(Luận văn) the impact of customer satisfaction, service quality and brand image on customer loyalty towards the restaurants of the tourist village in ho chi minh city

to tn MINISTRY OF EDUCATION AND TRAINING ACKNOWLEDGEMENTS UNIVERSITY OF ECONOMICS - HOCHIMINH CITY gh p ie I would like to express my appreciation to Dr Tran Ha Minh Quan for his w n motivation, support This thesis would not be completed without his support, ad lo enthusiasm He transferred professional knowledge of research methodology to th yj me has improved my research skills and provided useful guidance throughout my la ip uy academic career an lu I greatly appreciate to the board of managers in Van Thanh Tourist Village, Tan NGUYỄN MINH HẬU Cang Tourist Village who allowed me to conduct the survey at these restaurants n va m ll fu I would like to thank the customers at the restaurants of the Tourist Village in Ho n oi ChiTHE Minh City for their participation of effective data collection IMPACT OF CUSTOMER SATISFACTION, z vb interview tz I SERVICE QUALITY AND BRAND IMAGE ON greatly thanks to Mr Nguyen Van Cuong, who spent hours with me for the CUSTOMER LOYALTY ht TOWARDS THE RESTAURANTS OF THE IN HO CHI MINH CITY Lastly,TOURIST I offer my regardsVILLAGE to all of those who supported me during the research k jm om MASTER’S THESIS l.c gm Ho Chi Minh, Viet Nam Lu an April, 11th, 2012 n va re y te th Nguyen Minh Hau Ho Chi Minh City -2012 to tn gh MINISTRY OF EDUCATION AND TRAINING p ie UNIVERSITY OF ECONOMICS - HOCHIMINH CITY w n ad lo th yj uy an lu la ip NGUYỄN MINH HẬU n va tz n oi m ll fu THE IMPACT OF CUSTOMER SATISFACTION, SERVICE QUALITY AND BRAND IMAGE ON CUSTOMER LOYALTY TOWARDS THE RESTAURANTS OF THE TOURIST VILLAGE IN HO CHI MINH CITY z ht vb k jm om an Lu Ology Code: 60.34.05 l.c MASTER IN BUSINESS ADMINISTRATION gm MASTER’S THESIS th y te Ho Chi Minh City -2012 re PhD TRẦN HÀ MINH QUÂN n va Supervisor to tn ABSTRACT gh p ie Nowadays, together with the social economic improvement, the living standard is increasing and having lots of restaurants operating in Ho Chi Minh City To w n satisfy the customers’ needs, restaurants try to improve their quality of service and ad lo find out the better ways to attract more customers But it seems to be inefficient to th yj keep old customers and attract new customers Why does inefficient state happen ip uy and last for a long time in restaurant industry? The researchers pay attention to la find the reason for the problem and discover the main factors influencing to an lu customer loyalty in restaurant industry n va On the other hand, one of the interesting tourist types is the Tourist Village It exists as the resort or the simpler type: restaurant If resorts mainly exist in the m ll fu provinces, restaurants of the tourist village popularly exist in Ho Chi Minh city n oi The restaurants of the tourist village possess some advantageous points compare tz to the normal restaurants, such as: having a large square, can connect luxurious structure of the restaurant to the use of air, atmosphere and tree building But z ht vb even though, possessing these advantages, the number of customers come to the jm restaurants of the tourist village have also decreased Whether may It be k influenced by the common rules which have affected to restaurant industry or gm having another factors aiming at the tourist village not? This is a practical om l.c question and to supply a correct answer requires a research to show full of theoretical side, practical side Lu This thesis was conducted aiming at solving these problems and used interview A an th loyalty y te quality and the brand image of the restaurant have positive impact of customer re Village The results reveal that customer satisfaction, the components of service n restaurant of Van Thanh Tourist Village, The restaurant of Tan Cang Tourist va main survey was undertaken with a sample of 205 customers in two sites: The to Based on the findings, it is recommended that the restaurants of the tourist village tn in Ho Chi Minh city should consider the long term strategy as well as increasing gh p ie marketing program w Key words: n ad lo Customer loyalty, customer satisfaction, the brand image of the restaurant th yj an lu la ip uy n va tz n oi m ll fu z ht vb k jm om l.c gm an Lu n va re y te th to TABLE OF CONTENTS tn gh p ie Acknowledgements I Abstract II w Table of contents III n ad lo CHAPTER I: INTRODUCTION th yj 1.1 Research background uy ip 1.2 Problem definition an lu la 1.3 Research questions & objectives .4 1.4 Research delimitation