INTRODUCTION
Background
Internet Banking is a service provided by banks through secure websites, utilizing the Internet as a transaction channel It enhances traditional banking methods by offering customers additional online services According to Daniel (1999), Internet banking encompasses the delivery of banking information and services to customers via the Internet, making it synonymous with online banking.
Internet banking enables users to efficiently manage their finances and conduct various banking transactions online from the comfort of their home, office, or anywhere, 24/7 In Vietnam, these internet banking services have been available since 2004.
Vietinbank, in VietNam has internet banking in 2008, which was known as www.ebanking.vietinbank.vn Besides that, Vietibank has also launched the new
“look and feel” of www.ebanking.vietinbank.vn, website that combines a simple experience in layout, design and its navigation.
Internet banking has emerged as a leading service among retail banking customers in Vietnam in recent years Vietinbank is committed to continuously enhancing its internet banking services to provide a superior banking experience, aiming to attract new customers and retain existing ones.
Research problems
The competitive landscape of the financial services market has intensified pressure on banks to innovate alternative delivery channels aimed at attracting customers and enhancing their perceptions to foster loyalty One significant development in this area is Internet Banking, which has seen substantial investment from banks to enhance its implementation and accessibility.
Banking services are designed to enhance customer satisfaction and loyalty, which in turn boosts income and profits The challenge for software designers, marketers, and human-computer interaction experts is to develop a business model that improves productivity and financial performance while simultaneously adding value for customers, employees, and suppliers.
When assessing the quality of Internet Banking (E-banking) services, customers prioritize various factors that influence their evaluations While some users value the response time and efficiency of service providers, others place greater importance on security and privacy, and some prioritize website design and user-friendliness This diversity in expectations highlights the unique requirements of each customer However, there are common essential elements that all online banking users share, which are crucial for their overall satisfaction with the service This study aims to explore these shared expectations among E-banking customers.
Research objectives
This study thus aims to fill the gap in the literature by focusing on the impact of service quality of Internet Banking on customer satisfaction in VietinBank
Specifically this study aims at achieving the following with the aim of answering the research question:
- To identifying the major service quality dimensions that satisfy customers in Internet Banking
- To identify the correlation between service quality of internet banking and customer satisfaction.
Research question
This research aims to determine factors of service quality that affects customer satisfaction of Internet Banking in VietinBank Base on that, I conduct this study
RESEARCH PROJECT– BMBR5103 with the following questions:
How can service quality affecting customer satisfaction of Internet Banking in VietinBank?
Research methodology
The survey method was used to collect primary data for this study.
This study and it is used to explore the factors affecting customer satisfaction in VietinBank.
The questionnaire was designed to gather comments on the service quality and customer satisfaction randomly selected from age 18 and upwards.
To gather secondary data, I utilize various published resources from the Internet, newspapers, and previous research studies Thanks to the support from VietinBank, I have easy access to their customer database, which facilitates the sampling process for our research.
Limitations
This study focuses on Internet Banking, a component of Online Banking, and examines customer satisfaction specifically among individual customers of VietinBank The research is confined to customers from the bank's head offices, ensuring a targeted analysis of their experiences with Internet banking services.
This research was conducted with not very large sample size, therefore the research data cannot represent for the whole customers of VietinBank.
Structure of paper
This study was designed to come up with main five chapter:
This chapter provides an overview of the research, including essential background information on VietinBank and the motivation behind selecting this research topic It outlines the key components of the study, such as the research objectives, research questions, and limitations, setting the stage for a comprehensive exploration of the topic.
This article presents a theoretical framework for understanding service quality and customer satisfaction, which serves as the foundation for developing a measurement model and formulating hypotheses for subsequent research.
In this chapter, I outline the methods used to gather data from customers and other valuable sources, which will be crucial for analyzing the subsequent chapter and addressing the research questions All necessary techniques were implemented to meet the research objectives effectively.
- Chapter 4: Data Analysis and Findings
In this chapter, I will analyze the raw data collected from customers utilizing Internet Banking services at VietinBank and other sources Subsequently, I will interpret these numbers and results to derive meaningful insights that can be utilized effectively.
This part summarizes final round the result of the research and give recommendations for enhancing service quality to improve customers’ satisfaction of Internet Banking service in VietinBank.
Conclusion
In summary, the introduction chapter offers readers a comprehensive overview of the research topic, covering essential elements such as the background, objectives, research questions, significance, methodology, limitations, and the overall structure of the paper A thorough understanding of this section will facilitate readers' engagement with the subsequent parts of the research.
LITERATURE REVIEW AND THEORETICAL MODES
Introduction
This chapter will have a review on literature and related models to the research problem.
This article explores the assessment of e-banking service quality and its impact on customer satisfaction at VietinBank It delves into key concepts such as service, service quality, and customer satisfaction, highlighting the critical relationship between service quality and customer satisfaction Additionally, it introduces various models designed to measure both service quality and customer satisfaction The chapter concludes by presenting theoretical models and formulating hypotheses for further research.
Internet Banking
Internet Banking enables customers to conduct electronic transactions through the bank's website Since its inception, E-Banking has facilitated access to a variety of market products and services offered by banks.
With the development of technology, E-Banking is a commercial tool to perform banking transactions as common as: writing checks, paying bills, transferring funds, printing statements, and inquiring about account balances.
E-Banking has evolved into a “one stop service and information unit” that promises great benefits to both banks and consumers.
Internet banking services are essential for the long-term viability of banks in the evolving landscape of electronic commerce, with significant growth anticipated in the Internet banking market in the coming years This surge is likely to impact the competitive edge of traditional branch banks.
Service
Today, there exist many different concepts of service derived from different approach and problems solving.
In economics, a service is defined as an intangible economic good that differs from tangible products Various researchers have explored different aspects of services, and this study presents several key concepts related to this field.
Zeithaml and Britner (2000) defined service as an activity, a process, and method to conduct a work to create usage value to customers in response to their needs and expectations.
Kotler and Armstrong (2004) define service as activities or benefits provided to customers to foster long-term relationships In this study, service is viewed as non-tangible activities and benefits aimed at satisfying customer needs Specifically, this research focuses on the Internet Banking services offered by VietinBank.
The four basic characteristics of service:
Service products are inherently intangible, lacking a physical form that customers can see or touch prior to use While users can assess service quality during their experience, predicting it beforehand is challenging To mitigate this uncertainty, customers often seek indicators of service quality, drawing conclusions from various elements such as the environment, personnel, equipment, and pricing Ultimately, the perceived quality of service is subjective and difficult to quantify accurately (Robinson, 1999).
Variability, also known as service differentiation, highlights the inconsistency in service quality, which can fluctuate based on individual customer experiences Each interaction may yield different perceptions of service quality, influenced by personal expectations and perceptions As a result, customers may assess services on a spectrum from poor to excellent, making it challenging to establish standardized service benchmarks compared to tangible products.
Inseparability in services highlights the challenge of distinguishing between service creation and user participation, as both occur simultaneously Unlike tangible goods, which are produced, stored, and distributed before reaching the consumer, services often involve customers in the creation process This is especially true for labor-intensive services, where quality is determined during delivery and is influenced by the interaction between customers and service employees Therefore, customer involvement plays a crucial role in enhancing service quality.
Services are inherently perishable, meaning they cannot be stored like physical goods The timing of service delivery is crucial to its effectiveness, as services are utilized immediately and often concluded shortly thereafter.
