This study aims to explore the factors affecting consumers’ loyalty to traditional markets in Vietnam. This is one of the first research papers to develop the measurement scale as well as the theoretical model illustrate the relationship between service quality, customer satisfaction and customer loyalty to traditional markets. The research results surveyed customers who regularly shop at traditional markets in Ho Chi Minh City (HCMC), the theoretical model taken together with the scale five level. The official quantitative studied with a sample of 300 customers (shoppers) who are regular shopping experience. The data collected from January 2017 to March 2018 in HCMC and random sampling technique. The Data analyzed Cronbach’s Alpha and the exploratory factor analysis (EFA) which used for Structural Equation Modelling (SEM) technique. The tested results have nine out of ten accepted hypotheses. Quality of service, satisfaction and cultural factors are the positive factors, directly to the loyalty of consumers with traditional markets. This result provides a new dimension of loyalty in the Vietnamese retail market. Finally, the researchers have managerial implications for improving consumers’ loyalty with traditional market in the future.
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