The quality of customer service in sacombank ha noi branch,graduation thesis

STATE BANK OF VIETNAM BANKING ACADEMY FACULTY OF FOREIGN LANGUAGES  GRADUATION THESIS THE QUALITY OF CUSTOMER SERVICE IN SACOMBANK - HA NOI BRANCH Supervisor : Nguyen Thi Thu Trang (MA) Student name : Nguyen Hoang Phuong Quyen Student Code : 16A7510126 Class : K16-ATCC Course : 2013-2017 Ha Noi, May 2017 STATE BANK OF VIETNAM BANKING ACADEMY FACULTY OF FOREIGN LANGUAGES  GRADUATION THESIS THE QUALITY OF CUSTOMER SERVICE IN SACOMBANK - HA NOI BRANCH Supervisor : Nguyen Thi Thu Trang (MA) Student name : Nguyen Hoang Phuong Quyen Student Code : 16A7510126 Class : K16-ATCC Course : 2013-2017 Ha Noi, May 2017 Graduation thesis Banking Academy DECLARATION I declare that this thesis is my own research with the guidance of MA Nguyen Thi Thu Trang and all the contents of the study, the results of this topic have been honest and unpublished in any form in any other degree of the University before The figures in the tables, which serve for analysis, comment, and evaluation are collected from variable sources which have been stated in the reference section If any fraud is detected, I bear full responsibility for the contents of my graduation thesis Hanoi, May 2017 Nguyen Hoang Phuong Quyen Nguyen Hoang Phuong Quyen i K16.ATC Graduation thesis Banking Academy ACKNOWLEDGEMENTS This graduation thesis was written in English For Finance and Banking program at the Faculty of Foreign Languages, Banking Academy of Viet Nam First and foremost, I would like to express my sincere gratitude to my beloved instructor as well as supervisor, Ms Nguyen Thi Thu Trang (MA) of the Foreign Language Faculty- Banking Academy of Viet Nam for her enormous support and guidance during the whole research process Not only has she offered enthusiastic instructions, helpful lessons but also zealously assisted me in the draft of the research with importantly valuable advice my study Without the enthusiasm of instructions, all my harvest would hardly be completed Additionally, I would like to thank all the lecturers at Banking Academy of Viet Nam, especially those of Foreign Language Faculty for valuable lessons for my study path since the first year of university I would also like to send my deep appreciation to staff of Sacombank for providing me with favorable conditions and guidance during my internship time Last but not least, I wish to send the grateful thanks to my parents and my friends for their love, countless support My family have always unconditionally provided and assisted me both financially and mentally My friends have also encouraged me and provided me a number of valuable instructions as well as suggestions to accomplish my thesis Nguyen Hoang Phuong Quyen ii K16.ATC Graduation thesis Banking Academy ABSTRACT Customer satisfaction is significantly necessary to the growth of the bank during the integration period, it has been the main concern of many banks in the harsh offering services competition in banking industry Most of banking services are closely related to direct customer interaction; therefore, they endeavor to maximize the quality of customer service Indeed Customer service is the method to identify the customers' demands, thus, the sufficient dealing with their needs and preferences by offering prompt and high- quality services, products would bring profound changes to the image of bank in general and its profitability in particular The study presents a great understanding of customer service quality in Sacombank Viet Nam in general and Sacombank - Ha Noi Branch in particular By using qualitative research method, the study analyses main products offered by Sacombank - Ha Noi Branch, releases merits, and demerits of each product, makes analysis on achievements and drawbacks of the branch From that, the paper suggests practical solutions and recommendations for the Government and the State bank of Viet Nam for better management as well as for operational improvement and better customer services at Sacombank - Ha Noi Branch Nguyen Hoang Phuong Quyen iii K16.ATC Graduation thesis Banking Academy LIST OF ABBREVIATIONS Abbreviation Meaning ATM Automated Teller Machine CPI Consumer Price Index E-mail Electronic mail Fax Facsimile POS Point of Sale SMS Short Message Service Sacombank Sai Gon Thuong Tin Commercial Joint Stock Bank US United State VIP Very Important Person VNBC Viet Nam Bank Card VND Vietnam Dong Web Wireless Ethernet Bridge Nguyen Hoang Phuong Quyen iv K16.ATC Graduation thesis Banking Academy LIST OF FIGURES AND TABLES Figures/ Title Tables Page Figure 1.1 The business of commercial bank Figure 1.2 Seven Service Quality Gaps Table 2.1 The business operation of Sacombank Viet Nam 19 Figure 2.2 Organizational structure of Sacombank - Ha Noi Branch 20 Table 2.3 Main business operation of Sacombank - Ha Noi Branch 21 Table 3.1 International payment and foreign currencies trading in 2015 and 2016 24 Table 3.2 The status of the quantity of cards opening until 2016 26 Table 3.3 The analysis of total capital from 2015 to 2016 29 Nguyen Hoang Phuong Quyen v K16.ATC Graduation thesis Banking Academy TABLE OF CONTENTS DECLARATION i ACKNOWLEDGEMENTS ii ABSTRACT iii LIST OF ABBREVIATIONS iv LIST OF FIGURES AND TABLES v PART A INTRODUCTION 1 RATIONALE TO THE RESEARCH OBJECTIVES OF THE STUDY SCOPE OF THE STUDY METHODOLOGY OF THE STUDY SIGNIFICANCE OF THE STUDY STRUCTURAL