The under 25 age group accounts for nearly 50%, which is consistent with the fact that young people are more likely to adopt new services, especially those that involve modern technology. The rest is mainly people aged 44 and under (about 40%).
Table 4.1c. Customer survey sample position structure
Frequency | Percent | Percent | ||
Valid | salaried worker | 101 | 44.3 | 44.3 |
Student | 104 | 45.6 | 45.6 | |
Other | 23 | 10.1 | 10.1 | |
Total | 228 | 100.0 | 100.0 |
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Measuring Individual Customer Satisfaction on Service Quality of Joint Stock Commercial Bank for Foreign Trade of Vietnam - Ho Chi Minh Branch Through Survey -
![Mobile Phone Usage in Hanoi Inner City Area
zt2i3t4l5ee
zt2a3gsconsumer,consumption,consumer behavior,marketing,mobile marketing
zt2a3ge
zc2o3n4t5e6n7ts
- Test the relationship between demographic variables and consumer behavior for Mobile Marketing activities
The analysis method used is the Chi-square test (χ2), with statistical hypotheses H0 and H1 and significance level α = 0.05. In case the P index (p-value) or Sig. index in SPSS has a value less than or equal to the significance level α, the hypothesis H0 is rejected and vice versa. With this testing procedure, the study can evaluate the difference in behavioral trends between demographic groups.
CHAPTER 4
RESEARCH RESULTS
During two months, 1,100 survey questionnaires were distributed to mobile phone users in the inner city of Hanoi using various methods such as direct interviews, sending via email or using questionnaires designed on the Internet. At the end of the survey, after checking and eliminating erroneous questionnaires, the study collected 858 complete questionnaires, equivalent to a rate of about 78%. In addition, the research subjects of the thesis are only people who are using mobile phones, so people who do not use mobile phones are not within the scope of the thesis, therefore, the questionnaires with the option of not using mobile phones were excluded from the scope of analysis. The number of suitable survey questionnaires included in the statistical analysis was 835.
4.1 Demographic characteristics of the sample
The structure of the survey sample is divided and statistically analyzed according to criteria such as gender, age, occupation, education level and personal income. (Detailed statistical table in Appendix 6)
- Gender structure: Of the 835 completed questionnaires, 49.8% of respondents were male, equivalent to 416 people, and 50.2% were female, equivalent to 419 people. The survey results of the study are completely consistent with the gender ratio in the population structure of Vietnam in general and Hanoi in particular (Male/Female: 49/51).
- Age structure: 36.6% of respondents are <23 years old, equivalent to 306 people. People from 23-34 years old
accounting for the highest proportion: 44.8% equivalent to 374 people, people aged 35-45 and >45 are 70 and 85 people equivalent to 8.4% and 10.2% respectively. Looking at the results of this survey, we can see that the young people - youth account for a large proportion of the total number of people participating in the survey. Meanwhile, the middle-aged people including two age groups of 35 - 45 and >45 have a low rate of participation in the survey. This is completely consistent with the reality when Mobile Marketing is identified as a Marketing service aimed at young people (people under 35 years old).
- Structure by educational level: among 835 valid responses, 541 respondents had university degrees, accounting for the highest proportion of ~ 75%, 102 had secondary school degrees, ~ 13.1%, and 93 had post-graduate degrees, ~ 11.9%.
- Occupational structure: office workers and civil servants are the group with the highest rate of participation with 39.4%, followed by students with 36.6%. Self-employed people account for 12%, retired housewives are 7.8% and other occupational groups account for 4.2%. The survey results show that the student group has the same rate as the group aged <23 at 36.6%. This shows the accuracy of the survey data. In addition, the survey results distributed by occupational criteria have a rate almost similar to the sample division rate in chapter 3. Therefore, it can be concluded that the survey data is suitable for use in analysis activities.
- Income structure: the group with income from 3 to 5 million has the highest rate with 39% of the total number of respondents. This is consistent with the income structure of Hanoi people and corresponds to the average income of the group of civil servants and office workers. Those
People with no income account for 23%, income under 3 million VND accounts for 13% and income over 5 million VND accounts for 25%.
4.2 Mobile phone usage in Hanoi inner city area
According to the survey results, most respondents said they had used the phone for more than 1 year, specifically: 68.4% used mobile phones from 4 to 10 years, 23.2% used from 1 to 3 years, 7.8% used for more than 10 years. Those who used mobile phones for less than 1 year accounted for only a very small proportion of ~ 0.6%. (Table 4.1)
Table 4.1: Time spent using mobile phones
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Alid
<1 year
5
.6
.6
.6
1-3 years
194
23.2
23.2
23.8
4-10 years
571
68.4
68.4
92.2
>10 years
65
7.8
7.8
100.0
Total
835
100.0
100.0
The survey indexes on the time of using mobile phones of consumers in the inner city of Hanoi are very impressive for a developing country like Vietnam and also prove that Vietnamese consumers have a lot of experience using this high-tech device. Moreover, with the majority of consumers surveyed having a relatively long time of use (4-10 years), it partly proves that mobile phones have become an important and essential item in peoples daily lives.
When asked about the mobile phone network they are using, 31% of respondents said they are using the network of Vietel company, 29% use the network of
of Mobifone company, 27% use Vinaphone companys network and 13% use networks of other providers such as E-VN telecom, S-fone, Beeline, Vietnammobile. (Figure 4.1).
Figure 4.1: Mobile phone network in use
Compared with the announced market share of mobile telecommunications service providers in Vietnam (Vietel: 36%, Mobifone: 29%, Vinaphone: 28%, the remaining networks: 7%), we see that the survey results do not have many differences. However, the statistics show that there is a difference in the market share of other networks because the Hanoi market is one of the two main markets of small networks, so their market share in this area will certainly be higher than that of the whole country.
According to a report by NielsenMobile (2009) [8], the number of prepaid mobile phone subscribers in Hanoi accounts for 95% of the total number of subscribers, however, the results of this survey show that the percentage of prepaid subscribers has decreased by more than 20%, only at 70.8%. On the contrary, the number of postpaid subscribers tends to increase from 5% in 2009 to 19.2%. Those who are simultaneously using both types of subscriptions account for 10%. (Table 4.2).
Table 4.2: Types of mobile phone subscribers
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Valid
Prepay
591
70.8
70.8
70.8
Pay later
160
19.2
19.2
89.9
Both of the above
84
10.1
10.1
100.0
Total
835
100.0
100.0
The above figures show the change in the psychology and consumption habits of Vietnamese consumers towards mobile telecommunications services, when the use of prepaid subscriptions and junk SIMs is replaced by the use of two types of subscriptions for different purposes and needs or switching to postpaid subscriptions to enjoy better customer care services.
In addition, the majority of respondents have an average spending level for mobile phone services from 100 to 300 thousand VND (406 ~ 48.6% of total respondents). The high spending level (> 500 thousand VND) is the spending level with the lowest number of people with only 8.4%, on the contrary, the low spending level (under 100 thousand VND) accounts for the second highest proportion among the groups of respondents with 25.4%. People with low spending levels mainly fall into the group of students and retirees/housewives - those who have little need to use or mainly use promotional SIM cards. (Table 4.3).
Table 4.3: Spending on mobile phone charges
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Valid
<100,000
212
25.4
25.4
25.4
100-300,000
406
48.6
48.6
74.0
300,000-500,000
147
17.6
17.6
91.6
>500,000
70
8.4
8.4
100.0
Total
835
100.0
100.0
The statistics in Table 4.3 are similar to the percentages in the NielsenMobile survey results (2009) with 73% of mobile phone users having medium spending levels and only 13% having high spending levels.
