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Measuring the quality of consumer loan service by commercial banks: The case of Vietcombank Đà Nẵng

The research finds that factors affecting the quality of consumer loan service by VCB Đà Nẵng are, in order of importance, “assurance and empathy”, “price awareness”, “reliability of pledge”, “convenience and tangibles”, “responsiveness after disbursement”, and “reliability of service supply process”. | UEH-JED No.210 February 2012 | 7 Measuring the Quality of Consumer Loan Service by Commercial Banks: The Case of Vietcombank Đà Nẵng VÕ THỊ THÚY ANH* ABSTRACT There are many models for measurement of service quality in the world and the initial one was developed by Parasuraman et al. in 1985. Although widely employed in many researches, their original model has been modified and developed into various new ones and one of them is SERVPERF model introduced by Cronin and Taylor in 1992. My research applies those two models to measurement of quality of services supplied by Vietnamese commercial banks, and by VCB Đà Nẵng in particular. The research finds that factors affecting the quality of consumer loan service by VCB Đà Nẵng are, in order of importance, “assurance and empathy”, “price awareness”, “reliability of pledge”, “convenience and tangibles”, “responsiveness after disbursement”, and “reliability of service supply process”. Keywords: Consumer loan service, VCB Đà Nẵng, price awareness, service quality 1. PROBLEM There thus far have been many models on measurement of service quality in the world, and the initial one was developed by Parasuraman et al. (1985). Parasuraman et al. (1988) stated that service quality is affected by tangibles, reliability, responsiveness, assurance, and empathy. Although this model is widely employed, there have been a lot of debates concerning the utilization of service and distance model as a basis for measuring service quality (Carmen, 1990; Babakus and Boller, 1992; Cronin and Taylor, 1992). With the SERVPERF model, Cronin and Taylor (1992) assume that customer‟s awareness of a service reflects manifestly the service quality; and so, service quality is the customer‟s awareness. This paper examines and develops the SERVPERF model of Cronin and Taylor (1992), and on the ground of SERVQUAL, measures the quality of consumer loan service of commercial banks. Based on the theoretical background of SERVQUAL model, the measurement will