1.1 Background
In terms of the current economic integration, the development of high quality services has created superiority and tremendous competitive advantage. All sectors themselves are huge transformation economy before such conditions integration. Previously a number of sectors in the economy have not paid adequate attention to develop their own competitive advantages, the day before individual conditions of each enterprise integration need to find a foothold in the minds of consumers to be able to continue to stand firm in the competitive environment of economic integration. In order to have a foothold in the consumer's mind the need for enterprise business strategy of their own. One thing is undeniable though businesses operating in the manufacturing or commercial enterprise, the service issue a very important issue as well as a decision on the status of the business to customers. Especially for those companies that are operating in the financial sector such as banking industry because of this huge decision for the development of the economy.
The activities of non-cash payments in Vietnam have been many positive changes; have a faster growth rates; creating a change in awareness, habits of citizens and businesses; meet the needs of economic development (Adger, 2010). Notably, active bank card payments are increasingly important contribution, is favored by usability and convenience brought. More than 10 years ago, ATM is still a new payment facility to customers in Vietnam (Trung, 2011). However now a day, there are a big number of cards issued in the bank. According to statistics of the State Bank (2015), as of June 2014, more than 50 organizations registered credit card issuer with more than 70 million cards issued. As assessed by a market research company Research & Markets in US, Vietnam card market is the most dynamic market in the world and is entering the race to win the market competition between domestic banks and the banks out. According to Blecher, Liber, Ross and Birckmayer, (2013), the Vietnam card market will maintain growth of two digits in the next year. This is confirmed the quality of ATM services will be the determining factor of success or failure of e-commerce.
Bank cards continue to be a multi-purpose means of payment, utilities, being commercial banks (CBs) focused on development, with rapid growth. By the end of the month 03/2013, there were 52 organizations registered to issue cards, the number of cards issued by 48 organizations reach over 57.1 million cards (up 38.5% compared to end of 2011) with about 378 card brands, including most of the debit card (accounting for 93.6%), credit cards (3.1%);
Bank card services help banks develop more channels to raise capital and develop more
value-added services with many different utilities provided to customers (State Bank, 2015).
Besides the development of the number of cards, commercial banks increasingly interested in improving the quality of services by increasing the ability to pay for cardholders through the issuance of co-branded payment cards and multi-application links with other organizations, such as schools, taxi companies, airlines ...; focus on increased safety, security of payment cards such as chip technology applications and the issuance of payment cards, such as issuing and accepting EMV chip card payment.
In recent years, some research has focused research on substances ATM services. It is constantly researching the following: The study "Quality of service, satisfaction and loyalty of clients at the private bank in Ethiopia" (Banking service quality, customer satisfaction &
loyality in Banking Sector Ethiopian) of the author Sata Mesay Shanka conducted in Ethiopia in 2012. The aim of the study is to measure the service quality of private banks in Ethiopia, while investigating the relationship between service quality and satisfaction, loyalty the client's. In the Journal of Business Science from the University of Commerce, the study
"Assessing the quality of retail services of commercial banks and customer satisfaction based on the model Servperf". The authors Pham and , Nguyen (2014), University of Economics - National University, have used the model as the basis Servperf to build the scale and find out the relationship between service quality and employee satisfaction. However, studies have focused research on service quality or overall retail service quality rather than insist on a specific aspect of ATM service quality. In addition, This paper studies a different problem is the quality of service at VietcombankATM cards and use SERVQUAL model for developing the research model.
1.2 Research objective
On the theoretical of service, quality of service, the service model, these factors should affect the customer satisfaction, this study have the flowing objective:
- Identification of factors that measure the quality of service measurement of VietcombankATM card and the satisfaction of the customers using the ATM services.
- Building a model research quality of VietcombankATM services.
- Construction and adjustment scale of VietcombankATM services.
- Evaluation of customer satisfaction about service quality of VietcombankATM
1.3 Research question
To obtain the research objective the research questions (RQ) were listed in below.
- Is there any relationship between tangible factor and customer satisfaction about service quality of VietcombankATM
- Is there any relationship between reliability factor and customer satisfaction about service quality of VietcombankATM
- Is there any relationship between responses factor and customer satisfaction about service quality of VietcombankATM
- Is there any relationship between assurance factor and customer satisfaction about service quality of VietcombankATM
- Is there any relationship between empathy factor and customer satisfaction about service quality of VietcombankATM
- Is there any relationship between overall service quality and customer satisfaction about service quality of VietcombankATM
- Are there any difference among customer demographic with the level of customer satisfaction about service quality of VietcombankATM ?
1.4 Implication of research
This research will help to complete of defining a full and accurate the factors that impact on the quality of the ATM services, from this research result the bank will have the right to improve the service quality and customer satisfaction. In addition, on the basis of the study, the authors propose a number of measures to improve the quality of VietcombankATM services.