Improving marketing activities in retail banking at joint stock commercial bank for investment and development of vietnam transaction 1 branch

ĐẠI HỌC QUỐC GIA HÀ NỘI KHOA QUẢN TRỊ VÀ KINH DOANH - PHẠM PHƯƠNG LIÊN IMPORVING MARKETING ACTIVITIES IN RETAIL BANKING AT JOINT STOCK COMMERCIAL BANK FOR INVESTMENT AND DEVELOPMENT OF VIETNAMTRANSACTION BRANCH CẢI THIỆN MARKETING TRONG HOẠT ĐỘNG NGÂN HÀNG BÁN LẺ TẠI NGÂN HÀNG TMCP ĐẦU TƯ VÀ PHÁT TRIỂN VIỆT NAM - CHI NHÁNH SỞ GIAO DỊCH LUẬN VĂN THẠC SĨ QUẢN TRỊ KINH DOANH HÀ NỘI - 2021 ĐẠI HỌC QUỐC GIA HÀ NỘI KHOA QUẢN TRỊ VÀ KINH DOANH - PHẠM PHƯƠNG LIÊN IMPORVING MARKETING ACTIVITIES IN RETAIL BANKING AT JOINT STOCK COMMERCIAL BANK FOR INVESTMENT AND DEVELOPMENT OF VIETNAMTRANSACTION BRANCH CẢI THIỆN MARKETING TRONG HOẠT ĐỘNG NGÂN HÀNG BÁN LẺ TẠI NGÂN HÀNG TMCP ĐẦU TƯ VÀ PHÁT TRIỂN VIỆT NAM - CHI NHÁNH SỞ GIAO DỊCH Chuyên ngành: Quản trị kinh doanh Mã số: 8340101.01 LUẬN VĂN THẠC SĨ QUẢN TRỊ KINH DOANH NGƯỜI HƯỚNG DẪN KHOA HỌC: TS NGUYỄN VĂN GIÁP HÀ NỘI - 2021 DECLARATION I, at this moment, undertake that this is my research work throughout the research and learning process The data and results stated in the thesis (including evidence, diagrams, tables, pictures and other documents) are truthful and have not been published in other works If it does not comply with the above, I take full responsibility to the Thesis Appraisal Council, the Faculty of Management and Business - Hanoi National University for my topic i ACKNOWLEDGEMENT I would like to express my deep gratitude to the teachers and staff, experts, Faculty of Administration and Business - Hanoi National University for teaching and creating favorable conditions for me throughout the time to take a master's class in Business Administration I would like to thank the teachers for their enthusiastic guidance and suggestions throughout the thesis making process Especially PhD Nguyen Van Giap with the patience, motivation, inspiration, passion, vast knowledge source, continuously supported me throughout the process of studying and researching the thesis Finally, I would like to thank the leaders of Bank Branch - Bank for Investment and Development of Vietnam and my colleagues for helping and creating favorable conditions for me to collect data to the thesis ii TABLE OF CONTENTS DECLARATION i ACKNOWLEDGEMENT ii TABLE OF CONTENTS iii ABBREVIATION vi LIST OF TABLES vii LIST OF CHARTS & FIGURES .viii INTRODUCTION 1 Rationale Overview of research Research objectives 3.1 General objectives 3.2 Specific objectives 4 Research question 5 Research object and research scope Research method 6.1 Methods of information collection 6.2 Information processing method 6.3 Methods of information analysis Thesis structure CHAPTER 1: THEORETICAL BASIS FOR MARKETING IN RETAIL BANKING OF COMMERCIAL BANKS 1.1 Retail Banking Service 1.1.1 The concepts 1.1.2 Features of the retail banking service 1.1.3 Retail banking services 1.2 Marketing in retail banking activities in commercial banks 11 1.2.1 The concept 11 1.2.2 The role of retail banking marketing 12 1.2.3 Marketing content in retail banking 14 1.2.4 Factors affecting retail banking marketing 22 1.3 Experience and lessons learned in implementing retail banking marketing activities at some commercial banks 24 iii 1.3.1 Experience of some commercial banks in retail banking marketing 24 1.3.2 Lessons learned for the Joint Stock Commercial Bank for Investment and Development of Vietnam (BIDV) Transaction Branch 27 CHAPTER 2: THE CURRENT SITUATION OF MARKETING IN RETAIL BANKING OF JOINT STOCK COMMERCIAL BANK FOR INVESTMENT AND DEVELOPMENT OF VIETNAM (BIDV) - TRANSACTION BRANCH 29 2.1 Introduction to the Joint Stock Commercial Bank for Investment and Development of Vietnam (BIDV)- Transaction Branch 29 2.1.1 History of formation and development 29 2.1.2 Organizational Structure 30 2.1.3 Business results 31 2.2 Current status of retail banking marketing at Vietnam Joint Stock Commercial Bank for Investment and Development, Transaction branch 32 2.2.1 Current situation of market research 32 2.2.2 Current status of the target market 35 2.2.3 Current situation of marketing policies mix 36 2.2.4 Evaluate the effectiveness of retail banking marketing activities at BIDV Transaction 54 2.3 Overall assessment of retail banking marketing at Vietnam Joint Stock Commercial Bank for Investment and Development - Transaction Branch 60 2.3.1 Results achieved 60 2.3.2 Limitations and reasons 62 CHAPTER 3: SOLUTIONS TO IMPROVE MARKETING ACTIVITIES IN RETAIL BANKING OF JOINT STOCK COMMERCIAL BANK FOR INVESTMENT AND DEVELOPMENT OF VIETNAM (BIDV) - TRANSACTION BRANCH 67 3.1 Orientation and objectives of retail banking business at Vietnam Joint Stock Commercial Bank for Investment and Development - Transaction