Assecting the sevice quality and customer satifation in retail banking sector from customers perspective, a comparison between state owned commercial banks ang jonit stock commerical banks in hochiminh city

UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business Nguyen Thi Quynh Trang ASSESSING THE SERVICE QUALITY AND CUSTOMER SATISFACTION IN RETAIL BANKING SECTOR FROM CUSTOMERS PERSPECTIVE: A COMPARISON BETWEEN STATE-OWNED COMMERCIAL BANKS AND JOINT-STOCK COMMERCIAL BANKS IN HOCHIMINH CITY MASTER OF BUSINESS (Honours) Ho Chi Minh City – Year 2014 UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business Nguyen Thi Quynh Trang ASSESSING THE SERVICE QUALITY AND CUSTOMER SATISFACTION IN RETAIL BANKING SECTOR FROM CUSTOMERS PERSPECTIVE: A COMPARISON BETWEEN STATE-OWNED COMMERCIAL BANKS AND JOINT-STOCK COMMERCIAL BANKS IN HOCHIMINH CITY ID: 22110068 MASTER OF BUSINESS (Honours) SUPERVISOR: Dr DINH CONG KHAI Ho Chi Minh City – Year 2014 ACKNOWLEDGEMENT I would like to send my appreciation to Dr Dinh Cong Khai, who has supported me through my thesis I would like to send my thanks to ISB-UEH staff that have facilitated my thesis Moreover, I also want to send my thanks to my friends who supported me in discussing initial questionnaire and respond to my survey Finally, it would be impossible to say enough about my dear parents and my brother for all of their understanding, encouragement, and advice which helped me to complete this research in time Nguyen Thi Quynh Trang ABSTRACT There are many studies recognized that service quality has a strong correlation with customer satisfaction This research aims to assess and compare the service quality between two types of commercial banks: the state-owned banks and joint-stock banks Although the stateowned banks outperform the joint-stock banks in many areas such as capitals, customers, profitability; but many researches showed that the joint-stock banks have higher levels of service quality perceived by the customers Based on the BSQ scale developed by Bahia and Nantel (2000) which included six dimensions of service quality, survey questionnaires were issued to capture the customers’ perspective about how they satisfy with service offered by these two types of banks The result shows that there are significant differences between two types of banks in term of customer satisfaction and the degree of important attached to various dimensions of service quality The result also suggested that the type of banks affect level of customer satisfaction This study has some implications for state-owned banks to recognize their weakness in management system, and HR strategies Key words: service quality, customer satisfaction, retail banking service TABLE OF CONTENTS CHAPTER 1: INTRODUCTION 1.1 Research background and problem statement 1.2 Research question 1.3 Research scope and significant of the study 1.4 Methodology 1.5 Structure of the research CHAPTER 2: LITERATURE REVIEW 2.1 Retail banking services 2.2 Service quality 2.2.1 Service quality definition 2.2.2 Service quality and customer satisfaction 10 2.2.3 Measuring service quality 12 2.2.3.1 Service quality dimension 12 2.2.3.2 The SERVQUAL model 13 2.2.3.3 The BSQ scale17 2.2.3.4 The research hypotheses 18 CHAPTER 3: RESEARCH METHODOLOGY 24 3.1 Research design 24 3.1.1 Research method 24 3.1.2 Sampling 25 3.1.2.1 Sample size 25 3.1.2.2 Sampling method 26 3.2 Research scale 27 3.3 Data analysis approaches 31 CHAPTER 4: DATA ANALYSIS 35 4.1 