The purpose of this study is to explore the apparel retail market and the store's choice behavior among urban customers in Vietnam. The survey method was implemented to collect data about the customers' judgements and satisfaction levels on retailing services at the fashion stores in the three big cities of the country: Hanoi, Danang and Hochiminh City. The survey's results show that Vietnamese urban customers tend to enter the stores not only base on the products categories but also increasingly pay more attention to service criteria for higher entertaintment experiences with the retailers's environment. | Editor in chief Deputy Editor in Chief SECTRETARY OF EDITORIAL OFFICE Editor in English Editorial SCIENTIFIC COUNCIL THE Members Journal of Trade Science CONTENTS ISSN 1859-3666 journal of Trade Science 5:2 (2017) 21 - 32 Riceived: 20th March 2017 Revised: 15th April 2017 TMU’S JTS Approved: 24th April 2017 he purpose of this study is to explore the apparel retail market and the store's choice behavior among urban customers in Vietnam. The survey method was implemented to collect data about the customers' judgements and satisfaction levels on retailing services at the fashion stores in the three big cities of the country: Hanoi, Danang and Hochiminh City. The survey's results show that Vietnamese urban customers tend to enter the stores not only base on the products categories but also increasingly pay more attention to service criteria for higher entertaintment experiences with the retailers's environment. Thus the apparel retailers need to focus more on the customers's needs, behavior and the factors that can improve their service capability through the 5 elements, such as goods, supporting facility, information, explicit services and implicit services. Key words: Retailing, Apparel, Store's Choice Behaviors, Urban Customers, Vietnam JOURNAL OF TRADE SCIENCE 21 Journal of Trade Science 22 JOURNAL OF TRADE SCIENCE ISSN 1859-3666 TMU’S JTS ISSN 1859-3666 journal of Trade Science TMU’S JTS : Research sample profile JOURNAL OF TRADE .
