The impact of human factors on customer satisfation on retail service quality at vietinbank hanoi branch

Lunghwa University of Science and Technology Department of Business Administration Thesis for a Master’s Degree THE IMPACT OF HUMAN FACTORS ON CUSTOMER SATISFATION ON RETAIL SERVICE QUALITY AT VIETINBANK - HANOI BRANCH Researcher: Nguyen Ngoc Khanh Superviser 1: Dr Dao Tung, International School, VNU Supervisor 2: Dr James Cho, Lunghwa University November 2017 Lunghwa University of Science and Technology Approval Certificate of Master’s Degree Examination Board This is to certify that the Master’s Degree Examination Board has approved the thesis The Impact of Human Factors on Customer Satisfation on Retail Service Quality at Vietinbank - Hanoi Branch published by Mr Nguyen Ngoc Khanh in the Master Program of Graduate School of Department of Business Administration Master’s Degree Examination Board Board Members: ………………………………………………………………… ………………………………………………………………… ………………………………………………………………… ………………………………………………………………… ………………………………………………………………… Advisor: ………………………………………………………………… ………………………………………………………………… ………………………………………………………………… ………………………………………………………………… Chair: ………………………………………………………………… ………………………………………………………………… Date: ………………./……………… /…………… ABSTRACT Thesis Title: The Impact of Human Factors on Customer Satisfation on Retail Service Quality at Vietinbank - Hanoi Branch Pages: 50 University: Lunghwa University of Science and Technology Graduate School: Department of Business Administration Date: ………………………… Degree: Master Graduate Student: Nguyen Ngoc Khanh Advisor: Dr Dao Tung Dr James Cho Keywords: Retail Banking Services, Retail Service Quality, Customer Satisfaction, Human Factors, Vietinbank Hanoi Branch, Vietnam In the context of Vietnam's developing economy and the banking sector being one of the more competitive, improving quality of service and enhancing customer satisfaction tends to be an essential requirement Specific to the nature of service provision, the human element plays a vital role in improving quality and creating customer satisfaction With that in mind, and with the desire to study the human factors in providing services of Vietinbank Hanoi branch, the research aims to assess the impact of human factors on improving the customer satisfaction of Vietinbank Hanoi Branch The study aims to achieve the following three objectives: firstly, analyse, discuss and evaluate current state of retail services quality at Vietinbank Hanoi branch; secondly, assess the impact of the human factors on customer satisfaction on the quality of retail services; and thirdly, propose recommendations regarding how the human factors can improve customer satisfaction in retail quality services, thereby allowing expansion and development of services at Vietinbank Hanoi branch Based on the assessment of human factors that affect quality of service and customer satisfaction when using the retail banking services, research has developed a model with eight independent variables: Reliability, Empathy, Service effectiveness, Commitment, Staff attractiveness, Staff emotions, Staff helpfulness, and Staff interaction i in service delivery; and studied the impacts of the above eight human factors on customer satisfaction related to retail service quality in Vietinbank Hanoi Based on past research related to human factors, research hypotheses have been proposed whereby all of the above eight human factors have a significant and positive impact on customer satisfaction whilst using banking services To achieve the research objectives and test hypotheses, this research used the method of customer survey The scale for the main variables has been largely derived from past research and translated into Vietnamese A few new scales have been developed with variables that not have an evaluation scale (variable: staff interaction in service delivery) A total of 32 questions were used to measure independent variables and one dependent variable The final sample consisted of 150 clients, who were generally experienced in using banking services, and at the time of research they had used or were using the services of Vietinbank To analyse the data, this study used quantative methods to assess the reliability of the scales (EFA analysis and Alpha Cronbach) and to test the hypotheses (multiple regression analysis) The results of the scales’ reliability assessment show that the scales used are reliable Based on the results from the survey, the study also analyzed the customer's assessment of the human factors of Vietinbank Hanoi The results show that customers highly appreciate the human factors of Vietinbank (score from 3.7 to 3.92 on the scale of 5) Customers have a fairly consistent rating on these factors Hypotheses testing shows that seven out of eight human factors have a positive and significant impact on customer satisfaction (except for the staff interaction in service delivery) Based on the results obtained, this study provides a number of specific recommendations to help Vietinbank Hanoi maintain and