Factors Influencing On The Brand Name Of Hd Bank In Bienhoa City

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Nguyet, V. M. (2016). Factors Influencing On The Brand Name Of Hd Bank In Bienhoa City. Journal of Business Management and Economics, 4(8), 17–21. https://doi.org/10.15520/jbme.2016.vol4.iss8.214.pp17-21
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Abstract

The word "brand" is increasingly important to businesses and familiar with customers. Assets of the business are not only the value of land, machinery, plant, equipment... but also brand value which is the ideas and beliefs in the customers' mind about the products or services the company provides.This paper Data conducted during the period from June 2015 to June 2016. Moreover, the research results showed that there were 500customers of HD bankinterviewed and answered nearly 19 questions.The banking operations in Vietnam are developing rapidly, which creates fierce competition among banks. To exist in highly competitive market, banks have to create the difference in products, take part actively in the process building and developing the brand of bank because brand will bring the bank a lot of benefits such as customers' recognition, and loyalty, improving service's quality, expanding operating size, increasing reliability. The purpose of the research is to find the factors which highly influence on the bank's brand. Quantitative model has been used to get this research purpose. The result of this research shows that the bank's brand name has relation to the following factors: Product Quality, image, prestige andcustomer care service affecting Branch name of HD bank significance level of 5 %.

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