Yếu tố quyết định sự hài lòng của khách hàng trong ngành ngân hàng bán lẻ

Luận văn thạc sĩ nghiên cứu ueh determinants of customer satisfaction in retail banking sector, khảo sát thực trạng, phân tích nguyên nhân, đề xuất giải pháp cải thiện thực tiễn.

• Tác giả: Nguyễn Thị Phượng Khánh
• Người hướng dẫn: Associate Professor. Nguyễn Minh Kiều
• Trường học: University of Economics - Ho Chi Minh City
• Chuyên ngành: Finance - Banking
• Đề tài: Yếu Tố Quyết Định Sự Hài Lòng Của Khách Hàng Trong Ngành Ngân Hàng Bán Lẻ
• Loại tài liệu: Master’s Thesis
• Năm xuất bản: 2010
• Địa điểm: Ho Chi Minh City

Mục lục chi tiết

• 1. CHAPTER 1: INTRODUCTION
• 1.1. Rational of the study
• 1.2. Statement of the problem
• 1.3. Research Objective
• 1.4. Research question
• 1.5. Scope and limit of the research
• 1.6. Research methodology
• 1.7. The structure of the research
• 2. CHAPTER 2: LITERATURE REVIEW
• 2.1. Vietnam retail banking sector
• 2.2. Expectation of customer
• 2.3. Definition of customer satisfaction
• 2.4. The importance and benefits of customer satisfaction
• 2.5. Customer Service quality
• 2.6. Service quality definition
• 2.7. Gap model of service quality
• 2.8. Measuring service quality
• 2.9. Customer satisfaction and service quality in banking sector
• 2.10. Customer satisfaction in banking sector
• 2.11. Service quality dimensions in banking sector
• 3. CHAPTER 3: RESEARCH DESIGN
• 3.1. Proposal of research model
• 3.2. The questionaire design
• 3.3. Size of sample
• 4. CHAPTER 4: DATA ANALYSIS AND FINDINGS
• 4.1. Variables for measuring service quality
• 4.2. Variables for customer satisfaction
• 4.3. Reliability evaluation through Cronbach’s Alpha
• 4.4. Evaluation the measurement scale by using Exploratory Factor Analysis
• 4.4.1. Some rules in EFA test
• 4.4.2. EFA for service quality
• 4.4.3. EFA for customer satisfaction
• 4.5. The adjusted research model
• 4.6. Correlation coefficient analysis
• 5. CHAPTER 5: CONCLUSIONS AND RECOMMENDATIONS
• APPENDIX 1: Interview Customers
• APPENDIX 2: Vietnamese questionaire
• APPENDIX 3: Cronbach's alpha analysis result
• APPENDIX 4: Factor analysis result

Tóm tắt

I. Tổng quan về yếu tố quyết định sự hài lòng của khách hàng trong ngân hàng bán lẻ

Sự hài lòng của khách hàng là một yếu tố quan trọng trong ngành ngân hàng bán lẻ. Nó không chỉ ảnh hưởng đến sự trung thành của khách hàng mà còn quyết định đến sự phát triển bền vững của ngân hàng. Trong bối cảnh cạnh tranh ngày càng gia tăng, việc hiểu rõ các yếu tố quyết định sự hài lòng của khách hàng là rất cần thiết.

1.1. Định nghĩa sự hài lòng của khách hàng trong ngành ngân hàng

Sự hài lòng của khách hàng được định nghĩa là cảm nhận của khách hàng về mức độ đáp ứng nhu cầu và mong đợi của họ từ dịch vụ ngân hàng. Theo Oliver (1997), sự hài lòng là phản ứng của khách hàng đối với trạng thái thỏa mãn.

1.2. Tầm quan trọng của sự hài lòng trong ngân hàng bán lẻ

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 của Lewis (1993), chất lượng dịch vụ là yếu tố quyết định trong việc xây dựng lợi thế cạnh tranh.

II. Các thách thức trong việc nâng cao sự hài lòng của khách hàng

Ngành ngân hàng bán lẻ đang đối mặt với nhiều thách thức trong việc nâng cao sự hài lòng của khách hàng. Sự cạnh tranh khốc liệt từ các ngân hàng trong và ngoài nước, cùng với sự thay đổi nhanh chóng trong nhu cầu của khách hàng, tạo ra áp lực lớn cho các ngân hàng.

2.1. Cạnh tranh từ các ngân hàng khác

Sự gia tăng số lượng ngân hàng và dịch vụ mới khiến cho việc tạo ra sự khác biệt trở nên khó khăn. Khách hàng có nhiều lựa chọn hơn, dẫn đến việc ngân hàng cần phải cải thiện chất lượng dịch vụ để giữ chân khách hàng.

