INTRODUCTION This study focuses on the application of customer satisfaction model to card services of Joint Stock Commercial Bank for Foreign Trade of Vietnam (Vietcombank). The theoretical model has been published by Parasuraman in 1988, and provides five factors that directly affect customer satisfaction in service industries. The model has been tested and applied to a number of companies around the world. The model will be applied to evaluate satisfaction of customer for Vietcombank’s card services. The bank was established in 1963 in Hanoi, offering financial services to customers. It currently has nearly 600 branches/transaction offices/representative offices/members at home and abroad with over 20,000 employees. This chapter gives an overview of the rationale for the study and the objective and the research question. It also provides an overview of the methodology, and the scope, limitation, and organization of the study. 1.1.Rationale In the era of industrial revolution 4.0, along with the explosion of non-cash payment means, the card service business has the potential to bring more and more revenue and profit to banks. Revenue from card issuance and payment activities can be considered as a long-term, stable and potentially less risky source of income than others. If in the previous period, many Vietnamese commercial banks had to concentrate strong financial resources and experience in exploiting card-related services. The development of smart mobile phones along with the Internet, artificial intelligence... is making the appearance of a number of new forms and means of payment such as electronic money, mobile money, QR code payment, technology organizations. The participation of finance and telecommunications in the supply chain of financial products and services will create more competition and motivation for traditional card payments. In the race to issue cards and develop payment services, customers have more and more choices than before, and customers are the decisive factor in the existence of the bank. Therefore, in order to increase competitiveness, the assurance and improvement of card service quality must be done regularly by banks. The card market share is mainly in the hands of the "big guys" such as Vietcombank, BIDV, Vietinbank, etc. Fees from cards such as annual fees, cash withdrawal fees, overdue debt penalties… bring a great source of revenue and stable profit for banks. Therefore, in the past few years, small banks, foreign banks and even domestic financial companies and foreign financial institutions have competed fiercely to quickly grab credit card market share. Always a pioneer in providing customers with the most optimal financial solutions, Vietcombank is the first commercial bank in Vietnam to deploy card services with domestic debit card payment since 1993 and international credit card issuance in 1996. However, in 2020, most of the indicators on card services decreased compared to 2019, specifically as follows: Card acquiring revenue was 139,460 billion dongs, down 16% compared to 2019; Card spending volume were 39,168 billion dongs, down 15% compared to 2019; The number of new debit connect24 issued in 2020 down 12.6% compared to 2019; The number of merchants in 2020 is 37,596, down 21.9% compared to 2019. Therefore, to take the advantage of being a leading bank in the field of international payment, maintain and expand the payment market share in the present fierce competition. Moreover, Vietcombank’s vision is to become 1st bank of Vietnam in 2030 and strategic goal up to 2025 is No 1 in retail. In order to achieve these goals, Vietcombank not only needs to get back lost market share in card services but also needs to focus on how to give customers the best card service quality to satisfy the needs of using cards of the current customers as well as attract new ones, because quality plays a very important role in stimulating customer acceptance of banking services. Stemming from the need to study the above issue, and as a person working at Vietcombank, the author decided to study the topic "Evaluation of Customer Satisfaction of Vietcombank''''''''''''''''s Card Services" to understand the current situation and give recommendations to improve the quality of card services, contributing to maintaining, developing and increasing the bank''''''''''''''''s competitiveness. 1.2.Research Objectives With the goal of studying card service quality through building a research model, testing hypotheses and assessing the perceived level of customers about card service quality, thereby offering recommendations to improve the quality of card services. To improve the quality of card services at Vietcombank, the research project is responsible for dealing the following basic issues: - Systematize theoretical issues about cards and service quality of commercial bank cards. - Analyze the current situation and measure the quality of card services at Vietcombank to determine the level of impact of the components on the quality of card services. - Propose recommendations to improve the quality of card services at Vietcombank. 