Factors affecting customer satisfaction of retail banking services of commercial banks in dong nai province

Hoang Thi Thanh Chung, Nguyen Viet Hung, Phan Thanh Tam

Retail banking service has always been considered a core activity. It has the effect of speeding up the cash flow process, taking advantage of the great potential of the capital of all economic sectors. It is to lend to improve people’s living standards, limiting cash payments, and contributing to saving cost and time for both the banks and the customers. Besides, the development of retail banking services is in line with the inevitable trend in the operation of commercial banks in the region, in the world in general, and of Vietnamese commercial banks in particular. Therefore, the authors surveyed 750customersusing retail banking services. In addition, the articlefound out factors affecting customer satisfaction of retail banking services of commercial banks in Dong Nai provincewith one percent significance. The paper was applying structural equation modeling(SEM). Finally, the authorshadpolicy recommendations to enhancecustomer satisfaction of retail banking services of commercial banks.