UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business Le Thi Diem Ngan SERVICE CONVENIENCE AND CUSTOMER SATISFACTION IN VIETNAMESE BANKING SECTOR MASTER OF BUSINESS Ho Chi Minh City – Year 2014 ii UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business Le Thi Diem Ngan SERVICE CONVENIENCE AND CUSTOMER SATISFACTION IN VIETNAMESE BANKING SECTOR ID: 22120058 Master of Business – MBUS 3.2 Supervisor: Assoc Prof Le Nguyen Hau Ho Chi Minh City – Year 2014 Abstract In this era of mature and intense competitive pressures, how to maintain current customers and attract new customers has become a critical problem for firms It is especially true in banking sector, where going along with the open market policy, many internationals banks have come to operate In this circumstance, increasing customer satisfaction has become an important strategy for many banks Besides impact of the traditional factor is service quality, there is also the impact of service convenience on customer satisfaction Purpose – The main purpose of this study is to examine the relationship between service convenience and customer satisfaction in Vietnamese banking sectors This study also considers the affect of each dimension of service convenience on customer satisfaction Method – Research data was collected from 201 retail banking customers A five point Likert scale was used to measure five items of service convenience – which include decision convenience, access convenience, transaction convenience, benefit convenience, post-benefit convenience; and customer satisfaction Findings – The research indicates that service convenience is the most important factor that affect to customer satisfaction in banking field Decision convenience, access convenience, performance convenience, and post- benefit convenience are four components of service convenience in Vietnamese banking sector All these components have positive impact on customer satisfaction with different intensity Post-benefit convenience has a strongest affect to customer satisfaction while decision convenience has a weakest affect in compare to others factors These effects are also different between groups of customers Research limitations – This study ignores the impact of other factors on customer satisfaction such as service quality, price … Just a specific retail retail banking customers are interviewed is another limitation of the study Practical implication – Each stage on consumption process can please customers differently Banks should pay attention to them to design services and invest resources ii CONTENTS CHAPTER INTRODUCTION 1.1 Research background 1.2 Research problem 1.3 Research objective 1.4 Research questions 1.5 Research scope 1.6 Structure of the thesis CHAPTER LITERATURE REVIEW, HYPOTHESES AND CONCEPTUAL MODEL 2.1 Theoretical background 2.1.1 Service convenience 2.1.2 Service convenience in banking industry 2.1.3 Customer satisfaction 2.1.4 The relationship between service convenience and customer satisfaction 2.2 Research model and hypotheses 10 2.2.1 Service convenience construct 10 2.2.2 Research model 13 CHAPTER RESEARCH METHODOLOGY 15 3.1 Research process 15 3.2 Measurement 16 3.2.1 Measurement of service convenience 17 3.2.2 Measurement of customer satisfaction 18 3.3 Draft questionnaire 19 3.4 Pilot study 19 3.5 Sample selection 20 3.6 Data analysis method 21 CHAPTER DATA ANALYSIS AND RESULTS 23 4.1 Descriptive analysis 23 4.1.1 Respondents’ demographics 23 4.1.2 Descriptive statistics 24 4.2 Reliability analysis 26 iii 4.3 Testing unidimensionality 27 4.4 Measurement model test 27 4.5 Regression analysis 31 4.6 Exploring the effect of demographic variables 34 4.7 Discussion 36 CHAPTER CONCLUSION 39 5.1 Findings and conclusions 39 5.2 Managerial implication 40 5.3 Limitations and suggestion 41 References 43 Appendix 1: Questionnaire Appendix 2: Testing the unidimensionality Appendix 3: EFA Appendix 4: Chart of testing regression hypothesis Appendix 5: Testing the effect of demographic variables iv LIST OF TABLES Table 1.1 Some statistic about Vietnamese banking sector Table 3.1 Items used for