Đánh giá sự hài lòng của khách hàng sau phục hồi dịch vụ trong ngân hàng bán lẻ tại Việt Nam - ...

Luận văn thạc sĩ nghiên cứu evaluating customer satisfaction after service recovery a study on the retail banking sector in, khảo sát thực trạng, phân tích nguyên nhân, đề xuất

• Tác giả: Pham Thi Hanh Huong
• Người hướng dẫn: Dr. Tran Ha Minh Quan
• Trường học: University of Economics Ho Chi Minh City
• Chuyên ngành: Master of Business
• Đề tài: Evaluating Customer Satisfaction After Service Recovery
• Loại tài liệu: Thesis
• Năm xuất bản: 2014
• Địa điểm: Ho Chi Minh City

Mục lục chi tiết

• Acknowledgement
• 1. CHAPTER 1: INTRODUCTION
• 1.1. Research background
• 1.2. Research problems
• 1.3. Research Objective
• 1.4. Research Hypothesis
• 1.5. Thesis structure
• 2. CHAPTER 2: LITERATURE REVIEWS
• 2.1. Retail banking service recovery
• 3. CHAPTER 3: RESEARCH METHODOLOGY
• 4. CONCLUSIONS AND SUGGESTIONS
• 4.1. Research limitation and future research directions
• LIST OF APPENDIXS
• Appendix 1: Questionnaire _English version
• Appendix 2: Questionnaire - Vietnamese version
• Appendix 3: First time running – Eigen values
• Appendix 4: First time running – Factor loading
• Appendix 5: Second time running – Eigen values
• Appendix 6: Second time running – factor loading
• Appendix 7: Third time running – Eigen values

Tóm tắt

I. Tổng quan về đánh giá sự hài lòng của khách hàng trong ngân hàng bán lẻ

Đánh giá sự hài lòng của khách hàng trong ngân hàng bán lẻ là một yếu tố quan trọng để duy trì và phát triển mối quan hệ với khách hàng. Ngành ngân hàng hiện nay đang phải đối mặt với sự cạnh tranh khốc liệt từ nhiều phía. Việc hiểu rõ nhu cầu và mong muốn của khách hàng sẽ giúp ngân hàng cải thiện dịch vụ và tăng cường sự hài lòng của khách hàng.

1.1. Khái niệm về sự hài lòng của khách hàng trong ngân hàng

Sự hài lòng của khách hàng trong ngân hàng được định nghĩa là mức độ mà dịch vụ ngân hàng đáp ứng hoặc vượt quá mong đợi của khách hàng. Điều này không chỉ liên quan đến chất lượng dịch vụ mà còn đến trải nghiệm tổng thể của khách hàng khi tương tác với ngân hàng.

1.2. Tại sao sự hài lòng của khách hàng quan trọng

Sự hài lòng của khách hàng không chỉ giúp ngân hàng giữ chân khách hàng hiện tại mà còn thu hút khách hàng mới. Theo nghiên cứu, một khách hàng hài lòng có khả năng giới thiệu dịch vụ cho người khác, từ đó tạo ra giá trị lâu dài cho ngân hàng.

II. Những thách thức trong việc đánh giá sự hài lòng của khách hàng

Mặc dù việc đánh giá sự hài lòng của khách hàng là cần thiết, nhưng ngân hàng cũng phải đối mặt với nhiều thách thức. Các yếu tố như sự thay đổi trong nhu cầu của khách hàng, sự cạnh tranh từ các ngân hàng khác và công nghệ mới đều ảnh hưởng đến khả năng đánh giá chính xác sự hài lòng.

2.1. Sự thay đổi trong nhu cầu của khách hàng

Khách hàng ngày càng trở nên khó tính hơn và có nhiều yêu cầu hơn về dịch vụ ngân hàng. Việc không theo kịp những thay đổi này có thể dẫn đến sự không hài lòng và mất khách hàng.

2.2. Cạnh tranh từ các ngân hàng khác

Sự gia tăng số lượng ngân hàng và dịch vụ tài chính mới khiến cho việc giữ chân khách hàng trở nên khó khăn hơn. Ngân hàng cần phải liên tục cải thiện dịch vụ để không bị tụt lại phía sau.

III. Phương pháp đánh giá sự hài lòng của khách hàng hiệu quả

Để đánh giá sự hài lòng của khách hàng một cách hiệu quả, ngân hàng cần áp dụng các phương pháp nghiên cứu phù hợp. Việc sử dụng khảo sát, phỏng vấn và phân tích dữ liệu sẽ giúp ngân hàng có cái nhìn sâu sắc hơn về trải nghiệm của khách hàng.

