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THESIS MBA Subject: ANALYSIS AND PROPOSED SOLUTIONS TO IMPROVE SATISFACTION AND CUSTOMER SERVICE FOR DOMESTIC DEBIT CARD BANK OF AGRICULTURE AND RURAL DEVELOPMENT Table Of Contents the urgency of the subject research objectives research subjects and research scope Research Methods Thesis texture Chapter 1: The rationale for quality service and customer satisfaction 1.1 quality and quality of service 1.1.1 concept of quality 1.1.2 concept of quality of service 1.1.3 customer satisfaction 1.1.4 relationship between service quality and customer satisfaction 1.2 measuring service quality 1.2.1 quality gap model 1.2.2 measuring service quality SERVQUAL model 1.3 overview of the bank's card services 1.3.1 history and development of bank card services 1.3.2 concepts and characteristics of bank card services 1.3.3 the role and benefits of bank card services Chapter 2: Analysis of customer satisfaction for domestic debit card Agribank 2.1 introduce agricultural bank and Vietnam Rural Development (Agribank) 2.1.1 the formation and development 2.1.2 business results in the period 2010-2012 2.2 analysis of customer satisfaction with service quality domestic debit card at Agribank 2.2.1 situation and issuing payments using bank cards 2.2.2 collect and evaluate data 2.2.3 analysis of customer satisfaction 2.3 overall assessment of customer satisfaction 2.3.1 advantage 2.3.2 disadvantages and causes Chapter 3: the solution to enhance customer satisfaction for domestic debit card bank ARD 3.1 development orientation of Agriculture and Rural Development Banks 3.2 Solutions to improve customer satisfaction 3.2.1 training to improve the quality of personnel transactions 3.2.2 enhanced security, security for cardholder 3.2.3 develop institutions accepting 3.3 a number of recommendations to improve customer satisfaction 3.3.1 recommendations for government 3.3.2 for the state-owned banks concluded References Appendix list of abbreviations ABC ABIC Agribanktour Agriseco ALC I ALC II AJC CAR CCB CSCNT ĐVCNT ICBC NHNN NHPH NHNo&PTNT NHTM POS PPC TCCB-LĐ VJC WSBA WTO abbreviations explained Agricultural Bank of China insurance company shares travel trade companies company stock shares leasing companies i leasing company ii Agribank Gold Corporation capital adequacy ratio China Construction Bank establishments accept cards Merchants accepting unit Industrial and Commercial Bank of China Federal Bank Bank issue Bank for Agriculture and Rural Development Bank and Rural Development commercial banks Điểm chấp nhận thẻ companies in trade and services labor organization officers and employees company JEWELRY Ho Chi Minh City card associations of western banks world trade organization List Of Figures Figure 1.1 model service quality gap Figure 1.2 elements of service quality Figure 2.1 Agribank's total assets period 2010 - 2012 Figure 2.2 total mobilization of Agribank period 2010 - 2012 Figure 2.3 total outstanding loans of Agribank economy period 2010 2012 Figure 2.4: Model described by gender Figure 2.5: Model described by age Figure 2.6: Model description in education Figure 2.7: Model describes the income Figure 2.8: Model described by occupation Figure 2.9: Model describes the use of time cards Figure 2.10: Model description of withdrawals Figure 2.11 describes the frequency pattern cards List Of Tables Table 1.1: the variables measuring the quality of services Table 2.1: Growth rate of total assets Agribank 2010-2012 Table 2.2: Growth rate of mobilization of Agribank the period 2010-2012 Table 2.3: Synthetic results of Agribank income 2010-2012 Table 2.4: Number of cards issued 2010-2012 Table 2.5: description of sample by gender Table 2.6: description of sample by age Table 2.7 describes the sample in education Table 2.8: Income described in amples Table 2.9 describes the sample in career Table 2.10 describes patterns over time using cards Table 2.11 describes the number of withdrawals form Table 2.12 describes the frequency pattern cards £ 2.13 £ measuring satisfaction with tangible elements Table 2.14: table for measuring satisfaction with reliability Table 2:15: table measuring satisfaction with the response Table 2:16: tables of measured satisfaction guaranteed Table 2:17: measuring satisfaction table for sympathy Table 2:18: measuring satisfaction table for five elements of service quality Table 2:19: £ evaluate overall customer satisfaction The beginning the urgency of the subject their country is moving in the right direction with these steps, new achievements in all areas of economic life - society globalization trends in the world along with Vietnam became the 150th member of the WTO has opened up many new opportunities for every family, every business, every aspect of which can not talk to the bank - a very sensitive areas in Vietnam previous trend of globalization and international integration, in order to survive and develop the organization requires Vietnam to have economic strategies accordingly the development and diversification of forms of cashless payment technology with modern, versatile services and global linkages in international practices to improve operational efficiency through bank payment is required imperative for Vietnam's banking system sales and profitability of banking operations will gradually significant proportion and become more important in the business activities