4. Service capacity (Com)
Service Capacity (Com) | Source | |
Com1: Staff handles business correctly, quickly and effectively. Staff with good professional knowledge. | Employees handle transactions correctly, quickly and efficiently at the bank. | Tran Thi Thanh Thuy (2018) and Zureikat, KK (2017) |
Com2: Bank staff have sufficient knowledge and professional capacity to advise and answer customer questions. Staff have a professional working style. career | Bank staff have the knowledge and expertise to advise and answer customer questions. | Hoang Thi Ngoc Hue (2018) and Muslim Amin and Zaidi Isa (2018) |
Com3: Bank staff are always polite, attentive and friendly to customers. Staff provide complete and easy-to-understand instructions on procedures. | Bank staff are always polite, attentive and friendly to customers. | Nguyen Thi Hong Yen (2015) and Jaime Torres Fragoso and Ignacio Luna Espinoza (2017) |
Com4: The bank secures customer information well. Employees are capable of applying technology. finance. | Bank staff always keep customer information confidential and have good professional ethics. | Aldlaigan & Buttle (2002) and Nguyen Thi Nga (2014) |
5. Tangible means (Tan) | Tangibles (Tan) | Source |
Tan1: The bank has a spacious headquarters, convenient for customers. Modern headquarters and transaction offices. | The bank has a spacious headquarters, convenient for customers to come and do transactions. | Pham Thuy Giang (2012) and Hari PE and Bhavani PT (2015) |
Tan2: The bank has modern equipment and machinery. Modern working equipment and means. | The bank has a system of modern equipment and machinery. | Le Ngoc Nuong, Ha Thi Hoa (2020) and Tsoukatos, E., and Evmorfia M. (2010) |
Tan3: Documents, forms, and vouchers used in Bank transactions are designed simply and clearly. Arrangement of departments and transaction sections neat and convenient | Documents, forms and vouchers used in banking transactions are designed to be simple, clear and easy to follow. | To Thien Hien and Vo Thi Hong Nhung (2020); Rakesh, R. (2012) |
Tan4: Bank staff have a very professional manner and dress neatly and politely when communicating with customers. Documents and manuals are abundant, containing a lot of valuable information. | Bank staff have a very professional demeanor and dress neatly and politely when communicating with customers. | Mobin Ahmed et al. (2017); Cheserek, LK, Kimwolo, AK, & Cherop, F. (2015) Pham Thuy Giang (2012) |
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6. Crisis (Cri)
Crisis (Cri) | Source | |
Cri1: The Covid-19 epidemic has also changed customers' perceptions when using banking services. | Customers have changed their behavior when using banking services. | Baker, S., Bloom, N., Davis, S., & Terry, S. (2020) |
Cri2: The Covid-19 epidemic has also changing technology usage behavior | Customers have used e-banking services more | Landier, A., & Thesmar, D. (2020) |
Cri3: The Covid-19 pandemic has created many difficulties and challenges for banks. | The bank constantly develops diverse products and services by applying technology. high technology | Guerrieri, V., Lorenzoni, G., Straub, L., & Wening, I. (2020) |
7. Technology (Tec) | Technology (Tec) | Source |
Tec1: Industrial Revolution 4.0 has a profound impact on banking services | Customers can be completely assured of the bank's confidentiality, safety and network security. | Aldlaigan, AH, and Francis AB (2019); expert |
Tec2: Bank changes team in digital banking products and services meet customer needs | Customers are completely satisfied with the new products/services. when applying technology | Prayukvong, W. and Sophon J. (2017); expert |
Tec3: Banks invest in infrastructure, modern technology systems | Customers are completely satisfied with the bank's modern infrastructure and technology system. row | Ngu, FN, Ogbechie, C. and Ojah, K. (2019); expert |
Tec4: Bank has management system Risk management in digital banking | Customers can rest assured. when using online services at banks | Islam, N., and M. Borak A. (2011) |
Tec5: Banks apply big data in risk management system for digital banking activities | Customers are satisfied with the bank's products and can accumulate Compatible with many ancillary products and services | Baker, S., Bloom, N., Davis, S., & Terry, S. (2020) |
8. Management capacity (Man) | Management capacity (Man) | Source |
Man1: Banks always have policies books to attract high quality human resources | Customers are satisfied with the source quality human resources of the bank when performing transactions | Al-Daibat, BF & Irtaimeh, H. (2012); expert |
Man2: The bank always has a policy of training and developing its staff. | Customers are satisfied with the professional staff including in terms of skills and specialized knowledge | Aldlaigan, AH, and Francis AB (2019); expert |
Man3: The bank always has a policy of maintaining resources. | Customers always receive the best attention and service from bank staff in the 4.0 era. | Tsoukatos, E., and Evmorfia M. (2010) |
Man4: The bank always focuses on the knowledge, skills and attitudes of its staff. | Customers feel satisfied with knowledge, skills and attitude of staff and employees when in direct contact or by telephone | Yaseen, S., and El Qirem, I. (2018); expert |
