Thuyet Trinh Luan Van Thacsy Chau

5/28/2018 Thuyet Trinh Luan Van Thacsy Chau

1/36

LUN VN THC S

TRNG I HC M TP.H CH MINH

Hc vin thc hin: Quch Ngc Chu

Lp : MFB2

GVHD : PGS.TS Nguyn Minh Kiu


2/36

KT CU TI NGHIN CU

Tng quan v ti nghin cu1

C s l thuyt v m hnh nghin cu2

Phng php nghin cu3

Phn tch d liu v kt qu nghin cu4

Kt lun v kin ngh5


3/36

I. TNG QUAN TI NGHIN CU1.1 S cn thit ca ti nghin cu

Mccnh tranh giacc Ngn Hng ThngMiVitNam ngy cng gaygt,cc nh qunl lun tm cch nng cao thphnv linhun.

Vinhngnlctrong victhu ht v chmsc khch hng th vnc khng tkhch hng cbitl cc khch hng c nhn chuyningn hng. Cc khchhng ny chuyntsdngsnphmdchvngn hng thngminy sang sdngsnphmdchvcacc ngn hng thngmikhc hocchuyntngnhng thngmitrong ncsang ngn hng ncngoi.

Cha c nhiu nghin cu v cc yu t chuyn i ngn hng ca i tngkhch hng c nhn cc ngn hng thngmiVitNam mang tnh chtkhoahc,nhlng.

Vicnghin cucc yutnhhngnhnh vi chuyningn hng gichn khch hng v lm cho cc khch hng c nhn ny trthnh khch hngtrung thnh l cnthitcho viccitincng tc quntrhiuquhn,khnngchim lnhv givng thphncangn hng cao hn. Qua ,nng cao sccnhtranh cangn hng thngmi.


4/36

I. TNG QUAN TI NGHIN CU

1.2 Pht biu vn nghin cu

Vnnghin cuca ti ny l xc nhcc yu tnhhng n nh chuyn i ngn hng ca khch hng cnhn ti thnh phHCh Minh. Qua , cung cp cho cc

nh qun l ngn hng thng mi ci nhn mang tnh khoahc, c c s v c tnh nh lng r rng hn cc nhqun l ngn hng xem xt yu t no ang tc ng n nhchuyningn hng caitngkhch hng c nhn.


5/36


1.3.1 Cu hi nghin cu

Cc yutno tc ngn nhchuyningn hng cacc khch hng c nhn tithnhphHCh Minh?

Mc tc ngca cc yu tny n nhchuyningn hng cacc khch hng c nhn ti thnh phHChMinh nhthno?


6/36

I. TNG QUAN TI NGHIN CU1.3.2 Mc tiu nghin cu

Xc nhcc yuttc ngn nhchuyningn hngcacc khch hng c nhn tithnhphHCh Minh.

Xc nh mc tc ng ca cc yu t ny n nhchuyni ngn hng ca cc khch hng c nhn ti thnh

phHCh Minh. Tktquphn tch, ara nhnghm vcc yutang

tc ng n nh chuyn i ngn hng ca i tngkhch hng c nhn cc nh qunl ngn hng thngmi

xem xt v iu chnh, a ra chin lc kinh doanh nhmnng cao sccnh tranh v givng thphncangn hngthngmi.


7/36

Khch hng c nhns dng dch vngn hng chuyni ngn hng hocang c nh

chuyn i chuyni ngn hngtrna bn Thnh PhH Ch Minh

Phm vinghin cu

-Phng phpchn mu thuntin-Kch c munghin cu

khong 155 khchhng c nhn c nh chuyn ingn hng


1.4.1. Phm vi nghin cu :


8/36


1.4.2 Phng php nghin cu

Nghin cu nh tnh:

Thng qua tho lun tay i.

Mc ch: cc bin trong thang o c tha k t cc nghin cu trc s

c hiu chnh, b sung cho ph hp .

Nghin cu nh lng:

Kho st bng 390 bng cu hi.

Mc ch: kim nh cc gi thuyt. Phng php phn tch hi qui c s dng vi phn mm SPSS.

8


9/36


1.5 ngha nghin cu

ng gp v mt l thuytiu chnh thang o cc yu t tc ng n nh

chuyn i ngn hng ca cc khch hng c nhn tithnhphHCh Minh.

