PHÂN TÍCH và đề XUẤT các GIẢI PHÁP để NÂNG CAO sự hài LÒNG và của KHÁCH HÀNG đối với DỊCH vụ THẺ GHI nợ nội địa của NGÂN HÀNG NÔNG NGHIỆP và PHÁT TRIỂN NÔNG THÔN en

THESIS MBA
Subject:

ANALYSIS AND PROPOSED SOLUTIONS
TO IMPROVE SATISFACTION AND
CUSTOMER SERVICE FOR DOMESTIC
DEBIT CARD BANK OF AGRICULTURE AND
RURAL DEVELOPMENT


Table Of Contents
1. the urgency of the subject
2. research objectives
3. research subjects and research scope
4. Research Methods
5. Thesis texture
Chapter 1: The rationale for quality service and customer satisfaction
1.1. quality and quality of service
1.1.1. concept of quality
1.1.2. concept of quality of service
1.1.3. customer satisfaction
1.1.4. relationship between service quality and customer satisfaction
1.2. measuring service quality
1.2.1. quality gap model
1.2.2. measuring service quality SERVQUAL model
1.3. overview of the bank's card services
1.3.1. history and development of bank card services
1.3.2. concepts and characteristics of bank card services
1.3.3. the role and benefits of bank card services
Chapter 2: Analysis of customer satisfaction for domestic debit card
Agribank

2.1. introduce agricultural bank and Vietnam Rural Development
(Agribank)
2.1.1. the formation and development
2.1.2. business results in the period 2010-2012
2.2. analysis of customer satisfaction with service quality domestic debit
card at Agribank
2.2.1. situation and issuing payments using bank cards
2.2.2. collect and evaluate data
2.2.3. analysis of customer satisfaction
2.3. overall assessment of customer satisfaction
2.3.1. advantage
2.3.2. disadvantages and causes
Chapter 3: the solution to enhance customer satisfaction for domestic
debit card bank ARD


3.1 development orientation of Agriculture and Rural Development Banks
3.2 Solutions to improve customer satisfaction
3.2.1 training to improve the quality of personnel transactions
3.2.2 enhanced security, security for cardholder
3.2.3 develop institutions accepting
3.3 a number of recommendations to improve customer satisfaction
3.3.1 recommendations for government
3.3.2 for the state-owned banks
concluded
References
Appendix
list of abbreviations
ABC
ABIC

Agribanktour
Agriseco
ALC I
ALC II
AJC
CAR
CCB
CSCNT
ĐVCNT
ICBC
NHNN
NHPH
NHNo&PTNT
NHTM
POS
PPC
TCCB-LĐ
VJC
WSBA
WTO

abbreviations explained
Agricultural Bank of China
insurance company shares
travel trade companies
company stock shares
leasing companies i
leasing company ii
Agribank Gold Corporation
capital adequacy ratio

China Construction Bank
establishments accept cards
Merchants accepting unit
Industrial and Commercial Bank of China
Federal Bank
Bank issue
Bank for Agriculture and Rural Development Bank
and Rural Development
commercial banks
Điểm chấp nhận thẻ
companies in trade and services
labor organization officers and employees
company JEWELRY Ho Chi Minh City
card associations of western banks
world trade organization


List Of Figures
Figure 1.1. 5 model service quality gap
Figure 1.2. elements of service quality
Figure 2.1. Agribank's total assets period 2010 - 2012
Figure 2.2. total mobilization of Agribank period 2010 - 2012
Figure 2.3. total outstanding loans of Agribank economy period 2010 2012
Figure 2.4: Model described by gender
Figure 2.5: Model described by age
Figure 2.6: Model description in education
Figure 2.7: Model describes the income
Figure 2.8: Model described by occupation
Figure 2.9: Model describes the use of time cards
Figure 2.10: Model description of withdrawals

Figure 2.11 describes the frequency pattern cards

List Of Tables
Table 1.1: the variables measuring the quality of services
Table 2.1: Growth rate of total assets Agribank 2010-2012
Table 2.2: Growth rate of mobilization of Agribank
the period 2010-2012
Table 2.3: Synthetic results of Agribank income 2010-2012
Table 2.4: Number of cards issued 2010-2012
Table 2.5: description of sample by gender
Table 2.6: description of sample by age
Table 2.7 describes the sample in education
Table 2.8: Income described in amples
Table 2.9 describes the sample in career
Table 2.10 describes patterns over time using cards
Table 2.11 describes the number of withdrawals form
Table 2.12 describes the frequency pattern cards
£ 2.13 £ measuring satisfaction with tangible elements
Table 2.14: table for measuring satisfaction with reliability


