the study of customer satisfaction with the deposits
TRANSCRIPT
-I -
Department of Business Administration
I-Shou University
MASTER THESIS
THE STUDY OF CUSTOMER SATISFACTION
WITH THE DEPOSITS PRODUCT OF
AGRIBANK HA GIANG
Advisor : Dr Wanching Chang
Advisor : Le Khac Doa
Student : Nguyen Thi Hong
November 2016
-II -
-III -
Table of Contents The study of customer satisfaction with the deposits product of AGRIBANK Ha Giang 1
Abstract ..................................................................................................................................... 1
Chapter 1 Introduction............................................................................................................ 2
1.1 Background ..................................................................................................................... 2
1.2 The objective of study ..................................................................................................... 4
1.3 Research question ............................................................................................................ 4
1.4 Research significant ........................................................................................................ 5
Chapter II. Literature review ................................................................................................. 6
2.1 The development of AGRIBANK and AGRIBANK Ha Giang ..................................... 6
2.1.1 AGRIBANK Ha Giang ............................................................................................ 9
2.2 Overview of service and its characteristic..................................................................... 10
2.2.1 Service characteristic ............................................................................................. 10
2.2.2 The concept of quality of service .......................................................................... 11
2.3 SERVQUAL model....................................................................................................... 12
2.4 The relationship of Service quality and customer satisfaction ...................................... 13
2.5 Model and hypothesis of research ................................................................................. 14
Chapter III Methodology ...................................................................................................... 16
3.1 Research design ............................................................................................................. 16
3.2 Sampling........................................................................................................................ 18
3.3 Data analysis ................................................................................................................. 18
Chapter IV Data analysis ...................................................................................................... 20
4.1 Customer information ................................................................................................... 20
4.2 Item scaling ................................................................................................................... 21
4.3. Reliability ..................................................................................................................... 22
4.4 Regression analysis ....................................................................................................... 23
4.4.1 Pearson correlation coefficient .............................................................................. 23
4.4.2 Regression result.................................................................................................... 24
4.5 t-test and ANOVA ......................................................................................................... 26
4.5.1 The different level of satisfaction between gender of customer ............................ 26
4.5.2 The differnent of customer satisfaction and loyalty among age group ................. 27
4.5.4 The differnent of customer satisfaction among experience transation with Ha
Giang AgirBank .............................................................................................................. 28
Chapter V Conclusion and recommendation ...................................................................... 30
5.1 Conclusion ..................................................................................................................... 30
5.2 Recommendation ........................................................................................................... 31
5.3 Research limitation ........................................................................................................ 33
-IV -
Reference: ............................................................................................................................... 34
Appendix:................................................................................................................................ 36
(English version)..................................................................................................................... 36
-V -
Table of Figures
Figure 2.1 Research frame work .......................................................................................... 15
-VI -
Table of Tables
Table 3.1 Variable and Items ................................................................................................ 16
Table 4.1 Customer information .......................................................................................... 20
Table 4.2 Descriptive Statistics ............................................................................................. 21
Table 4.3 Reliability analysis ................................................................................................ 23
Table 4.4 Pearson correlation analysis................................................................................. 23
Table 4.5 Model Summary .................................................................................................... 24
Table 4.6 Anova result of model ........................................................................................... 25
Table 4.7. Results of regression analysis of five factors of SERVQUAL and customer .. 25
Table 4.8 The different level of satisfaction and loyalty between gender of customer .... 27
Table 4.9 The different of customer satisfaction and loyalty among age group .............. 27
Table 4.10 post-hoc test result of different satisfaction among age group of customer . 27
Table 4.11 The different of customer satisfaction among eudcation level ........................ 28
Table 4.12 The different of customer satisfaction among experience transation with Ha
Giang AgirBank ..................................................................................................................... 29
Table 4.13 post-hoc test result of different satisfaction among experience of customer 29
- 1 -
The study of customer satisfaction with the deposits product of
AGRIBANK Ha Giang
Abstract
The implications of the global financial crisis along with the pressure of implementing the
project of the government reform the financial sector led the bank is facing many difficulties
and challenges. Therefore, the study of customer loyalty and the influencing factors is
essential especially in the context of previous research has little to clarify this issue. by
applied the SERVQUAL model, this study objective is to analysis the level of customer
satisfaction with deposit product of AGRIBANK Ha Giang. Total 200 questionnaires sent to
customers at the transaction counter and email with the support of the customer service
department from 2016, August to 2016 September. There were 167 surveys were collected at
a rate of 83,5% respondents feed back, while 25 votes were rejected due to invalid.
Therefore, the remaining number of samples for inclusion in the analysis is 142
questionnaires. From the regression model, this study can be concluded that 5 of five factor
of SERVQUAL Model has positive relationship on the customer satisfaction with Ha Giang
Agribank service. For the detail of each factor effecting, the result shows that the reliability
factor has the biggest impact on customer satisfaction (beta = .409), the second is tangible
(beta =.320) the third is response factor (beta=.176), the forth is assurance factor (beta=.129)
and the last factor is empathy (beta =.122). From the t-test and anova show that that there is
not significant difference between male and female in customer satisfaction with Ha Giang
Agribank service. The result indicates that customer in different age group, education level
and experience have different level of satisfaction.
Keywords: Customer satisfaction, Servqual model, Banking industry, Agribank, Ha Giang
Agribank
- 2 -
Chapter 1 Introduction
1.1 Background
The globalization and international economic integration is strong ongoing in Vietnam along
with the development of science and technology and the opening market (Bilgili, Kedia, and
Bilgili, 2016), the banking industry took place the next fierce between the state Bank,
Commercial Bank and Bank Shares Foreign service providers in the market Vietnam
Banking and Finance.
For state banks as AGRIBANK Ha Giang objects serve their mainly for people and
agriculture development, domestic enterprises, foreign individuals, and ultimately the
individual's new Vietnam. The reason is because the policy of protection of domestic banks
of State Bank of Vietnam does not allow foreign banks to freely develop individual customer
segment and the accompanying services. In the early stages of development, AGRIBANK Ha
Giang has towards its customers is a key corporate customers, especially foreign firms.
Firstly, this is the group of customers know the financial strength, quality of service, as well
as AGRIBANK Ha Giang's reputation in many different countries and they are easily picked
HSBC partners for their active support in the Financial services. Second, because the
business has great need and often about the financial support they are groups of customer’s
frequent transactions with the Bank. Therefore, when implementing services for business
customers, the feasibility will be high and also a significant scale, customer groups and
businesses also bring more profits for the banks comes from the frequency allocation more
regular services. Third, the foreign investment activities in Vietnam development, the number
of foreign firms (especially the enterprises in the Asia-Pacific region where AGRIBANK Ha
Giang is the best known) also increased significantly and inevitably they go to AGRIBANK
Ha Giang is your top choice.
Fourth, many foreign enterprises in local companies that are clients of the HSBC Group
AGRIBANK Ha Giang in Vietnam should also be supported as much information about your
- 3 -
business, so the bank will understand the business this more and they easily grant a credit line
for this business than retail customers. Fifth, foreign enterprises with independent auditing
regime and transparent financial information should be ready to provide the required
financial reporting as a basis for the Bank to consider the implementation of communication
relations Translate. Comes from the safety requirements in the operation of the Bank.
