The impact of customer relationship management practices on customer satisfaction in bidv cao bang branch

Lunghwa University of Science and Technology Department of Business Administration Thesis for a Master’s Degree The impact of customer relationship management practices on customer satisfaction in BIDV – Cao Bang branch Researcher: Luc Thi Phuong Hoa Supervisor: Assoc Prof Chih-Chung-Chu Co-Supervisor: Dr Nguyen Trung Hien May 2018 Lunghwa University of Science and Technology Approval Certificate of Master's Degree Examination Board This is to certify that the Master’s Degree Examinations Board has approved the thesis The impact of customer relationship management practices on customer satisfaction in BIDV – Cao Bang branch published by Ms Luc Thi Phuong Hoa in the Master Program of Graduate School of Department of Business Administration Master’s Degree Examination Board Board Members: Assoc.Prof.PhD.Kwannin Kuo Dr Dao Tung Dr Doan Thu Trang Advisor Assistant Professor Chih-Chung Chu Dr Nguyen Trung Hien Chair Date： ／ ／ ABSTRACT Thesis Title: The impact of customer relationship management practices on customer satisfaction in BIDV – Cao Bang branch Pages: 86 University：Lunghwa University of Science and Technology Graduate School：Department of Business Administration Date：May, 2018 Degree：Master Graduate Student: Luc Thi Phuong Hoa Supervisor: Assoc Prof Chih-Chung-Chu Co-Supervisor: Dr Nguyen Trung Hien Keywords: CRM, customer satisfaction, service quality, reality, impact In the global economic integration trend, the competition in the Vietnamese banking industry is becoming tough and fierce This lead to financial institutions more interested in building and maintaining a strong relationship with their customers in order to achieve an optimizing goal customer satisfaction For this reason, customer relationship management (CRM) has become an indispensable part of the service sector, especially in banking industry Therefore thesis has focused on the CRM practices at Bank for investment and development of Vietnam JSC – Cao Bang Branch (BIDV- Cao Bang branch) to research the relationship between CRM practices and customer satisfaction in there Data used in making analysis was collected from conducting survey at BIDVCao Bang branch Based on 185 valid responses from customer, the study indentified three components – SERVICE QUALITY, CUSTOMER DATA BASE, and SOCIAL NETWORK INTERATION – which explain customers’ evaluation of perceived CRM practices at BIDV-Cao Bang branch The relationship between these CRM practices components and customer satisfaction is investigated through regression analysis As the result showed, these three components of CRM practices have positive relationship with employees’ motivation in which SERVICE QUALITY has the most significant impact on customer satisfaction level In addition, based on these findings, the thesis also gives some suggestions for BIDV-Cao Bang branch to further improve CRM practice and customer satisfaction level i ACKNOWLEDGEMENT First of all, I would like to send my sincere thanks to the lecturers, especially to my supervisors Assoc Prof Chih-Chung-Chu and Dr Nguyen Trung Hien 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, Lunghwa University of Science and Technology 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 my colleagues at BIDV-Cao Bang 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 Thank you! Author Luc Thi Phuong Hoa ii TABLE OF CONTENTS ABSTRACT i ACKNOWLEDGEMENT ii TABLE OF CONTENTS iii LIST OF TABLES vi LIST OF FIGURES vii INTRODUCTION 1.1 Problem identification 1.2 Research objectives, questions and scope 1.2.1 Research objectives 1.2.2 Research questions 1.3 Research scope, objects and methods 1.3.1 Research objects 1.3.2 Research scope 1.3.3 Research methods 1.4 Contribution of the research 1.5 Structure of the thesis THEORETICAL FRAMEWORK 2.1 Conceptual framework on Customer Relationship Management 2.1.1 Concepts of customer and types of bank