Ministry of Education and Training NATIONAL ECONOMICS UNIVERSITY NATIONAL ECONOMICS UNIVERSITYNATIONAL ECONOMICS UNIVERSITY NATIONAL ECONOMICS UNIVERSITY    PHAM VAN TUAN STUTYing CUSTOMER SATISFACTION’S IMPACT ON CUSTOMER LOYALTY AND SHIRT REPeating Purchase OF URBAN CUSTOMERS IN VIET NAM UNDER THE INFLUENCE OF INVOLVEMENT AND FASHION STYLE M MM MAJOR: : : : BUSINESS ADMINISTRATION BUSINESS ADMINISTRATIONBUSINESS ADMINISTRATION BUSINESS ADMINISTRATION (marketing) (marketing)(marketing) (marketing) CODE CODECODE CODE: : : : 6234 62346234 62340 00 01 11 10 00 02 22 2 SUMMARY OF DOCTORAL THESIS HA NOI, 2014 THE THESIS IS COMPLETED IN: NATIONAL ECONOMICS UNIVERSITY NATIONAL ECONOMICS UNIVERSITY NATIONAL ECONOMICS UNIVERSITY NATIONAL ECONOMICS UNIVERSITY Supervisors: 1. PROF . TRAN MINH DAO 2. dR. NGUYEN NGOC QUANG Reviewer 1: ASS. PROF. NGUYÔN THÞ TUYÕT MAI Reviewer2: ASS. PROF. NGUYÔN HOµNG LONG Reviewer3: dR. §µO TïNG The thesis will be protected against National termination Council at National Economics University in Hanoi On…….h……date…….month……year 2014 The thesis can be found at 1. National Library 2. National Economics University’s Library 1 CHAPTER 1. INTRODUCTION 1.1. Introduction of thesis Satisfaction, loyalty and repurchase behavior are among the most basic concepts, but always appear to be complex and not well understood in marketing science. Particularly, these concepts will need deeper investigation and clarification in specific situations and study contexts. This thesis, in addition to directly reaching those concepts as mentioned above, mainly does not study the concepts singly, independently and discretely, but focuses on the impact of satisfaction on loyalty and repurchase behavior. This relationship is put in the context of Vietnam urban customers and one typical product of fashionable shirt. Moreover, this research of the relationship is continuously and deeply discovered under the impact of two adjustment variables (factors) of involvement and fashion style. That is the official way in which the thesis will be developed. 1.2. Rationale Customer loyalty appears to be concerned by many managers as well as makerters. Frederick J.Reichheld and W. Earl Sasser stated that the maintenance of high number of loyal customers would make more profit for the enterprise, including: (1) Profit from high price strategy, (2) Profit from new customer introduced through Word of Mouth; (3) Profit from marketing and advertising cost reducing; (4) Profit from increasing product using/purchasing number and frequency. That’s why in recent decades, there have been a lot of researchers investigating in both theory and practice to find effective methods to build and retain customer loyalty. To make customers satisfied is one of the most important missions that marketing managers have to do. However, that’s just the first step. The core thing that firms concern is the satisfaction level that makes customers become loyal and the loyalty level that makes customers have repurchase behavior. To discover more deeply the impact of satisfaction on loyalty and repurchase behavior, the author studies this impact under the moderation of involvement and fashion style. Despite extensive researches that have built 2 many impact evaluation models of satisfaction on loyalty and repurchase behavior in the world, it’s totally new in Vietnam, particularly when it is measured under the moderation of involvement and fashion style. In addition, when it is done related to fashionable shirt, this is a totally new topic. With this purpose, the author chose the topic:” Investigating the impact of satisfaction on loyalty and repurchase behavior for shirt of Vietnamese urban customers under the impact of involvement and fashion style”. 1.2 Research objectives, questions and missions 1.2.1. Research objectives This thesis focuses on evaluating, testing the impact of satisfaction on loyalty and repurchase behavior for shirt of Vietnam urban customers, under the impact of involvement and fashion style. Based on the results, this thesis gives some recommendations to enterprises producing and dealing in fashionable shirts to increase satisfaction, retain loyalty towards repurchase behavior. 