Luận văn thạc sĩ: Ảnh hưởng của lợi ích quan hệ đến sự hài lòng và lòng trung thành khách hàng ...

Luận văn thạc sĩ nghiên cứu The effect of relational benefits on customer loyalty an empirical study of vietnamese banking, đánh giá hiện trạng, phân tích vấn đề, đề xuất biện

• Tác giả: Nguyen Thi Ai Tran
• Người hướng dẫn: Dr. Nguyen Thi Mai Trang
• Trường học: University of Economics Ho Chi Minh City
• Chuyên ngành: Master of Business
• Đề tài: Tác Động Của Lợi Ích Quan Hệ Đến Sự Trung Thành Của Khách Hàng Trong Ngành Ngân Hàng Việt Nam
• Loại tài liệu: Thesis
• Năm xuất bản: 2014
• Địa điểm: Ho Chi Minh City

Mục lục chi tiết

• ACKNOWLEDGEMENT
• ABSTRACT
• TABLE OF CONTENTS
• LIST OF FIGURES
• LIST OF TABLES
• 1. CHAPTER 1: INTRODUCTION
• 1.1. Research Scope and Research Methodology
• 1.2. Structure of The Research
• 2. CHAPTER 2: LITERATURE REVIEW
• 2.1. The Conceptual Model and Hypotheses of The Research
• 3. CHAPTER 3: RESEARCH METHODOLOGY
• 3.1. The Unit of Observation
• 3.2. Measures of The Constructs
• 3.3. Data Analysis Method
• 4. CHAPTER 4: DATA ANALYSIS AND DISCUSSIONS
• 4.1. Descriptive Statistics of Samples
• 4.2. The Reliability Test: The Cronbach’s Alpha Test
• 4.3. Exploratory Factor Analysis (EFA)
• 4.4. Simple Regression Analysis
• 4.5. Multiple Regression Analysis
• 5. CHAPTER 5: CONCLUSIONS, IMPLICATIONS, AND LIMITATIONS
• Appendix A: Guidelines for in-depth interviews
• Appendix B: Questionnaire In English
• Appendix C: Questionnaire In Vietnamese
• Appendix D: Total variance explained in Exploratory Factor Analysis
• Appendix E: Histogram, Normal Regression & Scatter Plot of Dependent Variable: Customer Satisfaction

Tóm tắt

I. Tổng quan về tác động của lợi ích quan hệ đến sự trung thành của khách hàng

Trong ngành ngân hàng Việt Nam, lợi ích quan hệ đóng vai trò quan trọng trong việc xây dựng sự trung thành của khách hàng. Nghiên cứu này sẽ phân tích các yếu tố chính của lợi ích quan hệ và cách chúng ảnh hưởng đến sự hài lòng và trung thành của khách hàng. Sự cạnh tranh trong ngành ngân hàng ngày càng gia tăng, do đó, việc hiểu rõ tác động của các yếu tố này là rất cần thiết.

1.1. Khái niệm về lợi ích quan hệ trong ngành ngân hàng

Lợi ích quan hệ được định nghĩa là giá trị mà khách hàng nhận được từ mối quan hệ lâu dài với ngân hàng. Điều này bao gồm các lợi ích như sự tin tưởng, mối quan hệ xã hội và sự đối xử đặc biệt.

1.2. Tầm quan trọng của sự trung thành của khách hàng

Sự trung thành của khách hàng không chỉ giúp ngân hàng duy trì doanh thu mà còn tạo ra lợi thế cạnh tranh bền vững. Khách hàng trung thành thường có xu hướng giới thiệu dịch vụ cho người khác, từ đó mở rộng mạng lưới khách hàng.

II. Vấn đề và thách thức trong việc xây dựng sự trung thành của khách hàng

Mặc dù lợi ích quan hệ có thể thúc đẩy sự trung thành, nhưng vẫn tồn tại nhiều thách thức trong việc duy trì mối quan hệ này. Các ngân hàng cần phải đối mặt với sự thay đổi trong nhu cầu và mong đợi của khách hàng, cũng như sự cạnh tranh từ các ngân hàng khác.