The survey results also showed that up to 31% ~ nearly one-third of respondents said they sent more than 10 SMS messages/day, meaning that on average they sent 1 SMS message for every working hour. Those with an average SMS message volume (from 3 to 10 messages/day) accounted for 51.1% and those with a low SMS message volume (less than 3 messages/day) accounted for 17%. (Table 4.4)
Table 4.4: Number of SMS messages sent per day
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Valid
<3 news
142
17.0
17.0
17.0
3-10 news
427
51.1
51.1
68.1
>10 news
266
31.9
31.9
100.0
Total
835
100.0
100.0
Similar to sending messages, those with an average message receiving rate (from 3-10 messages/day) accounted for the highest percentage of ~ 55%, followed by those with a high number of messages (over 10 messages/day) ~ 24% and those with a low number of messages received daily (under 3 messages/day) remained at the bottom with 21%. (Table 4.5)
Table 4.5: Number of SMS messages received per day
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Valid
<3 news
175
21.0
21.0
21.0
3-10 news
436
55.0
55.0
76.0
>10 news
197
24.0
24.0
100.0
Total
835
100.0
100.0
When comparing the data of the two result tables 4.4 and 4.5, we can see the reasonableness between the ratio of the number of messages sent and the number of messages received daily by the interview participants.
4.3 Current status of SMS advertising and Mobile Marketing
According to the interview results, in the 3 months from the time of the survey and before, 94% of respondents, equivalent to 785 people, said they received advertising messages, while only a very small percentage of 6% (only 50 people) did not receive advertising messages (Table 4.6).
Table 4.6: Percentage of people receiving advertising messages in the last 3 months
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Valid
Have
785
94.0
94.0
94.0
Are not
50
6.0
6.0
100.0
Total
835
100.0
100.0
The results of Table 4.6 show that consumers in the inner city of Hanoi are very familiar with advertising messages. This result is also the basis for assessing the knowledge, experience and understanding of the respondents in the interview. This is also one of the important factors determining the accuracy of the survey results.
In addition, most respondents said they had received promotional messages, but only 24% of them had ever taken the action of registering to receive promotional messages, while 76% of the remaining respondents did not register to receive promotional messages but still received promotional messages every day. This is the first sign indicating the weaknesses and shortcomings of lax management of this activity in Vietnam. (Table 4.7)
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Mobile Phone Usage in Hanoi Inner City Area
zt2i3t4l5ee
zt2a3gsconsumer,consumption,consumer behavior,marketing,mobile marketing
zt2a3ge
zc2o3n4t5e6n7ts
- Test the relationship between demographic variables and consumer behavior for Mobile Marketing activities
The analysis method used is the Chi-square test (χ2), with statistical hypotheses H0 and H1 and significance level α = 0.05. In case the P index (p-value) or Sig. index in SPSS has a value less than or equal to the significance level α, the hypothesis H0 is rejected and vice versa. With this testing procedure, the study can evaluate the difference in behavioral trends between demographic groups.
CHAPTER 4
RESEARCH RESULTS
During two months, 1,100 survey questionnaires were distributed to mobile phone users in the inner city of Hanoi using various methods such as direct interviews, sending via email or using questionnaires designed on the Internet. At the end of the survey, after checking and eliminating erroneous questionnaires, the study collected 858 complete questionnaires, equivalent to a rate of about 78%. In addition, the research subjects of the thesis are only people who are using mobile phones, so people who do not use mobile phones are not within the scope of the thesis, therefore, the questionnaires with the option of not using mobile phones were excluded from the scope of analysis. The number of suitable survey questionnaires included in the statistical analysis was 835.
4.1 Demographic characteristics of the sample
The structure of the survey sample is divided and statistically analyzed according to criteria such as gender, age, occupation, education level and personal income. (Detailed statistical table in Appendix 6)
- Gender structure: Of the 835 completed questionnaires, 49.8% of respondents were male, equivalent to 416 people, and 50.2% were female, equivalent to 419 people. The survey results of the study are completely consistent with the gender ratio in the population structure of Vietnam in general and Hanoi in particular (Male/Female: 49/51).
- Age structure: 36.6% of respondents are <23 years old, equivalent to 306 people. People from 23-34 years old
accounting for the highest proportion: 44.8% equivalent to 374 people, people aged 35-45 and >45 are 70 and 85 people equivalent to 8.4% and 10.2% respectively. Looking at the results of this survey, we can see that the young people - youth account for a large proportion of the total number of people participating in the survey. Meanwhile, the middle-aged people including two age groups of 35 - 45 and >45 have a low rate of participation in the survey. This is completely consistent with the reality when Mobile Marketing is identified as a Marketing service aimed at young people (people under 35 years old).
- Structure by educational level: among 835 valid responses, 541 respondents had university degrees, accounting for the highest proportion of ~ 75%, 102 had secondary school degrees, ~ 13.1%, and 93 had post-graduate degrees, ~ 11.9%.
- Occupational structure: office workers and civil servants are the group with the highest rate of participation with 39.4%, followed by students with 36.6%. Self-employed people account for 12%, retired housewives are 7.8% and other occupational groups account for 4.2%. The survey results show that the student group has the same rate as the group aged <23 at 36.6%. This shows the accuracy of the survey data. In addition, the survey results distributed by occupational criteria have a rate almost similar to the sample division rate in chapter 3. Therefore, it can be concluded that the survey data is suitable for use in analysis activities.
- Income structure: the group with income from 3 to 5 million has the highest rate with 39% of the total number of respondents. This is consistent with the income structure of Hanoi people and corresponds to the average income of the group of civil servants and office workers. Those
People with no income account for 23%, income under 3 million VND accounts for 13% and income over 5 million VND accounts for 25%.
4.2 Mobile phone usage in Hanoi inner city area
According to the survey results, most respondents said they had used the phone for more than 1 year, specifically: 68.4% used mobile phones from 4 to 10 years, 23.2% used from 1 to 3 years, 7.8% used for more than 10 years. Those who used mobile phones for less than 1 year accounted for only a very small proportion of ~ 0.6%. (Table 4.1)
Table 4.1: Time spent using mobile phones
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Alid
<1 year
5
.6
.6
.6
1-3 years
194
23.2
23.2
23.8
4-10 years
571
68.4
68.4
92.2
>10 years
65
7.8
7.8
100.0
Total
835
100.0
100.0
The survey indexes on the time of using mobile phones of consumers in the inner city of Hanoi are very impressive for a developing country like Vietnam and also prove that Vietnamese consumers have a lot of experience using this high-tech device. Moreover, with the majority of consumers surveyed having a relatively long time of use (4-10 years), it partly proves that mobile phones have become an important and essential item in people's daily lives.
When asked about the mobile phone network they are using, 31% of respondents said they are using the network of Vietel company, 29% use the network of
of Mobifone company, 27% use Vinaphone company's network and 13% use networks of other providers such as E-VN telecom, S-fone, Beeline, Vietnammobile. (Figure 4.1).
Figure 4.1: Mobile phone network in use
Compared with the announced market share of mobile telecommunications service providers in Vietnam (Vietel: 36%, Mobifone: 29%, Vinaphone: 28%, the remaining networks: 7%), we see that the survey results do not have many differences. However, the statistics show that there is a difference in the market share of other networks because the Hanoi market is one of the two main markets of small networks, so their market share in this area will certainly be higher than that of the whole country.
According to a report by NielsenMobile (2009) [8], the number of prepaid mobile phone subscribers in Hanoi accounts for 95% of the total number of subscribers, however, the results of this survey show that the percentage of prepaid subscribers has decreased by more than 20%, only at 70.8%. On the contrary, the number of postpaid subscribers tends to increase from 5% in 2009 to 19.2%. Those who are simultaneously using both types of subscriptions account for 10%. (Table 4.2).
Table 4.2: Types of mobile phone subscribers
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Valid
Prepay
591
70.8
70.8
70.8
Pay later
160
19.2
19.2
89.9
Both of the above
84
10.1
10.1
100.0
Total
835
100.0
100.0
The above figures show the change in the psychology and consumption habits of Vietnamese consumers towards mobile telecommunications services, when the use of prepaid subscriptions and junk SIMs is replaced by the use of two types of subscriptions for different purposes and needs or switching to postpaid subscriptions to enjoy better customer care services.
