MINISTRY OF EDUCATION AND TRAINING UNIVERSITY OF ECONOMICS HO CHI MINH CITY // - DO CONG BIEN THE IMPACT OF BANK SERVICE QUALITY ON CUSTOMER LOYALTY A STUDY OF BANKS IN HO CHI MINH CITY MASTER OF BUSINESS ADMINISTRATION THESIS Ho Chi Minh City – 2011 MINISTRY OF EDUCATION AND TRAINING UNIVERSITY OF ECONOMICS HO CHI MINH CITY -// - DO CONG BIEN THE IMPACT OF BANK SERVICE QUALITY ON CUSTOMER LOYALTY A STUDY OF BANKS IN HO CHI MINH CITY Major : Business Administration Major Code : 60.34.05 MASTER OF BUSINESS ADMINISTRATION THESIS Supervisor: PROF DR NGUYEN DONG PHONG Ho Chi Minh City – 2011 ACKNOWLEDGEMENT First and foremost, I would like to thanks to my supervisor Prof Dr Nguyen Dong Phong for his guidance, encouragement and excellent advice throughout this research study I would like to express my heartfelt gratitude and deepest appreciation to Dr Tran Ha Minh Quan for his precious guidance, share of experience, and highly valuable suggestions for this research as well during the MBA course I would like to especially express my thanks to Lecturer Mr Dang Huu Phuc for his supports and instructions in analyzing data of my thesis Much appreciation goes to all lecturers at Faculty of Business Administration and Postgraduate Faculty, University of Economics Ho Chi Minh City for their expertise in providing me continuous learning process that greatly enriched my knowledge I would like to thank to all my classmates, my friends for their supports and encouragement Last but not least, I would like to take this opportunity to express my profound gratitude to my beloved parents for being patience and never failed giving me continuous supports i ABSTRACT The purpose of this research is to assess bank service quality in Vietnam based on perceptions and experiences of customers, to find the linkage between bank service quality attributes, customer satisfaction and customer loyalty in retail banking sector This research sought to identify the most important attributes in banking settings, which may be used to review characteristics of the banks as experienced by customers In Vietnam, no study has yet investigated the above mentioned interrelationship; this research is to fill this gap Based on the BSQ (bank service quality) model suggested by Bahia and Nantel (2000), six main dimensions (effectiveness and assurance, access, price, tangibles, service portfolio, and reliability) were used to find out the relationship among bank service quality, customer satisfaction, and customer loyalty All the data were collected through questionnaires; the sample size of 246 retail banking customers was drawn from different banks in Ho Chi Minh City Descriptive statistical approach, multiple linear regression, Anova were then used to describe and analyze these six dimensions and take them into the involvement with customer satisfaction and loyalty The results show that four bank service quality attributes (effectiveness and assurance, access, price, service portfolio) are positively related to customer satisfaction and customer satisfaction is positive related to customer loyalty Access demonstrates the highest positive correlation with customer satisfaction while two remaining attributes (tangibles and reliability) are