Solutions to Improve the Quality of Savings Deposit Services at the Bank for Agriculture and Rural Development of Thua Thien Hue

3.2. Solutions to improve the quality of savings deposit services at the Bank for Agriculture and Rural Development of Thua Thien Hue - Phu Vang branch

Based on the research results on evaluating the quality of savings deposit services at the Thua Thien Hue Bank for Agriculture and Rural Development, Phu Vang branch as well as the regression model showing the relationship between these factors and customer satisfaction, the topic identifies the following solutions:

-Solutions to improve the quality of tangible elements

The Thua Thien Hue State Bank of Vietnam - Phu Vang branch also has 3 transaction points, which are very convenient for customers' transactions and travel. However, these transaction points need to be expanded in scale, more spacious and modern to create a comfortable feeling for customers when transacting at the bank. Moreover, upgrading the facilities is to help customers clearly see the financial strength, safety and comfort in transactions and the professionalism of the bank. In addition, to compete with other banks, upgrading the facilities must ensure modernity, science, convenience, and carry the unique identity of Agribank. Therefore, some solutions are proposed as follows:

Bank facilities need to invest in more modern equipment to improve service quality for customers.

It is necessary to pay attention to the exterior design of the bank to create a comfortable feeling for customers and arrange reasonable walkways, design a diagram of the working rooms in the branch, hang signs to make it easier for customers to orient themselves to the service area they need.

The customer waiting area should be designed to be spacious and comfortable. Provide more chairs for customers. If possible, the bank should buy chairs that make customers feel comfortable when sitting, such as cushioned chairs or chairs with backrests. In addition, there should be leaflets on the table promoting the bank's services so that customers can update information about the bank's services.

Banks also need to provide more newspapers and magazines, and turn on entertaining but quiet TV channels so that customers forget the feeling of having to wait.

Arrange transaction counters and forms: In my opinion, many new customers are still confused about finding forms. Therefore, it is necessary to arrange forms in places where customers can see them most easily. In my opinion, there should be pre-written forms at the tables, so that customers can easily fill in the forms and staff will not waste time guiding customers.

Replace all old, outdated computers and equipment used in the lending process, which process data slowly... to meet the requirements of synchronizing equipment and creating infrastructure to speed up the work processing process.

Rearrange parking spaces and have more specific signs for customers to easily recognize.

-Solutions to improve trust factors

Trust is also a factor affecting customer satisfaction with the bank's deposit service. With β 2 = 0.261, when the trust factor changes by 1%, the customer satisfaction factor changes by 0.261% and this is the factor that has the strongest impact on customer satisfaction. According to the survey, customers are quite satisfied with the trust criteria of Agribank Phu Vang branch. To further enhance the trust and reputation factors, Agribank Phu Vang branch, the bank can build the following measures:

The bank has built many bulletin boards introducing its history, strengths, and products that the bank is providing and broadcast them on television, newspapers, and the internet. This helps customers understand more and build trust in the bank.

In the lobby of the bank, it is necessary to hang more certificates, awards, missions, visions and regulations of the bank to increase the persuasiveness and trust of customers.

Have a separate suggestion box to receive customer feedback as quickly as possible.

Further increase customer information security, while also performing accurate transactions and avoiding errors.

-Solutions to improve the quality of interest rate factors

Interest rate policy is a sensitive and flexible lever for customers' deposit needs, a change in interest rate will affect the amount of savings deposited in the bank. Through the model, we see that interest rate has a relatively low impact on customer satisfaction. However, Agribank Phu Vang branch still has to pay more attention to perfecting this factor to attract more customers.

Banks need to change interest rates from time to time in accordance with market fluctuations to attract depositors.

Attention should be paid to the case of customers withdrawing early. Banks need to have reasonable interest rates for this group of customers, encourage customers to maintain account balances for a longer period than the initial deposit period, and have preferential interest rate policies for long-term customers and large amounts of money.

Regularly update interest rates and promptly adjust interest rates appropriately to satisfy customers' wishes. Establishing appropriate interest rates helps banks compete effectively with other banks in the area of operation, attract a large number of customers and increase capital mobilization for the bank.

-Improve the quality of responsiveness

The responsiveness factor is a very important factor if the bank wants to improve the quality of current savings deposits. And customers are quite satisfied with this factor. However, Agribank Phu Vang branch also needs to have measures to further improve the level of customer satisfaction.

Reduce transaction waiting time by increasing staff at the counter. In addition, equipping more modern machinery and equipment to reduce transaction time. This way, more customers can be served without having to wait too long.

Apply information technology to the transaction process. Reduce paper transactions, increase transactions via the internet to simplify transaction processes, avoid causing trouble for customers.

Banks need to provide information to customers accurately and conveniently so that customers can better understand the types of savings deposit services that the bank is providing.

