(LUẬN văn THẠC sĩ) call center services and customer loyalty, a study in the vietnamese banking industry

UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business Le Hong Nhung CALL CENTER SERVICES AND CUSTOMER LOYALTY A study in the Vietnamese banking industry MASTER OF BUSINESS (HONOURS) Ho Chi Minh City – Year 2015 TIEU LUAN MOI download : skknchat@gmail.com UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business Le Hong Nhung CALL CENTER SERVICES AND CUSTOMER LOYALTY A study in the Vietnamese banking industry ID: 22120061 MASTER OF BUSINESS (HONOURS) SUPERVISORS: PROF NGUYEN DONG PHONG DR NGUYEN PHONG NGUYEN Ho Chi Minh City – Year 2015 TIEU LUAN MOI download : skknchat@gmail.com TABLE OF CONTENTS ABSTRACT CHAPTER 1: INTRODUCTION 1.1 Research background 1.2 Research gap 1.3 Research questions and objectives 1.4 Research scope and methodology 1.5 Thesis Structure CHAPTER 2: LITERATURE REVIEW AND HYPOTHESIS DEVELOPMENT 11 2.1 Theoretical foundation 11 2.1.1 Definition of a call center 12 2.1.2 Customer Loyalty 13 2.1.3 Perceived Customer Orientation 14 2.1.4 Customer Satisfaction 16 2.1.5 Perceived Service Quality 17 2.2 Proposed research model and hypotheses 20 Figure 1: Conceptual model 21 CHAPTER - RESEARCH METHODOLOGY 23 Figure 2: Research process 24 3.1 Measurement of constructs 24 3.1.1 Perceived service quality 25 3.1.2 Perceived customer orientation 26 3.1.3 Customer satisfaction 26 3.1.4 Customer loyalty 27 3.2 Sample 28 3.3 Data analysis method 29 TIEU LUAN MOI download : skknchat@gmail.com CHAPTER 4: DATA ANALYSIS AND RESULTS 32 4.1 Reliability Analysis 32 Table 1: Item Statistics 33 4.2 Exploratory Factor Analysis (EFA) 34 4.2.1 EFA for individual construct 34 4.2.2 Multidimensional constructs – Perceived service quality and Customer loyalty 34 4.2.3 Customer orientation 35 4.2.4 Customer satisfaction 35 Table 2: KMO and Bartlett's Test 36 4.2.5 EFA for all variables 36 Table 3: KMO and Bartlett's Test 36 Table 4: RESULTS OF JOINT FACTOR ANALYSIS FOR ALL SCALES 37 4.3 Regression analysis 38 4.3.1 Simple regression analysis 38 Table 5: Model Summary of simple regression analysis 38 Table 6: ANOVA of simple regression analysis 39 Table 7: Coefficients of simple regression analysis 40 4.3.2 Multiple regression analysis: 40 Table 8: Model Summary of multiple regression analysis 41 Table 9: ANOVA of multiple regression analysis 41 Table 10: Coefficients of multiple regression analysis 43 Table 11 46 Summary of hypotheses testing result 46 CHAPTER 5: DISCUSSION AND IMPLICATION 47 5.1 Discussion 47 5.2 Implication 48 5.3 Limitations and directions for future research 50 REFERENCES 52 APPENDICES 62 Appendix 1: Questionnaire: Call center service and customer loyalty in bank services 62 TIEU LUAN MOI download : skknchat@gmail.com APPENDIX 2: 65 EFA AND RELIABILITY TEST RESULTS - SCALES WITHOUT MODIFICATION 65 APPENDIX 3: 67 RESULTS OF UNIDIMENSIONALITY AND RELIABILITY TEST - REFINED SCALES 67 TIEU LUAN MOI download : skknchat@gmail.com (LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry(LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry(LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry(LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry(LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry(LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry(LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry(LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry (LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry(LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry(LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry(LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry(LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry(LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry(LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry(LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry ABSTRACT This study aims to explore the impact of perceived service quality, customer satisfaction, and customer orientation on customer loyalty towards banking call center service A sample of 223 customers who used banking call center service in Ho Chi Minh City, Viet Nam was surveyed to test the model Structural equation modeling was used to analyze the data It found that customer satisfaction and customer orientation had positive effects on customer loyalty It also found that perceived service quality had positive effects on customer satisfaction Limitation of this study shows that the sample is selected conveniently and just from several districts in Ho Chi Minh City, so it is not representative of the population The finding suggests that banking managers should concentrate on service quality, make their services different and prominent from other banks Keywords Call center, customer loyalty, commercial bank, customer orientation TIEU LUAN MOI download : skknchat@gmail.com (LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry(LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry(LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry(LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry(LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry(LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry(LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry(LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry (LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry(LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry(LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry(LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry(LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry(LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry(LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry(LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry CHAPTER 1: INTRODUCTION Banks play an important and active role in the financial and economic development of a country An effective banking system greatly influences the growth of a country in various sectors of the economy This study would like to explore the impact of perceived service quality, customer satisfaction, and customer orientation on customer loyalty towards banking call center service The first chapter shows you research background, research gap in Viet Nam situation, research questions and objectives, research scope and methodology, and thesis structure of the study 1.1 Research background In recent years, the banking industry plays an important role in Vietnam’s economy The contribution of commercial banks to increasing economic development is great The commercial banks not only continue being a great capital flow channel but also contributing to keep stable monetary purchasing power in economy As the role of finance intermediary, commercial banks fund surplus money from savers and transfer into loans for borrowers who not have enough money to carry out a desired activity This helps enterprises and economy running smoothly and be an effectively capital flow channel (Mof, 2012).The commercial banks enforce monetary policy of the State Bank of Viet Nam (SBV) In 2013, SBV decreased operation interest rate 2% a year, decrease VND short-term interest rate 3% a year for priority sectors; decreases VND deposit interest rate ceiling 1% a year (Cafe F, 2014) Credit growth in 2013 reached 11%, higher nearly 8.91% than end of 2012 Raising capital maintained high growth rate at end of 2013, reached 15.6% compared to end of 2012 (Security Investment, 2014) These evidences show that the commercial banks become TIEU LUAN MOI download : skknchat@gmail.com (LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry(LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry(LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry(LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry(LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry(LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry(LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry(LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry (LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry(LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry(LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry(LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry(LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry(LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry(LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry(LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry APPENDICES Appendix 1: Questionnaire: Call center service and customer loyalty in bank services Personal question: Which bank are you with now? □Vietcombank □ ACB □Vietinbank □Techcombank □Other: Do the bank which you are with have call center service? □Yes □No Do you use call center service of the bank? □Yes □No For each of the following statements, please choose the number that corresponds with your level of agreement Strongly disagree = Strongly agree = 1 Perceived service quality Tangible Q1 Call center service has rapid transaction speed Q2 Call center employees have attractive voice Reliability Q3 When Call center service promises to something by a certain time, it does so Q4 When you have a problem, Call center shows a sincere interest in solving it Q5 Call center performs the service right the first time Q6 Call center provides its services at the time it promises to so Responsive ness Q7 Call center insists on error-free records Q8 Employees of call center tell you exactly when services will be performed Q9.Employees of call center give you prompt service Q10 Employees of call center are always willing to help you Q11 Employees of call center are never too busy to respond to 62 TIEU LUAN MOI download : skknchat@gmail.com (LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry(LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry(LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry(LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry(LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry(LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry(LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry(LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry (LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry(LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry(LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry(LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry(LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry(LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry(LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry(LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry your request Assurance Q12 The behavior of employees of call center instills confidence in customers Q13 You feel safe in your transactions with call center Q14 Employees of call center are consistently courteous with you Q15 Employees of call center have the knowledge to answer your questions Empathy Q16.Call center gives you individual attention Q17 Call center has operating hours convenient to all its customers Q18 Call center has employees who give you personal attention Q19 Call center has your best interests at heart