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研究生:陳志光
研究生(外文):Tran Chi Quang
論文名稱:Customer Satisfaction Services: A Case Study of BIDV in Ho Chi Minh City, Vietnam
論文名稱(外文):Customer Satisfaction Services: A Case Study of BIDV in Ho Chi Minh City, Vietnam
指導教授:鍾紹熙鍾紹熙引用關係
指導教授(外文):Shao-Hsi Chung
學位類別:碩士
校院名稱:美和科技大學
系所名稱:企業管理系經營管理碩士班
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2014
畢業學年度:102
語文別:中文
論文頁數:50
中文關鍵詞:ServiceCustomer SatisfactionBIDV in Ho Chi Minh CityVietnam
外文關鍵詞:ServiceCustomer SatisfactionBIDV in Ho Chi Minh CityVietnam
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Nowadays as globalization and liberalization of financial institutions accelerate, competition among banks becomes more intense. Therefore, in order to face with that fierce competition, commercial banks in Vietnam in general and Ho Chi Minh City in particular always strive to improve customer satisfaction services.
The purposes of this research are to determine the main factors affecting customer satisfaction on banking services including basic facilities, convenience, employee competence, the environment of bank, transaction cost; and the relationship between these factors and customer satisfaction. The research is carried out by using questionnaires, designed according to five-point Likert scale. It is based on a survey of customer transactions at BIDV in Ho Chi Minh City.
A structural equation model has been proposed to show the relationship between customer’s satisfaction on BIDV’s services and the factors. Although Exploratory Factor Analysis and Linear regression methodology are well known and widely applied in several fields of research, presently there are not many practical applications in bank’s services in Vietnam, and specifically for measuring customer satisfaction in BIDV’s services. In this research we have applied this methodology on the basis of needs and expectations expressed by customers of a bank service. Proposed ideal to improve BIDV’s services
The results show that all 5 independent variables (basic facilities, convenience, employee competence, the environment of bank, transaction cost) affect quality service by significant. coefficients of all variables being less than 5%. And basic facilities, employee competence and transaction cost are crucial factors impact to customer satisfaction of BIDV in Ho Chi Minh city.
This research as some limitations when interpreting the results. First of all, data collection is restricted in few BIDV’s branch in Ho Chi Minh City, within about a month. Secondly, according to the result of survey, majority of respondents were in BIDV during in this survey, maybe fail to represent the factual scenario. Finally, although the research was able to create a basic factors influencing customer saticfaction services, there are lacked others not be identified.

Nowadays as globalization and liberalization of financial institutions accelerate, competition among banks becomes more intense. Therefore, in order to face with that fierce competition, commercial banks in Vietnam in general and Ho Chi Minh City in particular always strive to improve customer satisfaction services.
The purposes of this research are to determine the main factors affecting customer satisfaction on banking services including basic facilities, convenience, employee competence, the environment of bank, transaction cost; and the relationship between these factors and customer satisfaction. The research is carried out by using questionnaires, designed according to five-point Likert scale. It is based on a survey of customer transactions at BIDV in Ho Chi Minh City.
A structural equation model has been proposed to show the relationship between customer’s satisfaction on BIDV’s services and the factors. Although Exploratory Factor Analysis and Linear regression methodology are well known and widely applied in several fields of research, presently there are not many practical applications in bank’s services in Vietnam, and specifically for measuring customer satisfaction in BIDV’s services. In this research we have applied this methodology on the basis of needs and expectations expressed by customers of a bank service. Proposed ideal to improve BIDV’s services
The results show that all 5 independent variables (basic facilities, convenience, employee competence, the environment of bank, transaction cost) affect quality service by significant. coefficients of all variables being less than 5%. And basic facilities, employee competence and transaction cost are crucial factors impact to customer satisfaction of BIDV in Ho Chi Minh city.
This research as some limitations when interpreting the results. First of all, data collection is restricted in few BIDV’s branch in Ho Chi Minh City, within about a month. Secondly, according to the result of survey, majority of respondents were in BIDV during in this survey, maybe fail to represent the factual scenario. Finally, although the research was able to create a basic factors influencing customer saticfaction services, there are lacked others not be identified.

