A Study of Service Convenience and Service Quality on Customer Loyalty: A Case of The Commercial Bank for Foreign Trade of Vietnam

• Main Authors: BINH NGUYEN DANG, 阮燈平
• Other Authors: 廖森貴
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/s7c3ef

碩士 === 國立臺北科技大學 === 經營管理系碩士班 === 101 === Abstract Looks all around the changes of current financial environment, in this financial commodity homogeneity generation of time, if you want to promote the bank competitive ability, the traditional price war is insufficient to deal with, the bank marketing pattern is compelled to change the non-price competition – the service quality promotion and the enterprise image establishment strengthens own competitive ability, to achieve customer satisfaction and customer’s loyal goal. The purpose of this study was to investigate by the Commercial Bank for Foreign Trade of Vietnam "service convenience, service quality and customer value, customer satisfaction, trust and loyalty impact. After the survey results to understand the satisfaction of the customers of the bank, thus providing appropriate methods to meet customer needs. Total internet questionnaire of 300 copies of the valid questionnaires 280, in various measurements up to standard, empirical analysis using linear structural relationship (AMOS). According to the emplacements and verification of results, proof of service convenience, service quality, customer value, trust, customer satisfaction, customer loyalty may have a significant impact.This study empirical customers to Commercial Bank for Foreign Trade of Vietnam, to explore the relationship of the number of variables and to develop a marketing strategy for the industry as a reference, hoping to contribute to the formulation of its strategy.