TAP CHi CONG THIffllNG
CAC YEU TO ANH Hl/CJNG DEN LONG TRUNG THANH DOI VOfl
THlJOiNG HIEU NGAN HANG CUA
KHACH HANG CA NHAN Glfl TIEN TIET KIEM
• BUI VTNH THANH - TRAN HiJU Al
TOM TAT:
Nghidn cffu xdc dinh mffc do anh hrfSng cua cac ye'u to: cha't Iffdng dich vu tdng th^, uy tin thffdng hieu, trach nhiem xa hdi, den sff hai Idng cua khach hang, trong do yeu to' chd't Iffdng dich vu tdng the ed dnh hffdng manh nha't de'n sff hai 16ng, yd'u id' sff hai long c6 dnh hffcing manh va thudn chiiu de'n long trung thanh thffdng hieu Idii chffa c6 tdc dong cQa bid'n dieu ti^t. Hai bien dieu tie't chi phi chuydn ddi va cam ket tff md'i quan hd cd tac dong thuan chieu dd'n qua trinh chuydn ddi iff sff hai long sang long trung thanh thffdng hieu, bao gdm long trung thanh hanh vi va long trung thanh thai dd-
Tiif khoa: Tidt kiem, khach hang ca nhdn, long trung thanh, thffdng hieu ngan hang.
1. Gidi thi$u
Sff dn dinh va phdt trien cua nen kinh le la cd sd dau tien de ngffdi gffi tien ra quye't dinh ndn gffi lien vao ngdn hdng, tich trff vang, USD hay mua sdm ede lai san khac. Trong dieu kien nen kinh te' ba't dn dinh, gid cd vd sffc mua eua ddng tien bie'n dpng manh thi ngffdi dan c6 xu hffdng tich trff vdng, USD hoac cdc dang lai sdn khac thay vi dem sd'lien do gffi tai NHTM. Ngffdc lai, mot nen kinh Id' phdt trien dn dinh vdi ty Id lam phat hdp ly thi ngffdi dan se cd cai nhin kha quan hcfn va xu hffdng tidn gu'i d cae NHTM tdng len la mdt dieu ta't ye'u.
Do do, cae ed quan quan ly nhd nffdc trong do cd NHNN ddng vai tro la ddn vi dieu tie't chinh da dffa ra nhieu ehinh sach de qudn ly ngudn lien gffi tff khach hdng ca nhan (KHCN).
Tien gu'i dd't kiem ca nhdn Id khoan lien gffi cua dan cff vao tai khoan tie't kidm tai NHTM, nham lieh lily, sinh ldi va dam bao an loan tai san.
Kha nang huy ddng vd'n dan cff la mot trong nhiJng
lieu chi cd ban nha't de danh gia quy md, ndng lffc vd uy tin cua NHTM tai thi trffdng Viet Nam. So vdi cac san pha'm khde eua ngdn hang, tien giJi ddn cff kha ddn gian ve mat ky thudt, nghidp vu, do dd moi NHTM deu cd kha nang cung ca'p san pham huy ddng tid't kiem cd nhan va lao ra dp lffc canh tranh Idn. Khdch hang ea nhdn gffi tidn tid't kidm chiu sff tac ddng trffc tid'p cua sff Iffa ebon ly tinh (Kalneman Daniel, 1986), do ehinh la kha ndng sinh ldi eua vide gffi lien tie't kidm so vdi cae kenh dau tff tie't kiem khac dffa tren sff so sanh giffa mffc do riii ro, chd't Iffdng dich vu va sff thudn tien.
