MINISTRY OF EDUCATION AND TRAINING
UNIVERSITY OF ECONOMIC HO CHI MINH CITY
TRAN THI THANH THAO
ASSESSMENT OF CUSTOMERS SATISFIED WITH SERVICE QUALITY AT SAI GON COMMERCIAL BANK AFTER MERGING
Specialization: Finance – Banking
Code: 60340201
MASTER THESIS OF ECONOMY
SCIENCE INSTRUCTOR:
Prof. Dr. DUONG THI BINH MINH
Maybe you are interested!
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Evaluation of customer satisfaction for service quality at Saigon Commercial Joint Stock Bank after consolidation - 2 -
The Effectiveness Of Banking Service Quality -
The Role Of Customer Satisfaction In The Development Of The Bank
Ho Chi Minh City – 2013
GUARANTEE
I hereby declare that the Master thesis “Assessment of customer satisfaction with service quality at Saigon Commercial Joint Stock Bank after consolidation” is the result of independent and rigorous study and scientific research. full. The research analysis data is collected in fact, with clear and reliable sources, processed honestly and with high objectivity.
Student
Tran Thi Thanh Thao
TABLE OF CONTENTS
Page
Side page cover
Promise
Table of contents
List of symbols and abbreviations
List of tables
List of drawings, diagrams
PREAMBLE ………………………………………… …………………………… …………….first
CHAPTER 1: THEORETICAL BASIS ON SERVICE QUALITY AND CUSTOMERS’ SATISFACTION AT COMMERCIAL BANK …………………………………5
1.1. Theoretical foundations of banking services …………………………………………………………….. ………..5
1.1.1. Service concept and features …………………………………………………………………………… ……………..5
1.1.1.1. Service concept …………………………………………………………………………… ……………………………5
1.1.1.2. Service features …………………………………………………………………………………….. …………6
1.1.2. Banking services ………………………………………. …………………………………8
1.1.2.1. Banking service concept …………………………………………………………………………………….. ……………………8
1.1.2.2. Basic features of banking services ……………………………………………………………….. ………9
1.1.2.3. Classification of banking services …………………………………………………………….. …………9
1.2. Banking service quality …………………………………………………………………………… …………14
1.2.1. The concept of quality of banking services ……………………………………………………………….. ……14
1.2.2. Characteristics of banking service quality …………………………………………………………….. ……..15
1.2.3. The effectiveness of banking service quality …………………………………………………………………………. …16
1.3. Customer Satisfaction on Banking Service Quality ………….16
1.3.1. Customer satisfaction …………………………………………………………………………… ………….16
1.3.2. The role of customer satisfaction in the development of banks. …………………………… …………17
1.3.3. Relationship between banking service quality and customer satisfaction ………………………………………………………… …………………………… …………18
1.4. Some models to measure service quality ……………………………………………………………….. ..20
1.4.1. SERVQUAL model (Parasuraman et al., 1988) ………………………………………….20
1.4.2. SERVPERF Model (Cronin and Taylor, 1992) …………………21
1.4.3. Model FSQ and TSQ (Grönross, 1984)……………………………………………………………………… ………22
1.4.4. Expectations – Perceptions Model (Oliver, 1980) ………………………………………………………… …24
1.5. Choice theory model – SERVPERF model …………………………………………24
Conclusion of chapter 1 …………………………………………………………………………… …………………………… …25
CHAPTER 2: ASSESSMENT OF CUSTOMERS’ SATISFACTION WITH SERVICE QUALITY AT SCB BANK AFTER CONSOLIDATION…………………….. …………………………… …………26
2.1. Overview of post-merger SCB …………………………………………………………………………. …………26
2.1.1. General introduction ……………………………………….. ………….26
2.1.2. The process of formation and development ……………………………………. …………….26
2.1.3. Products and services being offered …………………………………………………………….. …………27
2.2. Situation of SCB’s business activities from 2008 to 2012……..29
2.2.1. Scale growth …………………………………………………………………………… ……………………………29
2.2.2. Profit before tax………………………………………. ……………………………30
2.2.3. Current status of SCB’s products and services …………………………………………………………….. ……….thirty first
2.2.3.1. Regarding capital raising activities ……………………………………………………………………………………………………… …………………….thirty first
2.2.3.2. About credit activities …………………………………………………………………………… ……………………………thirty first
2.2.3.3. About foreign exchange business …………………………………………………………………………………… …………32
2.2.3.4. ATM card ………………………………………… ………….32
2.2.3.5. About e-banking …………………………………………………………….. ………….33
2.2.3.6. About international payment activities …………………………………………………………………………. ……………..34
2.2.3.7. Other service activities …………………………………………………………………………… ………….35
