Luận văn thạc sĩ: Cải thiện chất lượng dịch vụ, sự hài lòng và lòng trung thành của khách hàng ...

Luận văn thạc sĩ UEH phân tích cải thiện chất lượng dịch vụ, sự hài lòng và trung thành của khách hàng tại chi nhánh HD Bank Vũng Tàu.

• Tác giả: Do Thi Thuong
• Người hướng dẫn: PTS. Nguyễn Thị Mai Trang
• Trường học: University Of Economics Ho Chi Minh City
• Chuyên ngành: Business Administration
• Đề tài: Improving Service Quality, Customer Satisfaction And Loyalty: Solutions To The Case Of HD Bank Vung Tau Branch
• Loại tài liệu: graduation project
• Năm xuất bản: 2015
• Địa điểm: Ho Chi Minh City

Mục lục chi tiết

• ACKNOWLEDGEMENTS
• 1. PART 1: In-depth interview customers
• 2. PART 2: In-depth interview managers and bank staff
• 3. PART 3: Qualitative Research Report
• 4. Overview the HD bank Vung Tau branch
• 4.1. The background of the problem
• 4.2. HD bank Vung Tau branch and competitors
• 4.3. Business situation of HD bank Vung Tau branch and other competitors
• LIST OF TABLES
• LIST OF FIGURES
• EXCUTIVE SUMMARY

Tóm tắt

I. Tổng quan về cải thiện chất lượng dịch vụ tại HD Bank Vũng Tàu

Chất lượng dịch vụ ngân hàng là yếu tố quyết định đến sự hài lòng của khách hàng. Tại HD Bank Vũng Tàu, việc nâng cao chất lượng dịch vụ không chỉ giúp thu hút khách hàng mới mà còn giữ chân khách hàng cũ. Nghiên cứu này sẽ phân tích các yếu tố ảnh hưởng đến chất lượng dịch vụ và sự hài lòng của khách hàng tại ngân hàng này.

1.1. Tầm quan trọng của chất lượng dịch vụ ngân hàng

Chất lượng dịch vụ ngân hàng không chỉ ảnh hưởng đến sự hài lòng của khách hàng mà còn quyết định đến sự phát triển bền vững của ngân hàng. Theo nghiên cứu của Le & Pham (2015), ngân hàng nào cung cấp dịch vụ tốt sẽ có lợi thế cạnh tranh lớn hơn.

1.2. Đặc điểm dịch vụ tại HD Bank Vũng Tàu

HD Bank Vũng Tàu cung cấp nhiều loại hình dịch vụ tài chính, từ cho vay đến tiết kiệm. Tuy nhiên, sự phức tạp trong quy trình vay vốn đã khiến nhiều khách hàng cảm thấy không hài lòng.

II. Vấn đề và thách thức trong việc cải thiện dịch vụ tại HD Bank Vũng Tàu

Mặc dù HD Bank Vũng Tàu đã có nhiều nỗ lực trong việc cải thiện dịch vụ, nhưng vẫn còn nhiều thách thức cần phải vượt qua. Các vấn đề như quy trình phê duyệt vay vốn phức tạp và thiếu sự hỗ trợ từ nhân viên ngân hàng đã ảnh hưởng đến sự hài lòng của khách hàng.

2.1. Nguyên nhân dẫn đến sự không hài lòng của khách hàng

Khách hàng thường phàn nàn về quy trình vay vốn kéo dài và thiếu thông tin rõ ràng từ nhân viên. Điều này dẫn đến sự không hài lòng và có thể khiến khách hàng chuyển sang ngân hàng khác.

2.2. Cạnh tranh từ các ngân hàng khác

HD Bank Vũng Tàu đang phải đối mặt với sự cạnh tranh gay gắt từ các ngân hàng khác như ACB và Techcombank. Những ngân hàng này đã có những cải tiến đáng kể trong dịch vụ khách hàng, khiến HD Bank cần phải cải thiện hơn nữa.

III. Phương pháp cải thiện chất lượng dịch vụ tại HD Bank Vũng Tàu

Để nâng cao chất lượng dịch vụ, HD Bank Vũng Tàu cần áp dụng một số phương pháp hiệu quả. Việc đào tạo nhân viên và cải tiến quy trình làm việc là những yếu tố quan trọng trong việc nâng cao sự hài lòng của khách hàng.

