Analyzing Factors Affecting Customers’ Loyalty to Vinamilk’s Fresh Milk in Gia Lam, Ha Noi

Received: 27-06-2016

Accepted: 17-02-2017

DOI:

Views

0

Downloads

0

Issue: Vol. 15 No. 1 (2017)

Section:

KINH TẾ XÃ HỘI VÀ PHÁT TRIỂN NÔNG THÔN

How to Cite:

Hoa, D., & Quy, B. (2024). Analyzing Factors Affecting Customers’ Loyalty to Vinamilk’s Fresh Milk in Gia Lam, Ha Noi. Vietnam Journal of Agricultural Sciences, 15(1), 107–117. http://testtapchi.vnua.edu.vn/index.php/vjasvn/article/view/342

Analyzing Factors Affecting Customers’ Loyalty to Vinamilk’s Fresh Milk in Gia Lam, Ha Noi

Dang Thi Kim Hoa (*) 1 , Bui Hong Quy 2

  • 1 Khoa Kế toán và Quản trị kinh doanh, Học viện Nông nghiệp Việt Nam
  • 2 Khoa Kế toán và Quản trị kinh doanh

    • Keywords

    Vinamilk fresh milk, customers’ loyalty, satifaction, trust

    Abstract


    Sampling 193 fresh milk customers in Gia Lam district and using EFA, CFA, and SEM analysis methods, the Vinamilk’s fresh milk customers’ loyalty was built based on four components: product quality, perceived price, company imange and promotion programs. This study also ranked the factors affecting to the customers’ satisfaction, trust and loyalty. Customer’s satisfaction was affected, in the order, by price, promotion program, product quality and company image; the customer’s trust was affected by company image, product quality, promotion program and price. Both customers’ trust and satisfaction affected customers’ loyalty. To maintain and enhance customers’ loyalty, Vinamilk should improve the customer satisfaction and customer trust with prioritized implementation of the following solutions: Maintaining and enhancing the company image, constantly improving product quality, offering affordable price, and expanding the promotions.

    References

    Bachelet, D. (1995). “Measuring Satisfaction; or the Chain, the Tree, and the Nest”. In: Brooker, R. (Ed.), Customer Satisfaction Research, Emosar.

    Barich H., P. Kotler (1991). A Framework for Marketing Image Management //Sloan Management Review, 94: 94-104.

    Chaudhuri, A., and Holbrook, M. B. (2001). “The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty”, The Journal of Marketing, pp. 81-93

    Hoàng Minh Châu (2015). Mất một khách hàng là mất bao nhiêu?, Case study, Đại học FPT.

    Cổng giao tiếp điện tử huyện Gia Lâm, thành phố Hà Nội theo dõi trên website http: //gialam.gov.vn/gialam/portal/News-details/148/591/HUYEN-GIA-LAM.html

    Công ty cổ phần sữa Việt Nam- Vinamilk website https: //www.vinamilk.com.vn/vi

    Jacoby, Jacob, and Robert W. Chestnut, John Wiley and Sons, 1978, Brand Loyalty, “Measurement and Management”. Journal of Advertising, No 8.

    James C. Anderson, David W. Gerbing (1988). Structural Equation Modeling in Practice: A Review and Recommended Two-Step Approach. Psychological Bulletin, 103(3): 411-423

    Hair, J., Anderson, R., Tatham, R. and Black, W. (1995). Multivariate Data Analysis, 4th ed., Prentice Hall, Upper Saddle River, NJ.

    Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E. and Tatham, R. L. (2006). Multivariate data analysis (6th ed.). Pearson Prentice Hall

    Huỳnh Phương Linh, Lưu Tiến Thuận (2012). Phân tích các nhân tố ảnh hưởng đến lòng trung thành của khách hàng đối với nước giải khát có ga pepsi tại thành phố Cần Thơ. Kỷ yếu khoa học 2012, Trường đại học Cần Thơ. Tr. 115-124

    Hoàng Trọng, Chu Nguyễn Mộng Ngọc (2005), Phân tích dữ liệu nghiên cứu với SPSS, Nhà xuất bản Thống kê, Thành phố Hồ Chí Minh.

    Nordman, C. (2004). Publication of the Swedish school economics and business administration, Undestanding customer loyalty and disloyalty - the effect of loyalty - supporting and repressing facators, 125.

    Nunnally.J.C and Burnstein, I. H. (1994). Psychometric theory (third edition), New York McGraw Hill.

    Philip Kotler, Gary Armstrong(1999). Principle of Marketing, Nhà xuất bản Prentice Hall,

    Richard. L Oliver (1999). When customer loyalty?, Journal of Marketing, 63: 33-44.

    Trần Đình Lý, Hoàng Hữu Hòa (2012). Mô hình sự trung thành của khách hàng đối với thương hiệu xoài cát Hòa Lộc - Cái Bè - Tiền Giang. Tạp chí khoa học Đại học Huế, 72b(3).

    Zeithaml, V. A., Berry, L. L., and Parasuraman, A. (1996). The behavioral consequences of service quality. The Journal of Marketing, pp. 31-46.

    Zeithaml, V. A., Bitner, M. J., and Gremler, D. D (1988). Services marketing. McGraw- Hill. New York.

    Yoo, B., Donthu, N. and Lee, S. (2000). An examination of selected marketing mix elements and brand equity. Journal of the Academy of Marketing Science, 28(2): 195-211. http: //dx.doi.org/10.1177/0092070300282002.