Graduation Thesis Supervisor: M.A Trương Thi Minh Hanh DECLARATION Signed hereby, certify hereby that “Improving customer service in Military Commercial Join Stock Bank - Hoang Quoc Viet Branch” is my own research The content and figures presented in the thesis reflect a true and fair situation of the internship organization I also assure that my research result have not been previously or concurrently published in any other work Hanoi, May 7th 2016 Student Nguyễn Chúc Quỳnh Student: NGUYỄN CHÚC QUỲNH CQ50/51.04 Page Graduation Thesis Supervisor: M.A Trương Thi Minh Hanh ABSTRACT Customer service is lifeblood in banking sector to satisfy customer, create loyalty and attract more and more potential customers It is also important for banking activities like MB Hoang Quoc Viet Branch to understand what makes a quality of customer service The purpose of this study is to make an assessment of customer service and then to give some recommendations to improve the customer service in MB Hoang Quoc Viet Branch In order to examine the quality of customer service based on measuring dimensions and attributes SERVPERF model, a questionnaire with ten questions were used to collect data about customers’ opinion of customer service in MB Hoang Quoc Viet The preliminary result of the research shows that quality of customer service’s achievements has strength in MB Hoang Quoc Viet However it is revealed that its customer service also has weakness such as quality of staffs and technology system The conclusion can also be drawn that the quality of customer service in MB Hoang Quoc Viet Branch Following an in-depth multi-dimensional analysis of preliminary research result, some recommendations for “Improving customer service in Military Commercial Join Stock Bank – Hoang Quoc Viet Branch” will also be presented Student: NGUYỄN CHÚC QUỲNH CQ50/51.04 Page Graduation Thesis Supervisor: M.A Trương Thi Minh Hanh ACKNOWLEDGEMENTS I owe a debt of gratitude to many people who helped me to complete this graduation thesis I would like to acknowledge all of them I would like to express my deepest gratitude to my supervisor, Mrs Truong Thi Minh Hanh, M.A, lecture of the Faculty of Foreign Languages, Academy of Finance, for her whole-hearted guidance and support Without her valuable recommendations, this thesis cannot come on to an end My sincere thanks also go to all the teachers off Faculty of Foreign Languages, Academy of Finance I would like to acknowledge, Mrs Tran Thi Thu Huong, the Deputy Director of Military Commercial Join Stock Bank- Hoang Quoc Viet Branch for creating favorable conditions for me to work at the office Moreover, I would like to extend my special thanks to Mrs Nguyen Thi Thanh Huyen, the Professional supporter for providing me authentic and upto-date information and figures relating to current situation at the bank for fulfillment of this paper I also want to convey my sincere thanks to all the staff at MB Hoang Quoc Viet Branch for their kindness Without their kind support, I could not finish my own research Finally, I would like to acknowledge the encouragement and strong support from my beloved family Without their great love and dedication, this paper would not be translated into reality Student: NGUYỄN CHÚC QUỲNH CQ50/51.04 Page Graduation Thesis Supervisor: M.A Trương Thi Minh Hanh LIST OF ABRREVIATION ATM Automated Teller Machine MB Military Commercial Join Stock Bank SBV The State Bank of Vietnam VND Viet Nam Dong Student: NGUYỄN CHÚC QUỲNH CQ50/51.04 Page Graduation Thesis Supervisor: M.A Trương Thi Minh Hanh LIST OF FIGURES FIGURE 1.1: SERVPERF MODEL FIGURE 1.2: THEORETICAL RESEARCHING MODEL FIGURE 2.1: CUSTOMER’S EVALUATION ON TRANSACTION TIME FIGURE 2.2: CUSTOMER’S SATISFACTION WITH THE PRODUCTS OFFERED BY MB FIGURE 2.3: ASSESSING THE QUALITY OF CUSTOMER SERVICE Student: NGUYỄN CHÚC QUỲNH CQ50/51.04 Page Graduation Thesis Supervisor: M.A Trương Thi Minh Hanh LIST OF TABLES TABLE 2.1: CRITERIA OF RETAIL BANKING FOR INDIVIDUAL CUSTOMERS OF MB HOANG QUOC VIET BRANCH OVER TABLE 2.2: THE ASSESSMENT ATTRIBUTES OF CUSTOMER SERVICE QUALITY AT BANKS TABLE 2.3: CUSTOMER’S EVALUATION ON TANGIBLE TABLE 2.4: CUSTOMER’S EVALUATION ON EMPATHY TABLE 2.5: CUSTOMER’S EVALUATION ON RESPONSIVENESS TABLE 2.6: CUSTOMER’S EVALUATION ON STAFF OF MB HOANG QUOC VIET BRANCH Student: NGUYỄN CHÚC QUỲNH CQ50/51.04 Page Graduation Thesis Supervisor: M.A Trương Thi Minh Hanh TABLE OF CONTENTS DECLARATION I ABSTRACT II ACKNOWLEDGEMENTS III LIST OF ABRREVIATION IV LIST OF FIGURES V LIST OF TABLES VI TABLE OF CONTENTS .VII INTRODUCTION CHAPTER 1:LITERATURE REVIEW 1.1 Customer service .4 1.1.1Definition of customer service 1.1.2 Definition of customer service quality 1.1.3 Customer loyalty .5 1.1.4 