Determinants Of Brand Loyalty Towards Samsung Mobile Phone Products A Case Study Of Consumers In Ho Chi Minh City.pdf

19 Table 2.3: Synthesis of foreign and domestic documents on factors affecting brand loyalty: Customer satisfaction, Brand trust, Perceived quality, Attitude promotion towards .... Rese

OVERALL OF THE THESIS

INTRODUCTION

Brand loyalty is an important concept in customer behavior research (Funke & Day, 1976; Huang & Yu, 1999) Customers are considered brand loyal when they tend to buy many products of a certain brand and make repeat purchases (Chaudhuri, 1999) Loyalty represents customer attitudes If customers trust and have a good impression of a brand, they will prioritize purchasing products of that brand (Yoo et al., 2000) By studying the level of brand loyalty of customers, it is possible to focus promotional and marketing strategies directly and effectively on customers (Lau et al., 2006) In the context of the increasingly competitive mobile phone market in Vietnam, the number of new and repeat customers buying products is increasing, requiring businesses to identify influencing factors and build brand loyalty

According to a December report by market research company Canalys, Samsung is still the leading brand in smartphone market share in Vietnam in the third quarter of 2023 (Canalys, 2023) Samsung is also the enterprise with the highest number of patents registered in the US in the world, providing a solid legal basis to deal with copyright infringements (Vu Dang Chung, 2023) Specifically, Samsung holds more than 223,000 patents registered around the world, of which the majority are registered in the US, Korea, Europe and China (Vu Dang Chung, 2023) However, Samsung's market share is on the decline (down from 39% to 29%) (Canalys, 2023)

In the world, there have been many studies on factors affecting customer brand loyalty towards mobile phone products, such as: Dauch et al (2016), Ghimire & Karki (2016), Ghimire & Karki (2016) 2022), Lin & Wang (2006), Luarn & Lin (2003), Pratiwi (2015), Slaba (2019), Tabish et al (2017) These investigations were conducted by the authors in many different countries Besides foreign scholars, some domestic researchers

2 also conducted surveys to find the causes that promote customer brand loyalty such as: Tong Thi Nghiem (2012), Nguyen Thanh Cong (2007), Vu Xuan Truong (2023), Do Hai Hung and Nguyen Thi Mai Huong (2020), Pham Thi Lan Huong and Ngo Thi Hong (2015) However, there is almost no research that specifically investigates the factors affecting customer brand loyalty to Samsung mobile phones in the city Ho Chi Minh Therefore, in order to research and draw scientific conclusions that contribute to brand building and enhancing customer loyalty to the Samsung brand - a king in the mobile phone industry but is There are negative changes in 2023, the author chooses the topic:

"Determinants of brand loyalty towards Samsung mobile phone products: A case study of consumers in Ho Chi Minh City"

RESEARCH OBJECTIVES

1.2.1 General objective of the study

The aim of this study is to identify factors that affect brand loyalty towards Samsung mobile phone products of consumers in Ho Chi Minh City From there, propose management implications for brand loyalty to Samsung mobile phone products of consumers in Ho Chi Minh City

1.2.2 Specific objectives of the study

To achieve the general goal, the research carries out the following specific goals: (1) Overview of the current status of consumer brand loyalty towards Samsung mobile phone products in Ho Chi Minh City

(2) Identify factors affecting consumer brand loyalty towards Samsung mobile phone products in Ho Chi Minh City

(3) Propose management implications to improve consumer brand loyalty for Samsung mobile phone products in Ho Chi Minh City.

OBJECT AND SCOPE OF THE STUDY

The research object is the factors affecting consumer brand loyalty towards Samsung mobile phone products in Ho Chi Minh City

The study only focused on studying the factors affecting consumer brand loyalty to Samsung mobile phone products in Ho Chi Minh City, and did not research at the distributor level, only focuses on researching mobile phone products, not researching other Samsung product lines

The research was conducted in Ho Chi Minh area Specifically, customers are using Samsung mobile phones from Samsung 68 Address: Floor G-03 and floor 1-02 Bitexco, 02 Hai Trieu, Ben Nghe Ward, District 1, City Ho Chi Minh

The study was carried out from February 2024 to April 2024

Survey subjects: Research collects data from consumers who are using Samsung mobile phones from June 2023 to February 2024.

RESEARCH METHODS

The research was conducted based on a combination of qualitative and quantitative research methods

- Data collection method: The topic uses primary data collected from surveying individuals through a pre-designed closed questionnaire according to a 5-level Likert scale

- Data analysis method: Qualitative research is used to analyze overall demographic characteristics of respondents The tool used is descriptive statistics (frequency statistics) Quantitative research used to analyze the current situation of factors affecting brand loyalty for Samsung mobile phone products in Ho Chi Minh City according to consumer assessments and the level of influence of those factors Tools used are descriptive statistics (average statistics), Cronbach's Alpha reliability analysis, EFA exploratory factor analysis, and multivariate regression analysis

RESEARCH QUESTIONS

(1) What is the current status of consumer brand loyalty towards Samsung mobile phone products in Ho Chi Minh City?

(2) What factors determine consumers' brand loyalty to Samsung mobile phone products in Ho Chi Minh City? How are they affected?

(3) How to enhance consumer brand loyalty towards Samsung mobile phone products in

SCIENTIFIC AND PRACTICAL MEANING OF THE THESIS

Determine the impact of factors on consumers' brand loyalty to Samsung mobile phone products through variables

Based on the analysis of factors affecting consumers' brand loyalty to Samsung mobile phone products, from there, propose solutions to enhance consumers' brand loyalty to Samsung mobile phones in particular and mobile phone brand businesses in general The proposed solutions were considered by Sales Leader of Samsung Vina Electronics Co., Ltd., Samsung 68 store branch to develop policies to attract and retain customers

The solutions of this study can serve as a reference basis for mobile phone businesses whose conditions are quite similar to Samsung Vina Electronics Co., Ltd.

