Luận văn improving the customers’ satisfaction in vietin bank dinh tien hoang branch

Therefore, researching the satisfaction of customer to bank is an important task, which aust be canicd ont rogulaily and continuously, to be able to respond promptly changes in their dem

Tran Quang Anh

FOREWORD

CILAPTER 1: INTRODECTION

1.1, The neccessity of Thesis -

1.2 Objective of the Thesis

1.3 Subject and Scope of Thesis

2.2.1 The concept of the quality of service

2.2.2 Factors affecting the quality of service 2.3 Customers" satisfaction

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Trên Quang Anh 1511725C

4.3 Assessmenf of customers' safisÏaction co enoeeeeoo38

CHAPTER 5: SOLUTION FOR IMPROVING CUSTOMERS' SATISFACTION IN

5.1 Solution for itnproving cusfoters'° satisfaction ào co co oc.44

5.2 Direction for developing services of Victinkank Dinh Tien Hoang branch in

5.3 Praposat to Vietin Bunk head office

5.3.1 Capital Capital mobilization

53.2 Great services development and exploitation of standing service

production having advantagos e

5.3.3 Intemet teclnology and technology application to service production 51

APPENDIX 1: CODE TABLE OF SCALE

APPENDIX 2: OFFICLAL SURVEY TABLE

'Tablz 1.5: Calculation of customers’ gender "— "— -

'Table 1.6: Dcseriptive Statistics oŸ scrvices lìmc 0sagc

‘Table 1.7: Desoriptive Statisties of the number of servioes cùslomers t8e 27

Table 1.9: The intarretate audited results among variables .30

'Yablz 1.L1: Result of assessing multieollinearity -75Sc Sen sec c~. 3

Tabls 1.12: Descriptive Statistics of factors assessing the scale of satisfaction .33 Table 1.13: Customers’ satisfaction icon nhnhemrerreeeereieou34 'Table 1.14: Descriptive Statistics of factors assessing reliability - 35 Table 1.15: Descriptive Statistics of factars assessing fecdbacks ce BB Table 1.16: Descriptive Statistics of factars assessing skills 38 Table 1.17: Descriptive Statistics of factors assessing approach 39

Iluman resource structure according to study level 23 Profits from services during 2011 - 2015 27

Tran Quang Anh 1511725C

FOREWORD

“The increasing changes of the world’s economy along with the deeper global’s economy inlegration crealss more opportunities as well as challenges for businesses desiring lo confirm their position in the market The successive crisises made the economy get involved in troubles, Real estate market and stock market in Vietnam has not given any sign of recovery, businesses have faccd with a lot of difficultis like: Much inventory, low consumption, significantly reducing businesses’ liquidity capacities, Besides, financial market is approaching crisis bottom, businesses participating in financial sector, especially commercial banks dealing with a plenty of problems: Which direction for their survival? Llow to have a stable position in the market? How to confirm the name and brand? And in this ficree competition, customers are the decisive factor for the survival of businesses in general and banks in particular Ths banks which draw more attentions and confidence of customers will survive and develop Therefore, customer centiic strategy wins the favor of banks, And the question; how to attract more customers to the bank, make them rely and feel pleased to use its services is the thing which banks are irying to achieve

As one of the first commercial banks in Vietnam, Vietin Bank always confizms its more competitive advantages in comparison with other banks, During the process of building and growing up Vietin Bank is always aware of the importance of customers to their existence

anil development T

180 9000 indicated the great cares from the board of directors of banks to their service quality Vietin Bank - Dinh ‘Tien | loang branch is a long standing one with a lot of experience

pplication of quatity management, syslcm according lo the criteria of

as well as ils staffs constant efforts and is regarded as one of the top branches of Vielin bank system Dinh Tien Hoang branch has won the favor of customers with its professional services as well as enthusiasm For a great development of Vietin Bank customers” satisfaction is the key goal The study of customers’ satisfaction has to be conducted regularly

to meet the customers’ demands The topic: “Improving the customers’ satisfaction in Vietin Bank — Dink Tien Hoang branch” is conducted to assess the scale of customers’ satisfaction whon using the bank's sorviees Therefore, inure cffective solutions will bs given to improve their pleasance The structure of the thesis including;

