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Empirical Study on Banking Service Behavior in Vietnam

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Part of the Studies in Computational Intelligence book series (SCI,volume 809)

Abstract

The aim of this research aimed to investigate the relationship emotional evaluation, rational evaluation and customer brand relationship in Vietnamese retail banking service. Survey data was collected from 450 customers some bank brands in HCM City. The research model was proposed from the study of emotional evaluation, rational evaluation and customer brand relationship of some authors in abroad. The reliability and validity of the scale were tested by Cronbach’s Alpha, Average Variance Extracted (Pvc) and Composite Reliability (Pc). The analysis results of structural equation model (SEM) showed that the relationship emotional evaluation, rational evaluation and customer brand relationship had a relationship with each other.

Keywords

  • Smartpls 3.0 software
  • Emotional evaluation
  • Rational evaluation
  • Customer brand relationship
  • Structural Equation Model
  • SEM
  • Factors
  • Relationship

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Correspondence to Ngo Van Tuan .

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Van Tuan, N., Khoi, B.H. (2019). Empirical Study on Banking Service Behavior in Vietnam. In: Kreinovich, V., Thach, N., Trung, N., Van Thanh, D. (eds) Beyond Traditional Probabilistic Methods in Economics. ECONVN 2019. Studies in Computational Intelligence, vol 809. Springer, Cham. https://doi.org/10.1007/978-3-030-04200-4_51

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