(Luận văn tốt nghiệp) improving customer service in military commercial join stock bank – hoang quoc viet branch

Name : Nguyễn Chúc Quỳnh CQ50/51.04 Topic: “Improving customer service in Military commercial join stock bank – Hoang Quoc Viet Branch CHAPTER 1: LITERATURE REVIEW This chapter related a review of literature related to the research work as documented by authorities on customer service It will cover the definitions of customer service, the definitions of customer service quality, definitions of customer satisfaction, definitions of customer loyalty It will also take a look into the SERVQUAL MODEL to assess service quality dimension, customer service quality and some factors affecting customer service in banking sector 1.1 Customer service 1.1.1 Definition of customer service According to Wikipedia “Customer service is the provision of service to customers before, during and after a purchase Accordingly, it may vary by product, service, industry and individual customer The perception of success of such interactions is dependent on employees "who can adjust themselves to the personality of the guest" According to Paul Mckinney (2015), Customer service is the act of taking care of the customer's needs by providing and delivering professional, helpful, high quality service and assistance before, during, and after the customer's requirements are met Christine Johnson (2006, p.102) said that good customer service means providing product and service which has high quality, answering queries, making customer easy to purchase goods and delivering on time According to consultant Sudhir Andrews (2007, p.198), customer service not only satisfies a customer but also reflects the professionalism of the Luan van organization as the result of building its image He believed that good customer service can build trust and customer loyalty Employees can also get rewards and develop the friendship with customers if they provide good services In general, Customer service relates to the service provided to customers before, during and after a purchase Some characteristics of good customer service include: Promptness: Promises for delivery of products must be on time Delays and cancellations of products should be avoided Politeness: Politeness is almost a lost art For any business, using good manners is appropriate whether the customer makes a purchase or not Professionalism: All customers should be treated professionally, which means the use of competence or skill expected of the professional Professionalism shows the customer they're cared for Personalization: Using the customer's name is very effective in producing loyalty Customers like the idea that whom they business with knows them on a personal level 1.1.2 Definition of customer service quality According Parasuraman, Zeithaml and Berry (1985), the quality of service is the customer's perception of service has generated a good level of customers’ previous expectations Also according to Parasuraman, the expectation in service quality is the desire of the customer, which means they feel the right provider will perform and not perform the service requested Bitner and Hubert (1994) stated that the perception of service quality can occur at multiple levels in an organization Research by Caruna (2000) revealed that service quality is an important input to customer satisfaction, Luan van therefore the main point of management attention should be on customers, of which service quality is an important antecedent Customers receive products through active communication, information and comments received To evaluate customer service quality at banks, customers must come and perform transactions, assess the facilities, the service attitude of staff, level of satisfaction of products and services, etc 1.1.3 Customer loyalty Customer loyalty (Customer loyalty, 2002) is both an attitudinal and behavioral tendency to favor one brand over all others, whether due to satisfaction with the product or service, its convenience or performance, or simply familiarity and comfort with the brand.  Customer loyalty encourages consumers to shop more consistently, spend a greater share of wallet, and feel positive about a shopping experience, helping attract consumers to familiar brands in the face of a competitive environment Journal Citation Ciation Report (Thomson Reuters, 2014) Customer loyalty is viewed as the strength of the relationship between an individual's relative attitude and repeat patronage The relationship is seen as mediated by social norms and situational factors Cognitive, affective, and conative antecedents of relative attitude are identified as contributing to loyalty, along with motivational, perceptual, and behavioral consequences Albert Canuana,2002 stated that service loyalty, with its final