861 research on factors affecting customer satisfaction on mobile banking service of military commercial joint stock bank – xuan thuy branch

BANKING ACADEMY BANKING FACULTY Z C l GRADUATION THESIS Research on Factors affecting customer satisfaction on Mobile Banking service of Military Commercial Joint Stock Bank - Xuan Thuy Branch Author Name: Bui Ngoc Nam Student Code: 20A4020548 Class: K20CLCB Internship Unit: Military Commercial Joint Stock Bank Xuan Thuy Branch Instructor: Dr Nguyen Thi Quynh Huong Hanoi, 2021 ACKNOWLEDGEMENT A completed study would not be done without any assistance Therefore, to be able to complete the University program and this thesis, I would like to express my sincere thanks to the teachers of Banking Academy who wholeheartedly imparted valuable knowledge to me during my four years of study at school Particularly, I would like to express my deep gratitude to my supervisor - Ms Nguyen Thi Quynh Huong for her guidance and support in completing this graduation thesis Without her motivation and instructions, the thesis would have been impossible to be done effectively I would like to thank the Management Board of MB Xuan Thuy - Tran Duy Hung branch, especially Ms Tran Thi Thanh Xuan - Head of Personal Customer Relations Department for enthusiastically guiding and giving me the opportunity to practice and experience the professional working environment at the bank and also my colleagues in the Department of Personal Customer Relations for helping me to be able to this graduation thesis Although I have tried my best to complete the thesis, due to my limited knowledge and personal understanding, the thesis cannot avoid errors I look forward to receiving your comments to improve the research paper Thank you sincerely! i UNDERTAKING To conduct the thesis: “Research on Factors affecting customer satisfaction on Mobile Banking service of Military Commercial Joint Stock Bank - Xuan Thuy Branch” I have researched on my own, applied the knowledge I have learned before, discussed it with instructors, and friends, The data and results stated in the thesis are honest and have not been published in other works I hereby declare that this thesis is my own, that the secondary information used in this thesis is original and clearly cited ii TABLE OF CONTENTS ACKNOWLEDGEMENT i UNDERTAKING .ii TABLE OF CONTENTS iii LIST OF SYMBOLS, ABBREVIATIONS vi LIST OF TABLES, DIAGRAMS .vii ABSTRACT .1 THE URGENCY OF THE SUBJECT RESEARCH OBJECTIVES .2 RESEARCH SUBJECTS AND RESEARCH SCOPE .2 METHODOLOGY .2 OVERVIEW OF PREVIOUS STUDIES 5.1 Domestic Studies 5.2 Foreign Studies KEY STRUCTURE Chapter I: Theoretical basis for Mobile Banking and customer satisfaction with Mobile Banking 1.1 Overview of Mobile Banking 1.1.1 E-banking services 1.1.2 Mobile banking services 12 1.1.3 Benefits of mobile banking .13 1.2 Service quality 14 1.2.1 Overview of service quality 14 1.2.2 Some models of service quality assessment 17 1.3 Customer satisfaction when experiencing the service 18 1.3.1 Satisfaction concept 18 1.3.2 The relationship between service quality and customer satisfaction .19 1.4 Models related to customer satisfaction 21 1.4.1 SERVQUAL (Parasuraman,1988) 21 iii 1.4.2 American Customer Satisfaction Index (ACSI) (Fornell, Johnson, Anderson, Cha & Everitt,1990,1996) 22 THE CONCLUSION OF CHAPTER I .23 Chapter II: Research on factors affecting customer satisfaction on App MBBank Service of Military Commercial Joint Stock Bank 24 2.1 Overview of Military Commercial Joint Stock Bank - Xuan Thuy Branch and MB's e-banking service 24 2.1.1 