Relationshiops among customer's service quality, satisfaction and loyalty : Case study of Sai gon Cp.opmart supermarket in Ho Chi Minh city
Abstract
Vietnam's economy is more and more developing which gives the companies great chances
for gaining the successes. Moreover, customer satisfaction as well as customer loyalty is a key
success of every company which helps them to build a strong advantage to compete with others.
This study will then try to determine the factors influences customer satisfaction and the
effect of customer satisfaction on customer loyalty. The aim of this research was to examining
the relationship between CoopMart’s service quality, customer satisfaction and customer loyalty.
A customer satisfaction survey will both help the company to realize their mistakes in doing
business and to express the real care for the customers, the desire to find the best way to improve
the quality of service. Hence, it is supposed to make suitable adjustments for the customers’
satisfaction and loyalty.
From the finding of the study, there are five factors of Service Quality (Physical Aspect,
Reliability, Personal Interaction, Problem Solving and Policy) which have direct impact on
Customer Satisfaction and there is also a positive relationship between Customer Satisfaction
and Customer Loyalty Although the limitation of time and ability , the result of this study can be
reliable and useful for further researches.