THE RELATIONSHIP BETWEEN SERVICE QUALITY, PRICE PERCEPTION, CUSTOMER SATISFACTION AND CUSTOMER LOYALTY: A STUDY IN NGUOI BAN VANG – A PAWN SERVICE COMPANY IN HO CHI MINH CITY

Abstract

    This study aims to investigate the relationship between service quality, price perception, customer satisfaction and loyalty. Survey method was applied with the sample size of 350 conducted with Nguoi Ban Vang pawnshops located in Ho Chi Minh City. The study results showed that service quality, price perception, and a new factor identified through the exploratory factor analysis, named staff competency, have significant impact on customer satisfaction at the significance 0.05 level. The research also found that customer satisfaction impacts positively significantly on customer loyalty at 0.01 level. These results imply that pawnshops should focus on increasing service quality, improving pricing policies and staff competence in order to gain customer satisfaction and their loyalty.