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Solution to Improve Customer Satisfaction Using ATM Cards at VCB Long An - Branch No. 1


Besides, it also enhances customer trust to compete with other banks in today's era.

In addition, the ANOVA test also shows that this research model has no comparison with other banks, there is no difference between different customer groups, all hypotheses H 0 are accepted.


CHAPTER 4 SUMMARY

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This chapter provides an overview of banking and conducts an analysis of observed variables.

Regarding descriptive statistics: The results show that customer satisfaction with the card is not high, most factors are below 4. To further enhance its image, the bank needs to try to improve the quality of its services to gain customer satisfaction.

Solution to Improve Customer Satisfaction Using ATM Cards at VCB Long An - Branch No. 1

Regarding the scales: The results of the scale testing show that the scales all meet the allowable reliability and value. In terms of research, this study contributes to affirming the statements, depending on each research field. Another meaning is that different service industries have different characteristics, so some scales should be changed to suit the research of each industry. In addition, this study also aims to advise VCB Bank to further improve the quality of card services to increase customer satisfaction.

Regarding the research model: from the 5 initial research components, through analysis and testing, there are 4 components that have an impact on customer satisfaction: tangible means, responsiveness, empathy, reliability, in which empathy is the factor that has the strongest impact on customer satisfaction, and this factor is related to employees in the bank. This also implies that, to improve service quality, it is necessary to focus on the bank's resources, along with improving other factors starting from the factors that have a strong impact on the remaining factors.


CHAPTER 5

SOME MEASURES AND RECOMMENDATIONS TO IMPROVE THE EFFICIENCY OF ATM CARD SERVICES AT VCB LONG AN BANK – TRADING OFFICE NO. 1

5.1. Existence and causes

One of the major difficulties in issuing card services is that the preference for cash in consumption has long become a consumer habit of the people. At the same time, the form of salary payment through accounts has not yet been strongly developed. Therefore, Vietnamese people currently rarely think of a modern form of non-cash payment.

The level of education and understanding of people about scientific and technological achievements is not high, especially for the common labor force, workers in enterprises and factories. In people's mind, only businesses go to banks and transactions must be hundreds of millions of dong, not a few million dong, so most of them are unfamiliar with banking services. Therefore, people still do not consider card services as a popular means of payment.

In general, the number of establishments accepting cards has increased over the years. However, in essence, the majority of establishments accepting cards are still establishments that are in contact with large central urban areas and have not paid much attention to residential areas, schools, etc., so the ability to bring card services to all people is still not high.

Although the number of cards issued is high, the number of customers transacting is not high. People in Tan An City still have many card services at other banks, and they choose a bank with a long-standing reputation like Agribank to transact.

At the same time, customers using the service still do not know all the features of the card they are using, and the bank has not arranged time to instruct customers on how to use it.

Besides, the number of ATMs is not much, only concentrated in some central areas and not distributed in districts such as Tan Tru, Chau Thanh so that people using cards do not need to spend time going to Tan An city to make transactions.


This is also one of the reasons why people choose card services from banks near their residential areas to make transactions.

5.2. Customer feedback

Based on customer opinions in the survey, the opinion about expanding the ATM network is the most, besides that, there should be some changes in transaction fees when transacting (such as cash withdrawal fees, transfer fees, annual fees, etc.), some customers also commented that bank staff need to pay more attention to customers, need to speed up transactions with customers at the counter because when there are many customers, waiting time takes a lot of time, besides, the issue of safety when parking is also mentioned by customers, need to make a card to avoid losing the vehicle. With those comments, the thesis will provide some solutions to improve VCB's ATM card service.

5.3. Solution to improve customer satisfaction using ATM cards at VCB Long An - Transaction Office No. 1

From the comments of customers and the research in the above chapters, it has been shown that the bank still has a lot of work to do to achieve the goals that the bank has set. Therefore, some general solutions are needed as follows:

Solutions to improve customer trust with banks:

The average score of customer trust in the bank is also quite high. However, if we analyze in depth, there are still some customers who are not satisfied. Therefore, to continue to affirm and enhance the position of VCB as well as enhance the trust of customers in the bank, the bank needs to have some remedial measures such as:

+ When customers come to do transactions with the bank, create trust for customers right from the first steps such as doing exactly what was committed, ensuring the best service provided to customers.

+ Must improve technical and technological factors. Investment in technical and technological factors is extremely important in the development of card services today, this is also a strategy to bring high efficiency. Technological level is the decisive factor in the quality of card services and is an important factor.


in competing with other commercial banks. At the same time, it demonstrates the level of safety and information security, thereby creating more trust for customers.

+ Improve the bank's website by regularly updating information about new products and services, building the website as a miniature bank so that customers can easily find the information they need. Design the website so that when customers have any questions, they can ask directly on the website and have a team of staff always answer customer questions immediately, which will show customers the professionalism as well as the level of concern for customers of the bank.

