61 Himalayan Economics and Business Management Research Article Customer service culture at Techcombank in Vietnam Nguyen Hoang Tien 1 , Dinh Ba Hung Anh 2 , Pham Thi Diem 1 , Nguyen Thanh Vu 3 , Ho Tien Dung 4 , Bui Xuan Bien 5 , Vu Tuan Anh 6 and Pham Van On 7 1 Van Hien University, Vietnam 2 Ho Chi Minh City University of Technology, Vietnam 3 Nguyen Tat Thanh University, Vietnam 4 University of Economics Ho Chi Minh City, Vietnam 5 Hanoi Finance and Banking University, Vietnam 6 Da Lat University, Vietnam 7 Tien Giang University, Vietnam INTRODUCTION Vietnam is in the process of international economic integration and faces great challenges. And of course a business not only competes with domestic enterprises but also with enterprises in the world. In an increasingly fierce competitive environment, the difference in product quality between businesses is getting smaller and smaller, especially in the service industry, so if businesses want to survive and develop, the prerequisite is to make customers satisfied. Currently, the banking and finance industry is developing strongly thanks to the increasing demand of people. A bank wants to attract customers, in addition to improving products and services, the bank must also care about customers. Customers play an increasingly important role in the development of the business, so when taking good care of customers, the bank will attract more customers as well as retain existing customers, making the market share open. Expansion, revenue and profit increase. Customer service culture is an issue that attracts a lot of attention from managers. Their instruction to meet needs of customers and want to reach chronic needs that challenge to attract potential customers for their business and customer care is not just good, but to elevate customer service to perfection. Typically, banking and finance market has very high level of competition, opponents always have policies of enhanced or additional services to be more appealing and attractive. In addition, the needs of customers are not fixed, the customer always requires high more and always change preferences when the material life is enhanced. So how can the bank's customer service be better, get customers and keep them for longer? Customers can rate the service and compare it with rival banks. To be able to retain potential customers, in addition to taking care of customers, we need to build a banking service culture in an organized manner. In this group we will jointly explore and clarify the customer service culture of Techcombank and then set out recommendations to develop and elevate a perfect customer service culture at Techcombank Rationale Customers of an organization are a collection of individuals, groups of people, businesses who have a need to use the company's products and want to satisfy that need. Customers are people who do not depend on us, we (the seller, the Bank) depend on them (Phan & Su, 2013). Customer service is the entire interaction and *Corresponding Author Nguyen Thanh Vu Article History Received: 10.08.2021 Accepted: 20.08.2021 Published: 31.08.2021 Citations: Nguyen Hoang Tien, Dinh Ba Hung Anh, Pham Thi Diem, Nguyen Thanh Vu, Ho Tien Dung, Bui Xuan Bien, Vu Tuan Anh & Pham Van On (2021); Customer service culture at Techcombank in Vietnam. Hmlyan Jr Eco Bus Mgn; 2(4) 61-69. DOI: 10.47310/Hjebm.2021.v02i04.008 Abstract: The economy of Vietnam is in the process of rapid growth, the service sector is developing strongly and get the attention of everyone. Banking and financial services have been promoted when meeting new needs of people. Currently, there are many banks in existence and development, but the products and services of most banks are the same. So what makes a difference, attracts and creates trust for customers about our bank is the customer service culture. Banks must make a difference; stand out in the service customer care to between the bank competitors, customers can get entitled to us. As well as not only bring good service, but also to elevate the service perfectly to thereby receive satisfaction, retain customer loyalty as well as exploitation of new potential customers. Keywords: banking, customer service culture, service improvement, perfect service. Open Access
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61
Himalayan Economics and
Business Management
Research Article
Customer service culture at Techcombank in Vietnam
Nguyen Hoang Tien1, Dinh Ba Hung Anh
2, Pham Thi Diem
1, Nguyen Thanh Vu
3, Ho Tien Dung
4, Bui Xuan
Bien5, Vu Tuan Anh
6 and Pham Van On
7
1Van Hien University, Vietnam
2Ho Chi Minh City University of Technology, Vietnam
3Nguyen Tat Thanh University, Vietnam
4University of Economics Ho Chi Minh City, Vietnam
5Hanoi Finance and Banking University, Vietnam
6Da Lat University, Vietnam
7Tien Giang University, Vietnam
INTRODUCTION Vietnam is in the process of international
economic integration and faces great challenges. And
of course a business not only competes with domestic
enterprises but also with enterprises in the world. In an
increasingly fierce competitive environment, the
difference in product quality between businesses is
getting smaller and smaller, especially in the service
industry, so if businesses want to survive and
develop, the prerequisite is to make customers satisfied.
