The determinants impact on opening and using ATM account

THESIS:

THE DETERMINANTS IMPACT ON OPENING
AND USING ATM ACCOUNT

In Partial Fulfillment of the Requirements of the Degree of

MASTER OF BUSINESS ADMINISTRATION

by
Ms: Le Thi Hong Ngan
ID: MBA02018
Advisor: Dr. NGUYEN VAN PHUONG

International University - Vietnam National University HCMC
February, 2013
i


THE DETERMINANTS IMPACT ON OPENING AND USING ATM ACCOUNT
In Partial Fulfillment of the Requirements of the Degree of

MASTER OF BUSINESS ADMINISTRATION
by
Ms: Le Thi Hong Ngan
ID: MBA02018
Advisor: NGUYEN VAN PHUONG
International University - Vietnam National University HCMC
February 2013

Under the guidance and approval of the committee, and approved by all its members,

this thesis has been accepted in partial fulfillment of the requirements for the degree.
Approved:

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-Advisor: Dr. NGUYEN VAN PHUONG

Chairman

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-Committee member

Committee member

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-Committee member

Committee member
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Acknowledge

Firstly, I would like to express the special thanks to my supervisor of this thesis, Dr.
Nguyen Van Phuong, the teacher in International University, Vietnam National
University, Hochiminh City for the valuable guidance and advices given to me during
last eight months. His enthusiastic instructions and precious reference materials help me
to find out the solutions to complete the thesis.
Secondly, I want to gratitude to the members of committee who gave me the
helpful comments on my proposal as directions for me to finish my thesis. I also would
like to thank other teachers of the School of Business of International University,
Vietnam National University, Hochiminh City and my classmates who have provided
me with useful knowledge and learning skills. The last thanks are specially given to my
parents and my husband for their encouragement, sympathetic and great supports during
a long way for successful completion of my thesis.

iii


STATEMENT OF AUTHORSHIP

I certify that this thesis entitled “The determinants impact on opening and using
ATM account” is my own work.

Except where reference is made in the text of the thesis, this thesis contain material
published elsewhere or extracted in whole or in part from a thesis by which I have
qualified for or been awarded another degree or diploma.

No other person’s work has been used without due acknowledgement in the main text of
the thesis.

This thesis has not been submitted for the award of any degree or diploma in any other
tertiary institution.

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Copyright Statement
This copy of the thesis has been supplied on condition that anyone who consults it
is understood to recognize that its copyright rests with its author and that no quotation
from the thesis and no information derived from it may be published without the
author’s prior consent. © Le Thi Hong Ngan/ MBA02018/2010 – 2012

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TABLES OF CONTENT
CHAPTER ONE: INTRODUCTION
1.1 Present and history of ATM ........................................................................................ 1
1.2 Background ................................................................................................................ 2
1.3 Research purpose........................................................................................................ 3
1.4 Research questions ..................................................................................................... 4
1.5 Scope and limitation ................................................................................................... 4
1.6 Implications ............................................................................................................... 5
CHAPTER TWO: LITERATURE REVIEW
2.1 The key factors to make customer open an ATM account ........................................... 6
2.2 The determinants impact on using ATM account ........................................................ 6
2.2.1 Customer Satisfaction ............................................................................................. 6
2.2.2 Service quality ........................................................................................................ 7
2.2.3 Customer trust ........................................................................................................ 9
2.2.4 Customer loyalty .................................................................................................. 10
CHAPTER THREE: RESEARCH METHODOLOGY
3.1 Research Model and Hypothesis ............................................................................... 12

