The Customer’s Satisfaction In Ho Chi Minh City Branch Of Commercial Bank .doc

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UNIVERSITY OF ECONOMICS HO CHI MINH CITY
International School of Business
------------------------------
TRAN NGOC LAN
THE CUSTOMER’S SATISFACTION
IN HO CHI MINH CITY BRANCH OF
COMMERCIAL BANK FOR
INVESTMENT AND DEVELOPMENT
OF VIETNAM JOINT STOCK
COMPANY (BIDV HCMC)
MASTER OF BUSINESS ADMINISTRATION
1

UNIVERSITY OF ECONOMICS HO CHI MINH CITY
International School of Business
------------------------------
TRAN NGOC LAN
THE CUSTOMER’S SATISFACTION
IN HO CHI MINH CITY BRANCH OF
COMMERCIAL BANK FOR
INVESTMENT AND DEVELOPMENT
OF VIETNAM JOINT STOCK
COMPANY (BIDV HCMC)
MASTER OF BUSINESS ADMINISTRATION
SUPERVISOR: PROF. TRAN HA MINH QUAN
2

EXCUTIVE SUMMARY
Nowadays, in the context of the economic environment, the competition among
the commercial banks in Vietnam to increase their scale as well as their profits is
unavoidable. According to Vyas V and Raitani S (2014), there are many elements
that affect to the switching of customers ‘behavior when they work with the banks.
One of the most important elements is the customer satisfaction. Therefore, the
commercial banks now will focus on developing the products; improve the quality
of services so that they can please their customers, increase the level of customers’
loyalty
The primary research and the secondary research will be used in this report so that
we can analyze and conduct the results about how the customer’s satisfaction
effect on the loan scale in Ho Chi Minh City Branch of Commercial Bank for
Investment and Development of Vietnam. After researching, the information and
data will be used so that we can give some recommendations about what the
managers as well as the board of director of Ho Chi Minh City Branch of
Commercial Bank for Investment and Development of Vietnam should do to
improve their customer satisfaction in order to increase the loan scale, achieve
more profits and complete the assigned business plan in this year as well as the
following years.
0

ACKNOWLEDGEMENTS
I would like to acknowledge all people who supported me during the time I
studied in ISB. Without them, I could not be here today.
I would like to thank all my lovely friends, my sweet colleagues and my dearest
classmates at ISB and BIDV for helping me complete the program.
I also would like to thank my best supervisor - Professor Tran Ha Minh Quan
for supporting me, give me many advices, and guidance me through the time of
making this report. I would not complete this report without his helping.
Especially, I would like to send my sincere thankfulness to my parents and my
husband for their encouragements and supports.
1

TABLE OF CONTENTS
EXCUTIVE SUMMARY
ACKNOWLEDGE
I. INTRODUCTION
1. The company background
2. The structure
II. PROBLEM CONTEXT
1. The reducing in loan scale of Bank for Investment and Development of
Vietnam – Ho Chi Minh City Branch (BIDV HCMC)
2. The customer’s satisfaction in Bank for Investment and Development of
III. PROBLEM IDENTIFICATION
1. Interest Rates
2. Inexperience and untrained employees
3. Security and privacy
4. Late in processing loan disbursements
5. Cause – Effect Map
IV. CAUSE VALIDATION
1. Interest Rates
3. Late in processing loan disbursements
V.RECOMMENDATION AND SOLUTION
1. Solution 1
2. Solution 2

Final solution


VI. ACTION PLAN
CONCLUSION
REFERENCE
APPENDIX
2

I. INTRODUCTION
1. The company background
Joint Stock Commercial Bank for Investment and Development of Vietnam was
established on April 26, 1957 as Vietnam Construction Bank. Over 60 years of
construction and growth with two name changes and added functions and duties,
Joint Stock Commercial Bank for Investment and Development of Vietnam has
always successfully completed the tasks corresponding to each stage of
development of the country and achieves many honors as well as noble rewards
such as Independent Medal I,
Labor Medal I, The Labor Hero
in the renovation period, ...
Ho Chi Minh City Branch of Commercial Bank for Investment and Development
of Vietnam, which was established in 1976, is one of the largest branches in the
Bank for Investment and Development of Vietnam system with a total assets of
VND 10,000 billion and a number of staff is nearly 300 people.
After 40 years of construction and operation, Ho Chi Minh City Branch of
Commercial Bank for Investment and Development of Vietnam has always
excellently fulfilled its responsibilities for each stage of development of Vietnam.
Since the beginning of founding till now, Ho Chi Minh City Branch of
Commercial Bank for Investment and Development of Vietnam has always been
the flagship of the industry as well as one of pioneer and dynamic branches of
3

BIDV in developing new products and services to serve customers. With the motto
"Sharing Opportunity, Successful Collaboration", Ho Chi Minh City Branch of
Commercial Bank for Investment and Development of Vietnam has been very
successful in its role as the lead bank for arranging syndicated loans, co-financing
large-scale investment projects. In 40 years, Ho Chi Minh City Branch of
Commercial Bank for Investment and Development of Vietnam has sponsored for
many major projects in Ho Chi Minh City such as Tan Tao Industrial Park, Linh
Trung Export Processing Zone, Hung Vuong Street, Dien Bien Phu Street, Ben
Nghe Port, OBV Pharmaceutical Company, Phu My Steel Plant, Pomina Steel
Factory, New World Saigon Hotel, Exxon Mobil Unique Vietnam Limited,
Nguyen Van Linh Avenue belongs to new urban area Phu My Hung, Kinh Do
company...
2. The structure
Through more than 40 years of operation, Ho Chi Minh City Branch of
Commercial Bank for Investment and Development of Vietnam has always been a
pioneer and dynamic branch in modern and customer-oriented technology. Along
with the development of Ho Chi Minh City, Ho Chi Minh City Branch of
Commercial Bank for Investment and Development of Vietnam conducts a
comprehensive business, operating with all functions of the commercial bank
branch: currency trading, credit, banking services and Non-bank, to serve
customers of all economic sectors.
4

PRESIDENT
VICE - PRESIDENT VICE - PRESIDENT VICE - PRESIDENT VICE - PRESIDENT
Customer
Relationship
Department
-Customer
Relationship
Department 1
-Customer
Relationship
Department 2
-Customer
Relationship
Department 3
-Customer
Relationship
Department 4
The
Operational
Division
-Credit
Management
Department
-Customer Service
Department
-Management and
Treasury Services
Department
-Risk Management
Department
Internal
Management
Division
-Planning -
General
Department
-Department of
Finance -
Accounting
-Human
Resources
Department
The
Subordinate
Units
-Nguyen Dinh
Chieu Transaction
Office (188
Nguyen Van Thu -
Q1)
-Tran Hung Dao
Transaction Office
(542 Tran Hung
Dao - Q5)
-Ngo Gia Tu
Transaction Office
(306-308 Ngo Gia
Tu - Q10)
Firuge 1. BIDV HCMC organizational structure
(Source: BIDV HCMC Human Resources Department)
5

The current organizational model of the Ho Chi Minh City Branch of Commercial
Bank for Investment and Development of Vietnam consists of 4 blocks, with 14
rooms, including 11 rooms at the head office – 134 Nguyen Cong Tru Street,
Nguyen Thai Binh Ward, Districts 1, HCMC and 3 subordinate units.
In Ho Chi Minh City Branch of Commercial Bank for Investment and
Development of Vietnam, we have four Customer Relationship Departments
which has almost 50 people (including manager and employees) who take care of
more than 50 companies, mainly production and trade companies.
II. PROBLEM CONTEXT
1. The reducing in loan scale of Bank for Investment and Development of
In a world of globalization nowadays, the commercial banks play an important
role and are considered as the most important financial intermediary organization
of the economy in every country in the world. According to Quoc Thuy (2018), in
Vietnam, the three biggest commercial banks that we can count are Joint Stock
Commercial Bank for Investment and Development of Vietnam (BIDV), Joint
Stock Commercial Bank for Foreign Trade of Vietnam (Vietcombank) and
Vietnam Joint Stock Commercial Bank for Industry and Trade (Vietinbank). The
competition among these commercial banks is very fierce now. They have to focus
on developing the new customers as well as maintaining the current customers so
that they can increase the scale and maximize the profits.
6

