Determinants of customer loyaty in eatail banking : An empirical study in Vietnam

UNIVERSITY OF ECONOMICS HO CHI MINH CITY INTERNATIONAL SCHOOL OF BUSINESS - PHAM THI PHUONG THAO DETERMINANTS OF CUSTOMER LOYALTY IN RETAIL BANKING: AN EMPIRICAL STUDY IN VIETNAM MASTER OF BUSINESS SUPERVISORS: DR TRAN HA MINH QUAN Ho Chi Minh City – Year 2014 ACKNOWLEDGEMENT Firstly, I offer my sincerest gratitude to all lecturers and staffs that supported and passionately conveyed useful knowledge to students of MBUS 2011 program Secondly, I offer my special gratitude to my supervisor, Dr Tran Ha Minh Quan, who has guided me to fulfill my thesis with his patience and knowledge Thirdly, I would like to express appreciations to my friends who support me in discussing initial questionnaire and sending the final ones to survey target Finally yet importantly, I would like to thank my family for their profound supporting, love and caring about me throughout my studies Pham Thi Phuong Thao 2014, November Page | i ABSTRACT Loyal customers are considered as an important source of business profit and a free channel of advertisement Although companies can boost their profit more than 85% by reducing customer defection rate by just 5%, the fact is that most of businesses lose from 15% to 20% of customers each year (Reichheld and Sasser, 1990) This study aims to define some determinants of customer loyalty in Vietnam retail banking, including Brand Awareness, Convenience, Service Personnel, Satisfaction, Social Influence and Switching Costs The survey was conducted in Ho Chi Minh City The result showed that all six factors have a positive influence on the loyalty in Vietnam retail banking In which, the influence from Brand Awareness, Satisfaction and Switching Costs was stronger than others The least impact was caused by Social Influence and Convenience Keywords: Loyalty, Retail banking, Vietnam Page | ii TABLE OF CONTENTS ACKNOWLEDGEMENT i ABSTRACT ii TABLE OF CONTENTS iii LIST OF TABLES iv LIST OF FIGURES v CHAPTER 1: INTRODUCTION 1.1 Introduction 1.2 Research background 1.3 Research gap 1.3 Research objective 1.4 Research Scope and Research Contribution 1.5 Research structure CHAPTER 2: LITERATURE REVIEW 10 2.1 Retail Banking 10 2.2 Customer Loyalty 10 2.2.1 Definition of Customer Loyalty 11 2.2.2 Determinants of Customer Loyalty 12 2.3 Brand Awareness 14 2.4 Convenience 15 2.5 Service Personnel 16 2.6 Customer Satisfaction 17 2.7 Social Influence 18 2.8 Switching Costs 19 2.9 Research Model 20 CHAPTER 3: RESEARCH METHODOLOGY 22 3.1 Research Design 22 3.2 Sampling 24 3.3 Questionnaire Design 26 3.4 Data Collection Result 29 Page | iii 3.5 Data Analysis Method 30 CHAPTER 4: DATA ANALYSIS 31 4.1 Descriptive Analysis 31 4.2 Reliability Test 33 4.3 Exploratory Factor Analysis (EFA) 35 4.3.1 EFA for Independent variables 36 4.3.2 EFA for Dependent variables 38 4.4 Correlation Matrix 40 4.5 Regression Assumption Tests 41 4.5.1 Assumption Test 41 4.5.2 Assumption Test 41 4.5.3 Assumption Test 42 4.6 Regression Analysis 42 CHAPTER 5: CONCLUSION AND DISCUSSION 50 5.1 Discussion 50 5.2 Managerial Implications 52 5.3 Limitations and further research 55 5.4 Conclusion 56 REFERENCE 57 APPENDICES 66 APPENDIX A - VIETNAM BACKGROUND 66 APPENDIX B - IN-DEPTH INTERVIEW 68 APPENDIX C - QUESTIONNAIRE IN ENGLISH VERSION 71 APPENDIX D - QUESTIONNAIRE IN VIETNAMESE VERSION 73 APPENDIX E – RESEARCH RESULTS 75 LIST OF TABLES Table – Distribution System of Vietnam banks 2013 67 Table – Distribution of Vietnam banking Infrastructure in 2013 68 Table - Construction of Measurement scale 27 Page | iv Table – Source of questionaire collection 30 Table – Demographic Information 31 Table – Reliability test result 34 Table – KMO and Bartlett's Test 36 Table – Rotated Component Matrixa 37 Table 10 – KMO and Bartlett's Test 39 Table 11 – Total Variance Explained 39 Table 12 – Component Matrixa 39 Table 13 – Correlations Matrix 40 Table 14 – Model Summaryb 43 Table 15 – ANOVAa 43 Table 16 – Coefficientsa 44 Table 17 – Hypotheses results 44 LIST OF FIGURES Figure 1– Vietnam GDP per capita (USD) 66 Figure – GNI per capita (USD) 66 Figure – The rate of people (>15 years old) using debit card and credit card in 2011 67 Figure – Research Model 21 Figure – Research Process 23 Figure – Scatterplot 75 Figure – Histogram 76 Page | v CHAPTER 1: INTRODUCTION 1.1 Introduction Customer Loyalty is always an attractive topic in marketing Long-term customers are not only the vital source of profit but also a free channel of advertisement for business Cultivating loyal customers can lead to increased sales and customer share, lower costs, and higher