| Summary: | 碩士 === 國立高雄第一科技大學 === 國際管理碩士學位學程 === 104 === The contribution of retail sector to national economies is becoming more and more important, especially in emerging markets. According to the agreement that Vietnam government signed when joining to WTO, Vietnam’s retail market is fully open in 2015. That means retail corporations with 100% foreign capital can establish theirs business in Vietnam. This leads to increase the attractiveness of Vietnam’s retail market; however, retailers also face to many difficulties namely, the declining purchasing power of consumers, the intense competition of retail market. Therefore, to grow in difficult conditions, it is necessary for retailers to find the effective way to attract and satisfy customers.
This study focused on the impact of customer experience to customer loyalty when they were shopping at supermarkets in Vietnam. The questionaire was conducted with a sample of 165 respondents who had the shopping experiences. SPSS (Statistical Product and Services Solutions) was used for data analysis including descriptive statistics, reliability test, mediation test and regression analysis. The study aims at exploring the relationship between store environment (layout, design, music and voice, employees), customer perceived value, consumer satisfaction and loyalty intention. The results show that consumer satisfaction plays a mediating role in the relationship between store environment (as well as customer perceived value) and loyalty intention. Additionally, this study indicates that there are significant differences in consumer loyalty intention in terms of age and income groups. In light of the major findings, the study sets forth strategic implications for business practitioners.
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