Vietnam than in many countries in the world with only some country risk (country's risk)
high so the selection of retail customers would risk more often than corporate customers
because banks do not understand retail customers a thorough way by retail customers do not
have clear financial statements, as well as credit history and the difficulty of changing
accommodation, workplace ...
In recent years, with strong growth of the retail market of Vietnam's potential along with the
gradual removal of restrictions in the Bank of the State Bank to AGRIBANK Ha Giang have
extended the scope its activities into the field of retail customers. However, with a positive
contribution to the development of the Bank's corporate clients is still key customer groups
(contributing more than 2/3 of the Bank's business interests) and also the communication
client Bank system ever. Because of the reasons mentioned above that the author has chosen
the object of study are Corporate Banking, which had transactions more fully the needs of
customers and feel of customers about the service quality of the Bank. As the economy grows
, the growth of per capita income and the type of enterprise has created a potential market for
commercial banks , especially the banking market retail. Personal customer market is always
a potential market and are very attractive to banks while statistics show that only 50-60 % of
people have accounts in banks.
Historically savings is always one of the traditional services of the bank (Vijayan and
Shanmugam, 2015). Among individual sources have always been regarded as the most stable
with a reasonable cost. It provides funds to the bank can provide the loan service Ha Giang
- 4 -
province has been the Joint stock banks have been established and are growing like Viettin
Bank, BIDV , Vietnam Post Bank ... .Dan Union to compete for customers , reduced
revenues , and the comparison cross- service products . Especially in the present context
where the State bank deposit interest rate cap is an issue that raises is how to Ha Giang
Agribank can compete with other banks in the province, how to retain old customers and
attract new customers to deposit money at the bank (Thulani, Tofara and Langton, 2015). In
order to do that they have no choice but to improve the quality of customer services
Therefore, “study of customer satisfaction for banks is an important work must be done
regularly and continuously to be able to respond promptly to changes in their needs so that
we can able to better serve our customers and make the customers always satisfied when
using the services and products of the Bank. The theme Research customer satisfaction for
deposit products and services of AGRIBANK Ha Giang” is done not out of this purpose and
the author hopes to get more feedback to research problems excellent save.
1.2 The objective of study
Based on the operations and strategic development of the bank AGRIBANK Ha Giang,
research projects are carried out the objectives as:
- Identify the need of customer in using banking service
- Building a model study measuring customer satisfaction based on the
understanding the factors that affect customer satisfaction.
- Assess the level of customer satisfaction with the products and services of AGRIBANK
Ha Giang
- Propose a number of measures to enhance the level of customer satisfaction for the
products and services of AGRIBANK Ha Giang
1.3 Research question
From the objective of study this study propose following question of research
- Is there any relationship between tangible factor and customer satisfaction with the
- 5 -
deposits product of AGRIBANK Ha Giang?
- Is there any relationship between reliability factor and customer satisfaction with the
deposits product of AGRIBANK Ha Giang?
- Is there any relationship between responses factor and customer satisfaction with the
deposits product of AGRIBANK Ha Giang?
- Is there any relationship between assurance factor and customer satisfaction with the
deposits product of AGRIBANK Ha Giang?
- Is there any relationship between empathy factor and customer satisfaction with the
deposits product of AGRIBANK Ha Giang?
- Are there any difference among customer demographic with the level of customer
satisfaction with the deposits product of AGRIBANK Ha Giang?
1.4 Research significant
The study identifies factor impact on the customer satisfaction and help customers feel
satisfied when looking to AGRIBANK Ha Giang. The study results serve as a basis for the
deployment of the products, and new services to meet the needs of customers.
With the analysis of the factors relating to satisfaction of the customer, the bank will better
understand customer needs and quality of service that banks are offering. Here's how to
evaluate objectively and high generalized measure of bank performance in the eyes of
customers.
Based on the study of customer satisfaction with the services of AGRIBANK Ha Giang, the
author will propose a number of measures to improve customer satisfaction.
- 6 -
Chapter II. Literature review
2.1 The development of AGRIBANK and AGRIBANK Ha Giang
Agricultural Bank is a versatile commercial bank, operating mainly in the field of agriculture
and rural areas, is a legal entity, independent economic accounting, autonomous, self-
responsible for their activities in advance law.
Date 07/30/1994 at the Decision No. 160 / QD-NHN9, Governor of the State Bank approved
model management system innovation of the Agricultural Bank of Vietnam, on that basis, the
General Director of the Vietnam Agriculture Bank in writing specifying 927 / DOP /
agricultural Bank dated 16.08.1994 identified: agricultural Bank of Vietnam has two levels:
to advise and direct supply business. This is really a turning point for the organizational
structure of the Vietnam Bank for Agriculture and also the foundation for business operations
of the Bank for Agriculture and Rural Development in Vietnam later.
Based on the good results of the Fund concessional lending to poor households, the
Agricultural Bank continued recommendations of the Bank for the Poor, by the Government,
the State Bank support, public opinion is very welcome welcome. Dated 31.08.1995, the
Prime Minister issued Decision No. 525 / TTg to establish the Bank for the Poor.
Bank for the Poor is a credit institution operating in the State of the country, have legal status,
charter capital, assets, balance sheets, seals, headquartered in Hanoi. Initial operating capital
of 400 billion dong by the Agricultural Bank of Vietnam contributed 200 billion, the Bank
for Foreign Trade Bank 100 billion and 100 billion State. Activities of the Bank for the poor
as poverty reduction objectives, not for profit, of preserving initial capital, development
capital and offset the cost. Bank for the poor - is actually the point of operation of the
Vietnam Bank for Agriculture survive and thrive. 09/2002 coming months, outstanding loans
amounted to 6694 billion, prestige both at home and abroad, is the international organization
and particularly appreciated by all big stories the people support and esteem. Because of such
results, dated 10.04.2002, the Prime Minister issued Decision No. 131/2002 / QD-TTg to
- 7 -
establish the Social Policy Bank on the basis of the Bank for the Poor - from 01.01.2003 the
Bank for the poor has been transformed into the social policy Bank. Agricultural Bank was
the one who proposed the establishment, implementation and protection of the poor service
bank Bank forerunner of social policies - This is a great pride of the Bank for Agriculture and
Rural Development Vietnam village in the economic development, poverty reduction.
Dated 11.15.1996, which was authorized by the Prime Minister, the Governor of the State
Bank of Vietnam signed Decision No. 280 / QD-NHNN renamed Vietnam Agricultural Bank
of Bank of Agriculture and Rural Development Vietnam.
The year of 2001 was the first year of implementation NHNo restructuring scheme with the
policy content is debt restructuring, financial healthy, improving asset quality, converting the
current accounting system according to international standards and the new double rearrange
the organizational structure in the model of modern commercial banks to strengthen training
and retraining of staff focused banking technology innovation, building management
information system modernization.
