Research Paper
Year: 2021 | Month: November | Volume: 8 | Issue: 11 | Pages: 337-349
DOI: https://doi.org/10.52403/ijrr.20211142
SERVQUAL Model Application on Assessing Quality of Deposit Service: Case Study from Joint Stock Commercial Bank for Investment and Development of Vietnam – Hai Ba Trung Branch
Chi T. Do1, Tam T. Le2, Hoang D. Le3, Tung H. Nguyen4, An. T. T. Tran5, Tu, M. Doan6
1Joint Stock Commercial Bank for Investment and Development of Vietnam – Hai Ba Trung Branch, Hanoi, Vietnam
2School of Banking and Finance, National Economics University, Vietnam
3Faculty of Economic Mathematics, National Economics University, Vietnam
4Faculty of Banking and Finance, School of Economics, National University, Vietnam
5,6State Bank of Vietnam, Vietnam
Corresponding Author: Tam T. Le
ABSTRACT
This paper is aimed at analyzing the customers’ expectations and perceptions of deposit service quality at a specific bank branch in Vietnam, as service quality has been considered as an essential factor for success and acknowledgement in the banking field.
The data are combined between secondary data of the bank branch and desk review data, and primary data collected from 200 clients in 4 months in 2019, with 25 questions developed from SERVQUAL model, justified for banking sector. The SERVQUAL research model is applied.
The main findings are: all measurements of SERVQUAL including Reliability, Tangible, Assurance, Responsiveness, and Empathy have significant impacts on customer satisfaction. While Responsiveness is the factor that impact on customers’ satisfaction the greatest, Assurance is acknowledged as the dimension which impact on customers’ satisfaction the least. This study shows a support to the overall understanding about service quality in the banking field. Besides, it gives useful information to assist commercial banks in management, such as focusing on service quality and improving the customers’ satisfaction.
Keywords: Assurance, Customers’ satisfactions, Deposit Service Quality, Responsiveness, SERVQUAL.
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