DETERMINANT OF CUSTOMER SATISFACTION AT VIETCOMBANK-A LARGEST COMMERCIAL BANK IN VIETNAM

Duong Thi Nhan; Nguyen Thanh Dong; Do Nguyen Thi My Dung

doi:10.36690/2674-5208-2022-2-17

Authors

Duong Thi Nhan Ho Chi Minh City Industry and Trade College
Nguyen Thanh Dong Ho Chi Minh City Industry and Trade College
Do Nguyen Thi My Dung Ho Chi Minh City Industry and Trade College

DOI:

https://doi.org/10.36690/2674-5208-2022-2-17

Keywords:

satisfaction, customer, service quality, Vietcombank

Abstract

The study builds a model of the factors affecting customer satisfaction with service quality at Vietcombank. Data were collected from primary and secondary sources. The research uses the combination of qualitative and quantitative methodology with the Cronbach's alpha reliability analysis, Exploratory Factor Analysis (EFA) method, Confirmation Factor Analysis (CFA), and Structural Equation Modelling (SEM) through SPSS data analysis software. The survey was conducted with 130 questionnaires with the convenient sampling method. The result shows that the research results show that customer satisfaction with the quality of banking services depends on the following factors: service capacity; responsibility; sympathy. Therefore, the author suggests some managerial implications to Vietcombank management at the Nguyen Oanh branch to improve customer satisfaction. This research still has some limitations: the study does not investigate other influencing factors; the convenient sampling method has not been generalized well; the research is only conducted for Vietcombank at the Nguyen Oanh branch.

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