Statistics on sample 35 4.2 Cronbach’s alpha analysis 35 4.3 Exploratory Factor Analysis (EFA) 37 4.4 Regression analysis 41 4.5 Independent Sample-t Test 46 CHAPTER FIVE: DISCUSSION, RECOMMENDATION AND CONCLUSION .49 5.1 Discussion on research findings 49 5.2 Implication of this study and recommendation 50 5.3 Research limitation and suggestion for further research 52 CONCLUSION 53 REFERENCES i APPENDIX v List of tables Table Total charter capital of Vietnamese banks Table Scale measurement for Effectiveness and Assurance 28 Table Scale measurement of Access 29 Table Scale measurement of Price 29 Table Scale measurement of Tangibles 30 Table Scale measurement of Service portfolio 30 Table Scale measurement of Reliability 31 Table Scale measurement of Customer satisfaction 31 Table Cronbach’s alpha test of items 36 Table 10 EFA result (time 1) 38 Table 11 Final EFA result 40 Table 12 Coefficients model 43 Table 13 Coefficients model 44 Table 14 Coefficients model 45 Table15 Independent Sample-t test 47 Table 16 Summary on testing hypotheses 48 Table 17 Testing Cronbach’s alpha for pilot test viii Table 18 Frequency statistics ix Table 19 Cronbach's alpha for Access ix Table 20 Cronbach’s alpha (after running EFA time 3) x Table 21 Factor loading for the rotated factors (time 1) xi Table 22 Independent variable correlation xii Table 23 Coefficients for moderating variable xii Table 24 Group statistics for Independent Sample –t test xiii List of figures Figure Customer satisfaction measurement method 12 Figure Gap analysis model 14 Figure Research model 22 Figure Research process 26 Figure Scatterplot 42 Figure Regression standardized residual xiv Figure Normal P-P Plot of Regression standardized residual xv CHAPTER 1: INTRODUCTION 1.1 Research background and problem statement After seven years since Vietnam has become a member of World Trade Organization (WTO), the economy has achieved initial successes The environment and activities of the Vietnamese Banking systems has improved in structures, human resources, service quality… Up to June 2013, the Vietnamese banking system has five state-owned banks including: Vietcombank, Vietinbank, Agribank, BIDV, MHB Right from the early 2000s, the government has planned to equitize state-owned commercial banks following the main principle that state holds controlling stakes in order to improve management and financial capability, compliant with standards and international practices; create favorable conditions for commercial banks to develop rapidly, improve its competitiveness and hold a large market share, dominates In December 2007, Vietcombank was the first state-owned bank officially listing shares on the HOSE Exchange, marked the first step of the equitization of state-owned commercial banks After that, Vietinbank (December 2008), MHB (July 2011), BIDV (December 2011) were successfully equitized, confirmed the right step of government in the process of equitizing stateowned banks The Vietnamese banking system also has 35 joint-stock commercial banks, in which have high charter capital such as: Eximbank, Techcombank, ACB, Sacombank, MB,…; five wholly foreign-owned banks, four joint-venture banks and more than fifty branches of foreign banks This figure is not small in compare to a developing country as Vietnam, which has made the competition in banking market very fierce The Financial Magazine No.5 (2013) stated that: “… The commercial banks in Vietnam, both state-owned banks and joint-stock