Factors impacting customer satisfaction at BIDV bank in vietnam

Business Management Open Access Research Article Factors Impacting Customer Satisfaction at BIDV Bank in Vietnam Nguyen Hoang Tien 1 , Dinh Ba Hung Anh 2 , Nguyen Thanh Vu 3 , Bui Xuan

Business Management

Open Access Research Article

Factors Impacting Customer Satisfaction at BIDV Bank in

Vietnam

Nguyen Hoang Tien 1 , Dinh Ba Hung Anh 2 , Nguyen Thanh Vu 3 , Bui Xuan Bien 4 , Vu Tuan Anh 5 , Nguyen Van Dat 6

and Nguyen Thanh Hung 7

1Ho Chi Minh City University of Food Industry, Vietnam

2Ho Chi Minh City University of Technology, Vietnam

3Nguyen Tat Thanh University, Vietnam

4Hanoi Finance and Banking University, Vietnam

5Da Lat University, Vietnam

6Tay Nguyen University, Vietnam

7Binh Duong University, Vietnam

I NTRODUCTION

To The Research Problem

In Vietnam today, there are many banks, each bank

creates its own card products to serve its customers,

leading to increasingly fierce competition among banks

in this type of service paralysis Therefore, in addition to

continuously applying technical and technological

achievements and improving the utility features for card

services, banks must also find ways to make customers

satisfied when using the card service Determining the

factors affecting customer satisfaction and measuring the

influence of these factors on customer satisfaction when

using card services is a key point in business activities

card services of banks Currently, the level of

competition in banking activities is increasingly fierce

Service quality and customer satisfaction are very

important concepts that banks need to understand in

order to constantly increase their competitiveness in

business to survive and develop Banks that win the

attention and loyalty of customers will have sustainable

development Service quality will bring customers

satisfaction to a certain level that we can measure Customers have a high level of satisfaction with a product or service that the bank is providing them, the bank has won the interest and loyalty from customers The customer-oriented business strategy is being paid special attention by banks Therefore, the bank studying customer satisfaction for each product and service is an important job that needs to be done regularly to constantly improve the quality of each product and service to bring satisfaction highest for customers when they use the bank's products and services

Rationale

Reliability, Empathy, Tangibles, Responsiveness, Service Capability, Service Price These six components contribute positively to customer satisfaction, are tested and meet the requirements for the model's value, reliability, and fit with market data

According to Parasuraman (1985, 1988) "Service quality is defined by the difference between customers'

Abstract: Currently, with increasingly fierce competition for market share among banks,

improving customer satisfaction at banks is an issue that needs special attention Therefore,

it is necessary to conduct analysis and assessment of customer satisfaction about the bank's products and services and service culture to know how customers perceive themselves, know the advantages and disadvantages of the bank Need to be maintained and inadequacies should be corrected Not outside the general trend of banks today, BIDV is also aware of the importance of improving customer satisfaction when using BIDV's services to create a competitive advantage with other banks Other customers, namely individual customers, are

an important component of the bank's main profit

Keywords: satisfaction, banking, customers, competition

*Corresponding Author

Nguyen Thanh Vu

Article History

Received: 11.07.2021

Accepted: 29.07.2021

Published: 10.08.2021

Citations:

Nguyen Hoang Tien, Dinh Ba Hung

Anh, Nguyen Thanh Vu, Bui Xuan

Bien, Vu Tuan Anh5, Nguyen Van

Dat and Nguyen Thanh

Hung(2021); Factors Impacting

Customer Satisfaction at BIDV

Bank in Vietnam Hmlyan Jr Eco

Bus Mgn; 2(4) 44-51

DOI: 10.47310/Hjebm.2021.v02i04.006

expectations of the service and their evaluation of the

service they receive" Parasuraman (1985) introduced a

model of five gaps and five components of service

quality, called Servqual for short, Servqual is a

combination of two words "Service" and "Quality" and

is evaluated by many researchers as quite

comprehensive (Svensson, 2002) After that, Servqual

continued to be perfected through focusing on the

concept of "Quality Perception" of consumers because

the customer's quality perception is the most objective

assessment of quality of service

Service quality is the ability of the service to meet the

expectations of the customer using the service, or in other

words, all the additional activities and benefits that the

bank brings to the customer in order to repeat, strengthen

and expand long-term partnerships with customers

through creating customer satisfaction

Satisfaction is a function of expectations, perceived

together with the gap between perception and

expectation (Oliver, 1980; King, 2000) Service quality

is the factor that has the most impact on customer

satisfaction customers (Cronin and Taylor, 1992; Yavas

et al, 1997; Ahmad and Kamal, 2002) If a service

provider provides customers with quality products that

satisfy their needs, that business has initially made

customers satisfied

The study will take the SERVPERF scale as the

foundation for building a research model Besides,

according to Fornel (1996) that the first factor

determining customer satisfaction is perceived quality,

the second factor is perceived price, so adding price to

the proposed model:

 Reliability has a direct and positive influence on

customer satisfaction

 Empathy has a direct positive influence on

customer satisfaction

 Tangible means have a direct influence on

customer satisfaction

 Responsiveness has a direct influence on customer

satisfaction

 Service capacity has a direct influence on customer

satisfaction

 Perceived price has a direct influence on customer

satisfaction

R ESEARCH M ETHODS

To carry out this research, this thesis focuses

on implementing the following methods:

Qualitative method

Preliminary research was carried out by qualitative

method with group discussion and mock interview

techniques The purpose of this study is to adjust and

supplement the e-banking service quality scale

To carry out the qualitative research, the team

experts and a few provoking discussion questions for the client that provided additional information that the essay was missing Location is at BIDV bank in Ho Chi Minh City

After consulting with experts and customers, the team has drawn the following results:

Core Products and Services

 A convenient and modern "deposit service" observation variable helps customers easily transact and manage their accounts

 The observation variable “ATM” is present in many locations, saving customers' time in searching

 The observation variable "banking service by phone" is implemented on a seamless and uniform multi-platform from mobile phones, websites, watches and smart keyboards Personalize and customize the interface, make financial transactions, payments and shopping easy

 The observed variable "lending" promptly meets all financial needs

 Human factor providing service

 The observed variable "providing banking services"

is correct and sufficient as what the staff advised the customer before experiencing the service

 The observed variable “customer care” always helps and meets customer requirements, makes customers feel safe and ensures customer transactions

Service Delivery System

 Observable variable "Internet banking" standardizes and simplifies the way of providing services so that banking services can reach customers in the shortest time without any problems, improving technology capacity to provide high quality service to customers

Tangible Media

 The observed variable "service environment" is comfortable for customers when coming to the transaction

 Turn the observation of "staff appearance" neat, clean, enthusiastic, quick to support customers

Social Responsibility

 The observed variable "behaves fairly" with all customers, regardless of occupation or class

 The observed variable "responsibility" shows the publicity among bank employees such as leaving on time, regularity, honesty

Quantitative Methods

Quantitative methods in the form of face-to-face and telephone interviews were used to collect information from customers using e-banking services of BIDV and

some commercial banks other businesses in Ho Chi

Minh City

Reliability Factor Method

Collected information will be processed by Scale

software after being evaluated by Cronbach alpha

reliability coefficient method and EFA exploratory

factor analysis, multiple regression analysis is used to test the research model rescue

