INTRODUCTION
BACKGROUND
Vietnam's young population and rapid urbanization create a significant demand for accommodation, particularly in major cities like Ho Chi Minh City and Hanoi Each year, thousands of migrants relocate to these urban centers for work and education, with only a small percentage returning to their hometowns Recent studies predict that by 2020, the urban population will reach 70 million, with a substantial proportion of young individuals in Ho Chi Minh City and Hanoi driving the demand for housing even higher This increasing need is further supported by a rise in construction projects aimed at meeting the growing accommodation requirements.
Ho Chi Minh City and Hanoi exemplify the growing demand for urban living space in Vietnam, where the average living area per person is significantly below the global standard In 2009, the average urban living area in Vietnam was just 12.5 m² per person, with Hanoi at a mere 8 m², making it the lowest in the country, while Ho Chi Minh City offered slightly more at 13.6 m² To address this shortfall, the Construction Ministry aims to raise the average living area to 12 m² in Hanoi and 14 m² in Ho Chi Minh City, necessitating the construction of 30-32 million m² of living space annually Consequently, mortgage loans are becoming increasingly vital for urban residents, as most individuals cannot afford to buy homes—whether houses, flats, apartments, or penthouses—without financial assistance.
A mortgage loan is a secured loan backed by real property, documented through a mortgage that encumbers the property as collateral While the term "mortgage" is commonly used to refer to a mortgage loan, it has significant historical importance in the Vietnamese banking sector In recent years, the mortgage market has experienced rapid growth, particularly in major cities like Ho Chi Minh City and Hanoi.
In 2009, Le Xuan Nghia, Vice President of the National Finance Supervisor Committee, reported that banking capital invested in Vietnam's real estate market reached approximately VND 200,000 billion (USD 10.1 billion), accounting for 14.5% of total banking loans and 11.76% of the economy, with Ho Chi Minh City and Hanoi holding 51% and 14.5% respectively Recently, competition in mortgage lending has intensified, prompting banks to seek differentiation through product offerings and services However, these strategies are often quickly imitated and may not effectively meet customer needs Therefore, the key to success for banks in the competitive mortgage lending landscape is to deeply understand their customers and build trust, as customer satisfaction has emerged as the critical factor in mortgage competition, particularly in Ho Chi Minh City.
PROBLEM STATEMENT
The rapid growth of Vietnam's banking industry has paralleled the country's economic development over the past 20 years, particularly following the renovation and reform period A key highlight of this progress has been the relaxation of market entry restrictions, which has significantly transformed the banking landscape.
The banking sector in Vietnam has evolved significantly since 1991, now featuring a diverse landscape that includes five state-owned commercial banks, thirty-nine joint stock commercial banks, forty foreign bank branches, five wholly foreign-owned banks, five joint venture banks, and two development and policy banks The influx of foreign banks has transformed the industry, as they not only focus on wholesale banking but also offer various retail products Notable foreign banks like HSBC, ANZ, Standard Chartered Bank, and Commonwealth Bank of Australia are actively targeting the retail market, with mortgage products being a key focus due to their potential in Vietnam.
ANZ was one of the first foreign banks setting up business in Vietnam with the first branch in
In 1993, Ha Noi City welcomed the first English-speaking bank in Vietnam, ANZ, which expanded to Ho Chi Minh City in 1996 and later to Can Tho Province in 2004 After 15 years of operation, ANZ obtained a license for 100% foreign capital in October 2008, significantly enhancing its long-term growth potential in Vietnam Starting with just 28 employees, ANZ now boasts over 400 staff and multiple branches in both Ho Chi Minh City and Ha Noi Aiming to become the leading foreign bank in Vietnam, ANZ has shifted its focus from wholesale banking to retail lending, offering a diverse product portfolio that includes auto finance, credit cards, and notably, mortgages Launched in late 2007, the mortgage segment has rapidly expanded, serving over 2,300 customers by December 2010.
Despite receiving numerous accolades such as “The Best Retail Bank in Vietnam” and “The Most Favorite Bank,” ANZ lacks official research on customer satisfaction regarding its services Understanding the key factors that influence customer satisfaction and identifying areas for improvement in mortgage service quality is crucial, especially in the face of increasing competition in mortgage lending Consequently, effectively managing customer satisfaction is essential for the bank's management to ensure they are meeting customer needs and expectations.
This study, titled "Determinants of Customer Satisfaction on Mortgage Credit Service: A Case Study of ANZ," aims to identify the key factors influencing customer satisfaction with mortgage services By analyzing these determinants, the research provides valuable insights and recommendations for enhancing customer satisfaction management within the bank.
RESEARCH QUESTIONS AND OBJECTIVES
- How satisfied are customers who are using mortgage lending service of ANZ?
- What determinants effecting customer’s satisfaction on ANZ’s mortgage lending service?
- How can these determinants be evaluated and influenced to customer’s satisfaction?
- What solution and recommendation to ANZ to improve customer’s satisfaction on mortgage loan?
- To study about the importance of customer satisfaction on mortgage product
- To analyze satisfaction level of customer on mortgage product of ANZ
- To study the effect of main determinants on customer’s satisfaction on mortgage lending service at ANZ
- To give out appropriate comments and recommendation to improve customer satisfaction on mortgage product of ANZ
RESEARCH METHODOLOGY
Necessary data and information for this study could be collected from two main sources:
The research methodology involves conducting in-depth interviews and discussions with key personnel at ANZ, including the Head of Mortgage, Regional Manager, and Customer Lending Managers, alongside gathering customer feedback from mortgage transactions This feedback will be collected through a survey questionnaire distributed via various channels such as telephone, email, fax, postal mail, and face-to-face interviews The primary focus will be on face-to-face surveys to maximize customer insights and feedback.
Secondary data sources include statistical reports from the General Bureau of Statistics, annual reports from The State Bank of Vietnam and ANZ, and ANZ's statistics on mortgage lending Additionally, relevant articles, newspapers, books, and websites provide valuable insights and context for understanding these economic and social figures.
SCOPE AND LIMITATION
As limited on time and resource, the study focuses in individual customers having mortgage transactions with ANZ in Ho Chi Minh City and Ha Noi City.
THE STRUCTURE OF THE STUDY
LITERATURE REVIEW
OVERALL ON CUSTOMER SATISFACTION IN
1.6 THE STRUCTURE OF THE STUDY
This chapter includes the research rationale, the problem statement, research questions, research objectives and research methodology
This chapter gives an overview on relevant theories Based on that, the final research model and hypotheses was developed
This chapter describes the operational process of this research in order to approach target respondents and find out the required data
Chapter 4: Data analysis and findings
This chapter outlines the results derived from data processing and analysis Ultimately, model and hypothesis tests were performed to validate their applicability in predicting behavioral intentions, aligning with the research objectives.
This chapter summarized not only the main findings and implications but also the possible limitations and further research suggestions
Satisfaction encompasses various meanings, primarily revolving around themes of contentment and happiness, relief from stress, and the successful achievement of goals Respondents indicated that feeling satisfied often stems from a positive outcome and a hassle-free experience.
Customer satisfaction is defined as the overall attitude of a customer towards a service provider, reflecting their emotional response to the gap between expectations and actual experiences It encompasses the fulfillment of needs, goals, or desires and is influenced by the extent to which a provider's services meet customer expectations After using a product or service, customers evaluate their experiences against their pre-purchase expectations; satisfaction occurs when the perceived service meets or exceeds these expectations, while dissatisfaction arises when the service falls short.
