臺灣博碩士論文加值系統

Banking industry is becoming more and more important element of each country’s economy. Recent years in Vietnam, banking transaction seems to be a common part of dailylife activities. With the existence of over one hundred banks including state owned, joint venture bank and foreign bank, every bank has realized the significance of customers – the centered philosophies. Within the strict competitive environment, the key challenge for banks in Vietnam is to increase customer satisfaction and maintain customer loyalty.
Aiming at discovering factors affecting customer satisfaction towards services provided by Vietnam Prosperity Bank (VP Bank) in general, this research has developed the research model in the basis of previous research by other researchers. The data was mainly collected from the questionnaire with 107 respondents and was analyzed by SPSS 20.0. From the original nine factors, the result came out that only two groups of factors have affect customer satisfaction towards VP Bank which are feeling of professional capacity and feeling of customer service.

Banking industry is becoming more and more important element of each country’s economy. Recent years in Vietnam, banking transaction seems to be a common part of dailylife activities. With the existence of over one hundred banks including state owned, joint venture bank and foreign bank, every bank has realized the significance of customers – the centered philosophies. Within the strict competitive environment, the key challenge for banks in Vietnam is to increase customer satisfaction and maintain customer loyalty.
Aiming at discovering factors affecting customer satisfaction towards services provided by Vietnam Prosperity Bank (VP Bank) in general, this research has developed the research model in the basis of previous research by other researchers. The data was mainly collected from the questionnaire with 107 respondents and was analyzed by SPSS 20.0. From the original nine factors, the result came out that only two groups of factors have affect customer satisfaction towards VP Bank which are feeling of professional capacity and feeling of customer service.

ACKNOWLEDGMENTS I
ABSTRACT II
Contents III
Tables V
Figures VI
Chapter1 Introduction 1
1.1 The emergence of research 1
1.2 Research purpose 2
1.3 Objectives and scope of study 2
1.4 Literature reviews 3
1.5 Research questions 4
1.6 Research Methodology 4
1.7 Research structure 5
Chapter 2 Literature Review 6
2.1 Overview of Vietnamese banking industry 6
2.2 Highlight of VP Bank 7
2.2.1 Development History 7
2.2.2 Vision, Mission, Development Strategy and Core Value of VPBank 8
2.3 Service quality and customer satisfaction 10
2.4 Customer satisfaction 11
2.4.1 Definition 11
2.4.2 Factors affecting customer satisfaction in banking industry –relating research model 12
2.5 Suggested research model 15
2.6 Research hypotheses 17
Chapter 3 Research Methodology 20
3.1 Research design 20
3.2 Research process 20
3.3 Questionnaire design 21
3.4 Sampling 24
3.5 Data collection 25
3.5.1 Secondary data collection 25
3.5.2 Primary data collection 25
3.6 Data processing 25
Chapter 4 Research Results and Analysis 28
4.1 Demographic characteristics of sample 28
4.2 Bank services usage status 30
4.3 Model testing 35
4.3.1 Cronbach’s Alpha test 35
4.3.2 Exploration Factor Analysis 44
4.3.3 Adjusted research model and hypothesis 48
4.3.4 Correlation analysis 49
4.3.5 Regression analysis 49
4.4 Demographic variables and customer satisfaction 51
Chapter 5 Implications, Conclusions and Recommendations 53
5.1 Conclusion 53
5.1.1 Characteristic of the sample 53
5.1.2 Banking services usage 53
5.1.3 Customer satisfaction towards services of VPBank in Hanoi 53
5.2 Recommendation 56
5.2.1 For VPBank 56
5.2.2 For Joint Venture Commercial Bank. 60
5.3 Limitation of research 61
References 63
Attachment 65

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