(Luận văn) determinants of customer loyaty in eatail banking , an empirical study in vietnam

t to UNIVERSITY OF ECONOMICS HO CHI MINH CITY INTERNATIONAL SCHOOL OF BUSINESS - ng hi ep w n lo ad PHAM THI PHUONG THAO ju y th yi pl n ua al DETERMINANTS OF CUSTOMER LOYALTY IN RETAIL BANKING: AN EMPIRICAL STUDY IN VIETNAM n va ll fu oi m nh at MASTER OF BUSINESS z z ht vb k jm SUPERVISORS: DR TRAN HA MINH QUAN om l.c gm n a Lu n va y te re th Ho Chi Minh City – Year 2014 t to ACKNOWLEDGEMENT ng hi ep Firstly, I offer my sincerest gratitude to all lecturers and staffs that supported and passionately w conveyed useful knowledge to students of MBUS 2011 program n lo ad Secondly, I offer my special gratitude to my supervisor, Dr Tran Ha Minh Quan, who has y th guided me to fulfill my thesis with his patience and knowledge ju yi pl Thirdly, I would like to express appreciations to my friends who support me in discussing initial al n ua questionnaire and sending the final ones to survey target va Finally yet importantly, I would like to thank my family for their profound supporting, love and n ll fu caring about me throughout my studies oi m at nh Pham Thi Phuong Thao z 2014, November z ht vb k jm om l.c gm n a Lu n va y te re Page | i ABSTRACT t to Loyal customers are considered as an important source of business profit and a free channel of ng hi advertisement Although companies can boost their profit more than 85% by reducing customer ep defection rate by just 5%, the fact is that most of businesses lose from 15% to 20% of customers w n each year (Reichheld and Sasser, 1990) This study aims to define some determinants of lo ad customer loyalty in Vietnam retail banking, including Brand Awareness, Convenience, Service y th Personnel, Satisfaction, Social Influence and Switching Costs The survey was conducted in Ho ju yi Chi Minh City The result showed that all six factors have a positive influence on the loyalty in pl ua al Vietnam retail banking In which, the influence from Brand Awareness, Satisfaction and n Switching Costs was stronger than others The least impact was caused by Social Influence and n va Convenience ll fu oi m Keywords: Loyalty, Retail banking, Vietnam at nh z z ht vb k jm om l.c gm n a Lu n va y te re Page | ii TABLE OF CONTENTS t to ng ACKNOWLEDGEMENT i hi ep ABSTRACT ii TABLE OF CONTENTS iii w LIST OF TABLES iv n lo LIST OF FIGURES v ad CHAPTER 1: INTRODUCTION y th Introduction 1.2 Research background 1.3 Research gap 1.3 Research objective 1.4 Research Scope and Research Contribution 1.5 Research structure ju 1.1 yi pl n ua al n va ll fu CHAPTER 2: LITERATURE REVIEW 10 Retail Banking 10 2.2 Customer Loyalty 10 oi m 2.1 nh at 2.2.1 Definition of Customer Loyalty 11 z 2.2.2 Determinants of Customer Loyalty 12 z Brand Awareness 14 2.4 Convenience 15 2.5 Service Personnel 16 2.6 Customer Satisfaction 17 2.7 Social Influence 18 2.8 Switching Costs 19 2.9 Research Model 20 ht vb 2.3 k jm om l.c gm a Lu CHAPTER 3: RESEARCH METHODOLOGY 22 n 3.3 Questionnaire Design 26 3.4 Data Collection Result 29 Page | iii y Sampling 24 te re 3.2 n Research Design 22 va 3.1 3.5 Data Analysis Method 30 t to CHAPTER 4: DATA ANALYSIS 31 ng hi Descriptive Analysis 31 4.2 Reliability Test 33 4.3 Exploratory Factor Analysis (EFA) 35 ep 4.1 w 4.3.1 EFA for Independent variables 36 n lo 4.3.2 EFA for Dependent variables 38 ad Correlation Matrix 40 4.5 Regression Assumption Tests 41 ju y th 4.4 4.5.1 Assumption Test 41 yi pl 4.5.2 Assumption Test 41 Regression Analysis 42 n 4.6 ua al 4.5.3 Assumption Test 42 va CHAPTER 5: CONCLUSION AND DISCUSSION 50 n Discussion 50 5.2 Managerial Implications 52 5.3 Limitations and further research 55 5.4 Conclusion 56 ll fu 5.1 oi m at nh z REFERENCE 57 z vb APPENDICES 66 VIETNAM BACKGROUND 66 APPENDIX B - IN-DEPTH INTERVIEW 68 APPENDIX C - QUESTIONNAIRE