THE FACTORS EFFECT CUSTOMER SATISFACTION IN CREDIT BANKING SERVICE QUALITY IN VIETNAM PROSPERITY JOINT STOCK COMMERCIAL BANK (VPBANK-HO CHI MINH CITY, VIET NAM)

Abstract

The performance of one company is very important. It will determine whether the company can be survived in the midst of competition. To win the tough competition in the marketplace, the company should know their type of business, which is in the service or product business. Vietnam Prosperity Joint-Stock Commercial Bank (formerly known as VIETNAM JOINT-STOCK COMMERCIAL BANK FOR PRIVATE ENTERPRISES (VPBANK) was established under the business license No. 0042/NH - GP issued by the Governor of the State Bank of Vietnam on 12 August 1993 with an operation period of 99 years. The objectives of this research is to find out the factors which affect on Customers satisfaction, whether the customer was overall satisfied with the service or not, which dimension of VPBANK should be improved, the external factors of credit banking service which affect the customer satisfaction. This research is conducted for increasing the performance of VPBANK as a service company. With a high level of service quality, it also will determine high of customer satisfaction. When the customer is satisfied with the service that VPBANK provide, it means the performance of the company will be high. To get success of this research, the researcher use quantitative analysis, this is using

descriptive studies. The researchers use simple random sampling. The samples that will be surveyed is. The research is only conducted for customer in the VPBank. From this research, the researcher found that the major factor that really affects the customer satisfaction in the bank are empathy and tangibles. Most of customer in the VPBank is satisfied with its Service.