DSpace at VNU: Service recovery for Viettinbank trade finance operation: situation and solution for improvement

Service recovery for Viettinbank trade finance operation: situation and solution for improvement Hoàng Phương Nga Khoa Quản trị Kinh doanh Luận văn Thạc sĩ ngành: Quản trị Kinh doanh;

Service recovery for Viettinbank trade finance operation: situation and solution for

improvement Hoàng Phương Nga

Khoa Quản trị Kinh doanh Luận văn Thạc sĩ ngành: Quản trị Kinh doanh; Mã số: 60 34 05

Người hướng dẫn: TS Nguyễn Thị Phi Nga

Năm bảo vệ: 2012

Keywords Quản trị kinh doanh; Tài trợ thương mại; Quản lý điều hành; Ngân

hàng

Content

TABLE OF CONTENTS

ACKNOWLEDGMENTS i

ABSTRACT ii

TÓM TẮT iv

TÓM TẮT iv

TABLE OF CONTENTS vi

LIST OF FIGURES ix

LIST OF TABLE x

INTRODUCTION 1

1 Necessity of the thesis 1

2 Literature review 2

3 Objectives of the research 4

4 Research Methodology 5

5 Contribution of the thesis 8

6 Structure of the research 8

CHAPTER 1: THEORETICAL FOUNDATIONS 9

1.1 T he concepts of service, customer service and service recovery 9

1.1.1 Service and customer service 9

1.1.2 Service recovery 10

1.2 Types of customer’s response to the service failures 12

1.2.1 Types of customer actions 13

1.2.2 Types of complainers 13

1.3 The reasons customers complain 14

1.4 The expectation of customers 15

1.4.1 Customers expectation of fair treatment 15

1.4.2 Companies’ behavior 16

1.5 Service Recovery Strategies 17

1.5.1 Fail-safe your service - Do it right at the first time 18

1.5.2 Welcome and Encourage complaints 19

1.5.3 Act quickly 19

1.5.4 Treat customer fairly 21

1.5.5 Learn from recovery experiences 21

1.5.6 Learn from lost customers 21

1.5.7 Return to “Doing it right” 22

1.6 Service Guarantees 22

1.6.1 Benefits of Service Guarantees 23

1.6.2 Types of Service Guarantees 24

1.6.3 When to Use (or Not Use) a Guarantee 25

CHAPTER 2: SERVICE RECOVERY FORTRADE FINANCE OPERATION IN VIETINBANK 26

2.1 Overview of VietinBank and trade finance operation 26

2.1.1 History of VietinBank 26

2.1.2 Corporate Vision, Mission, Values and Ambitions 28

2.1.3 Trade finance operation of VietinBank 29

2.1.4 VietinBank’s Trade Finance resources 36

2.2 Analysis of VietinBank’s current situation of Service Recovery 39

2.2.1 How customers respond to service failures in VietinBank: 40

2.2.2 VietinBank’s Service Recovery Strategies for Trade finance operation 44

2.2.3 VietinBank’s Service Guarantees 49

2.3 Summary of strengths and weaknesses of service recovery activities in VietinBank 50

CHAPTER 3: RECOMMENDATIONS TO SERVICE RECOVERY FOR TRADE FINANCE OPERATION IN VIETINBANK 53

3.1 Strategies and solutions for the development of Trade finance operation in VietinBank 53

3.1.1 Quantitative targets: 53

3.1.2 Qualitative targets: 53

3.2 Strategies and actions plan for improvement of Service Recovery for trade finance operation in VietinBank 54

3.2.1 Strategy for improvement of Service Recovery for trade finance operation in VietinBank in the period of 2012-2017 54

3.2.2 Actions plan for improvement of Service Recovery for trade finance operation in VietinBank in the period of 2012-2017 60

3.1.3 Recommendations for the improvement of Service Recovery in VietinBank72 REFERENCES 73 ANNEX LIST 75

References

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