Luận văn assessment of customer satisfaction on services quality the case of joint stock commercial bank for foreign trade of viet nam

Lunghwa Universify of Science and Technology Business Administration School Master’s Thesis ASSESSMENT OF CUSTOMER SATISFACTION ON SERVICES QUALITY: THE CASE OF JOINT STOCK COMMERCIAL

Lunghwa Universify of Science and Technology

Business Administration School

Master’s Thesis

ASSESSMENT OF CUSTOMER SATISFACTION ON SERVICES QUALITY: THE CASE OF JOINT STOCK COMMERCIAL BANK FOR

FOREIGN TRADE OF VIET NAM

Graduate Student: Trinh Thi Nguyet Anh Supervisor:Accoc.Prof.Pham Thi Lien

Prof Jia-Ching Juo

Mar, 2018

Lunghwa University of Science and Technology Approval Certificate of Master’s Degree Examination Board

This is to certify thal the Master's Degree Examinalions Board has approved the thesis “Assessment of customer satisfaction on services quality: The case of Joint

Stock Commercial Bank for Foreign Trade of Vietnam” published by Ms Trinh ‘I'hi

Ngnyct Anh in the Master Program of Dopartment of Business Administration

Master’s Degree Examination Board

BOARD MEMBERS:

ADVTSORS Assoc.Prof Pham Thi Tien

Prof.Jia-Chinh Tuo

“Xác nhận đã chính sửa luận văn của Giãng viên hướng dẫn

Assac.Prof.Pham Thi Tien

Date: 12/03/2018

ABSTRACT

Thesis title: “Assessment of customer satisfaction on serviccs quality:The case o£

Joint Stock Commercial Bank for Foreign Trade of Vietnam” Pages Number: 46

University: Lumgbwa University of Seicnec and Technology

Graduate School: Department of Business Administration

Date March, 2018

Degree: Master

Graduate student: Trinh Thi Nguyet Anh

Advisor: Assoc.Prof Pham Thi Lien

Prof_Tia-Chinh Jue

Key words: Vietcombank, the measure svstem of customer satisfactian by Net Promoter Score (NPS), customer satisfaction, BLAST model, “3 factors principle”

Vietcombank decided to build the measure system of customer satisfaction by

Net Promoter Score (NPS) with main purpose to manage and improve the customer

services quality professionally day by day Obviously, competitive advantages will

belong to banks with the best customer services and satisfy over the demands of

customer gradually Before applying officially on Vietcombank system, Net Promoter

ry requirement io apply it on Vielcornbank system in the next time Basing on

successful frames of giant branches as: McDonald's (2015 CEO Easterbrook); General Llectric (2005 - CLO Jeff mmelt); Facebook; about the measure of customer satisfaction by NPS, author does the research by NPS through three factors: Promoters, Passives and Detractors, followed by factors analyses, formmla NPS and analyzing linear regression by SPSS 18 software to give nseful information supporting decisions

of Vielcombank execulivs board in enhancing cuslomer services,

ACKNOWLEDGEMENT

Firstly, 1 would like to express my sincere thanks to my supervisor and ., who

support me to complete this dissertation “Assessment of customer satisfaction on

services quality: The case of Joint Stock Commercial Bank for Forcign Trade of Vietnam”

Secondly, T would like to send mythanks to my friends, the board and all staffs of Vietcombank Operation Center in giving me encouragement through the time I do this work, Moreover, [ also appreciate the incentive of my staffs in VCC center, purchasing management department has been using NPS to help me complete research questions and achieve Loday’s result

Finally, 1 want to express my profound appreciation to all the members of my family, who stay by my side, support me so | can do my best this dissertation

Thank you very much!

Ha Noi, March, 2018

CITAPTER II LITERRATURE REVINW

1, NGÌ011 GỀ CUSEOHRUE, ào th nhìn nhà hưu gu

e

5.1, Resolving the complaints of elients under BLAST model

5.2 “Three changes” principle

6 SERVQUAL model (Parasuraman, 1988) coi

CHAPTER III RESEARCH METHODOLOGY

1 General method

3 Research model with Quality Assessment System based on NPS

4 Collect camples and data

"` ẽ

4.2 Dilol #uly, 0 tt nhi

4.3 Data collection process

Reliability of the measurement

CHAPTER IV RESULT OF DATA ANALYSIS

The validity of the stHồy con Han eeirree

Deseriplive sialislds nnnerirrrrriririrrrrrriie

3 Exploratory Eaclor Analysis (EF A) ào coiirrrrriee

ad Assessment system based on NPS index “Net Promoter Score” belong to Bain & Company

