(Luận văn) affective and instrumental commitment, a special referece to self service technologies in domestic and foreign banks

t to ng UNIVERSITY OF ECONOMICS HO CHI MINH CITY hi ep International School of Business w - n lo ad ju y th Hoang Thi Bich Chi yi pl ua al n AFFECTIVE AND INSTRUMENTAL COMMITMENT: va n A SPECIAL REFERENCE TO SELF-SERVICE ll fu oi m TECHNOLOGIES IN DOMESTIC AND FOREIGN BANKS at nh z z jm ht vb MASTER OF BUSINESS (Honours) k om l.c gm n a Lu n va y te re th Ho Chi Minh City- Year 2014 t to ng UNIVERSITY OF ECONOMICS HO CHI MINH CITY hi ep International School of Business w - n lo ad ju y th yi Hoang Thi Bich Chi pl n ua al va n AFFECTIVE AND INSTRUMENTAL COMMITMENT: ll fu oi m A SPECIAL REFERENCE TO SELF-SERVICE at nh TECHNOLOGIES IN DOMESTIC AND FOREIGN BANKS z z k jm ht vb ID: 22120043 gm MASTER OF BUSINESS (Honours) om l.c SUPERVISOR: Dr LE NHAT HANH n a Lu n va y te re th Ho Chi Minh City- Year 2014 t to ACKNOWLEDGEMENT ng hi ep Firstly, I would like to express my gratefulness to my supervisor Dr Le Nhat Hanh for her professional guidance, intensive support, valuable suggestions, instructions and w continuous encouragement during the time of research and writing this thesis n lo ad I would like to express my deepest appreciation to ISB Research Committee for ju y th their valuable time as their insightful comments and meaningful suggestions were contributed significantly for my completion of this research yi pl My sincere thanks also go to all of all of my lecturers at International Business al n va Master course n ua School- University of Economics Ho Chi City for their teaching and guidance during my ll fu Last but not least, I would like to thanks my family, whom were always supporting oi m me and encouraging me with their best wishes at nh z z k jm ht vb om l.c gm n a Lu n va y te re th t to ABSTRACT ng hi ep The purpose of this research is to investigate the factors that influence customer satisfaction and their commitment with self-service banking technologies In particular, w this field study conducted in Vietnam focuses on making a comparison on customer n lo satisfaction and commitment of foreign banks and domestic banks with self-service ad y th banking technologies The research indicated perceived usefulness, perceived ju convenience, privacy and security positive effect customer satisfaction As result, such yi positive effects lead to a significantly affective and instrumental commitment of customer pl ua al with banks in Vietnam However, there are some differences between domestic banks and n foreign banks Based on the findings presented, this study will provide bankers and policy va makers with a greater understanding of customer assessment to compose the appropriate n ll fu future strategies m oi Key words: Self-service banking technologies, customer satisfaction, affective at nh commitment, instrumental commitment z z k jm ht vb om l.c gm n a Lu n va y te re th t to TABLE OF CONTENTS ng hi ep CHAPTER 1: INTRODUCTION 1.1 Research background w n lo 1.2 Research gap ad 1.3 Research objectives y th ju 1.4 Research methodology and research scope yi pl 1.5 Research contribution al n ua 1.6 Research structure n va CHAPTER 2: LITERATURE REVIEW fu ll 2.1 Expectation-confirmation model in the context of IT (ECM-IT) m oi 2.2 Self-service banking technologies nh at 2.3 Customer satisfaction z z 2.4 Affective commitment 10 vb jm ht 2.5 Instrumental commitment 11 k 2.6 Hypotheses development 12 gm 2.6.1 Perceived usefulness 