Luận văn thạc sĩ nâng cao chất lượng dịch vụ bidv ibank tại BIDV chi nhánh sở giao dịch 1​

ĐẠI HỌC QUỐC GIA HÀ NỘI KHOA QUẢN TRỊ VÀ KINH DOANH - NGUYỄN THẾ ANH IMPROVING SERVICE QUALITY OF BIDV IBANK AT BIDV SO GIAO DICH BRANCH NÂNG CAO CHẤT LƯỢNG DỊCH VỤ BIDV IBANK TẠI BIDV CHI NHÁNH SỞ GIAO DỊCH LUẬN VĂN THẠC SĨ QUẢN TRỊ KINH DOANH HÀ NỘI - 2020 ĐẠI HỌC QUỐC GIA HÀ NỘI KHOA QUẢN TRỊ VÀ KINH DOANH - NGUYỄN THẾ ANH IMPROVING SERVICE QUALITY OF BIDV IBANK AT BIDV SO GIAO DICH BRANCH NÂNG CAO CHẤT LƯỢNG DỊCH VỤ BIDV IBANK TẠI BIDV 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 TRẦN KIM HÀO HÀ NỘI - 2020 DECLARATION The author confirms that the research outcome in the thesis is the result of author‟s independent work during study and research period and it is not yet published in other‟s research and article The other‟s research result and documentation (extraction, table, figure, formula, and other document) used in the thesis are cited properly and the permission (if required) is given The author is responsible in front of the Thesis Assessment Committee, Hanoi School of Business and Management, and the laws for above-mentioned declaration i ACKNOWLEDGEMENT After studying MBA course, I have attained plenty of various knowledge, skills and insights The course raises my capacity of administration and management up to the next level I declare that this is a true copy of my thesis The content of this thesis has been approved by the committee of Vietnam National University, Hanoi – Hanoi School of Business and Management (HSB) This thesis has not been submitted for a higher degree to any other University or Institution I would like to thank sincerely people for heloping, supporting and guiding me conscientiously in order to finish this thesis successfully First of all, I would like to thank all the professors of MBA program, especially Dr Tran Kim Hao – my supervisor Then I would like to thank deeply to the directors and staff of BIDV So Giao Dich Branch, respondents and interviewees who allowed me to gather enough data for this research Finally, I would like to express my thanks to my wife, my family, my colleges and my fellow friends who always stand by me during the past two years and encourage me to keep moving from the beginning of my study ii TABLE OF CONTENT DECLARATION i ACKNOWLEDGEMENT ii LIST OF TABLES v LIST OF FIGURES vi INTRODUCTION CHAPTER 1: THEORETICAL BACKGROUND ON SERVICE QUALITY AND INTERNET BANKING 1.1 Internet banking 1.1.1 Electronic banking 1.1.2 Internet banking 1.2 Services 10 1.3 Service quality 10 1.4 Internet Banking service quality 12 1.5 Service quality assessment models 17 1.5.1 Servqual model 17 1.5.2 Servperf model 20 1.6 Proposed model and hypothesis of the research 21 1.6.1 Propsosed conceptual model 21 1.6.2 Proposed hypothesis of the research 22 CHAPTER 2: ASSESSING THE SITUATION OF BIDV IBANK SERVICE QUALITY AT THE BANK FOR INVESTMENT AND DEVELOPMENT OF VIETNAM – SO GIAO DICH BRANCH 24 2.1 Introduction of BIDV – SO GIAO DICH BRANCH and BIDV iBankservice 24 2.1.1 Foundation and development history 24 2.1.2 Introduction about BIDV So giao dich Branch 28 2.1.3 BIDV IBank 31 2.2 General assessment of the quality of IBank service BIDV So Giao Dich Branch 41 iii 2.2.1 Advantages: 42 2.2.2 Limitations 43 2.3 Reasearch finding result 45 2.3.1 Internal data finding result 45 2.3.2 