n va 1.5 Research methodology and research design m ll fu 1.6 Significance of the research 1.7 Thesis structure .6 tz n oi CHAPTER 2: LITERATURE REVIEW & THEORETICAL MODEL z 2.1 Loyalty concept vb 2.2 Review of previous articles and theses on customer loyalty 14 ht k jm 2.3 Service quality concept 17 gm 2.4 Customer satisfaction concept .19 2.5 The brand image concept .22 l.c om 2.6 Impact of service quality, customer satisfaction, restaurant image on customer n re 2.9 Theoretical model and hypotheses 30 va 2.8 The conceptual framework .29 an 2.7 Factors contributing to customer loyalty 28 Lu loyalty 27 y te 3.1 Research process 32 3.2 Measurement 34 th CHAPTER 3: RESEARCH METHODOLOGY to 3.3 Preliminary survey 37 tn 3.4 Sampling method 39 gh p ie 3.5 Data analysis method .39 w CHAPTER 4: DATA ANALYSIS AND RESULTS n ad lo 4.1 Descriptive data analysis .40 4.2 Measure assessment .41 th yj 4.3 Hypotheses testing 44 uy ip 4.4 The regression model .44 an lu la 4.5 Interpretation and Discussion 45 n va m ll fu CHAPTER 5: CONCLUSION & IMPLICATIONS 5.1 Overview 47 n oi 5.2 Main findings 48 tz 5.3 Theoretical implications 50 z 5.4 Managerial implications 51 vb 5.5 Future research .53 ht k jm References 54 gm Appendix .61 List of tables 72 om l.c an Lu n va re y te th (Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city(Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city(Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city(Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city to CHAPTER I: INTRODUCTION tn gh p ie 1.1 Research background w When Viet Nam joint WTO in 2007, Viet Nam became a central point for tourist n ad lo visiting because of its natural atmosphere and beautiful sight as well as characteristic cuisines To attract tourist around the world, hotel and restaurant th yj industries play an important role on bringing value to customers If hotel supplies uy ip values related to destination for tourist visiting, restaurant sends characteristic an lu la cuisines for tourist As a result, hotel industry has a close relationship to restaurant industry because they aim at one objective as tourist Take this rules, lots of resorts n va had opened to supply both of hotel and restaurant services Normally, resorts set m ll fu up at places where are near to beach and resorts focus on tourist who has the demand on enjoying beautiful landscape and natural atmosphere Restaurant seems n oi to be one of a small part of resorts to serve customer about cuisine, and hotel plays tz a central point to make profit for resort because travelers tend to book room on z hotel over night during several days vb But in Ho Chi Minh City, resorts have individual characteristic where restaurant ht k jm services also play dominant role not less than hotel services The reason is due to gm the demands of customers In table 1.1, the number of respondent who visit to Ho Chi Minh city by attractive side is 43% and is smaller than the respondent who l.c om visit to other province As a place in which have many small rivers and lack of Lu mountain or beach, Ho Chi Minh City has not a dominant point about beautiful an sight compare to many provinces in which have beach or mountain but Ho Chi (Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city(Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city(Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city(Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city th respondent who visit to the tourist village by attractive side is 36% This is a small y te city had grown and can be seen as a type of resorts In table 1.2, the number of re Italian, Japanese, Thai and Chinese For this reason, tourist village in Ho Chi Minh n food and cuisines from around the globe, including French, Indian, Mexican, va Minh city can be thought as a place where tourist can enjoy delicious Vietnamese (Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city(Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city(Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city(Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city to percentage comparing to the respondent of who visit to star hotel and it implies tn that tourist village has not attractive landscape for visitors gh p ie In table 1.3, the structure of average expenditure out of tour for foreign visitors in the tourist village shows that expenditure to food is 48.3% as the highest value w compared to the expenditure to food of other accommodations This means that in n ad lo tourist village, restaurant which supplies