Introduction about Military Commercial Joint Stock Bank - Xuan Thuy Branch 24 2.1.2 Overview of MB's e-banking service and Mobile Banking service 28 2.1.2.1 Background of MB’s e-banking services .29 2.1.2.2 Background of MB's Mobile Banking service .29 2.1.3 MB's business performance and development of e-banking services for the period 2017-2020 31 2.2 Research on factors affecting customer satisfaction on App MBBank Service of Military Commercial Joint Stock Bank 32 2.2.1 Conceptual Framework and Development of Hypotheses 32 2.2.2 Description and definition of variables in the model 34 2.2.3 Description of the survey form .36 2.2.3.1 Survey process: 36 2.2.3.2 Survey results 37 3.1 Evaluate the reliability of Cronbach's Alpha scale 49 3.2 Exploratory Factor Analysis (EFA) .52 3.2.1 EFA for the independent variable 52 3.2.2 EFA for the dependent variable 55 3.3 Correlation Analysis .57 3.4 Verify the research model and research hypothesis .59 3.4.1 Build regression model 59 3.4.2 Verify the regression hypothesisviolations 59 3.4.3 Verify the fit of the regression model 63 3.4.4 Regression Results 64 iv 3.4.5 Research hypothesis test results 65 3.4.6 Discussion the research results .66 THE CONCLUSION OF CHAPTER II 68 Chapter 3: Conclusion and recommendations 69 3.1 Conclusion of the study 69 3.2 Solutions .69 3.3 Limitations and further researchdirections 75 THE CONCLUSION OF CHAPTER III 76 v LIST OF SYMBOLS, ABBREVIATIONS MB: Military Joint Stock Bank EFA: Exploratory Factor Analysis Sig.: Observed significance level SPSS: Statistical Package for the Social Sciences OTP: One Time Password ACSI: American Customer Satisfaction Index ECSI: European Customer Satisfaction Index PLS-SEM: Partial least squares ATM: Automated Teller Machine 10 POS: Point of Sale 11 IT: Information Technology vi LIST OF TABLES, DIAGRAMS Table 2.1: MB's e-banking performance in the period 2017 - 2020 Table 2.2: Symbol of independent variables Table 3.1: Cronbach alpha table of research concepts Table 3.2: KMO and Bartlett's Test Table 3.3: Total Variance Explained (independent variable) Table 3.4: Rotated Component Matrix Table 3.5: KMO and Bartlett's Test (Dependent Variable) Table 3.6: Total Variance Explained Table 3.7: Component Matrix Table 3.8: Correlations Table 3.9: Model Summary Table 3.10: Table of results for verifying the model test Table 3.11: Coefficients Table 3.12: Hypothesis test results vii Diagram 2.1: Diagram of MB Xuan Thuy's departments Diagram 2.2: Conceptual Framework Diagram 2.3: Sample characteristics by genders Diagram 2.4: Sample characteristics by age groups Diagram 2.5: Sample characteristics by Customer income Diagram 2.6: Sample characteristics by Occupation Diagram 2.7: Sample characteristics by Customer’s field Diagram 2.8: Customer app usage time chart Diagram 2.9: Distribution chart of services used by customers Diagram 2.10: Reliability Diagram 2.11: Responsiveness viii Deleted RES RES RES RES 11.885 6.022 745 893 11.990 5.387 733 896 11.950 5.183 857 849 12.040 5.024 823 863 Cronbach's Alpha N of Items 789 "3 Tangibles Reliability Statistics Cronbach's Scale Mean if Item TAN Scale Variance if Item Deleted Deleted 8.135 1.906 Item-Total Statistics TAN 8.215 8.200 Alpha Item-Total Item Correlation Deleted 594 750 575 773 725 605 1.818 TAN Corrected 1.638 if Cronbach's Alpha N of Items ”855 "4 Assurance Reliability Statistics Cronbach's if Scale Mean if Item Scale Variance Deleted Deleted "A 12.375 3.683 Item-Total Statistics T 4.117 A2 12.440 Item Corrected Alpha Item-Total Item Correlation Deleted 752 792 603 854 A3 