The factors affect to customers’ satisfaction of Techcombank banking services

Banking Academy of Vietnam

International School of Business

BUSINESS ANALYTICS REPORT

Topic:

“The factors affect to customers’ satisfaction of

Techcombank banking services”

Lecturer: Dr. Nguyen Ngoc Dinh

Group - Class: CityU7D

Group members:

No. Name Student ID

1 Đoàn Lê Thiện Hảo CA7 -

2 Hà Văn Nguyên CA7 –

3 Võ Đại Sơn CA7 –

4 Nguyễn Việt Tiền CA7 –

5 Nguyễn Quang Long Khánh CA7 -

6 Phạm Gia Khiêm CA7-

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The factors affect to customers’ satisfaction of Techcombank banking services

Hanoi, /11/2021

ABSTRACT
Customer satisfaction is an important factor which has a significant effect on the banking
service activities. In the competitive environment nowadays, it is more necessary to learn
about the factors that affect customer satisfaction. The major aim of the research paper is to
explore some factors of banking services which affect Techcombank customers’satisfaction
from Ha Noi, in terms of Gender, Marriagel Status, Age, Frequency of using banking
services per week, Experience with banks (years). We decided to find out what are those
factors affect to customers’satisfaction and we use The Multiple Regression Model to explain
the relationship between those factors

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The factors affect to customers’ satisfaction of Techcombank banking services

TABLE OF CONTENTS

Abstract………………………………………………………………………………... 2

1. Introduction……………………………………………………………………….. 1

4. Conclusion………………………………………………………………………… 2

References……………………………………………………………………………...

Appendices……………………………………………………………………………..

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The factors affect to customers’ satisfaction of Techcombank banking services

1, Introduction
The mission of organizations is to create and satisfy customers’ demands. Many
studies have shown that service quality is a factor that directly affects customer satisfaction
(Cronin & Taylor, 1992); Baker & Crompton, 2000; Tribe & Snaith, 1998, Oliver, 1980).
When the service quality is assessed as good, the customer will be satisfied and vice verse
(Nadiri et al.,2008; Chen, 2008; Ho et al., 2006; Kim et al., 2005). Nowadays, customers are
the decisive factor for the bank's existence and development. Which bank gets the most
attention and loyalty from customers, that bank will succeed. Therefore, not only banks but
also all businesses always consider customer-oriented business as the top strategy. Customer
satisfaction is one of the most important concepts for most marketers and consumers (Jamal,
2004). Satisfied customers when their demands are changing was still a difficult question for
many banks.
There is no doubt that banking services are very necessary for people. However, the
needs of using the banking services between females and male are not similar, also people
from different age and their marriage status. To investigate the complexity of the issue, there
is also separation of customers into five categories: Gender, Maritial Status, Age, Income
(mil VND) and Frequency of using banking services per month.
Up until now, there are many studies on customer satisfaction with more than 15,000
essays and works by many authors (Peterson & Wilson, 1992). In detail, according to
Zeithaml and Britner (2000), services are the behaviors, processes, and ways to perform a
certain task to create value for customers to satisfy customers' needs and expectations.
Besides, some researchers support the view that customer satisfaction leads to service quality
(Parasuraman, Zeithaml & Berry, 1985/1988). Meanwhile, other researchers said that service
quality was the first factor that led to customer satisfaction (Cronin et al., n.d).
However, all these studies focused on service quality but not found out other factors.
Besides, almost all researchers hardly discussed customers’ satisfaction, especially those in
Ha Noi where our team are currently studying.
2, Theoretical background
In this project aimed to improve Techcombank customers’ awareness about banking services
to help them use it wisely, the combination of qualitative and quantitative research was
conducted to find out the answer of the research question in it. Thus, it was decided that the
best method was to take a mixed-method approach. This involved the design and use of a
quantitative survey. Qualitative methods offer an effective way of examining some factors of
banking services which could satisfy Techcombank customers. While quantitative ones
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The factors affect to customers’ satisfaction of Techcombank banking services

checked for missing data and outliers, also know more about the number or proportion of
Techcombank customers who feel happy when using their banking services, qualitative ones
offer an effective way of examining some factors of banking services which could satisfy
Techcombank customers. This was analyzed to make customers gain a deeper understanding
about the banking service.
The data in this report was located in Ha Noi and about 150 customers take part in. We can
cluded that people with high income and high frequency are more satisfied with their banking
services. We will find out more by presenting the multiple regression with descriptive
statistics, and the results were included in the analysis to make a report later.

