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Relationships of Marketing, Customer Satisfaction and Customer Loyalty – A Case Of Vietnamese Dairy Retail Stores in Ho Chi Minh City, Vietnam

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datacite.subject.fos oecd::Social sciences
dc.contributor.author Trung LAM
dc.contributor.author Bach LE
dc.contributor.author Tuan Hoang DINH
dc.contributor.author Hieu VU
dc.date.accessioned 2022-10-13T02:28:04Z
dc.date.available 2022-10-13T02:28:04Z
dc.date.issued 2021
dc.description.abstract With the current high market competition, all businesses must have a suitable approaches and strategies to develop more and more customers and achieve their customer satisfaction and loyalty. This work aspires to inspect the relationships of the marketing, customer satisfaction and customer loyalty in Vietnamese dairy retail stores in Ho Chi Minh City, Vietnam. The study employs to methods of qualitative and quantitative. The qualitative technique is gone with the related literature and theories, consultations with 6 academic researchers, 27 business owners, and 15 managers, group discussions and 3 in-depths planned interviews with 30 random customers. The quantitative tool is done with 200 surveyed questionnaires with the customers in milk product retail stores in Ho Chi Minh city. The findings show 4 important factors affecting customer satisfaction: Product, Price, Promotion, Place (Distribution channel) and 2 crucial other factors: Satisfaction and reference group have linear relationships with customer loyalty. The findings are expected to add to the accessible literature to both theoretical and managerial approaches for a superior understanding of the activities of the marketing mix, customer satisfaction, and customer loyalty, particularly in the research trade setting.
dc.identifier.doi 10.4108/eai.7-6-2021.2308610
dc.identifier.uri http://repository.vlu.edu.vn:443/handle/123456789/242
dc.language.iso en_US
dc.relation.ispartof Proceedings of the First International Conference on Computing, Communication and Control System, I3CAC 2021, 7-8 June 2021, Bharath University, Chennai, India
dc.subject Customer loyalty
dc.subject Customer satisfaction
dc.subject Dairy retail stores
dc.subject Ho Chi Minh city
dc.subject Marketing (relationship marketing)
dc.title Relationships of Marketing, Customer Satisfaction and Customer Loyalty – A Case Of Vietnamese Dairy Retail Stores in Ho Chi Minh City, Vietnam
dc.type proceedings-article
dspace.entity.type Publication
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Journal Articles - Educational and Pedagogy - 2021