Q20 Employees of call center understand your specific needs Q21 Call center maintains a high level of commitment to you, as a customer Customer orientation Q22 Call center constantly creates value for you Q23 Call center understands you needs Q24 Call center has the main objective of keeping your satisfied Q25 Call center regularly monitors your satisfaction level Q26 Call center pays close attention to after sales service Q27 Call center does a good job keeping you informed of changes which affect you Q28 Call center encourages informal feedback regarding its services Q29 Call center asks you to evaluate the quality of its work and service Customer satisfaction Q30 Will you refer using call center? Q31 You have overall satisfaction Q32 You will use call center for future needs Customer loyalty Word of mouth communicat ion Q33 Say positive things about bank services to other people Q34 Recommend bank service to someone who seeks your advice Q35 Encourage friends and relatives to business with bank Purchase intentions Q36 Consider call center your first choice to use bank services Q37 Do more business with bank in the next few years Price sensitivity Q38 Take some of your business to a competitor that offers more attractive prices 63 TIEU LUAN MOI download : skknchat@gmail.com (LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry(LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry(LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry(LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry(LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry(LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry(LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry(LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry (LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry(LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry(LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry(LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry(LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry(LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry(LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry(LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry Q39 Pay a higher price than competitors charge for the benefits you currently receive from bank Complainin g behavior Q40 Switch to a competitor if you experience a problem with bank service Q41 Complain to other consumers if you experience a problem with bank service Q42 Complain to external agencies, such as the Better Business Bureau, if you experience a problem with bank service Q43 Complain to bank employees if you experience a problem with bank service 64 TIEU LUAN MOI download : skknchat@gmail.com (LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry(LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry(LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry(LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry(LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry(LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry(LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry(LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry (LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry(LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry(LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry(LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry(LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry(LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry(LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry(LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry APPENDIX 2: EFA AND RELIABILITY TEST RESULTS - SCALES WITHOUT MODIFICATION Factor % variance Eigen- Item-total Cronbatch's loading extracted value correlation alpha Perceived service quality 79.824 3.991 86.501 1.73 0.933 Tangible 0.578 Tangible1 0.854 0.730 Tangible2 0.854 0.730 Reliability 0.950 Reliability1 0.854 0.777 Reliability2 0.729 0.683 Reliability3 0.760 0.708 Reliability4 0.909 0.830 Reliability5 0.660 0.621 Respons (Responsiveness) 0.949 Respon1 0.736 0.640 Respon2 0.899 0.783 Respon3 0.514 0.447 Respon4 0.789 0.727 Assurance 0.906 Assurance1 0.815 0.768 Assurance2 0.743 0.703 Assurance3 0.934 0.854 Assurance4 0.809 0.758 Empathy 0.921 Empathy1 0.873 0.805 Empathy2 0.851 0.777 Empathy3 0.946 0.902 Empathy4 0.866 0.783 Empathy5 0.923 0.871 69.129 65.544 76.044 79.644 50.575 Customer Orientation 3.456 2.622 3.042 3.982 0.563 0.920 0.914 0.854 0.881 4.552 0.840 0.875 0.816 0.891 0.93 0.868 Orient1 0.515 0.705 Orient2 0.572 0.626 65 TIEU LUAN MOI download : skknchat@gmail.com (LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry(LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry(LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry(LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry(LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry(LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry(LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry(LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry (LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry(LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry(LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry(LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry(LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry(LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry(LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry(LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry Orient3 0.626 0.731 Orient4 0.188 0.366 Orient5 0.863 0.747 