ử dụng mô hình Servperf đánh giá sự hài lòng của khách hàng sử dụng thẻ ATM...
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ử dụng mô hình Servperf đánh giá sự hài lòng của khách hàng sử dụng thẻ ATM tại Ngân hàng Thương mại cổ phần kỹ thương Việt Nam - Chi nhánh Nội Bài, Hà Nội
Transcript of ử dụng mô hình Servperf đánh giá sự hài lòng của khách hàng sử dụng thẻ ATM...
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I HC QUC GIA H NI TRNG I HC KINH T
PHM TH NH NGUYT
S DNG M HNH SERVPERF NH GI S
HI LNG CA KHCH HNG S DNG TH ATM
TI NGN HNG THNG MI C PHN K THNG
VIT NAM - CHI NHNH NI BI, H NI
LUN VN THC S TI CHNH NGN HNG
H Ni - 2015
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I HC QUC GIA H NI TRNG I HC KINH T
PHM TH NH NGUYT
S DNG M HNH SERVPERF NH GI S
HI LNG CA KHCH HNG S DNG TH ATM
TI NGN HNG THNG MI C PHN K THNG
VIT NAM - CHI NHNH NI BI, H NI
Chuyn ngnh: Ti chnh - Ngn hng
M s: 60 34 02 01
LUN VN THC S TI CHNH NGN HNG
NGI HNG DN KHOA HC: TS NGUYN TH MINH HU
H Ni - 2015
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LI CAM OAN
Ti xin cam oan lun vn thc s S dng m hnh SERVPERF nh gi s
hi lng ca khch hng s dng th ATM ti Ngn hng thng mi c phn K
Thng Vit Nam Chi nhnh Ni Bi, H Ni l cng trnh nghin cu ca ring ti.
Cc s liu, kt qu trong lun vn l hon ton trung thc.
Tc gi: Phm Th nh Nguyt
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LI CM N
hon thnh nghin cu ny, ti xin chn thnh cm n cc thy c khoa Ti
chnh Ngn hng Trng i hc Kinh t, i hc Quc gia H Ni trang b cho
ti nhng kin thc qu bu trong thi gian qua.
Ti xin by t lng bit n su sc n TS. Nguyn Th Minh Hu, ngi
hng dn khoa hc ca lun vn, tn tnh hng dn, a ra nhng nh gi xc
ng gip ti hon thnh lun vn ny.
Sau cng ti xin chn thnh cm n n Ban lnh o, cc chuyn vin phng
Kinh doanh dch v th Ngn hng TMCP K Thng Vit Nam Chi nhnh Ni Bi,
cng bn b, ngi thn gip , h tr ti trong sut qu trnh hc tp v nghin
cu.
Tc gi: Phm Th nh Nguyt
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MC LC
Danh mc cc t vit tt ................................................................................................... i
Danh mc cc bng biu .................................................................................................. ii
Danh mc cc hnh, s ............................................................................................... iii
PHN M U
1. Tnh cp thit ca ti............................................................. .....................................1
2. Mc ch nghin cu.................................................................... ..................................2
3. Cu hi nghin cu......................................................................... ................................3
4. i tng v phm vi nghin cu................................................... . ..............................3
5. Kt cu ca lun vn...................................................................................... ................3
CHNG 1: TNG QUAN TNH HNH NGHIN CU V C S L LUN
V CHT LNG DCH V V S HI LNG CA KHCH HNG S
DNG TH ATM
1.1 Tng quan tnh hnh nghin cu...................................................................................4
1.1.1 Cc kt qu nghin cu nc ngoi......................................................... .................4
1.1.2 Cc kt qu nghin cu trong nc...........................................................................6
1.1.3 ngha thc tin ca ti..................................................................... ..................8
1.2 Cc nghin cu c bn v cht lng dch v v s hi lng ca khch hng s
dng th ATM.... ........................................................................................................ ......9
1.2.1 Khi nim cht lng dch v.......................................................... ................. .......9
1.2.2 Cc yu t o lng cht lng dch v...................................................... ...........11
1.2.3 S hi lng ca khch hng s dng th ATM......................................................12
1.2.4 Lng trung thnh ca khch hng s dng th ATM.............................................14
1.2.5 Mi quan h gia cht lng dch v, s hi lng v lng trung thnh ca khch
hng.............................................................................................................................. .....15
1.2.5.1 Quan h gia cht lng dch v v s hi lng ca khch hng.............. .......15
1.2.5.2 Mi quan h gia cht lng dch v, s hi lng v lng trung thnh ca
khch hng.................................................................................................................. ......16
1.3 Mt s m hnh nh gi cht lng dch v................................................ ............18
1.3.1 M hnh SERQUAL................................................................................. ...............18
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1.3.2 M hnh SERVPERF ca Cronin v Taylor (1992)...............................................20
1.3.3 M hnh cht lng dch v cm nhnPSQM (Gronroos, 1984:2000)..... ...........23
KT LUN CHNG 1
CHNG 2: PHNG PHP NGHIN CU
2.1 Xy dng gi thuyt v m hnh nghin cu ngh................................................27
2.1.1 Xy dng gi thuyt nghin cu............................................................ .................27
2.1.2 M hnh nghin cu ngh...................................................................... .............28
2.2 Quy trnh nghin cu....................................................................................... ...........29
2.3 Thit k nghin cu.......................................................................................... ..........30
2.3.1 Nghin cu s b............................................................................................... ......30
2.3.1.1 Quy trnh........................................................................................................ .......30
2.3.1.2 Kt qu.......................................................................................................... ........31
2.3.1.3 Thit k bng cu hi............................................................................................32
2.3.2 Nghin cu chnh thc.............................................................................................33
2.3.2.1 Mu nghin cu.............................................................................................. ......34
2.3.2.2 Phng php phn tch d liu..................................................................... .......35
2.4 Xy dng thang o v m ha d liu................................................................. ......38
2.4.1 Thang o SERVPERF........................................................................................ .....38
2.4.2 Xy dng thang o s hi lng ca khch hng............................................... ......40
KT LUN CHNG 2
CHNG 3: KT QU NH GI S HI LNG CA KHCH HNG S
DNG TH ATM TI NGN HNG TMCP K THNG VIT NAMCHI
NHNH NI BI
3.1 Tng quan v dch v th ATM ca Ngn hng TMCP K Thng Vit Nam Chi
nhnh Ni Bi............................................................................................................. ......42
3.1.1 Gii thiu v Techcombank Chi nhnh Ni Bi.......................................... .......42
3.1.2 Thc trng kinh doanh th ca ngn hng TMCP K Thng Vit Nam Chi
nhnh Ni Bi................................................................................................................ ...44
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3.1.2.1 Hot ng pht hnh th ti Techcombank........................................... ..............44
3.1.2.2 Hn mc s dng th.................................................................................... ........46
3.1.2.3 S lng th pht hnh qua cc nm ca Techcombank Ni Bi............... .......47
3.1.2.4 Doanh s thanh ton th.......................................................................................49
3.2 Kt qu nh gi s hi lng ca khch hng s dng th ATM ca ngn hng
TMCP K Thng Vit Nam Chi nhnh Ni
Bi.................................................................................................... ........................... .....50