3.1.1 The determinants impact on opening and using ATM account .............................. 12
3.1.2 The determinants impact on customer loyalty ....................................................... 15
3.2 Research process ...................................................................................................... 16
3.3 Qualitative Research ................................................................................................. 18
3.4 Quatitative Research ................................................................................................. 18
CHƯƠNG FOUR: DATA ANALYSIS
4.1 Respondents Characteristics ..................................................................................... 20
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4.2 Descriptive Statistics ................................................................................................ 23
4.2.1 Determinants impact on opening and using ATM account..................................... 23
4.2.2 Determinants impact on customer loyalty in using ATM account .......................... 25
4.3 Cronbach Alpha test ................................................................................................. 28
4.4 Exploratory Factor Analysis (EFA)........................................................................... 31
4.4.1 Determinants impact on opening and using ATM account..................................... 31
4.4.2 These factors affect customer loyalty for the use of ATM card services ................ 37
4.5 Confirmatory Factor Analysis (CFA) ........................................................................ 50
4.6 Structural Equation Modeling - SEM ........................................................................ 54
4.7 Bootstrap .................................................................................................................. 57
CHAPTER FIVE: DISCUSSION AND CONCLUSION
5.1 Summary of results ................................................................................................... 58
5.2 Discussions of results and implications ..................................................................... 58
5.3 Limitations ............................................................................................................... 60
5.4 Conclusion ............................................................................................................... 61

Reference
Appendix

vii

LIST OF FIGURE
Figure 3.1 – Proposed Research Model......................................................................................15
Figure 3.2 – Proposed Research Model......................................................................................16
Figure 3.3 – Research Process ...................................................................................................17
Figure 4.1 – Sex ........................................................................................................................21
Figure 4.2 – Age........................................................................................................................21
Figure 4.3 –Income ...................................................................................................................22
Figure 4.4 – Occupation ............................................................................................................22
Figure 4.5 – Determinants impact on opening ATM account .....................................................35
Figure 4.6 – Determinants impact on customer loyalty in using ATM card ................................48
Figure 4.7 – CFA of measurement model standardized ..............................................................51
Figure 4.8 – Structural Equation Modeling result after adjusting theoretical model
(standardized) ............................................................................................................................54

LIST OF TABLE
Table 4.1 - Respondents Characteristics.....................................................................................20
Table 4.2 – Variables Descriptive Statistic.................................................................................23
Table 4.3 – Variables Descriptive Statistic.................................................................................25
Table 4.4 – Result of Cronbach Alpha test .................................................................................29
Table 4.5 – KMO and Bartlett's Test..........................................................................................31
Table 4.6 – Total Variance Explained ........................................................................................32
Table 4.7 – Rotated Component Matrix .....................................................................................33

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Table 4.8 – KMO and Bartlett's Test of first EFA ......................................................................37
Table 4.9 – Total Variance Explained of first EFA ....................................................................37

Table 4.10 – Rotated Component Matrix of first EFA................................................................38
Table 4.11 – KMO and Bartlett's Test of second EFA................................................................41
Table 4.12 – Total Variance Explained of second EFA ..............................................................41
Table 4.13 – Rotated Component Matrix of second EFA ...........................................................42
Table 4.14 – KMO and Bartlett's Test of third EFA ...................................................................43
Table 4.15 – Total Variance Explained of third EFA .................................................................43
Table 4.16 – Rotated Component Matrix of third EFA ..............................................................44
Table 4.17 – KMO and Bartlett's Test of Customer Loyalty Variable ........................................49
Table 4.18 – Total Variance Explained of Customer Loyalty Variable .......................................49
Table 4.19 – Component Matrix of Customer Loyalty Variable .................................................50
Table 4.20 – Standardized Regression Weights (Group number 1 – Default model) ...................52
Table 4.21 – Composite Reliability and Variance Extracted ......................................................53
Table 4.22 – SEM – Regression Weights for main parameters ...................................................56
Table 4.23 – SEM – Standardized Regression Weights for main parameters ..............................56
Table 4.24 – Goodness-of-fit measures ......................................................................................56
Table 4.25 – Results estimated by Bootstrap..............................................................................57

ix


ABSTRACT
Today, ATM (automated teller machine) card is just like a friend for everybody in
Vietnam. This is one of the best services provided by the banking industry to every one
having an account in a bank. There is a direct relationship between the service quality of
ATM card and the level of customer satisfaction. Customer satisfaction and customer
loyalty are very important in the present world. This study investigates significant
dimensions of ATM service quality, customer satisfaction, customer trust and their
effect on customer loyalty. To explain customer loyalty level, this study follows Lin and
Wang (2005) model that customer loyalty should be measured along with the factors as
service quality, customer satisfaction and customer trust. The questionnaire was used to

