Chapter IV DATA ANALYSIS
4.6 Anova – t-test result
For testing the hypothesis H7: there are differences among customer demographic with the level of customer satisfaction about service quality of VietcombankATM , t-test and Anova is used to test the differences between Socio-demographics (gender, age, education, experience, job status and income) and customer satisfaction with VietcombankATM.
To apply or perform a one−way ANOVA, certain assumptions (or conditions) need to exist. If any of the conditions are not satisfied, the results from the use of ANOVA techniques may be unreliable. The assumptions are:
- Each sample is an independent random sample
- The distribution of the response variable follows a normal distribution
- The population variances are equal across responses for the group levels. This can be evaluated by using the following rule of thumb: if the largest sample standard deviation divided by the smallest sample standard deviation is not greater than two, then assume that the population variances are equal.
Given that you are comparing independent groups, the null and alternative hypotheses are:
H0: 1 - 2 = 0 H1: 1 = 2 # 0
In other words, the null hypothesis is that at all of the groups' population means are equal.
The alternative is that they are not all equal; there are at two population means that are not equal to one another.
+ The differences between gender and employee loyalty
To test the The differences between gender and customer satisfaction, t-test is used. Using the
alpha of 0.05, the independent t-test indicate the that the average level of satisfaction of male (M= 3.9558, SD=.67938) is not difference from female (M= 3.9079, SD=.69710), t (1) = .667, p>0.05 (table 4.13). It can be concluded that there is not significant difference between male and female in customer satisfaction.
Table 4.13 Differences between gender and customer satisfaction Group Statistics
Gender N Mean Std. Deviation Std. Error Mean t Sig. (2-tailed)
CS Male 198 3.9558 .67938 .04828 .667 .505
Female 171 3.9079 .69710 .05331 .666 .506
+ The differnent of customer satisfaction among age group
To test the different of customer satisfaction among age group, the ANOVA with 0.05 sig. is taken ( table 4.14) age group include: > 20 year old, 20 - 35 year old, 36 - 50 year old and <
50 year old. The result indicates that customer in different age group do not have different level of satisfaction (F= 1.954; P>0.05).
Table 4.14 The differnent of customer satisfaction among age group ANOVA
CS
Sum of Squares df Mean Square F Sig.
Between Groups 2.746 3 .915 1.954 .121
Within Groups 171.002 365 .468
Total 173.748 368
+ The differnent of customer satisfaction among Experience in using ATM
To test the different of customer satisfaction among Experience in using ATM , the ANOVA with 0.05 sig. is taken ( table 4.15) Experience in using ATM include: >1 year, 1 - 5 year and < 5 year . The result indicates that customer in different Experience in using ATM do not have different level of satisfaction (F= 1.352; P>0.05)
Table 4.15 The differnent of customer satisfaction among Experience in using ATM
+ The differnent of customer satisfaction among Education level
To test the different of customer satisfaction among Education level, the ANOVA with 0.05 sig. is taken ( table 4.16) Education level include: Master or more, Bachelor and Below bachelor . The result indicates that customer in different Education level do not have different level of satisfaction (F= 1.772; P>0.05)
Table 4.16 The differnent of customer satisfaction among Education level ANOVA
The differnent of customer satisfaction among job status
To test the different of customer satisfaction among job status , the ANOVA with 0.05 sig. is taken ( table 4.17) job status include: Officer, Business and Retire.The result indicates that customer in different job status have different level of satisfaction (F= 3.106; P<0.05)
Table 4.17 The differnent of customer satisfaction among job status ANOVA satisfaction than other groups ( P<0.05). This may come from the frequency of using, the Officer
Business group are people who is using the ATM every day for their transaction while the Retire group do not have much transaction with ATM.
Table 4.18 Post hoc test of differnent of customer satisfaction among job status Multiple Comparisons
*. The mean difference is significant at the 0.05 level.
The differnent of customer satisfaction among income
To test the different of customer satisfaction among income, the ANOVA with 0.05 sig. is taken ( table 4.19) income per month include: <250 USD, 250 - 500 USD, 501-750 USD, 751-1000 USD, > 1000 USD The result indicates that customer in different income have different level of satisfaction (F= 2.866; P<0.05)
Table 4.19 The differnent of customer satisfaction among income per month ANOVA Tukey HSDa- method is used. The result indicates that customer who have income permonh less than USD 250 and more than USD 1000 are more satisfaction than other groups
(P<0.05). This may come from the frequency of using and amount of money in ATM card, the people who have less than USD 250 will do not have money for saving and less the ATM transaction, while the people who have more than USD 1000 per month is belong to the rich in Vietnam, with them ATM card is not so important since they also rarely transition through the ATM.