3.2.1 Thng k m t mu nghin cu .................................................................... ........50
3.2.2 nh gi thang o SERVPERF........................................................................ ......53
3.2.2.1 nh gi thang o bng h s Cronbachs Alpha........................................ ......53
3.2.2.2 Phn tch nhn t khm ph (EFA Exploratory Factor Analysis).......... ........56
3.2.3 Kim nh m hnh nghin cu....................................................................... ........59
3.2.3.1 Phn tch tng quan h s Pearson.......................................................... .........59
3.2.3.2 Phn tch hi quy......................................................................................... .........61
3.2.3.3 Phn tch phng sai ANOVA (Analysis of Variance).............................. .........63
3.3 Kim nh gi thuyt v phn tch kt qu t m hnh nghin cu................ ..........65
3.3.1 Kim nh gi thuyt nghin cu................................................................. ...........65
3.3.1.1 M hnh nh gi s hi lng ca khch hng s dng th ATM.......... ............65
3.3.1.2 Kim nh gi thuyt nghin cu............................................................. ............66
3.3.2 Phn tch cc yu t tc ng n s hi lng ca khch hng................ .............67
3.3.2.1 V hiu qu phc v v s h tr khch hng.....................................................67
3.3.2.2 V phng tin hu hnh........................................................................ ..............68
3.3.2.3 V s tin cy........................................................................................... ..............69
3.3.2.4 V thnh phn m bo......................................................................... ...............69
3.3.2.5 V thnh phn cm thng..................................................................... ................70
3.3.3 nh gi s hi lng ca khch hng..................................................... ................71
3.3.4 Mi quan h gia thi gian s dng dch v, mc s dng dch v vi s hi
lng ca khch hng..........................................................................................................71
KT LUN CHNG 3
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CHNG 4: XUT NHNG GII PHP NHM NNG CAO S HI
LNG CA KHCH HNG S DNG TH ATM TI NGN HNG TMCP
K THNG VIT NAM CHI NHNH NI BI
4.1 nh hng pht trin dch v th ATM ca Techcombank trong nhng nm ti.74
4.2 Mt s khuyn ngh i vi dch v th ca Ngn hng TMCP K Thng Vit
Nam Chi nhnh Ni Bi.......................................................................... ......................75
4.2.1 Ch trng n cc yu t lin quan n hiu qu phc v.............. ...................... 76
4.2.1.1 Hon thin v nng cao hiu qu phc v khch hng ca i ng CBCNV....76
4.2.1.2 Xy dng chnh sch ph dch v linh hot v mang tnh cnh tranh. ...............78
4.2.2 Khuyn ngh v phng tin hu hnh.......................................................... .........80
4.2.2.1 u t nng cp c s vt cht, trang thit b ca mng li giao dch..... ..... 80
4.2.2.2 Pht trin mng li phc v khch hng...................................................... .... 80
4.2.2.3 Nng cao cht lng h thng my ATM....................................................... .... 82
4.2.3 Cng c s tin cy ca khch hng................................................................... ..... 83
4.2.3.1 Lun m bo tnh cnh tranh ca sn phm dch v th ATM................... ......84
4.2.3.2 Tng cng cng tc chm sc v gii quyt tha ng khiu ni ca khch
hng.............................................................................................................................. .....85
4.2.4 Nng cao s m bo ca ngn hng............................................................. .........86
4.2.4.1 Qung b hnh nh v thng hiu ca Techcombank.......................................86
4.2.4.2 Ch trng phong cch chuyn nghip ca i ng nhn vin phc v khch
hng......................................................................................................................... ..........89
4.2.5 Xy dng s cm thng i vi khch hng..................................................... .....90
4.2.5.1 Gn gi s hi lng v tng cng hp tc vi khch hng..................... ..........90
4.2.5.2 Tng cng cng tc t vn v h tr khch hng .................................. ..........93
KT LUN CHNG 4
KT LUN
TI LIU THAM KHO
PH LC
Ph lc 1: Dng cho nghin cu nh tnh
Ph lc 2: Phiu iu tra phng vn khch hng
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Ph lc 3: Thng k m t thang o
Ph lc 4: Phn tch h s Cronbachs Alpha
Ph lc 5: Phn tch EFA
Ph lc 6: Phn tch tng quan h s Pearson
Ph lc 7: Phn tch Hi quy
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DANH MC CC T VIT TT
STT K HIU NGUYN NGHA
1 CBCNV Cn b cng nhn vin
2 NHTMCP Ngn hng thng mi c phn
3 TMCP Thng mi c phn
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DANH MC BNG BIU
STT BNG NI DUNG Trang
1 Bng 2.1 Thang o cht lng dch v th ATM theo m hnh SERVPERF 38
2 Bng 2.2 Thang o s hi lng ca khch hng 40
3 Bng 3.1 Hn mc s dng th 46
4 Bng 3.2 S lng th pht hnh qua cc nm ca Techcombank Ni Bi 48
5 Bng 3.3 Doanh s thanh ton th ti Techcombank Ni Bi 49
6 Bng 3.4 Thng tin mu v gii tnh 50
7 Bng 3.5 Thng tin mu v tui 51
8 Bng 3.6 Thng tin mu v trnh hc vn 51
9 Bng 3.7 Thi gian khch hng s dng dch v th ATM 52
10 Bng 3.8 Mc dng th ATM 52
11 Bng 3.9 Kt qu phn tch CronbachsAlpha cc thnh phn ca thang o 54
12 Bng 3.10 Kt qu phn tch nhn t ca thang o cht lng dch v 57
13 Bng 3.11 Kt qu phn tch nhn t ca thang o s tha mn
ca khch hng
59
14 Bng 3.12 Ma trn trng quan gia cc bin 60
15 Bng 3.13 Kt qu phn tch hi quy 61
16 Bng 3.14 Phn tch ANOVA (Gi thuyt 1) 63
17 Bng 3.15 Bng tm tt c cu thang o cht lng dch v 65
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DANH MC CC HNH, S
STT HNH NI DUNG TRANG
1 Hnh 1.1 Mi quan h gia cht lng dch v v s hi lng 16
2 Hnh 1.2 Mi quan h gia cht lng dch v, s hi lng v
lng trung thnh
17
3 Hnh 1.3 M hnh SERVQUAL ca Parasuraman 18
4 Hnh 1.4 Nm khong cch cht lng dch v ca m hnh
SERVQUAL
19
5 Hnh 1.5 M hnh Perceived Service Quality (Gronroos, 2000) 25
6 Hnh 2.1 M hnh khung nghin cu ngh 28
7 Hnh 3.1 Tng trng th ca Techcombank Ni Bi 49
8 Hnh 3.2 Tc ng gia thi gian s dng dch v vi nh gi
s hi lng ca khch hng
64
9 Hnh 3.3 M hnh cc yu t tc ng n s hi lng ca khch
hng
65
10 S 3.1 S t chc phng th Techcombank Ni Bi 43
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PHN M U
1. Tnh cp thit ca ti
Ngy nay, dch v thanh ton khng dng tin mt tr thnh xu hng ph
bin trn th gii. S dng th thanh ton hay th ATM gip khch hng tit kim
c thi gian, giao dch c nhanh chng v tin li. Trong nhng nm gn y,
ngi dn Vit Nam tip cn v s dng th thanh ton ngy cng nhiu. Theo hip
hi ngn hng, tnh n thng 5/2013, s lng th c pht hnh tng trn 67.1 triu
th, hn 14 000 my ATM v c trn 100 000 POS. ng thi, cc ngn hng thc
hin kt ni lin thng my ATM, my POS, xy dng Trung tm chuyn mch th
thng nht, u t ci tin cng ngh, nhm phc v khch hng c th s dng 01 th
hu ht cc my ca cc ngn hng. Tc tng trng ca th trng th ATM
phn nh xu hng khng dng tin mt ngy cng tr nn ph bin. Theo s liu
thng k ca ngn hng nh nc Vit Nam, t l tin mt trn tng phng tin thanh
ton ang gim dn, t 20.3% nm 2004 xung cn 14% trong nm 2010 v n 2014
gim xung khong 12%. ng thi, theo Bo co ch s thng mi in t Vit Nam
(2014): T l doanh nghip chp nhn thanh ton bng th ln ti 39%, tng gn gp
i so vi t l ny nm 2013.
i vi dch v th ca Techcombank chi nhnh Ni Bi, bn cnh s gia tng
v s lng th trong thi gian qua, chi nhnh Ni Bi cng pht trin a dng ha
sn phm th, nhiu dch v gi tr gia tng vi nhiu tin ch i km nh rt tin,
chuyn tin, gi tit kim, thanh ton ha n trn my ATM... c bit, cht lng
dch v th ti Chi nhnh Ngn hng Techcombank Ni Bi cung cp cho khch hng
lun c ch trng nhm gi chn v pht trin khch hng mi trong tnh hnh cnh
tranh khc lit nh hin nay. Do , vic thng xuyn kim tra, tm hiu, nm bt nhu
cu khch hng v nh gi s hi lng ca khch hng i vi sn phm dch v th
ATM ti Ngn hng Techcombank chi nhnh Ni Bi nn c thc hin thng
xuyn nhm nng cao hn na nhu cu ngy cng cao ca khch hng.