Customer satisfaction 1.1.5 Factors affecting customer service in banks 1.2 Model to analyze customer services quality 12 1.2.1 Responsiveness 13 1.2.2 Empathy 14 1.2.3 Tangible .14 1.2.4 Staff .14 1.2.5 Transaction time 14 CHAPTER 2:THE STUDY 15 2.1 Introduction of Military Commercial Join Stock Bank 15 2.1.1 History and development of Military Commercial Joint Stock Bank 15 3.1.2 Introduction of MB Hoang Quoc Viet Branch 16 2.1.3 Products and services 16 Student: NGUYỄN CHÚC QUỲNH CQ50/51.04 Page Graduation Thesis Supervisor: M.A Trương Thi Minh Hanh 2.1.4 Business performance of MB Hoang Quoc Viet Branch 18 2.2 Dimensions and attributes to be measure customer service in MB Hoang Quoc Viet Branch 19 2.3 Current customer service in MB Hoang Quoc Viet Branch 22 2.3.1 Customer’s evaluation on tangible dimension 22 2.3.2 Customer’s evaluation on empathy dimension 25 2.3.3 Customer’s evaluation on responsiveness dimension 27 2.3.4 Customer’s evaluation on staff of MB Hoang Quoc Viet Branch .28 2.2.5 Customer’s evaluation on transaction time 31 2.3.4 General assessment of customer service quality as perceived by Military Bank customers .36 2.4 Summary of findings customer service in MB Hoang Quoc Viet Branch 37 2.4.1 Achievements 37 2.4.2 Shortcomings and causes 38 2.5 Solutions to improving customer service in MB Hoang Quoc Viet Branch 39 2.5.1 Building customer information system .39 2.5.2 Improving the quality of staff and building professional communication skills for staff at the branch .41 2.5.3 Enhancing behavior standards, customer service attitude for staff in the bank 44 CHAPTER 3:RECOMMENDATIONS 47 3.1 Customer service orientation of MB Hoang Quoc Viet Branch 47 3.1.1 Business orientation of MB 47 3.1.2 Customer service orientation of MB Hoang Quoc Viet Branch 48 Student: NGUYỄN CHÚC QUỲNH CQ50/51.04 Page Graduation Thesis 3.2 Supervisor: M.A Trương Thi Minh Hanh Recommendations .49 3.2.1.Recommendations to the head- office of Military Commercial Join Stock Bank 49 3.2.2 Recommendations to the Government, the State Bank of Vietnam, and other related agencies 51 CONCLUSION .52 LIST OF REFERENCES 53 APPENDIX 55 Student: NGUYỄN CHÚC QUỲNH CQ50/51.04 Page Graduation Thesis Supervisor: M.A Trương Thi Minh Hanh INTRODUCTION Rationale Nowadays many banks realize that all advantages, which they want to gain through their core products are quickly lost as others banks have the same products being offered However, since it is a major fact that no business can exist without customers, the important strategy is focused on providing the high-quality customer service In every business regardless of size or types, excellent customer service needs be at the heart of that business model if you wish to be successful It is important to provide essential customer service to all types of customers, including potential, new and existing customers The question of how to make a good customer service is always the problem that every bank tries to resolve in the best way Therefore, improving the customer service becomes one of the most important tasks that the bank needs to regularly to meet the client’s demands timely Bankers need to make sure that their clients always prefer their service Military Commercial Join Stock Bank- Hoang Quoc Viet Branch has achieved some positively initial results However, in comparison with other branches in the same system, MB Hoang Quoc Viet Branch of MB still somehow lack of professionalism in customer service The limited ability of communicating with customers may causes difficulties in exploiting the potential customers Therefore, developing a good customer service is the key to assure the customers’ satisfaction and encourage them to make business with the bank continuously Besides, good customer service can help your business grow and prosper Facing the difficulties and challenges in banking sector, MB wants to retain their customers and attract new customers Therefore, improving the quality Student: NGUYỄN CHÚC QUỲNH CQ50/51.04 Page Graduation Thesis Supervisor: M.A Trương Thi Minh Hanh In the strategy of its business operations, MB Hoang Quoc Viet Branch focuses on service quality for service quality which can help MB to build a new image to make a big difference and improve competitive advantage marketplace Therefore, to build a strong brand in customer sustainability, MB should improve the quality of customer service representative with the staff of MB staff provide a good service and satisfying evening multi-customer demand Tellers polite and professional, enthusiastic and attentive, ready to advise answering questions for customers, ensuring all customers are feeling happy when using the products and services provided by the bank to attract new