IN ENGLISH VERSION 71 APPENDIX D - QUESTIONNAIRE IN VIETNAMESE VERSION 73 ht APPENDIX A - k jm l.c gm om APPENDIX E – RESEARCH RESULTS 75 n a Lu LIST OF TABLES y te re Table – Distribution of Vietnam banking Infrastructure in 2013 68 n va Table – Distribution System of Vietnam banks 2013 67 Table - Construction of Measurement scale 27 Page | iv Table – Source of questionaire collection 30 t to Table – Demographic Information 31 ng Table – Reliability test result 34 hi ep Table – KMO and Bartlett's Test 36 Table – Rotated Component Matrixa 37 w Table 10 – KMO and Bartlett's Test 39 n lo Table 11 – Total Variance Explained 39 ad Table 12 – Component Matrixa 39 y th Table 13 – Correlations Matrix 40 ju yi Table 14 – Model Summaryb 43 pl Table 15 – ANOVAa 43 al ua Table 16 – Coefficientsa 44 n Table 17 – Hypotheses results 44 n va ll fu oi m LIST OF FIGURES nh Figure 1– Vietnam GDP per capita (USD) 66 at z Figure – GNI per capita (USD) 66 z Figure – The rate of people (>15 years old) using debit card and credit card in 2011 67 vb ht Figure – Research Model 21 jm Figure – Research Process 23 k gm Figure – Scatterplot 75 om l.c Figure – Histogram 76 n a Lu n va y te re Page | v CHAPTER 1: INTRODUCTION t to ng 1.1 Introduction hi ep Customer Loyalty is always an attractive topic in marketing Long-term customers are w n not only the vital source of profit but also a free channel of advertisement for business lo ad Cultivating loyal customers can lead to increased sales and customer share, lower costs, and y th higher prices (Zeithaml et al., 1996) Reichheld and Sasser (1990) reveal the surprising statistical ju yi number that companies can boost their profit more than 85% by reducing customer defection rate pl ua al by just 5% However, the fact is that most of businesses lose from 15% to 20% of customers n each year (Reichheld and Sasser, 1990) This explains for the reason why there are a number of va n economists as well as marketers all over the world research on customer loyalty ll fu oi m In Vietnam, an emerging economy, marketing is still underdeveloped in comparison to at nh the US, European and even some Asian countries (Khuat, 2012) Most of business, therefore, has z not put a deep focus on loyalty and its important role to their business performance yet Vietnam z ht vb has experienced a period of economic crisis for recent years Although the influence from the k jm recession is not too serious as in some strong countries, most of business in Vietnam had to go gm bankruptcy and a large amount of bank debts could not be collected (The Financeplus, 2009; Le, om l.c 2014) Some small banks had to merge to the stronger ones for survival Many bank branches and transaction offices had to be closed or merged to others to cut off cost because of inefficient a Lu operation (The Vietinbank Network, 2014) The new trend for Vietnam banking therefore has n n va opened This is retail banking, which aims to individual customers with small value on each Page | y retail banking performance has been still not corresponding with the potential market of over te re transaction but a large amount of deals and customers However, the development of Vietnamese ninety million residents (The VPBS Report, 2014) Many banks, especially state-own ones, still t to ignore loyal individual customers who have a long time in good relationship with the banks in ng hi order to set a new relationship with big enterprises instead (Nguyen, 2014) Indeliberately, banks ep do not create a good conditions for long-term customers to be loyal with them Hence, this study w n focuses on some determinants influencing on the loyalty of individual customers in Vietnam lo ad banks This study could be a reference for banks to be more concerned on retail banking y th ju 1.2 Research background yi pl ua al Vietnamese retail banking