IDEAS home Printed from https://ideas.repec.org/h/spr/sprchp/978-981-99-0490-7_17.html
   My bibliography  Save this book chapter

Factors Affecting Brand Loyalty of the Co.opmart Supermarket in Vietnam: The Mediating Effect of Brand Trust and Customer Satisfaction

In: Contemporary Economic Issues in Asian Countries: Proceeding of CEIAC 2022, Volume 2

Author

Listed:
  • Nguyen Quoc Cuong

    (Industrial University of Ho Chi Minh City)

  • Tran Thu Thao

    (Industrial University of Ho Chi Minh City)

  • Nguyen Thi Hoang Anh

    (Industrial University of Ho Chi Minh City)

Abstract

This study examines factors affecting the brand loyalty of Co.opmart Supermarket’s customers in Ho Chi Minh City. The mediating effect of brand trust and customer satisfaction on brand loyalty is also investigated. Among 320 questionnaires, 311 valid responses were collected through an online survey. AMOS software is used to process exploratory factor analysis (EFA), factor analysis confirmatory (CFA) and structural linear modelling (SEM). The result has identified five factors that affect the brand loyalty of Co.opmart Supermarket’s customers, which include (1) service quality, (2) brand experience, (3) perceived value, (4) brand trust and (5) customer satisfaction. Service quality is the most positive and decisive factor affecting brand trust and customer satisfaction significantly impacts the brand loyalty of Co.opmart supermarket’s customers. From the result, the author proposes some administrative implications to improve the brand loyalty of the supermarket’s customers in Ho Chi Minh City. At the same time, this study also contributes to the basis for the following related studies.

Suggested Citation

  • Nguyen Quoc Cuong & Tran Thu Thao & Nguyen Thi Hoang Anh, 2023. "Factors Affecting Brand Loyalty of the Co.opmart Supermarket in Vietnam: The Mediating Effect of Brand Trust and Customer Satisfaction," Springer Books, in: An Thinh Nguyen & Thu Thuy Pham & Joon Song & Yen-Ling Lin & Manh Cuong Dong (ed.), Contemporary Economic Issues in Asian Countries: Proceeding of CEIAC 2022, Volume 2, pages 281-298, Springer.
    • Handle: RePEc:spr:sprchp:978-981-99-0490-7_17
    DOI: 10.1007/978-981-99-0490-7_17
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:sprchp:978-981-99-0490-7_17. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.