Enhancing customer satisfaction on credit service quality for SMEs a research at JSC bank for foreign trade of vietnam operation center branch

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VIETNAM NATIONAL UNIVERSITY

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HANOI SCHOOL OF BUSINESS

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*** *** ***

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HSB-MBA PROGRAM

NGUYEN HOAI PHUONGMASTER THESIS

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ENHANCING CUSTOMER SATISFACTION ON CREDIT SERVICE
QUALITY FOR SMES: A RESEARCH AT JSC BANK FOR FOREIGN
TRADE OF VIETNAM –
OPERATION CENTER BRANCH

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MASTER THESIS

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Hanoi – 12/2017

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...


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Hanoi

Student name

: NGUYEN HOAI PHUONG

Class Instructor
Code of Discipline

: HSB-MBA 9
: PhD. Ngo Vi Dung
:
12/2017

–

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Hanoi – 12/2017


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VIETNAM NATIONAL UNIVERSITY

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HANOI SCHOOL OF BUSINESS
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HSB-MBA PROGRAM

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NGUYEN HOAI PHUONG

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MASTER THESIS

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ENHANCING CUSTOMER SATISFACTION ON CREDIT SERVICE

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QUALITY FOR SMES: A RESEARCH AT JSC BANK FOR FOREIGN
TRADE OF VIETNAM –
OPERATION CENTER BRANCH
Enhancing customer satisfaction on credit service quality for SMEs: A
research at JSC Bank for Foreign Trade of Vietnam – Operation Center

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Branch
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MASTER THESIS


Class Instructor

: HSB-MBA 9

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Instructor: PhD. Ngo Vi Dung

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1.27 cm

Code of Discipline:

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Student name

: NGUYEN HOAI PHUONG

Class Instructor
Code of Discipline

: HSB-MBA 9

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: PhD. Ngo Vi Dung

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:

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ĐẠI HỌC QUỐC GIA HÀ NỘI
KHOA QUẢN TRỊ VÀ KINH DOANH
---------------------

NGUYỄN HOÀI PHƢƠNG

ENHANCING CUSTOMER SATISFACTION ON CREDIT
SERVICE QUALITY FOR SMES: A RESEARCH AT JSC
BANK FOR FOREIGN TRADE OF VIETNAM –
OPERATION CENTER BRANCH
NÂNG CAO SỰ HÀI LÒNG CỦA KHÁCH HÀNG VỀ CHẤT LƢỢNG
DỊCH VỤ TÍN DỤNG DÀNH CHO KHÁCH HÀNG LÀ DOANH
NGHIỆP NHỎ VÀ VỪA TẠI NGÂN HÀNG TMCP NGOẠI THƢƠNG

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VIỆT NAM – CHI NHÁNH SỞ GIAO DỊCH

LUẬN VĂN THẠC SĨ QUẢN TRỊ KINH DOANH

HÀ NỘI - 2018

ĐẠI HỌC QUỐC GIA HÀ NỘI
KHOA QUẢN TRỊ VÀ KINH DOANH
---------------------

NGUYỄN HOÀI PHƢƠNG

ENHANCING CUSTOMER SATISFACTION ON CREDIT
SERVICE QUALITY FOR SMES: A RESEARCH AT JSC
BANK FOR FOREIGN TRADE OF VIETNAM –
OPERATION CENTER BRANCH
NÂNG CAO SỰ HÀI LÒNG CỦA KHÁCH HÀNG VỀ CHẤT LƢỢNG
DỊCH VỤ TÍN DỤNG DÀNH CHO KHÁCH HÀNG LÀ DOANH
NGHIỆP NHỎ VÀ VỪA TẠI NGÂN HÀNG TMCP NGOẠI THƢƠNG
VIỆT NAM – CHI NHÁNH SỞ GIAO DỊCH

Chuyên ngành: Quản trị kinh doanh
Mã số: 60 34 01 02
LUẬN VĂN THẠC SĨ QUẢN TRỊ KINH DOANH
NGƢỜI HƢỚNG DẪN KHOA HỌC: TS. NGÔ VI DŨNG

