Giải pháp nâng cao lòng trung thành của khách hàng đối với thương hiệu Xoài Cát Hòa Lộc, Tiền Giang

Abstract

The study was carried out to propose some solutions to enhance the loyalty of consumers for Hoa Loc mango brand. Data used in the study were collected from 419 customers in the Ho Chi Minh city, Can Tho city and Tien Giang province. With analysis of linear structural model (SEM), the study have identified three factors affecting loyalty are consumer habits, satisfaction and brand. Whereas, consumer habits have the most impact on the loyalty. These factors are important basis for proposing three implications to enhance customer’s loyalty toward Hoa Loc mango: packaging products, enhancing good features of product and developing Hoa Loc mangoes’ brand.