credit services quality of vietnam joint stock commercial bank for industry and trade - vietinbank

Over the years, the general quality of service and service quality in commercial banks in particular have been many authors in the world research, such as: studies of Guo et al 2008 for

DEED OF DECLARATION

I, Chinh DONG TRUNG, hereby submit my thesis for oral examination, entitled

“Credit services quality of Vietnam Joint stock commercial bank for industry and

trade - VietinBank”, truthfully declare that the said paper is a product of my original

research investigation The data presented in the paper have clear origin

PhD candidate

Chinh DONG TRUNG - ERICH

ACKNOWLEDGMENT

This research was a process of learning that asked for the involvement of

individuals, companies and institutions During my research period, I received

unconditional co-operation from many individuals/organizations, and their support

was a key factor in successfully completing the thesis I greatly appreciate the

contribution of everyone involved and I apologize to those I do not mention by name

First of all, I am especially grateful to my supervisors, Profssor, DR Conrdo L

Abraham, who provided me with valuable guidance and comments throughout the

research period I also thank my supervisor for giving me the opportunity to work in

the area of my interest I would also like to thank the members of the reading for

reading the manuscript and for providing me with constructive comments

I would also like to thank: Professor, Dr Do Anh Tai, Dr Pham Hong Manh has

dedicated help me during this research, read the manuscript and provided me with

constructive comments

I extend especial thanks to the board of Rectors of Hanoi University of Industry

for permiting me to follow the doctoral course and creat favorable conditions for me

to accomplish this dotor course I would also like to express my gratitude to Thai

Nguyen University, Southern Luzon State University and their professors for

organization, support and help during the dotoral course

The Manager and Staff of accounting companies as customer VietinBank my

interview, the patience and their cooperation in answering these questions and other

data are given;

I wish to express my sincere thanks to my families and friends, who were

dedicated to helping me to complete this study, and all those who have contributed to

make this study a success

Hanoi, 9 th Augus 2013

Dong Trung Chinh – Erich

TABLE OF CONTENTS

DEED OF DECLARATION : i

ACKNOWLEDGMENT ii

TABLE OF CONTENTS iii

LIST OF TABLES v

LIST OF FIGURES vi

LIST OF CHARTS vii

Rating Sheet ix

PUBLICATIONS RELATED TO THE THESIS x

CHAPTER I: INTRODUCTION 1

1.1 Background of the Study 1

1.2 Statement of the Purpose 3

1.3 Significance of the Study 4

1.4 Scope and Limitations 5

1.5 The structure of the thesis 6

Chapter 2: REVIEW OF RELATED LITERATUES AND STUDIES 7

2.1 Review of related literature and studies 7

2 2 Conceptual Framework 16

2.3 Hypothesis 26

2.4 Definition of Terms and Variable 28

CHAPTER 3: METHODOLOGY 29

3.1 Research Design 29

3.2 Research Locals 30

3.3 Samples and Sampling Techniques Used 31

3.4 The analytical tools and data processing (Instrumentation) 33

3.5 Procedure 33

3.6 Statistical analysis of the data

CHAPTER 4: RESULTS AND DISCUSSION 36

4.1 Research Results 36

4.2 Discussion research 52

5.1 Summary 66

5.2 Conclusion 68

5.3 Recommendatio 69

BIBLIOGRAPHY 74

APPENDICES 1 80

APPENDICES 2 85

APPENDICES 3 92

APPENDICES 4 97

CURRICULUM VITAE 104 104

LIST OF TABLES

Table 3.1: Distribution of the sample in the study area 30

Table 4.1: Business objects to the transaction at VietinBank 39

Table 4.2: Table of Customer interest rate 41

Table 4.3: Status of the duly repaid for the credit loans 42

Table 4.4: The ease of approaching business credit in bank loans VietinBank 43

Table 4.5: The difficulty of accessing credit business loans at banks VietinBank 43

Table 4.6: Reliability Analysis – Scale: “Tangible” 44

Table 4.7: Reliability analysis – Scale: “Reliability” 44

Table 4.8: Reliability analysis – Scale: “Responsiveness” 45

Table 4.9: Reliability analysis – Scale: “Empathy” 45

Table 4.10: Reliability analysis – Scale: “Assurance” 46

Table 4.11: Reliability analysis - Scale: “Profile” 46

Table 4.12: Reliability analysis – Scale: “Satisfaction” 47

Table 4.13: Factor Analysis (EFA) 47

Table 4.14: “Results extracted factor "satisfaction" 48

Table 4.15: Correlations Analysis 49

Table 4.16: Results regression analysis 50

Table 4.17: Results summary components factor analysis after discovery 53

Table 4:18: Statistical average component "Tangible" 56

Table 4:19: Statistical average composition "Credibility" 57

Table 4:20: Statistical average composition "Empathy" 58

Table 4:21: Statistical average composition "Response" 58

Table 4:22: Statistical average component "Assurance” 59

Table 4.23: Statistics of the average "profile" 60

Table 4.24: Nonparametric Correlations 61

Table 4.25: Results of ANOVA analysis between qualities of service by gender 63

Table 4:26: Anova analysis results between qualities of service by gender 63

Table 4:27: Anova analysis results between quality of service and level of 64

Table 4:28: Anova analysis results between service quality by types of enterprise 65

LIST OF FIGURES

Figure 2.1: Model of customer satisfaction Teboul 17

Figure 2.2: Model technical and functional quality model 18

Figure 2.3: Model quality service 'based distance (GAP model) 19

Figure 2.4: model of causal relationships between perceived qualities with 21

Figure 2.5: Model of cause and effect between the perceived qualities of 22

Figure 2.6: Model customer satisfaction index of the United States 23

Figure 2.7: The research model with hypotheses based on five dimensions by Parasuraman et al (1988)

27 Figure 3.1: The process of conducting research 30

LIST OF GRAPH

Graph 4.1: Gender of clients in the study sample 36

Graph 4.2: Age group of Customer in transactions in VietinBank 37

Graph 4.3: The level of education of the Customer transaction VietinBank 38

Graph 4.4: The position of the Customer in the transaction of business with 38

Graph 4.5: The object to business transactions VietinBank 39

Graph 4.6: Characteristics of customer transactions at banks VietinBank 40

Graph 4.7: Structure of credit loan companies in the survey sample 40

Graph 4.8: Loan Purpose of businesses 41

Graph 4.9: Evaluate approaching credit services 42

Graph 4.10: The relationship between standardized residuals and standardized 61

Graph 4.11: Distribution of the estimated residuals from the regression model 62

PUBLICATIONS RELATED TO THE THESIS Dong Trung Chinh (2012) Solutions to reduce the credit risk of commercial

banks Research Journal of Finance and Accounting No 05 (106) 2012 ISSN 1859 -

4093 http://www.hvtc.edu.vn

Pham Hong Manh, Dong Trung Chinh (2013) Restructuring of the state -

owner corporations: Some recommendations Economy and Forrecast Review No 06,

3/2013 (542) ISSN 0866.7120 http://kinhtevadubao.com.vn

Pham Hong Manh, Dong Trung Chinh (2013) What effects the household

businesses’ intention to ask for loans Economy and Forrecast Review No 08, 4/2013

