Luận văn về thẻ thanh toán tại Việt Nam: Trường hợp của ACB

Nghiên cứu về thẻ thanh toán tại Việt Nam, trường hợp ACB trong luận văn tốt nghiệp, phân tích xu hướng và tác động đến thị trường.

• Tác giả: Le Thi Thanh Huyen
• Người hướng dẫn: Pham Thi Hoang Anh (Ph.D)
• Trường học: Banking Academy
• Chuyên ngành: Foreign Language
• Đề tài: Payment Cards in Vietnam: The Case of ACB
• Loại tài liệu: graduation thesis
• Năm xuất bản: 2014
• Địa điểm: Hanoi

Mục lục chi tiết

• DEDICATION
• ACKNOWLEDGEMENT
• ABBREVIATIONS
• LIST OF TABLES, CHARTS AND DIAGRAMS
• 1. CHAPTER 1: INTRODUCTION
• 1.1. Rationale
• 1.2. Research Objectives
• 1.3. Scope and Subject of the study
• 1.4. Research Methods
• 1.5. Research Questions
• 1.6. Research Structure
• 2. CHAPTER 2: THEORETICAL FRAMEWORK OF PAYMENT CARDS
• 2.1. DEFINITION
• 2.2. CLASSIFICATION
• 2.3. CHARACTERISTICS
• 2.4. FUNCTIONS AND BENEFITS
• 2.5. Summary – Chapter 2
• 3. CHAPTER 3: CURRENT BACKGROUND OF PAYMENT CARDS AT ACB
• 3.1. OVERVIEW OF ACB
• 3.2. Foundation and Development of ACB
• 3.2.1. Establishment
• 3.2.2. Stages of development
• 4. CHAPTER 4: SOLUTIONS AND RECOMMENDATIONS TO ENHANCE PAYMENT CARD SERVICES AT ACB
• 4.1. Some solutions to enhance card payment services at ACB
• 4.2. Recommendations to expand card payment at ACB
• 5. CHAPTER 5: CONCLUSION

Tóm tắt

I. Tổng quan về thẻ thanh toán tại Việt Nam Nghiên cứu trường hợp ACB

Thẻ thanh toán đã trở thành một phần không thể thiếu trong đời sống hiện đại tại Việt Nam. Đặc biệt, ngân hàng ACB đã có những bước tiến đáng kể trong việc phát triển dịch vụ thẻ thanh toán. Nghiên cứu này sẽ phân tích các khía cạnh khác nhau của thẻ thanh toán tại ACB, từ lịch sử hình thành đến những thách thức hiện tại.

1.1. Lịch sử phát triển thẻ thanh toán tại ACB

ACB được thành lập vào năm 1993 và nhanh chóng trở thành một trong những ngân hàng tiên phong trong việc phát hành thẻ thanh toán tại Việt Nam. Ngân hàng đã phát triển nhiều loại thẻ khác nhau, từ thẻ ghi nợ đến thẻ tín dụng, nhằm đáp ứng nhu cầu ngày càng cao của khách hàng.

1.2. Tình hình sử dụng thẻ thanh toán tại Việt Nam

Sự gia tăng sử dụng thẻ thanh toán tại Việt Nam phản ánh sự chuyển mình của nền kinh tế. Theo số liệu từ Ngân hàng Nhà nước, số lượng thẻ thanh toán đã tăng đáng kể trong những năm qua, cho thấy sự chấp nhận của người tiêu dùng đối với hình thức thanh toán này.

II. Thách thức trong việc phát triển thẻ thanh toán tại ACB

Mặc dù ACB đã đạt được nhiều thành công trong việc phát triển dịch vụ thẻ thanh toán, nhưng vẫn còn nhiều thách thức cần phải vượt qua. Cạnh tranh từ các ngân hàng khác và sự thay đổi trong nhu cầu của khách hàng là những yếu tố quan trọng.

2.1. Cạnh tranh từ các ngân hàng khác

Sự gia tăng số lượng ngân hàng cung cấp dịch vụ thẻ thanh toán đã tạo ra một môi trường cạnh tranh khốc liệt. ACB cần phải cải thiện chất lượng dịch vụ và đa dạng hóa sản phẩm để giữ chân 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 thanh toán. ACB cần phải nắm bắt xu hướng này để phát triển các sản phẩm phù hợp với nhu cầu thực tế của thị trường.

