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The Relationship Among Perceived Quality, Consumer Satisfaction and Loyalty in the Vietnamese Market for Seafood

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Abstract
  • The purpose of this study is to discuss, develop and test the relationship among perceived quality performance, consumer satisfaction and two different format of loyalty toward seafood. We frame our discussion with the purpose of drawing together streams from the quality-satisfaction research, loyalty literature, attitude research and from research on food consumption behavior. More precisely, we want to test whether the predictive relationship between cognitive quality performance – affective satisfaction – loyalty will be different if we frame our measure of loyalty as an attitudinal construct or as a behavioral construct. This is done in a convenience sample of 250 consumers in Vietnam. The empirical study is based on using structural equation approach to test construct validity of measures and empirical fit of the theoretical model. The results showed a high and positive correlations between perceived quality performance and satisfaction. The relationship between satisfaction and loyalty is positive and weaker than one between quality and satisfaction for the both formats of loyalty as expected. The relationship between satisfaction and attitudinal loyalty is much stronger than one between satisfaction and behavioral loyalty. In addition, evidences of appropriate psychometric properties, reliability and validity, of the measures were supported by the constructs measures in the model.
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  • Huy Ho, Tuu, Svein Ottar Olsen and Thao Tri Duong. 2006. The Relationship Among Perceived Quality, Consumer Satisfaction and Loyalty in the Vietnamese Market for Seafood. In: Proceedings of the Thirteenth Biennial Conference of the International Institute of Fisheries Economics & Trade, July 11-14, 2006, Portsmouth, UK: Rebuilding Fisheries in an Uncertain Environment. Compiled by Ann L. Shriver. International Institute of Fisheries Economics & Trade, Corvallis, Oregon, USA, 2006. CD ROM. ISBN 0-9763432-3-1
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  • The National Oceanic & Atmospheric Administration Marine Fisheries Service, United States Department of Commerce (NOAA Fisheries); United Kingdom Department for Environment, Food and Rural Affairs (DEFRA); The United States Agency for International Development supported Aquaculture Collaborative Research and Support Program (ACRSP).
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