| Summary: | 碩士 === 美和科技大學 === 企業管理系經營管理碩士班 === 106 === The concept of customer loyalty always receives much attention from most organization in any industry. In competitive market, building consumer loyalty is seen as the key factor in winning market share and developing a sustainable competitive advantage. Particularly, banking industry is no exception as it has high interaction with the customers, so managers must understand the factors which influence the loyalty of the customers. It is always essential to attract new customers and remain the current one so managers always try to find strategies to enhance the customer loyalty and compete with other organizations. This research attempts to find the factors influence on customer loyalty and their relationships in BIDV Thai Nguyen Vietnam. Then analyzing the relationship among different factors, a model for the customer loyalty is proposed. In order to analyze these factors, a questionnaire is designed and distributed into 200 participants however only 153 answers are useful. The analysis is done and the relations among the factors are explained in this study. Satisfaction, trust, perceived value and service quality are tested to find out the influence on customer loyalty. The relationships of independent factors with dependent one are also studied and the SPSS software is used to analyze the data gathered from the respondents. The result shows that there is a relationship between customer loyalty with two independent variables namely satisfaction and perceived value in which satisfaction is indicated to have the biggest influence in customer loyalty. Trust and service quality is stated to have no influence on customer loyalty.
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