FACTORS AFFECTING THE SATISFACTION OF INDIVIDUAL CUSTOMERS ON THE SERVICE QUALITY AT THE JOINT STOCK COMMERCIAL BANK FOR INVESTMENT AND DEVELOPMENT OF VIETNAM - BINH PHUOC BRANCH

Abstract

Currently, there are many banks operating in Binh Phuoc province with diversification of banking services and fierce competition. However, the research of factors affecting individual customer's satisfaction on  service quality at the Joint Commercial Bank For Investment and Development of Vietnam - Binh Phuoc Branch (BIDV - Binh Phuoc Branch) is still new. This research was conducted by qualitative and quantitative research methods and analyzed with SPSS 22.0. The research model was tested with 5 independent factors (consisting 21 observed variables) and 1 dependent variable (including 3 observed variables). Sampling was randomly stratified with 275 samples. The research results show that there are 5 factors affecting satisfaction of individual customers on service quality at BIDV - Binh Phuoc Branch including: Reliability; Responsiveness; Service capabilities; Empathy; and Tangibles. From the research results, the authors propose 5 administrative implications to further improve satisfaction of individual customers on the service quality at BIDV - Binh Phuoc Branch.