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.