(544) ISSN 0866.7120 http://kinhtevadubao.com.vn

Dong Trung Chinh (2013) About the credit servicing quality at

Vietinbank Economy and Forrecast Review No 09, 5/2013 (545) ISSN

0866.7120 http://kinhtevadubao.com.vn

CHAPTER I INTRODUCTION

1.1 Background of the Study

The commercial banks are increasingly shows and demonstrated its important role

in the economy of each country, in which Vietnam is not an exception During the past

time, Vietnam's economy has been rapidly the integration with the world economy has

created many opportunities but also many challenges to every field, all economic

sectors, which has banks commercial

Credit activity is one of the main functions of the commercial banks, and this

activity is to create the largest source of income for banks in Vietnam The prosperity of

the commercial banks will depend on the quality of services, especially credit services

Put in the context of the increasingly fierce competition today, improving credit quality

to satisfy increasingly higher demands from customers are becoming major concerns of

the commercial banks today

The emergence of the joint-stock commercial banks, innovation and strong

advance of the big state-owned banks has brought better quality services, helping

businesses and individual’s conditional selection banking transactions and access to

banking services more easily This has making competition between banks already

fierce and now is fiercer Do not stop at the same attract talent, enough banks are always

looking for ways to entice customers to their dealings with banks, even banks are

subject to the preferential policies on interest rates, insurance for customers "VIP" my

clients have sales if large transactions, the demand for more credit,

With the fierce competition takes place thus improving the quality of services is

matter of survival for the competitiveness of the Bank The fact that banking is highly

the synchronism, so the problem is that banks do make a difference in service, high

usability, the banks will have strong competitive advantages

VietinBank bank is one of the most large scale operations in Vietnam, with a wide

branch network, have meet the demands investment from all economic sectors Activity

VietinBank credit is the main source of income, have created a large volume of asset for

the bank The total revenue, interest income and other expenses directly related to credit

operations, representing 65% - 75% However, the service quality of bank credit are still

many limitations, such as the procedures are still frills loan, the loan the conditions still

need the collateral, All of these problems are obstacles for customers in approaching

services at the bank credit If these problems are not be resolved soon be potential risks

for VietinBank in raising the competitiveness of the economy as well as enhance the

reputation of VietinBank on the domestic market and internationally

Over the years, the general quality of service and service quality in commercial

banks in particular have been many authors in the world research, such as: studies of

Guo et al (2008) for measuring service quality in the banking market share in China, the

study of Aldlaigan & Buttle (2002) for measuring the quality of banking services, and

research research of Sureshchandar et al (2002) on the relationship between service

quality and customers satisfaction Most of the research on quality of service is based on

the theoretical foundation for the quality of service Parasuraman et al (1985, 1988)

proposes to develop and scale models in his studies

In Vietnam, access to credit and the quality of banking services is also quite a lot

interested in studies author These typical researches such as: Le Van Huy and Pham

Thi Thanh Thao (2008) has assessed and consolidated measurement and indicators

setting priorities to improve quality of service, a case study in the banking sector

Measuring customer satisfaction with the quality of banking services in Saigon Joint

Stock Bank (2009) Just like the research world, the works are studied using the

theory of quality SERVQUAL service and scale of Parasuraman (1988) for applications

in the banking sector Meanwhile, research by Pham Hong Manh, Ha Thi Thieu Dao

(2010) on access to credit services to use the theory TDP to assess the accessibility of

credit services fisherman

Consciousness keenly this problem, leadership of VietinBank has many solutions,

such as: raise charter capital and improve technology, product diversification and

especially improve the quality of service in stages, including credit services to improve

the quality of banking services to fast market share rapidly Apparently, evaluation of

credit quality service to more responsive customer satisfaction is a regular operation of

VietinBank to know the quality of their service credit where there are gaps what with

the customer's expectations for improved measures to improve service quality and its

competitiveness is very necessary problem

Stemming from the above problems have motivated the authors to choose research

topics: "Credit quality services at Viet Nam joint-stock commercial bank of

industry and trade - VietinBank" The research results will be the basis of practical

importance to leadership of VietinBank see where the problem needs attention, improve

public issues to enhance the quality of our services that is adaptable to the satisfying the

customers better in the the next time

1.2 Statement of the Purpose

1.2.1 Overall object

Study level of customer satisfaction with service quality of VietinBank - Red River

Delta region - Vietnam, then to propose solutions to improve the quality of service

credit VietinBank, while improving the competitiveness and efficiency of the business

VietinBank

1.2.2 Special objects

With the above general objectives, the thesis aims to:

1 Identify the components of quality service credit of VietinBank;

2 Build scale components of service quality credit for VietinBank;

3 Know the significant relationship between qualities of service composition,

demographic characteristics to satisfaction of customers on credit quality of

1.2.3 The study questions

From the thesis objectives on will concentrate the content the answer to the

following research questions:

1.What is the composition of the quality of service of VietinBank?

2.What are the scale components of service quality credit for VietinBank?

3.What are the significant relationships between qualities of service composition,

demographic characteristics to satisfaction of customers on credit quality of

VietinBank?

4 What are the possible models that influence the customer satisfaction about credit

quality of VietinBank?

5.What are the recommendations necessary for the management of VietinBank

based on the results?

