Assessment of customer service in shinhan bank bacninh branch

Academy of finance Graduation thesis DECLARATION I hereby declared that this thesis is my own work and effort and that it has not been submitted anywhere for any award Where other sources of information have been used, they have been acknowledged Ha noi ,May 21th,2015 Student Doan Thi Thuy Doan ThiThuy CQ49/51.03 Academy of finance Graduation thesis ACKNOWLEDGEMENTS At the beginning, I would like to give special thanks to M.A Phan Thi Xuan and Ngo Thi Viet Anh, my direct supervisors of the internship for their care, efforts and hours of instruction and correction From bottom of my heart, I honestly wish their the best health and success in their life and career Secondly, I would like to express my appreciation to all the teachers of the Faculty of Foreign Languages, Academy of Finance Thanks to their lectures, I have learnt so much knowledge and have been equipped useful knowledge to my research Thirdly, I also would like to thank staff, especially Ms.Vu Thi Van Anh – Deputy General Manager and GA department of Shinhan Bank Viet Nam – Bac Ninh Branch They are important people who have shared their views, experience and knowledge with me on the related issue Thanks to their contribution and assistance, I have more useful data for my study Doan ThiThuy CQ49/51.03 Academy of finance Graduation thesis TABLE OF CONTENT DECLARATION ACKNOWLEDGEMENTS TABLE OF CONTENT FIGURES AND TABLES LIST OF ABBREVIATIONS 10 INTRODUCTION 11 DEVELOPMENT 13 CHAPTER 13 LITERATURE REVIEW 13 1.1 Overview of Shinhan Bank Viet Nam - BacNinh Branch 1.1.1 Development history 13 1.1.2 Main business activities 14 1.2Customer service 13 15 1.2.1 Definitions of customer service 15 1.2.2The roles of customer service 16 1.2.3 Service dimensions all customers care about 17 1.2.3.1 Reliability 18 1.2.3.2 Assurance 19 1.2.3.3 Tangibles 19 1.2.3.4 Empathy 20 1.2.3.5 Responsiveness 20 Doan ThiThuy CQ49/51.03 Academy of finance Graduation thesis 1.3 The importance of customer service to commercial bank 1.3.1 Service quality 21 21 1.3.2 Customer satisfaction 21 1.3.3 Levels of customer satisfaction 22 1.3.3.1 Level one - Meet customer expectations 22 1.3.3.2 Level two-Exceed customer expectations 23 1.3.3.3 Level three- Delight the customers 24 1.3.3.4 Level four- Amaze the customers 24 1.3.4Relationship between service quality and customer satisfaction 25 CHAPTER 2:THE STUDY 27 2.1 Research question 27 2.2 Research methodology 27 2.3 Data analysis and discussion 27 2.3.1 Data analysis 27 2.3.2 Responses from customers 2.3.3 Response from staff 28 38 2.4Strengths and shortcomings of banking service for individual customers at Shinhan bank BacNinh branch 41 2.4.1 Strengths of banking service for individual customers at Shinhan bank BacNinh branch 41 2.4.2 Shortcomings of banking service for individual customers at Shinhan bank BacNinh branch 42 2.4.2.1 Shortcomings of banking service Doan ThiThuy 42 CQ49/51.03 Academy of finance 2.4.2.2 Reasons Graduation thesis 43 CHAPTER 3:CONCLUSION 44 3.1 Findings 44 3.2 Suggestions for improving customer service in Shinhan bank – Bac Ninh branch44 3.2.1 Suggestions for Shinhan bank – BacNinh branch 44 3.2.1.1 Improving the service quality 45 3.2.1.2 Improving the qualification of the staff 46 3.2.1.3 Ensuring the competiveness of the price 47 3.2.1.4 Creating a professional working environment 48 3.2.1.5 Improving the good image of the bank in the customers 48 3.2.2 Some recommendations to Shinhanbank Headquarter Office 49 3.2.2.1 Strongly developing the service and exploit differential advantage products and services 49 3.2.2.2 Developing the network 49 3.2.2.3 Developing the human resources 50 3.2.2.4 Improving the work of management 50 3.3 Conclusions 50 REFERENCES52 APPENDIX 53 Doan ThiThuy CQ49/51.03 Academy of finance Doan ThiThuy Graduation thesis CQ49/51.03 Academy of finance Graduation thesis FIGURES AND TABLES Figure 1.1: The relative importance of each service quality dimension 22 Figure 1.2 Relationship between service and customer satisfaction(Spreng and Mackoy, 1996)30 Table 1: Categories of customers 30 Table 2: Number of years as a customer of ShinhanBacNinh 31 Table 3: Customer relationship management31 Table 4: Calls or visits from relationship managers to customers in the bank 32 Table 5: Other things customers think the bank can to make them more satisfied 32 Table 6: Location of bank is convenient 35 Table 7: Service provided by staff is professional 35 Table : Promotions to reward customers are regular 36 Table 9: Staff will introduce for customers about new products 37 Table 10: Customers are given individual attention 