In addition, the majority of respondents have an average spending level for mobile phone services from 100 to 300 thousand VND (406 ~ 48.6% of total respondents). The high spending level (> 500 thousand VND) is the spending level with the lowest number of people with only 8.4%, on the contrary, the low spending level (under 100 thousand VND) accounts for the second highest proportion among the groups of respondents with 25.4%. People with low spending levels mainly fall into the group of students and retirees/housewives - those who have little need to use or mainly use promotional SIM cards. (Table 4.3).
Table 4.3: Spending on mobile phone charges
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Valid
<100,000
212
25.4
25.4
25.4
100-300,000
406
48.6
48.6
74.0
300,000-500,000
147
17.6
17.6
91.6
>500,000
70
8.4
8.4
100.0
Total
835
100.0
100.0
The statistics in Table 4.3 are similar to the percentages in the NielsenMobile survey results (2009) with 73% of mobile phone users having medium spending levels and only 13% having high spending levels.
The survey results also showed that up to 31% ~ nearly one-third of respondents said they sent more than 10 SMS messages/day, meaning that on average they sent 1 SMS message for every working hour. Those with an average SMS message volume (from 3 to 10 messages/day) accounted for 51.1% and those with a low SMS message volume (less than 3 messages/day) accounted for 17%. (Table 4.4)
Table 4.4: Number of SMS messages sent per day
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Valid
<3 news
142
17.0
17.0
17.0
3-10 news
427
51.1
51.1
68.1
>10 news
266
31.9
31.9
100.0
Total
835
100.0
100.0
Similar to sending messages, those with an average message receiving rate (from 3-10 messages/day) accounted for the highest percentage of ~ 55%, followed by those with a high number of messages (over 10 messages/day) ~ 24% and those with a low number of messages received daily (under 3 messages/day) remained at the bottom with 21%. (Table 4.5)
Table 4.5: Number of SMS messages received per day
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Valid
<3 news
175
21.0
21.0
21.0
3-10 news
436
55.0
55.0
76.0
>10 news
197
24.0
24.0
100.0
Total
835
100.0
100.0
When comparing the data of the two result tables 4.4 and 4.5, we can see the reasonableness between the ratio of the number of messages sent and the number of messages received daily by the interview participants.
4.3 Current status of SMS advertising and Mobile Marketing
According to the interview results, in the 3 months from the time of the survey and before, 94% of respondents, equivalent to 785 people, said they received advertising messages, while only a very small percentage of 6% (only 50 people) did not receive advertising messages (Table 4.6).
Table 4.6: Percentage of people receiving advertising messages in the last 3 months
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Valid
Have
785
94.0
94.0
94.0
Are not
50
6.0
6.0
100.0
Total
835
100.0
100.0
The results of Table 4.6 show that consumers in the inner city of Hanoi are very familiar with advertising messages. This result is also the basis for assessing the knowledge, experience and understanding of the respondents in the interview. This is also one of the important factors determining the accuracy of the survey results.
In addition, most respondents said they had received promotional messages, but only 24% of them had ever taken the action of registering to receive promotional messages, while 76% of the remaining respondents did not register to receive promotional messages but still received promotional messages every day. This is the first sign indicating the weaknesses and shortcomings of lax management of this activity in Vietnam. (Table 4.7)
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![Pre-tax Profit of Bidv Tien Giang in the Period 2011-2015
zt2i3t4l5ee
zt2a3gsnon-credit services, joint stock commercial bank
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At that time, the Branch had to set aside a provision for credit risks, which reduced the Branchs income.
Chart 2.2. Pre-tax profit of BIDV Tien Giang in the period 2011-2015
Unit: Billion VND
140
120
100
80
60
40
20
0
63.3
80.34
89.29
110.08
131.99
2011 2012 2013 2014 2015
Profit before tax
(Source: Report on the implementation of the annual business plan of the General Planning Department of BIDV Tien Giang [24])
However, through chart 2.2, it can be seen that BIDV Tien Giangs profit is still increasing continuously, and its operating efficiency is currently leaking. This is a contribution of non-credit services, and this service segment will be increasingly focused on growth by BIDV Tien Giang to ensure the highest profit safety because credit activities have many potential risks. At the same time, focusing on developing non-credit services is consistent with one of the contents of restructuring the financial activities of credit institutions in the project Restructuring the system of credit institutions in the period 2011-2015 approved by the Prime Minister in Decision No. 254/QD-TTg dated March 1, 2012 [14]: Gradually shifting the business model of commercial banks towards reducing dependence on credit activities and increasing income from non-credit services.
2.2. Current status of non-credit service development at BIDV Tien Giang.
2.2.1. BIDV Tien Giang has deployed the development of non-credit services in recent times.
Along with the development of the Head Office, BIDV Tien Giangs products and services are constantly improved and deployed in a diverse manner to ensure provision for many different customer groups in the area: individual customers, corporate customers, and financial institutions. Typical services are as follows: Payment services, treasury services, guarantee services, card services, trade finance, other services: Western Union, insurance commissions, consulting services, foreign exchange derivatives trading, e-banking services,...
2.2.1.1. Payment services:
In accordance with the Prime Ministers Project to promote non-cash payments in Vietnam [15], banks in Tien Giang province have continuously developed payment services to reduce customers cash usage habits through card services and electronic banking services such as: salary payment through accounts, focusing on developing card acceptance points, developing multi-purpose cards, paying social insurance by transfer, paying bills through banks, etc.
Chart 2.3. Net income from payment services in the period 2011-2015
Unit: Million VND
6000
5000
4000
3000
2000
1000
0
3922 4065
4720 5084 5324
2011 2012 2013 2014 2015
Net income from payment services
(Source: Report on the implementation of the annual business plan of the General Planning Department of BIDV Tien Giang [24])
Along with the technological development of the entire system, BIDV Tien Giang has a payment system with a fairly stable transaction processing speed, bringing many conveniences to customers. The results of observing chart 2.3 show that the income from payment services that the Branch has achieved has grown over the years but the speed is not high and the products are not outstanding compared to other banks. Domestic payment products such as: Online bill payment, electricity bills, water bills, insurance premiums, cable TV bills, telecommunications fees, airline tickets, etc. bring many conveniences to customers. Regarding international payment, this is an indispensable activity for foreign economic activities, BIDV Tien Giang is providing international payment methods for small enterprises producing agriculture, aquatic food and seafood that have credit relationships with banks in industrial parks in Tien Giang province such as: money transfer, collection, L/C payment.
2.2.1.2. Treasury services:
BIDV Tien Giang always focuses on ensuring treasury safety and currency security, always complies with legal regulations, and minimizes risks in operations such as: counting and collecting money from customers, receiving and delivering internal transactions, collecting from the State Bank (SBV) or other credit institutions, receiving ATM funds, bundling money, etc. BIDV Tien Giangs treasury service management department is always fully equipped with modern machinery and equipment such as: money transport vehicles, fire prevention tools, money counters, money detectors, magnifying glasses, etc. to ensure absolute safety in treasury operations, immediately identifying real and fake money and other risks that may affect people and assets of the bank and customers. In addition, implementing regulation 2480/QC dated October 28, 2008 between the State Bank of Tien Giang province and the Provincial Police on coordination in the fight against counterfeit money, in the 3-year review of implementation, BIDV Tien Giang discovered, seized and submitted to the State Bank of Tien Giang province 475 banknotes of various denominations and was commended by the Provincial Police and the State Bank of Tien Giang province [17].
Chart 2.4. Net income from treasury services in the period 2011-2015
Unit: Million VND
350
300
250
200
150
100
50
0
105 122
309 289 279
2011 2012 2013 2014 2015
Net income from treasury services
(Source: Report on the implementation of the annual business plan of the General Planning Department of BIDV Tien Giang [24])
However, as shown in Figure 2.4, income from treasury operations is not high and fluctuates. Specifically, in the period 2011-2013, net income increased and increased most sharply in 2013, then in the period 2013-2015, there was a downward trend. This fluctuation is due to the fact that fees collected from treasury services are often very low and can even be waived to attract customers to use other services.
