Journal of Economic, Finance Research and Review (JEFRR) · Research article · Open access
After-Sales Service Quality and Customer Satisfaction in Emerging Banking Markets: Evidence from Vietnam
Nguyen Thi Viet Ha, Nguyen Thi Thuy Trang
30 April 2026 · Vol. 2, Issue 4, pp. 254-261
DOI: 10.65150/EP-jefrr/V2E4/2026-07
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What is this article about?
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.
Article at a glance
- Published
- 30 April 2026
- Volume / issue / pages
- Vol. 2, Issue 4, pp. 254-261
- ISSN
- 3051-3650 (online) · 3051-3642 (print)
- Licence
- CC BY 4.0 — free to read and reuse with attribution
- Peer review
- Double-blind, at least two independent reviewers
- Publisher
- EP Journals Group
Abstract
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.
Keywords: After-sales service quality, Customer satisfaction, Banking sector, SERVQUAL, Emerging markets
Cite this article
Nguyen Thi Viet Ha, & Nguyen Thi Thuy Trang (2026). After-Sales Service Quality and Customer Satisfaction in Emerging Banking Markets: Evidence from Vietnam. Journal of Economic, Finance Research and Review, 2(4), 254-261. https://doi.org/10.65150/EP-jefrr/V2E4/2026-07
@article{Nguyen2026,
title = {After-Sales Service Quality and Customer Satisfaction in Emerging Banking Markets: Evidence from Vietnam},
author = {Nguyen Thi Viet Ha and Nguyen Thi Thuy Trang},
journal = {Journal of Economic, Finance Research and Review},
year = {2026},
volume = {2},
number = {4},
pages = {254-261},
doi = {10.65150/EP-jefrr/V2E4/2026-07},
url = {https://doi.org/10.65150/EP-jefrr/V2E4/2026-07}
}Questions about this article
Who wrote this article?
Nguyen Thi Viet Ha, Nguyen Thi Thuy Trang.
Where and when was it published?
In Journal of Economic, Finance Research and Review, Volume 2, Issue 4, pages 254-261, published by EP Journals Group on 30 April 2026.
Is this article free to read?
Yes. It is open access under a Creative Commons Attribution 4.0 (CC BY 4.0) licence, so anyone can read, share and reuse it with attribution.
What is the DOI of this article?
10.65150/EP-jefrr/V2E4/2026-07 (https://doi.org/10.65150/EP-jefrr/V2E4/2026-07).
How do I cite this article?
APA: Nguyen Thi Viet Ha, & Nguyen Thi Thuy Trang (2026). After-Sales Service Quality and Customer Satisfaction in Emerging Banking Markets: Evidence from Vietnam. Journal of Economic, Finance Research and Review, 2(4), 254-261. https://doi.org/10.65150/EP-jefrr/V2E4/2026-07
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