38 Table 11: Staffs are friendly and courteous 38 Table 12: On the average, what number of customers you serve in a day? 39 Table 13: What is the average turn around time? 40 Table 14: Some executive decisions affect customer service delivery in my organization 40 Doan ThiThuy CQ49/51.03 Academy of finance Graduation thesis Table 15: The staff was well equipped with the right resources to deliver customer service 41 Table 16: Other factor that can aid the bank to improve customer service 41 LIST OF ABBREVIATIONS WTO World Trade Organization Shinhan bank Shinhan Bank limited IPCAS Interbank Payment and Customer Accounting System APRACA Asia Pacific Rural and Agricultural Credit Association CICA International Agricultural Credit Confederation ABA Asian Bankers Association WB World Bank ADB Asian Development Bank AFD French Development Agency EIB European Investment Bank FAEIB Financing Agreement with European Investment Bank SWIFT Society for Worldwide Interbank Financial Telecommunication Doan ThiThuy CQ49/51.03 Academy of finance Graduation thesis INTRODUCTION 1.Rationale of the study In the context of the globalization, there will be only one market in the world, which is called flat economy This seems a new definition and requires Viet Nam companies including banks capacity for super competitiveness In 2007, Viet Nam official became the 150 th member of World Trade Organization (WTO) marking the integration of Viet Nam economy with the world According to treatments of WTO, Viet Nam has to totally open the economy for foreign investors and by the way has rights to enter other’s market Therefore, customer service is considered the most important competitive advantage of every bank In generally, customer service is all needed action companies have to in order to satisfy customers In the context of super competitiveness, customer service is much more important advantage to attract customers and remain good relationship with customers In Viet Nam, bank system includes state owned banks, international banks and joint venture banks Shinhan Bank Viet Nam included in international banks is assessed good customer service quality in the group The business strategy of Shinhan Bank is to become a leading financial group in the world Yet, Shinhan’s customer service is not advantage to compete with other international banks This situation drove me to carry out the study of “Assessment of customer service in Shinhan Bank- BacNinh Branch”, which is expected to analyze quality of customer service and draw out some recommendations to improve them 2.Aims of the sudy The aim of this study is to assess the customer service quality provided Shinhan Bank-BacNinh Branch and to suggest some approaches to the improvement of the customer service quality at Shinhan Bank – BacNinh Branch in order to meet the expectation of the customers 3.Scope of the study As mentioned by the title, the research aims at analyzing quality Doan ThiThuy CQ49/51.03 Academy of finance 10 Graduation thesis customer service provided by Shinhan Bank - BacNinh Branch Yet due to limited capacity of researcher, this research only focuses on customer service in two year 2012 and 2013 The thesis attempts to draw as good as possible recommendations to improve quality of customer service in Shinhan Bank Viet Nam – BacNinh Branch 4.Methodology The study reviews associated literature to create framework for the study This study also uses questionnaire survey, interview and observation to collect data for analyzing 5.Organization of the study Apart from the Introduction, Conclusion, the main content is divided into three chapters as follows: Chapter 1: LITERATURE REVIEW This chapter gives a general overview of Shinhan bank, customer service and the role of customer service Chapter 2: THE STUDY This chapter focuses on assessing quality of customer service provided by Shinhan bank Viet Nam – BacNinh Branch Doan ThiThuy CQ49/51.03 Academy of finance 35 Graduation thesis done to improve the quality of services in Shinhan bank out of the 10 respondents said they needed more technological aids, example is the internet banking which will eventually reduce the number of customers to the banking hall and make their work faster and efficient.2 of them from table 15 says, employees with good customer relations must be employed This might be mean there are some customer service personnel who not have good customer relations One of the staffs also said they needed to maintain good customer service, which can be inferred that there is good customer service which needed to be maintained 2.4Strengths and shortcomings of banking service for individual customers at