Assessment of customer service in shinhan bank bacninh branch

FIGURES AND TABLESFigure 1.1: The relative importance of each service quality dimension...22 Figure 1.2 Relationship between service and customer satisfactionSpreng and Mackoy, 1996...30

I hereby declared that this thesis is my own work and effort and that ithas not been submitted anywhere for any award Where other sources ofinformation have been used, they have been acknowledged

Ha noi ,May 21 th ,2015

Student Doan Thi Thuy

At the beginning, I would like to give special thanks to M.A Phan ThiXuan and Ngo Thi Viet Anh, my direct supervisors of the internship for theircare, efforts and hours of instruction and correction From bottom of myheart, I honestly wish their the best health and success in their life and career

Secondly, I would like to express my appreciation to all the teachers ofthe Faculty of Foreign Languages, Academy of Finance Thanks to theirlectures, I have learnt so much knowledge and have been equipped usefulknowledge to do my research

Thirdly, I also would like to thank staff, especially Ms.Vu Thi Van Anh– Deputy General Manager and GA department of Shinhan Bank Viet Nam –Bac Ninh Branch They are important people who have shared their views,experience and knowledge with me on the related issue Thanks to theircontribution and assistance, I have more useful data for my study

TABLE OF CONTENT

DECLARATION 1

ACKNOWLEDGEMENTS 3

TABLE OF CONTENT 4

FIGURES AND TABLES 9

LIST OF ABBREVIATIONS 10

INTRODUCTION 11

DEVELOPMENT 13

CHAPTER 1 13

LITERATURE REVIEW 13

1.1 Overview of Shinhan Bank Viet Nam - BacNinh Branch 13

1.1.1 Development history 13

1.1.2 Main business activities 14

1.2Customer service 15

1.2.1 Definitions of customer service 15

1.2.2The roles of customer service 16

1.2.3 Service dimensions all customers care about 17

1.2.3.1 Reliability 18

1.2.3.2 Assurance 19

1.2.3.3 Tangibles 19

1.2.3.4 Empathy 20

1.2.3.5 Responsiveness 20

1.3 The importance of customer service to commercial bank 21

1.3.1 Service quality 21

1.3.2 Customer satisfaction 21

1.3.3 Levels of customer satisfaction 22

1.3.3.1 Level one - Meet customer expectations 22

1.3.3.2 Level two-Exceed customer expectations 23

1.3.3.3 Level three- Delight the customers 24

1.3.3.4 Level four- Amaze the customers 24

1.3.4Relationship between service quality and customer satisfaction 25

CHAPTER 2:THE STUDY 27

2.1 Research question 27

2.2 Research methodology 27

2.3 Data analysis and discussion 27

2.3.1 Data analysis 27

2.3.2 Responses from customers 28

2.3.3 Response from staff 38

2.4Strengths and shortcomings of banking service for individual customers at Shinhan bank BacNinh branch 41

2.4.1 Strengths of banking service for individual customers at Shinhan bank BacNinh branch 41

2.4.2 Shortcomings of banking service for individual customers at Shinhan bank BacNinh branch 42

2.4.2.1 Shortcomings of banking service 42

2.4.2.2 Reasons 43

CHAPTER 3:CONCLUSION 44

3.1 Findings 44

3.2 Suggestions for improving customer service in Shinhan bank – Bac Ninh branch 44

3.2.1 Suggestions for Shinhan bank – BacNinh branch 44

3.2.1.1 Improving the service quality 45

3.2.1.2 Improving the qualification of the staff 46

3.2.1.3 Ensuring the competiveness of the price 47

3.2.1.4 Creating a professional working environment 48

3.2.1.5 Improving the good image of the bank in the customers 48

3.2.2 Some recommendations to Shinhanbank Headquarter Office 49

3.2.2.1 Strongly developing the service and exploit differential advantage products and services 49

3.2.2.2 Developing the network 49

3.2.2.3 Developing the human resources 50

3.2.2.4 Improving the work of management 50

3.3 Conclusions 50

REFERENCES 52

APPENDIX 53

FIGURES AND TABLES

Figure 1.1: The relative importance of each service quality dimension 22

Figure 1.2 Relationship between service and customer satisfaction(Spreng and Mackoy, 1996) 30