prices (Zeithaml et al., 1996) Reichheld and Sasser (1990) reveal the surprising statistical number that companies can boost their profit more than 85% by reducing customer defection rate by just 5% However, the fact is that most of businesses lose from 15% to 20% of customers each year (Reichheld and Sasser, 1990) This explains for the reason why there are a number of economists as well as marketers all over the world research on customer loyalty In Vietnam, an emerging economy, marketing is still underdeveloped in comparison to the US, European and even some Asian countries (Khuat, 2012) Most of business, therefore, has not put a deep focus on loyalty and its important role to their business performance yet Vietnam has experienced a period of economic crisis for recent years Although the influence from the recession is not too serious as in some strong countries, most of business in Vietnam had to go bankruptcy and a large amount of bank debts could not be collected (The Financeplus, 2009; Le, 2014) Some small banks had to merge to the stronger ones for survival Many bank branches and transaction offices had to be closed or merged to others to cut off cost because of inefficient operation (The Vietinbank Network, 2014) The new trend for Vietnam banking therefore has opened This is retail banking, which aims to individual customers with small value on each transaction but a large amount of deals and customers However, the development of Vietnamese retail banking performance has been still not corresponding with the potential market of over Page | ninety million residents (The VPBS Report, 2014) Many banks, especially state-own ones, still ignore loyal individual customers who have a long time in good relationship with the banks in order to set a new relationship with big enterprises instead (Nguyen, 2014) Indeliberately, banks not create a good conditions for long-term customers to be loyal with them Hence, this study focuses on some determinants influencing on the loyalty of individual customers in Vietnam banks This study could be a reference for banks to be more concerned on retail banking 1.2 Research background Vietnamese retail banking is evaluated as an emerging market that is still full of potential (The VPBS Report, 2014; Keith Pogson, as cited in Thanh Thanh Lan, 2014) but the level of customer loyalty is low These features are demonstrated in the following analyses According to The World Bank Data (2013), Vietnam population was about 90million people at the end of the year 2013 Fifty percent of this number was in the labor force However, only 20% of Vietnam population has banking accounts (The VPBS Report, 2014) The rest 80% creates a potential market for retail banking in Vietnam In addition, the development of Vietnam economy in recent decades leads to a significant increase in the numbers of the Gross Domestic Product (GDP) per capita and the Gross National Income (GNI) per capita The Figure and reveal that the average income and the standard of living of Vietnamese people rise over the years One of cultural feature of Asian countries is accumulating Therefore, people have a tendency to allocate more budgets into saving items when they earn more money As a result, the demand of using financial service increases This contributes to create a potential market for retail banking in Vietnam Page | However, the number of Vietnamese people using banking service still accounts for a low rate Although there was a significant increase in market penetration rate of Vietnam banking, which was from 6% in 2006 to 21% in 2011; this rate was still modest in comparison to the number 55% held by the Pacific region (The VPBS Report, 2014) The VPBS Report 2014 shows that the rates of over-15-year-old people using debit card and credit card in Vietnam are lower than some developed Asian countries As can be seen from the Figure (Apendix A), Thailand is the country, which has the highest rate of over-15-year-old people using debit card (43%), followed by China (41%), Singapore (29%) and Philippines (23%), while that is only 15% in Vietnam The rate of over-15-year-old people using credit card in Vietnam is just 1%, holding the lowest rank among countries One more reason for the high potentiality of Vietnam retail banking is the unequal distribution in banking system between urban area and rural area The table (see Apendix A) shows clearly that up to 30% branches and transation offices of State Owning Commercial Banks, Foreign Banks and over 50% that of Commercial Banks gather in only four big cities; namely Hanoi, Ho Chi Minh City, Danang City and Can Tho City While the remainder