2 lluence 0[zcscarchi ModcÌ ccccueeheeieeiieieriree

3 Limitations of the Model , chen

4 Reconimendatians

LIST OF REFERENCES

ẨAPPLNDIX

Appendix 1: Survey Questionnaire

APPENDIX 2: EFA FACTOR ANALYSIS

APERNDIX 3: CORRMLATIQN COEEMICIHNTẨ, coi

LIST OF ABBREVIATIONS

Victcombank/VCB: JSC Bank for Forzign Trade of Vietnam

NPS: et Promoter Score

VCC; Victeombank customer center

IQ: Promoters indicator variabales

SQ: Passives observational variables

SVQ: Detractors observational variables

US: Satisfactions observational variables

LIST OF TABLES, CHARTS AND EIGURES

Table 1.1: The assessment criterions following SERVQU.AL modsl Table 1.2: The factors affecting to the customer satisfaction with the service quality Table 1.3 Survey detail about customers using Victoombank Scrviccs

‘Table 1.4: Descriptive Statistics

Table 1.5: KMO and Barilett’s Test

Table 1.6; Rotated Component Matrix’ ee

‘Table 1.7: Correlation between Variables

Diagram 1.1 ‘he relationship between Customer’s value and NPS

Diagram 1.2: The hierarchy of demand Mastow

Diagram 1.3 Research Proces

Diagram 1.4 Research Model

Diagram 1.5 Gender of Customers

Diagram 1.6, Age of Customers

Diagram 1.7 The time using the service at Vietcombank Operation Center

CHAPTER I INTRODUCTION

1 Background of study

Vietcombank is one of the four biggest commercial bank in Viel Nam With more

than 50 years development, Vietcombank continuously is the best commercial bank

(Vietcombank cơm vn) Besides main factors making the success of Vietcombank such

as products arel services, people (iuman resource) plays crucial roles when people has been crealing the image and success of Viclcombank Recent years, when noticing the

importance of of customer satisfaction toward customer service quality, Vietoombank

managers always take care and apply customer satisfaction system on management

and improving preduct quality, human resouree by NPS, that can provide sufficiently

the higher demand of customer

Information about positive and negative feedbacks of customer when using products

and scrvice will help bank’s staff accunmlate cxpericnecs as well as change the way to

have daily business meetings ‘Therefore, they will build customer belief, which are

likely to influence their friends Moreover, while looking at NPS results, Vietcombank

manager will hava appropriute change and inrzalily to fil wilh customer requirsmont in

comparison with reality As a result, it is necessary to set up adjustment among factors

Hexibility and sufficiently in this research

Furthermore, satisfaction in using best services reveals in salisfaclion by crileria, customer feedbacks by months updated from system by VCC and email VCB will decide the sufficiency ftom branch to individual staff having unwented situations From this, the board and mmmagers will have comments and mark scores dircetly for branches and share it on whole system so branches could have lessons and know the ways to solve similar problems in addition, system based on NPS index refers methods for branches to consider and apply flexibility on same transactions irr the future

2 Research motivation

With more than 10 million customer using produets, services and 15.000 staffs

in nearly 100 branches over Vietnam (1:666b scale), the importance of customer satisfaction is undeniable Especially,whenVietcombank is building an official

enlerprise culture to inercase aclivitics results and the competitive advantages to

competitors system by NPS has been building and applying in ade floor since 2015 partly satisfy basic requirements in customer satisfaction and products quality in the biggest branch Having many intake fecdbacks paris aboul product qualify, al can summarize detail sifuations happening to each product and service, then transfering to each branch to stafis in different position by email@ivieteombank comvn with detail news

The using system by NPS has brought great values in enhancing the quality of products and services to meet the demand of customers in every transaction at Vietcombank, however, no specific research could verify that efficisney As a resull, before using over whole system, Vietcombank do need to have a detail comprehensive research to evaluate, that specializes in customer satisfaction toward system by NPS at trading floor

3 Research objectives and scope:

Research objective is the level of customer satisfaction about bank's

quality and influential elements to the satisfaction through NPS By collecting

information from interviewees with questionnaires will determine the satisfaction of