2.2.1.3. Guarantee and trade finance services:
BIDV Tien Giang, thanks to the advantages of the province and the favorable location of the Branch, has continuously focused on developing income from guarantee services and trade finance.
Chart 2.5. Net income from guarantee and trade finance services in the period 2011-2015
Unit: Million VND
14000
12000
10000
8000
6000
4000
2000
0
5193 5695
2742 3420
8889
3992
11604 12206
5143 5312
2011 2012 2013 2014 2015
Net income from guarantee services Net income from Trade Finance
(Source: Report on the implementation of the annual business plan of the General Planning Department of BIDV Tien Giang [24])
Through chart 2.5, we can see that BIDV Tien Giangs income from guarantee services and trade finance has grown over the years. The reason is: Among BIDV Tien Giangs corporate customers, the construction industry is the industry with the highest proportion of customers after the trading industry, this is a group of customers with potential to develop guarantee services. The second group of customers is corporate customers in the fields of agricultural production, livestock and seafood processing with high import and export turnover in the area.
are the target of trade finance development. In addition, BIDV Tien Giang also focuses on continuously developing these customer groups to increase revenue for many other products and services in the future.
2.2.1.4. Card and POS services:
As a service that BIDV Tien Giang has recently developed strongly, it can be said that this is a very potential market and has the ability to develop even more strongly in the future. Card services with outstanding advantages such as fast payment time, wide payment range, quite safe, effective and suitable for the integration trend and the Project to promote non-cash payments in Vietnam. Cards have become a modern and popular payment tool. BIDV Tien Giang early identified that developing card services is to expand the market to people in society, create capital mobilized from card-opened accounts, contribute to diversifying banking activities, enhance the image of the bank, bring the BIDV Tien Giang brand to people as quickly and easily as possible. BIDV Tien Giang is currently providing card types such as: credit cards (BIDV MasterCard Platinum, BIDV Visa Gold Precious, BIDV Visa Manchester United, BIDV Visa Classic), international debit cards (BIDV Ready Card, BIDV Manu Debit Card), domestic debit cards (BIDV Harmony Card, BIDV eTrans Card, BIDV Moving Card, BIDV-Lingo Co-branded Card, BIDV-Co.opmart Co-branded Card). These cards can be paid via POS/EDC or on the ATM system. In addition, with debit cards, customers can not only withdraw money via ATMs but also perform utilities such as mobile top-up, online payment, money transfer,... through electronic banking services.
In order to attract customers with card services, BIDV Tien Giang has continuously increased the installation of ATMs. As of December 31, 2015, BIDV Tien Giang has 23 ATMs combined with 7 ATMs in the same system of BIDV My Tho, so the number of ATMs is quite large, especially in the center of My Tho City, but is not yet fully present in the districts. Basic services on ATMs such as withdrawing money, checking balances, printing short statements,... BIDV ATMs accept cards from banks in the system.
Banknetvn and Smartlink, cards branded by international card organizations Union Pay (CUP), VISA, MasterCard and cards of banks in the Asian Payment Network. From here, cardholders can make bill payments for themselves or others at ATMs, by simply entering the subscriber number or customer code, booking code that service providers notify and make bill payments.
Chart 2.6. Net income from card services in the period 2011-2015
Unit: Million VND
3500
3000
2500
2000
1500
1000
500
0
687
1023
1547
2267
3104
2011 2012 2013 2014 2015
Net income from card services
(Source: Report on the implementation of the annual business plan of the General Planning Department of BIDV Tien Giang [24])
Through chart 2.6, it can be seen that BIDV Tien Giangs card service income is constantly growing because the Branch focuses on developing businesses operating in industrial parks, which are the source of customers for salary payment products, ATMs, BSMS. Specifically, there are companies such as Freeview, Quang Viet, Dai Thanh, which are businesses with a large number of card openings at the Branch, contributing to the increase in card service fees [25].
Table 2.6. Number of ATMs and POS machines in 2015 of some banks in Tien Giang area.
Unit: Machine
STT
Bank name
Number of ATMs
Cumulative number of ATM cards
POS machine
1
BIDV Tien Giang
23
97,095
22
2
BIDV My Tho
7
21,325
0
3
Agribank Tien Giang
29
115,743
77
4
Vietinbank Tien Giang
16
100,052
54
5
Dong A Tien Giang
26
97,536
11
6
Sacombank Tien Giang
24
88,513
27
7
Vietcombank Tien Giang
15
61,607
96
8
Vietinbank - Tay Tien Giang Branch
6
46,042
38
(Source: 2015 Banking Activity Data Report of the General and Internal Control Department of the Provincial State Bank [21])
Through table 2.6, the author finds that the number of ATMs of BIDV Tien Giang is not much, ranking fourth after Agribank Tien Giang, Dong A Tien Giang, Sacombank Tien Giang. The number of POS machines of BIDV Tien Giang is very small, only higher than Dong A Tien Giang and BIDV My Tho in the initial stages of merging the BIDV system. Besides, BIDV Tien Giang has a high number of cards increasing over the years (table 2.7) but the cumulative number of cards issued up to December 31, 2015 is still relatively low compared to Agribank, Vietcombank, Dong A (table 2.6).
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Pre-tax Profit of Bidv Tien Giang in the Period 2011-2015
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zt2a3gsnon-credit services, joint stock commercial bank
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At that time, the Branch had to set aside a provision for credit risks, which reduced the Branch's income.
Chart 2.2. Pre-tax profit of BIDV Tien Giang in the period 2011-2015
Unit: Billion VND
140
120
100
80
60
40
20
0
63.3
80.34
89.29
110.08
131.99
2011 2012 2013 2014 2015
Profit before tax
(Source: Report on the implementation of the annual business plan of the General Planning Department of BIDV Tien Giang [24])
However, through chart 2.2, it can be seen that BIDV Tien Giang's profit is still increasing continuously, and its operating efficiency is currently leaking. This is a contribution of non-credit services, and this service segment will be increasingly focused on growth by BIDV Tien Giang to ensure the highest profit safety because credit activities have many potential risks. At the same time, focusing on developing non-credit services is consistent with one of the contents of restructuring the financial activities of credit institutions in the project "Restructuring the system of credit institutions in the period 2011-2015" approved by the Prime Minister in Decision No. 254/QD-TTg dated March 1, 2012 [14]: "Gradually shifting the business model of commercial banks towards reducing dependence on credit activities and increasing income from non-credit services".
2.2. Current status of non-credit service development at BIDV Tien Giang.
2.2.1. BIDV Tien Giang has deployed the development of non-credit services in recent times.
Along with the development of the Head Office, BIDV Tien Giang's products and services are constantly improved and deployed in a diverse manner to ensure provision for many different customer groups in the area: individual customers, corporate customers, and financial institutions. Typical services are as follows: Payment services, treasury services, guarantee services, card services, trade finance, other services: Western Union, insurance commissions, consulting services, foreign exchange derivatives trading, e-banking services,...
2.2.1.1. Payment services:
In accordance with the Prime Minister's Project to promote non-cash payments in Vietnam [15], banks in Tien Giang province have continuously developed payment services to reduce customers' cash usage habits through card services and electronic banking services such as: salary payment through accounts, focusing on developing card acceptance points, developing multi-purpose cards, paying social insurance by transfer, paying bills through banks, etc.
Chart 2.3. Net income from payment services in the period 2011-2015
Unit: Million VND
6000
5000
4000
3000
2000
1000
0
3922 4065
4720 5084 5324
2011 2012 2013 2014 2015
Net income from payment services
(Source: Report on the implementation of the annual business plan of the General Planning Department of BIDV Tien Giang [24])
Along with the technological development of the entire system, BIDV Tien Giang has a payment system with a fairly stable transaction processing speed, bringing many conveniences to customers. The results of observing chart 2.3 show that the income from payment services that the Branch has achieved has grown over the years but the speed is not high and the products are not outstanding compared to other banks. Domestic payment products such as: Online bill payment, electricity bills, water bills, insurance premiums, cable TV bills, telecommunications fees, airline tickets, etc. bring many conveniences to customers. Regarding international payment, this is an indispensable activity for foreign economic activities, BIDV Tien Giang is providing international payment methods for small enterprises producing agriculture, aquatic food and seafood that have credit relationships with banks in industrial parks in Tien Giang province such as: money transfer, collection, L/C payment.
