Recommendations to enhance customer satisfaction towards deposit products of SHB

ĐẠI HỌC QUỐC GIA HÀ NỘI KHOA QUẢN TRỊ VÀ KINH DOANH - NGUYỄN CHÍ HIẾU RECOMMENDATIONS TO ENHANCE CUSTOMER SATISFACTION TOWARDS SAVINGS PRODUCT OF SHB GIẢI PHÁP NÂNG CAO SỰ HÀI LÒNG CỦA KHÁCH HÀNG ĐỐI VỚI SẢN PHẨM TIỀN GỬI CỦA NGÂN HÀNG TMCP SÀI GÒN – HÀ NỘI LUẬN VĂN THẠC SĨ QUẢN TRỊ KINH DOANH Hà Nội - 2017 ĐẠI HỌC QUỐC GIA HÀ NỘI KHOA QUẢN TRỊ VÀ KINH DOANH - NGUYỄN CHÍ HIẾU RECOMMENDATIONS TO ENHANCE CUSTOMER SATISFACTION TOWARDS SAVINGS PRODUCT OF SHB GIẢI PHÁP NÂNG CAO SỰ HÀI LÒNG CỦA KHÁCH HÀNG ĐỐI VỚI SẢN PHẨM TIỀN GỬI CỦA NGÂN HÀNG TMCP SÀI GÒN – HÀ NỘI Chuyên ngành: Quản trị kinh doanh Mã số: 60 34 01 02 LUẬN VĂN THẠC SĨ QUẢN TRỊ KINH DOANH NGƯỜI HƯỚNG DẪN KHOA HỌC: TS NGUYỄN THỊ KIM OANH Hà Nội - 2017 DECLARATION The author confirms that the research outcome in the thesis is the result of author’s independent work during study and research period and it is not yet published in other’s research and article The other’s research result and documentation (extraction, table, figure, formula, and other document) used in the thesis are cited properly and the permission (if required) is given The author is responsible in front of the Thesis Assessment Committee, Hanoi School of Business and Management, and the laws for above-mentioned declaration Date: April, 20, 2017 i ACKNOWLEDGEMENT I have gained huge knowledge, skill and insights from my MBA course The course raises my capacity of administration and management up to the next level I am now very confident in my position of management I would like to extend my sincerest thanks and appreciation to all those who have made this Thesis to be possible I woud like to express my great gratitude to my supervisor Nguyen Thi Kim Oanhfor her useful comments, remarks and engagement during my process of doing this master thesis I also would like to thanks my classmates for their friendship and reciprocal encouragement to make our class time to be unforgettable time ii TABLE OF CONTENT DECLARATION i ACKNOWLEDGEMENT ii TABLE OF CONTENT iii LIST OF TABLES vi LIST OF FIRGURES viii Chapter 1: INTRODUCTION .1 1.1 Background to the study 1.2 Research overview 1.3 Aims of the study 1.4 Object of the study 1.5 Scope of the study .4 1.6 Research methodology 1.7 Proposed research structure Chapter 2: RESEARCH FRAMEWORK 2.1 Deposit products at commercial banks .8 2.1.1 Concepts 2.1.2 Deposit products at Vietnamese commercial banks 2.2 Customer satisfaction and models to evaluate customer satisfaction towards deposit products at commercial banks 13 2.2.1 Customer satisfaction towards deposit products .13 2.2.2 Models related to customer satisfaction towards banks’ deposit products .15 2.3.2 Proposed model in the study 22 Chapter 3: METHODOLOGY 26 3.1 Preliminary research (qualitative) 26 3.1.1 Building the preliminary scale 26 3.1.2 Adjusting the scale 27 3.2 Formal research (quantitative) 27 3.2.1 Designing the survey questionnaire 28 iii 3.2.2 Collecting information from the survey questionnaire 28 3.2.3 Designing the sample 28 3.2.4 Processing the data 29 Chapter 4: THE REALITY OF CUSTOMER SATISFACTION TOWARDS DEPOSIT PRODUCTS AT SAIGON - HANOI COMMERCIAL JOINT STOCK BANK 32 4.1 Overview of Saigon - Hanoi Commercial Joint Stock Bank 32 4.1.1 History of foundation and development 32 4.1.2 Functions and duties 33 4.1.3 Organization 33 4.1.4 Business results .36 4.1.5 Business results of the bank’s deposit products 37 4.2 Some activities to enhance customer satisfaction towards SHB's deposit products 40 4.2.1 In terms of prestige and image 40 4.2.2 In terms of the staff’s responsiveness .40 4.2.3 In terms of facilities of the bank 43 4.2.4 Product policy 44 4.2.5 Interest rate policy 46 4.2.6 Marketing policy .47 4.3 Results of the survey on customer satisfaction towards the bank’s deposit products 48 4.3.1 Scale testing .48 4.3.2 Factor analysis 50 4.3.3 Correlation and regression analysis 53 4.3.4 Evaluation of customers on factors affecting the customer satisfaction towards the bank’s deposit products 58 4.4 General assessments .67 4.4.1 Achievements 67 4.4.2 Limitations .68 iv 4.4.3 Causes of the limitations 69 Chapter 5: SOLUTIONS TO IMPROVE CUSTOMER SATISFACTION TOWARDS DEPOSIT PRODUCTS AT SHB 70 5.1 SHB’s developing