Research FDI customers satisfaction with products and services of techcombank, bac ninh branch

ĐẠI HỌC QUỐC GIA HÀ NỘI KHOA QUẢN TRỊ VÀ KINH DOANH - NGUYỄN THỊ MINH PHƯƠNG RESEARCH FDI CUSTOMERS SATISFACTION WITH PRODUCTS AND SERVICES OF TECHCOMBANK BAC NINH BRANCH NGHIÊN CỨU SỰ HÀI LÒNG CỦA KHÁCH HÀNG DOANH NGHIỆP FDI VỚI SẢN PHẨM DỊCH VỤ CỦA NGÂN HÀNG TECHCOMBANK CHI NHÁNH BẮC NINH LUẬN VĂN THẠC SĨ QUẢN TRỊ KINH DOANH HÀ NỘI - 2018 ĐẠI HỌC QUỐC GIA HÀ NỘI KHOA QUẢN TRỊ VÀ KINH DOANH - NGUYỄN THỊ MINH PHƯƠNG RESEARCH FDI CUSTOMERS SATISFACTION WITH PRODUCTS AND SERVICES OF TECHCOMBANK BAC NINH BRANCH NGHIÊN CỨU SỰ HÀI LÒNG CỦA KHÁCH HÀNG DOANH NGHIỆP FDI VỚI SẢN PHẨM DỊCH VỤ CỦA NGÂN HÀNG TECHCOMBANK CHI NHÁNH BẮC NINH 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 HỒNG ĐÌNH PHI Hà Nội - 2018 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, formulaand 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 the laws for above-mentioned declaration Hanoi, date of …… / …… /…… 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 essay I would like to express sincere gratitude to Assoc Prof Hoang Dinh Phi 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 Techcombank Bac Ninh and for helping 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 TABLE OF CONTENTS ABBREVIATION i LIST OF TABLES ii LIST OF FIGURES .iii INTRODUCTION CHAPTER 1: THEORETICAL FRAMEWORK ON FDI ENTERPRISES AND SATISFACTION OF FDI ENTERPRISES TOWARDS THE PRODUCTS AND SERVICES OF COMMERCIAL BANKS 1.1 FDI enterprises 1.1.1 Concepts 1.1.2 Characteristics 1.2 Satisfaction of FDI enterprises towards the products and services of commercial banks 1.2.1 Concept and measurement of satisfaction 1.2.2 Characteristics of banking services 10 1.2.3 Research models of customer satisfaction towards the quality of commercial banks’ services 11 1.2.4 Proposed model of the study 17 1.3 Experience in improving the satisfaction of FDI enterprises of commercial banks and lessons for Techcombank - Bac Ninh Branch 18 1.3.1 Experience of some commercial banks 18 1.3.2 Lessons for Techcombank - Bac Ninh Branch 20 CHAPTER 2: REALITY OF SATISFACTION OF FDI ENTERPRISE CUSTOMERS TOWARDS PRODUCTS AND SERVICES OF TECHCOMBANK – BAC NINH BRANCH 22 2.1 Introduction of Techcombank – Bac Ninh Branch and FDI enterprises in Bac Ninh Province 22 2.1.1 Introduction of Techcombank – Bac Ninh Branch 22 2.1.2 Overview of industrial parks and FDI enterprises in Bac Ninh Province 26 2.1.3 Reality of exploiting FDI enterprise customers of Techcombank – Bac Ninh Province 30 2.2 Overall assessment of the satisfaction of FDI enterprise customers 60 2.2.1 Achievements 60 2.2.2 Limitations 60 2.2.3 Causes of limitations 61 CHAPTER 3: SOLUTIONS TO ENHANCE THE CUSTOMER SATISFACTION TOWARDS PRODUCTS AND SERVICES OF TECHCOMBANK – BAC NINH BRANCH 63 3.1 Development orientations and strategy of Techcombank - Bac Ninh Branch 63 3.1.1 General development orientation 63 3.1.2 Orientations for developing FDI enterprise customers .64 3.1.3 Development plan for 2017 65 3.2 Solutions to improve the satisfaction of FDI enterprise customers at Techcombank - Bac Ninh Branch 65 3.2.1 Basis for proposing solutions 65 3.2.2 Contents of solutions 67 3.3 Recommendations 72 3.3.1 Recommendations to the State 72 3.3.2 Recommendations to the bank association 76 CONCLUSION 77 REFERENCES 79 APPENDIX 81 Abbreviation 3D UK IEC NAPAS JSC ISO ATM POS i LIST OF TABLES Table 2.1: Industrial Parks in Bac Ninh Province 26 Table 2.2: Locations FDI enterprises in Bac Ninh Province 27 Table 2.3: Characteristics of FDI enterprises in Bac Ninh Province 29 Table 2.4: Products and services operated by Techcombank - Bac Ninh