(Luận văn) factors affecting customer loyalty in the vietnamese banking industry

UNIVERSITY OF ECONOMICS HO CHI MINH CITY to tn International School of Business gh p ie w n ad lo th yj Tran Nguyen Anh Tuan an lu la ip uy n va tz n oi m ll fu FACTORS AFFECTING CUSTOMER LOYALTY IN THE VIETNAMESE BANKING INDUSTRY z ht vb k jm om l.c gm MASTER OF BUSINESS (Honours) an Lu n va re y te th Ho Chi Minh City – Year 2014 to tn UNIVERSITY OF ECONOMICS HO CHI MINH CITY gh p ie International School of Business w n ad lo th yj an lu la ip uy Tran Nguyen Anh Tuan n va FACTORS AFFECTING CUSTOMER LOYALTY IN THE VIETNAMESE BANKING INDUSTRY tz n oi m ll fu z ht vb k jm gm ID: 22110077 om l.c n va SUPERVISOR: DINH THAI HOANG an Lu MASTER OF BUSINESS (Honours) re y te th Ho Chi Minh City – Year 2014 to ABSTRACT tn gh With a population of 91 million consumers and economic growth rate averaged 6.57 percent p ie from 2006 until 2012, Vietnam has been an attractive foreign investment destination Therefore, w the competition has been gradually increasing Banking industry is no exception as it has high n ad lo interaction with the customers, so managers have to understand the factors which influence the th yj loyalty of customers towards their respective banks According to Afsar et al., (2010), “it is uy always costly to attract new customers, so the managers always try to find ways to retain their la ip current customers and focus on different factors which enhances the customer loyalty among the an lu customers of the organizations” n va Based on that, the study was carried out to reveal the impact of corporate image, service quality, m ll fu customer satisfaction, switching cost and trust on customer loyalty in the Vietnamese banking tz n oi industry This study gathered survey data from a convenience sample of 252 consumers are living and z ht vb working in Ho Chi Minh City The results demonstrate that corporate image, customer k jm satisfaction and switching cost have positive relationships with customer loyalty The gathered from the respondents om l.c gm relationships of these factors are studied and the SPSS software is used to analyze the data an Lu n va re y te th i to ACKNOWLEDGMENTS tn gh I would like to express my sincere thankfulness to my research advisor, Prof Dinh Thai Hoang p ie for his support throughout the research process He had devoted his valuable time and efforts in w patiently guiding me to complete this study I would like to convey my special thanks to him for n ad lo his assistance and encouragement th I would like to express my gratitude to all ISB staffs that supported necessary materials and yj ip uy helped summit my papers Especially, I would like to give my special thanks my family for an lu la supporting me spiritually throughout my life I thank my friends and colleagues who provided much needed inspiration and support during this n va time m ll fu Ho Chi Minh City, Viet Nam tz n oi z ht vb Tran Nguyen Anh Tuan k jm om l.c gm an Lu n va re y te th ii to TABLE OF CONTENTS tn gh Abstract i p ie Acknowledgments ii w Tables of content iii n ad lo List of tables vi th List of figures vii yj ip uy Chapter 1: Introduction an lu la 1.1 Background 1.2 Research problem n va 1.3 Research questions m ll fu 1.4 Research delimitations n oi 1.5 Contribution of the research tz 1.6 Outline of study z Chapter 2: Literature review ht vb 2.1 Customer loyalty jm k 2.2 Factors affecting customer loyalty gm 2.2.1 Customer satisfaction l.c om 2.2.2 Trust Lu 2.2.3 Service quality an n va 2.2.4 Switching cost re 2.2.5 Corporate image y te 2.3 Research model and hypotheses th Chapter 3: Research method 12 iii (Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry to 3.1 Research process 12 tn gh 3.2 Measurement scale 14 p ie 3.2.1 Customer loyalty 14 w 3.2.2 Corporate image 14 n ad lo 3.2.3 Perceived service quality 14 th 3.2.4 Customer satisfaction 15 yj ip uy 3.2.5 Switching cost 16 an lu la 3.2.6 Trust 16 3.3 Measurement refinement 16 n va 3.3.1 Qualitative research 17 m ll fu 3.3.2 Quantitative