Exploring consumer loyalty behaviour towards Vietnamese strategic retail groups

Thi D.E. Nguyen, David B. Grant, Christopher Bovis

Research output: Chapter in Book/Report/Conference proceedingConference contributionScientificpeer-review


This paper investigates consumer loyalty behaviour towards Vietnamese grocery retailers. The country’s increased growth is rapidly changing consumer buying power, and hence expectations of product offerings and service as well as consumer loyalty behaviour are also changing. It is therefore timely to investigate these issues and how they may affect certain retail groups, e.g. supermarkets or ‘mom and pop’ stores and their respective strategies.

Research Design/Methodology/Approach
A literature review on customer loyalty behaviour and expectations and from various service quality research informed this qualitative approach. Semi-structured interviews were conducted with retail experts and consumers to determine critical factors and gaps in consumer expectations and their loyalty behaviour to understand this phenomenon.

Findings/Research and Practical Implications
Findings revealed various gaps between consumer expectations/customer loyalty behaviour in Vietnam and the literature, identified five strategic grocery retail groups, and provided measures to test empirically in a subsequent quantitative study. This paper contributes to our theoretical understanding of grocery retail in a rapidly changing emerging nation and provides guidance for the various retail groups to set-out their respective strategies and establish competitive advantage.

This study contributes to the grocery retail and service debate, which has been widely researched in Europe and North America but is under-researched in emerging nations. Its value comes from using an interdisciplinary approach comprising retail logistics/supply chain and marketing and presenting perspectives from both retailer and consumer contexts.
Original languageEnglish
Title of host publicationProceedings of the 11th International Conference on Logistics and Transport (ICLT)
EditorsT.T.T. Huong
Place of PublicationHanoi, Vietnam
PublisherForeign Trade University
Publication date2019
Publication statusPublished - 2019
MoE publication typeA4 Article in conference proceedings
EventInternational Conference on Logistics & Transport (ICLT)
- Hanoi, Viet Nam
Duration: 14.11.201915.11.2019
Conference number: 11

Publication series

NameThe International Conference on Logistics & Transport
PublisherForeign Trade University, Hanoi, Vietnam
ISSN (Print)2392-5728


  • 512 Business and Management

Areas of Strength and Areas of High Potential (AoS and AoHP)

  • AoHP: Humanitarian and societal logistics


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