摘要：This paper focuses on identifying the effects of attitude, trust, switching cost on loyalty of individual customers in commercial banks in Ho Chi Minh City. Based on a sample of 282 customers, the paper employs Frequencies, Cronbach's Alpha test, Exploratory Factor Analysis (EFA), Affirmative Factor Analysis (CFA) and Structural Equation Model (SEM) for analysis. The results show that the Attitude had a positive impact on Trust, Loyalty; Trust and Switching cost positively affects Loyalty.
关键词：Attitude; Trust; Switching cost; Loyalty; Bank
