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  • 學位論文

使用多目標決策方法評估及改善越南銀行之服務品質

Using MCDM Method to Evaluate and Improve Customer Satisfaction in the Banking Industry of Vietnam

指導教授 : 劉建浩

摘要


Customer satisfaction has been one of the main concerns of banking activities. This has been driven by the stiff competition in the banking industry. Banks are striving hard to offer quality services and products in a bid to maintain existing customers and attract new ones as well. Many researchers agreed that investments incustomer satisfaction, customer relationships, and service quality lead to profitability and market share. Customer satisfaction and high-quality service often outcome in more repeat purchases and market share improvements. This research aims to evaluate customer satisfaction in the banking industry of Vietnam with many factors that affect to satisfaction of customer in Vietnam.The proposed method is using a hybrid MCDM model: a VIKOR technique based on combining DEMATEL and ANP for evaluating and improving customer satisfaction. Two questionnaires were designed for this study, included five dimensions: Interaction, price, access to the bank branches, bank location and layout, service features and divided into 26 criteria. The first questionnaire was used to determine the impact relationship between criteria and the second one was used to get their satisfaction levels with the banking services. Our results indicated that the most influential dimension is interaction, and the most important criterion is “tailored services to address customer needs”. The performance analysis shows that Techcombank is the best bank in terms of service quality. Finally, we provide some management implications for improvement.

關鍵字

Customer Satisfaction Service Quality MCDM DEMATEL ANP VIKOR

並列摘要


Customer satisfaction has been one of the main concerns of banking activities. This has been driven by the stiff competition in the banking industry. Banks are striving hard to offer quality services and products in a bid to maintain existing customers and attract new ones as well. Many researchers agreed that investments incustomer satisfaction, customer relationships, and service quality lead to profitability and market share. Customer satisfaction and high-quality service often outcome in more repeat purchases and market share improvements. This research aims to evaluate customer satisfaction in the banking industry of Vietnam with many factors that affect to satisfaction of customer in Vietnam.The proposed method is using a hybrid MCDM model: a VIKOR technique based on combining DEMATEL and ANP for evaluating and improving customer satisfaction. Two questionnaires were designed for this study, included five dimensions: Interaction, price, access to the bank branches, bank location and layout, service features and divided into 26 criteria. The first questionnaire was used to determine the impact relationship between criteria and the second one was used to get their satisfaction levels with the banking services. Our results indicated that the most influential dimension is interaction, and the most important criterion is “tailored services to address customer needs”. The performance analysis shows that Techcombank is the best bank in terms of service quality. Finally, we provide some management implications for improvement.

並列關鍵字

Customer Satisfaction Service Quality MCDM DEMATEL ANP VIKOR

參考文獻


Wu, L.M. (2007). The study of the brand image, perceived quality, brand loyalty and repurchase intention: Chinese meat process industry as an examples. Unpublished master thesis, Kun Shan University of Technology, Taiwan.
Al-Tamimi, H.A., Al-Amiri, A. (2003). Analyzing service quality in the UAE Islamic banks. Journal of Financial Service Marketing, Vol. 8, pp. 119-132.
Allred, A.T., Adams, H.L. (2000). Service quality at banks and credit union: what do their customers say?. International Journal of Bank Marketing, Vol.18, pp. 200-207.
Anderson, R.E. (1973). Consumer dissatisfaction: The effect of disconfirmed expectancy on Perceived Product Performance. Journal of Marketing Research, Vol.10, pp. 38-44.
Anderson, E.W., Sullivan, M.W. (1993). The antecedents and consequences of customer satisfaction for firms. Marketing Science, Vol.12, pp. 125–143.

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