THE RELATIONSHIP BETWEEN SERVICE QUALITY, CUSTOMER SATISFACTION AND LOYALTY FOR CONVENIENCE STORES IN HO CHI MINH CITY

Abstract

This study aims to examine the relationship between service quality, customer satisfaction and customer loyalty for the convenience stores in Ho Chi Minh City. These relationships are tested with a sample of 358 customers at convenience stores in Ho Chi Minh City. By using the partial least squared structure equation modeling (PLS-SEM) with SmartPLS software for data analysis. The result showed that there is a positive and significant relationship between service quality on both customer satisfaction and customer loyalty. The study also showed that customer satisfaction has a partial mediation role between service quality and customer loyalty. From the above results, the study offers implications for managers and directions for future research.