1.3 Significance of the Study

1.3.1 In scientific terms:

First, the thesis system theoretical basis of quality and service in general banking

and credit services in particular

Second, from the theoretical foundations for quality of service, the subject has built

research models and theories of the component factors of service quality for customer

satisfaction for financial services VietinBank use in Vietnam

1.3.2 About is practicable:

About a practical level, the thesis gives a sense of the following:

First, services are difficult to measure, identify the elements of a quality

characterized by customer service evaluation, especially credit services is essential

Understanding the expectations and perceptions of customers towards banks help

managers better understand, more sympathetic, more enthusiasm for serving his

audience

Second, the level of quality of service credit provided by the Bank and its degree

of influence to the satisfaction of bank customers have the opportunity to help look at

ourselves from the perspective of the customer From there, make policy management,

appropriate operational measures to improve service quality, better serve our customers

well, as follows:

For banks: Bank helps to capture the reality of quality products and services at

their banks are managed, and in particular to measure the satisfaction level of the

customers are, which easily easy building strategies, action plans towards achieving

each target customer satisfaction and customer loyalty, thereby retain customers and

increase profits

The level of quality of services provided by the Bank and its degree of influence

to the satisfaction of bank customers has the opportunity to help look at ourselves from

the perspective of the customer From there, make policy management, appropriate

operational measures to improve service quality, customer service better

- For bank staff: Services are difficult to measure, identify the elements of a

quality characterized by customer service evaluation, and especially credit services are

essential Helping clients assess satisfaction to meet the expectations and perceptions of

customers through bank staff help bankers better understand, more sympathetic, more

enthusiasm for serving his subjects

- For the Customer: Once customers see no quality difference between their

expectations and their quality is perceived as a consumer service, the quality of service

that is considered perfect These problems are closely related to the satisfaction and

loyalty of customers, and then indirectly affect the Bank's income

- For study: thesis done in the hope of contributing to the system part of the

rationale for assessing service quality satisfaction measurement of credit quality and in

particular quality banking services in general

In addition, the study results can be the basis for other units of the system

VietinBank application forms or other similar services may also apply, such as

telephone service, transportation service passenger, courier services

1.4 Scope and Limitations

To make the thesis, the author uses the model components Parasuraman quality of

services to assess client satisfaction with services VietinBank credit Although there

have been many efforts in the implementation process, but the thesis remains certain

limits:

First, in the process of collecting documents and data investigation on the use of

credit services to customers VietinBank still difficult Therefore, the sample size is

small compared to investigate the number of customers using the services of

VietinBank in the Red River Delta region due to the limitation of time and financial

resources

Second, stratified sampling method for the local study area can not represent

many different customers

Third, with a large credit institution as VietinBank many different services, such

as loans, receiving deposits, ATM, cash However, a new study stopped just in

financial services research of this bank

Fourth, from analysis the quality service composition in thesis primarily based on

the theory of service quality, namely that model is of Parasuraman SERVQUAL

adjusted for the characteristics of VietinBank in the region Red River Delta, Vietnam

1.5 The structure of the thesis:

In addition to the references and appendices, the thesis is designed with 5

chapters, including:

Chapter 1: Introduction

In this chapter, the subject matter presented, including: the need for research,

research objectives, and the contribution of the research, study and limitations of the

thesis structure

Chapter 2: Review of related literatues studies

The content of this chapter, the topic will present the theory of quality of service

and quality of credit services, such as service, service quality, customer satisfaction;

service quality models Parasuraman's and finally present the theoretical framework,

the research hypotheses about the factors affecting customer satisfaction with quality of

service credit VietinBank

Chapter 3: Research Methodology

In Chapter 3, the thesis focuses on the study design to achieve the objectives of

the thesis The contents of Chapter 3 presents the basic issues such as research design,

survey questionnaire, sample and sampling methods research, analysis methods and

data processing statistics

Chapter 4: Results and Discussion

The main content is presented in Chapter 4 is the result of the thesis research,

including descriptive statistics on the characteristics of the sample of customer

transactions, loan characteristics, loan purpose, the difficulties customers' access to bank

credit VietinBank

Besides, the content of this chapter, the thesis presents the results of analysis

scale, factor analysis to explore (EFA), the analysis results of the regression model

component quality financial services the use of customer satisfaction in VietinBank

Chapter 5, Summary, Conclusion and recommendations

Chapter 2:

REVIEW OF RELATED LITERATUES AND STUDIES

In chapter 2, the subject will present the theoretical background to form a

theoretical framework for the study The content presented solution includes: Services

and characteristics of services and service quality, service quality of bank credit,

customer satisfaction and the relationship between service quality customer

satisfactions In addition, an overview of the research model represents the quality of

the service; the components of service quality are also presented

Finally, the proposed topic model into the study of the quality of service credit for

customer satisfaction is also presented in the chapter content

2.1 Reviw of Related Literature and Studies

2.1.1 The service

The concept of service: According to modern marketing research Kotler and

Armstrong (2004) service definition as follows: "Service is any act or benefit one party

can offer to another party that is basically very and the owner does not bring any”

Services are 04 properties below:

- Invisibility (intangibility): a pure service can not be evaluated using any public

body senses before it is purchased Therefore, to reduce uncertainty, people will search

for evidence of the quality of service from their audience exposure, equipment that they

see

- The inseparable (inseparability): specific services are produced and consumed

simultaneously at the same time If someone is hired, the service provider side will be

part of the service, whether the service provider is the real person or machine Because

customers will also be present at the services offered to the interaction between the

service provider and the customer is a special feature of services marketing

- Calculate or change (variability): characteristics reflected in the quality of

service depend on the service provider, time, location and the way services are

provided

- The fragile (perishability): other services to the common goods in that it can not

be stored In other words, services are more sensitive to common goods before the

change and the diversity of needs When demand changes, the service company always

looking to match supply and demand together, such as the travel companies always hire

car to serve tourists in the peak season

In addition to the above properties, the service can be described with the

- Need more manpower: services typically include significant human activity,

rather than the process of being set up correctly Therefore, human resource

management is very important Human factor is often a key factor to the success in the

service sector

- Fluctuations needs: it is difficult to predict demand Demand can vary by season,

time of day, the business cycle

- No refund if customers are not satisfied, they can return the money, but services

can not be refunded

- Through human relations: the role of man in the service is generally very high

and customers when evaluating appraisal services

- The individual: customer service evaluation based on his personal experience a

lot

- Psychology: service quality is evaluated according to the psychological state of

the client

2.1.2 Quality of service

Quality service is what customers perceive through feel the perception or

customer related to their individual demand

According to Parasuraman, Zeithaml and Berry (1985), the quality of service as

perceived by customers as a value-creating services worthy of their previous

expectations According to Parasuraman (1988), expectations of service quality is the

desire of the customer, which means they feel providers to perform will not perform the

requested service

Other quality goods are tangible and can be measured by objective criteria such as

functionality, features, and durability However, service quality is intangible Therefore,

identify Zeithaml (1987) explains: "Quality of service is the customer's evaluation of

the ultra Vietnam and the great general of an entity It is a form of behavior and

consequences from a comparison between what is expected and awareness of what we

receive "

