Chất lượng mối quan hệ giữa ngân hàng và khách hàng đối với hành vi mua chéo của khách hàng: Trường hợp Bancassurance Việt Nam
DOI:
https://doi.org/10.24311/jabes/2022.33.10.07Keywords:
Bancassurance, Relationship quality, Cross-buying behavior, VietnamAbstract
In recent years, cross-buying (or selling) has contributed greatly to the revenue of Vietnamese banks, helping the banking system to overcome the most difficult period due to the COVID-19 pandemic. One of the most popular cross-buying (or selling) activities today is buying insurance distributed through banks (Bancassurance). The paper examines the influence of relationship quality (including satisfaction and trust), perceived value and image on customers' cross-buying behavior on Bancassurance in Vietnam. Using an in-depth interview technique with banking experts, the research results show that “relationship quality” plays the most important role in customers' cross-buying behavior for Bancassurance. When considering the aspects of relationship quality, “trust” is considered to have a stronger influence than “satisfaction”. Besides, “image” is also considered in the cross-buying decisions of customers. In contrast, customers' perceived value of insurance products has almost no impact on their cross-buying behavior.
References
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211.
Ajzen, I. (2002). Perceived behavioral control, self-efficacy, locus of control, and the theory of planned behavior. Journal of Applied Social Psychology, 32(4), 665–683.
Armitage, C. J., & Connor, M. (2001). Efficacy of the theory of planned behavior: A meta-analysis. British Journal of Social Psychology, 40(4), 471–499.
Aurier, P., & N’Goala, G. (2010). The differing and mediating roles of trust and relationship commitment in service relationship maintenance and development. Journal of the Academy of Marketing Science, 38(3), 303–325.
Báo cáo đánh giá Việt Nam. (2020). Top 10 Ngân hàng thương mại Việt Nam uy tín năm 2020. Truy cập ngày 14/7/2020, từ https://vietnamreport.net.vn/Cong-bo-Top-10-Ngan-hang-thuong-mai-Viet-Nam-uy-tin-nam-2020-9188-1049.html
Bloemer, J., Brijs, T., Swinnen, G., & Vanhoof, K. (2002). Identifying latently dissatisfied customers and measures for dissatisfaction management. The International Journal of Bank Marketing, 20(1), 27–37.
Bolton, G. E., Katok, E., & Ockenfels, A. (2004). How effective are electronic reputation mechanisms? An experimental investigation. Management Science, 50(11), 1587–1602.
Bolton, R. N., Lemon, K. N., & Bramlett, M. D. (2006). The effect of service experiences over time on a supplier retention of business customers. Management Science, 52(12), 1811–1823.
Bravo, R., Montaner, T., & Pina, J. M. (2009). The role of bank image for customers versus non-customers. The International Journal of Bank Marketing, 27(4), 315–334.
Cannière, M., Pelsmacker, P., & Geuens, M. (2010). Relationship quality and purchase intention and behavior: The moderating impact of relationship strength. Journal of Business & Psychology, 25(1), 87–98.
Chau, V. S., & Ngai, L. W. L. C. (2010). The youth market for internet banking services: Perceptions, attitude and behaviour. Journal of Services Marketing, 24(1), 42–60.
Claessens, S., Dell’ Ariccia, G., Igan, D., & Laeven, L. (2010). Cross-country experiences and policy implications from the global financial crisis. Economic Policy, 25(62), 267–293.
Crosby, L. A., Evans, K. R., & Cowles, D. (1990). Relationship quality in services selling: An interpersonal influence perspective. Journal of Marketing, 54(3), 68–81.
Fernandes, T., & Pinto, T. (2019). Relationship quality determinants and outcomes in retail banking services: The role of customer experience. Journal of Retailing and Consumer Services, 50,
30–41.
Ghosh, S. R. (2006). East Asian Finance: The Road to Robust Markets. Washington D.C.: The
World Bank.