The year 2008 marks the 20-year journey to build and grow the Agribank and also a decisive
year in the process of international economic integration, according to the guidelines of the
Party and Government. In its development strategy, Agribank will become a financial group
multidisciplinary, multi-property, multi-disciplinary activities. Accordingly, the system
determines the priority must be given broad objectives, namely: Continue to hold the leading
role, key in the rural financial market, has always been a faithful companion of 10 million
trust Household; Promote bank restructuring, solved the problem of bad debts, reached the
capital adequacy ratio according to international standards, development of information
technology systems, diversify products, improve service quality , prepare high-quality human
resources, ensuring the interests of workers and develop cultural brand- Agribank.
On the foundation of modern information technology and realize the role of products and
- 8 -
services beyond the traditional credit, 2009 Agribank focused introduction and development
of products, banking services advanced utility, typical is the mobile banking services such as
SMS Banking, VnTopup, ATransfer, Apaybill, VnMart; payments connected with the
Treasury, Customs in collaboration revenues; released on 4 million cards of all kinds. By the
end of 2009, total assets of approximately 470,000 Agribank billion, up 22% compared to
2008 . Also issued in 2010, Agribank government additional grant 10202.11 billion, bringing
the total charter capital of Agribank to 20 810 billion, continued is a financial institution with
the largest charter capital of Vietnam. Proactive enforcement of the policy of the Party, the
State, the monetary policy of the State Bank, Agribank actively implementing Decree No.
41/2010 / ND-CP on the basis of the review 10 years of implementing Decision No. 67/1999
/ QD-TTg on credit policy to serve the development of agriculture and rural areas, continued
to assert its role in investment in agriculture and rural areas the proportion of loans with
"Tam Nong" always accounting for 70% of total outstanding loans in the system. In 2010,
Agribank official Bank rose to the No. 1 Vietnam in the field of development on 6.38 million
cardholders with cards, a breakthrough in the development of advanced products and
services, especially in the bar etc ... on the domestic accounting 28.06.2010, Agribank
officially opened the first foreign branch in Cambodia. Agribank officially announced the
establishment of Officer Training School (formerly the Learning Center) on the occasion of
20/11/2010. Agribank year 2010 was also successfully organized the First Party Congress
VIII (term 2010-2015), advanced typical meeting for the third time, the whole industry Sixth
sports.
In 2013, Agribank 25th anniversary of the founding (26/03/1988 - 26/03/2013). At the 25th
anniversary of its establishment, Agribank honored to receive a prestigious award of the
Party, State awarded - Third Labour Medal for outstanding achievements in service of
economic development of agriculture and rural development and farmers in the reform
- 9 -
period, contributing to the cause of building socialism and national defense.
2.1.1 AGRIBANK Ha Giang
Currently, AGRIBANK Ha Giang has 19 wholesale transactions, including provincial base,
11 branches and 7 room category 3 transactions (up 2 branches and 2 district transaction
offices than in 1991). Mobilized capital reached 1,396, 8 billion, increased 140 times over
1991; Loans outstanding reached 1755.7 billion; increasing credit quality improved, the NPL
ratio in 1991 accounted for over 7%, now only 0.7%. AGRIBANK Ha Giang is an important
fund channel serves to meet the needs of capital for economic development, especially in
rural areas Agriculture. Credit capital of the Bank has covered 100% verified communes and
villages of the province.
Besides, the supply of products and services of banks increasingly rich, with many modern
facilities, attractive, and better meet customer needs, enhance brand AGRIBANK Ha Giang,
such as: ATM card issuance, Mobile Banking, payment via account salaries, agents selling
airline tickets.
First 6 months of 2016 , Agriculture Ha Giang has implemented promptly and institutions to
strictly implement the guidance of the senior branches and committees local authorities on
the work of credit, listened closely to serve mission economic development, the province's
social. Initiative, efforts to find qualified clients to loan growth targeted, driven out, the credit
growth associated with improving credit quality priority areas for agricultural and rural
development village. Total funds mobilized locally to date reached 3,192 billion 06/30/2016,
an increase compared to the same period of 2015 was 342 billion, total capital of
AGRIBANK Ha Giang 44% of total capital in the province. Total outstanding domestic
currency reached 2,999 billion, an increase over the same period in 2015 is 407 billion, the
NPL ratio was 0.87%. Outstanding loans reached 9% overall growth, debt collection has
handled 9216 million risk reaches 60% of the plan year, profit was 71 718 million stock
- 10 -
financing contract
Discussion at the meeting, the delegates focused on analyzing the causes exist, evaluate the
competition is increasing by the introduction of other commercial banks in the province.
Target not reached the capital than planned, the new service targets only 41.2% of the plan
year, bad loans increased 0.11%. On that basis, the Conference has launched measures to
promote business development last 6 months of 2016 were: Proactive, flexible and efficient
in operating the business plan oriented, ensure discipline, discipline, implementation teams
and stock to individual workers. Executive deposit rates and lending quick, properly
operating mechanism of the interest rate of the State Bank, in accordance with local practice.
To intensify the mobilization of capital, diversification of products raise capital, accelerate
deployment of utility products and services, market expansion and market share in the
province. Striving to raise capital in local currency reached 3.550 billion, 100% of the traffic
plan, including deposits from residents accounted for 89% of total mobilized capital. Striving
to total loans reached 3,178 billion, up 15% year to date, total revenue reached 19 967 million
services, the NPL ratio of 0.8% under the sheet.
2.2 Overview of service and its characteristic
Service is a popular concept in the marketing and trading. There are many ways to define the
services but according Zeithaml (2000), the "service is the act, process, and how to do a task
that in order to create value for customers to use to satisfy the needs and expectations of our
customers"
2.2.1 Service characteristic
Service is a special product has many other characteristics with other commodities as:
“invisibility, heterogeneity, as inseparable and can not be stored” (Fitzsimmons, Fitzsimmons
and Bordoloi, 2006).
Intangible
Services is tangible, weighing, measuring a specific method such as “for the tangible physical
- 11 -
product. When buying physical products, customers can request testing, quality testing before
purchasing products and services, but it is impossible to conduct such reviews”.
Heterogeneous
This characteristic is known as “the distinctiveness of the service”. Moreover, the same kind
of services also have the level of implementation of "premium", "popular" to "secondary".
Therefore, the assessment of service quality perfect or poor can hardly determined based on a
standard measure that must take into account many other factors involved in the specific case.
Inseparable
Integral calculation of service is difficult to express in the service division into two sharply
stage is the stage of production (production) and the period of use (Consumption). The
creation and use of common services at the same time coincided with each other. If goods are
often produced, warehousing, distribution and final delivery to the consumer new, the service
was created and used.
Un-stored
Services can not be stored, warehoused and sold like other commodities. We can prioritize
the provision of services in order before the next but can not store it and then bring service to
use for the service done is the end, unable to devote to "reuse" or "restored" back. Therefore,
the service is used when forming and ended shortly thereafter.
1.2 Quality of service
2.2.2 The concept of quality of service
There are different perceptions about the service, but has some way centered primarily
understand the following: According to the traditional view: What not to cultivate, not the
manufacturer's service. (Includes the following activities: hotels, entertainment, insurance,
health care, education, finance, banking, transport) (Gronroos, 1990). According to common
understanding: Service is a product of its activity is invisible (Zablah, Bellenger and
- 12 -
Johnston, 2004).
ISO 8402: "Service is the result generated by the operations of contact between the supplier
and the customer and internal operations of the supply to meet the needs of customers” (Ran,
2003).
