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 effects of attitude trust and switching cost on loyalty in commercial banks in Ho Minh City Accounting 6 2020 151 160 Contents lists available at GrowingScience Accounting homepage ac The effects of attitude trust and switching cost on loyalty in commercial banks in Ho Minh City Van Dung Haa aBanking University Hochiminh City Vietnam CHRONICLE ABSTRACT Article history This paper focuses on identifying the effects of attitude trust switching cost on loyalty of individual customers in Received September 12 2019 commercial banks in Ho Chi Minh City. Based on a sample of 282 customers the paper employs Frequencies Received in revised format Cronbach s Alpha test Exploratory Factor Analysis EFA Affirmative Factor Analysis CFA and Structural September 30 2019 Equation Model SEM for analysis. The results show that the Attitude had a positive impact on Trust Loyalty Accepted November 7 2019 Trust and Switching cost positively affects Loyalty. Available online November 7 2019 Keywords Attitude Trust Switching cost Loyalty Bank 2020 by the authors licensee Growing Science Canada 1. Introduction Loyalty is considered a constant subject of discussion among researchers when it comes to attracting and keeping customers coming back to deal with banks Tweneboah-Koduah amp Farley 2015 . Many studies have conducted experiments on trust affecting loyalty and the results confirm the positive influence of trust on customer s loyalty in all areas including banking and finance industry Sirdeshmukh et al. 2002 Akhgari et al. 2018 . However considering other issues like attitude switching cost and trust affecting loyalty very few studies have been accomplished. Switching cost is increasingly becoming a powerful barrier to help banks preserve their customers not only that considering the customer s attitude is an important premise in attracting and connecting customers to banking transactions Akhgari et al. 2018 Bravo et al. 2009 . Attitude is a .
