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The paper aims to analyze and quantify the factors affecting consumer loyalty to retail stores in Ho Chi Minh City (HCMC) in the lens of the Theory of Reason Action (TRA). The paper uses a combination of qualitative and quantitative research methods. The former was conducted through focus group discussions with 15 consumers using services at retail stores in HCMC while the latter was conducted by a direct survey on 465 customers using the service of retail stores in HCMC. The results show that (i) preferential treatment from retail stores, (ii) consumer commitment, (iii) consumer gratitude, and (iv) perceived service quality affect consumer loyalty. The research has limitations such as (i) consumer loyalty is influenced by many other factors. Therefore, it is necessary to include additional determinants in future research (ii) the research is only conducted in HCMC, and (iii) the sample size is relatively small with only 465 consumers.

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Article Details

Issue: Vol 4 No 3 (2020): Under Publishing
Page No.: Online First
Published: Jul 27, 2020
Section: Research article

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Creative Commons License

Copyright: The Authors. This is an open access article distributed under the terms of the Creative Commons Attribution License CC-BY 4.0., which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited.

 How to Cite
Minh, V. (2020). Factors affecting consumer loyalty at retail stores in Ho Chi Minh City. Science & Technology Development Journal - Economics - Law and Management, 4(3), Online First.

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