STRUCTURE OF THESIS

Chapter 1: Overall of the Thesis

Chapter 1 includes a general introduction to the research topic, identification of research problems, research objectives, questions that need to be clarified in the research object and scope of research, and practical significance and theory of the topic

Chapter 2: Literature Review and Conceptual Model

Chapter 2 introduces an overview of research concepts, theoretical foundations and previous research models On that basis, build a research model and propose research hypotheses

Chapter 3 presents the research process from design to research implementation steps The author also built measurement scales for the variables in the research model based on the original scales and results of the qualitative research process

Chapter 4 is based on collected survey data, the author conducted data analysis steps through SPSS 27 software As a result, the values of the scale were tested, exploratory factor analysis, Regression analysis, analysis and evaluation of initially proposed research hypotheses

Chapter 5: Conclusions, Discussions and Implications

In chapter 5, the author presents the conclusions drawn from the research topic In addition, there are also recommendations for management and limitations of the topic as well as suggestions for further research

LITERATURE REVIEW AND CONCEPTUAL MODEL

THEORETICAL BASIS

Many scholars have given different definitions of brands, but most definitions of brands follow two main perspectives: The first perspective focuses on the functional aspect and owner of the brand brand, the second perspective is based on the impact of the brand on consumers

From a functional point of view, Aaker (1991) gave the definition, brand is a symbol or name (logo, design name), intended to identify the goods and services of one or a group of sellers with the goods and services of competitors Accordingly, the basic function of a brand is to provide information and quality assurance for the product and to provide those services, benefits and product attributes

Based on the second perspective, Feldwick (1996) defined brand as "A set of perceptions in the consumer's mind" Accordingly, this perspective considers brands in terms of brand differentiation, which is the impact of the brand in the minds of consumers, the influence of the brand on consumer attitudes and behavior

For tangible goods, the brand is attached to the goods and is characterized by the name, logo, color, design on the product packaging, etc The product is the main brand In the field of goods, this group of factors is often related to the characteristics or uses of the product that bring benefits to customers, price, location, time and form of use (Aaker, 1996) Customer loyalty in the commodity manufacturing sector comes from loyalty to tangible products and/or loyalty to the brand that produces the product

2.1.2 The concept of customer loyalty

Customer loyalty can be understood as the formation of consumer attitudes and behaviors toward product use as a result of previous experiences using products or

7 services (Woen and Santoso, 2021) Loyal customers tend to no longer consider purchasing decision factors such as price, quality and other product attributes because it has been instilled in them that the product or service they purchase meet their expectations and be able to satisfy their needs

Reichheld and Aspinall (1993) observed that customers who regularly purchase a company's products or services over a long period of time generate more revenue and are relatively cheaper to serve than customers who other goods Customer loyalty positively influences long-term customer relationships, repeat purchases, and profitability (Caruana, 2003) Retaining existing customers is easier than acquiring new customers (Farhanullah

& Adeeba, 2013) Therefore, it is assumed that the cost of retaining an existing customer is less than attracting a new customer (Bravo et al., 2010)

The positive relationship between customer loyalty, profitability and a company's competitive advantage has been confirmed by many studies (Kumar & Shah, 2004; Gruca

& Rego, 2005; Kotler & Keller, 2009; Kumar et al., 2011) Loyal customers make repeat purchases, often purchase a complete product and/or service line, are less sensitive to price changes, stay with the company longer, demonstrate immunity with competition Loyal customers also demonstrate positive loyalty by recommending the company and its brand to other customers, which leads to business stability, growth and higher profits of the company (Diller, 2000; Gruca & Rego, 2005)

Customers are considered brand loyal when they tend to buy many products of a certain brand and make repeat purchases (Chaudhuri, 1999) Loyal customers are willing to spend time and money to search for their favorite brand, and they are less sensitive to competitors' promotional programs At the same time, they introduce them to their acquaintances, bringing benefits new customers for the company (Aaker, 1991) It can be affirmed that the value of any brand increases corresponding to the level of customer loyalty to that brand (Yoo et al., 2000) In the context of fierce competition in the retail market for electronic products, mobile phone brand loyalty becomes very important to maintain customers and dominate the market

In general, brand loyalty can be generally understood as a consumer's preference to buy products from a brand compared to other available options, the tendency to buy and use a brand within a product set product, intention to continue buying, trust and recommendation to others about the product they are using or the willingness to choose the product or brand of the manufacturer in the face of competitors' temptations In the context of the increasingly competitive mobile phone market in Vietnam, the number of new and repeat customers buying products is increasing, requiring businesses to identify influencing factors and build brand loyalty.

THEORY OF BRAND LOYALTY

Currently, brand loyalty is approached at three levels: (1) Behavioral loyalty; (2) Attitudinal loyalty; (3) Loyalty combines both behavior and attitude

The concept of behavioral loyalty was introduced by Cunningham (1956) through a random survey of many customer consumption behaviors Accordingly, observations of researchers and businesses show that customers' consumption behavior is characterized by randomness and pre-planning Tucker (1964) believes that businesses do not need to consider what customers are thinking, just through purchasing behavior to see whether customers are loyal to a brand or not Ehrenberg (1998) believes that businesses/sellers need to clearly understand how customers buy their goods again before considering that repeat buying behavior Bennett & Rundel-Thiele (2005) argue that behavioral loyalty is a customer's continued purchase of a brand, revealed through repeat purchase patterns and actual spending behavior Recent studies show that behavioral loyalty includes customer actions and intentions (Andreasen and Lindestad, 1998) Therefore, a behaviorally loyal customer will intend to repurchase the same brand and maintain a relationship with a particular product or service provider

Behavioral loyalty is often expressed in a behavioral approach based on future repurchase behavior, quantity and frequency of repurchases; brand change during each purchase (Bandyopadhyay and Martel (2007); Liang et al (2009) Behavioral loyalty can be measured through customer repeat purchases, reflected in sales customers or customer

9 loyalty programs According to a synthesis of research related to measuring customer behavioral loyalty, the author offers a number of ways to measure behavioral loyalty as follows:

- Percentage of purchases of a brand in total purchases of the same product type;

- Frequency of purchases over time (day/week/month/year);

- Average number of purchases of the same brand (different products of the same brand);

- Switching costs, describing brand switching behavior and brand change intention and associated costs (price, time)

Some scholars criticize the behavioral approach to brand loyalty for eliminating psychological and emotional factors towards the brand Accordingly, the behavioral approach to loyalty does not distinguish between customers who decide to purchase because of a preference for the brand or product or decide based solely on convenience or cost Therefore, researchers point out that it will be impossible to fully understand customer behavioral loyalty if we ignore the process of considering customers' attitudinal loyalty towards the brand in a comprehensive way According to the attitudinal loyalty approach, loyalty is understood as the systematic expression of brand preference by customers (Getty and Thompson, 1995)

