(Luận văn) the determinants of customer satisfaction on banking services , the case of commercial banks in ho chi minh city

t to UNIVERSITY OF ECONOMICS HO CHI MINH CITY VIETNAM INSTITUTE OF SOCIAL STUDIES THE HAGUE THE NETHERLANDS ng hi ep w n VIETNAM- NETHERLANDS PROGRAMME FOR M.A IN DEVELOPMENT ECONOMICS lo ad ju y th yi pl ua al n THE DETERMINANTS OF CUSTOMER SATISFACTION ON BANKING SERVICES: THE CASE OF COMMERCIAL BANKS IN HO CHI MINH CITY n va ll fu oi m at nh z By z k jm ht vb NGUYEN THANH NIEN gm om l.c MASTER OF ARTS IN DEVELOPMENT ECONOMICS n a Lu n va re HO CHI MINH CITY, MAY 2011 - 1- t to UNIVERSITY OF ECONOMICS HO CHI MINH CITY VIETNAM INSTITUTE OF SOCIAL STUDIES THE HAGUE THE NETHERLANDS ng hi ep w n VIETNAM- NETHERLANDS PROGRAMME FOR M.A IN DEVELOPMENT ECONOMICS lo ad ju y th yi pl n ua al THE DETERMINANTS OF CUSTOMER SATISFACTION ON BANKING SERVICES: THE CASE OF COMMERCIAL BANKS IN HO CHI MINH CITY n va ll fu oi m nh at A thesis submitted in partial fulfillment of the requirements for the degree of z z MASTER OF ARTS IN DEVELOPMENT ECONOMICS k jm ht vb By om l.c gm NGUYEN THANH NIEN n Dr CAO HAO THI a Lu Academic Supervisor: n va t re HO CHI MINH CITY, MAY 2011 - 11- CERTIFICATION t to "I certify that the substance of this thesis has not already been submitted for any ng degree and has not been currently submitted for any other degree And to the best of hi ep my knowledge and belief it does not contain any material previously published or written by another person except where due reference is made in this thesis" w n lo ad Ho Chi Minh City, May 2011 ju y th yi pl NGUYEN THANH NIEN 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 - 111 - ACKNOWLEDGEMENT t to I would like to express my gratitude to all people who gave me the support to ng complete this thesis hi ep • First, I would like to show my sincere and deep gratitude to my supervisor, Dr Cao Hao Thi who gave me valuable guidance, comments, advice for the success of my w n thesis lo ad Second, I would like to thank to all lecturers and staffs of the Vietnam- Netherlands y th Programme ju yi Third, I also send my gratefulness to my colleagues in the Department of Individual pl ua al Customer Relationship, Bank for Investment and Development of Vietnam - n Transaction Center Branch for their supports during my study va n Especially, many thanks are respectfully sent to my parents for motivating me to m Finally, I give my special thanks to my wife who is always supporting me to finish oi ll complete the thesis fu I at nh this re~earch z z k jm ht vb om l.c gm n a Lu n va te re -IV- ABSTRACT t to Nowadays as globalization and liberalization of financial institutions accelerate, ng hi ep competition among banks becomes more intense Therefore, in order to face with , that fierce competition, commercial banks in Vietnam in general and Ho Chi Minh City in particular always strive to improve access through expansion of Automatic w n Teller Machines (ATMs) and branch network; introduce new features for both lo ad deposit and loan products at attractive rate; and develop new electronic banking y th facilities like telephone banking, home banking, SMS banking and Internet banking ju yi However, in reality, there are so many complaints of customers related to the pl products and services of banks Those show the dissatisfaction of customers, lead to al n va of commercial banks n ua losing customers and cause negative effect on the market share and the profitability ll fu The purposes of this research are to determine the main factors affecting customer oi m satisfaction on banking services including basic facilities, convenience, employee nh competence, the environment