Determinants of customer satisfaction in retail banking sector

MINISTRY OF EDUCATION AND TRAINING UNIVERSITY OF ECONOMICS- HOCHIMINH CITY NGUYỄN THỊ PHƯỢNG KHÁNH MASTER’S THESIS In Finance- Banking Ology Code: 60.31.12 Supervisor Associate Professor Ph.D NGUYỄN MINH KIỀU Ho Chi Minh City -2010 TABLE OF CONTENT LIST OF FIGURES i LIST OF TABLES .ii LIST OF ABBREVIATION .iii ABSTRACT iv CHAPTER : INTRODUCTION 1.1 Rational of the study 1.2 Statement of the problem .2 1.3 Research Objective 1.4 Research question 1.5 Scope and limit of the research 1.6 Research methodology 1.7 The structure of the research CHAPTER : LITERATURE REVIEW 2.1 Vietnam retail banking sector 2.2 Customer satisfaction 2.2.1 Expectation of customer 2.2.2 Definition of customer satisfaction 2.2.3 The importance and benefits of customer satisfaction 10 2.3 Customer Service quality 11 2.3.1 Customer service 11 2.3.2 Service characteristics 12 2.3.3 Service quality definition 12 2.3.4 Gap model of service quality 13 2.3.5 Measuring service quality .14 2.4 Customer satisfaction and service quality in banking sector .16 2.4.1 Customer satisfaction in banking sector .16 2.4.2 Service quality dimensions in banking sector .16 CHAPTER : RESEARCH DESIGN .20 3.1 Research model 20 3.1.1 Proposal of research model 20 3.1.2 Initial hypotheses 20 3.2 Research design 22 3.2.1 Research purpose 22 3.2.2 Research approach 22 3.2.3 Research process 23 3.3 Official research 24 3.3.1 Measurement scale 24 3.3.2 The questionaire design 26 3.3.3 Research sample 26 3.3.4 Sampling .27 3.3.5 Size of sample .27 CHAPTER : DATA ANALYSIS AND FINDINGS .28 4.1 Sample Characteristics .28 4.2 Statistical Results .30 4.2.1 Variables for measuring service quality 30 4.2.2 Variables for customer satisfaction .31 4.3 Data Analysis .32 4.3.1 Reliability evaluation through Cronbach’s Alpha 32 4.3.2 Evaluation the measurement scale by using Exploratory Factor Analysis 34 4.3.2.1 Some rules in EFA test .34 4.3.2.2 EFA for service quality .34 4.3.2.3 EFA for customer satisfaction 38 4.3.3 The adjusted research model .38 4.3.4 Modeling Testing 39 4.3.4.1 Correlation coefficient analysis 39 4.3.4.2 Regression Analysis 40 CHAPTER : CONCLUSIONS AND RECOMMENDATIONS 44 5.1 Conclusions 44 5.2 Recommendations 45 5.3 Research limitation 47 REFERENCE 48 APPENDIX .51 APPENDIX 1: Interview Customers 51 APPENDIX 1: Questionaire 52 APPENDIX 2: Vietnamese questionaire .56 APPENDIX 3: Cronbach's alpha analysis result 60 APPENDIX 4: Factor analysis result 62 LIST OF FIGURES Figure 2.1 : The Benefits of customer satisfaction 11 Figure 2.2 : Model of service quality gaps (Parasuraman at el., 1985) .14 Figure 3.1 : Suggested research model 20 Figure 3.2 : Research process 23 Figure 4.1 : Adjusted research model 38 i LIST OF TABLES Table 2.1 : Quantity of banks from 1991 to 2009 Table 2.2 : Six dimensions of service quality .19 Table 3.1 : Summary of service quality factors and measurement scale 24 Table 3.2 : Overall customer satisfaction and measurement scale 26 Table 4.1 : Sample characteristics 29 Table 4.2 : Descriptive statistics of service quality measurement 30 Table 4.3 : Descriptive statistics of customer satisfaction measurement 31 Table 4.4 : Reliability test of service quality and customer satisfaction .33 Table 4.5 : First EFA analysis result of service quality 35 Table 4.6 : Final EFA analysis result of service quality .37 Table 4.7 : Final EFA analysis result of customer satisfaction .38 Table 4.8 : Pearson correlation matrix 40 Table 4.9 : Model Summaryb .41 Table 4.10 : ANOVAb 41 Table 4.11 : Coefficientsa 42 ii CHAPTER : INTRODUCTION 1.1 Rational of the study Financial institutions, particularly banking plays an important role in economic development of almost countries in the world and Vietnam is not an exception Vietnam banking industry has gained a significant growth in recent years a long with the socioeconomic development Many banks have been established or extended their range of activity by setting branches in nationwide and offered new services toward customer’s need Retail banking in Vietnam is one of the sectors getting more attractive from domestic banks or even foreign banks with the potential market has not been exploited full enough so far A lot of people among 86 million Vietnamese people have demands