An investigation into customer loyalty in Vietnam retail banking industry
Le Thai Phong
Business & Entrepreneurship Journal, 2017, vol. 6, issue 1, 5
The objective of this research is to study customer loyalty construct and theÂ relationship between customer loyalty and its determinants namely customerÂ satisfaction, perceived switching costs and trust in retail banking industry inÂ Vietnam. Because of the importance of customer loyalty on improvingÂ organisationâ€™s bottom-line, many works have been implemented to study theÂ relationship between customer loyalty and its determinants, especially commonlyÂ satisfaction, switching costs and trust. Many scholars found there are linearÂ relationships; others assert the relationships are more than complex, and othersÂ state there is no link at all between variables. The findings present that there areÂ strong and positive relationship between customer loyalty and its determinants ofÂ customer satisfaction, switching costs and trust. Interestingly, switching costs isÂ the strongest variable in explaining the variance of loyalty, other than satisfactionÂ as common believed. However, satisfaction along with trust is still evidence ofÂ close link with loyalty. The findings in the research suggest that managers shouldÂ not ignore any single variable in seeking customer loyalty, instead creating aÂ comprehensive programme to satisfy customer, build switching costs and makeÂ customer trust the bank.Keywords: customer loyalty, customer satisfaction, trust, switching cost.
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Persistent link: https://EconPapers.repec.org/RePEc:spt:busent:v:6:y:2017:i:1:f:6_1_5
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