Currently, the banking and finance industry is
developing strongly thanks to the increasing demand of
people. A bank wants to attract customers, in addition
to improving products and services, the bank must also
care about customers. Customers play an increasingly
important role in the development of the business,
so when taking good care of customers, the bank will
attract more customers as well as retain existing
customers, making the market share open. Expansion,
revenue and profit increase. Customer service culture is
an issue that attracts a lot of attention from managers.
Their instruction to meet needs of customers and want
to reach chronic needs that challenge to attract potential
customers for their business and customer care is not
just good, but to elevate customer service to
perfection. Typically, banking and finance market has
very high level of competition, opponents always have
policies of enhanced or additional services to be
more appealing and attractive. In addition, the needs of
customers are not fixed, the customer always
requires high more and always change
preferences when the material life is enhanced. So how
can the bank's customer service be better, get customers
and keep them for longer? Customers can rate the
service and compare it with rival banks. To be able to
retain potential customers, in addition to taking care of
customers, we need to build a banking service culture in
an organized manner. In this
group we will jointly explore and clarify the customer
service culture of Techcombank and then set out
recommendations to develop and elevate a
perfect customer service culture at Techcombank
Rationale
Customers of an organization are a collection of
individuals, groups of people, businesses who have a
need to use the company's products and want to satisfy
that need. Customers are people who do not depend on
us, we (the seller, the Bank) depend on them (Phan &
Su, 2013). Customer service is the entire interaction and
*Corresponding Author
Nguyen Thanh Vu
Article History
Received: 10.08.2021
Accepted: 20.08.2021 Published: 31.08.2021
Citations: Nguyen Hoang Tien, Dinh Ba
Hung Anh, Pham Thi Diem,
Nguyen Thanh Vu, Ho Tien Dung,
Bui Xuan Bien, Vu Tuan Anh &
Pham Van On (2021); Customer
service culture at Techcombank in
Vietnam. Hmlyan Jr Eco Bus Mgn;
2(4) 61-69.
DOI: 10.47310/Hjebm.2021.v02i04.008
Abstract: The economy of Vietnam is in the process of rapid growth, the service
sector is developing strongly and get the attention of everyone. Banking and financial
services have been promoted when meeting new needs of people. Currently, there are many
banks in existence and development, but the products and services of most banks are the
same. So what makes a difference, attracts and creates trust for customers about our
bank is the customer service culture. Banks must make a difference; stand out in the service
customer care to between the bank competitors, customers can get entitled to us. As
well as not only bring good service, but also to elevate the service perfectly
to thereby receive satisfaction, retain customer loyalty as well as exploitation of new
potential customers.
Keywords: banking, customer service culture, service improvement, perfect service.
Open Access
Nguyen Hoang Tien et al., Jr Eco Bus Mgn; Vol-2, Iss- 4 (July-Aug, 2021): 61-69
62
support activities of a business to customers during the
process of experiencing products and services to meet
their desired needs. It can also be understood that
customer service is the accompanying services to
complete the marketing transaction process to ensure
that the needs and desires of customers are met
(Nguyen Duong, 2019). Creating
a customer service culture is a very important step, but
not the only factor to retain customers. If the service
culture is good but the product is not good, it cannot
make customers stay and loyal to the brand (Nguyen
Duong, 2019). Customer service is part of the corporate
culture, not just an isolated part. That is how each
organization operates, how to communicate with
customers or between positions within the company,
how people feel about the atmosphere in the business in
general and at Techcombank in particular (SOI.Pro,
2019). In fact, it is difficult to have a standard to
evaluate a good customer service culture, because the
characteristics of the industry are different. However,
there are two factors that can determine the quality of
customer service. One is speed: Ensuring services from
delivery, warranty, support to resolving queries are
always the fastest is the most important factor to create
a quality customer service. The second
is professionalism: From demeanor, talking style to the
ability to solve situations, grasp customer psychology or
know about products and policies. The customer is the
king, the payer for the business, so taking good care of
customers is not only the duty of the customer service
department, but all members of the business need to
understand the role of the job. Satisfying customers,
putting customer needs as the responsibility of the
business to meet them, take that as the basis for
decision-making and action (Cempartner,
2019). Service quality of a business or a bank depends
on the distance, the level of customer expectations as
well as their perceived level of service
quality. Customer service quality includes 5 main
components: responsiveness, service capacity,
reliability, empathy and tangible means. A high-quality
customer service culture is the Bank's capacity,
provided by the Bank and reflected in the level of
satisfaction of the needs and desires of the target
customers that the Bank aims to (Yen & Hien, 2014).
