The impact of service quality con customer satisfaction in electronic banking at viet nam prosperity bank ho chi minh city

THE STATE BANK OF VIET NAM MINISTRY OF EDUCATION & TRAINING BANKING UNIVERSITY HO CHI MINH CITY - LE THI YEN LINH THE IMPACT OF SERVICE QUALITY ON CUSTOMER SATISFACTION IN ELECTRONIC BANKING AT VIET NAM PROSPERITY BANK HO CHI MINH CITY GRADUATION THESIS MAJOR: FINANCE – BANKING CODE: 734021 HO CHI MINH CITY, JANUARY - 2021 THE STATE BANK OF VIET NAM MINISTRY OF EDUCATION & TRAINING BANKING UNIVERSITY HO CHI MINH CITY LE THI YEN LINH THE IMPACT OF SERVICE QUALITY ON CUSTOMER SATISFACTION IN ELECTRONIC BANKING AT VIET NAM PROSPERITY BANK HO CHI MINH CITY GRADUATION THESIS MAJOR: FINANCE – BANKING CODE: 734021 SUPERVISOR NGUYEN THI MY HANH, PhD HO CHI MINH CITY, JANUARY - 2021 ABSTRACT Information technology advancements have been rapidly implemented in the banking industry to increase bank performance and productivity "Electronic banking", with the help of information technology, allows conducting retail transactions at a high and continuous speed Banks are racing to modernize their information systems, and launch a series of new services such as "phone banking"; "Internet banking", automatic money transfer and withdrawal make banking services popular and widely available Therefore, for a bank to get closer to customers, the bank itself must improve and apply e-banking to its obvious products and services To serve the demands of customers promptly, regardless of time and space, banks must constantly be updating consumer reviews and improve products and services in the best way Since VPBank recognized the value of e-banking for its services and clients, it introduced an electronic application (VPBank Online) to link banks and consumers Besides, the society and the demands of customers will be higher, the bank should pay attention to how satisfied customers are when using VPbank Online The author made the decision to investigate “The impact of service quality on customer satisfaction in electronic banking at Viet Nam Prosperity Bank Ho Chi Minh City” to find out factors affecting customer satisfaction In terms of the quality of e-banking services offered by VPBank in Ho Chi Minh City, there is a foundation for the bank to steadily increase operational quality and customer satisfaction The structure of the thesis is divided into five chapters: Chapter 1: Introduction; Chapter 2: Literature review; Chapter 3: Research methodology; Chapter 4: Research results; Chapter 5: Conclusions and recommedations The research utilizes qualitative and quantitative approaches to assess the variables impacting e-banking satisfaction, focusing on a database of surveys of 385 consumers using power banking services using the service level assessment model that provided by Sakhaei, et al (2014) According to Sakhaei, et al (2014) described factors: reliability, efficiency, responsiveness, fulfillment, security/privacy, and website design as internet banking service quality dimensions were identified and proposed indicators to measure customer satisfaction with service quality customer surveys confirmed Construction survey: developed from an analytical framework with a 5-level Likert scale to evaluate the impact of service quality on customer satisfaction in i electronic banking at VPBank Ho Chi Minh City (1) Strongly disagree, (2) Disagree, (3) No idea, (4) Agree, (5) Strongly agree Sample selection: Respondents are based on a convenient, non-probabilistic method because this is an easy sampling method, which means that clients who agree to be interviewed can be survey samples Methods of processing and analyzing data including descriptive statistics are used for statistical purposes; Cronbach's Alpha's confidence coefficient method: to test the reliability of the scale; Exploratory factor analysis (EFA): to determine observed variables as well as test the scale based on the Extraction coefficient of the variables; Multi- variable regression analysis: Evaluate the suitability of the model and explain the effect of variables in practice ANOVA analysis: The average bottle test of two separate samples to compare the average outcomes of the variable age, gender, average monthly salary, and time using personal Internet Banking service of VPBank customers According to the findings of the report, there are six factors shaping individual customer satisfaction with the current level of e-banking services at VPBank, and the degree of impact of those factors varies The scale in the building model illustrates 66.6 percent of customer satisfaction by using e-banking services There are six factors: EF (Efficiency), RE (Reliability), RES (Responsiveness), PR (Privacy/Security), WD (Website Design), and FU (Fulfillment) In which the following regression equation is used to measure the strength of the factors' influence: CS = 0.427RE+0.354EF+0.208RES+0.202PR+0.089FU+0.080WD Reliability has the strongest influence on satisfaction, followed by Efficiency, Responsiveness, Privacy/Security The element that has the least effect on satisfaction are