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Qua qu trnh thu thp thng tin, ti thy ti Techcombank Ni Bi cha c mt
nghin cu chnh thc no lin quan n cht lng dch v th ATM c cung cp
v mc hi lng ca khch hng khi s dng dch v th ny. V vy, ng di gc
l mt khch hng thng xuyn s dng dch v th ATM ti Techcombank Ni
Bi, ti lun mong mun dch v th m ngn hng cung cp tht s hiu qu, an ton
v tin li nht hin nay.
Trong lnh vc dch v th ngn hng, s hi lng ca khch hng i vi cht
lng dch v th cng c nhiu nh nghin cu trong v noi nc thc hin. H
ch ra c nhiu yu t tc ng n s hi lng ca khch hng nh k nng nhn
vin, s tip cn, s tin cy, nng lc phc v, s hu hnh... T nhng l do trn,
xc nh chnh xc cc yu t tc ng n s hi lng ca khch hng s dng th
ATM ti Techcombank Ni Bi, ti quyt nh nghin cu nh gi s hi lng ca
khch hng i vi cht lng dch v th thng qua mc cm nhn ca khch
hng. V mc cm nhn ny chnh bng cht lng dch v. iu ny c
khng nh qua nghin cu ca Cronin v Taylor (1992), Lee v cng s (2000), Brady
v cng s (2002) thng qua m hnh SERVPERF.
V vy, ti chn ti S dng m hnh SERVPERF nh gi s hi lng
ca khch hng s dng th ATM ti ngn hng TMCP K Thng Vit Nam
chi nhnh Ni Bi, H Ni lm ti nghin cu ca mnh.
2. Mc ch nghin cu
Nghin cu ny kho st kin ca khch hng khi s dng th ATM ti
Techcombank chi nhnh Ni Bi thng qua m hnh SERVPERF v qua nh gi
cht lng dch v th cng nh s hi lng ca khch hng. S nh gi khch quan
ca khch hng c mt ngha quan trng gip cho Techcombank chi nhnh Ni Bi
ni ring v h thng Techcombank ni chung c nhng nh hng ng trong vic
ci thin v nng cao hn na cht lng cc dch v lin quan n th ATM.
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3. Cu hi nghin cu
Vi mc tiu trn, cu hi ln t ra cho nghin cu l: Khch hng cm thy
hi lng vi dch v th ATM ti Ngn hng TMCP K Thng Vit Nam Chi
nhnh Ni Bi nh th no? tr li c cu hi th chng ta cn tr li c:
Nhng yu t no c nh hng n khch hng trong vic ra quyt nh la chn s
dng loi th ATM ca Techcombank?
Mc tc ng ca cc nhn t nh th no?
p ng ngy cng cao nhu cu ca khch hng v dch v th ATM th ngn
hng cn ci thin nhng im no?
4. i tng v phm vi nghin cu
i tng nghin cu
Khch hng s dng dch v th ATM ti ngn hng TMCP K Thng Vit
Nam Chi nhnh Ni Bi.
S liu phng vn t nhm khch hng s dng th ATM ti Techcombank chi
nhnh Ni Bi.
Phm vi nghin cu
Ngoi cc thng tin thu thp t ngn hng th ti cn c thc hin trn c
s cc thng tin thu thp t phng vn qua bng cu hi khch hng s dng th
ATM ti ngn hng TMCP K Thng Vit Nam Chi nhnh Ni Bi. Nghin
cu c kho st trong khong thi gian t 06/2015 n 07/2015.
5. Kt cu ca lun vn:
Bo co nghin cu ny c chia thnh 4 chng v phn ph lc:
Chng 1: Tng quan tnh hnh nghin cu v c s l lun v cht lng dch
v v s hi lng ca khch hng s dng th ATM
Chng 2: Phng php nghin cu
Chng 3: Kt qu nh gi s hi lng ca khch hng s dng th ATM ti
Ngn hng TMCP K Thng Vit Nam Chi nhnh Ni Bi
Chng 4: xut nhng gii php nhm nng cao s hi lng ca khch hng
s dng th ATM ti Ngn hng TMCP K Thng Vit Nam Chi nhnh Ni Bi
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CHNG 1: TNG QUAN TNH HNH NGHIN CU V C S L
LUN V CHT LNG DCH V V S HI LNG CA KHCH
HNG S DNG TH ATM
1.1 Tng quan tnh hnh nghin cu
1.1.1 Cc kt qu nghin cu nc ngoi
Nng cao cht lng dch v l vn t ra cho tt c cc ngn hng, nht l
trong bi cnh cc ngn hng, cc t chc ti chnh ngy cng cnh tranh gay gt trong
mt th trng ti chnh si ng. Khi ni ti mt ngn hng hin i, ngi ta ngh
ngay ti mt ngn hng c nn tng cng ngh thng tin mnh, sn phm dch v a
dng, hin i, c kh nng phc v khch hng mi lc mi ni. ATM (Automatic
Teller Machine) l mt my rt tin t ng/ my giao dch t ng, l mt trong
nhng knh phn phi sn phm ngn hng ph bin ngy nay. ATM l thit b cho
php ngn hng t ng giao dch vi khch hng, thc hin vic nhn dng khch
hng thng qua th ATM (th ghi n, th tn dng) hay cc thit b tng thch, gip
khch hng kim tra ti khon, rt tin mt, chuyn khon, thanh ton tin hng ha,
dch v. Mt cng c rt tin ch gip ngn hng cung cp dch v nhanh chng ti
khch hng hn nhiu ln so vi trc y. l l do m cht lng dch v ATM
tr thnh ti c nhiu nh nghin cu trn th gii quan tm. Nng cao cht lng
dch v ATM, cc ngn hng cn quan tm n iu g? Nhng yu t no nh hng
n s hi lng ca khch hng khi thc hin giao dch ti my ATM?
Narteh (2013) nghin cu cht lng dch v ATM ti cc ngn hng Ghana:
Nghin cu nhm mc ch xc nh cc yu t cht lng dch v ca ATM v nh
gi nhn thc ca khch hng v tm quan trng ca cc yu t. Tc gi tin hnh thu
thp d liu t 530 khch hng s dng my ATM ca 15 ngn hng Ghana. Thng
k m t, phn tch nhn t khm ph v phn tch nhn t khng nh, cng nh hi
quy c s dng xc nh mc tc ng ca yu t cht lng dch v ATM.
Kt qu nghin cu xc nh nm yu t ca m hnh "ATMqual" theo mc quan
trng nh sau: tin cy, s thun tin, s p ng, tnh d s dng v s thi hnh.
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Nghin cu ca Katono (2011) v s nh gi ca sinh vin i vi cht lng
dch v in t ti Uganda: trng hp cc my rt tin t ng (ATM). Tc gi s
dng phng php nghin cu nh tnh v nh lng da trn mu thun tin c
kho st cc sinh vin ti trng i hc Christian Uganda. Tc gi s dng phng
php phn tch nhn t khm ph, sau phn tch nhn t khng nh ri tin hnh hi
quy tuyn tnh xc nh yu t no tc ng mnh nht i vi cht lng dch v
in t ATM. Kt qu nghin cu cho thy cc yu t v: s hu hnh, s pht hnh
th, tin cy v v tr my ATM l quan trng nht trong thang o nh gi cht
lng dch v my ATM ti Uganda.
Kumar et al. (2011) cng nghin cu v s ph bin ca my ATM ca cc
ngn hng ti n bng cch phn tch cng ngh ATM v s thay th cc nhn vin
giao dch. My ATM ang nhanh chng ni ln nh mt khon u t cng ngh
thng tin quan trng i vi cc ngn hng n . Do , tc gi xem ATM nh
mt i din cho vn v cc nhn vin giao dch i din cho lao ng. Nghin cu da
trn nhng cuc tranh lun v s nghch l ca Cng ngh thng tin lm ng lc
cho nghin cu v s dng m hnh CES (Constant Elasticity of Substitution). Kt qu
nghin cu cho thy c s thay th yu t u vo c th l, ATM (vn) thay th nhn
vin giao dch (lao ng). ng thi, tc gi cng cho rng m hnh CES c s dng
trong nghin cu l mt m hnh d bo tt cc d liu. Kt qu cho thy mc cc
nhn vin giao dch c thay th bi my ATM l cao. Tuy nhin, cc my ATM
khng phi l mt thay th hon ho.
