Customer Reviews of Distribution System

The analysis results show that customers have a fairly high rating for the factor of good service attitude of the staff, when the number of customers with a completely agree and agree rating is high, the number of customers disagreeing is 5 people. Similarly, the assessment that bank staff have good skills is quite highly rated, the number of customers disagreeing is only 1 person, however, the number of customers disagreeing is still high, 9 people. The assessment that the staff's professional skills are good has a completely agree rating is not high, there are 26 customers, but the assessment is Normal at a high level, is 125 customers.

Thus, in general, customers have highly appreciated the quality of the bank's staff, shown through the high level of agreement in positive comments reflecting the quality of the staff. This shows that the bank's staff have demonstrated a good service attitude, skills and professional level with customers.

Professional knowledge of employees: Identifying people as the decisive factor in the process of operation and development, BIDV's leaders always focus on training staff in both professional knowledge and professional ethics. BIDV has paid great attention to the issue of building a quality staff. Depending on each position, candidates must meet strict requirements not only on professional knowledge but also on social knowledge, English, computer skills and other soft skills. As a result, as of December 31, 2014, BIDV had a total of 19,130 employees, of which 87.44% had university degrees or higher, 2.73% had college degrees, and 9.83% had intermediate degrees or other degrees. Although there is still a large number of staff who have not been trained in computer science and foreign languages, they are mainly staff working as security guards, drivers, guest houses or cashiers. Not only focusing on professional training, BIDV also creates conditions for branch staff to study to improve their qualifications such as master's training courses, foreign languages, and information technology.

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With the above efforts and efforts in improving the professional qualifications of the staff, BIDV has satisfied 62 customers who agreed and 36 customers who strongly agreed. Surprisingly, some customers who were not satisfied said that they complained not because the staff could not answer their questions but because the staff used specialized banking terms that they could not understand. This shows that when talking to customers, staff should only use easy-to-understand, concise words, and avoid using specialized terms that are difficult for customers to understand.

Proficiency in handling professional tasks: depends not only on professional qualifications but also on the ability to apply theory to work, agility and the ability to organize work scientifically of employees. Customers said that sometimes they noticed the confusion of employees during the transaction process. Through the survey results, of the 3 factors of the professionalism component, this is the factor that customers rated as meeting 113 customers agree, 64 customers completely agree.

The reason is that some business screens are constantly changed, updated and added, especially some new features and newly deployed services. Especially when the foreign language and IT skills of some staff at the branches are not high while the system program uses mostly English, so it is understandable that they are not proficient in performing business operations.

Willingness to help customers: The enthusiasm of bank staff in meeting customer requests greatly affects their satisfaction. At BIDV, staff always keep in mind that they are here to serve customers, customers are the center, so as soon as a customer stands at the counter, the staff always enthusiastically asks "What do you need?", "How can I help you?". Some staff have realized the importance of

customers agree, 73 customers Strongly agree.

psychological factors, they know how to express their instructions in a way that is easy to understand and concise for customers, showing the dedication of the service provider, a short question about what the customer needs, or simply guiding the customer to write on the service registration form, a clear message is that the staff is always ready to help customers and this impression will be deeply imprinted in the mind, making customers return to the bank many times. However, besides some employees who always pay attention and do well, there are some employees who forget what they need to do. For long-time, familiar customers, it is inevitable that they receive enthusiastic care and are always ready to help from the staff, and they are very satisfied with this. But for infrequent customers, first-time transactions, and unfamiliar customers, sometimes they are indifferent. Even when completing a transaction for a customer, the staff do not always notify the customer, many times the customer has to wait a long time until they have questions to receive an answer. These shortcomings have made some customers dissatisfied with the factor that the staff is always willing to help customers. Remembering and using the customer's name in communication is also a small thing but creates sympathy and a good impression. For customers who have made many transactions, "VIP" customers, remembering the name and some basic information about that customer is extremely important, making the customer feel cared for and respected. As for customers who do not make many transactions, or are making transactions for the first time, do not ignore this because it will make the customer feel discriminated against. The staff can carefully skim the name on the customer's documents, using the name to address to create a feeling of closeness and friendliness. This is one of the skills in customer communication that BIDV should not ignore. Because of these shortcomings, in the 3 elements of the Employee Quality component, the element "Bank staff have good service attitude", there are 117 customers