Customer satisfaction is a crucial concept for marketers and consumer researchers, as it significantly impacts marketing outcomes and connects various stages of consumer buying behavior Recognized as a key factor, customer satisfaction plays an essential role in shaping consumers' future purchase intentions.
Customer satisfaction plays a crucial role in driving repeat purchases and encouraging customers to explore line extensions Satisfied customers are more inclined to share their positive experiences, leading to valuable word-of-mouth advertising This form of promotion is especially effective in collectivist Asian cultures, where social relationships are prioritized and enhanced through shared experiences.
1987) Dissatisfied customers, on the other hand, are likely to switch brands and engage in negative word of mouth advertising
Customer satisfaction is crucial for success in today's competitive business landscape, as it has become a primary corporate objective for many companies aiming to enhance the quality of their products and services To build a sustainable business, firms prioritize ensuring customer satisfaction during all interactions and actively seek ways to improve the customer experience By implementing initiatives focused on enhancing service delivery, businesses can significantly boost customer satisfaction levels.
2.2 OVERVIEW OF CUSTOMER SATISFACTION IN MORTGAGE LENDING
Banking is a service industry where customer satisfaction has been the research focus (Holliday,
The banking industry is facing intense competition, not only from other banks but also from non-bank financial institutions As traditional product differentiation becomes increasingly challenging, banks are finding it difficult to stand out, given the minimal variations in interest rates and product offerings Consequently, many banks are shifting from a transactional marketing approach to a relationship-based strategy that emphasizes the lifetime value of customers By focusing on service quality and customer satisfaction, banks aim to gain a competitive edge in a crowded marketplace This trend is particularly evident in retail banking, especially in the mortgage lending sector, which is often perceived as intimidating to customers This research specifically examines mortgage lending within Vietnam's retail banking landscape.
DETERMINANTS OF CUSTOMER SATISFACTION IN
Understanding customer satisfaction is a complex challenge, as the workings of the customer’s mind remain a mystery Numerous studies, including research by Berry and Brodeur, have explored the key factors influencing customer satisfaction.
Between 1990 and 1998, ten "Quality values" were identified as key influences on satisfaction behavior, later expanded by Berry in 2002 into the ten domains of satisfaction: Quality, Value, Timeliness, Efficiency, Ease of Access, Environment, Inter-departmental Teamwork, Frontline Service Behaviors, Commitment to Customers, and Innovation These factors are crucial for driving continuous improvement and measuring organizational change, often serving as the foundational framework for integrated satisfaction measurement models.
In 1996, McDougall and Levesque identified key determinants of customer satisfaction in retail banking, highlighting the importance of service quality—encompassing core, tangible, and relational aspects—and service price Their findings indicate that customer satisfaction is influenced by socio-demographic factors such as age, gender, education, and occupation, as well as the customer's banking expertise This relationship between socio-demographic factors and satisfaction was also supported by Bettman and Park's research in 1980.
This study investigates customer satisfaction in mortgage lending, a crucial aspect of retail banking, using a conceptual framework based on established models of customer satisfaction in the sector.
The literature reveals ongoing debate regarding the difference between service quality and customer satisfaction Proponents of the service quality perspective argue that satisfaction serves as a precursor to service quality, indicating that positive experiences in individual transactions significantly influence overall service quality perceptions.
The relationship between customer satisfaction and service quality is crucial, with the satisfaction school positing that evaluations of service quality shape overall attitudes towards the service, termed satisfaction This strong connection underscores the importance of measuring quality in research focused on customer satisfaction (East, 1997).
A 1992 study by Leeds revealed that enhancing service quality and professional behaviors, such as formal greetings, significantly boosts customer satisfaction and lowers attrition rates In the banking sector, service quality is crucial for customer satisfaction and encompasses various factors, including convenience, reliability, service offerings, and the competence of the staff providing the service.
Core of the service and the relational of process aspects are two dimensions of service quality which are suggested by most of empirical evidence and theoretical arguments (Grửnroos, 1985;
Research by McDougall and Levesque (1996), Morgan and Piercy (1992), and Parasuraman et al (1991b) indicates that while the number of service dimensions may vary by context, core service and relational dimensions consistently emerge as foundational elements The core dimension encompasses critical aspects such as reliability, focusing on service outcomes, while the relational dimension includes tangibles, responsiveness, assurance, and empathy, which pertain to the service delivery process (Parasuraman et al., 1991a) This distinction highlights the importance of both service quality and customer interaction in achieving overall service excellence.
The intangible nature of services can make it challenging for customers to assess service quality, often leading them to rely on tangible elements like the physical environment and layout (Leggand Baker, 1996; Bitner, 1990) In this context, brand reputation emerges as a crucial competitive advantage, prompting many financial services to adopt branding strategies to distinguish themselves in the marketplace.
Branding plays a vital role in the banking sector, where institutions often provide similar products To effectively differentiate themselves, banks must possess a deep understanding of their customers' values, attitudes, needs, and perceptions regarding their services, as well as the overall image that customers associate with the bank.
In today's competitive financial landscape, banks must effectively cultivate and manage their brand image to distinguish themselves from rivals With advancements in technology, globalization, and greater consumer mobility, customers now have more options than ever for their banking needs, significantly altering their banking experiences.
Alvarez (2001) argues that in today's market, relying solely on logic is insufficient to market intangible products or services, particularly to skeptical consumers; instead, appealing to emotions and creating a strong image are essential for influencing audience perception Additionally, Marthur (1988) and Gronroos (1984) highlight the importance of image as a means to differentiate products Research indicates that a convenient bank location significantly shapes customer performance expectations, allowing for easier and more frequent interactions with their banks (Levesque and McDougall, 1996) Moreover, accessibility complements convenience, further facilitating customer engagement with banking services (Levesque and McDougall).
1996) For the purpose of current study, convenience and accessibility are treated as part of the tangible dimension of service quality
According to Abratt and Russell (1999), customers consider several key factors when selecting a bank, including the range of services offered, as well as the rates, fees, and prices charged Research by David et al (2006) suggests that while superior service is important, competitive pricing is equally, if not more, crucial for customer satisfaction.
Today's bank customers are well-informed and can easily compare competitive products due to the abundance of information available through various channels, including communication with peers, brochures, television, and the internet As a result, they are increasingly influenced by bank pricing policies, prioritizing low borrowing interest rates and minimal service fees Additionally, customers are more likely to switch to another bank when they perceive only minor differences between products and services, reflecting a shift in loyalty compared to the past.
In mortgage lending, service pricing encompasses the interest rates and associated fees While bank pricing is significantly influenced by market conditions, even a slight difference in rates compared to competitors can be noticed and valued by customers, leading to increased satisfaction.
RESEARCH MODELS AND RESEARCH HYPOTHESES
Customer satisfaction is a complex topic, particularly in the mortgage lending industry, where understanding its parameters and measurement is crucial Research in retail banking often utilizes the SERVQUAL and RATER models, developed by Zeithaml, Parasuraman, and Berry, to qualitatively assess customer satisfaction These models have gained widespread acceptance among service delivery organizations for their effectiveness in exploring customer satisfaction metrics.
In 1996, McDougall and Levesque developed an effective model for identifying the key determinants of customer satisfaction in retail banking Their research incorporated factors such as service price and service quality, which encompasses core, tangible, and relational elements previously identified in SERVQUAL studies The model is outlined in the following chapter.
Figure 2.1 Conceptual framework proposed by Mc Dougall and Levesque (1996)
Source: Mc Dougall and Levesque (1996)
A study by Jamal and Naser (2002) identified core, relational, and tangible dimensions of service quality as key factors influencing customer satisfaction Additionally, they highlighted that a customer's expertise negatively impacts satisfaction levels This concept aligns with earlier research by Bettman and Park (1980) and Oliver (1980), which noted that individual consumer differences can moderate the effects of evaluated criteria on performance expectations.
