LV Thạc sỹ_The improvement mobile banking services at BIDV dong do branch

NATIONAL ECONOMICS UNIVERSITY ADVANCED EDUCATIONAL PROGRAM ***************************** BACHELOR’S THESIS IN FINANCE THE IMPROVEMENT MOBILE BANKING SERVICES AT BIDV, DONG DO BRANCH ACKNOWLEDGMENT The report is the result of my internship in Personal customer services dpartment of BIDV Dong Do branch – Ha Noi By that time, I have worked with a great number of people whose contribution to the research It is a pleasure to convey my gratitude to them all in my humble acknowledgement In the first place, I would like to express my thanks to Mr …for his supervision, guidance and encouragement during this time I appreciate all his time and effort in helping me during the time of my internship In the next place, I would like to express many thanks to all staffs in BIDV Dong Do branch in general and in Personal customer services Department in particular, for their warm treatments and enthusiastic helps during my internship I am very grateful to Mrs …, my supervisor in Dong Do branch office, for her encouragements and guidance Besides, I gratefully acknowledge all lectures and officers from Advanced Finance Program for their shared knowledge and experiences Last but not least, I would like to delivery my gratitude to all of my classmates in advanced class intake 50 Their supports are one thing making this thesis possible TABLES OF CONTENT ~2~ CHAPTER 1: INTRODUCTION 1.1 Rationale 1.2 Research objective .2 1.3 Research scope 1.4 Research methodology 1.5 Research structure CHAPTER II: FUNDAMENTAL ISSUES OF DEVELOPMENT IN MOBILE BANKING SERVICES 2.1.1 Definition .3 2.1.1.1.Mobile accounting 2.1.1.2 Mobile Brokerage 2.1.1.3 (Mobile Financial Information) 2.1.2 Services of mobile banking 1.1.2.1 Browser-based Applications 2.1.2.2 Messaging-based Applications: 2.1.2.3 Standalone application downloaded by clients 10 2.2.1 The importance of the development of mobile banking 10 2.2.1.1 For bank .10 2.3.4.2 for clients 13 2.1.5 Criteria for evaluating the development of mobile banking services 14 2.1.5.1 Qualitative indicators 14 ~3~ 2.1.5.2 Quantitative indicator 14 2.2 FACTORS AFFECTING THE GROWTH OF MOBILE BANKING SERVICES 16 2.2.1 subjective factor 16 2.2.1.1 Platform technology: 16 2.2.1.2 Security and privacy 17 2.2.1.3 Development of the commercial banks strategy 19 2.2.2 Objective factor 19 2.2.2.1 Environmental laws .19 2.2.2.2 Economic Environment .20 2.2.2.3 The social environment 21 CHAPTER 3: THE REAL SITUATION OF THE DEVELOPMENT 23 IN MOBILE BANKING SERVICES AT BANK OF INVESTMENT AND DEVELOPMENT- BIDV- DONG DO BRANCH 3.1 23 Formation and development process of BIDV- Dong Do branch 23 3.1.1 Overview of BIDV .23 3.1.2 Foundation of BIDV, Dong Do branch 24 3.1.2.1 The process of formation and development: 24 3.1.2.2 Functions BIDV Dong Do Branch .25 3.1.2.3 Organizational structure 25 3.2.3 Mobile banking services at BIDV, Dong Do branch 29 3.2.1 Size and experience 29 3.2.2 Main customers 30 ~4~ 3.2.3 Relationship .30 3.3 REAL SITUATION OF MOBILE BANKING AT BANK OF INVESTMENT AND DEVELOPMENT- BIDV- DONG DO BRANCH 30 3.3.1 Performance of mobile banking servies at BIDV Dong Do Branch .30 Fund Mobilization: .32 Outstanding loans 34 3.3 SWOT MODEL FOR MOBILE BANKING IN THE DEVELOPMENT OF COMMERCIAL BANKS IN VIETNAM: 38 3.3.2 Weaknesses 40 3.3.3 Opportunities .41 3.3.4 Challenges .44 CHAPTER 4: RECOMMENDATION TO IMPROVE MOBILE BANKING SERVICES AT BANK OF INVESTMENT AND DEVELOPMENT- BIDVDONG DO BRANCH 47 3.2.1 Product promotion .47 3.2.2 Diversification Mobile banking services .48 3.2.3 Development of the system to accept payments via mobile banking 48 3.2.4 Strengthen cooperative relationships with mobile network providers49 3.2.5 Development of technology safety and security 49 3.2.6 Solution quality resources 49 3.2.7 Expanding the client system And to promote research, improve customer service 51 CHAPTER 5: CONCLUSION AND SOME SUGGESTION FOR FUTURE RESEARCH ~5~ 54 LIST OF FIGURES Figure 2.1: ROA and ROE .32 Figure 2.2: Fun mobilization of BIDV, Dong Do branch 33 Figure 2.3: Total fund mobilization in term of currencies 34 ~6~ Figure 2.4: Total outstanding loans 34 Figure 2.5: Other business activities .35 LIST OF TABLES Table 2.1: Business results of Dong Dong branch from 2006 to 2010 31 Table 2.2: Total fund mobilization in term of time 32 Table 2.3: Services performace at BIDV- Dong Do branch 35 Table 2.4: Performance of mobile banking servies at BIDV Dong Do Branch 36 Table2.5: assesment of mobile banking at BIDV, Dong Do branch .37 CHAPTER 1: INTRODUCTION 1.1 Rationale It is a common knowledge that the rushing development of science and technology, especially information technology sector, has affected all aspects of life, changed the awareness and production methods of many business sectors, including banking The concept of E-banking, online trading, online payments, etc began to become the ~7~ trend of development and competitiveness of commercial banks in Vietnam It can be objectively said that the development of bank services based on information technology is the inevitable trend in this era of international economic integration One of the modern service, high utility of that is mobile banking services Thanks to that, nowadays, customers, banks are herited the quickness and accuracy of transactions