1.3.Research Questions With the above research objectives, the study will focus on answering some of the following questions: + What factors affect the quality of a commercial bank''''''''''''''''s card services? + What is VCB’s current card services performance? + How does each factor affect the quality of Vietcombank''''''''''''''''s card services? + What recommendations should be taken to improve the quality of card services at Vietcombank in order to constantly bring satisfaction to customers? 1.4.Research Scope - The object of the study is the customers who are using card services at Vietcombank and their satisfaction. - The scope of research is card business from 2017 - 2020 and Vietcombank''''''''''''''''s business strategy in the coming years. 1.5.Method of the Research This is an empirical study, involving design of survey question, collection of data, statistical processing of data, analysis of data, and interpretation of the findings. Research Process The study is conducted through 2 phases: - Phase 1, qualitative research: to build and develop a system of concepts, measurement scales and research variables from which to build survey questionnaires. - Phase 2, using SERVQUAL model to measure customer satisfaction with card service quality at Vietcombank. Conduct quantitative research by surveying, collecting information, analyzing data, estimating and testing research models through techniques: descriptive statistics, scale testing (Cronbach Alpha), exploratory factor analysis (EFA), estimation and testing of multiple regression models and other analyzes with the support of SPSS software. Data colection will be done as belowed: + Secondary data: will be gathered in four years from 2017 - 2020 via the bank’s financial report and annual report, data of Card Association, internet, and magazines, information obtained by the researcher. + Primary data: will be conducted in September and October 2021 and be collected from the evaluation of customer satisfaction of Vietcombank’s card services basing on specific criteria. The data will help Vietcombank understand its pros and cons to improve card services quality. Author plans to carry In-depth interview and Survey to collect information.
INTERNATIONAL EXECUTIVE MASTER OF BUSINESS ADMINISTRATION AN EVALUATION OF CUSTOMER SATISFACTION OF VIETCOMBANK’S CARD SERVICES Nguyen Thi Thuy Hang ID: VN1001992 Class: IEMBA.SBF05 November 2021 Nguyen Thi Thuy Hang – IEMBA - Intake 05 DISSERTATION DECLARATION FORM I declare that this dissertation has been submitted neither to another master's program nor to any degree-issuing program All my dissertation citations have been properly acknowledged in the dissertation references Further, I warrant that I have solely conducted the dissertation and in completing my dissertation, I have applied knowledge gained from the academic programs I am fully aware that any breach of the above is considered as plagiarism and can lead to the dismissal of my dissertation for consideration in the degree program Student’s Signature Nguyen Thi Thuy Hang – IEMBA - Intake 05 ACKNOWLEDGEMENT First, I would like to express my sincere thanks for lecturers joining the International Executive Master of Business Administration – Paris Graduate School of Management (PGSM) Those have conveyed my knowledge during my study so that I have necessary knowledge and skills to implement this thesis In particular, I would like to express my deep gratitude to Dr Luong Thai Bao – my advisor for generous guidance, enthusiasm, devotion and time, helped me gradually to develop my research skill and inspired me to the best at every stage of the research process Secondly, I would like to thank the Leaders and staffs of Vietcombank who have fully supported me in providing valuable input information and all students of IEMBA – intake who encourage me complete the course Finally, I also would like to express my warm thanks for people who have heartedly supported me during the course Thanks and best regards, Author Nguyen Thi Thuy Hang TABLE OF CONTENTS DISSERTATION DECLARATION FORM i TABLE OF CONTENTS iii ACKNOWLEDGEMENT ii LIST OF TABLES AND CHARTS .vii CHAPTER 1: INTRODUCTION .1 1.1 Rationale 1.2 Research Objectives .3 1.3 Research Questions With the above research objectives, the study will focus on answering some of the following questions: 1.4 Research Scope .3 1.5 Method of the Research .4 1.6 Limitation of the Study 1.7 Thesis Structure CHAPTER 2: CONCEPTUAL FRAMEWORK OF THE STUDY 2.1 2.1.1 Terms and Concepts Bank Card Features of Bank Card .7 Bank Card Classification 2.1.2 Card Service .10 Entities Involved in Card Service Activities 11 Role of Bank Card Service .12 2.1.3 Card Service