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Figure 1. Data collected on the level of customer satisfaction with customer service at Agribank Ha Tinh Branch
following result in customer service. Firstly, Agribank brand’s name has been
confirmed in customer’s mind for many years because the bank always
provides high quality products with suitable price. Therefore, this bank has a
large number of customer’s loyalty. They are willingness to recommend this
bank to others. Secondly, majority of customers expressed their satisfaction
with the overall service they received from the bank, especially regarding to
Tangibility, Assurance and Reliability dimension. A third achievement is that
number of product’s bank is diverse which is able to meet customer’s needs.
In addition, the bank always effort to launch new products each years.
Another achievement is that the hotline of the bank is effective in providing
information primarily to customers but also employees. It helps customers to
access information about bank’s product, changes in interest rate, exchange
rate and et al. Finally, the bank has good reputation in Ha Tinh Province
because this bank usually enjoys various social welfare programs.
Besides the achievements mentioned above in customer service,
Agribank Ha Tinh Branch still exists some limitations.
Firstly, the bank had not fulfill the customer satisfaction with regard to
Empathy, Responsiveness and some attributes in the other dimensions.
Responsiveness: this is the factor which gets the lowest mark for
customer satisfaction at customer views. Customers are not happy with some
attributes in Responsiveness dimension such as: the speed of dealing with
problem is lately, employees are lack of patient to listen customer’s complain.
Reliability: this is factor which gets the positive score gap. However, it
still exist one limitation: the bank does not provide service at the time they
promise to do so. Therefore, the time they have to wait the bank is longer than
that they are willing to spend.
Empathy: Although the Empathy dimension is appreciated, it has bad
sign: Customers usually complaint that some of staff do not understand how
the customers need and want.
Tangibility: customers are not satisfied with automatic bank machine. In
the survey, some customer expressed that ATMs are usually located in city
centre so when people in rural areas want to use it they have to go far.
Although all of ATMs at Agribank Ha Tinh Branch have security staff, some
ATMs have no doors, it still makes customer feel unsafe. Specially, in Tet
holiday and in the day which customers are paid salary, ATMs do not meet all
Secondly, the bank has not a system for handing complains. Therefore,
when it makes a mistake and offer poor service, it can not deal quickly with
Finally, some customers in focus group discussion had expressed that
they want to move their services to other bank because they are not happy
with customer service at this bank. Consequently, the bank will lose number
of customers in the future.
2.5.3. The major causes of customer dissatisfaction at Agribank Ha Tinh
There are two main causes for customer dissatisfaction at the bank:
subjective and objective cause.
22.214.171.124.1. Subjective causes
First, the bank has a large number of customers who need to use service
in a day. With the number of staff limited, they do not meet all their demand
at the same time. Second, bank’s staff work under high pressure, they have to
answer too much questions in a day that make them stress. Therefore, they
sometime ignore customer’s complain. Third,new staffs lack of experience
and patience, so they can not respond quickly all customer’s questions.
Another cause is thatpeople want to have more ATMs at popular place for
them to use ATMs service continently. Thus, the cost of installing ATM is
very expensive. Finally, at Tet holiday and the day which customer paid
salary, there are a lot of people want to use ATM service. Therefore, ATMs
can not meet their demand for withdrawing money
126.96.36.199.2. Objective causes
There are 4 factors leading objective cause. First of all, many customers
lack of knowledge about internet banking, bank’s service. Secondly,
customers do not take advantage benefits from hotline channel. Therefore,
they had asked too much question. That makes bank’s staff spend more time
to instruct for them. Finally, today, competition between banks growing all
time, other banks such as BIDV, Vietinbank launch new products and services
with lower price to attract customers.
CHAPTER 3: SOLUTIONS AND RECOMMENDATIONS
FOR IMPROVING CUSTOMER SERVICE AT AGRIBANK
HA TINH BRANCH
Ingenerally, Agribank Ha Tinh Bracnh gives a good customer service to
customers, but customer’s need is unlimited. Therefore, the branch should
have a good plan to improve the service quality with the aim to enhance
customer satisfaction. Base on the analysis above, I give some
recommendations for helping Agribank Ha Tinh Branch fulfill their
satisfaction as well as give the customer the best customer service.
