Luận văn thạc sĩ UEH identifying dimension of BIDVs trade finance services quality in hochiminh city

MINISTRY OF EDUCATION AND TRAINING

UNIVERSITY OF ECONOMICS HOCHIMINH CITY

------------------------

BI VU THANH XUAN

IDENTIFYING DIMENSIONS OF BIDV’S

TRADE FINANCE SERVICES QUALITY

IN HOCHIMINH CITY AREA.

MASTER THESIS

Ho Chi Minh City, 2011.

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MINISTRY OF EDUCATION AND TRAINING

UNIVERSITY OF ECONOMICS HOCHIMINH CITY

------------------------

BI VU THANH XUAN

IDENTIFYING DIMENSIONS OF BIDV’S

TRADE FINANCE SERVICES QUALITY

IN HOCHIMINH CITY AREA.

MAJOR: BANKING AND FINANCE

MAJOR CODE: 60.31.12

MASTER THESIS

INSTRUCTOR: DR. TRUONG QUANG THONG

Ho Chi Minh City, 2011.

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i

ACKNOWLEDGEMENT.

I would like to express my heartfelt gratitude and deepest appreciation to my

research supervisor, Dr. Truong Quang Thong for his precious guidance, share of

experience and highly valuable suggestions throughout the course of my research.

My special gratitude is extended to all instructors and staff at Postgraduate

Faculty, University of Economics Ho Chi Minh City (UEH) for their support and

the valuable knowledge during my study in UEH.

I also wish to thank to my colleagues in BIDV’s branches, who help me

during the collection of data. My thanks would also extend to the respondents,

without them, my thesis could not have been done.

Specially, my thanks go to Ms. Vu Thi Bich Ngoc for their valuable and

enthusiastic support for this research study as well as for their comments of

English from early draft of my thesis.

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ii

Abstract

Maximizing customer satisfaction through service quality has been

described as the ultimate weapon. This study applied the SERVQUAL model of

Parasuraman (1988) to test the dimensions to have relationship to BIDV’s trade

finance service quality in Ho Chi Minh City area. A study of 150 respondents from

branches was conducted. Multiple linear regression technique was used to test the

hypotheses and research model. The chosen model is modified from SERVQUAL

model. According to the results, empathy, responsibility, assurance, reliability

were confirmed to have positive impact on service quality. Some independent

variables such as tangibility, price, portfolio have no enough evidence to conclude

to have relationship to service quality.

Recommendations for related regression results are suggested to improve

trade finance services quality and therefore BIDV can serve customers better.

Keywords: Customer satisfaction, Service quality, trade finance, SERVQUAL

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iii

CONTENTS

Acknowledgement.....................................................................................................i

Abstract.....................................................................................................................ii

Contents...................................................................................................................iii

List of tables ............................................................................................................vi

List of Figures and Charts ......................................................................................vii

Chapter I: INTRODUCTION TO THE STUDY ................................................ 1

1.1. Rationale of the study........................................................................................ 1

1.2. Problem statement ............................................................................................. 1

1.3. Research objectives ........................................................................................... 2

1.4. Scope ................................................................................................................. 2

1.5. Research methods.............................................................................................. 2

1.6. Structure of the study......................................................................................... 3

Chapter II: RELATED LITERATURE REVIEW............................................. 4

2.1. Understand service quality ................................................................................ 4

2.1.1. Definition of service quality........................................................................... 4

2.1.2. The role of banking service quality................................................................ 4

2.1.2.1. A significant source of competitive advantage and customer retention...... 4

2.1.2.2. Increase Bank brand .................................................................................... 5

2.1.2.3. Profitability.................................................................................................. 5

2.2. Empirical evidence ............................................................................................ 6

2.2.1. Models............................................................................................................ 6

2.2.2. Summary and comparative evaluation of service quality models................ 13

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2.2.3. Applications models in some countries........................................................ 15

Chapter III: OVERVIEW TRADE FINANCE SERVICES IN VIETNAM.. 18

3.1. Trade finance in Vietnam ................................................................................ 18

3.1.1. Exports.......................................................................................................... 18

3.1.1.1. Some highlights in 2010............................................................................ 18

3.1.1.2. First haft of 2011 ....................................................................................... 19

3.1.2. Imports.......................................................................................................... 20

3.1.2.1. Some highlights in 2010............................................................................ 20

3.1.2.2. In the first half of 2011.............................................................................. 21

3.1.3. Vietnam trade balance .................................................................................. 22

3.2. Trade finance services in BIDV ...................................................................... 23

Chapter IV: DATA ANALYSIS AND FINDINGS ........................................... 28

4.1. Methodology.................................................................................................... 28

4.1.1. Data collection.............................................................................................. 28

4.1.2. Sample size ................................................................................................... 28

4.1.3. Questionnaire design .................................................................................... 28

4.1.4. Variables....................................................................................................... 29

4.1.5. Measurement and scales.............................................................................. 30

4.1.6. Tests Used for Data Analysis....................................................................... 30

4.2. Data analysis.................................................................................................... 30

4.2.1. Preliminary results........................................................................................ 30

4.2.2. Hypotheses development.............................................................................. 32

4.2.3. Regression results - test and analyze ........................................................... 32

4.2.3.1. Basic regression model.............................................................................. 32

4.2.3.2. Optimal regression model.......................................................................... 34

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