Kimnhnhhngc nghathngk cacc yuttc ngn nhchuyningn hng cacc khchhng c nhn tithnhphHCh Minh.

nggp vmtthctin

Cung cp thng tin v nhng lun c khoa hc nhqun l ngn hng thngmiVitNam xem xt, iuchnh,a ra chin lckinh doanh nhmnng cao sccnh tranh v gi vng thphn ca ngn hng thngmi.


10/36

II. C S L THUYT

CHUYN IDCH V

THU HT BI I TH CNHTRANH

O C

KHCH QUAN

GI C

BT TIN

SAI ST DCH V

PHN NG CA NHN VIN

SAI ST CHT LNG DCH V

Nghin cu tin phong ca Keaveney (1995)


11/36

Nghin cu Gerrard v Cunningham (2000)

II. C S L THUYT

S BT TIN

SAI ST CHTLNG DCH V

GI C

KIN THC, THI KM

KHCH QUAN

CHUYN INGN HNG

I TH CNH

TRANH


12/36

II. C S L THUYT

1. Sai st chtlngdchv Sai st chtlngdchvbao gmsai st canhn vin v

sai st ca snphm( Philip Gerrard, J Barton Cunningham(2000))

Sai st ca nhn vin lin quan nvicnhn vin lm vic

km hiuqu,nhn vin c thi phcv khng tt,nhnvin thiu kin thc v k nng, nhn vin hnh x th lkhng thn thin,nhn vin khch hngphichilu.

Sai st casnphmcpnvicngn hng cho bn dchv, snphm li thi, s dng cng ngh lc hu, thiu ccdchvngn hng internet, ngn hng khng cung cpthghinv ngn hng khng c khnngchuyntinticc ngnhng khc.
http://proquest.umi.com/pqdweb?index=0&did=660617831&CSP=339505&SrchMode=1&sid=1&Fmt=4&VInst=PROD&VType=PQD&RQT=590&VName=PQD&TS=1303193375&clientId=118493http://proquest.umi.com/pqdweb?index=0&did=660617831&CSP=571388%2C559101%2C497711%2C496212&SrchMode=1&sid=1&Fmt=4&VInst=PROD&VType=PQD&RQT=590&VName=PQD&TS=1303193375&clientId=118493http://proquest.umi.com/pqdweb?index=0&did=660617831&CSP=571388%2C559101%2C497711%2C496212&SrchMode=1&sid=1&Fmt=4&VInst=PROD&VType=PQD&RQT=590&VName=PQD&TS=1303193375&clientId=118493http://proquest.umi.com/pqdweb?index=0&did=660617831&CSP=571388%2C559101%2C497711%2C496212&SrchMode=1&sid=1&Fmt=4&VInst=PROD&VType=PQD&RQT=590&VName=PQD&TS=1303193375&clientId=118493http://proquest.umi.com/pqdweb?index=0&did=660617831&CSP=571388%2C559101%2C497711%2C496212&SrchMode=1&sid=1&Fmt=4&VInst=PROD&VType=PQD&RQT=590&VName=PQD&TS=1303193375&clientId=118493http://proquest.umi.com/pqdweb?index=0&did=660617831&CSP=571388%2C559101%2C497711%2C496212&SrchMode=1&sid=1&Fmt=4&VInst=PROD&VType=PQD&RQT=590&VName=PQD&TS=1303193375&clientId=118493http://proquest.umi.com/pqdweb?index=0&did=660617831&CSP=571388%2C559101%2C497711%2C496212&SrchMode=1&sid=1&Fmt=4&VInst=PROD&VType=PQD&RQT=590&VName=PQD&TS=1303193375&clientId=118493http://proquest.umi.com/pqdweb?index=0&did=660617831&CSP=339505&SrchMode=1&sid=1&Fmt=4&VInst=PROD&VType=PQD&RQT=590&VName=PQD&TS=1303193375&clientId=118493http://proquest.umi.com/pqdweb?index=0&did=660617831&CSP=339505&SrchMode=1&sid=1&Fmt=4&VInst=PROD&VType=PQD&RQT=590&VName=PQD&TS=1303193375&clientId=118493http://proquest.umi.com/pqdweb?index=0&did=660617831&CSP=339505&SrchMode=1&sid=1&Fmt=4&VInst=PROD&VType=PQD&RQT=590&VName=PQD&TS=1303193375&clientId=118493