is evaluated as an emerging market that is still full of potential n (The VPBS Report, 2014; Keith Pogson, as cited in Thanh Thanh Lan, 2014) but the level of va n customer loyalty is low These features are demonstrated in the following analyses ll fu oi m According to The World Bank Data (2013), Vietnam population was about 90million at nh people at the end of the year 2013 Fifty percent of this number was in the labor force However, only 20% of Vietnam population has banking accounts (The VPBS Report, 2014) The rest 80% z z ht vb creates a potential market for retail banking in Vietnam In addition, the development of Vietnam k jm economy in recent decades leads to a significant increase in the numbers of the Gross Domestic gm Product (GDP) per capita and the Gross National Income (GNI) per capita The Figure and l.c reveal that the average income and the standard of living of Vietnamese people rise over the om years One of cultural feature of Asian countries is accumulating Therefore, people have a a Lu tendency to allocate more budgets into saving items when they earn more money As a result, the n n va demand of using financial service increases This contributes to create a potential market for y te re retail banking in Vietnam Page | However, the number of Vietnamese people using banking service still accounts for a low t to rate Although there was a significant increase in market penetration rate of Vietnam banking, ng hi which was from 6% in 2006 to 21% in 2011; this rate was still modest in comparison to the ep number 55% held by the Pacific region (The VPBS Report, 2014) The VPBS Report 2014 w n shows that the rates of over-15-year-old people using debit card and credit card in Vietnam are lo ad lower than some developed Asian countries As can be seen from the Figure (Apendix A), y th Thailand is the country, which has the highest rate of over-15-year-old people using debit card ju yi (43%), followed by China (41%), Singapore (29%) and Philippines (23%), while that is only pl ua al 15% in Vietnam The rate of over-15-year-old people using credit card in Vietnam is just 1%, n holding the lowest rank among countries n va ll fu One more reason for the high potentiality of Vietnam retail banking is the unequal oi m distribution in banking system between urban area and rural area The table (see Apendix A) at nh shows clearly that up to 30% branches and transation offices of State Owning Commercial z Banks, Foreign Banks and over 50% that of Commercial Banks gather in only four big cities; z ht vb namely Hanoi, Ho Chi Minh City, Danang City and Can Tho City While the remainder spread k jm over 59 provinces and cities from the North to the South of Vietnam gm The Table (see Apendix A) illustrates the distribution of infrastruture in Vietnam l.c banking system in 2013 The figures show that Hanoi and Ho Chi Minh City have high density om a Lu of transaction offices, which nearly 50 times higher than the average density of the whole n country Due to a great number of transaction offices in these two cities, the average number of n y te re Similarly, the number of customers using an ATM or POS is also approximately from 30% to va customers served in each transaction office is 30% lower than the average of the whole Vietnam 40% lower than the average number of the whole country This proves that service quality in the Page | large cities is better than the average level in the whole country There is aparently unequal t to development in retail banking service quality among regions, leading to opportunities to recruit ng hi the potentiality in far distance areas ep Relating to the elastic level of customer loyalty in Vietnam banking, it is claimed that w n lo there are too many banks in Vietnam (around 49 banks) offering the same service for customer to ad select while there are