for retail banking services which are going up following the increasing income and the growth of the country in recent years especially after Vietnam became a member of WTO This is the chance as well as the challenge period for bankers in Vietnam to attract the new customers and retain the existing one The more customers banks have, the more profits they get Satisfying customers is the priority target in order to get the success of a firm Customer satisfaction is one of the key factors in today’s highly competitive business world and is the most important factor for bankers to keep their current customers as well as appeal the new one In addition, retail banking industry is facing a stressful competition among domestic banks and foreign banks as the globalization and world integration Therefore, banks should pay more attention to customer satisfaction to survive and grow 1.2 Statement of the problem Domestic banks have recognized the important to develop retail banking services for some time now They have invested in core banking software, applied new technology, established more branches, provided new services to get more customers In modern competitive environment, however, the increasing of distribution channels set up from all banks, the products in this market are slightly different and the new services provided are matched very quickly by competitors make banks in difficulty to create the differentiation Customer satisfaction is one of the main tools for banks to make and get competitive advantage In general, when customer is satisfied with provided services, the probability to use this service again is increased and will lead to the positive advertising through mouth advertising from this customer to others And vice versa, the unsatisfied customer usually switches to use another brand and give out the negative mouth advertising There are many factors impact on customer satisfaction Customer satisfaction is influenced by main factors such as price, product quality, service quality, personal factor, situational factor, diversification and the unique of products According to Lewis (1993), service quality is one of the effective means in building a competitive position in service industry Service quality is an imperative element impact on customer satisfaction in banking industry Thus, bank management tends to differentiate their products from competitors through service quality This study examines determinants on customer satisfaction with focus on service quality dimensions of retail banking services in Vietnam commercial banks in Ho Chi Minh City where is the center of developing economy, society and education in South Vietnam with a large number of population, almost banks and their branches 1.3 Research Objective The aims of this study as following: - To identify main factors of customer’s perception on customer service quality in Vietnam retail banking sector - To measure the effects of these key factors on the overall customer satisfaction in Vietnam retail banking sector - To recommend some solutions to increase customer satisfaction 1.4 Research question The study is set to answer following questions: - What are the key factors of customer’s perception on service quality of retail banking services in Vietnam commercial banks? - How can these factors influence on customer satisfaction? - What the recommendations should be needed to improve customer satisfaction in Vietnam commercial banks? 1.5 Scope and limit of the research Due to the limited time, this research is conducted to the individual customers who are now living in Ho Chi Minh City and using retail banking services of seven Vietnam commercial banks in Ho Chi Minh City only The conclusions will be derived from this research are limited to Vietnam commercial banks and will be based on the information of this result 1.6 Research methodology Secondary data Data was collected from annual Vietnam commercial banks reports, from internet, involved books and previous related research Primary data Qualitative research: This step is researching by in-depth interviews with customers in order to discover and adjust the service quality dimensions Thirty (30) customers are using retail banking services at commercial banks were interviewed directly through questions relating to