Some factors affection customer loyalty: A study of domestic airlines service in Vietnam

Abstract

The purpose of this study is to examine the impacts of service quality and brand image on bothsatisfaction and loyalty towards domestic airlines service in Vietnam. It also investigates the relationship between satisfaction and customer loyalty. Structural equation modeling was used to test these relationships, using a sample of 210 domestic airlines passengers in Hochiminh City –Hanoi route. The results show that service quality is positively related to both satisfaction and loyalty. In addition, brand image has a positive relationship with satisfaction and customer loyalty. The results also indicate that satisfaction has a positive influence on loyalty. Finally, the results reveal no differences neither types of airlines nor gender are found.

Keywords

• chất lượng dịch vụ
• hình ảnh thương hiệu
• sự thỏa mãn
• lòng trung thành
• hàng không nội địa
• việt nam