Luận văn tốt nghiệp: Cải thiện dịch vụ khách hàng tại chi nhánh MB Hoàng Quốc Việt

Luận văn tốt nghiệp phân tích cải thiện dịch vụ khách hàng tại chi nhánh MB Hoàng Quốc Việt, đề xuất giải pháp nâng cao trải nghiệm khách hàng.

• Tác giả: Nguyễn Chúc Quỳnh
• Người hướng dẫn: M.A Trương Thi Minh Hanh
• Trường học: Academy of Finance
• Chuyên ngành: Foreign Languages
• Đề tài: Cải Thiện Dịch Vụ Khách Hàng Tại Chi Nhánh MB Hoàng Quốc Việt
• Loại tài liệu: graduation thesis
• Năm xuất bản: 2016
• Địa điểm: Hà Nội

Mục lục chi tiết

• DECLARATION
• ABSTRACT
• ACKNOWLEDGEMENTS
• LIST OF ABBREVIATION
• LIST OF FIGURES
• LIST OF TABLES
• 1. CHAPTER 1: LITERATURE REVIEW
• 1.1. Definition of customer service
• 1.2. Definition of customer service quality
• 1.3. Customer loyalty
• 1.4. Customer satisfaction
• 1.5. Factors affecting customer service in banks
• 1.5.1. External factors
• 1.5.1.1. Economic environment
• 1.5.1.2. Social and cultural environment
• 2. CHAPTER 2: THE STUDY
• 2.1. Introduction of Military Commercial Join Stock Bank
• 2.2. History and development of Military Commercial Joint Stock Bank
• 2.3. Introduction of MB Hoang Quoc Viet Branch
• 2.4. Products and services
• 2.5. Business performance of MB Hoang Quoc Viet Branch
• 2.6. Dimensions and attributes to be measure customer service in MB Hoang Quoc Viet Branch
• 2.7. Current customer service in MB Hoang Quoc Viet Branch
• 2.7.1. Customer’s evaluation on tangible dimension
• 2.7.2. Customer’s evaluation on empathy dimension
• 2.7.3. Customer’s evaluation on responsiveness dimension
• 2.7.4. Customer’s evaluation on staff of MB Hoang Quoc Viet Branch
• 2.7.5. Customer’s evaluation on transaction time
• 2.8. General assessment of customer service quality as perceived by Military Bank customers
• 2.9. Summary of findings customer service in MB Hoang Quoc Viet Branch
• 2.10. Shortcomings and causes
• 2.11. Solutions to improving customer service in MB Hoang Quoc Viet Branch
• 2.11.1. Building customer information system
• 2.11.2. Improving the quality of staff and building professional communication skills for staff at the branch
• 2.11.3. Enhancing behavior standards, customer service attitude for staff in the bank
• 2.12. Customer service orientation of MB Hoang Quoc Viet Branch
• 2.13. Business orientation of MB
• 2.14. Recommendations to the head-office of Military Commercial Join Stock Bank
• 2.15. Recommendations to the Government, the State Bank of Vietnam, and other related agencies
• LIST OF REFERENCES
• INTRODUCTION

Tóm tắt

I. Đánh giá dịch vụ khách hàng tại chi nhánh MB Hoàng Quốc Việt

Dịch vụ khách hàng là yếu tố sống còn trong ngành ngân hàng, ảnh hưởng trực tiếp đến sự hài lòng và lòng trung thành của khách hàng. Tại chi nhánh MB Hoàng Quốc Việt, việc đánh giá chất lượng dịch vụ khách hàng được thực hiện thông qua mô hình SERVPERF. Mô hình này giúp xác định các yếu tố chính ảnh hưởng đến trải nghiệm khách hàng, bao gồm sự hữu hình, sự đồng cảm, và khả năng phản hồi. Kết quả khảo sát cho thấy, mặc dù chi nhánh đã đạt được một số thành công nhất định trong việc cung cấp dịch vụ, nhưng vẫn tồn tại những điểm yếu, đặc biệt là về chất lượng nhân viên và hệ thống công nghệ. Điều này cho thấy cần có những biện pháp cải thiện để nâng cao chất lượng dịch vụ, từ đó tăng cường sự hài lòng của khách hàng.

