Factors impacting customer satisfaction at BIDV bank in vietnam

Himalayan Economics and Business Management Open Access Research Article Factors Impacting Customer Satisfaction at BIDV Bank in Vietnam Nguyen Hoang Tien1, Dinh Ba Hung Anh2, Nguyen Thanh Vu3, Bui Xuan Bien4, Vu Tuan Anh5, Nguyen Van Dat6 and Nguyen Thanh Hung7 Ho Chi Minh City University of Food Industry, Vietnam Ho Chi Minh City University of Technology, Vietnam Nguyen Tat Thanh University, Vietnam Hanoi Finance and Banking University, Vietnam Da Lat University, Vietnam Tay Nguyen University, Vietnam Binh Duong University, Vietnam *Corresponding Author Nguyen Thanh Vu Article History Received: 11.07.2021 Accepted: 29.07.2021 Published: 10.08.2021 Citations: Nguyen Hoang Tien, Dinh Ba Hung Anh, Nguyen Thanh Vu, Bui Xuan Bien, Vu Tuan Anh5, Nguyen Van Dat and Nguyen Thanh Hung(2021); Factors Impacting Customer Satisfaction at BIDV Bank in Vietnam Hmlyan Jr Eco Bus Mgn; 2(4) 44-51 Abstract: Currently, with increasingly fierce competition for market share among banks, improving customer satisfaction at banks is an issue that needs special attention Therefore, it is necessary to conduct analysis and assessment of customer satisfaction about the bank's products and services and service culture to know how customers perceive themselves, know the advantages and disadvantages of the bank Need to be maintained and inadequacies should be corrected Not outside the general trend of banks today, BIDV is also aware of the importance of improving customer satisfaction when using BIDV's services to create a competitive advantage with other banks Other customers, namely individual customers, are an important component of the bank's main profit Keywords: satisfaction, banking, customers, competition DOI: 10.47310/Hjebm.2021.v02i04.006 satisfaction to a certain level that we can measure Customers have a high level of satisfaction with a product or service that the bank is providing them, the bank has won the interest and loyalty from customers The customer-oriented business strategy is being paid special attention by banks Therefore, thebank studying customer satisfaction for each product and service is an important job that needs to be done regularly to constantly improve the quality of each product and service to bring satisfaction highest for customers when they use the bank's products and services INTRODUCTION To The Research Problem In Vietnam today, there are many banks, each bank creates its own card products to serve its customers, leading to increasingly fierce competition among banks in this type of service paralysis Therefore, in addition to continuously applying technical and technological achievements and improving the utility features for card services, banks must also find ways to make customers satisfied when using the card service Determining the factors affecting customer satisfaction and measuring the influence of these factors on customer satisfaction when using card services is a key point in business activities card services of banks Currently, the level of competition in banking activities is increasingly fierce Service quality and customer satisfaction are very important concepts that banks need to understand in order to constantly increase their competitiveness in business to survive and develop Banks that win the attention and loyalty of customers will have sustainable development Service quality will bring customers Rationale Reliability, Empathy, Tangibles, Responsiveness, Service Capability, Service Price These sixcomponents contribute positively to customer satisfaction, are tested and meet the requirements for the model's value, reliability, and fit with market data According to Parasuraman (1985, 1988) "Service quality is defined by the difference between customers' 44 Nguyen Hoang Tien et al., Jr Eco Bus Mgn; Vol-2, Iss- (July-Aug, 2021): 44-51 experts and a few provoking discussion questions for the client that provided additional information that the essay was missing Location is at BIDV bank in Ho Chi Minh City expectations of the service and their evaluation of the service they receive" Parasuraman (1985) introduced a model of five gaps and five components of service quality, called Servqual for short, Servqual is a combination of two words "Service" and "Quality" and is evaluated by many researchers as quite comprehensive (Svensson, 2002) After that, Servqual continued to be perfected through focusing on the concept of "Quality Perception" of consumers because the customer's quality perception is the most objective assessment of quality of service After consulting with experts and customers, the team has drawn the following results: Core Products and Services  A convenient and modern "deposit service" observation variable helps customers easily transact and manage their accounts  The observation variable “ATM” is present in many locations, saving customers' time in searching  The observation variable "banking service by phone" is implemented on a seamless and uniform multi-platform from mobile phones, websites, watches and smart keyboards Personalize and customize the interface, make financial transactions, payments and shopping easy  The observed variable "lending" promptly meets all financial needs  Human factor providing service  The observed variable "providing banking services" is correct and sufficient as what the staff advised the customer before experiencing theservice  The observed variable “customer care” always helps and meets customer requirements, makes customers feel safe and ensures customer transactions Service quality is the ability of the service to meet the expectations of the customer using the service, or in other words, all the additional activities and benefits that the bank brings to the customer in order to repeat, strengthen and expand long-term partnerships with customers through creating customer satisfaction Satisfaction is a function of expectations, perceived together with the gap between perception and expectation (Oliver, 1980; King, 2000) Service quality is the factor that has the most impact on customer satisfaction customers (Cronin and Taylor, 1992;Yavas et al, 1997; Ahmad and Kamal, 2002) If a service provider provides customers with quality products that satisfy their needs, that business has initially made customers satisfied The study will take the SERVPERF scale as the foundation for building a research model Besides, according to Fornel (1996) that the first factor determining customer satisfaction is perceived quality, the second factor is perceived price, so adding price to the proposed model:  Reliability has a direct and positive influence on customer satisfaction  Empathy has a direct positive influence on customer satisfaction  Tangible means have a direct influence on customer satisfaction  Responsiveness has a direct influence on customer satisfaction  Service capacity has a direct influence on customer satisfaction  Perceived price has a direct influence on customer satisfaction Service Delivery System  Observable variable "Internet banking" standardizes and simplifies the way of providing services so that banking services can reach customers in the shortest time without any problems, improving technology capacity to provide high quality service to customers Tangible Media  The observed variable "service environment" is comfortable for customers when coming to the transaction  Turn the observation of "staff appearance" neat, clean, enthusiastic, quick to support customers Social Responsibility  The observed variable "behaves fairly" with all customers, regardless of occupation or class  The observed variable "responsibility" shows the publicity among bank employees such as leaving on time, regularity, honesty RESEARCH METHODS To carry out this research, this thesis focuses on implementing the following methods: Quantitative Methods Quantitative methods in the form of face-to-face and telephone interviews were used to collect information from customers using e-banking services of BIDV and Qualitative method Preliminary research was carried out by qualitative method with group discussion and mock interview techniques The purpose of this study is to adjust and supplement the e-banking service quality scale To carry out the qualitative research, the team prepared a qualitative research panel to consult with 45 Nguyen Hoang Tien et al., Jr Eco Bus Mgn; Vol-2, Iss- (July-Aug, 2021): 44-51 factor analysis, multiple regression analysis is used to test the research model rescue some commercial banks other businesses in Ho Chi Minh City RESEARCH RESULTS AND DISCUSSION: Research Results Evaluation of reliability by Cronbach Reliability Factor Method Collected information