The impact of payment service quality on market share expansion of NAPAS

ĐẠI HỌC QUỐC GIA HÀ NỘI KHOA QUẢN TRỊ VÀ KINH DOANH - ĐINH THỊ BÍCH HẠNH THE IMPACT OF PAYMENT SERVICE QUALITY ON MARKET SHARE EXPANSION OF NAPAS ẢNH HƯỞNG CỦA CHẤT LƯỢNG DỊCH VỤ CỔNG THANH TOÁN ĐIỆN TỬ ĐẾN VIỆC MỞ RỘNG THỊ PHẦN CỦA NAPAS LUẬN VĂN THẠC SĨ QUẢN TRỊ KINH DOANH Hà Nội - 2017 ĐẠI HỌC QUỐC GIA HÀ NỘI KHOA QUẢN TRỊ VÀ KINH DOANH - ĐINH THỊ BÍCH HẠNH THE IMPACT OF PAYMENT SERVICE QUALITY ON MARKET SHARE EXPANSION OF NAPAS ẢNH HƯỞNG CỦA CHẤT LƯỢNG DỊCH VỤ CỔNG THANH TOÁN ĐIỆN TỬ ĐẾN VIỆC MỞ RỘNG THỊ PHẦN CỦA NAPAS Chuyên ngành: Quản trị kinh doanh Mã số: 60 34 01 02 LUẬN VĂN THẠC SĨ QUẢN TRỊ KINH DOANH NGƯỜI HƯỚNG DẪN KHOA HỌC: PGS.TS NGUYỄN NGỌC THẮNG Hà Nội - 2017 DECLARATION The author confirms that the research outcome in the thesis is the result of author‟s independent work during study and research period and it is not yet published in other‟s research and article The other‟s research result and documentation (extraction, table, figure, formula, and other document) used in the thesis are cited properly and the permission (if required) is given The author is responsible in front of the Thesis Assessment Committee, Hanoi School of Business and Management, and the laws for above-mentioned declaration Date………………………… i ACKNOWLEDGEMENT I would like to express my deep gratitude to the teachers of the Hanoi school of Business and Management, Vietnam National University, especially the teachers who imparted to me a lot of knowledge and helped me carry out this thesis I would like to express sincere gratitude to Dr.Nguyen Ngoc Thang has spent a lot of time, dedicated guidance, only told me during the course of the topic I would like to express my sincere thanks to the Board of Directors of National Payment Corporation of Viet , help me in collecting data and information needed for the study of this thesis I sincerely thank family, friends and colleagues for encouraging and supporting me in the process of study and research Hanoi, date 22 month year 2017 Student DINH THI BICH HANH ii THE IMPACT OF PAYMENT SERVICE QUALITY ON MARKET SHARE EXPANSION OF NAPAS Summary of the results The study was an interview with 300 clients in Hanoi who were using NAPAS payment gateway services, ages 15 to 50 The purpose of the study was to assess the factors that affect the quality of NAPAS e-payment gateway services, thus assessing the need to expand the market share of the company's service delivery After studying and analyzing, the author makes conclusions on the factors affecting the quality of NAPAS epayment gateway services such as stability, efficiency, safety, security and an interface friendliness level is the factor that has the greatest impact on stability It affects the level of satisfaction of customers with the quality of services provided by company, thereby affecting the company's ability to expand its market share However, the level of interface friendliness is also a major factor that customers interested Most customers are not satisfied with the stability of the e-payment gateway services They expected that NAPAS card service will be more stable and friendly interface in the near future In addition, when conducting the research on the quality of e-payment gateway services and NAPAS's ability to expand its market share, most of the customers interviewed highly valued the services From that, it will be decided to use the e-payment gateway service and will recommend it to their friends and relatives to use In addition, customers are also relatively confident in NAPAS's ability to grow its market share as well as expand its customers They found that NAPAS is on the rise to enhance its ability to serve more customers in the future and e-payment gateway services provided by NAPAS have superior advantages over competitors Applicability in practice Research will be a valuable reference