Fulfillment and Website Design This result would serve as the framework for the author to provide specific and realistic ways to boost customer satisfaction by using VPBank HCMC's e-banking services From the above research results, the author also gives some suggestions for administrators in completing policies to improve the quality of e-banking services at VPBank the coming time (1) Recommendations for the element of Reliability The number of customers signing up for VPBank's e-banking services is growing everyday New electronic banking products must still be checked, as there may be many ii errors during operation VPBank must closely scrutinize the commodity before releasing it to consumers Information management teams and counter tellers can organize and answer requests efficiently and easily (2) Recommendations for the element of Efficiency VPBank should invest in its technological resources to help address the demands of its customers VPBank must adopt a long-term plan for investment and new technology growth in order to achieve high efficiency and cost savings (3) Recommendations for the element of Responsiveness VPBank should train and enhance bank employees' knowledge of psychology so that services are continuously managed during the e-banking service delivery process (4) Recommendations for the element of Privacy/Security VPBank must audit and refresh the IT system on a regular basis in order to find security vulnerabilities Customers should be informed as soon as possible, and functional officials should still put their customers' needs first VP bank should strengthen its implementation of international security requirements such as ISO 27001 and PCI DSS It is important to direct and encourage consumers to increase awareness while using online services (5) Recommendations for the element of Fulfillment VPBank need enhance the usability of mobile banking services so that they are easy, safe, and fast, with reasonable transaction costs VPBank should take more care to upgrade network infrastructure, update and expand transmission lines The management department must create and perfect a legal document structure to solely administer internet operations and facilities (6) Recommendations for the element of Website Design Attracting consumers is still a high priority for banks in e-banking services since it is the basis for increasing earnings A tidy, elegant, and simple-to-use can put consumers at ease and make their choices simpler The bank's website interface should be built in a stunning manner, gaining interest so that customers not feel bored when surfing this website Services should be organized scientifically and easily, and each usage should be simple and easy to understand iii The research aided the VPBank Ho Chi Minh City in determining factors influencing customer loyalty by using e-banking services However, the analysis has certain drawbacks, which are as follows: To begin with, the analysis was only performed for individual customers who used e-banking services at VPBank Ho Chi Minh City, so generalizability is restricted Secondly, since the analysis only reports on individual consumers using their own satisfaction appraisal requirements, the test findings cannot be applicable to all customers at the same time Since business customers have different performance requirements than andividual customers, this analysis cannot be used by corporate clients Thirdly, since the analysis was performed using a convenient approach (one of the non-probability sampling methods), the representativeness, uniformity, and generalization are poor Fourthly, the research did not investigate several groups of variables such as gender, age, salary, and so on to decide if the above factors influence consumer loyalty while using the service Keywords: Service quality, e-banking, Service quality model by Sakhaei, et al (2014), customer satisfaction, VPBank in Ho Chi Minh City iv STATEMENT OF AUTHORSHIP I hereby promise that the study is my original work, not replicated by others, with the instructor's help is Ms Nguyen Thi My Hanh, and that it was produced by my own study, reading, translation, synthesis, and implementation Theoretical material in the study I drew from a variety of sources, which are mentioned in the references The records, software program, and findings in the thesis are accurate and have not been published elsewhere HCMC, April 8th 2021 Author’s signature Le Thi Yen Linh v ACKNOWLEDGEMENT First of all, I would like to express my thanks to the teachers and Banking University Ho Chi Minh City, for helping me to have basic knowledge of the banking field In particular, I would also like to thank Ms Nguyen Thi My Hanh for her continuous support of my study Besides, I want to sincerely thanks for customers that using the e-banking of VPBank, for their enthusiastic cooperation in helping me complete the article in the best way Finally, I am deeply grateful to my family and friends for supporting and encouraging me to complete this thesis Author’s signature Le Thi Yen Linh vi CONTENTS ABSTRACT i STATEMENT OF AUTHORSHIP .v ACKNOWLEDGEMENT vi CONTENTS vii LIST OF ABBREVIATIONS ix LIST OF TABLES x LIST OF FIGURES xi CHAPTER 1: INTRODUCTION 1.1 The necessity of the subject 1.2 Research objectives 1.2.1 Overall objectives 1.2.2 Specific objectives .1 1.3 Research questions .2 1.4 Research subject and scope 1.5 Research methods .2 1.6 Research contributions 1.7 Thesis structure CHAPTER 2: LITERATURE REVIEW .4 2.1 Conceptual framework .4 2.1.1 Electronic banking 2.1.2 Some types of e-banking services .4 2.1.3 Advantages and disadvantages of e-banking services 2.1.4 E-services quality 2.1.5 Customer satisfaction 10 2.1.6 Relationship between Quality of Service and Customer Satisfaction .11 2.2 Previous research models on factors affecting satisfaction .12 2.2.1 Model service quality distance – SERVQUAL .12 2.2.2 The model E-S QUAL 15 2.2.3 Other models .16 2.3 The results of previous studies 17 CHAPTER 3: RESEARCH METHODOLOGY 20 3.1 Research model .20 3.2 Methods of data collection 21 3.2 Methods of processing and analyzing data .25 CHAPTER 4: RESEARCH RESULTS 27 vii 4.1 Overview of Vietnam Prosperity Joint Stock Commercial Bank .27 4.2.Overview of electronic banking services at Vietnam Prosperity Joint Stock Commercial Bank .28 4.2.1 VPBank Online 28 4.2.2 The results of e-banking at VPBank in 2019 30 4.3 Research results: The impact of service quality on customer satisfaction in electronic banking at Viet Nam Prosperity Bank Ho Chi Minh City 31 4.3.1 Sample description 31 4.3.2 Check the reliability of the scale with Cronbach Alpha 33 4.3.3 Explore factor analysis EFA .36 4.3.4 Pearson test of correlation coefficient .42 4.3.5 Multi-variable regression analysis method .43 4.3.6 Evaluation of customer satisfaction on e-banking services through the servey results 48 CHAPTER 5: CONCLUSIONS AND RECOMMENDATIONS .51 5.1 Conclusions 51 5.2 Recommedations 51 5.2.1 Recommendations for the element of Reliability 52 5.2.2 Recommendations for the element of Efficiency 52 5.2.3 Recommendations for the element of Responsiveness .53 5.2.4 Recommendations for the element of Privacy/Security 53 5.2.5 Recommendations for the element of Fulfillment 54 5.2.6 Recommendations for the element of Website Design .54 5.3 Limitations and future research directions 55 REFERENCES 57 APPENDIX: Survey questionnaires 60 viii Valid N (listwise) 385 (Source: Analysis data from SPSS) Table 4.22: The results of descriptive statistics Descriptive Statistics N Minimum Maximum Mean Std Deviation RE 385 1.50 5.00 3.8760 62006 WD 385 1.67 5.00 4.0121 60116 EF 385 1.80 5.00 4.2400 51535 RES 385 1.40 5.00 3.6057 60490 FU 385 1.50 5.00 3.9892 62253 PR 385 1.83 5.00 4.0697 54138 CS 385 2.00 5.00 3.8636 42456 Valid N (listwise) 385 (Source: Analysis data from SPSS) According to review table 4.21 and table 4.22, all of the variables in the measured coal used to calculate this element are tested very well by the consumer, with the average score being equal to or greater than 4, as shown by the bank that did a decent job of building customer trust, automated device transaction processing speed, update notice, and so on 4.3.6 Evaluation of customer satisfaction on e-banking services through the servey results In the regression analysis, the following variables impacting consumer loyalty are modeled in structured Beta order: Firstly, Reliability (Beta = 0.427), which has the greatest influence on consumer loyalty This is fully justified by the bank's compliance with its promises, timely and prompt notice, reaction, and service delivery, which has given consumers peace of mind and satisfaction in using the bank's product With the advancement in information technologies, banks must make good use of these systems in order to maintain direct contact with customers, ensure complete availability of required information, and provide the best conditions for customers to be pleased with the bank's services Secondly, Efficiency has Beta coefficient (Beta =0.354) and significant differences from other variables According to regression analysis, this is the most influential effect on customer satisfaction Service quality has always been significant in 48 the service sector, especially in places with a high demand for customer touch, such as banks As consumers come to the checkout counter, they generally communicate with bank workers, but how they are handled by these employees in terms of directing, advising, and handling issues can determine whether or not they visit small in terms of their understanding of the bank's service level and goods As a result, the bank must be more constructive in enhancing employee qualifications as well as professional support in order to reach higher levels of customer loyalty and profitability in its sector Thirdly, Responsiveness (Beta =0.208) is the third highest standardized value, indicating that, according to the regression model, this is the performance metric with the lowest effect on consumer satisfaction This is understandable because anytime a customer wishes to use an e-banking account, the service authentication, how to use the service, or modifying any of the