Giải pháp mở rộng dịch vụ thẻ tại Ngân hàng Petrolimex

Khám phá các giải pháp mở rộng dịch vụ thẻ tại Ngân hàng Petrolimex Group, nâng cao trải nghiệm khách hàng và tối ưu hóa dịch vụ tài chính.

• Tác giả: Nguyen Viet Hai
• Người hướng dẫn: Assoc. Bui Huy Nhuong
• Trường học: National Economics University
• Chuyên ngành: Advanced Finance
• Đề tài: Solutions To Expand Card Services At Petrolimex Group Bank
• Loại tài liệu: Bachelor Thesis
• Năm xuất bản: 2012
• Địa điểm: Hanoi

Mục lục chi tiết

• ACKNOWLEDGEMENT
• ABBREVIATION
• LIST OF TABLES
• LIST OF GRAPHS
• 1. CHƯƠNG 1: INTRODUCTION
• 1.1. Rationale
• 1.2. Research objective
• 1.3. Research questions
• 1.4. Research methodology
• 1.5. Scope of research
• 2. CHƯƠNG 2: THEORITICAL FRAMEWORK
• 2.1. Definition of bank cards
• 2.3. Parts involved in bank card services
• 2.4. Process of issuing and paying card
• 2.5. Role of bank cards
• 2.6. Card services activities of commercial banks
• 2.7. Risk of card payment activities
• 3. CHƯƠNG 3: OVERVIEW OF PETROLIMEX GROUP BANK
• 3.1. The establishment of PG Bank
• 3.2. Vision and Culture
• 3.3. Organizational structure of PG Bank
• 3.4. Products and Services
• 3.5. Overview of Hanoi Card Centre
• 4. CHƯƠNG 4: CURRENT SITUATION OF CARD SERVICES AT PG BANK
• 4.1. Types and benefits of PG bank cards
• 4.2. Flexicard Issuing Procedure
• 4.3. Fees and Charges of Flexicard
• 4.4. Quality of Flexicard
• 4.5. Distribution and Promotion of Flexicard
• 4.6. The results of Card services of PG Bank in comparison with other banks
• 5. CHƯƠNG 5: SOLUTION TO EXPAND CARD SERVICES AT PETROLIMEX GROUP BANK
• 5.1. Overall assessment of card services at PG Bank
• 5.2. Solution to expand card services

Tóm tắt

I. Tổng quan về dịch vụ thẻ tại Ngân hàng Petrolimex

Ngân hàng Petrolimex đã phát triển dịch vụ thẻ từ những năm đầu 1995. Dịch vụ thẻ ngân hàng không chỉ mang lại sự tiện lợi cho khách hàng mà còn giúp ngân hàng tăng cường khả năng cạnh tranh trên thị trường. Tuy nhiên, vẫn còn nhiều thách thức cần phải vượt qua để mở rộng dịch vụ này.

1.1. Lịch sử phát triển dịch vụ thẻ tại PG Bank

Dịch vụ thẻ tại Ngân hàng Petrolimex đã trải qua nhiều giai đoạn phát triển, từ những thẻ đầu tiên đến các sản phẩm thẻ hiện đại như thẻ tín dụng và thẻ ghi nợ.

1.2. Tầm quan trọng của dịch vụ thẻ trong ngân hàng

Dịch vụ thẻ không chỉ giúp ngân hàng tăng doanh thu từ phí dịch vụ mà còn tạo ra sự thuận tiện cho khách hàng trong các giao dịch hàng ngày.

II. Thách thức trong việc mở rộng dịch vụ thẻ tại Ngân hàng Petrolimex

Mặc dù có nhiều tiềm năng, nhưng Ngân hàng Petrolimex vẫn đối mặt với nhiều thách thức trong việc mở rộng dịch vụ thẻ. Các vấn đề như cạnh tranh gay gắt từ các ngân hàng khác và sự thay đổi trong nhu cầu của khách hàng là những yếu tố cần được xem xét.

2.1. Cạnh tranh từ các ngân hàng khác

Sự gia tăng số lượng ngân hàng cung cấp dịch vụ thẻ đã tạo ra áp lực lớn lên Ngân hàng Petrolimex trong việc thu hút khách hàng.

2.2. Thay đổi trong nhu cầu của khách hàng

Khách hàng ngày càng đòi hỏi nhiều hơn về tính năng và tiện ích của thẻ, điều này đặt ra thách thức cho ngân hàng trong việc cải tiến sản phẩm.

