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

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

UNIVERSITY OF EC ONOMICS HO CHI MINH CITY INTERNATIONAL SCHOOL OF BUSINESSPHAM THI PHUONG THAODETERMINANTS OF CUSTOMER LOYALTY IN RETAIL BANKING: ANEM

Luận văn thạc sĩ UEH determinants of customer loyaty in eatail banking , an empirical study in vietnam MPIRICAL STUDY IN VIETNAMMASTER OF BUSINESSSUPERVISORS: DR. TRAN HA MINH QUANHo Chi Minh City - Year 2014ACKNOWLEDGEMENTFirstly, I oiler my sincerest

gratitude to all lecturers and staffs that supported and passionately conveyed useful knowledge to students of MBUS 2011 program.Secondly. I offer my Luận văn thạc sĩ UEH determinants of customer loyaty in eatail banking , an empirical study in vietnam

special gratitude to my supervisor. Dr. Tran Ha Minh Quan, who has guided me to fulfill my thesis with his patience and knowledge.Thirdly. I would lik

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

e to express appreciations to my friends who support me in discussing initial questionnaire and sending the final ones to survey target.Finally yet im

UNIVERSITY OF EC ONOMICS HO CHI MINH CITY INTERNATIONAL SCHOOL OF BUSINESSPHAM THI PHUONG THAODETERMINANTS OF CUSTOMER LOYALTY IN RETAIL BANKING: ANEM

Luận văn thạc sĩ UEH determinants of customer loyaty in eatail banking , an empirical study in vietnam emberPage Ị1ABSTRACTLoyal customers are considered as an important source of business profit and a free channel of advertisement. Although companies c

an boost their profit more than 85% by reducing customer defection rate by just 5%. the fact is that most of businesses lose from 15% to 20% of custom Luận văn thạc sĩ UEH determinants of customer loyaty in eatail banking , an empirical study in vietnam

ers each year (Reichheld and Sasser, 1990). This study aims to define some determinants of customer loyalty in Vietnam retail banking, including Brand

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

Awareness, Convenience, Service Personnel, Satisfaction. Social Influence and Switching Costs. The survey was conducted in Ho Chi Minh City. The resu

UNIVERSITY OF EC ONOMICS HO CHI MINH CITY INTERNATIONAL SCHOOL OF BUSINESSPHAM THI PHUONG THAODETERMINANTS OF CUSTOMER LOYALTY IN RETAIL BANKING: ANEM

Luận văn thạc sĩ UEH determinants of customer loyaty in eatail banking , an empirical study in vietnam faction and Switching Costs was stronger than others. The least impact was caused by Social Influence and Convenience.Keywords: Loyalty-, Retail banki

ng, VietnamPage 111TABLE OF CONTENTSACKNOWLEDGEMENT..............................................................iABSTRACT............................ Luận văn thạc sĩ UEH determinants of customer loyaty in eatail banking , an empirical study in vietnam

........................................iiTABLE OF CONTENTS..........................................................iiiLIST OF TABLES................

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

..............................................ivLIST OF FIGURES..............................................................VCHAPTER 1: INTRODUCTION.

UNIVERSITY OF EC ONOMICS HO CHI MINH CITY INTERNATIONAL SCHOOL OF BUSINESSPHAM THI PHUONG THAODETERMINANTS OF CUSTOMER LOYALTY IN RETAIL BANKING: ANEM

Luận văn thạc sĩ UEH determinants of customer loyaty in eatail banking , an empirical study in vietnam .................................................21.3Research gap.........................................................61.3Research objective......

.............................................71.4Research Scope andResearch Contribution.............................81.5Research structure........... Luận văn thạc sĩ UEH determinants of customer loyaty in eatail banking , an empirical study in vietnam

........................................9CHAPTER 2: LITERATURE REVIEW........................................... 102.1Retail Banking..............

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

........................................102.2Customer Loyalty....................................................10

UNIVERSITY OF EC ONOMICS HO CHI MINH CITY INTERNATIONAL SCHOOL OF BUSINESSPHAM THI PHUONG THAODETERMINANTS OF CUSTOMER LOYALTY IN RETAIL BANKING: ANEM