Some Solutions To Improve The Quality Of Eximbank Hue's ATM Card Services:

customers, proactively seek customers, identify the needs of each customer group, thereby offering appropriate products and services. Improve service quality, simplify procedures on the basis of taking advantage of modern information technology.

- Strengthen marketing activities and implement sales policies well.

In addition, the study also shows that the number of cards issued by the bank and the card payment turnover are not yet proportional, proving that Eximbank's cards are not yet their main cards for a large number of customers or because the service's utilities have not been widely accepted by customers. Therefore, the bank needs to have certain concerns to stimulate the demand for card use of existing customers.

3.2 Some solutions to improve the quality of ATM card services of Eximbank Hue:

Based on the actual situation, Eximbank in Hue city is still a young bank with a small market share, so paying attention to service quality and creating a difference is extremely necessary to enhance prestige, reputation, trust and attract customers. In addition to coordinating the implementation of policies from the Head Office, Eximbank Hue needs to have its own directions and goals.

Based on the regression results of the study, customer satisfaction is affected by 5 factors: the bank's empathy towards customers , the reliability of the service.

, tangible means serving the services provided by the bank , the service capacity of the staff and the responsiveness of the service . The issue of improving the quality of banking services must focus on factors that customers are highly interested in such as: empathy, reliability of the service and tangible means serving the services provided by the bank . At the same time, through the One Sample T-test, it also shows that customers are not really satisfied with the factors: Tangible means, Empathy and Service capacity.

From the above comments, the author would like to propose 3 main groups of solutions as follows:

- Building facilities, improving ATM quality.

- Improve card service utilities.

- Develop service quality of staff.

3.2.1. Building facilities, improving ATM quality:

- Regarding the number and location of ATMs:

- As analyzed above, the majority of surveyed customers feel dissatisfied with the number of ATMs of the bank, as well as the locations of the machines. Therefore, Eximbank should increase the locations of machines on the southern bank of the city, closer to universities. Currently, Eximbank is linking with student cards of many universities and colleges in Hue city, but the number of ATMs is too small and they are located too far from these schools. This is an unreasonable point, reducing the motivation to use cards of a large number of potential customers who are students.

- ATMs should be built in areas with more spacious parking lots. There should be signs inside the ATM to guide customers on how to handle common problems, etc.

- Regarding the expansion of the number of service providers:

Cooperate more widely with private enterprises to sign contracts to install POS machines, EDC and other types of card swiping machines. Customers are very reluctant to make card transactions, only want to pay in cash, so they will not carefully research the payment units. Therefore, at the cashier counter or in front of the supermarket or store, there must be some signs to help customers easily recognize and remember such as the announcement: "Here we accept transactions via Eximbank cards" or "Paying with Eximbank cards, you will enjoy attractive discounts" .

- Regarding the technical quality of cards and ATMs:

- Through investigation, many customers complained that the card is easily damaged after a period of use, mostly the magnetic strip is damaged or the card is easily bent, etc. Therefore, the bank should review the technical quality of the card. Currently, the use of electronic chips instead of magnetic strips has much higher security and is capable of resisting "detection" or copying, data theft activities like with magnetic cards. However, switching to chip card technology requires a completely new, more modern technology line, more expensive and requires more investment. However, if the bank boldly invests, this will create a big difference in the product, will attract the attention of many customers, contributing to creating awareness for customers about a bank that provides high quality products.

- ATMs need to be equipped with more information protection programs for customers, regularly maintained, properly funded, and possibly installed with a battery pack to limit power consumption.

reduce incidents that occur during power outages. In addition, there may be additional value-added services to better serve customers, such as being able to deposit money right at the machine, increasing the daily withdrawal limit for each customer to create convenience for customers.

3.2.2. Enhance the utilities for card services:

Currently, ATM card services in the area have not been linked much with the sales system and other services in the city, so the card's utilities have not been fully utilized. In fact, the use of cards is still limited in transactions such as: money transfer, salary receipt, balance inquiry. Other utilities such as: electricity and water payment, shopping bill payment, insurance, etc. have not been used much by customers. This is not only due to people's habit of using cash but also partly due to the limited completion of the machine system. Therefore, to further promote the utilities of card services, banks must have measures to make customers realize the convenience of card services through popularizing cards, increasing propaganda, marketing, and promotion activities so that customers become familiar, understand and thereby use those additional card services.

In addition, banks should try to combine card services with e-banking and sms-banking services through registration promotion programs to stimulate customer demand. In addition, it is possible to add utilities such as buying gasoline, paying phone bills, etc. Combining card services with other services will make customers feel more convenient in using cards and will use cards more. At the same time, when combining these added utilities, banks should have a strategy to implement fee collection effectively. Maybe banks should not charge annual fees for using the service but instead only charge fees for successful transactions.