effect on repurchasing by customers, appears to have received relatively little attention This study starts by first delineating the concept of service loyalty and proceeds to distinguish between service quality and customer satisfaction A model that links service quality to service loyalty via customer satisfaction is proposed Appropriate measures are identified and a postal survey is undertaken among 1,000 retail banking customers A response rate of 20.5 per cent is obtained Results indicate that Luan van customer satisfaction does play a mediating role in the effect of service quality on service loyalty In general, it is agreed that customer satisfaction measurement is a postconsumption assessment by the user, about the products or services gained (Churchill and Surprenant, 1982; Yuksel and Rimmington, 1988) 1.1.4 Customer satisfaction Many researchers have definitions customer satisfaction According to Cambridge Dictionary Customer satisfaction is a measure of how happy customers feel when they business with a company Journal of Marketing (January 1982) is defined customer satisfaction has a direct impact on the primary source of future revenue streams for most companies Satisfaction is as a judgment following a consumption experience - it is the consumer’s judgment that a product provided (or is providing) a pleasurable level of consumption-related fulfillment ( Oliver Richard L 1997) Most research confirms that the confirmation or disconfirmation of preconsumption expectations is the essential determinant of satisfaction This means that customers have a certain predicted product performance in mind prior to consumption During consumption, customers experience the product performance and compare it to their expected product performance level Satisfaction judgments are then formed based on this comparison The resulting judgment is labeled positive disconfirmation if the performance is better than expected, negative disconfirmation if it is worse than expected, and simple confirmation if it is as expected  In short, customers evaluate product performance by comparing what they expected with what they believe they received The performance implications of the customer satisfaction instrument are also explored What is shown is that customer segments, in fact, yield statistically Luan van (Luan.van.tot.nghiep).improving.customer.service.in.military.commercial.join.stock.bank.–.hoang.quoc.viet.branch(Luan.van.tot.nghiep).improving.customer.service.in.military.commercial.join.stock.bank.–.hoang.quoc.viet.branch(Luan.van.tot.nghiep).improving.customer.service.in.military.commercial.join.stock.bank.–.hoang.quoc.viet.branch(Luan.van.tot.nghiep).improving.customer.service.in.military.commercial.join.stock.bank.–.hoang.quoc.viet.branch(Luan.van.tot.nghiep).improving.customer.service.in.military.commercial.join.stock.bank.–.hoang.quoc.viet.branch(Luan.van.tot.nghiep).improving.customer.service.in.military.commercial.join.stock.bank.–.hoang.quoc.viet.branch(Luan.van.tot.nghiep).improving.customer.service.in.military.commercial.join.stock.bank.–.hoang.quoc.viet.branch(Luan.van.tot.nghiep).improving.customer.service.in.military.commercial.join.stock.bank.–.hoang.quoc.viet.branch (Luan.van.tot.nghiep).improving.customer.service.in.military.commercial.join.stock.bank.–.hoang.quoc.viet.branch(Luan.van.tot.nghiep).improving.customer.service.in.military.commercial.join.stock.bank.–.hoang.quoc.viet.branch(Luan.van.tot.nghiep).improving.customer.service.in.military.commercial.join.stock.bank.–.hoang.quoc.viet.branch(Luan.van.tot.nghiep).improving.customer.service.in.military.commercial.join.stock.bank.–.hoang.quoc.viet.branch(Luan.van.tot.nghiep).improving.customer.service.in.military.commercial.join.stock.bank.–.hoang.quoc.viet.branch(Luan.van.tot.nghiep).improving.customer.service.in.military.commercial.join.stock.bank.–.hoang.quoc.viet.branch(Luan.van.tot.nghiep).improving.customer.service.in.military.commercial.join.stock.bank.–.hoang.quoc.viet.branch(Luan.van.tot.nghiep).improving.customer.service.in.military.commercial.join.stock.bank.