food and beverage play an important source of profit compared to other hotels which have restaurant component th yj Although tourist village mainly focus on cuisine services which create a large uy ip percentage of its profit but tourist can enjoy more values in here rather than an lu la normal restaurant Tourist village include restaurant which possesses a large square and hotel as well as yacht service, fish hunting service Because of its n va sophisticated structure, all of its service values have an impact on customer m ll fu visiting but restaurant service play a central point to attract customer Although, restaurant is a part of supply chain of tourist village, but restaurant also compete n oi strongly with other restaurant Especially, there are lots of restaurant in Ho Chi tz Minh city which provide cuisines service not only Vietnamese characteristic but z also Asian or Europe characteristic To survive in this competition, restaurant on vb tourist village should reposition its value on two dimensions: ht k jm The first, the restaurant manager should define customer demands Understanding gm customer demands as well as analyzing factors influencing to customer loyalty is a key to make restaurant’s success l.c om The second, the restaurant manger should define restaurant strength and character an very important and it requires define their brand image on customer perception Lu in a relationship with other services of Tourist village Defining their character is (Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city(Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city(Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city(Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city th Dogdubay (2008) studied the determinants of customer loyalty by emphasizing on y te what main impact on loyalty in restaurant industry Cevded Avcikurt and Murat re manager making their solution Previous research on customer loyalty focuses on n what factors influence in loyalty as well as to supply information for restaurant va There have been many studies on customer loyalty in restaurant industry to clarify (Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city(Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city(Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city(Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city to the importance of food, service quality, ambiance, convenience Rasha Alli Eliwa tn (1993) focused on the image of restaurant to customer loyalty gh p ie Beside, there has been study on customer loyalty in the tourist village of Viet Nam country Nguyen Thi Tuyet Loan (2011) studied the impact of service quality, w customer satisfaction on customer loyalty in the tourist village of Da Lat province n ad lo This study had also pointed out that some factors have influence in customer loyalty in the tourist village, including price, service quality and customer th yj satisfaction uy ip So far there has been no research on customer loyalty in restaurant of the tourist an lu la village To approach the tourist village, determinants of customer loyalty in restaurant can be different from the result of previous research because of its n va characteristic It is also necessary to research on customer loyalty in restaurant on m ll fu the tourist village in Ho Chi Minh city so as to out line marketing strategies, increase the profit of restaurant and so far create the compared advantages of the n oi tourist village tz z 1.2 Problem definition ht vb k jm In table 1.4, the number of tourist foreigner respondent who decide to visit gm Vietnam by friends, relations in the tourist village is 18.2% and is smaller than other accommodations This means that the impression of visitors to the tourist l.c om village is not high and they are not willing to introduce to their relations or friends an as well as to the restaurant of the tourist village Lu It is a signal to consider about the customer loyalty forwards to the tourist village value makes strong impression for visitor forwards to the tourist village compared (Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city(Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city(Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city(Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city th landscape is not an advantage side of tourist village On the other hand, cheap y te village is smaller than other accommodations so it can be considered that re cheap commodities The percentage of respondent to landscape of the tourist n