Bank for Investment and Development of Vietnam – Ho Chi Minh City Branch
(BIDV HCMC), Bank for Foreign Trade of Vietnam – Ho Chi Minh City Branch
(Vietcombank HCMC) and Bank for Foreign Trade of Vietnam – Ho Chi Minh
City Branch (Vietinbank HCMC) are the three biggest branches in the system of
these commercial banks because they contribute more than 20% of scale and
profits of their own banks’ system.
16.000.000
14.000.000
12.000.000
10.000.000
8.000.000
6.000.000
4.000.000
2.000.000
-
BIDV HCMC
VIETCOMBANK HCMC
VIETINBANK HCMC
2016 2017 2018
Firuge 2. Loan Scale in BIDV HCMC, Vietcombank HCMC & Vietinbank HCMC
from 2016 – 2018 (Source: Cafef)
In recent years, although the competition is fierce and the interest rate of Bank for
Investment and Development of Vietnam – Ho Chi Minh City Branch is quite
competitive compared to Bank for Foreign Trade of Vietnam – Ho Chi Minh City
Branch and Bank for Foreign Trade of Vietnam – Ho Chi Minh City Branch, the
7

loan scale of Bank for Investment and Development of Vietnam – Ho Chi Minh
City Branch did not grow as expected.
Specifically, from 2016 to 2018, the loan scale of Bank for Investment and
Development of Vietnam – Ho Chi Minh City Branch decreased 7 percent while
the loan scale of Bank for Foreign Trade of Vietnam – Ho Chi Minh City Branch
and Vietnam Joint Stock Commercial Bank for Industry and Trade – Ho Chi Minh
City Branch increased more than 10 percent. Based on the fact that Bank for
Investment and Development of Vietnam – Ho Chi Minh City Branch is one of the
biggest branches in Bank for Investment and Development of Vietnam system, the
decline in loan scale of Bank for Investment and Development of Vietnam – Ho
Chi Minh City Branch not only affects on the business plan of its own branch but
also affects on the business results of the whole systems. Therefore, this is the
urgent problem that Bank for Investment and Development of Vietnam – Ho Chi
Minh City Branch needs to solve so that they can increase both scale and profit as
well as maintain its position as one of the biggest and the most effective branches
in bank system
As we all known, Bank for Investment and Development of Vietnam – Ho Chi
Minh City Branch has four Customer Relationship Departments. The employees
of these Customer Relationship Departments have to take responsibilities about
loan scale as well as capital scale in order to complete the assigned business plan
in the end of year.
8

In more than 50 production and trade companies, there are 30 main companies that
are considered as the close customers because they have relationships over 10
years and take more than 80 percent of loan scale as well as bring more than 50%
profits of Bank for Investment and Development of Vietnam – Ho Chi Minh City
Branch. These 30 companies are divided into many different business groups such
as Chemical Production, Food Industry, Metal Steel Iron Manufacturer, Packaging
Industry, Real Estate Business, etc…
CHEMICAL (7) FOOD (6) METAL STEEL IRON (8)
PACKAGING (3) REAL ESTATE (5) TELECOMMUNICATION (1)
Firuge 3. Number of companies in each business/industry
(Source: BIDV HCMC Customer Relationship Departments)
Based on the financial statements, the companies’ situation and the profitability,
will consider granting a credit limit as well as appropriate lending rate for
9

companies. The customer will use it to pay for the companies’ production costs or
expenses in operation and development.
Year 2016 (MILLION VND)
Quarter 1/2016 Quarter 2/2016 Quarter 3/2016 Quarter 4/2016
CHEMICAL 878,386 852,564 995,706 1,090,727
FOOD 2,907,256 2,769,056 3,049,741 3,364,454
METAL STEEL IRON 961,175 871,327 986,601 1,102,447
PACKAGING 85,105 79,909 96,728 102,560
REAL ESTATE 1,464,602 1,415,341 1,490,179 1,544,504
TELECOMMUNICATION 115,029 95,231 105,234 134,778
Quarter 1/2017 Quarter 2/2017 Quarter 3/2017 Quarter 4/2017
CHEMICAL 772,031 743,169 873,639 994,450
FOOD 2,689,372 2,818,804 3,071,974 3,368,264
METAL STEEL IRON 866,545 852,849 974,510 1,075,716
PACKAGING 70,127 77,132 87,343 97,768
REAL ESTATE 1,479,054 1,473,170 1,490,997 1,499,736
T Quarter 1/2018 Quarter 2/2018 Quarter 3/2018 Quarter 4/2018
CHEMICAL a 663,906 656,153 781,560 914,749
b
FOOD 2,850,831 2,777,013 3,109,831 3,187,616
METAL STEEL IRON 828,749 742,016 863,390 1,021,152
PACKAGING 68,785 63,369 77,413 89,506
REAL ESTATE l 1,413,540 1,435,733 1,484,342 1,492,607
e
Table 1-2-3. Loan Scales in 2016 – 2018
(Source: BIDV HCMC Customer Relationship Department)
In recent years, although the interest rate of Bank for Investment and Development
of Vietnam – Ho Chi Minh City Branch is very competitive compared to Bank for
10

Foreign Trade of Vietnam – Ho Chi Minh City Branch and Vietnam Joint Stock
Commercial Bank for Industry and Trade – Ho Chi Minh City Branch, the loan
scale did not grow as expected because the reducing of debt scale from main
industries which take high percentage of loan scale.
60%
50%
40%
30%
20%
10%
0%
Quarter Quarter Quarter Quarter Quarter Quarter Quarter Quarter Quarter Quarter Quarter Quarter
1/2016 2/2016 3/2016 4/2016 1/2017 2/2017 3/2017 4/2017 1/2018 2/2018 3/2018 4/2018
Year 2016 Year 2017 Year 2018
CHEMICAL FOOD METAL STEEL IRON
PACKAGING REAL ESTATE TELECOMMUNICATION
Firuge 4. The percentage of loan scale in each business/industry in BIDV
HCMC (Source: BIDV HCMC Customer Relationship Departments)
Metal Steel Iron Groups takes 14% – 15 % of the loan scale, Food takes 46% –
47%, and Chemical Industry takes about 14% while Real Estate Business takes
about 23% of the loan scale of Bank for Investment and Development of Vietnam
– Ho Chi Minh City Branch. While the loan scale of Real Estate Business did not
11

change so much through the year, the loan scale of the remaining industry groups
dropped quite a lot, especially in Quarter 1 and Quarter 2 in every year.
4.000.000
3.500.000
3.000.000
2.500.000
2.000.000
1.500.000
1.000.000
500.000
-
Quarter Quarter Quarter Quarter Quarter Quarter Quarter Quarter Quarter Quarter Quarter Quarter
1/2016 2/2016 3/2016 4/2016 1/2017 2/2017 3/2017 4/2017 1/2018 2/2018 3/2018 4/2018
Year 2016 Year 2017 Year 2018
7 CHEMICAL 6 FOOD 8 METAL STEEL IRON 3 PACKAGING 5 REAL ESTATE 1 TELECOMMUNICATION
Firuge 5. The loan scale in each business/industry in 2016 – 2018
(Source: BIDV HCMC Customer Relationship Departments)
Firstly, the biggest drop in loan scale is Food groups, from 3,364,454 million
VND down to 3,187,616 million VND in 3 years and at some point of time, Food
groups’ loan scale is just 2,689,372 million VND – the number of loan scale in
quarter 1/2017.
12

