Factors affecting individual customer satisfaction with the service quality of Vietnamese banks

The main objective of this study is to identify and measure the factors affecting customer satisfaction with the quality of service at Vietnamese commercial banks. Research data was collected through convenient sampling with 182 customers using the services of commercial banks. Using the SERVPERF model as a basis for research, the groups of factors that reflect reliability, responsiveness, tangibility, assurance, and empathy were used to measure the impact of quality service of commercial banks on customer satisfaction. After assessing the reliability of data and scales, the study conducted the regression analysis to consider each correlation relations, examine theoretical models and hypotheses. The results show that three elements of service quality positively influence customer satisfaction in descending order: assurance, empathy and tangibility. Unlike many studies in published countries, our research shows that in Vietnam, the factors that reflect reliability and responsiveness have no significant impact on satisfaction. Individual customers in Vietnam have little expectation of the bank's reputation and credibility and pay little attention to the image that the bank creates. From the results of this analysis, the study gave some implications for bank administrators to improve the quality of banking services.