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Figure 1.1: The relative importance of each service quality dimension

Figure 1.1: The relative importance of each service quality dimension

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Academy of finance


Graduation thesis

materials. It does not mean to ignore tangibles and only be focus on

reliability, service providers have to do both. But provider’s first and best

efforts are better spent making service reliability. Assurance

Assurance is the knowledge and courtesy of employees and their ability

to convey trust and confidence. This dimension can also be connected to the

functional quality. According to Zeithaml, Berry and Parasuraman (1990),

assurance is about competence, courtesy, credibility and security. Gronroos

(1993) describes those factors separately:

Firstly, Courtesy is about politeness, respect, consideration, friendliness

of contact personnel (including receptionist, telephone operators and so on).

Secondly, Competence is connected to the knowledge and skills of

contact, operational support personnel (and also research capability) that are

needed for delivering the service.

Thirdly, Credibility involves factors such as trustworthiness, believability

and honesty. It means to the level the company has the customers’ best

interest at heart. Factors that affect the credibility are the company name,

reputation, personal characteristics and the degree to which the hard sell is

connected to interactions with customers.

Lastly, Security means freedom from danger, risk or doubt. Factors

included are physical safety, financial security and confidentiality. In the

viewpoint of customers, service providers are expected to be the experts of

the service they are delivering. If a service provider is highly skilled, but they

cannot make the customers see that, the customers’ confidence in that

provider will be lower. And their assessment of that provider’s service quality

will have the same trend. Tangibles

Tangibles refer to the appearance of physical facilities, equipment,

personnel and communication materials. That means it deals with all that is

physically visible and touchable. Even though this is the least important

dimension, appearance matters, service providers still want to make sure

that their employees appearance, uniforms, equipment and work areas onsite (closets, service, offices, etc.) look good. The danger is for providers who

Doan ThiThuy


Academy of finance


Graduation thesis

can make everything look sharp and then fall short on reliability or


Grönroos (2007) mention that service quality can be divided into two

parts, functional quality and technical quality. Tangibles can be connected to

the functional quality (Grönroos, 2007). Empathy

According to Zeithaml, Berry and Parasuraman (1990), empathy is about

easy access, good communication and understanding the customers.

Grönroos (1983) describes those factors separately:

Easy access is connected to the approachability which means for

example: the operating hours and the location of the facilities are

convenient, the waiting times are short and also easy access by telephone,


Good communication is about keeping the customers informed in a

language they can understand and also listen to the customers. The company

may have to training the staff or adjust the recruitment policy to adapt to the

international environment.

Understanding the customers is about making an effort to understand

the customers which involves learning about specific requirements, providing

individual attention and recognizing also the regular customers. Responsiveness

Responsiveness means the willingness and readiness to help customers

and provide prompt service. It also means to respond quickly, promptly,

rapidly, immediately or instantly. This is the second important factor when

customers think about the service quality. This dimension can be connected

to the technical quality because the features are about how the service is

delivered. After reviewing relevant literature, a theoretical framework has

been established within which the actual study on the customer service at

Shinhan Viet Nam – BacNinh branch will be carried out. The service provided

by Shinhanis assessed against the dimensions of service quality: reliability,

assurance, tangibles, empathy and responsiveness.

1.3. The importance of customer service to commercial bank

1.3.1 Service quality

Doan ThiThuy


Academy of finance


Graduation thesis

Service quality involves a comparison of expectations with performance.

According to Lewis and Booms, service quality is a measure of how well a

delivered service matches the customers’ expectations. Parasuraman and

Berry (1985) viewed quality as “the degree and direction of discrepancy

between customers’ service perception and expectations”.

Generally, the customer is requesting a service at the service interface

where the service encounter is being realized, and then the service is being

provided by the provider and at the same time delivered to or consumers’

needs while remaining economically competitive at the same time. This

means that satisfying customers’ needs is very important for the enterprises

to survive.

1.3.2 Customer satisfaction

In recent years, most of enterprises have understood the importance of

customer satisfaction. It is necessary to define what customer satisfaction is.

According to Richard L. Oliver (1996) – “Satisfaction is a customer’s

fulfillment response. It is a judgment that a product or service feature, or the

product or service itself, provides a pleasurable level of consumption related

fulfillment”. While Philip Kotler claims that – “Satisfaction is a person’s

feeling of pleasure or disappointment resulting from comparing a product’s

perceived performance (or outcome) in relation to his experience.”

Customer satisfaction is defined as “customer satisfaction, or

dissatisfaction, is the feeling of a customer has about the extent to which

their experiences with an organization have met their needs”. It can be

understood that satisfaction is a function of perceived performance and

expectations. If the performance falls short of expectation, the customer is

dissatisfied. If the performance matches the expectations, the customer is

satisfied. And if the performance exceeds expectations, the customer is


In today’s competitive environment, every business is trying to attract

the customers by assuring highest degree of satisfaction. Satisfied customers

are the main determinants of success or failure of an organization’s business.

1.3.3 Levels of customer satisfaction

Customer satisfaction is the key to building the clientele of any business.

Doan ThiThuy


Academy of finance


Graduation thesis

The more you satisfy your customers, the more your business can grow.

According to Brian Tracy, one of America’s leading authorities on the

development of the human potential, customer service can be identified to

four levels which are achieved by providing corresponding levels of customer

service. The higher the level you achieve, the more customer loyalty you will

build and the greater your success will be. Level one - Meet customer expectations

At level one, a business meets its customers’ expectations. This is the

minimum requirement to simply stay in business in order to survive. At this

level, customers have no complaints about your products or services. They

are satisfied for the moments. But they are not loyal. If a competitor

demonstrates that it can and will do more than merely meet their

expectations, your customers will very quickly not use your products or

service anymore. They will become your ex-customers.

