Antecedents of Brand Relationship Quality and Loyalty: A Study among Airline Customers in Vietnam

Observing the gap between Vietnam airline industry and international ones, the research studied the antecedents of loyalty programs in Vietnam through customers’ perceived benefits, which in turn affect their perceived relationship investment and then brand relationship quality. These qualities are connection and partner quality that directly influence customers’ loyalty. Using a sample of 247 airline membership holders with variables assessed on a 7-point Likert scale and structural equation modeling analysis, monetary savings and social benefit had negative and positive correlations with perceived relationship investment, respectively. The perceived relationship investment then had an impact on partner quality and connection, yet only connection continued to impact customers’ loyalty through loyalty programs. In terms of implication, the results contribute to the academic field of studying loyalty programs and the managerial field of applying and developing those programs to make them more effective in order to retain and attract flyers.