(Luận văn thạc sĩ) một số đề xuất nhằm nâng cao chất lượng cung cấp dịch vụ tài khoản thanh toán cá nhân tại techcombank

VIETNAM NATIONAL UNIVERSITY, HANOI SCHOOL OF BUSINESS PHUNG THI PHUONG THAO SOME SUGGESTIONS TO IMPROVE CURRENT ACCOUNT SERVICE ENHANCEMENT AT TECHCOMBANK Major: Business Administration Code: 60 34 05 MASTER OF BUSINESS ADMINISTRATION THESIS Supervisors: Dr Tran Doan Kim Ha Noi, 2012 ABSTRACT SOME SUGGESTIONS TO IMPROVE CURRENT ACCOUNT SERVICE ENHANCEMENT AT TECHCOMBANK Phung Thi Phuong Thao MBA candidate, ReMBA8 Viet Nam National University, Ha Noi School of Business Supervisors: Dr Tran Doan Kim December, 2012, 101 pages Current Account (CA) is a very important and indispensable meant for not only industrialists, firms, enterprises etc but also for individual customers, who have demand of banking transactions on a daily basis Customers use their CA neither for the purpose of earning interest nor for the purpose of savings, but only for convenience and comfort of the business The CA interest rate, hence, is quite low or event equal to zero The balance from CA, then, becomes a low-price and significant source for banks CA is bringing 10 times profit higher than savings and time deposits; about 2.5 – times higher than loan in NII index Also, as showed in some studies, customers tend to chose bank with their inflow and outflow of CA to be primary bank to have other bank’s service relationships Therefore, banks are focusing on developing current account to be the champion product in market expanding strategy In Vietnam, as information from Vietnam Card Association, there are about ii 20 million people, mainly in cities, joining current account services It makes the urban market which contributing up to 70-80% income and profit from current account, almost saturated It is estimated that “acquiring new customer can cost five times more than the cost of satisfying and retaining current customers” (Philip Kotler, 2001) From this fact, banks are now paying more attention to improve services to satisfy customer who become harder and harder to please The thesis focuses on discovering deeply insides individual customer using current accounts, what the factors of satisfaction are and giving out some initiatives of customer satisfaction improvement iii TABLE OF CONTENTS ACKNOWLEGEMENT i ABSTRACT ii TÓM TẮT iv TABLE OF CONTENTS vi LIST OF TABLES ix LIST OF FIGURES xi CHAPTER LITERATURE REVIEW .1 1.1 CUSTOMER REALATIONSHIP MANAGEMENT .1 1.1.1 Definition .1 1.1.2 IDIC: Four implementation tasks for creating and managing customer relationships .2 1.2 CUSTOMER SATISFACTION 1.2.1 Definition 1.2.2 The role of expectations and perceptions 1.2.2 Service quality and GAP model CHAPTER TECHCOMBANK CASE STUDY 19 2.1 TECHCOMBANK AND CURRENT ACCOUNT SERVICES .19 2.1.1 Techcombank overview 19 2.1.2 Techcombank current account strategy and ambitious plan to 2014 26 2.1.2 Techcombank current account’s performance 28 2.2 A REVIEW OF TECHCOMBANK’S CUSTOMER RELATIONSHIP MANAGEMENT 30 vi 2.2.1 CRM department .30 2.2.2 CRM in process 31 2.3 A REVIEW OF TECHCOMBANK’S SURVEY ON CURRENT ACCOUNTS SERVICE 31 2.3.1 Survey objective 31 2.3.2 Focus group .33 2.3.3 Quantitative survey on customer satisfaction 36 2.3.4 Quantitative survey on customer satisfaction 43 CHAPTER 3: FINDINGS 45 3.1 CRM ACTIVITIES 45 3.2 CUSTOMER GAP ANALYSIS 46 3.3 PROVIDER GAP ANALYSIS 48 3.3.1 Not knowing what customers expect and not selecting the right service designs and standards 48 3.3.2 Not delivering to service designs and standards and not matching performance to promises 50 CHAPTER 4: RECOMMENTATION .56 4.1 INTERNAL TRANING AND COMMUNICATION .56 4.2 KPIs AND SALES ORIENTATION 57 4.3 ENHANCE SERVICE STANDARDZATION .58 4.4 IMPROVEMENT PROCEDURE TO REDUCE SERVING TIME .59 4.5 DEVELOP ALTERNATIVE CHANNEL TO REDUCE OTC WORKLOAD .60 4.6 PRODUCT DESIGN .60 vii 4.7 PAYROLL FORCUS 61 4.8 CRM ENHANCEMENT 63 QUESTIONNAIRE 65 REFERENCES 97 viii LIST OF TABLES Table 2.1: Techcombank current account portfolio to 