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

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

Lunghwa University 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

Lunghwa University of Science and Technology

Approval Certificate of Master’s Degree Examination Board

This is to certify that the Master’s Degree Examinations 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 Thi

Nguyet Anh in the Master Program of Department of Business Administration

Master’s Degree Examination Board

Xác nhận đã chỉnh sửa luận văn của Giảng viên hướng dẫn

Assoc.Prof.Pham Thi Lien

Date: 12/03/2018

ABSTRACT

Thesis title: “Assessment of customer satisfaction on services quality:The case of Joint Stock Commercial Bank for Foreign Trade of Vietnam”Pages Number: 46

University: Lunghwa University of Science 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

of Vietcombank executive board in enhancing customer services

ACKNOWLEDGEMENT

Firstly, I 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 Foreign Trade of Vietnam”

Secondly, I 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, I 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 today’s result

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

Thank you very much!

Ha Noi, March, 2018

TABLE OF CONTENTS

CHAPTER I INTRODUCTION 1

1.Background of study 1

2 Research motivation 2

3 Research objectives and scope: 2

4 Research method 2

5 Research aim 3

6 Structure of dissertation: 3

CHAPTER II LITERRATURE REVIEW 4

1 Notion of customer 4

2 Assessment system based on NPS index “Net Promoter Score” belong to Bain & Company 5

3 Measurement methods 6

4 Satisfaction 7

5.1 Resolving the complaints of clients under BLAST model 11

5.2 “Three changes” principle 12

6 SERVQUAL model (Parasuraman, 1988) 12

CHAPTER III RESEARCH METHODOLOGY 16

1 General method 16

2 Research Process 17

3 Research model with Quality Assessment System based on NPS 18

4 Collect samples and data 19

4.1 Sample 20

4.2 Pilot study 21

4.3 Data collection process 21

5 Reliability of the measurement 23

6 The validity of the study 23

CHAPTER IV RESULT OF DATA ANALYSIS 24

1 Sample description 24

2 Descriptive statistics 27

3 Exploratory Factor Analysis (EFA) 28

4 Correlation Coefficient between Variables: 32

5.Vietcombank’s NPS: 33

CHAPTER V CONCLUSION 36

2 Influence of research Model 36

3 Limitations of the Model 37

4 Recommendations 37

LIST OF REFERENCES 38

APPENDIX 42

Appendix 1: Survey Questionnaire 42

APPENDIX 2: EFA FACTOR ANALYSIS 43

APPENDIX 3: CORRELATION COEFFICIENTS 45

LIST OF ABBREVIATIONS

Vietcombank/VCB: JSC Bank for Foreign Trade of Vietnam NPS: Net Promoter Score

VCC: Vietcombank customer center

IQ: Promoters indicator variabales

SQ: Passives observational variables

SVQ: Detractors observational variables

US: Satisfactions observational variables

LIST OF TABLES, CHARTS AND FIGURES

Table 1.1: The assessment criterions following SERVQUAL model 13

Table 1.2: The factors affecting to the customer satisfaction with the service quality 18

Table 1.3 Survey detail about customers using Vietcombank Services……….24

Table 1.4: Descriptive Statistics 27

Table 1.5: KMO and Bartlett's Test 29

Table 1.6: Rotated Component Matrixa 30

Table 1.7: Correlation between Variables 32

Diagram 1.1 The relationship between Customer’s value and NPS……… 6

Diagram 1.2: The hierarchy of demand Maslow 8

Diagram 1.3 Research Process 17

Diagram 1.4 Research Model 18

Diagram 1.5 Gender of Customers 25

Diagram 1.6 Age of Customers 26

Diagram 1.7 The time using the service at Vietcombank Operation Center 26

CHAPTER I INTRODUCTION

1 Background of study

Vietcombank is one of the four biggest commercial bank in Viet Nam With more than 50 years development, Vietcombank continuously is the best commercial bank (Vietcombank com.vn) Besides main factors making the success of Vietcombank such

as products and services, people (human resource) plays crucial roles when people has been creating the image and success of Vietcombank Recent years, when noticing the importance of of customer satisfaction toward customer service quality, Vietcombank managers always take care and apply customer satisfaction system on management and improving product quality, human resource by NPS, that can provide sufficiently the higher demand of customer