2.2. Thay đổi trong nhu cầu của khách hàng

Khách hàng ngày càng đòi hỏi cao hơn về chất lượng dịch vụ và trải nghiệm. Ngân hàng cần phải nắm bắt kịp thời các xu hướng mới và điều chỉnh dịch vụ của mình để đáp ứng nhu cầu này.

III. Phương pháp nâng cao sự hài lòng của khách hàng trong ngân hàng bán lẻ

Để nâng cao sự hài lòng của khách hàng, các ngân hàng cần áp dụng nhiều phương pháp khác nhau. Từ việc cải thiện chất lượng dịch vụ đến việc sử dụng công nghệ hiện đại, tất cả đều đóng vai trò quan trọng.

3.1. Cải thiện chất lượng dịch vụ

Chất lượng dịch vụ là yếu tố then chốt trong việc tạo ra sự hài lòng. Ngân hàng cần đào tạo nhân viên để nâng cao thái độ phục vụ và kỹ năng giao tiếp.

3.2. Ứng dụng công nghệ trong dịch vụ ngân hàng

Công nghệ ngân hàng hiện đại như internet banking và mobile banking giúp khách hàng thực hiện giao dịch dễ dàng hơn. Việc đầu tư vào công nghệ không chỉ nâng cao trải nghiệm khách hàng mà còn giảm thiểu chi phí vận hành.

IV. Kết quả nghiên cứu về sự hài lòng của khách hàng trong ngân hàng bán lẻ

Nghiên cứu cho thấy rằng sự hài lòng của khách hàng trong ngành ngân hàng bán lẻ phụ thuộc vào nhiều yếu tố, bao gồm chất lượng dịch vụ, sự tin tưởng và trải nghiệm khách hàng. Các ngân hàng cần chú trọng đến những yếu tố này để cải thiện sự hài lòng.

4.1. Các yếu tố ảnh hưởng đến sự hài lòng

Theo nghiên cứu, các yếu tố như thái độ nhân viên, thời gian chờ đợi và chất lượng dịch vụ đều có ảnh hưởng lớn đến sự hài lòng của khách hàng.

4.2. Kết quả từ khảo sát khách hàng

Khảo sát cho thấy rằng 75% khách hàng hài lòng với dịch vụ ngân hàng hiện tại, nhưng vẫn có 25% khách hàng chưa hoàn toàn thỏa mãn, cho thấy cần có những cải tiến.

V. Kết luận và triển vọng tương lai của sự hài lòng khách hàng trong ngân hàng bán lẻ

Sự hài lòng của khách hàng trong ngành ngân hàng bán lẻ sẽ tiếp tục là một yếu tố quan trọng trong tương lai. Các ngân hàng cần không ngừng cải tiến dịch vụ và áp dụng công nghệ mới để đáp ứng nhu cầu ngày càng cao của khách hàng.

5.1. Tương lai của ngành ngân hàng bán lẻ

Ngành ngân hàng bán lẻ sẽ tiếp tục phát triển với sự gia tăng của công nghệ và sự thay đổi trong hành vi tiêu dùng của khách hàng. Ngân hàng cần phải thích ứng nhanh chóng để không bị tụt lại phía sau.

5.2. Đề xuất cho các ngân hàng

Các ngân hàng nên tập trung vào việc cải thiện trải nghiệm khách hàng và đầu tư vào công nghệ để nâng cao sự hài lòng. Việc lắng nghe phản hồi từ khách hàng cũng là một yếu tố quan trọng trong việc cải tiến dịch vụ.

