Abstract
The aim of this research aimed to investigate the relationship emotional evaluation, rational evaluation and customer brand relationship in Vietnamese retail banking service. Survey data was collected from 450 customers some bank brands in HCM City. The research model was proposed from the study of emotional evaluation, rational evaluation and customer brand relationship of some authors in abroad. The reliability and validity of the scale were tested by Cronbach’s Alpha, Average Variance Extracted (Pvc) and Composite Reliability (Pc). The analysis results of structural equation model (SEM) showed that the relationship emotional evaluation, rational evaluation and customer brand relationship had a relationship with each other.
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