But Lewis and Booms said: "Service is a measure of the level of service given to

customers with adequate customer expectations of to where Creating a quality service

that is expected to meet customer a consistent manner "This comment clearly

demonstrates that the quality of service related to customer expectations and their

perceptions of the service

In the banking sector, quality of credit services is the ability to satisfy the credit

services for the expectations of borrowers, In other words, it is the gap between the

expectations of borrowers with their feelings about the results they get after transactions

loans Bank

About the characteristics of service quality, by Kotler, P., (2004), service quality

has the following basic characteristics

First, outstanding For customers with quality service is a service that

demonstrates its superiority over other products The advantages of this makes Vietnam

service quality becomes a competitive advantage of the service provider and this

depends largely on the perception of the service received This relationship has great

significance in evaluating the quality of service from the client side in marketing

activities and research of customer satisfaction

Second, specificity of the product: Quality of service is the sum of the core and

the essence crystallized in creating products and services of the particular characteristics

of products and services These high quality products will contain more "dominant

characteristic" of tangible and intangible assets that customers can feel and choice

However, in practice very difficult to determine the dominant characteristic absolute

accuracy and completeness

Third, supply: Quality of service associated with the service delivery process to

customers, the internal factors of the service providers, such as service deployment,

service style and service providers will decide good quality or bad service Therefore, to

improve service quality, service providers must first improve intrinsic factor to form

long-term strengths of themselves in service activities provided to customers

Fourth, the satisfying: Services designed to meet the demands of customers

Therefore, the quality of service necessary to meet customer needs and requirements of

customers taking as a basis to improve service quality If customers feel that the service

does not meet their needs, they will not be satisfied with the quality of service they

receive or otherwise valuable service to customers This is really important because

providers are now geared towards customer needs and try to meet those requirements in

an optimal way possible This feature is driven by external impact more

Fifth, the create value: Quality of service associated with the value created for

the customer service Businesses create customer value and the object that receives the

value So, consider the quality of service or more specifically, the value brought to

customers depends on the customer's evaluation, not businesses Customers typically

receive these services bring value and compare them with what they expect to receive

Therefore, the value creation is the basic feature and is the foundation for the

construction and development of quality business services

2.1.3 Measuring the quality of services

Quality of service credit is the ability to meet the service credit for the expectations

of borrowers, in other words, it is the gap between the expectations of borrowers with

feelings them about the results they get after dealing with bank loans

Unlike tangible products can touch, smell, see or taste and can be evaluated quite

easily by consumers, products and services are therefore invisible to assess the quality

of services is difficult much Parasuraman & the authors have studied the flow channels

of quality and service for many researchers is fairly comprehensive (Svensson 2002)

Accordingly, the SERVQUAL scale includes 05 components and 22 variables was

observed mainly in the marketing tool to evaluate the service quality of service

Parsuraman & et al (1994) scale continuous testing and reviewing different theories and

that the SERVQUAL scale was reliable and valid This scale can be applied in different

environments and services vary from different contexts such as markets, types of

services

In the banking sector, many researchers have applied SERVQUAL scale in

measuring the quality of services such as: Lotfollah R.Bishu Najjar and Ram (2006),

Ugur Yavas (2007) The study these focuses on the calibration quality components are

based on variables suggested by Parasuraman SERVQUAL deals with five service

quality dimensions

The tangible elements deal with the availability of physical facilities, equipment

and personnel Reliability is the ability of the service provider to perform a service

dependably and accurately Responsiveness is concerned with the willingness of service

provider to assist customers and deliver prompt services Assurance means that

customers can put their trust in service provider employees and Empathy is

individualized care and attention that customer receives from service deliver

(Parasuraman et al 1988) The SERVQUAL questionnaire covers these five service

quality dimensions using two portions One portion is comprised of expectations of

customer and other is based on received service quality perception Each portion has 22

items

The use of SERVQUAL instrument has already been validated in assessing service

quality of repair and maintenance service providing firm, long-distance telephone

corporation, telecommunication, credit card company, information system, libraries,

insurance, restaurant, health care and retail chains (Parasuramanet al 1988; Van der

Wal et al 2002; Kilbourne et al 2004; Lee and Ulgado 1997; Mels et al 1997;

Parasuraman et al 1985; Jiang et al 2000; Cook and Thompson 2001)

The applicability of SERVQUAL in banking sector has revealed various results

SERVQUAL application in Cyprus banking industry has identified three dimensions

influencing the service quality i.e tangibles, reliability, and responsiveness-empathy

Assurance has been eliminated due to inadequate factor loadings (Arasli et al 2005)

Use of SERVQUAL in Chinese banking sector have revealed six dimensions of service

quality i.e tangibles, reliability, responsiveness, assurance, empathy 1 (understanding of

needs) and empathy 2 (convenient operating hours) (Lam 2002) The quality of the

services that a bank provides is related to the satisfaction of customers and it is

estimated by dissatisfying and satisfying the service provided by the bank over time

The perceived service quality has positive effect on satisfaction of customers Previous

studies have revealed that perceived service quality has positive effect on satisfaction of

customer in four service sector i.e dry cleaning, fast food, pest control and banking

(Cronin and Taylor 1992) Bei and Chiao 2006 also reported positive influence of

perceived service quality on three service providers i.e petrol station, automobile repair

and banking Significant correlations have been found between overall customer

satisfaction and service quality dimensions (Aldaigam and Buttle 2002) The service

quality in banking industry relates to assurance, empathy, responsiveness and reliability

(Johnston 1995) Reliability and assurance has strong influence on banking sector

service quality and customer satisfaction (Zhou 2004) Study carried out on USA,

Netherland, Hong Kong, morocco and Australian banking sector reported direct impact

of service quality on customer satisfaction (Brady et al 2005) Similar results have been

reported in Greek banking industry (Arsali et al 2005)

Six dimension scales for evaluating service quality in banks have been developed

by Bahia and Nantel (2000) from the original ten dimensions proposed by Parasuraman

et al (1985) The six dimensions were reliability, tangibles, access, effectiveness and

assurance, range of services and prices The application of SERVQAL in Islamic

banking revealed six dimensions An extra dimension “compliance to the Islamic law’

was added in SERVQAL five dimension scale (Othman and Owen 2001) A modified

version of SERVQUAL based on three dimensions i.e empathy, tangibles and human

skill have been proposed by Jabnoun and Al-Tamimi (2003)

A study on Canadian banking system revealed six service qualities dimensions i.e

reliability, tangibles, access, assurance, effectiveness, services portfolio The reliability

of data falls in range of 0.78-0.96 The study involved 115 bank customers, 31 items

and seven point likert scales was used in study (Bahia and Nantel 2000) Evaluation of

service quality in Australian Banks yield four dimensions of service quality i.e

communication, credibility, staff conduct and access to teller services The study was

conducted on 791 customers of bank and overall data reliability was in the range of

