Abstract
This study aims to identify the relationship between the service quality and customer satisfaction at Thua Thien Hue bank for agriculture and rural development (Agribank Hue) on the basis of a survey conducted from 229 customers of Agribank Hue. Adjusted SERVPERF model, exploratory factor analysis (EFA), and multiple regression are the principal data analysis methods in this study.
The research result has shown that the quality of banking services is measured by six components which are shown, in order of importance, to have positive effects on customer satisfaction, including Assurance (ASS), Reliability about the service delivery process (RELI), Reliability about promise to customer (RELII), Tangibles (TAN), Responsiveness (RES), Empathy (EMP).
Keywords: Relationship; Service quality; Satisfaction; Agribank Hue