not positively related to customer satisfaction This study was one of the first ones using BSQ model to test bank service quality in retail banking section in Vietnam This study also suggests that BSQ (bank service quality) is a suitable instrument for measuring the bank service quality in the Vietnamese context Keywords: bank service quality, customer satisfaction, customer loyalty, effectiveness and assurance, access, price, tangibles, service portfolio, and reliability ii CONTENTS Acknowledgement …………………………………………………………… i Abstract ……………………………………………………………………… ii Contents ……………………………………………………………………… iii Lists of Tables ………………………………………………………………… vi Lists of Figures ……………………………………………………………… vii CHAPTER 1: INTRODUCTION ………………………………………… 1.1 Research background …………………………………………………… 1.2 Problem statement and research questions……………………………… 1.3 Research purposes ……………………………………………………… 1.4 Research scope …………………………………………………………… 1.5 Conceptual framework …………………………………………………… 1.6 Significance of the study ………………………………………………… 1.7 Thesis structure …………………………………………………………… 1.8 Summary ………………………………………………………………… CHAPTER 2: LITERATURE REVIEW ………………………………… 2.1 Introduction ……………………………………………………………… 2.2 Bank service quality ……………………………………………………… 2.2.1 Service quality concept …………………………………………… 2.2 Service quality attributes ………………………………………… 11 2.2.3 Critique of SERVQUAL …………………………………………… 14 2.2.4 Service quality attributes of retail banking ………………………… 16 2.3 Customer satisfaction …………………………………………………… 20 2.4 Customer loyalty ………………………………………………………… 22 2.5 Relationships between service quality, customer satisfaction and loyalty 25 2.6 The research model and hypotheses…………………………………… 29 2.6.1 The research model ………………………………………………… 29 2.6.2 Hypotheses ………………………………………………………… 29 iii 2.7 Summary ………………………………………………………………… 31 CHAPTER 3: RESEARCH METHODOLOGY ………………………… 32 3.1 Introduction ……………………………………………………………… 32 3.2 Research design ………………………………………………………… 32 3.3 Research process ………………………………………………………… 32 3.4 Measurement scales……………… ……………………………………… 33 3.5 Sample size and data collection procedures ……………………………… 35 3.6 Data analysis method …………………………………………………… 36 3.7 Summary ………………………………………………………………… 37 CHAPTER 4: DATA ANALYSIS AND RESULTS ……………………… 38 4.1 Introduction ……………………………………………………………… 38 4.2 General characteristics of the sample …………………………………… 38 4.3 Cronbach alpha reliability analysis ……………………………………… 39 4.4 Exploratory factor analysis ……………………………………………… 40 4.4.1 Factor analysis for bank service quality attributes ………………… 40 4.4.2 Factor analysis for customer loyalty variable ……………………… 43 4.5 Multiple linear regression ………………………………………………… 44 4.5.1 Customer satisfaction and bank service quality …………………… 44 4.5.2 Customer loyalty and customer satisfaction ……………………… 46 4.6 Hypotheses assessment and discussion ………………………………… 48 4.7 ANOVA analysis ………………………………………………………… 51 4.7.1 In the aspect of age with customer satisfaction …………………… 51 4.7.2 In the aspect of income with customer satisfaction ……………… 52 4.8 Summary ………………………………………………………………… 53 CHAPTER 5: CONCLUSIONS AND IMPLICATIONS ……………… 54 5.1 Introduction ……………………………………………………………… 54 5.2 Conclusions ……………………………………………………………… 54 5.3 Managerial implications ………………………………………………… 55 5.3.1 Customer satisfaction… …………………………………………… 56 iv 5.3.2 Access ……………………………………………………………… 56 5.3.3 Effectiveness and assurance ……………………………………… 56 5.3.4 Price ………………………………………………………………… 57 5.3.5 Service portfolio …………………………………………………… 58 5.4 Limitations ……………………………………………………………… 59 5.5 Recommendations for future research …………………………………… 59 5.6 Summary ………………………………………………………………… 59 REFERENCES ……………………………………………………………… 61 APPENDIX 1: Overview of retail banking sector in Vietnam …………… 65 APPENDIX 2: Data analysis ……………………………………………… 66 APPENDIX 3: Questionnaires ……………………………………………… 74 v LISTS OF TABLES Table 2.1 The definition of five services quality attributes …………… 14 Table 2.2 The definition of five services quality attributes …………… 19 Table 3.1 The main measurement scales of the research……………… 34 Table 4.1 Personal Profile of Respondents …………………………… 38 Table 4.2 Cronbach’s Alpha results for main survey …………………… 39 Table 4.3 KMO and Bartlett’s Test (Bank service quality) …………… 41 Table 4.4 Total variance explained (Bank service quality) …………… 41 Table 4.5 EFA rotated component matrix (Bank service quality) ……… 42 Table 4.6 KMO and Bartlett’s Test (Customer loyalty) ………………… 43 Table 4.7 Total variance explained (Customer loyalty) ………………… 44 Table 4.8 Component matrix (Customer loyalty) ……………………… 44 Table 4.9 Model summary (Customer satisfaction) …………………… 45 Table 4.10 ANOVA (Customer satisfaction) …………………………… 45 Table 4.11 Coefficients (Customer satisfaction) ………………………… 46 Table 4.12 Model summary (Customer loyalty) ………………………… 47 Table 4.13 ANOVA (Customer loyalty) ………………………………… 47 Table 4.14 Coefficients (Customer loyalty) ……………………………… 47 Table 4.15 Results of hypotheses test ……………………………… 50 Table 4.16 Descriptive of age on customer satisfaction ………………… 51 Table 4.17 ANOVA (Age and customer satisfaction) …………………… 51 Table 4.18 Descriptive of income (Customer satisfaction) ……………… 52 Table 4.19 ANOVA (Income and Customer satisfaction) ……………… 52 vi LISTS OF FIGURES Figure 1.1 Figure 2.1 Figure 2.2 Figure 2.3 Figure 3.1 The conceptual model of the performance of service quality attributes, customer satisfaction and customer loyalty adopted from Caruana (2002) and Cronin et al (2000)……………… The conceptual model of service quality by Parasunaman et al (1985) …………………………………………………… The research model of service quality, customer satisfaction and service loyalty by Caruana (2002) ……………………… Research model ……………………………………………… Research process …………………………………………… vii 10 27 29 33 CHAPTER 1: INTRODUCTION 1.1 Research background Within the last two decades, service quality has become an interesting topic in the industrial world, especially in the service industries The key to success in winning the global competition now and in the future is to have a high quality service High quality of service is believed to influence over customer satisfaction, and furthermore customer satisfaction will impact on customer loyalty Therefore, the importance of service quality, customer satisfaction seems justified to the survival of service firms, including the banking firms in terms of retaining customer’s continuation to business Many empirical researches in various sectors of service industry such as