| dc.description.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. | en_US |