2014 .27 Table 2.2 : Techcombank CA NIM performance .28 Table 2.3 : Techcombank CA multiple-service Customer ratio .29 Table 2.4 : Techcombank CA’s balance portfolio by products 30 Table 2.5 : Prompt responses to customers’ requests .34 Table 2.6 : Customer satisfaction on Enthusiastic bank staff 34 Table 2.7 : Product structure to fulfill customer needs .35 Table 2.8 : Effective added services 35 Table 2.9: Survey Systematic Sampling – Single Product user 37 Table 2.10: Survey Systematic Sampling – Multiple-Product users 37 Table 2.11: Feedback on customer choice (%) 38 Table 2.11: Other banking services using (%) 38 Table 2.12: Which offer will customers interested in opening ATM card or registering for internet banking with TCB? 38 Table 2.13: Feedback on CA opening and services registered procedure (%) 39 Table 2.14: Feedback on card issuance time (%) 39 Table 2.15: Feedback on Token key issuance time (%) 40 Table 2.16: Customer’ first Chanel chosen .40 Table 2.17: Prompt responses to customers’ requests 40 Table 2.18: Satisfaction level with “Enthusiastic bank staff” 41 Table 2.19 : Product structure to fulfill customer needs 41 Table 2.20 : Effective added services .42 ix Table 2.20 : What factor influences customer to start using a CA ? 42 Table 2.21 : Which factor decide the main bank ? 43 Table 3.1: Data ware-house status 45 Table 3.2: Data avalable sources .46 Table 3.3 : GAP on customer satisfation 48 Table 3.4 : Complaint management 54 Table 3.5 : Sales force activities .55 x LIST OF FIGURES Finger 1.1: IDIC: Analysis and Action (Peppers and Rogers, 2004) Finger 1.2: GAP Model (Parasuraman, A., Zeithaml, V.A and Berry, L.L, 1991) Finger 1.3: Provider Gap (Parasuraman, A., Zeithaml, V.A and Berry, L.L, 1991) Finger 1.4: Provider Gap (Parasuraman, A., Zeithaml, V.A and Berry, L.L, 1991) 10 Finger 1.5: Provider Gap (Parasuraman, A., Zeithaml, V.A and Berry, L.L, 1991) 12 Finger 1.6: Provider Gap (Parasuraman, A., Zeithaml, V.A and Berry, L.L, 1991) 14 Finger 2.1: Current account key proposition [TCB, 2011-2014 strategy] 27 Finger 4.1: Sales model [R&D department, PFS action 2013 plan] 58 Finger 4.2: Customer interactions procedure [TCB, 2011-2014 strategy] 59 Finger 4.2: Product design [R&D department, PFS action 2013 plan] 61 Finger 4.3: Cross-sell process [R&D department, PFS action 2013 plan] 62 Finger 4.4: CRM Capabilities will be mapped [R&D department, PFS action 2013 plan]63 Finger 4.4: CRM assessment Approach [R&D department, PFS action 2013 plan] 64 xi CHAPTER 1: LITERATURE REVIEW This chapter reviews literature relating to the research questions and hypotheses of this study First, the chapter begins with a summary of customer relationship management (CRM); then, the relationships of four implementation tasks for creating and managing customer relationships Finally the definition of customer satisfaction and the impact of factor on customer satisfaction are provided 1.1 CUSTOMER REALATIONSHIP MANAGEMENT 1.1.1 Definition Customer Relationship Management (CRM) is “a set of business practices designed, simply, to put an enterprise into closer and closer touch with its customers, in order to learn more about each one, with the overall goal of making each one more valuable to the firm” (Don Pepper & Martha Rogers, 2004) In a simple world, CRM is a tool helping an enterprise to set up and manage individual customer relationships The CRM is also known by other terms such as integrated marketing communication (Don Schultz), one-to-one relationship management (Don Peppers & Martha Rogers), real time marketing (Regis Mc Kenna), customer intimacy (Michael Treacy & Fred Wiersema)… “CRM is more than just an outgrowth of direct marketing and the advent of new technology It requires new skills, systems, processed and employee mindsets (Philip Kotler, 2001).” The central purpose of CRM are setting up and operating us for the enterprise to focus on increasing the value of customer base, whether through crossselling (getting customers to buy other products or