OPEN UNIVERSITY MALAYSIA ASSIGNMENT FACTORS MARKET IMPACT BUSINESS RESULTS OF THE STATE OWNED COMMERCIAL BANK IN HO CHI MINH CITY Associate professor: Dr NGUYEN THE KHAI Prepared by: NGUYEN DUY MINH ID: 14968 Class: MBA.OUM0313–K08B HCMC AUGUST 2014 BUSINESS RESEARCH METHODOLOGY ACKNOWLEDGEMENTS First of all, I would like to express my deepest gratitude to My lecturer – Dr.Nguyen The Khai, who spent a lot of time and effort imparting knowledge about the subject – Business Research Methods to me; Second of all, I really appreciate all the help which I get from my Colleges of Finance and Customs located at B2/1a, 385 street, District They are persons who have been a useful source of support and ideas for me to develop this paper; At last, I really take this chance to express my thankfulness to my wife, Thai Tran Van Hanh, who spends much time not only reading and correcting my draft with great care but also giving a lot of valuable suggestions to me BUSINESS RESEARCH METHODOLOGY Page SEMESTER 2014 BMBR5103 – BUSINESS RESEARCH METHODS ASSIGNMENT (60%) CONTENTS CHAPTER 1: OVERVIEW 1.1 The necessity of the Assignment 1.2 Objectives of the Assignment 1.3 Object and scope of research 1.4 Research methodology 1.5 Layout of the assignment 1.6 Novelty of assignment 2.1 Overview of market–oriented business result 2.1.1 The concept of business result 2.1.2 The concept of market orientation 2.2 The relationship between business result and market orientation 11 2.3 Research models relates to business results according to market orientation 14 2.4 Research factors in accordance with orienting market impact on business results of state–owned commercial banks 17 2.4.2 Factors in accordance with market orientation impact business results of the system's state–owned commercial banks 22 2.4.2.1 Actual business results of Vietnam's banking system 22 2.4.2.2 Factors affecting the business results of the state–owned commercial bank according to market orientation: 24 2.5 Recommended models and hypotheses 29 BUSINESS RESEARCH METHODOLOGY Page CHAPTER 3: RESEARCH METHODOLOGY 33 3.1 Research Process 33 3.2 Research Methodology 34 3.2.1 Qualitative Research 34 3.2.2 Quantitative Research 34 3.3 The Sample 35 CHAPTER 4: RESEARCH RESULT 37 4.1 The inspection 37 4.2 Database description 43 4.3 Correlation coefficient analysis 44 4.4 Regression method 49 CHAPTER 5: CONCLUSIONS AND RECOMMENDATIONS 61 5.1 Conclusions from the research 61 5.2 Recommendations 61 5.2.1 Customer orientation 61 5.2.2 Competitor orientation 62 5.2.3 Interrelation, cooperation between functional units 63 5.2.4 Profit orientation 63 5.2.5 Response sensitivity 63 5.3 Limitations of the research and the coming study orientation 64 REFERENCE 66 APPENDIX 68 BUSINESS RESEARCH METHODOLOGY Page CHAPTER 1: OVERVIEW 1.1 The necessity of the Assignment The Vietnam became a member of the WTO Organization on 07/11/2006, which opened a route of opening of Vietnam's banking system Therefore, Vietnam's banking system shall perform its obligations and comply to operation principles in commercial service For example, according to most–favored–nation (MFN) – defined in the General Agreement on Trade in Services, (GATS), Vietnam has obligation to treat equally to all countries, if Vietnam gives preferential conditions to one country they must spend that incentives for all member counties According to principle of National treatment of equal treatment obligations between domestic and foreign enterprises, particularly in the banking sector, Providers of foreign banking services can enjoy equal privileges with providers of Vietnam banking services or foreign credit institutions licensed to operate in Vietnam will b treated equally with domestic ones etc By November, 2011, after years joining the WTO, Vietnam has removed any limits on the right to accept deposits in Vietnam dong from Vietnam entities This required Vietnam banking system in general and state–owned commercial banks in particular should catch up with the trend, or creating customer demand to improve operational efficiency and competition capacity according to market principles From the practical study on "The market–oriented factors that affect to business results of the state–owned commercial banks in the Ho Chi Minh City” to provide recommendations for improving business results to state–owned commercial banks according to market orientation 1.2 Objectives of the Assignment The Assignment focuses on main objectives: – Identify market– oriented market factors that have impact on business results of the state–owned commercial banks in Ho Chi Minh City; BUSINESS RESEARCH METHODOLOGY Page – To propose recommendations for improving business performance through market–oriented factors for the state–owned commercial banks in Ho Chi Minh City; However, with limited time, Assignment only offer research model and run a number of variables on the basis of SPSS software to analyze and to give research way to develop the assignment in the next assignments 1.3 Object and scope of research The study focused on the study’s object of market–oriented factors that have impact on business results of the state–owned commercial banks1 in Ho Chi Minh City including: The survey was conducted on the hierarchical management and direct sales staff of the state–owned commercial banks in Ho Chi Minh City; – Director/Deputy Director of Transaction Department/Branch – Head/Deputy Head of Business Unit of Transaction Department/Branch – Head/Deputy Head of Transaction office – Credit expert/Officer/Credit Support/Teller These are objects that have strong impact on strategy planning and implementation of market–oriented activities as well as those who interact directly with customers Moreover, the knowledge and experience of these above objects are suitable for research goals 1.4 Research methodology The study was carried out over stages and included the combination of Source: http://www.sbv.gov.vn/portal/faces/vi/vilg/vilgpages_hethongtctd/nhtmnhanuoc?