| Summary: | 碩士 === 義守大學 === 企業管理學系 === 106 === This thesis tried to find out the factors influencing customer satisfaction and the impact of each factor. From the results of the analysis, the author proposes some suggestions for customer management at Agribank Thu Duc branch to improve customer satisfaction. The thesis model is based on previous studies of customer satisfaction. Accordingly, the research model proposes a number of factors that are expected to affect customer satisfaction including reliability, service capacity, visibility, empathy, and responsiveness, skills, accessibility. The results show that all factors except for the "Reliability" factor have a positive effect on customer satisfaction with a 95% confidence level. Only the "Reliability" factor is displayed without affecting customer satisfaction.
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