-Improve staff quality

Regularly organize training courses on professional and legal matters to improve professional qualifications. In addition, the Branch needs to create opportunities for employees to interact and exchange experiences with colleagues inside and outside of work.

Launch a movement of self-study, self-research, self-improvement of awareness, professional qualifications, and skills, avoiding falling behind the changes of the market economy and technology in the development and integration process of the bank. Organize annual skill competitions and provide reasonable rewards to encourage good and dedicated staff.

Train staff with good moral qualities, dedicated and thoughtful service attitude. Staff must be able to communicate with customers, need to be collective, disciplined and creative, must have marketing ability to attract customers, must have the ability to investigate, collect, link, process and synthesize information.

-Improve customer service

Through customer evaluation, it shows that the Bank needs to pay attention to developing relationships with customers. Currently, the Bank is implementing a policy of expanding and promoting its image. The Bank's employees not only provide deposit products but also attract customers by quickly understanding their needs, thereby enhancing customer service and expanding the customer base in the following ways:

Organizing seminars for customers who are traditional customers and have long-term relationships with banks in the district. Thereby, collecting customers' opinions when depositing money as well as borrowing capital, and at the same time, having appropriate plans to approach new customers.

Expanding the portfolio of deposit products to better meet the diverse needs of today's customers.

Banks must always focus on resolving customer complaints and questions to avoid disagreements, conflicts, affecting the bank's reputation and better retaining customers.

In addition to traditional customers, you should also create and retain new customers by giving gifts to customers who come to the bank for the first time, creating a good impression on them. On major holidays, you can thank customers in other ways such as sending messages to their personal phones, or thank you letters to customers so that customers can see your concern.

Set up a hotline to answer customer questions anytime, anywhere so that customers feel satisfied when served after hours.

PART 3: CONCLUSION AND RECOMMENDATIONS

3.1. Conclusion

During my internship at the Thua Thien Hue Bank for Agriculture and Rural Development - Phu Vang Branch, with the help of my supervisors, my colleagues working at the bank and with the knowledge I have learned, I have carried out the research topic "Evaluation of the quality of savings deposit services at the Thua Thien Hue Bank for Agriculture and Rural Development - Phu Vang Branch in the period 2011-2013" . The research topic has completed almost all of the research objectives set out from the beginning. It is also necessary to determine that the study of solutions to improve customer satisfaction with savings deposit activities plays an important role in the process of innovating the banking industry. This is a complex issue, with a wide scope and related to many sectors, many levels, both micro and macro. However, in the research process, with the aim of providing some solutions to improve the quality of deposit services to create customer satisfaction with the bank's deposit services, first of all at Agribank Phu Vang, the content

The content of the topic has focused on completing the following tasks:

State some theoretical bases on deposit activities in general, the efficiency of deposit activities, the impact of deposit activities efficiency on the existence and development of banks, thereby affirming the objective requirements of improving the efficiency of deposit activities.

Analysis of business activities of Agribank Phu Vang on establishment, field of operation, business results over 3 years 2011-2013.

Analyze and evaluate deposit activities through quantitative indicators, thereby discovering the advantages and disadvantages of this activity in order to propose solutions to promote and improve operational efficiency while overcoming weaknesses.

In addition, the study also analyzed customers' evaluation of the quality of savings deposits at Agribank Phu Vang and drew the following conclusions:

- The topic has identified factors affecting customer satisfaction with savings deposit services according to customer assessment, including 23 factors, grouped

into 6 main factors: tangible factor, reliability factor, interest factor, responsiveness factor, staff factor, customer care factor.

- Measuring the impact of factors on customer satisfaction with savings deposit services at Agribank Phu Vang branch, the study identified 6 factors affecting customer satisfaction with savings deposit services: tangible factors, reliability factors, interest rate factors, responsiveness factors, staff factors, customer care factors. In which tangible factors have the greatest influence and interest rate factors have the weakest influence.

3.2. Recommendations

3.2.1. For the State Bank

- The State Bank needs to have specific regulations, management, inspection and examination measures to ensure a healthy competitive environment in currency trading activities.

- The current system of legal documents on banking activities of the State Bank is still incomplete, lacking in synchronization, and overlapping with other ministries and sectors, causing difficulties for commercial banks. The State Bank needs to coordinate with relevant ministries and sectors to edit and supplement necessary documents so that commercial banks can operate more safely.

- The State Bank needs to further strengthen the control of commercial banks through remote monitoring and on-site inspection. The State Bank needs to review and evaluate the internal audit activities of commercial banks in high-risk areas.

3.2.2. For Agribank headquarters

- Accelerate the development of banking services, apply modern technologies to the fields of payment, cards... and widely disseminate them to the branches below.

- Perfecting regulations in the field of transactions, especially secured transactions.

- Build a measurement scale for the banking system based on business performance.

- Allows branches to be more autonomous in customer search activities.

- Regularly organize research competitions and excellent employee competitions throughout the industry to create opportunities to learn and exchange experiences with each other. Organize employee training courses for branches, send employees to branches to review,

Specific instructions when new products and services are available.

