CHƢƠNG 5 : KẾT LUẬN VÀ HÀM Ý
5.3 Hạn chế và hƣớng nghiên cứu tiếp theo
Về nội dung: đề tài chỉ tập trung nghiên cứu các thành phần thang đo chất lƣợng dịch vụ
cho một ngân hàng dựa trên cơ sở lý thuyết đã xây dựng và kiểm định thang đo thông qua nghiên cứu định lƣợng đồng thời xem xét mối liên hệ, ảnh hƣởng của chất lƣợng dịch vụ ngành ngân hàng đối với sự hài lòng và lòng trung thành của khách hàng, rào cản chuyển
nhánh Hồ Chí Minh. Ngồi ra lịng trung thành còn chịu nhiều yếu tố ảnh hƣởng khác nhau nhƣ nhu cầu sử dụng dịch vụ, hành vi của ngƣời tiêu dùng, phân tích mơi trƣờng cạnh tranh, vấn đề marketing, quyết định lựa chọn của ngƣời tiêu dùng …
Về mẫu nghiên cứu: đề tài chỉ dừng lại ở việc khảo sát lấy ý kiến của hàng tại ngân hàng
Citibank chi nhánh Hồ Chí Minh. Do vậy, các nghiên cứu tiếp cần mở rộng địa bàn và tăng thêm số mẫu nghiên cứu.
Về thời gian: dữ liệu dùng trong bài nghiên cứu đƣợc khảo sát từ tháng 06/2017 nên sẽ
có những hạn chế nhất định. Các nghiên cứu tiếp nếu sử dụng mơ hình này cần bổ sung thêm các yếu tố mới phù hợp với sự phát triển của ngành ngân hàng.
Tóm tắt chƣơng 5
Trong chƣơng 5, tác giả đã đề xuất ra một số hàm ý chính sách nhằm xây dựng lịng trung thành khách hàng trên cơ sở lý thuyết và kết quả nghiên cứu định lƣợng với dữ liệu thực tế thu thập trên địa bàn thành phố. Kết quả nghiên cứu mặc dù còn hạn chế về thời gian nghiên cứu ngắn và phạm vi nghiên cứu nhƣng cũng góp phần giúp ngân Citibank Việt Nam tham khảo và có cái nhìn rõ hơn về các vấn đề liên quan đến lòng trung thành khách hàng, từ đó có thể hoạch định các chính sách phát triển phù hợp nhằm nâng cao lòng trung thành khách hàng. Cuối cùng là gợi ý hƣớng nghiên cứu tiếp theo.
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