only to large banks for options in Australia and Japan (Keith Pogson, y th ju Douglas J Hamilton; according to Thanh Thanh Lan, 2014) In addition, marketing, especially yi pl bank marketing, in Vietnam are still under developed compared with other neighbor countries; al n ua while banking belongs to intangible service Therefore, customers are confused among so many n va bank brands that they even could not remember and recognize The VPBS Report (2014) shows ll fu that Agribank, one of the four biggest banks in Vietnam, lost 1.91% its market share during the oi m period of 2010 and 2013 nh at Besides this, low service quality from personnel may lead to customer defection The z z lack of professional experience of staff in some banks, for instance, led to unexpected service vb ht quality (Le Chi, 2013; The Infonet, 2013) Interviewing some customers in well-known banks jm k around Ho Chi Minh City about service quality from banking staffs reveals some inadequacies gm Firstly, customers have to wait for a long time, even over one hour in rush days, to be served l.c because the number of customers is overload for bank tellers Secondly, bank staffs seem to have om a Lu no time to introduce new promotional program or listen to customers for cross-selling Thirdly, n due to working stress and crowded customers, bank tellers sometimes interact with customers in n y te re marketing strategies but ignore to observing their staff in conducting process Failure in solving va an unhappy attitude Bank managers just focus on promulgating policies and launching customer dissatisfaction in the current era of information technology leads to a mass of loss for Page | Mariotti, J 1999 Smart Things to Know about Brands and Branding London: Capstone t to Publishing ng hi ep Massy, W F., Montgomery, D B., & Morrison, D G (1970) Stochastic models of buyer behavior Cambridge, Mass, 325 w n lo ad Mehta, S C., Lalwani, A K., & Han, S L (2000) Service quality in retailing: relative efficiency y th of alternative measurement scales for different product-service environments ju yi International Journal of Retail & Distribution Management, 28(2), 62-72 pl al n ua Mei Min, C., Ling Hong, C., Jian Ai, Y., & Pei Wah, W (2012) Conceptual Paper: Factors n va Affecting the Demand of Smartphone among Young Adult.International Journal on ll fu Social Science, Economics and Art, 2(2), 44-49 m oi Mokhlis, S., Salleh, H S., & Mat, N.H.N (2009) Commercial bank selection: comparison nh at between single and multiple bank users in Malaysia International Journal of Economics z z and Finance, 1(2), 263-273 ht vb k jm Morganosky, M A (1986) Cost‐versus convenience‐oriented consumers: Demographic, gm lifestyle, and value perspectives Psychology & Marketing, 3(1), 35-46 om l.c Nguyen Huy Hai (2014, March 6) Tín dụng chảy vào “ơng lớn” Vietstock Retrieved from http://vietstock.vn/2014/03/tin-dung-van-chay-vao-cac-ong-lon-757-334959.htm n a Lu n va Oliver, R L (1999) Whence consumer loyalty? the Journal of Marketing, 33-44 y te re Oh, H (1999) Service quality, customer satisfaction, and customer value: A holistic perspective International Journal of Hospitality Management, 18(1), 67-82 Page | 62 Nguyen Dinh Tho (2011) Phương pháp nghiên cứu khoa học kinh doanh Nhà Xuất Bản t to Lao ðộng Xã Hội Thành phố Hồ Chí Minh ng hi ep Parasuraman, A., Zeithaml, V A., & Berry, L L (1988) SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality, Journal of Retailing, 64 w n lo (Spring): 12–37 ad y th Parasuraman, A., Zeithaml, V A., & Berry, L L (1991) Refinement and Reassessment of the ju yi SERVQUAL Scale, Journal of Retailing, 64: 12–40 pl al n ua Pham, N.T & Le, N.H (2010) Service personal values and customer loyalty: a study of ll fu 28(6), 465-478 n va banking services in a transitional economy International Journal of Bank Marketing, m