Tài liệu Enhancing customer satisfaction on credit service quality for smes a research at jsc bank for foreign trade of vietnam operation center branch

Style Definition: 1: Centered Style Definition: 2: Justified Style Definition: 3: Font: Italic VIETNAM NATIONAL UNIVERSITY Style Definition: TB: Font color: Black, Centered HANOI SCHOOL OF BUSINESS Formatted: Font: (Default) Times New Roman, 14 pt *** *** *** Formatted: Font: (Default) Times New Roman, 14 pt HSB-MBA PROGRAM NGUYEN HOAI PHUONGMASTER THESIS Formatted: Justified Formatted: Left: 3.5 cm, Right: 2 cm, Top: 2.5 cm, Bottom: 3 cm, Section start: New column, Footer distance from edge: 2.94 cm, Top: (Thin-thick small gap, Auto, 3 pt Line width, Margin: 1 pt Border spacing: ), Bottom: (Thick-thin small gap, Auto, 3 pt Line width, Margin: 1 pt Border spacing: ), Left: (Thin-thick small gap, Auto, 3 pt Line width, Margin: 4 pt Border spacing: ), Right: (Thick-thin small gap, Auto, 3 pt Line width, Margin: 4 pt Border spacing: ) Formatted: Justified, Space Before: 0 pt Formatted: Indent: Left: 0 cm, Space Before: 0 pt Formatted: Indent: Left: 0 cm Formatted: Indent: Left: 0 cm, Space Before: 0 pt Formatted: Centered Formatted: Font: 14 pt, Bold Formatted: Font: (Default) Times New Roman, 14 pt ENHANCING CUSTOMER SATISFACTION ON CREDIT SERVICE QUALITY FOR SMES: A RESEARCH AT JSC BANK FOR FOREIGN TRADE OF VIETNAM – OPERATION CENTER BRANCH Formatted: Indent: Left: 0 cm, Space Before: 0 pt Formatted: Centered Formatted: Font: 14 pt Formatted: Centered, Space Before: 0 pt Formatted: Font: (Default) Times New Roman, 14 pt Formatted: Font: 14 pt, Condensed by 0.4 pt Formatted: Centered, Indent: Left: 0 cm, Right: 0 cm Formatted: Font: 14 pt Formatted: Font: 14 pt, Condensed by 0.4 pt Formatted: Font: (Default) Times New Roman, 14 pt, Condensed by 0.4 pt Formatted: Font: (Default) Times New Roman, 14 pt Formatted: Centered, Right: 0 cm Formatted: Centered MASTER THESIS Formatted: Font: 14 pt Formatted Hanoi – 12/2017 Formatted: Font: 14 pt Formatted: Centered ... Formatted: Font: (Default) Times New Roman, 14 pt Hanoi Student name : NGUYEN HOAI PHUONG Class Instructor Code of Discipline : HSB-MBA 9 : PhD. Ngo Vi Dung : 12/2017 – Formatted: Font: 14 pt Formatted: Centered Formatted: Font: (Default) Times New Roman Formatted: Centered, Indent: Left: 0 cm Formatted: Centered, Indent: Left: 0 cm, Space Before: 0 pt Formatted: Centered, Indent: Left: 0 cm, Space Before: 0 pt Formatted: Centered, Indent: Left: 0 cm Formatted: Font: (Default) Times New Roman, 14 pt Formatted: Centered, Space Before: 0 pt Hanoi – 12/2017 Formatted: Justified, Space Before: 0 pt VIETNAM NATIONAL UNIVERSITY Formatted: Indent: Left: 0 cm, Space Before: 0 pt HANOI SCHOOL OF BUSINESS *** *** *** HSB-MBA PROGRAM Formatted: Indent: Left: 0 cm Formatted: Indent: Left: 0 cm, Space Before: 0 pt Formatted: Centered Formatted: Font: 14 pt Formatted: Font: (Default) Times New Roman, 14 pt NGUYEN HOAI PHUONG Formatted: Font: 14 pt Formatted: Font: (Default) Times New Roman, 14 pt MASTER THESIS Formatted: Indent: Left: 0 cm, Space Before: 0 pt Formatted: Centered Formatted: Centered, Space Before: 0 pt ENHANCING CUSTOMER SATISFACTION ON CREDIT SERVICE Formatted: Font: 14 pt QUALITY FOR SMES: A RESEARCH AT JSC BANK FOR FOREIGN TRADE OF VIETNAM – OPERATION CENTER BRANCH Enhancing customer satisfaction on credit service quality for SMEs: A research at JSC Bank for Foreign Trade of Vietnam – Operation Center Formatted: Font: (Default) Times New Roman, 14 pt Formatted: Centered, Indent: Left: 0 cm, Right: 0 cm Branch Formatted: Centered Formatted: Font: 14 pt MASTER THESIS Class Instructor : HSB-MBA 9 Formatted: Indent: Left: 6.35 cm Instructor: PhD. Ngo Vi Dung Formatted: Indent: Left: 5.08 cm, First line: 1.27 cm Code of Discipline: Formatted: Font: 14 pt Formatted: Indent: Left: 6.35 cm Formatted: Font: 14 pt, Vietnamese (Vietnam) Formatted: Font: (Default) Times New Roman, 14 pt Formatted: Centered Student name : NGUYEN HOAI PHUONG Class Instructor Code of Discipline : HSB-MBA 9 Formatted: Centered, Space Before: 0 pt, After: 0 pt Formatted: Font: (Default) Times New Roman Formatted: Centered, Indent: Left: 0 cm : PhD. Ngo Vi Dung Formatted: Centered, Indent: Left: 0 cm, Space Before: 0 pt : Formatted: Centered, Indent: Left: 0 cm, Space Before: 0 pt ĐẠI HỌC QUỐC GIA HÀ NỘI KHOA QUẢN TRỊ VÀ KINH DOANH --------------------- NGUYỄN HOÀI PHƢƠNG ENHANCING CUSTOMER SATISFACTION ON CREDIT SERVICE QUALITY FOR SMES: A RESEARCH AT JSC BANK FOR FOREIGN TRADE OF VIETNAM – OPERATION CENTER BRANCH NÂNG CAO SỰ HÀI LÒNG CỦA KHÁCH HÀNG VỀ CHẤT LƢỢNG DỊCH VỤ TÍN DỤNG DÀNH CHO KHÁCH HÀNG LÀ DOANH NGHIỆP NHỎ VÀ VỪA TẠI NGÂN HÀNG TMCP NGOẠI THƢƠNG Formatted: Centered, Indent: Left: 0 cm VIỆT NAM – CHI NHÁNH SỞ GIAO DỊCH LUẬN VĂN THẠC SĨ QUẢN TRỊ KINH DOANH HÀ NỘI - 2018 ĐẠI HỌC QUỐC GIA HÀ NỘI KHOA QUẢN TRỊ VÀ KINH DOANH --------------------- NGUYỄN HOÀI PHƢƠNG ENHANCING CUSTOMER SATISFACTION ON CREDIT SERVICE QUALITY FOR SMES: A RESEARCH AT JSC BANK FOR FOREIGN TRADE OF VIETNAM – OPERATION CENTER BRANCH NÂNG CAO SỰ HÀI LÒNG CỦA KHÁCH HÀNG VỀ CHẤT LƢỢNG DỊCH VỤ TÍN DỤNG DÀNH CHO KHÁCH HÀNG LÀ DOANH NGHIỆP NHỎ VÀ VỪA TẠI NGÂN HÀNG TMCP NGOẠI THƢƠNG VIỆT NAM – CHI NHÁNH SỞ GIAO DỊCH Chuyên ngành: Quản trị kinh doanh Mã số: 60 34 01 02 LUẬN VĂN THẠC SĨ QUẢN TRỊ KINH DOANH NGƢỜI HƢỚNG DẪN KHOA HỌC: TS. NGÔ VI DŨNG Hà Nội - 2018 Hanoi – 12/2017 Formatted: Font: 14 pt Formatted: Centered Formatted: Left: 3.5 cm, Right: 2 cm, Top: 2.5 cm, Bottom: 3 cm, Section start: New column, Footer distance from edge: 2.94 cm, Top: (Thin-thick small gap, Auto, 3 pt Line width, Margin: 1 pt Border spacing: ), Bottom: (Thick-thin small gap, Auto, 3 pt Line width, Margin: 1 pt Border spacing: ), Left: (Thin-thick small gap, Auto, 3 pt Line width, Margin: 4 pt Border spacing: ), Right: (Thick-thin small gap, Auto, 3 pt Line width, Margin: 4 pt Border spacing: ) Hanoi – 12/2017 Formatted: 1, Space Before: 0 pt, Line spacing: single DECLARATION Formatted: 1, Indent: Left: 0 cm, Space Before: 0 pt, Line spacing: single Formatted: Justified Formatted: Justified, Right: 0 cm, Space Before: 0 pt The author confirms that the research outcome in the thesis is the Formatted: Indent: Left: 0 cm, Right: 0 cm result of author‘s independent work during study and research period and it is not yet published in other‘s research and article. The other‘s research result and documentation (extraction, table, figure, formula, and other document) used in the thesis are cited properly and the permission (if required) is given. The author is responsible in front of the Thesis Assessment Committee, Hanoi School of Business, and the laws for above-mentioned declaration. Formatted: Justified, Right: 0 cm Hanoi, date of …… / …… /……..22/01/2018 Formatted: Font: (Default) Times New Roman, 14 pt, Vietnamese (Vietnam) Formatted: Right: 0 cm Formatted: Font: 14 pt Nguyen Hoai Phuong Formatted: Font: (Default) Times New Roman, 14 pt Formatted: 1, Line spacing: single ACKNOWLEDGEMENT Formatted: 1, Indent: Left: 0 cm, Space Before: 0 pt, Line spacing: single Formatted: Justified Formatted: Justified, Space Before: 0 pt I hereby certify that I am the sole author of this thesis and no part of Formatted: Indent: Left: 0 cm this thesis has been published or submitted for publication. I certify that, my thesis does not violate anyone‘s copyright. Additionally, all ideas, quotations, or material from the work of other people included in my thesis, published or otherwise, are fully acknowledged with the standard of references. I declare that this is a true copy of my thesis. The content of this thesis Formatted: Indent: Left: 0 cm, Space Before: 0 pt has been approved by the committee of Vietnam National University, Hanoi – Hanoi School of Business (HSB). This thesis has not been submitted for a higher degree to any other University or Institution. In order to finish this project successfully, I have received many helps, Formatted: Indent: Left: 0 cm supports and guidance from many people who I would like to thank