Evaluating service quality and individual customer satisfaction with retail banking service in vietinbank hanoi branch

Cohort 2015 - 2017 MASTER’S THESIS EVALUATING SERVICE QUALITY AND INDIVIDUAL CUSTOMER SATISFACTION WITH RETAIL BANKING SERVICE IN VIETINBANK - HANOI BRANCH Author: Nguyen Quang Hung Supervisor: Dr Dao Tung Hanoi, June 2017 ACKNOWLEDGMENT First of all, I would like to send my sincere thanks to the lecturers, especially to my supervisor Dr Dao Tung for their devoted attention, lessons and guidance, which have equipped me with key knowledge and essential skills throughout the course More importantly, everything I have learned here would undoubtedly help me tremendously in my work in the future I would also like to thank International School - Vietnam National University, Nantes University for useful supports during studying and researching to complete this paper This course has equipped and improved and added a lot of knowledge about the different areas In addition, the course also helps me to have a relationship, have the opportunity to share information and learn from other students in the program I am pleased to gratitude leaders and employees of the The Vietinbank – Hanoi Branch for their enthusiastic support and creating favorable conditions for me to have more useful information to complete thesis In my thesis will not avoid the shortcomings I look forward to receiving comments from lectures and students so that I can add to complete this paper Sincere thanks Author Nguyen Quang Hung i ABBREVIATIONS VietinBank Vietnam Commercial Bank for Industry joint stock and Trade SERQUAL Service Quality SME Small and medium enterprises IFC International Finance Corporation VNBA Vietnam Banking Association AABA Asian Bankers' Association SWIFT Interbank Financial Telecommunication Association EWS Early Warning System OTP One Time Password M&A Mergers and Acquisitions KMO Kaiser-Meyer-Olkin VIF Variance inflation factor NPL nonperforming loan WB World Bank WTO World Trade Organization LIST OF GRAPHS, FIGURES AND TABLES Table 2.1 Encoded data Table 2.2 Cronbach alpha values and internal consistency Table 3.1 VietinBank’s growth in total assets, shareholders’ equity and charter capital Table 3.2 Vietinbank’s growth in profits in the period from 2012 to 2016 Table 3.3 Vietinbank’s growth rate and mobilized capital structure in the period of 2012-2016 Table 3.4 The growth rate and loan structure of Vietinbank in the period of 2012-2016 Table 3.5 Back payment and indicator of loan balances by quality Table 3.6 Payment service activities period of 2012-2016 Table 3.7 Vietinbank’s market share of payment cards in the period 2012-2016 Table 3.8 Vietinbank’s POS market share in the period 2012-2016 Table 3.9 Vietinbank’s guarantee service turnover in the period 2012-2016 ii Table 3.10 Data description Table 3.11 Gender distribution among 123 participants Table 3.12 Reliability of scale Table 3.13 Exploratory factor analysis for service quality scale Table 3.14 Reliability statistics and factor analysis for service quality scale – 2nd time Table 3.15 Exploratory factor analysis of customer satisfaction scale Table 3.16 Correlations Table 3.17 Collinearity Statistics Table 3.18 Regression analysis summary Table 3.19 Regression analysis – the second time Table 3.20 Hypotheses tested results Table 3.21 Perception on retail banking service quality at Vietinbank-Hanoi branch Figure 3.1 Vietinbank’s market share of mobilization capital period of 2012-2016 Figure 3.2 Vietinbank’s market share of gross loan in Vietnamese banking industry in the period of 2012-2016 Figure 3.3 Age distribution among 123 participants Figure 3.4 Kind of services used by 123 participants Figure 3.5 Research model – Version Figure 3.6 Regression Standardized Residual Figure 3.7 Research model result iii TABLE OF CONTENTS ACKNOWLEDGMENT i ABSTRACT vii INTRODUCTION 1 Problem identification Research objectives and questions 2.1 Research objectives 2.2 Research questions Research scope, objects and methods 3.1 Objects 3.2 Research scope 3.3 Research methods Contributions of the research Structure of the thesis CHAPTER - THEORETICAL FRAMEWORK 1.1 Conceptual framework on retail banking service 1.1.1 Concepts of retail banking 1.1.2 Retail banking features 1.1.3 The role of retail banking 1.1.4 Products and service categories of retail banking 1.2 Retail banking service quality 1.2.1 Concepts of service, bank service and service quality 1.2.2 Major aspects of service quality and measuring 10 1.2.3 Service quality and customer satisfaction 13 1.2.3.1 Concepts of customer satisfaction 13 1.2.3.2 Relationship between service quality and customer satisfaction 13 1.3 The factors influencing on retail banking service quality 14 1.4 The necessary to improve the retail banking services quality 16 1.5 