_afrLoop=25977364233226 &_afrWindowMode=0&_afrWindowId=2cz7fka93_1#%40%3F_afrWindowId%3D2cz7fka93_1%26_afr Loop%3D2597736423322600%26_afrWindowMode%3D0%26_adf.ctrl–state%3D2cz7fka93_129 BUSINESS RESEARCH METHODOLOGY Page qualitative and quantitative research methods – In the qualitative study stage, basing on theory of market orientation, students used qualitative research methods to explore and find out the factors needed to impact business results in the field of banking and finance These methods include group discussions, in–depth interview some senior leaders of the banks in Ho Chi Minh City, as well as expert opinion collection method based on the market –oriented factors affecting to business performance The goal of qualitative surveys to calibrate scales measuring relationship business results and the market –oriented factors The scales applied in research are scales of (Narver, JC and Slater, SF, 1990), (Deng, S and Dart, J., 1994), (Gray, B., et al., 1998) and (Wua, SF and Cavusgil, T., 2006) – Stage 2, quantitative research, which was carried out by quantitative research methods used to test the scale of the market–oriented factors affecting to business results that have been explored and found during qualitative study period – Formal questionnaire after adjusting scale in qualitative research phase is applied to conduct direct quantitative survey with respondents Next students start measuring the impact of these factors to the business results of some State–owned commercial banks The qualified questionnaire will be entered directly on SPSS software to create analysis data for the research project The scales used in this study was assessed through Cronbach’s alpha reliability coefficient SPSS 17 and Excel 2013 is used to analyze the data 1.5 Layout of the assignment Chapter 1: Overview This chapter gives a brief overview on the assignment, objectives, objects, scope, methodology and content of the assignment Chapter 2: Theoretical Foundations of market–oriented factors affecting to business results BUSINESS RESEARCH METHODOLOGY Page Chapter introduces the theoretical basis on market oriented factors, business performance and measuring methods for these factors to improve business results and to propose research model and hypotheses of the assignment It also provides an overview of researches on the impact of market orientation to business performance in the enterprise Chapter 3: Research Methodology Chapter introduces the methodology, research process and preliminary quantitative research results to calibrate scale On the theoretical basis presented in Chapter and preliminary quantitative research results, the study proposes calibration scale and formal questionnaires to measure market–oriented factors affecting business performance of State–owned commercial banks in Ho Chi Minh City Chapter 4: Research results This chapter presents analytical methods, analysis process and official quantitative research results to verify scale and study model as well as hypotheses The results of research are saved on SPSS 16 software and Excel 2013 version Chapter 5: Conclusions and Recommendations The final chapter of the thesis summarizes the main results of the study, the contribution and the implications for improving business performance in the State– owned commercial banks according to maket–orientation and at the same time give the limitations of the study and direction for further research 1.6 Novelty of assignment The concept of market orientation is not a new concept which has been research by the world and Vietnam researchers for over 50 years in most fields from manufacturing to service, from business organizations to non–profit organizations However, partly due to the slow equitization process of the State–owned commercial banks compared with the life history of this concept, no study for the Vietnam State–owned commercial banks in general and in Ho Chi Minh City in particular has been conducted BUSINESS RESEARCH METHODOLOGY Page The assignment is not aim to build a new theory of market orientation, business performance in the financial and banking sector, but focus on the market–oriented factors really affecting to business results in State–owned commercial banks in Ho Chi Minh City, then to propose recommendations to help the bank improve business results during the integration period BUSINESS RESEARCH METHODOLOGY Page CHAPTER 2: THEORETICAL FOUNDATIONS OF