Attitudinal loyalty is an approach to customer attitudes and perspectives and emphasizes the role of experiences and emotions in customer loyalty and influencing customer actions (Evanschitzky et al events, 2006) Consumers demonstrate low brand loyalty when the customer has little interest in that brand's product or service category, which indicates that consumers may not have a long-term commitment to a brand because the brand does not inspire them with strong beliefs According to the view of Kumar and Reinartz (2012) attitudinal loyalty encompasses customers' perceptions and attitudes towards a specific product or service Brand loyalty is a psychological process that includes identifying and remembering a specific brand, prioritizing and preferring that brand's products and services over alternative brands Loyalty based on these positive

10 attitudes will help customers be willing to pay more and speak well of the brand that provides products and services (Jones and Taylor, 2007) When customers are loyal based on their positive attitudes toward a brand of products and services, customers tend to stick with the brand for a long time when positive beliefs are reinforced (Lam and Burton, 2006) Thus, attitudinal loyalty is understood as a customer's cognitive attitude toward a certain brand This is expressed through psychological attachment, the intention to purchase the brand or use the supplier's services, as well as recommending others to use the brand, speak well about the brand's products and services that customers love

Unlike the measurement of behavioral loyalty that can be easily quantified through the frequency of product use, the measurement of attitudinal loyalty has debates because of its abstraction, some studies have offers a number of different ways of measuring engagement, interest and liking, including:

- Acceptance, refusal, non-commitment attitude;

- Adjust attitudes of acceptance, refusal, and non-commitment;

- Preference through willingness to recommend or use other services of the same supplier

2.2.3 Loyalty combines behavior and attitude

Caruana (2002) points out that loyal customers can be understood as customers who purchase from a supplier repeatedly, have a positive attitude towards the supplier and think only of the supplier provided when a need for this service arises Amine (1998) defines brand loyalty as the behavior of purchasing a certain brand, repeated over a long period of time and strongly reinforced by commitment to that brand Oliver (1999) defines loyalty as a deep commitment and consistent repurchase of a preferred product or service in the future, thereby leading to repeat purchases of a brand or a group of brands without being influenced by situational factors and marketing activities of the business Oliver's (1999) definition clearly distinguishes between superficial attachment and more lasting, deeper psychological attachment to the brand

The authors believe that an integrated approach involving both attitudes and behavior is the most powerful and appropriate approach for the study of customer brand loyalty because it captures two the biggest influence on consumer decisions (Mandhachitara & Poolthong, 2011)

Once a customer is classified as behaviorally loyal, it may also be related to that customer's underlying positive attitude toward the brand (Bandyopadhyay and Martell, 2007) Some studies also show that behavioral loyalty and attitudinal loyalty are related to each other, especially in the service industry, when customers have a loyal attitude towards a brand, they also show a more favorable attitude towards that brand than their competitors In this way behavior can influence attitude, as customers often tend to rationalize their behavior by changing their attitude According to the above views, the combined loyalty measurement method will be a synthesis of attitudinal loyalty measurement and behavioral loyalty measurement The advantage of this method is a combined measurement based on both repeat purchasing and brand switching behavior while also using both brand and product and service preferences, willingness to speak well or recommend the brand/product This method increases the predictability of customer loyalty to a brand and eliminates the subjective assessment of individual measures In this study, the author chose to study brand loyalty as a combination of behavioral loyalty and attitudinal loyalty.

LITERATURE REVIEW

Research by Ghimire & Karki (2022), the purpose of this study is to explore the factors that influence young people's brand loyalty towards mobile phones The study establishes a conceptual framework and tests hypotheses with a sample of 315 respondents from mobile phone users of various brands to explore the factors that influence brand loyalty A structured questionnaire was used to collect data and a causal descriptive and comparative research design was used to evaluate the impact of perceived brand quality, customer satisfaction, brand image, brand experience and social media marketing on brand loyalty The study showed a statistically significant positive

12 correlation between perceived brand quality, customer satisfaction, brand experience and brand loyalty These results highlight the important role of quality, customer satisfaction and brand experience in developing long-term brand loyalty These findings have implications for users, suppliers and regulators in shaping strategies and approaches to developing long-term brand loyalty

The purpose of Research by Hokky & Bernarto (2021) to analyze: (1) The positive impact of brand image on brand loyalty, (2) The positive impact of brand trust on brand loyalty, (3) Positive impact of brand image on brand trust, (4) Impact of brand trust in mediating brand image for brand loyalty Data collection was carried out using a questionnaire delivered online via Google Form The target population of this study is Apple iPhone smartphone users in DKI Jakarta, who are at least 18 years old and have purchased this product twice; during November 2020 The number of samples was determined to be 200 samples The sampling technique used was purposive sampling Data analysis was performed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method using SmartPLS software The results show that brand image has a positive impact on brand loyalty In addition, brand trust also has a positive impact on brand loyalty Furthermore, brand image has a positive impact on brand trust Finally, brand trust mediates the impact of brand image on brand loyalty

Slaba (2019) aims to review the proposed factors that influence customer loyalty towards mobile phone brands and analyze the relationship between different factors on customer loyalty customers in the mobile phone market in the Czech Republic Quantitative research was conducted with a sample of 350 customers in 2018, specifically mobile phone users, to identify the key factors affecting customer loyalty in the mobile phone market Dynamics and relationships between recommendation factors and customer loyalty Research results show that there is a positive correlation between (1) trust, (2) satisfaction, (3) experience, (4) promotion and (5) perceived quality with loyalty at a confidence level of at least 95%

The objective of research by Tabish et al (2017) is to identify the key factors and their contribution in creating brand loyalty, thus the study shows a significant and positive

13 relationship between brand loyalty and topic variables include (1) brand image, (2) customer satisfaction, (3) trust, and (4) advertising This quantitative study was conducted with a sample size of 406 specific mobile phone users and questionnaire as a data collection tool was distributed to mobile phone users across Pakistan and analyzed via SPSS The results found and after evaluation concluded that brand image has the highest contribution to the dependent variable which is brand loyalty, on the other hand the correlation between trust and customer satisfaction is found strongly with highest among all variables and lowest with customer satisfaction and promotion Loyalty is related to mental state so it assists marketers in understanding consumer purchasing behavior