will be processed by Scale software after being evaluated by Cronbach alpha reliability coefficient method and EFA exploratory Aggregate reliability of observed variables Observed variables Scale average if variable type Correlation Cronbach's Alpha if this coefficient between variable type variable and sum Scale variance if variable type Component Reliability: Cronbach's Alpha = 0.884 TC1 17.19 6,000 won TC2 17.28 5.951 TC3 17.27 6.157 TC4 17.21 5,978 TC5 17.51 6.745 Service environment component : Cronbach's Alpha = 0.796 MT1 11.74 3,674 MT2 11.40 4.289 MT3 11.46 4,573 MT4 11.67 3.403 Response component : Cronbach's Alpha = 0.740 DU1 11.72 3.230 DU2 11.56 3,380 DU3 11.79 3.389 DU4 11.82 3.539 Empathy component : Cronbach's Alpha = 0.779 DC1 10.08 5.738 DC2 10.10 5.030 DC3 10.26 4.842 DC4 9.87 6.056 Brand ingredients : Cronbach's Alpha = 0.862 TH1 6.24 2.725 TH2 6.35 2,690 TH3 6.21 2,790 Price component : Cronbach's Alpha = 0.870 GC1 7.46 2.930 GC2 7.71 2,596 GC3 7.88 2.325 Tangible media component: Cronbach's Alpha = 0.642 PT1 11.84 1.680 PT2 12.22 1,598 PT3 11.97 1.825 PT4 11.73 1,500 yen Components of customer satisfaction: Cronbach's alpha = 0678 HLKH1 11.85 1,704 HLKH2 12.24 1.528 HLKH3 12.03 1,724 HLKH4 11.79 1.408 822 786 707 782 527 837 844 863 845 903 658 617 499 682 720 745 795 709 531 589 510 505 683 650 694 696 442 667 694 558 801 679 663 741 730 779 704 813 767 836 698 782 789 866 790 787 386 412 477 441 598 581 554 562 447 470 467 474 621 605 612 609 Source: Analytical data from the author's team than 0.3 This result shows that all measured variables meet the requirements Exploratory factor analysis EFA of independent and dependent variable scales The Kaiser-Meyer-Olkin Measure of Sampling Adequacy (KMO)=0.706 > 0.5 and 0.654 >0.5, and the Bartlett statistic value is very small compared to the significance level of 0.05, which proves the data used for analysis factor (EFA) is perfectly appropriate With the results of the reliability assessment by Cronbach's Alpha, all scales have Cronbach's Alpha coefficient ≥ 0.6 The component with the lowest Cronbach's alpha coefficient is 0.642 (scale into tangible means), the highest is the reliable componentof 0.884 The other components all have Cronbach's alpha coefficient in the range from 0.67 to 0.88 and the correlation between the variable and the sum is greater 46 Nguyen Hoang Tien et al., Jr Eco Bus Mgn; Vol-2, Iss- (July-Aug, 2021): 44-51 The results of the factor analysis of the independent variables (Factor Rotation Matrix) TC1 TC4 TC2 TC3 TC5 MT4 MT1 MT2 MT3 DC2 DC3 DC4 DC1 TH1 TH2 TH3 GC3 GC2 GC1 DU2 DU1 DU3 DU4 PT3 PT2 PT4 PT1 First 895 870 868 817 672 Components 839 818 787 692 867 850 649 622 880 872 826 908 900 856 782 729 703 677 744 743 666 621 The results of EFA exploratory factor analysis show that the factor loading coefficients are all greater than 0.5, and there is no case that both factors are uploaded at the same time with the loading coefficients close to each other, so the factors can be guaranteed Convergent and discriminant values in EFA analysis Thus, the EFA analysis obtained 07 explanatory factors namely TC, MT, DC, TH, GC, DU and PT with the scale components kept as originally proposed, the extracted variance value reached 65.67 % Using the variables in the model, the formal regression equation takes the form: HLKH = 0.0616 + 0.1307 *TC+0.1404*MT+0.2184*GC+0 3569*DU+ 0.1392*DC + 0.0392*TH + ei From the results based on the value of the normalized regression coefficient, the order of factors affecting customer satisfaction in turn is: Response (DU,0.5256); Price (GC,0.4287), Empathy (DC,0.2609); Service environment (MT, 0.2263); The profile (TC, 0.2003); and Trademarks (TH,0.0786) The independent variables have the values of the exaggerated variance coefficient (VIF) are all less than 10, so the regression model does not have multicollinearity Correlation Test The results of the correlation test show that the model has a fairly close correlation between the dependent variable of satisfaction and the independent variables, but the correlation between the independent variables is not significant at the level % This is a satisfactory condition for linear regression analysis Test of error according to normal distribution (JarqueBera test) From the results of the histogram, it shows that Pvalue (Jarque_Bera) = 0.1628 > 