Branch 32 Table 2.5: Number of transaction offices of Techcombank – Bac Ninh Branch’s competitors 36 Table 2.6: Number of ATMs of competitors at industrial parks .38 Table 2.7: Strengths of competitors 40 Table 2.8: Gender 42 Table 2.9: Age 42 Table 2.10: Educational background 43 Table 2.11: Job positions 44 Table 2.12: Income of employees 45 Table 2.13: Reliability of the scale 46 Table 2.14 Convergence of the scale 48 Table 2.15: Correlation among factors 49 Table 2.16 Regression results 50 Table 2.17 Evaluation on Convenience 52 Table 2.18: Evaluation on Tangibles 53 Table 2.19: Evaluation on Serving Style of the staff 54 Table 2.20: Evaluation on Contact with customers 56 Table 2.21: Evaluation on Trust 57 Table 2.22: Evaluation on Image of the bank 58 Table 2.23: General evaluation on Customer satisfaction 59 ii LIST OF FIGURES Figure 1.1: Characteristics of FDI enterprises Figure 1.2 SERVQUAL model of customer satisfaction 12 Figure 1.3: CBSQ model of Xin Guo et al (2008) 14 Figure 1.4 FTSQ model (GrÖnroos, 1984) 15 Figure 1.5 Research model of the thesis 18 Figure 2.1: Organizational structure of Techcombank – Bac Ninh Branch 24 Figure 2.2: Number of FDI enterprise customers at Techcombank – Bac Ninh Branch 31 Figure 2.3: Contribution of FDI enterprises in TOI after DP of the branch 34 Figure 2.4: Contribution proportion of FDI enterprises 35 iii INTRODUCTION Statement of the problem Since the country opened its economy and received foreign investment capital, FDI enterprises have become an important part of the economy In the current context, FDI enterprises play an important role in the Vietnamese economy The labor force employed alone accounts for about million workers, accounting for over 20% of the total capital of the economy The FDI sector has a large proportion of GDP in some provinces such as Bac Ninh, Ho Chi Minh City, Binh Duong (Vietnamplus.vn, 2016) This is a dynamically developing area, helping to increase capital for the economy, create jobs, increase export turnover and make a great contribution to revenue At the same time, this area is more effective than other economic sectors, FDI accounts for about 70% of total export turnover, industrial production accounts for nearly 60% (Hai Quan Newspaper, No 10 / 2015) As for the banking sector, the potential of the FDI sector in this sector is enormous in the context of Vietnam's integration with developed economies around the world through agreements trade Consequently, the demand for financial services - banking of FDI enterprises is very large However, the number of foreign banks in Vietnam is not much and the network is limited Therefore, this is the segment of potential customers, reducing the competitive pressure in the development of banking products and services for our commercial banking system However, most FDI enterprises are multinational corporations with investment experience in many countries and have a strong financial foundation and deep international business knowledge It therefore requires banks to provide the most comprehensive and up-to-date service On the other hand, the "landing" of foreign banks in the coming time will cause increased competition pressure on domestic banks in this segment of customers Therefore, at this point the commercial banking system needs more measures to get closer and faster to this potential customer Understanding that market trend, many commercial banks in Vietnam have taken the first steps in promoting cooperation, modeling, finishing products, Item Statistics huuhinh1 huuhinh2 huuhinh3 huuhinh4 huuhinh5 huuhinh6 Item-Total Statistics huuhinh1 huuhinh2 huuhinh3 huuhinh4 huuhinh5 huuhinh6 Reliability