Title:
A STUDY ON EFFECT OF MULTI-CHANNEL SERVICE QUALITY ON CUSTOMER SATISFACTION AND LOYALTY

Authors:
Thi Thuy Ha Nguyen, Msc.; Van Ha Nguyen, Dr., Viet Nam

Abstract:

This paper is to study the effect of multi-channel service quality on customer satisfaction and loyalty. A research model is proposed based on previous research about retail service quality and internet site quality of specialty chain stores in Vietnam. Data collected from 250 respondents of people living in Hanoi (the Capital of Vietnam) and have experience of utilizing multiple channels in one buying process. The analysis then processed by using SPSS 25.0. The result shows that the components of retail service quality have stronger impact on customer satisfaction and loyalty than those of internet site quality. The result provides suggestions to practitioners to improve their website quality to have a higher overall multi-channel service quality.