Branch 67 3.1.1 Retail banking business orientation at Vietnam Joint Stock Commercial Bank for Investment and Development, Transaction Branch 67 3.1.2 Retail banking business objectives at Vietnam Joint Stock Commercial Bank for Investment and Development, Transaction Branch 67 3.1.3 The direction to perfect marketing activities in retail banking 69 3.2 Solution of improving marketing in retail banking activities at Vietnam Joint Stock Commercial Bank for Investment and Development- Transaction Branch 70 3.2.1 Improving market research 70 3.2.2 Improving the selection of target market 71 iv 3.2.3 Solutions for completing mixed marketing activities in banking activities at BIDV Transaction 73 3.3 Recommendations 82 3.3.1 Recommendations to the Government 82 3.3.2 Recommendations to the State Bank 83 3.3.3 Recommendations to the Bank for Investment and Development of Vietnam 84 CONCLUDE 86 REFERENCES 87 APPENDIX 89 v ABBREVIATION ATM BIDV BIDV SGD1 Automatic teller machine Joint Stock Commercial Bank for Investment and Development of Vietnam Joint Stock Commercial Bank for Investment and Development of Vietnam - Transaction Branch IT Information Technology SMEs Small and medium business RB Retail banks SBV State bank of Vietnam NHTM Commercial Bank PGD Transaction office POS Department for card accept/ Point of Sale TMCP Stock Commercial vi LIST OF TABLES Table Business performance of BIDV Transaction 31 Table 2 Sample of customer survey using Retail banking service of BIDV Transaction 34 Table Market research results of BIDV Transaction 35 Table Market segmentation activities, defining the target market of BIDV Transaction 36 Table List of BIDV Transaction 1's banking services compared to competitors 37 Table Survey results on products and services of retail banking 38 Table Figures on average deposit and lending rates of banks 39 Table Prices of some services at banks in the area of operation 40 Table Survey results on the cost of banking services 40 Table 10 Branches and transaction offices of BIDV Transaction 41 Table 11 Survey results on distribution channels of banking services 43 Table 12 Some gift programs for depositors in 2019 44 Table 13 Prizes in the lucky draw program of BIDV Transaction 45 Table 14 Some preferential activities in lending of BIDV Transaction in the period of 2017-2019 46 Table 15 Survey results on advertising activities, promoting banking services 47 Table 16 Survey results on facilities 49 Table 17 Human resources of BIDV Transaction 50 Table 18 Training form of human resources for management and business of banking services at BIDV Transaction 51 Table 19 Results of training human resources in banking and banking services at BIDV Transaction 52 Table 20 Survey results about bank staff 52 Table 21 Survey results on banking service process 54 Table 22 Sales of retail capital mobilization services at banks 55 Table 23 Outstanding loans from retail credit activities 56 Table 24 Revenue raised from banking services 57 Table 25 Market shares of banking services by some banks 58 Table 26 Income from Retail banking services 59 Table 27 Number of customers using the service 60 Table Business plan targets of Retail banking for the period until 2025 of BIDV Transaction 69 Table Banking services market segments 72 vii LIST OF CHARTS & FIGURES Chart Organizational structure of BIDV Transaction Branch 30 Chart 2 BIDV Transaction 1's Banking Banking Market Research Process 33 Chart ATM and POS system of BIDV, Transaction branch 42 Chart Cost of upgrading and maintaining Core banking, ATM and POS system of BIDV Transaction branch 48 viii 3.2.3.4 Regarding communication and promotion Transaction Branch BIDV needs to make communication plan for the whole period 2020-2025 and each year associated with the organization of events, new product development plans of the Head Office Besides, the branch need to improve the marketing toolset, the marketing tools supporting the sale of products and services applied by the branch must be different and more convenient than their competitors Based on the list of products and services that retail banking is providing, the branch can design an ―Retail banking product and service manual‖ whereby each product and service will have its characteristics, logo, slogan and supply issued to customers The manual is like a small dictionary, a tool to support customers when making transactions at the branch in particular and the BIDV system in general, to understand banking terms as well as understand products of Retail banking BIDV Transaction can design "Handbook of Retail banking products and services" with the size of about 13x13 (cm), not more than 20 pages/book and keep it on the shelf to provide free of charge to customers related utility products and services for