GRADUATE THESIS DEFENSE

ASSESSING THE IMPACT OF FACTORS ON THE

SATISFACTION OF INDIVIDUAL CUSTOMERS USING
CREDIT CARDS AT SACOMBANK – HOA VANG
TRANSACTION OFFICE

INSTRUCTORS: MASTERS. PHAM THI THUY MIEN

STUDENT: DIEP SANH BAO HAN
CLASS: K25 PSU – QTH5
STUDENT CODE: 25202116040

SACOMBANK
CONTENTS
1. Introduction

2. Literature Review

3. Research Methodology

4. Results Research

5. Conclusions and Recommendations

 1. INTRODUCTION

The use of credit cards has helped

01 diversify services and increse profits
for banks

Reasons for choosing Many banks are now focusing on

the topic 02 developing and promoting credit card

Customers are the determining factor

03 in the bank's survival

SACOMBANK
 1. INTRODUCTION

Understanding the factors is

04
Reasons for choosing extremely important

the topic Contributing to enhancing the

competitiveness of credit card
05 services provided by Sacombank

SACOMBANK
 RESEARCH OBJECTIVES

Sy stematize the ra tio nale for individua l

1
customer satisfac tion

Identify factors affecting the satisfaction of

2
individual customers.

Analyze a nd ve rify the satisfaction sca le s of

3 individual c ustomers using credit c ard servic es

4 Mea suring the sa tisfaction of the customer using

credit ca rd

Proposing some highly practical re commendations

5
a nd solution s
SACOMBANK
 2. LITERATURE REVIEW

The concept of credit cards

• According to Nguyen Thi Phuong Lien,

Nguyen Van Thanh and Dinh Van Son
(International Payment and Credit in
Foreign Trade Activities), a credit card is
a card in which the cardholder is allowed
to owe the card issuing bank a certain
amount not exceeding the amount stated
on the card to pay for goods, services and
cash withdrawals.

SACOMBANK
 2. LITERATURE REVIEW

Customer concept of the Bank

• According to Ho Le Hanh Trang, 06/2009,

p.03 definition: "The Bank's customers are
individuals and organizations in need of
financial products. They are willing to be
able to engage in discussions with banks
to satisfy that need."

SACOMBANK
 2. LITERATURE REVIEW

The concept of satisfaction

• According to Lin & Sun (2009),

satisfaction is an experience
measurement related to customers'
reviews of past purchases and their
shopping experiences.

SACOMBANK
 2. LITERATURE REVIEW

• Research models related to customer

satisfaction with credit cards:

⚬ 3 world research models

⚬ 3 research models of domestic

authors

SACOMBANK
 2. LITERATURE REVIEW

Proposed Research Model

 3. RESEARCH METHODOLOGY

RESEARCH
METHODOLOGY
• Qualitative Research
• Quantitative Research
 3. RESEARCH METHODOLOGY

SCALE
 3. RESEARCH METHODOLOGY

SCALE
 4. RESEARCH
RESULTS

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 3. RESEARCH RESULTS

• Sample size: 300 individual

SAMPLE customers
DESCRIPTIVE • Valid survey: 252
STATISTICS • Equivalent to a rate: 84%
DEMOGRAPHICS
 CHAPTER 4. RESEARCH RESULTS

SCALE
RELIABILITY
RATING
(CRONBACK'S
ALPHA)
 CHAPTER 4. RESEARCH RESULTS

EFAANALYSIS
 CHAPTER 4. RESEARCH RESULTS

CORRELATION
ANALYSIS
 CHAPTER 4. RESEARCH RESULTS

REGRESSION ANALYSIS
5.
CONCLUSIONS AND
RECOMMENDATIONS

SACOMBANK
CONCLUSIONS
• 4 factors affect the satisfaction of individual

customers including: price, Reliability, Service

capacity and Tangible.

• The results of multivariate regression analysis

have determined that individual customer

satisfaction is influenced by the following 4

factors.

SACOMBANK
RECOMMENDATIONS
• Accelerate employee training

• Innovate to improve technology, create product

development

• Strengthen promotion policies

• Inform and deploy information broadly

SACOMBANK
THANK
YOU