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II. C S L THUYT

2. Gi c Theo Philip Gerrard, J Barton Cunningham(2000) th gi c linquan nvicthchinph. Victngchi ph ngn hng, tngchi

ph giao dch,ngn hng tr li suttitkimthp,ngn hng chovay vili sutcao l nguyn nhn gybtmn cho khch hng v

lm cho htm kimnikhc sdngdchv.3. Sbttin Philip Gerrard, J Barton Cunningham (2000) k tha nghin cu

caKeaveney (1995) v ara khi nimsbttintrong dchv

ngn hng lbttinval nhl nimy ATM gnnhtliquxa nh hoctngtivingn hng c t phng giao dchhaychi nhnh. Bn cnh , thi gian m ca ngn v thi gian lmvickhng hpl cnggybttincho khch hng.
http://proquest.umi.com/pqdweb?index=0&did=660617831&CSP=339505&SrchMode=1&sid=1&Fmt=4&VInst=PROD&VType=PQD&RQT=590&VName=PQD&TS=1303193375&clientId=118493http://proquest.umi.com/pqdweb?index=0&did=660617831&CSP=571388%2C559101%2C497711%2C496212&SrchMode=1&sid=1&Fmt=4&VInst=PROD&VType=PQD&RQT=590&VName=PQD&TS=1303193375&clientId=118493http://proquest.umi.com/pqdweb?index=0&did=660617831&CSP=339505&SrchMode=1&sid=1&Fmt=4&VInst=PROD&VType=PQD&RQT=590&VName=PQD&TS=1303193375&clientId=118493http://proquest.umi.com/pqdweb?index=0&did=660617831&CSP=571388%2C559101%2C497711%2C496212&SrchMode=1&sid=1&Fmt=4&VInst=PROD&VType=PQD&RQT=590&VName=PQD&TS=1303193375&clientId=118493http://proquest.umi.com/pqdweb?index=0&did=660617831&CSP=571388%2C559101%2C497711%2C496212&SrchMode=1&sid=1&Fmt=4&VInst=PROD&VType=PQD&RQT=590&VName=PQD&TS=1303193375&clientId=118493http://proquest.umi.com/pqdweb?index=0&did=660617831&CSP=571388%2C559101%2C497711%2C496212&SrchMode=1&sid=1&Fmt=4&VInst=PROD&VType=PQD&RQT=590&VName=PQD&TS=1303193375&clientId=118493http://proquest.umi.com/pqdweb?index=0&did=660617831&CSP=571388%2C559101%2C497711%2C496212&SrchMode=1&sid=1&Fmt=4&VInst=PROD&VType=PQD&RQT=590&VName=PQD&TS=1303193375&clientId=118493http://proquest.umi.com/pqdweb?index=0&did=660617831&CSP=571388%2C559101%2C497711%2C496212&SrchMode=1&sid=1&Fmt=4&VInst=PROD&VType=PQD&RQT=590&VName=PQD&TS=1303193375&clientId=118493http://proquest.umi.com/pqdweb?index=0&did=660617831&CSP=571388%2C559101%2C497711%2C496212&SrchMode=1&sid=1&Fmt=4&VInst=PROD&VType=PQD&RQT=590&VName=PQD&TS=1303193375&clientId=118493http://proquest.umi.com/pqdweb?index=0&did=660617831&CSP=339505&SrchMode=1&sid=1&Fmt=4&VInst=PROD&VType=PQD&RQT=590&VName=PQD&TS=1303193375&clientId=118493http://proquest.umi.com/pqdweb?index=0&did=660617831&CSP=339505&SrchMode=1&sid=1&Fmt=4&VInst=PROD&VType=PQD&RQT=590&VName=PQD&TS=1303193375&clientId=118493http://proquest.umi.com/pqdweb?index=0&did=660617831&CSP=339505&SrchMode=1&sid=1&Fmt=4&VInst=PROD&VType=PQD&RQT=590&VName=PQD&TS=1303193375&clientId=118493http://proquest.umi.com/pqdweb?index=0&did=660617831&CSP=571388%2C559101%2C497711%2C496212&SrchMode=1&sid=1&Fmt=4&VInst=PROD&VType=PQD&RQT=590&VName=PQD&TS=1303193375&clientId=118493http://proquest.umi.com/pqdweb?index=0&did=660617831&CSP=571388%2C559101%2C497711%2C496212&SrchMode=1&sid=1&Fmt=4&VInst=PROD&VType=PQD&RQT=590&VName=PQD&TS=1303193375&clientId=118493http://proquest.umi.com/pqdweb?index=0&did=660617831&CSP=571388%2C559101%2C497711%2C496212&SrchMode=1&sid=1&Fmt=4&VInst=PROD&VType=PQD&RQT=590&VName=PQD&TS=1303193375&clientId=118493http://proquest.umi.com/pqdweb?index=0&did=660617831&CSP=571388%2C559101%2C497711%2C496212&SrchMode=1&sid=1&Fmt=4&VInst=PROD&VType=PQD&RQT=590&VName=PQD&TS=1303193375&clientId=118493http://proquest.umi.com/pqdweb?index=0&did=660617831&CSP=571388%2C559101%2C497711%2C496212&SrchMode=1&sid=1&Fmt=4&VInst=PROD&VType=PQD&RQT=590&VName=PQD&TS=1303193375&clientId=118493http://proquest.umi.com/pqdweb?index=0&did=660617831&CSP=339505&SrchMode=1&sid=1&Fmt=4&VInst=PROD&VType=PQD&RQT=590&VName=PQD&TS=1303193375&clientId=118493http://proquest.umi.com/pqdweb?index=0&did=660617831&CSP=339505&SrchMode=1&sid=1&Fmt=4&VInst=PROD&VType=PQD&RQT=590&VName=PQD&TS=1303193375&clientId=118493http://proquest.umi.com/pqdweb?index=0&did=660617831&CSP=339505&SrchMode=1&sid=1&Fmt=4&VInst=PROD&VType=PQD&RQT=590&VName=PQD&TS=1303193375&clientId=118493


