Improving employees customer-oriented behavior at counter: a case of Agribank - To Hien Thanh branch

Abstract

Banking is the financial institution that provide the customers related financial services. In recent years, there are the development of several banking corporations in the market with the high amount and high increase of the Joint Stock Corporations Banking Institution. The growth in the volume of banking institution leads to the rise of the competition on banking market and this creates the motivation to the bank to change the way of operating to improve the competitiveness, especially the 100% state-owned banking such as Vietnam Bank of Agricultural and Rural Development (“Agribank”), one of the largest 100% state-owned banking institution with a long time operation but by customer service style of the government office. Banking activities include all services associated to banking and financial such as loan, borrowing, deposit, transferring, etc., in which counter transactions that are usually take place at bank branches with frequent customer interaction requests. For that reason, the counter transactions can significantly affect customers' awareness and satisfaction towards the image and quality of the bank branch. Hence, it is essential to enhance the customer service linked to direct transactions in all aspects to increase the competitiveness of the bank in marketplace. Since the counter transactions have played a vital role in bank branch activities, especially for personal customers; the employees at bank branch have to know how to communicate and deal with customer issues in proper ways, from the procedure guide to interactive behaviors and other related skills. In refer to Agribank To Hien Thanh (“THT”) Transaction Office, the researcher has tried to learn about the problem of poor customer-oriented behavior of employees which is caused customer dissatisfaction about direct transactions. With deeper investigation, the author found that the main cause following this problem being low working motivation and suggest some alternative solutions as well as action plan to improve the situation of this Transaction Office.