Customer satisfaction of atm card service at joint stock commercial bank for investment and development of vietnam (bidv)

ĐẠI HỌC QUỐC GIA HÀ NỘI TRƯỜNG QUẢN TRỊ VÀ KINH DOANH - DƯƠNG MINH HẰNG CUSTOMER SATISFACTION OF ATM CARD SERVICE AT JOINT STOCK COMMERCIAL BANK FOR INVESTMENT AND DEVELOPMENT OF VIETNAM (BIDV) NGHIÊN CỨU SỰ HÀI LÒNG CỦA KHÁCH HÀNG ĐỐI VỚI DỊCH VỤ THẺ GHI NỢ NỘI ĐỊA (ATM) TẠI NGÂN HÀNG TMCP ĐẦU TƯ VÀ PHÁT TRIỂN VIỆT NAM LUẬN VĂN THẠC SĨ QUẢN TRỊ KINH DOANH HÀ NỘI - 2022 ĐẠI HỌC QUỐC GIA HÀ NỘI TRƯỜNG QUẢN TRỊ VÀ KINH DOANH - DƯƠNG MINH HẰNG CUSTOMER SATISFACTION OF ATM CARD SERVICE AT JOINT STOCK COMMERCIAL BANK FOR INVESTMENT AND DEVELOPMENT OF VIETNAM (BIDV) NGHIÊN CỨU SỰ HÀI LÒNG CỦA KHÁCH HÀNG ĐỐI VỚI DỊCH VỤ THẺ GHI NỢ NỘI ĐỊA (ATM) TẠI NGÂN HÀNG TMCP ĐẦU TƯ VÀ PHÁT TRIỂN VIỆT NAM Chuyên ngành: Quản trị kinh doanh Mã số: 8340101.01 LUẬN VĂN THẠC SĨ QUẢN TRỊ KINH DOANH NGƯỜI HƯỚNG DẪN KHOA HỌC: TS TẠ THỊ ĐÀO HÀ NỘI - 2022 DECLARATION The author commits that the content in this thesis are the results of the author's own research, obtained during the study and research period and have not been published in any other publications The results of research and other people's research (figures, tables, formulas, graphs and others) mentioned in this thesis have been quotes and agreed by the authors I am responsible to Thesis Defense Council, Faculty of Business and Administration and the law for the above commitments Hanoi, 20 November 2021 ACKNOWLEDGEMENT To complete the Master in Business Administration in English program and this dissertation I would like to send sincere thanks to: Lecturers from Hanoi National University for having been devoted and imparting valuable knowledge throughout my time at the School, especially Dr Ta Thi Dao for having guided the method of scientific research and content of the research My colleagues at JSC Bank for Investment and Development of Vietnam - Hai Ba Trung Branch (BIDV Hai Ba Trung) in specific and in BIDV in general for supporting me in completing the survey sample and accomplishing the survey on time, giving advice when running reports Finally, I would like to thank the students of the MBA15 who shared with me the knowledge and experience in studying and implementing the topic In the process of making this survey, despite all efforts to improve the thesis, exchange and absorb the knowledge of the teachers, friends and colleagues and look for many documents, some errors or mistakes are unavoidable I would like to receive feedback from all the readers Thank you! EXECUTIVE SUMMARY This research proposes a model of research through the calibration of the SERVQUAL scale (Parasuraman et al., 1988) and uses the SERVPERF model (Cronin Jr & Taylor, 1992) to study the relationship among the factors that measure the quality of ATM card services with customer satisfaction through proposing model of measuring the quality of ATM card services with factors and 30 variables With the results of the empirical study at the BIDV, the article also tests and calibrates the research model through: Cronbach's Alpha Reliability Factor, Exploratory Factor Analysis - EFA; Confirmatory Factor Analysis – CFA; SEM Multiple Linear Regression Model with a sample size of 400 customers using ATMs of BIDV using a convenient method to build the measurement scale via SPSS and AMOS data analysis software The results of this study show that customer satisfaction using BIDV ATM card in calibration model is influenced by factors with the order and importance as follows: - Assurance and - Perceptive Price which has a strong impact on customer satisfaction Through this, the author offers a number of solutions to improve the level of satisfaction of customers using BIDV ATM card services as well as the quality of services of BIDV in general Finally, the author presents the research implications for executives and the research direction for next researches TABLES OF CONTENT ABBREVIATION i LIST OF TABLES ii LIST OF FIGURES iii INTRODUCTION CHAPTER 1: THEORETICAL BASIS 1.1 Theory basis 1.1.1 Services 1.1.2 Service Quality .3 1.1.3 Customer satisfaction 1.1.4 Relationship between Service quality and