BUSINESS RESEARCH RESEARCH PROJECT (BMBR5103) WHAT ARE THE FACTORS INFLUENCING CUSTOMER SATISFACTION AT BANK FOR INVESTMENT AND DEVELOPMENT OF VIETNAM – SAI GON BRANCH (BIDV SAI GON) ? STUDENT’S FULL NAME : LY TRONG NGUYEN STUDENT ID : CGS00019889 INTAKE : SEPTEMBER, 2015 ADVISOR’S NAME & TITLE : Dr BUI PHI HUNG January, 2017 LY TRONG NGUYEN K19A Page BUSINESS RESEARCH Advisor’s assessment LY TRONG NGUYEN K19A Page BUSINESS RESEARCH Contents CHAPTER 1: INTRODUCTION .5 Problem statement: Research objective: .6 Research questions: .6 Scope and methodology of research: CHAPTER 2: THEORETICAL FRAMEWORK .8 Customer satisfaction: Service quality: .9 Service quality and customer satisfaction: 12 Price and the relationship between price and customer satisfaction: 13 Conceptual framework and hypotheses: .14 CHAPTER 3: RESEARCH DESIGN .17 Research methodology: .17 Data collection method: 17 Qualitative research: 17 Population and sample: .19 Sample size: 19 Analysis method: .20 Quantitative research: 20 CHAPTER 4: EMPIRICAL RESULTS AND DISCUSSION .24 Determinant of customer expectations: .24 The factors affecting customer satisfaction: 25 2.1 Service quality: 25 2.2 Price competitiveness: .26 2.3 Corporate image : .26 2.4 Customer satisfaction: 27 Analysis of measurement scales: 27 3.1 Cronbach’s alpha .27 3.2 Exploratory Factor Analysis (EFA): 32 3.3 Pearson Correlation: 39 3.4 Multiple Linear Regression: .43 3.5 Discussion: .50 CHAPTER 5: BIDV SAI GON OVERVIEW 51 LY TRONG NGUYEN K19A Page BUSINESS RESEARCH BIDV’s introduction: 51 BIDV Sai Gon’s introduction: 51 CHAPTER 6: CONCLUSION, RECOMMENDATION .54 Conclusion: 54 Recommendation: .54 REFERENCES: 56 APPENDIX 58 QUESTIONNAIRE 58 CUSTOMER SURVEY FORM 58 LY TRONG NGUYEN K19A Page BUSINESS RESEARCH Abstract: The main objective of this study is to identify all the main factors that influence the customer satisfaction in banking at the present contemporary global and highly competitive economy This research will find out that Corporate image, Tangible, Staff conduct, Service quality, Price, Credibility, Customer interaction and Convenience are critical factors influenced customer satisfaction with Corporate image, Tangible, Staff conduct and Service quality were four hypotheses that had the biggest influence on business customer satisfaction CHAPTER 1: INTRODUCTION Problem statement: Nowadays the trend of globalization, international and area economic integration is rapidly developing along with the development of scientific technology and the market opening Service quality, service charges, perceived value and customer satisfaction are the key sources of success in any service factory (Olorunniwo and Hsu, 2006) For many years customer satisfaction has been a major goal of business organizations, since it has been deemed to affect customer retention and companies’ market share (Hansemark and Albinsson, 2004) Customer’s satisfaction have strong influence on the efficiency and financial performance of banks (Al-Hawari and Ward, 2006) Customer is factor that decides the existence of the bank If bank has the customer’s concern and loyalty, it will win and develop Business strategy focuses on consumers is becoming the most important business strategy Collaboration with customers in business, attracting new customers and strengthening existing customers is becoming an effective business tool with a small amount of additional cost but provides high effective business results How to bring the best satisfaction to customers always is the problem that banks have to with all their abilities Furthermore, customer satisfaction will be useful for creating customer loyalty which is necessary to maintain regular operations of the bank The improvement of service quality, perceived value, and satisfaction ensure customer loyalty (Kuo et al., 2009; Lai et al., 2009; Wu and Liang, 2009) However, in competition, the creation of customer loyalty is not sure that customer will stick with bank for long term Banks need to be proactive in the maintenance and development of relationships between customers and banks LY TRONG NGUYEN K19A Page BUSINESS RESEARCH Therefore, study customer satisfaction in banking sector is an important work, has to be done regularly and continuously to be able to respond promptly to the changes in customer demand, make them satisfy when using