customer's details must be handled immediately at the transaction counter As a result, the reaction to the technical credentials of the bank's employees has a significant impact on the level of customer loyalty by using e-banking services Furthermore, consumers are still involved in and pay attention to the data processing speed and transaction cap of each transaction on the e-banking scheme However, statistical findings suggest that consumers' satisfaction with the standard of ebanking services is valued at an average of 3.6 This demonstrates that consumers are dissatisfied with the amount of e-banking services offered by the bank Fourthly, Privacy / Security (Beta = 0.202) is ranked fourth in terms of standardization This demonstrates that privacy and security have a minor effect on consumer loyalty This demonstrates that customers are still dissatisfied with the Privacy / Security aspect of VPBank's e-banking operation Customers would be able to trust the bank if future risks are minimized To this, banks must continually invest in modernizing their technologies, thus improving the security and protection of their goods as used Fulfillment (Beta = 0.089): ranks fifth in terms of uniform meaning Fulfillment has a marginal effect on consumer loyalty According to the fulfillment metric, the fulfillment is rated at 3.98 on average This demonstrates that consumers are pleased with the delivery factor of VPBank's e-banking operation 49 Website Design (Beta = 0.080): has the lowest level of standardization Website design is an easy way to satisfy consumers' needs, inspire them, and keep the bank's brand identity on their minds With a regression coefficient of 0.080, website design has a low effect on customer satisfaction with VPBank's e-banking services The study findings also indicate that there is still a distinction in the understanding of various degrees of satisfaction with the bank's e-banking services among different customer segments As a result, management will have more options for developing offerings that are tailored to each bank's target client In the case of e-banking, all six variables are rated as above average since their mean values range from greater than three to greater than four SUMMARY OF CHAPTER Chapter contains a summary of all study findings, including a sample overview, an evaluation of the scale's reliability using Cronbach's Alpha, an outline of variables to investigate EFA and perform correlation and regression analysis variable number of variables The regression findings assist the author in determining the contributing factors and the magnitude of such factors on individual customer satisfaction by using VPBank HCMC e-banking services 50 CHAPTER 5: CONCLUSIONS AND RECOMMENDATIONS 5.1 Conclusions The main objective of the study is to define the factors that impact customer satisfaction when using e-banking services at VPBank HCMC The findings of the calculation prove that the model's measurements are stable and valid after further modification and checking of scale components According to the proposed model in Chapter 3, this research described the components influencing customer interaction with e-banking service efficiency According to the findings of the study, the scale in the building model illustrates 66.6 percent of customer satisfaction by using e-banking services There are six factors: EF, RE, RES, PR, WD, and FU In which the following regression equation is used to measure the strength of the factors' influence: CS = 0.427RE+0.354EF+0.208RES+0.202PR+0.089FU+0.080WD Reliability has the strongest influence on satisfaction, followed by Efficiency, Responsiveness, Privacy/Security The element that has the least effect on satisfaction are Fulfillment and Website Design This result would serve as the framework for the author to provide specific and realistic ways to boost customer satisfaction by using VPBank HCMC's e-banking services The needs and preferences of consumer are rapidly evolving, as is the market environment's increasingly fierce rivalry This makes it critical for the bank's managers to determine customer loyalty by using e-banking services at VPBank in a key market like Ho Chi Minh City As a result, the research subject will lead to the above framework, thus indicating a range of potential avenues for enhancing service efficiency and customer satisfaction 5.2 Recommedations As previously stated, this analysis described groups of causes that have a significant effect on consumer satisfaction, which is critical knowledge for the authors to propose groups of solutions In order to increase customer loyalty further in the immediate future, the following steps will be taken: 51 5.2.1 Recommendations for the element of Reliability The Bank should offer utility services in compliance with its commitments, preventing the situation where features are exaggerated so that when consumers use the service that is not in line with the commitments, customer trust is lost Strengthen compliance measures, increase the operating performance of the information management infrastructure, maximize