Chapter 1: The necessity of Research Thesis

Chapter 2: Literature review

Chapter 3: Methodology

Chapter 4: Data analysis

Tran Quang Anh 1511725C Chapter 5: Solutions for improving customers’ satisfaction in Vietin Bank Dink Tien Hoang branch

Although the thesis has got many conccms and supports from lecturcts and staffs from the branch, it can not avoid mistakes, Therefore, I highly appreciate your contributions and supports for its completion Yours faithfully

Student

‘Tran Quang Anh

CHAPTER 1:

INTRODUCTION 1.1 The necessity of Thesis

Nowadays, the trend of globalization intemational and regional economic integration

is taking place strongly, wilh the devetopment of science and icchnology and opening market, in the banking ficld, there has been ficree competition between Government Banks, Joint-Stock Commercial Barks and Foreign Banks provide banking services in

Viet Narn’s market,

In this ficrce competitive environment, customers are the decisive fhetor in the survival of the bank ‘The bank that gets the concem and the loyalty of the customer will win and grow Customer-focused business strategy is becoming the mos! importance

How to give customers the best satistaetion is always the problem that banks must try their best to perform with all their abilities In addition, the satisfaction of customer will

be helpful to create loyal customers that are essential to maintain regular activity of Banks, This mmcans the responsibiity for developing and maintaining relationship with the customer, making the customer satistied is the bank's, Banks must be active in maintaining and developing this relationship Therefore, researching the satisfaction of customer to bank is an important task, which aust be canicd ont rogulaily and continuously, to be able to respond promptly changes in their demands so that we can serve hetter our customers and make them satisfied when using the services and products

of the bank,

‘The thesis “Assessing Factors Affect bank’s customers satisfaction" was perforned not out the above purpose and the student hope to recsive more comments to improve the roscarch

1.2 Objective of the Thesis

Identify the customer's desire to the bank

Creale a rescarch model that rcasures ths satisfaction of customers bascd on understanding the factors that affect the customers’ satisfaction,

Assess the level of satisfaction of customers for products and services of bank

Recommend some solutions to improve custamers’ satisfaction to the bank,

1.3, Subject and Scope of Thesis

1.3.1 Subject of Research

Customers? salisfaction of Vielin Bank

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1.3.2 Scope of Research

‘The space of scope: Viettin Bank, Dinh Tien iloang Branch

The duration of scope: Data collcetion from 2011-2015

1.4 Research Method

Investigation, data collection from the following sources: Questionnaire from customers, interview results fom cimployces, bank Icaders, some documents about service, quality of service, reporting data of Viettin Bank,

Studying the factors affect the satisfaction aud loyalty of customers in general and from which,

scommiend, suggest to help Visttin Bank in particular

15 The practical meaning of thesis

‘Thesis determines the factors that affect the customers’ satisfaction in a more complete and accurale way From there, the bank will have the appropriate improverncuts

to increase the efficient operation of the bank and help customers always feel satisfied when using services or products of the bank

Rescarch results arc the basis for the deployment of new products and scrvices to respond the requirement of customers,

Based on the research of the satisfaction of customer with the services of Viettin Bank, Dinh Tien Hoang Branch recently, student will suggest some measures to improve

customers” satisfaction.

Tran Quang Anh 15H725C

CHAPTER 2:

LITERATURE REVIEW 2.1 Service

2.1.1, Service concept

Services are activities and results that a party (seller) can provide to the other party (buyer) and is essentially non-proprietary Service can be attached or not attached to a physical product ( “Service (economics) — www wikipedia org )

In fact, the offer offered by a business can range from a pure item to a pure service

For specific items such as soap, toothpaste or kitchen salt, no service is required

