Economics, Law and Management - Research article
Factors affecting customer loyalty The case of fresh fruit customers in Vietnam
- University of Finance - Marketing
Correspondence to:
Bang Viet Nguyen,
University of Finance - Marketing.
Email:
pvphuc@vnuhcm.edu.vn.
Published:
2016-03-31
Abstract
This paper aims to test theory on factors affecting the loyalty of customers of fresh fruits in the Vietnamese market. The results from SEM indicate that the customer loyalty is directly affected by brand awareness, brand association, perceived quality and perceived safety. The results also show that perceived quality and brand awareness exert direct influence on brand association.