the services and products of bank Research objective: - Investigate the factors affecting customer satisfaction - Recommend solutions to improve customer satisfaction to BIDV Sai Gon’s services and products Research questions: - Are customers satisfied with the products and services and quality of service BIDV Sai Gon or not? - What are factors that affect business customer satisfaction for quality of products/services provided at BIDV Sai Gon? - What solutions can help improve business customer satisfaction for banking product and service quality at BIDV Sai Gon in the future? Scope and methodology of research: 4.1 - Scope of research: The research project on the factors influencing the customer satisfaction at the Bank For Investment and Development of Vietnam, JSC – Sai Gon Banch - The research project is based on primary data and secondary from 2012 to 2014, focusing primarily on the factors related to customer satisfaction for banking product and service quality at BIDV Sai Gon - Subjects of study are business customers, not individual customers 4.2 Limitation of research: - Subjects of study are business customers with its own characteristics on demand service, criteria for evaluating service quality and perceiving price services to business customers, so research results can not response used simultaneously to all customers - Research scope limited to customers using the service at BIDV Sai Gon in Ho Chi Minh city area should not be assessed on overall customer groups in different local and potential customers may not use bank service - Study looks at just the time and number of bank customers use, not understanding customer satisfaction in relation to business, financial resources and ethnic factors LY TRONG NGUYEN K19A Page BUSINESS RESEARCH 4.3 Structure of thesis: - Chapter 1: Introduction - Chapter 2: Theoretical framework - Chapter 3: Research design - Chapter 4: Empirical result and discussion - Chapter 5: BIDV Sai Gon Overview - Chapter 6: Conclusion and recommendation LY TRONG NGUYEN K19A Page BUSINESS RESEARCH CHAPTER 2: THEORETICAL FRAMEWORK Customer satisfaction: Customer satisfaction involves determining the degree to which a company’s products or services meets the requirements of the customer as an end user Pairot (2008) defined Customers satisfaction as the company's ability to fulfill the business, emotional, and psychological needs of its customers In the words of Oliver (1981, p.27), customer satisfaction is “the summary psychological state resulting when the emotion surrounding disconfirmed expectations is coupled with the consumer s prior feelings about the consumption experience.” Customer satisfaction has also been defined by Hunt (1977, p.459) as “an evaluation rendered that the (consumption) experience was at least as good as it was supposed to be.” Furthermore, Engel and Blackwell (1982, p.501) have opined it to be “an evaluation that the chosen alternative is consistent with prior beliefs with respect to that alternative.” It is a well-researched fact that investments in customer satisfaction, customer relationships and service quality leads to profitability and market share Rust and Zahorik (1993) Put differently, customer satisfaction leads to customer loyalty and this also leads to profitability Hallowell (1996) If customers are satisfied with a particular high quality service offering after its use, then they can be expected to engage in repeat purchase and even try line extensions and thus market share can be improved Levesque and McDougall (1996) have empirically confirmed and reinforced the notion that consistent poor customer experience leads to a decrease in the levels of customer satisfaction and the chances of further willingness to recommend the service (i.e., word-of-mouth advertising or referrals) is lessened Previous researches have shown strong linkages between service quality dimensions and overall customer satisfaction (Anderson and Sullivan (1993)) Service quality is accepted as one of the basic factors of customer satisfaction (Parasuraman et al., (1994)) However, there is much debate whether customer satisfaction is a precursor of service quality judgements (Parasuraman et al., (1985) and Bitner et al., (1990)) or the other way round (Anderson and Sullivan, (1993)) Definitive analysis has showed that service quality cannot be divorced