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customer lo cach kind of sorviee, As a rosull, the statistic analysts abou! influcnee of cach Eietor tơ customer satistaction will be considered and determined clearly by NPS Research’s limited scope in a big branch of Vietcombank is Vietcombank Operation Center The quetionaires will be sent to customer in research scope and are using services of trading floor Topic also illustrate about customer satisfaction when using services by NPS to evaluate service quality offEred by Vietoombank,

4 Rescarch method

‘Topic uses quantitative market research to determine customer satisfaction

Likert caloulator 5 fevels are used to verify value of variables By dint of discoversd research, the way to take model is designed to choose probable model,

‘The questionnaires will be used as a tool to collect necessary data for supporting analysis, The questionnaires will be sont lo inlerviewce by emails with links to questionnaires designed in Intcznct The official questionnaires could be found in

Appendix part of Dissertation

Dissertation uses logic statistic to analysis resulls collected from models Conbach’s alpha is used to select and reinforce factors of calculator, analysis EFA factor to determine unseen factors behind observed variables, Average comparison among models group ch

carch brings cfficioney im customer management, humem resource managemenl and providing fielors in contributing protéssional management system, thus enhancing efficiency of supporting best services with the highest customer satisfaction

The cfficicney of system through this rescarch will significantly support the board in making decisions in appropriate management and quickly applying on whole Vielcombank system

6 Structure of dissertation:

Structure of dissertation has 5 chapters:

Chapter 1: Introduction

Chapter 2: Literature review

Chapter 3: Research Methadolugy

Chapter 4: Analysis and result

Chapter 5: Canclusion

CHAPTER I LITERATURE REVIEW

Tn this chapler, seme definitions of prior knowledge and rescarch related to this study will be considered, including customer satisfaction on service quality,

BLAST model and raw "3 Switch", the factors that affect customer satisfaction in

qutily of service through the sysicm based on NPS

1 Notion of customer

+ According to David Cox: "The enlerprises' customers are a collection of individuals, groups, businesses who need to use the products and services of the business and look forward to satisfying their needs.”

+ Theo WakMart (1990) *Cuslomers are the lifeblond of our company and alt other

companies”

And that customers of commercial banks to be understood as fallowed:

All customers who wish to participate in and use the products and services

provided by cornmercial banks As the author mentioned and analyzed above, the

customer is the decisive factor in the viability of a financial services product that commercial banks provide Decision making to choose a type of financial services

product offered by a particular commercial bark depends ona variety of factors, such as utility, suitability to customer needs, cost physical In a highly competitive environment, where the same financial services product has many institutions to offer,

so that customers accept the use of their products and services requires each commercial bank must increase Enhancing customer service so that customers have "sympathy" for

the products they provide rather than competitors is not a simple task, because of the

"similarity" of gencral And because of this "similarity’, it is difficult for consumers to

perceive the difference in quality of each product and they can only offer "perceptions"

and the determining factor is still the Customer satisfaction on each financial service

they used How to make customers aware of the products and scrvices that commercial

banks can provide as welt as keep loyal customers is always the problem and solution lies in scrviee activities Consumers must be truly qualified and offeetive nol only for their own commercial banks but also for their clients

If in the past when referring to commercial bank customers, ons only thinks of the external custemncrs are business organizalions, individuals, associations, institutions, agcncics, supplicrs , Competitors forget about a large customer base of the bank, it is the internal customer intemal customers are those who work in different departments or

at different branches of commercial banks They will also be customers using the same product or service as external customers

2 Assessment syslem based on NPS index “Net Promoter Score” belong

to Bain & Company

Net Promoter Score (NPS) is a management tool that can be used to gauge the loyally of a finn’s customer tolalionships TL serves as an altornative to traditional customer satisfaction research and claims to be correlated with revenue growth, NPS has been widely adopted with more than two thirds of Fortune 1000 companies using the metric

NPS is a customer loyalty metric developed by (and a registered trademmk of) Fred Reichheld, Bain & Company, and Satmetrix It was introduced by Reichheld in his

2003 Tarvard Business Review article "One Number You Need to Grow” NPS can be

as low as -100 (everybody is a detractor) or as high as +100 (cverybody is a promoter)

‘An NPS that is positive (Le.„ higher than zero) is felt to be good, and an NPS of +50 is excellent

