| dc.description.abstract | Buying-in-group became an extremely popular phenomenon in last two years
in Vietnam. In order to compete and achieve profitability, buying-in-group websites need
to have a good level of understanding of their customer’s evaluations and respond to customer's requirements to remain their loyalty. This study was just addressed in restaurants/coffee shops (food industry).
Although there are many factors relating to customer loyalty, this research investigated eight important factors including tangibility, reliability, assurance, empathy, empathy, price, system quality and information quality – which are critical relating to customer loyalty.
The study was used both qualitative and quantitative approaches. Through general finding results, the female, the youth and middle-income level people were target customers of buying-in-group model. The voucher is purchased frequency, willingness of trying new places and ability of voucher spending had optimistic rates. However, Information Quality of websites; Responsiveness and Assurance of restaurants/coffee shops were not evaluated well than other factors. Furthermore, Price had strongest relationship with Customer Loyalty. Finally, Information Quality of website, Price of deals, and Tangibility of stores contributed mostly to Loyalty of customers.
This research found out how factors affect customer loyalty and the relationship between it and independent variables. Therefore, this study is helpful to who
want to penetrate the buying-in-group market, and to further researchers. | en_US |
