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16 (2) 2021

Nghiên cứu mối quan hệ giữa chất lượng dịch vụ, hình ảnh thương hiệu, giá trị nhận được, niềm tin, sự hài lòng và lòng trung thành của khách hàng cá nhân trong ngành ngân hàng


Tác giả - Nơi làm việc:
Ngô Đức Chiến - Trường Đại học Kiến trúc Đà Nẵng , Việt Nam
Tác giả liên hệ, Email: Ngô Đức Chiến - chiennd@dau.edu.vn
Ngày nộp: 13-08-2020
Ngày duyệt đăng: 01-10-2020
Ngày xuất bản: 29-05-2021

Tóm tắt
Nghiên cứu này tập trung xác định mối quan hệ giữa các nhân tố Chất lượng dịch vụ, Hình ảnh thương hiệu, Giá trị nhận được, Niềm tin, Sự hài lòng và Lòng trung thành của khách hàng cá nhân trong ngành ngân hàng. Thông qua các phép phân tích cơ bản từ thống kê cho đến mô hình SEM, với dữ liệu khảo sát từ 327 cá nhân có giao dịch tại các Ngân hàng thương mại trên địa bàn Thành phố Đà Nẵng. Kết quả cho thấy, (1) Nhân tố CL (Chất lượng dịch vụ) tác động tích cực đến HA (Hình ảnh thương hiệu), GD (Giá trị nhận được), NT (Niềm tin); (2) Nhân tố HA (Hình ảnh thương hiệu) tác động tích cực đến NT (Niềm tin), HL (Sự hài lòng); (3) Nhân tố NT (Niềm tin), GD (Giá trị nhận được) tác động tích cực đến HL (Sự hài lòng) và (4) Nhân tố CL (Chất lượng dịch vụ), HA (Hình ảnh thương hiệu), NT (Niềm tin), HL (Sự hài lòng) tác động tích cực đến TT (Lòng trung thành).

Từ khóa
chất lượng dịch vụ; sự hài lòng; niềm tin; lòng trung thành

Toàn văn:
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Trích dẫn:

Ngo, D. C. (2021). Nghiên cứu mối quan hệ giữa chất lượng dịch vụ, hình ảnh thương hiệu, giá trị nhận được, niềm tin, sự hài lòng, và lòng trung thành của khách hàng cá nhân trong ngành ngân hàng [Research the relationship between service quality, brand images, value received trust, satisfaction, and loyalty in banking sector]. Tạp chí Khoa học Đại học Mở Thành phố Hồ Chí Minh – Kinh tế và Quản trị Kinh doanh, 16(2), 76-98. doi:10.46223/HCMCOUJS. econ.vi.16.2.774.2021


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