A service-specific item is one plus one or more services to increase the likelihood of

attracting buyers, especially for tangible products with sophisticated manufacturing and technology For example, a car manufacturer sells cars with warranty service, instruction for

use and maintenance, delivery according to buyers, etc These services can be provided by the

manufacturer or by a Intermediary specialized in that service business

An item consists of a main service that includes smaller items and services For

example, an airplane passenger is buying a carriage But the trip also included a number of

specific items, such as food, drinks and an airline magazine

After the same item can be a pure service For example, a psychotherapy or curling

Psychotherapists provide only a single service, and the only specific thing is a clinic or a

massage machine

Thus a product of a business can be a specific item or service, and may include additional services

2.1.2 Characteristics of the service

The service has basic characteristics different from other tangible products, such as invisibility, inseparability from origin, quality uncertainty In most manufacturing industries, the product is packaged and transported through intermediaries, agents, wholesalers, retailers

and end-users, For services, consumers may have to go to where the service is "created." That

is, the service is sold or provided to customers before they feel the real benefit of it This

makes customers feel desperate to buy services, so to purchase a service or product with

service, customers must be fully informed what they will have in their entirety of the process

of buying and using a product or service Therefore, the propaganda, advertising plays a very

important role to guide customers to decide to buy a service.

The service is basically not specific, so it is easy to imitate, This makes the competition more intense and that is the main challenge of service marketing

‘A service can be provided by many organizations, so marketing-mix solutions arc also aifected by the policies of the organizations that the business associates to provide services to

consumer consumption Hf there are na customers yet, there is no s

Rovause services are provided by differoul, providers, al different times and locations, and with customer interference in service creation, service instability has created service instability it is therefore difficult to check in advance the quality of service and this has caused difficulties in quality management of the service

Another very important feature is service 1mx, which requires a high degree of synergy and synchronicity, which is a rational structure consisting of many related services, complementing cach other in the process of crcating benefits for the customer The coordination of these services together at different Jevels and structures will form different service arrangements The problem is that every business needs to know how to combine

those different types of services to create a complele sel of services thal are tailored to their strengths and meet the needs of their needs Demand is specific to each target market that the business has chosen,

On the other hand, becanse the markel is constantly changing, il is inmperative for businesses to design a service structure so that they can flexibly adjust to changing needs and tastes of their customers to avoid waste New service plans are offen expensive

2.2 Service quality

2.2.1, Quality of service concept

Quality of service is an important factor for the survival and development of any commercial hank ( Zeithaml et al 1996; Wirty, et al 2008) The research on the quatity of banking services has been cauied out for many years, resulting in both theoretical and practical developments, particularly the development and validation of service quality scales

in the banking sectar in many different countries in the world,

2.2.2 Factors affecting the quality of service

Quality of service is not formed from many different factors It ean be said that it is a mulli-facelod concupl Parasuramman ct af (1985) outlined ten aspects of sorvice quatity

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including (1) reliability, (2) ability to respond; (3) service capacity, (4) access, (5) courtesy, (6) communication, (7) credibility (8) security, (9) understanding customer; and (10) visible

micans, From these 10 aspects, futher sescarch is drawn on five key factors (cg, Parasuraman

et al., 1988, 1991) of service quality including: (1) Reliability; The ability to perform the right service and on time, (2) Responsiveness: Express the desire and willingness of the service staff to provide timely scrvicc to customers, (3) Assurance: The professionalism of the service staff, (4) Empathy: Show employee interest to the customer, (5) Visible: clothing, appearance

of slaff and service facitities Sait can be seen that service quality is a multifaceted concept,

is considered as a pasticular variable in selalion to quality of service compansnts (Durvasuta and Mehta, 1999; Chow and Luk, 2005, Mostafa, 2005, Zarei at al., 2012)

2.3.2 The relationship between quality of service and satisfaction of customers

Quatity of scrvics and satisfaction ara two different bul clasoty related concepts in research on service quality services that lead to satisthetion The reason 1s the quality of service involved, ‘To the delivery of the service, while the satisfaction was only appreciated aller using the servive