Hennig-Thurau, T., & Klee, A. (1997). The impact of customer satisfaction and relationship quality on customer retention: A critical reassessment and model development. Psychology & Marketing, 14(8), 737–764.
Hong, J. K., & Lee, Y. I. (2012). Determinants of cross-buying intentions in banking services in collectivistic culture. International Journal of Bank Marketing, 30(5), 328–358.
Hong, J. K., & Lee, Y. I. (2014). Bancassurance in East Asia: Cultural impact on customers’ cross-buying behavior. Journal of Financial Services Marketing, 19(3), 234–247.
Johnson, D., & Grayson, K. (2005). Cognitive and affective trust in service relationships. Journal of Business Research, 58(4), 500–507.
Lichtenstein, D. R., Ridgway, N. M., & Netemeyer, R. G. (1993). Price perceptions and consumer shopping behavior: A field study. Journal of Marketing Research 30(2), 234–245.
Lin, S.-Y. (2012). Customer orientation and cross-buying: The mediating effects of relational selling behavior and relationship quality. Journal of Management Research, 4(4), 334–358.
Liu, T.-C., & Wu, L.-W. (2008). Relationship quality and cross-buying in varying levels of category similarity and complexity. Total Quality Management, 19(5), 493–511.
Liu, T.-C., & Wu, L.-W. (2009). Cross-buying evaluations in the retail banking industry. The Service Industries Journal, 29(7), 903–922.
Merriam, S. B. (2002). Qualitative Research in Practice: Examples for Discussion and Analysis (p. 3–16). San Francisco, CA: Jossey-Bass Publishers.
Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20–38.
Mukerjee, K., & Shaikh, A. (2019). Impact of customer orientation on word-of-mouth and cross-buying. Marketing Intelligence & Planning, 37(1), 97–110.
Nassaji, H. (2015). Qualitative and descriptive research: Data type versus data analysis. Language Teaching Research, 19(2), 129–132.
Ndubisi, N. O., & Wah, C. K. (2005). Factorial and discriminant analyses of the underpinnings of relationship marketing and customer satisfaction. International Journal of Bank Marketing, 23(7), 542–557.
Ngô Hải. (2021). Khai phá tiềm năng Bancassurance tại Việt Nam. Truy cập ngày 29/01/2021, từ https://thitruongtaichinhtiente.vn/khai-pha-tiem-nang-bancassurance-tai-viet-nam-33285.html
Ngobo, P. V. (2004). Drivers of customers’ cross-buying intentions. European Journal of Marketing, 38(9), 1129–1157.
Nowell, L. S., Norris, J. M., White, D. E., & Moules, N. J. (2017). Thematic analysis: Striving to meet the trustworthiness criteria. International Journal of Qualitative Methods, 16(1), 1–13.
Oliver, R. L. (1997). Satisfaction: A Behavioral Perspective on the Customer. New York: The McGraw-Hill Companies.
King, N. (1994). The qualitative research interview. In C. Cassell & G. Symon (Eds.), Qualitative Methods in Organizational Research: A Practical Guide (pp. 14–36). London: Sage Publications, Inc.
Kwiatkowska, J. (2019). Cross-selling and up-selling in a bank. Copernican Journal of Finance & Accounting, 7(4), 59–70.
Rajaobelina, L., & Bergeron, J. (2009). Antecedents and consequences of buyer-seller relationship quality in the financial services industry. International Journal of Bank Marketing, 27(5),
359–380.
Reinartz, W. J., & Kumar, V. (2003). The impact of customer relationship characteristics on profitable lifetime duration. Journal of Marketing, 67(1), 77–99.
Roig, J. C. F., Garcia, J. S., Tena, M. A. M., & Monzonis, J. L. (2006). Customer perceived value in banking services. International Journal of Bank Marketing, 24(5), 266–283.
