From the above limitations, the study opens a new research direction for future studies to come up with more specific card service development solutions , more suitable for other regions and markets. together.
Conclusion of chapter 5
The author has proposed 08 necessary solutions to develop card services at ACB related to: brand, technology infrastructure, ATM/POS network, utility, psychology, card development strategy, human resources and risk management activities
Due to the limitations of time, knowledge and experience, the study encountered limitations in terms of samples, research methods.
The study opens up a new research direction for future research to come up with more specific card service development solutions, more suitable for different regions and markets.
CONCLUDE
As one of the pioneer banks in card business in Vietnam over the years, Asia Commercial Joint Stock Bank (ACB) has achieved initial successes, maintained its reputation in the market and with customers. However, the reality of the market in the past few years has been posing many obstacles for this business. And like any new type of service, the immediate development path is still long with many difficulties and challenges, requiring ACB to overcome in order to stand firm in the competition and in the market.
With the relatively strong growth rate of ACB in recent years, along with solid experience in card business, effective management apparatus, dynamic sales staff combined with a strong corporate background, With modern technology as the basis, ACB will promote its advantages and overcome difficulties to maintain its position as the leading bank in card business in Vietnam, reaching higher results, well serve the card development strategy of ACB in particular and of the whole banking system in general.
Research topic "Development of card services at Asia Commercial Joint Stock Bank" has achieved the research objectives set out. The topic has new points compared to previous studies, which is to find out the main factors affecting the development of card services at ACB today and has given some solutions to develop card services of ACB. ACB.
However, the study still has many limitations. The limitations in the research paper open up a new research direction for future research to come up with more specific card service development solutions, more suitable for different regions and markets.
REFERENCES
VIETNAMESE DOCUMENTS
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Ho Chi Minh City, January 31, 2011.
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Ho Chi Minh City, January 31, 2011.
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17. Asia Commercial Joint Stock Bank, 2011. Report on card business in 2011.
Ho Chi Minh City, January 31, 2012.
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Ho Chi Minh City, January 31, 2013.
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Ho Chi Minh City, January 31, 2014.
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Ho Chi Minh City, January 31, 2015.
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ENGLISH DOCUMENT
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44. Hanudin Amin, 2013. Factors influencing Malaysian bank customers to choose Islamic credit cards: Empirical evidence from the TRA model, Journal of Islamic Marketing , Vol. 4 Iss: 3, pp.245 - 263
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APPENDIX
APPENDIX 1:
CONTENTS AND RESULTS OF PROFESSIONAL METHODS
1. Introduction:
The author uses the method of interviewing experts who are knowledgeable and experienced in the research issue, specifically the card industry, at ACB for at least 3 years.
The author discusses with 15 experts in the field of banking cards in the positions of Directors, Heads of Departments, Team leaders, R&D specialists, product consultants, complaint settlement and care. customers,… Specifically:
STT | First and last name | Title |
first | Tran Le Ngoc Tri | Technical Director – Vice President of Card System Upgrade Project |
2 | Dinh Thai Nguyen | Head of System Development and Care |
3 | Tran Quoc Thinh | System Monitoring Team Leader |
4 | Tran Thu Hien | Head of Research and Development |
5 | Ho Hoang Long | System Care Team Leader |
6 | Huynh Thi Nha Phuong | Head of Complaint Handling Team |
7 | Tran Thi Hong Oanh | Complaint Handling Specialist |
8 | Le Thi Van Anh | Complaint Handling Specialist |
9 | Nguyen Thi Thanh Tuyen | Customer Service Specialist |
ten | Le Nguyen Dai Loc | Customer Service Specialist |
11 | Lee Bao Long | Specialist in Payment and Card Fraud Management |
twelfth | Nguyen Thi Bao Ngoc | Research and Development Specialist |
13 | Nguyen Thi Kim Loan | Card Marketing Specialist |
14 | Phan Dinh Phu | Communication and Brand Specialist |
15 | Nguyen Thi Ngoc Co | Cardholder and Agent Processing Specialist |
Maybe you are interested!
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Developing card services at Asia Commercial Joint Stock Bank - 4 -
Developing card services at Asia Commercial Joint Stock Bank - 5 -
Developing card services at Asia Commercial Joint Stock Bank - 6 -
Developing card services at Asia Commercial Joint Stock Bank - 8
The discussion is carried out with the above subjects in turn and is expected to take 1 working day to develop a preliminary survey.
2. Content of implementation:
First, the author discusses with the participating experts about card service development and factors affecting card service development at ACB;
After that, the author synthesizes and statistics the questionnaire of experts to determine the factors affecting the development of card services at Asia Commercial Joint Stock Bank to build a scale. rough measure.
3. Results of discussion
After the discussion, the author has summarized the opinions of experts on the factors affecting the development of card services at ACB.
