Analysis of customer loyalty toward Trung Nguyen coffee shops at Ho Chi Minh city

Abstract

This research analysis customer loyalty who are customer of Trung Nguyen coffee in Ho Chi Minh city. Moreover, this research examines the impact of the four independent variables are price , quality service , customer service , image brand and the dependent variable customer satisfaction on customer loyalty . With the result of this research, it provides a general view about real needs of customers to Trung Nguyen Coffee shops that are operating in HCMC in order to have appropriate adjustments and effective improvement for maintaining stability in operation. With the results of the path analysis exploring the direct and indirect effects of four independent and one dependent variables on customer loyalty , this research suggests that in order to achieve high loyalty‟s customer, Trung Nguyen Coffee shops in HCMC should achieve high level of customer satisfaction by providing the better service quality and the better customer service . Besides that, this research finds the factor of price and brand image that has crucial role regarding to both customer satisfaction and customer loyalty. In conclusion, with experiences in process of conducting research, researcher also knows about the limitations, have helpful recommendations for future research. Moreover, this research also provides some recommendations to Trung Nguyen Coffeeshops in HCMC in order to have adjustment and improve the level customer loyalty.