Survey questions about quality
amount of DVPTD
at BIDV Tien Giang
Totally disagree | Disagree | Normal | Agree | Totally agree | ||||||
Number of votes | % | Number of votes | % | Number of votes | % | Number of votes | % | Number of votes | % | |
Response | ||||||||||
Question 18 | 17 | 6.91 | 164 | 66.67 | 6 | 2.44 | 38 | 15.45 | 21 | 8.54 |
Question 19 | 7 | 2.85 | 26 | 10.57 | 6 | 2.44 | 165 | 67.07 | 42 | 17.07 |
Question 20 | 17 | 6.91 | 152 | 61.79 | 7 | 2.85 | 43 | 17.48 | 27 | 10.98 |
Sentence 21 | 15 | 6.1 | 137 | 55.7 | 6 | 2.44 | 59 | 23.98 | 29 | 11.79 |
Sentence 22 | 26 | 10.57 | 165 | 67.07 | 5 | 2.03 | 31 | 12.6 | 19 | 7.72 |
Sentence 23 | 38 | 15.45 | 143 | 58.13 | 5 | 2.03 | 37 | 15.04 | 23 | 9.35 |
Question 24 | 21 | 8.54 | 166 | 64.23 | 5 | 2.03 | 43 | 17.48 | 11 | 7.72 |
Empathy | ||||||||||
Question 25 | 197 | 80.08 | 29 | 11.79 | 2 | 0.81 | 14 | 5.69 | 4 | 1.63 |
Question 26 | 25 | 10.16 | 46 | 18.7 | 4 | 1.63 | 158 | 64.23 | 13 | 5.28 |
Sentence 27 | 0 | 0 | 7 | 2.85 | 3 | 1.22 | 175 | 71.14 | 61 | 24.8 |
Sentence 28 | 12 | 4.88 | 39 | 15.85 | 4 | 1.63 | 172 | 69.92 | 19 | 7.72 |
Satisfaction level | ||||||||||
Question 29 | 23 | 9.35 | 58 | 23.58 | 4 | 1.63 | 148 | 60.16 | 13 | 5.28 |
Question 30 | 0 | 0 | 0 | 0 | 3 | 1.22 | 24 | 9.76 | 219 | 89.02 |
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Source: Author's survey results.
Analysis :
From Table 2.13 and Appendix 2.7, it can be seen that customers highly appreciate the components of "Service capacity" and "reliability" of BIDV Tien Giang and do not highly appreciate the components of "tangible means", "responsiveness" and "empathy". However, through the assessment of customer satisfaction in the last 2 survey questions, most customers are still satisfied with the quality of BIDV Tien Giang's services but not high. In addition, most customers believe in the further development of BIDV Tien Giang's services in the future. This is a good sign, showing that although some customers are not very satisfied with BIDV Tien Giang, their trust in BIDV Tien Giang still exists. Thereby,
BIDV Tien Giang needs to consider which factors customers do not appreciate and record their comments (Appendix 2.7) to have timely solutions and continuously improve service quality towards the satisfaction of the majority of customers using BIDV Tien Giang's services. Specifically (Appendix 2.7):
- Regarding tangible means: The author finds that BIDV Tien Giang needs to pay special attention to the issue of transaction office network as well as ATM system and customer parking. In addition, BIDV Tien Giang needs to maintain the politeness and neatness of the staff as well as convenient transaction time as it is now, while further promoting the facilities and more modern equipment to improve customers' evaluation of BIDV Tien Giang.
- Regarding service capacity , it is found that customers almost "agree" on this component, even the capital source and management system factors are rated by customers at the level of "completely agree". This shows that BIDV Tien Giang has the capacity to serve customers well, however, BIDV Tien Giang needs to further promote the factors that customers do not completely agree with in order to serve customers in the best way.
- Regarding trust , through the survey results, customers rated the quality of BIDV Tien Giang's service quality at the level of "agreement" for the factors. This shows that BIDV Tien Giang needs to maintain and further promote the above "trust" factors, while paying attention to the factors that affect customers' transaction choices and taking new steps to improve customers' trust, becoming the first choice of customers.
- Regarding responsiveness , most customers "disagree" with the factors showing the responsiveness of BIDV Tien Giang, except for the hotline factor. This shows that BIDV Tien Giang needs to urgently review and take measures to limit and promptly overcome the factors that customers "disagree" with. Because even though the bank has good service capacity and high reliability, but the bank's responsiveness is still poor, after a period of use, customers will decide to choose another bank that better meets their needs.
- Regarding empathy , customers “agree” with the remaining factors of “empathy” in addition to the assessment of “completely disagree” about marketing, advertising, and information.
BIDV Tien Giang's promotions are still not many and not effective. This is an urgent signal, requiring BIDV Tien Giang to quickly change advertising methods, strengthen communication activities to existing customers and customers who do not have a need to use the service. In addition, BIDV Tien Giang needs to maintain and further promote the factors that customers have "agreed" so that in the near future, customers will "completely agree" on the above factors.