of the commercial banks thus contributing to promoting the development of the service commercial bank card payment form was born with the advantages of the payment period, the safety, efficiency and wide range of payment has and is becoming popular payment tool and have an important position in the commercial banks in general and Bank for Rural Development (Agribank) Vietnam in particular Card services have many advantages in meeting customer needs for usability, safety, widely used in the world, especially in countries with developing economies each bank has its own strategy to dominate the market and brand development services your card the development of competitive card services banks now make consumer demand is increasingly met and card services market is becoming ever more vibrant thus, to improve customer satisfaction for card services plays a very important role and necessary under the guidance of Prof teacher snow corn market tomorrow, I have chosen the theme: "analyze and propose solutions to improve customer satisfaction for debit card services of local agricultural banks and rural development" contribute to understanding development, increasing competitiveness of agricultural banks and fined rural Vietnam research objectives the specific research objectives of the thesis are:  study the basic theoretical issues of service quality  evaluation of customer satisfaction with service quality in agricultural bank card and Rural Development Vietnam  propose solutions to improve customer satisfaction for domestic debit card bank of agriculture and rural development research subjects and research scope - The object of study is the satisfaction of our customers currently use the services of local debit card banking and agricultural rural development - The scope of research: focus on assessment of customer satisfaction with service quality of the domestic debit agricultural bank - Research findings as the basis for scientific management of agricultural banks have a strategy to improve service quality and increase customer satisfaction using debit card services in the domestic banking system development of agriculture and rural areas Research Methods thesis will proceed to collect the secondary data and primary Secondary data will be reported by the government and the banking industry and agricultural rural development Primary data will be collected through the author surveys gather feedback directly from customers regarding service quality domestic debit card thesis methods used include: - Analytical methods - The comparative method - Statistical methods and - Synthesis thesis structure in addition to the introduction, conclusion, list of references, appendices, essays layout into chapters: Chapter 1: The rationale for quality service and customer satisfaction Chapter 2: Analysis of customer satisfaction for debit card services bank's domestic agricultural and rural development Chapter 3: the solution to improve customer satisfaction with the service for domestic debit card bank of agriculture and rural development Chapter 1: The theoretical basis of service quality and customer satisfaction 1.1 quality and service quality 1.1.1 concept of quality quality is a complex category that people usually encounter in their field of activity Today, many people often talk about "improving quality" So what is quality? has a lot of definitions of quality, from the traditional definition of strategic definitions, and these definitions complement each other, helping us to understand, more fully in quality the traditional definition of quality is often described as a quality of something that is built well and will survive for a long time however, over time, the definition of quality has become increasingly more strategic Quality is not the situation that it is a manufacturing process authors would like to present some views on the quality of the following: - According to the Vietnamese dictionary, publisher cultural information (1998), quality is "what makes the quality and value of things" or "that make up the essence of things, this makes things different from other things " - The legal standard - nfx 50-109: "the potential quality of a product or service to satisfy user needs." - According to ISO 8402 (1994): "Quality is a set of characteristics of an entity created for that entity the ability to satisfy the stated or implicit demand" - By philip b.crosby (1996), to the point of "zero defect" - it right the first time, the quality is "conformance to requirements, not elegance." This definition of strategic focus for efforts to fully understand the expectations of a client organization and operation to meet these expectations - Joseph m Juran (1999) defines quality as "conformance to user needs fitness for use" means the use of a product or service you can rely on the products or services they need to products or services Here are some of the typical definitions of quality each defined yet based on the different approaches to quality issues and thus each have a notion strengths and weaknesses however, the definition of quality of international organizations for standardization is a relative concept and complete the most common today it promoted the positive aspects and overcome the limitations of previous concepts, the quality here is a comprehensive look and more spacious However, the definition of joshep m Juran is considered the