banking, hotel, telecommunication, insurance, finance leasing, workshops, car rental and leasing, and other financial companies have been conducted to find out the main factors that determine service quality Service quality has always been the main study for retail banking in a very competitive environment today in which a lot of banks are available for customers to choose from However, we need to learn further the important factors that enable banks to attract and retain their customers Banks seeking strong competition in the future need to develop new ideas to improve good relationships with their customers The retail banking sector of Vietnam is expected to have one of the highest growth rates in Asia area market during the next few years because the country’s continues economic expansion, increasingly household incomes, abundant resources and relatively low penetration of existing banking services Over the past two decades, the Vietnamese government has undertaken a series of reforms to strengthen and modernize the banking system as part of the country’s trend of moving towards a more open and market-oriented economy Many of these reforms have also been motivated by Vietnam’s growing participation in international agreements and ongoing efforts to adopt international standards Some important reforms include a APPENDIX 1: Overview of retail banking sector in Vietnam Table 1.1: Vietnamese Banking Sector State-Owned Commercial Banks (SOCB) Bank for Agriculture and Rural Development (Agribank) Mekong Housing Bank (MHB) 100% Government Owned Vietnam Bank for Social Policies Bank for Investment and Development (BIDV) Bank for Foreign Trade (Vietcombank) Partially Equitized Industrial and Commercial Bank (Vietinbank) Joint Venture Banks Vietnamese and JV Bank Name Foreign JV Bank Partners Vietinbank & Cathay Indovina Bank United Bank (Taiwan) Agribank & Siam VinaSiam Bank Commercial Bank (Thailand) Vietcombank & First Shinhanvina Bank Bank Korea (Korea) BIDV and Public Bank VID Public Bank (Hongkong) BIDV & VTB Bank Vietnam-Russia JV (Russia) Source: cited from Asia Focus, 2011 65 Joint Stock Commercial Banks (JSCB) 37 banks, including: Asia Commercial Bank (ACB) Techcombank Sacombank … Wholly Foreign-Owned Banks HSBC Standard Chartered Bank ANZ Bank Shinhan Bank Hong Leong Bank APPENDIX 2: Data analysis Figure 4.1: Bar chart of Age Figure 4.2: Bar chart of Income 66 Figure 4.3: EFA Scree Plot Table 4.20: Descriptive statistic AFFASS ACCESS PRICES TANGIBLES PORTFO RELI LOYAL SATIS Valid N (listwise) N Minimum Maximum Statistic Statistic Statistic 246 246 246 246 246 246 246 246 2.86 2.00 2.50 2.40 2.00 1.00 2.50 3.00 7.00 7.00 7.00 7.00 7.00 7.00 7.00 7.00 246 67 Mean Statistic 5.0654 5.7530 4.7205 5.3293 5.0768 5.1402 5.3313 5.4268 Std Error 0.05362 0.05405 0.06782 0.05289 0.06520 0.06516 0.06037 0.06099 Std Deviation Variance Statistic Statistic 0.84101 0.84771 1.06373 0.82948 1.02257 1.02203 0.94680 0.95657 0.707 0.719 1.132 0.688 1.046 1.045 0.896 0.915 Table 4.21: Correlations of Variables M_EFF M_ACC Pearson 650(**) Correlation M_EFF 000 Sig (2-tailed) 246 246 N Pearson 650(**) Correlation M_ACC 000 Sig (2-tailed) 246 246 N Pearson 555(**) 475(**) Correlation M_PRI 000 000 Sig (2-tailed) 246 