ANALYSIS OF INFLUENCE OF E-SERVICE QUALITY TOWARD CUSTOMER LOYALTY (CASE STUDY IN VIETINBANK, VIETNAM)

Abstract

As Vietnam is booming and the society is opening up, E-commerce has been putting its first footstep in this rising economy. The past decade has seen Internet and E-commerce starting to positively tune into Vietnamese daily life. However, to really give the economy an upsurge, it is essential that the banking sector be reformed toward an E-age. E-banking could be the next step to do for the economy to really transform and productivity boosted. In this research, we seek to find out what factors of internet service influences Banks’ customer loyalty in VietinBank,Vietnam. This Research using quantitative method and its conducted based on E-service quality of Samar I. Swaid and Rolf T. Wigand Model (2009). The data was obtained by doing observation and distributing questionnaire to 60 respondents. For processing the data from questionnaire using SPSS version 20 with several tests in it. According to multiple regressions analysis shows the formula for this research Customer Loyalty = 0.159X3 + 0.293X4 + 0.168X5 + 0.580X6.The coefficient determinant (adjusted R Square) on this test is 0.915 means that independent variables can describe dependent variable about 91.5%. F-test and T-test in this research shows Personalization, Assurance, Responsiveness and Reliability give significant influence toward dependent variable partially while Website Usability and Information Quality did not give significant. The research findings also show that the Personalization is the most important factor that significant Customer Loyalty. These findings have induced numerous implications for policy makers, management and software developers.