The study investigated the relationship between service quality, brand image, satisfaction, and consumers’ continuous purchase intention. We collected research data from 258 consumers who bought goods at supermarkets in Tra Vinh City. Quantitative research methods, including Cronbach’s Alpha for scale reliability assessment, exploratory factor analysis (EFA), confirmatory factor analysis (CFA), and structural equation modeling (SEM), were employed to analyze the multidimensional relationships among the factors. The results showed that both service quality and brand image positively affect satisfaction and consumers’ continuous purchase intention. Furthermore, the outcomes also disclosed that brand image had a positive relationship with consumers’ continuous purchase intention.