3.1. Đào tạo nhân viên ngân hàng

Đào tạo nhân viên về kỹ năng giao tiếp và kiến thức sản phẩm sẽ giúp họ phục vụ khách hàng tốt hơn. Theo nghiên cứu, nhân viên có kiến thức vững vàng sẽ tạo ra sự tin tưởng từ phía khách hàng.

3.2. Cải tiến quy trình vay vốn

Rút ngắn thời gian phê duyệt và đơn giản hóa quy trình vay vốn sẽ giúp khách hàng cảm thấy thoải mái hơn. Việc này không chỉ tăng cường sự hài lòng mà còn thúc đẩy doanh thu cho ngân hàng.

IV. Ứng dụng thực tiễn và kết quả nghiên cứu tại HD Bank Vũng Tàu

Nghiên cứu cho thấy rằng việc cải thiện chất lượng dịch vụ đã mang lại những kết quả tích cực cho HD Bank Vũng Tàu. Khách hàng đã có những phản hồi tích cực hơn về dịch vụ sau khi ngân hàng thực hiện các biện pháp cải tiến.

4.1. Phản hồi từ khách hàng

Khách hàng đã bắt đầu cảm thấy hài lòng hơn với dịch vụ của HD Bank Vũng Tàu. Nhiều khách hàng cho biết họ sẽ tiếp tục sử dụng dịch vụ của ngân hàng nếu chất lượng dịch vụ được duy trì.

4.2. Kết quả tài chính sau cải tiến

Sau khi thực hiện các biện pháp cải tiến, HD Bank Vũng Tàu đã ghi nhận sự tăng trưởng trong doanh thu và lợi nhuận. Điều này cho thấy rằng sự hài lòng của khách hàng có mối liên hệ chặt chẽ với hiệu quả kinh doanh.

V. Kết luận và tương lai của HD Bank Vũng Tàu

HD Bank Vũng Tàu cần tiếp tục nỗ lực cải thiện chất lượng dịch vụ để duy trì sự hài lòng của khách hàng. Tương lai của ngân hàng phụ thuộc vào khả năng đáp ứng nhu cầu của khách hàng và cải tiến dịch vụ một cách liên tục.

5.1. Tầm nhìn dài hạn

HD Bank Vũng Tàu cần xây dựng một chiến lược dài hạn để cải thiện dịch vụ và giữ chân khách hàng. Việc này bao gồm việc đầu tư vào công nghệ và đào tạo nhân viên.

5.2. Định hướng phát triển bền vững

Ngân hàng cần tập trung vào phát triển bền vững, không chỉ về mặt tài chính mà còn về mặt xã hội. Điều này sẽ giúp ngân hàng tạo dựng được hình ảnh tích cực trong mắt khách hàng.

