Effects of supply chain collaboration on customer loyalty for household electronic appliances in Vietnam

Abstract

Purpose: In an era of global competition, firms need to collaborate for long-term benefits. Researchers have investigated the linkages between supply chain collaboration (SCC), customer satisfaction and loyalty. However, little attention has been paid to these linkages in the home electronics sector. This study attempts to investigate the impacts of SCC on firms' competitive advantage, customer satisfaction and customer loyalty in the home electronics sector of Vietnam. Design/methodology/approach: Besides aggregation of literature review, the authors conducted an experimental study with a sample of 300 customers who bought household electronic appliances in the first six months of 2021 in Hanoi city, Vietnam. In this study, structural equation modelling (SEM) was used to analyse the hypotheses. Findings: The findings indicate that SCC has a positive impact on competitive advantage, increasing customer satisfaction and loyalty in the home electronics sector. Evidence also revealed that competitive advantage can be enhanced through information sharing, decision synchronisation and incentive alignment. Originality/value: This study can be applied to foster a more effective collaboration approach amongst supply chain members in the household electronic appliances sector, which, in turn, will increase competitiveness, customer satisfaction and loyalty.