0.05, so we conclude to accept the hypothesis Ho, that is, the residual (RESID) responds according to the normal distribution Linear Regression Analysis Wald test for the statistical significance of the independent variables, of the UN in n TC, MT, GC, DU, DC, TH threads u -value P-value < a = 0.05 showed that these variables mean statistics at 5% significance level The value of the adjusted regression coefficient R2 = 76.46% indicates that the participation of the above independent variables explained 76.46% of the variation of the variable on customer satisfaction when using the service Retail service of BIDV Nha Trang branch Also from Table 6, Fisher's test, the F coefficient has P-value = 0.000 < 0.05, giving us the conclusion that the model fits the market data Test of constant error variance (White tesT) and Independent error test (non-autocorrelated residualsBreusch-Godfrey test) The results show that P-value (Obs*R ) = 0.1707 > 0.05, so the conclusion accepts the hypothesis H o , that is, the residual has unchanged variance Similarly, it shows that P-value (Obs*R ) = 0.4106 > 0.05, so we conclude that we accept the hypothesis H o , that is, the 47 Nguyen Hoang Tien et al., Jr Eco Bus Mgn; Vol-2, Iss- (July-Aug, 2021): 44-51 information need to be organized and monitored regularly residuals are independent In summary, the regression model tests are appropriate and scientific Fourth, BIDV needs to thoroughly inform each teller that one of the factors affecting customer satisfaction is empathy for customers and viceversa That is, it is necessary to listen to feedback from customers, make them feel cared about, valued and express the bank's interest will be a very effective measure in improving satisfaction, thereby continuously improving the quality of banking services Understanding the products that the bank is selling is a necessary condition to empathize with people who are using the bank's products and services Through the obtained research results, it shows that the satisfaction of individual customers at BIDV Bank is influenced by components and their influence levels are arranged in descending order as follows: response (β = 0.526); Price (β = 0.429); Empathy (β = 0.261); Service environment (β = 0.226); Reliability (β = 0.20), Brand (β = 0.079) compared with the initial hypothesis, the tangible media variable was excluded because it did not meet the condition of correlation with customer satisfaction personal goods 4.2 Discussing the Results Firstly, the research results show that responsiveness is the most influential factor, so BIDV needs to pay special attention and take the initiative to improve this factor Specifically, to meet the product requirements: The Bank always has a variety of savings deposit products to serve customers, which is the component of the meeting that is most agreed by customers, so it is necessary to focus onpromoting the content this content In order to respond to people, the Bank should consider improving the professionalism of its employees by further quantifying KPIs that apply specifically to employees in all service departments At the same time, it is necessary to apply some measures to motivate employees, such as: reasonable remuneration policies to motivate employeesto work Only when they really love their work and are loyal to the working unit, then the employees will work hard, with enthusiastic, attentive service attitude, wholeheartedly for customers Fifth, the research results also show that reasonable prices and costs will affect customer satisfaction Therefore, the diversification of retail products and services, such as savings interest rates, interest rates on demand accounts, and service fees are money transfer fees and statement printing fees, card issuance fee, online banking service fee, customers always want preferential interest rates and low service costs Banks that find a suitable balance to meet this factor can increase customer satisfaction Sixth, in terms of branding for retail services, individual customers need to develop an appropriate brand strategy for each type of individual retail product and service based on the general brand strategy of BIDV, and based on the overall strategic goal for all retail products and services, thereby serving as the foundation for building separate goals with KPIs, giving clear communication messages