Abstract
This study investigates the relationship between retailer service quality and customer loyalty by conducting questionnaire survey on 664 buyers in several supermarkets in Vietnam. This questionnaire was constructed with 49 retail service quality items covering 6 service quality dimensions namely Physical aspects, Reliability, Personal Interaction, Problem solving and Policy and Information of goods, and 2 customer loyalty items. Statistical analysis results indicate the significant link between customer loyalty and such dimensions of service quality as Problem solving, Policy and Personal Interaction. From these findings, both managerial and theoretical implications have been discussed.
Highlights
Due to undeniable impacts on organizations’ performance, customer satisfaction, customer loyalty, and in turn, profitability, service quality has attracted great attention from practitioners, managers and researchers all over the world
This study investigates the relationship between retailer service quality and customer loyalty by conducting questionnaire survey on 664 buyers in several supermarkets in Vietnam
The results indicated that five retail service quality dimensions comprising of the Quality of merchandise, Service personnel, Layout of retail store, Appearance and Safety have significant impacts on customer satisfaction and customer loyalty
Summary
Due to undeniable impacts on organizations’ performance, customer satisfaction, customer loyalty, and in turn, profitability, service quality has attracted great attention from practitioners, managers and researchers all over the world. Experiencing the highest growth rate in the world since 2001 with 25% annual increase on average, Vietnam is currently considered as one of the most dynamic economy in South East Asia which possesses enormous advantages to attract retailers. This situation raises a question about how retail businesses can perform better in this highly competitive market. Attaining customer loyalty which is fruitful sources of profits could be a potential answer for this question To address this need, the study aims to examine service quality as well as its impacts on customer loyalty to find out which components of service quality significantly contribute to improve customer loyalty for retail businesses in Vietnam
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