Introduction
Background
Over the last ten years, the financial services sector has experienced significant transformations, leading to a highly competitive marketplace with minimal growth in primary demand and heightened deregulation In this evolving landscape, the prevalence of longstanding and often inherited customer-bank relationships is diminishing.
& McDougall, 1996) Banking industry has traditionally operated in a stable environment for decades Today, this industry is facing fierce competition for market share Indeed, Huong Tra
In 2013, it was noted that the retail market in Vietnam is experiencing intense competition from banks, which, despite being in its early stages, plays a crucial role in the country's economic growth Retailers contribute approximately 14% to the GDP annually, with projections indicating this figure could rise to 23% by 2014 As a result, banks are beginning to understand that they cannot provide every product, prompting them to focus on retaining existing customers through innovative offerings.
Attracting new customers can be expensive, prompting managers to prioritize customer retention strategies that enhance loyalty According to Tariq and Moussaoui (2009), loyal customers tend to exhibit superior behavior compared to merely satisfied ones, as they are more likely to consistently repurchase products and services, ensuring long-term patronage.
Research problem
The retail banking sector in Vietnam is experiencing heightened competition, with the State Bank of Vietnam identifying six state-owned commercial banks, 38 urban commercial joint stock banks, 32 branches of foreign banks, and five joint venture banks Additionally, there are 17 finance companies and 54 representative offices of foreign banks operating in the market The entry of foreign banks has intensified the competition as both domestic and international institutions vie for new customers As customer relationships strengthen over time, profitability increases, highlighting the importance of customer retention in this competitive landscape.
(1990) stated, “companies can boost profits by almost 100% by retaining just 5% more of their customer” (p 2)
Foreign banks outshine Vietnamese banks in infrastructure, customer service, and technology, boasting a global network Consequently, it is crucial for managers at Vietnamese banks to grasp the factors that affect customer loyalty to enhance their competitive edge.
To enhance customer retention and attraction, it is essential to investigate the factors influencing customer loyalty in Vietnam's banking industry This study aims to identify these key factors, providing valuable insights that can assist banks in making informed decisions and selecting the most effective strategies to achieve their objectives.
Research questions
This research aims to identify the key factors influencing customer loyalty in the Vietnamese banking industry and to assess the impact of each factor on customer loyalty The study seeks to answer critical questions regarding these influences.
- What factors affect the customer loyalty in banking sector of Vietnamese?
- How is the relationship between these factors and customer loyalty in banking industry? Which will influence customer loyalty the most?
Research delimitations
This research examines individual customers in Ho Chi Minh City utilizing personal banking services across various banks, indicating that the findings may not be applicable to the entire Vietnamese population The study identifies five key factors influencing customer loyalty: corporate image, service quality, customer satisfaction, switching costs, and trust.
Contribution of the research
This research explores the factors influencing customer loyalty within the Vietnamese banking industry Loyal customers provide significant benefits, including increased profits, making it crucial for managers to integrate these findings into their future business strategies In Vietnam's transitional market, a deeper understanding of the elements that affect customer loyalty can lead to greater success for banks when applied effectively.
Outline of study
This research will be composed of 5 Chapters:
Chapter 1: Introduction to introduce research background, research problem, research question as well as research objective
Chapter 2: Literature review This chapter reviews theories and previous study, then formulates the research model and hypotheses
Chapter 3: Research methodology This chapter provides general idea how the research will be designed and implemented
Chapter 4: Data analysis, result and finding discussion This chapter translates data collected from survey, analyses data and discusses the result finding relating to theory
Chapter 5: Conclusion, implications, limitation This chapter concludes the research findings; provide further suggestion as well as research limitation.
Literature review
Customer loyalty
Customer loyalty has garnered significant attention in marketing literature, particularly regarding loyalty to brands, products, or services Defined as the tendency of consumers to repeatedly purchase from the same service provider, customer loyalty also reflects a positive perception of the relationship with that provider (Grembler and Brown, 1996, as cited in Cuong, Sirion & Howard).
Customer loyalty refers to a customer's commitment to a company, choosing it over competitors except in rare situations However, if the perceived value of the company's offerings diminishes and competitors present more attractive options, customers may shift their allegiance.
Dick and Basu (1994) stated that “customer loyalty is viewed as the strength of the relationship between an individual’s relative attitude and repeat patronage” (p.99) In a similar way, Oliver
Customer loyalty is defined as a strong commitment to consistently repurchase a preferred product or service, leading to repetitive buying behavior despite external influences and marketing strategies that may encourage switching (Donio, Massari, & Passiante, 2006) Beerli et al (2004) identified two distinct concepts of customer loyalty.
Loyalty driven by inertia occurs when consumers choose a brand out of habit, as it requires minimal effort However, these customers are likely to switch to a different brand if presented with a more convenient option.
True brand loyalty represents a deliberate choice to repeatedly purchase a specific brand, characterized by a strong commitment and a positive attitude towards it.
Inertia in consumer behavior occurs when individuals continue to purchase from the same brand not out of genuine loyalty, but due to the convenience of avoiding the search for alternatives (Beerli et al, 2004, p.255) This presents an opportunity for competitors to easily disrupt established buying patterns and attract new customers, as consumers may readily switch to similar brands if their preferred choice is unavailable Consequently, brand loyalty, often indicated by repeat purchases, is primarily driven by past satisfaction, which can foster a weak commitment due to the availability of convenient alternatives.
True brand loyalty, as defined by Oliver (1999), requires that all three decision-making phases align with a preferred brand First, consumers must rate brand attributes more favorably than those of competitors Second, this information must align with a positive emotional preference for the brand Finally, consumers should demonstrate a stronger intention to purchase the brand over alternatives Unlike inertia, where customers passively accept a brand, true brand loyalty involves an active choice driven by a favorable attitude towards the brand.
Customer loyalty is crucial for businesses as it enhances their value and helps keep costs down compared to acquiring new customers.
Factors affecting customer loyalty
Customer satisfaction is a crucial concept for marketers and consumer researchers, as it reflects a customer's feelings or attitudes toward a product or service post-use (Jamal, 2004; Cuong, Sirion & Howard, 2009) This complex idea has various definitions across different contexts According to Jamal and Naser (2002), satisfied customers are likely to continue purchasing, while dissatisfied customers tend to cease their purchases, highlighting the importance of understanding and enhancing customer satisfaction for business success.
