Customer’s Loyalty Analysis: A Case Study of Hapro Mart Supermarket in Hanoi

Abstract

      This study focused on analyzing factors that affect customer’s loyalty towards retail services of Hapro Mart supermarket. The study used primary data collected from 197 consumers who usually buy products at Hapro Mart supermarket in Hanoi City. Cronbach’s Alpha was applied to test the reliability of the data while exploratory factor analysis (EFA) and Structural Equation Modeling (SEM) were used to construct the relationship among factors of service quality, trust, satisfaction and customers’ loyalty. The findings indicate that service quality had a direct and positive impact on the trust and satisfaction and indirect impact on customers’ loyalty. However, commodity components of service quality did not impact on customer’s trust and satisfaction. On the other hand, consumer’s loyalty has been positively influenced by 3 factors: trust, satisfaction, and promotion programs and support services. Three solutions were suggested to improve customer’s trust and satisfaction and customers’ loyalty: product diversification and differentiation, professional staff training and sale promotion.