BUSN20016: Assessment of Assignment 3 Assessment criteria Total marks
Marks obtained
A statement of the problem, research aim, objectives and research questions
All criteria are equally weighted
Justification and potential output of the research Conceptual framework Methodology, organisation of the study, project budget and schedule Accurate referencing, use of correct English and logical sequences between sentences and paragraphs and a good introduction Total Marks 50 Mark reduction for Turnitin similarity (It's up to the lecturer/markers/course coordinator's judgement) Mark reduction for late submission (5% mark reduction for each day of late submission) Grand total = 50
PROJECT PROPOSAL
Service Quality of Banking – A Case Study in Vietnamese Retail banking Assignment 3 Research in Business Name of the Student: Student ID: A research proposal submitted to the School of Business and Law, in fulfilment of the requirements of BUSN20016 (Research in Business) for the degree of Master ****
June 2017
Contents SECTION 1 ........................................................................................................................................................... 1 INTRODUCTION .............................................................................................................................................. 1 PROBLEM STATEMENT ................................................................................................................................... 2 RESEARCH OBJECTIVES / QUESTIONS ............................................................................................................ 3 JUSTICATION OF THE PROJECT ....................................................................................................................... 4 EXPECTED RESEARCH OUTPUT / OUTCOME .................................................................................................. 5 SECTION 2 ........................................................................................................................................................... 6 THEORETICAL FRAMEWORK AND RESEARCH HYPOTHESIS ........................................................................... 6 RESEARCH METHODOLOGY ............................................................................................................................ 9 SECTION 3 ......................................................................................................................................................... 11 ORGANISATION OF THE STUDY .................................................................................................................... 11 GANTT CHART............................................................................................................................................... 12 PROJECT BUDGET AND BUDGET JUSTICATION ............................................................................................ 12 REFERENCES ..................................................................................................................................................... 14 Appendix A ....................................................................................................................................................... 16 Appendix B ....................................................................................................................................................... 19
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SECTION 1
INTRODUCTION
Bank plays a significant role in the economic distribution for the development of a country. It is a financial firm accepting deposits and channels those deposits into lending activities either directly or through capital market (Nagabhuhaman, 2013). A bank works as an intermediary to connect people who practice financial activities via investing, lending, borrowing, transferring and a various economic purposes. In the context of globalisation and modernisation in the financial market, it does not only provide great opportunities for bankers to develop their business by establishing branches in foreign countries with the goal to interest more customers, maximise profit, and enhance their trademark; but also provide various benefits for customers with efficient and excellent service (Ngo & Nguyen Huan, 2016). In fact, in the current competitive business world, firms analyse customers’ attitudes and opinions since these have an impact on long term demand and profitability (Silvio et at., 2014). This is appropriate in the banking industry, especially as customers become more demanding and financially literate. Hence, banks are forced to carry out more services beyond their offers. There are many evidences which have been proven by some researchers that service quality has become an aspect of customer satisfaction, in other word, service quality is related to customer’s satisfaction (Corneliu, 2013). In fact, there is a significant amount of research in this area in particular countries; this research proposal will provide and examine the main idea in the area of the relationship between service quality and customer satisfaction, and the significant role of customer satisfaction in banking success. The other aim of this project is to investigate whether or not there is link between service quality and a firms’ economic performance in the retail banking sector. This assignment will be organised as follows. Firstly, Section One will include the Introduction, then respectively followed by the Problem Statement, Research Objectives, Justification of the project and the Expected research output. Secondly, Section Two will explore two aspects, which are Theoretical framework and Research hypothesis; and Research methodology. Finally, Section Three will contain Organisation of this study, Gantt chart and Project Budget.
