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研究生: 陳德盛
研究生(外文): Tran Duc Thinh
論文名稱: The Factors Affecting the Loyalty of Customers Using ATM Service at Vietinbank in Nam Dinh, Viet Nam
論文名稱(外文): The Factors Affecting the Loyalty of Customers Using ATM Service at Vietinbank in Nam Dinh, Viet Nam
指導教授: 方志強
學位類別: 碩士
校院名稱: 樹德科技大學
系所名稱: 資訊管理系碩士班
論文出版年: 99
畢業學年度: 99
語文別: 英文
論文頁數: 53
中文關鍵詞: ATM serviceBanking industryCustomers’ loyaltyVietnamRegression model
外文關鍵詞: ATM serviceBanking industryCustomers’ loyaltyVietnamRegression model
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  • 被引用:0
  • 點閱:8
  • 評分:*****
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  • 書目收藏:0
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.

ABSTRACT  i
Acknowledgments  iii
Table of Contents  iv
List of Tables  vi
Figures of Contents  vii
Chapter 1 Introduction  1
1.1. Background and Motivation  1
1.2. Research Purposes  4
1.3. Organization  4
Chapter 2 Literature Review  5
2.1. Present and History of ATM  5
2.2. The Condition of Use of ATM in Vietnam  6
2.3. Customer Loyalty  7
2.4. Factors Affecting Customer Loyalty  11
Chapter 3 Research Methodology  17
3.1. Research Framework  17
3.2. Research Hypotheses  17
3.3. Operational Measurement of the Research Constructs  18
3.4. Sampling Process  21
3.5. Research Methodology  22
Chapter 4 Data Analysis and Results  24
4.1. Descriptive Analysis  24
4.3. Factor Analysis  26
4.4. Regression Analysis  28
Chapter 5 Research Conclusions  30
5.1. Research Conclusions  30
5.2. Contributions and Implications  30
5.2.1. Contributions for research  30
5.2. 2. Research implications  31
5.3. Limitation  32
5.4. Further study  32
REFERENCES  33

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