Information about positive and negative feedbacks of customer when using products and service will help bank’s staff accumulate experiences 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 have appropriate change and in reality to fit with customer requirement in different time by organizing workshops about professional sales skills, seminars about sharing experience, which will push customer service in higher standard

The measure system of customer satisfaction by Net Promoter Score (NPS) has been applying as a part of enterprise management method at Vietcombank, which has been testing in Exchange, one of the biggest branches of Vietcombank However, decisions about system’s efficiency (with NPS) still base on inflexible requirements in comparison with reality As a result, it is necessary to set up adjustment among factors flexibility and sufficiently in this research

Furthermore, satisfaction in using best services reveals in satisfaction by criteria, customer feedbacks by months updated from system by VCC and email VCB will decide the sufficiency from branch to individual staff having unwanted situations From this, the board and managers will have comments and mark scores directly 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 in the future

2 Research motivation

With more than 10 million customer using products, 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 enterprise culture to increase activities results and the competitive advantages to competitors system by NPS has been building and applying in trade floor since 2015 partly satisfy basic requirements in customer satisfaction and products quality in the biggest branch Having many intake feedbacks parts about product quality, that can summarize detail situations happening to each product and service, then transferring to each branch to staffs in different position by email@vietcombank.com.vn 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 efficiency As a result, 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 service quality and influential elements to the satisfaction through NPS By collecting information from interviewees with questionnaires will determine the satisfaction of customer to each kind of service As a result, the statistic analysis about influence of each factor to customer satisfaction 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 Vietcombank

4 Research method

Topic uses quantitative market research to determine customer satisfaction Likert calculator 5 levels are used to verify value of variables By dint of discovered 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 sent to interviewee by emails with links to questionnaires designed in Internet The official questionnaires could be found in Appendix part of Dissertation

Dissertation uses logic statistic to analysis results 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 classified by various features, which allows conclusions about the similarities and differences of small models Finally, linear regression analysis is used

to determine influent factors to products and services quality as well as factor’s radix in linear regression equation

5 Research aim

Purposes of research is to find out levels of customer satisfaction to Vietcombank services and products, followed by another factor effected to their satisfaction, therefore providing recommendation for improving customer service quality in each customer department This research brings efficiency in customer management, human resource management and providing factors in contributing professional management system, thus enhancing efficiency of supporting best services with the highest customer satisfaction

The efficiency of system through this research will significantly support the board in making decisions in appropriate management and quickly applying on whole Vietcombank system

6 Structure of dissertation:

Structure of dissertation has 5 chapters:

Chapter 1: Introduction

Chapter 2: Literature review

Chapter 3: Research Methodology

Chapter 4: Analysis and result

Chapter 5: Conclusion

CHAPTER II LITERATURE REVIEW

In this chapter, some definitions of prior knowledge and research 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 quality of service through the system based on NPS

1 Notion of customer

- According to David Cox: "The enterprises' 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 Wal-Mart (1990) "Customers are the lifeblood of our company and all other companies"

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

All customers who wish to participate in and use the products and services provided by commercial 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 bank depends on a 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 general 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 services that commercial

banks can provide as well as keep loyal customers is always the problem and solution lies in service activities Consumers must be truly qualified and effective not only for their own commercial banks but also for their clients

If in the past when referring to commercial bank customers, one only thinks of the external customers are business organizations, individuals, associations, institutions, agencies, suppliers , Competitors forget about a large customer base of the bank, it is the internal customer Internal 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 system 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 loyalty of a firm's customer relationships It serves as an alternative 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 trademark of) Fred Reichheld, Bain & Company, and Satmetrix It was introduced by Reichheld in his

2003 Harvard 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 (everybody is a promoter)

An NPS that is positive (i.e., 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 The provider is the entity that

is asking the questions on the NPS survey The consumer is the customer, employee, or 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" are just a relative 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

+ To improve on the principle of 80% of revenue from 20% of customers, putting the NPS data on the chart below will help identify the important customer groups to 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 data 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 to introducing the concept of customer satisfaction for service quality, the author relied on the theories concerning satisfaction when serving products and services at banks and from there Out the concept of customer satisfaction for the quality

of service currently provided in the banking system today using the NPS-based management system

Philip Kotler (1991) states that "Customer satisfaction is the perception of a person through the consumption of a product or service, the extent to which a service actually delivers a product What he expects "