through mobile banking As a result, to survive and develop in a high competitive business environment nowadays, almost all commercial banks are striving with all efforts to catch up the modernization process of the bank, focus not only on the perfection of traditional business, but also on the development of modern banking applications, and mobile banking services is an example However, the practical development of mobile banking services of commercial banks in Vietnam but also shows the difficulties and limitations Despite being one of the best and biggest banks in Vietnam, BIDV also is not an exception The development of mobile banking at BIDV still copes up with many difficulties which is influence business activities of BIDV, not only in financial factors but also in reputation of the bank Therefore, after practicing at department of customer services at BIDV Dong Do branch, stemming from above knowledge, I decided to go with the thesis: “IMPROVEMENT IN MOBILE BANKING SERVICES AT BANK OF INVESTMENT AND DEVELOPMENT- BIDV- DONG DO BRANCH” This thesis studies about the theories of mobile banking, factor affect the development of mobile banking services and some successful example of mobile banking in the world After that, this thesis studies mentions about the current situation of mobile banking at BIDV Dong Do branch, before providing some recommendations for both the government and the bank in order to improve the mobile banking 1.2 Research objective ~8~ Through this thesis, I aim not only at the theories of mobile banking but also some factor affect the development of such kind of services Besides, I also aim to the performance of mobile banking in Dong Do branch, the achievements and limitations of the branch in this services Moreover, based on the conditions of banking industry, domestic economy and international economy in this recent years, I intend to propose some possible solutions and recommendations for the bank and the government in order to improvement the mobile banking at BIDV Dong Do branch 1.3 Research scope This thesis focuses on researching on the business performance of mobile banking at Bank for Investment and Development of Vietnam – Dong Do branch All data presented in this thesis research illustrates the real situation of international payment operation at Dong Do branch during three recent years from 2008 to 2010 and expanding recommendation to 2015 1.4 Research methodology In my thesis research, both qualitative and quantitative research method are used Qualitative method concerns about the causes of risks and the impacts of them on mobile banking Meanwhile, quantitative method concerns about data, information of three recent years, using statistic, analysis, and making comparison in order to have a practical view about the real situation of risks and performance of mobile banking activities at BIDV Dong Do branch 1.5 Research structure My thesis research consists of main parts: CHAPTER 2: FUNDAMENTAL ISSUES OF DEVELOPMENT IN MOBILE BANKING SERVICES CHAPTER 3: THE REAL SITUATION OF THE DEVELOPMENT IN MOBILE BANKING SERVICES AT BANK OF INVESTMENT AND DEVELOPMENTBIDV- DONG DO BRANCH CHAPTER 4: RECOMMENDATION TO IMPROVE MOBILE BANKING SERVICES AT BANK OF INVESTMENT AND DEVELOPMENT- BIDV- DONG DO BRANCH ~9~ CHAPTER 5: CONCLUSION AND SOME SUGGESTION FOR FUTURE RESEARCH CHAPTER II: FUNDAMENTAL ISSUES OF DEVELOPMENT IN MOBILE BANKING SERVICES In 30 years recently, the financial institutions have been upgraded to meet the everyday needs of customers First to mention is the automated teller machine (ATM), which is introduced to American in 1969 by the Bank of New York Chemicals Over a long time of development to fix many limitations, ATMs now carries the full features of a bank, offering a full suite of financial transactions Next, the launching of Internet banking in the mid-1990s had allowed consumers to access their financial accounts by using a computer connected to Internet at home Over the long run improving Internet banking to build consumer belief, today, Internet banking has gained an important position, with about 35% of U.S households conducting banking transactions online However, Internet banking services still have some serious drawbacks Firstly, only 62% of American households have a computer, according to a study conducted by organizations U S Census Bureau in 2003; and only 28% of Americans have broadband Internet access All above, the most important issue is portability (Even with a laptop, customers can connect only when the laptop is successfully connected to Internet) This will not happen with mobile phones Mobile access can be done anytime and anywhere - by a very large number of people More than 238 million people in the U.S have mobile-accounted for 78% of the population, and there are more than 3.25 billion mobile subscribers worldwide and this number keeps growing in the future It is not effective if banking transaction is done only by voice function of mobile, even more limited disclosure Moreover, mobiles phones todays are offered many diverse features that can send text messages, access to websites with high speed All above ~ 10 ~ system, including banks East Asia, Technological and Commercial, Asia, Citibank Vietnam, Indovina is the system transfer out of the 11 bank online transfer function There are three East