Khng dng li , thc t cho thy, khch hng s dng ATM vn cm thy bc
bi, kh chu khi giao dch. Nghin cu ca Curran & King (2008) kim tra mt lot
giao din my ATM cc ngn hng Anh v cho rng c l hng trong giao din ATM
khi thc hin giao dch. Nghin cu ca tc gi cng a ra mt s xut mi cho
giao din ATM nhm ci thin cht lng dch v ATM.
Lin quan n lnh vc ngn hng, nghin cu ca AlHawari et al. (2008) xc
nh rng khch hng ngn hng c xu hng s dng mt s kt hp ca cc knh
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dch v t ng. Do , tc gi pht trin mt m hnh ton din v cht lng dch
v ngn hng t ng c tnh n cc thuc tnh ca tng knh phn phi v cc yu t
khc c nh hng n vn cht lng. Tc gi nghin cu cht lng dch v t
ng ca dch v ngn hng c khch hng cm nhn da trn nm yu t c
xut nh sau: dch v ATM, dch v ngn hng trc tuyn, dch v ngn hng qua in
thoi, cc dch v ngn hng ct li v cm nhn v gi ca khch hng. M hnh c
kim nh bng phng php phn tch nhn t khng nh (CFA). Tt c nm nhn t
u c tnh n hng, tin cy, gi tr hi t, gi tr phn bit v gi tr tiu chun
lin quan cao. Hn na, CFA v cc tiu ch c ch s cao hn so vi yu cu. Do ,
kt qu nghin cu cho thy cht lng dch v t ng ca ngn hng cu thnh t
nm yu t sau: dch v ATM, dch v ngn hng trc tuyn, dch v ngn hng qua
in thoi, cht lng dch v ct li v cht lng v gi.
1.1.2 Cc kt qu nghin cu trong nc
Trong qun l cht lng hin i, trit l hng n khch hng ang ng vai
tr ch o. Mt trong nhng yu t quyt nh cho s tn ti v pht trin ca mt
doanh nghip l s tha mn ca khch hng v cht lng sn phmdch v mnh
cung ng. Cht lng ny phi c nh gi bi chnh khch hng ch khng phi
bi doanh nghip. Do , to s tha mn cho khch hng, cc ngn hng trong
nc phi khng ngng o lng v ci tin cht lng dch v gi chn khch
hng c v thu ht thm khch hng mi.
Chnh v vy, nhiu nghin cu sinh trong nc cng c nhng nghin cu
c th v cht lng dch v, c bit l cht lng dch v ngn hng c nghin
cu sinh Nguyn Thanh Hng, i hc kinh t TP H Ch Minh tng hp v nh gi
thng qua m hnh SERVQUAL. Nguyn Thanh Hng tm hiu thc trng cht
lng dch v ti cc chi nhnh BIDV trn a bn TP. HCM, ng thi tm hiu nh
gi ca khch hng v cht lng dch v thng qua m hnh SERVQUAL v
Perceived Service Quality Model. Thng qua s liu thng k m t, phn tch tin
cy, phn tch hi quy, phn tch phng sai, nghin cu cho thy c cc yu t
tc ng n cht lng dch v ti BIDV. T , nh gi c cht lng dch v
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7
ca BIDV l rt tt v kh nng s dng dch v l rt cao. Qua nh gi thc tin,
duy tr v pht trin nn khch hng, ti a ra nhng kin ngh v gii php
nhm nng cao cht lng dch v ca BIDV.
Khng ch dng nghin cu tng quan v dch v ngn hng, Nghin cu Bi
Xun Phng Xy dng mi quan h khch hng v lng trung thnh ca khch
hng i vi dch v ngn hng c nhn ti ngn hng Thng mi c phn. ti
tp trung nghin cu khch hng c nhn giao dch vi cc Ngn hng Thng mi
Vit Nam trn a bn Thnh Ph H Ch Minh. Nghin cu cng i su tm hiu mi
quan h vi khch hng, dn n lng trung thnh ca khch hng i vi ngn hng.
Xc nh c nhng yu t xy dng nn mi quan h vi khch hng l mt vn
ct li, t a ra c nhng chnh sch nhm nng cao lng trung thnh ca khch
hng i vi thng hiu.
Do nhn thc c tm quan trng ca vic nghin cu mc hi lng ca
khch hng i vi ngn hng, tc gi Duy Nht, i hc Kinh t TP H Ch Minh
nh gi mc hi lng ca khch hng v dch v th ATM ca ngn hng
TMCP Cng Thng tnh Bn Tre. Nghin cu s dng m hnh cht lng dch
v cm nhn PSQM nghin cu nhng tc ng nh hng n dch v th. Qua ,
ti cng lm ni bt ln ngha cng nh phng php o lng PSQM.
Nhn thc c dch v rt kh o lng v cht lng dch v th c nh
hng khng nh n s hi lng ca khch hng nn nhiu tc gi ca trng i hc
Kinh T, i hc Quc gia H Ni nghin cu rt k v vn ny. Ni bt l ti
nghin cu: o lng s hi lng ca khch hng s dng th ATM ca Ngn hng
TMCP Cng Thng Vit Nam chi nhnh Thng Long ca nghin cu sinh Nguyn
Tin Thnh v ti Nng cao s hi lng ca khch hng khi s dng th Connect
24 ca ngn hng thng mi c phn Ngoi Thng Chi nhnh Lng H ca tc
gi Phm Ngc Quang. Cc nghin cu trn s dng m hnh SERVQUAL ca
Parasuraman & ctg xc nh cc yu t nh hng n s hi lng ca khch hng
khi s dng th. Tuy nhin th nghin cu ca 2 tc gi ch gii thch c khong
60% cho s hi lng ca khch hng v th ATM v gp phn b sung vo h thng l
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8
thuyt v cht lng dch v th cho th trng Vit Nam. Da vo nghin cu ny th
cc tc gi c th xem cc m hnh ny nh m hnh tham kho cho cc nghin cu
hng tip theo.
Ngy nay, c th ni cht lng dch v ATM c cng nhn l yu t
quyt nh s thnh cng hay tht bi ca thng mi in t. ng trn phng din
khch hng, vic cc ngn hng tng cng nng cao cht lng dch v ATM cho
thy khch hng ngy cng c quan tm hn v c th hng nhng thnh qu
ca cng ngh khoa hc hin i mi nht em li cho h. Cn v pha ngn hng, vic
gia tng cht lng dch v ti my ATM s gip cc ngn hng c thm c mt
ngun vn huy ng ng k. V th, mi ngn hng cn a ra chin lc pht trin
cht lng dch v ring cho mnh, c bit l quan tm n nng cao cht lng dch
v ATM.
1.1.3 ngha thc tin ca ti
Da trn cc nghin cu trong v ngoi nc , ti nhn thy khong trng
nghin cu v dch v th ATM ti ngn hng TMCP K thng Vit Nam, chi nhnh
Ni Bi, H Ni. V vy, ti a ra tng vn dng m hnh SERVPERF vo
ti nghin cu cht lng dch v ngn hng ca mnh, c th l nh gi s hi lng
ca khch hng khi s dng th ATM ti ngn hng TMCP K Thng Vit Nam chi
nhnh Ni Bi.
Vi vic thc hin cc cam kt gia nhp WTO, mi trng kinh doanh ca
Vit Nam s tr nn minh bch hn nhng cng cnh tranh quyt lit hn. Do ,
nng cao cht lng dch v cung cp n cho khch hng l vn sng cn trong
cuc cnh tranh ca cc ngn hng trong giai on hin nay. Vi ngha , ti
S dng m hnh SERVPERF nh gi s hi lng ca khch hng s dng th
ATM ti ngn hng TMCP K Thng Vit Nam chi nhnh Ni Bi, H Ni
c k vng c ngha thi s v em li nhng ng gp nh sau:
+ Trn c s tm hiu cc ti liu, tham kho nhng cng trnh nghin cu v
dch v c lin quan, ti tip tc nghin cu l thuyt v lnh vc dch v da
vo a ra nhng xut nhm nghin cu cht lng dch v th ATM ti
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9
Techcombank chi nhnh Ni Bi. ti gp phn h thng cc l lun v khi
nim v dch v, cht lng dch v, cc m hnh nghin cu cht lng dch v nhm
lm c s khoa hc cho nhng bc nghin cu nh tnh v nh lng tip theo sau
. c bit, tp trung nghin cu su v cc m hnh cht lng dch v ph bin:
tm hiu qu trnh hnh thnh v cc ni dung chi tit ca m hnh SERVPERF, nhng
ng dng v kt qu kim nh trong thc tin ca SERVPERF.
