The analysis and solutions to deal with factors impact on customer satifaction with non-credit services at Vietcombank Binh Tay branch

Abstract

Being aware of the significance needs of the non-credit services revenue, the report employs the quantitative and qualitative research methods to identify the factors that impact on customer satisfaction in non-credit service quality at Vietcombank Binh Tay branch. Furthermore, the final part of the report will present the solutions and recommendations along with apparent short term and long term plans to boost up non-credit service revenue for VCB Binh Tay. Data from primary sources that are survey and focus group interview will be synthesized and analysized. Secondary data got from books and e-journals of Google scholar and university online library will be good reference. The report will work out factors impact on customer satisfaction with service quality of non-credit services at VCB Binh Tay based on SERQUAL model of Parasuraman et al (1985, 1988). The SERQUAL model includes 5 factors which are Reliability, Responsiveness, Assurance, Empathy and Tangibles. After finishing collecting data from focus group interview as well as 300 survey questionnaires, the SPSS software is used to analysise the data. The Cronbach‟s Alpha test, Exploratory Factor Analysis was carried out to work out new factors. Next, Multi regression analysis was employed to test the 5 hypothesises to clarify which of 5 factors of SERQUAL model has significant correlation with customer. The result found out Reliability, Responsiveness and Tangiles are the three adjusted dimensions that consist of 13 factors impact on customer satisfaction with service quality of non-credit services in the case of VCB Binh Tay. After analysing those setbacks, two recommendations including operating training program and designing service packages combined with CRM system are produced. Firstly, training program will provide knowledge about non-credit service field and communication skills to the VCB Binh Tay staff. From then on, staffs can share the work with others to serve the customers more effectively. Secondly, designing services packages that fit with various group of customers and developing CRM system from the existing applications of VCB system. This CRM system will help to classify different group of customers so that the new established product team can be able to design service packages which are suitable to their characteristics and requirements. Afterward, the customer satisfaction will be increased considerably and the bank will have more customers along with high revenue generated.