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PROBLEM STATEMENT
In the two decades, the Vietnamese banking industry, especially in retail banking sector, a pattern plainly in evidence is that Vietnam witnessed a sharp climb in quantity of opening checking account, cards, and substantial increasing in economics transaction through the bank (State Bank of Vietnam, 2014). Vietnam, as an Asian country and developing economy, has very specific characteristics differentiating it from other contexts used in previous studies to examine the interrelationship between service quality, customer satisfaction, and customer loyalty. Firstly, for historical reasons, the Vietnamese economy has been experiencing a transformation from a state-controlled economy to a market-driven economy since 1986 (State bank of Vietnam). Because of this fact, the premises of competitive advantages, and relationship marketing in particular, are new practices for both firms and clienteles in Vietnam (Ngo Vu & Nguyen Huan, 2016). Secondly, Vietnamese retail banking industry in particular is very different from is counterparts in Western countries or developed economies with regard to how banks compete with each other. Vietnamese banks are considered one of the important areas to invest in source for investing, besides their traditional role of a safe place to save money (Ngo Vu & Nguyen Huan, 2016). Hence, Vietnamese banks compete largely by means of the prices of their services or interest rates for deposit and loans. Although in recent years Vietnamese banks have been heading towards building a maintainable competitive advantage via the quality of their products or services and close relationship with their customers, this shift needs time and price is still the top priority of most of the banks for competing (Ngo Vu & Nguyen Huan, 2016). Finally, the increased competition in with not only domestic firms, but international organisations, has grown up. So, various firms are forcing to review their service quality strategy because the highly educated customers and rise in standard living. Many business companies should concentrate on more efforts to retain existing consumers rather than acquiring new customers. The reason is that the acquiring cost for new customers is higher than the retaining cost for existing customers (Nagabhushanam, 2013; Ya-Ling & Shari, 2013). Service quality is one of significant factor that banks must concentrate on achieve their goals (Ngo Vu & Nguyen Huan, 2016; Razminia, et al., 2016; Ya-Ling & Shari, 2013 ). Such investigation is necessary if relationship quality is to be meaningful managed in the retail banking industry. Moreover, maximum customer satisfaction via excellent service quality can lead banks to achieve effective cost control and greater market value (Ya-Ling & Shari, 2013).
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RESEARCH OBJECTIVES / QUESTIONS
The goal of this project is to identify the interrelationship between service quality and customer satisfaction. A significant consequence of service quality is to achieve the firm’s goals in the retail banking sector in Vietnam. Another aim of this project is to investigate the role of service quality in increasing the profitable strategy of banking.
To be more specific, this project purposes to answer the research questions following:
• RQ 1: What do you mean by service quality? • RQ 2: How does service quality relate to customer satisfaction and loyalty? • RQ 3: Why does service quality play an important role in increasing bank’s performance?
• RQ 4: How does the service quality affect the target business? • RQ 5: Whether (or not) there is a link between service quality and bank’s profits? • RQ 6: How is the service quality’s index measured?
These questions above will help to achieve the aims of this assignment, which are:
The correlation between service quality and customer satisfaction
Analysing the significant role of service quality in banking activities for sustainable development.
Classifying whether or not economic effects of service quality impact on banks’ profit.
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JUSTICATION OF THE PROJECT
Significantly, the theory of association quality has been found to be core of sustaining a strong relationship between purchasers and wholesalers (Lewis & Soureli, 2006). In retail banking, the development of a strong, high quality customer relationship improves customer satisfaction and their loyalty is continuing to be argued in researching areas (Lewis & Soureli, 2006). Consumers are more focused on their benefit and have higher financial knowledge of services and products, which become more and more similar between all banks (Dinh & Pickler, 2012). In addition, customers will easily move to another bank if they receive the worse service, or they do not feel happy and comfortable with their providers (Dinh & Pickler, 2012). So relationship quality influences “repurchase intention, cross-buying intention, recommendation behaviour, and reduced switching behaviour to competitor offerings” (Tung & Carlson, 2013, p139). Most of the previous research studies about impacts of service quality have been conducted in Western and developed countries, which are generally recognised as having numerous differences compared to Eastern and developing countries in terms of cultures and customers’ need (Ngo Vu & Nguyen Huan, 2016). This proposal will be undertaken with the benefit of in-depth literature review and feedback from customers of specific chosen retail banking in Vietnam (via surveys and questionnaires). Those responses will inform about the significant impacts of service quality for either economic benefit or business survival. It also helps the managers in Vietnamese retail banking to develop their long term strategy for sustainable development. From these circumstances, this research proposal produces some benefits when conducting as follows: It will support those who wish to understand how service quality can affect banking’s performance as well as their profits. This research proposal will also help widen the understanding of the relationship between service quality and customer satisfaction. Banking managers can correlate between service quality and consumer’s loyalty to decide the strategy for their sustainable development within the intense competition of the financial market. The outcomes were obtained from this research proposal will be of use to business owners, researchers and policy makers. This proposal will be extremely helpful to the retail banking in Vietnam as they can understand the effects of service quality and customer satisfaction, and whether or not there is a correlation between service quality and banking profitability. This, in turn will help them be better prepared and pro-active in making a quality strategy in the future.
