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