(Luận văn thạc sĩ) 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 .1 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 Abbreviation Meaning of acronym 3D Three-dimensional images UK United Kingdom IEC International Electrotechical Commission NAPAS JSC National Payment Services Joint stock company ISO International quality standard ATM Automated Teller Machine POS Point of Sale 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, The bank has a beautiful layout The bank has leaflets, brochures, and pictures about its services in both Vietnamese and English The staffs are dressed politely and impressively ‹ The bank has counters with English speaking staff to serve FDI enterprise customers The bank has clear, error-free documents and materials which are also translated into English The bank has a 24-hour customer service hotline The bank’s staffs are always ready to meet the needs of FDI enterprises ‹ Contact with customers The bank staffs are willing to advise customers with products that help them conduct investment projects in accordance with the law of Vietnam The bank always tries to solve FDI enterprises’ problems on cultural differences, communication, etc The bank’s staffs are able to adequately handle FDI enterprises’ complaints due to differences in culture and language Serving Style The of the staff bank’s staffs qualifications, good have ability good to communicate in English, and good knowledge of cultural customs of different countries 83 The bank's staffs always provide necessary service information for FDI enterprises to better understand the products with special characteristics of Vietnamese culture The bank's staffs respond accurately and clearly to customer inquiries (including personal questions about the investment law of Vietnam) You are completely satisfied with the bank’s services You will definitely use the bank’s Customer satisfaction services in the future You will recommend your friends and family to use the bank’s services You are willing to wait to use the bank’s services without complaining The third part: The contribution of individuals with services of Techcombak – Bac Ninh Branch in the future He / She kindly said his personal opinion in perfecting the service quality of Techcombak – Bac Ninh Branch in the future ……………………………………………………………………………………… ……………………………………………………………………………………… ……………………………………………………………………………………… ……………………………………………………………………………………… ……………………………………………………………………………………… ……………………………………………………………………………………… ……………………………………………………………………………………… 84 Appendix2 : The results of data analysis Reliability Statistics Cronbach's N of Alpha Items 864 Item Statistics Mean Std N Deviation thuantien1 3.39 1.140 337 thuantien2 3.31 1.026 337 thuantien3 3.75 1.151 337 thuantien4 3.63 1.039 337 Item-Total Statistics Scale Mean Scale Corrected Cronbach's if Item Variance if Item-Total Alpha if Deleted Item Correlation Item Deleted Deleted thuantien1 10.68 7.789 695 834 thuantien2 10.77 8.266 711 828 thuantien3 10.33 7.524 739 816 thuantien4 10.45 8.201 711 828 Reliability Statistics Cronbach's Alpha N of Items 855 85 Item Statistics Mean Std N Deviation huuhinh1 3.39 971 337 huuhinh2 3.72 918 337 huuhinh3 3.86 938 337 huuhinh4 3.61 936 337 huuhinh5 3.55 993 337 huuhinh6 3.39 900 337 Item-Total Statistics Scale Mean Scale Corrected Cronbach's if Item Variance if Item-Total Alpha if Deleted Item Correlation Item Deleted Deleted huuhinh1 18.13 12.876 685 823 huuhinh2 17.80 13.725 591 841 huuhinh3 17.66 13.153 670 826 huuhinh4 17.92 13.306 645 831 huuhinh5 17.98 13.267 599 840 huuhinh6 18.14 13.368 670 827 Reliability Statistics Cronbach's N of Alpha Items 837 86 Item Statistics Mean Std N Deviation phongcach1 3.39 886 337 phongcach2 3.61 979 337 phongcach3 3.84 975 337 phongcach4 3.57 943 337 Item-Total Statistics Scale Mean Scale Corrected Cronbach's if Item Variance if Item-Total Alpha if Deleted Item Correlation Item Deleted Deleted phongcach1 11.01 6.110 622 813 phongcach2 10.79 5.564 671 792 phongcach3 10.56 5.301 751 755 phongcach4 10.83 5.853 631 809 Reliability Statistics Cronbach's N