| Summary: | 碩士 === 美和科技大學 === 企業管理系經營管理碩士班 === 107 === Those organizations providing service are demanded to assess frequently the quality of their service delivery. By doing so and adjusting their service performance according to the expectations of their customers will enable them to survive, compete and ultimately assist them to sustain in that business line. Presently, organizations are attempting to achieve increased customer satisfaction by focusing on the quality of their service being provided.
This thesis assesses the quality of service that the BIDV provides to saving account customers and thereby to evaluate their overall satisfaction level with the bank’s service delivery. The researcher used descriptive survey research design to acquire pertinent and appropriate answers for the research questions. A total of 231 respondents were selected based on convenient sampling method and questionnaires were designed based on SERVQUAL model for measuring customer perceptions and expectations of service in five dimensions of service quality that consists of tangibles, reliability, responsiveness, assurance, and empathy. The result of this study demonstrated that in tangibility and assurance dimensions of service quality of the bank, the mean gap scores were positive indicating customers were satisfied on these elements of the bank. On the other hand, in some attributes of reliability, responsiveness and empathy service quality dimensions of the bank, the average mean gap scores were negative revealing that customers were dissatisfied on these areas. Besides those, the control variable – customer’s age – negatively affects the level of customer’s satisfaction. Regarding availability in the deposits booth, users are most satisfied causing empathy factors such as bank always pays attention to customers, bank’s staff is caring or bank takes customers’ benefit as its target. Therefore, BIDV needs to improve service quality, responsiveness all customer’ needs and solving of problems promptly, banks can make their saving users fully satisfied. The study confirms the need for the managements of the bank to take into account customer perceptions of service quality and their expectations, and in those areas that have negative mean gap score, it should implement appropriate service quality improvement in order to improve its service delivery.
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