Figure 2.2 The conceptual framework proposed by Naser and Jamal (2002)
A recent study in Vietnam conducted by Nguyen Dinh Tung in 2009 focused on the determinants of individual customer satisfaction at Maritime Bank, specifically among customers with current and savings accounts The research identified four key independent variables that impact customer satisfaction: Core Dimension, Relational Dimension, Tangible Dimension, and Competitive Price Additionally, the study examined how socio-demographic factors and customer expertise influence these determinants, providing a comprehensive model of customer satisfaction in the banking sector.
Figure 2.3 The conceptual framework proposed by Nguyen Dinh Tung (2009)
RESEARCH METHODOLOGY
QUALITATIVE RESEARCH STAGE
Building on previous studies by Naser and Jamal (2002) and Levesque and McDougall (1996), the initial determinants for the model were established Prior to implementing these items in the research, a questionnaire was developed to seek insights from banking experts This questionnaire included a mix of tentative and open-ended questions, enabling the identification of key factors while also allowing participants to share their own suggestions and perspectives.
The interview was conducted with experts who have had at least five years of experience in banking industry Moreover, they specialize in customer service such as Customer Lending
In a recent survey involving 15 participants, various roles such as Manager, Business Development Manager, and Customer Lending Assistant were examined, all of whom play a crucial role in ensuring customer satisfaction The research model and criteria were further clarified through face-to-face discussions with experts, leading to necessary amendments in the questionnaire for improved clarity and organization.
3.1.1 General result of the survey
Experts' insights were gathered to establish a comprehensive framework consisting of five key determinants, which are further divided into 21 specific items Each item was evaluated using a two-point scale of Agree or Disagree Determinants and items receiving over 50% agreement were selected for further investigation The overall findings are summarized as follows.
Table 3.1: General result of agreement on selected factors
No Determinants Number of agreement Percentage Investigated or Not
With all agreement percentage more than 50%, all selected five factors were taken into investigation In which, customer expertise got less agreement than the other ones
3.1.2 Result on Core Dimension determinant
There are five suggested items of Core dimension to get experts’ idea and the result is as follows Table 3.2: General result of agreement on Core dimension factor
No Items No of agreement Percentage
1 The bank provides mortgage lending products as announced 15 100%
2 The bank provides mortgage lending products within the committed time 15 100%
No Items No of agreement Percentage
3 The bank should show sincere interest in handling customer’s issues 15 100%
4 The bank’s staff perform the service properly at the first time 15 100%
5 The bank’s staff has knowledge and skill to explain clearly to customer about mortgage lending products 15 100%
Banking experts all think that all the five items of Core dimension factor are necessary for research From the above result, all of them are taken into further investigation
3.1.3 Result on Relational Dimension determinant
Five items are taken into the election and result is displayed as below
Table 3.3 General result of agreement on Relational dimension factor
No Items No of agreement Percentage
1 Time of the bank transaction is convenient for customer 15 100%
To streamline the lending process, only two essential documents are required from the bank, making it less cumbersome for customers This efficiency means that borrowers do not need to visit the bank multiple times throughout their loan application, simplifying their experience.
3 The bank shows its care to each customer Bankers know clearly about customer’s need and ready to consult customer the most suitable product 15 100%
4 The bank gives additional service (insurance for the mortgaged property, consult about the to-be- purchased property) 15 100%
5 The bank brings the safe, trust and comfortable feeling to customers 15 100%
Banking experts unanimously agree that all five items of the Relational Dimension factor are significant for research, as evidenced by a 100% consensus Consequently, all items will be included in the survey.
Five items are taken into the election and result is displayed as below
Table 3.4 General result of agreement on Tangible dimension factor
No Items No of agreement Percentage
1 Branches of the bank have convenient locations 15 100%
2 The bank’s equipments are modern and professional 15 100%
4 The bank provides easy understood documents 15 100%
5 The bank has internet/mobile banking facilities so that customer could easily get information about their loan 13 87.7%
Agreement percentages of all the items are more than 50%, so all of them are taken into further investigation
3.1.5 Result on Competitive price determinant
Three items are taken into consideration and the result of election is as follows
Table 3.5 General result of agreement on Price factor
No Items No of agreement Percentage
INT1 Mortgage lending interest rate of ANZ is lower than which of other banks 15 100%
INT2 Fees that customer must pay within mortgage lending process at ANZ (security valuation fee, security management fee, early repayment fee…) are lower than which of other banks
INT3 Lending interest rate and fee are stipulated clearly and reasonably 12 80%
Three items of Price factor are highly agreed to be taken into research by banking experts
3.1.6 Result on Customer Expertise determinant
There are three items measuring the expertise of customer in banking transaction
Table 3.6 General result of agreement on Customer expertise factor
No Items No of agreement Percentage
EXP1 Knowledge about banking transaction 12 80%
EXP2 Experience in mortgage lending 15 100%
EXP3 Information about mortgage lending product 9 60%
EXP3, a mortgage lending product, received the least support from banking experts, yet still maintained an agreement percentage exceeding 50% This indicates that all related items warrant further investigation.
After assessing the reliability of the determinants utilized in the models, a questionnaire was developed to evaluate customer satisfaction The survey employed a five-point Likert scale to gauge responses, ranging from (1) Strongly disagree to (3) Neither agree nor disagree.
QUANTITATIVE RESEARCH STAGE
3.2.1 Target population and sampling method
Starting business in Vietnam since 1993, now ANZ has five branches and transaction offices in
ANZ has established a strong presence in Vietnam with six branches and transaction offices in Hanoi and a representative office in Can Tho City Over time, the bank has developed a comprehensive product portfolio, successfully positioning itself in the Vietnamese banking market Notably, retail banking and mortgage loans are key focus areas, as evidenced by their prominent advertising on popular online real estate platforms like "muaban.net."
Batdongsan.com.vn offers enticing promotions and bonuses, currently serving over 2,300 individual mortgage clients in Hanoi and Ho Chi Minh City, which forms the focus of this study.
Customer Lending Managers (CLMs) at the bank played a crucial role in reaching out to customers and distributing questionnaires The majority of the interviews were conducted via email and telephone, as these methods are the most efficient in terms of time and cost.
The sample size is prescribed as follows:
• According to Roscoe (1975), the sample size larger than 30 and less than 500 is appropriate for the research
• According to Hair (1998), the sample size should be at least 5 times and preferable 10 times or more as large as the number of variables in the study
The second rule is applied as common in many recent researches 168 questionnaires which are
8 times of the number of variables are delivered There were 162 results collected, in which there were 12 results rejected due to lacked information and 150 qualified were taken into analysis
In a survey conducted from April to May 2010, questionnaires were distributed to numerous Customer Liaison Managers (CLMs) at the bank, focusing on their expertise in effectively communicating and persuading customers to respond The study aimed to gather insights from these experienced professionals regarding customer interactions.
Residents of Ha Noi City and Ho Chi Minh City who currently hold or have previously held a mortgage loan with ANZ were interviewed through email, phone calls, and direct telephone conversations to discuss their experiences and clarify any questions regarding their loans.
The research utilizes a 5-point Likert scale for its questionnaire, ranging from Strongly Disagree (1) to Strongly Agree (5) Additionally, socio-demographic measures are assessed using ordinal scales: age is measured from 1 to 6, income from 1 to 7, and occupation from 1 to 4.