According to Bachelet (1995), "satisfaction is the emotional response of a customer to a product or service based on personal experience"

Therefore, "Customer is God" and is the person who 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 services of the bank is very high Typically, commercial banks believe that service quality and customer satisfaction are identical However, many studies suggest that these are two 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, to enhance customer satisfaction, banks must improve the quality of their customer service The quality of customer service is decisive to customer satisfaction Therefore, we can use customer satisfaction to measure service quality

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, 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 Balanced Scorecard

Customer satisfaction depends on the efficiency or benefit of the product or service that gives them more than they expect Customers may have different levels of satisfaction If the product meets customer needs they will be satisfied, if it passes, the customer will be very satisfied, if the product does not meet the needs of customers they will not be satisfied (Phillip Kotler)

There are many different views on satisfaction, however According to Philip Kotler, customer satisfaction ( ) is the level of one's sense of state derived from the relative Compare the results obtained from consuming products / services with their own expectations The level of satisfaction depends on the difference between the results received and the expectations, if the actual results are less than the expectations, the customer is not satisfied, if the actual results correspond 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 friends and colleagues, and from the information of the seller and competitor In order

to improve customer satisfaction, businesses need to make more investments and at least invest in marketing programs

In fact, to get a good product / service, to have an effective customer care policy and above all to have the satisfaction of the customer, within the business itself must also have the Employee satisfaction of the working environment, for the enterprise itself Employee satisfaction (in the field of employee banking is also the 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 it is reflected through the increasing demand for the products and services of the supplier For customers with positive satisfaction, they and their suppliers will have good relationships, mutual trust and good feelings when dealing Moreover, customers also expect suppliers to meet their growing demand for products and services So this is the customer group to become a loyal customer of the business as long as they realize 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 efforts to improve the quality of their products and services

Stable Satisfaction (Stable Customer Satisfaction): For customers with stable satisfaction, they will feel 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 business

Passive Satisfaction (Customer Retirement Satisfaction): For customers with passive satisfaction, they will find less confidence in the business and 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 cannot ask for more business improvement Therefore, they will not actively contribute 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 (minicomputers, mainframes, supercomputers, analytics, and application screens) The rating scale of end-user satisfaction is a multi-dimensional tool Doll and Torkzadeh (1988) started with 40 products, then dropped to 18 items and finally dropped to 12 items They have developed 12 products by comparing the traditional data processing environment 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 from 18 organizations to examine the alternative structure underlying the model and evaluate 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 studies

Other studies, such as Abdinnour Helm-et al (2005), Doll et al (1994), Hendrickson et al (1994), McHaney et al (2002), and Torkzadeh and Doll (1991), confirming the tested reliability and effectiveness 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 insight into the operation of the system 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 three factors, such as content, ease of use 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

It is because of the importance of understanding that the management of Vietcombank has established criteria such as criteria for assessment staff; Customer service standards, and especially the NPS based customer satisfaction rating system All are centrally evaluated, transparently through the VCC and receive information directly Thus, it can be seen that this system has a great impact on the reception and storage of results as well as the 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 to solve the customer’s feedbacks by:

5.1 Resolving the complaints of clients under BLAST model

At Vietcombank, we serve millions of customers every day in the whole systems Sometime, we meet with some situations which clients feel dissatisfied and complain about banking products and services However, thinking in a positive way, each 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

be satisfied and return to the bank, in the details:

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

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

LISTEN – to raise belief, you need to listen to unhappy customer, note not to interrupt

what they are saying, let them say it all and do not let emotion govern The latter speaker will be a person being able to identify problems and propose a better solution Let’s customer’s anger “flow out”, do not prevent it Everything is still under your control But you should make them feel heard and sometime repeat the opinion of client what they has just shared to prove that you are still paying attention

APOLOGIZE – emotion often precedes reason, you cannot talk right - wrong here,

especially with the non – rational person being dominant emotion Please make an apology first When the anger of customer cools down, then we will proceed to handle

customers still believe in your company or not Do not become a winner in disputing with your customers and in the end there are no 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 to them Do not assume that it is a cost, you should think of it as an investment 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 turn your unhappy customers into “a fan” who will diffuse the good thing of your company to other people

THANKS – after all, let say “thank you” because customers have help your firm reach

out the problem in your business and turn negative mentions into 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 unhappy

