Luận văn thạc sĩ UEH key antecedents of customer loyalty, a study of small chartered commercial banks
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Luận văn thạc sĩ UEH key antecedents of customer loyalty, a study of small chartered commercial banks
UNIVERSITY OF ECONOMICS HO CHI MINH CITYInternational School of BusinessVu Thanh HoanKEY ANTECEDENTS OF CUSTOMER LOYALTY: A STUDY OF SMALL CHARTERED C Luận văn thạc sĩ UEH key antecedents of customer loyalty, a study of small chartered commercial banksCOMMERCIAL BANKSMASTER OF BUSINESS (Honours)Ho Chi Minli City - Year 2014https: //k hot h u vien .comUNIVERSITY OF ECONOMICS HO CHI MINH CITYInternational School of BusinessYu Thanh HoanKEY ANTECEDENTS OF CUSTOMER LOYALTY: A STUDY OF SMALL CHARTERED COMMERCIAL BANKSID:22110021MASTER OF BUSINESS (Hon Luận văn thạc sĩ UEH key antecedents of customer loyalty, a study of small chartered commercial banksours)SUPERVISOR: DR. CAO HAO THIHo Chi Minh City - Year 2014ACKNOWLEDGEMENTSI would like to express my sincere gratitude to my supervisor. Dr. Cao HaoLuận văn thạc sĩ UEH key antecedents of customer loyalty, a study of small chartered commercial banks
T1Ũ for the valuable advice, critical comments and encouragement he gave me.I would like to express my gratitude to my ISB class friends for SPSS dirUNIVERSITY OF ECONOMICS HO CHI MINH CITYInternational School of BusinessVu Thanh HoanKEY ANTECEDENTS OF CUSTOMER LOYALTY: A STUDY OF SMALL CHARTERED C Luận văn thạc sĩ UEH key antecedents of customer loyalty, a study of small chartered commercial banksents without whom, this research would have been impossible.Ho Chi Minh City. March 01, 2014Vu Thanh HoanABSTRACTIl is costly to attract new customers so that the managers always Uy to find ways to retain their current customers and concentrate on different factors which enhances the customer loyalt Luận văn thạc sĩ UEH key antecedents of customer loyalty, a study of small chartered commercial banksy among the customers of the organizations. This research attempts to find the factors of customer loyalty and their relationships with banking industLuận văn thạc sĩ UEH key antecedents of customer loyalty, a study of small chartered commercial banks
ry in one of the developing countries i.e. Vietnam, where the large part of banking industry are small chartered commercial banks.In order to do this,UNIVERSITY OF ECONOMICS HO CHI MINH CITYInternational School of BusinessVu Thanh HoanKEY ANTECEDENTS OF CUSTOMER LOYALTY: A STUDY OF SMALL CHARTERED C Luận văn thạc sĩ UEH key antecedents of customer loyalty, a study of small chartered commercial banksthe analysis is done and the results and the relations among the factors are explained.Customer's Perceived Quality. Customer Satisfaction. Customer Trust. Switching Cost and Customer Commitment are the factors which influence the Loyalty of the customers. These factors also influence each other as Luận văn thạc sĩ UEH key antecedents of customer loyalty, a study of small chartered commercial bankswell. The relationships of different factors with each other are also studied and the SPSS software is used to analyze the data gathered from the respLuận văn thạc sĩ UEH key antecedents of customer loyalty, a study of small chartered commercial banks
ondents.TABLE OF CONTENTSChapter 1Introduction..............................................11.1Background............................................UNIVERSITY OF ECONOMICS HO CHI MINH CITYInternational School of BusinessVu Thanh HoanKEY ANTECEDENTS OF CUSTOMER LOYALTY: A STUDY OF SMALL CHARTERED C Luận văn thạc sĩ UEH key antecedents of customer loyalty, a study of small chartered commercial banks1.4Research Scope...................................................41.5Thesis structure.................................................4Chapter 2Literature Review.........................................62.1Customer loyalty.................................................62.2Customer's perceived q Luận văn thạc sĩ UEH key antecedents of customer loyalty, a study of small chartered commercial banksuality.....................................82.3Customer satisfaction ...........................................112.4Switching Cost...................Luận văn thạc sĩ UEH key antecedents of customer loyalty, a study of small chartered commercial banks
..............................132.5Customer Trust ................................................162.6Commitment.....................................UNIVERSITY OF ECONOMICS HO CHI MINH CITYInternational School of BusinessVu Thanh HoanKEY ANTECEDENTS OF CUSTOMER LOYALTY: A STUDY OF SMALL CHARTERED CUNIVERSITY OF ECONOMICS HO CHI MINH CITYInternational School of BusinessVu Thanh HoanKEY ANTECEDENTS OF CUSTOMER LOYALTY: A STUDY OF SMALL CHARTERED CGọi ngay
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