DSpace at VNU: Customer satisfaction assessment on Vietnambank's card service quality

Customer satisfaction assessment on Vietnambank's card service quality Đỗ Thị Thêm Ngọc Khoa Quản trị Kinh doanh Luận văn Thạc sĩ ngành: Quản trị kinh doanh; Mã số: 60 34 05 Người hướ

Customer satisfaction assessment on

Vietnambank's card service quality

Đỗ Thị Thêm Ngọc

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

Người hướng dẫn: TS Vũ Anh Dũng, ThS Hà Nguyên

Năm bảo vệ: 2011

Abstract Tổng quan về hoạt động thanh toán thẻ tại Việt Nam: thị trường thanh

toán thẻ của Việt Nam có tiềm năng và đang được các ngân hàng khai thác, tuy nhiên việc khai thác chưa hoàn toàn triệt để Tổng quan về việc cung ứng dịch vụ thẻ của VietinBank: giới thiệu chi tiết về các sản phẩm dịch vụ thẻ mà VietinBank đang cung cấp cho khách hàng, đồng thời so sánh với các ngân hàng cạnh tranh tiêu biểu Đánh giá mức độ hài lòng của khách hàng đối với các sản phẩm, dịch vụ thẻ của VietinBank So sánh mức độ hài lòng của khách hàng khi sử dụng dịch vụ thẻ của Vietinbank và các ngân hàng khác Đề xuất những hoạt động nhằm nâng cao chất

lượng dịch vụ thẻ của VietinBank qua đó làm tăng sự hài lòng cho khách hàng

Keywords Quản trị kinh doanh; Dịch vụ ngân hàng; Khách hàng

Content

TABLE OF CONTENTS

ACKOWLEDGEMENT i

LIST OF TABLES vii

LIST OF FIGURES viii

INTRODUCTION 1

CHAPTER 1 - CONCEPTUAL FRAMEWORK 5

1.1 Service quality 5

1.1.1 Service definition 5

1.1.2 Quality definition 7

1.1.3 Service quality 8

1.1.4 Bank card service quality 11

1.2 Measurement of service quality 12

1.2.1 Review of multi- attribute concept 12

1.2.2 Review of Nordic Model 13

1.2.3 Review of Servqual model 14

1.2.4 Review of Servperf model 17

1.2.5 Review of Kano model 19

1.3 Suggested model 23

1.4 Previous research 24

1.4.1 Previous research outside Vietnam 24

1.4.2 Previous research in Vietnam 29

CHAPTER 2- RESEARCH METHODOLOGY 31

AND OVERVIEW ON VIETBANK 31

2.1 Research methodology 31

2.1.1 Research design 31

2.1.2 Sample design 35

2.1.3 Data collection 36

2.1.4 Data processing 37

2.2 Overview on Vietinbank’s card service 38

2.2.1 Overview on VietinBank 38

2.2.2 Overview on Vietinbank card business activities 40

CHAPTER 3: FINDINGS AND ANALYSIS 46

3.1 Characteristics of the sample 46

3.2 Customer satisfaction on Vietinbank’s card 49

3.3 Comparison between customers’ satisfaction toward each service attribute and the overall satisfaction level 54

CHAPTER 4- CONCLUSIONS AND RECOMMENDATIONS 64

CHAPTER 4- CONCLUSIONS AND RECOMMENDATIONS 64

4.1 Conclusions 64

4.2 Recommendations 64

4.2.1 Suggestions to improving debit card service quality 65

4.2.2 Suggestions for Vietinbank to improving credit card service quality 67

4.2.3 Suggested action plan for Vietinbank to improve card service quality in the next two years 68

REFERENCES 69

APPENDICES 72

Appendix 2: Data from survey 73

Q 2: Gender of respondents 73

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