MARKET–ORIENTED FACTORS AFFECTING TO BUSINESS RESULT 2.1 Overview of market–oriented business result 2.1.1 The concept of business result Business Result is defined as the achievement of the enterprise’s goals and is a measure of business performance in each period Business result is measured by achieved profit, growth, market share, sales and other strategic goals (Homburg, C et al., 2007); (Yeniyurt, S., et al., 2005) (Hughes, M., et al., 2007) in their study give ways to measure business result such as: customer performance and product performance In which, customer performance is often measured by customer attraction and customer retention (Hansotia and Behram, 2004); (Jayachandran, S., et al., 2004); (Chandon, P et al, 2005) Therefore, according to (Hughes, M., et al., 2007) performance measurement is based on what effect the enterprise create to create the attraction, retention, the reuse of the customer and create loyal customers Meanwhile, the product performance is measured by the success of the enterprise relying on sales and market share of product/service provided into the market Business effectiveness is defined as the degree on which achieved objectives based for addressed issues In contrary to the performance, effectiveness is determined without taking into account cost While performance means “correct performance”, effectiveness means “doing right work” 2.1.2 The concept of market orientation Market orientation is one of the most important concept of modern marketing (Pandelica, A et al., 2009) This term was first known in developed countries from the years of 1957 – 1960 but only understand academically and theoretically (McKitterick, 1957); (T Levitt, 1960); (Deng, S and Dart, J., 1994) Baker and Sinkula in a 1999 study showed that market orientation is a guideline for handling information obtained from the market of the enterprise At the same time, BUSINESS RESEARCH METHODOLOGY Page CHAPTER 5: CONCLUSIONS AND RECOMMENDATIONS 5.1 Conclusions from the research Contents of the Chapter presented the analysis of the research findings and discussion in details about the study results Contents of the Chapter presented the main conclusions and suggested some policies based on the research findings discussed in Chapter Research conclusion: The study results were analyzed on the survey with 280 valid observations conducted for business employees in a number of the state–owned commercial banks in Ho Chi Minh City to test the impacts of these factors under market orientation to business results Analytical result was conducted under Cronbach's alpha scale inspection and regression analysis (Regression) The results showed that in the inspection relationships, 05 factors impacted though varying degrees, to the business performance of the state–owned commercial banks in Ho Chi Minh City, in which the response sensitivity factor was the most powerful impact followed by profit orientation; competitor orientation; interaction between the functional units and customer orientation respectively The results are similar to those of studies (Narver, JC and Slater, SF, 1990), (Deng, S and Dart, J., 1994), (Gray, B., et al., 1998) and (Lai, VT and Hua, KPM, 2007) tested in businesses in Ho Chi Minh City 5.2 Recommendations 5.2.1 Customer Orientation In fact, in loan structure of the state–owned commercial banks focusing on the state–owned corporations and enterprises with inefficient operation, segmentation for this customer group caused bad debt at an alarming rate, forcing the sector to establish risk provisions of risk leading to significant impact to business results The state–owned BUSINESS RESEARCH METHODOLOGY Page 61 commercial banks should build customer–oriented strategies through the following activities:  Increasing the monitoring and approval for funding in which focusing on evaluating economic efficiency, purpose and actual use of capital in each project, avoiding chasing credit growth at all costs in the past time;  Increasing credit limits for customers as individuals, remittances less risk of bad debts based on competitive advantages on network of domestic transaction points and overseas agent system;  Develop customers including small and medium private enterprises 5.2.2 Competitor Orientation According to statistics of the total market share of deposits and credits of the total banking system currently operating in Vietnam, the market share of the state– owned commercial bank sector fell sharply for past 05 years For deposit market share as of March, 2014, the state–owned commercial banks only accounted for 43.40%, 13.70% decrease compared to December, 2008 while the joint stock commercial bank sector increased its market share from 33.10% in 2008 to 47.10% in March, 2014 (increasing by 14%), the mobilized market share of joint–venture banks, foreign banks little changed, down to 0.80% in 05 years Similarly to mobilized market share, credit market share of the state–owned commercial banks also declined significantly, from 58.10% in 2008 to 51.80%, the decline was transferred to joint stock commercial bank sector To this time, it is possible to identify the main competitors of the state–owned commercial bank sector as the joint stock