The Relationship between Service Quality and Customer Satisfaction – a Case of a Commercial Bank in Vietnam

Service quality and its relationship with customer satisfaction have received considerable academic and businesses attention in recent years. But the nature of the exact association between these two constructs is not well-explained in the literature. This study used SERVPERF model as proposed by Cronin & Taylor (1992) to assess perceived service quality at a Vietnamese commercial bank, and then study the relationship between service quality and customer satisfaction on banking service's quality. The results of a survey are used in this paper. Based on 123 valid responses from customers, the study indentified three components – RELI-ASS (reliability combined with assurance), RESPONSIVENESS, and EMPATHY – which explain customers' perceived service quality at the bank. The relationship between these service quality components and customer satisfaction is also investigated through regression analysis. It is found that these three components of service quality have positive relationship with customer satisfaction in which RESPONSIVENESS has the most significant impact on customer satisfaction level. In addition, based on these findings, the study also gives some suggestions for banks to further improve service quality and customer satisfaction level.
http://repository.vnu.edu.vn/handle/VNU_123/14233