The research looked at what makes customers in Vietnam happy with their bank services and want to keep using them. Factors like service quality, brand name, and trust affect how satisfied people are with their banking experiences. 605 customers took a survey, showing that six things make customers more likely to buy more from their bank. When customers are happy and satisfied, they are more likely to buy again. Two extra things matter in the mix: it's harder for customers to switch to another bank if they've invested a lot in the relationship, and if they feel committed. These results could help banks better understand and keep their customers in Vietnam.