Services include three component parts: Basic services are activities performed primary
purpose, functions and duties of service.Services that facilitate operations performed better
basic services and increase the value of basic services such as marine tourism, basic services
are bathing but support services are eating, at hotels, activities for sightseeing, entertainment,
leisure and cultural activities. Full service including basic services and support
services(Zablah et. al., 2004). Customers are getting a service and other customers. This is
the fundamental factor and the absolute necessity to have the service. No customers, no
services exist.
2.3 SERVQUAL model
Servqual, according to Parasuraman, Zeithaml and Berry (1988) is one of the main tools in
Marketing services used to evaluate the quality of the service, he said that the scale
SERVQUAL achieve reliability and value. This scale can be applied in different types of
services such as restaurants, hotels, hospitals, schools, airlines, tourism, etc ...
SERVQUAL given 22 pairs of the research question, the first 22 questions intended to assess
the expectations of customers of the provider's service by asking survey participants scored
on a scale of 7 properties according to the need of the services offered. 2 sets 22 questions to
determine the participants' perception survey on the level of assessment services. In each pair
of questions, when analyzed, it will calculate the difference between the expectations and
perceptions of the classification by the service, the average points difference will be the
overall quality according servqual . The designers also developed a model of quality
difference services including 5 types: G1: The difference between the expectations of the
- 13 -
customer and the manager's perception of that desire; G2: The difference between the
perception of managers about the wishes of the customer and technical parameters of quality
of service; G3: The difference between the technical parameters of quality of service and
information notified to the direction of those parameters; G4: The difference between the
actual service information and notify customers of such services; G5: The difference between
the expectations and perceptions of customers about the services offered. The first four
differences are the key elements of service quality gap that customers can feel. Thursday
difference is a basic definition of customer oriented quality of service: the difference between
customer expectations for excellent service and their perceptions about the actual service.
This difference is a fundamental tool of SERVQUAL. The smaller the distance difference,
given the quality of service possible, so managers must reduce G5 down to the extent
possible to provide the best service to customers. (Nitecki and Hernon, 2000).
The questionnaire used in SERVQUAL be considered as a measure of confidence and is
divided into 5 main categories including tangible means, reliability, ability to respond,
knowledge and attitudes of staff and understanding of toxic giade needs graded the desires
and perceptions of customers about the quality of service. Based on the basic content of the
above, the survey implementing agencies will design the survey. Through the analysis of the
gap between customer expectations with customer awareness about the services the agency
provides, the survey will assess the quality of agency services.
2.4 The relationship of Service quality and customer satisfaction
As Patel (2016) the customer requires very diverse and rich, to be able to survive and grow
businesses need to satisfy those requirements.
Real needs and expectations of customers called quality expectations. The quality that
customers get from the product of the business known as the actual quality (Ahmed, Rizwan,
Ahmad and Haq, 2014 Nitecki and Hernon, 2000; El Saghier and Nathan, 2013; Mitra, 2016).
- 14 -
Between quality expectations and actual quality is always a certain distance, which is the
distance of the customer is not satisfied, so enterprises must strive to reduce that gap.
The determination of the structure of the customer expectations have meant a lot to every
business. It helps businesses save time and effort trying to focus on the quality of the basic
attributes needed to be discussed with customers in clear steps, and determine the level of
satisfaction of the needs of quality customers for existing products are now provided and
forecast the development trend of customer expectations on product quality attributes to meet
future needs (Kärnä, 2014). Understanding these differences will help us to limit confusion
between the identification of factors that determine the quality of services and the factors that
affect customer satisfaction (Edvardsen et. al., 1994).
2.5 Model and hypothesis of research
Based on the literature review, this research propose the model and hypothesis as flowing
Hypothesis:
H1: There is relationship between tangible factor and customer satisfaction with the
deposits product of AGRIBANK Ha Giang.
H2: There is a relationship between reliability factor and customer satisfaction with
the deposits product of AGRIBANK Ha Giang.
H3: There is a relationship between responses factor and customer satisfaction with
the deposits product of AGRIBANK Ha Giang.
H4: There is a relationship between assurance factor and customer satisfaction with
the deposits product of AGRIBANK Ha Giang?
H5: There is a relationship between empathy factor and customer satisfaction with the
deposits product of AGRIBANK Ha Giang?
H6: There are differences among customer demographic with the level of customer
satisfaction with the deposits.
- 15 -
Figure 2.1 Shows the research framework of this study.
Figure 2.1 Research frame work
Reliability
Responsiveness
Tangibles
Assurance
Empathy
Customer
satisfaction
Customers
demographic
H1
H2
H3
H4
H5 H6
- 16 -
Chapter III Methodology
To do research on customer satisfaction for AGRIBANK Ha Giang, the author has combined
using research method of quantitative research to descriptive study, researchers analyzed ...
on the basis of understanding the theory on customer satisfaction with the detailed scale is set
up as described in Chapter 2. in addition, the policy works of banks, the relationship between
research and other factors are also considered in an objective manner, synchronized to
achieve research results and practical precision.
3.1 Research design
The SERVQUAL model is applied to develop questionnaire and the factor of satisfaction is
based from the scale of Bachelet (1995). Table 3.1 shows the variable and items
Table 3.1 Variable and Items
Variable Items Code
Ha Giang AgriBankguarantee security issue RE1
Ha Giang AgriBankProvide timely service as committed RE2
The deposit products and services of Ha Giang
AgriBankwere performed accurately
RE3
Ha Giang AgriBank Provide complete information,
accurate and timely
RE4
Bank guarantee security issue RE5
Responsiveness
Diverse products and services to meet customer needs RS1
There are many customer care program RS2
Professional staff to handle rapid accurate RS3
Staff actively advise suitable products for customers RS4
- 17 -
Assurance
Staff ready to serve and assist customers AS1
Resolve complaints quickly and rational AS2
Guide to procedures for clients fully understandable AS3
The staff is professional and qualifications AS4
Empathy
Enthusiastic, considerate and fun staffs EM1
Employees interested in the individual requirements of the
customer
EM2
Always listen to customers EM3
Always polite, friendly customer EM4
Tangible
The location of transaction is convenience and in
accordance with customer needs
TA1
Spacious transaction, using modern technology TA2
Nice layout of the counter, identifiable for Customers
reasonable
TA3
The staff dresses polite TA4
Paper forms to be used in transactions were designed easily TA5
Customer
satisfaction
Ha Giang AgriBank offers more benefits than costs me
money
CS1
Ha Giang AgriBankis the best among competing banks CS2
Ha Giang AgriBankis much better than what I expected CS3
- 18 -
This study is a quantitative research, so the scale is selected hierarchical scales or scale ratio
can not be used to identify the scale of the investigation. Scale levels can be used as scale or
Likert scale; however Likert scale was selected because of its advantages is the use of a
positive sequence. Specifically, in this study 5 point Likert scale was selected as a
measurement scale survey questions.
3.2 Sampling.
Total 200 questionnaires sent to customers at the transaction counter and email with the
support of the customer service department from 2016, August to 2016 September. List of
customers received the questionnaire are randomly selected on the basis of bank data.