customers 2.1.2 Concepts of CRM and CRM system 2.1.3 Characteristics of CRM 2.1.4 The role and benefits of CRM in banking sector 2.2 The major aspects of a CRM success 10 2.2.1 Service Quality 10 2.2.2 Employees Behavior 11 2.2.3 Customer Database 11 2.2.4 Conflict Handling 12 2.2.5 Physical Environment 13 2.2.6 Social Network Interaction 14 2.3 Customer Satisfaction and the effect of CRM 14 2.3.1 Customer Satisfaction 14 iii 2.3.2 The Effects of CRM on Customer Satisfaction 15 2.4 Literature review 16 2.5 Research Model and Hypotheses 18 2.5.1 Research Model 18 2.5.2 Hypotheses 18 RESEARCH CONTEXT AND METHODOLOGY 20 3.1 Overview of Bank for investment and development of Vietnam JSC 20 3.2 About BIDV – Cao Bang branch 23 3.3 Research Methods 26 3.3.1 Designing questionnaires 26 3.3.2 Sample and Data Collection 28 3.4 Analyzing data plan 29 3.4.1 Reliability analysis by Cronbach’s alpha 30 3.4.2 Exploratory factor analysis 31 3.4.3 Regression analysis 32 ANALYSIS THE REALITY OF CRM PRACTICES IN BIDV – CAO BANG BRANCH AND SURVEY RESULTS 34 4.1 BIDV’s business results in the period from 2012-2016 34 4.1.1 The development reality of mobilization service 35 4.1.2 The reality of loaning and investment services activities 39 4.1.3 The reality of fee-base financial service activities 43 4.2 The reality of key dimensions of CRM activities in BIDV Cao Bang in the period from 2012-2016 44 4.2.1 Customer database system 44 4.2.2 Analyzing customer database 45 4.2.3 Selecting targeted customer 45 4.2.4 Developing customer relationship 46 4.2.5 Evaluating the reality of CRM performance in BIDV Cao Bang 48 4.3 Research results and analysis 49 4.3.1 Data description 50 4.3.2 Reliability analysis and scale 53 4.4 Exploratory Factor Analysis 57 4.4.1 Exploratory Factor Analysis of CRM Practices Scale 58 iv 4.4.2 Exploratory Factor Analysis of Customer Satisfaction Scale 62 4.4.3 Research model – Version 63 4.5 Regression Analysis 63 4.5.1 Regression Analysis 63 4.5.2 Research model and hypotheses tested result 67 FINDINGS AND DISCUSSIONS 69 5.1 Assessment of perceived CRM practices in BIDV - Cao Bang Branch 69 5.2 The impact of CRM factors on customer satisfaction in BIDV - Cao Bang branch 70 5.3 Suggestions to improve CRM performance and customer satisfaction in BIDV Cao Bang branch 70 5.3.1 Improve Service Quality and customer database components 70 5.3.2 Improve Social Networking Interaction component 70 5.3.3 Improve other components of CRM practices 71 CONCLUSION 72 REFERENCES 73 APPENDIXES 76 v LIST OF TABLES Table Encoded Data 29 Table Cronbach’s alpha values and internal consistency (George & Mallery, 2003) 31 Table BIDV’s key performance indicator in the period of 2012-2016 35 Table BIDV’s growth rate and mobilized capital structure in the period of 2012-2016 36 Table The growth rate and loan structure of BIDV in the period of 2012-2016 40 Table Back payment and indicator of loan balances by quality 41 Table Specific criteria for selecting each customer group 46 Table Descriptive Analysis 50 Table Gender distribution among 185 participants 51 Table 10 Reliability of scale 54 Table 11 Exploratory Factor Analysis of CRM practices 58 Table 12 Reliability statistics and exploratory factor analysis of CRM practice, 2nd time 60 Table 13 Exploratory Factor Analysis of Customer Satisfaction Scale 62 Table 14 Correlations 64 Table 15 Collinearity Statistics 65 Table 16 Regression analysis summary 66 Table 17 Regression analysis – the second time 67 Table 18 Hypotheses Tested Results 68 Table 19 Perception on main elements of CRM at BIDV - Cao Bang branch 69 vi LIST OF FIGURES Figure Research model 18 Figure BIDV’s market share of mobilization capital period of 2012-2016 37 Figure BIDV’s market share of gross loan in Vietnamese banking industry in the period of 2012-2016 42 Figure Age distribution among 185 participants 52 Figure Kind of services used by 185 participants 52 Figure Research model – Version 63 Figure Regression Standardized Residual 65 