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 How Relational Bonds Influence Consumers' Loyalty: An Empirical Analysis in Vietnam Commercial Banks.
Tác giả hoặc Nhóm tác giả: Nguyen Thu Nhu MAI, Lan-Huong Thi PHAM, Nguyen Ngoc HIEN
Nơi đăng: Journal of Management Systems; Số: ISSN-L 2668-4861;Từ->đến trang: 74-83;Năm: 2021
Lĩnh vực: Kinh tế; Loại: Bài báo khoa học; Thể loại: Quốc tế
TÓM TẮT
In the past decade, the level of competition in the banking industry has become fierce, relational bonds has grown and become a strategic tool to retain customers. It is important to understand how relational bonds can enhance customer loyalty. To achieve this goal, we propose a conceptual model in which relational bonds are considered including three aspects (financial bonds, social bonds and structural bonds) which affecting customer loyalty through trust and customer satisfaction. In addition, we also consider the regulatory role of switching costs. Based on data
collected from 418 customers at Vietnamese commercial banks, we have tested the conceptual model using by Structural Equation Modeling (SEM). The results show that relational bonds affect customer loyalty through intermediaries as trust and satisfaction. However, switching costs do not play a regulatory role in the relationship between satisfaction and loyalty. The study provides results that allow bank managers understand how relational bonds contribute to enhance customer loyalty.
ABSTRACT
In the past decade, the level of competition in the banking industry has become fierce, relational bonds has grown and become a strategic tool to retain customers. It is important to understand how relational bonds can enhance customer loyalty. To achieve this goal, we propose a conceptual model in which relational bonds are considered including three aspects (financial bonds, social bonds and structural bonds) which affecting customer loyalty through trust and customer satisfaction. In addition, we also consider the regulatory role of switching costs. Based on data
collected from 418 customers at Vietnamese commercial banks, we have tested the conceptual model using by Structural Equation Modeling (SEM). The results show that relational bonds affect customer loyalty through intermediaries as trust and satisfaction. However, switching costs do not play a regulatory role in the relationship between satisfaction and loyalty. The study provides results that allow bank managers understand how relational bonds contribute to enhance customer loyalty.
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