target and orientation 70 5.1.1 Opportunity and challenge .70 5.1.2 SHB's developing orientation and target 73 5.1.3 Developing orientation of deposit products 76 5.2 Solutions to improve customer satisfaction towards deposit products 77 5.2.1 Solutions to improve business facilities 77 5.2.2 Solutions to improve staff quality 78 5.2.3 Solutions to enhance the prestige of the bank 80 5.2.4 Solutions to improve product policy .81 5.2.5 Solution to improve the interest rate policy 82 5.2.6 Solution to improve marketing policy .84 5.2.7 Deposit insurance solution for customers .87 5.3 Recommendations 87 5.3.1 Recommendations to the government .87 5.3.2 Recommendations to the State Bank .89 CONCLUSION 91 REFERENCES 92 v LIST OF TABLES Table 2.1 Interpretation of variables in the research model 21 Table 2.2: Summary of previous research models 23 Table 3.1: Interview questions to SHB’s experts 27 Table 4.1 Business results of SHB 36 Table 4.2: Business results of the bank’s deposit products 38 Table 4.3: Qualifications of transaction staff 41 Table 4.4: The training of bank transaction staff at the bank 42 Table 4.5: System of branches and transaction offices of the bank 43 Table 4.6: Some specific products of the bank 44 Table 4.7: Comparison of SHB’s interest rates with those of other banks .47 Table 4.8: Results of scale testing .48 Table 4.9 Factor analysis results of independent variables .50 Table 4.10 Factor analysis results of dependent variables 52 Table 4.11 Results of correlation matrix between factors in the model 54 Table 4.12 Results of regression analysis 55 Table 4.13 Results of testing research hypotheses 57 Table 4.14 Evaluation on the prestige of the bank 58 Table 4.15: Evaluation on the staff’s responsiveness .59 Table 4.16: Evaluation on the facilities of the bank 60 Table 4.17: Evaluation on the product policy 62 Table 4.18: Evaluation on the interest rate policy 63 Table 4.19: Evaluation on the marketing policy .65 Table 4.20: Evaluation on customers’ general satisfaction .66 vi vii LIST OF FIRGURES Figure 2.1: SERVQUAL model (Parasuraman et al., 1988) .15 Figure 2.2: BANKSERV model (Avkiran, 1994) .17 Figure 2.3: Duong Thi Thanh Hai’s model (2014) 18 Figure 2.4: CBSQ model of Xin Guo et al (2008) 20 Figure 2.5: Research model of Phan Dinh Khoi et al (2015) 21 Figure 2.6: Nguyen Thi Nhu Quynh’s model (2014) 22 Figure 2.7: Proposed model in the study 25 viii expenses Interest rates are an important tool for banks to expand deposits from people classes, enterprises, and other institutions, are also a problem concerned by both banks and their customers Interest rates are the economic leverage that has a big impact on customers; therefore, the bank must use them flexibly to attract maximum depositors However, the bank must also properly balance the input interest rates and the output interest rates to ensure profitability for it Interest rates are one of the competition tools for banks, so banks that know how to use this tool reasonably and flexibly will be the winners in competitions As a result, all fluctuations in interest rates have a direct impact on the bank's performance Due to the importance of interest rates, the development of interest rate policy is a priority matter It is very difficult to come up with an appropriate interest rate policy It is necessary to meet the following requirements: + Help the bank mobilize sufficient funds for its operations and achieve a reasonable funding structure; + Ensure the competitiveness of the bank compared to other competitors; + Ensure reasonable profit levels for the bank; + Be suitable with the central bank's interest rate policy and the changing trend of interest rates in the market; Depending on the competition levels in the area and the allowed scope, the bank can issue its own interest rate policy In order to improve customer satisfaction towards its deposit products, SHB must have a reasonable interest rate policy so that ensure that the deposit mobilization interest rates both ensure to attract depositors and suit the loan interests to avoid the reality of high capital raising rates but low investment rates Currently, to attract depositors and borrowers, some banks have used flexible interest rates such as subdividing interest rates over various terms or