Figure Research module result 68 vii INTRODUCTION 1.1 Problem identification In today's competitive environment, customers are the most important assets of many businesses in general, of banks in particular Financial service providers aware their existence and development depend on the way they gain customers, satisfy their needs and maintain customers loyalty to the bank Customer-centric business strategy is becoming a top priority strategy for banks Hence, building a customer relationship management system to develop, maintains and strengthens relationships with both current and prospective customer groups will enable the banks to better satisfy customers needs, increase the value for them This is the effective competition determinant that brings the greatest benefit to the bank Bank for investment and development of Vietnam JSC (BIDV) is one of the largest commercial banks in the country with expanding scale and diversified services to meet an increasing demand of different customer groups The role of customer relationship management has been recognized by BIDV Vietnam in general, BIDV Cao Bang branch in particular as one of the main effective tools in competition with other commercial banks of Vietnam and financial institutions Although the bank has a large number of customer but in local area recently appearance of many strong competitors makes BIDV Cao Bang unavoidable the risk of losing customers Rival banks such as Vietcombank, Vietinbank and Techcombank etc are both more modern and invested by foreign financial corporations Meanwhile, the customer relations management at BIDV Cao Bang in recent years is still limited Many old customers of the bank left while it has yet established a long-term relationship with its current customers In addition, in daily transactions, several customers are not really satisfied with the customer care services and staffs’ attitude of the bank It seems that BIDV Cao Bang branch is gradually missing the opportunity to maintain and develop close relationships with customers when it ignores many potential customers This is not only push up the cost of finding new customers, but cause difficulties in attracting and maintain current customers From these facts, the author has chosen the research topic “The impact of CRM practices on customer satisfaction in BIDV - Cao Bang branch” to find solutions which help BIDV Cao Bang improve its customer satisfaction and CRM practices in the future CONCLUSION This research examined BIDV - Cao Bang branch’s CRM performance to investigate the key components of its CRM practices and describe the impact of main dimensions of CRM on overall customer satisfaction level This research conducted quantitative method and the strategy of inquiry used was survey The theoretical model used was based on CRM model with 26 observed items classified into six components of CRM practices and two components of customer satisfaction With 185 valid responses, data was used to make reliability analysis, exploratory factor analysis and regression analysis as shown in chapter three The initial theoretical model was replaced by a new model with components of CRM practices (Service Quality (SQ-CH), Customer Database (CD) and Social Networking Interaction (SNI) and the remaining component of customer satisfaction The regression analysis describes the positive relationship between CRM components and customer satisfaction in form of following equation: SATISFACTION = 0.270SQ-CH + 0.371CD + 0.356SNI It is clear that positive customer attitude toward BIDV Cao Bang branch will be driven by positive ability in Service Quality (SQ-CH), Customer Database (CD) and Social Networking Interaction (SNI) of which Service Quality (SQ-CH) 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; Customer Database (CD) stands for the bank’s willingness to provide services, customer information and help customers; and Social Networking Interaction (SNI) stands for the bank’s attention and care to each individual