Banking service quality of Vietnamese commercial banks - 2

Vietnam (Vietinbank), Joint Stock Commercial Bank for Investment and Development of Vietnam (BIDV), Bank for Agriculture and Rural Development of Vietnam (Agribank).

Group 2 includes Vietnam Technological and Commercial Joint Stock Bank (Techcombank), Vietnam Prosperity Joint Stock Commercial Bank (VPBank), Saigon Commercial Joint Stock Bank (SCB), Saigon Thuong Tin Commercial Joint Stock Bank. (Sacombank), Asia Commercial Joint Stock Bank (ACB), Vietnam Export Import Commercial Joint Stock Bank (Eximbank).

(iii) About time: The thesis collects data of Vietnamese commercial banks in the period 2012-2016. Conduct surveys to survey customer satisfaction when using services at the above commercial banks during the period of time. from July 2017 to August 2017.

5. Structure of the topic

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In addition to the introduction, conclusion, list of tables, figures, references, the thesis includes 4 chapters:

Chapter 1: Overview of research situation and research methods Chapter 2: Basis of commercial banking service quality.

Chapter 3: Situation of service quality at Vietnamese commercial banks Chapter 4: Solutions to improve service quality at Vietnamese commercial banks




1.1.1. Research projects in the world

Some research works of authors around the world:

Author Avkiran (1994), with the topic "Developing an instrument to measure customer service quality in branch banking" used the BANKSERV quality measurement model and initially further developed it into 6 components with 27 observed variables on the basis of SERVQUAL model to measure retail banking service quality in Australia [40]. Research results have shown 4 factors affecting retail banking service quality: service staff, information, trust, accessibility to withdrawal services, but the importance of each individual has not been clearly demonstrated. element. Besides, the research results show that the BANKSERV service quality measurement model has not been studied on the basis of customer segmentation according to customer needs combined with economic and social factors.

Author Aldlaigan & Buttle (2002), with the topic "SYSTRA-SQ: a new measure of bank service quality" based on the Nordic model of Gronroos (1984) [58] used and developed the SYSTRA-SQ model including 21 observed variables to measure retail banking service quality in the UK [37]. The author applies exploratory factor analysis (EFA) and analysis of variance (ANOVA), the research results show that there are 4 factors affecting service quality including: behavioral quality, behavioral quality, and service quality. service system, accurate transactions, quality equipment. The scales of this model are reliable enough to use to measure banking service quality. However, the above scale was built at UK retail banks, so it may not be suitable

appropriate in other contexts.

Blanchard & Galloway (1994), with the topic "Quality in Retail Banking" , conducted a survey of 439 customers using banking products and services and 39 bankers in the UK [44]. The research results show that in the components, the component "Responsive" has the most importance in deciding service quality, and the author also concludes that the bank employees recognize the measurement approach. measures the CLDV gap and provides some support for the adoption of the SERVQUAL model in the UK retail banking industry.

convenience, service capacity. However, the author's research results have not yet reflected which factors have the most influence or the degree of influence of these factors on service quality, but only explained the expected difference between the two factors. Convenience, service capacity between Muslim and normal banks.

Yavas et al (2004), with the topic "Relationships between service quality and behavioral outcomes: A study of private bank customers in Germany" has

conducted a study on the relationship between service quality, satisfaction and behavioral outcomes based on a survey of 226 customers using banking products and services at a private bank in a German city [86] ]. Research results show that customer service quality is the source of satisfaction and has a link with behaviors such as, complaints, word of mouth, recommendations and conversions of customers, besides, the factor “Means” tangible” is the most important of the factors affecting customer satisfaction, from which banks in Germany want to improve service quality with the aim of improving customer satisfaction, banks need to improve These factors such as improving facilities, employee image, working environment conditions...

1.1.2. Research projects in Vietnam

Some of the research works in Vietnam related to the quality of commercial banking services in Vietnam are as follows:

The doctoral thesis in economics "Solutions to improve service quality at the Bank for Agriculture and Rural Development's branch in Quang Nam province in the context of international economic integration" by Ha Thach (2012) has been carried out by Ha Thach (2012). Using SERVQUAL model to study service quality of Agricultural Bank of Quang Nam Branch [26]. In his thesis, the author has replicated SERVQUAL model including 07 criteria and 29 service quality indicators. of Agribank Quang Nam Branch, compared with branches of other commercial banks in the area, thereby proposing directions and solutions to improve service quality at Agribank Quang Nam Branch. implemented by qualitative method through collecting expert opinions to adjust and supplement the service quality scale and its impact on customer satisfaction.Formal research is carried out by quantitative research method through direct interview questionnaire.