Table 2:15: table measuring satisfaction with the response
Table 2:16: tables of measured satisfaction guaranteed
Table 2:17: measuring satisfaction table for sympathy
Table 2:18: measuring satisfaction table for five elements of service
quality
Table 2:19: £ evaluate overall customer satisfaction

The beginning
1. the urgency of the subject

their country is moving in the right direction with these steps, new
achievements in all areas of economic life - society. globalization trends in


the world along with Vietnam became the 150th member of the WTO has
opened up many new opportunities for every family, every business,
every aspect of which can not talk to the bank - a very sensitive areas in
Vietnam. previous trend of globalization and international integration, in
order to survive and develop the organization requires Vietnam to have
economic strategies accordingly. the development and diversification of
forms of cashless payment technology with modern, versatile services
and global linkages in international practices to improve operational
efficiency through bank payment is required imperative for Vietnam's
banking system. sales and profitability of banking operations will
gradually significant proportion and become more important in the
business activities of the commercial banks. thus contributing to
promoting the development of the service commercial bank card
payment form was born with the advantages of the payment period, the
safety, efficiency and wide range of payment has and is becoming popular
payment tool and have an important position in the commercial banks in
general and Bank for Rural Development (Agribank) Vietnam in
particular.
Card services have many advantages in meeting customer needs for
usability, safety, widely used in the world, especially in countries with
developing economies. each bank has its own strategy to dominate the
market and brand development services your card. the development of
competitive card services banks now make consumer demand is
increasingly met and card services market is becoming ever more vibrant.
thus, to improve customer satisfaction for card services plays a very
important role and necessary.

under the guidance of Prof. teacher snow corn market tomorrow, I have
chosen the theme: "analyze and propose solutions to improve customer
satisfaction for debit card services of local agricultural banks and rural
development". contribute to understanding development, increasing
competitiveness of agricultural banks and fined rural Vietnam.
2. research objectives
the specific research objectives of the thesis are:
 study the basic theoretical issues of service quality
 evaluation of customer satisfaction with service quality in agricultural
bank card and Rural Development Vietnam


 propose solutions to improve customer satisfaction for domestic debit
card bank of agriculture and rural development.
3. research subjects and research scope
- The object of study is the satisfaction of our customers currently use the
services of local debit card banking and agricultural rural development.
- The scope of research: focus on assessment of customer satisfaction
with service quality of the domestic debit agricultural bank.
- Research findings as the basis for scientific management of agricultural
banks have a strategy to improve service quality and increase customer
satisfaction using debit card services in the domestic banking system
development of agriculture and rural areas.
4. Research Methods
thesis will proceed to collect the secondary data and primary. Secondary
data will be reported by the government and the banking industry and
agricultural rural development. Primary data will be collected through
the author surveys gather feedback directly from customers regarding
service quality domestic debit card.
thesis methods used include:

- Analytical methods
- The comparative method
- Statistical methods and
- Synthesis
5. thesis structure
in addition to the introduction, conclusion, list of references, appendices,
essays layout into 3 chapters:
Chapter 1: The rationale for quality service and customer satisfaction.
Chapter 2: Analysis of customer satisfaction for debit card services bank's
domestic agricultural and rural development.
Chapter 3: the solution to improve customer satisfaction with the service
for domestic debit card bank of agriculture and rural development.
Chapter 1: The theoretical basis of service quality and customer
satisfaction
1.1. quality and service quality
1.1.1. concept of quality


quality is a complex category that people usually encounter in their field
of activity. Today, many people often talk about "improving quality". So
what is quality? has a lot of definitions of quality, from the traditional
definition of strategic definitions, and these definitions complement each
other, helping us to understand, more fully in quality. the traditional
definition of quality is often described as a quality of something that is
built well and will survive for a long time. however, over time, the
definition of quality has become increasingly more strategic. Quality is
not the situation that it is a manufacturing process. authors would like to
present some views on the quality of the following:
- According to the Vietnamese dictionary, publisher cultural information
(1998), quality is "what makes the quality and value of things" or "that