resource to help NAPAS managers find out the factors that affect the quality of e-payment gateway services as well as the company's ability to expand its market share In addition, the research also helps the management know that customers are evaluating the quality of the products they provide, so that they can adapt to the needs of their customers The research is based entirely on the practice of the company, so iii management can consider and apply solutions to improve service quality as well as expand market share in delivery service Further research orientations Firstly, future research can be conducted with the majority of customers currently using the company's e-payment gateway services to gain a broader understanding of customer expectations Secondly, it will conduct surveys to assess the opinions of both customers who not use e-payment gateway services and who are using this service of other companies for gaining specific information to having a better problem solving, while also facilitating the expansion of new market share Thirdly, carrying out research on legal documents related to e-payment system so that the people of our country in general and customers of the company in particular are aware of the problem of using the payment gateway service is safe and protected by law In addition, research can continue to develop in the direction of the impact of social factors of customers (trends, ) on the e-payment gateway services iv TABLE OF CONTENTS DECLARATION ACKNOWLEDGEMENT TABLE OF CONTENTS ABBREVIATION LIST OF FIGURES LIST OF TABLES INTRODUCTION 1.Rationale- 2.Literature review 3.Aims of research 4.Objects of research 5.Scope of research 6.Research methodology 7.Thesis structure CHAPTER 1: THE THEORETICAL BACKGROUND 1.1 Overview of the service quality, electronic payment service and market share 1.1.1 The basic defi 1.1.2 Characteristic 1.1.3 Factor affectin 1.1.4 Factor affectin 1.2 Assessment models for service quality of electronic payment and relationship of the service quality with a extended section 1.2.1Assessment m 1.2.2The relationsh 1.2.3Research mod 1.3 Indicators to assess market share expansion 1.3.1Revenue 1.3.2Market Share 1.3.3The number o v 1.4 Practical experience on improving service quality to expand the market share of some enterprises 23 1.4.1 The experience Lazada of e-commerce business 23 1.4.2 The experience of Hung Phat manufacturing enterprise 23 1.4.3 The lessons learned for Napas 24 CHAPTER 2: ANALYSIS THE CURRENT SITUATION 25 2.1 Introduction about NAPAS.JSC .25 2.1.1 The process of formation and development 25 2.1.2 Introduction about electronic payment gateway service (NAPAS Payment Gateway) 26 2.1.3 Business operation results of the company 27 2.2 Actual situations on market share of NAPAS JSC .29 2.2.1 Actual situation on the revenue of NAPAS JSCin comparison with other companies in the same field 29 2.2.2 Market share in rendering services of NAPAS JSCin the market 31 2.2.3 Number of major partners of NAPAS JSC in comparison with other companies in the same field 32 2.2.4 Activities of NAPAS JSC in the market share expansion 33 2.3 Analysis of survey results 35 2.3.1 Descriptive Statistics 35 2.3.2 Scale test .38 2.3.3 Factor Analysis 41 2.3.4 Correlation and regression analysis 43 2.3.5 Assessment on survey results for the factors in the model 48 CHAPTER 3: SOLUTIONS AND RECOMMENDATIONS 59 3.1 Solutions to improve the quality of electronic payment service 59 3.1.1 Training the technical staff of the company 59 3.1.2 Completing the system interface gateway payment services of the Company to raise the level of customer friendliness 60 3.1.3 Expanding cooperation, linking with organizations large e-commerce, popular with users of Vietnam .61 vi 3.1.4 Investment and application of modern technology, advance to the work raising, improve the quality of the system's electronic payment gateway company to avoid