Table 1: Categories of customers 30

Table 2: Number of years as a customer of ShinhanBacNinh 31

Table 3: Customer relationship management 31

Table 4: Calls or visits from relationship managers to customers in the bank32 Table 5: Other things customers think the bank can do to make them more satisfied 32

Table 6: Location of bank is convenient 35

Table 7: Service provided by staff is professional 35

Table 8 : Promotions to reward customers are regular 36

Table 9: Staff will introduce for customers about new products 37

Table 10: Customers are given individual attention 38

Table 11: Staffs are friendly and courteous 38

Table 12: On the average, what number of customers do you serve in a day? .39

Table 13: What is the average turn around time? 40

Table 14: Some executive decisions affect customer service delivery in my organization 40

Table 15: The staff was well equipped with the right resources to deliver customer service 41

Table 16: Other factor that can aid the bank to improve customer service 41

LIST OF ABBREVIATIONS

IPCAS Interbank Payment and Customer Accounting SystemAPRACA Asia Pacific Rural and Agricultural Credit AssociationCICA International Agricultural Credit Confederation

FAEIB Financing Agreement with European Investment BankSWIFT Society for Worldwide Interbank Financial

Telecommunication

INTRODUCTION1.Rationale of the study

In the context of the globalization, there will be only one market in theworld, which is called flat economy This seems a new definition and requiresViet Nam companies including banks capacity for super competitiveness In

2007, Viet Nam official became the 150 th member of World TradeOrganization (WTO) marking the integration of Viet Nam economy with theworld According to treatments of WTO, Viet Nam has to totally open theeconomy for foreign investors and by the way has rights to enter other’smarket Therefore, customer service is considered the most importantcompetitive advantage of every bank

In generally, customer service is all needed action companies have to do

in order to satisfy customers In the context of super competitiveness,customer service is much more important advantage to attract customers andremain good relationship with customers In Viet Nam, bank system includesstate owned banks, international banks and joint venture banks Shinhan BankViet Nam included in international banks is assessed good customer servicequality in the group The business strategy of Shinhan Bank is to become aleading financial group in the world Yet, Shinhan’s customer service is notadvantage to compete with other international banks This situation drove me

to carry out the study of “Assessment of customer service in Shinhan BacNinh Branch”, which is expected to analyze quality of customer service

Bank-and draw out some recommendations to improve them

2.Aims of the sudy

The aim of this study is to assess the customer service quality providedShinhan Bank-BacNinh Branch and to suggest some approaches to theimprovement of the customer service quality at Shinhan Bank – BacNinhBranch in order to meet the expectation of the customers

3.Scope of the study

As mentioned by the title, the research aims at analyzing qualitycustomer service provided by Shinhan Bank - BacNinh Branch Yet due tolimited capacity of researcher, this research only focuses on customer service

in two year 2012 and 2013 The thesis attempts to draw as good as possiblerecommendations to improve quality of customer service in Shinhan BankViet Nam – BacNinh Branch

4.Methodology

The study reviews associated literature to create framework for thestudy This study also uses questionnaire survey, interview and observation tocollect data for analyzing

5.Organization of the study

Apart from the Introduction, Conclusion, the main content is divided intothree chapters as follows:

Chapter 1: LITERATURE REVIEW

This chapter gives a general overview of Shinhan bank, customer service and the role of customer service.