forwards to the tourist village is 30.3 percent for landscape, and 30.3 percent for va In table 1.5, the number of tourist foreigner respondent on best impression (Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city(Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city(Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city(Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city to to other accommodations So, beautiful side or cheap value is whether a factor tn influencing to customer loyalty in the restaurant of the tourist village or not? gh p ie On the other hand, in restaurant industry, a competition always exists and directly influences in lots of activities of restaurant Facing to competition, the restaurant w of the tourist village in Ho Chi Minh city is not outside from this rule In the n ad lo restaurant of Tan Cang tourist village, the restaurant managers try to reduce price of buffet and set menu to attract customer On the other hand, in the restaurant of th yj Van Thanh tourist village, the restaurant managers improve the effectiveness of uy ip green areas policy to provide clean value for customers But following to the an lu la internal statistic source of Tan Cang, Van Thanh tourist village (Table 1.6), during the time of price reducing and green areas policy taken, the total of revenue of n va restaurant decreased slightly because of the amount of customer reducing So, village in Ho Chi Minh city? n oi m ll fu what are factors which influence in customer loyalty in the restaurant of the tourist Another problem is that on the tourist village, restaurant is a part and when tz managers need an investment, they face financial pressure Beside restaurant z investment, manager must figure out what items need improving and should be vb invested As a result, with the limitation of financial source, what should managers ht k jm invest to restaurant to bring the most values for customer? gm Clearly, keeping customer, creating customer impression is not easy and it must be considered carefully This thesis is to supply basic and useful information for om l.c restaurant manager on the tourist village finding out the best solution Lu an 1.3 Research questions & objectives loyalty, the restaurant manager can make full solution strategies to attract 10 (Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city(Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city(Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city(Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city th village in Ho Chi Minh city? By defining the factors impacting on customer y te  What are the determinants of customer loyalty in the restaurant of the tourist re out the answer for the following questions: n va To solve the problems which are mentioned above, this research aims at finding (Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city(Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city(Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city(Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city to Table 1.2: Remark of foreign visitors on crierion affecting decision of choosing your destination by accommodation – Source: Result of tourism expenditure survey in 2009 by General Statistics office of Viet Nam tn gh p ie Number of respondent (%) Attractive side Favorable means Value of Simple currency custom procedure Safety Other 100 51.4 12.1 15.7 6.5 35.6 21 100 100 100 100 100 100 100 100 100 100 55.3 52.0 52.8 49.1 47.3 56.8 39.9 50.0 36.4 23.3 14.3 14.6 12.2 11.7 6.2 14.6 7.8 15.0 18.2 1.4 21.4 13.7 12.6 17.3 11.6 20.7 12.4 10.0 24.2 2.7 6.5 8.9 6.4 7.7 3.9 6.0 1.6 0.0 3.0 1.4 27.5 33.9 39.2 35.5 36.7 39.4 10.9 10.0 33.3 24.7 23.8 20.4 16.6 20.4 22.2 21.5 42.0 15.0 6.1 65.8 w Respondent (%) n ad lo th yj an lu la ip uy n va m ll fu TOTAL By accommodation 1- Star hotel 2- Star hotel 3- Star hotel 4- Star hotel 5- Star hotel Non – star hotel Guest house Tourist villa Tourist village Tourist household 7.5 5.5 2.8 5.5 11.6 10.9 43.3 0.0 12.9 3.3 5.8 3.7 6.9 7.0 8.2 0.0 6.6 15.7 3.8 4.1 3.4 4.5 10.6 6.5 0.5 6.6 3.5 Shopping 54.7 Entertain ment 6.9 Health Other 1.1 8.6 8.7 5.9 8.2 7.6 6.8 6.3 4.5 0.0 0.0 0.6 0.6 2.0 1.9 2.5 0.8 0.0 0.0 1.3 5.3 8.7 9.7 8.8 12.4 8.6 4.9 53.5 4.3 om l.c an Lu n va 54.1 57.8 54.9 55.4 34.0 40.9 31.1 21.9 14.0 gm 16.7 11.5 15.4 9.5 15.1 17.8 15.7 11.4 48.3 k jm 100 100 100 100 100 100 100 100 100 5.3 Sight seeing 4.3 ht 100 Transport vb TOTAL By accommodation 5- Star hotel 4- Star hotel 3- Star hotel 2- Star hotel 1- Star hotel Non – star hotel Guest house