DSpace at VNU: Customer satisfaction assessment on Vietnambank's card service quality

Customer satisfaction assessment on Vietnambank's card service quality Đỗ Thị Thêm Ngọc Khoa Quản trị Kinh doanh Luận văn Thạc sĩ ngành: Quản trị kinh doanh; Mã số: 60 34 05 Người hướng dẫn: TS Vũ Anh Dũng, ThS Hà Nguyên Năm bảo vệ: 2011 Abstract Tổng quan hoạt động toán thẻ Việt Nam: thị trường tốn thẻ Việt Nam có tiềm ngân hàng khai thác, nhiên việc khai thác chưa hoàn toàn triệt để Tổng quan việc cung ứng dịch vụ thẻ VietinBank: giới thiệu chi tiết sản phẩm dịch vụ thẻ mà VietinBank cung cấp cho khách hàng, đồng thời so sánh với ngân hàng cạnh tranh tiêu biểu Đánh giá mức độ hài lòng khách hàng sản phẩm, dịch vụ thẻ VietinBank So sánh mức độ hài lòng khách hàng sử dụng dịch vụ thẻ Vietinbank ngân hàng khác Đề xuất hoạt động nhằm nâng cao chất lượng dịch vụ thẻ VietinBank qua làm tăng hài lòng cho khách hàng Keywords Quản trị kinh doanh; Dịch vụ ngân hàng; Khách hàng Content TABLE OF CONTENTS ACKOWLEDGEMENT i LIST OF TABLES vii LIST OF FIGURES viii INTRODUCTION CHAPTER - CONCEPTUAL FRAMEWORK 1.1 Service quality 1.1.1 Service definition 1.1.2 Quality definition 1.1.3 Service quality 1.1.4 Bank card service quality 11 1.2 Measurement of service quality 12 1.2.1 Review of multi- attribute concept 12 1.2.2 Review of Nordic Model 13 1.2.3 Review of Servqual model 14 1.2.4 Review of Servperf model 17 1.2.5 Review of Kano model 19 1.3 Suggested model 23 1.4 Previous research 24 1.4.1 Previous research outside Vietnam 24 1.4.2 Previous research in Vietnam 29 CHAPTER 2- RESEARCH METHODOLOGY 31 AND OVERVIEW ON VIETBANK 31 2.1 Research methodology 31 2.1.1 Research design 31 2.1.2 Sample design 35 2.1.3 Data collection 36 2.1.4 Data processing 37 2.2 Overview on Vietinbank’s card service 38 2.2.1 Overview on VietinBank 38 2.2.2 Overview on Vietinbank card business activities 40 CHAPTER 3: FINDINGS AND ANALYSIS 46 3.1 Characteristics of the sample 46 3.2 Customer satisfaction on Vietinbank’s card 49 3.3 Comparison between customers’ satisfaction toward each service attribute and the overall satisfaction level 54 3.4 Comparison of Vietinbank’s and other banks’ card service quality 58 CHAPTER 4- CONCLUSIONS AND RECOMMENDATIONS 64 CHAPTER 4- CONCLUSIONS AND RECOMMENDATIONS 64 4.1 Conclusions 64 4.2 Recommendations 64 4.2.1 Suggestions to improving debit card service quality 65 4.2.2 Suggestions for Vietinbank to improving credit card service quality 67 4.2.3 Suggested action plan for Vietinbank to improve card service quality in the next two years 68 REFERENCES 69 APPENDICES 72 Appendix 2: Data from survey 73 Q 2: Gender of respondents 73 References A Dick Astrit, Market Size, Service Quality, and Competition in Banking, Journal of Money, Credit and Banking, Vol 39, No (February 2007), C 2007 The Ohio State University, p 49 - 81 Andreas Soteriou and Stavros A Zenios, Efficiency, Profitability, and Quality of Banking Service, Working Paper, University of Pennsylvania, Philadelphia, U.S.A Ashok Rao, Lawrence P Carr, Ismael Dambolena, Robert J Kopp, John Martin, Farshad Rafii, Phyllis Fineman Schlesinger, Total Quality Management: A Cross Functional Perspective, 1996, John Wiley & Sons, Inc., U.S.A Avkiran, N K., 1999 Quality Customer Service Demands Human Contact International Journal of Bank Marketing 17(2), p 61-71 Brady, M.K.: Cronin, J.J.; 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Suggestions to improving debit card service quality 65 4.2.2 Suggestions for Vietinbank to improving credit card service quality 67 4.2.3 Suggested action plan for Vietinbank to improve card service