data collection in the system, and ensure transactions are stable and safe The number of customers signing up for VPBank's e-banking services is growing by the day In addition to satisfying customers' demands, the transaction department specializing in e-banking services can review the operation for customers on a daily basis, create a service check order along with correction and protective steps, and so on Where there is an issue, the employee should contact the customer and attempt to find a solution as soon as possible so that the customer remains trusting in the service and the bank that offers it Throughout the service creation process, the branch's information management department should review and evaluate e-banking products to find and remove possible shortcomings New electronic banking products must still be checked, as there may be many errors during operation As a result, as the supply bank, VPBank must closely scrutinize the commodity before releasing it to the consumer Customers may have concerns about e-banking services when using it; information management teams and counter tellers can organize and answer requests efficiently and easily, preventing the situation of having customers wait too long, which reduces customers' confidence in the bank 5.2.2 Recommendations for the element of Efficiency VPBank should invest in its technological resources to help address the demands of its customers Despite the fact that VPBank constantly updates and enhances its facilities, it is not very successful in terms of customer loyalty due to factors such as VPBank's lack of commitment to change Best of all, device updates are either too fast or monitoring is not assured High-tech applications go through a scientific, growth, and testing phase As a result, VPBank's information technology investment strategies should take into consideration the experiences of other banks around the world, improve and 52 upgrade initiatives by improving IT team, proposing motivational incentives, and constantly updating customer service views when new upgrades are available VPBank must adopt a long-term plan for investment and new technology growth in order to achieve high efficiency and cost savings 5.2.3 Recommendations for the element of Responsiveness Examine and reorganize job functions to better fit each member of the online customer service team, increasing labor productivity and lowering operational costs Train and enhance bank employees' knowledge of psychology, facial expressions, and consumer psychology in order to make customer interactions more pleasant and enjoyable To ensure that services are continuously managed during the e-banking service delivery process, as well as the implementation of a risk management plan or fast recovery measures when issues occur 5.2.4 Recommendations for the element of Privacy/Security In addition to the challenges presented by the use of 4.0 technologies (such as cost reduction, increased sales, and increased consumer benefits), the effects of the fourth industrial revolution on the banking industry pose security threats Because of the free, persistent, multidimensional, and complex connectivity, network security issues such as fraud and hacking are becoming more prevalent and permanent in this area Concerns about payment transaction protection are increasing The harm caused by this field grows exponentially Identifying technical risks in digital banking is important in order to implement preventive and narrow strategies, which is of special interest to the banking industry As a result, VPBank must audit and refresh the IT system on a regular basis in order to find security vulnerabilities, malicious codes, etc, that pose a risk of exposing or leaking consumer information Examining the method of registering with and activating e-banking programs to ensure that the correct customers are served Customers should be informed as soon as possible, and functional officials should still put their customers' needs first Furthermore, in addition to engaging in and improving the protection of banking networks, it is important to direct and encourage consumers to increase awareness while using online services 53 VPBank must review advanced safety and security forms from around the world in order to come up with solutions to improve security for electronic payment and card payment in the coming period; and strictly enforce policies developed by the State Bank to ensure that these solutions are applied correctly at the bank As a result, VPBank should strengthen its implementation of international security requirements such as ISO 27001 and PCI DSS Continue to implement new verification technologies for electronic transactions to ensure consumer protection and usability, such as biometric authentication (fingerprint, palm vein, voice), digital signature on smartphone, and QR code payment 5.2.5 Recommendations for the element of Fulfillment VPBank need enhance the usability of mobile banking services so that they are easy, safe, and fast, with reasonable transaction costs Manual reports and service announcements