# Customer's Assessment Of Service Quality Factors For  Individual Customers  At National Commercial Joint Stock Bank , Hue Branch

- Check the fit of the model

The next step in regression analysis is to perform the F test on the fit of the regression model, to see if the dependent variable is linearly related to all the independent variables.

Hypothesis testing:

H0: The linear regression model is not suitable (ß1 = ß2 = ß3 = ß4) Hi: The linear regression model is suitable (exists at least ßi # 0) We have Sig. of F = 0.00 < 0.05, so the null hypothesis H0 . is rejected

Table 2.14: Test of the fit of the regression model.

 Paradigm CHEAP R2 R2 adjustable Standard error of the estimate Durbin-Watson first 0.744 0.553 0.539 0.67893804 1,713

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Source: Data processing using SPSS

- Check the fit of the model

The next step in regression analysis is to perform the F test on the fit of the regression model, to see if the dependent variable is linearly related to all the independent variables.

Hypothesis testing:

H0: The linear regression model is not suitable (ß1 = 2 = 3 = ß4) Hi: The linear regression model is suitable (exists at least i # 0)

I have Sig. of F = 0.00 < 0.05, so the null hypothesis H0 . is rejected

Table 2.14: Test of the fit of the regression model

 Paradigm Total square variance DF The square of the sum of the variances F Sig significance level. Paradigm regression 71,380 4 17.845 38,713 0.000 Surplus 57,620 125 0.461 total 129,000 won 129

Source: Data processing using SPSS

From Table 2.14, we see that Sig. of F = 0.00 < 0.05 from which it can be concluded that the linear regression model is suitable for the population.

Thus, this means that the combination of variables present in the model can explain the change in the dependent variable, or in other words, at least one independent variable affects the dependent variable.

On the other hand, the regression model does not violate the phenomenon of multicollinearity due to the VIP exaggeration coefficient of the variables (VIP < 10) and no correlation because the Durbin - Watson test = 1,713 is in the acceptable range ( 1.6 to 2.6). In addition, the correlation coefficient test below shows that the test results for all factors give Sig results. < 0.05. Therefore, there is enough statistical evidence to reject hypothesis H0 for these factors or the hypothesis Hi is accepted at the significance level of 95%.

- Results of regression analysis and the importance of each factor

Table 2.15: Results of multivariable regression analysis

 Paradigm Unnormalized coefficients Normalization coefficient t Sig. REMOVE Standard error Beta Constant -3,148E-016 0.60 0.000 1,000 NLPV 0.320 0.60 0.320 5,353 0.00 DU 0.426 0.60 0.426 7.132 0.00 TC 0.433 0.60 0.433 7,249 0.00 PTH 0.285 0.60 0.285 4.773 0.00

Source: Data processing using SPSS

Based on Table 2.15, we see the Sig value. of all independent variables are less than 0.05 (enough basis to reject hypothesis H0). Therefore, it can be concluded that, customer satisfaction about the quality of science and technology loans at NCB - Hue is affected by the following factors: Service capacity, Level of response, Reliability, Method tangible convenience.

The general regression equation of the model is known as follows:

HL = 0.320*NLPV + 0.426*DU + 0.433*TC + 0.285*PTTH

Based on the above regression model, we see that the coefficient 1 = 0.320 means that when the service capacity factor changes by 1 unit while other factors remain unchanged, it makes customer satisfaction about service quality. Science and technology loans at the Bank also fluctuated in the same direction of 0.320 units.

For the Responsiveness factor with coefficient 2 = 0.426, when this factor changes by 1 unit, customer satisfaction about the quality of science and technology lending services at the Bank also fluctuates in the same direction as 0.426 units. under the condition that other factors remain unchanged.

For the factor Reliability has coefficient 3 = 0.433, when this factor changes by 1 unit, it makes customer satisfaction about loan service quality. science and technology at the Bank also fluctuates in the same direction as 0.433 units. under the condition that other factors remain unchanged.

