ĐẠI HỌC QUỐC GIA HÀ NỘI KHOA QUẢN TRỊ VÀ KINH DOANH - HÀ QUỐC DŨNG RESEARCH ON CUSTOMER SATISFACTION FOR NON-CREDIT SERVICES IN JOINT STOCK COMERCIAL BANK FOR INVESTMENR AND DEVELOPMENT OF VIETNAM, HOAN KIEM BRANCH NGHIÊN CỨU SỰ HÀI LÒNG CỦA KHÁCH HÀNG ĐỐI VỚI DỊCH VỤ PHI TÍN DỤNG TẠI NGÂN HÀNG TMCP ĐẦU TƯ VÀ PHÁT TRIỂN VIỆT NAM - CHI NHÁNH HOÀN KIẾM LUẬN VĂN THẠC SĨ QUẢN TRỊ KINH DOANH HÀ NỘI - 2018 ĐẠI HỌC QUỐC GIA HÀ NỘI KHOA QUẢN TRỊ VÀ KINH DOANH - HÀ QUỐC DŨNG RESEARCH ON CUSTOMER SATISFACTION FOR NON-CREDIT SERVICES IN JOINT STOCK COMERCIAL BANK FOR INVESTMENR AND DEVELOPMENT OF VIETNAM, HOAN KIEM BRANCH NGHIÊN CỨU SỰ HÀI LÒNG CỦA KHÁCH HÀNG ĐỐI VỚI DỊCH VỤ PHI TÍN DỤNG TẠI NGÂN HÀNG TMCP ĐẦU TƯ VÀ PHÁT TRIỂN VIỆT NAM - CHI NHÁNH HOÀN KIẾM Chuyên ngành: Quản trị kinh doanh Mã số: 60 34 01 02 LUẬN VĂN THẠC SĨ QUẢN TRỊ KINH DOANH NGƯỜI HƯỚNG DẪN KHOA HỌC: TS PHẠM VĂN HỒNG Hà Nội - 2018 DECLARATION The author confirms that the research outcome in the thesis is the result of author‟s independent work during study and research period and it is not yet published in other‟s research and article The other‟s research result and documentation (extraction, table, figure, formula, and other document) used in the thesis are cited properly and the permission (if required) is given The author is responsible in front of the Thesis Assessment Committee, Hanoi School of Business and Management, and the laws for above-mentioned declaration Date …./01/2018 i ACKNOWLEDGEMENT “During the process of fulfilling this master‟s thesis, I have received many necessary assistances First of all, I would like to express my sincere thanks to Mr Hong Pham Van PhD, the supervisor of this research, who has created favorable conditions, instructed and helped enthusiastically as well as responsibly to me during the thesis Secondly, I also appreciate the teachers in Hanoi School Of Business And Management – Vietnam National University, the scientists, the authors of scientific papers helping me complete this essay ii TABLE OF CONTENTS TABLE OF CONTENTS .1 LIST OF TABLES vi LIST OF FIGURES AND CHARTS vii INTRODUCTION 1 Rationale Overview of research situation Objectives of the research 3.1 General objective 3.2 Specific objectives Objects of the research 5 Scope of the research 6 Methods of the research 6.1 Information collection method 6.2 Information processing method 6.3 Other research methods 7 Structure of the research CHAPTER 1: OVERVIEW OF NON-CREDIT SERVICES AND CUSTOMER SATISFACTION WITH NON-CREDIT SERVICES AT COMMERCIAL BANKS .8 1.1 Overview of non-credit services 1.1.1 Definition 1.1.2 Characteristics of non-credit services 1.1.3 Types of non-credit services 10 1.2 Non-credit service quality and customer satisfaction 16 1.2.1 Definition of non-credit service quality 16 1.2.2 Neccessity of improving quality of non-credit services 17 1.2.3 Definition of customer satisfaction 20 1.2.4 Relationship between quality of non-credit services and customer satisfaction 21 1.3 Some models of researches on customer satisfaction with quality 22 1.3.1 Research model of Parasuraman et al., 22 1.3.2 Research model on customer of the authors of Can Tho University 23 iii 1.3.3 Research model of the author Mwatsika (2014) 24 1.3.4 Results of interviews with experts and proposed models of the thesis 24 1.4 Experiences of some banks on improving customer satisfaction with the quality of noncredit service of the banks 25 CHAPTER 2: ASSESS CUSTOMER SATISFACTION WITH QUALITY OF NON-CREDIT SERVICES AT BIDV – HOAN KIEM BRANCH 28 2.1 Introduciton of BIDV – Hoan Kiem Branch 28 2.1.1 History of foundation and development 28 2.1.2 Organization structure 28 2.1.3 Business operation results 29 2.1.4 Result of non-credit service implementation at BIDV - Hoan Kiem Branch 31 2.2 Result of survey on customer satisfaction with non-credit service at BIDV, Hoan Kiem Branch 35 2.2.1 Analyze characteristics of survey subjects 35 2.2.2 Scale test 37 2.2.3 Exploratory factor analysis 38 2.2.4 Correlation analysis 41 2.2.5 Regression analysis 42 2.2.6 Customers‟ evaluation of the services of the Branch 43 2.3 Assess the quality of non-credit services at BIDV-Hoan Kiem branch 52 2.3.1 Achieved results 52 2.3.2 Limitations and Causes 53 CHAPTER 3: PROPOSE SOLUTIONS TO IMPROVE THE CUSTOMER SATISFACTION WITH THE QUALITY OF NON CREDIT SERVICES AT BIDV - HOAN KIEM BRANCH 55 3.1 Orientation for development of non-credit services at BIDV - Hoan Kiem branch 55 3.2 Solutions to improve customer satisfaction with the quality of non-credit services at BIDV - Hoan Kiem Branch 57 3.2.1 Solutions to improve the reliability of customers 57 3.2.2 Solution on non-credit service price 57 3.2.3 Solutions to improve service capacity 58 3.2.4 Solutions to enhance empathy 59 3.2.5 Solutions to enhance tangibles 60 iv 3.2.6 Diversife solutions for Non-Credit Services 61 CONCLUSION 63 LIST OF REFERENCES 65 APPENDIX 67 Appendix 01: CUSTOMER SURVEY FORM 67 Appendix 02: The results of data analysis 70 v LIST OF TABLES Table 2.1: Represents business operation results of BIDV – Hoan Kiem Branch 29 Table 2.2: Revenue of main non-credit services of BIDV - Hoan Kiem Branch 32 Table 2.3: Struture of revenue – expense from non-credit service of BIDV Hoan Kiem 34 Table 2.4: Statistics describing the characteristics of respondents 35 Table 2.5: Results of the scale test 38 Table 2.6: Results of testing factor analysis for independent variables 38 Table 2.7: Results of testing factor analysis for dependent variables 40 Table 2.8: Correlation matrix among factors 41 Table 2.9: Results of regression analysis 42 Table 2.10: Evaluation of trust 43 Table 2.11: About price of service 45 Table 2.12: Serving capability 46 Table 2.13: Empathy 48 Table 2.14: Tangibles 49 Table 2.15: Service abundance 51 Table 2.16: Customer satisfaction 52 vi LIST OF FIGURES AND CHARTS Figure 1.1 Research of Parasuraman & ctg (1988) 22 Figure 1.2 Research of the authors of Can Tho University 23 Figure 1.3 Research of Mwatsika (2014) 24 Figure 1.4: The proposed research model 25 vii INTRODUCTION Rationale In the process of integration into the regional and world economy as well as in the fierce competition environment of the banking industry, customer is the decisive factor in the existence of the Banks Those who win the interest and loyalty of customers will be the winner and develop well Operation towards customers is becoming one of the most important business strategies Collaborating with customers in business, attracting new customers, consolidating current customers are becoming an effective business tools with low cost but high business efficiency How to offer customers the best satisfaction is always the common target that almost banks try their best to achieve Therefore, from 2006 up to now, the Commercial Banks have been in the race to continuously upgrade their services with positive activities aiming at maximizing customer satisfaction such as increasing capital, expanding business network, diversifying products and services, equipping new technologies to provide modern banking services And among above solutions, improving the