In Vietnam today, there are many banks, each bank creates its own card products to serve its customers, leading to increasingly fierce competition among banks in this type of service. paralysis. Therefore, in addition to continuously applying technical and technological achievements and improving the utility features for card services, banks must also find ways to make customers satisfied when using the card service. Determining the factors affecting customer satisfaction and measuring the influence of these factors on customer satisfaction when using card services is a key point in business activities. card services of banks. Currently, the level of competition in banking activities is increasingly fierce. Service quality and customer satisfaction are very important concepts that banks need to understand in order to constantly increase their competitiveness in business to survive and develop. Banks that win the attention and loyalty of customers will have sustainable development. Service quality will bring customers satisfaction to a certain level that we can measure. Customers have a high level of satisfaction with a product or service that the bank is providing them, the bank has won the interest and loyalty from customers. The customer-oriented business strategy is being paid special attention by banks. Therefore, the bank studying customer satisfaction for each product and service is an important job that needs to be done regularly to constantly improve the quality of each product and service to bring satisfaction. highest for customers when they use the bank's products and services.

Rationale

Reliability, Empathy, Tangibles, Responsiveness, Service Capability, Service Price. These six components contribute positively to customer satisfaction, are tested and meet the requirements for the model's value, reliability, and fit with market data.

According to Parasuraman (1985, 1988) "Service quality is defined by the difference between customers' expectations of the service and their evaluation of the service they receive". Parasuraman [1] introduced a model of five gaps and five components of service quality, called Servqual for short, Servqual is a combination of two words "Service" and "Quality" and is evaluated by many researchers as quite comprehensive. After that, Servqual continued to be perfected through focusing on the concept of "Quality Perception" of consumers because the customer's quality perception is the most objective assessment of quality. of service.

Service quality is the ability of the service to meet the expectations of the customer using the service, or in other words, all the additional activities and benefits that the bank brings to the customer in order to repeat, strengthen and expand long-term partnerships with customers through creating customer satisfaction.

Satisfaction is a function of expectations, perceived together with the gap between perception and expectation [2,3]. Service quality is the factor that has the most impact on customer satisfaction. customers [4,5,6,7,8,9,10,11,12,13]. If a service provider provides customers with quality products that satisfy their needs, that business has initially made customers satisfied.

The study will take the SERVPERF scale as the foundation for building a research model. Besides, according to Fornel [14] that the first factor determining customer satisfaction is perceived quality, the second factor is perceived price, so adding price to the proposed model:

• Reliability has a direct and positive influence on customer satisfaction.

• Empathy has a direct positive influence on customer satisfaction

• Tangible means have a direct influence on customer satisfaction

• Responsiveness has a direct influence on customer satisfaction

• Service capacity has a direct influence on customer satisfaction

• Perceived price has a direct influence on customer satisfaction

To carry out this research, this thesis focuses on implementing the following methods:

Qualitative Method

Preliminary research was carried out by qualitative method with group discussion and mock interview techniques. The purpose of this study is to adjust and supplement the e-banking service quality scale.

To carry out the qualitative research, the team prepared a qualitative research panel to consult with experts and a few provoking discussion questions for the client that provided additional information that the essay was missing. Location is at BIDV bank in Ho Chi Minh City.

After consulting with experts and customers, the team has drawn the following results:

Core Products and Services      

• A convenient and modern "deposit service" observation variable helps customers easily transact and manage their accounts

• The observation variable “ATM” is present in many locations, saving customers' time in searching

• The observation variable "banking service by phone" is implemented on a seamless and uniform multi-platform from mobile phones, websites, watches and smart keyboards. Personalize and customize the interface, make financial transactions, payments and shopping easy

• The observed variable "lending" promptly meets all financial needs

Human Factor Providing Service      

• The observed variable "providing banking services" is correct and sufficient as what the staff advised the customer before experiencing the service.

• The observed variable “customer care” always helps and meets customer requirements, makes customers feel safe and ensures customer transactions.

Service Delivery System      

• Observable variable "Internet banking" standardizes and simplifies the way of providing services so that banking services can reach customers in the shortest time without any problems, improving technology capacity to provide high quality service to customers

Tangible Media 

• The observed variable "service environment" is comfortable for customers when coming to the transaction

• Turn the observation of "staff appearance" neat, clean, enthusiastic, quick to support customers

Social Responsibility   

• The observed variable "behaves fairly" with all customers, regardless of occupation or class

• The observed variable "responsibility" shows the publicity among bank employees such as leaving on time, regularity, honesty

Quantitative Methods

Quantitative methods in the form of face-to-face and telephone interviews were used to collect information from customers using e-banking services of BIDV and some commercial banks. other businesses in Ho Chi Minh City.

Reliability Factor Method

Collected information will be processed by Scale software after being evaluated by Cronbach alpha reliability coefficient method and EFA exploratory factor analysis, multiple regression analysis is used to test the research model. rescue.

