CUSTOMER LOYALTY TO COMMERCIAL BANKS ON THE USE OF CARD PAYMENT SERVICES

Abstract

With the development of modern technology nowadays, banking services are also changing. Modern payment services such as online payment and card payment are widely applied to increase the level of service for customers and increase significant revenue for banks. In order to increase the number of customers the use of card payment services was introduced, banks shall not only extend payment on the use of card payment services to new customers but also take measures to maintain the number of current customers to avail the use of services card. The current customers continued patronage of the bank's products and services in the future is known as customer loyalty. By using the questionnaire as the main tool for data collection, using the Likert scale to rank responses and attitudes of respondents showed that card payment service in Thai Nguyen still have some problems when customers are not really loyal to this service andthe assessment of customers is different among banking groups. Therefore, in order to strengthen customer loyalty for card payment services, it is necessary to improve the factors in enhancing the level of customer satisfaction in terms of facilities, service costs, switching cost to prevent customers from switching to another bank card services, promoting the habit of using the card to expand the card payment. Maintaining customer loyalty for card payment services will enable banks to complement relationships with their customers and expand their business, thus, increasing profits.