The purpose of research by Dauch et al (2016) is to investigate the influencing factors of independent variables such as brand influence, brand trust, customer satisfaction, perceived quality, advertising spending, customer orientation and CSR on brand loyalty as dependent variables for Apple iPhone in Phnom Penh, Cambodia Then, the conceptual framework is designed from the theoretical framework and hypotheses are built from the conceptual framework to identify the relationship between the dependent variable and the independent variable The researcher targeted both male and female college students who currently use Apple iPhones A total of 400 questionnaires were distributed to the top 5 rankings of university student population in Phnom Penh, Cambodia The researcher used SPSS software to statistically process the data by applying descriptive analysis and inferential analysis The results of this study show that brand trust has a highly positive influence on brand influence, perceived quality has a highly positive influence on satisfaction, and advertising spending has a significant positive influence on perceived quality Furthermore, (1) brand influence, (2) brand trust, (3) satisfaction, (4) perceived quality and (5) CSR have a significant positive influence on brand loyalty behavioral signals, commitment, and price acceptance

Research by Pratiwi (2015) aimed to determine the influence of brand image, brand trust and satisfaction on brand loyalty 50 Samsung smartphone users in Manado were surveyed as respondents Research results show that (1) brand image, (2) brand trust and (3) customer satisfaction have a significant influence on brand loyalty at the same

14 time The study also suggested that Samsung should create consumer trust in the brand because brand trust is an important factor that makes consumers loyal to that brand

The research by Lee (2010) conducted an experimental study A total of 384 mobile phone user responses were collected from Seoul in South Korea Research results show that (1) service quality, (2) perceived value and (3) customer satisfaction have a corresponding positive impact on customer loyalty For customers with high service quality, perceived value, and satisfaction, they have strong loyalty

The purpose of research by Lin & Wang (2006) was to develop and validate a customer loyalty model A questionnaire was developed and data were collected from 255 e-commerce system users in Taiwan Structural modeling techniques are then applied to analyze the data The results indicate that customer loyalty is influenced by (1) perceived value, (2) trust, (3) habits and (4) customer satisfaction, in which customer satisfaction of customers plays an important intervention role in the relationship between perceived value and trust with loyalty

The research by Luarn & Lin (2003) describes a theoretical model to study three key antecedents that influence loyalty (attitudinal commitment and behavioral loyalty) for the e-service context: trust, customer loyalty, and loyalty satisfaction and perceived value Based on the theoretical model, a comprehensive set of hypotheses was formulated and a method for testing them was outlined These hypotheses were tested experimentally to demonstrate the applicability of the theoretical model Results indicate that (1) trust, (2) customer satisfaction, (3) perceived value, and (4) commitment are distinct constructs that combine to determine loyalty

Table 2.1: Summary of domestic literature on factors affecting brand loyalty

(1) Perceived Brand Quality (β: +0,316) (2) Customer Satisfaction (β: +0,118) (3) Brand Experience (β: +0,506)

(3) Perceived Quality (+) (4) Customer experience (+) (5) Promotion (+)

(1) Brand image (β: +0,710) (2) Customer satisfaction (β: +0,653) (3) Promotion (β: +0,245)

(1) Brand affect (+) (2) Brand trust (+) (3) Satisfaction (+) (4) Perceived quality (+) (5) CSR (+)

(1) Brand image (β: +0,147) (2) Brand trust (β: -0,114) (3) Customer satisfaction (β: +0,736)

(1) Service Quality (β: +0,21) (2) Perceived Value (β: +0,12) (3) Customer Satisfaction (β: +0,42)

(1) Trust (β: +0,163) (2) Customer Satisfaction (β: +0,219) (3) Perceived Value (β: +0,230) (4) Commitment (β: +0,392)

In general, research by foreign scholars has built a fairly complete model of factors affecting customers' mobile phone brand loyalty The factors that are quite commonly used include: including: Customer satisfaction, Brand trust, Perceived quality and Promotion However, to be able to select an application model suitable for the specific practical situation in Vietnam, it is still necessary to refer to more proven domestic research

Research by Vu Xuan Truong (2023) aims to evaluate the factors affecting customer loyalty to smartphone brands, thereby providing solutions to enhance customer loyalty to smartphone brands The research includes two steps, preliminary research and official research Preliminary research by in-depth interviews with 10 customers who use mobile phones Formal research was conducted by directly interviewing through questionnaires people working and living in Hanoi and Ho Chi Minh City Processing data, testing scales and analyzing results using SPSS software The results show that there are 5 survey factors that tend to affect customers' brand loyalty, including: (1) Brand awareness, (2) Attitude towards promotion, (3) Brand reputation, (4) Perceived price, (5) Product features, the remaining 3 factors do not have a statistically significant impact including: perceived quality, service quality, design product The advantage of the topic is a fairly comprehensive survey of factors affecting customer brand loyalty Inheriting this advantage, the author would like to refer to the following factors: Attitude towards promotion However, the topic is limited in that the inclusion of 4/8 factors is only based on a preliminary survey of 10 customers without any academic basis This makes the topic less convincing and not of high academic value Furthermore, the document does not specify the sample size To overcome this drawback, the author's research will clearly state the basis for determining factors and specific sample sizes

The research by Nguyen Thi Thuy et al (2022) was conducted to evaluate the influence of perceived value and brand attachment on customer satisfaction and repurchase intention in the mobile phone market in Ho Chi Minh City The research was conducted using a combined method of qualitative research and quantitative research

Primary data with 239 answer sheets were processed using SmartPLS software The results show that perceived value and brand attachment have a significant impact on customer satisfaction and repurchase intention Thereby, the research also proposes a number of practical solutions to help businesses increase customer satisfaction and promote customers' repeat purchase intentions through influencing perceived value and creating brand engagement

Research by Do Hai Hung and Nguyen Thi Mai Huong (2020), aims to review and evaluate the influence of factors on customer loyalty in Hanoi city The study conducted a survey of 182 customers who have been using the iPhone brand in Hanoi city Research results have shown that there are 7 factors: (1) perceived quality, (2) brand awareness, (3) brand desire, (4) attitude toward promotion, (5) perceived price, (6) repeat purchasing behavior and (7) brand trust affect customer loyalty to the iPhone brand in Hanoi city, in which, the brand desire factor has the greatest influence The advantage of the project is the large sample size (406 observations), applying research models that have been applied in practice such as Nguyen Thanh Cong & Pham Ngoc Thuy (2007) and Punniyamoorthy

FACTORS AFFECTING CUSTOMER BRAND LOYALTY

Satisfaction can be understood as the degree of a person's feeling state that results from comparing the results obtained from the product with the person's expectations (Kotler & Armstrong, 2010) Through product satisfaction, brand satisfaction can be understood as the level of a customer's feeling state based on the comparison between what they feel and what they expect about the brand In fact, product quality is the top concern of consumers and it will also determine the feelings and evaluations that consumers have for the brand; Through the results obtained, businesses will realize whether the values they create satisfy customers or not On the other hand, factors such as packaging, promotional methods, service attitude, etc also plays an important role in the process of creating customer satisfaction