make up the essence of things, this makes things different from other
things. "
- The legal standard - nfx 50-109: "the potential quality of a product or
service to satisfy user needs."
- According to ISO 8402 (1994): "Quality is a set of characteristics of an
entity created for that entity the ability to satisfy the stated or implicit
demand".
- By philip b.crosby (1996), to the point of "zero defect" - do it right the
first time, the quality is "conformance to requirements, not elegance."
This definition of strategic focus for efforts to fully understand the
expectations of a client organization and operation to meet these
expectations.
- Joseph. m. Juran (1999) defines quality as "conformance to user needs fitness for use" means the use of a product or service you can rely on the
products or services they need to products or services.
Here are some of the typical definitions of quality. each defined yet based
on the different approaches to quality issues and thus each have a notion
strengths and weaknesses. however, the definition of quality of
international organizations for standardization is a relative concept and
complete the most common today. it promoted the positive aspects and
overcome the limitations of previous concepts, the quality here is a
comprehensive look and more spacious.
However, the definition of joshep. m. Juran is considered the best because
it stands on the user's perspective and aims to satisfy the needs of users.


1.1.2. concept of service quality
1.1.2.1.khai service concept
today's service industry is considered as parts bring intangible value to
the economy. the many different definitions of services. Researchers
modern marketing Kotler and armstrong is defined service "means any

service or act that benefits one party can offer to another party that is
essentially intangible and does not provide the basis useful at all. "
a service concept is widely used in the field of quality management as
defined by ISO 9004-2:1991. "Service is bringing results through
interactive activities between suppliers and customers, as well as through
the activities of providers to meet the needs of consumers.''
under market economic perspective, services are regarded as a valuable
thing, other than material goods, but a person in an organization to
provide an organization or other person in exchange for something. This
concept is customer oriented perspective, because everything that the
service is determined by the value of the customer, the value of the
individual or organization, but may not be valid for individuals or other
organizations. Moreover, this concept of human interactions in the
formation services.
service is also understood to refer to the entire concept of operations that
our results do not exist as objects, not lead to the transformation of
ownership. or "service is a product or a process that provides a benefit or
a certain use value to customers directly, and often comes with a certain
physical product."
1.1.2.2. characteristics of the service
service is a special commodity and have the following features:
invisibility services: this is the basic feature of the service. services are
invisible, does not exist in the form of objects. for its invisible, nonexistent service, there are many difficulties for management,
administration and marketing services.
a pure service can not be evaluated using any public body senses before it
is purchased. characteristics often make consumers feel uncertain when
purchasing the service. customers can not really know what I'll get good
until they run out to test the service. Therefore, to reduce the level of
uncertainty, buyers will look for signs or physical evidence of service

quality. they will infer the quality of services from locations, people,
equipment, information materials, logos, prices that they feel.
services which are not separate between production and consumption of
services: services typically produced and consumed simultaneously.
manufacturing process associated with the service consumer. consumers
also engage in productive activities and provide services for yourself. so
customers can directly affect the performance of the service, at the same
time, customers can also interact in service. employees have a huge role
to results decentralized services should be indispensable in
implementing large manufacturing services and is very difficult.
service instability (or change) other goods have been standardized
features and services usually do not repeat the same way, it is difficult to
standardize. success of the service and customer satisfaction depends on
the actions, attitudes of staff. service quality depends on many
uncontrollable factors, the provision of services, the time and location of
the various services will create the same service. besides, our customers
are the people who decide the quality of service based on their feelings.
services usually performed personalization escapism from the rules. This
makes the service increases its instability.
services which are not stored: other services with the general goods in
inventory that it can not, not be stored, and can not transport from this
region to region. services such characteristics should the sale and
production of consumer services is limited by time. This feature also
unbalanced relationship between local supply and demand at different
times of day, week or month.
1.1.2.3. concept of service quality
service quality is a complex category and there are many different
interpretations. according to ISO-9001: 1996 (corresponding to ISO
9001:1994), the quality of service is of the appropriate level of services

and products to satisfy the requirements set out by the buyer or
predetermined. these requirements often change over time so suppliers
must periodically review the quality requirements.
as defined in the documentation of the quality management system ISO
9000: 2008 concept more simply, the quality level of service is a set of
inherent characteristics of services that meet the requirements. is


