Student: Doan Thi Ngoc Thanh

Tutor: Dr. Nguyen Van Phuc

1. Introduction
2. Literature Review
3. Data and Methodology
4. Research Results
5. Conclusions and Recommendations
• To identify determinants of customer
satisfaction.
• To provide recommendations to improve
customer satisfaction.
What are determinants of customer
satisfaction within the call center of
An Binh Bank?

- Does reliability affect customer satisfaction?

- Does responsiveness affect customer satisfaction?
- Does assurance affect customer satisfaction?
- Does empathy affect customer satisfaction?
- Do tangibles affect customer satisfaction?
 Reliability
(REL)
Responsiveness
(RES)
Assurance
(ASS)
Empathy
(EMP)
Tangibles
Source: Parasuraman et al (1988) (TAN)
 INDEPENDENT DEPENDENT

Reliability (REL)
H1
Responsiveness (RES) +
H2
+ Customer
Assurance (ASS) H3 + satisfaction
+ (SAT)
H4
Empathy (EMP)
+
H5
Tangibles (TAN)
 Consistent information, satisfactory answers, on
REL first-call attempt, keeping informed
Prompt answers, understanding customers’
RES needs, reasonable hold time
Knowledge, courtesy, making customers feel
ASS secured
Individualized attention, making efforts to help
EMP customers, recognized customers in later calls
Communication quality, working hours, voice
TAN techniques
Level of satisfaction, loyalty, worth-of-mouth
SAT recommendations
Hypothesis Statements
There is a POSITIVE impact of
H1
reliability on customer satisfaction
There is a POSITIVE impact of
H2 responsiveness on customer
satisfaction
There is a POSITIVE impact of
H3
assurance on customer satisfaction
There is a POSITIVE impact of empathy
H4
on customer satisfaction
There is a POSITIVE impact of tangibles
H5
on customer satisfaction
• Focus Group

• In-depth Interview
SAT = β0 + β1 *REL + β2 *RES +
β3 *ASS + β4 *EMP + β5 *TAN
• Sample: 230
• Sampling method: Random
• Place: 03 branch offices in HCMC
• Survey Method: Face-to-face (163)
Email (67)
Variables Frequency Percent
Gender
Male 95 41.3
Female 135 58.7
Age
15-<25 5 2.2
25-<35 75 32.6
35-<45 90 39.1
45-<60 60 26.1
>60 0 0
Education level
High-school 25 10.9
College 50 21.7
University 130 56.5
Post-graduate 25 10.9
 Standard
Variables Mean Min Max
deviation
Reliability
3.1598 0.63963 2.00 4.25
(REL)
Responsiveness
2.8159 0.81913 1.67 4.33
(RES)
Assurance
3.4859 0.60345 2.00 4.50
(ASS)
Empathy
2.7337 0.67310 1.75 4.50
(EMP)
Tangibles
3.0815 0.59164 1.75 4.25
(TAN)
Satisfaction
3.12 0.70284 1.67 4.33
(SAT)
Cronbach Alpha: > 0.6
 Variables Cronbach Alpha
Reliability .843
Responsiveness .84
Assurance .794
> 0.6
Empathy .845
Tangibles .728
Satisfaction .853
Variables Beta t Sig.
(Constant) .218 .717 .474
REL .373 5.981 .000
RES .175 3.055 .003
ASS .209 2.777 .006
EMP .168 2.298 .023
TAN .018 .251 .802
R2 = 0.416
Hypothesis Statements p-value Results
H1 Reliability .000 < .05

H2 Responsiveness .003
ACCEPT
H3 Assurance .006

H4 Empathy .023

H5 Tangibles .802 Reject

SAT = 0.218 + 0.373*REL +
0.175*RES + 0.209*ASS +
0.168*EMP
• Reliability affects customer satisfaction
• Responsiveness affects customer satisfaction
• Assurance affects customer satisfaction
• Empathy affects customer satisfaction
• Tangibles do NOT affect customer satisfaction
REL
Products and Services
RES

ASS Call-handling

EMP Business
Monitoring

Motivations

Appraisal