A Study On The Interconnected Relationships Between And Among Customer Satisfaction, Brand Loyalty And Repurchase Intention: A Case Of Vinamilk Corporation Company

With the strictly competitive environment in the dairy product industry in Vietnam nowadays, maintaining the repurchase rate is extremely important, especially the domestic company such as Vina Milk Corporation Company. In this study, we explore that customer satisfaction and brand loyalty are the factors which have direct effects to repurchase intention of Vina Milk Corporation Company in Vietnam. We also explore that customer satisfaction has affected to brand loyalty. Through the study sample with the statistical tools by multiple analyses, the results showed: (1) customer satisfaction positively affects on repurchase intention; (2) brand loyalty has strong positive impacts on repurchase intention; (3) The positive impacts of customer satisfaction on brand loyalty. Within these results, repurchase intention was affected by customer satisfaction and brand loyalty. Accordingly, while Vina Milk Corporation Company intends to increase its repurchase rate, the improvement of brand loyalty and customer satisfaction should be able to help better its repurchase intention.