- 學位論文
Study of factors Influencing the Customer Loyalty to Online Games at Vatgia Company
Study of factors Influencing the Customer Loyalty to Online Games at Vatgia Company
並列摘要
Purpose – This paper aims to explore the factors affecting consumers' loyalty toward online games of Vietnam Price Joint Stock Company. Methodology approach – The research conducts two approaches to collect data: qualitative research (personal interview) and quantitative research (questionnaire). This study adopted structural theory model to analyze the data. Findings – The results focusing on key factors influencing the success of online games and customer loyalty. Then to retain and improve customer loyalty to online games of Vietnam Price Joint Stock Company Practical implications – First, the research found out factors and component creating customer satisfaction, playing intention and customer loyalty. Secondly, base on the relationship between the factors that affect customer loyalty for each group of customer classified by sex, living place, tools for playing, time for playing games, administrators can make the appropriate business plan for each different market segments. Third, considering behavior and attitude of customers toward online games to set the foundation for further online games investment projects. In the view of online gaming market, especially in Vietnam, this paper is one of the few studies that examine customer loyalty to online games.