(Luận văn) the customer’s satisfaction in ho chi minh city branch of commercial bank for investment and development of vietnam joint stock company (bidv hcm)

t to ng UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business hi ep w n lo ad ju y th yi pl n ua al TRAN NGOC LAN n va THE CUSTOMER’S SATISFACTION IN HO CHI MINH CITY BRANCH OF COMMERCIAL BANK FOR INVESTMENT AND DEVELOPMENT OF VIETNAM JOINT STOCK COMPANY (BIDV HCMC) ll fu oi m at nh z z k jm ht vb om l.c gm n a Lu MASTER OF BUSINESS ADMINISTRATION n va y te re th Ho Chi Minh City – Year 2019 t to ng UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business hi ep w n lo ad ju y th yi pl n ua al TRAN NGOC LAN va n THE CUSTOMER’S SATISFACTION IN HO CHI MINH CITY BRANCH OF COMMERCIAL BANK FOR INVESTMENT AND DEVELOPMENT OF VIETNAM JOINT STOCK COMPANY (BIDV HCMC) ll fu oi m at nh z z k jm ht vb gm om l.c MASTER OF BUSINESS ADMINISTRATION n a Lu SUPERVISOR: PROF TRAN HA MINH QUAN n va te re y Ho Chi Minh City – Year 2019 th t to EXCUTIVE SUMMARY ng hi Nowadays, in the context of the economic environment, the competition among ep the commercial banks in Vietnam to increase their scale as well as their profits is w n unavoidable According to Vyas V and Raitani S (2014), there are many elements lo ad that affect to the switching of customers ‘behavior when they work with the banks y th ju One of the most important elements is the customer satisfaction Therefore, the yi pl commercial banks now will focus on developing the products; improve the quality al n ua of services so that they can please their customers, increase the level of customers’ n va loyalty fu ll The primary research and the secondary research will be used in this report so that m oi we can analyze and conduct the results about how the customer’s satisfaction nh at effect on the loan scale in Ho Chi Minh City Branch of Commercial Bank for z z Investment and Development of Vietnam After researching, the information and ht vb k jm data will be used so that we can give some recommendations about what the gm managers as well as the board of director of Ho Chi Minh City Branch of om l.c Commercial Bank for Investment and Development of Vietnam should to improve their customer satisfaction in order to increase the loan scale, achieve a Lu n more profits and complete the assigned business plan in this year as well as the n va following years y te re th t to ng hi ACKNOWLEDGEMENTS ep I would like to acknowledge all people who supported me during the time I w n studied in ISB Without them, I could not be here today lo ad I would like to thank all my lovely friends, my sweet colleagues and my dearest y th ju classmates at ISB and BIDV for helping me complete the program yi pl I also would like to thank my best supervisor - Professor Tran Ha Minh Quan for al n ua supporting me, give me many advices, and guidance me through the time of n va making this report I would not complete this report without his helping fu ll Especially, I would like to send my sincere thankfulness to my parents and my m oi husband for their encouragements and supports at nh 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 EXCUTIVE SUMMARY hi ep ACKNOWLEDGE I INTRODUCTION w The company background n lo The structure ad II PROBLEM CONTEXT y th ju The reducing in loan scale of Bank for Investment and Development of Vietnam – Ho Chi Minh City Branch (BIDV HCMC) yi pl The customer’s satisfaction in Bank for Investment and Development of Vietnam – Ho Chi Minh City Branch (BIDV HCMC) ua al PROBLEM IDENTIFICATION n III n va Interest Rates oi m Security and privacy ll fu Inexperience and untrained employees Late in processing loan disbursements at CAUSE VALIDATION n va ACTION PLAN n VI a Lu  Final solution om Solution l.c Solution gm RECOMMENDATION AND SOLUTION k V jm Inexperience and untrained employees ht Late in processing loan disbursements vb Security and privacy z Interest Rates z IV nh Cause – Effect Map te re CONCLUSION y REFERENCE th APPENDIX t to I INTRODUCTION ng hi The company background ep Joint Stock Commercial Bank for Investment and Development of Vietnam was w n lo established on April 26, 1957 as Vietnam Construction Bank Over 60 years of ad ju y th construction