from the concept of customer satisfaction Recent studies have shown that satisfaction is influenced by not only perceptions of service quality but also by perceptions of product quality, and pricing factors as well as situational and personal factors (Zeithaml and Bitner, (2000)) For LY TRONG NGUYEN K19A Page BUSINESS RESEARCH example, customer satisfaction with retail banking will be a broader concept and will certainly be influenced by perceptions of service quality but will also include perceptions of product quality (such as variety of deposit options available to customers), price of the products(i.e., charges charged by the bank or rates offered by the banks on various deposits), personal factors such as the consumer s emotional state, and even uncontrollable situational factors such as weather conditions and experiences in conveying to and from the bank Service quality: 2.1 Concept of service quality For a long time, many researchers have tried to define and measure service quality For example, Lehtinen & Lehtinen (1982) mentioned that the quality of service must be judged on two aspects, (1) the process of service provider and (2) the results of the service Grönroos (1984) also suggested that the two components of service quality are (1) technical quality, which is what customers receive and (2) functional quality, which interpret how services are provided According to Hubert (1995), before using the service, customers have formed a "script" on that service When screenplays of customers and suppliers are not identical, customers will feel dissatisfied Cronin and Tailor (1992) suggested that customer satisfaction should be reviewed in short time, and the service quality should be reviewed by the attitudes of customers for that service in a long time However, when it comes to service quality, we can not fail to mention the huge contribution of Parasuraman et al., (1988, 1991) Parasuraman et al., (1988, page 17) defines service quality as the difference between the consumers’ expectations of services and their perceptions of the service’s outcome 2.2 Service quality measurement 2.2.1 SERVQUAL Model Service quality is measured by a variety of factors and accurately identifying these elements depends on the nature of services and research environment There are many authors have studied this issue, but the most popular and best known is the service quality’s review criteria of Parasuraman et al In 1985, Parasuraman et al gave 10 decisive factors of service quality which are listed below: Accessibility LY TRONG NGUYEN K19A Page BUSINESS RESEARCH Quality of communication Competence Courtesy Credibility Reliability Responsiveness Security Tangibles 10 Understanding the customers In 1988, these authors initiated and used the qualitative and quantitative research to build and test the scale of service quality’s components (SERVQUAL scale) SERVQUAL scale was adjusted and tested in many different types of services SERVQUAL model was built based on the perceived standpoint of service quality as a comparison between the expected values/expectations and value which customer received SERVQUAL consider two aspects of service quality is service result and service process which were studied through 22 scales of criteria: reliability, responsiveness, assurance, tangibles and empathy a Reliability Trust is the ability to provide service accurately, on time and reputably This requires consistency in the implementation of services and commitment as well as keeps the promise to the customer b Responsiveness This criterion measures the ability to solve problems quickly, handle complaints effectively, ready to help customers and satisfy the requirements of customers In other words, responsiveness is the feedback from service providers with what customers want c Assurance This is the factor that makes up trust for customers which is perceived through good Service quality service, technical knowledge, courtesy and social skills So that customers will feel assurance when using service of provider d Tangibles LY TRONG NGUYEN K19A Page 10 BUSINESS RESEARCH Corporate image 075 011 426 6.998 000 1.000 1.000 Tangible 057 011 325 5.345 000 1.000 1.000 Staff cconduct 054 011 310 5.105 000 1.000 1.000 Service quality 054 011 308 5.072 000 1.000 1.000 3.646 010 374.393 000 Corporate image 075 010 426 7.636 000 