Factors Affecting Brand Loyalty of the Co.opmart Supermarket in Vietnam: The Mediating Effect of Brand Trust and Customer Satisfaction

This study examines factors affecting the brand loyalty of Co.opmart Supermarket’s customers in Ho Chi Minh City. The mediating effect of brand trust and customer satisfaction on brand loyalty is also investigated. Among 320 questionnaires, 311 valid responses were collected through an online survey. AMOS software is used to process exploratory factor analysis (EFA), factor analysis confirmatory (CFA) and structural linear modelling (SEM). The result has identified five factors that affect the brand loyalty of Co.opmart Supermarket’s customers, which include (1) service quality, (2) brand experience, (3) perceived value, (4) brand trust and (5) customer satisfaction. Service quality is the most positive and decisive factor affecting brand trust and customer satisfaction significantly impacts the brand loyalty of Co.opmart supermarket’s customers. From the result, the author proposes some administrative implications to improve the brand loyalty of the supermarket’s customers in Ho Chi Minh City. At the same time, this study also contributes to the basis for the following related studies.