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

Authors: Dong Van Vu; Lien Thi Thuy Le; Thang Quoc Nguyen; Cong Van Nguyen

Addresses: Ba Ria – Vung Tau University, 80 Truong Cong Dinh, Ward 3, Vung Tau City, Vietnam ' Vietnam Joint Stock Commercial Bank for Industry and Trade, Vung Tau, 10 Trung Trac, Ward 1, Vung Tau City, Ba Ria – Vung Tau, Vietnam ' Banking University of Ho Chi Minh City, 36 Ton That Dam, District 1, Ho Chi Minh City, Vietnam ' Industrial University of Ho Chi Minh City, 12 Nguyen Van Bao Street, Ward 4, Go Vap District, Ho Chi Minh City, 727900, Vietnam

Abstract: 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.

Keywords: assurance; customer satisfaction; empathy; reliability; responsiveness; service quality; tangibility; Vietnamese commercial banks.

DOI: 10.1504/IJMCP.2021.118973

International Journal of Management Concepts and Philosophy, 2021 Vol.14 No.3, pp.193 - 211

Received: 31 May 2021
Accepted: 31 May 2021
Published online: 15 Nov 2021 *

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