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Abstract
This study explores the relationship between Switching Cost, Satisfaction and Loyalty of banking customer. SEM (Structural Equation Modeling) results analized on 241 banking customers in Ho Chi Minh City indicate that the satisfaction of the customer is the significant antecedent of both attitudianal and behavioral loyalty. Customer satisfaction explains 61% of changes in attitudinal loyalty and 41% changes in behavioral loyalty. Switching Cost is not important with attitudinal and behavioral loyalty of Vietnamese banking customers. Finally, implications for managers are discussed.
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Article Details
Issue: Vol 16 No 3 (2013)
Page No.: 77-85
Published: Sep 30, 2013
Section: Economics, Law and Management - Research article
DOI: https://doi.org/10.32508/stdj.v16i3.1630
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Copyright: The Authors. This is an open access article distributed under the terms of the Creative Commons Attribution License CC-BY 4.0., which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited.
How to Cite
Nguyen, V., & Huynh, L. (2013). The relationship between switching cost, satisfaction and loyalty of banking customers. Science and Technology Development Journal, 16(3), 77-85. https://doi.org/https://doi.org/10.32508/stdj.v16i3.1630
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