In Vietnam, competition within the financial service market, especially banking sector is very hash because of the economic globalization and the increase dramatically of new potential entrants into the market. During the last decades, customer loyalty is always paid attention by the researchers and bank managers. In order to compete in this sector, customer loyalty is considered as an essential key for bank management. Therefore, it is likely necessary to establish a focusing strategy on customer for the future survival of banks in this market. In this study, an empirical investigation is designed to determine the effect of service quality and customer satisfaction towards customer's loyalty in banking service, which operates in a competitive environment. The questionnaires were used to collect data from the bank customers in Vietnam. Multivariate data analysis was adopted to empirically test the developed research hypotheses. The results reveal that customer satisfaction and service quality have positive relationship to customer loyalty. Since the antecedents and consequential variables have not been completely estimated, it is expected that the results of this study can serve as a reference for further researching.