Shinhan bank BacNinh branch 2.4.1 Strengths of banking service for individual customers at Shinhan bank BacNinh branch The banking sector has coped with so many challenges from economic crisis Like many commercial banks in financial system, Shinhanbank cannot avoid negative consequences of economic uncertainties and cut throat competition on the market Nevertheless, Shinhanbank has still obtained encouraging achievements, reflecting its relentless efforts To begin, the growth of individual deposits can be considered an optimistic feature to Shinhanbank as it can maintain stability in mobilized fund Shinhanbank has incessantly diversified methods of fund mobilizations to improve the efficiency of this activity To attract individual deposits, Shinhanbank has launched and promoted various creative deposit products with flexible interest rates to meet demand of different customers Shinhanbank products/services such as ATM, debit cards, credit cards, mobile banking, Internet banking are highly appreciated as they are friendly, convenient, modern and professional Moreover, the bank has focused on modernizing and extending the banking network to facilitate customers’ payment More importantly, Shinhanbank has paid high attention to strengthening its marketing strategies and advertising campaigns to promote the brand image After launching the new brand identity system with big advertisement campaigns, Shinhanbank is successful in defining its brand position among Doan ThiThuy CQ49/51.03 Academy of finance 36 Graduation thesis financial institutions as well as awareness of the public The brand image promotion also greatly contributes to motivating the capital mobilization activities In addition to upgrade the service quality and maintain good relationship with loyal customers, Shinhanbank continuously seeks potential customers and build relationship with new- to- bank customers Thus the number of customers also increases gradually over the years Besides, IT infrastructure in general is quite modern with a system of computers with a lot of different applications and ensures that all transactions are done well and timely 2.4.2 Shortcomings of banking service for individual customers at Shinhan bank BacNinh branch 2.4.2.1 Shortcomings of banking service Training staffs and the customer policies for individual customers are always ensured However; besides the good results already mentioned above, the branch also has some shortcomings: Capital mobilization from the individuals increased in size but the growth rate decreased; proportion and maturity were instable, mainly focused on short- term funds The growth rates of banking services could not meet the requirement of branch growth Revenues from retail services were low Some services such as payment services, card services, treasury services, etc…had not completed the target in 2013 Most of staffs in sale department have been trained basically for sales skills, knowledge of products, but generally, staff capacity about consultancy and customer care is limited The attitude of some employees is not good enough to satisfy customers The facilities and technologies still not meet the customers’ needs For example, the quality of many ATM machines is not good ATM machines are out of cash or the location of Shinhan bank ATM machines are unsuitable that is reason why users have to face difficulty to get its service Therefore, Doan ThiThuy CQ49/51.03 Academy of finance 37 Graduation thesis the number of card-accepting units of the branch and cards is quite small.IT infrastructure in general is quite modern with a system of customers with lots of different applications However; the computer system at the transaction offices does not usually work well There are often errors with the computers which influence the data processing, make the customers have to wait for a long time to be served and felt dissatisfied 2.4.2.2 Reasons From literature, barriers to quality customer service provision can be from the managenment of the company, the systems and processes, the working environment, the employee themselves or communication Some staff is not really active in developing services This is one reason why many products and services of the branch have not been implemented Many employees only focused on credit products and raising capital activity but not spend time and make effort to marketing and sell non-credit services Some staff does not have the understanding of products and services, delivery mechanisms as well as codes of conduct, dealing with customers That leads to limitations in attracting customers to use services of the branch CHAPTER CONCLUSION 3.1 Findings It is argued