sincerely. First of all, I would like to thank all the professors of MBA program, especially PhD. Ngo Vi Dung – my suporvisor. Then I would like to thank deeply the respondents and interviewees who allowed me to gather enough data for this research. Finally, I would like to express my thanks to my family, my colleges and my fellow friends who created convenient conditions and give me encouragement and understanding for me to complete this degree. I sincerely thank you! Formatted: Justified, Indent: Left: 0 cm Formatted: Justified Hanoi, date of …… / …… /……..22/01/2018 Formatted: Font: (Default) Times New Roman, 14 pt, Vietnamese (Vietnam) Formatted: Font: 14 pt, English (United States) Nguyen Hoai Phuong Formatted: Font: (Default) Times New Roman, 14 pt Formatted: Font: (Default) Times New Roman, 14 pt Formatted: 1, Left, Line spacing: single Formatted: Left: 3.5 cm, Right: 2 cm, Top: 2.5 cm, Bottom: 3 cm, Footer distance from edge: 2.03 cm Formatted: 1, Space Before: 0 pt, Line spacing: single MỤC LỤCTABLE OF CONTENTS Formatted: Font: 14 pt Formatted: 1, Left, Indent: Left: 0 cm, Space Before: 0 pt, Line spacing: single DECLARATION ACKNOWLEDGEMENT TABLE OF CONTENTS ABBREVIATION ....................................................................................... iii LIST OF FIGURES ................................................................................. iiiiii LIST OF TABLES ................................................................................. viiiiii CHAPTER 1. INTRODUCTION ............................................................ 111 1.1. Rationale ............................................................................................. 111 1.3. Aims of research.................................................................................. 776 1.4. Object of research................................................................................ 776 1.5. Scope of research................................................................................. 776 1.6. Thesis structure ................................................................................... 776 CHAPTER 2. THEORETICAL BACKGROUND............................... 1087 2.1. Some basic concepts ......................................................................... 1087 2.2. Value Proposition Design .............................................................. 201412 2.2.1. Authors Introduction .................................................................. 201412 2.2.2. Summary .................................................................................... 211513 2.2.3. The Value Proposition Canvas.................................................... 211513 2.2.4. Value Proposition Design ........................................................... 231715 CHAPTER 3. RESEARCH METHODS........................................... 402621 3.1. Research strategy........................................................................... 402621 3.2. Research Process: .......................................................................... 402621 3.3. Data collection methods ................................................................ 412621 3.3.1. Secondary Data collection method.............................................. 412621 3.3.2. Primary data collection method .................................................. 412721 Formatted: Font: 14 pt, English (United States) Formatted: Font: 14 pt, Not Bold 3.4. Sample Seclection ......................................................................... 432923 3.5. Interview ....................................................................................... 453024 3.6. Synthesize answers and Set up Value Proposition Canvas ............. 453025 3.7. Concentrate on 10 characteristic of Great Value Proposition Design ............................................................................................................. 463125 3.8. Propose solutions to improve Value map. ...................................... 