Customer expectations are formed before using the
service. Perception is the customer's evaluation of the
service. When using the service, the customer compares
the perceived service with the desired service and if the
actual use of the service is more satisfied than the
expectations, the customer is satisfied (Dong,
2013). According to Oiver (2001), satisfaction is the
consumer's response to the fulfillment of
wants. According to Kotler (2001), satisfaction is the
level of a person's sensory state resulting from
comparing the results obtained from the product or
service with the person's expectations. Expectations
here are considered human wishes or expectations. It
stems from personal needs, previous experiences and
information such as advertising and word of
mouth. Thus, satisfaction is a function of the difference
between received and expected results. Customers can
perceive one of three levels of satisfaction: If the
performance is worse than expected, the customer will
not be satisfied. If the results received match the
expectations, the customer will be satisfied. If the actual
results exceed the expectations, the customer is very
satisfied and delighted. The quality of service
is perceived by the customer, not determined by the
Bank, it reflects the ability to meet the customer's
expectations at or above them and should be
maintained. Customer care is incompletely understood
as a salesperson's enthusiastic welcome
to customers. The above interpretation is not wrong, but
it is still not enough. Customer care is all that is
necessary for a business to satisfy the needs and
expectations of its customers, that is, to serve customers
the way they expect to be served and to do what is
necessary to do so. keep existing
customers (Nga, 2018). Each different business has
different products and services, so there will be
different customers in each space and different service
time. But how customer service varied, but all adhere to
some basic principles, is when customers need help,
they must be patient, listen to them, offer customer
service exceeding the expectations. Communicate and
behave in a friendly and nice manner with customers.
From the attitude, behavior to the capacity of the waiter,
must always be ready to answer and effectively resolve
questions, complaints, and frustrations. customer
vertical. Willing to create more advantages for
customers such as more attentive service, responding at
customers when they have urgent requests, extending
service time when customers need, creating for
workplaces, dealing with customers. customers are not
hindered. Maintain regular contact with customers and
ensure customers have full information about products
and services used. Monitor the fulfillment of promises
and commitments to customers (Nga, 2018). It can be
seen that what every customer, whether an individual or
a business, wants more from the goods and services
they buy is that they must be completely
reliable (Nga, 2018).
In February 2008, Techcombank received the title of
"The most satisfied service in 2008" voted by readers of
Saigon Marketing newspaper. By March 2008:
Launched Techcombank Visa Credit credit card,
Deployed ADM automatic deposit machine – Deployed
a series of technology modernization projects such as:
upgrading core banking software system to version
T24.R7, a member of both the largest card alliances
Smartlink and BankNet, connects the ATM system with
strategic partner HSBC, deploys a toll-free Customer
Service number (24/7 support). August 2008:
Techcombank Received the Vietnam Gold Star Award
2008 by the Young Business Association. In the same
year, Techcombank also launched a Techcombank –
Vietnam Airlines – Visa co-branded card. The airline
Nguyen Hoang Tien et al., Jr Eco Bus Mgn; Vol-2, Iss- 4 (July-Aug, 2021): 61-69
63
was ranked in the "top 500 leading enterprises in
Vietnam" from the VNR 500 organization and received
the "Credit Product of the Year" award from the
Vietnam Economic Times (Luong Hanh, 2020). In the
current context of market economy and global
integration, everyone has needs to use financial services
at banks. There are many banks in the market so that
customers can choose according to their needs. What
customers care about at these banks is not only about
interest rates but also about services at the bank as
analyzed the link from customers to expectations and
satisfying needs through customer service culture. at the
bank. Since the interest rates between banks are not
much different, the competition in service quality is
almost the main factor leading to the success, creating a
competitive gap and the typical awards of
Techcombank. Whether the service quality is good or
not, customer satisfaction or not depends a lot on
the customer behavior culture of
each branch. Dedication to customers is shown in every
department from security guards, receptionists, tellers
or managers. Therefore, each employee in
Techcombank at each branch needs to be aware of
and adhere to the principles of customer behavior in
order to be able to attract new customers as well as
retain existing customers. Create a culture of
impeccable customer service.
"Without customers, no company would exist" The
comment of the famous economist Erwin Frand has
shown the role of the customer in all business
activities. During the business downturn due to the
impact of the Covid-19 epidemic, companies had to
face a significant drop in revenue, resulting in staff
reductions and downsizing of services. However, this
really did not help the company regain momentum. Yes,
in difficult times, customer service culture must be
given even more priority: The more customers a
business can attract, the quicker and easier it will be to
overcome the crisis (SAGA, 2021). So the way for
Techcombank to let customers feel and pay attention to
the perfect and different customer service culture here is:
First, respect and listen to comments. from customers –
This is the top priority of transactions made at
Techcombank, if there are any comments or complaints
from customers, employees must listen with respect and
receptiveness, then the consultant explains in detail the
problem that the customer is asking with the most
transparent and clear speed. In all cases, a calm and
cooperative attitude must be maintained in the face of
customer behavior. After all issues are resolved, it is
necessary to keep in touch and store noted information
in the system to promptly respond to all customers
needs to create goodwill. Absolutely no uncooperative
attitude, uncivilized behavior or disrespectful words to
customers. The second is focusing on customer service,
forming a key separate service culture at Techcombank
– It is the satisfaction from customers through
transactions at the bank that will increase prestige and
profit. In addition, focusing on activities of taking care
of gratitude and giving gifts on special occasions,
timely grasping new needs, always sharing and ready to
serve the fastest reasonable needs for customers. The
third is to make statistics and implement new programs
through the collection of customer opinions - Give
small surveys to provide opinions to adjust and
improve services thereby creating a culture. Customer
service at Techcombank is the most perfect. Fourth is
the implementation of training and mass system
according to the completed customer service culture
with the system spreading in many places, having a
careful training cycle on the principle of implementing
the customer’s service culture that is essential for
businesses?
