Improving customer service quality for individual customers at vndirect securities joint stock company

Cải thiện chất lượng dịch vụ khách hàng cá nhân tại Công ty Cổ phần Chứng khoán VNDIRECT nhằm nâng cao trải nghiệm và sự hài lòng.

• Tác giả: Luu Vinh Hien
• Người hướng dẫn: Dr. Nguyen Quoc Duy
• Trường học: National Economics University
• Chuyên ngành: Bachelor of Business Administration in English (E-BBA)
• Đề tài: Nâng cao chất lượng dịch vụ khách hàng tại Công ty Cổ phần Chứng khoán VNDIRECT
• Loại tài liệu: thesis
• Năm xuất bản: 2016
• Địa điểm: Hanoi

Mục lục chi tiết

• ACKNOWLEDGEMENT
• 1. CHAPTER 1: INTRODUCTION
• 1.1. RATIONALE
• 1.2. RESEARCH OBJECTIVES
• 1.3. RESEARCH QUESTIONS
• 1.4. RESEARCH SCOPE
• 1.4.1. Secondary Data
• 1.4.2. Primary Data
• 1.4.3. Data analysis
• 1.5. STRUCTURE OF THE RESEARCH
• 2. CHAPTER 2: THEORETICAL BACKGROUND ON THE QUALITY OF CUSTOMER SERVICES IN SECURITIES COMPANIES
• 2.1. THEORETICAL BACKGROUND OF CUSTOMER SERVICE QUALITY
• 2.1.1. The concept of customer service
• 2.1.2. The concept of customer service quality
• 2.2. THE CONCEPT OF QUALITY OF SECURITIES COMPANY
• 2.2.1. Definition of securities company
• 2.2.2. Functions of securities companies
• 2.3. MODEL FOR MEASURING CUSTOMER SERVICE QUALITY
• 2.3.1. Service quality model of Gronroos, 1984
• 2.3.2. SERVQUAL Model of Parasuraman & ctg (1985)
• 2.3.3. SERVPERF Model of Cronin and Taylor (1992)
• 2.3.4. Model of Luong Thi Mai Huong (2015) of MBA thesis “Service quality of Nha Viet Real Estate Joint Stock Company”
• 3. CHAPTER 3: RESEARCH METHODOLOGY
• 3.1. Cronbach’s Alpha Reliability Analysis
• 3.2. Exploratory Factor Analysis (EFA)
• 3.3. Linear Regression Analysis
• 4. CHAPTER 4: THE RESULT OF THE RESEARCH – THE CURRENT SITUATION OF CUSTOMER SERVICE QUALITY FOR INDIVIDUAL CUSTOMERS AT VNDIRECT SECURITIES JOINT STOCK COMPANY
• 4.1. OVERVIEW OF VNDIRECT SECURITES JOINT STOCK COMPANY
• 4.1.1. History of Development
• 4.1.2. Functions and missions of VNDIRECT
• 4.1.3. VNDIRECT’s services, market and customers
• 4.2. THE ASSESSMENT OF CUSTOMER SERVICE QUALITY FOR INDIVIDUAL CUSTOMER AT VNDIRECT SECURITIES JOINT STOCK COMPANY
• 4.2.1. Research Sample Description
• 4.2.2. Cronbach’s Alpha Reliability Analysis
• 4.2.3. Exploratory Factor Analysis
• 4.2.4. Linear Regression Analysis
• 4.2.5. The current situation of customer service quality for individual customers at VNDIRECT Securities Joint Stock Company
• 5. CHAPTER 5: RECOMMENDATIONS FOR IMROVING THE QUALITY OF CUSTOMER SERVICE FOR INDIVIDUAL CUSTOMERS AT VNDIRECT SECURITIES JOINT STOCK COMPANY
• 5.1. ORIENTATIONS TO IMPROVE THE CUSTOMER SERVICE QUALITY FOR INDIVIDUAL CUSTOMERS AT VNDIRECT SECURITIES JOINT STOCK COMPANY
• 5.2. RECOMMENDATIONS AND SOLUTIONS TO IMPROVE THE CUSTOMER SERVICE QUALITY FOR INDIVIDUAL CUSTOMERS AT VNDIRECT SECURITIES JOINT STOCK COMPANY
• 5.2.1. Improving human resources and competence of staff
• 5.2.2. Improving and utilizing technology advantages
• 5.2.3. Upgrading customer database collection
• 5.2.4. Improving the Hotline and Call Center
• 5.2.5. Improving marketing strategies and creating brand image
• 5.2.6. Applying CRM system in management
• APPENDIX 1: SURVEY FORM FOR CUSTOMERS
• APPENDIX 2: IN-DEPTH INTERVIEW QUESTIONS FOR VNDIRECT MANGAGERS
• APPENDIX 3: DESCRITIVE STATISTICS
• APPENDIX 4: CRONBACH’S ALPHA RELIABILITY ANALYSIS
• APPENDIX 5: EXPLORATORY FACTOR ANALYSIS
• APPENDIX 6: CORRELATION ANALYSIS
• APPENDIX 7: REGRESSION ANALYSIS

