Open AccessFactors affecting consumer loyalty at retail stores in Ho Chi Minh City
Author(s) -
Vo Duy Minh
Publication year - 2020
Publication title -
khoa học và công nghệ: kinh tế - luật - quản lý
Language(s) - English
Resource type - Journals
ISSN - 2588-1051
DOI - 10.32508/stdjelm.v4i3.655
Subject(s) - ho chi minh , gratitude , loyalty , business , marketing , advertising , affect (linguistics) , consumer behaviour , focus group , service (business) , quality (philosophy) , psychology , social psychology , sociology , socioeconomics , philosophy , communication , epistemology , low income
The paper aims to analyze and quantify the factors affecting consumer loyalty to retail stores in Ho Chi Minh City (HCMC) in the lens of the Theory of Reason Action (TRA). The paper uses a combination of qualitative and quantitative research methods. The former was conducted through focus group discussions with 15 consumers using services at retail stores in HCMC while the latter was conducted by a direct survey on 465 customers using the service of retail stores in HCMC. The results show that (i) preferential treatment from retail stores, (ii) consumer commitment, (iii) consumer gratitude, and (iv) perceived service quality affect consumer loyalty. The research has limitations such as (i) consumer loyalty is influenced by many other factors. Therefore, it is necessary to include additional determinants in future research (ii) the research is only conducted in HCMC, and (iii) the sample size is relatively small with only 465 consumers.