collect the data from a convenience sample of 300 customers of banks in Ho Chi Minh
city. SEM (structural equation modeling) results indicate that service quality, customer
satisfaction and customer trust positively and significantly contributes toward customer
loyalty. The thesis makes a significant contribution to the banking management because
some empirical findings are available dealing with this aspect of ATM card service in
the Vietnamese banking sector.
Keywords: service quality, customer satisfaction, customer trust, customer loyalty.

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Chapter One – INTRODUCTION
This chapter will introduce the present and history of ATM, background, research
purpose, research questions, scope and limitation and implications.
1.1 Present and history of ATM
An automated teller machine or automatic teller machine (ATM) is a computerized
telecommunications device that provides the clients of a financial institution with access
to financial transaction in a public space without the need for a cashier, human clerk or
bank teller. The ATM has a long and interesting history dated back to 1939. Although,
several inventors in different countries simultaneously developed prototype of the
machine; there were only few practical model were installed for example Bankograph in
New York City in 1939 or Uppsala in Tokyo in 1967. Although these machines
somewhat dispense with cash and do certain transactions, they were individual entity
and had no connecting capabilities. They also incorporated very basic user identification
system such as using paper checks marked with carbon-14 readable by machines.
Until 1968, the first networked ATM was invented in Dallas, Texas U.SA by
Donald Wetzel. Chemical Bank was the first bank commercialized ATM machine in its
branch in New York City. The initial rollout was very slow due to extremely high cost
of the machine, unproven reliability of the network, and customers’ perception. At the
beginning of the ATM era, customers would not have full confident when machines

handling their money. There were many concerns over machine failures, network
outage or banks error which could results bad transactions. Also, customers did not
accustom to interact with machines, so it created tremendous hesitation to accept new
ATM machines.
Since then, ATM has been used widely, and now, in The United States alone,
there are 371,000 ATM machines. You can see an ATM machine almost everywhere
1


in the world. Even there are a few machines in the Arctic belt or in the McMurdo
observatory Station in Antarctica.
All modern ATM machines nowadays connect through sophisticated interbank
network. The current system would allow customers do majority of task without the
needs of human teller. From the machines, customers would be able to withdraw certain
amount of money, make deposits and be credited immediately. Customers also can
check balances from several accounts, transfer money or print mini statements. The
ATM machines would enable customers to do transaction whenever they want, and also
they help banks to reduce cost significantly.
1.2 Background
Vietnam is a country of which the economy is growing rapidly. Although the
banking system in Vietnam is still regarded as one of the youngest systems in the world,
Vietnam has been considered a great potential market for finance and banking industry
recently.
Since Vietnam joined the WTO in 2007, the number of business invests in banking
services have been developed rapidly, Banking services are also increasingly fierce than
before. The more banks establish, the more choices people have. People only choose a
bank which has good and comprehensive services. The more a bank has high quality
products and services, the more customers choose the bank. Among the numerous of
products and services that banks provide to customers, ATM card is an innovative
service delivery mode that offers diversified financial services like cash withdrawal,

funds transfer, cash deposits, payment of utility and credit card bills, cheque book
requests, and other financial enquiries.
According to the spread of ATM machines all over the world, ATM cards now
are not strange to the majority of the Vietnamese people. Almost all the banks in
2


Vietnam have launched ATM service, which also created a high competition among
them. Customers become the important objects to test. However, there is a little study
about the relationship among customer satisfaction, customer loyalty and customer trust.
Almost banks are increasingly focusing their strategic effort on marketing and attracting
new customers. The aim of this thesis is to investigate the factors that affect customers’
continued usage of ATM banking service and determinants impact on customer loyalty
in using ATM card.
1.3 Research purpose
The strong development of ATM card market has received considerable attention
recently. It is an important part in the bank. Banking has traditionally operated in a
relatively stable political environment for years. However, today the banking industry is
facing a dramatically aggressive competition in a new dynamic environment. The most
of state owned banks have been privatized and become the commercial banks, therefore
banking services are much more competitive in bank market. Competition will
undoubtedly continue to be a more significant factor. With the phenomenal increase in
the country's population and the increased demand for banking services; service quality,
customer satisfaction, customer trust and customer loyalty are going to be key
differentiators for each bank's future success.
Thus, this study may be very useful to banking manage and it may also help the
ATM section of the bank to identify their positive and negative features and the
recommendation of the customers. Banking managers can take actions on service to
improve the quality. The purpose of study included in:


Identify factors that impact on making the customer open the ATM account.



Analyze the impact of service quality, customer satisfaction and customer trust
on the loyalty of customers.
3


1.4 Research questions
Factors that affect customers’ continued usage of ATM banking service. The
customer retention is the most important factor in influencing the financial income of
bank. The thesis helps us to answer five main questions:


What are the key factors to make the customer open the ATM account?



Why do the customers choose the ATM banking service for using regular?



Does service quality influence the customer satisfaction in ATM service?



Does customer satisfaction influence the customer loyalty in ATM service?



Does customer trust influence the customer loyalty in ATM service?

1.5 Scope and limitation
The study has some limitations. The study has used convenience sample and just
focus all individual office employees and factory workers in Ho Chi Chi Minh City, a
big industrial city in Vietnam. A mix of interviews and qualitative data gathering
techniques could be used to make the results more comprehensive and generalization.
Future research could focus on diversifying the sample across different ethnic groups,
income, and education in many cities and provinces.
1.6 Implications
The research finding and contributions have brought some implications to the
banking management. The research findings provide some insight and feedback for the
banking operator to get the new managerial strategic on how to increase customer.
Banking managers need to know the key factors that impact on customers’ decision on
opening new ATM cards and customer loyalty.

4


Chapter Two - LITERATURE REVIEW
This chapter will present the key factors to make customer open an ATM account and
the determinants impact on using ATM account.
2.1. The key factors to make customer open an ATM account
Sharma (1993) examined the impact of firm characteristics, market structure and
state regulations on the adoption of automated teller machines (ATMs). Sharma (1993)
analyzed the effect of the explanatory variables to find key factors of the customer need.
ATMs have been introduced by banks throughout many ways to make the customer
understand and start to use all service though ATM account: 1) to attract new customers

by offering and flexible and convenient service; 2) to envisage that these machines
could perform many deposit, withdrawal and transfer operation at lower cost than
human teller, and showed to the customer many benefit with opening ATM account; 3)
to estimate the demand for service in a particular area before launching the new ATM
services.
2.2 The determinants impact on using ATM account
2.2.1 Customer Satisfaction
The more satisfied customers are, the greater the number of ATM users is
(Ranaweera and Prabhu, 2003). The customer satisfaction strategy is one of the core
strength in many banks. Researchers show that the service quality has a direct link with
the customer satisfaction and the number of customers (Parasuraman et al., 1988). Some
studies have also identified customers’ dissatisfaction with ATM service quality
dimensions. Large numbers of customers are resistant to this new mode of service
delivery and prefer more personal services (Murdock and Franz, 1983). The researchers
noted that customers do not like ATMs because of impersonality, vision problem, fear

5


of technology and reluctance to change and adopt new mode of delivery of service
(Khan, 2010).
The consumer satisfaction is explained by key purchase behaviors, such as
complaining, word of mouth, customer retention, and product usage (Westbrook and
Oliver, 1991). As Kim et al (2007) stated that customer satisfaction has a positive
impact on customer loyalty. Vesel and Zabkar (2009) showed that customer satisfaction
is one of the significant determinants of customer loyalty. Hallowell (1996) also
supported that the customer satisfaction is associated with the customer loyalty.
According to Lin and Wang (2006), customer satisfaction exhibited the strongest
direct effect on customer loyalty, whereas perceived value exhibited a stronger total
effect on customer loyalty than that of customer satisfaction. The results consistently

