Factors Affecting Customer Loyalty: The Case of Dairy Industry in Vietnam

The goal of this research is to examine the influence of residential place on the link between loyalty and factors in Vietnam's dairy sector, especially the TH True Milk brand. Beside residential place, four other determinants of customer loyalty are also examined in this research. The research framework is made up of five hypotheses: pricing, product quality, promotion and advertising, brand image, and lastly residential place. These five hypotheses were chosen to help answer the study's key research questions. The quantitative technique is the principal methodology utilized in carrying out the research method, and the primary data is the acquired data chosen for inclusion in the research article. With a sample size of 266 respondents, this approach makes it easier to gather data and reach survey participants by conducting an online survey utilizing 365 forms and the snowball method. Furthermore, the data for this study were selected and analyzed using SPSS software in conjunction with data methodologies such as descriptive statistics, Cronbach's alpha, linear regression. The study's findings indicate that the influence of geography on consumer loyalty and the determining variables for the dairy business in Vietnam, in particular, the TH True Milk. Price, Product Quality, and Brand Image are the three strongest elements determining consumer loyalty, according to regression research and results, yet only Product Quality is chosen to minimize risk rather than Price. Specifically, the manager must pay attention to food hygiene and safety as part of the process of increasing product quality, with frequent open training courses focused on cleanliness in the production and interior stages. Aside from investing in more contemporary technologies to make high – quality sanitary items. Simultaneously, determine your brand's major strengths and weaknesses in comparison to competitors to determine what needs to be done to increase product quality to a higher level than competitors, and most importantly, always listen to the customer's contribution to the brand.