1.2.2. Research questions With these above-mentioned objectives, this thesis follows these questions: - How does satisfaction affect the expressions of loyalty and repurchase behavior? - Which expression of loyalty (commitment, trust, word of mouth) has the strongest impact on repurchase behavior? - Moderating variables: How do involvement and fashion styles affect the impact of satisfaction on loyalty and repurchase behavior? 1.2.3. Research missions - Overviewing domestic and international research results about impact of satisfaction on loyalty and repurchase behavior under the moderation of involvement and fashion style. - Building model test and hypotheses 1.3 Research object and scope - Research object The impact of Satisfaction on loyalty and repurchase behavior for shirt under the moderation of involvement and fashion style. 3 - Research scope Urban Customers in 2 cities: Hanoi (North) and Ho Chi Minh city (South) 1.4. Research methodology - Secondary data: applying those methods: (1) Collecting statistical and analytical data; (2) Analyzing and collecting theories; (3) Classifying and systematizing theories; (4) Modelling; (5) Scientific thinking in interpretation and inductive perspectives. - Qualitative data: Manual process (collecting ideas, counting the frequency of important words, noting important questions, etc.) - Quantitative data: Dealing by the method of EFA and CFA statistics and analysis. Using the method of liner structure analysis (SEM) to test the suitability of the model and hypotheses with SPSS, AMOS version 18.0 software. 1.5. New contributions - Build the researching model on the impact of satisfaction on loyalty and repurchase behavior under the moderation of involvement and fashion style, for shirt in Vietnam - Discover the impact of satisfaction on loyalty expressions (commitment, trust, word of mouth) and impact of those expressions on repurchase behavior - Study deeply two moderating variables: (1) Fashion style for market segmentation and (2) Involvement to consider its domination over the impact of satisfaction on loyalty and repurchase behavior - Especially, investigate involvement in two aspects: Ego involvement and Purchase involvement. - Which loyalty expression (commitment, trust, word of mouth) has the strongest impact on repurchase behavior? Enterprises will focus their marketing resources on that expression. - Recommend, add more basis on market segmentation and positioning for enterprises dealing in shirts stemming from the behavior characteristics of customer groups with different fashionable styles in the business context of Vietnam 4 - Recommend suitable strategy orientation and propose suitable marketing solutions for enterprises dealing in fashionable shirts to increase satisfaction, maintain loyalty towards repurchase behavior 1.6. Layout This thesis is divided into 5 chapters with the following contents: Introduction, thesis overview, research methodology, research result, conclusion and recommendation with 150 pages including 50 tables and 29 figures CHAPTER 2: STUDY OVERVIEW 2.1 Theoretical Background and Study Overview Satisfaction is a multi-dimensional concept and is recognized under different aspects, including: satisfaction with the product itself, satisfaction with the sales process and satisfaction with after sales service. Brown (1992), Jamal and Kamal (2002) [69], (Oliver, 1996 [102]; E.W.Anderson, Fornell &Lehmann, 1994 [48]; E.W.Anderson & Mittal 2000 [44]) all had a conclusion: Customer satisfaction is an emotional status in which customer demand, expectation and hope about product values/benefits are lower, higher or equal to customer expectation. Satisfaction is indicated to be the antecedent of loyalty and repurchase behavior for the company’s product. 2.1.2 Loyalty 2.1.2.1 Theory and model Satisfaction is a multi-dimensional concept with different and complex expressions. The concept of satisfaction has been defined differently by researchers (Gretty and Thompson, [1994], Dick and Basu (1990), etc.) Overall, according to them, brand loyalty is a deep commitment leading to stable repurchase behavior for n interested service/product in the future despite different situation factors, such as marketing activities.  