Tóm tắt

I. Tổng quan về nâng cao chất lượng dịch vụ khách hàng tại VNDIRECT

Chất lượng dịch vụ khách hàng là yếu tố quyết định sự thành công của Công ty Cổ phần Chứng khoán VNDIRECT. Trong bối cảnh thị trường chứng khoán ngày càng cạnh tranh, việc nâng cao chất lượng dịch vụ không chỉ giúp giữ chân khách hàng mà còn thu hút khách hàng mới. Nghiên cứu này sẽ phân tích các yếu tố ảnh hưởng đến chất lượng dịch vụ và đề xuất giải pháp cải thiện.

1.1. Khái niệm chất lượng dịch vụ khách hàng

Chất lượng dịch vụ khách hàng được định nghĩa là sự đánh giá của khách hàng về các dịch vụ mà họ nhận được. Điều này bao gồm các yếu tố như độ tin cậy, sự đáp ứng và sự đồng cảm từ nhân viên.

1.2. Tầm quan trọng của dịch vụ khách hàng tại VNDIRECT

Dịch vụ khách hàng tại VNDIRECT không chỉ là một phần trong chiến lược kinh doanh mà còn là yếu tố cốt lõi giúp công ty tạo dựng thương hiệu và uy tín trên thị trường.

II. Những thách thức trong việc nâng cao chất lượng dịch vụ khách hàng

Mặc dù VNDIRECT đã có những bước tiến trong việc cải thiện dịch vụ khách hàng, nhưng vẫn còn nhiều thách thức cần phải vượt qua. Các vấn đề như sự không đồng nhất trong chất lượng dịch vụ và phản hồi chậm từ khách hàng là những điểm cần chú ý.

2.1. Vấn đề về nhân sự và đào tạo

Đào tạo nhân viên là một yếu tố quan trọng trong việc nâng cao chất lượng dịch vụ. Tuy nhiên, hiện tại, VNDIRECT vẫn gặp khó khăn trong việc đảm bảo tất cả nhân viên đều được đào tạo đồng bộ và hiệu quả.

2.2. Công nghệ và hệ thống quản lý

Việc áp dụng công nghệ mới vào quy trình dịch vụ khách hàng là cần thiết. Tuy nhiên, hệ thống hiện tại của VNDIRECT vẫn chưa hoàn toàn đáp ứng được yêu cầu của khách hàng.

III. Phương pháp cải thiện chất lượng dịch vụ khách hàng tại VNDIRECT

Để nâng cao chất lượng dịch vụ khách hàng, VNDIRECT cần áp dụng một số phương pháp hiệu quả. Các giải pháp này bao gồm cải thiện quy trình làm việc, nâng cao kỹ năng của nhân viên và áp dụng công nghệ mới.

