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

Cong Minh Huynh () and Phan Kim Han Nguyen

MPRA Paper from University Library of Munich, Germany

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.

Keywords: Brand awareness; Brand image; Perceived value; Customer loyalty; Milk industry (search for similar items in EconPapers)
JEL-codes: L81 M31 M37 (search for similar items in EconPapers)
Date: 2024-03-01
New Economics Papers: this item is included in nep-agr, nep-ipr, nep-sea and nep-tra
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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