1.1. Các yếu tố ảnh hưởng đến chất lượng dịch vụ

Chất lượng dịch vụ khách hàng tại ngân hàng phụ thuộc vào nhiều yếu tố, bao gồm môi trường kinh tế, xã hội và công nghệ. Môi trường kinh tế có thể ảnh hưởng đến nhu cầu sử dụng dịch vụ ngân hàng của khách hàng. Khi thu nhập tăng, nhu cầu về dịch vụ ngân hàng cũng tăng theo. Ngược lại, trong thời kỳ khó khăn, nhu cầu này có thể giảm sút. Bên cạnh đó, các yếu tố văn hóa và xã hội cũng đóng vai trò quan trọng trong việc hình thành thói quen tiêu dùng của khách hàng. Việc nâng cao nhận thức về lợi ích của dịch vụ ngân hàng là cần thiết để thay đổi thói quen sử dụng tiền mặt của người dân.

II. Giải pháp cải thiện dịch vụ khách hàng

Để cải thiện dịch vụ khách hàng tại chi nhánh MB Hoàng Quốc Việt, cần thực hiện một số giải pháp cụ thể. Đầu tiên, việc đào tạo nhân viên là rất quan trọng. Nhân viên cần được trang bị kỹ năng giao tiếp và phục vụ khách hàng chuyên nghiệp. Thứ hai, cần nâng cấp hệ thống công nghệ để hỗ trợ tốt hơn cho quá trình giao dịch và cung cấp dịch vụ. Cuối cùng, việc xây dựng một hệ thống thông tin khách hàng hiệu quả sẽ giúp ngân hàng hiểu rõ hơn về nhu cầu và mong muốn của khách hàng, từ đó đưa ra các giải pháp phù hợp.

2.1. Đào tạo nhân viên

Đào tạo nhân viên không chỉ giúp nâng cao kỹ năng giao tiếp mà còn tạo ra một môi trường làm việc chuyên nghiệp hơn. Nhân viên cần được trang bị kiến thức về sản phẩm và dịch vụ của ngân hàng, cũng như cách xử lý các tình huống khó khăn trong giao tiếp với khách hàng. Việc này không chỉ giúp cải thiện chất lượng dịch vụ mà còn tạo ra sự hài lòng cho khách hàng, từ đó tăng cường lòng trung thành của họ đối với ngân hàng.

III. Đánh giá và phản hồi từ khách hàng

Phản hồi từ khách hàng là một trong những yếu tố quan trọng để đánh giá chất lượng dịch vụ. Tại chi nhánh MB Hoàng Quốc Việt, việc thu thập ý kiến khách hàng thông qua các khảo sát định kỳ giúp ngân hàng nắm bắt được những điểm mạnh và điểm yếu trong dịch vụ. Khách hàng cần cảm thấy rằng ý kiến của họ được lắng nghe và đánh giá cao. Điều này không chỉ giúp ngân hàng cải thiện dịch vụ mà còn tạo ra một mối quan hệ tốt đẹp hơn với khách hàng.

3.1. Hệ thống phản hồi khách hàng

Xây dựng một hệ thống phản hồi khách hàng hiệu quả là rất cần thiết. Ngân hàng cần có các kênh để khách hàng có thể dễ dàng gửi ý kiến, đánh giá về dịch vụ. Việc này không chỉ giúp ngân hàng cải thiện chất lượng dịch vụ mà còn tạo ra sự gắn kết giữa ngân hàng và khách hàng. Khách hàng sẽ cảm thấy được tôn trọng và có giá trị hơn khi ý kiến của họ được xem xét và phản hồi kịp thời.