spread over 59 provinces and cities from the North to the South of Vietnam The Table (see Apendix A) illustrates the distribution of infrastruture in Vietnam banking system in 2013 The figures show that Hanoi and Ho Chi Minh City have high density of transaction offices, which nearly 50 times higher than the average density of the whole country Due to a great number of transaction offices in these two cities, the average number of customers served in each transaction office is 30% lower than the average of the whole Vietnam Similarly, the number of customers using an ATM or POS is also approximately from 30% to 40% lower than the average number of the whole country This proves that service quality in the Page | large cities is better than the average level in the whole country There is aparently unequal development in retail banking service quality among regions, leading to opportunities to recruit the potentiality in far distance areas Relating to the elastic level of customer loyalty in Vietnam banking, it is claimed that there are too many banks in Vietnam (around 49 banks) offering the same service for customer to select while there are only to large banks for options in Australia and Japan (Keith Pogson, Douglas J Hamilton; according to Thanh Thanh Lan, 2014) In addition, marketing, especially bank marketing, in Vietnam are still under developed compared with other neighbor countries; while banking belongs to intangible service Therefore, customers are confused among so many bank brands that they even could not remember and recognize The VPBS Report (2014) shows that Agribank, one of the four biggest banks in Vietnam, lost 1.91% its market share during the period of 2010 and 2013 Besides this, low service quality from personnel may lead to customer defection The lack of professional experience of staff in some banks, for instance, led to unexpected service quality (Le Chi, 2013; The Infonet, 2013) Interviewing some customers in well-known banks around Ho Chi Minh City about service quality from banking staffs reveals some inadequacies Firstly, customers have to wait for a long time, even over one hour in rush days, to be served because the number of customers is overload for bank tellers Secondly, bank staffs seem to have no time to introduce new promotional program or listen to customers for cross-selling Thirdly, due to working stress and crowded customers, bank tellers sometimes interact with customers in an unhappy attitude Bank managers just focus on promulgating policies and launching marketing strategies but ignore to observing their staff in conducting process Failure in solving customer dissatisfaction in the current era of information technology leads to a mass of loss for 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A student perspective Journal of Marketing Management, (11), 133-149 Ying, L.C and Chua, A (1989), Customer Bank Selection: Bank Marketing Implication, Malaysian Management Review, 24 (3), 55-67 Zeithaml, V A., Berry, L L., & Parasuraman, A (1996) The behavioral consequences of service quality the Journal of Marketing, 31-46 Page | 65 APPENDICES APPENDIX A - VIETNAM BACKGROUND Figure 1– Vietnam GDP per capita (USD) Source: The World Bank Data, 2013 Figure – GNI per capita (USD) Source: The World Bank Data, 2013 Page | 66 Figure – The rate of people (>15 years old) using debit card and credit card in 2011 Source: The VPBS Report (2014) Table – Distribution System of Vietnam banks 2013 Location Hanoi Ho Chi Minh City Danang City State Owning Commercial Banks Commercial Banks Foreign Banks 692 892 25 495 1,248 30 84 179 Can Tho City Page | 67 Others Total 54 137 3,149 1,808 27 4,474 4,241 92 Source: The State Bank of Vietnam Report, according to the VPBS Report (2014) Table – Distribution of Vietnam banking Infrastructure in 2013 Distribution and Infrastructure Ho Chi Minh City Hanoi Vietnam Density of branches/transaction offices per Km2 1.00 0.63 0.02 Average number of customers/ transaction office 3,554 3,211 12,418 Average number of customers per ATM 2,010 2,674 6,367 420 450 1,048 Average number of customers per POS Source: The State Bank of Vietnam Report, according to the VPBS Report (2014) APPENDIX B - Interviewees IN-DEPTH INTERVIEW Initial measurement scale Comments Final measurement scale Brand Awareness Nguyen Tan Loc, 28 years I know clearly the bank I like The interviewees I know clearly my bank suggested to Page | 68 old, Architect; When talking about Nguyen Thi My banking, I will remember Nuong, 26 years the bank I like old, Logistic I can recognize the bank I Staff like among other banks replace "the bank I like" by "my