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Improving customer services and satisfaction - A case study of HSBC, Vietnam
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TRƯỜNG ĐẠI HỌC MỞ TP. HCM UNIVERSITY LIBRE DE BRUXELLES TP. HCM UNIVERSITY LIBRE DE BRUXELLES UNIVERSITY LIBRE DE BRUXELLES
HO CHI MINH CITY OPEN UNIVERSITY SOLVAY BRUSSEL SCH HO CHI MINH CITY OPEN UNIVERSITY SOLVAY BRUSSEL SCHOOL SOLVAY BRUSSEL SCHOOL
MBAVB3
LUU CAM HOA LUU CAM HOA
IMPROVING CUSTOMER SERVICES IMPROVING CUSTOMER SERVICES AND SATISFACTION SATISFACTION SATISFACTION
A CASE STUDY OF HSBC, VIETNAM A CASE STUDY OF HSBC, VIETNAM
MASTER PROJECT
MASTER IN BUSINESS ADMINISTRATION MASTER IN BUSINESS ADMINISTRATION
(PART – (PART – TIME)
Tutor: Dr. Tutor: Dr. Nguyen Minh Kieu Nguyen Minh Kieu Nguyen Minh Kieu
Ho Chi Minh City
(2010)
i
STATEMENT ORIGINAL OF AUTHORSHIP STATEMENT ORIGINAL OF AUTHORSHIP
I certify that the substance of this thesis has not been already submitted to any degree
and is not currently being submitted for any other degree
I also certify that to the best of my knowledge any assistance received in preparing this
thesis, and all sources used, have been acknowledged and referenced in this thesis.
Signed: _______________________________ Date: _______________________
LUU CAM HOA
ii
ACKNOWLEDGEMENTS
I would like to express my gratitude to Dr. Nguyen Minh Kieu who has guided and
supported me during the time I complete this project.
My other thanks to all Professors, Tutors and Coaches who spent their great time to
teach and inspire me to learn and complete the program.
Also, my thanks to my classmates, who by different means, have worked, exchanged,
supported and shared knowledge and experiences during the past time.
Finally, I wish to express my gratitude and love to my family for their unreserved love,
support and encouragement. The love they reserved for me has made my life so
wonderful and meaningful.
iii
COMMENTS OF TUTOR
February 24 February 24, 2011
TO WHOM IT MAY CONCERN TO WHOM IT MAY CONCERN
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Dr. Nguyen Minh Kieu Dr. Nguyen Minh Kieu
Date: ……../………./ 2011
iv
ABSTRACT ABSTRACT
Recently banking industry has become severely competitive environment than ever
before. When the banking products are easy to imitate, then the services quality
becomes more important and significant for banks to increase their competitive
advantage. This research therefore, focused on measuring customer satisfaction level
of existing customer in HSBC Vietnam and from result of the findings analysis the
recommendation are elaborated to improve the services quality and customer
satisfaction level.
The research was conducted based on data collected from existing SME customers
which are considered as the main driven in Vietnam economic in future. There are 125
respondents was collected from 200 questionnaires sent out to customers. The collected
data was analyzed by using SPSS 16.0 with main analyses were reliability with
Cronbach’s Alpha, exploratory factors analysis and multiple linear regression.
The result addressed that the key satisfactions of SME customers in HSBC Vietnam
were assurance, reliability, pricing, empathy and tangible dimension. The factor of
responsiveness was not significant impact to the research model.
Accordingly, the recommendations have been elaborated for the board of management
of HSBC Vietnam to focus on key factors for improving services quality and customer
satisfaction level.