Developing a system for handling customer’s complain
In American, people seen a complaint as a gift. Customer complaints can
give bank a wake-up call when they are not achieving their fundamental
purpose-meeting customer need. They are a feedbacks mechanism that can
help the bank shift product, service and market focus. Therefore, the bank
should apply this way to get better service. Firstly, the bank needs to have a
system for handing complaints. Besides, the bank needs to train service staff
to deal politely with customers. LEARN routine should be applied when
receiving customer’s complaints:
Listen: when the customer explains the problem, listen carefully and
repeat to check that you have understood. If he does not demand any action,
you will have to suggest a solution.
Empathise: If a customer is very angry about mistake, stay calm. Do not
get angry yourself. Show that you understand how the customer is feeling.
Dealing with customer’s complains often means solving that aren’t your fault
Apologise: sincerely convey to the customer your apology for the way the
situation has made them feel. This is not the time for preachy reason,
justification or excuses, you must apologize.
React: sometime you can not do exactly what the customer would you like to
do. In this situation, you have to say what you can do. You will give the
customer more confidence if you say: “I will”; not “I might” or “I can”.
Notify: Tell management about the problem.
Improving Responsiveness dimension of customer service at Agribank Ha
According to survey results as well as data analysis in previous chapter,
Responsiveness dimension is the factor which gets the lowest mark for the
customer’s satisfaction with customer service at the bank. Majority of
customers were not satisfied the willingness of staff to answer question and
the speed with which problems are dealt with. Therefore, I suggest some
recommendations to improve this situation.
A first way is to respond to customer’s needs promptly. If a problem
arises with a customer, respond quickly and calmly to resolve the matter. In
case, customer is irate, the bank employee should work to defuse the situation
and maintain the relationship. Another way is to improve the quality of bank’s
staff. Bank’s staff play an important role in the customer’s satisfaction with
the bank, because they are people who work directly with customers.
Therefore, most staff are trained to deal politely with customer. They need to
extend a friendly welcome when a customer arrives, then follows up with a
sincere thank you after bank service had been rendered. . In addition, they
should have training course from basic to advanced level about dealing with
customer’s complaints. The bank needs to build an equal reasonable policy on
rewards and penalties in order to improve the strict discipline in customer
service area, and to fulfill customer satisfaction.
Establishing more suitable price for bank’s service
As presented in chapter 2, customers in focus group discussion had
expressed that they do not want to continue to use services at the bank
because other banks (such as: BIDV, TP Bank, Vietinbank) are launching
new products and services, they feel that the cost of using them is better in
this bank. Base on complaint’s customers, I suppose some solutions to help
Agribank Ha Tinh branch chose the right price strategy to keep and attract
Firstly, pricing is really difficult to get right and the bank has to think
carefully about different factor. For example, ask: Who are your target
customers? What kind of product and service the bank is providing and what
bank’s customer are ready to spend to that product. Then the bank sets the
price to match. Secondly, look at the competition, the bank sees what bank’s
competitors are asking for the same kind of product and the bank sets its price
at about the same, or lower if the bank want to be competitive. By comparing
the price and fee with others banks service, the branch should carefully
estimate cost to give customers the best price and fee, so that customers will
feel that they are getting mores profit and preferences when using service at
Ha Tinh branch. A third method is that customers do not have to pay fee for
withdrawing money at any ATM of Agribank when using credit card of
Agribank. Another method is that this branch can offer customers some
special discount of service’s fee such as transfer service or payment method
by credit card, loan with low interest and et al. The bank can link with other
service to gain mutual benefit for both side and give customer the best price
with huge discount for 2 services at the same time. Finally, to attract and keep
customers, the branch should give incentives or preferences to long–term
customers who use the bank customer service for a long time as well as big
customers. By the way, the customer who received discount will be more
loyal to the branch.
Improving the quality of bank’s services
The present era of competition has witnessed various large banks like:
BIDV, Vietcombank, TP Bank. Ocean Bank. Therefore, Agribank Ha Tinh has
to set to an extent for technology improvement with product innovations.
