The research study on factors affecting customer satisfaction at Vietinbank such as accessibility, navigation, page load speed, language, memory (information storage), personal customized, convenient, intuitive factors influencing the satisfaction of customers using banking service. The study also proposes a model to improve the relationship between customers and businesses.

Vietnam is the country that is carrying out renovation, industrialization, modernization and integration with the world and regional economy. This deeply affects the lifestyle and consumption habits of city people, so the development of the supermarket system is inevitable. In addition, Vietnam has favorable conditions for the development of supermarkets. With an attractive market like Vietnam, some foreign investors have not stopped exploiting and looking for profits for themselves. Supermarket is one of their sights as it is considered as the largest retail market in Vietnam except for traditional markets. Lotte Mart is also one of the supermarket systems trusted by Vietnamese customers. Because Lotte always puts the quality of customer service on top. Promotion services, advertising, credit card payment services, supermarket door-to-door delivery services, etc. create a strong attraction to entice consumers to shop at the supermarket instead of shopping. in traditional retail channels, such as markets and other retail outlets. Most supermarkets are concentrated and thrived in big cities such as Ho Chi Minh City, Hanoi, Da Nang, etc. because the average income of people has been improved. Since then, it is very important to understand the needs and tastes of customers, as a servicebased business, we must ask our customers for their feedback. This is a necessary job, because we can learn about the customer's impression of your company, and based on that to plan or adjust the development path in the future.

The study aims to determine the influence of factors on customer satisfaction on service quality of domestic commercial banks in the city. Thereby, the author proposes some measures to improve customer satisfaction with service quality here. Both qualitative and quantitative research methods are applied. The analysis results of 700 survey samples collected directly from customers show that there are 4 factors affecting customer satisfaction, arranged in descending order: 1) Service attitude of staff 2) Reliability 3) Tangibility 4) Employee skills. The results of descriptive statistics also show that customers are satisfied with the reliability factor of the supermarket, customers are not satisfied with the physical aspect, in addition, customers do not give opinions on three factors: staff service, products and convenience shopping of the supermarket.

In Vietnam, Big C is one of the oldest and largest supermarket systems known to many consumers. This is still a trusted address of Vietnamese consumers with 35 Big C supermarkets distributed nationwide and 8000 employees. The variety of items along with the spacious premises to bring great shopping experiences are the big plus points that Big C is getting. However, the attractiveness of the retail market in recent years has made many domestic "giants" enter this industry, surely Big C will always have to renew itself to stand firm in the fiercely competitive market. The most essential ingredient for Big C to be able to stand firmly in the market is definitely Big C's customers, customers are the key for a supermarket system to survive, If the supermarket chain no longer attracts potential customers, it is quickly forgotten or collapsed. So not only at the goods stage, Big C also has to pay attention to the customer service stage, find out the problems that customers face when shopping here to improve the quality of their services, satisfy the customers customers to bring more than Big C's market value.

At present, commercial banks can only continue to exist and develop under great competitive pressure if they understand the importance of customers, attract and retain customers, and build relationships with them. Long-term relationships on the basis of specific strategies for customer satisfaction. Customer-oriented business strategy is becoming the most important strategy of every bank. Besides, according to the 80/20 rule, 80% of a business's revenue or profits are generated by 20% of its loyal customers. Therefore, it is necessary to build a complete customer relationship management (CRM) system at each bank, in order to create and maintain sustainable relationships with customers, satisfy and add value. Because customers as well as profits for the bank are very necessary and urgent for the long-term development strategy of commercial banks. In the world, now that customer relationship management is increasingly popular and developed, businesses have realized the importance of CRM in their business operations. In Vietnam, CRM has attracted the attention of a number of commercial banks, including Agribank, but the application and implementation have not been really effective. Over the past time, Agribank has tried to come up with solutions to retain customers, but still received a lot of customer complaints and did not increase the number of new customers much. Therefore, perfecting the CRM system is one of the levers for the strong existence and development of each bank. CRM helps businesses effectively use resources, processes and understand the benefits of technology for increasing customer value. This allows to improve service quality, contact and sales processes as well as after-sales customer care services.