Table of Contents

[URL="/#_Toc510523780"]Acknowledgement i

[URL="/#_Toc510523781"]Abstract ii

[URL="/#_Toc510523782"]Table of Contents. iii

[URL="/#_Toc510523783"]List of Figures. v

[URL="/#_Toc510523784"]List of Tables. vi

[URL="/#_Toc510523785"]Chapter 1: Introduction. 1

[URL="/#_Toc510523786"]1.1 Rationale of The Research. 1

[URL="/#_Toc510523787"]1.2 Problem Statement 1

[URL="/#_Toc510523788"]1.3 Research Objectives. 2

[URL="/#_Toc510523789"]1.4 Research Framework. 2

[URL="/#_Toc510523790"]1.5 Scope of The Research. 3

[URL="/#_Toc510523791"]1.6 Organization of The Research. 3

[URL="/#_Toc510523792"]Chapter 2: Co-op Mart Introduction. 4

[URL="/#_Toc510523793"]2.1 Background of Supermarket 4

[URL="/#_Toc510523794"]2.2 Co-op Mart Introduction. 6

[URL="/#_Toc510523795"]Chapter 3: Development of Two-factor Model 13

[URL="/#_Toc510523796"]3.1 Review of Multi-attribute Concept 13

[URL="/#_Toc510523797"]3.2 Review of Servqual Model 13

[URL="/#_Toc510523798"]3.3 Review of Kano Model 15

[URL="/#_Toc510523799"]3.4 Proposed Two-factor Model 19

[URL="/#_Toc510523800"]Chapter 4: Research Methodology. 25

[URL="/#_Toc510523801"]4.1 Information Needed. 25

[URL="/#_Toc510523802"]4.2 Target Populations. 25

[URL="/#_Toc510523803"]4.3 Questionnaires Development 25

[URL="/#_Toc510523804"]4.4 Sampling Procedure. 27

[URL="/#_Toc510523805"]4.5 Sample Characteristics. 28

[URL="/#_Toc510523806"]Chapter 5: Findings Analysis and Discussion. 31

[URL="/#_Toc510523807"]5.1 Facility Attributes Analysis. 31

[URL="/#_Toc510523808"]5.2 Goods Attributes Analysis. 34

[URL="/#_Toc510523809"]5.3 Personnel Attributes Analysis. 39

[URL="/#_Toc510523810"]5.4 Policy Attributes Analysis. 42

[URL="/#_Toc510523811"]5.5 Two-factor Model vs. Servqual 46

[URL="/#_Toc510523812"]Chapter 6: Conclusion. 48

[URL="/#_Toc510523813"]6.1 Present Customer Perception. 48

[URL="/#_Toc510523814"]6.2 Improvement Strategy. 49

[URL="/#_Toc510523815"]6.3 Two-factor Model 52

[URL="/#_Toc510523816"]Appendix A: Questionnaire A 53

[URL="/#_Toc510523817"]Appendix B: Questionnaire B 56

[URL="/#_Toc510523818"]Appendix C: Interview Schedule. 59

[URL="/#_Toc510523819"]Appendix D: Data Analysis. 60

[URL="/#_Toc510523820"]Appendix E: Quality Attributes of a Supermarket 74

[URL="/#_Toc510523821"]References. 7