| Summary: | 碩士 === 美和科技大學 === 企業管理系經營管理碩士班 === 104 === In the internationally competitive market, especially in the finance sector with the participation many foreign banks and financial institutions, Vietnamese banks need to make a significant improvement in all activities and so does Donga bank. One of the activities which attract a large number of users is bank card service, so a deep understanding of how satisfied customers are with the quality of bank card service is a top priority. That motivates the author to carry out this research. Based on the theory about service quality, customer satisfaction, and some previous studies, the author comes up with the research model with six factors including reliability, responsiveness, assurance, empathy, tangibles, and customer satisfaction. After analyzing the data collected from the questionnaires, using the software SPSS 16.0, it is concluded that all hypotheses are supported with the highest level of reliability. From the results, the author recommends some ways to improve the quality of bank card service quality.
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