which factors influence on their satisfaction when they use retail banking services at banks and which factors made them feel dissatisfaction Almost their opinions concentrate on factors including: tangibles, service quality (showing through employee’s attitude, employee’s willing to help customers), reliability (showing through employee’s ability to serve customers, provide exactly information and services as set time), empathy, technology, waiting time, interest rate and transaction cost The result of this research is used for designing the questionnaire used for official study Quantitative research: This step is researching by delivering questionnaire to individual customers of seven commercial banks in Ho Chi Minh City directly, via email and internet The collected data is used for analyzing the level of customer satisfaction through statistical software SPSS version 16.0 1.7 The structure of the research This research includes five chapters: Chapter 1: Introduction This introduction gives an overall view of the research includes the rational of the research, statement of the problem, research objectives, research questions, scope and limit of the research and research methodology Chapter 2: Literature review This chapter gives a brief introduction about Vietnam retail banking industry and general view of theories related to customer satisfaction, five gaps of service quality, service quality and some results of previous studies about dimensions of service quality in banking sector Chapter 3: Research Design This chapter develops the research model and hypotheses In addition to, we focus on research process and methodology for data analysis Chapter 4: Data analysis and findings This chapter illustrates the process of data analysis and shows the result of this research from that we can explore the result and discussion Chapter 5: Conclusions and recommendations This chapter summarizes the most important findings, provides recommendations on how to improve customer satisfaction on retail banking services of Vietnam commercial banks Lastly, we show the limit of this research and suggest for the further research Pattern Matrixa Factor Emp.14 873 Emp.15 853 Emp.16 671 Emp.17 466 Ass.13 444 395 Sor.23 Ass.11 349 259 227 230 607 Ass.10 351 586 Res.9 303 580 Res.8 245 578 Rel.3 547 Rel.2 513 404 249 223 508 Tan.20 842 Tan.22 669 Tan.21 626 Tan.19 420 Res.6 786 Rel.1 Res.7 -.230 646 Rel.5 Ass.12 227 263 502 457 Extraction Method: Principal Axis Factoring Rotation Method: Promax with Kaiser Normalization a Rotation converged in iterations c Step KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy Bartlett's Test of Sphericity Approx Chi-Square 905 1396.621 df 190 Sig .000 65 Total Variance Explained Initial Eigenvalues Factor Total % of Variance Extraction Sums of Squared Loadings Cumulative % 8.467 2.041 1.128 42.335 10.204 5.638 42.335 52.539 58.178 981 4.904 63.081 907 4.535 67.616 798 3.990 71.607 741 3.705 75.311 654 3.269 78.580 561 2.807 81.387 10 496 2.481 83.868 11 486 2.431 86.299 12 425 2.124 88.423 13 413 2.064 90.487 14 386 1.932 92.418 15 352 1.762 94.180 16 299 1.494 95.675 17 258 1.290 96.965 18 230 1.152 98.117 19 212 1.060 99.177 20 165 823 100.000 Total 8.002 1.575 663 % of Variance 40.012 7.877 3.314 Cumulative % 40.012 47.889 51.203 Extraction Method: Principal Axis Factoring a When factors are correlated, sums of squared loadings cannot be added to obtain a total variance 66 Rotation Sums of Squared Loadingsa Total 6.804 6.707 3.882 Pattern Matrixa Factor Emp.14 942 Emp.15 878 Emp.16 704 Ass.13 611 Ass.12 590 Ass.10 546 Emp.17 496 Res.9 466 376 259 435 Rel.5 789 Ass.11 639 Res.8 386 553 Rel.3 527 Res.6 481 Rel.1 452 Rel.2 249 418 Res.7 286 394 346 Tan.20 853 Tan.22 610 Tan.21 240 596 Tan.19 229 415 Extraction Method: Principal Axis Factoring Rotation Method: Promax with Kaiser Normalization a Rotation converged in iterations d Step KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy Bartlett's Test of Sphericity Approx Chi-Square 899 1306.820 df 171 Sig .000 67 Total Variance Explained Initial Eigenvalues Factor Total % of Variance Extraction Sums of Squared Loadings Cumulative % 7.992 2.041 1.121 42.065 10.741 5.901 42.065 52.806 58.707 935 4.921 63.627 906 4.768 68.396 763 4.014 72.410 741 3.898 76.308 652 3.433 