2.1. Thách thức từ sự cạnh tranh trong ngành ngân hàng

Sự gia tăng số lượng ngân hàng và dịch vụ tài chính đã tạo ra một môi trường cạnh tranh khốc liệt. Các ngân hàng cần phải tìm cách nổi bật và thu hút khách hàng thông qua các lợi ích quan hệ.

2.2. Sự thay đổi trong nhu cầu của khách hàng

Khách hàng ngày càng trở nên khó tính hơn và yêu cầu nhiều hơn từ các dịch vụ ngân hàng. Việc không đáp ứng kịp thời các nhu cầu này có thể dẫn đến sự giảm sút trong sự trung thành của khách hàng.

III. Phương pháp xây dựng lợi ích quan hệ hiệu quả trong ngân hàng

Để tối ưu hóa lợi ích quan hệ, các ngân hàng cần áp dụng các chiến lược cụ thể nhằm nâng cao sự hài lòng của khách hàng. Việc cung cấp dịch vụ cá nhân hóa và chăm sóc khách hàng tận tình là những yếu tố quan trọng.

3.1. Cung cấp dịch vụ cá nhân hóa

Dịch vụ cá nhân hóa giúp khách hàng cảm thấy được quan tâm và đánh giá cao. Ngân hàng có thể sử dụng dữ liệu khách hàng để tạo ra các sản phẩm và dịch vụ phù hợp với nhu cầu riêng của từng khách hàng.

3.2. Tăng cường chăm sóc khách hàng

Chăm sóc khách hàng tận tình và chuyên nghiệp sẽ tạo ra ấn tượng tốt và tăng cường sự trung thành. Ngân hàng cần đào tạo nhân viên để họ có thể đáp ứng nhanh chóng và hiệu quả các yêu cầu của khách hàng.

IV. Ứng dụng thực tiễn và kết quả nghiên cứu về lợi ích quan hệ

Nghiên cứu cho thấy rằng các lợi ích quan hệ như sự tin tưởng và đối xử đặc biệt có tác động tích cực đến sự hài lòng của khách hàng. Điều này dẫn đến sự trung thành cao hơn trong ngành ngân hàng Việt Nam.

4.1. Kết quả từ nghiên cứu thực tiễn

Nghiên cứu đã chỉ ra rằng sự hài lòng của khách hàng tăng lên khi họ nhận được các lợi ích quan hệ. Điều này cho thấy rằng các ngân hàng cần chú trọng đến việc xây dựng mối quan hệ tốt với khách hàng.

4.2. Ứng dụng các chiến lược lợi ích quan hệ

Các ngân hàng có thể áp dụng các chiến lược như chương trình khách hàng thân thiết và các ưu đãi đặc biệt để tăng cường sự trung thành của khách hàng.

V. Kết luận và tương lai của nghiên cứu về lợi ích quan hệ

Nghiên cứu này đã làm rõ tầm quan trọng của lợi ích quan hệ trong việc xây dựng sự trung thành của khách hàng trong ngành ngân hàng Việt Nam. Tương lai của nghiên cứu có thể mở rộng sang các lĩnh vực khác trong ngành dịch vụ.

5.1. Tương lai của nghiên cứu về lợi ích quan hệ

Nghiên cứu có thể được mở rộng để xem xét tác động của lợi ích quan hệ trong các lĩnh vực khác như bảo hiểm và dịch vụ tài chính.

5.2. Khuyến nghị cho các ngân hàng

Các ngân hàng nên tiếp tục đầu tư vào việc xây dựng mối quan hệ với khách hàng để duy trì sự trung thành và tăng trưởng bền vững.

