The service quality factors affecting customer satisfaction in transfers and payments at Asia Commercial Bank joint stock in Ho Chi Minh city, 2021

BANKING UNIVERSITY OF HO CHI MINH CITY

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LE HUY THONG

THE SERVICE QUALITY FACTORS AFFECTING CUSTOMER

SATISFACTION IN TRANSFERS AND PAYMENTS AT ASIA

COMMERCIAL BANK JOINT STOCK IN HO CHI MINH CITY

GRADUATION THESIS

BUSINESS ADMINISTRATION

MAJOR CODE: 7340101

SCIENCE INSTRUCTOR

PhD. BUI DUC SINH

HO CHI MINH CITY, 2021

MINISTRY OF EDUCATION AND TRAINING THE STATE BANK OF VIETNAM

BANKING UNIVERSITY OF HO CHI MINH CITY

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LE HUY THONG

THE SERVICE QUALITY FACTORS AFFECTING CUSTOMER

SATISFACTION IN TRANSFERS AND PAYMENTS AT ASIA

COMMERCIAL BANK JOINT STOCK IN HO CHI MINH CITY

GRADUATION THESIS

BUSINESS ADMINISTRATION

MAJOR CODE: 7340101

SCIENCE INSTRUCTOR

PhD. BUI DUC SINH

HO CHI MINH CITY, 2021

MINISTRY OF EDUCATION AND TRAINING THE STATE BANK OF VIETNAM

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ACKNOWLEDGEMENT

I would like to spend the most gorgeous words to teachers at Banking University, who

taught and gave me useful and valuable knowledge for my confidence to make this thesis.

Especially, sincere thanks to my science instructor – Ph.D. Bui Duc Sinh, for instructing

and heartlessly giving me to complete this. Although he is really busy with a lot of work,

he still receives and spends his time accompanying me throughout the course of this thesis.

Besides, he shows me about limitations and disadvantages I have to avoid to take the thesis

to a beautiful result.

I would also like to express my deep gratitude to the Board of Directors at Asia Commercial

Bank for creating opportunities for me in order to experience and study during my course.

Because of time limits, my thesis cannot avoid shortcomings. Thereby, I really look forward

to receiving the offerings from judges and readers to make my thesis more perfect.

Sincerely thank you!

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PLEDGE

The thesis with the topic “The service quality factors affecting customer

satisfaction in transfers and payments at Asia Commercial Bank Joint Stock in Ho Chi

Minh City” of the author’s research results. The research is truthful in which there is no

previously published content or content made by others except sufficient citations or source

citations in the thesis. The information and data used in the research processes are collected

by the author from various sources, which is completely truthful and clearly cited in the

references. The author is solely responsible for the content of his research.

Ho Chi Minh City, 22th June 2021

Author

Le Huy Thong

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ABSTRACT

The thesis with the topic “The service quality factors affecting customer satisfaction in

transfers and payments at Asia Commercial Bank Joint Stock in Ho Chi Minh City”

implemented to define the components affecting customer satisfaction and measure

impacted level on the factors with 277 samples which customers have been using service

at ACB in Ho Chi Minh city. The study uses both of methodologies (qualitative and

quantitative analysis). The qualitative analysis surveyed 30 random customers with a

particular time shows in the content part to undervest the clear in each sentence, content to

understanding the terms in the questionnaire. The quantitative research with 6 independent

observed variables correlates together and with a dependent variable (SAT). The collected

data used for evaluating the scale through Cronbach’s alpha, EFA, regression, correlation,

and so on in the research model. The thesis includes 3 main parts: First, the topic introduces

situations and makes the scale based on the model of Parasuraman (1985) named

SERVQUAL with some background in the service sector or refers to research buildings of

the author in Vietnam and abroad. Second, the result of variables in the research model

impacting on customer satisfaction at ACB in HCMC. Besides, the results after evaluating

the measurement such as Cronbach’s alpha, EFA, regression, correlation, and so on.

Finally, pointing out the limitations, administrative implications and resolves for the next

research directions. Thereby, bring it into ACB to operate in reality.

