Brand image on intention of banking services using: the case of Vietnam banks

Abstract

The paper is aimed at estimating the impact of banking brand-image on the intention of customers and non-customers to use banking services. The research is based upon questionnaires data from 362 random customers and non-customers of nine banks in Vietnam, during the period from May to July of 2017, as well as SPSS 20 and AMOS were used to analyse the data and tested the estimation model, theories and hypotheses. The results show that for customers - the bank’s reputation and brand attitude influence the intention banking services using; for non-customers - both brand image and brand attitude impact on the intention of the use of the bank’s services. Recommendations are proposed to enhance brand image of banks for the final target of increasing banking services using.