Study factors affecting brand loyalty of customer in distributor in ho chi minh city – the role of moderating variable commitment from relationships

Abstract

The objective of the study is to determine the factors affecting customer satisfaction with the brand in the case of outsourcing enterprises, and at the same time evaluate the role and impact of the moderating variable "Commitment from the relationship". Based on qualitative research including expert discussion, group discussion, research model and research hypotheses are proposed. The quantitative study used SPSS and AMOS software version 22.0 to analyze descriptive statistics, check scales, analyze EFA, test CFA, test models. Through a survey of customers with an estimated 500 other customers who have been working and cooperating with outsourced businesses in Ho Chi Minh City, after correcting the removal of invalid survey votes from the data of 421 customers participating in the survey, 357 survey votes have appropriate results. The study uses a data set with a sample size of 357 analysis progress samples. Research results show that there are 6 factors affecting brand loyalty to outsourced businesses. In which, there are 3 factors that directly affect customer satisfaction and convert into brand loyalty in decreasing order as follows: (1) Service quality, (2) Brand reputation, (3) Social responsibility, and factor (4) Price of products and services has the opposite effect. Mediators (5) Customer Satisfaction and Regulatory Variables (6) Commitment from relationships plays a role in transforming customer satisfaction into brand loyalty.