A research on customer behavior when using payment bank cards at Vietnam Technological and Commercial Joint Stock Bank - Techcombank Nguyen Hue, Danang, Vietnam

Abstract

The banking services, particularly payment cards, are among the most dynamic and developing sectors in the expanding economy of Vietnam in recent years. Under the fierce and intense competition among domestic and international banks, almost every bank has been increasingly trying to focus on its services in order better to respond efficiently to customers’ ever-changing behaviors and expectations.

This research seeks to investigate customer behavior when using payment card services at Techcombank Nguyen Hue, Danang, Vietnam, which includes identifying the underlying factors and motivations that drive customers’ decision for using payment card services at the Bank, and more importantly evaluating the customer satisfaction level on the banking services offered. The research was carried out with the use of quantitative method, collecting primary data from customers who have been employing the services provided by Techcombank Nguyen Hue, by using structured questionnaires.

The findings reveal that customers choose Techcombank as a services provider owing to the high reputation and prestige of the Bank, the large number of ATMs and POS, the safe and convenient ATM locations, as well as the wide variety of card products’ features. As to customer satisfaction, the large majority are generally satisfied and appreciate the services provided by Techcombank Nguyen Hue; however, the price and promotion issues are fairly underestimated, not to mention some common problems at ATMs. The research also gives some suggestions for Techcombank Nguyen Hue on how to enhance its services so as to encourage repeat patronage and attract new customers.