III. Giải pháp mở rộng dịch vụ thẻ tại Ngân hàng Petrolimex

Để mở rộng dịch vụ thẻ, Ngân hàng Petrolimex cần áp dụng một số giải pháp chiến lược. Những giải pháp này không chỉ giúp cải thiện chất lượng dịch vụ mà còn nâng cao sự hài lòng của khách hàng.

3.1. Cải tiến công nghệ và dịch vụ khách hàng

Đầu tư vào công nghệ mới và cải thiện dịch vụ khách hàng sẽ giúp ngân hàng nâng cao trải nghiệm của người dùng.

3.2. Tăng cường hoạt động marketing

Xây dựng các chiến dịch marketing hiệu quả để quảng bá dịch vụ thẻ và thu hút khách hàng mới là rất cần thiết.

3.3. Phát triển các sản phẩm thẻ đa dạng

Ngân hàng cần phát triển thêm các sản phẩm thẻ phù hợp với nhu cầu đa dạng của khách hàng, từ thẻ tín dụng đến thẻ ghi nợ.

IV. Ứng dụng thực tiễn và kết quả nghiên cứu về dịch vụ thẻ

Nghiên cứu cho thấy rằng việc mở rộng dịch vụ thẻ tại Ngân hàng Petrolimex có thể mang lại nhiều lợi ích. Các ứng dụng thực tiễn từ các ngân hàng khác cũng có thể được áp dụng để cải thiện dịch vụ.

4.1. Kết quả từ các ngân hàng thành công

Nhiều ngân hàng đã thành công trong việc mở rộng dịch vụ thẻ thông qua việc áp dụng công nghệ mới và cải tiến dịch vụ khách hàng.

4.2. Phân tích dữ liệu khách hàng

Phân tích dữ liệu khách hàng sẽ giúp ngân hàng hiểu rõ hơn về nhu cầu và thói quen tiêu dùng của khách hàng.

V. Kết luận và tương lai của dịch vụ thẻ tại Ngân hàng Petrolimex

Dịch vụ thẻ tại Ngân hàng Petrolimex có tiềm năng lớn để phát triển trong tương lai. Việc áp dụng các giải pháp đã đề xuất sẽ giúp ngân hàng nâng cao vị thế cạnh tranh và đáp ứng tốt hơn nhu cầu của khách hàng.

5.1. Tương lai của dịch vụ thẻ

Dự báo rằng dịch vụ thẻ sẽ tiếp tục phát triển mạnh mẽ với sự gia tăng của công nghệ và nhu cầu của khách hàng.

5.2. Khuyến nghị cho ngân hàng

Ngân hàng nên tiếp tục đầu tư vào công nghệ và cải tiến dịch vụ để duy trì sự cạnh tranh trong thị trường.

Trích đoạn nội dung tài liệu

1 NATIONAL ECONOMICS UNIVERSITY ADVANCED EDUCATIONAL PROGRAM ------------ Bachelor Thesis TOPIC: SOLUTIONS TO EXPAND CARD SERVICES AT PETROLIMEX GROUP BANK Student’s name : NGUYEN VIET HAI Class : ADVANCED FINANCE Intake : 50 Internship guide : Mr. NGUYEN VIET HUNG Supervisor : ASSOC. BUI HUY NHUONG Hanoi, 2012 Supervisor: Assoc. Bui Huy Nhuong Nguyen Viet Hai – Class: AF Intake 50 2 TABLE OF CONTENTS ACKNOWLEDGEMENT ABBREVIATION LIST OF TABLES LIST OF FIGURES CHAPTER 1: INTRODUCTION.4 Scope of research.

2 CHAPTER 2: THEORITICAL FRAMEWORK.2 Factors affect the expanding of card services.3 Expanding the card services.14 CHAPTER 3: OVERVIEW OF PETROLIMEX GROUP BANK.1 The establishment of PG Bank.2 Vision and Culture.3 Organizational structure of PG Bank.4 Products and Services.4 Overview of Hanoi Card Centre.28 CHAPTER 4: CURRENT SITUATION OF CARD SERVICES AT PG BANK.1 Types and benefits of PG bank cards.2 Flexicard Issuing Procedure.3 Fees and Charges of Flexicard.4 Quality of Flexicard.5 Distribution and Promotion of Flexicard.6 The results of Card services of PG Bank in comparison with other banks. Bui Huy Nhuong Nguyen Viet Hai – Class: AF Intake 50 3 CHAPTER 5 SOLUTION TO EXPAND CARD SERVICES AT PETROLIMEX GROUP BANK.1 Overall assessment of card services at PG Bank.2 Solution to expand card services.57 COMMENTS Supervisor: Assoc. Bui Huy Nhuong Nguyen Viet Hai – Class: AF Intake 50 4 ACKNOWLEDGEMENT It is a great pleasure for me to work with the report based on the topic “Solution to expand card services at Petrolimex Group Bank” which is very significant for economy. I hope working on the topic will help me to gather various exposures to practical field.

