Relationships between Service Quality, Brand Image, Customer Satisfaction, and Customer Loyalty

• 발행기관: 한국유통과학회
• 저자명: Sao Mai DAM Tri Cuong DAM
• 간행물 정보: 『The Journal of Asian Finance, Economics and Business(JAFEB)』Vol. 8 No.3, 585~593쪽, 전체 9쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2021.03.30

영문 초록

The service industry has become the driving force of economic development in recent years. With the current fierce competitive situation, competing businesses have continually provided a superior quality of service, and an excellent perceived brand image to gain customer satisfaction and customer loyalty. This study’s current purpose is to empirical research the linking between service quality, brand image, customer satisfaction, and customer loyalty. We collect research data from 299 consumers who bought goods at supermarkets in Ho Chi Minh City, Vietnam, using a convenient sampling technique. We proposed the conceptual model from prior studies and considered it in Vietnam’s context. PLS-SEM was conducted to test the relationships in the conceptual model. We have estimated the scale’s reliability by Cronbach’s alpha values and composite reliability values. Moreover, we have evaluated discriminant validity by the Fornell-Larcker standard. The findings showed that service quality positively affects the brand image, customer satisfaction, and customer loyalty. Likewise, the results also confirmed brand image had a positive impact on customer satisfaction and customer loyalty. Moreover, the outcomes also disclosed that customer satisfaction had a positive relationship with customer loyalty. The research suggested implications for managers, limitations, and directions for future research from the above findings.

목차

1. Introduction

2. Literature Review and Hypotheses

3. Research Methodology

4. Results and Discussion

5. Conclusions and Limitations

References

키워드

Service Quality Brand Image Customer Satisfaction Customer Loyalty