Customer satisfaction always has important roles in the success of any business. As a result, all managers always try their best to generate suitable policies to enhance the level of customer satisfaction. As an employee working at Vietcombank, the author decided to conduct a research on the satisfaction level of customers using visa card, the most successful product of Vietcombank.
In order to achieve the research objective, the author has carefully analysed all related theories of customer satisfaction and came up with the final list of 8 main factors affecting customer satisfaction in visa card. Those factors include payment system, distribution channel, brand image and reputation, customer trust and loyalty, complaint management, customer service, service quality, and costs and rewards.
To measure the level of customer satisfaction in visa card service at Vietcombank, a survey was conducted with the participation of 200 customers being using this service of Vietcombank. A list of questionnaires were delivered to those customers to ask them to show their satisfaction level via expressing their evaluations toward 8 factors defined as having strong influences on customer satisfaction shown above. The research results showed that customers have quite high level of satisfaction toward visa card service of Vietcombank. However, customers also had some expectations toward this bank including increasing the density of ATM machines, having more activities relating to corporate social responsibilities, and having more incentive programmes to enhance the loyalty of customers.

Customer satisfaction always has important roles in the success of any business. As a result, all managers always try their best to generate suitable policies to enhance the level of customer satisfaction. As an employee working at Vietcombank, the author decided to conduct a research on the satisfaction level of customers using visa card, the most successful product of Vietcombank.
In order to achieve the research objective, the author has carefully analysed all related theories of customer satisfaction and came up with the final list of 8 main factors affecting customer satisfaction in visa card. Those factors include payment system, distribution channel, brand image and reputation, customer trust and loyalty, complaint management, customer service, service quality, and costs and rewards.
To measure the level of customer satisfaction in visa card service at Vietcombank, a survey was conducted with the participation of 200 customers being using this service of Vietcombank. A list of questionnaires were delivered to those customers to ask them to show their satisfaction level via expressing their evaluations toward 8 factors defined as having strong influences on customer satisfaction shown above. The research results showed that customers have quite high level of satisfaction toward visa card service of Vietcombank. However, customers also had some expectations toward this bank including increasing the density of ATM machines, having more activities relating to corporate social responsibilities, and having more incentive programmes to enhance the loyalty of customers.

ACKNOWLEDGMENTS I
ABSTRACT II
Contents III
Tables V
Figures VI
Chapter1 Introduction 1
1.1 Research background 1
1.2 An overview of Vietcombank 2
1.3 An overview of visa card services at Vietcombank 3
1.4 Research problem and motivation 3
1.5 Research questions 4
1.6 Research objectives 4
1.7 Scope of study 4
1.8 Research contribution 4
1.9 Research structure 5
Chapter 2 Literature Review 6
2.1 Literature review on Visa Card 6
2.1.1 Definition 6
2.1.2 Advantages and disadvantages of using visa card 6
2.2 Customer Satisfaction 7
2.2.1 Definition of Customer Satisfaction 7
2.2.2 Overview of Customer Satisfaction 8
2.2.3 The importance of Customer Satisfaction 8
2.2.4 Influential Factors of Customer Satisfaction 9
2.3 Literature review on Customer Satisfaction in Visa Card Service 12
Chapter 3 Research Methodology 14
3.1 Research framework 14
3.2 Research strategy (survey with the support of questionnaires) 16
3.3 Research method (combination of qualitative and quantitative) 17
3.4 Methods of collecting data 18
3.4.1 Secondary data (literature, reports of Vietcombank) 18
3.4.2 Primary data (questionnaires and interview) 19
3.5 Questionnaire design 19
3.6 Sample size 20
3.7 Technique of analysing data 21
3.8 Reliability and validity 21
3.8.1 Reliability 21
3.8.2 Validity 21
Chapter 4 Data Analysis, Discussions and Findings 22
4.1 General Information of Respondents 22
4.1.1 Gender Distribution of the respondents 22
4.1.2 Age Distribution of the Respondents 22
4.1.3 Occupation Distribution of the Respondents 23
4.1.4 Time Duration of Using Visa Card Service 24
4.2 Reliability Test 24
4.2.1 Reliability Test of Payment System 24
4.2.2 Reliability Test of Distribution Channel – Brand Network 25
4.2.3 Reliability Test of Brand Image and Reputation 26
4.2.4 Reliability Test of Customer Trust and Loyalty 26
4.2.5 Reliability Test of Complaint Management 27
4.2.6 Reliability Test of Customer Service 28
4.2.7 Reliability Test of Service Quality 28
4.2.8 Reliability Test of Cost and Rewards 29
4.3 Factor Analysis Test 29
4.4 Descriptive Analysis 33
4.4.1 Descriptive Analysis of Payment System – Points of Sale and ATM Machines 33
4.4.2 Descriptive Analysis of Distribution Channel – Branch Network 34
4.4.3 Descriptive Analysis of Bank Image and Reputation 34
4.4.4 Descriptive Statistics of Customer Trust and Loyalty 35
4.4.5 Descriptive Analysis of Complaint Management 36
4.4.6 Descriptive Analysis of Customer Service 37
4.4.7 Descriptive Analysis of Service Quality 37
4.4.8 Descriptive Analysis of Cost and Rewards 38
4.5 Multiple Regressions 39
Chapter 5 Conclusions and Recommendations 43
5.1 Summary of the Main Points 43
5.2. Recommendations 45
References 47
Appendix 52

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