Graduation Thesis Supervisor M A Trương Thi Minh Hanh DECLARATION Signed hereby, certify hereby that “Improving customer service in Military Commercial Join Stock Bank Hoang Quoc Viet Branch” is my ow[.]
Graduation Thesis Supervisor: M.A Trương Thi Minh Hanh DECLARATION Signed hereby, certify hereby that “Improving customer service in Military Commercial Join Stock Bank - Hoang Quoc Viet Branch” is my own research The content and figures presented in the thesis reflect a true and fair situation of the internship organization I also assure that my research result have not been previously or concurrently published in any other work Hanoi, May 7th 2016 Student Nguyễn Chúc Quỳnh Student: NGUYỄN CHÚC QUỲNH CQ50/51.04 Luan van Page I Graduation Thesis Supervisor: M.A Trương Thi Minh Hanh ABSTRACT Customer service is lifeblood in banking sector to satisfy customer, create loyalty and attract more and more potential customers It is also important for banking activities like MB Hoang Quoc Viet Branch to understand what makes a quality of customer service The purpose of this study is to make an assessment of customer service and then to give some recommendations to improve the customer service in MB Hoang Quoc Viet Branch In order to examine the quality of customer service based on measuring dimensions and attributes SERVPERF model, a questionnaire with ten questions were used to collect data about customers’ opinion of customer service in MB Hoang Quoc Viet The preliminary result of the research shows that quality of customer service’s achievements has strength in MB Hoang Quoc Viet However it is revealed that its customer service also has weakness such as quality of staffs and technology system The conclusion can also be drawn that the quality of customer service in MB Hoang Quoc Viet Branch Following an in-depth multi-dimensional analysis of preliminary research result, some recommendations for “Improving customer service in Military Commercial Join Stock Bank – Hoang Quoc Viet Branch” will also be presented Student: NGUYỄN CHÚC QUỲNH CQ50/51.04 Luan van Page II Graduation Thesis Supervisor: M.A Trương Thi Minh Hanh ACKNOWLEDGEMENTS I owe a debt of gratitude to many people who helped me to complete this graduation thesis I would like to acknowledge all of them I would like to express my deepest gratitude to my supervisor, Mrs Truong Thi Minh Hanh, M.A, lecture of the Faculty of Foreign Languages, Academy of Finance, for her whole-hearted guidance and support Without her valuable recommendations, this thesis cannot come on to an end My sincere thanks also go to all the teachers off Faculty of Foreign Languages, Academy of Finance I would like to acknowledge, Mrs Tran Thi Thu Huong, the Deputy Director of Military Commercial Join Stock Bank- Hoang Quoc Viet Branch for creating favorable conditions for me to work at the office Moreover, I would like to extend my special thanks to Mrs Nguyen Thi Thanh Huyen, the Professional supporter for providing me authentic and upto-date information and figures relating to current situation at the bank for fulfillment of this paper I also want to convey my sincere thanks to all the staff at MB Hoang Quoc Viet Branch for their kindness Without their kind support, I could not finish my own research Finally, I would like to acknowledge the encouragement and strong support from my beloved family Without their great love and dedication, this paper would not be translated into reality Student: NGUYỄN CHÚC QUỲNH CQ50/51.04 Luan van Page III Graduation Thesis Supervisor: M.A Trương Thi Minh Hanh LIST OF ABRREVIATION ATM Automated Teller Machine MB Military Commercial Join Stock Bank SBV The State Bank of Vietnam VND Viet Nam Dong Student: NGUYỄN CHÚC QUỲNH CQ50/51.04 Luan van Page IV Graduation Thesis Supervisor: M.A Trương Thi Minh Hanh LIST OF FIGURES FIGURE 1.1: SERVPERF MODEL FIGURE 1.2: THEORETICAL RESEARCHING MODEL FIGURE 2.1: CUSTOMER’S EVALUATION ON TRANSACTION TIME FIGURE 2.2: CUSTOMER’S SATISFACTION WITH THE PRODUCTS OFFERED BY MB FIGURE 2.3: ASSESSING THE QUALITY OF CUSTOMER SERVICE Student: NGUYỄN CHÚC QUỲNH CQ50/51.04 Luan van Page V Graduation Thesis Supervisor: M.A Trương Thi Minh Hanh LIST OF TABLES TABLE 2.1: CRITERIA OF RETAIL BANKING FOR INDIVIDUAL CUSTOMERS OF MB HOANG QUOC VIET BRANCH OVER TABLE 2.2: THE ASSESSMENT ATTRIBUTES OF CUSTOMER SERVICE QUALITY AT BANKS TABLE 2.3: CUSTOMER’S EVALUATION ON TANGIBLE TABLE 2.4: CUSTOMER’S EVALUATION ON EMPATHY TABLE 2.5: CUSTOMER’S EVALUATION ON RESPONSIVENESS TABLE 2.6: CUSTOMER’S EVALUATION ON STAFF OF MB HOANG QUOC VIET BRANCH Student: NGUYỄN CHÚC QUỲNH CQ50/51.04 Luan van Page VI Graduation Thesis Supervisor: M.A Trương Thi Minh Hanh TABLE OF CONTENTS DECLARATION .I ABSTRACT II ACKNOWLEDGEMENTS III LIST OF ABRREVIATION IV LIST OF FIGURES V LIST OF TABLES VI TABLE OF CONTENTS