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Graduation Thesis Supervisor: M.A Trương Thi Minh Hanh DECLARATION Signed hereby, certify hereby that “Improving customer service in Military Commercial Join Stock Bank - Hoang Quoc Viet Branch” is my own research. The content and figures presented in the thesis reflect a true and fair situation of the internship organization. I also assure that my research result have not been previously or concurrently published in any other work. Hanoi, May 7th 2016 Student Nguyễn Chúc Quỳnh Student: NGUYỄN CHÚC QUỲNH CQ50/51.04 Page I Luan van Graduation Thesis Supervisor: M.A Trương Thi Minh Hanh ABSTRACT Customer service is lifeblood in banking sector to satisfy customer, create loyalty and attract more and more potential customers.

It is also important for banking activities like MB Hoang Quoc Viet Branch to understand what makes a quality of customer service. The purpose of this study is to make an assessment of customer service and then to give some recommendations to improve the customer service in MB Hoang Quoc Viet Branch. In order to examine the quality of customer service based on measuring dimensions and attributes SERVPERF model, a questionnaire with ten questions were used to collect data about customers’ opinion of customer service in MB Hoang Quoc Viet. The preliminary result of the research shows that quality of customer service’s achievements has strength in MB Hoang Quoc Viet.

However it is revealed that its customer service also has weakness such as quality of staffs and technology system. The conclusion can also be drawn that the quality of customer service in MB Hoang Quoc Viet Branch. Following an in-depth multi-dimensional analysis of preliminary research result, some recommendations for “Improving customer service in Military Commercial Join Stock Bank – Hoang Quoc Viet Branch” will also be presented. Student: NGUYỄN CHÚC QUỲNH CQ50/51.04 Page II Luan van Graduation Thesis Supervisor: M.A Trương Thi Minh Hanh ACKNOWLEDGEMENTS I owe a debt of gratitude to many people who helped me to complete this graduation thesis.

I would like to acknowledge all of them. I would like to express my deepest gratitude to my supervisor, Mrs. Truong Thi Minh Hanh, M.A, lecture of the Faculty of Foreign Languages, Academy of Finance, for her whole-hearted guidance and support. Without her valuable recommendations, this thesis cannot come on to an end.

My sincere thanks also go to all the teachers off Faculty of Foreign Languages, Academy of Finance. I would like to acknowledge, Mrs. Tran Thi Thu Huong, the Deputy Director of Military Commercial Join Stock Bank- Hoang Quoc Viet Branch for creating favorable conditions for me to work at the office. Moreover, I would like to extend my special thanks to Mrs.

Nguyen Thi Thanh Huyen, the Professional supporter for providing me authentic and up- to-date information and figures relating to current situation at the bank for fulfillment of this paper. I also want to convey my sincere thanks to all the staff at MB Hoang Quoc Viet Branch for their kindness. Without their kind support, I could not finish my own research. Finally, I would like to acknowledge the encouragement and strong support from my beloved family.

Without their great love and dedication, this paper would not be translated into reality. Student: NGUYỄN CHÚC QUỲNH CQ50/51.04 Page III Luan van Graduation Thesis Supervisor: M.A Trương Thi Minh Hanh LIST OF ABRREVIATION ATM Automated Teller Machine MB Military Commercial Join Stock Bank SBV The State Bank of Vietnam VND Viet Nam Dong Student: NGUYỄN CHÚC QUỲNH CQ50/51.04 Page IV Luan van Graduation Thesis Supervisor: M.A Trương Thi Minh Hanh LIST OF FIGURES FIGURE 1.1: SERVPERF MODEL FIGURE 1.2: THEORETICAL RESEARCHING MODEL FIGURE 2.1: CUSTOMER’S EVALUATION ON TRANSACTION TIME FIGURE 2.2: CUSTOMER’S SATISFACTION WITH THE PRODUCTS OFFERED BY MB FIGURE 2.3: ASSESSING THE QUALITY OF CUSTOMER SERVICE Student: NGUYỄN CHÚC QUỲNH CQ50/51.04 Page V Luan van Graduation Thesis Supervisor: M.A Trương Thi Minh Hanh LIST OF TABLES TABLE 2.1: CRITERIA OF RETAIL BANKING FOR INDIVIDUAL CUSTOMERS OF MB HOANG QUOC VIET BRANCH OVER .2: THE ASSESSMENT ATTRIBUTES OF CUSTOMER SERVICE QUALITY AT BANKS TABLE 2.3: CUSTOMER’S EVALUATION ON TANGIBLE TABLE 2.4: CUSTOMER’S EVALUATION ON EMPATHY TABLE 2.5: CUSTOMER’S EVALUATION ON RESPONSIVENESS TABLE 2.6: CUSTOMER’S EVALUATION ON STAFF OF MB HOANG QUOC VIET BRANCH Student: NGUYỄN CHÚC QUỲNH CQ50/51.04 Page VI Luan van Graduation Thesis Supervisor: M.A Trương Thi Minh Hanh TABLE OF CONTENTS DECLARATION.III LIST OF ABRREVIATION.IV LIST OF FIGURES.V LIST OF TABLES.VI TABLE OF CONTENTS.1 CHAPTER 1:LITERATURE REVIEW.1Definition of customer service. Definition of customer service quality. Factors affecting customer service in banks.