customer This result confirms the importance of customer relationship management in maintaining customer satisfaction In addition, demonstration in this research may contribute to BIDV Cao Bang branch managers’ awareness CRM’s application Then, they may consider the value of CRM to customer satisfaction, and allocate resources in effective way 72 REFERENCES Adam B Ashcraft & 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 April 29, 2012, from http://www.experiment-resources.com/cronbachs-alpha.html Anber Abraheem Shlash Mohammad & 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 Bolt, W (2007) Size Matters: Economies of Scale in European Payment Processing DNB Working Paper, No 155 BIDV, Vietnam Annual Reports from 2012-2016 Bowen, J T., & Chen, S L (2001) The Relationship between Customer Loyalty and Customer Satisfaction International journal of Contemporary Hospitality Management, /2, 213-217 http ://dxdoi.org/10.1108/09596110110395893 Brady, M K., & 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 & Akua Soadwa (2008) Survey of retail bank services in new york http://s3.amazonaws.com/zanran_storage/www.banking.state.ny.us/ContentPages/ 27808498.pdf Center for the Study of Social Policy (2007) Customer Satisfaction: Improving Quality and Access to Services and Supports in Vulnerable Neighborhoods, pp Charles W.L.Hill & Gareth R.Jones (2004) Strategic Management Theory (6th edition) Houghton Mifflin Company, pp 79-83, 88 73 Choi Sang Long, RahaKhalafinezhad, Wan Khairuzzaman Wan Ismail & SitiZalehaAbdRasid (2013) Impact of CRM factors on customer Satisfaction and Loyalty Asian Social Science, 9(10): 247-253 Cronin, J J., & Taylor, S A (1992) “Measuring service quality: A Reexamination and extension” Journal of Marketing, pp 55-68 DeCoster, J (1998) “Overview of Factor Analysis” Retrieved April 29, 2012, from http://www.stat-help.com Dell’Ariccia, G., Igan, D & Laeven, L (2008) Credit Booms andLending Standards: Evidence from the Subprime Mortgage Market International Monetary Fund Working, p 106 Emari, H., Iranzadeh, S., & Bakhshayesh, S (2010) Determining the Dimensions of Service Quality in Banking Industry: Examining the Cronroos’s Model in Iran Journal of Compilation, p Fogarty, G., Catts, R., & Forlin, C (2000) Measuring Service Quality with SERVPERF Journal of Outcome Measurement, pp 425-447 George, D., & Mallery, P (2003) SPSS for Windows step by step: A simple guide and reference 11.0 update (4th ed.) Boston: Allyn & Bacon George H Hempel, Donald G Simonson & Alan B Coleman (1999) Bank Management: Tex and case John Wiley and Sons, Inc Hoang Trong & Chu Nguyen Mong Ngoc (2005) Analyzing research data with SPSS Statistical Publish House Hossein Vazifehdust, Abbas Shahnavazi, Mohammad Reza Taghizadeh Jourshari & Fataneh Sotoudeh Sharifi (2012) Investigation critical success factors of crm implementation World Applied Sciences Journal, 18 (8): 1052-1064 Houda Khlif & Rim Jallouli (2014) The success factors of the success factors CRM systems: an explanatory analysis Journal of Global Business and Technology, 10(2): 25-42 I-Ming Wang & Chich-Jen Shieh (2006) “The relationship between service quality and customer satisfaction: the example of CJCU library”, Journal of Information & Optimization Sciences, Vol 27, No 1, pp 193-209 InvestorWords.com “Banking service” Retrieved April http://www.investorwords.com/8948/banking_service.html 74 29, 2012, from Jay Heize & Barry Render (2009) Operation Management Flexible Version (9th edition) Prentice Hall, pp 156, 168, 185-186 Kim, et al (2003) A model for evaluating the effectiveness of CRM using the balanced scorecard Kocoglue, D., & Kirmaci, S (2012) Customer Relationship Management and Customer Loyalty; A Survey in the Sector of Banking International Journal of Business and Social Science, (3): 282-291 Kotler Philip, Wong Veronica, Saunders John & Armstrong Gary (2005) Principles of Marketing (4th European edition) Prentice Hall, pp 539, 546, 625 Laerd statistics “Cronbach‘s alpha (α) using spss” Retrieved April 29, 2012, from https://statistics.laerd.com/spss-tutorials/cronbachs-alpha-using-spss-statistics.php Landrum, H., et al (2009) “Measuring information science system service quality with SERVQUAL: Users’ perceptions of relative importance of the five SERVPERF dimensions” Information Science: the International Journal of an Emerging Trans-discipline, Vol 12, pp 18-34 Le Thi Thu Trang & Luu Tien Thuan (2017) The impact of customer relationship management on customer satisfaction in modern retail market at Can Tho city Science journal-Can Tho University, Vol 48, Part D, p 54-65 Nguyen Đinh Tho & Nguyen Thi Mai Trang (2007) Market Research HCM, Vietnam National University, Publish House Reynold E.Byers and Phillip J.Lederer (2001) Retails bank services strategy: a Model of tradional, electronic, and Mixed Distribution choices Journal of Management Information Systems, Vol 18, No 2, pp 133-135 Stiroh, K J (2008) Diversification in Banking Handbook of Banking, Oxford University Press Zakaria Ahmad Mohmmad Azzam (2014) The Impact of Customer Relationship Management on Customer Satisfaction in the Banking Industry – A Case of Jordan European Journal of Business and Management, Vol.6, No 32, 2014 Zineldin, M (2006) The royalty of loyalty: CRM, quality and retention Journal of Consumer Marketing, 23(7), http://dx.doi.org/10.1108/07363760610712975 75 430-437 APPENDIXES Reliability statistics of SERVICE QUALITY scale Cronbach's Alpha Cronbach's Alpha Based on Standardized Items N of Items 824 717 Item-Total Statistics Scale Corrected Scale Mean if Variance if Item-Total Item Deleted Item Deleted Correlation Squared Multiple Correlation Cronbach's Alpha if Item Deleted SQ 11.90 5.072 610 375 795 SQ 11.85 4.558 695 494 756 SQ 11.94 5.382 588 347 805 SQ 11.94 4.497 706 508 750 SQ 11.83 5.059 657 368 762 Reliability statistics of CUSTOMER DATABASE scale Cronbach's Alpha Cronbach's Alpha Based on Standardized Items N of Items 774 723 Item-Total Statistics Scale Corrected Squared Cronbach's Scale Mean if Variance if Item-Total Multiple Alpha if Item Item Deleted Item Deleted Correlation Correlation Deleted CD 10.44 5.412 525 287 746 CD 10.55 4.921 555 311 732 CD 10.42 4.935 645 432 687 CD 10.61 4.502 597 394 712 76 Reliability statistics of EMPLOYEE’S BEHAVIOR scale Cronbach's Alpha Cronbach's Alpha Based on Standardized Items N of Items 675 647 Item-Total Statistics Corrected Scale Mean if Scale Variance Item-Total Item Deleted if Item Deleted Correlation Squared Multiple Correlation Cronbach's Alpha if Item Deleted Employee’s Behavior 11.19 2.520 549 394 525 Employee’s Behavior 11.31 2.076 614 433 472 Employee’s Behavior 11.21 2.869 295 046 746 Employee’s Behavior 12.13 2.419 456 238 592 Reliability statistics of CONFLICT HANDLING scale Cronbach's Alpha Cronbach's Alpha Based on Standardized Items N of Items 653 627 Item-Total Statistics Scale Corrected Squared Scale Mean if Variance if Item-Total Multiple Item Deleted Item Deleted Correlation Correlation Cronbach's Alpha if Item Deleted Conflict Handling 9.78 2.055 529 277 514 Conflict Handling 10.42 2.094 387 192 603 Conflict Handling 10.75 2.281 538 294 519 Conflict Handling 10.68 2.627 298 121 668 77 Reliability statistics of PHYSICAL ENVIRONMENT scale Cronbach's Alpha Based on Standardized Items N of Items 619 Cronbach's Alpha 586 Item-Total Statistics Corrected Scale Mean if Scale Variance Item-Total Item Deleted if Item Deleted Correlation Squared Multiple Correlation Cronbach's Alpha if Item Deleted PE 19.85 6.341 611 444 516 PE 21.48 11.253 284 528 832 PE 20.39 6.271 648 360 482 PE 20.76 5.639 584 472 445 PE 19.99 5.833 469 472 457 Reliability statistics of SOCIAL NETWORKING INTERACTION scale Cronbach's Alpha Based on Standardized Items N of Items 817 Cronbach's Alpha 827 Item-Total Statistics Corrected Scale Mean if Scale Variance Item-Total Item Deleted if Item Deleted Correlation Squared Multiple Correlation Cronbach's Alpha if Item