–.hoang.quoc.viet.branch different satisfaction scores, which verifies the managerial value of customer segmentation practices Finally, the facets of customer satisfaction as explanatory cues for the switching behavior of individual and business customers were tested successfully 1.1.5 Factors affecting customer service in banks 1.1.5.1 External factors The bank is operating in conditions which often change due to a lot of diverse relations between it and the various economic actors All relationships constitute operating environment and business of commercial banks To be able to develop rapid and sustainable services, commercial banks need to research about the operating environment affecting our business Environmental activities include: economic environment, legal environment; social and cultural environment and technological environment 1.1.5.1.1 Economic environment Any business organizations are affected by the economic environment on their business activities In particular, commercial banks are subject having an intimate relationship with most of the other economic sectors Therefore, when the economic environment changes in any direction, the operations of commercial banks are also affected strongly For individual customers, income is the main factor, the most important factor impacting on their use of financial and banking services During the developing economies, per capital income increases, the demand for people with the products and services of banks will increase, which will boost the commercial bank of constantly open wide business operations, improve service quality and product, diversify new services to increase market share and satisfy every customer's needs In contrast, the economy falls into instability, difficulty will make the unemployment rate rose, consumption declined, people's incomes go down, Luan van 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(Luan.van.tot.nghiep).improving.customer.service.in.military.commercial.join.stock.bank.–.hoang.quoc.viet.branch(Luan.van.tot.nghiep).improving.customer.service.in.military.commercial.join.stock.bank.–.hoang.quoc.viet.branch(Luan.van.tot.nghiep).improving.customer.service.in.military.commercial.join.stock.bank.–.hoang.quoc.viet.branch(Luan.van.tot.nghiep).improving.customer.service.in.military.commercial.join.stock.bank.–.hoang.quoc.viet.branch(Luan.van.tot.nghiep).improving.customer.service.in.military.commercial.join.stock.bank.–.hoang.quoc.viet.branch(Luan.van.tot.nghiep).improving.customer.service.in.military.commercial.join.stock.bank.–.hoang.quoc.viet.branch(Luan.van.tot.nghiep).improving.customer.service.in.military.commercial.join.stock.bank.–.hoang.quoc.viet.branch(Luan.van.tot.nghiep).improving.customer.service.in.military.commercial.join.stock.bank.–.hoang.quoc.viet.branch the things that impact directly on the banks as the amount of deposited money in banks will decline, lending individual customers become more difficult and risky, etc 1.1.5.1.2 Social and cultural environment Customary practices, conception of life, the social and cultural factors, etc have decided to influence preferences and consumption habits of bank service individual customers Although Vietnam's population is relatively large, the number of participants in banking transactions is very low, and the majority of people still have the habit of using cash for payments To be able to change consumption habits of people, banks should take measures to propagate and advertise the utilities from using banking services, help people feel secure and confident when using services Besides that, some factors of population such as population density, average age, education level, income, etc in each region also affect the development of banking services in the area The study of the socio-cultural factors not only determine their impact on the behavior using banking products and services of customers, but also help the bank managers active in participate in formulating policies, regulations and procedures in the design business and organizational models consistent with the cultural characteristics of each region and market sector both domestically and internationally Therefore, banks need to delve on the above factors, from which subgroups of customers, to be able to provide appropriate services to more customers, help develop better banking services 1.1.5.1.3 Technological environment The rapid development of science and technology also has strong impact to the commercial banks Based on the application of information technology Luan van 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(Luan.van.tot.nghiep).improving.customer.service.in.military.commercial.join.stock.bank.–.hoang.quoc.viet.branch(Luan.van.tot.nghiep).improving.customer.service.in.military.commercial.join.stock.bank.–.hoang.quoc.viet.branch(Luan.van.tot.nghiep).improving.customer.service.in.military.commercial.join.stock.bank.–.hoang.quoc.viet.branch(Luan.van.tot.nghiep).improving.customer.service.in.military.commercial.join.stock.bank.–.hoang.quoc.viet.branch(Luan.van.tot.nghiep).improving.customer.service.in.military.commercial.join.stock.bank.–.hoang.quoc.viet.branch(Luan.van.tot.nghiep).improving.customer.service.in.military.commercial.join.stock.bank.–.hoang.quoc.viet.branch(Luan.van.tot.nghiep).improving.customer.service.in.military.commercial.join.stock.bank.–.hoang.quoc.viet.branch(Luan.van.tot.nghiep).improving.customer.service.in.military.commercial.join.stock.bank.