Research model and hypotheses 16 1.5.1 Research model 16 1.5.2 Hypotheses 17 CHAPTER - RESEARCH CONTEXT AND METHODOLOGY 19 iv 2.1 Overview of Vietnam Joint Stock Commercial Bank for Industry and Trade (Vietinbank) 19 2.2 About Vietinbank - Hanoi branch, N0 Ngo Quyen street, Hanoi 22 2.3 Research Methods 25 2.3.1 Design Questionnaires 25 2.3.2 Sampling and collecting data 26 2.3.3 Analyzing data plan 27 2.3.3.1 Cronbach’s alpha coefficient analysis 28 2.3.3.2 Exploratory factor analysis 29 2.3.3.3 Regression analysis 30 CHAPTER - ANALYSIS OF SITUATION OF RETAIL BANKING SERVICE QUALITY IN VIETINBANK – HANOI BRANCH AND SURVEY RESULTS 32 3.1 VietinBank’s business results in period from 2012-2016 32 3.1.1 The growth in total assets, shareholders' equity and charter capital 32 3.1.2 The growth in profits 33 3.2 The reality of retail banking services development in Vietinbank in the period from 2012-2016 33 3.2.1 The development reality of Vietinbank’s capital mobilization service in the period of 2012-2016 33 3.2.2 The reality of loaning and investment services activities 36 3.2.3 The reality of payment service activities 40 3.2.4 The reality of card service activities and POS 41 3.2.5 The reality of Guarantee services 43 3.2.6 The reality of internet banking service activities 45 3.3 Evaluating the quality of retail banking services in Vietinbank – Hanoi branch in the period from 2012-2016 45 3.4 Research result and analysis 48 3.4.1 Data description 49 3.4.1.1 Gender 50 3.4.1.2 Age 50 3.4.1.3 Vietinbank retail banking service using 51 3.4.2 Reliability analysis and scale 51 3.4.2.1 Reliability analysis 51 3.4.2.1 Reliability of scale 52 v 3.5 Exploratory factor analysis 55 3.5.1 Exploratory factor analysis of retail banking service quality scale 55 3.5.2 Exploratory factor analysis of customer satisfaction scale 58 3.5.3 Research model – Version 59 3.6 Regression analysis 60 3.6.1 Regression analysis 60 3.6.2 Research model and hypotheses tested result 63 CHAPTER - FINDINGS AND DISCUSSION 65 4.1 Assessment of perceived retail banking service quality at Vietinbank - Hanoi branch 65 4.2 Impact of retail banking service quality factors on customer satisfaction at Vietinbank-Hanoi branch 66 4.3 Suggestions to improve service quality and customer satisfaction at Vietinbank Hanoi branch 67 4.3.1 Improve RESPONSIVENESS and RELI-ASS components 67 4.3.2 Improve EMPATHY component 68 4.3.3 Improve other components of retail banking service quality 69 CONCLUSION 70 REFERENCES 71 APPENDIXES 73 vi ABSTRACT In retail banking, quality of service plays a vital role in the context of sustained business survival and growth The relationship between a bank and its customers must be a permanent and lasting one, which needs to be maintained with good quality services An attempt has been made to ascertain the level of satisfaction of customers with regards to retail banking services in Vietinbank-Hanoi branch This study assesses customer satisfaction of service quality and determines whether services provided by the selected private banks are acceptable to Vietinbank-Hanoi branch’s customers based on various levels of customer opinion regarding service quality The methodology is based on primary data collected through a well-structured questionnaire administered on a sample size of 123 respondents randomly selected from Vietinbank-Hanoi branch In order to assess the customer satisfaction in relation to the quality of service, SERVQUAL model with five attributes were used to create a better understanding of the relationship between the attributes and customer satisfaction, by focusing on the retail banking industry in Vietinbank-Hanoi branch Data used in making analysis was collected from conducting survey at VietinbankHanoi branch Based on 123 valid responses from customers, the study indentified three components RELI-ASS (reliability combined with assurance), RESPONSIVENESS, and EMPATHY which explain customers’ evaluation of perceived service quality at Vietinbank-Hanoi branch The results indicate that Vietinbank-Hanoi branch’s service quality is assessed with a fairly high level in customers’ perception Furthermore, the relationship between these service quality components and customer satisfaction is also investigated through regression analysis As the result showed, these three components of service quality have positive relationship with customer satisfaction in which RESPONSIVENESS has the most significant impact on customer satisfaction level In addition, based on these findings, the thesis also gives some suggestions for VietinbankHanoi branch to further improve service quality and customer satisfaction level Key words: Retail banking service, products, reality, customer satisfaction, effective use vii INTRODUCTION Problem identification International integration has opened up