Author Nguyen Thi Thu Dong (2012), with the topic "Improving credit quality at Joint Stock Commercial Bank for Foreign Trade of Vietnam in the process of integration" studies service quality at Bank for Foreign Trade of Vietnam. On the basis of using the Logistic quantitative model, the classification model is to analyze the factors affecting the credit rating of legal customers from the primary data set of 115 legal customers surveyed in Vietnam. VCB – Da Nang branch [5]. On that basis, it is proposed that the internal credit rating system currently applied at VCB's branches has some shortcomings and suggests that the application of the above quantitative model can improve credit quality at branches. branch of VCB. At the same time, the thesis has proposed a group of solutions to improve service quality at Bank for Foreign Trade of Vietnam.

Author Nguyen Thanh Cong (2017), conducted the doctoral thesis in economics "Quality of banking and financial services at Vietnamese commercial banks" on the basis of applying SERVQUAL model to research. service quality in Vietnam's commercial banking system [3]. Author Nguyen Thanh Cong (2015) analyzed and assessed service quality based on 6 components: (1) responsiveness; (2) capacity. service force; (3) tangible means; (4) trust; (5) empathy; (6) approach The author has added an "access" component to SERVQUAL's research model. Parasuraman et al. (1985) to suit the market context and Vietnamese customer psychology Research results show that the factor “Service staff” has the greatest impact on the quality of financial services. main - bank.The author uses qualitative and quantitative research methods

performance through statistical data processing, thereby proposing some solutions to improve the quality of commercial banking services in Vietnam.

Author Nguyen Thi Hong Yen (2015), conducted the doctoral thesis in economics "Development of banking services at the joint stock commercial bank for Investment and Development of Vietnam" on the basis of using the model SERVQUAL to study service development at Bank for Investment and Development of Vietnam [35]. The author analyzed and assessed the level of banking service development at BIDV based on 04 variables including 16 factors. Besides, the author measures customer satisfaction with service quality of BIDV with 05 variables including 15 factors.Research results show that, in issues affecting service development, weak points The development strategy factor is the most important, followed by the factors of Human Resources, Information Technology, Capital and management capacity.

The thesis topic of the author's economic doctoral thesis Pham Thuy Giang (2012), "Research to compare the quality of retail banking services between banks with 100% foreign capital and joint stock commercial banks in Vietnam" in the area. Hanoi through comparing the fit of the SERVQUAL model of Parasuraman et al. (1988) and the Nordic model of Gronroos (1984) based on the measurement and comparison of retail banking service quality between banks with 100% foreign capital. outside and Vietnam Joint Stock Commercial Bank [7]. The author has developed and tested a suitable set of tools to assess the quality of retail banking services, compare and conclude the difference in the quality of retail banking services between a 100% foreign owned bank and a joint stock commercial bank. Vietnam, thereby proposing solutions to help Vietnamese joint stock commercial banks improve the quality of retail banking services. The author uses desk-based document research method.

supervise the organization and operation of the process of providing retail banking services. Then, using a quantitative method, we can draw conclusions comparing the quality of retail banking services of banks with 100% foreign capital and Vietnamese joint stock commercial banks.

Author To Khanh Toan (2014), 'Development of retail banking services at Joint Stock Commercial Bank for Industry and Trade of Vietnam' has studied traditional and modern retail banking services, which are provided to people and small and medium enterprises. The thesis has clarified the factors affecting the development of retail banking services, developed indicators to measure the development of retail banking services, which outlined the development of retail banking services. Retail is an increase in the quantity and quality of banking services, meeting and satisfying the needs of individual customers, and small and medium-sized enterprise customers [31].

Authors Le Van Huy and Pham Thi Thanh Thao (2008) with "Measurement of service quality in the banking sector" provide a method to measure banking service quality. In which, the authors have provided a set of tools to evaluate the quality of banking services. However, each element of this toolkit has not been tested for appropriateness and is still emotional [15].

1.1.3. Some research gaps of previous studies

Research works related to the quality of banking services have offered different approaches and methods to evaluate service quality. Studies by different authors give different results. In general, studies have been quite successful in assessing service quality to suggest solutions to improve service quality. However, there are still some issues that need further study as follows:

Firstly, a number of studies focus on a bank, a region, and a geographical area. Some studies mainly focus on surveying and measuring service quality in a particular bank, region or area, so the evaluation results have not yet fully reflected the generality of service quality. banking services of the whole market.

Second, some studies focus on a group of customers. The new surveyed subjects focus on a group of individual customers with their own criteria for evaluating service quality, thus not reflecting the service quality of other customers as well. as the overall service quality of banking services.

Third, some studies approach banking services by segment. Researching mainly on the theory and analysis of the current situation of developing this service at one or a few specific banks, analyzing the service development strategy of foreign banks, or solutions to develop the service. However, these studies approach each aspect of banking services discretely, the service quality measurement scales of the authors mostly focus on measuring the service quality of banks. For some specific types of services, the generality has not been shown in measuring service quality of different types of banking services, besides, it has not been studied to compare perceived differences. service quality among commercial banks in Vietnam.