required to understand the needs and expectations have been published,
generally implied or obligatory.
service quality is an abstract concept, difficult to grasp by the specific
characteristics of services, access to quality created during service
delivery, usually occurs in the encounter between the customer and
employee communication.
current perspectives evaluate service quality based on customer
satisfaction and quality of service considered is the customer satisfaction
is determined by the comparison between perceived service and
expected service. This concept is in line with ISO 9001:2008, customer
satisfaction is understood as the customer's perception of the level of
response required.
service quality is evaluated not only compare the output with the
expected value of customers, but it also includes the operation of the
entire system provided. the activities that form a distribution. which led
to the recognition of the existence of two types of services: technical
quality and functional quality.
- Technical quality (technical quality) including the value of goods
actually received from service providers.
- Quality function (functional quality) including service delivery approach
to consumer services.
so, from the concept of the subject the author introduces the concept of

quality of service as follows: service quality is the satisfaction of our
customers feel the service consumer, the overall service bring the chain's
business interests and most fully satisfied the expected value of
customers in manufacturing operations and supply distribution services
in the first place.
1.1.2.4. factors affecting the quality of service
factors affecting the quality of service is divided into 2 groups of factors
within and external factors NOM
a. elements within
corporate insiders, the basic elements affecting the quality of service has
been identified that is 4m, which is:
- People (men) including the leadership, staff and business clients. Basic
human factor is important because: all processes are done by humans,
the requirements are man-made and Human Services.


- Methods and technologies (methods): methods of management,
technology, organization and management skills and organization of
production enterprises. with good materials, techniques and technologies
have modern equipment but do not know the labor management
organization, the organization of production, quality control organization
service, repair and maintenance of ... can not improve the quality of
services.
- Machinery and equipment (machines): the ability of technology,
machinery and equipment of the business. engineering, technology and
equipment have special importance and have a decisive impact on the
quality of service. engineering, technology, equipment pretty tight bond
mutual help improve and enhance the quality of services to satisfy
customer needs.
- Raw materials (materials) supplies, raw materials, fuel and

organizational systems to ensure supplies of raw materials business.
Here are the basic elements of the decisions that affect the quality of the
product.
b. external factors
- Market factors: demand characteristics of the movement is always
upward trend, so that the quality of service also depends on it. market
decide the level of quality of service businesses. Besides market helps
businesses better understand and grasp the demanding needs of
customers from which to meet customer requirements increasingly more
complete.
- Mechanisms and management policies: policies and regulatory
environment for the operation quality has a great effect, it acts directly or
indirectly to enhance the quality of every single service position,
stimulate and promote business investment in new equipment and
change management styles to create better products to meet customer
needs now and in the future, and create the competitive environment
required for enterprise to improve the quality of products and services
through which create mechanisms to protect the interests of businesses
and consumers.
- Provider: is one of the factors involved in the composition of the product
quality it directly affects the quality of services so that every business


needs to find the resources to provide quality materials with fine
standards to ensure that the proposed business.
1.1.3. customer satisfaction
Customer satisfaction is the primary goal of business, so a lot of research,
scientific literature published on this topic. by Spreng, Mackenzie, and
olshavsky (1996), customer satisfaction is seen as the foundation of the
concept of marketing to satisfy the needs and desires of our customers.

there are many different views on the evaluation of customer satisfaction.
Customer satisfaction is their reaction to the perceived difference
between that experience and the expectations (Parasuraman and CTG,
1988; Spreng and CTG, 1996). it means, that experience of customers
using a service and after service results provided are two factors that
make satisfaction.
in view of Kotler and Keller (2006), the level of satisfaction of the status
of a person feeling stems from the comparison of perceived benefits of a
product brought against that person's expectations. Accordingly,
satisfaction with the following three levels:
- If the customer feels smaller than expected, customers that are not
satisfied.
- If perceived by the customer expectations are satisfied.
- If greater sense expectation that the customer is satisfied or highly
excited.
by kano (1984), he said that each customer has 03 levels of demand are:
basic needs, expressed needs, potential demand.
- Basic needs: the need here is never manifested, if you meet this kind of
demand will not bring customer satisfaction, however otherwise
dissatisfied customers.
- Expression needs: this is the kind of demand that customers express
desire, waiting to achieve. he said, between customer satisfaction and
meet the needs of this linear relationship.
- Potential demand: this is the kind of customer needs that do not require,
however if there is a response from the service provider, the customer
satisfaction will increase.
a common theory to consider customer satisfaction theory "expectation confirmation". theory developed by Oliver (1980) and was used to study
customer satisfaction with the quality of the services or products of an