Chapter 2: THE STUDY

This chapter focuses on assessing quality of customer service provided

by Shinhan bank Viet Nam – BacNinh Branch

DEVELOPMENT CHAPTER 1

SHINHAN BANK VIETNAM is headquartered at Empress Tower (138

- 142 Hai Ba Trung, Da Kao Ward, Dist.1 and Ho Chi Minh City) withregistered capital of VND 4,547.1 billions ( Dec 2012 )

In December 2008, Shinhan Vietnam Bank was licensed to become one

of the first five 100% foreign owned banks in Vietnam

During the past 20 years of sustainable endeavor in Vietnam, SHINHANBANK VIETNAM LIMITED has always been trusted and chosen byVietnamese and foreigners, domestic enterprises and foreign investors;including Korean community in Vietnam

On 28th November 2011, with the desire to make firm commitment toVietnamese market, Shinhan Bank acquired 50% share capital ofShinhanVina Bank (a joint - venture bank with 50% share capital ofVietcombank and 50% share capital of Shinhan Bank) and officially changedits name to SHINHAN BANK VIETNAM

Up to now, Shinhan Bank Vietnam has 11 branches, transaction office in

Ho Chi Minh City, Ha Noi, Binh Duong, An Dong, Dong Nai,HaiPhongandBacNinh In near future, Shinhan Bank Vietnam will continue expanding

branch network to many provinces and cities in Vietnam and constantlyenhance service quality to best serve our dearest customers.

Shinhan Bank Viet Nam - BacNinh branch was established in December

2011 as a subordinate branch of Ho Chi Minh branch The headquarter ofShinhan bank- BacNinh branch is at 76 Ly Thai To street – Vo Cuong ward –BacNinh city

1.1.2 Main business activities

With the prize “having excellent performance leading emulationmovement of banking industry in 2012” awarded by State Bank of VietNam,Shinhanbank always focused on the innovation and the application of bankingtechnology in favor of business administration and the development of anadvanced banking services network

The services of Shinhan bank include:

*Deposits: With various deposit terms (week, month, year),Shinhanbank offers a range of deposit terms and interest payment Money can

be withdrawn after a certain deposit term as customers agreed with the bank ifthey choose this product And Shinhanbank show its promise that when usingdeposit services of Shinhanbank, customers are ensured in making paymenttransactions; safe and high beneficiary for saving and investing

*Loans: “Your concerns about financial needs will be resolved quickly

by Shinhanbank with flexible and economical products with various creditservices” This is the announcement issued by Shinhanbank Shinhan bankBacNinh branch provides many loan products for individual based oncustomers’ needs

Home loans: Shinhan’s fixed rate mortgage home loan with 2 years ofgrace period, 5 years of 10% fixed rate will help you to have stable financial

statement and assure to start a new life chapter Loan amount is up to 70% ofthe house value

Car loans: Interesting experience on every road with many offers fromShinhan Two interest rate options:

Option 1: Fixed rate 8% in the 1st year

Option 2: Fixed rate 10.5% up to 5 years

Loan limit is up to 70% car value with flexible loan period up to 60months By linking many Car Dealers, Shinhanbank helps customers easilychoose suitable car

*Services: Shinhanbank transfers fast from customer’s account or cash toany local/oversea bank with various foreign currencies

*Internet banking: i-Banking is the useful way to save time in makingfinancial transactions such as account transfer, bill payment, credit cardpayment, account statement and etc without going to the banks office.Customer’s finance is managed fast and effectively anytime and anywhere

1.2Customer service

1.2.1 Definitions of customer service

Customer service is often seen as an activity, performance measurementand a philosophy So, Customer service has been defined by many scholarsand conveys different meanings

In Susan Ward’s opinion: “Customer service is an organization’s ability

to supply their customer’s wants and needs”

GeogreD.Wagenheim, a professor at Michigan State University, andJohn H.Reurink, a professor at Michigan Department of Commerce state that

“Customer service is a management strategy that focuses on meeting

customer satisfaction” (1991)

