All the reactions were carried out under Nitrogen atmosphere. Unless otherwise noted, all the reagents obtained from commercial sources were used without further purification. All solvents were dried by standard methods. Tetrahydrofuran were dried with sodium and benzophenone and were used immediately after distillation. Dichloromethane was dried with diphosphoruspentoxide (P 2 O 5). Pentane was distilled and then dried with sodium. Analytical thin-layer chromatography (TLC) was performed on 0.25 mm Merck precoated silica gel plates (60-F 254). Column chromatography was carried out with the same kind of silica gel. The TLC plates were visualized with a UV lamp (254 nm and 366 nm) and/or with TLC visualizing solutions activated with heat, including: panisaldehyde solution and potassium permanganate solution. 1 H-NMR and 13 C-NMR were recorded on BRUKER 500 MHz Ascend (Hanoi University of Science, Vietnam National University) instruments using tetramethylsilane (TMS) as the internal standard and CDCl 3 as the solvent (1 H-NMR: TMS at 0.00 ppm, CDCl 3 : at 7.26 ppm; 13 C-NMR: CDCl 3 at 77.0 ppm). Chemical shifts are reported in parts per million (ppm). Data are reported as follows: chemical shift, multiplicity (s= singlet, d= doublet, t= triplet, q= quartet, m= multiplet), coupling constants (Hertz), and integration. X-Ray experiment has been performed with Bruker D8 Quest, Mass spectral analyzes have been performed with a LTQ Orbitrap XL (Hanoi University of Science, Vietnam National University) 3.2 Synthesis of 3-nitro-2-phenyl-2H-thiochromene derivatives General procedure for the synthesis of thiochromene A mixture of 2-mercaptobenzaldehyde (1 ad) (2 equiv), methyl cinnamate derivatives (1 equiv) and TM (1equiv) dissolved in dry toluene was stirred at room temperature for 24h. After completion of the reaction, the solvent was evaporated under vacuum and the crude product was purified by chromatography (n-hexane/ethyl acetate: 80/20) to give a mixture of diastereoisomers 3 as pale yellow liquid. This product was then dissolved in 1ml of toluene with pTSA (1 equiv). The mixture was heated at 90C in one hour. After completion of the reaction, the solvent was evaporated under vacuum and the crude product was purified by chromatography (n-hexane/ethyl acetate: 95/5) to give compound 4 as yellow solid. methyl 2-phenyl-2H-thiochromene-3-carboxylate (4a)

With the current high market competition, all businesses must have a suitable approaches and strategies to develop more and more customers and achieve their customer satisfaction and loyalty. This work aspires to inspect the relationships of the marketing, customer satisfaction and customer loyalty in Vietnamese dairy retail stores in Ho Chi Minh City, Vietnam. The study employs to methods of qualitative and quantitative. The qualitative technique is gone with the related literature and theories, consultations with 6 academic researchers, 27 business owners, and 15 managers, group discussions and 3 in-depths planned interviews with 30 random customers. The quantitative tool is done with 200 surveyed questionnaires with the customers in milk product retail stores in Ho Chi Minh city. The findings show 4 important factors affecting customer satisfaction: Product, Price, Promotion, Place (Distribution channel) and 2 crucial other factors: Satisfaction and reference group have linear relationships with customer loyalty. The findings are expected to add to the accessible literature to both theoretical and managerial approaches for a superior understanding of the activities of the marketing mix, customer satisfaction, and customer loyalty, particularly in the research trade setting..