463125 CHAPTER 4: REASEARCH RESULTS.......................................... 473226 4.1. Introduction of the JSC Bank for Foreign Trade of Vietnam and Operation Center Branch ...................................................................... 473226 4.1.1. Introduction of the JSC Bank for Foreign Trade of Vietnam ...... 473226 4.1.2. Introduction of VCB - Operation Center Branch ........................ 503428 4.1.3. SMEs Department at VCB-SGD................................................. 533730 4.2. Research Results ........................................................................... 553932 4.2.1. Customer Profile......................................................................... 553932 4.2.2. Value map .................................................................................. 624637 4.2.3. Fit Map ....................................................................................... 665041 4.2.4. Concentrate on 10 Characteristics of Great Value Proposition .... 735344 4.2.5. Solutions for enhancing customer satisfaction on credit services for SMEs at SGD-VCB.............................................................................. 755545 CHAPTER 5: CONCLUSION, LIMITATION AND IMPLICATION ............................................................................................................. 795949 5.1.Conclusions .................................................................................... 795949 5.2. Limitations .................................................................................... 795949 5.3. Implications ................................................................................... 816150 REFERENCES ................................................................................... 846252 APPENDIX A. QUESTIONNARE FOR SME CUSTOMERS ....... 906454 APPENDIX B. QUESTIONNARE FOR CREDIT OFFICERS ...... 966756 Formatted: Justified, Indent: Left: 0 cm, Space Before: 0 pt Formatted: Font: 14 pt Formatted: Font: (Default) Times New Roman, 14 pt Formatted: 3, Left, Indent: Left: 0 cm, Space Before: 0 pt, Line spacing: single Formatted: Font: (Default) Times New Roman, 14 pt Formatted: Justified Formatted: Left: 3.5 cm, Right: 2 cm, Top: 2.5 cm, Bottom: 3 cm, Footer distance from edge: 2.03 cm CHAPTER 1. INTRODUCTION Formatted: Justified, Indent: Left: 0 cm, Space Before: 0 pt, Tab stops: Not at 17.5 cm 1.1. Rationale Formatted: Font: (Default) Times New Roman, 14 pt 1.2. Literature review Field Code Changed 1.3. Aims of research Formatted: Font: (Default) Times New Roman, 14 pt, French (France) 1.4. Object of research Formatted: Font: (Default) Times New Roman, 14 pt 1.5. Scope of research Formatted: Font: (Default) Times New Roman, 14 pt 1.6. Thesis structure CHAPTER 2. THEORETICAL BACKGROUND 2.1. Some basic concepts 2.2. Value Proposition Design 2.2.1. Authors Introduction 2.2.2. Summary 2.2.3. The Value Proposition Canvas 2.2.3.1. Customer Profile 2.2.3.2. Value Map 2.2.3.3. Fit 2.2.4. Value Proposition Design 2.2.4.1. Prototyping Possibilities 2.2.4.2. Starting Points 2.2.4.3. Understanding Customers 2.2.4.4. Making Choices 2.2.4.5. Finding the Right Business Model 2.2.4.6. Designing in Established Organizations CHAPTER 3. INTRODUCTION COMMERCIAL BANK ABOUT JOINT STOCK FOR FOREIGN TRADE OF VIETNAM AND OPERATION CENTER BRANCH. 3.1. Introduction of the JSC Bank for Foreign Trade of Vietnam 3.2. Introduction of the JSC Bank for Foreign Trade of Vietnam - Operation i Center Bran ch 3.3. SMEs Department at VCB-SGD CHAPTER 43: RESEARCH METHOD 34.1. Research strategy 34.2. Research Process 34.3. Data collection methods 34.3.1. Secondary Data collection method 34.3.2. Primary data collection method 43.4. Sample SeclectionSelection 34.5. Interview 34.6. Synthesize answers and Set up Value Proposition Canvas 34.7. Concentrate on 10 characteristic of Great Value Proposition Design 34.8. Propose solutions to improve Value map CHAPTER 45: RESEARCH RESULTS 4.1. Introduction of JSC Bank for Foreign Trade of Vietnam and Operation Center