The purpose of this study is to empirically examine the relationship between service quality and customer satisfaction in Vietnamese hotels, survey questionnaire was constructed with 23 service quality items covering 5 service quality dimensions based on SERVQUAL model. Data were collected from 432 guests of 33 three-star hotels in Vietnam in 2013. Analysis results indicate that Reliability, Responsiveness, Assurance, and Empathy significantly impact on the customer satisfaction. The study implies that service quality plays an important role as a driver for higher customer satisfaction level in hotel service. Managers would focus on Empathy, Reliability, Responsiveness, and Assurance to achieve high degree of customer satisfaction which leads to customer loyalty and business profit.

This study investigates the relationship between service quality of electronic supermarkets and customer loyalty by conducting questionnaire survey on 237 buyers in Tran Anh electronic supermarkets in Hanoi, Vietnam. This questionnaire was constructed with 28 retail service quality items covering 5 service quality dimensions namely Physical Aspects, Reliability, Personal Interaction, Problem Solving and Policy, and 2 Customer Loyalty items. Statistical analysis results indicate the significant relationship between Customer Loyalty and such dimensions of service quality as Physical Aspects and Problem Solving. From these findings, managerial as well as theoretical implications have been discussed.

This study investigates the relationship between retailer service quality and customer loyalty by conducting questionnaire survey on 664 buyers in several supermarkets in Vietnam. This questionnaire was constructed with 49 retail service quality items covering 6 service quality dimensions namely Physical aspects, Reliability, Personal Interaction, Problem solving and Policy and Information of goods, and 2 customer loyalty items. Statistical analysis results indicate the significant link between customer loyalty and such dimensions of service quality as Problem solving, Policy and Personal Interaction. From these findings, both managerial and theoretical implications have been discussed.