Customer perception on brand extension in banking : Case of Vietnam EXIMBANK'S retail banking extension
Abstract
Developing retail banking becomes one of priority tasks of Vietnamese banks due
to the fact that Vietnamese‟ need on retail banking service is being higher while there is a few such offers from domestic banks. Following this trend, Vietnam Eximbank, an export- import bank successfully operating and branding in export-import financing, international settlements service and serving business customers, extends to retail banking in order to meet individual customer need and increase its competitive competence.
Brand extension is still a new application in Vietnamese banking industry. And banking is operated and developed basing on customer credibility. For that, this research investigates customer perception on Eximbank‟s retail banking extension since it affects the success of Eximbank in its brand extension as well as customer credibility to Eximbank and
its retail banking service.
With the methodology of exploratory qualitative single case study, primary data results from 30 in-depth interviews with customers and my observation, secondary data results from Vietnam Eximbank‟s documents, I get some findings related to customer perception on Eximbank‟s retail banking extension.