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EXPECTED RESEARCH OUTPUT / OUTCOME
The outcomes of this project proposal is that will deliver a theoretical framework for examining the service quality, which has been affecting the banking industry’s performance general, particularly in retail banking. By analysing and practising in a professional manner, service quality does not only enhance the sustainable development, but also determines business survival (Tung & Carlson, 2013). Though the response of customers, being surveyed service quality could be highly variable, it will support an understanding of the relationship between service quality and customer satisfaction. Banking managers can apply this correlation between service quality and consumer’s loyalty to decide the strategy for their sustainable development for future intense competition in the financial market. The outcomes were obtained from this research proposal will be of used by business owners, researchers and policy makers.
This proposal will be extremely helpful to the retail banking in Vietnam as they can understand the effects of service quality and customer satisfaction, and whether or not there is a correlation between service quality and banking’s economic performance. This, in turn will help them be better prepared and pro-active in forming a quality strategy for the future.
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SECTION 2 THEORETICAL FRAMEWORK AND RESEARCH HYPOTHESIS Service quality is the main factor in the service business firms (Dubey & Alam, 2012; Tung & Carlson, 2013; Ngo Vu & Nguyen Huan, 2016). In the other word, this key majorly influence in the growth and sustainable development of any service enterprise in general, particular in banking industry. According to Abdullah, Andrew & Ho (2010) state that in the ever-changing world, bank need to embrace this change and address this change proactively by going to the customer first and offering better products and value – added service. Banks are beginning to analyse their current practices the presence of competitors, the changes in technology, different government policies to form a strategy to attract and retain customers (Abdullah, Andrew & Ho, 2010). The reason is that the specific characteristics of service are heterogeneity, perishability, intangibility and dimensions (Sunayna, 2013). The bank’s managers should focus on how to send out the superior service provision since service quality affects the decision making process of consumers as well as, impacts customer satisfaction and purchase retention. In other words, the business survival depends on how good the service, is so banks should pay close attention by providing range of products fairly similar to conpetitors in the financial market (Sunayna, 2013). According to Nagabhushanam (2013) quality of service has been upgraded as compared to old-style banking service. By many changing ways in providing service, the bank enhances the higher and better quality service for customers via internet-banking, phone banking, automated teller machine, unique and convenient app using by smart phone. The widest application which measures service quality is SERVQUAL (Source: Zeithaml, Parasuraman & Berry, 1985). The dependent variable of service quality’s dimension is influenced by five independent variables: Assurance, Tangibles, Reliability, Responsiveness and Empathy. The SERVQUAL tool, offered by the private researchers has been used often in the banking industry, for measuring the service quality (Nagabhushanam, 2013). There are complex dimensional concepts that help in measuring the service quality, however, those dimensions above were used in collecting the response of the research. The following diagram indicates a conceptual framework to understand the elements of service quality.
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Figure 1: Measuring service quality by five demensions
Source: SERVQUAL instrument (Zeithaml, Parasuraman & Berry, 1985)
Five dimensions (Source: Zeithaml, Parasuraman & Berry) were defined as follows:
Assurance: conveying trust and confidence through the knowledge and courtesy of employees. Tangibles: Appearing of physical facilities, staff, equipment and communication materials Reliability: Ability to provide accurate information and service which realize the promise given. Responsiveness: Ability and willingness to help consumers and providing them with appropriate service Empathy: customers will be received the firms’ caring and individualised attention.
