The effect of perceived benefits of loyalty programs on Gen Z’s customer retention in Ho Chi Minh City convenience stores: The moderating role of ai experience
In the current context, study has found that there is a notable increase in customer engagement with convenience stores through loyalty programs in Ho Chi Minh city. However, the factors driving customer satisfaction and customer retention through these programs still remain partially understood. Th...
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| Định dạng: | Research Paper |
| Ngôn ngữ: | English |
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University of Economics Ho Chi Minh City
2025
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| Truy cập trực tuyến: | https://digital.lib.ueh.edu.vn/handle/UEH/75067 |
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oai:localhost:UEH-750672025-07-18T20:01:40Z The effect of perceived benefits of loyalty programs on Gen Z’s customer retention in Ho Chi Minh City convenience stores: The moderating role of ai experience Nguyễn Thị Thanh Nga Hoàng Cửu Long Nguyễn Thị Thanh Nga Hồ Tử Du Lê Nguyễn Bảo Ngọc Nguyễn Bảo Phúc Huỳnh Trần Xuân Tiên Loyalty programs Perceived Benefits Symbolic benefit Utilitarian benefit Hedonic benefit Generation Z Customer retention Convenience store Ho Chi Minh City AI experience In the current context, study has found that there is a notable increase in customer engagement with convenience stores through loyalty programs in Ho Chi Minh city. However, the factors driving customer satisfaction and customer retention through these programs still remain partially understood. This study delineates three perceived benefits of loyalty programs (symbolic benefits, utilitarian benefits, and hedonic benefits) and their impact on customer satisfaction and customer retention. Additionally, the role of AI experiences in moderating relationships between perceived benefits and customer satisfaction is also examined. Data were collected from Gen Z customers of convenience stores in Ho Chi Minh City, with a sample size of 400 suitable questionnaires selected for variable analysis. The conceptual framework posits that perceived benefits of loyalty programs positively influence customer satisfaction, which subsequently drives customer retention. The results showed that Hedonic Benefits had the most substantial impact on customer satisfaction, followed by Utilitarian Benefits, while Symbolic Benefits exhibited a weak relationship. The analysis also revealed that AI experience had no moderating effect on the perceived benefits of loyalty programs, as evidenced by non-significant coefficients across all categories. Using Smartpls 4.1.0.9, the findings underscore that enhancing the hedonic and utilitarian aspects of loyalty programs can significantly improve customer satisfaction and retention. Furthermore, focusing on customer satisfaction serves as a crucial pathway to fostering loyalty, as evidenced by its robust correlation with retention outcomes. In the current context, study has found that there is a notable increase in customer engagement with convenience stores through loyalty programs in Ho Chi Minh city. However, the factors driving customer satisfaction and customer retention through these programs still remain partially understood. This study delineates three perceived benefits of loyalty programs (symbolic benefits, utilitarian benefits, and hedonic benefits) and their impact on customer satisfaction and customer retention. Additionally, the role of AI experiences in moderating relationships between perceived benefits and customer satisfaction is also examined. Data were collected from Gen Z customers of convenience stores in Ho Chi Minh City, with a sample size of 400 suitable questionnaires selected for variable analysis. The conceptual framework posits that perceived benefits of loyalty programs positively influence customer satisfaction, which subsequently drives customer retention. The results showed that Hedonic Benefits had the most substantial impact on customer satisfaction, followed by Utilitarian Benefits, while Symbolic Benefits exhibited a weak relationship. The analysis also revealed that AI experience had no moderating effect on the perceived benefits of loyalty programs, as evidenced by non-significant coefficients across all categories. Using Smartpls 4.1.0.9, the findings underscore that enhancing the hedonic and utilitarian aspects of loyalty programs can significantly improve customer satisfaction and retention. Furthermore, focusing on customer satisfaction serves as a crucial pathway to fostering loyalty, as evidenced by its robust correlation with retention outcomes. 2025-06-24T01:55:19Z 2025-06-24T01:55:19Z 2025 Research Paper https://digital.lib.ueh.edu.vn/handle/UEH/75067 en Giải thưởng Nhà nghiên cứu trẻ UEH 2025 reserved 67 p. University of Economics Ho Chi Minh City |
| institution |
Đại học Kinh tế Thành phố Hồ Chí Minh |
| collection |
DSpaceUEH |
| language |
English |
| topic |
Loyalty programs Perceived Benefits Symbolic benefit Utilitarian benefit Hedonic benefit Generation Z Customer retention Convenience store Ho Chi Minh City AI experience |