9. Commercial banking services (CBS)
Commercial Banking Services (CBS) | Source | |
CBS1: Crisis factors affect banking services | The crisis factor completely affects banking services. | Cheserek, L.K., Kimwolo, A.K., & Cherop, F. (2015) |
CBS2: Technology Factors Influence to banking services | The technology factor is completely photogenic. affect banking services | Hilda Ghaleb M. (2018) |
CBS3: Management capacity factors affecting banking services | The factor of management capacity completely affects banking services. | Igaz, A.T., & Ali, A. (2013) |
10. Banking service quality (BSQ) | Quality of banking services (BSQ) | Source |
BSQ1: Overall, how do you rate the quality of service at the bank? | In general, do you appreciate the quality of service at the bank? | Islam, N., and M. Borak A. (2011); expert |
BSQ2: Would you recommend banking services to your friends and relatives? | Will you recommend banking services to your friends and relatives in the future? | Lau, MM, Cheung, R., Lam, AYC, & Chu, Y.T. (2013) |
BSQ3: Will you continue to use banking services | You will continue to use the Banking of the Future | Talib, F., & Rahman, Z. (2012); expert |
BSQ4: Overall, how do you rate the banking services? | Overall, how do you rate the banking services? | Aneesh A., Dileeplal J., & A.M. (2014) |
(Source: Author's synthesis)
3.2.2 Group discussion results
Group discussion was conducted after designing the original scale. The author conducted a group discussion with 30 managers (Appendix 01 and 02), in which the author presented his original scale design to survey the opinions of these 30 managers. Then, the author built the scale through the opinions of 30 managers plus the theoretical basis presented in Chapter 2. The results through the study of 30 managers showed that the questions identified in the original scale were not eliminated and those factors were really clear. The results of the final group discussion showed that there were 10 factors (of which 8 factors were independent variables, 02 factors were dependent variables and a total of 39 questions) affecting the quality of commercial banking services in 5 major cities including Can Tho, Ho Chi Minh City, Da Nang, Hai Phong and Hanoi.
Through in-depth interviews, all 30 managers unanimously agreed with the following additional and revised contents (See Appendix 01 for details):
Reliability: shows that the results of the 30 managers' opinions agreed with the above questions and also agreed with the original scale content, there was no increase or decrease in the number of questions. However, small details related to the reliability scale were added.
in a scale adjusted to suit commercial banks in 5 major cities including Can Tho, Ho Chi Minh City, Da Nang, Hai Phong and Hanoi.
Empathy: shows that the results of the 30 managers' opinions agreed with the above questions and also agreed with the original scale content, there was no increase or decrease in the number of questions. The author also corrected some spelling errors. However, small details related to empathy were added in the adjusted scale to suit commercial banks in 5 major cities including Can Tho, Ho Chi Minh City, Da Nang, Hai Phong and Hanoi.
Responsiveness: shows the results of the 30 managers who agreed with the above questions and also agreed with the original scale content, without any increase or decrease in the number of questions. The author also corrected some typos. However, minor details related to responsiveness were added in the adjusted scale accordingly.
Service capacity: shows the results of recording the opinions of 30 managers who agreed with the above questions and also agreed with the content of the original scale, there was no increase or decrease in the number of questions. However, small details related to service capacity were added in the adjusted scale accordingly.
Tangibles: shows the results of recording the opinions of 30 managers who agreed with the above questions and also agreed with the content of the original scale, there was no increase or decrease in the number of questions. However, small details related to tangibles were added in the adjusted scale accordingly.
Crisis factor: shows the results of recording the opinions of 30 managers who agreed with the above questions and also agreed with the content of the original scale, there was no increase or decrease in the number of questions. However, small details related to the crisis factor were added in the adjusted scale accordingly.
Technology factor: shows that the results of the 30 managers' opinions agreed with the above questions and also agreed with the original scale content, there was no increase or decrease in the number of questions. However, small details related to the technology factor were added to the adjusted scale accordingly.
Management capacity factor: shows the results of recording the opinions of 30 managers who agreed with the above questions and also agreed with the content of the original scale, there was no increase or decrease in the number of questions. However, small details related to the management capacity factor were added in the adjusted scale accordingly.
