| dc.description.abstract | Vietnam's economy is more and more developing which gives the companies great chances for gaining the successes. Moreover, customer loyalty is a key success of every companies which helps them to build a strong advantage to compete with others.
The main aim of this study is to analyzing factors that affect customer loyalty at Vietinbank branch 4. In order to evaluate this term, the research give out the problems what need to be solved : (1) Which factors affect customer loyalty at Vietinbank branch
4, (2) How to improve customer loyalty at Vietinbank branch 4.
The study was start off with conducting a theoretical framework consisting of independent factors and dependent factor (customer loyalty). The next step was developing the questionnaire and distributing to the customers. After that, all of data which was collected from previous steps will be used to run the analysis testing to get the final result to give the conclusion and recommendations.
From the finding of the study, there are two factors which have direct impact (Perception value and Brand awareness) and 5 factors which have indirect impact (Tangible, Responsiveness, Assurance, Reliabilities and Empathy) on customer loyalty at Vietinank branch 4. Although the limitation of time and ability , the result of this study
can be reliable and useful for further researches. | en_US |
