Quantitative Research Questionnaire Credit Card Satisfaction Survey

CONCLUDE

With increasingly fierce competition in the card market, banks always study customer needs and factors affecting customer satisfaction so that banks can develop their card services. For VietinBank, although it has achieved certain positions in the card market in general and credit cards in particular in Vietnam, with increasingly rapid development, VietinBank must constantly diversify credit cards, improve the quality of credit cards to bring customers high satisfaction and above all contribute to increasing sales, market share, profits and position of the Bank in the market.

With the research topic "Factors affecting customer satisfaction in Ho Chi Minh City area with credit cards of Vietnam Joint Stock Commercial Bank for Industry and Trade" , the objectives mentioned in the research paper are presented through descriptive statistics, reliability analysis, factor analysis, regression analysis and T-Test, Anova. The results show that the factors affecting customer satisfaction in decreasing order are as follows: equipment quality, transaction accuracy, price and service behavior quality.

Although the research model still has some limitations, the results have identified the factors affecting satisfaction and the level of impact of each factor. From there, the author also gives some recommendations to help VietinBank improve customer satisfaction in the Ho Chi Minh City area.

Maybe you are interested!

As the business environment is constantly changing, the application of research results needs to be handled flexibly and adjusted accordingly.

REFERENCES

Vietnamese Document Catalog

1. Bui Gia Tuan, 2012. Vietnam's bank card and electronic payment market .

2. Bui Quang Tien, 2013, Solutions for developing Vietnam's card market in the period 2013-2014, Research exchange . State Bank of Vietnam, May 13, 2013.

3. Department of E-commerce and Information Technology, 2012. Vietnam E-commerce Report 2012. Hanoi: Labor - Social Publishing House.

4. Hoang Trong and Chu Nguyen Mong Ngoc, 2008. Analyzing research data with SPSS . Hong Duc Publishing House.

5. Vietnam Joint Stock Commercial Bank for Industry and Trade, 2008-2012. Annual report.

<http://www.vietinbank.vn/web/home/vn/annual/index.html>. [Date of access: August 3, 2013].

6. Nguyen Dinh Tho, 2011. Scientific research methods in business . Labor and Social Publishing House.

7. Nguyen Minh Thang. Main provisions of the law on credit cards and improvement trends . Master's thesis. Hanoi National University.

English Document Catalog

1. Aldlaigan, Abdullah H. and Buttle, Francis A., 2002. SYSTRA_SQ: A new measure of bank service quality . International Journal of Service Industry Management, Vol. 13 No. 4, pp. 362-381

2. Avkiran, Necmi Kemal, 1994. Developing an Instrument to Measure Customer Service Quality in Branch Banking . International Journal of Bank Marketing, Vol. 12 No.6, pp. 10-18.

3. Cronin, Joseph J. and Taylor, Steven A., 1992. Measuring service quality: a re-examination and extension . Journal of Marketing, Vol. 56, pp. 55-68.

4. Grönroos, Christian, 1984. A service quality model and its marketing implications. European Journal of Marketing, Vol. 18, pp. 35-44

5. Hanif, Muzammil; Hafeez, Sehris and Riaz, Adnan, 2010. Factors affecting customer satisfaction. International Research Journal od Finance and Economics, Issue 60.

6. Herrmann, A.; Xia, L.; Monroe, KB and Huber. F., 2007. The Influence of Price Fairness on Consumer Satisfaction: An Empirical Test in the Context of Automobile Purchases . Journal of Product and Brand Management, Vol. 16, No. 1, pp. 49-58.

7. Kotler, Philip and Armstrong, Gary M., 2010. Principles of Marketing . 13th ed. New Jersey: Prentice Hall.

8. Kukar-Kinney, M.; Xia, L and Monroe, LB, 2007. Consumers' perceptions of the fairness of price-matching refund policies. Journal of Retailing, Vol. 83, pp. 325–337

9. Lassar, Walfried M.; Manolis, Chris and Winsor, Robert D., 2000. Service quality perspectives and satisfaction in private banking. Journal of Services Marketing, Vol. 14 No.3, pp. 244-271.

10. Parasuraman, A.; Zeithaml, Valarie A. and Berry, Leonard L., 1988. SERVQUAL: A Multiple-Item Scale For Measuring Consumer Perceptions of Service Quality . Journal of Retailing, Volume 64, pp. 12-40.

11. Pham Thi Lien and Nguyen Minh Hue, 2012. The relationship between service quality and customer satisfaction – a case of commercial banking in Vietnam. JSPS Asian CORE Program, Nagoya University and VNU University of Economics and Business.

12. Rust, Roland T. and Oliver, Richard L., 1994. Service Quality: New Directions in Theory and Practice . Sage Publications, Thousand Oaks, CA

13. Ruyter, Ko de; Bloemer, José and Peeters, Pascal, 1997. Merging service quality and service satisfaction: An empirical test of an integrative model. Journal od Economic Psychology, Vol. 18, pp. 387-406.

14. Spreng, Richard A. and Mackoy, Robert D., 1996. An Empirical Examination of a Model of Perceived Service Quality and Satisfaction. Journal of Retailing, Vol. 72, pp. 201-214.