Hà Nội - 2018


Hanoi – 12/2017

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Hanoi – 12/2017


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DECLARATION

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The author confirms that the research outcome in the thesis is the

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result of author‘s independent work during study and research period and it is
not yet published in other‘s research and article.
The other‘s research result and documentation (extraction, table,

figure, formula, and other document) used in the thesis are cited properly and
the permission (if required) is given.
The author is responsible in front of the Thesis Assessment
Committee, Hanoi School of Business, and the laws for above-mentioned
declaration.
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Hanoi, date of …… / …… /……..22/01/2018

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Nguyen Hoai Phuong

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ACKNOWLEDGEMENT

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I hereby certify that I am the sole author of this thesis and no part of

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this thesis has been published or submitted for publication. I certify that, my
thesis does not violate anyone‘s copyright. Additionally, all ideas, quotations,
or material from the work of other people included in my thesis, published or
otherwise, are fully acknowledged with the standard of references.
I declare that this is a true copy of my thesis. The content of this thesis

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has been approved by the committee of Vietnam National University, Hanoi –
Hanoi School of Business (HSB). This thesis has not been submitted for a
higher degree to any other University or Institution.
In order to finish this project successfully, I have received many helps,

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supports and guidance from many people who I would like to thank sincerely.
First of all, I would like to thank all the professors of MBA program,
especially PhD. Ngo Vi Dung – my suporvisor. Then I would like to thank
deeply the respondents and interviewees who allowed me to gather enough
data for this research. Finally, I would like to express my thanks to my family,
my colleges and my fellow friends who created convenient conditions and
give me encouragement and understanding for me to complete this degree.
I sincerely thank you!

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Hanoi, date of …… / …… /……..22/01/2018

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States)


Nguyen Hoai Phuong

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MỤC LỤCTABLE OF CONTENTS

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DECLARATION
ACKNOWLEDGEMENT
TABLE OF CONTENTS
ABBREVIATION ....................................................................................... iii
LIST OF FIGURES ................................................................................. iiiiii
LIST OF TABLES ................................................................................. viiiiii
CHAPTER 1. INTRODUCTION ............................................................ 111
1.1. Rationale ............................................................................................. 111
1.3. Aims of research.................................................................................. 776
1.4. Object of research................................................................................ 776
1.5. Scope of research................................................................................. 776
1.6. Thesis structure ................................................................................... 776
CHAPTER 2. THEORETICAL BACKGROUND............................... 1087
2.1. Some basic concepts ......................................................................... 1087
2.2. Value Proposition Design .............................................................. 201412
2.2.1. Authors Introduction .................................................................. 201412
2.2.2. Summary .................................................................................... 211513
2.2.3. The Value Proposition Canvas.................................................... 211513
2.2.4. Value Proposition Design ........................................................... 231715
CHAPTER 3. RESEARCH METHODS........................................... 402621
3.1. Research strategy........................................................................... 402621
3.2. Research Process: .......................................................................... 402621
3.3. Data collection methods ................................................................ 412621
3.3.1. Secondary Data collection method.............................................. 412621
3.3.2. Primary data collection method .................................................. 412721

