2021, Vol. 3, Issue 2, Part A

author(s)
Nguyen Hoang Tien, Pham Thi Diem, Nguyen Minh Duc and To Thi Kim Hong

abstract
The study aims to determine the influence of factors on customer satisfaction on service quality of domestic commercial banks in the city. Thereby, the author proposes some measures to improve customer satisfaction with service quality here. Both qualitative and quantitative research methods are applied. The analysis results of 700 survey samples collected directly from customers show that there are 4 factors affecting customer satisfaction, arranged in descending order: 1) Service attitude of staff 2) Reliability 3) Tangibility 4) Employee skills. The results of descriptive statistics also show that customers are satisfied with the reliability factor of the supermarket, customers are not satisfied with the physical aspect, in addition, customers do not give opinions on three factors: staff service, products and convenience shopping of the supermarket.