After-Sales Service Quality and Customer Satisfaction in Emerging Banking Markets: Evidence from Vietnam
DOI:
https://doi.org/10.65150/EP-jefrr/V2E4/2026-07Keywords:
After-sales service quality; Customer satisfaction; Banking sector; SERVQUAL; Emerging marketsAbstract
This study examines the impact of after-sales service quality on customer satisfaction in the banking sector, focusing on an emerging market context. Drawing on the SERVQUAL framework and integrating insights from Expectation-Confirmation Theory and Relationship Marketing, the study analyzes data collected from 316 customers of a commercial bank. Using exploratory factor analysis and multiple regression, the results indicate that all five dimensions of service quality significantly influence customer satisfaction. Among these, tangibles and reliability exert the strongest effects, highlighting the importance of physical service evidence and consistent service performance in shaping customer perceptions. The findings extend existing literature by repositioning service quality within the after-sales context and emphasizing its role as a relational mechanism. Managerially, the study suggests that banks should enhance post-service interactions to improve customer experience and sustain long-term relationships.
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Copyright (c) 2026 Nguyen Thi Viet Ha, Nguyen Thi Thuy Trang (Author)
This work is licensed under a Creative Commons Attribution 4.0 International License.