organization. theory that includes two small processes work
independently to customer satisfaction: service expectations before you
buy and feel the after service experience. This theoretical understanding
of the customer satisfaction process is as follows:
(1) first of all, customers forming in his mind the expectations of the
elements that make up the quality of services that providers can offer to
their customers before deciding to buy.
(2) then, the purchase of services and service users to contribute to
consumer confidence about the real performance of the service they are
using.
(3) customer satisfaction is the result of the comparison that effectively
brings the service between what they expect before you buy and what
services they received after using it.
there will be three cases of customer expectations:
- Confirmed the effectiveness of the service if it coincide with the
expectations of our customers.
- Will be disappointed if effective services in line with expectations,
customer expectations.
- Will be satisfied if what they feel and experience after using the service
beyond what they expect, expectation before buying services.
so can see customer satisfaction as the impact on the target, the
development strategy of the organization, business. the customer
satisfaction becomes an important asset in the effort to improve the
quality of the service, to maintain loyalty, enhance the competitiveness of
organizations and businesses. customer satisfaction is an important
factor to sustain long-term success in business and consistent business
strategy to attract and maintain customers (zeithaml and CTG, 1996).
1.1.4. relationship between service quality and customer satisfaction
relationship between service quality and customer satisfaction have been
many researchers to evaluate and generally concluded that the quality of

service and satisfaction that distinguishes the two concepts, but we have
clues closely related to each other.
Customer satisfaction is a general concept to express their satisfaction as
a consumer service, said the quality of service is of interest to the specific
components of the service (zeithaml & Bitner, 2000). by Oliver (1993)
service quality affects the level of customer satisfaction. means that


KHÁCH HÀNG

service quality is determined by many different factors, is a determinant
of satisfaction (Parasuraman, 1985, 1988).
practical work of Cronin & Taylor (1992) on the relationship between
service quality and customer satisfaction has been tested and concluded
that perceived service quality leads to customer satisfaction . service
quality is the premise of satisfaction and is a major factor affecting
satisfaction. therefore, to improve customer satisfaction, the service
providers to improve service quality. In other words, service quality and
customer satisfaction have a mutual relationship with each other closely,
which is the quality of the service is created first and then decide to
customer satisfaction . causal relationship between these two factors is
the key issue in most of the research on customer satisfaction.
Thông
tin truyềnservice
miệng quality
Nhu cầu cá nhân
Kinh nghiệm
1.2. measuring
1.2.1. quality gap model
Parasuraman's research for that service quality is the gap between

customer expectations of service they are using the real sense of service
Dịch vụ kỳ
they enjoy. authors have established
thevọng
gap model of service quality as a
basis for standardization and service quality evaluation services. from it
as the basis for
the formulation
of measures to overcome the poor quality
Khoảng
cách 5
of service.
Dịch vụ cảm nhận

Khoảng cách 4

Khoảng cách 1

Dịch vụ chuyển giao

Thông tin đến khách hàng

Khoảng cách 3

Khoảng cách 2

NHÀ CUNG CẤP DỊCH VỤ

Chuyển đổi cảm nhận của công ty thành tiêu chí chất lượng

Figure 1.1. 5 model service quality gap.
(Source: Parasuraman, ziethalm and berry, 1985, 1988)
The first gap occurs when there is a difference between customer
expectations of service quality and service managers feel about the
customer's expectations. basic points of this difference is due to the
company providing the service does not fully understand what
characteristics will make the quality of their services and how they are
delivered to customers to satisfy their needs .
Monday distance occurs when service companies have difficulty in
changing their perceptions of customer expectations of the


characteristics of quality. In many cases, companies can realize the
customer's expectations, but the company is not always possible to
convert these expectations into specific criteria for quality and delivered
them according to the customer's expectations characteristics of service
quality. major cause of this problem is the expertise of staff and service
workers too much about service. at times high demand for services as the
company did not meet.
The third gap occurs when service personnel are not transferred to the
customer service according to the defined criteria. the service staff
directly involved with customers, plays an important role in the process
of creating quality. however, not always employees can complete tasks
according to the criteria set out.
media advertising and mass media and the impact of customer
expectations of service quality. promises of advertising and promotion
programs can increase customers' expectations, but also can reduce the
quality that customers feel when they do not comply with what was
promised. this is about the fourth way.

