Student: Doan Thi Ngoc ThanhTutor: Dr. Nguyen Van Phuc

1. Introduction

2. Literature Review

3. Data and Methodology

4. Research Results

5. Conclusions and Recommendations

• To identify determinants of customer satisfaction.

• To provide recommendations to improve customer satisfaction.

What are determinants of customer satisfaction within the call center ofAn Binh Bank?

- Does reliability affect customer satisfaction?- Does responsiveness affect customer satisfaction?- Does assurance affect customer satisfaction?- Does empathy affect customer satisfaction?- Do tangibles affect customer satisfaction?

Reliability(REL)

Responsiveness (RES)

Assurance(ASS)

Empathy(EMP)

Tangibles(TAN) Source: Parasuraman et al (1988)

Reliability (REL)

Responsiveness (RES)

Assurance (ASS)

Empathy (EMP)

Tangibles (TAN)

Customer satisfaction

(SAT)

H1

H2

H3

H4

H5

+

++

+

+

INDEPENDENT DEPENDENT

Prompt answers, understanding customers’ needs, reasonable hold time

RES

Consistent information, satisfactory answers, on first-call attempt, keeping informedREL

Knowledge, courtesy, making customers feel secured

ASS

Individualized attention, making efforts to help customers, recognized customers in later calls

EMP

Communication quality, working hours, voice techniques

TAN

Level of satisfaction, loyalty, worth-of-mouth recommendations

SAT

Hypothesis Statements

H1

There is a POSITIVE impact of reliability on customer satisfaction

H2

There is a POSITIVE impact of responsiveness on customer satisfaction

H3

There is a POSITIVE impact of assurance on customer satisfaction

H4

There is a POSITIVE impact of empathyon customer satisfaction

H5

There is a POSITIVE impact of tangibleson customer satisfaction

• Focus Group

• In-depth Interview

SAT = β0 + β1 *REL + β2 *RES +β3 *ASS + β4 *EMP + β5 *TAN

• Sample: 230

• Sampling method: Random

• Place: 03 branch offices in HCMC

• Survey Method: Face-to-face (163)

Email (67)

Variables Frequency Percent

Gender

Male 95 41.3

Female 135 58.7

Age

15-<25 5 2.2

25-<35 75 32.6

35-<45 90 39.1

45-<60 60 26.1

>60 0 0

Education level

High-school 25 10.9

College 50 21.7

University 130 56.5

Post-graduate 25 10.9

Variables MeanStandard deviation

Min Max

Reliability

(REL)3.1598 0.63963 2.00 4.25

Responsiveness

(RES)2.8159 0.81913 1.67 4.33

Assurance

(ASS)3.4859 0.60345 2.00 4.50

Empathy

(EMP)2.7337 0.67310 1.75 4.50

Tangibles

(TAN)3.0815 0.59164 1.75 4.25

Satisfaction

(SAT)3.12 0.70284 1.67 4.33

Cronbach Alpha: > 0.6

Variables Cronbach Alpha

Reliability .843

Responsiveness .84

Assurance .794

Empathy .845

Tangibles .728

Satisfaction .853

> 0.6

Variables Beta t Sig.

(Constant) .218 .717 .474

REL .373 5.981 .000

RES .175 3.055 .003

ASS .209 2.777 .006

EMP .168 2.298 .023

TAN .018 .251 .802

R2= 0.416

Hypothesis Statements p-value Results

H1Reliability .000

ACCEPTH2

Responsiveness .003

H3Assurance .006

H4Empathy .023

H5Tangibles .802 Reject

< .05

SAT = 0.218 + 0.373*REL + 0.175*RES + 0.209*ASS +

0.168*EMP

• Reliability affects customer satisfaction

• Responsiveness affects customer satisfaction

• Assurance affects customer satisfaction

• Empathy affects customer satisfaction

• Tangibles do NOT affect customer satisfaction

REL

RES

ASS

EMP

Products and Services

Call-handling

Business

Monitoring

Motivations

Appraisal