Title: Links among service quality, customer satisfaction and loyalty in Vietnam retail industry during the COVID-19 pandemic

Authors: Thien-Vu Tran; Nhi Thi Hoai Nguyen

Addresses: Department of Digital Economy and Electronic Commerce, Vietnam-Korea University of Information and Communication Technology, The University of Danang, Vietnam; Department of Economics and Business, VN-UK Institute for Research and Executive Education, The University of Danang, 158A Le Loi, Hai Chau District, Danang City, Vietnam ' Department of Economics and Business, VN-UK Institute for Research and Executive Education, The University of Danang, 158A Le Loi, Hai Chau District, Danang City, Vietnam

Abstract: In-store service quality and customer satisfaction, with its final effect on customer loyalty, have attracted relatively little attention during the COVID-19 pandemic in Vietnam. This study examines the causal links among service quality, customer satisfaction and loyalty in Vietnam retail industry. A questionnaire-based survey collected data from 249 Vietnamese customers from a supermarket in Danang City during the lockdown. The research model was validated using PLS-SEM. The findings show that: 1) physical aspects, reliability, personal interaction, customer care, and policy as the five components of service quality positively influence customer satisfaction; 2) customer satisfaction has a positive influence on loyalty and also plays a mediating role linking service quality and loyalty; 3) among these components, reliability and customer care make a difference between direct purchase and shopping through electronic devices. Consequently, retail managers should significantly improve the five dimensions of service quality to maintain customer satisfaction and loyalty; among these dimensions, reliability and customer care should be considerably paid attention to when customers purchase online.

Keywords: service quality; customer satisfaction; customer loyalty; retail industry; Vietnam; COVID-19.

DOI: 10.1504/IJEMR.2025.143044

International Journal of Electronic Marketing and Retailing, 2025 Vol.16 No.1, pp.21 - 38

Received: 14 Jan 2022
Accepted: 17 Jun 2022
Published online: 02 Dec 2024 *

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