Relationships of Marketing, Customer Satisfaction and Customer Loyalty – A Case Of Vietnamese Dairy Retail Stores in Ho Chi Minh City, Vietnam

With the current high market competition, all businesses must have a suitable approaches and strategies to develop more and more customers and achieve their customer satisfaction and loyalty. This work aspires to inspect the relationships of the marketing, customer satisfaction and customer loyalty in Vietnamese dairy retail stores in Ho Chi Minh City, Vietnam. The study employs to methods of qualitative and quantitative. The qualitative technique is gone with the related literature and theories, consultations with 6 academic researchers, 27 business owners, and 15 managers, group discussions and 3 in-depths planned interviews with 30 random customers. The quantitative tool is done with 200 surveyed questionnaires with the customers in milk product retail stores in Ho Chi Minh city. The findings show 4 important factors affecting customer satisfaction: Product, Price, Promotion, Place (Distribution channel) and 2 crucial other factors: Satisfaction and reference group have linear relationships with customer loyalty. The findings are expected to add to the accessible literature to both theoretical and managerial approaches for a superior understanding of the activities of the marketing mix, customer satisfaction, and customer loyalty, particularly in the research trade setting..