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1. The pressing need necessity of the topic In the current era, the industrialization trend is taking place at a rapid speed, harmonizing with all sectors of the economy. Thanks to the advent of the Internet and Telecommunications networks, Commercial banks also get closer to consumers and exchange of information between customers and banks is simplified with just a click of a mouse or phone’s keyboard. From which, Ebanking service has also developed at a strong speed, contributing to the banks competitiveness and large income. Therefore, Ebanking service has been set up by commercial banks as a financialbanking transaction channel for all types of customers including individuals and corporates helping customers become the own of financial resources everywhere. Ebanking service is increasingly attracting more and more individual and corporate customers for usage due to its convenience, speed, ability to serve anytime and anywhere, which helps many corporates improve the efficency of capital usage in business. Ebanking service has also been developing more and more professionally at BIDV Thanh Do Branch, providing ebanking products and services more diversified, improving the turnover of service usage, increasing the number of customers to raise income from ebanking services. However, the Branch still faces up to many difficulties in the market, in terms of competitiveness in the development of banking products and services derived from governance, human resources, and technology, equipment and marketing to increase the number of customers using ebanking services. Hence, it is necessary for the Branch to have synchronous solutions to solve the current difficulties and limitations in order to take advantage of opportunities to better develop ebanking services, contributing to reduce costs, increase income, improve BIDVs competitiveness and position in Phuc Dong ward, Long Bien district, Ha Noi city. From the above reasons, the Author chose the topic: Solutions to develop e
ĐẠI HỌC QUỐC GIA HÀ NỘI KHOA QUẢN TRỊ VÀ KINH DOANH - Hoàng Diễm My SOLUTIONS TO DEVELOP E-BANKING SERVICES AT JOINT STOCK COMMERCIAL BANK FOR INVESTMENT AND DEVELOPMENT OF VIETNAM – THANH DO BRANCH CÁC GIẢI PHÁP PHÁT TRIỂN DỊCH VỤ NGÂN HÀNG ĐIỆN TỬ TẠI NGÂN HÀNG TMCP ĐẦU TƯ VÀ PHÁT TRIỂN VIỆT NAM – CHI NHÁNH THÀNH ĐÔ LUẬN VĂN THẠC SĨ QUẢN TRỊ KINH DOANH HÀ NỘI - 2021 ĐẠI HỌC QUỐC GIA HÀ NỘI KHOA QUẢN TRỊ VÀ KINH DOANH - Hoàng Diễm My SOLUTIONS TO DEVELOP E-BANKING SERVICES AT JOINT STOCK COMMERCIAL BANK FOR INVESTMENT AND DEVELOPMENT OF VIETNAM – THANH DO BRANCH CÁC GIẢI PHÁP PHÁT TRIỂN DỊCH VỤ NGÂN HÀNG ĐIỆN TỬ TẠI NGÂN HÀNG TMCP ĐẦU TƯ VÀ PHÁT TRIỂN VIỆT NAM – CHI NHÁNH THÀNH ĐÔ Chuyên ngành: Quản trị kinh doanh Mã số: 8340101.01 LUẬN VĂN THẠC SĨ QUẢN TRỊ KINH DOANH NGƯỜI HƯỚNG DẪN KHOA HỌC: PGS.TS TRẦN NGỌC CA HÀ NỘI - 2021 COMMITMENT I hereby undertake that the topic of thesis “Solutions to develop e-banking services at Joint Stock Commercial Bank for Investment and Development of Vietnam- Thanh Do Branch” is researched by myself and originated from trainning in practice and scientific research The documents and data in the thesis are clearly originated and properly & truthfully quoted I would like to take responsibility to the Thesis Evaluation Committee, Faculty of Business Administration - Vietnam National University and the research results in the thesis have not been published in previous studies THE AUTHOR Hoàng Diễm My TABLE OF CONTENT LIST OF TABLES i LIST OF FIGURES ii PREFACE CHAPTER 1: OVERVIEW OF E- BANKING SERVICE DEVELOPMENT 1.1 The definition of E-banking service 1.1.1 Advantages of E-banking service 1.1.2 Disadvantages of E-banking service 1.2 E-banking services development at BIDV 1.2.1 E-banking services 1.2.2 Definition of E-banking services development 1.2.3 Strategy and evaluation criteria for E-banking services development 1.2.4 Influence factors 1.3 Experiences in e-banking services development of some commercial banks and lessons 1.3.1 Experiences in e-banking services development in the world 16 1.3.2 Experiences in e-banking services development in some Domestic Commercial Banks 17 1.3.3 Experienced Lessons for BIDV – Thanh Do Branch 20 Conclusion of Chapter 21 CHAPTER 2: THE CURRENT DEVELOPMENT SITUATION OF E-BANKING SERVICES AT JOINT STOCK COMMERCIAL BANK FOR INVESTMENT AND DEVELOPMENT OF VIETNAM - THANH DO BRANCH 23 2.1 BIDV- Thanh Do Branch Introduction 23 2.1.1 Foundation and development 23 2.1.2 Organizational chart 23 2.1.3 Human resource current situation of the Branch 25 2.1.4 Business performance results for the period of 2017 - 2019 26 2.2 Current situation of e-banking development at BIDV - Thanh Do Branch 37 2.2.1 Number of provided e-banking services 37 2.2.2 Number of customers using e-banking services 54 2.2.3 Transaction value of e-banking services 62 2.2.4 Income from the service, and the cost of operating and maintaining the service 63 2.3 Evaluation of factual development situation of E-Banking Services at BIDV – Thanh Do Branch 65 2.4 Factors affecting the development of e-banking services at BIDV – Thanh Do Branch 73 2.4.1 Management and administration work 74 2.4.2 Employee