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MINISTRY OF EDUCATION AND TRAINING UNIVERSITY OF ECONOMICS HO CHI MINH CITY t to // - ng hi ep DO CONG BIEN w n lo ad ju y th yi pl THE IMPACT OF BANK SERVICE QUALITY ON ua al CUSTOMER LOYALTY n va n A STUDY OF BANKS IN HO CHI MINH CITY ll fu oi m at nh z z ht vb jm MASTER OF BUSINESS ADMINISTRATION THESIS k om l.c gm n a Lu n va y te re Ho Chi Minh City – 2011 MINISTRY OF EDUCATION AND TRAINING UNIVERSITY OF ECONOMICS HO CHI MINH CITY -// - t to ng hi ep w DO CONG BIEN n lo ad ju y th yi pl THE IMPACT OF BANK SERVICE QUALITY ON ua al CUSTOMER LOYALTY n va n A STUDY OF BANKS IN HO CHI MINH CITY ll fu oi m at nh z Major : Business Administration Major Code : 60.34.05 z ht vb k jm gm n a Lu Supervisor: PROF DR NGUYEN DONG PHONG om l.c MASTER OF BUSINESS ADMINISTRATION THESIS n va y te re Ho Chi Minh City – 2011 ACKNOWLEDGEMENT t to ng hi First and foremost, I would like to thanks to my supervisor Prof Dr Nguyen Dong ep Phong for his guidance, encouragement and excellent advice throughout this research study w n lo I would like to express my heartfelt gratitude and deepest appreciation to Dr Tran ad Ha Minh Quan for his precious guidance, share of experience, and highly valuable y th ju suggestions for this research as well during the MBA course yi pl I would like to especially express my thanks to Lecturer Mr Dang Huu Phuc for his ua al supports and instructions in analyzing data of my thesis n Much appreciation goes to all lecturers at Faculty of Business Administration and va n Postgraduate Faculty, University of Economics Ho Chi Minh City for their fu ll expertise in providing me continuous learning process that greatly enriched my oi m knowledge nh at I would like to thank to all my classmates, my friends for their supports and z encouragement z vb ht Last but not least, I would like to take this opportunity to express my profound k jm gratitude to my beloved parents for being patience and never failed giving me om l.c gm continuous supports n a Lu n va y te re i ABSTRACT t to The purpose of this research is to assess bank service quality in Vietnam based on ng hi perceptions and experiences of customers, to find the linkage between bank service ep quality attributes, customer satisfaction and customer loyalty in retail banking sector w This research sought to identify the most important attributes in banking settings, which n lo may be used to review characteristics of the banks as experienced by customers In ad Vietnam, no study has yet investigated the above mentioned interrelationship; this y th research is to fill this gap ju yi Based on the BSQ (bank service quality) model suggested by Bahia and Nantel (2000), pl ua al six main dimensions (effectiveness and assurance, access, price, tangibles, service n portfolio, and reliability) were used to find out the relationship among bank service n va quality, customer satisfaction, and customer loyalty All the data were collected through ll fu questionnaires; the sample size of 246 retail banking customers was drawn from oi m different banks in Ho Chi Minh City Descriptive statistical approach, multiple linear nh regression, Anova were then used to describe and analyze these six dimensions and take at them into the involvement with customer satisfaction and loyalty z z The results show that four bank service quality attributes (effectiveness and assurance, vb ht access, price, service portfolio) are positively related to customer satisfaction and jm customer