The Relationship Between Quality and Satisfaction of Individual Customers Towards E-Banking Service of Vietinbank-Hai Ba Trung Branch

• Main Authors: Le Thuy Lien, 黎翠連
• Other Authors: Sheng Chieh Wu
• Format: Others
• Language: en_US
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/y26743

碩士 === 美和科技大學 === 企業管理系經營管理碩士班 === 104 === 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. Internet banking has become crucial product to create competitive advantage in banking industry. Therefore, this master thesis aims to gain a better understanding the relationship between service quality and customer satisfaction of individual customers towards e-banking service of Vietnam Joint Stock Commercial Bank for Industry and Trade (Vietinbank) – Hai Ba Trung Branch. 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 Vietinbank customers. Data collected from 165 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.