NPS measures the loyalty that exists between a provider and a consumer, The provider can be a company, employer or any other entity ‘I'he provider is the entity that

is asking the yugstions on the NPS survey The consumer is (he customer, cmployce, o1 respondent to an NPS survey

This is one of the most effective ways to measure customer satisfaction with quality of service, which was previously a vague, quantifiable concept And if we always believe that "loyal customers" arc just a rclative concept, managing the NPS will

be a tool that will enable banks to increase their competitiveness and limit market share

to competitors

3.Measurement methods

Customer survey content: "On a scale of 0 to 10, you are willing to introduce

services of Vietcombank to friends / relatives are how many points?" Summary results:

From the results will be distributed to guests Shipments into 3 groups:

+ Promoters (9 - 10 points): are very happy customers with products and services of Vietcombank They will be a source of loyal customers and help Vietcombank expand

their list of major customers / friends

+ Passives (7 - 8 points): are relatively satisfied customers due to the existence of

unsatisfactory points They can easily switch to competitors’ products / services,

+ Detractors (less than 6 points): always the customers who "go out first" and do not

hesitate to spread the comments affecting the brand of Vietcombank,

Measure results: NPS =% (Promoters) -% (Detractors), For example: Survey 20 clients,

including 10 Promoters (50%), 5 passives (25%) and 5 detractors (25%) Imagine: NPS

= 50% - 25% = 25%

Additional questions and actions to improve the NPS:

+ Additional question: "What does Vietcombank need to do to get 10 points?” Explanation: The bank will not be able to measure all the problems customers may be

having with their products and services So let the customers speak, However,

questioning should lead customers to positive rather than negative: "What are you

unhappy about?"

Diagram 1 The relationship between Customer’ s value and NPS

| ‘Yo improve on the principle of 80% of revenue from 20% of customers, putting the NPS dala on the chart below will help identify the important customer groups 1a care for Because resources are limited, prioritization is essential

Conclusion: An effective measurement method, in addition to providing data reflecting the current situation, must also provide the dala so that the machine is constantly improving This helps to limit the psychological and behavioral "coping" of the indicator, which is a common obstruction of today's banks when building the KPIs system

4, Satisfaction

Prior io introducing the concepl of customer satisfaction for service quality,

the author relied on the theories concerning satisfaction when serving products and

services at banks and fiom there Gut the concept of customer satisfaction for the quality

of service cunently provided in the banking system today using the NPS-hased

mamgement system

Philip Kotler (1991) states that "Customer satisfaction is the perception of a

porson through the consumption of a product or service, the extant to which a

actually delivers a product What he expects“

According to Bachelet (1995), “satisfaction is the emotional response of a

customer lo a product ar service based on personal experience"

‘Therefore, "Customer is Goi!" and is the person wha determines sales based on their satisfaction with the quality of the product or service they use Accordingly, the motto of the bank's operation is to satisfy the maximum needs of customers and then, the ability of customers to continue using the scrviccs of the bank is very high

‘Typically, commercial banks believe that service quality and customer satisfiction are identical However, many studies suggest Ihal these are Lwo different concepts, but they are closely interrelated Customer service quality is the most influential factor in customer satisfaction If the bank provides customers with good quality products, satisfying the needs of customers, the bank will initially make customers satisfied Therefore, lo sndumes customer satisfaction, banks must improve the quality of their customer service The quality of customer service is decisive to customer satistaction,

‘Therefore, we can use customer satisfaction to measure service quality,

a

Besides, when it comes to general satisfaction, people often refer to Maslow's (1943) level demand theory According to Maslow, human needs are divided into five phases: physiology, safety, social, self-esteem and self-expression After a certain

requirement has been met, the demand for the next higher wick will appear From this

theory one can see that managers need to know what their employees are at the level of

need to motivate their employees by meeting their individual needs

Diagram 2.The hierarchy of demand Maslow

Customer Satisfaction Pyramid

Customer Satisfaction, a term commonly used in marketing, is a measure of how

well a product or service is provided by a company that meets or exceeds customer

expectations Customer satisfaction is defined as "the number of customers, or the

percentage of total customers, experienced reported to a company, its products, services

(rank) exceeds Too goal-specific satisfaction."

