Customer Satisfaction with Services provided by Bank for Investment and Development of Vietnam- Tam Diep Branch

Abstract

 The paper investigates the factors affecting customer satisfaction with the services provided by Bank for Investment and Development of Vietnam (BIDV)- Tam Diep Branch based on 300 surveys that given to customers who recently made transactions at the branch. Combining 4 factors within the SERQUAL model (reliability, responsiveness, assurance, and tangibles) with 2 more factors (price and attitude of bank staffs), the impirical results showed that assuarance, tangibles, and price significantly influenced customer satisfaction with banking services at BIDV- Tam Diep branch. These outcomes contributed to the current literature by providing a number of recommendations for bank managers in order to improve the satisfaction of customers as well as enhance the long-term customer banking relationship.