OUM OPEN UNIVERSITY MALAYSIA RESEARCH PROJECT (BMBR5103) Research Proposal CUSTOMER SATISFACTION TOWARDS THE BANK CARD SERVICE QUALITY AT HO CHI MINH CITY STUDENT’S FULL NAME STUDENT ID INTAKE ADVISOR’S NAME & TITLE : HA NGUYEN PHUOC BAO NGUYEN VO GIAO HUONG : 2448461 2448448 : MAY 2012 : DR. UT TRAN October 2013 Business Research Methods ADVISOR’S ASSESSMENT Advisor’s signature Ha Nguyen Phuoc Bao & Nguyen Vo Giao Huong Business Research Methods ACKNOWLEDGEMENT We would like to express our special thanks of gratitude to our teacher – Dr. Ut Tran who gave us the golden opportunity to study a lot of information knowledge about Business Research Methods. Through Assignment on the title: Customer satisfaction towards the bank card service quality at Ho Chi Minh city, which also helped us in doing a lot of research and we came to know about so many new things. We are really thankful to Dr. Ut Tran. With kindest regards, Ha Nguyen Phuoc Bao & Nguyen Vo Giao Huong Ha Nguyen Phuoc Bao & Nguyen Vo Giao Huong Business Research Methods Table of contents Executive summary CHAPTER 1: INTRODUCTION 1.1. Research background . 1.2. Research statement 1.3. Research objectives and the scope of the research 1.4. Research significance CHAPTER 2: LITERATURE REVIEW 2.1. Research definition 2.1.1. Service quality 2.1.2. Customer satisfaction . 10 2.1.3. Relationship between service quality and customer satisfaction . 11 2.2. Related research . 13 2.3. Related model in an analysis . 15 2.4. Theoretical framework 22 CHAPTER 3: RESEARCH METHODOLOGY 3.1. Type of the research 26 3.2. Research design 27 3.2.1. Data collection 28 3.2.2. Data analysis . 31 3.2.3. Budget . 33 3.3. Activity plan 33 References . 35 Ha Nguyen Phuoc Bao & Nguyen Vo Giao Huong Business Research Methods Figures Figure 1: Gaps model of service quality . 17 Figure 2: Conceptual framework 22 Tables Table 1: Relation between original model and adjusted model . 20 Table 2: Estimated for cost of survey . 33 Charts Chart 1: Activity plan . 34 Ha Nguyen Phuoc Bao & Nguyen Vo Giao Huong Business Research Methods EXECUTIVE SUMMARY The study focused on finding the relationship between service quality variables and customer satisfaction toward bank card in Ho Chi Minh city. Service quality and customer satisfaction are very important concepts that companies must understand in order to remain competitive in business and grow. Customer responses were measured through an adapted questionnaire on a 5-point Likert scale. Hard copy questionnaire were distributed customer using card at the other banks and malls in Ho Chi Minh city. Total number of sample collected was 477. The data was analyzed using SPSS. Frequency, ANOVA, T-Test and Correlation analysis are used for to assess the hypothesis. The correlation analysis provided full support to prove almost all the hypothesis relation. Reliability test used for the data are actually reliable or not. And Frequency used for what percentages of people are answering the question for support the hypotheses. The results showed there is significant relationship between the service quality variables. The results also showed that there was a difference in satisfaction level between customer who are using card at the bank in Ho Chi Minh city. From this study the banks will get useful feedback on their actual service quality and know their customers’ satisfaction level from using bank card to improve better card service quality in future. Although we only make study customer satisfaction towards service quality the bank card at Ho Chi Minh city but we make sure it also shows overview picture of the market card in Vietnam. Ha Nguyen Phuoc Bao & Nguyen Vo Giao Huong Page | Business Research Methods CHAPTER 1: INTRODUCTION This chapter presents the introduction to the study. It entails the research background, research problem statement, research objective and scope of the research, and research significance. 1.1. Research background Customer satisfaction is imperative for the long term success of any organization. Generally, any organization needs to know how to keep their customers, even if they seem to be satisfied. This can basically determine the success and profitability of a company as a satisfied customer would most likely to spread the good word or would have be happy to business again with the firm. The banking industry is highly competitive, most bank product developments are easy to duplicate and when banks provide nearly identical services, they can only distinguish themselves on the basis of brand of bank, price and quality. Therefore, customer satisfaction is potentially an effective tool that banks can use to gain a strategic advantage and survive in today’s ever-increasing banking competitive environment. Banks are the financial institutions that provide different services through deposit products, loan-products and card products is one of the prominent service of bank, which offers customers 24 hours banking access, such as cash withdrawal, purchasing of goods and services, and so on. In today’s fast-paced and increasingly