Vietnam's VINCOM department store is taken as the research subject of this study. The purpose is to identify the influence of its service quality, shopping environment and positive reactions of consumers on their satisfactions and loyalty with the department store. Several research methodologies have been used in this study in order to analyze and synthesize results of the applied strategies to collect information. First, four hundred samples of questionnaire were delivered to Vietnamese consumers and 265 valid answers were received back, then SPSS & AMOS software was used to analyze all of these answers. The result of the analysis shows that: 1, Service quality and shopping environment have positive affection to customers. 2, Customers’ positive reaction has influence on their satisfaction. 3, Customer satisfaction affects their loyalty.