4. Factors affecting the quality of counter deposit services at Saigon Thuong Tin Commercial Joint Stock Bank – Dong Nai Branch
DOI:
https://doi.org/10.61591/jslhu.28.1153Từ khóa:
Service quality; Counter deposit service quality; Commercial bank; Sacombank Dong Nai; Responsiveness.Tóm tắt
This study examines the factors affecting counter deposit service quality at Saigon Thuong Tin Commercial Joint Stock Bank (Sacombank) – Dong Nai Branch. A mixed-methods approach was employed; the qualitative phase involved discussions with seven managers and staff members, and the quantitative phase surveyed 500 customers, yielding 448 valid responses. The data were processed using Cronbach’s Alpha, Exploratory Factor Analysis (EFA), multiple linear regression, and testing ANOVA. The results show that six factors positively affect counter deposit service quality: responsiveness, perceived value, tangibles, reliability, empathy, and assurance. Among them, responsiveness has the strongest effect, followed by perceived value and tangibles. The findings also reveal differences in service quality evaluation among customer groups by age, income, and occupation. The novelty of this study lies in integrating SERVQUAL with perceived value to examine counter deposit service quality in the context of a commercial bank branch in Vietnam. The findings suggest key policy implications, including prioritizing responsiveness improvement, enhancing customer-perceived service value, and segmenting customers based on demographic characteristics.
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