The questionnaire, available in both English and Vietnamese, consists of five sections with a total of twenty-five questions, as outlined in Appendix The initial section gathers customers' personal information, including age, income, and occupation Subsequent sections delve into customer expertise, feedback on the bank's mortgage lending service quality, and pricing The final section focuses on customers' overall assessment of the bank's mortgage lending products To enhance clarity, the questionnaire was crafted with carefully selected wording, revised based on feedback from banking experts, ensuring that professional terminology is easily understood by respondents.
Qualified questionnaires were entered into an Excel worksheet before being imported into SPSS version 16.0 for analysis Descriptive analysis was conducted to gain insights into customer characteristics such as age, monthly income, and occupation Subsequently, frequency and descriptive statistics were utilized to highlight the primary features of the collected data Reliability was assessed using Cronbach’s Alpha to ensure internal consistency among the items, with a target value of 0.6 due to the exploratory nature of the research After evaluating the reliability of each variable across dimensions, all dimensions were further examined for unidimensionality, convergent validity, and discriminant validity.
Statistical analysis utilizing multiple linear regressions and bivariate correlation was conducted to assess the impact of independent variables on the dependent variable and to explore the relationships among the variables.
Descriptive statistics provide a summary of various variables, offering an overview of collected data through calculations of minimum, maximum, mean, standard deviation, skewness, and kurtosis.
To ensure the reliability of an interrelated assembly of items, it's essential to assess whether identical questions yield consistent responses from the same respondents High reliability is characterized by strong inter-correlations among items, indicating they measure the same underlying dimension Conversely, a decrease in reliability leads to less consistent indicators, making them less effective in representing the latent dimension (Hair et al., 1998).
Cronbach's Alpha is a statistical measure used to assess the reliability of a set of items that evaluate a single unidimensional latent construct A Cronbach's Alpha value of 0.6 is considered the threshold for testing reliability To enhance reliability, any variables that result in a higher Cronbach's Alpha when removed will be excluded from the analysis.
3.2.4.3 Assessment of Unidimensionality, Convergent validity and Discriminant validity
To evaluate the unidimensionality of each dimension, the dataset will undergo Principal Component Analysis with Varimax rotation A factor is considered valid when the Kaiser-Meyer-Olkin (KMO) measure falls between 0.5 and 1.0, and the eigenvalue is equal to or greater than 1 Additionally, a factor loading exceeding 0.5 is required for qualification.
To assess Convergent Validity, the dataset will be analyzed using Principal Component Analysis for extraction and Varimax rotation The factors will meet the criteria of the Kaiser-Meyer-Olkin (KMO) measure and eigenvalues to ensure unidimensionality, along with factor loadings exceeding 0.4 to effectively align with the intended latent constructs being measured.
Multiple regression analysis is a powerful statistical method used to explore the relationship between one dependent variable and multiple independent variables This technique is essential for identifying key factors that significantly influence customer satisfaction.
DATA ANALYSIS AND FINDINGS
SAMPLE CHARACTERISTICS
For collecting data, there were 168 questionnaires were sent out and 162 results collected After checking carefully, 12 results were rejected due to lacked information and 150 were taken into the data analysis
The below tables help us to have an overall view about the sample’s characteristic like the age, monthly income and occupation of the interviewees:
From the above table, it’s seen that 31 – 40 year-old-customers occupy the largest part of 38%
At present, many individuals in their late 20s and early 30s seek mortgage loans to settle down, as they typically have stable jobs and some savings This demographic comprises 28.67% of borrowers, characterized by their high income and ability to manage loan repayments Meanwhile, customers aged 41 to 50 account for 22% of the total, often purchasing additional properties for investment Lastly, those over 51 years old primarily seek mortgage loans to buy homes for their children, who are getting married and wish to live independently.
Table 4.2: Monthly income of customers
A 2009 Nielsen study indicated that the majority of urban households in Hanoi and Ho Chi Minh City earn between VND 4,500,000 and VND 7,499,999 However, the data reveals that most customers eligible for mortgage loans have a higher income range of VND 10,000,000 to VND 15,000,000.
People who work in joint stocks companies occupy the most part in interviewee list The next is foreign companies, self-employed and state-owned companies in succession.
DATA ANALYSIS
Data analysis involves processing data to uncover valuable insights, identify issues, and propose solutions To ensure the reliability of the data, Cronbach’s alpha is employed to eliminate unsuitable factors This statistical measure assesses the correlation and coherence of item measures, with a coefficient closer to 1.0 indicating greater internal consistency According to Nunnally & Bernstein (1994), a reliable scale should have an alpha value exceeding 0.6 Additionally, all items must correlate with the overall score, assessed through Corrected Item-Total correlation, where items with a correlation below 0.3 may be excluded Removing variables with low item-total correlation can enhance the Cronbach’s alpha of the scale.
Exploratory Factor Analysis will be conducted to assess the structure of the remaining items in the measurement scale The analysis will utilize the Kaiser-Meyer-Olkin (KMO) measure of sampling adequacy and Bartlett’s test of sphericity A KMO value above 0.5 indicates a sufficient sample size, while a factor loading greater than 0.4 is deemed significant The Principal Component Extraction method with Varimax rotation will be employed, and any variables with a factor loading below 0.4 will be considered for removal from the analysis.
Descriptive statistics provide a comprehensive overview of the key characteristics of collected data, highlighting essential variables such as minimum, maximum, mean, standard deviation, and skewness The findings are summarized in the table below.
Deviation Skewness Kurtosis Statistic Statistic Statistic Statistic Statistic Statistic Std Error Statistic Std
The mean values for customer satisfaction regarding the assessed factors ranged from 3 to 4, indicating that while satisfaction levels are above average, they have not yet reached a fully satisfied state Notably, the mean values for the core dimension remained stable between 3.6 and 3.8, reflecting a higher level of customer satisfaction in this area compared to other dimensions.
Standard deviation is a key statistical measure that indicates the dispersion of data points around the average value A smaller standard deviation signifies that the data points are closely clustered around the mean In the provided table, the standard deviation values varied from 0.568 to 1.104, with the majority falling below this range.
To ensure the reliability of a measurement scale, it is essential to evaluate its internal consistency, commonly assessed using Cronbach's alpha This statistical measure indicates how closely related a group of items is, with a high alpha value suggesting that the items effectively measure an underlying construct.
SPSS 16.0 was used to compute Cronbach’s Alpha of the whole model and specifically for each factor
Table 4.5: Final result of Reliability testing of the whole model
Table 4.6: Final result of Reliability testing of each factor
Scale Mean if Item Deleted
Scale Variance if Item Deleted
Cronbach's Alpha if Item Deleted Core dimension (COR) - Cronbach’s Alpha: 907
Relational dimension (REL) - Cronbach’s Alpha: 835
Tangible dimension (TAN) - Cronbach’s Alpha: 744
Customer expertise (EXP) - Cronbach’s Alpha: 911
The overall Cronbach’s Alpha of the model stands at 0.874, significantly exceeding the recommended threshold of 0.6 established by Nunnally (1978), Peterson (1994), and Slater (1995), indicating that the factors exhibit a strong level of internal consistency.
All independent factors have the high overall Cronbach’s Alpha and fulfill the requirement; namely 0.907, 0.835, 0.744, 0.640 and 0.911 for Core dimension, Relational dimension, Tangible dimension, Price and Customer expertise
Price (INT) has identified item INT3 as not meeting the criteria for further analysis due to its item-total correlation being below 0.3 Removing this item will enhance the reliability of the scale, increasing Cronbach’s Alpha to 0.673, leading to its exclusion from the structure.