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3.4. Sample Seclection ......................................................................... 432923
3.5. Interview ....................................................................................... 453024
3.6. Synthesize answers and Set up Value Proposition Canvas ............. 453025
3.7. Concentrate on 10 characteristic of Great Value Proposition Design
............................................................................................................. 463125
3.8. Propose solutions to improve Value map. ...................................... 463125
CHAPTER 4: REASEARCH RESULTS.......................................... 473226
4.1. Introduction of the JSC Bank for Foreign Trade of Vietnam and
Operation Center Branch ...................................................................... 473226
4.1.1. Introduction of the JSC Bank for Foreign Trade of Vietnam ...... 473226
4.1.2. Introduction of VCB - Operation Center Branch ........................ 503428
4.1.3. SMEs Department at VCB-SGD................................................. 533730
4.2. Research Results ........................................................................... 553932
4.2.1. Customer Profile......................................................................... 553932
4.2.2. Value map .................................................................................. 624637
4.2.3. Fit Map ....................................................................................... 665041
4.2.4. Concentrate on 10 Characteristics of Great Value Proposition .... 735344
4.2.5. Solutions for enhancing customer satisfaction on credit services for
SMEs at SGD-VCB.............................................................................. 755545
CHAPTER 5: CONCLUSION, LIMITATION AND IMPLICATION
............................................................................................................. 795949
5.1.Conclusions .................................................................................... 795949
5.2. Limitations .................................................................................... 795949
5.3. Implications ................................................................................... 816150
REFERENCES ................................................................................... 846252
APPENDIX A. QUESTIONNARE FOR SME CUSTOMERS ....... 906454
APPENDIX B. QUESTIONNARE FOR CREDIT OFFICERS ...... 966756

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CHAPTER 1. INTRODUCTION

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1.1. Rationale

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1.2. Literature review

Field Code Changed

1.3. Aims of research

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1.4. Object of research

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1.5. Scope of research

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1.6. Thesis structure
CHAPTER 2. THEORETICAL BACKGROUND
2.1. Some basic concepts
2.2. Value Proposition Design
2.2.1. Authors Introduction
2.2.2. Summary
2.2.3. The Value Proposition Canvas
2.2.3.1. Customer Profile
2.2.3.2. Value Map
2.2.3.3. Fit
2.2.4. Value Proposition Design
2.2.4.1. Prototyping Possibilities

2.2.4.2. Starting Points
2.2.4.3. Understanding Customers
2.2.4.4. Making Choices
2.2.4.5. Finding the Right Business Model
2.2.4.6. Designing in Established Organizations
CHAPTER

3.

INTRODUCTION

COMMERCIAL BANK

ABOUT

JOINT

STOCK

FOR FOREIGN TRADE OF VIETNAM

AND OPERATION CENTER BRANCH.
3.1. Introduction of the JSC Bank for Foreign Trade of Vietnam
3.2. Introduction of the JSC Bank for Foreign Trade of Vietnam - Operation
i


Center Bran ch
3.3. SMEs Department at VCB-SGD
CHAPTER 43: RESEARCH METHOD

34.1. Research strategy
34.2. Research Process
34.3. Data collection methods
34.3.1. Secondary Data collection method
34.3.2. Primary data collection method
43.4. Sample SeclectionSelection
34.5. Interview
34.6. Synthesize answers and Set up Value Proposition Canvas
34.7. Concentrate on 10 characteristic of Great Value Proposition Design
34.8. Propose solutions to improve Value map
CHAPTER 45: RESEARCH RESULTS
4.1. Introduction of JSC Bank for Foreign Trade of Vietnam and Operation
Center Branch
4.1.1. Introduction of JSC Bank for Foreign Trade of Vietnam
4.1.2. Introduction of VCB - Operation Center Branch
4.1.3. SMEs Department at VCB-SGD
54.21. Summarize interviewee‘s answer about ―Customer Profile‖Research
Results
4.2.1. Customer Profile‖
54.21.1.1. Customer Jobs
54.1.22.1.2. Gains
5.1.34.2.1.3. Pains
54.2.2. Summarize interviewee‘s answer about ―Value map‖
54.2.2.1. Product and Service
ii


54.2.2.2. Gain creators
54.2.2.3. Pain Relievers
54.2.33. Fit Map

54.2.44. Concentrate on 10 Characteristics of Great Value Proposition
54.2.55. Solutions for enhancing customer satisfaction on credit services for
SMEs at SGD-

VCB

4.2.5.1. Reduce processing time
4.2.5.2. Building professional communication skills with customers
4.2.5.3. Proposals on credit policies for VCB head office
CHAPTER 56: CONCLUSION, LIMITATION, IMPLICATION

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65.1. Conclusion
65.2. Limitation

