Resource based view of banking website service in creating customer value evidence from vietnamese comercial banks

UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business Nguyen Xuan Hieu RESOURCE – BASED VIEW OF BANKING WEBSITE SERVICE IN CREATING CUSTOMER VALUE –EVIDENCE FROM VIETNAMESE COMERCIAL BANKS ID: 21120004 MASTER OF BUSINESS (Honours) Ho Chi Minh City – Year 2014 UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business Nguyen Xuan Hieu RESOURCE – BASED VIEW OF BANKING WEBSITE SERVICE IN CREATING CUSTOMER VALUE –EVIDENCE FROM VIETNAMESE COMERCIAL BANKS ID: 21120004 MASTER OF BUSINESS (Honours) SUPERVISOR: Dr PHAM NGOC THUY Ho Chi Minh City – Year 2014 i ACKNOWLEDGEMENT At the first of my thesis, I would like to thank all people who made this thesis possible and an unforgettable experience for my studying Especially, I would like to send my deep thanks to Dr Pham Ngoc Thuy - my research supervisor, for her thoughtful guidance and advice, recommendations from research proposal to thesis report I really appreciate her patience during the whole instructing process for me to be able to complete this study despite some location difficulties Besides, I would like to thank my friends include my classmates, my co-workers and others whom encouraged and support me completed this thesis Completing this work would have been all the most difficult were it not for the support and friendship provided by the all of those members Last but not the least; I would like to thank my family I also wish thank all people who spent through their time and generous support made this thesis project I cannot complete this thesis without all those supports October 2014 Ho Chi Minh City, Viet Nam NGUYEN XUAN HIEU ii ABSTRACT The banking products and services has developed strongly in recent years, to be delivered to customers quickly, online, 24 consecutive hours per day and days per week These services not depend on space and time, through electronic distribution channels and internet access device such as a computer terminal, ATM, POS, telephone, mobile phone (e-banking services) There are many research that investigated the impact of web site design on users’ behavior or the web layout effects on consumer behavior in the context of web retail banking However, similar studies on banking website in Viet Nam are still limited, this study was expanded by viewing tools of the banking website as alternative human resources in the provision of products and services to the market, there is a specific market Vietnam The study was carried out with stages, preliminary research to discover, edit and perfect scale of concepts in study's context of research through surveying 20 clients and professionals Main research is done formally through surveys 250 customers who are using banking website in Vietnam The results of the data analysis contributes to the body of knowledge by demonstrating the above factors are critical in creating customer perceived value in a developing country context The implications of the results form is a good basis for providing practical recommendations to leaders of Vietnamese Banks, and directions for further work Key words: Resource – Based view, Customer perceived value, Usability, Article, Database, Ressposiveness, and Discussion LIST OF TABLE Table 3.1: Scales used in the questionnaire Table 4.1: Descriptive Statistics of Sample Table 4.2: Reliability analysis results Table 4.3: EFA analysis results for the independent variables after handling Table 4.4: EFA analysis results for the dependent variable Table 4.5: Describe the correlation among variable Table 4.6: Multiple Regressions results of Customer Perceived Value to independent Table 4.7: Hypotheses Testing Results Table 4.8: Summary results of the hypotheses LIST OF FIGURES Figure 2.1: Sai Gon Thuong Tin commercial Join Stock Bank Figure 2.2: Joint stock commercial Bank for Foreign Trade of Vietnam Figure 2.3: Vietnam Bank for Agriculture and Rural Development Figure 2.4: Nam A commercial Join Stock Bank Figure 3.1: Customer use and evaluations of e-banking service value propositions Figure 3.2: Research process needed to achieve the research objectives Figure 4.1: Research model after testing by EFA Figure 4.2: Multiples Regression Result TABLE OF CONTENTS ACKNOWLEDGEMENT i ABSTRACT .ii LIST OF TABLE iii LIST OF FIGURES iv TABLE OF CONTENTS v CHAPTER 1: INTRODUCTION 1.1 Research background 1.2 Problem statement 1.3 Research objective .5 1.4 Research scopes 1.5 The structure of thesis 1.6 Summary CHAPTER 2: LITERATURE