services) or up-selling (944) Saving helps me to keep money for my children in the future (945) (R12) Saving helps me to keep money for my parents at the old age (946) (R13) I open a saving account for myself when I retire (R11) Q39 FINANCIAL PLANNING PERCEPTION SHOWCARD SCALE ROTATE STATEMENTS Here are some statements about many aspects of financial planning For each statement that I'm going to read out, please tell me how strongly you agree with it, using a scale from to where is "Strongly disagree" and is "Strongly agree" [SA] Strongly disagree Somewha t disagree Neither agree nor disagree Somewha t agree Strongly agree (947) (R1) I only worry about having enough left at the end of the month (948) (R2) It is essential to plan for retirement (949) (R3) My family will take care of me so I don't need to plan (950) (R4) I don't earn enough to worry about planning (951) (R5) Financial planning is only for older people (952) (R6) Planning ahead is important for financial independence (953) (R7) It is important to carefully diversify my finances (954) (R8) Planning ahead financially is only for rich people (955) (R9) Financial planning should only be done by experts (956) (R10) I want to plan but I don't know where to start 87 5 5 5 5 BARRIRES AND TRIGGERS OF NOT USING BANK Q40 WHY NO BANK USE SHOWCARD Why have you never used any banking products before?[MA] Code (957) Route I don't trust others with my money 01 I am worried that banks might go bankrupt 02 Having to deposit and withdraw money is a hassle 03 I don't want fees to reduce my funds 04 I have no need because my income is in cash 05 I have no need because I give my money to another (parent/ spouse ect) 06 It is difficult to manage money if I can't see it 07 There are no banks that I like so I don't want to use any of them 08 Financial/ income evidence required 09 Interest penalty incurs due to late payment 10 Because I not have sufficient knowledge about banking or financial services 11 Lengthy application procedures 12 Interest rate is not competitive 13 Other (please specify _) 14 Q41 WHY STOPPED USING BANKS ASK CODE - 11 IN Q13b You mentioned that you have used banks in the past Why did you stop using their services? _ _ (959-962) CUSTOMER PROFILE Q42a ENTERTAINMENT ACTIVITIES SHOWCARD Which entertainment activities have you taken part in in the last months? [MA] 88 Q42b FREQUENCY OF TAKING PART IN ENTERTAINMENT ACTIVITIES ASK THOSE WHO ANSWER IN Error (Missing) A SHOWCARD How often you take part in the following activities? [MA] Q42a (H1) Enter tain ment activi ties (963964) 01 Q42b More than once a day Every day Ever y two days Twic e per week Once per week Once every two week s Once ever y three week s Once every mont h Less frequ ently (965) (R1) Reading newspapers/magazin es (966) (R2) Listening to the radio 02 9 (967) (R3) Watching TV 03 (968) (R4) Surfing the Internet 04 (969) (R5) Watching movies at 05 the cinema (970) (R6) Shopping 06 (971) (R7) Eating out/ Dining out 07 (lunch/ dinner) (972) (R8) Play games 08 (973) (R9) Watching music 09 concert/ events (974) (R10) Playing sports 10 (975) (R11) Travelling (ASK FOR 11 LAST 12 MONTHS) (976) (R12) Going to karaoke bar 12 9 9 9 9 (977) (R13) Watching plays 13 89 (R14) Going to spa (massage/ steaming) 14 (978) (979) (R15) Going to bar/ 15 discotheque (980) (R16) Others (Please 16 specify _) Q43a TRAVELLING IN VIETNAM SHOWCARD ASK FOR CODE 11 IN Q42a For what reasons have you traveled in Vietnam in the past 12 months? [MA] Q43b TRAVELLING ABROAD SHOWCARD ASK FOR CODE 11 IN Q48a For what reasons have you travelled overseas in the past 12 months? [MA] Q43a 9 Q43b (H1) (H1) Travelling in Travelling Vietnam abroad (1016-1025) (1026-1035) (R1) Visiting family/ friends 01 01 (R2) Leisure travel (excluding visiting family/ friends) 02 02 (R3) Business travel 03 03 (R4) Study 04 04 (R5) Other (Please specify ) 05 05 Q44a SHOPPING HABBIT SHOWCARD Where you usually go shopping/ buy things?[MA] Q44b FREQUENT OF SHOPPING SHOWCARD How frequently you go shopping from this place?