DSpace at VNU: Customer satisfaction assessment on Vietnambank's card service quality

Customer satisfaction assessment on
Vietnambank's card service quality
Đỗ Thị Thêm Ngọc
Khoa Quản trị Kinh doanh
Luận văn Thạc sĩ ngành: Quản trị kinh doanh; Mã số: 60 34 05
Người hướng dẫn: TS. Vũ Anh Dũng, ThS. Hà Nguyên
Năm bảo vệ: 2011
Abstract. Tổng quan về hoạt động thanh toán thẻ tại Việt Nam: thị trường thanh
toán thẻ của Việt Nam có tiềm năng và đang được các ngân hàng khai thác, tuy
nhiên việc khai thác chưa hoàn toàn triệt để. Tổng quan về việc cung ứng dịch vụ thẻ
của VietinBank: giới thiệu chi tiết về các sản phẩm dịch vụ thẻ mà VietinBank đang
cung cấp cho khách hàng, đồng thời so sánh với các ngân hàng cạnh tranh tiêu biểu.
Đánh giá mức độ hài lòng của khách hàng đối với các sản phẩm, dịch vụ thẻ của
VietinBank. So sánh mức độ hài lòng của khách hàng khi sử dụng dịch vụ thẻ của
Vietinbank và các ngân hàng khác. Đề xuất những hoạt động nhằm nâng cao chất
lượng dịch vụ thẻ của VietinBank qua đó làm tăng sự hài lòng cho khách hàng.
Keywords. Quản trị kinh doanh; Dịch vụ ngân hàng; Khách hàng

Content
TABLE OF CONTENTS
ACKOWLEDGEMENT........................................................................................................ i
LIST OF TABLES .............................................................................................................. vii
LIST OF FIGURES ........................................................................................................... viii
INTRODUCTION................................................................................................................. 1
CHAPTER 1 - CONCEPTUAL FRAMEWORK .............................................................. 5
1.1. Service quality ........................................................................................................... 5

1.1.1. Service definition ................................................................................................. 5
1.1.2. Quality definition ................................................................................................. 7
1.1.3. Service quality ..................................................................................................... 8

1.1.4. Bank card service quality ................................................................................... 11
1.2. Measurement of service quality ............................................................................. 12

1.2.1. Review of multi- attribute concept .................................................................... 12
1.2.2. Review of Nordic Model ................................................................................... 13
1.2.3. Review of Servqual model ................................................................................. 14
1.2.4. Review of Servperf model ................................................................................. 17
1.2.5. Review of Kano model ...................................................................................... 19
1.3. Suggested model ...................................................................................................... 23
1.4. Previous research .................................................................................................... 24

1.4.1. Previous research outside Vietnam .................................................................... 24
1.4.2. Previous research in Vietnam ............................................................................ 29
CHAPTER 2- RESEARCH METHODOLOGY ............................................................. 31
AND OVERVIEW ON VIETBANK ................................................................................. 31
2.1. Research methodology ............................................................................................ 31

2.1.1. Research design ..................................................................................................... 31
2.1.2. Sample design ......................................................................................................... 35
2.1.3. Data collection ........................................................................................................ 36
2.1.4. Data processing....................................................................................................... 37
2.2. Overview on Vietinbank’s card service .............................................................. 38

2.2.1. Overview on VietinBank ................................................................................... 38
2.2.2. Overview on Vietinbank card business activities .............................................. 40
CHAPTER 3: FINDINGS AND ANALYSIS ................................................................... 46
3.1..Characteristics of the sample.............................................................................. 46
3.2.

Customer satisfaction on Vietinbank’s card ................................... 49

3.3.

Comparison between customers’ satisfaction toward each service

attribute and the overall satisfaction level ............................................................... 54
3.4. Comparison of Vietinbank’s and other banks’ card service quality ...58


CHAPTER 4- CONCLUSIONS AND RECOMMENDATIONS .................................. 64
CHAPTER 4- CONCLUSIONS AND RECOMMENDATIONS .................................. 64
4.1. Conclusions ........................................................................................................... 64
4.2. Recommendations ................................................................................................. 64
4.2.1. Suggestions to improving debit card service quality ......................................... 65
4.2.2. Suggestions for Vietinbank to improving credit card service quality ...67
4.2.3. Suggested action plan for Vietinbank to improve card service quality
in the next two years ...................................................................................................... 68
REFERENCES .................................................................................................................. 69
APPENDICES .................................................................................................................... 72
Appendix 2: Data from survey ......................................................................................... 73
Q 2: Gender of respondents ............................................................................................... 73

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