Tourist villa Tourist village Of which (%) Accomm Food odation 5.8 13.4 z Total (%) tz n oi Table 1.3: Structure of average expenditure (out of tour) per foreign visitor in Viet Nam by accommodation – Source: Result of tourism expenditure survey in 2009 by General Statistics office of Vietnam re y te th 80 (Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city(Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city(Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city(Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city (Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city(Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city(Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city(Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city to Table 1.4: Remark of foreign visitors on reason for tourist decision by accommodation – Source: Result of tourism expenditure survey in 2009 by General Statistics office of Viet Nam tn gh p ie w n ad lo Friends, relation Tourist agent News paper Television Internet Other 100 36.1 17.7 33.3 18.0 9.9 15.8 100 100 100 100 100 100 100 100 100 100 42.9 39.6 39.6 26.4 25.5 48.5 32.1 35.0 18.2 16.4 16.6 13.5 18.1 17.9 16.8 22.7 15.5 0.0 12.1 2.7 34.3 29.6 30.4 34.8 33.3 40.5 16.1 35.5 33.3 3.7 7.2 23.7 24.1 24.2 16.5 5.8 4.7 5.0 21.2 0.0 10.1 11.6 10.8 9.1 10.5 9.0 4.1 5.0 15.2 0.0 19.1 14.4 14.1 14.0 15.8 14.5 38.3 20.0 9.1 83.6 th Number of respondent (%) yj an lu la ip uy n va n oi m ll fu TOTAL By accommodation 1- Star hotel 2- Star hotel 3- Star hotel 4- Star hotel 5- Star hotel Non – star hotel Guest house Tourist villa Tourist village Tourist household Respondent (%) tz Table 1.5: Remark of foreign visitors on best impression in Vietnam by accommodation – Source: Result of tourism expenditure survey in 2009 by General Statistics office of Vietnam z Number of respondent (%) Landscape Vietnam attitude Cheap commodity Other 100 50.2 35.8 18.6 18.3 100 100 100 100 100 100 100 100 100 100 55.5 561 49.0 52.0 37.7 54.8 37.3 20.0 30.3 23.3 31.8 34.5 36.7 32.4 43.8 38.2 14.5 50.0 21.2 38.4 16.7 16.7 20.0 17.1 18.7 23.4 5.2 5.0 30.3 8.2 ht vb k jm gm 19.2 15.7 15.1 21.3 18.9 14.3 48.2 25.0 30.3 46.6 om l.c an Lu n va re y te th TOTAL By accommodation 1- Star hotel 2- Star hotel 3- Star hotel 4- Star hotel 5- Star hotel Non – star hotel Guest house Tourist villa Tourist village Tourist household Respondent (%) 81 (Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city(Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city(Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city(Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city (Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city(Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city(Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city(Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city to Table 1.6: The plans and Revenue of Tan Cang, Van Thanh restaurant of the tourist village – Internal Source tn gh p ie The period w n ad lo 6/2010 12/2010 th yj The plan of The revenue Van Thanh of Van Thanh restaurant restaurant were conducted Clean all of Revenue of areas at month 6: 12 restaurant billion Revenue of month 12: 12 billion The revenue of Tan Cang restaurant Revenue of month 6: billion Revenue of moth 12: billion an lu la ip uy The plan of Tan Cang restaurant were conducted Price reducing for buffet by 30% on Tuesday every week n va tz n oi m ll fu z ht vb k jm om l.c gm an Lu n va re y te th 82 (Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city(Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city(Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city(Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city (Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city(Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city(Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city(Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city to Table 4.1: Number of respondents on age division: gh p ie Percentage (%) 16-25 22 10.7% w tn Number of respondents 40 19.5% 36-45 102 49.7% Over 45 41 20.1% Age n 26-35 ad lo th yj an lu la ip uy Table 4.2: Number of respondents on gender division: n va Number of respondents Female 68 66.8% tz 137 n oi Male m ll fu Gender Percentage (%) 33.2% z ht vb jm k Table 4.3: Number of respondents on education background division: gm Percentage (%) Bachelor 126 61.5% Higher education 24 11.7% Other 35 17% Missing 20 9.8% Education background om l.c Number of respondents an Lu n va re y te th 83 (Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city(Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city(Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city(Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city (Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city(Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city(Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city(Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city to tn gh p ie Table 4.4: Number of respondents on career division: Percentage (%) Student 20 9.8% Employee 82 40% 65 31.6% 31 15.2% 3.4% Number of respondents w n Career ad lo th yj an lu la Missing ip Others uy Self-employed n va m ll fu Table 4.5: Number of respondents on address division: n oi Number of respondents tz Address From outside VietNam 22 15.6% jm 32 ht Provinces of VietNam 73.6% vb 151 z Ho Chi Minh city Percentage (%) 10.8% k Vietnamese 169 82.4% Foreigner 36 17.6% an Percentage (%) Lu Number of respondents om l.c gm Table 4.6: Number of respondents on nationality division: n va Nationality re y te th 84 (Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city(Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city(Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city(Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city (Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city(Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city(Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city(Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city to Table 4.7: Reliability analysis of customer satisfaction tn gh p ie Reliability Statistics Cronbach's Alpha N of Items w 856 n ad lo th yj Item-Total Statistics uy Scale Mean if Item 10.5854 PA3 10.6098 PA4 10.3073 Correlation Deleted 4.656 737 800 4.960 628 845 4.416 815 767 m ll fu PA2 Cronbach's Alpha if Item 625 848 n va 10.6293 Corrected Item-Total Deleted an lu PA1 la ip Deleted Scale Variance if Item 4.773 tz n oi Table 4.8: Reliability analysis of brand image z k 771 jm Cronbach's Alpha N of Items ht vb Reliability Statistics gm om l.c Item-Total Statistics Scale Variance if Item Corrected Item-Total Cronbach's Alpha if Item Deleted Deleted Correlation Deleted an Lu Scale Mean if Item 625 BI2 6.8488 2.580 574 725 BI3 6.5366 2.632 582 716 y te 661 re 2.277 n 6.6146 va BI1 th 85 (Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city(Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city(Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city(Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city (Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city(Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city(Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city(Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city to Table 4.9: Reliability analysis of product quality tn Reliability Statistics gh p ie Cronbach's Alpha N of Items 860 w n ad lo Item-Total Statistics Scale Mean if Item Corrected Item-Total Cronbach's Alpha if Item Deleted Correlation Deleted th Scale Variance if Item yj Deleted uy 10.0000 PQ2 10.1902 PQ3 10.1220 PQ4 10.2244 an lu la ip PQ1 689 828 4.635 787 786 5.539 658 842 4.675 703 826 n va 5.206 m ll fu Table 4.10: Reliability analysis of service quality n oi Reliability Statistics tz Cronbach's Alpha N of Items z 866 ht vb Corrected Item-Total Deleted Correlation Cronbach's Alpha if Item gm Scale Variance if Item Deleted k Scale Mean if Item jm Item-Total Statistics Deleted 27.3756 25.647 738 SQ2 27.5512 26.739 684 SQ3 27.4244 27.344 550 Lu SQ4 27.2098 26.176 773 837 SQ5 27.6976 27.859 394 873 SQ6 27.7756 26.008 652 847 SQ7 27.7463 26.377 668 845 SQ8 27.3951 25.838 728 840 SQ9 27.8244 28.802 314 880 839 om l.c SQ1 n va re y te th (Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city(Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city(Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city(Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city 856 an 86 845 (Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city(Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city(Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city(Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city to tn Table 4.11: Reliability analysis of value and cost gh p ie Reliability Statistics w Cronbach's Alpha N of Items n ad lo 670 th yj Item-Total Statistics uy Scale Mean if Item Scale Variance if Item VC2 6.3512 VC3 6.3902 Cronbach's Alpha if Item Correlation Deleted 1.997 431 642 1.954 486 569 531 509 n va 6.3610 Corrected