Thursday gap occurs when there is a difference between the quality of
customer expectations and quality they really feel. quality of service
depends on the distance Thursday. Once customers feel no difference
between the quality and the quality they expect when they perceive a
service consumer, the service quality of the watch is perfect.
CTG & Parasuraman (1985) suggested that service quality is a function of
the distance Thursday. This distance depends on the Thursday before
that distance (the distance 1,2,3,4). Therefore, in order to shorten the
distance Thursday and increase service quality, service managers must
attempt to shorten this distance.
1.2.2. measuring service quality SERVQUAL model
1.2.2.1 model of service quality SERVQUAL
Parasuraman (1985) is a pioneer in research quality services. success of
research to create breakthrough means the business has been the result
of their service quality through evaluation studies of customers - who use
the service. SERVQUAL model (also called the gap model of service
quality) are assembled from two words "service" and "quality", many
researchers are pretty comprehensive assessment. then, SERVQUAL
model continue to improve through the focus on the concept of


"perceived quality" of consumers. the perceived quality of the customer's
objective assessment on the quality of service.
SERVQUAL consider two key aspects of service quality service is the
result (outcome) and service providers (process) is measured in 5
aspects that determine the quality of service that is reliable (reliability) ,
responsiveness (responsiveness), the visible (tangibles), the ability to
guarantee (assurance), and sympathy (empathy). 5 ways to measure the
quality of service, 22 questions were developed and widely used in the
recent study. SERVQUAL model is presented in Figure 1.2 below.

reliability: reliability is the ability to tell service providers accurately, on
time and right from the first prestige. This requires consistency in the
implementation of services and respect the commitments and keep
promises to customers.
responsiveness: measurement criteria is the ability to solve problems
quickly, willing to help and respond to customer needs effectively handle
complaints and willing to help customers and meet the customer
requirements. in other words, effectively serving as the feedback from the
service provider to what customers want.
Figure 1.2 Dimemsions of service quality
Assuarance

Sympathy

Tangibilities

Service
quality

Responsiveness

Reliability

Source: Parasuraman (1985)


empathy: empathy is concern, caring customer service, for customers
attentive treatment possible (Providing individual attention) helps
customers feel as "VIPs" of service and are always warmly welcomed
everywhere. human factors that make the core of this success and

attention to customer service as much as it will increase sympathy.
the guarantee: the employee's ability to create customer confidence. Here
are the elements that make up credibility, customer confidence is felt
through professional service, excellent knowledge, manners, courtesy and
good communication skills, so that customers feel peace of mind every
time you use the services of the business.
visibility: physical facilities, equipment, personnel ... the appearance of
the image is visible outside of the facilities, equipment, machinery and
demeanor of the staff, resources materials, manuals and communication
systems of the bank. Generally speaking all that the customer sees
directly with the eyes and the senses can impact factors.
1.2.2.2 measuring service quality
to start measuring five factors of service quality, Parasuraman (1985)
developed the scale of 22 variables. 22 variables are widely used to
measure the service quality of different services. Authors will also use 22
variables to measure the quality of customer service for the service
provided by the company. 22 variables are presented in Table 1.1 below.
Table 1.1: the variables measuring service quality
coding elements
reliability
stc1 card transactions are always carried out successfully
stc2 card transactions are accurately
stc3 system accept atm card and bank pos often works well
stc4 the difficulty in using the card, the bank provides very enthusiastic
responsiveness
tdu1 I can always contact the bank by phone 24/7
tdu2 I perform card transactions very quickly
tdu3 bank addressing my request quickly
tdu4 bank employee always willing to assist me in the process of using
the card

sympathy
scth1 system accept atm card, bank pos operate 24/7


scth2 bank branch locations and hours of operation for customer
convenience
scth3 the banker always pay attention and provide useful information
about the customer service card (promotions issuing new cards, ...)
scth4 banks often act for the benefit of customers
scth5 bank employees understand customer needs
assurance
sdb1 I feel safe making transactions through the card
sdb2 banker polite to me
sdb3 bank staff are always happy to receive comments and addressing
customer feedback.
sdb4 personal information and my credit card information is secure
I sdb5 bank fully informed about the features and benefits of the card
tangible factors
ythh1 card design creative and attractive cards
ythh2 system of bank card acceptance (atm, pos, branches ...) widespread
and easily recognizable
ythh3 system of bank card acceptance (atm, pos) modern and easy to use
ythh4 banker dressed nice, neat, polite
quality of service
cldv1 bank card services to meet most of the demand management of our
personal finances
cldv2 my bank card services using high quality
cldv3 I appreciate the quality of service my bank card was used
was built according to scale Likert scale from 1 to 5 level is completely
opposed (very dissatisfied) and 5 is strongly agree (very satisfied).

