Customer Loyalty at a Ho Chi Minh City Commercial Bank: A Case Study

Abstract

The purpose of this research is to gain a better understanding of the impact of perceived service quality, corporate image, customer satisfaction, and switching costs on customer loyalty in a Vietnamese private bank. Additionally, this research aims to investigate the relationships between perceived service quality, corporate image and customer satisfaction. The data was collected from 400 respondents using SERVPERF survey instrument. The research outcomes reveal that all factors have a significant correlation with customer loyalty. The findings also show that there are relationships between perceived service quality, corporate image and customer satisfaction.