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Table of Contents
ABSTRACT.............................................................................................................................iv
LIST OF TABLES .........................................................................................................................................................................................V
LIST OF FIGURES .................................................................................................................................................................................................................Vi
ABBREVIATION ...........................................................................................................................................................................................Vii
CHAPTER 1: INTRODUCTION TO THE RESEARCH ...............................................................................1
1.1. GENERAL BACKGROUND ..................................................................................................2
1.2. RATIONALE OF THE RESEARCH ..........................................................................................3
1.3. STATEMENTS OF THE PROBLEM..........................................................................................4
1.4. RESEARCH QUESTIONS ....................................................................................................4
1.5. RESEARCH OBJECTIVE.....................................................................................................5
1.6. SCOPE OF THE RESEARCH ................................................................................................6
1.7. ORGANIZATION OF THE RESEARCH .....................................................................................6
CHAPTER 2: LITERATURE REVIEW ................................................................................................8
2.1. BANKING SERVICES AND PRODUCTS....................................................................................8
2.1.1. GENERAL ACTIVITIES OF COMMERCIAL BANKS ..................................................................8
2.1.2. HSBC VIETNAM BANKING SERVICES AND PRODUCTS......................................................... ..9
2.2. CUSTOMER SATISFACTION AND SERVICES QUALITY IN BANKING SECTOR ......................................11
2.2.1. CUSTOMER SATISFACTION IN BANKING SECTOR ................................................................11
2.2.2. SERVICES QUALITY DIMENSTION IN BANKING SECTOR....................................................... ..11
2.3. SERVICE QUALITY (SERVQUAL)...........................................................................................13
2.4. THE GAP MODEL.............................................................................................................16
2.5. PRICING DIMENSION ........................................................................................................19
2.6. CUSTOMER SATISFACTION ................................................................................................19
2.7. PREVIOUS RESEARCH MODEL ...........................................................................................21
CHAPTER 3: RESEARCH METHODS................................................................................................23
3.1. RESEARCH MODEL AND HYPOTHESES STATEMENTS ................................................................23
vi
3.1.1. THE RELATIONSHIP BETWEEN SERVICE QUALITY AND CUSTOMER SATISFACTION........................23
3.1.2. THE RELATIONSHIP BETWEEN PRICING DIMENSION AND CUSTOMER SATISFACTION................... ..24
3.1.3. RESEARCH MODEL .................................................................................................. ..25
3.2. RESEARCH DESIGN .........................................................................................................27
3.2.1. PRIMARY AND SECONDARY DATA RESOURCES..................................................................27
3.2.2. QUESTIONNAIRES .................................................................................................. ..28
3.2.2.1. QUESTIONNAIRES DESIGN..................................................................................28
3.2.2.2. SENDING QUESTIONNAIRES ............................................................................. ..28
3.3. MEASUREMENT SCALE.....................................................................................................29
3.4. RESEARCH SAMPLE SIZE AND SCALE...................................................................................30
CHAPTER 4: DATA ANALYSIS AND FINDINGS....................................................................................31
4.1. SAMPLE CHARACTERISTICS...............................................................................................31
4.2. DESCRIPTIVE STATISTIC ANALYSIS......................................................................................33
4.3. DATA ANALYSIS .............................................................................................................34
4.3.1. RELIABILITY EVALUATION THROUGH CRONBACH’S ALPHA.....................................................34
4.3.2. EXPLORATORY FACTOR ANALYSIS.................................................................................35
4.4. REGRESSION ANALYSIS....................................................................................................37
CHAPTER 5: CONCLUSION AND RECOMMENDATIONS .........................................................................42
5.1. CONCLUSION.................................................................................................................42
5.2. RECOMMENDATIONS .......................................................................................................44
5.3. RESEARCH LIMITATION ....................................................................................................46
REFERENCE ...........................................................................................................................48
APPENDIX 1............................................................................................................................52
APPENDIX 2............................................................................................................................59
APPENDIX 3............................................................................................................................60
APPENDIX 4............................................................................................................................65
APPENDIX 5............................................................................................................................72
vii
LIST OF TABLES
Table 1: Summary of factors and scale ................................................................. 29
Table 2: Overall customer satisfaction and scale .................................................. 30
Table 3: Likert scale .............................................................................................. 30
Table 4: Characteristics of the sample .................................................................. 32
Table 5: Descriptive statistics of the sample ......................................................... 33
Table 6: Cronbach's Alpha of the respondents ...................................................... 35
Table 7: Summary results from first step of factors analysis of items (SPSS) ..... 36
Table 8: Model summary ...................................................................................... 38
Table 9: Anova result ............................................................................................ 38
Table 10: Multiple regression of the research model .............................................. 39