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Survey on the Current Status of Improvement in Service Quality Management for Credit Institutions for Managers at Shb Hoan Kiem.


services and remedies, To more accurately assess the situation of organization, implementation and deployment of quality management of KHCN loan services at SHB Hoan Kiem through investigation and survey.

The specific interview results are as follows:

Table 2.15: Survey on the current status of improvement in quality management of KHCN lending services for management staff at SHB Hoan Kiem.


Content & criteria

Average score

Deviation

standard

Improvement of the quality of science and technology lending services is being carried out.

regularly, continuously and according to pre-planning

3.92

0.79

Improve the quality of appropriate and effective KHCN lending services

high efficiency

3.92

0.79

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Survey on the Current Status of Improvement in Service Quality Management for Credit Institutions for Managers at Shb Hoan Kiem.

Source: Author's survey results

Regarding quality improvement, the management board assessed that the improvement of the quality of the KHCN loan service was carried out regularly, continuously and according to a pre-planned plan (3.92) and the improvement of the quality of the KHCN loan service was appropriate and highly effective (3.92) were both at a low level. The branch management board needs to pay more attention to this activity to reduce errors and problems during the implementation process and reduce defects in the products and services provided.

To accurately reflect the quality management of lending services at the Branch as well as the influencing factors, the author interviewed Ms. Nguyen Thi Linh Chi - Deputy Director in charge of Science and Technology at the Branch ( Details of the interview questions are presented in Appendix 03). Ms. Nguyen Thi Linh Chi has many years of experience in managing science and technology loans and has a good understanding of the Branch's business situation in recent years.

+ When asked for a general assessment of the service quality at SHB Hoan Kiem, she said that the quality of the KHCN loan service at SHB Hoan Kiem basically met the needs of customers and satisfied their expectations. The KHCN loan service that SHB Hoan Kiem is providing is diverse in products, the system of facilities and modern equipment is gradually being completed as well as being invested in advanced technology in the process of serving customers, the staff is hard-working, friendly, thoughtful, eager to learn.... However, there are still some aspects that have not been met.


The training courses on skills and policy content are still limited, so the level/capacity of employees has not been improved. In addition, the operating process has many steps, so it takes more time and consumes a lot of resources in the process of providing KHCN loan services at the Branch.

+ Objectively assessing the staff, she said that most of the staff have achieved good work completion, SHB Hoan Kiem has built a team of united staff, supporting each other in work, grasping policies, products, being dynamic and creative in work but there are still some weaknesses, especially the ability to communicate, understand customer needs, skills to handle arising problems as well as understanding and knowledge of related fields are still limited. The staff in the sales department have not yet promoted the provision/cross-selling of other products to customers, only focusing on 1,2 main loan products. In the context of the increasingly competitive banking market, especially the retail market, she affirmed that in order to improve the quality of human resources, SHB Hoan Kiem also has specific and detailed plans in the coming time.

+ Regarding service quality management, she shared that the Branch's Board of Directors has also paid great attention to the issue of service quality management for KHCN loans in recent years, based on the Bank's policies and the Branch's existing resources. However, the implementation and quality control have not yet met the requirements, partly due to the limited qualifications/capacity of human resources. In addition, this is also a fairly new issue for SHB Hoan Kiem, so there are still many issues that need to be self-researched and learned. In the coming time, SHB Hoan Kiem will gradually improve the service quality management process.

2.3 Results of assessing the quality of science and technology lending services through survey forms.

To increase information and objectivity for the thesis on the assessment of the quality of KHCN lending services at SHB Hoan Kiem. The author conducted a customer survey, then compiled the data into a table and scored, and analyzed the collected data. From the survey results and data analysis, comparisons were made with the average scores.


If 1 ≤ X < 2: Service quality is far below customer expectations.


If 2 ≤ X < 3: Service quality is below customer expectations. If 3 ≤ X < 4: Service quality meets customer expectations. If 4 ≤ X < 5: Service quality exceeds customer expectations.

If X = 5: Service quality exceeds customer expectations. Here are the survey results:

Table 2.16: Customer evaluation of service quality


Evaluate


Content

mT point

B

Standard deviation

1. Tangible

3.99

0.25

- The bank has convenient transaction locations.

3.71

0.69

- Bank staff have professional uniforms and demeanor.

3.85

0.50

- Modern Bank facilities

4.10

0.63

- Equipment works well, no damage

4.28

0.60

2. Trust

4.28

0.06

- Provide services as advertised and always follow the instructions

do what you promise

4.35

0.69

- Resolve customer complaints quickly

4.25

0.70

- Flexible in providing services on demand

4.25

0.70

3. Responsibility

4.37

0.05

-Bank staff are always ready to help when needed.

4.41

0.64

-The behavior and attitude of bank staff always make customers satisfied.

trust

4.39

0.65

- Bank staff show sincere concern for the interests of customers.

customers, seek to understand customer needs.