Finally, the factor of Tangibles has a coefficient of 4 = 0.285, when this factor changes by 1 unit, customer satisfaction about the quality of science and technology lending services at the Bank also fluctuates in the same direction as 0.285 units. position, other factors remaining unchanged.

The above equation shows that the higher the factors of Service Capacity, Responsiveness, Reliability, and Tangibles, the higher the customer satisfaction about the quality of science and technology lending services at NCB-Hue. greater. In which, the Reliability component has the strongest impact on customer satisfaction about the quality of science and technology lending services, followed by the Bank's responsiveness to customers. Next is the service capacity of employees to customers. And finally, the Bank's tangible means for customers.

2.2.3. Customer's assessment of service quality factors for individual customers at National Commercial Joint Stock Bank, Hue branch

The assessment of science and technology for 5 factors affecting the quality of science and technology lending services at National Commercial Joint Stock Bank Hue branch is presented as follows:

Table 2.16: Customer's assessment of factors affecting the quality of personal loan services

 Targets Degree evaluation Values are average first 2 3 4 5 Tangible Media 1. Bank has a location convenient transaction location 0.0 3.10 23.8 44.6 28.5 3.98 2. Bank has facilities and equipment 0.0 3.8 21.5 54.6 20.0 3,907 3. Banks arrange counters transaction , reasonable and convenient signs 0.0 3.1 23.8 53.1 20.0 3.90 4. Bank staff have neat and polite clothes of 0.0 4.6 19.2 59.2 16.9 3.88 Service capabilities 1. The bank promptly and fully responds to the loan amount . 0.0 6.9 17.7 43.8 31.5 4.00 2. Credit officers handle fast loan procedures quickly 0.0 6.9 25.4 55.4 12.3 3.73 3. Credit staff answer all your questions enthusiastically, fully 0.0 2.3 26.9 47.7 23.1 3.915 4. Credit staff fully knowledgeable about the product 0.0 6.2 24.6 45.4 23.8 3,869
 and Banking services 5. The bank has a hotline serving 24/7 0.0 3.8 30.0 50.0 16.2 3.78 Level of confidence 1. The bank performs the loan service as committed 0.0 4.6 17.7 49.2 28.5 4.015 2. The bank builds trust and peace of mind for you . 0.0 5.4 20.0 44.6 30.0 3.99 3. The credit officer executes the transaction correctly 0.0 4.6 21.5 54.6 19.2 3.88 4. Credit officers protect your personal information well 0.0 4.6 20.8 50.0 24.6 3.946 5. Bank satisfactorily resolved complaints of Britain (sister) in a deal worth 0.0 2.3 20.8 45.4 31.5 4.06 Ability to meet 1. Simple and clear loan process and procedures 0.8 3.8 32.3 49.2 13.8 3.715 2. Flexible and suitable loan terms and conditions 0.8 4.6 25.4 53.8 15.4 3.78 3. Time to review documents, disburse quickly and timely 0.0 4.6 26.2 48.5 20.8 3.85 4. Credit officers provide full information about personal loan services 0.0 6.2 23.8 45.4 24.6 3.88 5. Lending rates and service charges are reasonable and edge paintings 0.0 3.8 26.9 54.6 14.6 3.80 Level of sympathy 1. Credit officers are always interested in the needs and purposes of using your capital . 0.0 2.3 31.5 48.5 17.7 3,815 2. Bank staff provide fair service to all customers when they come to the transaction 0.0 2.3 33.8 50.0 13.8 3.75 3. You don't have to wait wait too long to be served 0.0 3.1 27.7 58.5 10.8 3.769 4. The bank always puts your interests first 0.0 2.3 20.8 50.0 26.9 4.015 5. Bank shows interest in you 0.0 3.8 30.0 59.2 6.9 3,692
 like sending Tet wishes, happy birthday…. Satisfaction 1. In general, you are satisfied with the quality of the Bank's personal loan service 0.0 3.8 23.1 46.9 26.2 3.95 2. In the future, He (she) will continue to use the service for personal loans to customers of Bank customers 0.0 4.6 23.1 56.2 16.2 3.84 3. Would you recommend the Bank's personal loan service to others? 0.0 4.6 29.2 53.8 12.3 3.74