15. Sureshchandar, Professor; Rajendran, C. and Anantharaman, RN, 2002. The relationship between service quality and customer satisfaction – a factor specific approach. Journal of Service Marketing, Vol. 16, pp. 363-379.

16. Wikipedia, 2013. Credit card, [online] Available at:

<http://en.wikipedia.org/wiki/Credit_card> [Accessed 20 June 2013].

17. Woodside, Arch G; Frey, Lisa L and Daly, Robert T, 1989. Linking Service Quality, Patient Satisfaction and Behavioral Intention . Journal of Health Care Marketing, Vol 7, pp 61-68.

18. Xia, L., Monroe, K. and Cox, J., 2004. The Price Is Unfair! A Conceptual Framework of Price Fairness Perceptions . Journal of Marketing, Vol. 68, pp. 1- 15.

19. Zeithaml, Valarie A. and Bitner, Mary Jo, 2000. Services Marketing: Integrating Customer Focus Across the Firm . Irwin McGraw-Hill.

Reference Websites:

1. State Bank of Vietnam: http://www.sbv.gov.vn

2. Vietnam Joint Stock Commercial Bank for Industry and Trade: http://www.vietinbank.com.vn

3. Banking Times: http://www.thoibaonganhang.vn

APPENDIX 01: QUALITATIVE INTERVIEW OUTLINE

First, in the process of using VietinBank credit card, what factors affect your satisfaction?

How do you rate your satisfaction with VietinBank credit card?

Do you understand the following statements? If not, why? Would you like to change or add to the statements to make them clearer and easier to understand?

1. Quality of service system:

- Bank staff always listen to customers' opinions.

- The bank always answers customer questions promptly.

- Modern banking facilities

- Customers have easy access to bank credit cards

- Bank staff always provide full information about credit cards.

- The bank provides credit card services as committed.

- The bank's credit card services are tailored to customer needs.

- Customer problems are always resolved flexibly by the bank.

- Banks regularly update new information about credit cards for customers.

2. Service quality

Service behavior quality represents the assessment of how employees perform the service. The quality of the service system is measured by the following scales:

- Bank staff are polite to customers

- Bank staff are ready to answer customer questions

- Bank staff are always polite and friendly when dealing with customers.

- Bank staff always have a positive attitude when dealing with customers.

3. Equipment quality

- Widely distributed ATM system, card payment acceptance machines (POS machines)

- Bank ATMs and POS machines always work well

- Customer support center via phone, email... works well 24/7

- The bank's online credit card lookup system always operates stably.

4. Accurate Transactions

- The bank makes credit card issuance right the first time.

- Banks perform credit card transactions accurately, with few errors.

- Credit card fees and interest rates are always calculated exactly as announced by the bank.

- Credit card always works stably every time the customer uses it.

- Bank credit cards have high security

5. Bank image

Bank image is the general perception of customers about the bank, this factor is measured by the following scales:

- Vietinbank is a large-scale bank in Vietnam.

- Vietinbank is a reputable bank.

- Vietinbank has a good marketing strategy for credit card products.

- Vietinbank is a familiar bank to everyone.

- Vietinbank always has activities to contribute to society.

6. Price

- Bank credit card fees are very competitive

- Credit card interest rates are in line with the market

- Other reasonable credit card fees

- The bank cooperates with many product and service providers to provide discounts to customers when making payments.

Thank you very much for your cooperation.

APPENDIX 02: QUESTIONNAIRE FOR QUANTITATIVE RESEARCH SURVEY ON CUSTOMER SATISFACTION WITH CREDIT CARDS

VIETNAM JOINT STOCK COMMERCIAL BANK FOR INDUSTRY AND TRADE

Hello, I am Huynh Kim Phung, currently a student at Ho Chi Minh City University of Economics. I am currently conducting a research project on "Factors affecting customer satisfaction in Ho Chi Minh City with credit cards of Vietnam Joint Stock Commercial Bank for Industry and Trade" . I hope to receive your support by answering the questions in the survey. I commit that the information presented in the research results will only be in statistical form and will not specifically name any individual or business. Your objective response will contribute to the success of this research project and help improve the quality of service for credit cards of Vietnam Joint Stock Commercial Bank for Industry and Trade. Thank you very much for your cooperation.

PART I: INTRODUCTION

Q1. Are you using a credit card of Vietnam Joint Stock Commercial Bank for Industry and Trade (Vietinbank)?

 1. In use

 2. Not used yet

If you are using Vietinbank credit card, please continue to answer the questions below. If you have not used Vietinbank credit card, you can not answer the questions below, I really appreciate your support.

Q2. How long have you used Vietinbank credit card:

 1. Under 01 year

 2. From 01 to under 2 years

 3. Over 02 years

Q.3 Besides Vietinbank credit card, have you used/are you using credit cards from other banks?

 1. Yes  2. No

PART II. Below are statements related to your feelings about Vietinbank credit cards. Please give your assessment of the statements below. For each statement, please mark an X on one of the numbers from 1 to 5; according to the convention, the larger the number, the more you agree.

1: Strongly disagree; 2: Disagree; 3: Neutral; 4: Agree; 5: Strongly agree

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