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All Journal Gadjah Mada International Journal of Business Dinamika Pendidikan
Nguyen, Nam Hoai
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Economics, Econometrics & Finance

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Linking Relationship Marketing to Customer Loyalty in The E-Banking Context: The Central Role of Customer Satisfaction Hoang, Dung Phuong; Nguyen, Nam Hoai
Gadjah Mada International Journal of Business Vol 26, No 1 (2024): January - April
Publisher : Master in Management, Faculty of Economics and Business, Universitas Gadjah Mada

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22146/gamaijb.73450

Abstract

This research examines the interrelationships between relationship marketing, customer satisfaction and customer loyalty in e-banking’s context. The study was conducted in two phases: In-depth interviews and a quantitative survey with a sample of 690 Vietnamese individual and corporate e-banking customers. The research results show that customer satisfaction mediates the impact of relationship marketing on customer loyalty among individual customers. Meanwhile, instead of customer satisfaction, relationship marketing significantly and directly contributes to the loyalty of the corporate customer group. The significance and magnitude of the effects that the five dimensions of relationship marketing’s effectiveness have on customer satisfaction and loyalty, which include the banks’ commitment, customer experience, process-driven approach, service reliability and application of technology, are also different between the two customer segments. This study theoretically contributes to the research stream regarding the mechanism underlying the relationship between relationship marketing’s effectiveness and customer loyalty in the e-banking context, and proposes practical implications for commercial banks to effectively apply relationship marketing in the virtual business environment.
Enhancing Student Satisfaction with University’s Information in Social Media Environment: Mediating Role of Parasocial Interaction Nguyen, Nam Hoai; Nguyen, Phuc Thi Hong; Pham, Ngoc Thi
Dinamika Pendidikan Vol. 20 No. 1 (2025): Dinamika Pendidikan
Publisher : Economics Education Department Universitas Negeri Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15294/dp.v20i1.2803

Abstract

Nowadays, universities use social networks as a crucial tool for providing information and engaging students. Factors like openness, perceived interaction, and parasocial interaction influence students' feelings toward these interactions. Parasocial interaction, the imagined relationship between the sender and receiver, significantly impacts students' attitudes and engagement. This study aims to evaluate the effects of perceived interaction, openness, and parasocial interaction on student satisfaction with university social networks. A survey of 346 students from universities in Hanoi, Vietnam, was conducted, and data were analyzed by the structural equation model (SEM). Results show that perceived interaction, openness, and parasocial interaction positively impact student satisfaction. Moreover, parasocial interaction mediates the relationship between perceived interaction, openness, and satisfaction. Additionally, content quality and responsiveness on social networks play a vital role in shaping students' perceptions and engagement. Universities that provide high-quality, timely content and meaningful interactions can strengthen student trust and satisfaction. These findings suggest that universities should optimize their social media strategies, focusing on interactive communication and content relevance to enhance student relationships and engagement.
Co-Authors Hoang, Dung Phuong Nguyen, Phuc Thi Hong Pham, Ngoc Thi