The Factors Affecting Customer Satisfaction of Mortgage Loan: a Case Study of Bank for Investment and Development of Vietnam.

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Shu - Te University
College of Management
Graduate School of Finance

Master

The Factors Affecting Customer Satisfaction of Mortgage Loan: A Case Study of Bank For Investment and Development of Vietnam.
Student: Tran Xuan Thanh
Advisor: Dr. Juping Wu
Co-Advisor:Dr. Nguyen Thi Thu Ha

August, 2012

* Shu-Te University * Graduate School of Finance |
* Thesis|
The Factors Affecting Customer Satisfaction of Mortgage Loan: A case study of Bank for Investment and Development of Vietnam| * Tran Xuan Thanh|
* Augusr, 2012|
|
|
|
|
The Factors Affecting Customer Satisfaction of Mortgage Loan: A Case Study of Bank For Investment and Development of Vietnam.

Student: Tran Xuan Thanh
Advisor: Dr. Juping Wu
Co-Advisor: Dr. Nguyen Thi Thu Ha

A Thesis
Submitted to the
Graduate School of Finance
College of Management
Shu-Te University
In Partial Fulfillment of the Requirements
For the Degree of
Master of Business Administration
Majoring in
Finance

August 2012

ABSTRACT
The purpose of this study is to explore the relationships among service quality features (tangible, reliability, responsiveness, assurance and empathy) and customer satisfaction in the context of Vietnam. The empirical data are drawn from 108 customers of an bank in Vietnam. The results indicate important findings: the interaction between services quality features with customer satisfaction. In addition, implications and limitations of this study, as well as directions for future research are discussed. Almost every Vietnam bank encounters similar problems in meeting customer‘s expectation of services and customer satisfaction. It is against this background that this research tries to evaluate customers’ satisfaction and its implications for bank performance in Bank for Investment and Development of Vietnam (BIDV). Key words: Customer Satisfaction, Service Quality, Banking Industry. [Customer retention is an important element of banking strategy in today’s increasingly competitive environment. Bank management must identify and improve upon factors that can limit customer defection. These include employee performance and professionalism, willingness to solve problems, friendliness, level of knowledge, communication skills, and selling skills, among others. Furthermore, customer defection can also be reduced through adjustments in a bank’s rates, policies and branch locations (Leeds, 1992). Clearly, there are compelling arguments for bank management to carefully consider the factors that might increase customer retention rates. Several studies have emphasised the significance of customer retention in the banking industry (see Dawkins and Reichheld, 1990; Marple and Zimmerman, 1999; Page et al., 1996; Fisher, 2001). ]

ACKNOWLEDGMENTS

TABLE OF CONTENTS
ABSTRACT4
ACKNOWLEDGMENTS5
Chapter 1 Introduction8
Research Purpose12
Research Objectives12
Significance of the Study13
Research Procedure13
Chapter 2 Literature Review15
2.1 Services15
2.1.1 Definition of Service and Service Quality15
3.1.2.1 Reliability19
3.1.2.2 Tangibility19
3.1.2.3 Responsiveness20
3.1.2.4 Assurance20
3.1.2.5 Empathy21
2.2 Customer satisfaction24
3.4 Service Quality and Customer Satisfaction in Banking26
2.3 The relative between service quality and customer satisfaction27 Chapter 3: Methodology30
3.1 Research Framework30
3.2 Research Approach30
3.3 Quantitative Research30
3.4 Research Model30
3.4.1 SERVPERF Model:31
3.4.2 The reason to chose SERVPERF Model:31
3.5 Research Hypothesis:31
3.6 Variable Measurement and Questionaire Design32
3.6.1 Variable Measurement:32
3.6.2 Questionaire Design:33
3.7 Sampling34
3.8 Data Analysis35
3.8.1 One Sample T-test36
3.8.2 One way ANOVA36
3.8.3 Two way ANOVA36
3.8.4 Correlation and Linear Regression36
Reference38
APPENDIX40

Chapter 1 Introduction
In...
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