satisfaction is positive related to customer loyalty Access demonstrates the k gm highest positive correlation with customer satisfaction while two remaining attributes om l.c (tangibles and reliability) are not positively related to customer satisfaction This study was one of the first ones using BSQ model to test bank service quality in retail a Lu banking section in Vietnam This study also suggests that BSQ (bank service quality) is a n y ii te re and assurance, access, price, tangibles, service portfolio, and reliability n Keywords: bank service quality, customer satisfaction, customer loyalty, effectiveness va suitable instrument for measuring the bank service quality in the Vietnamese context t to CONTENTS ng hi ep Acknowledgement …………………………………………………………… i Abstract ……………………………………………………………………… ii iii Lists of Tables ………………………………………………………………… vi Lists of Figures ……………………………………………………………… vii w Contents ……………………………………………………………………… n lo ad y th CHAPTER 1: INTRODUCTION ………………………………………… ju 1.2 Problem statement and research questions……………………………… yi 1.1 Research background …………………………………………………… pl al 1.4 Research scope …………………………………………………………… 1.5 Conceptual framework …………………………………………………… n ua 1.3 Research purposes ……………………………………………………… n va fu 1.6 Significance of the study ………………………………………………… ll m 1.8 Summary ………………………………………………………………… oi 1.7 Thesis structure …………………………………………………………… at nh CHAPTER 2: LITERATURE REVIEW ………………………………… z z 2.2 Bank service quality ……………………………………………………… ht vb 2.1 Introduction ……………………………………………………………… jm 2.2 Service quality attributes ………………………………………… 11 k 2.2.1 Service quality concept …………………………………………… 2.2.4 Service quality attributes of retail banking ………………………… 16 2.3 Customer satisfaction …………………………………………………… 20 2.4 Customer loyalty ………………………………………………………… 22 n 2.5 Relationships between service quality, customer satisfaction and loyalty 25 2.6 The research model and hypotheses…………………………………… 29 2.6.1 The research model ………………………………………………… 29 2.6.2 Hypotheses ………………………………………………………… 29 l.c 14 om gm 2.2.3 Critique of SERVQUAL …………………………………………… a Lu n va y te re iii t to ng hi ep 31 CHAPTER 3: RESEARCH METHODOLOGY ………………………… 32 3.1 Introduction ……………………………………………………………… 32 3.2 Research design ………………………………………………………… 32 3.3 Research process ………………………………………………………… 32 2.7 Summary ………………………………………………………………… w n 3.4 Measurement scales……………… ……………………………………… 33 lo 35 3.6 Data analysis method …………………………………………………… 36 3.7 Summary ………………………………………………………………… 37 ad 3.5 Sample size and data collection procedures ……………………………… ju y th yi 38 4.1 Introduction ……………………………………………………………… 38 4.2 General characteristics of the sample …………………………………… 38 pl CHAPTER 4: DATA ANALYSIS AND RESULTS ……………………… n ua al va 39 4.4 Exploratory factor analysis ……………………………………………… 40 4.4.1 Factor analysis for bank service quality attributes ………………… 40 4.4.2 Factor analysis for customer loyalty variable ……………………… 43 n 4.3 Cronbach alpha reliability analysis ……………………………………… ll fu oi m at nh 4.5 Multiple linear regression ………………………………………………… 44 z z 4.5.1 Customer satisfaction and bank service quality …………………… vb ht 4.5.2 Customer loyalty and customer satisfaction ……………………… jm 4.6 Hypotheses assessment and discussion ………………………………… 44 46 48 k 51 4.7.1 In the aspect of age with customer satisfaction …………………… 51 4.7.2 In the aspect of income with customer satisfaction ……………… 52 om l.c gm 4.7 ANOVA analysis ………………………………………………………… 53 CHAPTER 5: CONCLUSIONS AND IMPLICATIONS ……………… 54 n a Lu 