Luận văn thạc sĩ UEH determining female shopper loyalty towards clothing stores

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Luận văn thạc sĩ UEH determining female shopper loyalty towards clothing stores

UNIVERSITY OF ECONOMICS HO CHI MINH CITYInternational School of BusinessNguyen Thi Kim Sa DETERMINING FEMALE SHOPPER LOYALTY TOWARDS CLOTHING STORESI?

Luận văn thạc sĩ UEH determining female shopper loyalty towards clothing stores ? ~ ........V ID:22120068AẠX8ỈMASTER OF BUSINESS (Honours)SUPERVISORS: Prof. Nguyen Dong PhongDr. Nguyen Phong NguyenVHo Chi Minh City - Year 2014----

5=3>*—ACKNOWLEDGEMENTSThis is our opportunity to express gratitude to those who have helped and supported us throughout the process.Firstly. I am espe Luận văn thạc sĩ UEH determining female shopper loyalty towards clothing stores

cially grateful to my supervisor. Dr. Nguyen Phong Nguyen, for the patient, dedicated guidance for this thesis over the past few.Secondly. I would lik

Luận văn thạc sĩ UEH determining female shopper loyalty towards clothing stores

e to thanks to the supervisorial panel's member who have thoroughly examine my thesis with valuable comments.Finally. I would like to dừect our gratit

UNIVERSITY OF ECONOMICS HO CHI MINH CITYInternational School of BusinessNguyen Thi Kim Sa DETERMINING FEMALE SHOPPER LOYALTY TOWARDS CLOTHING STORESI?

Luận văn thạc sĩ UEH determining female shopper loyalty towards clothing stores namDecember. 2014Nguyen Thi Kim SaABSTRACTStore loyalty is a phenomenon that is currently receiving a great deal of interest from retail management. W

hat is more, a loyal customer is a source of competitive advantage through repeat purchase and positive word of mouth. As a matter of fact, lots of en Luận văn thạc sĩ UEH determining female shopper loyalty towards clothing stores

terprises arc facing to the difficulty situation in Vietnam. It is not an exception, in clothing retail sector, the failure rate of doing that type of

Luận văn thạc sĩ UEH determining female shopper loyalty towards clothing stores

business is even higher than others. Tn hope of solving this issue, this study aims to study the underlying factors that could impact on female shopp

UNIVERSITY OF ECONOMICS HO CHI MINH CITYInternational School of BusinessNguyen Thi Kim Sa DETERMINING FEMALE SHOPPER LOYALTY TOWARDS CLOTHING STORESI?

Luận văn thạc sĩ UEH determining female shopper loyalty towards clothing stores l be deeply investigated in relation to store loyalty (LOY) directly and through shopper satisfaction (SAL) ill this study.To conduct this research, a

sample of 226 female shoppers in Ho Chi Minh City, Vietnam was surveyed to test the proposed model. After that, structural equation modeling was used Luận văn thạc sĩ UEH determining female shopper loyalty towards clothing stores

to analyze the collected data. It was found that store attributes and hedonic shopping motivation had positive effects on LOY. However, shopper satis

Luận văn thạc sĩ UEH determining female shopper loyalty towards clothing stores

faction construct is almost the same with store loyalty in Vietnamese customer’s mind. $0 that this paper will provide the implication based on the re

UNIVERSITY OF ECONOMICS HO CHI MINH CITYInternational School of BusinessNguyen Thi Kim Sa DETERMINING FEMALE SHOPPER LOYALTY TOWARDS CLOTHING STORESI?

Luận văn thạc sĩ UEH determining female shopper loyalty towards clothing stores ied in Ho chi Minh City it is belter to use cross-national, random sample Also, the study focuses on attitudinal loyalty. Behavioral loyalty should be

taken into account in future research. The findings suggest that the clothing store managers should show concentrate then positioning strategics not Luận văn thạc sĩ UEH determining female shopper loyalty towards clothing stores

only on the utilitarian dimension but also on the hedonic motivations to stimulate store loyalty. Also, it is necessary to deeply understanding custom

Luận văn thạc sĩ UEH determining female shopper loyalty towards clothing stores

er’s motivation shopping before designing their outlets with store attributes that would meet the expectations of shoppers, thus motivate them towards

UNIVERSITY OF ECONOMICS HO CHI MINH CITYInternational School of BusinessNguyen Thi Kim Sa DETERMINING FEMALE SHOPPER LOYALTY TOWARDS CLOTHING STORESI?

Luận văn thạc sĩ UEH determining female shopper loyalty towards clothing stores .............................................................1INTRODUCTION.......................................................................11.1.

Background.................................................................11.2.Research problem...................................................... Luận văn thạc sĩ UEH determining female shopper loyalty towards clothing stores

.....11.3.Research Objectives........................................................2

UNIVERSITY OF ECONOMICS HO CHI MINH CITYInternational School of BusinessNguyen Thi Kim Sa DETERMINING FEMALE SHOPPER LOYALTY TOWARDS CLOTHING STORESI?