6.2.

Sample:
6.2.1. Sample size:
The determination of sample size is a crucial aspect of research that should be
based on the objectivity of the research topic. To ensure the accuracy and reliability of
the research findings, it is necessary to determine an appropriate sample size. This can be
achieved by using the formula proposed by Hair et al. (2014), which suggests that the
minimum sample size should be calculated as N < or = Total number of items multiplied
by X (where X ranges from 5 to 10). In other words, the minimum sample size should be
at least five times the total number of items. By following this formula, researchers can
ensure that the sample size is large enough to provide valid and reliable results.
6.2.2. Sampling method:
In research studies, sampling is often conducted through surveys, and therefore,
the sampling method used is typically probability sampling. It is important to ensure that
the sample size is appropriate and representative of the population being studied. To
collect the data, the research team will administer surveys or questionnaires to
participants, and this process should be clearly outlined in the research methodology
section.
Given that the study's participants were Vietnamese, the author translated the
survey into Vietnamese while concurrently maintaining face validity and contextual
equivalence for respondents in Vietnam. The survey was developed and delivered
online. Online surveys have a number of advantages. It is not only consistent with the
study's setting but it is also geographically infinite, costs less to conduct surveys, and
receives replies more quickly.
Additionally, qualitative variables should also be considered, and a research model
that takes into account these factors should be constructed. In this regard, the research
team should decide which variables to include in the study to ensure that the survey scope
is reasonable and relevant to the research topic. By considering all these aspects,
researchers can ensure that the sampling method and data collection process are reliable
and valid, which is essential for producing accurate and meaningful research results.
7.1. Descriptive statistics:
The questionnaires received responses from 120 interviews in total. All responses
received were thoroughly reviewed.
 Table 7.1. Respondent Demographic

No Characteristic Category Respondents %

1 Gender Male 46 38,3%
Female 74 61,7%
2 Convenience Circle K 48 40%
store Ministop 30 25%
FamilyMart 15 12,5%
GS25 14 11,7%
WinMart 8 6,7%
7-Eleven 4 3,3%

3 Frequency 1-3 times/week 62 51,7%

3-5 times/week 40 33,3%
More than 5 times/ week 18 15%

As shown in Picture 7.1, among 120 participants, 46 (38,3%) were male, and 74
(61,7%) were female. When it comes to convenience stores that they have experienced,
most of participants (40 respondents) have experienced the service of Circle K, 30 (25%)
using Ministop, the rest engaged on FamilyMart (12,5%), GS25 (11,7%), WinMart
(6,7%) and 7-Eleven (3,3%). In terms of frequency of service use, more than half of them
(51,7%) use the services 1-3 times per week, 33,3% are percentage of 3-5 times per week
and the rest (15%) are using the services more than 5 times per week.
8. Conclusion:
In several ways, this study contributes to the current knowledge on small-scale
retail businesses. Firstly, this study investigates factors that affect the loyalty of UEH
students to the use of services at convenience stores. By identifying and analyzing these
factors, the study provides new insights into the behavior and preferences of UEH
students in relation to convenience stores.
Secondly, the study proposes a research model that integrates several relevant
variables related to customer loyalty, such as customer perceived value, service quality,
experience quality and customer satisfaction into a single framework. This model can be
used as a valuable tool for other researchers and practitioners who are interested in
studying the loyalty of customers into small-scale retail businesses.
Finally, the study provides practical recommendations for convenience store
operators and marketers to improve the services offered to students and increase their
loyalty.