0.80-0.88 17 items and five point likert scale was used (Avikaran 1994)

In (2008) evaluated the quality of retail banking services in the United States and

South Korea It involved 129 respondents Reliability was in range of 0.72-0.85 23

items and seven point likert scale was used in study Four dimensions of service quality

were identified i.e trustworthiness, functionality, appearance and helpful employees

Service quality of corporate banking in China was evaluated by Guo et al (2008) 259

corporate customers were involved in study Reliability of data falls in range of

0.88-0.93 20 items and seven point likert scale was used in study The service quality

dimensions identified were reliability, technology, communication, technical quality

and human capital

The quality of the services that a bank provides is related to the satisfaction of

customers and it is estimated by dissatisfying and satisfying the service provided by the

bank over time The perceived service quality has positive effect on satisfaction of

customers Previous studies have revealed that perceived service quality has positive

effect on satisfaction of customer in four service sector i.e dry cleaning, fast food, pest

control and banking (Cronin and Taylor 1992) Bei and Chiao 2006 also reported

positive influence of perceived service quality on three service providers i.e petrol

station, automobile repair and banking Significant correlations have been found

between overall customer satisfaction and service quality dimensions (Aldaigam and

Buttle 2002) The service quality in banking industry relates to assurance, empathy,

responsiveness and reliability (Johnston 1995) Reliability and assurance has strong

influence on bankng sector service quality and customer satisfaction (Zhou 2004)

Study carried out on USA, Netherland, Hong Kong, morocco and Australian banking

sector reported direct impact of service quality on customer satisfaction (Brady et al

2005)

In Vietnam, according to some researchers in the field of Bank of model variables

Parasuraman will continue to be used and also add some scale adjustments such as

scales reputation, prestige bank, the branch network, product and service quality (Le

Van Huy & Pham Thi Thanh Thao (2008))

Thus, although the quality of services varies by sector, market different scales,

the SERVQUAL scale is reliable and valid in theory and practice In research quality

banking services, the study was not large and no significant interest in the concept of

customer satisfaction Therefore, this topic will continue to use the previous research on

actual stock Commercial Bank for Industry and Trade Vietnam is seeking to achieve the

research objectives as outlined

2.1.4 Customer satisfaction

Through the definition of services and studies measuring the quality of services as

described above, we may remark that service quality is the cause customer satisfaction

or not There are many definitions of customer satisfaction:

- Oliver (1997) defines "Customer Satisfaction is the consumer feedback, the

comments on the characteristics of the product, service or yourself products and

services Reflections this will show the different levels of satisfaction when they

consume products and services "

- According to Spreng and colleagues (1996), the "customer satisfaction is the

emotional state backlog in their mind after using the product or service."

- According to Zeithaml & Bitner, 2003 "Satisfaction is the process of review and

evaluation of the client's product or service that the product or service has met the needs

and expectations of them or not "

- According to the ISO 9000:2000 standard, the basis and vocabulary, customer

satisfaction is the customer's perception of the level of response required That process

is the set of operations to determine the value of a quantity Thus customer satisfaction

index is the measure of "value" customers feel the about the level of satisfaction of their

demands

- According to Philip Kotler & Armstrong (2004, p 351): "The satisfaction of

customers on a purchase depends on the ability of the product compared to what buyers

expect Consumers can take the different levels of satisfaction If the product of weaker

than expected, customers will be dissatisfied If the product's performance matches

expectations, the customer will be satisfied If the energy is high than expected,

customers will be extremely satisfied and happy "The expectation here is to bring value

to customers at the highest level - it is about the difference between total customer value

and total customer cost Total customer value is the total value of products, services,

personnel and image that customers receive Total customer costs are the costs in terms

of money, time, energy and spirit of the people must be buying

Thus, the most general overview, customer satisfaction index is the measure of a

state of feeling derived from the comparison of results obtained from the product or

service with the expectation that There are important implications of this definition:

- Because customer satisfaction is a subjective state, not quantitative measurements

will be inaccurate and require sampling and statistical analysis

- Measure customer satisfaction need to understand the quality the distance between

expected service and quality customer service felt

2.1.5 Relationship between service quality and customer satisfaction

The relationship between service quality and customer satisfaction has been

extensively studied in the literature, the general perception of the researchers said that

these are two separate concepts; quality of service is the cause lead to satisfaction

Many empirical studies have been conducted to demonstrate the relationship

between service quality and satisfaction, are the two prominent research Cronin &

Taylor (1992) and Oliver (1993) has tested this relationship and concluded that feel

service quality leads to customer satisfaction The study concluded that service quality

is the antecedent of satisfaction (Cronin & Taylor, 1992; Spreng & Mackoy, 1996) And

is the main factor affecting satisfaction (Ruyter, Bloemer, Peeters, 1997) Oliver (1993)

suggested that service quality is one determinant of satisfaction (Parasuraman, 1985,

1988)

Quality service and customer satisfaction is an important factor for the success of

any enterprise (Gronoos, 1990, Parasuraman et al, 1988) As Valdani (2009) points out,

businesses exist because there is a customer to serve The key to achieving sustainable

advantage lies in providing high-quality service results in satisfied customers

(Shemwell et al, 1998) Quality service and customer satisfaction is an important factor

in the fight to obtain competitive advantage and keep customers

Customer satisfaction is the result of the customer's perception of perceived value

in a transaction or relationship, where value is equivalent to the quality of services

received, compared with the expected value Inputs from transactions or relationships

with competing vendors (Balanchard & Galloway, 1994; Heskett et al, 1990; Zeithaml

et al, 1990) To achieve customer satisfaction and to meet them, businesses can quickly

understand and meet customer demand, make greater profits than those who do not

understand, and respond to them (Barsky & Nash, 2003)