Research Results

Evaluation of reliability by Cronbach (Table 1).

With the results of the reliability assessment by Cronbach's Alpha, all scales have Cronbach's Alpha coefficient ≥0.6. The component with the lowest Cronbach's alpha coefficient is 0.642 (scale into tangible means), the highest is the reliable component of 0.884. The other components all have Cronbach's alpha coefficient in the range from 0.67 to 0.88 and the correlation between the variable and the sum is greater than 0.3. This result shows that all measured variables meet the requirements.   

Source: Analytical data from the author's team

Exploratory Factor Analysis EFA of Independent and Dependent Variable Scales 

The Kaiser-Meyer-Olkin Measure of Sampling Adequacy (KMO)=0.706 >0.5 and 0.654 >0.5, and the Bartlett statistic value is very small compared to the significance level of 0.05, which proves the data used for analysis factor (EFA) is perfectly appropriate. 

The Results of the Factor Analysis of the Independent Variables

The results of EFA exploratory factor analysis show that the factor loading coefficients are all greater than 0.5, and there is no case that both factors are uploaded at the same time with the loading coefficients close to each other, so the factors can be guaranteed. convergent and discriminant values ​​in EFA analysis. Thus, the EFA analysis obtained 07 explanatory factors namely TC, MT, DC, TH, GC, DU and PT with the scale components kept as originally proposed, the extracted variance value reached 65.67 % (Table 2).

Table 2: Factor Rotation Matrix

Correlation Test

The results of the correlation test show that the model has a fairly close correlation between the dependent variable of satisfaction and the independent variables, but the correlation between the independent variables is not significant at the 5 level. %. This is a satisfactory condition for linear regression analysis.

Linear Regression Analysis

Wald test for the statistical significance of the independent variables, of the UN in n TC, MT, GC, DU, DC, TH threads u -value P-value < a = 0.05 showed that these variables mean statistics at 5% significance level. The value of the adjusted regression coefficient R2 = 76.46% indicates that the participation of the above 6 independent variables explained 76.46% of the variation of the variable on customer satisfaction when using the service. Retail service of BIDV Nha Trang branch. Also from Table 6, Fisher's test, the F coefficient has P-value = 0.000 < 0.05, giving us the conclusion that the model fits the market data.    

Using The Variables In The Model, The Formal Regression Equation Takes The Form:

HLKH = 0.0616 + 0.1307 *TC+0.1404*MT+0.2184*GC+0. 3569*DU+ 0.1392*DC + 0.0392*TH + ei

From the results based on the value of the normalized regression coefficient, the order of factors affecting customer satisfaction in turn is: Response (DU,0.5256); Price (GC,0.4287), Empathy (DC,0.2609); Service environment (MT, 0.2263); The profile (TC, 0.2003); and Trademarks (TH, 0.0786). The independent variables have the values ​​of the exaggerated variance coefficient (VIF) are all less than 10, so the regression model does not have multicollinearity.

Test of Error According to Normal Distribution (Jarque-Bera test)

From the results of the histogram, it shows that P-value (Jarque_Bera) = 0.1628 > 0.05, so we conclude to accept the hypothesis Ho, that is, the residual (RESID) responds according to the normal distribution.   

Test of Constant Error Variance (White tesT) and Independent error test (non-autocorrelated residuals- Breusch-Godfrey test) 

The results show that P-value (Obs*R²) = 0.1707>0.05, so the conclusion accepts the hypothesis H_o, that is, the residual has unchanged variance. Similarly, it shows that P-value (Obs*R²) = 0.4106>0.05, so we conclude that we accept the hypothesis H_o, that is, the residuals are independent. In summary, the regression model tests are appropriate and scientific.        

Through the obtained research results, it shows that the satisfaction of individual customers at BIDV Bank is influenced by 6 components and their influence levels are arranged in descending order as follows: response (β = 0.526); Price (β = 0.429); Empathy (β = 0.261); Service environment (β = 0.226); Reliability (β = 0.20), Brand (β = 0.079) compared with the initial hypothesis, the tangible media variable was excluded because it did not meet the condition of correlation with customer satisfaction. personal goods. 

Discussing the Results

Firstly, the research results show that responsiveness is the most influential factor, so BIDV needs to pay special attention and take the initiative to improve this factor. Specifically, to meet the product requirements: The Bank always has a variety of savings deposit products to serve customers, which is the component of the meeting that is most agreed by customers, so it is necessary to focus on promoting the content. this content. In order to respond to people, the Bank should consider improving the professionalism of its employees by further quantifying KPIs that apply specifically to employees in all service departments. At the same time, it is necessary to apply some measures to motivate employees, such as: reasonable remuneration policies to motivate employees to work. Only when they really love their work and are loyal to the working unit, then the employees will work hard, with enthusiastic, attentive service attitude, wholeheartedly for customers.   