12 l.c om 2.6.2 Perceived convenience 13 a Lu 2.6.3 Security and privacy 14 n n va 2.6.4 Overview on customer satisfaction and commitment 15 th 3.1 Research process 17 y CHAPTER 3: RESEARCH METHODOLOGY 17 te re 2.7 The conceptual model and hypotheses of the research 16 t to 3.2 Questionnaire design 18 ng hi ep 3.3 Sample 21 3.4 Data collection 21 w n lo 3.5 Data analysis method 22 ad CHAPTER 4: DATA ANALYSIS 23 y th ju 4.1 Respondents’ demographics 23 yi pl 4.2 Reliability Analysis 25 al n ua 4.3 Exploratory Factor Analysis (EFA) 30 n va 4.3.1 EFA for independent variables 30 fu ll 4.3.2 EFA for Dependent variables 32 m oi 4.4 Regression Analysis 33 nh at 4.4.1 Simple Regression analysis 34 z z 4.4.2 Multiple Regression Analysis 38 vb jm ht CHAPTER 5: CONCLUSION, IMPLICATIONS, AND LIMITATIONS 47 k 5.1 Conclusion 47 gm 5.2 Managerial Implications 48 l.c om 5.3 Limitations and future research 50 a Lu REFERENCES 52 n n va APPENDICES 64 y te re th t to LIST OF FIGURES ng hi Figure 2.1: A theoretical model 16 ep Figure 3.1: Research Process 17 w n Figure D1: Histogram of Customer Satisfaction (Domestic/Foreign/Overall) 76 lo ad Figure D2: Normal Plot of Customer satisfaction (Domestic/Foreign/Overall) 77 y th ju Figure D3: Scatter Plot of Customer satisfaction (Domestic/Foreign/Overall) 78 yi pl n ua al n va ll fu oi m at nh z z k jm ht vb om l.c gm n a Lu n va y te re th t to LIST OF TABLES ng hi ep Table 3.1 Source of measurement scale 18 Table 4.1 Respondent’s characteristics 23 w n lo Table 4.2 Reliability test result 28 ad Table 4.3 KMO and Bartlett’s Test of Independent Variables 30 y th ju Table 4.4 Rotated Component Matrix of Independent Variables 31 yi pl Table 4.5 KMO and Bartlett’s Test of Independent Variables 32 al n ua Table 4.6 Rotated component Matrix of Dependent variables 32 n va Table 4.7 Model summary of simple regression analysis 34 fu ll Table 4.8 ANOVA of simple regression analysis 35 m oi Table 4.9 Coefficients of simple regression analysis 35 nh at Table 4.10 Model summary of simple regression analysis 36 z z Table 4.11 ANOVA of simple regression analysis 37 vb jm ht Table 4.12 Coefficients of simple regression analysis 37 k Table 4.13 Correlations matrix 40 gm Table 4.14 Model summary of multiple regression analysis 41 l.c om Table 4.15 ANOVA of multiple regression analysis 42 a Lu Table 4.16 Coefficients of multiple regression analysis 42 n n va Table 4.17 Summary of hypothesis testing result 45 y te re th t to ng hi CHAPTER 1: INTRODUCTION ep This chapter presents the introduction to the study It contains the research w background, research gap, research objective, research methodology, research scope, n lo contribution of research and research structure ad ju y th 1.1 Research background yi “Today fast-paced world is becoming increasingly characterized by technology- pl facilitated transactions” (Meuter et al., 2000, p.50) Customers tend to interact with al n ua technology to complete given task instead of interacting with a customer service va employee According to Meuter et al., (2000) self-service technologies (SSTs) are n technological interfaces that allow customers to offer their own service independent of fu ll interaction with a firm’s service personnel through the use of technology SSTs represent m oi a variety of different services, ranging from the common automated teller machines nh at (ATMs), online book tickets, automated hotel checkout, banking by telephone To z illustrate, most recently, a 24-hour ATM sells cupcakes