Improving enterprise customers’ satisfaction to develop credit service of commercial banks in Thai Nguyen province, Vietnam

International Journal of Economics and Management Studies

© 2017 by SSRG - IJEMS Journal

Volume 4 Issue 11

Year of Publication : 2017

Authors : Ngo Thuy Ha, Pham Thi Minh Khuyen and Nguyen Thi Kim Huyen

10.14445/23939125/IJEMS-V4I11P102

How to Cite?

Ngo Thuy Ha, Pham Thi Minh Khuyen and Nguyen Thi Kim Huyen, "Improving enterprise customers’ satisfaction to develop credit service of commercial banks in Thai Nguyen province, Vietnam," SSRG International Journal of Economics and Management Studies, vol. 4,  no. 11, pp. 8-16, 2017. Crossref, https://doi.org/10.14445/23939125/IJEMS-V4I11P102

Abstract:

This article aims to help the Thai Nguyen commercial banking system to measure enterprise customers’ satisfaction and use these results to improve the satisfaction of enterprise customers in their business. The research contributes to the theoretical knowledge about the assessment of enterprise customers' satisfaction with credit services provided by commercial banks. A co-relational descriptive survey was used to investigate the prevalence of Image, Utility, Empathy, Assurance, Buying situation and Price with enterprises’ satisfaction with the credit service of commercial bank in Thai Nguyen province. The results of the research show that the factors proposed in the research framework have positive correlations with enterprises customer’s satisfaction, therefore, buying situation and empathy have the strongest correlation with enterprise customers’ satisfaction. This research also proposes a process to apply the results of enterprise customers’ satisfaction assessments to help commercial banks regularly evaluate their customer service.

Keywords:

Commercial bank, credit service, enterprise customers, satisfaction.

References:

[1] Andaleeb, S. S., & Conway, C. “Customer satisfaction in the restaurant industry: an examination of the transactionspecific model”, Journal of Services Marketing, 20(1), 3-11, 2006.
[2] Ahmad, J. and Kamal, N. “Customer satisfaction and retail banking: An assessment of some of the key antecedents of customer satisfaction in retail banking”, International Journal of Bank Marketing, Vol. 20, No. 4, pp. 146-61, 2002.
[3] Adamonienė, R.; Trifonova J. “The State Support for Small and Medium-Sized Companies: General and Practical Aspects of Lithuania”, Engineering Economics of Kauno Technology university, 51(1), pp.16-22, 2007.
[4] Andreassen, T. W. and Lindestad, B. “The Effects of Corporate Image in the Formation of Customer Loyalty”, Journal of Service Marketing, 1, pp.82-92, 1998a.
[5] Andreassen, T. W. and Lindestad, B. “Customer Loyalty and Complex Services, the Impact of Corporate Image on Quality, Customer Satisfaction and Loyalty for Customers with Varying Degrees of Service Expertise”, International Journal of Service Industry Management, 9, pp.7-23, 1998b.
[6] Calder, Bobby J., Lynn W. Phillips, and Alice M. Tybout, “Designing Research for Application”, Journal of Consumer Research, 8, 197-207, 1981.
[7] Cohen, J.W. Statistical power analysis for the behavioral sciences (2ndedition), Hillsdale, NJ: Lawrence Erlbaum Associates, 1988.
[8] Fornell, Claes. “A National Customer Satisfaction Barometer: The Swedish Experience”, Journal of Marketing, 56 (January), pp. 6-21, 1992.
[9] Paul Hague and Nick Hague, Customer Satisfaction Surveys & Research: How to Measure Customer Satisfaction. [online]. Available: https:// www.b2binternational.com/ publications/ customer-satisfaction-survey/.
[10] Herrmann, A., Xia, L., Monroe, K. B., & Huber, F. “The influence of price fairness on customer satisfaction: An empirical test in the context of automobile purchases”, Journal of Product & Brand Management, 16(1), 49-58, 2007.
[11] Holzinger, K. “Transnational common goods: Strategic constellations, collective action problems, and multi level provision”, New York: Pelgrave Macmillan, pp.26, 2008.
[12] Libby Rittenberg, Principles of Microeconomics, Flat World Knowledge, Inc., 2009.
[13] Mačerinskienė, I.; railienė, G.; rajangu, V. “Evaluation of Business finance Accessibility by demand-Side Indicators”, Conference Proceedings: 5th International Scientifc Conference “Business and Management 2008”, Vilnius, Lithuania, 2008, pp.235-241 [online]. Available: http://leidykla.vgtu.lt/conferences/ BUSANDMANA_2008/fin-engeneering/235-241-G-Art- Macerinskiene_railiene _rajangu.pdf>.
[14] Mačerinskienė, Irena and Skvarciany, Viktorija, “The Evaluation of Business Enterprises’ Trust in Banks. KSI Transactions on Knowledge Society: a Publications of the Knowledge Society Institute”, V - International Science Conference “Knowledge society”, VI - International Science Conference for Young Researchers “Technical Science and Industrial Management”, Sofia: Knowledge Society Institute, ISSN 1313-4787, 5(3), pp. 5-11, 2012.
[15] Madill, J. J.; Feeney, L.; Riding, A.; Haines Jr, G. H. “Determinants of SME Owners’ Satisfaction with Their Banking Relationships: A Canadian Study”, International Journal of Bank Marketing, 20(2), pp.86-98, 2002.
[16] Martensen, A., Grønholdt, L. and Kristensen, K. “The Drivers of Customer Satisfaction and Loyalty, Cross-Industry Findings From Denmark”, Total Quality Management, 11, pp.8544-8553, 2000.
[17] Martilla, J. and James, J. “Importance-Performance Analysis”, Journal of Marketing, 41(1), pp. 77-79, 1977.
[18] Morley, Roy, Customer based antecedents of satisfaction and dissatisfaction in business to business service, PHD dissertation, University of Western Ontario, Canada, 2004.
[19] Nigel Hill, Jim Alexander, The Handbook of Customer Satisfaction and Loyalty Measurement, Gower Publishing, Ltd., 3rd ed, Jan 1, 2006.
[20] Oliver, R.L. “A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions”, Journal of Marketing Research, 17(4), pp.460-469, 1980.
[21] Oliver, R.L. “Cognitive, Affective, and Attribute Bases of the Satisfaction Response”, Journal of Consumer Research, pp. 418-430, 20 (December), 1993.
[22] Parasuraman, Zeithaml, & Berry, “A Conceptual Model of Service Quality and Its Implications for Future Research”, Journal of Marketing, 49, pp.41-50, 1985.
[23] Parasuraman, A., Zeithaml, et al, “Servqual: A multiple –Item scale for measuring consumer perceptions of service quality”, Journal of retailing, 64, pp.12-40, 1988.
[24] Parasuraman, A., Zeithml, V. A. and Berry, L. L., “Delivering Quality Service: Balancing Customer Perception and Expectations”, The Free Press, New York, pp.226, 1990.
[25] Ngo Thuy Ha, Nguyen Truong Giang, Nguyen Thi Kim Huyen, “Assessing the satisfaction of enterprise with commercial banking services – an theor approach”, Journal of Science and Technology – Thainguyen University, 145(15), pp. 135-141, 2015.
[26] Nguyen Dinh Tho, The scientific method in business research, Social labour Publishing House, Ho Chi Minh city, 2013.
[27] Salant, P. and Dillman, D. A. How to Conduct Your Own Survey, New York: Wiley, 1994.
[28] Souca Maria Luiza, “SERVQUAL-Thirty years of research on service quality with implications for customer satisfaction”, In I. Plăiaş (Ed.), R. Ciornea (Ed.), International Conference “Marketing from Information to Decision”, 4th Edition ISSN 2067-0338, pp.420–429, 2011.
[29] Viktorija Skvarciany, “Small and medium – sized enterprises’ satisfaction with banks’ business – oriented services”, Social Transformations in Contemporary Society, (2), pp.15-23, 2014.
[30] Wilson A., Zeithaml V.A., Bitner M.J., Gremler D.D. Services Marketing, McGraw-Hill Education, 2008.
[31] Zeithaml, V.A. “Consumer perceptions of Price, quality and Value: A meansend model and synthesis of evidence”, Journal of Marketing, 52(3), 2-22, 1988.