3.2.3. Solutions to improve service quality of staff:

Staff is the decisive factor in business efficiency and enhancing the competitiveness of the bank. This result depends largely on the expertise, professionalism, dynamism, creativity, professional ethics, and service attitude of bank staff, which are also the issues that customers complain about the most and expect the most from the bank. Therefore, to contribute to improving the quality of banking products and services and creating a friendly image in the hearts of customers, improving the quality of staff is a very important solution. To implement this solution,

Eximbank Hue should focus on the following aspects:

- Recruit qualified employees who are suitable for the job requirements, especially for the card service staff position, which always requires contact with customers.

- Periodically organize professional skills training courses for staff on the ability to perform work with modern technology and the ability to behave when interacting with customers.

- Have a reasonable compensation policy to encourage employees to work more effectively.

PART III: CONCLUSION AND RECOMMENDATIONS

1. Conclusion

It can be said that in the process of development and international integration of the country, investing in the card market, especially domestic debit cards, is an inevitable trend of banks. Domestic debit card business activities have brought to banks in general and Eximbank Hue in particular a new position, a new look. In addition to building a friendly image with customers, successfully implementing card services also affirms the technological advancement of a bank. In the current conditions, the demand for opening cards of customers is very large, along with many promotional policies of banks when opening cards, making the number of cards opened each year always increase. However, to retain customers for a long time, banks need to pay attention to customer satisfaction with the services they are providing, thereby having timely solutions.

After conducting the topic "Evaluation of ATM card service quality of Vietnam Export Import Commercial Joint Stock Bank - Hue Branch", the author would like to draw some conclusions:

- Customer satisfaction is an important factor to boost the Bank's card issuance sales. However, customer satisfaction is influenced by many factors. Through building a regression model on customer satisfaction with card services, the importance of each factor has been clearly shown, in which Empathy and Tangibles have the greatest influence. In general, customers feel normal or satisfied with the Bank's card services, although there are some criteria that customers do not rate very highly.

- The survey shows that more than 65% of customers currently using cards have decided to continue using Eximbank cards, of which nearly 50% of customers feel completely satisfied and 35% of customers feel normal with the quality of card services that the bank is providing.

However, the current market reality has been posing many obstacles for domestic debit card services. Therefore, Eximbank Hue needs to know how to make the most of its strengths, at the same time overcome limitations and shortcomings to seize opportunities, overcome difficulties, and appropriately apply some of the measures that the topic has raised.

2. Recommendations

2.1 For government levels

- Continue to issue a system of legal documents to protect the rights of entities participating in the business sector. Promote the development of laws and sub-law documents on economics and issue regulations to handle acts of forgery and fraud in card transactions in accordance with international practices, creating a strict legal corridor for the Bank's card business activities.

- There are strong support measures on tax policy, stimulating banks to further promote card business activities. Consider reducing import tax on machinery and electronic equipment serving card services in Vietnam, creating favorable conditions for domestic card technology to be able to catch up with other countries in the world.

- Continue to develop mechanisms and policies on organization, management and operation of the payment system in the entire socio-economic system.

- Create a stable economic and social environment for sustainable development. From there, people's lives will be increasingly improved, they will have many favorable conditions to access modern payment technology. This is also a good condition for domestic banks to expand their relationships with each other.

2.2. For Eximbank Vietnam

- Build an advanced, modern, and stable information technology system. Regularly perform inspection, maintenance, and timely maintenance to ensure stable operation in all cases.

- Cooperate with telecommunications electronics companies, organizations, and providers of technological equipment to improve technology, enhance the utility and features of the card.

- Need support in training human resources with expertise and high professional qualifications, improving the quality of management resources for Bank Branches nationwide.

- Promote close connection between branches to create more convenience and efficiency for transactions.

- Strengthen cooperation with card organizations and card issuing and payment banks to exchange experiences and coordinate crime prevention in the card sector.

- Support the Branch in developing more POS and ATM machines to facilitate payment and card usage by customers.

- Regularly propose policies and strategies on card product development in each specific stage.

- Consider lowering fees when using cards for customers.

2.3. For Exximbank Hue

- Have reasonable marketing policies to promote their card products. Branches also need to pay more attention to preferential policies for subjects depending on the card limit that the cardholder uses such as: providing card usage guidance services, reducing the current high asset ratio... This will stimulate cardholders to consume at higher limits.

- Attract businesses to accept Eximbank card payments through agent care programs or incentive programs such as: reducing discount rates, investing in additional equipment for merchants, avoiding the situation where some Vietinbank merchants switch to accepting cards from other banks.