and growth with two name changes and added functions and duties, Joint Stock Commercial Bank for Investment and Development of Vietnam has yi pl ua al always successfully completed the tasks corresponding to each stage of n development of the country and achieves many honors as well as noble rewards n va such as Independent Medal I, oi m at nh in the renovation period, ll fu Labor Medal I, The Labor Hero z Ho Chi Minh City Branch of Commercial Bank for Investment and Development z vb of Vietnam, which was established in 1976, is one of the largest branches in the jm ht Bank for Investment and Development of Vietnam system with a total assets of k gm VND 10,000 billion and a number of staff is nearly 300 people l.c om After 40 years of construction and operation, Ho Chi Minh City Branch of n a Lu Commercial Bank for Investment and Development of Vietnam has always y Commercial Bank for Investment and Development of Vietnam has always been te re Since the beginning of founding till now, Ho Chi Minh City Branch of n va excellently fulfilled its responsibilities for each stage of development of Vietnam th the flagship of the industry as well as one of pioneer and dynamic branches of t to BIDV in developing new products and services to serve customers With the motto ng hi "Sharing Opportunity, Successful Collaboration", Ho Chi Minh City Branch of ep Commercial Bank for Investment and Development of Vietnam has been very w n successful in its role as the lead bank for arranging syndicated loans, co-financing lo ad large-scale investment projects In 40 years, Ho Chi Minh City Branch of y th ju Commercial Bank for Investment and Development of Vietnam has sponsored for yi pl many major projects in Ho Chi Minh City such as Tan Tao Industrial Park, Linh al n ua Trung Export Processing Zone, Hung Vuong Street, Dien Bien Phu Street, Ben n va Nghe Port, OBV Pharmaceutical Company, Phu My Steel Plant, Pomina Steel fu ll Factory, New World Saigon Hotel, Exxon Mobil Unique Vietnam Limited, m oi Nguyen Van Linh Avenue belongs to new urban area Phu My Hung, Kinh Do at nh company z z ht vb The structure k jm Through more than 40 years of operation, Ho Chi Minh City Branch of gm Commercial Bank for Investment and Development of Vietnam has always been a om l.c pioneer and dynamic branch in modern and customer-oriented technology Along with the development of Ho Chi Minh City, Ho Chi Minh City Branch of a Lu n Commercial Bank for Investment and Development of Vietnam conducts a y te re branch: currency trading, credit, banking services and Non-bank, to serve n va comprehensive business, operating with all functions of the commercial bank th customers of all economic sectors t to ng PRESIDENT hi ep VICE - PRESIDENT w VICE - PRESIDENT VICE - PRESIDENT The Operational Division Internal Management Division The Subordinate Units n VICE - PRESIDENT lo ad ju y th yi Customer Relationship Department pl ua al -Credit Relationship Management Department Department -Nguyen Dinh -Planning - n -Customer va Chieu Transaction n General fu Office (188 ll Department Q1) at Finance - z Department -Department of nh Relationship -Customer Service oi m -Customer Nguyen Van Thu - z -Tran Hung Dao Accounting -Customer Treasury Services -Human Relationship Department Resources Department -Risk Management Department -Customer Department jm ht Transaction Office k (542 Tran Hung -Ngo Gia Tu om l.c gm Dao - Q5) Transaction Office a Lu -Management and vb Department (306-308 Ngo Gia Department Tu - Q10) n Relationship n va te re y Firuge BIDV HCMC organizational structure th (Source: BIDV HCMC Human Resources Department) t to The current organizational model of the Ho Chi Minh City Branch of Commercial ng hi Bank for Investment and Development of Vietnam consists of blocks, with 14 ep rooms, including 11 rooms at the head office – 134 Nguyen Cong Tru Street, w n Nguyen Thai Binh Ward, Districts 1, HCMC and subordinate units lo ad In Ho Chi Minh City Branch of Commercial Bank for Investment and y th ju Development of Vietnam, we have four Customer Relationship Departments yi pl which has almost 50 people (including manager and employees) who take care of al n ua more than 50 companies, mainly production and trade