Qualitative Questionnaire Appendix 1: Qualitative Interview Form

PART 3: CONCLUSION AND RECOMMENDATIONS

3.1 Conclusion

The topic has systematized and supplemented the theoretical and practical basis of banking services, service quality in general and especially the quality of savings deposit services for individual customers. The topic has also clearly analyzed the business performance of Dong A Bank Thua Thien Hue in the period of 2013 - 2015. Through the process of studying documents and qualitative research at Dong A Bank, I have proposed and used the SERVPERF model and the research scale on individual customers' evaluation of savings deposit services at Dong A Bank Thua Thien Hue including 5 factors: Tangible means, Service capacity, Reliability, Responsiveness and Empathy with 26 observed variables. The application of the SERVPERF model in the topic is important and the results are quite consistent with the research objectives that I have set out. The 5 factors in the original model are consistent with the quality characteristics of the savings deposit service that I am researching. However, due to the specificity of the savings deposit service as a service related to personal assets, I have added 2 more variables in the factor "Responsiveness" including: Interest rate and Promotion program after the qualitative research process at DAB. This is different from previous studies that also used the SERVPERF model, and the level of influence of the independent variables on the dependent variable is also different from previous topics. Through the investigation process, I found that the use of the SERVPERF model in topics related to service quality in general and TGTKCN service quality, besides the advantage of providing suitable factors and being a good basis for research, has not yet measured the general expectations of customers to compare with their feelings after using that service like the SERVQUAL model, however.

However, within the scope of my research, the results of the SERVPERF model also reflected the respondents' perceptions of the quality of TGTKCN services as the goal I initially set.

The quantitative research results with 150 samples after EFA analysis removed 4 variables, leaving 22 observed variables with 5 groups of factors remaining the same as before. After conducting regression on the research sample, it showed that there were 5 independent factors affecting the dependent factor "General assessment of customers on quality of savings deposit services" in decreasing order of influence as follows: Tangible means, Service capacity, Responsiveness, Trust and Empathy. Through the investigation on the collected sample, it showed that customers rated the quality of savings deposit services at Dong A Bank as good (with Mean = 4.1533, i.e. above the level of "Agree"), but still did not reach the highest level of satisfaction (corresponding to the level of "Strongly agree"). For the 5 independent factors affecting quality of savings deposit services at DAB, the level of customer assessment in decreasing order is: Service capacity; Responsiveness; Trust; Empathy and Tangibles. According to qualitative variables, the survey sample was divided into different groups but there was no difference in customer evaluation between age groups, occupations and incomes. Through analyzing the level of influence of factors, analyzing customer evaluations for each statement, the topic proposed solutions to improve the quality of TGTK services for individual customers in particular and the quality of services at Dong A Bank Thua Thien Hue in general, including groups of solutions to improve "Service capacity", "Responsiveness", "Trust", "Tangibles", "Empathy", "Building a team of employees", "Customer care policy", "Overcoming the waiting mentality of customers" and some recommendations for other related subjects.

Currently, in Thua Thien Hue province, there are many commercial banks operating, so the competition to gain market share is very fierce, and with Dong A Commercial Joint Stock Bank having just gone through a difficult period, it has affected the market.

affecting the brand and reputation of the Bank. Therefore, to regain the trust of customers and develop further, Dong A Bank Hue Branch must constantly improve the quality of banking services, including the quality of savings deposit services. Besides, it is also necessary to increasingly improve the system of products, services and customer care policies to best satisfy the needs of customers. Thereby, it will help improve business efficiency, create competitive advantages with other banks, help Dong A Bank have a solid position in Thua Thien Hue province, contributing to the development of the province.

3.2 Recommendations

3.2.1 For Dong A Commercial Joint Stock Bank Vietnam

The production and business results of the period 2013-2015 show that this is a difficult period for Dong A Bank due to the consequences of the event of being specially controlled by the State Bank, which affected the reputation of DAV's brand. However, the steady increase in business profits shows that DAB has gradually stabilized and recovered, regaining trust and reputation of the DAB brand. Through the process of research and analysis, I would like to make some recommendations as follows:

- Strengthen the role of internal control inspection with branches as well as at the bank's headquarters. This activity needs to take place more frequently, comprehensively and accurately to detect and promptly handle risks, consolidate, build and promote the prestigious Bank brand, and regain customer trust due to the impact after the 2015 event.

- Timely deploy and provide specific guidance on the implementation of documents, regulations and directives of the State Bank on banking activities in general and capital mobilization activities in particular, creating conditions for banks to always operate within the legal framework and ensure high quality.

- Closely follow the orientation and socio-economic development goals of the Party and State to have development plans, goals and strategies suitable for Dong A Bank Vietnam.

- Expand propaganda activities and promote the image of Dong A Bank through sponsoring provincial programs, cultural-social programs, sports, charity programs, etc. so that the bank's brand and products are widely promoted domestically and internationally.

- Send many young, capable cadres to study knowledge and experience abroad, especially in countries with advanced technology such as Japan, the US, Switzerland, etc. to improve management skills and professional expertise, thereby drawing experiences and applying them to our country's practice.

