ANALYSIS OF ATM SERVICE QUALITY IN AGRIBANK (CASE STUDY OF LANG HA BRANCH)

Abstract

This thesis is about ATM service quality from saving customer point of view related with their customer satisfaction in Agribank Lang Ha Branch. This is motivated in a service company that has some problems measuring customer satisfaction in a quality of service. The writer 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 we present some theoretical background about quality, some tools for quality improvement and some tools for measuring customer satisfaction. To know whether Agribank has a good service quality towards customer satisfaction, this research uses SERVQUAL and descriptive analysis. Some tips about how to measure the customer satisfaction and other recommendations are given. By combining the SERVQUAL and descriptive analysis, we can get information and analyse customer satisfaction. It will tell what we should act to improve the quality of service toward the customer satisfaction. Results indicate that five dimensions of service quality (Tangibles, Responsiveness, Reliability, Assurance and Empathy) in Agribank Lang Ha Branch have high percentage for customer satisfactions.