Research on factors affecting customer satisfaction on mobile banking service of military commercial joint stock bank

BANKING ACADEMY BANKING FACULTY GRADUATION THESIS Research on Factors affecting customer satisfaction on Mobile Banking service of Military Commercial Joint Stock Bank Author: Vu Quynh Huong Student code: 21A4050216 Class: K21CLCA Instructor: MS Ta Thanh Huyen Ha Noi, May 2022 Tai ngay!!! Ban co the xoa dong chu nay!!! 17014128927631000000 GUARANTEE In order to conduct the thesis: "The factors affecting customer satisfaction when experiencing the Mobile Banking App service of MB Military Commercial Joint Stock Bank" I have researched, and applied the knowledge I have learned, and consulted with instructors, and friends, I certify that this is my own research paper and that the secondary data used in the thesis are sourced and clearly cited i ACKNOWLEDGE To be able to complete this thesis, I would like to express my sincere thanks to the teachers of Banking Academy who wholeheartedly imparted valuable knowledge to me during my years of study and training at the school In particular, I would like to express my deep gratitude to MS Ta Thanh Huyen enthusiastically guided and helped me complete this graduation thesis I would also like to thank the staff members who are working at MB for helping and providing me with valuable documents related to my research field during the course of my thesis During the research process, although I have tried my best to complete the thesis, errors and limitations still cannot be avoided I would like to receive your comments and suggestions to improve this thesis Thank you sincerely! ii TABLE OF CONTENT GUARANTEE i ACKNOWLEDGE ii TABLE OF CONTENT iii LIST OF SYMBOLS, ABBREVIATIONS vii ABSTRACT 1 The urgency of the subject Research objectives Research subjects and research scope .2 Methodology Overview of previous studies 5.1 Foreign research 5.2 Domestic researches .6 Key structure CHAPTER I: THEORETICAL BASIS 1.1 Banking service 1.1.1 Definition 1.1.2 Types of banking services .10 1.1.3 Features of banking products and services .13 1.2 Mobile banking service 15 1.2.1 Definition 15 1.2.2.Distinguish Mobile Banking from Internet Banking .15 1.2.3 Advantages and disadvantages of mobile banking 16 1.3 Customer satisfaction 18 iii 1.3.1 Definition 18 1.3.2 The importance of customer satisfaction to a business 18 1.3.3 Customer satisfaction levels and Models related to customer satisfaction .21 1.4 Factors afecting customer satisfaction .27 1.4.1 Service quality 27 1.4.2 Service price 29 CHAPTER II: INTRODUCTION ABOUT MILITARY COMERCIAL JOINT STOCK BANK (MBBANK) AND MBBANK’S MOBILE BANKING SERVICE 31 2.1 Overview of MBBank 31 2.1.1 Information about MBBank 31 2.1.2 Development trend in business activities of MBBank 32 2.1.3 Analysis of MBBank's business performance in the last years 35 2.1.3.1 Capital mobilizing 35 2.1.3.2 Using capital activities 39 2.1.3.3 Some indicators to evaluate MBBank's performance 41 2.2 Current situation of MBBank’s mobile banking service 43 2.2.1 Introducing MB Bank application 44 2.2.1.1 Some outstanding achievements of MBBank app .44 2.2.1.2 Main function of MBBank application 44 2.2.2 Current situation of mobile banking implementation .46 2.2.2.1 User active 46 2.2.2.2 CASA ratio 48 CHAPTER III: RESEARCH ON FACTORS AFFECTING CUSTOMER SATISFACTION ON MBBANK’S MOBILE BANKING SERVICE 50 iv 3.1 Build up research model 50 3.1.1 Conceptual framework and Development of Hypotheses 50 3.1.2 Description of variables in the model .51 3.1.3 