Research on satisfaction of customers on the quality of consumer loan service in Vietnam International Commercial Joint Strock Bank (VIB) - Ba Ria branch, 2018

`

MINISTRY OF EDUCATION AND TRAINING STATE BANK OF VIET NAM

BANKING UNIVERSITY OF HO CHI MINH CITY

NGUYEN DUC ANH PHUC

RESEARCH ON SATISFACTION OF CUSTOMERS ON THE QUALITY

OF CONSUMER LOAN SERVICE IN VIETNAM INTERNATIONAL

COMMERCIAL JOINT STOCK BANK (VIB) - BA RIA BRANCH

BACHELOR’S THESIS

MAJOR: FINANCE AND BANKING

CODE:

SUPERVISOR

M.S TRAN HONG HA

HCMC, 2018

ii`

ABSTRACT

The purpose of this thesis is to explore factors affecting customer satisfaction

when using consumer lending services at VIB. This study is based on the documentary

background of decision making process, SERVPERF theory model to measure service

quality. Both quantitative and qualitative methods are used to analyze data. In

quantitative research, the impact of factors on customer satisfaction when using

consumer lending services at VIB is analyzed by survey questionnaires collected from

140 customers.

Based on the research results, the factors affecting customer satisfaction when

using consumer lending service at VIB include 5 factors but only 2 factors affecting

customer satisfaction. The qualitative study was conducted by group discussion and in

– depth interviews with experts.

From the research results, a number of research implications have been

proposed to improve and enhance the customer satisfaction when using consumer

lending services at VIB.

iii`

DECLARATION

I declare that this thesis research is entirely my own composition, the research‟s

result is honest, in which there is no previously published content or other content

performed by another person except the quotations are cited completely in the thesis.

I am responsible for my thesis.

Student

iv`

ACKNOWLEDGEMENT

I would like to take this opportunity to acknowledge several individuals who

have helped me to complete my thesis.

First of all, I would like to express my endless thanks and gratefulness to my

supervisor M.S Tran Hong Ha Her kindly support and continuous advices went through

the process of completion of my thesis. His encouragement and comments had

significantly enriched and improved my work. Without his motivation and instructions,

the thesis would have been impossible to be done effectively.

Secondly, I want to thanks my parents for their endless love, care and have most

assistances and motivation me for the whole of my life. I also would like to explain my

thanks to my siblings, brothers and sisters for their support and care me all the time.

Next, my deeply thanks come to all of my friends who always support me

during time I study in university I am thankful for the times that they have listened to

me, advised me and even comforted me. Their kindly help, care and motivation gave

me strength and lift me up all the trouble for the rest of my life.

v`

TABLE OF CONTENTS

CHAPTER I: ................................................................................................................1

INTRODUCTION........................................................................................................1

1.1. STATEMENT OF THE PROBLEM .............................................................1

1.2. AIMS OF THE ESSAY ...................................................................................2

1.2.1. Overall objective ..........................................................................................2

1.2.2. Main objectives ............................................................................................2

1.3. Research question ..............................................................................................2

1.4. Subject and scope of the study ..........................................................................2

1.5. Research method................................................................................................2

1.6. Research content ................................................................................................3

1.7. Contribution of the topic ...................................................................................3

1.8. Related reasearchs .............................................................................................4

1.9. Structure .............................................................................................................8

CHAPTER 2 .................................................................................................................9

THEORETICAL BASIS OF RESEARCH MODEL.................................................9

2.1. THEORETICAL BASIS ...................................................................................9

2.1.1. Service ...........................................................................................................9

2.1.1.1. The concept of service.............................................................................9

2.1.1.2. Characteristics of the service ...................................................................9

2.1.2. Service quality .............................................................................................10

2.1.2.1. Concept of service quality .....................................................................10

2.1.2.2 Factors affecting the quality of service...................................................11

2.1.3. Customer Satisfaction ..................................................................................12

2.1.3.1. Concept .................................................................................................12

2.1.3.2 Factors determining customer satisfaction..............................................13

2.1.4. Relationship between quality of service and customer satisfaction..............14

2.1.5. Overview of consumer loans........................................................................15

2.1.5.1. Concept of consumer loans....................................................................15

2.1.5.2. Characteristics of consumer loans .........................................................16

2.1.5.3. Role of consumer loans .........................................................................17

2.2. RESEARCH MODELS BEFORE..................................................................19

vi`

2.2.1. Model of technical quality - function of Gronroos (1984) ...........................19

2.2.2. The SERVQUAL model of Parasuraman (1988).........................................19

2.2.3. The SERVPERF model of Cronin and Taylor (1992)..................................20

2.2.4. Comparison of service quality assessment models ......................................21

2.3. RESEARCH MODELS BASED ON THE SERVPERF MODEL ...............23

CHAPTER 3 ...............................................................................................................25