VII INTRODUCTION CHAPTER 1:LITERATURE REVIEW 1.1 Customer service .4 1.1.1Definition of customer service 1.1.2 Definition of customer service quality 1.1.3 Customer loyalty .5 1.1.4 Customer satisfaction 1.1.5 Factors affecting customer service in banks 1.2 Model to analyze customer services quality 12 1.2.1 Responsiveness 13 1.2.2 Empathy 14 1.2.3 Tangible .14 1.2.4 Staff .14 1.2.5 Transaction time 14 CHAPTER 2:THE STUDY 15 2.1 Introduction of Military Commercial Join Stock Bank 15 2.1.1 History and development of Military Commercial Joint Stock Bank 15 3.1.2 Introduction of MB Hoang Quoc Viet Branch 16 2.1.3 Products and services 16 2.1.4 Business performance of MB Hoang Quoc Viet Branch 18 Student: NGUYỄN CHÚC QUỲNH CQ50/51.04 Luan van Page VII Graduation Thesis Supervisor: M.A Trương Thi Minh Hanh 2.2 Dimensions and attributes to be measure customer service in MB Hoang Quoc Viet Branch 19 2.3 Current customer service in MB Hoang Quoc Viet Branch 22 2.3.1 Customer’s evaluation on tangible dimension 22 2.3.2 Customer’s evaluation on empathy dimension 25 2.3.3 Customer’s evaluation on responsiveness dimension 27 2.3.4 Customer’s evaluation on staff of MB Hoang Quoc Viet Branch 28 2.2.5 Customer’s evaluation on transaction time 31 2.3.4 General assessment of customer service quality as perceived by Military Bank customers .36 2.4 Summary of findings customer service in MB Hoang Quoc Viet Branch 37 2.4.1 Achievements 37 2.4.2 Shortcomings and causes 38 2.5 Solutions to improving customer service in MB Hoang Quoc Viet Branch 39 2.5.1 Building customer information system .39 2.5.2 Improving the quality of staff and building professional communication skills for staff at the branch .41 2.5.3 Enhancing behavior standards, customer service attitude for staff in the bank 44 CHAPTER 3:RECOMMENDATIONS 47 3.1 Customer service orientation of MB Hoang Quoc Viet Branch .47 3.1.1 Business orientation of MB 47 3.1.2 Customer service orientation of MB Hoang Quoc Viet Branch 48 3.2 Recommendations .49 3.2.1.Recommendations to the head- office of Military Commercial Join Stock Bank 49 Student: NGUYỄN CHÚC QUỲNH CQ50/51.04 Luan van Page VIII Graduation Thesis Supervisor: M.A Trương Thi Minh Hanh 3.2.2 Recommendations to the Government, the State Bank of Vietnam, and other related agencies 51 CONCLUSION .52 LIST OF REFERENCES 53 APPENDIX 55 Student: NGUYỄN CHÚC QUỲNH CQ50/51.04 Luan van Page IX Graduation Thesis Supervisor: M.A Trương Thi Minh Hanh INTRODUCTION Rationale Nowadays many banks realize that all advantages, which they want to gain through their core products are quickly lost as others banks have the same products being offered However, since it is a major fact that no business can exist without customers, the important strategy is focused on providing the high-quality customer service In every business regardless of size or types, excellent customer service needs be at the heart of that business model if you wish to be successful It is important to provide essential customer service to all types of customers, including potential, new and existing customers The question of how to make a good customer service is always the problem that every bank tries to resolve in the best way Therefore, improving the customer service becomes one of the most important tasks that the bank needs to regularly to meet the client’s demands timely Bankers need to make sure that their clients always prefer their service Military Commercial Join Stock Bank- Hoang Quoc Viet Branch has achieved some positively initial results However, in comparison with other branches in the same system, MB Hoang Quoc Viet Branch of MB still somehow lack of professionalism in customer service The limited ability of communicating with customers may causes difficulties in exploiting the potential customers Therefore, developing a good customer service is the key to assure the customers’ satisfaction and encourage them to make business with the bank continuously Besides, good customer service can help your business grow and prosper Facing the difficulties and challenges in banking sector, MB wants to retain their customers and attract new customers Therefore, improving the quality Student: NGUYỄN CHÚC QUỲNH CQ50/51.04 Luan van Page ... on topic ? ?Improving customer service in MB Hoang Quoc Viet Branch? ?? Aims of the study The purpose of the research is to: - Assess customer service in MB Hoang Quoc Viet Branch by using SERVPERF... measure customer service in MB Hoang Quoc Viet Branch 19 2.3 Current customer service in MB Hoang Quoc Viet Branch 22 2.3.1 Customer? ??s evaluation on tangible dimension 22 2.3.2 Customer? ??s... the customer service in MB Hoang Quoc Viet Branch Scope of the study The thesis focuses on the current situations of customer service for individual clients in MB Hoang Quoc Viet Branch during