CUSTOMER SATISFACTION IN BANKING SERVICE - CASE IN DA NANG

Authors: Dr. Pham Thi Lan Huong - Dr. Nguyen Thi Bich Thuy

Publisher: Danang

Year of publishcation: 2014

Purpose of the book:

Customer satisfaction is the highest goal of every business. Each strategy of the organization is only meaningful when they can make customers satisfied. Therefore, this book systematizes the theory of service quality, presents the results of the commune research to determine the quality of service quality in commercial banks, the impact of service quality on customer’s satisfaction, and also determine the impact of awareness of empowerment and employee satisfaction on service quality and customer satisfaction. The specific objectives of the study presented in the content of the book are:

- Develop and verify the scale of components of the quality of commercial banking services according to Brady and Conin's multi-level service quality scales (2001).

-Build and test the scale of awareness of empowerment of exposed employees in the commercial banking system and employee satisfaction.

- Develop and verify the proposed model on the relationship between empowerment, employee satisfaction with service quality and customer satisfaction.