Asian banks, Vietcombank, ACB Technical Asian trade and full implementation of the content of Internet banking is the provision of information, communication and transaction Private commercial banks in Asia to deploy this service ACB, Home banking services, Mobile Banking, Phone Banking to all individual customer has paid their deposit accounts at banks Mobile banking service also gives customers more convenient, saves time, helps customers to manage their accounts more closely, payment transactions, transfer at anytime, anywhere, no limit constraints of time and space so that future services will be developed to meet the increasing requirements of customers • customer demand for the payment, transfer funds wherever the growing With 86 million people in which young people aged under 35 accounted for 65% of the population and the number of internet users currently exceeds 20 million, the number of mobile subscribers reached 60 million, Vietnam has always been a market assessment emerging potential for online services and mobile The number of young consumers aged 21-29 of commercial banks increased, the level required by this group of modern, high technology, as well as the utility of the services banks provide level is very high They are willing to pay higher fees than usual to use the services many facilities and advantages of time, space trading, saving their precious time Additionally, in Vietnam, with its wider residential market, demand is paid, the purchase of goods in small quantities, usually on a daily basis or several times a week This feature will increase, but trading, payment and bank transfer Profits earned from a transaction, while not large, but a comment on a broad residential market, plus demand non-cash payments is increasing, the profits obtained from the banks it will be great • Community use of mobile phones in Vietnam is huge According to the Ministry of Information and Communications, to June 1, 2010 the country has 130.4 million telephone subscribers, reaching 152.7 machine density per 100 people In particular, mobile subscribers accounted for 85.4% Extensive cellular ~ 55 ~ network, enter all customers, from those high-income to the poor and middle income Plus the user experience services through mobile utility This will be an advantage when the bank reach its wider customer base of telecommunications companies to provide billing solutions, customer orientation from unused to the use of banking services • telecommunications infrastructure, Internet service providers, telecommunications services flourished In the past 10 years development of telecommunication systems has gained great achievements Some outstanding achievements as the mobile charges in Vietnam in recent years a significant reduction can say is cheap compared with the world, currently has enterprises licensed to provide mobile services infrastructure, number of subscribers of mobile services in Vietnam soared to 73.2 million subscribers are active The infrastructure of telecommunications networks are expanding to invest more and improve both the quantity and quality of service In the field of providing Internet, ADSL broadband Internet market was fierce with many vendors involved as VNPT, FPT, Viettel, Saigon Postel, Netnam, but it can be said EVN Telecom, VNPT / VDC is still keeping solid business mainstream role in the market with over 70% market share in hand Internet from being the first luxury, just a narrow band, high prices, limited services have become popular with many valueadded services, with approximately 30% of the population use The popularity of death gradually ADSL service Internet connection indirect low-speed (56 kbps) Competition also helped the ADSL service charges decreased rapidly growing line of affordable, more people The number of people using Internet Vietnam is increasing, and 2008 statistics this number up to 22 million people • The introduction of 3G services recently Four companies admitted that VNPT 3G / VinaPhone, VMS-MobiFone, Viettel and Vietnamobile has committed to invest a total of more than 33 trillion for the construction, infrastructure development until 2012 the 3G network 3G is expected to create a revolution in wireless communication with the supply of voice services and data access on mobile high speed, and to promote the convergence of mobile ~ 56 ~ communications devices with devices other consumer electronics 3G environment that turns into a mobile phone is a communication tool, information extraction, education, health care and safe for everyone With people, 3G has become the primary means of implementation calls and Internet access to exploit the resources on it 3G also important in that not only provide entertainment services like music, movies, 3G network becomes the platform to help increase Internet penetration (broadband reach places difficult to be fixed) and narrowing the digital gap between regions Corridor law on e-commerce business in Vietnam is gradually formed and put into operation in detail Vietnam's economic growth, people's life is significantly improved, indicators of socio-economic-growing human being perfected 3.3.4 Challenges • the competitive environment among banks increased In this era of market economy as the current development, the role of commercial banks in the economy is increasingly important, along