Factors affecting customers' loyalty: A case study of supermarkets in Dong Nai Province

Tóm tắt

Customer loyalty is a crucial factor that every business must always pay attention to due to the fierce competition in today's retail industry. Acquiring new customers costs more than retaining those who already know and love the product or service. Therefore, the article aims to study the factors affecting the loyalty of customers shopping at supermarkets in Dong Nai province, from which the authors propose management implications that contribute to improving loyalty. The authors surveyed 500 customers who were shopping at supermarkets based on the research objectives. The results of testing the linear regression model showed 5 influencing factors with a significance level of 5%. Research value helps supermarket managers recognize necessary and positive aspects to change management methods to contribute to increasing the number of customers shopping at supermarkets in the future. Finally, the novelty of this research is that increasing customer loyalty helps supermarkets boost sales and increase profits.