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The factors affect to customers’ satisfaction of Techcombank banking services

References
Baker, D., & Crompton, J. (2000). Quality, satisfaction and behavioral intentions. Annals Of
Tourism Research, 27(3), 785-804. doi: 10.1016/s0160-7383(99)00108-5

Cronin, J., & Taylor, S. (1992). Measuring Service Quality: A Reexamination and
Extension. Journal Of Marketing, 56(3), 55. doi: 10.2307/1252296

Jamal, A. (2004). Retail Banking and Customer Behaviour: A Study of Self Concept,
Satisfaction and Technology Usage. The International Review Of Retail, Distribution
And Consumer Research, 14(3), 357-379. doi: 10.1080/09593960410001678381

Levesque, T., & McDougall, G. (1996). Determinants of customer satisfaction in retail

banking. International Journal Of Bank Marketing, 14(7), 12-20. doi:
10.1108/02652329610151340

Narasimhan, K. (2004). Services Marketing: Integrating Customer Focus Across the

Firm20041Zeithaml, V.A. and Bitnerz, M.J.. Services Marketing: Integrating Customer
Focus Across the Firm. 3rd ed.: McGraw‐Hill 2003. 688 pp., ISBN: 0‐07‐119914‐4
£37.99 (Soft cover). Managing Service Quality: An International Journal, 14(5), 436-
437. doi: 10.1108/msq.2004.14.5.436.1

Parasuraman, A., Zeithaml, V., & Berry, L. (1985). A Conceptual Model of Service Quality
and Its Implications for Future Research. Journal Of Marketing, 49(4), 41-50. doi:
10.1177/002224298504900403

Peterson, R., & Wilson, W. (1992). Measuring Customer Satisfaction: Fact and
Artifact. Journal Of The Academy Of Marketing Science, 20(1), 61-71. doi:
10.1177/009207039202000106

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The factors affect to customers’ satisfaction of Techcombank banking services

APPENDICES

QUESTIONNAIRE

I am Vo Dai Son, a student of ITP at Banking Academy. I am doing research and I need your
help to finish this study. For my study, there are some questions about the factors of banking
services which can make local and abroad Techcombank customers feel satisfied. I hope you
can answer all these questions below. Many thanks.
1, Where do you come from ?
A, Ha Noi
B, Other areas
2, Do you use banking services ?
A, No (go to question 3)
B, Yes (go to question 4)
2, Which bank do you use for its services ? ……………………………………
3, Why don’t you want to use banking services ?
A, Not necessary
B, Difficult to use
C, Security fears
D, Other (Please describe): …………………………………..
4, Why do you want to use banking services ?
A, I can use it easily
B, It is so convenience
C, I have not to pay too much fees
D, Others (please describe): …………………………………..
5. How often do you use banking services ?
A, Hardly ever
B, Once a week
C, >= 2-3 times a week
D, Once a month
E, > Once a month
6, What kind of banking services do you often use ?
A, Internet banking
B, ATMs
C, Advancing of Loans

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The factors affect to customers’ satisfaction of Techcombank banking services

D, Credit cards, Debit cards, …

E, Other (Please describe): …………………………………..
7, When did you start using banking services ?
A, 2018
B, 2017
C, 2016
D, Others (Please describe): …………………………………..
8, What are the factors relating to banking services which satisfied your expectations ?
A, Responsiveness
B, Good attitude
C, Complete system
D, Reputation
E, All
9, What are the services in a bank which you dislike ? (you can choose more than 1 answer)
A, The product cannot be repaired as well as the you wants
B, Always interrupting customer service
C, Service attitude is not good, not interested in customers
D, Unable to store customer information, without notice
E, Other (Please describe): …………………………………..