ASSESSMENT OF CUSTOMER SATISFACTION ON SERVICES QUALITY: THE CASE OF JOINT STOCK COMMERCIAL BANK FOR FOREIGN TRADE OF VIET NAM

Abstract

Vietcombank decided to build the measure system of customer satisfaction by Net Promoter Score (NPS) with main purpose to manage and improve the customer services quality professionally day by day. Obviously, competitive advantages will belong to banks with the best customer services and satisfy over the demands of customer gradually. Before applying officially on Vietcombank system, Net Promoter Score had been using at Operation Center and some Vietcombank’s big branches in Vietnam, which means the necessary of exact assessment system based on NPS. Therefore, examination customer satisfaction about service quality by NPS is a necessary requirement to apply it on Vietcombank system in the next time. Basing on successful frames of giant branches as: McDonald’s (2015 – CEO Easterbrook); General Electric (2005 - CEO Jeff lmmelt); Facebook;… about the measure of customer satisfaction by NPS, author does the research by NPS through three factors: Promoters, Passives and Detractors, followed by factors analyses, formula NPS and analyzing linear regression by SPSS 18 software to give useful information supporting decisions of Vietcombank executive board in enhancing customer services.