Luận văn thạc sĩ factors influencing customer retention some emprical evidences from local and foreign banks in ho chi minh city

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Luận văn thạc sĩ factors influencing customer retention some emprical evidences from local and foreign banks in ho chi minh city

UNIVERSITY OF ECONOMICS HO CHI MINH CITYInternational School of BusinessNguyen Quang MinhFactors Influencing Customer Retention Some Empirical Evidenc

Luận văn thạc sĩ factors influencing customer retention some emprical evidences from local and foreign banks in ho chi minh city ces from Local and ForeignBanks in Ho Chi Minh CityMASTER OF BUSINESS (Honours)Ho Chi Minh City - Year 2015TABLE OF CONTENTSABSTRACT1.INTRODUCTION....

...................................................11.1.Research background..........................................11.2.Research questions and resea Luận văn thạc sĩ factors influencing customer retention some emprical evidences from local and foreign banks in ho chi minh city

rch objective....................31.3.Research delimitation........................................31.4.Thesis Structure..............................

Luận văn thạc sĩ factors influencing customer retention some emprical evidences from local and foreign banks in ho chi minh city

...............32.LITERATURE REVIEW..................................................52.1.Theoretical review..........................................

UNIVERSITY OF ECONOMICS HO CHI MINH CITYInternational School of BusinessNguyen Quang MinhFactors Influencing Customer Retention Some Empirical Evidenc

Luận văn thạc sĩ factors influencing customer retention some emprical evidences from local and foreign banks in ho chi minh city rs......................................92.1.31 Relational benefits..............................92.1.3.2Switching costs..............................

...102.1.3.3Availability and attractiveness of alternatives.102.2.Hypotheses Development.....................................112.2.1.Customer satisfac Luận văn thạc sĩ factors influencing customer retention some emprical evidences from local and foreign banks in ho chi minh city

tion and customer retention..........112.2.2.Trust and customer retention...........................132.2.3.Commitment and customer retention.........

Luận văn thạc sĩ factors influencing customer retention some emprical evidences from local and foreign banks in ho chi minh city

.............142.2.4.Switching barriers and customer retention..............162.3.Research Model.............................................183.METHO

UNIVERSITY OF ECONOMICS HO CHI MINH CITYInternational School of BusinessNguyen Quang MinhFactors Influencing Customer Retention Some Empirical Evidenc

Luận văn thạc sĩ factors influencing customer retention some emprical evidences from local and foreign banks in ho chi minh city ..........................................223.3.Method of data collection...................................243.3.1.Sample size.......................

.....................243.3.2.Method of data collection................................253.4.Data analysis method...................................... Luận văn thạc sĩ factors influencing customer retention some emprical evidences from local and foreign banks in ho chi minh city

....263.4.1.Assessment of measurement of scale........................26

UNIVERSITY OF ECONOMICS HO CHI MINH CITYInternational School of BusinessNguyen Quang MinhFactors Influencing Customer Retention Some Empirical Evidenc