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Factors Affecting Customer Loyalty on Banking Service: a Case of Hong Kong Shanghai Bank Commercial in Ho Chi Minh City, Vietnam

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Factors Affecting Customer Loyalty on Banking Service: a Case of Hong Kong Shanghai Bank Commercial in Ho Chi Minh City, Vietnam
Factors Affecting Customer Loyalty on Banking Service: A case of Hong Kong Shanghai Bank Commercial in Ho Chi Minh City, Vietnam

• Dec 22, 2011 • 0 • 263
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[pic][pic]FACTORS AFFECTING CUSTOMER LOYALTY ON BANKING SERVICE: A CASE OF HONG KONG SHANGHAI BANK COMMERCIAL IN HO MINH CHI CITY, VIETNAM

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Bùi Thanh Phong

Graduate School of Business, Assumption University

ABTRACT

This study examines the relationship between selected factors (brand image, friendship, perceived service satisfaction, perceived core service quality, social regard and social comfort) and customer loyalty of HSBC in Ho Chi Minh City Vietnam. The researcher surveyed on 400 respondents who had experience to use HSBC banking services. The sampling procedure used judgment sampling and convenience sampling. The researcher used the Pearson Correlation analysis tool on this research. Descriptive statistic was used to provide the mean and percentage of demographic characteristic and other variables of study. Result indicated that brand image, friendship and perceived service satisfaction does play a mediating role in the effect of customer loyalty in banking service. The effects of a number of demographic indicators on customer loyalty are also reported.

INTRODUCTION

Loyalty factor is considered as key value of marketing strategy in the banking service and others (Kotler, 2004). It also helps bank to gain the profit and reduce marketing cost. In previous times, many banking services are aware of understand brand image, service quality and customer satisfaction which are accepted as a key determinant of customer loyalty (Payne, 1993). The customers are hard to attract and difficult to retain because it is not relatively easy for customers to
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