Effects of service quality on customer satisfaction and customer loyalty: The case of broadband internet services in Viet Nam

Effects of service quality on customer satisfaction and customer loyalty: The case of broadband internet services in Viet Nam

Author: 
Dr. Bang Nguyen Viet, Dr. Vu Nguyen Thanh, Nhan Vo Kim, Phu Phan Phung and Hung Nguyen Thanh
Abstract: 

The techniques of measuring service quality and its dimensions have become a major area in marketing. The purpose of this research paper has been to examine the impacts of quality service on customer satisfaction and customer loyalty which using internet broadband services in Viet Nam. This paper used qualitative research conducted through discussions with 30 consumers, and quantitative research conducted through direct interviews with 548 consumers. The results have indicated that reliability, responsiveness, assurance, tangibles, and empathy are influential factors on customer satisfaction, whereas, reliability, responsiveness, assurance, and tangibles have insignificant impact on customer loyalty.

Paper No: 
1535