+ Da trn cc m hnh cht lng dch v tm hiu, ti a ra m
hnh nghin cu da trn c s kt hp nhng ni dung cn thit ca cc m hnh cht
lng dch v, chn lc cc tiu ch lm thang o ph hp vi nghin cu v cht
lng dch v th ATM trong lnh vc ngn hng. ng thi, xut tin hnh xem
xt mi tng quan c th gia thi gian, mc s dng dch v i vi cht lng
dch v nhm lm r hn cc lun c ca m hnh SERVPERF.
+ Thc hin cc bc nghin cu nh tnh v nh lng rt ra nhng kt
qu cn thit theo mc tiu nghin cu ra cng nh xc nh c nh gi ca
i tng khch hng s dng th ATM ti Techcombank chi nhnh Ni Bi, da
vo ti a ra cc gii php v kin ngh nhm ci thin v nng cao cht
lng dch v th ATM ca h thng Techcombank ni chung v chi nhnh
Techcombank Ni Bi ni ring.
1.2 Cc nghin cu c bn v cht lng dch v v s hi lng ca khch hng
s dng th ATM
1.2.1 Khi nim cht lng dch v
Hin nay c nhiu nh ngha khc nhau v cht lng dch v, nhng nhn
chung ngi ta nh ngha cht lng dch v l nhng g m khch hng cm nhn
c. Mi khch hng c nhn thc v nhu cu c nhn khc nhau nn cm nhn v
cht lng dch v cng khc nhau.
Theo Advardsson, Thomasson v Ovretveit (1994) cho rng cht lng dch v
l dch v p ng c s mong i ca khch hng v l nhn thc ca h khi s
dng dch v.
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10
Theo Lewis & Mitchell (1990) cht lng dch v lin quan n kh nng dch
v p ng nhu cu hoc k vng ca khch hng.
Theo Armand Feigenbaum (1990) cht lng l quyt nh ca khch hng
da trn kinh nghim thc t i vi sn phm hoc dch v, c o lng da trn
nhng yu cu ca khch hng nhng yu cu ny c th c nu ra hoc khng nu
ra, c thc hoc n gin ch l cm nhn, hon ton ch quan hoc mang tnh
chuyn mn v lun i din cho mc tiu ng trong mt th trng cnh tranh.
Theo American Society for Quality (ASQ) Cht lng th hin s vt tri
ca hng ha v dch v, c bit t n mc m ngi ta c th tha mn mi nhu
cu v lm hi lng khch hng.
Theo Parasuraman (1988) Cht lng dch v c xc nh bi s khc bit
gia s mong i ca khch hng v dch v v nh gi ca h v dch v m h nhn
c. Parasuraman (1988) a ra m hnh nm khong cch v nm thnh phn cht
lng dch v, gi tt l Servqual, Servqual c ghp t 2 ch Service v Quality
v c nhiu nh nghin cu nh gi l kh ton din. Sau , Servqual tip tc
c hon thin thng qua vic tp trung vo khi nim v S cm nhn cht
lng"ca ngi tiu dng v s cm nhn cht lng ca khch hng l vic nh gi
c tnh khch quan nht v cht lng ca dch v.
Cht lng dch v th l kh nng p ng dch v th i vi s mong i
ca khch hng s dng th, hay ni theo cch khc l ton b nhng hot ng, li ch
tng thm m ngn hng mang li cho khch hng nhm thit lp, cng c v m rng
quan h i tc lu di vi khch hng thng qua s to nn s hi lng cho khch
hng.
1.2.2 Cc yu t o lng cht lng dch v
Trong khi o lng cht lng sn phm hu hnh gn nh khng c g bn
lun v qu c th th o lng cht lng dch v l iu khng d dng.
c nhiu nh nghin cu a ra cc cch tip cn v thang o khc nhau cho
khi nim ny, nhng cho n ngy nay vn cha c cu tr li y . S kh
khn, phc tp ny bt ngun t cc c tnh khc bit ca dch v so vi sn phm
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11
hu hnh. Qu trnh nhn bit, nhn dng quan im ca khch hng v cht lng dch
v bt u vi vic xc nh nhu cu ca khch hng hoc cc yu t ca cht lng.
Tuy mt vi yu t cht lng c khi qut ha v ph bin nhiu loi hnh dch
v, nhng mt vi yu t cht lng ch p dng mt s loi hnh dch v c th. Do
cht lng dch v c o lng bi nhiu yu t nn vic nhn nh chnh xc cc
yu t ny ph thuc vo tnh cht ca tng loi hnh dch v c th.
C nhiu tc gi nghin cu vn ny nhng ph bin nht v c bit
n nhiu nht l cc tiu ch nh gi cht lng dch v ca Parasuraman v
cng s (Parasuraman et al).
Parasuraman et al (1988) khi qut ha v a ra 5 yu t quyt nh cht lng
dch v nh sau:
(1) S tin cy Reliability;
(2) Hiu qu phc v Responsiveness;
(3) S hu hnh Tangibles;
(4) S m bo Assurance;
(5) S cm thng Empathy.
Cng vo nm 1990, C. Grnroos tin hnh nghin cu v a ra 6 yu t o
lng cht lng dch v nh sau: (1) Tnh chuyn nghip Professionalism
andskills; (2) Phong cch phc v n cn Attitudes and behaviour; (3) Tnh thun
tin Accessibility and flexibility; (4) S tin cy Reliability and trustworthiness; (5)
S tn nhim Reputation and credibility; (6) Kh nng gii quyt khiu ni
Recovery.
Sureshchandar et al (2001) cng a ra 5 yu t nh hng n cht lng dch
v bao gm: (1) Yu t dch v ct li Core service; (2) Yu t con ngi Human
element; (3) Yu t k thut Nonhuman element; (4) Yu t hu hnh
Tangibles; (5) Yu t cng ng Social responsibility.
Cc yu t o lng dch v rt a dng c xc nh khc nhau ty thuc vo
lnh vc dch v. V vy, cc ti liu nghin cu c nu ra trn y l c s
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12
tham kho cho vic xc nh c th cc yu t quyt nh cht lng dch v trong hot
ng kinh doanh ngn hng.
1.2.3 S hi lng ca khch hng s dng th ATM
C rt nhiu khi nim khc nhau v s hi lng ca khch hng. S hi lng
ca khch hng chnh l trng thi/cm nhn ca khch hng i vi nh cung cp
dch v sau khi s dng dch v (Terrence Levesque v Gordon H.G
McDougall, 1996).
C th hn, s hi lng ca khch hng l s phn hi tnh cm, ton b cm
nhn ca khch hng i vi nh cung cp dch v trn c s so snh s khc bit gia
nhng g h nhn c so vi mong i trc (Oliver, 1999 v Zineldin, 2000).
Cng trn quan im ny, Kotler (2007) cho rng s hi lng c xc nh
trn c s so snh gia kt qu nhn c t dch v v mong i ca khch hng
c xem xt d trn ba mc sau y:
Khng hi lng: khi mc cm nhn khch hng nh hn mong i.
Hi lng: khi mc cm nhn ca khch hng bng mong i.
Rt hi lng: khi mc cm nhn ca khch hng ln hn mong i.
Nhn thc cht lng dch v l kt qu ca khong cch gia dch v mong
i v dch v cm nhn v s hi lng cng l s so snh hai gi tr ny. Khi khong
cch gia dch v mong i v dch v cm nhn v cht lng dch v c thu hp
bng khng th c xem l khch hng hi lng. Cht lng dch v l nguyn nhn
(ngun gc) to nn s hi lng khch hng. Hin vn cha c c s thng nht gia
cc nh nghin cu v cc khi nim, nhng a s cc nh nghin cu cho rng gia
cht lng dch v v hi lng khch hng c mi lin h vi nhau (Bi Nguyn Hng,
2004).
S hi lng l hm s ca mong i, cm nhn cng vi khong cch gia cm
nhn v mong i (theo King, 2000).
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13
Theo Philip Kotler (2007), s hi lng ca khch hng l mc trng thi cm
gic ca mt ngi bt ngun t vic so snh kt qu thu c t vic tiu dng sn
phm, dch v vi nhng k vng ca anh ta. Mc hi lng ph thuc s khc bit
gia kt qu nhn c v k vng.
