Luận văn thạc sĩ Quản trị kinh doanh: Các yếu tố ảnh hưởng đến sự hài lòng và lòng trung thành của khách hàng nghiên cứu tại Vietinbank - Chi nhánh Lâm Đồng

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III NGÀY GIAO NHIӊM VӨ: 11/02/2019

IV NGÀY HOÀN THÀNH NHIӊM VӨ: 06/09/2019 V CÁN BӜ +ѬӞNG DҮN: TS LÊ HOÀNH SӰ

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ABSTRACT

To address the speed of local economic development in recent years, the demand for banking services has been increasing However, the competition in the banking sector is increasing due to there are more and more new commercial banks in the market Banks have come under tremendous pressure to handle the rising demands and expectations of the customers due to increased competition Therefore, this study have examined Factors affecting the satisfaction and loyalty of customer ± The case at Vietinbank - Lam Dong branch Then you can offer appropriate solutions to maintain our traditional customers and attract new potential customers, help Vietinbank branch Lam Dong maintain its market share amid intense competition between credit institutions nowadays

The research was conducted through two steps They are preliminary and formal research Preliminary studies which were used to adjust and add the variables have been made in previous studies to suit the actual conditions at Vietinbank branch Lam Dong Preliminary studies were carried out through deep interviews with a number of individual customers of Vietinbank branch Lam Dong who chose Vietinbank is the main bank Research is done formally through questionnaires, data collected from 250 respondent customers The data used to evaluate reliability, validity of the scale, testing of hypotheses and research models Analysis Cronbach¶V Alpha reliability, factor analysis explored, multivariate regression analysis, univariate analysis and path were used in this phase Research results have confirmed the factors affecting customer satisfaction, including responsiveness, level of staff competence, means tangible and perceived useful, to which factor useful is felt most strongly to influence customer satisfaction Besides, research has shown that a variable relationship between customer¶s satisfaction and loyalty with service quality at Vietinbank - Lam Dong branch

In conclusion, the research result can help Vietinbank managers to better understand the factors affecting the satisfaction and loyalty of individual customers in banking services, which is a useful reference document for Vietinbank branch Lam Dong in general and other commercial banks in particular in the formulation of solutions to keep old customers and attract more prospective customers, and enhance their competitiveness in the current context.

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