with the increase more and more the number of banks due to the attractive the business benefits that this brings To be able to survive and maintain its position in the market, banks are forced to make the product more and more diverse, bringing maximum benefits to customers in the appropriate fee The challenge is between the banks who will provide the optimal product, attract new customers to survive competition and sustainable development • Percentage of non-cash payments is still low According to a survey of authorities in 2003 for the payment in cash is very popular in the economy Cash payment is still a large proportion of the corporate sector and has the majority of payment transactions in the residential sector 750 enterprises in Vietnam at North, Central, South, the private sector has over 500 employees, about 63% of their transactions are conducted through the banking system; those businesses with less than 25 workers this proportion is 47% state-owned enterprises with just over 80% of trading is done over the short term, almost all state enterprises and private are paid in cash At the household business, trading 86.2% of households still paid in cash commodities; 75% of payments for business cash; 72% of private ~ 57 ~ business tax cash ; number of users of banking services primarily large enterprises and labor in the area of foreign investment, office workers with high and stable income Since 2001, the proportion of cash used in payment of the total payment in 2001 was 23.7% in 2004 was 20.3% in 2005 was 19% in 2006 was 17, 21%, in 2007 was 16.36%, 2008 was 14.6%, although the proportion has declined but the annual rate remains higher than the world this proportion in the advanced countries such as Sweden is , 7%, Norway is 1%, while China is the average development but only at 10% The psychological-cash, including VND and foreign currencies, and an understanding of banking services of the majority of people in Vietnam is low, is also a cause for the expansion of new bank services also difficult • Legal risk is still high The legal system of Vietnam's regulations on e-commerce activities are still being formed and lead to development of the text is specified on the business activities in this area, obligations and responsibilities of the parties is unclear which caused much disagreement controversy arises when service providers • cybercrime, high-tech crime is increasing, especially in the banking sector When information technology development, we stand before the challenges of cyberspace That is the problem of hackers The fight against crime in real space was very difficult, for cyberspace exist many difficulties and obstacles than many In 2009, Vietnam has more than 1,000 sites are hacker attacks, more than doubled compared with 2008 (461 sites) and three fold compared with 2007 (342 sites) In three months of 2010, there were more than 300 websites of individuals and organizations in the field of online business, banking, civil service domain Vn are foreign hackers broke In 2009, the police have uncovered more than 40 high-tech cases with damage to thousands of billion Typically, cases and Tan Wei Cham Tack Choi Hong (Malaysian) use credit cards Visa, Master suppose to pay at the hotel Metropol amount more than 500 million VND for Nguyen Hoaward (United States) to withdraw 1, billion, Arial Fardin (Canadian) to withdraw 800 million from the AMEX card has expired at the ATM ~ 58 ~ We have entered the 10th year of the 21st century, information technology boom and cyber crime problems become more complex and sophisticated To combat this crime should have the technological solutions as well as people The previous year we face the victims of the attack code to the computer information system of state bodies, enterprises This year, crime will still focus on finance - banking, criminal fraud on ATM cards has also increased, this will remain the hot issues of 2010 This year, the mobile device has grown very strong, 3G networks were deployed in Vietnam and began to experience attacks of malicious code Should the virus infection via the mobile device is a current affairs is insufficient to affect the development of mobile banking • Psychological risk aversion in the electronic payment of customer Like mentioned above, security issues and security becoming hot Psychology of most customers not feel comfortable, not to trust the security, safety of payment systems through mobile banking and internet banking in general To ensure security for our customers, banks need specific advice to customers, help customers fully understand, to know the information about services, banking products Besides the banks themselves must also take measures to increase safety for the trading system through the internet, this mobile banking SUMMARY OF CHAPTER III Chapter has given the preliminary business situation in the BIDV, Dong Do branch, as well as the development of mobile banking services here It can be said that, during ~ 59 ~ the last few years, the business situation of BIDV, Dong Do branch is very positive, but most of their revenues still come from banking activities, revenue from other activities such services is still minimal However, good signal is that the service activities, such as the mobile banking is a development strategy of the bank in the future Mobile banking is a