development opportunities and also brought many challenges to Vietnam's banking service providers due to fierce competition with foreign bankers, who are not only strong in financial strength but also have extensive experience in developing modern banking services Competitive pressure on banking service provision and the rapid development of information technology have led retail banking providers intensively come close to groups of individual customers, small and medium enterprises With a population of 90 million people approximately and their incomes increasingly, Vietnam is a potential market for commercial banks as non-cash payment target is focused Therefore, a retail banking development strategy of Vietnam Commercial Bank for Industry joint stock and Trade (Vietinbank)- Hanoi branch will focus on individual customers with diversified and professional retail products which convenient to the needs and capabilities of different objects/customer segments Its objective is to build a secure, high-quality and secure retail banking system based on enhanced international economic integration and expanding retail banking services market accordance with the commitments of bilateral and multilateral At the same time it also applies advanced banking technology and develops appropriately its distribution network to provide retail banking products and services sufficiently, conveniently and at the right time for all types of customers The consumer trend always changes according to their life's need so it requires Vietinbank Hanoi branch must have new development strategies and solutions as an oriented multi-functional retail bank To meet customers' increasingly demand for banking services, as well as run a fierce competition race among bankers, Vietinbank – Hanoi branch is trying to expand its network, diversify retail products, improve services quality and enhance the customer service style to achieve sooner its goals namely becoming a leading multifunctional retail financial group; developing a retail banking system on par with regional countries in terms of categories, quality and competitiveness; step by step improving the prestige and brand of VietinBank in the international financial market From this fact, the author has chosen the research topic "Evaluating service quality and individual customer satisfaction in retail banking service of Vietnam Commercial Bank for Industry joint stock and Trade - Hanoi Branch" Research objectives and questions 2.1 Research objectives The paper focuses on researching and analyzing to systematize and clarify retail banking activities, retail banking service quality The study also looked at the relationship between individual customer satisfaction and service quality by applying SERQUAL model to analyze collected data of survey It evaluated the reality of the retail banking business activities in Vietinbank – Hanoi branch and their customer satisfaction on this service quality Thereby, the paper proposed some solutions to improve the retail banking services quality at VietinBank - Hanoi branch in the future as well as individual customer satisfaction 2.2 Research questions In this study, the author will find out the answers to following three questions: i How are the relationship between the retail banking service quality and customer satisfaction? ii What factors effect customer satisfaction on the retail banking service quality of VietinBank-Hanoi branch? iii What solutions improve the retail banking service quality of VietinBank-Hanoi city branch? Research scope, objects and methods 3.1 Objects The study’s objects include the retail banking service quality of VietinBank-Hanoi branch and factors effect on the retail banking service quality in VietinBank-Hanoi branch So I also based on result of individual customer satisfaction survey to access the quality of these retail banking services From those collected data and analysis results will formed the basics for determining and selecting the later solution for Vietinbank -Hanoi branch 3.2 Research scope The study mentioned the factors impact individual customer satisfaction on the retail banking service quality of VietinBank-Hanoi branch and the relationship between the retail banking service quality and customer satisfaction Therefore, it is not only stopped at testing the theories regarding retail banking service quality and the models used to measure customer satisfaction but further, it is the way for me to apply the knowledge, skills and my experiences into the construction of the strategy for a specific enterprise, from that contribute the useful point in business activities of Vietinbank – Hanoi branch where I am bank can increase these abilities by unit, it would contribute to an increase in overall customer satisfaction by 0.27 units Adjusted R-square value of 0.64 