best because it stands on the user's perspective and aims to satisfy the needs of users 1.1.2 concept of service quality 1.1.2.1.khai service concept today's service industry is considered as parts bring intangible value to the economy the many different definitions of services Researchers modern marketing Kotler and armstrong is defined service "means any service or act that benefits one party can offer to another party that is essentially intangible and does not provide the basis useful at all " a service concept is widely used in the field of quality management as defined by ISO 9004-2:1991 "Service is bringing results through interactive activities between suppliers and customers, as well as through the activities of providers to meet the needs of consumers.'' under market economic perspective, services are regarded as a valuable thing, other than material goods, but a person in an organization to provide an organization or other person in exchange for something This concept is customer oriented perspective, because everything that the service is determined by the value of the customer, the value of the individual or organization, but may not be valid for individuals or other organizations Moreover, this concept of human interactions in the formation services service is also understood to refer to the entire concept of operations that our results not exist as objects, not lead to the transformation of ownership or "service is a product or a process that provides a benefit or a certain use value to customers directly, and often comes with a certain physical product." 1.1.2.2 characteristics of the service service is a special commodity and have the following features: invisibility services: this is the basic feature of the service services are invisible, does not exist in the form of objects for its invisible, nonexistent service, there are many difficulties for management, administration and marketing services a pure service can not be evaluated using any public body senses before it is purchased characteristics often make consumers feel uncertain when purchasing the service customers can not really know what I'll get good until they run out to test the service Therefore, to reduce the level of uncertainty, buyers will look for signs or physical evidence of service quality they will infer the quality of services from locations, people, equipment, information materials, logos, prices that they feel services which are not separate between production and consumption of services: services typically produced and consumed simultaneously manufacturing process associated with the service consumer consumers also engage in productive activities and provide services for yourself so customers can directly affect the performance of the service, at the same time, customers can also interact in service employees have a huge role to results decentralized services should be indispensable in implementing large manufacturing services and is very difficult service instability (or change) other goods have been standardized features and services usually not repeat the same way, it is difficult to standardize success of the service and customer satisfaction depends on the actions, attitudes of staff service quality depends on many uncontrollable factors, the provision of services, the time and location of the various services will create the same service besides, our customers are the people who decide the quality of service based on their feelings services usually performed personalization escapism from the rules This makes the service increases its instability services which are not stored: other services with the general goods in inventory that it can not, not be stored, and can not transport from this region to region services such characteristics should the sale and production of consumer services is limited by time This feature also unbalanced relationship between local supply and demand at different times of day, week or month 1.1.2.3 concept of service quality service quality is a complex category and there are many different interpretations according to ISO-9001: 1996 (corresponding to ISO 9001:1994), the quality of service is of the appropriate level of services and products to satisfy the requirements set out by the buyer or predetermined these requirements often change over time so suppliers must periodically review the quality requirements as defined in the documentation of the quality management system ISO 9000: 2008 concept more simply, the quality level of service is a set of inherent characteristics of services that meet the requirements is Table 2.16: Customer satisfaction to assurance Items Mean Average Satisfied Very (%) (%) satisfied (%) I feel safe making transactions through the 3.68 41.33 49.33 9.33 card Bank staf polite with me Bank staf are always happy 3.57 48.00 47.33 4.67 3.44 61.33 33.33 5.33 3.38 41.33 35.33 1.33 2.95 71.00 56.67 to receive comments and addressing customer feedback Personal information and my credit card information is secure I was fully informed the bank about the features and benefits of the card 2.2.2.5 satisfaction of empathy assessment of the client's understanding of the factors that banks are presented in Table 2:17 evaluation results show that in general customers are not satisfied with the bank's activities the average values are around the average value is even less than the average (staff