3.1. Cải thiện quy trình làm việc

Quy trình làm việc cần được tối ưu hóa để giảm thiểu thời gian chờ đợi của khách hàng. Việc này có thể thực hiện thông qua việc phân tích và điều chỉnh các bước trong quy trình phục vụ.

3.2. Đào tạo và phát triển nhân viên

Đào tạo nhân viên không chỉ giúp nâng cao kỹ năng mà còn tạo động lực làm việc. VNDIRECT cần xây dựng chương trình đào tạo bài bản và thường xuyên để đảm bảo nhân viên luôn sẵn sàng phục vụ khách hàng.

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

Nghiên cứu đã chỉ ra rằng việc cải thiện chất lượng dịch vụ khách hàng tại VNDIRECT có thể mang lại nhiều lợi ích. Khách hàng sẽ cảm thấy hài lòng hơn và có xu hướng quay lại sử dụng dịch vụ.

4.1. Phân tích dữ liệu khách hàng

Phân tích dữ liệu từ khảo sát khách hàng cho thấy rằng sự hài lòng của khách hàng tăng lên khi chất lượng dịch vụ được cải thiện. Điều này chứng tỏ rằng đầu tư vào dịch vụ khách hàng là cần thiết.

4.2. Kết quả từ các giải pháp đã thực hiện

Các giải pháp đã được thực hiện tại VNDIRECT đã mang lại kết quả tích cực. Khách hàng đã có những phản hồi tốt hơn về dịch vụ, cho thấy sự cải thiện rõ rệt trong chất lượng phục vụ.

V. Kết luận và hướng đi tương lai cho dịch vụ khách hàng tại VNDIRECT

Để duy trì và nâng cao chất lượng dịch vụ khách hàng, VNDIRECT cần tiếp tục đầu tư vào công nghệ và đào tạo nhân viên. Hướng đi này không chỉ giúp công ty phát triển mà còn mang lại lợi ích cho khách hàng.

5.1. Định hướng phát triển dịch vụ khách hàng

VNDIRECT cần xác định rõ các mục tiêu phát triển dịch vụ khách hàng trong tương lai, từ đó xây dựng kế hoạch cụ thể để đạt được những mục tiêu này.

5.2. Tầm nhìn dài hạn cho chất lượng dịch vụ

Tầm nhìn dài hạn cho chất lượng dịch vụ khách hàng tại VNDIRECT là trở thành một trong những công ty chứng khoán hàng đầu về dịch vụ khách hàng tại Việt Nam.

Trích đoạn nội dung tài liệu

NATIONAL ECONOMICS UNIVERSITY BUSINESS SCHOOL LUU VINH HIEN IMPROVING CUSTOMER SERVICE QUALITY FOR INDIVIDUAL CUSTOMERS AT VNDIRECT SECURITIES JOINT STOCK COMPANY Bachelor of Business Administration in English (E-BBA) Thesis HANOI, 2016 NATIONAL ECONOMICS UNIVERSITY BUSINESS SCHOOL BUSINESS SCHOOL IMPROVING CUSTOMER SERVICE QUALITY FOR INDIVIDUAL CUSTOMERS AT VNDIRECT SECURITIES JOINT STOCK COMPANY Bachelor of Business Administration in English (E-BBA) Thesis Student: Luu Vinh Hien Class: EBBA – 4A Supervisor: Dr. Nguyen Quoc Duy HANOI, 2016 ACKNOWLEDGEMENT This thesis is to fulfill the requirement of English Bachelor of Business Administration (E-BBA), Business School – National Economics University (NEU Business School). Firstly, I would like to express my sincerely appreciation to my supervisor – Dr. Nguyen Quoc Duy – who always gives me his dedicated guidance, instructions and valuable comments for improvement of my study throughout the whole process of this thesis.

