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.
Conference Title
Proceedings of the ANZAM 2017 Conference. Creative Disruption: Managing in a Digital Age
Copyright Statement
© 2017 Australian & New Zealand Academy of Management. The attached file is reproduced here in accordance with the copyright policy of the publisher. Please refer to the conference's website for access to the definitive, published version.
Subject
Consumer-Oriented Product or Service Development