There were 167 surveys were collected at a rate of 83,5% respondents feed back, while 25
votes were rejected due to invalid. Therefore, the remaining number of samples for inclusion
in the analysis is 142 questionnaires.
3.3 Data analysis
- Descriptive Statistics
Samples collected were analyzed using descriptive statistics: Classification criteria for
classification of samples according to the survey, on average, maximum value, minimum
value of the answers in the questionnaire.
- Testing of the reliability of the scale
To test the reliability of the scale used in the study, the authors used Cronbach`s Alpha
coefficients for verification and correlation coefficient of total variation. The variables are not
reliable guarantee will be excluded from the research model and does not appear when
exploring factor analysis (EFA). Selection criteria Cronbach`s minimum Alpha 0.6 (Hair et
al, 2006), the correlation coefficient is less than 0.3 of the total variation is considered
garbage and turn naturally eliminated from the scale (Nunally and Burstein, 1994).
- 19 -
- Testing research hypotheses
Multiple regression, t-test and Anova is used to test this thesis hypothesis.
- 20 -
Chapter IV Data analysis
4.1 Customer information
Total 200 questionnaires sent to customers at the transaction counter and email with the
support of the customer service department from 2016, August to 2016 September. List of
customers received the questionnaire are randomly selected on the basis of bank data.
There were 167 surveys were collected at a rate of 83,5% respondents feed back, while 25
votes were rejected due to invalid. Therefore, the remaining number of samples for inclusion
in the analysis is 142 questionnaires.
Table 4.1 Customer information
Characteristic Frequency Percent
Gender Male 85 59.9
Female 57 40.1
Total 142 100.0
Age >25 year old 6 4.2
26 - 35 year old 16 11.3
36 - 45 year old 68 47.9
<45 year old 52 36.6
Total 142 100.0
Education Above bachelor 5 3.5
Bachelor 16 11.3
Vocational 36 25.4
high school 65 45.8
below high school 20 14.1
Total 142 100.0
- 21 -
Total 180 customers were surveyed in this study, there are 85 customers are male that count
for 59.9% and 57 female counted for 40.1% of respondent. Related to age of customer, this
study result finds that customer who is >25-year-old is just 4.2%, from 26 - 35-year-old is
11.3%, from 36 - 45-year-old is 47.9% and <45 year old is 36.6%, indicate the high age of
respondent in this study.
With the level of education of customer, this research result show that customer who have
above bachelor is counted for 3.5% only, Bachelor is 11.3%, Vocational education level is
25.4%, customer who have high school degree in this study is 345.8 % and below high school
is 14.1%. Since Ha Giang is high mountain city so most customer have very low level of
education.
Related to transaction experience of customer with Ha Giang AgriBank, this study survey
shows that customer who have >3-year transaction experience is counted for 19.7%, from 3-5
year is 28.9% and <5year is 51.4% indicated long time experience transaction of customer.
4.2 Item scaling
To check the center tendency of item this study use the scaling method, the result is shown in
table 4.2
Table 4.2 Descriptive Statistics
N Mean Std.
Deviation
Skewness
Statisti
c
Statist
ic
Std.
Error
Statistic Statist
ic
Std.
Error
Experience >3 year 28 19.7
3-5 year 41 28.9
<5year 73 51.4
Total 180 100.0
- 22 -
RE1 142 3.41 .100 1.186 -.193 .203
RE2 142 3.41 .088 1.046 -.130 .203
RE3 142 2.99 .085 1.010 -.055 .203
RE4 142 3.57 .104 1.234 -.486 .203
RE5 142 3.49 .103 1.225 -.336 .203
RS1 142 3.12 .080 .956 -.144 .203
RS2 142 3.15 .079 .945 -.250 .203
RS3 142 2.86 .086 1.022 .085 .203
RS4 142 3.35 .090 1.072 -.272 .203
AS1 142 3.63 .090 1.076 -.455 .203
AS2 142 3.62 .087 1.036 -.423 .203
AS3 142 3.46 .082 .972 .003 .203
AS4 142 3.53 .085 1.015 -.304 .203
TA1 142 3.50 .088 1.050 -.447 .203
TA2 142 3.39 .097 1.161 -.098 .203
TA3 142 3.64 .099 1.175 -.464 .203
TA4 142 3.74 .095 1.128 -.523 .203
EM1 142 3.92 .097 1.155 -.799 .203
EM2 142 3.92 .096 1.149 -1.013 .203
EM3 142 3.54 .085 1.015 -.200 .203
EM4 142 3.91 .097 1.160 -.842 .203
CS1 142 3.30 .092 1.091 -.163 .203
CS2 142 3.01 .083 .986 -.330 .203
CS3 142 2.94 .094 1.122 .112 .203
Valid N
(listwise)
142
From the result shows that, all the items have very good center tendency with almost have
mean score > 3.
4.3. Reliability
Cronbach Alpha coefficients were used to remove the "trash", these variables have a
corrected item - total correlation is less than 0.3 will be disqualified and the scale will be
chosen as Cronbach's alpha above 0. 6 as recommended by Nunnally and Burnstein (1994).
Table 4.2 is shown the Reliability analysis after removed 1 observation have a corrected item
- total correlation is less than 0.3 include: Paper forms to be used in transactions were
designed easily (Tangible factor)
- 23 -
Table 4.3 Reliability analysis Variable Item number Cronbach Alpha
Reliability 5 0.874
Responses 4 0.850
Assurance 4 0.821
Empathy 4 0.860
Tangible 4 0.841
Customer satisfaction 3 0.828
Thus, after analysis showed Cronbach's alpha SERVQUAL model in the model proposed is
19 observation variable with 5 independent factors and 2 dependent factors, there is 01
variables were excluded from the model. All the scale chosen as Cronbach's alpha above 0. 7
are reliability as recommendation by Nunnally and Burnstein, (1994)
4.4 Regression analysis
4.4.1 Pearson correlation coefficient
Correlation analysis results showed that the correlation coefficient between the independent
and dependent variables are significant (sig <0.05), so the independent variables included in
the regression analysis is appropriate.
Table 4.4 Pearson correlation analysis
RE RS AS EM TA CS
RE Pearson
Correlation
1
RS Pearson
Correlation
.490**
1 .
AS Pearson
Correlation
.379**
.449**
1
EM Pearson
Correlation
.318**
.324**
.322**
1 *
TA Pearson
Correlation
.474**
.456**
.310**
.440**
1 .
- 24 -
CS Pearson
Correlation
.740**
.605**
.503**
.386**
.641**
1
In addition, the results showed a number of independent variables are correlated with each
other. Therefore, when regression analysis should pay attention to multicollinearity problems.
4.4.2 Regression result
To test the relationship among five factors of SERVQUAL and customer satisfaction with
deposits product of AGRIBANK Ha Giang. This study uses multiple regression analysis.