Table 4.18 Post hoc test of differnent of customer satisfaction among income
(I) Income (J) Income Mean
Difference (I-J) Std. Error Sig.
<250 USD 250 - 500 USD .95405* .32413 .003
501-750 USD .72609* .30891 .019
751-1000 USD .69962* .30997 .025
> 1000 USD .58571 .32523 .073
250 - 500 USD <250 USD -.95405* .32413 .003
501-750 USD -.22797 .12402 .067
751-1000 USD -.25444* .12665 .045
> 1000 USD -.36834* .16040 .022
501-750 USD <250 USD -.72609* .30891 .019
250 - 500 USD .22797 .12402 .067
751-1000 USD -.02647 .08004 .741
> 1000 USD -.14037 .12687 .269
751-1000 USD <250 USD -.69962* .30997 .025
250 - 500 USD .25444* .12665 .045
501-750 USD .02647 .08004 .741
> 1000 USD -.11390 .12944 .379
> 1000 USD <250 USD -.58571 .32523 .073
250 - 500 USD .36834* .16040 .022
501-750 USD .14037 .12687 .269
751-1000 USD .11390 .12944 .379
Chapter
V CONCLUSION AND RECOMMENDATION
5.1 Conclusion
The aim of this study is to analysis the factor affects on customer satisfaction, this study uses the Servequal model to validate the satisfaction level of customer while using the ATM service. There are 369 customers were conducted survey. The result shows that 05 factors that affect the customer satisfaction are included Reliability, Responsiveness, Assurance, Empathy and Tangible. The regression model indicates that 02 factors are not significance affected on customer satisfaction with P- value> 0.05 (Responsiveness (RS), Assurance (AS)). The three remaining factors have impacted on customer satisfaction: research SERVPERF of banking services in Taiwan. The result was confirmed Hwan Lee and reliability are of this model and detect termites are the relationship between service quality, customer satisfaction and profitability at banks. In Vietnam, most notably the study of Nguyen, Chaipoopirutana and Howard (2011) assess the quality of banking services in Vietnam using SERVQUAL model. This study was conducted on 400 customers in Vietnam and shown that customer loyalty to the bank with the same dimensional relationship to the quality of service they receive, besides, quality of banking services is also an important role for building the image of the bank.
Beside the study also shows that there is not significant difference between male and female in customer satisfaction, result indicates that customer in different age group do not have different level of satisfaction, the result indicates that customer in different Experience in using ATM do not have different level of satisfaction. The result indicates that customer in different education level do not have different level of satisfaction.
However, The result indicates that customer in different job status have different level of satisfaction and also The result indicates that customer in different income have different level of satisfaction
5.2 Recommendation
With the goal of building a Vietcombankto be the largest modern banking group with leading in reliability, quality and efficiency, the bank should do as flowing :1) Expand the network and upgrade the banking channels in the province along with the rapid development of products and services of the bank on the basis of modern technologies.
Proactive, positive application of advanced technology in governance, innovation creativity private businessman, ... Advance the branch operation in particular and contribute to the activities of VietcombankAdvance the closer to domestic standards and internationally. 2) Continue to develop the model of branch mix includes wholesale banking and retail, and strengthen cooperation linkages to maintain supremacy in the province and in the system.3) Strengthen training, retraining and recruiting new staff for the branch, to create a high-quality human resources of the branch, to meet the development needs and improve the quality of business operations of the branch as well as meet the requirements of integration and the possibility of friction with the fiercely competitive environment.4) Continue to improve environmental, professional working style and modernity, associated benefits of workers with professional work to provide psychological stability and a level playing field to attract talent.
5) Building modern trading space, spacious, continuous improvement, advanced technology application in management and banking business in order to diversify the products and services of the branch and customer diversification. 6) Restructuring the organization and management system modeled to customer orientation and according to the standards of modern banking. Healthy financial system and moving towards achieving the targets under international rules on banking. 7) Perception becomes clearer direction on client objectives, the next time, the branch continues to conduct research on customer satisfaction with customer care programs periodically to improve and enhance the quality volume of services, and strengthen relationships with customers, especially large customers.
Complete and further improve the information infrastructure to meet the volume of transactions, account quantity increases more and more, to minimize network congestion due to overload. Also regularly upgrade machinery informatics systems meet standards: modern, fast processing speed, matching orientation modernize banking technologies.
Promote the local banking services especially internet banking, e-banking to the bank can provide information to customers as quickly as possible. Customers can perform their transactions at the workplace. Also pay attention to the quality of data safety and security of IT systems, severely dealt with cases of delay in providing services to customers.