Cd nhidu nghidn cffu ve long trung thdnh cila khdch hang, dffde tie'p can theo nhieu hffdng khac nhau. Theo Oliver (1999), Idng trung thdnh cua khdch hang la sff cam kd't mua lai hoac ghe thdm lai sdn pham dich vu (SPDV) ffa thich trong tffdng lai, tao ra sff mua lap lai ciing nhan hieu hoac dat hang lai. Long trung thdnh cung la sff cam kd't cua khdch hang se mua lai SPDV ma ho ffa thich
170 So 2 1 - T h a n g 11/2019
TAI CHINH-NGAN HANG-BAQ HIEM
(Chaudhuri, 1999). Khdch hang se ffu lien tim mua SPDV cua mot thffdng hieu nao dd trong tffdng lai (Yoo vd cong sff, 2000). Dd'i vdi dich vu tai chinh ngdn hdng, long trung thdnh cua khdch hang do'i vdi mdt hodc mdt nhdm sdn pham dich vu ddng nhd't vdi Idng trung thdnh thffdng hieu ngan hang Long trung thanh thffdng hidu da dffdc nhieu tdc gid nghien cffu trong chudi hanh vi cua khach hang sff dung eac SPDV cua ngdn hang (Tanvi Singhal, 2015; Kasri vd Kassim, 2009). Theo do, cdc NHTM can chii y nhieu hdn dd'n vide duy tri 16ng trung thdnh eua khdch hang ddi vdi thffdng hidu ngan hang va ddy Id vd'n de can dffde tich hdp vao quy trinh lap ke hoach lid'p thi chid'n Iffdc eua ngan hang (Ahmad va Buttle, 2001).
Mot so' tae gia nghien cffu sff tdc ddng cua cdc nhom yd'u id' dd'n long trung thanh cua khach hang, tidu bieu la cac nghidn cffu eua Zeyad vd Noraihs (2013), KokSal & Dema (2014) Tai Viet Nam, tae gid Nguyen Thi An Binh (2016) da cd nghidn cffu va dffa ra 5 yd'u to' dnh hffdng trffc tiep den long trung thanh cua nhdm khdch hdng ed nhan sff dung cdc dich vu ngan hang ban le noi chung, bao gdm cd khdch hdng gffi tien tie't kiem cd nhdn. Mot sd nhdn Id' dffde dffa vdo phan tieh anh hffcing trffc tid'p de'n Idng trung thanh thffdng hidu, bao gom: Cha't Iffdng dich vu, uy tin, niem tin, thdi quen, sff hai long, chi phi chuyen ddi, gid..,
2. Cd sd ly thuyd't
2.1. ThUffltg hieu doanh nghiep vd thUdng hi$u ngdn hdng
Hiep hoi Marketing Hoa Ky dinh nghia thffdng hidu Id "Tdn, thudt ngff, ky hieu, bieu tffdng hay thiet kd', hoac sff ket hdp giffa chung nham muc dich xdc dinh va phdn bidt hang hda, dich vu cua mdt hodc mot nhdm ngffdi bdn nay vdi san phd'm va dich vu cua dd'i thu canh tranh".
Feldwick (1996) dinh nghia thffdng hidu la
"Tap hdp nhffng nhdn thu'c trong tdm iri ngffdi lieu dung". Theo do, quan diem nay xem xel thffdng hieu tren khia canh khde biet eua thffdng hieu dd Id anh hffdng tdc dpng cua thffdng hieu trong lam tri ngffdi lieu diang, dnh hffdng eua thffdng hieu dd'n thdi dp vd hdnh vi cua ngffdi tidu dung.
Dich vu tdi chinh ngdn hang vdi cdc dac trffng cua nganh dich vu khdng cho phep ddng gdi, ghi nhan va hidn thi san pham nen gid tri thffdng hieu phai dffdc nhan thffc vd nidm tin cua ngffdi tieu dung (Cobb va Ruble, 1991). Cdc yeu td thffdng hieu dffde gan lien vdi cdc ye'u id trong khdng gian
dich vu bao gdm ea hffu hinh Idn vd hinh: cd s6 vat chd't, con ngffdi (nhdn vidn, khach hang khac), quy trinh thffc hidn (O'Cass & Grace, 2003).
