Research interviewing 202 observational samples from direct interviews from customers. Results after
testing are consistent with market data. The components and measurement variables all contribute
significantly in explaining the research model. The results of the exploratory factor anlysis (EFA) are
satisfactory; the results of the CFA analysis show that the CFI and TLI coefficients are close to 90%, which
shows that the market data is relatively consistent with the research model. The normalization coefficients of
the model are all reached and statistically significant. Also, all the study results have achieved unidirectional,
convergent and discriminant properties, although there are some limitations, but in general, they are
satisfactory to perform for the linear structure model (SEM). We can conclude that corporate culture, service
quality and behavioral intention have a positive relationship with each other. There is a positive relationship
between corporate culture, service quality and customer behavioral intentions in the industry, services in
general and the retail industry in particular, by identifying a positive relationship between corporate culture,
service quality and customer behavioral intentions for all businesses in the modern retail industry in particular,
and modern retail channels Vinmart and Vinmart+ in particular that can promptly propose sensible solutions
to improve these relationships and build them even better and stronger.