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.

本研究采用帕拉苏拉曼等人（Parasuraman et al）的SERVQUAL量表（SERVQUAL scale），针对越南工贸股份银行安江支行（Techcombank An Giang）服务质量影响客户满意度的相关因素开展测评。本次研究共调研了207名正在使用该支行服务的客户，调研数据首先通过克朗巴哈α信度检验（Cronbach's Alpha reliability test）进行信度分析，随后采用探索性因子分析（Exploratory Factor Analysis, EFA）对服务质量量表进行验证与评估。回归分析结果显示，越南工贸股份银行安江支行的客户服务质量满意度受四大因素影响：影响程度最高的为共情性（Empathy），标准化回归系数Beta=0.253；其次为尽责性（Responsibility），Beta=0.248；第三位为有形性（Tangible），Beta=0.235；影响程度最低的为可靠性（Reliability），Beta=0.144。本研究还采用统计方法对人口统计学变量与客户服务质量满意度的差异性进行描述性分析与检验。分析结果表明，该支行客户的服务质量满意度在性别、年龄、收入水平、交易银行数量、常用交易银行以及服务使用时长等维度上均无显著差异。基于上述研究结果，研究者提出若干服务质量优化建议，以期吸引新客户，更为重要的是留存现有老客户——鉴于越南工贸银行的发展战略为维护老客户以开展交叉销售本行其他金融产品。本研究结果可为该支行明确影响客户服务质量满意度的核心因素提供参考依据，进而助力其制定适配的服务质量提升策略，优化客户满意度。