RESEARCH METHODOLOGY..............................................................................25

3.1. STUDY BACKGROUND................................................................................25

3.1.1. Introduce VIB bank .....................................................................................25

3.1.2. Advantages and disadvantages of consumer lending ...................................26

3.1.2.1. Advantages............................................................................................26

3.1.2.2. Disadvantages........................................................................................27

3.2. RESEARCH PROCESS ..................................................................................27

3.3. RESEARCH DESIGN .....................................................................................28

3.3.1. Preliminary research ....................................................................................28

3.3.2. Formal study ................................................................................................29

3.3.2.1. Research sample ....................................................................................29

3.3.2.2. Methods of data analysis .......................................................................30

3.3.2.3. Survey procedures.................................................................................30

3.4. BUILDING SCALE .........................................................................................33

Table 3.1. Data encrypt...........................................................................................34

3.5. DESIGN QUESTIONNAIRE..........................................................................35

CHAPTER 4 ...............................................................................................................36

RESULTS AND FINDING........................................................................................36

4.1. ANALYSIS DECRIPTION .............................................................................36

4.1.1. Descriptive Statistics....................................................................................36

4.1.2. Mean value ..................................................................................................39

4.2. ASSESSMENT SCALES.................................................................................44

4.2.1. Assess the Reliability of Scale by Cronbach's Alpha ...................................44

4.2.2.1. Factors affecting customer satisfaction..................................................45

4.2.2.2. Customer Satisfaction............................................................................48

4.3. ADJUSTMENT MODEL STUDY..................................................................49

4.3.1. Research model............................................................................................49

4.3.2. Theories.......................................................................................................49

vii`

4.4. TESTING THE RESEARCH MODEL..........................................................50

4.4.1. Analysis of correlations between variables..................................................50

4.4.2. Regression analysis......................................................................................52

4.4.2.1. Compliance testing of the model ...........................................................52

4.4.2.2. Self-correlation test ...............................................................................52

4.4.2.3. Testing individual regression coefficients .............................................53

4.4.2.4. Multi-collinear testing ...........................................................................54

4.4.2.5. Test the hypothesis of the model ...........................................................54

4.4.2.6. Construct the regression model .............................................................55

4.4.3. ANOVA test, T-test.....................................................................................56

4.4.3.1. T-test .....................................................................................................56

4.4.3.2. Analysis of ANOVA .............................................................................57

CHAPTER 5 ...............................................................................................................61

CONCLUSIONS AND RECOMMENDATIONS....................................................61

5.1. SUMMARY OF RESULTS OF THE STUDY...............................................61

5.2. RECOMMENDATIONS.................................................................................62

5.2.1. RESPONSIVENESS AND RELIABILITY ................................................62

5.2.2. TANGIBLE .................................................................................................63

5.3. LIMITATIONS OF RESEARCHES AND NEW RESEARCH

DIRECTIONS FOR NEXT RESEARCH.............................................................64

REFERENCE

APPENDIX

viii`

LIST OF ACRONNYMS

Acronnyms Meaning

VIB Vietnam International Commercial Joint Stock Bank

GRONROSS Technical quality model - function of Gronroos

SEVPERF Service quality model variant of SERVQUAL

SERVQUAL Quality model of Parasuraman service

ix`

LIST OF FIGURES

Figure 2.1. Research model suggests the influence of factors on customer

satisfaction on the quality of consumer loan services at VIB Bank Ba Ria Branch

.....................................................................................................................................24

Figure 3.1.Research process ......................................................................................28

Figure 4.1. Average value of criteria of "tangible means"......................................40

Figure 4.2. Average value of criteria of "Reliability" factor...................................41

Figure 4.3. Average value of “Responsiveness” criteria..........................................42

Figure 4.4. Average value of criteria for factor "Assurance".................................43

Figure 4.5. Average value of criteria for "Empathy" factor...................................44

Figure 4.6. Research model suggests the influence of factors on customer

satisfaction on consumer lending service quality at VIB Bank Ba Ria Branch.....49

Figure 4.7. Results of regression analysis .................................................................56