Abstract
This study applied SERVQUAL scale of Parasuraman et al to measure factors affecting customer satisfaction on service quality at Vietnam Technological and Commercial Joint Stock Bank - An Giang Branch (Techcombank An Giang). The study was conducted to survey 207 customers who have been using the service at Techcombank An Giang. The survey results were analyzed by the Cronbach’s Alpha reliability test method, then used Exploratory factor analysis (EFA) to verify and evaluate the scale of service quality. The results of the regression analysis show that customer’s satisfaction about service quality at Techcombank An Giang includes four factors: The factor with the highest level is the Empathy with Beta = 0.253, the second of factor is the Responsibility with Beta = 0.248, ranked third in the influence level is the Tangible with Beta = 0.235, and the lowest impact level is the Reliability with Beta = 0.144. The research also uses statistical methods to describe and test the differences of demographic factors with customer’s satisfaction on service quality. The analysis results show that there is no difference between customer’s satisfaction on service quality and factors such as gender, age, income, number of transaction banks, regular transaction banks, and time to use the service at Techcombank An Giang. Through the research results, the author would like to propose some ideas to improve the quality of services, thereby attracting new customers and importantly, keeping traditional customers because the development orientation of Techcombank is to take care of old customers to cross sell other products of the bank. The Stud results offer a basis for the branch to identify the factors influencing customer satisfaction on their service quality, thereby having an appropriate strategy to improve customer satisfaction.
Highlights
The Vietnamese banking system is entering a new competition in service development with the goal of bringing more utilities, based on modern banking technology, to attract customers and minimize risks
The results of the regression analysis show that customer's satisfaction about service quality at Techcombank An Giang includes four factors: The factor with the highest level is the Empathy with Beta = 0.253, the second of factor is the Responsibility with Beta = 0.248, ranked third in the influence level is the Tangible with Beta = 0.235, and the lowest impact level is the Reliability with Beta = 0.144
Sample information by Age The study results showed that the majority of the interviewees were young people, about 18 to 30 years old, account for 53% (110 people) (Table 2 )
Summary
The Vietnamese banking system is entering a new competition in service development with the goal of bringing more utilities, based on modern banking technology, to attract customers and minimize risks. Researching customer’s satisfaction about service quality at Techcombank is a very important issue that must be conducted regularly to be able to meet customer needs. Customer satisfaction is a customer assessment of a product or service that meets the needs and expectations of the widely used SERVQUAL model (Asubonteng et al, 1996) 3. - The fifth gap appears when there is a difference between the expected quality from the customer and the quality they have felt This model has the advantage of covering all aspects of the service, but it has the disadvantage of being difficult to evaluate, measure and analyze. Berry and Parasuraman (1991) 13 built the final SERVQUAL scale to evaluate service quality including 22 variables of 5 components to measure the expected quality and perceived service shown as follows: reliability, responsiveness, assurance, empathy and tangible facilities. H5: Empathy is positively related to satisfaction, which is the higher the value of customer service empathy, the higher the satisfaction of service quality is and vice versa
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