Survey results on quality of iBank service at Bank for Development and Investment of Vietnam, So Giao Dich branch 47 2.4 Research result discussion 57 CHAPTER 3: SOLUTIONS TO IMPROVE SERVICE QUALITY OF BIDV IBANK AT BIDV SO GIAO DICH BRANCH 59 3.1 Orientation on the development of BIDV iBank 59 3.2 Research recommendations 59 3.2.1 Recommendations for BIDV So Giao Dich Branch: 59 3.2.2 Suggestions to the Government: 62 CONCLUSIONS, LIMITATIONS AND IMPLICATIONS 64 Conclusions 64 Limitations 66 2.1 Limitation of Sampling 66 2.2 Limitation of the option format of the answers 66 Implications 66 REFERENCES 67 APPENDIX I 74 iv LIST OF TABLES Table 1.1 Key determinants of internet banking service quality 15 Table 2.1: Business results of the Branch in the stage of 2017 -2019 30 Table 2.2 BIDV iBank Fee Schedule 37 Table 2.3: Factors table after Cronbach test 52 Table 2.4: Reliable observed variables after running exploratory factor analysis 54 Table 2.5 Correlation analysis 55 v LIST OF FIGURES Figure 1.1 Five key elements as central influences on perceived quality .13 Figure 1.2 Service Quality Gap Model in SERVQUAL 20 Figure 1.4: Conceptual model of the research 22 Figure 2.1 Registered customer number by year 45 Figure 2.2 Proportion of customer by service package 45 Figure 2.3 Proportion of customer and proportion of transaction volume by type of corporation 46 Figure 2.4 Number of registered customer by service function 46 Figure 2.5 Gender and age statistic 47 Figure 2.6 Company size and industry statistic 48 Figure 2.7 Service package statistic 48 Figure 2.8 Main reason to use iBank service statistic 49 Figure 2.9 Customer problem while using service statistic 49 Figure 2.10 Transaction frequency statistic 50 Figure 2.11 Amount of transactions per month statistic .50 Figure 2.12 Transaction volumes per month 51 Figure 2.13 Calibration model of service quality 56 vi in Economics and Management Sciences (JETEMS) 7(2):75-87 © Scholarlink Research Institute Journals, 2016 (ISSN: 2141-7024) jetems.scholarlinkresearch.com 58 Tabachnick, B G., & Fidell, L S (2001) Principal components and factor analysis Using multivariate statistics, 4, 582-633 59 Tabachnick, B G., Fidell, L S., & Ullman, J B (2007) Using multivariate statistics (Vol 5) Boston, MA: Pearson 60 Teas, R K (1993) Expectations, performance evaluation, and consumers' perceptions of quality The journal of marketing, 18-34 61 Tung, L L (2004) Servi e qu lity nd per eived v lue’s imp t on satisfaction, intention and usage of short message service (SMS) Information Systems Frontiers, 6(4), 353-368 http://dx.doi.org/10.1023/B:ISFI.0000046377.32617.3d 62 Turel, O., & Serenko, A (2006) Satisfaction with mobile services in Canada: an empirical investigation Telecommunications Policy, 30, 314331 http://dx.doi.org/10.1016/j.telpol.2005.10.003 63 Zeithaml, V A., & Bitner, M J (2000) Services Marketing: Integrating Customer Focus across the Firm (2nd ed.) New York, NY: McGraw Hill 64 Zeithaml, V A., Berry, L L., & Parasuraman, A (1996) The behavioral consequences of service quality Journal of Marketing, 60(April), 31-46 http://dx.doi.org/10.2307/1251929 65 Zeithaml, V.A., Bitner, M.J and Gremler, D.D (2006) Services Marketing: Integrating Customer Focus across the Firm 4th Edition New York: McGraw- Hill 66 Tran Tuan Mang and Nguyen Minh Kieu (2011), “Factors affecting