LOYALTY OF CUSTOMER TOWARD AUTO MAKET BRAND NAME IN VIETNAM

• Main Author: Pham Trong Tan
• Other Authors: Ying-Maw Teng
• Format: Others
• Language: en_US
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/4q3bx3

碩士 === 義守大學 === 管理碩博士班 === 107 === This study is developed under the rationale of auto manufacturing companies in Vietnam for knowing the importance of customer loyalty by identifying how its determinants in order to have proper marketing programs to retain current customers. There are three factors which are used to measure the effects on customer loyalty, including customer satisfaction, brand trust, and service quality. A quantitative research method is adopted and primary data is collected from the survey with 100 respondents. The result shows that 54.6% of variance of customer loyalty is explained by including customer satisfaction, brand trust, and service quality and brand trust have the show that highest effect on customer satisfaction. Moreover, customer satisfaction is responded positively of these factors.