banks, aim to develop retail banking service, which are shown in the plan to restructure or equitized banks…Most of the state-owned banks have a wide network of branches and a huge system of traditional customers for years The joint-stock banks develop mainly based on individual customers, small and medium enterprises…” (http://www.tapchitaichinh.vn) Many studies supported the view that public organizations which receive large funding from government are less profitability, productivity and performance efficiency, and so not better serve than private organizations (Bei and Shang, 2006; Kangis and Kareklis, 2001) Data of banks in Vietnam showed that the state-owned commercial banks have greater financial resources, size and the major capital contribution from the state, operating primarily in the wholesale sector and then focusing on developing retail services The joint-stock commercial banks are smaller in financial strength, but focus on the retail market from the beginning could also have certain advantages Table Total charter capital of Vietnamese banks Charter Capital Number of banks Group > VND 20 trillion Group Group Group VND Trillion - 20 Trillion VND 3.5 Trillion - Trillion < VND 3.5 trillion (State-owned banks) 11 (including some Joint-stock banks in this research) 11 Total charter capital (31/12/12) 12% 12% 38% 38% Group Group Group Group Source: www.kpmg.com.vn REFERENCES Amin, M and Isa, Z (2008) An Examination of The Relationship Between Service Quality Perception And Customer Stisfaction International Journal of Islamic and Middle Eastern Finance and Management, (3), pp 191-209 Anderson, E W and Sullivan, M W (1993) The Antecedents And Consequences Of Customer Satisfaction For Firms Marketing Science, 12, pp 125-43 Athanassopoulos, A (2000) Customer Satisfaction Cues To Support Market Segmentation and Explain Switching Behavior Journal of Business Research, 47, pp 191-207 Bahia, K and Nantel, J (2000) A Reliable And Valid Measurement Scale For The Perceived Service Quality Of Banks International Journal of Bank Marketing, 18 (2), pp 84-91 Bei, L T and Shang, C F (2006) Building Marketing Strategies For State-Owned Enterprises Against Private Ones Based On The Perspectives Of Customer Satisfaction And Service Quality Journal of Retailing and Consumer Services, 13 (1), pp 1-13 Berry, L L., Parasuraman, A and Zeithaml, V A (1988) SERVQUAL: A Multi-Item Scale For Measuring Consumer Perceptions Of Service Quality Journal of Retailing, 64 (1), pp 12-40 Bitner, M J (1990) Evaluating Service Encounters: The Effects Of Physical Surroundings And Employee Responses The Journal of Marketing, 54, pp 69-82 Blumberg, B., Cooper, D R and Schindler, P S (2008) Business Research Methods McGrawHill Burns, A and Bush, R (2010) Marketing Research 6th edition Boston: Pearson Carman, J M (1990) Consumer Perceptions Of Service Quality: An Assessment Of The SERVQUAL Dimensions Journal of retailing, 66 (1), pp 33-55 Churchill, G and Suprenant, C (1982) An Investigation Into The Determinants Of Customer Satisfaction Journal of Marketing Research, 19, pp 491-504 Cronin, J J., Brady, M K and Hult, G T (2000) Assessing The Effects Of Quality, Value, And Customer Satisfaction On Consumer Behavioral Intentions In Service Environments Journal of Retailing, 76 (2), pp 193-218 i Cronin, J J and Taylor, S A (1994) SERVPERF versus SERVQUAL: Reconciling Performance-Based And Perceptions-Minus-Expectations Measurement Of Service Quality Journal of