REVIEW 2.1 Theoretical background 2.2 Banking website 2.3 Some basic characteristics of the website interface in Vietnam 11 2.4 E-banking services 11 2.5 Service process and value creation in web site banking website services .12 2.6 Service contentand value creation in web site banking website services 14 2.7 Research Model .17 2.8 Summary 18 CHAPTER 3: RESEARCH METHODOLOGY 20 3.1 Research process 20 3.2 Measurement of variables 21 3.3 Data source 25 3.4 Sampling 26 3.5 Main survey and Data collection .27 3.5.1 Exploratory Factor Analysis (EFA) 27 3.5.2 Reliability Analysis 28 3.5.3 Multiple Regression Analysis 28 3.6 Summary 29 CHAPTER 4: DATA ANALYSIS 30 4.1 Descriptive Data Analysis 30 4.2 Measurement Scale Assessment 32 4.2.1 Cronbach Alpha Reliability Analysis 32 4.2.2 Exploratory Factor Analysis 34 4.3 Testing relationship of independent factors and dependent factor 38 4.4 Hypotheses Testing 40 4.4.1 Testing Assumption of multiple Regressions .40 4.4.2 Evaluate and test the relevance of the model 41 4.4.3 Testing hypotheses on the impact of Independent factors on Customer Perceived Value 41 4.4.4 Regression analysis results .46 4.5 Result Discussion 46 4.6 Summary 48 CHAPTER 5: CONCLUSIONS AND IMPLICATIONS 49 5.1 Overview 49 5.2 Main Findings 50 5.3 Managerial Implications 51 5.4 Contributions of the study 52 5.5 Limitations of Study and Future Research 52 REFERENCES APPENDICES APPENDIX APPENDIX APPENDIX CHAPTER 1: INTRODUCTION The introduction chapter identifies the research background, present the problem statement, and introduce the research objectives as well as the scope of research Furthermore, the research implication is also outline 1.1 Research background Vietnam Banking System is in the innovation process towards deeper integration, broader to international financial system area; and gradually implements the standards, and practices as well as international commitments, especially after Vietnam has joined the World Trade Organization According to the State Bank of Vietnam, at the end of the first quarter of 2014, Vietnam had 48,046,195 bank accounts; 63.17 million ATM cards have been issued (including 61.83 million domestic cards and 6.72 million international cards); 15.3498 Automatic Teller Machine (ATM); 137,774 types of equipment including: Point of Service (POS), Electronic Fund Transfer Point of Service (EFTPOS), Electronic Data Capture (EDC) Vietnam is seen as a major potential market for the development of electronic banking (e-banking), a financial product tech Since its appeared in Vietnam, online banking service had been round about 10 this year, this services are increasingly popular, attracting more and more users According to estimates, until the end of 2013, the number of people using the Internet Banking service (IB) has increased by 45% Vietnam Banking Association said so far, 40 banks have announced deployment IB system at different levels Electronic commerce (e-commerce) services has been strong growth in recent years and become a hot topic in any public workshop on information technology E-commerce has become an inevitable trend of the process of modernization and industrialization Marketing theory is increasingly moving towards a “service perspective”, whereby value is understood as being created by customers and services are posited as resource inputs in the customers’ valuecreation processes (Groănroos, 2006; Vargo and Lusch, 2004, 2008) Ma Weihua, president of Merchant Bank in China, said: "E-commerce has brought to the banking industry weapon to remove the restrictions on the banking business previous and expand the types of new services".E-commerce has become a very important technological advancement for businesses in changing business practices (Brodie et al., 2007; Gonza´lez et al., 2008; Lichtenstein and Williamson, 2006) E-commerce created a new form of competition forced banks to choose the services that customers need, decide the size of the bank branches in the system and expanded the system interbank payment… Facing requests that the bank has for many new services: banking services telephone with telephone PIN number, or voice recognition; banking services by the Internet, the customer’s only need a personal computer with internet connection, then they can trade with banks directly without having to go to the bank That is the form of a new type of banking, electronic banking, also known as e-banking The reality in Vietnam also showed the trend of using the electronic services 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4, pp 