Figure 1 : Characteristics of Services(Mason, OH: Atomic Dog Publishing, 2007)
Service quality
Service quality is a crucial aspect of business management that enhances customer satisfaction while boosting competitiveness and efficiency within the industry.
Service quality refers to how well a service meets customer needs and expectations (Lewis & Mitchell, 1990) According to Philip Kotler et al (2005), it encompasses various attributes such as durability, reliability, accuracy, ease of use, and editability, all of which contribute to the overall effectiveness of a service.
Cultural differences across countries can lead to varying perceptions of service quality among consumers (Malhotra et al., 2005) According to Parasuraman (1985, 1988), service quality is defined as the discrepancy between customer expectations and their actual experiences with the service.
Service quality assessment, as outlined by Lehtinen et al (1982), involves evaluating both the service delivery process and the final results Grönroos (1984) further identified two dimensions of service quality: technical quality, which pertains to the actual service provided, and functional quality, which focuses on the manner of delivery This study utilizes the SERVQUAL model as a framework for measuring service quality.
This article explores the challenges of measuring the gaps between different levels of service quality using standardized tools It investigates the factors influencing these gaps and examines whether variations exist across industries The discussion is anchored in a service quality model that identifies five key quality gaps, providing a framework for understanding and addressing service deficiencies.
- Gap 1: between consumer expectation and business perception
- Gap 2: between business perception and service quality specification
- Gap 3: between service quality specification and real service delivery
- Gap 4: between real service delivery and external information to customers
- Gap 5: between real service delivery and consumer expectation
Figure 2 : Five Gaps in the ServQual model (Source : Parasuraman et al (1985))
In 1988, the SERVQUAL model was introduced to assess customer perceptions of service quality, identifying ten key service components: reliability, responsiveness, competence, access, courtesy, communication, credibility, security, understanding, and tangibles These components were ultimately refined into five core dimensions of service quality: reliability, responsiveness, assurance, empathy, and tangibles.
The SERVQUAL model to measure the perception of service through five service quality components, including:
- Reliability: showing the ability to provide services accurately, on time and prestige This requires consistency in the implementation of the service and keeping the commitments to customers.
Responsiveness refers to the capacity of a service provider to address customer issues swiftly and effectively, ensuring complaints are managed efficiently It emphasizes the importance of meeting customer needs and expectations, highlighting the promptness of the provider's reactions to customer requests.
Assurance is a key factor in establishing credibility and trust, as it encompasses professional service, extensive knowledge, a polite demeanor, and effective communication skills, all of which contribute to customers feeling at ease when utilizing the service.
Empathy in customer service is essential for creating a caring environment where customers feel valued and welcomed at all times Prioritizing the human factor fosters a deeper connection, as attentive service providers who show genuine concern can enhance customer satisfaction and loyalty.
Tangible elements in a bank encompass the visible aspects such as the exterior of the facilities, equipment, machinery, and the professional demeanor of the staff Additionally, it includes documents, manuals, and communication systems that customers can directly observe These tangible factors play a significant role in shaping customer perceptions and experiences.
Customer satisfaction
Customer satisfaction is considered the cornerstone of the marketing concept of satisfying the needs and wishes of customers (Spreng, MacKenzie, & Olshavsky,
1996) Customer satisfaction is a key factor to sustain long-term success of the business and business strategy suited to attract and retain customers (Zeithaml,
Customer satisfaction is defined as the customer's response to the gap between their prior experiences and their expectations (Parasuraman, 1988; Spreng, 1996; Terry, 2002) It reflects how customers perceive the service they receive compared to what they anticipated.
Kotler & Keller (2006) suggest that a person's satisfaction is influenced by their comparative perception of a product relative to their expectations Satisfaction can be understood through three distinct levels.
- If the perception of customer is smaller than customers expect, customer will feel unsatisfactory
- If the perception of customer is the same as customers expect, customer will feel satisfied
- If the expectation of customer is bigger than customers expect, customer will feel satisfied or amused
The Customer Satisfaction Index (CSI) has emerged as a vital economic indicator globally, significantly influencing business strategies Enhancing customer satisfaction has become a key development goal for many companies, as it serves as a crucial competitive advantage CSI effectively measures customer perceptions of brands and assesses business operations across various industries, ultimately reflecting the overall economic health of a country.
A Customer Satisfaction Index (CSI) program aims to identify and assess the factors influencing customer satisfaction, particularly in comparison to competitors This analysis serves as a foundation for developing effective business and marketing strategies for products or services.
- American Customer Satisfaction Index – ACSI
The American Customer Satisfaction Index (ACSI) reveals that perceived value is shaped by perceived quality and customer expectations, with the latter directly influencing perceived quality Higher customer expectations lead to elevated standards of perceived quality, necessitating that products and services meet these expectations to ensure customer satisfaction Ultimately, customer satisfaction is determined by the interplay of perceived quality, expectations, and perceived value; when perceived quality and value exceed expectations, it fosters customer loyalty, while unmet expectations can lead to consumer complaints.
Figure 3: American Customer Satisfaction Index Source: Fornell, C., Johnson et al (1996).
- European Customer Satisfaction Index – ECSI
The European Customer Satisfaction Index (ECSI) is a program established by several EU countries, originating from Sweden, that differs from the American Customer Satisfaction Index (ACSI) in its focus on the impact of product and brand image on customer expectations ECSI measures customer satisfaction through four key factors: image, perceived value, and both tangible and intangible product quality While ACSI is primarily used for the public sector, ECSI is designed for assessing products and industries, allowing for a deeper understanding of consumer experiences and the causal relationships between satisfaction elements and customer loyalty.
Figure 4 : European Customer Satisfaction Index – ECSISource: José Vilares, M., & Simões Coelho, P (2003).
Relationship between customer satisfaction and service quality
The connection between service quality and customer satisfaction has been extensively explored over the past decade Numerous studies in the service sector have consistently found that while service quality and customer satisfaction are related, they are distinct concepts (Bitner, 1990; Boulding et al., 1993).
Customer satisfaction is a general concept to express their satisfaction consuming a service, and service quality is concerned about the specific components of service
Service quality plays a crucial role in determining customer satisfaction, as highlighted by Oliver (1993) and supported by the findings of Parasuraman (1985, 1988) Research by Cronin and Taylor (1992) confirmed that perceived service quality directly influences customer satisfaction, establishing it as a fundamental premise for achieving satisfaction (Cronin & Taylor, 1992; Spreng & Mackoy, 1996) Furthermore, Ruyter et al (1997) identified service quality as the primary factor impacting customer satisfaction.
According to Oliver (1993), although close relationship, the service quality and customer satisfaction have certain differences shown in the following aspects:
- The criteria for measuring the service quality are specific nature, while customer satisfaction may be related to other factors such as price, customer relationship
Service quality evaluation relies on the effective implementation of services, while customer satisfaction is determined by comparing the perceived value with the expected value of those services.
- Perception of service quality is less dependent on experience with service providers, business environment, while customer satisfaction depends more on these factors.
Conceptual research model and proposed hypothesis
SERVQUAL was very useful for assessing service quality Not only be used for research in the field of marketing which is also widely used in other fields (Brown,
1993) such as health care services (Babakus & Mangold, 1992 , Bebko & Garg,
In this study, the evaluating service quality of internet banking using SERVQUAL model including five component: Reliability, Responsiveness, Assurance, Empathy, Tangible.