on street in New York City, z jm by TP Bank in Vietnam at the beginning of this year ht vb America and Egold services which you can by gold via internet has just been launching k The rapid development of SSTs in recent years means that customers have changed gm the way in which they deal with many services, including banking services (Bobbitt & om l.c Dabholkar, 2001) Since the mid-1990s, there has been a fundamental change in banking service channels toward using SSTs such as ATMs These days, with the adoption of a Lu technologically enhanced service delivery methods, an increasing number of financial n include online banking, ATMs, electronic funds transfer at the point of sale, mobile y te re number of consumers interact with these Self-service banking technologies (SSBTs) that n va institutions are using technology in order to facilitate their services A large and growing th banking, telephone banking, SMS banking, which are so prolific t to Affected by global economy crisis since 2008, economy of Vietnam has been ng hi facing various challenges and the banking industry is not an exception According to ep General Statistics Office, a lot of companies have had to shut down in this year w Therefore, the demand of loans and capital of those companies is shrunk resulting in the n lo reduction in the revenue of banking industry To solve this problem, banks have to ad develop their non-credit services in order to balance and diversify their sources of ju y th revenue yi In addition, integration into WTO has also boosted Vietnamese economy to pl ua al develop remarkably A significant amount of inflows of investment has been poured into n the market by foreign investors Many foreign companies have taken part in different va industries including banking The globalization of banking industry has encouraged many n ll fu developing countries including Vietnam into opening their markets to foreign banks and oi m built up the industry infrastructure to international standards Those foreign banks own at nh various advantages in terms of not only capital and effective management system but also high technology The foreign banks perform better than domestic banks because of their z z ownership advantages (Claessens, 2001; Harylchyk & Jurzyk, 2011) On the other hand, vb jm ht due to the benefit of local market knowledge and longevity, domestic banks, especially the state owned commercial banks dominate the market (Nahm, 2008) However, this k gm situation will change when the market opens freely Therefore, to become more competitive, domestic banks have to focus on improving their own service quality such as l.c om professionalism of services provided and modernization in equipment and tools a Lu In today’s business environment, customers have become the center of all business n decisions right from the conception of product to the delivery of product In the highly th ongoing commitment is the challenge for service managers and researchers y potential impacts these SSBTs facilities may have on consumers’ satisfaction and their te re gaining a sustainable competitive advantage in the market place Understanding the n va competitive banking industry, service becomes one of the most important elements for 64 t to APPENDICES ng hi Appendix A: Questionnaire (English version) ep Dear sir/madam, w n I am graduating MBus program at the University of Economics in Ho Chi Minh lo ad City This questionnaire is designed to survey in banking sector Participation in this confidential