(1996) confirmed and reinforced the idea that unsatisfactory customer “had a significant and dramatic drop in customer satisfaction, willingness to recommend to friend, and, conversely, an increase in consider switching” (p.18)
Trust is a fundamental element in any exchange relationship, defined as the willingness to rely on a partner with confidence in their reliability and integrity (Moorman, Deshpande, & Zaltman, 1993; Morgan & Hunt, 1994) It emerges when one party believes in the other’s integrity, leading to expected positive outcomes Rousseau et al (1998) further describe trust as a psychological state that involves accepting vulnerability based on positive expectations of another's intentions or behavior.
395) Consequently, because there is vulnerability, trustworthy parties would maintain a long- term relationship Garbarino and Johnson (1999) demonstrated that trust is an antecedent of loyalty
Service quality refers to the discrepancy between customer expectations and their actual experiences (Berry et al., 1988, cited in Tariq & Moussaoui, 2009) In the retail sector, it is assessed through interactions between customers and employees, emphasizing that quality evaluations encompass both the service outcome and the delivery process (Parasuraman, Zeithaml, & Berry, 1988) To measure service quality, Parasuraman et al (1985) introduced the SERVQUAL instrument, initially comprising ten dimensions, which were later refined into five key dimensions: tangibles, reliability, responsiveness, assurance, and empathy (Parasuraman et al., 1988).
Tangibles are the appearance of the physical facilities of the firms, employees, tools, equipment, and communication materials used to provide the service
Reliability is the ability to deliver the promised service to customers dependably and accurately
Responsiveness is readiness and willingness of employees to response the customer needs
Assurance is the ability to inspire trust and confidence through knowledge, civilly and reliability of the employees to customers
Empathy is a personalized attention the firm providing to a customer
Although many researchers used SERVQUAL to assess service quality in their studies, the reliability and validity of this measurement was debated by several authors Cronin and Taylor
In 1992, it was argued that the existing conceptualization and measurement of service quality, known as SERVQUAL, conflates satisfaction with attitude To address this issue, researchers introduced an alternative measurement tool called SERVPERF This study utilized the adapted version of SERVPERF to evaluate service quality.
Switching costs significantly influence brand loyalty, encompassing technical, financial, and psychological factors that deter customers from changing brands (Shergill and Bing, 2006; as cited in Afsar et al., 2010) High switching costs increase the likelihood of repeat purchases, as customers perceive a greater risk and expense associated with switching, which diminishes the attractiveness of alternative brands (Wernerfelt, 1991; Selnes, 1993; Klemperer, 1995; Ruyter et al., 1996; Anton Martín et al., 1998; as cited in Beerli et al., 2004).
Corporate image refers to the association that customers form in their minds regarding a corporation (Keller and Aaker, 1992; as cited in Tariq & Moussaoui, 2009) This mental representation allows customers to express their personal feelings about the corporation indirectly.
A positive retail image significantly influences customer behavior, encouraging repeat purchases According to Keaveney and Hunt (1992), customers develop a mental image of a bank based on their previous experiences with similar institutions, a concept rooted in category-based processing theory (as cited in Bloemer, Ruyter & Peeters, 1998) Furthermore, Andreassen and Lindestand (1998) assert that corporate image is a key predictor of customer loyalty.
Research model and hypotheses
In this research, dependent variable was Customer Loyalty Factors affecting customer loyalty are independent variables These are five independent variables in this research, those are:
Corporate Image, Perceived service quality, Customer Satisfaction, Switching Cost, and Trust A Conceptual model of proposed relationships is shown in Figure 2.1
Based on a review of the literature, it is hypothesized that a positive corporate image significantly influences customer loyalty Nguyen and LeBlanc (1998) emphasized that customers who perceive a financial institution favorably are more inclined to prefer and recommend it to others Therefore, we suggest that enhancing corporate image can lead to increased customer loyalty.
H1: There is a positive relationship between corporate image and customer loyalty
Research has demonstrated that high service quality significantly encourages customers to repurchase, thereby enhancing customer retention This indicates a strong positive relationship between service quality and customer loyalty.
H2: There is a positive relationship between perceived service quality and customer loyalty
Customer satisfaction plays a crucial role in fostering loyalty, leading customers to stay with their current providers for extended periods (Fox and Poje, 2002; as cited in Afsar et al., 2010) Furthermore, research by Ehigie (2006) highlights that customer satisfaction is a significant predictor of customer loyalty.
H3: There is a positive relationship between customer satisfaction and customer loyalty
Switching costs play a significant role in fostering customer loyalty by discouraging clients from changing providers Research indicates that higher switching costs positively influence customer loyalty, encouraging individuals to maintain their relationships with firms (Jones et al., 2002; as cited in Cuong, Sirion & Howard, 2009).
H4: There is a positive relationship between switching cost and customer loyalty
When customers trust a brand and feel confident in relying on it, they are more likely to develop a positive intention to purchase from that brand, as noted by Morgan and Hunt.
Brand trust fosters brand commitment by establishing valuable exchange relationships built on confidence This trust encourages long-term customer relationships, leading to an anticipated positive impact on customer loyalty.
H5: There is a positive relationship between trust and customer loyalty
This chapter reviews literature related to the variables in the conceptual model and proposes hypotheses to identify the factors influencing customer loyalty Chapter 3 will outline the methodology employed in this study.
Research method
Measurement scale
This study examines six key factors using measurement scales adapted from prior research A questionnaire was utilized for the quantitative analysis, employing a seven-point Likert scale where responses ranged from (1) strongly disagree to (7) strongly agree.
Loyalty is often assessed indirectly through an attitude scale, recognized by Berne (1997) as the most prevalent measurement method due to challenges in tracking repeated purchases (Beerli et al., 2004) The customer loyalty scale utilized in this study was adapted from the framework established by Beerli et al.
Table 3.1: Scales of customer loyalty
1 I do not like to change to another bank because I value the selected bank
2 I am a customer loyal to my bank
3 I would always recommend my bank to someone who seeks my advice
The scales measuring the corporate image were based on Lee (2004), it shows in Table 3.2
Table 3.2: Scales of corporate image
1 The bank has a clean reputation in general
2 The bank’s overall image is favorable
3 Many people are impressed with the bank
4 Overall, the bank is evaluated positively in the eyes of the public
5 My overall attitude and impression towards the bank are very pleasant
Perceived service quality, using a 20-item SERVPERF scale, was adapted from Beerli et al.,
In 2004, Beerli et al identified a second-order construct of service quality that includes five key components: tangibles, reliability, responsiveness, assurance, and empathy This scale is widely recognized and utilized, having been developed from extensive data across five service categories, including retail banking Research by Llorens Montes (1996), Yavas et al (1997), and Bloemer et al (1998) further supports the scale's effectiveness in interpreting perceived quality within the retail banking sector.
