Factors affecting customer satisfaction and loyalty: A case study in Ben Tre

Abstract

The paper defines and measures key
factors affecting Homestay tourist loyalty in Ben Tre
using qualitative and quantitative methods, in which
the qualitative research is carried out through focus
group discussions with 10 tourists and the other
through direct interviews with 294 tourists in Ben
Tre Province, Vietnam. The results show that: (i)
tourist loyalty is affected by tourist satisfaction,
Homestay service quality, cultural contact, tourist
satisfaction, and local food; and (ii) tourist
satisfaction is affected by Homestay service quality,
cultural contact, and local food. However, the
research has certain limitations, namely small sample
size of 294 tourists and convenient sampling
technique through direct interviews with respondents
who are using Homestay service in Ben Tre