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Title: The Factors Affecting the Loyalty of Customers Using ATM Service at Vietinbank in Nam Dinh, Viet Nam
The Factors Affecting the Loyalty of Customers Using ATM Service at Vietinbank in Nam Dinh, Viet Nam
Authors: 陳德盛
Tran Duc Thinh
Contributors: 資訊管理系碩士班
Keywords: ATM service;Banking industry;Customers’ loyalty;Vietnam;Regression model
ATM service;Banking industry;Customers’ loyalty;Vietnam;Regression model
Date: 2010
Issue Date: 2011-05-26 11:18:22 (UTC+8)
Publisher: 高雄市:[樹德科技大學資訊管理系碩士班]
Abstract: Currently, most businesses have to cope up with the fierce competition in the market. The most important problems of them is not the lack of products but lack of customers, especially loyal ones. This is more serious as loyal customers create a very big sum of benefits to each business. As a result, many businesses have regarded their loyal customers as their competitive advantage. It is the same in the banking industry where the competition among different banks is also very fierce. Thus, loyal customers are very important assets of those banks.
Within the operations of those banks, the use of ATM cards has become more popular than ever before. ATM cards not only bring convenience to customers in terms of keeping and spending. They are also a means of paying salary to the employees of many businesses. Thanks to the improvement in the perception, people now have recognized the convenience, safety and flexibility of ATM cards. Therefore, the need for them has become higher and higher. This is also because of the increase of the number of Vietnamese students going to study abroad, the number of Vietnamese people going abroad on business as well as the number of foreigners travelling to Vietnam. Consequently, the banks in Vietnam are pushing the establishment of ATM system nationwide in order to attract a huge number of customers and capital as well as advertise their bank’s image. Many other banks are applying a lot of policies to encourage people to use their ATM service such as their competitive interest, convenience, distribution network, or other credit conditions, etc. However, in fact, the cost of attracting a new customer is much higher than the cost of keeping an old one. Thus, the matter here is that each bank must have its own loyal customers.
The above reasons lead to the implementing of this research namely “A research on the factors affecting the loyalty of customers using ATM service at Vietinbank Nam Dinh, in Vietnam”.
The final purpose of this research is to find out what the factors affecting the loyalty of ATM customers are, and to find out some methods to improve the loyalty in those customers.
Currently, most businesses have to cope up with the fierce competition in the market. The most important problems of them is not the lack of products but lack of customers, especially loyal ones. This is more serious as loyal customers create a very big sum of benefits to each business. As a result, many businesses have regarded their loyal customers as their competitive advantage. It is the same in the banking industry where the competition among different banks is also very fierce. Thus, loyal customers are very important assets of those banks.
Within the operations of those banks, the use of ATM cards has become more popular than ever before. ATM cards not only bring convenience to customers in terms of keeping and spending. They are also a means of paying salary to the employees of many businesses. Thanks to the improvement in the perception, people now have recognized the convenience, safety and flexibility of ATM cards. Therefore, the need for them has become higher and higher. This is also because of the increase of the number of Vietnamese students going to study abroad, the number of Vietnamese people going abroad on business as well as the number of foreigners travelling to Vietnam. Consequently, the banks in Vietnam are pushing the establishment of ATM system nationwide in order to attract a huge number of customers and capital as well as advertise their bank’s image. Many other banks are applying a lot of policies to encourage people to use their ATM service such as their competitive interest, convenience, distribution network, or other credit conditions, etc. However, in fact, the cost of attracting a new customer is much higher than the cost of keeping an old one. Thus, the matter here is that each bank must have its own loyal customers.
The above reasons lead to the implementing of this research namely “A research on the factors affecting the loyalty of customers using ATM service at Vietinbank Nam Dinh, in Vietnam”.
The final purpose of this research is to find out what the factors affecting the loyalty of ATM customers are, and to find out some methods to improve the loyalty in those customers.
Appears in Collections:[資訊管理系(所)] 博碩士論文

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