customers, retain old customers Build good relationships with customers The building good relationship and regularly exchange information with customers are important in understanding and meeting customer expectations Information exchange can be carried out in various forms such as customer conferences; advertising programs, promote products and services; organizing polls, surveys of customer demand; establish hotline, etc Through it, the bank customer to transmit information about products, services, handling of customer requests and gather feedback and customer complaints associated all activities relating to the bank The bank also stores data necessary information about the customer focused service to facilitate exchanges with customers Resolve questions, complaints of customers a dedicated and satisfactory manner These questions, complaints from customers are signals for the bank to constantly improve service quality The research shows that customers often complain about a certain number of errors If these errors could be discovered, recognized, thereby modifying the timely reduction of complaints, which is synonymous with the satisfaction and confidence of customers is improved Also limit the spread of information from bank Student: NGUYỄN CHÚC QUỲNH CQ50/51.04 Page 46 Graduation Thesis Supervisor: M.A Trương Thi Minh Hanh customers not to settle complaints brought his dissatisfaction speak with others Student: NGUYỄN CHÚC QUỲNH CQ50/51.04 Page 47 Graduation Thesis Supervisor: M.A Trương Thi Minh Hanh CHAPTER RECOMMENDATIONS 3.1 Customer service orientation of MB Hoang Quoc Viet Branch 3.1.1 Business orientation of MB Mission and vision Investing all efforts in building professional personnel who are expertise and dedicated to putting up the cost-effective and excellent banking and financial solutions to satisfy its corporate and personal customers Core values MB’s value is not defined by its assets but lies in its six inherent core values that are respected and upheld by each and every member of MB, including: trust, cooperation, customer care, creativity, professionalism, efficiency Indicator Plan 2016 Chartered capital VNDb 7,300 Total assets VNDb 90,000 Total outstanding loans VNDb 40,500 Mobilized capital VNDb 75,000 Profit before tax VNDb 2,000 Proportion of bad debts % Transaction points Pts 140 (Source: Annual report of Military 2014) Entering the year of 2016, with the judgments that the financial crisis has touched its bottoms and made initial recovery and Vietnam’s economy will welcome many opportunities for growth, the Board of Management of MB Student: NGUYỄN CHÚC QUỲNH CQ50/51.04 Page 48 Graduation Thesis Supervisor: M.A Trương Thi Minh Hanh has set the targets for this year, “Investing all its resources for stable growth stage from 2012 to 2016, grasping all the new opportunities after crisis, realizing the comprehensive development target of 2016 and creating foundation for the strategic period from 2012 to 2016 for the whole MB Group” The target of MB Group is to become one of leading financial and banking groups in Vietnam by 2018 and to have its powerful member firm system listed top three in all respects of real estates, securities, fund management, insurance and asset management In order to realize the above objectives, MB will continue diversification and improvement of its product quality, investment in modern technology, expansion of partnership with strategic local and overseas partners With the goal of sustainable development, MB continues its improvement and enforcement of risk management system in order to well control the operation quality and firmly support its business entities Especially, MB will sharply focus on improvement of human resources quality - from the Board of Management, executive Board to all employees 3.1.2 Customer service orientation of MB Hoang Quoc Viet Branch Military Commercial Join Stock Bank’s development strategy towards 20152020 period continue steadfastly with the goal "to become the leading retail bank sector" and oriented operational efficiency - secure – sustainable Based on the development strategy of MB, ballistic orientation of the banking sector and economic characteristics of the social situation in the MB in general and Hoang Quoc Viet Branch in particular, they develop, set targets and enhance customer service quality as follows: Regarding the quality of human resources: Target number of staff to 120 people by 2020 Accordingly, the increase in recruitment of qualified staff Student: NGUYỄN CHÚC QUỲNH CQ50/51.04 Page 49 Graduation Thesis Supervisor: M.A Trương Thi Minh Hanh capable of meeting the requirements of the internal recruitment; detect internal qualified staff, trained personnel prepared to