The influence of service quality and organizational image on customer satisfaction: An empirical study at commercial banks in Danang city

Abstract

Through direct survey results from 318 customers who are transacting, with the support of officials and employees at commercial banks in Danang city during the period from September to November 2021, this study has applied fundamental theories and previous research results in analyzing and assessing the impact of factors of service quality and organizational image on customer satisfaction. Combining basic analyzes in quantitative research such as statistics, Cronbach’s alpha reliability, EFA & CFA factor analysis, SEM models from SPSS and AMOS software, the research results show that (1) The factor of Organizational Image has the strongest impact on Customer Satisfaction in the banking sector; next is (2) Reliability; (3) Assurance; (4) Empathy; (5) Responsiveness and (6) Tangibles.