1.000 1.000 Tangible 057 010 325 5.832 000 1.000 1.000 Staff cconduct 054 010 310 5.570 000 1.000 1.000 Service quality 054 010 308 5.534 000 1.000 1.000 Price 052 010 294 5.279 000 1.000 1.000 3.646 009 412.738 000 Corporate image 075 009 426 8.418 000 1.000 1.000 Tangible 057 009 325 6.430 000 1.000 1.000 Staff cconduct 054 009 310 6.141 000 1.000 1.000 Service quality 054 009 308 6.101 000 1.000 1.000 Price 052 009 294 5.820 000 1.000 1.000 Credibility 049 009 282 5.581 000 1.000 1.000 (Constant) 3.646 008 459.211 000 Corporate image 075 008 426 9.366 000 1.000 1.000 Tangible 057 008 325 7.154 000 1.000 1.000 Staff cconduct 054 008 310 6.832 000 1.000 1.000 Service quality 054 008 308 6.788 000 1.000 1.000 Price 052 008 294 6.475 000 1.000 1.000 Credibility 049 008 282 6.209 000 1.000 1.000 Customer interaction 047 008 265 5.836 000 1.000 1.000 (Constant) 3.646 007 504.504 000 Corporate image 075 007 426 10.289 000 1.000 1.000 Tangible 057 007 325 7.859 000 1.000 1.000 Staff cconduct 054 007 310 7.506 000 1.000 1.000 (Constant) (Constant) LY TRONG NGUYEN K19A Page 47 BUSINESS RESEARCH Service quality 054 007 308 7.458 000 1.000 1.000 Price 052 007 294 7.114 000 1.000 1.000 Credibility 049 007 282 6.822 000 1.000 1.000 Customer interaction 047 007 265 6.412 000 1.000 1.000 Convenience 039 007 225 5.437 000 1.000 1.000 a Dependent Variable: SATISFACTION Table 10: Excluded Variablesh Collinearity Statistics Model Beta In Sig Tolerance VIF Minimum Tolerance Credibility 282a 3.925 000 312 1.000 1.000 1.000 Price 294a 4.112 000 325 1.000 1.000 1.000 Customer interaction 265a 3.666 000 293 1.000 1.000 1.000 Service quality 308a 4.337 000 341 1.000 1.000 1.000 Staff cconduct 310a 4.368 000 343 1.000 1.000 1.000 Tangible 325a 4.604 000 359 1.000 1.000 1.000 Convenience 225a 3.069 003 249 1.000 1.000 1.000 b 4.225 000 334 1.000 1.000 1.000 Price b 294 4.430 000 348 1.000 1.000 1.000 Customer interaction 265b 3.942 000 314 1.000 1.000 1.000 Service quality 308b 4.676 000 365 1.000 1.000 1.000 Staff cconduct 310b 4.711 000 368 1.000 1.000 1.000 b 3.293 001 266 1.000 1.000 1.000 c 4.572 000 359 1.000 1.000 1.000 Credibility Convenience t Partial Correlation Credibility 282 225 282 LY TRONG NGUYEN K19A Page 48 BUSINESS RESEARCH Price 294c 4.799 000 375 1.000 1.000 1.000 Customer interaction 265c 4.261 000 338 1.000 1.000 1.000 Service quality 308c 5.072 000 393 1.000 1.000 1.000 Convenience 225c 3.550 001 286 1.000 1.000 1.000 Credibility 282d 5.022 000 391 1.000 1.000 1.000 Price 294d 5.279 000 407 1.000 1.000 1.000 Customer interaction 265d 4.672 000 367 1.000 1.000 1.000 Convenience 225d 3.878 000 311 1.000 1.000 1.000 Credibility 282e 5.581 000 428 1.000 1.000 1.000 Customer interaction 265e 5.179 000 402 1.000 1.000 1.000 Convenience 225e 4.277 000 341 1.000 1.000 1.000 Customer interaction 265f 5.836 000 445 1.000 1.000 1.000 Convenience 225f 4.786 000 377 1.000 1.000 1.000 Convenience 225g 5.437 000 421 1.000 1.000 1.000 a Predictors in the Model: (Constant), Corporate image b Predictors in the Model: (Constant), Corporate image, Tangible c Predictors in the Model: (Constant), Corporate image, Tangible, Staff cconduct d Predictors in the Model: (Constant), Corporate image, Tangible, Staff cconduct, Service quality e Predictors in the Model: (Constant), Corporate image, Tangible, Staff cconduct, Service quality, Price f Predictors in the Model: (Constant), Corporate image, Tangible, Staff cconduct, Service quality, Price, Credibility g Predictors in the Model: (Constant), Corporate image, Tangible, Staff cconduct, Service quality, Price, Credibility, Customer interaction h Dependent Variable: SATISFACTION LY TRONG NGUYEN K19A Page 49 BUSINESS RESEARCH 3.5 Discussion: SHL = 0.426*HADN + 0.325*SHH + 0.310*PCPV + 0.308*CLDV + 0.294*TCTG + 0.282*STC + 0.265*CSKH + 0.225*STT + SHL: Satisfaction + HADN: Corporate image + SHH: Tangible + PCPV: Staff cconduct + CLDV: Service quality + TCTG: Price + STC: Credibility + CSKH: Customer interaction + STT: Convenience As analysis result, all of the hypotheses (H00, H1, H2, H3, H2, H4, H5, H6 and H7) were supported, because when these factors were increased, they would make an increase in business customer satisfaction about banking product and service at BIDV Sai Gon In those hypotheses, the bigger the one had the absolute value was, the more it would