inherit; construction recruitment policy, training and development in order to stabilize the personnel, maintenance workers' retirement rate below 10%/year About the service: Focus on developing products and services to retail, whereby increasing the proportion of revenues from services in the income structure Meet all the needs of customers of financial products and services oriented retail bank, which focuses cross-selling activities with partners services linked to the supply to the market financial products package with reasonable price; Make a difference in products and services to deliver practical results as well as enhance the competitiveness of the Bank; Development of new products in the field of monetary as derivatives and structured products (structured products), debt securities products, etc to meet and satisfy the needs of customers 3.2 Recommendations Recommendations to the head- office of Military Commercial Join Stock Bank 3.2.1.1 Developing the internal management customer service system In recent years, to improve customer service, the MB system has developed the customer service system to customer care and satisfy customer advice on the overall system of MB in order to logic in management However, it still exists some limitations in deploying process in entire system, including MB Hong Quoc Viet Branch Therefore, to build a more complete customer service system, MB Head Office should manage themselves to be better in order to improve customer service beside some solutions, support procedures for each branch Student: NGUYỄN CHÚC QUỲNH CQ50/51.04 Page 50 Graduation Thesis Supervisor: M.A Trương Thi Minh Hanh 3.2.1.2 Enhancing self-testing and adjustment to improve the customer service in MB Hoang Quoc Viet Branch The programs are under management by the office to maintain the quality of customer service and monthly deployment applies to every branch for office transactions, then the results will be sent to each branch or department for grading, marking point for staff The evaluations of cross branch or department to elect outstanding employees, affiliates complete customer service work to contribute to the improvement of customer service quality 3.2.1.3 Applying of modern banking technology The technological level with people using that technology plays a decisive role customer service quality Technology brings rapid progress and outstanding ability to meet customer expectations Banking technology as modern day sensibilities as an effective tool for providing service quality of service is better, more complete The trust and loyalty of customers dependent on modern technology, as well as the utility, added value for customers by applying that technology brings The bank needs to constantly improving banking technology platform and accelerate the application of the achievements of modern technology, especially information technology, because on the basis of modern technology, the new bank is conditional deployment of new services, open object wide range of customers Information technology allows banks to capture and fully updated information from customers, which allows bank to minimize risks from adverse selection and moral hazard Modern technology also enables banks to reduce costs, reduce transaction times, increased safety for our customers Student: NGUYỄN CHÚC QUỲNH CQ50/51.04 Page 51 Graduation Thesis Supervisor: M.A Trương Thi Minh Hanh 3.2.2 Recommendations to the Government, the State Bank of Vietnam, and other related agencies 3.2.2.1 Recommendations to the Government Adopt policies to encourage the activities of the independent audit company, to create a transparent environment for all financial business Adopt policies for private participation in the field of statistics and information disclosure, and Government constructs customer service joint stock companies for individuals and organizations 3.2.2.2 Recommendations to the SBV and other related agencies Firstly, they should build a specific and feasible customer service plan or customer service projects This will affect the decisions of the banks for the customer service Also SBV have to manage their customer service to build a good reputation for the banks Secondly, SBV should renew technology and equipment Because of limitation on capital, they should not choose the highest technology and modern equipment They should select technology basing on the taste of market Lastly, SBV should consider developing human resource This is extremely important in Vietnam when the quality of both managers and employees is still low Besides training programs, SBV must count and compare between cost and profit to have accurate, reasonable and effective decision Student: NGUYỄN CHÚC QUỲNH CQ50/51.04 Page 52 