4.31

0.68

4. Guarantee

4.00

0.46

- Staff have good knowledge and understanding of expertise and profession.

4.15

0.76

- List of products and services for lending to science and technology of Multi-Bank

form

4.00

0.76

- Competitive pricing and fee policies in the banking market.

3.25

0.66

- Staff are always friendly, polite and respectful to customers.

4.13

0.46


- Ensure security and safety for guests and their property

4.50

0.52

5. Sympathy

4.55

0.06

-Customers are always cared for and looked after by Bank staff.

before, during and after the transaction.

4.61

0.53

- The Bank's service time is appropriate and fast.

4.54

0.61

- Convenient payment/refund methods

4.50

0.64

Source: Author's survey results Comment: Through customer opinion poll, it shows that service quality is

SHB Hoan Kiem's ​​KHCN loans are highly appreciated by customers.

From the results of the average score table assessing the level of perception for the elements in service quality, we can have a general assessment of the average score from 3.25 to 4.61, which means it is at the "good" level. Considering all the attributes, all are rated "Good", no attribute is perceived at the "Very good" level. The Bank has best demonstrated the following criteria: Customers are always cared for by Bank staff before, during and after transactions (4.61); The Bank's service time is appropriate and fast (4.54); Payment/refund methods are convenient (4.50); ​​Ensuring security and safety for customers and their property (4.50); ​​Bank staff are always ready to help thoughtfully when needed (4.41).

The lowest performance level belongs to the criteria such as: The bank has a convenient transaction location (3.71); Bank staff have professional uniforms and manners (3.85); Competitive pricing and fee policies in the banking market (3.25). These are completely consistent with the reality at SHB Hoan Kiem, because the transaction location of the Branch is located at 40 Hang Giay Street, Dong Xuan, Hanoi. Although this is an area with high population density, intersecting many main streets, Hang Giay Street is a one-way street, with heavy traffic, small and narrow sidewalks, along with limited parking area for customers, mainly only for motorbikes, so this also affects customers' evaluation of the transaction location.

As analyzed, the competition in retail credit will become increasingly fierce as more and more financial companies and credit institutions participate in the market. The foundation and potential of the Vietnamese market are still very large, there are many opportunities to exploit, people will have access to many optimal products, better customer service as well as more competitive interest rates. Thus, in the following years, the retail credit industry will witness increasing competition between operators, customers will have more choices for themselves. Interest rate policy


Interest rates - prices at SHB are still considered quite high compared to the general market level, completely consistent with the above customer evaluation results. To overcome this problem, SHB Hoan Kiem has tried to bring customers the most preferential interest rates - price policies by accurately, fully and seriously implementing the internal customer credit rating system, filtering out customers with good ratings to be able to apply for loan interest rate reduction and loan margin for the customer's credit according to regulations. Currently, for loans of customers with AAA rating, the interest rate (-0.3%) / year and margin (-0.3%) / year are applied compared to other customers.

Regarding professional attire and demeanor, SHB Hoan Kiem is gradually adding new levels of full uniforms for employees, ensuring that the image and materials of the uniforms are always new. In addition, professional skills courses in the sales process are also being added for employees.

Regarding facilities and working equipment , customers also highly appreciated (4.10 and 4.28 respectively). This is also one of the proud points of SHB Hoan Kiem. Currently, SHB Hoan Kiem Branch has 1 large meeting room, 1 Branch Director's room, 2 Branch Deputy Director's rooms, 3 business departments and other departments. At the affiliated transaction offices (Tay Ho, Viet Hung and Long Bien), there are 5 rooms including a meeting room, business room, customer service room, reception room and transaction office director's room.

The form/design of facilities at SHB Hoan Kiem is suitable and consistent across the entire system at transaction offices/branches when providing financial services to customers with a professional, luxurious but still close design, creating a sense of security and comfort for customers when coming to transact from the system of transaction counters, arranging tables, chairs, equipment, machinery, and working tools on the transaction desk in a reasonable arrangement to create convenience for customers, along with modern technology such as at each SHB transaction point, there is an e-Counter - an automatic customer flow system, helping customers register for the desired service at the counter. This is also a way of "queuing" to help customers who come first be served first, not having to wait long for their turn to transact.

In SHB Hoan Kiem branch, departments are separated by partitions (flexible room partition materials) that are not fixed, so they can be adjusted, changed easily, and arranged reasonably to meet the diverse needs of customers. Large rooms are often used as waiting rooms for customers or used for customer appreciation events and conferences. When a room is needed for service consultation


In-depth financial services for retail customers and VIP customers can use partitions to create a private, quiet space for customers or can also be divided into small private rooms to serve customers who need space to sign service contracts and exchange.

The design of facilities at transaction points/branches is not only modern and professional, but SHB Hoan Kiem also uses orange color, creating a luxurious and equally friendly and close look. Tables, chairs, working tools, machinery, and equipment are applied/fully utilized by SHB Hoan Kiem with the main orange color, creating high aesthetics when customers come to transact at SHB Hoan Kiem.