ju y th survey is voluntary The information is used for academic purpose only and strictly yi pl If you have concerns or questions about this study, please contact me with email al n ua address: bicihoang.due@gmail.com, or phone number: +84 986.999.707 n va So I would like to thank you in advance for your indispensable cooperation ll fu I Demographic information m oi Please provide your personal information as below: at z □ Male nh Gender z y te re th □ Retirement n □ Business man/ Manager va □ Worker n □ Officer a Lu □ Student om Occupation l.c □ 46-60 gm □ 36-45 k □ 26-30 jm □ 18-25 ht Age vb □ Female 65 t to □ Others… ng hi Average income per month ep □ Under million VND w □ From 5-10 million VND n lo □ From 10-15 million VND ad □ Above 15 million VND y th ju Which bank are you now using Self-service banking technologies? yi □ Domestic banks: Vietcombank, BIDV, ACB, MB, DongA Bank, Techcombank, pl al others… n va others… n ua □ Foreign banks: ANZ, HSBC, Citibank, Standard Chartered, Shinhan Bank, oi m questionnaire ll fu You choose either domestic or foreign bank refer to your bank in this Which type of Self-service banking technologies are you using now? k jm ht □ From 1-2 years n y te re □ Above years va □ From 4-5 years n □ From 2-4 years a Lu □ Below one year om How long have you used self-service banking technologies? l.c gm □ Others… vb □ Queue management systems z □ Telephone Banking z □ Internet Banking at □ Mobile Banking nh □ ATMs th 66 t to II Compulsory questions ng hi ad y th ju = Neutral 5 5 yi Disagree lo = Disagree Agree n = Strongly disagree Neutral w using the following 5-point scale where: Disagree following statements, please indicate your answer Strong disagree ep To what extent you agree with each of the pl = Agree n Question ua al = Disagree va n Using Self-service banking technology (SSBT) allows fu ll me to improve my service transaction ability m Using SSBT enhances my effectiveness in my service oi at nh transaction Using SSBT is useful in handling my service z z Using SSBT increases my productivity of handling Using the SSBT is a convenient way to conduct n va whenever I choose n The SSBT allows me to conduct service transactions a Lu om service transactions l.c gm my service transactions k jm ht vb transactions The SSBT allows me to conduct money transactions y SSBT allows me to save time on money transactions te re th 67 t to wherever I choose hi ep w 10 Using an SSBT is financially secure 5 5 5 5 n I am not worried about the security of an SSBT gm ng lo I trust in the technology an SSBT is using ad 11 y th I trust in the ability of an SSBT to protect my privacy 13 Overall, I am satisfied with the SSBT offered by the ju 12 yi ua al The SSBT offered by the bank exceeds my n 14 pl bank n va expectations ll fu The SSBT offered by the bank is close to my ideal at I feel a sense of belonging to SSBT service of my z 16 nh SSBT oi m 15 z I am loyal to my bank 18 I am committed to my relationship with my bank 19 I would like to develop a long-term relationship with k 17 jm ht vb bank om l.c n a Lu my bank I feel strongly attached to my bank 21 I feel more attached to this bank than other banks 22 It would be difficult for me to find another bank of n va 20 y te re th 68 t to equal standard hi ep 24 I would cost me a great deal to use SSBT of another bank I not have a good alternative to my bank w ng 23 5 5 n lo I am concern about what would happen if I used ad 25 y th SSBT of another bank Moving to another banks is not worth