Factors affecting customer satisfaction at Vietinbank in Vietnam

Abstract

The research study on factors affecting customer satisfaction at Vietinbank such as accessibility, navigation, page load speed, language, memory (information storage), personal customized, convenient, intuitive factors influencing the satisfaction of customers using banking service. The study also proposes a model to improve the relationship between customers and businesses. Keywords: Factors affecting the satisfaction customers worldwide, factors affecting consumer behavior, the level of customer satisfaction 1. Introduction The factors affecting customer satisfaction are the decision of all business activities. So what is customer satisfaction? To what extent and factors influence customer satisfaction? To answer the question, people arise many different opinions and definitions to explain customer satisfaction. Since then they have arisen many controversies. As Philip Kotler explains: "Customer satisfaction is the degree, state, or perception of a customer from comparing the results of consumption, use of a product or service with the customer's expectations or expectations. Comparison of one business with another through customers". Factors affecting customer satisfaction depend on the difference between received results and expectations. If the actual results match the expectations, the customer will be satisfied and vice versa if the actual results are lower than the expectations, the customer is not satisfied with the results or in the customer care process of a company. Product or service. Customer influence factors are formed from shopping experiences from friends, colleagues and competitors in order to improve the quality of services or products to meet customer expectations. Furthermore, Hansemark and Albinsson say: "Customer satisfaction is the overall attitude of a customer towards a service provider or an emotional response to the difference between what the customer anticipates and what they expect. Reception, for the fulfillment of some need, goal or desire." Customer satisfaction is the psychological feeling after customer needs are satisfied. Based on the understanding of your product or service compared to another product on the market from which to evaluate satisfaction or dissatisfaction. Thus, to understand customer satisfaction is the feeling of pleasure, satisfaction or sometimes disappointment arising from the comparison between the actual benefits of the product with their own or the product's expectations. Other used products. Therefore, businesses have set up a customer service quality scale according to 03 levels or more than the needs of the business to know the exact feelings of customers, but the common points are assessed as follows: unsatisfied, satisfied, very satisfied, etc. From the surveys and researches of enterprises, they will find out the factors affecting customer satisfaction, thereby helping businesses retain and create customers, prospective and prospective customers. However, studies have shown that even though satisfied customers are not synonymous with loyalty, satisfied customers will be more likely to be loyal than dissatisfied customers. Therefore, customer satisfaction is considered a decisive factor for the success of the business. Therefore, any program needs to measure customer satisfaction based on factors related to the goal of the campaign or program. Businesses or organizations have two methods to measure: The first method is directly with the surveyor because they create the ability to measure perceptions, directly asking the surveyed people to evaluate like an interview. Face-to-face, group interviews, telephone surveys, online surveys, etc., the indirect method is a good method to handle specific perceptions. Respondents may not be aware that researchers will use these questions to relate overall satisfaction.