2.4. Assessment of the current status of non-credit service development at BIDV Tien Giang:
2.4.1. Results achieved:
BIDV Tien Giang has abundant financial resources, a young workforce that can easily adapt to the integration environment, adequate facilities and operates on a modern technology platform, along with constantly improving its reputation and long-standing brand, affirming the position of BIDV Tien Giang in Tien Giang province. The number of customers transacting with the Branch is increasing, and service income accounts for a high market share in the area. BIDV Tien Giang's service income has increased over the years, in which: guarantee services, trade finance, payment services, card services are developing and dominant services of BIDV Tien Giang and in the near future.
Regarding service quality, BIDV Tien Giang has demonstrated its ability to serve customers well and the trust of customers when using the service. At the same time, BIDV Tien Giang has shown its sympathy for customers such as: regularly caring about customers' needs, sincerely solving problems when customers need help, caring and helping customers personally. In general, customers are satisfied with the quality of credit services and believe in the further development of BIDV Tien Giang's non-credit services.
2.4.2. Some limitations and causes:
In addition to the achieved results, BIDV Tien Giang needs to pay attention to the remaining limitations. Specifically, through the comments of customers in Appendix 2.7: the author found that customers are only relatively satisfied with the quality of non-credit services provided by BIDV Tien Giang, with the satisfaction rate at the "agree" level and accounting for only 60.16%.
This requires BIDV Tien Giang to quickly overcome the limitations that make customers dissatisfied in order to increase customer satisfaction, only then can the branch's service delivery service develop and compete with other banks in the same area. The following are some limitations and causes that BIDV Tien Giang needs to overcome:
+ Tangible means:
* Head office and transaction office:
- The limited area of the headquarters does not really impress customers compared to other bank headquarters in the same area such as: Agribank, Vietcombank, Vietinbank, Dong A Bank. This is also the reason why the customer parking area is too small, there is no solid roof to protect the customer's car in the sun and rain, there is no place to park cars so cars are parked on the roadside affecting traffic.
- BIDV Tien Giang is the second largest state-owned commercial bank in the area, but the number of operating transaction offices is still very limited compared to other commercial banks in the province [Appendix 2.8] and compared to some other provinces in the West, BIDV Tien Giang has the 4th largest number of transaction offices after: BIDV Kien Giang, BIDV Can Tho and BIDV An Giang [Appendix 2.10]. At the time when MHB Tien Giang had not merged into the BIDV system, the BIDV Tien Giang network was almost absent in the districts and towns in the province, with only 2 transaction offices located in My Tho City. Up to now, BIDV Tien Giang has received 2 more transaction offices from Cho Gao district and Go Cong Tay district from the merged MHB Tien Giang, but compared to Agribank Tien Giang, BIDV Tien Giang's transaction offices still have many limitations. The fact that the network is not widespread is also reflected through the survey and the author has summarized some comments from customers as follows:
+ Transaction offices are still few and not present in districts and towns such as: Chau Thanh, Tan Phuoc, Cai Be, Go Cong Dong, Tan Phu Dong, Cai Lay.
+ Customers can only conveniently transact with BIDV Tien Giang in My Tho City. When customers travel to districts and towns in the province, they mostly have to use the services of Agribank Tien Giang because the network is not widespread.
+ For some rural customers randomly asked by the author about BIDV Tien Giang, customers still cannot clearly distinguish between the BIDV brand and other bank brands.
* ATM and POS network
- The ATM system is not distributed reasonably and widely to districts, towns and cities in the province, only concentrated in My Tho City and Chau Thanh District [Appendix 2.9]. The reason is that My Tho City is a large economic center, with many businesses and most of the customers concentrated in the province. Chau Thanh District is the district with many workers working in Tan Huong Industrial Park. It is realized that these two places are the best choices to help the Branch distribute ATMs to operate effectively. From here, it also shows the reason why BIDV Tien Giang has not distributed ATMs to the districts. In addition, the initial investment cost for an ATM is very large, approximately 500 million VND/machine, the operating, maintenance and depreciation costs of an ATM are approximately 15 million VND/month. The amount of cash deposited and maintained in the ATM is an amount that cannot generate profit, about 600-800 million VND/day [3]. With these costs, it can be said that this is a burden for the Branch. If the Branch distributes ATMs widely to the districts, it will bring convenience and comfort to customers, but for the Branch, it is not beneficial and even causes losses for the Branch. Therefore, the Branch needs to consider expanding the distribution channel to overcome the above difficulties. In addition to the lack of widespread ATM system, customers also commented on the quality of the Branch's ATMs through the survey such as: ATMs are not widely available in districts and towns, causing inconvenience to customers when they need to withdraw money or have to pay higher fees when withdrawing at ATMs in other systems; some ATMs cannot withdraw money when there is a power outage, making customers feel like they are wasting time; sometimes the ATMs swallow the card; the Branch needs to replace or repair old ATMs with worn buttons; the quality of money withdrawn from ATMs is not high, sometimes the money is torn. From the above comments of customers, the Branch needs to take note and take measures to improve the quality of ATMs.