Deleted SNI 9.78 2.055 529 277 514 SNI 10.42 2.094 387 192 603 SNI 10.75 2.281 538 294 519 SNI 10.68 2.627 298 121 668 Reliability statistics of CUSTOMER SATISFACTION scale Cronbach's Alpha 743 Cronbach's Alpha Based on N of Items Standardized Items 747 Item-Total Statistics SATISFACTION SATISFACTION Corrected Item- Squared Scale Mean if Item Scale Variance Total Multiple Deleted if Item Deleted Correlation Correlation 3.75 665 478 228 3.58 508 478 228 Source: SPSS 21 Software Output 78 QUESTIONAIRE – VIETNAMESE VERSION Mã phiếu: BC… PHIẾU KHẢO SÁT TÁC ĐỘNG CỦA HOẠT ĐỘNG CRM ĐỐI VỚI SỰ HÀI LÒNG CỦA KHÁCH HÀNG TẠI BIDV-CHI NHÁNH CAO BẰNG Kính thưa Quý khách hàng Ngân hàng TMCP đầu tư phát triển Việt Nam chi nhánh Cao Bằng (BIDV-Cao Bằng) trân trọng gửi lời chúc sức khỏe lời cản ơn chân thành đến Quý khách hàng tín nhiệm lựa chọn Ngân Hàng Chúng Tơi suốt thời gian qua Với phương châm “Chia sẻ hội – Hợp tác thành công” 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 Quý 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 □ Tự kinh doanh □ Hưu trí Quý khách hàng sử dụng dịch vụ BIDV cCao Bằng Tiền gửi, tiết kiệm □ Ngân hàng điện tử (phone □ banking, internet banking) Thanh toán (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:…… □ □ 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 79 Quý khách sử dụng dịch vụ bao lâu? □ 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 BIDV chi nhánh Cao Bằng 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 TÁC ĐỘNG CỦA CÁC YẾU TỐ CRM ĐỐI VỚI SỰ HÀI LÒNG CỦA KHÁCH HÀNG Quý khách hàng vui lòng cho biết mức độ đồng ý phát biểu sau tác động yếu tố CRM đến hài lòng khách hàng cách đánh dấu  vào thích hợp bên 1= Hồn tồn khơng đồng ý; 2= Không đồng ý; = Đồng ý; N0 3= Đồng ý phần; = Hoàn toàn đồng ý CÁC YẾU TỐ I – CHẤT LƯỢNG DỊCH VỤ Ngân hàng cung cấp dịch vụ nhanh chóng, kịp thời làm tăng hài lịng khách hàng Ngân hàng bảo mật thông tin khách hàng giao dịch Sự xác yếu tố quan trọng để khách hàng hài lòng với dịch vụ ngân hàng Ngân hàng ln giữ chữ tín với khách hàng xem quyền lợi khách hàng hết Mạng lưới chi nhánh rộng khắp làm khách hàng hài lòng 80 N0 CÁC YẾU TỐ II – CƠ SỞ DỮ LIỆU KHÁCH HÀNG Tính sẵn có sở liệu khách hàng ngân hàng cần thiết cho hoạt động marketing hiệu Cơ sở liệu khách hàng cập nhật có hiệu hài lịng khách hàng Ngân hàng có thông tin khách hàng cần Nhân viên ngân hàng dễ dàng thu thập tất thông tin cần thiết khách hàng để làm hài lòng khách hàng III - THÁI ĐỘ CỦA NHÂN VIÊN 10 Thực giao dịch chun nghiệp, xác, nhanh chóng làm hài lịng khách hàng 11 Nhân viên ln sẵn sàng giúp đỡ khách hàng 12 Nhân viên ngân hàng ý đến nhu cầu khách hàng 13 Nhân viên ngân hàng hướng dẫn thủ tục cho khách hàng đầy đủ dễ hiểu IV - GIẢI QUYẾT THẮC MẮC, KHIẾU NẠI CỦA KHÁCH HÀNG 14 Ngân hàng giải đáp hiệu thắc mắc khách hàng 15 Ngân hàng xem xét khiếu nại theo định kỳ 16 17 Nhân viên lịch thiệp, ân cần, sẵn sàng giải đáp trực tiếp thắc mắc khách hàng Khách hàng coi trọng phản ứng ngân hàng khiếu nại V – MƠI TRƯỜNG CƠ SỞ VẬT CHẤT 18 Trang trí nội thất ngân hàng thu hút khách hàng 19 Vị trí phịng giao dịch thuận tiện, có chỗ đậu xe rộng rãi 20 21 22 Ngân hàng có khơng gian đẹp, thiết bị máy móc đại, sở vật chất đầy đủ (ghế chờ, sách, báo, nước uống…) Website ngân hàng đầy đủ thông tin, tài liệu giới thiệu sản phẩm dịch vụ rõ ràng, bắt mắt, hấp dẫn Nhân viên mặc đồng phục, lịch ấn tượng VI- SỰ TƯƠNG TÁC MẠNG XÃ HỘI 23 24 Ngân hàng gửi tin nhắn điện tử đến khách hàng Ngân hàng cung cấp chương trình khuyến mại để khuyến khích khách hàng sử dụng dịch vụ online 81 N0 25 26 CÁC YẾU TỐ Ngân hàng cung cấp thông tin điện tử cần thiết khách hàng Các ứng dụng website mang lại lợi cạnh tranh cho ngân hàng VII SỰ HÀI LỊNG CỦA KHÁCH HÀNG 27 28 Anh/chị hàng lịng với hoạt động CRM BIDV- chi nhánh Cao Bang Trong tương lai anh/chị tiếp tục sử dụng dịch vụ BIDVchi nhánh Cao Bằng CHÂN THÀNH CẢM ƠN SỰ HỢP TÁC CỦA QUÝ KHÁCH HÀNG 82 QUESTIONAIRE – ENGLISH VERSION CODE: BC… QUESTIONAIRE EVALUATING THE IMPACT OF CUSTOMER