NGÂN HÀNG NHÀ NƢỚC VIỆT NAM BỘ GIÁO DỤC VÀ ĐÀO TẠO
TRƢỜNG ĐẠI HỌC NGÂN HÀNG TP. HỒ CHÍ MINH
NGUYỄN ĐOÀN BÍCH TRÂM
NGHIÊN CỨU SỰ HÀI LÒNG CỦA KHÁCH HÀNG
SỬ DỤNG DỊCH VỤ TÍN DỤNG CÁ NHÂN
TẠI NGÂN HÀNG THƢƠNG MẠI CỔ PHẦN Á CHÂU
- CHI NHÁNH ÔNG ÍCH KHIÊM
KHÓA LUẬN TỐT NGHIỆP
CHUYÊN NGÀNH: TÀI CHÍNH NGÂN HÀNG
MÃ SỐ: 7340201
TP. HỒ CHÍ MINH, NĂM 2018
NGÂN HÀNG NHÀ NƢỚC VIỆT NAM BỘ GIÁO DỤC VÀ ĐÀO TẠO
TRƢỜNG ĐẠI HỌC NGÂN HÀNG TP. HỒ CHÍ MINH
NGUYỄN ĐOÀN BÍCH TRÂM
NGHIÊN CỨU SỰ HÀI LÒNG CỦA KHÁCH HÀNG
SỬ DỤNG DỊCH VỤ TÍN DỤNG CÁ NHÂN
TẠI NGÂN HÀNG THƢƠNG MẠI CỔ PHẦN Á CHÂU
- CHI NHÁNH ÔNG ÍCH KHIÊM
KHÓA LUẬN TỐT NGHIỆP
CHUYÊN NGÀNH: TÀI CHÍNH NGÂN HÀNG
MÃ SỐ: 7340201
NGƢỜI HƢỚNG DẪN KHOA HỌC
TS. LÊ VĂN HẢI
TP. HỒ CHÍ MINH, NĂM 2018
i
ABSTRACT
Currently, the banking sector in general and personal credit activities in
particular are in the fierce competition between many domestic and
foreign commercial joint stock banks . The banking sector „s revenues in Vietnam
today mainly come from credit activities. However, credit activities are currently
facing many difficulties, including bad debts, reduced credit growth due to the slow
socio-economic development as well as experiencing the previous difficult period. This
results in significant revenue losses. Every bank has their own attractive strategies,
business plans, services, utilities ... to attract customers. How to provide customers
with the best satisfaction while optimizing operating costs and maximizing business
profits is always an issue that banks try to do with all their capabilities.
There is solid evidence that loyalty is perceived by marketing researchers as a
very important concept because of its positive impacts on the company's long-term
benefits of enterprises. Businesses should focus on maintaining relationships with old
customers rather than trying to entice new customers. Hoffmann and partners (2012)
had proved that customers‟ satisfaction and trust were positively correlated with the
intention to continue the relationship with the bank and the cross-buying intent of
the customers - two components measure loyalty of customers .
Asia Commercial Joint Stock Bank (ACB) and Ong Ich Khiem in particular
should find out and develop their proper strategies to attract and occupy the market in
the most optimal way. At the same time, particular attention should be paid to the
customers‟ satisfaction, especially to the factors that affect the customers‟
satisfaction when using credit services, in order to find solutions to improve their
credit services‟quality to satisfy customers‟ demands better and better.
It can be seen that the measurement of customers‟ satisfaction using personal
credit products and services at Asia Commercial Joint Stock Bank is
necessary. Therefore, the author conducts the topic "Research on customers‟
ii
satisfaction using personal credit services at Asia Commercial Bank - Ong Ich
Khiem Branch". The study measures customers‟ satisfaction on personal credit
products and services - a determinant of many strategies and development scheme of
Asia Commercial Bank - Ong Ich Khiem Branch now - in relation to the influencing
factors. And then, the author expects to give bank executives a better view of the
quality of their services and a strategy to improve the quality of their services in
order to maximize customer satisfaction.
The objective of the study is to determine the factors influencing and the
level of factors„ influence on customers„ satisfaction using personal credit services,
thereby suggesting some recommendations to improve the level of customers„
satisfaction when using personal credit services at Asia Commercial Bank - Ong Ich
Khiem Branch.
The subjects of research are the factors that affect the satisfaction of
customers when using personal credit services of the bank. The scope of the
research is personal credit activities and clients who have been using personal
credit services at Asia Commercial Bank - Ong Ich Khiem Branch (ACB). The
topic was studied from March 2018 to May 2018.
The topic concentrates on solving and finding answers to the following
questions:
- Which research model is appropriate for assessing the level of satisfaction
on personal credit services at the bank ?
- What factors affect the satisfaction of personal credit services
at Asia Commercial Joint Stock Bank - Ong Ich Khiem Branch ? and the level of
influence of those factors .
- What are the recommendations to overcome and improve the level of
satisfaction of customers for personal credit services at Asia Commercial Bank -
Ong Ich Khiem Branch ?
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The thesis used two main research methods, which are qualitative research and
quantitative research - the main approach of the research. The interview
information will be collected through in-depth interviewing techniques of about 10
respondents who are banking specialists and interviews directly with 300 customers
who are already using ACB's personal credit products and services through
questionnaire completed from qualitative research . From there, the author
synthesizes information as a basis for exploring, adding and adjusting elements and
variables used to measure research concepts and is the basis for designing
questionnaires for quantitative research. The scale of the research components is
based on theoretical and prior research as well as qualitative research results to be
more appropriate for the research context. Cronbach's Alpha value and EFA factor
analysis were used to evaluate the value of the applied scale in the Vietnamese
market.
The content of this study consists of 5 parts and is structured as follows:
Chapter 1: INTRODUCTION TO STUDY OVERVIEW.
The main focus is to clarify the necessity, the meaning and the important
contribution of the topic, as well as presenting the subject, the scope of the topic and
the research methods used.
Chapter 2: THEORETICAL AND THEORETICAL MODEL
This chapter introduces related theories as the basis for designing research as
well as the development of appropriate research hypotheses and research models for
the research framework which used for measuring the sastisfaction of customers using
personal credit services of Asia Commercial Joint Stock Bank - Ong Ich Khiem
Branch.
Chapter 3: RESEARCH METHODOLOGY
This chapter presents a two-step approach to research: preliminary research
and formal research. Preliminary research was conducted through qualitative