qualification 79 2.4.3 Marketing activities 80 2.4.4 Technology infrastructure for banking 81 Conclusion of Chapter 83 CHAPTER 3: SOLUTIONS TO DEVELOP E-BANKING SERVICE AT BIDV - THANH DO BRANCH 84 3.1 Development orientation of BIDV - Thanh Do Branch to 2022 84 3.1.1 General development orientation 84 3.1.2 E-banking service development orientation 86 3.2 Solutions to develop e-banking service at BIDV - Thanh Do Branch 87 3.2.1 Improve governance efficiency 87 3.2.2 Develop cooperation with businesses 89 3.2.3 Improve human resources quality 90 3.2.4 Completing customer service 92 3.2.5 Promote marketing 94 3.2.6 Increase the invesment in facilities and technology equipment 95 3.3 Some Suggestions 97 3.3.1 For the Government 97 3.3.2 For the State Bank 98 3.3.3 For BIDV 99 Conclusion of Chapter 102 CONCLUSION 103 LIST OF REFERENCES 104 LIST OF TABLES Figure 2.1: Organizational chart at BIDV, Thanh Do Branch: 25 Figure 2.2 Proportion of staff by level .26 Figure 2.3: Structure of customer-based capital mobilization 28 Figure 2.4: Structure of term-based capital mobilization 29 Figure 2.5: Credit outstanding balance by customer groups in the period 2017-2019 33 Figure 2.6 Proportion of service activities at BIDV Thanh Do Branch by product in the period of 2017-2019 35 Figure 2.7: Income-Expense-Pre-tax profit in 2017-2019 37 Figure 2.8: Percentage of customers using e-banking services 56 Figure 2.9 Proportion of customers using e-banking 57 Figure 2.10: Proportion of e-banking products and services 57 Figure 2.11: Structure of customers using e-banking services 59 Figure 2.12: Proportion of cards .61 Figure 2.13: Revenue from electronic banking services 64 Figure 2.13: Service cost for operation and maintenance 65 i LIST OF FIGURES Figure 2.1: Organizational chart at BIDV, Thanh Do Branch: 25 Figure 2.2 Proportion of staff by level .26 Figure 2.3: Structure of customer-based capital mobilization 28 Figure 2.4: Structure of term-based capital mobilization 29 Figure 2.5: Credit outstanding balance by customer groups in the period 2017-2019 33 Figure 2.6 Proportion of service activities at BIDV Thanh Do Branch by product in the period of 2017-2019 35 Figure 2.7: Income-Expense-Pre-tax profit in 2017-2019 37 Figure 2.8: Percentage of customers using e-banking services 56 Figure 2.9 Proportion of customers using e-banking 57 Figure 2.10: Proportion of e-banking products and services 57 Figure 2.11: Structure of customers using e-banking services 59 Figure 2.12: Proportion of cards .61 Figure 2.13: Revenue from electronic banking services 64 Figure 2.13: Service cost for operation and maintenance 65 ii PREFACE 1.The pressing need & necessity of the topic In the current era, the industrialization trend is taking place at a rapid speed, harmonizing with all sectors of the economy Thanks to the advent of the Internet and Telecommunications networks, Commercial banks also get closer to consumers and exchange of information between customers and banks is simplified with just a click of a mouse or phone’s keyboard From which, E-banking service has also developed at a strong speed, contributing to the banks' competitiveness and large income Therefore, E-banking service has been set up by commercial banks as a financialbanking transaction channel for all types of customers including individuals and corporates helping customers become the own of financial resources everywhere E-banking service is increasingly attracting more and more individual and corporate customers for usage due to its convenience, speed, ability to serve anytime and anywhere, which helps many corporates improve the efficency of capital usage in business E-banking service has also been developing more and more professionally at BIDV- Thanh Do Branch, providing e-banking products and services more diversified, improving the turnover of service usage, increasing the number of customers to raise income from e-banking services However, the Branch still faces up to many difficulties in the market, in terms of competitiveness in the development of banking products and services derived from governance, human resources, and technology, equipment and marketing to increase the number of customers using e-banking services Hence, it is necessary for the Branch to have synchronous solutions to solve the current difficulties and limitations in order to take advantage of opportunities to better develop e-banking services, contributing to reduce costs, increase income, improve BIDV's competitiveness and position in Phuc Dong ward, Long Bien district, Ha Noi city From the above reasons, the Author chose the topic: "Solutions to develop e1 banking services at Joint Stock Commercial Bank for Investment and Development of Vietnam - Thanh Do Branch" as the theme for Master's thesis Overview of the research status Regarding the research situation related to the Author's research theme, in Vietnam, there are some research topics as follows: “Solutions to develop e-banking services at Joint Stock Commercial Bank for Foreign Trade of Vietnam”, Master's thesis in economics by Huynh Thi Le Hoa, Ho Chi Minh City University of Economics in 2004: The thesis research on the current situation of e-banking services development