pilot research 17 n oi 3.4 Sample and date collection 18 tz 3.4.1 Sample size 18 z 3.4.2 Sampling 19 ht vb 3.4.3 Data analysis methods 19 jm k Chapter 4: Data analysis and results 22 gm 4.1 Pilot study 22 l.c om 4.1.1 Cronbach’s alpha 22 Lu 4.1.2 Exploratory factor analysis 23 an y te 4.2.2 Cronbach’s alpha 28 re 4.2.1 Descriptive analysis 26 n va 4.2 Main survey 26 th 4.2.3 Exploratory factor analysis 28 iv (Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry (Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry to 4.2.4 Regression analysis 30 tn gh Chapter 5: Conclusion and implications 36 p ie 5.1 Conclusion 36 w 5.2 Managerial implications 36 n ad lo 5.3 Limitations of study and future research 38 th References 40 yj ip uy Appendices 43 an lu la Appendix 1: Questionnaire 43 Appendix 2: Reliability analysis in Pilot study 49 n va Appendix 3: EFA result of service quality in pilot study 53 m ll fu Appendix 4: EFA result of the remaining variables in pilot study 55 n oi Appendix 5: Descriptive analysis 58 tz Appendix 6: Reliability in main study 59 z Appendix 7: EFA result of service quality in main study 61 ht vb Appendix 8: EFA result of the remaining variables in main study 63 jm k Appendix 9: Partial regression plot 65 gm Appendix 10: Homoscedasticity of residuals 67 l.c om Appendix 11: Charts of residual normality 68 an Lu n va re y te th v (Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry (Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry to LIST OF TABLES tn gh Table 3.1: Scales of customer loyalty p ie Table 3.2: Scales of corporate image w Table 3.3: Scales of perceived service quality n ad lo Table 3.4: Scales of customer satisfaction th Table 3.5: Scales of switching cost yj ip uy Table 3.6: Scales of trust an lu la Table 4.1: Summarized EFA analysis for Service quality in pilot study Table 4.2: Summarized EFA analysis of the remaining variables in pilot study n va Table 4.3: Service characteristics m ll fu Table 4.4: Summarized EFA analysis for Service quality in main survey n oi Table 4.5: Summarized EFA analysis for the remaining variables in main survey tz Table 4.6: Correlations z Tables 4.7: Coefficients k jm Table 4.9: Summary of Hypotheses testing results ht vb Table 4.8: Model summary and ANOVA om l.c gm an Lu n va re y te th vi (Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry (Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry to LIST OF FIGURES tn gh Figure 2.1: A conceptual model p ie Figure 3.1: Research process w Figure 4.1: A revised model n ad lo th yj an lu la ip uy n va tz n oi m ll fu z ht vb k jm om l.c gm an Lu n va re y te th vii (Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry (Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry to CHAPTER tn gh INTRODUCTION p ie This chapter introduces the background and problems of the research It then shows the research w questions that are needed to answer It also reviews the contribution and the structure of the n ad lo research th 1.1 Background yj ip uy During the past decade, the financial services sector has undergone drastic changes, resulting in a an lu la market place which is characterized by intense competition, little growth in primary demand and increased deregulation In the new market place, the occurrence of committed and often inherited n va relationships between a customer and his or her bank is becoming increasingly scarce (Levesque m ll fu & McDougall, 1996) Banking industry has traditionally operated in a stable environment for n oi decades Today, this industry is facing fierce competition for market share Indeed, Huong Tra tz (2013) stated, “Currently the retail market has witnessed fierce competition from banks in Viet z Nam Although this industry has developed in the early stages, it has been contributing ht vb significantly to the economic growth of the country On average, the contribution of retailers to jm k GDP is about 14% each year By 2014, the sector’s contribution to GDP will increase to 23%” gm Banks begin to realize that no