ORGANIZATION OF THE STUDY PART B DEVELOPMENT CHAPTER 1: THEORETICAL BACKGROUND 1.1 Definition and features of commercial bank 1.1.1 The concept of commercial bank 1.1.2 The concept of commercial banking activities 1.2 The concept of customer and the psychology of customers when purchasing commercial banks’ services 1.2.1 Definitions of customer 1.2.2 The psychology of customers when purchasing services 1.3 The quality of customer services 1.3.1 Definition of customer services 1.3.2 Types of customer services 11 1.3.3 The constitutions of customer services 12 1.3.4 The role of customer services and principals contributing to effective customer services 14 1.3.5 Principals contribute to effective customer services 15 1.4 Summary 17 Nguyen Hoang Phuong Quyen vi K16.ATC Graduation thesis CHAPTER 2: Banking Academy OVERVIEW OF SACOMBANK VIET NAM AND SACOMBANK - HA NOI BRANCH 18 2.1 Brief introduction of Saigon Thuong Tin commercial joint stock bank of Viet Nam 18 2.1.1 Introduction of Saigon Thuong Tin commercial joint stock bank of Viet Nam18 2.1.2 The business of Sacombank Viet Nam 19 2.2 The overview of Sacombank - Ha Noi Branch 19 2.2.1 Organizational Structure of Sacombank - Ha Noi Branch 20 2.2.2 Types of business operation of Sacombank - Ha Noi Branch 21 2.3 Summary 22 CHAPTER 3: THE REALITY OF CUSTOMER SERVICES 23 3.1 Business generalization at Sacombank - Ha Noi Branch 23 3.2 Situation of business at Sacombank - Ha Noi Branch 23 3.2.1 International payment and foreign currency trading 23 3.2.2 Automatic bank services 25 3.2.3 The right product at right price 28 3.2.4 The satisfaction of demands and passions of customers’ issue 31 3.2.5 Product improvement issue 32 3.2.6 Human factors 33 3.3 The Assessment of customer services of Sacombank - Ha Noi Branch 35 3.3.1 Achievements 35 3.3.2 The shortcomings 36 3.3.3 Reasons 37 3.4 Summary 38 CHAPTER 4: SOLUTIONS AND RECOMMENDATIONS FOR CUSTOMER SERVICES 40 4.1 Development orientation of Sacombank Viet Nam and Sacombank - Ha Noi Branch 40 4.1.1 Development strategy of Sacombank Viet Nam 40 4.1.2 Development orientation of Sacombank - Ha Noi Branch 41 Nguyen Hoang Phuong Quyen vii K16.ATC Graduation thesis Banking Academy 4.2 Solutions to improve the quality of customer services in Sacombank - Ha Noi Branch 42 4.2.1 Developing and deploying customer services strategies 42 4.2.2 Enhancing the quality of human resources 43 4.2.3 Clearly defining the target of customer service in Sacombank - Ha Noi Branch 44 4.2.4 Implementing successful methods of world banks 47 4.3 Recommendations 48 4.3.1 Recommendations to the Government 48 4.3.2 Recommendation to the State bank 49 4.3.3 Recommendations to Sacombank Viet Nam 49 4.4 Summary 50 PART C CONCLUSION 52 REFERENCES 54 Nguyen Hoang Phuong Quyen viii K16.ATC Graduation thesis Banking Academy Business activities are expanded in large cities to develop multi-functional business, based on investment to modernize banking technology, improve service quality, customer services, and gradually enhance competitiveness, integration with regional and international banks 4.1.1.2 Operation method Concentrated investment method should be converted according to national projects, sub-regional economic projects to exploit the potential commodity production development At the same time, small projects are being developed to serve the production, and industry sectors under supervision of local authorities and citizens’ supervision Focusing on light industry investment, production services and closing the production for product consumption are also needed It is better to early access to investment projects for lending, production association, continual consolidation and enlargement of external business activities, including payment services, credit, guarantee, joint ventures, purchase and trading securities, gold, silver and precious stones, open market operation, capital mobilization from abroad expansion 4.1.2 Development orientation of Sacombank - Ha Noi Branch 4.1.2.1 General goals Sacombank - Ha Noi Branch must become the leading and key force in providing credit, applying modern information technology, providing products and convenient services to various types of enterprises and clients Enhancing and and fostering profitable capability, improving human resources to maximize competitive and rapid adaptation in the process of international economic integration 4.1.2.2 Specific goals Leading and core position should be maintained and consolidated in the role of providing finance and credit, focusing on the development investment of market segments, which bring high efficiency in urban areas, universities At the same time, it is needed to develop the brand and build corporate culture of Sacombank "honesty, discipline, creativity, quality, and efficiency", gradually turning Ha Noi Branch into the "first choice" in customers’ selection Making financial healthy through by developing the quality of assets, Nguyen Hoang Phuong Quyen 41 K16.ATCC Graduation thesis Banking Academy enhancing business effectiveness, reducing input costs, improving capital efficiency that could meet international standards and operational safety are essential They also have to supplement the chartered capital to ensure commitment on bad debt treatment and the increase of charter capital Improving labor productivity, investing in staff and promoting their abilities, strengthening on the