companies PROBLEM CONTEXT n va II fu ll The reducing in loan scale of Bank for Investment and Development of oi m at nh Vietnam – Ho Chi Minh City Branch (BIDV HCMC) z In a world of globalization nowadays, the commercial banks play an important z vb role and are considered as the most important financial intermediary organization jm ht of the economy in every country in the world According to Quoc Thuy (2018), in k gm Vietnam, the three biggest commercial banks that we can count are Joint Stock l.c om Commercial Bank for Investment and Development of Vietnam (BIDV), Joint n a Lu Stock Commercial Bank for Foreign Trade of Vietnam (Vietcombank) and y on developing the new customers as well as maintaining the current customers so te re competition among these commercial banks is very fierce now They have to focus n va Vietnam Joint Stock Commercial Bank for Industry and Trade (Vietinbank) The th that they can increase the scale and maximize the profits t to Bank for Investment and Development of Vietnam – Ho Chi Minh City Branch ng hi (BIDV HCMC), Bank for Foreign Trade of Vietnam – Ho Chi Minh City Branch ep (Vietcombank HCMC) and Bank for Foreign Trade of Vietnam – Ho Chi Minh w n City Branch (Vietinbank HCMC) are the three biggest branches in the system of lo ad these commercial banks because they contribute more than 20% of scale and y th ju profits of their own banks’ system pl n ua al 14.000.000 yi 16.000.000 n va 12.000.000 fu 10.000.000 BIDV HCMC ll m 8.000.000 VIETCOMBANK HCMC oi VIETINBANK HCMC at nh 6.000.000 4.000.000 z z 2.000.000 vb 2016 2017 2018 k jm ht - gm Firuge Loan Scale in BIDV HCMC, Vietcombank HCMC & Vietinbank HCMC om l.c from 2016 – 2018 (Source: Cafef) a Lu In recent years, although the competition is fierce and the interest rate of Bank for n n va Investment and Development of Vietnam – Ho Chi Minh City Branch is quite y te re competitive compared to Bank for Foreign Trade of Vietnam – Ho Chi Minh City th Branch and Bank for Foreign Trade of Vietnam – Ho Chi Minh City Branch, the t to Although the time of researching, conducting and analysis is limited, the result of ng hi this report is that the inexperience and untrained employees affect strongly on ep customer satisfaction in Bank for Investment and Development of Vietnam – Ho w n Chi Minh City Branch in particularly and in banking industry in generally is lo ad undeniable y th ju In the future, the researchers may find out more about the thoughts of employees yi pl about the developing their own career path as well as the impact of developing ua al career path on their working attitude and dealing with customers of the employees n va n so that the causes which impact on customer satisfaction are evaluated more ll fu correctly oi m at nh z z k jm ht vb om l.c gm n a Lu n va y te re th 42 t to REFERENCE ng hi Vyas, V., & Raitani, S (2014) “Drivers of customers’ switching behaviors in ep Indian banking industry” International Journal of Bank Marketing Retrieve w from n lo https://www.researchgate.net/publication/263204001_Drivers_of_customers'_s ad y th witching_behaviour_in_Indian_banking_industry ju Quoc Thuy (2018) “Vietcombank, Vietinbank and BIDV hold Top most yi pl prestigious banks in Vietnam in 2018” Vienambiz Retrieve from al n ua https://vietnambiz.vn/vietcombank-vietinbank-bidv-giu-top-3-ngan-hang-uy- n va tin-nhat-viet-nam-nam-2018-57907.htm oi m Retrieve from ll fu Be Bramley (2017) “The Importance of Customer Satisfaction” Thoughtshift at nh https://www.thoughtshift.co.uk/the-importance-of-customer-satisfaction/ z Dr Trapti Pandya, Dr Neeti Mathur & Himanshu Mathur (2016) “Customer z satisfaction in public sector bank” Imperial Journal of Interdisciplinary jm ht vb Research Retrieve from k https://www.researchgate.net/publication/323534977_Customer_satisfaction_i l.c gm n_public_sector_bank_A_study_of_South_Rajasthan a Lu Giai Phong Online Retrieve from om Huong Giang (2016) “10 most prestigious banks in 2016 announced” Sai Gon n http://sggpnews.org.vn/business/banking_finance/10-most-prestigious-banks- va n in-2016-announced-53762.html y te re Vietnam Report (2018) “Announced the Top 10 Commercial Banks Vietnam th prestige 2018” JSC Vietnam Assessment Report Retrieve from 