Moreover, finding another company sell the similar products with a

good customer service is not difficult in the current competitive

environment. If someone comes into your store expecting to purchase

something, the staff must provide good services and expertise to help in the

purchase in a reasonable amount of time, or the customer will get frustrated

and leave. If enterprises fail to meet their expectations, perhaps only one

time, they will leave and find someone else who will promise to offer them a

better service. Knowing what the customer expects is the first and possibly

most critical step in delivering good quality service. Being wrong about what

customers want can mean losing a client when another company gives the

right demand. Being wrong can also mean expending money, time and other

resources on things that do not count to the customers. Being wrong can

even mean not surviving in a fiercely competitive market. Therefore, at this

level, customers easily come to your company but they also easily go. Level two-Exceed customer expectations

The higher level of customer satisfaction is exceeding customer

expectations. It means that surprising your customers, going beyond what

they expected. Fast, friendly service, followed up by a phone call to make

sure everything is alright, might you put into this category. Once your

Doan ThiThuy


Academy of finance


Graduation thesis

customers understand your company’s customer service standards, they will

understand that your company has gone above and beyond its standard


Good customer service can set your company aside from competitors.

The second level is where you start to build customer loyalty. When service

happens faster than expected, or is better than expected, customers leave

your store pleased and are much more likely to return. They may even be

willing to pay a little bit higher prices. They second level of customer service

moves you beyond survival, building a measure of customer loyalty and

giving you an edge over your competitors. It can also increase your

profitability. Customers who experience the kind of service that exceeds their

expectations are often willing to pay for it, enabling the supplier to raise and

thus improve profit margins. Level three- Delight the customers

This level is where you show customers that you really care about them.

Putting you in touch with the spirit of what the clients want to accomplish is

the key of the value and principle of “customer delight”.

Customers who are serviced at this level are truly delighted. Not only

have the customers’ basic needs been met, or even exceeded, but also they

have truly been touched on an emotional level. And once customers have

enjoyed this experience, it will be very difficult for a competitor to attract

them. When you delight your customers, you are on the way to create a have

discovered a formula that goes beyond products and services. Their business

is providing delight to their customers by understanding their specific

personal interests, anticipating their needs, exceeding their expectations,

and making every moment and aspect of the relationship a pleasant.

To delight your customers is to show that how you care about them. It

will bring a smile to their face. The greater your services delight your

customers, the greater your services delight your customers, the greater

success you will enjoy in your business. Level four- Amaze the customers

“Amaze your customers” is the fourth level of customer service. It is

what will push your business into an expert level. Expending the effort to

Doan ThiThuy


Academy of finance


Graduation thesis

amaze customers can propel your business to new heights. By amazing them,

you give customers a compelling reason to patronize your business and

recommend it to their friends. It requires you, not just to meet or exceed

your customers’ expectations, not to simply delight them, but to truly amaze

them. The highest level of customer service is when you develop the habit of

amazing your customers: when you do something for them that is so

extraordinary, they want to run around and tell everybody they know. When

you are able to accomplish this on a regular basis, you will be in a position to

dominate the marketplace and achieve remarkable rates of revenue growth

and profitability.

1.3.4Relationship between service quality and customer satisfaction

“Service quality is the most important factor which impacts of customer

satisfaction.” (Cronin and Taylor, (1992); Yavas et al, (1997); Ahmad and

Kamal, (2002)). If the service provider gives customers the high quality

products to satisfy their demands, the enterprise initially makes customer


Therefore, service quality and customer satisfaction are closely

correlated with each other (positive relationship), in which service quality is

what is created first and then impacts on the satisfaction of customers. In the

study of the relationship between these two factors, Spreng and Mackoy also

show that service quality is the premise of customer satisfaction.

Doan ThiThuy


Academy of finance


Graduation thesis

Quality expectation

Needs being met

Service quality

Perceived quality

Needs not being met

Customer satisfaction

Quality expectation

Figure 1.2 Relationship between service and customer satisfaction(Spreng

and Mackoy, 1996)

Doan ThiThuy


Academy of finance


Graduation thesis



2.1 Research question

1. How does of customer service influence customer satisfaction at

Shinhan bank- BacNinh branch?

2. How can Shinhan bank improve customer service?

2.2 Research methodology

The study reviews associated literature to create framework for the

study. This study also uses questionnaire survey, interview and observation

to collect data for analyzing.

The data collected was analyzed using frequency tables and

percentages. Responses were analyzed with excel. Discussion of results were

made in relation to the research questions

2.3 Data analysis and discussion

In this part, analysis and discussion of the results from data collected

will be looked at . Raw data was analysed using SPSS, excel to arrive at

frequency tables and percentages.

2.3.1 Data analysis

How satisfied a customer is depends on the quality of service received

by the customer. Gap analys is model by Ziethamlet. al,.(1988) and Groonros

(2000) is often used to determine the quality of service.

The gap is often between the perception of customers and their

expectation, which will eventually determine whether they are dissatified,

satisfied or excited.

Those customers who are satisfied or excited have a very high

percentage of being retained and eventually will become loyal at the end.

The sample size was 90 however, 80 of the questionare were answered.

70 of which were customers and 10 were staff of Shinhan bank BacNinh


2.3.2 Responses from customers

Responses from customers are in two parts, the first part reveals the

perception that customers have about the services offered in the Shinhan

bank BacNinh and the second part deals with strategies that the bank has

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Figure 1.1: The relative importance of each service quality dimension

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