customers to know more information The cover of the book has a picture of the main product so that customers can easily choose the reference book and use At the same time, BIDV Transaction must continue to maintain and improve timely communication programs before, during and after the organization of important events, promotions so that customers get used to using Retail banking services For promotions, it is advisable to continue to maintain the prize programs by lottery or draw However, it should improve and reduce the value of the special prize, for example, the value of Toyota Camry 2.5Q from 1.4 billion VND decreased to 700 million VND, increasing the prize structure so that customers have more chances to win and to maintain customer loyalty Intending to create a stable customer base, maintain and developing long-term relationships with customers and in order to attract potential customers In banking operations, BIDV Transaction Branch needs to strengthen customer policies, such as organizing visits, giving flowers to congratulate birthdays, holidays, customer festivals… find out customer needs, hobbies to connect the relationship between customers and the branch widely and quickly BIDV Transaction also needs to promote internet banking services to all audiences, primarily focus on young customers, highly educated officials, and others 77 characteristics of each product line; implement the program "introduce your friends and family" to attract more customers Regarding the plan to expand the bank's image: In the coming time, BIDV Transaction Branch should regularly organize outdoor advertising activities on the occasion of great festivals in Hanoi city At the same time, it is necessary to organize an exchange of outdoor campaigning games for charity to promote the brand through participating in helping the community, developing solidarity, attracting free media (costsaving but highly appreciated for community help activities) Therefore, BIDV Transaction should focus on reality TV programs that attract high viewership and human nature, high social benefits such as: Outperforming Yourself, Dream House to get favor from customers Also, BIDV Transaction can hire qualified event organizers, market research companies and work with these companies on the site search plan, advertising format, time Before deciding to advertise images and brands, it will save costs but bring high efficiency In addition to traditional forms of communication, BIDV Transaction needs to supplement a modern, cost-effective communication by sending SMS (BSMS) via phone or emailing customers to provide information about new products and services, promotions, customer care, and preferential policies of the branch To implement this communication plan, BIDV Transaction needs to have a plan to review, select and fully update customer information (phone number, email) to the original data source of the entire branch system 3.2.3.5 Human resources BIDV Transaction needs to supplement human resources for retail banking operations, including specialized staff, to communication work In the immediate future, depending on the size of assets of each transaction point, the managing branch will arrange staff to specialize in consulting and introducing products and services to customers In the next two years, Transaction Branch should study to establish a full-time Marketing Department, independent from the departments and under the direct management from the Board of Directors The functions of the Marketing Department will include: Marketing Department functions as the focal point to organize the development of the Branch system, Transaction Office, manage the Bank branding through PR and communication activities 78 Gather information, research all market developments to come up with suitable Marketing policies: Collecting customer information, market information Market profiling and revenue forecasting Survey customer behavior Market segmentation, target market definition, brand positioning Product development, product completion with attributes expected by the market Administer the product according to the product's life cycle Develop and implement a mixed marketing strategy plan according to the Ps model to ensure the plan - The duties of the Marketing Department: Develop and implement advertising plans, PR, and supervise these activities to develop brands Build and develop relationships with reporters, media and media in a sustainable, right, and effective manner Develop an internal PR plan to strengthen internal relationships, increase employee satisfaction and increase employee engagement with the Bank Implement and monitor the Bank's general PR and advertising activities to achieve the Bank's advertising and PR goals The focal point coordinated