new service but it was partly built the trust of customers From the survey, we can conclude that most customers are satisfied with the service at the bank However, to compete in the market, I made the SWOT of mobile banking services in the BIDV, Dong Do branch This is also the basis for making the solution proposed in Chapter CHAPTER 4: RECOMMENDATION TO IMPROVE MOBILE BANKING SERVICES AT BANK OF INVESTMENT AND DEVELOPMENT- BIDVDONG DO BRANCH ~ 60 ~ From the SWOT model built above, by combining elements of advantages, opportunities, challenges and weaknesses, we can build solutions that help banks develop mobile banking services as follows 3.2.1 Product promotion It can be said that advertising and promoting campaign to get customer awareness about new products plays an important role in Vietnamese business environment today Here I give some suggestions for BIDV- Dong Do branch for product promotion campaign First, organizing seminars and conferences for customers Through seminars and conferences, banks can introduce and provide information about mobile banking services in a particular way for almost all customers From that awareness, the customers’ habit of using cash is gradually changed At the same time, banks also need to listen customers’ feedback to improve the direction and development of appropriate mobile banking services Second, use of media such as newspapers and radio to promote To make the great influence on customers, banks need to use media such as newspapers, radio., etc to promote mobile banking services professionally There is a fact that, almost all customers not understand what mobile banking services are, how to use them, what benefits they have or how much they are The ambiguity of information makes customers not ready to use this new service At the same time, banks can learn the approach to customers of mobile network providers, and gradually dominate the market and build a brand for BIDV Dong Do branch Besides, bank also needs to look for not only partners to provide services but also retailers to increase advertising networks, dissemination of information and services development Third, improving the banking system's website Website is really an important and effective channel for bank to marketing the products of banks Therefore, commercial banks' websites should be designed for ease of use, full complete, continuously updated, and rich of information, clear terms for client to get information accurately and comprehensively ~ 61 ~ Fourth, organizing interesting promotions Dealing with this attractive promotion, commercial banks can attract clients and participants to learn how to use mobile banking services Fifth, improving the advisory skill for bank staff Satistics shows how bank staff consult to customers influence on their decision whether to get the new services or not Therefore, when a customer opens an account at bank, bank staff must be proactive and enthusiastic with customers 3.2.2 Diversification Mobile banking services The number of products and services of commercial banks in Vietnam compared to other banks in the world is relatively limited That's not to mention the quality of these services The e-banking services is no exception to that fact The modern banking services virtually undeveloped To be able to integrate with the world market and compete with foreign banks entering to Vietnam market, more than ever BIDV Dong Do branch needs to diversify its electronic banking services Currently, banks in general are keen on gaining competitive advantages and attract more customers to use their banking services Therefore, the development trend of mobile banking services are increasingly popular, many banks came out with this services and gradually more complete mobile banking services However, commercial banks in Vietnam has only developed in certain level, the majority of electronic banking services only stop at major inquiry, account transactions, account balance inquiry of accounts, credit cards, bank cards via mobile, via internal web page of the bank or other transaction information on interest rates, exchange rates and payment over the phone some paid services like electricity, water, phone Therefore, to create competitive advantages in this area, the BIDV Dong Do branch should undertake research to provide more utility than the current mobile banking services and develop more new products to diversify products to meet the increasing needs of customers 3.2.3 Development of the system to accept payments via mobile banking To be able to develop mobile banking service that acts as a payment function, bringing benefits to users by providing payment services, rapid transfer via mobile phone customers, BIDV Dong Do branch needs to offer an electronic payment system, which ~ 62 ~ accepts payment using mobile banking When customers find out the benefits of mobile banking to transfer payments, this kind of services will be accepted in many place, and grow To this, BIDV Dong Do branch should cooperate with many service providers, sign a contract to provide bill payment services via the customer's mobile banking system 3.2.4 Strengthen cooperative relationships with mobile network providers The relationship of cooperation between banks and network providers will help banks develop mobile banking services more abundantly, consistently to the