competitive market, keeping the importance of customer satisfaction in mind, banks need to maintain stable and close relationships with their customers. Customer satisfaction levels need to be judged. Therefore, my group decided to study “Customer satisfaction towards the bank card service quality at Ho Chi Minh city” to assess customer satisfaction and look for the opportunity to improve card service quality. Ha Nguyen Phuoc Bao & Nguyen Vo Giao Huong Page | Business Research Methods 1.2. Research statement Customer satisfaction gives an indication of how successful the organization is for its products or services in the market. Because it is said that customer is the God. With title of study "Customer satisfaction towards the bank card service quality at HCM city", we will consider to measure the satisfaction level of bank card users of different private commercial banks and to improve customer satisfaction toward card service quality. In the current trend, customer satisfaction identify the factors of service quality and according to this service quality can be evaluated based on five dimensions including reliability, assurance, tangible, empathy and responsiveness. ‒ Reliability: Ability to perform the service dependably and accurately. ‒ Assurance: Employees’ knowledge and courtesy and their ability to inspire trust and confidence. ‒ Tangibles: Appearance of physical facilities, equipment, personnel and communication materials. ‒ Empathy: Caring, individualized attention given to customers. ‒ Responsiveness: Willingness to help customers, provide prompt service and solve problems. All activities of the banks are directed towards customer satisfaction which leads to customer retention, a key factor for achieving the goal of banking business. Such as: Service quality was determined as the subjective comparison that customers make between their expectations about a service and awareness of how the service is run. Parasuraman (1985) defined service quality as a function of the differences between expectation and performance along ten major dimensions. In later research, Parasuraman (1988) revised and defined the service quality in terms of five dimensions: tangibility, reliability, responsiveness, assurance, and empathy. Ha Nguyen Phuoc Bao & Nguyen Vo Giao Huong Page | Business Research Methods In the banking industry, most researchers are interested in customer satisfaction maximization. Hernon & Whitwan (2001) defined customer satisfaction as a measure of how the customer perceives service delivery. For this reason, it is important to understand how customer expectation is formed in order to identify the factors of service satisfaction. The fact that different customers have different expectations, based on their knowledge about a product or service. This may imply that a customer can make estimates of the service will be or might be thinking that what should be done. If you perform services that meet or exceed customer expectations, customers will be satisfied. On the other hand, customers are more likely to be satisfied if the provision of services is less than what they have expected. From this study the banks will get useful feedback on their actual service quality and know their customers’ satisfaction level from using bank card, which in turn will help them take positive steps to improve card service quality and to maintain a competitive edge. Beside, some recommendations are made on the basis of the measurement of satisfaction for better card services in future. 1.3. Research objectives and the scope of the research Research objectives: In the light of the above, the main objective of this study is to identify the banking services in HCM city. The study is conducted with the following objectives below: Identify the factors of customers’ satisfaction according to the model Servqual (Parasuraman, 1988). To measure customer satisfaction of bank card services in HCM city. Make comparative analysis of customer satisfaction at banks survey. Draw conclusions and make recommendations on what banks should to increase customer satisfaction toward its card services. Ha Nguyen Phuoc Bao & Nguyen Vo Giao Huong Page | Business Research Methods Scope of the research: A number of surveys are conducted in HCM city. This study is mainly confined to the customer preference and satisfaction towards banking services only, who have been using the particularly card. The survey is conducted from July to October, 2013 in HCM city. Limitation of the research: Every research has some limitations. In conducting this research the following limitations are faced: Sometimes respondents were reluctant to provide information. The primary data is collected through a structured questionnaire and the sample size is only limited to respondents. 