In Vietnam, competition within the financial service market is strong as there have been new entrants into the market. In order to retain customers, customer satisfaction is a crux issue for bank management. Considering as the main factor, customer satisfaction is always paid attention by the researchers as well as the managers. The bank, which gains the concern and satisfaction of customers, will win and grow. Focusing on customer is becoming the most important strategy of the bank. So, enhancing customer satisfaction is an important job to do regularly to be able to respond promptly to customer’s needs.
This study investigates the relationship between corporate image and service quality toward customer satisfaction in the commercial bank in Vietnam. The aim of the study is to understand the effect of service quality and corporate image towards customer's satisfaction in banking service, which operates in a competitive environment and where competitor information is available. The research model will be evaluated through questionnaire survey by targeting the samples from the bank customers in Vietnam. Multivariate data analysis will be adopted to empirically test the developed research hypotheses. The results of this study are the service quality and corporate image have positive relationship to customer satisfaction. Since the antecedents and consequential variables of this model have not been comprehensively evaluated, it is expected that the results of this study can serve as a benchmark for academicians to further investigate this research issue.
