Call center services and customer loyalty a study in the vietnamese banking industry

UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business Le Hong Nhung CALL CENTER SERVICES AND CUSTOMER LOYALTY A study in the Vietnamese banking industry MASTER OF BUSINESS (HONOURS) Ho Chi Minh City – Year 2015 UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business Le Hong Nhung CALL CENTER SERVICES AND CUSTOMER LOYALTY A study in the Vietnamese banking industry ID: 22120061 MASTER OF BUSINESS (HONOURS) SUPERVISORS: PROF NGUYEN DONG PHONG DR NGUYEN PHONG NGUYEN Ho Chi Minh City – Year 2015 TABLE OF CONTENTS ABSTRACT CHAPTER 1: INTRODUCTION 1.1 Research background 1.2 Research gap 1.3 Research questions and objectives 1.4 Research scope and methodology 1.5 Thesis Structure CHAPTER 2: LITERATURE REVIEW AND HYPOTHESIS DEVELOPMENT 11 2.1 Theoretical foundation 11 2.1.1 Definition of a call center 12 2.1.2 Customer Loyalty 13 2.1.3 Perceived Customer Orientation 14 2.1.4 Customer Satisfaction 16 2.1.5 Perceived Service Quality 17 2.2 Proposed research model and hypotheses 20 Figure 1: Conceptual model 21 CHAPTER - RESEARCH METHODOLOGY 23 Figure 2: Research process 24 3.1 Measurement of constructs 24 3.1.1 Perceived service quality 25 3.1.2 Perceived customer orientation 26 3.1.3 Customer satisfaction 26 3.1.4 Customer loyalty 27 3.2 Sample 28 3.3 Data analysis method 29 CHAPTER 4: DATA ANALYSIS AND RESULTS 32 4.1 Reliability Analysis 32 Table 1: Item Statistics 33 4.2 Exploratory Factor Analysis (EFA) 34 4.2.1 EFA for individual construct 34 4.2.2 Multidimensional constructs – Perceived service quality and Customer loyalty 34 4.2.3 Customer orientation 35 4.2.4 Customer satisfaction 35 Table 2: KMO and Bartlett's Test 36 4.2.5 EFA for all variables 36 Table 3: KMO and Bartlett's Test 36 Table 4: RESULTS OF JOINT FACTOR ANALYSIS FOR ALL SCALES 37 4.3 Regression analysis 38 4.3.1 Simple regression analysis 38 Table 5: Model Summary of simple regression analysis 38 Table 6: ANOVA of simple regression analysis 39 Table 7: Coefficients of simple regression analysis 40 4.3.2 Multiple regression analysis: 40 Table 8: Model Summary of multiple regression analysis 41 Table 9: ANOVA of multiple regression analysis 41 Table 10: Coefficients of multiple regression analysis 43 Table 11 46 Summary of hypotheses testing result 46 CHAPTER 5: DISCUSSION AND IMPLICATION 47 5.1 Discussion 47 5.2 Implication 48 5.3 Limitations and directions for future research 50 REFERENCES 52 APPENDICES 62 Appendix 1: Questionnaire: Call center service and customer loyalty in bank services 62 APPENDIX 2: 65 EFA AND RELIABILITY TEST RESULTS - SCALES WITHOUT MODIFICATION 65 APPENDIX 3: 67 RESULTS OF UNIDIMENSIONALITY AND RELIABILITY TEST - REFINED SCALES 67 ABSTRACT This study aims to explore the impact of perceived service quality, customer satisfaction, and customer orientation on customer loyalty towards banking call center service A sample of 223 customers who used banking call center service in Ho Chi Minh City, Viet Nam was surveyed to test the model Structural equation modeling was used to analyze the data It found that customer satisfaction and customer orientation had positive effects on customer loyalty It also found that perceived service quality had positive effects on customer satisfaction Limitation of this study shows that the sample is selected conveniently and just from several districts in Ho Chi Minh City, so it is not representative of the population The finding suggests that banking managers should concentrate on service quality, make their services different and prominent from other banks Keywords Call center, customer loyalty, commercial bank, customer orientation CHAPTER 1: INTRODUCTION Banks play an important and active role in the financial and economic development of a country An effective banking system greatly influences the growth of a country in various sectors of the economy This study would like to explore the impact of perceived service quality, customer satisfaction, and