Ho Chi Minh City, April 2025 – The Decision Lab Bank Satisfaction Rankings 2025 for Vietnam recognise Techcombank for rising to the leading position, and SHB as the biggest improver in customer satisfaction, affirming the strong trust from customers and the solid standing of these brands within the banking sector.

The rankings are built upon the YouGov BrandIndex Positive Satisfaction Score, from the comprehensive brand health tracking tool that gathers daily data from over 350 brands in Vietnam. This is the result of more than 18,000 consumer surveys for the Finance sector conducted annually through this tool.

The Bank Satisfaction Rankings 2025 for Vietnam reveal a dynamic shift in customer satisfaction within the Vietnamese banking sector, with several institutions demonstrating significant changes in their standings. This indicates evolving consumer expectations and a heightened level of competition.

The Bank Satisfaction Rankings 2025 for Vietnam serve as a useful source of information for customers seeking banks that offer excellent customer experience. Banks should prioritise customer satisfaction and build long-term relationships with them to improve their ranking and become more prominent in the market. Only in this way can banks harness the power of satisfaction to build a loyal customer base, enhance brand awareness, and drive business growth.

Download the full report here.

Shifts in the rankings, with SHB recording the largest growth in customer satisfaction, Techcombank tops the ranking

With a score of 84.6, Techcombank has overtaken and secured the leading position in the 2025 rankings, achieving a 4-point increase compared to last year in the satisfaction index and moving up two places.

Vietcombank has fallen to second place with a score of 84.3, down one place from the previous period. This was the top-ranked bank in last year’s rankings. MB has climbed to third place with a score of 81.6, up one place from the previous period.

Vietinbank ranks fourth with a score of 79.3. ACB has risen four places and successfully entered the top 5 banks with high customer satisfaction in Vietnam, scoring 78.3 points.

Other banks in the top 10 include BIDV (77.4), VIB (76.6), SHB (76.4), HSBC (76.1), and AB Bank (76.0). Most notably, SHB has climbed eight ranks compared to the previous period and has officially joined the Top 10 banks receiving the highest customer satisfaction ratings. This significant promotion reflects SHB's efforts in improving products, services, and strengthening connections to understand customers.

SHB continues to be at the forefront of customer satisfaction growth in Decision Lab's rankings for two years in a row

In addition, Decision Lab also presents a ranking of the banks with the most impressive improvement in customer satisfaction score.

2025 sees SHB appear for the second year in a row in Decision Lab's ranking of top-improving banks, demonstrating superior customer satisfaction growth compared to other banks in the market. This is the result of SHB's ongoing efforts to enhance service quality, financial solutions, and provide customers with modern and secure utilities.

AB Bank and Timo have also made remarkable progress, increasing by 9.5 and 7.2 points respectively, ranking second and third in this table. 

The continued leadership of banks like SHB in customer satisfaction growth since Q3 2023 demonstrates the significant progress in their journey of innovation and comprehensive transformation. The bank places people and corporate culture as the foundation; leverages technology and digitisation as a driving force for breakthroughs, bringing the best service experiences to customers; and adopts sustainable development and green banking as long-term goals.

Board of Directors of SHB, commented on the rankings:

As part of our 2024-2025 transformation, placing customers and the market at the core, our bank leverages its 32-year heritage to drive innovation and deliver tangible prosperity for our customers and the wider society. Our steadfast national mission fuels an ambition to lead, to be pioneers, and to stand alongside the country in this evolving landscape.

The observed movement in the rankings suggests that Vietnamese consumers are increasingly placing higher expectations on banking services and exhibiting a greater willingness to switch institutions in cases of dissatisfaction. This intensifies the competitive nature of the Vietnamese banking sector.

Mr. Thue Quist Thomasen, CEO of Decision Lab, commented  on the rankings: 

The Decision Lab Bank Satisfaction Rankings 2025 provides a comprehensive assessment of the Vietnamese banking sector's performance through the lens of customer satisfaction. As the industry continues to navigate an increasingly competitive and digitally-driven landscape, the rankings offer invaluable insights into how well each bank has adapted to meet the evolving needs and expectations of its customers.

With Techcombank now leading the sector and banks like SHB making significant strides in customer satisfaction, it is clear that the key to success lies in prioritising innovation, digital transformation, and a customer-centric approach. The rankings serve as a reminder that even minor fluctuations in customer satisfaction can have a substantial impact on a bank's competitive standing, underlining the importance of continuously striving to understand and exceed customer expectations in this dynamic industry. 

Methodology

The Decision Lab Bank Satisfaction Rankings 2025 are calculated using data collected daily through the flagship YouGov BrandIndex solution.

Brands were ranked based on their Net Satisfaction Score, determined by subtracting the Negative Satisfaction Score from the Positive Satisfaction Score of the brand.

• In the Positive Satisfaction Score, people are asked: “Of which of the following Financial Institutions & Services brands would you say that you are a SATISFIED customer?”.  
• In the Negative Satisfaction Score, people are asked: Of which of the following Financial Institutions & Services brands would you say that you are a DISSATISFIED customer?”. 

Respondents are current customers of each bank aged 18 years old and older.

• Tracking period: 1st January 2024 - 31st December 2024 
• Compared to: 1st January 2023 - 31st December 2023

All brands must have a minimum sample size of 200 responses and have been tracked for at least six months to be included in the rankings and for at least 18 months to appear in the Improvers table. In this report, 23 banks meet these criteria and are ranked accordingly. 

Download the full report here.