Luận văn thạc sĩ UEH testing a model of customer based brand equity in the vietnamese banking service
➤ Gửi thông báo lỗi ⚠️ Báo cáo tài liệu vi phạmNội dung chi tiết: Luận văn thạc sĩ UEH testing a model of customer based brand equity in the vietnamese banking service
Luận văn thạc sĩ UEH testing a model of customer based brand equity in the vietnamese banking service
MINISTRY OF EDUCATION AND TRAININGUNIVERSITY OF ECONOMICS HOCHIMINH CITYLâm Hồng PhongTesting a Model of CUSTOMER-BASED BRAND EQUITY In The Vietnamese Luận văn thạc sĩ UEH testing a model of customer based brand equity in the vietnamese banking service e Banking ServiceMASTER S THESISIn Business AdministrationOlogy code: 60.34.05SupervisorDr. Trân Hà Mi nil QuânHo Chi Minh City 2009AcknowledgementThis research project would not have been possible without the support of many people. Firstly I wish to express my deep sincere gratitude to my supervis Luận văn thạc sĩ UEH testing a model of customer based brand equity in the vietnamese banking service or. Dr. Tran Ha Minh Quan for his invaluable advices and helps. Without him. this thesis could not have been completed.Special thanks to all instructoLuận văn thạc sĩ UEH testing a model of customer based brand equity in the vietnamese banking service
rs without whose knowledge and assistance this study would not have been successful. My debt is also acknowledged to Dr. Barry Clough from Dragon-MekoMINISTRY OF EDUCATION AND TRAININGUNIVERSITY OF ECONOMICS HOCHIMINH CITYLâm Hồng PhongTesting a Model of CUSTOMER-BASED BRAND EQUITY In The Vietnamese Luận văn thạc sĩ UEH testing a model of customer based brand equity in the vietnamese banking service ey devote to me but also for the time I took from them which should have been my devotion to them in their aged lime.My thanks would also go to all of my classmates, my colleagues, especially my “old pals”, Nguyen Thanh Trung and Ms Dang Hai Yen for all of their friendship and encouragement.1 also w Luận văn thạc sĩ UEH testing a model of customer based brand equity in the vietnamese banking service ish to thank my friends in Vietcombank. VPBank. Navibank and Tien Phong bank for their great support. My thanks would also go to the respondents, withLuận văn thạc sĩ UEH testing a model of customer based brand equity in the vietnamese banking service
out them, my thesis could not have been done.Finally, my greatest thanks would go to my dear wife. Vu Thi Thuy Duong and my two sons. Vu and Phuc who MINISTRY OF EDUCATION AND TRAININGUNIVERSITY OF ECONOMICS HOCHIMINH CITYLâm Hồng PhongTesting a Model of CUSTOMER-BASED BRAND EQUITY In The Vietnamese Luận văn thạc sĩ UEH testing a model of customer based brand equity in the vietnamese banking service study reports on the research results by testing the model of customerbased brand equity proposed by Martensen & Gronholdt (2004) into banking industry of Vietnam. A study of 295 respondents from two bank brands was conducted in Can Tho city. Multiple linear regression technique was used to test th Luận văn thạc sĩ UEH testing a model of customer based brand equity in the vietnamese banking service e hypotheses and research model. According Io the results, the original model was applicable in Vietnamese retail banking service with some adaptationLuận văn thạc sĩ UEH testing a model of customer based brand equity in the vietnamese banking service
. Service quality and price were confirmed to have positive impacts on both rational and emotional evaluations. However, the other associations such aMINISTRY OF EDUCATION AND TRAININGUNIVERSITY OF ECONOMICS HOCHIMINH CITYLâm Hồng PhongTesting a Model of CUSTOMER-BASED BRAND EQUITY In The Vietnamese Luận văn thạc sĩ UEH testing a model of customer based brand equity in the vietnamese banking service evaluation. The different weights of the relationships between brand associations and brand evaluations, and between brand evaluations and customer-brand relationships, have some implications for bank managers who might use them as a source of reference for CRM strategy. The study also provided a mo Luận văn thạc sĩ UEH testing a model of customer based brand equity in the vietnamese banking service dified model of customer-based brand equity that could be used as a point of departure for those who would like to conduct a further research into braLuận văn thạc sĩ UEH testing a model of customer based brand equity in the vietnamese banking service
nd equity in banking industry in Vietnam.Key word: banking, customer-bused brand equity, customer-brand relationshipiiTABLE OF CONTENTAcknowledgement.MINISTRY OF EDUCATION AND TRAININGUNIVERSITY OF ECONOMICS HOCHIMINH CITYLâm Hồng PhongTesting a Model of CUSTOMER-BASED BRAND EQUITY In The Vietnamese Luận văn thạc sĩ UEH testing a model of customer based brand equity in the vietnamese banking service NT.........................................................iiiLIST OF FIGURES............................................................VChapter I: INTRODUCTION....................................................11.1Introduction.........................................................I1.2Research b Luận văn thạc sĩ UEH testing a model of customer based brand equity in the vietnamese banking service ackground..................................................I1.3Problem statement....................................................21.4Research objecLuận văn thạc sĩ UEH testing a model of customer based brand equity in the vietnamese banking service
tive...................................................31.5Scope and methodology of the study...................................41.5.1Scope of the stuMINISTRY OF EDUCATION AND TRAININGUNIVERSITY OF ECONOMICS HOCHIMINH CITYLâm Hồng PhongTesting a Model of CUSTOMER-BASED BRAND EQUITY In The Vietnamese Luận văn thạc sĩ UEH testing a model of customer based brand equity in the vietnamese banking service ...........................................5MINISTRY OF EDUCATION AND TRAININGUNIVERSITY OF ECONOMICS HOCHIMINH CITYLâm Hồng PhongTesting a Model of CUSTOMER-BASED BRAND EQUITY In The VietnameseGọi ngay
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