Customer satisfaction as a result, quality of service as a cause, satisfaction is predictive nature, expectations, Quality of service is an ideal standard, Customer satisfaction is a general concept, expressing their satisfaction when consuming a service Meanwhile, service quality focuses on specific components of the service Although quality of service and satisfaction are interrelated, few studies focus on verifying the level of interpretation of service quality

components for satisfaction, particularly for each, Specific Service Industriss Studies have concluded that service quality is a precondition for satisfacton and a major factor in satisfying satisfaction,

11

Quality of service is a factor that greatly affects customer satisfaction If a service provider gives customers quality products that meet their needs, that network provider is initially making the customer happy Therefore, to improve customer satisfaction, service providers must improve the quality of service In other words, quality of service and customer satisfaction are closely interrelated, in which the quality of service is what precedes and decides customer satisfaction The causal relationship between thesc two factors is a key issuc

in most studies of customer satisfaction If the quality is improved but not based on the needs

of the customer, then the customer will never he salisfied with the service, Therefore, wherr using the sorvice, if customers fedl the service is high quality, they will bs satisfied with that service, Conversely, if customers feel the service is of low quality, dissatisfaction will arise

In the field of service quatity research and customer satisfaction have been the systematic researchers for many ycurs Including some well-known models such as Ih Qualily Distanez Model (Parasuraman et al., 1985), the SERVQUAL model (Parasuraman et al., 1988) In the models above, the SERVQUAL model is a research model applied in the retail and service scetors, including the following:

Reliability: The reliability of the service agreements provided by the business or organization such as: timely, timely, error-free

Feedback: is lo provide feadhack or contribute ideas to develop the information obtained, The process of soliciting customer feedback about a particular business, produe or

service

Skills: the abilily or ability to perform a masterpiece of one or a scvivs of actions basod

on knowledge (knowledge ot exparience) to produce the desired result

Accessibility: All that is required is what the business must do to satisfy the customer's niseds and expsclations, ic serve the custamer the way they want lo be served and De the things necessary to keep the customers you are

Information: Signals, acquired, understood and judged to be helpful in business decision-making

Service quality: meet the expectations of customers, satisfy the needs of customers

Consequently, quality is determined by the customer, as the customer desires Because

the dernamd of customers is diverse, so the qu

will also have many levels depending on the customer

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CHAPTER 3 METHODOLOGY

3.1 Proposed research framework

The purpose of the survey is to identify the level of satisfaction of customers using the services of VIETINBANK branch Dinh Tien Hoang Therefore, the object of the survey is that the customer is using the service at the branch

There arc many differant medcls in the world lo measure customer satisfaction Currently companies in the service sector often measure customer satisfaction in aceordance with the criteria of the RATER model and apply the model SERVQUAL ‘The nature of the study also performs customer satisfaction surveys through RATER criteria but is divided according to student resarch requirements Rescarch framework according to the following criteria:

- Reliability: The ability of the branch to fulfill the promise of reliable and accurate service,

- Feedback: Staff feedback on eustomer requests

= Skills: Skill is defined as the proficiency of a kind of knowledge to salve their tasks

In the banking profession, the employees are always required high professional skills

- Accessibility: Customer's access to the service provided at the branch

- Information: Information is an important factor in a turbulent economy, and having information properly is csscrlial lo cvery customer

- Service quality: Quality of service is also one of the determining factors for customer

satisfaction

HI Reliability

Tran Quang Anh 1511725C 3.2 Survey Process

Step 1: Building questionnaire:

- Scting up a rough questionnaire based on the information to be collected in the theoretical model and related satisfaction studies

‘There are 25 questions including 6 factors effect the customers’ satisfaction

Faetor 1: Reliability: 7 questions

Faetor 2: Feedback: 4 questions

Factor 3: Skills: 3 questions

Factor 4: Accesshility: 5 questions

Faetor 5: Information: 3 questions

Factor 6: Service quality: 3 questions

+ Selcuting and correcting questions based on the teacl

clients to test the clarity of the questionname, thereby recording their initial idea of the product and service of the branch and the customer's desire for the branch

s inpul Interviewed 10 random

- Editing and finalizing the questionnaire, then submit an official questionnaire

Step 2; Determining the number of samples needed and the scale for the survey:

- ‘The sample size is 142 samples, Currently, according to many researchers, the issue of how much sample sive, haw lage is still unclear Furthermers, the sample size depends on the estimation methods used in the particular study According to some studies in the warld, the representative sample size selected for the survey would be appropriate if the sample size

was 5 for an ostinate, Survey models in the subject included 7 independent variables with

25 observation variables, Therefore the required sample size is 25 «5 125 or more Sơ the sample size used in the survey is 142 samples should be representative of the sand is still guaranlccd for the smvey (“Rescarch Variables” - Saul Melcod, 2008, "Independent Variable." In Encyclopedia of Research Design Neil J Salkind, editor (Thousand Oaks, CA: SAGE, 2010)

- The scale is used in the satisfaction survey is the Tikert scale It consists of 5 levels of

popularity fiom 1 to 5 to find out the rating of respondents, Therefore, the questionnaire designed ftom | is “fully agree" to 5 is “totally disagree"

Step 3: Sending survey form to cnstomier

210 questionnaires are sent to customers at the counter and via email with the support of the customer service department and the students themselves ‘The customer list received a randomly selected questionnaire on the barik's customer database

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Step 4: Contacting the customer to track the answer:

After 10 days, if not received feedback fiom the customer, students will call the

customer reply For questionnaires placed at transaction counters, customers can make direct

replies and send them back to their exaployees immediately,

Step 5: Receiving feedback from customers:

‘There were 157 questionnaires scocived (121 received at the counter and 3ó rcoivcd by email) with a response rate of 74.8%, of which 15 were rejected for invalidation, Therefore the number of samples left for analysis is 142 voles

Step 6: Cloaring data processing using SPSS analysis tools:

© Data content; The questionnaire data is designed with 25 measures of factors that bring customer satisfaction and four scales of customer satisfaction when dealing with a bank include four main sections of coded questions

- Some general information about customers

- Factors that affect customer satisfaction

- The level af customer satisfaction

~ Recoummcndations of customers

* Data Encoding: ANer collzcling the appropriate sample size, studenls used the SPSS tool to analyze the data with encoded scales (Appendix 1),

15

As the foundation member and the joint partner of INDOViNA bank

Tt has the dealer ylahonship with more than 900 banks, owns financial institutions im more than 90 nations and texzitories in all over the would

As the first Vietnam’s banks was awareded the certification of ISO 9601:2000

Being a member of Vietnam Bankers Association, Asian Bankers Association, Global

Interbank Finaneial Telecormumicalion Association (SWIFT), Visa and MasterCard International

As the pioneer in applying modem technologies and electronic commerce in Vietnam, maceling the requircmncals of management and business

As the first bank in Vietnam to have branch in Europe, marking the significant development of Vietnam’s finance in region and global market

Constanly doing rescarch, upgrading productions, and services as well as crcating now productions to correspond with the highest demands ttom customers,

4.1.2 Branch’s organization

4.1.2.1, Chart of branch’s organization

Dinh Tien Hoang branch’s organization is showed in the following chart:

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VICE DIRECTORS

Credit Business Technolo Fund Risk 'Technologi Business General Administ Financial

t P telationshi _— nt ot departme n

Ð

Ỳ Dependent unit

I

ị J J J |

‘Transact Transact Transact ‘Transact Transact

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* Board of Director

The board of directors of VIETINBANK Dinh Tien [oang branch consists of a chief

executive anda deputy director

‘the Director is responsible for running and managing all activities of the branch and is responsible to State law and business partners

A deputy director is an assistanl to a dircetor, operating one or more specific branches of

a branch according to the arrangement of the director, responsible to the director and the law

on assigned tasks : On behalf of the manager relations with related parties solve the work

+The customer relations department has the following tasks

Developing an¢ implementing policies and guidelines to implement customer policy, eveloping market and market ar shure, deploying existing products

Identifing the largel markel, target customers; develop and implementing monthly/quattarly/yearly sales program and marketing solutions, receiving customer requests and feedback

