MINISTRY OF EDUCATION AND TRAINING HO CHI MINH CITY UNIVERSITY OF TECHNOLOGY FACULTY OF ACCOUNTING - FINANCE - BANKING |
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Theoretical Basis of Customer Satisfaction and Proposed Research Model
GRADUATION THESIS
ASSESSMENT OF CUSTOMER SATISFACTION WITH PERSONAL LOAN SERVICES AT VPBANK NGUYEN THAI SON BRANCH
Industry: BANKING AND FINANCE ACCOUNTING
Major: CORPORATE FINANCE
Instructor: Dr. Ha Van Dung Student: Dang Thi Hang
Student ID: 1211190344 Class: 12DTDN03
Ho Chi Minh City, 2016
COMMITMENT
I hereby declare:
-The content of this thesis is done by me.
- All references used in the Thesis are clearly cited with the author's name, work title, time and place of publication. The research results in the Thesis were researched by me from many different reference sources, objective and suitable to the reality of Vietnam.
-I will take full responsibility for any illegal copying, violation of training regulations or fraud.
Ho Chi Minh City, June 24, 2016
Author (Signed)
ACKNOWLEDGEMENTS
To complete this graduation thesis, I would like to sincerely thank:
Ho Chi Minh City University of Technology has created a valuable opportunity for me to approach the real business environment. At the same time, I would like to thank the teachers of Ho Chi Minh City University of Technology for teaching and providing basic knowledge as well as specialized knowledge during my time studying at the school. It helps me to be more confident when interacting with business activities and applying the theories learned into practice, thereby gaining more experience for future work.
In particular, Master Ha Van Dung has devoted himself to guiding me on research methods and topic content, as well as discussions on the field of thesis research. He consulted me on questions and gave me the necessary knowledge so that I could complete my thesis on time.
Finally, I would like to sincerely thank the Board of Directors of Vietnam Prosperity Bank (VPBank) for accepting me for an internship. I would especially like to thank the brothers and sisters in the Bank for openly guiding me throughout my internship at the Bank. Sincerely thank you!
Ho Chi Minh City, June 24, 2016
(Student signs and writes full name)
INDEX
COMMITMENT iii
ACKNOWLEDGEMENTS iv
LIST OF SYMBOLS AND ABBREVIATIONS viii
LIST OF TABLES USED ix
LIST OF CHARTS, GRAPHS, DIAGRAMS, IMAGES x
CHAPTER 1: INTRODUCTION x
1.1 Reasons for choosing topic 1
1.2 Research purpose 2
1.2.1 General purpose 2
1.2.2 Specific purpose 2
1.3 Research Question 2
1.4 Scope and subjects of research 2
1.5 Research method 2
1.6 Topic structure 3
CHAPTER 2: THEORETICAL BASIS OF SERVICE QUALITY AND CUSTOMER SATISFACTION 4
2.1 Service quality 4
2.1.1 Concept of service quality 4
2.1.2 Service quality characteristics 4
2.1.3 Measuring service quality 5
2.2 Customer satisfaction 5
2.2.1 The concept of customer satisfaction 5
2.3 SERVQUAL Model 6
2.4 Types of gaps in service attitude and service quality 9
2.5 Personal customer loans at commercial banks 11
2.5.1 Concept of personal loan 11
2.5.2 Characteristics of personal loans 11
2.5.3 Forms of personal customer loans 12
2.5.4 The role of lending activities 14
2.5.5 Loan process 15
CHAPTER 3: RESEARCH METHODOLOGY 18
3.1 Data Collection 18
3.2 Data processing 20
3.2.1 Screening of polls 20
3.2.2 Building criteria and scales for each factor affecting Satisfaction 20
3.3 Analytical methods used in the study 21
3.3.1 Descriptive statistical analysis 21
3.3.2 Assessment of the reliability of the scale 21
3.3.3 Exploratory Factor Analysis (EFA) 22
3.3.4 Correlation analysis using Pearson correlation coefficient 22
3.3.5 Regression analysis 23
3.3.6 Analysis of variance ANOVA 23
CHAPTER 4: RESEARCH RESULTS 25
4.1 Overview of VPBank Nguyen Thai Son 25
4.2 Descriptive statistical analysis 26
4.3 Assessment of the reliability of the scale 29
4.4 EFA Factor Analysis 32
4.4.1 EFA analysis for independent variables 32
4.4.2 EFA analysis for dependent variable 37
4.5 Correlation analysis using Pearson correlation coefficient 39
4.6 Regression Analysis 41
4.7 Analysis of variance ANOVA 42
CHAPTER 5: CONCLUSION, RECOMMENDATIONS AND SOLUTIONS 45
5.1 Conclusion and from there, propose factors affecting customer satisfaction with personal loan services at VPbank, Nguyen Thai Son Branch 45
5.2 Recommendation 48
5.3 Limitations and future research directions 49
APPENDIX 51
APPENDIX 1 51
EXPERT DISCUSSION OUTLINE 51
APPENDIX 2 52
CUSTOMER SATISFACTION SURVEY ON THE QUALITY OF LENDING SERVICES OF VPBANK NGUYEN THAI SON BRANCH 52
APPENDIX 3 54
STATISTICS OF SAMPLE CHARACTERISTICS 54
APPENDIX 4 57
RESULTS OF EFA ANALYSIS 57
APPENDIX 5 80
ANOVA 80 VARIANCE RESULTS
REFERENCES 96
1. Reference book 96
2. Internet Document 96
LIST OF SYMBOLS AND ABBREVIATIONS
Commercial Bank
Commercial Bank | |
Science and Technology | Individual customers |
CBTD | Credit Officer |
State Bank of Vietnam | State Bank |
PGD | Transaction office |
NH | Bank |
LIST OF USAGE TABLES
Table 4.1: Gender frequency 26
Table 4.2: Frequency table for age 26
Table 4.3: : Frequency table of occupations 27
Table 4.4: Frequency table of income 28
Table 4.5: Frequency table of reasons for borrowing 29
Table 4.6: Test of the “Trust” scale 30
Table 4.7: Test of the “responsiveness” scale 30
Table 4.8: Test of the “Tangibility” scale 31
Table 4.9: Validation of the “assurance” scale 31
Table 4.10: Validation of the “empathy” scale 32
Table 4.11: Verification of the “satisfaction” scale 32
Table 4.12: KMO and Bartlett's 33
Table 4.13: Eigenvalues and extracted variances for dependent variables 33
Table 4.14: Rotated Component Matrixa 34
Table 4.15: KMO and Bartlett's 34
Table 4.16: Eigenvalues and extracted variances for dependent variables 35
Table 4.17: Rotated Component Matrixa 35
Table 4.18: KMO and Bartlett's 36
Table 4.19: Rotated Component Matrixa 36
Table 4.20: KMO and Bartlett's 37
Table 4.21: Pearson correlation coefficient results 40
Table 4.22 Regression results 41
Table 4.23: Results of the test of difference in “Satisfaction” by “Gender” 43
Table 4.24: Results of the test of difference in “Satisfaction” by “Age” 43