THE EFFECT OF BANK SERVICE QUALITY TO CUSTOMER SATISFACTION IN VIETCOMBANK BANKING (A CASE STUDY OF VIETCOMBANK BANKING, HA NOI SUB BRAND, VIET NAM)

Abstract

This research is aimed to examine “THE EFFECT OF BANK SERVICE QUALITY TO CUSTOMER SATISFACTION IN VIETCOMBANK BANKING (A CASE STUDY OF VIETCOMBANK BANKING – HA NOI BRANCH, VIET NAM)”. It helps people understand and investigates more the usage of deposit service. The select variables are based on service quality theory. Regression results indicate that there are five dimensions, which are Empathy, Assurance, Reliability, Responsiveness and Tangibles and it have significant effect to customer satisfaction into each transaction in Asia Commercial Bank through F- Test method. The researcher believes that customer satisfaction is related with the quality of service, and measuring can be used like an advantage for quality improvement. To archive this, the researcher is prepared to present some theoretical background about quality, some tools for quality improvement, and some tools for measuring customer satisfaction. The researcher will use the primary data through 100 questions to survey to customers which are using the bank service at Vietcombank Banking and program SPSS for analysis the data collected. The research results show that Reliability, Tangibles, Empathy, and Responsiveness have significant effect to customer satisfaction in Asia Commercial Bank. Other dimensions such as Assurance have not significant effect to customer satisfaction in Vietcombank banking via T – Test method. Keywords: Deposit Service, Service Quality, Customer Satisfaction