2.3. Assessment of the current status of SCB’s products and services ……………………………………………………………………..37
2.3.1. Result ………………………………………. ………….37
2.3.2. Limit ………………………………………… …………………………… ..39
2.4. Research on customer satisfaction with service quality at SCB after consolidation ………………………………………………………… …………………………… ….40
2.4.1. Research models………………………………………. ………….40
2.4.2. Research hypothesis …………………………………………………………………………… …………………………40
2.4.3. Research process ………………………………………. ……………..41
2.4.4. Survey process …………………………………………………………………………… ………….42
2.4.4.1. Questionnaire design …………………………………………………………………………… ………….42
2.4.4.2. Determining the number of samples needed …………………………………………………………………………. …………43
2.4.4.3. Scale construction ……………………………………………………………………………………. ……………………………43
2.4.5. Analysis of research results …………………………………………………………………………… ………….44
2.4.5.1. Description of the survey sample …………………………………………………………………………… ……………………………44
2.4.5.2. Checking the scale …………………………………………………………………………… ……………………………49
2.4.5.3. Correction of the research model and assumptions………………………………………….52
2.4.5.4. Testing the research model by multiple regression analysis …………52
2.5. Evaluation of customer satisfaction with service quality at SCB after consolidation ………………………………………………………… …………………………… …………57
Conclusion of chapter 2 …………………………………………………………………………… …………………………… …58
CHAPTER 3: SOME SOLUTIONS TO ENHANCE CUSTOMERS’ SATISFACTION FOR SERVICE QUALITY AT SCB AFTER Merging ………………………….. …………………………… ………….59
3.1. Development orientation and improvement of service quality of SCB …………59
3.1.1. Development orientation of SCB …………………………………………………………….. ……….59
3.1.1.1. Target ………………………………………… …………………………… .59
3.1.1.2. Content………………………………………… …………………………… .59
3.1.2. Orientation to improve service quality at SCB ……………………………………………….60
3.2. Recommendations to the Government and the State Bank …………………61
3.2.1. To the Government ……………………………………………………………………………………. ……………………………….sixty one
3.2.2. For the State Bank …………………………………………………………………….. ………………….sixty one
3.3. Recommendations for SCB ……………………………………………………………………………………….. …………62
3.3.1. Group of recommendations to improve service quality at SCB ……………………….62
3.3.2. Group of recommendations to improve customer satisfaction …………………………………………65
3.3.2.1. Recommendation group to improve reliability …………………………………………………………………………. …………65
3.3.2.2. Group of recommendations to improve responsiveness …………………………………………………… ..68
3.3.2.3. Recommendation group to improve service capacity …………………………………………………………….. ..69
3.3.2.4. Proposal group to improve empathy for customers ………….70
3.3.2.5. Group of recommendations to improve the quality of tangible vehicles …………………71
Conclusion of chapter 3 …………………………………………………………………………… …………………………… …72
CONCLUDE………………………………………… …………………………… ……….74
References
Appendix
LIST OF SIGNS, ABBREVIATIONS ONLY
1. ANOVA : Analysis of Variance – Analysis of Variance
2. ATM : Automatic Machine – Automatic teller machine
3. Banknetvn : Vietnam National Financial Switching Joint Stock Company
4. Service quality: Service quality
5. DVNH: Banking service
6. EFA : Exploratory Factor Analysis – Exploratory Factor Analysis
7. HSBC : HSBC Vietnam One Member Limited Liability Bank
8. SBV : State Bank
9. Commercial Bank: Commercial Bank
10.Sacombank : Saigon Thuong Tin Commercial Joint Stock Bank
11.Saigonbank : Saigon Commercial Joint Stock Bank for Industry and Trade
12.SCB : Saigon Commercial Joint Stock Bank
13. SPSS : Statistical Package of Social Sciences – Statistical processing software used in the social sciences
14.Sig : Significance level – Significance level
15.TCVN : Vietnamese standard
16.TMCP : Share trading
17. USD : US Dollar
18. Verisign : The company that issues digital certificates
19. VNBC : Vietnam Bank Card System
20.VND : Vietnam Dong
21. VIF : Variance Inflation Factor
22.WTO : World Trade Organization
LIST OF TABLES
Page
Table 2.1: Information and preliminary assessment of products and services used …………46
Table 2.2: Cronbach alpha coefficient of service quality components …………49
Table 2.3: Cronbach alpha coefficient of customer satisfaction …………………………………………50
Table 2.4: Table of results after 7 times of factor analysis …………………………………………51
Table 2.5: KMO test of satisfaction scale ………………………………………………. ……….52
Table 2.6: Satisfaction scale factor analysis …………………………………………………… ………..52