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II. C S L THUYT

4. Tc ng bi i th cnh tranh Philip Gerrard, J Barton Cunningham(2000) cho rngdo cc

ngn hng khc c cc chngtrnh khuynmi hpdnhocdo cc ngn hng khc hot ng lu nm, to cthnghiu,chngvngchcv chimclng tin ca

khch hng.5. Kin thc, thi phc v km TheoPhilip Gerrard, J Barton Cunningham(2000) th nguyn

nhn khinkhch hng tbdchvngn hng ny v chuynsang ngn hng khc l do nhn vin khng c thinch khc

phc sai st, nhn vin l l, chm tr trong phc v, nhnvin khng c thinch gip khch hng, nhn vin tvnkhng hiuqu,nhn vin thiulchs,thiutnhtrong qutrnhphcvkhch hng.
http://proquest.umi.com/pqdweb?index=0&did=660617831&CSP=339505&SrchMode=1&sid=1&Fmt=4&VInst=PROD&VType=PQD&RQT=590&VName=PQD&TS=1303193375&clientId=118493http://proquest.umi.com/pqdweb?index=0&did=660617831&CSP=339505&SrchMode=1&sid=1&Fmt=4&VInst=PROD&VType=PQD&RQT=590&VName=PQD&TS=1303193375&clientId=118493http://proquest.umi.com/pqdweb?index=0&did=660617831&CSP=571388%2C559101%2C497711%2C496212&SrchMode=1&sid=1&Fmt=4&VInst=PROD&VType=PQD&RQT=590&VName=PQD&TS=1303193375&clientId=118493http://proquest.umi.com/pqdweb?index=0&did=660617831&CSP=339505&SrchMode=1&sid=1&Fmt=4&VInst=PROD&VType=PQD&RQT=590&VName=PQD&TS=1303193375&clientId=118493http://proquest.umi.com/pqdweb?index=0&did=660617831&CSP=571388%2C559101%2C497711%2C496212&SrchMode=1&sid=1&Fmt=4&VInst=PROD&VType=PQD&RQT=590&VName=PQD&TS=1303193375&clientId=118493http://proquest.umi.com/pqdweb?index=0&did=660617831&CSP=571388%2C559101%2C497711%2C496212&SrchMode=1&sid=1&Fmt=4&VInst=PROD&VType=PQD&RQT=590&VName=PQD&TS=1303193375&clientId=118493http://proquest.umi.com/pqdweb?index=0&did=660617831&CSP=571388%2C559101%2C497711%2C496212&SrchMode=1&sid=1&Fmt=4&VInst=PROD&VType=PQD&RQT=590&VName=PQD&TS=1303193375&clientId=118493http://proquest.umi.com/pqdweb?index=0&did=660617831&CSP=571388%2C559101%2C497711%2C496212&SrchMode=1&sid=1&Fmt=4&VInst=PROD&VType=PQD&RQT=590&VName=PQD&TS=1303193375&clientId=118493http://proquest.umi.com/pqdweb?index=0&did=660617831&CSP=571388%2C559101%2C497711%2C496212&SrchMode=1&sid=1&Fmt=4&VInst=PROD&VType=PQD&RQT=590&VName=PQD&TS=1303193375&clientId=118493http://proquest.umi.com/pqdweb?index=0&did=660617831&CSP=571388%2C559101%2C497711%2C496212&SrchMode=1&sid=1&Fmt=4&VInst=PROD&VType=PQD&RQT=590&VName=PQD&TS=1303193375&clientId=118493http://proquest.umi.com/pqdweb?index=0&did=660617831&CSP=339505&SrchMode=1&sid=1&Fmt=4&VInst=PROD&VType=PQD&RQT=590&VName=PQD&TS=1303193375&clientId=118493http://proquest.umi.com/pqdweb?index=0&did=660617831&CSP=339505&SrchMode=1&sid=1&Fmt=4&VInst=PROD&VType=PQD&RQT=590&VName=PQD&TS=1303193375&clientId=118493http://proquest.umi.com/pqdweb?index=0&did=660617831&CSP=339505&SrchMode=1&sid=1&Fmt=4&VInst=PROD&VType=PQD&RQT=590&VName=PQD&TS=1303193375&clientId=118493http://proquest.umi.com/pqdweb?index=0&did=660617831&CSP=571388%2C559101%2C497711%2C496212&SrchMode=1&sid=1&Fmt=4&VInst=PROD&VType=PQD&RQT=590&VName=PQD&TS=1303193375&clientId=118493http://proquest.umi.com/pqdweb?index=0&did=660617831&CSP=571388%2C559101%2C497711%2C496212&SrchMode=1&sid=1&Fmt=4&VInst=PROD&VType=PQD&RQT=590&VName=PQD&TS=1303193375&clientId=118493http://proquest.umi.com/pqdweb?index=0&did=660617831&CSP=571388%2C559101%2C497711%2C496212&SrchMode=1&sid=1&Fmt=4&VInst=PROD&VType=PQD&RQT=590&VName=PQD&TS=1303193375&clientId=118493http://proquest.umi.com/pqdweb?index=0&did=660617831&CSP=571388%2C559101%2C497711%2C496212&SrchMode=1&sid=1&Fmt=4&VInst=PROD&VType=PQD&RQT=590&VName=PQD&TS=1303193375&clientId=118493http://proquest.umi.com/pqdweb?index=0&did=660617831&CSP=571388%2C559101%2C497711%2C496212&SrchMode=1&sid=1&Fmt=4&VInst=PROD&VType=PQD&RQT=590&VName=PQD&TS=1303193375&clientId=118493http://proquest.umi.com/pqdweb?index=0&did=660617831&CSP=339505&SrchMode=1&sid=1&Fmt=4&VInst=PROD&VType=PQD&RQT=590&VName=PQD&TS=1303193375&clientId=118493http://proquest.umi.com/pqdweb?index=0&did=660617831&CSP=339505&SrchMode=1&sid=1&Fmt=4&VInst=PROD&VType=PQD&RQT=590&VName=PQD&TS=1303193375&clientId=118493http://proquest.umi.com/pqdweb?index=0&did=660617831&CSP=339505&SrchMode=1&sid=1&Fmt=4&VInst=PROD&VType=PQD&RQT=590&VName=PQD&TS=1303193375&clientId=118493http://proquest.umi.com/pqdweb?index=0&did=660617831&CSP=339505&SrchMode=1&sid=1&Fmt=4&VInst=PROD&VType=PQD&RQT=590&VName=PQD&TS=1303193375&clientId=118493


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II. C S L THUYT

6. Khch quan Do chutc ngcacc yutkhch quan nhthay icngnvic lm, thay ini,ni lm vicnn ngisdngdchvngn hngphichuyningn hng angsdng.

7. nh chuyn i D nh s chn ngn hng khc giao dch.

Tm kim ngn hng khc phc v tt hn.

Kh nng chn ngn hng khc giao dch rt cao.

Ngn hng A khng cn l la chn tt nht hin nay.


