Vietnam’s capital city of Hanoi has been ranked second in the top 10 cities with the friendliest customer service in the world.

The list was released by UK-based commerce and finance platform MoneySuperMarket, based on an analysis of more than 100,000 customer reviews of business establishments across 107 cities worldwide.

The data was compiled from restaurants, attractions, entertainment venues and experience-based services to reflect visitor satisfaction with service quality at each destination.

According to the published results, Edinburgh (UK) topped the ranking with 59% positive reviews, Hanoi came second with 58.6%, and Liverpool (UK) third with 58.3%.

The remaining positions in the top 10 include Paris (France), Dublin (Ireland), Montreal (Canada), Vienna (Austria), Abu Dhabi (United Arab Emirates), Birmingham and Bristol (UK). With this result, Hanoi is the sole Southeast Asian representative on the MoneySuperMarket ranking.

According to MoneySuperMarket’s assessment, community culture, hospitality, and social cohesion are among the factors that create a positive impression on visitors to Hanoi. These are also the values that help the capital offer tourists a friendly experience during their sightseeing and use of services.

The Vietnam National Administration of Tourism acknowledged that the ranking result continues to demonstrate that hospitality and friendliness remain important factors contributing to the appeal of Hanoi in particular, and Vietnam as a destination in general, to international visitors. These are also values that help reinforce Vietnam’s image as a safe, friendly, attractive and experience-rich destination on the world tourism map.