Table 3.3: Scales of perceived service quality
1 Physical facilities are attractive and comfortable
2 Bank has modern-looking equipment
3 Bank employees are tidy in appearance
4 Materials associated with the service are visually appealing at bank
5 Bank insists on error-free records
6 When you have a problem, bank shows a sincere interest in solving it
7 Bank employees solve your problems when they promise to do so
8 Bank provides its services at the time it promises to do so
9 Bank performs the service right the first time
10 Employees give you the prompt service
11 Employees are always willing to help you
12 Employees are never too busy to respond to your requests
13 Employees tell you exactly when services will be performed
14 Employees's behavior instills confidence in customers
15 Employees are constantly courteous to you
16 Employees have the knowledge to answer your questions
17 Bank gives you individual and personal attention
18 Bank has operating hours convenient to all its customers
19 Bank has your best interests at heart
20 Employees understand your specific needs
Scales items of customer satisfaction were adapted from Fornell’s (1992) scale According to Beerli et al., (2004), “Fornell’s (1992) scale incorporates the three aspects of satisfaction most widely used in the literature”
Table 3.4: Scales of customer satisfaction
1 Considering everything, I am extremely satisfied with my bank
2 My bank always meets my expectations
3 The overall quality of the services provided by my bank is excellent
Switching cost was measured with three items which derived from Beerli et al., (2004)
Table 3.5: Scales of switching cost
1 To change to another bank involves investing time in searching for information about other banks
2 To change to another bank involves much effort in deciding which other bank to use
3 To change to another bank involves a risk in choosing another bank which might turn out not to satisfy me
As executed in the research of Delgado-Ballester et al (2003), trust was measured through studies of answers to four questions(Tariq & Moussaoui,2009)
1 My bank meets my expectations
2 My bank never disappoints me
3 My bank is honest and sincere in addressing my concerns
4 I can rely on my bank to solve my problems
Measurement refinement
This research comprised two phases: a pilot study and a main survey The pilot phase included in-depth interviews and a quantitative pilot study aimed at refining and modifying the measures used While many constructs are well-documented in existing literature, it was essential to confirm their relevance and appropriateness for the specific context of this study.
In October 2012, qualitative research was conducted to ensure the accurate translation and understanding of measurement scales originally in English to Vietnamese This involved in-depth interviews with six consumers to capture their insights and perspectives.
This qualitative research conducted in Ho Chi Minh City focused on evaluating and adjusting the terminology used in a questionnaire to ensure its suitability and to maintain the integrity of measurement scales during the translation from English to Vietnamese The findings from this phase are outlined below.
The first suggestion on modifications to the questionnaire was to change “bank” or “my bank”to
“bank X” and added the question about name a bank which customers have used services or have known, in order to make it more specific and clearto the interviewees
The items "My bank always meets my expectations" related to customer satisfaction and "My bank meets my expectations" associated with trust were found to have similar meanings As a result, the majority of interviewees, specifically five out of six respondents, suggested eliminating the trust-related item, "My bank meets my expectations."
The measurement scale for switching costs was refined by replacing the item "To change to another bank involves a risk in choosing another bank which might turn out not to satisfy me" with "To change to another bank involves a risk in choosing another bank which might turn out not to satisfy me compared to bank X," as the original phrasing was found to be confusing for respondents Most interviewees expressed agreement with the measurement scales for other factors, including corporate image, service quality, customer satisfaction, switching costs, trust, and customer loyalty.
The questionnaire was then formed after the qualitative Study and its clarity was tested and confirmed through the survey with 87 customers Data collecting from the pilot study were
Sample and date collection
The analysis revealed that Trust1 and Trust2 were excluded due to their factor loadings being below the acceptable threshold of 0.5, with Trust1 at 0.487 and Trust2 at 0.484 Additionally, Trust3 was found to cluster with Customer Satisfaction Consequently, the final variables impacting customer loyalty are Corporate Image, Service Quality, Customer Satisfaction, and Switching Costs.
The study revealed that the perceived service quality among Vietnamese individuals is characterized by three key components, which contrasts with the five dimensions typically recognized As a result, the questionnaire was refined to create a final version for implementation in the subsequent main survey.
For effective Exploratory Factor Analysis (EFA), a data set should have a sample size exceeding 100 and be at least five times the number of variables being analyzed According to Hair et al (2006), this translates to a requirement of n > 100 and n = 5k, where k represents the number of variables.
This study includes 35 measurement items (assuming that no modification happens) which are
To determine the minimum sample size for a study involving 32 measurement items across four independent variables and three measurement items for one dependent variable, the calculation yields n = 5 * 35 = 175 According to Tabachnick and Fidell (2007), for standard multiple regression analysis, the recommended sample size should exceed n > 50 + 8m, where m represents the number of independent variables.
There are 4 independent variables in the main research So the minimum sample required to run multiple regression in this study is: n> 50 + 8*4 = 82 Thus, the minimum sample size is 175
The main survey commenced in October 2013, utilizing a revised questionnaire distributed through a convenience sampling method A total of 350 respondents, who utilized personal banking services from various banks in Ho Chi Minh City, were targeted to evaluate the measurement and conceptual model The questionnaires were delivered in hard copy to individuals pursuing a Master's degree alongside me, those enrolled at ISB, and colleagues of friends working at different companies in Ho Chi Minh City, including Vissan Limited Company and A&C Limited Company Ultimately, 270 responses were collected, although 18 were discarded due to an excess of neutral opinions exceeding half of the questions.
Collected data was then analyzed with SPSS software The process of data analysis was as follows:
Step (1): Data coding and entering to SPSS software
Step (2): Test reliability of measurement scales with Cronbach’s alpha analysis
Cronbach's Alpha is a crucial metric used to evaluate the reliability of measurement scales by examining the internal consistency among variables within the same construct A scale is deemed reliable when its Cronbach's alpha coefficient exceeds 0.7 (Pallant et al., 2005).
Step (3): Test relationship among factors with Exploratory Factor Analysis (EFA)
Norris and Lecavalier (2010) propose that Exploratory Factor Analysis (EFA) operates on a testable model, allowing for evaluation through fit indices that aid in model interpretation The primary aim of EFA is to uncover the latent constructs that exist beneath a collection of observable variables.