supported other studies, in which both perceived value and satisfaction were significant
predictors of customer loyalty. The findings also indicated that perceived value was
partially mediated through satisfaction in influencing customer loyalty. Both reasoning
and empirical research have provided evidence that the perceived value and satisfaction
of customers tap into different dimensions.
2.2.2 Service quality
Service quality is an important factor to attract ATM users. The ATM services have
become extremely popular among customers as the convenient mode of transactions.
The technological innovation has transformed the banking business. Banks are
aggressively adopting this mode. The advantages of using ATM have given new
impetus to dimensions of service quality and banks are offering new choices to
customers. Moutinho (1992) established that ATM facility resulted in speed of
transactions and saved time for customers. Furthermore, researchers also identified
many different dimensions of ATM service quality. For instance, Lovelock (2000)
6


identified secure and convenient location, adequate number of ATM, user-friendly
system, and functionality of ATM. Davies et al., (1996) examined the factors influence
customers satisfaction about ATM service quality. These factors include using costs and
efficient functioning of ATM. Joseph and Stone (2003) examined the United States
customers’ perception of ATM quality and found that user-friendly, convenient
locations, secure positions, and the numbers of ATM provided by the banks are
essential dimensions of ATM service quality. In a case study of Botswana, Mobarek
(2007) established speed of operation, and waiting time as the important predictors of
ATM service quality. The better service quality is provided, the more attractive the
ATM users want to open new accounts.
In various studies the relationship between service quality and customer preference
loyalty had been examined (Boulding et al, 1993; Cronin and Taylor, 1992). In their
study Cronin and Taylor (1992) focused solely on repurchase intentions. Whereas

Boulding et al. (1993) focused on the elements of repurchasing as well as the
willingness to recommend. In the study by Cronin and Taylor (1992), service quality
did not appear to have a significant positive effect on repurchase intentions (in contrast
to the significant positive impact of satisfaction on repurchase intention), whereas
Boulding et al. (1993) found positive relationships between service quality and
repurchase intentions and willingness to recommend.
2.2.3 Customer trust
Trust is a focal key in the development of the relationship between banks and
customers. It is also acknowledged in marketing theory as the basic policy in developing
and sustaining long-term relationships (Crosby et al., 1990), to build a mutually
beneficial relationship with customers on the basis of mutual trust and to enhance

7


competitiveness (Barney and Hansen, 1994). Generally, trust is viewed as an essential
element for successful relationships (Morgan and Hunt, 1994)
Mayer et al. (1995) define trust as ”the willingness of a party to be vulnerable to the
actions of another party based on the expectation that the other will perform a particular
action important to the customer, irrespective of the ability to monitor or control that
other party”. Service providers, in some cases, may not be able to retain their satisfied
customers (Schneider and Bowen, 1999) because the customer satisfaction itself alone
cannot ensure long term commitment of the customer with a specific service provider.
Instead, the service providers should think other factors beyond customer satisfaction,
such as customer trust, to retain their customers (Hart and Johnson, 1999). This
argument is supported by Morgan and Hunt (1994). Morgan and Hunt (1994) assert that
the target of the firms is to develop customer trust beyond customer satisfaction to retain
their customers in a long term period. In other words, customer trust is likely to be a
strong driver of keeping customer (Ranaweera and Prabhu, 2003).
Morgan and Hunt (1994) have advocated that trust is fundamental in developing

customer loyalty. The importance of trust in explaining loyalty is also supported by
authors like Singh and Sirdeshmukh (2000).
2.2.4 Customer loyalty
Oliver (1999) defines brand loyalty as ‘‘a deeply held commitment to re-buy or repatronize a preferred product/service consistently in the future, thereby causing
repetitive same-brand or same brand-set purchasing, despite situational influences and
marketing efforts having the potential to cause switching behavior.’’ This emphasizes
two different aspects of loyalty described in prior studies-behavioral and attitudinal.
Chaudhuri and Holbrook (2001) suggested that behavioral, or purchase, loyalty
consisted of repeated purchases of the brand, whereas attitudinal loyalty included a
8