job training, encouraging self-learning to improve the professional level of bankers are not out of the question Organizational structure and administration will be reformed for the sake of transforming the Sacombank - Ha Noi Branch into a modern branch and finance institution in line with international standards, where serving customers as the essence target 4.2 Solutions to improve the quality of customer services in Sacombank - Ha Noi Branch 4.2.1 Developing and deploying customer services strategies Sacombank - Ha Noi Branch needs to develop customer care strategies in order to increase services quality that could compare with other top banks in Ha Noi It is necessary to develop and implement service development strategies, service quality improvement strategies, although customer care is a huge task within Sacombank Viet Nam's headquarters, Sacombank - Ha Noi Branch should also actively grasp specific strategy to implement its own strategy Ha Noi Branch needs specifically, to diversify all types of banking services, accepting losses at the first time, and concurrently to concentrate on a number of strong services and trendy products that customers enjoy As a result, Sacombank - Ha Noi Branch has bravely installed and expanded a modern generation ATMs, which can accept deposits at the machine and reduce some unwanted circumstances such as refusing transactions with customers because of error or overloaded transmission lines Moreover, they should enlarge marketing strategy appropriated with current and potential customers It is necessary to analyze and identify growing and expanding urban areas with large numbers of young families and the increasing demand for banking services in order to offer clear marketing strategy and expand the network of services Thirdly, for the strategy of promoting and enhancing the effectiveness of the propaganda, learning from the shortcoming of card services advertisement campaign, Nguyen Hoang Phuong Quyen 42 K16.ATCC Graduation thesis Banking Academy marketing banking services are also crucial to the branch The level of education, income, awareness has a great impact on the demand for utility banking services Currently, Sacombank - Ha Noi Branch has only focused on the operation of capital, credit, lending extension Banking services have not been paid enough attention Therefore, they need to speed up their propaganda, advertising, marketing and promotion activities, among them is the development of personal account services utilities using cards such as the payment for electricity, clean water, telephone Ha Noi Branch should send staff to market directly at agencies, organizations, universities and hospitals about personal bank account opening and non-cash payment service through bank account campaigns Moreover, the feedback collection from the customer is also a significant factor for these strategies Improving the quality of customer service to meet the increasing demands of customers is very important Through their feedback, the branch can grasp the level of clients’ satisfactions, which have constantly improved the quality of customer service Two-way information is provided in various ways including placing mailbox for comments at the bank's transaction points, investigating and distributing questionnaires to customers using products and services of the branch Those activities have firstly been performed by the branch, after that they can be carried out by professional evaluation organization It is necessary to analyze, evaluate, selectively consider for immediate learning from experiences, adjusting the activity, or implementing an advanced strategy as well as developing variety of new products and utilities For the best result, Ha Noi Branch should arrange at least one to two staff for marketing 4.2.2 Enhancing the quality of human resources The first factor when referring to customer service is people, the quality of human resources is put on top According to the principle, human being is the decisive factor, improving the quality of customer care, as the result, it is necessary to enhance the professional level of cadres and employees in Sacombank - Ha Noi Branch Therefore, Ha Noi Branch needs to several activities Firstly, they should recruit staff annually according to the government regulations in the form of recruitment tests with specific criteria, objective committee, in which attention should be paid to the Nguyen Hoang Phuong Quyen 43 K16.ATCC Graduation thesis Banking Academy professional qualification, the quality of training, foreign language, computer skills, communication ability In the trend of integration and the competition level of service activities in Ha Noi is increasing, requiring more qualified staff, proficient professional skill and ability to communicate with customers Current bankers of the branch should be regularly re-trained in various forms, including inviting experts to accompany staff, presenting on the spot, appointing staff to study in training courses of Sacombank Viet Nam at home and abroad Also, the Sacombank - Ha Noi Branch should encourage staff about the self-study to retrain themselves through various channels towards improving professional qualifications Organizing staff evaluation for the quality of their works is also important If the quality of work is not ensured or the dealing with customers is complained, banker would definitely be arranged