3.2.3 Questionnaire design
Questionnaire design is a very important task in research. The purpose is to collect data from the survey and to serve as a scientific theoretical basis or evidence to prove the hypothesis or issues raised by the research. The purpose of this questionnaire design is to collect data, opinions, and measure factors affecting the quality of commercial banking services in 5 major cities including Can Tho, Ho Chi Minh City, Da Nang, Hai Phong and Hanoi.
This study was conducted at commercial banks in 5 major cities including Can Tho, Ho Chi Minh City, Da Nang, Hai Phong and Hanoi from December 2019 to December 2020. The main method of information collection was to send questionnaires to 500 customers using services at commercial banks in 5 major cities including Can Tho, Ho Chi Minh City, Da Nang, Hai Phong and Hanoi according to the prepared questionnaire. This is the official investigation phase. From the collected information and data, the accuracy and reliability of the scale (Cronbach's Alpha) were determined, exploratory factor analysis (EFA), confirmatory factor analysis, linear structural model testing and testing the suitability of the research model were conducted... All of these data were processed using SPSS 20.0 and Amos software. The total number of banks is 10 banks listed in Appendix 04.
Questionnaire design: Questionnaire is the most popular survey tool, used to collect information from many customers and questionnaire can be combined with many different techniques. The number of questions depends on the research content and the number of questions. That is because the questionnaire is built on psychological principles and these principles are the foundation for customer behavior. After conducting group discussions, the factors affecting the quality of commercial banking services in 5 major cities including Can Tho, Ho Chi Minh, Da Nang, Hai Phong and Hanoi were identified. And through in-depth interviews, all 30 managers above agreed with the content. The author reused the old model suitable for the research paper with additional scales. The results of the scale of factors affecting the quality of commercial banking services in 5 major cities including Can Tho, Ho Chi Minh, Da Nang, Hai Phong and Hanoi. The content of the questionnaire consists of two main parts: (1) Survey of the impact level of factors on the quality of commercial banking services in 5 major cities including Can Tho, Ho Chi Minh City, Da Nang, Hai Phong and Hanoi with 32 questions for 8 independent variables and
Seven questions corresponding to 2 dependent variables. Thus, there are 39 questions in total. (2) Personal information of the interviewee such as: Gender, marital status, age, monthly income and current occupation.
All questions in the factor components use a 5-level Liker scale with corresponding levels: Level 1 is completely disagree, level 2 is disagree, level 3 is neutral, level 4 is agree and level 5 is completely agree. The result of this stage is the official questionnaire used for official research. In the research, the author has referred to domestic and foreign studies. These are research articles that are consistent with the author's research. Expression and coding of the scale: Identified eight factors affecting the quality of commercial banking services in five major cities including Can Tho, Ho Chi Minh, Da Nang, Hai Phong and Hanoi, including: (1) Reliability (Rel), (2) Empathy (Emp), (3) Responsiveness (Res), (4) Service capacity (Com), (5) Tangible means (Tan), (6) crisis factors (Cri), (7) technology factors (Tec), (8) management capacity (Man). And two factors representing the quality of banking services: (1) commercial banking services (CBS) and (2) banking service quality (BSQ).
3.2.4 Results of scale verification through preliminary quantification
Interviews were conducted with each group, the author was the one who directly managed the group discussions, with the assistance of a secretary to record fully and in detail all the developments and contents of the interviews. Then they were analyzed, classified and synthesized into groups with overlapping opinions, thereby completing the existing scales according to theory, or forming new scales. Focus group interviews gave very meaningful results for the thesis research. The author carried out the preliminary quantitative research process in the following steps:
Step 1: The author studies the theoretical concepts of variables and the expressions of variables to form a scale, based on existing studies.
Step 2: Form a Vietnamese questionnaire based on the variable measurement scale of previous researchers that has been adjusted and supplemented, with advice from language experts.
Step 3: Conduct preliminary qualitative research (focus group interviews) to supplement and adjust variables and scales to form the "Adjusted Scale".
Step 4: Conduct secondary data collection, conduct preliminary quantitative research with a sample size of n = 500 customers using services of branches of commercial banks in 5 major cities including Can Tho, Ho Chi Minh City, Da Nang,
Hai Phong and Hanoi to evaluate the scale through Cronbach's Alpha coefficient and EFA analysis for the first time. EFA exploratory factor analysis was conducted through preliminary qualitative research with a sample size of n = 500 customers but 465 valid questionnaires, random sampling method, convenient and simple sampling technique. The testing criteria when analyzing EFA were presented in step 4 of the research process.
