TITLE:
Impact of the Bank’s Image and Reputation on Customer’s Loyalty through Customer’s Trust: A Case of Commercial Banks in Ho Chi Minh City
AUTHORS:
Vo Tan Phong, Vo Mai Duc Anh
KEYWORDS:
Corporate Image and Reputation, Customer Loyalty, Customer Trust
JOURNAL NAME:
Open Journal of Business and Management,
Vol.11 No.5,
September
28,
2023
ABSTRACT: In a global environment, the impact of a company’s
brand image and reputation on customers’ beliefs, attitudes and behaviors
becomes a critical issue. For banks, the strength of image and reputation has
quickly become a crucial leverage for differentiation and success. In addition,
the banking industry is sensitive to risks, especially in the digital
environment. Customer’s trust is a key factor affecting the decision to make
transactions with banks and customer loyalty. This study is to examine the
relationship between bank image and reputation, customer’s trust, and loyalty.
The study was conducted for commercial banks in Ho Chi Minh City. The results
show the bank’s brand image and reputation have a direct positive impact on
customer loyalty. At the same time, customer trust plays a mediating role in
this relationship. In addition, this study affirms that the determinants of
image and reputation are core services, communication, chief executive
reputation, responsiveness, social responsibility, and quality of human
resources of banks. The components of customer trust are calculus-based trust,
knowledge-based trust and identity-based trust from the perspective of Shapiro,
Sheppard, and Cheraskin.