bank" for clearer designation When talking about banking, I will remember my bank I can recognize my bank among other banks I can distinguish the bank I like from other banks I can distinguish my bank from other banks Characteristics of the bank I like could come to me quickly Characteristics of my bank could come to me quickly Convenience This bank has convenient location All interviewees This bank has convenient location understood the scale meaning This bank has many ATMs This bank has many ATMs This bank has convenient hours This bank has convenient hours Service Personnel Employees understand my All interviewees Employees understand my specific needs understood the specific needs scale meaning Nguyen Hoang Employees are always All interviewees Employees are always willing to Huong Giang, willing to help understood the help me 32 years old, scale meaning Employees tell exactly when Logistic Staff; However, they Employees tell me exactly when a a service can be provided Nguyen Thi My suggested to add service can be provided Nuong, 26 years Behavior of employees the objective to Behavior of employees instills old, Logistic make the instills confidence confidence to me Staff statement clearer Employees give prompt Employees give me prompt service service Customer Satisfaction My choice to avail this bank All interviewees My choice to avail this bank Page | 69 service is a wise one understood the scale meaning service is a wise one I did the right thing when I chose this bank for its services I did the right thing when I chose this bank for its services Services of this bank are exactly same what I need Services of this bank are exactly same what I need Social Influence Pham Phuong Chi, 24 years old, Pharmaceutical Representative I often consult other people to help choose the best alternative available from a product class All interviewees agreed to appoint definitely banking service I frequently gather insteads of the information from other word "products" people about a product to avoid before I buy respondents' I often observe what others confuse are buying and using I often consult other people to help choose the best banking service from various banks I frequently gather information from other people about the banking service I intend to use I often observe what banking service others are using Switching costs Nguyen Hoang To change to another bank Huong Giang, involves investing time in searching for information 32 years old, Logistic Staff about other banks Nguyen Thi My Nuong, 26 years To change to another bank involves much effort in old, Logistic deciding which other bank Staff to use The interviewees To change to another bank suggested to add requires me to invest time in the objective to searching for information about help the other banks respondents To change to another bank perceive the switching cost involves me much effort in deciding which other bank to use clearer To change to another bank All interviewees involves a risk in choosing understood the another bank which might scale meaning turn out not to satisfy me To change to another bank involves a risk in choosing another bank which might turn out not to satisfy me Customer Loyalty I not like to change to All interviewees I not like to change to another Page | 70 another bank because I value the selected bank understood the scale meaning bank because I value the selected bank I am a customer loyal to my bank I am a customer loyal to my bank I would always recommend my bank to someone who seeks my advice I would always recommend my bank to someone who seeks my advice APPENDIX C - QUESTIONNAIRE IN ENGLISH VERSION Dear Sir/Madam, I am Pham Thi Phuong Thao, a student of the Master of Business Program, University of Economics Ho Chi Minh City I am doing a research on "Determinants of customer loyalty in Vietnam retail banking" For this purpose, I kindly request you to complete this survey Your points of view is very helpful for us to research and help to improve Vietnam banking service in the future Your personal information will be kept confidentially If you have concerns or questions about this study, please contact me with email address: thaochi_9087@yahoo.com.vn, or phone number 0987088978 Neutral Agree Strongly agree Survey questionnaire Disagree No Strongly disagree I Survey: The survey includes pages Please choose one bank that you frequently perform transactions to assess and mark X in the box to show the level of agreement with each survey question Vietinbank Vietcombank BIDV Agribank HSBC ANZ VIB EAB ACB Eximbank Techcombank Others: ………………… You are currently using the service at this bank: Current accounts Savings accounts Loans Domestic remittance Overseas remittance Inward remittance from overseas Cards Others:…………………… I know clearly my bank When talking about banking, I will remember my bank I can recognize my bank among other Page | 71 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 banks I can distinguish my bank from other banks Characteristics of my bank could come to me quickly This bank has convenient location This bank has many ATMs This bank has convenient hours Employees understand my specific needs Employees are always willing to help me Employees tell me exactly when a service can be provided Behavior of employees instills confidence to me Employees give me prompt service My choice to avail this bank service is a wise one I did the right thing when I chose this bank for its services Services of this bank are exactly same what I need I often consult other people to help choose the best banking service from various banks I frequently gather information from other people about the banking service I intend to use I often observe what banking service others are using To change to another bank requires me to invest time in searching for information about other banks To change to another bank involves me much effort in deciding which other bank to use To change to another bank involves a risk in choosing another bank which might turn out not to satisfy me I not like to change to another bank because I value the selected bank I am a customer loyal to my bank I would always recommend my bank to someone who seeks my advice II General information: Page | 72 Sex: Male Female Carreer: Student Worker Marital status: Married Single Age: Your monthly income: 18-24 years old > 60 years old Office staff 25-45 years old Business Person Others 46-60 years old 20million VND Thank you for your contribution APPENDIX D - QUESTIONNAIRE IN VIETNAMESE VERSION Xin chào Anh/ Chị, Tôi tên Phạm Thị Phương Thảo, ñang học viên cao học chương trình đào tạo thạc sĩ Kinh Doanh thuộc trường ðại Học Kinh Tế Tp Hồ Chí Minh Tơi thực nghiên cứu “Những nhân tố ảnh hưởng đến lịng trung thành khách hàng dịch vụ ngân hàng bán lẻ Việt Nam” Rất mong Anh/Chị dành khoảng 10 phút ñể thực bảng khảo sát Tất quan ñiểm anh chị đóng góp hữu ích cho chúng tơi thực nghiên cứu giúp ích cho phát triển chất lượng dịch vụ ngân hàng Việt Nam tương lai Thông tin cá nhân Anh/ Chị giữ bí mật hồn tồn Trong q trình thực phiếu khảo sát này, Anh/Chị có thắc mắc nào, xin vui lịng liên lạc với tơi thơng qua địa email: thaochi_9087@yahoo.com.vn số ñiện thoại 0987088978 I Khảo sát: Phiếu khảo sát gồm trang Anh/ chị vui lòng chọn ngân hàng mà Anh/Chị thường xuyên giao dịch ñể thực đánh giá đánh dấu X vào vng thể mức độ đồng tình với câu khảo sát Vietinbank Vietcombank BIDV Agribank HSBC ANZ VIB ðông Á ACB Eximbank Techcombank Khác: ………………… Anh/ chị ñang sử dụng dịch vụ ngân hàng này: Tiền gửi toán Tiền gửi tiết kiệm Tiền vay Chuyển tiền nước Chuyển tiền nước Nhận kiều hối Thẻ Dịch vụ khác:…………………… Page | 73 STT 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 Câu hỏi khảo sát Tôi biết rõ ngân hàng tơi Khi nói đến ngân hàng, tơi nghĩ đến ngân hàng tơi Tơi dễ dàng nhận ngân hàng tơi ngân hàng khác Tơi có thề dễ dàng phân biệt ngân hàng với ngân hàng khác Tơi nhanh chóng nhớ ñặc ñiểm ngân hàng Ngân hàng có vị trí giao dịch thuận tiện Ngân hàng có nhiều máy ATM Ngân hàng có giao dịch thuận tiện Nhân viên ngân hàng hiển rõ nhu cầu Nhân viên ngân hàng sẵn sàng giúp đỡ tơi Nhân viên ngân hàng thơng báo cho tơi xác tơi phục vụ Hành ñộng nhân viên tạo tin tưởng cho Nhân viên phục vụ tơi nhanh chóng Lựa chọn sử dụng dịch vụ ngân hàng sáng suốt Tơi chọn ngân hàng Dịch vụ ngân hàng cần Tôi thường tham khảo ý kiến người khác ñể chọn ñược dịch vụ tốt ngân hàng Tôi thường tập hợp thông tin từ người trước sử dụng dịch vụ ngân hảng Tôi thường quan sát xem người ñang sử dụng dịch vụ ngân hàng Việc chuyển sang ngân hàng khác làm tơi nhiều thời gian tìm kiếm thơng tin ngân hàng Tôi nhiều công sức ñịnh xem nên chuyển sang ngân hàng khác Khi chuyển sang ngân hàng khác, gặp rủi ro ngân hàng không làm hài long Tơi khơng thích chuyển sang ngân hàng khác tơi đánh giá cao ngân hàng tơi chọn Tơi trung thành với ngân hàng Tôi giới thiệu ngân hàng cho cần tư vấn II Thơng tin chung: Giới tính: Nam Nữ Nghề nghiệp: Sinh viên Công nhân Nhân viên văn phịng Doanh nhân Khác Tình trạng nhân: ðã lập gia đình Chưa lập gia đình ðộ tuổi: 18-24 tuổi 25-45 tuổi 46-60 tuổi Trên 60 tuổi Thu nhập/tháng anh/chị: 20 triệu ñồng Xin chân thành cảm ơn ñóng góp Anh/Chị APPENDIX E – RESEARCH RESULTS Figure – Scatterplot Page | 75 Figure – Histogram Page | 76