with branches, transaction offices and functional departments on the head office to implement the Bank's business and promotion programs Coordinate and supervise the implementation of information creation, aiming to promote BIDV brand Collect and process information related to the image and brand of BIDV through the media through surveys measuring customer satisfaction at branches Planning the Bank's events, coordinating and monitoring internal events and events related to the Bank's business operations and managing event costs Gather information, market developments, and adequately handle collected information in order to come up with appropriate Marketing policies Coordinate with other units and departments to implement product programs, promotions Plan and coordinate with departments to implement system development work Responsible for surveying, finding suitable locations, making relevant legal procedures and other procedures related to the establishment, adjustment, relocation, shutdown, merger, split branch, Transaction 79 The employees of the Marketing Department need to be staff with specialized expertise in Marketing and communication, graduating well from domestic and foreign universities with appropriate graduate majors They need an understanding of the market, the skills to quickly, accurately collect and analyze information and, importantly, make significant recommendations for the leadership to have ways to improve operational efficiency BIDV Transaction needs to invest in human resources for the traditional department, advertising design personnel, ensuring that marketing personnel must work in coordination with other departments to design suitable banners and posters requested content of products and services, creating a good impression on viewers Marketing human resources need to regularly market research on competitor's customer needs, products, prices, customer policies, comprehensive information throughout the branch, to make a plan implementation strategy BIDV Transaction needs to focus on training a skilled retail team, good at handling situations to improve service quality, in addition to focusing on innovating style and customer service attitude, ensure to bring the highest satisfaction to customers The Branch can carry out staff training in the form of analysis and handling of real-world situations, training in the form of role-playing and training in the form of periodic skills tests and examinations Organizing the annual professional test and examinations outside of the profession for the objects being tellers and the cashier, BIDV Transaction needs to organize professional examinations and checks for the objects being customer relations officers, and credit officers used to improve professional qualifications for customer development marketing Through the contest, the staff will be strengthened their knowledge, which is also the basis for the leadership of the Branch to evaluate and record the professional qualifications of the staff, from which there are plans to arrange personnel, make plans training to improve the operational efficiency of the entire branch 3.2.3.6 About facilities For marketing activities to develop banking services of BIDV's Transaction Branch, the completion of the infrastructure system is considered the immediate and urgent solution In the coming time, the branch should regularly check and rectify the arrangement, arrangement of transaction locations, reception, customer guidance, and implementation of BIDV's culture at Transaction Center in dealing with customers at the branch's transaction point 80 Every year, BIDV Transaction needs to have a plan to invest in capital construction, purchase fixed assets and upgrade the information technology system and submit it to the Head Office for approval Plans need to be built in the medium term, in association with other strategies such as product development plans and distribution channels to ensure that investment plans are implemented synchronously and soon to be effective Proposing the Head Office to build a unified database system and apply it at the branch (with software to support business operations and management), ensuring a smooth operation process throughout the system Improving the quality of management software, minimizing risks in business operations and supporting quick and accurate decisionmaking Please direct and support the Head Office to upgrade the IT system in order to build and apply an advanced and modern IT system, complying with international standards to meet the development requirements of the bank, creating strengths separate competition through competition by technology, focusing on deploying utility systems to serve customers such as portal integrating electronic services on the Internet