COMPETITIVE ADVANTAGE OF COMMERCIAL BANKS IN HA NOI CITY, VIET NAM

Abstract

This study was conducted to determine and assess the competitive advantage of Commercial Banks in Ha Noi city. From the analysis of the profiles such as human resource; technological; customer service; the diversity of products; distribution network. The respondents included managers, staffs whose working for commercial banks and their customers. The study find the problems encountered and propose enhanced policy to improve it. The descriptive method was used through a survey to a total of 636 respondents (386 Banks’s Managers, Staffs and 250 customers). The study proposes measurement to promote strengths and improve constraints to enhance competitive advantage for commercial banks. Results show that it is necessary to promote the diversification of new banking services, and to modernize the IT system, develop an internal management system. To enhance the management capacity of banks, the key issue is to improve the quality of management staff and the quality of human resources management. Banks can organize separate training courses for managers and cooperate with foreign banks to organize training courses abroad for managers, improving the quality of direct transactions with customers: This depends first of all on the working style and culture of banking staff. It is therefore necessary to develop standards for communication with customers and to train and educate employees. Periodic review of these standards should be undertaken to ensure that standards are met. Simplify the process, reduce the processing time of transactions, exploiting the benefits of the new system to improve the quality of traditional services; Pay attention to the utility of banking services provided to customers are also results of this study.