Quality 14 Service Quality 14 Card Service Quality 14 Criteria for Evaluating Service Quality of Card Services .15 Factors Affecting Card Services Quality 18 2.2 Literature Review of Bank Card Service Quality 20 2.2.1 Foreign Studies 20 2.2.2 Local Studies 21 2.3 Conceptual Model of Service Quality .22 2.3.1 Introduction of SERQUAL Model 22 2.3.2 Model of the Thesis 28 CHAPTER VIETCOMBANK CARD BUSINSESS PERFORMANCE 30 3.1 Over View of Vietcombank 30 3.1.1 History of Development and Organizational Structure .30 3.1.2 Business Result of Vietcombankin recent years .32 3.2 Current Status of Vietcombank’s Card Service 34 3.2.1 Establishment and Development of Card Operation 34 3.2.2 Card Issuing Activities .37 3.2.3 Card Acquiring Activities 45 3.2.4 Network Developing Activities 49 CHAPTER DATA ANALYSIS AND FINDINGS 53 4.1 Research Process 53 Survey Process 53 4.2 Empirical Result 55 4.2.1 Description of the study sample .55 4.2.2 Test Cronbach's Alpha scale .56 4.2.3 Exploratory Factor Analysis (EFA) 60 4.2.4 Regression analysis 64 4.3 4.3.1 Evaluating the Quality of Card Services at Vietcombank 66 From Survey .66 CHAPTER 5: RECOMMENDATIONS TO IMPROVE THE QUALITY OF CARD SERVICES AT VIETCOMBANK 72 5.1 Development orientation of card service quality at Vietcombank 72 5.2 Recommendation to improve card services quality at Vietcombank .73 Recommendations on responsiveness 74 Recommendation on reliability .74 Recommendation on other groups of factors .75 CONCLUSION 77 REFERENCES .79Annex 83 TABLE OF ABBREVIATIONS Amex American Express ATM Automated Teller Machine POS Point of Sale EMV Europay Master Visa Joint Stock Commercial Bank for VCB, Vietcombank Foreign Trade of Vietnam LIST OF TABLES AND CHARTS Figure Figure 2.1: Serqual Model 24 Figure 2.2: Theoretical framework .29 Figure 3.3: Number of VCB international credit card issue in 2017-2020 40 Figure 3.4: VCB international credit card spending volume in 2017-2020 .41 Figure 3.5: Market Share of VCB international debit card issue number in 20182020 42 Figure 3.6: VCB international debit card spending volume in 2017-2020 43 Figure 3.7: Number of VCB Connect24 card issue in 2017-2020 44 Figure 3.8: Market Share of VCB domestic debit card spending volume in 20182020 45 Figure 3.9: International card acquiring revenue of VCB in 2017-2020 47 Figure 3.10: Market Share of domestic card acquiring turnover in 2018-2020 49 Figure 3.11: Market Share of ATM number of VCB in 2018-2020 50 Figure 3.12: POS number of Vietcombank 51 Table Table 3.1: Business Result from 2017-2020 33 Table 3.2: Result of service activity 33 CHAPTER 1: INTRODUCTION This study focuses on the application of customer satisfaction model to card services of Joint Stock Commercial Bank for Foreign Trade of Vietnam (Vietcombank) The theoretical model has been published by Parasuraman in 1988, and provides five factors that directly affect customer satisfaction in service industries The model has been tested and applied to a number of companies around the world The model will be applied to evaluate satisfaction of customer for Vietcombank’s card services The bank was established in 1963 in Hanoi, offering financial services to customers It currently has nearly 600 branches/transaction offices/representative offices/members at home and abroad with over 20,000 employees This chapter gives an overview of the rationale for the study and the objective and the research question It also provides an overview of the methodology, and the scope, limitation, and organization of the study 1.1 Rationale In the era of industrial revolution 4.0, along with the explosion of non-cash payment means, the card service business has the potential to bring more and more revenue and profit to banks Revenue from card issuance and payment activities can be considered as a long-term, stable and potentially less risky source of income than others If in the previous period, many Vietnamese commercial banks had to concentrate strong financial resources and experience in exploiting card-related services The development of smart mobile phones along with the Internet, artificial intelligence is making the appearance of a number of new forms and means of payment such as electronic money, mobile money, QR code payment, technology organizations The participation of finance and telecommunications in the supply chain of financial products and services will create more competition and motivation for traditional card payments In the race to issue cards and develop payment services, customers have more and more choices than before, and customers are the decisive factor in the existence of the bank Therefore, in order to increase competitiveness, the assurance and improvement of card service quality must be done regularly by banks The card market share is mainly in the hands of the "big guys" such as Vietcombank, BIDV, Vietinbank, etc Fees from cards such as annual fees, cash