Phan Thanh Tam, Phan Dang Ngoc Yen Van, Nguyen Thi Bich Thuy.
The focus on retail activities has become a trend in recent years, with domestic and international joint-stock commercial banks and alliances and fintech companies competing vigorously in the retail segment. It is a development strategy of many banks to diversify revenue sources, minimize operational risks, and achieve optimal business efficiency. Therefore, the authors surveyed 600 customers related to service quality from January 2020 to July 2020. The research results showed that five factors affect customers' satisfaction based on service quality. Research results are crucial scientific evidence for bank service managers to improve the service quality of commercial banks.