strengthen its advantages in the human factors to enhance customer satisfaction Limitations of this research and possible areas for future research are also given ii ACKNOWLEDGEMENT First of all, I would like to thank Dr Dao Tung, lecturer of International School, Vietnam National University and Dr Jame Cho, Doctor of Business Administration of Longhwa University, who have guided me wholeheartedly during the preparation of this thesis I would like to express my gratitude to the teachers and staffs of International School, Vietnam National University and Longhwa University for their support in completing my thesis I also sincerely thank my colleagues at Vietinbank Hanoi Branch for helping me collect the data, my classmates of FBA7, and my friends and other colleagues who have encouraged and helped me to complete this thesis Their guidance, support, motivation have been extremely valuable to me and helped me complete my thesis on time Sincerest thanks Thank you! Author Nguyen Ngoc Khanh iii ABBREVIATIONS Abbreviation Full name ACSI American Customer Satisfaction Index BIDV Joint Stock Commercial Bank for Investment and Development of Vietnam ECSI European Customer Satisfaction Index EFA Exploratory Factors Analysis SBV State Bank of Vietnam VIETINBANK Vietnam Joint Stock Commercial Bank for Industry and Trade iv TABLE OF CONTENTS ABSTRACT i ACKNOWLEDGEMENT iii ABBREVIATIONS iv LIST OF TABLES viii LISTE OF FIGURES ix CHAPTER 1: Introduction 1.1 Rationale and Significance of the Research Topic 1.2 Purpose, Subject, and Scope of Research 1.2.1 Purpose of this Research 1.2.2 Subject and Scope of this Research 1.3 Research Model and Variables 1.4 Research Methodology 1.4.1 Data Collection Methodology 1.4.2 Data Analysis Methodology 1.5 Thesis Structure CHAPTER 2: The Rationale for Retail Banking and the Human Factor in Creating and Delivering Services 2.1 Retail Banking Services 2.1.1.1 Definition of Retail Banking Services 2.1.1.2 Characteristics of Retail Banking Services 2.1.1.3 Role of Retail Banking Services 2.1.2 Qualiy of Retail Banking Services and Customer Satisfaction about the Quality of Service 2.1.2.1 Definition of the Quality of Service 2.1.2.2 Some basic theoretical models on quality of service 2.1.2.3 Factors affecting quality of service 2.1.3 Customer Satisfaction .10 2.1.3.1 Definition of customer satisfaction 10 2.1.3.2 Theoretical models on customer satisfaction 11 2.1.3.3 Factors affecting customer satisfaction .13 2.1.4 The human factor affecting customer satisfaction 14 2.1.4.1 Human factor from SERVQUAL model 14 v 2.1.4.2 Human factors from other research 16 CHAPTER 3: Research Model, Hypotheses, and Methods 20 3.1 Research Model and Hypotheses 20 3.1.1 Research Model: 20 3.1.2 Research Hypotheses: 20 3.2 Primary Data Collection 21 3.2.1 Data Collection Questionnaire 21 3.2.2 Sampling Method 25 3.2.3 Data Collection 25 3.3 Data Analysis Methodology .26 3.3.1 Scale Reliability Measurement Method .26 3.3.2 Data Analysis Method 27 CHAPTER 4: Analysis of the impact of human factors on customer satisfaction at Vietinbank Hanoi Branch 30 4.1 Introduction of Vietinbank Hanoi Branch 30 4.1.1 Formation and development 30 4.1.2 Products and Services Offered by the Branch 30 4.1.3 Business Situation of the Branch 31 4.2 Research findings on impacts of human factors on customer satisfaction about quality of service .33 4.2.1 Research sample 33 4.2.2 Assessment of measuring scale 35 4.2.3 Findings 39 CHAPTER 5: Conclusion and recommendations to enhance customer satisfaction at Vietinbank Hanoi Branch 47 5.1 Orientation for business activities of Vietinbank Hanoi Branch until 2020 47 5.1.1 Orientation of Vietinbank 47 5.1.2 Orientation of Vietinbank Hanoi Branch .47 5.2 Solutions on using the human factor to improve customer satisfaction in Vietinbank Hanoi Branch 48 5.3 Recommendations for Vietinbank Headquarter 49 5.4 Limitations and Future Research .50 REFERENCES 52 vi APPENDICES 55 vii LIST OF TABLES Page Table 3.1 Measuring scale for data collection 22 Table 4.1 Results of EFA analysis on independent variables 35 Table 4.2 Alpha Cronbach results for independent variables 37 Table 4.3 EFA results on dependent variable 38 Table 4.4 Number of customers using services of other banks 39 (different from Vietinbank) Table 4.5 Frequency of usage of Vietinbank services of the research 39 sample Table 4.6 Customer assessment of the human factor and overall 40 satisfaction on the quality of service Table 4.7 Coefficient of the linear regression equation 41 Table 4.8 R2 value of the regression model 41 Table 4.9 Research Hypotheses Testing Results 42 viii Chapter Summary In this chapter, the research sample was described, measuring scale reliability was assessed, and obtained data was analysed to address the research objectives The sample of 150 observations were customers who have used or are using the services of Vietinbank Hanoi Branch, with longevity of one year or more All customers in the sample have some experience in using banking services, and are currently using the