S/M/276. Dissertation. Measuring service quality of a Vietnamese bank

The dissertation investigates the issues of service quality (SQ) in modern business focusing on the SQ measurement in the banking industry and examining the gap between the bank customers' expectations and the actual service delivery. A case study of SQ evaluation in a Vietnamese bank is carried out. The review of literature touches on the definitions of service, quality, SQ dimensions, cultural differences in measuring SQ, etc. The methods of research are based on the philosophy of positivism and include secondary data analysis and primary data collection through questionnaires. Conclusions are made about the influence of cultural differences on the effectiveness of the SERVQUAL model in evaluating a bank's SQ.