Abstract

Purpose: This study examines key supply chain factors shaping customer satisfaction and their effect on customer loyalty in Vietnam. It explores flexibility, agility, responsiveness, delivery, service quality, cost, personal factors, and product quality to understand how these elements influence satisfaction and subsequently loyalty. Research Design and Methodology: Data were collected from 446 Vietnamese consumers and analyzed using structural equation modeling (SEM) to uncover relationships between supply chain variables, customer satisfaction, and loyalty. Results: The analysis reveals that flexibility, agility, responsiveness, delivery, service quality, and cost positively influence customer satisfaction, thereby promoting loyalty. Personal factors yield mixed effects, while product quality shows no significant impact. These insights emphasize adopting agile, responsive strategies to meet customer expectations in volatile markets like Vietnam. Conclusions: This research enriches the understanding of consumer satisfaction and loyalty drivers in fast-paced environments. Findings highlight the importance of competitive pricing, service quality enhancements, and optimized logistics for timely delivery. By focusing on these areas, companies can improve their market position and strengthen customer loyalty in dynamic business settings. Managers are advised to continuously refine these strategies, incorporating emerging technologies and data-driven insights, to maintain alignment with evolving consumer demands. Such efforts foster long-term loyalty and enhanced market resilience.