Moreover, according to Wikipedia.org, customer service is the provision

of service to customer before, during and after a purchase

Customer service in banking is one of the most important ways to keepcustomers come back Good customer service can create customer loyalty Itincludes responding to customer’s questions and complaints in a thorough andtimely manner and interacting with customers through telephones, mails,faxes or face to face meetings

1.2.2The roles of customer service

Customer service plays an important role in business activitiesnowadays Your customers are the reason why you are in business Customer

is the sources of all profit and profit allows a business to grow Thus, youalways try to attract more customers

Customers today are interested in not only the product they are beingoffered but also all the additional elements of service that they receive fromthe greeting and promising Customer service refers to all aspects ofinteraction with a customer and the organization’s image in the mind of acustomer Beside product or service quality, customer service also makesyour customer satisfied or dissatisfied and affects their decision of comingback or not Keeping your customers happy is the key to keep your customerswith you Therefore, high quality customer service helps to create customerloyalty Repeat customers are the sources of all profit, and profit allows abusiness to grow

Moreover, good customer service is the foundation of any business Itleads to many benefits, provides a platform for continued growth and helps tobuild your business reputation Not only will you gain trust with your currentclients, they’ll also become a wonderful referral systems as they spread theword about your business to other prospects Excellent customer service also

makes your competitive advantage, sets your aside from your competitorseven when they may sell the same products In the long run, treating peoplefairly and with respect will bring success to your company today and in thefuture.

Specially, “The customer is always right" is a famous business slogan.

The underlying truth behind this statement is recognizing that customers arethe life blood for any business Understanding the importance of goodcustomer service is essential for a healthy business in creating new customers,keeping loyal customers, developing referrals for future customers andjumping ahead of the competition

1.2.3 Service dimensions all customers care about

Customers always want to receive excellence service Zeithaml,Parasuraman and Berry (1990) developed SERRVQUAL to measure quality

in service sector Therefore, the five dimensions that customers care are:

Tangibles-Appearance of physical facilities, equipment, personnel, andcommunication materials

Reliability-Ability to perform the promised service dependably andaccurately

Responsiveness-Willingness to help customers and provide promptservice

Assurance-Knowledge and courtesy of employees and their ability toconvey trust and confidence

Empathy-Caring, individualized attention the firm provides its customersNot all dimensions are equal All dimensions are important to customers,but some are more important than others Service providers need to knowwhich are which to avoid majoring in minors At the same time they can’tfocus on only one dimension and let the others suffer

SERVQUAL research showed dimensions’ importance to each other byasking customers to assign 100 points across all five dimensions.

Here’s their importance to customers

Figure 1.1: The relative importance of each service quality dimension

1.2.3.1 Reliability

Reliability is the ability to perform the promised service dependably andaccurately This dimension includes keeping promises, showing a sincereinterest in solving problem, giving right service at the first time, providing theservice at the time the company promise to do so and trying to keep an errorfree record That means this dimension can be connected to both technical andfunctional quality Showing a sincere interest in solving problem is about themanner in which the service is delivered and therefore it is connected to thetechnical quality “Do what you say you are going to do when you said youwere going to do it” because customers want to count on their providers It is

three times more important to be reliable than having modern appearance ofphysical facilities, equipment, personnel and communication materials Itdoes not mean to ignore tangibles and only be focus on reliability, serviceproviders have to do both But provider’s first and best efforts are better spentmaking service reliability

1.2.3.2 Assurance

Assurance is the knowledge and courtesy of employees and their ability

to convey trust and confidence This dimension can also be connected to thefunctional quality According to Zeithaml, Berry and Parasuraman (1990),assurance is about competence, courtesy, credibility and security Gronroos(1993) describes those factors separately:

Firstly, Courtesy is about politeness, respect, consideration, friendliness

of contact personnel (including receptionist, telephone operators and so on).Secondly, Competence is connected to the knowledge and skills ofcontact, operational support personnel (and also research capability) that areneeded for delivering the service

Thirdly, Credibility involves factors such as trustworthiness,believability and honesty It means to the level the company has thecustomers’ best interest at heart Factors that affect the credibility are thecompany name, reputation, personal characteristics and the degree to whichthe hard sell is connected to interactions with customers

Lastly, Security means freedom from danger, risk or doubt Factorsincluded are physical safety, financial security and confidentiality In theviewpoint of customers, service providers are expected to be the experts ofthe service they are delivering If a service provider is highly skilled, but theycannot make the customers see that, the customers’ confidence in that

provider will be lower And their assessment of that provider’s service qualitywill have the same trend.