Common models Common models relating to satisfaction includes: model of Gounaris and Stathakopoulos (2004) [56], model of Ki-Joon Back and Sara C.Parks [73] 5 which argued that customers had attitudinal loyalty first, then emotional loyalty, intention and behavioral loyalty. A number of researchers (Raruyen and Miller, 2007 [127]; Dick & Basu, 1994 [40]) accessed customer loyalty with concepts of Behavioral loyalty, Attitudinal loyalty and composite loyalty. 2.1.2.2 Loyalty expressions Commitment Some ideas on commitment are given by a number of researchers (Morgan & Hunt, 1994; Miller (2007), Abdelmajid Amine (1998), Burmkrant and Unnava (2000)). Accordingly, commitment could be identified as a motivation to stay with a partner and willing to lose an amount of profit. The above-mentioned researchers all believed that commitment was an aspect of loyalty Trust Trust is considered to be one of the critical factors for a successful relationship between parties and an expression of loyalty. Chaudhuri and Holbrook (2001) 31], Rauyreuen (2007) [127] defined trust as the trust in a party’s word or promise and that the party will fulfill his or her obligation in an exchange relationship. Word of month Word of mouth (WOM) refers to passing information orally about consumer personal experiences with a product or service from individual to individual. WOM plays an important part in shaping consumers’ behaviors and attitude, and forming loyalty. Butcher et al. (2001) indicated four variations of customer advocacy concept: Providing positive word-of-mouth, recommending the product/service to others, encouraging others to use the project, defending the product provider’s virtues 2.1.3 Repurchase behavior Some researchers assert that repurchase behavior is an expression of loyalty (behavioral loyalty). However, in this thesis, the author will investigate repurchase behavior as a specific concept led from loyalty. 6 2.2 Impact of satisfaction on loyalty and repurchase behavior 2.2.1. Impact of satisfaction on loyalty Ruben Chumpitaz Caceres and Nicholas G. Paparoidamis (European Marketing Magazine, No. 41, 2007) [116] testing the impact of satisfaction on commitment and loyalty stated that: Higher customer satisfaction level for a product/servicewould generate higher commitment and trust level for that product/service. Morgan and Hunt (1994) [94], Leon G.Schiffma, Leslie Lazar Kanuh & Joseph [135], Gour C.Saha and Theingi [57] shared the same opinion. Overall, in the context of shirt consumption, this thesis assumes that satisfaction positively affects WOM, commitment and trust 2.2.2. Impact of loyalty on repurchase behavior This thesis discovers loyalty and repurchase behavior as two specific concepts with 5 reasons: Customer attitude, customer inertia, demand change, multibrand loyalty and situational society factor Based on studies of Beth Davis-Sramek, John T.Mentzer and Theodore P.Stank [24] of Lousville and Tennessee University, US (operational management magazine, No. 26-2008; Wetzels et al (1998) [133]; Norizan Kassim and Nor Asiah Abdullah [99], the author indicated that: loyalty expressions including commitment, trust, wom affect repurchase behavior. 2.2.3. Impact of satisfaction on repurchase behavior In 1969, Howard & Sheth [67], Taylor and Baker (1994) [130]; Olsen (2002) [117] argued that satisfaction had an impact on repurchase behavior although these were not enough consistent evidences about this. 2.3. Fashion market and the impact of satisfaction on loyalty and repurchase behavior under the influence of fashion style 2.3.1. Fashion, fashion market in Vietnam In this part, the author describes the fashion market in Vietnam. Fashion style has strong influence on customer behavior so the author chose the shirt market to conduct research in Vietnam. 2.3.2. Impact of satisfaction on loyalty and repurchase behavior under the impact of fashion style  Fashion style 7 Fashion style is used as a criterion on customer segmentation in many previous studies such as studies of Shim and Bickle (1994) [123]; Sofiah Abd Rahman; Abdul Rahman Abdul Rahim, 2006 [126], etc. The author has successfully applied the research work of Rafaeli, Dutton, Harquail and Mackie-Lewis- 1997. Accordingly, the thesis will study the impact of satisfaction on loyalty and repurchase behavior of 4 groups of customers: Customer group choosing their clothes based on their individual perspective on job title; Customer group whose emotion determines their decisions on clothes choosing; Customer group using clothes as a tool to build social relations and other customers group. Accordingly: The impact of satisfaction on loyalty and repurchase behavior will be different among customer groups with different fashion styles. 