The relationship of service quality, customer satisfaction and behavior

Customer satisfaction is the customer's evaluation of a product or service meets the needs and expectations in component form SERVQUAL has been widely used (Reichheld et. al., 1990; Tsoukatos et. al., 2010; Ladhari et. al., 2011). It seems little doubt that SERVQUAL is a tool commonly used to evaluate the quality of service, not only was accepted by researchers, but it can also be used to measure the quality of services in many different areas _ perhaps more than any method other quality assessment. It is used in many fields, many branches and organizations in many different countries: USA, UK, Singapore, Korea, Malaysia, Saudi Arabia, Kuwait ...

In a nutshell, the theme of "Quality of Service" is increasingly heated because of the close relationship it has on the production cost factor (Crosby, 1979), the profits of the enterprise (Buzzell& Gale , 1987), customer satisfaction (Bolton & Drew, 1991), customer loyalty (Reichheld&Sasser, 1990), or positive word of mouth from customers. Moreover, for the financial banking services, especially retail

services,Vietnam banks have been strengthened, improving service quality, quality of service use as a tool edge effective paintings which form the foundation, developing steadily, surging ahead to meet those requirements, require urgent in the process of regional integration and the world. The results of academic research on this world hope is a useful reference for those working in marketing in the banking sector, although individual banks may also require specific studies to look regularly transparent about their service quality, thereby to work out the most effective marketing strategies.

Some authors suggest that between service quality and customer satisfaction coincide so these two concepts can be used interchangeably. A number of other studies that between customer satisfaction and service quality are two different concepts;

customer satisfaction as a result, the quality of service as the cause; satisfied with forecasts expecting nature, quality of service is an ideal standard. According to Zeithaml and Bitner (2000), service quality and customer satisfaction are two different concepts, while the quality of services focused on specific components of service, customer satisfaction is the concept general.

There is no consensus among researchers about the concept, but the majority of studies suggest that between service quality and customer satisfaction has ties to each other . However, very few studies have focused on examining the explanatory power of the components of service quality on customer satisfaction, especially in the service sector specific (Ladhari, et al. 2011).So, a question to further study the relationship of the factors of service quality to customer satisfaction with a particular field.

Customer loyalty for the brand plays an important role for the success of your business. According to Kotler et al (2005), the cost of attracting new customers can cost 5 times the retention and customer satisfaction a current definition of loyalty is the degree to which a customer can show repetitive behaviors purchasing products and services from one provider, have a positive attitude towards suppliers and intended only use of products and services providers when needed.

Service quality is measured based on the quality gap, denoted Gi = Pi - Ei, between feeling (Perceptions - P) and customer expectations (Expectations - E) for the

quality of their services banks in the current context of Vietnam, according to the quality of SERVQUAL model by developing Parashuraman et al (1991). According to these authors, service quality was assessed according to five criteria: a tangible medium, reliability, assurance, responsiveness, and empathy.

From the theoretical, Quality of service is considered as the gap between service expectations and perceptions of customers using the service (Parasurman, Zeithaml and Berry, 1985.1988) lays present, there are two common models used to service quality evaluation model Gronroos (1984) _ so that service quality is evaluated on two aspects, (1) the technical quality and (2) the quality of function; and model Parasuraman et al. (1985) _ service quality evaluation is based in difference (gap). But perhaps the model Parasuraman et al used more commonly, because of specific, detailed and assessment tools to always be the author and his colleagues tested and updated.

Based on the traditional definition of quality of service, construction Parasuramanda SERVQUAL to assess the quality of services includes 22 dependent variable 5 components to measure the quality of service expectations and perceived

Reliability: The ability to make appropriate service and on time the first time

- When companies promise to do something in a certain time, they will do

- When you encounter obstacles, the company demonstrated concern really wants to take care.

- Company services performed right the first time

- The company provides services as they promised time

- The company noted no errors to occur

Responsiveness: tell the desire and willingness of staff to provide services to customers

- Staff tells you when performing services

- Staff quickly performs services for you The staff are always ready to help you

- The staff never too busy to meet your requirements Assurance: express understanding and gracious staff

- The behavior of employees cause you trust

- Do you feel safe in dealing with companies

- The staff are always welcoming with you

- Employees have the knowledge to answer your questions Empathy: demonstrate care to each individual customer.

- Company special attention to you

- The company has a staff of interest to you

- The company took advantage of you is their mind

- The employee understands your needs

- The company worked on the hour convenience

Tangibles: expressed appearance, attire service personnel and equipment to perform the service.

- The company uses modern technology

- The Company has spacious facilities

- Staff polite outfit

- The document introduces the company's services related to clear, beautiful presentation.