FACTORS INFLUENCING CUSTOMER LOYALTY TO GREEN BRAND PRODUCTS: THE CASE OF VINFAST’S PASSENGER TRANSPORTATION SERVICES

Abstract

This study is to analyze the factors influencing customer loyalty towards green brand products: The case of VinFast's passenger transportation services based on the loyalty theory of Oliver (1999) and the theory of reasoned action (TRA) of Ajzen and Fishbein (1980) to examine the two aspects (attitudinal and behavioral) of loyalty through two factors, “Trust” and “Satisfaction”. Remarkably, the study examines how the factors (green brand image, perceived green brand value and perceived green quality) affect customer loyalty through trust (attitudinal aspect) and satisfaction (behavioral aspect). Subsequently, the study examines how trust and customer satisfaction impact customer loyalty. The structural equation modeling (SEM) and Delphi method are used to test the impacts of those factors on customer loyalty towards VinFast's green passenger transportation services. The results show that “Perceived Green Quality” and “Green Brand Image” impact
“Trust”. Meanwhile, “Perceived Green Value” does not affect “Trust”. “Perceived Green Quality” has the most significant effect on “Satisfaction”, followed by “Perceived Green Value”. The correlation between “Green Brand Image” and “Satisfaction” is not statistically significant. “Satisfaction” has the most significant impact on “Loyalty” while "Trust” has a less impact on consumer loyalty.