Marketing, 58 (1), pp 125-31 Cronin, J J and Taylor, S A (1994) Measuring Service Quality: A Reexamination and Extension Journal of Marketing, vol 56 (July), pp 55-68 Fraering, M and Minor, M (2006) Sense Of Community: An Exploratory Study Of US Consumers Of Financial Services International Journal of Bank Marketing, 24 (5), pp 284-306 Glaveli, N., Petridou, E., Liassides, C and Spathis C (2006) Bank Service Quality: Evidence From Five Balkan Countries Emerald Group Publishing Limited, 16 (4), pp 380-94 Gronroos, C (1984) A Service Quality Model And Its Market Implications European Journal of Marketing, 18 (4), pp 36-44 Guo, X., Duff, A and Hair, M (2008) Service 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trang: 23 – 29 Lee, M.C (2009) Factor Influencing the Adoption of Internet Banking: An Intergration of TAM, TPC with Perceived Risk and Perceived Benefit Electronic Commerce Research and Applications, 8(3), pp 130-141 ii Leech, N L., Barrett, K C., & Morgan, G A (2005) SPSS for intermediate statistics use and interpretation Mahwah, NJ: Lawrence Erlbaum Lewis, B R (1991) Service Quality: An International Comparison Of Bank Customers’ Expectations And Perceptions Journal of Marketing Management, vol.7, pp 47-62 Lytle, R S., Hom, P W and Mokwa, M P (1998) SERVOR: A Managerial Measure Of Organizational Service Orientation Journal of Retailing, 74 (4), pp 447-54 Megginson, W L (2005) The Economics Of Bank Privatization Journal of Banking & Finance, 29, pp 1931-80 Othman, A and Owen, L (2001) Developing An Instrument To Measure Customer Service Quality SQ In Islamic Banking International Journal of Islamic Financial Services, (1), pp 1-26 Parasuraman, A., Zeithaml, V and Berry, L (1988) SERVQUAL: A Multi-Item S cale for Measuring Consumer Perceptions of Service Quality Journal of Retailing, 64 (1), pp 1240 Parasuraman, A., Zeithaml V A and Berry, L L (1985) A Conceptual Model Of Service Quality And Its Implications For Future Research Journal of Marketing, pp 41-50 Palmer, A (2008) Priciples of Service Marketing London: The McGraw-Hill Companies, th Petridou, E., Spathis, C and Glaveli, N (2006) Bank Service Quality: Empirical Evidence from Greek and Bulgarian Retail Customers International Journal of Quality and Management, 24(6), pp.568-585 Shah, M and Clarke, S (2009) E-Banking Management - Issues, Solutions, and Strategies London: Information Science Reference Terrence, L and Gordon, H.G M., (1996) Determinants of customer satisfaction in retail banking International Journal of Bank Marketing, 14(7), pp.12-20 Truong, B T and Le, T H (2010) Improvement of the Service Quality: An Empirical Research in the Banking Sector Vietnam's Social-Economic Development No 64, pp 31-43 Tsoukatos, E and Mastrojianni, E (2010) Key Determinants of Service Quality in Retail Banking Journal of Marketing, 5(1), pp.85-100 iii Yu Et al (2009) Banking Service Quality in Vietnam: A Comparison of Customers’ and Bank staff’s Perceptions The Journal of International Management Studies, 4(2) Zeithaml, V A., Berry, L L and Parasuraman, A (1996) The behavioral consequences of service quality Journal of Marketing, 60, pp 31-46 http://www.kpmg.com.vn http://www.tapchitaichinh.vn iv Appendix A: Questionnaire Ngân hàng bạn giao dịch thường xuyên nhất? (Chỉ chọn ngân hàng đánh giá câu bên theo ngân hàng bạn chọn) (Which bank you mostly doing transaction, choose only one) □ Vietcombank □ BIDV □ Eximbank □ Other… □ Vietinbank □ Techcombank □ Sacombank □ ACB