that quality customer service positively affects customer satisfaction As Looy et al (2003) points out that Service quality is one of those factors that contribute to customer satisfaction From the data obtained, it is certain that Shinhan bank provides appreciable level of customer service as expected by customers This is deduced from customer responses obtained Among the banks promises to its customers are provision of relationship Doan ThiThuy CQ49/51.03 Academy of finance 38 Graduation thesis manager, phone calls on pertinent banking issues, and visits from relationship managers as a way of strengthening banking relations Responses obtained from customers affirmed that, the bank has to a very large degree, delivered on these promises However, keeping to these service promises are seen as just satisfying That is to say they just meet the expectation of their customers For a bank that aims at being highly competitive, it would be expected that, they delight their customers Delighting the customer implies exceeding the service promised and providing services customers not even expect to see 3.2 Suggestions for improving customer service in Shinhan bank – Bac Ninh branch 3.2.1 Suggestions for Shinhan bank – BacNinh branch It is sure that the branch has had their own solutions to improve the performance of retail and customer service for individual customers However, to continue promoting achievements and overcome the limitations, I would like to offer some recommendations as follows: 3.2.1.1 Improving the service quality Not all of banks which provide efficient services are considered as modern banks The problem is that the services should be developed as per each bank’s business features and strategies However, the service quality is more important If the quality of service is not guaranteed, the diversifications not want to use them To improve service quality, Shinhan bank - Tay Do branch should implement some issues as follows: Firstly, Shinhanbank should improve modern banking services, especially internet banking, e-banking so that the branch can provide information to customer quickly Customers can make transactions at their workplace Besides, the bank should pay attention to the data quality and the technology system’s security, punish seriously some delays in delivering services to the customers, notice to the transmission errors, blocked transmission caused by the overload Second, it is required that Shinhanbank promotes the services’ added value such as the cross-selling service package service, after-sale service, VIP Doan ThiThuy CQ49/51.03 Academy of finance 39 Graduation thesis club…Credit, especially credit for investment and production is one advantage of Shinhanbank Thus, to comprehensively develop, the branch can use credit as an intermediary and push other cross-selling services up,etc…It means that when providing credit to their customers, the branch encourages them to open an account, send revenue to the account, import-export payment through the bank with preferred policies, etc… Morever, to develop the package services, the bank’s products should be diversified and its services must be perfect, competitive in terms of quality and cost The third is to simplify the procedures and automatic the operation process to minimize the transaction time of the customers, ensure the precision and timeliness of the transaction in order to create the belief of customers and build business process consistent, transparent between departments to shorten the waiting time of customers The bank’s departments should be well-equipped, the counters should be arranged reasonably and the parking should be widened so that the customers will feel satisfactory and convenient when going to the bank for their transactions Fourthly, it had better promote marketing new products and services to the customers, organization seminars to introduce new products and services to customers To make the marketing activities effective, what the branch needs is a professional marketing department which is responsible for researching, forecasting the market segments and the analysis of competitors Then it should develop detailed strategies of approaching, initiating, developing and maintaining the relationship with the customer The fifth is to set up hotlines to serve customers quickly anytime and anywhere The customers will be more satisfied when they are served over the working hours For automatic service via ATM, ensuring service provides 24/24 hours as committed to customers is a very important issue and has great influence on customer satisfaction Therefore, to manage ATM machines, the branch must have a department