quality of banking services is the most important one,which attracting much attention Following general trend of the Industry, the Bank for Investment and Development of Vietnam - BIDV is well aware of the importance of service quality in the bank development In which, Management side of the Bank pays the most attention to the quality of non-credit services as this is main income of almost commercial banks in general and BIDV in particular Meanwhile, risks from non-credit servicesare lower than credit services of the bank Thus, besides raising the financial capacity, diversifying types of services, expanding the network to dominate the market, BIDV also focuses on improving the quality of non-credit services To this well, the Bank must conduct research to find out the components building up the quality of non-credit services through customers‟ expectation and perception That is the reason why the author decides to choose the topic: “Research Customer Satisfaction with Non-Credit Services at Bank for Investment and Development of Vietnam - Hoan Kiem Branch” as a thesis topic, so as to help the giaca3 14.12 9.315 725 867 giaca4 14.13 9.464 704 872 giaca5 13.86 9.602 744 864 Reliability Statistics Cronbach's N of Alpha Items 879 Item Statistics Mean Std N Deviation nanglucphucvu1 3.41 979 244 nanglucphucvu2 3.39 986 244 nanglucphucvu3 3.55 1.047 244 nanglucphucvu4 3.59 1.040 244 Item-Total Statistics Scale Mean Scale Corrected Cronbach's if Item Variance if Item-Total Alpha if Deleted Item Deleted Correlation Item Deleted nanglucphucvu1 10.53 7.213 737 845 nanglucphucvu2 10.55 7.204 732 847 nanglucphucvu3 10.39 6.904 735 846 nanglucphucvu4 10.34 6.877 749 840 Reliability Statistics 75 Cronbach's N of Alpha Items 841 Item Statistics Mean Std N Deviation dongcam1 3.41 941 244 dongcam2 3.56 947 244 dongcam3 3.39 929 244 dongcam4 3.53 958 244 Item-Total Statistics Scale Mean Scale Corrected Cronbach's if Item Variance if Item-Total Alpha if Deleted Item Deleted Correlation Item Deleted dongcam1 10.48 5.584 716 781 dongcam2 10.33 5.695 677 798 dongcam3 10.50 5.881 646 811 dongcam4 10.36 5.713 661 805 Reliability Statistics Cronbach's N of Alpha Items 914 Item Statistics Mean Std N Deviation huuhinh1 3.91 772 244 huuhinh2 3.67 968 244 76 huuhinh3 3.75 894 244 huuhinh4 3.77 863 244 huuhinh5 3.80 833 244 Item-Total Statistics Scale Mean Scale Corrected Cronbach's if Item Variance if Item-Total Alpha if Deleted Item Deleted Correlation Item Deleted huuhinh1 14.99 9.860 735 904 huuhinh2 15.23 8.579 794 893 huuhinh3 15.15 9.133 756 899 huuhinh4 15.13 9.091 803 889 huuhinh5 15.09 9.164 825 885 Reliability Statistics Cronbach's N of Alpha Items 909 Item Statistics Mean Std N Deviation phongphudv1 3.61 961 244 phongphudv2 3.58 972 244 phongphudv3 3.61 993 244 Item-Total Statistics Scale Mean Scale Corrected Cronbach's if Item Variance if Item-Total Alpha if Deleted Item Deleted Correlation Item Deleted 77 phongphudv1 7.19 3.366 839 852 phongphudv2 7.22 3.449 791 893 phongphudv3 7.18 3.287 826 864 Reliability Statistics Cronbach's N of Alpha Items 745 Item Statistics Mean Std N Deviation hailong1 3.48 632 244 hailong2 3.50 676 244 hailong3 3.56 686 244 hailong4 3.59 639 244 Item-Total Statistics Scale Mean Scale Corrected Cronbach's if Item Variance if Item-Total Alpha if Deleted Item Deleted Correlation Item Deleted hailong1 10.64 2.543 491 713 hailong2 10.63 2.367 532 691 hailong3 10.57 2.361 522 697 hailong4 10.54 2.323 615 644 78 KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy Bartlett's Test Sphericity of Approx