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II. C S L THUYT

Cc nghin cu trc1 Keaveney (1995)2 Gerrard, P. and Cunningham, J.B (2000)

3 Mark Colgate, Rachel Hedge (2001)4 Lees v cc cng s (2007)

5 Zhang, D (2009)

6 Naveed Ur Rehaman Khan v cc cng s (2010)


17/36

M hnh nghin cu ngh

nhchuyn i(ydcd)

2 Sai st cht lng dch v (sscldv)

1 S bt tin (sbt)

4 Kin thc, thi phc v km (kttdpvk)

3 Gi c (gc)

5 Tc ng ca i th cnh tranh (tddtct)

H1-3(+)

H1-1(+)

H1-2(+)

H1-4(+)

H1-5(+)

Cc gi thuyt nghin cu
http://localhost/var/www/apps/conversion/Root/My%20Documents/Downloads/Cac%20gia%20thuyet.ppthttp://localhost/var/www/apps/conversion/Root/My%20Documents/Downloads/Cac%20gia%20thuyet.ppt


18/36

Giai on 1:Nghincu s b

+ Nghin cu nhtnh: tho lun tay

i.

+ Nghin cu nhlng: 80 khchhng.

Quy trnh

nghin cu

Giai on 2:Nghincu chnh thc (nhlng)

+ Kho st 390 khchhng.

+ Phn tch d liu khost.

III. PHNG PHP NGHIN CU

1. Thit k nghin cu :


19/36

III. PHNG PHP NGHIN CU

Phn tch d liu

Kho st khch hng

Nghin cu nh lng

Tho lun nhm

- Thang o Cronbach Anpha- Phn tch nhn t- Kim nh T-Test- Kim nh Gamma,Phi&Crammers

Kho st 200khch hng

- Mc tiu nghin cu- C s l thuyt (thang o gc)

Kt lun nghin cu

Thang o nhp

Thang o chnh thc- Kho st 150 khch hng

Nghin cus b

Nghin cu chnh

thc (nh lng)

- Kt lun v ngha- Hm cc gii php

Phn mm SPSS

Quy trnh nghin cu

Tng hp d liu


20/36

IV. KT QU NGHIN CU

20

1. M t mu

S LNG PHNTRM (%)

TUI 45 1 .6

TNG 155 100.0

GII TNH NAM 59 38.1

N 96 61.9

TNG 155 100.0

HC VN PH THNG/TRUNG CP/CAONG

26 16.8

I HC/SAU I HC 129 83.2

TNG 155 100.0

THU NHP < 5 TRIU 35 22.6

5-10 TRIU 104 67.1

> 10 TRIU 16 10.3

TNG 155 100.0


21/36

IV. KT QU NGHIN CU

21

1. M t mu

SN PHMDCH V

SN PHM TH 68 43.9

GI TIT KIM 49 31.6

VAY N 19 12.3

THANH TON 10 6.5

GIAO DCH CHNG KHON 9 5.8

TNG

155

100.0

NGN HNGCHUYN I

Vietcombank 31 20.0

DongA 37 23.9

Agribank 11 7.1

Incombank 23 14.8

BIDV 23 14.8

Techcombank

14

9.0

Sacombank 6 3.9

Viettinbank 10 6.5

TNG 155 100.0


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IV. KT QU NGHIN CU

22

2. M t bin quan stBin quan st M haGi trthpnht

Gi trcao nht

Gi trtrung bnh

lch

Ngn hng A cho bn cc dch v, sn phm li thi, lc hu

sscldv1

1.00

7.00

5.1935

1.52935

Nhn vin ngn hng A lm vic km hiu qu sscldv2 1.00 7.00 5.5032 1.38346

Ngn hng A khng thng xuyn cp nht cc dch v, sn phmhin i

sscldv3 1.00 7.00 5.2258 1.37013

Chi ph s dng dch v ti ngn hng A cao giaca1 2.00 7.00 5.7355 1.20646

Tin li tit kim ti ngn hng A thp hn cc ngn hng khc giaca2 1.00 7.00 5.7419 1.28850

Ngn hng A cho vay vi li cao hn cc ngn hng khc giaca3 1.00 7.00 5.6516 1.19845

Ngn hng A c qu t tr ATM sbt1 1.00 7.00 5.5613 1.38209

Ngn hng A khng lin kt vi nhiu ngn hng khc sbt2 1.00 7.00 5.5290 1.33538

Ngn hng A c t chi nhnh giao dch sbt3 1.00 7.00 5.5032 1.31116

Cc a im giao dch ca ngn hng A khng thun tin sbt4 1.00 7.00 5.5677 1.34849

Cc ngn hng khc c chng trnh khuyn mi hp dn hn tddtct1 1.00 7.00 5.2258 1.43041

Cc ngn hng khc c nhiu chng trnh qung co hp dn hn tddtct2 1.00 7.00 5.0065 1.39338

