Student: Dang Dinh Thinh Advisor: Jing Wenli Nguyen Danh Nguyen

Chapter 1: Introduction
1.1. Research Background

Become a member of the WTO and participation in the free trading agreements give to Vietnam the opportunities and challenges (Dordi Claudio et al, 2007) In 2007 is the year that the competition on the world and domestic market place more aggressive, enterprises are protected and the state enterprises were faced with many difficulties to maintain the ratio output rate as before (Claudio Dordi et al, 2007)

Vietcombank is one of the leading private-owned banks in Vietnam, Vietcombank have a significant market shares in Vietnam in many different fields

Chapter 1: Introduction
1.2 Research Motivation Vietcombank is seeing loans and their funding market share reduced average 1-2% / year while the other joint stock banks as Viettinbank, Agribank boost market share (VCB-depth report, 2009) The strategic goals of Vietcombank now asking is how to improve further the quality of services aim to increase market share (VCB Report, 2009) However, to implement this goal, studies are needed to evaluate closely what factors affect to service quality at Vietcombank. This is the reason I selected this topic to research

Chapter 1: Introduction
1.3 Research Purpose This thesis going to answer the following questions

What are Service Quality factors affect to Customers Satisfaction about service at Vietcombank? What factor is the most important affecting to service quality at Vietcombank? How These factors influence to banking services quality at Vietcombank. ?

Chapter 1: Introduction
1.4 Research Procedure

This thesis consists of five chapters: Chapter 1 gives the context background of social economy as well as the opportunities and challenges of Vietcombank. Since then, the research motivation have been clearly and answer why I selected this topic to research. Chapter 2 will address the theoretical foundation of service quality . This article will also refer to a number of models and factors affecting to services quality to develop research model and hypothesis in chapter 3. After the questionnaire designed in chapter 3, will be used to conduct interviews. The data collected will be used for the analysis in Chapter 4 and the results will be summarized and give some suggrestions in Chapter 5.

2.1 Concept of Customers Satisfaction

Chapter 2: Literature Review

According to Hansemark and Albinsson (2004): Satisfaction is the attitude of users toward services provider, or is the emotional response to the difference between what customers anticipate and what they get

The previous research such as (Parasuraman et al 1988), (Cronin & Taylor, 1992) show that cht lng dch v l nguyn nhn dn n s tha mn.

Chapter 2: Literature Review

2.2 Concept of Service
Not Visible

Service is a process of including these factors not visible, address the relationship between the supplier with the customer or the customer's property without a change of ownership. Products can be of service within or beyond the scope of the entity product Luu Van Nghiem (2001), Elizabeth, Jones (2005)

Not separate

Servi ce

quickly deteriora te

Inconsist ent

Chapter 2: Literature Review

2.3 Concept of Service Quality Service quality is a comparison of customers between their perceptions about how services are implemented with their expectations about service (Gronroos, 1984; Parasuraman et al., 1985, 1988)

service quality is a service meets the need of the customer and thier expectations for service Mitchell Lewis (1990), Dotchin and Oakland (1994), and Asubonteng et al. (1996)

Service Quality = Expectation Perception

Chapter 2: Literature Review

2.4 The Importance of Service Quality
Satisfaction is the consumer's reaction when the desired response (Oliver, 1997), the reaction of customers about the difference between desired and perceived levels after using product / service (Tse and Wilton, 1988).
Zeithalm & Bitner (2000) argue that customer satisfaction is affected by many factors such as product quality, service quality, prices, situation factors, personal factors

Service quality and satisfaction have a strongly relationship with each other (Cronin and Taylor, 1992; Spreng & MacKoy, 1996)

Chapter 2: Literature Review

2.5 Introduction SERVQUAL In 1985, Parasuraman and his colleagues proposed the model of service quality, SERVQUAL scale with many researchers are quite comprehensive (Svensson 2002).
Reliability Responsiveness Assurance Empathy Tangible SERVQUAL scale (Parasuraman, 1988) Service Quality

Chapter 2: Literature Review

2.5 The relationship between service quality and satisfaction

(Source: Lo Liang Kheng, 2010)

The research of (Liang Kheng Lo, 2010) studied the relationship of service quality and customer satisfaction in the banking sector in Malaysia. As this study shows that customer loyalty and satisfaction is greatly influenced by service quality

Chapter 3: Research Methods

3.1 Research Model
Service Quality Reliability H1 Responsiveness Assurance Empathy H5 Tangible H2 H3 Customers Satisfaction

H4

Chapter 3: Research Methods

3.2 Hypotheses
H1: Reliability has a positive affect to Customers Satisfaction

H2: Responsiveness has a positive affect to Customers Satisfaction

H3: Assurance has a positive affect to Customers Satisfaction

H4: Empathy has a positive affect to Customers Satisfaction

H5: Tangible has a positive affect to Customers Satisfaction

Chapter 3: Research Methods

3.3 Variables Measurement
Constructs Reliability Contents of items The staff provide service as promised. References Dabholkar et al., 1996

The staff provide you accurate information. The staff perform service for you correctly the first time.
The staff tell you exactly when service will be provided. Responsive ness The staff respond to your requests quickly. The staff give you prompt service. The staff are willing to help you.