Trích đoạn nội dung tài liệu

UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business ------------------------------ NGUYEN THI AI TRAN THE EFFECT OF RELATIONAL BENEFITS ON CUSTOMER SATISFACTION AND CUSTOMER LOYALTY: AN EMPIRICAL STUDY OF VIETNAMESE BANKING INDUSTRY MASTER OF BUSINESS (Honours) Ho Chi Minh City – Year 2014 UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business ------------------------------ NGUYEN THI AI TRAN THE EFFECT OF RELATIONAL BENEFITS ON CUSTOMER SATISFACTION AND CUSTOMER LOYALTY: AN EMPIRICAL STUDY OF VIETNAMESE BANKING INDUSTRY ID: 22110067 MASTER OF BUSINESS (Honours) SUPERVISOR: DR. NGUYEN THI MAI TRANG Ho Chi Minh City – Year 2014 TABLE OF CONTENTS ACKNOWLEDGEMENT ABSTRACT TABLE OF CONTENTS LIST OF FIGURES LIST OF TABLES CHAPTER 1: INTRODUCTION.3 Research Scope and Research Methodology.4 Structure of The Research.6 CHAPTER 2: LITERATURE REVIEW.4 The Conceptual Model and Hypotheses of The Research.14 CHAPTER 3: RESEARCH METHODOLOGY.1 The Unit of Observation.2 Measures of The Constructs.4 Data Analysis Method.26 CHAPTER 4: DATA ANALYSIS AND DISCUSSIONS.1 Descriptive Statistics of Samples.2 The Reliability Test: The Cronbach’s Alpha Test.3 Exploratory Factor Analysis (EFA).1 Simple Regression Analysis.2 Multiple Regression Analysis.38 CHAPTER 5: CONCLUSIONS, IMPLICATIONS, AND LIMITATIONS. 54 Appendix A: Guidelines for in-depth interviews.54 Appendix B: Questionnaire In English.56 Appendix C: Questionnaire In Vietnamese. 59 Appendix D: Total variance explained in Exploratory Factor Analysis.62 Appendix E: Histogram, Normal Regression & Scatter Plot of Dependent Variable: Customer Satisfaction.64 ACKNOWLEDGEMENT I would like to give my gratefulness to my research instructor, Dr. Nguyen Thi Mai Trang for her intensive support, valuable suggestions, instructions, and encouragement during the time of doing my research. I would like to express my deepest gratitude to Professor Nguyen Dong Phong, Professor Nguyen Dinh Tho, Dr. Tran Ha Minh Quan for their valuable time as the members of the proposal examination committee. Their comments and meaningful suggestions were contributed great help for my completion of this research. My sincere thanks are given to all of my teachers at International Business School – University of Economics Ho Chi Minh City for their teaching and guidance during my MBA course. In addition, I would like to special express my thanks to all of my classmates, my colleagues at Samsung Vina Insurance Company Limited and my friends who are working in some banks in Ho Chi Minh City for their support and encouragement during the time I was doing my research. ABSTRACT This study will examine the effect of relational benefits on customer satisfaction and consequently, the influence of customer satisfaction on customer loyalty in Vietnamese banking industry. Based on the theories and measurements of those factors existed in the current liturature, and a qualitative research conducted in Vietnam, a model has been released following measurement scale of those concepts. A quantitative research of 186 banking customers has been done to evaluate the measurement scale and test the model. The results of Cronbach’s alpha test show that the scale is satisfactory with the allowed reliability and validity. It also can indicate that the theoretical model is suitable in Vietnam banking industry and all hypotheses are accepted. For specific, the study shows that customer satisfaction highly impacts on customer loyalty in Vietnamese banking industry. Moreover, among relational benefits, special treatment benefits and confidence have positive impacts on customer satisfaction, however, social benefits do not show the influence on customer satisfaction. Besides, special treatment benefits also have been proved to have a strongest impact on customer satisfaction. In general, researching of the effects of these variables will support the banks’ managers get thorough understanding of the effect of each relational benefits factors on customer satisfaction, then, help them to identify which variables are the best predictors to customer satisfaction to place emphasis on. Furthermore, the study also indicates that making customers satisfied will remarkably affect to the loyalty of customers to the banks, which will help banks’ managers to release effective decisions to gain long-term loyal customers in such highly competitive marketplace in Vietnam. LIST OF FIGURES Figure 2.1 Conceptual Model Figure 3.1 Research Process Figure E1 Histogram of Customer Satisfaction