H1: Factor of reliability of Internet Banking positively influences customer satisfaction.
H2: Factor of responsiveness of Internet positively influences customer satisfaction.
H3: Factor of Assurance of Internet Banking positively influences customer satisfaction.
H4: Factor of Empathy positively influences customer satisfaction.
H5: Factor of Tangible of Internet Banking positively influences the customer satisfaction.
2.7.3 The scales service quality and customer satisfaction
This study used 5 point Likert scale, with 1 Strongly disagree and 5 Strongly agree.
2.6.3.1 The scale of service quality of Internet Banking in the
The SERVQUAL model for measuring Internet Banking service quality encompasses 21 variables across five key dimensions These include Reliability, which consists of five observed variables; Responsiveness, with three observed variables; Assurance, featuring four observed variables; Empathy, also comprising four observed variables; and Tangibles, which includes five observed variables.
1 VietinBank are implementing services of E-Banking (account management, bill payment, electronic funds transfer, ) exactly what was promised
2 When you have questions or complaints, the bank always satisfactorily resolved
3 VietinBank implemented services of E-Banking services right the first time.
4 VietinBank providing services of E-Banking at a time when the VietinBank promised
5 VietinBank inform you when e-banking services are done
6 VietinBank's staffs serve you carefully
7 VietinBank's staffs are always willing to help you
8 VietinBank's staffs serve you carefully during rush hour
9 VietinBank's staffs always give confidence to you
10 Do you feel safe when using the E-Banking's services?
11 VietinBank's staffs are always polite to you
12 VietinBank's staffs have specialized knowledge to answer the question of you
13 VietinBank show excessive interest in you
14 VietinBank's staffs show excessive interest in you
15 VietinBank pay attention to the most interested in your
16 VietinBank's staffs understand the special needs and interests of you
18 VietinBank's facilites are attractive, VietinBank's Website is professional
19 VietinBank's staffs have neat costume, polite
20 Website and the device support transactions of VietinBank are very attractive
21 VietinBank has working time fit for the transaction of E-Banking
2.6.3.2 The scale of customer satisfaction with service quality of E-Banking
According to Lassar (2000) scale of customer satisfaction include 3 variables observed as follows:
1 You are completely satisfied with the quality of E-Banking services of VietinBank
2 You will introduce E-Banking services of VietinBank to others.
The GAPs in literature review
Service quality and customer satisfaction are concepts that remain relatively unfamiliar to many companies This study aims to clarify these definitions and theories by utilizing foreign literature.
Second, Internet Banking is very little previous research to determine the customers satisfaction.
Conclusion
This chapter explores the theoretical foundation of service quality, which is determined by the gap between customer expectations and their perceived service experience Various models exist for measuring service quality, with the SERVQUAL model highlighting five key components: Reliability, Responsiveness, Assurance, Empathy, and Tangibles Additionally, the chapter posits a relationship between service quality and customer satisfaction, setting the stage for the verification of five hypotheses in subsequent chapters.
METHODOLOGY
Introduction
Chapter 2 presented the rationale and research model is built on assumptions Chapter 3 will introduce research methods to evaluate the theoretical model proposed hypotheses.
Research Method
The questionnaire for the survey consists of 24 observed variables, with the first 21 variables (1-21) focused on assessing the service quality of E-Banking The remaining 3 variables (22-24) are designed to evaluate customer satisfaction with E-Banking services.
This quantitative research study employs a 5-point Likert scale to measure responses in the questionnaire The chosen scale, known for its popularity, includes five response options: “strongly agree,” “agree,” “neutral,” “disagree,” and “strongly disagree” (Hair et al., 2008).
The study is done by quantitative research methods Quantitative research to evaluate the model scale in research through survey questionnaires.
Data collection method and Sample size: Samples were selected by convenient methods Data analysis methods mainly used in this study is the method of EFA factor analysis.
According to Hair et al (2008), exploratory factor analysis requires a minimum sample size of five observations per variable, necessitating at least 120 samples for studies involving 24 observed variables (24 x 5).
According to Tabachnick and Fidel (1996), the required sample size for regression analysis can be calculated using the formula n = 50 + 8*m, where m represents the number of independent factors For a model study with four independent factors, a sample size of n = 90 is necessary, calculated as 50 + 8*5.
Data analysis plan
The Scale will be coded follows:
Table 3.1 : Encode the service quality scale
VietinBank are implementing services of E-Banking (account
1 RLI01 management, bill payment, electronic funds transfer, ) exactly what was promised.
2 RLI02 When you have questions or complaints, the bank always satisfactorily resolved.
3 RLI03 VietinBank implemented services of E-Banking services right the first time.
VietinBank providing services of E-Banking at a time when the VietinBank promised.
5 RLI05 VietinBank inform you when e-banking services were done.
6 RSP01 VietinBank's staffs serve you carefully.
7 RSP02 VietinBank's staffs are always willing to help you.
8 RSP03 VietinBank's staffs serve you carefully during rush hour.
9 ASR01 VietinBank's staffs always always give confidence to you.
10 ASR02 Do you feel safe when using the E-Banking's services?
11 ASR03 VietinBank's staffs are always polite to you.
VietinBank's staffs have specialized knowledge to answer the question of you.
13 EMP01 VietinBank show excessive interest in you.
14 EMP02 VietinBank's staffs show excessive interest in you.
15 EMP03 VietinBank pay attention to the most interested in your.
16 EMP04 VietinBank's staffs understand the special needs and interests of you. Tangible (TNG)
17 TNG01 VietinBank has modern equipment.
VietinBank's facilites are attractive, VietinBank's Website is professional.
19 TNG03 VietinBank's staffs have neat costume, polite.
20 TNG04 Website and the device support transactions of VietinBank are very attractive.
21 TNG05 VietinBank has working time fit for the transaction of E-Banking. Satisfaction (SAS)
22 SAS01 Are you completely satisfied with the quality of E-Banking services of
23 SAS02 Will you introduce E-Banking services of VietinBank to others?
The data were collected and processed by SPSS 16 Some analytical methods used in this study are as follows:
This method streamlines the analysis of variables by eliminating inconsistent and irrelevant data, enhancing the research process It assesses the reliability of scales using Cronbach’s alpha coefficient, with a threshold of 0.3 for item-total correlation, leading to the rejection of weaker variables For new research concepts, a Cronbach's alpha of 0.6 or higher is acceptable, while scales typically range from 0.7 to 0.8 Researchers often regard reliability scores above 0.8 as indicative of high-quality measurement scales.
After evaluating the reliability of the scale using Cronbach's alpha, it was found that sorting the variables does not ensure reliability To condense and summarize the data, exploratory factor analysis was employed This technique is essential for identifying the necessary variables for studying the issue and for uncovering the relationships between them.
According to Mayers, L.S., Gamst, G., Guarino A.J (2000), in Exploratory Factor Analysis use Principal component method and Varimax rotation are the most popular.
According Hair (1998), Factor loading is an indicator to ensure the practical significance of EFA:
- Factor loading> 0.3 is considered a minimum gain
- Factor loading> 0.4 is considered important
- Factor loading> 0.5 is considered to have practical significance Conditions to exploratory factor analysis is required to satisfy the following requirements: System load factor (Factor loading)> 0.5
In exploratory factor analysis, the Kaiser-Meyer-Olkin (KMO) measure is crucial for assessing the suitability of the analysis A KMO value between 0.5 and 1 indicates that factor analysis is appropriate, while a value below 0.5 suggests that the factor analysis may not be compatible with the data.
