DSpace at VNU: Service recovery for Viettinbank trade finance operation: situation and solution for improvement

Service recovery for Viettinbank trade
finance operation: situation and solution for
improvement
Hoàng Phương Nga

Khoa Quản trị Kinh doanh
Luận văn Thạc sĩ ngành: Quản trị Kinh doanh; Mã số: 60 34 05
Người hướng dẫn: TS. Nguyễn Thị Phi Nga
Năm bảo vệ: 2012

Keywords. Quản trị kinh doanh; Tài trợ thương mại; Quản lý điều hành; Ngân
hàng
Content
TABLE OF CONTENTS

ACKNOWLEDGMENTS ...................................................................................................... i
ABSTRACT .......................................................................................................................... ii
TÓM TẮT .............................................................................................................................iv
TÓM TẮT .............................................................................................................................iv
TABLE OF CONTENTS ......................................................................................................vi
LIST OF FIGURES ...............................................................................................................ix
LIST OF TABLE .................................................................................................................... x
INTRODUCTION ................................................................................................................. 1

1. Necessity of the thesis........................................................................................................ 1
2. Literature review ................................................................................................................ 2
3. Objectives of the research .................................................................................................. 4


4. Research Methodology ...................................................................................................... 5
5. Contribution of the thesis................................................................................................... 8

6. Structure of the research .................................................................................................... 8
CHAPTER 1: THEORETICAL FOUNDATIONS ................................................................ 9

1.1. ........................................................................................................................ T
he concepts of service, customer service and service recovery.............................................. 9

1.1.1. Service and customer service ....................................................................................... 9
1.1.2. Service recovery ......................................................................................................... 10
1.2. Types of customer’s response to the service failures ................................................. 12
1.2.1. Types of customer actions .......................................................................................... 13
1.2.2. Types of complainers ................................................................................................. 13
1.3. The reasons customers complain ............................................................................... 14
1.4. The expectation of customers .................................................................................... 15
1.4.1. Customers expectation of fair treatment .................................................................... 15
1.4.2. Companies’ behavior ................................................................................................. 16
1.5. Service Recovery Strategies ...................................................................................... 17
1.5.1. Fail-safe your service - Do it right at the first time ................................................... 18
1.5.2. Welcome and Encourage complaints ........................................................................ 19
1.5.3. Act quickly ................................................................................................................ 19
1.5.4. Treat customer fairly ................................................................................................. 21
1.5.5. Learn from recovery experiences .............................................................................. 21
1.5.6. Learn from lost customers ......................................................................................... 21
1.5.7. Return to “Doing it right” .......................................................................................... 22
1.6. Service Guarantees ....................................................................................................... 22

1.6.1. Benefits of Service Guarantees.................................................................................. 23


1.6.2. Types of Service Guarantees ..................................................................................... 24
1.6.3. When to Use (or Not Use) a Guarantee ..................................................................... 25

CHAPTER 2: SERVICE RECOVERY FORTRADE FINANCE OPERATION IN
VIETINBANK ................................................................................................................... 26

2.1. Overview of VietinBank and trade finance operation ............................................... 26
2.1.1. History of VietinBank ............................................................................................... 26
2.1.2. Corporate Vision, Mission, Values and Ambitions ................................................... 28
2.1.3. Trade finance operation of VietinBank ..................................................................... 29
2.1.4. VietinBank’s Trade Finance resources ...................................................................... 36
2.2.

Analysis of VietinBank’s current situation of Service Recovery ............................ 39

2.2.1. How customers respond to service failures in VietinBank: ..................................... 40
2.2.2. VietinBank’s Service Recovery Strategies for Trade finance operation ................. 44
2.2.3. VietinBank’s Service Guarantees ............................................................................ 49
2.3.

Summary of strengths and weaknesses of service recovery activities in

VietinBank .......................................................................................................................... 50
CHAPTER 3: RECOMMENDATIONS TO SERVICE RECOVERY FOR TRADE
FINANCE OPERATION IN VIETINBANK .....................................................................53

3.1.

Strategies and solutions for the development of Trade finance operation in

VietinBank .......................................................................................................................... 53

3.1.1. Quantitative targets: ................................................................................................. 53

3.1.2. Qualitative targets: ................................................................................................... 53
3.2.

Strategies and actions plan for improvement of Service Recovery for trade

finance operation in VietinBank ......................................................................................... 54

3.2.1. Strategy for improvement of Service Recovery for trade finance operation in
VietinBank in the period of 2012-2017 .............................................................................. 54

3.2.2. Actions plan for improvement of Service Recovery for trade finance
operation in VietinBank in the period of 2012-2017.......................................................... 60


3.1.3. Recommendations for the improvement of Service Recovery in VietinBank72
REFERENCES ................................................................................................................... 73
ANNEX LIST ..................................................................................................................... 75

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