SERVICE QUALITY
Assurance Tangibles
Reliability
Responsiveness
Empathy
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By applying these five SERVQUAL dimensions, the service enterprises may measure the gap between the customers’ expectation for excellent service and their perception of actual service delivered. It also helps to mention the areas which need quality improvements, target training opportunities for service staff as well as provide value information that leads to practical implications for a service manager. Maximising profits and minimising cost are the principal objectives of almost all companies. There are a range options for achieving these purposes, it can be increasing in sales, cut-off inappropriate costs, developing marketing’s activities. One of the aspects that can help profit maximisation is customer satisfaction, the reason is that satisfaction leads to customer loyalty, suggestion and repeat buying (Wilson et al., 2008, as cited in Corneliu, 2013).
The main hypotheses that could be applied for this research proposal: Hypothesis 1: H0: Null hypothesis: Service quality relates to customer satisfaction in Vietnamese retail banking H1: Alternate hypothesis: Service quality does not relate to customer satisfaction in Vietnamese retail banking
Hypothesis 2: H0: Null hypothesis: Service quality affects the bank’ profitable performance in Vietnamese retail banking H1: Alternate hypothesis: Service quality do not affect the bank’ profitable performance in Vietnamese retail banking
The theoretical framework indicates the correlation between service quality and customer satisfaction which affects purchase intention, decreases switching behaviour to competitor offerings. It will lead service firms achieving profitable targets, so service quality was believed to be the best and appropriate solution to sustainability of banking’s development in this century.
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RESEARCH METHODOLOGY
For analysing the purpose of the research proposal, various methodologies were undertaken in an efficient way. Some of the research methodologies as follows: Literature review
The secondary data which includes the in-depth study of the relevant literature, was obtained from books, journals articles, Google scholars and researches which is the beneficial resources from various professors and researchers. The content of these documents were directed to analyse and investigate the relationship of service quality and customer’s satisfaction which will lead consumer loyalty, and the influence of quality in the success of service firms not only on profit but also on sustainable development.
Survey / questionnaires (Data collection method):
The data and the information will be collected from the various sources and different surveys will be scrutinised, so that this proposal can be known as the gross job flow that are responded for the main problems. The various information sources can be used as the primary data collection by using the questionnaire. As far as the secondary data is concerned, it is also beneficial to provide a solution for the research issue. The questionnaire will be prepared for the purposes of clarifying the service quality of the bank, located in Vietnam using surveymonkey website, which allows the survey to be distributed two languages: English and Vietnamese. The model for this questionnaire have been provided in the Appendix A and B to obtain customer’s experiences on Vietnamese retail banking service.
Face-to-face technique: the main advantage of this technique is that quickly and clearly response, guarantee the accurate manner (Sekaran & Bougie, 2016). However, this method also includes some drawback such as the cost incurring when the various sampling need to conduct, takes personal time, may has some bias. Data analysis Method: Qualitative and Quantitative are the two main methods for data analysing. Quantitative analysis will be using diagrams such as histogram, pie chart, bar chart.
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Quantitative analysis: quantitative analysis requires a clean and structured database as a first and significant stage. Descriptive statistics can be applied for analysing quantitative data, for example testing goodness of fit, chi-square, anova, manova, and so on. Qualitative analysis: the use of the concept from literature can create the findings and the correlation could be investigated based on the respond from online forums and surveys.
Population of this project may include 300 customers from the five biggest Vietnamese retail banking. With the 200 samples for online questionnaire, and 100 samples for the survey by using face-to-face interview technique.
The research proposal may need to consider all the methodologies in a mixture for carrying out the research in the research appropriately. Hence, one can arrive at a correct solution for the identified problem statement. By analysing the responses which were obtained via the different surveys and the examination of the literature review, the data will be organised in the proper way.
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SECTION 3
ORGANISATION OF THE STUDY
The organisation of the study is outlined below, is mentioned through some key chapters: Chapter one will be the Research Proposal which have been mentioned in the assignment
Chapter two will define and analyse the case study of the service quality in retail banking in general, particular in Vietnam
Chapter three will contain the research methodology such as literature review, survey online for collecting data
Chapter four will report the Gantt and Estimated Budget of the research proposal
Chapter five will conclusion in brief about the significant investigation and findings for consideration on the way banks should develop strategy in the long term.