RESEARCH METHODS The local approach used mainly in all the methods
of analyzing material, such as methods go nh
calculated for study quality assessment services. To
approach to probe and explain by means of surveys on
customer behavior and attitudes. The qualitative method
includes the selection of customer information through
surveys and surveys of needs, data used are gender,
preferences, (What factors do customers trust
Techcombank for? What do customers like when
experiencing the service at Techcombank?) The main
purpose is to answer the research with explanatory
questions, demonstrating the results. According to the
research, the enterprise will poll 10 long-term
employees to consult to build a questionnaire. My
group has researched many reference sources and a
number of books and newspapers to produce survey
data by qualitative method. The research results of the
qualitative method will also be a stepping stone to build
a survey scale for the quantitative method. The
customer satisfaction survey on service quality at
Techcombank will rate it as a number from 1 (very
dissatisfied) to 5 (very satisfied) to conduct quantitative
research. And the quantitative method "finds a way to
group the signs and find out the cause and effect in the
target groups", based on the documents and research
sources of the qualitative method to have an accurate
and objective view of the problem. Techcombank's
customer service culture topic. The method of
collecting secondary data, this method is based on
available sources, so when applying this method, it
requires specificity, meaning it must be clear, consistent
with research objectives, accurate. of data and
current. And the method of comparing and contrasting
to find the most accurate documents on the research
problem as well as reliable sources of information from
the Internet. The article also provides some examples of
awards achieved by the bank. These are important
proofs that prove the service quality of the most
intuitive bank.
In addition, combined use additional methods
used primary data, such as user surveys but by the time
when the current Covid-19 pandemic is complicated so
Nguyen Hoang Tien et al., Jr Eco Bus Mgn; Vol-2, Iss- 4 (July-Aug, 2021): 61-69
64
the questionnaire was designed in the form of Google
and was sent to a part of Techcombank's customers, in
addition, the data was also collected from published
scientific reports and data provided by Techcombank.
Some difficulties and challenges in the service are
also explored through the banking operations and
processes based on linear regression analysis used
to test the research model on customer service
culture. The obtained results of the project: Researching
theories on service quality and customer satisfaction in
general, thereby building a scale model of service
quality and customer satisfaction that is applied to
service quality and customer satisfaction. used at
Techco mbank in particular and for other commercial
banks in general in Vietnam. On that basis, some
recommendations and solutions are proposed to
improve the quality of credit services of Techcombank
in the current period, significantly contributing to the
development of Techcombank.
The survey process to collect primary data is carried out
in 3 steps:
Step 1: Build a survey questionnaire:
Building a survey questionnaire based on the issues to
be studied to assess the quality of banking
services. Sent a questionnaire to the staff at
Techcombank and conducted a survey to
try testing a number of customers. Edit and complete
the survey.
Step 2: Conduct the survey:
To conduct the survey, the author sent the survey to
customers in the following ways: send the survey
to Techcombank employees and send the online form
to Techcombank customers.
Sampling method:
Overall: all individual customers have been using the
service at Techcombank.
Sample size: according to some studies, the
representativeness of the number of samples selected
for the survey will be appropriate if the number of
samples is 5 samples for 1 subject. The survey model in
this study includes 6 independent factors with 30
observed variables, so the number of samples needed
for the survey is 30 * 6 = 180 variables or more. The
survey was done socks i votes are transmitted in the
form of Google forms are 500 votes in which the
number of questionnaires collected 200 valid
samples. Thus, with the requirements of the sample size
set, the number of observations of 200 questionnaires
collected has ensured good research performance.
Step 3: Process survey data:
General information is processed and results are given
by Excel software. The survey is processed by Eview
software to give accurate results through data from
customers.
RESEARCH RESULTS Service characteristics have made a lot of difference
in the definition of product quality and service
quality. While customers can judge the quality of
tangible products easily through appearance, product
design, packaging, price, brand reputation through