Factors Affecting Personal Customers’ Satisfaction With Quality Of Deposit Services At Vietnam Foreign Trade Joint Stock Commercial Bank Can Tho Branch (Published)

Article Author: Tran Kieu Nga, Tran Thi Kieu Trang , Le Quang Khoi and Hoang Thi Hang

The main objective of the research problem is to determine the factors affecting the satisfaction of individual customers with the quality of savings deposit service at Can Tho VCB. To achieve the research objective, the author has conducted a survey of 288 individual customers who have been saving at Can Tho VCB, who are the subjects of the survey. The results of testing the hypotheses of the research model have shown that there are 06 independent variables arranged in descending order of impact that have a linear relationship with the dependent variable – Satisfaction. of individual customers for the quality of savings deposit services at Can Tho VCB, including savings interest rates (LS); responsiveness (DU); Reliability (STC); Bank brand (TH); Bank staff (NV) and Tangibles factor (PTHH). On the basis of the research results, the author proposes some managerial implications to continuously improve the quality of savings deposit services effectively, meet and satisfy customers’ satisfaction when depositing savings at Can Tho VCB.