Construction work culture "business performance of our customers is the goal of the banking
for the purpose of "complete business results and achieve higher profits" to the goal of
"maximum satisfaction of customer needs so that complete business plan, growth profit".
Consolidate the good image of the bank in customer. Such as: building a good image in the customer's mind, unity of brochures, layout counters, convenient parking as well as the type, quality of service, working style ... ; Respect the commitments with customers; Promoting social contributions and community for the implementation of programs such as fundraising for scholarships, organizing sports activities for the purpose of charity, funded public projects ...
Look at the factors affecting customer satisfaction on service quality
Regularly organize promotional programs such as bonus interest rates for older customers, bonus interest rate for customers with high deposit the balance, gifts, lucky draw bonus, the bonus awarded in interest and foreign tourism ...
Increase the customer service facilities. Because of the rush hour, customers often have to wait long until your session is unavoidable, so affiliates should increase the installation of additional amenities such as televisions with rich canal system, alarm magazine updated daily, drinking water serving customers ... to create a sense of comfort to the customer over a period of waiting.
5.3 Implication of research
This research meets the objective evaluation of customer satisfaction through the construction of analytical models and thereby determining factors are affecting customer satisfaction. With the results of which will make banks evaluated the providers of their unit, from which view of making measures to improve customer satisfaction using the service.
5.4 Limitation and future research
The survey has contributed positively to the bank customer in understanding and recognizing its position, but also has a certain number of limitations:
Due to limitations on the ability to research conducted on only 400 customers (369 valid question) and individual customers are not yet able to assess the full overview of customer transactions at Vietcombank. So to repeat the study with a larger sample size, diversification of target customers, not just individual customers to generalize the typical components of the scale.
Study only consider using banking services and transactions, not yet understand all the customer satisfaction in relation to the business, financial potential, ethnic factors…
Research focuses on the use of customer service at Vietcombankin Hanoi should not yet be assessed on customers in the whole country and other local in as the prospect unused banking
services. So to repeat the study with a larger scale for a better overview of customer satisfaction for the quality of banking services.
Through regression analysis in chapter 4, the regression model adjusting coefficient R2 = .394 means that .39.4% of variation customer satisfaction be explained by three independent variables above, while others variation customer satisfaction be explained by other factors not included in the model. Therefore there should be further studies on customer satisfaction on the quality of banking services, which, in addition to the components in Servqual scale, researchers need additional explanatory variables into the model to model regression with higher relevance.
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Appendix:
Appendix: Questionnaire (English Version)
I am a Vietnamese graduate student of International Master of Business of Administration
program I-Shou University, Taiwan. My master thesis is about “The study of factors affecting the customer satisfaction with ATM service at Vietcombank.” Please take about 10 to 15 minutes to answer all of the questions in my survey. The answers will only be used for academic purposes and will be strictly confidential. Thank you in advance for your time and help.
Part A: Please read each item carefully and circle the appropriate number that indicates HOW MUCH YOU AGREE OR DISAGREE with each of the sections below:
Statement
Strongly
Disagree Disagree Neutral Agree Strongly Agree
1 2 3 4 5
1. Vietcombankguarantee security issue
2. VietcombankProvide timely service as
committed
3. The deposit products and services of
Vietcombankwere performed accurately
4. VietcombankProvide complete
information, accurate and timely
5. Bank guarantee security issue
6. Diverse products and services to meet
customer needs
7. There are many customer care program
8. Professional staff to handle rapid
accurate
9. Staff actively advise suitable products
for customers
10. Staff ready to serve and assist customers 11. Resolve complaints quickly and rational
12. Guide to procedures for clients fully
Statement
Strongly
Disagree Disagree Neutral Agree Strongly Agree
1 2 3 4 5
understandable
13. The staff is professional and
qualifications
convenience and in accordance with customer needs
19. Spacious transaction, using modern
technology
20. Nice layout of the counter, identifiable
for Customers
21. The staff dresses polite
22. Paper forms to be used in transactions
were designed easily
23. Vietcombankoffers more benefits than
costs me money
24. Vietcombankis the best among
competing banks
25. Vietcombankis much better than what I
expected
26. Ready to become long-term customers of
banks
27. Ready to introduce family and friends
28. If there are minor issues and comments will continue to use the services of the bank
Part B: Demographic Information
Your Gender: Male
Your age > 20 year old 20 - 35 year old
36 - 50 year old < 50 year old
Experience: >1 year 1 - 5 year < 5 year
Education: Master or more Bachelor
Below bachelor
Job status: officer Business retire
Income: <250 USD 250 - 500 USD
501-750 USD 751-1000 USD > 1000 USD
Thank you for filling the survey!