withdrawal fees, overdue debt penalties… bring a great source of revenue and stable profit for banks Therefore, in the past few years, small banks, foreign banks and even domestic financial companies and foreign financial institutions have competed fiercely to quickly grab credit card market share Always a pioneer in providing customers with the most optimal financial solutions, Vietcombank is the first commercial bank in Vietnam to deploy card services with domestic debit card payment since 1993 and international credit card issuance in 1996 However, in 2020, most of the indicators on card services decreased compared to 2019, specifically as follows: Card acquiring revenue was 139,460 billion dongs, down 16% compared to 2019; Card spending volume were 39,168 billion dongs, down 15% compared to 2019; The number of new debit connect24 issued in 2020 down 12.6% compared to 2019; The number of merchants in 2020 is 37,596, down 21.9% compared to 2019 Therefore, to take the advantage of being a leading bank in the field of international payment, maintain and expand the payment market share in the present fierce competition Moreover, Vietcombank’s vision is to become 1st bank of Vietnam in 2030 and strategic goal up to 2025 is No in retail In order to achieve these goals, Vietcombank not only needs to get back lost market share in card services but also needs to focus on how to give customers the best card service quality to satisfy the needs of using cards of the current customers as well as attract new ones, because quality plays a very important role in stimulating customer acceptance of banking services factors New quality can improve customer satisfaction level Instead, it is important for businesses to identify factors that significantly affect customer satisfaction and focus resources on improving these factors The results of this research and application of this theory have shown that with this selective approach, enterprises can maximize the efficiency of using resources for improvement and thereby achieve higher achievements than their competitors to spread resources across all quality factors In other words, businesses can both save resources and implement improvements effectively Recommendations on responsiveness This is the group of factors that have the strongest impact on customer satisfaction about the quality of Vietcombank's card services Therefore, it is necessary to prioritize focusing on improving the effectiveness of this ingredient According to the analysis results in the previous chapters, the quality of card services depends greatly on the relationship between employees and customers Therefore, building a team of professional staff with good qualifications and good customer care skills will contribute to the success of the bank's business activities Therefore, Vietcombank needs to focus on training and in-depth professional training so that all staff in charge of cards understand clearly about debit and credit cards from their uses, features and calculation methods of charging credit card interest for better sales as well as timely solving customer inquiries, avoid delay in customer service Moreover, after solving the current needs of the customer, the teller needs to openly chat to learn more about the other needs of the customer in order to provide maximum support and make the customer as satisfied as possible Vietcombank needs to continue to strengthen training in soft skills, knowledge of retail products and services in general, for all staff in charge of the card department to support customers in the most comprehensive way Recommendation on reliability According to the survey’s result, reliability is the second factor impacting the customer’s satisfaction on Vietcombank’s card services Trust has always been the basis for establishing, maintaining and developing all relationships, especially in the banking sector Therefore, Vietcombank's staffs need to attach importance to performing the service exactly as introduced and committed to gain the trust and confidence of customers With a long history of card service business development, trusted by customers, employees need to use their strengths and continue to improve the quality of card services Employees need to follow the instructions in organizing and deploying card products and services, promoting products to customers Receiving feedbacks from customers, regularly commenting and comparing Vietcombank's card products with other credit institutions in the area, thereby reflecting and proposing to the Board of Directors the limitations, problems in the process of deploying existing products as well as the need to develop and develop new products to better meet the needs of customers In the era of high technology, the situation of bank card fraud and forgery tends to increase Customers face many risks of hackers stealing card information when making transactions on