Improve customer service quality - The case of Techcombank card service Phạm Thị Hương Khoa Quản trị Kinh doanh Luận văn Thạc sĩ ngành: Kinh doanh quản lý; Mã số: 60 34 05 Người hướng dẫn: TS Trần Đoàn Kim Năm bảo vệ: 2010 Keywords: Quản trị kinh doanh; Dịch vụ ngân hàng; Khách hàng; Thẻ Content TABLE OF CONTENTS ACKNOWLEDGEMENTS i ABSTRACT ii TÓM TẮT iv TABLE OF CONTENTS vi LIST OF TABLES ix LIST OF FIGURES xi INTRODUCTION CHAPTER 1: LITERATURE REVIEW 1.1 Service marketing mix in banks 1.1.1 Service marketing mix 1.1.2 Service marketing mix in banks 1.2 Customer satisfaction 11 1.2.1 Definition 11 1.2.2 What determines customer satisfaction? 12 1.3 Service quality and GAP model 13 CHAPTER 2: TECHCOMBANK CASE STUDY 25 2.1 Status of Techcombank and introduction of its card service 25 2.1.1 Techcombank Personal cards and card services 25 2.1.1.1 Prospects of card in Vietnam market 25 2.1.1.2 The strategy to develop card 27 2.1.1.3 Some successes and ambituous plan of card development 27 2.1.2 Card issuing, using and payment Processes and activities 30 2.2 A review of Techcombank’s previous survey on card service: Customer satisfaction on card services 31 2.2.1 Survey objectives 31 2.2.2 Sizes and methods: 32 2.2.2.1 Attendees and effective zone: 32 vi 2.2.2.2 Investigation methods: 32 2.2.3 Results 34 2.2.3.1 Total samples and feedback percentages 34 2.2.3.2 The specific Results of Customer satisfaction on card services of Techcombank 35 2.3 Focus group and in depth-interview for updated status of customer service quality 41 2.3.1 Focus group 41 2.3.2 In depth-interview 45 CHAPTER 3: FINDINGS 48 3.1 Customer GAP analysis 48 3.2 Provider GAP analysis 52 3.2.1 Failure in Providing in line with the standards and the designed services 55 3.2.1.1 Failure to meet the technological requirements needed for the work 55 3.2.1.2 Failure in providing good consultancy to let the customers see which of their needs are met and what they can request with the service 63 3.2.1.3 Difficulties in quality management and assurance 65 3.2.2 “Barking dogs seldom bite” (Inconsistency) in retail sales activities 68 3.2.3 The training for the customer service staff has not been paid proper attention, resulting in poor quality in providing the consultancy to the customers, and sometimes generating the inconsistency in the customer service among the units 70 CHAPTER 4: RECOMMENDATION 72 4.1 Invest more in technology for card and card management 72 4.2 Improve training process and focus on customer service training for new staff before having them applied 77 4.3 Build an effective mechanism on quality management saparatedly 80 4.4 Establish a specific team to customer care 81 CONCLUSION 83 vii LIST OF REFERENCES 84 APPENDIX 85 APPENDIX 87 APPENDIX 91 viii LIST OF REFERENCES Service Marketing – integrating customer focus across the firm – Valarie A Zeithaml, Mary Jo Bitner, Dwayne D Gremler – 4th eddition Principle of service marketing – McGaw – Hill Book company, UK, 1994 Article “Service marketing in banks” on http://www.oppapers.com/ Article “Quản trị khoảng cách chất lượng dịch vụ » on http://luattaichinh.wordpress.com/ Article “GROW – Mơ hình huấn luyện nhân viên hiệu quả” on http://tailieu.vn/ Internal procedures of Techcombank Retail products and services package – Techcombank Quality standard package 2005 – Techcombank Quality standard package 2008 – Techcombank 10 Teller standard package 2009 – Techcombank 11 Techcombank PFS strategy, 2007 12 Website: www.techcombank.com.vn 84 ... The specific Results of Customer satisfaction on card services of Techcombank 35 2.3 Focus group and in depth-interview for updated status of customer service quality ... What determines customer satisfaction? 12 1.3 Service quality and GAP model 13 CHAPTER 2: TECHCOMBANK CASE STUDY 25 2.1 Status of Techcombank and introduction of its card. .. of card development 27 2.1.2 Card issuing, using and payment Processes and activities 30 2.2 A review of Techcombank s previous survey on card service: Customer satisfaction on card services