2.4. Impact of satisfaction on loyalty and repurchase behavior under the impact of involvement 2.4.1. Opinions on involvement The term “involvement” is translated into Vietnamese as the following concepts: “sự tham gia”, “sự lôi cuốn”, “sự can dự”, “sự dính líu”, etc. In this thesis, the author will use the expression “sự dính líu” to ensure the suitability with the research object of the thesis. Almost all of previous studies consider involvement as a multi- dimensional construct. Some first researchers in this field are Lastovicka and Gardner (1979) [84], Traylor and Joseph (1984) [132], (Rothschild, 1979) [115], Hupfer và Gardner, 1971 [68]; Manuel (2009) divided involvement into two types: ego involvement (long-term) and purchase involvement (situational). Accordingly, ego involvement is customer individual impact due to individual experience, familiarity and professional towards the purchase and consumption of products/services obtained from time to time. Purchase involvement is a situational involvement attached with environmental stimulus during the process of approving customer purchase decisions. There are many different attitudes on explaining the nature and structure of involvement, in this thesis, the author agrees with the structure of involvement proposed by researcher Manuel (2009), which means that involvement includes: ego 8 involvement and purchase involvement. At the same time, the author will use involvement as a moderating variable in the impact of satisfaction on loyalty and repurchase behavior. From that, the study assumes: Ego involvement and purchase involvement affect the impact of satisfaction on loyalty (commitment, trust, word of mouth) and repurchase behavior. 2.5. Model and research hypotheses 2.5.1. Model From overall research, the author proposes the research model presented in the thesis as follows: Figure 2.12. Research model H9a H9b H13a H13b H14a H14b H10a H10b H8a H8b H2 H3 H1 H12a H12b H11a H11b H5 H7 H4 H6 Commitment (2a) Trust (2b) Word of mouth (2c) Loyalty (2) Involvement (ego and purchase) and fashion style (4) Repurchase behavior (3) Satisfaction (1) Involvement (ego and purchase) and fashion style (4) 9 2.5.2. Research hypotheses The research model has the variables considered under different impacts:  In studying the impact of satisfaction on loyalty: - Independent variable: satisfaction - Dependent variables: commitment, trust, word of mouth  In studying the impact of loyalty on repurchase behavior: - Independent variables: commitment, trust, word of mouth - Dependent variable: repurchase behavior  In studying the impact of satisfaction on repurchase behavior: - Independent variable: satisfaction - Dependent variable: repurchase behavior • Moderating variables 1. Ego involvement 2. Purchase involvement 3. Fashion style Hypothesis groups Hypothesis group studying the impact of satisfaction on loyalty and repurchase behavior from H1 to H7 Hypothesis group related to the moderating variable of involvement from H8 to H14 Hypothesis group related to the moderating variable of fashion style: H15 CHAPTER 3: RESEARCH METHODOLOGY 3.1. Overview of research methodology and process 3.1.1. Data collection and analysis • Secondary data collection and analysis Collecting, analyzing, comparing and evaluating some studies on the impact of satisfaction on loyalty and repurchase behavior under the impact of moderating variables of involvement and fashion style of customers from available domestic and international sources on the contents related to the research. • Qualitative method (in-depth interview) 10 Interviewing marketing experts and fashion experts in Vietnam to preliminarily evaluate and adjust the scales used for research in the thesis. • Quantitative method Collecting primary data, analyzing primary data by SPSS software, analyzing EFA exploration factor. Continuing using AMOS 18.0 software to analyze CFA confirmation factor to test the model and test the research hypotheses. 