Customer satisfaction is a determining factor in a company's success (Luo and Homburg, 2007) It is defined as "the degree to which the perceived performance of a product (whether a good or a service) matches the buyer's expectations" (Kotler & Armstrong, 2010) Customer satisfaction is an important driver of future purchases (Mittal & Kamakura, 2001) It represents the totality of customer expectations both before and after purchasing a product (Aydin et al., 2005) Customer satisfaction is associated with increased customer loyalty, positive word of mouth, and ongoing repurchase behavior (Chi and Qu, 2008; Faullant et al., 2008)

Customer satisfaction, according to Shukla (2011), is “customers' psychological response to their positive evaluation of consumption outcomes in relation to their expectations” This evaluation takes place after consumption and comparison of expected and actual performance (Shukla, 2011) Customer expectations drive customer satisfaction, which in turn affects product performance (Churchill & & Surprenant, 1982) Brand success is determined by customer expectations, including hardware, software, design, and other functions (Churchill & & Surprenant, 1982) Customers who are satisfied with a product tend to continue using it, promoting brand loyalty They are more likely to spread good word of mouth and purchase again (Ha & John, 2010) Satisfied

22 customers who have a positive attitude toward the product are more likely to repurchase (Ha & John, 2010) Said (2014) revealed that there is a significant positive relationship between customer satisfaction and loyalty in the mobile phone market After evaluating various factors that comprise brand loyalty, many researchers found a positive relationship between customer satisfaction and brand loyalty (Zhaoyang, 2014)

Sweeney and colleagues (1999) point out that it can be easy to confuse perceived value and satisfaction; however, these are two separate concepts Perceptions of value can occur even when the product or service has not been purchased or used, whereas satisfaction mainly reflects the state after purchase or use of the product Woofruff (1997) believes that perceived value represents the customer's perception of the nature of the exchange relationship with the business, while satisfaction reflects the customer's overall feeling and originates from perceived value On the other hand, perceived value is the comparison between what customers spend and what they receive Satisfaction refers to the difference between expected value and perceived value for a certain brand

From an operational definition perspective, satisfaction can be considered an attitude because it can be assessed as the aggregate level of satisfaction with different attributes of a product or service (Churchill and Surprenant, 1982) There is also enough evidence that customer satisfaction can be viewed as an attitude (Yi, 1990)

Research results by Ghimire & Karki (2022) indicate that Customer Satisfaction is also considered an important predictor of brand loyalty with a significant β coefficient of 0.118 Similarly, Slaba (2019) stated that there is a highly statistically significant relationship between customer satisfaction and loyalty at the 99% confidence level This result has also been confirmed by previous studies by many scholars Specifically, Tabish et al (2017) also showed a significant impact of customer satisfaction on brand loyalty The study by Dauch et al (2016) confirm that satisfaction has a relationship with brand loyalty Pratiwi (2015) showed that Customer Satisfaction was found to have a significant influence on Samsung smartphone brand loyalty Lee (2010) revealed customer satisfaction significantly affects customer loyalty Lin & Wang (2006) showed that the

23 direct and comprehensive impact of customer satisfaction on customer loyalty is 0.45 Luarn & Lin (2003) also showed that customer satisfaction is directly related to customer loyalty

Research results Nguyen Thi Thuy and colleagues (2022) show that satisfaction with the brand will determine consumers' repurchase intentions This result once again confirms the model proposed by Pham Thi Lan Huong and Ngo Thi Hong (2015)

Based on previous studies, the author expects hypothesis H1 as follows:

H1: Customer satisfaction has a positive influence on customer brand loyalty

According to Chaudhuri & Holbrook (2001), trust in a brand is the willingness of a typical customer to "trust" in the ability of that brand to perform the function promised to the customer To form this “trust”, customers rely on their past experiences and previous interactions with the brand

Brand trust is a consumer's perception of a brand's reliability based on experience and is a series of relationships or interaction is marked by the fulfillment of consumer desires in terms of product performance and perceived consumer satisfaction (Mowen, 1988)

Since the 1990s, many types of research have shown that trust is another important determinant of customer loyalty (Rasheed & Anser, 2017; Chaudhuri & Holbrook, 2001; Reicheld & Schef- ter, 2000; Khundyz, 2018) A brand name or trademark creates a very significant competitive advantage Customer trust in a brand is always based on the customer's positive beliefs about the customer's expectations of the product (Rasheed & Anser, 2017) leading to customer loyalty Singh (2016) states that customer or brand loyalty is nothing more than the satisfaction of vision for any customer and this customer satisfaction comes from the trust of the customer for a specific product, service or brand Kuusik (2007) found that trust is the most important determinant in establishing loyalty and is directly related to purchase Upamannyu et al (2015) argue that brand trust represents a feeling of security in any interaction with a particular product or brand and is

24 based on commitment, expectations and promises in the context of reliability and a sense of responsibility Responsibility to customers, community, and social welfare Brand trust is the main factor influencing customers' attitudes and behavior towards brand loyalty (Zhaoyang, 2014)

Research by Rini and Sulistyawati (2014) also concluded that brand trust has a positive influence on brand loyalty Along with increased trust in the brand comes increased brand loyalty This is supported by the theory presented by Munuera-Aleman et al (2003) argue that consumers' trust in brands (brand trust) can have an impact on consumers' behavioral loyalty and actions towards brands (brand loyalty) The research conducted by Tingkir (2014) is consistent with the theory presented, which is that brand loyalty is derived from consumers' trust in the brand

The test results of Hokky & Bernarto (2021) show that the direct impact of the brand trust variable on the brand loyalty variable has a value of 0.461 In the same vein, Slaba (2019) demonstrated a positive relationship between trust and loyalty Previous studies by Tabish et al (2017) also showed a statistically significant impact of brand trust and brand loyalty Dauch et al (2016) also confirmed that brand trust has a significant positive influence on behavioral brand loyalty In Pratiwi's (2015) study, brand trust was less likely to influence brand loyalty However, Lin & Wang (2006), found trust to have a significant positive impact on customer loyalty This supports the suggestion of previous studies by Luarn & Lin (2003) that trust is believed to be an important determinant of purchase loyalty

