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研究生:陳維慶
研究生(外文):Tran Duy Khanh
論文名稱:Research on service quality, customer satisfaction and repurchase intention of banking industry in Vietnam
論文名稱(外文):Research on service quality, customer satisfaction and repurchase intention of banking industry in Vietnam
指導教授:林豐騰林豐騰引用關係
學位類別:碩士
校院名稱:樹德科技大學
系所名稱:金融與風險管理系碩士班
學門:商業及管理學門
學類:財務金融學類
論文種類:學術論文
論文出版年:2012
畢業學年度:100
語文別:英文
論文頁數:38
中文關鍵詞:N/A
外文關鍵詞:SERVQUALService QualityCustomer SatisfactionRepurchase Intention.
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This research is conducted to find the factors shaping bank customer perceptions of service quality, sheds light on the direct influence of perceptions on customer loyalty.Nowadays, banking environment is characterized by increased competition, uncertain economic conditions and shifts in global trading relationships. The pressure to understand market conditions and customer requirements is growing to the point where organizations will be compelled to exceed, rather than simply meet, customer expectations. In adapting to this pressure, organizations are looking to service initiatives as a way to create or sustain competitive advantages.Measuring customer satisfaction is, therefore, critical to the process of serving the customer and responding faster and better than competition. The objective of this article is to address the importance of improving service quality in the banking industry.A questionnaire was developed to indentify underlying dimensions of bank quality and to assess consumers’ perceptions of the importance of each of these dimensions. Two large banks were selected, with five branches among them. To serve for the study, we use the conceptual model of Parasuraman et al (1985, 1988) in which comprises five dimensions with namely: Tangible, Responsiveness, Assurance, Empathy and Reliability. Questionnaires were sent to 300 customers and staff of banking. The result has showed that Reliability dimension has strongly impact on customer’s satisfaction in banking industry. Additionally, the findings also point out the relevant directions that intend to enhance their service through by service staffs are as the key factor related to service quality in the bank.

Table of Contents
ABSTRACT i
ACKNOWLEDGMENTS iii
Table of Contents iv
List of Tables vi
List of Figures vii
Chapter 1 Introduction 1
1.1 Research Background 1
1.2 Research Purpose 2
1.3 Research Questions 2
1.4 Significance of the Study 2
1.5 Research Procedure 3
Chapter 2 Literature Review 4
2.1 Overview of Viet Nam Banking industry. 4
2.2 Definition and Characteristics of Service 7
2.3 Service Quality 8
2.3.1 Defining Service Quality 8
2.3.2 Measuring Service Quality 10
2.4 Customer Satisfaction 11
2.4.1 Defining Customer Satisfaction 11
2.4.2 Measuring Customer Satisfaction 12
2.5 Repurchase Intention 13
2.6 Relationship among Service Quality, Customer Satisfaction and Repurchase Intention 14
Chapter 3 Research Methodology 15
3.1 Research Framework 15
3.2 Hypotheses Development 15
3.3 Design of Instrument 16
3.4 Sampling 16
3.5 Data Analysis 16
3.5.1 Descriptive and Demographic analysis 17
3.5.2 Bivariate Correlation 17
3.5.3 Regression Analysis 17
Chapter 4 Data analysis and Results 18
4.1 Demographic Characteristics 18
4.2 Descriptive Statistic 18
4.3 Correlation Cofficient and Reliability Testing 21
4.3.1 Reliability Analysis of variable 21
4.3.2 Correlations Analysis 21
4.4 Regression Analysis 22
4.4.1 Regression of SEQ (Service Quality) on TAN(Tangibles), REL(Reliability), RES(Responsiveness), ASS(Assurance), EMP(Empathy) 22
4.4.2 Regression of SEQ (Service Quality) on CS (Customer Satisfaction): 23
4.4.4 Regression of CS (Customer Satisfaction) on RI (Repurchase Intention) 23
4.5 Summarize of Results 25
Chapter 5 Conclusion and Discussions 27
5.1 Summary of research findings 27
5.2 Discussion of the hypothesis 27
5.3 Limitations and future research directions 29
5.4 Contributions of study 29
REFERENCES 30
APPENDIX: QUESTIONAIRE IN ENGLISH 35

List of Tables
Table 1: Banks in Viet Nam 5
Table 2 : Definition of Service Quality 10
Table 3: Definition of Customer Satisfaction 12
Table 4. Characteristics of Respondents (n=252) 19
Table 5. Descriptive Statistic 20
Table 6: Construct Reliability 21
Table 7: Correlations between constructs 21
Table 8: Multiple - Regression Analysis Results (TAN, REL, RES, ASS and EMP on SQ) 22
Table 9: Multiple - Regression Analysis Results (SQ on CS) 23
Table 10: Multiple - Regression Analysis Results (SQ on RI) 23
Table 11: Multiple - Regression Analysis Results (CS on RI) 24
Table 12: Result of structural model 25

List of Figures
Figure 1. Research Structure 3
Figure 2. Research Framework 15



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