Determinants Influencing the Hanoi Customers' Brand Loyalty to Shampoo Items

A key idea in strategic marketing is loyalty. Customers who are genuinely loyal must exhibit both behavioral loyalty (repeat purchases) and attitudinal loyalty (Ho & Truong, 2013) [9]. The study was carried out using qualitative and quantitative research methods using the data of 245 consumers who regularly use shampoo products through online and face-to-face questionnaires. Collected data are processed by SPSS 22.0 software through reliability analysis, exploratory factor analysis, and a regression model. Research results have provided one more piece of evidence about the correlation between factors including (i) product enthusiasm, (ii) customer's perceived value, (iii) customer satisfaction, (iv) brand trust, (v) brand commitment, and (vi) price compatibility with Hanoi customers' brand loyalty to shampoo items. Based on the research results, several recommendations are proposed to improve Hanoi customers' brand loyalty to shampoo items.