Table 2.7: Analysis of ANOVA in multiple regression …………………..53
Table 2.8: Statistical parameters of each variable in the equation …………54
Table 2.9: Hypothesis testing of the model ………………………………………………………… …………55
Table 2.10: Assessment of customer satisfaction …………………………………………………………… ………57
LIST OF DRAWINGS, CHARGERS
Page
PICTURE
Figure 1.1: SERVQUAL model …………………………………………………………….. ……………………………20
Figure 1.2: SERVPERF model …………………………………………………………………………… …………22
Figure 1.3: Model of FSQ and TSQ …………………………………………………………………………. ……………..23
Figure 1.4: Expectations – Perceptions model …………………………………………………………… …………24
Figure 2.1: Research model …………………………………………………………….. ……………………………40
Figure 2.2: Research process …………………………………………………………….. …………42
CHART
Figure 2.1: Scale growth …………………………………………………………………. ……………..30
Figure 2.2: Profit before tax …………………………………………………………….. …………30
Figure 2.3: Revenue from foreign exchange business …………………………………………………………… .32
Figure 2.4: ATM card number …………………………………………………………….. ………….33
Figure 2.5: Sales of e-banking transactions ………………………………………………………… ………34
Figure 2.6: Sales of international payments …………………………………………………………………………. …….35
Figure 2.7: Foreign exchange trading volume …………………………………………………… ..36
Figure 2.8: Revenue from treasury services …………………………………………………… …………36
Figure 2.9: Turnover of investment activities …………………………………………………………………………. …………37
Figure 2.10: Gender …………………………………………………………………. ……………………….44
Figure 2.11: Age ……………………………………………………………………… …………………………… 44
Figure 2.12: Customers …………………………………………………………….. …………45
Figure 2.13: Trading time …………………………………………………………………………. ……………..45
Figure 2.14: Income of customers ……………………………………………………………………………………….. …………45
Figure 2.15: Average Trust Score …………………………………………………………… …………47
Figure 2.16: Average Score Response……………………………………………………………………… …………47
Figure 2.17: Average score Service capacity ………………………………………………. ………..48
Figure 2.18: Average Score of Empathy……………………………………………………………………… …………48
Figure 2.19: Average Score of Tangibles………………………………………………………. …..48
PREAMBLE
1. Reasons for choosing the topic
Since joining the World Trade Organization (WTO), the banking system in our country has begun to develop strongly in both quantity and quality, especially with the massive entry of foreign banks. Commercial banks in Vietnam face many challenges, especially the deepening competition. Bringing satisfaction to customers and taking care of customers in an increasingly fierce competitive environment plays an important role in increasing the competitive strength, profit, market share and reputation of the bank. In order to achieve customer satisfaction, service quality is a key factor, considered a strategic weapon, the best way to attract new customers and retain old customers.
Especially, Saigon Commercial Joint Stock Bank is the first bank to consolidate (from three banks: Saigon Commercial Joint Stock Bank (SCB), De Nhat Commercial Joint Stock Bank (Ficombank), Vietnam Tin Nghia Commercial Joint Stock Bank (TinNghiaBank)) in Vietnam, officially put into operation on January 1, 2012. Therefore, bringing satisfaction and trust to customers for SCB is extremely important. As the first consolidated bank in Vietnam, before the official consolidation, all three banks fell into illiquidity due to customers’ massive withdrawals, customers’ trust in the three banks. significant losses. This has adversely affected the business performance, image and reputation of SCB in the market after the consolidation. In addition, there are differences and differences in working environment, professional qualifications, management methods, organizational structure, products and services, etc. between the three banks before the consolidation, leading to customer satisfaction. There is a change in service quality of SCB after the consolidation. Thus, how to bring satisfaction to customers is always an issue that SCB cares about and tries to implement. Therefore, I choose the topic “Assessment of customer satisfaction with service quality at Saigon Commercial Joint Stock Bank after consolidation” as a research topic for my master’s thesis to understand the level of customer satisfaction. customer satisfaction with the service quality of SCB after the consolidation as well as the factors affecting customer satisfaction so that it can best meet the needs of customers.