oi Phan, K N., & Ghantous, N (2013) Managing brand associations to drive customers’ trust and nh at loyalty in Vietnamese banking International Journal of Bank Marketing, 31(6), 456-480 z z ht vb Reichheld, F and Sasser, W.E (1990), “Zero defections: quality comes to service”, Harvard k jm Business Review, September-October, pp 105-11 gm om influence variables Journal of Consumer Research, 263-278 l.c Ryan, M J (1982) Behavioral intention formation: the interdependency of attitudinal and social a Lu Ryan, M J., & Bonfield, E H (1975) The Fishbein extended model and consumer n va behavior Journal of Consumer Research, 118-136 n y Page | 63 te re Schram, J (1991), How students choose their banks, United States Banker, October, pp 75-78 Selnes, F (1993) An examination of the effect of product performance on brand reputation, t to satisfaction and loyalty European Journal of marketing, 27(9), 19-35 ng hi ep Sheth, J and Parvatiyar, A (1995), Relationship marketing in consumer markets: antecedents and consequences, Journal of the Academy of Marketing Science, Vol 23 No 4, pp 255- w n lo 71 ad y th Singleton Jr, R A., Straits, B C., & Straits, M M (1993) Approaches to social research ju yi Oxford University Press pl al n ua Sinkula, J.L and Lawtor, L (1988), Bank characteristics and customer bank choice: how ll fu No.3, pp 131-41 n va important are importance measures, Journal of Professional Services Marketing, Vol m oi Ta, H P., & Har, K Y (2000) A study of bank selection decisions in Singapore using the nh at analytical hierarchy process International Journal of Bank Marketing, 18(4), 170-180 z z from http://kinhdoanh.vnexpress.net/tin-tuc/ebank/ngan-hang/nguoi-viet-kem- k gm trung-thanh-voi-ngan-hang-2993947.html jm 2014 ht vb Thanh Thanh Lan (2014), Người Việt trung thành với ngân hàng Retrieved on August 30th, Retrieved om l.c The Financeplus (2009, July 14) Việt Nam trước khủng hoảng suy thối kinh tế tồn cầu from n a Lu http://www.mof.gov.vn/portal/pls/portal/SHARED_APP.UTILS.print_preview?p_page_ n va url=http%3A%2F%2Fwww.mof.gov.vn%2Fportal%2Fpage%2Fportal%2Fmof_vn%2F1 te re 539781&p_itemid=2732733&p_siteid=33&p_persid=0&p_language=vi y Page | 64 The Infonet (2013), Khốn khổ nhân viên ngân hàng nghiệp vụ Retrieved on August 5th, t to 2014 from http://vietnamnet.vn/vn/kinh-te/131017/khon-kho-vi-nhan-vien-ngan-hang- ng hi nghiep-vu-kem.html ep The Vietinbank Network (2014) The Vietinbank Network Available from w n lo https://www.vietinbank.vn/web/home/vn/lien-he/thay-doi-mang-luoi/ ad World y th The Bank Data (2013), World development Indicators, at ju yi http://data.worldbank.org/indicator/NY.GNP.PCAP.CD/countries/VN?display=default pl VPBS Report (2014), Banking Industry Report 2013, at n va The n ua al Retrieved on August, 30th, 2014 ll fu https://vpbs.com.vn/Reports/1919/banking-industry-report.aspx Retrieved on August oi m 30th, 2014 nh at Thwaites, D., Brooksbank, R., & Hanson, A (1997) Bank selection criteria in New Zealand: A z z student perspective New Zealand Journal of Business, 19(1 & 2), 95-107 ht vb gm Marketing Management, (11), 133-149 k jm Thwaites, D., & Vere, L (2010) Bank selection criteria: A student perspective Journal of Malaysian Management Review, 24 (3), 55-67 om l.c Ying, L.C and Chua, A (1989), Customer Bank Selection: Bank Marketing Implication, n a Lu n va Zeithaml, V A., Berry, L L., & Parasuraman, A (1996) The behavioral consequences of y te re service quality the Journal of Marketing, 31-46 Page | 65 t to APPENDICES ng VIETNAM BACKGROUND hi APPENDIX A - ep Figure 1– Vietnam GDP per capita (USD) w n lo ad ju y th yi pl n ua al n va ll fu oi at nh Figure – GNI per capita (USD) m Source: The World Bank Data, 2013 z z ht vb k jm om l.c gm n a Lu n va te re y Source: The World Bank Data, 2013 Page | 66 t to Figure – The rate of people (>15 