1.2.3.3 Tangibles

Tangibles refer to the appearance of physical facilities, equipment,personnel and communication materials That means it deals with all that isphysically visible and touchable Even though this is the least importantdimension, appearance matters, service providers still want to make sure thattheir employees appearance, uniforms, equipment and work areas on-site(closets, service, offices, etc.) look good The danger is for providers who canmake everything look sharp and then fall short on reliability orresponsiveness

Grönroos (2007) mention that service quality can be divided into twoparts, functional quality and technical quality Tangibles can be connected tothe functional quality (Grönroos, 2007)

1.2.3.4 Empathy

According to Zeithaml, Berry and Parasuraman (1990), empathy is abouteasy access, good communication and understanding the customers Grönroos(1983) describes those factors separately:

Easy access is connected to the approachability which means forexample: the operating hours and the location of the facilities are convenient,the waiting times are short and also easy access by telephone, etc

Good communication is about keeping the customers informed in alanguage they can understand and also listen to the customers The companymay have to training the staff or adjust the recruitment policy to adapt to theinternational environment

Understanding the customers is about making an effort to understand thecustomers which involves learning about specific requirements, providingindividual attention and recognizing also the regular customers.

1.2.3.5 Responsiveness

Responsiveness means the willingness and readiness to help customersand provide prompt service It also means to respond quickly, promptly,rapidly, immediately or instantly This is the second important factor whencustomers think about the service quality This dimension can be connected tothe technical quality because the features are about how the service isdelivered After reviewing relevant literature, a theoretical framework hasbeen established within which the actual study on the customer service atShinhan Viet Nam – BacNinh branch will be carried out The serviceprovided by Shinhanis assessed against the dimensions of service quality:reliability, assurance, tangibles, empathy and responsiveness

1.3 The importance of customer service to commercial bank

1.3.1 Service quality

Service quality involves a comparison of expectations with performance.According to Lewis and Booms, service quality is a measure of how well adelivered service matches the customers’ expectations Parasuraman and

Berry (1985) viewed quality as “the degree and direction of discrepancy

between customers’ service perception and expectations”.

Generally, the customer is requesting a service at the service interfacewhere the service encounter is being realized, and then the service is beingprovided by the provider and at the same time delivered to or consumers’needs while remaining economically competitive at the same time Thismeans that satisfying customers’ needs is very important for the enterprises tosurvive

1.3.2 Customer satisfaction

In recent years, most of enterprises have understood the importance ofcustomer satisfaction It is necessary to define what customer satisfaction is

According to Richard L Oliver (1996) – “Satisfaction is a customer’s

fulfillment response It is a judgment that a product or service feature, or the product or service itself, provides a pleasurable level of consumption related fulfillment” While Philip Kotler claims that – “Satisfaction is a person’s feeling of pleasure or disappointment resulting from comparing a product’s perceived performance (or outcome) in relation to his experience.”

