DSpace at VNU: Improve customer service quality - The case of Techcombank card service
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Improve customer service quality - The case of
Techcombank card service
Phạm Thị Hương
Khoa Quản trị Kinh doanh
Luận văn Thạc sĩ ngành: Kinh doanh và quản lý; Mã số: 60 34 05
Người hướng dẫn: TS. Trần Đoàn Kim
Năm bảo vệ: 2010
Keywords: Quản trị kinh doanh; Dịch vụ ngân hàng; Khách hàng; Thẻ
Content
TABLE OF CONTENTS
ACKNOWLEDGEMENTS ................................................................................... i
ABSTRACT ........................................................................................................... ii
TÓM TẮT ............................................................................................................. iv
TABLE OF CONTENTS ..................................................................................... vi
LIST OF TABLES................................................................................................ ix
LIST OF FIGURES .............................................................................................. xi
INTRODUCTION ................................................................................................. 1
CHAPTER 1: LITERATURE REVIEW ............................................................. 4
1.1 Service marketing mix in banks. ........................................................................ 4
1.1.1 Service marketing mix. ............................................................................... 4
1.1.2 Service marketing mix in banks................................................................... 6
1.2 Customer satisfaction. .................................................................................. 11
1.2.1 Definition. ................................................................................................. 11
1.2.2 What determines customer satisfaction? .................................................... 12
1.3 Service quality and GAP model. ..................................................................... 13
CHAPTER 2: TECHCOMBANK CASE STUDY ............................................. 25
2.1 Status of Techcombank and introduction of its card service ......................... 25
2.1.1 Techcombank Personal cards and card services. ........................................ 25
2.1.1.1 Prospects of card in Vietnam market. ..................................................... 25
2.1.1.2 The strategy to develop card. .................................................................. 27
2.1.1.3 Some successes and ambituous plan of card development. ..................... 27
2.1.2 Card issuing, using and payment Processes and activities. ......................... 30
2.2 A review of Techcombank’s previous survey on card service: Customer
satisfaction on card services. .............................................................................. 31
2.2.1 Survey objectives. ..................................................................................... 31
2.2.2 Sizes and methods: .................................................................................... 32
2.2.2.1 Attendees and effective zone: ................................................................. 32
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2.2.2.2 Investigation methods: ........................................................................... 32
2.2.3 Results. ..................................................................................................... 34
2.2.3.1 Total samples and feedback percentages. ............................................... 34
2.2.3.2 The specific Results of Customer satisfaction on card services of
Techcombank..................................................................................................... 35
2.3 Focus group and in depth-interview for updated status of customer service
quality. .................................................................................................................. 41
2.3.1. Focus group.............................................................................................. 41
2.3.2 In depth-interview. .................................................................................... 45
CHAPTER 3: FINDINGS ................................................................................... 48
3.1 Customer GAP analysis. .............................................................................. 48
3.2 Provider GAP analysis. ................................................................................ 52
3.2.1. Failure in Providing in line with the standards and the designed services. 55
3.2.1.1. Failure to meet the technological requirements needed for the work ...... 55
3.2.1.2 Failure in providing good consultancy to let the customers see which of
their needs are met and what they can request with the service. ......................... 63
3.2.1.3 Difficulties in quality management and assurance. ................................. 65
3.2.2 “Barking dogs seldom bite” (Inconsistency) in retail sales activities.......... 68
3.2.3 The training for the customer service staff has not been paid proper
attention, resulting in poor quality in providing the consultancy to the customers,
and sometimes generating the inconsistency in the customer service among the
units. .................................................................................................................. 70
CHAPTER 4: RECOMMENDATION............................................................... 72
4.1 Invest more in technology for card and card management. ............................... 72
4.2 Improve training process and focus on customer service training for new staff
before having them applied.................................................................................... 77
4.3 Build an effective mechanism on quality management saparatedly. ................. 80
4.4 Establish a specific team to do customer care. ................................................. 81
CONCLUSION .................................................................................................... 83
vii
LIST OF REFERENCES .................................................................................... 84
APPENDIX 1 ....................................................................................................... 85
APPENDIX 2 ....................................................................................................... 87
APPENDIX 3 ....................................................................................................... 91
viii
LIST OF REFERENCES
1. Service Marketing – integrating customer focus across the firm – Valarie A.
Zeithaml, Mary Jo Bitner, Dwayne D. Gremler – 4th eddition.
2. Principle of service marketing – McGaw – Hill Book company, UK, 1994.
3. Article “Service marketing in banks” on />4. Article “Quản trị khoảng cách chất lượng dịch vụ » on
/>5. Article “GROW – Mô hình huấn luyện nhân viên hiệu quả” on
/>6. Internal procedures of Techcombank.
7. Retail products and services package – Techcombank.
8. Quality standard package 2005 – Techcombank.
9. Quality standard package 2008 – Techcombank.
10. Teller standard package 2009 – Techcombank.
11. Techcombank PFS strategy, 2007.
12. Website: www.techcombank.com.vn
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