Analysis of VPBANK master card's service quality influencing customer loyalty

Abstract

Nowadays, the form of paying without cash is one of purposes which the economic- finance of many nations is heading to. In which, credit card and master card particularly plays a key role in motivating the development of this form as well as increasing the aggregate demand. Viet Nam also gets on well this trend to develop the economic-finance in the region and the world. There are many large banks specializing in providing financial service including Viet Nam Prosperity Commercial Bank (VP Bank). With many types of credit card for many different segments of customers, VP Bank efforts to develop credit card products to compete with products of other banks not only local banks but also foreign banks. Developing more the customer list is a necessary responsibility and maintaining the customer loyalty of existing customers is an important challenge in such a competition. Finishing this thesis is to survey about many opinions of potential customers who are using VP bank’s master card; accordingly the study gives some suggestions and solutions to motivate the activity of VP Bank’s master card.