2.2. Khdch hdng cd nhdn g&i tien tiet kiem Khdch hang cd nhdn gffi tien tidt kiem la eac ca nhdn hoac hd gia dinh ed giao dich gu'i tien tid't kiem cd nhdn tai cdc NHTM hoac ede td chffc tin dung, dd'i tffdng trong nghidn cffu dd cap dd'n d ddy la KHCN gu'i lien lai cac NHTM. KHCN Id ndn khach hang cd sd de cac ngdn hang phat tridn cac sdn pham ban them, ban cheo da dang (Rose va cdng sff, 2013). Nhff vay, lien gu'i tie't kiem cua KHCN Id khoan tien eua KHCN dffde gffi vdo tai khoan tidn gffi tid't kidra vd dffde xac dinh tren sd/lhe hd't kidm dffdc ngdn hdng cung ed'p, dffdc hffdng lai suat theo quy dinh cua td chffc nhan tien gffi tid't kidm vd Ngdn hdng Nhd nffde.
2.3. Ddc diim hdnh vi cua khdch hdng cd nhdn gdi den tiet kiem
Hanh vi eua KHCN gffi tien tid't kidm tai eac NHTM dffdc phan loai va sap xd'p theo tid'n trinh thdi gian trong qud trinh giJi lien gid'ng nhff cdc hanh vi lidu diing ca nhdn khde (Admad Jamal va Kamal Naser, 2012), bao gdm cdc nhdm hdnh vi nhff sau: Hdnh vi trffde khi gffi ddn, Hanh vi trong qua trinh gffi lien, Hdnh vi sau khi gffi den va trong tffdng lai.
2.4. Long trung thdnh doi vdi thidfng hifu ngdn hdng
Long trung thanh la mot khdi niem quan trpng trong quan tri marketing va tdm ly hoc hanh vi. Khi khdch hdng c6 long trung thanh ddi vdi thffdng hidu, khach hang se cd it ly do hdn de tim kid'm thdng tin vd each thffc thay thd eho sdn pham dich vu hoac thay the' cho thffdng hidu do. Hidn nay, long trung thdnh thffdng hieu dffdc tie'p can theo 3 mffc dp do la: (1) Long trung thdnh hdnh vi; (2) Long trung thdnh thai dd; (3) Long trung thanh kd't hdp ca hanh vi va thdi dd.
Theo Cunningham (1956), long trung thdnh hdnh vi thdng qua vide khao sdt ngdu nhidu hdnh vi tieu dung eua khach hang. Theo Kumar va Reinarlz (2006), long trung thdnh Ihdi dd bao ham nhan thffc vd thdi dd eua khdch hdng dd'i vdi mot san phd'm dich vu cu thd. Theo Caruana (2002), khach hang trung thanh la khach hdng Ihffc hien hdnh vi mua tff mot nha cung ed'p lap di lap lai nhidu lln, cd thai do tieh cffc dd'i vdi nha cung ca'p va chi nghi ddn nhd cung ca'p khi cd phdt smh nhu cau cho dich vu ndy.
So 21 -Thang 11/2019 171
TAP CHi CONG THifmie
2.5. Tong quan vi nghien cdu mQt so ydu to dnh hudng den long trung thdnh thUdng hi$u trong tinh vUc ngdn hdng
Vdi dich vu tai chinh ngdn hdng thi Idng trung thdnh thffdng hieu eua khdch hang phu thuoc nhieu hdn vao sff phat trien cua md'i quan he giffa cdc ca nhan vdi cdc san pham dich vu vd hinh eua ngdn hang (Bloemer va cong sff, 1995, Jones and Taylor, 2007).