Statistics Cronbach's Alpha 837 Items 86 Item Statistics phongcach1 phongcach2 phongcach3 phongcach4 Item-Total Statistics phongcach1 phongcach2 phongcach3 phongcach4 Reliability Statistics Cronbach's Alpha 842 tiepxuc1 tiepxuc2 tiepxuc3 tiepxuc4 tiepxuc5 87 Item-Total Statistics tiepxuc1 tiepxuc2 tiepxuc3 tiepxuc4 tiepxuc5 Reliability Statistics Cronbach's Alpha 898 Items Item Statistics tinnhiem1 tinnhiem2 tinnhiem3 tinnhiem4 tinnhiem5 88 Item-Total Statistics tinnhiem1 tinnhiem2 tinnhiem3 tinnhiem4 tinnhiem5 Reliability Statistics Cronbach's Alpha Items 768 Item Statistics hinhanh1 hinhanh2 hinhanh3 89 Item-Total Statistics hinhanh1 hinhanh2 hinhanh3 Reliability Statistics Cronbach's Alpha 773 chatluong1 chatluong2 chatluong3 chatluong4 Item-Total Statistics chatluong1 chatluong2 chatluong3 chatluong4 KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy Bartlett's Test of Sphericity 90 Total Variance Explained Compo nent 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 Extraction Method: Principal Component Analysis Component Matrix 91 a thuantien1 thuantien2 thuantien3 thuantien4 huuhinh1 huuhinh2 huuhinh3 huuhinh4 huuhinh5 huuhinh6 phongcach1 phongcach2 phongcach3 phongcach4 tiepxuc1 tiepxuc2 tiepxuc3 tiepxuc4 tiepxuc5 tinnhiem1 tinnhiem2 tinnhiem3 tinnhiem4 tinnhiem5 hinhanh1 hinhanh2 hinhanh3 Extraction Method: Principal Component Analysis a components extracted 92 Rotated Component Matrix a thuantien1 thuantien2 thuantien3 thuantien4 huuhinh1 huuhinh2 huuhinh3 huuhinh4 huuhinh5 huuhinh6 phongcach1 phongcach2 phongcach3 phongcach4 tiepxuc1 tiepxuc2 tiepxuc3 tiepxuc4 tiepxuc5 tinnhiem1 tinnhiem2 tinnhiem3 tinnhiem4 tinnhiem5 hinhanh1 hinhanh2 hinhanh3 Extraction Method: Principal Component Analysis Rotation Method: Varimax with Kaiser Normalization a Rotation converged in iterations 93 Component Extraction Method: Principal Component Analysis Rotation Method: Varimax with Kaiser Normalization Pearson thuantien huuhinh phongcach tiepxuc tinnhiem hinhanh chatluong ** Correlation is significant at the 0.01 level (2-tailed) * Correlation is significant at the 0.05 level (2-tailed) Sig (2-tailed) N Pearson Sig (2-tailed) N Pearson Sig (2-tailed) N Pearson Sig (2-tailed) N Pearson Sig (2-tailed) N Pearson Sig (2-tailed) N Pearson Sig (2-tailed) N 94 Descriptive Statistics chatluong thuantien huuhinh phongcach tiepxuc tinnhiem hinhanh Correlations Pearson Correlation Sig (1-tailed) N 95 Variables Entered/Removed Model Va hinhanh, phongcach, tiepxuc, huuhinh, thuantien, tinnhiem b a Dependent Variable: chatluong b All requested variables entered Mo R del a 886 a Predictors: (Constant), hinhanh, phongcach, tiepxuc, huuhinh, thuantien, tinnhiem b Dependent Variable: chatluong Model Regression Residual Total a Dependent Variable: chatluong b Predictors: (Constant), hinhanh, phongcach, tiepxuc, huuhinh, thuantien, tinnhiem a 96 Coefficients a Model (Constant) thuantien huuhinh phongcach tiepxuc tinnhiem hinhanh a Dependent Variable: chatluong Collinearity Diagnostics a Mod Dimens el ion a Dependent Variable: chatluong 97 ... for customers 21 CHAPTER 2: REALITY OF SATISFACTION OF FDI ENTERPRISE CUSTOMERS TOWARDS PRODUCTS AND SERVICES OF TECHCOMBANK – BAC NINH BRANCH 2.1 Introduction of Techcombank – Bac Ninh Branch and. .. satisfaction of FDI enterprises towards the products and services of commercial banks Chapter 2: Reality of satisfaction of FDI enterprise customers towards products and services of Techcombank – Bac Ninh. .. on FDI enterprises and satisfaction of FDI enterprises towards the products and services of commercial banks - Present the reality of satisfaction of FDI enterprise customers towards products and