43 t to http://vietnamreport.net.vn/Cong-bo-Top-10-Ngan-hang-thuong-mai-Viet- ng Nam-uy-tin-nam-2018-7895-1006.html hi ep Quang Thang (2018) “Which bank has the most employees retired last year?” w Zing.vn Retrieve from n lo https://news.zing.vn/ngan-hang-nao-co-nhieu-nhan-vien-nghi-viec-nhat-nam- ad y th qua-post822714.html ju Rida Athar and Faiza Maqbool Shah (2015) “Impact of Training on Employee yi pl Performance (Banking Sector Karachi)” IOSR Journal of Business and al n ua Management Retrieve from n d80.pdf va https://pdfs.semanticscholar.org/89ad/c568261ad273b1c6e00c7161b191885d9 ll fu oi m Ratan Jyoti (n.d) “Data Security and Privacy concerns for the Indian Banking Industry” Revenue Management Apac CIO Outlook Retrieve from at nh https://revenue-management.apacciooutlook.com/cxoinsights/data-security- z z and-privacy-concerns-for-the-indian-banking-industry-nwid-44.html vb jm ht 10 Machogu AM & Okiko L (2015) “E-banking Complexities and the Perpetual k Effect on Customer Satisfaction in Rwandan Commercial Banking Industry: gm Gender as a Moderating Factor” Journal of Internet Banking and Commerce om l.c Retrieve from http://www.icommercecentral.com/open-access/ebanking-complexities-and- n va banking-industry-gender-as-a-moderating-factor.php?aid=60223 n a Lu the-perpetual-effect-on-customer-satisfaction-in-rwandan-commercial- te re 11 Mojtaba Alidadi and Mohsen Nazari (2013) “The Most Effective Strategy to y Improve Customer Satisfaction in Iranian Banks: A Fuzzy AHP Analysis” th Journal of Business Studies Quarterly Retrieve from 44 t to https://pdfs.semanticscholar.org/9747/b379d159fef8d84e710a0923121f94475e ng 02.pdf hi ep 12 TheBank (2019) “Roll out the most secure deposit banks today” The Bank w Retrieve from n lo https://thebank.vn/blog/14916-diem-danh-nhung-ngan-hang-gui-tien-an-toan- ad y th nhat-hien-nay.html ju 13 Erin Schreiner (n.d) “The Importance of Employees in Customer Satisfaction yi pl & Retention” Small Business Retrieve from al n ua https://smallbusiness.chron.com/importance-employees-customer-satisfaction- n va retention-12852.html ll fu 14 Shelley Frost (2019) “The Importance of Training & Development in the oi m Workplace” Small Business Retrieve from 10321.html at nh https://smallbusiness.chron.com/importance-training-development-workplace- z z k jm ht vb om l.c gm n a Lu n va y te re th 45 t to APPENDIX ng hi Appendix – Group ep INTERVIEW TRANSCRIPT w n Interviewer: Tran Ngoc Lan lo ad Interviewee: Nguyen Duy Hung – Chief Accountant of Dry Cell and Storage Battery JSC y th Good morning Mr Hung How are you today? DH Hi Lan I’m fine What are you up to? NL Today I need you to help me out with a short interview This will take about your 15 minutes in order to notice some reasons of your satisfaction about BIDV HCMC Are you okay with that? DH Okay NL Firstly, let me tell you something All the questions which I will give you there are no right or wrong answer because I want to focus on your own point of views DH Okay I got it NL Okay Firstly what is your company product/service and which department are you working for? Your position in this department DH I have worked at Dry Cell and Storage Battery Joint Stock Company for over 20 years This company produces batteries for cars and motorbike ju NL yi pl n ua al n va ll fu oi m at nh z z k jm ht vb How long does your company have relationship with BIDV HCMC? My company has been in relationship with BIDV HCMC for over 10 years n va I feel satisfied while trading in BIDV HCMC although sometimes, there are some problems in transaction at BIDV HCMC that make me think and feel unhappy n a Lu DH om Do you feel happy when trade at BIDV HCMC? l.c NL gm I am worked for Accountant Department as a chief accountant Hmm…The interest rate of BIDV HCMC is higher than Vietcombank & HSBC from 0.2% or more in some point of time NL What anything else? 46 th DH y What made you feel uncomfortable and dissatisfactory during that time, Mr Hung? te re NL t to DH ng hi ep w It sounds very uncomfortable for you Does it affect on your choosing banks for implementing transactions? n NL Well, the time of processing loan disbursements at your bank is quite long compared to Vietcombank You know most of my partners