Impact of Product Quality and Customer Satisfaction on Customer Loyalty – An Empirical Study of Vietnam Mobile Instant Messaging Application Market

• Main Authors: Dang Trung Bui Nguyen, 裴阮燈忠
• Other Authors: Tseng – Chung Tang
• Format: Others
• Language: en_US
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/at5k74

碩士 === 國立虎尾科技大學 === 企業管理系經營管理碩士班 === 105 === The rapid developments of information and telecommunication are changing human lives. Given that technology has been playing an important role in modern social life, we have alternative ways to work, communicate, and to entertain. At the present time, with the huge usage of smartphones, many of our demands were met only by your phone, and the communication is not an exception. It is the reason that over – the – top (OTT) instant mobile messaging applications (IM apps) are widely being used in over the world. Vietnam, with the population is over 92 million (2016) is a very attractive market for OTT IM apps, and thus motivating this study. The objectives of this study are to examine the effect of product quality and customer satisfaction on customer loyalty among smartphone users in this market. In addition, this study also determines which factors are the most important to users when they make decision in selecting an application. An aggregate of 406 effective respondents were collected in this study and PASW Statistic 18.0 was used to analyze the collected data. The result indicated that two hypotheses were supported, and product quality and customer satisfaction have positive impact on customer loyalty.