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Improving Customer Service In Military Commercial Join Stock Bank – Hoang Quoc Viet Branch

Name : Nguyễn Chúc Quỳnh CQ50/51.04

Topic: “Improving customer service in Military commercial join stock bank – Hoang Quoc Viet Branch.

CHAPTER 1: LITERATURE REVIEW This chapter related a review of literature related to the research work as documented by authorities on customer service.

  • Tăng cường quản lí thu ngân sách xã trên địa bàn huyện Thái Thụy, tỉnh Thái Bình
  • Tổ chức công tác kế toán tài sản cố định tại Tổng Công ty Thăm dò Khai thác Dầu khí (PVEP)
  • Nhu cầu vay trả góp trong nền kinh tế, từ nhu cầu phát triển của mỗi ngân hàng

It will cover the definitions of customer service, the definitions of customer service quality, definitions of customer satisfaction, definitions of customer loyalty. It will also take a look into the SERVQUAL MODEL to assess  service quality dimension, customer service quality and some factors affecting customer service in banking sector.

1.1 Customer service

1.1.1 Definition of customer service

According to Wikipedia “Customer service is the provision of service to customers before, during and after a purchase. Accordingly, it may vary by product, service, industry and individual customer. The perception of success of such interactions is dependent on employees “who can adjust themselves to the personality of the guest”. According to Paul Mckinney (2015), Customer service is the act of taking care of the customer’s needs by providing and delivering professional, helpful, high quality service and assistance before, during, and after the customer’s requirements are met. Christine Johnson (2006, p.102) said that good customer service means providing product and service which has high quality, answering queries, making customer easy to purchase goods and delivering on time. According to consultant Sudhir Andrews (2007, p.198), customer service not only satisfies a customer but also reflects the professionalism of the organization as the result of building its image. He believed that good customer service can build trust and customer loyalty. Employees can also get rewards and develop the friendship with customers if they provide good services.

In general, Customer service relates to the service provided to customers before, during and after a purchase.

Some characteristics of good customer service include: Promptness: Promises for delivery of products must be on time. Delays and cancellations of products should be avoided. Politeness: Politeness is almost a lost art. For any business, using good manners is appropriate whether the customer makes a purchase or not. Professionalism: All customers should be treated professionally, which means the use of competence or skill expected of the professional. Professionalism shows the customer they’re cared for. Personalization: Using the customer’s name is very effective in producing loyalty. Customers like the idea that whom they do business with knows them on a personal level. 1.1.2. Definition of customer service quality According Parasuraman, Zeithaml and Berry (1985), the quality of service is the customer’s perception of service has generated a good level of customers’ previous expectations. Also according to Parasuraman, the expectation in service quality is the desire of the customer, which means they feel the right provider will perform and not perform the service requested.

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