Customer satisfaction 10 1.1.5 Overview of ATM card 10 1.2 Previous research models 13 1.2.1 SERVQUAL model of Parasuraman (1988) 13 1.2.2 SERVPERF model of Cronin and Taylor (1992) 15 1.2.3 Satisfaction index model of American customers-ACSI 16 1.2.4 Satisfaction index model of EU countries customers 16 CHAPTER 2: LITERATURE REVIEW AND RESEARCH MODEL 18 2.1 Literature review 18 2.1.1 Research objectives .19 2.1.2 Research objects and scope 20 2.2 Building hypothesis and research models 20 2.2.1 Service quality and customer satisfaction using ATM card 20 2.2.2 Perceived price and customer satisfaction 21 2.3 Recommended research model 22 CHAPTER 3: RESEARCH METHODOLOGY 24 3.1 BIDV overview 24 3.1.1 BIDV introduction .24 3.1.2 Business situation of BIDV 26 3.1.3 Card business at BIDV in recent years 29 3.2 Research process 34 3.3 Research design 34 3.3.1 Preliminary research .34 3.3.2 Official quantitative research 35 3.3.3 Scale building and data encryption .40 3.3.4 Content in analysis 43 3.4 Survey design 43 CHAPTER 4: RESEARCH RESULTS .44 4.1 General information of research samples 44 4.2 Scale evaluation 50 4.2.1 Scale evaluation by Cronbach’s Alpha model 50 4.2.2 Exploratory Factor Analysis 53 4.3 Scale evaluation and theory model .57 4.3.1 Scale evaluation with CFA model: .57 4.3.2 Scale evaluation with SEM model: 58 4.4 Chapter Summary 62 CHAPTER 5: CONCLUSION AND RECOMMENDED SOLUTIONS .64 5.1 Research conclusion 64 5.2 Result contribution 65 5.2.1 Theory contribution 65 5.2.2 Practical contribution for management field 65 5.3 Recommendation for solutions 65 5.3.1 With assurance factor 66 5.3.2 With Perceptive Price factor 67 5.4 Limitations and next research orientation 68 LIST OF REFERENCES 69 APPENDIX APPENDIX ABBREVIATION SERVQUAL : Service quality model of Parasuraman SERVPERF : Modified Service quality model of SERVQUAL ATM : Automated Teller Machine POS : Point of sales BIDV : JSC Bank for Investment and Development of Vietnam VCB : Commercial bank for Foreign trade of Vietnam EFA : Exploratory Factor Analysis ACSI : American customer satisfaction Index ECSI : European customer satisfaction Index 10 REL : Reliability 11 TAN : Tangibles 12 ASS : Assurance 13 RES : Responsiveness 14 EMP : Empathy 15 PRI : Price 16 SAT : Satisfaction i LIST OF TABLES Table 3.1: BIDV Issued card data from 2018-2020 33 Table 3.2: Variables of service quality 41 Table 3.3: Variables of Price perception .42 Table 3.4: Variables of Customer satisfaction 43 Table 4.1: Characteristics of survey samples 44 Table 4.2: Descriptive Analysis for Measurement Items 47 Table 4.3: Cronbach’s alpha test result for all varianles .51 Table 4.4: Test of KMO scale of service quality and perceptive price 53 Table 4.5: Result of factor analysis .54 Table 4.6: Rotated Component Matrix 55 Table 4.7: Result of EFA analysis with customer satisfaction 56 Table 4.8: Summary of results of scale test 57 Table 4.9: Results of testing the relationship between SEM concepts 59 Table 4.10 Results of some indicators 61 Table 4.11: Results of hypothesis testing (correction model) .61 Table 4.12: Hypotheses accepted 62 Table 4.13: Result of SEM multiple linear regression analysis 62 ii LIST OF FIGURES Figure 1.1: Gaps model of Service Quality .6 Figure 1.2: Factor influencing customer satisfaction by Nguyen Phuong Hung (2001).9 Figure 1.3: Factor influencing customer satisfaction by Parasuraman and partners (1988) 13 Figure 1.4 American Customer Satisfaction Index Model 16 Figure 1.5: European Customers Satisfaction Index Model 17 Figure 2.1: Recommended research model 23 Figure 4.1: CFA results for concepts (normalization 58 Figure 4.2: SEM linear structure model (Standardization) 59 iii by bank staff The more they feel satisfactory about the service and the staff, the more they want to continue using BIDV card service and vice versa What BIDV should discuss here is:  Training BIDV staff especially teller and staff of hotline center about customer care skills  Gradually test staff ability and knowledge in dealing with card issue that customers often face with 5.3.2 With Perceptive Price factor Perceptive Price factor mentioned in this thesis related to some