Phan Dien Vy, Phan Thanh Tam
Commercial banks are making efforts to perfect services, improve the quality of care and serve customers. With the motto "Quality is the center in all activities", besides expanding the network, Commercial banks are increasing investment in facilities and techniques, developing many convenient services to attract customers. In particular, the growing trend of retail customer business is the "key" to banks' revenue and business efficiency. Therefore, this study objective proposed policy implications for improving the banking service quality in Vietnam. The study surveyed 1.000 customers related to commercial banks, but 917 samples were processed and answered 39 questions. The authors tested Cronbach's Alpha, Confirmatory Factor Analysis (CFA), Structural Equation Model (SEM), and descriptive statistics with a significance level of 0.01.