|摘要: ||Recent years have shown a growing interest in customer loyalty. The globalization of competition, saturation of markets, and development of information technology have enhanced customer awareness and created a situation where long-term success is no longer achieved through optimized product price and qualities. Instead, companies build their success on a long-term customer relationship. According to former studies, it can cost as much as 6 times more to win a new customer than it does to keep an existing one. Internet café is one of the most popular business models in the developing countries. Internet cafés can potentially help break down some of the major barriers to the development that are presently faced by low-income population. In Vietnam, this business type has developed strongly in the recent years. But, most of the internet cafes managers don’t know how to manage their business in a standard and effective way to increase their customer loyalty. They simply just run their business without considering the factors in the market, which can impact strongly on their business results.
Therefore, the purpose of this study insists that the list of most important factors affecting loyalty. Specifically, it is the influence of factors name: rental location, hardware & equipment, content provider, internet provider, food and drink, operation cost, software and management solution.
After discussing as well as interviewing experts on this field, this model was built. Then in order to examine the proposed model, a survey will be conducted by delivering and sending email questionnaires to Vietnamese i-Cafes owners. Data will be analyzed by using SPSS software. The results reveal that three analyzed factors affecting customer loyalty on i-Café center (marketing, technology, staff) are playing different role on the different levels of customer loyalty.