[SA] Q44c SHOPPING ALLOCATION Providing that all of the money that you spend at all shopping locations is 100%, please let us know how many % you spend at (READ OUT EACH SHOPPING LOCATION CHOSEN AT Q44 a) Q44a Q44b 90 Q44c Buyin g sourc es (H1) Every day (H2) Every other day (H3) At least once a week (H4) 2-3 times a mont h (H5) Once a mont h (H6) Once every 2-3 mont hs (1036 ) (1044 ) (1045 ) (1046 ) (1047 ) (1048 ) (1049 ) (H7) Less than once every mont hs (1050 ) % of expen diture on each locati on (1051 1053) (R1) Wet market 1 1 1 1 _ (1037 ) (1054 1056) (R2) Supermarket 2 2 2 _ (1038 ) (1057 1059) (R3) Convenient store 3 3 3 _ (1039 ) (1060 1062) (R4) Department store 4 4 4 _ (1040 ) (1063 1065) (R5) Hypermarket 5 5 5 _ (1041 ) (1066 1068) (R6) Grocery 6 6 6 _ (1042 ) (1069 1071) (R7) Shopping malls 7 7 7 _ (1043 ) (1072 1074) (R8) Others (specify) 8 8 8 _ Q45 Income allocation SHOWCARD Could you please let us know proportion of your expenditure on each of the below activities each month? (R1) Studying (10751077) (R2) Daily expenses .(10781080) 91 (R3) Travelling .(11151117) (R4) Shopping (Clothes) (11181120) (R5) Purchasing expensive durables .(11211123) (R6) Saving (11241126) (R7) Investment (11271129) (R8) Others (11301132) Q46 FOR INTERVIEWER: Please write down exactly the current occupation of the respondent SHOWCARD STEP 1: INTERVIEWERS TO SHOW CARD AND ASK: "What is your current occupational status?" * If respondents choose code 1/ 6, move to step STEP 2: ASK "What is your full job title?" Note: Based on the following instructions, interviewers to write down carefully full job title as well as circle the appropriate code in the list State Sector Employees 1.1 Governmental institutions Code 2: Head or deputy heads of a department in governmental institutions.E.g chairman of the People's Committee, director/deputy director of Department of Education, etc at district level or higher Code 3: Head or deputy heads of a department in governmental institutions.E.g chairman of the People's Committee, director/deputy director of Department of Education, etc at Ward/commune level Code 4:Specialists/executive, security guards (white-collar workers) Code 5:Workers in production lines/cleaners (blue-collar workers) 1.2 State-owned enterprises Code 2:The managing director/deputy managing director/s and executive committee members Code 3:The head of a department E.g marketing director, the HR director Code 4:The leader of a group under a department Code 4:Specialists/executive, security guards (white-collar workers)" Code 5:Workers in production lines/cleaners (blue-collar workers)" Non-state Sector Employees Code 7: The managing director/deputy managing director/s and executive committee members Code 8: The head of a department E.g marketing director, the HR director Code 9: The leader of a group under a department Coded 10: Specialists/executive, security guards (white-collar workers) Code 11: Workers in production lines/cleaners (blue-collar workers) [SA] 92 Code (1133) Route GOVERNMENT EMPLOYEE (THE GOVERNMENT'S ORGINIZATIONS OR STATE01 OWN COMPANIES) Senior government official 02 Middle government official 03 Low government official 04 Production Worker 05 NON-STATE SECTOR EMPLOYEE 06 Top level management 07 Middle management 08 Low manager 09 Executive/Officer 10 Production Worker 11 EMPLOYER (owners of companies/business establishments having 'employees' 12 on a continuous basis) Owner of a company/agency/farm (10 workers or higher) 13 Owner of a company/agency/farm (1- workers) 14 OWN-ACCOUNT WORKER 15 Investor (real estate, stock,…) 16 Store owner/ individual establishment owner (not having "employees" on a 17 continuous basis) Farmer, logger, fisherman (agriculture, forestry and fishing) 18 Other self-employment (professional, freelancer, own-account driver, vendor, 19 hawker, ) PART-TIME/UNPAID FAMILY WORKER/ UNEMPLOYED 20 Student/ Apprentice 21 Housewife/househusband 22 Retired 23 Family workers 24 Unemployed 25 OTHERS (UNCLASIFIABLE BY STATUS) 