–.hoang.quoc.viet.branch software advanced, high-speed processes has helped the administration of commercial banking effectively; offer new better services which meet customer needs Thus, the commercial banks have to capture the change of environment technology to applications of scientific and technical achievements in service to satisfy customers’ demand In fact, the changes in information technology have a strong impact to the banking business New technology allows banks to not only process innovation professionally, but also renew the distribution method, develop new products and services such as the development of computer networks that allows bank network to provide 24/24 banking services Changes in technology has a strong impact to the complex production of the industry, and also has an influence on how the use of banking products and services to the population This has created new demands on products and banking services banking activities as the birth and development of electronic commerce has put forward new requirements for the banking sector in the provision of payment services, etc 1.1.5.2 Internal factors Subjective factors are factors affecting the banking of the development of banking services These factors are crucial to the operation of commercial banks as well as the development of services for individual customers The subjective factors include: the development point services for individual customers, the bank's marketing activities, financial strength and reputation of the bank, technological capacity and qualification of personnel banker, etc 1.1.5.2.1 Attitude on service development for individual customers Any business that wants to develop fast and sustainably needs to build a development strategy from which long-term direction of action, creating fundamental basis for policy and business decisions Development strategy of Luan van (Luan.van.tot.nghiep).improving.customer.service.in.military.commercial.join.stock.bank.–.hoang.quoc.viet.branch(Luan.van.tot.nghiep).improving.customer.service.in.military.commercial.join.stock.bank.–.hoang.quoc.viet.branch(Luan.van.tot.nghiep).improving.customer.service.in.military.commercial.join.stock.bank.–.hoang.quoc.viet.branch(Luan.van.tot.nghiep).improving.customer.service.in.military.commercial.join.stock.bank.–.hoang.quoc.viet.branch(Luan.van.tot.nghiep).improving.customer.service.in.military.commercial.join.stock.bank.–.hoang.quoc.viet.branch(Luan.van.tot.nghiep).improving.customer.service.in.military.commercial.join.stock.bank.–.hoang.quoc.viet.branch(Luan.van.tot.nghiep).improving.customer.service.in.military.commercial.join.stock.bank.–.hoang.quoc.viet.branch(Luan.van.tot.nghiep).improving.customer.service.in.military.commercial.join.stock.bank.–.hoang.quoc.viet.branch limit the spread of information from bank customers not to settle complaints brought his dissatisfaction speak with others Build a team of loyal customers, loyal to the bank Customer’s loyalty in relationship show through the ability to increase the size and diversity of the transaction, the ability to persuade others to use mobile banking services The loyalty of customers increased profitability through increased revenue, decreased costs to attract customers, reduce customer sensitivity to prices, reduced costs of customer service because they were acquainted with the system's operation the bank To get a team of loyal customers, banks must first build trust, the trust of customers in banking, guarantee quality of service provided by the bank Construction-related standards of customer service such as: Willing to serve customers: Staff members always show a willingness to serve and consult to customers about bank’s services and products Make a good impression on customers This attitude creates a good interaction between customers and employees in the transaction Interests: Expressing concern, empathy and patience with customers Make customers feel their needs are properly concerned Actively communicate with customers to find customers seem shy, avoiding the mention of his demand Clean environment: Surroundings clean, no dirt from utensils, tables, chairs, computers, photocopiers, etc The previous transaction offices, branches should also clean, no objects obstructing the entrance Convenient for customers: Protect the unit must actively help customers when the transaction parking and take the car to leave Protection must always cheerful, enthusiastic, earnest to impress right from the first moment when the customer comes to dealing with MB Inside a transaction, teller must to ensure clear way, not put/to obstruct things The leaflets, forms, pens, etc should arrange convenient, easily accessible to customers Luan van 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(Luan.van.tot.nghiep).improving.customer.service.in.military.commercial.join.stock.bank.