79.741 522 2.748 82.489 10 496 2.611 85.100 11 461 2.424 87.525 12 425 2.234 89.759 13 387 2.035 91.794 14 377 1.984 93.778 15 303 1.594 95.372 16 258 1.359 96.731 17 232 1.222 97.953 18 221 1.161 99.114 19 168 886 100.000 Total 7.532 1.574 660 % of Variance 39.644 8.285 3.471 Cumulative % 39.644 47.929 51.400 Extraction Method: Principal Axis Factoring a When factors are correlated, sums of squared loadings cannot be added to obtain a total variance 68 Rotation Sums of Squared Loadingsa Total 6.380 6.218 3.757 Pattern Matrixa Factor Emp.14 934 Emp.15 876 Emp.16 700 Ass.13 592 Ass.12 569 224 Ass.10 531 393 Emp.17 496 Res.9 454 263 448 Rel.5 775 Ass.11 642 Res.8 380 553 Rel.3 528 Res.6 420 Rel.2 242 Rel.1 226 417 403 371 Tan.20 848 Tan.22 611 Tan.21 235 607 Tan.19 226 426 Extraction Method: Principal Axis Factoring Rotation Method: Promax with Kaiser Normalization a Rotation converged in iterations e Step KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy Bartlett's Test of Sphericity Approx Chi-Square 895 1236.415 df 153 Sig .000 69 Total Variance Explained Initial Eigenvalues Factor Total % of Variance Extraction Sums of Squared Loadings Cumulative % 7.685 1.933 1.116 42.695 10.737 6.200 42.695 53.431 59.632 917 5.096 64.727 872 4.845 69.572 746 4.142 73.714 701 3.893 77.608 622 3.456 81.064 508 2.821 83.885 10 466 2.588 86.473 11 434 2.413 88.886 12 421 2.337 91.223 13 379 2.105 93.328 14 309 1.719 95.047 15 261 1.447 96.494 16 238 1.324 97.818 17 223 1.241 99.059 18 169 941 100.000 Total 7.233 1.482 658 % of Variance 40.183 8.235 3.653 Cumulative % 40.183 48.418 52.071 Extraction Method: Principal Axis Factoring a When factors are correlated, sums of squared loadings cannot be added to obtain a total variance 70 Rotation Sums of Squared Loadingsa Total 6.159 6.098 3.335 Pattern Matrixa Factor Emp.14 910 Emp.15 891 Emp.16 724 Ass.13 540 227 Ass.12 510 280 Emp.17 497 Ass.10 480 248 437 Rel.5 773 Ass.11 671 Res.8 328 Rel.3 Res.9 590 572 404 490 Rel.2 456 Res.6 386 Tan.20 212 873 Tan.21 245 Tan.22 602 590 Tan.19 246 425 Extraction Method: Principal Axis Factoring Rotation Method: Promax with Kaiser Normalization a Rotation converged in iterations f Step KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy Bartlett's Test of Sphericity Approx Chi-Square 897 1168.290 df 136 Sig .000 71 Total Variance Explained Initial Eigenvalues Factor Total % of Variance Extraction Sums of Squared Loadings Cumulative % 7.375 1.906 1.108 43.382 11.210 6.517 43.382 54.592 61.109 902 5.304 66.413 808 4.754 71.167 746 4.386 75.553 629 3.699 79.252 520 3.059 82.311 471 2.771 85.082 10 462 2.719 87.800 11 423 2.487 90.287 12 385 2.267 92.554 13 328 1.932 94.486 14 282 1.660 96.147 15 260 1.532 97.679 16 224 1.315 98.994 17 171 1.006 100.000 Total 6.933 1.462 648 % of Variance 40.782 8.601 3.810 Cumulative % 40.782 49.383 53.193 Extraction Method: Principal Axis Factoring a When factors are correlated, sums of squared loadings cannot be added to obtain a total variance 72 Rotation Sums of Squared Loadingsa Total 5.838 5.927 3.168 Pattern Matrixa Factor Emp.14 909 Emp.15 876 Emp.16 708 Emp.17 493 Ass.13 490 286 Ass.12 448 347 241 Rel.5 717 Ass.11 684 Res.8 294 Rel.3 Res.9 596 344 Rel.2 Ass.10 605 203 545 505 413 503 Tan.20 880 Tan.21 231 Tan.22 615 588 Tan.19 226 427 Extraction Method: Principal Axis Factoring Rotation Method: Promax with Kaiser Normalization a Rotation converged in iterations g Step KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy Bartlett's Test of Sphericity Approx Chi-Square 896 1112.022 df 120 Sig .000 Total Variance Explained 73 Initial Eigenvalues Factor Total % of Variance Extraction Sums of Squared Loadings Cumulative % 7.138 1.780 1.108 44.613 11.126 6.924 44.613 55.739 62.663 847 5.296 67.959 808 5.048 73.007 727 4.543 77.550 526 3.285 80.836 482 3.012 83.848 471 2.944 86.792 10 425 2.653 89.445 11 388 2.425 91.870 12 341 2.134 94.004 13 287 1.792 95.796 14 263 1.645 97.441 15 236 1.473 98.914 16 174 1.086 100.000 Total 6.704 1.340 641 % of Variance 41.902 8.377 4.006 Cumulative % 41.902 50.279 54.284 Extraction Method: Principal Axis Factoring a When factors are correlated, sums of squared loadings cannot be added to obtain a total variance Pattern Matrixa Factor Emp.14 909 Emp.15 876 Emp.16 699 Emp.17 498 Ass.13 481 293 