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LIST OF ACRONYMS

ABBREVIATION ORIGINAL

ACB Asia Commercial Bank

SERVQUAL The service quality model

REL Reliability

RES Responsiveness

AS Assurance

TAN Tangibles

EM Empathy

PRI Price

HCMC Ho Chi Minh city

EFA Exploratory Factor Analysis

ANOVA Analysis Of Variance

PO Payment order

JDI Job decrective index

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LIST OF TABLE

Table 3.1. Research time plan. ..................................................................................……19

Table 3.2. The Scale of reliability ......................................................................................26

Table 3.3. The Scale of responsiveness..............................................................................26

Table 3.4. The Scale of assurance. .....................................................................................28

Table 3.5. The Scale of empathy. .......................................................................................28

Table 3.6. The Scale of tangible.........................................................................................29

Table 3.7. The Scale of price..............................................................................................29

Table 3.8 The final scale ....................................................................................................31

Table 3.9 The data of quantitative research........................................................................34

Table 3.10 The scale of customer satisfaction with ACB's service. ..................................39

Table 4.1: The descriptive statistical data of gender. .........................................................40

Table 4.2: Cronbach’s Alpha of the reliability scale..........................................................42

Table 4.3: Cronbach’s Alpha of the responsiveness scale. ................................................43

Table 4.4: Cronbach’s Alpha of the assurance scale..........................................................44

Table 4.5: Cronbach’s Alpha of the empathy scale............................................................44

Table 4.6: Cronbach’s Alpha of the tangible scale ............................................................45

Table 4.7: Cronbach’s Alpha of the price scale .................................................................45

Table 4.8: Item-total coefficient in satisfaction components.............................................46

Table 4.9: The Coefficient of general customer satisfaction..............................................47

Table 4.10: KMO and Bartlett’s test ..................................................................................48

Table 4.11: Rotated Component Matrixa

............................................................................49

Table 4.13: Principal Component.......................................................................................51

Table 4.14: The correlation between the definitions..........................................................52

Table 4.15: Evaluate the suitable levels of multivariable regression model......................54

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Table 4.16. T-Test analysis ................................................................................................54

Table 4.17: Evaluate the suitable for multivariables regression model. ............................56

Table 4.18: Multi-variable linear regression model. ..........................................................57

Table 5.1. Factors impact on satisfaction. ..........................................................................59

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LIST OF FIGURE

Figure 2.1 - Positioning of literature on service charateristics........................................7

Figure 2.2. ACB’s Payment order sample.......................................................................9

Figure 2.3. Payment in a bank .......................................................................................10

Figure 2.4. Payment in others........................................................................................10

Figure 2.5. American Customer Sastifaction Index - ACSI..........................................13

Figure 2.6. Model of the relationship between sastifaction and quality .......................14

Figure 2.7. Resreaching of the relationship between customer satisfaction and service

quality in transferring payment in bank.........................................................................17

Figure 3.1. Models of the procedures of the study........................................................18

Figure 3.2. The theoretical model of customer satisfaction ..........................................20

Figure 3.3. The procedure of analyzing the data...........................................................23

Figure 3.3 The procedure of analyzing the data ............................................................23

Figure 3.4 The affecting of the intermediate variable. ..................................................24

Figure 3.5. Five - Gap Model ........................................................................................35

Figure 3.6 Five-dimensional quality model. .................................................................37

Figure 4.1: The descriptive statistical chart of age........................................................41

Figure 4.2: The descriptive statistics and the average of transactions. .........................41

LIST OF APPENDIX

Appendix no.1: The survey table of qualitative…………………………………….67

Appendix no.2: The final table and satisfaction scale……………………………...70

Appendix no.3: The official scale…………………………………………………..73

Appendix no.4: Cronbach’s alpha…………………………………………………..77

Appendix no.5: EFA analysis……………………………………………………….81

Appendix no.6: Correlation and regression analysis………………………………..84

Appendix no.7: Levene’s analysis…………………………………………………..90

Appendix no.8: The chart of regression standardized residual……………………...91

Appendix no.9: The chart of observed cum prob…………………………………...92

Appendix no.10: The chart of regression standardized predicted value…………….93