bank can offer all products as every bank is trying hard to retain l.c om their existing customers with all sorts of innovation in their product According to Afsar et al., Lu (2010), “it is always costly to attract new customers, so the managers always try to find ways to an y te customer generally behaves better than a satisfied one and prefers to repurchase the products and re among the customers of the organizations” Tariq and Moussaoui (2009) stated that “a loyal n va retain their current customers and focus on different factors which enhances the customer loyalty th (Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry (Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry to Total Variance Explained of service quality in pilot study tn gh Initial Eigenvalues p ie Component w Cumulative % 10.546 52.728 52.728 10.546 52.728 52.728 6.762 33.808 33.808 1.764 8.820 61.548 1.764 8.820 61.548 3.312 16.558 50.366 1.029 5.143 66.692 1.029 5.143 66.692 3.265 16.325 66.692 ad lo n Rotation Sums of Squared Loadings % of Cumulative Total Variance % % of Variance Total Extraction Sums of Squared Loadings % of Cumulative Total Variance % th yj an lu la ip uy n va tz n oi m ll fu z ht vb k jm om l.c gm an Lu n va re y te th 54 (Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry (Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry to Appendix 4: EFA result of the remaining variables in pilot study tn gh -First-time running factor analysis p ie Total Variance Explained w n Rotation Sums of Squared Loadings Loadings Initial Eigenvalues ad lo Total th Component Extraction Sums of Squared % of Cumulative Variance % yj 47.866 Total 8.137 1.654 1.291 1.095 6.440 71.630 846 4.974 76.604 698 4.108 80.712 596 3.503 84.215 467 2.748 86.964 395 2.322 89.286 10 351 2.066 91.352 11 303 1.783 93.135 12 269 1.585 94.719 13 237 1.393 96.113 14 209 1.231 97.343 15 194 1.142 98.485 16 148 872 99.357 17 109 643 100.000 Cumulative Variance % Total % of Cumulative Variance % 47.866 8.137 47.866 47.866 3.447 20.276 20.276 9.732 57.598 1.654 9.732 57.598 3.314 19.495 39.771 7.592 65.190 1.291 7.592 65.190 2.953 17.370 57.142 1.095 6.440 71.630 2.463 14.488 71.630 an lu la ip uy % of n va tz n oi m ll fu z ht vb k jm om l.c gm Extraction Method: Principal Component Lu Analysis an n va re y te th 55 (Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry (Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry to tn gh a Rotated Component Matrix p ie Component w n Customer satisfaction 215 Customer satisfaction 712 161 308 183 Customer satisfaction 680 253 290 240 670 392 334 178 487 347 389 256 484 212 401 398 Corporate image 160 790 189 135 Corporate image 195 779 297 147 776 157 321 720 115 530 559 105 ad lo 865 th yj Trust uy Trust an lu la ip Trust n va Corporate image m ll fu Corporate image Corporate image 153 187 n oi 221 185 847 169 Customer loyalty 188 261 828 178 Customer loyalty 310 214 825 120 169 864 156 319 823 jm Switching cost 125 ht 233 vb Switching cost z Switching cost tz Customer loyalty 236 723 k Rotation Method: Varimax with Kaiser Normalization om l.c a Rotation converged in iterations gm Extraction Method: Principal Component Analysis an Lu -Final running factor analysis Kaiser-Meyer-Olkin Measure of Sampling Adequacy 792.499 105 Sig th df y te Approx Chi-Square 881 re Bartlett's Test of Sphericity n va KMO and Bartlett's Test 000 a Rotated Component Matrix 56 (Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry (Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry to tn Component gh p ie w 791 Corporate image 790 Corporate image 770 Corporate image 730 Corporate image 566 n Corporate image 3 ad lo 526 th 869 Customer satisfaction 734 yj Customer satisfaction ip uy Customer satisfaction 686 la Trust 420 628 an lu 847 Customer loyalty 835 Customer loyalty n va Customer loyalty 833 m ll fu Switching cost 828 n oi Switching cost 865 Switching cost 728 tz Extraction Method: Principal Component Analysis Rotation Method: Varimax with Kaiser Normalization z ht vb a Rotation