reduced loan interest rates to avoid stagnant capitals However, this increase is limited to a certain margin as it must also ensure that the business operations of the bank are profitable Therefore, some suggested solutions for SHB are: 83 - Carry out the deposit interest rate policy under the guidance of the State Bank in each period suitable for the practical situation in each area - Stick to the movements of deposit mobilization rates and the policies applied to customers with large deposit balances of other credit institutions - Build up the progressive interest rate table in terms of deposit amount according to the principle: the more the deposits are, the higher the interest rate are Study and analyze the economic situation, the policies of the government and the State Bank, the fluctuation trend of interest rates in the interbank market to forecast the fluctuation trend of interest rate in the market Moreover, base on the need for capitals and its capital structure to have an appropriate interest rate policy - Apply flexible interest rate policy, stick to market movements be competitive at a reasonable level, and apply some promotion forms such as offering birthday gifts , gifts on Tet holiday or foundation anniversary the bank, etc 5.2.6 Solution to improve marketing policy To make the image of the bank more and more familiar to customers and the products and services no stranger to the public, the bank first need to enhance the propaganda, advertising, and introduction of its products At present, people not have the habit of using banking utilities This is a big disadvantage affecting the operation of the bank People are less familiar with the forms of asset accumulation by depositing money in banks and using means of payment through banks or authorizing banks to invest in major assets If the people’s understanding about the bank's products and services is increased, the bank will be an indispensable companion of every citizen Then the attraction of funds will be more easily and conveniently Apart from the propaganda, SHB should pay attention to the classification of customers in terms of customer groups such as corporate customers, office workers, customers with high or low income etc to have appropriate strategies for each group For corporate customers: This is a group of customers whose main demand is to enjoy banking services To meet the needs of this group of customers, the bank needs to modernize its payment facilities, serve quickly and accurately the payment needs of customers Currently, the types of services of commercial banks are 84 relatively similar and easy to imitate, so the competition is more severe Therefore, being able to attract more and more customers is an art of every bank For the groups of office workers and high-income people: This is a group of knowledgeable customers with relatively stable income accounting for a relatively large proportion of total depositors Their need is the convenience in transaction, so SHB needs to improve business procedures in the direction of simplification to take less time in transactions between the banks and the customers For low-income customers: The main demand of this group of customers is the income; therefore, banks with more deposit terms and different interest rates will attract a large number of these customers Along with advertising and customer segmentation, the distribution channel system is an indispensable part of the bank's marketing activities because distribution channel is the basis for the bank to ensure the security in business, strengthen the link between the parties, reduce the competition in the market, and match supply-demand in the market making the circulation network smooth *Traditional distribution channel is a channel attached to the birth and the development of a bank or it is a distribution channel that relies primarily on the direct contact between the bank staff and customers in the supply of product services Branches and transaction offices are the traditional distribution channels associated with the Head Office and facility system in certain locations Based on the level of the provided products, SHB should categorize the branches into three types: + Branches that only provide a service product: savings fund, currency exchange, etc + Branches that provide limited products and services (branches level 2, level 3): lending, receiving deposits, foreign currency exchanging, etc + Branches that provide full products and services and conduct all the stages in the process of serving customers In addition to the traditional distribution channels, agent banks should be located in places where the bank does not have a branch to distribute to customers 85 Traditional distribution channels create the image of a bank, help promote the image of the bank in the market, and create the difference in the market and this difference is very difficult to copy (unlike the product strategy) The operation of the channel is safe, stable and meets the specific and complicated needs of customers Therefore, SHB can apply the method generally adopted by Chinese banks, which is using the same paint color to all branches and the same size and color to all the bank’s signs The bank’s employees also need to wear uniforms with the same color as the paint to create a special impression on customers This also demonstrates the professionalism of the bank and makes customers more confident when depositing money In terms of time, SHB should change the working time to ensure the convenience for depositors, especially civil servants, officials, and office workers The bank can change the working time from 7:30 a.m to 15:00 p.m (closed) to 9:00 a.m -5:30 p.m In fact, there are almost no transactions from 7:30 a.m to a.m Besides, SHB should study the technology of depositing money automatically through ATMs as what Dong A bank is applying *Modern distribution channels rely mainly on electronic equipment, technology, and IT applications in providing banking products and services to customers The bank needs to diversify its modern distribution channels including ATMs, automatic payment points at the place of sale, or machines (Eftpos) which are the ones that customers can pay by card at the machine locations, home banking services, Internet banking services, phone banking services which can read the voice of the customer to carry out transactions The forms of modern distribution channel overcomes all the disadvantages of traditional channels, extends the time and scope of service, and enhance the serving ability that helps customers save waiting time and long-term costs However, there will be technical problems that can cause huge repairing expenses and the banks will have to face security risks caused by viruses or hackers To succeed in marketing, all the bank staff, not just the transaction staff, have to understand and practice marketing Banking marketing must be derived from the 86 needs of customers in the market, especially in the context of the seasonal business and production of traditional customers Since then, the bank needs to have a strategy to raise capitals and provide services to the most suitable customers and improve the quality of its services and business In addition, it is necessary to enhance the advertising of the bank’s products on the mass media by leaflets, attracting attention, increasing the bank’s prestige, etc and need a strategy to restore lost customers or potential customers who are not actually sticking to SHB 5.2.7 Deposit insurance solution for customers To attract customers to deposit money, SHB needs to insure the customers’ deposits to create depositors’ confidence Banking business is always risky When risks happen to the banks, depositors will be the ones who suffer the most damage Therefore, in order to create customers’ confidence as well as reduce the damage when the risks occur, SHB needs to have a deposit insurance policy However, when participating in deposit insurance at deposit insurance institutions of our country, customers are only paid up to 50 million on the deposit when there is a bank risk This is a problem that makes depositors of great amount feel unhappy when they deposit money since the insured amount is too low compared to the damage that they have to suffer Therefore, when participating in deposit insurance for customers, SHB needs to choose reputable insurance organizations or choose to cooperate with foreign insurance organizations to increase the insurance value for each deposit of customers If so, customers will be more confident when