Factor analysis utilized eigenvalues to identify the number of factors to retain, with only those greater than 1 included in the model Eigenvalues indicate the amount of variability explained by each factor, and factors with an eigenvalue less than 1 do not effectively summarize the primary variables.
The component matrix, particularly the rotated component matrix, is crucial for analysis as it displays the coefficients of variables normalized by a factor Factor loadings indicate the correlation between variables and factors, highlighting closely related coefficients The study employed principal component analysis, requiring factor loadings to exceed 0.5 to satisfy the necessary criteria.
After Exploratory factor analysis, finding violations of hypotheses in the linear regression model by test multiple residuals, Variance inflations factor.
Conclusion
This chapter outlines the theoretical framework and research methods employed in the data collection process, ensuring that the gathered data is both objective and realistic The data will be documented accurately for thorough analysis, with this chapter also planning to present the collected data analysis The subsequent chapter will showcase the specific results.
ANALYSIS AND FINDING
Sample Description
Two hundred and eleven (211) usable responses were received Based on the online survey responses.
Cronbach’s Alpha Analysis
4.2.1 Analysis service quality scale SERVQUAL model
Table 4.1 : Cronbach's alpha of the components in the model of SERVQUAL
Scale Mean if Scale Variance Corrected Squared Cronbach's
Variable Item-Total Multiple Alpha if Item
Item Deleted if Item Deleted
The reliability components consist of five observed variables: RLI01, RLI02, RLI03, RLI04, and RLI05, all demonstrating correlation coefficients exceeding 0.3, indicating their acceptability Additionally, the scale exhibits a Cronbach's alpha of 0.958, significantly surpassing the 0.6 threshold, confirming that the reliability components meet the necessary requirements for subsequent factor analysis.
The responsibility components consist of three observed variables (RSP06, RSP07, RSP08), all of which exhibit correlation coefficients exceeding 0.3, indicating their acceptance for analysis Furthermore, the scale demonstrates a high Cronbach's alpha of 0.875, surpassing the acceptable threshold of 0.6, confirming that the responsibility components meet the necessary criteria for reliability These variables will be utilized in the subsequent factor analysis.
The Assurance components consist of four observed variables (ASR09, ASR10, ASR11, ASR12), each exhibiting correlation coefficients exceeding 0.3, indicating their acceptability Furthermore, a high Cronbach's alpha of 0.912, which surpasses the 0.6 threshold, confirms that these Assurance components meet the necessary criteria for reliability These variables will be utilized in the subsequent factor analysis.
The components of empathy are represented by four observed variables (EMP13, EMP14, EMP15, EMP16), all of which exhibit correlation coefficients exceeding 0.3, indicating their acceptance Furthermore, with a high Cronbach's alpha of 0.952, which surpasses the threshold of 0.6, the empathy scale components demonstrate reliability, making them suitable for subsequent factor analysis.
The tangible components consist of five observed variables (TNG17, TNG18, TNG19, TNG20, TNG21), all exhibiting correlation coefficients exceeding 0.3, indicating their acceptance for analysis Furthermore, the scale demonstrates a high Cronbach's alpha of 0.951, surpassing the threshold of 0.6, confirming the reliability of the tangible components These variables will be utilized in the subsequent factor analysis.
On the whole, Cronbach's alpha of components of service quality according to SERVQUAL model are greater than 0.8 that this scale is a good measurement.
Table 4.2 : Cronbach's alpha of customer satisfaction
Scale Mean Scale Corrected Squared Cronbach's
Variable if Item Variance if Item-Total Multiple Alpha if Item
Deleted Item Deleted Correlation Correlation Deleted
The satisfaction scale comprises three variables (SAS22, SAS23, SAS24), each exhibiting correlation coefficients exceeding 0.3, indicating their acceptance for analysis Additionally, the scale demonstrates a Cronbach's alpha of 0.922, signifying a high level of reliability, as it surpasses the threshold of 0.8 These robust variables will be utilized in subsequent factor analysis.
The evaluating scale using Exploratory factor analysis (EFA)
After Analysis Cronbach's Alpha of the scales, Exploratory factor analysis was conducted Extraction method was chosen to analyze factors are principal components method with varimax rotation.
4.3.1 The service quality scale :SERVQUAL model
The service quality of E-Banking follow SERVQUAL model consists 5 components and measurement by 21 observed variables After analysis Cronbach's Alpha, 21 variables observed are sure reliability.
Exploratory factor analysis (EFA) is used to evaluate convergence of the observed variables under the components.
KMO and Bartlett's inspection of factor analysis showed KMO coefficient (in 0.931> 0.5) with significance level equal to 0 (sig = 0.000) showed EFA is appropriate.
At the value of Eigenvalues greater than 1 and Extraction method with principal components and variamax rotation.
EFA extracted 3 factors from 21 factors and variance is 80.736% (greater than 50%) meets the requirements (Appendix 3.1).
The TNG17 variable was excluded due to its factor loading of 0.684 in group 1, which, while above the 0.5 threshold, is not significantly high compared to other variables in the group Additionally, the lack of a clear distinction between the two factor loadings raises concerns about the potential for misleading results, prompting the decision to exclude the TNG17 variable.
The TNG19 variable was excluded due to its two factor loadings of 0.696 in group 1 While this loading exceeds the 0.5 threshold, it is not sufficiently high compared to other variables in the group, and the lack of a clear distinction between the two factor loadings raises concerns about the validity of TNG19, potentially leading to misleading results.
The RSP08 variable was excluded from the analysis due to its factor loading of 0.704 in group 2 While this loading exceeds the 0.5 threshold, it is not significantly higher than the variables in group 1, and the lack of a clear distinction between the two factor loadings raises concerns about the validity of including RSP08 Consequently, excluding this variable helps maintain the integrity of the results.
Table 4.3 : EFA’s result 2 nd of SERVQUAL model
Extraction Method: Principal Component Analysis
Rotation Method: Varimax with Kaiser
Normalization a Rotation converged in 5 iterations
The Service Quality Scale of E-Banking, based on the SERVQUAL model, is assessed using 18 observed variables after excluding those that do not meet the requirements in exploratory factor analysis (EFA) The results indicate that the total variance extracted across three factors with eigenvalues greater than 1 is 82.808% Furthermore, the Responsiveness and Assurance components have been combined into a single component, as they do not exhibit distinct values.
Reliability component and Tangible component are combined to one component because two component do not distinguish value Thus, five components of SERVQUAL mode are remained three component as follows:
With total variance extracted is 82.808%, said that four components explain
The satisfaction scale is measured through three observed variables, and its reliability is assessed using Cronbach’s Alpha Additionally, exploratory factor analysis is employed to evaluate the convergence of these observed variables.
KMO and Bartlett's inspection of factor analysis showed 0.728 KMO coefficient (> 0.5) with significance level equal to 0 (sig = 0.000) showed EFA factor analysis is appropriate.
Table 4.4 : EFA’s result of Satisfaction scale
With the method of extracting principal components factor and Varimax rotation has been extracted only 1 factor, load factor coefficient of them are high (greater than 0.8 ).
