| dc.description.abstract | Purpose: Customer loyalty plays important role in retail banking because of its
high interaction with customers. When the market is increasingly competitive, especially
in the context of economic recession, more and more banks try to find how to retain their
loyal customers and focus on factors enhancing customer loyalty. Therefore, the main
purpose of this research is to investigate the factors that influence customer loyalty.
Design/methodology/approach: In the research a causal modeling approach was
used and a conceptual model was proposed after an extensive review of the literature.
Data was collected from 377 habitual customers of BIDV‟s branches and transaction
offices in Lam Dong Province. Descriptive statistics, reliability test, factor analysis
(including EFA and CFA), correlation testing, structural equation modeling, and One-
Way ANOVA testing were applied to analyze and confirm the conceptual model
proposed in this research. Besides, Net-Promoter Score was calculated to provide
valuable insights into the real situation of BIDV‟s customer loyalty in this region.
Findings: The research finds that service quality, customer trust, and corporate
image positively impact on customer loyalty. Furthermore, service quality and customer
satisfaction are regarded as a component because they tend to overlap in the long term.
Practical implications: The research can be used for a reference aim and
reliability suggestions to enhance the customer loyalty of BIDV‟s branches and
transaction offices in Lam Dong Province.
Keywords: customer loyalty, retail banking, service quality | en_US |
