| Summary: | 碩士 === 中華大學 === 企業管理學系 === 105 === The objectives of this study were to understand customers’ loyalty towards credit cards issued by commercial banks in Vietnam. The report from Lin et al. (2008) shows that the number of credit card holders has increased by more than 300% since 2004. There are about 2 millions of individual customers owning credit cards or debit cards, who use these cards for different purchase purposes. The number of credit card holders, however, is still a small fraction when compared to Vietnam’s total population, which is about 90 million up-to-date. In another context, Vietnam has high density of players in financial services with more than 30 local commercial banks and most of them are now offering credit card and debit card services to local people. Recognizing the importance of loyalty programs in credit card services as well as high competition among local card issuers in Vietnam, this study was conducted with the aim of identifying the factors that have an influence on credit cardholders' loyalty level in Vietnam’s commercial banks. A questionnaire was developed and a survey on credit card holders was conducted to identify these factors. Quantitative measurement was implemented to evaluate the factors and their influences on customer loyalty. Lastly marketing-mix factors analysis was used to derive conclusions and suggestions. The conclusion will help credit card issuers to understand how to respond to customer loyalty by these factors in Vietnam’s market.
Keywords: customer loyalty, Vietnam’s Commercial Banks, credit card, services
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