Solutions for improving empathy and service capacity:

Through the analysis of empathy as the factor that has the strongest impact on customer satisfaction, this shows that customers are very interested in the bank's customer care service. Although, the bank always sets out customer-oriented strategies, taking customers as the center to meet all customer needs within the bank's capacity. However, card services as well as other services, in the process of providing services to customers, no matter how perfect, cannot avoid errors and shortcomings. Thus, the bank needs to have some measures to overcome those shortcomings such as:

+ Improve management capacity and staff: Technology develops but without a team of qualified staff, card services cannot be developed well. Therefore, it is necessary to equip staff with foreign language proficiency combined with timely addition of young and qualified staff to form the core of the card center's human resources organization. At the same time, from there, constantly improve the professional level of card payment.

+ All customer questions and complaints about the service must be resolved so that customers feel the concern and continue to trust and use the bank's card services. Therefore, the bank should establish a standard process for customer care:


1. Listen: you must know how to listen to all customer questions, do not interrupt them immediately.

2. Apology: nothing makes customers happier than hearing a sincere apology from a bank employee and a willingness to offer a solution to resolve their request.

3. Ask questions: this is very necessary for employees to fully understand customers' questions.

4. Provide solutions: should provide quick and accurate solutions. If the problem needs time to be solved, then need to tell the customer a specific time and must know the customer's information clearly to easily contact them when the problem is solved.

5. Thank you: after resolving customer questions and complaints, thank them for their patience and time as well as their contributions to help the bank develop further.

6. Record the incident: must record the problem and the solution clearly and in detail. Should have regular meetings and at the end of the month to review and learn from experience.

Solutions to improve bank responsiveness

Through analysis, we can see that the level of customer satisfaction with this factor is quite high. However, there are still some comments from customers related to the ATM network and transaction fees of the bank. Therefore, the bank needs to take remedial measures:

+ Expanding the ATM network and card acceptance points: VCB Long An Bank - PGD No. 1 needs to quickly increase the network of ATMs and POS points. Because the number of card acceptance points is also one of the important factors to strongly promote payment sales as well as the number of cards issued. But to have many places accepting cards is an issue that needs to be reviewed. Because, these devices are too expensive to install. Therefore, to open a card acceptance network, it is important that the bank must make the card acceptance facilities need the bank. Bank

These establishments should be given preferential treatment in banking transactions such as lending and payment activities when it is seen that these preferential treatments bring benefits.


practical effects for card accepting establishments, from which other establishments will also voluntarily want to join this network.

+ Expand the form and method of connection with the ATM system of other banks. Because currently, when transacting with ATMs of other banks, it is simply withdrawing money, checking account statements, checking account balances. It is necessary to further improve the level of connection, diversify utilities such as being able to transfer money between banks using ATM cards, so it will be more convenient for customers without having to go to the bank to make transactions.

+ Banks need to adjust their fees to suit each customer, such as withdrawal fees, transfer fees, annual fees... They can apply promotional programs to customers who frequently make transactions, such as no withdrawal fees or depositing money into their accounts at transaction offices.

+ Banks need to classify customers to be able to take better care of them. For customers who spend a lot of money in a year or a month, there will be preferential treatment for them. It is necessary to collect information such as hobbies, birthdays, anniversaries, etc., and can apply preferential programs such as giving gifts on birthdays, wedding anniversaries, etc. to show them the bank's concern for them.

Tangible media solutions

In addition to factors of empathy, responsiveness, reliability, and service capacity, tangible means are also a factor affecting customer satisfaction. Elements of tangible means such as transaction location, equipment, and staff uniforms are the first factors that affect customers' perception of the service when they come to transact.

+ Regarding the transaction location, in 2015, the transaction office moved to a new location, close to residential areas, colleges, universities, vocational schools, convenient transportation, easy for customers to find and come to transact.

+ The bank's customer service facilities are also appreciated by customers. However, there are still some customers who give their opinions.

for parking, because when customers come to the bank to do transactions, there is no parking space, so many customers come and go, which will create a sense of security for customers.


bored. During the internship at the bank, observing the surrounding location, the bank can cooperate with surrounding companies to expand the parking space and opposite the bank is a house in front of the house, which is also the frontage, the bank can rent it to make a parking space. In addition, it will make parking cards to make customers feel more secure when doing transactions at the bank and also not lose a number of potential customers.

+ Documents and leaflets introducing VCB: The leaflets are designed quite simply, not attracting customers' attention. Therefore, in order for customers to access more and know about the bank's services, it is necessary to check all leaflets, design them more attractively, and advertise the bank's services on many information channels. In addition, if the bank has promotional programs, banners should be made and hung at the bank and in crowded places so that people know about the bank's information.

Solutions to improve service quality and marketing activities for card services

Promote the most modern banking services such as internet banking, ebanking, so that banks can provide information to customers as quickly as possible. Customers can perform their transactions right at their workplace. At the same time, it is necessary to soon develop the following services: paying electricity, water, telephone bills, etc. via machines. Further promote the connection with the automatic transaction systems of other banks.

With the mentality of people being very cautious in spending money, not used to spending first and paying later, issuing debit cards is the right direction in expanding card services. In this way, banks can issue debit cards to some subjects who have accounts at the bank. This type of card is very suitable for the population who do not have regular needs but only want to use the card temporarily to bring convenience and safety when traveling far away.

To help customers get familiar with the concept of cards, banks need to promote advertising. Vietcombank needs to regularly offer promotions.

promotional program about the benefits of card services, how to make transactions on ATMs for customers at places

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