ASSESSMENT OF CUSTOMER SATISFACTION ON SERVICE QUALITY AT SAIGON - HANOI COMMERCIAL JOINT STOCK BANK (SHB)

Abstract

This study applied the SERVQUAL scale of Parasuraman et al. and the scale of previous research models to measure the quality of Saigon - Hanoi Commercial Joint-Stock Bank. The study used Cronbach’s Alpha reliability test method and exploratory factor analysis (EFA) to verify and evaluate the scale conducted with a sample size of n = 215 respondents are customers who use the services of the bank. The research results serve as a basis for Saigon - Hanoi Commercial Joint-Stock Bank to know the factors of service quality that affect satisfaction, the relationship between service quality and satisfaction, level of customer evaluation of these factors, from which an appropriate strategy is carried out to improve customer satisfaction in the future.