ANTECEDENTS OF BRAND LOYALTY | IN VIETNAM BANKING SECTOR: | THE CASE OF VIETNAM CREDIT CARD USERS |

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Nội dung chi tiết: ANTECEDENTS OF BRAND LOYALTY | IN VIETNAM BANKING SECTOR: | THE CASE OF VIETNAM CREDIT CARD USERS |

ANTECEDENTS OF BRAND LOYALTY | IN VIETNAM BANKING SECTOR: | THE CASE OF VIETNAM CREDIT CARD USERS |

TRƯỜNG ĐẠI HỌC MỞ TP. HC.M UNIVERSITÉ LIBRE DE BRUXELLESHO CHI MINH CITY OPEN UNIVERSITY SOLVAY BRUSSELS SCHOOLMBAVB2NGUYEN TIEN CHUNGANTECEDENTS GF B

ANTECEDENTS OF BRAND LOYALTY | IN VIETNAM BANKING SECTOR: | THE CASE OF VIETNAM CREDIT CARD USERS |BRAND LOYALTYIN VIETN AM BANKING SECTOR:THE CASE OF VIETNAM CREDIT CARD USERSMASTER PROJECTMASTER IN BUSINESS ADMINISTRATION(PART-TIME)Tutor’s Name: P

hD. Le Nguyen HauHo Chi Minh City-2012DECLARATION1. Nguyen lien Chung, hereby declare that (his master thesis is my own original work and efforts. Oth ANTECEDENTS OF BRAND LOYALTY | IN VIETNAM BANKING SECTOR: | THE CASE OF VIETNAM CREDIT CARD USERS |

er sources of information used have been acknowledged. The conclusion and managerial implication with recommendation are personal standpoints.Signatur

ANTECEDENTS OF BRAND LOYALTY | IN VIETNAM BANKING SECTOR: | THE CASE OF VIETNAM CREDIT CARD USERS |

e:NGUYEN TIEN CHUNGDate: November 15th, 2012ACKNOWLEDGEMENTSThis master thesis was written in part fulfillment of the Master of Business Administratio

TRƯỜNG ĐẠI HỌC MỞ TP. HC.M UNIVERSITÉ LIBRE DE BRUXELLESHO CHI MINH CITY OPEN UNIVERSITY SOLVAY BRUSSELS SCHOOLMBAVB2NGUYEN TIEN CHUNGANTECEDENTS GF B

ANTECEDENTS OF BRAND LOYALTY | IN VIETNAM BANKING SECTOR: | THE CASE OF VIETNAM CREDIT CARD USERS | thanks to the tutor - PhD. Le Nguyen Hau for his profound guidance, helpful advice throughout my thesis, especially his devotion and patience to each

of students he has worked with, including an-always-hurrying person like me.I would extend my gratitude to my family and relatives, specifically my w ANTECEDENTS OF BRAND LOYALTY | IN VIETNAM BANKING SECTOR: | THE CASE OF VIETNAM CREDIT CARD USERS |

ife and two little naughty sons, who will always try to keep me tranquillized to fulfill my lofty mission. My unforgettable thanks also go to Nguyen N

ANTECEDENTS OF BRAND LOYALTY | IN VIETNAM BANKING SECTOR: | THE CASE OF VIETNAM CREDIT CARD USERS |

goc Son and Mindmap team, classmates of MBAVB2 for continuous encouragement during the process of my study.Finally, but not least. I would like to tha

TRƯỜNG ĐẠI HỌC MỞ TP. HC.M UNIVERSITÉ LIBRE DE BRUXELLESHO CHI MINH CITY OPEN UNIVERSITY SOLVAY BRUSSELS SCHOOLMBAVB2NGUYEN TIEN CHUNGANTECEDENTS GF B