Item-Total Deleted an lu VC1 la ip Deleted 1.857 m ll fu n oi Table 4.12: Reliability analysis of place and atmosphere tz Reliability Statistics Cronbach's Alpha N of Items z ht vb 856 jm k Item-Total Statistics gm Scale Variance if Item Corrected Item-Total Cronbach's Alpha if Item Deleted Deleted Correlation Deleted PA1 10.6293 4.656 737 PA2 10.5854 4.960 628 Lu om l.c Scale Mean if Item 800 PA3 10.6098 4.416 815 767 PA4 10.3073 4.773 625 848 845 an n va re y te th 87 (Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city(Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city(Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city(Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city (Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city(Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city(Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city(Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city to Table 4.13: Reliability analysis of service quality after removing variable SQ5 tn “the staff is available and accessible” and variable SQ9 “The servers have ability gh p ie of personal attention” Reliability Statistics w Cronbach's Alpha N of Items n ad lo 899 th yj Item-Total Statistics uy Scale Mean if Item Scale Variance if Item SQ3 20.9463 SQ4 20.7317 SQ6 Deleted 17.367 769 876 18.313 711 883 597 896 17.736 822 872 21.2976 18.014 629 893 SQ7 21.2683 18.178 667 888 SQ8 20.9171 17.557 755 878 18.629 tz n oi 21.0732 Correlation m ll fu SQ2 Cronbach's Alpha if Item n va 20.8976 Corrected Item-Total Deleted an lu SQ1 la ip Deleted z ht vb k jm om l.c gm Table 4.14: EFA for all independent variables an Lu 300 Sig .000 88 (Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city(Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city(Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city(Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city th df y te Bartlett's Test of Sphericity 3202.337 re Approx Chi-Square 883 n Kaiser-Meyer-Olkin Measure of Sampling Adequacy va KMO and Bartlett's Test (Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city(Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city(Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city(Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city to Communalities tn p ie w CS1 1.000 709 CS2 1.000 759 CS3 1.000 698 CS4 1.000 666 BI1 1.000 767 BI2 1.000 593 BI3 1.000 640 PQ1 1.000 662 PQ2 1.000 826 1.000 643 PQ4 1.000 758 SQ1 1.000 SQ3 1.000 SQ4 1.000 SQ6 1.000 598 SQ7 1.000 628 SQ8 1.000 733 VC1 1.000 598 VC2 1.000 737 VC3 1.000 630 PA1 1.000 820 PA2 1.000 613 PA3 1.000 859 PA4 1.000 691 SQ2 1.000 748 n Extraction an lu gh Initial ad lo th yj la ip uy n va 781 tz n oi m ll fu PQ3 626 z 839 ht vb k jm om l.c gm n va re y te th (Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city(Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city(Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city(Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city an 89 Lu Extraction Method: Principal Component Analysis (Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city(Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city(Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city(Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city to tn Table 4.15: The total variance explained of independent variables gh p ie Total Variance Explained Extraction Sums of Squared Loadings Initial Eigenvalues w Rotation Sums of Squared Loadings n Component 9.412 th ad lo Total % of Cumulative % of Cumulative % of Cumulative Total Total Variance % Variance % Variance % 37.646 yj 37.646 9.412 37.646 37.646 4.358 17.430 17.430 46.648 2.250 9.001 46.648 3.157 12.629 30.059 7.324 53.972 1.831 7.324 53.972 2.893 11.572 41.631 6.420 60.391 1.605 6.420 60.391 2.701 10.804 52.435 66.311 1.480 5.920 66.311 2.557 10.230 62.664 70.482 1.043 4.171 70.482 1.954 7.818 70.482 2.250 9.001 1.831 1.605 1.480 5.920 1.043 4.171 917 3.669 74.151 689 2.755 76.906 646 2.585 79.491 10 615 2.459 81.950 11 560 2.240 84.191 12 462 1.846 86.037 13 434 1.736 87.773 14 410 1.639 89.412 15 402 1.607 91.020 16 367 1.468 92.488 17 302 1.207 93.695 18 280 1.119 94.813 19 265 1.059 95.872 20 230 919 96.791 21 220 880 97.672 22 187 746 98.418 23 165 660 99.078 24 137 550 99.628 25 093 372 100.000 an lu la ip uy n va tz n oi m ll fu z ht vb k jm om l.c gm an Lu n va re y te th Extraction Method: Principal Component Analysis 90 (Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city(Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city(Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city(Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city (Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city(Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city(Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city(Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city to Table 4.16: Rotated component matrix for independent variables: tn Rotated Component Matrix(a) gh p ie Component w n ad lo th yj 873 SQ1 804 SQ8 739 SQ3 691 SQ2 671 ip uy SQ4 565 an lu la CS1 617 SQ7 SQ6 n va CS2 788 771 732 CS3 732 PA1 844 PA2 702 PA4 625 PQ1 619 PQ3 575 BI3 692 BI2 621 an 841 Lu BI1 om l.c 764 gm PQ4 k 817 jm PQ2 ht vb 888 z PA3 tz n oi m ll fu CS4 VC1 664 a Rotation converged in iterations 91 (Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city(Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city(Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city(Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city th Extraction Method: Principal Component Analysis Rotation Method: Varimax with Kaiser Normalization y te 733 re VC3 n 818 va VC2 (Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city(Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city(Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city(Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city to tn Table 4.17: EFA for dependent variables gh p ie KMO and Bartlett's Test 715 w Kaiser-Meyer-Olkin Measure of Sampling Adequacy n ad lo Approx Chi-Square Bartlett's Test of Sphericity 451.280 df th 000 yj Sig la ip uy LOY2 1.000 780 1.000 656 1.000 601 1.000 772 n va LOY1 LOY3 n oi LOY4 Extraction m ll fu an lu Initial tz Extraction Method: Principal Component Analysis z ht vb k jm Table 4.18: The total variance explained of dependent variables gm Total Variance Explained l.c Initial Eigenvalues Extraction Sums of Squared Loadings om Component Total % of Variance Cumulative % Total % of Variance Cumulative % 656 16.389 86.607 385 9.623 96.229 151 3.771 100.000 70.217 re 70.217 n 70.217 2.809 va 70.217 an 2.809 Lu (Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city(Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city(Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city(Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city th 92 y te Extraction Method: Principal Component Analysis (Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city(Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city(Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city(Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city to Table 4.19: The multiple regression of independent variables: tn gh Coefficients(a) p ie Standardized Coefficients Coefficients Unstandardized Model w B Std Error Collinearity t Statistics Sig Beta Tolerance VIF n ad lo (Constant) 060 178 uy 156 PQ VC 334 PA -.060 045 360 6.085 000 560 1.786 056 175 3.185 002 649 1.541 069 149 2.253 025 449 2.227 067 129 2.115 036 524 1.908 282 5.913 000 862 1.160 -.056 -1.046 297 694 1.442 056 n va 141 -2.021 an lu SQ la ip 366 yj BI 238 th CS -.481 057 n oi m ll fu a Dependent Variable: LOY Table 4.20: Results of hypothesis testing with the impact of customer satisfaction, tz service quality, product quality, value / cost and perception of customer to the z restaurant brand image on customer loyalty ht vb Model Summary R Square Adjusted R Square Std Error of the Estimate 612 gm 782(a) k R jm Model 600 48239 om l.c a Predictors: (Constant), PA, VC, BI, CS, SQ, PQ Sum of Squares df Mean Square Residual 46.074 198 12.109 52.037 000(a) n 72.653 Sig va Regression F an Model Lu ANOVA(b) 118.727 204 b Dependent Variable: LOY 93 (Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city(Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city(Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city(Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city th a Predictors: (Constant), PA, VC, BI, CS, SQ, PQ y te Total 233 re (Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city(Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city(Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city(Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city (Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city(Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city(Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city(Luận.văn).the.impact.of.customer.satisfaction service.quality.and.brand.image.on.customer.loyalty.towards.the.restaurants.of.the.tourist.village.in.ho.chi.minh.city