E ISSN: 2583-049X
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International Journal of Advanced Multidisciplinary Research and Studies

Volume 2, Issue 5, 2022

Maintaining and retaining customer satisfaction: A case of Vietinbank



Author(s): Hua Thi Bach Yen

Abstract:

"Maintaining customer satisfaction at Vietinbank" was conducted to detect the factors affecting the satisfaction of customer service quality for Vietinbank in Ho Chi Minh City. Quantitative research method is carried out with the research object being the customers who are directly performing transactions at the bank. The results show that the factors of reliability, system, guarantee, interest rate and cost, tangible factors (facilities and appearance) have a positive influence on level of customer satisfaction in Ho Chi Minh City. It emphasizes the importance of two factors of interest rate, service fee and system in improving customer satisfaction with services, thereby enhancing loyalty to the bank. Along with the increasingly fierce and fierce competition in the field of banking and money business today, it becomes increasingly necessary to understand the factors affecting customer satisfaction. In order to survive and develop sustainably, banks have built a lot of business strategies, one of the most important business strategies is to build a service culture with customers.


Keywords: Customer Satisfaction, CRM, Vietinbank, Banking Industry

Pages: 731-739

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