Figure E2 Normal Plot of Customer Satisfaction Figure E3 Scatter Plot of Customer Satisfaction LIST OF TABLES Table 3.1 The Result of Questionnaires Delivery Table 4.1 Sample Characteristics Table 4.2 Reliability Test Results Table 4.3 KMO and Bartlett's Test of Independent Variables Table 4.4 Rotated Component Matrix of Independent Variables Table 4.5 KMO and Bartlett's Test of Dependent Variables Table 4.6 Rotated Component Matrix of Dependent Variables Table 4.7 Model Summary of Simple Regression Analysis Table 4.8 ANOVA of simple regression analysis Table 4.9 Coefficients of simple regression analysis Table 4.10 Correlations matrix Table 4.11 Model Summary of multiple regression analysis Table 4.12 ANOVA of multiple regression analysis Table 4.13 Coefficients of multiple regression analysis Table 4.14 Summary of hypotheses testing result Table D1 Total Variance Explained of Independent Variables Table D2 Total Variance Explained of Dependent Variables Table D3 Model Summary b of multiple regression analysis CHAPTER 1: INTRODUCTION 1.1 Research Background The globalization of economy has created an environment more competitive than ever in Vietnam. All companies, with no exception in any industries, strive to differentiate themselves from other rivals to get successful survival. In this perspective, customer loyalty has emerged as an important aspect that most companies want to be strong at since it is considered as a competitive advantage for all companies to achieve stable development. Regarding services industry’s aspect, achieving loyalty of customers has become much more important since the operation of service involves much on the interactions between service providers and customers. In banking industry, for specific, achieving customer loyalty is a key to help banks gain sustainable competitive advantage, retain customer, grow in sales, and gain long- term customers. Obviously, there are many factors affecting customer loyalty. Achieving customer satisfaction is known as one of them, showing a positive impact on loyalty of customer (Zeithaml, Berry, & Parasuraman, 1996; Fornel, Johnson, Anderson, Cha, & Bryan, 1996; Selness, 1993). When customers are satisfied, they are more likely to return to those service providers and when there is an increase in satisfaction level, they will stay loyal to those companies (Anderson & Sullivan, 1993). Therefore, numerous studies have been conducted to identify and measure the components of satisfaction. In Vietnam, some important factors affecting customer satisfaction have already been investigated such as service quality (Vu & Nguyen, 2008; Lam, 2012; Nguyen, 2013), service personal value (Pham & Le, 2010), brand (Nguyen, 2013; Ngo, 2012). However, little research in Vietnam has been devoted to investigate the impact of relational benefits on customer satisfaction. Besides, in the world, - 2- relational benefits have been widely studied, also in banking industry (Arturo, David, & Agueda, 2007; Sergios, 2010; Maria-Eugenia, 2008), however, these studies have showed the impact of relational benefits on customer satisfaction or directly on customer loyalty only, not indicated the impact of relational benefits on customer satisfaction, and consequently the influence of customer satisfaction on customer loyalty. Hence, to address the gaps as mentioned above, this study aims to investigate the effect of relational benefits on customer satisfaction, and consequently the influence of customer satisfaction on customer loyalty in Vietnamese banking industry. As opposed to the marketing management, relationship marketing tends to become a flourishing field as well as a generalized alternative conception in marketing theory and practice perspective (Berry, 1983). According to Kinard and Capella (2006), a fundamental condition for a relationship to develop over time is that both the firm and the customer perceive positive outcomes, or benefits. The benefits the banks receive include loyalty of customers, long- term profitability, and sales growth. What the customer gets is associated with the service itself and/or with benefits that can develop from being a regular customer of the company – called relational benefits (Gwinner, Gremler & Bitner, 1998; Reynolds & Beatty, 1999). Gwinner et al. (1998) and Hennig-Thurau et al. (2002) reveal that service comprises of the two components: core service and relationship, however, the relationship benefits framework focuses on the relationship component and defines relational benefits as the value a customer