1.4. Research significance With the phenomenal increase in the country's population and the increased demand for banking services, speed, service quality and customer satisfaction are going to be key differentiators for each bank's future success. There is an overview of the level of customer satisfaction with service quality of the bank card and identify the factors of customers‘ satisfaction based on to evaluate objectively customer needs and quality of service issuer current card. From the study, we make recommendation to enhance the performance of the bank and help customers satisfied when using the bank card service. And the lastly, the study contributes to completing framework of customer satisfaction measurement on bank card service quality. Ha Nguyen Phuoc Bao & Nguyen Vo Giao Huong Page | Business Research Methods Measure service quality following SERVQUAL model: In the SERVQUAL instrument, 21 variables measure the performance across these five dimensions of service quality. 1. Reliability: the ability to perform the promised services both dependably and accurately. Reliable service performed is a customer’s expectation and the service that is being done on time, in the same manner, and without error every time. 1. When they promise to something by a certain time, they it 2. When a customer has a problem, they show a sincere interest in solving it 3. Banking services perform the service right the first time 4. The bank provide the service at the time they promised to so 5. The bank keep their records accurately 2. Responsiveness: the willingness to help customers and to provide prompt service. Keeping customers waiting particularly for no apparent reason creates unnecessary negative perceptions of quality. If a service failure occurs, the ability to recover quickly and with professionalism can create very positive perceptions of quality. 6. Employees give prompt service to customers 7. Employees are always willing to help customers 8. Employees are never too busy to respond to customers requests 3. Assurance: the knowledge and courtesy of employees as well as their ability to convey trust and confidence. The assurance dimension includes the following features: competence to perform the service, politeness and respect for the customer, communicate effectively with customers, and the general attitude that the server has the customer‘s best interests at heart. 9. The behavior of employees instill confidence in customers Ha Nguyen Phuoc Bao & Nguyen Vo Giao Huong Page | 23 Business Research Methods 10. Customers feel safe in their transactions with the employees 11. Employees are polite to customers 12. Employees have professional knowledge to answer customers’ questions 4. Empathy: the provision of caring, individualized attention to customers. Empathy includes the following features: approachability, sensitivity and effort to understand the customer‘s needs. 13. The bank express customers individual attention 14. Employees express interest customers individual attention 15. The bank have their customers' best interest at heart 16. The employees understand the specific need of their customer 5. Tangibles: the appearance of physical facilities, equipment, personnel, and communication materials. Conditions physical surroundings is tangible evidence of the care and attention to detail that are exhibited by the service provider. This assessment dimension also can extend to the conduct of other customers in the service. 17. The bank have up to date modern equipments 18. Physical facilities are visually appealing 19. Employees are well dressed and appear neat 20. The object of media services at very attractive bank 21. The bank to arrange a convenient time for banking transactions Measure customer satisfaction: Satisfaction and service quality are both treated together as functions of a customer’s perceptions and expectations. In most cases, when expectation and perception are equal, service quality is satisfactory. In this study, consumer’s satisfaction judgments are the result of consumer’s perceptions of the difference Ha Nguyen Phuoc Bao & Nguyen Vo Giao Huong Page | 24 Business Research Methods between their perception of performance and their expectations. Base on the study of Lassar et al.,(2000), measuring customer satisfaction include variables: 1. You appreciated the quality of bank card services. 2. You satisfied with the quality of bank card services. 3. You will refer the bank's card services for others. 4. You continue to use the services of the bank card in the future. The hypothesis designed for this paper is based on the following assumptions: H1: Reliability has positive relationship with customer satisfaction. H2: Responsiveness has positive relationship with customer satisfaction. H3: Assurance has positive relationship with customer satisfaction. H4: Empathy has positive relationship with customer satisfaction. H5: Tangibles has positive relationship with customer satisfaction. Ha Nguyen Phuoc Bao & Nguyen Vo Giao Huong Page | 25 Business Research Methods CHAPTER 3: RESEARCH METHODOLOGY This chapter presents the methodology of the study. It covers the research design, population, sample and sampling techniques, data collection instruments, data collection procedures and methods of data analysis of the study. The chapter starts off with a description of the chosen method and its implications for this research. The research design, population description and sample selection are then discussed. This is followed by descriptions of the processes used for data collection, analysis and interpretation. 