measuring service convenience in banking sector 17 Table 4.1 Respondents’ characteristics 23 Table 4.2 Item descriptive statistics 25 Table 4.3 Internal reliability for each construct 26 Table 4.4 Factor loading for independent variables 28 Table 4.5 Factor loading for dependent variable 30 Table 4.6 Factor correlation matrix 30 Table 4.7 Model Summary 32 Table 4.8 ANOVA 33 Table 4.9 Coefficients 33 Table 4.10 Groups for testing the effect of demographic variables 34 v LIST OF FIGURES Figure 2.1 Model of service convenience’s dimensions and customer satisfaction 13 Figure 3.1 Research process 16 Figure 4.1 The revised research model 31 CHAPTER INTRODUCTION The aim of this chapter is providing a general view of the research The chapter begins with the introductory background and research problem which include the overview of Vietnamese banking sector, the importance of customer satisfaction and reasons for this research Then, the research objective and research questions are identified Research scope and thesis structure are also outlined 1.1 Research background In the recent years, going along with the development of the economy, the financial sector has also made significant growth This would expect to witness increased competitiveness, diversification The open market policy for foreign financial institutions to operate in Vietnam also makes the competition tougher Banks must pay attention to search for the method to enhance customer satisfaction, then to retain their current customers as well as attract new customers For better understanding the main concern of customers, researchers should stand in customer’s view point to search for the solution Whenever using a service, customer must sacrifice money, time, and effort Set aside the amount of money being paid by the customer, time and effort contributed by customer are captured under the construct of service convenience (Berry, Seiders, & Grewal, 2002) In order to achieve successful and create a competitive advantage for firm, listening closely to customers' considerations is also recommended This can be achieved by identifying the most important stage of using process in which to invest and using those investments to satisfy customers Previous studies have made to solve this problem in other service industries or in other countries Kaura (2013) suggested that both service quality and service convenience have positive impact on customer satisfaction, and this impact is different between private and public sector based on a study in India banking sector “Interest rates, fee structures and a variety of financial services and products rank far behind convenience and customer service when consumers are choosing a primary bank” (Colman, 2004, p 11) After a statistical analysis in Chinese chain restaurant, Kuo-Chien, Mu-Chen, Chia-Lin, Kuo, and Nien-Te (2010) found out the effect of service convenience on customers' post-purchasing behaviors However, there are still so few studies about this aspect in Vietnamese banking sector 1.2 Research problem Banking industry is the vital part of the financial system which the main mission are attracting deposits and providing credits for the economy, supply services and booting the economic development Before the revolution in 1986, the Vietnamese economy in general and the banking system in particular were all under the moderator of government The Sate Bank of Vietnam operated as both a state bank and a commercial bank Since 1986, a campaign namely “Doi Moi” was launched to promote the economy to become more open and market-oriented That was the reason for the transformation of the banking system as well The reform of the economy was started from May 1990 with two important decrees: one was the Decree on the State Bank of Vietnam, and the other was the Decree on Banks, Credit cooperative and Financial companies These decrees made an important transformation of the Vietnamese banking system The State Bank of Vietnam from now on acted as a central bank, while others banks and financial companies can operate other commercial banking activities independently (Ngo, 2012) Since