understand the needs of customers - the average value is 2.77.) more than 96% of respondents said customers of the bank employees not understand their requirements for the location of the branch as well as hours of operation, only 12% of customers are satisfied with the majority (88%) customers are not satisfied with the item bank only 58% of customers said that banks operate for their benefit, and the rest (42%) said that banks often focus on the interests of banks rather than customers more than 69% of customers said that they are not satisfied with the information that banks provide them customers think that this information is not really useful for customers to improve customer satisfaction for factors "sympathy", the bank need market research surveys to better understand the needs of customers as well as staff training to better serve customers Banks also need to pay attention to the selection of the information provided to customers to provide the most useful information for customers Besides banks ARD also need to develop additional transaction and considered work time to best suit the customer's needs Table 2.17: Customer satisfaction to sympathy Items The system accepts ATM, POS banks operate 24/7 Mean Not Average Satisfied Satisfied (%) (%) (%) 3.05 18.00 59.33 22.67 3.02 10.00 78.00 12.00 3.07 23.33 46.00 30.67 3.54 4.00 38.00 58.00 2.77 26.00 70.67 3.33 The bank branch locations and hours of operation for customer convenience The NVNH always pay attention and provide useful information on the card for customer Banks often act forservice the benefit of customers The bank employees understand customer needs 2.2.2.6 overall satisfaction with service quality Table 2:18 presents assessment of customers for five factors affecting the quality of service of the domestic debit card bank ARD elements in the highest customer satisfaction for the visible elements of the service (3.99) including card design, staff uniforms, easily recognizable transaction customers evaluate the quality of empathy is the lowest (3.21), in which most bank customers that not really understand their requirements Besides reliability, responsiveness and assurance customers rated above average levels these are the factors that banks need to improve in order to improve overall customer satisfaction Table 2.18: Customer satisfaction to dimensions of service quality Mean Items Average Satisfied & very Tangibility 3.99 14.67 satisfied 85.33 Reliability 3.81 28.00 72.00 Responsiveness 3.75 25.33 74.67 Assurance 3.54 47.33 52.67 Sympathy 3.21 79.33 20.67 Table 2.19: Overall customer satisfaction Items Mean Not Average Satisfied Satisfied (%) (%) (%) Overall satisfaction 2.89 22.67 65.33 12.00 3.33 10.67 53.33 36.00 2.81 22.67 74.00 3.33 2.69 44.67 41.33 14.00 I am completely satisfied with the services of the bank card I'm using I feel the quality of bank card services I'm using are comparable to bank my Iideal feel the quality of bank card service I am using beyond my expectations 2:19 table that indicates the customer's overall satisfaction with the service for domestic debit card bank ARD overall satisfaction level of customers are generally below average and only the average value is 2.89 only 12% of customers rated service satisfaction with local debit cards, and up to 22.67% of customers said that they are not satisfied with the service only 3.33% of customers found that services meet the requirements for their ideal service, and only 14% rated the quality of the service beyond their expectations 53% have to assess the quality of services was inadequate and 36% rated it as the central binh.vi to improve customer satisfaction, the Agriculture and Rural Development Bank needs to improve its service in all aspects 2.3 overall assessment of customer satisfaction to assess the quality of services for debit domestic banks ARD authors use model SERVQUAL, a model has been recognized and widely used in the evaluation of service quality authors assess customer satisfaction for five elements of SERVQUAL model elements that are tangible, reliability, responsiveness, and ensures the sympathy for services addition, the authors also assess the customer's overall satisfaction with the service after investigation conducted poll of 150 clients authors have commented on the quality of the service after the local debit card 2.3.1 advantages - Domestic debit cards are beautifully designed, innovative and attractive most customers are satisfied with the appearance of local debit card - POS systems are largely customer reviews recognizable, modern and easy to use - The bank's employees dressed nice, neat and polite 2.3.2 disadvantages and causes - Generally customers are not satisfied with the service quality of the domestic debit card bank ARD most are rated customer service quality in the average - The system of bank card acceptance is not good work Some people are satisfied with this operation is very low, only 22.67% reason may be due to the system not accept cards are well maintained as well as check the status of operation of the system has not been done often and regularly one other reason may be because the transaction is not therefore lead to more congestion transactions - Most customers that location and hours of operation of the branch is not really convenient for customers so banks need to complete the investigation, consult with clients to develop or choose