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This research analyzes and answers the question “Does customer experience management impact to customer loyalty shopping at supermarket, in the case of Mekong Delta, Vietnam?”, 321 customers of supermarkets in the Mekong Delta were interviewed by questionnaire. The descriptive statistics, factor analysis, Cronbach’s alpha, structural equation modeling, and multi-group structural analysis methods were used in this study. The results confirm that customer experience management impacts to customer loyalty shopping at supermarkets. There are six components of customer experience management including brand name, space, commodity, staff, parking lot, and the presence of other stores in supermarkets. In particular, the commodity composition has the strongest impact on customer experience management and satisfaction and directly influences on customer loyalty. In addition, elements of customer experience management affect customer loyalty indirectly through sensory experience, social experience, and satisfaction. The results of multivariate analysis show that age group, spending per shopping at supermarkets, and marital status of the client do not change the relationships in the research model. Meanwhile, the relationship of the different models of the client group income, gender, education, occupation and customers is different. This study adds value to consumer behavior and customer experience management literature.

Does Customer Experience Management Impact Customer Loyalty Shopping at Supermarket? The Case in the Mekong Delta, Vietnam