need to receive their money before 3pm in the afternoon so that they can withdraw money timely I remember that there was more than 10 times in last quarter that my partners could not receive their money timely This make me feel like I did not keep promises as well as affect to my company reputation lo ad Of course! My responsibility is that maintaining the company’s cost is minimum level as well as protects the reputation of my company to the partners so that the business can work well ju y th DH yi pl However, not worry, Lan! n ua al Your bank is still the leading bank in terms of mobilization service When there are many customers of the other banks like Vietcombank, Eximbank lost their money My money is still safe with BIDV, right? Haha va Well thanks for compliment I will notice all your feedback and try to serve you as well as your company better because customer is king Right?  n NL ll fu oi m Have a good day Mr Hung You are welcome, Lan at nh DH z z k jm ht Interviewer: Tran Ngoc Lan vb INTERVIEW TRANSCRIPT gm Interviewee: Mr Vu Duc Thinh – Chief Financial Officer of Kido Group Good afternoon, Mr Thinh Sorry for bothering your lunch time How are you today? DT No problems, Lan I’m fine What will we today? NL Today I need you to help me out with a short interview about your thought about BIDV HCMC This will take about your 15 minutes Are you okay with that? DT Okay NL Firstly, let me tell you something All the questions which I will give you there are no right or wrong answer because I want to focus on your own point of views DT Okay Let’s it om l.c NL n a Lu n va y te re th 47 t to NL ng Okay Firstly, what is your company product/service and which department are you working for? Your position in this department hi I have worked at Kido Group for over 15 years This company produces food ep DT I am worked for Accountant Department as a chief financial officer w n How long does your company have relationship with BIDV HCMC? lo NL ad Do you feel happy when trade at BIDV HCMC? y th DT My company has been in relationship with BIDV HCMC for over 20 years ju yi I feel satisfied overall but sometimes there is some issues in transaction that make me feel unhappy pl al What made you feel uncomfortable and dissatisfactory during that time, Mr Thinh? DT Hmm…The interest rate of BIDV HCMC is competitive to Vietcombank and Vietinbank However, The interest rate of your bank changes frequently and suddenly This made me cannot predict my company cost as well as control the lending cost NL What anything else? DT Well, I think your bank serve customers very well n ua NL n va ll fu oi m nh at But you know The controlling interest rate is very important for all chief accountant or chief financial officer like me to control the cost I cannot deny that it makes me feel dissatisfied despite the other things in your bank is good z z ht vb Well thanks for your time and have a good meal Mr Thinh DT Thank you very much, Lan k jm NL om n Interviewee: Ms Nguyen Thi Thanh Tuyen – Chief Accountant of Ngo Han Company a Lu Interviewer: Tran Ngoc Lan l.c gm INTERVIEW TRANSCRIPT I’m fine, Lan What will you intend to today? NL Today I need you to help me out with a short interview to share your thoughts about BIDV HCMC This will take about your 15 minutes Are you fine with that? y TT te re Good afternoon, Ms Tuyen Sorry for bothering you in this time How are you today? n va NL th 48 t to ng hi Totally, Lan NL Firstly, let me tell you something All the questions which I will give you there are no right or wrong answer because I want to focus on your own point of views ep TT Okay I know it n Okay Let me see What is your company product/service and which department are you working for? Your position in this department lo NL w TT ad y th TT ju I have worked at Ngo Han Company for almost 10 years This company produces copper cable yi pl I am worked for Accountant Department and now I am a chief accountant of Ngo Han Company ua al NL How long does your company have relationship with BIDV HCMC? n n va Do you feel happy when trade at BIDV HCMC? My company and BIDV HCMC have been in relationship for over 20 years I guess ll fu TT oi m I feel happy in transaction with your bank at nh However, I am a hard