customer orientation on customer loyalty towards banking call center service The first chapter shows you research background, research gap in Viet Nam situation, research questions and objectives, research scope and methodology, and thesis structure of the study 1.1 Research background In recent years, the banking industry plays an important role in Vietnam’s economy The contribution of commercial banks to increasing economic development is great The commercial banks not only continue being a great capital flow channel but also contributing to keep stable monetary purchasing power in economy As the role of finance intermediary, commercial banks fund surplus money from savers and transfer into loans for borrowers who not have enough money to carry out a desired activity This helps enterprises and economy running smoothly and be an effectively capital flow channel (Mof, 2012).The commercial banks enforce monetary policy of the State Bank of Viet Nam (SBV) In 2013, SBV decreased operation interest rate 2% a year, decrease VND short-term interest rate 3% a year for priority sectors; decreases VND deposit interest rate ceiling 1% a year (Cafe F, 2014) Credit growth in 2013 reached 11%, higher nearly 8.91% than end of 2012 Raising capital maintained high growth rate at end of 2013, reached 15.6% compared to end of 2012 (Security Investment, 2014) These evidences show that the commercial banks become important capital flow channel for economy and contribute to keep monetary purchasing in stable Prof Dr Tran DinhThien – Director of Viet Nam Institute of Economics mentioned that control inflation rate around 6.04% was important contribution in operation of Government, attempt of the Banking industry and Finance in 2013 (Deposit Insurance of Vietnam, 2014) Allowance foreign banks’ investment brings to commercial banks many opportunities and challenges Practitioners in the banking industry face a large number of complex challenges in the global marketplace (Malhotra and Mukherjee, 2004) First of all, competition in banking industry becomes fierce According to the terms at joining in WTO in 2006, the Vietnamese banking industry has opened for seven years Foreign finance institutes have been allowed to hold Vietnamese commercial joint stock banks, and foreign bank appearance In the Vietnamese banking industry, switching cost of new commercial banks for attracting customers is not high, because current banks in Vietnam have not been outstanding in banking products and services strategy Competitive pressure of bank industry increases when foreign banks join in Vietnam market Foreign banks have a lot of advantages in professional services and modern technology Furthermore, foreign banks have wide networks all over the world (The Saigon Times, 2009) Foreign banks with professional products and services force Vietnamese commercial banks to have a change Customer service is still a big problem for Vietnamese commercial banks, and established call centers as a solution for them A competitiveness bank has a strong customer service, especially, in after-sell service The relationship of customer and bank should not end at the bank door Customers’ access after transaction adds value to the transaction (Feinberg et al, 2002) Bank call centers in Viet Nam have just established for less than ten years The first call center in Vietnamese commercial banks is Call center 247 of Asia Commercial Bank, established in 2005 This call center hasbeen appreciated since established (Viet Stock, 2005) Overall, banks in Viet Nam have less experience in this operation Call center is still a new service in Vietnam banking system 1.2 Research gap Call center allow bank to build, maintain, and manage customer relationships by conducting transactions, giving information, answering questions, solving problems and resolving complaints quickly, and less expensively than face to face contact Indeed, it appears that customers now expect and demand telephone and internet access to banks 24 hours a day seven days a week 365 