The relationship between brand image and customers’ loyalty: A case study of commercial banks in Vietnam
Published: July 30, 2026
Abstract
This study is to determine how brand image impacts the loyalty of customers towards Vietnamese commercial banks. In this study, analytical methods including exploratory factor analysis (EFA) and multiple linear regression analysis are used to analyze data from 28 Vietnamese commercial banks. A survey is conducted in this study from May 2021 to February 2022. The study finds out these factors of the brand image including the influence from other people (AH), the better customer’s feeling towards the bank (TD), the ability to provide products and services (SPDV), the promotion (QB), the convenience (STT), and the banking staff (NV) impact the loyalty of customers towards Vietnamese commercial banks with the significance level of 5 percent. These study’s results are important for researchers, and policy makers of financial institutions like commercial banks to find out appropriate solutions to improve their customer loyalty.
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