Journal of Science, S. 2 (2015)

Cỡ chữ:  Nhỏ  Vừa  Lớn

Customer satisfaction and customer loyalty in Vietnamese mobile telecommunication industry

TRINH KIM HOA, LUU THI BICH NGOC

Tóm tắt


     This study was aimed at investigating three factors (service quality, brand image and price perception) and assessed the degree of the impact of each factor on customer satisfaction, especially the relationship between customer satisfaction and customer loyalty in Vietnamese mobile telecom sector where there have been the existence of the fierce competition, mature market and internationally integrated economy, ultimately struggling for market share and survival. The results indicated that each factor (service quality, brand image, price perception) has a positive impact on customer satisfaction at the different level as well as a significantly positive relationship between customer satisfaction and customer loyalty in mobile telecommunication industry in Vietnam. The results of this study are consistent with the findings and evidence in the extant literature. The study provides the important feedback from customers to mobile telecom suppliers. Research findings are expected to be marketing insights for Vietnamese mobile telecom managers so that they can develop the sound marketing strategies in today's competitive and costly market. 


Toàn văn: PDF

Journal of Science - Ho Chi Minh City Open University