389 Published by: The Mattingley Publishing Co., Inc. March - April 2020 ISSN: 0193-4120 Page No. 389 - 398 The impact of Service Quality and Brand Image on Customer Satisfaction and Behavioral Intention in Vietnam Fashion Market Dam Tri Cuong Faculty of Business Administration, Industrial University of Ho Chi Minh City, Vietnam. Email: damtricuong@iuh.edu.vn Nguyen Thanh Long Faculty of Business Administration, Industrial University of Ho Chi Minh City, Vietnam. Article Info Volume 83 Page Number: 389 - 398 Publication Issue: March - April 2020 Abstract:The current study’sprimarypurpose was to empirical research on the impact of service quality and brand image on customer satisfaction and behavioral intention in the Vietnam fashion market. We collected research data from 285 clients at fashion shops in Vietnam. We examined the data by using the partial least squares structural equation modeling (PLS-SEM) with SmartPLS software 3.2.7. The finding of the study revealed that service quality had a positive effect on customer satisfaction (β= 0.186; p=0.007). However, service quality ha d not to affect behavioral intention (β= 0.122; p=0.058). The finding showed that brand image had a quite-substantial positive effect on customer satisfaction (β= 0.450; p=0.000). The result also showed brand image had a positive impact on behavioral intention (β= 0.230; p=0.001). The result also disclosed customer satisfaction had a relatively substantial positive effect on behavioral intention (β= 0.438; p=0.000). Keywords: service quality, brand image, customer satisfaction, behavioral intention, fashion market, PLS-SEM Article History Article Received: 24 July 2019 Revised: 12 September 2019 Accepted: 15 February 2020 Publication: 12 March 2020 1. Introduction Vietnam fashion market, with its young demographics, growing incomes, and 95 million population, has considered an enormous potential market [1]. The study by Statista firm (the German online portal for statistics) anticipated that the income from fashion products of the Vietnamese market would give the US $815 million in 2020; in which the apparel would be the most significant segment of the fashion market with an estimated value of $540 in 2020. The Statista firm also disclosed that the revenue of the compound annual growth rate (CAGR) 2020-2024 would be 6.9%, this leads to the revenue in the fashion market would be the US $1,065 million by 2024 [2]. So, many major international brands such as Uniqlo, Zara, H&M, etc. have been setting up shop in Vietnam and increasing quickly to penetrate the rapidly growing fashion market. Foreign brands have drawn to its 15-20 percent annual growth, according to the chairman of the Vietnam Retailers Association, Dinh Thi My Loan [1]. The rise of foreign brands, leading to increased competition in the Vietnamese fashion market. With such high competitive pressure, fashion brands compete not only products but also service quality throughout the sales process. These help consumers feel more satisfied with the brand, not only about the product but also the service quality growing [3]. Prior empirical studies showed that service quality affected customer satisfaction and behavioral intention [4–7]. Previous empirical studies also revealed that brand image affected customer satisfaction and behavioral intention [8– 12]. However, researching the effect of service quality and brand image on customer satisfaction and behavioral intention have a few in the fashion