Customers Perceive Quality Service, Satisfaction and Loyalty: The Case of Passenger Transport Service by Car in Northern Vietnam

The study was conducted to test the relationship between perceived service quality, customer satisfaction and loyalty to passenger transport services by car in the northern region of Vietnam. Research selects 6 components of perceived service quality including: tangible elements, service capacity, empathy, responsiveness, price and brand to evaluate the influence of These factors contribute to customer satisfaction and loyalty. The study uses primary data from survey results, with 276 valid questionnaires. The study used the SEM structural model and processed data through SPSS 24 and AMOS 24 software. Research results show that factors that perceive the quality of passenger transport services by car have an impact. positive to customer satisfaction. Among them, customer perception of price has the greatest influence on customer satisfaction. Besides, customer satisfaction has a positive influence on customer loyalty to passenger transport services by car. Management implications and future research directions are also discussed.