for another job Along with that are the strict punishments, appropriate treatment for talented and capable staff, who are loved and praised by customers Having policies to attract talented and capable staff in customer services from other banks, other branches and graduated from domestic and foreign universities to the Sacombank - Ha Noi Branch The attracting policy is mainly in arranging and using, in remuneration policy, which facilitates the professionalism and working atmosphere in the bank Finally, Ha Noi Branch should regularly raise staff’s awareness of ethical risk prevention as well as general efficiency of the bank, monitor their activities to prevent abnormal happenings in spending, living and lifestyle as well as moral hazards 4.2.3 Clearly defining the target of customer service in Sacombank - Ha Noi Branch The main bank's goal is to maintain old customers, to attract new customers, to enhance competitive advantage, to stabilize revenue, and to increase profits With those targets, any bank must orient towards the models (the necessary factors) that affect the success of customer services In the period when competition has had a direct impact on banking success, it is important to focus on services that truly satisfy the customers’ requirements Therefore, this research focuses on proposing to build models (necessary elements) in the overall customer service model at the bank The first is the banking and customer relationship model, in which the Nguyen Hoang Phuong Quyen 44 K16.ATCC Graduation thesis Banking Academy representative is banker The second model is the customers’ demands model, which focuses on their demands on the bank providing services This type is the model of the requirements of the customer care to personals 4.2.3.1 Relationship between the bank and the customer The superior measure for bank to survive and thrive in the financial market is to focus on customer services If the customer service is weak, the prestige and image of the bank will quickly decrease High-quality of customer service would gradually gather a large number of loyal customers from which it can make profit Because when customers are happy, they would often use more products The more regular clients purchase banking services, the less money that bank has to spend on advertising and marketing When customers are satisfied with the services of the bank, the value and prestige of the bank will be increasingly enhanced In order to have a high-quality of customer service, the bank must train and empower to the employee that creates staff’s satisfaction and ability to meet the good work, then provide customers with better services and satisfy them, the loyal customers From that, the bank will attract more customers, generate high revenue and have favorable management for the bank In order to achieve those advantages, bank would entirely have to focus on staff training 4.2.3.2 The demand and satisfaction of customers Customers always want to receive good products, the friendliness and attention, as well as additional services They also require dynamic and flexible bank staff The demand of customers is endless They always want to receive excellent services, once they receive that, they will trust and become loyalty customers of the bank Credibility will become the most important point for banks to build long-term relationship with customers "Customer-centric" is a new paradigm that focuses primarily on customers instead of products Although products play a crucial role, nowadays, most banks are able to meet the demand of high-quality products for customers Therefore, banks can only be distinguished from each other through translation clients’ services Customer satisfactions are guiding the standards of customer service, searching the initial inspiration campaign for customer service, exploring current trends, additionally searching and selecting the philosophy for the customer service Nguyen Hoang Phuong Quyen 45 K16.ATCC Graduation thesis Banking Academy department Along with those aspects, the bank must also select the operational model for the customer care department, train the customer care team’s skills, and change the attitude and behavior of the team By investigating customer satisfaction, the bank can acknowledge their demands As a result, bank could know the customer may be satisfied with or complain about the products and services that it has provided From there, the bank will increasingly perfect customer services There are a number of ways to investigate the level of customer satisfaction including customer surveys after each transaction, comment box, which help bank to know the level of contentment 4.2.3.3 Requirement for customer care staff When providing high-quality customer service, the factor that determine a bank's reputation for customers mostly depends on the bank's employees’ images, which means that the bank has to provide the customer care staff with service skills and the authority to make sure that all customers are satisfied, not only with the bank's products and services, but also with the contact or dealing with bank staff Most customer care staff have to undergo training, they must be really dedicated and active Banks also need to check whether employees know the expectations of the bank and set customer service standards, as well as encourage employees to meet those standards Typically, there are two groups of