RELATIONSHIP MANAGEMENT PRACTICES ON CUSTOMER SATISFACTION IN BIDV – CAO BANG BRANCH Dear Customer, Bank for investment and development of Vietnam JSC – Cao Bang Branch (BIDVCao Bang 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 "Sharing Opportunity - Collaborating success", 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 □ Foreign company □ Own business □ Retirement Which kinds of BIDV-Cao Bang 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 □ 83 E Banking (phone banking, □ internet banking) Credits (loan, guarantee) □ Cards (ATM, Visa, Master, □ JCB…) Others:…… □ To banking transaction Do you often □ Go to the bank directly □ By ATM system □ By Fax □ By phone banking □ By internet banking 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 BIDV-Cao Bang 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 THE IMPACT OF CRM PRACTICES Please tell us your agreement level for following statements about the impact of CRM practices in BIDV Cao Bang branch by tick in the appropriate box below = strongly disagree, = somewhat disagree, = neither agree nor disagree, = somewhat agree, = strongly agree N0 CRM PRACTICES I – SERVICE QUALITY Bank provide services quickly, timely increases customer satisfaction The bank keeps secrets of customer information and transactions Accuracy is essential for customer satisfaction in banking services 84 N0 CRM PRACTICES The bank always keeps credibility to customers and considers customers’ interests at first Spreading bank’s branches is important for customers satisfaction II – CUSTOMER DATABASE Availability of bank customer database is essential for effective marketing performance Upgrading customer database is effective to customer satisfaction The bank can get any information about customers when needed Customer’s all necessary information is easily obtained by officer to satisfy customers III - EMPLOYEE’S BEHAVIOR 10 Employees conduct professional transactions, accurately and quickly that makes customer happy with the bank 11 Employees are willing to help customers 12 Employees always pay attention to customers’ needs 13 Employees provide full and easy-to-understand customer procedures IV - CONFLICT HANDLING 14 Banks deals effectively with customer problems 15 Bank review complaints periodically 16 Employees behave courteously, politely, considerate, willing to guide, consult and answer questions efficiently 17 Customers give greater attention to bank reaction toward complaints offered V – PHYSICAL ENVIRONMENT 18 Interior decoration in the bank is attractive to customer 19 Transaction office location convenient, spacious parking 20 The bank has got beautiful space, modern equipment and machinery, full facilities (chairs, books, newspapers, drinking water etc.) 85 N0 CRM PRACTICES 21 The bank’s website has got full information, clear and eyecatching products and services 22 Employees wear uniform, polite and impressive VI- SOCIAL NETWORK INTERACTION 23 Sending e-messages to customers 24 The bank offers promotions to encourage customers to use its online services 25 Providing e-information is essential for customer 26 Applications of website give competitive advantage to the bank VII CUSTOMER SATISFACTION 27 You are very satisfied with CRM practices at BIDV- Cao Bang branch 28 In the future, you will continue to use BIDV- Cao Bang branch’s services THANKS FOR YOUR CORPORATION 86 ... 67 FINDINGS AND DISCUSSIONS 69 5.1 Assessment of perceived CRM practices in BIDV - Cao Bang Branch 69 5.2 The impact of CRM factors on customer satisfaction in BIDV - Cao Bang branch. .. difficulties in attracting and maintain current customers From these facts, the author has chosen the research topic ? ?The impact of CRM practices on customer satisfaction in BIDV - Cao Bang branch? ?? to find... the impact of customer relationship management on customer satisfaction in BIDV- Cao Bang branch Base on survey results and evaluating the relationship between CRM performance and customer satisfaction,