the effort ju 26 yi pl n ua al n va ll fu oi m at nh z z k jm ht vb om l.c gm n a Lu n va y te re th 69 t to Appendix B: Questionnaire (Vietnamese version) ng hi Kính chào anh/chị, ep Tơi học viên cao học Chương trình MBus Đại Học Kinh tế Thành phố Hồ w n Chí Minh Bảng câu hỏi thiết kế để khảo sát lĩnh vực ngân hàng Tham gia lo ad vào khảo sát hồn tồn tự nguyện Mọi thơng tin dùng cho mục đích ju y th nghiên cứu hồn tồn giữ bí mật yi Trong q trình thực phiếu khảo sát này, Anh/chị có thắc mắc nào, pl thoại 0986.999.707 n ua al xin vui lịng liên lạc với tơi qua địa email: bicihoang.due@gmail.com số điện n va Chân thành cám ơn hỗ trợ Anh/Chị, ll fu I Thông tin sơ m oi Xin anh chị vui lịng cho biết số thơng tin cá nhân sau n va y te re th □ Doanh nhân/ Nhà quản lý n □ Công nhân a Lu □ Nhân viên văn phòng om □ Sinh viên l.c Nghề nghiệp Anh/Chị gm □ 46-60 k □ 36-45 jm □ 26-35 ht □ 18-25 vb Xin vui lòng cho biết tuổi Anh/Chị z □ Nữ z □ Nam at nh Giới tính 70 t to □ Nghỉ hưu ng hi □ Khác ep Xin vui lịng cho biết thu nhập trung bình tháng Anh/Chị w n □ Dưới triệu VNĐ/tháng lo ad □ Từ triệu- 10 triệu VNĐ/tháng y th □ Từ 10 triệu – 15 triệu VNĐ/tháng ju □ Từ 15 triệu VNĐ/tháng trở lên yi pl Anh/Chị sử dụng Dịch vụ ngân hàng tự phục vụ Ngân hàng nào? ua al □ Ngân hàng nước: Vietcombank, BIDV, ACB, MB, Ngân hàng Đông Á, n Techcombank, khác… va n □ Ngân hàng Quốc tế Việt Nam: ANZ, Citibank, HSBC, Standard Chartered, ll fu Shinhan bank, khác… m oi Anh/chị chọn Ngân hàng nước, Ngân hàng quốc tế xem at nh Ngân hàng anh/chị bảng khảo sát z Anh/Chị sử dụng dịch vụ ngân hàng tự phục vụ đây? k y th □ Hơn năm te re □ năm ->dưới năm n □ năm ->dưới năm va □ năm ->dưới năm n □ Dưới năm a Lu Thời gian sử dụng dịch vụ ngân hàng tự phục vụ Anh/Chị om □ Khác… l.c gm □ Hệ thống xếp hàng tự động jm □ Ngân hàng qua điện thoại ht □ Ngân hàng trực tuyến vb □ Ngân hàng qua điện thoại di động z □ ATMs 71 t to II Câu hỏi bắt buộc ng hi y th ju yi pl 5 5 n ua al Ô số 4: Đồng ý Hồn tồn đồng ý ad Ơ số 3: Trung dung Đồng ý lo Ơ số 2: Khơng đồng ý Trung dung n Ơ số 1: Hồn tồn khơng đồng ý Không đồng ý w tương ứng, với: om phát biểu sau cách đánh dấu (X) vào ô Hoàn toàn không đồng ý ep Xin cho biết mức độ đồng ý Anh/ Chị va Ô số 5: Hoàn toàn đồng ý n ll fu m oi Sử dụng Công nghệ ngân hàng tự phục vụ cho phép cải thiện khả giao dịch Sử dụng Công nghệ ngân hàng tự phục vụ giúp nâng at nh z Sử dụng Công nghệ ngân hàng tự phục vụ hữu ích Sử dụng Công nghệ ngân hàng tự phục vụ giúp tăng Sử dụng Công nghệ ngân hàng tự phục vụ giúp Công nghệ ngân hàng tự phục vụ giúp tiết kiệm 5 y th thời gian giao dịch te re n giao dịch lúc muốn va Công nghệ ngân hàng tự phục vụ cho phép thực n a Lu thuận tiện thực giao dịch l.c cường hiệu suất việc thực giao dịch gm k cho việc xử lý giao dịch jm ht vb z cao hiệu giao dịch 72 t to Công nghệ ngân hàng tự phục vụ cho phép thực 5 11 Tôi tin vào công nghệ mà ngân hàng tự phục vụ sử dụng 5 14 Công nghệ ngân hàng tự phục vụ vượt kỳ vọng 15 Công nghệ ngân hàng tự phục vụ lý tưởng ht ng 5 hi giao dịch nơi đâu muốn ep Tôi không lo lắng bảo mật Công nghệ ngân w hàng tự phục vụ n lo 10 Sử dụng Công nghệ ngân hàng tự phục vụ an tồn tài ad ju y th yi pl n ua al 12 Tôi tin vào khả Công nghệ ngân hàng tự phục vụ để bảo vệ riêng tư n va 13 Trên tất cả, cảm thấy thỏa mãn với công nghệ tự phục vụ Ngân hàng ll fu oi m at nh z z vb k jm 16 Tơi cảm thấy thuộc Công nghệ tự phục vụ Ngân hàng 18 Tôi cam kết mối quan hệ với ngân hàng 19 Tôi muốn phát triển mối quan hệ lâu dài với ngân hàng 20 