Zeyad va Norailis (2013) nghidn cffu "Cae ye'u id anh hffdng dd'n long trung thanh ciia khdch hang trong Ngan hdng Hoi gido: Bang chffng iff cac Ngan hang Malaysia". Nghien cffu nay da dffa ra cdc ye'u to' anh hffdng dd'n long trung thdnh mdt each trffc tid'p bao gdm: Djch vu trffc tid'p tai quay, gia tri xa hdi, trai nghidm dich vu, niem tin, dp dn cdy, dich vu tin cay, sff thda man, sff mong ddi, gid tri thuan lien. Benjamin (2006) nghien cffu "Tffdng quan ve long trung thanh cua khach hang vdi ngan hang cua ho: nghien cffu tai Nigeria". Tdc gid dd nghien cffu sff tffdng quan giffa ky vgng cua khach hang, chd't Iffdng dich vu cam nhan va sff hai long cua khach hang. KokSal vd Dema (2014) nghidn cffu "Cac nhdn td thie't ye'u anh hffdng de'n long trung thanh cua khach hang trong nganh ngdn hang: Trffdng hdp Ngdn hang Ban le Albanian", bao gdm: Sff hai long, sff bao mdt, sdn pham, quy trinh phuc vu, dp tin cay, con ngffdi (nhdn vidn).
3. Md hinh nghidn ctfu va cac gia thuye't Dffa trdn nhffng phdn tich long quan nghidn cffu ve nhdn td anh hffdng dd'n long trung thanh thffdng hidu cua khach hang d tren, tae gia Iffa chpn hffdng tidp can md hinh nghidn cffu mot so' ye'u id' dnh hffdng dd'n long trung thanh thffdng hieu thdng qua bie'n trung gian, tham khao chinh la md hinh nghien cffu eua tae gia Younes vd cdng sff (2013) VJ ed sff tffdng ddng vd ITnh vffc nghien cffu la ngan hdng ban le, ddi iffdng nghidn cffu id khdch hang ca nhan vd muc tieu nghien cffu Id long trung thdnh cua khdch hdng dd'i vdi thffdng hidu nhff da phdn tich d tren. (Hinh I)
Cae gia thuye't trong mo hinh nghidn cffu bao gdm:
- Gid thuyd't HI: Chd't Iffdng dich vu tdng the tdc ddng tich cffc de'n sff hai long cua khach hang;
- Gia thuyd't H2: Uy tin thffdng hidu tdc dpng tich cffc de'n sff hai long ciaa khach hang;
- Gia thuye't H3: Trach nhidm xa hdi lac dpng tich cffc dd'n sff hai long cua khdch hang;
- Gia thuye't H4: Sff hai long cua khach hdng tdc dpng tich cffc de'n long trung thanh thffdng hidu cua khdch hang;
- Gia thuye't H5: Chi phi chuyen ddi tdc dpng de'n vide chuyen ddi tff sff hdi long dd'n long trung thanh thffdng hidu cua khach hang;
- Gia thuyet H6: Cam ke't iff md'i quan he tac ddng dd'n vide chuyen ddi tff sff hai long dd'n long trung thdnh thffdng hidu cua khdch hdng.
4. Phtfcfng phap nghidn ctfu
- Mdu dieu tra: Mau dieu tra dudc chpn la 356 khach hang sinh sd'ng tai TP. HCM. Cupc khdo sat dffdc tie'n hdnh tff thdng 4/2019 de'n thang 8/2019.
Ddc diem ciia mau la khach hang ca nhan gffi tien tie't kiem tai cac ngdn hang. Hp cd nhieu kie'n thffc vd kinh nghiem dd'i vdi eae thffdng hidu ngdn hdng hien ed mat tren thi trffdng TP. HCM. Mdu dude Iffa chon theo phffdng phap thuan lien dffa tren sff gidi thieu eiia ca nhdn nay de'n ca nhdn khde.
Ngffdi dffdc hoi se tra ldi cho bid't thffdng hieu ciia ngan hang ma minh dang gffi tie't kidm. (Bang 1).