at Joint Stock Commercial Bank for Foreign Trade of Vietnam, analyzing the e-banking products and services that the Bank for Foreign Trade of Vietnam is providing, along with giving theories and solutions to develop e-banking services at the Bank for Foreign Trade of Vietnam; Th research period is from 2000 to 2003 "Developing e-banking services at Vietnam Joint Stock Commercial Bank for Industry and Trade - Thang Long Branch", Thesis of Master of Economics – Ms Cao Thi Thuy, University of Economics - Vietnam National University in 2016: Analyzing the current situation, advantages, successes as well as difficulties in service development at Vietnam Joint Stock Commercial Bank for Industry and Trade - Thang Long Branch, the research period is from 2013 - 2015 "Completing e-banking business activities at Vietnam Export Import Commercial Joint Stock Bank - Da Nang Branch", Thesis of Economics Master – Ms Nguyen Thi Thuy Trang of Danang University in 2016: Research content and evaluation on the basis of e-banking service business at Vietnam Export Import Commercial Joint Stock Bank - Da Nang Branch as the basis to offer solutions to complete e-banking business operation As a number of researched subjects before, with the theme “Solutions to develop e-banking services at Joint Stock Commercial Bank for Investment and Development of Vietnam - Thanh Do Branch", the Author also focused on deeply presenting theoretical issues about e-banking development, then analyzing the strengths and weaknesses, shortcomings and limitations still existing at BIDV with good or higher graduation standards, and give priority to candidates having experience working at other commercial banks - The branch should have a training schedule on e-banking for its full-time employees through self-training at the branch or lecturers hiring to train or learn through the e-learning system Regularly update and supplement knowledge about the latest e-banking products and services, when the Head Office introduces new types of products, with modern technology, and experiences from other organizations or banks Periodically organize knowledge tests of employees in charge of e-banking development - Set up a strict reward and punishment policy and mechanisms for fair and objective evaluation of e-banking service staff - Salary policy is paid in accordance with the competence of the staff in charge of e-banking service development and commensurate with the assigned work level 3.2.4 Completing customer service Customer service plays an important role in business operations and ensures the Bank's success Customer service needs comprehensively operating on services and products offering to customers In the current fiercely competitive environment among banks, good customer care is considered to be one of the effective means to ensure the Bank’s goals and business efficiency achievement Delivering customer servise excellently helps the Branch to improve the efficiency of advertising, communication, to enhance competitiveness competence, to reduce business costs, to create groups of loyal customers, …ect, helps to expand and occupy market share Customers using e-banking services always desire to be paid attention and taken a good care by the Bank through its behavior, communication, consultation, dedicated guidance, good quality care and appreciation programs Therefore, good customer service helps the Branch to keep the existing number of customers using e-banking services and to further develop new customers To well deliver customer service to customers using e-banking services requires Branch leaders as well as employees being in contact with customers to 92 well deliver the followings: + Treat customers with respect; be gracious and friendly with customers; use understandle and cultured language; behave skillfully, flexibly and satisfy customers + Pay attention to, listen to customer feedback, know how to consult, guide and promptly solve situations and problems in customers’ transactions The branch should classify customers into two basic groups: customers who have not used the Branch's e-banking services and customers who have used ebanking services to have appropriate and effective care policies: - For the group of customers who have not used the Branch's e-banking products and services, the Branch should use the following methods: + Propagate and widely advertise the Branch's image and e-banking service on mass media, on boards at the Branch's transaction places + Marketing by phone, email, flyer, documents in e-banking service applications and user manuals to customers + Organize customer programs and conferences and introduce e-banking products and services at the Branch - For the group of customers who have been using the Branch's e-banking products and services, the Branch needs further effective customer service methods to create good relationships with customers to maintain and develop customer base: + Keep closely and clearly guiding and consulting customers by staff in charge of e-banking service development + Keep ensuring to provide the best quality e-banking products and services to customers + Keep fully and promptly updating customer information to easily classify customers