4.8 Summary ………………………………………………………………… 54 5.3 Managerial implications ………………………………………………… 55 5.3.1 Customer satisfaction… …………………………………………… 56 iv y 5.2 Conclusions ……………………………………………………………… te re 54 n va 5.1 Introduction ……………………………………………………………… 56 5.3.3 Effectiveness and assurance ……………………………………… 56 5.3.4 Price ………………………………………………………………… 57 5.3.5 Service portfolio …………………………………………………… 58 5.4 Limitations ……………………………………………………………… 59 t to 5.3.2 Access ……………………………………………………………… ng hi ep w n 5.5 Recommendations for future research …………………………………… 59 lo 59 REFERENCES ……………………………………………………………… 61 APPENDIX 1: Overview of retail banking sector in Vietnam …………… 65 ad 5.6 Summary ………………………………………………………………… ju y th yi 66 APPENDIX 3: Questionnaires ……………………………………………… 74 pl APPENDIX 2: Data analysis ……………………………………………… 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 v LISTS OF TABLES 14 Table 2.2 The definition of five services quality attributes …………… 19 Table 3.1 The main measurement scales of the research……………… 34 Table 4.1 Personal Profile of Respondents …………………………… 38 Table 4.2 Cronbach’s Alpha results for main survey …………………… 39 ad KMO and Bartlett’s Test (Bank service quality) …………… 41 ng The definition of five services quality attributes …………… n t to Table 2.1 hi ep w lo Table 4.3 y th Table 4.4 Total variance explained (Bank service quality) …………… 41 ju 42 Table 4.6 KMO and Bartlett’s Test (Customer loyalty) ………………… 43 Table 4.7 Total variance explained (Customer loyalty) ………………… Table 4.8 Component matrix (Customer loyalty) ……………………… 44 Table 4.9 Model summary (Customer satisfaction) …………………… 45 Table 4.10 ANOVA (Customer satisfaction) …………………………… 45 Table 4.11 Coefficients (Customer satisfaction) ………………………… 46 yi EFA rotated component matrix (Bank service quality) ……… Table 4.5 pl al n ua 44 n va ll fu oi m nh 47 Table 4.13 ANOVA (Customer loyalty) ………………………………… 47 at Table 4.12 Model summary (Customer loyalty) ………………………… z z Table 4.14 Coefficients (Customer loyalty) ……………………………… ht vb 47 50 Table 4.16 Descriptive of age on customer satisfaction ………………… 51 k jm Table 4.15 Results of hypotheses test ……………………………… gm 51 Table 4.18 Descriptive of income (Customer satisfaction) ……………… 52 om l.c Table 4.17 ANOVA (Age and customer satisfaction) …………………… Table 4.19 ANOVA (Income and Customer satisfaction) ……………… 52 n a Lu n va y te re vi LISTS OF FIGURES t to Figure 1.1 ng hi ep Figure 2.1 w n Figure 2.2 lo ad The conceptual model of service quality by Parasunaman et al (1985) …………………………………………………… The research model of service quality, customer satisfaction and service loyalty by Caruana (2002) ……………………… Research model ……………………………………………… Research process …………………………………………… 10 27 29 33 ju y th Figure 2.3 Figure 3.1 The conceptual model of the performance of service quality attributes, customer satisfaction and customer loyalty adopted from Caruana (2002) and Cronin et al (2000)……………… 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 vii CHAPTER 1: INTRODUCTION t to 1.1 Research background ng hi Within the last two decades, service quality has become an interesting topic in the ep industrial world, especially in the service industries The key to success in winning w the global competition now and in the future is to have a high quality service High n lo quality of service is believed to influence over customer satisfaction, and ad furthermore customer satisfaction will impact on customer loyalty Therefore, the y th importance of service quality, customer satisfaction