of Alpha Items 842 Item Statistics Mean Std N Deviation tiepxuc1 3.64 991 337 tiepxuc2 3.66 979 337 tiepxuc3 3.25 922 337 tiepxuc4 3.48 955 337 tiepxuc5 3.47 1.012 337 87 Item-Total Statistics Scale Mean Scale Corrected Cronbach's if Item Variance if Item-Total Alpha if Deleted Item Correlation Item Deleted Deleted tiepxuc1 13.86 9.781 597 823 tiepxuc2 13.84 9.974 572 830 tiepxuc3 14.25 9.722 677 802 tiepxuc4 14.02 9.750 638 812 tiepxuc5 14.03 8.892 754 778 Reliability Statistics Cronbach's N of Alpha Items 898 Item Statistics Mean Std N Deviation tinnhiem1 3.61 1.064 337 tinnhiem2 3.58 994 337 tinnhiem3 3.81 1.093 337 tinnhiem4 3.44 1.013 337 tinnhiem5 3.37 1.025 337 88 Item-Total Statistics Scale Mean Scale Corrected Cronbach's if Item Variance if Item-Total Alpha if Deleted Item Correlation Item Deleted Deleted tinnhiem1 14.21 11.776 856 851 tinnhiem2 14.24 13.195 689 888 tinnhiem3 14.01 11.970 793 866 tinnhiem4 14.38 13.326 649 897 tinnhiem5 14.45 12.594 758 874 Reliability Statistics Cronbach's N of Alpha Items 768 Item Statistics Mean Std N Deviation hinhanh1 3.44 1.062 337 hinhanh2 3.55 1.034 337 hinhanh3 3.49 1.006 337 89 Item-Total Statistics Scale Mean Scale Corrected Cronbach's if Item Variance if Item-Total Alpha if Deleted Item Correlation Item Deleted Deleted hinhanh1 7.04 3.159 607 682 hinhanh2 6.93 3.191 627 658 hinhanh3 7.00 3.437 570 721 Reliability Statistics Cronbach's N of Alpha Items 773 chatluong1 chatluong2 chatluong3 chatluong4 chatluong1 chatluong2 chatluong3 chatluong4 Item Statistics Mean Std Deviation 3.66 535 3.35 570 3.64 538 3.40 564 N 337 337 337 337 Item-Total Statistics Scale Mean Scale Corrected Cronbach's if Item Variance if Item-Total Alpha if Deleted Item Correlation Item Deleted Deleted 10.39 1.757 604 705 10.70 1.700 589 712 10.41 1.819 545 735 10.65 1.739 567 724 KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy Approx Chi-Square Bartlett's Test of df Sphericity Sig 90 798 4117.742 351 000 Total Variance Explained Compo Initial Eigenvalues Extraction Sums of nent Squared Loadings Total % of Cumulat Total % of Cumulat Varianc ive % Varianc ive % e e 3.871 14.336 14.336 3.871 14.336 14.336 3.479 12.885 27.220 3.479 12.885 27.220 3.125 11.575 38.796 3.125 11.575 38.796 2.839 10.513 49.309 2.839 10.513 49.309 2.533 9.382 58.690 2.533 9.382 58.690 2.044 7.570 66.260 2.044 7.570 66.260 734 2.717 68.977 704 2.608 71.585 649 2.403 73.988 10 631 2.338 76.327 11 562 2.081 78.407 12 544 2.016 80.424 13 504 1.866 82.290 14 499 1.849 84.139 15 441 1.634 85.773 16 434 1.608 87.381 17 421 1.561 88.941 18 393 1.456 90.397 19 375 1.389 91.786 20 365 1.351 93.137 21 345 1.278 94.415 22 319 1.181 95.597 23 295 1.094 96.691 24 279 1.032 97.723 25 238 880 98.604 26 213 788 99.392 27 164 608 100.000 Extraction Method: Principal Component Analysis Component Matrixa 91 Rotation Sums of Squared Loadings Total % of Cumulat Varianc ive % e 3.582 13.265 13.265 3.537 13.101 26.366 3.112 11.526 37.892 2.863 10.605 48.497 2.721 10.076 58.573 2.075 7.687 66.260 Component thuantien1 thuantien2 thuantien3 thuantien4 huuhinh1 525 huuhinh2 huuhinh3 594 huuhinh4 513 huuhinh5 huuhinh6 545 phongcach1 586 phongcach2 656 phongcach3 672 phongcach4 577 tiepxuc1 575 tiepxuc2 tiepxuc3 510 tiepxuc4 tiepxuc5 540 tinnhiem1 707 tinnhiem2 565 tinnhiem3 692 tinnhiem4 560 tinnhiem5 688 hinhanh1 hinhanh2 hinhanh3 Extraction Method: Principal Component Analysis a components extracted 92 -.501 -.528 -.508 519 535 538 803 830 788 Rotated Component Matrixa Component 826 843 856 841 797 719 781 761 724 783 thuantien1 thuantien2 thuantien3 thuantien4 huuhinh1 huuhinh2 huuhinh3 huuhinh4 huuhinh5 huuhinh6 phongcach1 phongcach2 phongcach3 phongcach4 tiepxuc1 737 tiepxuc2 717 tiepxuc3 810 tiepxuc4 777 tiepxuc5 862 tinnhiem1 916 tinnhiem2 801 tinnhiem3 870 tinnhiem4 766 tinnhiem5 849 hinhanh1 hinhanh2 hinhanh3 Extraction Method: Principal Component Analysis Rotation Method: Varimax with Kaiser Normalization a Rotation converged in iterations 93 788 815 871 795 827 839 808 Component Transformation Matrix Component 733 661 -.057 106 101 -.474 519 609 364 022 442 -.533 544 442 074 -.161 -.049 -.410 495 746 038 -.005 396 -.644 653 -.121 086 -.076 -.027 009 Extraction Method: Principal Component Analysis Rotation Method: Varimax with Kaiser Normalization Correlations thuantie huuhin phongca tiepxuc n h ch Pearson 029 056 098 Correlation thuantien Sig (2-tailed) 598 308 074 N 337 337 337 337 Pearson 029 018 041 Correlation huuhinh Sig (2-tailed) 598 745 455 N 337 337 337 337 Pearson 056 018 -.017 Correlation phongcach Sig (2-tailed) 308 745 756 N 337 337 337 337 Pearson 098 041 -.017 Correlation tiepxuc Sig (2-tailed) 074 455 756 N 337 337 337 337 Pearson 009 087 022 -.047 Correlation tinnhiem Sig (2-tailed) 870 109 687 392 N 337 337 337 337 Pearson 012 -.043 000 027 Correlation hinhanh Sig (2-tailed) 824 434 996 616 N 337 337 337 337 Pearson 571** 365** 352** 348** Correlation chatluong Sig (2-tailed) 000 000 000 000 N 337 337 337 337 ** Correlation is significant at the 0.01 level (2-tailed) * Correlation is significant at the 0.05 level (2-tailed) 94 030 -.046 154 -.040 012 986 tinnhie hinhan chatluo m h ng 009 012 571** 870 337 824 337 000 337 087 -.043 365** 109 337 434 337 000 337 022 000 352** 687 337 996 337 000 337 -.047 027 348** 392 337 616 337 000 337 055 403** 337 312 337 000 337 055 133* 312 337 337 014 337 403** 133* 000 337 014 337 337 Descriptive Statistics Mean Std Deviation chatluong 3.51 426 thuantien 3.52 919 huuhinh 3.63 718 phongcach 3.60 775 tiepxuc 3.50 761 tinnhiem 3.56 875 hinhanh 3.49 855 Pearson Correlation Sig (1-tailed) N chatluo ng chatluong 1.000 thuantien 571 huuhinh 365 phongcach 352 tiepxuc 348 tinnhiem 403 hinhanh 133 chatluong thuantien 000 huuhinh 000 phongcach 000 tiepxuc 000 tinnhiem 000 hinhanh 007 chatluong 337 thuantien huuhinh phongcach tiepxuc tinnhiem hinhanh 337 337 337 337 337 337 N 337 337 337 337 337 337 337 Correlations thuantie huuhin phongca tiepxuc tinnhie hinhan n h ch m h 571 365 352 348 403 133 1.000 029 056 098 009 012 029 1.000 018 041 087 -.043 056 018 1.000 -.017 022 000 098 041 -.017 1.000 -.047 027 009 087 022 -.047 1.000 055 012 -.043 000 027 055 1.000 000 000 000 000 000 007 299 154 037 435 412 299 373 228 054 217 154 373 378 343 498 037 228 378 196 308 435 054 343 196 156 412 217 498 308 156 337 337 337 337 337 337 337 337 337 337 337 337 337 337 337 337 337 337 95 337 337 337 337 337 337 337 337 337 337 337 337 337 337 337 337 337 337 337 337 337 337 337 337 Variables Entered/Removeda Model Variables Variables Entered Removed Method hinhanh, phongcach, tiepxuc, Enter huuhinh, thuantien, tinnhiemb a Dependent Variable: chatluong b All requested variables entered Model Summaryb Mo R del R Adjusted Std Error Change Statistics Squar R of the R F e Square Estimate Square Chan Change ge 886a 784 781 199 784 df1 Durbin- df2 Sig F Watson Change 200.1 73 330 000 a Predictors: (Constant), hinhanh, phongcach, tiepxuc, huuhinh, thuantien, tinnhiem b Dependent Variable: chatluong ANOVAa Model Sum of df Mean Square F Sig Squares Regression 47.761 Residual 13.123 330 Total 60.884 336 7.960 200.173 040 a Dependent Variable: chatluong b Predictors: (Constant), hinhanh, phongcach, tiepxuc, huuhinh, thuantien, tinnhiem 96 000b 1.757 Coefficientsa Model Unstandardized Standardize Coefficients d t Sig Collinearity Statistics Coefficient s B Std Error Beta Toleranc VIF e (Constant) -.034 112 -.307 759 thuantien 236 012 510 19.824 000 986 1.014 huuhinh 181 015 305 11.843 000 987 1.013 phongcach 173 014 315 12.292 000 996 1.004 tiepxuc 171 014 306 11.871 000 985 1.015 tinnhiem 181 013 373 14.471 000 986 1.015 hinhanh 055 013 111 000 994 1.007 4.338 a Dependent Variable: chatluong Collinearity Diagnosticsa Mod Dimens Eigenval Condition el ion ue Index Variance Proportions (Consta thuanti huuhi phongc tiepxu tinnhi hinha nt) en nh ach c em nh 6.745 1.000 00 00 00 00 00 00 00 062 10.411 00 58 00 00 02 23 11 055 11.087 00 01 03 01 03 32 60 049 11.726 00 34 06 13 21 18 12 045 12.269 00 00 02 60 33 04 01 036 13.599 00 00 67 08 23 12 01 008 29.099 1.00 07 22 19 17 10 14 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