2.2.1.2. Treasury services:
BIDV Tien Giang always focuses on ensuring treasury safety and currency security, always complies with legal regulations, and minimizes risks in operations such as: counting and collecting money from customers, receiving and delivering internal transactions, collecting from the State Bank (SBV) or other credit institutions, receiving ATM funds, bundling money, etc. BIDV Tien Giang's treasury service management department is always fully equipped with modern machinery and equipment such as: money transport vehicles, fire prevention tools, money counters, money detectors, magnifying glasses, etc. to ensure absolute safety in treasury operations, immediately identifying real and fake money and other risks that may affect people and assets of the bank and customers. In addition, implementing regulation 2480/QC dated October 28, 2008 between the State Bank of Tien Giang province and the Provincial Police on coordination in the fight against counterfeit money, in the 3-year review of implementation, BIDV Tien Giang discovered, seized and submitted to the State Bank of Tien Giang province 475 banknotes of various denominations and was commended by the Provincial Police and the State Bank of Tien Giang province [17].
Chart 2.4. Net income from treasury services in the period 2011-2015
Unit: Million VND
350
300
250
200
150
100
50
0
105 122
309 289 279
2011 2012 2013 2014 2015
Net income from treasury services
(Source: Report on the implementation of the annual business plan of the General Planning Department of BIDV Tien Giang [24])
However, as shown in Figure 2.4, income from treasury operations is not high and fluctuates. Specifically, in the period 2011-2013, net income increased and increased most sharply in 2013, then in the period 2013-2015, there was a downward trend. This fluctuation is due to the fact that fees collected from treasury services are often very low and can even be waived to attract customers to use other services.
2.2.1.3. Guarantee and trade finance services:
BIDV Tien Giang, thanks to the advantages of the province and the favorable location of the Branch, has continuously focused on developing income from guarantee services and trade finance.
Chart 2.5. Net income from guarantee and trade finance services in the period 2011-2015
Unit: Million VND
14000
12000
10000
8000
6000
4000
2000
0
5193 5695
2742 3420
8889
3992
11604 12206
5143 5312
2011 2012 2013 2014 2015
Net income from guarantee services Net income from Trade Finance
(Source: Report on the implementation of the annual business plan of the General Planning Department of BIDV Tien Giang [24])
Through chart 2.5, we can see that BIDV Tien Giang's income from guarantee services and trade finance has grown over the years. The reason is: Among BIDV Tien Giang's corporate customers, the construction industry is the industry with the highest proportion of customers after the trading industry, this is a group of customers with potential to develop guarantee services. The second group of customers is corporate customers in the fields of agricultural production, livestock and seafood processing with high import and export turnover in the area.
are the target of trade finance development. In addition, BIDV Tien Giang also focuses on continuously developing these customer groups to increase revenue for many other products and services in the future.
2.2.1.4. Card and POS services:
As a service that BIDV Tien Giang has recently developed strongly, it can be said that this is a very potential market and has the ability to develop even more strongly in the future. Card services with outstanding advantages such as fast payment time, wide payment range, quite safe, effective and suitable for the integration trend and the Project to promote non-cash payments in Vietnam. Cards have become a modern and popular payment tool. BIDV Tien Giang early identified that developing card services is to expand the market to people in society, create capital mobilized from card-opened accounts, contribute to diversifying banking activities, enhance the image of the bank, bring the BIDV Tien Giang brand to people as quickly and easily as possible. BIDV Tien Giang is currently providing card types such as: credit cards (BIDV MasterCard Platinum, BIDV Visa Gold Precious, BIDV Visa Manchester United, BIDV Visa Classic), international debit cards (BIDV Ready Card, BIDV Manu Debit Card), domestic debit cards (BIDV Harmony Card, BIDV eTrans Card, BIDV Moving Card, BIDV-Lingo Co-branded Card, BIDV-Co.opmart Co-branded Card). These cards can be paid via POS/EDC or on the ATM system. In addition, with debit cards, customers can not only withdraw money via ATMs but also perform utilities such as mobile top-up, online payment, money transfer,... through electronic banking services.
In order to attract customers with card services, BIDV Tien Giang has continuously increased the installation of ATMs. As of December 31, 2015, BIDV Tien Giang has 23 ATMs combined with 7 ATMs in the same system of BIDV My Tho, so the number of ATMs is quite large, especially in the center of My Tho City, but is not yet fully present in the districts. Basic services on ATMs such as withdrawing money, checking balances, printing short statements,... BIDV ATMs accept cards from banks in the system.
Banknetvn and Smartlink, cards branded by international card organizations Union Pay (CUP), VISA, MasterCard and cards of banks in the Asian Payment Network. From here, cardholders can make bill payments for themselves or others at ATMs, by simply entering the subscriber number or customer code, booking code that service providers notify and make bill payments.
Chart 2.6. Net income from card services in the period 2011-2015
Unit: Million VND
3500
3000
2500
2000
1500
1000
500
0
687
1023
1547
2267
3104
2011 2012 2013 2014 2015
Net income from card services
(Source: Report on the implementation of the annual business plan of the General Planning Department of BIDV Tien Giang [24])
Through chart 2.6, it can be seen that BIDV Tien Giang's card service income is constantly growing because the Branch focuses on developing businesses operating in industrial parks, which are the source of customers for salary payment products, ATMs, BSMS. Specifically, there are companies such as Freeview, Quang Viet, Dai Thanh, which are businesses with a large number of card openings at the Branch, contributing to the increase in card service fees [25].
Table 2.6. Number of ATMs and POS machines in 2015 of some banks in Tien Giang area.
Unit: Machine
STT
Bank name
Number of ATMs
Cumulative number of ATM cards
POS machine
1
BIDV Tien Giang
23
97,095
22
2
BIDV My Tho
7
21,325
0
3
Agribank Tien Giang
29
115,743
77
4
Vietinbank Tien Giang
16
100,052
54
5
Dong A Tien Giang
26
97,536
11
6
Sacombank Tien Giang
24
88,513
27
7
Vietcombank Tien Giang
15
61,607
96
8
Vietinbank - Tay Tien Giang Branch
6
46,042
38
(Source: 2015 Banking Activity Data Report of the General and Internal Control Department of the Provincial State Bank [21])
Through table 2.6, the author finds that the number of ATMs of BIDV Tien Giang is not much, ranking fourth after Agribank Tien Giang, Dong A Tien Giang, Sacombank Tien Giang. The number of POS machines of BIDV Tien Giang is very small, only higher than Dong A Tien Giang and BIDV My Tho in the initial stages of merging the BIDV system. Besides, BIDV Tien Giang has a high number of cards increasing over the years (table 2.7) but the cumulative number of cards issued up to December 31, 2015 is still relatively low compared to Agribank, Vietcombank, Dong A (table 2.6).
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The impact of online banking service quality of Vietnam Development Investment Bank on customer satisfaction in Ho Chi Minh City market - 14 -
Detailed Results of Factors Affecting Commercial Banking Service Quality from 30 Managers
This structure is also consistent with the fact that the main subjects of debit card services today are students and salary earners (when businesses and socio-economic organizations are gradually shifting to paying salaries through accounts).
Table 4.1d. Structure of sample customer survey card service providers
Frequency | Percent | Percent | ||
Valid | Vietinbank | 46 | 20.2 | 20.2 |
ACB | 5 | 2.2 | 2.2 | |
BIDV | 28 | 12.3 | 12.3 | |
VCB | 29 | 12.7 | 12.7 | |
Agribank | 77 | 33.8 | 33.8 | |
Other | 43 | 18.9 | 18.9 | |
Total | 228 | 100.0 | 100.0 |
It can be seen that this is a suitable structure and reflects the debit card usage structure of customers in Hanoi city area.