the location more convenient transactions as well as adjust the time more suitable to serve the needs of customers - Employees of the bank customers appreciate the uniform, but most customers said that they did not really understand the needs of customers, as well as less enthusiasm, slow and not courteous in traffic with customers thereby leading to underestimation of the receipt and resolution of the feedback of the customers reason is that employees may be overworked and have received extensive training in communication skills and customer care more or less the bank to investigate the needs of customers or survey results have not been shared to the staff dealing directly with customers - Bank cards are highly in terms of form but has not yet been rated for safety, and therefore about half of the customers concerned about the safety of using the card and also about half lo about the accuracy of the transaction as well as the confidentiality of their information so banks need to increase the safety of the transaction as well as card customers - Many customers that the bank needs to provide information about the utility and functionality of their cards better most customers have said that the bank has not noticed the activity - Even though the card transaction fairly easy to identify and easy to use but customers still rated as the transaction is still quite limited Banks therefore need to actively increase the score card transactions by investing more points or links with other partners to increase customer transactions Chapter concludes in chapter the author introduces the process of formation and development of agriculture and rural development banks as well as the results of the banking business 2010-2012 authors used the SERVQUAL model to evaluate the service quality of the domestic debit card bank ARD Last contents of chapter the author has overall assessment of the quality of this service contents of chapter will be the basis for the author to present solutions to improve the quality of banking services Chapter 3: the solution to enhance customer satisfaction for domestic debit card bank ARD 3.1 development orientation of Agriculture and Rural Development Banks Agribank from inception (3/26/1988) has always affirmed as the largest commercial bank, plays a key role, the pillar of the country's economy, especially in agriculture, farmers, rural critical mission to lead the market, leading to serious observance and enforcement of the policy of the party, the state, the direction of the government and the State Bank of Vietnam monetary policy, capital investment for the economy 2013 and subsequent years, Agribank identify common goal is to continue to maintain and promote the role of leading commercial banks, investment capital pillar of the country's economy, the major financial markets Monetary rural, hang on performance targets for "three agriculture" centralized system and by all measures to mobilize maximum resources at home and abroad maintain credit growth at reasonable levels investment priorities for the "three agriculture" is the first household agricultural production, forestry, fisheries, salt, small and medium enterprises to meet the restructuring requirements for agricultural investment industrial, rural, increasing debt ratio for this sector was 70% / total loans to continue to maintain its position as the leading bank in providing utility products and services, modern high quality to meet the needs of many customers, and increase revenue sources credit Agribank constantly set central innovation, developed banking technology towards modernization 2013, Agribank strive to achieve the specific goals of growth, which is: compared to 2012, funding increased from 11% -13%, loans increased by 9% - 11% and the ratio of agricultural loans, 70% rural / total loans, bad debt below 5% and the ratio of foreign income credit increased 10% capital adequacy ratio (CAR) according to international standards 3.2 Solutions to improve customer satisfaction through the process of analyzing and evaluating the impact of customer satisfaction Agriculture and Rural Development Banks should focus resources to improve the conduct issues: the tangible, reliability, responsiveness, assurance, and empathy as discussed in Chapter the authors found that human factors play an important role in improving the quality of service in the opinion of the staff need to understand the customer's needs more customers, enthusiastic, work process and respond to customer needs faster and better Besides, customers are not satisfied with the information provided by the bank as well as updates on this basis, the authors propose the following solution 3.2.1 training to improve the quality of staff dealing after assessing the level of customer satisfaction for domestic debit authors found teller not appreciate the enthusiasm, attitude, how to handle customer requests and understanding of customer needs so the authors propose to increase the quality of services to the bank staff should conduct training for this object staff at the cscnt is characterized by frequent changes, so new employees can be difficult to immediately grasp the operations related to payment card transactions and detect tampering is very difficult so besides raising the level of professional staff need to be equipped with skill training in transactions to improve the attitude of the bank