criteria as follow: - Applied fee is appropriate - Credit card interest is acceptable - Deposit interest is acceptable In the descriptive statistics above, customer satisfaction for this factor is the second highest Generally saying that the Perceptive Price that customer demand on BIDV card service is not good enough for their expectation or they want to get more This factor focuses on three main aspects (Applied fee, Credit card interest and Deposit interest…) Infact, at my branch I often receive feedback from customers related to controversial and uncompetitive fee and interest rate of BIDV Card service… With these example claims like that, some ideas can be taken into discussion as below:  Apply “Zero fee” strategy with card Services, which means customer not have to pay any fee while using BIDV card service such as card opening fee, annual fee, withdrawal fee With this Strategy, BIDV can attract more customer to enlarge retail customer base, which directly leading to the growth of profit in main business aspects such as deposit and credit For Example, with the extension of retail customer base, BIDV can reduce the cost of mobilized capital which definitely leading to the enhancement of marginal profit for retail loan…  Apply competitive interest rate with both Credit card and deposit 67  Strictly handle cases where card accepting units collect additional fees from customers 5.4 Limitations and next research orientation + Limitations in the method of sample selection: Due to the limited time and place of study, the sample of customers is not very representative The convenient random sampling will reduce the representativeness of the research results, as well as the statistical data of the study are not fully reliable, can see customers in different districts in the same The province also has different characteristics of satisfaction with ATM card services + Limitations on the scope of the study: Research conducted at BIDV branch in Hanoi with cultural, economic, social features of the North will have different demand of ATM card service compared to other regions + Limitations on research methods: The research method used only SERVQUAL, SERVPERE and some previous studies to study customer satisfaction were not compared with other analytical models for testing result In addition to the theoretical and practical contributions drawn from research, this research project has several limitations and hence suggests future studies as follows: First, the subject did not investigate other influencing factors that could affect satisfaction such as customer loyalty Hopefully, in future research the researchers will put these variables into the study area Secondly, this study only conducted the survey with convenient sampling method, randomly approaching individual customers using BIDV ATM card The use of more representative samples to increase generalization is recommended in subsequent studies Future research is to increase the sample size, expand the scope of the survey in many provinces throughout the country Thirdly, the research is done only for foreign commercial banks Therefore, another study should be conducted with other banking groups such as joint stock commercial banks, foreign bank branches, 100% foreign owned banks, joint venture banks 68 The above limitations are also the research direction of the subject LIST OF REFERENCES Vietnamese Authors: BIDV Annual report 2018, BIDV Hai Ba Trung card report 2018 BIDV Annual report 2019, BIDV Hai Ba Trung card report 2019 BIDV Annual report 2020, BIDV Hai Ba Trung card report 2020 PSG.TS Tơ Ngọc Hưng (2009) Giáo trình Ngân hàng thương mại Học viện Ngân hàng NXB Thống kê Bùi Nguyên Hùng & Nguyễn Thúy Quỳnh Loan (2004) Quản lý chất lượng NXB Đại học Quốc gia TP.HCM Bùi Nguyên Hùng & Võ Khánh Toàn (2005) Chất lượng dịch vụ lắp đặt đồng hồ nước TP.HCM số giải pháp Nguyễn Phương Hùng (2001) Đánh giá mức độ thỏa mãn khán giả xem phim truyện truyền hình HTV7, Đài truyền hình TP.HCM Nguyễn Đình Thọ (2007) Nghiên cứu thị trường NXB Đại học Quốc gia TP HCM Nguyễn Đình Thọ (2011) Phương pháp nghiên cứu khoa học kinh doanh NXB Lao động Xã hội 10 Trọng Hùng & Chu Nguyên Mộng (2005) Phân