Analyzing factors affecting customer loyalty - The case of Vissan

Abstract

This research was conducted to evaluate factors that affecting customer loyalty in VISSAN in Ho Chi Minh City. Additionally, this study also explored the impact level of independents factors which are perceived quality, customer value, price and corporate image on customer loyalty through the mediating role of customer satisfaction and customer trust. The research finding showed that all of seven factors were evaluated to have direct and indirect effects on customer loyalty. In the meantime, there were only three out of four factors that had the direct impacts on customer satisfaction and customer trust. This research drew to a close by giving recommendations in order to improve and enhance all seven factors, especially customer loyalty in VISSAN in Ho Chi Minh City as well as suggestion for further researches. Keywords: Perceived quality, Customer value, Price, Corporate image, Customer satisfaction, Customer trust, Customer loyalty.