needs of users By this way, banks will get benefits in the use of property in the request for the network, utilizing the advantages of wireless coverage of the mobile network operator to use popular as a part of the plan to expand the scope of banking activities Banks will also benefit greatly from the distribution network of the mobile phone network operator, so banks can use this mobile supplier as the agent bank for them 3.2.5 Development of technology safety and security Security issues in electronic payments has long been considered the first vital given consideration when the bank wanted to develop a new type of service Mobile banking is a kind of services which will bring many benefits, convenience, especially in helping the client pay and transfer through mobile quickly Besides that, more security issues should be prioritized for development Only after ensuring the safety of payment systems can ensure sustainable development of this mobile banking services The presence of the core banking system has helped the bank accelerate payment activities, electronic archiving process customers’ data and provided great benefits for the banking system Security problems are growing more to draw attention To enhance security, the bank should increase investment in developing facilities and infrastructure of information technology on banking Banks should increase the learning experience of security in developing countries and mobile banking services in particular and electronic payment services in general Presently, in the banking world, to develop mobile banking services proposed to put forward the idea of the SIM security, security systems will have similar properties with the ATM card Customer's bank card will now be combined always in SIM ~ 63 ~ storage device, this measure is expected to further enhance the security of electronic payment systems via mobile 3.2.6 Solution quality resources Banks should also develop a staff training at a high level especially in the field of technology information Solutions to human resource development that are prerequisites not only help banks develop robust mobile banking services but also develop more innovative new services, build a modern image bank and keep the development of information technology up in the future Doing this requires banks to have policies and satisfactory treatment regime with the staff First, staff training policy Provide training courses at its Training Center to help raise the level of staff It is also necessary to strengthen specialized training courses on e-banking activities to help staff update the latest information, keep up the development of modern technology To make the training continuous and highly efficient, banks should adopt the form of training in an e-learning program to provide convenience in terms of learning time and places of learning with employees Besides internal training courses, banks also should create conditions for employees to join the course by units outside the organization to learn some experiences of organizations and banks The staff will be sent to study in the units they access and explore the modern banking products, updates of new technologies, scientific advances new techniques to quickly apply, promote advances in banking technology and create high competitiveness for banks The bank also needs to support and facilitate investment for employees engaged in long-term courses abroad or courses to raise the level to masters, doctoral or participate in specialized courses Besides the professional skills which are necessary to be able to answer and advise customers seamlessly, employees also need training other needed skills, such as client communication skills, handling management situations skills, negotiating skills to quality customer service better, more professionally Employees who have ~ 64 ~ professional knowledge and good skills will help the bank attract new customers, while preserving its traditional customers Finally, after the staff training and practical work, to hold meetings to test staff knowledge related to the field of E-banking, Mobile banking services should deserve the award for employees with high scores in exams This gives employees the opportunity to review, improve knowledge and banks also have a good chance of discovering and creating development opportunities suitable for potential employees Second, the treatment policy Besides training policy, banks also need treatment policies talent to be able to retain good employees for the long-term bank and attract potential candidates on the labor market To this, a number of measures can be taken are: Construction images, whose own identity in the traditional sense could be called "corporate culture" from which to attract attention, eager of new people, talented people to join, as well as to boost morale of the members working in a long time with the bank Regularly organizing career fairs to attract the participation of students from elite universities Layout, placement and assign work consistent with professional capabilities of each employee who has been studying and research Build your bonus fines, employee evaluation mechanism fairness and objectivity Wage payment policy consistent with the capacity of staff and commensurate with the level of contribution, dedication to the bank's employees Helping employees