Firstly, the bank should improve existing products and services. For
example, deposit: in order to attractive the saving of the customer, the bank
should provide every sort of facility and inspiration to them and collects the
scattered savings of the society. The bank should give a favorable for those
people who deposit their saving for a long time. Loan: The bank should
support people with low income in Ha Tinh province by providing loans with
low interest rate. Internet banking: the bank should ensure the system of
internet banking working effectively so that customers can promote their
account anywhere, anytime, removing the restriction imposed by the
geography and time. Credit card: An electricity card issued by the bank which
can allow bank clients access to their account to withdraw cash or pay for
goods and service at any time and all ATMs with the lowest fee. Besides, the
bank should use customer’s complaints about the quality of products and
services to find the limitation of product.
Secondly, when the bank had existing products and services with high
quality, the bank should focus on expanding market by launching new
products and services with new features. I suggest some steps which help the
bank successfully introduce its new products and service to market. One step
is to study on bank’s competition: The bank has to start by taking a serious
look at your competitors. Check out trade journals, competitor websites and
any other source of information on the products and services that you find.
Use this information to orient bank’s introduction towards the way in which
products is different and better than competition. Second step is to identify
bank’s target customer: Try to pinpoint the age, gender, occupation and social
economic background of your target customer. This customer is the type of
person that the bank should focus on when preparing to launch a new product.
Third step is to create a unique value position byimproving existing features
and add new features in new products . Another step is to get customers to test
new services: Test it with focus groups to determine their response to bank’s
promotion. And final step is to perform marketing strategy before the launch:
Create a public relation program. Ideas include allowing the press to review
bank’s product, writing articles to send to public media, giving interview, and
holding a launch event. The more opportunities the bank has to present its
product to the target market, the more people will know the product and
becoming interested in purchasing it.
Improving auto bank machine at Agribank Ha Tinh branch.
Although the bank has good facilities, majority of customers are
dissatisfied with Auto Bank Machine at the bank. Base on customer’s
complaints, I give some recommendations. First, automatic bank machine
should be equipped doors with full systems of light, electricity, so that
customers will feel safe when they make transactions. Second, auto bank
machines should be located at the popular places where customers can find
parking areas easily, so they do not have to worry about their vehicle when
transacting. And finally, In Tet holiday, the bank should support customers by
customers can withdraw money at the bank.
Developing marketing activities for the bank.
Agribank Ha Tinh branch should regularly conduct survey and research
about customer satisfaction and behavior. They should promote market
research: improving the system of collecting and processing information,
competitors, capable of analyzing, evaluate and process information quickly
and accurately in order to fully exploit the information collected. In addition,
the current channel information need to expand information channels such as:
extract information from the marketing company, learn about competitors.
Banks had better to carry out market research of customer needs. The
collection of accurate information will help to give accurate predictions and
plan an effective strategy. As a result, they will know the change in
customer’s demand, the strengths and weaknesses of customer service from
customers’ view. The bank can deeply understand their customers, and then
they will have clear plan to improve customer satisfaction.
4.1. Major findings of the study
Five dimensions of service quality of the bank were tested in the
study. The majority of customers had expressed their satisfaction with the
overall service that they received from the bank, especially regarding
dissatisfaction with the service dimensions of Responsiveness and Empathy
of the bank services. However, there were few customers who had felt overall
dissatisfied with the bank services.The result of the study call attention to the
need of bankers in identifying effective ways of closing service quality gaps
in order to remain competitive and there are still improvements to be made. In
addition, they can prioritize which gap to focus on. However, satisfying
clients is not an easy task. One of the ways to improve service quality would
be to introduce a complaints handing system in terms speed of response, and
understanding the customer’s specific needs. Making frequent surveys to
know about the customer’s perceptions and expectations and analyze whether
their aims have been achieved or not or relaxing banks closure hours would
also be means to enhance on customer service level.
4.2. Limitations of the study and suggestions for further study
The research mainly focuses on the customer satisfaction with customer
service in banking sector which is a broad term. Agribank Ha Tinh branch is
selected among the other banks. Customer expectation and customer
perception are subjective and are in a state of constant flux and change. The
finding is generalized to a given period, a pre-defined market and economic.
Therefore, the study has a certain limitations. The research is done in the