THE FACTORS AFFECTING THE CUSTOMER LOYALTY USING BANK SERVICE CASE STUDY: VIETINBANK, CANTHO BRANCH

Abstract

This research investigates the factor affecting the customer loyalty using bank service at Vietinbank. A survey was conducted on 309 individual clients who are using the Vietinbank’s service in Cantho City, Vietnam. Results of the multiple regression analysis for the total sample indicate that the bank choice decision is based on primarily on four selection criteria. “Customer’s need”, “Marketing”, “Technology” and “Staff” has positive effect on customer loyalty. The research aims to bridge the existing gap in nationwide banking literature and gives some suggestion which are expected to have an impact on customer loyalty in Vietinbank (Cantho branch) in particular and Vietnamese banks in general. Some policy implications to retain old customers and attract potential customers have been discussed.