A total of 8 factors affecting the development of card services at ACB were proposed by the expert group through Brainstorming method and numbered from 1 to 15. The following table shows the opinions of the experts. :
STT | Encode | Element | Number of experts agreeing (Frequency) |
first | TL | Customer psychology | 15 |
2 | PL | Juridical | 15 |
3 | CN | Technology infrastructure | 14 |
4 | th | Trademark | 15 |
5 | ML | ATM/POS network | 15 |
6 | TIEN | Utilities | 14 |
7 | FLY | Fee | 8 |
8 | QT | Procedures | 7 |
Table 1. Results of expert opinion on factors affecting the development of card services at ACB
After discussion, the experts agree that the Fees and procedures should be removed because:
- Currently, card-related fees are gradually being freed by banks or collecting a small fee when issuing or using in order to increase competition in the market;
- As for the procedure, experts say that currently, ACB's card issuance procedure is quick, typically ACB2GO card, customers will receive the card, PIN code and activation instructions only after 15 minutes from the time of registration to use the card at customer service (This is a very competitive advantage of ACB in the market).
Therefore, the results after interviewing experts, the author adjusted from 8 factors affecting the development of card services at ACB down to 6 factors including: Customer psychology (TL), Legal (PL) ), Technology Infrastructure (CN), Brand (TH), ATM/POS Network (ML), Utilities (TI).
The author uses the results to conduct a group discussion to confirm once again the factors affecting the development of card services of ACB. Finally, the author will use the scale after group discussion as the official scale for survey. The author uses this scale as the official scale to conduct interviews with over 350 people. And make the official database for the thesis.
APPENDIX 2:
1. Introduction
GROUP DISCUSSION CONTENTS AND RESULTS
The author conducts a group discussion to confirm once again the factors affecting the development of card services at ACB. Finally, the author will use the scale after group discussion as the official scale to survey the factors affecting the development of card services at ACB.
The group discussion is expected to include the following sections:
- General introduction (reason/purpose/participant);
- Brief introduction/presentation of the discussion;
- Conduct discussions and synthesize opinions;
Estimated time of implementation is 03 working hours to develop the preliminary survey. The discussion structure consists of 10 members. Attending members are individuals who know their skills, regularly use and contact the card, including 01 individual customer relationship specialist, 02 individual customer relations staff, 02 tellers, 03 staff members. personal customer service staff (counter), 02 consultants of customer service center 24/7…
STT | First and last name | Title |
first | Bui Thi Tra My | Personal service business specialist |
2 | Nguyen Duc Cuong | Personal service salesperson |
3 | Bui Cong Thanh | |
4 | Huynh Ngoc Phong | |
5 | Nguyen Thi Hanh Nguyen | Tellers |
6 | Nguyen Thi Thuy Thuong | Personal customer service staff (at the counter) |
7 | Tran Binh Linh Thoa | |
8 | Nguyen Thi Anh Duong | |
9 | Vu Thuy Huynh | 24/7 customer service center consultant |
ten | Ha Tran Thuan Vu |
2. Content of group discussion
The author uses the real group interview method about the research problem.
Specific steps:
First, Determine the goal of the research problem. That is redefining the factors affecting the development of card services at ACB;
Second, Ask a group discussion question. The author first clarifies the related concepts and then synthesizes the opinions of 10 members to clarify the issues that the experts have built:
a. Customer psychology: People's cash habits have a great influence on the development of cards, especially in the card payment process. A market where people still only have the habit of spending in cash will not be a good environment to develop the card market. Only when the payment is done mainly through the banking system will the payment card really promote its full effectiveness.
b. Legal: Card service business in any country is conducted within a certain legal framework. The card regulation creates a common legal environment for specific operations in the card service business to suit the market situation and the conditions of each bank.
c. Technology infrastructure: The development of science and technology of a country will have a great influence and determine the quality of payment services and card issuance. The higher the technology level, the better the service quality, the higher the security, thus attracting a large number of card users.
d. Brand: Brand image is what consumers think and feel about that brand. Brand image is a group of attributes and associations that consumers associate with a brand.
e. ATM/POS network: The network located at convenient and extensive locations will create favorable conditions for customers, and the convenience of card products will also increase. From there, the bank will attract more customers to use the card.
f. Convenience: Using a card as a payment tool makes it easier for consumers to make purchases. This makes it easy for sellers
have the opportunity to increase their sales. With the acceptance of payment cards, sellers are able to reduce the costs of cash management such as preservation, counting and depositing into bank accounts... In addition, the payment between buyers and sellers. The seller is guaranteed by the bank to be fast, convenient and accurate
Third, Develop the moderator's outline : Synthesize opinions to proceed with the construction of the official scale.
Fourth: Conduct group interviews.
3. Results of group discussion
End The following table shows the requirements
Build a questionnaire for group discussion :
What factors affect the development of card services of ACB ?