seems justified to the survival ju yi of service firms, including the banking firms in terms of retaining customer’s pl continuation to business al n ua Many empirical researches in various sectors of service industry such as banking, n va hotel, telecommunication, insurance, finance leasing, workshops, car rental and ll fu leasing, and other financial companies have been conducted to find out the main oi m factors that determine service quality Service quality has always been the main study for retail banking in a very competitive environment today in which a lot of nh at banks are available for customers to choose from However, we need to learn z further the important factors that enable banks to attract and retain their customers z vb Banks seeking strong competition in the future need to develop new ideas to k jm ht improve good relationships with their customers gm The retail banking sector of Vietnam is expected to have one of the highest growth l.c rates in Asia area market during the next few years because the country’s continues om economic expansion, increasingly household incomes, abundant resources and an Lu relatively low penetration of existing banking services Over the past two decades, the Vietnamese government has undertaken a series of reforms to strengthen and ongoing efforts to adopt international standards Some important reforms include a ey motivated by Vietnam’s growing participation in international agreements and t re more open and market-oriented economy Many of these reforms have also been n va modernize the banking system as part of the country’s trend of moving towards a t to APPENDIX 1: Overview of retail banking sector in Vietnam ng hi Table 1.1: Vietnamese Banking Sector ep Joint Stock Commercial Banks (JSCB) State-Owned Commercial Banks (SOCB) w Bank for Agriculture and Rural Development (Agribank) Mekong Housing Bank (MHB) 100% Government Owned Vietnam Bank for Social Policies Bank for Investment and Development (BIDV) Bank for Foreign Trade (Vietcombank) Partially Equitized Industrial and Commercial Bank (Vietinbank) Joint Venture Banks Vietnamese and JV Bank Name Foreign JV Bank Partners Vietinbank & Cathay Indovina Bank United Bank (Taiwan) Agribank & Siam VinaSiam Bank Commercial Bank (Thailand) Vietcombank & First Shinhanvina Bank Bank Korea (Korea) BIDV and Public Bank VID Public Bank (Hongkong) BIDV & VTB Bank Vietnam-Russia JV (Russia) Source: cited from Asia Focus, 2011 n lo ad 37 banks, including: Asia Commercial Bank (ACB) Techcombank Sacombank … ju y th yi pl n ua al n va Wholly Foreign-Owned Banks ll fu oi m HSBC at nh Standard Chartered Bank z z ht vb ANZ Bank k jm Shinhan Bank Hong Leong Bank om l.c gm an Lu n va ey t re 65 APPENDIX 2: Data analysis t to Figure 4.1: Bar chart of Age ng hi ep w n lo ad ju y th yi pl n ua al n va ll fu oi m Figure 4.2: Bar chart of Income at nh z z k jm ht vb om l.c gm an Lu n va ey t re 66 Figure 4.3: EFA Scree Plot 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 Table 4.20: Descriptive statistic Minimum Maximum z Statistic Statistic Statistic Statistic k Std Deviation Variance Statistic Statistic 0.84101 0.84771 1.06373 0.82948 1.02257 1.02203 0.94680 0.95657 om l.c gm 0.707 0.719 1.132 0.688 1.046 1.045 0.896 0.915 an Lu 246 5.0654 5.7530 4.7205 5.3293 5.0768 5.1402 5.3313 5.4268 jm 7.00 7.00 7.00 7.00 7.00 7.00 7.00 7.00 ht 2.86 2.00 2.50 2.40 2.00 1.00 2.50 3.00 Std Error 0.05362 0.05405 0.06782 0.05289 0.06520 0.06516 0.06037 0.06099 vb 246 246 246 246 246 246 246 246 