Brand Loyalty In The B2b Relationship: A Case Study Of Pesticide Products Distributed In Mekong Delta
The study determines and measures key factors that affect brand loyalty through the B2B relationship between providers and distributors of pesticide products in Mekong Delta. Data were collected by a survey of 245 pesticide distributor in Mekong Delta who have directly bough...
| Main Authors: | , |
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| Format: | Article |
| Language: | Vietnamese |
| Published: |
TẠP CHÍ KHOA HỌC ĐẠI HỌC MỞ THÀNH PHỐ HỒ CHÍ MINH
2020-08-01
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| Series: | Tạp chí Khoa học Đại học Mở Thành phố Hồ Chí Minh - Kinh tế và Quản trị kinh doanh |
| Subjects: | |
| Online Access: | https://journalofscience.ou.edu.vn/index.php/econ-vi/article/view/771 |
| _version_ | 1818721539694002176 |
|---|---|
| author | Hoàng Thị Phương Thảo Nguyễn Công Phục |
| author_facet | Hoàng Thị Phương Thảo Nguyễn Công Phục |
| author_sort | Hoàng Thị Phương Thảo |
| collection | DOAJ |
| description | The study determines and measures key factors that affect brand loyalty through the B2B relationship between providers and distributors of pesticide products in Mekong Delta. Data were collected by a survey of 245 pesticide distributor in Mekong Delta who have directly bought pesticide products of 6 dominant brands and resell them in the delta market. Reliability analysis by Cronbach’s alpha, EFA, and regression analysis were used to interpret the data. The result identifies 3 factors that positively affect brand loyalty of distributors in the following order of importance: customer satisfaction, relationship value and brand image, in which customer satisfaction gains fromproduct quality, promotion, price, and service quality of providers. The findings raise managerial implications for producersof pesticide products to enhance brand loyalty in this distribution area |
| first_indexed | 2024-12-17T20:40:21Z |
| format | Article |
| id | doaj.art-91d9576249a74a60a76f72c2afb60396 |
| institution | Directory Open Access Journal |
| issn | 2734-9306 2734-9578 |
| language | Vietnamese |
| last_indexed | 2024-12-17T20:40:21Z |
| publishDate | 2020-08-01 |
| publisher | TẠP CHÍ KHOA HỌC ĐẠI HỌC MỞ THÀNH PHỐ HỒ CHÍ MINH |
| record_format | Article |
| series | Tạp chí Khoa học Đại học Mở Thành phố Hồ Chí Minh - Kinh tế và Quản trị kinh doanh |
| spelling | doaj.art-91d9576249a74a60a76f72c2afb603962022-12-21T21:33:19ZvieTẠP CHÍ KHOA HỌC ĐẠI HỌC MỞ THÀNH PHỐ HỒ CHÍ MINHTạp chí Khoa học Đại học Mở Thành phố Hồ Chí Minh - Kinh tế và Quản trị kinh doanh2734-93062734-95782020-08-011022333644Brand Loyalty In The B2b Relationship: A Case Study Of Pesticide Products Distributed In Mekong DeltaHoàng Thị Phương Thảo0Nguyễn Công Phục1Trường Đại học Mở TP.HCM.Công ty Cổ phần Phân bón Ba Lá Xanh.The study determines and measures key factors that affect brand loyalty through the B2B relationship between providers and distributors of pesticide products in Mekong Delta. Data were collected by a survey of 245 pesticide distributor in Mekong Delta who have directly bought pesticide products of 6 dominant brands and resell them in the delta market. Reliability analysis by Cronbach’s alpha, EFA, and regression analysis were used to interpret the data. The result identifies 3 factors that positively affect brand loyalty of distributors in the following order of importance: customer satisfaction, relationship value and brand image, in which customer satisfaction gains fromproduct quality, promotion, price, and service quality of providers. The findings raise managerial implications for producersof pesticide products to enhance brand loyalty in this distribution areahttps://journalofscience.ou.edu.vn/index.php/econ-vi/article/view/771thương hiệusự hài lòng khách hànglòng trung thành thương hiệumối quan hệ b2bthuốc bảo vệ thực vật |
| spellingShingle | Hoàng Thị Phương Thảo Nguyễn Công Phục Brand Loyalty In The B2b Relationship: A Case Study Of Pesticide Products Distributed In Mekong Delta Tạp chí Khoa học Đại học Mở Thành phố Hồ Chí Minh - Kinh tế và Quản trị kinh doanh thương hiệu sự hài lòng khách hàng lòng trung thành thương hiệu mối quan hệ b2b thuốc bảo vệ thực vật |
| title | Brand Loyalty In The B2b Relationship: A Case Study Of Pesticide Products Distributed In Mekong Delta |
| title_full | Brand Loyalty In The B2b Relationship: A Case Study Of Pesticide Products Distributed In Mekong Delta |
| title_fullStr | Brand Loyalty In The B2b Relationship: A Case Study Of Pesticide Products Distributed In Mekong Delta |
| title_full_unstemmed | Brand Loyalty In The B2b Relationship: A Case Study Of Pesticide Products Distributed In Mekong Delta |
| title_short | Brand Loyalty In The B2b Relationship: A Case Study Of Pesticide Products Distributed In Mekong Delta |
| title_sort | brand loyalty in the b2b relationship a case study of pesticide products distributed in mekong delta |
| topic | thương hiệu sự hài lòng khách hàng lòng trung thành thương hiệu mối quan hệ b2b thuốc bảo vệ thực vật |
| url | https://journalofscience.ou.edu.vn/index.php/econ-vi/article/view/771 |
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