Model to analyze customer services quality.14 CHAPTER 2:THE STUDY. Introduction of Military Commercial Join Stock Bank. History and development of Military Commercial Joint Stock Bank. Introduction of MB Hoang Quoc Viet Branch.

Products and services. Business performance of MB Hoang Quoc Viet Branch.18 Student: NGUYỄN CHÚC QUỲNH CQ50/51.04 Page VII Luan van Graduation Thesis Supervisor: M.A Trương Thi Minh Hanh 2. Dimensions and attributes to be measure customer service in MB Hoang Quoc Viet Branch. Current customer service in MB Hoang Quoc Viet Branch.

Customer’s evaluation on tangible dimension. Customer’s evaluation on empathy dimension. Customer’s evaluation on responsiveness dimension.Customer’s evaluation on staff of MB Hoang Quoc Viet Branch. Customer’s evaluation on transaction time.

General assessment of customer service quality as perceived by Military Bank customers. Summary of findings customer service in MB Hoang Quoc Viet Branch. Shortcomings and causes. Solutions to improving customer service in MB Hoang Quoc Viet Branch.

Building customer information system.2 Improving the quality of staff and building professional communication skills for staff at the branch.3 Enhancing behavior standards, customer service attitude for staff in the bank.1 Customer service orientation of MB Hoang Quoc Viet Branch. Business orientation of MB.2 Customer service orientation of MB Hoang Quoc Viet Branch.Recommendations to the head- office of Military Commercial Join Stock Bank.49 Student: NGUYỄN CHÚC QUỲNH CQ50/51.04 Page VIII Luan van Graduation Thesis Supervisor: M.A Trương Thi Minh Hanh 3. Recommendations to the Government, the State Bank of Vietnam, and other related agencies.52 LIST OF REFERENCES.55 Student: NGUYỄN CHÚC QUỲNH CQ50/51.04 Page IX Luan van Graduation Thesis Supervisor: M.A Trương Thi Minh Hanh INTRODUCTION 1. Rationale Nowadays many banks realize that all advantages, which they want to gain through their core products are quickly lost as others banks have the same products being offered.

However, since it is a major fact that no business can exist without customers, the important strategy is focused on providing the high-quality customer service. In every business regardless of size or types, excellent customer service needs be at the heart of that business model if you wish to be successful. It is important to provide essential customer service to all types of customers, including potential, new and existing customers. The question of how to make a good customer service is always the problem that every bank tries to resolve in the best way.

Therefore, improving the customer service becomes one of the most important tasks that the bank needs to do regularly to meet the client’s demands timely. Bankers need to make sure that their clients always prefer their service. Military Commercial Join Stock Bank- Hoang Quoc Viet Branch has achieved some positively initial results. However, in comparison with other branches in the same system, MB Hoang Quoc Viet Branch of MB still somehow lack of professionalism in customer service.

The limited ability of communicating with customers may causes difficulties in exploiting the potential customers. Therefore, developing a good customer service is the key to assure the customers’ satisfaction and encourage them to make business with the bank continuously. Besides, good customer service can help your business grow and prosper. Facing the difficulties and challenges in banking sector, MB wants to retain their customers and attract new customers.

