Factors Affecting the Customer Satisfaction and Bank Brand Loyalty of Depositing Savings Individual Customers in Vietnam

Abstract

Identifying and evaluating factors that affect customer satisfaction and bank brand loyalty are seen as the basis for the bank's ability to develop a customer-focused marketing strategy. This research builds and validates the Structured Equation Model (SEM) to assess the causal effect of factors such as service quality, brand reputation and CSR on satisfaction and loyalty of the bank brand of deposit savings individual customers in Vietnam. The results of the survey with 620 individual clients by random interview in Hanoi showed that the quality of service, brand reputation and CSR of the bank positively impacted in decreasing order of customer satisfaction and it have a strong impact on the bank loyalty.