staff but also for personnel transactions in the (cscnt) Banks need to constantly monitor and promptly organize training courses for the subjects content should focus on soft skills such as listening skills fitting, communication skills, negotiation skills and courses for professional staff to help improve business transactions to meet customers' needs better to better identify training needs to conduct banking and identify training needs identified through the assessment needs of both teller and exploration through managers after identifying the training needs, the bank will look for teachers (with internal or external to the bank) required unit training content development and training plan after training, the bank should evaluate the effectiveness of training when assessing bank can always consult the opinions of our customers 3.2.2 enhanced security, security for cardholders many unsatisfied customers to feel safe and worry for the accuracy and updating of information and accuracy of transactions Card payment is a payment means very modern with the aid of advanced technology therefore invest in digital technology is extremely important in developing and bringing satisfaction and efficiency to banks technological level as determinants of service quality and the card is an important factor in the competition with other banks This is also a weapon against professional criminals fake card, providing safety and peace of mind for customers Banks therefore need to choose the modern technology, proven and widely used in the world and in accordance with the bank to manage information systems help detect fake transactions to ensure that card transactions are secure, banks also need constant communication and warning, some recommended security procedure is quite simple, just need a little attention, cardholder can guarantee the safety of your card such as: Please note that with any foreign objects or attach external devices to be added to the atm machine makes it seem unusual Hold the card to the card reader and decisively drawn not to card stuck in the slot, not let anyone see the pin code is typed into machine code; never reveal pin numbers or to anyone borrow her atm card however, beyond the simple security nature of the customer, the bank is more important to further improve the security and safety atm card for the bank's atm a number of measures to enhance the safety of customer transactions at the point when card transactions, especially in public places such as mounting cameras and equipment to prevent and control equipment fake copy, stolen card information at the point of transaction camera operation 24/24 to record transactions images in a number of important points need to arrange additional security forces periodically and invite foreign experts to maintenance facilities and payment release banking system should have updated information on the customer card transactions quickly, ensuring information systems operate smoothly thanks to the updated information will help customers control their transactions better and feels more comfortable for customers 3.2.3 develop institutions accepting along with improving the quality of services through personnel transactions and increase safety for the cards as well as card transactions, bank ARD need to maintain and develop facilities to accept card ( cscnt) Agriculture and Rural Development Banks should actively seek and partner with unpaid bank card to expand its network cscnt cscnt costs for big revenue, stable, equipped with a number of machines needed for cscnt is due to the number of card transactions much less so cscnt not perceive their interests in card payments this is because the card reader is installed almost in the cscnt be free of bank charges quite high if the large investment in network development cscnt while cscnt not consciously preserved machine cscnt to expand the bank it is important to make cscnt identify their interests so banks need to win cscnt incentives in dealing with such banks for loans cscnt, payment when you realize that the incentives to bring the practical efficiency and significantly cscnt will voluntarily want to participate in this network for new cscnt banks continue to equip them with the card reader may not be free anymore Banks can then ask them to contribute a certain budget or for them to use in a certain short period of time, then rent or purchase when to invest money, the card will cscnt consciously seek to maintain and increase sales to offset the funds spent However, even if the investment cscnt the banks themselves should also regularly check down, maintenance and timely repair of damage to the life and create the conditions for payment at convenience and facilities smoothly research combined with the Payment Card Industry's other banks to ensure the provision of banking products in a synchronous manner and most competitive actively invest some modern machinery combined with continued upgrading and perfecting existing mechanical systems gradually synchronize systems engineering machinery used in the field of card 3.3 a number of recommendations to improve customer satisfaction 3.3.1 recommendations for government issued legal system to protect the interests of the participating cardholder card field - The government should bann soon the legal documents to protect the legitimate interests of the business bank card, the card holder and cscnt