4.2.3 Evaluation the measurement scale by using exploratory factor analysis:
The evaluation and adjustment of the scales progressed with the application of Exploratory Factor Analysis (EFA) to examine the inter-correlation among the variables Following the removal of INT3, the analysis focused on 20 remaining items, aiming to eliminate any variables that lacked correlation with others Utilizing Principal Component Extraction and Varimax Rotation for the dependent variable, the results were systematically presented.
Table 4.7 The final result of Unidimensionality testing
CORE DIMENSION - KMO: 0.836 PRICE DIMENSION - KMO: 0.500
Variables Extraction Eigenvalues Variables Extraction Eigenvalues
RELATIONAL DIMENSION - KMO: 0.791 EXPERIENCE DIMENSION-KMO: 0.753 Variables Extraction Eigenvalues Variables Extraction Eigenvalues
TANGIBLE DIMENSION - KMO: 0.752 SATISFACTION - KMO: 0.855
Variables Extraction Eigenvalues Variables Extraction Eigenvalues
The analysis revealed that certain variables, such as REL1, REL5, TAN2, and TAN5, exhibited factor loadings below 0.4, yet they play a significant role in the relational and tangible dimensions, warranting their inclusion in further analysis Conversely, other variables across different dimensions demonstrated factor loadings exceeding 0.5, qualifying them as suitable for this evaluation.
4.2.4 Assessment of convergent validity and of discriminate validity:
The method of Principal Axis Factoring in Extraction, Promax in Rotation was employed to come up the result shown below Factors were chosen at higher than 0.4
Table 4.8 The analysis result of Convergent validity
Alpha 0.907 0.911 0.835 0.744 0.640 KMO is 0.771 proves that the factors of service quality, price and customer expertise fulfill the requirement and the score of Bartlett’s test is 0.000 which shows no correlation between them
An analysis of 20 variables related to service quality, pricing, and customer expertise identified five key factors, each with a loading value exceeding 0.4 The analysis yielded an eigenvalue of 1.105, indicating significant relevance, while the total cumulative variance explained reached 72.591%, surpassing the 50% threshold.
4.2.5 Factor analysis of dependant factor - Customer satisfaction
Customer satisfaction is identified as a uni-dimensional concept, as evidenced by the factor extraction in exploratory factor analysis (EFA), which reveals a single factor representing customer satisfaction The results indicate that all loading factors exceed 0.5, and the Kaiser-Meyer-Olkin (KMO) measure is 0.855, confirming the adequacy of the mortgage customer satisfaction items Additionally, Bartlett’s test score of 0.000 suggests that there are no correlations among the items, further validating the analysis.
Table 4.9 The result of factor analysis for Customer satisfaction
The exploratory factor analysis (EFA) led to the removal of the variable INT3, while retaining the other variables from the initial proposal After a thorough examination of the data, the proposed model from the literature review remains intact, consisting of five independent variables: Core dimension, Relational dimension, Tangible dimension, Price, and Customer expertise, all of which influence the dependent variable of Customer satisfaction, as illustrated in the accompanying chart.
Figure 4.1 The adjusted research model
TESTING OF HYPOTHESES
The research model's hypotheses explore the relationships between variables, and testing these hypotheses reveals the degree of correlation The Pearson coefficient is the most widely used measure, with values ranging from -1 to 1, indicating negative to positive correlations A coefficient between ± 0.25 and ± 0.75 signifies a moderate or acceptable correlation A higher Pearson correlation coefficient indicates a stronger relationship between the variables (Field, 2005) The hypotheses are evaluated using Pearson coefficients at a significance level of 0.01 (2-tailed).
CORE REL TANG INT EXP SAF
** Correlation is significant at the 0.01 level (2-tailed).
Hypothesis H1 proposed a positive correlation between the Core dimension of service quality and mortgage customer satisfaction The findings presented in Table 4.10 support this hypothesis, revealing a Pearson’s correlation coefficient of 0.729, indicating that the Core dimension significantly enhances customer satisfaction.
The study confirms a strong positive relationship between the Relational dimension of service quality and mortgage customer satisfaction, as evidenced by a Pearson’s correlation coefficient of 0.742 Additionally, the Tangible dimension of service quality also demonstrates a positive impact on customer satisfaction, supported by a Pearson’s correlation coefficient of 0.512.
The above result also supported the hypothesis H4 which postulated the positive impact of Competitive Price on mortgage customer satisfaction with Pearson’s correlation coefficient value of 0.575
The initial hypothesis H5, which suggested that customer expertise negatively impacts customer satisfaction, is refuted by a Pearson correlation coefficient of 0.503, indicating a positive relationship Consequently, H5 is revised to state that customer expertise positively influences mortgage customer satisfaction Experienced customers are more familiar with the mortgage lending process, enabling them to meet the bank's documentation and procedural requirements efficiently, which enhances service accuracy and customer satisfaction Additionally, these customers can better gauge the bank's processing times, leading to more realistic expectations compared to first-time applicants Therefore, banks should consider developing targeted policies to attract experienced mortgage customers, as their familiarity with the process can significantly boost satisfaction levels.
The analysis reveals that all five factors are statistically significant at the 0.01 level (2-tailed), with Core and Relational dimensions exerting the most substantial positive influence on mortgage customer satisfaction In contrast, customer expertise shows the least impact on satisfaction levels regarding mortgage services.
Table 4.10 presents the simple bivariate correlation between the key independent variables and the dependent variable, indicating that the factors examined in the model can effectively explain mortgage customer satisfaction.
MULTIPLE REGRESSIONS
Hierarchical regression analysis was conducted to examine significant interaction effects between the dependent and independent variables in the model, confirming all proposed hypotheses The relationship between mortgage customer satisfaction and its influencing factors was quantified using Pearson coefficients To further clarify this relationship, regression analysis was employed to predict the impact of independent variables on the dependent variable.
Multiple regression analysis is a statistical technique used to investigate the relationship between a single dependent variable and multiple independent variables In this study, all proposed factors were validated for inclusion in the regression analysis, with the exception of INT3 The dependent variable analyzed was Mortgage customer satisfaction (SAF), alongside five independent variables: Customer Banking Experience (EXP), Core Dimension (COR), Relational Dimension (REL), Tangible Dimension (TANG), and Price (INT).
The regression equation is set up as follows:
Y (SAF) = b0 + b1(EXP) + b2(COR) + b3(REL) + b4(TANG) + b5(INT)
Regression analysis is employed to assess the impact of various independent variables on customer satisfaction The correlations among the variables in our model are illustrated in the table below.
Std Error of the Estimate
1 846a 716 706 5424 a Predictors: (Constant), INT, EXP, CORE, TANG, REL b Dependent Variable: SATISFACTION
Model Sum of Squares df Mean Square F Sig
Total 149.000 149 a Predictors: (Constant), INT, EXP, CORE, TANG, REL b Dependent Variable: SATISFACTION
B Std Error Beta Tolerance VIF
The analysis reveals a significant coefficient (Sig = 0.000) and an Adjusted R² of 0.706, indicating that 70.6% of the variation in mortgage customer satisfaction can be attributed to the core, relational, tangible dimensions, price, and customer expertise Notably, the core dimension emerged as the most influential factor affecting customer satisfaction, followed by the relational dimension, price, tangible dimension, and customer expertise.
The Variance Inflation Factor (VIF) is a crucial metric for assessing the impact of collinearity among variables in a regression model, aiding in the identification of multicollinearity Calculated as VIF = 1/Tolerance = 1/(1-R²), VIF values are always equal to or greater than 1 Typically, a VIF exceeding 10 indicates significant multicollinearity, while values above 2 may raise concerns However, the analysis of the 4.13 Coefficient table reveals that multicollinearity is not an issue in this particular model.
