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Title Page
Contents
ABSTRACT 12
CHAPTER 1. GENERAL INTRODUCTION 14
1.1. Reason for choosing this topic 14
1.2. Target Research 15
1.3. Object and Scope of Research 15
1.4. Research Methodology 17
1.5. Thesis Structure 18
ABSTRACT OF CHAPTER 1 18
CHAPTER 2. LITERATURE REVIEW 19
2.1. The service and service quality concept 19
2.1.1. The service concept 19
2.1.2. The service quality concept 20
2.2. Relationship between Service Quality-Customer Satisfaction 21
2.2.1. The definition of Customer Satisfaction 21
2.2.2. Relationship between Service Quality-Customer Satisfaction 22
2.2.3. The measurement model of customer satisfaction 23
2.3. The quality of banking services 25
2.3.1. Banking service 25
2.3.2. Classify banking service 26
2.3.3. Service quality of banking 33
2.4. Evaluation model of service quality of banking 36
2.4.1. Introduce SERVQUAL model 36
2.4.2. Components of quality service 38
2.4.3. SERQUAL scale 40
2.5. Research Model 43
2.5.1. Reasons for choosing 7 factors 43
2.5.2. The content of factors 44
ABSTRACT OF CHAPTER 2 49
CHAPTER 3. RESEARCH METHODOLOGY 50
3.1. Research process 50
3.2. Model and proposed hypotheses 52
3.3. Scale Construction 56
3.3.1. Calibrate scale 56
3.3.2. Assessment Scale 59
3.4. Research Methodology 60
3.4.1. The sample size 60
3.4.2. Analysis method 60
ABSTRACT OF CHAPTER 3 62
CHAPTER 4. ANALYSIS OF SURVEY RESULT 63
4.1. Introduction of DongA BANK-Thai Binh Branch 63
4.1.1. Credit Operations 65
4.2. Descriptive Statistic 70
4.3. Cronbach Alpha 72
4.4. Analysis factor 75
4.4.1. The independent variables 76
4.4.2. The dependent variable 80
4.5. Regression analysis 81
4.6. Testing the regression assumptions 84
4.7. Analysis variance 85
4.7.1. Gender 85
4.7.2. Component 87
4.7.3. Age 88
4.7.4. Time 89
4.8. Hypothesis testing 91
ABSTRACT OF CHAPTER 4 92
CHAPTER 5. CONCLUSIONS AND RECOMMENDATIONS 93
5.1. Conclusions 93
5.2. Recommendations 94
5.3. Limitations and suggestions for further research 96
ABSTRACT OF CHAPTER 5 97
REFERENCES 98
APPENDICES 102
[Table 2-1] SERVQUAL Scale 40
[Table 3-1] Operational definition 54
[Table 3-2] Formal research scale 57
[Table 4-1] Age Statistic 70
[Table 4-2] Gender Statistic 71
[Table 4-3] Statistics on client components 71
[Table 4-4] Time Statistic 72
[Table 4-5] Average value 72
[Table 4-6] KMO and Bartlett's Test value of independent variables 76
[Table 4-7] Total Explained Variance 76
[Table 4-8] MatrixaRotated Component value of independent variables 78
[Table 4-9] KMO and Bartlett's Test value of dependent variables 80
[Table 4-10] Total Explained Variance 80
[Table 4-11] MatrixaComponent 81
[Table 4-12] Model Summary 82
[Table 4-13] Results 83
[Table 4-14] Mean value 85
[Table 4-15] Independent Samples Test of Gender 86
[Table 4-16] Mean value 87
[Table 4-17] Mean value 88
[Table 4-18] Test of Homogeneity Variances of Age 88
[Table 4-19] ANOVA analysis for Age 89
[Table 4-20] Mean value 89
[Table 4-21] Test of Homogeneity Variances 90
[Table 4-22] ANOVA analysis for time 90
[Figure 2-1] The relational model of service quality-customer satisfaction Mackoy&Spreng (2000) 23
[Figure 2-2] Zeithaml&Bitner model (2000) American Customer Satisfaction Index model 24
[Figure 2-3] American Customer Satisfaction Index(ACSI) 25
[Figure 2-4] Gap model in service quality of Parasuraman 37
[Figure 3-1] Research process 51
[Figure 3-2] The proposed research model 52
[Figure 3-3] 5-point Likert scale 59
[Figure 4-1] Organizational chart of DAB-Thai Binh Branch 64
초록보기 더보기
It can be seen, in today's competitive environment, customers are decisive factors in the bank's existence. Banks earned interest and loyalty of our customers, the bank will win and grow. Business strategies directed at consumers are becoming leading strategic importance of the bank. How to give customers the best satisfaction is always the problem that the bank tried to make all his abilities. So check service quality, measurement of customer satisfaction is a regular activity, in recognition of the quality expectations of our customers and the quality which they perceive as beneficiary services that the Bank has provided in the present time.
The purpose of this study was to determine factors affecting on customer satisfaction in Dong A Joint Stock Commercial Bank-Thai Binh Branch and measure the degree of influence of the factors to customer satisfaction.
After literature review, experts were consulted to assess the applicability of the research instrument. A questionnaire-based method was used to collect data to verify the hypotheses. Data were collected from a convenient sampling of 401 customers in Dong A Bank.
Statistic packages of SPSS version 16.0 was used to test the hypotheses of the study. The results of this study, extracted through the analysis showed that: Empathy was the factor that most affected customer satisfaction in Dong A Bank.
Implications for academics and industry were discussed. Afterwards, recommendations of the research were also proposed.
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