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 time:you should promptly contact to the customer after receiving the bad

feedback from 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)

Besides applying BLAST mode 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 result of service and

providing service through 5 criterions: reliability, response, visibility, assurance, empathy (Parasuraman, SERVQUAL: A Multiple-Item Scale for Measuring Consumer

Perceptions of Service Quality, 1988)

To gather information about the expectation and perception of consumer, researchers have conducted a survey to give a better complete scale system For example, a survey asks about the expectation of consumer in a particular field, it is classified according to scale from 1 to 10, in which 10 is totally agree, 1 is completely oppose Then, with a similar classification system, this time is asking about the customer’s perception of the service There are 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, we have now ten criterions in the table below along with the sample question asking consumers

Table 1.1 The assessment criterions following SERVQUAL model Criterions for

Material facilities:

The appearances of

facilities, equipment, staffs,

printed and audio

documents

1 Is equipment convenient?

2 Is the staff’s clothes suitable?

3 Are handwritten documents clear and easy to understand?

4 Is the technology modern?

Reputation:

The ability to carry out

independently and exactly

the service under the

commitment

1 If staffs make an appointment to meet customer for responding, does he/she do it?

2 Are the parameters for customers accurate?

3 Is speech or report wrong?

4 Does staff serve well at the first time?

5 Is the level of services at all time and for every customer the same?

Ready to serve:

Willing to respond to all the

require of customers timely

1 When client gets trouble, does staff resolve quickly?

2 Does staff willing to answer any questions of customer?

3 Does staff put forward specific deadline to

4 Does the staff resolve seriously and thoughtful the common issues?

1 Are the service staffs clumsy?

2 Does staff provide document relevant and update every day?

3 Is staff proficient in technology?

4 Do employees have the right understanding of what they are doing?

Politesse:

Being polite, respectful,

caring and friendly in

communication

1 Is the attitude of staff pleasant?

2 Does staff can sustain a stress in the job and are they rude to customers when answering the question of customer?

3 Does staff have caring and thoughtful attitude as answering clients through phone?

4 Does employee has an interest in the client's assets and valuables?

Trust:

The belief and faithful

attitude of service supplier

1 Does the service company have a good reputation?

2 Does employee know how to restrain themselves from the pressure of customers?

3 Are the answers accurate and consistent with other reliable sources?

4 Does the company guarantee its service quality?

Contact information: 1 Is it easy for the customer to talk to the person

being in charge of solving the problem?

2 Is it easy for the client to contact to the staff by the following ways:

- Directly meeting

- Sending the feedback through email

- Talking directly by phone

3 Are the locations of transaction offices convenient?

Listening and receiving the

opinion and comment of

2 Does staff explain clearly different solutions to resolve the issue?

3 Does staff use easy words to understand when commuting with clients?

4 Does staff inform customers when an appointment will be cancelled?

Understanding customers:

Striving for having a deep

insight of clients and their

CHAPTER III RESEARCH METHODOLOGY

In this chapter, the author presents research methods including a research model designed on the basis of Chapter 1 and the theory in Chapter 2, Exploratory Factor, theoretical framework and research model The research process is described step by step Development tools and data analysis tools are also covered in this section

1 General method

Researching andapplying of the Customer Satisfaction of Service Quality Assessment Systemon NPS and using the BLAST model are the basis for analysis and research in this thesis; besides; in order to increase the level of NPS verification, we also using the SERVQUAL model in the orientation of designing questions and questionnaires

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 service quality There are 2 steps in collecting the information The first step is deciding the population and sample The second step is deploying the survey in all Transaction Center

Completed

Measurement

Draft Measurement

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

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

encoding

2 Information about bank services before accessing services (pre-sale consultancy)

9-10 IQ2

5 Update information on new bank services regularly 9-10 IQ5

7 Information about bank services before accessing 7-8 SQ2

services (pre-sale consultancy)

10 Update information on new bank services regularly 7-8 SQ5

Detractors 11 Information about bank services before accessing

services (pre-sale consultancy)

<6 SVQ1

13 Ensure perfect after-sale service <6 SVQ3

14 Update information on new bank services regularly <6 SVQ4

Satisfactions 15 Feeling comfortable and believable when using

Further, to take careful studies from SERVQUAL model, Delone &Mclean, 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: IQ,

2003 was only 16 Hence, if we have NPS over 40, this means we are doing very well