services of other banks This factor is important and helps to make customer evaluations more realistic In terms of representativeness, the results of the sample analysis show that the clients in the sample have different levels of income, occupation, age and educational level, ensuring the representativeness of the research (customers are based in Hanoi area) Regarding the measuring scale, 31/32 items used were valid and were used to measure the variables studied The results of the EFA analysis and Alpha Cronbach analysis showed that the scale is reliable (distinction between the variables and the convergence between items that measured the number of qualifying variables) However, compared to the original estimate, only out of independent variables were identified instead of the original variables The reason is that the two variables Reliability and Assurance did not represent the distinction that the actual data shows that these two variables are both included as one, and hence the new name is Reliability and Assurance Other variables have a reliable scale structure and are consistent with the expected variables in the research model Based on the verified measuring scale, the study analyzed customer behavior in using Vietinbank's banking services, particularly the satisfaction and assessment of customers on human factors in creating and providing services of Vietinbank The results showed that the customers in the sample showed a relatively high level of satisfaction and a relatively high level of consistent opinions of services at Vietinbank The human factors, in general, were highly valued in creating and providing services of Vietinbank (from 3.7 to 3.91 on the scale of 5) The two most valued aspects were employee empathy and work interactions The two factors included at the bottom of the list were Emotions and Attractiveness The main results of the study, which is the impact of the independent variables on customer satisfaction, was expressed through the multiple regression analysis which showed that six out of seven human factors (independent variables) had a positive and 45 significant impact on customer satisfaction The variable which was not significant was Interaction between employees in service creation and delivery R2 = 0.49 indicated that the human factor in the service accounts for 40.9% of the variation in customer satisfaction about service quality Of the impacting variables, the two variables with the highest impact level were Empathy and Reliability and assurance in service delivery 46 CHAPTER 5: CONCLUSION AND RECOMMENDATIONS TO ENHANCE CUSTOMER SATISFACTION AT VIETINBANK HANOI BRANCH 5.1 Orientation for business activities of Vietinbank Hanoi Branch until 2020 5.1.1 Orientation of Vietinbank From now until 2020, Vietinbank is trading in the following basic orientations: Breakthrough in organizational structure, governance according to international practice; Breakthrough in improving financial capacity, competitiveness; Breakthrough in risk management innovation, performance management; Breakthrough in modern platforms and technologies; Breakthrough in the restructuring of human resources and product solutions Promoting the collective role of employees 5.1.2 Orientation of Vietinbank Hanoi Branch Specific orientation of Vietinbank Hanoi branch is as follows: To quickly develop a team of high-quality managers, executives and specialists, build a suitable personnel policy to attract, employ and effectively manage the staff; To strengthen staff training and development on leadership skills, technical abilities, raise sense of responsibility and professional ethics of staff so that Vietinbank staff in Hanoi gradually increase in both quantity and quality, and meet new requirements that arise To transform comprehensively Vietinbank Hanoi’s culture towards customers, creating a unique culture of Vietinbank Hanoi 47 5.2 Solutions on using the human factors to improve customer satisfaction in Vietinbank Hanoi Branch As the results show, the human factor has an important and significant impact on customer satisfaction One of the key factors in improving customer satisfaction is using the human factor, especially the team that is in direct contact with the customer Specifically, according to research results, the human factors that mostly impact on customer satisfaction include employee empathy, reliability and assurance in service delivery, usefulness, responsiveness, emotions, and attractiveness of staff Therefore, the bank needs to have trainings in place to improve skills and competencies for employees Besides, in order to be able to effectively control the presentation of these competencies and skills in all work areas, the bank needs to have good control through various forms, which may include competence requirements, and skills requirements to be incorporated into KPIs for more effective control and evaluation Specifically, banks should pay attention to and the following: Enhance empathy in service provision: Employees need to be trained in caring