days a year (Feinberg et al, 2002) In the literature, a number of studies about banking call center services (Feinberg et al, 2002; Dean, 2004; Keiningham et al, 2006; Jaiswal, 2008; Whiting &Donthu, 2009; Lau et al, 2013) have been conducted up to now There is little research developed for examining the determinants of customer loyalty on banking call center services In addition, very few scholars the research about this issue in Asia, especially, in Viet Nam Therefore, this research aim is to test the effects of factors such as service quality, customer orientation, customer satisfaction on customer loyalty in Vietnamese bank call centers The expectation result appreciates customer loyalty in Vietnamese commercial bank through call center service Based on this result, bank managers can satisfy customer needs, enhance service quality, build, and improve their call center service 1.3 Research questions and objectives The main purpose of this study is to identify adoption and development of Vietnamese commercial bank call center services through call center factors influencing directly to customer loyalty to the bank for a developing country case as well as how the call center factors influencing customer loyalty to the bank in Vietnam The study hopes to add to limited knowledge of Vietnamese banking customers by clarifying which factors are essential and critical for call center services Factors influencing the customer loyalty to the bank may be the foundations of related organizations that can help them to develop services more effective This study aims to examine key call center factors influencing the customer loyalty to the bank with these specific objectives identified as following To identify significant call center factors that influence customer loyalty to the bank The corresponding research question developed is: RQ1: What are the main factors influencing customer loyalty to the bank in Vietnam? To explore how the call center factors affect customer loyalty to the bank in Vietnam The corresponding research question developed is: RQ2: How the factors influence customer loyalty to the bank in Vietnam? 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Q31 You have overall satisfaction Q32 You will use call center for future needs Customer loyalty Word of mouth communicat ion Q33 Say positive things about bank services to other people Q34 Recommend bank service to someone who seeks your advice Q35 Encourage friends and relatives to business with bank Purchase intentions Q36 Consider call center your first choice to use bank services Q37 Do more business with bank in the next few years Price sensitivity Q38 Take some of your business to a competitor that offers more attractive prices 63 Q39 Pay a higher price than competitors charge for the benefits you currently receive from bank Complainin g behavior Q40 Switch to a competitor if you experience a problem with bank service Q41 Complain to other consumers if you experience a problem with bank service Q42 Complain to external agencies, such as the Better Business Bureau, if you experience a problem with bank service Q43 Complain to bank employees if you experience a problem with bank service 64 APPENDIX 2: EFA AND RELIABILITY TEST RESULTS - SCALES WITHOUT MODIFICATION Factor % variance Eigen- Item-total Cronbatch's loading extracted value correlation alpha Perceived service quality 79.824 3.991 86.501 1.73 0.933 Tangible 0.578 Tangible1 0.854 0.730 Tangible2 0.854 0.730 Reliability 0.950 Reliability1 0.854 0.777 Reliability2 0.729 0.683 Reliability3 0.760 0.708 Reliability4 0.909 0.830 Reliability5 0.660 0.621 Respons (Responsiveness) 0.949 Respon1 0.736 0.640 Respon2 0.899 0.783 Respon3 0.514 0.447 Respon4 0.789 0.727 Assurance 0.906 Assurance1 0.815 0.768 Assurance2 0.743 0.703 Assurance3 0.934 0.854 Assurance4 0.809 0.758 Empathy 0.921 Empathy1 0.873 0.805 Empathy2 0.851 0.777 Empathy3 0.946 0.902 Empathy4 0.866 0.783 Empathy5 0.923 0.871 69.129 65.544 76.044 79.644 50.575 Customer Orientation 3.456 2.622 