Therefore, improving the quality Student: NGUYỄN CHÚC QUỲNH CQ50/51.04 Page 1 Luan van Graduation Thesis Supervisor: M.A Trương Thi Minh Hanh of customer service is an urgent task which arises in the branches of MB in general and MB Hoang Quoc Viet Branch particularly. For this reasons, the author would like to focus on topic “Improving customer service in MB Hoang Quoc Viet Branch”. Aims of the study The purpose of the research is to: - Assess customer service in MB Hoang Quoc Viet Branch by using SERVPERF model. - Suggest some solutions to improve the customer service in MB Hoang Quoc Viet Branch.

Scope of the study The thesis focuses on the current situations of customer service for individual clients in MB Hoang Quoc Viet Branch during the period of three years from 2012 to 2014. Competition in banking sector is heavy and is likely to increase. So how they can improve their customer service better and better is really a hard question. Methods of the study Based on collected data from annual reports, financial reports, websites, financial books and other previous researches… this thesis would coordinate some mainly methods like comparison, analysis, statistic, synthesis, questionnaire …to finalize achievements and limitations and then the best solutions for improving customer service in MB Hoang Quoc Viet Branch.

Organization of the study The main body of the study is divided into 3 chapters as follows: Chapter 1: LITERATURE REVIEW Student: NGUYỄN CHÚC QUỲNH CQ50/51.04 Page 2 Luan van Graduation Thesis Supervisor: M.A Trương Thi Minh Hanh The fundamentals of customer service in commercial banks Chapter 2: THE STUDY The situation of customer service in MB Bank- Hoang Quoc Viet Branch The solution of customer service in MB Bank- Hoang Quoc Viet Branch Chapter 3: RECOMMENDATION The recommendation for MB Hoang Quoc Viet Branch, MB Bank, State Bank of Viet Nam in order to improve the customer service in MB Bank – Hoang Quoc Viet Branch Student: NGUYỄN CHÚC QUỲNH CQ50/51.04 Page 3 Luan van Graduation Thesis Supervisor: M.A Trương Thi Minh Hanh CHAPTER 1 LITERATURE REVIEW This chapter present a review of literature related to the research work as documented by authorities on customer service. It will cover the definitions of customer service, customer service quality, customer satisfaction and customer loyalty. It will also take a look into the SERVPERF MODEL to assess service quality dimension, customer service quality and some factors affecting customer service in banking sector.1Definition of customer service There are numerous definitions of customer service in the literature and such definitions reflect different perspectives. According to Wikipedia, “Customer service” is the provision of service to customers before, during and after a purchase.

Accordingly, it may vary by product, service, industry and individual customer. The perception of success of such interactions is dependent on employees "who can adjust themselves to the personality of the guest". According to Paul McKinney (2015), Customer service is the act of taking care of the customer's needs by providing and delivering professional, helpful, high quality service and assistance before, during, and after the customer's requirements are met.102) says that good customer service means providing product and service which has high quality, answering queries, making customer easy to purchase goods and delivering on time. According to consultant Sudhir Andrews (2007, p.198), customer service not only satisfies a customer but also reflects the professionalism of the Student: NGUYỄN CHÚC QUỲNH CQ50/51.04 Page 4 Luan van Graduation Thesis Supervisor: M.A Trương Thi Minh Hanh organization as the result of building its image.

He believed that good customer service can build trust and customer loyalty. Employees can also get rewards and develop the friendship with customers if they provide good services. In general, Customer service relates to the service provided to customers before, during and after a purchase. Definition of customer service quality According Parasuraman, Zeithaml and Berry (1985), the quality of service is the customer's perception of service has generated a good level of customers’ previous expectations.

Also according to Parasuraman, the expectation in service quality is the desire of the customer, which means they feel the right provider will perform and not perform the service requested. Bitner and Hubert (1994) stated that the perception of service quality can occur at multiple levels in an organization.