by a number of different criteria and use these information in caring and gifting to customers Corporate information: date of establishment, anniversary, etc Individual information: birthday, etc + Regularly or irregularly access customer satisfaction about the quality of ebanking products and services in order to have solutions to maintain and improve 93 customer satisfaction + Sduty and research on the needs of some typical customers in order to recognize and understand customer requirements For customers who use lots of e-banking products and services with large transaction volume, customer service should be done through the followings: + Gift to customers on their birthdays, business establishment, important anniversaries or holidays + Set up preferential policies on service fees + Organize customer conferences and appreciation gift to this group of customers Delivering customer service excellently helps the Branch to have a firm base of customers using e-banking services, creating momentum for the increase and development in the number of new customers, contributing to the development of the e-banking services at the Branch 3.2.5 Promote marketing -Keep synchronously running promotions and motivational programs for staff to create tools and motivation in sales development with the budget from the Head Office -Operate competitive programs in the system between branches to motivate branches to increase the development of customers using service -Keep boosting sales on specific customer segments; Expand the service registration channel for customers: via telesale, SMS -Runpromotions of e-banking services on new channels: digital marketing: newsfeet, SMCC, frame on vnexpress to attract customers using the service -Review and supplement User manuals for customers by video clips to support customers as well as show them at transaction spaces in the branch -Research, establish a scoring system and exchange gifts on e-banking systems -Research the application of customer-oriented price policy instead of the product-oriented one -Develop BIDV Online sales program to take place for corporate customers -Regularly organize Show of gratitude to customers, promotions for customers 94 to increase use of products and services -Promote contacting and communicating with customers in order to fully and accurately understand customers 'needs for e-banking products and services, customers' strengths and weaknesses in using E-banking products and services, From that, the Branch is able to advise, introduce and provide the most suitable ebanking services and productsto customers, simultaneously accompanying preferential policies proper for each type of customer In addition, the Branch should listen to opinions and concerns that customers are concerned about and difficult in using e-banking services to have orientation to improve and develop services appropriately Thanks to the activities mentioned above, the number of customers using e-banking services and the close relationshop between the Bank and customers will increase -Expand the operation network by establishing more transaction offices to contact with a variety of corporation customers and individuals whose demand to use electronic banking services in the area -Implement advertising programs on mass media such as books, newspapers, television, social networks to introduce and promote e-banking services and productsto a large number of customers, -Expand and improve the quality of consulting for corporate and individual customers on e-banking products and services, not only explaining regulations and rules to customers, but also considering together the suitability and efficiency of each e-banking service product for their business activities or personal demand The Branch needs to actively participate in seminars and exhibitions on ebanking services and products in order to find new applications and effective solutions for its services When attending these seminars, the Branch will get a better overview of e-banking services and productsin other domestic and foreign banks, thereby learning more knowledge and having conditional exchange to improve the supply of their products and services At the same time, the abovementioned way is also an effective form of promoting e-banking products and services 3.2.6 Increase the invesment in facilities and technology equipment 95 Doing business in the banking sector is a special type of business that requires banks have modern and spacious facilities, ATM systems, extensive branch networks, transaction offices, etc., which contributes to the current scale and financial capacity of the banks, creates the safety and confidence feelings for customers Modern facilities and equipment have a significant impact on customers' psychology, including depositors, borrowers and customers making other payment transactions Therefore, in order to contribute to the development of e-banking services, the Branch needs to increase its facilities and equipment, which will bring more practical benefits to business, creating favorable conditions, better serving and trust for customers In order to improve facilities and equipment, the Branch needs to perform as follows: - Develop a detailed