The second of main dropping loan scale is Chemical Industry. It accounts for
1,000,000 million VND outstanding loans of Bank for Investment and
Development of Vietnam – Ho Chi Minh City Branch in 2016. However, it
decreased in 2017 and 2018 so much and is only approximately 700,000 million
VND, even in quarter 2/2018; the Chemical Industry’s loan scale is about 656,153
million VND.
Finally, Metal Steel Iron Groups decreased from 1,102,447 million VND to
approximately 800,000 million VND in quarter 1 and quarter 2 in 2017, 2018.
Three above groups take more than 70% of loan scale of Bank for Investment and
Development of Vietnam – Ho Chi Minh City Branch. Therefore, the decreasing
in loan scale of those groups makes the business plan of Bank for Investment and
Development of Vietnam – Ho Chi Minh City Branch could not complete.
2. The customer’s satisfaction in Bank for Investment and Development of
Vietnam – Ho Chi Minh City Branch
According to Be Bramley (2017), the satisfactory of customer is the most
important component in any kinds of business. Nowadays, when the competition
among the banks is intense, the customer’s satisfactory will strongly influence the
market share of the banking industry. For instance, if customers are satisfied with
bank A, they will tend to trade a lot at that bank compared to the remaining banks.
In the opposite, if they are unhappy, they will not come to that bank anymore to
trade.
13

In addition, based on the research of Dr. Trapti Pandya, Dr. Neeti Mathur &.
Himanshu Mathur (2016), there are many factors which have strongly influence on
customer satisfaction in banking business. Those are atmosphere, behavior as well
as experience of employees, speed, interest rate, security and privacy.
According to Huong Giang (2016), The Vietnam Report Corporation announced
that Bank for Investment and Development of Vietnam (BIDV) is ranked 2nd
position in the list of 10 most prestigious Vietnamese Commercial Banks in 2016,
higher than Vietnam Joint Stock Commercial Bank for Industry and Trade
(Vietinbank).
Firuge 6. Top 10 prestigious commercial banks in Vietnam in
2018 (Source: Vietnam Report)
14

However, to the year 2018, based on the statistics of Vietnam Report (2018), the
customer satisfaction of Bank for Investment and Development of Vietnam is
lower than Joint Stock Commercial Bank for Foreign Trade of Vietnam and
Vietnam Joint Stock Commercial Bank for Industry and Trade. It may be the
reason for reducing in loan scale in BIDV in general and in of Bank for
Investment and Development of Vietnam – Ho Chi Minh City Branch in
particularly because when the customers did not feel happy with the services or
products of a bank, they will not come to trade anymore. And even if trading is
required in order to maintain the relationship with that bank, the number of trading
will be also very low compared to the other banks.
Like we talked above, and like Bank for Foreign Trade of Vietnam – Ho Chi Minh
City Branch and Bank for Foreign Trade of Vietnam – Ho Chi Minh City Branch
contributes more than 20% of scale and profits of Bank for Investment and
Development of Vietnam system. Therefore, the customer's dissatisfaction,
leading to the reducing in loan scale, will affect strongly on business plan of Bank
for Investment and Development of Vietnam – Ho Chi Minh City Branch as well
as the scale and profit of Bank for Investment and Development of Vietnam
system.
III. PROBLEM IDENTIFICATION
It is very important to find out the affection of the customer satisfaction in Bank
for Investment and Development of Vietnam – Ho Chi Minh City Branch on loan
15

scale because when the business plan of Bank for Investment and Development of
Vietnam – Ho Chi Minh City Branch could not complete, the salary as well as
benefits of employees will be affected strongly because most of the bank
nowadays will use KPIs for salary and benefits policies. Moreover, if the business
plan of Bank for Investment and Development of Vietnam – Ho Chi Minh City
Branch could not complete, the business results of Bank for Investment and
Development of Vietnam system will be also affected.
There are many reasons for the switching behavior of customers in the banks and
one of the most important reasons is the customer satisfaction. Dr. Trapti Pandya,
Dr. Neeti Mathur and Himanshu Mathur (2016) stated that the factors which have
strongly influence on customer satisfaction in banking industry are atmosphere,
behavior and experience of employees, speed, interest rate as well as security and
privacy. If we make our customers feel happy and satisfied, they will stick for a
long time, and otherwise they will go to another bank to cooperate. Mr. Tran Dang
Khoa – current manager of Customer Relationship Department 2, said that in the
past, there is a customer who left Bank for Investment and Development of
Vietnam – Ho Chi Minh City Branch because at that time, the interest rate as well
as the employees’ service makes customers feel dissatisfied. Therefore we can’t
ignore the fact that the customer satisfaction is the major issue that all of banks
nowadays should concern about.
16

After conducting six in - depth interview sessions from 2 main groups (the first
group is managers/chief accountants/chief financial officers who are working the
commercial and manufacturing companies, the second group is employees/
managers of Bank for Investment and Development of Vietnam – Ho Chi Minh
City Branch) as well as researching related theories, there are some key reasons
that make customers feel uncomfortable and dissatisfied. Those are the time of
solving customer’s problem (late in processing loan disbursements), the interest
rate, the lack of experiences of new employees as well as the security and privacy
of customer information.
1. Interest Rates
Nowadays, the competition among production and trade companies in the same
industry is very fierce. In order to dominate the market share and maximize the
profits, most of companies have to reduce their cost in management and producing
but still ensuring the quality of product and the price is reasonable. Saving interest
expenses is one of the effective ways to reduce the cost of company. In fact, the
customers will choose the bank with the lowest interest rate so that they can
decrease their company’s cost. This is one of the reasons why the loan scale
decreases in the beginning of the year such as Quarter 1 and Quarter 2. Because in
the beginning of the year, the interest rate of BIDV HCMC is higher than the
interest rate of Vietcombank HCMC and Vietinbank HCMC about 0.1% per year.
17

Mr. Nguyen Duy Hung – chief accountant of Dry Cell and Storage Battery Joint
Stock Company (PINACO), complained that in 2018, the interest rate of Bank for
Investment and Development of Vietnam – Ho Chi Minh City Branch in Quarter 1
and Quarter 2 is higher than Vietcombank and HSBC – the banks that PINACO
are also in relationship and having outstanding loan. Therefore, with the role of
controlling business costs of PINACO, he has to deal with the other bank for
cutting costs.
In addition, the lending rate has to be fixed for loan terms from 3 months to under
12 months. The sudden change in interest rates of Bank for Investment and
Development of Vietnam – Ho Chi Minh City Branch leads to customer
dissatisfaction as well as making the employees of Customer Relationship
Departments work with customers more difficult. For example, Mr. Vu Duc
Thinh, chief financial officer of Kido Group – a company in Food industry, said
that the lending interest rate for Kido in 2018 which is announced at the beginning
of year was 6.0% per year from 01/01/2018 to 31/12/2018. However, due to
fluctuating interest rates, after three months, Bank for Investment and
Development of Vietnam – Ho Chi Minh City Branch issued a notice raising
interest rates to 6.5% per year from 15/04/2018. According to Mr. Vu Duc Thinh,
this makes hard and uncomfortable for customers in predicting as well as
controlling companies’ costs.
18

