The effect of relationship marketing on customer loyalty in banking services
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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 strongThe 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 qualitSOUMOPEN 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 survey 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.ResulThe 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 sThe 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.............................iiSOUMOPEN UNIVERSITY MALAYSIARESEARCH PROJECT(BMBR5103)THE EFFECT OF RELATIONSHIP MARKETING ON CUSTOMER LOYALTY IN BANKING SERVICESSTUDENT’S FULL NAMESGọi ngay
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