Regression analysis will determine the linear regression equation, with the beta found to
confirm a causal relationship among the dependent variable customer satisfaction (CS) and
the independent variables are: Reliability (RE), Responsiveness (RS), Assurance (AS),
Empathy (EM) and Tangible (TA) to determine the degree of influence of each factor in the
customer satisfaction (CS) in ATM using at VietinBank. Analyzed using multiple linear
regression of SPSS 22.0 software with the method put into a turn (Enter). Assumptions and
factors influencing the cost of the service unit in apartment buildings with linear correlation,
regression equation for theoretical models as follows:
CS = β0 + β1RE + β2 RS + β3 AS + β4 EM + β5 TA + є
Results of regression analysis with SPSS 20.0 software with regression results are as
follows:
Table 4.5 Model Summary
Mode
l
R R
Square
Adjusted R
Square
Std. Error
of the
Estimate
1 .844a .712 .701 .50768
The analytical results show that models the correlation coefficient R2 = 0.712 and R
2
adjusted is .701. The index is to ensure safety in the assessment of the suitability model (not
- 25 -
to exaggerate the relevance of the model). the model is considered suitable by 70.1%, it
means 70.1% of customer satisfaction is explained by the independent.
Table 4.6 Anova result of model
Model Sum of
Squares
df Mean
Square
F Sig.
1 Regression 86.600 5 17.320 67.201 .000b
Residual 35.052 136 .258
Total 121.653 141
ANOVA analysis showed that F = 67.201 is significant at 0.000 level, suggesting that
building the regression model is consistent with the data collected and the factors are
statistically significant at the 5% significance. Thus, the factors for the independent variable
in the model with factors related to the dependent variable.
The regression results obtained are as follows:
Table 4.7 Results of regression analysis of five factors of SERVQUAL and customer Model Unstandardized
Coefficients
Standardized
Coefficients
t Sig.
B Std.
Error
Beta
1 (Constan
t)
-.930 .223 -4.180 .000
RE .433 .053 .409 8.142 .000
RS .204 .058 .176 3.532 .001
AS .151 .053 .129 2.829 .005
EM .143 .051 .122 2.291 .048
TA .322 .052 .320 6.149 .000
- 26 -
From the regression of standardized model, this study can be concluded that 4 of five factor
of SERVQUAL Model has positive relationship on the customer satisfaction with Ha Giang
Agribank service include: H1, H2, H3,H4 and H5 are supported by the model.
The result shows that H5: There is a relationship between empathy factor and customer
satisfaction about service quality of AgriBank is not supported by the model (Beta = 0.62,
P>0.05)
For the detail of each factor effecting, the result shows that the reliability factor has the
biggest impact on customer satisfaction (beta = .409), the second is tangible (beta =.320) the
third is response factor (beta=.1176), the forth is assurance factor (beta=.129) and the last
factor is empathy (beta =.122)
4.5 t-test and ANOVA
For further testing the hypothesis H6: There are difference among customer demographic
with the level of customer satisfaction with service quality of AgriBank (Gender, age,
education, experience). This study uses the t-test and ANOVA.
H0: 1 - 2 = 0
H1: 1 = 2 # 0
4.5.1 The different level of satisfaction between gender of customer
T-test is applied to test the different level of satisfaction between gender of customer (male
and female). Table 4.7 shows the result of t-test of different level satisfaction and loyalty
between gender of customer.
The result analysis show that with the alpha of 0.05, the independent t-test indicate the that
the average level of satisfaction of male is not difference from female t (1) = -.652, P>0.05
(table 4.7). It can be concluded that there is not significant difference between male and
female in customer satisfaction with Ha Giang Agribank service.
- 27 -
Table 4.8 The different level of satisfaction and loyalty between gender of customer
F Sig. t df Sig. (2-
tailed)
C
S
Equal variances
assumed
.909 .342 -.279 140 .781
Equal variances
not assumed
-.273 111.958 .785
4.5.2 The differnent of customer satisfaction and loyalty among age group
To test the different of customer satisfaction and loyalty among age group, the ANOVA with
0.05 sig. is taken ( table 4.9) age group include: >25 year old, 26 - 35 year old, 36 - 45 year
old and <45 year old . The result indicates that customer in different age group have different
level of satisfaction (F= 15.545; P<0.05).
Table 4.9 The different of customer satisfaction and loyalty among age group
Sum of
Squares
df Mean
Square
F Sig.
Between
Groups
30.727 3 10.242 15.545 .000
Within
Groups
90.925 138 .659
Total 121.653 141
For further testing the different satisfaction among age group of customer, this study is use
the post-hoc test with duncan method, table 4.10 shows the post-hoc test result.
Table 4.10 post-hoc test result of different satisfaction among age group of customer
(I) Age (J) Age Mean
Differenc
e (I-J)
Std. Error Sig.
>25 year old 26 - 35 year
old
-.63889 .38858 .102
36 - 45 yearold -1.20261* .34569 .001
<45 year old -1.79915* .34998 .000
- 28 -
26 - 35 year
old
>25 year old .63889 .38858 .102
36 - 45 yearold -.56373* .22554 .014
<45 year old -1.16026* .23206 .000
36 - 45
yearold
>25 year old 1.20261* .34569 .001
26 - 35 year
old
.56373* .22554 .014
<45 year old -.59653* .14953 .000
<45 year old >25 year old 1.79915* .34998 .000
26 - 35 year
old
1.16026* .23206 .000
36 - 45 yearold .59653* .14953 .000
The result from table 4.10 shows that customer who is > 25-year-old and 26 - 35-year-old are
not satisfied with the Ha Giang Agribank while the customer with the age of 36 - 45-year-old
and <45-year-old have satisfied level (P<0.05).
4.5.3 The differnent of customer satisfaction among eudcation level
To test the different of customer satisfaction among eudcation level, the ANOVA with 0.05
sig. is taken ( table 4.10) eudcation level include: Above bachelor, Bachelor, Vocational, high
school, below high school. The result indicates that customer in different eudcation level do
not have different level of satisfaction (F= 2.402; P>0.05).
Table 4.11 The different of customer satisfaction among eudcation level
Sum of
Squares
df Mean
Square
F Sig.
Between
Groups
7.972 4 1.993 2.402 .053
Within
Groups
113.680 137 .830
Total 121.653 141
4.5.4 The differnent of customer satisfaction among experience transation with Ha
Giang AgirBank
To test the different of customer satisfaction among experience, the ANOVA with 0.05 sig. is
taken ( table 4.11) experience include: >3 year, 3-5 year and <5year. The result indicates that
- 29 -
customer in different experience have different level of satisfaction (F= 8.426; P<0.05)
Table 4.12 The different of customer satisfaction among experience transation with Ha Giang AgirBank
Sum of
Squares
df Mean
Square
F Sig.
Between
Groups
13.153 2 6.577 8.426 .000
Within
Groups
108.499 139 .781
Total 121.653 141
For further testing the different satisfaction and loyaty among experience of customer, this
study is use the post-hoc test with duncan method, table 4.12 shows the post-hoc test result of
different satisfaction among experience of customer
Table 4.13 post-hoc test result of different satisfaction among experience of customer
(I)
Experince
(J)
Experince
Mean
Difference
(I-J)
Std.
Error
Sig.
>3 year 3-5 year -.23519 .21660 .279
<5year -.72701* .19639 .000
3-5 year >3 year .23519 .21660 .279
<5year -.49181* .17243 .005
<5year >3 year .72701* .19639 .000
3-5 year .49181* .17243 .005
The result from table 4.14 shows that customer who have more than five years experience in
using the Ha Giang Agribank service is more satisfied with the Ha Giang Agribank than
others groups ( P<0.05).