skills, attentive to customer care, dedicated Employees need to pay attention even to the smallest needs of the customer; consider customer benefits and interst as the central importance, consulting for the benefit of customers Treat clients as their own relatives in consulting, communication and service delivery Maintaining and improving reliability and assurance in service provision: In addition to the spirit, positive attitude in providing services results in reliability and assurance, professional factors, products and services know-how, procedures in the bank are also important factors that creates a sense of trust and assurance of employees when providing services Therefore, the bank needs to have periodic training programs for employees Maintaining and improving the usefulness of employees and their ability to meet requirements of providing services: To achieve this, the bank should have reasonable staffing arrangements to ensure that staff is available to serve customers promptly, avoiding long waiting times for customers In order to serve customers promptly and satisfactorily when there arises a need for increased staffing, the bank needs to have a good IT system and an effective customer information management program so that 48 staff can be timely and accurately informed, avoiding situations where customers are repeatedly asked the same questions causing annoyance and time-wastefulness Improving emotions and attractiveness of employees: To enhance the emotions of employees, the bank needs to train and educate employees on the importance of maintaining positive emotions and emotions control skills; the ability to keep a smiling face and convey positive emotions to the other person The bank also needs to pay attention to the overall elements of employee attractiveness, not just appearance factors such as costume, makeup, but also facial expressions, communication skills and behavior, and customer greeting skills Overall, these factors will create an attraction for employees when interacting with customers Maintain and improve the cultural environment, co-operation in work between employees, especially in the presence of customers Although empirical research does not point to a significant direct effect of this variable on customer satisfaction, it can be seen that this variable is indirectly influenced by other human factors, especially emotions Emotions and attitude of the employees are decisive factors for their performance effectiveness, especially in the process of customer encounter for service delivery In order to improve the working environment, work attitude and create positive emotions for employees, the bank should pay attention to building a culture of cooperation, behavior and work coordination among employees in a positive and effective way 5.3 Recommendations for Vietinbank Headquarter Having recognised the importance of human factors in enhancing satisfaction of customers using Vietinbank's services, Vietinbank Headquater needs a strategic action plan to improve the quality of both staff and service provided Vietinbank Headquater needs to develop a code of conduct that highlights the importance of HRM and its crucial role in the long-term development of the bank In addition, Vietinbank Headquater must ensure that KPIs are implemented at all levels of performance and the KPI evaluation must be carried out annually and bi-annually Vietinbank Headquater also needs to consider salary and employee benefits, especially the front-office staff or the sales team A suitable remuneration policy based on merit is required 49 5.4 Limitations and Future Research Despite having drawn important conclusions and recommendations, based on the results obtained to help Vietinbank Hanoi Branch improve the quality of service in general and customer satisfaction specifically, there are still limitations that need to be identified The first limitation relates to sample size Although the observed sample of 150 was deemed appropriate to draw statistically significant conclusions, further research could extend the sample to further confirm the findings of the study Secondly, the results of research are merely associated with the services of Vietinbank Future research could be performed with a number of banks and / or other banks to evaluate obtained results Finally, in this study the variable Interaction between bank staff was discussed and incorporated into the research model as an independent variable to assess the direct impact on customer satisfaction Although the empirical results show that there is no significant correlation with satisfaction, an indirect impact can easily be recognized of this variable on employee attitude and emotions Future studies can further investigate this factor in relation to customer perceptions of service quality and satisfaction with quality of service 50 Chapter Conclusion In chapter 5, based on the results obtained from field research, based on the development orientation of Vietinbank in general and of Vietinbank Hanoi Branch specifically, the