Luận văn thạc sĩ investigate the antecedents of bank loyalty
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Luận văn thạc sĩ investigate the antecedents of bank loyalty
TRẦN GIAO PHƯỢNG HÀINVESTIGATE THE ANTECEDENTS OF BANK LOYALTYMASTER'S THESISTnBusiness AdministrationOlogy code: 60.34.05SupervisorDr. Tran Ha Minh Q Luận văn thạc sĩ investigate the antecedents of bank loyalty QuanAcknowledgementIllis research project would not have been possible without the support of many people. Firstly I wish to express my deep sincere gratitude to my supervisor, Dr. Iran Ha Minh Quan for his invaluable advices and helps. Without him, this thesis could not have been completed.Special Luận văn thạc sĩ investigate the antecedents of bank loyalty thank's to all instructors without whose knowledge and assistance this study would not have been successful, i also wish to thank M.A. Nguyen Thanh TrLuận văn thạc sĩ investigate the antecedents of bank loyalty
ung tor his great support.My thanks would also go to all of my classmates, my colleagues. Ĩ also wish to thank my friends in Viclcombank. VPBank. EastTRẦN GIAO PHƯỢNG HÀINVESTIGATE THE ANTECEDENTS OF BANK LOYALTYMASTER'S THESISTnBusiness AdministrationOlogy code: 60.34.05SupervisorDr. Tran Ha Minh Q Luận văn thạc sĩ investigate the antecedents of bank loyalty .Last but not least, the deepest and most sincere gratitude go to my beloved parents for not only the love they devote to me but also for the time Ĩ took from them which should have been my devotion to them in their aged lime. 1. therefore, dedicate this work as a gift to them all.AbstractThis study Luận văn thạc sĩ investigate the antecedents of bank loyalty aims to investigate antecedents of customer loyalty to the bank, related to perceived quality, bank image and customer satisfaction. Based on theoretLuận văn thạc sĩ investigate the antecedents of bank loyalty
ical background, scales are developed in accordance with the context of banking sector in Vietnam. A discussion group of 10 people is to develop and aTRẦN GIAO PHƯỢNG HÀINVESTIGATE THE ANTECEDENTS OF BANK LOYALTYMASTER'S THESISTnBusiness AdministrationOlogy code: 60.34.05SupervisorDr. Tran Ha Minh Q Luận văn thạc sĩ investigate the antecedents of bank loyalty sults show that the scales meet the reliability and validity value, support all hypotheses. In details, bank image has the most influence on customer loyalty to the bank, followed by perceived quality and customer satisfaction. We know that image is more deeply engraved, make customers have good imp Luận văn thạc sĩ investigate the antecedents of bank loyalty ression on that bank, and customers often decide based on their perception. Good image is an asset to banking because image affects customer perceptioLuận văn thạc sĩ investigate the antecedents of bank loyalty
n of banks. When customers have a positive image in their minds of the bank, small errors made by banks arc pardonable by customers. Especially, in thTRẦN GIAO PHƯỢNG HÀINVESTIGATE THE ANTECEDENTS OF BANK LOYALTYMASTER'S THESISTnBusiness AdministrationOlogy code: 60.34.05SupervisorDr. Tran Ha Minh Q Luận văn thạc sĩ investigate the antecedents of bank loyalty s confidence tor the customers. This competitive advantage is considered as an effective tool in building long term relationship with customers.Research on bank loyally enriches the theory of service loyally. Banking services as well as consumer goods are facing fierce competition. This study helps Luận văn thạc sĩ investigate the antecedents of bank loyalty bank managers capture the drivers of bank loyally, That creates additional incentives for managers to develop and implement more effective marketing pLuận văn thạc sĩ investigate the antecedents of bank loyalty
rograms, enhancing customer loyally to the bank.Keyword: banking, bank loyalty, perceived quality, image, customer satisfaction2ContentsAcknowledgemenTRẦN GIAO PHƯỢNG HÀINVESTIGATE THE ANTECEDENTS OF BANK LOYALTYMASTER'S THESISTnBusiness AdministrationOlogy code: 60.34.05SupervisorDr. Tran Ha Minh Q Luận văn thạc sĩ investigate the antecedents of bank loyalty .......................................3List of Tables.....................................................6List of Figures....................................................7Chapter 1: INTRODUCTION............................................81.1Introduction......................................... Luận văn thạc sĩ investigate the antecedents of bank loyalty ..........81.2Research background............................................81.3Research question..............................................91.4ScLuận văn thạc sĩ investigate the antecedents of bank loyalty
ope and methodology of the study............................101.4.1Scope of the study........................................101.4.2Research method...TRẦN GIAO PHƯỢNG HÀINVESTIGATE THE ANTECEDENTS OF BANK LOYALTYMASTER'S THESISTnBusiness AdministrationOlogy code: 60.34.05SupervisorDr. Tran Ha Minh Q Luận văn thạc sĩ investigate the antecedents of bank loyalty .........................132.1Introduction..................................................13TRẦN GIAO PHƯỢNG HÀINVESTIGATE THE ANTECEDENTS OF BANK LOYALTYMASTER'S THESISTnBusiness AdministrationOlogy code: 60.34.05SupervisorDr. Tran Ha Minh QGọi ngay
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