Main Article Content
The objective of the study is to measure the impact of perceived value, service quality, and store atmosphere on customer satisfaction and customer loyalty at the convenience stores chain in Ho Chi Minh. The background theory used was the service quality of Parasuraman et al., 1988. The sampling method was convenience sampling. We collected data from 300 customers at the convenience stores chain in Ho Chi Minh City. PLS (Partial Least Squares) was used to analyze the measurement and structural model. The findings revealed that perceived value, service quality, and store atmosphere have a positive impact on customer satisfaction and customer loyalty. The research results also confirmed that customer satisfaction had a positive effect on customer loyalty. Based on the results, the author suggested implications for managers.