and the basis for the law enforcement and judicial impeachment and penalties criminal organizations forged payment cards, as well as individual acts of fraud, unauthorized use to hijack other people's property - This is the fraud through credit card has appeared in Vietnam and we can confirm a new type of crime, utterly sophisticated and clever introduction to limit this situation, the government should continue to promote legislation and the bylaws of the economy, additional and existing laws and making early penalty for crimes related to tags such as production and consumption of counterfeit cards, stealing code - The prevention of this type of crime is not just the job of a bank or of its authorities such as the police, the police must have the economic coordination among stakeholders not only cooperation between local agencies that must coordinate with the international police organization to timely prevent fraudulent practices within the country and around the world investment in infrastructure construction - State equipment needed investment to modernize the bank as this is very expensive task requiring large investments rather, to ensure that the banking sector will develop the premise for the development of a variety of other industries especially in terms of technical equipment Vietnam banks are less compared to other countries in the region and around the world - Card technology is a completely new technology in Vietnam, those machines are very modern in our country that can not produce themselves even tahy components that must also import foreign delivery of modern equipment repairs have not been done to facilitate rapid force banks to increase the cost of purchasing equipment and costly redundancy therefore, government should reduce import duties for machinery for card technology in Vietnam or at least make it easier to operate the machinery is imported proposed policies to encourage payment cards in Vietnam - Vietnam is a country that still use the majority of cash in the trade therefore, the use of payment cards in use should be encouraged in Vietnam to reduce the amount of cash circulating in the economy it is necessary to reduce the value added tax for services such as commodities for which the state encourages consumers 10% tax rate for the current service does not seem reasonable since this is a new service, the cost is quite expensive operation that cost services if the state continues to hold the current tax rate is unlikely to encourage local people to use this type State tax policy should be more satisfactory to tag items, acceptable levels of 5% Such an opportunity for banks to implement cost reduction card services, accelerate the pace of development in Vietnam paid - In addition, the state can encourage local people to open a personal account at the bank State may make payments for staff salaries through individual accounts system at the bank This has helped the state's income management officials both have an impact in boosting card payment create social and economic environment stable - A social and economic environment is stable foundation for all development, of course, for the development of payment cards socioeconomic stability and sustainable development of the new people's lives are improving and they are exposed to conditions of payment of modern technology and this is also motj conditions to expand international relations, are good conditions for banks to expand relations with the international card organizations 3.3.2 for state banks finalize legal documents on Card - In the present context, the card is gradually becoming a common means of payment, the legal environment for the card needs to be completed quickly Current card banks under tight regulation of international card associations still need to have a specific legal documents for the payment limit it also pays to pay attention to issues related to prevention and risk management for banks and cardholders - To promulgate regulations, measures to enhance security, safety, security, discovery, fighting, prevention, and treatment to prevent the violations of law in the field of payment cards, atm, pos and payment methods using high technology research, building orientation standard card for domestic card market Vietnam and migration path from magnetic stripe to chip cards to ensure security, safety, privacy, prevent fraud in the issuance and payment; open new development opportunities for card payments, extended payment card services, ensuring integration between the card payment system actively coordinating with the - State Bank, the bank card and the card members actively cooperates with the information and communication, the mass media in promoting, implementing better propagation and dissemination of information , knowledge of general card payment and card payment pos particular through the use of cards, unit cards accepted in a positive way, fully developed to facilitate payments through the card into the pos life - Coordinating with the requirements of industry and trade in goods retail outlets and services are eligible to pos equipment installation and acceptance of card payments, does not distinguish between payment in cash with payment card concerns and properly handle the issue of customer surcharge card payments via pos accordance with current regulations, and research remedies, remedies are effective to ensure strict