commercial bank sector So the task of maintaining current market share is one of the important tasks in the business strategy of the state–owned commercial bank sector through the following recommendations:  Enhancing PR and Marketing activities over the system in order to improve brand recognition of the sector;  Restructuring targeted customers in which focusing on exploiting and developing objected customers that the banks have a competitive advantage;  Develop culture of information sharing in organizations through organizing BUSINESS RESEARCH METHODOLOGY Page 62 regularly and quarterly seminars, presentations on business strategies of competitors 5.2.3 Interrelation, cooperation between functional units For the state–owned commercial bank sector, this factor preceded by response sensitivity has a strong impact to business results, so the state–owned commercial bank sector should foster and develop “open” cultural in sharing of experience between units in the organization by the following measures:  The state–owned commercial bank sector should create a working environment in which all members commit to serve targeted customers and markets The banks also should consider sharing resources and experiences between the functional units a competitive advantage that any business unit cannot also build up and that culture will impact positively on the business performance as tested through scientific researches in many different countries in many different business sectors  The banks should communicate and obtain strong consensus on objectives and strategies from all members of the organization The banks should also consider all members in the organization colleagues to lead the organization to achieve goals 5.2.4 Profit Orientation This is a factor to be taken Deng et al in 1994 to measure market orientation of the enterprise However, this factor has not received adequate attention from the state– owned commercial banks Profit is the final and the most important factor to assess firms in each period, so the banks need to develop different profit targets for different groups of customers, different product lines/services, different business areas and from different business units (branches, transaction offices, etc) This is the basis for the bank to review and screen factors affecting profit goals of the banks, thereby give appropriate directions and strategies for each segmented customer, each product line/service, each region and each different business units in each period 5.2.5 Response Sensitivity This is the most powerful factor of 05 studied factors to business performance of the state–owned commercial bank sector With this factor, the banks are suggested to BUSINESS RESEARCH METHODOLOGY Page 63 focus on attracting, training and developing competent management team to adapt to the constantly changing business environment These competent managers adapting the changing business environment will be active in business and become managers who make differences to the banks through:  Be proactive in capturing changes from customer needs, thereby developing new service products before competitors, tending to create new demand for customers;  Be agile and timely responses to changes in macro business environment such as socio–economic situation, management policy, interest rates, etc to micro– environment of the bank such as resources, technology, time, etc or competition from rivals 5.3 Limitations of the research and the coming study orientation Some limitations of the study when interpreting the results above are the open direction for further research The first limitation is the results tested only with some state–owned commercial banks operating in Ho Chi Minh City The number of samples is small (280 samples from a quantitative study) for the reality Second, the study tested only generally without detailed analysis on each bank, each branch, each bank transaction nor details for each activity or each banking products, etc The different business units may have different market–oriented activities for each product and service or each different type of customer or different market orientation in each specific position On the basis of this study, there may be some differences between the state– owned commercial banks in Ho Chi Minh City and other areas such as Hanoi, the Central and Highlands, the Western, etc., or between the state–owned commercial banks and the private joint stock commercial banks in Vietnam Therefore, the further studies should further test the research model with the state–owned commercial banks in other regions of the country, or to the private commercial banks to increase the generalization of the model BUSINESS RESEARCH METHODOLOGY Page 64 Finally, this study only considers the market oriented factors (Customer Orientation, Competitor Orientation, Interaction between the functional units, profit orientation and response sensitivity) while there are many other factors impacting directly or indirectly to the business performance of enterprises need considering in the next studies to get a general model of the factors affecting the business performance These factors can be the development research orientation and the