Customer satisfaction is defined as “customer satisfaction, or

dissatisfaction, is the feeling of a customer has about the extent to which their experiences with an organization have met their needs” It can be understood

that satisfaction is a function of perceived performance and expectations Ifthe performance falls short of expectation, the customer is dissatisfied If theperformance matches the expectations, the customer is satisfied And if theperformance exceeds expectations, the customer is delighted

In today’s competitive environment, every business is trying to attractthe customers by assuring highest degree of satisfaction Satisfied customersare the main determinants of success or failure of an organization’s business

1.3.3 Levels of customer satisfaction

Customer satisfaction is the key to building the clientele of any business.The more you satisfy your customers, the more your business can grow

According to Brian Tracy, one of America’s leading authorities on the

development of the human potential, customer service can be identified to

four levels which are achieved by providing corresponding levels of customerservice The higher the level you achieve, the more customer loyalty you willbuild and the greater your success will be

1.3.3.1 Level one - Meet customer expectations

At level one, a business meets its customers’ expectations This is theminimum requirement to simply stay in business in order to survive At thislevel, customers have no complaints about your products or services They aresatisfied for the moments But they are not loyal If a competitor demonstratesthat it can and will do more than merely meet their expectations, yourcustomers will very quickly not use your products or service anymore Theywill become your ex-customers

Moreover, finding another company sell the similar products with a goodcustomer service is not difficult in the current competitive environment Ifsomeone comes into your store expecting to purchase something, the staffmust provide good services and expertise to help in the purchase in areasonable amount of time, or the customer will get frustrated and leave Ifenterprises fail to meet their expectations, perhaps only one time, they willleave and find someone else who will promise to offer them a better service.Knowing what the customer expects is the first and possibly most critical step

in delivering good quality service Being wrong about what customers wantcan mean losing a client when another company gives the right demand.Being wrong can also mean expending money, time and other resources onthings that do not count to the customers Being wrong can even mean notsurviving in a fiercely competitive market Therefore, at this level, customerseasily come to your company but they also easily go

1.3.3.2 Level two-Exceed customer expectations

The higher level of customer satisfaction is exceeding customerexpectations It means that surprising your customers, going beyond whatthey expected Fast, friendly service, followed up by a phone call to makesure everything is alright, might you put into this category Once your

customers understand your company’s customer service standards, they willunderstand that your company has gone above and beyond its standardpractices.

Good customer service can set your company aside from competitors.The second level is where you start to build customer loyalty When servicehappens faster than expected, or is better than expected, customers leave yourstore pleased and are much more likely to return They may even be willing topay a little bit higher prices They second level of customer service movesyou beyond survival, building a measure of customer loyalty and giving you

an edge over your competitors It can also increase your profitability.Customers who experience the kind of service that exceeds their expectationsare often willing to pay for it, enabling the supplier to raise and thus improveprofit margins

1.3.3.3 Level three- Delight the customers

This level is where you show customers that you really care about them.Putting you in touch with the spirit of what the clients want to accomplish isthe key of the value and principle of “customer delight”

Customers who are serviced at this level are truly delighted Not onlyhave the customers’ basic needs been met, or even exceeded, but also theyhave truly been touched on an emotional level And once customers haveenjoyed this experience, it will be very difficult for a competitor to attractthem When you delight your customers, you are on the way to create a havediscovered a formula that goes beyond products and services Their business

is providing delight to their customers by understanding their specificpersonal interests, anticipating their needs, exceeding their expectations, andmaking every moment and aspect of the relationship a pleasant

To delight your customers is to show that how you care about them Itwill bring a smile to their face The greater your services delight yourcustomers, the greater your services delight your customers, the greatersuccess you will enjoy in your business.

1.3.3.4 Level four- Amaze the customers

“Amaze your customers” is the fourth level of customer service It iswhat will push your business into an expert level Expending the effort toamaze customers can propel your business to new heights By amazing them,you give customers a compelling reason to patronize your business andrecommend it to their friends It requires you, not just to meet or exceed yourcustomers’ expectations, not to simply delight them, but to truly amaze them.The highest level of customer service is when you develop the habit ofamazing your customers: when you do something for them that is soextraordinary, they want to run around and tell everybody they know Whenyou are able to accomplish this on a regular basis, you will be in a position todominate the marketplace and achieve remarkable rates of revenue growthand profitability

