||The Impacts of Product Quality, Service Quality, Price, and Trust on Customer Satisfaction and Customer Loyalty, and the Moderating Effect of Brand Country-of-Origin: A Study on Motorcycle Users in Vietnam
||The Impacts of Product Quality, Service Quality, Price, and Trust on Customer Satisfaction and Customer Loyalty, and the Moderating Effect of Brand Country-of-Origin: A Study on Motorcycle Users in Vietnam
||Institute of International Management (IIMBA--Master)
||Van Thang Nguyen
Perceived product quality
Country of origin
This study explored the influence of perceived product quality, service quality, price, and trust on customer satisfaction and customer loyalty in Vietnamese motorcycle market. In addition, the moderating effect of perceived importance of country of origin in brand on the relation between price and customer satisfaction was also investigated. This study surveyed and collected 253 answers from motorcycle users in Vietnam. The research results based on these answers showed that eight hypotheses were well-supported with providing very important evidences for this study. The findings indicated that customers were satisfied and loyal with motorcycle brand when they perceived that the product brand has good quality, the price of product is reasonable to purchase, and the motorcycle firms are responsible for their products and in supporting customers. Additionally, customers who perceive the country of origin in brand as an important cue in purchasing decision are most likely be satisfied even the price of the products are high. Surprisingly, the results of this study showed that service quality has negative influence on customer satisfaction. The explanation of this is because service was provided to customers almost during maintaining and repairing times, so more of service received the worst of product quality. Therefore, in overall customers were dissatisfied due to the low quality of products as well as wasting time and money for fixing their motorcycles.
TABLE OF CONTENTS
TABLE OF CONTENTS III
LIST OF TABLES VII
LIST OF FIGURES IX
CHAPTER ONE INTRODUCTION 1
1.1 Research Background and Motivation. 1
1.2 Research Objectives and Expected Contributions. 4
1.3 Research Procedures. 5
1.4 Research Structure. 6
CHAPTER TWO LITERATURE REVIEW 7
2.1 Theoretical Background. 7
2.2 Definition of Research Constructs. 10
2.2.1 Perceived Product Quality. 10
2.2.2 Service Quality. 11
2.2.3 Price. 12
2.2.4 Trust. 13
2.2.5 Customer Satisfaction. 14
2.2.6 Customer Loyalty. 15
2.2.7 Perceived Importance of Country of Origin in Brand. 17
2.3 The Development of Hypotheses. 18
2.3.1 Relationship between Perceived Product Quality and Customer Loyalty. 18
2.3.2 Relationship between Perceived Product Quality and Customer Satisfaction. 18
2.3.3 Relationship between Service Quality and Customer Satisfaction. 19
2.3.4 Relationship between Price and Customer Satisfaction. 20
2.3.5 Relationship between Trust and Customer Satisfaction. 21
2.3.6 Relationship between Trust and Customer Loyalty. 22
2.3.7 Relationship between Price and Customer Loyalty. 22
2.3.8 Relationship between Customer Satisfaction and Customer Loyalty. 23
2.3.9 The Moderating Effect of the Perceived Importance of Country of Origin in Brand on the Relationship between the Price and Customer Satisfaction. 24
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 26
3.1 Research Model. 26
3.2 Construct Measurement Procedures. 27
3.2.1 The Information of Respondents. 27
3.2.2 Perceived Product Quality. 28
3.2.3 Service Quality. 28
3.2.4 Price. 29
3.2.5 Trust. 30
3.2.6 Customer Satisfaction. 30
3.2.7 Customer Loyalty. 31
3.2.8 Perceived Importance of Country of Origin in Brand. 32
3.3 Research Hypotheses to be Tested. 32
3.4 Questionnaire Design. 33
3.5 Sampling Plan. 33
3.6 Data Analysis Procedures. 33
3.6.1 Descriptive Statistic Analysis. 34
3.6.2 Reliability Test. 34
3.6.3 Confirmatory Factor Analysis (CFA). 34
3.6.4 Path Analysis. 35
CHAPTER FOUR DATA ANALYSES AND RESULTS 36
4.1 Characteristics of the Respondents. 36
4.2 Descriptive Statistical Analyses. 38
4.3 Reliability Test. 40
4.4 Item-to-Item Correlation. 42
4.5 Confirmatory Factor Analysis (CFA). 47
4.5.1 Construct Confirmatory Factor Analysis (CFA). 48
4.5.2 Discriminant Validity. 59
4.6 Path Analysis. 60
4.7 Mediating Effects. 63
4.8 Moderating Effects. 63
CHAPTER FIVE RESEARCH CONCLUSIONS AND SUGGESTIONS 66
5.1 Research Conclusions. 66
5.2 Research Contributions. 70
5.2.1 Academic Contribution. 70
5.2.2 Managerial Contribution. 71
5.3 Limitations and Further Research Suggestions. 71
Appendix 1: Questionnaires Designed for Respondents 81
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