of bank, transaction cost; and the relationship at between these factors and customer satisfaction The research is carried out by using z z questionnaires, designed according to five-point Likert scale It is based on a survey vb k jm ht of245 customers in Ho Chi Minh City Data obtained from the customers were used for conducting reliability, factor and regression analysis through SPSS software gm Research findings show that the most important factors influencing customer om competence, convenience and transaction cost l.c satisfaction on banking services are the environment of bank and employee a Lu However, this research still has some limitations First of all, data collection is n determined the basic factors affecting customer satisfaction on banking services, but there are still lacked of other factors not be identified -v- t re years old, may be fail to represent for total the actual situation Finally, this research n according to the result of survey, majority of respondents are only from 30 to 50 va restricted within a few commercial banks in Ho Chi Minh City only Secondly, TABLE OF CONTENTS t to CHAPTER 1: INTRODUCTION ! ng hi ep , I 1.1 1.2 1.3 1.4 1.5 w Problem statement I Research objectives Research questions Research scope Research structure n lo CHAPTER 2: LITERATURE REVIEW ad ju y th 2.1 Conceps 2.2 Literature review of customer satisfaction 2.3 Overview of commercial banks in Ho Chi Minh City and the present main banking services 11 2.4 Summary 14 yi pl al n ua CHAPTER 3: ANALYTICAL FRAMEWORK AND METHODOLOGY 15 n va 3.1 Analytical framework 15 3.2 Research methodology 18 2.1 Research approach 18 3.2.2 Research process l9 3.2.2.1 Step I: Generation of items 19 3.2.2.2 Step 2: Pilot survey 19 3.2.2.3 Step 3: Survey 20 3.2.3 Measurement scales of the questionnaire 20 3.2.4 The components of questionnaire 22 3.2.4.1 Open letter 23 3.2.4.2 Specific questions 23 3.2.4.3 Demographic questions 23 3.3 Sampling 24 3.4 Data collection 24 Statistical methods 24 3.6 The scale testing 25 3.7 Assessment of scale's uni-dimensionality, discriminant validity and convergent validity 25 3.8 Multiple regression analysis 26 3.9 One-way ANOVA 26 3.10 Summary 27 ll fu oi m at nh z z k jm ht vb om l.c gm n a Lu n va CHAPTER 4: DATA ANALYSIS AND RESEARCH RESULTS 28 -VI- te re 4.1 General information of respondents 28 4.1.1 Type of contact with the bank 28 1.2 Age group of customers 29 4.1.3 Gender of customer 30 1.4 Type of ownership of the bank 31 t to ng hi ep w ~I n 4.1.5 The number of bank's operation year from the foundation day 32 4.2 The results of pilot survey ~ 33 4.2.1 Descriptive statistics 33 4.2.2 Results ofthe scale testing 35 4.2.3 Factor analysis 36 4.2.3.1 Criteria of factor analysis 36 4.2.3.2 Results of factor analysis (pilot survey) 37 4.3 The results of main survey 39 4.3.1 Reliability analysis 39 4.3.2 Factor analysis 40 4.4 Hypothesis testing 45 4.4.1 Adjusted measurement scales 45 4.4.2 Regression model 45 4.4.3 Hypotheses testing 47 4.5 Hierarchical regression analysis 49 4.6 Summary 52 lo ad ju y th yi pl ua al CHAPTER 5: CONCLUSIONS AND RECOMMENDATIONS 53 n 5.1 Conclusions 53 5.1.1 Main findings 53 5.1.2 Managerial implications , 53 5.2 Recommendations 54 5.3 Limitations 55 n va ll fu m oi REFERENCES 57 nh at APPENDICES 6·0 z z k jm ht vb LIST OF FIGURES om l.c gm Figure 2.1 Capital mobilization status of commercial banks from 2005 to 2009 12 Figure 2.2 Credit operation status of commercial banks from 2004 to 2009 13 Figure 3.1 Research model 18 Figure 3.2 Research process 19 Figure 4.1 Relative frequency of respondents' type of contact 29 Figure 4.2 Relative frequency of respondents' age group 30 Figure 4.3 