A study on the quality of banking retail services of Vietnamese commercial banks

This study analyzes the current quality of banking retail services of Vietnamese commercial banks. In this study, 316 customers are surveyed to measure the level of customer expectations and the customer perception about the quality of banking retail services of Vietnamese commercial banks. The Paired Sample T-test method is used to process the collected data. The IPA chart is used to assess the level of customer expectations and the customer perception. According to the IPA, 4 attributes should be focused to develop, 8 attributes should to be maintained, 8 attributes hinder the development, and 5 attributes should receive lower investment. The study finds out that the quality of banking retail services of Vietnamese commercial banks is quite low. Based on the study’s findings, some solutions are proposed to help Vietnamese commercial banks improve their service quality.