575-89 Zeithaml, V.A., Parasuraman, A and Malhotra, A (2002), “Service quality delivery through websites: a critical review of extant knowledge”, Journal of the Academy of Marketing Science,Vol 30 No 4, pp 362-75 APPENDICES APPENDIX SURVEY FORM Dear Ladies and Gentlemen My name is Nguyen Xuan Hieu, a students of MBA program at International School Business Institution (ISB) - University of Economics Ho Chi Minh City Now, I am study about factors that customers interest when using banking services on banking website We wish you to take the time to answer this survey Note, there is no right or wrong answer All reviews of Ladies/Gentlemen are valuable for this study PART 1: GENERAL INFORMATION Are you use the banking website to conduct banking transactions? No Yes If not, please stop the interview Thank you very much because you had participated in the interview If yes, please respond to the following questions What banking website are you use frequently to transaction ? (1 choice)  Sacombank Vietcombank Agribank Nam A Bank Other (detail): …… How often did you logged into the banking website in week: < times 3-5 times 6-10 times > 10 times The following statement will call "X" is the bank's website where you choose in question Neutral Agree Pages download quickly Information is displayed in reasonable chunks It is easy to navigate back and forth between pages I can select the default page after logging helps to become faster operation 5 Overall, I am very satisfied with the structure of the interface Overall, I am very satisfied with the design of the interface I believe that my information will be security by X 5 10 X is interested in customers’ feedback 11 12 I get important information from others in the discussion groups 13 I enjoy supporting others by writing messages 14 I get support from others in the discussion groups 15 The messages are of high quality 16 I get the answer (consultant) quickly 17 Overall, I am very satisfied with the discussion groups 18 I have benefited from the service that X provide 19 From the X site I can easily find points nearest trasactions (network) Please indicate the level of agreement of the He/ She for the following statement by ticking (√) in the box corresponding to : Strongly Agree Strongly disagree Disagree PART II: INFORMATION SERVICES Box 1: Complete disagree Box 5: Complete agree As for the other levels in the box number 2, 3, 4, 5, respectively I don’t mind that my question and the advice of staff are posted in the search engine I trust X does not collect information about me X develops its services based on customers’ feedback 20 X integrates diverse data and accuracy of the partners as electricity, water, 21 Overall, I am very satisfied with the database service 22 I find X’s articles very informative 23 I have benefited from the information in articles 24 The articles are current 25 The articles are interesting 26 Overall, I am very satisfied with the articles 27 Overall, X offers high quality service 28 The time I spend on X’s site is time well spent 29 Overall, I value X’s services highly 30 I enjoy using X’s services telephone, internet, finance companies, help me facilitate transactions PHẦN III: THÔNG TIN KHÁC Please tell us the your personal information to serve the classification and presentation of statistical data: Gender: Age: Female ≤ 25 olds Marital Status: Singel Education: Bachelors Male 26-35 olds 36-45 olds > 45 olds Married Graduate Postgraduate Others: ……………… Carreer: Manager Staff Worker Freelancing Housekeeping Others:……… Thank you so much for your kind support PHIẾU KHẢO SÁT Kính chào Anh/chị! Tơi tên Nguyễn Xn Hiếu, học viên cao học Viện Đào tạo Quốc tế (ISB)- Trường Đại học Kinh Tế TPHCM, nghiên cứu yếu tố mà khách hàng quan tâm sử dụng dịch vụ website ngân hàng Rất mong Anh/Chị dành thời gian trả lời Phiếu khảo sát Lưu ý khơng có câu trả lời hay sai, tất ý kiến phản hồi có giá trị cho nghiên cứu PHẦN I: THƠNG TIN TỔNG QUÁT Anh/Chị có sử dụng website ngân hàng để thực giao dịch? Khơng Có Nếu Không, xin dừng vấn Rất cảm ơn Anh/Chị tham gia vấn Nếu Có, xin trả lời tiếp câu sau Anh/Chị thường xuyên sử dụng dịch vụ website ngân hàng nào? (1 lựa chọn)  Sacombank Vietcombank Agribank Nam A Bank Khác (xin ghi rõ tên): …………………………………………… Số lần trung bình Anh/Chị đăng nhập vào website ngân hàng tuần: < lần 3-5 lần 6-10 lần > 10 lần Các phát biểu tiếp sau gọi “X” website ngân hàng mà Anh/chị chọn câu Ơ số 1: Hồn tồn khơng đồng ý Hoàn toàn đồng ý Trung Đồngdung ý đánh dấu (√) vào ô tương ứng, với: Không đồng ý Xin cho