this reform until now, the Vietnamese banking sector has made a significant development There was a growth not only in the number of banking institution but also the domestic credit provide for the economy, the number of transaction payment, and banking customers With 15.7% GDP in 1992, the domestic credit provided by the financial sector has reach 108.2% GDP in 2013 (World Bank, 2014) It means the banking system has played a vital role in the economic development and growth The table below provides some brief statistic about Vietnamese banking sector It implies the expanding of financial and banking sector in recent years to residents Table 1.1 Some statistic about Vietnamese banking sector Year Commercial bank branches (per 100,000 adults) Commercial bank branches (per 1000 km2) ATMs (per 100,000 adults) ATMs (per 1,000 km2) Depositors accounts with commercial banks (per 1,000 adults) Loan accounts with commercial banks (per 1,000 adults) Outstanding deposits with commercial banks as percent of GDP Outstanding loans from commercial banks as percent of GDP 2004 0.39 2007 1.30 2010 2.47 2013 2.49 0.07 0.02 0.00 0.27 0.22 0.04 0.55 0.55 0.12 116.87 0.60 0.78 0.19 143.83 3.82 4.08 3.60 11.94 20.88 19.59 1.16 7.25 11.13 4.43 Source: IMF, 2014 After the US-Vietnam Bilateral Trade Agreement in 2001 and Viet Nam became an official member of WTO in 2007, many foreign banks were granted licenses to operate in Vietnam The presence of 49 branches of foreign banks, 100 foreign-owned banks and 49 domestic banks enhance the competitive pressure in the banking sector Based on a survey of MCG Management Consulting Ltd (2006) on Vietnamese banking customer reactions, half of customers may leave from Vietnamese banks to foreign bank Despite of the advantage on customers trust and cultural links, there are many reasons for this switch such as: professionalism, interest rate level, service quality, accessibility… then, banks have no option than to improve efficiency In a competitive market place, customer satisfaction is seen as a key to long term success of any organization, and banks in particular Most of banks products and service are easy to duplicate Therefore, customer satisfaction is potentially an effective tool that banks can use to gain a strategic advantage and survive in today’s ever-increasing banking competitive environment (Kumar & Gangal, 2011) Researchers have found that customer satisfaction has a measurable impact on purchase intentions (Carter, as cited in Mandal & Bhattacharya, 2013), on customer retention (Voss & Voss, as cited in Mandal & Component Total 2.717 515 412 357 Total Variance Explained Initial Eigenvalues Extraction Sums of Squared Loadings % of Cumulative Total % of Cumulative Variance % Variance % 67.916 12.872 10.292 8.921 67.916 80.787 91.079 100.000 2.717 67.916 67.916 Extraction Method: Principal Component Analysis Component Matrixa Component Transaction2 849 Transaction3 830 Transaction1 821 Transaction4 795 Extraction Method: Principal Component Analysis a components extracted  Run Factor Analysis for Benefit KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy Approx Chi-Square Bartlett's Test of df Sphericity Sig .809 287.986 000 Total Variance Explained Component Initial Eigenvalues Extraction Sums of Squared Loadings Total % of Variance Cumulative % Total % of Variance Cumulative % 2.655 502 473 370 66.380 12.545 11.813 9.262 66.380 2.655 78.926 90.738 100.000 Extraction Method: Principal Component Analysis 66.380 66.380 Component Matrixa Component Benefit2 845 Benefit3 826 Benefit1 802 Benefit4 785 Extraction Method: Principal Component Analysis a components extracted  Run Factor Analysis for Post-benefit KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy Approx Chi-Square Bartlett's Test of df Sphericity Sig .686 234.697 000 Total Variance Explained Componen Initial Eigenvalues Extraction Sums of Squared Loadings t Total % of Cumulative Total % of Cumulative Variance % Variance % 2.231 74.375 74.375 2.231 74.375 74.375 487 16.248 90.623 281 9.377 100.000 Extraction Method: Principal Component Analysis Component