3.1. Khảo sát khách hàng

Khảo sát là một trong những công cụ hiệu quả nhất để thu thập ý kiến của khách hàng. Ngân hàng có thể sử dụng các câu hỏi mở và đóng để hiểu rõ hơn về cảm nhận của khách hàng.

3.2. Phân tích dữ liệu

Phân tích dữ liệu từ các khảo sát và phản hồi của khách hàng sẽ giúp ngân hàng nhận diện được các vấn đề và cơ hội cải thiện dịch vụ.

IV. Ứng dụng thực tiễn từ nghiên cứu sự hài lòng của khách hàng

Nghiên cứu về sự hài lòng của khách hàng không chỉ giúp ngân hàng hiểu rõ hơn về khách hàng mà còn cung cấp các giải pháp thực tiễn để cải thiện dịch vụ. Các ngân hàng có thể áp dụng các kết quả nghiên cứu để điều chỉnh chiến lược kinh doanh của mình.

4.1. Cải thiện dịch vụ khách hàng

Dựa trên phản hồi từ khách hàng, ngân hàng có thể cải thiện quy trình phục vụ, từ đó nâng cao trải nghiệm của khách hàng.

4.2. Tăng cường đào tạo nhân viên

Đào tạo nhân viên về kỹ năng giao tiếp và phục vụ khách hàng sẽ giúp ngân hàng tạo ra một môi trường thân thiện và chuyên nghiệp hơn.

V. Kết luận và tương lai của sự hài lòng khách hàng trong ngân hàng

Sự hài lòng của khách hàng sẽ tiếp tục là một yếu tố quan trọng trong ngành ngân hàng. Ngân hàng cần phải không ngừng cải thiện dịch vụ và lắng nghe ý kiến của khách hàng để duy trì sự cạnh tranh trong thị trường.

5.1. Tương lai của dịch vụ ngân hàng

Với sự phát triển của công nghệ, ngân hàng cần phải áp dụng các giải pháp công nghệ mới để nâng cao trải nghiệm của khách hàng.

5.2. Định hướng phát triển

Ngân hàng cần có chiến lược dài hạn để cải thiện sự hài lòng của khách hàng, từ đó xây dựng mối quan hệ bền vững với khách hàng.