3.1. Type of the research The objective of the research study was to examine a relationship and test an existing model. The purpose of the research is mainly descriptive and explanatory. It is descriptive because descriptive data has been collected through detailed interviews and it is also explanatory since we will explain the relationship between the service quality variables and customer satisfaction and how these dimensions affect customer satisfaction. It is somewhat exploratory nature since we are exploring the relationship between service quality variable and satisfaction based in the previous theory to develop a better understanding about the research area. Descriptive research describes some situation. Generally things are described by providing measures of an event or activity. Descriptive research designs are usually structured and specifically designed to measure the characteristics described in a research question. The object of descriptive research is to portray an accurate profile of persons, events of situations. Descriptive research can be either quantitative or qualitative. The quantitative approach basically focuses on statistical and numerical measurements to source for data. The qualitative approach on the other hand, is based on understanding rather than measuring. This research used both approaches in coming out with the necessary data. This research uncovers how service quality impacts on customer satisfaction by interviewing customers and scrutinizing the dynamic customer Ha Nguyen Phuoc Bao & Nguyen Vo Giao Huong Page | 26 Business Research Methods service delivery of bank. The research was based on a structured questionnaire that allowed collecting qualitative data in a standardized format suitable for analysis. The qualitative data was collected through an interview. Exploratory research is useful when the research questions are vague or when there is little theory available to guide predictions. At times, research may find it imposible to formulate a basic statement of the research problem. The SERVQUAL model proposed by Parasuraman et al. (1990), as described in the literature review is considered the most widely verified and applicable model and was therefore used as a framework for the questionnaire design and analyzing the data. The questionnaire was adapted from the SERVQUAL dimensions i.e. reliability, tangibles, responsiveness, assurance, and empathy. Base on data collected are processed, we will explain the relationship between the service quality variables and customer satisfaction and how these dimensions affect customer satisfaction. It is somewhat exploratory nature since we are exploring the relationship between service quality variable and satisfaction based in the previous theory to develop a better understanding about the research area. 3.2. Research design Vietnam credit card market has been witnessing significant growth over the past few years. The number of credit cards is increasing rapidly on the back of rising consumer awareness and technology advancements. Both domestic and foreign banks have introduced various promotional programs to encourage the usage of credit cards in the country. Moreover, the banks are also providing additional services, such as travel cards and gasoline cards to attract the customers. The targeted for this study was limited to retail banking customers in Ho Chi Minh city with higher market share among the respective banks were selected on the basis of their market share and net profits. The methodology employed in obtaining information about customer satisfaction in banking via a survey conducted at Ho Chi Minh city. The survey questionnaire is design and distributed to target respondent randomly. Ha Nguyen Phuoc Bao & Nguyen Vo Giao Huong Page | 27 Business Research Methods In order for the research to produce a realistic outcome, the collation of data has to be distributed over a large population. Thus, the survey questionnaires are designed to apply to a heterogeneous population, where targeted respondents come from the general open public (from difference genders, races, age groups, marital status, education backgrounds, designations and professionalisms). Owing to the fact that different levels of the society have different expectations and needs, therefore, the idea of choosing respondents from different backgrounds will most certainly generate a more reliable outcome towards service quality by retail banks. While some responded promptly to the survey, others took a little bit time to digest the questions and enquiries. Nonetheless, overall, most of them are very helpful and kind to fill our questionnaire patiently and some even provided their own personal opinions. The survey questionnaires were conducted via face to face interviews and through other avenues such as; email and fax. 3.2.1. Data collection Both