deciding to deposit money at SHB This is also the basis for SHB to improve the customer satisfaction as well as its business efficiency 5.3 Recommendations 5.3.1 Recommendations to the government State management agencies, especially the government, play a key and important role in the implementation of all national activities and running all economic activities The socio-economic situation develops rapidly and has many 87 fluctuations, challenges and arising relationships requiring the adjustment and management of the government and the legal system Therefore, the government should take measures to ensure the law to be implemented consistently and thoroughly, especially in the banking sector In terms of legal aspect: The government as well as the relevant government agencies should stabilize the legal environment The operational environment of Vietnamese banking system is gradually improving, creating favorable operating conditions for banks However, there are still some inadequacies For example, many legal documents on banking operations are incomplete making it difficult for some banks’ operations Therefore, it is recommended that the government and sectorial agencies continue to develop and step by step complete the legal framework, amend and supplement the Law of the State Bank and the Law on Credit Institutions in the direction of clearly prescribing the ownership and the selfresponsibility of commercial banks; ensuring equality among banks and financial institutions; protecting of legitimate interests of investors At the same time, there should be a policy of promoting the expansion of banking operations, contributing to the economic growth and development In terms of economy: The government needs to stabilize the macro economy because a stable and highly developing economic environment will create favorable conditions for people to have stable income jobs that help increase their accumulation Effective business organizations bring high income to individuals and organizations; as a result, deposits from individuals and organizations at commercial banks go up, which helps increase the ability to attract capitals of commercial banks as well as expand and develop capital mobilization activities To that, the government must have proper economic policies that enable all sectors and industries to compete healthily and develop together The government also needs to control and adjust inflation and stabilize financial and monetary markets, exchange rates, and interest rates The government needs to intervene in the market to a certain degree to control the market, maintain growth, manage the economy well, stabilize the exchange rates in order to enhance the prestige of the banks and 88 the confidence of people in the banking system, limit risks in banking activities, and attract the maximum capitals for the development of the country In addition, it is necessary to promote the domestic financial market to create opportunities for commercial banks to diversify capital mobilization methods and banking products Especially, the stock market will be an advantage for capital mobilization through the issuance of securities Currently, commercial banks are allowed to issue valuable papers such as bills, bonds, etc making them more active in mobilizing capitals, meeting the need of asset increase, and speeding up the development of the stock market On the other hand, the government should encourage organizations to pay through banks when buying and selling to develop non-cash payment activities; force units and organizations to open bank accounts to transfer operation expenses through their bank accounts 5.3.2 Recommendations to the State Bank The State Bank of Vietnam is the bank which issues the national monetary policy and has a stable monetary policy so that people can confidently deposit their money into the bank without losing prices Moreover, with a stable monetary policy, commercial banks will have easier business conditions Therefore, the State Bank should have a monetary policy which is suitable for each specific period The State Bank should have reasonable policies for commercial banks In the period of fierce competition to survive and develop, commercial banks need to constantly strive in their business strategies Therefore, the