| Summary: | 碩士 === 逢甲大學 === 國際經營與貿易學系 === 105 === Sampling 198 fresh milk customers in Long Bien district and using EFA, CFA, and SEM analysis methods, the Vinamilk’s fresh milk customers’ loyalty was built based on five components: Quality Perception, Price Perception, Innovation, Corporate Image. This study also ranked the factors affecting to the customers’ satisfaction, trust and loyalty. Customer’s satisfaction was affected, in the order, by price perception, innovation, product quality and corporate image; the customer’s trust was affected by corporate image, quality perception, innovation and price perception.
Both customers’ trust and satisfaction affected customers’ loyalty. To maintain and enhance customers’ loyalty, Vinamilk should improve the customer satisfaction and customer trust with prioritized implementation of the following solutions: Maintaining and enhancing the corporate image, constantly improving quality perception, offering affordable price, and expanding innovation.
Some solutions are promoted to improve customers’ satisfaction and maybe to remain customers’ loyalty. This lead to make customer comeback to continue to buy products from Vinamilk.
In the future, some researcher can focus on the result of this paper leads a suggestion and direction to enhance customers’ loyalty in some industry such as mobile device retail, the auto industry.
Keywords: Vinamilk fresh milk, customers’ loyalty, satisfaction, trust.
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