Table 4.1e. Time structure of customer survey sample card usage
Frequency | Percent | Percent | ||
Valid | Under 1 year | 29 | 12.7 | 12.7 |
1 to 2 years | 41 | 18.0 | 18.0 | |
2 to 3 years | 37 | 16.2 | 16.2 | |
3 years or more | 121 | 53.1 | 53.1 | |
Total | 228 | 100.0 | 100.0 |
A large proportion of surveyed customers have used the card for 2 years or more (69.3%).
Thus, after collecting the collected questionnaires and excluding invalid questionnaires, 228 questionnaires remained valid for further analysis. In terms of gender, 40.8% were male, 59.2% were female; the age group under 25 accounted for nearly 50%, from 44 years old and below accounted for about 40%; 45.6% were students and 54.4% were salaried employees; 69.3% of surveyed customers had used the card for 2 years or more. The statistics received showed that the above sample structure was considered appropriate and could represent customers in Hanoi using debit cards of banks. This data allows analysis of the level of response to debit card services from the customer side.
4.1.2. Data processing results
4.1.2.1. Data evaluation
Preliminary statistical description for observed variables Descriptive statistics for TA variable group
N | Minimum | Maximum | Mean | Std. Deviation | Skewness | Kurtosis | |
TAE | 228 | 1 | 5 | 3.88 | .815 | -.795 | 1,485 |
TAR | 228 | 1 | 5 | 3.14 | .684 | -.071 | 2.020 |
TA1E | 228 | 1 | 5 | 4.00 | .771 | -.399 | .058 |
TA1R | 228 | 1 | 5 | 3.18 | .718 | .178 | 1,137 |
TA2E | 228 | 1 | 5 | 3.97 | .765 | -.420 | .223 |
TA2R | 228 | 1 | 5 | 3.23 | .730 | .043 | 1,253 |
TA3E | 228 | 2 | 5 | 4.11 | .668 | -.409 | .242 |
TA3R | 228 | 1 | 5 | 3.62 | .706 | -.296 | .571 |
TA4E | 228 | 1 | 5 | 3.90 | .821 | -.394 | -.094 |
TA4R | 228 | 1 | 5 | 3.14 | .712 | .054 | 1,318 |
TA5E | 228 | 1 | 5 | 4.08 | .779 | -.819 | 1,004 |
TA5R | 228 | 1 | 5 | 3.20 | .793 | -.081 | .572 |
Descriptive statistics of RL variable group
N | Minimum | Maximum | Mean | Std. Deviation | Skewness | Kurtosis | |
RLE | 228 | 2 | 5 | 4.21 | .810 | -.778 | -.084 |
RLR | 228 | 1 | 5 | 3.49 | .735 | -.234 | .685 |
RL1E | 228 | 1 | 5 | 4.11 | .769 | -.504 | -.009 |
RL1R | 228 | 1 | 5 | 3.33 | .765 | .186 | .517 |
RL2E | 228 | 1 | 5 | 4.04 | .865 | -.609 | -.114 |
RL2R | 228 | 1 | 5 | 3.21 | .834 | -.171 | .767 |
RL3E | 228 | 1 | 5 | 4.10 | .790 | -.885 | 1,348 |
RL3R | 228 | 1 | 5 | 3.43 | .758 | -.045 | .120 |
RL4E | 228 | 2 | 5 | 4.11 | .749 | -.579 | .077 |
RL4R | 228 | 1 | 5 | 3.38 | .717 | -.076 | .273 |
RL5E | 228 | 1 | 5 | 4.03 | .785 | -.658 | .575 |
RL5R | 228 | 1 | 5 | 3.38 | .798 | -.184 | .335 |
Descriptive statistics of RN variable group
N | Minimum | Maximum | Mean | Std. Deviation | Skewness | Kurtosis | |
RNE | 228 | 1 | 5 | 4.06 | .822 | -.591 | .050 |
RNR | 228 | 1 | 5 | 3.31 | .720 | .168 | .848 |
RN1E | 228 | 2 | 5 | 4.13 | .766 | -.419 | -.656 |
RN1R | 228 | 1 | 5 | 3.33 | .834 | -.327 | .975 |
RN2E | 228 | 1 | 5 | 4.14 | .762 | -.667 | .516 |
RN2R | 228 | 1 | 5 | 3.33 | .790 | -.003 | .429 |
RN3E | 228 | 1 | 5 | 3.95 | .838 | -.544 | .044 |
RN3R | 228 | 1 | 5 | 3.00 | .829 | .000 | .983 |
Descriptive statistics of AS variable group
N | Minimum | Maximum | Mean | Std. Deviation | Skewness | Kurtosis | |
ASE | 228 | 2 | 5 | 3.95 | .801 | -.482 | -.116 |
ASR | 228 | 1 | 5 | 3.23 | .703 | .105 | .864 |
AS1E | 228 | 1 | 5 | 3.98 | .845 | -.451 | -.256 |
AS1R | 228 | 1 | 5 | 3.20 | .717 | .208 | .835 |
AS2E | 228 | 2 | 5 | 4.05 | .778 | -.422 | -.374 |
AS2R | 228 | 1 | 5 | 3.35 | .719 | .077 | .751 |
AS3E | 228 | 2 | 5 | 4.09 | .728 | -.357 | -.405 |
AS3R | 228 | 1 | 5 | 3.35 | .778 | .032 | .289 |
AS4E | 228 | 1 | 5 | 4.11 | .740 | -.655 | .777 |
AS4R | 228 | 1 | 5 | 3.38 | .692 | .056 | .498 |
Descriptive statistics of EM variable group
N | Minimum | Maximum | Mean | Std. Deviation | Skewness | Kurtosis | |
EME | 228 | 1 | 5 | 3.87 | .830 | -.301 | -.256 |
EMR | 228 | 1 | 5 | 3.08 | .765 | .027 | 1,037 |
EM1E | 228 | 1 | 5 | 3.77 | .810 | -.280 | -.062 |
EM1R | 228 | 1 | 5 | 3.03 | .768 | .001 | 1,037 |
EM2E | 228 | 1 | 5 | 3.78 | .834 | -.367 | .148 |
EM2R | 228 | 1 | 5 | 2.97 | .815 | .069 | .724 |
EM3E | 228 | 1 | 5 | 3.75 | .792 | -.306 | .356 |
EM3R | 228 | 1 | 5 | 2.97 | .790 | .004 | .961 |
EM4E | 228 | 1 | 5 | 3.76 | .824 | -.230 | -.208 |
EM4R | 228 | 1 | 5 | 2.95 | .738 | .225 | 1,455 |
The statistical descriptive results for the observed variables show:
- The average customer expectation score in all groups is approximately “high: 4 points” and the difference is small, but the average customer perception score is only approximately “average: 3”.
- All average perception scores are lower than expectations. The average difference is 0.762 points, the highest is 0.95 points (RN3) and the lowest is 0.49 points (TA3). This shows that customers have high expectations (possibly from advertising and marketing programs of banks) but in reality, their perception of the quality of service they receive is still low.
- The dispersion does not vary much and ranges from 0.7 to 0.8.
- The response scores of the observations are distributed relatively symmetrically around the mean (the skewness coefficient is mainly in the range (-1,1). However, the distribution is mostly left-skewed (negative skewness coefficient).
- The response scores of the observations for the variables are relatively concentrated (kurtosis coefficient greater than 1).
The above results show that the survey data can be used to conduct statistical analysis. High symmetry and large kurtosis allow to obtain stable statistical characteristics with little deviation.