Culture of “zero errors” in the transaction process: “Errors” in service are understood more broadly than in the manufacturing sector. An accurate service can still be considered problematic if it makes customers dissatisfied, leading to questions and complaints. It can be said that maintaining a culture of “zero errors” is of concern in the banking industry. Realizing that, BIDV’s leadership, in addition to building a team of highly qualified and professional staff in service style, also regularly checks the transaction quality of contact staff through control, post-control and internal control checks to promptly detect and correct errors that may occur during the transaction process.

At the same time, placing surveillance cameras at transaction points on the one hand ensures the safety of bank operations, on the other hand helps BIDV leaders observe the working style and transactions with customers of transaction officers to have timely handling measures. Creates a psychological factor for transaction officers, helping transaction officers to be more self-aware and have a more professional working style.

At the headquarters of all BIDV branches, suggestion boxes are placed to collect customer feedback. At the same time, one of the tasks of the Branch's Internal Control and Inspection Department is to receive citizens and resolve complaints and denunciations. However, the branches said that in recent years, the branches have not had any complaints, denunciations or complaints from customers. Is it because the quality is too good or because customers are afraid to report? A small part is not satisfied with this factor because according to customer surveys, employees not only need to be correct in professional operations but also in other small tasks such as photocopying and printing. There are employees who are very good at professional expertise, operate skillfully and without errors, but are not proficient in using printers and photocopiers, which also leads to bad reviews from customers. This is something that employees need to pay more attention to during their work. Besides, at some branches, the average age of staff is quite high (the number of staff from 40 to 50 is quite large), so when BIDV improves technology, these staff are slow to adapt, leading to clumsy operations and errors.

* Quality of distribution system

Strongly Disagree Disagree Neutral Agree Strongly Agree

158

169

130

11 12

31 34

Fully equipped distribution system

Quantity and quality of PGD satisfy customer requirements

ATMs are adequate and reasonably distributed.

Figure 2.13. Customer Evaluation of Distribution System

(Source: SPSS analysis results)

The analysis results show that customers have the highest agreement on the statement that the fully equipped distribution system meets customer requirements, with the largest number of customers agreeing. The assessment of the quantity and quality of transaction offices is rated lower, with the number of customers rating it as normal at a fairly high level, which is 169 customers. The assessment of the number of ATMs that are fully and reasonably distributed is agreed and completely agreed by customers, accounting for the majority of the assessment opinions. This shows that the bank's distribution system is generally rated by customers as good, meeting customer needs. This is the result achieved from focusing on investing in system development throughout the bank's development process.

Facilities: The first thing that most customers look for and feel when coming to do transactions at the bank is the space and exterior design. A bank with a spacious headquarters, scientifically designed, and beautiful is what most customers desire. Understanding that, over the years, BIDV has always focused on investing in the facilities of its branches and transaction offices.

The transaction counters of the branches and transaction offices are arranged relatively reasonably, the space is used to the maximum but does not make customers feel cramped. The use of certificates of merit and decoration for the transaction counters not only meets the aesthetic requirements but also helps customers feel more confident and secure when choosing BIDV.

However, the survey showed that the physical facilities only satisfied 68 customers who agreed and 1 customer who completely agreed. The reason why BIDV has not satisfied its customers despite the investment in physical facilities is because customers have too high expectations for this factor. Another problem that most customers have reported is that all transaction offices of BIDV branches and transaction offices nationwide do not have a uniform architecture or color, and do not bear the identity of the BIDV brand. This is the problem that, in the author's opinion, the BIDV system needs to pay more attention to in order to improve brand recognition.

Banking equipment: BIDV is highly appreciated for its investment in banking equipment and technology as a premise to improve service quality. Not only providing traditional services, BIDV also provides many new services that operate continuously 24/7, requiring infrastructure and communication networks to be guaranteed. To achieve this goal, the bank's Board of Directors focuses on investing in equipment that meets the standards of the IT Center and at the same time upgrading equipment configurations. Currently, all BIDV branches and transaction offices are fully equipped with personal computers, ensuring that each employee has one. In addition to common IT equipment such as printers, photocopiers, fax machines, storage devices, specialized IT equipment such as ATMs, card printers, book printers, etc. have also been equipped to serve professional work. Along with investing in modern equipment for professional work, monitoring equipment, equipment serving the general needs of employees such as cameras, air conditioners, fans, vacuum cleaners, etc. are also invested in. In addition, BIDV has built an equipment maintenance schedule to ensure the equipment is in good working condition.

to operate normally, avoiding degradation due to adverse environmental impacts.

Transaction processing speed: BIDV branches and transaction offices nationwide officially conduct transactions on the upgraded IPCAS II system, affirming BIDV's steady progress in applying modern banking technology. The IPCAS program is BIDV's internal payment and customer accounting system, processed online, to help the bank manage customer transactions, store documents, process data and many other individual operations, automating them in the form of one-stop transactions.

In addition, BIDV system also focuses on training and coaching all operations on the IPCAS system for all staff, ensuring smooth operation. Branches also arrange IT staff at Type III branches to promptly fix any technical problems that may occur. Some staff at the branches are relatively old, especially at Type 3 branches, the majority of whom are between 40 and 50 years old, so they are slow to adapt to technology, clumsy and awkward in the process of working, operating while viewing documents or asking for help from colleagues, leading to prolonged transaction time. Whether a transaction is processed quickly or not depends on the awareness of the staff. Customers are very impatient because they have to wait, which makes them feel annoyed.

With such a focus on investment, it is difficult to explain why customers are dissatisfied with the equipment at BIDV. Is it because customers' expectations are too high, or have they been exposed to much more modern equipment at other banks, or have they not yet evaluated it because they have never been exposed to modern technology? In the author's opinion, science and technology are constantly developing, so even if customers are dissatisfied due to too high expectations, the issue of technological improvement is an issue that needs regular and continuous attention.

Customer service facilities: Recognizing the limitations of facilities, BIDV always tries to create the most comfortable possible for customers when coming to do transactions. Essential facilities for customers are fully equipped such as tables, chairs, drinks, newspapers, magazines, televisions with many attractive and interesting channels. Customers while waiting for their turn to do transactions or waiting for transactions to be processed can watch TV, read newspapers in the cool air, and can also refer to some information such as interest rates, new services, and promotional programs through leaflets.

Because of BIDV's concern, this factor is highly appreciated by customers. Although it is concerned, it does not completely satisfy the "gods" because according to the opinions of surveyed customers, the toilets here are not really clean, making some customers feel hesitant when using them. This is an issue that most branches often do not care about, however, when competition is increasingly fierce, caring about the needs of customers from the small things is necessary according to the author.

Transaction procedures : The application of the one-stop transaction model not only helps BIDV reduce transaction processing time but also simplifies administrative procedures. Many customers also admit that they now have less waiting time when doing banking transactions. The survey results show that although this factor has met customers' expectations, it is not because customers evaluate the current situation well, but because customers do not expect the bank to have simple and streamlined procedures, so the average expectation score is only low.

Perhaps due to the tradition of a state-owned commercial bank, the entire BIDV system nationwide, although having undergone significant reforms in recent times, has been criticized for its transaction procedures still being heavily bureaucratic. Customers wonder when money transfers at BIDV will be

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