III. Phương pháp cải thiện dịch vụ thẻ thanh toán tại ACB

Để nâng cao chất lượng dịch vụ thẻ thanh toán, ACB cần áp dụng một số phương pháp hiệu quả. Việc đầu tư vào công nghệ và cải thiện quy trình phục vụ khách hàng là rất quan trọng.

3.1. Đầu tư vào công nghệ thanh toán mới

ACB cần cập nhật công nghệ mới nhất trong lĩnh vực thanh toán để nâng cao trải nghiệm của khách hàng. Việc áp dụng công nghệ thanh toán di động và thẻ chip EMV sẽ giúp tăng cường bảo mật và tiện lợi.

3.2. Cải thiện dịch vụ khách hàng

Đào tạo nhân viên và cải thiện quy trình phục vụ khách hàng sẽ giúp ACB tạo ra sự khác biệt trong dịch vụ. Khách hàng sẽ cảm thấy hài lòng hơn khi được phục vụ nhanh chóng và chuyên nghiệp.

IV. Ứng dụng thực tiễn và kết quả nghiên cứu tại ACB

Nghiên cứu này đã chỉ ra rằng ACB đã có những bước tiến đáng kể trong việc phát triển dịch vụ thẻ thanh toán. Các số liệu cho thấy sự gia tăng trong số lượng thẻ phát hành và doanh thu từ dịch vụ thẻ.

4.1. Doanh thu từ dịch vụ thẻ thanh toán

Doanh thu từ dịch vụ thẻ thanh toán tại ACB đã tăng trưởng ổn định trong những năm qua. Điều này cho thấy sự chấp nhận của khách hàng đối với các sản phẩm thẻ của ngân hàng.

4.2. Sự phát triển của số lượng thẻ phát hành

Số lượng thẻ phát hành tại ACB đã tăng đáng kể, cho thấy sự quan tâm của khách hàng đối với các sản phẩm thẻ. ACB cần tiếp tục phát triển các loại thẻ mới để đáp ứng nhu cầu thị trường.

V. Kết luận và tương lai của thẻ thanh toán tại ACB

Thẻ thanh toán sẽ tiếp tục đóng vai trò quan trọng trong hoạt động ngân hàng tại Việt Nam. ACB cần phải duy trì sự đổi mới và cải tiến để giữ vững vị thế cạnh tranh.

5.1. Tương lai của thẻ thanh toán tại ACB

Với sự phát triển không ngừng của công nghệ, ACB cần phải nắm bắt xu hướng mới để phát triển dịch vụ thẻ thanh toán. Điều này sẽ giúp ngân hàng duy trì vị thế cạnh tranh trong thị trường.

5.2. Chiến lược phát triển dịch vụ thẻ thanh toán

ACB cần xây dựng chiến lược phát triển dịch vụ thẻ thanh toán bền vững, tập trung vào việc cải thiện chất lượng dịch vụ và mở rộng mạng lưới chấp nhận thẻ để phục vụ khách hàng tốt hơn.

Trích đoạn nội dung tài liệu

BANKING ACADEMY Foreign Language Faculty ----------------------------- GRADUATION THESIS PAYMENT CARDS IN VIETNAM THE CASE OF ACB Instructor: Pham Thi Hoang Anh (Ph.D) Student: Le Thi Thanh Huyen Class: ATCC_K13 Hanoi, 2014 Le Thi Thanh Huyen - ATCC/K13 Page 1 DEDICATION I dedicate this graduation thesis To my family And To Banking Academy of Vietnam ACKNOWLEDGEMENT I owe many thanks to many people who truly helped my progression and smoothness in my graduation thesis. First of all, I would like to express my deep sense of gratitude to Ms. Pham Thi Hoang Anh for giving me valuable guidance, great support, encouragement and constructive feedbacks to accomplish this research. Her willingness to motivate me contributed tremendously to my graduation thesis as well as gave me aspiration to attain the targeted achievements.