Jamal v cng s (2002) m t s hi lng ca khch hng nh l s p ng
y nht mong i ca khch hng. Thm na, Jamal v Kamal (2002) cho rng s
hi lng ca khch hng l cm nhn hoc thi ca khch hng sau khi s dng mt
sn phm hoc dch v.
Th nhng nhng k vng ca ngi mua c hnh thnh nh th no?
Chng c hnh thnh trn c s kinh nghim mua sm trc kia ca ngi mua,
t nhng nhu cu c nhn h, nhng kin ca ngi thn, v nhng thng tin
cng ha hn ca ngi lm marketing v i th cnh tranh. hiu r cc yu t
tc ng n s tha mn ca khch hng m mnh ang phc v th cc nh
marketing phi tin hnh cc cuc nghin cu khch hng. (Philip Kotler, 2007).
1.2.4 Lng trung thnh ca khch hng
Lng trung thnh ca mt khch hng i vi mt thng hiu ni chung hay
mt thng hiu dch v ni ring, ni ln xu hng khch hng s dng thng hiu
v lp li hnh vi ny (Mai Trang & nh Th, 2007).
C 3 cch o lng lng trung thnh ca khch hng i vi thng hiu, o
lng theo hnh vi, o lng theo thi v o lng theo hung kt hp. o lng
lng trung thnh theo hnh vi l o lng t l m khch hng mua (so vi lng
mua tng th ca h) i vi mt thng hiu no , trong mt khong thi gian c
th. Nh vy, lng trung thnh o lng theo hng hnh vi c xc nh bi lng
mua v vic mua lp li ca khch hng trong qu kh. (Bei, L.T., Chiao, Y.C., 2006).
Do , o lng lng trung thnh theo hnh vi khng o c lng trung thnh
tht s ca khch hng, m c bit l khi khch hng b p buc mua lp li. V th,
nhiu hc gi nhn mnh tm quan trng o lng lng trung thnh theo thi
(Bei, L.T., Chiao, Y.C., 2006). Lng trung thnh theo hng thi lm r hn hnh vi
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14
trung thnh ca khch hng, bng cch vch trn tinh thn, cm xc v cu trc tri thc
ca khch hng (Zins, 2001). Lng trung thnh theo hng thi th hin qua cc
hnh ng: h s cam kt s mua lp li thng hiu v gii thiu thng hiu n
khch hng khc.
Lng trung thnh theo hng kt hp l kt hp lng trung thnh theo hng
hnh vi v theo hng thi . Thi c nh ngha l mt chiu hng tm l
c th hin bi vic nh gi yu t c trng vi mc ng h hoc khng ng h
Thi : bao gm 3 thnh phn: s hiu bit v nim tin ca khch hng, s cm nhn
or nh gi ca khch hng, nh hng n hnh ng v s th ng ca khch hng.
Lng trung thnh ca khch hng cng c o lng nh l mt thi (s a thch
nhn hiu, nh mua, or s cam kt). Nghin cu v thi cung cp s thng sut
v l do mt khch hng biu th hnh vi trung thnh. Thi khch hng nh hng
khng nh n hnh vi ca khch hng. o lng thi v hnh vi ca khch hng s
cho chng ta bit c s tha mn ca khch hng v dn n s trung thnh ca h.
i vi dch v Ngn hng, o lng lng trung thnh l mt vic rt kh khn.
Lng trung thnh c ngha rt ln i vi mt ngn hng. Lng trung thnh c coi
l ng gp phn ln vo li nhun ca bt c doanh nghip no, vic gia tng lng
trung thnh s gip doanh nghip pht trin bn vng. Chnh v vy m vic xy dng
lng trung thnh ca khch hng l mt vn cn quan tm ca bt c ngn hng no.
1.2.5 Mi quan h gia cht lng dch v, s hi lng v lng trung thnh ca
khch hng
1.2.5.1 Quan h gia cht lng dch v v s hi lng ca khch hng
S hi lng ca khch hng v cht lng dch v l hai khi nim hon ton phn
bit nhng c quan h gn vi nhau. Cht lng dch v l khi nim khch quan,
mang tnh lng gi v nhn thc, trong khi , s hi lng l s kt hp ca cc thnh
phn ch quan, da vo cm gic v cm xc (Nguyn Thnh Long, 2006).
Sultan, F. and Simpson, M.C. (2000) cho rng s hi lng ca khch hng v cht
lng dch v l hai khi nim khc bit. Trong khi s tha mn khch hng l quan
im chung chung v b tc ng bi nhiu yu t nh: cht lng sn phm, cht
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15
lng dch v, gi c, yu t tnh hung, yu t c nhn, th cht lng dch v ch tp
trung vo cc thnh phn c th ca dch v.
Parasuraman & ctg (1991) cho rng gia cht lng dch v v s hi lng ca
khch hng tn ti mt s khc bit v im khc bit c bn nht l vn nhn qu.
ng v mt s cng s ng h quan im s hi lng ca khch hng dn n cht
lng dch v. H cho rng cht lng dch v l s nh gi tng th di hn trong khi
s hi lng khc hng ch l s nh gi mt giao dch c th
Trong khi mt s nh nghin cu khc, vi kt qu nghin cu thc nghim
ca mnh cho rng, cht lng dch v l tin t ca s tha mn, nh hng n s
tha mn. Cronin and Taylor (1992) ch ra rng trong phn tch mi quan h nhn qu
gia s tha mn, cht lng dch v v xu hng mua lp li th, trong quan h: cht
lng dch v => s tha mn => xu hng mua lp li, cc h s hi qui l c ngha,
trong khi vi chiu ngc li: xu hng mua lp li => s tha mn => cht lng
dch v th cc h s hi qui khng c ngha.
Bn cnh , mt s nh nghin cu gn y ch ra rng cc thnh phn cht
lng dch v gii thch cho s tha mn khch hng, nh Sultan, F. and Simpson,
M.C.(2000); Cunningham (2002); Prayag (2007) v.v
Do , gi thuyt c nu ra l:
H1: Cht lng dch v c nh hng dng ln s tha mn khch hng. Ngha
l khi cht lng dch v tng hay gim th s tha mn khch hng tng hay gim
theo.
Hnh 1.1: Mi quan h gia cht lng dch v v s hi lng
1.2.5.2 Mi quan h gia cht lng dch v, s hi lng v lng trung thnh ca
khch hng
Cht lng dch v
S hi lng H1 +
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16
Trong mt nghin cu v lnh vc dch v bao gm: ngn hng, dch v v sinh,
thc n nhanh v.vCronin v Taylor (1992), cho thy rng s tha mn khch hng c
s nh hng n xu hng mua lp li trong cc ngnh dch v . Tng t, Mc
Alexander v cng s (1994), trong mt nghin cu v dch v chm sc sc khe
chng minh rng s tha mn khch hng v cht lng dch v c s tc ng n xu
hng mua lp li trong tng lai.
Khi khch hng tha mn v cht lng dch v th s trung thnh vi thng
hiu dch v . Hay ni cch khc, kt qu ca s tha mn l lng trung thnh. Do
, khch hng cng c p ng mong mun ca h khi s dng dch v bao nhiu
th xc sut m khch hng s dng li v trung thnh vi thng hiu dch v by
nhiu.
Do mt gi thuyt na c nu ra l:
H2: S tha mn khch hng c nh hng dng ln lng trung thnh ca h.
Ngha l khi mc tha mn khch hng tng hay gim th lng trung thnh ca h
s tng hay gim theo.
Cronin v Taylor (1992) a ra gi thuyt rng cht lng dch v nh hng
dng ln xu hng hnh vi ca khch hng. V nghin cu thc nghim ca h
chng minh c gi thuyt ny l c ngha. Hay ni cch khc, cht lng dch v
nh hng trc tip ln lng trung thnh ca khch hng v nh hng gin tip n
lng trung thnh thng qua s tha mn ca khch hng. (Bei, L.T., Chiao, Y.C.,
2006).
Do , gi thuyt v mi quan h gia cht lng dch v v lng trung thnh ca
khch hng c nu ra l:
H3: Cht lng dch v nh hng dng ln lng trung thnh ca khch hng.
Ngha l khi cht lng dch v tng hay gim th lng trung thnh ca khch hng s
tng hay gim theo.