The regression equation will be as follows:
DISCUSSION
4.5.1 Application of theoretical conceptual framework
4.5.1.1 The relationship between service quality and customer satisfaction
This study explores the connection between service quality and customer satisfaction through a case study of mortgage customers at ANZ The findings reveal a strong correlation between customer satisfaction and three dimensions of service quality: Core dimension (0.729), Relational dimension (0.742), and Tangible dimension (0.512) These results align with previous research, including studies by Anderson and Sullivan (1993), Cronin and Taylor (1992), and Levesque and McDougall (1996), reinforcing the idea that higher service quality significantly enhances customer satisfaction.
4.5.1.2 The relationship between price and customer satisfaction
The cost of a mortgage encompasses both the lending interest rate and associated loan fees To analyze the impact of pricing on customer satisfaction, a correlation matrix was employed as a measurement tool The findings indicated a notable correlation of 0.575 between customer satisfaction and mortgage pricing.
4.5.1.3 The relationship between customer expertise and customer satisfaction
Previous studies have shown that customer expertise significantly influences satisfaction levels (Bettman, 1970; Fishbein, 1963; Fishbein and Ajzen, 1975; Rosenberg, 1950) This research reaffirms that correlation, revealing a strong relationship between customer expertise and customer satisfaction, with a correlation coefficient of 0.503.
4.5.2 The result of measuring ANZ mortgage customer satisfaction
Table 4.14: ANZ mortgage customer perception
The analysis of customer preferences reveals that the majority rated ANZ's mortgage service quality between 3 and 4, indicating that customer expectations have not been fully met Specifically, the data shows that item TAN1 received the lowest score among the service quality dimensions, highlighting a concern regarding the limited availability of ANZ's services, as they operate only five branches and transaction offices.
Ho Chi Minh City has six branches and transaction offices, while Ha Noi City has the same number, alongside one representative office in Can Tho City; however, these locations have not adequately addressed customers' needs for convenient banking transactions.
The mortgage lending rates at ANZ are perceived as uncompetitive, with an overall mean score below 4 Notably, the factor INT1, which assesses whether ANZ's lending interest rates are lower than those of other banks, received the lowest score of 2.88, indicating significant customer dissatisfaction with the bank's interest rates.
As a result of low score of independent variables, the satisfaction score is from 3.0 to less than 4.0 It is obviously that customers haven’t satisfied with mortgage service of ANZ yet
The regression equation with supported significant of each factor less than 0.05:
The Core dimension emerges as the primary factor influencing satisfaction, with a coefficient of B=0.348 Following closely, the Relational dimension ranks second at B=0.330 Meanwhile, Price, Tangible, and Expertise dimensions hold the subsequent positions with coefficients of B=0.282, B=0.091, and B=0.059, respectively.
CHAPTER SUMMARY
This chapter presents the results of data analysis methods, including Reliability, Undimensionality, Convergent Validity, and Discriminant Validity The analysis confirmed all correlations among the research model's factors: Core dimension, Relational dimension, Tangible dimension, Customer expertise, and Price It also established the impact of these factors on mortgage customer satisfaction and defined the overall construct of mortgage customer satisfaction The findings and recommendations based on these results will be discussed in the following chapter.
CONCLUSIONS AND RECOMMENDATIONS
CONCLUSIONS
The study identified five key criteria influencing mortgage customer satisfaction: Core dimension, Relational dimension, Tangible dimension, Competitive Price, and Customer expertise Among these, the Core dimension had the most significant impact, while Customer expertise had the least The analysis revealed that to enhance mortgage customer satisfaction, banks should prioritize improvements in the Core dimension, Relational dimension, and Competitive Price, as these are the top three factors that drive customer contentment in mortgage lending.
The average customer satisfaction regarding ANZ's mortgage services is above average, with most factors scoring between 3 and 4 However, the satisfaction level has not yet reached a fully satisfied rating Notably, the interest lending rate (INT2) received the lowest score of 2.88, indicating that ANZ's interest rates are not competitive compared to other banks in the market recently.
RECOMMENDATIONS
Based on the analysis of collected data, ANZ should enhance their lending services to improve service quality and increase customer satisfaction, particularly focusing on the core and relational dimensions, which are the primary factors influencing satisfaction.
Vietnamese customers are still becoming accustomed to banking services and often feel apprehensive when seeking assistance, particularly with loans As a result, they value high-quality service in both Core and Relational dimensions, even if the lending costs are slightly elevated or the bank's physical facilities are not outstanding.
The core dimension of customer satisfaction is crucial for shaping perceptions of service quality, making it essential for banks to prioritize this aspect to create positive impressions and experiences for customers Timely and accurate delivery of mortgage products, as promised, is vital, along with a sincere approach to addressing customer concerns Additionally, bank officers should maintain a balance of professionalism and friendliness to enhance customer interactions.
The relational dimension is a crucial factor in customer satisfaction that banks must prioritize In today's highly competitive landscape, fostering strong relationships is essential for retaining existing clients and attracting new potential customers.
For Customer Lending Managers, understanding customer needs is crucial, as it directly influences their approach To enhance both Core and Relational dimensions, the bank should implement regular internal and external training for staff, along with frequent reviews of lending policies and procedures This proactive approach ensures that the bank remains aligned with evolving customer requirements, ultimately impacting key decision-making processes.
Price plays a crucial role in customer satisfaction, yet analysis reveals that customers are dissatisfied with the bank's lending prices, reflected in a mean value of INT1 = 0.288 In today's competitive landscape, it is vital for the bank to address this issue in its development strategy Customers are keenly aware of even slight differences in interest rates and fees among banks, prompting the need for the bank to assess its lending rates and fee structures compared to competitors Implementing special discount campaigns could further enhance customer satisfaction Additionally, to maintain profit margins, the bank must effectively manage costs, minimizing waste and inconsistencies.
Tangible elements play a crucial role in banking design, as traditional bank offices were structured to convey security through features like large pillars and teller lines, which protected customers' money However, modern banks utilize advanced security systems, such as cash dispense technologies, to foster a more open environment that enhances customer relationships and encourages cross-selling of products Today's bank branches are focused on three key trends: cost efficiency, environmental sustainability, and customer-centric design Additionally, ANZ should simplify loan documentation requirements for customers while ensuring the bank's safety and security.
Bank branches remain the primary distribution channel for mortgage products due to the complexity and significance of these loans for consumers Given the high loan amounts and long repayment periods, customers face challenging decisions that require extensive evaluation of alternatives This is why bank branches are crucial; they provide a space for clients to engage with staff and gather necessary information The personal contact offered by branches enhances customers' feelings of security In Vietnam, ANZ operates five branches and transaction offices in Ho Chi Minh City, six in Hanoi, and one representative office in Can Tho City, positioning itself with limited competition compared to other local banks.
Bank management should develop a future growth strategy that includes expanding the branch network beyond Ho Chi Minh City and Hanoi, targeting other major cities as a key component of their long-term development plan.
LIMITATION AND DIRECTION FOR FURTHER STUDIES 46 REFERENCE APPENDICES
Although the research has provided a basic understanding about the determinants of mortgage customer satisfaction and their relationships, it still has some limitations
The study was limited to Ho Chi Minh City and Ha Noi City due to time constraints and geographical conditions In Ha Noi City, Customer Lending Managers from the bank distributed and discussed questionnaires with customers Unfortunately, the researcher was unable to engage directly with customers in Ha Noi City to further explore their feedback.