which is responsible for regularly checking the operation status of the machines The last but not least is to maintain a close and long-lasting relationship Doan ThiThuy CQ49/51.03 Academy of finance 40 Graduation thesis with the customers and expand the market to attract new customers as well as potential customers Shinhanbank should pay higher attention to its customers care such as visiting the enterprises’ director and chief accountant To the customers who stop doing transactions at the bank or switch to another bank, Shinhan bank – BacNinhbranch should find the reasons to have suitable solutions aiming at maintaining the close relationship with the customers 3.2.1.2 Improving the qualification of the staf Staff is the factor that determines business performance and enhances the competitiveness of the bank This depends heavily on qualifications, professional, creative dynamism, ethics, serving attitude of bank officials It is also the problem that customers usually complain and most wanted from the bank Therefore, in order to improve the quality of banking products and create a good image in customers’ mind, improving the qualification of staff and employees is a critical solution, which value in all periods of branch development Under this recommendation, Shinhanbank can focus on the following aspects: First, the bank should develop a scientific, accurate and fair recruitment process to recruit the qualified staff and in accordance with job requirements Next, Shinhanbank had better periodically organize training courses on professional skills for staff and employees about the ability to complete their work with modern technology, the ability to behave when in contact with customers Furthermore, it is required to hold contests on professional skills, sports and other social issues Through these contests, the branch on one hand can reward to encourage individuals who have good results, on the other hand can find out the current weaknesses in order to remedy promptly, and then improve the quality of the service In addition, Shinhanbank should pay attention to the treatment policies/benefits of employees so that they can be satisfied and make customers satisfied with the services of the branch The last is to renew transaction style, reflect the civilization and Doan ThiThuy CQ49/51.03 Academy of finance 41 Graduation thesis courtesy of staff to customers strengthen the discipline of offices and employees in the bank 3.2.1.3 Ensuring the competiveness of the price In the competitive environment nowadays, with the appearance of many local and foreign banks, customers have a lot of choice and they become more sensitive with the price than before Therefore, the bank should ensure its competitiveness of the price to attract new customers and maintain the current customers through recommendations such as: It is suggested that Shinhanbank should conduct a research to have efficient information about the service price and the interest rate at some other banks in the same locality in order to review the service price and interest rate policy of itself The bank should update the developments of the market as well as the transaction price to get the customers’ belief in the competiveness of the price of the bank Moreover, Shinhanbank should promote the flexibility of the price policy such as applying the preferential interest for customers who have a large number of deposit money or having a discount on the transaction fees for the loyal customers or those who have a huge balance 3.2.1.4 Creating a professional working environment Working environment directly affects the psychology and attitude of staff To create a satisfactory psychology, an attentive attitude of serving customers as well as a professional style of work, Shinhan bank – BacNinh branch needs to build a professional working environment by building a working culture “All for customer” and making efforts to become “a leading retail bank in Vietnam” in the awareness of all staffs Besides, it should be fully equipped with the necessary facilities Another important thing is to enhance the cooperation and assistance between departments, increase the capacity of customer management, focus on developing group of individual customers which has stable income, gradually increasing VIP customer group 3.2.1.5 Improving the good image of the bank in the customers Shinhanbank is known as a leading foreign capital bank in Vietnam with experienced staff To strengthen the credibility of customers to the bank, Shinhanbank needs maintaining and further developing some advantages Doan ThiThuy CQ49/51.03 Academy of finance 42 Graduation thesis Firstly, it