12.350 3.937 683 822 A4 12.320 3.766 756 791 Cronbach's Alpha N of Items 782 "4 if Empathy Reliability Statistics Cronbach's Scale Mean if Item Scale Variance if Item Deleted Deleted E1 12.540 3.677 Item-Total Statistics Corrected Alpha Item-Total Item Correlation Deleted 510 - 773 if E2 12.345 3.614 605 720 E3 12.360 3.568 625 709 E4 12.180 3.887 627 714 Cronbach's Alpha N of Items ^893 "3 Satisfaction Reliability Statistics Cronbach's if Scale Mean if Item Item Scale Variance Alpha Item-Total Item Correlation Deleted Deleted Deleted "S 8.825 1.472 Item-Total Statistics T 8.750 1.616 S2 S3 8.725 Corrected 1.567 808 “833 758 876 807 834 Kaiser-Meyer-Olkin Measure of Sampling Adequacy .839 Bartlett's Test of Sphericity 1933.086 Approx ChiSquare Factor Analysis INDEPENDENT VARIABLES KMO and Bartlett's Test df 171 Sig .000 if Component Extraction Sums of Squared Rotation Sums of Squared Loadings Loadings Initial Eigenvalues Total % of Cumulative % of Cumulative % Total Variance Explained Variance % Variance % Total Total of 6.577 34.614 34.614 6.577 34.614 34.614 3.226 16.981 Cumulative % 16.981 2.182 11.482 46.097 2.182 11.482 46.097 2.849 14.992 31.973 1.677 8.825 54.922 1.677 8.825 54.922 2.523 13.277 45.251 1.394 7.335 62.256 1.394 7.335 62.256 2.447 12.878 58.128 1.325 6.975 69.231 1.325 6.975 69.231 2.110 11.103 69.231 754 3.969 73.200 732 3.853 77.053 626 3.292 80.345 537 2.828 83.173 10 519 2.733 85.906 11 442 2.328 88.234 12 421 2.215 90.449 13 402 2.116 92.565 14 323 1.698 94.264 15 274 Matrixa 1.441 Rotated Component 95.704 16 258 1.360 97.064 17 242 1.272 98.336 18 193 1.014 99.350 19 124 650 100.000 Extraction Method: Principal Component Analysis Component REL1 721 REL2 628 REL3 794 REL4 733 RES1 794 RES2 799 RES3 911 RES4 865 TAN1 772 TAN2 716 TAN3 850 A1 830 A2 679 A3 798 A4 837 E1 711 E2 744 E3 769 E4 712 Kaiser-Meyer-Olkin Measure of Sampling Adequacy .744 Bartlett's Test of Approx Chi-Square 353.311 Sphericity df Sig .000 Extraction Method: Principal Component Analysis Rotation Method: Varimax with Kaiser Normalizations a Rotation converged in iterations DEPENDENT VARIABLE KMO and Bartlett's Test Component Extraction Sums Initial Eigenvalues Total % of Variance Total Variance Explained Loadings Cumulative % 2.474 82.458 82.458 306 10.214 92.672 220 7.328 100.000 % Total 2.47 Component "Si 917 S2 S3 890 917 Extraction Method: Principal Component Analysis Component Matrixa of Squared of 82.458 Cumulative % 82.458 REL RES REL Pearson Correlation 389** Sig (2-tailed) 000 _N _ 200 200 _ Correlations RES Pearson Correlation 389** Sig (2-tailed) 000 _N _ 200 200 _ TAN Pearson Correlation 414** 336** Sig (2-tailed) 000 000 _N _ 200 200 _ A Pearson Correlation 416** 365** Sig (2-tailed) 000 000 N 200 200 TAN 414** 000 200 _ 336** 000 200 _ A _ 416** 000 200 _ 365** 000 200 E _ 453** 000 200 _ 299** 000 200 _ _ ** - 385** 406 000 000 200 200 _ 200 _ - - - _ ** - 386** 406 000 000 200 200 200 S _ 537** 000 200 437** 000 200 508** 000 200 568** 000 200 E 534** S Pearson Correlation 453** 299** 385** 386** Sig (2-tailed) 000 000 000 000 N 200 200 200 200 200 200 537** 437** 508** 568** 534** Sig (2-tailed) 000 000 000 000 000 N 200 200 200 200 200 Pearson Correlation Extraction Method: Principal Component Analysis a components extracted 000 200 Model R 730a R Square 533 Regression Model Summaryb ** Correlation is significant at the 0.01 level (2-tailed) Std Error of the Adjusted R Estimate Square 521 42006 DurbinWatson 1.630 a Predictors: (Constant), E, RES, TAN, A, REL b Dependent Variable: S 17% Tương đồng theo Nguồn