customer care team including direct customer care staff at the bank and call-center staff Current banks mainly consist of two types of employee group with three employee groups and two employee groups Customer care staff in the bank are responsible for satisfying the customers’ needs and expectations and maintaining the existing customers A customer care worker will provide the customer with any information needed by phone, mail or fax All such information is stored through a system to evaluate, analyze for customer information report Besides professional ability, banker also needs high skills in customer service such as communication skills, computer skills, foreign language proficiency, as well as being a clever, persistent, and patient person, also having passion and ingenuity in communication with customers When errors occur during the service, such as delays, unreasonable service, or other fundamental errors, if customer Nguyen Hoang Phuong Quyen 46 K16.ATCC Graduation thesis Banking Academy care staff are aware of and timely explain, apologize, or compensate, customers would satisfy and ignore those mistakes The ability and enthusiasm of the banker in meeting the requirements and special needs of customers has greatly influenced customers’ satisfaction However, in order to have high-quality customer service, it is important to have customer data analysis system in order to develop strategic approaches to care customer in the best ways 4.2.4 Implementing successful methods of world banks Customer is the top priority and serving object of commercial bank Bank does not only want to bring advantages to itself but also to clients Large banks such as City Bank or Bank of America benefit a large number of depositors as well as borrowers since those banks are committed to maintaining good relations with all clients in their business City Bank as shown their attention by always acting as a great help for customer business City Bank offers a high level of convenience and provides more services as well as utilities for clients such as receiving customers' safes or helps them to carry out securities brokerage and securities trading According to the director of City Bank in Asia Pacific region, the more effectively bank serves benefits to the customer, becomes a reliable supporter of them, the more extensive reputation they have in citizens’ beliefs, in the business world and in the financial market (Các “thượng đế” kinh doanh ngân hàng, n.d) As such, the number of clients coming to the bank would be raised, as well as the number of transactions, which means that bank’s profits will increase Bank of America is another precise-efficient business bank This bank seems to be far better than other big competitors in customer satisfaction survey Bank of America offers a full range of products and services including loan and investment services, depositing products, as well as smart phone banking capabilities They also attract clients by special loan programs targeted at diversified types of customer, such as doctors, teachers The development of Bank of America demonstrates that banking business does not have to have big capital to succeed The respectable treatment to customers could clearly illustrate through the customers’ satisfaction ability According to Campisi, N (2016, August 10), the bank has reached the top five banks regarding the customer satisfaction The research and Nguyen Hoang Phuong Quyen 47 K16.ATCC Graduation thesis Banking Academy analysis of customer satisfaction are through the following six factors including transaction; account opening, or upon customer request; account statement; convenience; service fee, issues needed to be addressed Customer service has become the key to bank’s success Banking business is a far more risky activity than other business activities, with the nature of banking being the intermediary of credit, which means the use of customers’ funds (depositors) for lending It is clear that the number of customers is always proportional to the total business capital of the bank This is a crucial problem that any bank manager must address to keep frequenters and increase the number of new customers Each bank has it sown secret to bring maximum satisfaction to customers in the context of increasing competitive banking and financial markets which are not only interest rates and quality of service, but also the convenience, the image of the transaction department and the responsibilities, attitudes of the staff to the customer For an effective customer satisfaction offer, a banker needs to understand clients’ needs and expectations of the amount of money they have deposited or borrowed Satisfied customers are less interested in interest rates They will send money according to the perception of service quality and safety Such banks are always highly regarded by customers One of the keys to achieve customer satisfaction is building a positive relationship with all clients Few banks only focus on specific types of customer, such as reputable companies with large financial resources or individuals with large amounts of deposits, while ignoring other customers This is completely a wrong vision, since if the bank just offends a certain customer, it is likely that people will simultaneously withdraw money, that quickly leads to the credibility collapse of the bank Successful banks are those, which could satisfy all