converged in iterations Rotation Sums of Squared Loadings % of Cumulative Total Variance % 3.229 21.527 21.527 l.c Extraction Sums of Squared Loadings % of Cumulative Total Variance % 7.115 47.433 47.433 7.115 1.622 10.815 58.248 1.622 10.815 58.248 2.927 19.511 1.289 8.593 66.841 1.289 8.593 66.841 2.683 17.887 1.091 7.276 74.117 1.091 7.276 74.117 2.279 15.191 om % of Variance 47.433 Total Cumulative % 47.433 gm Component k Initial Eigenvalues jm Total Variance Explained Lu 41.038 an 58.925 va 74.117 n re y te th 57 (Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry (Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry to Appendix 5: Descriptive analysis tn gh Demographic profile of the respondents p ie Categories w n Gender ad lo th Age Male Female Below 25 25-35 36-46 Over 46 Married Single Other Elementary education High school University Other Student Frequency yj 60,32% 73,41% 37 30 61 112 38 20 21 14,68% 11,90% 24,21% 44,44% 15,08% 7,94% 8,33% 88,10% 100,00% 24,21% 68,65% 83,73% 91,67% 100,00% tz z ht vb k jm om l.c gm Managerial level Other or less 6-10 11-15 16-20 Over 20 152 n oi Mothly income ( million VND) Office staff m ll fu Occupation n va Education level an lu la ip uy Marital status 112 140 81 149 20 64 186 181 66 33 Percentage Cumulative (%) percent (%) 44,44% 44,44% 55,56% 100,00% 32,14% 32,14% 59,13% 91,27% 7,94% 99,21% 0,79% 100,00% 25,40% 25,40% 73,81% 99,21% 0,79% 100,00% 0,00% 0,00% 1,98% 1,98% 71,83% 73,81% 26,19% 100,00% 13,10% 13,10% an Lu n va re y te th 58 (Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry (Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry to Appendix 6: Reliability in main survey tn gh Scale Mean if Item Deleted Corrected ItemTotal Correlation Cronbach's Alpha if Item Deleted 212.421 16.184 750 865 Corporate image 214.722 16.752 772 860 Corporate image 215.992 16.624 779 858 n 215.556 16.758 756 863 216.706 18.110 622 892 w Corporate image p ie Scale Variance if Item Deleted Corporate image ad lo Corporate image Cronbach's alpha Corporate image th 334.161 631 960 975.675 333.880 629 960 971.270 339.107 607 960 977.183 333.900 676 959 973.095 771 958 975.992 324.910 798 958 Service quality 973.730 326.984 808 958 Service quality 974.048 328.648 771 958 Service quality 973.770 327.734 771 958 Service quality 10 974.365 326.868 794 958 Service quality 11 974.365 324.502 957 Service quality 12 976.349 n oi 835 329.173 721 959 Service quality 13 974.881 326.378 780 958 Service quality 14 973.333 326.526 837 957 Service quality 15 972.381 329.473 759 958 Service quality 16 972.698 332.859 754 958 Service quality 17 979.246 334.867 619 976.706 330.756 jm 960 Service quality 18 586 961 Service quality 19 979.246 328.548 719 959 Service quality 20 977.817 332.880 692 n va 327.713 Service quality an lu Service quality 892 974.484 la Service quality ip Service quality uy Service quality yj Service quality m ll fu tz z ht vb k Customer satisfaction 149.484 10.814 764 Customer satisfaction 151.627 10.360 776 Lu om l.c 961 gm Cronbach's alpha Service quality 959 Customer satisfaction 150.873 11.140 765 863 Customer satisfaction 151.587 10.580 754 866 858 an n 893 720 823 5.055 766 779 Switching cost 101.270 5.299 731 812 Customer loyalty Cronbach's alpha 100.000 7.490 th 5.771 101.429 y te 97.857 Switching cost re Switching cost Switching cost va Cronbach's alpha Customer satisfaction 862 861 780 879 59 (Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry (Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry to tn Customer loyalty 98.968 7.551 834 835 Customer loyalty 99.524 7.233 800 863 gh Cronbach's alpha Customer loyalty 901 p ie w n ad lo th yj an lu la ip uy n va tz n oi m ll fu z ht vb k jm om l.c gm an Lu n va re y te th 60 (Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry (Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry to Appendix 7: EFA result of service quality in main study tn gh KMO and Bartlett's Test p ie Kaiser-Meyer-Olkin Measure of Sampling Adequacy Bartlett's Test of Sphericity 