Reinforcing good image of the Bank - SOME RECOMMENDATIONS FOR IMPROVING CUSTOMER

CHAPTER 5 CONCLUSION AND RECOMMENDATIONS

5.2 SOME RECOMMENDATIONS FOR IMPROVING CUSTOMER

5.2.7 Reinforcing good image of the Bank

Contributing to society and community such as fund raising programs, sports activities for charitable purposes and financing public projects

Strengthening relationships with customers Ensuring correct and fast service quality Developing sustainable development strategies

Be leading position in service innovation and meeting customers demands 5.3 LIMITATIONS AND FURTHER RESEARCHES

The research has made a positive contribution to learning about customers and recognizing the Bank’s position. However, the paper also has certain restrictions on subjects and scope of research:

Subjects of the research are Enterprises with specific characteristics of service demand, evaluation criteria for service quality and perception of service prices which are different from individual customers. Therefore, the findings can not be applied simultaneously for all customers.

The scope of the research is limited to those who use services of HSBC in Ho Chi Minh City so that we cannot comprehensively evaluate customers’ perception in other localities and potential customers who still do not use services of the Bank.

The research only takes the duration time and number of banks used by customers into consideration. It does not include customer satisfaction in the relationship with business sectors, potential finance and ethnic factor, etc. according to customers’ reviews.

On the basis of the findings, the research topic could be conducted with a larger number of samples, wider research scope and application to other service fields such as insurance, post, education, consultancy, etc. which are high-contact services under methodologies of the topic.

REFERENCES

Abraham Pizam, and Taylor Ellis (1999), “Customer satisfaction and its measurement in hospitality enterprises”, International Journal of Contemporary Hospitality Management, Vol.11 No.7, pp.326-339.

Abdullah H.Aldlaigan, and Francis A. Buttle (2002), “SYSTRA-SQ: a new measure of bank service quality”, International Journal of Service Industry Management, Vol.13No.4, pp.362-381

Bernd Stauss, and Patricia Neuhaus (1997), “The qualitative satisfaction model”, International Journal of Service Industry Management, Vol.8 No.3, pp.236-249.

Hoang Trong, Chu Nguyen Mong Ngoc (2005), “Data Analysis with SPSS”, Statistics Publishing House, Hanoi.

Kurt Matzler (2002), “The factor structure of Customer satisfaction”, International Journal of Service Industry Management, Vol.13 No.4, pp.314-332.

Hoang Trong (1999), “Multivariate Data

Analysis,Application to Economics and Business”, Statistics Publishing House.

Nguyen Thanh Hoi (1999), “Human resource management”, Statistics Publishing House Nguyen Tan Thanh (2006), “Customer Satisfaction survey on ATM cards of DongA Bank”, Master thesis, Ho Chi Minh City University of Technology, Vietnam National University, Ho Chi Minh City.

Nguyen Huu Lam (1998), “Organizational Behavior”, Education Publisher.

Nguyen Huu Lam (ed.), Dinh Thai Hoang, Pham Xuan Lan (1998) “Strategic Management and competitive position development”, Education Publisher.

Nguyen Huu Than (1996), “Human resources management”, “Statistics Publishing House”.

Susmita Sharma (2002), “Customer Satisfaction survey to improve service performance:

A case study of Amadeus Asia”, Asian Institute of Technology School of Management Thailand.

Trinh Thanh Hai (2007), “Customer Satisfaction at Bank of Tokyo and Mitsubishi, UFJ”

CFVG program.

Parasuraman, A.V.A. Zeithaml, & Berry, L.L (1998), “SERVQUAL: A multiple-item scale for measuring consumer perception of service quality”, Journal of Retailing, Vol.64 No.1, pp.12-37.

Terrence Levesque, Gordon H.G. McDougall, (1996), “Determinants of customer satisfaction in retail banking”, International Journal of Bank Marketing, Vol.14 No.7,

pp.12-53

20.