years old) using debit card and credit card in 2011 ng hi ep w n lo ad ju y th yi pl n ua al n va ll fu oi m at nh z Source: The VPBS Report (2014) z ht vb Table – Distribution System of Vietnam banks 2013 jm State Owning k Commercial Banks Commercial Banks Foreign Banks 1,248 84 179 30 n va 495 25 n Danang City 892 a Lu Ho Chi Minh City 692 om Hanoi l.c gm Location y Can Tho City te re Page | 67 t to ng Others 137 3,149 1,808 27 4,474 4,241 92 hi 54 ep Total w n Source: The State Bank of Vietnam Report, according to the VPBS Report (2014) lo ad y th ju Table – Distribution of Vietnam banking Infrastructure in 2013 Distribution and Infrastructure Ho Chi Minh City Vietnam 1.00 0.63 0.02 3,554 3,211 12,418 2,010 2,674 6,367 450 1,048 yi Hanoi pl ua al n Density of branches/transaction offices per Km2 n va fu ll Average number of customers/ transaction office oi m nh at Average number of customers per ATM z z vb 420 ht Average number of customers per POS k jm Final measurement scale n Initial measurement scale Comments a Lu Interviewees IN-DEPTH INTERVIEW om APPENDIX B - l.c gm Source: The State Bank of Vietnam Report, according to the VPBS Report (2014) va The interviewees I know clearly my bank suggested to y I know clearly the bank I like te re Nguyen Tan Loc, 28 years n Brand Awareness Page | 68 t to ng old, Architect; When talking about Nguyen Thi My banking, I will remember Nuong, 26 years the bank I like old, Logistic I can recognize the bank I Staff like among other banks hi replace "the bank I like" by "my bank" for clearer designation When talking about banking, I will remember my bank ep I can recognize my bank among other banks w I can distinguish the bank I like from other banks n I can distinguish my bank from other banks lo ad Characteristics of my bank could come to me quickly ju y th Characteristics of the bank I like could come to me quickly yi pl Convenience al All interviewees This bank has convenient location understood the scale meaning This bank has many ATMs This bank has many ATMs n ua This bank has convenient location n va fu This bank has convenient hours ll oi m This bank has convenient hours at nh Service Personnel z Employees understand my All interviewees Employees understand my specific needs understood the specific needs scale meaning z ht vb jm k Nguyen Hoang Employees are always All interviewees Employees are always willing to Huong Giang, willing to help understood the help me 32 years old, scale meaning Employees tell exactly when Logistic Staff; However, they Employees tell me exactly when a a service can be provided Nguyen Thi My suggested to add service can be provided Nuong, 26 years Behavior of employees the objective to Behavior of employees instills old, Logistic make the instills confidence confidence to me Staff statement clearer Employees give prompt Employees give me prompt service service om l.c gm n a Lu n va te re Customer Satisfaction y My choice to avail this bank All interviewees My choice to avail this bank Page | 69 service is a wise one t to understood the scale meaning service is a wise one ng hi ep w I did the right thing when I chose this bank for its services I did the right thing when I chose this bank for its services Services of this bank are exactly same what I need Services of this bank are exactly same what I need n lo Social Influence ad I often consult other people to help choose the best alternative available from a product class All interviewees agreed to appoint definitely banking service I frequently gather insteads of the information from other word "products" people about a product to avoid before I buy respondents' I often observe what others confuse are buying and using ju y th yi I often consult other people to help choose the best banking service from various banks pl n ua al Pham Phuong Chi, 24 years