953 Approx Chi-Square 4.172E3 w n ad lo df 190 Sig .000 th a Rotated Component Matrix yj la ip uy Component 702 Service quality 698 Service quality 697 Service quality 12 688 Service quality 686 Service quality 10 680 Service quality 678 Service quality 17 240 gm Service quality 16 k 724 jm Service quality 15 ht 772 vb Service quality 11 z 774 tz Service quality 13 n oi 789 m ll fu Service quality 14 n va 794 an lu Service quality 828 Service quality 19 709 Service quality 230 858 Service quality 545 y te 754 re Service quality n 845 va Service quality an 721 Lu Service quality 18 om 739 l.c Service quality 20 th Extraction Method: Principal Component Analysis Rotation Method: Varimax with Kaiser Normalization a Rotation converged in iterations 61 (Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry (Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry to Total Variance Explained tn gh Initial Eigenvalues 11.595 % of Variance 57.974 1.490 7.449 65.423 1.490 7.449 65.423 3.536 17.678 53.798 1.107 5.535 70.958 1.107 5.535 70.958 3.432 17.160 70.958 Total Cumulative % 57.974 Rotation Sums of Squared Loadings % of Cumulative Total Variance % 7.224 36.120 36.120 w p ie Component Extraction Sums of Squared Loadings % of Cumulative Total Variance % 11.595 57.974 57.974 n ad lo th yj an lu la ip uy n va tz n oi m ll fu z ht vb k jm om l.c gm an Lu n va re y te th 62 (Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry (Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry to Appendix 8: EFA result of the remaining variables in main study tn gh KMO and Bartlett's Test p ie Kaiser-Meyer-Olkin Measure of Sampling Adequacy Bartlett's Test of Sphericity 887 Approx Chi-Square 2.503E3 w n df 105 ad lo Sig .000 a Rotated Component Matrix th yj Component 845 an lu la ip uy Corporate image Corporate image 812 Corporate image 806 Corporate image 600 Customer satisfaction 162 m ll fu 830 n va Corporate image 853 Customer satisfaction 767 Customer loyalty 293 846 Switching cost 161 873 829 Switching cost 808 om Extraction Method: Principal Component Analysis l.c Switching cost gm 824 k Customer loyalty jm 827 ht Customer loyalty vb 786 z Customer satisfaction tz 812 n oi Customer satisfaction an a Rotation converged in iterations Lu Rotation Method: Varimax with Kaiser Normalization n va re y te th 63 (Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry (Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry to Total Variance Explained in main survey tn gh Extraction Sums of Squared Loadings % of Cumulative Total Variance % Initial Eigenvalues p ie Component Total % of Variance Cumulative % Rotation Sums of Squared Loadings % of Variance Total Cumulative % w 6.832 45.543 45.543 6.832 45.543 45.543 3.462 23.083 23.083 2.170 14.469 60.012 2.170 14.469 60.012 3.096 20.642 43.725 1.442 9.610 69.622 1.442 9.610 69.622 2.487 16.578 60.304 1.037 6.911 76.533 1.037 6.911 76.533 2.434 16.230 76.533 n ad lo th yj an lu la ip uy n va tz n oi m ll fu z ht vb k jm om l.c gm an Lu n va re y te th 64 (Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry (Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry to Appendix 9: Partial regression plot tn gh p ie w n ad lo th yj an lu la ip uy n va tz n oi m ll fu z ht vb k jm om l.c gm an Lu n va re y te th 65 (Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry (Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry to tn gh p ie w n ad lo th yj an lu la ip uy n va tz n oi m ll fu z ht vb k jm om l.c gm an Lu n va re y te th 66 (Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry (Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry to Appendix 10: Homoscedasticity of residuals tn gh p ie w n ad lo th yj an lu la ip uy n va tz n oi m ll fu z ht vb k jm om l.c gm an Lu n va re y te th 67 (Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry (Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry (Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry(Luận.văn).factors.affecting.customer.loyalty.in.the.vietnamese.banking.industry