Open AccessThe relationship between service quality, price perception, customer satisfaction and customer loyalty: a study in Nguoi Ban Vang – A pawn service company in Ho Chi Minh City
Author(s) -
Vo Thi Quy,
Vo Duy Huy
Publication year - 2020
Publication title -
khoa học
Language(s) - English
Resource type - Journals
ISSN - 1859-3453
DOI - 10.46223/hcmcoujs.econ.en.9.2.156.2019
Subject(s) - customer satisfaction , business , service quality , marketing , loyalty business model , exploratory factor analysis , loyalty , customer delight , exploratory research , advertising , service (business) , sociology , anthropology
This study aims to investigate the relationship between service quality, price perception, customer satisfaction, and loyalty. The survey method was applied with a sample size of 350 conducted with Nguoi Ban Vang pawnshops located in Ho Chi Minh City. The study results showed that service quality, price perception, and a new factor identified through the exploratory factor analysis, named staff competency, have a significant impact on customer satisfaction at the significance 0.05 level. The research also found that customer satisfaction impacts positively significantly on customer loyalty at the 0.01 level. These results imply that pawnshops should focus on increasing service quality, improving pricing policies and staff competence in order to gain customer satisfaction and their loyalty.