Chi-Square 816 3684.519 df 325 Sig .000 Communalities Initial Extraction tincay1 1.000 712 tincay2 1.000 613 tincay3 1.000 553 tincay4 1.000 725 tincay5 1.000 721 giaca1 1.000 774 giaca2 1.000 667 giaca3 1.000 685 giaca4 1.000 666 giaca5 1.000 725 nanglucphucvu1 1.000 748 nanglucphucvu2 1.000 732 nanglucphucvu3 1.000 742 nanglucphucvu4 1.000 753 dongcam1 1.000 735 dongcam2 1.000 692 dongcam3 1.000 648 dongcam4 1.000 680 huuhinh1 1.000 700 79 huuhinh2 1.000 763 huuhinh3 1.000 712 huuhinh4 1.000 772 huuhinh5 1.000 807 phongphudv1 1.000 863 phongphudv2 1.000 826 phongphudv3 1.000 856 Extraction Method: Principal Component Analysis Total Variance Explained Comp Initial Eigenvalues Extraction Sums of Squared Rotation Sums of Squared onent Loadings Total % of Cumula Total % of Variance tive % Variance Loadings Cumulat Total ive % % of Cumula Variance tive % 5.092 19.584 19.584 5.092 19.584 19.584 3.782 14.546 14.546 3.443 13.241 32.825 3.443 13.241 32.825 3.547 13.643 28.189 3.173 12.202 45.027 3.173 12.202 45.027 3.310 12.732 40.921 2.908 11.185 56.212 2.908 11.185 56.212 2.980 11.460 52.381 2.408 9.260 65.472 2.408 9.260 65.472 2.736 10.523 62.904 1.849 7.111 72.583 1.849 7.111 72.583 2.516 9.679 72.583 664 2.553 75.136 610 2.347 77.483 578 2.224 79.707 10 476 1.830 81.537 11 464 1.786 83.324 12 437 1.680 85.004 13 406 1.562 86.566 14 396 1.525 88.091 80 15 364 1.398 89.489 16 341 1.313 90.802 17 333 1.281 92.083 18 308 1.183 93.266 19 289 1.113 94.378 20 274 1.053 95.431 21 260 999 96.430 22 236 908 97.339 23 206 794 98.132 24 180 692 98.824 25 157 603 99.427 26 149 573 100.00 Extraction Method: Principal Component Analysis Component Matrixa Component huuhinh2 664 huuhinh4 647 huuhinh3 635 huuhinh5 634 huuhinh1 567 -.503 tincay5 662 tincay4 646 tincay1 645 tincay2 590 tincay3 81 giaca1 525 -.615 giaca3 -.605 giaca5 -.589 giaca2 501 -.549 giaca4 -.535 nanglucphucvu2 673 nanglucphucvu3 664 nanglucphucvu1 658 nanglucphucvu4 573 dongcam2 675 dongcam3 647 dongcam4 638 dongcam1 568 604 phongphudv3 511 -.668 phongphudv1 553 -.635 phongphudv2 -.632 Extraction Method: Principal Component Analysis a components extracted Rotated Component Matrixa Component huuhinh5 892 huuhinh4 869 huuhinh2 857 huuhinh1 831 huuhinh3 826 giaca1 868 82 giaca5 843 giaca3 823 giaca4 804 giaca2 795 tincay4 848 tincay5 845 tincay1 837 tincay2 755 tincay3 715 nanglucphucvu1 860 nanglucphucvu3 847 nanglucphucvu4 846 nanglucphucvu2 844 dongcam1 834 dongcam2 830 dongcam4 811 dongcam3 797 phongphudv3 902 phongphudv1 896 phongphudv2 884 Extraction Method: Principal Component Analysis Rotation Method: Varimax with Kaiser Normalization a Rotation converged in iterations Component Transformation Matrix Componen 630 488 -.327 303 -.138 384 t 83 048 355 736 030 512 260 447 -.730 311 385 -.072 130 -.595 072 -.034 762 -.101 219 060 -.168 -.466 189 836 -.130 208 265 190 377 -.072 -.839 Extraction Method: Principal Component Analysis Rotation Method: Varimax with Kaiser Normalization KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy Bartlett's Test of Sphericity Approx Chi-Square df 000 Communalities Initial Extractio n 1.000 505 hailong2 1.000 563 hailong3 1.000 546 hailong4 1.000 660 Extraction Principal 208.721 Sig hailong1 760 Method: Component Analysis 84 Total Variance Explained Componen Initial Eigenvalues Extraction Sums of Squared t Loadings Total % of Cumulative Variance % 2.274 56.854 56.854 653 16.319 73.173 605 15.128 88.301 468 11.699 100.000 Extraction Method: Principal Component Analysis Component Matrixa Componen t hailong4 813 hailong2 