indicated that these three service quality component can explain 64% of the variance in customer satisfaction The remaining 36% can be explained by other factor such as brand’s image, advertising activities, social responsibility, etc It was clear that three service quality components together determine customer satisfaction level in Vietinbank-Hanoi branch Although level of each factor’s impact is different, they are all important factors which are needed attention and further improvement 4.3 Suggestions to improve service quality and customer satisfaction at VietinbankHanoi branch 4.3.1 Improve RESPONSIVENESS and RELI-ASS components The research result showed that RESPONSIVENESS has the most significant influence on customer satisfaction Therefore, in order to enhance customer satisfaction level, Vietinbank-Hanoi branch should firstly pay attention to improve its RESPONSIVENESS ability They need to invest more in human resource development because employees play an important role in this bank’s ability Besides, investing in human resource also helps Vietinbank-Hanoi branch improve the RELIABILITY and ASSURANCE ability Since with professional qualifications and skills, employees can built trust in customers, and can perform services accurately as promised Here are some specific suggestions for Vietinbank-Hanoi branch: - Vietinbank-Hanoi branch should have attracting-talents policies, and recruit right people to right positions The bank should analyze jobs at all positions to indentify the duties and human requirements for each of them Human resource department needs decide which positions are open and build strategic plan to seek suitable people Selecting process should be clear and careful to ensure that people selected have enough necessary professional qualifications and skills for the jobs Besides, candidates who have interest and passion in banking service should be preferred because if they have interest and passion in their work, they will always want to perform transactions With these employees, serving customers is happiness rather than just responsibility - After recruiting qualified employees, the bank needs to train them Each job has its own particular tasks and characteristics Working in a bank not only requires deep understandings about transaction processes, but also requires flexibility in serving different customers, gentle behaviors and attitudes in communication Therefore, after have qualified 67 employees, the bank should keep improving their skills by training to meet increasing requirements of customers - The bank should establish suitable compensation policies for employees The open economy provides many working opportunities for people today, especially with experienced employees who worked in a bank Thus, to hold employees’ loyalty and dedication with Vietinbank-Hanoi branch, it is necessary to offer strategic benefit policies for employees Besides salary and other social welfares, the bank may provide its employees personal privileges when they make transactions or use banking services at Vietinbank-Hanoi branch These policies, on one hand, will keep employees together with the bank; on the other hand, will give them more motivations to work better and better - Besides the roles of employees in bank’s ability to perform services accurately and on time right at the first time, service processes are also very important The bank should continuously improve service processes to create comfortable for customers By improving service processes, the bank may shorten transaction time, enhance accuracy and safety levels of all processes, then provide highest utility of services for customers Additionally, the bank should usually inspect service quality to ensure about customer satisfaction 4.3.2 Improve EMPATHY component EMPATHY is also an important factor influencing customer satisfaction Increasing EMPATHY means increasing the care providing for individual customer Thus the bank should further pay attention to customer caring such as: - With each different customer, the bank should deeply understand their specific needs and help them to choose suitable services Then, employees consult customers to get largest benefits for them - In some special occasions such as customer’s birthday, New Year, etc, the bank may send customers best wishes or gifts These actions express meticulous care from the bank to customers - Attracting customers is extremely important, but maintaining customers’ loyalty is also equally important Vietinbank-Hanoi branch should implement preferential customer policies to maintain the loyalty of its customers That helps the bank build close relationships with customers (especially with long-term customers) by offering them preferential policies such as customer care on holidays, birthdays; providing VIP cards; giving