primary and secondary data sources will be used to answer research questions. Primary data will mainly be obtained through the administering of questionnaires while secondary sources like past studies and archives will be accessed from various databases like books, journals, and relevant internet materials, reports and information provided by bank in order to obtain some reliable literature and empirical findings that can be applied in order to have a better understanding the service quality construct and how the SERVQUAL model can be used to measure it. The primary sources used were interview, observation and structured questionnaires. It focused on describing the effects of quality customer service on customer satisfaction about card bank. a. Design of questionnaire We first of all had to revisit our research objectives and determine what information we need to collect the data. Our questionnaire for the survey will comprise Ha Nguyen Phuoc Bao & Nguyen Vo Giao Huong Page | 28 Business Research Methods of three parts; The first and the second part of the questions are the main parts of the questionnaire that comprises of 25 questions each aimed at finding the respondents’ opinions pertaining to the expectations and perceptions of service quality card towards customer satisfaction in the banks. The first part is aimed at measuring the expectations of the customers. These describe how the state of services in the banks should look like that they express a desire of the respondents for a particular attribute of service quality according to SEVQUAL model. The Reliability dimension is mearsured in statements to The Responsiveness dimension is mearsured in statements to The Assurance dimension is mearsured in statements to 12 The Empathy dimension is mearsured in statements 13 to 16 The Tangible dimension is mearsured in statements 17 to 21 The second part seeks to measure customer satisfaction. These are also statements that are a description of particular service attributes in the banks for which respondents are expected from their experience. The customer satisfactions mention is measured in statements 22 to 25. The last part of the questionnaire seeks to classified respondents as age, education, time use services and monthly income All the questions are multiple-choice and close-ended questions. Because of being closed- ended and multiple-choice in nature the results of the questions are easy to compare, tabulate and analyze easier. Closed questions offer efficiencies to researchers. They are certainly easier to analyze and are usually quicker to administer and ask. The consistency in the response categories allows trends to be tracked over time if the same questions are used. In the questions we used 5-point Likert-scale where the respondents are asked to select the most appropriate number that correspondents to extent to which they agree Ha Nguyen Phuoc Bao & Nguyen Vo Giao Huong Page | 29 Business Research Methods with a statement. The scales in our survey questions is to with “1” denoting “strongly disagree” and “5” denoting “strongly agree”. The original scale of Likerttype scale was developed by Rensis Likert. b. Sample Selection The pen-and-paper version of the survey consisted of 500 copies of the survey handed to potential respondents in 10 different locations of the bank card center or bank branches and malls in Ho Chi Minh city. The banks were selected on the basis of their market share and net profits, listed at the below: ‒ State-owned banks: Vietnam Bank for Industry and Trade Joint Stock Commercial Bank for Foreign Trade of Vietnam Bank for Investment and Development of Vietnam ‒ Joint-Stock Commercial banks: Asia Commercial Bank Sai Gon Thuong Tin Commercial Joint-stock Bank Viet nam Export – Import Commercial Joint Stock Bank ‒ Branches of Foreign Banks: Citibank Vietnam ‒ Wholly Foreign-owned Banks Standard Chartered Bank ANZ Bank HSBC The malls were selected such as: An Dong Plaza Diamond Plaza Parkson Hung Vuong Ha Nguyen Phuoc Bao & Nguyen Vo Giao Huong Page | 30 Business Research Methods Saigon Centre Vincon Centre Selected locations including bank branches, malls, and near ATM locations have to use credit, or debit card. We will approach as many customers as possible to meet the quota for our study. In any case permission is sort from the organizations authorities to administer the questionnaire. The use of some basic selection rules guided the intercepts. The interviews were done mainly during the week. The day was then divided into time slots and a time slot was randomly selected to start interviewing in. A person was intercepted every nth minute for an interview to ensure randomness. Sampling Substitution: If a respondent was unwilling / unavailable to assist in the case of the intercept interviewing, the interviewer was instructed to interview the next respondent exiting the branch, malls or near ATM locations. Sampling Contingency: Some over-sampling was done for the surveys in order to meet the required samples for each banks. This catered for questionnaires which are incomplete. 