- The number of POS machines is still very limited. The reason is that the Branch has only recently started focusing on developing payment via POS machines, due to the habit of customers preferring to use and pay cash. In addition, the installation of POS machines is free, but the card accepting units will periodically have to pay a fee to BIDV. This has not stimulated the increase in the number of POS machines recently.
+ Response:
* Human resources
- Recently, BIDV Tien Giang has a shortage of human resources, leading to slow transaction times. Although the Branch has a team of young employees, professional employees with university degrees or higher, dynamic and enthusiastic in their work, due to the increasing workload and the increasing number of customers transacting, in addition, a number of leaders and staff of BIDV Tien Giang were transferred to support BIDV My Tho in the consolidation period after the merger. In addition, through the survey process, it was found that the Branch needs to improve and further enhance the quality of human resources, because the majority of customers only rate human resources at the "agree" level, while the rate is still limited. The Branch needs to have more measures to improve because the quality of human resources has a significant impact on the quality of the Branch's customer service.
* Ability to provide non-credit services:
- Although e-banking services have contributed to overcoming the difficulties of BIDV Tien Giang's limited network and have partly met the needs of customers in the area. However, BIDV Tien Giang still cannot meet the needs of customers anytime and anywhere because it cannot replace the transaction office and ATM, because some needs cannot be done through e-banking services, such as withdrawing and depositing money. In addition, some errors occurred, although not many, such as FPT network errors, update errors, lack of power storage in ATMs, all of which caused inconvenience to customers.
- The forms and procedures for transactions with banks are not simple and convenient. The evidence is that there are some comments from customers such as: the letters on the forms are small and difficult to read, the procedures are sometimes cumbersome and time-consuming. Due to the need for convenience, customers always want the transaction procedures with banks to be as short as possible.
- Although BIDV Tien Giang regularly bases on the total benefits of customers to adjust the most reasonable transaction fees to increase competitiveness with competitors in the area. However, some customers still want the Branch to adjust the fees more reasonably. This requires BIDV Tien Giang to review its fee schedules.
+ Empathy:
* Communication, marketing, advertising, promotion:
Is one of the important methods to inform customers about the diversity and richness of products and services as well as to show the Bank's concern for customers in order to retain old customers and attract potential customers. Some of the main forms of advertising and marketing of BIDV Tien Giang today are: advertising and marketing on mass media (Ap Bac newspaper, Investment and Development magazine, Tuoi Tre newspaper, television station); giving BIDV newspapers to large customers; calling corporate customers to request appointments; sending product and service greeting letters via email to corporate customers, salary paying units, and loyal customers; registering product and service introduction booths at local fairs and exhibitions; cycling to promote products and services, etc. However, BIDV Tien Giang still does not have an official channel to advertise and market its products and services. Due to ineffective marketing, promotional programs have not had much effect. Any product created needs users, and so does the banking service. No matter how diverse the products and services are, how attractive the promotional programs are, if the information does not reach customers, it cannot attract as many customers as desired. BIDV Tien Giang's promotional programs often come with binding conditions when using the products and services, and the bank only informs large customers and customers who are in need of using them, but does not widely inform all customers. This shows that BIDV Tien Giang
It is necessary to be urgent in marketing and advertising products and services to customers with the goal of not only introducing products and services when customers have a need but also widely communicating to customers who do not have a need because they can introduce BIDV Tien Giang products and services to many people around them to use.
+ BIDV Tien Giang's non-credit services have not developed evenly.
- Payment services are potential services suitable for the Project to promote non-cash payments, however, in the period 2011-2015, payment service income has grown but is not outstanding compared to other banks.
- Treasury services have tended to decrease recently because service fees are often very low or even exempted to attract customers to use other services. In addition, through the survey, it was found that branches need to check the quality of money when receiving funds from ATMs to avoid torn money, difficult to use, affecting customer needs.
- Card services are potential services and all banks have realized the benefits of developing card services, so all banks want to participate and dominate the market. In the past, BIDV Tien Giang has strived to develop card services, but the cumulative number of ATM cards up to 2015 is still smaller than that of Agribank, Vietinbank and Dong A in the province. Because the quality of card services greatly affects the ATM system, this problem is still a problem that the Branch needs to overcome. Therefore, the Branch needs to have effective solutions to contribute to the Branch's card services to dominate the market share in the area.
- Foreign exchange and derivatives trading services have volatile income, this is a service that contains many risks, due to market factors and exchange rate differences.
- Electronic banking services have not really been fully utilized, due to the initial investment cost of the service plus the low level and demand of customers in Tien Giang, most of whom are still hesitant to use modern technology.