Understanding the needs of customers, Consulting with customers to choose credit products, banking services, Providing, guiding and answering customer inquiries about regulations, orcdit procedures, banking services, assuring effective customer scrvice with high professionalism

Responsible for setting up, maintaining and developing cooperative relations with customers and selling pronets of the bank, negotiating to expand the areas of cooperation with customers, Comprehensive customer care, cnsuring customers are served full wiih

increasing quality

Directly setting limits, credit limits, and credit proposals Tracking and managing customer activity To supervise the process of using loans and assets ta secure loans Urge customers lo pay principal and interest Gmetudins those trausferred oulside the table) Proposing to restructure the debt repayment period, keeping tiack of the collection of principal, interest and fees (if any) until the loan contract is finalized Processing when

customers do not meet the

proposed handling,

adit conditions Timely detecting of leans with risk signs and

Classifing, detecting of risk, Making analysis reports, proposing, measures to prevent and handle risks Carrying out internal credit rating for customers according to regulations

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and commenting on provisioning far ercdil risk

To receive and examine the dossiers of request for interest exemption/reduction, propose the inferest exemption/reduction and transfer to the Risk Management Sub-Division in accordance with the regufations, Compliacs with the bank's credit line limits for customers Tracking customer usage limits

* the task force has the following tasks

Dirscily performing the operation and management of lending, guaranteemg for customers in accordance with regulations and procedures of VietinBank and its branches Directly managing accounts and deal with customers

Makityy a risk provisioning calculation bascd on the classification resulls of the Customer Relationship Department in accordance with the regulations of VictinBank; To send results to the Risk Management Division for review and submission to competent authorities for decision,

Taking full responsibility for the safety of the Department's operations, Strictly following the internal control procedures before the transaction is carried out, Customer monitoring complying with the terms of the eredil agreement

‘Yo carry out money laundering prevention against transactions arising under the

regulations of the Stulz and VictinBank; Delceting, reporting and dealing promplly with

suspicious transactions in emergency situations

‘The treasury service and management team is responsible for Directly performing stock management and cntry/exit fund operations, Te propose and advise the branch dircetor on measures and conditions for ensuring the safety of warehouses, finds and monetary security; developing of treasury services; To strictly complying with the rules and procedures of treasury management To be fully responsible for ensuring safely of treasury and currency security, ensuring security of assets of VietmBank Branch and customers

« Risk management is responsible for

Advising on proposing policios and ieasuras to develop and improve tha quality of credit operations Managing, monitoring, analyzing, and assessing the potential 1isks to the branch's credit portfolio, Maintaining and applying credit rating and rating systems to portfolio management

Studying and proposing to leaders to approve Himnils and adjusting timits, structure and cxedit limits for each branch, cach group and each client in accordance with the direction of VietinBank and the actual situation at the branch ‘To check the implementation of the credit

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Timits of the rclevanl departments and proposing handling of any violations

Proposing lo the director of the plan to reduce the bad detit of the branch, the customer

and the plan to restructure the debt of customers as regulation

Supervising debt classification and risk provisioning, To sum up debt classifieation results and make risk provisions and send them to the accounting and finance sections for making balance according to regulations

Collecting and managing credit information, reporting on credit activities and credit quulily of the branch; Muke a report analyzing the status af loan sscurity assats of the branch Carrying out bad debt handling

Participating in the work of credit risk, operational risk, money laundering prevention Being an important role in the management of ISO quality system It is the focal point in

coordinating the process of managing the quality system according to ISO standards at the branch Developing and proposing to the Director the improvement program of quality

management system, Measuring the level of satisfaction of customer satisfaction

Developing plans and coordinating implementation of implementation plan, inspection, assessment and maintenance of quality management system at the units in the Branch

Collaboraling with organizations 1o evaluals the certification of quality management

system maintenance; To sum up results of the branch system's quality evaluation

« The internal management department has the following iasks:

The Accounting and Finance Department has the following tasks: - To manage and

carry out detailed accounting work, general accounting; Carrying out post-audit work ơn accounting and financial activilies of the branch (including transaction offices}; To perform

the task of managing and supervising the finance; Implementing customer information

management Proposing consultancy to the branch director on guiding the implementation of

