The role of adaptive culture in the impact of fiber optic Internet service quality on customer satisfaction and loyalty in Ho Chi Minh City

Abstract

This article examines the role of adaptive culture in the impact of fiber optic Internet service quality on consumer satisfaction and loyalty. The data was collected from 332 individuals using fiber optic Internet service in Ho Chi Minh City. The scale was evaluated through Confirmatory Factor Analysis (CFA), and the hypotheses were tested using Structural Equation Modeling (SEM). The results indicate that fiber optic Internet service quality is a key factor that directly positively affects consumer satisfaction and loyalty, while satisfaction also plays a partly intermediate role in the impact of the quality on their loyalty. In addition, an adaptive culture has a positive influence on satisfaction and a positive regulatory role in the influence of fiber optic Internet service quality upon satisfaction. However, the role of adaptation culture in the influence of fiber optic Internet service quality on loyalty has not been found. From these results, implications are given for enhancing consumer satisfaction and loyalty through fiber optic Internet service quality and the moderating role of adaptive culture.