author(s)
Nguyen Hoang Tien, Pham Thi Diem, Nguyen Minh Duc and To Thi Kim Hong

abstract
In Vietnam, BigC is one of the oldest and largest supermarket systems known to many consumers. This is still a trusted address of Vietnamese consumers with 35 Big C supermarkets distributed nationwide and 8000 employees. The variety of items along with the spacious premises to bring great shopping experiences are the big plus points that BigC is getting. However, the attractiveness of the retail market in recent years has made many domestic "giants" enter this industry, surely BigC will always have to renew itself to stand firm in the fiercely competitive market. The most essential ingredient for BigC to be able to stand firmly in the market is definitely BigC's customers, customers are the key for a supermarket system to survive, If the supermarket chain no longer attracts potential customers, it is quickly forgotten or collapsed. So not only at the goods stage, Big C also has to pay attention to the customer service stage, find out the problems that customers face when shopping here to improve the quality of their services, satisfy the customers customers to bring more than BigC's market value.