Cc ngn hng khc khuyn mi thng xuyn hn tddtct3 1.00 7.00 5.2581 1.41806

Nhn vin ti ngn hng A khng c thin ch khc phc sai st tdpvktk1 1.00 7.00 5.7613 1.25400

Nhn vin ti ngn hng A thiu lch s, thiu t nh tdpvktk2 1.00 7.00 5.8903 1.20910

Nhn vin ti ngn hng A l l, chm tr trong phc v tdpvktk3 1.00 7.00 5.8323 1.22113

Nhn vin ti ngn hng A khng c thin ch gip khch hng tdpvktk4 1.00 7.00 5.7871 1.20058

Nhn vin ti ngn hng A t vn khng c hiu qu tdpvktk5 1.00 7.00 5.6645 1.29573


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IV. KT QU NGHIN CU

23

2. nh gi tin cy thang o vi h s Cronbach Alpha

Kt qu phn tch Alpha

Factor Alpha

Sai st chtlngdchv 0.8851

Gi c 0.8739

Sbttin 0.9244

Tc ngcaithcnhtranh 0.9209Kinthc,thi phcvkm 0.9451

nhchuyni 0.8685


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IV. KT QU NGHIN CU

24

3. nh gi thang o vi

PP phn tch nhn t khm ph- H s KMO = 0.889

- Phng sai trch c: 81.6%

Component Initial Eigenvalues

Extraction Sums of Squared

Loadings Rotation Sums of Squared Loadings

Total

% of

Variance

Cumulative

% Total

% of

Variance

Cumulative

% Total

% of

Variance Cumulative %

1 9.635 43.796 43.796 9.635 43.796 43.796 4.271 19.413 19.413

2 2.529 11.494 55.291 2.529 11.494 55.291 3.464 15.744 35.156

3 2.057 9.352 64.642 2.057 9.352 64.642 2.753 12.515 47.671

4 1.482 6.736 71.378 1.482 6.736 71.378 2.637 11.985 59.656

5 1.185 5.385 76.764 1.185 5.385 76.764 2.467 11.214 70.870

6 1.085 4.934 81.697 1.085 4.934 81.697 2.382 10.828 81.697

Kaiser-Meyer-Olkin Measure of Sampling

Adequacy..889

Bartlett's Test of

Sphericity

Approx. Chi-Square 2841.727

df 231

Sig. .000


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IV. KT QU NGHIN CU

25

Cc bin c tnh ton li

Bin Cch tnh Loi

Sai st chtlngdchv =Mean(SSCLDV1, SSCLDV2, SSCLDV3)

clp

Gi c =Mean(GIACA1, GIACA2, GIACA3)clp

Sbttin =Mean(SBT1, SBT2, SBT3, SBT41)clp

Tc ngcaithcnhtranh =Mean(TDDTCT1, TDDTCT2, TDDTCT3)

clp

Kinthc,thiphcvkm=Mean(TDPVKTK1, TDPVKTK2,TDPVKTK3, TDPVKTK4, TDPVKTK5)

clp

nhchuyni= Mean(YDCD1, YDCD2, YDCD3,YDCD4)

Phthuc


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IV. KT QU NGHIN CU

26

4. Phn tch tng quan

Bin H s Gi c

Thi phc v,kin thc

km nhchuyn i

Sai st

cht

lngdch v

S bt

tin

Tc ng

ca i thcnh tranh

nhchuyni

PearsonCorrelation

.407(**) .561(**) 1 .561(**) .535(**) .416(**)


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IV. KT QU NGHIN CU

27

5. D tm vi phm gi nh trong m hnh hi quy

Gi nh v s lin h tuyn tnh v hin tng phng saikhng i. Kh nng tun theo phn phi chun ca phn d. Hin tng t tng quan.

Hin tng a cng tuyn.


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IV. KT QU NGHIN CU

28

6. Phn tch hi qui

Model

Sum of

Squares df Mean Square F Sig.

1 Regression59.223 4 14.806 38.795

.000(a)

Residual 57.246 150 .382

Total 116.469 154

Model R R Square Adjusted RSquare

Std. Error of theEstimate

Durbin-Watson

1 .713(a) .508 .495 .61777 1.947

R2iu chnh bng 0.495 ngha l m hnh hi quy tuyn tnh xy dng ph hp vitp d liu n 49.5%.

Gi tr F l 38.975 vi mc ngha quan st c l sig = 0.000 nh hn 0.05 nn cth bc b gi thit Ho ngha l m hnh hi quy tuyn tnh bi xy dng c ph

hp vi tng th.