According to Quang Thang (2018), Bank for Investment and Development of
Vietnam had almost 1,000 employees left the job in 2017. Therefore, Bank for
Investment and Development of Vietnam had to recruit more employees in 2018
so that the business plan could be guaranteed completing. After recruitment, they
would be trained so that they can get familiar with the work as quick as possible.
Firuge 7. Fluctuations in number of employees at banks (Source: Zing.vn)
However, Ms. Nguyen Thi Kim Nhan, manager of Human Resources Department,
said that the time for this training is about 2 days, and then they will be caught in
the whirl of work because workload of a Customer Relationship employee is quite
heavy compared to the other Department. Some of them will not be trained in a
methodical and fulfill way so that they are able to work. Moreover, for most of
them, the work experience is usually under 2 years, hence, they are not able to
19

convince customers easily so that customers will trade more in Bank for
Investment and Development of Vietnam.
Based on the research of Rida Athar and Faiza Maqbool Shah (2015), training the
employees not only helps them to improve their skills and performances better in
work but also enhances the efficiency of a company at the highest level. In the
opposite, the lack of experience and training of an employee will lead to the
dissatisfaction of customers. Ms. Nguyen Thi Thanh Tuyen, chief accountant of
Ngo Han Company, said that most of employees who she worked with in
Customer Relationship Department 2 in the past are very good at capturing
customer needs as well as advising customers about interest rates, exchange rates.
However, in recent time, when Bank for Investment and Development of Vietnam
system expanded, former employees went to new branches to work, newly
recruited employees to work at Customer Relationship Department 2, the advising
about interest rates, exchange rates for customers are not good as before.
Moreover, the mistakes from new employees are inevitable. For example, the new
employees may forget in collect debt; forget to tell customers about changing
interest rates. This issue makes the customers feel that they not served as well as
the other banks, leading to the movement in trading in generally and loan
documents in particularly from Bank for Investment and Development of Vietnam
to other banks.
20

According to Ratan Jyoti (n.d), the data of customer information is very important
to banks and is the major concern of bank security nowadays. Privacy preservation
of customer information is one of the most important aspects that lead to the
decision in trading of customer in bank industry when the internet developed
rapidly; leading to the theft of customer information data became more seriously
day by day.
In recent time, there are more and more customers who deposit money at banks
are lost because their accounts are hacked. In order to protect the rights and
property of customers, most of Vietnamese banks in generally and Bank for
Investment and Development of Vietnam in particularly are improving their
security system more as well as tightening their regulations on transactions so that
crooks have no chance to steal customer information or make bad transactions.
Ms. Nguyen Thi Thanh Tuyen, chief accountant of Ngo Han Company, said that
for all transactions that take money from this customer account to the other
account, the originals are necessary for implementing these transactions to
guarantee the crooks have no chance to make bad things. She also said the
information about lending and deposit interest rate of customer is a privacy thing
and need to be protected. Otherwise, customers in the same industry or lending
and deposit at the same bank will compare and wonder why their company did not
have a good interest rate as the other ones. In fact, a company with good financial
21

statement, good revenue and profit will be offered better interest rate compared to
the remaining ones in the same industry. That is common sense in banking
industry.
To sum up, the security and privacy of customer information data is important and
necessary in bank industry in generally as well as in Bank for Investment and
Development of Vietnam – Branch Ho Chi Minh City.
4. Time in processing loan disbursements
Regarding to time of processing a loan disbursement, there are 3 main departments
which are related directly to resolve loan application of customers, which contain
the following: Customer Relationship Department is responsibility for receiving
applications, checking invoices, disbursement documents, making loan proposals
and transferring credit management department. Credit Management Department
is responsibility for receiving loan application documents from Customer
Relationship Department, checking documents again, creating loan account on the
system and transferring customer service department. Finally, Customer Service
Department receives loan documents which are transferred from the Credit
Management Department and use them to make a payment for company’s costs or
employees’ salary based on the approved loan documents.
Ms. Nguyen Duy Hung, chief accountant of Dry Cell and Storage Battery Joint
Stock Company, said that most of loan disbursement files of his company need to
be solved before 3pm because his partners need to withdraw cash to use while the
22

banks which are not located in central cities will close their doors before 4pm in
the afternoon. However, in fact, his loan disbursement files are often late
compared to his expectation. The loan disbursement files are usually given to
Customer Relationship Department at 10 am but until 4pm, these loan
disbursement files are resolved and money is transferred to his partners’ account.
This is inconvenient for her partners in withdrawing cash and affect to the
reputation of his company.
Based on the result of Machogu AM & Okiko L’s study (2015), speed is one of
the factors which affect on customer satisfaction in banking industry. If the time of
processing loan files in particularly as well as the time of solving customer’s
problems in generally is faster, the customer satisfaction to Customer Relationship
Department employees will be improved. As a result, the customer satisfaction of
Bank for Investment and Development of Vietnam – Branch Ho Chi Minh City
will be advanced.
Mr. Tran Dang Khoa, manager of to Customer Service Department 2, said that
there is a misunderstanding between Customer Service Department employees and
Credit Management Department employees, leading to the time of processing loan
disbursements is prolonged.
In addition, the absence of the loan approver will affect to the time in processing
loan disbursement. For instance, when the manager of Credit Management
Department goes to a meeting or going out from 1 hour to 2 hours for personal
reason, there is nobody to sign the loan disbursements so that the employees of
23

Credit Management Department can transfer loan files to Customer Service
Department. The loan disbursement will be slowing down more time compared to
expect.
24

Loan Scale
Decreased
5. Cause – Effect Map
Late in
processing loan
disbursements
Misunderstanding
between Customer
Relationship Dept &
Credit Management
Dept
Absence of
approval for
disbursement
Customers’
Satisfaction
Experiences
Uncompetitive under 2 years
interest rate
Change interest
rate suddenly
Security and
Privacy
Customer
information
Information
about interest
rate of customer
Lack of skills in
communication
(convince, advice
customers…)
Interest
Rate
Inexperience
&untrained
employees
25

IV. CAUSE VALIDATION
Based on the above cause and effect map as well as based on the conducting of six
in-depth interviews from two groups (the group one is managers/chief
accountant/chief financial officer who are working the commercial and
manufacturing companies, the group two is employee/manager of Customer
Relationship Departments), based on both secondary data research and the
informed theories, we can notice that the main causes which leading to reduce in
customers satisfaction in Bank for Investment and Development of Vietnam –
Branch Ho Chi Minh City are the late in processing loan disbursement as well as
the lack of experiences and training of employees. It is very important for the
board of director of Bank for Investment and Development of Vietnam – Branch
Ho Chi Minh City as well as the Credit Relationship Department managers to have
an action plan to solve these problems immediately so that they can increase the
loan scale and maintain their position as one of the biggest and most effective
branches in Bank for Investment and Development of Vietnam system.
1. Interest Rates
Regarding to the interest rate, this is not the serious issue to need to be solved
immediately because of some following reasons. The first reason for this statement
is that interest rate is not decided by any bank but is based on the regulations of
the state bank as well as the average interest rate and the market demand. If capital
is abundant, the lending interest rates will decrease, but if the demand for loans
26

increases, the lending interest rates will increase too. Secondly, the current interest
rate of Bank for Investment and Development of Vietnam – Branch Ho Chi Minh
City compared to Bank for Foreign Trade of Vietnam – Ho Chi Minh City Branch
and Bank for Foreign Trade of Vietnam – Ho Chi Minh City Branch is quite
competitive (see more in Table 4)
Loan Term Vietinbank Vietcombank BIDV
01 Month 4.5% 4.5% 4.5%
02 Months 4.5% 4.5% 4.5%
03 Months 5.0% 5.0% 5.0%
04 Months - - -
05 Months 5.0% - 5.2%
06 Months 5.5% 5.5% 5.5%
07 Months 5.5% - -
08 Months 5.5% - -
09 Months 5.5% 5.5% 5.6%
12 Months 6.8% 6.8% 6.9%
18 Months 6.7% 6.8% 6.8%
24 Months 6.8% 6.8% 6.9%
36 Months 6.9% 6.8% 6.9%
Table 4. Interest Rate of BIDV, Vietcombank and Vietinbank
(Source: Vietnambiz)
27