Branch 4.1.1. Introduction of JSC Bank for Foreign Trade of Vietnam 4.1.2. Introduction of VCB - Operation Center Branch 4.1.3. SMEs Department at VCB-SGD 54.21. Summarize interviewee‘s answer about ―Customer Profile‖Research Results 4.2.1. Customer Profile‖ 54.21.1.1. Customer Jobs 54.1.22.1.2. Gains 5.1.34.2.1.3. Pains 54.2.2. Summarize interviewee‘s answer about ―Value map‖ 54.2.2.1. Product and Service ii 54.2.2.2. Gain creators 54.2.2.3. Pain Relievers 54.2.33. Fit Map 54.2.44. Concentrate on 10 Characteristics of Great Value Proposition 54.2.55. Solutions for enhancing customer satisfaction on credit services for SMEs at SGD- VCB 4.2.5.1. Reduce processing time 4.2.5.2. Building professional communication skills with customers 4.2.5.3. Proposals on credit policies for VCB head office CHAPTER 56: CONCLUSION, LIMITATION, IMPLICATION Formatted: Font: (Default) Times New Roman, 14 pt, French (France) 65.1. Conclusion 65.2. Limitation Formatted: Font: (Default) Times New Roman, 14 pt 65.3. Implication REFERENCES APPENDIX A APPENDIX B iii ABBREVIATION Formatted: 1, Left, Space Before: 0 pt, Line spacing: single Formatted: Justified Formatted: Justified, Space Before: 0 pt VCB JSC Bank for Foreign Trade of Vietnam Formatted: Justified, Indent: Left: 0 cm, Space Before: 0 pt JSC Bank for Foreign Trade of Vietnam – Operation Center Formatted Table Branch Formatted: Font: (Default) Times New Roman, 14 pt SMEs Small and medium enterprises Formatted: Justified, Indent: Left: 0 cm, Space Before: 0 pt VPD Value Proposition Design Formatted: Font: (Default) Times New Roman, 14 pt VP Value Proposition Formatted: Justified, Indent: Left: 0 cm, Space Before: 0 pt VCB-SGD Formatted: Font: (Default) Times New Roman, 14 pt Formatted: Justified, Indent: Left: 0 cm, Space Before: 0 pt Formatted: Font: (Default) Times New Roman, 14 pt Formatted: Justified, Indent: Left: 0 cm, Space Before: 0 pt i Formatted: 1, Space Before: 0 pt, Line spacing: single LIST OF TABLESFIGURES Formatted: Font: 14 pt Formatted: Font: (Default) Times New Roman, 14 pt Table 2.1: Six Techniques to Gain Customer Insights .......................... 272122 Table 2.2: 10 Characteristic of Great Value Proposition ....................... 292323 Table 2.3: Distinguish between improve and invent ............................. 302425 Formatted: 1, Left, Indent: Left: 0 cm, Space Before: 0 pt, Line spacing: single Formatted: Justified Formatted: Font: Not Bold Formatted: Justified, Indent: Left: 0 cm, Space Before: 0 pt, Line spacing: 1.5 lines Table 3.1: List of customers interviewed in flame of this research ....... 442937 Table 3.2: List of credit officer interviewed in flame of this research ... 453037 Table 4.1: Labor Force of VCB-SGD, as of June 2017......................... 513542 Table 4.2: Financial Indicators of VCB-SGD for the period 2012 – 2016 ............................................................................................................. 523643 Table 4.3: Share of profit before tax of VCB-SGD in the whole system of Vietcombank for the period 2012 – 2016 ............................................. 533744 Table 4.4: The implementation of business plans in 2016: ................... 553945 Table 4.5: Strengths and weaknesses of credit services for SMEs as suggested by credit officers .................................................................................. 644753 Figure 2.1 The relationship between service quality and customer satisfaction Formatted: Indent: Left: 0 cm, Tab stops: Not at 16.51 cm Formatted: Font: (Default) Times New Roman, 14 pt Figure 2.12: ―The Value Proposition Canvas‖ 24 Figure 2.23: ―Ad-libs value proposition template‖ 25 Figure 3.1: Organization Chart of VCB-SGD 28 Figure 43.1: Flowchart of research process 29 Figure 34.1: Organization Chart of VCB-SGD 28 Figure 5.14.2: ―Customer Profile‖ of credit service for SMEs at VCB-SGD 33 Figure 5.24.3: ―Value map‖ of credit service for SMEs at VCB-SGD 34 Figure 5.34.4: Value Proposition Canvas of credit service for SMEs at VCB1