In order to assure the suitability of the data for factor analysis, the following conditions should be met (Pallant et, al, 2005):
The sample size should be appropriate: The sample size should be at least 150 and there should be a ratio of at least five cases for each variable
The factorability of data would be appropriate if:
- The Kaiser-Meyer-Olikin value (KMO) should be 0.6 or above
- The Bartlett’s test of sphericity should be statistically significant: p < 0.05
The number of factors were determined when:
- The components have an eigenvalue be 1 or more
- The total variance explained by these components should be above 50%
- Factor loading criteria should be 0.5 or above to ensure a practical significance
Step (4): Multiple regression analysis to see the impact of independent variables to dependent variables
The Multiple Linear Regression was used to test the research model and hypotheses in this study In accordance with Pallant (2005), the assumptions of a multiple regression are:
- The sample size is appropriate: n > 50 + 8m (where m = number of independent
- No the multiple linearity is found
- No outlines are found or in case they are, no significant impact of outlines is
- Normality and linearity should exist
All of these assumptions should be tested before digging into further data analysis
This chapter outlines the research methodology employed in the study, detailing the data sources, collection methods, and analytical processes It presents a comprehensive overview of the variables involved and describes how each item was revised and analyzed The subsequent chapter will focus on data analysis and discuss the key findings.
Data analysis and results
Pilot study
First of all, the data was tested Cronbach’s alpha and EFA in the pilot study that consisted of 87 respondents
Cronbach’s Alpha was computed and used Cronbach’s Alpha to inspect the reliability of the items in the questionnaire through the following coefficients:
Cronbach’s Alpha coefficient: the concept was relatively new research should be accepted scale Cronbach’s Alpha coefficient of 0.7 or higher
The correlation coefficient between the questions and the total score: the item was accepted when this ratio reached 0.3 or more
- Cronbach’s Alpha of CORPORATE IMAGE of the bank
The factor analysis revealed five items with a reliability alpha of 0.863, indicating strong internal consistency Each item's Corrected Item-Total Correlation exceeded 0.3, confirming that the items collectively form a reliable scale (refer to Appendix 2).
- Cronbach’s Alpha of SERVICE QUALITY of the bank
The factor analysis revealed 20 items with a Cronbach’s Alpha of 0.950, indicating reasonable internal consistency reliability Although the alpha would increase slightly to 0.951 or 0.952 if items SERQUA17 or SERQUA18 were removed, the Corrected Item-Total Correlation for each item exceeded 0.3, confirming their relevance and necessity in the scale Therefore, no items were deleted from the analysis (see Appendix 2).
- Cronbach’s Alpha of CUSTOMER SATISFACTION of the bank
The factor analysis revealed three items with a high alpha coefficient of 0.839, indicating strong internal consistency Additionally, each item's Corrected Item-Total Correlation exceeded 0.3, confirming that the items collectively form a reliable scale (refer to Appendix 2).
- Cronbach’s Alpha of SWITCHING COST of the bank
The factor analysis revealed three items with a Cronbach's alpha of 0.815, indicating strong internal consistency reliability Additionally, the Corrected Item-Total Correlation for each item exceeded 0.3, further confirming that the items collectively form a reliable scale (refer to Appendix 2).
- Cronbach’s Alpha of TRUST about the bank
The factor analysis revealed three items with an alpha coefficient of 0.866, indicating strong internal consistency Additionally, the Corrected Item-Total Correlation for each item exceeded 0.3, further supporting the reliability of the scale (refer to Appendix 2).
- Cronbach’s Alpha of CUSTOMER LOYALTY of the bank
This study assessed customer loyalty using three items, achieving a high alpha of 0.905 Each item's Corrected Item-Total Correlation exceeded 0.3, indicating that the items collectively form a scale with satisfactory internal consistency reliability (refer to Appendix 2).
The research model identified six groups of variables, comprising 37 observed factors that influence customer loyalty in the banking sector in Vietnam Following a reliability assessment of the scale, we performed exploratory factor analysis (EFA) utilizing Promax rotation to evaluate these 37 observed variables.
The KMO (Kaiser-Meyer-Olkin) and Bartlett’s test were utilized to assess the suitability of the survey data Additionally, the variables were categorized into two distinct groups: one focused on Service Quality and the other encompassing the remaining variables.
The KMO coefficient was 0.898, indicating good sampling adequacy, with a significance level of 0.000, which is less than the threshold of 0.05 The results of the Exploratory Factor Analysis (EFA) demonstrated both important and practical significance, as only observed variables with a factor weight greater than 0.5 were retained Additionally, the eigenvalues exceeded 1, and the cumulative Extraction Sums of Squared Loadings reached 66.692%, signifying that the three identified factors accounted for 66.692% of the variance in service quality (refer to Appendix 3).
The KMO and Bartlett’s statistic indicated that the dataset was appropriate for factor analysis, revealing a discrepancy with the five perceived service quality dimensions proposed by Cronin and Taylor (1992) based on the framework developed by Parasuraman et al (1988) This study identified three primary components of perceived service quality within the Vietnamese banking industry: "Tangibles" in Component 1, "Reliability" encompassing thirteen variables in Component 2, and "Empathy" represented by four variables in Component 3 The findings are summarized in Table 4.9 below.
Table 4.1: Summarized EFA analysis for Service quality in pilot study
Serqua4, Serqua5, Serqua6, Serqua7, Serqua 8, Serqua9, Serqua10, Serqua11, Serqua12, Serqua13, Serqua 14, Serqua15, Serqua16
Empathy Serqua17, Serqua18, Serqua19, Serqua20
The KMO coefficient was 0.867, exceeding the threshold of 0.5, and the significance level was 0.000, which is less than 0.05 This led to the rejection of the null hypothesis (Ho) that posited no correlation among the observed variables Consequently, it indicates that the observed variables are generally correlated, validating the appropriateness of conducting an Exploratory Factor Analysis (EFA).
The results of the Exploratory Factor Analysis (EFA) were deemed significant, leading to the retention of observed variables with a weighted factor greater than 0.5 Variables with a weighted factor below 0.5 were systematically eliminated from the analysis Upon reviewing the KMO and Rotated Component Matrix from the initial EFA, it was found that Trust1 and Trust2 had weights less than 0.5, prompting their removal After repeating the analysis, no observed variables remained with a weight below 0.5, confirming the final results.
The eigenvalues exceeded 1, indicating that the five factors accounted for 74.117% of the variance in the items, as shown by the Extraction Sums of Squared Loadings (see Appendix 4).