2. Objectives of the study
– Find out the theoretical basis of customer satisfaction with the service quality of commercial banks.
– Analyze the current status of service quality at Saigon Commercial Joint Stock Bank after the merger to find out the strengths and limitations in the process of providing services to customers.
– Determine the service quality components and measure the impact of service quality components on the satisfaction of customers who are transacting at Saigon Commercial Joint Stock Bank after the consolidation.
– Evaluation of customer satisfaction with service quality at Saigon Commercial Joint Stock Bank after consolidation.
– Based on the research results and the current status of service quality of Saigon Commercial Joint Stock Bank after the merger, to propose some solutions to improve customer satisfaction with service quality at Joint Stock Commercial Bank. Saigon after the merger.
3. Research object
Research object: Customer satisfaction about service quality.
Sample size: it is expected that 300 customers have been transacting at Saigon Commercial Joint Stock Bank.
4. Research scope
– Scope of research: this study is conducted with all products and services that Saigon Commercial Joint Stock Bank after the consolidation is providing to customers in Ho Chi Minh City.
– Research period: from January 1, 2012 is the day Saigon Commercial Joint Stock Bank officially came into operation after merging from three banks: Saigon Commercial Joint Stock Bank (SCB), First Commercial Joint Stock Bank (SCB) Ficombank), Vietnam Tin Nghia Commercial Joint Stock Bank (TinNghiaBank) until September 15, 2013.
5. Research methods and procedures
Research combining qualitative and quantitative is carried out in two steps:
Step 1: Preliminary research
– Implemented with qualitative method by discussing and consulting experts in the banking sector on the scales used to measure service quality. From there, adjust the scales to suit the research model.
– Develop a survey questionnaire and conduct trial interviews with ten (10) customers in a convenient random sampling way to get customers’ opinions on the presentation of the questions, the writing style, the relevant terminology. clear, easy to understand for customers or not. From there, a formal questionnaire for formal research was developed.
Step 1: Formal Research
– Formal research is carried out with an expected sample size of 300 through face-to-face customer interviews and online interviews with pre-designed questionnaires.
– After removing invalid answer sheets, the remaining number will be used for processing and synthesis based on statistical software SPSS version 16.
– Collected data will undergo EFA exploratory factor analysis to aggregate data; check Cronbach’s Alpha reliability coefficient to ensure the reliability of the scale; multiple regression analysis to determine which quality component has an effect on satisfaction and the extent of that component’s influence; perform T-tests; ANOVA analysis to see if there is a difference in the evaluation of service quality components between customer groups divided by customer type (individuals, businesses).
6. Meaning of the research topic
– Through the theoretical basis, the author chooses a research model that has been tested by previous studies as a model suitable for applied research on assessing customer satisfaction for service quality. at SCB.
– Determining the factors affecting the level of customer satisfaction about service quality at SCB.
– Assess the current level of customer satisfaction with service quality at SCB so that SCB can make appropriate improvements to improve the bank’s operational efficiency and help customers feel satisfied every time they come. Bank.
– Research results are the basis for the implementation of new products and services to meet the needs of customers.
7. New point of the topic
SCB is the first consolidated bank in Vietnam. Therefore, this study measures customer satisfaction for all products and services that Saigon Commercial Joint Stock Bank after the consolidation is providing to customers in Ho Chi Minh City.
8. Research structure of the topic
Chapter 1: Theoretical basis of service quality and customer satisfaction at commercial banks.
Chapter 2: Evaluation of customer satisfaction with service quality at Saigon Commercial Joint Stock Bank after consolidation.
Chapter 3: Some solutions to improve customer satisfaction for service quality at Saigon Commercial Joint Stock Bank after the merger.