The impact of customer experience on relationship quality in transactions with commercial banks: A case of An Giang

Abstract

This study aims to identify the factors that influence customer experience and assess their impact on the quality of relationships between customers and commercial banks. Analyzing survey data from 200 customers of commercial banks in 2024 in An Giang Province, using Cronbach’s Alpha and EFA factor analysis revealed four key components of customer experience: the banking environment, customer service staff, critical moments, and service products. The results from linear regression indicate that all four factors positively affect the quality of the relationship between customers and banks, with banking staff having the most significant impact. Staff play a vital role in shaping customer experience and improving the quality of relationships between customers and banks. The results of this study provide a foundation for proposing managerial implications aimed at improving the quality of the relationship between banks and customers. Specifically, banks should focus on training employees in professional and customer communication skills, as well as on developing higher-quality, more diverse, and flexible products.