Demographic information

Total 250 questionnaires sent to customer of Eximbank in Hanoi on May and June, 2015, there are 220 questionnaires returned and valid to analysis count for 88% of return rate in this study. Table 4.1 shows the respondent profile of this study.

For customers: based on 220 questionnaires’ answers collected from bank customers, As regards the gender of customers, 35.9 were males and 64.1 % were female. Related to age, age range from 20 – 35 (19.5 percent), 36 -45 (29.5percent) 46 – 55 (31.4 percent) and over 55 (19.5 percent). Most of the respondents’ education levels were Bachelor degree (58.2 percent %) while Master’s degree or higher count for 23.2 percent, respondents have under bachelor degree iis 14.5 percent and the last one is high school degree education count for 4.1 percent.

In the aspect of income per month, 12.3 percent had an income under 5 mil. VND, 27.7 percent had from 6 – 10 mil., 11 -20 mil. per month count for 33.2 percent and respondents who had above 20 mil. VND per month count for 26.8 percent in this study indicate high income respondent in this study.

Table 4.1 Respondent profile

Characteristic Frequency Percent

Gender

Male 79 35.9

Female 141 64.1

Total 220 100.0

Age

20-35 43 19.5

36-45 65 29.5

46-55 69 31.4

over 55 43 19.5

Total 220 100.0

Education

High School 9 4.1

Under Bachelor 32 14.5

Bachelor degree 128 58.2

Master’s degree or

higher 51 23.2

Total 220 100.0

Income (VND)

under 5 mil. 27 12.3

6-10 mil. 61 27.7

11-20 mil. 73 33.2

over 20mil. 59 26.8

Total 220 100.0

4.2 Reliability analysis

This study firstly use scale analysis for each items of the questionnaire to test the level of respondent degree in this questionnaire design.

Table 4.2 Items scale descriptive

Items N Mean Std.

Deviation

EximBank guarantee security issue 220 3.28 .812

EximBank provide timely service as committed 220 3.11 .989 The deposit products and services of EximBank were

performed accurately 220 3.25 .884

EximBank Provide complete information, accurate and timely 220 3.15 .933

Bank guarantee security issue 220 3.28 .888

Diverse products and services to meet customer needs 220 3.35 .839

There are many customer care program 220 3.02 .909

Professional staff to handle rapid accurate 220 3.05 .925 Staff actively advise suitable products for customers 220 3.14 .891

Staff ready to serve and assist customers 220 3.13 .872

Resolve complaints quickly and rational 220 3.15 .848

Guide to procedures for clients fully understandable 220 2.95 .877 The staff is professional and qualifications 220 3.00 .871

Enthusiastic, considerate and fun staffs 220 3.28 .788

Employees interested in the individual requirements of the

customer 220 2.71 .904

Always listen to customers 220 3.11 .777

Always polite, friendly customer 220 3.15 .841

The location of transaction is convenience and in accordance

with customer needs 220 3.16 .798

Spacious transaction, using modern technology 219 2.99 .965 Nice layout of the counter, identifiable for Customers

reasonable 220 3.10 .960

The staff dresses polite 220 3.56 .994

Paper forms to be used in transactions were designed easily

220 2.95 .959

VietinBank offers more benefits than costs me money 220 3.10 .914 VietinBank is the best among competing banks 220 2.75 1.071 VietinBank is much better than what I expected 219 3.49 .837 Ready to become long-term customers of banks 220 3.13 .924

Ready to introduce family and friends 220 3.04 .940

If there are minor issues and comments will continue to use the

services of the bank 220 3.24 .887

From the table 4.2 the results indicate that most of items have mean value above 3.00 indicate well for further analysis

For further testing the reliability, this study use Cronbach’s alpha , the table 4.3 shows the result of Cronbach’s alpha

Table 4.3 Cronbach’s alpha

Variable Number of item Cronbach’s alpha

Reliability 5 .829

Responsiveness 4 .895

Assurance 4 .874

Empathy 4 .759

Tangible 5 .845

Service quality 5 .904

Customer satisfaction 3 .708

Customer Loyalty 3 .875

From the result the Cronbach’s α were ranged from .708 to .907. Therefore, it demonstrates that all factors were accepted and reliable as recommended by Nunnally (1978).