Matrixa Component Postben1 907 Postben2 846 Postben3 833 Extraction Method: Principal Component Analysis a components extracted  Run Factor Analysis for Satisfaction KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy Approx Chi-Square Bartlett's Test of df Sphericity Sig Componen t 728 243.630 000 Total Variance Explained Initial Eigenvalues Extraction Sums of Squared Loadings Total % of Cumulative Variance % 2.283 76.095 76.095 380 12.672 88.767 337 11.233 100.000 Extraction Method: Principal Component Analysis Component Matrixa Component satisfaction1 879 satisfaction2 875 satisfaction3 863 Extraction Method: Principal Component Analysis a components extracted Total 2.283 % of Cumulative Variance % 76.095 76.095 APPENDIX 3- EFA  Run factor analysis for all independent variables KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy Approx Chi-Square Bartlett's Test of df Sphericity Sig .930 2273.134 231 000 Total Variance Explained Factor Initial Eigenvalues Total 10 11 12 13 14 15 16 17 18 19 20 21 22 9.690 1.332 1.170 1.033 953 809 738 698 606 576 543 508 466 442 387 375 356 350 314 242 224 189 % of Variance 44.045 6.055 5.316 4.696 4.332 3.675 3.356 3.173 2.756 2.619 2.469 2.309 2.116 2.007 1.757 1.703 1.619 1.590 1.425 1.100 1.020 861 Extraction Sums of Squared Loadings Cumulative % Total 44.045 9.232 50.100 875 55.416 705 60.111 623 64.444 68.119 71.475 74.648 77.405 80.024 82.493 84.802 86.918 88.926 90.683 92.385 94.004 95.594 97.019 98.119 99.139 100.000 % of Variance 41.963 3.977 3.206 2.831 Cumulative % Rotation Sums of Squared Loadingsa Total 41.963 45.940 49.146 51.977 Extraction Method: Principal Axis Factoring a When factors are correlated, sums of squared loadings cannot be added to obtain a total variance 7.783 6.829 6.636 7.082 Pattern Matrixa Factor Transaction1 Transaction4 Transaction3 Transaction2 Benefit2 Benefit1 Benefit3 Decision4 Decision2 Decision5 Decision3 Decision1 Access1 Access2 Access4 Access5 Access6 Access3 Postben1 Postben2 Postben3 Benefit4 841 749 744 680 658 457 441 -.066 015 028 045 156 -.072 177 -.024 111 044 070 -.162 155 -.040 360 -.001 -.059 036 145 -.040 128 010 850 655 625 565 391 092 -.248 137 065 146 141 -.018 -.006 032 186 123 -.045 -.014 100 008 090 -.080 036 -.090 117 077 -.050 792 698 591 432 337 322 089 -.034 180 -.101 -.237 067 013 -.108 179 096 415 -.029 172 -.066 009 -.028 -.061 146 055 017 160 101 935 681 621 378 Extraction Method: Principal Axis Factoring Rotation Method: Promax with Kaiser Normalization a Rotation converged in iterations  Run factor analysis after deleting Benefit4: KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy Approx Chi-Square Bartlett's Test of df Sphericity Sig .927 2108.902 210 000 Total Variance Explained Factor Initial Eigenvalues Total 10 11 12 13 14 15 16 17 18 19 20 21 % of Variance 9.166 1.314 1.167 1.006 953 809 730 695 591 562 522 491 448 441 382 362 355 316 260 239 191 Extraction Sums of Squared Loadings Cumulative % 43.645 6.258 5.557 4.788 4.539 3.850 3.477 3.308 2.813 2.678 2.486 2.340 2.135 2.100 1.821 1.725 1.688 1.506 1.239 1.138 907 Total % of Variance 43.645 8.707 49.904 861 55.461 714 60.249 600 64.788 68.638 72.114 75.423 78.236 80.914 83.400 85.741 87.876 89.976 91.796 93.522 95.210 96.716 97.955 99.093 100.000 41.460 4.098 3.401 2.855 Cumulative % Rotation Sums of Squared Loadingsa Total 41.460 45.558 48.960 51.815 Extraction Method: Principal Axis Factoring a When factors are correlated, sums of squared loadings cannot be added to obtain a total variance Pattern Matrixa Factor Transaction1 Transaction4 Transaction3 Transaction2 Benefit2 Benefit3 Benefit1 Decision4 Decision2 Decision5 Decision3 Decision1 Access1 Access2 822 751 734 677 671 463 459 -.062 029 032 050 156 -.084 181 003 -.046 044 147 -.023 033 135 838 653 626 563 393 065 -.244 114 -.048 -.006 091 -.019 -.111 080 042 -.085 096 069 -.058 836 683 -.218 056 004 -.100 182 411 097 -.025 160 -.045 017 -.019 -.081 146 7.300 6.413 6.560 6.398 Access4 Access5 Access6 Access3 Postben1 Postben2 Postben3 -.021 114 044 068 -.148 182 -.013 124 058 141 133 004 020 042 044 012 142 075 959 