1.3. overview of the bank's card services
1.3.1. history and development of bank card services
bank card services business is a relatively new but also has a history of
formation and development during the past few decades between the
customer and the merchant unit is the heart of the business card.
primitive form of card is charg-it, a trading system be founded by jonh
biggins 1946. This system allows the customer to the transaction
described money at local retailers. POS units (CAU) to submit sales


receipts biggins bank, the bank will pay for them and collect money from
customers charg-use it.
This trading system have paved the way for the introduction of the credit
card holders by banks franklin national bank in new york-long island was
first released in 1951. here, clients submit a loan application and the
appraisal of solvency. customers will be eligible for the card browser. This
card used to pay for the acquisition of goods and retail services.
Merchants will record the payment on the customer information on the
card into the bill of sale. every merchant must contact the card issuer
requires only standard transaction exceeds an amount set by the banking
and financial institutions. then, the card issuer payment for the value of
goods merchant, discount services have a certain percentage to offset the
cost of the loan.
in 1960, Bank of America introduced the first product of its cards, card
bankamericard widespread development and a growing number of
banking and financial institutions become members of bankamericard.
by 1966, 14 U.S. banks interbank formed a new organization to function
as a focal point for information exchange on card transactions. in
subsequent years, 4 banks in california california change their name from
the western states association bank bank card association (wsba). wsba

expand its network of member financial institutions to the other banks in
the western United States. Their card is called mastercharge wsba allow
interbank organization to use the name and logo of your mastercharge.
in 1977, became bankamericard usa visa and later the international card
organizations (tctqt) visa. shortly thereafter, in 1979, along with the
growth of the service quality scale, became tctqt mastercharge
mastercard. members of the two organizations as well as the two
organizations themselves started buying the software program as well as
hardware equipment issue, payment and card management of external
companies for the purpose of information cost for members and facilitate
more for banking and financial institutions can participate in the system.
acquisition and application of the achievements of world science and
technology especially in information technology, systems become more
complete card. not only in relation to the period before the simple,
today's card system including tctqt, the banking and financial institutions,
companies supplying equipment and technical solutions, the companies


international telecommunications network ... with members and
customers to develop each day the system has built tctqt transaction
processing and information exchange on global release, license, payment,
verification, completion returns, claims and risk management
Today, in the 21st century it has been hard is the rise of the alternative
payment card checks in payment through the bank. Card services have
been widely used in many countries and regions.
1.3.2. concepts and characteristics of bank card services
bank card - electronic cash - liquidity is the most modern in the world
today, was born from the sale of subject merchandise and retail
development associated with the application of information technology in
the field bank.

bank card service payment instruments issued by banks to customers
used to pay for goods and services or withdraw cash within your balance
in deposit accounts or credit limit granted under the contract between
the issuing bank (issuing bank) and the cardholder. base and card
acceptance service providers claiming cash cardholders through central
banks and card issuing bank.
of the product retail services, bank services card bearing certain specific
characteristics:
bank card activity is the development of high-banking activities, as a
result of the development of science and technology (especially the
electronics, telecommunications and information) with the process of
liberalization and globalization operation of the financial services and
banking, and in particular the development of a global network of banks
and the link between the bank into a unity on the basis of a central
clearing.
bank card operations bring many benefits not only for the economy and
the banking system, but also with all cards. however, in addition to
utilities, service card is active potential risks and losses.
along with the means of non-cash payments such as: checks, payment
order, authorized to collect, internet banking, e-banking, home banking,
phone banking ... bank cards also contribute to reducing the rate of
payment cash in economic transactions.


compared to other payment instruments, the cost of investment in the
field of construction card issuance system and card payments are huge
long payback period.
bank card services requires a team of qualified staff expertise, and
business process experience to ensure smooth and safe operations, and
card to meet the requirements of the tctqt.