Vui lòng đánh giá mức độ đồng ý bạn với câu phát biểu theo mức độ 1: Hồn tồn khơng đồng ý Hơi đồng ý 2: Không đồng ý Đồng ý Hơi không đồng ý Không có ý kiến 7: Hồn tồn đồng ý (Could you please assess the satisfied level for those statements of the bank you choose above?) Content Nhân viên ngân hàng giao tiếp cách tự tin The behaviors of the employees in the bank are confidence Nhân viên ngân hàng đón tiếp bạn khách hàng quan trọng Bank employees serve you in the way to make you feel like very important Ngân hàng coi trọng việc bảo mật thông tin khách hàng The bank places great importance on customers’ confidentiality Số lượng nhân viên ngân hàng ổn định Bank personnel have valorization Giao dịch bị gián đoạn lỗi kỹ thuật There are less interruptions due to technical problem Nhân viên ngân hàng đào tạo The bank has well-trained personnel Nhân viên đủ kiến thức để trả lời thắc mắc khách hàng Bank personnel have the knowledge to answer your questions Khơng có mâu thuẫn nhân viên lãnh đạo việc giải khiếu nại khách hàng 7 customer No contradictions in decision between personnel and management in this bank Ngân hàng cung cấp dịch vụ cam kết v The bank provides its services at the time it promises to Ngân hàng có danh tiếng tốt The bank has a good reputation Bạn cảm thấy an toàn giao dịch với ngân hàng You feel secured and safe in your transactions with bank Thủ tục giao dịch đơn giản nhanh chóng The transactions procedures and process are simple and quick Ngân hàng cung cấp dịch vụ chất lượng cao The bank shows high quality indications Ngân hàng có số lượng máy ATM hợp lý The bank has sufficient number of ATMs Ngân hàng có trang thiết bị máy móc đại (The bank has the latest technology and the modern-looking equipment) Số lượng giao dịch viên hợp lý The bank has sufficient number of tellers Khách hàng chờ lâu để đến lượt giao dịch Customers not have to wait long for turn Nhân viên ngân hàng giải thích loại phí hợp lý The bank provides good explanations of service fees Lãi suất cạnh tranh The bank provides competitive interest rate Phí quản lý/ trì tài khoản hợp lý Account management fee/ maintaining balance account is reasonable Ngân hàng thông báo kịp thời cho khác hàng sản phẩm dịch vụ ưu đãi The bank informs and advices customer as soon as there are new service with Ngân hàng cung cấp số dư tài khoản xác cho khách hàng The bank provides accurate account balances for customer Quầy giao dịch sẽ, thoáng mát Bank buildings, counters have a good level of cleanness Cơ sở vật chất khang trang đại The bank facilities are well-decorated Môi trường làm việc ngân hàng hiệu The bank creates effective working environment Các sản phảm dịch vụ ngân hàng đa dạng, đáp ứng đủ nhu cầu khách preferable interest rate or fees vi hàng The services of bank are diverse, fully meet customers’ needs Ngân hàng cung cấp dịch vụ tiên tiến The bank offers services that are consistent with the latest innovation in banking Ngân hàng xác định sửa kịp thời sai sót giao dịch The bank identifies and corrects any errors in service delivery Chứng từ giao dịch xác Documents/ files dealing with bank have high accuracy Nhìn chung tơi hài lịng với dịch vụ ngân hàng In general, I satisfy with banks’ service Tôi tiếp tục sử dụng dịch vụ ngân hàng I will continue to use service of this bank Tôi giới thiệu người khác sử dụng dịch vụ ngân hàng I will introduce others about service of this bank sector Demographic: Gender □ Male Your age □ 44 How long has you transacted with this bank? □ Less than year □ 1-2 years □ More than years vii Appendix B Table 17 Testing Cronbach’s alpha for pilot test Items Scale Mean if Item Deleted AE1 AE2 AE3 AE4 AE5 AE6 AE7 AE8 AE9 AE10 AE11 AE12 AE13 55.41 56.45 54.96 55.37 55.27 55.49 55.82 55.51 55.25 55.16 55.25 55.43 55.31 AC1 AC2 AC3 AC4 13.96 14.08 13.98 14.1 PR1 PR2 PR3 PR4 13.29 13.39 13.55 13.04 TA1 TA2 TA3 TA4 14.41 14.49 14.86 14.71 SP1 SP2 RE RE1 RE2 CS CS1 CS2 CS3 4.55 4.78 4.41 4.29 8.73 8.82 9.03 Scale Corrected Squared Variance if Item-Total Multiple Item Deleted Correlation Correlation Cronbach's alpha: 0.904 78.087 0.715 0.709 72.213 0.598 0.756 75.438 0.69 0.617 75.998 0.684 0.878 78.763 0.481 0.638 78.615 0.44 0.573 76.308 0.696 0.667 78.535 0.608 0.589 75.994 0.66 0.641 72.495 0.761 0.926 74.914 0.726 0.686 78.69 0.448 0.575 75.22 0.744 0.932 Cronbach's alpha: 0.615 2.398 0.407 0.238 2.474 0.502 0.299 3.46 0.381 0.193 2.97 0.417 0.21 Cronbach's alpha: 0.775 5.542 0.613 0.552 5.451 0.602 0.559 5.878 0.486 0.383 5.457 0.616 0.454 Cronbach's alpha: 0.857 4.407 0.709 0.758 4.375 0.754 0.771 4.321 0.64 0.529 4.092 0.714 0.575 Cronbach's alpha: 0.726 0.893 0.57 0.325 0.733 0.57 0.325 Cronbach's alpha: 0.676 0.91 0.511 0.261 0.845 0.511 0.261 Cronbach's alpha: 0.825 2.416 0.742 0.528 2.378 0.672 0.586 2.576 0.781 0.524 Cronbach's Alpha if Item Deleted 0.894 0.899 0.893 0.894 0.902 0.904 0.893 0.897 0.894 0.889 0.892 0.909 0.891 0.546 0.457 0.618 0.533 0.703 0.708 0.768 0.701 0.816 0.799 0.845 0.814 a a a a 0.815 0.777 0.819 viii Table 18 Frequency statistics Frequency 97 Joint-stock banks State-owned 117 banks 214 Total Gender male 107 female 107 Total 214 Age 18-24 76 25-34 74 35-44 64 Total 214 Time 2 years 64 Total 214 Table 19 Cronbach's alpha for Access Group Items AC AC1 AC2 AC3 AC4 AC AC2 AC3 AC4 Scale Mean if Item Deleted 13.5 13.97 13.86 13.97 9.04 8.93 9.04 Percent Cumulative Percent 45.3 45.3 54.7 100 100 50 50 50 100 100 35.5 35.5 34.6 70.1 29.9 100 100 29.4 29.4 40.7 70.1 29.9 100 100 Scale Corrected Squared Cronbach's Alpha Variance if Item-Total Multiple if Item Deleted Item Deleted Correlation Correlation Access: Cronbach's alpha: 0.71 3.998 0.372 0.157 0.73 3.572 0.617 0.405 0.57 3.902 0.52 0.344 0.633 4.107 0.5 0.258 0.647 Access: Cronbach's alpha: 0.730 1.858 0.598 0.366 0.586 1.958 0.575 0.344 0.616 2.233 0.489 0.24 0.715 ix Table 20 Cronbach’s alpha (after running EFA time 3) Items Tangibles TA2 TA3 TA4 AC2 AC3 Effectivness SP1 SP2 TA1 PR4 AE5 AE12 AE3 Reliability AE8 RE1 RE2 Behavior AE1 AE2 AE6 AE7 Pri PR1 PR2 Assu SP1 SP2 CS CS1 CS2 CS3 Scale Mean if Scale Corrected Squared Item Deleted Variance if Item-Total Multiple Item Correlation Correlation Deleted Cronbach's alpha: 0.852 18.1 8.23 0.699 0.608 18.16 7.777 0.791 0.706 18.19 9.17 0.591 0.354 18.24 8.999 0.663 0.542 18.14 9.489 0.578 0.378 Cronbach's alpha: 0.826 26.93 17.037 0.584 0.378 27.13 17.181 0.527 0.362 26.88 16.595 0.745 0.64 27.21 17.096 0.547 0.38 27.08 17.454 0.462 0.246 27.04 16.618 0.502 0.339 26.74 16.314 0.681 0.576 Cronbach's alpha: 0.764 8.7 2.652 0.601 0.49 8.66 3.098 0.461 0.262 8.54 2.353 0.742 0.574 Cronbach's alpha: 0.861 12.86 7.642 0.775 0.641 13.31 6.74 0.612 0.459 12.88 7.606 0.662 0.536 13.06 6.945 0.845 0.72 Cronbach's alpha: 0.901 4.36 0.965 0.823 0.678 4.26 1.14 0.823 0.678 Cronbach's alpha: 0.757 4.37 0.939 0.508 0.258 4.57 0.856 0.508 0.258 Cronbach's alpha: 0.861 8.73 2.478 0.724 0.528 8.82 2.288 0.766 0.586 9.03 2.576 0.721 0.524 Cronbach's Alpha if Item