Poor customer service behavior of employees at joint stock commercial bank for foreign trade of Vietnam – Ho Chi Minh City branch

Abstract

The banking industry in Vietnam is becoming more comparative in recent years. Big state-owned banks such as Vietcombank, BIDV and Vietinbanks now have to compete with various private banks which are rising quickly. All the banks attempt to retain loyal customers and increase their market share, so they have to pay attention on improving the quality of customer service. It is not a stretch to say that customer retention in the banking sector depends primarily on customer service. Today’s customers are more knowledgeable of their options. So once they have chosen a bank, they expect a high level of customer service. The importance of customer retention in banks depends on these institutions stepping up to the plate and delivering on the quality of service that is expected. The purpose of this thesis is to explore the causes of poor customer service behavior problem at Joint Stock Commercial bank for Foreign Trade of Vietnam - Ho Chi Minh City branch (Vietcombank HCMC branch). This problem is viewed through the symptom of low customer’s satisfaction about service quality at Vietcombank counters. The findings of the study reveals that the main cause of this problem is the lack of a formal training program on customer service for all employees working at this field of the bank. The findings are discussed in details in the research along with some recommendations for the company and management board to increase the level of individual customer service quality in order to improve customer satisfaction of Vietcombank Ho Chi Minh City branch.