Customers experience is one of the most significant factors in retail industry and it will enhance customers’ engagement that can be interpreted as customers’ interaction in terms of perception, emotion and behavior toward a store. Thus, the high customer engagement is able to improve customer satisfaction, strengthen customer loyalty and encourage oral behavior, which helps to keep a sustainable competitive advantage and allow them to charge higher prices and higher profit margins than competitors. However, at Aeon Celadon Shopping Center face is Customers decreasing 98.8% compare with last year (2018 Vs 2017). Using different literature reviews and concluding in-depth interviews, survey among customers and employees at Aeon Celadon Shopping Center, this research aims to define what the main problem is, why it is the main problem, how important it is and how it affect to the business performance at Aeon Celadon. Thus, the findings show that has some potential problems are listed as: Far from home of customers and inconvenient location; Unreasonable prices; Worse assortment of products; Cashier check out slowly and staff’s bad attitude of services. And main problems are Worse assortment of products, Worse of customer services. Main causes are Few famous brands and bad attitudes of services employees. And solutions for these issues are hire Merchandiser expert from outside to make new strategies for Electrical and Multimedia department and Training for service employees. In conclusion, the thesis points out the central problem at Aeon Celadon Shopping Center, what main causes of the problem and how to make outstanding decision of the solutions to solve the problems, to increase customer engagement as well as business performance at Aeon Celadon Shopping Center.
University of Economics Ho Chi Minh City; ISB (International School of Business)