(Luận văn thạc sĩ) nghiên cứu lòng trung thành của khách hàng trong ngành ngân hàng tại TPHCM

ttp://www.vietcombank.com.vn

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industry”,

working

paper,

from


i

PHỤ LỤC
Phụ lục I:
MƠ HÌNH VÀ THANG ĐO CỦA G.ABDOLLAHI (2008)
Mơ hình nghiên cứu:

Hình vẽ

Mơ hình nghiên cứu của Goulrou Abdollahi (2008)

Habit
H4

Loyalty

H5
H1

Tangible
Quality

H6

H2

H3

Intangible
Quality

Switching
Cost

Choosing
Satisfaction

(Nguồn: Goulrou Abdollahi (2008), Creating a model for customer loyalty in banking industry of Iran, tr.77
[25])


ii

Các thang đo:
Thang đo Lòng trung thành
I would always recommend my bank to the others
It would be difficult to change my beliefs about this bank
I am a loyal customer to this bank
I do not like to change to another bank because this bank sees my needs
I would always use this bank’s services
I would always consider this bank as the first choice if I need new services
Even if close friends recommended another bank, my preference for this bank would
not change
Thang đo Sự thỏa mãn
This bank doesn’t meet my needs
The bank I work with is far from my expectations of an ideal bank

According to my experiences, I’m satisfied with this bank
In comparision to other banks, I consider this bank and its services successful
Thang đo Quyết định lựa chọn
Before choosing a bank I consider its advantages and disadvantages
The decision which I make for choosing a bank for the first time is very important
Before choosing a bank, I compare it with other banks
Thang đo Thói quen
I use this bank because my family also uses it
I use this bank because I am admitted as a member of this bank by my office or
family
I use this bank because it is near my office or home
I use this bank because it has many branches
I use this bank because this is the first bank which I used its services
I’m used to using of the services of this bank