Impact of deposit capital mobilization quality on individual customer satisfaction at Vietnamese commercial banks

Abstract

Purpose - This study examines the impact of deposit mobilization quality on individual customer satisfaction in Vietnamese commercial banks. Design/methodology/approach - The study was undertaken to utilize a survey, and data were collected from 318 individual customers who had deposited money in commercial banks. These banks represent a substantial portion (over 80%) of the total scale of capital mobilization within the Vietnamese commercial banking sector. The study employed exploratory factor analysis (EFA) and multiple linear regression analysis (MRA) to analyze the data. Findings - The findings indicate that determinants such as Customer Reliability, Infrastructure, Empathy, Assurance, and Responsiveness influence the level of individual customer satisfaction in Vietnamese commercial banks, which serve as a crucial foundation for suggesting strategies to enhance the overall contentment of customers who deposit with commercial banks in Vietnam. Research limitations/Implications - The study was only conducted on 318 individual customers (valid responses). To obtain a more thorough understanding of customers’ satisfaction with capital mobilization services at Vietnamese commercial banks, it is imperative to broaden the scope of this research by incorporating a larger sample size and diversifying customer groupings. The study has made certain contributions to identifying solutions for enhancing the satisfaction of individual deposit customers at Vietnamese commercial banks. Originality/value - The study has provided empirical evidence on the relationship between the quality of deposit mobilization and customer satisfaction at commercial banks in Vietnam.