CRITICAL FACTORS AFFECTING PERFORMANCE OF CUSTOMER SERVICE STAFF – THE CASE OF VP BANK VIETNAM
Pham Thu Huong, Tran Thi Lien
Internationalization in society and economy has raised promptly the competition in many sectors of economy including banking. This study develops the model to access main factors affecting performance of customer service staff. The main factors include job motivation, leadership, organizational structure, organizational culture, training, technology.
The investigation on data collected from 224 customer service staffs of VPBank shows that job motivation, organizational culture, training, technology have positive relationship with the performance of customer service staffs meanwhile there is not enough evidence to prove the impact of leadership and organizational structure. The results are appropriate to the previous researches and characteristics of customer service staff (front-line staffs).
The paper propose some suggestion aiming to improvement of performance of customer service staffs in banking including creating job motivation, good working environment, appropriate training programs and advance technologies.
Key words: bank, performance, customer service staff