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17
Vi 3 gi thuyt c nu ra trn, mi quan h gia cht lng dch v, s tha
mn khch hng v lng trung thnh ca khch hng c trnh by nh trong hnh v
di y.
Hnh 1.2 Mi quan h gia cht lng dch v-s hi lng-lng trung thnh
1.3 Mt s m hnh nh gi cht lng dch v
1.3.1 M hnh SERVQUAL
Ly tng l thuyt trong m hnh ca Gronroos (1984), Parasuraman (1985)
xy dng mt cng c o lng hn hp, gi l SERVQUAL, dng o lng
cht lng dch v cm nhn, b thang o SERVQUAL cha 22 cp ca cc khon
mc o theo thang im Likert o lng ring bit nhng k vng v cm nhn
thc t ca khch hng v cht lng dch v.
C th: Cht lng dch v = Mc cm nhn Gi tr k vng.
y l mt trong nhng m hnh c s dng kh ph bin nh gi cht
lng dch v trong nhiu lnh vc khc nhau. M hnh SERVQUAL gm 10 thnh
phn: (1) Phng tin hu hnh; (2) Tin cy; (3) p ng; (4) Nng lc phc v; (5)
Tip cn; (6) n cn; (7) Thng tin; (8) Tn nhim; (9) An ton; (10) Thu hiu.
n 1988 Parasuraman v cc cng s hiu chnh li cn 5 thnh phn y l
m hnh nghin cu cht lng dch v ph bin v c p dng nhiu nht trong cc
nghin cu marketing. Theo Parasuraman, cht lng dch v khng th xc nh
S hi lng
Cht lng dch v
Lng trung thnh
H1 + H2 +
H3 +
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18
chung chung m ph thuc vo cm nhn ca khch hng i vi dch v v s cm
nhn ny c xem xt trn nhiu yu t.
M hnh SERVQUAL c xy dng da trn quan im cht lng dch v
cm nhn l s so snh khong cch gia cc gi tr k vng/ mong i ca khch
hng v cc gi tr khch hng cm nhn c, do vy m hnh SERVQUAL
cn c tn gi khc l m hnh 5 khong cch cht lng dch v
S tin cy
Nng lc
phc
S p ng
S ng cm
Phng tin hu
hnh
Cht lng
dch v
Hnh 1.3: M hnh SERVQUAL ca Parasuraman
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19
Hnh 1.4: Nm khong cch cht lng dch v ca m hnh SERVQUAL
Khong cch [1] l sai bit gia k vng ca khch hng v cm nhn
ca nh cung cp dch v v k vng . S din dch k vng ca khch hng
khi khng hiu thu o cc c trng cht lng dch v, c trng khch hng to
ra sai bit ny.
Khong cch [2] c to ra khi nh cung cp gp cc kh khn, tr
ngi khch quan ln ch quan khi chuyn cc k vng c cm nhn sang cc tiu
ch cht lng c th v chuyn giao chng ng nh k vng. Cc tiu ch ny tr
thnh cc thng tin tip th n khch hng.
Khong cch [3] hnh thnh khi nhn vin chuyn giao dch v cho
khch hng khng ng cc tiu ch nh. Vai tr nhn vin giao dch trc tip rt
quan trng trong to ra cht lng dch v.
Dch v k vng (expected service)
Dch v cm nhn (perceived service)
Chuyn giao dch v (service delivery)
Chuyn i cm nhn thnh tiu ch cht lng (translation of perceiptions into service quality specifications)
Nhn thc v k vng ca khch hng (management perceiptions consumer expectation )
Thng tin n khch hng(external communication to customers)
Khong
cch (1)
Khong cch (5)
Khong cch (3)
Khong cch (4)
Khong cch (2)
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20
Khong cch [4] l sai bit gia dch v chuyn giao v thng tin m
khch hng nhn c. Thng tin ny c th lm tng k vng nhng c th lm gim
cht lng dch v cm nhn khi khch hng khng nhn ng nhng g cam kt.
Khong cch [5] hnh thnh t s khc bit gia cht lng cm nhn
v cht lng k vng khi khch hng tiu th dch v. Parasuraman et al. (1985)
cho rng cht lng dch v chnh l khong cch th nm. Khong cch ny
li ph thuc vo 4 khong cch trc.
1.3.2. M hnh SERVPERF ca Cronin v Taylor (1992)
Sau nhiu nghin cu kim nh cng nh ng dng, mt bin th ca m hnh
SERVQUAL l SERVPERF c tha nhn nh mt thang o c gi tr l thuyt
cng nh thc tin.
M hnh SERVPERF c Cronin & Taylor (1992) gii thiu, pht trin da
trn nn tng ca m hnh SERVQUAL nhng o lng cht lng dch v da trn
nh gi cht lng dch v thc hin c (performancebased) ch khng phi l
khong cch gia cht lng k vng (expectation) v cht lng cm nhn
(perception).
Theo m hnh SERVPERF th: Cht lng dch v = Mc cm nhn.
Cronin & Taylor (1992) cho rng cht lng dch v c phn nh tt nht
bi cht lng cm nhn m khng cn c cht lng k vng, do vy cht lng dch
v c xc nh bng cch ch o lng kt qu cht lng dch v cm nhn. Kt
lun ny nhn c s ng tnh bi cc nghin cu ca Lee v ctg (2000), Brady
v ctg (2002). V vy, m hnh o lng ny cn c gi l m hnh cm nhn
(Perception Model). B thang o SERVPERF cng s dng 22 cu hi tng t nh
phn cm nhn ca khch hng trong m hnh SERVQUAL b qua phn hi v k
vng gm 05 thnh phn :
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21
S tin cy (Reliability)
S tin cy ni ln kh nng cung ng/ thc hin dch v chnh xc, ng gi v
uy tn, ng vi nhng g cam kt, ha hn. iu ny i hi s nht qun trong
vic thc hin dch v v tn trng cc cam kt cng nh gi li ha vi khch hng.
Tiu ch ny thng c o lng bi cc thang o sau y:
Nh cung cp dch v thc hin ng ngay t ln u;
Nh cung cp cung ng dch v ti thi im m h ha;
Nh cung cp ha lm iu g vo thi gian no th h s lm;
Nh cung cp lun cung cp thng tin n khch hng y v kp
thi
Hiu qu phc v (Responsiveness)
y l tiu ch o lng mc mong mun v kh nng gii quyt vn
nhanh chng, phc v khch hng mt cch kp thi, x l hiu qu cc khiu ni, sn
sng gip khch hng v p ng cc yu cu ca khch hng. Ni cch khc hiu
qu phc v l s phn hi t pha nh cung cp dch v i vi nhng g m khch
hng mong mun c th nh:
Nhn vin phc v sn sng phc v khch hng;
Nhn vin cung cp dch v nhanh chng, kp thi;
Nh cung cp phn hi tch cc cc yu cu ca khch hng;
Nh cung cp lun c gng gii quyt kh khn cho khch hng
Phng tin hu hnh (Tangibles)
S hu hnh chnh l s th hin, hnh nh bn ngoi ca cc c s vt cht,
cng c, thit b v vt liu, my mc, phong thi ca i ng nhn vin, ti liu, sch
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22
hng dn v h thng thng tin lin lc. y l nhng nhn t mi trng
(environmental factors). Ni mt cch tng qut tt c nhng g m khch hng nhn
thy trc tip c bng mt v cc gic quan th u c th tc ng n yu t ny:
C s vt cht y ;
Nhn vin chuyn nghip
Trang thit b hin i
Cch sp xp, b tr tin li cho khch hng
S m bo (Assurance)
y l yu t to nn s tn nhim, tin tng cho khch hng c cm nhn
thng qua s phc v chuyn nghip, kin thc chuyn mn gii, phong thi lch thip
v kh nng giao tip tt. Nh , khch hng cm thy an tm mi khi s dng dch
v:
Nh cung cp dch v thc hin dch v chnh xc, khng c sai st;
Nhn vin phc v khch hng lch thip, nh nhn, to nim tin cho
khch hng;
Bn cm thy an ton trong khi giao dch vi nh cung cp;
Nh cung cp dch v lun cung cp thng tin dch v cn thit cho
khch hng;
Nhn vin phc v tr li chnh xc v r rng cc thc mc ca khch
hng
S cm thng (Empathy).