3.1.2. Research process To ensure the implementation of research objectives, the thesis will be developed and deployed under the following research process: Figure 3.1: Research process 3.1.3. Research plan From the above mentioned research process, the research plan will be implemented following an order of time and represented in the following table: Theoretical background Final research N= 1000 EFA Cronbach’s Alpha Quantitative preliminary research N = 200 Amendment, supplement In-depth interviews with experts, focus group CFA SEM Drafting scale 1 Final scale Drafting scale 2 Removing observation variables with small Alpha coefficient and relation coefficent Removing observation variables with small EFA. Checking extracted variance Removing variables with small CFA; Checking the suitability of the model; Calculating the general reliability coefficient, Calculating extracted variance Checking the suitability of the model. Testing the hypotheses 11 Table 3.1: Research plan Research Method Technique Time Location Preliminary Qualitative In-depth interview with experts Focus group 01/11- 15/11/2013 Hanoi Quantitative (N=200) Direct interview 11-12/2013 Hanoi Final Quantitative (N=1000) Direct interview 01/2014 Hanoi, Ho Chi Minh City According to the plan, quantitative research will be organized in the 2 biggest cities in Vietnam: Hanoi and Ho Chi Minh City. To ensure the fairness and objectiveness of the research, the author will conduct the research with the similar number of samples in two cities. The interviews are also organized in some areas with many urban citizens with the total of 29 urban districts of two cities. For each district, the author lists the areas suitable for the criteria on selecting research samples of the thesis. 3.2. Designing preliminary research and developing scale 3.2.1. Qualitative preliminary research Qualitative preliminary research is to supplement and amend observation variables used to measure the research concepts used in the theoretical model suitable for the context of Vietnamese market. For the scale of involvement, the results of interviewing experts add two more observation variables into the original scale. Specifically, they are SDL_4 (The brand of my shirt helps to show my job position) and SDL_5 (I choose shirt brands which can help me build and maintain my own image). When developing the scale on ego involvement, the researchers state that in Vietnamese market in particular, with the characteristic of formality respect, with clear division among different job positions, fashionable shirts used in the workplace can help their owners represent their job positions as well as their 12 image. Besides, Vietnamese people always pay much attention to clothes at the first meeting to create good impression for partners. The experts also agree with the decision of applying the research work of the postgraduates including professionals and students in Michigan and Virginia university in US ((Rafaeli, Dutton, Harquail. and Mackie-Lewis- 1997) [111]) on the behavior of consuming and choosing business attire. Accordingly, the thesis will study 3 customer groups with different fashion styles at Vietnamese market, as well as add 01 selection option as “other customers group” to ensure the tightness of the answers. In addition to interviewing the experts, the author also interviewing focus groups to adjust the language used in observation variables suitable and well understood for interviewees. 3.2.2. Quantitative preliminary research Quantitative preliminary research was implemented from November 20, 2013 to December 8, 2013 in Hanoi by the method of convenience sampling. (N=146) As mentioned in chapter 2, there are 6 concepts studied in this thesis including: (1) satisfaction or STM with the measurement criteria from STM_1 to STM_8, (2) commitment or CK with the measurement criteria from CK_1 to CK_14, (3) Trust or TT with the measurement criteria from TT_1 to TT_4, (4) Work of mouth or TM with the measurement criteria from TM_1 to TM_4, (5) Repurchase behavior or MLL with the measurement criteria from MLL_1 to MLL_7, (6) Involvement or SDL with the measurement criteria from SDL_1 to SDL_11. The following table summarizes the steps on developing and evaluating the scales of the final research model. When evaluating the scales, the author uses the standards of Hair and ctg. Accordingly, the scales are considered to be fully reliable when Cronbach Alpha coefficient reaches ≥0.6 and extracted variance is more than 50%, and the Factor Loading must be more than 0.3. 