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Measuring the level of satisfaction of individual customers with ATM card services at Vietnam Joint Stock Commercial Bank for Investment and Development, Tay Nam Branch - 1

TAY DO UNIVERSITY

FACULTY OF ACCOUNTING - FINANCE AND BANKING


GRADUATION THESIS IN BANKING AND FINANCE


MEASURING THE LEVEL OF SATISFACTION OF INDIVIDUAL CUSTOMERS WITH ATM CARD SERVICES AT THE BANK FOR INVESTMENT AND DEVELOPMENT OF VIETNAM

SOUTHWEST BRANCH


Supervisor: MSc. VO NGOC HAI

Student: HUYNH TRA MY Student ID: 13D340201050

CLASS: DHTCNH8

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Measuring the level of satisfaction of individual customers with ATM card services at Vietnam Joint Stock Commercial Bank for Investment and Development, Tay Nam Branch - 1


Can Tho, 2017


ACKNOWLEDGEMENTS

During my four years at Tay Do University, I have studied in a professional learning environment, where my teachers have always created the most favorable conditions for me to develop my strengths and minimize my weaknesses. I would like to sincerely thank my teachers at Tay Do University, especially the teachers of the Faculty of Accounting - Finance and Banking, who have wholeheartedly imparted professional and social knowledge to prepare me for my future work.

Through the internship at Vietnam Joint Stock Commercial Bank for Investment and Development - Tay Nam branch, I have learned more about reality as well as applied the knowledge I have learned into the internship process. Besides, I have experienced the professional and dynamic working environment of the Bank. I would like to express my sincere thanks to all the staff at Tay Nam branch for their enthusiastic guidance, help and creating favorable conditions for me to complete the internship at the Bank.

In particular, I would like to sincerely thank Mr. Vo Ngoc Hai for his dedicated guidance in completing this graduation thesis.

Due to limited knowledge, mistakes are inevitable. We look forward to receiving comments and help from instructors and teachers of the Accounting Department.

- Banking Finance and colleagues working at Vietnam Joint Stock Commercial Bank for Investment and Development - Southwest branch to complete the thesis.

Finally, I wish the teachers, the school's Board of Directors and everyone at the Southwest branch good health and success in life.

Thanks a lot!

Can Tho, date...month...year... Student made


HUYNH TRA MY



COMMITMENT

I hereby certify that this is my own research work, the data and research results presented in the thesis are honest, have been used with permission from the co-authors and have never been published in any other research work.

Student practice


HUYNH TRA MY


SUMMARY

Currently, ATM card services have been widely used in Vietnam and will continue to develop strongly in the future. Domestic banks are currently competing with each other every day in ATM card services, so they have pushed the development speed rapidly. BIDV has recognized the benefits early and participated in card business activities from the first days in Vietnam, especially always focusing on product quality, researching convenient applications to help customers use more convenient and modern to meet customer satisfaction when using cards. To do the above, banks must understand the level of customer satisfaction because that is the basis for providing solutions to improve the quality of ATM card services for the Bank. Therefore, the topic: "Measuring the level of satisfaction of individual customers with ATM card services at Vietnam Joint Stock Commercial Bank for Investment and Development, Tay Nam Branch" aims to contribute to assessing the quality of ATM card services of the Bank.

The objective of the study is to analyze the card issuance and business situation of BIDV Bank, Tay Nam Branch in the period of 2014 - 2016, measure the satisfaction level and factors affecting the satisfaction level of customers with ATM card services at BIDV Bank, Tay Nam Branch and propose solutions to improve the quality of ATM card services at BIDV Bank, Tay Nam Branch. The study implements the following main methods: absolute and relative comparison method; using SPSS tools, descriptive statistics method, Cronbach's Alpha reliability test, EFA exploratory factor analysis, multiple linear regression model analysis, ANOVA variance analysis; essay method after collecting data and analyzing to propose solutions to improve the satisfaction level of customers using ATM card services.

Through the analysis process, this study shows that customer satisfaction is affected by the factors of benefits received, tangible means, assurance and cost. In which, assurance is the factor that has the greatest influence on customer satisfaction. Through the survey of 150 customers using ATM card services at BIDV Tay Nam Branch, we can see that the number of customers satisfied with ATM card services is 80% and the rate of customers who will definitely recommend this service to everyone is also quite high at 58.7%. This proves that customers appreciate and feel satisfied with the quality of ATM card services provided by BIDV Tay Nam Branch.


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INDEX

CHAPTER 1. INTRODUCTION 1

1.1. Reasons for choosing topic 1

1.2. Research objective 2

1.2.1. General objective 2

1.2.2. Specific objectives 2

1.3. Research method 2

1.3.1. Data collection method 2

1.3.1.1. Secondary data 2

1.3.1.2. Primary data 2

1.3.2. Data analysis method 3

1.4. Scope and objects of research 6

1.4.1. Research subjects 6

1.4.2. Spatial scope 6

1.4.3. Time scope 6

1.5. Meaning of topic 6

1.6. Thesis structure 7

CHAPTER 2. THEORETICAL BASIS 8

2.1. Overview of ATM card 8

2.2. Service Overview 8

2.2.1. Service concept 8

2.2.2. Characteristics of service 9

2.3. Concept of service quality 10

2.4. Factors affecting the quality of ATM card services 13

2.4.1. Internal factors 13

2.4.2. External factors 14

2.5. Overview of customer satisfaction 19

2.5.1. The concept of customer satisfaction 19

2.5.2. Why satisfy customers 20

2.5.3. Objectives of measuring customer satisfaction 21

2.5.4. The relationship between service quality and customer satisfaction 21

2.5.5. The relationship between service quality and customer satisfaction 22

2.6. Customer satisfaction index and customer satisfaction index model 26

2.6.1. Origin of customer satisfaction index 26

2.6.2. Objectives of using customer satisfaction index 26

2.6.3. Some models of satisfaction index (CSI) 27

2.7. Proposed research model of topic 29

2.8. Document review 32

CHAPTER 3. MEASURING CUSTOMER SATISFACTION LEVEL WITH ATM CARD SERVICES AT THE JOINT STOCK COMMERCIAL BANK FOR INVESTMENT AND DEVELOPMENT, TAY NAM BRANCH 34

3.1. Overview of Joint Stock Commercial Bank for Investment and Development of Vietnam (BIDV) Southwest Branch 34

3.1.1. History of formation and development 34

3.1.2. Main business operations 34

3.1.3. Organizational structure and functions of departments 34

3.1.3.1. Organizational structure chart 35

3.1.3.2. Functions and duties of departments 35

3.2. Overview of business performance of Joint Stock Commercial Bank for Investment and Development, Southwest Branch 43

3.3. Current status of card services at Joint Stock Commercial Bank for Investment and Development, Southwest Branch 47

3.3.1. Results of ATM card service business activities 47

3.3.1.1. Number of newly issued and circulating ATM cards 47

3.3.1.2.Sales generated on ATM card account 48

3.3.1.3.Income from ATM card service business 50

3.3.1.4.Process and procedures for issuing ATM cards at Joint Stock Commercial Bank for Investment and Development, Southwest Branch 52

3.3.1.5. Number of ATMs and POS machines over the years of Vietnam Joint Stock Commercial Bank for Investment and Development 53

3.4. Measuring customer satisfaction with ATM card service quality of Joint Stock Commercial Bank for Investment and Development, Southwest Branch 53

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