THE FACTORS INFLUENCING CUSTOMER SATISFACTION WITH RETAIL BANKING SERVICES AT COMMERCIAL BANKS IN CAN THO CITY

This study analyzes the factors influencing customer satisfaction with retail banking services at commercial banks in Can Tho City. The research data is based on a survey of 150 customers currently using retail banking services in Can Tho City. The study employs Cronbach's alpha to test scale reliability, exploratory factor analysis (EFA), and multiple linear regression analysis. The results indicate that the model has high statistical significance, with R2 = 0,659, demonstrating that the studied factors have a considerable impact. Among them, Technological quality, Assurance, and Rmpathy are the three most influential factors, whereas Responsiveness is not statistically significant. Tangibles and reliability also have an impact, but to a lesser extent. Based on these findings, banks should focus on investing in technology, ensuring transaction security, and improving customer service to enhance customer satisfaction and loyalty.