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• W2901980805 abstract "Purpose: This research investigates the impacts of perceived value, customer satisfaction and brand trust that are formed by customers’ experience with the ATM banking service on brand communication, also known as customer attitude towards their banks’ marketing communication efforts, and loyalty. In addition, the mediating roles of brand communication and trust in such relationships are also examined. Design/methodology: The conceptual framework is developed from the literature. A structural equation model linking brand communication to customer satisfaction, trust, perceived value and loyalty is tested using data collected from a survey with 389 Vietnamese customers of the ATM banking service. SPSS 20 and AMOS 22 were used to analyze the data. Findings: The results indicate that customers’ perceived value and brand trust resulted from their usage of ATM banking service directly influence their attitudes toward the banks’ follow-up marketing communication which, in turn, have an independent impact on bank loyalty. More specifically, how ATM service users react to their banks’ controlled marketing communication efforts mediates the impacts of bank trust and perceived costs that were formed by customers’ experience with the ATM service on customer loyalty. In addition, brand trust is found to have mediating effect in the relationship between either customer satisfaction or perceived value and customer loyalty. Originality/value: The study treats brand communication as an dependent variable to identify factors that help either explain or anticipate how a customer reacts to their banks’ marketing communication campaigns and to what extent they are loyal." @default.
• W2901980805 created "2018-11-29" @default.
• W2901980805 creator A5042803623 @default.
• W2901980805 date "2018-11-24" @default.
• W2901980805 modified "2023-09-27" @default.
• W2901980805 title "Explaining and Anticipating Customer Attitude Towards Brand Communication and Customer Loyalty: An Empirical Study in Vietnam’s ATM Banking Service Context" @default.
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• W2901980805 doi "https://doi.org/10.1007/978-3-030-04200-4_28" @default.
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