Investigation by Do Hai Hung and Nguyen Thi Mai Huong (2020) shows that brand trust has an impact on customers' phone brand loyalty with a correlation coefficient of 0.167 This result once again confirms the model proposed by Pham Thi Lan Huong and Ngo Thi Hong (2015)

Based on previous studies, the author expects hypothesis H2 as follows:

H2: Brand trust has a positive influence on customer brand loyalty

RESEARCH MODEL

Based on theoretical frameworks, studies of foreign scholars including Slaba

(2019), Tabish et al (2017), Dauch et al (2016) and verified studies in Vietnam as Do

Hai Hung and Nguyen Thi Mai Huong (2020), the author would like to propose a research model as follows:

CONSTRUCTION OF SCALE OF VARIABLES

The study uses 4 components that affect brand loyalty for Samsung mobile phone products of consumers in Ho Chi Minh City including 20 observed variables In there:

(1) Customer satisfaction has 04 observed variables

(2) Brand trust has 04 observed variables

(3) Perceived quality has 04 observed variables

(4) Attitude towards promotion has 04 observed variables

(5) Brand loyalty has 04 observed variables

All scales were built on a 5-point Likert scale with 1 being strongly disagree and 5 being strongly agree Specifically:

The 5-level scale is averaged as follows:

Distance value = (maximum value – minimum value)/n

In which the average values are divided as follows:

Scale of variables in the model:

Table 2.4: Scale of that determinants of brand loyalty towards Samsung mobile phone products: A case study of consumers in Ho Chi Minh City

SAT1 I am satisfied with my decision to buy a Samsung mobile phone

Pratiwi (2015), Pratiwi (2015), Nguyen Thi Thuy et al (2022), Slaba (2019), Slaba (2019), Pham Thi Lan Huong and Ngo Thi Hong (2015), Tabish et al (2017)

SAT2 I am satisfied with my previous experience with my

SAT3 I am satisfied with the services provided by the

SAT4 I am satisfied with the price of Samsung mobile phones

TRUST1 I will only buy a Samsung mobile phone brand that is trustworthy and safe

Slaba (2019), Nguyen Thanh Cong (2007), Tabish et al (2017),

TRUST2 I am loyal to Samsung phone brands that I trust

TRUST3 I don't trust any other phone brand

TRUST4 I trust the Samsung mobile phone brand

PQ1 Samsung mobile phones are of very high quality Tong Thi Nghiem

(2012), Do Hai Hung and Nguyen Thi Mai PQ2 Samsung mobile phones offer great features

PQ3 Samsung mobile phones are very reliable

PQ4 Samsung mobile phones bring great innovation and technology

PRO1 I feel satisfied with Samsung mobile phone advertising Nguyen Thanh Cong

(2007), Vu Xuan Truong (2023), Do Hai Hung and Nguyen Thi Mai Huong (2020), Tong Thi Nghiem (2012)

PRO2 I like the advertising campaigns for Samsung mobile phones

PRO3 Promotions of Samsung mobile phones are seen frequently

PRO4 Samsung mobile phones are heavily advertised compared to competing mobile phones

LOY1 I always buy the same brand of Samsung mobile phones, it is my first choice

LOY2 I just want to introduce to my friends the Samsung mobile phone brand that I am loyal to

LOY3 I feel loyal to the Samsung mobile phone brand

LOY4 I will not switch to another mobile phone if the same is available in the market

SUMMARY OF CHAPTER 2

Chapter 2 introduces an overview of theories related to customer brand loyalty and previous research Based on this scientific basis, the author proposes factors that affect customers' brand loyalty to Samsung mobile phone products, including: (1) Customer satisfaction, (2) Brand trust, (3) Perceived quality, (4) Attitude towards promotion How these factors are analyzed in detail will be presented in detail in Chapter 3

RESEARCH METHODOLOGY

RESEARCH PROCESS

The research was conducted based on a combination of qualitative and quantitative research methods

Qualitative research methods are used and information analysis using expert methods is used to conduct preliminary research to develop a survey questionnaire The author built a questionnaire based on the factors that determine customer brand loyalty, referenced from previous studies and direct discussions with customers using Sam Sung mobile phones in Ho Chi Minh City, helping to complete questions that are inappropriate or confusing to respondents Special:

During this stage, the author will collect opinions from Samsung mobile phone customers selected by a convenient method but still reflect the characteristics of the observed sample set using a prepared questionnaire

The purpose of qualitative research is to check: the clarity of language, the accuracy of each argument and supplement and collect new ideas The content discussed will be synthesized by the author as a basis for adjusting the scale and observed variables, leading to the establishment of a survey questionnaire for official research

Based on the results after collecting opinions, the author will agree to use an official questionnaire to conduct a trial interview with 20 customers who are using Samsung mobile phones in Ho Chi Minh City From there, check the clarity of the sentences and make adjustments (if any) before conducting an official quantitative survey in large numbers

(2) Building an official measurement scale:

When there is an official questionnaire, the author will collect primary data

DATA COLLECTION METHODS

Primary data was collected through a survey questionnaire sent online to the respondents The questionnaire uses a 5-point Likert scale ranging from strongly disagree to strongly agree The dependent variable is Brand loyalty The independent variables include:

Secondary data: includes data collected from books, journals and previous studies related to the topic

There are different ways to choose the sample size from different points of view According to the study of Comrey (1973) and Worthington et al (2006); Research by Hair et al (1998), the minimum sample size for EFA factor analysis is 5 times the total number of observed variables That is, the number of samples needed according to this study is: 5 * 20 = 100 observations After analyzing the exploratory factors, EFA identified the influencing factors, the study performed multivariate regression analysis According to Tabachnick and Fidell (2001) for multivariate regression analysis, the sample size should be obtained according to the formula: 50 + 8 * m (m: that is, the number of independent variables) According to this formula, sample size = 50 + 8 * 4 82 To increase the reliability of the study as well as eliminate damaged questionnaires after collection, the sample size was chosen as n = 260, selected by convenience sampling method.