So, at the very beginning, I would like to express my gratitude to several people who help me to complete this thesis. First of all, I would like to thank National Economics University (NEU), especially Advanced Program, for providing much precious opportunities to know real nature of the banking activities through this internship. Equally important, I am sincerely grateful for all the help and advice I received from my supervisor Assoc. Bui Huy Nhuong, Director of Advanced Educational Programs of National Economics University.

I appreciated all time and effort Mr. Bui Huy Nhuong put into guiding and encouraging me during the time of marking this thesis. Also, I sincerely thank all of the staff at Petrolimex Group Bank who gave me favorable conditions, helps and guidance in the days of internship at the bank. Lastly, I would especially like to thank all my friends in Advanced Class Intake 50 for all their encouragement and intellectual support that has made this report possible.

Student Nguyen Viet Hai Supervisor: Assoc. Bui Huy Nhuong Nguyen Viet Hai – Class: AF Intake 50 5 ABBREVIATION PG Bank Petrolimex Group Bank ATM Automated Teller Machine POS Point of sale EDC Electronic Data Capture MOIT Ministry of Industry and Irade Supervisor: Assoc. Bui Huy Nhuong Nguyen Viet Hai – Class: AF Intake 50 6 LIST OF TABLES Table 4.1: Charges for Debit Cards.2: Charges of withdrawal cash at the Petrolimex petrol stations.3: Charges for Prepaid Cards.4: Charges for Debit Cards of Commercial banks.5: Market share of Total number of bank cards in 2011.6: Market share of Total Used Turnover of bank cards n 2011.7: Market share of Total Payment Turnover of Domestic cards in 2011.8: Market share of ATMS and POSs in 2011. Bui Huy Nhuong Nguyen Viet Hai – Class: AF Intake 50 7 LIST OF GRAPHS Graph 2.1: Process of issuing card.2: Process of paying card.3: 4Ps Marketing mix.1: Organizational Structure of PG Bank.2: Organizational Structure of Hanoi Card Centre.1: Total number and Market share of PG Bank Flexicards.2: Total Used Turnover & Market share of PG Bank Flexicards.3: Total Payment Turnover & Market share of Domestic bank cards.4: Total number of ATMs and POSs.5: Market share of PG Bank ATMs & POSs.

Bui Huy Nhuong Nguyen Viet Hai – Class: AF Intake 50 8 CHAPTER 1: INTRODUCTION 1.1 Rationale Bank cards payment comes from the purchase on credit of retail goods and the application of technology in banking. While bank cards have played an important role in daily life of many people all over the world, especially in the developing countries by dint of their usage and convenience, that mean of payment is really attracted Vietnamese people and commercial banks in recent years. Seeing the born of bank cards in 1995, facts show that bank cards services of Vietnam increase in services quality to satisfy customer needs. Realizing the benefits of development in bank card services, Petrolimex Group Bank with their craft strategies has penetrated that new market in order to meet the customer needs.

It is undeniable that despite gaining much specific achievement, the bank card services of PG Bank still be inadequate in some circumstances in reality. Being a collaborator of Retail Banking at PG Bank, I have experienced in their campaign of issuing cards. That is the reason why I choose the topic “ Solution to expand card services at Petrolimex Group Bank ” for my internship report to understand the situation and find the solutions to improve the quality of card services as well as the competitive ability with other commercial banks. Bui Huy Nhuong Nguyen Viet Hai – Class: AF Intake 50 9 1.2 Research objective Through this research, I would like to  Study the basic overview of card services of PG Bank  Interpret and evaluate the real situation of card services quality of PG Bank  Propose the solutions to improve the quality of card services as well as the competitive ability of PG Bank with other commercial banks 1.3 Research questions  What is the current situation of card services at PG Bank?  What are the factors affecting card services at PG Bank?  What are the existing problems of card services at PG Bank?  What are solutions and recommendations should be carried on to overcome these existing problems and to expand card services at PG Bank? 1.4 Research methodology The methods I would like to use in this report are  Statistical method  Analytical method  Summary and comparative method 1.5 Scope of research All my research is about the development of card services of Petrolimex Group Bank during 2010 to 2011.