| spellingShingle |
Loyalty programs Perceived Benefits Symbolic benefit Utilitarian benefit Hedonic benefit Generation Z Customer retention Convenience store Ho Chi Minh City AI experience Nguyễn Thị Thanh Nga The effect of perceived benefits of loyalty programs on Gen Z’s customer retention in Ho Chi Minh City convenience stores: The moderating role of ai experience |
| description |
In the current context, study has found that there is a notable increase in customer engagement with convenience stores through loyalty programs in Ho Chi Minh city. However, the factors driving customer satisfaction and customer retention through these programs still remain partially understood. This study delineates three perceived benefits of loyalty programs (symbolic benefits, utilitarian benefits, and hedonic benefits) and their impact on customer satisfaction and customer retention. Additionally, the role of AI experiences in moderating relationships between perceived benefits and customer satisfaction is also examined. Data were collected from Gen Z customers of convenience stores in Ho Chi Minh City, with a sample size of 400 suitable questionnaires selected for variable analysis. The conceptual framework posits that perceived benefits of loyalty programs positively influence customer satisfaction, which subsequently drives customer retention. The results showed that Hedonic Benefits had the most substantial impact on customer satisfaction, followed by Utilitarian Benefits, while Symbolic Benefits exhibited a weak relationship. The analysis also revealed that AI experience had no moderating effect on the perceived benefits of loyalty programs, as evidenced by non-significant coefficients across all categories. Using Smartpls 4.1.0.9, the findings underscore that enhancing the hedonic and utilitarian aspects of loyalty programs can significantly improve customer satisfaction and retention. Furthermore, focusing on customer satisfaction serves as a crucial pathway to fostering loyalty, as evidenced by its robust correlation with retention outcomes. In the current context, study has found that there is a notable increase in customer engagement with convenience stores through loyalty programs in Ho Chi Minh city. However, the factors driving customer satisfaction and customer retention through these programs still remain partially understood. This study delineates three perceived benefits of loyalty programs (symbolic benefits, utilitarian benefits, and hedonic benefits) and their impact on customer satisfaction and customer retention. Additionally, the role of AI experiences in moderating relationships between perceived benefits and customer satisfaction is also examined. Data were collected from Gen Z customers of convenience stores in Ho Chi Minh City, with a sample size of 400 suitable questionnaires selected for variable analysis. The conceptual framework posits that perceived benefits of loyalty programs positively influence customer satisfaction, which subsequently drives customer retention. The results showed that Hedonic Benefits had the most substantial impact on customer satisfaction, followed by Utilitarian Benefits, while Symbolic Benefits exhibited a weak relationship. The analysis also revealed that AI experience had no moderating effect on the perceived benefits of loyalty programs, as evidenced by non-significant coefficients across all categories. Using Smartpls 4.1.0.9, the findings underscore that enhancing the hedonic and utilitarian aspects of loyalty programs can significantly improve customer satisfaction and retention. Furthermore, focusing on customer satisfaction serves as a crucial pathway to fostering loyalty, as evidenced by its robust correlation with retention outcomes. |
| author2 |
Hoàng Cửu Long |
| author_facet |
Hoàng Cửu Long Nguyễn Thị Thanh Nga |
| format |
Research Paper |
| author |
Nguyễn Thị Thanh Nga |
| author_sort |
Nguyễn Thị Thanh Nga |
| title |
The effect of perceived benefits of loyalty programs on Gen Z’s customer retention in Ho Chi Minh City convenience stores: The moderating role of ai experience |
| title_short |
The effect of perceived benefits of loyalty programs on Gen Z’s customer retention in Ho Chi Minh City convenience stores: The moderating role of ai experience |
| title_full |
The effect of perceived benefits of loyalty programs on Gen Z’s customer retention in Ho Chi Minh City convenience stores: The moderating role of ai experience |
| title_fullStr |
The effect of perceived benefits of loyalty programs on Gen Z’s customer retention in Ho Chi Minh City convenience stores: The moderating role of ai experience |
| title_full_unstemmed |
The effect of perceived benefits of loyalty programs on Gen Z’s customer retention in Ho Chi Minh City convenience stores: The moderating role of ai experience |
| title_sort |
effect of perceived benefits of loyalty programs on gen z’s customer retention in ho chi minh city convenience stores: the moderating role of ai experience |
| publisher |
University of Economics Ho Chi Minh City |
| publishDate |
2025 |
| url |
https://digital.lib.ueh.edu.vn/handle/UEH/75067 |
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