biết mức độ đồng ý Anh/Chị với phát biểu sau “X” cách Hoàn toàn khơng đồng ý PHẦN II: THƠNG TIN VỀ DỊCH VỤ Ơ số 5: Hồn tồn đồng ý Cịn với mức độ khác đánh vào số 2, Các trang website X tải (download) cách nhanh chóng Thơng tin website X trình bày theo phần hợp lý Việc di chuyển qua lại trang website X thật dễ dàng Sau đăng nhập, chọn trang mặc định để thao tác nhanh 5 Nói chung, tơi hài lịng với cấu trúc giao diện website X Nói chung, tơi hài lịng với thiết kế giao diện website X Tôi tin thông tin cá nhân website X bảo mật 5 10 Nhân viên website X ý đến phản hồi khách hàng 11 Website X dựa vào phản hồi khách hàng để phát triển dịch vụ 12 Tôi biết thông tin quan trọng xem/tham gia diễn đàn website X 5 14 Tôi nhận hỗ trợ từ người khác diễn đàn website X 15 Các tin nhắn/thông tin trả lời diễn đàn X có chất lượng cao 16 Tôi nhận câu trả lời/tư vấn nhân viên website X nhanh chóng 17 Nói chung, tơi hài lịng với nội dung diễn đàn website X 18 Tơi nhận nhiều lợi ích từ dịch vụ website X cung cấp 13 Tôi không nghĩ trao đổi riêng nhân viên ngân hàng có đăng (post) cơng cụ tìm kiếm website X Tôi tin tưởng website X không thu thập cá nhân Tôithấy vui hỗ trợ người khác cách gửi tin nhắn diễn đàn website X 19 Từ website X dễ dàng tìm thấy điểm/mạng lưới dịch vụ ngân hàng 5 21 Nói chung, tơi hài lịng với sở liệu có website X 22 23 Thông tin từ viết/ báo website X mang lại lợi ích cho tơi 24 Những viết/ báo website X có tính thời 25 Những viết/ báo website X thú vị 26 Nói chung, tơi cảm thấy hài lòng với viết/ báo đăng website X 27 Nhìn chung, website X cung cấp dịch vụ có chất lượng cao 28 Thời gian tiêu phí để sử dụng dịch vụ website X đáng giá 29 Nói chung, đánh giá cao dịch vụ website X 30 Tơi thấy thích thú sử dụng dịch vụ website X 20 Website X tích hợp liệu đa dạng xác đối tác (điện, nước, điện thoại, internet ) giúp thuận tiện giao dịch toán Các viết/ báo đăng website X có nhiều thơng tin PHẦN III: THÔNG TIN KHÁC Xin Anh/Chị cho biết số thông tin cá nhân sau để tiện cho việc phân loại trình bày liệu thống kê Giới tính: Nữ Nam Nhóm tuổi: ≤ 25 26-35 36-45 Tình trạng nhân: Độc thân > 45 Có gia đình Học vấn: Trung cấp Đại học Trên đại học …………… Nghề nghiệp: Doanh nhân/Quản lý Khác: Nhân viên VP Công nhân  Nghề tự doNội trợ Khác: …… …………………… Xin chân thành cám ơn hợp tác Anh/Chị! APPENDIX EXPLORATORY FACTOR ANALYSES AND MULTIPLES REGRESSION RESULT Table 2.1 KMO and Barlett’s Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy ,823 Approx Chi-Square 1000,194 df Bartlett's Test of Sphericity 78 Sig ,000 Table 2.2 Exploratory Factor Analyses analysis results for the independent variables Total Variance Explained Rotation Extraction Sums of Squared Initial Eigenvalues of Squared Loadings Factor Sums Loadings Total % of Cumulative Variance % Total % of Cumulative Variance % a Total 4.804 36.952 36.952 4.804 36.952 36.952 3.671 1.675 12.885 49.838 1.675 12.885 49.838 3.270 1.265 9.728 59.565 1.265 9.728 59.565 2.763 1.048 8.064 67.629 1.048 8.064 67.629 2.673 730 5.612 73.241 628 4.833 78.074 563 4.332 82.406 527 4.054 86.460 478 3.675 90.135 10 387 2.976 93.110 11 367 2.825 95.935 12 269 2.071 98.006 13 259 1.994 100.000 Table 2.3 KMO and Barlett’s Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy .811 Approx Chi-Square 341.382 df Bartlett's Test of Sphericity Sig .000 Table 2.4 Exploratory Factor Analyses result of dependent variable Initial Eigenvalues Extraction Sums of Squared Loadings Total % of Cumulative Variance % 2.756 68.888 68.888 506 12.655 81.543 413 10.335 91.877 325 8.123 100.000 Total 2.756 % of Cumulative Variance % 68.888 68.888 APPENDIX HISTOGRAM, NORMAL PROBABILITY PLOT Residuals Statistics Minimum Predicted Value Maximum a Mean Std Deviation N -2,7137239 1,5693572 0E-7 ,73013785 207 -2,16060090 2,34123516 0E-8 ,68329987 207 Std Predicted Value -3,717 2,149 ,000 1,000 207 Std Residual -3,131 3,393 ,000 ,990 207 Residual a Dependent Variable: VALUE Figure 3.1: Histogram, normal probability Plot ...UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business Nguyen Xuan Hieu RESOURCE – BASED VIEW OF BANKING WEBSITE SERVICE IN CREATING CUSTOMER VALUE ? ?EVIDENCE FROM VIETNAMESE. .. creating customer value of website banking of Vietnamese commercial banks The finding of this study can help the managers in the banking sector offer more suitable strategies in their field in. .. importance of banking website in the commercial banking system Then report the problem has been determined to have an overview of banking website in Vietnam The scope of the study is the use of customer