SATISFACTION WITH BANK BRANDS AMONG INDIVIDUAL USERS OF DEPOSIT SAVINGS

  • Tran Huu Ai Van Hien University, Ho Chi Minh City
  • Mai Thi Hong Dao Van Hien University, Ho Chi Minh City
  • Nguyen Thi Mong Thu Van Hien University, Ho Chi Minh City

Abstract

Our survey-based study is aimed to find the influence of the following important factors: overall service quality, brand reputation, social responsibility, and customer satisfaction, in which overall service quality factor seems to have the most impact on satisfaction. The satisfaction factor has a substantial and positive effect on brand loyalty without the impact of regulatory variation. These two variables regulate conversion costs and commitment in the relationship that have a positive impact on the transition from brand satisfaction to brand loyalty, including behavioral loyalty and attitude loyalty.

Author Biographies

Tran Huu Ai, Van Hien University, Ho Chi Minh City

PhD, lecturer of Faculty of Economics, Van Hien University, Ho Chi Minh City, Vietnam

Research interests – markets of agricultural products, SMEs functioning and government support, organic food markets, ecological economics, environmental issues of economic development and corporate social responsibility Published more than 60 papers in International journals, member of editorial board of International journals

Mai Thi Hong Dao, Van Hien University, Ho Chi Minh City

MBA, Lecturer of Faculty of Economics, Van Hien University, Ho Chi Minh City, Vietnam

Research interests: SMEs functioning and government support, consumer behavior, innovative products markets and finances. Published more than 20 papers in International journals.

Nguyen Thi Mong Thu, Van Hien University, Ho Chi Minh City

Lecturer of Faculty of Economics, Van Hien University, Ho Chi Minh City, Vietnam

Research interests: SMEs functioning and government support, consumer behavior, innovative products markets and finances

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Published
2020-06-02
How to Cite
Ai, T., Dao, M., & Thu, N. (2020). SATISFACTION WITH BANK BRANDS AMONG INDIVIDUAL USERS OF DEPOSIT SAVINGS. The EUrASEANs: Journal on Global Socio-Economic Dynamics, (3(22), 58-65. https://doi.org/10.35678/2539-5645.3(22).2020.58-65