- Danh gia thang do: Trffde tien, cac thang do se dffde ddnh gia sd bd thdng qua hai phffdng phap; he sd'tinedy Cronbach's Alpha va phffdng phdp phan tieh ye'u Id'khdm pha (EFA). Kd'dd'n, cac thang do dffde kiem djnh bang phffdng phdp phan tich ye'u id khang dmh (CFA).
4.1. Phdn tich khdm phd (EFA) Ke't qua phan lich nhdn Id' khdm pha cho thay 27 bid'n quan sdt trong 7 thanh phan eua thang do long trung thdnh thffdng hieu cua ngdn hang cung giff nguyen 7 nhdn Id' vdi 27 bien quan sal. He so' KMO = 0,755 ndn EFA phii hdp vdi dff lieu vd
Hinh J: Md hinh nghien cihi de xuat cua tdc gid Chat lupng djch vu tdng the
( Uy tfn thffdng hieu
Trach nhiem xa hdi
Sy hai Idng
( 1 )
(
Chi phi chuyen ddi
1 t
Cam ket td mdi quan he
)
)
Long trung thanh ddi vdi thffdng hidu
172 Sd21 -Thang 11/2019
TAI CHiNH-NGAN HANG-BAO HIEM
Bang 1. Tong hdp thong ke mo td theo mpt so ticinh vi cOo khach tidng
€)$c diem
Thdi gian bat dau giao djcii giti tien
SS luong ngan iiang gill ti^n
Ky iian tiiudng gili
SLf tiiem dich vu Khac
Dudi 1 nam TU 1 den dudi 2 nam TU 2 dd'n dudi 3 nam TU 3 nam trd ien 1 ngan hang 2 ngan hang 3 ngan hang Tren 3 ngan hang Khdng l^y han Dudi 1 thang 1 - 3 thang 4 - 6 thang 7 - 1 2 thang Tren 12 thang Cd Khdng
SolU0ng (nguai)
109 165 35 47 221
84 27 24 17 38 37 68 132 64 272 84
TJ trxjng
(%)
31%
46%
10%
13%
62%
24%
8%
7%
5%
11%
10%
19%
37%
18%
76%
24%
Ngudn: Tong hop ke't qud tinh todn cua tdc gid thdng ke Chi-quare cua kidm dinh Bertlett dat gia tri 5683,707 vdi mffc y nghia 0.000; do vdy cac bie'n quan sat cd tffdng quan vdi nhau xet tren pham vi long the. Phffdng sai trich bdng 72,431 the hidn rang 7 nhan id' nil ra dffdc giai thich tff
72,431% bidn thien cua dff lidu (>50%), taihd sd'gid ri ridng bdng 1,802. Do vay, cdc thang do rut ra Id chd'p nhan dffdc.
(Bang 2).
4.2. Phdn tich nhdn to' khdng dinh (CFA)
Ve mffc dp phd hdp ehung, phan tich nhdn id khang dinh cho thd'y md hinh nay cd gia tri thd'ng ke chi binh phffdng Id 354,669 vdi 233 bde Iff do (p =0,000). Chi binh phffdng tffdng dd'i theo bac tff do CMIN/df la 1,522 (< 0,2). Cdc chi lieu khac nhff GLI= 924 (0,9), TLI = 0,970 (>
0,9), CFI = 0,974 (> 0,9) va RMSEA = 0,038 (< 0,08). Do do, md hinh nay phii hdp vdi dff lieu thi trffdng. Dieu nay cung eho phep rut ra nhdn dinh ve linh ddn hffdng eua eac bie'n quan sat. Ve gid tri hpi lu, cac trpng sd' chuan boa cua cdc thang do deu > 0,5 va c6 y nghia thdng kd p <0,5. Do do cdc thang do dat dffdc gid trj hdi tu. (Hinh 1).