–.hoang.quoc.viet.branch(Luan.van.tot.nghiep).improving.customer.service.in.military.commercial.join.stock.bank.–.hoang.quoc.viet.branch(Luan.van.tot.nghiep).improving.customer.service.in.military.commercial.join.stock.bank.–.hoang.quoc.viet.branch(Luan.van.tot.nghiep).improving.customer.service.in.military.commercial.join.stock.bank.–.hoang.quoc.viet.branch(Luan.van.tot.nghiep).improving.customer.service.in.military.commercial.join.stock.bank.–.hoang.quoc.viet.branch(Luan.van.tot.nghiep).improving.customer.service.in.military.commercial.join.stock.bank.–.hoang.quoc.viet.branch(Luan.van.tot.nghiep).improving.customer.service.in.military.commercial.join.stock.bank.–.hoang.quoc.viet.branch(Luan.van.tot.nghiep).improving.customer.service.in.military.commercial.join.stock.bank.–.hoang.quoc.viet.branch Commitment to service: Employees must be committed to their work, to comply with the functions and tasks assigned, honest, enthusiastic and fun Communication: Communication is a very important factor in the quality of service In communications, staff should demonstrate enthusiasm, affable, polite, ready to help customers Pay attention to the voice, expressions intonation, volume enough to hear customers, capture the information easy to understand Professional services: Professionalism is a core requirement of good service quality, it can be standardized with the process and regulations, etc and the knowledge of other social work service Flexibility: Flexibility gives more optimal efficiency in their work towards MB and its customers However, flexibility must ensure compliance with regulations and statutes In terms of customers, the flexibility in job creation for customers to see better service and should take precedence over longer want to stick to MB Friendliness: In the process of working with customers, who work to have a friendly attitude, make customers feel comfortable to discuss the transaction needs Fairness: Employees must adhere to this principle seriously Do not let customers feel unfairly treated, can lead to emotional reactions, inhibition customers Credible: This is one of the most important elements of service quality system Customers come to MB when they have confidence in MB, in prestige as well as the commitment of MB Therefore, employees must be present to make customers believe in yourself and MB Responsibility: In any case, from the leadership to the staff to have responsibility for work assigned, must be responsible for their respective work and to be responsible for the customer Safety, Security: Another important factor is safety, security Employees must be committed with customers about the safety of transactions and customer Luan van 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(Luan.van.tot.nghiep).improving.customer.service.in.military.commercial.join.stock.bank.–.hoang.quoc.viet.branch(Luan.van.tot.nghiep).improving.customer.service.in.military.commercial.join.stock.bank.–.hoang.quoc.viet.branch(Luan.van.tot.nghiep).improving.customer.service.in.military.commercial.join.stock.bank.–.hoang.quoc.viet.branch(Luan.van.tot.nghiep).improving.customer.service.in.military.commercial.join.stock.bank.–.hoang.quoc.viet.branch(Luan.van.tot.nghiep).improving.customer.service.in.military.commercial.join.stock.bank.–.hoang.quoc.viet.branch(Luan.van.tot.nghiep).improving.customer.service.in.military.commercial.join.stock.bank.–.hoang.quoc.viet.branch(Luan.van.tot.nghiep).improving.customer.service.in.military.commercial.join.stock.bank.–.hoang.quoc.viet.branch(Luan.van.tot.nghiep).improving.customer.service.in.military.commercial.join.stock.bank.–.hoang.quoc.viet.branch information when trading in MB, to ensure the rights and obligations to customers in accordance with the provisions of Military Bank and legislation law Establishing a dedicated customer care at each transaction point Military Bank needs to establish customer care department to implement separate policies for customer care in order to retain customer loyalty to the bank, with functions such as: Receipt of complaints and inquiries from customers regarding products and services, monitor the frequency generated complaints about a service that enables them to make timely reports to the Board of Directors to take appropriate measures to improve product advances Collect feedback from customers, timely evaluation and information inversely customer reviews, mailing thank and reward our customers who contribute practical value Organize customer and promotions Perform all customer care program was oriented Luan van 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(Luan.van.tot.nghiep).improving.customer.service.in.military.commercial.join.stock.bank.–.hoang.quoc.viet.branch(Luan.van.tot.nghiep).improving.customer.service.in.military.commercial.join.stock.bank.