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MINISTRY OF EDUCATION AND TRAINING UNIVERSITY OF ECONOMICS- HOCHIMINH CITY NGUYỄN THỊ PHƯỢNG KHÁNH MASTER’S THESIS In Finance- Banking Ology Code: 60.12 Supervisor Associate Professor. NGUYỄN MINH KIỀU Ho Chi Minh City -2010 LUAN VAN CHAT LUONG download : add [e-mail] TABLE OF CONTENT LIST OF FIGURES.i LIST OF TABLES.ii LIST OF ABBREVIATION .iv CHAPTER 1 : INTRODUCTION .1 Rational of the study .2 Statement of the problem.5 Scope and limit of the research.7 The structure of the research.4 CHAPTER 2 : LITERATURE REVIEW .1 Vietnam retail banking sector .1 Expectation of customer.2 Definition of customer satisfaction .3 The importance and benefits of customer satisfaction.3 Customer Service quality.3 Service quality definition .4 Gap model of service quality .5 Measuring service quality .4 Customer satisfaction and service quality in banking sector.1 Customer satisfaction in banking sector .2 Service quality dimensions in banking sector.16 CHAPTER 3 : RESEARCH DESIGN.1 Proposal of research model .2 The questionaire design .26 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.5 Size of sample .27 CHAPTER 4 : DATA ANALYSIS AND FINDINGS .1 Variables for measuring service quality.2 Variables for customer satisfaction.1 Reliability evaluation through Cronbach’s Alpha .2 Evaluation the measurement scale by using Exploratory Factor Analysis .1 Some rules in EFA test .2 EFA for service quality.3 EFA for customer satisfaction .3 The adjusted research model.1 Correlation coefficient analysis .40 CHAPTER 5 : CONCLUSIONS AND RECOMMENDATIONS .51 APPENDIX 1: Interview Customers.52 APPENDIX 2: Vietnamese questionaire.56 APPENDIX 3: Cronbach's alpha analysis result .60 APPENDIX 4: Factor analysis result .62 LUAN VAN CHAT LUONG download : add [e-mail] LIST OF FIGURES Figure 2.1 : The Benefits of customer satisfaction.2 : Model of service quality gaps (Parasuraman at el.1 : Suggested research model.1 : Adjusted research model.38 i LUAN VAN CHAT LUONG download : add [e-mail] LIST OF TABLES Table 2.1 : Quantity of banks from 1991 to 2009 .2 : Six dimensions of service quality .1 : Summary of service quality factors and measurement scale .2 : Overall customer satisfaction and measurement scale.2 : Descriptive statistics of service quality measurement .3 : Descriptive statistics of customer satisfaction measurement .4 : Reliability test of service quality and customer satisfaction.5 : First EFA analysis result of service quality .6 : Final EFA analysis result of service quality .7 : Final EFA analysis result of customer satisfaction .8 : Pearson correlation matrix .42 ii LUAN VAN CHAT LUONG download : add [e-mail] CHAPTER 1 : INTRODUCTION 1.1 Rational of the study Financial institutions, particularly banking plays an important role in economic development of almost countries in the world and Vietnam is not an exception. Vietnam banking industry has gained a significant growth in recent years a long with the socioeconomic development. Many banks have been established or extended their range of activity by setting branches in nationwide and offered new services toward customer’s need.

Retail banking in Vietnam is one of the sectors getting more attractive from domestic banks or even foreign banks with the potential market has not been exploited full enough so far. A lot of people among 86 million Vietnamese people have demands for retail banking services which are going up following the increasing income and the growth of the country in recent years especially after Vietnam became a member of WTO. This is the chance as well as the challenge period for bankers in Vietnam to attract the new customers and retain the existing one. The more customers banks have, the more profits they get.

Satisfying customers is the priority target in order to get the success of a firm. Customer satisfaction is one of the key factors in today’s highly competitive business world and is the most important factor for bankers to keep their current customers as well as appeal the new one. In addition, retail banking industry is facing a stressful competition among domestic banks and foreign banks as the globalization and world integration. Therefore, banks should pay more attention to customer satisfaction to survive and grow.

1 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.2 Statement of the problem Domestic banks have recognized the important to develop retail banking services for some time now. They have invested in core banking software, applied new technology, established more branches, provided new services to get more customers. In modern competitive environment, however, the increasing of distribution channels set up from all banks, the products in this market are slightly different and the new services provided are matched very quickly by competitors make banks in difficulty to create the differentiation. Customer satisfaction is one of the main tools for banks to make and get competitive advantage.

In general, when customer is satisfied with provided services, the probability to use this service again is increased and will lead to the positive advertising through mouth advertising from this customer to others. And vice versa, the unsatisfied customer usually switches to use another brand and give out the negative mouth advertising. There are many factors impact on customer satisfaction. Customer satisfaction is influenced by main factors such as price, product quality, service quality, personal factor, situational factor, diversification and the unique of products.

According to Lewis (1993), service quality is one of the effective means in building a competitive position in service industry. Service quality is an imperative element impact on customer satisfaction in banking industry. Thus, bank management tends to differentiate their products from competitors through service quality. This study examines determinants on customer satisfaction with focus on service quality dimensions of retail banking services in Vietnam commercial banks in Ho Chi Minh City where is the center of developing economy, society and education in South Vietnam with a large number of population, almost banks and their branches.

2 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.3 Research Objective The aims of this study as following: - To identify main factors of customer’s perception on customer service quality in Vietnam retail banking sector. - To measure the effects of these key factors on the overall customer satisfaction in Vietnam retail banking sector. - To recommend some solutions to increase customer satisfaction.4 Research question The study is set to answer following questions: - What are the key factors of customer’s perception on service quality of retail banking services in Vietnam commercial banks? - How can these factors influence on customer satisfaction? - What the recommendations should be needed to improve customer satisfaction in Vietnam commercial banks? 1.5 Scope and limit of the research Due to the limited time, this research is conducted to the individual customers who are now living in Ho Chi Minh City and using retail banking services of seven Vietnam commercial banks in Ho Chi Minh City only. The conclusions will be derived from this research are limited to Vietnam commercial banks and will be based on the information of this result.