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GANTT CHART
The below mentioned table outlines the timeline for completing the entire project:
Table 1: The timeline for the whole project Task name Start day End day Duration (days)
Project Proposal 15‐Aug‐16 20‐Aug‐16 5
Literature Review 21‐Aug‐16 6‐Sep‐16 16
Data Collection 6‐Sep‐16 26‐Sep‐16 20
Data Analysis 27‐Sep‐16 15‐Oct‐16 18
Final Report Submission 16‐Oct‐16 10‐Nov‐16 25
PROJECT BUDGET AND BUDGET JUSTICATION
The research proposal’s estimated budget is around $5,000 in order to complete this project following the time frame as provided in the Gantt chart There are numerous specified aims for the following mentioned budget: The Literature Review to be undertaken requires the use of textbook, journal articles and various online resources. This will cost around $1,000
Data collection in the form of survey and questionnaires include printing, face-to-face interviewing, posting, mailing, and utility expense for those doing this project. In case the organisation decide to collect data by e-mail which might land in the junk box or spam folder by using the free-way to reach the public, it will bring non beneficial respond. So using the traditional method will cost around $3,000.
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For accessing all information from chart, graphs for Data analysis, it will also require some amount that will cost approximately $1,000.
Summary of the Budget Table 2: summary of the budget Purpose Estimated amount to be spent Literature Review $1,000 Data Collection $3,000 Data Analysis $1,000 Total Budget $5,000
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REFERENCES
Abdullah, F., Andrew, J. V., & Ho, V. B. (2010). Identifying and Validating Dimensions of Service Quality for The Banking Industry In Malaysia. Journal of Global Business & Economics, 1(1), 79-98. Ackah, 2014. Linkin website. Retried from https://www.linkedin.com/pulse/20141014164938- 198507110-services-quality-and-customer-satisfaction-in-the-banking-industries Bedi, M. (2010). An Integrated Framework for Service Quality, Customer Satisfaction and Behavioral Responses in Indian Banking Industry - A Comparison of Public and Private Sector Banks. Journal of Services Research, 10(1), 157-172. Corneliu, B. (2013). The Quality of Banking Service - A Basic Premise of A Bank Sustainability. Annals of The University Of Oradea, Economic Science Series, 22(2), 430- 439. Dinh, V., & Pickler, L. (2012). Examining Service Quality and Customer Satisfaction in the Retail Banking Sector in Vietnam. Journal of Relationship Marketing, 11(4), 199-214. doi:10.1080/15332667.2012.741022 Dubey, S., & Alam, M. (2012). Service Quality from a Resource-Based Perspective for Innovations in the Indian Banking Industry. ASCI Journal of Management, 42(1), 66-93. Khan, M. M., & Fasih, M. (2014). Impact of Service Quality on Customer Satisfaction and Customer Loyalty: Evidence from Banking Sector. Pakistan Journal of Commerce & Social Sciences, 8(2), 331-354. Khurana, S. (2014). The Relationship between Service Quality and Customer Satisfaction: An Empirical Study of the Indian Banking Industry. IUP Journal of Bank Management, 13(4), 51-62. Mei Mei, L., Cheung, R., Lam, A. C., & Yuen Ting, C. (2013). Measuring Service Quality in the Banking Industry: A Hong Kong Based Study. Contemporary Management Research, 9(3), 263-282. doi:10.7903/cmr.11060 Nagabhushanam, M., 2014. Analyz Research Solution Pvt Ltd Banalore. A Study on Customer Service Quality of Banks in India. Ngo Vu, M., & Nguyen Huan, H. (2016). The Relationship between Service Quality, Customer Satisfaction and Customer Loyalty: An Investigation in Vietnamese Retail Banking Sector. Journal Of Competitiveness,8(2), 103-116. doi:10.7441/joc.2016.02.08