NHẬN XÉT CỦA GIẢNG VIÊN HƯỚNG DẪN Turnitin Báo cáo Độc sáng • • • Đã xử lý vào: 20-thg 5-2021 09:02 +07 ID:1589645678 Đếm Chữ: 11065 Đã Nộp: Khóa Luận Bùi Ngọc Nam FINAL Bởi Nam Bùi Chỉ số Tương đồng Internet Sources: 6% Ản phẩm xuất bản: 7% Bài Học Sinh: 15% 2% match (bài học sinh từ 28-thg 4-2020) Submitted to International University - VNUHCM on 2020-04-28 2% match (bài học sinh từ 04-thg 6-2020) Giảng viên hướng dẫn Submitted to Banking Academy on 2020-06-04 1% match (bài học sinh từ 06-thg 5-2021) Submitted to National Economics University on 2021-05-06 1% match (bài học sinh từ 31-thg 12-2019) Submitted to National Economics University on 2019-12-31 1% match (bài học sinh từ 04-thg 9-2017) Submitted to National Economics University on 2017-09-04 1% match (bài học sinh từ 15-thg 7-2020) Submitted to National Economics University on 2020-07-15 1% match (bài học sinh từ 28-thg 4-2020) Submitted to International University - VNUHCM on 2020-04-28 1% match (bài học sinh từ 10-thg 7-2019) Submitted to University of Greenwich on 2019-07-10 1% match (bài học sinh từ 05-thg 12-2018) Submitted to University of Greenwich on 2018-12-05 1% match (Internet từ 02-thg 6-2018) http://www.icmab.org.bd/images/stories/j ournal/2017/MarApr/6.Mobile%20Banking.pdf 1% match () Hafeez-Baig, Abdul "Study to investigate the adoption of wireless technology in the Australian healthcare system" 1% match (Internet từ 07-thg 8-2020) https://kundoc.com/pdf-understanding-factors-affecting-trust-in-and-satisfaction-withmobile-banking-in.html 1% match (Internet từ 07-thg 1-2021) https://www.researchgate.net/publication/319052592_Apps_for_mobile_banking_and _customer_satisfaction_a_cross-cultural_study 1% match (Internet từ 23-thg 10-2014) http://www.ijcit.com/archives/volume3/issue3/Paper030311.pdf 1% match (Internet từ 01-thg 12-2020) https://www.emerald.com/insight/content/doi/10.1108/IJBM-09-2015-0146/full/html 1% match (ấn phẩm) Vu Quoc Anh, Nguyen Thuy Le Vy "REALITY OF BUILDING CORPORATE CULTURE TO DEVELOP WORK FORCE AT START UPS IN THE MODERN ERA - A CASE STUDY OF THOSE IN HO CHI MINH CITY", HUFLIT INTERNATIONAL CONFERENCE 2020 ON ENSURING A HIGH-QUALITY HUMAN RESOURCE IN THE MODERN AGE, 2020 < 1% match (bài học sinh từ 01-thg 12-2020) Submitted to National Economics University on 2020-12-01 < 1% match (bài học sinh từ 05-thg 12-2017) Submitted to National Economics University on 2017-12-05 < 1% match (bài học sinh từ 28-thg 4-2020) Submitted to International University - VNUHCM on 2020-04-28 < 1% match (bài học sinh từ 18-thg 12-2019) Submitted to International University - VNUHCM on 2019-12-18 < 1% match (bài học sinh từ 03-thg 5-2020) Submitted to University of Greenwich on 2020-05-03 < 1% match (bài học sinh từ 10-thg 2-2020) Submitted to University of Sunderland on 2020-02-10 < 1% match (bài học sinh từ 01-thg 5-2018) Submitted to Anglia Ruskin University on 2018-05-01 < 1% match (bài học sinh từ 03-thg 12-2013) Submitted to Leeds Metropolitan University on 2013-12-03 .. .BANKING ACADEMY BANKING FACULTY Z C l GRADUATION THESIS Research on Factors affecting customer satisfaction on Mobile Banking service of Military Commercial Joint Stock Bank - Xuan Thuy Branch. .. customer satisfaction on App MBBank Service of Military Commercial Joint Stock Bank 24 2.1 Overview of Military Commercial Joint Stock Bank - Xuan Thuy Branch and MB's e -banking service. .. satisfaction with Mobile Banking Chapter II: Research on factors affecting customer satisfaction on App MBBank Service of Military Commercial Joint Stock Bank Chapter III: Conclusion and solutions