Dabholkar et al., 1996

Chapter 3: Research Methods

3.3 Variables Measurement
Constructs Assurance Contents of items The staff have banking service knowledge The staff have the skills required to perform service.
The staff speak with you by using appropriate forms. The banking staffs are trustworthy. The staff make you feel safe when you using the service at Vietcombank Empathy The staff are able to communicate effectively with you The staff show personal attention to you The staff know your specific needs. Dabholkar et al., 1996

References Dabholkar et al., 1996

Chapter 3: Research Methods

3.3 Variables Measurement
Constructs Tangibility Contents of items The staff dresses appropriately. References Dabholkar et al., 1996

The staff uniforms are clean The staff provide you service with a smile
The staff have attractive appearance e.g. elegant, smart Customers Overall how satisfied are you with Vietcombanks Satisfaction service How close is the motorcycle to your ideal postal Vietcombanks service? Considering your expectations, to what extent has Vietcombanks service fallen short of or exceeded your expectations?

Christina OLoughlin, 2002

Chapter 3: Research Methods

3.4 Collecting Data Method and Analysis Methods

300 questionnaires will be sent directly to customer who are using service at Vietcombank. After data are collected and carefully selected. All data will be analyzed using SPSS 17.0 software through four methods such as decretive analysis, reliability analysis, analysis accuracy, and regression analysis to evaluate the hypothesis

Chapter 4. Data Analysis and Results

4.1 Descriptive Analysis of Sample Demographics
Variables Under 25 years Age Frequency 64 Percentage (%) 29.5

25-35 years
35-45 years Over 45 years Female Male Lower high school High school

36
50 67 62 155 65 34 41 53 24

16.6
23 30.9 31 69 30 15.7 18.9 24.4 11.1
18

Gender

Education

College Bachelor Higher Bachelor

Chapter 4. Data Analysis and Results

4.2. Factor Analysis
Assurance Sa1 Sa2 Sa3 Assurance1 Assurance2 Assurance3 Assurance4 Assurance5 Tan1 Tan2 Tan3 Tan4 Empathy1 Empathy2 Empathy3 Reliability1 Reliability2 Reliability3 Reliability4 Res1 Res2 Res3 Res4 Reliability Responsiveness Tangibility Customer Satisfaction .771 .755 .786 Empathy

.588 .713 .813 .809 .826 .674 .800 .787 .789 .751 .778 .766 .709 .857 .810 .787 .708 .824 .778 .808

Chapter 4. Data Analysis and Results

4.3. Reliability Analysis of the Major Variables Cronbachs is to test whether the measures are free from error.
Factors Reliability Customer Satisfaction Responsiveness Cronbachs 0.861 0.917 0.844

Throughout the test we find out that all of the Cronbachs are greater

Assurance
Empathy Tangible

0.858
0.796 0.855
20

than 0.796, meaning that

the constructs have high reliability.

Chapter 4. Data Analysis and Results

4.4. Regression Analysis Linear Regression Analysis for Testing H1, H2, H3, H4 and H5
St. coefficients 0.172**

F value
t value 3.010 R2 Adj-R2

Constructs Reliability

Tangible Assurance
Empathy

0.214** 0.289***
0.173**

6.479
2.689 0.489 0.477 40.389***

Responsiveness 0.119*

4.032
4.053

Dependent variable: Behavioral Intention to use. ***p<0.001, **p<0.01, *p<0.05

21

Chapter 5. Conclusion and Suggestions

5.1. Research Result

Hypotheses
H1: H2: H3: H4: H5 Tangible has a positive effect on customer satisfaction Reliability has a positive effect on customer satisfaction Responsiveness has a positive effect on customer satisfaction Empathy has a positive effect on customer satisfaction Assurance has a positive effect on customer satisfaction

Results
Supported Supported Supported Supported Supported

22

Chapter 5. Conclusion and Suggestions

2. Contributions and Implications
The thesis showed the relationship between service quality and customer satisfaction. In which, service quality includes some factors such as tangible, reliability, responsiveness, empathy and assurance, which have strong impact on customer satisfaction. From the analysis, we can see the assurance has the strongest impact on customer satisfaction. Therefore, to enhance customer's satisfaction, we need to focus on service quality. More specifically, we need to focus on two factors which influence customer satisfaction. They are Assurance and Tangible This conclusion has major implications for managers, to help them make a strategy and a roadmap to meet the satisfaction of customers better

23

Chapter 5. Conclusion and Suggestions

5.3. Limitation there is a limitation in the number of the factors. On the other hand, the respondent is still limited. The participants answered mainly in large cities 5.4. Further study 1.The future research should focus on expanding the research model by adding new factors in order to do more acurately

2. Further research should expand the scope of the survey in order to enhance the research result
24