| dc.description.abstract | Nowadays, milk market in Vietnam is very competitive so that how to be standing out, satisfy customer and make them loyal are obstacles of company. There are previous researches study quality/service – customer relationship while brand – customer relationship is not common topic.
This research studies the factors of brand image influence to customer satisfaction and the relationship between customer satisfaction and customer loyalty in case of Vinamilk Join Stock Company. The research was conducted in Ho Chi Minh City with sample size is 250 and there were 245 samples are valid. In this paper, collected data is analyzed by SPSS technique. The research result reveals that there are two of three characteristics of brand associations, that are favorability and strength, have effects on customer satisfaction which has positive relationship with customer loyalty. | en_US |