unlike other products, services, types of bank card services provide high
uniformity, product differentiation hardly. therefore, in order to compete
successfully in the banks tend to focus on activities related to product
marketing, after-sales service ... rather than focusing on creating feature
differences between the real products.
1.3.3. the role and benefits of bank card services
as a tool for non-cash payments, payment cards have a role and a great
deal of significance to the socio-economic background. card payments
attract individual deposits of strata in the bank and reduce the amount of
cash trpong circulation, contributing to reducing the cost of paper money
issuance, transport, storage and destruction of money.
accelerated payment card billing cycle in the economy because most
transactions within national and global scale are realized and paid online
(on-line)
Payment cards provide the basis for the implementation of the policy and
foreign exchange management platform created to enhance the
management of personal tax and business for the state. as well as state
banks can control all activities of any card transaction due to any
domestic commercial banks released.
increase sales and profits through the fees collected through the issuance,
payment and charge card ... from the merchant. on the other hand, to use
the bank card, the customer will have to have a certain amount of money
in their accounts at the bank. This amount can temporarily use the bank
for investment or lending profits while ensuring solvency of banks.
modernization of banking technology and improve technical skills. added
a new type of billing customer service force banks to equip modern
technical equipment, improved technology to offer our customers the
best in terms of payment, make security reputation, safety and efficiency
of banking operations. Bank employees also must constantly upgrade
their skills and professional to be able to meet customer requirements.

variety of banking services to meet the requirements of every customer.
fish products besides traditional service sectors such as banking: Receipt
of loans, payments ..., increasingly competitive environment and fierce
fierce so many different causes that the bank management to to the
concept of innovation in products and business practices of the bank,
which the bank's products also include other services (fiduciary, advisory,
brokerage) associated with the translation traditional services including
card services. that banks implement payment card services help
customers access conditions to a modern form of payment, multi-utility,
consistent with the development of society.
so, to make the business card service, usually the bank to conduct
professional activities include the issuance, settlement and operational
risk activities.
deployment of card transactions, in addition to effects from cardholder
fees banks are entitled to charge exchange due share from CPB charge
card payments through tctqt. Here is the basic profit on the basis of the
CIB and CIB revenues this offering interest-free regime and other
incentives for customers to expand the use of tag objects as well as
increasing sales using cards.
Chapter 1 concludes
to prepare for the design and analysis of studies concerned, Chapter 1
introduces the rationale for service quality and customer satisfaction as
well as the relationship between them. This chapter also presents the
model and tool to measure service quality which makes a theoretical
basis for the content in Chapter 2 of the thesis.


Chapter 2: Analysis of customer satisfaction for domestic debit card

Agribank
2.1. introduce agricultural bank and Vietnam Rural Development
(Agribank)
2.1.1. the formation and development
1988 Agricultural Development Bank was established in Vietnam Decree
dated 26/03/1988 53/hdbt of the Council of Ministers, on the basis of
the bank received from all state bank branches State district, rooms
agricultural credit, savings account at the bank state branch provinces.
dated 01.14.1990, the president signed the Council of Ministers decided
to set up the bank 400/ct Vietnam agricultural alternative agricultural
development bank Vietnam. dated 03.07.1994 No.90 by decision of the
Prime Minister, Vietnam agricultural banks operate under the model of
state-owned companies to structure functional distinction and
management functions operating.
dated 11.15.1996, the State Bank governor signed 280/qd-nhnn decided
to rename the Agricultural Bank of Vietnam Bank for Agriculture and
Rural Development Vietnam, abbreviated as Agribank. Agribank
operating model of 90 company, is now special category state, operating
under the Credit Institutions Act and under the direct management of
state-owned banks. with the new name, in addition to the functions of a
commercial bank, Agribank identified additional investment mission to
develop rural areas through the expansion of the capital investment, to
build long-term infrastructure technical quality for agriculture, forestry,
aquaculture contribute to the success of industrialization - modernization
of agriculture and rural areas. Agribank has proposed to establish,
implement and sponsor banks serve poor precursor of social policy
banks. this is a great pride of Agribank in economic development, poverty
reduction.
journey through 25 years of development and growth, affirms the role
Agribank is the largest commercial banks in Vietnam, leading the

commercial banking system in Vietnam capital, assets, human resources,
network and the number of active customers. until 31/12/2012,