How Long Have You Been Saving Money at a Commercial Bank?

Education level: ………………………………………………………………….. Work unit:……………………………………………………………………. Address:……………………………………………………………………………...

PART II – CONTENT

Based on experience and practical connections, with the statements below (the author sends respondents draft scale 1), please carefully study and give your opinions on the following issues:

Is such an approach to bank brand loyalty appropriate for the service industry? Are there similar studies on bank brand loyalty?

Is it reasonable to list the factors that influence the loyalty of individual customers to the bank brand? Has any scholar studied these factors? Are the factors included in the analysis suitable for the Vietnamese market? Are there any other factors that need to be considered?

1.2. Focus group interviews

1.2.1. Participants

As analyzed above, the focus group participants included 10 people, all of whom were individual customers with experience in regularly depositing personal savings for 5 years or more, with in-depth knowledge of personal savings products of commercial banks and having experience depositing savings at 2 or more banks. The customers were direct depositors, had savings accounts under their own names and resided in Hanoi.

List of customers participating in focus group interviews

STT

Full name	Year old	Sex	Time used for personal savings deposit product
1	Nguyen Thi Loan	53	Female	10 years
2	Vu Xuan Hoi	56	Male	8 years
3	Le Duc Viet	40	Male	5 years
4	Nguyen Ngoc Huong	33	Female	5 years
5	Vu Thi Minh Toan	36	Female	6 years
6	Nguyen Thi Anh Tuyet	34	Female	5 years
7	Bui Thi Luong	62	Female	9 years
8	Dao Ngoc The	65	Male	10 years
9	Pham Hong Tien	30	Male	5 years
10	Duong Hong Trang	45	Female	7 years

Maybe you are interested!

1.2.2. Content

PART I – INTRODUCTION

Hello everyone!

I am Dao Cam Thuy - PhD student at National Economics University with the topic " Some factors affecting the loyalty to the bank brand of individual customers depositing savings" .

First of all, I would like to thank you and hope that you will spend some of your time and experience to advise me on statements related to the scale of the topic. Your comments will support me in completing, supplementing and providing draft scale 2 for research purposes.

Please note that there is no right or wrong point of view, all of your points of view have practical significance in the research to improve the loyalty of individual customers depositing savings at Commercial Banks in Vietnam.

PART II – CONTENT

Based on experience and practical connections, with the following statements (The author sent draft scale 1 which was adjusted after the results of the expert interview), please carefully study and give your opinions on the following issues:

- Do you understand the following statements?

- Are there any statements that you find confusing, misleading, or contradictory?

- Are there any statements that should be removed? Why?

- Are there any statements that need to be added? Why?

Bank brand loyalty

- Choosing bank X's products is the right choice.

- I like bank X's products.

- Most of the people important to me use bank X products.

- My family members all like bank product X.

- My friends think I should choose bank X.

- I will recommend bank X to others.

- I will continue to use the services of bank X.

- I plan to use other products and services of bank X.

- I like bank X more than other banks.

- Bank X is my first choice for saving money.

- Other comments (Please specify)……………………………………………………

Service quality (Including physical facilities, people, processes and overall service quality that the bank provides)

- Attention-grabbing facilities

- Documents and forms to attract attention

- Bank X employees have professional appearance and demeanor.

- Automatic devices (number machines, interest rate tables, etc.), complete and updated product information boards

- Bank X maintains a clean exterior and interior

- Bank X employees carry out transactions within the prescribed time.

- Bank X staff are proactive in resolving customer problems.

- Bank X staff always provide accurate service right from the first transaction.

- Commitments to customers are fully implemented by bank X.

- Bank X staff told me exactly about the transaction time.

- Bank X staff provide service quickly.

- Bank X staff are always ready to help me.

- Bank X staff are never too busy to respond to my requests.

- Customers feel confident when transacting with bank X

- Bank X employees are always patient with customers.

- Bank X employees have enough knowledge to answer customers' questions.

- Bank X cares about each customer.

- Bank X advises and provides the most beneficial savings products for customers.

- Bank X staff understand the special needs of customers.

- Bank X has transaction times and locations suitable for customers.

- Overall, bank X has excellent service quality.

- Overall, the services provided by bank X are of high quality.

- Bank X provides products and services with very good policies, facilities and people and stable quality every day.

- Other comments (Please specify)……………………………………………………

Customer satisfaction

- Bank X always tries to anticipate and identify customer needs to satisfy customers.

- Bank X's services provide a competitive advantage due to its long-standing experience.

- Bank X regularly improves to enhance the quality of services provided.

- Bank X provides services through multiple channels to bring convenience to customers (At the counter, ATM, internet, mobile phone)

- Bank X provides high quality services with competitive interest rates/service fees

- Other comments (Please specify)……………………………………………………

Cost of switching to another bank

- Switching to another bank will cost me a lot of time, effort and money.

- Will switching to another bank affect my financial transactions?

- Switching to another bank will lose a lot of the advantages and banking benefits offered to me as a customer

- Switching to another bank will lose a lot of personal relationships with the current bank.

- Switching to a savings account at another bank will interfere with the activities of my financial account at bank X.

- Other comments (Please specify)……………………………………………………

Customer commitment to the bank is based on relationship

- I have strong loyalty to bank X employees.

- I intend to maintain a relationship with bank employee X.

- I am committed to my relationship with bank X employees.

- I am always looking for an alternative relationship to the one with bank employee X.