3.2.2. Data analysis We are carrying out a quantitative research and this will involve some quantitative analyses with the use of statistical tools (descriptive and inferential). There are several software packages for the analysis of quantitative data some of which are broader in scope and user friendly like the SPSS. SPSS may obviously not be the best but its user friendly nature and the mastery we have of SPSS automatically makes it better for us. There may be spreadsheet packages that are better than the SPSS but SPSS is widely in use now also. We have unanimously agreed to use the SPSS package for the analysis of our data. We use descriptive statistics mainly involving the mean, standard deviation, skewness and kurtosis in the data analysis. The mean simply put is the average of the Ha Nguyen Phuoc Bao & Nguyen Vo Giao Huong Page | 31 Business Research Methods sum of all values (Salking, 2009, p.2) which is representative of a distribution with several discrete or continuous variables that cannot be employed wholly. Standard deviation seeks to measure the average amount of variability in a set of scores (Salking, 2009, p.37) between values and measures. Skewness on its part is used to explain how asymmetrical a probability distribution is and the asymmetry may be to the right or to the left or it may just be asymmetrical about a value. When a distribution has values that are heavily concentrated around the mean the distribution will have a high peak and when the values are dispersed from the mean there will be a low peak of the graph and this is often referred to as kurtosis (Salking, 2009, p.62). Generally in a normal distribution the kurtosis is 3. In this research, Cronbach’s alpha and Exploratory factor analysis (EFA) are used to evaluated the measurement scale. Cronbach’s alpha is the first used to evaluate the reliability of measurement scales. This is to eliminate garbage items. According to Lynne (2011, p.45) that “Cronbach’s alpha measures the internal consistency of an instrument or scale”, and it measures the correlation between items. The higher Cronbach’s alpha is, the higher the items correlate with each other. Lynne also mentions Cronbach’s alpha which is above 0.95 indicates “a high degree of consistency between items and low measurement error”, Cronbach’s alpha which is from 0.70 to 0.80 is “regarded as satisfactory” (Lynne, 2011, p.45). After Cronbach’s alpha analysis, the measurement scales were continued to be evaluated by EFA. This is to explore the possible underlying factor structure of a set of observed factors without imposing a preconceived structure on the outcome. By performing EFA, the underlying factor structure will be identified. According to Urbano and Pere (2006, p.88), EFA composes of four main steps which are: ‒ To estimate or extract the factors ‒ To decide how many factors to retain Ha Nguyen Phuoc Bao & Nguyen Vo Giao Huong Page | 32 Business Research Methods ‒ To rotate factors to an interpretable orientation ‒ To obtain individual factor scores In this research, we performed EFA using “principal axis factoring” with rotation “promax” and stoop point of extracting factor having “eigenvalue” equals 1. We are also going to try to verify if there are some variables in the SERVQUAL model that are related using factor analysis. This factor analysis will enable us find out if the SERVQUAL model is good to assess service quality toward customer satisfaction. Factor analysis will regroup similar items under the same dimension and in case items under the same dimension according to original SERVQUAL instrument regroup under same factor, then it is appropriate to use in measuring service quality. 3.2.3. Budget Primary data offers tailored information but tends to be expensive to conduct and takes a long time to process. Secondary data is usually inexpensive to obtain and can be analyzed in less time. Cost of survey would estimate at the below: Name Print survey paper (3 papes x 500 form x 100 VND) Pen using survey (10 pens x 2,000 VND) Fuel for motor to locations to survey (10 days x 50,000 VND) Drink water/ food (10 days x 100,000 VND) Top-up card cell-phone Cost (VND) 150,000 20,000 500,000 1,000,000 400,000 Gift for customer survey (510 gifts x 5,000 VND) 2,550,000 Total 4,620,000 Table 2: Estimated for cost of survey 3.3. Activity plan We plan to finish study in three months. We only focus your information collection process and identify the indicators around which information should be Ha Nguyen Phuoc Bao & Nguyen Vo Giao Huong Page | 33 Business Research Methods collected to show progress in activities and be useful later in reflecting on efficiency, effectiveness and impact. 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Ha Nguyen Phuoc Bao & Nguyen Vo Giao Huong Page | 37 Business Research Methods Wicks, A. M., & Roethlein, C. J. (2009). A Satisfaction-Based Definition of Quality Journal of Business & Economic Studies, Vol. 15, No. 1, Spring 2009, pp. 8297 Zeithaml, V.A., Parasuraman, A. and Berry, L.L. (1990), Delivering quality service; Balancing customer perceptions and expectations , The Free Press, New York, NY Zineldin, (2000), Beyond relationship marketing: technologicalship marketing, Marketing Intelligence & Planning, Vol. 18, pp.9 - 23 Websites: http://scholar.google.com.vn/ http://sgtt.vn http://www.thesaigontimes.vn http://vneconomy.vn/ http://vef.vn/ http://www.rfa.org Ha Nguyen Phuoc Bao & Nguyen Vo Giao Huong Page | 38 [...]