The mediating roles of image and perceived value on passenger loyalty – differences between bus users in Da Nang and Ho Chi Minh city, Vietnam

Abstract: 187 | PDF: 178

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Author

  • Tran Thi Phuong Anh
    The University of Danang - University of Science and Technology
    Nguyen Phuoc Quy Duy
    The University of Danang - University of Science and Technology
    Phan Cao Tho
    The University of Danang - University of Technology and Education
    Fumihiko NAKAMURA
    The University of Tokyo, Japan

Keywords:

Public transport
Passenger loyalty (LOY)
Structural equation model
Perceived value
Perceived image

Abstract

This paper focuses on the mediating roles of two factors, perceived image (IMA) and perceived value (PVA), in creating passenger loyalty towards urban bus systems as well as the differences between two cities in Vietnam (Da Nang and Ho Chi Minh cities). The data were collected from 861 bus users in these two cities. A PLS-SEM was employed. The findings confirmed the mediating roles of IMA and PVA on passenger loyalty in both cities. In which, the effect of IMA on LOY among passengers in Ho Chi Minh is higher than that among passengers in Da Nang. This difference between the two cities was found significant by multi-group analysis (MGA). The research results help to orientate appropriate strategies based on users’ desire in each city, thereby increasing the number of bus users, reducing traffic congestion and environmental pollution in urban areas.

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Published

Nov 30, 2022
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How to Cite
Trần Thị Phương Anh, Nguyễn Phước Quý Duy, Phan Cao Thọ, and Fumihiko NAKAMURA. “The Mediating Roles of Image and Perceived Value on Passenger Loyalty – Differences Between Bus Users in Da Nang and Ho Chi Minh City, Vietnam”. The University of Danang - Journal of Science and Technology, vol. 20, no. 11.2, Nov. 2022, pp. 96-101, https://jst-ud.vn/jst-ud/article/view/8014.

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