- Assurance: Is a factor that creates trust and confidence of customers in the Bank's services. This is shown through: professional knowledge of staff, working style, professional service, peace of mind when using banking services.
- Empathy: It is the best possible care and attention to customers. In other words, customers feel like "guests" anytime, anywhere. The human factor is considered a core part that helps build the image and success of the Bank.
- Tangible means: This is the element that represents the image of the Bank from the moment customers approach and use the services here, from the facilities, the service demeanor of the staff to the information system. Bank contact information. These are all things that customers can feel and evaluate directly with their eyes and senses.
Table 2.1: Relationship between the original 1985 model and the SERVQUAL 1988 adjusted model
Original model 1985
SERVQUAL 1988 model | |
- Trust | - Reliability (REL) |
- Response | - Responsiveness (RES) |
- Service capacity - Trust - Polite - Safe | - Assurance (ASS) |
- Approach - Information - Knowledge | - Empathy (EMP) |
- Tangible means | - Tangible means (TAN) |
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Source: Results compiled by the author (2016)
2.5. Likert scale
- This is a scale with two levels of agreement and disagreement, allowing the surveyor to segment customer feelings from low to high, helping us to detect the level of customer satisfaction. Using a 5-point Likert scale is especially useful when the issue or survey question is sensitive or difficult to master.
2.6. The role of assessing customer satisfaction
- With the operating motto of National Citizen Commercial Joint Stock Bank (NCB) aiming to become "The best retail bank", to gradually implement the operating criteria based on the idea of bringing the best satisfaction to customers. Customer service is a must-have job at each branch and transaction office of National Citizen Commercial Joint Stock Bank.
- When customers are satisfied with the service they receive right from the first transaction, they will have a very high tendency to return to continue using, they will feel good and introduce the product to everyone. products at the bank. From what customers feel, referrals from friends and relatives who have used them before will create a good effect for the bank when there is an additional source of new potential customers, retain loyal customers, and enhance reputation. brand credit.
CHAPTER 3: RESEARCH METHODS
3.1. Research data
3.1.1. Collect secondary data:
- Secondary data when conducting this project is data collected from the consolidated financial statements from 2012 to 2015 that have been listed on the official website of NCB and posted on the website finance.vietstock. VN.
- Secondary data sources give an overview of the capital mobilization activities of National Citizen Commercial Joint Stock Bank (NCB) in general as well as the mobilization of deposits from the population.
- Secondary data sources are collected from the following main sources: Bank business performance reports, financial statements notes, information published for websites - financial articles.
3.1.2. Collect primary data:
- Primary data collection is carried out through surveying customers currently using deposit services at NCB Bank in the form of surveys such as: face-to-face survey, by phone.
3.1.2.1. Steps to conduct the survey:
- Step 1: Build a survey questionnaire
+ The construction of a survey questionnaire related to the issue of customer satisfaction with deposit services at National Citizen Commercial Joint Stock Bank. The survey questions are clear, easy to understand, and show the level of customer satisfaction.
- Step 2: Determine the research sample
- Step 3: Conduct customer survey
- Step 4: Compile surveys from customers
- Step 5: Use SPSS 16 software to process customer data
3.1.2.2. Surveyed subjects:
- Survey customers who are using deposit services at National Citizen Commercial Joint Stock Bank (NCB) by direct survey and by phone.
- Survey deposit services at National Citizen Commercial Joint Stock Bank are mainly term deposits.
3.1.2.3. Research implementation process
Conduct a survey according to the developed questionnaire (Collect primary data)
Complete chapters 1, 2, 3
Diagram 3.1: Research implementation process diagram
Identify and describe the research problem.
Theoretical basis, research model for the topic, model design
Write chapters 1, 2, 3
Develop a questionnaire for the study and select a measurement scale | |
Processing and analyzing data leaking research issues
Write and complete chapter 4
Complete the report and write chapter 5
Source: Results compiled by the author (2016)
3.2. Research model
- This study was conducted based on the SERVQUAL model of Parasuraman (1988) with 5 variable components to measure the level of customer satisfaction with deposit services at the Bank.
