Factors Influencing Customers’ Loyalty: An Empirical Study for the Milk Industry in Vietnam

Huynh, Cong Minh and Nguyen, Phan Kim Han (2024): Factors Influencing Customers’ Loyalty: An Empirical Study for the Milk Industry in Vietnam.

Abstract

This study investigates the impact of brand awareness, brand image, and perceived value on customer loyalty within the milk industry in Vietnam. The research concentrates on renowned milk brands in Vietnam, such as Vinamilk, Dutch Lady, Nutifood, Nestle, TH true milk, Abbott, and Fami. The results from a sample of 141 respondents reveal that each of these factors positively influences customer loyalty. Notably, perceived value emerges as the most influential factor, with brand image and brand awareness following in strength. These findings offer valuable insights for professionals and researchers in related business domains.

• Item Type: MPRA Paper
• Language: English
• Keywords: Brand awareness, Brand image, Perceived value, Customer loyalty, Milk industry
• Subjects: L - Industrial Organization > L8 - Industry Studies: Services > L81 - Retail and Wholesale Trade ; e-Commerce; M - Business Administration and Business Economics ; Marketing ; Accounting ; Personnel Economics > M3 - Marketing and Advertising > M31 - Marketing; M - Business Administration and Business Economics ; Marketing ; Accounting ; Personnel Economics > M3 - Marketing and Advertising > M37 - Advertising

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