Every year, BIDV Transaction needs to check the compliance with regulations on the brand identity of BIDV system at the transaction points managed by the branch, compare with BIDV's brand identity set to make a plan to overcome the year ensure the consistency and aesthetics of BIDV's brand identity at the branch At the same time, the branch should maintain once a month for compliance with the standard transaction space, the provision of publications, and the client's transactional tools and equipment at the counter BIDV Transaction needs to maintain the uniforms of employees of the entire branch and comply with the wearing of nameplates when dealing with customers In the development trend of digital technology, SGD Branch can research and deploy "E zone experience area" There, customers directly operate banking services through tablet devices, touchscreen computers through Digital Lab application From there, increase customer experience, support to change distribution channels, improve employee productivity at counters, as well as enhance BIDV's modern bank image 3.2.3.7 About service process When dealing with a bank, customers are not only interested in the results of the service, but also the process of the bank's service provision This process affects the mentality and feelings of the customer Therefore, in order to provide perfect services to 81 customers, BIDV Transaction needs to solve problems in the process of providing retail banking services to customers, these contents must be improved at the same time to ensure the quality of services The author gave some related proposals on the banking service process, specifically as follows: The customer service department needs to promote information to customers about products and promotional services and receive customer inquiries through call center services The Branch needs to periodically measure and evaluate the compliance with two sets of professional ethics and codes of conduct issued by the Head Office to correct the transaction style of branch staff Periodically measure and select the best compliance officers in the branch to commend and reward The branch should assign this assessment to the grassroots Trade Union to create a positive movement of the employee union team in the unit Regularly maintain ISO 9001:2008 standardized on customer satisfaction measurements throughout the branch to develop improvement plans Measurement must be objective to ensure the reliability of survey results and must thoroughly overcome customer opinions within a defined time limit This content is assigned to the customer management department, this department must develop a detailed plan, and the department leader must supervise and be responsible to the branch leader 3.3 Recommendations 3.3.1 Recommendations to the Government Creating a stable socio-economic environment: A stable socio-economic environment is always a solid foundation for human activities and development in all fields Marketing activities of the Bank are not out of that rule Only when the economy develops, and inflation is controlled, will retail customers feel secure to invest in production and business, thereby arising many financial demands Thus retail customers will require transactions with the Bank, Marketing activities of the Bank have therefore been expanded and developed Completing the legal system: The authorities should review legal documents related to Marketing activities such as policies on advertising regulations, branding to see what is inappropriate content with the actual situation to be edited to create conditions for the Banking-Marketing activities to operate smoothly, synchronously, promoting all inherent strengths Significantly, there must be clear regulations on management mechanism and organization to avoid overlapping situation causing difficulties for the Bank The promulgation of legal documents related to Marketing and advertising activities to protect 82 the interests of subjects participating in the banking sector, creating an equal and highly competitive business environment Constructing and developing synchronous infrastructure, especially information technology and telecommunications infrastructure: This construction creates conditions for banks to develop services with technology content such as e-banking, auto banking only then can the Bank's Marketing activities achieve the best results Authorities, especially the Hanoi Department of Planning and Investment, have a mechanism to facilitate the Bank to exploit information of retail customers who have registered their business in the area 3.3.2 Recommendations to the State Bank Currently, the State Bank still plays a leading role in banking activities, in order to develop banking services in BIDV as well as other