Relative frequency of respondents' gender 31 Figure 4.4 Relative frequency of banks' type of ownership 32 Figure 4.5 Relative frequency of number of bank's operation year from the foundation day 33 n a Lu n va te re - Vll- LIST OF TABLES t to ng , hi ep Table 2.1 Literature review summary on customer satisfaction 10 Table 3.1 Measurement scales 21 Table 4.1 Frequency of respondents' type of contact with the bank 29 Table 4.2 Frequency of respondents' age group 29 Table 4.3 Frequency of respondents' gender , 30 Table 4.4 Frequency ofbanks' type ofownership 31 Table 4.5 Frequency of number of bank's operation year from the foundation day 32 Table 4.6 Descriptive statistics 34 Table 4.7 Summary of the Cronbach's alpha result (pilot survey) 36 Table 4.8 Factor analysis of independent variables Table 4.9 Factor analysis of customer satisfaction on banking services 39 Table 4.10 Result of reliability analysis 40 Table 4.11 Factor analysis of independent variables (EB5 excluded) .41 Table 4.12 Factor analysis of independent variables (EB5 and TC2 excluded) .42 Table 4.13 Factor analysis of the customer satisfaction criteria .44 Tabie 4.14 KMO and Bartlett's Test of independent variables 44 Table 4.15 KMO and Bartlett's Test of customer satisfaction on banking services .45 Table 4.16 Adjusted measurement scales .45 Table 4.17 Model summary 46 Table 4.18 ANOVA 46 Table 4.19 Result of coefficients 47 Table 4.20 Summary of hypotheses testing 49 Table 4.21 Determinants of customer satisfaction on banking services 49 Table 4.22 Hierarchical regression analysis of customer satisfaction 50 Table 4.23 Coefficients of independent variables and moderate variables 51 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 an Lu n va t re e " - Vlll - ABBREVIATIONS t to ng hi ep : Vietnam Bank for Agriculture and Rural Development BIDV : Bank for Investment and Development of Vietnam MHB : Housing Bank of Mekong Delta Agribank w :Vietnam Joint Stock Commercial Bank for Industry and Trade VietinBank n lo ad Vietcombank y th Eximbank :Joint Stock Commercial Bank for Foreign Trade of Vietnam :Vietnam Export- Import Commercial Joint Stock Bank ju yi ACB :Asia Commercial Joint Stock Bank pl : Sai Gon Thuong Tin Commercial Joint Stock Bank MB :Military Commercial Joint Stock Bank Techcombank :Vietnam Technological and Commercial Joint Stock Bank SeABank :Southeast Asia Commercial Joint Stock Bank LienVietBank : LienViet Commercial Joint Stock Bank Oceanbank :Ocean Commercial Joint Stock Bank HSBC : HSBC Bank Vietnam Limited ANZ : Australia and Newzealand Bank Shinhan : Shinhan Vietnam Bank Limited Hong Leong : Hong Leong Bank Vietnam Limited IVB : Indovina Bank Limited VIDPB : VID Public Bank I~ SVB : ShinhanVina Bank I~ VSB : Vinasiam Bank VRB :Vietnam-Russia Joint Venture Bank n ua al Sacombank n va ll fu oi at nh _ m I z z om l.c gm n a Lu n va t re •• k jm ht vb I • i - lX- t to 'J- ep hi ~ rr ng i ATM : Automatic Teller Machine SMS : Short Message Service POS : Point of Sale VND :Vietnam Dong w : Letter of Credit n L/C lo : Cash Against Documents ad CAD : Kaiser-Meyer-Olkin ju :Confirmatory Factor Analysis yi CFA y th KMO pl : Statistical Package for Social Science n ua al SPSS n va ll fu oi m at nh z z k jm ht vb om l.c gm an Lu va n :J t re ~~ I._ -X- II - The determinants ofcustomer satisfaction on banking services: The case ofcommercial banks in Ho Chi Minh City Eboli, L and Mazzulla, G (2007), "Service Quality Attributes Affecting Customer t to Satisfaction for Bus Transit", Journal of Public Transportation, Vol 10 No.3, ng pp 21-34 hi ep Ekinci, Y (2003), "An Investigation of the Determinants of Customer Satisfaction", Tourism Analysis, Vol No.2, pp 