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研究生: 養雙河
研究生(外文): Duong Song Ha
論文名稱: Improving the Customers’ Loyalty through the Application of Loyalty Management System - A Case Study of Agribank Nam Ha Noi
論文名稱(外文): Improving the Customers’ Loyalty through the Application of Loyalty Management System - A Case Study of Agribank Nam Ha Noi
指導教授: Chen-Kuo Yu
指導教授(外文): Chen-Kuo Yu
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: 2011
畢業學年度: 99
語文別: 英文
論文頁數: 60
中文關鍵詞: Information qualityService qualitysystem qualitysecuritycustomer satisfactioncustomer valuecustomer trust and customer loyalty
外文關鍵詞: Information qualityService qualitysystem qualitysecuritycustomer satisfactioncustomer valuecustomer trust and customer loyalty
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  • 被引用:0
  • 點閱:21
  • 評分:*****
  • 下載:5
  • 書目收藏:0
Banking in general has traditionally operated in relatively stable environment for decades. However, today, the banking industry is facing aggressive competition and they have to make efforts to survive in a competitive and uncertain market place. The banking industry realized that managing customer relationships is of great importance for their success and increased profitability. It can be said that most of the banks have implemented loyalty programs and systems to attract more customers and keep their existing customers stay with them. This research presents the result of an empirical study that investigates all the factors affecting customer loyalty through the application of LMS system in order to improve them to ensure customer loyalty in the context of AGRIBANK Nam Ha Noi. From the theoretical review, the research model and hypotheses with 7 factors affecting the customer loyalty including information quality, Service quality, system quality, security, customer satisfaction, customer value and customer trust are developed. After analyzing data by SPSS software, we found that the achieved results are positive and can be trusted for the purpose of the thesis. Therefore, it can be concluded that the customer loyalty is vital factor and development goal of banking industry in general and of AGRIBANK Nam Ha Noi in particular.

Abstract  i
Acknowledgements  iii
Table of Contents  iv
List of Tables  vii
List of Figures  viii
Chapter 1  Introduction  1
1.1  Research Background  1
1.2  Research Motives  2
1.3  Research Purpose  3
1.4  Structure of the Thesis  3
Chapter 2 Literature Review  5
2.1  Service Quality  5
2.2  Customer Value  5
2.3  Customer Satisfaction  6
2.4  Customer Trust  8
2.5  Customer Loyalty  9
Chapter 3 Research Methodology  12
3.1  Research Approach  12
3.2  Research Framework  12
3.2.1  Research Hypotheses  12
3.2.2  Research Framework  15
3.2.3  Measurement of Variables  15
3.3  Research Method  17
3.3.1  Population and Sampling  18
3.3.2  Instrument Design  18
3.4  Reliability and Validity  19
3.4.1  Reliability  19
3.4.2  Validity  20
Chapter 4 Analysis and Results  22
4.1  Descriptive analysis of Sample Demographics  22
4.1.1  How Long Do You Use Service of AGRIBANK Nam Ha Noi  22
4.1.2  What Services is Corporate Using at the Moment?  23
4.1.3  Besides AGRIBANK Nam Ha Noi, Do You Use Service of Other Banks? And How Many Banks Does Your Company Have Transaction with?  23
4.1.4  Do You Consider AGRIBANK Nam Ha Noi as Your Official Bank When You Have Any Transaction of Your Corporate? And Are You Willing to Come to AGRIBANK Nam Ha Noi if You Have Any Transaction in the Future?  24
4.2  Reliability and Validity Analysis  25
4.2.1  Reliability Analysis  25
4.2.2  Validity Analysis  26
4.3  Measurement Results for Relevant Research Variables  30
4.4  Regression Analysis  31
4.4.1  Linear Regression Analysis to Test Hypotheses H1.1 – H1.3  31
4.4.2  Linear regression analysis to test hypotheses H2.1 - H2.3, H4 and H5  32
4.4.3  Linear Regression Analysis to Test Hypotheses H3.1 – H3.4  33
4.4.4  Linear Regression Analysis to Test Hypotheses H6  34
4.4.5  Linear Regression Analysis to Test Hypotheses H7  35
4.4.6  Linear Regression Analysis to Test Hypotheses H8  35
4.4.7  Path Coefficients for Research Model  36
4.5  Hypotheses Results and Modified Research Model  37
4.5.1  Hypotheses Results  37
4.5.2  Modified Research Model  38
Chapter 5  Conclusions  41
5.1  Conclusions  41
5.2  Research Limitations  41
5.3  Further Research  42
5.4  Solution for Improving Customer Loyalty in AGRIBANK Nam Ha Noi  42
5.4.1  Improve Service Quality  42
5.4.2  Ensure the Competitiveness of Price  43
5.4.3  Develop Human Resource  43
5.4.4  Build Professional Working Environment  43
5.4.5  Improve the Good Bank’s Image  43
5.4.6  Improve Information Quality  44
5.4.7  Expand Transaction Network  44
Reference  45
Appendix: Customer Questionnaires  49
Appendix 1: The Official Questionnaire  55
AUTOBIOGRAPHY  60


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