Parasuraman et al., (1985) suggested that when perceived service quality is high,

then it will lead to increase in customer satisfaction He supports that fact that service

quality leads to customer satisfaction and this is in line with Saravana & Rao, (2007,

p.436) and Lee et al., (2000, p.226) who acknowledge that customer satisfaction is

based upon the level of service quality provided by the service provider

According to Sureshchandar et al., (2002, p 363), customer satisfaction should be

seen as a multi dimensional construct just as service quality meaning it can occur at

multi levels in an organisation and that it should be operationalized along the same

factors on which service quality is operationalized

According to Negi, (2009, p.33), the idea of linking service quality and customer

satisfaction has existed for a long time He carried a study to investigate the relevance of

customer-perceived service quality in determining customer overall satisfaction in the

context of mobile services (telecommunication) and he found out that reliability and

network quality (an additional factor) are the key factors in evaluating overall service

quality but also highlighted that tangibles, empathy and assurance should not be

neglected when evaluating perceived service quality and customer satisfaction This

study was based only on a specific service industry (mobile service) and we think it is

very important to identify and evaluate those factors which contribute significantly to

determination of customer-perceived service quality and overall satisfaction

Fen & Meillian, (2005, p.59-60) found that both service quality and customer

satisfaction have a positive effect on customer’s re-patronage intentions showing that

both service quality and customer satisfaction have a crucial role to play in the success

and survival of any business in the competitive market This study proved a close link

between service quality and customer satisfaction

Sureshchanender et al (2002, p.372) Implement a study to find out the

relationship between service quality and customer satisfaction, from their research, they

concluded that there exists a very large dependence between the two structures and an

increase in one can lead to another increase In addition, they pointed out that service

quality is more abstract customer satisfaction because customer satisfaction reflects

customers' feelings of many encounters and experiences with the company services

while service quality can be affected by perceptions of value (benefits related to cost) or

by the experience of others which can not be good

In model studies also have multiple authors propose a model of quality of service

credit Teboul (1991) have developed models for the study of customer satisfaction on

the quality of service credit Quality of service is perceived by customers with three

different levels of satisfaction: (i) if the actual results worse than expected, the customer

will not be satisfied, (ii) if the actual future results expectation value for the customer

will be satisfied, and (iii) if the actual results exceeded expectations, customers will

enjoy

Figure 2.1: Model of customer satisfaction Teboul

(Source: J Teboul, Managing Quality Dymanmics (Englewood Cliffs, NJ: Prentice Hall, 1991))

Overall, the model is simple, to define our understanding of customer satisfaction in

general as consumers of products and services businesses The model has not yet been

the factors that affect customer satisfaction and Cause and effect relationships between

them how do

Research by Gronroos, (1984), A firm in order to compete successfully must have

an understanding of consumer perception of the quality and the way service quality is

influenced Managing perceived service quality means that the firm has to match the

expected service and perceived service to each other so that consumer satisfaction is

achieved The author identified three components of service quality, namely: technical

quality; functional quality; and image (Figure 2.2):

Figure 2.2: Model technical and functional quality model

Souce: (Gronroos, 1984)

The ability of

businesses

Customer demand are fulfilled

Customer demand

Where:

(1) Technical quality is the quality of what consumer actually receives as a result

of his/her interaction with the service firm and is important to him/her and to his/her

evaluation of the quality of service

(2) Functional quality is how he/she gets the technical outcome This is important

to him and to his/her views of service he/she has received

(3) Image is very important to service firms and this can be expected to build up

mainly by technical and functional quality of service including the other factors

(tradition, ideology, word of mouth, pricing and public relations)

Parasuraman et al (1985) proposed that service quality is a function of the

differences between expectation and performance along the quality dimensions They

developed a service quality model (Figure 2.3) based on gap analysis The various gaps

visualized in the model are:

Gap 1: Difference between consumers’ expectation and management’s

perceptions of those expectations, i.e not knowing what consumers expect

Gap 2: Difference between management’s perceptions of consumer’s expectations

and service quality specifications, i.e improper service-quality standards

Gap 3: Difference between service quality specifications and service actually

delivered i.e the service performance gap

Gap 4: Difference between service delivery and the communications to consumers

about service delivery

Figure 2.3: Model quality service 'based distance (GAP model)

Souce: (Parasuraman et al., 1985)

Gap 5: Difference between consumer’s expectation and perceived service This

gap depends on size and direction of the four gaps associated with the delivery of

service quality on the marketer’s side

According to this model, the service quality is a function of perception and

expectations and can be modeled as:

Where: SQ: overall service quality; k: umber of attributes

Pij: Performance perception of stimulus i with respect to attribute j

Eij: Service quality expectation for attribute j that is the relevant norm for

stimulus i

Figure 2.4: model of causal relationships between perceived qualities with

customer satisfaction

Nguồn: (Zeithaml et al., 1988)

- Zeitham Research & Bitner (2000) has built causal model between the feel

qualities of the customer with customer satisfaction The model components include

product quality, service quality, price, and situational factors and personal factors In

which:

- Service quality: an assessment of the current customer service combined as

customer service, the condition that the product, the service sector and product

- Product quality: evaluation of current consumer product

- Price: previous studies recognize that customer satisfaction depends on the

price Price is the amount paid to receive products or services Prices are expected to

have a direct impact on customer satisfaction

- The situational factors: including some uncontrollable factors, such as

consumer experience of our customers, the customer's evaluation of the company

- The individual factors such as age, occupation, economic circumstances,

lifestyle, personality, perception, customer sentiment, the psychological factor

Figure 2.5: Model of cause and effect between the perceived qualities of the

customer with customer satisfaction

Source: Zeithaml & Bitner (2000)

Can be seen that this model has shown to be the factors affecting customer

satisfaction as a consumer of products and services in general and the relationship

between them However, the model still only downside is still not out of the difference

between the value of the product that customers receive from the function, the value of

the product that customers have expectations before buy It was not a model has several

advantages that we can apply to the research for this thesis However, it allows us to be

The individual factors

able to use modeling causal factors affecting customer satisfaction in general and for

particular services

In the U.S., customer satisfaction index (American Customer Satisfaction Index -

ACSI) is proposed with the constituent elements, such as expectations, perceived

quality Thus, the perceived value is affected by perceived quality and customer

expectations Meanwhile, customer expectations have a direct impact on the perceived

quality In fact, the higher the expectations, maybe the quality standards of customer

experience for the product as high or vice versa Therefore, requirements for product

quality and service provided to customers and the need to ensure are met on the basis of

their satisfaction The satisfaction of customers is made on the basis of perceived

quality, expectations and perceived value, if the quality and perceived value higher

expectations will create loyalty with customers, Otherwise, there are no complaints or

grievances about the products they consumer

Figure 2.6: Model customer satisfaction index of the United States

Source: American Customer Satisfaction Index – ACSI

Most writers agree that customers’ expectations are rarely concerned with a single

aspect of the service package but rather with many aspects (see, for example, Berry et

al., 1985; Johnston and Lyth, 1991; Sasser et al., 1978)

Parasuraman et al (1985) provided a list of ten determinants of service quality as a

result of their focus group studies with service providers and customers: access,