person Therefore, I think you bank has some problems that need to be corrected now to convince me that your bank is better than other banks What are problems that you mentioned? z NL z Hmm…The first thing is about your bank employees jm TT ht vb These problems made you feel uncomfortable and dissatisfactory, right? k You know the work, behavior, supporting and giving good advices for customers of Customer Relationship Department employee will impact on my satisfaction gm om l.c The employees who worked with me in the past are very good at capturing my needs as well as advising me about interest rates, exchange rates The new one in recent time who your bank recruited did not that thing anymore n a Lu Besides, they forgot in collecting my company debt two times in month This is unacceptable n va So, this is reasons why I not lke new Customer Relationship Department employee, especially, the employees who have less than years of working experience in banking industry The new employees or the employees who have less than years of working experience will not have enough knowledge, skills and experiences to solve customer’s problems quickly and effectively y te re th NL What anything else, Ms Tuyen? 49 t to TT ng Well, I think your bank serve customers very well, especially in security and privacy for customer information For all my transactions, your bank always requests the originals for implementing these transactions This will help to guarantee the crooks have no chance to make bad thing on my company’s account I appreciate this hi ep w n In addition, I think the information about my lending and deposit interest rate is privacy and need to be protected from the other companies in the same industry so that it may becomes one of competitive advantages of my company lo ad NL Well thanks for your answers y th Have a good day! Ms Tuyen ju You are welcome, Lan yi TT pl n ua al Appendix – Group n va INTERVIEW TRANSCRIPT ll fu oi m Interviewer: Tran Ngoc Lan at nh Interviewee: Mr Tran Dang Khoa – Manager of Customer Relationship Department Good morning, Mr Khoa How are you today? DK I’m fine What you need me help today? NL Today I need you to help me out with a short interview to share your thoughts as well as your opinions about customer satisfaction at BIDV HCMC This will take about your 15 20 minutes Are you fine with that? DK Sure! NL Okay Firstly, let me tell you something All the questions which I will give you there are no right or wrong answer because I want to focus on your own point of views DK Okay Got it NL Hmm Let me see How long have you been worked for BIDV HCMC? z NL z k jm ht vb om l.c gm n a Lu n va y te re Which department are you working for and what is your current position in this department? th DK I have been worked in Customer Relationship Department at BIDV HCMC for almost 10 years and now I am manager Customer Relationship Department 50 t to NL ng Do you think whether the customer satisfaction is important to banking industry nowadays? hi ep DK Working at BIDV HCMC for almost 10 years, I am sure about the importance of customer satisfaction in banking industry is undeniable w n I remember that in the past, a customer stopped all transactions at BIDV HCMC because an employee of Customer Relationship Department announced them a different interest rate compared to commitment lo ad ju y th He complained that this was very uncomfortable and the behavior of that employee to him as well as his company was also bad So, what impacts on customer satisfaction at BIDV HCMC in recent time that you think is important? DK Hmm…I think one of the most important impacts on customer satisfaction at BIDV HCMC in recent time is the time of processing loan disbursements yi NL pl n ua al va n As a manager of Customer Relationship Department 2, work face-to-face with customers, I heard many complain about the late in processing loan disbursements in recent time They said that they feel unhappy about that ll fu m Do you have any ideas about why processing loan disbursements are late? DK I think that there is misunderstanding between Customer Relationship Department and Credit Management Department in processing loan disbursements at BIDV HCMC in recent times, leading to late