246 N Pearson 561(**) 588(**) Correlation M_TAN 000 000 Sig (2-tailed) 246 246 N Pearson 510(**) 499(**) Correlation M_POR 000 000 Sig (2-tailed) 246 246 N Pearson 446(**) 440(**) Correlation M_RELI 000 000 Sig (2-tailed) 246 246 N Pearson 698(**) 686(**) Correlation M_LOYA 000 000 L Sig (2-tailed) 246 246 N Pearson 630(**) 634(**) Correlation SATIS 000 000 Sig (2-tailed) 246 246 N ** Correlation is significant at the 0.01 level (2-tailed) M_PRI M_TAN M_POR M_RELI M_LOYAL SATIS 555(**) 561(**) 510(**) 446(**) 698(**) 630(**) 000 246 000 246 000 246 000 246 000 246 000 246 475(**) 588(**) 499(**) 440(**) 686(**) 634(**) 000 246 000 246 000 246 000 246 000 246 000 246 509(**) 394(**) 345(**) 603(**) 499(**) 246 000 246 000 246 000 246 000 246 000 246 509(**) 566(**) 438(**) 595(**) 544(**) 000 246 246 000 246 000 246 000 246 000 246 394(**) 566(**) 464(**) 596(**) 525(**) 000 246 000 246 246 000 246 000 246 000 246 345(**) 438(**) 464(**) 480(**) 421(**) 000 246 000 246 000 246 246 000 246 000 246 603(**) 595(**) 596(**) 480(**) 864(**) 000 246 000 246 000 246 000 246 246 000 246 499(**) 544(**) 525(**) 421(**) 864(**) 000 246 000 246 000 246 000 246 000 246 246 68 Figure 4.4: Histogram of Customer Satisfaction Figure 4.5: Normal P-P Plot of Customer Satisfaction 69 Figure 4.6: Scatter Plot of Customer Satisfaction Figure 4.7: Histogram of Customer Loyalty 70 Figure 4.8: Normal P-P Plot of Customer Loyalty Figure 4.9: Scatter Plot of Customer Loyalty 71 Table 4.22: Multiple Comparisons (Age and Customer satisfaction) I)PART1A1 J)PART1A1 Mean Difference (IJ) Std Error 0.51247(*) 0.21739 -0.18261 -0.51247(*) -0.29508(*) -0.69508(*) -0.21739 0.29508(*) -0.40000 0.18261 0.69508(*) 0.40000 0.51247(*) 0.21739 -0.18261 -0.51247(*) -0.29508 -0.69508 -0.21739 0.29508 -0.40000 0.18261 0.69508 0.40000 0.16098 0.18370 0.24921 0.16098 0.14840 0.22446 0.18370 0.14840 0.24127 0.24921 0.22446 0.24127 0.17530 0.18181 0.31143 0.17530 0.12699 0.28295 0.18181 0.12699 0.28703 0.31143 0.28295 0.28703 26-35 36-45 Over 45 18-25 26-35 36-45 Over 45 LSD 18-25 36-45 26-35 Over 45 18-25 Over 45 26-35 36-45 26-35 18-25 36-45 Over 45 18-25 26-35 36-45 Over 45 Tamhane 18-25 36-45 26-35 Over 45 18-25 Over 45 26-35 36-45 * The mean difference is significant at the 0.05 level 18-25 72 Sig 0.002 0.238 0.464 0.002 0.048 0.002 0.238 0.048 0.099 0.464 0.002 0.099 0.027 0.800 0.993 0.027 0.123 0.125 0.800 0.123 0.688 0.993 0.125 0.688 95% Confidence Interval Lower Upper Bound Bound 0.1954 0.8296 -0.1445 0.5792 -0.6735 0.3083 -0.8296 -0.1954 -0.5874 -0.0028 -1.1372 -0.2529 -0.5792 0.1445 0.0028 0.5874 -0.8753 0.0753 -0.3083 0.6735 0.2529 1.1372 -0.0753 0.8753 0.0383 0.9866 -0.2735 0.7083 -1.0558 0.6906 -0.9866 -0.0383 -0.6341 0.0439 -1.5101 0.1199 -0.7083 0.2735 -0.0439 0.6341 -1.2227 0.4227 -0.6906 1.0558 -0.1199 1.5101 -0.4227 1.2227 Table 4.23: Multiple Comparisons (Income; Customer Satisfaction) I)PART1E1 < 5,000,000 VND Mean Difference (I-J) J)PART1E1 5,000,000-10,000,000 VND 10,000,000-20,000,000 VND Sig 95% Confidence Interval Lower Upper Bound Bound 0.04318 0.17184 0.802 -0.2953 0.3817 -0.14722 0.18353 0.423 -0.5087 0.2143 -0.80000(*) 0.24030 0.001 -1.2733 -0.3267 < 5,000,000 VND -0.04318 0.17184 0.802 -0.3817 0.2953 