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Summary
This research builds and validates the Structured Equation Model (SEM) to assess the causal effect
offactors such as Service quality. Brand prestige and Social responsibility on the Satisfaction
and Loyalty to the bank brand of deposit savings individual customers in Vietnam. The result of
the survey to 620 individual clients by random interview in Ha Noi shows that Service quality,
Brand prestige and Social responsibility of the bank positively impact in decreasing order on
Satisfaction and Satisfaction creates a strong impact on Loyalty to the bank brand.
18 nift
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thanh thai dp; (3) Ldng trung thanh ke't Str dong cam
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= 620 > 200, nen nhdm tac gia sff dung Hg so' vide Itfcfng DO Igch Gia tri Md'c
tieu ehuan eua Kettinger va Lee (1995) trung binh chuan tdi han y nghia P
cha'p nhan CMIN/df < 5; GFI, TLI, CFI > Slf hai long <— Trach nhiem xa hoi 0,254 0,028 9,168 ^^^
0,9 (Bentler va Bonett, 1990); RMSEA < Slf hai long <— Uy tin thu'dng hieu 0,412 0,088 5,168 ^**
Slf hai long <— Chat lUdng tdng the 0,576 0,116 4,487 ^**
0,08, trffdng hdp RMSEA < 0,5 dtfdc coi
Long
la rat td't. trung thanh
<— Suhai long 0,620 0,788 10,135 H^^^
Qua phan tich SEM, gia tri CMIN/df Trung thanh ***
= 2,982; GFI = 0,902; CFI = 0,916, TLI < - Long trung thanh 0,519 0,050 10,420
thai do
= 0,908, RMSEA = 0,068, chtfng td md Trung thanh
<— Long trung thanh 1,000 0,537 8,384 ^^^
hinh hoan toan phu hdp vdi dff lieu eua hanh vi
thi trffdng. P: miic y nghia; *** = p <0,001
Theo ke't qua kiem dinh md hinh d Nguon: Tinh toan ciia nhom tac gia
Bang 3, gia tri P-value < 0,05 va trpng sd'
cd da'u dffdng. Do vay, cd the khang dinh xa hdi. Chat Iffdng dich vu tdng the va Uy tin thtfdng
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ldng. Trong dd. Chat Itfdng tdng the tae Thd nhdt, cai thien chat Iffdng dich vu tdng the. De
ddng manh nha't (Beta = 0,576), tiep den nang cao chat Iffdng dich vu tdng the, cac NHTM can
la Uy tin thtfdng hieu (Beta = 0,412) va quan tam cai thien ta't ea cac nhan td': phffdng tien hffu
cud'i eiing la Trach nhiem xa hdi (Beta = hinh, nang life phue vu, kha nang dap ffng, sff ddng cam
0,254). Ngoai ra, ke't qua cung eho biet, va dp tin cay. Trong dd, nang life phue vu can dffdc coi
Stf hai ldng tae ddng thuan chieu vdi trpng hang dau de ed the nang cao va cai thien chat
Ldng trung thanh vdi mffe dp manh (Beta Iffdng dich vu.
= 0,620). Nhff vay, ta't ea cae gia thuyet Thd hai, xay dffng va duy tri uy tin thffdng hieu ngan
tff HI, H2, H3, H4 deu dffdc chap nhan. hang thdng qua cac boat ddng truyen thdng marketing,
minh bach hda thdng tin, cat giam thu tue, cham sdc
KET LUAN VA HAM Y khach hang cd bai ban, nhanh chdng cung cap va xff ly
dich vu trong thdi gian nhanh nha't...
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ldng lai chiu anh hffdng bdi Trach nhiem cffc tff khach hang, khien hp de dang hai ldng hdn.U
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