Complaints Handling from Commercial Banks for Individual Customers

The fact that banks satisfactorily resolve customer complaints not only increases customer satisfaction, improves customer trust, and attracts customers to return to use their transactions. future banking and, moreover, introducing banking services to relatives and friends (Supriaddin et al., 2015). During the 4.0 industrial revolution, commercial banks and social enterprises carried out digital transformation, enhancing their competitive advantage, differentiating commercial banks through service quality, and engaging customers for long-term profit motives. This was an effective solution for commercial banks. The procedure further intensifies when a commercial bank emphasizes an effective complaint handling system within its service protocol. This study explores handling complaints from commercial banks for individual customers in the Vietnamese context. Data for this study were collected using a questionnaire from 200 respondents, but only 175 votes were valid and included in the analysis. We use qualitative research methods and quantitative research methods. SPSS software supports quantitative research methods with descriptive statistics, reliability analysis of component properties (scales) using Cronbach's alpha coefficient, and EFA analysis. The results of the study highlight to what extent complaint handling matters. Effective complaint handling practices can make the complainants more trustworthy and satisfied than before. Based on the research results, we propose some recommendations for commercial banks and bankers.