... perceptions of service quality card towards customer satisfaction in the banks The first part is aimed at measuring the expectations of the customers These describe how the state of services in the banks should look like that they express a desire of the respondents for a particular attribute of service quality according to SEVQUAL model The Reliability dimension is mearsured in statements 1 to 5 The Responsiveness... positive relationship between quality of services and customers’ satisfaction Improving service quality banks can enhance customer satisfaction and loyalty, and, as a consequence, achieve sustainable revenue stream The above information shows that so far, there has not been any research on customer satisfaction assessment on card service quality of bank at the area in HCM city This paper, hopefully,... p.28) Customer satisfaction and service quality are related to each other The higher the service quality, the higher is the customer satisfaction Many people agree that in the banking sector, there is no recognized standard scale to measure perceived quality of banking services Thus, competitive advantage through high quality service is an increasingly important weapon to survive Measuring service quality. .. customer s expectation and the service that is being done on time, in the same manner, and without error every time 1 When they promise to do something by a certain time, they do it 2 When a customer has a problem, they show a sincere interest in solving it 3 Banking services perform the service right the first time 4 The bank provide the service at the time they promised to do so 5 The bank keep their records... the customer satisfaction Lassar et al.,(2000) examined the effects of service quality on customer satisfaction in private banking by using two well-known measures, the SERVQUAL and the technical/ functional quality They compared and contrasted empirically the SERVAQUAL and the technical or functional quality model They tried to compare the various dimensions of the two service quality models and their... the following features: competence to perform the service, politeness and respect for the customer, effective communication with the customer, and the general attitude that the server has the customer s best interests at heart ‒ Empathy: the provision of caring, individualized attention to customers Empathy includes the following features: approachability, sensitivity and effort to understand the customer s... media services at very attractive bank 21 The bank to arrange a convenient time for banking transactions Measure customer satisfaction: Satisfaction and service quality are both treated together as functions of a customer s perceptions and expectations In most cases, when expectation and perception are equal, service quality is satisfactory In this study, consumer’s satisfaction judgments are the result... perceptions of the difference Ha Nguyen Phuoc Bao & Nguyen Vo Giao Huong Page | 24 Business Research Methods between their perception of performance and their expectations Base on the study of Lassar et al.,(2000), measuring customer satisfaction include 4 variables: 1 You appreciated the quality of bank card services 2 You satisfied with the quality of bank card services 3 You will refer the bank' s card services... completion of theory on customer satisfaction assessment on bank card service quality and to make recommendations on what banks should do to increase customer satisfaction toward its card services which may reflect the whole picture of Vietnam Ha Nguyen Phuoc Bao & Nguyen Vo Giao Huong Page | 14 Business Research Methods 2.3 Related model in an analysis There are many study models service quality toward customer. .. services for others 4 You continue to use the services of the bank card in the future The hypothesis designed for this paper is based on the following assumptions: H1: Reliability has positive relationship with customer satisfaction H2: Responsiveness has positive relationship with customer satisfaction H3: Assurance has positive relationship with customer satisfaction H4: Empathy has positive relationship . with their customers. Customer satisfaction levels need to be judged. Therefore, my group decided to study Customer satisfaction towards the bank card service quality at Ho Chi Minh city . also showed that there was a difference in satisfaction level between customer who are using card at the bank in Ho Chi Minh city. From this study the banks will get useful feedback on their. " ;Customer satisfaction towards the bank card service quality at HCM city& quot;, we will consider to measure the satisfaction level of bank card users of different private commercial banks