Customer satisfaction

communication, competence, courtesy, credibility, reliability, responsiveness, security,

understanding and tangibles, including:

1 Reliability (Reliability): say the ability to perform services on time and fit right

the first time

2 Response (Responsiveness): to speak the desire and willingness of service

personnel to provide services to clients

3 Service capacity (Competence) speaks qualified to perform the service The

ability to express the service staff contact with customers, employees directly engaged

in the service, ability to capture research-related information necessary for customer

service

4 Access (Access): involves facilitates easy for customers to access services such

as shortening the waiting time of customers, service locations and opening hours

convenient for customers

5 Calendar (Courtesy) says the affable service, respect and customer friendly

6 Communication (Communication): communication involves communicating to

customers in a language they understand, and easy to listen to issues relating to their

service as explained, costs, claims settlement questions

7 Trust (Credibility): the ability to speak to customer confidence, as customers

rely on the company This ability is reflected in its name and reputation of the company,

the manner of service staff to communicate directly with customers

8 Safety (Security) related to the ability to ensure the safety of customers,

expressed through the physical safety, financial, and information security

9 Understanding customers (Understanding / Knowning the customer): the ability

to show through understanding customer needs through understanding of customer

requirements, interested individuals and recognize their regular customers

10 Tangible (Tangibles) expressed by looks, outfits of the service personnel, the

equipment for service

Clearly, from a best value perspective the measurement of service quality in the

service sector should take into account customer expectations of service as well as

perceptions of service However, as Robinson (1999) concludes: "It is apparent that

there is little consensus of opinion and much disagreement about how to measure

service quality" One service quality measurement model that has been extensively

applied is the SERVQUAL model developed by Parasuraman et al (1985, 1986, 1988,

1991, 1993, 1994; Zeithaml et al., 1990) SERVQUAL as the most often used approach

for measuring service quality has been to compare customers' expectations before a

service encounter and their perceptions of the actual service delivered (Gronroos, 1982;

Lewis and Booms, 1983; Parasuraman et al., 1985) Parasuraman et al (1988) later

distilled these ten dimensions into five by using a factor analysis There five dimensions

are: (1) Tangibles, (2) Reliability, (3) Responsiveness, (4) Assurance, (5) Empathy

According to the SERVQUAL scale to help the service provider to understand

customer expectations and customer reviews for specific types of services, as well as

improving the quality of specific services, as well as improvements service quality over

time Scale also helps orient factors specific services should be improved and training

opportunities, employee retraining Levels were analyzed in detail, the data provided by

the application scales have very high practical significance for managers SERVICE in

measuring customer satisfaction Launched in 1988, SERVQUAL scale to help the

service provider to understand customer expectations and customer reviews for specific

types of services, as well as improvements in the quality of service time past Scale also

helps orient factors specific services should be improved and training opportunities,

employee retraining Be analyzed at the level of detail of the data provided through the

application of the scale has very high practical significance for the management of

services in the measurement of customer satisfaction Launched in 1988, SERQUAL

scale has been used continuously for more research on the service sector: health care,

banking, equipment repair and other professional fields The ultimate goal of the

research as well as the provider is geared to customer satisfaction hang So what is

satisfaction? The level of satisfaction is the feeling of the state begins with a

comparison of results obtained from the product / service with the expectations of the

person (Kotler, 2001)

2.2 Conceptural Framework

2.2.1 General assessment about related the studies

From the review of the relevant research shows overall service quality and the

credit quality of particular services will be based on the component model of service

quality Parasuraman et al (1988) for the development of the different sectors Five

component quality basic services such as:

(1) Tangibles Physical facilities, equipment and appearance of personnel

(2) Reliability Ability to perform the promised service dependably and accurately

(3) Responsiveness Willingness to help customers and provide prompt service

(4) Assurance (including competence, courtesy, credibility and security)

Knowledge and courtesy of employees and their ability to inspire trust and confidence

(5) Empathy (including access, communication, understanding the customer)

Caring and individualized attention that the firm provides to its customers

From the review of the relevant research shows that, in general quality of service

and quality of service credit will be based in particular the component model of service

quality Parasuraman et al (1988) to develop in different areas In the banking sector,

credit quality service is not out of the basic components However, according to some

researchers in the banking sector in Vietnam, is the measure of credit quality of bank

services in Vietnam, will continue to use the available variables in the research model

given by Parasuraman et al (1988) Also made some adjustments in 05 scale

components:

First, there is a big difference in the target customers of the bank This may because

the greatest impact to the research scale is no longer suitable Customers of the new

bank formed later developed primarily consumer level is not high; demand is not large

modern services, often used in routine services

Second, banks are largely not equipped with modern banking services, network

development activities as well as not able to provide services to the market are limited

Therefore, there will be no longer appropriate scale for research models and should be

corrected

Third, at the point where the new Bank of network development, assessing the

quality of banking services will be affected by factors such as the duration of the

customer's expectations is not high, the transactions birth is not much Therefore, the

model proposed adjustments include the following components:

Fourth, from interviews with the preliminary results and interviews with experts

with experience in the banking sector, apart from the above characteristics, factor in the

credit profile of commercial banks in Vietnam is important Therefore, this component

will be added and adjusted in the research model

2.3 Hypothesis

2.3.1 Research Model

As mentioned above, and based on the results of in-depth interviews with

experienced professionals in the banking sector, the adjusted model to measure

satisfaction credit quality service in VietinBank proposed include the following 06

elements

Figure 2.7: The research model with hypotheses based on five dimensions by

Parasuraman et al (1988)

2.3.2 Hypotheses

The model will be used to test hypotheses about group relations between the

components of credit quality service for customer satisfaction:

H1: Tangible means of of bank VietinBank to positively impact customer

satisfaction

H2: The reliability of the service provider's bank credit VietinBank to positively

impact customer satisfaction

H3: The enthusiasm of staff in providing services to positively impact customer

H6: Profile of bank credit is simple to positively impact customer satisfaction

2.4 Definition of Terms and Variable

Assurance: The knowledge and courtesy of employees and their ability to convey

trust and confidence

Empathy: The provision of caring, individualized attention to customers

Tangibles: The appearance of physical facilities, equipment personnel and

communication materials

Reliability: The ability to perform the promised service dependably and accurately

Responsiveness: The willingness to help customers and to provide prompt service

Chapter 3:

