Factors driving customer satisfaction in Vietinbank’s retail banking product

Abstract

The current retail banking sector is very dynamic and very competitive. In the past, many banks involved in retail banking attached much importance to establishing how the quality of service influences the satisfaction of their customers. Therefore, this paper seeks to contribute to the existing knowledge on the role played by the quality of service rendered to customers towards their general feeling of satisfaction with their retail banking service provider. The study's findings would assist retail banks in understanding how the service offered to their customers impact the feeling of gratification. A survey of randomly selected customers of the Vietinbank, Vietnam, was carried out. The research found a direct correlation between customer satisfaction and service quality. The study provides a deep comprehension to managers of retail banks and marketing professionals on the main drivers for developing and retaining customer satisfaction. To this end, banking institutions must develop clear policies and product offerings tailored to customer satisfaction