751 hailong3 739 hailong1 710 Extraction Method: Principal Component Analysis a components extracted 85 Total 2.274 % of Cumulative Variance % 56.854 56.854 Correlations tincay giaca nangluc dongcam huuhinh phongphudv hailong phucvu Pearson tincay Correlation Pearson Correlation -.027 263** 033 265 007 041 676 000 244 244 244 244 244 244 244 -.137* 060 019 156* 218** 414** 354 764 015 001 000 N 244 244 244 244 244 244 244 -.072 060 -.047 121 231** 381** 265 354 463 059 000 000 244 244 244 244 244 244 244 171** 019 -.047 -.064 -.020 284** Sig (2-tailed) 007 764 463 322 751 000 N 244 244 244 244 244 244 244 -.131* 156* 121 -.064 257** 360** Sig (2-tailed) 041 015 059 322 000 000 N 244 244 244 244 244 244 244 -.027 218** 231** -.020 257** 406** phucvu Sig (2-tailed) N Pearson dongca Correlation Pearson huuhin Correlation Pearson phongp Correlation hudv -.131* 033 nangluc Correlation h 171** Sig (2-tailed) Pearson m -.072 Sig (2-tailed) N giaca -.137* Sig (2-tailed) 676 001 000 751 000 N 244 244 244 244 244 244 244 263** 414** 381** 284** 360** 406** 000 000 000 000 Pearson hailong Correlation Sig (2-tailed) 000 000 86 000 N 244 244 244 244 244 244 * Correlation is significant at the 0.05 level (2-tailed) ** Correlation is significant at the 0.01 level (2-tailed) Model Summaryb Model R R Adjusted Std Square R Error of Square the Change Statistics R F df1 df2 Square Change DurbinSig F Watson Change Estimate Change 778a 605 595 31522 605 60.621 237 000 2.293 a Predictors: (Constant), phongphudv, dongcam, tincay, nanglucphucvu, giaca, huuhinh b Dependent Variable: hailong ANOVAa Model Sum of df Mean Square F Sig Squares Regression 36.142 6.024 Residual 23.550 237 099 Total 59.691 243 60.621 000b a Dependent Variable: hailong b Predictors: (Constant), phongphudv, dongcam, tincay, nanglucphucvu, giaca, huuhinh 87 244 Coefficientsa Model Unstandardized Standardiz Coefficients ed t Sig Collinearity Statistics Coefficient s B Std Error Beta Toleran VIF ce (Constant) -.202 201 -1.008 314 tincay 196 025 331 7.858 000 937 1.067 giaca 223 027 349 8.231 000 925 1.081 181 024 317 7.519 000 939 1.066 dongcam 164 026 257 6.180 000 965 1.036 huuhinh 181 028 276 6.432 000 906 1.103 110 024 200 4.546 000 862 1.160 nanglucphu cvu phongphud v a Dependent Variable: hailong Collinearity Diagnosticsa Model Dime Eigenv Condition nsion alue Index Variance Proportions (Consta tinca giaca nangluc dongc huuhi phongph nt) y phucvu am nh udv 6.750 1.000 00 00 00 00 00 00 00 075 9.475 00 29 03 09 12 02 10 052 11.447 00 06 27 59 03 02 00 044 12.395 00 23 05 17 25 01 42 037 13.516 00 17 28 01 44 01 36 034 14.007 00 01 23 03 00 72 12 008 28.255 99 24 14 11 16 22 01 a Dependent Variable: hailong 88 Residuals Statisticsa Minimum Maximum Mean Std N Deviation Predicted Value Residual Std Predicted Value Std Residual 2.3850 4.6903 3.5318 38566 244 -1.97007 1.62098 00000 31131 244 -2.974 3.004 000 1.000 244 -6.250 5.142 000 988 244 a Dependent Variable: hailong 89 ... TRỊ VÀ KINH DOANH - HÀ QUỐC DŨNG RESEARCH ON CUSTOMER SATISFACTION FOR NON- CREDIT SERVICES IN JOINT STOCK COMERCIAL BANK FOR INVESTMENR AND DEVELOPMENT OF VIETNAM, HOAN KIEM BRANCH NGHIÊN... actual business activities of Sai Gon Joint Stock Commercial Bank, Dong Thap Branch Analysis of customer satisfaction with non- credit services of Sai Gon Joint Stock Commercial Bank, Dong Thap Branch. .. QUALITY OF NON CREDIT SERVICES AT BIDV - HOAN KIEM BRANCH 55 3.1 Orientation for development of non- credit services at BIDV - Hoan Kiem branch 55 3.2 Solutions to improve customer satisfaction with