ABSTRACT
Everyone, regardless of age, gender, or class, considers shoes to be a necessity. Shoes are part of the category of fashion products that also tends to consume a lot of resources. Because of this, shoe retailers that serve clients confront both opportunities and difficulties in attracting and retaining customers. Additionally, obtaining and keeping clients depends on essential factors including brand image, client satisfaction, and loyalty. To evaluate the relationship between brand image and customer loyalty at Vietnamese shoe stores, this study employs the partial least squares structural equation modeling (PLS-SEM) algorithm, with customer satisfaction acting as an intermediary variable. In path models with latent variables, the PLS-SEM algorithm, a structural equation modeling method, permits the estimation of complex cause-and-effect connections. PLS-SEM is crucial for research and practice, as shown by the numerous review studies that show its expanding application across a range of disciplines, including risk management, marketing, finance, etc. Data from a questionnaire survey of 253 participants at shoe shops in Ho Chi Minh City, Vietnam, were analyzed using the PLS-SEM algorithm. The findings showed that brand image has a favorable correlation with client satisfaction and loyalty. The results also supported the notion that customer loyalty and brand image were mediated by customer satisfaction.