Deleted 0.811 0.784 0.839 0.821 0.842 0.801 0.81 0.779 0.807 0.821 0.817 0.785 0.676 0.823 0.506 0.804 0.88 0.841 0.769 a a a a 0.815 0.777 0.819 x Table 21 Factor loading for the rotated factors (time 1) Rotated Component Matrix Component TA3 AC2 TA4 AC3 TA2 AC4 PR4 SP1 TA1 AE12 AE3 AE5 PR3 SP2 0.757 0.723 0.713 0.633 0.535 0.727 0.618 0.591 0.591 0.553 0.532 0.509 0.507 AE4 AE5 RE2 AE8 AE7 AE2 AE1 AE6 AE11 AE10 AE13 AE9 PP2 PP3 PP1 PR1 PR2 0.816 0.801 0.731 0.830 0.672 0.653 0.584 0.530 KMO: 0.895 Bartlett's test: 0.000 0.558 0.771 0.724 0.648 0.566 0.827 0.826 0.658 0.842 0.84 Eigenvalues: 1.036 Total % of variance: 71.93% xi Table 22 Independent variable correlation Correlations Tang Tang Effe Reli Pearson Correlation Sig (2-tailed) N Reli ** 690 214 000 214 ** Pearson Correlation Sig (2-tailed) N 690 Pearson Correlation Sig (2-tailed) N 507 000 214 ** Pearson Correlation Sig (2-tailed) N 394 Pearson Correlation Sig (2-tailed) N 538 ** 000 214 ** 000 214 ** 541 ** ** Pri 000 214 541 ** 000 214 ** 507 214 000 214 637 Behav 000 214 000 214 Behav Pearson Correlation Sig (2-tailed) N Assu Effe 656 ** ** ** 656 000 214 ** 437 214 000 214 ** 000 214 ** 216 000 214 504 000 214 437 000 214 447 ** 637 001 214 ** 369 000 214 000 214 Pri Assu ** 394 000 214 ** 447 000 214 ** 216 001 214 ** 533 214 000 214 ** 533 000 214 ** 465 000 214 ** 538 000 214 ** 504 000 214 ** 369 000 214 ** 465 000 214 ** 346 214 000 214 ** 000 214 214 346 ** Correlation is significant at the 0.01 level (2-tailed) xii Table 23 Coefficients for moderating variable Coefficients(a) Unstandardized Coe Standardized Coefficients Model B Std ErrorBeta t Sig 1(Constant) 1.555 0.418 3.722 Tang 0.044 0.099 0.044 0.443 Reli 0.21 0.101 0.241 2.084 Pri 0.285 0.067 0.369 4.279 Assu 0.173 0.063 0.203 2.763 GR 0.504 0.58 0.333 0.869 Reli*Gr -0.049 0.117 -0.138 -0.415 Tang*Gr -0.191 0.136 -0.551 -1.404 Pri*Gr -0.224 0.089 -0.663 -2.509 Assu*Gr -0.146 0.117 -0.424 -1.247 a Dependent Variable: Sa Collinearity Statistics Tolerance VIF 0.000 0.658 0.038 0.000 0.006 0.386 0.679 0.162 0.013 0.214 Table 24 Group statistics for Independent Sample –t test Group Statistics GR N Mean Std Deviation 0.246 0.179 0.323 0.445 0.016 0.022 0.016 0.034 0.021 4.061 5.58 3.095 2.246 61.006 45.954 63.938 29.028 48.185 Std Error Mean Sa State joint-stock 117 97 4.0940 4.8385 56025 76393 05180 07757 Tang State joint-stock 117 97 4.2632 4.8144 67755 73951 06264 07509 Effe State joint-stock 117 97 4.3126 4.7290 65490 66799 06055 06782 Reli State joint-stock 117 97 4.0855 4.6942 89609 71309 08284 07240 Behav State joint-stock 117 97 4.2991 4.3943 84985 90918 07857 09231 Pri State joint-stock 117 97 4.2479 4.3866 96406 99610 08913 10114 Assu State joint-stock 117 97 4.3077 4.8351 65273 1.03512 06035 10510 xiii Figure Regression standardized residual xiv Figure 7: Normal P-P Plot of Regression standardized residual xv ... Shang, 2006; Kangis and Kareklis, 2001) Data of banks in Vietnam showed that the state- owned commercial banks have greater financial resources, size and the major capital contribution from the. .. Sector from Customer Perspectives: a Comparison Between State- owned Commercial Banks and Joint -stock Commercial Banks in Ho Chi Minh city? ?? In recent years, commercial banks in Vietnam have made... joint -stock banks better serve than state- owned banks are essential questions that need to be obtained in the research: “Assessing the Service Quality and Customer Satisfaction in Retail Banking