Proceedings of ICLT 2019
EXPLORING CONSUMER LOYALTY BEHAVIOUR TOWARDS VIETNAMESE STRATEGIC RETAIL GROUPS
Thi D. E. Nguyen; David B. Grant; Christopher Bovis
School of Management, University of Economics Ho Chi Minh City Vietnam; Marketing and Business Strategy Group, Faculty of Business, Law and Politics, University of Hull, UK; School of Management, University of Economics Ho Chi Minh City Vietnam
International Conference on Logistics & Transport 2019, Hanoi, Vietnam, pp. 18-19
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Abstract
Purpose: This paper investigates consumer loyalty behaviour towards Vietnamese grocery retailers. The country’s increased growth is rapidly changing consumer buying power, and hence expectations of product offerings and service as well as consumer loyalty behaviour are also changing. It is therefore timely to investigate these issues and how they may affect certain retail groups, e.g. supermarkets or ‘mom and pop’ stores and their respective strategies. Research Design/Methodology/Approach: A literature review on customer loyalty behaviour and expectations and from inter alia Parasuraman, Zeithaml and Berry’s service quality model paper informed this qualitative approach. Semi-structured interviews were conducted with retail experts and consumers to determine critical factors and gaps in consumer expectations and their loyalty behaviour to understand this phenomenon. Findings/Research and Practical Implications: Findings revealed various gaps between consumer expectations/customer loyalty behaviour in Vietnam and the literature, identified five strategic grocery retail groups, and provided measures to test empirically in a subsequent quantitative study, following guidelines from Churchill. This paper contributes to our theoretical understanding of grocery retail in a rapidly changing emerging nation and provides guidance for the various retail groups to set-out their respective strategies and establish competitive advantage. Originality/Value: This study contributes to the grocery retail and service debate, which has been widely researched in Europe and North America but is under-researched in emerging nations. Its value comes from using an interdisciplinary approach comprising retail logistics/supply chain and marketing and presenting perspectives from both retailer and consumer contexts. The 11th International Conference on Logistics and Transport 2019 11 FACTORS AFFECTING THE ADOPTION OF TRANSPORTATION EMARKETPLACES IN VIETNAM PHAM Xuan Dung1 and TRINH Thi Thu Hu
Keywords
Transportation; Transportation e-marketplace; Shipper; Transport service providers; Vietnam
Citation
Thi D. E. Nguyen; David B. Grant; Christopher Bovis (2019). EXPLORING CONSUMER LOYALTY BEHAVIOUR TOWARDS VIETNAMESE STRATEGIC RETAIL GROUPS. Proceedings of the International Conference on Logistics & Transport (ICLT 2019), Hanoi, Vietnam, pp. 18-19.