degree of dispositional commitment, in terms of some unique value associated with the
brand. Thus, customer loyalty here was considered bi-dimensional, including both
attitudinal commitment and behavioral re-purchase intention.
Srinivasan et al (2007) stated that these are two main categories of loyal customers.
The first category is of loyal customers. Within the loyal category, there are satisfied
and un-satisfied customers. The satisfaction is not an essential requirement for loyalty,
so satisfied customers do not have to become loyalty, but there is a correlation between
the satisfied customers and loyal customers. Sometimes unsatisfied customers are also
loyal due to attachment and commitment with suppliers. This type of loyalty is
sometimes called False Loyalty in whish unsatisfied customers remain loyal to their
suppliers. The reason for this false loyalty is the factors due to which the customer feels
hurdles and obstacles in his/her way, which stops him her from switching or choosing
another supplier. These hurdles are called switching suppliers.
Finally, Lin and Wang (2006) model and other studies in banking filed indicated
relationship of service quality, customer satisfaction and customer trust to customer
loyalty. The relationship between customer satisfaction and customer trust depends on
the level of service quality (Lin and Wang, 2006). Therefore, this study follows Lin and
Wang (2006) to test the effects of customer satisfaction, customer trust on customer

loyalty in ATM services in Ho Chi Minh city.

9


Chapter Three – RESEARCH METHODOLOGY
Based on literature review are presented in the previous chapter, this chapter will
continue to present the research process and research model. It focuses on research
process with two methods of quantitative research and qualitative research and develops
the measurement scale.
3.1 Research Model and Hypothesis
3.1.1 The determinants impact on opening ATM account
Western society is moving toward to the electronic money. As this phenomenal
spread all over the world, every person is often required to have a ATM card from a
particular bank. People attempt to search a particular bank for guidance and reassurance
to open ATM account. Therefore, commercial banks would like to offer their customers
for the best possible deal. Clients always make a comparison among banks to find a
good deal. To do so, they have to combine many factors that enable them to make a
final decision.
In the initial step, this study is used face to face discussion method to identify
factors impact on opening and using ATM card. We invited 20 respondents who have
been using ATM card in Ho Chi Minh city. They are selected randomly. We indentified
some factors impacting on opening ATM card as follow:


Location: Proximity, nationwide spread, localized service. How many branches
and ATMs does the bank have and is there one in your local area? All the major
banks have a strong presence.



Product type: Saving plus credit saving. Customers wonder if the bank offers a
large variety of services that suits all of their requirement. How many options do
they have for day-to-day accounts and savings accounts? There are some options

10


as: small deposit to long term investment, loaning money for mortgage, business
investment with a competitive package.


Security: Big banks with long history always create trust with their clients. For
example, ANZ is an established banking instituted with over 100 years of
banking experience. With strong performances year in & year out, customers are
looking to open an account, home mortgage, saving, bank card, investment,
shares whatever product the bank has to offer, the strength and knowledge of
ANZ instill security and trust that their investment is secure.



Customer relations: General characteristics of a bank for instant nice, bright,
friendly and efficient staffs with prompt service is very important.



Interest rate: What interest rates do they have on their accounts: fixed deposit,
loan / credit facility? What rates and fees does the bank charge? Are clients very
concerned about those fees? What is the quality of other products and services
clients might be interested in, like term deposits, personal loans, overdraft

facilities, international money transfers, etc…? Are clients happier with seven
days trading hour’s bank which is a benefit to customer which they cannot go
during normal working day?



Promotion: What promotion aspect clients can get from that bank compared to
the others? For instant, a bank offer premium package to make special client. A
platinum cardholder has no question about their credit rating. A bank with good
quality and special service always offers have more probability to get more
cardholders.



Other factors include salary advance: If you're going to be living and working
in Vietnam, you will require a bank account where your employer can deposit
your salary and so that you can make e-money transfers, pay bills and rent, make
11


payments by card and withdraw cash - all without worrying about excessive ebanking fees. Another example is that the university you are attending is
banking with this bank. Or you get introduction from friends with good rating
and compliment. A bank with a strong marketing strategy to approach customers
might attract more customers’ attention. It is more convenient to do business
transactions, and to deposit on saving account. With the factors mentioned
above, the sampling and questionnaires will be created for clarifying the
determinants impact on opening and using ATM account.
The above factors are reduced into two key factors as follows: the initial reasons
impact on opening and using ATM account, the customers are anxious when they
switch to the other bank’s ATM.