Tơi cảm thấy gắn bó với ngân hàng 21 Tôi cảm thấy gắn bó với ngân hàng tơi ngân hàng khác om l.c gm 17 Tôi trung thành với ngân hàng n a Lu n va y te re th 73 t to ng hi ep 23 Tơi khơng có lựa chọn khác ngồi ngân hàng tơi 5 5 22 Thật khó cho tơi để tìm đến ngân hàng khác đạt tiêu chuẩn tương đương w n lo 24 Tôi phải trả mức phí khơng nhỏ chuyển sang sử dụng công nghệ tự phục vụ ngân hàng ad ju y th khác yi 25 Tôi lo lắng liệu điều xảy tơi chuyển sang sử dụng công nghệ tự phục vụ Ngân hàng pl n ua al khác n va 26 Chuyển sang sử dụng công nghệ tự phục vụ ngân hàng khác khơng tiêu tốn điều ll fu oi m at nh z z k jm ht vb om l.c gm n a Lu n va y te re th n lo ad y th 74 ju yi pl Domestic/ Foreign/ overall n ua al Appendix C: Total variance explained in Exploratory Factor Analysis n va m ll fu Table C2: Total Variance Explained of Independent Variables Domestic/ Foreign/ overall Component Extraction Sums of Squared Rotation Sums of Squared Loadings Loadings Cumulative % of % of Total Cumulative Total Cumulative % Variance Variance 33.791/ 4.055/ 33.791/ 33.791/ 2.932/ 24.435/ 24.435/ 47.802/ 5.736/ 47.802/ 47.802/ 3.316/ 27.636/ 27.636/ 39.931 4.792 39.931 39.931 3.030 25.250 25.250 51,047/ 62.675/ 55,057 63.324/ 69.949/ 66.216 oi Initial Eigenvalues k jm ht vb 17.256/ 14.873/ 15.126 12.277/ 7.274/ 11.159 z 2.071/ 1.785/ 1.815 1.473/ 873/ 1.339 z at 4.055/ 5.736/ 4.792 nh % of Variance 33.791/ 47.802/ 39.931 Total gm om l.c 51,047/ 62.675/ 55,057 63,324/ 69.949/ 66.216 an Lu 17,256/ 14.873/ 15,126 12.277/ 7.274/ 11.159 2,071/ 1.785/ 1,815 1.473/ 873/ 1.339 2,563/ 2.878/ 2,619 2,104/ 2.199/ 2.297 21,355/ 23.985/ 21,822 17.534/ 18.328/ 19.144 45,790/ 51.621/ 47,072 63.324/ 69.949/ 66.216 va n y te re Extraction Method: Principal Component Analysis ac th si eg cd jg hg n lo ad y th 75 ju yi pl ua al Table C2: Total Variance Explained of Dependent Variables Initial Eigenvalues n Component Domestic/ Foreign/ overall oi at nh z k jm ht vb Rotation Sums of Squared Loadings Total % of Cumulati Variance ve 2.932/ 24.435/ 24.435/ 4.566/ 35.123/ 35.123/ 4.412 33.936 33.936 2.563/ 21.355/ 45.790/ 2.467/ 18.978/ 54.101/ 2.789 21.458 55.394 2.104/ 17.534/ 63.324/ 2.152/ 16.552/ 70.653/ 2.303 17.714 73.108 om l.c gm Extraction Method: Principal Component Analysis z m ll 4.055/ 5.824/ 6.340 2.071/ 2.302/ 2.125 1.473/ 1.059/ 1.040 % of Variance 33.791/ 44.799/ 48.766 17.256/ 17.705/ 16.344 12.277/ 8.149/ 7.997 fu n va Total Extraction Sums of Squared Loadings Cumulative Total % of Cumulative % Variance 33.791/ 4.055/ 33.791/ 33.791/ 44.799/ 5.824/ 44.799/ 44.799/ 48.766 6.340 48.766 48.766 51.047/ 2.071/ 17.256/ 51.047/ 62.504/ 2.302/ 17.705/ 62.5042/ 65.111 2.125 16.344 65.111 63.324/ 1.473/ 12.277/ 63.324/ 70.653/ 1.059/ 8.149/ 70.653/ 73.108 1.040 7.997 73.108 an Lu va n y te re ac th si eg cd jg hg n lo ad y th 76 ju yi pl n ua al Appendix D: Histogram, Normal Regression & Scatter plot of Dependent Variable: Customer satisfaction n va oi m ll fu at nh z z k jm ht vb om l.c gm an Lu va Figure D1: Histogram of Customer Satisfaction (Domestic/Foreign/Overall) n y te re ac th si eg cd jg hg n lo ad y th 77 ju yi pl n ua al n va oi m ll fu at nh z z k jm ht vb l.c gm om Figure D2: Scatter Plot of Customer satisfaction (Domestic/Foreign/Overall) an Lu va n y te re ac th si eg cd jg hg n lo ad ju y th 78 yi pl n ua al n va oi m ll fu at nh z z k jm ht vb om l.c gm an Lu Figure D3: Normal Plot of Customer satisfaction (Domestic/Foreign/Overall) va n y te re ac th si eg cd jg hg