Research about factors affect to customers’ satisfaction when using atm card products at Donga bank Tan Binh branch Ho Chi Minh City

Research about factors affect to customers’ satisfaction when using atm card products at Donga bank Tan Binh branch Ho Chi Minh City Research about factors affect to customers’ satisfaction when using atm card products at Donga bank Tan Binh branch Ho Chi Minh City luận văn tốt nghiệp thạc sĩ

OUM OPEN MALAYSIA UNIVERSITY

RESEARCH PROJECT

(BMBR5103)

RESEARCH ABOUT FACTORS AFFECT

TO CUSTOMERS’ SATISFACTION

WHEN USING ATM CARD PRODUCTS

AT DONGA BANK, TAN BINH BRANCH,

HO CHI MINH CITY

STUDENT’S FULL NAME : VO HUYNH DUC

STUDENT ID : CGS00064987

INTAKE : MARCH, 2016

ADVISOR'S NAME & TITLE : DR BUI PHI HUNG

AUGUST, 2017

Advisor’s assessment

Advisor’s signature

CONTENTS

Chapter I: Introduction ……….1

1.1 Research background 1

1.2 Objectives of the study 1

1.3 Research Methodology 2

1.4 Subjects and scope of study 2

1.5 Structure of the Paper 3

1.6 Structure and content of research topics 3

Chapter II: Literature review 4

2.1 Payment card overview 4

2.1.1 Some basic concepts about payment cards 4

2.1.2 Card classification 4

2.2 Utilities when using the card 4

2.3 Process of issuance, payment by ATM card 5

2.4 Consumer behavior 6

2.5 Customer satisfaction index model 6

2.5.1 Building the model 7

2.5.2 Method of measurement of satisfaction indicators 10

2.5.3 Application of customer satisfaction index in strategic planning 11

2.5.4 Customer satisfaction 11

2.5.5 Service quality 12

2.5.6 Parasuraman service quality distance model 12

Chapter III: Research Methodology 14

3.1 Research design 14

3.1.1 Collect information 14

3.1.2 Research Methods 15

3.1.2.1 Preliminary research 15

3.1.2.2 Formal study: 15

3.2 Develop ATM service quality scale 16

3.3 Develop a measure of customer satisfaction: 17

Chapter IV: Analysis and Research Results 23

4.1 Scale analysis 23

4.1.1 Cronbach's alpha scale analysis 23

4.1.2 Factor analysis 26

4.2 Accreditation of theoretical models 28

4.2.1 Pearson correlation coefficient analysis 29

4.2.2 Regression analysis 30

4.2.3 Evaluate the quality of ATM card services currently offered by DongA Bank, Tan Binh Branch……… 33

4.2.3.1 About service efficiency and customer support 33

4.2.3.2 On tangible means 34

4.2.3.3 About credibility 35

Chapter V: Conclusion and solution 37

5.1 The proposal effectively serve and support the client 37

5.2 Conclude 39

References 40

FIGURE

Figure 1: Card payment process

Figure 2: Model 5 stage decision making to purchase goods or services

Figure 3: American Customer Satisfaction Index – ACSI

Figure 4: European Customer Satisfaction Index – ECSI

Figure 5: Theoretical model of satisfaction indicators of banks

Figure 6: Strategic planning model for customer-centered customer satisfaction

Figure 7: Service quality model (Parasuraman, 1988)

TABLES

Table 3.1: Sample sex information

Table 3.2: Age sample information

Table 3.3: Sample Information on educational level

Table 3.4: Sample information on personal income

Table 4.1: Results of the Cronbach's alpha coefficient analysis

Table 4.2: Results of the analysis of the factors of the service quality scale Table 4.3: Results of factor analysis of customer satisfaction scale

Table 4.4: Correlation matrix between variables

Table 4.5: Results of multiple regression analysis

ACRONYMS

DongA Bank: Joint stock commercial bank of East Asia

TC: Reliability

HQ: Effective

NL: Capacity

DC: Empathy

PT: Tangible Media

HL: Satisfaction

Vo Huynh Duc

Παγε 1

CHAPTER I: INTRODUCTION 1.1 Research background:

The bank card market in Vietnam is currently developing very vibrant, especially domestic debit cards (ATM cards) with more than 40 banks involved in issuing these cards, including state-owned commercial banks, Joint stock commercial banks, joint venture banks and foreign bank branches With a population of over 80 million and a young population structure, Vietnam is considered a potential market for the development of this modern service Therefore, the tough competition between banks will inevitably take place

to attract target customers to their banks Therefore, in order to improve competitiveness and expand market share, researching customer satisfaction when using ATM card services

is an important issue that needs to be paid due attention

At DongA Bank, Tan Binh Branch, there is no formal study related to the quality of ATM card services provided and the level of customer satisfaction when using these card services The bank, as a service provider, must be responsible for providing quality products, regard customers as subjects, the one who bring the income to the bank itself

As for customers, they have a product of their choice that can meet and satisfy their requirements

In the future, the use of non-cash payment services will become popular and close

to the people of Vietnam, especially card services Therefore, banks that want to maintain and develop this service need to accurately measure the quality of their card services, thereby improving their ability to meet the increasing demands of their customers

1.2 Objectives of the study:

This study provides an overview of the ATM cards of DongA Bank and thereby assesses the quality of ATM card services offered by DongA Bank The objective evaluation of customers has an important significance to help the bank go in the right direction to improve the quality of ATM card related services

Specific objectives include: