Banking Service Quality in Vietnam: A Comparison of Customers’ and Bank Staff’s Perceptions

This study aimed to assess banking service quality in Vietnam and to make a comparison of customers' and bank staff's perceptions of this based on six dimensions of the BSQ (bank service quality) model suggested by Bahia & Nantel (2000). All the data were collected through questionnaires which were delivered to two groups: customers and bank staff in some large banks in Vietnam. Descriptive statistical approach, ANOVA, independent t-test, and ulti-regression were then used to describe and analyze these six dimensions as well as to take them into a comparison of banking service quality perceptions between the above two groups. The results of this study showed two important conclusions. Firstly, there were three significant differences in customers’ and bank staff’s perceptions about the price, service portfolio, and general banking service quality. Secondly, both customers and bank staff had the same opinions and evaluations about the important levels of six dimensions, with effectiveness and assurance the most important factors and service portfolio as the least important one. Finally, this study was one of the first concernimg banking service quality in Vietnam, based on the BSQ (Bahia & Nantel, 2000) model. Useful insights were obtained into the importance of banking service quality perceived by customers and bank staff, which can stimulate debates and discussions on building a quality standard system, strengthening service quality in banks’ operations in Vietnam, as well as improving customers’ and bank staff’s satisfaction and loyalty.