tích liệu SPSS NXB Thống kê 11 Hồng Thùy Linh (2013) Các yếu tố ảnh hưởng đến định lựa chọn thẻ ghi nợ, trường hợp khách hàng sinh viên 12 Trần Tuấn Lộc (2004) Giải pháp cho phát triển thị trường thẻ ngân hàng Việt Nam 13 Đỗ Quang Thạch (2011) Phát triển hoạt động kinh doanh thẻ Ngân hàng TMCP Ngoại Thương Việt Nam – Chi nhánh Quảng Nam 14 Nguyễn Danh Lương (2003) Giải pháp phát triển hình thức toán thẻ Việt Nam 15 Nguyễn Cao Phong (2009) Giải pháp phát triển hoạt động kinh doanh dịch vụ thẻ Ngân hàng TMCP Ngoại Thương Việt Nam 69 16 Huỳnh Thị Thúy Phương (2010) Nâng cao mức độ hài lòng khách hàng thẻ Connect24 Ngân hàng TMCP Ngoại Thương Việt Nam – Chi nhánh TP Hồ Chí Minh Luận văn thạc sĩ kinh tế - 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Factors affecting customer satisfaction: (1) Reliability (2) Service efficiency (3) Tangibility (4) Guarantee (5) Empathy (6) Network (7) Service price Part 2: Questions of each component element: Reliability: According to you, what factors represent the ability to service ATM card services to customers in a timely, timely, accurate and effective way from the first time? Which of the following questions are suitable for ATM card service? - The bank performs the service right from the first time - The bank provides the service at the time they promised - The bank staff are always ready to serve customers - The bank always has consultants at the guidance desk to help customers - The bank sent a regular and timely statement Responesiveness: According to you, what factors show the willingness and willingness of the bank staff to provide the service in a timely, timely manner and quickly meet the expectations of the customer? line? Which of the following questions are suitable for ATM card service? - The bank staff is ready to help customers - The bank provides prompt and timely service - The bank responds positively to customer requests - The bank has a hotline to serve customers 24/24 - NH always tries to solve difficulties for customers Tangibles: According to you, what factors represent the technical and technical facilities, modern equipment, employees' working clothes to make customers feel confident? Which of the following questions are suitable for ATM card service? - The bank has adequate facilities - The bank has modern equipment and machinery - The banker looks very professional and dressed nicely - The bank arranges transaction counters, tables and document shelves that are very scientific and convenient for customers Assurance: According to you, what factors represent trust and trust for customers are felt through professional service, good professional knowledge, polite demeanor and ability Good communication is for satisfied customers? Which of the following questions are suitable for ATM card service? - The bank staff serving customers politely and courteously - The bank Staff always provide necessary service information for customer - The bank staff answers correctly and clearly the customers' questions Empathy: According to you, the factor that shows your care, caring for your customers, giving your customers the best treatment can help customers feel that you are " the client "of the bank and always warmly welcomed all the time, everywhere? Which of the following questions are suitable for ATM card service? - The bank staff pay attention to the needs of each customer - Customers not have to queue long to be served - The bank has convenient transaction locations for customers - The bank has a modern ATM system and is easy to use - The bank staff always treat customers with kindness Comments about ATM networks: According to you, does BIDV's current ATM network include any factors that need attention? Comments on the price of ATM card service charges: How you charge the current ATM card service fee? Once again, thank you for your cooperation? APPENDIX CUSTOMER CONSULTATION FORM I INTRODUCTION Votes : …… First and last name:…………………………… Address:……………………………… Phone number (if applicable):…………… Dear Mr./Ms I am a graduate student at Hanoi National University, currently undertaking a research project "Researching factors affecting customer satisfaction on ATM