Influences of Purchase Involvement on the Relationship Between Customer Satisfaction and Loyalty in Vietnam

This chapter has focused on influences of consumers’ purchase involvement on the relationship between satisfaction and loyalty. The loyalty is based on three factors: commitment, trust, and word of mouth. A quantitative study has been conducted to determine the direction, magnitude, and effect of the relationship between satisfaction and loyalty; furthermore, to assess the influence of the purchase involvement, as a moderator variable, on the loyalty of Vietnamese consumers. The paper is inherited and developed from the author’s doctoral thesis with an empirical research in Hanoi and Ho Chi Minh City in 500 samples. The paper aims at testing the proposed theoretical model and research hypotheses. The research shows that the satisfaction has a positive relationship with the loyalty’ factors including commitment, trust, and word of mouth. The analysis of the impact of satisfaction on factors of loyalty says that the satisfaction makes the greatest impact on word of mouth (1.39) and the least on trust (1.043). At the same time, the paper also results that the purchase involvement increases the impact of satisfaction on loyalty. The impact is the most clearly demonstrated on commitment (0.498), while the satisfaction has less impact on trust (0.35) and word of mouth (0.01).