10,000,000-20,000,000 VND -0.19040 0.14108 0.178 -0.4683 0.0875 -0.84318(*) 0.20968 0.000 -1.2562 -0.4302 < 5,000,000 VND 0.14722 0.18353 0.423 -0.2143 0.5087 5,000,000-10,000,000 VND 0.19040 0.14108 0.178 -0.0875 0.4683 > 20,000,000 VND -0.65278(*) 0.21936 0.003 -1.0849 -0.2207 < 5,000,000 VND 0.80000(*) 0.24030 0.001 0.3267 1.2733 0.84318(*) 0.20968 0.000 0.4302 1.2562 0.65278(*) 0.21936 0.003 0.2207 1.0849 0.04318 0.19441 1.000 -0.4870 0.5733 -0.14722 0.20354 0.978 -0.6996 0.4052 > 20,000,000 VND -0.80000 0.29453 0.054 -1.6086 0.0086 < 5,000,000 VND -0.04318 0.19441 1.000 -0.5733 0.4870 10,000,000-20,000,000 VND -0.19040 0.12918 0.603 -0.5348 0.1540 -0.84318(*) 0.24901 0.012 -1.5467 -0.1396 < 5,000,000 VND 0.14722 0.20354 0.978 -0.4052 0.6996 5,000,000-10,000,000 VND 0.19040 0.12918 0.603 -0.1540 0.5348 > 20,000,000 VND -0.65278 0.25621 0.092 -1.3713 0.0658 < 5,000,000 VND 0.80000 0.29453 0.054 -0.0086 1.6086 0.84318(*) 0.24901 0.012 0.1396 1.5467 0.65278 0.25621 0.092 -0.0658 1.3713 > 20,000,000 VND 5,000,00010,000,000 VND Std Error > 20,000,000 VND LSD 10,000,00020,000,000 VND > 20,000,000 VND < 5,000,000 VND 5,000,00010,000,000 VND 5,000,000-10,000,000 VND 10,000,000-20,000,000 VND 5,000,000-10,000,000 VND 10,000,000-20,000,000 VND > 20,000,000 VND Tamhane 10,000,00020,000,000 VND 5,000,000-10,000,000 VND 10,000,000-20,000,000 VND * The mean difference is significant at the 0.05 level > 20,000,000 VND 73 APPENDIX 3: Questionnaires QUESTIONNAIRE ON THE SERVICE QUALITY IN BANKING Dear respondents, We are a research group at University of Economics Ho Chi Minh City, Vietnam We are now conducting a research study on banking service quality in Vietnam We would be very grateful if you could take a few minutes to fill in this questionnaire carefully and please not leave any questions unanswered This questionnaire is anonymous and no personal detail is required Your feedback is very important and your answers will be kept in strict confidentiality Thank you very much for your kind assistance and cooperation! … Date : ……………………………… PART I Please answer the following questions by ticking  into the MOST APPROPRIATE box: A Age  18-25  26-35  36-45  Over 45 B Gender:  Male  Female C Education background:  High school or less  Bachelor’s degree  Post Graduate  Others (please specify): ………………………………… D Position/Occupation:  Student  Staff/Executive  Leader/Manager/Director  Other (please specify): ……………………………… E Income per month (VND):  Lower 5,000,000  5,000,000 – Lower 10,000,000  10,000,000 – Lower 20,000,000  Over 20,000,000 PART II In which bank you usually use and/or experience its (their) banking services? ……………………………………………………………………………………………………… ……………………………………………………………………………………………………… Please answer the following questions by circling the MOST APPROPRIATE number, based on “1” to “7” scale in which “1” indicates “Strongly disagree” and “7” as “Strongly agree” = strongly DISAGREE … = strongly AGREE Statements Employees of this bank instill confidence into you 74 Employees of this bank give you recognition of a regular client Employees of this bank carry out your transactions confidentially 7 The personnel of this bank are well-trained There is no delay due to bureaucratic factors and procedures