4.3. Phdn tich mo hinh cd'u triic tuye'n tinh (SEM)
Trong md hinh nghidn cffu cd 7 khdi nidm nghien cffu, trong do cd 3 khdi niem doc lap gdm. chd't Iffdng tdng the, uy tin thffdng hidu vd trdch nhidm xa hdi; 2 khai niem dieu tie't la chi phi chuyen doi vd cam ke't quan he. Ngffdc lai, 2 khdi nidm phu thudc Id sff hdi long va long trung thdnh thffdng hidu. Kd't qua cho thd'y, md hinh cd'u true tuye'n linh cd gid tri thd'ng ke chi binh phffdng la 447,446 vdi 276 bdc tff do (p = 0,000). Chi blnh phffdng iffdng dd'i theo bac
Bang 2. long hop do tin cqy va tong phUdng sai trich cua cac thang do
STT 1 2 3 4 5 6 7
Thang do Ldng trung thanh Chat iuong dich vu tong the Suhai idng
Chi phi chuyen dd'i Cam ket tU mdi quan he Uy tin ttiuong hieu Trach nhiem xa hdi
So bien quan sat 3 4 3 4 3 5 5
H$ so tin cdy 0,884 0,876 0,763 0,880 0,934 0,88S 0,867
long phudng sai trich 81,64%
72,90%
68,12%
74,41%
88,44%
59,77%
65,84%
Ke)lu$n
Cac thang do deu dat dd tin cay
Ngudn: Tong hap kit qud tinh todn cda tdc gid
So 2 1 - T h a n g 11/2019 173
TAP CHi CONG THlfllNe
Hifih 1: Ket qua phan tfch CFA Chi-square=354.669 ; df=233 ; P=.000
Chl-square/df=1.522 GFI=.924 ; TLI=.970 ; CFI=.974 RMSEA=.038
( e l V - ! - H TNXH3
@ — ^ - H TNXHS"
Iff do CMIN/df la 1,621 (< 0,2). Cdc chi lieu khac nhff GLI= 0,912 (0,9), TLI = 0,962 (> 0,9), CFI = 0,968 (> 0,9) vd RMSEA = 0,042 (< 0,08). Do dd, md hinh ndy dat dd tffdng thich vdi dff lieu thi trffdng. Dieu nay ddng nghia vdi viec chd'p nhan ede gia thuye't HI, H2. H3, H4, H5 va H6. (ffinh 2) 5. Thao lu^n kd't qua va hifdng nghidn cii'u tid'p theo
Kd't qua nghidn cffu da ung ho md hinh nghidn cffu gdm cdc thdnh phan la uy tin thffdng hidu, chd't
Iffdng tdng the vd trdch nhiem xa hpi. Sff hdi long vffa la bid'n doc lap vffa la bie'n phu thudc, cd hai bie'n didu tie't, giup khdch hdng gdn ket vdi ngdn hdng Idu ddi hdn. Kd't qua phdn tich Cronbach's Alpha, EFA vd CFA cho tha'y thang do dat do tin cay. Mat khac, nghien cffu da xay dffng dffde md hinh ca'u inic tuye'n tinh (SEM) do Iffdng vdi 6 thanh ph^n dai do tin cay, tinh ddn hffdng, gia tri hdi tu, gia tri phdn biet va gid tri lidn he ly thuyd't.
Nghien cffu ndy dong gdp mot md hinh nghidn cffu trong vide quang ba thffdng hidu trong ITnh vffc ngan hang thffdng mai tai Viet Nam.
Kd't qua phan lich cho tha'y sff hai long la ye'u td tdc ddng trffc tid'p vd manh me de'n Idng trung thanh thffdng hidu cua khach hang.
De nang cao sff hai long cua khdch hang cung doi hoi cac NHTM phai thffc hien ddng bd cdc ye'u Id' cd'u thdnh sff hai long ciia khach hang.
Nghien cffu dffa ra mdt sd' khuye'n nghi dd'i vdi cdc NHTM nhdm nang cao sff hdi long cua khdch hdng thdng qua cdc ye'u td': chd't Iffdng dich vu, uy tin thffdng hieu, trach nhidm xd hpi.