in disbursements for customers NL Based on my interviews, many customers care about the interest rate oi NL at nh z z jm ht vb Do you think it is an important reason that impacts on customer satisfaction? k gm DK Hmm In my point of view, lending as well as deposit interest rate is important to customer but not much l.c om Customers are also human, also having feelings such as like, hate, love, hatred… n a Lu When they have a good impression with any employee, they will tend to support that employee in completing assigned business plan although the interest rate at that time may higher than the other banks from 0.1%-0.2% Yup NL So can you suggest any recommendations for solving that issue? y DK te re So, you think the issues about time of processing loan disbursements at BIDV HCMC is more important and need to be solved now compared to the interest rate? n va NL th 51 t to DK ng I think we should build a program to provide tools for improving internal communication between Customer Relationship Department and Credit Management Department to reduce the misunderstanding between those two departments hi ep NL w So you, Lan n DK Okay Thanks for your helping Have a good day! Mr Khoa lo ad y th INTERVIEW TRANSCRIPT ju yi Interviewer: Tran Ngoc Lan pl n ua al Interviewee: Mr Nguyen Anh Duy – employee of Customer Relationship Department Good morning, Mr Duy How are you today? AD I’m fine What will we today, Ms Lan? NL Today, I need you to help me out with a short interview to share your thoughts and your opinions about customer satisfaction at BIDV HCMC n va NL ll fu oi m nh at This will take about your 15 - 20 minutes Are you ready? ht Okay Firstly, let me tell you something vb NL z Of course! z AD k jm All the questions which I will give you there are no right or wrong answer because I want to focus on your own point of views How old are you? How long have you been worked for BIDV HCMC? n n va And what is your current position in that department? a Lu Which department are you working for? om NL l.c Yup, got it madam gm AD Do you think whether the customer satisfaction is important to banking industry nowadays? 52 th NL y I am 23 years old I have been worked in Customer Relationship Department at BIDV HCMC for almost year and now I am just an employee of Customer Relationship Department te re AD t to AD ng Although I just have been worked at BIDV HCMC in almost year but I can see how the customer satisfaction impact on my work as well as my assigned business plan hi ep NL Why you say that? Could you tell me the reason? w AD n From beginning, I assigned to manage customers Those are Ngo Han Company, Tin Thanh Packaging Company and VNSTEEL – Ho Chi Minh City Metal Corporation lo ad As a new employee of Customer Relationship Department 2, I am very difficult to communicate with customers, especially in work face-to-face with Ms Nguyen Thi Thanh Tuyen - chief accountant of Ngo Han Company I heard that Ngo Han Company is a hard customer from the old employees, I was mentally prepared but that wasn't enough to help me work with them better ju y th yi pl Do you have any ideas to improve this situation? AD I think that I need to work more so that I can gain experiences when work face-to-face with hard customers Besides, I only just took part in a two-day training class before I started my work last year I think that If I have a chance or BIDV system opens addition training class in the future, I will take part in so that I can learn more NL In your opinion, what is the factor that affects most on customer satisfaction at BIDV HCMC? AD Hmm In my point of view, I think that is way employees treat their customers such as well behavior, giving good advices, supporting in work,… NL The factor that you were talking is the experiences in communicating with customers n ua al NL n va ll fu oi m at nh z z k jm ht vb Right? Yes That is it! NL So can you suggest any solutions for improving that factor? AD I think we should hold more training class for someone like me to improve our knowledge as well as experiences and communication ability NL Okay Thanks for your answer om l.c gm AD n a Lu n va Have a good day! Mr Duy te re AD So you, Lan y th 53 t to INTERVIEW TRANSCRIPT ng hi Interviewer: Tran Ngoc Lan ep Interviewee: Ms Nguyen Thi Kim Nhan – Manager of Human Resources Department w Good afternoon, Ms Kim Nhan How are you today? n NL lo I’m totally fine What we today, Ms Lan? NL Today, I need you to help me out with a short interview to understand more about BIDV HCMC operation as well as know more your opinions about the current situation of customer satisfaction at BIDV HCMC ad KN ju y th yi pl ua al This will take about15 - 20 minutes of your time Could you help me? Of course, Ms Lan! We could begin immediately NL Thank you! n KN n va ll fu Before start interviewing let me tell you something oi m All the questions which I will give you there are no right or wrong answer because I want to focus on your own point of views nh Got it Ms Lan NL Firstly, how long have you been worked for BIDV HCMC? at KN z z ht vb Secondly, which department are you working for? k jm And thirdly, what is your current position in that department? I have been worked in Human Resources Department at BIDV HCMC for over 20 years and now My position is a manager of Human Resources Department NL As a manager of Human Resources Department, Do you think whether or not the behavior as well as experiences of an employee affect on customer satisfaction in banking industry nowadays? KN Although I just worked in Human Resource Department for most of time at BIDV HCMC, but I can see how the customer satisfaction affects on my bank’s business plan Therefore I am pretty sure that customer satisfaction is an important problem that my bank needs to be concerned about NL Which department at BIDV HCMC that works face-to-face with customers most? om l.c gm KN n a Lu n va y te re th What are the responsibilities of that department? 54 t to KN ng The employees of Customer Relationship Departments are the ones who work face-toface with customers most hi ep w So, as a manager of Human Resources Department at BIDV HCMC, have you ever heard any complain from customers to employees of Customer Relationship Departments? n NL The responsibilities of them are working with customer, convince them to disbursement and deposit money more as well as using more banking services at BIDV HCMC Thus, most of employees of Customer Relationship Department are always under pressure on business targets lo ad Hmm I have heard complaints but it is from the managers of those Customer Relationship y th KN ju Departments They said that their customers complained about late disbursement and blamed that for employees of Customer Relationship Departments yi pl Do you think that late disbursement is mistakes from employees of Customer Relationship Departments like customer said? KN Hmm In my point of view, I think the responsibility for late in disbursement is from both Customer Relationship Department and Credit Management Department NL Why did you say that? KN I said that because I think the late in disbursement is because of the difference between responsibilities of two departments While Customer Relationship Department has to work well and fast to gain more profit to my bank, the responsibility of Credit Management n ua al NL n va ll fu oi m at nh z Department is limiting the risk of loaning z What else? KN The time for training new employee is also a problem jm ht vb NL k It just takes days They will not be trained methodically and fulfill so that they are able to work well gm om l.c Moreover, most of new employees have working experience less than years, hence, they are not able to convince customers easily compared to the old employees with having more knowledge and experiences a Lu So you have any suggestions or any solutions for that problem? KN Hmm In think we should re - trained about the communication as well as develop soft skills for all Customer Relationship Department employees so that they can get more satisfy from our n NL n va th 55 y In addition, if we trained all the employees in both Customer Relationship Department and Credit Management Department are trained well, they would know how to gain more the customers satisfaction te re customers So you, Lan hi KN ng Okay Thanks for your answer Have a good day! Ms Nhan t to NL ep w n lo ad ju y th 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 56