Last but not least, interest rate is just a sub criterion in improving services and
facilities quality in banking industry to increase satisfaction among customers
(Mojtaba Alidadi and Mohsen Nazari, 2013). If the lending interest rate of Bank
for Investment and Development of Vietnam – Branch Ho Chi Minh City is
competitive or higher than the other banks a little (from 0.05%-0.1%), the
customers still tend to choose Bank for Investment and Development of Vietnam –
Branch Ho Chi Minh City if the Credit Relationship Department employees at
Bank for Investment and Development of Vietnam make them feel satisfied as
well as solve their work more quickly compared to the remaining banks.
Regarding to security and privacy issue, this is also not a serious problems of
Bank for Investment and Development of Vietnam – Branch Ho Chi Minh City.
According to TheBank (2019), Bank for Investment and Development of Vietnam
is considered as a bank with a strict mechanism in operating and having the
compliance with the maximum principle of employees. Moreover, Bank for
Investment and Development of Vietnam also operates on a solid foundation, has
a better secure information security system than the other banks; hence, it is able
to limit the penetration of outside hackers for bad purposes. Mr. Nguyen Duy
Hung, chief accountant of Dry Cell and Storage Battery Joint Stock Company
(PINACO), said that Bank for Investment and Development of Vietnam is still the
leading bank in terms of mobilization service. When there are many customers of
28

the other banks like Bank for Foreign Trade of Vietnam lost a number of money in
their accounts, the money of PINACO is still safe in account at Bank for
Investment and Development of Vietnam – Ho Chi Minh City Branch. He feels
happy about that and laughed out loud.
3. Time in processing loan disbursements
The time in processing loan disbursement is considered as one of main causes for
reducing the customer satisfaction at Bank for Investment and Development of
Vietnam – Ho Chi Minh City Branch. However, the late in processing loan
disbursement is because of the conflict between Customer Relationship
Department’s goal and Credit Management Department’s goal as well as the lack
of experience of employees of both departments.
Specifically, regarding to the conflict between Customer Relationship Department
and Credit Management Department, it is because the responsibility of each
departments is different. According to Ms. Nguyen Thi Kim Nhan, manager of
Human Resources Department, the responsibility of Customer Relationship
Department is working with customer, convince them to disbursement and deposit
money more as well as using more banking services because employees of
Customer Relationship Department are always under pressure on business targets
while Credit Management Department’s responsibility is just only limiting the risk
of loaning. For instance, the Customer Relationship Department employees
receive the loan disbursement files from customers, check the invoices as well as
29

the related documents and make a loan proposal before transferring it to Credit
Management Department employee. When the employees of Credit Management
Department receive those files, they check again these loan disbursement files one
more time. This wastes double time in checking documents, leading to late in
disbursement.
Besides, regarding to the lack of experience of employees of both departments,
with a changing strongly in human resources in 2018, many employees of these
both departments at Bank for Investment and Development of Vietnam – Ho Chi
Minh City Branch are new one. Therefore, they will take more time to check
records because they do not have many experiences. They also do not have many
time to communicate with each other so that they can understand how each other's
working style and unify a way to work more effectively.
In addition, in some situations, the loan approver who signs on the loan decision is
absent for a meeting or personal reason, the loan disbursement will be delayed
more from 1 hour to 2 hours. This is unreasonable and make difficult for
customers to manage their payment plan for their partners in time, lead to late in
payment for partners or late in paying salary for employees. The customer
satisfaction will be affected and tend decreasing.
To sum up based on the above analysis, the lack of working experiences and
untrained well of employees is the main cause for the dissatisfaction of customers,
30

leading to the reducing in loan scale of Bank for Investment and Development of
Vietnam – Ho Chi Minh City Branch in previous time. The reason why this main
cause has the most impact compared to the other causes is because of the
following reasons as below.
Firstly, according to Mojtaba Alidadi and Mohsen Nazari (2013), one of the most
effective strategies to improve the customer satisfaction is training employees.
And in this strategy, training employees so that they can be more proactive, more
responsiveness, better in communication with customers as well as get more
knowledge in banking industry sufficiently are most important criteria. A good
Customer Relationship Department employee will be able to convince customer
why the interest rate, the exchange rate, the banking services at his/her bank is the
best compared to the other banks. Mr. Tran Dang Khoa, manager of Customer
Relationship Department 2 stated that customers are also human, also having
feelings such as like, hate, love, hatred… When they have a good impression with
any employee, they will tend to support that employee in completing assigned
business plan. For example, if the lending interest rate of Bank for Investment and
Development of Vietnam – Branch Ho Chi Minh City is higher than the other
banks from 0.1% to 0.2%, they will still implement disbursement transaction at
Bank for Investment and Development of Vietnam – Branch Ho Chi Minh City.
The reason for this is that this employee supported very much in the past and
solved the problems for these customers well. Therefore, a Customer Relationship
31

Department employee who is trained well will be able to complete the business
targets and bring more profits to the bank. In the opposite, a Customer
Relationship Department employee who does not take part in the training class or
is not trained well will not communicate with customers well and even easily in
making mistakes which affect directly on customer satisfaction.
Secondly, according to Mr. Nguyen Anh Duy, a new employee of Customer
Relationship Department 2, said that he feel difficult to work with difficult
customers such as Ngo Han Company. While in the opposite, Ms. Nguyen Thi
Thanh Tuyen, chief accountant of Ngo Han Company, said that she would not like
to work with the employees who have less than 2 years of working experience
because they do not have enough knowledge as well as skills and experiences to
advise or solve customer’s problems quickly and effectively. This is easy to
understand because of the fact that new employees easily make mistakes more
than the old employees who had more than 2 – 3 working years. And if there are
many employees of Bank for Investment and Development of Vietnam in
generally as well as of Bank for Investment and Development of Vietnam – Ho
Chi Minh City Branch are recruited, the difficult customers like Ngo Han
Company will carry out all their transactions at the other banks instead of trading
at Bank for Investment and Development of Vietnam.
Finally, according to Erin Schreiner (n.d), in the world of fierce competition, the
employees who face-to-face with customers, or in this situation is Customer
32

Relationship Department employees who work and communicate directly with
customers, will evaluate exactly how satisfied customers feel as well as keep them
content with the company/the bank and preventing them from looking for another
companies/another banks which serve them better.
In conclusion, the board of director of Bank for Investment and Development of
Vietnam – Ho Chi Minh City Branch as well as the managers of Credit
Relationship Customers has recognized that the lack of experience in
communication and the bad in training as the main cause for the reducing of
customer satisfaction, leading to the decreasing in loan scale in recent years. In
order to increase the customer satisfaction, this problem needs to be solved
immediately. Besides, by solving this problem, the skill and knowledge of
employees will be improved. Moreover, the result of increasing the customer
satisfaction is that the loan scale as well as the profit of Bank for Investment and
Development of Vietnam – Ho Chi Minh City Branch will be better in future.
5. RECOMMENDATION AND SOLUTION
After conducting and analysis the data and information above, we can notice that
the main cause of dissatisfaction of customers in Bank for Investment and
Development of Vietnam – Ho Chi Minh City Branch is the lack of working
experiences and untrained well of employees. Therefore, this below part will focus
on giving feasibility recommendations or solutions in order to solve this problem.
33

1. The first feasibility solution:
In Bank for Investment and Development of Vietnam – Ho Chi Minh City Branch,
most of current employees in Customer Relationship Departments are not trained
much because they have many works to do day by day. According to Ms. Nguyen
Thi Kim Nhan who is the manager of Human Resources Department, the time for
training new employee is 2 days. It is too short for the employee can understand
all the training content. Therefore, the result for this short training is quite negative
based on the fact that the customer satisfaction of Bank for Investment and
Development of Vietnam – Ho Chi Minh City Branch is going down and the loan
scale decrease. Moreover, most of them will not be trained in a methodical and
fulfill way in order to work well. And with the work experience is usually less
than 2 years, they will not be able to advise or convince customers that Bank for
Investment and Development of Vietnam – Ho Chi Minh City Branch is better
than the remaining banks.
Based on the study of Mojtaba Alidadi and Mohsen Nazari (2013), one of the best
ways to improve the customer satisfaction is training employees. Therefore, Ms.
Nguyen Thi Kim Nhan who is the manager of Human Resources Department
suggested that all the current employees in Customer Relationship Department
should be re - trained about the communication as well as develop their soft skills
so that they can achieve more satisfy from customers. Some important skills for
employees of Customer Relationship Department can be named as listening,
34

interacting, understanding and convincing on their customers. This training class
will help the Customer Relationship Department employees improve their skills
and knowledge. Thus, the “employee skills training” classes should be held
immediately.