Research Results

Evaluation of reliability by Cronbach

Aggregate reliability of observed variables

Observed variables Scale average if

variable type

Scale variance if variable type

Correlation

Cronbach's Alpha if this coefficient between

variable type variable and sum

Component Reliability: Cronbach's Alpha = 0.884

TC1 17.19 6,000 won 822 837

TC2 17.28 5.951 786 844

TC3 17.27 6.157 707 863

TC4 17.21 5,978 782 845

TC5 17.51 6.745 527 903

Service environment component : Cronbach's Alpha = 0.796

MT1 11.74 3,674 658 720

MT2 11.40 4.289 617 745

MT3 11.46 4,573 499 795

MT4 11.67 3.403 682 709

Response component : Cronbach's Alpha = 0.740

DU1 11.72 3.230 531 683

DU2 11.56 3,380 589 650

DU3 11.79 3.389 510 694

DU4 11.82 3.539 505 696

Empathy component : Cronbach's Alpha = 0.779

DC1 10.08 5.738 442 801

DC2 10.10 5.030 667 679

DC3 10.26 4.842 694 663

DC4 9.87 6.056 558 741

Brand ingredients : Cronbach's Alpha = 0.862

TH1 6.24 2.725 730 813

TH2 6.35 2,690 779 767

TH3 6.21 2,790 704 836

Price component : Cronbach's Alpha = 0.870

GC1 7.46 2.930 698 866

GC2 7.71 2,596 782 790

GC3 7.88 2.325 789 787

Tangible media component: Cronbach's Alpha = 0.642

PT1 11.84 1.680 386 598

PT2 12.22 1,598 412 581

PT3 11.97 1.825 477 554

PT4 11.73 1,500 yen 441 562

Components of customer satisfaction: Cronbach's alpha = 0678

HLKH1 11.85 1,704 447 621

HLKH2 12.24 1.528 470 605

HLKH3 12.03 1,724 467 612

HLKH4 11.79 1.408 474 609

Source: Analytical data from the author's team

With the results of the reliability assessment by

Cronbach's Alpha, all scales have Cronbach's Alpha

coefficient ≥ 0.6 The component with the lowest

Cronbach's alpha coefficient is 0.642 (scale into tangible

means), the highest is the reliable component of 0.884

The other components all have Cronbach's alpha

coefficient in the range from 0.67 to 0.88 and the

correlation between the variable and the sum is greater

than 0.3 This result shows that all measured variables meet the requirements

Exploratory factor analysis EFA of independent and dependent variable scales

The Kaiser-Meyer-Olkin Measure of Sampling Adequacy (KMO)=0.706 > 0.5 and 0.654 >0.5, and the Bartlett statistic value is very small compared to the significance level of 0.05, which proves the data used for analysis factor (EFA) is perfectly appropriate

The results of the factor analysis of the independent variables (Factor Rotation Matrix)

Components

The results of EFA exploratory factor analysis show

that the factor loading coefficients are all greater than

0.5, and there is no case that both factors are uploaded

at the same time with the loading coefficients close to

each other, so the factors can be guaranteed Convergent

and discriminant values in EFA analysis Thus, the

EFA analysis obtained 07 explanatory factors namely

TC, MT, DC, TH, GC, DU and PT with the scale

components kept as originally proposed, the extracted

variance value reached 65.67 %

Correlation Test

The results of the correlation test show that the model

has a fairly close correlation between the dependent

variable of satisfaction and the independent variables,

but the correlation between the independent variables is

not significant at the 5 level % This is a satisfactory

condition for linear regression analysis

Linear Regression Analysis

Wald test for the statistical significance of the

independent variables, of the UN in n TC, MT, GC, DU,

DC, TH threads u -value P-value < a = 0.05 showed that

these variables mean statistics at 5% significance level

The value of the adjusted regression coefficient R2 =

76.46% indicates that the participation of the above 6

independent variables explained 76.46% of the variation

of the variable on customer satisfaction when using the

service Retail service of BIDV Nha Trang branch Also

from Table 6, Fisher's test, the F coefficient has P-value

= 0.000 < 0.05, giving us the conclusion that the model

Using the variables in the model, the formal regression equation takes the form:

HLKH = 0.0616 + 0.1307

*TC+0.1404*MT+0.2184*GC+0 3569*DU+

0.1392*DC + 0.0392*TH + ei

From the results based on the value of the normalized regression coefficient, the order of factors affecting customer satisfaction in turn is: Response (DU,0.5256);