Trích đoạn nội dung tài liệu

UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business ------------------------------ DO THI THUONG IMPROVING SERVICE QUALITY, CUSTOMER SATISFACTION AND LOYALTY: SOLUTIONS TO THE CASE OF HD BANK VUNG TAU BRANCH ID: 22130075 MASTER OF BUSINESS ADMINISTRATION SUPERVISOR: NGUYEN THI MAI TRANG Ho Chi Minh City – Year 2015 1 LUAN VAN CHAT LUONG download : add [e-mail] ACKNOWLEDGEMENTS It is my proud privilege to release the feeling of my gratitude to person who helped me directly or indirectly to conduct this research project work. I express my heart full indebted and owe a deep sense of gratitude to my professor Mrs Nguyen Thi Mai Trang for her sincere guidance and inspiration in completing this project. I am extremely thankful to the director, the staff and all faculties’ members of HD bank in Vung Tau city for their coordination and cooperation and for their kind guidance and encouragement. They have more or less contributed to the preparation of this project report but I will be always indebted to them. The project has indeed helped me to explore more knowledgeable, related to my job and I am sure it will help me in my future’s career. 2 LUAN VAN CHAT LUONG download : add luanvanchat@agmail. Overview the HD bank Vung Tau branch .1 The background of the problem .2 HD bank Vung Tau branch and competitors .3 Business situation of HD bank Vung Tau branch and other competitors .1 Possible reasons of low customers satisfaction .2 The HD bank network of business points problem .3 The HD bank’s percentage support lending base on collateral values .4 The capacity of bank staff and the famers . 43 PART 1: In-depth interview customers . 43 PART 2: In-depth interview managers and bank staff . 52 PART 3: Qualitative Research Report . 57 3 LUAN VAN CHAT LUONG download : add [e-mail] LIST OF TABLES Table 1. Branch network and business location of three banks in Vung Tau city . The report about employees of HD bank-Vung Tau branch . Expected cost of training bank staff in three days in HCM city . Expected cost of three workshops for farmers in Vung Tau city . The basic information of six current customers of HD bank Vung Tau brach . Antecedents and outcomes of customer’s satisfaction . 42 4 LUAN VAN CHAT LUONG download : add [e-mail] LIST OF FIGURES Figure 1. The organizational structure of HD bank Vung Tau branch . Charter capital of HD bank, ACB and Techcom bank in 2015 . The individual loan growth rate of three banks on Jun 30th, 2015 . The cause and effect diagram . 21 5 LUAN VAN CHAT LUONG download : add [e-mail] EXCUTIVE SUMMARY In today's competitive environment, a bank earns more interest and loyalty from customers will become a leading bank. This paper indicates that banks should focus on improving the service quality for better and greater customer satisfaction and loyalty as well as improving their financial performance. In particular, agriculture's knowledge of employees go a long way in demonstrating excellent customer service skills is a key factor affect farmers’ satisfaction and contribute to the agricultural loan profit of HD bank Vung Tau branch. This study based on desire to learn, explore and determine the actual level of customer satisfaction with bank loan services to famers in HD bank Vung Tau branch. Based on interview managers, tellers and famers, this paper explored factors that affect the quality of banking loan services provided by HD bank Vung Tau branch, through symptoms were reflected in six months income at 30th, June 2015. In addition, this study also used statistical method for synthesized in order to more accurate conclusions about research problems. The result of this study confirms the relationship between service quality, satisfaction and loyalty of customers using HD bank services in Vung Tau city. This also indicates that farmers satisfied with HD bank Vung Tau loan services such as interest rate, transaction costs. However, farmers are not satisfied with the support of bank staff and fell the loan paper quite complicated. Author base on this result, the previous research, primary and secondary data found consequences and antecedences related to this problem. Author also launched two solutions to solve this problem. The first solution through researches on information exchange among farmers, bank will coordinate with Farmer Associations and organize seminars to share experiences of farm produce as well as introduce loans and explain its’ conditions in bank’s forms. The second solution based on the financial condition of the HD bank Vung Tau branch, suggest a training plan for staff and leadership related to agricultural lending. Using the literature and the market indicators, this paper also found that the first solution is the best choice for HD bank branch. Author hope this study will help HD bank Vung Tau branch’s managers provide better services for their customers. 6 LUAN VAN CHAT LUONG download : add luanvanchat@agmail. Overview the HD bank Vung Tau branch Joint Stock Commercial Bank for Housing Development Vung Tau city has abbreviation: HD Bank - Vung Tau and its headquartered located at 07 Nguyen Thai Hoc Street, Ward 7 Vung Tau city. HD Bank Vung Tau branch officially inaugurated and operated on 23th Jully 2009. It is an extended arm of HD Bank system from Ho Chi Minh City to neighboring provinces in network expansion strategy in order to offer services to its customers. HD Bank - Vung Tau branch including Ba Ria, Chau Duc and Phuoc Tinh province transactions. Appearing at Ba Ria - Vung Tau province during six years but with many efforts to improve the quality of products and services. Director of HD bank-Vung Tau-Nguyen Gia Hong stressed "HD Bank Vung Tau emphasis more on quality services. This was determined the main factor to decide the success or failure of the bank. Therefore, the policy of the board of directors is constantly improving the manner of services in order to create their own advantage. It is also a key factor of the present success of HD Bank in general and HD Bank Vung Tau in particular". In order to provide the best service for customers, HD Bank focus on four specific action programs, which are credit effectiveness, safe