commercial banks to suit the general trend of the world, the State Bank needs to implement some of the following solutions : - Because it is a new field, still in the process of development, banking services still not have a specific legal document to regulate The State Bank of Vietnam needs to immediately promote the introduction of specific policies and operational mechanisms so that commercial banks know the direction of implementation and implementation, not letting the situation happen when a service is completed However, the State Bank introduced a law ban providing that service, causing difficulties and waste for banks The ordinances given on banking services must also ensure the coherence and consistency with the previous legal documents as well as conform to international standards to avoid dodging the law of banks small, healthy, safe and highly efficient operating environment for an emerging field like Retail banking - Introducing regulations that require commercial banks to share credit information It is consistent with the current complicated socio-economic situation, ensuring safety in credit operations for banks themselves, avoiding the situation that one user uses a mortgage to borrow money at many different banks, appropriating capital of hundreds of billion dong like the recent incident with Eximbank - It is necessary to enhance its role in banking operations, because the current role of the State Bank is still very vague, unclear, not having far-reaching influence The State Bank of Vietnam needs to be a pioneer in technology innovation, especially in non-cash payments, which must be conducted through an intermediary, the SBV to speed up, improve payment quality, and encourage All economic sectors to participate in this activity, limiting cash payments It is also a contribution to help commercial banks expand the issuance of modern payment cards, increase service fees 83 - The State Bank of Vietnam needs to have more flexibility in managing the national monetary policy, giving reasonable introductory interest rates, deposit ceiling interest rates with the current economic situation to avoid causing difficulties for commercial banks in capital mobilization as well as in credit activities 3.3.3 Recommendations to the Bank for Investment and Development of Vietnam Because it is a tier branch under Vietnam Investment and Development Bank, all activities of BIDV Transaction Branch must strictly comply with the general principles and charter of the whole system, specific objectives and plans that central BIDV fabricate Therefore, in order to best implement the proposed solutions, contribute to helping the Branch effectively implement marketing activities, vigorously develop in the field of banking services, rise to the leading position in the area coordinate and support from the Head Office through many specific solutions as follows: - Due to the long-term operation in the wholesale banking sector, mainly serving large enterprises and critical projects, the working style has not been completely changed to suit the new situation with the style of a modern Retail banking BIDV needs to improve the management and operation capacity, creating a change in psychology right from the leaders for employees to change - BIDV needs to have a market research strategy on a large scale, not only in big cities like Hanoi or Ho Chi Minh City but also in small cities and rural areas to recognize the needs the new bridge On that basis, deploy and launch new products to the market to diversify products, meeting all customers' needs while still having the bank's own identity, making a complete difference with competitors - BIDV needs financial support so that the Branch can expand its operating area to many districts with great potential for development, but there is still no branch transaction office, expanding the network of distribution channels retail service - BIDV needs to have a plan to improve further the IT network of the whole system, with separate programs divided by each product line to create more comfortable conditions in managing income and expenses, thereby clearly define the development of the product to have a proper new direction IT is the foundation of online banking, so the transmission speed must be guaranteed; data about each customer must be updated immediately after a transaction occurs; this is not possible because each Branch can improve management that central BIDV must have a specific development strategy 84 - BIDV needs to study a more reasonable service fee schedule to apply in the whole system because the current fee of BIDV is higher than some commercial banks, reducing the competitiveness in service provision - The Branding Department and the public should have a department specializing in retail banking This department should have a close connection with the Retail banking Service Development Department at the Head Office as well as the Marketing Department at the branch They are thereby helping to unify and improve efficiency in market research, new product development, implementation of mixed promotion and promotion strategies so that products can be more accessible to consumers the whole system - BIDV needs to have a new policy on training human resources, open intensive training courses on communication skills, sales, product marketing for staff directly dealing with customers to improve High-quality service at branches The recruitment stage of staff should be done more closely, not to miss talented people, choose the right people for the right working position Also, the salary and bonus policy must be changed to be more suitable, creating equal competition among employees 85 CONCLUDE We are facing the trend of globalization and integration and in the context of banking system restructuring in Vietnam, to continue increasing the size of the market share and improving the quality of banking services in general and banking services in general BIDV Transaction in particular, towards sustainable and efficient development, BIDV Transaction needs to improve the marketing activities of banking services in general and suitable retail banking services in particular based on apply scientific and technical technology, bring modern services to customers In particular, there must always be the concept of placing the customer at the center of the development strategy to create trust and reputation in business operations Retail banking customers are individuals with a considerable number of potential customers, and their needs are plentiful, diverse and always changing according to integration trends and development trends of information technology Therefore, BIDV Transaction Branch must continuously research and improve marketing activities for retail banking services to continually maintain and increase the retail market share in the area of operation Through the study of the topic " Enhancing Marketing Activities in Retail Banking at Joint Stock Commercial Bank for Investment and Development of Vietnam (BIDV) Transaction Branch ", the author wants to emphasize the benefits of Marketing activities as really big and very important for the development of the bank The author believes that the solutions to perfect the marketing activities proposed by the author are highly practical, convenient and feasible for BIDV Transaction The Bank can see this as a direction for the marketing activities for the retail banking sector to overcome shortcomings, promote strengths, continually improve, develop marketing strategies, exploit effectiveness In order to make the bank's business efficiency better and better, in order to create the most favorable conditions for BIDV Transaction Branch to gradually move towards the goal of being a commercial bank with the No retail market share above operating area 86 REFERENCES Cassy Gleason and Akua Soadwa (2014), Survey of retail bank services in New York, The International Journal of banking Marketing, 23 (2): 200-216 Tiwan, Rajnish and Buse, Stephan (2015), The German banking sector: Competition, consolidation and contentment, International Journal of Service Industry Management Reynold and Philip (2015), Retail banking services Marketing strategy: a Model of traditional, electronic and Mixed Distribution choices, Journal of Scientific and Research Publications, Volume 2, Issue 4, April 2012 ISSN 2250-3153 Pham Thu Thuy (2016), Retail Banking Marketing Development at Vietnam Bank for Agriculture and Rural Development, Master's thesis in Economics of Banking Academy Pham Thi Phuong Dung (2012), Marketing Solution for Payment Card Services at Bank for Investment and Development of Vietnam, Da Nang branch, Master Thesis of Business Administration, University of Danang Hoang Quoc Huy (2015), Marketing solutions for Internet Banking services of Saigon Commercial Bank - Binh Dinh Branch in Binh Dinh Province, Master Thesis of Business Administration, The University of Danang Le Cong (2013), Retail banking services dominate the market, Banking Times No 10, pp 11-15 Dao Le Kieu Anh (2013), Developing wholesale and retail banking services at Bank for Investment and Development of Vietnam Doctoral thesis in economics, University of Economics, Ho Chi Minh City Mac Quang Hung (2010), Investment Bank, Statistics Publishing House 10 Phan Thi Thu Ha, 2012) Commercial banking textbook, Statistics Publishing House 11 Nguyen Thi Mui and Ngo Minh (2009), Marketing textbook of financial services, Financial Publishing House 12 Trinh Quoc Trung (2009), Banking Marketing, Statistics Publishing