affect to satisfaction much As a result, Corporate image, Tangible, Staff conduct and Service quality were four hypotheses that had the biggest influence on business customer satisfaction The regression results of this research have confirmed that the antecedents of business customer satisfaction are Corporate image, Tangible, Staff conduct, Service quality, Price, Credibility, Customer interaction and Convenience Basing on the hypotheses testing result, Corporate image is the most important antecedent of customer satisfaction with the largest beta coefficient (0.426), followed by Tangible ( = 0.325), Staff conduct ( = 0.310), Service quality ( = 0.308), Price ( = 0.294), Credibility ( = 0.282), Customer interaction ( = 0.265) and Convenience ( = 0.225) LY TRONG NGUYEN K19A Page 50 BUSINESS RESEARCH CHAPTER 5: BIDV SAI GON OVERVIEW BIDV’s introduction: Founded on 26/04/1957, BIDV is the oldest Commercial Bank in Vietnam As a longestablished bank, BIDV has funded many investment projects and key economic areas of the country Joint Stock CommercialBank for Investment and Development of Vietnam (BIDV) has also built the largest enterprise customers, while confirming the implementation of prestigous items, objectives, economic programs and social security of the country  Full name: Ngân hàng TMCP u t Phát tri n Vi t Nam  International Transaction Name: Joint Stock Commercial Bank for Investment and Development of Vietnam  Abbreviated name: BIDV Fields of operation:  Bank: BIDV functions as a leading experienced bank of finance services, brokerage, loan syndication and advisory, modern, convenient banking products  Insurance: BIDV provides products for non-life insurance designed to match the overall package to customers of BIDV  Stock: BIDV provides a wide range of brokerage services, investment and investment consultant with the ability of quickly developing a system of agents to receive orders nationwide  Financial investments: BIDV includes financial leasing, security trading and capital contribution with the aim at establishing investment companies to the project; Especially, it plays a leading role in coordinating key projects of the country such as company Aviation stock leasing (VALC) development company highway (BEDC), Investment, Long Thanh International Airport … BIDV Sai Gon’s introduction: BIDV Sai Gon was established since 2002, head office was placed in dynamic economic center in Ho Chi Minh city BIDV Sai Gon is one of the branchs of Joint Stock Commercial Bank for Investment and Development of Vietnam (BIDV) As a long established branch, BIDV Sai Gon fully has operated functions as a commerical bank, including: loan, LY TRONG NGUYEN K19A Page 51 BUSINESS RESEARCH deposit, finance services, brokerage, advisory, foreign exchange, and convenient banking products BIDV Sai Gon trades with corporations, big corporations, small and medium enterprises; individuals All of human resource policies at BIDV Sai Gon that has been followed the general policies of BIDV Viet Nam, such as: recruitment process, salary, promotion, training activities, bonus, working time, holiday vacations,… a Organization structure: b BIDV Sai Gon’s bussiness performance: LY TRONG NGUYEN K19A Page 52 BUSINESS RESEARCH LY TRONG NGUYEN K19A Page 53 BUSINESS RESEARCH CHAPTER 6: CONCLUSION, RECOMMENDATION Conclusion: Factors indicated potential elements of customer’s satisfaction at BIDV Sai Gon The analysis shows that satisfied customers not only share their best experiences with other peoples but also occupy positive word of mouth advertisement and publication of the banks This positive word of mouth publication is also very helpful in increasing banks relationships and interaction with the whole community Quality customer service leads to customer satisfaction Customer satisfaction plays a vital role for any organization in today’s competitive environment Customers’ satisfaction leads to customer loyalty and retention thus it is important that BIDV Sai Gon ensures that customer’s needs are taken care of to their satisfaction They should try and maintain a relationship with the customers who will lead to a long term relationship and mutual benefits to the bank Recommendation: From the above analysis, following suggestions can be made to the concerned BIDV Sai Gon’s Board of Mangement for increasing customers’ satisfaction: By using technological tools and with the help of the marketing science in its most developed form, banking institutions dynamically and even aggressively try to establish themselves in the banking market, renewing their image through innovative promotion techniques, acquiring and preserving a measurable and qualitative clientele and making their products and services innovative Direct marketing and advertising have now gained an important place within modern banks' marketing plan; the various points of sale are being modernized and banking staff no longer acts as a simple mechanism for carrying out transactions In order for a branch to be attractive to consumers and profitable for its managers, it should combine spatial diligence, the appropriate location and technological infrastructure, as well as efficient manpower, all being factors of the utmost importance in order to satisfy customers and create a loyal customer base There is need for BIDV Sai Gon to study the market to understand what the customers want and change with the changing times Staff should be knowledgeable about their services LY TRONG NGUYEN K19A Page 54 BUSINESS RESEARCH which are offered to their corporate clients Customers’ instructions should be carried out carefully, queuing time should be reduced and disagreements with the customers should be avoided LY TRONG NGUYEN K19A Page 55 BUSINESS RESEARCH REFERENCES: Anderson E A and Sullivan M W (1993), “The Antecedents and Consequenes of Customer Satisfaction for Firms”, Marketing Science, Vol 12, spring, pp 125-143 Blanchard R F and Galloway R L (1994), “Quality in Retail Banking”, International Journal of Service Industry Management, Vol.5, No 4, pp 5-23 Bolemer J M M and Kasper J D P (1995), “The Complex Relationship between Consumer Satisfaction and Brand Loyalty”, Journal of Economic Psychology, Vol 16, pp 311-29 Cadotte E R, Woodruff R B and Jenkins R L (1987),“Expectations and Norms in Models of Consumer Satisfaction”, Journal of Marketing Research, Vol 24, pp 305-14 Cardozo Richard N (1965), “An Experimental Study of Customer Effort, Expectation and Satisfaction”, Journal of Marketing Research (pre – 1986), Vol 2, No.3, pp 244-249 Chakravarty S W R (1996), “How Moment of Truth Define Bank-Customer Relationhip”, Journal of Retail Banking Services, Vol 18, No 1, pp 29-34 Parasuraman, A., Zeithaml, V A., & Berry, L L (1985) A Conceptual Model of Service Quality and ItsImplications for Future Research Journal of Marketing, 49(4), 10 Gronroos, C (1988) Service Quality: The six criteria of good perceived service Review of Business, 9(3) Abdullah H Aldlaigan and Francis A Buttle (2002), “SYSTRA-SQ: a new measure of bank service quality”, International Journal of Service Industry Management, Vol 13 No.4, pp 362 – 381 10 Abraham Pizam and Taylor Ellis (1999), “Customer satisfaction and its measurement in hospitality enterprises”, International Journal of Contemporary Hospitality Management, Vol 11 No 7, pp 326 – 339 11 Ahmad Jamal, Kamal Naser, (2002) "Customer satisfaction and retail banking: an assessment of some of the key antecedents of customer satisfaction in retail banking" International Journal of Bank Marketing, Vol 20 Iss: 4, pp.146 – 160 LY TRONG NGUYEN K19A Page 56 BUSINESS RESEARCH 12 Andreassen T W., Lindestad B., (1998) "Customer loyalty and complex services: Theimpact of corporate image on quality, customer satisfaction and loyalty for customers with varying degrees of service expertise" International Journal of Service Industry Management, Vol Iss: 1, pp.7 – 23 13 Babakus, E and Boller, G.W (1992) “An empirical assessment of the SERVQUAL scale” Journal of Business Research, Vol 24, pp 253-68 14 Bernd Stauss and Patricia Neuhaus (1997), “The qualitative satisfaction model”, International Journal of Service Industry Management, Vol No 3, pp 236 – 249 15 Brown, T.J., Churchill, G.A and Peter, J.P (1993) “Improving the measurement of service quality” Journal of Retailing, Vol 69 No 1, Spring, pp 127-39 16 Buttle F., (1996) "SERVQUAL: review, critique, research agenda" European Journal of Marketing, Vol 30 Iss: 1, pp.8 - 32 17 Cronin J Joseph Jr., and Taylor, Steven A (1992, July) “Measuring service quality: a re-examination and extension” Journal of Marketing, 56, 55-68 18 Denton, L., and Chan A (1991) “Bank selection criteria of multiple bank