Besides, words are inadequate to offer my thanks to all Banking Academy’s lecturers, especially Foreign Language Faculty’s, who have furnished me with sufficient knowledge about Banking - Finance and nurtured my passion for studying English. Finally, I deeply appreciate my family who have been always by my side and supported me wholeheartedly. ABBREVIATIONS Abbreviations Meaning 1 ACB Asia Commercial Bank 2 IT Information Technology 3 ATM Automated Teller Machine 4 POS Point of sale 5 EMV Europay, MasterCard, Visa 6 SWIFT Society for Worldwide International Financial Telecommunication LIST OF TABLES, CHARTS AND DIAGRAMS Table 3.1: Profit before tax and Total assets of ACB in the period 2009- 2013 Table 3.2: The development of bank cards’ total number in the period 2009 – 2013 Table 3.3: The number of ACB’s cardholders Table 3.4: Revenue of payment cards at ACB in the period 2009 – 2013 Table 3.5: The number of ATMs of ACB Chart 3.1: The number of cards issued and card growth rate in the period 2009 – 2013 Chart 3.2: The number of credit cards issued in the period 2009 – 2013 Chart 3.3: The number of prepaid cards issued in the period 2009 – 2013 Chart 3.4: The number of debit cards issued in the period 2009 – 2013 Chart 3.5: Structure of debit cards in the period 2009 – 2013 Chart 3.6: Growth rate of international and domestic debit cards Chart 3.7: Sales of card payment in the period 2009 – 2013 Chart 3.8: Sales of card payment via ATMs Chart 3.9: Revenue of payment cards at ACB in the period 2009 – 2013 Chart 3.10: The number of POS and Merchants of ACB Chart 3.11: Banks having prestige card services and customers’ reliability Diagram 3.1: Organizational structure of ACB Diagram 3.2: Types of cards ACB issues TABLE OF CONTENTS 1. Scope and Subject of the study.

Chapter 2: THEORETICAL FRAMEWORK OF PAYMENT CARDS. Functions and Benefits. Chapter 3: CURRENT BACKGROUND OF PAYMENT CARDS AT ACB. Overview of ACB.

Foundations and Development of ACB. Organizational Structure of ACB. Current background of card payment at ACB in the period 2009 – 2013. Types of payment cards.

Evaluations about the operation of developing card payment services at ACB. Limitations and Causes. Chapter 4: SOLUTIONS AND RECOMMENDATIONS TO ENHANCE PAYMENT CARD SERVICES AT ACB. Some solutions to enhance card payment services at ACB.

Recommendations to expand card payment at ACB .45 PAYMENT CARDS IN VIETNAM – THE CASE OF ACB CHAPTER 1: INTRODUCTION 1. Rationale “A key factor to sustainable development of a bank is the application of Information Technology to banking operations. In the context of rapid development of science and technology, banks have to offer certain solutions to not only promote banks’ growth but also facilitate the best services to customers”, stated by Nguyen Van Giau, the former governor of State Bank of Vietnam. In recent years, along with the development of science and technology, payment cards have, so far, become more and more ubiquitous and indispensable in modern society.

Payment cards have two important distinguishing features. First, they exhibit network externalities as payment cards are more valuable to customers when more merchants accept them. Secondly, thousands of banks and other firms worldwide provide payment card services to millions of card holders and millions of merchants who accept cards. Cards are now not merely a means of withdrawing money.

They gradually become a multi- purpose instrument that enables cardholders to easily get access to various banking services. The basic utility services of cards are: payment for goods, cash withdrawals, bank transfer, bill payment, purchase of goods and services online, etc. In order to satisfy customers’ demand, service providers, particularly banks, are paying greater attention to the development of the bank’s services, especially utilities associated with card services. Along with the implementation of traditional services, banking operations have a tendency towards the powerful development of modern products and services, in an Le Thi Thanh Huyen - ATCC/K13 Page 1 effort to furnish customers with the best utilities.

However, they have to be exposed to acute competition with their foreign counterparts who have not only strong financial ability but also experience in banking services. This requires banks to provide appropriate strategies and certain solutions so as to enhance its competitiveness and consolidate its standing in the domestic financial market, as well as step–by–step expanding to the regional and international markets. It is undeniable that Asia Commercial Bank (ACB) is not excluded from this indispensable trend. Therefore, the strategies of ACB focus mainly on providing diverse, professional and convenient products to meet customers’ requirements, with an aim to build up a high quality, safe and efficient card payment system.

In order to acquire that target and to compete to other banks, ACB is expanding its network, diversifying types of payment cards, improving their quality of services and enhancing the serving manner of staff. They strive to achieve the goal of being in top retail banks in Vietnam as well as to develop further to other countries in the area. Besides, the bank is gradually boosting its competitiveness, prestige and reputation in international financial market. For this above reality, it is necessary to assess the quality and current background of bank card payment at ACB as well as recommend appropriate solutions to improve the quality’s services in order to gain customers’ satisfaction.