Benefits:


Employees will study more knowledge about banking industry.



Employees will know how to communicate with customers more effectively



Identifying the customer’s demands, support, advice and convince them choose


as the best bank for them when trading.

Cost:

The cost for one Customer Relationship Department employee to takes part in the
“employee skills training” class is VND 2,000,000. Therefore, the total cost is
VND 80,000,000 for 40 employees in Bank for Investment and Development of
Vietnam – Ho Chi Minh City Branch
Description Estimating Cost VND
1 The cost of hiring the trainer for 4 training days 40,000,000
2 Cookies, snacks, tea and coffee in break - time 8,000,000
3 The cost for training documents and equipments 16,000,000
4 The cost for the organization board 8,000,000
5
Additional cost (electricity, water, papers, clip board,
8,000,000
pens, evaluation form, et al)
Total 80,000,000
35

2. The second feasibility solution:
As we all known, with a changing strongly in human resources at Bank for
Investment and Development of Vietnam in 2018, most of employees of both
Customer Relationship Department and Credit Management Department in Bank
for Investment and Development of Vietnam – Ho Chi Minh City Branch are new
ones. Therefore, they need more time to gain experience as well as communicate
with each other well so that they can understand how each other's working style
and unify a way to work more effectively.
In fact, with a long time in working together, the employees of Customer
Relationship Department will know how to co – operate with Credit Management
Department employees effectively. As a result, the loan disbursements will be
solved more quick and the customer will feel more satisfy the the speed in
processing customer files of Bank for Investment and Development of Vietnam –
Ho Chi Minh City Branch employees. Thus, Mr. Tran Dang Khoa, manager of
Customer Relationship Department 2, recommended that it is very important and
necessary to build a program in order to improve the internal communication
between Customer Relationship Department and Credit Management Department.

Benefits:


Creating the environment / atmosphere to make more opportunities for
meeting, opening networking and sharing experiences between the employees

36

from both Customer Relationship Department employees and Credit
Management Department.

Building a good atmosphere where all of employees will feel comfortable so
that they can be easily and happy in receiving feedbacks from each other or


sharing the difficulties in working with each other.

Cost:

The cost for the “improving the internal communication” program between
Customer Relationship Department and Credit Management Department in Bank
for Investment and Development of Vietnam – Ho Chi Minh City Branch is about
VND 250,000,000.
Description Estimating Cost VND
The cost for building the “improving the internal
communication” program to improve the internal
1 communication (team - work, meeting, monthly 10,000,000
dialogue between Customer Relationship Department
and Credit Management Department)
The cost for building the social events or organizing
the BIDV tours/trips for teambuilding so that all
2
employees from both Departments can meet each
240,000,000
other, share working experiences with each other and
communicate with each other (~VND
3,000,000/person)
Total 250,000,000
In conclusion, the “employee skills training” classes and building “the internal
communication” program are the feasibility solutions that the board of director of
Bank for Investment and Development of Vietnam – Ho Chi Minh City Branch as
37

well as the managers of Credit Relationship Customers can use to improve
knowledge, skills as well as communication ability of their employees so that they
can co – operate with each other well and work with customers better.

THE FINAL FEASIBILITY SOLUTION

However, after considering between these two above solutions (the benefits and
the costs), the “employee skills training” class need to be prioritized to apply as
soon as posible because it is more feasibility based on following reasons:
Firstly, the “employee skills training” class will be the easiest way when you want
to change someone’s awareness as well as their styles in working. According to
Shelley Frost (2019), training in workplace is very important because it helps
employees improve their performance, address their weakness, as well as increase
the satisfaction of employees in working because they feel they are valued. As a
result, this will increase the knowledge, the skills as well as the communication
abilities of employees in working. In addition, after taking part in these classes, the
employees can understand why they need to gain more experience, more
knowledge, improve their skills and communicate better with customers as well as
their colleagues. Because thank to this improvement and development, they will
be able to gain more the customers satisfaction so that they can achieve more
market share to their company as well as increase the loyalty of their customers.
38

Secondly, the cost of the “employee skills training” class is about VND 80
million, which is lower than the cost of implementing “the internal
communication” program.
Finally, according to Ms. Nguyen Thi Thanh Tuyen, chief accountant of Ngo Han
Company, the customer satisfaction will depend on how employee work, behavior,
support and give advice for customers. Ms.Nguyen Thi Kim Nhan who is the
Human Resource Department manager stated that if all of employees in Customer
Relationship Department are trained well, they would know how to gain more the
customers satisfaction. The more satisfied customers are, the higher their
engagement with Bank for Investment and Development of Vietnam – Ho Chi
Minh City Branch is.
To sum up, after thinking and considering carefully between the two above
solutions, the solution about holding “employee skills training” class should be
prioritized to apply now because the cost is lower but the effect is immediately
visible in short term.
6. ACTION PLAN
In Bank for Investment and Development of Vietnam – Ho Chi Minh City Branch,
the customer satisfaction is the urgent problem and “the lack of experience of
employee and untrained employees” is the main cause that needs to be solved now
in order to Bank for Investment and Development of Vietnam – Ho Chi Minh City
Branch can reach the loan scale as well as complete their business plan in 2019.
39

The below table is an action plan in 06 months of Bank for Investment and
Development of Vietnam – Ho Chi Minh City Branch. The result will be evaluated
at the end of the year 2019.
Tasks Department June July Aug Sept Oct Nov Dec
Collect as well as research the Human
data and information about all Resources Dept,
the current Customer Soft Skill
Relationship Department Training
employees Organization,
Invite an Independent Soft employees of
Skill Training Organization to Customer
make criteria for training Relationship
class. Dept
Make the content or criteria Soft Skill
for training program; then Training
survey and analyze the results Organization,
of these survey Human
Receive the feedbacks from Resources Dept,
Human Resources Dept / Customer
Customer Relationship Dept Relationship
and then make correction Dept
List all the employees of
Customer Relationship Human
Department with low score Resources
through the survey Department,
Organize the “employee skills Customer
training” classes for all the Relationship
low scores employees to join Dept
fully
Receive feedbacks from “the
low scores employees” who Human
join in classes to improve Resources
training program for the next Department
time
Re-evaluate the “employee Board of
Director (BOD),
skills training” classes
Managers,
effectively or not. Re-open
Human
the new class if necessary
Resources Dept
40

CONCLUSION
In world of fierce competition of banking industry, the completing or not in
assigned business plan depend much on the customer satisfaction. This report
showed that the customer satisfaction in banking industry will be impacted by
many causes. Those are the interest rate, the security and privacy, the speed in
solving customer’s problems as well as the experience and communication of
banking employees. If the customer satisfaction in Bank for Investment and
Development of Vietnam – Ho Chi Minh City Branch is higher than the other
banks in same region, the customers would implement more transactions at Bank
for Investment and Development of Vietnam – Ho Chi Minh City Branch
compared to the remaining banks which they are having the relationship.
The customer dissatisfaction in Bank for Investment and Development of Vietnam
– Ho Chi Minh City Branch in recent time has been making the loan scale
decrease and is considered as an urgent problem and the “the lack of experience of
employee and untrained employees” is the main cause that needs to be solved
immediately. Some solutions have been made in order to gain more customer
satisfaction. After considering some related things of two solutions like benefits,
costs as well as the advantage or disadvantage, holding the “employee skills
training” class is the best solution at the moment because of the lower cost and the
ability to impact on customer satisfaction profoundly in Bank for Investment and
Development of Vietnam – Ho Chi Minh City Branch immediately.
41