ACKNOWLEDGMENTS I
ABSTRACT II
Contents IV
Tables VII
Figures VIII
Chapter1 Introduction 1
1.1 Background and Motivation 1
1.2 Research Purposes, Objectives and Questions 2
1.2.1 Research purposes. 2
1.2.2 Research objectives. 3
1.2.3 Research questions. 3
1.3 Research Scope and Limitations 3
1.4 Definition of Terms 3
1.5 BIDV Overview 3
1.6 Product and services of BIDV 6
1.6.1 Individual customers. 6
1.6.2 Corporate customers. 7
1.6.3 Financial Institutions. 9
1.7 The Structure of this Study 11
Chapter 2 Literature Review 12
2.1 Banking Services 12
2.2 Quality of Service. 12
2.2.1 The perspective about quality. 12
2.2.2 The perspective about quality of service 12
2.3 Customer Satisfaction 12
2.4 The factors affecting customer services satisfaction. 16
2.4.1 Basic facilities. 16
2.4.2 Convenience. 16
2.4.3 Employee competence. 16
2.4.4 The environment of bank. 16
2.4.5 Transaction cost. 16
2.5 Research Framework and Hypotheses 17
2.5.1 The research framework. 17
2.5.2 The research hypotheses. 17
Chapter 3 Research Methodology 19
3.1 Research Design 19
3.2 Research Procedure 19
3.2.1 Step 1: Generation of items 20
3.2.2 Step 2: Pilot survey 20
3.2.3 Step 3: Survey 21
3.3 Subjects and Sampling 21
3.3.1 The subjects. 21
3.3.2 Sampling. 21
3.4 Data Collection 21
3.5 The Questionnaire Design 21
3.5.1 Specific questions 22
3.5.2 Measurement scales of the questionnaire. 22
3.5.3 Additional questions. 23
3.6 The Accuracy and Reliability of Data 23
3.7 Data Analysis Procedure 24
Chapter 4 Research Results and Analysis 25
4.1 General information of respondents. 25
4.1.1 Type of contact with the bank. 25
4.1.2 Age group of customer. 26
4.1.3 Gender of customer. 27
4.2 Descriptive Statistics 28
4.3 Results of the Scale Testing 29
4.4 Discover the Structure of Independent Variables 30
4.5 Discover the Structure of Dependent Variables 33
4.6 Factors Affecting 34
Chapter 5 Conclusions and Recommendations 37
5.1 Conclusion 37
5.2 Recommendations 37
5.2.1 To improve the transaction cost. 37
5.2.2 To improve Basic facilities. 38
5.3 The Limitation and Further Research 38
5.3.1 The limitation. 38
5.3.2 The further research. 38
References 39
Appendix 1 41
Appendix 2 43
Appendix 3 The Questionnaire 45
Appendix 4 Bảng câu hỏi 48


I. English
Andaleeb, S.S. (1998), “Determinants of Customer Satisfaction with Hospitals: A Managerial Model”, International Journal of Health Care Quality Assurance, Vol.11 No. 6, pp. 181-187.
Anderson, E.W. and Sullivan, M.W. (1993), “The Antecedents and Consequences of Customer Satisfaction for Firms”, Marketing Science, Vol. 12 No. 2, pp. 125-143
Cardozo, R.N. (1965), “An Experimental Study of Customer Effort, Expectation, and Satisfaction”, Journal of Marketing Research (pre-1986), Vol. 2, pp. 244-249.
Cronbach, L.J. (1951), “Coefficient Alpha and the Internal Structure of Tests”, Psychometrica.
Cronin, J.J.Jr and Taylor, S.A. (1992), “Measuring Service Quality. A Re-examination and Extension”, Journal of Marketing, Vol. 56 No. 3, pp. 55-68.
Hair, Jr.J.F., Anderson, R.E., Tatham, R.L. and Black, W.C. (1998), “Multivariate Data Analysis”, 5th edition, Upper Saddle River, NJ: Prentice-Hall.
Jamal, A. and Naser, K. (2003), “Factors Influencing Customer Satisfaction in the Retail Banking Sector in Pakistan”, International Journal of Commerce and Management, Vol. 13 No. 2, pp. 29-53.
Jham, V. and Khan, K.M. (2008), “Determinants of Performance in Retail Banking: Perspectives of Customer Satisfaction and Relationship Marketing”, Singapore Management Review, Vol. 30 No. 2, pp. 35-45.
Kaiser, H.F. (1958), “The Varimax Criterion For Analytical Rotation in Factor Analysis”, Psychometrika, Vol. 23, No. 3, p.187-200.
Kessler, S. (2003), “Customer Satisfaction Toolkit for ISO 9001:2000”, Milwaukee, Wis.: ASQ Quality Press.
Levesque, T. and McDougall, G.H.G. (1996), “Determinants of Customer Satisfaction in Retail Banking”, International Journal of Bank Marketing, Vol. 14 No. 7, pp. 12-20.
Likert, R. (1932), “A Technique for the Measurement of Attitudes”, Archives of Psychology 140: 1-55.
Nunnally, J.C. (1978), Psychometrics Theory, McGraw – Hill, New York, NY.
Parasuraman, A., Zeithaml, V.A. and Berry, L.L. (1985), “A Conceptual Model of Service Quality and Its Implications for Future Research”, Journal of Marketing, Vol. 49 No. 4, pp. 41-50.
Parasuraman, A., Zeithaml, V.A. and Berry, L.L. (1988), “SERVQUAL: A multiple-item Scale for Measuring Customer Perceptions of Service Quality”, Journal of Retailing, Vol. 64 No. 1, pp. 12-40.
Sonne, A.M. (1999), “Determinants of Customer Satisfaction with Professional Services: A Study of Consultant Services”, Økonomisk Fiskeriforskning, Vol. 9 No.2, pp. 97-107.
Nguyen, T.T.D (2012), “ An Empirical Study of Some Service Quality Factor Impact on Customer Satisfaction - A Case Study of Individual Credit Service at VietinBank in Binh Duong Province, Vietnam”.

II. Vietnamese
Báo cáo thường niên của BIDV (2013)
Các văn bản về sản phẩm dịch vụ của BIDV (2013)
Trần Huy Hoàng (2007), Quản trị Ngân hàng Thương Mại, NXB Lao động xã hội.
Nguyễn Minh Kiều (2006), Nghiệp vụ ngân hàng, NXB Thống kê.
Nguyễn Minh Kiều (2006), Tiền tệ ngân hàng, NXB Thống kê.
Dương Thị Bình Minh (1999), Lý thuyết tài chính tiền tệ, NXB Giáo dục.
Web of BIDV: BIDV.com.vn

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