Non-cash payment through Automated Teller Machine (ATM) card service is a potential market
and suitable for the development trend of the world economy especially in developing countries.
Currently, the economy is showing signs of recovery after the Covid-19 pandemic with many
advantages and also challenges. Accordingly, the banking sector is also facing enormous
challenges, not only the fierce competition of domestic commercial banks but also foreign
commercial banks. Therefore, in order to survive and develop in the market economy, it is
essential to find ways to improve service quality to make a difference in the supply and
distribution of services of banks in general and ATM cards in particular. This study was
conducted by collecting data directly from 135 customers using ATM card services at MB Can
Tho branch in Vietnam to assess their satisfaction with the bank's card services. This study
employed Parasuraman's 5-distance model and had the appropriate adjustment for the
Vietnamese market for analysis. Research results show that the number of customers satisfied
with ATM card service is 83% and the percentage of customers who will definitely recommend
this service to others is also quite high at 59.3%. Based on the research results, the author
proposes relevant solutions to improve service quality in terms of facilities, human resources,
culture, monitoring, and brand development, and improving service quality in order to expand
this service.