The adjusted R-squared value of the model is 0.706, indicating that 70.6% of the variance in mortgage customer satisfaction can be attributed to five key factors: Core dimension, Relational dimension, Tangible dimension, Price, and Customer expertise The remaining variance in mortgage customer satisfaction may be influenced by latent factors not identified in this research.
As the factors affecting customer satisfaction changes over time, so another interesting area of future research could be conducted is assessment the trend of mortgage customer satisfaction
APPENDIX 1: In-depth Interview Form in English and Vietnamese for
Qualitative In-depth Interview form (English)
I am a partner in the research team at the University of Economics Ho Chi Minh City, conducting a study on the key factors influencing mortgage customer satisfaction Your insights and beliefs are invaluable, and I kindly ask you to answer the following questions, keeping in mind that there are no right or wrong answers.
We would be very appreciated your own sharing thoughts and beliefs
1/ In your opinion, do the below factors of service quality impact customer satisfaction in doing lending transaction with the bank?
No Factor Impact Not impact
1 The bank provides mortgage lending products as announced
2 The bank provides mortgage lending products within the committed time
3 The bank should show sincere interest in handling customer’s issues
4 The bank’s staff perform the service properly at the first time
5 The bank’s staff has knowledge and skill to explain clearly to customer about mortgage lending products
6 Time of the bank transaction is convenient for customer
The lending process is streamlined, requiring minimal documentation from the bank, which means customers can complete their loan applications without frequent visits to the bank.
The bank shows its care to each customer
Bankers know clearly about customer’s need and ready to consult customer the most suitable product
9 The bank gives additional service (insurance for the mortgaged property, consult about the to-be- purchased property)
10 The bank brings the safe, trust and comfortable feeling to customers
11 Branches of the bank have convenient locations
12 The bank’s equipments are modern and professional
14 The bank provides easy understood documents
15 The bank has internet/mobile banking facilities so that customer could easily get information about their loan
2 In your opinion, do lending interest rate and other relevant fee impact customer satisfaction in doing lending transaction with the bank ?
No Factor Impact Not impact
1 Mortgage lending interest rate of ANZ is lower than which of other banks
Fees that customer must pay within mortgage lending process at ANZ (security valuation fee, security management fee, early repayment fee…) are lower than which of other banks
3 Lending interest rate and fee are stipulated clearly and reasonably
3 In your opinion, does customer’s expertise impact on their satisfaction in doing lending transaction with the bank?
No Factor Impact Not impact
3 Information about mortgage lending product
4 Are there any criteria and items that could influence customer satisfaction in doing lending transaction with the bank?
Thank you for your co-operation
Qualitative In-depth Interview form (English)
PHI U TH M DÒ Ý KI N CÁC CHUYÊN GIA
Chúng tôi là học viên của Chương trình Cao học Chuyên ngành Ngân hàng tại trường đại học Kinh tế TP.HCM Hiện nay, chúng tôi đang thực hiện tài nghiên cứu về các yếu tố ảnh hưởng đến sự hài lòng của khách hàng trong quá trình giao dịch vay và mua nhà tại ngân hàng Chúng tôi mong muốn bạn dành chút thời gian trả lời những câu hỏi dưới đây theo kinh nghiệm của bản thân trong quá trình công tác Không có câu trả lời nào là đúng hay sai cho những câu hỏi này.
Tr c tiên, xin anh/ch cho bi t v nh ng thông tin cá nhân c a mình:
S i n tho i :……… E-mail:……… a i m ph ng v n:……… Ngày:………
Xin anh/ch cho bi t ý ki n c a mình trong nh ng câu h i sau:
1/ Theo anh ch , nh ng y u t v ch t l ng d ch v sau ây có nh h ng n s hài lòng c a khách hàng trong quá trình giao d ch vay v n mua nhà t i ngân hàng không?
STT Y u t Có nh h ng Không nh h ng
1 Ngân hàng cung c p y s n ph m cho vay mua nhà nh ã công b
2 Ngân hàng th c hi n d ch v cho vay mua nhà úng ti n th i gian ã cam k t v i khách hàng
3 Ngân hàng luôn t n tình gi i quy t các v n mà khách hàng g p ph i
4 Nhân viên ngân hàng th c hi n các nghi p v chính xác ngay trong l n u tiên
5 Nhân viên ngân hàng có ki n th c và k n ng chuyên môn có th gi i thích rõ ràng, c th v s n ph m cho vay mua nhà cho khách hàng
6 Th i gian giao d ch c a ngân hàng linh ho t thu n ti n
STT Y u t Có nh h ng Không nh h ng cho khách hàng
Ngân hàng yêu cầu khách hàng cung cấp thông tin cần thiết và quy trình thực hiện khoản vay phải đơn giản, rõ ràng Điều này giúp khách hàng không phải đến ngân hàng nhiều lần trong suốt quá trình vay vốn.
Ngân hàng hiện nay chú trọng đến việc chăm sóc khách hàng cá nhân Nhân viên ngân hàng hiểu rõ nhu cầu của khách hàng và sẵn sàng tư vấn, giúp khách hàng chọn lựa các dịch vụ phù hợp nhất với nhu cầu của họ.
9 Ngân hàng cung c p các d ch v b# tr i kèm v i kho n vay (t ng b o hi m cho c n nhà th ch p, t v n v c n nhà s$p mua, …)
10 Không khí làm vi c trong ngân hàng t o c m giác tho i mái, an toàn và tin c y cho khách hàng
11 Các chi nhánh ngân hàng t các v trí thu n ti n cho vi c giao d ch v i khách hàng
12 Các ph ng ti n v t ch t c a ngân hàng hi n i, chuyên nghi p và thân thi n
13 Ngân hàng có ch% u xe thu n ti n cho khách hàng
14 Ch ng t giao d ch ngân hàng rõ ràng, d& hi u i v i khách hàng
15 Ngân hàng có các ti n ích nh internet banking/mobile banking khách hàng có th d& dàng tra c u thông tin v kho n vay
Các y u t khác c n b# sung thêm trong ch t l ng d ch v cho vay c a ngân hàng (n u có):
2/ Theo anh ch , nh ng y u t v lãi su t cho vay và các lo i phí có liên quan có nh h ng n s hài lòng c a khách hàng trong quá trình giao d ch vay v n mua nhà t i ngân hàng không?
STT Y u t Có nh h ng Không nh h ng
1 Ngân hàng cung c p lãi su t cho vay th p h n h n so v i lãi su t các ngân hàng khác
2 Ngân hàng không thu phí ho c thu r t ít các lo i phí có liên quan n kho n vay (ví d : phí th m nh tài s n,
STT Y u t Có nh h ng Không nh h ng phí qu n lý tài s n, phí thanh toán tr c h n, …)
3 Lãi su t và phí áp d ng cho s n ph m vay mua nhà c quy nh rõ ràng và h p lý
Các yếu tố cần bổ sung liên quan đến lãi suất cho vay và các loại phí liên quan đến ngân hàng ảnh hưởng đến sự hài lòng của khách hàng trong quá trình vay vốn tại ngân hàng.
3/ Theo anh ch , m c thành th o và hi u bi t c a khách hàng có nh h ng n s hài lòng c a khách hàng trong quá trình giao d ch vay v n mua nhà t i ngân hàng không?
STT Y u t Có nh h ng Không nh h ng
1 Khách hàng hi u bi t v ngành ngân hàng, các s n ph m tín d ng ngân hàng
2 Khách hàng có kinh nghi m trong vi c i vay mua nhà ngân hàng
3 Khách hàng có y thông tin v d ch v cho vay mua nhà c a ngân hàng
Các y u t khác c n b# sung thêm trong y u t m c thành th o và hi u bi t c a khách hàng có nh h ng n s hài lòng c a khách hàng trong quá trình vay v n t i ngân hàng (n u có):
4/ Theo anh/ch , còn nh ng tiêu chí nào có th nh h ng n s hài lòng c a khách hàng trong quá trình giao d ch vay v n mua nhà t i ngân hàng không? ó là nh ng tiêu chí nào?
