Satisfaction and expectation of young generation's influence purchase intention depend on degree of their loyalty toward a local clothing brand in Ho Chi Minh city
Abstract
The presence of local streetwear labels for the youth is growing exponentially
in Ho Chi Minh City's major urban special areas as of late. For any case, there really is no
research on this growing market field yet which could be potential for the local design
industry.
The exploration model was adjusted from past research by Youjae Yi and Suna
La from Seoul National University that share comparable research questions and goals with
this examination. The proposed using multi-group analysis and quantitative methodology
with example size of 350 examples from the young generation across Ho Chi Minh city
were gathered and investigated by SPSS programming. The findings of this research looks
at how loyalty effects the relationship between customer satisfaction (CS) and intentions
to purchase back (RPI). In this study, the lastest perceptions of customer is concerned and
be a factor afftect the repurchase intention and results show that it also adjusted the
relationship between CS and RPI. The model of this research also indicate the CS- RPI link
are different between customers with low loyalty and high loyalty.
The exploration of this study are generally useful specifically for local streetstyle
youth marks, and the Vietnam design industry in general. Due to the time and money
constraints, my research is just studied in Ho Chi Minh City’s citizens. Thus, in the last
part of this paper, further suggestions are given to help the further research later.
Key word: Repurchasing intention, Customer satisfaction; Customer trust;
Customer satisfaction; Customer trust; Local Street Style brands; Ho Chi Minh city