646 554 606 437 356 351 051 -.041 209 Extraction Method: Principal Axis Factoring Rotation Method: Promax with Kaiser Normalization a Rotation converged in iterations  Run factor analysis after deleting Benefit3: KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy Approx Chi-Square Bartlett's Test of df Sphericity Sig .921 1956.220 190 000 Total Variance Explained Factor Initial Eigenvalues Total 10 11 12 13 14 15 16 17 18 8.684 1.260 1.166 978 934 785 729 682 588 552 514 491 446 441 378 356 319 261 % of Variance 43.420 6.299 5.832 4.888 4.670 3.925 3.643 3.408 2.939 2.762 2.570 2.457 2.228 2.204 1.891 1.780 1.595 1.304 Extraction Sums of Squared Loadings Cumulative % Total 43.420 8.223 49.719 819 55.552 711 60.440 580 65.110 69.035 72.678 76.086 79.025 81.787 84.357 86.815 89.043 91.247 93.138 94.918 96.513 97.817 % of Variance 41.115 4.096 3.556 2.898 Cumulative % 41.115 45.211 48.767 51.665 Rotation Sums of Squared Loadingsa Total 6.819 6.137 6.388 5.922 19 20 243 194 1.213 970 99.030 100.000 Extraction Method: Principal Axis Factoring a When factors are correlated, sums of squared loadings cannot be added to obtain a total variance Pattern Matrixa Factor Transaction1 Transaction4 Transaction3 Transaction2 Benefit2 Benefit1 Decision4 Decision2 Decision5 Decision3 Decision1 Access1 Access2 Access4 Access5 Access3 Access6 Postben1 Postben2 Postben3 825 766 733 675 643 446 -.076 035 039 051 186 -.098 174 -.023 127 077 056 -.127 199 001 -.002 -.051 045 145 -.008 142 851 653 622 563 384 061 -.241 123 051 130 139 013 024 046 079 -.080 -.019 089 010 098 073 -.086 078 076 -.127 874 696 616 413 331 323 026 -.082 195 -.178 082 018 -.094 159 081 -.060 154 -.030 008 042 -.106 131 032 031 090 164 956 668 549 Extraction Method: Principal Axis Factoring Rotation Method: Promax with Kaiser Normalization a Rotation converged in iterations  Run factor analysis after deleting Access6: KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy Approx Chi-Square Bartlett's Test of df Sphericity Sig .916 1864.219 171 000 Total Variance Explained Factor Initial Eigenvalues Total 10 11 12 13 14 15 16 17 18 19 % of Variance 8.332 1.249 1.160 974 899 753 722 612 566 546 512 466 443 385 360 321 261 244 194 Extraction Sums of Squared Loadings Cumulative % 43.854 6.573 6.104 5.128 4.732 3.966 3.800 3.220 2.979 2.872 2.696 2.454 2.332 2.026 1.895 1.691 1.375 1.282 1.023 Total % of Variance 43.854 7.879 50.427 812 56.531 705 61.659 576 66.391 70.357 74.157 77.377 80.356 83.227 85.923 88.376 90.708 92.734 94.629 96.320 97.695 98.977 100.000 41.470 4.273 3.713 3.030 Cumulative % Rotation Sums of Squared Loadingsa Total 41.470 45.743 49.455 52.485 Extraction Method: Principal Axis Factoring a When factors are correlated, sums of squared loadings cannot be added to obtain a total variance Pattern Matrixa Factor Transaction1 Transaction4 Transaction3 Transaction2 Benefit2 Benefit1 Decision4 Decision2 Decision5 Decision3 Decision1 Access1 Access2 Access4 Access5 Access3 847 747 735 660 627 441 -.081 030 060 039 204 -.092 178 -.016 127 091 003 -.051 047 142 -.010 142 847 646 617 559 385 068 -.229 128 055 135 050 -.062 -.026 106 028 102 084 -.077 055 096 -.150 861 677 600 406 306 -.181 089 020 -.086 166 086 -.055 159 -.026 014 039 -.096 141 042 038 096 6.569 5.845 5.961 5.666 Postben1 Postben2 Postben3 -.125 207 -.015 019 031 045 024 -.094 204 949 660 564 Extraction Method: Principal Axis Factoring Rotation Method: Promax with Kaiser Normalization a Rotation converged in iterations  Run factor analysis after deleting Decision1: KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy Approx Chi-Square Bartlett's Test of df Sphericity Sig .917 1806.038 153 000 Total Variance Explained Factor Initial Eigenvalues Total 10 11 12 13 14 15 16 17 18 8.155 1.246 1.069 958 855 724 615 570 551 544 469 445 388 380 322 263 244 202 % of Variance 45.304 6.924 5.938 5.322 4.753 4.023 3.416 3.164 3.061 3.023 2.604 2.474 2.155 2.109 1.790 1.463 1.355 1.123 Extraction Sums of Squared Loadings Cumulative % Total 45.304 7.712 52.227 819 58.165 687 63.487 567 68.240 72.263 75.679 78.844 81.904 84.927 87.531 