Social Science and Human Research Bulletin

This study aims to examine the mediating role of satisfaction in the relationship between service quality and consumer loyalty. The research subjects were Generation Z consumers living and working in Ho Chi Minh City. Structural equation modeling (SEM) analysis was employed to test the research model and hypotheses using SmartPLS software. The findings indicate that service quality positively influences both satisfaction and loyalty. In addition, satisfaction plays a mediating role in the relationship between service quality and loyalty. Based on the research results, the study proposes several managerial implications to enhance consumer loyalty in the food distribution sector.

Satisfaction, service quality, loyalty, food, Vietnam.

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