- Implement centralized interest rate management at Head Office and Branches flexibly within the prescribed time.

3.2.2 For Dong A Commercial Joint Stock Bank Hue Branch

During more than 16 years of establishment and development, DongA Bank Hue Branch has achieved encouraging results, the image of DongA Bank (DAB) has gradually appeared in the minds of Hue people. However, in order to improve its position, build a brand in the minds of customers, and expand the market share of DongA Commercial Joint Stock Bank in Thua Thien Hue, I would like to propose the following recommendations:

- The wider the transaction network of a bank, the more competitive and expandable the market, but currently the DAB distribution system in Hue is not highly appreciated by customers, not creating convenience for customers, so Dong A Bank needs to research to arrange more transaction offices with both quantity and quality to serve customers better. Transaction offices must be arranged in convenient locations but avoid being too close to each other, which inadvertently leads to internal competition and inefficiency.

- The factor related to staff is highly appreciated by customers and this is the factor that has the greatest impact on the quality of service at DAB in general and especially DVTGTKCN, therefore, DAB needs to continue to encourage and create conditions for staff to improve their qualifications such as: regularly opening courses to improve professional skills, customer care... especially need to improve

Foreign language skills to communicate well with international customers.

- Due to the impact of the event being specially controlled by the State Bank, a part of customers are still afraid of risks, especially the characteristic of consumers in Hue is very afraid of risks, so DAB should further promote marketing activities associated with communication about all aspects of operations, products and services, all mechanisms, policies and events, activities of the Bank so that customers can clearly understand. In addition, the Bank also needs to train staff in the field of marketing to be able to conduct comprehensive market research to provide an overview of the market as well as customers, thereby having a reasonable business strategy with high efficiency.

- Realizing that the website system of DAB in Hue has not been invested much, information is less updated compared to the websites of other banks such as: Vietcombank, Sacombank, Asia Commercial Bank, Viettinbank, therefore DAB needs to upgrade the information system on the official website of Dong A Commercial Joint Stock Bank - Hue Branch because currently this website does not have much information and is not fully updated.

- From the results of the investigation of the reasons why customers use DVTGTK at DAB, it shows that a large proportion of the reason is because customers are using the Bank's card services. This is an opportunity and basis for DAB to continue to cooperate and sign contracts with companies, businesses and organizations to pay salaries via ATM cards of Dong A Bank, develop cooperative relationships with other banks in providing services to customers to bring customers the most benefits, this also reduces competitors in the market. In order to take advantage of capital and increase card transaction activities to combine with good service quality, it will attract a segment of customers who will also use TGTKCN services.

- The regression results show that the service capacity and working style of the staff, especially the equipment and infrastructure, greatly affect the customer's perception. Therefore, DAB needs to monitor and rearrange the space in the transaction counter as well as build strict working regulations and rules, and build a standard in the process of communicating with customers for the staff.

- Training good human resources is difficult, but maintaining the loyalty of the staff is even more difficult. Therefore, to maintain the loyalty of employees, DAB needs to introduce reasonable remuneration policies for employees at all levels to help them be more loyal to the bank. On holidays, it is also necessary to organize sports, cultural and artistic activities, and group activities to strengthen the spirit of solidarity in the company, helping members to bond and work more effectively.

3.3 Limitations of the topic

Firstly, due to the limitations of the investigator, the topic only conducted quantitative research with 150 samples for convenience, so the representativeness and ability to generalize to the whole may not be high.

Second, the research has not yet reached customers who have deposited savings at DAB but have now stopped trading, so there is no information about their perception of service quality or the reasons why they stopped trading.

REFERENCES

Vietnamese

[1] Nguyen Huy Phong, Pham Ngoc Thuy, SERVQUAL or SERVPERF – A comparative study in the Vietnamese retail supermarket industry (2007), Ho Chi Minh City National University Publishing House, Volume 10, No. 8

[2] Nguyen Thanh Long , Using SERVPERF scale to evaluate the quality of university training at AG University (April 2006), Scientific research topic

[3] Research on factors affecting service quality (2012), Proceedings of the 8th Scientific Research Student Conference, Danang University.

[4] Le Ngoc Liem (2015), Lecture on Quality Management

[5] Law on Credit Institutions (2010), 12th National Assembly

[6] To Ngoc Hung (2015) , Bank credit growth in 2015 and

Issues for 2016 , Banking Magazine .

[7] Phan Thi Kim Tuyen (2012), Research on factors affecting the quality of Internet services of Thua Thien Hue telecommunications company , Science Journal, Hue University, vol. 72B, no. 3.

[8] Nguyen Van Tuyen (2013), Factors creating customers' perceived value of hotel service quality (case of Asia Hotel in Da Lat city) , Journal of Social Sciences, No. 6(178)

[9] Trinh Thi Ha, Yersin University, Dalat (2014), The impact of service quality and personal value on customer loyalty to 4-5 star hotels in Dalat , Science and Education Newsletter, No. 28

[10] Duong Dac Quang Hao - Hue University of Economics (2016), Textbook

SPSS Basics

[11] Vo Thi Hong Dieu (2012), Sacombank quality assessment, Graduation thesis, Hue University of Economics.