with clear guidance about careers and career development in their attachment to the bank 3.2.7 Expanding the client system And to promote research, improve customer service First of all, the banks need market research to expand the client system System customers will not just stop at groups of customers with high income, which must be directed to many different customers Especially the group of potential customers such ~ 65 ~ as young adults group (group preferred technology), populations of poor and middle income (the majority of the population) Next, the banks are trying to find, develop new services and bring more benefits to customers In a competitive environment today, banks that are offering new services with the best quality will retain their place in the market, maintain the confidence of customers and attract more new customers to her To ensure quality of services in addition to technological solutions, diversification of products, training of professional staff, a sufficient level of knowledge and good skills, banks also need to make First, the construction standards of customer service Banks should set specific standards living with the customer service staff, room service uniform for all employees of the branches and transaction offices throughout the system to create professionally and characterizing by banks Regular sessions held confidential evaluation of the quality of customer service staff correctly Is there a policy payoff after each evaluation of the program, recommendations and suggestions to improve the quality of customer service better? Second, building customer policy Preferential policies for VIP or customer loyalty that is indispensable to retain the traditional customer bank have therefore accumulated points program for each client transaction to encourage customers to maintain the relationship and cooperation with long-term bank Gaining customers who are thoughtful, quick, monitoring to switch to other services of the bank to find out the cause and encourage customers to keep the relationship with the bank Third, building channels for settling complaints and queries of customers Through email and phone, customers can quickly get answers to questions and complaints Since then, the bank can manage to arise these problems, know the opinions and wishes of the client to make adjustments as appropriate and timely ~ 66 ~ SUMMARY OF CHATER IV From the SWOT model built above, by combining elements of advantages, opportunities, challenges and weaknesses, we can build solutions that help banks develop mobile banking services For example, focus on product promotion to get attention of customers and launching new services Organizing seminars and conferences for customers, use of media such as newspapers and radio to promote, organizing interesting promotions, improving the banking system's website, and improving the advisory skill for bank staff are some suggestions I give to BIDV, Dong Do branch Moreover, mobile banking is quite a new services in Vietnam Therefore, to get the believes of customers, customer services must bet concerned much Treatment policy, as well as customer services policy must be issued to build standard gradually Finally, a weakness of mobile banking system in most Vietnam banks are unsafely, and insecurities A pretigate bank as BIDV, Dong Do ~ 67 ~ branch should invest more capital on mobile banking technology to improve this weakness CHAPTER 5: CONCLUSION AND SOME SUGGESTION FOR FUTURE RESEARCH mobile banking is a relatively new service in Vietnam, but in many countries around the world, mobile banking has proved the superiority of its Vietnamese versus other services, and build the trust of customers We can say that mobile banking is the correct direction of many banks in the future, including BIDV, Dong branch Along with operational experience in the banking sector for many years, staff excellent, prestige, BIDV, Dong branch will succeed in the popularization of mobile banking to consumers However, to this, banks also need to study more about mobile banking and improve service quality Because the fledgling and Lack of time, the many shortcomings of this research Look forward to the contribution of the teachers and friends! This research can be used for reference and further research activities in the future Sincerely, ~ 68 ~ APENDIX TS Phan Thị thu Hà-TS Nguyễn Thị Thu Thảo, “Ngân hàng thương mại -Quản trị Nghiệp vụ ”, NXB Thống kê Peters Rose,Commercial Bank Management Tạp chí đầu tư phát triển Đỗ Văn Hữu (2005), Thúc đẩy phát triển Ngân hàng điện tử Việt Nam, tạp chí tin học ngân hàng ThS Nguyễn Văn Thủy- Học Viện Ngân Hàng : Mobile banking- Thị trường phát triển tiềm Các trang web: - http://www.sbv.gov.vn - www.worldbank.org ~ 69 ~ ... BANKING AT BANK OF INVESTMENT AND DEVELOPMENT- BIDV- DONG DO BRANCH 3.3.1 Performance of mobile banking services at BIDV Dong Do Branch a Fact analysis of business performance at BIDV- Dong Do. .. send it to integrated database at Ocean bank’s Head office 3.2.3 Mobile banking services at BIDV, Dong Do branch BIDV, Dong Do branch has deployed some mobile banking services as below: a Account... Performance of mobile banking services at BIDV Dong Do Branch Table 2.4: Performance of mobile banking services at BIDV Dong Do Branch 2009 data 2010 data relative number of 2682 3020 to 2009 113%