State Bank should have policies to reward or loosen the management regulations to commercial banks to facilitate their business operations The State Bank should create favorable conditions for commercial banks to apply banking science and technology, train capable staff, and send professional officers to visit their partner banks in the area or in the world so that they can participate in all areas of banking business that countries around the world are doing in order to improve the serving ability of the branch, step by step create customers’ trust and let the bank fulfill its investment and development tasks 89 The interest rate policy is an important tool for banks to mobilize capitals from people classes, businesses and other credit institutions Using a reasonable interest rate policy can attract more and more capitals from the society; stimulate economic units and organizations to use capitals effectively in production and business The interest rate policy must be built on the basis of science and practice, suitable with the socio-economic conditions in each period Apart from the interest rate policy, the exchange rate policy also plays an important role in stabilizing exchange rates in the market If the exchange rates are stable, the banks will mobilize more deposits without having to raise interest rates for VND When the exchange rates fluctuate rapidly, the mobilized capitals will not grow although the foreign currency interest rates decrease and the VND interest ratse increase Meanwhile, the borrowing enterprises have more demand for VND The unbalance in the market has put pressure on the VND It is the fast growth of fluctuating exchange rates that the bank maximizes its foreign exchange status whereas people are cautious in changing foreign currency into VND To efficiently carry out the inspection and examination, the State Bank needs to effectively perform its management functions to put the activities of credit institutions into order and effectiveness If so, the prestige of the banking system in the economy will constantly be raised 90 CONCLUSION With its history of establishment and development, SHB always considers customer satisfaction one of the most important objectives in its operation in general and in deposit mobilization in particular However, with the current situation of the economy as well as the competitive environment of the banking sector, the enhancement of customer satisfaction towards the bank’s deposit products has encountered many difficulties in developing and maintaining the market share This was evidenced by the results of business operation and capital mobilization of the bank in the period of 2011 to 2015 In addition to the above results, the analysis of survey data showed that positive factors affecting the satisfaction of customers towards deposit products such as the bank prestige, staff conduct, facilities, customer policy, interest rate policy and marketing policy still had had many shortcomings, which made customers dissatisfied with SHB's deposit products In particular, the facilities of some transaction points were deteriorated; the products were not diversified, the interest rates were not attractive to customers, and the advertising and marketing activities had not provided customers with enough information The factors affecting customer satisfaction towards deposit products were pointed out as an so that the author could come up with a number of solutions and recommendations, which focused on improving facilities at some transaction offices, bringing new blood into the bank, providing training to improve the quality of personnel and doing market research to find out the products suitable for the branch in coming time It is hoped that the results of the research will be able to contribute positively to the management as well as the improvement of customer satisfaction towards SHB's deposit products in the future 91 REFERENCES Avkiran NK (1994) Developing an Instrument to Measure Customer Service Quality in Branch Banking Int J Bank Mark 12(6):10-18 Cronin Jr, J J., & Taylor, S A., 1992 SERVPERF versus SERVQUAL: reconciling performance-based and perceptions-minus-expectations measurement of service quality The Journal of Marketing, 125-131 Phan Dinh Khoi and associates (2015) Factors