Vietnam International Commercial Joint Stock Bank, abbreviated as International Bank (VIB) was established on September 18, 1996 with the first head office located in Hanoi. As of early 2017, VIB has become one of the leading joint stock commercial banks in Vietnam, with a staff of up to 4000 people, nearly 160 branches and transaction offices in 27 provinces and cities across the country. As one of the pioneer banks in improving business activities, VIB is always customer-oriented, service quality and creative solutions as the business motto. Since then, VIB has continued to invest in development to bring high quality products and services to customers. VIB is always aware that: corporate service culture has an important position and role in the development of each business, because any business lacks cultural factors, language, materials, etc. If information is generally called knowledge, then that business can hardly stand and survive. In today's social trend, the resources of an enterprise are the ones that link and multiply the value of each individual resource. Corporate service culture is very necessary for a business, it can make a business organization grow, and without it, will make a company die. Therefore, VIB has built for itself a cultural environment with a clear vision, specific mission and mission.

Currently, with increasingly fierce competition for market share among banks, improving customer satisfaction at banks is an issue that needs special attention. Therefore, it is necessary to conduct analysis and assessment of customer satisfaction about the bank's products and services and service culture to know how customers perceive themselves, know the advantages and disadvantages of the bank. Need to be maintained and inadequacies should be corrected. Not outside the general trend of banks today, BIDV is also aware of the importance of improving customer satisfaction when using BIDV's services to create a competitive advantage with other banks. Other customers, namely individual customers, are an important component of the bank's main profit.

This study was conducted to discover the factors affecting customer service quality satisfaction for Vietcombank in Ho Chi Minh City. Quantitative research method has been carried out with the research object being customers who are directly performing transactions at the bank. There are 347 valid questionnaires processed through exploratory factor analysis (EFA) and testing the research hypotheses by linear regression. The results show that the factors of reliability, system, guarantee, interest rate and cost, tangible factors (facilities and forms) have a positive influence on customer satisfaction at Vietcombank in Ho Chi Minh City). In which, emphasizes the importance of two factors of interest rate, service fee and system in improving customer satisfaction with the service, thereby enhancing loyalty to the bank. CRM is a sound business strategy to identify the most profitable customers and potential customers of the bank. Therefore, customer relationship management in the bank is one of the prerequisites for the bank to achieve the desired goals.