–.hoang.quoc.viet.branch(Luan.van.tot.nghiep).improving.customer.service.in.military.commercial.join.stock.bank.–.hoang.quoc.viet.branch(Luan.van.tot.nghiep).improving.customer.service.in.military.commercial.join.stock.bank.–.hoang.quoc.viet.branch(Luan.van.tot.nghiep).improving.customer.service.in.military.commercial.join.stock.bank.–.hoang.quoc.viet.branch(Luan.van.tot.nghiep).improving.customer.service.in.military.commercial.join.stock.bank.–.hoang.quoc.viet.branch(Luan.van.tot.nghiep).improving.customer.service.in.military.commercial.join.stock.bank.–.hoang.quoc.viet.branch(Luan.van.tot.nghiep).improving.customer.service.in.military.commercial.join.stock.bank.–.hoang.quoc.viet.branch CHAPTER 3: RECOMMENDATIONS 3.1 Customer service orientation of MB Hoang Quoc Viet branch 3.1.1 Business orientation of MB Mission and vision Investing all efforts in building professional personnel who are expertise and dedicated to putting up the cost-effective and excellent banking and financial solutions to satisfy its corporate and personal customers Core values MB’s value is not defined by its assets but lies in its six inherent core values that are respected and upheld by each and every member of MB, including: trust cooperation customer care creativity professionalism efficiency Indicator Plan 2016 Chartered capital VNDb 7,300 Total assets VNDb 90,000 Total outstanding loans VNDb 40,500 Mobilized capital VNDb 75,000 Profit before tax VNDb 2,000 Proportion of bad debts % Transaction points pts 140 (Source: Annual report of Military 2014) Table 3.1: Objectives for 2016 Entering the year of 2016, with the judgments that the financial crisis has touched its bottoms and made initial recovery and Vietnam’s economy will welcome many opportunities for growth, the Board of Management of MB has set the targets for this year, “Investing all its resources for stable growth stage from 2012 to 2016, grasping all the new opportunities after crisis, realizing Luan van (Luan.van.tot.nghiep).improving.customer.service.in.military.commercial.join.stock.bank.–.hoang.quoc.viet.branch(Luan.van.tot.nghiep).improving.customer.service.in.military.commercial.join.stock.bank.–.hoang.quoc.viet.branch(Luan.van.tot.nghiep).improving.customer.service.in.military.commercial.join.stock.bank.–.hoang.quoc.viet.branch(Luan.van.tot.nghiep).improving.customer.service.in.military.commercial.join.stock.bank.–.hoang.quoc.viet.branch(Luan.van.tot.nghiep).improving.customer.service.in.military.commercial.join.stock.bank.–.hoang.quoc.viet.branch(Luan.van.tot.nghiep).improving.customer.service.in.military.commercial.join.stock.bank.–.hoang.quoc.viet.branch(Luan.van.tot.nghiep).improving.customer.service.in.military.commercial.join.stock.bank.–.hoang.quoc.viet.branch(Luan.van.tot.nghiep).improving.customer.service.in.military.commercial.join.stock.bank.–.hoang.quoc.viet.branch (Luan.van.tot.nghiep).improving.customer.service.in.military.commercial.join.stock.bank.–.hoang.quoc.viet.branch(Luan.van.tot.nghiep).improving.customer.service.in.military.commercial.join.stock.bank.–.hoang.quoc.viet.branch(Luan.van.tot.nghiep).improving.customer.service.in.military.commercial.join.stock.bank.–.hoang.quoc.viet.branch(Luan.van.tot.nghiep).improving.customer.service.in.military.commercial.join.stock.bank.–.hoang.quoc.viet.branch(Luan.van.tot.nghiep).improving.customer.service.in.military.commercial.join.stock.bank.–.hoang.quoc.viet.branch(Luan.van.tot.nghiep).improving.customer.service.in.military.commercial.join.stock.bank.–.hoang.quoc.viet.branch(Luan.van.tot.nghiep).improving.customer.service.in.military.commercial.join.stock.bank.–.hoang.quoc.viet.branch(Luan.van.tot.nghiep).improving.customer.service.in.military.commercial.join.stock.bank.–.hoang.quoc.viet.branch the comprehensive development target of 2016 and creating foundation for the strategic period from 2012 to 2016 for the whole MB Group” The target of MB Group is to become one of leading financial and banking groups in Vietnam by 2018 and to have its powerful member firm system listed top three in all respects of real estates, securities, fund management, insurance and asset management In order to realize the above objectives, MB will continue diversification and improvement of its product quality, investment in modern technology, expansion of partnership with strategic local and overseas partners With the goal of sustainable development, MB continues its improvement and enforcement of risk management system in order to well control the operation quality and firmly support its business entities Especially, MB will sharply focus on improvement of human resources quality - from the Board of Management, executive Board to all employees 3.1.2 Customer service orientation of MB Hoang Quoc Viet branch Military commercial join