in this bank You feel safe in your transaction in this bank 7 This bank has a good reputation This bank has an adequate number of ATMs This bank uses modern equipment 10 This bank has sufficient number of open tellers 11 Waiting is not too long in this bank 12 This bank contacts you every time it is useful 13 This bank has good explanations of service fees 7 16 Account statements of this bank are precise 17 Facilities of this bank are clean 18 Facilities of this bank are decorated sufficiently 19 This bank has new facilities and new offices 20 This bank has an efficacious work environment 21 This bank has the complete gamut of services 7 14 This bank has reasonable fees for the administration of the accounts 15 This bank keeps you informed every time that a better solution appears for a problem 22 The range of services is consistent with the latest innovation in banking services in this bank 23 This bank has many suitable kinds of services for you to choose 75 24 This bank provides you error-free services 25 The filing systems of this bank are precise PART III The following statement relates to your feeling about your bank that you usually use or experience its banking services Please respond by circling the number which best reflects your own perception = very UNSATISFIED … = very SATISFIED Statement My feeling towards this bank’s services can be described as: PART IV Based on your overall experience you get from your bank that you usually use or experience its banking services, please indicate how likely you are to take the following actions Circle the number which best reflects your likelihood of taking each action: = Not at all LIKELY … = Extremely LIKELY How likely are you to Say positive things about this bank to other people Intend to continue doing business with this bank Encourage friends and relatives to business with this bank 7 Try to use this bank every time I need banking services THANK YOU VERY MUCH FOR YOUR COOPERATION! 76 BẢNG CÂU HỎI THU THẬP THÔNG TIN VỀ CHẤT LƯỢNG DỊCH VỤ NGÂN HÀNG Chào Anh/chị, Chúng tơi nhóm nghiên cứu thuộc Trường Đại học Kinh Tế Thành phố Hồ Chí Minh, khoa Sau đại học Hiện nay, tiến hành điều tra nhằm phục vụ việc nghiên cứu chất lượng dịch vụ ngân hàng Việt Nam Kính mong Anh/chị dành chút thời gian để trả lời cho số câu hỏi Tất ý kiến Anh/chị có giá trị cho nghiên cứu chúng tơi Chúng xin đảm bảo thông tin Anh/chị cung cấp giữ bí mật sử dụng cho mục đích nghiên cứu Chúng chân thành cảm ơn giúp đỡ hợp tác Anh/chị cho nghiên cứu chúng tôi! … Ngày thực : ……………………………… PHẦN I: Anh/chị vui lịng cho biết số thơng tin cá nhân sau cách đánh dấu  vào  thích hợp: A Tuổi  18-25 tuổi  26-35 tuổi  36-45 tuổi  Trên 45 tuổi B Giới tính:  Nam  Nữ C Trình độ học vấn:  Phổ thông trung học  Đại học  Sau đại học  Khác (vui lịng ghi rõ): ……………………………… D Vị trí cơng việc:  Sinh viên  Nhân viên  Trưởng nhóm/Trưởng phịng/Giám đốc  Khác (vui lịng ghi rõ): ……………………………… E Thu nhập hàng tháng (VNĐ):  Dưới 5.000.000 đồng  5.000.000 – 10.000.000 đồng  10.000.000 – 20.000.000 đồng  Trên 20.000.000 đồng PHẦN II: Anh/Chị cho biết tên Ngân hàng mà Anh/chị thường xuyên sử dụng nhất: ………… Sau số nhận định liên quan đến Ngân hàng mà Anh/chị sử dụng dịch vụ Vui lòng cho biết mức độ phù hợp cho nhận định theo thang điểm từ đến 7: 1- Hồn tồn khơng đồng ý 2- Khơng đồng ý 3- Hơi không đồng ý 4- Trung dung 5- Hơi đồng ý 6- Đồng ý 7- Hoàn toàn đồng ý Xin khoanh trịn số thích hợp cho nhận định sau: 77 CÁC NHẬN ĐỊNH Nhân viên ngân hàng làm Anh/chị cảm thấy tin tưởng Nhân viên ngân hàng làm cho Anh/chị cảm thấy Anh/chị khách hàng thân thiết Nhân viên ngân hàng thực giao dịch cho Anh/chị cách cẩn mật Nhân viên ngân hàng huấn luyện đào tạo tốt Khơng có trì trệ, chậm trễ thủ tục phiền hà ngân hàng Anh/chị cảm thấy an toàn giao dịch ngân hàng MỨC ĐỘ ĐỒNG Ý 7 7 7 Đây ngân hàng có danh tiếng Ngân hàng có hệ thống máy ATM rộng khắp Ngân hàng sử dụng trang thiết bị đại 7 7 7 7 7 20 Ngân hàng có mơi trường làm việc hiệu qủa 21 Ngân hàng có đầy đủ loại dịch vụ theo yêu cầu 10 Ngân hàng có đủ số lượng nhân viên giao dịch quầy 11 Việc chờ đợi để đến lượt phục vụ không lâu ngân hàng 12 Liên hệ với Anh/chị có thơng tin hữu ích dịch vụ cung cấp 13 Ngân hàng có biểu phí chi tiết giải thích rõ ràng phí dịch vụ 14 Các loại phí quản lý trì tài khoản ngân hàng hợp lý 15 Thông tin cho Anh/chị có phương án giải cho vấn đề Anh/chị 16 Các kê giao dịch (và/hoặc bảng cân đối tài khoản) ngân hàng xác 17 Ngân hàng có sở vật chất 18 Cơ sở vật chất, trang thiết bị ngân hàng bố trí hợp lý 19 Ngân hàng sử dụng trang thiết bị ln làm văn phịng giao dịch 78 22 Các dịch vụ ngân hàng bắt kịp thay đổi ngành ngân hàng 23 Ngân hàng có nhiều loại hình dịch vụ phù hợp cho đối tượng sử dụng 24 Ngân hàng cung cấp dịch vụ khơng sai sót 25 Hệ thống lưu trữ hồ sơ khách hàng ngân hàng có độ xác cao 7 7 PHẦN III: Nhận định sau liên quan đến cảm nhận Anh/chị ngân hàng Anh/chị liên hệ hay dịch vụ Ngân hàng mà Anh/chị sử dụng Anh/chị vui lịng khoanh trịn số thích hợp mà phản ánh cảm nghĩ Anh/chị theo thang điểm từ đến 7: 1- Rất không thỏa mãn 2- Không thỏa mãn 3- Hơi không thỏa mãn 4- Trung dung 5- Hơi thỏa mãn 6- Thoả mãn 7- Rất thỏa mãn NHẬN ĐỊNH Cảm nhận Anh/chị dịch vụ Ngân hàng đánh giá là: MỨC ĐỘ THỎA MÃN PHẦN IV: Dựa trải nghiệm Anh/chị sử dụng dịch vụ Ngân hàng mà Anh/chị giao dịch, vui lòng cho biết mức độ ủng hộ Anh/chị hành động theo thang điểm từ đến 7: 1- Hồn tồn khơng ủng hộ 2- Khơng ủng hộ 3- Hơi không ủng hộ 4- Trung dung 5- Hơi ủng hộ 6- Ủng hộ 7- Hoàn toàn ủng hộ Xin khoanh trịn số thích hợp cho hành động sau: ANH/CHỊ SẼ HÀNH ĐỘNG NHƯ THẾ NÀO? Nói cho người khác biết điểm tốt ngân hàng MỨC ĐỘ ỦNG HỘ Muốn tiếp tục giao dịch hợp tác với ngân hàng Khuyến khích bạn bè người thân giao dịch với ngân hàng Mỗi cần dịch vụ ngân hàng, Anh/chị cố gắng sử dụng dịch vụ ngân hàng MỘT LẦN NỮA, CHÂN THÀNH CẢM ƠN SỰ HỢP TÁC CỦA ANH/CHỊ ! 79 ...MINISTRY OF EDUCATION AND TRAINING UNIVERSITY OF ECONOMICS HO CHI MINH CITY -// - DO CONG BIEN THE IMPACT OF BANK SERVICE QUALITY ON CUSTOMER LOYALTY A STUDY OF BANKS IN HO CHI MINH CITY. .. banks in Ho Chi Minh City such as Vietcombank, Vietinbank, BIDV, Techcombank, HSBC bank, ANZ bank, Eximbank, Dong A Bank, and ACB 1.5 Conceptual framework The conceptual framework of this study. .. service quality in retail banking called as BSQ [Bank Service Quality] This BSQ model is an extension of the original 10 dimensions of the model of Parasuraman et al (1985) In addition, Bahia and Nantel