ATMs, POS machines or on online payment channels Therefore, for ATMs, Vietcombank needs to continue to strengthen inspection and supervision, install alarm systems and surveillance cameras to promptly detect unusual cases such as strange devices installed at ATMs stealing customer card data , for POS machines at merchants, branches need to verify financial capacity and business situation here, to avoid the case that because of completing the quota, the branch needs to be installed POS machines are rampant for some fake merchants, taking advantage of stealing customers' card information In this way, new customers feel safe when using the card and continue to trust and use Vietcombank's products and services Recommendation on other groups of factors In addition to the two groups of factors mentioned above, Vietcombank can also a number of other things in the remaining groups of factors to improve customer satisfaction with its card services, they are: - Adding and upgrading new and modern equipment, replacing old outdated equipment Especially with the system of ATMs and POS machines - Overcome the situation that ATMs cannot replenish funds in a timely manner by regularly monitoring and monitoring the remaining amount on ATMs to notify timely fund replenishment - In addition to the card service quality factors, the customer's choice also depends on the service fee of each bank Therefore, Vietcombank can classify fees according to each customer In addition, it is possible to regularly organize surveys and monthly surveys on card service fees of other banks In particular, it is necessary to focus on researching promotional programs to determine the target customers of banks and the attractiveness of these programs The analysis results will help the bank be proactive in timely adjusting the applicable fee schedule and offer more incentives to increase benefits for existing customers as well as attract new customers who are in need request to use card services but have not decided which bank to choose - Accelerating the transition of contactless chip technology for all VCB card products to focus on payment for transportation, healthcare, and insurance; develop non-physical cards - virtual cards as a platform for developing mobile payments, contactless payments integrated on mobile and ecom online payment channels - Provide total payment solution packages for merchants through the development of QR payments with payment sources from cards, development of mobile merchants (mobile merchant - tap to phone) in addition to payment via traditional POS - Continuously update and develop products to enhance safety and security for customers using VCB card services CONCLUSION Research topic "An Evaluation of customer satisfaction of Vietcombank's card services" with the aim of finding out the influencing factors and the degree of impact of each factor on the level of customer satisfaction with card services, thereby offering solutions to improve the quality of card services, the thesis has solved the following problems: Systematize the theoretical basis of cards and card service quality at commercial banks along with a typical service quality research model Based on a survey sample of 150 customers using Vietcombank cards, combining the use of research and testing methods such as Cronbach's Alpha coefficient analysis, EFA exploratory factor analysis, regression analysis, research shows that the quality of card service at Vietcombank depends on five factors including responsiveness, reliability, assurance, tangible and empathy The final results show that the responsiveness factor has the strongest impact on card service quality with a regression coefficient of 0.697 The research results are an important basis for the author to propose appropriate recommendations to improve the quality of card services Based on the research results of Chapter 4, the author has proposed a system of solutions to improve the quality of card services related to the influencing factors and made recommendations to Vietcombank These solutions are considered by the author to be practical, in order to promote the strengths and limit the existing weaknesses, contributing to perfecting and improving the quality of card services at Vietcombank Besides the contributions mentioned above, despite the efforts in the research process, the thesis still inevitably has errors and still exists some certain limitations that need to be commented in order to more complete REFERENCES Card Division of Vietcombank Financial statements, annual reports of Vietcombank Vietnamese Card 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New Jersey: Prentice- Hall 21 Kotler, P., & Keller, K L (2006) Marketing Management USA: Pearson Prentice Hall 22 International Journal of Research and Review (ijrrjournal.com) 208 Vol.8; Issue: 2; February 2021 23 Asian Journal of Business Management Studies (1): 14-23, 2011 