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IV. KT QU NGHIN CU

29

6. Phn tch hi qui

Unstandardized

Coefficients

Standardized

Coefficients t Sig. Collinearity Statistics

B Std. Error Beta Tolerance VIF

(Constant)

2.024 .318 6.374 .000

Thi phc v, kin thckm .250 .052 .322 4.801 .000 .726 1.377

Sai st cht lng dch v

.131 .050 .202 2.650 .009 .564 1.772

S bt tin.163 .051 .228 3.182 .002 .637 1.569

Tc ng ca i th cnhtranh .147 .040 .222 3.652 .000 .890 1.123


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M hnh nghin cu hiu chnh

nhchuyn i

(ydcd)

2 Sai st cht lng dch v (sscldv)

1 S bt tin (sbt)

3 Kin thc, thi phc v km (kttdpvk)

4 Tc ng ca i th cnh tranh (tddtct)

H1-3(+)

H1-1(+)

H1-4(+)

H1-5(+)

Cc gi thuyt nghin cu
http://localhost/var/www/apps/conversion/Root/My%20Documents/Downloads/Cac%20gia%20thuyet.ppthttp://localhost/var/www/apps/conversion/Root/My%20Documents/Downloads/Cac%20gia%20thuyet.ppt


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Phng trnh hi quy tuyn tnh bi:

YDCD = 0.322TDPVKTK + 0.202SSCLDV +

0.228BATTI EN + 0. 222TDDTCT

Kt lun:S chuyn i ngn hng ca khch hng

c nhn chu nh hng bi cc nhn t: (1) Kinthc, thi phc v km, (2)Sai st cht lng dchv, (3) S bt tin, (4)Tc ng i th cnh tranh.

M hnh nghin cu hiu chnh


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IV. KT QU NGHIN CU

32

7. Kt qu kim nh gi thuyt

Gi thuyt Ni dungGi

tr PKtqu

H1.1 Sai st cht lngdchvc tc ngcng chiuvi nhchuyningn hng.

0,009 Chpnhn

H1.2

Gi c c tc ng cng chiu vi nh chuyningn hng

0,639

Khng

chpnhn

H1.3 S bt tin c tc ng cng chiu vi nhchuyningn hng

0,002 Chpnhn

H1.4

Tc ngcaithcnhtranh c tc ngcngchiuvi nhchuyningn hng0,000

Chpnhn

H1.5 Kin thc, thi phcvkm canhn vin ctc ng cng chiu vi nh chuyn i ngnhng.

0,000 Chpnhn


33/36

IV. KT QU NGHIN CU

Mc tiu Kt qu

Xc nhcc yuttc ngn nhchuyningn hng cacc khch hng c nhn tithnhphHCh Minh

Cc nhn tnhhngn nhchuyningn hng gmbnnhn tbao gm sai stcht lngdchv,sbt tin, tc ngcai thcnhtranh, kin thcv thi phcv km c o lng qua mi lmbinquan st

o lng mc tc ng cacc yutny n nhchuyni ngn hng ca cc khchhng c nhn ti thnh ph H

Ch Minh

Ktquphn tch hiquy abin: Sai st cht lngdchv (= 0.202, Sig =

0.09) Sbttin(= 0.228, Sig = 0.02)

Tc ng ca i th cnh tranh( = 0.222,Sig = 0.00)

Kinthc,thi phcvkm(= 0.322, Sig= 0.00)


34/36

V. KT LUN V KIN NGH

8. Hm chnh sch

Kin thc, thi phc v km S bt tin Tc ng ca i th cnh tranh Sai st cht lng dch v

Gi c


35/36

V. KT LUN V KIN NGH

1

Cn mt s yu t khcc th nh hng n

nh chuyn i ngnhng cha c cpn trong nghin cu.

2

Nghin cu ch thc hini vi khch hng s

dng dch v ngn hngti thnh ph H ChMinh. Kh nng tngqut ho ca m hnh scao hn nu nghin cuc lp li trn nhiu

a phng khc.

3

-Cha kho st nhchuyn i trong vic s

dng mt loi dch v,sn phm-Cha kho st nhchuyn i ti mt ngnhng c th.

9. Hn ch ti nghin cu

Cc vn trn l nhng hng cho cc nghin cu tip theo.


36/36

TRNG I HC M TP.H CH MINH

Thuyet Trinh Luan Van Thacsy Chau

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