Luận văn thạc sĩ UEH resource based view of banking website service in creating customer value

UNIVERSITY OF ECONOMICS HO CHI MINH CITY

International School of Business

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

Nguyen Xuan Hieu

RESOURCE – BASED VIEW OF BANKING

WEBSITE SERVICE IN CREATING CUSTOMER

VALUE –EVIDENCE FROM VIETNAMESE

COMERCIAL BANKS

ID: 21120004

MASTER OF BUSINESS (Honours)

Ho Chi Minh City – Year 2014

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UNIVERSITY OF ECONOMICS HO CHI MINH CITY

International School of Business

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

Nguyen Xuan Hieu

RESOURCE – BASED VIEW OF BANKING

WEBSITE SERVICE IN CREATING CUSTOMER

VALUE –EVIDENCE FROM VIETNAMESE

COMERCIAL BANKS

ID: 21120004

MASTER OF BUSINESS (Honours)

SUPERVISOR: Dr. PHAM NGOC THUY

Ho Chi Minh City – Year 2014

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i

ACKNOWLEDGEMENT

At the first of my thesis, I would like to thank all people who made this thesis possible and an

unforgettable experience for my studying. Especially, I would like to send my deep thanks to

Dr. Pham Ngoc Thuy - my research supervisor, for her thoughtful guidance and advice,

recommendations from research proposal to thesis report. I really appreciate her patience

during the whole instructing process for me to be able to complete this study despite some

location difficulties.

Besides, I would like to thank my friends include my classmates, my co-workers and others

whom encouraged and support me completed this thesis. Completing this work would have

been all the most difficult were it not for the support and friendship provided by the all of those

members.

Last but not the least; I would like to thank my family. I also wish thank all people who spent

through their time and generous support made this thesis project. I cannot complete this thesis

without all those supports.

October 2014

Ho Chi Minh City, Viet Nam

NGUYEN XUAN HIEU

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ii

ABSTRACT

The banking products and services has developed strongly in recent years, to be delivered to

customers quickly, online, 24 consecutive hours per day and 7 days per week. These services

do not depend on space and time, through electronic distribution channels and internet access

device such as a computer terminal, ATM, POS, telephone, mobile phone ... (e-banking

services).

There are many research that investigated the impact of web site design on users’ behavior or

the web layout effects on consumer behavior in the context of web retail banking. However,

similar studies on banking website in Viet Nam are still limited, this study was expanded by

viewing tools of the banking website as alternative human resources in the provision of

products and services to the market, there is a specific market Vietnam.

The study was carried out with 2 stages, preliminary research to discover, edit and perfect scale

of concepts in study's context of research through surveying 20 clients and professionals. Main

research is done formally through surveys 250 customers who are using banking website in

Vietnam.

The results of the data analysis contributes to the body of knowledge by demonstrating the

above factors are critical in creating customer perceived value in a developing country context.

The implications of the results form is a good basis for providing practical recommendations to

leaders of Vietnamese Banks, and directions for further work.

Key words: Resource – Based view, Customer perceived value, Usability, Article, Database,

Ressposiveness, and Discussion.

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iii

LIST OF TABLE

Table 3.1: Scales used in the questionnaire

Table 4.1: Descriptive Statistics of Sample

Table 4.2: Reliability analysis results

Table 4.3: EFA analysis results for the independent variables after handling

Table 4.4: EFA analysis results for the dependent variable

Table 4.5: Describe the correlation among variable

Table 4.6: Multiple Regressions results of Customer Perceived Value to independent

Table 4.7: Hypotheses Testing Results

Table 4.8: Summary results of the hypotheses

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iv

LIST OF FIGURES

Figure 2.1: Sai Gon Thuong Tin commercial Join Stock Bank

Figure 2.2: Joint stock commercial Bank for Foreign Trade of Vietnam

Figure 2.3: Vietnam Bank for Agriculture and Rural Development

Figure 2.4: Nam A commercial Join Stock Bank

Figure 3.1: Customer use and evaluations of e-banking service value propositions

Figure 3.2: Research process needed to achieve the research objectives.

Figure 4.1: Research model after testing by EFA

Figure 4.2: Multiples Regression Result

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v

TABLE OF CONTENTS

ACKNOWLEDGEMENT ......................................................................................................................... i

ABSTRACT.............................................................................................................................................. ii

LIST OF TABLE ..................................................................................................................................... iii

LIST OF FIGURES ................................................................................................................................. iv

TABLE OF CONTENTS.......................................................................................................................... v

CHAPTER 1: INTRODUCTION ............................................................................................................. 1

1.1. Research background ................................................................................................................. 1

1.2. Problem statement ...................................................................................................................... 2

1.3. Research objective...................................................................................................................... 5

1.4. Research scopes.......................................................................................................................... 5

1.5. The structure of thesis ................................................................................................................ 6

1.6. Summary .................................................................................................................................... 7

CHAPTER 2: LITERATURE REVIEW .................................................................................................. 8

2.1. Theoretical background.............................................................................................................. 8

2.2. Banking website ......................................................................................................................... 9

2.3. Some basic characteristics of the website interface in Vietnam .............................................. 11

2.4. E-banking services ................................................................................................................... 11

2.5. Service process and value creation in web site banking website services ............................... 12

2.6. Service contentand value creation in web site banking website services................................. 14

2.7. Research Model........................................................................................................................ 17

2.8. Summary .................................................................................................................................. 18

CHAPTER 3: RESEARCH METHODOLOGY .................................................................................... 20

3.1. Research process ...................................................................................................................... 20

3.2. Measurement of variables ........................................................................................................ 21

3.3. Data source ............................................................................................................................... 25

3.4. Sampling................................................................................................................................... 26

3.5. Main survey and Data collection.............................................................................................. 27

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