customers As such, the bank not only strengthens its credibility in the currency business and creates confidence among the public, but also increases profits from a number of depositors From those experiences, Sacombank - Ha Noi Branch should learn and implement the best way, suiting to its conditions 4.3 Recommendations 4.3.1 Recommendations to the Government Nguyen Hoang Phuong Quyen 48 K16.ATCC Graduation thesis Banking Academy Private credit information centers will collect information from a wide variety of sources including commercial credit providers, retailers, courts and service providers and this information is available in longer storage period Therefore, it is recommended that the government complete deeply the regulations to establish private information centers, especially for corporate and individual clients Moreover, building a unified information system on customers that is the business should be focused, on the other hand, providing information on markets, laws, policies, information on technology, domestic and foreign materials for customers, helping enterprises promptly grasp opportunities 4.3.2 Recommendation to the State bank The State Bank of Viet Nam needs to rapidly advance credit information system in accurate and multitude ways towards providing enterprise rating based on various criteria such as size, solvency, credit system, business efficiency, collecting more information through international organizations; creating information on a large scale; coordinating with tax authorities, auditing agencies and people's committees to make tax codes of enterprises so that credit institutions can access information easily There should be necessary propaganda measures so that banks can better understand the rights and obligations in the provision and the use of credit information The State Bank should also closely and specifically stipulate and oblige credit institutions to provide outstanding loans and repayment capability 4.3.3 Recommendations to Sacombank Viet Nam 4.3.3.1 Developing an appropriate customer management model In particular, Sacombank Viet Nam needs to build a specific centralized customer management model that can minimize the risk of over-investing in a manufacturing sector 4.3.3.2 Building a deep marketing training program Besides implementing customer management strategy, it is important to have a unified marketing training course, which will be the basis for Sacombank Viet Nam branches to follow Sacombank's sales and customer care team need appropriate attention, if the competitor has a superior policy, it will attract good staff, which may lead to difficulties in business that Sacombank has to face Nguyen Hoang Phuong Quyen 49 K16.ATCC Graduation thesis Banking Academy In addition, labor recruitment of Sacombank should be associated with attractive policies for the fact that Sacombank brand is highly appreciated by customers Thus, Sacombank has the opportunity to draw good and qualified bankers so that they have chances to devote themselves to the work with their enthusiasm and creativity 4.3.3.3 Completing an information technology infrastructure Sacombank's information technology center needs to carefully study and build a software system for the entire banking system in keeping database of customers for analysis, evaluation, and measurement, in specific, Sacombank Viet Nam should develop cash flow management program for each type of product, develop an innovative software program to monitor and control credit limits Developing customer database and economic development and field to create data sources for there port analysis 4.4 Summary From the results of theoretical studies, from business development orientation and customer policy development orientation of Sacombank Viet Nam as well as Sacombank - Ha Noi Branch in the arrival time, based on the reality of customer service quality at Sacombank - Ha Noi Branch currently, a number of solutions have been suggested for the branch, as well as recommendations to the Sacombank Viet Nam, the State bank and the Government to enhance the quality of customer care services in the future to ensure the finance safety and enhance the competitiveness of the Sacombank system For Sacombank - Ha Noi Branch, in order to enhance the value of customer services, it is crucial not only to improve diversified customer service strategies that are suitable for each type of customers, as well as implementing methods that increase services for clients; but also to expand and specialize in marketing strategy for best achievement in bank’s products propaganda Besides, the branch should develop staff’s professional skills, as human resource is a main factor influencing customer service quality, professional qualifications as well as ethical quality, which hare needed to be concentrated Moreover, learning experiences from successful banks will help Sacombank - Ha Noi Branch in both operating in the greatest way and avoiding mistakes that those banks have faced before Nguyen Hoang Phuong Quyen 50 K16.ATCC Graduation thesis Banking Academy Apart from the branch’s exertions, a number of recommendations regarding the management have been suggested for the Sacombank Viet Nam, the State Bank of Vietnam and the Government For Sacombank Viet Nam, implementing customer management model, marketing training plan are important activities to enhance customer care quality, along