24 https://opus.lib.uts.edu.au/bitstream/10453/2288/3/2003000842.pdf 25 https://www.researchsystem.siam.edu/images/independent/The_Study_of_Customer_Satisfaction_ in_DONGTHAI_Travel_Company_/chapter_2.pdf 26 https://www.researchgate.net/publication/235357014_Defining_Consumer_Satisfaction 27 https://www.researchgate.net/publication/258224400_Consumer_Satisfaction _Theories_A_Critical_Review 28 https://digitalcommons.fiu.edu/cgi/viewcontent.cgi?article=1569&context= hospitalityreview 29.https://www.researchgate.net/publication/304023048_Customer_Satisfaction_P erceived_Quality_Perceived_Value_Image_Customer_Expectations_Custom er_Loyalty_Hotel_Industry 30 Mediterranean Journal of Social Sciences Vol No 31 https://www.joomconnect.com/blog/customer-satisfaction-levels-1-of-3dissatisfaction 32 Parasuraman, A., Zeithaml, V A., & Berry, L L (1985): A ConceptualModel of Service Quality and Its Implications for Future-Research Journal of Marketing,49(4): 41-5 33 Jayaraman Munusamy, Shankar Chelliah and Hor Wai Mun (2010) Service Quality Delivery and Its Impact on Customer Satisfaction in the Banking Sector in Malaysia International Journal of Innovation, Management and Technology, Vol 1, No 4, October 2010 ISSN: 2010-0248 34 Kazi Omar Siddiqi (2011): Interrelations between Service Quality Attributes, CustomerSatisfaction and Customer Loyalty in the Retail Banking Sector in Bangladesh, International Journal of Business and Management Vol 6, No.3:pp12-32 ANNEX QUESTIONAIRE Topic: “An Evaluation of Customer Satisfaction of Vietcombank’s Card Services” Welcome customers! Currently, I am implementing the research topic "An Evaluation of Customer Satisfaction of Vietcombank’s Card Services" Please spend about 10 minutes to answer some questions in this survey Your ideas are meaningful for the success of thesis All of the opinions will be confidential and used for research purposes only Looking forward to receiving your collaboration Please tick the appropriate box, please not leave it blank Part 1: Personal information of Customer Question 1: Full name: ……………………………………………………………… Question 2: Address (Province/City): ……………………………………………… Question 3: Sex: Male Question 4: Marital status: Question 5: Age of Customer: Female Married Single 1: From 18 to 24 2: From 25 to 34 3: From 35 to 44 4: From 45 to 54 5: From 55 up Question 6: Education level: Intermediate or lower Colege University Above university Question 7: Occupation: Leader, Manager Staff, worker Retired Pupil, Student Others Question 8: How long have you been using Vietcombank card? Under year From to year From years up Part 2: Please tick the appropriate box for your level of agreement with the following statements: (1) Totally disagree (2) Disagree (3) Normal (4) Agree (5) Totally agree Number Code Statement A Reliability REL1 The bank notifies you when the service is performed REL2 Your complaint is always satisfactorily resolved REL3 The bank performs the right card service right from the first time REL4 The bank always performs the card services well as committed REL5 The Bank provided the card service at the time that the Bank promised B Assurance ASS1 Consultants serve you quickly and enthusiastically ASS2 The bank’s card services meet your needs ASS3 You can use card services 24 hours/day ASS4 The bank provides services with competitive fees C Tangibles 10 TA1 The bank has modern and safe Number Code Statement equipment 11 TA2 Bank staff have elegant and neat clothes 12 TA3 The Bank's card service ads look very attractive D Responsiveness 13 RES1 Bank staff serves you politely and courteously 14 RES2 Bank staff always provide you with all necessary service information 15 RES3 Bank staff answer your inquiries accurately and clearly 16 RES4 Bank staff have good professional qualifications E Empathy 17 EM1 The Bank always shows personal attention to you on special occasions (holidays, Tet, birthdays, ) 18 EM2 The bank always puts your interests first 19 EM3 The bank always shows itself as a companion of yours F Service Quality Number 20 Code SQ1 Statement Customers are very satisfied with the quality of card services at the Bank 21 SQ2 Card service at Vietcombank is like the ideal service that customers expect 22 SQ3 In the coming time, you will continue to use card services at Vietcombank Thank you! ... for Vietcombank’s card services The bank was established in 1963 in Hanoi, offering financial services to customers It currently has nearly 600 branches/transaction offices/representative offices/members... information of customers and part is about the evaluation of customers on Vietcombank’s card services quality Questions will be designed basing on dimensions assessing Vietcombank’s card services. .. limitations of the study are outlined Chapter presents an overview of card service quality at commercial banks including introduction of bank cards and card services of commercial banks and the