users in Hong Kong” International Journal of Bank Marketing, 9(5), 23-34 19 Genestre A and Herbig P., (1996) "An examination of the cross-cultural differences in service quality: the example of Mexico and the USA" Journal of Consumer Marketing, Vol 13 Iss: 3, pp.43 – 53 20 Ghauri, Pervez & Gronhaug, Kjell 2010 Research Methods in Business Studies 4th Edition Pearson Education Limited Essex, England LY TRONG NGUYEN K19A Page 57 BUSINESS RESEARCH APPENDIX QUESTIONNAIRE CUSTOMER SURVEY FORM Dear our valued customers, Thank you very much for using our services during the past time So as to provide you with highest satisfaction, please let us better understand of your requirements by completing this survey form at your earliest convenience All of your precious comments are highly appreciated and useful for improving our services How long have you been using our services? Less than year - years -2 years More than years – years How many banks have you have accounts with? - banks - banks - banks More than banks - banks Please rank three criteria that you expect most from the bank in prority subject to the following rule:: (1) Most expected , (2) Quite expected), (3) Expected  Accurate and on-time delivery  Ensuring commitment  Price competitiveness  Competence of employees  Availabe business network  Providing full ranges of services  Willingness to help customers  Simple procedure  Modern equipment and technology  Clear and easily-understood documents Please give your opinions on determinants of satisfaction by ticking one box on each statement given below: LY TRONG NGUYEN K19A Page 58 BUSINESS RESEARCH (3) Average Very disagree Convenient transaction location 2 Wide agent network 3 Easy and quick transaction procedure No Items Agree Quite disagree Quite agree (2) Quite disagree (5) Strongly agree Strongly agree (1) Strongly disagree (4)Quite agree Convenience Tangibles Modern equipment and technology 2 Attractive posters, brochures, leaflet, handouts… 3 Clear and easy-understood transaction documents 4 Well dressed and professional Staff conduct Great interests in solving the customers’ complaints 2 Well-trained with high competence 3 Accurate and timely service implementation 4 Always available for the services 5 Polite and consistently courteous with customers 1 Service portfolios Rich and diversified service portfolio 5 2 Always provide new services to satisfy the customers’ demands Customer interaction (CSKH) LY TRONG NGUYEN K19A Page 59 BUSINESS RESEARCH Usually contact and visit customers 2 Having hotline 24/24 3 Holding annual meeting to show appreciation for customers’ contribution 4 Consider customers’ rights as its prime concern Credibility Ensure customers’ information and transaction confidentially 2 Regular and timely transaction statement delivery 3 Right service implementation at the first time 1 Price competitiveness Flexible pricing policies 2 Competitive interest rate 3 Reasonable transaction fees Corporate image Always honor commitment to customers 2 Having great innovation and social contribution 3 Launching effecttive and efficient marketing activities Having right stratefy for sustainable development 5 4 Overall, how satisfied are you with service quality of BIDV Sai Gon? Very satisfied Quite dissatisfied Quite satisfied Very dissatisfied Satisfied How does BIDV Sai Gon meet your expectations? LY TRONG NGUYEN K19A Page 60 BUSINESS RESEARCH Excellent Fair Very good Poor Good Will you continue using BIDV Sai Gon’s services? Definitely Probably Continuously Definitely not Unknowingly What should the bank to improve customer satisfaction in your corporation’s opinion? Client:………………………………………………………………………………………… THANK YOU FOR YOUR COOPERATION LY TRONG NGUYEN K19A Page 61 ... RESEARCH for Credibility and Customer Satisfaction is 0.282, for Price and Customer Satisfaction is 0.294, for Customer interaction and Customer Satisfaction is 0.265, for Service quality and Customer. .. product and service quality at BIDV Sai Gon in the future? Scope and methodology of research: 4.1 - Scope of research: The research project on the factors influencing the customer satisfaction at the. .. methodology: The main objective of this study is to identify all the main factors that influence business customer satisfaction at BIDV Sai Gon To research on customer satisfaction at BIDV Sai Gon, the