old, Pharmaceutical Representative n va I frequently gather information from other people about the banking service I intend to use ll fu oi m I often observe what banking service others are using nh Switching costs at The interviewees To change to another bank suggested to add requires me to invest time in the objective to searching for information about help the other banks respondents To change to another bank perceive the switching cost involves me much effort in deciding which other bank to use clearer z z ht vb k jm To change to another bank involves a risk in choosing another bank which might turn out not to satisfy me n a Lu n All interviewees I not like to change to another Page | 70 y te re Customer Loyalty I not like to change to va To change to another bank All interviewees involves a risk in choosing understood the another bank which might scale meaning turn out not to satisfy me om l.c gm Nguyen Hoang To change to another bank Huong Giang, involves investing time in searching for information 32 years old, Logistic Staff about other banks Nguyen Thi My Nuong, 26 years To change to another bank involves much effort in old, Logistic deciding which other bank Staff to use t to another bank because I value the selected bank understood the scale meaning bank because I value the selected bank ng hi ep w n I am a customer loyal to my bank I am a customer loyal to my bank I would always recommend my bank to someone who seeks my advice I would always recommend my bank to someone who seeks my advice lo ad y th APPENDIX C - QUESTIONNAIRE IN ENGLISH VERSION ju yi Dear Sir/Madam, pl al n ua I am Pham Thi Phuong Thao, a student of the Master of Business Program, University of Economics Ho Chi Minh City I am doing a research on "Determinants of customer loyalty in Vietnam retail banking" For this purpose, I kindly request you to complete this survey Your points of view is very helpful for us to research and help to improve Vietnam banking service in the future Your personal information will be kept confidentially If you have concerns or questions about this study, please contact me with email address: thaochi_9087@yahoo.com.vn, or phone number 0987088978 n va ll fu oi m nh at I Survey: The survey includes pages Please choose one bank that you frequently perform transactions to assess and mark X in the box to show the level of agreement with each survey question
Vietinbank
Vietcombank
BIDV
Agribank
HSBC
ANZ
VIB
EAB
ACB
Eximbank
Techcombank
Others: ………………… You are currently using the service at this bank:
Current accounts
Savings accounts
Loans
Domestic remittance
Overseas remittance
Inward remittance from overseas
Cards
Others:…………………… z z ht vb k jm Disagree Neutral Agree Strongly agree Strongly disagree n y te re I know clearly my bank When talking about banking, I will remember my bank I can recognize my bank among other va n a Lu Survey questionnaire om l.c gm No Page | 71 t to ng hi ep w yi pl n ua al n va 15 ju 14 y th 13 lo 12 n 11 ad 10 banks I can distinguish my bank from other banks Characteristics of my bank could come to me quickly This bank has convenient location This bank has many ATMs This bank has convenient hours Employees understand my specific needs Employees are always willing to help me Employees tell me exactly when a service can be provided Behavior of employees instills confidence to me Employees give me prompt service My choice to avail this bank service is a wise one I did the right thing when I chose this bank for its services Services of this bank are exactly same what I need I often consult other people to help choose the best banking service from various banks I frequently gather information from other people about the banking service I intend to use I often observe what banking service others are using To change to another bank requires me to invest time in searching for information about other banks To change to another bank involves me much effort in deciding which other bank to use To change to another bank involves a risk in choosing another bank which might turn out not to satisfy me I not like to change to another bank because I value the selected bank I am a customer loyal to my bank I would always recommend my bank to someone who seeks my advice ll fu 16 k jm om l.c gm n a Lu n va y te re 25 ht 24 vb 23 z 22 z 21 at 20 nh 19 oi 18 m 17 II General information: Page | 72