Secondly, I would like to thank to all teachers and staff of NEU Business Schools, who have provided me with their knowledge and support for more than three year studying here. Besides, I would like to thank VNDIRECT’s colleges, especially Mr. Vu Hoang Viet and Ms. Trinh Thanh Thuy, for their support and advices during my internship.

I would like to thank all customers who helped me conduct this survey to complete my research. Their support is an important factor to the success of this thesis. Last but not least, I would like to express my profound gratitude to my family and friends who have encouraged and supported me during my time studying at the E-BBA program. 1 TABLE OF CONTENT ACKNOWLEDGEMENT.1 TABLE OF CONTENT.2 LIST OF TABLES.5 LIST OF CHARTS.6 LIST OF FIGURES.6 STRUCTURE OF THE RESEARCH.12 CHAPTER 2: THEORETICAL BACKGROUND ON THE QUALITY OF CUSTOMER SERVICES IN SECURITIES COMPANIES.1 THEORETICAL BACKGROUND OF CUSTOMER SERVICE QUALITY.1 The concept of customer service.2 The concept of customer service quality.2 THE CONCEPT OF QUALITY OF SECURITIES COMPANY.1 Definition of securities company.2 Functions of securities companies.3 MODEL FOR MEASURING CUSTOMER SERVICE QUALITY.1 Service quality model of Gronroos, 1984.2 SERVQUAL Model of Parasuraman & ctg (1985).3 SERVPERF Model of Cronin and Taylor (1992).4 Model of Luong Thi Mai Huong (2015) of MBA thesis “Service quality of Nha Viet Real Estate Joint Stock Company”.29 2 CHAPTER 3: RESEARCH METHODOLOGY.1 Cronbach’s Alpha Reliability Analysis.2 Exploratory Factor Analysis (EFA).3 Linear Regression Analysis.39 CHAPTER 4: THE RESULT OF THE RESEARCH – THE CURRENT SITUATION OF CUSTOMER SERVICE QUALITY FOR INDIVIDUAL CUSTOMERS AT VNDIRECT SECURITIES JOINT STOCK COMPANY.1 OVERVIEW OF VNDIRECT SECURITES JOINT STOCK COMPANY.2 History of Development.3 Functions and missions of VNDIRECT.5 VNDIRECT’s services, market and customers.2 THE ASSESSMENT OF CUSTOMER SERVICE QUALITY FOR INDIVIDUAL CUSTOMER AT VNDIRECT SECURITIES JOINT STOCK COMPANY.1 Research Sample Description.3 Cronbach’s Alpha Reliability Analysis.4 Exploratory Factor Analysis.5 Linear Regression Analysis.6 The current situation of customer service quality for individual customers at VNDIRECT Securities Joint Stock Company.75 3 CHAPTER 5: RECOMMENDATIONS FOR IMROVING THE QUALITY OF CUSTOMER SERVICE FOR INDIVIDUAL CUSTOMERS AT VNDIRECT SECURITIES JOINT STOCK COMPANY.1 ORIENTATIONS TO IMPROVE THE CUSTOMER SERVICE QUALITY FOR INDIVIDUAL CUSTOMERS AT VNDIRECT SECURITIES JOINT STOCK COMPANY.2 RECOMMENDATIONS AND SOLUTIONS TO IMPROVE THE CUSTOMER SERVICE QUALITY FOR INDIVIDUAL CUSTOMERS AT VNDIRECT SECURITIES JOINT STOCK COMPANY.1 Improving human resources and competence of staff.2 Improving and utilizing technology advantages.3 Upgrading customer database collection.4 Improving the Hotline and Call Center.5 Improving marketing strategies and creating brand image.6 Applying CRM system in management.85 APPENDIX 1: SURVEY FORM FOR CUSTOMERS.88 APPENDIX 2: IN-DEPTH INTERVIEW QUESTIONS FOR VNDIRECT MANGAGERS.94 APPENDIX 3: DESCRITIVE STATISTICS.95 APPENDIX 4: CRONBACH’S ALPHA RELIABILITY ANALYSIS.96 APPENDIX 5: EXPLORATORY FACTOR ANALYSIS.99 APPENDIX 6: CORRELATION ANALYSIS.102 APPENDIX 7: REGRESSION ANALYSIS.103 4 LIST OF TABLES Table 4.1 Cronbach’s Alpha Reliability Analysis.2 Cronbach’s Alpha Reliability Analysis Result Summary.3 Rotated Components Matrix.4 EFA results for Independent Variables.5 EFA results for Dependent Variables “Quality of Service”.6 Correlation Analysis for factors influencing customer service quality of individual customers at VNDIRECT.8 ANOVA analysis result.9 Coefficient of Regression Model.10 Hypothesis Test Results.11 Customer assessment of VNDIRECT services.68 5 LIST OF CHARTS Chart 4.1 Age group of Respondents.2 Gender groups of Respondents.3 Education Level of Respondents.4 Investing experience of Respondents.5 Information Approaches of Respondents.6 Types of services used by Respondents.7 Making transactions method of Respondents.8 Frequency of using VNDIRECT services of respondents.