- Applying quality management system to create foundation to improve service quality, contributing to enhancing reputation and competitiveness of the bank.

- It is necessary to well implement the set strategic goals, expand the service units, and ensure to meet customer needs.

- It is necessary to organize and provide additional professional training for staff, especially card team staff, and regularly recruit to strengthen the team of specialized staff to be able to handle problems that customers encounter in the most professional and fastest way.

LIST OF REFERENCES

1. Hoang Trong, Chu Nguyen Mong Ngoc (2008), Research data analysis

with SPSS, Hong Duc Publishing House, Ho Chi Minh City, Vietnam.

2. Nguyen Dinh Tho (2011), Scientific research methods in business , Labor and Social Publishing House, Vietnam .

3. Fulbright University (2007), Exploratory factor analysis using SPSS .

4. Le Hoang Duy (2009) Master's thesis in economics : "Evaluation of card service quality of Joint Stock Commercial Bank for Foreign Trade of Vietnam, Ho Chi Minh City branch" , Ho Chi Minh City University of Economics.

5. Nguyen Thi Tuyet Trang (2013) University graduation thesis: "Evaluation of card service quality of Vietnam International Commercial Joint Stock Bank, Hue branch" , K43 Business Administration, Hue University of Economics.

6. Main reference websites:

http://vmsr.com.vn/index.php/nghien-cuu/134-nghien-cuu-chat-luong-dich-vu-atm http://nghiencuudinhluong.com/nghien-cuu/xu-the/danh -gia-muc-do-hai-long-

labor-job-recruitment-at-viettel-team/ http://blog.chiakhoavang.vn/373/thong-tin-thi-truong-the/thuc-day-chuc-nang-

domestic-card-payment/ www.eximbank.com

APPENDIX

APPENDIX 1: SURVEY FORM

Coupon code:

CUSTOMER OPINION SURVEY

Hello customers!

I am a student at Hue University of Economics. I am currently conducting research on the topic : " Evaluation of ATM card service quality of Vietnam Export Import Bank - Hue branch ". We hope that you will take a little time to fill out this survey . Your comments are an extremely valuable source of information to help me complete this research topic. I hereby guarantee that this information is only for research purposes and will ensure confidentiality for customers when participating in answering questions. We look forward to receiving your help.

Thank you very much!

------*------

Part 1: Impressions on ATM card service quality:

Please give your assessment of the following criteria of Eximbank Hue's ATM card service quality factors according to the following levels:

2	3	4	5
Strongly disagree	Disagree	Neutral	Agree	Totally agree

Maybe you are interested!

Please mark an X in the box with the satisfaction level you choose:

Eximbank transaction office is comfortable and spacious	1	2	3	4	5
2	There are many bank ATMs and they are easy to find.	1	2	3	4	5
3	ATMs are located in safe places with ample parking space.	1	2	3	4	5
4	Clean and airy ATM	1	2	3	4	5
5	ATM machine is beautifully designed and easy to use	1	2	3	4	5
6	Durable and beautiful ATM card form	1	2	3	4	5
7	Bank cards are very easy to transact with banks. other	1	2	3	4	5
8	The ATM service that the bank is providing is very suitable. with customer needs	1	2	3	4	5
9	Fast card making time	1	2	3	4	5
10	The card's utility list is very rich (payment). bills, account inquiries on phone,...)	1	2	3	4	5
11	Transactions are always processed quickly and accurately.	1	2	3	4	5
12	Simple card making procedure	1	2	3	4	5

The card's validity period is appropriate to the cost and needs. of the customer	1	2	3	4	5
14	Card specialist clearly guides customers about transaction operations	1	2	3	4	5
15	24/7 hotline always available whenever customers need it	1	2	3	4	5
16	Staff are always ready to listen and absorb all words. customer complaints	1	2	3	4	5
17	Staff resolve customer inquiries and problems goods enthusiastically and quickly	1	2	3	4	5
18	The bank truly understands what customers need from the first meeting.	1	2	3	4	5
19	The bank always cares about the interests of customers.	1	2	3	4	5
20	You do not have to wait long to enter the ATM to make a transaction.	1	2	3	4	5
21	Customers have never lost money during transactions. at the bank ATM	1	2	3	4	5
22	ATMs rarely have power outages.	1	2	3	4	5
23	ATMs rarely break down.	1	2	3	4	5
24	ATMs always have enough money for customers to withdraw.	1	2	3	4	5
25	Money quality is always guaranteed	1	2	3	4	5
26	The bank fulfills its commitments regarding services.	1	2	3	4	5
27	The bank always keeps customer information confidential.	1	2	3	4	5