INFLUENCE OF SERVICE QUALITY ON CUSTOMER SATISFACTION AT VIETINBANK- THAI NGUYEN BRANCH

Abstract

This study aimed at examining relationship between service quanlity, product quality and customer sactisfaction at Vietinbank- Thai Nguyen Branch.  A regression model of 6 variables (tangibles, responsiveness, reliability, assurance, empathy and product quality) was used to identify factors that positively influence customer sactisfaction toward individual time deposit at Vietinbank- Thai Nguyen Branch. 350 individual customers were selected for a survey. The research findings showed that (1) tangibles, (2) reliability, (3) assurance, (4) empathy and (5) product quality have positive relationship with customer satisfaction. Of which, empathy has a strongest influence on customer satisfaction.

Based on research findings, some recommendations were  proposed to improve service quality and enhance the customer satisfaction with the service of Vietinbank- Thai Nguyen Branch.