After removing items with weights less than 0.5, the variables remaining 15 items, extracted into four groups of items The end result when analyzing Exploratory Factor Analysis (EFA) for the
15 items are summarized and presented Table 4.12 below
Table 4.2: Summarized EFA analysis of the remaining variables in pilot study
Corporate image Corpima1, Corpima2, Corpima3, Corpima4, Corpima5
Customer satisfaction Customsatis1, Customsatis2, Customsatis3, Trust3
Switching cost Switching1, Switching2, Switching3
Customer loyalty Cusloy1, Cusloy2, Cusloy3
Based on the findings, the theoretical research model was revised to align with the previously suggested model in the Literature Review, omitting the TRUST variable and Hypothesis H5 The updated research model and hypotheses are illustrated in the accompanying figure.
Following this, hypotheses based on review of the literature are developed that are as follows:
H1: There is a positive relationship between corporate image and customer loyalty
Research indicates a strong positive correlation between perceived service quality and customer loyalty, suggesting that higher service standards lead to increased customer retention Additionally, customer satisfaction plays a crucial role in fostering loyalty, as satisfied customers are more likely to remain committed to a brand Furthermore, the presence of switching costs also enhances customer loyalty, as consumers are less inclined to change providers when faced with significant barriers.
Main survey
After Cronbach’s Alpha and EFA factor analysis had been used in the pilot study, main survey was carried out
A survey was conducted in Ho Chi Minh City, Vietnam, targeting customers aged twenty and older, with 350 invitations sent out Out of the 270 responses received, 18 were deemed invalid due to over 50 percent of the answers being neutral, potentially skewing the analysis Consequently, the number of valid responses was 252.
The descriptive analysis of the respondent profile reveals that out of 252 participants, 55.56% were female and 44.44% were male A significant majority, 59.13%, fell within the age range of 25 to 35 years, while 32.14% were under 25 years, 7.94% were between 36 and 45 years, and only 0.79% were over 45 years.
The study's participants had an average age of 46 years, with 25.40% married, 73.81% single, and 0.79% identifying as others Educationally, 1.98% had a high school diploma, 71.83% held a university degree, and 26.19% fell into other categories Occupation-wise, 13.10% were students, 60.32% were office staff, 14.68% held managerial positions, and 11.90% were classified as others Regarding monthly income, 24.21% earned less than a specified threshold.
A survey of 252 respondents revealed diverse income levels, with 44.44% earning between 6 and 10 million VND, and only 8.33% earning more than 20 million VND The analysis of banking preferences indicated that 32.94% primarily used Vietcombank, followed by 20.24% with Vietinbank, and 12.70% with ACB Additionally, 24.60% opened checking accounts, while 30.95% operated savings accounts, and a significant 78.17% possessed money cards Only 0.4% held bonds, and 1.98% utilized other bank products Notably, 24% of respondents had been with their banks for over five years, with 67.86% managing accounts at multiple banks The motivations for choosing banks included 39.29% influenced by recommendations from friends or relatives, while 50.79% joined through various other means, including advertising, which accounted for only a small percentage of new clients.
Number of years being with its bank
Number of its banks More than one bank 171 67,86%
Means of joining its bank
Appendix 6 showed the result of Cronbach’s alpha of each scale In each construct, the alpha values of the overall constructs were higher than the alpha if item deleted All the values of Cronbach’s alpha were from 0.861 (switching cost) to 0.961 (service quality) That meant the data was good for conducting exploratory factor analysis (see Appendix 6)
The main study analyzed customer loyalty in Vietnam's banking industry using a research model consisting of five groups of items, encompassing 35 observed variables Principal component analysis was conducted with the Varimax rotation method, and the compatibility of the survey was assessed using KMO (Kaiser-Meyer-Olkin) and Bartlett’s test The variables were categorized into two groups for analysis: one focused on service quality and the other on the remaining variables.
The KMO coefficient was 0.953, indicating excellent sampling adequacy, with a significance level of 0.000, which is less than the threshold of 0.05 The results of the Exploratory Factor Analysis (EFA) demonstrated both important and practical significance, retaining only those observed variables with a weighted factor greater than 0.5 Additionally, the eigenvalues exceeded 1, and the cumulative Extraction Sums of Squared Loadings reached 70.958%, signifying that the three identified factors accounted for a substantial 70.958% of the variance in service quality.
Service quality still remained 20 items, but Tangibles component included one more item- service quality4 Thus, the end results were summarized and presented Table 4.3 below
Table 4.4: Summarized EFA analysis for Service quality in main survey
Tangibles Serqua1, Serqua2, Serqua3, Serqua 4
Serqua5, Serqua6, Serqua7, Serqua 8, Serqua9, Serqua10, Serqua11, Serqua12, Serqua13, Serqua 14, Serqua15, Serqua16
Empathy Serqua17, Serqua18, Serqua19, Serqua20
The KMO coefficient was found to be 0.887, exceeding the threshold of 0.5, and the significance level was 0.000, which is less than 0.05 This leads to the rejection of the null hypothesis (Ho), which posited that there is no correlation between the observed variables Consequently, it indicates that the observed variables are correlated, making the use of Exploratory Factor Analysis (EFA) suitable for this study.
The results of the Exploratory Factor Analysis (EFA) indicated significant practical relevance, leading to the retention of only those observed variables with a weighted factor greater than 0.5 Consequently, variables with a weighted factor below this threshold were systematically eliminated from the analysis The KMO and Rotated Component Matrix results confirmed that no observed variable had a weight below 0.5 Additionally, the eigenvalues exceeded 1, and the Extraction Sums of Squared Loadings revealed a cumulative variance explanation of 76.533%, indicating that the four retained factors accounted for this proportion of the variance in the items analyzed (see Appendix 8).
The variables still remained 15 items, extracted into four groups of items The end result when analyzing Exploratory Factor Analysis (EFA) for the 15 items were summarized and presented Table 4.4 below
Table 4.5: Summarized EFA analysis for the remaining variables in main survey
Corporate image Corpima1, Corpima2, Corpima3, Corpima4, Corpima5
Customer satisfaction Customsatis1, Customsatis2, Customsatis3, Trust3
Switching cost Switching1, Switching2, Switching3
Customer loyalty Cusloy1, Cusloy2, Cusloy3
Multiple regression analysis examines the relationship between a dependent variable and two or more independent variables It quantifies how these independent variables collectively influence the dependent variable When the p-value is less than 0.05, it indicates a significant relationship, suggesting that the independent variables do affect the dependent variable; otherwise, no relationship exists This method is essential for hypothesis testing in statistical analysis.
