Open AccessSERVICE QUALITY, PRICE, CUSTOMER SATISFACTION AND CUSTOMER LOYALTY: A STUDY OF CONVENIENCE STORES IN HO CHI MINH CITY
Author(s) -
Dam Tri Cuong,
Nguyễn Thành Long
Publication year - 2020
Publication title -
khoa học và công nghệ
Language(s) - English
Resource type - Journals
ISSN - 2525-2267
DOI - 10.46242/jst-iuh.v37i01.298
Subject(s) - customer satisfaction , loyalty business model , service quality , business , marketing , structural equation modeling , customer delight , customer retention , loyalty , ho chi minh , customer advocacy , advertising , service (business) , mathematics , statistics , economics , socioeconomics , low income
This study aims to examine the relationship between the service quality, price, customer satisfaction and customer loyalty for the convenience stores in Ho Chi Minh City. These relationships were tested with a sample of 358 customers at convenience stores in Ho Chi Minh City. By using the partial least squared structural equation modeling (PLS-SEM) with SmartPLS software for data analysis. The finding showed that service quality has a significant positive effect on both of customer satisfaction and customer loyalty. The finding of this paper also showed that price has a significant positive effect on both of customer satisfaction and customer loyalty. The finding also showed that customer satisfaction has a significant positive effect on customer loyalty. From the above results, the study offers implications for managers and directions for future research.