EFA analysis above, the two components Assurance and Responsiveness of
The SERVQUAL model has been refined by merging the components of Reliability and Tangibles, as they do not effectively differentiate value This adjustment allows for a more tailored theoretical framework that aligns with the quality of services in E-Banking, facilitating subsequent testing and analysis.
Figure 7 : Model relationship service quality and customer satisfaction of E-Banking after Exploratory factor analysis
The hypothesis H1’ suggests that higher ratings of the Reliability and Tangible components by customers indicate increased customer satisfaction In essence, there is a direct relationship between the Tangible and Reliability components and overall customer satisfaction.
The hypothesis H2’ suggests that higher ratings in the Assurance and Responsiveness components correlate with increased customer satisfaction This indicates that effective responsiveness and assurance significantly influence customer perceptions of satisfaction in their relationships with the service.
Linear regression analysis
Table 4.5: Correlation matrix between variables
SAS RLI.TNG ASR.RSP EMP
The correlation coefficients between satisfaction variables and other factors exceed 0.3, with the exception of the Empathy variable This indicates that independent variables such as reliability, tangibles, assurance, and responsiveness can be effectively integrated into the model to account for variations in customer satisfaction.
Table 4.6 reveals that the significance level of the F Change, derived from the model's R square, is notably low (sig = 000) This indicates that linear regression models are effective for fitting multiple data sets and are applicable for further analysis.
The Adjusted R Square value of 0.688 indicates that the linear regression model explains 68.8% of the variance in the data sample This suggests that approximately 68.8% of the observed differences in levels can be attributed to variations in three key components: reliability, tangibility, assurance, responsiveness, and empathy.
Table 4.6 : Statistical analysis of the regression coefficients (SERVQUAL Model)
Square the Square df1 df2
1 832 a 693 688 55836725 693 155.522 3 207 000 a Predictors: (Constant), EMP, ASR.RSP, RLI.TNG b Dependent Variable: SAS
Model Sum of Squares df Mean
Total 210 210 a Predictors: (Constant), EMP, ASR.RSP, RLI.TNG b Dependent Variable: SAS
Residual statistics shows Mean=0 and Standard deviation Std Deviation = 993 is nearly 1 (APPENDIX 4) Thus, Standard normal distribution is not violated when using a multiple regression analysis.
Table 4.7 : Statistics for each variable in the equation (SERVQUAL Model)
B Beta Boun o-or Part Tolerance VIF
A Variance Inflation Factor (VIF) of less than 10 indicates that the independent variables are not strongly correlated, thus minimizing the risk of multicollinearity As a result, the relationships among the independent variables do not significantly impact the interpretation of regression model results.
Reliability and tangible, assurance and responsiveness, empathy component have sig less than 0.05, therefore all of them are accepted.
Based on the results presented above, the regression model was identified as follow:
SAS = (-4.547) + 0.541RLI.TNG + 0.568ASR.RSP + 0.2787EMP
- RLI.TNG: Reliability and Tangible
- ASR.RSP : Assurance and Responsiveness
The elements of regression coefficients have positive signs (+) in the regression model, which is proportional to the customer's satisfaction.
The regression model at the beta standard as follow:
SAS = 0.541RLI.TNG + 0.568ASR.RSP + 0.2787EMP
Beta coefficient of Assurance and Responsiveness component greater Beta coefficient of Reliability and Tangible component And Beta coefficient of Reliability and Tangible component greater Beta coefficient of Empathy component.
Therefore, the Service quality of E-Banking, Assurance and Responsiveness components affect customer satisfaction more than Reliability and Tangible component and Empathy component.
Hypothesis H1': The factor “Reliability and Tangible” positively influences
E-Banking service's customer satisfaction The hypothesis of Beta coefficients of the positive variable RLI.TNG has to be tested Indeed, from the regression results can be seen that the Beta coefficient of the variable RLI.TNG = 0.541 > 0, sig 0.000 < 0.05 Thus, with the standard of reliability coefficient by 95%, it is to believed that the Beta coefficient of variable RLI.TNG is positive and the hypothesis H1' is acceptable.
Improving the reliability and tangible aspects of VietinBank's services by just one unit can lead to a significant increase in overall customer satisfaction, quantified as an increase of 0.541 units on a 5-point Likert scale.
The hypothesis H2' suggests that "Responsiveness and Assurance" significantly enhances customer satisfaction in E-Banking services Regression analysis reveals a positive Beta coefficient for the variable ASR.RSP, recorded at 0.568, with a significance level of 0.000, which is below the 0.05 threshold This indicates a strong correlation, leading to the conclusion that the hypothesis H2' is valid, as the Beta coefficient meets the reliability standard of 95%.
Improving the responsiveness and assurance aspects of VietinBank's services by just one unit can lead to a significant increase in overall customer satisfaction, quantified at 0.568 units on a 5-point Likert scale.
Hypothesis H4 posits that "Empathy" significantly enhances customer satisfaction in E-Banking services The analysis of the regression results reveals a positive Beta coefficient for the variable EMP, measured at 0.2787, which is greater than zero, with a significance level of 0.000, indicating a strong correlation as it is less than 0.05 Therefore, at a 95% confidence level, the findings support the acceptance of hypothesis H4, confirming that empathy positively influences customer satisfaction in E-Banking.
If VietinBank can improve the satisfaction level of the empathy aspect more 1 unit, the general level of customer satisfaction will increase by 0.2787 units (in the 5-point Likert scale).
4.4.2 To comment to the results of this study with the results of other studies
Tran Xuan Thu Huong (2007) applied the SERVQUAL model to assess university library services, revealing an Adjusted R-squared value of 734 The findings indicated that two components of the SERVQUAL model, namely tangibles and responsiveness, significantly influenced student satisfaction.
The article examines the assessment of e-banking service quality and its impact on customer satisfaction at VietinBank, utilizing the SERVQUAL model with an Adjusted R-squared value of 688 The findings indicate that the assurance and responsiveness components significantly influence customer satisfaction, with a Beta value of 568 Additionally, the reliability and tangible aspects also play a crucial role, reflected by a Beta of 541, while the empathy component has a lesser but still relevant effect, with a Beta of 278.
Conclusion
This chapter presents the results testing SERVQUAL Model of E-Banking
The SERVQUAL model identifies three key components that influence customer satisfaction: Reliability and Tangibles, Assurance and Responsiveness, and Empathy Among these, the Assurance and Responsiveness component has a more significant impact on customer satisfaction compared to the others To analyze these relationships, methods such as Cronbach's Alpha, Exploratory Factor Analysis, and Regression are utilized.
CONCLUSION AND RECOMMENDATION
Conclusion
This study aims to evaluate the factors influencing the service quality of E-Banking at VietinBank By adjusting the components of the SERVQUAL model, the research focuses on reliability as a key aspect of E-Banking service quality The findings highlight the specific components of service quality that significantly impact customer satisfaction in the E-Banking sector.
These are Assurance and Responsiveness component, Reliability and Tangible component, Empathy component Assurance and Responsiveness component and Reliability and Tangible components are affecting more than Empathy component.
Finally theoretical models contribute to the theoretical system of service quality of E-Banking in VietinBank and other Banks.
Recommendation
To enhance the service quality of E-Banking, VietinBank must prioritize improvements in reliability, responsiveness, assurance, empathy, and tangibles, focusing particularly on the factors that significantly influence customer satisfaction.
