| dc.description.abstract | Customer satisfaction has become an important asset to businesses and organizations in effort to improve service quality so as to get higher competition and effectiveness. Today, in the banking sector, there are many factors affecting business. One of the important factors is to satisfy customers' needs and tastes. The main reason is that there are many domestic and foreign competitors with the same service policy of each bank. Therefore, grasping customer satisfaction and loyalty is the competitive advantage among banks. The model of Parasuraman (1985) with seven independent variables ( Reliability, Sympathy, Tangibles, Responsiveness, Assurance, Brand Image, Competitive Price) and one dependent variable ( Customer Satisfaction) were used in this research. The quanitative method was suitable for applied and the survey was conducted to 300 respondents of bank‟s customers. They are randomly chosen when transacting at bank from 15 to over 40 years old in different occupation. After that, these answers will be analyzed by the SPSS 22.0, descriptive statistic and regression analysis. In conclusion, Reliability is the most effect factor to customer satissfaction in Agribank Xuyen A. This study also suggested some recommendations and limitations so as to make an overview for managers to have the suitable strategies on operation. | en_US |
