Customer experience and customer loyalty towards tourist companies in HCMC

Abstract

This study is conducted to identify the customer experience and customer loyalty towards tourist companies in HCMC. Besides that, it also illustrates the relationship between customer experience and customer loyalty of domestic tourism in Vietnam. As a result, the empirical information found in this dissertation provi des a general view about assessment of customers about service quality and customer experience in order to make appropriate adjustments and effective improvement for running a long-term route. A review of the literature indicates a general consensus that quality, perceived value and experience are major determinants of customer loyalty. However, while much is known about the relationship between the aforementioned variables and customer loyalty, these variables do not fully explain how customer loyalty is a ffected. Therefore, this research study seeks to identify and examine one new factor that influence on customer loyalty in choosing tourist companies, which is customer experience clues. They are defined as comprising three main components: functional clues, humanic clues and mechanic clues.

Based on the results of the path analysis, this study argues that in order to achieve high customer appeal, domestic travel and tourism of Vietnam should approach high top level of customers‟ loyalty and better quality of service. Due to the lack of research in this area, this study not only contributes substantially to extant academic knowledge, but also makes a significant contribution to tourism practice. Ultimately it bridges the knowledge gap by conceptualizing customer loyalty through identifying a number of key items.

In conclusion, from the knowledge in process of conducting study, it points out limitations of this study and provides valuable recommendations for further dissertation. According to the findings, this study gives some recommendations to domestic travel and tourism of Vietnam in order to take adjustment and improve the level of service quality and customers‟ loyalty.