Xin cám n anh/ch ã dành th i gian quý báu tr l i và góp ý cho b ng câu h i này!!!
APPENDIX 2: In-depth Interview Form in English and Vietnamese for customers
Qualitative In-depth Interview form (English)
As a partner of the research team at the University of Economics Ho Chi Minh City, I am conducting a study to identify the key determinants of mortgage customer satisfaction I kindly ask for your insights on the following questions based on your thoughts and beliefs, as there are no right or wrong answers.
We would be very appreciated your own sharing thoughts and beliefs
20 years old or less From 21 to 30 years old
From 31 to 40 years old From 41 to 50 years old
From 51 to 60 years old More than 60 years old
4 Income: (Unit: VND million/month)
From 15 to less than 25 From 25 to less than 35
From 35 to less than 45 From 45 to less than 55
State-owned companies Private companies
Foreign companies Self-employed II/ Your expertise:
No Please indicate the degree of your expertise in banking on the following questions by marking (X)
If you strongly agree with answer on the right, mark (X) the number 5
If you strongly disagree with answer on the right, mark (X) the number 1
If your feeling is not strong, mark one of the number in the middle
EXP1 I know very little about banking 1 2 3 4 5 I know a lot about banking
EXP2 I am inexperienced in lending transaction with the bank 1 2 3 4 5 I am experienced in lending transaction with the bank EXP3 I am uninformed about mortgage lending products of
ANZ 1 2 3 4 5 I am fully informed about mortgage lending products of ANZ III/ Service quality
Please indicate the degree of your agreement on the following questions by marking (X)
If you strongly agree, mark (X) the number 5
If you strongly disagree, mark (X) the number 1
If your feeling is not strong, mark one of the numbers in the middle
Mark only one (X) for each statement
St ro ng ly D is ag re e D is ag re e In di ff er en ce A gr ee St ro ng ly A gr ee
COR1 The bank provides mortgage lending products as announced
COR2 The bank provides mortgage lending products within the committed time
COR3 The bank should show sincere interest in handling customer’s issues
COR4 The bank’s staff perform the service properly at the first time
COR5 The bank’s staff has knowledge and skill to explain clearly to customer about mortgage lending products
REL1 Time of the bank transaction is convenient for customer
The required documents and lending process for REL2 are straightforward and uncomplicated, allowing customers to avoid multiple trips to the bank during their loan application.
Please indicate the degree of your agreement on the following questions by marking (X)
If you strongly agree, mark (X) the number 5
If you strongly disagree, mark (X) the number 1
If your feeling is not strong, mark one of the numbers in the middle
Mark only one (X) for each statement
St ro ng ly D is ag re e D is ag re e In di ff er en ce A gr ee St ro ng ly A gr ee
REL3 The bank shows its care to each customer
Bankers know clearly about customer’s need and ready to consult customer the most suitable product
REL4 The bank gives additional service (insurance for the mortgaged property, consult about the to-be- purchased property)
REL5 The bank brings the safe, trust and comfortable feeling to customers
TAN1 Branches of the bank have convenient locations
TAN2 The bank’s equipments are modern and professional
TAN3 Parking place is convenient
TAN4 The bank provides easy understood documents
TAN5 The bank has internet/mobile banking facilities so that customer could easily get information about their loan
Please indicate the degree of your agreement on the following questions by marking (X)
If you strongly agree, mark (X) the number 5
If you strongly disagree, mark (X) the number 1
If your feeling is not strong, mark one of the numbers in the middle
Mark only one (X) for each statement
St ro ng ly D is ag re e D is ag re e In di ff er en ce A gr ee St ro ng ly A gr ee
INT1 Mortgage lending interest rate of ANZ is lower than which of other banks
INT2 Fees that customer must pay within mortgage lending process at ANZ (security valuation fee, security management fee, early repayment fee…) are lower than which of other banks
INT3 Lending interest rate and fee are stipulated clearly and reasonably
V/ Your satisfaction with mortgage lending service of ANZ
1 Mortgage lending service of ANZ meet your expectations and you are satisfied with mortgage lending service of ANZ:
2 In your opinion, mortgage lending service of ANZ is better than which of other banks where you or your friends or your relatives have transaction:
3 After using mortgage lending service of ANZ, will you recommend it to your friends or relatives once they have need?
4 Will you re-use mortgage lending service of ANZ once you have need?
Thank you for your co-operation.
Qualitative In-depth Interview form (English)
PHI U TH M DÒ Ý KI N KHÁCH HÀNG
Kính th a quý khách hàng,
Chúng tôi xin chân thành cảm ơn quý khách đã sử dụng dịch vụ cho vay mua nhà của Ngân hàng ANZ Vietnam trong thời gian qua Để nâng cao chất lượng phục vụ, xin quý khách dành chút thời gian trả lời các câu hỏi trong phiếu thăm dò này Mọi câu trả lời đều được đánh giá cao và không có câu trả lời nào là đúng hay sai; chúng tôi mong nhận được những phản hồi chân thành và nghiêm túc từ quý khách.
I/ Nh ng thông tin chung v cá nhân quý khách:
4 Thu nh p: ( n v tính: tri u ng/tháng)
Công ty nhà n c Công ty t nhân
Công ty n c ngoài Công ty riêng/T kinh doanh
II/ M c thành th o trong vi c s d ng d ch v vay v n ngân hàng c a quý khách:
N u quý khách hoàn toàn ng ý v i c t bên ph i, khoanh tròn vào s 5
N u quý khách hoàn toàn ng ý v i c t bên trái, khoanh tròn vào s 1
N u quý khách không ch c ch n thì khoanh tròn vào các s gi a
(Ch khoanh vào m t s trong m t câu)
Tôi đã có nhiều kinh nghiệm về ngân hàng, đặc biệt là trong việc vay vốn mua nhà từ ngân hàng Trước đây, tôi không có thông tin gì về sản phẩm cho vay mua nhà tại Ngân hàng ANZ, nhưng giờ đây tôi đã hiểu biết rõ hơn về các sản phẩm cho vay của họ.
III/ Ch t l ng d ch v cho vay mua nhà t i ngân hàng ANZ:
H oà n to àn kh ôn g ng ý K hô ng ng ý B ìn h th ng ng ý H oà n to àn ng ý
COR1 Ngân hàng cung c p y s n ph m cho vay mua nhà nh ã công b
COR2 Ngân hàng th c hi n d ch v cho vay mua nhà úng ti n th i gian ã cam k t v i khách hàng
COR3 Ngân hàng luôn t n tình gi i quy t các v n mà khách hàng g p ph i
COR4 Nhân viên ngân hàng th c hi n các nghi p v chính xác ngay trong l n u tiên
COR5 Nhân viên ngân hàng có ki n th c và k n ng chuyên môn có th gi i thích rõ ràng, c th v s n ph m cho vay mua nhà cho khách hàng
REL1 Th i gian giao d ch c a ngân hàng linh ho t thu n ti n cho khách hàng
Ngân hàng yêu cầu khách hàng cung cấp các giấy tờ cần thiết để thực hiện khoản vay Quy trình này không quá phức tạp và rõ ràng, giúp khách hàng không phải đến ngân hàng nhiều lần trong suốt thời gian vay.