베트남 편의점의 선택속성이 소비자 만족 및 소비자 충성도에 미치는 영향

As consumers increasingly prioritize convenience and ease, the sales of convenience stores have been consistently growing. Unlike in the past, the decision-making process for choosing convenience stores is now influenced by a variety of selection attributes, making the chosen store a significant factor in the purchasing decision.This study empirically analyzed the relationship between convenience store selection attributes and consumer satisfaction and loyalty in Vietnam. Using 315 valid samples from Vietnamese consumers, the data were analyzed with SPSS 26.0 and AMOS 26.0 software. The results showed that store selection attributes such as accessibility, product quality, staff service, other service aspects, and the store environment significantly impact consumer satisfaction. Furthermore, consumer satisfaction greatly influences consumer loyalty. Academically, it was confirmed that product quality mediates consumer satisfaction, ultimately affecting consumer loyalty. Similarly, service quality was found to mediate consumer satisfaction, leading to an ultimate effect on consumer loyalty. Practically, it is suggested that the strategic use of multidimensional store selection attributes can enhance consumer satisfaction and loyalty.