Factors Influencing Consumer Loyalty To Retailers: The Case Of Retailer Store Chain In Ho Chi Minh City

Abstract

People's purchasing behaviors have changed over time as a result of technological advances and improved living situations. This includes the expansion of convenience stores in cities, where consumers may quickly buy necessities. This dissertation looks into how convenience-related factors affect consumer satisfaction and loyalty in convenience store franchisees in Ho Chi Minh City, Vietnam. The study's hypotheses were tested and the proposed model was assessed using PLS-SEM's standardized parameter values. Smart PLS 4 was used for multiple group analysis to evaluate the replies of 248 Vietnamese shoppers who had visited convenience stores in Ho Chi Minh City. The study also explores how demographic factors like gender, age, and income impact customer satisfaction and loyalty in convenience stores. According to the study, in addition to customer satisfaction and trust, engaging customers in loyalty programs is also crucial for creating a significant impact on customer loyalty. The research suggests that convenience stores should make some adjustments to improve their loyalty programs based on the findings.