Trích đoạn nội dung tài liệu

UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business ------------------------------ Pham Thi Hanh Huong EVALUATING CUSTOMER SATISFACTION AFTER SERVICE RECOVERY A study on the retail banking sector in Vietnam MASTER OF BUSINESS (Honours) Ho Chi Minh City – Year 2014 TIEU LUAN MOI download : [e-mail] UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business ------------------------------ Pham Thi Hanh Huong EVALUATING CUSTOMER SATISFACTION AFTER SERVICE RECOVERY A study on the retail banking sector in Vietnam ID: 22110024 MASTER OF BUSINESS (Honours) SUPERVISOR: Dr. TRAN HA MINH QUAN Ho Chi Minh City – Year 2014 TIEU LUAN MOI download : [e-mail] Acknowledgement This thesis was conducted during 8 months, from August 2013 to April 2014. Working on this thesis has also given me opportunities to approach exciting knowledge. First for all, I would like to thank my supervisor professor Tran Ha Minh Quan for his valuable guidance and feedback which improved many aspects of my thesis. Also, the great thanks are to my family and friends around me, who are always beside and give me useful advices during this study. Sincerely, Pham Thi Hanh Huong 1 TIEU LUAN MOI download : [e-mail] Abstract Vietnam is one of emerging country with many potential to develop. With the population over 88 million (2012), Vietnam is potential market to invest especially for banking market. Nowadays, the number of the banks in Vietnam is increasing rapidly including the local and foreign banks; the competition for their existence becomes much more difficult than ever. Hence, this research is going to examine the way to evaluating customer satisfaction after service recovery in Vietnam retail banking sector. It concludes that ultimate success of any service recovery program implemented by a bank and can only be measured by maintenance of satisfied customer. This study reveals that perceived justice plays important role and has significant effect on emotions and customer satisfaction after service recovery. In addition, the reality of competition among the banks and how they exist in competitive market like Vietnam will be mentioned in this research. Conclusion was drawn and it is recommend based on the findings of the study that the banks in Vietnam should focus more on customers to satisfy them by improving service recovery. This study conducted a questionnaire survey to reach retail customers in Vietnam retail banking. Data has been analysed mainly by descriptive analysis. Analysis results suggest that how much service recovery effects on customer satisfaction and the specific relationships between 2 constructs will be come up eventually. The study concludes that the improvement of perceived justice may increase post-recovery satisfaction, which ultimately retains valued customers and built loyalty in customers’ perception in Vietnam retail banking industry. Key words: Service recovery, Perceived justice, Emotions, Post-recovery satisfaction, Retail banking. 2 TIEU LUAN MOI download : [e-mail] Table of Contents Acknowledgement . 2 LIST OF APPENDIXS . 5 LIST OF FIGURES . 6 LIST OF TABLES .1 Retail banking service recovery .2 Perceived justice with service recovery .4 Post- recovery satisfaction .5 Model and Hypothesis .1 Research design process .7 Items measurement for service recovery and post-recovery satisfaction .8 Methodology of data analysis .1 Data analysis methods. 31 3 TIEU LUAN MOI download : skknchat@gmail.2 Means and standard deviations of variables: .3 Research sample characteristics .4 Cronbach’s alpha coefficient of reliability test:.5 Exploratory Factor Analysis (EFA).6 Multiple regression analysis for common model .7 Hypothesis testing result .8 Summary of findings . 53 CONCLUSIONS AND SUGGESTIONS .3 Research limitation and future research directions . 56 4 TIEU LUAN MOI download : [e-mail] LIST OF APPENDIXS Appendix 1: Questionnaire _English version .61 Appendix 2: Questionnaire - Vietnamese version .64 Appendix3: First time running – Eigen values .67 Appendix 4: First time running – Factor loading.68 Appendix 5: Second time running – Eigen values .69 Appendix 6: Second time running – factor loading .70 Appendix 7: Third time running – Eigen values .71 5 TIEU LUAN MOI download : [e-mail] LIST OF FIGURES Figure 1. The proportions of commercial banks over years in Vietnam .1 The research model.25 6 TIEU LUAN MOI download : [e-mail] LIST OF TABLES Table 3.1 – Measurement items of Perceived Justice .2 – Measurement items of Emotions & post recovery satisfaction .1: Means & standard deviations of variables .1: Demographic characteristics of sample .1: Cronbach’s alpha coefficients for each measurement scale .2: Final results of reliability test .1–The result of KMO and Bartlett’s Test conducting EFA .2–Total variance explained conducting EFA.3 - Exploratory Factor Analysis (EFA).3–Coefficients of multiple linear regression analysis .3–Coefficients of multiple linear regression analysis .3–Coefficients of multiple linear regression analysis .3–Coefficients of multiple linear regression analysis .47 7 TIEU LUAN MOI download : skknchat@gmail.3–Coefficients of multiple linear regression analysis .1–Coefficients of multiple linear regression analysis .51 8 TIEU LUAN MOI download : [e-mail] Chapter 1 INTRODUCTION 1.1 Research background Retail banking sector are one of the best choices towards most of banking in Vietnam that create the competition in this segment. However, to assert the position and speed up, the banks always in efforts to diversify products and improve service quality, endeavour creative innovation to enhance customer satisfaction. It is considered as much important as securing new customers due to a massive potentiality of generating profits from one loyal customer. According to Barroso C. (1999), company not only increases the value of its business but it also could lower the costs by having loyal customers, which may not be achieved by only attracting new customers. For that matter, many organizations (including banks) that resorted to having superior service quality have been found to be market leaders in terms of sales and long- term customer loyalty and retention (Anderson and Sullivan, 1993; Boulding et al., 1993; Eklöf J and Westlund, 2002). In the past, state-owned commercial banks with advantages in capital and market share played key role in supporting most of organizations and corporations. Nonetheless, with the significant development of private entities in the recent years, most