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departments to sell products, providing tarkat information, cosh prices, To be responsible for managing the coefficients of safty in business activities, ensuring the payment capacity and the foreign exchange status of the branch,

The Administrative Organization Department has the following tasks: To lead the consultancy, suggest and assist the Dixector in implementing the organization and personnel work and developing the human resources at the branch Letter of the clerical work; The focal point for organizing or representing branches in communication relations, teceiving organizations and individuals inside and outside the VietinBank system; To inspect, supervise, synthesize and report on the observance of labor regulations, internal rules of the agoncics , Formulating, anmomcing the work program and schotulz of the bourd of directors lo the televanl units; The focal point for Ihe implementation of the service of meetings and conferences organized by its branches or assigned by VietinBank to its branch;

To advise and propose the establishment of rules and regulations on office work and administrative managoment measures Carrying out the advisory, managzment, exploitation and use of assets of the branch; Ensuring full material condition and safe, civilized and clean working snvironment for the whole branch

* Subordinate unit has the following tasks:

Human resources are always the most important factor for the devclopment of an

organization or a business Same thing to ViefinBank, VietinBank always considers human

faclors as the decisive factor for success under the mofio “each VietinBank staff is a

competitive advantage” in tems of both professional capacity and moral qualities The staff

of VietinBank Dinh ‘Tien Hoang is always one of the strong team in terms of both quantity and quality Below is a table showing the number of emmployces working at the branch through 2011-2015

Tran Quang Anh 15H725C

Based on the table and illustrations above, it is clear that the human resources of the

branch in the past five years (2011 - 2015) tend to increase steadily over the years This proves that the branch is in the process of delivering business services that require more labor Every year, the number of employees increases from 5 to 10 people The reason for this is that: VietinBank is increasingly diversified in services as well as business areas The market is increasingly expanding, the number of customers who wish to use the service also increased

Recruiting more labor each year is necessary to provide our clients with the best services, in

the widest possible range

According to the most recent statistics, the branch's human resources structure in 2013

by age and level are shown in the following two graphs:

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Figure 1.4 Human resource structure according to study level

Source: [1,2,3,4,5]

It can be seen that employees in VietinBank Dinh Tien Hoang mainly in the age of 20-

30 (74.79%) are young working class, in the right direction with the goal of building modem

human resources system Make use of young power very much for the development of VietinBank Dinh Tien Hoang In addition, college graduated staffs occupy the majority of the

human resources (72.07%) This is the target labor that VietinBank Dinh Tien Hoang aims at

in the work of improving human resources, building branch development

4.1.3 Branches' performance

4.1.3.1 Business performance

Capital raising activities

The branch's capital mobilization over the past five years has achieved commendable results The amount of capital mobilized in the next year is always higher than the previous year The structure of capital mobilization is moving in positive direction With the low cost

of capital mobilized, the profit margin of the branch is always high, creating huge profit for

the company As well as attracting residents ‘and business organizations’ financial resources,

financial institutions and branches have also strengthened control over liquidity and security

of their branches

Table 1.2: Capital mobilization during 2011 — 2015

Unit: billion dong,%

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By 2013, the growth als of capital mobilization has decreased compared lo 2012, down 15% respectively 455 billion In the period of 2013 - 2015, the capital mobilization of the branch increased rapidly from 3.016 billion to 4.949 billion, 64.1% respectively

* Credit activities

Credit activity is an important activity in the bank's operations Normally in the European countries this activity usually contributes 60% of the bank's profit structure But in Victnam, this activity is up to 80-90% Recognizing the importance of this activity, fiom the first day ofits establishment, the branch has accelerated the credit growth towards sustainable growth and reduced risk Parallel with building credit growth is the construction of management system, risk management During the development process, the credit growth rate and scale of the branch was developed in accordance with the direction of the State Bank

Table 1.3: Results of credit performance in Dink Tien Hoang branch during 2013-2015

