Nghiên cứu này được thực hiện để xem xét mối tương quan giữa chất lượng dịch vụ, lợi ích tài chính với sự thỏa mãn của khách hàng và lòng trung thành của khách hàng cá nhân trong lĩnh vực ngân hàng bán lẻ trên địa bàn Quảng NgãiThis study aims at examining the relationship between service quality, financial benefits for retail customer satisfaction and loyalty in the retail banking sector in Quang Ngai province. Based on the model of service quality SER VP ERF which is adjusted to be suitable with the banking sector, a survey on 298 customers who are using the banking services in Quang Ngai is carried out. The results show that customer satisfaction is most strongly affected by responsiveness and financial benefits, followed by empathy, trust and assurance. Meanwhile, tangible means without impact has significance in terms of statistics to customer satisfaction. The analysis shows that customer satisfaction is an important premise of customer loyalty and customer satisfaction is an indirect impact of service quality and financial benefits on customer loyalty.