臺灣博碩士論文加值系統

本文主要包括四個主要內容：（1）零售銀行發展的理論框架; （2）不同資源對零售銀行客戶忠誠度影響的假設發展; （3）評估Thua Thien Hue的Vietinbank零售銀行服務的資本資源和客戶忠誠度; （4）落實順天省復旦銀行零售銀行業務發展戰略的建議。
通過Thue Thien Hue省的Vietinbank的實證研究，我評估了銀行資源對個人客戶忠誠度的影響。具體而言，Thu Thien Hue省有5個影響個人客戶忠誠度的資源，即：財務資源，人力資源，技術資源，聲譽和組織資源。
通過在Vietinbank在順化省的零售銀行業務的內部因素的分析，我說的是，除了優勢，Vietinbank在順化省仍然有分公司和銷售渠道，人力資源的系統和產品的多元化弱點。在此基礎上，我提出了實施“順天順化”復旦銀行零售銀行業務戰略的建議。

This thesis involves four main contents, including: (1) theoretical framework of development strategy for retail banking service; (2) hypothesis development on impacts of different resources on customer loyalty in retail banking service; (3) assessing capital resources and customer loyalty on retail banking service of Vietinbank in Thua Thien Hue; and (4) recommendations for implementing the development strategy for retail banking of Vietinbank in Thua Thien Hue Province.
By an empirical study at Vietinbank in Thua Thien Hue Province, I assessed the impacts of the bank’s resources on individual customer’s loyalty. Specifically, there are five resources influencing individual customer’s loyalty of Vietinbank in Thua Thien Hue Province, namely: financial resources, human resources, technology resources, reputation, and organizational resources.
Through the analysis of internal factor of retail banking at Vietinbank in Thua Thien Hue Province, I stated out that, apart from strengths, Vietinbank in Thua Thien Hue Province still has weaknesses in system of branch and distribution channels, human resources and the diversification of products. On that basis, I proposed some recommendations for implementing the development strategy for retail banking of Vietinbank in Thua Thien Hue Province.

摘要 i
Abstract ii
Acknowledgements iii
目錄 iv
List of tables vi
List of figures vii
Chapter 1: Introduction 1
1.1. Background of the study 1
1.2. Statement of the problem 2
1.3. Research questions 4
1.4. Research objectives 4
1.5. Organisation of the thesis 4
Chapter 2: Literature Review 6
2.1. Theoretical approaches 6
2.2. Theoretical framework of development strategy for retail banking service 11
2.3. Hypothesis development on impacts of different resources on customer loyalty in retail banking service 18
2.4. Research area 23
Chapter 3: Research methodology 29
3.1. Research design, data collection and analysis 29
3.2. Research sample, variable measurement and validity 34
Chapter 4: Research findings 38
4.1. Regression findings and hypothesis validity 38
4.2. Assessing capital resources and customer loyalty on retail banking service of Vietinbank in Thua Thien Hue 43
4.3. Discussion and implications 56
Chapter 5: Conclusion 65
5.1. Main findings 65
5.2. Research contributions 66
5.3. Research limits and areas for further researches 66
References 68
Appendices 71
Appendix 1: Overview of Thua Thien Hue Province 71
Appendix 2: Questionnaire 74
Appendix 3: Descriptive Statistics 80
Appendix 4: Exploratory Factor Analysis (EFA) 88
Appendix 5: Confirmatory Factor Analysis (CFA) 89
Appendix 6: Regression results 95

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