TABLE OF CONTENTS DECLARATION I ABSTRACT II ACKNOWLEDGEMENTS III LIST OF ABRREVIATION IV LIST OF FIGURES V LIST OF TABLES VI TABLE OF CONTENTS VII INTRODUCTION 1 CHAPTER 1:LITERATURE REVIEW 4 1.1 Customer service 4 1.1.1Definition of customer service 4 1.1.2. Definition of customer service quality 5 1.1.3 Customer loyalty 5 1.1.4 Customer satisfaction 6 1.1.5. Factors affecting customer service in banks 7 1.2. Model to analyze customer services quality 12 1.2.1. Responsiveness 13 1.2.2. Empathy 14 1.2.3. Tangible 14 1.2.4. Staff 14 1.2.5. Transaction time 14 CHAPTER 2:THE STUDY 15 2.1. Introduction of Military Commercial Join Stock Bank 15 2.1.1. History and development of Military Commercial Joint Stock Bank 15 3.1.2. Introduction of MB Hoang Quoc Viet Branch 16 2.1.3. Products and services 16 2.1.4. Business performance of MB Hoang Quoc Viet Branch 18 2.2. Dimensions and attributes to be measure customer service in MB Hoang Quoc Viet Branch 19 2.3. Current customer service in MB Hoang Quoc Viet Branch 22 2.3.1. Customer’s evaluation on tangible dimension 22 2.3.2. Customer’s evaluation on empathy dimension 25 2.3.3. Customer’s evaluation on responsiveness dimension 27 2.3.4 .Customer’s evaluation on staff of MB Hoang Quoc Viet Branch 28 2.2.5. Customer’s evaluation on transaction time 31 2.3.4. General assessment of customer service quality as perceived by Military Bank customers 36 2.4. Summary of findings customer service in MB Hoang Quoc Viet Branch 37 2.4.1. Achievements 37 2.4.2. Shortcomings and causes 38 2.5. Solutions to improving customer service in MB Hoang Quoc Viet Branch 39 2.5.1. Building customer information system 39 2.5.2 Improving the quality of staff and building professional communication skills for staff at the branch 41 2.5.3 Enhancing behavior standards, customer service attitude for staff in the bank 44 CHAPTER 3:RECOMMENDATIONS 47 3.1 Customer service orientation of MB Hoang Quoc Viet Branch 47 3.1.1. Business orientation of MB 47 3.1.2 Customer service orientation of MB Hoang Quoc Viet Branch 48 3.2. Recommendations 49 3.2.1.Recommendations to the head- office of Military Commercial Join Stock Bank 49 3.2.2. Recommendations to the Government, the State Bank of Vietnam, and other related agencies 51 CONCLUSION 52 LIST OF REFERENCES 53 APPENDIX 1 55
- Kế toán bán hàng và xác định kết quả kinh doanh tại CPTMDV KT Thành Đạt
- Kế toán bán hàng và xác định kết quả bán hàng tại CT TNHH MTV TM Thanh Tùng
- Kế toán chi phí sản xuất và tính giá thành sản phẩm tại CTCP Vicem Bao bì Bỉm Sơn
Facing the difficulties and challenges in banking sector, MB wants to retain their customers and attract new customers. Therefore, improving the quality of customer service is an urgent task which arises in the branches of MB in general and MB Hoang Quoc Viet Branch particularly. For this reasons, the author would like to focus on topic “I
mproving customer service in MB Hoang Quoc Viet Branch”.
Organization of the study
The main body of the study is divided into 3 chapters as follows: Chapter 1: LITERATURE REVIEW The fundamentals of customer service in commercial banks Chapter 2: THE STUDY The situation of customer service in MB Bank- Hoang Quoc Viet Branch The solution of customer service in MB Bank- Hoang Quoc Viet Branch Chapter 3: RECOMMENDATION The recommendation for MB Hoang Quoc Viet Branch, MB Bank, State Bank of Viet Nam in order to improve the customer service in MB Bank – Hoang Quoc Viet Branch CHAPTER 1 LITERATURE REVIEW This chapter present a review of literature related to the research work as documented by authorities on customer service. It will cover the definitions of customer service, customer service quality, customer satisfaction and customer loyalty. It will also take a look into the SERVPERF MODEL to assess service quality dimension, customer service quality and some factors affecting customer service in banking sector.
1.1 Customer service
1.1.1Definition of customer service
There are numerous definitions of customer service in the literature and such definitions reflect different perspectives. 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) says 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. 1.1.2. Definition of customer service quality
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