limiting condition system crash .62 3.1.5 Other solution 62 3.2 Solutions expand market share of NAPAS 63 3.2.1 Solution to attract customers using NAPAS e-payment portal 63 3.2.2 Group solutions to improve the security of electronic payment of NAPAS 64 3.2.3 Solutions for the development of customer support services .65 3.2.4 NAPAS brand building and development solutions 66 3.3 Recommendations to relevant units .67 3.3.1 Information technology infrastructure 67 3.3.2 Legal infrastructure .68 3.3.3 Training and promotion of electronic payment development cooperation 69 CONCLUSIONS, LIMITATIONS AND RESEARCH IMPLICATIONS 70 REFERENCES .73 APPENDIX 74 vii Abbreviation 3D UK IEC NAPAS JSC ISO ATM POS viii Item Statistics OD1 OD2 OD3 OD4 Item-Total Statistics OD1 OD2 OD3 OD4 Cronbach's Alpha 780 Mean AT1 AT2 AT3 AT4 AT5 AT1 AT2 AT3 AT4 AT5 79 Reliability Statistics Item Statistics NQ1 NQ2 NQ3 Item-Total Statistics NQ1 NQ2 NQ3 Cronbach's Alpha 828 TT1 TT2 TT3 TT4 TT5 TT6 TT7 80 Item-Total Statistics TT1 TT2 TT3 TT4 TT5 TT6 TT7 Cronbach's Alpha 789 Mean CLDV1 CLDV2 CLDV3 CLDV4 Scale Mean if CLDV1 CLDV2 CLDV3 CLDV4 Cronbach's Alpha 802 Mean MRTP1 MRTP2 MRTP3 MRTP4 81 Item-Total Statistics MRTP1 MRTP2 MRTP3 MRTP4 KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy Bartlett's Test of Sphericity Approx Chi-Square df Sig Total Variance Explained Com pone nt 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 Extraction Component Analysis Total 3.671 3.092 2.856 2.225 1.759 993 827 747 713 655 650 604 587 548 542 515 490 443 429 381 362 342 289 280 82 Rotated Component Matrixa TT5 TT1 TT3 TT2 TT7 TT6 TT4 AT4 AT2 AT5 AT1 AT3 OD2 OD4 OD1 OD3 HQ5 HQ3 HQ2 HQ4 HQ1 NQ3 NQ2 NQ1 Extraction Method: Principal Component Analysis Rotation Method: Varimax with Kaiser Normalization a Rotation converged in iterations KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy Bartlett's Test of Sphericity Approx Chi-Square Compo nent Extraction Method: Principal Component Analysis 83 Component Matrixa CLDV1 CLDV2 CLDV4 CLDV3 Extraction Principal Analysis a extracted Kaiser-Meyer-Olkin Measure of Sampling Adequacy Bartlett's Test of Sphericity Approx Chi-Square Total Variance Explained Compo nent Extraction Method: Principal Component Analysis Component Matrixa Component MRTP1 832 MRTP2 823 MRTP3 768 MRTP4 744 Extraction Principal Analysis Method: Component a extracted components 84 Correlations HQ Pearson Correlation Sig (2-tailed) N OD Pearson Correlation Sig (2-tailed) N AT Pearson Correlation Sig (2-tailed) N NQ Pearson Correlation Sig (2-tailed) N TT Pearson Correlation Sig (2-tailed) N CLDV Pearson Correlation Sig (2-tailed) N MRTP Pearson Correlation Sig (2-tailed) N * Correlation is significant at the 0.05 level (2-tailed) ** Correlation is significant at the 0.01 level (2-tailed) Mod el R a 854 a Predictors: (Constant), TT, HQ, OD, AT, NQ b Dependent Variable: CLDV 85 ANOVAb Model Regression Residual Total a Predictors: (Constant), TT, HQ, OD, AT, NQ b Dependent Variable: CLDV Coefficientsa Model (Constant) HQ OD AT NQ TT a Dependent Variable: CLDV Mod el R 723a a Predictors: (Constant), CLDV b Dependent Variable: MRTP Model Regression Residual Total a Predictors: (Constant), CLDV b Dependent Variable: MRTP 86 Coefficientsa Model (Constant) CLDV a Dependent Variable: MRTP 87 ... for my graduation thesis In Vietnam, there is no report on the effectiveness evaluation of payment service quality on the market share expansion of NAPAS, so this thesis is one of the first reports... developing payment service, NAPAS JSC also needs to assess the effect of the quality of payment service system on their expansion in market share Therefore, the model for quality assessment of electronic... actual situation of the electronic payment quality of service companies in the UK, the author also focuses on analyzing the effect of the quality of electronic payment service on the development,