RESEARCH DESIGN

3.3.1.1 Objectives

This is the preliminary research step to select variables carefully then the author bringsthem into research model, checks used scales, consults ideas from the bank side and customers about the research matters. By that means, we will build scales to apply in research model and establish questionnaire.

3.3.1.2 Process

At first, the author will prepare some questions to discuss and communicate with employees/bank managers about contents focusing on researches on customer satisfaction such as:

 How does the Bank evaluatecustomersatisfaction with bank services?

 What does the bank consider about the model of service quality in banking sector?

 What comments does the bank give about criteria for service quality measurement?

 What does the Bank think about customer expectations in the future?

 Are measurement scales of customer satisfaction reasonable or not?

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 Which scales does the Bank uses to measure the level of customer satisfaction?

 How does the Bank bringsatisfaction to customers?

Then,the author will conduct discussions with participants including Executive Directors, Leaders of Planning Department, Marketing, Currency Business Department, International Payment and Customer Service Department, employees of Payment Department, employees at counters, employees of Marketing Department and employees of Product Development Department.

Regarding to customers, the author randomly selected 10 customers to attend dual interviews and then record their opinions about banking services and their expectations towards the Bank.

3.3.1.3 Results

After the deployment of qualitative research, eight factors of research model about customer satisfaction are agreed and can be used for further quantitative research; five criteria to measure customer satisfaction decreased to three (removing two criteria of

“Introducing the bank to third party” and “The level of customer satisfaction”):

 The general service quality

 The ability to meet customer demands

 Continuationto use bank services

However, scales mentioned in the research model are needed to be adjusted more properly. Therefore, through the step of qualitative research, scales which are used to measure affecting factors towards customers are identified as Table 3.1.

Through the step of qualitative research, scales are identified fully (including 28 scales of 8 affecting factors towards customer satisfaction and 3 scales used to measure the level of customer satisfaction), serving the establishment of questionnaires and further quantitative research.

3.3.2 Quantitative research 3.3.2.1 Objectives

Quantitative research is performed to recheck scales in the research model. This is the detailed analysis step of collected data through survey forms sent to customers with the purpose to identify logicality, correlations between factors, thereby coming to specific conclusion about research topic.

3.3.2.2 Process

a. Building questionnaires

b. Identifying required number of samples for the research c. Sending survey forms to customers

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d. Contacting customers to follow responses e. Collecting feedbacks from customers

f. Analyzing data through the use of analysis tool SPSS in the below order:

♦Descriptive analysis

♦ Credibility analysis of measurement scales

♦ Factors analysis

♦ Building general research model

♦Testing model through Pearson analysis, recurrent analysis and ANOVA analysis 3.3.2.3 Results

There are total 550 questionnaires sent to customers through post office (250), e-mail (200), and at counters (100) with the supports of Customer Service Department. Lists of customers received survey form through post office and e-mail are randomly selected on the ground of data system of the Bank.

After two weeks without receiving feedbacks, senders will call and ask customers directly. For survey forms at counters, customers who come to make transaction at the Bank can answer and send back to employees immediately. There are 167 survey forms received (77 forms by post office, 49 forms by e-mail and 41 forms at counters) with response ratio as 30.36%, including 25 forms eliminated due to invalidity. Therefore, the remained number of forms to analyze is 142 forms.

As a result, after collecting the appropriate number of forms, the author will use SPSS tool to analyze data with encoding measurement scales as the following table and detailed results will be represented as below:

No. Encoding Description

1 STT01 The Bank has broad dealer network.

2 STT02 Transaction procedures are easy and quick.

3 STT03 The Bank has convenient transaction locations for customers.

4 SHH01 The Bank has modern equipment and machines.

5 SHH02 The Bank has fascinating documents, books and images of services.

6 SHH03

The Bank has clear transaction documents and related documents without mistakes.

7 SHH04 Employees of the Bank dress politely and impressively.

8 PCPV01 Employees of the Bank have good qualifications.

9 PCPV02 Employees of the Bank conduct services exactly and promptly.

10 PCPV03 Employees of the Bank respond to customer questions effectively.

11 PCPV04 Employees of the Bank are willing to serve customers.

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No. Encoding Description

12 PCPV05 Employees of the Bank are tactful and considerate towards customers.

13 DMDV01 The Bank has diversified service portfolios.

14 DMDV02

The Bank is always the pioneers in providing new services to meet higher demands of customers.

15 TXKH01 The Bank has hotline to serve customers 24/24.

16 TXKH02 Employees of the Bank always contact customers regularly.

17 TXKH03

The Bank always organizes thank-you party to customers at the end of each year to recognize their contributions.

18 TXKH04 The Bank always pays attention to customer contributions.

19 STN01 The Bank conducts right service at the first time.

20 STN02

The Bank protects confidential information about customers and transactions.

21 STN03 The Bank sends bank statements regularly and promptly.

22 TCTG01 The Bank applies competitive interest rate.

23 TCTG02 Reasonable transaction fees

24 TCTG03 The Bank has flexible price policy.

25 HADN01 The Bank is always the pioneers in renovation and social activities.

26 HADN02 The Bank always keeps promises to customers.

27 HADN03 The Bank has stable development strategy.

28 HADN04 The Bankhas effective and impressive marketing activities.

29 SHL01 The general service quality

30 SHL02 The ability to meet customer demands 31 SHL03 Continuation to use bank services

Table 3.1: Summary of encoding scales

3.3.3 Design of questionnaire 3.3.3.1 Objectives

 To find out customer expectations towards theBank

 To measure customer satisfaction

 To inspect factors affecting customer satisfaction

 To identify correlations between usage time, number of transaction with customer satisfaction of the Bank

3.3.3.2 Contents

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After qualitative research, questionnaires are established with 28 measurement scales to identify factors which bring pleasure to customers and 3 scales to identify the level of customer satisfaction towardsthe Bank including 5 main parts with 8 questions.

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