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August 25, 2025Deleted JournalOpen Access

Factors influencing customer loyalty to green brand products: The case of Vinfast’s passenger transportation services

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Observational analysis reveals customer loyalty to green brand services in VinFast's transport sector, suggesting satisfaction is crucial.

Customer loyalty is significantly influenced by perceived green quality and green brand image, with satisfaction being key.
The study identifies perceived green quality as having the most significant effect on customer satisfaction.
Using structural equation modeling, trust and satisfaction were examined as indicators of customer loyalty.
The analysis suggests that while satisfaction drives loyalty, trust has a lesser impact on maintaining that loyalty.

Thuong et al. (2025) studied this question.

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Observational analysis reveals customer loyalty to green brand services in VinFast's transport sector, suggesting satisfaction is crucial.