MINISTRY OF EDUCATION AND TRAINING STATE BANK OF VIETNAM BANKING UNIVERSITY HO CHI MINH CITY LE NGOC TRAM ANH THE INFLUENCE OF RELATIONSHIP MARKETING TO CREDIT CARD CUSTOMERS’ LOYALTY AT HO CHI MINH B[.]
MINISTRY OF EDUCATION AND TRAINING STATE BANK OF VIETNAM BANKING UNIVERSITY HO CHI MINH CITY LE NGOC TRAM ANH THE INFLUENCE OF RELATIONSHIP MARKETING TO CREDIT CARD CUSTOMERS’ LOYALTY AT HO CHI MINH BRANCH SHINHAN VIET NAM MAJOR: FINANCE AND BANKING MAJOR NUMBER: 7340201 GRADUATION THESIS HO CHI MINH - 2018 MINISTRY OF EDUCATION AND TRAINING STATE BANK OF VIETNAM BANKING UNIVERSITY HO CHI MINH CITY LE NGOC TRAM ANH THE INFLUENCE OF RELATIONSHIP MARKETING TO CREDIT CARD CUSTOMERS’ LOYALTY AT HO CHI MINH BRANCH SHINHAN VIET NAM MAJOR: FINANCE AND BANKING MAJOR NUMBER: 7340201 GRADUATION THESIS SUPERVISOR: PhD TRAN KIM LONG HO CHI MINH - 2018 iii ABSTRACT Author ANH, Tram Ngoc LE Title The influence of relationship marketing to credit card customers’ loyalty at Ho Chi Minh branch Shinhan Viet Nam Language English Instructor LONG, Kim TRAN Credit card products play an essential role in Shinhan Viet Nam’s business planning and profit and with the aim to gaining high qualify ANZ personal customers to pursue scope of becoming a top third bank in credit card field, Shinhan Viet Nam did an M&A with ANZ Viet Nam But after M&A happened, Shinhan bank, especially Ho Chi Minh branch, witnessed a significant increase in the number of withdraw customers, and an internal survey had been done with the results pointed out the decrease in loyalty was the main reason for this tendency Because the backbone of credit card products is a relationship between customers and the bank then relationship marketing had been chosen as a solution for this trend due to the aim of this is building, maintaining and enhancing a relationship with final purpose to get the loyalty of customers The aim of this study was to examine the influence of relationship marketing to the loyalty of credit card customers to see as if this is the key to solve problems of Ho Chi Minh branch and Shinhan Bank The study chose five underpinnings of relationship marketing including trust, commitment, communication, conflict handling and empathy as independent variables with loyalty as a dependent variable, by using questionnaire survey, Cronbach’s Alpha, Exploratory Factor Analysis and Regression test, this study gave a conclusion that all five underpinnings have a positive relationship with loyalty Additionally, trust, commitment and conflict handling were three underpinnings had strong affection with loyalty while communication and empathy had a weak one This confirmed that relationship marketing was one of the tools to solve loyalty problem at Ho Chi Minh branch, Shinhan Viet Nam Keywords: Relationship marketing, Credit Card, Loyalty, Ho Chi Minh branch Shinhan bank DECLARATION OF AUTHENCITY Full name: Le Ngoc Tram Anh Student class: HQ02-GE01, faculty of Banking and Finance, Banking University of Ho Chi Minh city Student code: 030630140298 I declare that this thesis has been composed solely by myself and that it has not been submitted, in whole or in part, in any previous application for a degree Except where states otherwise by reference or acknowledgment, the work presented is entirely my own Ho Chi Minh City, December 12th 2018 Author Le Ngoc Tram Anh ACKNOWLEDGEMENTS Frist of all, I would like to thank all lectures at Banking University of Ho Chi Minh City Your enthusiastic and devoted instruction helped me to improve not only my major knowledge but also soft skills which helps me a lot in doing the study Especially, my supervisor Mr Tram Kim Long who enthusiastically instructed and encouraged me to complete this graduation study, without you I have no direction and effort to persuade this study Last but not least, I want to express my grateful to my parents who always love unconditionaly