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The effect of relationship marketing on customer loyalty in banking services

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Nội dung chi tiết: The effect of relationship marketing on customer loyalty in banking services

The effect of relationship marketing on customer loyalty in banking services

SOUMOPEN UNIVERSITY MALAYSIARESEARCH PROJECT(BMBR5103)THE EFFECT OF RELATIONSHIP MARKETING ON CUSTOMER LOYALTY IN BANKING SERVICESSTUDENT’S FULL NAMES

The effect of relationship marketing on customer loyalty in banking services STUDENT IDINTAKEADVISOR’S NAME & TITLENGUYEN QUANG HUY 15619MAY, 2013Dr. NGUYEN THE KHAIHUTECH LIBRARY—kJalli______.May, 20Ì5Advisor’s assessment.....

..........................................Advisor’s SignatureABSTRACTBanks nowadays have to face with strong competitive environment, in order to surv The effect of relationship marketing on customer loyalty in banking services

ive and develop, attracting new customers and maintaining current customers is the critical factor to every bank. In many similar researches, a strong

The effect of relationship marketing on customer loyalty in banking services

relationship between bank and its customers lead to customer loyalty with the bank, thence both bank and its customers gain benefits from high qualit

SOUMOPEN UNIVERSITY MALAYSIARESEARCH PROJECT(BMBR5103)THE EFFECT OF RELATIONSHIP MARKETING ON CUSTOMER LOYALTY IN BANKING SERVICESSTUDENT’S FULL NAMES

The effect of relationship marketing on customer loyalty in banking services ustomer loyalty towards the banks in An Giang Province, Vietnam.A questionnaire adapted from similar research and literature reviews was used in the s

urvey to collect data for the research. The survey was completed by 286 respondents who are customers from 25 bank's branch in An Giang Province. Reli The effect of relationship marketing on customer loyalty in banking services

ability test, descriptive analysis, correlation analysis and linear regression assessed the impact on customer loyalty of relationship marketing.Resul

The effect of relationship marketing on customer loyalty in banking services

t showed that trust, commitment and communication have positive impact on customer loyalty while social benefits was a non relevant variable.Keyword:

SOUMOPEN UNIVERSITY MALAYSIARESEARCH PROJECT(BMBR5103)THE EFFECT OF RELATIONSHIP MARKETING ON CUSTOMER LOYALTY IN BANKING SERVICESSTUDENT’S FULL NAMES

The effect of relationship marketing on customer loyalty in banking services Province has total area: 3.537 km2, with population over 2.15 million people (General Statistics Office of Vietnam. 2013).An Giang province's economy

in recent years has developed rapidly. In the past, An Giang was considered as an agriculture province, but An Giang economic structure in present day The effect of relationship marketing on customer loyalty in banking services

is increasing in the commercial - services sector and declining in agricultural sector.An Giang province also has many potential development fields s

The effect of relationship marketing on customer loyalty in banking services

uch as: rice, pangasius, domestic commercial, tourism, frontier exchange with Cambodia, etc. (The Mekong Delta Economic Cooperation, 2014). There are

SOUMOPEN UNIVERSITY MALAYSIARESEARCH PROJECT(BMBR5103)THE EFFECT OF RELATIONSHIP MARKETING ON CUSTOMER LOYALTY IN BANKING SERVICESSTUDENT’S FULL NAMES

The effect of relationship marketing on customer loyalty in banking services ......................................................iAn Overview about An Giang Province.............................ii

SOUMOPEN UNIVERSITY MALAYSIARESEARCH PROJECT(BMBR5103)THE EFFECT OF RELATIONSHIP MARKETING ON CUSTOMER LOYALTY IN BANKING SERVICESSTUDENT’S FULL NAMES

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