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

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Nguyen Quoc Cuong

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.

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Author Biography

Nguyen Quoc Cuong

Nguyen Quoc Cuong recently graduated from Assumption University, Graduate School of Business. This research was completed under the supervision of Assistant Professor Sirion Chaipoopirutana, Graduate School of Business