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• Customer’s Loyalty Analysis: A Case Study of Hapro Mart Supermarket in Hanoi

  Dang Thi Kim Hoa, Nguyen Thi Quynh Trang, Nguyen Van Huong, Tran Huu Cuong

  Received: 25-12-2015 / Accepted: 09-07-2016

   Abstract PDF (VIETNAMESE)

  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.

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

  Dang Thi Kim Hoa, Bui Hong Quy

  Received: 27-06-2016 / Accepted: 17-02-2017

   Abstract PDF (VIETNAMESE)

  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.