of joint-stock commercial banks have had a remarkable improvement in expansion of their business and service network for small and medium corporations and their source of funds. Hence, state –owned commercial banks had almost concentrated on state corporations. In the recent years, financial investment and banking business activities are developing quickly in Vietnam. After joining WTO on 11th January 2007, there are dramatically growing number of foreign banks operated throughout Vietnam and certainly financial market will develop more. Graph below is shown to see the number of banks increased over years and 9 TIEU LUAN MOI download : [e-mail] proportion of charter capital of commercial banks in 2007. A statistics from State Bank of Vietnam, as of early Q3 2012, The State Bank of Vietnam identifies six 'state-owned credit institutions' or 'state-owned commercial banks' (SOCBs), 38 urban commercial joint stock banks (CJSBs), 32 branches of foreign banks and five joint venture banks. There are also 17 finance companies and 54 representative offices of foreign banks. In terms of the numbers of branches, VietinBank is the largest organisation, with a presence at 138 locations. The other SOCBs also have large networks by local standards. Agribank has 115; BIDV, 103; VBSP, 65; VDB, 62; and MDHDB, 32. Of the urban CJSBs, theorganisations which have over 25 branches are: Maritime CJSB (26); Techcombank (38); VIB (42); Sacombank (59); Vietcombank (59); Eximbank (35); Military Bank (36); ACB (54); Saigonbank (31); VP Bank (34); and EAB (28). None of the joint-venture banks have more than five branches. The proportions of commercial banks over years in Vietnam Source: Vietnam Commercial Banking Report Q3 2012, available athttps://www.vn/url?sa=f&rct=j&url=http://www.com/document/%3Fid%3D260&q=&esrc=s&e i=jIuZUfHKEiTiQej5IGYAw&usg=AFQjCNEKlPFRcYLbasejAxfJceJIy7T9jg 10 TIEU LUAN MOI download : [e-mail] One of the ways to build customer's loyalty is that managing service recovery since the main task of the banks is to provide services to their customers. Service recovery refers to the actions a supplier takes in order to seek out dissatisfaction (Johnston, 1995) and as a response to poor service quality, i.Since the cost of gaining a new customer usually greatly exceeds the cost of retaining a customer. Attracting new customers, by for instance commercials and other marketing actions, is about five times as expensive as keeping an existing one (Timm, 2001). Therefore, managers are increasingly concerned with minimizing customer defections. Robinson (1978) underscored the historic emphasis on consumer orientation, reporting that almost all the studies focused on the person filing the complaint and the nature of the complaint. Businesses have much to earn by keeping happy customers. It is less expensive to have a defensive strategy and keep existing customers than to have an offensive strategy and try to attract new customers (Mårtensson, 2009). Attracting new customers, by for instance commercials and other marketing actions, is about five times as expensive as keeping an existing one (Timm, 2001). Like the banking industry in other countries, the Vietnam banking business environment has changed substantially in recent years. Because of financial deregulation and globalization, banks in Vietnam face severe competition from oversea banks as well as other financial institutions. Clearly, with the fast development of banks in Vietnam, if the banks do not have a long- term strategy to have good business performance, they cannot exist in the long run. It is known commonly that customers are the lifeblood of any banks nowadays. As a result, the service providers have to put more efforts if they want to be winners in this battle. Improving service recovery is a way the banks can maintain and attract more customers. Therefore, the challenge is 11 TIEU LUAN MOI download : [e-mail] to keep them coming back to you, to provide them with service that is so exceptional they wouldn't think of taking their business elsewhere. That includes solving their problems (Tschohl, 2010). The focus of my research is on Vietnam retail banking industry. Service recovery problems have had a lot of attentions from management and academic circles, especially in market condition in emerging economies nowadays. The literature on Vietnam retail banking is analysed to give a knowledge base to examine service recovery improvement. The aim of this research is to investigate the importance of service recovery, and from then propose some ideas for further improvement and look at implications. Recognizing the importance and significant impact of service quality as a competitive weapon is a recent phenomenon in Vietnam banking.2 Research problems Many years ago, while Vietnam was not the open market, banking system dominated by state-owned banks. They operated in non-competitive environment, and these banks did not feel compelled to care about service quality issues. They considered lending and deposit as their primary services and. Therefore, they just paid attention to branch expansion, gaining market share and they targeted the mass market for deposits with basically same services. There was not marketing department in the many banks at that time and they even put low priority to satisfaction of customer needs. Their training course were primarily transaction (accounting) oriented. In recent years, after Vietnam joined WTO 2007, many foreign banks have started to pay attention to the country’s potential for growth like Vietnam. Vietnamese banks have faced huge competition from overseas banks and other financial institutions due to globalization and deregulation. Although, foreign banks in Vietnam still have some limitations for their operations, they put their effort to establish their presence in retail banking service in the future. And the 12 TIEU LUAN MOI download : [e-mail] competition for survival in the banking market has become difficult than ever. As a positive affecting, Vietnam banking business environment has some substantial changes. There are a lot of new services offered by the bank such as: ATMs (Automatic Teller Machines), SMS banking, phone banking, internet banking, credit card, replacement of the new electronic for data processing to serve customers better. In the current competition retail banking industry context, customers always have more opportunities to choose the best provider for them. So, to satisfy customers is extremely important tasks.