Implication of research

5.2.1. Academic implication

The results of this study will contribute to the literature for the model to test the retailing service quality of the banking industry. With the result of supported hypothesis, five factors in SERQUAL could be used to test the banking services with all of the system. Service quality has been linked with customer satisfaction within the banking industry (Ladhari et. al., 2011). This study indicates that Responsiveness have strongest impact on customer satisfaction and the second is Reliability, the third is The tangible, the forth is assurance and the last is empathy. Beside, this study indicates that the satisfaction have positive relationship with the behavior intention.

The development of assessment model service quality in recent years has reflected the change in the provision of services: from the traditional normal services to services based on the application of information technology. This trend raises the need for new studies on service quality topic to explore new factors that may have influence on service quality. In Vietnam, service quality has attracted attention from researchers and companies in the recent years. They have been trying to find suitable models of service quality that fit the characteristics of the banking industry in Vietnam. Banks now understand that delivering high quality service to customer is a critical task for them to survive and compete in this industry (Meyer Waarden, 2008).

5.2.2. Managerial implication

From the research result, this study indicates that there are 5 factors of SERVQUAL model have impacts on customer satisfaction and the satisfaction have positive relationship with the behavior intention. In banking industry, the quality of products and services that customers feel is a combination of many different factors,

including bank staff. Staff had direct dealings with customers, so attitudes and their training significantly determines the service quality and the image of the bank.

Understanding customer's desire for pleasure makes banking strengthen on the improvement of staff training and retaining as the result show that the empathy of staff to customer satisfaction is just partly supported ( Beta = 186).

The majority of customers, when dealing with private banks, expect the bank’s employees training significantly determines the service quality and the image of the bank. Understanding customer's desire for pleasure makes banking strongly have the agility and dynamism. Some customers wanted the tellers to dress nice and polite, considerate to their particular needs. In other words, customers expect to see professionalism from the bank’s employees. Understanding this need, VietinBank has frequently issued policies that encourage employees to improve their service quality through training and rewards for excellent staff. On the other hand, the bank also focuses on recruitment process to find good employees.

In the banking operations, excellent service quality is an important goal for all banks to pursuit, communication skills are the tools that bring products to customers.

Communication skills of transaction personnel are one important factor to create a good impression, it makes customers trust to the bank, and they decided to become bank customers. Thus, the communication of banking staff directly has impacts on the decision-making process. Therefore, improving staff’s communication skills of dealing is priority.

For transaction employees, it is important for them to display their professionalism and knowledge. Below are some proposed principles for transaction employees when they deal with customers:

First, the principle of respect customer. Customer Respect shown in the transaction staff know how to behave fairly, equally between customers. Respect can also be displayed through the proper communication, feedback, remediation, flexibility and customer satisfaction.

Secondly, the principle tellers contribute to and maintain product differentiation of banking services not only differences in the quality of service but also in culture manifested in customer service trade officials, to make customers feel comfortable, satisfied and notice the differences to choose the use of banking services.

Thirdly, the principle of effective listener. When consumers are talking, trading officials should express attention and do not interrupt unless it wanted to clarify a particular issue. Officials transaction should encourage customers to share their expectations about the type of products they are using, emotional restraint, said using clear language understandable and calm resolve situations when meet customer response; listen, receive feedback from customers to the exchange of information received is two-way, allowing officers capture information transactions up

Also, advising leaders on making improvements in the products and services as well as reduce administrative procedures not required in the transaction.

Fourthly, the principle of honesty in dealing with customer transactions each staff need careful guidance, meticulous, enthusiastic and honest customers with the Main procedures comply with the provisions of the bank; rights and responsibilities of customers using such services. Honesty also manifest in the evaluation of the true state of customer records, without any demands and requirements with customers to profit.

Fifth, the principle of patience. Employees should understand the importance of patience to show their understanding and empathy toward customers. When meeting customers, they should patiently listen to understand customer the provisions of the bank; rights and responsibility.

Sixth, the principles to build trust and maintain long-term relationships with customers. In fact, if you want to build trust and long-term relationship, it is important to understand that: the customer’s acceptance. In fact, When meeting customers, they should patiently listen to understand customer’s need and propose suitable bank services and customer loyalty are sustained and improved also depend on the customer care quality when they use the bank’s service.