‘Viewed as an important performance indicator in business and often a part of the

‘There are many different views on satisfaction, however According to Philip Kotler, customer satisfaction ( ) is the fevel of one’s sense of state derived from the relative Compare the results obtained ftom consuming products / services with their own expectations, ‘The level of satisfaction depends on the difference between the resulls received and the expectations, if the aclual results are Jess tan the cxpeclations, the customer is not satisficd, if the actual results conespond to the expectations, the customer will be satisfied, if the actual results are higher than expected, the customer is very satisfied, Customer expectations are shaped by the experience of shopping, from ñiiends and collzagues, and ftom the information of the seller and competitor, In order

to improve customer satisfaction, businesses need to make more investments and at

leas

invest in marketing programs

In fhet, to get a good produet / service, to have an effective customer care policy and above all to have ths satisfaction of the customer, within the business itself must also have the Employee satisfaction of the working environment, for the enterprise itsclé Employce satisfaction (in the ficld of cmployce banking is also tho bank's customer) not only through the use of banking products and services, but also through the , rating, Compensation, compensation and information management process transparency of the administrator

Positive Satisfaction (High Customer Satisfaction): ‘This is a positive satisfaction

and il is reflected through the increasing demand for the producis and services of the supplier, For customers with positive satistaction, they and their suppliers will have good relationships, mutual trust and good feelings when dealing, Moreover, customers also expect suppliers te meet their growing demand for products and services So this is the customer group to become a loyal customer of the business as Jong as thoy reatize there are a lot of improvements in the products and services for them The positive factor is in the fact that more and more customers are demanding products and services, and more and more vendors are making more ¢fforls to improve the quatity of their products and services

Stable Satisfaction (Stable Customer Satisfaction): For customers with stable satisfaction, they will fecl comfortable and happy with what is happening and do not want to have any change in the supply of products and services of the business Consequently, customers are proven to be comfortable, with high confidence in the business and ready to continue using the services of the busingss

Passive Satisfaction (Customer Retirement Satisfaction): Vor customers with

passive satisfaction, they will find less confidence in the busin nd it is difficult for

businesses to improve Quality of services and change of their needs They feel good not because the business will not fully meet their needs but because they think they carmol ask for nore business izmprovement, Therefore, they will not actively contibute comments or ignore the efforts of businesses in product improvement

Doll and ‘Torkzadeh’s research focuses more on the broader concept of systems and applications (ninicompulers, mainframes, supercomputers, analytics, and

application screens), The rating scale of end-user satisfaction is a nuilti-dimensional

tool Doll and ‘forkzadeh (1988) started with 40 products, then dropped to 18 items and

finally droppsd to 12 items, They have developed 12 products by comparing the traditional data processing enviroment and the end user computing environment, which includes five components: content, accuracy formatting, ease of use, and time based on

a sample of 409 respondents ftom 18 organizations to examine the altemative structure underlying the model and cvaluate the reliability and validity of the factors Their tools are considered comprehensive because they review previous work on user satisfaction

in finding a complete list of factors They add “ease of use" factor, An element is not present in previous studics

Other studies, such as Abdinnour Helm-et al (2005), Doll et al (1994),

Tendrickson et al (1994), McTTaney ef al (2002), and Torkyadeh and Doll (1991),

confirming the tested reliability and efféctiveness of EUCS measures, McHaney and Cronan (2001) using the UECS scale of Doll and Torkzadeh (1988) in a discrete computer event simulation environment where computers mimic the behavior of a complex system and therefore Provides insigh! into the apsration of the systerm in a variety of situations, Their results indicate that the EUCS measures retain its psychological characteristics when applied to the use of discrete event simulation computers, and can therefore be used as a measure of Success in implementing this technology Recently, Pikkarainen et al (2006) tested the EUCS model in their effort to examine user satisfaction with online banking services Their results support the validity

of thice factors, such as content, casc of usc and accuracy, in the original EUCS model, indicating that the EUCS can be modified and used for Price of customer satisfaction with the use of online banking system

10

It is becanse of the importance of understanding that the management of Viclcombsnk has established criteria such as criteria for assessment slaff, Customer service standards, and especially the NPS based customer satistaetion rating system All are centrally evaluated, transparently through the VCC and receive information

dircelly Thus, il ean be scen thal this system bas a grcal impacl on the reveption and storage of results as well as th: satisfaction of customers with the quality of services at Vietcombank and this is a problem to be studied in this topic