Customers’ Assessment of VNDIRECT Services.74 LIST OF FIGURES Figure 2. The Nordic model (Gronroos,1984). Customer Service Model of Parasuraman (1985). Measuring Service Quality using SERVQUAL model.

Measuring Service Quality using SERVPERF model. Conceptual Framework for measuring customer service quality at VNDIRECT Securities Joint Stock Company.1 Organization Structure of VNDIRECT.44 6 EXECUTIVE SUMMARY In the year 2000, Vietnam Stock Market was established and created a method to strengthen the not only the development of capitalization but also the economy of the country. The appearance of such many securities company create a competitive environment in the stock market and requires them to continuously develop and improve its competence. In this situation, VNDIRECT Securities Joint Stock Company was founded in 2007 with specialization of securities services.

The company has been expanding its position in stock market and become one of top ten Securities Company in Vietnam Stock Market. Contribution to the success of the company is the important role of customer service for individual customers. In this thesis, I aim to identify the factors influence to customer service and the current situation of customer service quality for individual customers of VNDIRECT Securities Joint Stock Company –, in order to find some practical solutions to improve the quality of customer service for individual customers and competitive advantages of the company. This research used secondary data collected from articles, reports, official website of VNDIRECT and primary data collected from interviews with 04 manager of VNDIRECT and survey of 123 customers having trading account at VNDIRECT.

Based on the data collected and a number of analyses, a research model of 05 factors having impacting on the quality of services as well as the strengths and weakness of the customer service system at VNDIRECT were defined. After using SPSS and Microsoft Excel for analyzing, the result shows that the 05 factors - – which are “Transactions”, “Infrastructure and Facilities”, “Competence of Staff”, “Customer Care” and “Image of Company”- all have positive impact on quality of service at VNDIRECT. It is also revealed that currently at VNDIRECT, the transactions process and the technology system of VNDIRECT are highly praised by the customers. Fortunately, along with competence of staff, 7 they are the main causes which influences the most to the quality of services for individuals experiencing securities services at VNDIRECT.

However, there are still some problems with customer care and the telephone hotline which trouble customers with some inconveniences, which requires VNDIRECT to have immediately solutions. Being aware of these issues, a set of recommendations are suggested for improving the situation at VNDIRECT, including human resource policies, utilizing cutting edge technology, improving staff competence (especially hotline staff) and focusing on building brand image. In these solutions, technology is significantly emphasized because its number of applications is enormous and it is also the main competitive advantage compared to other companies. By utilizing technology, not only the management process will become much easier but also the investment experiences of the customers as well.