and believe in my choices, my younger brother, friends who beside me at my up and down mood, Jerry Nguyen who teaches me a lot about dealing with stress problems Ho Chi Minh City, December 12th 2018 Author Le Ngoc Tram Anh TABLE OF CONTENT LIST OF TABLES AND FIGURES vii LIST OF ACRONYMS vi CHAPTER 1: INTRODUCTION 1.1 Research background 1.2 Research objectives 1.3 Research questions 1.4 Subject and Scope of research 1.4.1 Subject of study 1.4.2 Scope of the study 1.5 Analytical methods 1.6 Contributions of research 1.7 Study structure CHAPTER 2: LITERATURE REVIEW 2.1 Literature review 2.1.1 Customer Loyalty 2.1.2 Relationship marketing 2.2.3 Previous Research CHAPTER 3: DATA AND METHODOLOGY 15 3.1 Theoretical Model 15 3.2 Data description 18 3.3 Data analysis methods 20 3.3.1 Cronbach’s Alpha 20 3.3.2 Exploratory factor analysis (EFA) 20 3.3.3 Regression 21 3.4 Study process 21 3.5 Constructs variables 22 CHAPTER 4: STUDY RESULTS 27 4.1 Sample Description 27 4.2 Scale preliminary verification 29 4.2.1 Cronbach’s Alpha results 29 4.2.2 EFA results 32 4.3 Adjusted Model 36 4.4 Regression 38 4.4.1 Pearson correlation 38 4.4.2 Regression 39 4.4.3 Verify presumptions of the model 40 4.4.4 Fitness of the model 45 4.4.5 Result discussion 47 4.5 Relationship between geographic variable with loyalty 49 4.5.1 The relationship between Genre and Married Status with Loyalty 49 4.5.2 The relationship between Age, Study and Income level with Loyalty 51 CHAPTER 5: CONCLUSION, RECOMMENDATIONS AND LIMITATIONS 53 5.1 Conclusion and Recommendations 53 5.1.1 Group of strong affection 53 5.1.2 Group of weak affection 57 5.1.3 Other recommendation 58 5.2 Limitations and suggestion for further researches 58 REFERENCES 61 LIST OF ACRONYMS Abbreviations Full meaning EFA Exploratory Factor Analysis HCM Ho Chi Minh VND Viet Nam Dong SPSS Statistical package for Social Sciences RM Relationship Marketing KMO Kaiser-Meyer-Olkin LO Loyalty TR Trust CO Commitment COM Communication CF Conflict handling EM Empathy LIST OF TABLES AND FIGURES Name Page Figure 2.1: First Reference Theoretical framework 10 Figure 2.2: Second Reference Theoretical framework 11 Figure 2.3: Third Reference Theoretical framework 12 Figure 2.4: Fourth Reference Theoretical framework 13 Figure 3.1: Suggestion Theoretical framework 15 Figure 3.2: Study process 22 Table 4.1: Descriptive Statistics 28 Table 4.1.1: Reality of HCM’s branch 29 Table 4.2: Cronbach’s alpha results summarize 30 Table 4.3: RM’s First Rotated Component Matrixa test result 33 Table 4.4: RM’s Second Rotated Component Matrixa result 34 Table 4.5: RM’s KMO and Bartlett's Test result 35 Table 4.6: LO’s KMO and Bartlett's Test result 35 Table 4.7: LO’s Total Variance Explained result 35 Table 4.8: LO’s Component Matrixa result 36 Table 4.9: Adjusted scale 36 Table 4.10: Correlations test result 38 Table 4.11: Coefficientsa test result 41 Table 4.12: Model Summaryb 45 Table 4.13: Coefficientsa results 46 Table 4.14: Final hypothesis 47 Table 4.15: Relationship between Genre and Loyalty 50 Table 4.16: Males’ and Females’ loyalty 50 Table 4.17: Relationship between Married Status and Loyalty 51 LIST OF GRAPHS Graph 4.1: Scatterplot chart 41 Graph 4.2: Histogram chart 42 Graph 4.3: Normal P-P Plot of Regression standardized residual chart 43 ... loyalty of credit card customers Overall, thanks to the statements of the study ? ?The influence of Relationship Marketing to Credit Card Customers? ?? Loyalty at Ho Chi Minh branch, Shinhan Bank”, the. .. OF EDUCATION AND TRAINING STATE BANK OF VIETNAM BANKING UNIVERSITY HO CHI MINH CITY LE NGOC TRAM ANH THE INFLUENCE OF RELATIONSHIP MARKETING TO CREDIT CARD CUSTOMERS? ?? LOYALTY AT HO CHI MINH BRANCH. .. examine the influence of relationship marketing to the loyalty of credit card customers to see as if this is the key to solve problems of Ho Chi Minh branch and Shinhan Bank The study chose five