UBND THÀNH PHỐ HỒ CHÍ MINH
TRƯỜNG ĐẠI HỌC SÀI GÒN
ĐỀ TÀI NGHIÊN CỨU KHOA HỌC
CÁC NHÂN TỐ ẢNH HƯỞNG ĐẾN SỰ HÀI LÒNG
CỦA KHÁCH HÀNG
VỀ DỊCH VỤ THẺ TÍN DỤNG TẠI NGÂN HÀNG
THƯƠNG MẠI CỔ PHẦN NGOẠI THƯƠNG VIỆT
NAM
Học phần: 842304
Nhóm: 8
THÀNH PHỐ HỒ CHÍ MINH, NĂM 2023
CÁC NHÂN TỐ ẢNH HƯỞNG ĐẾN SỰ HÀI LÒNG CỦA KHÁCH HÀNG VỀ DỊCH
VỤ THẺ TÍN DỤNG TẠI NGÂN HÀNG THƯƠNG MẠI CỔ PHẦN NGOẠI THƯƠNG
VIỆT NAM
Lê Phước Kim Thoa1, Lưu Dĩnh Chi2*, Hắc Khả Doanh3, Lê Thị Quỳnh Như4, Lê Thị Ngọc
Thơ5
1 3121420386, DTN1215
2 3121420066, DTN1215
3 3121420083, DTN1215
4 3121420296, DTN1215
5 3121420388, DTN1217
* Người chịu trách nhiệm về bài viết: Lưu Dĩnh Chi
Title:
Factors
influencing
customer
satisfaction with
credit card service
at Joint Stock
Commercial Bank
for Foreign Trade
of Vietnam at Ho
Chi Minh city
Từ khóa:
Dịch vụ thẻ tín
dụng; Khách
hàng; Sự hài
lòng; VCB HCM.
Keywords:
Credir card
service; Customer;
Satisfaction; VCB
HCM.
ABSTRACT:
This study aims to determine the factors affecting customer satisfaction
when using credit card services at Joint Stock Commercial Bank for
Foreign Trade of Vietnam (VCB HCMC). By using a survey
questionnaire, the author group has collected from 273 subjects and this
data will be analyzed by statistical techniques such as Cronbach's Alpha
test, EFA exploratory factor analysis and regression analysis. multiple
linear regression to determine the factors affecting customer
satisfaction. Research results show that the factors affecting customer
satisfaction when using credit card services at VCB in order from high
to low are Assurance, Empathy, Tangibles, Responsiveness, Reliability.
Through the research, the authors will recommend a number of
solutions to improve credit card services and enhance customer
satisfaction about the bank's credit services.
TÓM TẮT:
Nghiên cứu này nhằm xác định các nhân tố ảnh hưởng đến sự hài lòng
của khách hàng khi sử dụng dịch vụ thẻ tín dụng tại Ngân hàng TMCP
Ngoại thương Việt Nam (VCB TP.HCM). Bằng việc sử dụng bảng câu
hỏi khảo sát nhóm tác giả đã thu thập từ 273 đối tượng và dữ liệu này
sẽ được phân tích bằng các kỹ thuật thống kê như kiểm định Cronbach's
Alpha, phân tích nhân tố khám phá EFA và phân tích hồi quy tuyến tính
bội để xác định các nhân tố ảnh hưởng đến sự hài lòng của khách hàng.
