Số phát hành: Số 17 - Tháng 7 - 2022Quản trị - Quản lý
Exploring the sources of competitive advantage through customer satisfaction and customer loyalty: Case study of Vietnamese securities companies
Xuất bản: tháng 7 31, 2026
Tóm tắt
There is a strong relationship among customer satisfaction, customer loyalty and competitive advantage. This study is to find out the competitive advantages of securities companies in Vietnam via their customer satisfaction and customer loyalty factors. A PLS-SEM model with 8 latent variables and 28-item questionnaires is proposed. There are 47,418 valid responses out of more than 200,000 questionnaires delivered to customers of 31 securities companies in Vietnam, then the study indicates the relationship among those latent variables. The study’s results show that the most impactful variables on the customer satisfaction are perceived quality, information quality, technology quality and brand image. Meanwhile, the price policy of company has just a minor impact on the customer satisfaction, and it has more influence on the customer loyalty. The information quality and the brand image has favorable impacts on the customer loyalty. This study’s results are expected to help Vietnamese securities companies improve their competitive advantages and enhance their competitive strategies.
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