Luận văn thạc sĩ determinants of customer loyaty in eatail banking , an empirical study in vietnam

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Nội dung chi tiết: Luận văn thạc sĩ determinants of customer loyaty in eatail banking , an empirical study in vietnam

Luận văn thạc sĩ determinants of customer loyaty in eatail banking , an empirical study in vietnam

UNIVERSITY OF ECONOMICS HO CHI MINH CITY INTERNATIONAL SCHOOL OF BUSINESSPHAM THI PHUONG THAODETERMINANTS OF CUSTOMER LOYALTY IN RETAIL BANKING: ANEMP

Luận văn thạc sĩ determinants of customer loyaty in eatail banking , an empirical study in vietnam PIRICAL STUDY IN VIETNAMMASTER OF BUSINESSSUPERVISORS. DR. TRAN HA MINH QUANHo Chi Minh City - Year 2014ABSTRACTLoyal customers are considered as an i

mportant sotuce of business profit and a free channel of advertisement Although companies can boost their profit more than 85% by reducing customer de Luận văn thạc sĩ determinants of customer loyaty in eatail banking , an empirical study in vietnam

fection rate by just 5%, the fact is that most of busuiesses lose from 15% to 20° 0 of customers each year (Reichheld and Sasser. 1990) This study aim

Luận văn thạc sĩ determinants of customer loyaty in eatail banking , an empirical study in vietnam

s to define some determinants of customer loyalty in Vietnam retail banking, including Brand Awareness. Convenience. Sen ice Personnel, Satisfaction.

UNIVERSITY OF ECONOMICS HO CHI MINH CITY INTERNATIONAL SCHOOL OF BUSINESSPHAM THI PHUONG THAODETERMINANTS OF CUSTOMER LOYALTY IN RETAIL BANKING: ANEMP

Luận văn thạc sĩ determinants of customer loyaty in eatail banking , an empirical study in vietnam n the loyalty in Vietnam retail banking. In which, the influence from Brand Awareness. Satisfaction and Switching Costs was stronger than others. The

least impact was caused by Social Influence and Convenience.Keywords: Loyalty. Retail banking, VietnamPage 11TABLE OF CONTENTSACKNOWLEDGEMENT......... Luận văn thạc sĩ determinants of customer loyaty in eatail banking , an empirical study in vietnam

.....................................................iABSTRACT....................................................................iiTABLE OF CONTENTS.

Luận văn thạc sĩ determinants of customer loyaty in eatail banking , an empirical study in vietnam

.........................................................iiiLIST OF TABLES..............................................................ivLIST OF FIGU

UNIVERSITY OF ECONOMICS HO CHI MINH CITY INTERNATIONAL SCHOOL OF BUSINESSPHAM THI PHUONG THAODETERMINANTS OF CUSTOMER LOYALTY IN RETAIL BANKING: ANEMP

Luận văn thạc sĩ determinants of customer loyaty in eatail banking , an empirical study in vietnam roduction.........................................................11.2Research background..................................................21.3Researc

h gap.........................................................61.3Research objective...................................................71.4Research Sc Luận văn thạc sĩ determinants of customer loyaty in eatail banking , an empirical study in vietnam

ope andResearch Contribution.............................81.5Research structure...................................................9CHAPTER 2: LITERATU

Luận văn thạc sĩ determinants of customer loyaty in eatail banking , an empirical study in vietnam

RE REVIEW ...Y................................... 102.1Retail Banking......................................................102.2Customer Loyalt

UNIVERSITY OF ECONOMICS HO CHI MINH CITY INTERNATIONAL SCHOOL OF BUSINESSPHAM THI PHUONG THAODETERMINANTS OF CUSTOMER LOYALTY IN RETAIL BANKING: ANEMP

Luận văn thạc sĩ determinants of customer loyaty in eatail banking , an empirical study in vietnam Customer Loyalty....................................122.3Brand Awareness.....................................................142.4Convenience........

.................................................152.5Service Personnel...................................................162.6Customer Satisfaction.. Luận văn thạc sĩ determinants of customer loyaty in eatail banking , an empirical study in vietnam

.............................................172.7Social Influence....................................................182.8Switching Costs............

Luận văn thạc sĩ determinants of customer loyaty in eatail banking , an empirical study in vietnam

.........................................192.9Research Model......................................................20

UNIVERSITY OF ECONOMICS HO CHI MINH CITY INTERNATIONAL SCHOOL OF BUSINESSPHAM THI PHUONG THAODETERMINANTS OF CUSTOMER LOYALTY IN RETAIL BANKING: ANEMP