1.2.

Research Target
The research target of this paper is UEH (University of Economics Ho Chi Minh
City) students who frequently uses convenience store such as Circle K, Ministop or,
GS25 for purchasing goods and services.
The study focuses on exploring the factors that influence UEH student loyalty to
these convenience stores, such as location, accessibility, product quality, and customer
service.
The study could also provide valuable information to convenience store operators
and marketer seeking to better understand and cater to the needs of UEH students.
1.3. Research Objectives and Scope
1.3.1. Research Objectives
Firstly, this paper investigates factors impact on the loyalty of UEH students to use
convenience stores.
Secondly, to determine the impact of convenience store location, accessibility,
product variety, price, and customer service on UEH student loyalty.
Thirdly, to compare UEH students' loyalty to different convenience stores and
identify the strengths and weaknesses of each store's services.
It also provides valuable recommendations for convenience store operators and
marketers to improve the services offered to UEH students and increase their loyalty.
1.3.2. Research Scope
Content scope: This paper investigates factors impact on the loyalty of UEH
students to use convenience stores.
Location scope: The research was conducted in University of Economics Ho Chi
Minh City.
Time scope: The research was conducted from January 2023 to April 2023.
2.1. Theory
In this paper we use Relationship Marketing Theory. This can be a useful
framework for analyzing the loyalty of UEH (University of Economics Ho Chi Minh
City) university students to the use of services at convenience stores. This theory focuses
on building long-term relationships with customers by understanding their needs,
preferences, and behaviors. Relationship marketing theory is an important marketing
approach that recognizes the value of building long-term relationships with customers.
The theory emphasizes the need for businesses to understand their customers' needs,
preferences, and behaviors in order to create personalized experiences that meet those
needs. One of the key strengths of relationship marketing theory is its customer-centric
focus. By prioritizing the needs and preferences of individual customers, businesses can
create value for them and build strong, enduring relationships. This can lead to increased
customer loyalty, advocacy, and retention, which in turn can drive business success.
Another strength of relationship marketing theory is its emphasis on two-way
communication. By engaging in a dialogue with customers and soliciting their feedback,
businesses can gain insights into their needs and preferences and use this information to
tailor their offerings and communication accordingly. This can lead to a more effective
and efficient use of resources, as businesses can focus on providing value to customers
who are most likely to be receptive to their offerings.
2.2. Papers
2.2.9. Paper 9
*Paper Background:
This study investigates the effects of revenue management on perceived value, customer
satisfaction, and customer royalty. Using the panel data of 18 hotels from a Japanese
hotel chain company within 16 months, this study reveals the dual negative effects,
which, to the best of my knowledge, have never been shown by literature. Hotel
companies, when employing revenue management, should consider the tradeoff between
short-term profitability and long-term customer relationship.
*Model:
*Method:
- This study performed quantitative analysis method.
- Data was collected from a Japanese resort hotel chain. The collected data cover 16
months, from August 2017 to November 2018. The hotel company operated at most 20
facilities during the data collection period. 18 of 20 hotels were selected as samples. The
average capacity of 18 hotels were approximately 80 rooms.
- The sample size of the study is 237.
- MLSEM was used for hypotheses testing.
*Result:
- H1: (Supported) Objective price negatively influences perceived value (Coeff = -0.105,
p < .01).
- H2: (Supported) Congestion measured by occupancy rate negatively influences
perceived value (Coeff = -0.343, p < .01).
- H3: (Supported) There is a positive covariation between objective price and occupancy
rate (β = 0.051, p < .01).
- H4: (Supported) Congestion measured by occupancy rate negatively influences
customer satisfaction (β = –0.124, p < .05).
- H5: (Supported) Perceived value positively influences customer satisfaction (β = 0.701,
p < .01).
- H6: (Supported) Congestion measured by occupancy rate negatively influences
customer loyalty (β = –0.223, p < .01).
- H7: (Supported) Perceived value positively influences customer loyalty (β = 0.378, p
< .01).
- H8: (Supported) Customer satisfaction positively influences customer loyalty. (β =
0.381, p < .01).
2.2.10. Paper 10
*Paper Background:
This study investigates the effects of customers’ perception of bank marketing
communication on customer loyalty. This study has implications for the update of
marketing communication and formulation of customer loyalty policy in commercial
banks in Nigeria and other emerging economies with similar business and economic
history. The contributions of the study were discussed.
*Method:
- This study performed the quantitative analysis method.
- The data was gathered through a mall-intercept survey involving commercial bank
customers who have had a minimum of ten years of experience with their banks. The
participants were conveniently recruited from the five states in South East, Nigeria.
- 384 respondents agreed to participate but only 313 were valid for final analysis.
*Result:
- H1: (Supported) Customers’ perception of banks’ advertising policy has a significant
positive effect on customer loyalty (β = 0.2761, p < 0.01).
- H2: (Supported) Customers’ perception of banks’ sales promotional activities has a
significant positive effect on customers loyalty (β = 0.1152, p < 0.05)
- H3: (Supported) Customers’ perception of banks’ public relations practices has a
significant positive effect on customer loyalty (β = 0.1374, p < 0.05).
- H4: (Not supported) Customers’ perception of banks direct marketing practices has a
significant positive effect on customer loyalty (β = 0.0382, p > 0,05)
- H5: (Supported) Customers’ perceptions of banks’ personal selling tactics have a
significant positive effect on customer loyalty. (β = 0.2457, p < 0.01).
This research applies quantitative research methods. Research gap was
identified by reviewing previous published papers and then propose a new theoretical
research model to investigate in this paper. Besides, this study use convenience
method to collect sample, data is collected online. Then analyze data with PLS-SEM to test the
scale and model.