is required to respect the commitments with customers, maintaining well the existing customer relationships and strengthen the customer relationships with potential customers In addition, it should promote contributions for society and community, organize sports activities for charity, build a good image in the customers with the high consistency in the leaflet, logo, slogan, furniture and offices’ design as well as the service quality and the working style The advertisement should also be conducted consistency in the overall system It should be forefront of improving services and meeting customers’ needs Ensuring service quality is always supply accurately and quickly 3.2.2 Some recommendations to Shinhanbank Headquarter Office In order to give customers the highest satisfaction, besides Bac Ninh branch’s own efforts, The Headquarter Office (HO) and the overall system’s support is very necessary There are some recommendations for Shinhan bank HO to help Shinhanbank implement comprehensively and sustainably develop in the current integration environment: 3.2.2.1 Strongly developing the service and exploit diferential advantage products and services The competition of the banks in the banking and financial market is now more and more fierce In order to further develop, Shinhanbank needs more solutions offering new products and services Continue promoting the advantages of the traditional services which bring high service charge revenue Develop new services such as participating in issuing agency, payment agency for bond businesses, the real estate payment brokerage service, package service for securities companies… 3.2.2.2 Developing the network It is necessary to set up a nation-wide sales network, which is strong in both quality and quantity, in order to expand the scope of operation and attract more customers, develop actively the new distribution channels, for example, ATM system, POS, direct banking, internet banking so that the customers can get the banking services more conveniently 3.2.2.3 Developing the human resources Shinhanbank needs to improve the management capacity and Doan ThiThuy CQ49/51.03 Academy of finance 43 Graduation thesis qualification of profession, language of staff and managers, continue training and developing qualified human resources in order to meet the requirements of integration 3.2.2.4 Improving the work of management Banking activities contain many risks, so risk management in the work of management is considered as the most important task It needs to establish the internal supervision teams to control the risks at branches, implement, arrange the organization structure reasonably to ensure the safe in the risk management and increase the overall system’s efficiency, focus on management, development and risk control in activities of relevant branches and increase the competitiveness to push all activities comprehensively up to make them become a thoroughly banking service development channel 3.3 Conclusions With the position at top of leading commercial bank with foreign capital in Viet Nam, Shinhan has shown its great efforts, reaching encouraging achievements, and contributing greatly to the nation’s industrialization and modernization as well as economic development The bank’s ambition is to attract potential customers, create a good image of the faith and keep customers engaged in banking transactions It is imperative for the bank to evaluate its current customer service to improve shortcomings in customer satisfaction A study has been conducted and has revealed both strengths and weaknesses of theShinhan bank Customer service helps Shinhan bank to have good quality images, building customer’s trust Customer service plays an important part to help Shinhan bank VietNam developing strongly Doan ThiThuy CQ49/51.03 Academy of finance 44 Graduation thesis REFERENCES GeogreD.Wagenhein, Michigan State University and John H.Reurink, Michigan Department of Commerce,(1991) Public Administration Review Turban Efraim (2002) Electronic Commerce: A Managerial Perspective (2nd Edition) Prentice Hall, Inc Financial statement in 2013- 2014 of Shinhan bank Shinbank cultural handbook Customer care handbook in Shinhan branch Entrepreneur Press (2006) Million Dollar Habits: Proven Power Practices to Double And Triple Your Income John Wiley & Sons (2007) Customer service Delivery: Research and Best Practices Nigel Hill, Jim Alexander (2006) The Handbook of Customer Satisfaction and Loyalty Measurement Nigel Hill, Greg Roche & Rachel Allen (2007) Customer Satisfaction: The Customer Experience Through the Customer’s EyesWebsites 10 Farquahar, J.D (2004), “Customer retention in