5 NPS model with BLAST and "3 Changes" principle

From the results of research based on NPS analysis, the author aims Lo solve the customer’s feedbacks by

5.1 Resolving the complaints of cHents under BLAST model

AI Vieleomlank, we scrve millions af customers every day in the whole

systems Sometime, we meet with some situations which clients feel dissatisfied and

complain about banking products and services Ilowever, thinking in a positive way,

cach complaint of unhappy customers is an opportunity for improving the products and

services at Vietcombank better and better We need to apply the following BLAST

principle when facing with the customer's complaints situation, surely customers will

bi

BELIEVE The first is Jetting trust customers and expressing all sincerity to make the

customers believing that stafis at bank are already willing to dealing with their

APOLOGIZE emotion often precedes reason, you cannot talk right - wrong here, especially with the non — rational person being dominant emotion Please make an apology firsl, When the argcr of customer cools down, then wa wilt procoed to handle client’s issues, True or false is does not matter, the important thing is the final result that

i

customers still believe in your company or not Do not become a winner in disputing

wilh your custorncrs and in ll ond there are na longer customers

SATISFY after listening and apologizing, you should find out some solutions for dealing with their problems such as compensating or giving a gift fo them Do not assume thal it is a cosl, you should think of il as an investinenl You are investing in order to protect your company’s brand reputation by preventing the customers tell the negative comments of the firm to ten of their friends, Because if you let the defects of your firm be spread publicly to other people in the market, you will lose sales opportunities for hundreds of people in the future However, if'you handle the issue, you can tum your unhappy customers into “a fan” who will diffiise the good thing of your company Lo other poopte

THANKS atter all, let say “thank you" because customers have help your firm reach

out the problem in your business and tum negative mentions info an opportunity to

improve and develop the firm better

5.2 “Three changes” principle

Changing new staff: because staff, who just has a conversation with nmhappy customers, has caused them a bad impression

Changing new place: to avoid adversely affecting the image of company, you can let

the customer meet manager at another place

Changing timezyou should promptly contact to the customer after receiving the bad feedback fiom them But if the situation is too bad, you can schedule a direct appointment with clients to find resolutions surmounting the issue for them,

6 SERVQUAL model (Parasuraman, 1988)

Resides applying BI.AST mods and “three changes” principle, we can apply

SERVQUAL mode in evaluating the customer’s satisfaction for service quality SERVQUAL being built based on the feeling perspective about service quality is

comparison between the expectation/desire value and the customer’s experience value

SERVQUAL considers two major aspects of service quality is the rasull of service and

providing service through $ criterions: reliability, response, visibility, assurance, empathy (Parasuraman, SERVQUAL: A Multiple-item Scale for Measuring Consumer Perceptions of Scrvice Quality, 1988)

12

‘To gather information about the expectation and perception of consumer,

researchers have conducted a sinvey to give a beller complete seal system, For example, a survey asks about the expectation of consumer in a particular field, it is classified according to scale ftom | to 10, in which 10 is totally agree, L is completely oppose Then, with a similar classification system, this time is asking about the customer’s perception of the scrviee, There arc two systems above, we can calculate the different level between the perception and desire of customer, Repeat this process with

90 other pair of questions

There is no longer 5 criterions as before as they have many changes being affected by the effect of market and the desire of customer instead,

criterions in Lhe Labi

2 have now ten

ww along with the sample qucstion asking consumers

Table 1.1 The assessment criterions following SERVQUAL model

The appearances of | _ 2, _Is the staffs clothes suitable?

facilities, equipment, stafts,

qqnipmicnl convenient?

w Are handwritten documents clear and easy to

printed and audio understand?

documents 4, Isthe technology modern?

‘Reputation: 1 If stalls make an appointment to mest customer for

‘The ability to camy out responding, does he/she do it?

independently and cxactly | 2, Ave the pararnelers for customers accurate?

the service under the | 3 Is speech ot report wrong?

commntment 4 Does staff serve well at the first time?

3 Is the level of services at all Gime and for every customer the same?

‘Ready to serve: 1 When client gets trouble, does staff resolve

Willing to respond to all the quickly?

Toniro of customers timely 2 Docs staf willing to answor any gnestions of

Are the service slalls chumsy?

Does staff provide document relevant and update every

day?

Is staff proficient in technology?