implementation this provision in practice - Continue to implement and complete the connection of pos system nationwide before 31/12/2013; improve interconnect card payment system, pos nationwide focus on improving the quality and efficiency of payment services through pos with the coordinated measures for card payments via pos really come to life, gradually raise the volume and value of payment transactions through each pos year development pos step towards making solid deployed in areas, favorable objects, potentially before, make the spread, gradually extended to the whole society should have policies to encourage business expansion card - Construction and issuing mechanisms and policies appropriate tax incentives or similar measures as tax incentives for sales of goods and services via POS card payment to encourage units sale of goods and services actively accepting card payments, to encourage people to use the card to pay for purchases of goods and services to overcome barriers, creating even massive accelerate development through pos payment card; coordinate with the proposed financial regulations the competent authorities of the apparent preferential policies of tax (value added tax, corporate income tax) for card payments through activities under the direction of the pos Prime Minister - State bank should have policies to support the development bank card transactions in order to increase competitiveness with foreign banks regularly updated information and organizing courses, exchange of experience spread between banks State banks also need to have some certain preferential policies to increase the competitiveness of domestic banks with foreign banks as reserve rate hedging, tax incentives it also pays to allow banks to apply the incentive program for customers in order to attract customers, ensuring competition for banks - In addition to state-owned banks also need to make strategic planning for long time to avoid domestic banks to compete in vain the establishment of the card association has proved to be a sound policy of state-owned banks card associations have attracted most of the banks have done in Vietnam card services involved, uniform fees, issuing rules, apply common policies to ensure profitability for the bank regular direct contact with the bank captures the difficulties and hold discussions to solve the general direction Chapter concludes in chapter 3, the author first introduces the development orientation of Agriculture and Rural Development Bank, then to the author of three measures to improve service quality domestic debit card the solution is: to improve the quality of staff personnel transactions, enhanced security, and security for cardholders additional development facility accepting conclusions Customer satisfaction is what banks need to ARD effort to achieve it is also the best way to attract and retain customers banks to win customer loyalty when the customer's requirements are met, as this will create the mental comfort, there is an element lacking in satisfaction usually only generate capital a limited loyalty outside the goal retain old customers, they need to next is to meet the needs of all potential customers, want more new customers is not an easy task, as new customers often not believe that the service business can things as introduced Businesses can overcome this by rigging the praise of the former client or current quality of banking services ARD 'd get to so, is now the bank requires dynamic and responsive in understanding and getting to know as well as the remarks and comments of our customers, thereby improving the quality of services better service variety of products and services to create more opportunities for customers to choose always respect its commitments to customers to consolidate trust and the trust of customers with the subject "analysis and proposed solutions to improve the satisfaction of customers for service debit domestic banks ARD", the main objective of this topic is to assess the satisfaction of factors affecting quality of service Data is processed mainly frequency analysis and descriptive statistical analysis along with consideration of the orientation of the development banks nn & ptnttac authors give some solutions and recommendations to improve customer satisfaction thereby contributing to increased sales, market share, profitability and position of banks in the market ARD / References Crystal Spring Fine, improve the quality of public services in HCMC Customs Department, Economic Development Journal, No 215, May 09/2008 pear command text (2007), using the index of customer satisfaction strategy in the banking business: a theoretical modeling approach, scientific journals and Technology, No 2, page 51 Crystal Queen being "critical to satisfy demanding customers" (online) Toan and Nguyen Luong Ngoc Quang Toan (2006), "educational services-an important 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Khoảng cách Khoảng cách NHÀ CUNG CẤP DỊCH VỤ Chuyển đổi cảm nhận công... release, license, payment, verification, completion returns, claims and risk management Today, in the 21st century it has been hard is the rise of the alternative payment card checks in payment through... government, central bank implemented fiscal and monetary tightening, lending control aims to control inflation, stabilize the macro-economy, ensuring social security has a great influence on