| dc.description.abstract | At present the competition in business is more and more fierce, the organizations are necessary
to establish long-term profitable connect with consumers and to obtain loyalty. Marketing tactics
implemented for retaining customer are very diversify. This study is proposed at investigating the
influence of customer satisfaction and customer loyalty on dairy market. An analytical model is
constructed to inspect the relationship between these customer satisfaction and customer loyalty.
From research model (in-depth interview with customers), 30 attributes of six dimension are
defined in research questionnaire. With data collected from 300 valid questionnaires. The study
developed an analytical model as a principle to tesk the impact of customer satisfaction and
customer loyalty. A quantitative method with deductive methodology are picked in this research.
So as to collect primary data, a questionnaires are designed and distributed direct ( face to face) or
indirect ( email) to the people in Ho Chi Minh City. After that, the SPSS is used to process the
primary data. Factor analysis, reliability test, correlate test and regression tests were conducted
and the outcomes demonstrated that there exist a positive huge relationship between each of the
four marketing tactics (namely product quality, price, value offered and brand image), customer
satisfaction and customer loyalty. The results are consistent with indicate in the residual literature.
The research provides insight and essential feedback from fresh milk users to the dairy company .
The research findings shows that Product Quality, Price , Brand and Value Offers have affect on
customer loyalty indirectly through the customer satisfaction. At the point when the aggressive
environment progressively gets to be savage, the voice and inclination of the customers are
additionally turning into the need. | en_US |