annual capital plan to invest in improving the quality of facilities and equipment: painting and remodeling the Branch’s office and transaction office, upgrading transaction desks, changing signboards, old and paint –peeling logos, in order to improve image quality and brand identity of the Branch - Upgrade equipment for daily business activities such as copiers, computers, banknote counters, printers, digital printers, scanners, - Invest the additional areas for customers including tables, chairs, computers with internet connection to guide or for customers log in and use E-banking services by themselves - Invest more ATMs: the ATM with basic functions of withdrawing money, querying balance, paying bills and transferring money from different banks or invest the more modern ATM machine with integrated multiple functions function as an automatic bank which can both perform transactions like an ATM and recharge the card - Strengthen advertising and marketing to install POS devices for business customers to increase income from e-banking activities In 2018, the Branch should contact and install POS at supermarkets such as Hapro, Green Electronic 96 Supermarket, media mart, Hali, clothing shops: Nem fashion; and convenience stores: Mobile World and hotels, restaurants, etc to make payments by cards or debit cards issued by domestic credit institutions 3.3 Some Suggestions To contribute to the development of e-banking services at BIDV, the Author proposes some recommendations as follows: 3.3.1 For the Government - Propose: + Develop and complete the system of legal documents, laws and decrees to manage online business activities as a basis for dispute resolution, ensuring the banking system's operations more transparent and accurate + The Government and relevant ministries review legal regulations, technology policies, systems and service suppliers to address confidentiality, security, intellectual property issues, protecting consumers and creating an equal area, at the same time setting up the right regulations and intervening only when absolutely necessary to encourage creativity and innovation in the banking sector Promoting e-banking development requires a legal corridor which allows customers to transact with the bank at anytime, anywhere, instead of doing that at traditional bank branches, allowing the bank to be connected directly to data centers of government citizenship and credit information centers to identify customers and analyze transaction history of online customer - Set up common standards and legal basis for electronic documents, electronic signatures and electronic certificates; Complete legal regulations on electronic transactions, create a fully and secured legal corridor for both banks and customers when participating in electronic transactions; Systematize courts and judicial agencies that recognize electronic documents, electronic data, electronic signatures minimizing documents for transactions between banks and customers - Guide and coordinate with functional agencies to enforce monetary policies effectively, develop regulations or encourage people to make non-cash 97 payments; encourage individuals and business organizations to transact on the internet, thereby creating the habit of non-cash payment for everyone - Operate policies to encourage the computerization of service business organizations, banks and credit institutions, increase the speed of the internet connection, reduce charges to facilitate for everyone to use online services for daily life as well as business - Take advantage of cooperation in e-commerce with developed countries in the world to develop e-commerce better - Propose to the Ministries and Departments to strengthen communication and coordinate with press agencies to implement communication programs to raise awareness and strengthen confidence of people and businesses on benefits and effectiveness of E-tax payment, electronic payment in e-commerce and at retail outlets - Propose to the Ministry of Finance + Research and propose tax incentives for the revenue recorded from electronic payments at retail outlets and value-added tax incentives for online shopping goods and services by e-pay way, 3-year period from 2021-2023 + The Ministry of Finance and related agencies simplify documents, allow full automation of payment system connecting electronic customs and electronic tax payment between banks, customs, tax authorities and businesses - Propose to the Ministry of Industry & Trade: Promuglate incentive policies and an appropriate route for e-commerce websites to connect to payment gateways licensed by the State Bank and provide online payment services for customers to purchase goods and services - Connect the online public service portal of the Ministry of Finance, the ecommerce portal of the Ministry of Industry and Trade with the electronic payment gateway of the State Bank to support the development of electronic tax payment services and e-commerce 3.3.2 For the State Bank - Set up and promulgate flat regulations and standards on e-payments and e- 98 money that are generally applicable to all economic sectors in order to facilitate in e-payment process of everyone and businesses including e-tax