stock bank’s development strategy towards 20152020 period continue steadfastly with the goal "to become the leading retail bank sector" and oriented operational efficiency - secure – sustainable: Become the leading joint stock commercial bank leading the market on supply of financial and professional services in versatile package according to international standards Become the leading commercial bank in modernizing the country, dynamic, professional and trustworthy manner taking in all business activities Mission Establishing a comprehensive relationship with the economic groups of the maritime sector, post and telecommunications, aviation, investments, insurance Sustainable development, customer trust with small and medium enterprises Providing banking products and services with high quality to all customers Developing effective partnerships with financial institutions, in domestic and international areas With that vision, to complete the mission "is constantly evolving in order to provide customers with financial solutions package, most convenient, practical and reasonable price to continuously maximize the value added customers, shareholders, bringing the value of the profession and the welfare of employees; at the same time, contribute to the overall development of society and the Luan van (Luan.van.tot.nghiep).improving.customer.service.in.military.commercial.join.stock.bank.–.hoang.quoc.viet.branch(Luan.van.tot.nghiep).improving.customer.service.in.military.commercial.join.stock.bank.–.hoang.quoc.viet.branch(Luan.van.tot.nghiep).improving.customer.service.in.military.commercial.join.stock.bank.–.hoang.quoc.viet.branch(Luan.van.tot.nghiep).improving.customer.service.in.military.commercial.join.stock.bank.–.hoang.quoc.viet.branch(Luan.van.tot.nghiep).improving.customer.service.in.military.commercial.join.stock.bank.–.hoang.quoc.viet.branch(Luan.van.tot.nghiep).improving.customer.service.in.military.commercial.join.stock.bank.–.hoang.quoc.viet.branch(Luan.van.tot.nghiep).improving.customer.service.in.military.commercial.join.stock.bank.–.hoang.quoc.viet.branch(Luan.van.tot.nghiep).improving.customer.service.in.military.commercial.join.stock.bank.–.hoang.quoc.viet.branch (Luan.van.tot.nghiep).improving.customer.service.in.military.commercial.join.stock.bank.–.hoang.quoc.viet.branch(Luan.van.tot.nghiep).improving.customer.service.in.military.commercial.join.stock.bank.–.hoang.quoc.viet.branch(Luan.van.tot.nghiep).improving.customer.service.in.military.commercial.join.stock.bank.–.hoang.quoc.viet.branch(Luan.van.tot.nghiep).improving.customer.service.in.military.commercial.join.stock.bank.–.hoang.quoc.viet.branch(Luan.van.tot.nghiep).improving.customer.service.in.military.commercial.join.stock.bank.–.hoang.quoc.viet.branch(Luan.van.tot.nghiep).improving.customer.service.in.military.commercial.join.stock.bank.–.hoang.quoc.viet.branch(Luan.van.tot.nghiep).improving.customer.service.in.military.commercial.join.stock.bank.–.hoang.quoc.viet.branch(Luan.van.tot.nghiep).improving.customer.service.in.military.commercial.join.stock.bank.–.hoang.quoc.viet.branch community," MB strategy period 2015 - 2020 has established three core values to ensure compliance: Efficiency is the goal of all the work Learning and creativity to reach perfection Cooperation, trust is the driving force of success Based on the development strategy of MB, ballistic orientation of the banking sector and economic characteristics of the social situation in the MB in general and Hoang Quoc Viet branch in particular, they develop, set targets and enhance customer service quality as follows: Regarding the quality of human resources: Target number of staff to 120 people by 2020 Accordingly, the increase in recruitment of qualified staff capable of meeting the requirements of the internal recruitment; detect internal qualified staff, trained personnel prepared to inherit; construction recruitment policy, training and development in order to stabilize the personnel, maintenance workers' retirement rate below 10%/year Regarding quality banking technology: Information technology plays a huge role in business growth Oriented development of a modern bank, MB Hoang Quoc Viet Branch must implement strong technology strategy for the period 2015 - 2020 to: increase productivity of operations staff and diverse products modern services such as international banks based on advanced technology through continuous improvement, additions and software upgrades BDS system; Enhance competitiveness and management capacity of the Bank, by fully exploiting the remarkable features of the BDS system software, data warehouse system (Data warehouse) and continues to implement other projects About the service: Focus on developing products and services to retail, whereby increasing the proportion of revenues from services in the income structure Meet all the needs of customers of financial products and services oriented retail bank, which focuses cross-selling activities with partners services linked to the supply to the market financial products package with reasonable price; Make a difference in products and services to deliver practical results as well as enhance the competitiveness of the Bank; Development of new products in the field of monetary as derivatives and structured products (structured products), debt securities products, etc to meet and satisfy the needs of customers Luan van (Luan.van.tot.nghiep).improving.customer.service.in.military.commercial.join.stock.bank.