the quality of IB services of individual customer”, Journal of Science, Ho Chi Minh City Open University, No (23) , 2011 67 Tran Thi Thu Duyen (2012), Master's thesis on "Improving the quality of IB services of Dong A Commercial Joint Stock Bank", Ho Chi Minh 72 City University of Economics 68 Nguyen Lam Hoang Yen (2013), master thesis "Measuring IB service quality of Asia Commercial Joint Stock Bank, Da Nang Branch", University of Da Nang 69 Truong Huyen Uyen Trang (2013), Improving the quality of IB services at Vietnam Maritime Commercial Joint Stock Bank, Thua Thien Hue Branch 70 Nguyen Phuoc Quy Hoang (2013), Master thesis on "Improving the quality of IB services of the Bank for Investment and Development of Vietnam, Thua Thien Hue branch", University of Economics, Hue University 73 APPENDIX I Câu hỏi chung: Giới tính khách hàng là? Nam/Nữ Khách hàng thuộc nhóm tuổi 21 - 30 tuổi/31 - 40 tuổi/41 - 50 tuổi/51 - 60 tuổi/trên 60 tuổi Lĩnh vực công ty khách hàng ang hoạt ộng là? Thương mại/S n xu t/Vận t i/Viễn thông/B t ộng s n/Công nghệ thơng tin Nơng nghiệp/Y tế/Giáo dục/Tài chính, Ngân hàng Quy mô doanh thu hàng năm công ty quý khách nằm mức nào? Dưới 10 tỷ/10 tỷ - 50 tỷ/50 tỷ - 100 tỷ/100 tỷ - 1000 tỷ/Trên 1000 tỷ Quý khách ã sử dụng gói dịch vụ ây dịch vụ iBank BIDV? Phi tài chính/Tài chính/Kiểm sốt dịng tiền Điều ây kích thích quý khách muốn sử dụng dịch vụ iBank BIDV nhiều hơn? Dịch vụ ơn gi n dễ thao tác/B o mật cao/Miễn phí giao dịch/Các chức áp ứng hiệu qu nhu cầu Điều ây khó khăn quý khách sử dụng dịch vụ iBank BIDV ? Khơng gặp khó khăn gì/Khó ăng nhập/Khó tìm kiếm thơng tin/Khó thực giao dịch/Khó yêu cầu hỗ trợ Quý khách sử dụng dịch iBank BIDV với tần su t ây? Hàng ngày/2 ến lần tuần/1 lần tuần/1 lần tháng Quý khách thực giao dịch hàng tháng với dịch vụ iBank BIDV? Dưới 100 lần/Từ 100 ến 300 lần/300 ến 600 lần/600 ến 1000 lần/Trên 1000 lần Khối lượng tiền giao dịch hàng tháng thông qua dịch vụ iBank BIDV Quý khách kho ng bao nhiêu? Dưới tỷ VND/Từ tỷ ến 10 tỷ VND/Từ 10 tỷ ến 100 tỷ VND/Từ 100 tỷ ến 1000 tỷ VND/Trên 1000 tỷ VND 74 B ng hỏi thang ý) -> (Khơng tồn ồng ý) Factors Service content Ease to use Efficiency & Acurancy Readiness Security Reputation Service quality 76 APPENDIX II Table 1: Cronbach alpha result Scale M if Item Dimension Deleted CON1 CON2 EASE1 EASE2 EASE3 EASE4 E EFF1 EFF2 EFF3 EFF4 REA1 REA2 REA3 REA4 REA5 SER1 SER2 SER3 REPU1 REPU2 SQ1 SQ2 SQ3 Table KMO and Bartlett's Test result KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy Bartlett's Test of Sphericity 0.79 Approx Chi-Square 1014.993 78 df 190 Sig Table 3: Total Variance Explained test result Initial Eigenvalues Component Total 1 10 11 12 13 14 15 16 17 18 19 20 79 a Table Rotated Component Matrix test result 80 Model (Constant) reliability customer_frie 81 ... QUALITY OF BIDV IBANK AT BIDV SO GIAO DICH BRANCH NÂNG CAO CHẤT LƯỢNG DỊCH VỤ BIDV IBANK TẠI BIDV CHI NHÁNH SỞ GIAO DỊCH Chuyên ngành: Quản trị kinh doanh Mã số: 8340101.01 LUẬN VĂN THẠC SĨ QUẢN... of BIDV iBank BIDV iBank means BIDV? ??s online banking service provided over internet to organisational customers to perform the services registered by customers with BIDV The access to BIDV iBankprogram... 24 2.1.2 Introduction about BIDV So giao dich Branch 28 2.1.3 BIDV IBank 31 2.2 General assessment of the quality of IBank service BIDV So Giao Dich Branch