Although the time of researching, conducting and analysis is limited, the result of
this report is that the inexperience and untrained employees affect strongly on
customer satisfaction in Bank for Investment and Development of Vietnam – Ho
Chi Minh City Branch in particularly and in banking industry in generally is
undeniable.
In the future, the researchers may find out more about the thoughts of employees
about the developing their own career path as well as the impact of developing
career path on their working attitude and dealing with customers of the employees
so that the causes which impact on customer satisfaction are evaluated more
correctly.
42

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45

APPENDIX
Appendix 1 – Group 1
INTERVIEW TRANSCRIPT 1
Interviewer: Tran Ngoc Lan
Interviewee: Nguyen Duy Hung – Chief Accountant of Dry Cell and Storage Battery JSC
NL Good morning Mr. Hung. How are you today?
DH Hi Lan. I’m fine. What are you up to?
NL Today I need you to help me out with a short interview. This will take about your 15
minutes in order to notice some reasons of your satisfaction about BIDV HCMC. Are you
okay with that?
DH Okay
NL Firstly, let me tell you something. All the questions which I will give you there are no
right or wrong answer because I want to focus on your own point of views.
DH Okay I got it.
NL Okay. Firstly what is your company product/service and which department are you
working for? Your position in this department
DH I have worked at Dry Cell and Storage Battery Joint Stock Company for over 20 years.
This company produces batteries for cars and motorbike.
I am worked for Accountant Department as a chief accountant.
NL How long does your company have relationship with BIDV HCMC?
Do you feel happy when trade at BIDV HCMC?
DH My company has been in relationship with BIDV HCMC for over 10 years.
I feel satisfied while trading in BIDV HCMC although sometimes, there are some
problems in transaction at BIDV HCMC that make me think and feel unhappy.
NL What made you feel uncomfortable and dissatisfactory during that time, Mr. Hung?
DH Hmm…The interest rate of BIDV HCMC is higher than Vietcombank & HSBC from
0.2% or more in some point of time.
NL What anything else?
46

DH Well, the time of processing loan disbursements at your bank is quite long compared to
Vietcombank. You know most of my partners need to receive their money before 3pm in
the afternoon so that they can withdraw money timely. I remember that there was more
than 10 times in last quarter that my partners could not receive their money timely. This
make me feel like I did not keep promises as well as affect to my company reputation.
NL It sounds very uncomfortable for you. Does it affect on your choosing banks for
implementing transactions?
DH Of course! My responsibility is that maintaining the company’s cost is minimum level as
well as protects the reputation of my company to the partners so that the business can
work well.
However, do not worry, Lan!
Your bank is still the leading bank in terms of mobilization service. When there are many
customers of the other banks like Vietcombank, Eximbank lost their money. My money is
still safe with BIDV, right? Haha
NL Well thanks for compliment. I will notice all your feedback and try to serve you as well
as your company better because customer is king. Right?
Have a good day Mr. Hung
DH You are welcome, Lan
Interviewee: Mr. Vu Duc Thinh – Chief Financial Officer of Kido Group
NL Good afternoon, Mr. Thinh. Sorry for bothering your lunch time. How are you today?
DT No problems, Lan. I’m fine. What will we do today?
NL Today I need you to help me out with a short interview about your thought about BIDV
HCMC. This will take about your 15 minutes. Are you okay with that?
DT Okay
DT Okay. Let’s do it
47

NL Okay. Firstly, what is your company product/service and which department are you
DT I have worked at Kido Group for over 15 years. This company produces food.
I am worked for Accountant Department as a chief financial officer.
DT My company has been in relationship with BIDV HCMC for over 20 years.
I feel satisfied overall but sometimes there is some issues in transaction that make me feel
unhappy.
NL What made you feel uncomfortable and dissatisfactory during that time, Mr. Thinh?
DT Hmm…The interest rate of BIDV HCMC is competitive to Vietcombank and Vietinbank.
However, The interest rate of your bank changes frequently and suddenly. This made me
cannot predict my company cost as well as control the lending cost
NL What anything else?
DT Well, I think your bank serve customers very well
But you know. The controlling interest rate is very important for all chief accountant or
chief financial officer like me to control the cost. I cannot deny that it makes me feel
dissatisfied despite the other things in your bank is good.
NL Well thanks for your time and have a good meal Mr. Thinh.
DT Thank you very much, Lan
Interviewee: Ms. Nguyen Thi Thanh Tuyen – Chief Accountant of Ngo Han Company.
NL Good afternoon, Ms. Tuyen. Sorry for bothering you in this time. How are you today?
TT I’m fine, Lan. What will you intend to do today?
NL Today I need you to help me out with a short interview to share your thoughts about
BIDV HCMC. This will take about your 15 minutes. Are you fine with that?
48

TT Totally, Lan
TT Okay. I know it
NL Okay. Let me see. What is your company product/service and which department are you
TT I have worked at Ngo Han Company for almost 10 years. This company produces copper
cable.
I am worked for Accountant Department and now I am a chief accountant of Ngo Han
Company.
TT My company and BIDV HCMC have been in relationship for over 20 years. I guess
I do feel happy in transaction with your bank.
However, I am a hard person. Therefore, I think you bank has some problems that need to
be corrected now to convince me that your bank is better than other banks.
NL What are problems that you mentioned?
These problems made you feel uncomfortable and dissatisfactory, right?
TT Hmm…The first thing is about your bank employees.
You know the work, behavior, supporting and giving good advices for customers of
Customer Relationship Department employee will impact on my satisfaction.
The employees who worked with me in the past are very good at capturing my needs as
well as advising me about interest rates, exchange rates. The new one in recent time who
your bank recruited did not do that thing anymore.
Besides, they forgot in collecting my company debt two times in month. This is
unacceptable.
So, this is reasons why I do not lke new Customer Relationship Department employee,
especially, the employees who have less than 2 years of working experience in banking
industry. The new employees or the employees who have less than 2 years of working
experience will not have enough knowledge, skills and experiences to solve customer’s
problems quickly and effectively.
NL What anything else, Ms. Tuyen?
49

TT Well, I think your bank serve customers very well, especially in security and privacy for
customer information. For all my transactions, your bank always requests the originals
for implementing these transactions. This will help to guarantee the crooks have no
chance to make bad thing on my company’s account. I appreciate this.
In addition, I think the information about my lending and deposit interest rate is
privacy and need to be protected from the other companies in the same industry so that
it may becomes one of competitive advantages of my company.
NL Well thanks for your answers
Have a good day! Ms. Tuyen.
TT You are welcome, Lan
Appendix 2 – Group 2
Interviewee: Mr. Tran Dang Khoa – Manager of Customer Relationship Department 2
NL Good morning, Mr. Khoa. How are you today?
DK I’m fine. What do you need me help today?
NL Today I need you to help me out with a short interview to share your thoughts as well as
your opinions about customer satisfaction at BIDV HCMC. This will take about your 15 -
20 minutes. Are you fine with that?
DK Sure!
NL Okay. Firstly, let me tell you something. All the questions which I will give you there are
no right or wrong answer because I want to focus on your own point of views.
DK Okay. Got it
NL Hmm. Let me see. How long have you been worked for BIDV HCMC?
Which department are you working for and what is your current position in this
department?
DK I have been worked in Customer Relationship Department 2 at BIDV HCMC for almost
10 years and now I am manager Customer Relationship Department 2.
50

