[[alternative]]Study on the Credit Loans of Consumers--The Behavior of Vietnamese

[[abstract]] 隨著經濟的發展，消費品變得豐富，種類繁多，款式多樣，以適應買家的需求。然而，由於越南目前的收入，大多數消費者無法同時支付所有購物需求，特別是昂貴的物品。捕捉這一事實，銀行以各種方式提供消費者貸款服務，使客戶能夠在支付之前滿足他們的需求。過去相關文獻之研究，大多只研究服務品質對企業形象的影響，較少研究產品認知和產品品質是否影響到企業形象。因此，本研究認為顧客不僅透過服務品質來評價企業形象，顧客也透過企業的產品認知、產品品質來評價企業形象。本研究主要目的是探討產品認知、產品品質、服務品質對企業形象的影響程度。本研究共收集了478份問卷，有效問卷為459份，並以SPSS 20的統計分析軟體進行資料統計與假設驗證。本研究實證結果顯示，產品認知、產品品質與服務品質對企業形象有正向影響；產品品質因職業與收入而產生差異。服務品質因年齡、職業與收入而產生差異；企業形象因年齡與職業而產生差異。最後，本研究會根據研究結果可以提出一些建議，希望能給越南銀行能提高企業形象。[[abstract]] Along with the economic development, consumer goods become rich, diverse with different types, different models, in accordance with the needs of buyers. However, with current income in Vietnam, most consumers cannot pay for all shopping needs at the same time, especially expensive items. Seeing this fact, banks have provided consumer lending services in a variety of ways to enable customers to satisfy their needs before being able to pay. Majority of previous researches focused on the influence of service quality on corporate image, and less on whether product cognition and product quality affect corporate image.Therefore, this study proposes that customers not only evaluate corporate image through service quality, but also evaluate corporate image through corporate product perception and product quality.The main purpose of this study is to explore the influence of product recognition, product quality and service quality on corporate image. A total of 478 questionnaires were collected in this study, among them 459 questionnaires were valid. The statistical analysis software of SPSS 20 was used for data statistics and hypothesis verification. The empirical results of this study show that: product recognition, product quality and service quality have a significiantly positive effect on corporate image.The influence of product quality shows significant differences among occupations and income conditions. The influence of service quality shows significant differences among ages, occupations and income conditions. The influence of corporate image shows significant differences among ages and occupations. Finally, this study provides some suggestions based on the research results, hoping to raise the corporate image of Vietnamese banks