DATA ANALYSIS METHODS

Descriptive statistics method was used in this study to reflect an overview of the sample in terms of demographic aspects (gender, income, time spent using the phone) of the respondents

In addition, descriptive statistics are also used to reflect the importance of factors affecting customer brand loyalty (based on average review scores)

3.3.2 Reliability analysis method Cronbach's Alpha

Cronbach's Alpha coefficient is used in this study to test the reliability of the component scales of the factors:

(1) Customer satisfaction has 04 observed variables

(2) Brand trust has 04 observed variables

(3) Perceived quality has 04 observed variables

(4) Attitude towards promotion has 04 observed variables

(5) Brand loyalty has 04 observed variables

- Cronbach's Alpha coefficient has a variable value in the interval [0,1] In theory, the higher this coefficient, the better (the more reliable the scale is) However, this is not entirely correct Cronbach's Alpha coefficient is too large (about 0.95 or more) indicating that there are many variables in the scale that do not differ from each other, this phenomenon is called overlap in the scale (Nguyen Dinh Tho, 2011)

- If a measurement variable has the correlation coefficient of the total variable, Corrected Item - Total Correlation ≥ 0.3, the variable meets the requirements (Nunnally & Bernstein, 1978)

- Value of Cronbach's Alpha coefficient (Hoang Trong and Chu Nguyen Mong Ngoc, 2008):

+ From 0.8 to close to 1: very good scale

+ From 0.7 to nearly 0.8: the scale is good to use

+ From 0.6 and above: qualifying scale

+ If the Cronbach Alpha coefficient is less than 0.5, this scale is not acceptable

In general, the larger the Cronbach Alpha value, the more valid the scale We also need to pay attention to the value of the column Cronbach's Alpha if Item Deleted, this column represents the coefficient Cronbach's Alpha if the type of variable under consideration Although this is not a universal standard to assess the reliability of the scale, however, if the Cronbach's Alpha if Item Deleted value is greater than the group's Cronbach Alpha coefficient, we should consider considering the observed variable depends on the case

3.3.3 Exploratory factor analysis method EFA

This study used EFA analysis to group independent observed variables (16 variables) If any observed variable does not satisfy the Factor loading factor >= 0.5, it will be removed from the scale and rerun EFA with the remaining variables

Measurement criteria in EFA analysis:

Factor Loading factor: Defined as the factor weight or factor loading factor Is an indicator to ensure the practical significance of EFA In there:

+ If 0.3= 0.7: The observed variable has very good statistical significance

KMO coefficient (Kaiser - Meyer - Olkin): is an index used to evaluate the appropriateness of factor analysis, namely comparing the magnitude of the correlation coefficient between two variables with the partial correlation coefficient of the two variables The value of KMO is evaluated as follows:

To use EFA, the KMO must be greater than 0.50

Bartlett's test of sphericity: Used to examine the correlation between observed variables in the factor If the Bartlett test is statistically significant Sig Bartlett's Test < 0.05 (p= 1 are kept in the exploratory factor analysis model

Total Variance Explained: This value shows how much the factors are condensed and what percentage of the observed variables are lost based on a 100% rating This value should be at >= 50%, then the EFA model is suitable

Pearson correlation analysis method was used in this study to test the linear correlation of factor groups in EFA analysis

One of the necessary conditions for regression analysis is that the independent variable must be correlated with the dependent variable, so if at this step of correlation analysis, the independent variable is not correlated with the dependent variable, then we remove the independent variable from the regression analysis

However, the Pearson analysis only raises questions, but does not have any exact calculations and comparisons to prove that there is multicollinearity between two independent variables This question will be answered based on the VIF coefficient in the regression analysis Therefore, when analyzing regression, the author will pay attention to the problem of multicollinearity

The independent variables that are correlated with the dependent variable will be included in the model to explain the dependent variable

- The condition for meaningful correlation is the sig value 0.05 then reject the hypothesis that the variance of the error changes

The factors after running satisfying the conditions of EFA analysis and Pearson correlation analysis will be included in the multivariate regression model to investigate the impact coefficient of the independent variable with the dependent variable on job

39 satisfaction, the basis of which Depending on the magnitude of the coefficient R 2 indicates the fit of the regression model, the coefficient sig indicates whether the hypothesis will be accepted or rejected, the sign of the coefficient β indicates the positive/inverse correlation of the independent variable and dependent variable If the regression model does not violate the regression assumptions (VIF magnification factor, normal distribution of residuals, variance of error constant) this factor will be used in the analysis of the effect of factors to prioritize solutions.

SUMMARY OF CHAPTER 3

Chapter 3 details the analytical methods for each research objective In general, there are 5 analytical tools used in this study, including:

(2) Analysis of reliability Cronbach Alpha

The results of the analysis based on these tools will be presented in Chapter 4

RESULTS

OVERVIEW OF SAMSUNG ELECTRONICS AND SAMSUNG 68

Samsung Electronics Co., Ltd is a South Korean multinational electronics company, headquartered in Suwon City, Gyeonggi-do Founded in 1969, Samsung Electric Industries initially operated in the field of manufacturing household electrical appliances such as televisions, computers, refrigerators, air conditioners and washing machines Since then, Samsung has rapidly expanded into the semiconductor and mobile phone businesses, gradually establishing itself as the world leading technology company

By 2008, Samsung Electronics VietNam was officially established which is a subsidiary of the Korean Samsung Electronics Groupand officially in operation since 2009 Samsung Electronic Vietnam is currently the largest foreign investor in Vietnam with a total investment capital of up to 22 billion USD

Samsung 68 is one of three large-scale Samsung technology experience spaces worldwide, the first in Asia and the only one in Vietnam which is Samsung's official store in Vietnam With a total area of 1,010 m2 and 18 modern display areas spanning 2 floors at the architectural symbol of Ho Chi Minh City, Samsung 68 offers diverse experiential activities on all Samsung product lines from home appliances, mobile and audio-visual, household electrical appliances, to a perfect ecosystem

Through diverse experiential activities and unique events that take place regularly, Samsung 68 is the door for customers to open a new vision on how to optimally utilize future technology from Samsung and improve the quality of life More than just a display space, Samsung 68 will open up a journey of discovery for you filled with top-notch experiences and attractive perks

Coming to Samsung 68 customers will be able to experience mobile devices and smart wearables along with the latest accessories from Samsung, experiencing the world's leading breakthrough technology Step into a high-tech home entertainment space perfectly created to the highest standards of sound and image Feel every emotion in every vivid moment with QLED TV, integrated with sound technology from Samsung

41 audio expert Harman Kardon and other devices in the Samsung ecosystem that create standards.