Multiple regression analysis: Corporate Image, Service Quality, Customer Satisfaction and Switching Cost are the independent variables and Customer Loyalty is the dependent variable
Testing Assumptions of Multiple regression:
The following multiple regression would be used to test assumptions in this research model Assumption 1: A linear relationship
Based on the graphs in Appendix 3, each independent variable had a linear relationship with the dependent variable (see Appendix 6)
Homoscedasticity refers to the condition where the variance of errors remains consistent across all levels of the independent variable (X) This can be assessed using a scatter plot that compares standardized residuals with standardized predicted values When the residuals are randomly distributed around a horizontal line at zero, it indicates that the variance is stable, thereby confirming that the assumption of homoscedasticity holds true.
Cusloy Corpima Serqua Customsatis Switching
Cusloy Corpima Serqua Customsatis Switching
B Std Error Beta Zero-order Partial Part Tolerance VIF
To assess multicollinearity among independent variables, cut-off points of 0.1 for Tolerance values and 10 for Variance Inflation Factor (VIF) values are used The analysis reveals that all independent variables exhibit Tolerance values exceeding the 0.1 threshold (Corporate image: 0.521, Service quality: 0.401, Customer satisfaction: 0.619, Switching cost: 0.672) and VIF values below 3.0 (Corporate image: 1.921, Service quality: 2.497, Customer satisfaction: 1.615, Switching cost: 1.488) This indicates a lack of correlation among the independent variables, confirming that no multicollinearity violations exist (refer to Table 4.7).
Assumption 4: The data had no significant outliers or influential points
Assumption 5: Normality of the residuals
Because the dots were scattered, it indicates the data met the assumptions of the errors being normally distributed and the variances of the residuals being constant (see Appendix 9)
As all the assumptions of multiple regression were met, a further analysis on regression results were proceeded to test the research hypotheses
Testing hypotheses on the impact of factors on customer loyalty:
According to the results presented in Table 4.8, the regression analysis indicates a significant relationship between the dependent variable, customer loyalty (Cusloy), and four independent variables: corporate image (Corpima), service quality (Serqua), customer satisfaction (Customsatis), and switching cost (Switching) The adjusted R² value of 0.419 reveals that these four factors collectively explain 41.9 percent of the variance in customer loyalty.
Std Error of the Estimate Durbin-Watson
1 654 a 428 419 3.04181 2.086 a Predictors: (Constant), Switching, Customsatis, Corpima, Serqua b Dependent Variable: Cusloy
Model Sum of Squares df Mean Square F Sig
A recent analysis revealed that a combination of corporate image, service quality, customer satisfaction, and switching costs significantly predicts customer loyalty, with a p-value of less than 0.001 indicating strong statistical significance.
The hypotheses testing results were summarized in Table 4.6 There was one hypotheses H2 that was not supported (p>0.05) And three hypotheses H1, H3, H4 were supported, in which H3 was strongly supported
Table 4.9: Summary of Hypotheses testing results
Coefficients (Beta) sig Tested results
H1 There is a positive relationship between corporate image and customer loyalty 146 029 Supported
There is a positive relationship between perceived service quality and customer loyalty
H3 There is a positive relationship between customer satisfaction and customer loyalty 559 000 Supported
H4 There is a positive relationship between switching cost and customer loyalty 176 003 Supported
The data collected confirmed Hypothesis 1, indicating that consumers with a positive perception of the bank's image are more likely to exhibit loyalty towards the institution This finding aligns with the research by Tariq and Moussaoui (2009), which highlighted the importance of corporate image in fostering customer loyalty within the Moroccan banking sector.
Conclusion and implications
Conclusion
This study aims to identify the key factors influencing customer loyalty within the Vietnamese banking industry, summarizing the theoretical conclusions in the subsequent sections.
This study identifies five key factors influencing customer loyalty in the banking industry, which were subsequently narrowed down to four primary determinants An analysis of data collected from customers revealed significant insights into the importance of these factors in shaping overall customer loyalty.
Firstly, the study contributes to our understanding of customer loyalty in the Vietnamese banking industry and its factors by examining their variables and their relationships
Secondly, the relationship between customer loyalty and its factors are tested And it gives opportunity for managers to choose an appropriate strategy for their organizations
The study indicates that while service quality does not influence customer loyalty, customer satisfaction plays a crucial role, exhibiting the strongest positive effect on loyalty Furthermore, the findings highlight that satisfaction's impact on loyalty significantly surpasses that of corporate image and switching costs, making it the primary factor for managers aiming to enhance customer loyalty.
Managerial implications
This research explores the factors influencing customer loyalty within the Vietnamese banking industry, highlighting the significant benefits that loyal customers bring, such as increased profits In Vietnam's transitional market, understanding these factors is crucial for banks to enhance their success The findings of this study provide valuable insights for managers to incorporate into their future business strategies, helping them to establish new goals and improve customer retention.
First, the results of this study shows that customer satisfaction in the banking industry is the most positive and powerful impact on the loyalty of customer
Customer satisfaction is essential for fostering loyalty in the banking sector, prompting managers to implement effective training programs for employees to enhance communication and responsiveness to customer complaints To retain customers, banks must adopt targeted strategies that prioritize customer satisfaction, as satisfied clients are less likely to switch to competitors Additionally, managers should recognize and address not only the basic needs of customers but also offer extra benefits Regularly soliciting customer feedback is crucial for understanding their evolving preferences and making necessary adjustments to services.
Switching costs play a crucial role in customer loyalty, ranking as the second most influential factor in this regard When customers feel uncertain about selecting a new bank, they tend to hesitate and invest more time in making a decision This careful consideration often leads them to remain with their current bank, as they weigh the potential risks of dissatisfaction with a new option Consequently, customers are more likely to maintain their long-term relationship with their existing bank rather than risk a hasty switch.
A strong corporate image significantly enhances customer loyalty, which is crucial for bank managers in developing effective brand-building strategies Success in brand building is evident when a bank's image stands out distinctly from its competitors To achieve this, banks should execute well-organized marketing campaigns aimed at positively shaping customer perceptions of their brand.