for each product specific retail products This will help assess the level of satisfaction and awareness at each retail product more clearly, create a feeling and affection for the BIDV brand of individual customers, and help improve the effectiveness of brand communication brand in accordance with the brand strategy of the head office Second, measurement scales of service environment are related to professional service capabilities of BIDV staff Can be confirmed, a professional services environment, the essential foundation must come from professional people That is, the operational expertise and good sense of responsibility, understanding of customer needs To achieve this, the executive branch should focus on organizing staff training, especially skills of handling sensitive situations in communicating with customers, towards professionalism in every department from operational parts directly to all other support Building cultural environment working professional, the opportunity to share with every customer and service oriented environment, cooperation, long-term success CONCLUSIONS AND RECOMMENDATIONS “Customer satisfaction is a customer's overall attitude towards a service provider, or an emotionalresponse to the difference between what the customer anticipated and what he received for the fulfillment of some need, goal or desire” This is the foundation, a necessary condition in any customer retention strategy of the business as well as to build a loyal customer system Third, building confidence for customers, theinternal BIDV cầ n identified here are the results from the discipline, policies and organizational KPIs clearly and thoroughly trained staff Therefore, BIDV should maintain honesty in all activities, fully, responsibly and effectively perform all commitments to create trust for customers Therefore, in addition to a clear discipline policy and process, besides, behavioral training courses according to standards, handling and providing accurate Initial construction includes 05 factors affecting customer satisfaction about BIDV banking services including: Reliability, service capacity, assurance, sympathy 48 Nguyen Hoang Tien et al., Jr Eco Bus Mgn; Vol-2, Iss- (July-Aug, 2021): 44-51 11 Tien N H., Hung, N T, & Tien, N V (2019) The role of brand and brand management in creating business value - case of Facebook Vietnam, International Journal of Research in Marketing Management and Sales 2019, 1(2), 124-128 12 Tien, N H., Minh, H T T., & Dan, P V (2019) Branding building for Vietnam higher education industry - reality and solutions, International Journal of Research in Marketing Management and Sales, 1(2), 118-123 13 Tien, N.H (2018) Knowledge Management in Strategic Alliances and Foreign Joint Ventures Proceedings of University Scientific Conference of: “Young Lecturers and MBA Students”, 141-149 Faculty of Economics, TDM University Binh Duong 15 June 2018 14 Tien, N H., Phu, P P., & Chi, D T P (2019) The role of international marketing in international business strategy, 1(2), International Journal of Research in Marketing Management and Sales, 134138 15 Tien, N H., Vu, N T., Dung, H T., & Duc, L D M (2019), Determinants of real estate bubble in Vietnam, International Journal of ResearchFinance and Management, 2(2), 75-80 16 Tien, N H., Vu, N T., & Tien, N V (2019), The role of brand and brand management in creating business value case of Coca-Cola Vietnam, International Journal of Research in Marketing Management and Sales, 1(2), 57-62 17 Tien, N H., Bien, B X., & Tien, N V (2019) Solutions enhancing competitiveness of madeinVietnam brands in Vietnamese market, International Journal of Research in Marketing Management and Sales, 1(2), 93-99 18 Tien, N H., Dung, H T., & Tien, N V (2019) Branding building for Vietnam tourism industry reality and solutions, International Journal of Research in Marketing Management and Sales, 1(2), 63-68 19 Tien, N H., & Anh, D B H (2018) Japanese Innovation Policy and Development of High Quality Human Resource – Experiences for Vietnam Proceedings of International Scientific Conference in Economics and Business (ICYREB) on: “National Entrepreneurship and Innovation”, 108114 Hanoi, 30 October 2018, Academy of Finance in partnership with IPAG Business Institute (France), York University (Canada) and Waikato University (New Zealand) 20 Tien, N H., & Anh, D B H (2017) Global Strategic Marketing Management Ementon Publisher, Warsaw 21 Tien, N H., & Anh, D B H (2019) Comparative analysis of the process of economic integration of EU and ASEAN, International Journal of Commerce and Management Research, 5(3), 96-99 22 Tien, N H (2019) Application of CRM in Agricultural Management Proceedings of National Scientific Conference on: “Development of High- The factor "Service capacity" has the strongest influence on customer satisfaction, followed by the factor "Reliability" This means that the more customers feel the reliability and service capacity of the service as well as the bank staff bring them more Customer satisfaction is a vital factor and a goal that banks are currently pursuing Along with the increasingly fierce competition in the business environment, it becomes increasingly necessary to learn about customer needs and factors affecting customer satisfaction How to get more new customers to trust and choose a bank is always a top question and an important task of each bank From there we can see how the influence of the customer is In the service sector, especially banking, the role of satisfying customer needs is even more important, stemming from the nature of interaction between customers and the bank as well as the positive effects that banks have on them goods obtained More specifically, if the bank gives high satisfaction, customers will continue to use the service and always support the bank's new products and services, recommend the bank to other major partners to become a loyal customer of the bank Thereby contributing to increase in sales, market share, profit and position ofthe bank in the market REFERENCES Customer satisfaction using BIDV banking services https://123docz.net/document/6956160-su-hailong-cua-khach-hang-su-dung-dich-vu-ngan-hangdien-tu-tai-bidv-thu-dau-mot htm Factors affecting customer satisfaction about BIDV banking services http://viethueluanvan.online/2020/03/06/cac-nhanto-anh-huong-den-su-hai-long-cua-khach-hang-vedich-vu-ngan-hang-dien- tu-cua-ngan-hang-bidv/ Evaluation of individual customer satisfaction with the quality of retail services at Joint Stock Commercial Bank for Investment and Development of Vietnam (BIDV) http://tapchicongthuong.vn/bai-viet/danh-gia-suhai-long-cua-khach-hang-ca-nhan-doi-voi-chatluong-dich-vu-ban-le-tai- Ngan-hang-tmcp-dau-tuva-phat-trien-viet-nam-bidv-chinhanh-nha-trang77650.htm Customer satisfaction https://cempartner.com/en/cem-partner-blog/su-hailong-cua-khach-hang.html Improve customer satisfaction at Bank for Investment and Development of Vietnam Ho Chi Minh City Branch 10 https://khotrithucso.com/doc/p/nang-cao-su-hailong-cua-khach-hang-tai-ngan-hang-dau-tu-va296200 49 Nguyen Hoang Tien et al., Jr Eco Bus Mgn; 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Vol-2, Iss- (July-Aug, 2021): 44-51 Apple “INTERNATIONAL JOURNAL OF RESEARCH IN MARKETING MANAGEMENT AND SALES”, Vol 1, No 2, 24-27 76 Tien, N H (2021) Sustainability of Coastal Tourism Development: Comparative Analysis of Vietnam’s Northern and Souththern Provinces “JOURNAL OF SOUTHWEST JIAOTONG UNIVERSITY”, Vol 55, No 6., 1-19 77 Tien, N H (2020) Knowledge Management in the Context of Industrial Revolution 4.0 “INTERNATIONAL JOURNAL OF COMMERCE AND ECONOMICS”, Vol 2, No 1, 39-44 73 Tien, N H (2020) Staff Motivation Policy of Foreign Companies in Vietnam “INTERNATIONAL JOURNAL OF FINANCIAL MANAGEMENT AND ECONOMICS”, , Vol 3, No 1, 1-4 74 Tien, N H (2019) Working Environment and Labor Efficiency of State Owned Enterprises and Foreign Corporations in Vietnam “INTERNATIONAL JOURNAL OF FINANCIAL MANAGEMENT AND ECONOMICS”, Vol 2, No 2, 64-67 75 Tien, N H (2019) International Distribution Policy – Comparative Case Study of Samsung and 52 ... become a loyal customer of the bank Thereby contributing to increase in sales, market share, profit and position ofthe bank in the market REFERENCES Customer satisfaction using BIDV banking services... Tourism Services in Vietnam International Journal of Research in Management, 1(1), 14-17 Tien, N H (2019) CRM Application in Customer Service Management at Big4 Banks in Vietnam International Journal... effective measure in improving satisfaction, thereby continuously improving the quality of banking services Understanding the products that the bank is selling is a necessary condition to empathize with