A critical innovative service quality measurement in achieving customer satisfaction: a lesson from Vietnamese retail banking industry

Today, fulfilling customer needs is no longer a dilemma for service providers within the context of growing many inventions and achievements related to innovative technology. Increasing digitalization has allowed businesses to meet every individual requirement by helping them easily own the customer's information and to deliver service with faster time and more accuracy. In consequence, both customer satisfaction and service quality will be increasingly determined by innovative digital technology. This paper aims to modify a Service Quality model for the present context, where both humans and technology are making an effort to fulfil customer needs in order to further enhance the overall service quality and customer satisfaction. For this purpose, this research will combine the frameworks of Parasuraman et al. (1988) (SERVQUAL) and Marfo-Yiadom & Ansong (2012) (Innovative Product Quality), as an Innovative Service Quality measurement. The results of a survey were collected from 222 retail banking customers in Vietnam, being processed by the SPSS program through Cronbach's alpha test, correlation and regression analysis. As the result, the study confirmed the positive relationship between Service Quality from humans and innovative technology, in which Responsiveness from the staff and Security and Flexibility from innovative technology is influential for Customer Satisfaction.