–.hoang.quoc.viet.branch(Luan.van.tot.nghiep).improving.customer.service.in.military.commercial.join.stock.bank.–.hoang.quoc.viet.branch(Luan.van.tot.nghiep).improving.customer.service.in.military.commercial.join.stock.bank.–.hoang.quoc.viet.branch(Luan.van.tot.nghiep).improving.customer.service.in.military.commercial.join.stock.bank.–.hoang.quoc.viet.branch(Luan.van.tot.nghiep).improving.customer.service.in.military.commercial.join.stock.bank.–.hoang.quoc.viet.branch(Luan.van.tot.nghiep).improving.customer.service.in.military.commercial.join.stock.bank.–.hoang.quoc.viet.branch(Luan.van.tot.nghiep).improving.customer.service.in.military.commercial.join.stock.bank.–.hoang.quoc.viet.branch(Luan.van.tot.nghiep).improving.customer.service.in.military.commercial.join.stock.bank.–.hoang.quoc.viet.branch (Luan.van.tot.nghiep).improving.customer.service.in.military.commercial.join.stock.bank.–.hoang.quoc.viet.branch(Luan.van.tot.nghiep).improving.customer.service.in.military.commercial.join.stock.bank.–.hoang.quoc.viet.branch(Luan.van.tot.nghiep).improving.customer.service.in.military.commercial.join.stock.bank.–.hoang.quoc.viet.branch(Luan.van.tot.nghiep).improving.customer.service.in.military.commercial.join.stock.bank.–.hoang.quoc.viet.branch(Luan.van.tot.nghiep).improving.customer.service.in.military.commercial.join.stock.bank.–.hoang.quoc.viet.branch(Luan.van.tot.nghiep).improving.customer.service.in.military.commercial.join.stock.bank.–.hoang.quoc.viet.branch(Luan.van.tot.nghiep).improving.customer.service.in.military.commercial.join.stock.bank.–.hoang.quoc.viet.branch(Luan.van.tot.nghiep).improving.customer.service.in.military.commercial.join.stock.bank.–.hoang.quoc.viet.branch 3.2 Recommendations Recommendations to the head- office of Military commercial join stock Bank 3.2.1.1 Developing the internal management customer service system In recent years, to improve customer service, the MB system has developed the customer service system to customer care and satisfy customer advice on the overall system of MB in order to logic in management However, it still exists some limitations in deploying process in entire system, including MB Hong Quoc Viet Branch Therefore, to build a more complete customer service system, MB Head Office should manage themselves to be better in order to improve customer service beside some solutions, support procedures for each branch 3.2.1.2 Enhancing self-testing and adjustment to improve the customer service in MB Hoang Quoc Viet Branch The programs are under management by the office to maintain the quality of customer service and monthly deployment applies to every branch for office transactions, then the results will be sent to each branch or department for grading, marking point for staff The evaluations of cross branch or department to elect outstanding employees, affiliates complete customer service work to contribute to the improvement of customer service quality 3.2.1.3 Applying of modern banking technology The technological level with people using that technology plays a decisive role customer service quality Technology brings rapid progress and outstanding ability to meet customer expectations Banking technology as modern day sensibilities as an effective tool for providing service quality of service is better, more complete The trust and loyalty of customers dependent on modern technology, as well as the utility, added value for customers by applying that technology brings The bank needs to constantly improving banking technology platform and accelerate the application of the achievements of modern technology, especially information technology, because on the basis of modern technology, the new bank is conditional deployment of new services, open object wide range of customers Information technology allows banks to capture and fully updated information from customers, which allows bank to minimize risks from adverse selection and moral hazard Modern technology also enables banks to reduce costs, reduce transaction times, increased safety for our customers Luan van 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