receives over and above the core service. - 3- Relational benefits include three types of benefits: confidence benefits, social benefits, and special treatment benefits (Gwinner et al., 1998; Patterson & Smith, 2001; Hennig-Thurau, Gwinner, & Gremler, 2002). Confidence benefits are considered as psychological factors related to feelings of security, reduced anxiety, and trust in the service provider or the keeping of promises by the service providers (Gro¨nroos, 1990; Bitner, 1995). Social benefits refer to the establishment of personal relationships between customers and employees derived from long- term relationships (Czepiel, 1990). Special treatment benefits are the combination of economic benefits and service customization that customers receive from developing relationships with companies, those benefits in this type are discounts, time savings, and additional services not available to other customers derived from the consideration of special customers (Peterson, 1995). Achieving relational benefits becomes especially important when the service is complex, of high involvement, customized and delivered over a continuous stream of transactions, like in the case of financial services (Kinard & Capella, 2006). In Vietnam, the development of banking, as a result of the global crisis, has showed a downward trend in recent years. According to Dinh (2013), especially from 2011 to 2013, Vietnamese State bank had revealed the situation of some weak banks, among that, three banks including Saigon Commercial Bank, Tin Nghia Bank, FicomBank had been consolidated to Saigon Commercial Bank in late 2011, one bank, which was Habubank, had been merged to Sagon Hanoi Bank (SHB) in Aug, 2012, Tienphong bank had positively found the share from two companies to restructure itself in 2011, some others including GPBank, Navibank, TrustBank, and Western Bank were also described as weak banks and they were in process to restructure. - 4- Facing with this downward trend, many banks have showed their attempts by building relational benefits to attract customers. In Asia Commercial Bank (ACB), for instance, the application of core banking, in which the fragmented management system is switched to the focused management system, is considered as a remarkable progress to allow all transactions can be transferred to online banking transactions. This helps to bring convenience to customers by accessing data and doing various transactions on the Internet. Besides, Viettinbank, whose information security is put on top priority, has developed the overall safety security strategy to attract customers. This modern system ensures that information security team who is in charge of information security will continuously review and comply with the information security process to form a continuous information security cycle for ViettinBank. Furthermore, some foreign- owned banks like Standard Chartered Vietnam and Citi Bank Vietnam… have also continuously released competitive offers to their priority banking service sector like offering direct priority banking line, cash-back credit cards, discount policy to privileges… These mentioned examples have indicated the attempts of banks in building relational benefits to satisfy customers. However, as mentioned above, limited research has been done to explore the effects of relational benefits on customer satisfaction and customer loyalty in Vietnamese banking industry. As a result, this study aims to identify the factors among relational benefits that significantly impact customer satisfaction and customer loyalty in Vietnamese banking industry.2 Research Objectives The overall objective of this research is to examine the effect of relational benefits on customer satisfaction, consequently, the influence of customer satisfaction on customer loyalty. Specifically, it investigates:  The relationship between customer satisfaction and customer loyalty.  The relationship between confidence benefits and customer satisfaction.  The relationship between social benefits and customer satisfaction.  The relationship between special treatment benefits and customer satisfaction.3 Research Scope and Research Methodology Ho Chi Minh City has been chosen to conduct survey for the study as it is known as one of the biggest cities as well as the economic center of Vietnam. Respondents chosen are those who are term deposit customers because they are believed to have used variety of banking services, which vary from direct banking, debit card, online banking…when they get term deposit with banks.