METHODOLOGY

In this chapter, the topic will focus on presenting the specific research methods in

order to achieve the research objectives proposed This method consists of two steps:

qualitative research and quantitative research Qualitative research to develop and

calibrate the model, and develop and design the questionnaire based on the component

model of service quality Parasuraman proposed Quantitative research through the

collection and analysis of data to test the model and hypotheses Additionally, samples

and sampling techniques research, data analysis tools, analytical procedures and data

processing statistics are presented in the chapter content

3.1 Research Design

This study consists of two main steps: (1) Preliminaty research and (2) Qualitativ

research

Preliminary studies qualitative research includes theoretical overview and the

results of before research about service quality, the models service quality and

customer satisfaction On the basis model, the results of previous studies and especially

the SERVQUAL scale of Parasuraman et al (1988), studies have used this model to

design preliminaryquestionnaire with the help of instructors and professionals in the

banking sector Preliminary studies used to discover and add new factors and the

observed variables used to measure the concept study Then, through technical

depth interview subjects have knowledge and experience in the banking field

force leaders, employees and customers some of VietinBank to acknowledge

the feedback and complete the last question before sampling study conducted

formal investigations

Quantitative research (official) be implemented through methods data collection

study with interview techniques by the closed questions has been adjusted The research

results were made by the methodevaluate scales, factor analysis exploring and test the

theoretical model All data will be coded responses and cleaning will then be analyzed

with the aid of SPSS software

Figure 3.1: The process of conducting reseach

Source: Author

With the research process ensure the steps taken a rigorously, science and logic to

achieve results of subject the best

3.2 Research Locals

This study was conducted in formal business activities in the area of Red River

Delta area, northern Vietnam Includes 10 provinces and cities such as Vinh Phuc, Ha

Noi, Bac Ninh, Ha Nam, Hung Yen, Hai Duong, Hai Phong, Thai Binh, Nam Dinh,

Ninh Binh Sampling strategies based on layered approach to represent the provinces /

- Theoretical basis and

results of previous studies

Subjects of study are business customers use products and services and credit

VietinBank have experienced dealing with VietinBank The reason for selecting areas

and objects of this study, that is:

First, the locality of the Red River Delta region in North South in main economic

areas in the North, where the dynamism of economic activity, with many businesses

operations

Second, the critical area of the credit market in Vietnam VietinBank Therefore, the

research in this area may be considered as typical for other areas in the evaluation the

credit quality of this bank

Third, credit VietinBank service mainly corporate customers, large enterprises in

northern region are concentrated in the area and is the traditional customers of

VietinBank Thus, the survey will be good conditions for enterprises appreciate access

credit services as well as providing quality of service VietinBank

3.3 Samples and Sampling Techniques Used

3.1.1 Questionaire

From the theoretical and experimental studies to develop a questionnaire and

adjusted in accordance with the research objectives of the study The questions will

focus on the collection of information is important objectives of the study subjects were

put out

In addition to directly measure variables such as business lines, age, etc The

measured variables and evaluate the quality of service credit through VietinBank is

designed to scale Likert scale with five levels, from level totally disagree to totally

agree customer when using credit services in VietinBank The scale is calibrated

through analytical methods Cronbach's alpha reliability coefficient correlated variables -

total Finally, the formal questionnaire was designed with 2 parts with the following

principal contents:

Part One: Introduction This section is designed to persuade people to agree to

answer questions and guide the way answer the questions that people ask given Also

provide information on socio-economic characteristics of the customer to serve the

objectives of the study subjects

- Part II: Questions to identify the factors that affect customer satisfaction with

service quality in VietinBank credit, etc The subjects were asked to confirm the level

of agreement or disagreement on a 5-point Likert scale ranging from totally disagree to

the complete agreement for the speech The main content of this section is built on the

basis of the theory presented in Chapter 1 and in particular SERVQUAL scale

(Parasuraman et al 1988) The authors identify the component services credit quality

influenced customer satisfaction (enterprise) at VietinBank includes 06 components:

empathy in providing services, the reliability of service providers credit facilities

tangible assurance of service delivery, the enthusiasm of service providers and credit

records

3.3.2 Sample, sample size and sampling technique

Like many other studies, this study used convenience sampling method

(non-probability) stratification As introduced, the method of data analysis, especially in

exploring factor analysis (EFA), the larger the sample size the better because it is based

on large sample distribution theory (Raykov & Widaman 1995) However, the sample

size thuocc how big it is known today have not been clearly defined Furthermore, the

large sample size thuocc depends on an process of law uocc use (eg, ML, GLS or ADF)

Many researchers agree that, if the method used to estimate the maximun Lilikehood

minimum sample size from 100 to 150 (Hair & CTG 1998) Also researchers to believe

that the minimum sample size is 200 (Hoelter, 1983) Both Hair et al (1998) and Bollen

(1989), the minimum number of samples required to estimate the parameter 1 in the

discovery analysis (EFA) was 5 samples In subjects with 38 parameters to be

estimated, so the minimum number of samples needed for the study of 190 samples

However, to ensure the representativeness of the overall reliability and improve the

analysis results, the study conducted a survey of 400 corporate clients VietinBank in the

Red River Delta region, Vietnam as was presented

About the survey sampling methodology: As the Red River Delta area is quite

wide areas, while the time and financial resources are limited, so this study used

stratified sampling method - convenient for with business customers surveyed in the

branch of VietinBank in this area

3.4 The analytical tools and data processing (Instrumentation)

The information collected should be checked and revised by the control process

read to avoid errors and inconsistencies Then all the information collected is encrypted

answers (or maybe encrypted closed questions) and proceed to enter data into the

computer The statistical software tools are used to describe, analyze, and test

assumptions for variables to study the subject

The two main tools to summarize and present the results of research is the

development of statistical tables and analysis model study based on analysis of EFA and

regression analysis

In this study the authors used Microsoft Excel 2010 software for survey data entry

and processing of raw materials

After the basic data cleansing, transforming data into SPSS 15.0 software to filter

data and create the second phase of the statistics table and evaluate the implementation

of Cronbach α reliability, factor analysis, regression analysis

3.5 Procedure

The data collection is done through the process of field investigation for enterprise

customers has perform transactions and credit services Vietinbank through

questionnaires completed The enterprise customers had been investigated direct

interviews with the help the credit officer in 10 branches level 1 of Vietinbank in the

local area Red River Delta

Execution time of data collection for the study of the thesis from 07/2012 to

04/2013

3.6 The procedures and analysis techniques

The information collected should be checked and revised by the control process

read so steer clear of errors, contradictions Then all of the information collected is

encrypted the answers (or can be encrypted before the closed questions) and proceed to

enter data into the computer

The statistical software tools are used to describe, analysis, hypothesis testing for

variables to study of the thesis The two main tools to sum it and present the results of