author has made recommendations to improve the quality of service of staff and to improve the customer satisfaction in Vietinbank Recommendations apply for both Vietinbank's Hanoi branch level and Vietinbank's head office level Limitations of the study and suggestions for future research have been identified 51 REFERENCES Ahearne, Michael and Gruen, Thomas and Jarvis, Cheryl (1999) If Looks Could Sell: Moderation and Mediation of the Attractiveness Effect on Salesperson Performance, International Journal of Research in Marketing, Vol 16, No 4, pp 269-284 Birkett A (2017) The Science of Increasing Customer Loyalty, Business Community Available at: https://www.business2community.com/customer-experience/science- 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Yes – Continue No – Stop interview Q2: Which of the following banks have you used services of: Vietinbank Vietcombank BIDV Agribank Techcom bank Millitary Commercial Bank National Citizen Bank An Binh Commercial Bank Lien Viet Commercial Bank Saigon ThuongTin Commercial Bank B For customers using Vietinbank’s services Q3: Where you usually visit Vietinbank? At branch At transaction office Q4: Which of Vietinbank’s services you use? Money withdrawal Money transfer Payment for products/services Credit Other (specify)……………… 55 Q5: Please assess your level of agreement with the following statements by circling the corresponding score on the following scale: Highly Disagree Neutral Agree Highly disagree agree No Factor I RELIABILITY Q5-1 Customer Assessment Level personal information is kept confidential Q5-2 The invoices, transaction documents, statements are complete, clear, and accurate Q5-3 Bank staff actively responds to customer complaints through the hot line II EMPATHY Q5-4 Bank staff understands well customer needs Q5-5 Bank staff cares about customers Q5-6 Bank staff has customer’s best interest in mind Q5-7 Customers consent to waiting in line during peak hours III RESPONSIVENESS Q5-8 Completion of transactions at the counter is efficient and timely Q5-9 Customer relations staff are willing to consult and help customers Q5- Loan documents appraisal process is efficient, 10 and not troublesome for the customer 56 IV ASSURANCE Q5- Customers feel safe when consulted by service 11 providers Q5- Bank staff is cheerful, polite, courteous, friendly 12 towards customers Q5- Bank staff have sufficient knowledge to deal 13 with complaints and problems V STAFF PHYSICAL ATTRACTIVENESS Q5- Staff that you met were beautiful 14 Q5- Staff that you met had an attractive appearance 15 Q5- Staff that you met had neat and eye-catching 16 dress-code VI STAFF SHOWING POSITIVE EMOTIONS Q5- Staff say "Hello", "How are you today", or other 17 forms of greeting Q5- Staff say”Thank you” 18 Q5- Staff maintain eye contact with you 19 Q5- Staff smile with you 20 Q5- Staff is pleasant 21 VII STAFF IS HELPFUL Q5- Staff you met served you in a timely manner 22 57 Q5- Staff you met explained to you in details the 23 services that you would receive Q5- Staff you met was never to busy to address your 24 queries Q5- Staff you met showed genuine care in resolving 25 your problem VIII PROFESSIONAL INTERACTION Q5- Interaction between branch and headquarters 26 Q5- Interaction between staff and controller 27 Q5- Interaction between staff and manager 28 Q5- Interaction between staff and staff 29 IX CUSTOMER SATISFACTION Q5- Your overall satisfaction with serving staff 30 Q5- Vietinbank met all your banking needs 31 Q5- Are you satisfied with the experience of staff 32 III PERSONAL INFORMATION Please could you let us know a little bit about yourself Q6: GENDER Male Female 18-25 26-34 Q7: AGE 58 35-45 Above 55 46-55 Q8: OCCUPATION Student Universal worker State officer Housewife Businessperson Other (specify)… Q9: AVERAGE INCOME Under million VND From 3.1-5 million VND From 5.1-10 million VND Above 10 million VND Q10: ACADEMIC QUALIFICATION High school Vocational University Postgraduate Q11: HOW LONG HAVE YOU USED VIETINBANK SERVICES Under year From - years From – years Above years Q12: FREQUENCY OF YOUR USAGE OF VIETINBANK SERVICES More than once a week Once a week 2-3 times a week Once a month At Vietinbank Branch Q13: WHERE DO YOU OFTEN DO SO At transaction office Q14: IN YOUR OPINION, WHAT SOLUTIONS ARE NEEDED TO INCREASE VIETINBANK SERVICE QUALITY Answer: ……………………………………………………………………………………… ……………………………………………………………………………………… THANK YOU FOR YOUR COOPERATION! 59 ... evaluate current state of retail services quality at Vietinbank Hanoi branch; secondly, assess the impact of the human factors on customer satisfaction on the quality of retail services; and thirdly,... reasons and to the actual activities at Vietinbank Hanoi branch, as head of the transaction office at this branch, I chose the topic "The Impact of Human Factors on Customer Satisfation on Retail. .. focusing on the concept of "quality perception" of consumers because the quality of the customer is the most objective assessment of quality of service From the above review, the quality of retail