3.042 3.982 0.563 0.920 0.914 0.854 0.881 4.552 0.875 0.816 0.891 0.93 0.868 Orient1 0.515 0.705 Orient2 0.572 0.626 65 0.840 Orient3 0.626 0.731 Orient4 0.188 0.366 Orient5 0.863 0.747 Orient6 0.658 0.654 Orient7 0.958 0.755 Orient8 0.242 0.346 Orient9 0.728 0.550 89.277 Customer Satisfaction 2.678 0.938 Satisfa1 0.851 0.827 Satisfa2 0.984 0.922 Satisfa3 0.915 0.873 Customer Loyalty 69.715 2.789 83.799 2.514 0.855 Mouthcom (Word of mouth communication) 0.778 0.703 Mouthcom1 0.729 0.707 Mouthcom2 0.956 0.878 Mouthcom3 0.930 0.857 0.901 Purcintent (Purchase intentions) 0.746 69.84 Purcintent1 0.629 0.397 Purcintent2 0.629 0.397 Pricsensi (Price sensitivity) 0.717 Pricsensi1 0.821 0.676 Pricsensi2 0.821 0.676 83.785 1.397 1.676 0.674 0.653 0.551 0.805 Compbeha (Complaining behavior) 0.874 77.199 Compbeha1 0.932 0.854 Compbeha2 0.871 0.809 Compbeha3 0.785 0.740 Compbeha4 0.749 0.709 66 3.088 0.762 0.899 APPENDIX 3: Items RESULTS OF UNIDIMENSIONALITY AND RELIABILITY TEST - REFINED SCALES Original scale Factor loading Refined scale Item-total correlation Factor loading Item-total correlation Perceived service quality Tangible 0.578 0.563 0.537 0.523 Tangible1 0.854 0.73 0.854 0.73 Tangible2 0.854 0.73 0.854 0.73 Reliability 0.95 0.92 0.943 0.918 Reliability1 0.854 0.777 0.854 0.777 Reliability2 0.729 0.683 0.729 0.683 Reliability3 0.76 0.708 0.76 0.708 Reliability4 0.909 0.83 0.909 0.83 Reliability5 0.66 0.621 0.66 0.621 (Responsiveness) 0.949 0.914 0.908 0.863 Respon1 0.736 0.64 0.883 0.762 Respon2 0.899 0.783 0.794 0.711 Respon3 0.514 0.447 Respon4 0.789 0.727 0.757 0.692 Assurance 0.906 0.854 0.934 0.881 Assurance1 0.815 0.768 0.815 0.768 Assurance2 0.743 0.703 0.743 0.703 Assurance3 0.934 0.854 0.934 0.854 Assurance4 0.809 0.758 0.809 0.758 Empathy 0.921 0.881 0.932 0.889 Empathy1 0.873 0.805 0.873 0.805 Empathy2 0.851 0.777 0.851 0.777 Empathy3 0.946 0.902 0.946 0.902 Respons 67 Eliminated Eliminated Empathy4 0.866 0.783 0.866 0.783 Empathy5 0.923 0.871 0.923 0.871 % variance extracted 79.824 78.6 Eigenvalue 3.991 3.93 Cronbach's alpha 0.933 0.927 Customer Orientation Orient1 0.515 0.705 Eliminated Eliminated Orient2 0.572 0.626 Eliminated Eliminated Orient3 0.626 0.731 Eliminated Eliminated Orient4 0.188 0.366 Eliminated Eliminated Orient5 0.863 0.747 0.888 0.8 Orient6 0.658 0.654 0.7 0.63 Orient7 0.958 0.755 0.667 0.781 Orient8 0.242 0.346 Orient9 0.728 0.55 Eliminated Eliminated 0.548 0.662 % variance extracted 50.575 58.7 Eigenvalue 4.552 3.277 Cronbach's alpha 0.868 0.874 Customer Satisfaction Satisfa1 0.851 0.827 0.851 0.827 Satisfa2 0.984 0.922 0.984 0.922 Satisfa3 0.915 0.873 0.915 0.873 % variance extracted 89.277 89.277 Eigenvalue 2.678 2.678 Cronbach's alpha 0.938 0.938 Customer Loyalty Mouthcom (Word of mouth communication) 0.778 0.703 0.77 0.698 Mouthcom1 0.729 0.707 0.729 0.707 Mouthcom2 0.956 0.878 0.956 0.878 68 Mouthcom3 0.93 0.857 0.93 0.857 intentions) 0.746 0.674 0.679 0.618 Purcintent1 0.629 0.397 Purcintent2 0.629 0.397 sensitivity) 0.717 0.653 0.766 0.68 Pricsensi1 0.821 0.676 0.821 0.676 Pricsensi2 0.821 0.676 0.821 0.676 behavior) 0.874 0.762 0.811 0.714 Compbeha1 0.932 0.854 0.932 0.854 Compbeha2 0.871 0.809 0.871 0.809 Compbeha3 0.785 0.74 0.785 0.74 Compbeha4 0.749 0.709 0.749 0.709 Purcintent (Purchase Eliminated Eliminated Pricsensi (Price Compbeha (Complaining % variance extracted 69.715 67.941 Eigenvalue 2.789 2.718 Cronbach's alpha 0.855 0.843 69 ... this operation Call center is still a new service in Vietnam banking system 1.2 Research gap Call center allow bank to build, maintain, and manage customer relationships by conducting transactions,... each of factors in the model, and research model of the study The foundational theories, definition of a call center and the related theories of each construct, including customer loyalty, customer. .. influencing on the customer loyalty in bank call center service in Vietnam and providing managerial implications for improving the loyalty of customers who using banking services This study gives