Mean z AFFASS ACCESS PRICES TANGIBLES PORTFO RELI LOYAL SATIS Valid N (listwise) N n va ey t re 67 Table 4.21: Correlations of Variables t to M_EFF M_ACC ng hi ep M_POR 555(**) 561(**) 510(**) 446(**) 698(**) 630(**) 000 246 000 246 000 246 000 246 000 246 000 246 475(**) 588(**) 499(**) 440(**) 686(**) 634(**) 000 246 000 246 000 246 000 246 000 246 000 246 509(**) 394(**) 345(**) 603(**) 499(**) 246 000 246 000 246 000 246 000 246 000 246 509(**) w M_TAN M_RELI M_LOYAL SATIS n lo ad 566(**) 438(**) 595(**) 544(**) 246 000 246 000 246 000 246 000 246 394(**) 566(**) 464(**) 596(**) 525(**) 000 246 000 246 246 000 246 000 246 000 246 345(**) 438(**) 464(**) 480(**) 421(**) 000 246 000 246 000 246 246 000 246 000 246 603(**) 595(**) 596(**) 480(**) 864(**) 000 246 000 246 000 246 246 000 246 499(**) 544(**) 525(**) 421(**) 864(**) 000 246 000 246 000 246 000 246 000 246 246 ju y th 000 246 yi pl n ua al n va ll fu 000 246 oi m at nh Pearson 650(**) Correlation M_EFF 000 Sig (2-tailed) 246 246 N Pearson 650(**) Correlation M_ACC 000 Sig (2-tailed) 246 246 N Pearson 555(**) 475(**) Correlation M_PRI 000 000 Sig (2-tailed) 246 246 N Pearson 561(**) 588(**) Correlation M_TAN 000 000 Sig (2-tailed) 246 246 N Pearson 510(**) 499(**) Correlation M_POR 000 000 Sig (2-tailed) 246 246 N Pearson 446(**) 440(**) Correlation M_RELI 000 000 Sig (2-tailed) 246 246 N Pearson 698(**) 686(**) Correlation M_LOYA 000 000 L Sig (2-tailed) 246 246 N Pearson 630(**) 634(**) Correlation SATIS 000 000 Sig (2-tailed) 246 246 N ** Correlation is significant at the 0.01 level (2-tailed) M_PRI z z k jm ht vb om l.c gm an Lu n va ey t re 68 Figure 4.4: Histogram of Customer Satisfaction t to ng hi ep w n lo ad ju y th yi pl n ua al n va ll fu oi m Figure 4.5: Normal P-P Plot of Customer Satisfaction at nh z z k jm ht vb om l.c gm an Lu n va ey t re 69 Figure 4.6: Scatter Plot of Customer Satisfaction t to ng hi ep w n lo ad ju y th yi pl n ua al n va Figure 4.7: Histogram of Customer Loyalty ll fu oi m at nh z z k jm ht vb om l.c gm an Lu n va ey t re 70 Figure 4.8: Normal P-P Plot of Customer Loyalty t to ng hi ep w n lo ad ju y th yi pl n ua al n va ll fu oi m Figure 4.9: Scatter Plot of Customer Loyalty at nh z z k jm ht vb om l.c gm an Lu n va ey t re 71 Table 4.22: Multiple Comparisons (Age and Customer satisfaction) t to ng I)PART1A1 J)PART1A1 hi ep 26-35 36-45 Over 45 18-25 26-35 36-45 Over 45 LSD 18-25 36-45 26-35 Over 45 18-25 Over 45 26-35 36-45 26-35 18-25 36-45 Over 45 18-25 26-35 36-45 Over 45 Tamhane 18-25 36-45 26-35 Over 45 18-25 Over 45 26-35 36-45 * The mean difference is significant at the 0.05 level Mean Difference (IJ) Std Error 0.51247(*) 0.21739 -0.18261 -0.51247(*) -0.29508(*) -0.69508(*) -0.21739 0.29508(*) -0.40000 0.18261 0.69508(*) 0.40000 0.51247(*) 0.21739 -0.18261 -0.51247(*) -0.29508 -0.69508 -0.21739 0.29508 -0.40000 0.18261 0.69508 0.40000 0.16098 0.18370 0.24921 0.16098 0.14840 0.22446 0.18370 0.14840 0.24127 0.24921 0.22446 0.24127 0.17530 0.18181 0.31143 0.17530 0.12699 0.28295 0.18181 0.12699 0.28703 0.31143 0.28295 0.28703 18-25 Sig w n lo ad ju y th yi pl n ua al n va ll fu oi m 0.002 0.238 0.464 0.002 0.048 0.002 0.238 0.048 0.099 0.464 0.002 0.099 0.027 0.800 0.993 0.027 0.123 0.125 0.800 0.123 0.688 0.993 0.125 0.688 95% Confidence Interval Lower Upper Bound Bound 0.1954 0.8296 -0.1445 0.5792 -0.6735 0.3083 -0.8296 -0.1954 -0.5874 -0.0028 -1.1372 -0.2529 -0.5792 0.1445 0.0028 0.5874 -0.8753 0.0753 -0.3083 0.6735 0.2529 1.1372 -0.0753 0.8753 0.0383 