13 Table 3.2: Summarizing the results on preliminarily developing and evaluating the scales Scale Criteria 1 st evaluation result 2 nd evaluation result (after removing some observation variables) Satisfaction (STM) Extracted variance 27.745% 50.993% Cronbach’s Alpha: 0.532 0.609 Conclusion Recommending removing the following observation variables: STM_3; STM_4; STM_6 Pass Commitment (CK) Extracted variance 27.073% 44.607% Cronbach’s Alpha: 0.664 0.786 Conclusion Recommending removing the following observation variables: CK_3, CK_4, CK_5, CK_7, CK_9, CK_11, CK12 Put into official research Trust (TT) Extracted variance 41.638% 52.127 % Cronbach’s Alpha: 0.483 0.529 Conclusion Recommending removing the following observation variables: TT_1 Put into official research Word of mouth (TM) Extracted variance 57.021% Cronbach’s Alpha: 0.622 Conclusion Put into official research Ego involvement (SDL) Extracted variance 38.296 % 45.949 Cronbach’s Alpha: 0.591 0.605 Conclusion Recommending removing the following Put into official research 14 Scale Criteria 1 st evaluation result 2 nd evaluation result (after removing some observation variables) observation variables: SDL_ 5 Purchase involvement (SDL) Extracted variance 35.866 48.391 Cronbach’s Alpha: 0.601 0.629 Conclusion Recommending removing the following observation variables: SDL_ 9 Put into official research Repurchase behavior (MLL) Extracted variance 0.772 Cronbach’s Alpha: 42.638% Conclusion Put into official research 3.3. Official research After implementing quantitative preliminary research, building and evaluating the scales, the author will implement official quantitative research with full sacles built at the previous step. 3.3.1. Sampling method Research object: all Vietnamese consumers over 18 years old; living and working in Hanoi and Ho Chi Minh City; There are many different attitudes on identifying sample size. However, the thesis uses the principle of Hair and ctg [6] which asserts that each measurement variable needs at least 5 observations. The thesis uses the method of factor analysis together with linear regression, the research model has 31 measurement variables. Therefore, the minimum sample size is 155 elements. The identification of sample size depends on research scope (Hanoi with 10 districts and Ho Chi Minh City with 19 districts); Population rate over 18 years old in the whole research; Population rate of district to be surveyed as compared to those of 29 districts to be studied. Therefore, the sample size is identified to include 1000 elements, the 15 sample scope for research is 7 times bigger than the required sample size as mentioned above. The author hopes that this will be an optimal sample scope to obtain a relatively accurate description. 3.3.2 Describing research sample Table 3.26: Describing research sample (N=615) Characteristics Frequency/Number Rate (%) Sex Male 296 48,1 Female 319 51.9 Region South 221 36 North 394 64 Age <=23 192 31.2 24-30 210 34.1 31- 45 183 29.8 > 45 30 4.9 Qualification High school 151 24.6 Post graduate 337 54.8 Under graduate 70 11.4 Others 57 9.3 Current main job Operational and administrational field 74 12.0 Student 248 40.3 Enterprise 206 33.5 Self-employment 56 9.1 Others 31 5.0 Job position Employee 366 59.5 Head manager 143 23.3 Department director 39 6.3 Others 67 10.9 CHAPTER 4: RESEARCH RESULTS 4.1 Testing the scales by the method of confirming factor analysis (CFA) 4.1.1. Testing standards following CFA method The standards used to check the suitability of the model: CMIN/df <5 (Kettinger and Lee 1995[81]); GFI, TLI, CFI ≥ 0.9 (Bentler & Bonett, 16 1990)[23]; RMSEA ≤ 0.08. The standards evaluate the suitability of the model based on the aspects of content value including: The credibility of the scales; Being unidirectional/monad; Converge value; Difference value. 