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.