Solutions for improving the service quality to enhance the brand equity of Agribank Ho Chi Minh City Branch

Qualitative research methods and quantitative research methods are used in this study to discover and measure the impacts of service quality components on the customer satisfaction. Qualitative research methods are conducted with a group of 9 customers of Vietnam Bank for Agriculture and Rural Development (Agribank) to discover the components of service quality. While quantitative research methods are used to analyze 308 official samples obtained from customers who have used products and services at the Agribank Ho Chi Minh City Branch. The study’s results show that there are nine research hypotheses of the model which are accepted with 95% confidence. Based on these results, some implications and policies are proposed to enhance the customer satisfaction and the brand equity of Agribank Ho Chi Minh City Branch.