THE RELATIONSHIP BETWEEN BRAND PERCEPTION AND INDIVIDUAL CUSTOMER LOYALTY: A CASE OF MILITARY COMMERCIAL JOINT STOCK BANK BRANCH HUE
Abstract
On the basis of applying structural equation modeling (SEM), this study examines the relationship between brand perception and customer loyalty. This study conducted a questionnaire survey to investigate by the random field method, with a sample of 136 customers that have been trading at the Military Commercial Joint Stock Bank, Hue Branch. The study findings show that customer loyalty is impacted by three key factors related to the brand, namely brand reliability, perceived value and perceived quality. Moreover, when the brand’s image and perceived quality are improved, the customer’s satisfaction tends to be more positive. Finally, enhancing customer satisfaction and solving complaints also significantly improve the customer’s brand loyalty.
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