[12] Hoang Trong, Chu Nguyen Mong Ngoc (2008), Research data analysis with SPSS (Volume 1), Statistical Publishing House.

[13] Luu Van Nghiem (2001), Marketing in service business, Statistical Publishing House.

[14] Pham Quang Thai (2007), Evaluation of Banking Service Quality

East Asia , Research Topic

[15] Phan Chi Anh, Nguyen Thu Ha, Nguyen Hue Minh (2013), Research on service quality assessment models , VNU Journal of Science, Economics and Business, Vol. 29, No. 1 (11-22)

English

[1] Cronin, J Joseph, Jr; Taylor, Steven A, Measuring Service Quality: A Reexamination and Extension, Jul 1992;56,3; ABI/INFORM Global page 55

[2] Ngoc Liem & Yushi INABA (2015), Measuring Service Quality in the Hospitality Industry: A Case Study in Hue City, Vietnam, The Journal of Social Science, pp.5-35.

[3] EuroMed , Key determinants of service quality in retail banking , Journal of Business, Vol.5, No.1, pp. 85-100.

[4] Bank service quality: comparing Canadian and Tunisian customer perceptions , International Journal of Bank Marketing, Vol.29, No. 3, pp. 224- 246.

[5] Yuksel and RimmingtonA( 1998), SERVQUAL to HOLSAT: holiday satisfaction in Varadero, Cuba , Tourism Management

[6] The importance of service quality in bank selection for mortgage loans , Managing Service Quality , Vol.16, No. 4, pp. 365-379.

[7] Quester & Romaniuk,(1997), Service quality in the Australian advertising industry: A methodological study, Journal of Services Marketing 11(3):180-192, June 1997.

[8] Lee & Feick (2001), The impact of switching costs on the customer satisfaction ‐ loyalty link: mobile phone service in France , Journal of Services Marketing

Websites:

[1] http://dongabank.com.vn/.

[2] https://vi.wikipedia.org

[3] https://www.sbv.gov.vn/

[4] https://voer.edu.vn/

[5] http://www.brandsvietnam.com/

[6] cafebiz.vn

APPENDIX 1: QUALITATIVE QUESTIONNAIRE APPENDIX 1: QUALITATIVE INTERVIEW FORM

Topic: Evaluation of savings deposit service quality for individual customers at Dong A Bank - Hue Branch

PART 1: FOR EMPLOYEES

Based on your work experience, I hope you can share your opinions and comments on the following issues:

Question 1: What factors (issues) do customers usually care about when making a savings deposit ? And what selection criteria do customers care about most?

Question 2: What factor is often the motivation for customers to decide to save at Dong A Bank instead of other banks?

Question 3: What are customers' feedback and common wishes about the quality of the bank's savings deposit services?

Question 4: Which factor has the strongest influence on customer satisfaction with the quality of personal savings deposit services at Dong A Hue Bank?

Question 5: Which deposit term and deposit form account for the highest proportion in savings deposit services?

Question 6: Besides the factors mentioned above, do you have any comments on some of the factors affecting the quality of TGTK services that I have listed below?

Element

Notes/ feedback/ comments
TANGIBLE FACILITIES
Staff uniforms are neat and polite
Facilities and equipment at the bank serve customers well.

Maybe you are interested!

Element

Notes/ feedback/ comments
Arrangement of transaction counters and tables is reasonable and convenient
Convenient bank location
RESPONSE LEVEL
Bank staff provide complete, accurate and timely information.
Simple and quick savings deposit procedure
Bank staff proactively consult ready help customers in all situations
Reasonable interest rate
Customer complaints are always resolved satisfactorily.
Bank staff always serve customers attentively during the time. peak
Attractive promotion policy
TRUST
Bank Provide service at the committed time
The bank performs its operations accurately and without error.
The bank ensures confidentiality of QK's transactions and personal information.
The bank builds trust and peace of mind for customers.
SERVICE CAPACITY
Bank staff are polite, respectful and friendly to customers.

Element

Notes/ feedback/ comments
NH staff have sufficient knowledge and professional capacity Subject to advise and answer customer questions
Bank staff make customers feel safe in transactions
Staff always treat all customers fairly.
EMPATHY
Staff always listen
Attention to each customer's needs
NV cares about QK's personal interests
NV cares about QK's specific problems and gives enthusiastic advice.

PART 2: FOR CUSTOMERS

Question 1: Please tell us why you chose Dong A Bank - Hue Branch to deposit your savings? Which reason is the most important? Before deciding to deposit your savings at Dong A Bank, what issues/factors did you care about?

Suggest:

- Safety level, reputation of Dong A Bank brand

- Staff: Staff attitude, professional qualifications

- Interest rates compared to other banks, promotional programs apply

- Bank location, service equipment, facilities

Question 2: When deciding to deposit money at Dong A Bank - Hue Branch, what issue do you feel is most important?

After the above factors, which factor are you interested in next? List.

Question 3: What aspects of the quality of savings deposit services at Dong A Bank do customers evaluate?