193-196 w n Hair, Jr.J.F., Anderson, R.E., Tatham, R.L and Black, W.C (1998), "Multivariate lo ad Data Analysis", 5th edition, Upper Saddle River, NJ: Prentice-Hall y th Jamal, A and Naser, K (2003), "Factors Influencing Customer Satisfaction in the ju Retail Banking Sector in Pakistan", International Journal of Commerce and yi pl Management, Vol 13 No.2, pp 29-53 al ua Jham, V and Khan, K.M (2008), "Detem1inants of Performance in Retail Banking: n Perspectives of Customer Satisfaction and Relationship Marketing", Singapore va Management Review, Vol 30 No.2, pp 35-45 n fu ll Kaiser, H.F (1958), "The Varimax Criterion For Analytical Rotation in Factor oi m Analysis", Psychometrika, Vol 23, No.3, p.187-200 at nh Levesque, T and McDougall, G.H.G (1996), "Determinants of Customer Satisfaction in Retail Banking", International Journal of Bank Marketing, z z Vol 14, No 7, pp 12-20 vb k jm ht Likert, R (1932), "A Technique for the Measurement of Attitudes", Archives of Psychology 140: 1-55 gm Neuman, W (1999), "Social research methods: Qualitative and quantitative om l.c approaches", Allyn and Bacon Nunnally, J.C (1978), Psychometrics Theory, McGraw- Hill, New York, NY a Lu Parasuraman, A., Zeithaml, V.A and Berry, L.L (1985), "A Conceptual Model of n multiple-item Scale for Measuring Customer Perceptions of Service Quality", Journal of Retailing, Vol 64, No.1, pp 12-40 -58- re Parasuraman, A., Zeithaml, V.A and Berry, L.L (1988), "SERVQUAL: A n Marketing, Vol 49, No.4, pp 41-50 va Service Quality and Its Implications for Future Research", Journal of The determinants of customer satisfaction on banking sen,ices: The case ofcommercial banks in Ho Chi Minh City Ribiere, V., Lasalle, A.J., Khorramshahgol, R and Gousty, Y (1999), "Hospital t to Information Systems Quality: A Customer Satisfaction Assessment Tool", ng Thirty-Second Annual Hawaii International Conference on System Sciences hi 4:4011 ep Sonne, A.M ( 1999), "Determinants of Customer Satisfaction with Professional w Services: A Study of Consultant Services", 0konomisk Fiskeriforskning, n lo Vol 9, No.2, pp 97-107 ad y th Williamson, Oliver E (1981), "The Economics of Organization: The Transaction ju Cost Approach", the American Journal of Sociology, Vol 87, No 3, pp 548- yi pl 577 al 2nd ed n ua Yin, Robert K (1994 ), Case Study Research - Design and Methods n va Thousand Oaks: Sage ll fu oi m at nh • z z k jm ht vb om l.c gm an Lu n va t re -59- The determinants ofcustomer satisfaction on banking sen,ices: The case of commercial banks in Ho Chi Minh City APPENDICES t to ng APPENDIX 1: BANKING SERVICES hi ep Personal banking services include main services as follows: w Current and savings accounts consist of: n lo + Current account in VND ad ju y th + Current account in foreign currencies yi + Savings account in VND pl ua al + Savings account in foreign currencies n - Time deposits consist of: n va + Time deposit in VND ll fu « at + Floating rate deposit z • nh + Time deposit in gold oi m + Time deposit in foreign currencies z k jm ht vb - Card products consist of: + Credit card gm + Debit card n Secured loans a Lu - Loans consist of secured loans and unsecured loans om l.c + Prepaid card -60- t re + Consumption installment loan n + Installment loans for house construction and renovation va + Installment loans for house, house-foundation purchase The determinants of customer satisfaction on banking services: The case of commercial banks in Ho Chi Minh City + · Installment loans for business, production and services t to + Overseas study loan ng hi + Automobile loan ep + Loans secured by certificate of deposit, valued papers w n + Issuance of domestic letter of guarantee lo ad Unsecured