Do employoes have the right understanding of wha they are doing?

Politesse:

Being polite, respectfid,

caring and ñieadly in

communication

Is the attitude of staff pleasant?

Does staff can sustain a stress in the job and are they rude to customers when answering the

The belicf and faithful

attitude of service supplier

Does the service company have a good reputation? Docs employee know how to restrain themselves fiom the pressure of customers?

Are the answers accurate and consistent with other reliable sources?

Does the company guarantee its service quality?

Contact information: Is it easy for the customer to talk to the person

being in charge of solving the problem?

Isil casy for the elicnt lo contact to the staf by the

following ways:

- Directly meeting

- Sending the feedback through email

- Talking directly by plone

Are the locations of transaction offices conventent?

Warranty:

Avoiding the tisk, advonturs

and doubt Is it safe when entering info date base and using

equipment?

Does staff’ secure documents and other information

14

Communication skills: 1 When client contacts to service places, do stafis

Listening and rzcoiving the listen the problem to thom and show their opinion and comment of understanding and consideration of the problem?

customer 2 Dees staff explain clearly different solutions to Providing casy information resolve the issuz?

to clients 3 Does stati use easy words to understand when

commuting with clients?

4, Dovs staff inform customers when an appointment will be cancelled?

Understanding customers 1 Can staif realize loyal customers and remember Striving for having a deep their name?

insight of cticnls and their | 2 Dees staff make an effort to understand the

3 Da service levels and service prices meet the requirements of customers and fil Their Imdgel?

4, Is the service provider flcxible cnough to mect

customer’s plans and programs?

18

CHAPTER IT RESEARCH METHODOLOGY

In this chapter, the author presents research methods incnding a tessarch model designed on the basis of Chapler 1 and the thcory in Chapter 2, Exploratory Factor, theorctieal fraanework and research model, The rescarch process is described step by step Development tools and data analysis tools are also covered in this section

Collect the information from old and new customers using services at the Transaction Center through questionnaires about the factors related to customer satisfaction of the bank’s serviee quality There arc 2 stops in collzcling the information The first step is deciding the population and sample, The second step is deploying the suvey in all

‘Transaction Center

16

2 Research Process

Diagram3 Research Process

3 Research model with Quality Assessment System based on NPS

According to the theoretical framework above and the deployment of Quality

Assessment System based on NPS in the reality, this thesis will point out the assessment

of customer satisfaction with the service quality based on 3 basic factors as the diagram

below:

Diagram 4 Research Model

Based on 3 basic factors, this research identified the system of indicators to evaluate the

factors affecting to the customer satisfaction with the service quality:

Table1.2.The factors affecting to the customer satisfaction with the service quality

encoding

2 Information about bank services before accessing 9-10] 1Q2 services (pre-sale consultancy)

3, Satisfied when receiving service 9-10) 193

4 Ensure perfect after-sale service 9-10| 1Q4

5 Update information on new bank services regularly 9-10] TQ5

7 Information about bank services before accessing 78| SQ

18

services (pre-sale consultancy)

10 Update information on new bank services regularly 78 — SQ5 Detractors 11 Infermationsbou bank servicss before accessing <6 SVQI

services (pre-sale consultancy)

14 Update infortnation on new bank sorvices regularly <6 SVOI Satistactions 15 Feeling comfortable and believable when using 710 — UST

The NPS score range is fiom 0 to 10, the customers giving you 9 or 10 points are

promoters (it means that customers are fully satisfified with our services, so that, they

already introduce our services lo their relalives), 7 or 8 are passive (our services bring to

customers the relative satisfaction beside their unsatisfied issues), but irresponsible, and

under 6 points are detractor who do not like, ar inferested in

Further, to take carefil studies ftom SERVQUAL model, Delone &Mcleam, 2003

Model, reaction between VCB VCC and customers by call, and Feedback about VCB`

services: from those auther has built up the Composition indexes above, included: 1Q,

SQ, SVQ and US

NPS formula:

INPS = %Promoter — %Detractor]

For example, the number of customers favoring you is 43%, and the number of

customers do not like is 5%, it means that the NPS is 38% According to a study by

Fred Reicheld, who created the NPS, the NPS index of 400 companies in 28 sectors in

2003 was only 16 Ilence, if'we have NPS over 40, (his means we are doing very well

4 Collect samples and data

18