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Study of the Factors Affecting Customers' Loyalty for Gym Service at K.I.M Center, Vietnam

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  • Giao, Ha Nam Khanh

Abstract

This research aims to identify and measure the influence of factors affecting customers’ loyalty for gym service at K.I.M Center by surveying 640 customers using the gym service at K.I.M Center. Cronbach's alpha, EFA, CFA and SEM analysis were used in the study. The results of the model tested with SEM supported 11 hypotheses out of a total of 12 hypotheses. The four factors (i) Habits, (ii) Conversion cost, (iii) Relationship Marketing, and (iv) Satisfaction towards customers’ loyalty at the center. Two factors (i) Intangible quality, (ii) Tangible quality have an impact on customers’ satisfaction. In addition, other relationships in the model are also verified (1) the impact of relationship marketing on tangible and intangible quality, (2) the impact of tangible and intangible quality on the habit; (3) and the impact of tangible quality on customers’ conversion cost. In it, the factor of Satisfaction expressed through tangible and intangible quality has the strongest impact on customers’ loyalty.

Suggested Citation

  • Giao, Ha Nam Khanh, 2018. "Study of the Factors Affecting Customers' Loyalty for Gym Service at K.I.M Center, Vietnam," OSF Preprints 57g8a, Center for Open Science.
    • Handle: RePEc:osf:osfxxx:57g8a
    DOI: 10.31219/osf.io/57g8a
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    1. Yonggui Wang & Hing-Po Lo & Yongheng Yang, 2004. "An Integrated Framework for Service Quality, Customer Value, Satisfaction: Evidence from China's Telecommunication Industry," Information Systems Frontiers, Springer, vol. 6(4), pages 325-340, December.
    2. Liang, Dapeng & Ma, Zhenzhong & Qi, Liyun, 2013. "Service quality and customer switching behavior in China's mobile phone service sector," Journal of Business Research, Elsevier, vol. 66(8), pages 1161-1167.
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