operation, promoting service quality and cost control. HD Bank aims to provide premium, international standard financial products and services that meet its clients' diverse needs. There are bank transactions and financial services including all types of deposits in VND, USD, EUR and gold. Like other financial institutions, the main objective of HD bank is gained profit based on the provision financial products to commercial as well as international individuals or organizations. HD Bank provides services 7 LUAN VAN CHAT LUONG download : add [e-mail] including mobilizing capital, development capital, borrowing from other credit institutions, lending. In addition, HD Bank - Vung Tau branch finances for all types of loans in every kind of business organizations. For example, it finances for small and medium enterprises, small business loans and personal loans. It also finances for business purposes and agricultural production including serving life, build or repair house, cultivated plants et cetera.with reasonable interest rates in order to serve the needs of business and customers. From 2011 to 2014, credit for agriculture and rural expansion has developed and become a field of safe and effective compared with other economic sectors (Le & Pham 2015). In 2015, under competitive pressure of other banks in the province, HD Bank-Vung Tau focus on services related to the key economic sectors in the downtown area. In addition, HD bank board of directors has launched incentive programs for some businesses in industries such as fisheries, scientific research and especially in agriculture. In the rural areas, the bank focuses on mobilize deposits from people and organizations and investment in agricultural and rural loans specifically in Chau Duc, Dat Do and Tan Thanh district. In this research, the writer focuses on agricultural lending activities and customers who are famers to analyze and study about the problems that HD bank Vung Tau is facing. In order to attract customers come to the branch, HD bank not only focus on service quality but also develop a young, dynamic and enthusiastic staff. HD Bank is building the human development strategy aims to encourage staff who dares to propose new directions, new ideas about products. Like most banks branch, these departments include customer service, administrative & human resources department, management & support credit department, 8 LUAN VAN CHAT LUONG download : add [e-mail] accounting and technology and IT support department. Customer service department often takes responsible of accessing customers and contact to them to collect their opinions about the services. Support and manage credit department takes responsible for debt management, support and control the credit and loans process and transaction processing management. Administrative offices takes account for manage administrative work such as maintenance branch's house, staff training plan, construction recruitment plan, human resource capital and labor contracts. These departments operate independently but have strong relationships, mutual support through regular meetings to implement the common targets of this bank. Support and manage credit team finds new customers, communicates with them, guides and advises customers complete the necessary procedures. It also takes responsible for evaluating customer's ability to pay original debt and interest. This department prepares the evaluation report, makes credit contracts, tracks and profiles disbursement according to request of customers, checks the use of loans, monitors the repayments and interest, cooperates with the customer services team, etc. Support and manage credit is also the function that was focused to analyze in this research for supporting problem solving. 9 LUAN VAN CHAT LUONG download : add luanvanchat@agmail. The organizational structure of HD bank Vung Tau branch General Director Vice director Vice director Customer Technical Administrative Transaction Accounting Management service & IT & Human offices & department & support department support Resource business credit Department points system department department (Source: Administrative & human resource department of HD bank-Vung Tau) 1.1 The background of the problem In order to understand about the problems HD bank Vung Tau branch is facing, author explores the survey data about Viet Nam banking sector. From 2007, Viet Nam banking industry split into two stages of development by the evaluation of banking experts. The first stage from 2007 to 2011, HD bank and its’ competitors reached many achievement in asset as well as human resource capital. In general, the total asset size and operational capacity of the banking system in the country continued to grow and develop. After 5 years, total assets of credit institutions increased by 2.65 times, loan portfolio increased by 2.3 times; network increased 2.1 times compared to the end of 2007. The investment and the application of technology banking increasingly promoted and developed. Banks have invested and completed the core banking 10 LUAN VAN CHAT LUONG download : add [e-mail] system, to conduct online transactions online, centralized data management system, thereby promoting improved quality of banking services provided to customer. The quality of human resource capital, banking managers have been gradually improving. Banks were more concerned about the recruitment and training of qualified human resource capital. Some joint- stock commercial banks developed the basic steps in the field of operations management, bank management, such as Asia; East Asia; Saigon Thuong Tin. However, in the end of 2011, Viet Nam's banking system began face the difficulty from economic. In this second stage, the banking system received consequences of bad debt. According to Nguyen (2015) after over four years of the State to implement the policy of restructuring the economy, economic growth model developed rational innovation, improved the efficiency of the economy. As Le (2014), Viet Nam banking industry still had faced many difficulties and challenges until 2014. Circular 02/2013 / TT-NHNN was the effort of the government to change the picture of bad debt and banking system health.