Using Cronbach's Alpha coefficient to evaluate the questionnaire, scale and data for each group of variables, we have the following results:
Table 4.2. Cronbach's Alpha coefficient of variable groups
Group
Cronbach's Alpha | Variable | Cronbach's Alpha when leaving out variables | |
TAE | .873 | TA1E | .849 |
TA2E | .843 | ||
TA3E | .850 | ||
TA4E | .837 | ||
TA5E | .852 | ||
TAR | .822 | TA1R | .782 |
TA2R | .766 | ||
TA3R | .804 | ||
TA4R | .771 | ||
TA5R | .809 | ||
RLE | .917 | RL1E | .900 |
RL2E | .897 | ||
RL3E | .895 | ||
RL4E | .897 | ||
RL5E | .902 | ||
RLR | .843 | RL1R | .803 |
Group
Cronbach's Alpha | Variable | Cronbach's Alpha when leaving out variables | |
RL2R | .819 | ||
RL3R | .819 | ||
RL4R | .802 | ||
RL5R | .816 | ||
RNE | .918 | RN1E | .866 |
RN2E | .868 | ||
RN3E | .912 | ||
RNR | .877 | RN1R | .824 |
RN2R | .769 | ||
RN3R | .882 | ||
ASE | .915 | AS1E | .880 |
AS2E | .887 | ||
AS3E | .891 | ||
AS4E | .901 | ||
ASR | .837 | AS1R | .785 |
AS2R | .798 | ||
AS3R | .790 | ||
AS4R | .801 | ||
EME | .929 | EM1E | .897 |
EM2E | .898 | ||
EM3E | .907 | ||
EM4E | .929 | ||
EMR | .877 | EM1R | .847 |
EM2R | .834 | ||
EM3R | .824 | ||
EM4R | .862 |
All groups of questions with Likert scales have Cronbach's Alpha coefficients from 8.22 to 9.29. Except for the RN3R variable of the RNR group, in the groups, there is no variable with a Cronbach's Alpha if Item Deleted greater than the group's general Cronbach's Alpha (Appendix 3). However, because the RNR group has only 3 variables and when removing this variable, the Cronbach's Alpha coefficient does not increase significantly, so there is no need to remove the RN3R variable. The results of the reliability analysis of the groups of variables including the group's composite variable give similar results. Thus, according to Ngo Van Thu (2015), it can be concluded that the questionnaire, scale and data are reliable and can be used for analysis.
4.1.2.2. Group aggregate variables
Usually previous studies do not examine these variables but calculate them by the arithmetic mean of the variables in the group.
For example, Parasuraman and colleagues use the following calculation:
TA- Average gap score for tangible items = (TA1+TA2+TA3+TA4+TA5)/5 RL- Average gap score for reliability items = (RL1+RL2+RL3+RL4+RL5)/5 RN -Average gap score for response items = (RN1+RN2+RN3/3
AS - Average gap score for assurance items = (AS1+AS2+AS3+AS4)/4
EM -Average gap score for empathy items = (EM1+EM2+EM3+EM4)/4
From there, the overall service quality is calculated by averaging the scores of the above 5 components. OSQ- Overall service quality = (TA+RL+RN+AS+EM)/5
To evaluate and adjust these variables, we can use different tools such as regression analysis, using variance structure model, correlation analysis. Here, the thesis uses correlation analysis between group aggregate variables and component variables. The results show that it is possible to use aggregate variables for general evaluation because the variables in the groups are all positively correlated, statistically significant (level 1%) with the group aggregate variable (Appendix 2). For the variable evaluating the general quality of service response, the thesis chooses the factor analysis model using the principal component method to synthesize and determine the weight as the importance of the groups of variables. From there, the impact of each component variable in all groups can be calculated.
It can be seen that the group aggregate variables on desire are more closely correlated with the variables within the group than the variables on the perception of service quality that customers receive. However, with this close correlation, the group aggregate variables can be used directly for analysis.
The results of calculating the internal weights of the variable groups are as follows:
Table 4.3. Weights of component variables of variable groups
Group detail variables | Total | |||||
Group aggregate variables | 1 | 2 | 3 | 4 | 5 | |
TAE | 0.25 | 0.20 | 0.18 | 0.18 | 0.19 | 1.00 |
TAR | 0.22 | 0.23 | 0.19 | 0.20 | 0.16 | 1.00 |
RLE | 0.22 | 0.22 | 0.20 | 0.18 | 0.18 | 1.00 |
RLR | 0.23 | 0.22 | 0.15 | 0.19 | 0.21 | 1.00 |
RNE | 0.33 | 0.31 | 0.35 | 1.00 | ||
RNR | 0.35 | 0.33 | 0.32 | 1.00 | ||
ASE | 0.28 | 0.24 | 0.25 | 0.23 | 1.00 | |
ASR | 0.28 | 0.26 | 0.23 | 0.23 | 1.00 | |
EME | 0.26 | 0.26 | 0.24 | 0.24 | 1.00 | |
EMR | 0.26 | 0.28 | 0.24 | 0.22 | 1.00 | |
4.1.2.3. Create analysis variables
- Creating GAP variables: The gap variables (R –E) are created by calculating the difference between the desired and perceived levels. These variables are denoted according to the original variables with the addition of the letter “G” at the beginning of the variable name. For example: GTA=TAR-TAE.
- Create Rate Statisf variables: The score ratio variables (R/E) are created by calculating the difference between the desired and perceived levels. These variables are denoted according to the original variables with the addition of the letter “R” at the beginning of the variable name. For example: RTA=TAR/TAE.
4.1.2.4. Database information used for analysis
The basic data includes 109 variables (excluding the vote variable), including:
- 5 identifier variables: Customer grouping, service provider.
- 52 primary variables: Desired scores and perceived scores obtained.
- 52 secondary variables: distance and ratio of desired score and perceived score obtained (Appendix 4).
4.2. Statistical analysis of perceived and desired gap in card service quality
4.2.1. Statistical description of indicators
The general assessment variables of all groups show that the desire is higher than the satisfaction level of customers. Most of the median values as well as the mean values are within 1 level. The desire is always high (level 4) and the satisfaction is only average (level 3). The small sample standard deviations and smaller than the statistics from the pilot survey show that customers have relatively uniform desires and perceptions of actual quality. The asymmetry coefficients of the first two indicators have negative values, indicating that many people have lower expectations and perceptions than the average, while for the last three indicators, the perceptions are skewed to the right (positive values). The kurtosis coefficients of the perception scores are positive and larger than this coefficient, corresponding to the desire score. This shows that customers may have low centrality but perceive service quality relatively more centrally.