1.3.4Relationship between service quality and customer satisfaction

“Service quality is the most important factor which impacts of customer

satisfaction.” (Cronin and Taylor, (1992); Yavas et al, (1997); Ahmad and

Kamal, (2002)) If the service provider gives customers the high qualityproducts to satisfy their demands, the enterprise initially makes customersatisfaction

Therefore, service quality and customer satisfaction are closelycorrelated with each other (positive relationship), in which service quality iswhat is created first and then impacts on the satisfaction of customers In the

Needs being met

study of the relationship between these two factors, Spreng and Mackoy alsoshow that service quality is the premise of customer satisfaction

Figure 1.2 Relationship between service and customer

satisfaction(Spreng and Mackoy, 1996)

CHAPTER 2 THE STUDY

The data collected was analyzed using frequency tables and percentages.Responses were analyzed with excel Discussion of results were made inrelation to the research questions

2.3 Data analysis and discussion

In this part, analysis and discussion of the results from data collectedwill be looked at Raw data was analysed using SPSS, excel to arrive atfrequency tables and percentages

2.3.1 Data analysis

How satisfied a customer is depends on the quality of service received

by the customer Gap analys is model by Ziethamlet al,.(1988) and Groonros(2000) is often used to determine the quality of service

The gap is often between the perception of customers and theirexpectation, which will eventually determine whether they are dissatified,satisfied or excited

Those customers who are satisfied or excited have a very highpercentage of being retained and eventually will become loyal at the end

The sample size was 90 however, 80 of the questionare were answered.

70 of which were customers and 10 were staff of Shinhan bank BacNinhbranch

2.3.2 Responses from customers

Responses from customers are in two parts, the first part reveals theperception that customers have about the services offered in the Shinhan bankBacNinh and the second part deals with strategies that the bank has put inplace as a result of customer expectation so as to satisfy the customers and assuch retain them

CUSTOMER PERCEPTION RESULTS

Table 1: Categories of customers

63.216.220.6100Source: By Author, April 2015

Table 1, aims at establishing the composition of the various customercategories at Shinhan bank This is critical because different categories ofcustomers are exposed to different levels of customer service and thereforehave different perceptions about customer satisfaction

This table shows a high level of response from retail customers Therewere 43 out of 68 responses from retail customers representing 63.2 % of totalrespondents

In the BacNinh branch of Shinhan bank, there are three categories ofcustomers, the retail customers are those who come to the bank on day to day

basis to transact business Private\Executive customers are those who can callfrom their homes to transact business or come to the bank as and when there

is something very important to be done in the banking hall Coporatecustomers are the special customers They have a special hall and special staff

to attend them

Table 2: Number of years as a customer of ShinhanBacNinh

2075.74.3100Source: By Author, April 2015

Shinhan bank – BacNinh branch opened in 2011 From table 2, 53respondents representing 75.7% appeared to have done business with the banksince its inception This may be described as customer loyalty and the banksability to retain its customers

Table 3: Customer relationship management

76.514.78.8100

Source: By Author, April 2015

One of the service promises of Shinhan bank to its customers is access torelationship manager.

In table 3, 76.5% of respondents said that they have relationshipmanagers Implying the bank, to the large degree is delivering on its servicepromises One of rest 16 residents, 10 said they do not have relationshipmanagers while 6 do not know whether they have relationship managers.Though this number is lower compared to those who said they hadrelationship managers, it is still critical to a bank that aims at retaining itscustomers This is because it is less costly retaining an existing customer thatprospecting a new one

Table 4: Calls or visits from relationship managers to customers in the

22.428.429.919.4100Source: By Author, April 2015

In the new competitive market place, customers demand to speak with alive person instead of a machine or a computer screen

Table 4 had 67 respondents in all 54 out of the total which representsabout 80% of the respondents said they are called About 51% are regularlycalled Only 19.4% of the total sampled said they are not called at all Sincefrom literature every customer wants to feel special and be called, there is a