NL Do you think whether the customer satisfaction is important to banking industry
nowadays?
DK Working at BIDV HCMC for almost 10 years, I am sure about the importance of
customer satisfaction in banking industry is undeniable.
I remember that in the past, a customer stopped all transactions at BIDV HCMC because
an employee of Customer Relationship Department 1 announced them a different interest
rate compared to commitment.
He complained that this was very uncomfortable and the behavior of that employee to
him as well as his company was also bad.
NL So, what impacts on customer satisfaction at BIDV HCMC in recent time that you think
is important?
DK Hmm…I think one of the most important impacts on customer satisfaction at BIDV
HCMC in recent time is the time of processing loan disbursements.
As a manager of Customer Relationship Department 2, work face-to-face with customers,
I heard many complain about the late in processing loan disbursements in recent time.
They said that they feel unhappy about that.
NL Do you have any ideas about why processing loan disbursements are late?
DK I think that there is misunderstanding between Customer Relationship Department and
Credit Management Department in processing loan disbursements at BIDV HCMC in
recent times, leading to late in disbursements for customers.
NL Based on my interviews, many customers care about the interest rate.
Do you think it is an important reason that impacts on customer satisfaction?
DK Hmm. In my point of view, lending as well as deposit interest rate is important to
customer but not much.
Customers are also human, also having feelings such as like, hate, love, hatred…
When they have a good impression with any employee, they will tend to support that
employee in completing assigned business plan although the interest rate at that time may
higher than the other banks from 0.1%-0.2%.
NL So, you think the issues about time of processing loan disbursements at BIDV HCMC is
more important and need to be solved now compared to the interest rate?
DK Yup.
NL So can you suggest any recommendations for solving that issue?
51

DK I think we should build a program to provide tools for improving internal communication
between Customer Relationship Department and Credit Management Department to
reduce the misunderstanding between those two departments.
NL Okay. Thanks for your helping. Have a good day! Mr. Khoa.
DK So do you, Lan
Interviewee: Mr. Nguyen Anh Duy – employee of Customer Relationship Department 2
NL Good morning, Mr. Duy. How are you today?
AD I’m fine. What will we do today, Ms. Lan?
NL Today, I need you to help me out with a short interview to share your thoughts and your
opinions about customer satisfaction at BIDV HCMC.
This will take about your 15 - 20 minutes. Are you ready?
AD Of course!
NL Okay. Firstly, let me tell you something.
All the questions which I will give you there are no right or wrong answer because I want
to focus on your own point of views.
AD Yup, got it madam
NL How old are you?
How long have you been worked for BIDV HCMC?
Which department are you working for?
And what is your current position in that department?
AD I am 23 years old. I have been worked in Customer Relationship Department 2 at BIDV
HCMC for almost 1 year and now I am just an employee of Customer Relationship
Department 2.
NL Do you think whether the customer satisfaction is important to banking industry
nowadays?
52

AD Although I just have been worked at BIDV HCMC in almost 1 year but I can see how the
customer satisfaction impact on my work as well as my assigned business plan.
NL Why do you say that? Could you tell me the reason?
AD From beginning, I assigned to manage 3 customers. Those are Ngo Han Company, Tin
Thanh Packaging Company and VNSTEEL – Ho Chi Minh City Metal Corporation.
As a new employee of Customer Relationship Department 2, I am very difficult to
communicate with customers, especially in work face-to-face with Ms. Nguyen Thi
Thanh Tuyen - chief accountant of Ngo Han Company. I heard that Ngo Han Company is
a hard customer from the old employees, I was mentally prepared but that wasn't enough
to help me work with them better.
NL Do you have any ideas to improve this situation?
AD I think that I need to work more so that I can gain experiences when work face-to-face
with hard customers. Besides, I only just took part in a two-day training class before I
started my work last year. I think that If I have a chance or BIDV system opens addition
training class in the future, I will take part in so that I can learn more.
NL In your opinion, what is the factor that affects most on customer satisfaction at BIDV
HCMC?
AD Hmm. In my point of view, I think that is way employees treat their customers such as
well behavior, giving good advices, supporting in work,…
NL The factor that you were talking is the experiences in communicating with customers.
Right?
AD Yes. That is it!
NL So can you suggest any solutions for improving that factor?
AD I think we should hold more training class for someone like me to improve our
knowledge as well as experiences and communication ability.
NL Okay. Thanks for your answer.
Have a good day! Mr. Duy.
AD So do you, Lan
53

Interviewee: Ms. Nguyen Thi Kim Nhan – Manager of Human Resources Department
NL Good afternoon, Ms. Kim Nhan. How are you today?
KN I’m totally fine. What do we do today, Ms. Lan?
NL Today, I need you to help me out with a short interview to understand more about BIDV
HCMC operation as well as know more your opinions about the current situation of
customer satisfaction at BIDV HCMC.
This will take about15 - 20 minutes of your time. Could you help me?
KN Of course, Ms. Lan! We could begin immediately.
NL Thank you!
Before start interviewing let me tell you something.
All the questions which I will give you there are no right or wrong answer because I want
to focus on your own point of views.
KN Got it Ms. Lan
NL Firstly, how long have you been worked for BIDV HCMC?
Secondly, which department are you working for?
And thirdly, what is your current position in that department?
KN I have been worked in Human Resources Department at BIDV HCMC for over 20 years
and now My position is a manager of Human Resources Department.
NL As a manager of Human Resources Department, Do you think whether or not the
behavior as well as experiences of an employee affect on customer satisfaction in banking
industry nowadays?
KN Although I just worked in Human Resource Department for most of time at BIDV
HCMC, but I can see how the customer satisfaction affects on my bank’s business plan.
Therefore I am pretty sure that customer satisfaction is an important problem that my
bank needs to be concerned about.
NL Which department at BIDV HCMC that works face-to-face with customers most?
What are the responsibilities of that department?
54

KN The employees of Customer Relationship Departments are the ones who work face-to-
face with customers most
The responsibilities of them are working with customer, convince them to disbursement and
deposit money more as well as using more banking services at BIDV HCMC. Thus, most of
employees of Customer Relationship Department are always under pressure on business targets.
NL So, as a manager of Human Resources Department at BIDV HCMC, have you ever heard
any complain from customers to employees of Customer Relationship Departments?
KN Hmm. I have heard complaints but it is from the managers of those Customer Relationship
Departments. They said that their customers complained about late disbursement and
blamed that for employees of Customer Relationship Departments.
NL Do you think that late disbursement is mistakes from employees of Customer
Relationship Departments like customer said?
KN Hmm. In my point of view, I think the responsibility for late in disbursement is from both
Customer Relationship Department and Credit Management Department.
NL Why did you say that?
KN I said that because I think the late in disbursement is because of the difference between
responsibilities of two departments. While Customer Relationship Department has to
work well and fast to gain more profit to my bank, the responsibility of Credit Management
Department is limiting the risk of loaning.
NL What else?
KN The time for training new employee is also a problem.
It just takes 2 days. They will not be trained methodically and fulfill so that they are able
to work well.
Moreover, most of new employees have working experience less than 2 years, hence, they
are not able to convince customers easily compared to the old employees with having
more knowledge and experiences.
NL So do you have any suggestions or any solutions for that problem?
KN Hmm. In think we should re - trained about the communication as well as develop soft skills for
all Customer Relationship Department employees so that they can get more satisfy from our
customers.
In addition, if we trained all the employees in both Customer Relationship Department
and Credit Management Department are trained well, they would know how to gain more
the customers satisfaction
55

NL Okay. Thanks for your answer. Have a good day! Ms. Nhan.
KN So do you, Lan
56

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