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65.3. Implication
REFERENCES
APPENDIX A
APPENDIX B

iii


ABBREVIATION

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VCB

JSC Bank for Foreign Trade of Vietnam

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JSC Bank for Foreign Trade of Vietnam – Operation Center

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Branch

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SMEs

Small and medium enterprises

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VPD

Value Proposition Design

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VP

Value Proposition

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VCB-SGD

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i


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LIST OF TABLESFIGURES

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Table 2.1: Six Techniques to Gain Customer Insights .......................... 272122
Table 2.2: 10 Characteristic of Great Value Proposition ....................... 292323
Table 2.3: Distinguish between improve and invent ............................. 302425

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Table 3.1: List of customers interviewed in flame of this research ....... 442937
Table 3.2: List of credit officer interviewed in flame of this research ... 453037
Table 4.1: Labor Force of VCB-SGD, as of June 2017......................... 513542
Table 4.2: Financial Indicators of VCB-SGD for the period 2012 – 2016
............................................................................................................. 523643
Table 4.3: Share of profit before tax of VCB-SGD in the whole system of
Vietcombank for the period 2012 – 2016 ............................................. 533744
Table 4.4: The implementation of business plans in 2016: ................... 553945
Table 4.5: Strengths and weaknesses of credit services for SMEs as suggested
by credit officers .................................................................................. 644753
Figure 2.1 The relationship between service quality and customer satisfaction

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Figure 2.12: ―The Value Proposition Canvas‖

24

Figure 2.23: ―Ad-libs value proposition template‖ 25
Figure 3.1: Organization Chart of VCB-SGD

28

Figure 43.1: Flowchart of research process 29
Figure 34.1: Organization Chart of VCB-SGD

28

Figure 5.14.2: ―Customer Profile‖ of credit service for SMEs at VCB-SGD
33
Figure 5.24.3: ―Value map‖ of credit service for SMEs at VCB-SGD 34
Figure 5.34.4: Value Proposition Canvas of credit service for SMEs at VCB1


SGD 43
Figure 5.44.5: Fit map

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Figure 5.54.6: Disbursement process

1


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LIST OF FIGURESTABLES

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Figure 2.1 The relationship between service quality and customer satisfaction

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............................................................................................................. 201416

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Figure 2.1: ―The Value Proposition Canvas‖ ........................................ 221618
Figure 2.2.: ―Ad-libs value proposition template‖ ................................ 251920

Figure 3.1: Flowchart of research process ............................................ 412634
Figure 4 .1. Organization Chart of VCB-SGD ...................................... 513542
Figure 4.2: ―Customer Profile‖ of credit service for SMEs at VCB-SGD
............................................................................................................. 675055
Figure 4.3: ―Value map‖ of credit service for SMEs at VCB-SGD....... 685056
Figure 4.4: Value Proposition Canvas .................................................. 695157
Figure 4.5: Fit map ............................................................................... 725259
Figure 4.6: Disbursement process ......................................................... 755562
Table 2.1: Six Techniques to Gain Customer Insights

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Table 2.2: 10 Characteristic of Great Value Proposition

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Table 2.3: Distinguish between improve and invent
Table 2.3: Distinguish between improve and invent
Table 3.1: Labor Force of VCB-SGD, as of June 2017
Table 3.2: Financial Indicators of VCB-SGD for the period 2012 – 2016
Table 3.3: Share of profit before tax of VCB-SGD in the whole system of
Vietcombank for the period 2012 – 2016
Table 3.4: The implementation of business plans in 2016
Table 43.1: List of customers interviewed in flame of this research
Table 34.2: List of credit officer interviewed in flame of this research
Table 2.3: Distinguish between improve and invent

v

Table 43.1: Labor Force of VCB-SGD, as of June 2017
Table 43.2: Financial Indicators of VCB-SGD for the period 2012 – 2016
Table 43.3: Share of profit before tax of VCB-SGD in the whole system of
Vietcombank for the period 2012 – 2016
Table 43.4: The implementation of business plans in 2016
Table 5.14.5: Strengths and weaknesses of credit services for SMEs as
suggested by credit officers

vi


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