| dc.description.abstract | Vietnam's transportation industry is more and more developing which gives the
companies great chances for gaining the successes. Moreover, brand loyalty is a key
success of every companies which helps them to build a strong advantage to compete
with others.
The main aim of this study is to analyzing factors that affect brand loyalty
towards Mai Linh Express company. In order to evaluate this term, the research give out
the problems what need to be solved : (1) Which factors affect customer satisfaction
most, (2) Which are the problems and which are necessary to improve Mai Linh Express
service.
The study was start off with conducting a theoretical framework consisting of
independent factors and dependent factor (brand loyalty). The next step was developing
the questionnaire and distributing to the customers. After that, all of data which was
collected from previous steps will be used to run the analysis testing to get the final result
to give the conclusion and recommendations.
From the finding of the study, there 5 factors which have indirect impact (Tangible,
Responsiveness, Assurance, Reliabilities and Empathy) on brand loyalty at Mai Linh
Express. Although the limitation of time and ability , the result of this study can be
reliable and useful for further researches. | en_US |