Ass.12 432 357 209 Rel.5 726 Ass.11 694 Res.8 277 Rel.3 622 609 Res.9 329 562 Ass.10 387 525 Rel.2 509 Tan.20 Tan.21 808 238 Tan.22 648 599 Extraction Method: Principal Axis Factoring Rotation Method: Promax with Kaiser Normalization a Rotation converged in iterations 74 Rotation Sums of Squared Loadingsa Total 5.699 5.801 2.660 h Step KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy Bartlett's Test of Sphericity Approx Chi-Square 888 1018.685 df 105 Sig .000 Total Variance Explained Factor Total Initial Eigenvalues Extraction Sums of Squared Loadings % of Variance Total Cumulative % 6.717 1.713 1.107 44.783 11.417 7.383 44.783 56.200 63.583 823 5.485 69.067 799 5.326 74.393 620 4.137 78.529 525 3.503 82.032 477 3.181 85.213 437 2.913 88.126 10 415 2.767 90.893 11 345 2.299 93.192 12 326 2.173 95.366 13 282 1.880 97.246 14 239 1.596 98.842 15 174 1.158 100.000 6.289 1.284 643 % of Variance Cumulative % 41.927 8.561 4.286 41.927 50.487 54.773 Extraction Method: Principal Axis Factoring a When factors are correlated, sums of squared loadings cannot be added to obtain a total variance Pattern Matrixa 75 Rotation Sums of Squared Loadingsa Total 5.262 5.500 2.736 Factor Emp.14 902 Emp.15 893 Emp.16 687 Emp.17 480 Ass.13 466 205 296 Rel.5 741 Ass.11 684 Res.8 263 Rel.3 650 646 Res.9 317 593 Ass.10 364 529 Rel.2 521 Tan.20 789 Tan.21 207 Tan.22 675 617 Extraction Method: Principal Axis Factoring Rotation Method: Promax with Kaiser Normalization a Rotation converged in iterations i Step KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy Bartlett's Test of Sphericity Approx Chi-Square 877 917.522 df 91 Sig .000 76 Total Variance Explained Initial Eigenvalues Factor Total Extraction Sums of Squared Loadings % of Variance Cumulative % 6.187 1.702 1.105 44.190 12.160 7.893 44.190 56.350 64.242 815 5.820 70.062 758 5.411 75.474 619 4.420 79.894 510 3.640 83.534 461 3.292 86.825 418 2.986 89.812 10 374 2.673 92.485 11 337 2.410 94.894 12 289 2.063 96.957 13 243 1.733 98.690 14 183 1.310 100.000 Total 5.760 1.275 639 % of Variance 41.142 9.108 4.566 Cumulative % 41.142 50.250 54.815 Extraction Method: Principal Axis Factoring a When factors are correlated, sums of squared loadings cannot be added to obtain a total variance Pattern Matrixa Factor Emp.15 886 Emp.14 859 Emp.16 669 Emp.17 498 212 Rel.5 739 Ass.11 682 Res.8 261 Rel.3 653 641 Res.9 323 592 Ass.10 370 529 Rel.2 516 Tan.20 792 Tan.21 211 Tan.22 671 614 Extraction Method: Principal Axis Factoring Rotation Method: Promax with Kaiser Normalization a Rotation converged in iterations j Step 10 77 Rotation Sums of Squared Loadingsa Total 4.707 5.055 2.595 KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy Bartlett's Test of Sphericity Approx Chi-Square 870 852.265 df 78 Sig .000 Total Variance Explained Initial Eigenvalues Factor Total % of Variance Extraction Sums of Squared Loadings Cumulative % 5.826 1.702 1.049 44.813 13.094 8.069 44.813 57.907 65.976 813 6.253 72.229 681 5.239 77.468 583 4.483 81.952 461 3.545 85.497 428 3.290 88.788 375 2.887 91.675 10 338 2.597 94.271 11 299 2.299 96.571 12 262 2.015 98.586 13 184 1.414 100.000 Total 5.411 1.269 606 % of Variance Cumulative % 41.627 9.758 4.665 Extraction Method: Principal Axis Factoring a When factors are correlated, sums of squared loadings cannot be added to obtain a total variance Pattern Matrixa Factor Rel.5 728 Res.8 682 Rel.3 667 Res.9 657 Ass.11 650 Ass.10 597 Rel.2 522 Emp.15 905 Emp.14 792 Emp.16 688 Tan.20 750 Tan.21 704 Tan.22 624 Extraction Method: Principal Axis Factoring Rotation Method: Promax with Kaiser Normalization a Rotation converged in iterations 78 41.627 51.385 56.050 Rotation Sums of Squared Loadingsa Total 4.888 4.197 2.462 Factor analysis result of satisfaction KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy Bartlett's Test of Sphericity Approx Chi-Square 727 193.225 df Sig .000 Total Variance Explained Initial Eigenvalues Factor Total % of Variance Extraction Sums of Squared Loadings Cumulative % Total 2.371 79.042 79.042 371 12.382 91.424 257 8.576 100.000 Extraction Method: Principal Axis Factoring Factor Matrixa Factor Gen.25 Gen.24 Gen.26 898 802 786 Extraction Method: Principal Axis Factoring a factors extracted 11 iterations required 79 2.067 % of Variance 68.891 Cumulative % 68.891