preferential interest rate, etc… - The bank should diversify list of services to meet to various needs of customers The diversification will help Vietinbank-Hanoi branch attract more types of customers 68 while also help customers find the most suitable service that may ensure their interests and reduce risks for them To that, the bank should make market research to find potential needs of customers before effectively diversifying its services base on market demand 4.3.3 Improve other components of retail banking service quality Besides suggestions to improve three factors responsiveness, reliability-assurance, and empathy, to wholly improve service quality and gain customer satisfaction, there are some other suggestions: - Vietinbank-Hanoi branch should invest in physical facilities of the bank At first, appearance of the bank and its staffs is very important in building the bank’s image for customers Thus, Vietinbank-Hanoi branch should have suitable investment in staffs’ uniforms, physical facilities at transaction centers, or materials providing for customers, etc… to better build a professional image of the bank Besides, with up-to-date facilities, it will be more convenient and comfortable to perform transactions - They should adjust service fees to attain competitive prices compared with rivals Price is always considered when a person purchases any product or service To have reasonable prices, on one hand, Vietinbank-Hanoi branch should continually update service fees of its competitors; on the other hand, the bank keeps improving banking technology to save labor force but still improve work efficiency and enhance productivity - The bank should have strategic marketing plan to better approach potential customers In a highly competitive environment nowadays, banks cannot wait for customers coming to make transactions, but they need to find the ways to approach potential customers Being not an exception, Vietinbank-Hanoi branch must have good marketing activities to widely bring Vietinbank-Hanoi branch’s image to customers and attract their attentions to the bank’s services As a result, the bank may increase number of customers and expand its business activities Last but not least, besides activities to internally improve service quality as suggested above, Vietinbank-Hanoi branch should strengthen relationship with other banks in order to form a block of banks This block will not only help Vietinbank-Hanoi branch provide more service portfolio to customers with more comfort, but also help all banks in the block support each other in searching new customers 69 CONCLUSION This research examined Vietinbank-Hanoi branch’s retail services to investigate the components of its retail banking service quality and describe the relationship between retail service products quality’s components and overall customer satisfaction level This research conducted quantitative method and the strategy of inquiry used was survey The theoretical model used was based on SERQUAL model with 22 observed items classified into components of service quality and components of customer satisfaction With 123 valid responses, data was used to make reliability analysis, exploratory factor analysis and regression analysis as shown in chapter The initial theoretical model was replaced by a new model with components of retail banking service quality (RELI-ASS, RESPONSIVENES, and EMPATHY) and the remaining component of customer satisfaction The regression analysis describes the positive relationship between service quality components and customer satisfaction in form of following equation: SATISFACTION = 0.270RELI-ASS + 0.371RESPONSIVENESS + 0.356EMPATHY It is clear that positive customer attitude toward Vietinbank-Hanoi branch will be driven by positive ability in RELI-ASS, RESPONSIVENESS, and EMPATHY of which RELI-ASS stands for a combination of the bank’s ability to perform services accurately and on time right at the first time and customers’ trust in bank’s service, trust in employees’ professional skills as well as serving; RESPONSIVENESS stands for the bank’s willingness to provide services and help customers; and EMPATHY stands for the bank’s attention and care to each individual customer This result confirms the importance of service quality in maintaining customer satisfaction In addition, demonstration in this research may contribute to Vietinbank - Hanoi branch managers’ awareness service quality’s role Then, they may consider the value of service quality to customer satisfaction, and allocate resources in effective way 70 REFERENCES Adam B Ashcraft and Til Schuermann (2008), Understanding the Securitization of Subprime Mortgage Credit; Foundations and Trends in Finance 2, no (July 2008): 191-309 Amit Choudhury, (2010), “Cronbach’s alpha”, Experiment-resources.com, retrieved 