Customer satisfaction has been one of the main concerns of banking activities. This has been driven by the stiff competition in the banking industry. Banks are striving hard to offer quality services and products in a bid to maintain existing customers and attract new ones as well. Many researchers agreed that investments incustomer satisfaction, customer relationships, and service quality lead to profitability and market share. Customer satisfaction and high-quality service often outcome in more repeat purchases and market share improvements. This research aims to evaluate customer satisfaction in the banking industry of Vietnam with many factors that affect to satisfaction of customer in Vietnam.The proposed method is using a hybrid MCDM model: a VIKOR technique based on combining DEMATEL and ANP for evaluating and improving customer satisfaction. Two questionnaires were designed for this study, included five dimensions: Interaction, price, access to the bank branches, bank location and layout, service features and divided into 26 criteria. The first questionnaire was used to determine the impact relationship between criteria and the second one was used to get their satisfaction levels with the banking services. Our results indicated that the most influential dimension is interaction, and the most important criterion is “tailored services to address customer needs”. The performance analysis shows that Techcombank is the best bank in terms of service quality. Finally, we provide some management implications for improvement.
Customer satisfaction has been one of the main concerns of banking activities. This has been driven by the stiff competition in the banking industry. Banks are striving hard to offer quality services and products in a bid to maintain existing customers and attract new ones as well. Many researchers agreed that investments incustomer satisfaction, customer relationships, and service quality lead to profitability and market share. Customer satisfaction and high-quality service often outcome in more repeat purchases and market share improvements. This research aims to evaluate customer satisfaction in the banking industry of Vietnam with many factors that affect to satisfaction of customer in Vietnam.The proposed method is using a hybrid MCDM model: a VIKOR technique based on combining DEMATEL and ANP for evaluating and improving customer satisfaction. Two questionnaires were designed for this study, included five dimensions: Interaction, price, access to the bank branches, bank location and layout, service features and divided into 26 criteria. The first questionnaire was used to determine the impact relationship between criteria and the second one was used to get their satisfaction levels with the banking services. Our results indicated that the most influential dimension is interaction, and the most important criterion is “tailored services to address customer needs”. The performance analysis shows that Techcombank is the best bank in terms of service quality. Finally, we provide some management implications for improvement.