The main purpose of the study was to empirical research on the effect of brand image and perceived value on customer satisfaction and customer loyalty at convenience stores in Vietnam. We tested these relationships with a sample of 358 customers at convenience stores in Vietnam. By using the partial least squared structural equation modeling (PLS-SEM) with Smart PLS software for data analysis. The findings revealed that brand image has a significant positive effect on both customer satisfaction and customer loyalty. The findings of this paper also showed that perceived value has a significant positive effect on both customer satisfaction and customer loyalty. The findings also showed that customer satisfaction has a significant positive effect on customer loyalty. From the above finding results, the study offered implications for managers, limitations, and directions for future research.
Volume 11 | 08-Special Issue
Pages: 1446-1454