Walfried M. Lassar, Chris Manolis, and Robert D. Winsor (2000), “Service quality perspectives and satisfaction in private banking”, International Journal of Services Marketing, Vol.14 No.3, pp. 244-271.

APPENDIX APPENDIX 1

CLIENT SURVEY FORM

Dear our valued Clients,

Thank you very much for using our services during the past time. Our fundamental motto is “All for customers”, which expresses our desire to provide you with highest satisfaction. Please let us further understand of your requirements by completing this survey form at your earliest convenience. All of your precious comments are highly appreciated and useful for improving our services.

Thanks for your valuable support!

1. How long have you been using our services?

Less than 1 year 5-6 years

1-2 years more than 6 years

3- 4 years

2. How many banks have you have accounts with?

1-2 banks 7-8 banks

3-4 banks more than 8 banks 5-6 banks

3. Please rank three criteria that you expect most from the bank in priority subject to the following rule

(1) Most expected, (2) quite expected, (3) expected Accurate and on-time delivery

Ensuring commitment Price competitiveness Competence of employees

Available and wide business networks Providing full ranges of services Willing to help customers Simple procedure

Modern equipment and technology Clear and easily-understood documents

4. Please give your comments on determinants of satisfaction by marking a tick for each following item.

No.

Items

Absolutely agree Quite agree Agree Quite disagree Absolutely disagree

1 The bank has wide network of agents 5 4 3 2 1

2 The bank has simple and prompt procedure 5 4 3 2 1

3 The bank has convenient branch locations 5 4 3 2 1

4 The bank has modern equipment and technology 5 4 3 2 1 5 The bank has well-displayed posters, brochures, handouts, leaflets, 5 4 3 2 1

6 The documents are clear and easy to understand 5 4 3 2 1

7 Bank employees look professional and are well dressed 5 4 3 2 1 8 Bank employees are well- trained with high competence 5 4 3 2 1 9 The bank performs the service accurately in a timely manner 5 4 3 2 1 10 Bank employees show great interests in problem-solving 5 4 3 2 1

11 Bank employees are always available for our service 5 4 3 2 1

12 Bank employees are polite and consistently courteous with customers 5 4 3 2 1

13 The bank offers a complete range of services 5 4 3 2 1

14 The bank is always a pioneer in providing new services for 5 4 3 2 1 customers

15 The bank has hotline for answering all inquiries 5 4 3 2 1

16 Bank employees usually contact and visit customers 5 4 3 2 1

The bank has annual meeting to show gratefulness/appreciation for

customer’s contribution 5 4 3 2 1

18 The bank considers your rights as their prime concern 5 4 3 2 1 19 The bank performs the service right the first time 5 4 3 2 1

20 The bank ensures information confidentiality 5 4 3 2 1

21 Bank statements are sent regularly

5 4 3 2 1

22 The bank offers competitive interest rates 5 4 3 2 1

23 The bank collects reasonable commission/charges

5 4 3 2 1

24 The bank has flexible price policies 5 4 3 2 1

25 The bank honors commitment to customers

5 4 3 2 1

26 The bank has great innovation and social contribution 5 4 3 2 1 27 The bank has right strategy for sustainable development

5 4 3 2 1

28 The bank launches marketing activities effectively and efficiently 5 4 3 2 1

5. Overall, how satisfied are you with service quality of our bank?

Absolutely satisfied Quite satisfied

Satisfied

Quite dissatisfied Absolutely dissatisfied

6. How does the bank meet your expectations?

Excellent Really good

Good Normal

Not good

7. Will you continue using our services?

Definitely Probably

Probably not Definitely not

Neither probably nor probably not

8. In your opinion, what should the bank do to improve customer satisfaction?

_______________________________________________________________________

Name of Company : ______________________________________________

Date : ______________________________________________

THANK YOU FOR YOUR ASSISTANCE!

在文檔中 A Study on Satisfaction of Corporate Customers with Products and Services of Banks (頁 61-0)