loans y th ju + Consumption loans for company's staff yi pl + Overdraft facility al n ua - Treasury services consist of: n va + Currency options ll oi + Foreign exchange m • fu + Gold options nh at + Gold custody z z - Remittance services consist of: gm + Outward remittance to domestic banks k jm ht vb + Gold trading + Inward remittance from domestic banks om l.c + Outward remittance to overseas a Lu + Inward remittance from overseas n - 61 - re - Other services consist of: n + Outward remittance through Western Union va + Send and receive money with Western Union The determinants of customer satisfaction on banking sen>ices: The case of commercial banks in Ho Chi Minh City + Payment service for real estate trading t to + Electricity bill payment ng hi + Mobile phone bill payment ep + Personal finance consultant w n Business banking services include main services as follows: lo ad - Account services consist of deposits and cash management ju y th Deposits yi pl + Flexible deposit n ua al + Current account n va + Current account with bonus rates ll fu + Upstair savings at nh + Time deposit with flexible rates oi m + Time deposit z z + Margin deposit ht vb k jm Cash management gm + Cash collection om l.c + Bill collection + Cash payment a Lu + Bill payment n + Payroll/Commission services n re • va •' + Centralized account management + Domestic remittance -62- The determinants of customer satisfaction on banking services: The case of commercial banks in Ho Chi Minh City + Overseas remittance t to + Check service ng hi Credit products consist of working capital finance, export finance, import ep finance, term loan for fixed assets/projects, guarantees, etc w n Working capital finance lo ad + Domestic trade finance y th ju + Installment loan for enterprises yi pl Export finance al n ua + Loans for procurement, reserve n va + Secured loans by receivables from export documentary by D/A, DIP, L/C ll fu Import finance oi m + Import finance at nh + Import finance with import collateral z z Term loan for fixed assets/projects k jm ht vb + Term loan for fixed assets/projects + Automobile loan gm l.c Guarantees om + Domestic guarantees a Lu + CJverseas guarantees n n va - Trade services consist of: • + Inward remittance + Import collection - 63- re + Outward telegraphic transfer (TIT) The determinants of customer satisfaction on banking services: The case of commercial banks in Ho Chi Minh City + Export collection t to + Import L/C ng hi + Export L/C ep + Import CAD w n lo + Export CAD ad - Treasury services consist of: y th ju + Currency options yi pl + Gold options ua Oth~r al - services consist of: n n va + Derivative products ll oi m + Insurance fu + Domestic letter of credit at nh z z k jm ht vb om l.c gm n a Lu n va t re • -64- The determinants of customer satisfaction on banking services: The case of commercial banks in Ho Chi Minh City + Export collection t to + Import L/C ng hi + Export L/C ep + Import CAD w n + ExportCAD lo ad - Treasury services consist of: y th ju + Currency options yi pl + Gold options services consist of: n ua Oth~r al - n va + Derivative products ll oi m + Insurance fu + Domestic letter of credit at nh z z k jm ht vb om l.c gm n a Lu n va te re • -64- The dete-rminants of customer satisfaction on banking services: The case of commercial banks in Ho Chi Minh City APPENDIX 2: THE QUESTIONNAIRE OF IN-DEPTH INTERVIEW t to ng Dear Sir/Madam, hi ep I am Nguyen Thanh Nien, a student of Vietnam- Netherlands Program forMA in Development Economics I am doing a research on the determinants of customer satisfaction on banking services: the case of commercial banks in Ho Chi Minh City The result of this study is only used