RESEARCH OF FACTORS AFFECTING CONSUMER LOYALTY TOWARDS LEADING TRADITIONAL EASTERN MEDICINE BRANDS IN HANOI - CASE STUDY: TRAPHACO AND NHAT NHAT

Abstract

This research explores the determinants of consumer loyalty towards leading traditional Eastern medicine brands in Hanoi, with a focus on Traphaco and Nhat Nhat brands. A quantitative approach was employed, surveying 300 consumers who had used these brands. Data analysis, including Cronbach's Alpha, EFA, and multiple regression, revealed that all eight proposed factors – consumer product involvement, functional value, emotional value, social value, price appropriateness, brand trust, customer satisfaction, and brand commitment – positively affect brand loyalty. Notably, brand commitment, customer satisfaction, brand trust, and functional value showed the strongest impacts. Practical recommendations for traditional Eastern medicine companies include enhancing product quality, improving customer service, and fostering emotional connections with consumers to boost their brand loyalty.