Factors affecting customers loyalty - The case of Novaland apartment projects in Ho Chi Minh city, Vietnam
Abstract
This research analyses factors affecting customer loyalty in case of Novaland apartment projects with core objective: analyze current viewpoints from existing customers to propose recommendations for improving customer loyalty. We analysis the effects of customer satisfaction to customer loyalty on Novaland customers through three main determinants: functional quality, technical quality and cooperation. The research obtained by 209 surveys to examine the proposed model by using the quantitative method - SPSS analysis. The empirical results show the major findings: (a) Technical quality has highest impact on customer satisfaction (b) Customer satisfaction plays a vital role in determining customer loyalty level, though loyalty is affected by many other hidden elements. Based on those findings, this research proposes some suggestions for Novaland for sustainable development by achieving customer satisfaction and customer loyalty. A customer loyalty survey, which enables Novaland to gain information about customer needs and control the quality of provided apartment projects, is essential for successful sustainable growth in the future.