0.9866 -0.2735 0.7083 -1.0558 0.6906 -0.9866 -0.0383 -0.6341 0.0439 -1.5101 0.1199 -0.7083 0.2735 -0.0439 0.6341 -1.2227 0.4227 -0.6906 1.0558 -0.1199 1.5101 -0.4227 1.2227 at nh z z k jm ht vb om l.c gm an Lu n va ey t re 72 Table 4.23: Multiple Comparisons (Income; Customer Satisfaction) t to ng I)PART1E1 J)PART1E1 ep 5,000,000-10,000,000 VND 10,000,000-20,000,000 VND Std Error Sig 95% Confidence Interval Lower Upper Bound Bound w 0.04318 0.17184 0.802 -0.2953 0.3817 -0.14722 0.18353 0.423 -0.5087 0.2143 -0.80000(*) 0.24030 0.001 -1.2733 -0.3267 < 5,000,000 VND -0.04318 0.17184 0.802 -0.3817 0.2953 10,000,000-20,000,000 VND -0.19040 0.14108 0.178 -0.4683 0.0875 -0.84318(*) 0.20968 0.000 -1.2562 -0.4302 < 5,000,000 VND 0.14722 0.18353 0.423 -0.2143 0.5087 5,000,000-10,000,000 VND 0.19040 0.14108 0.178 -0.0875 0.4683 -0.65278(*) 0.21936 0.003 -1.0849 -0.2207 0.80000(*) 0.24030 0.001 0.3267 1.2733 0.84318(*) 0.20968 0.000 0.4302 1.2562 0.65278(*) 0.21936 0.003 0.2207 1.0849 0.04318 0.19441 1.000 -0.4870 0.5733 -0.14722 0.20354 0.978 -0.6996 0.4052 0.29453 0.054 -1.6086 0.0086 0.19441 1.000 -0.5733 0.4870 0.12918 0.603 -0.5348 0.1540 jm hi < 5,000,000 VND Mean Difference (I-J) 0.012 -1.5467 -0.1396 0.978 -0.4052 0.6996 > 20,000,000 VND n lo ad y th 5,000,00010,000,000 VND > 20,000,000 VND ju LSD yi pl ua al 10,000,00020,000,000 VND > 20,000,000 VND n > 20,000,000 VND n va < 5,000,000 VND ll fu 5,000,000-10,000,000 VND 10,000,000-20,000,000 VND 5,000,000-10,000,000 VND 10,000,000-20,000,000 VND oi m at nh < 5,000,000 VND > 20,000,000 VND -0.80000 z z -0.04318 10,000,000-20,000,000 VND -0.19040 ht 0.24901 < 5,000,000 VND 0.14722 0.20354 5,000,000-10,000,000 VND 0.19040 0.12918 0.603 -0.1540 0.5348 > 20,000,000 VND -0.65278 0.25621 0.092 -1.3713 0.0658 < 5,000,000 VND 0.80000 0.29453 0.054 -0.0086 1.6086 0.84318(*) 0.24901 0.012 0.1396 1.5467 0.65278 0.25621 0.092 -0.0658 va k -0.84318(*) l.c > 20,000,000 VND vb 5,000,00010,000,000 VND < 5,000,000 VND Tamhane om an Lu 1.3713 n ey t re 5,000,000-10,000,000 VND 10,000,000-20,000,000 VND * The mean difference is significant at the 0.05 level > 20,000,000 VND gm 10,000,00020,000,000 VND 73 APPENDIX 3: Questionnaires t to QUESTIONNAIRE ON THE SERVICE QUALITY IN BANKING ng hi ep Dear respondents, We are a research group at University of Economics Ho Chi Minh City, Vietnam We are now conducting a research study on banking service quality in Vietnam We would be very grateful if you could take a few minutes to fill in this questionnaire carefully and please not leave any questions unanswered This questionnaire is anonymous and no personal detail is required Your feedback is very important and your answers will be kept in strict confidentiality Thank you very much for your kind assistance and cooperation! … Date : ……………………………… w n lo ad ju y th yi PART I Please answer the following questions by ticking into the MOST APPROPRIATE box: A Age 18-25 26-35 36-45 Over 45 B Gender: Male Female C Education background: High school or less Bachelor’s degree Post Graduate Others (please specify): ………………………………… D Position/Occupation: Student Staff/Executive Leader/Manager/Director Other (please specify): ……………………………… E Income per month (VND): Lower 5,000,000 5,000,000 – Lower 10,000,000 10,000,000 – Lower 20,000,000 Over 20,000,000 pl n ua al n va ll fu oi m at nh z z k jm ht vb om l.c gm an Lu PART II In which bank you usually use and/or experience its (their) banking services? ……………………………………………………………………………………………………… ……………………………………………………………………………………………………… Please