Figure 3.1 Conceptual Model

The initial
reason
Open ATM account

Customer
Fear
3.1.2 The determinants impact on customer loyalty
To study customer satisfaction on ATM service quality, this study bases on theory
and model of Wang and Shieh (2006) to analyze relationship between satisfaction and
service quality. The first hypothesis is offered:
H1: Service quality has a positive effect on customer satisfaction.
12


Following researches on positive effects of customer satisfaction on customer
loyalty (Lin and Wang, 2006), the below hypothesis is proposed to examine the
influence of customer satisfaction on customer loyalty:
H2: Customer satisfaction has a positive effect on customer loyalty.
Regarding the direct effect of customer trust on customer loyalty that if customers
trust are high, it results in higher levels of loyalty (Lin and Wang, 2006), the following
hypothesis is offered:
H3: Customer trust has a positive effect on customer loyalty.

Figure 3.2 Proposed Research Model

Service
quality

H1

Customer
satisfaction
H2

Customer

H3

Trust

3.2 Research process
Figure 3-3 illustrates the process of questionnaire design and data analysis

13

Customer
loyalty


Figure 3.3 Research process

Research problem

Pilot study for 40
customers who use
ATM
service

regularly.

Complete

the

questionnaire.

- Literature review.

Establish

- Design model.

scale.

Modify

the

In-depth interview

questionnaire.

Survey

the

for 15 customers.

320

customers.

The determinant impacts on
customer loyalty using the ATM
account.
-Descriptive Statistics.
-Cronbach’s Alpha Test
-Exploratory Factor component
Analysis (EFA)
-Confirmatory factor analysis (CFA)
- Structural Equation Modeling
(SEM)
- Bootstrap Test.

The determinant impact on
opening ATM account
-Descriptive Statistics
-Cronbach’s Alpha Test
-Exploratory
Factor
Component Analysis (EFA)
-Collect the data

Analyze the data and report.
The following step, we develop the questionnaire to determine the information
which will be test hypotheses and solve research objectives. In a question, respondents
were asked to indicate their level of satisfaction regarding various aspects of the ATM
client on a five points Likert type scale (1 for “Highly disagree” to 5 for “Highly

Agree”). There are three parts in the design of the questionnaire: first part asked about
14


their private information, the second part detailed the question to collect the reasons
why customers open the ATM account, the third part focuses on the measurement of
service quality, customer satisfaction, customer trust and customer loyalty.
3.3 Qualitative Research
Base on the theoretical, an outline of questionnaire was developed based on the
findings of the in-depth interview. After qualitative research by interviewing 15
customers, the questionnaire was adjusted. This questionnaire used a five point Likert
scale, test interview with 15 users regularly ATM cards to modify for suiting customer
trend in Ho Chi Minh City, and then complete the official questionnaire. The result of
qualitative presented in the next chapter. After testing survey, there are 38 observed
variables:


The determinants impact on opening ATM account: 10 variables.



The determinants impact on customer loyalty when using ATM card: 28
variables.

3.4 Quantitative Research
By convenience sample method, 320 questionnaires were delivered to respondents
who are using the ATM service in Ho Chi Minh City. Then, 298 questionnaires are
collected on the rate reach 93.13%. With the collected sample, 272 questionnaires were
completed. Therefore, this study is based on the data of 272 completed questionnaires.
With 272 questionnaires, the data will analyze as follows:



The determinants impact on opening ATM account of customer: run the data by
SPSS version 20 as descriptive statistics, Cronbach’s Alpha test, Exploratory
Factor component Analysis (EFA).



The determinants impact on customer loyalty using the ATM account: run the
data by SPSS version 20 and Amos: Cronbach’s Alpha test, Exploratory Factor
15