4.1.2. CFA testing results Scale Testing criteria Chi-square/df GFI TLI CFI RMSEA Loyalty 4.523 0.931 0.944 0.95 0.076 Repurchase behavior 3.988 0.901 0.923 0.935 0.070 Satisfaction 4.052 0.91 0.928 0.94 0.071 The indicators at the above mentioned table all show that the scales are suitable with market data. However, the observation variables MLL_4, MLL_5, MLL_6, MLL_7 are all negative and lower than 0.5. Therefore, those observation variables will be removed from the research model to ensure the coverage value of the scales as well as of the research model. The following table 4.1 will summarize the results on retesting the general reliability coefficient and extracted variance of each scale after removing those observation variables of MLL scale. Table 4.1: Summarizing reliability and total extracted variance No. Scale Number of observation variables General reliability coefficient of Cronbach Alpha) Total extracted variance Conclusion 1 Commitment (CK) 7 0.897 62.52% All scales are reliable. 2 Trust (TT) 3 0.904 84% 3 Word of mouth (TM) 4 0.852 69.37% 4 Satisfaction (STM) 5 0.805 56.42% 5 Repurchase behavior (MLL) 3 0.81 72.51% 6 Ego involvement (EGO) 4 0.832 66.71% 7 Purchase involvement (PUR) 5 0.802 56.63% 17 4.2. Testing research model and hypotheses 4.2.1. Testing research model Figure 4.5. Analysis results (SEM) of research model (without the impact of moderating variables) The research model has the following coefficients Chi-square/df= 3.746; GFI= 0.900; TLI= 0.923; CFI= 0.934; RMSEA= 0.067, showing that the model is suitable for market data. The result on model analysis will be represented in details in the following table 4.3: Table 4.3: The result of model testing without the impact of moderating variables Estimation coefficient S.E. C.R. P CK < STM 1.196 .081 14.706 *** TT < STM 1.043 .077 13.490 *** TM < STM 1.390 .094 14.843 *** MLL < TT .170 .039 20.853 *** MLL < TM .360 .037 16.984 *** MLL < CK .240 .039 19.383 *** MLL < STM .330 .038 17.572 *** 18 In the table: Estimate: average estimated value; SE: standard error, CR: critical value; P: value level, ***: p < 0.001. 4.2.2. Testing hypotheses 4.2.2.1. Testing H1 to H7 With P ≤ 0.05, the impact weighting has statistical meaning. In fact, the estimation result shown in Table 4.3 represents that **** or P<0.0001 and positive weighting. Satisfaction has positive effect to engage, trust, word of mouth and repurchase behavior at the same time engage, trust, word of mouth has effect on repurchase behavior. The model test results in table 4.3 show that: (1) satisfaction has positive effect on engagement, trust, word of mouth of customer with brand 1.196; 1.043; 1.309 respectively. (2) Engagement, trust, word of mouth have effect on repurchase behavior 0.240; 0.170; 0.36 respectively; (3) satisfaction has effect on repurchase behavior of the brand: 0.33. As a result, hypotheses from H1 to H7 in the situation of ready-made shirt are accepted. 4.1.1.1 Testing H8 to H14 H8 to H14 defines effect of ego involvement and involvement from buying process on satisfaction, loyalty and repurchase behavior. This research use regression techniques of SPSS 18.0 Table 4.4: Regression result to test H8a, H9a, H10a Model Commitment (CK) Trust (TT) Word of mouth (TM) Regression weighting P value Regression weighting P value Regression weighting P value Unstan dardize d Differen t from standard Standardiz ed Unstandardi zed Different from standard Standardiz ed Unstanda rdized Differe nt from standar d Standardiz ed Constant 1.048 .127 .000 2.625 .149 .000 .243 .144 .001 Satisfacti on .565 .027 .627 .000 .310 .041 .330 .000 .614 .031 .603 .000 STM*E GO .035 .006 .166 .000 .023 .010 .100 .023 .048 .007 .201 .000 VIF 1.081 1.388 1.081 R 2 0.476 0.151 0.469 Dependent variables: Commitment/Trust/Word of mouth (respectively) The table above is summarized from Appendix 4.19 – 4.21 in Appendix 4 The relationship between satisfaction and ego involvement has statistical meaning (P < 0,05). This result shows that H1 is accepted, Ho is rejected or [...]