Measuring the Impacts of Service Quality on Customer Satisfaction and Customer Loyalty: A Case Study of Vietnam's Supermarket

Abstract

This study aims to examine comprehensively the impact of service quality dimensions on both customer satisfaction and customer loyalty as well as the effect of customer satisfaction on the factors of customer loyalty in Vietnam’s supermarkets. Using structural equation modelling and multiple regressions, the study analyzes the opinions of random 500 supermarket customers in Vietnam. Compatible with prior studies, the outcomes indicate that service quality dimensions are crucial antecedents to raise the level of customer satisfaction and customer loyalty. Also, customer satisfaction has moderate impacts on customer loyalty. Finally, the research suggests future directions to develop a better understanding of the impacts of service quality on customer satisfaction and customer loyalty in other jurisdictions and business sectors.