At SHB Hoan Kiem Branch, it is always cleaned and sanitized, creating a spacious and clean atmosphere when customers come to transact, contributing to creating a comfortable feeling for customers.

Thus, in general, among the groups, the "Sympathy" group has the highest average score of 4.55, the lowest is the "Tangibility" indicator with an average score of 3.99. The results are consistent with reality because SHB Hoan Kiem always tries to meet the desired needs of customers to the best of its ability, thanks to which it has received a very positive assessment from customers in terms of their feelings after using the Bank's services. This is a commendable result and needs to be maintained for SHB Hoan Kiem whenever customers need to use the KHCN loan service.

+ Overall customer satisfaction rating.

Table 2.17: Customer satisfaction assessment of service quality


Evaluate

Content

Point

TB

Deviation

bacteria

- You are completely satisfied with the quality of loan services

Banking Science and Technology.

4.06

0.75

- In the future, you will continue to use the service for

Bank loan

3.82

0.67

- You will use additional KHCN loan products and services

other Bank when needed.

3.80

0.74

- You will introduce the bank's KHCN loan service.

for others.

3.87

0.69

Source: Author's survey results According to the general assessment of customer satisfaction, this criterion reached 4.06/5 points. In general, most customers are still at a low level of satisfaction. Although


However, most of the customers surveyed still agreed to continue using the KHCN lending service at SHB Hoan Kiem, use other lending services when needed and will recommend the lending service to others.

2.4 General assessment of service quality management for KHCN loans at SHB Hoan Kiem.

2.4.1 Results achieved.

In general, the Branch has paid due attention to and invested in service quality management. Managers have gradually learned and researched this work; employees are regularly trained and work according to scientific processes.

The results achieved in recent years are quite good, such as the number of new loan customers/year increased by about 100 customers/year, the scale of outstanding loans increased by about 380 - 400 billion VND/year. Net revenue from the customer service sector increased by about 19 billion VND/year. The bad debt ratio is still controlled at 1.5%. The number of customers expressing satisfaction and becoming loyal customers is increasing. Overall, the quality of the bank's services has met customers' expectations.

In the service provided to customers, customers are always cared for by bank staff before, during and after transactions, which is highly appreciated by customers because SHB Hoan Kiem Branch always tries to meet the needs and desires of customers to the best of its ability, thanks to which it has received very positive reviews from customers in terms of their feelings before, during and after using the Bank's services.

The credit granting process for SMEs and additional services also meets the needs, helping to increase satisfaction and revenue for the Branch in addition to revenue from basic credit granting services.

Firstly, SHB Hoan Kiem has established a quality policy and quality objectives for each year, which serves as a basis for quality management activities during the year. The plans are also disseminated to all departments, helping employees clearly understand the work to be done and what needs to be ensured.

Second, SHB Hoan Kiem has established and applied working processes/quality standards of departments in the Branch. This is one of the methods to achieve the goals set by the Bank. In addition, the Bank has implemented the completion and improvement of the quality of technical facilities as the target. Human resource management and customer relationship management activities have brought about significant results. All employees have followed the regulations.


the program offered by the Bank. The staff is well-trained, well-united, enthusiastic and passionate about their work.

Third , inspection and control have been given more attention and are carried out by the Branch's management board more regularly. Inspection is also conducted comprehensively in all departments during the process of providing KHCN loan services to customers.

Fourth, Quality improvement work has also received more attention from the Branch's staff. Errors/problems in the service provision process have been gradually overcome.

2.4.2 Limitations and causes.

Through the study of the current status of quality management of lending services for customers at SHB Hoan Kiem, we can see that the bank has achieved many successes. However, besides the successes, the Branch also has some remaining problems. Below are some objective and subjective reasons affecting the quality of service of the Branch.

Firstly, the planning and CDLV targets are not yet suitable for the Branch's resources. Regarding the credit granting process, although the time to provide services to customers has been reduced, it has not been highly appreciated in terms of monitoring customer loan accounts. Receiving, analyzing, appraising loan applications and periodically checking customers after lending. This is because the coordination between departments in the Branch is not really perfect and flexible, causing a lot of time loss, and the resources allocated to post-disbursement activities are not yet reasonable. In addition, the Branch does not have any department to monitor the implementation time of each task/step in the process as well as penalties for violations exceeding the prescribed time, and in reality, implementation is still quite loose.

Second, the understanding of customer needs has not been implemented effectively, leading to the result that the bank has not fully grasped the needs of customers. The implementation of commitments to customers has only been completed at a relatively high level. This is because the process of periodically finding out information about customers' needs and expectations is still formal, not really in-depth, regular and continuous. In addition, the Branch does not have a department responsible for surveying customers to understand customer needs as well as measuring and evaluating the quality of customer loan services. Because of that, the quality improvement process has not really brought high efficiency, the implementation is still sporadic, not comprehensive and synchronous.

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