90.005 92.161 94.270 96.060 97.523 98.877 100.000 % of Variance 42.844 4.552 3.818 3.150 Cumulative % Rotation Sums of Squared Loadingsa Total 42.844 47.396 51.214 54.364 Extraction Method: Principal Axis Factoring a When factors are correlated, sums of squared loadings cannot be added to obtain a total variance 6.514 5.670 5.709 5.644 Pattern Matrixa Factor Transaction1 Transaction3 Transaction4 Transaction2 Benefit2 Benefit1 Decision4 Decision2 Decision3 Decision5 Access1 Access2 Access4 Access5 Access3 Postben1 Postben2 Postben3 839 767 760 691 636 453 -.068 052 058 076 -.107 175 005 146 094 -.128 209 -.010 -.056 074 -.067 176 -.028 136 924 607 571 560 080 -.218 190 108 115 012 013 056 097 -.086 -.071 047 029 091 006 -.080 054 071 888 673 516 332 316 018 -.099 177 -.174 017 090 -.092 166 089 -.057 170 024 -.008 -.102 146 055 048 105 958 670 575 Extraction Method: Principal Axis Factoring Rotation Method: Promax with Kaiser Normalization a Rotation converged in iterations  Run factor analysis after deleting Access3: KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy Approx Chi-Square Bartlett's Test of df Sphericity Sig .914 1729.830 136 000 Total Variance Explained Factor Initial Eigenvalues Total 7.856 1.238 1.061 954 776 649 % of Variance 46.213 7.283 6.239 5.614 4.567 3.820 Extraction Sums of Squared Loadings Cumulative % Total 46.213 7.424 53.497 816 59.735 688 65.350 564 69.917 73.736 % of Variance 43.673 4.798 4.047 3.315 Cumulative % 43.673 48.472 52.518 55.834 Rotation Sums of Squared Loadingsa Total 6.312 5.458 5.439 5.297 10 11 12 13 14 15 16 17 609 555 546 490 446 390 380 339 264 244 203 3.583 3.262 3.214 2.880 2.621 2.295 2.236 1.991 1.551 1.435 1.194 77.320 80.582 83.796 86.676 89.297 91.592 93.828 95.820 97.371 98.806 100.000 Extraction Method: Principal Axis Factoring a When factors are correlated, sums of squared loadings cannot be added to obtain a total variance Pattern Matrixa Factor Transaction1 Transaction3 Transaction4 Transaction2 Benefit2 Benefit1 Decision4 Decision2 Decision3 Decision5 Postben1 Postben2 Postben3 Access1 Access2 Access4 Access5 842 767 760 686 639 459 -.073 055 051 094 -.132 207 005 -.106 183 018 141 -.051 075 -.066 173 -.025 140 927 605 569 561 014 013 064 085 -.208 197 107 -.168 017 086 -.095 167 094 -.057 170 023 002 968 666 571 -.089 159 068 049 080 -.089 -.068 063 023 074 012 -.081 070 032 014 -.091 154 884 650 485 349 Extraction Method: Principal Axis Factoring Rotation Method: Promax with Kaiser Normalization a Rotation converged in iterations APPENDIX 4- CHART OF TESTING REGRESSION HYPOTHESIS APPENDIX 5: TESTING THE EFFECT OF DEMOGRAPHIC VARIABLES Regression analysis for two groups: male and female Hypotheses Model (Constant) Decision Access Performance Post-benefit H1 H2 H3 H4 B -.036 123 126 485 270 Male t -.101 1.429 1.413 4.545 3.384 Sig .920 157 161 000 001 Female t 1.035 2.339 2.498 2.863 4.086 B 282 200 192 237 308 Sig .303 021 014 005 000 Regression analysis for two groups based on transaction frequency Hyphothesis H1 H2 H3 H4 Model (Constant) Decision Access Performance Post-benefit B 055 123 228 338 308 Group 1: 3 t 1.080 1.120 1.380 3.302 3.616 Sig .283 266 171 001 001 Regression analysis for two groups based type of bank Hyphothesis H1 H2 H3 H4 Model (Constant) Decision Access Performance Post-benefit B 128 360 045 454 095 Private bank t 464 3.812 584 4.614 1.221 Sig .644 000 560 000 225 State owned commercial bank B t Sig .272 875 384 050 651 517 279 3.520 001 217 2.585 011 401 5.633 000 ... and public sector based on a study in India banking sector “Interest rates, fee structures and a variety of financial services and products rank far behind convenience and customer service when... statistic about Vietnamese banking sector It implies the expanding of financial and banking sector in recent years to residents 3 Table 1.1 Some statistic about Vietnamese banking sector Year Commercial... convenience; and customer satisfaction Findings – The research indicates that service convenience is the most important factor that affect to customer satisfaction in banking field Decision convenience,