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Qualtrics Support, 2016. Retried from https://www.qualtrics.com/support/research- resources/service-quality-surveys/ Razminia, E., Mirsardoo, S., Shabani, S., & Shafiee, H. (2016). The Effect of Service Quality Dimensions on Customer Satisfaction: A Case Study of Saderat Bank of Iran. International Journal Of Management, Accounting & Economics, 3(3), 202-210. Sunayna. (2013). Service Quality Versus Customer Satisfaction in Banking Sector: A Literature Review. IUP Journal Of Marketing Management, 12(4), 65-78. Tung, B., & Carlson, J. (2013). Modeling a Formative Measure of Relationship Quality and Its Effects: Evidence From the Hong Kong Retail Banking Industry. Services Marketing Quarterly, 34(2), 139-158. doi:10.1080/15332969.2013.770674 Ya-Ling, W., & Shari S. C., S. (2013). Do Happier Customers Generate More Profits? An Analysis of Customer Contribution in a Bank. Asia Pacific Management Review, 18(4), 391-406. doi:10.6126/APMR.2013.18.4.03
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Appendix A
The Customer Quality Service Survey
1. What is your gender? Male Female Not applicable 2. Which range includes your age? Under 18 18 – 30 30 – 45 45 – 60 Over 60 Prefer not to answer 3. What is your current occupation? Student Staff Business Other 4. How long have you used our products / service? Less than 6 months 1 year to less than 3 years 3 years to less than 5 years 5 years and more 5. How frequently do you purchase/use from us? Every day Every week
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Every month Every 2 – 3 months Every 4 – 6 months Once or twice a year 6. How much do you agree or disagree with the following statement about products/service Strongly Somewhat Neither Somewhat Strongly Disagree disagree Agree nor Agree Agree Disagree Understanding needs Conveniently located Suitable working hours Less waiting time Respond quickly Feeling of security Assured safety Employee willing to help Knowledgeable employee Kind and polite Trustworthy Good customer support Reasonable service fee
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7. Have you ever met any problem when using our products/service? No Yes 8. How do you receive a reasonable solution for that problem? Immediately Fast Slow Other (be more specific) 9. How would you rate Bank overall? Poor Fair Good Very Excellent Good Overall, the quality of bank’ products/service is 10. Please share with us a few things that Products / Service could do better
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Appendix B
Bảng khảo sát chất lượng dịch vụ dành cho khách hàng
1. Giới tính của bạn là gì? Nam Nữ Khác
2. Bạn ở độ tuổi nào? Dưới 18 tuổi 18 – 30 30 – 45 45 – 60 Trên 60 tuổi Không muốn trả lời
3. Nghề nghiệp hiện tại của bạn là gì? Học Sinh Nhân Viên Kinh Doanh Khác
4. Bạn đã sử dụng sản phẩm/ dịch vụ này bao lâu rồi? Dưới 6 tháng Từ 1-3 năm Từ 3-5 năm Trên 5 năm
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5. Bao lâu bạn mua và sử dụng sản phẩm của chúng tôi? Mỗi ngày Mỗi tuần Mỗi tháng Mỗi 2-3 tháng Mỗi 4-6 tháng 1-2 lần trong năm 6. Bạn đồng ý hay không đồng ý với câu phát biểu sau đây về sản phẩm / dịch vụ?
Hiểu được nhu cầu Vị trí thuận lợi Giờ làm việc thuận lợi Thời gian chờ ít Đáp ứng nhanh chóng Cảm thấy an toàn Bảo hiểm an toàn Nhân viên sẵn sàng giúp đỡ Nhân viên am hiểu Tốt bụng và lịch sự Đáng tin cậy Hỗ trợ khách hàng tốt Lãi suất hợp lí
Hoàn toàn không đồng ý
Không đồng ý
Không quan tâm
Đồng ý Hoàn toàn đồng ý
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7. Bạn có bao giờ gặp phải vấn đề khi sử dụng sản phẩm của chúng tôi? Không Có
8. Làm thế nào để bạn nhận được một giải pháp hợp lý cho vấn đề đó? Ngay tức khắc Nhanh Chậm Khác
9. Bạn đánh giá chung ngân hàng như thế nào?
Không tốt Được Tốt Rất tốt Tuyệt vời
Nhìn chung, chất lượng của các sản phẩm ngân hàng /dịch vụ 10. Hãy chia sẻ với chúng tôi những điều mà sản phẩm / dịch vụ có thể làm tốt hơn