payment, e-payment in e-commerce and at retail outlets - Direct commercial banks to have incentive programs and policies to give preference to e-payments and limit cash payments; Give the supportive policies to encourage commercial banks to invest in e-payment infrastructure; Eliminate some regulations that prevent banks from formulating their long-term investment strategies.in infrastructure’s modernization - Have a policy of connecting commercial banks together so that Vietnamese banking system develops safely and effectively, making customer’s transactions easier and more convenient Strengthening technology compatibility among commercial banks will increase the convenience factor for customers In addition, on the basis of the connection of technical infrastructure, banks have the conditions to jointly exploit technology infrastructure to maximize the efficiency of investment capital, provide services and products, share the high management and operating cost on technical infrastructure of each bank 3.3.3 For BIDV - Diversify e-banking services: BIDV - Thanh Do branch needs to invest and research to provide more benefits of current e-banking services and products and develop more new products to diversify services and products to meet the increasing needs of customers such as: + Expand Mobile Banking utilities assisting customers to perform many transactions as doing on Internet Banking + Research and develop higher-level and more profitable services such as fund management services, financial leasing, payment of consumption services in some sectors such as electricity, water, Telecommunication, TV, transportation, insurance, education, securities, consumer finance, insurance, e-wallet, bidding, online shopping, golf, logistics + Increase the number of ATMs installed at branches to facilitate for customers to use the service; develop facilities for using ATMs as an automatic bank 99 + Diversify automatic transaction channels for customers such as: Ezone self-transaction system, Internet banking, Mobile banking, ATM, POS Besides, BIDV JSC - Thanh Do Branch also needs better coordination with intermediary payment partners and Fintech to expand the service delivery system via e-wallets, online payment gateways, and online shopping systems - Develop modern infrastructure and technology With the development orientation to 2023 becoming a leading modern, multi-functional bank in Vietnam with modern technology, professional staff, and a wide network, BIDV JSC - Thanh Do Branch needs to invest more in the banking information technology system In particular, infrastructure and technology are the vital factors for the development of e-banking services Therefore, the investment in modern technology is an important and urgent issue and BIDV JSC - Thanh Do Branch should focus on some the development activities of modern infrastructure and technology as below: + The more the Vietnamese banks develop and the number of customers increase, the more complicated the condifentiality becomes, especially when cybercriminals are always running ahead, being proactive in technology, which impacts on the psychology of customers using e-banking services and products Therefore, BIDV - Thanh Do Branch needs to focus on investment in the technology of data confidentiality and security It must be constantly being innovated and improved and essential to establish a network security system for bank Despite a quite large amount of capital for the first time, the investment in information technology application will help the management efficiency better and the long-term income much greater + Upgrade and expand transmission lines with broadband, large capacity and high speed The improvement of transmission line is a practical solution to solve problems in terms of communication on the network, minimizing network congestion affecting the quality of service + Invest in equipment, expand the network of ATMs and card accepting outlets, making it convenient for customers to use e-banking services 100 + Invest more in software technology to strongly develop e-banking services and products It is necessary to improve and upgrade the software to improve the limited functions, making it easier for customers to use e-banking services - Set up and implement customer’s policies + Set up preferential policies for traditional customers, using many ebanking services and products such as points-of-sale programs, gifts, etc to pay tribute to and retain old customers as well as attract more new customers + Establish a customer service office at the Head Office to answer customers' questions and recommendations, assisting customers feel comfortable and secure when using the bank's services - Promote coordination with partners and other banks + Promoting cooperation with partners will help BIDV - Thanh Do Branch both create added value and utility for e-banking services provided for customers and reduce costs as well as increase profits for the bank - Focus on updating and creating innovations in the sales mechanism + Keep synchronously running promotions and motivational programs for staff to create tools and motivation in sales development with the budget from the Head Office + Operate competitive