tailieunhanh - Impact of service quality on customer satisfaction of automated teller machine service: Case study of a private commercial joint stock bank in Vietnam

The aim of this study is to investigate the impact of service quality performance on customer satisfaction on ATM service in a commercial bank in Vietnam. This study applies SERVPERF framework to analyze the data collected from a questionnaire survey and found that ASSURANCE and TANGIBLES factors significantly impact on the customer satisfaction. | Verslas: Teorija ir praktika / Business: Theory and Practice Issn 1648-0627 / eIssn 1822-4202 2015 16(3): 280–289 doi: IMPACT OF SERVICE QUALITY ON CUSTOMER SATISFACTION OF AUTOMATED TELLER MACHINE SERVICE: CASE STUDY OF A PRIVATE COMMERCIAL JOINT STOCK BANK IN VIETNAM Chi Anh PHAN1, Phong Tuan NHAM2 Faculty of Business Administration, VNU University of Economics and Business, 144 Xuan Thuy road, Cau Giay district, Hanoi, Vietnam E-mails: 1anhpc@; 2tuandhtm@ (corresponding author) Received 14 July 2014; accepted 18 June 2015 Abstract. One of key challenge for Vietnamese commercial banks is how to compete in the market place with commonly undif­ ferentiated services. The aim of this study is to investigate the impact of service quality performance on customer satisfaction on ATM service in a commercial bank in Vietnam. This study applies SERVPERF framework to analyze the data collected from a ques­ tionnaire survey and found that ASSURANCE and TANGIBLES factors significantly impact on the customer satisfaction. Keywords: service quality, SERVPERF model, customer satisfaction, bank, ATM. JEL classification: M31, L15, G24. Introduction The fact that Vietnam became an official member of WTO in 2007 has opened a new page for the Vietnamese banking sector. Vietnamese commercial banks now must impro­ ve their competitiveness and exploit opportunities which are brought back from the opened market. The biggest challenge is the increasingly competitive pressure on the domestic market when Vietnam becomes more integrated, and demands of customers are changeable. In that sense, one of the most essential things Vietnamese commercial banks have to do is to improve service quality and diver­ sify product line to meet various needs of customers and thus helping the banking sector become more and more integrated positively into the development of the banking sector in the region and in the world. By applying modern .