Received: 25-12-2015
Accepted: 09-07-2016
DOI:
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Customer’s Loyalty Analysis: A Case Study of Hapro Mart Supermarket in Hanoi
,
Nguyen Thi Quynh Trang
1
,
Nguyen Van Huong
1
,
Tran Huu Cuong
1
Keywords
Quality services, trust, satisfaction, loyalty
Abstract
This study focusedon analyzing factors thataffect customer’s loyalty towards retail services of Hapro Mart supermarket. The study usedprimary datacollected from 197 consumers who usually buy products at Hapro Mart supermarketin Hanoi City. Cronbach’s Alpha wasapplied to test the reliability of the datawhile exploratory factor analysis (EFA) and Structural Equation Modeling (SEM) were used to construct the relationship among factors of service quality, trust, satisfaction and customers’ loyalty. The findingsindicate that service quality had a direct and positive impact on the trust and satisfaction and indirect impactoncustomers’ loyalty. However,commodity components of service qualitydidnot impact on customer’strust and satisfaction. On the other hand, consumer’s loyalty has been positively influencedby 3 factors: trust, satisfaction, and promotion programs and support services. Three solutions weresuggestedto improve customer’s trust and satisfaction and customers’ loyalty:product diversification and differentiation,professional staff training and sale promotion.
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