Orient6 0.658 0.654 Orient7 0.958 0.755 Orient8 0.242 0.346 Orient9 0.728 0.550 89.277 Customer Satisfaction 2.678 0.938 Satisfa1 0.851 0.827 Satisfa2 0.984 0.922 Satisfa3 0.915 0.873 Customer Loyalty 69.715 2.789 83.799 2.514 0.855 Mouthcom (Word of mouth communication) 0.778 0.703 Mouthcom1 0.729 0.707 Mouthcom2 0.956 0.878 Mouthcom3 0.930 0.857 0.901 Purcintent (Purchase intentions) 0.746 69.84 Purcintent1 0.629 0.397 Purcintent2 0.629 0.397 Pricsensi (Price sensitivity) 0.717 Pricsensi1 0.821 0.676 Pricsensi2 0.821 0.676 83.785 1.397 1.676 0.674 0.653 0.551 0.805 Compbeha (Complaining behavior) 0.874 77.199 3.088 0.762 Compbeha1 0.932 0.854 Compbeha2 0.871 0.809 Compbeha3 0.785 0.740 Compbeha4 0.749 0.709 66 TIEU LUAN MOI download : skknchat@gmail.com 0.899 (LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry(LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry(LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry(LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry(LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry(LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry(LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry(LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry (LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry(LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry(LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry(LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry(LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry(LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry(LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry(LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry APPENDIX 3: Items RESULTS OF UNIDIMENSIONALITY AND RELIABILITY TEST - REFINED SCALES Original scale Factor loading Refined scale Item-total correlation Factor loading Item-total correlation Perceived service quality Tangible 0.578 0.563 0.537 0.523 Tangible1 0.854 0.73 0.854 0.73 Tangible2 0.854 0.73 0.854 0.73 Reliability 0.95 0.92 0.943 0.918 Reliability1 0.854 0.777 0.854 0.777 Reliability2 0.729 0.683 0.729 0.683 Reliability3 0.76 0.708 0.76 0.708 Reliability4 0.909 0.83 0.909 0.83 Reliability5 0.66 0.621 0.66 0.621 (Responsiveness) 0.949 0.914 0.908 0.863 Respon1 0.736 0.64 0.883 0.762 Respon2 0.899 0.783 0.794 0.711 Respon3 0.514 0.447 Respon4 0.789 0.727 0.757 0.692 Assurance 0.906 0.854 0.934 0.881 Assurance1 0.815 0.768 0.815 0.768 Assurance2 0.743 0.703 0.743 0.703 Assurance3 0.934 0.854 0.934 0.854 Assurance4 0.809 0.758 0.809 0.758 Empathy 0.921 0.881 0.932 0.889 Empathy1 0.873 0.805 0.873 0.805 Empathy2 0.851 0.777 0.851 0.777 Empathy3 0.946 0.902 0.946 0.902 Respons Eliminated Eliminated 67 TIEU LUAN MOI download : skknchat@gmail.com (LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry(LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry(LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry(LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry(LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry(LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry(LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry(LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry (LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry(LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry(LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry(LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry(LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry(LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry(LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry(LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry Empathy4 0.866 0.783 0.866 0.783 Empathy5 0.923 0.871 0.923 0.871 % variance extracted 79.824 78.6 Eigenvalue 3.991 3.93 Cronbach's alpha 0.933 0.927 Customer Orientation Orient1 0.515 0.705 Eliminated Eliminated Orient2 0.572 0.626 Eliminated Eliminated Orient3 0.626 0.731 Eliminated Eliminated Orient4 0.188 0.366 Eliminated Eliminated Orient5 0.863 0.747 0.888 0.8 Orient6 0.658 0.654 0.7 0.63 Orient7 0.958 0.755 0.667 0.781 Orient8 0.242 0.346 Orient9 0.728 0.55 Eliminated Eliminated 0.548 0.662 % variance extracted 50.575 58.7 Eigenvalue 4.552 3.277 Cronbach's alpha 0.868 0.874 Customer Satisfaction Satisfa1 0.851 0.827 0.851 0.827 Satisfa2 0.984 0.922 0.984 0.922 Satisfa3 0.915 0.873 0.915 0.873 % variance extracted 89.277 89.277 Eigenvalue 2.678 2.678 Cronbach's alpha 0.938 0.938 Customer Loyalty Mouthcom (Word of mouth communication) 0.778 0.703 0.77 0.698 Mouthcom1 0.729 0.707 0.729 0.707 Mouthcom2 0.956 0.878 0.956 0.878 68 TIEU LUAN MOI download : skknchat@gmail.com (LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry(LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry(LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry(LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry(LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry(LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry(LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry(LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry (LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry(LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry(LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry(LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry(LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry(LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry(LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry(LUAN.van.THAC.si).call.center.services.and.customer.loyalty a.study.in.the.vietnamese.banking.industry