Second, measurement scales of service environment are related to professional service capabilities of BIDV staff. Can be confirmed, a professional services environment, the essential foundation must come from professional people. That is, the operational expertise and good sense of responsibility, understanding of customer needs. To achieve this, the executive branch should focus on organizing staff training, especially skills of handling sensitive situations in communicating with customers, towards professionalism in every department from operational parts directly to all other support. Building cultural environment working professional, the opportunity to share with every customer and service oriented environment, cooperation, long-term success.  

Third, building confidence for customers, the internal BIDV cầ n identified here are the results from the discipline, policies and organizational KPIs clearly and thoroughly trained staff. Therefore, BIDV should maintain honesty in all activities, fully, responsibly and effectively perform all commitments to create trust for customers. Therefore, in addition to a clear discipline policy and process, besides, behavioral training courses according to standards, handling and providing accurate information need to be organized and monitored regularly.   

Fourth, BIDV needs to thoroughly inform each teller that one of the factors affecting customer satisfaction is empathy for customers and vice versa. That is, it is necessary to listen to feedback from customers, make them feel cared about, valued and express the bank's interest will be a very effective measure in improving satisfaction, thereby continuously improving the quality of banking services. Understanding the products that the bank is selling is a necessary condition to empathize with people who are using the bank's products and services.   

Fifth, the research results also show that reasonable prices and costs will affect customer satisfaction. Therefore, the diversification of retail products and services, such as savings interest rates, interest rates on demand accounts, and service fees are money transfer fees and statement printing fees, card issuance fee, online banking service fee, customers always want preferential interest rates and low service costs. Banks that find a suitable balance to meet this factor can increase customer satisfaction.   

Sixth, in terms of branding for retail services, individual customers need to develop an appropriate brand strategy for each type of individual retail product and service based on the general brand strategy of BIDV, and based on the overall strategic goal for all retail products and services, thereby serving as the foundation for building separate goals with KPIs, giving clear communication messages for each product. specific retail products. This will help assess the level of satisfaction and awareness at each retail product more clearly, create a feeling and affection for the BIDV brand of individual customers, and help improve the effectiveness of brand communication. brand in accordance with the brand strategy of the head office. 

“Customer satisfaction is a customer's overall attitude towards a service provider, or an emotional response to the difference between what the customer anticipated and what he received. for the fulfillment of some need, goal or desire”. This is the foundation, a necessary condition in any customer retention strategy of the business as well as to build a loyal customer system [15-20].

Initial construction includes 05 factors affecting customer satisfaction about BIDV banking services including: Reliability, service capacity, assurance, sympathy [21-25, 26, 27,28-35].

The factor "Service capacity" has the strongest influence on customer satisfaction, followed by the factor "Reliability". This means that the more customers feel the reliability and service capacity of the service as well as the bank staff bring them more [36-45].

Customer satisfaction is a vital factor and a goal that banks are currently pursuing. Along with the increasingly fierce competition in the business environment, it becomes increasingly necessary to learn about customer needs and factors affecting customer satisfaction[46-54].

How to get more new customers to trust and choose a bank is always a top question and an important task of each bank. From there we can see how the influence of the customer is [55-65].

In the service sector, especially banking, the role of satisfying customer needs is even more important, stemming from the nature of interaction between customers and the bank as well as the positive effects that banks have on them. goods obtained. More specifically, if the bank gives high satisfaction, customers will continue to use the service and always support the bank's new products and services, recommend the bank to other major partners to become a loyal customer of the bank. Thereby contributing to increase in sales, market share, profit and position of the bank in the market [66-72].

Customer satisfaction is a customer's overall attitude towards a service provider, or an emotional response to the difference between what the customer anticipated and what he received. for the fulfillment of some need, goal or desire”. This is the foundation, a necessary condition in any customer retention strategy of the business as well as to build a loyal customer system.

Initial construction includes 05 factors affecting customer satisfaction about BIDV banking services including: Reliability, service capacity, assurance, sympathy...

The factor "Service capacity" has the strongest influence on customer satisfaction, followed by the factor "Reliability". This means that the more customers feel the reliability and service capacity of the service as well as the bank staff bring them more.

Customer satisfaction is a vital factor and a goal that banks are currently pursuing. Along with the increasingly fierce competition in the business environment, it becomes increasingly necessary to learn about customer needs and factors affecting customer satisfaction.

How to get more new customers to trust and choose a bank is always a top question and an important task of each bank. From there we can see how the influence of the customer is.

In the service sector, especially banking, the role of satisfying customer needs is even more important, stemming from the nature of interaction between customers and the bank as well as the positive effects that banks have on them. goods obtained. More specifically, if the bank gives high satisfaction, customers will continue to use the service and always support the bank's new products and services, recommend the bank to other major partners to become a loyal customer of the bank. Thereby contributing to increase in sales, market share, profit and position of the bank in the market.

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