Tóm tắt
This study examines the current state of card service marketing activities at Viet Capital Commercial Joint Stock Bank (BVBank) - Can Tho Branch using the 7Ps service marketing framework. Primary data were collected through direct surveys of 120 customers utilizing the branch’s card services. A convenience sampling method and descriptive statistical analysis were employed to evaluate customer perceptions of the bank’s marketing performance. The findings indicate that customers express high levels of satisfaction with the bank’s personnel and card products. However, several limitations remain in relation to pricing, promotional activities, ATM network coverage, complaint resolution procedures, and physical evidence. These results provide a comprehensive assessment of the branch’s card service marketing practices and offer practical insights for enhancing customer satisfaction and strengthening the bank’s competitive position in the retail banking market.