Reliability and tangible factors significantly impact customer satisfaction in E-Banking To enhance these perceptions, it is essential to create a user-friendly E-Banking website, ensure the service is available 24/7, and consistently communicate any changes to customers.
- Group Responsiveness and Assurance factors
Responsiveness and assurance are key drivers of customer satisfaction To enhance these factors, businesses can implement several strategies, including monitoring staff service through customer feedback and evaluations Additionally, providing training that focuses on personal communication skills and deepening employees' understanding of E-Banking services can lead to more considerate customer interactions.
To enhance the security of E-Banking service and safety information of customers
To foster empathy, VietinBank must cultivate a service culture where all staff are engaged and attuned to the concerns and unique needs of customers, enabling them to provide tailored advice effectively.
Limitation
This study significantly enhances VietinBank's understanding of the factors influencing customer satisfaction regarding E-Banking service quality It explores the relationship between service quality and customer satisfaction within the E-Banking context Nonetheless, the research acknowledges certain limitations that may affect its findings.
- The first, this study make on individual customers of E-Banking This Study should repeat on businesses customers and we can generalize the customer satisfaction of E-Banking
- The second, this study collect sample by convenience sampling method so the representation low Further research should collect sample by stratified sampling method (a method of probabilistic sampling)
- The third, this study have evaluated scale by Cronbach's Alpha and Exploratory factor analysis and linear regression
The study aims to identify the factors of service quality that influence customer satisfaction In addition to service quality, elements such as business image and customer value also play a significant role in shaping customer satisfaction This research highlights the need for further exploration into these aspects.
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Duclaux D (1996) The Call of the Web ABA Banking Journal, Financial Times Internet Poses Growing Threat to Traditional Banks.
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Philip Kotler, Gary Armstrong (2004), Principles of Marketing, 10th Edition.,Pearson/Prentice Hall
Parasuraman, A., Zeithaml, V A., & Berry, L L (1985) A conceptual model of service quality and its implications for future research The Journal of Marketing, 41-50.
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Adapted from Dana-Nicoleta Lascu and Kenneth E Clow, Essentials of
Marketing (Mason, OH: Atomic Dog Publishing, 2007), 264–68.
Arun Kumar G., Manjunath S J., Naveen Kumar H., “A study of retail service quality in organized retailing”, International Journal of Engineering and
Malhotra, N K., Ulgado, F M., Agarwal, J., Shainesh G., Wu, L., “Dimensions of service quality in developed and developed economies: Multi-country cross- cultural comparisons”, International Marketing Review, 22 (3) (2005), 256-278.
Barbara R Lewis, Vincent W Mitchell Defining and Measuring the Quality of Customer Service Marketing Intelligence & Planning 1990 8:6 , 11-17 http://dx.doi.org/10.1108/EUM0000000001086
Spreng, R.A & Mackoy, R.D (1996), An empirical examination of a model of perceived service quality and satisfaction, Journal of Retailing, Vol 72(2): 201-14 Kotler, P., & Keller, K.L (2006), Marketing Management, Pearson Prentice Hall, USA
Brown, T J., Churchill, G A., & Peter, J P (1993) Improving the measurement of service quality Journal of retailing, 69(1), 127-139.
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Cronin Jr, J J., & Taylor, S A (1994) SERVPERF versus SERVQUAL: reconciling performance-based and perceptions-minus-expectations measurement of service quality The Journal of Marketing, 125-131.
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Trần Xuân Thu Hương (2007) đã nghiên cứu mối quan hệ giữa chất lượng dịch vụ thư viện và sự thỏa mãn của sinh viên, thông qua việc so sánh hai mô hình chất lượng dịch vụ nổi bật là SERVQUAL và chất lượng kỹ thuật/chất lượng chức năng Luận văn thạc sĩ này được thực hiện tại Trường đại học Bách Khoa, Thành phố Hồ Chí Minh, nhằm cung cấp cái nhìn sâu sắc về yếu tố ảnh hưởng đến sự hài lòng của sinh viên đối với dịch vụ thư viện.
SURVEY
ASSESSMENT OF SERVICE QUALITY OF E-BANKING ON
We are conducting the survey of service quality of Internet Banking in
VietinBank This is to understand deeply the customer satisfaction of Internet
Banking in VietinBank All the data for this survey is completely not for commercial purpose but for the basic of Internet Banking's service quality development and improvement.
Base on your experiences, kindly share your opinions about Internet Banking in
VietinBank by the following questionnaires We are fully committed to protect your profile information.
Kindly read the below statements carefully and choose your most appropriate point reflect your opinion for each factor The level of satisfaction increases from
1 to 5 corresponding to: 1: Strongly Disagree, 2: Disagree, 3: Normal, 4: Agree, 5:
Strongly Agree Please tick one answer for Each choice.
VietinBank are implementing services of
5 payment, electronic funds transfer, ) exactly what was promised
2 When you have questions or complaints,
5 the bank always satisfactorily resolved
E-Banking services right the first time
5 at a time when the VietinBank promised
5 VietinBank inform you when e-banking
6 VietinBank's staffs serve you carefully 1 2 3 4 5
7 VietinBank's staffs are always willing to
8 VietinBank's staffs serve you carefully
9 VietinBank's staffs always always give
10 Do you feel safe when using the
11 VietinBank's staffs are always polite to you 1 2 3 4 5
1 2 3 4 5 knowledge to answer the question of you
13 VietinBank show excessive interest in you 1 2 3 4 5
14 VietinBank's staffs show excessive interest
15 VietinBak pay attention to the most
16 Bank's staffs understand the special
1 2 3 4 5 needs and interests of you
19 Bank's staffs have neat costume,
Website and the device support
20 transactions of VietinBank are very 1 2 3 4 5 attractive
21 VietinBank has working time fit for the
Are you completely satisfied with the
22 quality of E-Banking services of 1 2 3 4 5
23 Will you introduce E-Banking services
24 In the future, you continue to use
Kindly appreciate for taking your valuable time to complete this survey.
KHẢO SÁT VỀ CHẤT LƯỢNG DỊCH VỤ CỦA INTERNET BANKING
Chúng tôi đang tiến hành các cuộc khảo sát về chất lượng dịch vụ Internet
VietinBank cam kết nâng cao sự hài lòng của khách hàng đối với dịch vụ Internet Banking Dữ liệu khảo sát được thu thập hoàn toàn không nhằm mục đích thương mại, mà nhằm phục vụ cho việc phát triển và cải tiến chất lượng dịch vụ.
Dựa trên kinh nghiệm của bạn, vui lòng chia sẻ ý kiến của bạn về Internet
Banking tại VietinBank bởi các câu hỏi sau đây Chúng tôi cam kết đầy đủ để bảo vệ thông tin cá nhân của bạn.
Vui lòng xem xét kỹ lưỡng các báo cáo dưới đây và chọn thời điểm phù hợp nhất để thể hiện ý kiến của bạn cho từng yếu tố Mức độ hài lòng được đánh giá từ 1 đến 5, trong đó 1 là "Rất không đồng ý", 2 là "Không đồng ý", 3 là "Bình thường", 4 là "Đồng ý" và 5 là "Rất đồng ý".
Rất đồng ý Xin vui lòng chọn một câu trả lời cho mỗi lựa chọn.