affecting customer satisfaction towards savings deposit services: Case study at Agribank Binh Minh, Vinh Long Science Journal, Can Tho University Nguyen Thi Minh 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Tôi học viên cao học Trường Đại học Quốc Gia Hà Nội Tôi thực nghiên cứu khoa học số nhân tố tác động đến hài lòng khách hàng dịch vụ huy động vốn ngân hàng Kính mong quý khách hàng dành chút thời gian để điền vào phiếu khảo sát Những thông tin mà quý khách đóng góp có ý nghĩa quan trọng góp phần vào thành cơng nghiên cứu Tôi mong cộng tác quý khách Xin quý khách yên tâm câu trả lời giữ bí mật tuyệt đối Kính mong quý khách dành chút thời gian giúp trả lời số câu hỏi sau (khoanh tròn đánh dấu X vào câu trả lời).Xin lưu ý khơng có câu trả lời sai.Tất câu trả lời có giá trị nghiên cứu Xin chân thành cảm ơn hợp tác giúp đỡ quý khách PHẦN A: THÔNG TIN QUẢN LÝ Số thứ tự mẫu: Tên vấn viên: Tên đáp viên: Ngày vấn: Số điện thoại: Địa điểm vấn: Giới tính: : ☐Nam ☐Nữ Trình độ học vấn:…………………… Nơi ở:………………………………… 94 PHẦN B: NỘI DUNG I : CÁC NHÂN TỐ ẢNH HƯỞNG ĐẾN SỰ HÀI LÒNG CỦA KHÁCH HÀNG VỚI DỊCH VỤ HUY ĐỘNG VỐN Hồn tồn khơng đồng ý Khơng đồng Tương đối đồng Đồng ý Hồn tồn đồng ý ý Biến mã hóa UTNH1 UTNH2 ý Điểm đánh giá Câu hỏi khảo sát Ngân hàng chưa chậm trễ việc đáp ứng nhu cầu rút tiền gửi khách hàng Ngân hàng thể công khai, minh bạch thơng tin tài 5 5 5 5 5 Ngân hàng thể nỗ lực việc giải UTNH3 thắc mắc khách hàng việc đảm bảo quyền lợi khách hàng gửi tiền DDTD1 Nhân viên ngân hàng thể kiến thức chuyên môn tốt Nhân viên ngân hàng thể khả hiểu biết DDTD2 tốt nghề nghiệp sản phẩm dịch vụ ngân hàng DDTD3 DDTD4 CSVC1 CSVC2 CSVC3 Nhân viên ngân hàng có thái độ mực, lịch tiếp xúc với khách hàng Nhân viên ngân hàng làm việc có trách nhiệm, thể quan tâm tới lợi ích khách hàng Điểm giao dịch ngân hàng trang trí đẹp mắt, đại với đầy đủ tiện nghi, thiết bị Điểm giao dịch ngân hàng bố trí rộng rãi, thoáng đãng Điểm giao dịch ngân hàng phân bố địa điểm thuận tiện cho khách hàng 95 CSVC4 CSSP1 CSSP2 CSSP3 CSSP4 CSLS1 CSLS2 CSLS3 CSLS4 CSMK1 Nhân viên ngân hàng có đồng phục gọn gàng ngăn nắp tác phong làm việc chuyên nghiệp Các gói sản phẩm huy động đa dạng khung thời gian Các gói sản phẩm huy động đa dạng chủng loại Các gói sản phẩm huy động đa dạng mệnh giá Thơng tin gói sản phẩm cung cấp cách công khai, dễ thấy Lãi suất gói huy động đa dạng, phong phú, phù hợp với nhiều yêu cầu khách hàng Lãi suất gói huy động cạnh tranh so với sản phẩm tương tự ngân hàng khác Có nhiều gói lãi suất linh động để khách hàng dễ dàng lựa chọn Lãi suất gói huy động cạnh tranh so với kênh đầu tư khác Thông tin tiếp thị quảng cáo ngân hàng xuất thường xuyên tạo ý 5 5 5 5 5 5 Thông tin tiếp thị quảng cáo ngân hàng ngắn CSMK2 gọn, cung cấp đầy đủ điều khách hàng cần biết CSMK3 Các hình thức quảng cáo, tiếp thị ngân hàng đa dạng Khách hàng dễ dàng tìm kiếm thu nhận CSMK4 thông tin dịch vụ huy động vốn mà ngân hàng cung cấp Sự tương tác ngân hàng khách hàng CSMK5 thông qua hoạt động chăm sóc khách hàng thực tốt 96 HQHD1 HQHD2 HQHD3 Bạn hoàn toàn tin tưởng an tâm gửi tiền ngân hàng 5 Bạn tiếp tục có ý định gửi tiền vào ngân hàng thời gian tới Bạn giới thiệu tới bạn bè, người thân dịch vụ huy động vốn mà ngân hàng cung cấp II: THÔNG TIN CÁ NHÂN VÀ THÔNG TIN CHUNG Độ tuổi quý khách? Dưới 30 tuổi Từ 30 - 40 tuổi Từ 40 - 50 tuổi Trên 50 tuổi Nghề nghiệp q khách gì? Nơng dân Cán cơng chức Cơng nhân Cán hưu trí Nội trợ Khác Mức tiền gửi Dưới 10 triệu Từ 10-500 triệu Từ 500 triệu - tỷ Trên tỷ Thời gian sử dụng dịch vụ Dưới năm Từ 1-2 năm Trên năm Quý khách cho thêm ý kiến đóng góp nhằm nâng cao chất lượng phục vụ ngân hàng: Xin chân thành cảm ơn hợp tác quý khách ! 97 ... satisfaction towards deposit products at commercial banks 13 2.2.1 Customer satisfaction towards deposit products .13 2.2.2 Models related to customer satisfaction towards banks’ deposit products. .. Determining the factors that influence customer satisfaction towards SHB s deposit products in Hanoi  Providing some recommendations to enhance the satisfaction of customers with SHB s deposit products. .. towards deposit products at commercial banks 2.2.1 Customer satisfaction towards deposit products * Customer satisfaction There have been a lot of studies on customer satisfaction towards more than