learning orientation in enterprises, etc BUSINESS RESEARCH METHODOLOGY Page 65 REFERENCE Baker, W.E and Sinkula, J.M (1999) "Learning Orientation, Market Orientation, and Innovation: Integrating and Extending Models of Organizational Performance" Journal of Market Focused Management, (4), 295–308 Cynthia, R.C., et al (2003) "A Meta–analysis of Relation between Market Orientation and Business Performance: Evidence from five Continents" International Journal of Research in Marketing, 21, 179–200 Deng, S and Dart, J (1994) "Measuring Market Orientation: A multi factor, multiitem approach" Journal of Marketing Management, 10 (8), 725–742 Deshpande, R., et al (1993) "Corporate culture, customer orientation, and innovativeness in Japanese firms: A quadrad analysis" Journal of Marketing, 57 (1), 23–37 Gray, B., et al (1998) "Developing a better measure of market orientation" European Journal of Marketing, 32 (9/10), 884–903 Hughes, M., et al (2007) "Exploitative Learning and Entrepreneurial Orientation Alignment in Emerging Young Firms: Implications for Market and Response Performance" British Journal of Management, 18 (4), 359–375 Keh, H.T et al (2007) "The effect of entrepreneurial orientation and marketing information on the performance of SMEs" Journal of Business Venturing, 22, 592–611 Kohli A.K., et al (1993) "MARKOR: A measure of market orientation" Journal of Marketing Research, 30 (4), 467–477 Lafferty, B and Hult, G (2001) "A synthesis of contemporary market orientation perspectives" European Journal of Marketing, 35, 92–109 Lại, V.T Hứa, K.P.M (2007) "Nâng cao hiệu quản lý doanh nghiệp ngành du lịch khách sạn theo định hướng thị trường" Tạp chí phát triển khoa học công nghệ, 10 (8), 67–76 BUSINESS RESEARCH METHODOLOGY Page 66 Narver, J.C and Slater, S.F (1990) "The Effect of A Market Orientation on Business Profitability" Journal of Marketing, 54, 20–35 Porter, M (1985) Competitive Advantage New York: The Free Press William G Zikmund Barry J Babin Jon C Carr Mitch Griffin (2013) “Business Research Methods”, Ninth Edition William O Bearden (Editor), Richard G Netemeyer (Editor), Kelly L Haws (Editor) (2011) “Handbook of Marketing Scales” Wua, S.F and Cavusgil, T (2006) "Organizational learning, commitment, and joint value creation in interfirm relatioships" Journal of Business Research, 59, 8189 BUSINESS RESEARCH METHODOLOGY Page 67 APPENDIX QUESTIONNAIRE SUBJECT: THE STUDY OF FACTORS AFFECTING STATE–OWNED COMMERCIAL BANKS’ BUSINESS PERFORMANCE IN HO CHI MINH CITY MARKET DRIVEN ORIENTED Associate professor: Dr NGUYEN THE KHAI Prepared by: DUY NGUYEN MINH Ladies and gentlemen, My name is Nguyen Duy Minh, currently as a student in Master of Business Administration program in Open University Malaysia (OUM) I have been doing the research "The study of factors affecting business performance of the state–owned commercial bank in Ho Chi Minh City market driven oriented" Please take some time to let me know your opinions about issues which are listed in the survey questionnaire below Your comments will have very important contribution to the success of this research Please help me pass the same questionnaires to your colleagues, friends, or partners who are working in the state–owned commercial banks in Ho Chi Minh City in order that I may have more necessary input data for my study Thank you for your support and wish you all the best Nguyễn Duy Minh (Mr.) Email: duyminh.tchq@gmail.com Tel: (08) 37307852; HP: 0909.178.466 115/16 385 Street, Tang Nhon Phu A Ward, District 9, HCMC BUSINESS RESEARCH METHODOLOGY Page 68 In five banks in Ho Chi Minh City listed below, which bank have you been working for? Vietcombank: □ BIDV: □ Vietinbank: □ Agribank: □ Other: □ I MAIN QUESTIONS A Customer Orientation (Narver and Slater, 469, 1990) In our bank unit, Please let me know your opinions Not at about statements below: all To a small To a To a To an moderate great extreme extent extent extent extent □ □ □ □ □ □ □ □ □ □ our □ □ □ □ □ Our business objectives are driven □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ We constantly monitor our level of commitment and orientation to serving customers’ need Our business strategies are driven by our beliefs about how we can create greater value for customer Our strategy advantage is for based competitive on understanding of customers’ need primarily by customer satisfaction We measure customer satisfaction systematically and frequently We give close attention to after–sale service BUSINESS RESEARCH METHODOLOGY Page 69 Our sales people regularly share information within our business □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ To a To a To an concerning competitors’ strategy We rapidly respond to competitive actions that threaten us Top management regularly discuses competitors’ strength and strategy 10 We target customers where we have an opportunity for competitive advantage B Competitor Orientation (Narver and Slater, 469, 1990) In our bank unit, Please let me know your opinions Not at about statements below: all To a small moderate great extreme extent extent extent extent □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ 11 Our top managers from every function regularly visit our current