can be dependable and accurate as well VPBank should take more care to upgrade network infrastructure, update and expand transmission lines, and have wide bandwidth and high speed to mitigate network congestion that affects customer service usage Besides, VPBank need promote the connection between banks, strengthen cooperation on technology issues with technology manufacturers, financial institutions banks in the region and around the world to be able to benefit from assistance in many areas such as finance, technology, technique, qualifications, experience, and so on to be able to improve the level to ensure the browser of e-banking service always takes place The management department must create and perfect a legal document structure to solely administer internet operations and facilities, which would serve as a foundation for resolving conflicts between banks and consumers when distribution issues arise 5.2.6 Recommendations for the element of Website Design Attracting consumers is still a high priority for banks in e-banking services since it is the basis for increasing earnings However, if the customer uses the website but is unable to locate the general knowledge customer is looking for, would the bank's original intent fail? That is why banks must find a way to keep them on the website and enable them to use the website's valuable features A tidy, elegant, and simple-to-use can put consumers at ease and make their choices simpler 54 The bank's website interface should be built in a stunning manner, gaining interest but not boring customers; the services should be organized scientifically and easily, and each usage should be simple and easy to understand for convenience customers while they are looking for something or making a purchase Brand and marketing information must always be regularly updated 5.3 Limitations and future research directions The research aided the VPBank Ho Chi Minh City in determining factors influencing customer loyalty by using e-banking services However, the analysis has certain drawbacks, which are as follows: To begin with, the analysis was only performed for individual customers who used e-banking services at VPBank Ho Chi Minh City, so generalizability is restricted If this research is conducted on individual customers through the entire VPBank scheme, the likelihood of generalization is strong This will be the focus of future study Secondly, since the analysis only reports on individual consumers using their own satisfaction appraisal requirements, the test findings cannot be applicable to all customers at the same time Since business customers have different performance requirements than individual customers, this analysis cannot be used by corporate clients This satisfaction study needs to be repeated with business customers Thirdly, since the analysis was performed using a convenient approach (one of the non-probability sampling methods), the representativeness, uniformity, and generalization are poor The next thesis should use the stratification method or the group selection method (the probabilistic sampling method) to collect samples, which would be more generalized and statistically accurate Fourthly, the research did not investigate several groups of variables such as gender, age, salary, and so on to decide if the above factors influence consumer loyalty while using the service Finally, the scale in the construction model only describes 66.6 percent of customer satisfaction by using e-banking services; in practice, the satisfaction level is not high, so controlling factors must be considered model of satisfaction 55 SUMMARY OF CHAPTER Based on the research results from Chapter 4, this chapter concludes and recommends a number of solutions for VPBank's managers in terms of reliability, efficiency and responsiveness, privacy / security, website design and fulfillment of ebanking service Besides, chapter also gives some limitations and suggests next research directions for this area 56 REFERENCES Vietnamese Hoàng Trọng & Chu Nguyễn Mộng Ngọc (2008) Phân tích liệu nghiên cứu với SPSS NXB Hồng Đức, TP Hồ Chí Minh Linh, T M (2018) Đánh giá khách hàng chất lượng dịch vụ Ngân hàng điện tử Ngân hàng VPBank – Phịng giao dịch Bến Ngự Khóa luận tốt nghiệp, Trường Đại học Kinh tế Huế Nga, Đ T A (2015) Nhân tố ảnh hưởng hài lòng khách hàng sử dụng dịch vụ ngân hàng điện tử NHTMCP Ngoại Thương Việt Nam Chi nhánh Thủ Đức Luận văn thạc sỹ, Trường Đại học Ngân hàng TP Hồ Chí Minh Thúy, P T H (2020) Đánh giá hài lòng khách hàng cá nhân chất lượng dịch vụ Ngân hàng điện tử Agribank CN Vũng Tàu Luận văn thạc sỹ, Trường Đại học Ngân hàng TP Hồ Chí Minh Vietstock (2021) Thống kê giao dịch giá cổ phiếu VPBank Access at < https://finance.vietstock.vn/VPB-ngan-hang-tmcp-viet-nam-thinh-vuong.htm>, [ 26 February 2021] VPBank (2020) Annual Report 2019 Access at , [ 15 March 2021] English Aderonke et Charles (2010) An Empirical Investigation of the Level of Users’ Acceptance of E-Banking in Nigeria Journal of Internet Banking and Commerce, 15 (1) Bitner, M.J and Hubert, A.R (1994) Encounter satisfaction