with improving technology foundations for strengthening the customer information analysis systems For the State Bank of Vietnam and the Government, the more accurate and sufficient the credit information is, the more specification they could understand and provide the use of credit information Nguyen Hoang Phuong Quyen 51 K16.ATCC Graduation thesis Banking Academy PART C CONCLUSION During the development of Viet Nam's economy, commercial banks are now having fierce competition in capital mobilization and payment services The difference is not because of the services offered to the market or the content and information from the service It is the quality of the service that comes with the products that the bank offers to clients It can be seen that customers are playing a crucial and strategic role in all of business and the development of banks Customer satisfaction measure is a major concern and is also the key of success for all decisions on not only organizations and businesses, but also Sacombank - Ha Noi Branch aiming to maximize the value of clients, investors and staff while showing the highest social responsibility in the integration process of Sacombank - Ha Noi Branch Furthermore, customer is considered an asset that is more valuable than any tangible asset on the balance sheet Therefore, the development of the bank is decided by the customer The quality of customer service can be expressed and represented on the product and the bank The motto “customer-centric” should become one of the methods that bank maintain its vitality On the basis of theoretical research on the quality of customer services and analysis, evaluation as well as solutions offered to improve the quality of customer care at Sacombank - Ha Noi Branch, there has been a number of shortcomings, they just concentrated on price competition to attract new customers with taking no notice of quality, especially value in customer care Thus, through the study of the topic "the quality of customer service at Sacombank - Ha Noi Branch", the thesis has the following theoretical and practical contents First, the thesis has generalized the basic theoretical issues about the customer services as well as customer definitions and the basic factors that can satisfy clients at commercial banks in chapter The researcher has also contributed assessment of customer services to Sacombank - Ha Noi Branch with background information of development orientation in chapter from that analyzing the shortcomings in practice and identifying the causes of weaknesses in the process of customer care in chapter at the the branch in recent years From the practical requirements of improving the quality of customer service at Nguyen Hoang Phuong Quyen 52 K16.ATCC Graduation thesis Banking Academy Sacombank - Ha Noi Branch , with limited knowledge and experience, the researcher has bravely analyzed, evaluated the feasible direction and solutions to enhance value of customer care at the branch in chapter 4, with the aim to meet the increasing demands of customers, to open more opportunities to support customers in life and to ensure the safety of customer transactions at the bank It is hoped that the research and some of the proposals for customer care activities of the thesis will partly contribute to the expansion and further improvement of the customer services quality to enhance customers’ satisfaction than expected at Sacombank - Ha Noi Branch Customer service will make a breakthrough if banks deeply notice how to effectively use and exploit this model, which is also Sacombank Ha Noi Branch’s philosophy Throughout this research, the writer realizes that besides creating high-quality products, customer service is a significant factor in the survival and development of the bank Therefore, bank needs great efforts to offer superior customer services to build the trust in existing customers while attracting new customers, thus helping banks to stay firmer on the development path However, through the process, the researcher nevertheless realizes that there are several limitations due to limited time within working time The main limitation is the difficulty in gathering information as well as statistical data related to customer service quality that could not provide comprehensive view for this objective Moreover, limitations regarding knowledge of the researcher has led to weaknesses, in that, the orientation of Sacombank - Ha Noi Branch has not been discovered in depth Thus, in the future, the researcher hopes to extend the research towards more banks for better understanding the quality of customer care in banking systems of Viet Nam Nguyen Hoang Phuong Quyen 53 K16.ATCC Graduation thesis Banking Academy REFERENCES Books: Drucker, P (2006) The Practice of Management Harper Business Kotler, P (2015) Marketing management 15th edition Montreuil: Pearson France Nguyen Van Thanh (2008), Bài giảng Marketing dịch vụ Đại học Bách khoa Hà nội Capon, N (2012) Managing Marketing in the 21st Century 3rd edition Wessex Press Parasuraman, A., Zeithaml, V and Befrry, L (1985) A conceptual model of service quality and its implication Journal of Marketing Parasuraman, A., Zeithaml, V and Berry, L (1998) SERVQUAL:Amultiple-item scale for measuring consumer perception of service quality Journal of Retailing Rosenbluth, H (2010) Khách hàng chưa phải Thượng đế: 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