Bui Huy Nhuong Nguyen Viet Hai – Class: AF Intake 50 10 CHAPTER 2: THEORITICAL FRAMEWORK 2.1 Definition of bank cards Bank cards, the non-cash instrument, are issued by banks for customers. A standard bank card must be required with its three dimensions 8. The front of bank card needs to have bank trademark, bank logo, embossed card number and user name. Equally important, magnetic stripe with encoded information and signature of user must be included at the back of bank card.2 Main types of bank cards Based on technical features, there are three types of bank cards: Embossed card, Magnetic card and Smart card.

All information is encoded in each type, but in different levels. For instance, embossed card is no longer used because of low level of data security. Whereas, magnetic card with the magnetic stripe for encoding is the most popular at the present, while smart card with all information encoded and secured by a microchip is modern with high level of data security. Based on payment methods, bank cards are classified in three types: Debit card, Credit card and Prepaid card.

To specify, debit card allows drawing of funds up to the available balance in cardholder’s account. By comparison, credit card allows drawing of funds up to an approved credit limit based on the prestige and payment ability of customers. The last type is prepaid card, which is normal card without issuing procedure but limited numbers of money and time period. Bui Huy Nhuong Nguyen Viet Hai – Class: AF Intake 50 11 2.3 Parts involved in bank card services There are four basic part of the chain of activities involving issue, use and payment of domestic banks in Vietnam market, which are Issuing bank, Payment bank, Cardholder and Merchant (Card acceptance point).

Besides, one more important part is Vietnam Bank Card Association. Every part plays the essential role in order to maximize the function of this non-cash instrument method.  Vietnam Bank Card Association: is the head of the system of all banks that operate in card services. This organization makes the basic regulations, and acts as an intermediary of member banks.

Especially, Vietnam Bank Card Association has no direct relationship with the cardholders and merchants, because this organization just provide the national telecommunication network for all member banks.  Issuing bank: is the bank issued cards with their own trademark. All bank cards must include the name of issuing bank. That bank requires terms and conditions for using card to customer.

Issuing bank may sign agency contracts with a third party bank, a credit institution or other card issuers. That activities bring the benefit to issuing bank with taking full advantage of experience and penetration the market of the agency banks, but issuing bank has to act as a guarantee for them when dealing with financial risks.  Payment bank: is the bank accepting all cards as the method of payment via signing a contract with the merchants (card acceptance points). Payment bank provides each merchant with services equipment, guides them the way to operate and tackle the process.

In most cases, payment banks charge the service fees for acceptance as a merchant of them base on the value of each transaction. Bui Huy Nhuong Nguyen Viet Hai – Class: AF Intake 50 12 In fact many banks are not only the issuing banks but also the payment banks. As issuing banks, they regard the customers as cardholders otherwise their customers are the merchants if the banks act as payment banks.  Cardholder: The bank issues official cards for cardholder, who is individual or representative person for an organization directly benefit the card services.

A cardholder can own many types of cards. Using cards as the convenience payment method is the primary advantage for cardholders. Furthermore, the customers who use credit cards will receive the statement with fully information of each transaction, balance of debit, expire date and the money they must pay for banks.  Merchant is a goods or services company (hotels, supermarkets, commercial center, etc) which signs a contract with cards issuing bank for acceptance that card as a method of payment.

Merchants play the importance role in expanding the scope of payment by cards and bringing the banks to be closer with customers.4 Process of issuing and paying card 2.1 Process of issuing card Registration Customers’ form Information Customers Issuing Bank Card Centre Bank card Bank card Graph 2.1: Process of issuing card (Source: Report of Vietnam Bank Association) Supervisor: Assoc. Bui Huy Nhuong Nguyen Viet Hai – Class: AF Intake 50 13 First of all, the customers who would like to have a new bank card have to fill the registration form of the bank. The information of customers was secured and transferred to Card Centre. For Debit cards, the bank needs only the basic information such as name, address, contacts, and the signature of customers.

But in case of Credit cards, by dint of the bank’ credit ratings the customers will be evaluated via the regular income (for individuals) or financial situation (for corporations). After few days, the new card with full information of customers for transaction will be produced and sent to Issuing bank. There, the customers receive the bank card with the Personal Identification Number (PIN). The PIN is very important for the security of bank card.

When the customers receive the default PIN from Issuing bank, they should change it immediately in the first using time.2 Process of paying card Buy goods/ services Cardholder Merchant Bill of services Payment Statement / Bill of Advance Messages services Debits Issuing bank Payment bank Credits Graph 2.2: Process of paying card (Source: Report of Vietnam Bank Association) Supervisor: Assoc.