Male Sex: t to ng hi ep Carreer:
Student
Worker
Office staff
Business Person Marital status:
Married
Single Age: w
Female Your monthly income:
20million VND
18-24 years old
25-45 years old
> 60 years old
46-60 years old n
Others lo ad QUESTIONNAIRE IN VIETNAMESE VERSION yi APPENDIX D - ju y th Thank you for your contribution pl ua al Xin chào Anh/ Chị, n Tơi tên Phạm Thị Phương Thảo, học viên cao học chương trình đào tạo thạc sĩ Kinh Doanh thuộc trường ðại Học Kinh Tế Tp Hồ Chí Minh Tơi thực nghiên cứu “Những nhân tố ảnh hưởng đến lịng trung thành khách hàng ñối với dịch vụ ngân hàng bán lẻ Việt Nam” Rất mong Anh/Chị dành khoảng 10 phút ñể thực bảng khảo sát Tất quan ñiểm anh chị ñều ñóng góp hữu ích cho chúng tơi thực nghiên cứu giúp ích cho phát triển chất lượng dịch vụ ngân hàng Việt Nam tương lai Thông tin cá nhân Anh/ Chị giữ bí mật hồn tồn Trong q trình thực phiếu khảo sát này, Anh/Chị có thắc mắc nào, xin vui lịng liên lạc với tơi thơng qua địa email: thaochi_9087@yahoo.com.vn số ñiện thoại 0987088978 n va ll fu oi m at nh z z ht vb I Khảo sát: Phiếu khảo sát gồm trang Anh/ chị vui lòng chọn ngân hàng mà Anh/Chị thường xuyên giao dịch ñể thực ñánh giá ñánh dấu X vào vng thể mức độ đồng tình với câu khảo sát
Vietinbank
Vietcombank
BIDV
Agribank
HSBC
ANZ
VIB
ðông Á
ACB
Eximbank
Techcombank
Khác: ………………… Anh/ chị ñang sử dụng dịch vụ ngân hàng này:
Tiền gửi toán
Tiền gửi tiết kiệm
Tiền vay
Chuyển tiền nước
Chuyển tiền nước
Nhận kiều hối
Thẻ
Dịch vụ khác:…………………… k jm om l.c gm n a Lu n va y te re Page | 73 t to ng STT Câu hỏi khảo sát hi ep Tôi biết rõ ngân hàng tơi Khi nói đến ngân hàng, tơi nghĩ đến ngân hàng tơi Tơi dễ dàng nhận ngân hàng tơi ngân hàng khác Tơi có thề dễ dàng phân biệt ngân hàng với ngân hàng khác Tơi nhanh chóng nhớ đặc ñiểm ngân hàng Ngân hàng có vị trí giao dịch thuận tiện Ngân hàng có nhiều máy ATM Ngân hàng có giao dịch thuận tiện Nhân viên ngân hàng hiển rõ nhu cầu Nhân viên ngân hàng sẵn sàng giúp ñỡ Nhân viên ngân hàng thông báo cho xác tơi phục vụ Hành động nhân viên tạo tin tưởng cho Nhân viên phục vụ tơi nhanh chóng Lựa chọn tơi sử dụng dịch vụ ngân hàng sáng suốt Tơi chọn ngân hàng Dịch vụ ngân hàng tơi cần Tơi thường tham khảo ý kiến người khác để chọn ñược dịch vụ tốt ngân hàng Tôi thường tập hợp thông tin từ người trước sử dụng dịch vụ ngân hảng Tôi thường quan sát xem người ñang sử dụng dịch vụ ngân hàng Việc chuyển sang ngân hàng khác làm tơi nhiều thời gian tìm kiếm thơng tin ngân hàng Tôi nhiều công sức ñịnh xem nên chuyển sang ngân hàng khác Khi chuyển sang ngân hàng khác, gặp rủi ro ngân hàng không làm hài long Tơi khơng thích chuyển sang ngân hàng khác tơi ñánh giá cao ngân hàng ñã chọn Tôi trung thành với ngân hàng Tôi giới thiệu ngân hàng cho cần tư vấn w 10 11 12 13 14 15 16 yi pl n ua al n va ll fu oi m at nh z z ht vb k jm om l.c gm n n va y te re II Thông tin chung: Giới tính:
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20 triệu ñồng t to Xin chân thành cảm ơn đóng góp Anh/Chị ng hi APPENDIX E – RESEARCH RESULTS ep Figure – Scatterplot w n lo ad ju y th yi pl n ua al n va ll fu oi m at nh z z ht vb k jm om l.c gm n a Lu n va y te re Page | 75 Figure – Histogram t to ng hi ep w n lo ad ju y th yi pl n ua al n va ll fu oi m at nh z z ht vb k jm om l.c gm n a Lu n va y te re Page | 76