This study aims to examine the relationship between the service quality, trust, customer satisfaction and customer loyalty for the convenience stores in Vietnam. These relationships are tested with a sample of 358 customers at the convenience stores in Vietnam. By using the partial least squared structure equation modeling (PLS-SEM) with Smart PLS software for data analysis. The finding showed that service quality has a significant positive effect on customer satisfaction, trust and customer loyalty. The finding of this paper also showed that customer satisfaction has a significant positive effect on both of trust and customer loyalty. The finding also showed that trust has a significant positive effect on customer loyalty. From the above results, the study offers implications for managers.
Volume 11 | 01-Special Issue
Pages: 327-333