臺灣博碩士論文加值系統

In the internationally competitive market, especially in the finance sector with the participation many foreign banks and financial institutions, Vietnamese banks need to make a significant improvement in all activities and so does Donga bank. One of the activities which attract a large number of users is bank card service, so a deep understanding of how satisfied customers are with the quality of bank card service is a top priority. That motivates the author to carry out this research. Based on the theory about service quality, customer satisfaction, and some previous studies, the author comes up with the research model with six factors including reliability, responsiveness, assurance, empathy, tangibles, and customer satisfaction. After analyzing the data collected from the questionnaires, using the software SPSS 16.0, it is concluded that all hypotheses are supported with the highest level of reliability. From the results, the author recommends some ways to improve the quality of bank card service quality.

In the internationally competitive market, especially in the finance sector with the participation many foreign banks and financial institutions, Vietnamese banks need to make a significant improvement in all activities and so does Donga bank. One of the activities which attract a large number of users is bank card service, so a deep understanding of how satisfied customers are with the quality of bank card service is a top priority. That motivates the author to carry out this research. Based on the theory about service quality, customer satisfaction, and some previous studies, the author comes up with the research model with six factors including reliability, responsiveness, assurance, empathy, tangibles, and customer satisfaction. After analyzing the data collected from the questionnaires, using the software SPSS 16.0, it is concluded that all hypotheses are supported with the highest level of reliability. From the results, the author recommends some ways to improve the quality of bank card service quality.

ACKNOWLEDGMENTS I
ABSTRACT II
Contents III
Tables V
Figures VI
Chapter1 Introduction 1
1.1 Background and Motivation 1
1.2 Research Purposes and Objectives 2
1.2.1 Research purposes 2
1.2.2 Research objectives: 2
1.3 Research Scope and Limitations 2
1.4 The Structure of this Study 2
Chapter 2 Literature Review 4
2.1 Vietnamese retail banking sector 4
2.2 Overview of payment cards 7
2.2.1 Definition of payment cards 7
2.2.2 Classification of payment cards 7
2.2.3 Overview of Vietnam cards market 9
2.3 Customer satisfaction 12
2.3.1 Definitions of customer satisfaction 12
2.3.2 Customer satisfaction in banking industry 13
2.3.3 Importance and benefits of customer satisfaction 13
2.4 Service quality 14
2.4.1 Definitions of service quality 14
2.4.2 Characteristics of service 16
2.4.3. Service quality models 17
2.5 Relationship between service quality and customer satisfaction 21
2.6 Research framework and hypotheses 22
2.6.1 Research framework 22
2.6.2 Hypotheses 23
Chapter 3 Research Methodology 24
3.1 An overview of DongA bank 24
3.1.1 History of DongA bank 24
3.1.2 Prominent services and products 25
3.2 Research design 27
3.2.1 Preliminary research 28
3.2.2 Official research 28
3.3 Research sample 28
3.4 Research tools 29
3.5 Research procedure 31
3.6 Data collection 32
3.7 Analysis of data 32
Chapter 4 Research Results and Analysis 34
4.1 Characteristics of survey samples 34
4.1.1 Age of respondents 34
4.1.2 Gender of respondents 34
4.1.3 Income of respondents 35
4.2 Cronbach’s Alpha analysis results 35
4.3 Exploratory Factor Analysis (EFA) 38
4.3.1 Evaluation criteria: 38
4.3.2 Results of the analysis 38
4.4 Research framework after the evaluation of scale 41
4.5 Test the research framework and hypotheses 41
4.5.1 Analyze Pearson correlations 41
4.5.2 Regression analysis 43
4.5.3 Test hypotheses 45
Chapter 5 Conclusions and Recommendations 47
5.1 Conclusion 47
5.2 Recommendations 48
5.2.1 Improving the quality of human resources 48
5.2.2 Improving technology 49
5.2.3 For the government and State Bank of Vietnam 49
5.3 Research limitation 50
References 52
Appendix 56

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