Research about factors affect to customers’ satisfaction when using atm card products at Donga bank Tan Binh branch Ho Chi Minh City

Research about factors affect to customers’ satisfaction when using atm card products at Donga bank Tan Binh branch Ho Chi Minh City Research about factors affect to customers’ satisfaction when using atm card products at Donga bank Tan Binh branch Ho Chi Minh City luận văn tốt nghiệp thạc sĩ

OUM OPEN MALAYSIA UNIVERSITY RESEARCH PROJECT (BMBR5103) RESEARCH ABOUT FACTORS AFFECT TO CUSTOMERS’ SATISFACTION WHEN USING ATM CARD PRODUCTS AT DONGA BANK, TAN BINH BRANCH, HO CHI MINH CITY STUDENT’S FULL NAME : VO HUYNH DUC STUDENT ID : CGS00064987 INTAKE : MARCH, 2016 ADVISOR'S NAME & TITLE : DR BUI PHI HUNG AUGUST, 2017 Advisor’s assessment Advisor’s signature CONTENTS Chapter I: Introduction……………………………………………………………….1 1.1 Research background 1.2 Objectives of the study 1.3 Research Methodology 1.4 Subjects and scope of study 1.5 Structure of the Paper 1.6 Structure and content of research topics .3 Chapter II: Literature review .4 2.1 Payment card overview .4 2.1.1 Some basic concepts about payment cards 2.1.2 Card classification .4 2.2 Utilities when using the card .4 2.3 Process of issuance, payment by ATM card .5 2.4 Consumer behavior 2.5 Customer satisfaction index model 2.5.1 Building the model 2.5.2 Method of measurement of satisfaction indicators 10 2.5.3 Application of customer satisfaction index in strategic planning .11 2.5.4 Customer satisfaction 11 2.5.5 Service quality 12 2.5.6 Parasuraman service quality distance model 12 Chapter III: Research Methodology 14 3.1 Research design 14 3.1.1 Collect information 14 3.1.2 Research Methods .15 3.1.2.1 Preliminary research 15 3.1.2.2 Formal study: 15 3.2 Develop ATM service quality scale 16 3.3 Develop a measure of customer satisfaction: 17 Chapter IV: Analysis and Research Results 23 4.1 Scale analysis 23 4.1.1 Cronbach's alpha scale analysis .23 4.1.2 Factor analysis 26 4.2 Accreditation of theoretical models 28 4.2.1 Pearson correlation coefficient analysis 29 4.2.2 Regression analysis 30 4.2.3 Evaluate the quality of ATM card services currently offered by DongA Bank, Tan Binh Branch…………………………………………………………………… 33 4.2.3.1 About service efficiency and customer support 33 4.2.3.2 On tangible means 34 4.2.3.3 About credibility .35 Chapter V: Conclusion and solution .37 5.1 The proposal effectively serve and support the client 37 5.2 Conclude .39 References 40 FIGURE Figure 1: Card payment process Figure 2: Model stage decision making to purchase goods or services Figure 3: American Customer Satisfaction Index – ACSI Figure 4: European Customer Satisfaction Index – ECSI Figure 5: Theoretical model of satisfaction indicators of banks Figure 6: Strategic planning model for customer-centered customer satisfaction Figure 7: Service quality model (Parasuraman, 1988) TABLES Table 3.1: Sample sex information Table 3.2: Age sample information Table 3.3: Sample Information on educational level Table 3.4: Sample information on personal income Table 4.1: Results of the Cronbach's alpha coefficient analysis Table 4.2: Results of the analysis of the factors of the service quality scale Table 4.3: Results of factor analysis of customer satisfaction scale Table 4.4: Correlation matrix between variables Table 4.5: Results of multiple regression analysis ACRONYMS DongA Bank: Joint stock commercial bank of East Asia TC: Reliability HQ: Effective NL: Capacity DC: Empathy PT: Tangible Media HL: Satisfaction Vo Huynh Duc CHAPTER I: INTRODUCTION 1.1 Research background: The bank card market in Vietnam is currently developing very vibrant, especially domestic debit cards (ATM cards) with more than 40 banks involved in issuing these cards, including state-owned commercial banks, Joint stock commercial banks, joint venture banks and foreign bank branches With a population of over 80 million and a young population structure, Vietnam is considered a potential market for the development of this modern service Therefore, the tough competition between banks will inevitably take place to attract target customers to their banks Therefore, in order to improve competitiveness and expand market share, researching customer satisfaction when using ATM card services is an important issue that needs to be paid due attention At DongA Bank, Tan Binh Branch, there is no formal study related to the quality of ATM card services provided and the level of customer satisfaction when using these card services The bank, as a service provider, must be responsible for providing quality products, regard customers as subjects, the one who bring the income to the bank itself As for customers, they have a product of their choice that can meet and satisfy their requirements In the future, the use of non-cash payment services will become popular and close to the people of Vietnam, especially card services Therefore, banks that want to maintain and develop this service need to accurately measure the quality of their card services, thereby improving their ability to meet the increasing demands of their customers 1.2 Objectives of the study: This study provides an overview of the ATM cards of DongA Bank and thereby assesses the quality of ATM card services offered by DongA Bank The objective evaluation of customers has an important significance to help the bank go in the right direction to improve the quality of ATM card related services Specific objectives include: Παγε ... customer satisfaction when using ATM card services is an important issue that needs to be paid due attention At DongA Bank, Tan Binh Branch, there is no formal study related to the quality of ATM card. .. model 2.5.2 Method of measurement of satisfaction indicators 10 2.5.3 Application of customer satisfaction index in strategic planning .11 2.5.4 Customer satisfaction ... services offered by DongA Bank The objective evaluation of customers has an important significance to help the bank go in the right direction to improve the quality of ATM card related services Specific