for scientific purpose Please feel free to provide your opinions This will significantly contribute in improving customer satisfaction on banking services Your answers and your information will be kept in secret, and presented in general report form w n lo ad ju y th yi Please answer the following questions Thank you very much for your participation pl n ua al To answer this questionnaire, please think of one bank (called bank A) you did transactions Based on the characteristics of this bank A, please answer the following questions: n va ll fu - The name of bank A (no need to mention if you feel unfavorable) oi m at nh - For ownership, bank A belongs to: z D Joint-stock z vb D State-owned ht k jm D Wholly foreign-owned - The number of bank A's operation year from the foundation day: l.c gm D Joint venture om D Under years a Lu D From 5- 10 years n D From 10- 15 years va n D From 15 - 20 years t re D Over 20 years - 65- The determinants of customer satisfaction on banking services: The case of commercial banks in Ho Chi Minh City t to APPENDIX 3: THE QUESTIONNAIRE Part 1: According to your level of agreeableness, please tick in the appropriate box ng for each of the statements below from "1" to "5" (1 = strongly disagree; = disagree; = neutral; = agree; = strongly agree) hi ep Please check (X) in only one chosen box -= w .~ ~ ~ ~ ~ n ell~ Information lo No ell ooQ ~ 1:11 -; ~ 1:11 ~ ~ ell~ ~ ad = z < !:::< 00 ell ~ s ~ -= ~ ~ ~ ell ell y th The factors affect customer satisfaction on banking_ services as follows ju Basic facilities 0 0 0 0 0 0 0 0 0 0 yi Demand draft facility of bank A is very good Fixed deposits schemes of bank A are very good Money transfer of bank A is very good Locker facility of bank A is very good A TM of bank A is very good pl n ua al n va ll fu 0 0 0 0 0 0 l.c Tele-banking of bank A is very good ht z Credit card of bank A is very good I 0 z I I I at Debit card of bank A is very good nh -~ oi m Convenience ~l "! J I vb k jm Employee competence Attitude of bank A's staff is very good 0 gm 10 P:-ofessionality of bank A's staff is very high 0 0 om The environment of bank I 0 0 12 Parking space of Bank A is very good 0 0 13 Dissemination of information of bank A good 0 0 14 Query handling of bank A is very prompt 0 0 15 Networking of branches of bank A is very wide 0 0 I I -· J -66- t re ! I n very I va IS n Service scape of bank A is very good a Lu ~ 11 The determinants of customer satisfaction on banking services: The case ofcommercial banks in Ho Chi Minh City Transaction cost t to ng hi ep Loan rate of bank A is very low D D D D 17 Deposit rate of bank A is very high 0 0 18 Cost of service of bank A is very low 0 0 19 Waiting time is the least 0 0 Time for procedure is fastest 0 0 0 0 0 0 0 0 0 0 w 16 n ,_ lo 20 ad y th Please give your level of satisfaction to bank A I totally satisfy with general services of bank A 22 I totally satisfy with transaction of services, loans facility provided by bank A 23 I totally satisfy with quality of services of bank A ju 21 yi pl n ua al n va fu Part 2: Please give us the following information: ll Personal information (to be convenient for sending the result ofthis research to oi m you) nh Full name: at - Address: z z - Telephone number: vb - Email: ht Individual Business om Over 50 Female n a Lu Please tell your gender Male l.c From 30 to 50 gm Please tell your age group Under 30 k jm Do you come to bank A for individually or business contact? n bank A? va Would you please tell us what can be done to improve customer satisfaction of re Thank you very much for your cooperation! Nguyen Thanh Nien Email: nguyen.thanh.nien@vnp.edu.vn or nienbidv@gmail.com -67- The determinants