Mac dii cd' gdng thffc hien lot nhffng do dieu kien thdi gian ban hep, nen mdu nghidn cffu chffa du rpng trong pham vi ca nffdc. Trdn thffc te', c6 cac nhan td'khde eo the dnh hffdng dd'n long trung thdnh cua khach hang dd'i vdi thffdng hidu nhff: dac Ihu vung mien, vdn hda, thdi quen... chffa dffdc xem xet chi tie't trong nghien cffu nay •
174 So 21-Thon 1/2019
TAI CHiNH-naAN HANG-BAO HIEM
Hin/i 2; Ket qua cua mo hinh cau true da <3Mc hieu chuan (SEM)
Chi-square=447.446 ; df=276 ; P=.000 Clii-square/df=1.621
GFI=.912 ; TLI=.962 ; CFI=.968 RMSEA=.042
TAI LIPU THAM KHAO:
/. Aiimad Jamal. Kamal Naser (2002). Customer satisfaction and retail banking: An assessment of some oftlie itey antecedents of customer satisfaction tn retail baniiing. International Journal of Bank Marketing. Vol. 20 Issue: 4.
pp.146-160.
2. Ahmad Jaitial (2007). Retail banking and customer beliavlour: A study of self concept, satisfaction and technology usage. The International Review of Retail, Distribution and Consumer Research. Vol 14. Issue 3. pp.357 - 379.
3. Andrea Perez. Ignaclo Rodriguez Del Bosque, (2015). Customer responses to the CSR cf banking companies.
Journal of Product & Brand Management. Vol.2 (5), pp.481-493.
S621-Thang 11/2019 175
TAP CHi CONG THI/0NG
4. Bahareh Moradi Aliabadi et al. (2013). Design and explain the factors affecting customer loyalty in online banking. International Research Journal of Applied and Basic Sciences. Vol 4. Issue 9. pp. 2782-2791.
5. Barroso. C. and Picon, A. (2012). Multi-dimensional analysis of perceived switching cost". Industrial Marketing Management, Vol.41. Issue 3, pp 531-543.
6. Deborah Goldring (2015). Reputation orientation: Improving marketing performance through corporate reputation building. Marketing Intelligence & Planning. Vol.33 (5), pp. 784-803.
7. Kassim, N & Abdullah. N.A. (2010). The effect of perceived service quality dimensions on customer satisfaction, trust, and loyalty in e-commerce settings: A cross cultural analysis. Asia Pacific Journal of Marketing and Logistics.
Vol. 22, No. 3, pp 351-71.
Ngay nh$n bai: 17/10/2019
Ngay phan bidn danh gia va s^a chifa: 27/10/2019 Ngay cha'p nhan dang bai: 7/11/2019
Thong tin tdc gid:
l.Th.S BUI VINH THANH
Ngdn hang TMCP Cdng Thifdng Vidt Nam, Chi nhanh Tay Tien Giang 2. NCS. TRAN Htfu AI
Tnfdng Dai hpc Van Hidn
FACTORS AFFECTING LOYALTY TO THE BANK BRAND OF INDIVIDUAL CUSTOMERS' SAVINGS DEPOSITS
• MBA. BUI VINH THANH ViettinBank, Toy Tien Giang Branch
• Ph.D's Student. TRAN HUU Al Van Hien University
ABSTRACTL:
The study determines the influence of factors: overall service quality, brand reputation, social responsibility, and customer satisfaction. Overall service quality factor has the most impact on satisfaction. The satisfaction factor has a strong and positive effect on brand loyalty without the impact of regulatory variables. The two variables regulate conversion costs and commitment from relationships that have a positive impact on the transition from brand satisfaction to brand loyalty, including behavioral loyalty and attitude loyalty.
Keywords: Savings, personal customers, loyalty, bank brand.
176 S o 2 1 - T h a n g 11/2019
