SERVICE QUALITY, CUSTOMER SATISFACTION AND LOYALTY: A STUDY OF SUPERMARKETS IN HCM CITY

Abstract

This study explores the relationships between the quality service of the supermarkets, and the customer satisfaction and loyalty. These relationships were tested using a sample of 318 supermarket shoppers in HCM City. The results indicate that the quality of the service is an important factor that makes customers satisfied and loyal to a supermarket. In addition, factors as customer age and income groups do not alter the above relationships. Implications for managers and directions for future research are also discussed.