26 93 Q47 SHOWCARD INTERVIEWER: Provide definition if necessary What is the highest education you have completed? Code (1136) Route Kindergarten school (including independent kindergarten classes) is an educational unit of the pre-primary education system, admitting children from to years old to take care of and educate Primary school is an educational unit of primary level, comprising classes from grade to grade Secondary school is an educational unit of the secondary level Secondary school is categorized: (1) Lower secondary school (from grade to grade 9); (2) Upper secondary school (from grade 10 to grade 12) University is an educational unit at the university level Its training period lasts from years to years depending on the major for the graduates of the upper secondary schools or professional secondary schools; from to year(s) for the graduates of the colleges of the same major College is an educational and training unit at the college level The three-year training is applied for the graduates of the upper secondary schools or the professional secondary schools Professional secondary school is an educational and training unit at the professional secondary level For the graduates of the lower secondary schools it applies 3- year training, and for the graduates of the upper secondary school, it applies 1- year training [SA] No schooling 01 Some Kindergarten school 02 Complete Kindergarten school 03 Some Primary school (Grades 1-5) 04 Complete Primary school (Grades 1-5) 05 Some Lower Secondary school (Grades 6-9) 06 Complete Lower Secondary school (Grades 6-9) 07 Some Upper Secondary school (Grades 10-12) 08 Complete Upper Secondary school (Grades 10-12) 09 Some Professional Secondary school - Primary level 10 Complete Professional Secondary school - Primary level 11 Some Professional Secondary school - Intermediate level 12 Complete Professional Secondary school - Intermediate level 13 Some College 14 Complete College 15 Some University 16 Complete University 17 94 Some Post graduate degree 18 Complete Post graduate degree 19 Refuse (No SHOWCARD) 20 Q48 MARITAL STATUS SHOWCARD Code (1138) Route What is your current marital status? [SA] Single Married Divorced/ Separated Widow / Widower Refused (no SHOWCARD) Q49a INCIDENCE OF HAVING CHILDREN Do you have any children? [SA] Q49b NUMBER OF CHILDREN ASK THOSE ANSWERED "YES" (CODE IN Error (Missing) A) How many children you have? Q49a Q49b (H1) Number of Having children children (1139) (1140-1141) (R1) Yes (1142-1143) (R2) No Q50 Operations Information Section (R1) Group Leader, Field (11441149) (R2) Coder (11501155) (R3) Encoder (11561161) (R4) Interviewer ID (11621167) (R5) Interviewing date (11681173) 95 (R6) Interviewing length .(11741179) (R7) Start Time (11801219) (R8) End Time (12201225) (R9) Ops Ass./Coor./FS (12261231) (R10) Batch control number (12321237) (R11) Blue ID (12381243) (R12) Province:…………………………………………………… .(12441249) (R13) District:…………………………………………………… (12501255) (R14) Ward:…………………………………………………… (12561261) (R15) Area (Urban= 1; Rural= 2) (12621267) (R16) Sampling level (Level= 1; Level= 2; Others= 3) (12681273) (R17) Quota/ No quota (Quota= 1; No quota= 2) (12741279) 96 REFERENCES  Bachelet, D (1995) “Measuring Satisfaction, or the Chain, the Tree and the Nest” in Brooks, R.(Ed.) 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International handbook of practice based performance management, Sage 101 ... including: Techcombank Phan Chu Trinh (Da Nang), Techcombank Cau Kieu (Lao Cai), Techcombank Van Thanh, Techcombank Phu Tho, Techcombank Nguyen Tat Thanh, Techcombank Quang Trung, Techcombank. .. 2.1: Techcombank current account portfolio to 2014 .27 Table 2.2 : Techcombank CA NIM performance .28 Table 2.3 : Techcombank CA multiple-service Customer ratio .29 Table 2.4 : Techcombank. .. quality 18 = CHAPTER 2: TECHCOMBANK CASE STUDY 2.1 TECHCOMBANK AND CURRENT ACCOUNT SERVICES 2.1.1 Techcombank overview Vietnam Technological and Commercial Joint- stock Bank - Techcombank was established