Limitations of study and future research
This study, while valuable, has several limitations that should be noted Firstly, being cross-sectional, it captures a specific timeframe, suggesting the need for longitudinal research to explore variable relationships over time Secondly, the focus on personal banking customers in Ho Chi Minh City limits the sample's representation of the broader Vietnamese banking industry Additionally, the analysis was restricted to only four elements of customer loyalty, indicating potential for further research to include other variables that may significantly impact bank customer loyalty Lastly, the technical analysis employed was limited, resulting in the hypothesis regarding service quality's effect on customer loyalty not being supported, contrary to previous studies Future research should consider alternative technical analyses, such as structural equation modeling, which can effectively estimate complex relationships between variables and account for measurement errors.
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Vietnam commercial banking report Q2 2013 (2013) Business Monitor International Retrieved from www.businessmonitor.com
Questionnaire
I am Trần Nguyễn Anh Tuấn, as a graduate student of UEH's International School of Business (ISB)
I am currently conducting a research on "Factors affecting customer loyalty in the Vietnamese banking industry"
I would like appreciate your support if you spend a few minutes on filling in this questionnaire
At the same time, I am committed to the information you provide will be kept confidential
If you have any contributions, comments or concerns to the survey results, you may be able to send mail to my email address: tuantranqtkd32@gmail.com
Sincerely thank you for your support!
Part I: Please check the right answers (only one answer for question "a" and "c") a Which bank do you most often deal with?
(This bank is symbolized as "bank X" for the following answers) b What types of bank's products do you have?
⧠ Checking accounts ⧠ saving accounts ⧠ Money cards (ATM card)
⧠ Credit products ⧠ Bonds ⧠ Others c How long have you with your bank?
⧠ More than 5 years d Currently, are you dealing with only one bank?
⧠ Yes ⧠ No e How have you decided to join your bank?
⧠ Friend's or relative's recommendation ⧠ Others
Part II With the following statements, please check cross (X) the number that most fits your opinion
(Anchored by: 1 Strongly disagree; 2 Disagree; 3 Disagree somewhat; 4 Neutral; 5 Agree somewhat;
1 Bank X has a clean reputation in general 1 2 3 4 5 6 7
2 Bank X’s overall image is favorable 1 2 3 4 5 6 7
3 Many people are impressed with bank X 1 2 3 4 5 6 7
4 Overall, bank X is evaluated positively in the eyes of the public 1 2 3 4 5 6 7
5 My overall attitude and impression towards bank X are very pleasant 1 2 3 4 5 6 7
6 Physical facilities are attractive and comfortable 1 2 3 4 5 6 7
7 Bank X has modern-looking equipment 1 2 3 4 5 6 7
8 Bank X employees are tidy in appearance 1 2 3 4 5 6 7
9 Materials associated with the service are visually appealing at bank
10 Bank X insists on error-free records 1 2 3 4 5 6 7
11 When you have a problem, bank X shows a sincere interest in solving it 1 2 3 4 5 6 7
12 Bank X employees solve your problems when they promise to do so 1 2 3 4 5 6 7
13 Bank X provides its services at the time it promises to do so 1 2 3 4 5 6 7
14 Bank X performs the service right the first time 1 2 3 4 5 6 7
15 Employees give you the prompt service 1 2 3 4 5 6 7
16 Employees are always willing to help you 1 2 3 4 5 6 7
17 Employees are never too busy to respond to your requests 1 2 3 4 5 6 7
18 Employees tell you exactly when services will be performed 1 2 3 4 5 6 7
19 Employees' behavior instills confidence in customers 1 2 3 4 5 6 7
20 Employees are constantly courteous to you 1 2 3 4 5 6 7
21 Employees have the knowledge to answer your questions 1 2 3 4 5 6 7
22 Bank X gives you individual and personal attention 1 2 3 4 5 6 7
23 Bank X has operating hours convenient to all its customers 1 2 3 4 5 6 7
24 Bank X has your best interests at heart 1 2 3 4 5 6 7
25 Employees understand your specific needs 1 2 3 4 5 6 7
26 Considering everything, I am extremely satisfied with bank X 1 2 3 4 5 6 7
27 Bank X always meets my expectations 1 2 3 4 5 6 7
28 The overall quality of the services provided by bank X is excellent 1 2 3 4 5 6 7
29 I can rely on bank X to solve my problems 1 2 3 4 5 6 7
30 To change to another bank involves investing time in searching for information about other banks 1 2 3 4 5 6 7
31 To change to another bank involves much effort in deciding which other bank to use 1 2 3 4 5 6 7
32 To change to another bank involves a risk in choosing another bank which might turn out not to satisfy me compared to bank X 1 2 3 4 5 6 7
33 I do not like to change to another bank because I value the selected bank 1 2 3 4 5 6 7
34 I am a customer loyal to bank X 1 2 3 4 5 6 7
35 I would always recommend bank X to someone who seeks my advice 1 2 3 4 5 6 7
Part III: Personal information (Please check one answer) a
⧠ Maried ⧠ Single ⧠ Other d Education level
⧠ Managerial level ⧠ Other f Income per month (million VND)
BẢNG CÂU HỎI KHẢO SÁT
Xin chào các Anh/ Chị,
Tôi là Trần Nguyễn Anh Tuấn - hiện là học viên cao học của Viện Đào Tạo Quốc Tế (ISB) – Trường Đại Học Kinh Tế Thành phố Hồ Chí Minh
Hiện nay, tôi đang tiến hành nghiên cứu về các yếu tố ảnh hưởng đến sự trung thành của khách hàng trong ngành ngân hàng tại Việt Nam Nghiên cứu này nhằm xác định những yếu tố quan trọng giúp tăng cường lòng trung thành của khách hàng, từ đó đề xuất giải pháp cải thiện dịch vụ ngân hàng.
Chúng tôi rất mong anh/chị dành thời gian hoàn thành bảng khảo sát dưới đây Xin cam kết rằng mọi thông tin mà anh/chị cung cấp sẽ được bảo mật hoàn toàn.
Nếu có những đóng góp, ý kiến hoặc quan tâm đến kết quả khảo sát, Anh/ Chị có thể gửi mail cho tôi đến địa chỉ email: tuantranqtkd32@gmail.com
Xin vui lòng đánh dấu vào ô mà bạn chọn (lưu ý rằng chỉ được chọn một câu trả lời cho câu a và câu c) Câu hỏi đầu tiên yêu cầu bạn cho biết ngân hàng mà bạn đang sử dụng thường xuyên nhất.
(Ngân hàng này được ký hiệu là Ngân hàng X cho các câu trả lời sau) b Loại sản phẩm nào bạn đang có ở ngân hàng?
