| Abstract | Currently, the economy and financial markets of Vietnam are globalization extensively,
international economic integration is going strongly. Financial market and banking
sector in Vietnam have opened, especially after Vietnam joined WTO, so the banking
sector is very high competitive with the state bank, joint stock commercial bank and
foreign bank.
In condition of highly competitive, customer is the determining factor of the existence of
the bank. The bank that archived interest and loyalty of customers would win and grow.
Attracting new customers and consolidation existing customers are becoming keys task
in business of the bank. Therefore, the bank must always know what their customers
need and how to make customers satisfied. Through this understanding of customers,
bank will find the ways to improve service quality to enhance competitiveness with
other competitors.
To compete successfully, the bank should be update regularly the customer’s needs,
improve service quality. These tasks must be performed regularly and continuously to
respond promptly with changes in customer’s needs. So that, the bank can serve
customers better and make customer feel satisfied when use the services and products of
the bank. |