29/04/2012, from http://www.experiment-resources.com/cronbachs-alpha.html Anber Abraheem Shlash Mohammad, and Shireen Yaseen Mohammad Alhamadani, (2011), “Service quality perspectives and customer satisfaction in commercial banks working in Jordan”, Euro-Journals, pp 60-69 Arash Shahin, SERVQUAL and Model of Service Quality Gaps: A Framework for Determining and Prioritizing Critical Factors in Delivering Quality Services, Department of Management, University of Isfahan, Iran, pp 2-3 Bauer, J.L (2000), Developing and Implementing Strategies for Retail Financial Institutions: London: Lafferty Publications Beijnen, Ch and W Bolt (2007), Size Matters: Economies of Scale in European Payment Processing, DNB Working Paper, No 155 Brady, M K., and Robertson, C J., (2001), “Searching for a consensus on the antecedent role of service quality and satisfaction: an exploratory cross-national study”, Journal of Business Research, Vol 51 (1), pp 53–60 Cassy Gleason and Akua Soadwa (2008), Survey of retail bank services in new york,http://s3.amazonaws.com/zanran_storage/www.banking.state.ny.us/ContentPage s/27808498.pdf Center for the Study of Social Policy, (2007), Customer Satisfaction: Improving Quality and Access to Services and Supports in Vulnerable Neighborhoods, pp 10 Charles W.L.Hill, Gareth R.Jones, (2004), Strategic Management Theory (6th edition), Houghton Mifflin Company, pp 79-83, 88 11 Cronin, J J., and Taylor, S A (1992) “Measuring service quality: A Reexamination and extension”, Journal of Marketing, pp 55-68 12 DeCoster, J (1998), “Overview of Factor Analysis”, retrieved 29/04/2012, downloaded from http://www.stat-help.com 13 Dell’Ariccia, G., Igan, D and Laeven, L (2008), Credit Booms andLending Standards: Evidence from the Subprime Mortgage Market, International Monetary Fund Working, Paper 106 71 14 Emari, H., Iranzadeh, S., and Bakhshayesh, S., (2010), Determining the Dimensions of Service Quality in Banking Industry: Examining the Cronroos’s Model in Iran, Journal of Compilation, pp 15 Fogarty, G., Catts, R., & Forlin, C (2000), Measuring Service Quality with SERVPERF, Journal of Outcome Measurement, pp 425-447 16 George, D., & Mallery, P (2003) SPSS for Windows step by step: A simple guide and reference 11.0 update (4th ed.) 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Journal of Management Information Systems, Vol.18, no.2; pp 133-135 26 Stiroh, K J (2008), Diversification in Banking, Handbook of Banking, Oxford University Press 27 Nguyen Đinh Tho, Nguyen Thi Mai Trang, 2007 Market Research, HCM, Vietnam National University, Publish House 28 Vietinbank, Vietnam Annual Reports from 2012 to 2016 72 APPENDIXES Reliability statistics of TANGIBLE scale Cronbach's Alpha Cronbach's Alpha Based on Standardized Items N of Items 718 717 Item-Total Statistics Scale Mean if Item Deleted Scale Variance if Item Deleted Corrected Item-Total Correlation Squared Multiple Correlation Cronbach's Alpha if Item Deleted TANGIBLE 11.06 4.202 591 366 614 TANGIBLE 11.40 3.544 647 613 561 TANGIBLE 11.35 3.392 694 635 527 TANGIBLE 11.30 5.249 165 046 836 TANGIBLE 11.25 3.592 702 648 552 TANGIBLE 11.15 4.302 659 385 667 Reliability statistics of RELIABILITY scale Cronbach's Alpha Based on Standardized Items 823 Cronbach's Alpha 824 N of Items Item-Total Statistics Scale Corrected Scale Mean if Variance if Item-Total Item Deleted Item Deleted Correlation Squared Cronbach's Multiple Alpha if Item Correlation Deleted RELIABILITY 11.90 5.072 610 375 795 RELIABILITY 11.85 4.558 695 494 756 RELIABILITY 11.94 5.382 588 347 805 RELIABILITY 11.94 4.497 706 508 750 Reliability statistics of RESPONSIVENESS scale Cronbach's Alpha 774 Cronbach's Alpha Based on Standardized Items 777 N of Items Item-Total Statistics Scale Mean Scale Corrected if Item Variance if Item-Total Deleted Item Deleted Correlation RESPONSIVENESS 10.44 5.412 73 525 Squared Multiple Correlation Cronbach's Alpha if Item Deleted 287 746 RESPONSIVENESS 10.55 4.921 555 311 732 RESPONSIVENESS 10.42 4.935 645 432 687 RESPONSIVENESS 10.61 4.502 597 394 712 Reliability statistics of ASSURANCE scale Cronbach's Alpha Based on Standardized Items 827 Cronbach's Alpha 827 N of Items Item-Total Statistics Scale Scale Mean if Variance if Item Deleted Item Deleted Corrected Item-Total Correlation Squared Cronbach's Multiple Alpha if Item Correlation Deleted ASSURANCE 12.04 4.007 672 482 773 ASSURANCE 12.08 4.157 674 487 772 ASSURANCE 11.86 4.218 663 456 777 ASSURANCE 12.09 4.607 606 394 803 Reliability statistics of EMPATHY scale Cronbach's Alpha Based on Standardized Items 719 Cronbach's Alpha 708 N of Items Item-Total Statistics Scale Mean if Item Deleted Scale Variance if Item Deleted Corrected Item-Total Correlation Squared Cronbach's Multiple Alpha if Item Correlation Deleted EMPATHY 11.16 2.957 256 090 644 EMPATHY 11.21 