Spiritual Well-Being And Religious Commitment To Customer Satisfaction And Loyalty In Vietnam Religious Tourism-The Case Of Ba Den Mountain

Abstract

This thesis aims to examine whether there is any effect of Religious Commitment, Spiritual Well-being on the Satisfaction and Loyalty of customers who have traveled and experienced Ba Den Mountain tourism. Besides, the relationship between Customer Satisfaction and Customer Loyalty is also tested. The quantitative approach was employed and received 264 valid responses from participants. The relationships were investigated using multiple linear regression analysis. As a result, the study discovered that while the Religious Commitment factor has no direct influence on Customer Satisfaction, it does have an influence on Customer Loyalty. In contrast, although the Spiritual Well-being factor has a significant influence on Customer Satisfaction, it does not show a clear impact on the loyalty of customers to Ba Den Mountain tourism. Furthermore, Customer Loyalty has significantly strong relationship with Customer Satisfaction. Based on the findings of this thesis, some recommendations are suggested to improve the satisfaction and loyalty of tourists to this destination.