The objective of this study is to determine the factors of customer experience that influence customer loyalty.Besides, the mediating role of customer satisfaction will also be considered.Data was collected from a survey of 696 passengers who live in Ho Chi Minh City and used flight service with low-cost airlines in Vietnam.The research results from the Partial Least CALENDULA SALVE Squares Structural Equation Modeling (PLS-SEM) showed that six factors of customer experience have positively impacted customer loyalty in descending order as follows: Flight attendant quality, Part Package Check-in/luggage service, Online Booking Service, Convenient Flight Schedule, Lounge, and Service Reliability.In addition, these relationships have been mediated totally by customer satisfaction.
The study also suggested some implications for building a better service experience at low-cost airlines in Ho Chi Minh City to increase customer loyalty.