3 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.6 Research methodology Secondary data Data was collected from annual Vietnam commercial banks reports, from internet, involved books and previous related research. Primary data Qualitative research: This step is researching by in-depth interviews with customers in order to discover and adjust the service quality dimensions. Thirty (30) customers are using retail banking services at commercial banks were interviewed directly through questions relating to which factors influence on their satisfaction when they use retail banking services at banks and which factors made them feel dissatisfaction. Almost their opinions concentrate on factors including: tangibles, service quality (showing through employee’s attitude, employee’s willing to help customers), reliability (showing through employee’s ability to serve customers, provide exactly information and services as set time), empathy, technology, waiting time, interest rate and transaction cost.

The result of this research is used for designing the questionnaire used for official study. Quantitative research: This step is researching by delivering questionnaire to individual customers of seven commercial banks in Ho Chi Minh City directly, via email and internet. The collected data is used for analyzing the level of customer satisfaction through statistical software SPSS version 16.7 The structure of the research This research includes five chapters: Chapter 1: Introduction This introduction gives an overall view of the research includes the rational of the research, statement of the problem, research objectives, research questions, scope and limit of the research and research methodology. 4 LUAN VAN CHAT LUONG download : add [e-mail] Chapter 2: Literature review This chapter gives a brief introduction about Vietnam retail banking industry and general view of theories related to customer satisfaction, five gaps of service quality, service quality and some results of previous studies about dimensions of service quality in banking sector.

Chapter 3: Research Design This chapter develops the research model and hypotheses. In addition to, we focus on research process and methodology for data analysis. Chapter 4: Data analysis and findings This chapter illustrates the process of data analysis and shows the result of this research from that we can explore the result and discussion. Chapter 5: Conclusions and recommendations This chapter summarizes the most important findings, provides recommendations on how to improve customer satisfaction on retail banking services of Vietnam commercial banks.

Lastly, we show the limit of this research and suggest for the further research. 5 LUAN VAN CHAT LUONG download : add [e-mail] CHAPTER 2 : LITERATURE REVIEW 2.1 Vietnam retail banking sector Vietnam banking system has significant growth during past two decades together with the economic development. This system includes one Vietnam bank for social policies, one Vietnam development bank, three commercial state-owned banks, forty commercial joint-stock banks, five joint-venture banks, five 100% foreign banks and 36 branches of foreign banks.1: Quantity of banks from 1991 to 2009 Year 1991 1993 1995 1997 1999 2001 2005 2006 2007 2008 2009* Commercial state-owned bank 4 4 4 5 5 5 5 5 5 4 3 Commercial joint-stock bank 4 41 48 51 48 39 37 34 35 39 40 Joint-venture bank 1 3 4 4 4 4 4 5 5 5 5 Foreign bank and branches of foreign bank 0 8 18 24 26 26 29 31 41 41 41 (Source: SBV) (2009*: Oct 2009) We can see from above table 2.1 that the development primarily concentrates on commercial joint-stock and foreign banks showing the attractiveness and potential development of Vietnam banking sector to inland investors as well as international financial institutions, in which retail banking sector is considered as promising land appeals all bankers. According to Wikipedia, retail banking refers to banking in which banking institutions execute transactions directly with consumers rather than corporations or other banks.

Retail banking is usually made available by commercial banks who are financial institutions and geared primarily toward individual consumers through a wide range of personal banking services include: deposit accounts in the form of savings and checking accounts and certificates of deposit of varying maturities; loans in the form of mortgages as well as personal loans; debit cards, credit cards and so forth. Today much of retail banking is streamlined electronically via Automated Teller 6 LUAN VAN CHAT LUONG download : add [e-mail] Machines (ATMs); or through virtual retail banking known as internet banking which allows customers to do financial transactions via internet, home banking allows customers do almost transferring transactions (money transfer, funds transfer, bill payment, …) at any where without coming to the bank, and phone banking allows customers do transactions every where at any time through telephone such as checking account information, foreign exchange rate, interest rate,…. In the open economy, retail banking services play an important role in bringing stable source of revenue, enhancing competitive capacity, reducing risk and expanding market share to commercial banks. In the economic aspect, retail banking sector still bring benefits in reducing transaction cost; changing to non-cash using economy; boosting business activities and enhancing people’s life through exploiting and taking full advantage of potential capital.

Moreover, it offers the diversified services to people conveniently and safely. Therefore, developing retail banking services is an unavoidable trend of international banks as well as Vietnam banks.