Graduation Thesis Supervisor: M.A Trương Thi Minh Hanh CONCLUSION It can be said that the knowledge of service and customer service is essential for the construction and development of the organization In an environment where competition is becoming increasingly fierce, the strategy of customer care and customer service will be a key right for banks to succeed and make a difference compared to competitors online With the goal of becoming one of the professional retail banks and most prestigious financial market of Vietnam in 2015, Military Bank has constantly strive for innovative individual customers to provide a variety of services and maximize the features accruing to enhance service quality plan The service development of individual customers is becoming increasingly important, not only bring profits to the bank but also bring prestige, stable income with the opportunity to develop many new trends of modern commercial banks in the world As one of the leading retail banks and government networks around the country, besides the opportunity MB still faces difficulties and new challenges in the future Some solutions are building customer information system, staff training, application of modern technology, boosting customer service in banking activities, etc Although there have been many efforts to study and find out the perfect solution with specific features to solve the problems posed thesis both theoretical and practical, but due to the limited level, time to limited research thesis inevitable shortcomings The author would like to receive the comments, just told the teachers to be excellent topics from then partly contribute to improve and further enhance the quality of individual customer service at MB Hoang Quoc Viet Branch Student: NGUYỄN CHÚC QUỲNH CQ50/51.04 Page 53 Graduation Thesis Supervisor: M.A Trương Thi Minh Hanh LIST OF REFERENCES Cronin, J.J., Jnr And Taylor, S.A.1992 "Measuring service quality: a reexamination and extension" Journal of Marketing 56(3): p.55-68 Cronin, Jr J Joseph and Taylor, Steven A (1994), “SERVPERF versus SERVQUAL:Reconcilingperfor-mance-based and perceptions-minus- expectations measurement of service quality”, Journal of Marketing, Vol 58, pp 125–31 Fogarty, G., Catts, R., &Forlin, C (2000) Identifying shortcomings in the measurement of service quality Journal of Outcome Measurement, 4(1), 425447 Kotler Keller (2011), Marketing Management-14thed , part 5, pp.358-61 Le ThiHaiNhu (2013) Improving customer service quality for individual customers at bank for investment and development of Vietnam – Western Hanoi Branch Leonard L Berry, A Parasuraman, and Valarie A Zeithaml (1994), Improving service quality in America: Lessons learned, pp.42 Military Commercial Join Stock Bank,Annual Report, (2012 to 2014) Mohd Adil, Dr OdaiFalah Mohammad Al Ghaswyneh&AlaaMusallamAlbkour (2013), SERVQUAL and SERVPERF: A Review of Measures in Services Marketing Research NamandaStellah(2013), Service quality and customer satisfaction a case study of ABC bank main branch 10 Nguyen QuocCuong (2011), A SERVPERF Model of the Vietnamese Banking Industry, pp.203 -05 Student: NGUYỄN CHÚC QUỲNH CQ50/51.04 Page 54 Graduation Thesis 11 Supervisor: M.A Trương Thi Minh Hanh Parasuraman, Zeithaml and Berry (1988), and examined by Cronin and Taylor (1992)service quality definition 12 PaulMckinney, “What Is Customer Service? - Definition, Types & Role in Marketing”, http://study.com, assessed on 28/02/2015 13 Philip Kotler (2003), Marketing Management, Statistical Publishing House, Hanoi 14 Philip Kotler (2006), Marketing Insights from A to Z, Young Publishing House, Hanoi 15 Thomson Reuters (2014), Journal Citation Ciation Report Student: NGUYỄN CHÚC QUỲNH CQ50/51.04 Page 55 Graduation Thesis Supervisor: M.A Trương Thi Minh Hanh APPENDIX CUSTOMER SURVEY FORM Dear customer! Military commercial Joint Stock Bank is pleased to thank you for choosing to use our product and our service To constantly improve the quality of services in order to serve you better, I look forward to your spending some of your precious time on answering the following questionnaire, your opinion is an important source of information for me Please support me to fulfill this task! Part I: General information about customer (Tick in your choice) Male  Gender: Female  Age: Below ≤ 30  31≤ 45  45 ≤ 60  More than 60  How many banks have you been making transaction with  banks  banks  More than banks  bank How often you make transaction in one month with MB Hoang Quoc Viet Branch? Less than times  From 10 – 15 times  From - 10 times  More than 15 times  Please indicate what services you are using at Military Bank?  