Hopefully, these recommendations will be not only useful for the situation of VNDIRECT Securities Joint Stock Company but also other securities companies in the industry to help the quality of customer service become more professional and brings the best benefits for the customers and the economy 8 CHAPTER 1 INTRODUCTION 1.1 RATIONALE In the year 2000, Vietnam Stock Market was established and created a method to strengthen the not only the development of capitalization but also the economy of the country. By the year of 2007 and 2008, there was total of 150 securities companies in Vietnam. The appearance of such many securities company created a competitive environment in the stock market and provide a large number of choices for the investors. Furthermore, becoming a member of WTO makes the Vietnam market more competitively among securities companies.

In order to compete with other companies and continue to develop, it is essential for VNDIRECT Securities Joint Stock Company to maintain the relationship with current customers and attract new customers by always focus on increasing value for the clients, especially in the quality of customer service. It is also vital to assess the current quality of services and see if whether the customer are satisfied with these services or not. In fact, the satisfaction of customers is the most important tool to help boost the sales and generate profits for the company. Furthermore, understanding the current situation of customer service would also help the Board of Management to have an accurate and overall view of the company’s service quality and develop strategies for future development.

This is also the reason for the research “Improving the customer service quality for individual customer at VNDIRECT Joint Stock Company” to be conducted. Hopefully, this research will be not only useful for the situation of VNDIRECT Securities Joint Stock Company but also other securities companies in the industry to help the quality of customer service become more professional and bring the best benefits for the customers and the economy.2 RESEARCH OBJECTIVES The purpose of the research is to: - Define factors to measure the service quality for individual customers at VNDIRECT Securities Joint Stock Company. - Assess the factors of service quality for individual customers at VNDIRECT Securities Joint Stock Company. - Analyze the current situation of customer service quality for individual customers at VNDIRECT Securities Joint Stock Company.

- Suggest several solutions and recommendations to improve the quality of customer services for individual customers at VNDIRECT Securities Joint Stock Company.3 RESEARCH QUESTIONS The research aim to answers some questions to achieve the above research objectives: - What are the factors to measure the service quality for individual customers at VNDIRECT Securities Joint Stock Company? How they affect the service quality for individual customers? - What is the current situation of customer services for individual customers at VNDIRECT Securities Joint Stock Company? What are the strengths and weaknesses? What are the reasons for drawbacks? - How to solve those problems to improve the current situation? 1.4 RESEARCH SCOPE - Object of the research: the research focused on customer services quality for individual customers using securities services and how to deal with the 10 problems of customer services quality at VNDIRECT Securities Joint Stock Company. - Location: the research was implemented in the Headquarter of VNDIRECT Securities Joint Stock Company – which is located in No.1 Nguyen Thuong Hien Street, Hai Ba Trung District, Hanoi. - Time: The secondary data was collected from 2013 to the present time. The primary data was conducted in November 2015.1 Secondary Data - The secondary data was collected from various reports, books, from sources on Internet and from other researches to find the suitable theoretical frameworks and research model of customer service quality.

- The secondary data was also collected from reports, articles and documents about VNDIRECT Joint Stock Company to understand the current situation of the customer service quality for individual customers of the company.2 Primary Data - In-depth interview: 04 manager of VNDIRECT Securities Joint Stock Company were interviewed to collect their opinions about: o The process of securities services and some required qualities needed in securities services. o The current situation of securities services at VNDIRECT Securities Joint Stock Company (advantages and disadvantages) and some methods to tackle challenges which the company are now facing with. o Plans for the development of the company in the future 11 - Survey customers o Method: Send survey forms to individual customers who has been using securities services at VNDIRECT Securities Joint Stock Company. The survey forms were sent directly when customers came to VNDIRECT Stock Exchange or via e-mail to answer.

o Number of survey: randomly choose 150 customers who are using brokerage services at VNDIRECT Securities Joint Stock Company to do the survey. After that, 123 customer answers was collected.