ofcustomer satisfaction on banking services The case of commercial banks in Ho Chi Minh City APPENDIX 4: RESULTS OF PILOT SURVEY t to 3.1 Reliability analysis of measurement scales ng hi Reliability analysis of basic facilities scale ep Reliability Statistics w Cronbach's n N of Items lo Alpha ad 758 ju y th Item-Total Statistics yi pl Item Deleted I ua n 14.52 4.744 652 670 14.24 5.125 485 729 13.88 5.047 489 728 4.867 523 716 5.261 487 728, va BF2 n BF3 Item Deleted Total Correlation Item Deleted al BF1 Cronbach's Alpha if Scale Variance if Cor.rected Item- Scale Mean if fu 13.70 jBF5 14.62 ll BF4 oi m at nh z Reliability analysis of convenience scale z vb Reliability Statistics ht Cronbach's jm I gm 768 k N of Items Alpha Scale Mean if Scale Variance if Corrected Item- om l.c Item-Total Statistics Cronbach's Alpha if CON1 6.32 1.161 621 an Lu CON2 6.00 980 576 727 CON3 6.56 1.027 623 665 - Item Deleted Item Deleted Total Correlation Item Deleted 678 n va e t re - 68- The determinants ofcustomer satisfaction on banking services: The case of commercial banks in Ho Chi Minh City Reliability analysis of employee competence scale t to Reliability Statistics ng hi Cronbach's ep Alpha N of Items 858 w n lo Item-Total Statistics ad ju yi EC2 Scale Variance if Corrected Item- Item Deleted y th EC1 Scale Mean if Item Deleted Cronbach's Alpha if Total Correlation Item Deleted 3.26 523 763 a 3.58 371 763 a pl al a The value is negative due to a negative average covariance among items This violates reliability n ua model assumptions You may want to check item codings va n Reliability analysis of the environment of bank scale ll fu Reliability Statistics m oi Cronbach's nh N of Items Alpha at 845 z z k jm Item Deleted ht Scale Mean if vb Item-Total Statistics Scale Variance if Corrected ItemItem Deleted Total Correlation Cronbach's Alpha if Item Deleted gm EB1 12.56 5.109 728 EB2 13.16 5.239 647 EB3 12.62 4.322 802 EB4 12.78 4.257 782 774 EB5 12.24 5.411 381 889 799 om l.c 817 768 n a Lu n va te re -69- The determinants of customer satisfaction on banking senices: The case ofcommercial banks in Ho Chi Minh City Reliability analysis of transaction cost scale t to Reliability Statistics ng hi Alpha ep Cronbach's N of Items 837 w n Item-Total Statistics lo ad Item Deleted ju y th TC1 TC2 yi pl TC3 ua al TC4 TC5 Cronbach's Alpha Scale Variance if Corrected Item- Scale Mean if if Item Deleted Total Correlation Item Deleted 10.74 3.951 662 799 10.62 5.016 353 878 10.84 4.096 755 771 10.62 4.322 738 780 10.70 4.214 740 777 n n va ll fu Reliability analysis of customer satisfaction scale oi m Reliability Statistics Cronbach's 813 at • nh N of Items Alpha z z vb Item-Total Statistics ht Scale Variance if Corrected Item- Cronbach's Alpha Item Deleted k jm Scale Mean if Item Deleted Total Correlation CS2 5.72 1.144 746 CS3 5.64 1.256 670 807 656 741 om 611 l.c 1.656 5.76 gm CS1 if Item Deleted a Lu 3.2 Factor analysis of independent items n va n KMO and Bartlett's Test Bartlett's Test of Sphericity Approx Chi-Square 692 550.618 df 190 Sig .000 - 70- re Kaiser-Meyer-Oikin Measure of Sampling Adequacy The determinants ofcustomer satisfaction on banking services: The case ofcommercial banks in Ho Chi Minh City Rotated Component Matrix• t to Component ng hi ep 871 EB4 851 EB1 799 w EB3 n ad EC1 ua 770 n 799 ll m BF4 fu CON1 809 n CON2 810 va CON3 789 al TC4 795 pl TC5 855 yi TC1 651 ju TC3 743 y th EB2 746 lo EC2 oi 736 nh BF3 836 706 at BF1 z EB5 820 z vb TC2 860 BF5 ht BF2 441 k jm 484 l.c Rotation Method: Varimax with Kaiser Normalization gm Extraction Method: Principal Component Analysis a Rotation converged in iterations om n a Lu n va t re - 71 -