文化大學機構典藏 CCUR:Item 987654321/26528
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    jsp.display-item.identifier=請使用永久網址來引用或連結此文件: https://irlib.pccu.edu.tw/handle/987654321/26528


    题名: 越南商業銀行的公司形象與服務品質對顧客滿意度之影響
    The Impact of Corporate Image and Service Quality on Customer Satisfaction of Vietnamese Commercial Banks
    作者: 高錦秀
    Cao, Thi Cam Tu
    贡献者: 財務金融學系
    关键词: Customer Satisfaction
    Corporate Image
    Service quality
    Vietnamese Commercial Banks
    日期: 2014
    上传时间: 2014-01-16 13:50:48 (UTC+8)
    摘要: In Vietnam, competition within the financial service market is strong as there have been new entrants into the market. In order to retain customers, customer satisfaction is a crux issue for bank management. Considering as the main factor, customer satisfaction is always paid attention by the researchers as well as the managers. The bank, which gains the concern and satisfaction of customers, will win and grow. Focusing on customer is becoming the most important strategy of the bank. So, enhancing customer satisfaction is an important job to do regularly to be able to respond promptly to customer’s needs.
    This study investigates the relationship between corporate image and service quality toward customer satisfaction in the commercial bank in Vietnam. The aim of the study is to understand the effect of service quality and corporate image towards customer's satisfaction in banking service, which operates in a competitive environment and where competitor information is available. The research model will be evaluated through questionnaire survey by targeting the samples from the bank customers in Vietnam. Multivariate data analysis will be adopted to empirically test the developed research hypotheses. The results of this study are the service quality and corporate image have positive relationship to customer satisfaction. Since the antecedents and consequential variables of this model have not been comprehensively evaluated, it is expected that the results of this study can serve as a benchmark for academicians to further investigate this research issue.
    显示于类别:[財務金融學系 ] 博碩士論文

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