(DC,0.2609); Service environment (MT, 0.2263); The profile (TC, 0.2003); and Trademarks (TH, 0.0786) The independent variables have the values of the exaggerated variance coefficient (VIF) are all less than

10, so the regression model does not have multicollinearity

Test of error according to normal distribution (Jarque-Bera test)

From the results of the histogram, it shows that P- value (Jarque_Bera) = 0.1628 > 0.05, so we conclude to accept the hypothesis Ho, that is, the residual (RESID) responds according to the normal distribution

Test of constant error variance (White tesT) and Independent error test (non-autocorrelated residuals- Breusch-Godfrey test)

The results show that P-value (Obs*R 2 ) = 0.1707 > 0.05, so the conclusion accepts the hypothesis H o , that

is, the residual has unchanged variance Similarly, it shows that P-value (Obs*R 2 ) = 0.4106 > 0.05, so we conclude that we accept the hypothesis H o , that is, the

residuals are independent In summary, the regression

model tests are appropriate and scientific

Through the obtained research results, it shows that

the satisfaction of individual customers at BIDV Bank

is influenced by 6 components and their influence levels

are arranged in descending order as follows: response (β

= 0.526); Price (β = 0.429); Empathy (β = 0.261);

Service environment (β = 0.226); Reliability (β

= 0.20), Brand (β = 0.079) compared with the initial

hypothesis, the tangible media variable was excluded

because it did not meet the condition of correlation with

customer satisfaction personal goods

4.2 Discussing the Results

that responsiveness is the most influential factor, so

BIDV needs to pay special attention and take the

initiative to improve this factor Specifically, to meet the

product requirements: The Bank always has a variety of

savings deposit products to serve customers, which is the

component of the meeting that is most agreed by

customers, so it is necessary to focus on promoting the

content this content In order to respond to people, the

Bank should consider improving the professionalism of

its employees by further quantifying KPIs that apply

specifically to employees in all service departments At

the same time, it is necessary to apply some measures to

motivate employees, such as: reasonable remuneration

policies to motivate employees to work Only when they

really love their work and are loyal to the working unit,

then the employees will work hard, with enthusiastic,

attentive service attitude, wholeheartedly for customers

capabilities of BIDV staff Can be confirmed, a

professional services environment, the essential

foundation must come from professional people That is,

the operational expertise and good sense of

responsibility, understanding of customer needs To

achieve this, the executive branch should focus on

organizing staff training, especially skills of handling

sensitive situations in communicating with customers,

towards professionalism in every department from

operational parts directly to all other support Building

cultural environment working professional, the

opportunity to share with every customer and service

oriented environment, cooperation, long-term success

BIDV cầ n identified here are the results from the

discipline, policies and organizational KPIs clearly and

thoroughly trained staff Therefore, BIDV should

maintain honesty in all activities, fully, responsibly and

effectively perform all commitments to create trust for

customers Therefore, in addition to a clear discipline

policy and process, besides, behavioral training courses

according to standards, handling and providing accurate

information need to be organized and monitored regularly

that one of the factors affecting customer satisfaction is

necessary to listen to feedback from customers, make them feel cared about, valued and express the bank's interest will be a very effective measure in improving satisfaction, thereby continuously improving the quality of banking services Understanding the products that the bank is selling is a necessary condition

to empathize with people who are using the bank's products and services

Therefore, the diversification of retail products and services, such as savings interest rates, interest rates on demand accounts, and service fees are money transfer fees and statement printing fees, card issuance fee, online banking service fee, customers always want preferential interest rates and low service costs Banks that find a suitable balance to meet this factor can increase customer satisfaction

individual customers need to develop an appropriate brand strategy for each type of individual retail product and service based on the general brand strategy of BIDV, and based on the overall strategic goal for all retail products and services, thereby serving as the foundation for building separate goals with KPIs, giving clear communication messages for each product specific retail products This will help assess the level of satisfaction and awareness at each retail product more clearly, create a feeling and affection for the BIDV brand

of individual customers, and help improve the effectiveness of brand communication brand in accordance with the brand strategy of the head office

