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

This study analyzes the factors influencing customer loyalty towards green brand services in: The case of VinFast's transportation services based on the theory of Oliver (1999), the Servqual model of Parasuraman et al., (1988) and using the quality-satisfaction-loyalty model to examine the two aspects (attitudinal and behavioral) of loyalty through trust and satisfaction. Remarkably, the study examines how the factors (green brand image, perceived green brand value and perceived green quality) affect customer loyalty through trust (attitudinal aspect) and satisfaction (behavioral aspect). Subsequently, the study examines how trust and satisfaction impact loyalty. The structural equation modeling (SEM) and Delphi method are used to test the impacts of those factors on customer loyalty towards VinFast's green transportation services. The results show that "Perceived Green Quality" and "Green Brand Image" impact "Trust". Meanwhile, "Perceived Green Value" does not affect "Trust". "Perceived Green Quality" has the most significant effect on "Satisfaction”, followed by "Perceived Green Value". The correlation between "Green Brand Image" and "Satisfaction" isn’t statistically significant. "Satisfaction" significantly impacts "Loyalty" while "Trust" has less impact on “Loyalty”.