FACTORS AFFECTING CUSTOMER SATISFACTION USING CREDIT CARDS: THE CASE OF JOINT STOCK COMMERCIAL BANK FOR FOREIGN TRADE OF VIET NAM
The objective of this study is to discover the factors affecting customer satisfaction in the process of using credit cards issued by Joint Stock Commercial Bank for Foreign Trade of Vietnam in the Mekong Delta provinces, Viet Nam, including: branch of Tra Vinh province, branch of Vinh Long province, branch of Ben Tre province, branch of Soc Trang province and branch of An Giang province; From there, helping the Bank develop appropriate customer care policies. The study was conducted by collecting primary data from 260 customers who have been using Vietcombank's credit cards. Using multivariate regression analysis method by, the research has found 5 factors affecting customer satisfaction: Tangible means, Reliability, Assurance, response ability and Empathy. In which, Reliability has the strongest impact. On the basis of the analysis results, the author proposes policy implications to improve the quality of credit card services of Vietcombank and thereby help the bank to improve satisfaction when using Vietcombank's credit card service in the future.
Factors, satisfaction, credit card, Vietcombank, solution