C ONCLUSIONS AND

R ECOMMENDATIONS

“Customer satisfaction is a customer's overall attitude towards a service provider, or an emotional response to the difference between what the customer anticipated and what he received for the fulfillment of some need, goal or desire” This is the foundation, a necessary condition in any customer retention strategy of the business as well as to build a loyal customer system Initial construction includes 05 factors affecting customer satisfaction about BIDV banking services including: Reliability, service capacity, assurance, sympathy

The factor "Service capacity" has the strongest

influence on customer satisfaction, followed by the

factor "Reliability" This means that the more customers

feel the reliability and service capacity of the service as

well as the bank staff bring them more

Customer satisfaction is a vital factor and a goal that

banks are currently pursuing Along with the

increasingly fierce competition in the business

environment, it becomes increasingly necessary to learn

about customer needs and factors affecting customer

satisfaction

How to get more new customers to trust and choose

a bank is always a top question and an important task of

each bank From there we can see how the influence of

the customer is

In the service sector, especially banking, the role of

satisfying customer needs is even more important,

stemming from the nature of interaction between

customers and the bank as well as the positive effects that

banks have on them goods obtained More specifically,

if the bank gives high satisfaction, customers will

continue to use the service and always support the bank's

new products and services, recommend the bank to other

major partners to become a loyal customer of the bank

Thereby contributing to increase in sales, market share,

profit and position of the bank in the market

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of University Scientific Conference on: “Binh Duong Tourism, Enhancing Competitiveness to- wards Sustainable Development”, 55-67 Binh Duong Department of Culture, Sport and Tourism December 2018

66 Tien, N H (2018) Hanoi Culture of Cuisine as

of University Scientific Conference on: “Values of Gastronomic Culture in Tourist Activities”, 101-

105 Faculty of Social Science and Humanities, Department of Culture and Tourism 21 May 2018, Tien Giang University

67 Tien, N H (2020) Sustainable Development of

Higher Education A Case of Business Universities

SITY NATURAL SCIENCES”, Vol 47, No 12.,

41-56

68 Tien, N H (2019) Solutions for Tuyen Quang and

Binh Phuoc International Tourism Products and

TERNATIONAL JOURNAL OF RESEARCH IN

Vol 2, No 1, 131-137

69 Tien, N H (2019) Trade Freedom and

Protectionism of Leading Economies in Global

SEARCH”, May 2019, Vol 5, No 3, 100-103

70 Tien, N H (2019) Comparative Analysis of

Advantages and Disadvantages of the Modes of

NATIONAL JOURNAL OF ADVANCED RESE-

NAGEMENT”, Vol 5, No 7, 29-36

71 Tien, N H (2019) Related and Non-related

Diversification Strategy of Domestic Business

NAL OF ADVANCED RESEARCH IN ENGI- NEERING AND MANAGEMENT”, Vol 5, No 7, 12-17

72 Tien, N H (2020) Social Entrepreneurship and

MANAGEMENT”, Taylor and Francis Publisher, Vol 7, No 1, 1-17

73 Tien, N H (2020) Staff Motivation Policy of

MANAGEMENT AND ECONOMICS”, , Vol 3,

No 1, 1-4

74 Tien, N H (2019) Working Environment and

Labor Efficiency of State Owned Enterprises and

No 2, 64-67

RESEARCH IN MARKETING MANAGEMENT AND SALES”, Vol 1, No 2, 24-27

76 Tien, N H (2021) Sustainability of Coastal

Tourism Development: Comparative Analysis of Vietnam’s Northern and Souththern Provinces

“JOURNAL OF SOUTHWEST JIAOTONG UNIVERSITY”, Vol 55, No 6., 1-19

77 Tien, N H (2020) Knowledge Management in the

TIONAL JOURNAL OF COMMERCE AND ECONOMICS”, Vol 2, No 1, 39-44