Customer’s satisfaction on service quality at Vietnam Technological and Commercial Joint Stock Bank – An Giang Branch

This study applied SERVQUAL scale of Parasuraman et al to measure factors a ecting customer satisfaction on service quality at Vietnam Technological and Commercial Joint Stock Bank - An Gi- ang 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 in uence level is the Tangible with Beta = 0.235, and the lowest im- pact level is the Reliability with Beta = 0.144. The research also uses statistical methods to describe and test the di erences of demographic factors with customer's satisfactionon service quality.The analysis results show that there is no di erence 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 cus- tomers 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 o er a basis for the branch to identify the factors in uencing customer satisfaction on their service quality, thereby having an appropriate strategy to improve customer satisfaction