4.3 Regression analysis

For testing hypothesis H1, H2, and H3 this study use single regression to test the impact of service quality on customer satisfaction and the impact of customer satisfaction on customer loyalty in Eximbank.

4.3.1 Hypothesis (H1a, H1b, H1c, H1d and H1e)

For testing the factors of Sevqual model that impact on the customer satisfaction, this study use multiple regressions with enter method to test. Result is shown in table 4

Table 4.4. Multiple regression of 5 sub-factor of service quality and customer satisfaction Coefficients^a

Regression results in Table 4.6 show that R² correction coefficient (Adjusted RS quare) by 0.612 means linear regression models was built multiples are consistent with the data and 61.2%.

The results of ANOVA with F = 67.648significance level at = 0000 <0.05 so multiple regression model just built is consistent with the overall study and can be used. All the

elements are exaggerated VIF ratio <2, thereby multicollinearity problem did not significantly influence the regression results.

The regression equation showing the relationship expressed satisfaction with the elements is written as follows:

Y = .401 -.067X₁ -.032X₂ + .397X₃ + .187X₄+ .394X5

From the model shows that H1a and H1b is not acceptable (Beta = -.067, p>0.05 and Beta = -.032, p>0.05). Others while H1c, H1d and H1e is acceptable (Beta = 397 p<0.05;

Beta = 187 p<0.05 and Beta = 394 p<0.05)

For testing the impact of service quality on customer satisfaction this study use single regression and the table 4.5 shows the results

Table 4.5 Regression of service quality and customer satisfaction Coefficients^a

Model Unstandardized Coefficients Standardized

Coefficients t Sig.

B Std. Error Beta

1 (Constant) .364 .186 1.954 .052

serqual .879 .058 .714 15.045 .000

R²/R² adjusted .509/.507

F/sig. 226.362/0.00

a. Dependent Variable: CUS

As the result, the F statistic of 226.362 (p<0.05), revealing that the model helps to explain some of the variation in customer satisfaction. Besides, the adjusted coefficient of determination (Adjusted R²) revealed that 50.7% of the variance in customer satisfaction is explained by the regression model. The standardized coefficient beta (β) for Service quality is .714 (p <0.05) indicated significant. It can be concluded that the hypothesis H1 is strong supported that “Service quality has a significant impact on customer satisfaction” in Eximbank.

4.3.2 The impact of customer satisfaction and customer’s loyalty

For testing the impact of customer satisfaction on customer’s loyalty this study use single regression and the table 4.6 shows the results

Table 4.6 The impact of customer satisfaction and customer’s loyalty Coefficients^a

Model Unstandardized Coefficients Standardized

Coefficients t Sig.

B Std. Error Beta

1 (Constant) .387 .139 2.777 .006

CUS .884 .044 .809 20.307 .000

R²/R² adjusted .654/.653

F/sig. 412.363/0.00

a. Dependent Variable: CL

As the result, the F statistic of 412.363 (p<0.05),\ revealing that the model helps to explain some of the variation in customer loyalty. Besides, the adjusted coefficient of determination (Adjusted R²) revealed that 65.3% of the variance in customer loyalty is explained by the regression model. The standardized coefficient beta (β) for customer loyalty factor is .909 (p <0.05) indicated strong significant. It can be concluded that the hypothesis H2 is very strong supported that “customer satisfaction has a very significant impact on customer loyalty” in Eximbank.

4.3.3 The impact of service quality and customer’s loyalty

For testing the impact of service quality on customer’s loyalty this study use single regression and the table 4.7 shows the results.

Table 4.7 The impact of service quality and customer’s loyalty explained by the regression model. The standardized coefficient beta (β) for customer loyalty factor is .678 (p <0.05) indicated strong significant. It can be concluded that the hypothesis H3 is very strong supported that “service quality has a very significant impact on customer loyalty” in Eximbank.