3.2.2. For State agencies, relevant levels and sectors

- Create favorable conditions for banks to develop and expand.

- Communicate information quickly, accurately and promptly so that the bank can make the best decisions.

REFERENCES

1. Some of the following websites

http://www.agribank.com.vn : website of Agribank Vietnam http://www.sbv.gov.vn/wps/portal/vn : Website of State Bank http://vneconomy.vn/ : Electronic newspaper - Vietnam Economic Times http://tailieu.vn

2. Clause 3 and Clause 12, Article 4 of the Law on Credit Institutions (Law No. 02/1997/QH10)

3. Le Van Te (2007), Commercial banking operations, Statistical Publishing House.

4. Dr. Nguyen Minh Kieu (2007), Modern Banking Operations, Statistical Publishing House

5. Nguyen Huy Phong & Pham Ngoc Thuy (2007), SERVQUAL or SERVPEF - a comparative study in the retail supermarket industry in Vietnam, Journal of Science and Technology Development, vol. 10.

6. Hoang Trong and Chu Nguyen Mong Ngoc (2005), Analyzing research data with SPSS, Volume 1, Hong Duc Publishing House, Ho Chi Minh City, Vietnam.

7. Hoang Trong and Chu Nguyen Mong Ngoc (2005), Analyzing research data with SPSS, Volume 2, Hong Duc Publishing House, Ho Chi Minh City, Vietnam.

8. Dr. Hoang Thi Dieu Thuy (2010), course material "Research methods in business"

9. Documents of Thua Thien Hue Bank for Agriculture and Rural Development - Phu Vang branch, business performance report, balance sheet

10. Thesis of students from previous courses at Hue University of Economics

Appendix 1: Survey Questionnaire

CUSTOMER OPINION SURVEY

Coupon code:..........

Hello!

I am Le Hoang Si, a student of class K44 TKKD, Hue University of Economics. I am currently working on my graduation thesis: " Evaluating the quality of savings deposits at the Bank for Agriculture and Rural Development of Thua Thien Hue - Phu Vang branch in the period 2011-2013 ". Please give me a few minutes to answer the following questions. The information you provide will be kept confidential and will only be used for research purposes.

Thank you very much!

------------------------------------------------o0o- ----------------------------------------------

Please mark X in the answer you choose.

Question 1: How long have you been using Agribank Phu Vang's deposit service?

 Under 6 months

 From 6 months to 1 year

 From 1 year to 2 years

 Over 2 years

Question 2: Have you made any other transactions at Agribank Phu Vang branch? (You can choose multiple options)

 Deposit money into account

 Money transfer

 Borrowing capital

 Withdraw savings

 Withdraw interest and deposit again

 Other (please specify).................................

Question 3: Why did you choose Agribank Phu Vang branch to make transactions? (You can choose multiple options)

 Reputable bank  Competitive interest rates

 Professional staff

 Many promotions

 Have acquaintances in the bank  Fast transaction time and procedures

 Convenient location  Other……………….......................Question 4: Customer reviews on the quality of deposit services at Agribank Phu Vang branch?

Please respond by marking an X in one box of each line, indicating the degree of agreement or disagreement with the statements according to the convention.

Evaluation factors	Absolutely not. Agree	Disagree	Neutral	Agree	Completely copper idea
Evaluation factors	1	2	3	4	5
Tangible factors
1	Using modern technology
2	Agribank Phu Vang space is spacious, cool
3	Safe and convenient parking
4	Agribank Phu Vang arranges transaction counters, tables and document shelves very scientifically. learn
5	Convenient bank working hours for your convenience
The trust factor
6	You feel secure when using savings deposit service at Agribank Phu Vang
7	You trust the information that Agribank provides. wine for you
8	Agribank Phu Vang provides services as advertised

Maybe you are interested!

Agribank Phu Vang conducts transactions accurate, error-free
10	Agribank Phu Vang good information security client
11	Financial situation of Agribank Phu transparent wine
Interest factor
12	Agribank Phu Vang's deposit interest rate is very reasonable, optimal, creating profitability. effective
13	Agribank deposit interest rates are high. The wine is very stable.
14	How to calculate Agribank deposit interest very clear and precise sound
Responsiveness factor
15	Short transaction waiting time (5-10 minutes)
16	Procedures for transactions at Agribank simple rich wine
17	Easily find information about money services deposit at Agribank Phu Vang
Employee factor
18	Staff are dressed politely
19	Staff answer and guide in a way clarify your questions about the service
20	Staff are polite, attentive to you, and have qualifications. professional
21	Knowledgeable staff to advise you
22	Agribank Phu Vang staff have professional working style

Solutions to Improve the Quality of Savings Deposit Services at the Bank for Agriculture and Rural Development of Thua Thien Hue - Phu Vang Branch

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