Fourth, a number of measurement criteria have not yet shown clear scientific arguments. Some of the criteria for measuring the quality of banking services, adjusted and supplemented by the authors in the study, have not yet shown clear scientific arguments to serve as a generalization basis for measuring service quality. services in the banking sector.

In summary, on the basis of studying the works related to the thesis topic, the author has inherited the successes of those works on a number of indicators and factors affecting the quality and improvement of the thesis. high quality of banking services. In addition, the author will continue to research the topic with a customer-oriented perspective in business, which means meeting expectations and satisfying customers' needs when using services at commercial banks. while ensuring safety and efficiency in business operations of Vietnamese commercial banks.


1.2.1. research design

Research design is the arrangement of conditions for the purposeful collection and analysis of data to combine research purposes with related procedures. In fact, research design is the conceptual structure in which the research is conducted; form blueprints for data collection, measurement, and analysis. The design includes an outline of what the researchers will do from the hypothesis and its implications for data analysis.

The process of researching the quality of banking services of Vietnamese commercial banks is carried out through the following specific steps:

Figure 1.1: Research process

1.2.2. qualitative research qualitative research is an approach that seeks to describe and analyze 1

1.2.2. Qualitative research

Qualitative research is an approach that seeks to describe and analyze cultural and behavioral characteristics of people and groups of people from the researcher's point of view. Qualitative research provides comprehensive information about the characteristics of the social environment in which the research is conducted. Qualitative research with the aim of obtaining an in-depth understanding of human behavior and the reasons that influence it. Qualitative methods investigate why and how in decision making, not

Answer only what, where, and when questions. Therefore, concentrated small samples are more often used than large sample batches.

Within the scope of the thesis, the qualitative research method is carried out by interviewing experts in the banking sector in Vietnam who are researchers, managers and businessmen in the banking and other industries. customers are using services at Vietnamese commercial banks. Analyze and synthesize the thesis of research works to make comments and evaluation of the thesis.

1.2.3. Quantitative research

Quantitative research is the collection and analysis of information on the basis of data obtained from the market. The purpose of quantitative research is to draw conclusions about market research through the use of statistical methods to process data and data. The content of quantitative analysis is to collect data from the market, process these data through conventional statistical methods, simulate or run data processing software and draw key conclusions. corpse.

Quantitative research method in implementing the thesis research The thesis is conducted through the following specific steps:

Step 1. Design the survey questionnaire (questionnaire). This is the basis for collecting primary data, which is an important premise for the next steps to ensure reliable research results.

On the basis of the theoretical framework of customer service satisfaction expressed through 05 criteria, including: Reliability; Responsiveness; Service capabilities; Empathy; Tangible means, at the same time, using a 5-level Likert scale: "1 - Completely disagree", "2 - Disagree", "3 - No opinion", "4 - Agree" , “5 - Totally agree”, The thesis designed a survey questionnaire and conducted a trial survey with 35 customers, from which

Edit and complete the survey form, ensuring it is clear, simple and convenient for customers to answer (Appendix 1).

Step 2. Conduct the survey. From the experience of researching topics in the field of Finance and banking of the scientific works that have been implemented, the thesis issued 700 survey questionnaires, distributed to individual and corporate customers of the following countries. Vietnam Commercial Bank. Surveys are sent directly to customers and by post and email. The survey was carried out over a period of 2 months.

Step 3. Summarize survey questionnaires. Based on the obtained survey questionnaires, the thesis synthesizes survey questionnaires, removes invalid votes and uses valid ones to conduct analysis.

Step 4. Analyze survey data. Based on the number of questionnaires collected, the thesis has conducted specific analysis as follows:

First , the Cronbach's Alpha reliability test:

The Cronbach's Alpha reliability coefficient analysis method is used to test the reliability of the observed variables in the data set by each group in the model by the internal consistency method through the Cronbach's Alpha coefficient. and the total variable correlation coefficient. Cronbach's Alpha model belongs to the group of internal correlation evaluation methods (internal reliability assessment). The purpose of this test is to find out if the observed variables have the same measure for a concept to be measured.

According to Lee Cronbach (1951), the Cronbach's Alpha reliability coefficient must be 0.7 based on the estimate of the rate of change of each variable that other variables cannot explain [69]. For the application field, according to Hair & ctg (1998), the Cronbach's Alpha coefficient is acceptable when it reaches the value from 0.6 to 0.7, if about socio-economic, it is approximately 0.8. well, greater than 0.9 means that some variables in the group can be omitted because these variables can be quite linearly related.

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