Improving the Customers’ Loyalty through the Application of Loyalty Management System - A Case Study of Agribank Nam Ha Noi

• Main Authors: Duong Song Ha, 養雙河
• Other Authors: Chen-Kuo Yu
• Format: Others
• Language: en_US
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/06057599399402292226

碩士 === 樹德科技大學 === 資訊管理系碩士班 === 99 === Banking in general has traditionally operated in relatively stable environment for decades. However, today, the banking industry is facing aggressive competition and they have to make efforts to survive in a competitive and uncertain market place. The banking industry realized that managing customer relationships is of great importance for their success and increased profitability. It can be said that most of the banks have implemented loyalty programs and systems to attract more customers and keep their existing customers stay with them. This research presents the result of an empirical study that investigates all the factors affecting customer loyalty through the application of LMS system in order to improve them to ensure customer loyalty in the context of AGRIBANK Nam Ha Noi. From the theoretical review, the research model and hypotheses with 7 factors affecting the customer loyalty including information quality, Service quality, system quality, security, customer satisfaction, customer value and customer trust are developed. After analyzing data by SPSS software, we found that the achieved results are positive and can be trusted for the purpose of the thesis. Therefore, it can be concluded that the customer loyalty is vital factor and development goal of banking industry in general and of AGRIBANK Nam Ha Noi in particular.