Factors affecting customer satisfaction and loyalty: A case study in Ben Tre

Abstract

The paper defines and measures key factors affecting Homestay tourist loyalty in Ben Tre using qualitative and quantitative methods, in which the qualitative research is carried out through focus group discussions with 10 tourists and the other through direct interviews with 294 tourists in Ben Tre Province, Vietnam. The results show that: (i) tourist loyalty is affected by tourist satisfaction, Homestay service quality, cultural contact, tourist satisfaction, and local food; and (ii) tourist satisfaction is affected by Homestay service quality, cultural contact, and local food. However, the research has certain limitations, namely small sample size of 294 tourists and convenient sampling technique through direct interviews with respondents who are using Homestay service in Ben Tre.