So, K. K. F., King, C., Sparks, B. A., & Wang, Y. (2016). Enhancing customer relationships with retail service brands: The role of customer engagement. Journal of Service Management, 27(2), 170–193.
Soureli, M., Lewis, B. R., & Karantinou, K. M. (2008). Factors that affect consumers’cross-buying intention: A model for financial services. Journal of Financial Services Marketing, 13(1), 5–16.
Supriyanto, A., Wiyono, B. B., & Burhanuddin, B. (2021). Effects of service quality and customer satisfaction on loyalty of bank customer. Cogent Business & Management, 8(1), 1937847.
Trâm Anh. (2021). Ngân hàng “kém sắc”, Bancassurance là “cứu tinh” cuối năm 2021. Truy cập ngày 13/10/2021, từ https://vneconomy.vn/ngan-hang-kem-sac-bancassurance-la-cuu-tinh-cuoi-nam-2021.htm
Trần Huy Hoàng. (2008). Bancansurance model in the insurance market in Vietnam. Journal of Economic Development, 167, 12–14.
Trần Thị Yến Vinh. (2021). Phân tích tính hai mặt của Bancassurance tại Việt Nam. Tạp chí Công Thương, 13(6). Truy cập từ https://tapchicongthuong.vn/bai-viet/phan-tich-tinh-hai-mat-cua-bancassurance-tai-viet-nam-82562.htm
Tung, B., & Carlson, J. (2015). Examining determinants of cross buying behaviour in retail banking. International Journal of Quality & Reliability Management, 32(8), 863–880.
Ugwuanyi, C. C., & Idoko, E. C. (2022). Effects of self-service technologies’ attributes on bank customers’ experience, relationship quality and re-use intention: Insights from a developing economy. Vision: The Journal of Business Perspective. doi: 10.1177/0972262922111003
Verhoef, P. C., Franses, P. H., & Hoekstra, J. C. (2001). The impact of satisfaction and payment equity on cross-buying: A dynamic model for a multi-service provider. Journal of Retailing, 77(3), 359–378.
Verhoef, P. C., Franses, P. H., & Hoekstra, J. C. (2002). The effect of relational constructs on customer referrals and number of services purchased from a multiservice provider: Does age of relationship matter?. Journal of Academy of Marketing Science, 30(3), 202–216.
Venkatesan, R., & Kumar, V. (2004). A customer lifetime value framework for customer selection and optimal resource allocation strategy. Journal of Marketing, 58(4), 106–125.
Vyas, V., & Raitani, S. (2015). A study of the impact of relationship marketing on cross-buying. Journal of Relationship Marketing, 14(2), 79–108.
Vyas, V., & Raitani, S. (2016). Cross-buying as a challenge in emerging markets: A study of the effect of technology adoption on cross-buying intentions. International Journal of Financial Innovation in Banking, 1(1/2), 80–98.
Vyas, V., & Raitani, S. (2018). Understanding the role of web-benefits in cross-buying. International Journal of Electronic Marketing and Retailing, 9(1), 1–21.
Vyas, V., Roy, A., & Raitani, S. (2018). Do the competitors affect cross-buying decisions?. International Journal of Bank Marketing, 36(1), 2–18.
Zeithaml, V. A., & Bitner, M. J. (2003). Service Marketing: Integrating Customer Focus across the Firm (3rd Ed.). New York: McGraw Hill.
Wong, A., & Sohal, A. S. (2002). An examination of the relationship between trust, commitment and relationship quality. International Journal of Retail and Distribution Management, 30(1), 34–50.
Wong, Y., Hung, H., & Chow, W. K. (2007). Mediating effects of relationship quality on consumer relationship: An empirical study in Hong Kong. Marketing Intelligence & Planning, 25(6),
581–596.
Downloads
Published
Issue
Section
License
Copyright (c) 2026 JOURNAL OF ASIAN BUSINESS AND ECONOMIC STUDIES
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