STT | ENCODE | Factors affecting to the development of card services of ACB | Number of members agreeing (Frequency) |
first | TL | Customer psychology | ten |
2 | PL | Juridical | ten |
3 | CN | Technology infrastructure | ten |
4 | th | Trademark | ten |
5 | ML | ATM/POS network | ten |
6 | TIEN | Utilities | ten |
7 | PTDVT | Card service development | ten |
After discussing and agreeing on 6 factors to evaluate the development of card services of ACB , including: TL, PL, CN, TH, ML, TI.
Recommendation: Based on Table 2, the author found that there are all 6 factors and 24 observed variables to evaluate the development of card services of ACB . The author uses this scale as the official scale for conducting interviews.
APPENDIX 3:
RESULTS OF DATA PROCESSING BY SPSS
1.Descriptive statistics of the research sample
1.1 Gender
Frequency | Percent | Valid Percent | Cumulative Percent | ||
male | 107 | 49.5 | 49.5 | 49.5 | |
Valid | Nu | 109 | 50.5 | 50.5 | 100.0 |
Total | 216 | 100.0 | 100.0 | ||
1.2 Age
Frequency | Percent | Valid Percent | Cumulative Percent | |
Tu 18 den 30 | 97 | 44.9 | 44.9 | 44.9 |
Tu 31 den 40 | 78 | 36.1 | 36.1 | 81.0 |
Tu 41 den 45 | 17 | 7.9 | 7.9 | 88.9 |
Valid | ||||
Tu 45 den 50 | 15 | 6.9 | 6.9 | 95.8 |
Tren 50 | 9 | 4.2 | 4.2 | 100.0 |
Total | 216 | 100.0 | 100.0 |
1.3 Years of service
Frequency | Percent | Valid Percent | Cumulative Percent | ||
< 1 male | 19 | 8.8 | 8.8 | 8.8 | |
1 year < 3 male | 59 | 27.3 | 27.3 | 36.1 | |
Valid | Tu 3 den < 5 male | 92 | 42.6 | 42.6 | 78.7 |
> 5 men | forty six | 21.3 | 21.3 | 100.0 | |
Total | 216 | 100.0 | 100.0 | ||
1.4 Working department
Frequency | Percent | Valid Percent | Cumulative Percent | ||
Sale | 60 | 27.8 | 27.8 | 27.8 | |
CSR – Rotate GD | 85 | 39.4 | 39.4 | 67.1 | |
Valid | CC/XLNV | 38 | 17.6 | 17.6 | 84.7 |
other | 33 | 15.3 | 15.3 | 100.0 | |
Total | 216 | 100.0 | 100.0 | ||
1.5 Type of card in use
Frequency | Percent | Valid Percent | Cumulative Percent | |
The news | 30 | 13.9 | 13.9 | 13.9 |
The record no | 133 | 61.6 | 61.6 | 100.0 |
Valid | ||||
The previous investigation | 53 | 24.5 | 24.5 | 38.4 |
Total | 216 | 100.0 | 100.0 |
2. Results of testing the reliability of the Cronbach Alpha scale.
2.1. Analysis results of Cronbach's Alpha coefficient on customer psychology scale (TL)
Reliability Statistics
Cronbach's Alpha | N of Items |
,719 | 4 |
Item-Total Statistics
Scale Mean if Item Deleted | Scale Variance if Item Deleted | Corrected Item- Total Correlation | Cronbach's Alpha if Item Deleted | |
TL1 | 10.3472 | 5.223 | ,494 | ,665 |
TL2 | 10.3611 | 5.106 | ,548 | ,633 |
TL3 | 10.1389 | 5.255 | ,446 | ,696 |
TL4 | 10.1389 | 5.181 | ,545 | ,636 |
2.2. Analysis results of Cronbach's Alpha coefficient on legal scale (PL)
Reliability Statistics
Cronbach's Alpha | N of Items |
,707 | 3 |
Item-Total Statistics
Scale Mean if Item Deleted | Scale Variance if Item Deleted | Corrected Item- Total Correlation | Cronbach's Alpha if Item Deleted | |
PL1 | 6.9120 | 2.564 | ,518 | ,625 |
PL2 | 6.9722 | 2,632 | ,555 | ,580 |
PL3 | 6.9398 | 2.671 | ,501 | ,644 |
2.3. Analysis results of Cronbach's Alpha coefficient on the scale of technology infrastructure (CN)
Reliability Statistics
Cronbach's Alpha | N of Items |
,725 | 4 |
Item-Total Statistics
Scale Mean if Item Deleted | Scale Variance if Item Deleted | Corrected Item- Total Correlation | Cronbach's Alpha if Item Deleted | |
CN1 | 9.6065 | 6.575 | ,513 | ,665 |
CN2 | 9,5509 | 6.146 | ,590 | ,619 |
CN3 | 9,7176 | 6.576 | ,465 | ,694 |