The effects of firm’s innovation on customer’s loyalty: A case study of Saigon COOP

Abstract

Identifying how the innovation affects the customer’s loyalty via the consumer perceived value and customer satisfactions from products or services provided by the Coopmart Retailers System in Ho Chi Minh City, Vietnam is the purpose of this search. This research also draws some suggestions for the firm’s future development. The research was conducted through 2 phases: a qualitative pilot study and quantitative analysis. The pilot study was conducted with 5 people who are working in Coopmart as department heads, deputy heads, and managers with at least 10 years’ experience. The qualitative survey will be distributed in the Ho Chi Minh City Coopmart system’s customers with member cards where 291 valid surveys were qualified for further analysis. This research’s insight is the impacts of innovation on the consumer perceived value, which has few focuses from previous studies. The outcome of the research has shown different aspects of the innovation to the consumer perceived value and customer satisfactions.

Keywords

• marketing innovation
• products/service innovation
• social media innovation
• customer’s loyalty
• customer satisfactions
• consumer perceived value