answer the following questions by circling the MOST APPROPRIATE number, based on “1” to “7” scale in which “1” indicates “Strongly disagree” and “7” as “Strongly agree” n va Employees of this bank instill confidence into you 74 ey t re = strongly DISAGREE … = strongly AGREE Statements 7 The personnel of this bank are well-trained There is no delay due to bureaucratic factors and procedures in this bank 7 7 7 7 7 z t to n Employees of this bank give you recognition of a regular client Employees of this bank carry out your transactions confidentially ng hi ep w lo You feel safe in your transaction in this bank ad This bank has a good reputation y th ju This bank has an adequate number of ATMs yi pl This bank uses modern equipment ua al 10 This bank has sufficient number of open tellers n va 11 Waiting is not too long in this bank n fu ll 12 This bank contacts you every time it is useful oi m 13 This bank has good explanations of service fees nh at z 17 Facilities of this bank are clean k 18 Facilities of this bank are decorated sufficiently 19 This bank has new facilities and new offices 20 This bank has an efficacious work environment an Lu 21 This bank has the complete gamut of services 6 7 om l.c gm va jm 16 Account statements of this bank are precise ht vb 14 This bank has reasonable fees for the administration of the accounts 15 This bank keeps you informed every time that a better solution appears for a problem n ey 75 t re 22 The range of services is consistent with the latest innovation in banking services in this bank 23 This bank has many suitable kinds of services for you to choose t to 24 This bank provides you error-free services 25 The filing systems of this bank are precise ng hi ep PART III The following statement relates to your feeling about your bank that you usually use or experience its banking services Please respond by circling the number which best reflects your own perception w n lo = very UNSATISFIED … = very SATISFIED ad Statement y th My feeling towards this bank’s services can be described as: ju yi PART IV Based on your overall experience you get from your bank that you usually use or experience its banking services, please indicate how likely you are to take the following actions Circle the number which best reflects your likelihood of taking each action: pl n ua al va = Not at all LIKELY … = Extremely LIKELY How likely are you to n fu Say positive things about this bank to other people 7 7 ll m oi Intend to continue doing business with this bank nh at Encourage friends and relatives to business with this bank z z Try to use this bank every time I need banking services THANK YOU VERY MUCH FOR YOUR COOPERATION! k jm ht vb om l.c gm an Lu n va ey t re 76 BẢNG CÂU HỎI THU THẬP THÔNG TIN t to VỀ CHẤT LƯỢNG DỊCH VỤ NGÂN HÀNG ng hi ep Chào Anh/chị, Chúng nhóm nghiên cứu thuộc Trường Đại học Kinh Tế Thành phố Hồ Chí Minh, khoa Sau đại học Hiện nay, tiến hành điều tra nhằm phục vụ việc nghiên cứu chất lượng dịch vụ ngân hàng Việt Nam Kính mong Anh/chị dành chút thời gian để trả lời cho số câu hỏi Tất ý kiến Anh/chị có giá trị cho nghiên cứu Chúng xin đảm bảo thông tin Anh/chị cung cấp giữ bí mật sử dụng cho mục đích nghiên cứu Chúng chân thành cảm ơn giúp đỡ hợp tác Anh/chị cho nghiên cứu chúng tôi! … Ngày thực : ……………………………… w n lo ad y th ju PHẦN I: Anh/chị vui lòng cho biết số thông tin cá nhân sau cách đánh dấu vào thích hợp: A Tuổi 18-25 tuổi 26-35 tuổi 36-45 tuổi Trên 45 tuổi B Giới tính: Nam Nữ C Trình độ học vấn: Phổ thông trung học Đại học Sau đại học Khác (vui lịng ghi rõ): ……………………………… D Vị trí cơng việc: Sinh viên Nhân viên Trưởng nhóm/Trưởng phịng/Giám đốc Khác (vui lịng ghi rõ): ……………………………… E Thu nhập hàng tháng (VNĐ): Dưới 5.000.000 đồng 5.000.000 – 10.000.000 đồng 10.000.000 – 20.000.000 đồng Trên 20.000.000 đồng yi pl n ua al n va ll fu oi m at nh z z k jm ht vb l.c gm om PHẦN II: Anh/Chị cho biết tên Ngân hàng mà Anh/chị thường xuyên sử dụng nhất: ………… Sau số nhận định liên quan đến Ngân hàng mà Anh/chị sử dụng dịch vụ Vui lòng cho biết mức độ phù hợp cho nhận định theo thang điểm từ đến 7: 1- Hồn tồn khơng đồng ý 2- Không đồng ý 3- Hơi không đồng ý 4- Trung dung 5- Hơi đồng ý 6- Đồng ý 7- Hồn tồn đồng ý Xin khoanh trịn số thích hợp cho nhận định sau: an Lu n va ey t re 77 ng hi ep w n MỨC ĐỘ ĐỒNG Ý lo ju y th ad 5 7 7 7 7 7 7 7 7 yi om t to CÁC NHẬN ĐỊNH Nhân viên ngân hàng làm Anh/chị cảm thấy tin tưởng Nhân viên ngân hàng làm cho Anh/chị cảm thấy Anh/chị khách hàng thân thiết Nhân viên ngân hàng thực giao dịch cho Anh/chị cách cẩn mật Nhân viên ngân hàng huấn luyện đào tạo tốt Không có trì trệ, chậm trễ thủ tục phiền hà ngân hàng Anh/chị cảm thấy an toàn giao dịch ngân hàng pl Đây ngân hàng có danh tiếng al n ua Ngân hàng có hệ thống máy ATM rộng khắp va Ngân hàng sử dụng trang thiết bị đại n ll fu 10 Ngân hàng có đủ số lượng nhân viên giao dịch quầy 11 Việc chờ đợi để đến lượt phục vụ không lâu ngân hàng 12 Liên hệ với Anh/chị có thơng tin hữu ích dịch vụ cung cấp 13 Ngân hàng có biểu phí chi tiết giải thích rõ ràng phí dịch vụ 14 Các loại phí quản lý trì tài khoản ngân hàng hợp lý 15 Thông tin cho Anh/chị có phương án giải cho vấn đề Anh/chị 16 Các kê giao dịch (và/hoặc bảng cân đối tài khoản) ngân hàng xác oi m at nh z z 2 ht vb 1 3 5 20 Ngân hàng có mơi trường làm việc hiệu qủa 21 Ngân hàng có đầy đủ loại dịch vụ theo yêu cầu l.c gm an Lu 7 7 n va ey t re 78 k 18 Cơ sở vật chất, trang thiết bị ngân hàng bố trí hợp lý 19 Ngân hàng sử dụng trang thiết bị ln làm văn phịng giao dịch jm 17 Ngân hàng có sở vật chất t to ng hi ep w 22 Các dịch vụ ngân hàng bắt kịp thay đổi ngành ngân hàng 23 Ngân hàng có nhiều loại hình dịch vụ phù hợp cho đối tượng sử dụng 24 Ngân hàng cung cấp dịch vụ khơng sai sót 25 Hệ thống lưu trữ hồ sơ khách hàng ngân hàng có độ xác cao 7 7 n lo ad PHẦN III: Nhận định sau liên quan đến cảm nhận Anh/chị ngân hàng Anh/chị liên hệ hay dịch vụ Ngân hàng mà Anh/chị sử dụng Anh/chị vui lịng khoanh trịn số thích hợp mà phản ánh cảm nghĩ Anh/chị theo thang điểm từ đến 7: 1- Rất không thỏa mãn 2- Không thỏa mãn 3- Hơi không thỏa mãn 4- Trung dung 5- Hơi thỏa mãn 6- Thoả mãn 7- Rất thỏa mãn ju y th yi pl n ua al n va MỨC ĐỘ THỎA MÃN ll fu NHẬN ĐỊNH Cảm nhận Anh/chị dịch vụ Ngân hàng đánh giá là: oi m at nh PHẦN IV: Dựa trải nghiệm Anh/chị sử dụng dịch vụ Ngân hàng mà Anh/chị giao dịch, vui lòng cho biết mức độ ủng hộ Anh/chị hành động theo thang điểm từ đến 7: 1- Hồn tồn khơng ủng hộ 2- Khơng ủng hộ 3- Hơi không ủng hộ 4- Trung dung 5- Hơi ủng hộ 6- Ủng hộ 7- Hoàn toàn ủng hộ Xin khoanh trịn số thích hợp cho hành động sau: z z k jm ht vb l.c gm MỨC ĐỘ ỦNG HỘ om ANH/CHỊ SẼ HÀNH ĐỘNG NHƯ THẾ NÀO? Nói cho người khác biết điểm tốt ngân hàng Muốn tiếp tục giao dịch hợp tác với ngân hàng Khuyến khích bạn bè người thân giao dịch với ngân hàng Mỗi cần dịch vụ ngân hàng, Anh/chị cố gắng sử dụng dịch vụ ngân hàng 7 n va ey t re MỘT LẦN NỮA, CHÂN THÀNH CẢM ƠN SỰ HỢP TÁC CỦA ANH/CHỊ ! 79 an Lu
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