Payment deposit  Savings deposit  Lending Student: NGUYỄN CHÚC QUỲNH CQ50/51.04 Page 56 Graduation Thesis Supervisor: M.A Trương Thi Minh Hanh  International payment  Internet banking  Card services  Other services Part II: Evaluation on customer service in MB Hoang Quoc Viet Branch Please evaluate the customer service in MB Hoang Quoc Viet Branch by circling a scale from to means you strongly disagree with the content below and means you strongly agree with the content below No Attributes Assessment Maritime Bank has a modern system of office equipment and technology to support customers Employee’s appearance is police, elegant and professional         11 Maritime Bank has a system of ATMs which is flexible, modern and ease of use     12 Maritime Bank’s website is full of information, attractive and highlighted leaflets     13 Maritime Bank’s products and services are various, abundant and reasonable             Tangible dimension 10 Empathy dimension 14 15 Dealing with works accurately and quickly Employees consult customers on a careful basis and deal with Student: NGUYỄN CHÚC QUỲNH CQ50/51.04 Page 57 Graduation Thesis 16 Supervisor: M.A Trương Thi Minh Hanh customer complaints reasonable Programs on promotion and                                                                             customer care after sales of the bank are reliable 17 Employees are open, reliable and enthusiastic with customers Responsiveness dimension 18 19 Professional support Always timely responding to customer requirements 20 Timely providing customers with useful information 21 Waiting time is not too long 22 Simple, easy-to-understand, and quick procedures Staff dimension 23 Staff is open, honest and enthusiastic with customers 24 Staff is beautiful, polite and elegant 25 Staff has active and professional service style 26 Staff has much experience and good expertise 27 Staff has good communication skills, is always friendly and enthusiastic 28 Staff always timely provides customers with useful information 29 Staff consults customers carefully 30 Staff deals with operations carefully, accurately and quickly 31 Staff always cares about customer benefits 32 Staff always quickly and timely meets customer demands 33 Staff reasonably deals with customer complaints Transaction time dimension 34 Transaction time can be evaluated Student: NGUYỄN CHÚC QUỲNH CQ50/51.04 Page 58 Graduation Thesis 35 36 37 38 Supervisor: M.A Trương Thi Minh Hanh exactly by staff Time for each operation of transaction is quick and accurate Procedures are simple, quick and easy to understand Time for transaction is quick Implementation time is as committed with customers                 What is the thing you care best when you use banking services of Military bank?  Interest rate  Promotion  Cost table  Useful service  Quick service time Please evaluate the satisfaction of the main banking services of MB Hoang Quoc Viet Branch by circling a scale from to means you total unsatisfied with the content below and means you completely satisfied with the content below No Criteria Payment deposit Savings deposit Lending International payment Internet banking Card service Other services                             Please general evaluation on customer services in MB Hoang Quoc Viet Branch by tick a scale from to means you strongly dissatisfied and means you strongly satisfied Student: NGUYỄN CHÚC QUỲNH CQ50/51.04 Page 59 Graduation Thesis Supervisor: M.A Trương Thi Minh Hanh Strongly dissatisfy.………………………………………… ….Strongly satisfy Will you introduce Military Commercial Join Stock Bank’s services to colleagues, friends or relatives?  Surely yes  Maybe  Absolutely not 10 Please give your recommendations and suggestions so that Military Commercial Join Stock Bank can further improve individual customer service quality ………………………………………………………………………………… ………………………………………………………………………………… ………………………………………………………………………………… …………… Thank you for spending your time on completing this questionnaire You opinions are extremely valuable for me during the process of developing and making some solutions to improve individual customer service quality at MB Hoang Quoc Viet Branch I would like to send you the most sincere thanks! Student: NGUYỄN CHÚC QUỲNH CQ50/51.04 Page 60 ... on topic Improving customer service in MB Hoang Quoc Viet Branch” Aims of the study The purpose of the research is to: - Assess customer service in MB Hoang Quoc Viet Branch by using SERVPERF... about customers’ opinion of customer service in MB Hoang Quoc Viet The preliminary result of the research shows that quality of customer service s achievements has strength in MB Hoang Quoc Viet. .. measure customer service in MB Hoang Quoc Viet Branch 19 2.3 Current customer service in MB Hoang Quoc Viet Branch 22 2.3.1 Customer s evaluation on tangible dimension 22 2.3.2 Customer s