The effects of firm’s innovation on customer’s loyalty: A case study of Saigon COOP

Abstract

Identifying how the innovation affects the customer’s loyalty via the consumer perceived value and customer satisfactions from products or services provided by the Coopmart Retailers System in Ho Chi Minh City, Vietnam is the purpose of this search. This research also draws some suggestions for the firm’s future development. The research was conducted through 2 phases: a qualitative pilot study and quantitative analysis. The pilot study was conducted with 5 people who are working in Coopmart as department heads, deputy heads, and managers with at least 10 years’ experience.