STT Nội dung Rất không Không Bình Đồng ý Rất đồng ý đồng ý thường đồng ý
Ngân hàng luôn thực hiện các dịch
1 vụ điện tử (quản lý tài khoản, thanh
1 2 3 4 5 toán hóa đơn, chuyển tiềnđiện tử,
…) đúng như những gì đã hứa
Khi anh / chị có thắc mắc hay khiếu
2 nại, ngân hàng luôn giải quyết thỏa 1 2 3 4 5 đáng
Ngân hàng thực hiện dịch vụ ngân
3 hàng điện tử đúng ngay từ lần đầu 1 2 3 4 5 tiên
Ngân hàng cung cấp dịch vụ ngân
4 hàng điện tử đúng vào thời điểm mà 1 2 3 4 5 ngân hàng hứa
Ngân hàng thông báo cho anh / chị
5 khi nào thì dịch vụ ngân hàng điện 1 2 3 4 5 tử được thực hiện
6 Nhân viên của ngân hàng phục vụ
1 2 3 4 5 anh / chị một cách tận tình
7 Nhân viên của ngân hàng luôn sẵn
1 2 3 4 5 sàng giúp đỡ anh / chị
Nhân viên của ngân hàng luôn
8 phục vụ anh / chị chu đáo trong giờ 1 2 3 4 5 cao điểm
9 Nhân viên ngân hàng ngày càng tạo
1 2 3 4 5 sự tin tưởng đối với anh / chị
Anh / chị cảm thấy an toàn khi sử
10 dụng dịch vụ ngân hàng điện tử của 1 2 3 4 5 ngân hàng
11 Nhân viên ngân hàng bao giờ cũng
1 2 3 4 5 tỏ ra lịch sự, nhã nhặn với anh / chị
Nhân viên ngân hàng có kiến thức
12 chuyên môn trả lời các câu hỏi của 1 2 3 4 5 anh / chị
13 Ngân hàng thể hiện sự quan tâm đến
Ngân hàng có những nhân viên thể
14 hiện sự quan tâm đến cá nhân anh / 1 2 3 4 5 chị
Ngân hàng thể hiện sự chú ý đặc
15 biệt đến những quan tâm nhiều nhất 1 2 3 4 5 của anh / chị
Nhân viên ngân hàng hiểu được
16 những nhu cầu đặc biệt và lợi ích 1 2 3 4 5 của anh / chị
17 Ngân hàng có trang thiết bị hiện đại 1 2 3 4 5
Cơ sở vật chất của ngân hàng trông
18 hấp dẫn, trang web của ngân hàng 1 2 3 4 5 trông chuyên nghiệp
19 Nhân viên của ngân hàng có trang
1 2 3 4 5 phục gọn gàng, lịch sự
Các phương tiện vật chất trong hoạt động dịch vụ rất hấp dẫn tại ngân
20 hàng (trang web của ngân hàng và 1 2 3 4 5 các thiết bị dễ dàng tiếp cận khi thực hiện giao dịch điện tử)
Ngân hàng bố trí thời gian làm việc
21 và phương tiện vật chất thuận tiện 1 2 3 4 5 cho việc giao dịch điện tử
Anh / chị hoàn toàn hài lòng với
22 chất lượng dịch vụ ngân hàng điện 1 2 3 4 5 tử của ngân hàng
Anh / chị sẽ giới thiệu dịch vụ ngân
23 hàng điện tử của ngân hàng cho 1 2 3 4 5 những người khác
Trong thời gian tới, anh / chị vẫn
24 tiếp tục sử dụng dịch vụ ngân hàng 1 2 3 4 5 điện tử của ngân hàng
Xin chân thành cảm ơn Anh/ Chị đã dành thời gian quý báu của mình để giúp hoàn tất bảng khảo sát này.
APPENDIX 2 - CRONBACH’S ALPHA ANALYSIS - After exclude fake factor
Cronbach's Cronbach's Alpha Based on
Mean Minimum Maximum Range / Variance
Item Means 3.945 3.649 4.313 664 1.182 044 8Item Variances 926 755 1.161 405 1.537 026 8Inter-Item Covariances 713 601 983 382 1.635 007 8Inter-Item Correlations 777 678 911 233 1.344 004 8
Variance if Item-Total Multiple Alpha if Item
Item Deleted Correlation Correlation Deleted Deleted
Cronbach's Alpha Cronbach's Alpha Based on
Mean Minimum Maximum Range / Variance
Item Means 3.432 3.123 3.635 512 1.164 054 6 Item Variances 1.014 923 1.176 252 1.273 013 6 Inter-Item Covariances 0.760 676 956 280 1.414 004 6 Inter-Item Correlations 0.752 663 838 174 1.263 002 6
Scale Mean Scale Corrected Squared Cronbach's
Alpha if if Item Variance if Item-Total Multiple
Deleted Item Deleted Correlation Correlation Item
Scale Statistics Mean Variance Std Deviation N of Items
Cronbach's Alpha Cronbach's Alpha Based
N of Items on Standardized Items
Mean Minimum Maximum Range / Variance
Corrected Squared Cronbach's Scale Mean if Variance if
Item-Total Multiple Alpha if Item Item Deleted Item
Appendix 3.1 : Exploratory factor analysis for Server quality 1 st
KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy 0.931
Bartlett's Test of Sphericity df 210
Extraction Method: Principal Component Analysis.
Initial Eigenvalues Extraction Sums of Squared Rotation Sums of Squared
Variance % Variance ive % Variance tive %
Extraction Method: Principal Component Analysis.
Extraction Method: Principal Component Analysis.
Rotation Method: Varimax with Kaiser
Normalization a Rotation converged in 5 iterations.
Appendix 3.2 : Exploratory factor analysis for Service quality 2 nd
KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy 0.929
Bartlett's Test of Sphericity df 153
Extraction Method: Principal Component Analysis.
Initial Eigenvalues Extraction Sums of Squared Rotation Sums of Squared
Extraction Method: Principal Component Analysis.
Extraction Method: Principal Component Analysis.
Rotation Method: Varimax with Kaiser
Normalization a Rotation converged in 5 iterations.
Appendix 3.3 : Exploratory factor analysis for Satisfaction scale
KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy 0.728
Bartlett's Test of Sphericity df 3
Extraction Method: Principal Component Analysis.
Initial Eigenvalues Extraction Sums of Squared Component
Extraction Method: Principal Component Analysis. a 1 components extracted.
Correlations SAS RLI.TNG ASR.RSP EMP
RLI.TNG a a All requested variables entered b Dependent Variable: SAS
Model R d R of the R Square F Sig F
Square Estimate Change Change Change
1 832 a 693 688 0.55836725 693 155.522 3 207 0.000 a Predictors: (Constant), EMP, ASR.RSP, RLI.TNG b Dependent Variable: SAS
Total 210 210 a Predictors: (Constant), EMP, ASR.RSP, RLI.TNG b Dependent Variable: SAS
Index (Constant) RLI.TNG ASR.RSP EMP
Predicted Value -3.7881887E0 1.1551181E0 0000000 83227395 211 Residual -2.40286088E0 1.27703047E0 -8.41546422E-17 55436456 211 Std Predicted Value -4.552 1.388 000 1.000 211
Std Residual -4.303 2.287 000 993 211 a Dependent Variable: SAS
APPENDIX 5 - SURVEY RESULT (Vietnamese version)
Ngân hàng luôn thực hiện các dịch vụ điện tử (quản lý tài khoản,
1 thanh toán hóa đơn, chuyển tiềnđiện tử,
…) đúng như những gì đã hứa
Khi anh / chị có thắc
2 mắc hay khiếu nại, ngân hàng luôn giải quyết thỏa đáng
3 dịch vụ ngân hàng điện tử đúng ngay từ lần đầu tiên
Ngân hàng cung cấp dịch vụ ngân hàng
4 điện tử đúng vào thời điểm mà ngân hàng hứa
Ngân hàng thông báo cho anh / chị khi nào
5 thì dịch vụ ngân hàng điện tử được thực hiện
6 hàng phục vụ anh / chị một cách tận tình
7 hàng luôn sẵn sàng giúp đỡ anh / chị
Nhân viên của ngân hàng luôn phục vụ anh
/ chị chu đáo trong giờ cao điểm.
