customer satisfaction assessment on vietnambanks card service quality

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customer satisfaction assessment on vietnambanks card service quality

customer satisfaction assessment on vietnambanks card service quality

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customer satisfaction assessment on vietnambanks card service quality

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customer satisfaction assessment on vietnambanks card service quality

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customer satisfaction assessment on vietnambanks card service quality

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customer satisfaction assessment on vietnambanks card service quality

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customer satisfaction assessment on vietnambanks card service quality

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VIETNAM NATIONAL UNIVERSITY, HA NOI

SCHOOL OF BUSINESS

1)0 Tin THEM NGOC

CUSTOMER SATISFACTION ASSESSMENT

ON VTETTNBANK’S CARD SERVICE QUALITY

Major: Business Administration

Code : 60 34 05

Master of business administration thesis

Supervisor: vu ANII DUNG, PhD.

HA NGUYEN, MBA.

Hà Nội 11/2011

TABLE OF CONTENTS

ACKNOWLEDGEMENT

LIST OF TABLES

LIST OF FIGURES

INTRODUCTION

CHAPTER 1 – CONCEPTUAL FRAMEWORK5    customer    satisfaction

assessment on vietnambanks card service quality

  • 1.4.2. Previous research in Vietnam29 customer satisfaction assessment on vietnambanks card service quality

CHAPTER 2- RESEARCH METHODOLOGY

AND OVERVIEW ON VIE I BANK

2.2. Overview on Vietinbank’s card service

CHAPTER 3: FINDINGS AND ANALYSIS

3.1

haracteristics <>r the sample

  • 3.3.  customer satisfaction assessment on vietnambanks card service quality Comparison between customers’ satisfaction toward each service

attribute and the overall satisfaction level

  • 3.4.  Comparison of Victinbank’s and other banks’ card sendee quality …58

CHAPTER 4-CONCLUSIONS AND RECOMMENDATIONS

CHAP TER 4- CONCLUSIONS AND RECOMMENDATIONS

in the next two years customer satisfaction assessment on vietnambanks card service quality 68

REFERENCES

APPENDICES

Appendix 2: Data from survey

Q 2: (vender of respondents

LIST OF TABLES

TABLE 1.1- SERVICE ATTRIBUTES

TABLE 1.2- SERVICE ATTRIB UTES

TABLE 2.1- MEASUREMENTS OF INDICATORS

TABLE 2.2- VTETINB.VNK’S CARD

TABLE 3.1- CUSTOMER SATISFACTION ON VTETINBANK’S CARD SERVICE QU.-U.rn’54 customer satisfaction assessment on vietnambanks card service quality

TABLE 3.2- CUSTOMER PERCEPTION OF VIETINBANK’S CARD SERVICE

TABLE 4.1- SUGGESTED ACTION PLAN FOR 2012 AND 2013

LIST OF FIGURES

FIGURE 1.1: THE KANO DIAGRAM

FIGURE 2.1- DEBIT CARD MARKET SHARE IN 2010

FIGURE 2.2- MARKET SHARE OF INTERNATIONAL CARD IN VIETNAM. 2010

FIGURE 2.3- BANKS- POINT OF SALE IN VIETNAM. 2010

FIGURE 2 customer satisfaction assessment on vietnambanks card service quality .4- REVENUE OF

INTERNATIONAL CARDS IN VIETNAM. 2010…………………………………………..’

FIGURE 3.1- AGE OF RESPONDENTS

FIGURE 3.2- GENDER OF RESPONDENTS

FIGURE 3.3- WORKING FIELD OF RESPONDENTS

FIGURE 3.4- RESPONDENTS’ USE OF BANK CARD

FIGURE 3.5- DECISIVE FACTORS TO CHOOSE BANK CARD SERVICE

FIGURE 3.6- USE OF BANK CARD SERVICE

FIGURE 3.7- CUSTOMER customer satisfaction assessment on vietnambanks card service quality

SATISFACTION ON VIE TINBANK CARD SERVICE RANKING BY

SATISFACTION I.EVE1

FIGI RE 3.S- CUSTOMER SA I ISFACTION ON VIEUNBANK CARD SERVICE RANKING BY

DISSATISFACTION LEVEL

FIGURE 3.9- I ROUBLE IN TRANSAC I ION

FIGURE 3.10- CUSTOMER SATISFACTION TOWARD TROUBLE SOLVING or VTETINBANK

FIGURE 3.11- CUSTOMER SATISFACTION OF VTEHNB.VNK CARD

FIGURE 3.12- SPIDER CHAR I OF VIE UNBANKS CARD SERVICE customer satisfaction assessment on

vietnambanks card service quality QUAI.I TY

FIGURE 3.13- HISTOGRAM DLVGRAM or SATISFACTION LEVEL

FIGURE 3.18- COMPARISON or VTETINB.XNK AND OTHER BANKS’ CARD SERVICE

FIGURE3.15- COMPARISON OF CUSTOMERS’ EVA1.UA I ION ON VIEUNBANK’S AND o I HER

BANKS’ CARD SERVICE QUALITY

INTRODUCTION

Problem identification

Retail banking sen ices especially bank card services are increasingly popular in daily life (Hue. 2010). Most of banks in over the world customer satisfaction assessment on vietnambanks card service quality develop retail services having remarkable contributions to their revenue and profit. Nowadays, banks not only concentrate on traditional service including deposit, loan and letter of credit but also develop value added sendees such as card, internet and mobile banking. These services have been becoming really important because they created differentiation among banks. In Vietnam, bank card sendees have been toughly competitive (Hue. 2010). Among 47 domestic banks. 37 joint stocked commercial banks together with four 100% foreign banks including Citibank, AN/, customer satisfaction assessment on vietnambanks card service quality bank. HSBC and Standard and Charter Bank can issue cards and have point of sales through which customer could pay by cards. However, financial experts in Vietnam believed that banking card market in Vietnam is still in early stage as the market size is much smaller than the financial market.

Vietnam Joint Stock Commercial Bank for Industry and Trade (Victinbank) is one of three biggest banks in Vietnam in terms of capital and revenue. Up to now, the card sendee has been provided by Vietinbank for customer satisfaction assessment on vietnambanks card service quality 17 years. Among 41 bank card issuing organizations in Vietnam. Vielinbank holds about 20% of market share al the moment and thus, is believed to be one of two leading banks in card market. In addition to that, bank card sendees are paid attention in Vietinbank’s business strategy in coming lime. However. Viclkinbank has never measured customer satisfaction on card senices to make sure if the sendees conform to customer requirements. Data collected by the Sendee Department of Card Centre showed that many customers complained about customer satisfaction assessment on vietnambanks card service quality poor senices and said they expected quality improvement.

In order to better sene customer, Vietinbank need to assess customer satisfaction and look for the opportunity to improve card sen ice quality.

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