House 13 Nguyen Dinh Tho, Nguyen Thi Mai Trang (2007), Marketing Science Research, National University Publishing House, Ho Chi Minh City 14 Philip Kotler (2003), Basic Marketing, Labor - Social Publishing House 15 Philip Kotler (2009), Marketing Manager, Labor - Social Publishing House 16 Luu Van Nghiem et al (2008), Marketing services, National Economics University Publishing House 87 17 Nguyen Thi Minh Hien (1999), Marketing of financial services, Statistical Publishing House, Hanoi 18 Nguyen Thi Minh Hien (2004), Banking-Marketing Textbook, Statistical Publishing House, Hanoi 19 Tran Minh Dao (2006), Marketing, Statistics Publishing House 20 Nguyen Xuan Quang (2005), Trade marketing textbook, Labor Publishing House 88 APPENDIX SURVEY BOARD Dear Sir or Madam! Currently, I am researching the topic " Improving Marketing Activities in Retail Banking at Joint Stock Commercial Bank for Investment and Development of Vietnam (BIDV) - Transaction Branch " We hope you take a moment to answer some of the following questions Each of your answers is valuable and meaningful for my research We hope to receive your cooperation Part 1: Your personal information: Gender: �Male �Female Age: � Under 30 �30-40 �40-50 �Over 50 Income: � Less than 10 million � From 10-15 million �From15-20 million �From 20-25 million � Over 25million Type of products used: � Retail loans � Send money � Other services Part 2: Survey content: Please rate the level of agreement with the following statements by marking an X in one of the numbers from to By convention, the larger the number, the more you agree Statements built are the content of marketing activities that are being carried out by BIDV Transaction The corresponding levels are as follows: �1: Totally disagree; � �2: Disagree; � �3: No comments; � � 4: Agree; �5: Totally agree Element Product Content The bank's products and services are highly suitable for customers' needs Banking products and services are diversified and flexible The bank's products and services are highly specific 89 Price Distribution Communication, promotion Human The bank's products and services have many utilities and features that meet the expectations of customers Retail banking service prices are reasonable, in line with the wishes of customers The price of banking services is competitive with other banks' similar products Promotional policies, interest rates reduction for retail loans are implemented regularly by the bank Information on the pricing of Retail banking services is public and transparent The transaction points are reasonably distributed, creating favorable conditions for customers to make transactions Customers not have to wait too long to be serviced at the point of sale even at peak times There are suitable supports for customers from the banks and employees during service deployment The bank effectively provides an indirect channel of distribution from the collaborators Advertising, marketing and introduction of Retail banking services are done very professionally Advertising and marketing information provided to customers with eye-catching, easy-to-remember content Bank staff regularly contact and discuss with customers about banking services The interaction between the bank and the customer is regular and timely Bank staff always show civilization and politeness when dealing with customers Bank staff always show a deep understanding of the form, process, fees and prices of banking services Bank staff showed dynamism and hard work at work Procedure The bank's management staff have shown their ability to run the job well The process of providing Retail banking services is fast and convenient There are no mistakes and mistakes from the bank in the process of providing banking services Customer care activities of the bank are always done thoughtfully Customers feel the professionalism and specialization of the staff when they contact in the process of providing banking services Facilities at the transaction points are nice and clean The transaction points are always arranged and clean Infrastructure Bank staff are always neat and polite Nameplates and advertisements of transaction points are easy to recognize 90 Sincerely thank! 91 ... of retail banking business at Vietnam Joint Stock Commercial Bank for Investment and Development - Transaction Branch 67 3 .1. 1 Retail banking business orientation at Vietnam Joint Stock Commercial. .. 1. 1.3 Retail banking services 1. 2 Marketing in retail banking activities in commercial banks 11 1. 2 .1 The concept 11 1. 2.2 The role of retail banking marketing. .. content of marketing in commercial banking activities of commercial banks? - How is the marketing situation in the banking activities at the Joint Stock Commercial Bank for Investment and Development