Factors affecting customer loyalty – The mediating role of satisfaction – The case of Vietnamese coffee brands

Abstract

The study aims to identify factors affecting customer loyalty when using Vietnamese coffee brands in Ho Chi Minh City, with the role of mediating satisfaction. Mixed research methods were used, combining qualitative and quantitative methods, in which quantitative methods play a leading role. Survey data of 322 customers were collected online and in person. The partial least squares linear structural model with SmartPLS.1.4.0.0 software was used to test the research hypotheses. The research results show that: customer experience, service quality, and brand reputation directly affect customer loyalty, and indirectly affect loyalty through satisfaction. Trust directly affects loyalty, not through satisfaction. The research results suggest managerial implications to improve customer loyalty for Vietnamese coffee brands.