- To evaluate the level of customer satisfaction with deposit services at National Citizen Commercial Joint Stock Bank (NCB) in this research problem includes the following variables:
Figure 3.2: Variables in the research model
Reliability (REL)
Responsiveness (RES)
Customer satisfaction with deposit services at National Citizen Commercial Joint Stock Bank
Assurance (ASS)
Empathy (EMP)
Tangible media (TAN)
Source: Results compiled by the author (2016)
3.3. Data processing method
3.3.1. Variables and variable encoding
Table 3.1: Table of variable definitions and variable coding
No
Variable | Variable interpretation | |
RELIABILITY (X1) | ||
1 | REL1 | Good Bank reputation |
2 | REL2 | Customer transactions are performed quickly and accurate |
3 | REL3 | Account issuance procedures are quick and simple |
4 | REL4 | The bank fulfilled its commitments |
RESPONSE (X2) | ||
5 | RES1 | Diverse and rich deposit products |
6 | RES2 | Fast customer account information system quickly and promptly |
7 | RES3 | On time with customers |
8 | RES4 | Enthusiastic clear advice to customers |
9 | RES5 | Quickly handle deposit account problems |
GUARANTEE (X3) | ||
10 | ASS1 | Professional knowledge of staff is good |
11 | ASS2 | Professional working demeanor |
12 | ASS3 | Proactively solve problems for customers |
13 | ASS4 | Feel secure when using services at the Bank |
EMPATHY (X4) | ||
14 | EMP1 | Staff are friendly and welcoming to guests |
15 | EMP2 | Attentive and dedicated service |
16 | EMP3 | Understand customer needs and offer deposit products fit |
TANGIBLE MEDIA (X5) | ||
17 | TAN1 | Convenient transaction location |
18 | TAN2 | Modern and airy transaction space |
19 | TAN3 | Staff attire is polite and elegant |
Source: Results compiled by the author (2016)
3.3.2. Descriptive statistics
- Descriptive statistics method is used to describe the basic characteristics of the research problem. Through descriptive statistics of the collected data, we can determine the influence of different customer groups in terms of: gender, age, time of service use, psychology of using deposit services and Access to banks, etc. From there, it is possible to localize which customers the Bank needs to reach more, and offer improved service policies to increase the ability to mobilize capital.
3.3.3. Cronbach's Alpha test
- This is the step to test the reliability of the variables, considering the variables that have reliability in the measurement scale of this research. Through this step, we can eliminate observed variables that are not highly reliable.
- “Nunnally (1978), Peterson (1994) and Slater (1995) agree that when Cronbach's Alpha is from 0.8 to nearly 1 is a good scale, from 0.7 to 0.8 is a usable scale, and the total variable correlation coefficient must be 0.3 or higher” (excerpt from the book Analyzing Research Data with SPSS, volume 2, page 24, 2008, Hoang Trong and Chu Nguyen Mong Ngoc.)
- In short, Cronbach's Alpha coefficient is a quantity used to measure the reliability of factors and based on that we can eliminate factors that do not ensure reliability in the survey. Testing the reliability to evaluate the quality of the scale according to Associate Professor, Dr. Dinh Phi Ho must satisfy the following two conditions:
+ The overall Cronbach's Alpha coefficient must be greater than 0.6
+ The correlation coefficient between the variable and the total of the observed variables (Corected Item-Total Correlation) is greater than 0.3.
3.3.4. Correlation analysis:
- Test the linear correlation between variables in the model: between the dependent variable and each independent variable and between the independent variables. Use the Pearson correlation coefficient to quantify the tightness of the linear relationship between two quantitative variables: the closer the absolute value of the Pearson coefficient is to 1, the closer these two variables have a linear correlation. (Hoang Trong & Chu Nguyen Mong Ngoc, 2005).
3.3.5. Regression equation:
- Regression analysis will help us determine the relationship between the dependent variable in the article "Customer satisfaction" and the independent variables that we observe through questionnaire surveys.
- Before performing regression equation analysis, there must be a calculation of factors representing the independent variables REL, RES, ASS, EMP, TAN which are X1, X2, X3, X4, X5 respectively. Then use the Enter analysis method (putting variables in one turn), with a significance level of 5% (95% confidence).
- To check whether the regression equation is reliable or not, in this article I check through 3 steps as follows:
+ Test the regression coefficient of the factors representing the variables, this coefficient is shown in the Coeficients table. Pay attention to Sig <0.05, then it can be concluded that the correlation is statistically significant between the variables. independent variable with dependent variable.
+ Testing the model's suitability is shown through the Model Summary table based on the adjusted R2 coefficient ( Adjusted R Square) and ANOVA analysis of variance, ensuring significance when the confidence level is at least 95%. ie Sig
<0.05 is considered a suitable model.
3.3.6. One-way ANOVA test:
- One-way ANOVA with a 95% significance level. In this study, using One-way ANOVA analysis can help consider the dependent variable "Customer satisfaction" Is it affected by different customer groups in terms of age, gender, time of use, etc.?
- Besides, analyzing the variance of one factor of qualitative variables such as time using the service and number of banks that the customer has had transactions with for each independent variable: Reliability, Assurance, Responsiveness Responsiveness, Empathy, Tangible means with representative factors X1, X2, X3, X4, X5 will help us see the influence of independent variables on qualitative variables by hypothesizing.