| dc.description.abstract | In order to maintain a position and market share in the intense market, the banks have to deploy the strategies to enhance customer loyalty and reduce customer exit and also to become more competitive. Customers have more options to choose when the market become fiercer. In the retail banking industry, credit card loan is one of key products which clearly bring the profit for the bank. Hence, it is important for the bank to understand which factor may affect customer decision in switching to other credit card issuer.
In the context of Vietnam market, under the regulation of State Bank of Vietnam, the retail banking industry become more competitive and developed. For the Vietnam card market, there are many opportunities to growth and bring benefits to the banks. This study focus on identifying and analyzing the factors that influence customer switching behavior in credit card service in Vietnamese retail banking sector.
The result of this study show that Price, Reputation, Service Quality, Promotion, Switching Costs, Convenience and Technology affect customer switching behavior. In conclusion, this study give the insights for researchers and managers to implement the strategies to prevent customer switching behavior in credit card service. Furthermore, this study also provide information for future researches on customer switching behavior in the banking industry.
Keywords: customer switching behavior, credit card, Vietnamese retail banking | en_US |