2.971 312 124 594 EMPATHY 11.16 2.727 491 318 464 EMPATHY 11.24 2.612 532 334 430 Reliability statistics of CUSTOMER SATISFACTION scale Cronbach's Alpha Cronbach's Alpha Based on Standardized Items N of Items 743 747 Item-Total Statistics SATISFACTION SATISFACTION Scale Mean if Item Deleted Scale Variance if Item Deleted Corrected Item-Total Correlation Squared Multiple Correlation 3.75 3.58 665 508 478 478 228 228 74 QUESTIONAIRE - VIETNAMESE VERSION Mã phiếu: VH… PHIẾU KHẢO SÁT SỰ HÀI LÒNG CỦA KHÁCH HÀNG ĐỐI VỚI CHẤT LƯỢNG DỊCH VỤ NGÂN HÀNG BÁN LẺ TẠI VIETINBANK - CHI NHÁNH TP.HÀ NỘI Kính thưa Quý khách hàng Ngân hàng Công thương Việt Nam - Chi nhánh TP.Hà Nội (VietinBank) trân trọng gửi lời chúc sức khỏe lời cản ơn chân thành đến Quý khách hàng tín nhiệm lựa chọn Ngân Hàng Chúng Tôi suốt thời gian qua Với phương châm “Luôn mang thành công đến với khách hàng” mong muốn mang đến cho khách hàng hài lòng tốt Xin Quý khách hàng vui lòng điền vào phiếu thăm dò ý kiến sau gửi lại cho chúng tơi thời gian sớm Trân trọng cảm ơn giúp đỡ Quý khách hàng Phần I: THÔNG TIN KHÁCH HÀNG Họ tên Q khách hàng (khơng bắt buộc): Giới tính: Tuổi: □ Nam □ 18-22 tuổi □ Nữ □ 23-35 tuổi □ 36-55 tuổi □ 55 tuổi Nơi công tác: □ quan nhà nước □ Doanh nghiệp nước ngồi □ Tự kinh doanh □ Hưu trí Quý khách hàng sử dụng dịch vụ VietinBank - Chi nhánh TP.Hà Nội Ngân hàng điện tử (phone banking, Tiền gửi, tiết kiệm □ Thanh tốn (chuyển tiền, thu chi hộ) □ Tín dụng (vay vốn, bảo lãnh) □ Thanh toán quốc tế, chuyển tiền du học □ Thẻ (ATM, Visa, Master, JCB…) □ Giao dịch mua bán ngoại tệ, vàng □ Khác:…… □ internet banking) Để thực giao dịch ngân hàng Quý khách thường □ Trực tiếp đến ngân hàng thực □ Qua hệ thống ATM □ Qua Fax □ Qua phone banking □ Qua internet banking Quý khách sử dụng dịch vụ bao lâu? 75 □ □ Dưới năm □ 1-3 năm □ – năm □ Trên năm Quý khách giao dịch với ngân hàng □ ngân hàng □ ngân hàng □ ngân hàng □ Trên ngân hàng Nét bật VietinBank - Chi nhánh TP.Hà Nội mà Quý khách hàng ý, ấn tượng gì? Trang thiết bị đại □ Sản phẩm dịch vụ ngân hàng đa dạng, phong phú □ Biểu phí, lãi xuất hợp lý,linh hoạt □ Nhân viên phục vụ chuyên nghiệp, thân thiện, nhiệt tình □ Khả ngân hàng việc thực dịch vụ cam kết với khách hàng cách xác □ thân thiện Ý kiến khác:……………………………… □ Phần II: ĐÁNH GIÁ CHẤT LƯỢNG DỊCH VỤ NGÂN HÀNG BÁN LẺ Quý khách hàng vui lòng cho biết mức độ đồng ý phát biểu sau chất lượng dịch vụ ngân hàng bán lẻ ngân hàng VietinBank - Chi nhánh TP.Hà Nội cách đánh dấu  vào thích hợp bên 1= Hồn tồn khơng đồng ý; 2= Không đồng ý; = Đồng ý; = Hoàn toàn đồng ý Số TT 3= Đồng ý phần; CHẤT LƯỢNG DỊCH VỤ NGÂN HÀNG BÁN LẺ I – SỰ TIN CẬY Nhân viên ngân hàng thực giao dịch chuyên nghiệp, xác, nhanh chóng Ngân hàng cung cấp thực dịch vụ thời điểm cam kết Ngân hàng bảo mật thông tin khách hàng giao dịch Ngân hàng ln giữ chữ tín với khách hàng xem quyền lợi khách hàng hết II – TÍNH ĐÁP ỨNG Nhân viên ngân hàng phục vụ công với tất khách hàng Dịch vụ nhanh chóng, kịp thời 76 Nhân viên sẵn sàng giúp đỡ khách hàng Ngân hàng áp dụng sách giá linh hoạt, mức lãi suất cạnh tranh biểu phí giao dịch hợp lý III - PHƯƠNG TIỆN HỮU HÌNH Ngân hàng có hoạt động marketing, truyền thông sản phẩm dịch vụ hiệu quả, ấn tượng đầu cải tiến 10 Vị trí phịng giao dịch thuận tiện, có chỗ đậu xe rộng rãi 11 Sản phẩm dịch vụ ngân hàng đa dạng, phong phú phù hợp 12 Ngân hàng có khơng gian đẹp, thiết bị máy móc đại, sở vật chất đầy đủ (ghế chờ, sách, báo, nước uống…) 13 Website ngân hàng đầy đủ thông tin, tài liệu giới thiệu sản phẩm dịch vụ rõ ràng, bắt mắt, hấp dẫn 14 Nhân viên mặc đồng phục, lịch ấn tượng IV - SỰ AN TOÀN KHI SỬ DỤNG DỊCH VỤ 15 Quý khách cảm thấy an tồn giao dịch 16 Nhân viên có trình độ chuyên môn thao tác nghiệp vụ chuyên nghiệp 17 Nhân viên lịch thiệp, ân cần, sẵn sàng hướng dẫn, tư vấn giải đáp hiệu thắc mắc khách hàng 18 Hành vi nhân viên tạo niềm tin cho khách hàng V – SỰ THẤU HIỂU VÀ CHĂM SĨC KHÁCH HÀNG 19 Có quan tâm đến cá nhân khách hàng 20 Các chương trình khuyến mãi, chăm sóc khách hàng sau bán hàng ngân hàng đáng tin cậy 21 Nhân viên ngân hàng ý đến nhu cầu khách hàng 22 Nhân viên ngân hàng hướng dẫn thủ tục cho khách hàng đầy đủ dễ hiểu VI- SỰ HÀI LÒNG VỀ CHẤT LƯỢNG DỊCH VỤ 23 Anh/Chị hài lòng chất lượng dịch vụ VietinBank Chi nhánh TP.Hà Nội 24 Trong thời gian tới, Anh/Chị tiếp tục sử dụng dịch vụ VietinBank - Chi nhánh TP.Hà Nội CHÂN THÀNH CẢM ƠN SỰ HỢP TÁC CỦA QUÝ KHÁCH HÀNG 77 QUESTIONAIRE - ENGLISH VERSION CODE: VH… QUESTIONAIRE EVALUATING CUSTOMER SATISFACTION WITH RETAIL BANKING SERVICE IN VIETINBANK - HANOI BRANCH Dear Customer, Vietnam Commercial Bank for Industry joint stock and Trade - Hanoi Branch (VietinBank - Hanoi branch) would like to send our best wishes and good wishes to customers who have trusted us to choose our bank during the past time With a slogan "Always bring success to