programs in the system between branches to motivate branches to increase the development of customers using service + Keep boosting sales on specific customer segments; Expand the service registration channel for customers: via telesale, SMS + Run promotion of e-banking services on new channels: digital marketing: newsfeet, SMCC, frame on vnexpress etc to attract customers using the service + Review and supplement User manuals for customers by video clips to support customers as well as show them at transaction spaces in the Branch + Research and set up a scoring system, exchange gifts on e-banking systems + Research the application of customer-oriented price policy instead of the product-oriented one 101 Conclusion of Chapter The content of the development orientation of e-banking services in BIDV JSC till 2023 is presented thoroughly in Chapter of the thesis Simultenously, on the basis of the shortcomings and the causes of the limitations mentioned in Chapter 2, the Author proposes solutions to develop ebanking services in the Branch including: improving the efficiency of management, expanding the number of customers, improving the quality of human resources, doing well in customer service, promoting marketing activities and increasing investment in facilities and equipment A good implementation of the abovementioned solutions will contribute to improving the quality of banking services and products which the Branch provides to customers, increasing income as well as enhancing competitiveness and expanding the market of the Branch 102 CONCLUSION Development of e-banking services is an inevitable and objective trend in the modern economy in the era of international economic integration The benefits of ebanking are great for customers, banks and the economy thanks to its convenience, speed, accuracy and security In addition, good development of e-banking products and services also helps commercial banks improve their competitiveness, reduce costs and increase profits sustainably During its business process, BIDV - Thanh Do Branch has also changed its operating perspective, gradually set up & completed the supply system of products and services as well as got certain achievements However, according to the constant flow and the rapid development of modern banking technology, in order to catch up and go on developing more e-banking services, the Branch needs many effectiive solutions to improve competitiveness, enhance reputation and brand in Sai Dong Ward, Long Bien District, Hanoi city By applying the knowledge equipped from the university and practically learned at BIDV, the Author has given difficulties and some suggestions to improve efficiency of card issuance and payment activities at BIDV Thanh Do Despite my best hard trying, due to the limited practical time, the mistakes in the analysis and commenting process is inevitable Therefore, I look forward to receiving suggestions from teachers and everyone to make my research more completed Sincerely thanks! Hanoi, date month year 2020 Student HOÀNG DIỄM MY 103 LIST OF REFERENCES Master Pham Bich Lien, Master Tran Thi Binh Nguyen, Lien Viet Post Joint Stock Commercial Bank, November 2019 issue, "Digital banking development international experience and solutions for Vietnamese commercial banks", Finance magazine enterprise Vu Hong Thanh (2018), “What trend for retail banking in the industrial revolution 4.0”, Banking Magazine Bank for Investment and Development of Vietnam JSC, Annual Report 2017, 2018, 2019, Hanoi Bank for Investment and Development of Vietnam JSC- Thanh Do Branch, Report on business results for 2017, 2018, 2019, Hanoi Bank for Investment and Development of Vietnam JSC -Thanh Do Branch, Report on e-banking service business for the years 2017, 2018, 2019 Bank for Investment and Development of Vietnam JSC, Regulations on card operations No 4047 / QD-DV2 issued on September 20th, 2016 Bank for Investment and Development of Vietnam JSC(2016), Card business plan 2016-2018, Hanoi Bank for Investment and Development of Vietnam JSC (2016)), Regulations on the issuance of regulations on card operations (4669 / QD-TTT, Hanoi Documents about credit card of international credit card organization Visa, Mastercard provided to BIDV as a member bank 10 Magazines: Banking Times, Banking Journal, Banking Science Research Journal, Financial and Monetary Market, Science and Banking Training Journal 11 Website: http://www.bidv.com.vn 12 Website: http://www.vnexpress.net 13 Website intranet of BIDV 104 APPENDIX 1: INTRODUCTION OF SOME TYPES OF BIVD CARDS FOR CUSTOMERS 1.Harmony Card 2.Etrans Card 3.Visa and MasterCard ... VIETNAM – THANH DO BRANCH CÁC GIẢI PHÁP PHÁT TRIỂN DỊCH VỤ NGÂN HÀNG ĐIỆN TỬ TẠI NGÂN HÀNG TMCP ĐẦU TƯ VÀ PHÁT TRIỂN VIỆT NAM – CHI NHÁNH THÀNH ĐÔ Chuyên ngành: Quản trị kinh doanh Mã số: 8340101.01... VÀ KINH DOANH - Hoàng Diễm My SOLUTIONS TO DEVELOP E-BANKING SERVICES AT JOINT STOCK COMMERCIAL BANK FOR INVESTMENT AND DEVELOPMENT OF VIETNAM – THANH DO BRANCH CÁC GIẢI PHÁP PHÁT TRIỂN... transactions via ATMs system ATM (Automated Teller Machine) means automatic teller machine The main function of ATMs is to withdraw cash stored in the machine by banks through cards issued to customers