From the t-test and anova, the result shows that customer with longer experience in using Ha
Giang AgriBank service are more satisfied than other group and result also indicates.
- 30 -
Chapter V Conclusion and recommendation
5.1 Conclusion
This study objective is to analysis the level of customer satisfaction with deposit product of
AGRIBANK Ha Giang by applied the SERVQUAL model. Total 200 questionnaires sent to
customers at the transaction counter and email with the support of the customer service
department from 2016, August to 2016 September. List of customers received the
questionnaire are randomly selected on the basis of bank data. There were 167 surveys were
collected at a rate of 83,5% respondents feed back, while 25 votes were rejected due to
invalid. Therefore, the remaining number of samples for inclusion in the analysis is 142
questionnaires. From the regression of standardized model, this study can be concluded that 4
of five factor of SERVQUAL Model has positive relationship on the customer satisfaction
with Ha Giang Agribank service include: H1, H2, H3,H4 and H5 are supported by the model.
The result shows that H5: There is a relationship between empathy factor and customer
satisfaction about service quality of AgriBank is not supported by the model (Beta = 0.62,
P>0.05). For the detail of each factor effecting, the result shows that the reliability factor has
the biggest impact on customer satisfaction (beta = .409), the second is tangible (beta =.320)
the third is response factor (beta=.1176), the forth is assurance factor (beta=.129) and the last
factor is empathy (beta =.122).
As this result, this study is consistence with other research when confirm that satisfaction is
the company's existence in the minds of customers when the product life cycle and service
companies meet or exceed their expectations (Rigopoulou, et al., 2008) and customers will
feel satisfied if the bank meets trading requirements quickly and accurately with respect staff
- 31 -
attitude, friendly and good information security. Conversion positive impact barriers
repurchase intention was widely confirmed (Colgate and Lang, 2001). Even if customers are
not satisfied with the current service provider, customers can still continue trading with
suppliers because of financial losses and social or psychological burden. If the quality of
service to attract customers from within the barrier switch is a driving force from the outside.
Barrier is the control switch and economic psychology that consumers have suffered in the
transition to a new service provider. Several factors can increase conversion barriers as
search costs, transaction costs, loss of customer loyalty incentive, lost the habit to be treated
special and relationships, the risk is not clear.
From the t-test and anova, it can be concluded that there is not significant difference between
male and female in customer satisfaction with Ha Giang Agribank service. The result
indicates that customer in different age group have different level of satisfaction (F= 15.545;
P<0.05). The result indicates that customer in different eudcation level do not have different
level of satisfaction (F= 2.402; P>0.05). The result indicates that customer in different
experience have different level of satisfaction (F= 8.426; P<0.05)
From the t-test and anova, the result shows that customer with longer experience in using Ha
Giang AgriBank service are more satisfied than other group and result also indicates.
5.2 Recommendation
Research of customer satisfaction is very important but the solutions proposed to improve the
level of customer satisfaction becomes even more mean better reclassification. With the
position of "Best domestic bank in Vietnam for many years," Agribank gave high customer
satisfaction when using the services of banks. Therefore, the proposed enhanced customer
satisfaction must first focus on trying to achieved and value-added supply. In addition, when
making improvements, the AGRIBANK Ha Giang needs to pay attention to the uniformity
and consistency of the solution that improve customer satisfaction for deposit services,
- 32 -
should focus on factors: the price of service, reliability and responsiveness ...In from this
thesis result, the criteria to assess the level of customer satisfaction are: credibility
(reliability), responsiveness (responsiveness), assurance (assurance), empathy (empathy),
organic media Figure (tangibles); Besides service pricing also impact negatively on the level
of customer satisfaction.
The fact that the interest rate has a great influence on the business performance of our
customers, so the price factor lending services are most interested customers and have a
strong influence on customer satisfaction groin. It is also a base for customers to make a
decision whether to continue using the service or not. So the banks should have interest rate,
flexible rates, competition and changes in line with market interest situation to be able to
actively adjust to keep and attract customers as well as not to damage when interest rate
fluctuations.
Customers increasingly tend to trade on trust factor, they are always interested in fame and
reputation of the bank. Customer satisfaction also feel this factor is very high. So the need for
simplification of procedures, forms, reduce transaction time for customers; Building a
business process consistency, smoothness between departments / organizations to shorten the
waiting time and create customer trust, especially when a department can not provide
complete products to customers groin.
To create trust, banks need to develop cultural, beautiful pictures in the palm of customers
from flyers, posters, banners, slogans on the model, the general design of offices, trading
rooms; Respect the commitments with customers and operate as customer-oriented
objectives; Satisfactorily resolve customer complaints, to see customer complaints as a signal
to banks to continuously improve service quality. If the customer complaints are recorded
and timely amendment synonymous with satisfaction and customer confidence is enhanced.
- 33 -
On the market, more competitive banks so customers have more choice and prefer to deal
with a bank that has better service, needs more timely. To meet the needs of customers, banks
need to have a strategy appropriate network development, training high quality human
resources, equip employees serve these communication skills and sales, at the same time
required courteous service attitude, professionalism, enthusiasm for our customers.
Along with the timely disbursement, the loan amount the needs, reasonable loan term,
interest payment period suit, ... The regular exchange of information with customers to
understand and meet expectations their, which transmit information to customers about new
products and services as well as collecting feedback is also indispensable.
Above are some suggestions to banks raise satisfaction levels of customers to service the
loan, identifies the factors affecting their satisfaction, thereby secure loan growth and
sustainability.
5.3 Research limitation
Research has made a positive contribution to bank clients in understanding and recognizing
its position. However, the article also has a certain limited number of study subjects and
scope of the study:
Subjects of study are business customers with individual characteristics of demand for
services, assessment criteria and service quality perception of other services prices to
individual customers should research results can not app simultaneous use for all customers.
Scope of research institutions in the cupboard customers using deposit services in the Ha
Giang city should not overall assessment of customer reviews in other localities and potential
customers.
On the basis of these findings, research may be conducted with a larger number of samples, a
wider range research and applications in the area such as hi m, postage, education, counseling
- 34 -
... secures the inherent interaction between the customer and suppliers of services (high-
contact services) according to the research methodology of the research done.
Reference:
AGRIBANK Ha Giang (2016) First 6 months of 2016’s report, AGRIBANK Ha Giang
Ahmed, Z., Rizwan, M., Ahmad, M., & Haq, M. (2014). Effect of brand trust and customer
satisfaction on brand loyalty in Bahawalpur. Journal of Sociological Research, 5(1), 306-326.
Bachelet, D. (1995). Customer satisfaction research. Measuring Satisfaction, or the Chain,
the Tree and the Nest.
Bilgili, T. V., Kedia, B. L., & Bilgili, H. (2016). Exploring the influence of resource
environments on absorptive capacity development: The case of emerging market firms.
Journal of World Business, 51(5), 700-712.
Colgate, M., & Lang, B. (2001). Switching barriers in consumer markets: an investigation of
the financial services industry. Journal of consumer marketing, 18(4), 332-347.
Edvardsen, K., Pedersen, P. H., Bjerkvig, R., Hermann, G. G., Zeuthen, J., Laerum, O. D., ...
& Bock, E. (1994). Transfection of glioma cells with the neural‐cell adhesion molecule
NCAM: Effect on glioma‐cell invasion and growth in vivo. International journal of cancer,
58(1), 116-122.
El Saghier, N., & Nathan, D. (2013, April). Service quality dimensions and customers’
satisfactions of banks in Egypt. In Proceedings of 20th International Business Research
Conference (pp. 4-5).
Fitzsimmons, J. A., Fitzsimmons, M. J., & Bordoloi, S. (2006). Service management:
Operations, strategy, and information technology. New York: McGraw-Hill.
Gronroos, C. (1990). Relationship approach to marketing in service contexts: The marketing
- 35 -
and organizational behavior interface. Journal of business research, 20(1), 3-11.
Kärnä, S. (2014). Analysing customer satisfaction and quality in construction–the case of
public and private customers. Nordic journal of surveying and real estate research, 2.
Mitra, A. (2016). Fundamentals of quality control and improvement. John Wiley & Sons.
Nitecki, D. A., & Hernon, P. (2000). Measuring service quality at Yale University’s libraries.
The Journal of Academic Librarianship, 26(4), 259-273.
Nunnally, J. C., & Bernstein, I. H. (1994). The assessment of reliability. Psychometric theory,
3(1), 248-292.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). Servqual: A multiple-item scale for
measuring consumer perc. Journal of retailing, 64(1), 12.
Patel, S. (2016). Business Excellence: Exceeding Your Customers' Expectations Each Time,
All the Time. CRC Press.
Ran, S. (2003). A model for web services discovery with QoS. ACM Sigecom exchanges,
4(1), 1-10.
Rigopoulou, I. D., Chaniotakis, I. E., Lymperopoulos, C., & Siomkos, G. I. (2008). After-
sales service quality as an antecedent of customer satisfaction: The case of electronic
appliances. Managing Service Quality: An International Journal, 18(5), 512-527.
Thulani, D., Tofara, C., & Langton, R. (2015). Adoption and use of internet banking in
Zimbabwe: An exploratory study. The Journal of Internet Banking and Commerce, 2009.
Vietnam Agriculture Bank (1994) Decision No. 160 / QD-NHN9, Date 07/30/1994
Vietnam Prime Minister (1995) issued Decision No. 525 / TTg, Dated 31.08.1995
Vietnam Prime Minister (2002) Decision No. 131/2002 / QD-TTg, dated 10.04.2002
Vijayan, P., & Shanmugam, B. (2015). Service quality evaluation of internet banking in
Malaysia. The Journal of Internet Banking and Commerce, 2003.
Zablah, A. R., Bellenger, D. N., & Johnston, W. J. (2004). An evaluation of divergent
- 36 -
perspectives on customer relationship management: Towards a common understanding of an
emerging phenomenon. Industrial marketing management, 33(6), 475-489.
Zeithaml, V. A. (2000). Service quality, profitability, and the economic worth of customers:
what we know and what we need to learn. Journal of the academy of marketing science,
28(1), 67-85.
Appendix:
(English version)
I am a Vietnamese graduate student of International Master of Business of Administration
program I-Shou University, Taiwan. My master thesis is about “The study of customer
satisfaction with the deposits product of AGRIBANK Ha Giang” Please take about 10 to 15
minutes to answer all of the questions in my survey. The answers will only be used for academic
purposes and will be strictly confidential. Thank you in advance for your time and help.
Part A: Please read each item carefully and circle the appropriate number that
indicates HOW MUCH YOU AGREE OR DISAGREE with each of the sections below:
Statement Strongly
Disagree
Disagree Neutra
l
Agree Strongl
y
Agree
1 2 3 4 5
1. Ha Giang AgirBankguarantee
security issue
⬜ ⬜ ⬜ ⬜ ⬜
2. Ha Giang AgirBankProvide timely
service as committed
⬜ ⬜ ⬜ ⬜ ⬜
3. The deposit products and services of
Ha Giang AgirBankwere performed
accurately
⬜ ⬜ ⬜ ⬜ ⬜
- 37 -
4. Ha Giang AgirBankProvide
complete information, accurate and
timely
⬜ ⬜ ⬜ ⬜ ⬜
5. Bank guarantee security issue ⬜ ⬜ ⬜ ⬜ ⬜
6. Diverse products and services to
meet customer needs
⬜ ⬜ ⬜ ⬜ ⬜
7. There are many customer care
program
⬜ ⬜ ⬜ ⬜ ⬜
8. Professional staff to handle rapid
accurate
⬜ ⬜ ⬜ ⬜ ⬜
9. Staff actively advise suitable
products for customers
⬜ ⬜ ⬜ ⬜ ⬜
10. Staff ready to serve and assist
customers
⬜ ⬜ ⬜ ⬜ ⬜
11. Resolve complaints quickly and
rational
⬜ ⬜ ⬜ ⬜ ⬜
12. Guide to procedures for clients fully
understandable
⬜ ⬜ ⬜ ⬜ ⬜
13. The staff is professional and
qualifications
⬜ ⬜ ⬜ ⬜ ⬜
14. Enthusiastic, considerate and fun
staffs
⬜ ⬜ ⬜ ⬜ ⬜
15. Employees interested in the
individual requirements of the
customer
⬜ ⬜ ⬜ ⬜ ⬜
16. Always listen to customers ⬜ ⬜ ⬜ ⬜ ⬜
17. Always polite, friendly customer ⬜ ⬜ ⬜ ⬜ ⬜
- 38 -
18. The location of transaction is
convenience and in accordance with
customer needs
⬜ ⬜ ⬜ ⬜ ⬜
19. Spacious transaction, using modern
technology
⬜ ⬜ ⬜ ⬜ ⬜
20. Nice layout of the counter,
identifiable for Customers
⬜ ⬜ ⬜ ⬜ ⬜
21. The staff dresses polite ⬜ ⬜ ⬜ ⬜ ⬜
22. Paper forms to be used in
transactions were designed easily
⬜ ⬜ ⬜ ⬜ ⬜
23. Ha Giang AgirBankoffers more
benefits than costs me money
⬜ ⬜ ⬜ ⬜ ⬜
24. Ha Giang AgirBankis the best among
competing banks
⬜ ⬜ ⬜ ⬜ ⬜
25. Ha Giang AgirBankis much better
than what I expected
⬜ ⬜ ⬜ ⬜ ⬜
26. Ready to become long-term
customers of banks
⬜ ⬜ ⬜ ⬜ ⬜
27. Ready to introduce family and
friends
⬜ ⬜ ⬜ ⬜ ⬜
28. If there are minor issues and
comments will continue to use the
services of the bank
⬜ ⬜ ⬜ ⬜ ⬜
Part B: Demographic Information
1. Your Gender:
⬜ Male ⬜ Female
2. Your age (years old):
- 39 -
⬜ >25 year old ⬜ 26-35 year old
⬜ 36-45 year old ⬜ over 45 years old
3. Your education
⬜ High School ⬜ 1Under Bachelor
⬜ Bachelor degree ⬜ Master’s degree or higher
4. Experience ⬜ >3 year ⬜ 3-5 year ⬜ <5year
5. Customer type ⬜ Organization ⬜ Personal