The Study of Customer Satisfaction with Products Deposits at The Branch BIDV Ha Giang

The Study of Customer Satisfaction with Products Deposits at The Branch BIDV Ha Giang

Trinh Van Hau(Trinh Van Hau)

指導教授 ： 吳岱栖

共同指導教授 ： Tran Van Trang ； 魏乃捷(Nai-Chieh Wei)

義守大學/管理學院/企業管理學系/碩士(2014年)

https://doi.org/10.6343/ISU.2014.00488

摘要

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關鍵字

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並列摘要

Vietnam banking sector has been developed at rapid speed for recent years with many remarks such as the credit growth rate is always higher than GDP growth rate of the country and the numbers of people who have banking relationship with local financial institutions are increasing on yearly basis. Especially, it is worth to denote that Vietnamese people have an traditional behavior of saving their money for long term purposes such as educational investment for their children or retirement plans. Such context enables the opportunity for local financial institution to attract more deposit from individual in order to facilitate for lending and investment activities.
To attract more deposit from individual customers, it is worth to indicate that local financial institutions have to develop framework for filling up the requirements from customers. On the other hand, it means that deposit or saving account is banking services; thus the customer satisfaction on service quality has been positioning as an essence to success of Bank for Investment and Development of VietNam JSC/Ha Giang Branch (BIDV Ha Giang). The longer customers stay with the bank, the higher source of fund is spent for lending and investment purposes. In this context, the conceptual research model which is applied in this study is adopted from Parasuraman et al. (2005) whether customer satisfaction and customer loyalty are measured through various proxies, namely reliability, ability to apply, ability to serve, empathy, and abundance of services. Results from data analysis show that all factors are statistical significant to customer satisfaction and customer loyalty with deposit product offered by BIDV Ha Giang.

並列關鍵字

Customer Satisfaction ； Customer loyalty ； Products Deposits ； Bank ； BIDV Ha Giang

參考文獻

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