The Relationship Between Service Quality and Customer

• Main Author: 周氏水
• Other Authors: Ching Hsien Soong
• Format: Others
• Language: en_US
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/sh29s4

碩士 === 美和科技大學 === 企業管理系經營管理碩士班 === 103 === In the context of globalization and international competition, every organization has to focus on customers in order to grow its business. Banking industry is not an exception. While banking products can be easily copied by the competitors, the key challenge to success in this industry is to achieve customer satisfaction with purpose of keeping the customer staying with the bank and not using services of the others. This has become a tough issue for bank management in Vietnam because the number of competitors has increased gradually over the past decade. Therefore, this master thesis aims to gain a better understanding the relationship between service quality and customer satisfaction in case of Bank of Investment and Development Vietnam (BIDV) in Hanoi, Vietnam. If this relationship is confirmed, the top management in the banking industry in general and at BIDV in particular can have more evidence to make decisions related to improvements of service quality. This study consists of five chapters: Introduction, Literature review, Research methodology, Finding and discussions; and Conclusion. Based on literature review in the second chapter, the author identified five dimensions of service quality that could affect customer satisfaction according to SERQUAL model. Then, a research frame was developed in the third chapter along with research hypothesis and research model. The author conducted an empirical survey with the sample of 200 BIDV customers. Data collected from 180 completed questionnaires allowed the author to go through analyzing step. Findings presented in the fourth chapter showed that all five dimensions of service quality affected customer satisfaction. The relationship between service quality and customer satisfaction was confirmed. This results lead to importance managerial implications in the fifth chapter. In addition, limitations of this thesis as well as directions for future research were also discussed.