and prospective customer 12 We freely communicate information about our successful and unsuccessful customer experiences across all business functions 13 All our business function (e.g marketing/ sales, manufacturing, R BUSINESS RESEARCH METHODOLOGY Page 70 & D, finance/ accounting, etc.) are integrated in serving the needs of our target market 14 All of our managers understand how everyone in our business can □ □ □ □ □ □ □ □ □ □ To a To a To an contribute to creating customer value 15 We share resources with other business units C Interaction Orientation (Ramani and Kumar, 471, 2008) In our bank unit, Please let me know your opinions Not at about statements below: all To a small moderate great extreme extent extent extent extent □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ Belief in the Customer Concept (CC) 16 This bank believes that each customer cannot be satisfied with the same set of products and service 17 The bank consciously seeks to identify and acquire new customer individual 18 This bank believes that customers’ reaction to marketing action should be observed at the individual customer level BUSINESS RESEARCH METHODOLOGY Page 71 Interaction Response Capacity (IRC) 19 This bank has systems in place that record each customer’s transactions 20 The can identify all transactions pertaining to each individual customer 21 The bank customer analyzes transaction □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ previous at the individual customer level to predict future transaction from that customer 22 In the firm, all customer interfaces process transaction information on individual customer all at times Customer Empowerment (CE) 23 This bank encourages customers to share opinion of its products or service with the bank 24 This bank encourages customers to share opinion of its products or services with other customer 25 This bank encourages customers to participate interactively in designing products and services Customer Value Management (CVM) BUSINESS RESEARCH METHODOLOGY Page 72 26 This bank has an excellent idea of what each individual customer has □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ To a To a To a To an been contributing to its profits 27 This bank predict what each individual customer will contribute to its profits in the future 28 This bank computes the revenue generated as a result of every marketing action directed at an individual customer D Profit Orientation (Deng, S and Dart, J., 1994) In our bank unit, Please let me know your opinions Not at about statements below: 29 Compute profit coming all small moderate great extreme extent extent extent extent from □ □ □ □ □ 30 Compute profit coming from different □ □ □ □ □ from □ □ □ □ □ from □ □ □ □ □ different groups of customers types of products or services 31 Compute profit coming different business areas 32 Compute profit coming different business units BUSINESS RESEARCH METHODOLOGY Page 73 E Response Sensitivity Orientation (Gray, B., et al., 1998) In our bank unit, Please let me know your opinions Not at about statements below: all 33 Respond well to changes in interest To a small To a To a To an moderate great extreme extent extent extent extent □ □ □ □ □ 34 Do business actively □ □ □ □ □ 35 Respond well to customer changes □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ To a To a To an rates in the market 36 Respond well to competitors’ marketing activities 37 Respond well to other changes arising in business environment F Factor “business performance” (Hughes, M., et al., 2007) For three years, our bank: Please let me know your opinions Not at about statements below: all 38 Have achieved target profit 39 Have achieved target To a small moderate great extreme growth rates BUSINESS RESEARCH METHODOLOGY extent extent extent □ revenue extent □ □ □ □ □ □ □ □ □ Page 74 40 Have achieved target market share □ □ □ □ □ 41 Have achieved our goals in □ □ □ □ □ our goals in □ □ □ □ □ expanding markets 42 Have achieved offering more products or services II FURTHER INFORMATION ABOUT YOURSELF Gender: Male: □ Female: □ Age: Under 28 years old: □ From 28 to 35 years old: □ From 36 to 45 years old: □ Over 45 years old: □ Current Position: Director/Deputy director of □ Operation center Manager/Deputy Manager/Deputy manager of business □ department manager of □ Teller/Officer/Credit □ transaction department Please give me contact information in order that I can send you the research’s results for reference purpose:  Your full name:  Email: Thank you for completing this questionnaire BUSINESS RESEARCH METHODOLOGY Page 75 ... "The market? ??oriented factors that affect to business results of the state? ? ?owned commercial banks in the Ho Chi Minh City? ?? to provide recommendations for improving business results to state? ? ?owned. .. state? ? ?owned commercial banks1 in Ho Chi Minh City including: The survey was conducted on the hierarchical management and direct sales staff of the state? ? ?owned commercial banks in Ho Chi Minh City; ... market? ??oriented factors really affecting to business results in State? ? ?owned commercial banks in Ho Chi Minh City, then to propose recommendations to help the bank improve business results during the integration