3.2.4.1 Reliability scale test results (Rel)
Table 3.3 : Cronbach's Alpha of reliability factor (Rel)
Symbol
Average scale if variable type | Scale variance if variable type | Total variable correlation | Cronbach's Alpha if excluded variable | |
Rel1 | 9.2654 | 7,855 | 0.916 | 0.941 |
Rel2 | 9.2824 | 7,949 | 0.859 | 0.958 |
Rel3 | 9.2327 | 8,079 | 0.886 | 0.950 |
Rel4 | 9.2353 | 7,790 | 0.934 | 0.935 |
Cronbach's Alpha = 0.959 | ||||
(Source: Author's investigation and SPSS processing) Table 3.3 shows that for the factor "Reliability (Rel)" the Cronbach's Alpha coefficient is
0.959 and all variables are greater than 0.6. The above results are very good so they are acceptable. So the author did not eliminate any variables in the reliability factor (Rel) because the scale coefficient was above the allowable level.
3.2.4.2 Empathy scale test results (Emp)
Table 3.4 : Cronbach's Alpha of the empathy factor (Emp)
Symbol
Medium scale if variable type | Variance scale if variable type | Total variable correlation | Cronbach's Alpha if variable type | |
Emp1 | 7.2458 | 3.201 | 0.700 | 0.845 |
Emp2 | 7.1438 | 2,966 | 0.795 | 0.807 |
Emp3 | 7.1974 | 3,292 | 0.657 | 0.861 |
Emp4 | 7.1386 | 2,939 | 0.752 | 0.825 |
Cronbach's Alpha = 0.871 | ||||
(Source: Author's investigation and SPSS processing) Table 3.4 shows that for the factor "Empathy (Emp)" the Cronbach's Alpha coefficient is
0.871 and all variables are greater than 0.6. The above result is very good so we accept it. So the author did not eliminate any variables in the empathy factor (Emp). Empathy often shows the work of consulting, supporting and taking care of customers. The bank has established and built a customer information database to specifically classify each customer group to have a suitable working method for each customer group. Regularly organize customer opinion surveys through many different forms such as to get opinions and through direct chat, survey forms, and website reviews.
3.2.4.3 Results of testing the response level scale (Res)
Table 3.5 : Cronbach's Alpha of the responsiveness factor (Res)
Symbol
Scale mean if variable excluded | Scale variance if variable is excluded | Total variable correlation | Cronbach's Alpha if variable is excluded | |
Res1 | 9.2000 | 7,851 | 0.952 | 0.940 |
Res2 | 9.2209 | 8,086 | 0.869 | 0.964 |
Res3 | 9.1869 | 8,205 | 0.884 | 0.960 |
Res4 | 9.2039 | 7,807 | 0.937 | 0.944 |
Cronbach's Alpha = 0.964 | ||||
(Source: Author's research and SPSS processing)
Table 3.5 shows that for the factor "Responsiveness (Res)" the Cronbach's Alpha coefficient is 0.964 and all variables are greater than 0.6. The above result is very good so we accept it. So the author did not eliminate any variables in the factor of responsiveness (Res). Responsiveness shows the ability to solve problems quickly, meeting customer requirements, specifically: The content of the forms is simple and easy to understand; the time to process documents is fast; the transaction time at the bank is fast and safe.
3.2.4.4 Service capacity scale test results (Com)
Table 3.6 : Cronbach's Alpha of service capacity factor (Com)
Symbol
Scale mean if variable excluded | Scale variance if variable is excluded | Total variable correlation | Cronbach's Alpha if variable is excluded | |
COM1 | 9.1948 | 7,474 | 0.901 | 0.929 |
COM2 | 9.1804 | 7,588 | 0.858 | 0.942 |
COM3 | 9.1438 | 7,780 | 0.866 | 0.940 |
COM4 | 9.1595 | 7,456 | 0.898 | 0.930 |
Cronbach's Alpha = 0.951 | ||||
(Source: Author's investigation and SPSS processing) Table 3.6 shows that for the factor "Service capacity (Com)" the Cronbach's coefficient is
Alpha is 0.951 and all variables are greater than 0.6. The above result is very good so we accept it. So the author did not eliminate any variable in the service capacity factor (Com) because the scale coefficient is above the allowable level. In addition, service capacity is the capacity and is measured by 4 observed variables from Com1 to Com4 used to measure the capacity and qualifications of the staff and the reputation of the bank. It is shown through whether the staff has a firm grasp of knowledge about products and services, effective communication and working skills, solves work quickly, and makes few mistakes during the operation or not.