The importance of website quality to brand loyalty: The case study of beauty salons in Vietnam
| Autor: | Van Nam Mai, Quoc Nghi Nguyen |
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| Jazyk: | angličtina |
| Rok vydání: | 2021 |
| Předmět: | |
| Zdroj: | International Journal of Data and Network Science, Vol 5, Iss 4, Pp 775-784 (2021) |
| Druh dokumentu: | article |
| ISSN: | 2561-8148 2561-8156 |
| DOI: | 10.5267/j.ijdns.2021.7.003 |
| Popis: | Website quality is an important factor, positively affecting brand impression and perceived quality, thereby promoting brand loyalty. The study was conducted to indicate the relationship between website quality, perceived quality, brand impression, and brand loyalty of customers towards beauty salons in Vietnam. Research data were collected using a quota sampling with 300 customers who have used salon services. By applying the structural equation modeling (SEM), the study showed that the website quality of beauty salons has a positive impact on the brand's impression and perceived quality of customers. Besides, the brand impression positively influences the perceived quality of customers and improves brand loyalty to beauty salons. |
| Databáze: | Directory of Open Access Journals |
| Externí odkaz: |
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