Mean | Median | Mode | Stdv | Skewness | Kurtosis | |
TAE | 3.88 | 4.00 | 4 | .815 | -.795 | 1,485 |
TAR | 3.14 | 3.00 | 3 | .684 | -.071 | 2.020 |
RLE | 4.21 | 4.00 | 5 | .810 | -.778 | -.084 |
RLR | 3.49 | 3.49 | 3a | .735 | -.234 | .685 |
RNE | 4.06 | 4.00 | 4 | .822 | -.591 | .050 |
RNR | 3.31 | 3.00 | 3 | .720 | .168 | .848 |
ASE | 3.95 | 4.00 | 4 | .801 | -.482 | -.116 |
ASR | 3.23 | 3.00 | 3 | .703 | .105 | .864 |
EME | 3.87 | 4.00 | 4 | .830 | -.301 | -.256 |
EMR | 3.08 | 3.00 | 3 | .765 | .027 | 1,037 |
Table 4.4. Statistical description of primary variables by group Statistics
Table 4.5. Detailed statistical description of primary variables
Mean | Median | Mode | Stdv | Skewness | Kurtosis | |
TA1E | 4.00 | 4.00 | 4 | .771 | -.399 | .058 |
TA1R | 3.18 | 3.00 | 3 | .718 | .178 | 1,137 |
TA2E | 3.97 | 4.00 | 4 | .765 | -.420 | .223 |
TA2R | 3.23 | 3.00 | 3 | .730 | .043 | 1,253 |
TA3E | 4.11 | 4.00 | 4 | .668 | -.409 | .242 |
TA3R | 3.62 | 4.00 | 4 | .706 | -.296 | .571 |
TA4E | 3.90 | 4.00 | 4 | .821 | -.394 | -.094 |
TA4R | 3.14 | 3.00 | 3 | .712 | .054 | 1,318 |
TA5E | 4.08 | 4.00 | 4 | .779 | -.819 | 1,004 |
TA5R | 3.20 | 3.00 | 3 | .793 | -.081 | .572 |
RL1E | 4.11 | 4.00 | 4 | .769 | -.504 | -.009 |
RL1R | 3.33 | 3.00 | 3 | .765 | .186 | .517 |
RL2E | 4.04 | 4.00 | 4 | .865 | -.609 | -.114 |
RL2R | 3.21 | 3.00 | 3 | .834 | -.171 | .767 |
RL3E | 4.10 | 4.00 | 4 | .790 | -.885 | 1,348 |
RL3R | 3.43 | 3.43 | 3 | .758 | -.045 | .120 |
RL4E | 4.11 | 4.00 | 4 | .749 | -.579 | .077 |
RL4R | 3.38 | 3.00 | 3 | .717 | -.076 | .273 |
RL5E | 4.03 | 4.00 | 4 | .785 | -.658 | .575 |
RL5R | 3.38 | 3.19 | 3 | .798 | -.184 | .335 |
RN1E | 4.13 | 4.00 | 4 | .766 | -.419 | -.656 |
RN1R | 3.33 | 3.00 | 3 | .834 | -.327 | .975 |
RN2E | 4.14 | 4.00 | 4 | .762 | -.667 | .516 |
RN2R | 3.33 | 3.00 | 3 | .790 | -.003 | .429 |
RN3E | 3.95 | 4.00 | 4 | .838 | -.544 | .044 |
RN3R | 3.00 | 3.00 | 3 | .829 | .000 | .983 |
AS1E | 3.98 | 4.00 | 4 | .845 | -.451 | -.256 |
AS1R | 3.20 | 3.00 | 3 | .717 | .208 | .835 |
AS2E | 4.05 | 4.00 | 4 | .778 | -.422 | -.374 |
AS2R | 3.35 | 3.00 | 3 | .719 | .077 | .751 |
AS3E | 4.09 | 4.00 | 4 | .728 | -.357 | -.405 |
AS3R | 3.35 | 3.00 | 3 | .778 | .032 | .289 |
AS4E | 4.11 | 4.00 | 4 | .740 | -.655 | .777 |
AS4R | 3.38 | 3.00 | 3 | .692 | .056 | .498 |
EM1E | 3.77 | 4.00 | 4 | .810 | -.280 | -.062 |
EM1R | 3.03 | 3.00 | 3 | .768 | .001 | 1,037 |
EM2E | 3.78 | 4.00 | 4 | .834 | -.367 | .148 |
EM2R | 2.97 | 3.00 | 3 | .815 | .069 | .724 |
EM3E | 3.75 | 4.00 | 4 | .792 | -.306 | .356 |
EM3R | 2.97 | 3.00 | 3 | .790 | .004 | .961 |
EM4E | 3.76 | 4.00 | 4 | .824 | -.230 | -.208 |
EM4R | 2.95 | 3.00 | 3 | .738 | .225 | 1,455 |
4.2.2. Analysis of variance of variables by grouping variables
4.2.2.1. Analysis of the influence of gender on component scores
Table 4.6. Results of variance analysis of variables according to customer gender
Tests of Between-Subjects Effects
Source Dependent Variable | Type III Sum of Squares | df | Mean Square | F | Sig. | |
Corrected Model | TAE | 1,164 | 1 | 1,164 | 1,757 | .186 |
TAR | .645 | 1 | .645 | 1,383 | .241 | |
RLE | .472 | 1 | .472 | .719 | .397 | |
RLR | .001 | 1 | .001 | .001 | .975 | |
RNE | .001 | 1 | .001 | .001 | .977 | |
RNR | .068 | 1 | .068 | .132 | .717 | |
ASE | .076 | 1 | .076 | .118 | .731 | |
ASR | .723 | 1 | .723 | 1,469 | .227 | |
EME | .094 | 1 | .094 | .136 | .712 | |
EMR | .106 | 1 | .106 | .180 | .672 | |
With a significance level of 5%, it can be concluded that the component scores are not affected by customer gender (Sig > 0.05). With detailed variables in the components, there are only 2 variables, TA3E, which is "The physical facilities in service activities are very attractive" with a significance level of 0.038 < 0.05, meaning that male customers have different expectations about the physical facilities of the service than female customers (Appendix 5).
4.2.2.2. Analysis of variance of variables by age group
Table 4.7. Results of variance analysis of variables by customer age group
Tests of Between-Subjects Effects
Type III Sum of Squares | Df | Mean Square | F | Sig. | |
EM2E | 9,644 dollars | 4 | 2,411 | 3,624 | .007 |
EM1E | 8,696 as | 4 | 2,174 | 3,453 | .009 |
EM3R | 8.102 axes | 4 | 2,026 | 3,378 | .010 |
TAE | 8.511 a | 4 | 2,128 | 3.333 | .011 |
TA3R | 5,339 hours | 4 | 1,335 | 2,761 | .029 |
EME | 7.065 aq | 4 | 1,766 | 2,638 | .035 |
TA4R | 5,044 j | 4 | 1,261 | 2,558 | .040 |
AS4R | 4,697 apps | 4 | 1,174 | 2,520 | .042 |
EM3E | 5.962 watts | 4 | 1,491 | 2,433 | .048 |
Only 9 variables in the table above have differences in scores between age groups (Sig
<0.05) (Appendix 6).
4.2.2.3. Variance analysis of variables according to customer position
Table 4.8. Results of variance analysis of variables according to customer status
Source
Type III Sum of Squares | df | Mean Square | F | Sig. | ||
Corrected | TAE | 10,086 a | 2 | 5,043 | 8,060 | .000 |
Model | TAR | 4.129 b | 2 | 2,065 | 4,557 | .011 |
TA1E | 7,477 c | 2 | 3,738 | 6,596 | .002 | |
TA1R | 4,600 d | 2 | 2,300 | 4,600 | .011 | |
TA2E | 8.057 e | 2 | 4,028 | 7,267 | .001 | |
TA2R | 4.281 f | 2 | 2.141 | 4.129 | .017 | |
TA3E | 4,061 g | 2 | 2,031 | 4,695 | .010 | |
TA3R | 1,618 hours | 2 | .809 | 1,632 | .198 | |
TA4E | 5.067 i | 2 | 2,533 | 3,853 | .023 | |
TA4R | 5,587 j | 2 | 2,794 | 5,747 | .004 | |
TA5E | 6,333k | 2 | 3.166 | 5,424 | .005 | |
TA5R | 2,572 l | 2 | 1,286 | 2,061 | .130 | |
RLE | 4,325 m | 2 | 2,162 | 3.365 | .036 | |
RLR | 1,120 n | 2 | .560 | 1,038 | .356 | |
RL1E | 5.157 degrees | 2 | 2,578 | 4,498 | .012 | |
RL1R | 3,092p | 2 | 1,546 | 2,677 | .071 | |
RL2E | 6,033 q | 2 | 3.016 | 4,147 | .017 | |
RL2R | 1,879 r | 2 | .940 | 1,354 | .260 | |
RL3E | 3.686 s | 2 | 1,843 | 3.002 | .052 | |
RL3R | .320 t | 2 | .160 | .276 | .759 | |
RL4E | 3,361 u | 2 | 1,681 | 3,050 | .049 | |
RL4R | 2.208v | 2 | 1.104 | 2,166 | .117 | |
RL5E | 8,141w | 2 | 4,070 | 6,955 | .001 | |
RL5R | 1.298 x | 2 | .649 | 1,018 | .363 | |
RNE | 3,584 y | 2 | 1,792 | 2,693 | .070 | |
RNR | 2,620 z | 2 | 1,310 | 2,565 | .079 |