INFORMATION ABOUT THE STUDY SAMPLE

Table 4.1: Information about the study sample

Samsung mobile phone usage time

Source: Computed by author based on survey, 2024

The calculation results in table 4.1 show that consumers using Samsung mobile phones include both men and women, of which women account for 57.7% of the total observations, men account for 42.3% of the total observations close Although the difference in gender ratio is not significant, perhaps because Samsung mobile phones have fashionable designs more suitable for female customers, the number of female consumers predominates Most customers' income is in the range of 10,000,000-

0.6, so it meets the reliability requirements At the same time, all variables in the scale from TRUST1 to TRUST4 have a total variable correlation coefficient > 0.3 and the variables in the scale all have Cronbach' Alpha coefficients that are smaller than the Cronbach' Alpha coefficient of the scale, so there is it can be concluded that all the given variables can be used for EFA analysis

Table 4.10: Scale of Perceived quality

Cronbach's Alpha if Item Deleted

PQ1 Samsung mobile phones are of very high quality 0.718 0.833

PQ2 Samsung mobile phones offer great features 0.701 0.838

PQ3 Samsung mobile phones are very reliable 0.703 0.836

64 bring great innovation and technology

Source: Computed by author based on survey, 2024

From the above analysis results, we see that the Cronbach's Alpha coefficient of the scale is 0.867 > 0.6, so it meets the reliability requirements At the same time, all variables in the scale from PQ1 to PQ4 have a total variable correlation coefficient > 0.3 and the variables in the scale all have Cronbach' Alpha coefficients that are smaller than the Cronbach' Alpha coefficient of the scale, so there is it can be concluded that all the given variables can be used for EFA analysis

4.4.1.4 Scale of Attitude towards promotion

Table 4.11: Scale of Attitude towards promotion

Cronbach's Alpha if Item Deleted PRO Attitude towards promotion 0.845

PRO1 I feel satisfied with Samsung mobile phone advertising 0.821 0.745

I like the advertising campaigns for Samsung mobile phones

PRO3 Promotions of Samsung mobile phones are seen frequently 0.711 0.791

Samsung mobile phones are heavily advertised compared to competing mobile phones

Source: Computed by author based on survey, 2024

From the above analysis results, we see that the Cronbach's Alpha coefficient of the scale is 0.845 > 0.6, so it meets the reliability requirements At the same time, all

65 variables in the scale from PRO1 to PRO4 have a total variable correlation coefficient > 0.3 and the variables in the scale all have Cronbach' Alpha coefficients smaller than the Cronbach' Alpha coefficient of the scale, so there is it can be concluded that all the given variables can be used for EFA analysis

Table 4 12: Scale of Brand loyalty

Cronbach's Alpha if Item Deleted

I always buy the same brand of the mobile phone, it is my first choice

I would only recommend to my friends a brand of mobile phone that I am loyal to

I feel to be loyal to the specific brand of mobile phone

I would not switch to another mobile phone if the same brand is available in the market

Source: Computed by author based on survey, 2024

From the above analysis results, we see that the Cronbach's Alpha coefficient of the scale is 0.831 > 0.6, so it meets the reliability requirements At the same time, all variables in the scale from LOY1 to LOY4 have a total variable correlation coefficient >

0.3 and the variables in the scale all have Cronbach' Alpha coefficients that are smaller than the Cronbach' Alpha coefficient of the scale, so there is it can be concluded that all the given variables can be used for EFA analysis

As stated in the research method, after evaluating the reliability of the scale through the Cronbach' Alpha coefficient, the author conducts EFA factor analysis KMO coefficient ≥ 0.5 ensures the appropriateness of EFA analysis for the research sample The extracted factors are satisfactory if factor loading is ≥ 0.5, Eigenvalue 1 and total variance extracted ≥ 50% At the same time, the study uses Principal Component extraction method with Varimax rotation

4.4.2.1 EFA factor analysis for independent variables

EFA factor analysis for independent variables was performed for 4 groups of independent variables including:

(1) Customer satisfaction has 04 observed variables

(2) Brand trust has 04 observed variables

(3) Perceived quality has 04 observed variables

(4) Attitude towards promotion has 04 observed variables

Table 4.13: KMO and Bartlett's Test (Independent variables)

Kaiser-Meyer-Olkin Measure of Sampling Adequacy 0.888

Source: Computed by author based on survey, 2024

The analysis results show that the KMO coefficient is 0.888 > 0.5, so EFA analysis is appropriate for this research sample At the same time, the Bartlett coefficient is also very large at 2570.632 and the Sig value is very small (Sig = 0.000), showing that the hypothesis that the variables are not correlated with each other in the population is

67 rejected, meaning that the variables are correlated with each other in the population From there, it shows that the Bartlett test is statistically significant

All Eigenvalues of the extracted factors are greater than 1 and the total variance extracted of the 4 components is 72.81%, showing that the 4 factors explain 72.81% of the variation in the data This value is greater than 50%, so the extracted factors are accepted The results of the extracted factors are shown in the following table 4.14:

Table 4.14: EFA analysis results (independent variables)

Extraction Method: Principal Component Analysis

Rotation Method: Varimax with Kaiser Normalization a a Rotation converged in 5 iterations

Source: Computed by author based on survey, 2024

4.4.2.2 EFA factor analysis for dependent variable

EFA factor analysis for the dependent variable was performed for the dependent variable Brand loyalty including 4 component variables, the results are presented in table 4.15:

Table 4.15: KMO and Bartlett's Test (Dependent variable)

Kaiser-Meyer-Olkin Measure of Sampling Adequacy 0.796

Source: Computed by author based on survey, 2024

The analysis results show that the KMO coefficient is 0.796 > 0.5, so EFA analysis is appropriate for this research sample At the same time, the Bartlett coefficient is also very large at 394 and the Sig value is very small (Sig = 0.000), showing that the hypothesis that the variables are not correlated with each other in the population is rejected, meaning that the variables are correlated with each other in the population From there, it shows that the Bartlett test is statistically significant

Table 4.16: EFA analysis results (Dependent variable)

Extraction Method: Principal Component Analysis a 1 components extracted

Source: Computed by author based on survey, 2024

Extracting only one factor is a good thing, meaning the scale ensures unidimensionality, the observed variables of the dependent variable converge quite well

Pearson correlation coefficient test is used to test the correlation between independent and dependent variables before analyzing multiple linear regression The results of the correlation analysis are as follows:

Table 4.17: Pearson correlation analysis results

LOY SAT TRUST PQ PRO

** Correlation is significant at the 0.01 level (2-tailed)

Source: Computed by author based on survey, 2024

The results of Pearson correlation analysis show that the factor group SAT, TRUST, PQ, PRO has a linear relationship with the dependent variable LOY (sig