Abstract
Recognizing the role and importance of improving the quality of retail banking services at joint stock commercial banks in general and Vietnam Joint Stock Commercial Bank for Industry and Trade, Song Cong Branch in particular, this study focused on analyzing the current situation of the quality of retail banking services of the branch through the reported results of various types of retail banking services including capital mobilization services, credit services, card services, and other electronic banking services. The study also analysed factors affecting the quality of retail banking services through the use of SERVQUAL model of Parasuraman (1988) with 5 criteria: reliability, service capacity, tangible factors, responsiveness and empathy. By using factor analysis and multivariate regression models, the study surveyed 250 customers and proved that the quality of retail banking services of the branch was influenced by all five elements above. This is an important basis for bank managers to develop policies to improve the quality of services of the branch by improving tangible facilities, building credibility and trust with customers, improving bank’s responsiveness, service capacity and sympathy.
Keywords: Factor; Quality; Service, Retail bank; Song Cong.
JEL classification: G21; G24
Để đọc toàn văn vui lòng nhấn vào xem chi tiết.
Ban biên tập Tạp chí Kinh tế & Quản trị Kinh doanh
Phòng 514, Nhà điều hành, trường Đại học Kinh tế & Quản trị Kinh doanh
Địa chỉ: Phường Tân Thịnh, thành phố Thái Nguyên
Email: tapchikt-qtkd@tueba.edu.vn; Điện thoại: 0208.3903373
