| dc.description.abstract | Customers are key asset of organization and customer loyalty plays important role
in business survival. Especially, in Information Technology (IT) industry, business
customers seem to be easy to switch many suppliers because of intensive competition.
Therefore, this research aims to determine factors which affect loyalty of business
customer in Information Technology Industry in Ho Chi Minh City (HCMC)
Conceptual model was proposed after an extensive review of the literature and
practical situation of IT industry in HCMC. Data was collected from 220 IT business
customers who made purchasing decision. Descriptive statistics, reliability test, factor
analysis, correlation testing, regression analysis, T- test, One-way ANOVA were applied
to analyze and test hypothesis of conceptual model. Results of the study show that
customer satisfaction, trust, and commitment positively and significantly influence
customer loyalty. In addition, customer satisfaction and trust are primary antecedent of
customer loyalty. In contrast, switching costs does not influence customer loyalty.
Keywords: customer loyalty, customer satisfaction, trust, commitment, switching cost,
IT industry. | en_US |
