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研究生:阮妙玲
研究生(外文):Nguyen Dieu Linh
論文名稱:Identify Factors Affecting Customer Satisfation of BIDV’s Saving Service- Hai Ba Trung Branch, Hanoi
論文名稱(外文):Identify Factors Affecting Customer Satisfation of BIDV’s Saving Service- Hai Ba Trung Branch, Hanoi
指導教授:李賢達李賢達引用關係
指導教授(外文):Lee, Hsien-Da
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:2019
畢業學年度:107
語文別:英文
中文關鍵詞:customer loyaltycustomer satisfactionsavingtrustservice quality
外文關鍵詞:customer loyaltycustomer satisfactionsavingtrustservice quality
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Those organizations providing service are demanded to assess frequently the quality of their service delivery. By doing so and adjusting their service performance according to the expectations of their customers will enable them to survive, compete and ultimately assist them to sustain in that business line. Presently, organizations are attempting to achieve increased customer satisfaction by focusing on the quality of their service being provided.
This thesis assesses the quality of service that the BIDV provides to saving account customers and thereby to evaluate their overall satisfaction level with the bank’s service delivery. The researcher used descriptive survey research design to acquire pertinent and appropriate answers for the research questions. A total of 231 respondents were selected based on convenient sampling method and questionnaires were designed based on SERVQUAL model for measuring customer perceptions and expectations of service in five dimensions of service quality that consists of tangibles, reliability, responsiveness, assurance, and empathy. The result of this study demonstrated that in tangibility and assurance dimensions of service quality of the bank, the mean gap scores were positive indicating customers were satisfied on these elements of the bank. On the other hand, in some attributes of reliability, responsiveness and empathy service quality dimensions of the bank, the average mean gap scores were negative revealing that customers were dissatisfied on these areas. Besides those, the control variable – customer’s age – negatively affects the level of customer’s satisfaction. Regarding availability in the deposits booth, users are most satisfied causing empathy factors such as bank always pays attention to customers, bank’s staff is caring or bank takes customers’ benefit as its target. Therefore, BIDV needs to improve service quality, responsiveness all customer’ needs and solving of problems promptly, banks can make their saving users fully satisfied. The study confirms the need for the managements of the bank to take into account customer perceptions of service quality and their expectations, and in those areas that have negative mean gap score, it should implement appropriate service quality improvement in order to improve its service delivery.
Those organizations providing service are demanded to assess frequently the quality of their service delivery. By doing so and adjusting their service performance according to the expectations of their customers will enable them to survive, compete and ultimately assist them to sustain in that business line. Presently, organizations are attempting to achieve increased customer satisfaction by focusing on the quality of their service being provided.
This thesis assesses the quality of service that the BIDV provides to saving account customers and thereby to evaluate their overall satisfaction level with the bank’s service delivery. The researcher used descriptive survey research design to acquire pertinent and appropriate answers for the research questions. A total of 231 respondents were selected based on convenient sampling method and questionnaires were designed based on SERVQUAL model for measuring customer perceptions and expectations of service in five dimensions of service quality that consists of tangibles, reliability, responsiveness, assurance, and empathy. The result of this study demonstrated that in tangibility and assurance dimensions of service quality of the bank, the mean gap scores were positive indicating customers were satisfied on these elements of the bank. On the other hand, in some attributes of reliability, responsiveness and empathy service quality dimensions of the bank, the average mean gap scores were negative revealing that customers were dissatisfied on these areas. Besides those, the control variable – customer’s age – negatively affects the level of customer’s satisfaction. Regarding availability in the deposits booth, users are most satisfied causing empathy factors such as bank always pays attention to customers, bank’s staff is caring or bank takes customers’ benefit as its target. Therefore, BIDV needs to improve service quality, responsiveness all customer’ needs and solving of problems promptly, banks can make their saving users fully satisfied. The study confirms the need for the managements of the bank to take into account customer perceptions of service quality and their expectations, and in those areas that have negative mean gap score, it should implement appropriate service quality improvement in order to improve its service delivery.
ACKNOWLEDGMENTS I
ABSTRACT II
Contents III
Tables V
Figures VI
Chapter1 Introduction 1
1.1 Motivation of Research 1
1.2. Purpose of Research 3
1.3. BIDV Background 4
1.4. Significances of the study 8
1.5. Research objective and implication 9
1.6. Structure of research 9
Chapter 2 Literature Review 11
2.1. Service quality 11
2.1.1 Concepts of Service quality 11
2.1.2 Characteristics of a Service 12
2.1.3 Dimensions of Service Quality 13
2.2. Customer’s satisfaction 15
2.2.1 The argument of making customer satisfaction 15
2.2.2 Importance of Customer satisfaction 16
2.2.3 Customer satisfaction in banking industry 17
2.2.4 The necessity of measuring customer satisfaction 18
2.3. Relationship between customer’s satisfaction and service quality 18
2.3.1 Reliability 21
2.3.2 Responsiveness 22
2.3.3 Assurance 22
2.3.4 Empathy 23
2.3.5 Tangibles 24
Chapter 3 Research Methodology 26
3.1. Proposed Theoretical and Conceptual Framework 26
3.2 Questionnaire design 30
3.3. Measurements construction 32
3.4. Sampling 33
3.4.1 Sampling method 33
3.4.2 Sample size 33
3.5 Data collection 34
3.6 Data preparation 34
3.6.1 Questionnaire checking 34
3.6.2 Data editing 35
3.7 Data analysis methods 35
Chapter 4 Research Results and Analysis 37
4.1 Sample description 37
4.1.1 Characteristics of respondents 37
4.1.2 Descriptive statistics 38
4.2. Reliability and Scale Assessment 40
4.2.1 Cronbach's Alpha Reliability Test 40
4.2.2 Factor Analysis 41
4.3. Hypotheses test 44
4.3.1 Correlation analysis 44
4.3.2 Regression analysis 46
Chapter 5 Implications, Conclusions and Recommendations 49
5.1 Implications 49
5.2. Limitations of the study 50
5.3. Conclusion and Recommendations 50
5.4 The contributions of the study 52
References 53
Appendix1: Questionnaire 60
Appendix 2: Descriptive Analysis 64
Appendix 3: Reliability Analysis 66
Appendix 4: Factor Analysis 68
Appendix 5: Regression Analysis 74
I. English
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II. Vietnamese
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