⧠ Tài khoản thanh toán ⧠ Tài khoản tiết kiệm ⧠ Tài khoản tiền gửi (thẻ ATM)
⧠ Thẻ tín dụng ⧠ Trái phiếu ⧠ Khác…… c Bạn có quan hệ giao dịch với ngân hàng của bạn được bao lâu?
⧠ Nhiều hơn 5 năm d Hiện tại, bạn chỉ giao dịch với chỉ duy nhất 1 ngân hàng?
⧠ Phải ⧠ Không phải e Bạn biết ngân hàng của mình qua phương tiện gì?
⧠ Báo ⧠ Tạp chí ⧠ TV/ Radio
⧠ Giới thiệu của bạn bè hoặc người thân ⧠ Khác…
Phần II Xin vui lòng đánh dấu "X" để thể hiện mức độ đánh giá của bạn cho các câu sau (chỉ chọn 1 câu trả lời) Quy ước đánh giá như sau: 1 Hoàn toàn không đồng ý; 2 Không đồng ý; 3 Hơi không đồng ý; 4 Trung hòa (không có ý kiến); 5 Hơi đồng ý; 6 Đồng ý; 7 Hoàn toàn đồng ý.
Các chỉ tiêu đánh giá Mức độ đồng ý
1 Ngân hàng X có danh tiếng tốt 1 2 3 4 5 6 7
2 Hình ảnh tổng thể của ngân hàng X có triển vọng 1 2 3 4 5 6 7
3 Nhiều người có ấn tượng với ngân hàng X 1 2 3 4 5 6 7
4 Nhìn chung, ngân hàng X được đánh giá là tích cực trong con mắt của công chúng 1 2 3 4 5 6 7
5 Thái độ và ấn tượng của bạn đối với ngân hàng X rất là vừa ý 1 2 3 4 5 6 7
6 Cơ sở vật chất trông thu hút và thoải mái 1 2 3 4 5 6 7
7 Thiết bị của ngân hàng X trông hiện đại 1 2 3 4 5 6 7
8 Nhân viên của ngân hàng X ăn mặc tươm tất 1 2 3 4 5 6 7
9 Những tài liệu liên quan đến dịch vụ tại ngân hàng X hấp dẫn trực quan 1 2 3 4 5 6 7
10 Ngân hàng X thực hiện dịch vụ chính xác 1 2 3 4 5 6 7
11 Ngân hàng X thể hiện sự quan tâm chân thành trong việc giải quyết vấn đề khó khăn của bạn 1 2 3 4 5 6 7
12 Nhân viên ngân hàng X giải quyết công việc đúng hạn 1 2 3 4 5 6 7
13 Ngân hàng X thực hiện đúng tất cả cam kết của mình trước khách hàng 1 2 3 4 5 6 7
14 Ngân hàng X thực hiện dịch vụ đúng ngay từ đầu 1 2 3 4 5 6 7
15 Nhân viên cung cấp cho bạn dịch vụ nhanh chóng 1 2 3 4 5 6 7
16 Nhân viên luôn sẵn lòng giúp đỡ bạn 1 2 3 4 5 6 7
17 Nhân viên không bao giờ quá bận rộn đến nỗi không đáp ứng yêu cầu của bạn 1 2 3 4 5 6 7
18 Nhân viên cho bạn biết chính xác khi nào dịch vụ sẽ được thực hiện 1 2 3 4 5 6 7
19 Hoạt động của nhân viên cho khách hàng sự tin tưởng 1 2 3 4 5 6 7
20 Nhân viên luôn luôn lịch sự với bạn 1 2 3 4 5 6 7
21 Nhân viên có kiến thức để trả lời câu hỏi của bạn 1 2 3 4 5 6 7
22 Ngân hàng X luôn quan tâm tìm hiểu tâm tư nguyện vọng của bạn 1 2 3 4 5 6 7
23 Thời gian hoạt động của ngân hàng X thuận tiện cho tất cả các khách hàng 1 2 3 4 5 6 7
24 Ngân hàng X đặt lợi ích của bạn lên trên hết 1 2 3 4 5 6 7
25 Nhân viên hiểu rõ nhu cầu cụ thể của bạn 1 2 3 4 5 6 7
26 Xem xét tất cả mọi thứ, bạn rất hài lòng với ngân hàng X 1 2 3 4 5 6 7
27 Ngân hàng X luôn luôn đáp ứng mong đợi của bạn 1 2 3 4 5 6 7
28 Chất lượng tổng thể của các dịch vụ được cung cấp bởi ngân hàng X là tuyệt vời 1 2 3 4 5 6 7
29 Bạn có thể tin cậy vào ngân hàng X khi giải quyết những vấn đề của bạn 1 2 3 4 5 6 7
30 Việc thay đổi ngân hàng liên quan đến việc đầu tư thời gian để nghiên cứu thông tin về những ngân hàng khác 1 2 3 4 5 6 7
31 Việc thay đổi ngân hàng đòi hỏi nhiều nỗ lực trong việc quyết định chuyển sang ngân hàng khác 1 2 3 4 5 6 7
Việc thay đổi ngân hàng có thể mang lại rủi ro, đặc biệt khi bạn lựa chọn một ngân hàng khác mà không đáp ứng được nhu cầu của bạn như ngân hàng X.
33 Bạni không thích thay đổi ngân hàng bởi vì bạn coi trọng ngân hàng đã được lựa chọn 1 2 3 4 5 6 7
34 Bạn là một khách hàng trung thành đối với ngân hàng X 1 2 3 4 5 6 7
35 Bạn luôn luôn giới thiệu ngân hàng X đối với người cần sự tư vấn của mình 1 2 3 4 5 6 7
Part III: Thông tin cá nhân (Xin vui lòng chỉ chọn 1 câu trả lời) a.Giới tính
⧠ Dưới 25 ⧠ 25-35 ⧠ 36-46 ⧠ Trên 46 c Tình trạng hôn nhân
⧠ Đã kết hôn ⧠ Độc thân ⧠ Khác d Trình độ học vấn
⧠ Tốt nghiệp Đại học ⧠ Khác e Nghề nghiệp
⧠ Sinh viên ⧠ Nhân viên văn phòng
⧠ Quản lý ⧠ Khác f.Thu nhập bình quân mỗi tháng (triệu đồng)
Xin chân thành cám ơn Anh (Chị) về sự giúp đỡ n ày!
Reliability analysis in Pilot study
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