##plugins.themes.huaf_theme.article.main##
Abstract
The Vietnamese mobile telecommunications market has reached saturation, posing a challenge for businesses in finding solutions to retain loyal customers. Based on the results of the SEM linear structural model analysis with 150 elements selected by the convenience sampling method, the study indicates that corporate reputation has a direct impact on customer loyalty (standardized coefficient 0.352). In addition, corporate reputation also influences indirectly on customer loyalty through the mediating factors of perceived quality (coefficient 0.08), trust (coefficient 0.02) and satisfaction (coefficient 0.2). Hence, the study proposed several of solutions on corporate reputation, trust, satisfaction, perceived quality to increase customer loyalty.