ANTECEDENTS OF BRAND LOYALTY | IN VIETNAM BANKING SECTOR: | THE CASE OF VIETNAM CREDIT CARD USERS | took leave for the writing.As a supplementation. I would want to show my sincere thanks in advance to the Board of Professors, who will give me a cha

nce to defend my thesis after a long time pending.SUPERMSOR S COMMENTS ON THE FINAL PROJECTStudent name: NGUYEN TIEN CHUNG Program: MBAVB2I itle:AN 1 ANTECEDENTS OF BRAND LOYALTY | IN VIETNAM BANKING SECTOR: | THE CASE OF VIETNAM CREDIT CARD USERS |

ECF.DEN I s ()1 BRAND LOYALI Y IN VIETNAM BANKING SEC I OR:C ASE OF VIETNAM CREDIT CARD USERComments:Credit card in Vietnam has been developing rapidl

ANTECEDENTS OF BRAND LOYALTY | IN VIETNAM BANKING SECTOR: | THE CASE OF VIETNAM CREDIT CARD USERS |

y in terms of rhe number of card and transaction value since the fust ever credit car d of Vietnam was issued by Victcombank ill 1996. However, the ma

TRƯỜNG ĐẠI HỌC MỞ TP. HC.M UNIVERSITÉ LIBRE DE BRUXELLESHO CHI MINH CITY OPEN UNIVERSITY SOLVAY BRUSSELS SCHOOLMBAVB2NGUYEN TIEN CHUNGANTECEDENTS GF B

ANTECEDENTS OF BRAND LOYALTY | IN VIETNAM BANKING SECTOR: | THE CASE OF VIETNAM CREDIT CARD USERS |namese customers are still not used to using cards for their shopping, and prefer to use cash instead. Many shopping centers are yet to install POS ma

chines to accept credit card payments. One of the emerging questions is how to retain existing customers and to attract new ones.Tills study auns to q ANTECEDENTS OF BRAND LOYALTY | IN VIETNAM BANKING SECTOR: | THE CASE OF VIETNAM CREDIT CARD USERS |

uantitatively investigate the antecedents of brand loyalty for credit card users in Vietnam banking sector. In addressing this research objective, the

ANTECEDENTS OF BRAND LOYALTY | IN VIETNAM BANKING SECTOR: | THE CASE OF VIETNAM CREDIT CARD USERS |

author has spent time to review the relevant literature, based on which a model was proposed. The model introduces six antecedents of customer loyalt

TRƯỜNG ĐẠI HỌC MỞ TP. HC.M UNIVERSITÉ LIBRE DE BRUXELLESHO CHI MINH CITY OPEN UNIVERSITY SOLVAY BRUSSELS SCHOOLMBAVB2NGUYEN TIEN CHUNGANTECEDENTS GF B

ANTECEDENTS OF BRAND LOYALTY | IN VIETNAM BANKING SECTOR: | THE CASE OF VIETNAM CREDIT CARD USERS | Switching barrier are antecedents of loyalty. Customer Satisfaction is then driven by Perceived Functional Value. Perceived Emotional Value. Perceive

d Social value was proposed as a driver for customer satisfaction but it is nor supported in (his study.The student has demonstrated his ability to co ANTECEDENTS OF BRAND LOYALTY | IN VIETNAM BANKING SECTOR: | THE CASE OF VIETNAM CREDIT CARD USERS |

nduct an applied research which meets the scientific requirements of a master thesis. This work achieves the quality- standard of the program. I stron

ANTECEDENTS OF BRAND LOYALTY | IN VIETNAM BANKING SECTOR: | THE CASE OF VIETNAM CREDIT CARD USERS |

gly recommend it to be presented to the examination board.Supervisor: Assoc. Prof. Lc Nguyen HauDare: November 15th. 2012

TRƯỜNG ĐẠI HỌC MỞ TP. HC.M UNIVERSITÉ LIBRE DE BRUXELLESHO CHI MINH CITY OPEN UNIVERSITY SOLVAY BRUSSELS SCHOOLMBAVB2NGUYEN TIEN CHUNGANTECEDENTS GF B