versus overall satisfaction versus quality, in Rust, R.T and Oliver, R.L (Eds), Service Quality – New Directions in Theory and Practice Sage Publications, Thousand Oaks, CA, 7294 Cronin Jr, J J., & Taylor, S A (1992) Measuring service quality: a reexamination and extension Journal of marketing, 56(3), 55-68 Hammoud, J., Bizri, R M., & El Baba, I (2018) The impact of e-banking service quality on customer satisfaction: Evidence from the Lebanese banking sector SAGE Open, 8(3), 2158244018790633 57 Hu, Y C., & Liao, P C (2011) Finding critical criteria of evaluating electronic service quality of Internet banking using fuzzy multiple-criteria decision making Applied Soft Computing, 11(4), 3764-3770 Khan, M M., & Fasih, M (2014) Impact of service quality on customer satisfaction and customer loyalty: Evidence from banking sector Pakistan Journal of Commerce and Social Sciences (PJCSS), 8(2), 331-354 Kotler, P & Keller, K (2006) Marketing Management, twelfth edition Prentice-Hall Kotler, P., & Armstrong G (1999) Principles of Marketing Prentice Hall Upper Saddle River, New Jersey, USA, 238; 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1-49 59 APPENDIX: Survey questionnaires Dear Sir / Madam, I am a student in Banking and Finance at HCMC Banking University I am currently conducting a graduation thesis proposal on the topic: "The impact of service quality on customer satisfaction in electronic banking at Viet Nam Prosperity Bank Ho Chi Minh City" The goal of this topic is to evaluate customer satisfaction through factors: Efficiency, Reliability, Responsiveness, Privacy/Security, Website Design, Fulfillment We look forward to your support I hereby certify that all of your information is absolutely confidential and used only on this research topic I GENERAL INFORMATION Gender: Age: Profession: Income: Do you use VPBank Online?: What is the aim of using VPBank Online? How long have you been using VPBank Online?: II THE IMPACT OF SERVICE QUALITY ON CUSTOMER SATISFACTION IN VPBANK ONLINE Please rate the score from to for the statements below and check (X) in the corresponding box In which the lowest score is 1, the highest score is is the rating stated below increasing from to 60 Number I Impact factors Efficiency It is easy to find all the important information from the VPBank Online VPBank Online is easy to navigate and is simple to use It is easy to find policy and notice statements on the VPBank Online VPBank Online does not get you lost The speed of log in to your account is fast The speed of log out of your account is fast II Reliability VPBank Online provides a confirmation of the service ordered VPBank Online performs service right the first time The customer support feature understands and be ready to answer your questions VPBank compensates for the problem they create VPBank Online provides quick confirmation III Responsiveness VPBank provides appropriate information to customers when a problem occurs VPBank is willing to help customers and provide prompt service You are able to talk to a live person using a telephone number VPBank Online has online customer service representatives VPBank Online provides all the features you need VPBank takes care of the problem promptly IV Privacy/Security VPBank Online always asks you security questions VPBank shows care in how it collects your personal information VPBank Online does not use cookies to collect information VPBank is secure for your credit card information You can rely on the information that you give not to be misused You can rely on the information remaining in the register V Website Design VPBank online has a good decentralized structure VPbank Online has recognizable headlines VPbank online has a sitemap and contact page and are they easy to use There is a link to the home page on all pages VPBank Online is always up-to-date with diverse themes You are satisfied with the current website design VI Fulfillment You can rely on the web pages functioning properly VPBank Online is up and running all the time VPBank Online doesn’t freeze after you have put in all your information 61 Links are problem-free, accurate and the pages download quickly Information that is provided is accurate Information content and texts are easy to understand VII Customer Satisfaction You are very satisfied with the features VPBank Online? You feel that choosing to use VPBank Online is the right decision You will continue to use VPBank Online? You will introduce your friends to use VPBank Online? Thank you very much for your support 62 ... ? ?The impact of service quality on customer satisfaction in electronic banking at Viet Nam Prosperity Bank Ho Chi Minh City? ?? to find out factors affecting customer satisfaction In terms of the quality. .. The results of e -banking at VPBank in 2019 30 4.3 Research results: The impact of service quality on customer satisfaction in electronic banking at Viet Nam Prosperity Bank Ho Chi Minh. . .THE STATE BANK OF VIET NAM MINISTRY OF EDUCATION & TRAINING BANKING UNIVERSITY HO CHI MINH CITY LE THI YEN LINH THE IMPACT OF SERVICE QUALITY ON CUSTOMER SATISFACTION