9 ngày càng tạo sự tin tưởng đối với anh / chị
Anh / chị cảm thấy an toàn khi sử dụng dịch
10 vụ ngân hàng điện tử của ngân hàng.
Nhân viên ngân hàng bao giờ cũng tỏ ra lịch
11 sự, nhã nhặn với anh
Nhân viên ngân hàng có kiến thức chuyên
12 môn trả lời các câu hỏi của anh / chị.
Ngân hàng thể hiện sự
13 quan tâm đến cá nhân anh / chị
Ngân hàng có những nhân viên thể hiện sự
14 quan tâm đến cá nhân anh / chị.
Ngân hàng thể hiện sự chú ý đặc biệt đến
15 những quan tâm nhiều nhất của anh / chị.
Nhân viên ngân hàng hiểu được những nhu
16 cầu đặc biệt và lợi ích của anh / chị.
Cơ sở vật chất của ngân hàng trông hấp
18 dẫn, trang web của ngân hàng trông chuyên nghiệp
19 hàng có trang phục gọn gàng, lịch sự
Các phương tiện vật chất trong hoạt động dịch vụ rất hấp dẫn tại ngân hàng (trang web
20 của ngân hàng và các thiết bị dễ dàng tiếp cận khi thực hiện giao dịch điện tử).
Ngân hàng bố trí thời gian làm việc và
21 phương tiện vật chất thuận tiện cho việc giao dịch điện tử
Anh / chị hoàn toàn hài lòng với chất
22 lượng dịch vụ ngân hàng điện tử của ngân hàng
Anh / chị sẽ giới thiệu dịch vụ ngân hàng
23 điện tử của ngân hàng cho những người khác.
EXPLORATORY FACTOR ANALYSIS
Appendix 3.1 : Exploratory factor analysis for Server quality 1 st
KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy 0.931
Bartlett's Test of Sphericity df 210
Extraction Method: Principal Component Analysis.
Initial Eigenvalues Extraction Sums of Squared Rotation Sums of Squared
Variance % Variance ive % Variance tive %
Extraction Method: Principal Component Analysis.
Extraction Method: Principal Component Analysis.
Rotation Method: Varimax with Kaiser
Normalization a Rotation converged in 5 iterations.
Appendix 3.2 : Exploratory factor analysis for Service quality 2 nd
KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy 0.929
Bartlett's Test of Sphericity df 153
Extraction Method: Principal Component Analysis.
Initial Eigenvalues Extraction Sums of Squared Rotation Sums of Squared
Extraction Method: Principal Component Analysis.
Extraction Method: Principal Component Analysis.
Rotation Method: Varimax with Kaiser
Normalization a Rotation converged in 5 iterations.
Appendix 3.3 : Exploratory factor analysis for Satisfaction scale
KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy 0.728
Bartlett's Test of Sphericity df 3
Extraction Method: Principal Component Analysis.
Initial Eigenvalues Extraction Sums of Squared Component
Extraction Method: Principal Component Analysis. a 1 components extracted.
Correlations SAS RLI.TNG ASR.RSP EMP
RLI.TNG a a All requested variables entered b Dependent Variable: SAS
Model R d R of the R Square F Sig F
Square Estimate Change Change Change
1 832 a 693 688 0.55836725 693 155.522 3 207 0.000 a Predictors: (Constant), EMP, ASR.RSP, RLI.TNG b Dependent Variable: SAS
Total 210 210 a Predictors: (Constant), EMP, ASR.RSP, RLI.TNG b Dependent Variable: SAS
Index (Constant) RLI.TNG ASR.RSP EMP
Predicted Value -3.7881887E0 1.1551181E0 0000000 83227395 211 Residual -2.40286088E0 1.27703047E0 -8.41546422E-17 55436456 211 Std Predicted Value -4.552 1.388 000 1.000 211
Std Residual -4.303 2.287 000 993 211 a Dependent Variable: SAS
APPENDIX 5 - SURVEY RESULT (Vietnamese version)
Ngân hàng luôn thực hiện các dịch vụ điện tử (quản lý tài khoản,
1 thanh toán hóa đơn, chuyển tiềnđiện tử,
…) đúng như những gì đã hứa
Khi anh / chị có thắc
2 mắc hay khiếu nại, ngân hàng luôn giải quyết thỏa đáng
3 dịch vụ ngân hàng điện tử đúng ngay từ lần đầu tiên
Ngân hàng cung cấp dịch vụ ngân hàng
4 điện tử đúng vào thời điểm mà ngân hàng hứa
Ngân hàng thông báo cho anh / chị khi nào
5 thì dịch vụ ngân hàng điện tử được thực hiện
6 hàng phục vụ anh / chị một cách tận tình
7 hàng luôn sẵn sàng giúp đỡ anh / chị
Nhân viên của ngân hàng luôn phục vụ anh
/ chị chu đáo trong giờ cao điểm.
9 ngày càng tạo sự tin tưởng đối với anh / chị
Anh / chị cảm thấy an toàn khi sử dụng dịch
10 vụ ngân hàng điện tử của ngân hàng.
Nhân viên ngân hàng bao giờ cũng tỏ ra lịch
11 sự, nhã nhặn với anh
Nhân viên ngân hàng có kiến thức chuyên
12 môn trả lời các câu hỏi của anh / chị.
Ngân hàng thể hiện sự
13 quan tâm đến cá nhân anh / chị
Ngân hàng có những nhân viên thể hiện sự
14 quan tâm đến cá nhân anh / chị.
Ngân hàng thể hiện sự chú ý đặc biệt đến
15 những quan tâm nhiều nhất của anh / chị.
Nhân viên ngân hàng hiểu được những nhu
16 cầu đặc biệt và lợi ích của anh / chị.
Cơ sở vật chất của ngân hàng trông hấp
18 dẫn, trang web của ngân hàng trông chuyên nghiệp
19 hàng có trang phục gọn gàng, lịch sự
Các phương tiện vật chất trong hoạt động dịch vụ rất hấp dẫn tại ngân hàng (trang web
20 của ngân hàng và các thiết bị dễ dàng tiếp cận khi thực hiện giao dịch điện tử).
Ngân hàng bố trí thời gian làm việc và
21 phương tiện vật chất thuận tiện cho việc giao dịch điện tử
Anh / chị hoàn toàn hài lòng với chất
22 lượng dịch vụ ngân hàng điện tử của ngân hàng
Anh / chị sẽ giới thiệu dịch vụ ngân hàng
23 điện tử của ngân hàng cho những người khác.