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9 (2) 2019

The relationship between service quality, price perception, customer satisfaction and customer loyalty: a study in Nguoi Ban Vang – A pawn service company in Ho Chi Minh City


Author - Affiliation:
Vo Thi Quy - International University – Vietnam National University HCM City , Vietnam
Vo Duy Huy - International University – Vietnam National University HCM City , Vietnam
Corresponding author: Vo Thi Quy - vtquy@hcmiu.edu.vn

Abstract
This study aims to investigate the relationship between service quality, price perception, customer satisfaction, and loyalty. The survey method was applied with a sample size of 350 conducted with Nguoi Ban Vang pawnshops located in Ho Chi Minh City. The study results showed that service quality, price perception, and a new factor identified through the exploratory factor analysis, named staff competency, have a significant impact on customer satisfaction at the significance 0.05 level. The research also found that customer satisfaction impacts positively significantly on customer loyalty at the 0.01 level. These results imply that pawnshops should focus on increasing service quality, improving pricing policies and staff competence in order to gain customer satisfaction and their loyalty.

Keywords
customer loyalty; customer satisfaction; Ho Chi Minh; pawnshop; Vietnam

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DOI: https://doi.org/10.46223/HCMCOUJS.econ.en.9.2.156.2019
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