Kết quả nghiên cứu cho thấy các nhân tố ảnh hưởng đến sự hài lòng
của khách hàng khi sử dụng dịch vụ thẻ tín dụng tại VCB theo thứ tự từ
cao đến thấp là Sự đảm bảo, Sự đồng cảm, Phương tiện hữu hình, Sự
đáp ứng, Độ tin cậy. Thông qua nghiên cứu, nhóm tác giả sẽ khuyến
nghị một số giải pháp để cải thiện dịch vụ tín dụng và nâng cao sự hài
lòng của khách hàng về dịch vụ tín dụng của ngân hàng
MỤC LỤC:
1. PROBLEM STATEMENT........................................................................................................................... 1
2.THEORETICAL BASIS AND RESEARCH MODELS...............................................................................1
2.1.2Customer satisfaction:...........................................................................................................................1
2.2 RESEARCH MODELS..........................................................................................................................1
3. RESEARCH METHODOLOGY..................................................................................................................1
3.1. Data collection method:............................................................................................................................. 1
3.2. Analytical method:.....................................................................................................................................1
3.3. Research model and research hypothesis...................................................................................................1
3.4 Design templates and input data................................................................................................................. 1
3.5. Data Analysis Methods..............................................................................................................................1
3.6. Research results......................................................................................................................................... 1
3.6.1. Result of Cronbach's alpha scale.........................................................................................................1
3.6.2. Exploratory factor analysis (EFA)......................................................................................................1
3.3. Recommendations:................................................................................................................................1
1. PROBLEM STATEMENT
In the current market context, credit cards are considered as one of the important
directions of all banks and credit institutions, with high profits and large customer base, this is
also an expansion channel. business. effective. Besides, constantly improving service quality
and enhancing customer satisfaction for credit cards is considered as one of the prerequisites
for banks, especially Foreign Trade Joint Stock Bank. Vietnam Commercial Bank
(Vietcombank) in Ho Chi Minh City. Faced with the above existing situation of Vietcombank
in Ho Chi Minh City, the authors carried out the topic "Research on factors affecting customer
satisfaction with Vietcombank's credit cards in Ho Chi Minh City for the purpose of building a
scale of credit card service quality and determining the degree of influence of these factors on
customer satisfaction Research results serve as a basis for proposing solutions to improve
credit card service quality of the Joint Stock Commercial Bank for Foreign Trade of Vietnam
in Ho Chi Minh City.
2.THEORETICAL BASIS AND RESEARCH MODELS
2.1 Theoretical basis
2.1.1 Credit and Credit services
Credit is an authorization for a party (usually a financial institution such as a bank or
credit company) to grant money loans or accept credit (credit cards) to another person or
entity. The person or organization may use the credit for purchases or other expenses for a
certain period of time. The payment of the amount withdrawn from the credit is then made
according to the terms and interest rates agreed previously between the creditor and the user of
the credit service.
Credit services are products or services provided by financial institutions such as
banks, credit unions, or other financial institutions. Credit services may include loans to buy a
home, car, or other consumer product, through personal lines of credit or agricultural credit.
Part of the credit service is credit card products, including personal credit cards, business
credit cards, and hotel credit cards. Using these credit cards, customers can borrow money to
shop, pay fees, make monthly payments, and accumulate rewards points.
2.1.2Customer satisfaction:
Referring to satisfaction Spreng, MacKenzie and Olshavsky (1996) argues that
customer satisfaction as the foundation of the marketing concept of satisfying customer needs
and desires. There are many different perspectives on customer satisfaction. Parasuraman et
al. (1988) argues that customer satisfaction as their response to the perceived difference
between known experience and expectations. Kotter and Keller (2006), satisfaction is the
degree of a person's feeling state derived from comparing the perception of a product with that
person's expectations. Accordingly, if the satisfaction has 3 levels: If the customer's perception
is smaller than the expectation, the customer will feel unsatisfied, if it is equal to the
expectation, the customer is satisfied, if it is higher than the expectation, the customer will be
satisfied and satisfied. Kano (1984) argues that each customer has three levels of needs: basic,
manifest and latent. Basic needs: this type of need is never expressed if meeting this type of
need will not bring satisfaction to the customer, but otherwise, the customer will not be
satisfied. Expressive needs: this is the type of need that the customer expresses the desire,
waiting to achieve. According to him, there is a linear relationship between customer
satisfaction and the fulfillment of this need. Potential needs: This is the type of demand that
the customer does not require, but if there is a response from the service provider, the
customer satisfaction will increase.
A popular theory to consider customer satisfaction is the "Expectation - Confirmation"
theory. Developed by Oliver (1989) and used to study customer satisfaction with the quality of
an organization's services or products. The theory consists of two sub-processes that have an
independent impact on customer satisfaction: service expectations before purchase and service
perception after experience. According to this theory, customer satisfaction can be understood
as the following process:
(1) First of all, customers form in their mind expectations about the elements constituting
the quality of service that the provider can bring to them before customers decide to
buy.
(2) After that, the purchase of the service and use contributes to the customer's belief in
the true performance of the service they are using.
(3) Customer satisfaction is the result of the effective comparison that this service brings
between what they expect before purchasing the service and what they have received
after using it.
and there will be 3 cases: Customer's expectation will be confirmed if the service's
performance completely coincides with Customer's expectation, will be disappointed if the
service performance is not in line with the customer's expectations and expectations.
Customers, will be satisfied if what they feel and experience after using the service exceeds
what they expected before the service.
2.2 RESEARCH MODELS
Through reference to researches on customer satisfaction, the authors use SERVPERF
model (Cronin and Taylor, 1992) including 5 factors: Reliability, Responsiveness, Tangibles,
Assurance, Empathy.
