Survey On Customer Satisfaction About Banking Services Of Nam Viet Commercial Joint Stock Bank.

Developing banking services at Nam Viet Commercial Joint Stock Bank - 7

Navibank is one of nine banks forced to restructure at the request of the State Bank.

2.5 Main causes of the above problems

2.5.1 Objective reasons

State management agencies have paid attention to review, amend and promulgate a number of new regulations related to ensuring operational safety of the banking system in a direction that is more in line with international practices and standards. and the actual situation of Vietnam, but this has only been done recently and the newly promulgated regulations (Law on the State Bank, Amended Law on Credit Institutions) also only took effect from January 1/ 2011. In fact, in the past time, the legal system related to banking activities still has barriers preventing the development of banking products and services., especially modern banking services. On the other hand, at present, the above work of state management agencies is still not enough and has not kept up with the requirements of the legal environment and operating conditions to encourage and support the development of banking services in a timely manner. systematic and efficient.

According to the Government's Decree, commercial banks that have not yet ensured the legal capital level as prescribed will not be licensed by the State Bank to expand their operation network and operation content. Therefore, the difficulty in increasing charter capital also means that the bank will have difficulty in expanding market share.

The State Bank's ability to manage monetary policy and interest rates is still limited and inadequate.

2.5.2 Subjective causes from Navibank's side.

In terms of management capacity, Navibank has not improved the organizational structure, management and assignment of tasks in a scientific, systematic, comprehensive manner and still has many shortcomings. There are many problems that are solved in an instant, dealing with no specific process of guidance. Especially in lending services, the processing of loan applications is still very slow, leading to poor service quality. In addition, Navibank has not yet built specialized departments to inspect, supervise, collect, process information and forecast important issues such as interest rate situation, risks, etc., which is also the reason. making the management and administration not active and flexible, unable to give timely and flexible policies to meet market needs and prevent risks.

The service provided is still monotonous because the service development process has not been completed, the service development orientation as well as the target customers has not been clearly defined. Although there is a department to develop and research products and services, the human resources in this department are still poorly qualified and not capable of meeting tasks, making Navibank difficult in product development. new service.

The quality of service delivery is still limited because the facilities have not been improved, the transaction procedures are cumbersome, customers have to sign too many documents when making a transaction. In addition, the staff has not been trained professionally and properly to meet the needs of the job

Regarding interest rate policy, due to the limited operating mechanism, competition has not been created. Specifically for the deposit interest rate, it is still adjusted passively according to the trend (increase, decrease) and according to the reference interest rate from other banks. As for lending interest rates, Navibank's lending interest rates are relatively high compared to other banks and the interest rate reduction adjustment when there is a change in interest rate bracket is also slower than that of other banks.

The promotions offered are very poor, monotonous, no breakthrough.

Regarding the development of the operating network, due to the limited financial resources at present, it is difficult to invest in expanding the quantity as well as improving the quality of the infrastructure at the transaction points.

The information technology system has not been completely completed due to limited financial capacity. In addition, the professional level of the team using the software has not been synchronized, some have not met the necessary standards, so the effectiveness of the program has not been fully promoted.

The Navibank brand is still not widely known because the Marketing system is inefficient, and the promotion stage has not been focused. At the same time, Navibank does not have its own specific service for customers to recognize compared to other banks.

2.6 Survey on customer satisfaction about banking services of Nam Viet Commercial Joint Stock Bank.

2.6.1 Survey model

Because of the intangible, heterogeneous, inseparable, and non-storable characteristics of services, it is not only difficult for managers to measure and evaluate service quality, but also generate many problems. other complex problems. To survey customer satisfaction, there are many research models, but in the field of banking and finance, the most appropriate and used model is the Servqual model. According to the Servqual model, customer satisfaction will be built on five criteria: trust, feedback, assurance, empathy, and tangibles. These five criteria are expressed through 22 scales, measuring customer satisfaction.

2.6.2 Survey process

The survey process includes the following stages:

Stage 1: Build a questionnaire.

The Raw Questionnaire was first used to directly interview 15 customers to determine the clarity of the Questionnaire. After that, the questionnaire was adjusted to be clearer, more relevant and sent directly to customers to measure customer satisfaction with Navibank banking services.

The scale used in the construction of the Questionnaire is a Likert scale with five levels: Totally disagree, Disagree, Normal, Agree and Totally agree.

– Stage 2: Determine sample size and survey object

There are many different views in determining sample size, some researchers believe that the minimum sample size is 5 samples for a parameter to be estimated (Bollen, 1989 – cited by Nguyen Dinh Tho & Nguyen Thi Mai Trang, 2003) or the number of samples must be 5-10 times more than the number of observed variables (followed by Hoang Trong & Chu Nguyen Mong Ngoc, 2005). In this study, there are 25 observed variables with the number of samples selected from 5 to 10 times the number of variables, from 125 to 250 samples. If the sample size is small, the reliability of the information is poor, whereas if the sample size is large, the information is highly reliable, but it will consume a lot of resources and costs. Therefore, the proposed sample size for the study is 166 samples.