retail financial services: an employee perspective”, The International Journal of bank Marketing, Vol 22, No 2, pp86 Website: http://www.shinhan.com.vn http://www.ehow.com http://en.wikipedia.org Doan ThiThuy CQ49/51.03 Academy of finance Graduation thesis 45 APPENDIX CUSTOMER SERVICE SURVEY Dear Sir/ Madam, Thank you for taking time to answer this questionnaire I am a student at the Academy of Finance I am carrying out a study on the customer service in Shinhanbank – Bac Ninh branch I need some factual statistics about the branch’s customer service Therefore, your opinion will be great help for my research paper What category of customers you belong to? [ ] Retail [ ] Private/ Executive [ ] Corporate How long have you banked with Shinhan bank – Bac Ninh branch? [ ] 0-1yr [ ] 2-3yrs [ ] above 3yrs Do you have a relationship manager? [ ] Yes [ ] No [ ] not know How often are you called from the bank or visited by your relationship managers? [ ] Very regularly [ ] regularly [ ] Seldom [ ] Not at all How will you rank the staff of Shinhan Bank- Bac Ninh branch? [ ] Excellent [ ] very good [ ] good [ ] satisfactory [ ] poor What you like about Shinhan bank – Bac Ninh branch? [ ] Lack of information on [ [ ] staff attitude [ ] short turn around time products ] others, specify What you dislike about Shinhan bank- Bac Ninh branch? [ ] staff attitude [ ] long turn around time [ ] Lack of information on products [ ] others, specify Have you recommended Shinhan bank to others? Doan ThiThuy CQ49/51.03 Academy of finance [ ] Yes 46 Graduation thesis [ ] No Do you intend to continue banking with Shinhan bank? [ ] Yes [ ] No [ ] cannot tell 10 What would you like the bank to to meet your needs? ] provide more tellers [ ] provide more chairs for [ waiting regularly [ ] Extend banking [ ] Visit or call you hours 11 Is there any other thing you think the bank can to make you more satisfied? Doan ThiThuy CQ49/51.03 Academy of finance Graduation thesis 47 PLEASE 12345- TICK THE APPROPRIATE BOX AGAINST EACH STATEMENT INDICATING YOU RATING OF THE BANK’S SERVICES Strongly agree Agree Normal Disagree Strongly disagree RETENTION STRATEGIES Tangibility Location of bank is convenient Has state of the art banking hall Service provided by staff is professional Assurance Staff are friendly and courteous Staff perceive customers as queens/kings Reliability Staff will tell customers about new products Promotions to reward customers are regular Empathy Customers are given individual attention Staff have your best interest at heart Responsiveness Turn around time is swift Source: By Gyasi (2010) Doan ThiThuy CQ49/51.03 Academy of finance Graduation thesis QUESTIONNAIRE – STAFF On the average, what number of customers you serve in a day? A [0-10] B [11-20] C [21-30] D [31-40] E [41 and above] What is the average turn around time? A [1-10mins] B [11- 20 mins] C [21-30mins] D [31-40 mins] E [above 40mins] Which of the under listed best describes the customer service goal of your organization? A meeting customer expectation B meeting organizational expectation C delighting the customer 4.I am always motivated to deliver on the bank’s service promise to customers A strongly disagree B disagree C agree D strongly agree 5.I am well equipped with the right resources to deliver customer service A strongly disagree B disagree C agree D strongly agree 6.Some executive decisions affect customer service delivery in my organization Doan ThiThuy CQ49/51.03 Academy of finance Graduation thesis A strongly disagree B disagree C agree D strongly agree 7.Employee mood can affect the effective customer service delivery A strongly disagree B disagree C agree D strongly agree 8.We are always trained on new technologies before they are rolled out A strongly disagree B disagree C agree D strongly agree 9.The organization has a definite customer service goal which is being achieved A strongly disagree B disagree C agree D strongly agree 10 What other factor within your set up can aid the bank to improve upon its current service level? Doan ThiThuy 49 CQ49/51.03 ... and shortcomings of banking service for individual customers at Shinhan bank BacNinh branch 41 2.4.1 Strengths of banking service for individual customers at Shinhan bank BacNinh branch 41 2.4.2... 2.4.2 Shortcomings of banking service for individual customers at Shinhan bank BacNinh branch 42 2.4.2.1 Shortcomings of banking service Doan ThiThuy 42 CQ49/51.03 Academy of finance 2.4.2.2... 3:CONCLUSION 44 3.1 Findings 44 3.2 Suggestions for improving customer service in Shinhan bank – Bac Ninh branch4 4 3.2.1 Suggestions for Shinhan bank – BacNinh branch 44 3.2.1.1 Improving the service quality