Factors Affecting Individual Customer Satisfaction Toward Lending Service In Commercial Banks In Ho Chi Minh

Abstract

In the introduction, the research introduce about the context after Vietnam participated in WTO to lending service quality of commercial banks in Ho Chi Minh City to clarify the research objectives, theoretical problems and research question are going to be clarified. In addition, the research is also mentioned in this part. In the literature review, the research mention about the definitions of individual customer and customer satisfaction. After using SERVQUAL of Parasuraman et al. (1988), ACSI, Kano‘s model to propose the research framework with five hypotheses. The study was conducted from July 1st to August 1st. Researchers in the beginning concentrate on people who live in HCMC, being older than 18 year-old and used to use lending service with 24 questions and receive 225 respondents. The quantitative method, deduction approach are applied in this thesis. The research results indicate that Reliability is known as the factor affecting customer satisfaction the most and those other factors are Assurance, Responsiveness, Tangibles and Responsiveness. In compared to the international banks, commercial banks have some limitation and that make decrease customer satisfaction. Based on the finding and recommendation, the commercial banks should consider which factors to improve and develop to deal with market competition.