... Set up the CRM tools for control information better Attention in handling the complaint Company should find the solution to improve the involvement by improving the stick between brand and the motivation of customer To do this, company should: 1/ Build the brand advantage by create point of different, unique positioning to reduce the impact of competitive and consolidation the involvement of customer. .. test the research model, check the suitable of the model to the market, evaluate the credibility and value of differentiated, value convergence of scales, testing the hypothesis • Describe the level of impact (strong, weak) from satisfaction to expressions of loyalty and repurchase behavior of customers • Analyze and evaluate the specific impact of the moderator, the fashion lifestyle and involvement in. .. influence of factors unique to each site or just stop talking on the couple relationship • An in- depth study of the impact satisfies the specific expression of loyalty and the expression of loyalty to repurchase behavior • Research 02 moderator variables: involvement (ego involvement and purchase involvement) and fashion lifestyle New contributions on the practical level • Proposal for the fashion apparel... statistical meaning (p < 0.05) For this reason, variable model is chosen coming to conclusion that there is difference between customer living in northern cities and southern cities of Vietnam in assessing the effect of satisfaction on loyalty and repurchase behavior when buying ready made shirt As the result shows, H5 is accepted: Impact of satisfaction on loyalty and 4.2.4 Testing the different of average... relation to each pair • Provide some hints about the strategic direction and marketing solutions for business firms shirt fashion apparel available to enhance loyalty and motivate them towards repurchase behavior New contributions on the theoretical level • The thesis explored in depth the impact of satisfaction to loyalty and repurchase behavior While previous research usually only refers to the influence. .. ego involvement enhances effect of satisfaction on engagement, trust and word of mouth Continued hypotheses are tested in similar way The result, the thesis has some conclusions: involvement from buying process make the effect of satisfaction on engagement, trust and word of mouth: individual engagement enhance the effect of engagement, trust and word of mouth on repurchase behavior; involvement of. .. (TT), Word of Mouth (TM), Satisfaction (STM) with average difference of d=0.746, d=0.815, d=0.694, d=0.657 respectively CHAPTER 5: CONCLUSION, RECOMMENDATION AND LIMITATION OF THE STUDY 5.1 Conclusion Based on the result of the study, we have the main findings: (1) Satisfaction have the positive impact on the expressions of loyalty; (2) Expressions of loyalty have the positive impact on repurchasing; (3)... Satisfaction have positive impact on repurchasing; (5) Impact of the relationship of satisfaction, loyalty and repurchase behavior different among different fashion lifestyle groups 22 5.2 Recommendation 5.2.1 Strategy: Result of the study give us some recommendation about strategy for garment Company in Vietnam: - Loyalty and repurchase behavior are asset of company - Segmentation, positioning based on fashion. .. business marketing resource allocation to enhance loyalty and promote repurchase behavior • The thesis also recommends, additional on the criteria of segmentation and market positioning for the business enterprise clothes comes from the study of behavioral characteristics of the customer group row with different fashion lifestyles • The thesis also provides recommendations and strategic directions... should focus the most on worth of mouth buzz, the secondly in commitment of customer and the trust shows the less impact than others The involvement shows the quite important role in customer relationship - Segmentation and marketing strategy for each fashion lifestyle segments Result of the study shows that if company want to serve fashion lifestyle segments, they should have different marketing plan . STUTYing CUSTOMER SATISFACTION’S IMPACT ON CUSTOMER LOYALTY AND SHIRT REPeating Purchase OF URBAN CUSTOMERS IN VIET NAM UNDER THE INFLUENCE OF INVOLVEMENT AND FASHION STYLE . chose the topic:” Investigating the impact of satisfaction on loyalty and repurchase behavior for shirt of Vietnamese urban customers under the impact of involvement and fashion style . 1.2 Research. conduct research in Vietnam. 2.3.2. Impact of satisfaction on loyalty and repurchase behavior under the impact of fashion style  Fashion style 7 Fashion style is used as a criterion on customer