- Other comments (Please specify)……………………………………………………

Bank brand reputation

- The reputation of bank X is based on actual service usage.

- The reputation of bank X is based on comparing its financial potential with other banks.

- To me, bank X is a famous and highly reputable bank in the banking industry.

- According to the opinions of people who influence me, bank X is a bank with a good reputation.

- I save money at bank X because it has a better reputation than its competitors.

- The reputation of bank X makes me feel secure about my deposit.

- Other comments (Please specify)……………………………………………………

Bank performs social responsibility

- Banks maximize customer benefits

- The bank is transparent and honest in the information provided to customers.

- The bank conducts assessment and measurement of customer satisfaction.

- Banks simplify savings deposit procedures to better serve customers.

- Bank X actively contributes to social charity activities.

- Bank X has made positive contributions to educational activities.

- Bank X has made positive contributions to activities against social evils.

- Bank X has actively contributed to disaster relief activities.

- Other comments (Please specify)………………………………………………….

2. Other comments and recommendations

…………………………………………………………………………………………..

APPENDIX 02

CUSTOMER INFORMATION SURVEY FORM

District:

Coupon code:

Hello everyone!

I am Dao Cam Thuy - PhD candidate at National Economics University. I am conducting a research project on Brand Loyalty of individual customers depositing savings at Commercial Banks (CBs). I look forward to receiving your cooperation by answering the questions in this survey. I hereby commit that all your information will be kept confidential and used only for research purposes.

For any questions, you can contact me directly at: 0983868581

or email daocamthuy@gmail.com

PART A – GENERAL INFORMATION

Please mark your choice for each question below.

1. Gender

☐ Male ☐ Female

2. Age

☐ Under 22 years old ☐ From 22 to 35 years old ☐ From 36 to 45 years old

☐ 46 to 60 years old ☐ Over 60 years old

3. Education level

☐ High school ☐ College, graduate school

☐ College, secondary school ☐ Other

4. Average monthly income

☐ Under 5 million VND ☐ From 5 million to under 9 million VND

☐ From 9 million to under 15 million VND ☐ From 15 million to under 25 million VND

☐ Over 25 million VND

5. Occupation

☐ Students ☐ Civil servants ☐ Freelancers

☐ Business employee ☐ Housewife ☐ Retired

☐ Other (Please specify………………………………………………………….)

6. Marital status

☐ Single ☐ Married ☐ Divorced

7. How long have you had your savings at a commercial bank?

☐ Less than 1 year ☐ From 1 to less than 3 years

☐ From 3 to less than 5 years ☐ From 5 years or more

8. How many commercial banks have you deposited savings in in the past 24 months?

☐ 1 bank ☐ 2 banks

☐ 3 banks ☐ More than 3 banks

9. How long have you been saving for?

☐ No term ☐ Less than 1 month ☐ 1 month – 3 months

☐ 4 – 6 months ☐ 7 – 12 months ☐ Over 12 months

10. What form of savings do you use?

☐ At the counter ☐ Online

11. Besides saving money, do you use any other banking services?

☐ No

☐ Yes (Please specify…………………………………………………………….)

SECTION B – CUSTOMER COMMENTS

Bank X appearing in the comments below is the bank where you have been depositing your savings for the longest time.

Please give your opinion in the comments below with the following levels:

ranged from Strongly Disagree to Strongly Agree.

1. Please give your opinion about Bank X and Bank X's Savings Products

STT

Statements	Strongly disagree	Are not Agree	Normal	Agree	Very Agree
1	Choosing to deposit savings at bank X is the right choice.					
2	I like the savings product that the bank offers. goods X supply					
3	Most of the people important to me use bank X's savings products.					
4	My family members all love the product. savings deposit products of bank X					
5	My friends think I should choose to save money at bank X.					
6	I would recommend bank X to those other people					
7	I will continue to use the savings deposit service of bank X.					
8	I prefer to deal with bank X over other banks.					
9	I plan to use other products and services of bank X.					
10	Bank X is my first choice when deposit savings					

2. What is your opinion about the Service Quality of Bank X?

STT

Statements	Strongly disagree	Are not Agree	Normal	Agree	Very Agree
1	Bank X has facilities that attract attention.					
2	Bank X's form and document system neatly arranged and easy to understand					
3	Bank X employees have a professional appearance and demeanor.					
4	Automatic devices (number machines, interest tables) capacity…), full and updated product information table					
5	Bank X maintains a clean exterior and interior					
6	Bank X employees carry out transactions within the prescribed time.					
7	Bank X staff are proactive in resolving customer problems.					
8	Bank X employees always provide accurate service from the very first transaction.					
9	Commitments to customers are fully implemented by bank X.					
10	Bank X staff told me exactly about the transaction time.					
11	Bank X staff provide service quickly.					
12	Bank X staff are always willing to help me.					
13	Bank X staff are never too busy to respond to my requests.					
14	Customers feel confident when depositing money with bank X					
15	Bank X employees are always patient with customers.					
16	Bank X employees have enough knowledge to answer customers' questions.					
17	Bank X cares about each customer					
18	Bank X advises and provides the most beneficial savings products for customers.					
19	Bank X staff understand the needs customer special					
20	Bank X has transaction times and locations that are convenient for customers.					
21	Overall, Bank X has excellent savings service quality.					
22	Overall, the savings deposit services provided by bank X are of high quality.					

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