Therefore, I made a decision to do research on “PAYMENT CARDS IN VIETNAM – THE CASE OF ACB” as my graduation thesis. Research Objectives The main objectives of the study are (1) to point out the theoretical issues of payment cards, in particular the performance of payment card services at ACB; (2) to analyse business operations of payment cards; and (3) to provide suggested solutions and recommendations to further promote payment card services at this bank. Le Thi Thanh Huyen – ATCC /K13 Page 2 1. Scope and Subject of the study Subject of the study: theoretical and practical issues related to developing card payment services at ACB Scope of the study: Due to the time and conditions are limited, this study mainly focuses on researching the development of card payment services at ACB in the period 2009 – 2013 as well as recommending certain solutions.

Research Methods The thesis has been applied some research methods, including Systematization, Synthesis, Comprehensive analysis, Comparison, Statistics and Interpretation, determined to shed light on the issues raised in this research. Research Questions To achieve the above objectives, three research questions are addressed in this study as follows: Question 1: What are characteristics, classifications, functions and benefits of payment cards? Question 2: What is the current background of payment card services at ACB? Question 3: What are possible solutions to improve payment card services at ACB? 1. Research Structure In addition to lists of abbreviations, tables, figures, references, the main content of the thesis includes 5 chapters as follows: Chapter 1: Introduction Chapter 2: Theoretical framework of payment cards Chapter 3: Current background of payment cards at ACB Chapter 4: Suggested solutions and recommendations to enhance payment card services at ACB Chapter 5: Conclusion Le Thi Thanh Huyen – ATCC/K13 Page 3 CHAPTER 2: THEORETICAL FRAMEWORK OF PAYMENT CARDS 2. DEFINITION A payment card is a means of non-cash payment issued by banks or credit institutions and provided to customers.

Customers can use it to withdraw cash at merchants, ATMs or make payment for goods and services. CLASSIFICATION Based on different criteria, cards are classified into different types: a. In terms of technical characteristics - Magnetic Stripe card: is produced based on a magnetic tape technique with a tape containing information on the back of the card. This species is widely used for over 20 years.

- Smart card: This is the latest generation of payment cards which are based on microprocessor attached to an electronic chip. In terms of issuers - Cards issued by banks: A type of card enables customers to use their account flexibly at the bank, or use a line of credit granted by banks. - Cards issued by non –banking institutions: A type of Travel and Entertainment card issued by big business groups such as: Dinner Cub, Amex, etc. This could also be issued by petroleum companies or large stores, etc.

In terms of the nature of payment - Credit Card: This is the most popular type of card. Credit cards offer consumers and businesses short – term lines of credit and a variety of repayment options. Having a line of credit gives cardholders the ability to cover unexpected or large Le Thi Thanh Huyen – ATCC /K13 Page 4 expenses as well as make basic everyday purchases, and it helps consumers establish credit histories. A credit history is needed to apply for mortgages, vehicle loans, and other long- term financial commitments and can also be useful in other situations such as applying for employment or insurance.

- Debit Card: This type of card is directly related to the deposit account of the cardholder. When customers purchase goods and services, transaction expenses will immediately be deducted from the cardholder's account and simultaneously credited in the account of the stores. Debit cards are linked directly to consumers’ deposit of brokerage accounts, allowing instant access to cash from ATMs around the world and at many retail point of sale locations. - Prepaid Card: This is among today’s fastest growing payment methods.

A set amount of money is loaded onto the card prior to use. During a transaction, the purchase amount is withdrawn from the card’s value. In terms of scope of usage: - Domestic card: This card is used in the area of a country, so the currency used in the transactions or cash withdrawals must be the currency of that country. Payment and card usage is limited in the scope of a country.

- International card: This card is used not only in the country it was released but also in other countries in the world. It is supported and managed worldwide by large financial institutions such as Master Card, Visa or by operating companies like Amex, JCB, Dinner Club. CHARACTERISTICS Since its inception, the structure of cards has undergone a sweeping change in an effort to bring about more utilities for customers. Today, thanks to the achievements of microelectronics techniques, some types of cards are attached an electronic chip to enhance the security and retention of cards.

Le Thi Thanh Huyen – ATCC/K13 Page 5 Most international credit cards are made of plastic, with a size of 84mm x 54mm x 0.76mm and 2 sides:  The front of cards includes: - Name, logo and badge of card issuers. - Card number - The validity date of the card - Full name of cardholder - The feature to prevent tampering  The back of cards includes: - Number of the card - Name of the card holder - Validity period - The resume of the bank - Secret code - The date of the last trading - Maximum level of withdrawal and balance 2. FUNCTIONS AND BENEFITS 2.