Description of the survey form .53 3.1.3.1 Survey progress 53 3.1.4 Data processing method 54 3.2 Survey result .56 3.2.1 Sample characteristics .56 3.2.2 Descriptive statistics 61 3.2.3 Cronbach's Alpha reliability test .64 3.2.4 EFA exploratory factor analysis .66 3.2.5 Correlation analysis 70 3.2.6 Model adjustment 70 3.2.7 Regression analysis 71 3.2.7.1 Build the regression model 71 3.2,7.2 Determining the fit of the model 71 3.2.7.3 Analysis of regression equation 72 3.2.8 Verification of the research model's theories 74 CHAPTER IV: CONCLUSION AND RECOMMENDATIONS 77 4.1 Conclusion 77 4.2 Development trend of MBBank application in future .78 4.3 Recommendations 79 4.2.1 Recommendations to improve Reliability .79 4.2.2 Recommendations to improve Responsiveness 80 v 4.2.3 Recommendations to improve Empathy 80 4.2.4 Recommendations to improve Technology 81 4.2.5 Recommendations to improve Assurance .81 4.2.6 Recommendations to improve Price .82 Summary Chapter IV 83 REFERENCES 84 APPENDIX I: CUSTOMERS SURVEY QUESTIONS 85 vi LIST OF SYMBOLS, ABBREVIATIONS ATM : Automated Teller Machine EFA : Exploratory Factor Analysis IT : Information Technology MB : Military Commercial Joint Stock Bank POS : Point of Sale Sig : Observed significance level SPSS : Statistical Package for the Social Sciences vii LIST OF , DIAGRAM, PICTURE Diagram 2.1 Mobilizing capital from customer deposits of MBBank in the period of 2019-2021 36 Diagram 2.2 MBBank's CASA ratio for the period of 2019-2021 37 Diagram 2.3 Mobilizing capital from deposits and borrowing from other credit institutions and Issuing valuable papers at MB in the period of 2019-2021 38 Diagram 2.4 MBBank's customer loan structure by term in the period of 2019-2021 40 Diagram 2.5 MBBank's bad debt ratio in the period of 2019-2021 41 Diagram 2.6 MBBank's bad debt coverage ratio for the period of 2019-2021 42 Diagram 2.7 CASA ratio of MBBank in 2019-2021 period 48 Picture 3.1 Initial research model 51 Diagram 3.2 Gender structure of customers participating in the survey 57 Diagram 3.4 Income structure of customers participating in the survey 59 Diagram 3.5 Usage time structure of customers participating in the survey 59 Diagram 3.6 Services customers use on MBBank application 60 Picture 3.2 Adjusted research model 70 Picture 3.3 Regression result 75 viii LIST OF TABLES Table 2.1 Capital mobilizing data of MBBank in 2019-2021 period 35 Table 2.2 Data on lending activities of MBBank in the period of 2019-2021 .39 Table 2.3 MBBank's ROA and ROE for the period of 2019-2021 (unit: %) 43 Table 2.4 Number of user active on MBBank application in period 2019-2021 .46 Table 3.1 Factors and observed variables of research model 53 Table 3.1 Descriptive statistic of Reliability variable 61 Table 3.2 Descriptive statistic of Responsiveness variable .61 Table 3.3 Descriptive statistic of Empathy variable 62 Table 3.4 Descriptive statistic of Technology variable 62 Table 3.5 Descriptive statistic of Price variable 63 Table 3.6 Descriptive statistic of Assurance variable 63 Table 3.7 Descriptive statistic of Customer satisfaction variable 64 Table 3.8 Cronbach's Alpha test results 65 Table 3.9 EFA result 66 Table 3.10 Rotated Component Matrix 67 Table 3.11 EFA result (second run) 67 Table 3.12 Rotated Component Matrix (second run) 68 Table 3.13 KMO and Bartlett's Test 69 Table 3.14 Total Variance Explained 69 Table 3.15 Component Matrixa .69 Table 3.16 Model Summary 71 Table 3.17 ANOVA 71 Table 3.18 Regression analysis 72 Table 3.19 Regression result 74 Table 3.20 Hypothesis acceptance 75 ix