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Các nhân tố tác động đến sự hài lòng khách hàng tại các ngân hàng thương mại: tình huống nghiên cứu tại tỉnh Quảng Nam
Abtract
Improving customer satisfaction is one of key issues that leaders in banks are interested in nowadays. Hence this study aimed to identify and measure factors affecting customer satisfaction in commercial banks via both qualitative and quantitative approaches. To collect data, the questionnaire was designed to officially survey 500 customers transacting at commercial banks in Quang Nam province, Vietnam. The study used Structural Equation Model (SEM) to test research proposed model. The results showed that there are five factors affecting customer satisfaction, including: Ability to serve, Facility, Convenience, Price of service, Secret of consumer information. Based on the findings, the research proposed some managerial implications to enhance customers' satisfaction in next period. However the study had some limitation, so more studies with alternative methods should be conducted to confirm the results of this study for better policies.
Keyword: Customer satisfaction, Structural Equation Model (SME), Commercial banks.
