Customers are one of the most important factors which help to determine to the survival of a business. The company cannot operate without customers. Retaining or repeat customer are an essential for a business to grow and develop. The customer base is the key area for generating profits, this allows the business to expand and grow operations; the effectiveness of corporate strategy is enhanced. Developing retaining current customer will increase cross –sell and up-sell more and more. Some previous studies also show that customer satisfaction has a positive influence business strategy. Therefore, the assessment of the determinants affecting the customer satisfaction is very necessary for the logistics service companies, especially for small & medium private logistics companies. Nowadays, customer has many different choices because of increasingly homogeneity products from different suppliers. The seller has to differentiate by enhancing their customer service and procudurement. Business more and more aware of the importance of loyal customers. So attaining customer loyalty is extremely difficult and the firms try our best to acheive it everyday. This research build on a multidimensional construct, extend previous theory to explore correlation between affective commitment and purchase behavior. The research subject is supplier – retailers context and this companies are competing against the huge corporate, so their perspective is usually ignored. This research extend the generalizability of previous studies to enhance competitive advantages. In addition, the research also explore the relationship between logistics service quality and customer loyalty. Finally, the research examinine the relationship between satisfaction and loyalty.
University of Economics Ho Chi Minh City; ISB (International School of Business)