Source: Data processing using SPSS

Note: Rating: (1) Totally disagree; (2) Disagree; (3) Neutrality; (4) Agree; (5) Totally agree

Table 2.16 shows that customers evaluate the factors affecting the quality of science and technology lending services at NCB-Hue as follows:

- Tangible Media Factor

Through the results of the customer interview survey, the tangible media factor has a relatively high rate of opinions reaching to agree. Specifically, customers almost agree on the criterion of "Banks with convenient transaction locations" with an average price of 3.98. The remaining criteria such as "The bank has modern facilities and equipment", "The bank arranges transaction counters, reasonable and convenient signs", "Bank staff have neat clothes. neat, polite” has the average value of 3,907, respectively; 3.90 and 3.88 show that customers agree with the above criteria, but the level of agreement is not high.

- Service Capacity Factor

Based on the customer's assessment, it can be seen that the customer has a fairly good assessment of the service capacity factor that NCB-Hue Bank specifically gives:

Customers agree at a high level in the criterion "The bank responds promptly and fully to your loan amount" with an average value of 4.00. This shows that the Bank is operating effectively and is ready to fully meet the loan amount desired by the customer.

In addition, the customer quite agreed with some criteria such as: "The credit officer handles the loan procedure quickly", "The credit officer answers all your questions enthusiastically and fully. enough", "The credit officer has full knowledge of banking products and services", "The bank has a 24/7 hotline" with an average value of 3.73 respectively; 3,915; 3,869 and 3.78. Thus, in order to improve the quality of lending services for science and technology and compete with other banks in the area, the Bank needs to promote and improve the quality of its credit staff to be able to serve customers efficiently. best way.

- Reliability Factor

Customers rated quite well the reliability factor of NCB-Hue Bank. Specifically:

Customers strongly agree with the criterion "The bank performs the loan service as committed" and the criterion "The bank satisfactorily resolves your complaints" with the average value. are 4.015 and 4.06 respectively. This shows that the Bank always serves the customer according to the customer's requirements, ensuring the loan performance in accordance with the commitments that the Bank makes. In addition, the Bank always shows its interest to the Customer in resolving the customer's complaints about the services provided by the Bank.

And some criteria such as: "The bank creates trust and peace of mind for you", "The credit officer executes the transaction correctly", "The credit officer keeps personal information confidential". of good brother or sister” has the average value of 3.99, respectively; 3.88 and 3,946 were rated quite well by customers but still not the best. That shows that the Bank needs to improve its reputation further, and provide professional training for credit staff.

- Responsiveness Factor

According to the survey results, there are 2 criteria, "Simple and clear loan process and procedures" and "Flexible and suitable loan terms and conditions" with a very low rate of opinions. agree is 0.8%, although this rating rate is not high, it shows that the Bank needs to overcome and focus on these two criteria in the future. Banks should simplify lending procedures and apply lending conditions flexibly.

- Factor Level of sympathy

Survey results show that customers feel good about the level of sympathy of NCB-Hue Bank. Specifically:

Customers strongly agree with the criterion "The bank always puts your interests first" with the average value of 4,015. It shows that the Bank always takes the interests of customers as the focus in the Bank's operations.

Surveyed customers rated quite well with the criteria "Credit staff are always interested in the needs and purposes of using your capital", "Bank employees serve all customers fairly. customers when they come to the transaction”, you do not have to wait too long to be served” and “The bank shows its interest in you such as sending Tet wishes, happy birthday….” with the mean value of 3,815, respectively; 3.75; 3,769 and 3,692. Through the above evaluations, it shows that the Bank always knows how to care about customers, this is a sustainable competitive advantage and helps the Bank retain customers, creating customer loyalty to the Bank.

Date published: 12/11/2021