Unit: billion dong, %

maxitnum of the year

In the period 2011-2015, the operation of the branch still faces many difficultics and

challenges due to the fact that the economic situation has not seen any significant positive

changes: the purchasing powsr remains low, the credit growth slows, the real estate trarkel and the stock market is still in silence However, with the unified unity of al employees, under the proper leadership of the management Dinh ‘Tien Hoang Branch still has the right result as planned by Vietin Bank

Table 1.4, Credit grawth during 2011 - 2015

Total outstanding loans Billion ¥ND} 1,410 1847 7 [2,136 |22396 | 2,524

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Credit growih Ís maintsined ai a good growih tale, In 2011, the brmch raised VND 2.570 billion and allocated VND 1,410 billion for credit, accounting for 54.9%, By 2012, the amount of capital for credit growth has increased rapidly te VN1D437 billion, equivalent to

31% of 20011 Tn 2013, total oulstanding loans tend lo decrease compared lo 2012, down

15.6% compared to 2010 and speed Credit growth will continue to fall by 4.9% in 2014, In

2015, credit will show rapid growth ‘fotal outstanding leans increased from VND 2,239.6 billion in 2014 to VND2,524 billion in 2015, equivalent ta 13%

4.1.3.2 Other performance

Attaching the development to the common interests of the society, VIETIN BANK

Dinh Tien Hoang is ahvays involved in many community aclivitics, wish (a contribute lo a

include:

baller Fife and nore meaning Some activiti

* Acompany and Support the exam season, Green surmmer

* Awarding scholarships to disadvantaged students, excellent students

‘These results of social activities above are remarkable achievements in line with the direction

of the authorities, contributing to building image of a VIETINBANK that always accompanies the common interests of the community and society

4.2 Research results

A.2.1 Description analysis

Sex of customers using services at VIETINBANK Dinh Tien Hoang branch

‘Table 1.5: Calculation of customers’ gender of the customer

Customer service time at the branch:

Table 1.6: Descriptive Statistics of services time usage

Of the 142 customers surveyed, the time they were dealing with VIETINBANK Dinh

Tien Hoang were mostly customers with a long-standing affiliation (3.6 years average)

Figure 1.5: Profits from services during 2011— 2015

Looking at the chart above, we see that the number of customers with trading time over

3 years accounts for 70.42% New customer transactions in the year accounted for 4.93%

Customer service products used in VIETINBANK branch Dinh Tien Hoang

Table 1.7:

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of utility products for them An average of 0.57 indicates that more than half of the surveyed cuslorners use this product

4.2.2 Confirmatory factor analysis

> Ferify scale reliability

Cronbach's Alpha is a statistical test that checks the tightness and correlation between obscrvational variables This involves two aspzols: the correlation between the variables themselves and the comelation of the scores of each variable with the overall seare of each variable of the answer Accordingly, only variables with a Corrected Item-Total Correlation greater han 0.3 and having Alpha coefficients greater than 0.6 arc considered acceptable and

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Analysis of linear regression correlation

Regression line: TIT = (DTC, DPTT, KN, DTCC, TT, CL)

Table 1.9: The interrctate audited results among variables

KN | Pearson 8039 | 754" |1 70205) | 7480 | 5990) | 72309)

Correlation Sig (2-tailed) 000 [000 |.000 [006 |ø00 | 000 | 000

Trần Quang Anh

15H725C

TIL | Pearson FOU) | 630) | 7232 | 731) | TSI) | TSO T1

Correlation Sig.(-tailed) — 000 00 [o0 [00 |odo | 966 900

All vanables have sigs <1% so they have a very close relationship Because the tinction

of the regression fiction can be realized

Regression analysis: Regression analysis will determine the relationship between the dependent variable (satisfaction level) and the independent variables (reliability, feedback, skill, accessibility, This helps us to predicl the degree of dependent, variable when we know the value of the independent variable

Table 1.10: Result of analysis

According to the results, all six factors have a positive impact on customer satisfaction

‘The four mast influential factors ars DPH (feedback), KN (Skil), DTCC (ace

Gnformation) Here is the results table