customers", we always wish to bring our customers the best satisfaction Please fill in the following questionnaire and send it back to us as soon as possible Thank you very much for your help PART I: GENERAL INFORMATION Full name (non-compulsory): □ Male Gender: Age: □ Female □ 18-22 years old □ 23-35 years old □ 36-55 years old □ >55 years old Working place: □ Government office □ Own business □ Foreign company □ Retirement Which kinds of Vietinbank-Hanoi branch’s retail service products are you using? Please tick one or more options Savings □ Payment (transfer/ order/ collection money) □ International payment, Study-abroad □ transfer money □ FOREX/Gold transactions eBanking (phone internet banking) Cards (ATM, Visa, JCB…) Others:…… □ Go to the bank directly □ By ATM system □ By Fax □ By phone banking 78 □ □ Credits (loan, guarantee) To banking transaction Do you often □ By internet banking banking, Master, □ □ How long you use our services? □ < year □ 1-3 years □ – years □ > years How many banks you using their banking services? □ bank □ banks □ banks □ > banks What Vietinbank-Hanoi branch’s highlights you impress? Modern equipments □ Diversify banking service products □ Reasonable schedule fee and flexible interest □ Service staffs professional, friendly, enthusiastic □ The bank's ability to deliver committed services to customers accuracy and friendliness □ □ Other ideas:……………………………… PART II: EVALUATING RETAIL BANKING SERVICE QUALITY Please tell us your agreement level for following statements about retail banking services quality of Vietinbank Hanoi branch by tick in the appropriate box below = strongly disagree, = somewhat disagree, = neither agree nor disagree, = somewhat agree, = strongly agree N0 RETAIL BANKING SERVICE QUALITY I – RELIABILITY Employees conduct professional transactions, accurately and quickly The bank performs services exactly as what they promised The bank keeps secrets of customer information and transactions The bank always keeps credibility to customers and considers customers’ interests at first II – RESPONSIVENESS Employees always serve fairly with all customers Fast service and timely Employees are willing to help you The Bank applies flexible pricing policies, competitive interest rates and reasonable transaction fees III - TANGIBLE 79 The bank has got effective marketing, communication services products, impressive and always improved 10 Transaction office location convenient, spacious parking 11 Service products are diverse and appropriate The bank has got beautiful space, modern equipment and 12 machinery, full facilities (chairs, books, newspapers, drinking water etc.) The bank’s website has got full information, clear and eye- 13 catching products and services 14 Employees wear uniform, polite and impressive IV - ASSURANCE 15 Customer feels safe when you make transactions with the bank Employees have got professional knowledge to perform 16 transactions Employees behave courteously, politely, considerate, willing to 17 guide, consult and answer questions efficiently 18 Employees’ behaviour creates confidence for the customer V – EMPATHY 19 Having individual customer care 20 Bank’s promotions, customer care after the sale reliable 21 Employees always pay attention to customers’ needs Employees provide full and easy-to-understand customer 22 procedures VI- CUSTOMER SATISFACTION You are very satisfied with quality of services at Vietinbank- 23 Hanoi branch In the future, you will continue to use Vietinbank-Hanoi branch.’s 24 services THANKS FOR YOUR CORPORATION 80 Assessment of Master thesis Student: Nguyen Quang Hung Submission date: 19th June, 2017 Title: Evaluating service quality and customer satisfaction with retail banking service in VietinBank - Hanoi Branch - The research meets correctly to the requrements of a master thesis’ standards, respects the outline approuved by the supervisor - The work shows a sufficient quality as a master thesis, with use of secondary data and appropriate data analysis methods - The author has stated a proactive and good attitude during the implementation of the thesis - As his supervisor, I approve this work for oral defense Date: Hanoi, June 19, 2017 Signature Supervisor name: Dao Tung 81 ... SITUATION OF RETAILBANKING SERVICE QUALITY IN VIETINBANK - HANOI BRANCH AND SURVEY RESULT This chapter gave description the reality of retail banking service quality in Vietinbank – Hanoi branch in the... objects and methods 3.1 Objects The study’s objects include the retail banking service quality of VietinBank- Hanoi branch and factors effect on the retail banking service quality in VietinBank- Hanoi. .. factors effect customer satisfaction on the retail banking service quality of VietinBank- Hanoi branch? iii What solutions improve the retail banking service quality of VietinBank- Hanoi city branch?