THE EFFECTS OF SERVICE QUALITY, BRAND IMAGES ON CUSTOMER SATISFACTION AND LOYALTY AT COMMERCIAL BANKS IN DA NANG CITY

Abstract

This study focuses on defining the relationship between Service Quality, Brand Images, Satisfaction and Loyalty of individual customers in banking sector at Da Nang city. Based on a sample of 332 individuals who are customers with transactions at commercial banks in Da Nang city, statistical methods, Cronbach's Alpha test, Exploratory Factor Analysis (EFA), Affirmative Factor Analysis (CFA) and Structural Equation Model (SEM) for analysis. The results show that (1) CLDV (Service Quality), HA (Brand Image) positively affects HL (Satisfaction) and (2) HA (Brand Image), HL (Satisfaction) positive effects on TT (Loyalty) and (3) DB (Guarantee), DU (Responsibility), TC (Level of Confidence), HH (Tangible Media), TCN (Accessibility) is really meaningful in constituting the factor CLDV (Service Quality).