Navibank's goal in the coming time is towards retail banking. Target customers are individuals, small, medium and micro enterprises. Therefore, the thesis will conduct a survey of individual customers of Navibank.

Stage 3: Customer survey.

The questionnaire was randomly sent to the transaction counters of the Exchange, branches and transaction offices, via email, and directly with customers. The results collected 179 votes, of which 13 votes were invalid due to lack of information, the remaining 166 valid votes were included in the analysis.

– Stage 4: Data processing.

The collected data will be processed using SPSS 16.0 software

Table 2.5: Summary of coded scales

STT	Encode	Explain
first	gt	Sex
2	age	The age
3	tn	Income
4	tgsd	Used Time
5	hd	Capital mobilization
6	td	Credit
7	ttnq	Payments and budgets
8	dvnh	Forex service
9	kdtt	Money exchange
ten	Nhhd	Modern bank
11	gdnhk	Do you have any other banking transactions besides Navibank?
twelfth	gtsp	Would you recommend Navibank banking services to others?
13	nctl	Are you ready to come to Navibank when there is a need in the near future?
Trust
14	TT1	Navibank always fulfills its commitments to you about banking services
15	TT2	Can Navibank's banking services meet your needs?
16	TT3	Navibank does the right service right the first time
17	TT4	Navibank keeps information well for customers
18	TT5	Navibank did not make any mistakes
Feedback
19	PH1	Navibank's staffs are dedicated to advising you
20	PH2	Navibank staff perform services for you quickly
21	PH3	Navibank staff are always ready to help you
22	PH4	Navibank staff always respond to your requests
Guarantee
23	DB1	Navibank employees create trust in you
24	DB2	Do you feel safe when choosing Navibank banking service?
25	DB3	You are always welcomed warmly and thoughtfully
26	DB4	Navibank staff has enough professional knowledge to answer your questions
Sympathy
27	CT1	Navibank calls or sends greeting cards to you on birthdays, holidays and Tet.
28	CT2	Navibank is very interested in your interests
29	CT3	Navibank staff clearly understand your needs
30	CT4	Navibank often has a lucky draw or gift program for you
The tangible
thirty first	HH1	Very modern equipment
32	HH2	Nice facilities
33	HH3	Neat and polite Navibank staff uniforms
34	HH4	Convenient parking for customers
35	HH5	Wide trading network
Satisfaction
36	HL1	Are you satisfied with the transaction fee at Navibank?
37	HL2	Are you satisfied with the interest rate at Navibank?
38	HL3	In general, you are completely satisfied when dealing with Navibank
39	TT	Trust
40	FIT	Feedback
41	DB	Guarantee
42	CT	Sympathy
43	HH	The tangible
44	HL	Satisfaction

Maybe you are interested!

2.6.3 Survey results

2.6.3.1 Descriptive statistics for qualitative variables

Table 2.6: Sample descriptive statistics

		Frequency	Percent	Valid Percent	Cumulative Percent
Sex
Valid	Female	98	59.0	59.0	59.0
	male	68	41.0	41.0	100.0
	Total	166	100.0	100.0
The age
Valid	Under 20	17	10.2	10.2	10.2
	From 20 to 30	76	45.8	45.8	56.0
	From 30 to 40	26	15.7	15.7	71.7
	From 40 to 50	24	14.5	14.5	86.1
	Over 50	23	13.9	13.9	100.0
	Total	166	100.0	100.0
Income
Valid	Under 4 million	29	17.5	17.5	17.5
	From 4 million to 10 million VND	66	39.8	39.8	57.2
	From 10 million to 15 million VND	44	26.5	26.5	83.7
	Over 15 million won	27	16.3	16.3	100.0
	Total	166	100.0	100.0
Used Time
Valid	Less than 1 year	37	22.3	22.3	22.3
	1 year to less than 2 years	36	21.7	21.7	44.0
	2 years to less than 3 years	32	19.3	19.3	63.3
	More than 3 years	sixty one	36.7	36.7	100.0
	Total	166	100.0	100.0
Service Introduction
Valid	Yes	106	63.9	63.9	63.9
	Are not	60	36.1	36.1	100.0
	Total	166	100.0	100.0
Future needs
Valid	Yes	123	74.1	74.1	74.1
	Are not	43	25.9	25.9	100.0

Descriptive statistics show that the survey sample has a gender difference (59% is female, 41% is male), the age groups are from 20 to 30 (45.8%) and from 30 to 40 (15.7%) ) shows that the sample is relatively young.

In terms of income, the income level is from 4 million to 10 million, accounting for 39.8%, followed by from 10 million to 15 million, accounting for 26.5%, over 15 million accounting for 16.3%. Thus, up to 82.6% of surveyed customers have a good average income or more.

The most surveyed sample is long-term customers (over 3 years of using Navibank services, accounting for 36.7%).

Date published: 01/11/2021

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