and Investment Banking services of Investment and Development Bank” I would like you to take some time to answer some of the following questions All information provided by you will be kept confidential and used only for this study Thank you for your help II CONTENT A Screening Q1: Do you use ATM card services of BIDV banks? Yes - Continue - Stop interviewing Q2: Which of the following ATM card services did you use? Dong A Bank Techcombank BIDV MB bank Vietinbank Lien Viet Postbank Other B For customers who have used ATM card service Q3: What you usually use ATM cards for? (Can choose multiple answers) Withdrawal Send money Overdraft Q4: Do you like to use ATM cards? Like Q5: Please rate your agreement with the following statements by circling the score corresponding to the following scale: Absolutely dissatisfied No Dissatisfied Normal Satisfied CRITERIA Completely satisfied Degree evaluation I RELIABILITY Provide ATM card facilities as committed Handle transactions accurately, without errors 5 BIDV staff actively solve guest's complaints promptly via hotline ATM card withdraws most ATMs of other banks 5 Customer privacy information is confidential 5 II The invoices, transaction documents, statements are complete, clear and accurate EMPATHY BIDV cares about customer feel of card service quality BIDV staff understand customer need Do attend to customer care 10 BIDV takes customer benefit as priority 5 11 Customer agrees to queue up for using BIDV service III TANGIBLES 12 Modern and convenient ATM (easy to use) 13 Facility Is good looking 14 Card design is fashionable, attractive 15 16 Nice uniform for staff BIDV card service is applied with many convenient service 17 Set up camera and anti-theft equipment IV RESPONSIVENESS 18 19 20 21 22 ATMs are always working 24/24 and days of the week Time to make transactions quickly, timely Staff of customer care center are ready to support customers with card issues ATM machine works well (lack of "not in operation" status or problem in dispenser position or out of money) 5 5 5 5 V ASSURANCE 23 BIDV ATM brand has customer trust 24 Customer’ feel safe when using BIDV card 25 BIDV staff are enthusiastic, funny and friendly 5 26 BIDV staff has enough knowledge to handle with complaints 27 Meet the needs of customers VI PRICE SERVIVE 32 Applied fee is appropriate 33 Credit card interest is acceptable 34 Deposit interest is acceptable VII SATISFACTION 35 Do you satisfy with service quality of BIDV card 36 BIDV meet all your needs of an ATM card 37 BIDV ATM card service is ideal with you 38 BIDV ATM card service is better than other banks' service III PERSONAL INFORMATION section Please tell me a little bit about yourself Q6 Sex: Male Female Q7 Age: From 18-25 35- 45 - 35 F r o m 45-55 55 Q8 Job Student, Pupil Officers and employees Sales wholers Q9 The average income per month Less than million From to million Q10 Marital status Single Married without babies sons/daughters Q11 Your education level? Highschool Mid-college Q12 How long have you been using BIDV's ATM card service?? Under year From to years Q13 Level using your ATM Bank for Investment and Development of Vietnam Bank card? Regularly 2-3 weeks / time Q14 Transaction time of BIDV's ATM card? less than minute 1-3 minutes -5 minutes es Q15 The position of BIDV ATMs is often traded by you? Near home Q16 According to you, what are the solutions to improve the quality of ATM card services of BIDV? Solution: Thank you for your cooperation! We wish you all good health and success Thank you for your cooperation! We wish you all good health and success ... KINH DOANH - DƯƠNG MINH HẰNG CUSTOMER SATISFACTION OF ATM CARD SERVICE AT JOINT STOCK COMMERCIAL BANK FOR INVESTMENT AND DEVELOPMENT OF VIETNAM (BIDV) NGHIÊN CỨU SỰ HÀI LÒNG CỦA KHÁCH... the satisfaction of customers using ATM card services of BIDV 2.1.2 Research objects and scope Research objects - ATM card service of BIDV - Interview data from customer groups using ATM cards... Automatic Teller Machine (ATM) is an automatic bank- to-consumer banking device that performs customer identification via ATM cards (debit cards, credit cards) or compatible devices, and helps customers