S cm thng chnh l s quan tm, chm sc khch hng n cn, dnh cho
khch hng s i x chu o tt nht c th, gip cho khch hng cm thy mnh l
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23
thng khch ca ngn hng v lun c n tip nng hu mi lc, mi ni. Yu
t con ngi l phn ct li to nn s thnh cng ny v s quan tm ca ngn hng
i vi khch hng cng nhiu th s cm thng s cng tng:
Nhn vin dch v ch n nhu cu ca tng khch hng;
Khch hng khng phi ch i lu c phc v
Khch hng c giao dch nhng a im thun tin;
H thng thit b hin i d s dng;
Nhn vin dch v lun c thi nim n v n cn vi khch hng
Nhng thnh phn ny s khc nhau v mc quan trng ty thuc vo loi
hnh dch v c th, chng hn s tin cy (reliability) quan trng hn i vi dch v
ngn hng, s cm thng (empathy) quan trng hn i vi dch v y t v chm sc
sc khe.
1.3.3 M hnh cht lng dch v cm nhn PSQM (Gronroos, 1984 : 2000)
nghin cu cm nhn ca khch hng v cht lng, C. Gronroos (1984)
cho rng cht lng dch v c xem xt da trn hai tiu ch l cht lng k thut
(Technical Service Quality) v cht lng chc nng (Functional Service Quality).
hu ht cc loi hnh dch v cht lng s bao gm hai thnh phn l cht lng k
thut: dch v s cung cp cho khch hng ci g (?) v cht lng chc nng: cung cp
cho khch hng nh th no (?). Cht lng k thut l h qu ca qu trnh vn hnh
hot ng dch v, c ngha l nhng g m khch hng nhn c (What ?). Cht
lng chc nng chnh l qu trnh tng tc gia khch hng v ngi cung ng dch
v, ngha l lm th no dch v c th hin v cung ng (How?). Tuy nhin, i khi
kh c th phn bit cht lng k thut gia nhng i th cnh tranh trong cc ngnh
dch v th cht lng chc nng s tr nn quan trng hn i vi khch hng. Cht
lng chc nng thng c nhn bit bng cch nh gi thi ca khch hng khi
khch hng tha mn v hi lng.
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24
C. Gronroos (2000) gii thiu m hnh cht lng dch v cm nhn
(Perceived Service Quality Model PSQM), theo cht lng cm nhn ca khch
hng khng ch ty thuc vo nhng g khch hng nhn c m cn ty thuc vo
nhng g khch hng k vng (pht sinh t nhng nh hng ca thng tin trn
th trng, hnh nh cng ty, nhu cu khch hng, giao tip truyn ming, kin thc
ca khch hng...). Grnroos cng nhn mnh n hnh nh ca cng ty
i vi kt qu cm nhn cht lng dch v bi l danh ting ca dch v c nh
hng rt ln khi cung cp dch v cho khch hng. Hnh nh c tm quan trng i
vi tt c cc cng ty cung ng dch v bi v khch hng c th thy c hnh nh
v ngun lc ca cng ty trong qu trnh giao dch mua bn. Do , c th khng nh
rng cht lng dch v ng thi b tc ng mnh m bi hnh nh doanh nghip
(Corporate Image). Nh vy, C. Grnroos (2000) a ra 3 nhn t nh hng n
cht lng dch v l cht lng k thut, cht lng chc nng v hnh nh doanh
nghip. Theo PSQM, Grnroos cho rng cm nhn ton bca khch hng v
cht lng l mt hm ca nhng cm nhn nh gi ca khch hng v dch v
da trn ba kha cnh ch yu v s khc bit gia nhng nh gi ny
vi nhng mong i v dch v ca khch hng:
* Cht lng k thut (Technical Service Quality): Nhng g m dch v mang n
cho khch hng (the outcomes generated by the service to the customers), y
l kt qu ca qu trnh tng tc gia khch hng vi nh cung cp dch v.
* Cht lng chc nng (Functional Service Quality): Qu trnh cung cp dch v
n khch hng (the process of service delivery to customers), iu ny lin quan
n vic cung cp dch v din ra theo cch thc nh th no.
* Hnh nh ca cng ty (Corporate Image): Cch nhn nhn ca khch
hng i vi cng ty (how the customers view the company), y l cht lc
nhng g nh hng, tc ng n s cm nhn v hot ng ca cng ty, hnh
thnh trong tm tr khch hng ch yu thng qua truyn thng v kinh nghim ca
khch hng.
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25
Hnh 1.5 M hnh Perceived Service Quality (Gronroos, 2000)
KT LUN CHNG 1
Chng 1 a ra c tnh hnh nghin cu trong v ngoi nc i vi m
hnh nh gi cht lng dch v ngn hng, s hi lng ca khch hng khi s dng
dch v ngn hng. T khong trng nghin cu c a ra, tc gi xc nh c
hng nghin cu cho ti ca mnh. Chng 1 trnh by c c s l thuyt v
dch v, cht lng dch v, s hi lng v lng trung thnh ca khch hng. Khng ch
vy, chng 1 cn trnh by mt cch r rng mi quan h gia cht lng dch v, s
hi lng v lng trung thnh ca khch hng. Mt s m hnh nh gi cht lng dch
v cng c a ra nghin cu bao gm: m hnh SERVQUAL ca Gronroos
(1984), Parasuraman (1985), M hnh SERVPERF ca Cronin v Taylor (1992), M
hnh cht lng dch v cm nhn PSQM (Gronroos, 1984, 2000).
Cht lng dch v cm nhn
(Perceived Service Quality)
Tri qua/ Kinh nghim
(Experiences)
K vng
(Expectations)
Hnh nh
(Image)
Thng tin th trng (market communications)
Hnh nh (image)
Truyn ming (word of mouth)
Nhu cu khch hng (customer needs)
Kin thc khch hng (customer learning)
Kt qu/ Cht lng k thut
(Outcome/ Technical quality: What?)
Qu trnh/ Cht lng chc nng
(Process/ Functional quality: How?)
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26
CHNG 2: PHNG PHP NGHIN CU
2.1 Xy dng gi thuyt v m hnh nghin cu ngh
2.1.1 Xy dng gi thuyt nghin cu
Theo Parasuraman (1994), s tranh ci pht sinh t vic nh gi cht lng v
s hi lng l nh gi gia giao dch c th vi nh gi chung. Trong khi cc nh
nghin cu cht lng dch v bt u t gi nh rng s hi lng l s nh gi da
vo mt giao dch c th v cht lng l s nh gi chung c a ra sau mt qu
trnh nh gi tch ly th cc nh nghin cu v s hi lng li c quan im i lp.
Trong nghin cu ny, tc gi cng thng nht vi quan im l khng th nh
gi cht lng dch v mt cch chung chung nh cht lng dch v ny cao hay thp
m cht lng dch v phi c o bng mt tp hp nhiu thang o o lng cc
khi nim thnh phn c lin h vi nhau v n to nn cht lng dch v. Nh vy,
sau khi nghin cu da trn m hnh SERVPERF, cc thnh phn trong m hnh cht
lng dch v v s hi lng ca khch hng s dng th ATM, cc gi thuyt v nh
hng ca cc yu t cht lng dch v cm nhn c t ra theo m hnh nghin
cu ca Cronin v Taylor (1992) c nhn nh nh sau:
H1: S tin cy c nh hng trc tip ng k ti s hi lng ca khch hng,
khi tin cy v dch v th ATM c khch hng nh gi tng th mc hi lng
ca khch hng s tng v ngc li.
H2: S cm thng ca khch hng nh hng trc tip ng k ti s hi lng
ca khch hng, khi s ng cm ca khch hng v dch v th ATM tng th mc
hi lng ca khch hng s tng v ngc li.
H3: Phng tin hu hnh nh hng trc tip ng k ti s hi lng ca
khch hng, khi ti sn hu hnh ca ngn hng c khch hng nh gi tng th
mc hi lng ca khch hng s tng v ngc li.
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27
H4: Hiu qu phc v nh hng trc tip ng k n khch hng, khi hiu
qu phc v ca ngn hng v dch v th ATM c khch hng nh gi tng th
mc hi lng ca khch hng s tng v ngc li.
H5: S m bo nh hng trc tip ng k ti s hi lng ca khch hng,
khi s m bo ca ngn hng v dch v th ATM c khch hng nh gi tng th
mc hi lng ca khch hng s tng v ngc li.
2.1.2 M hnh nghin cu ngh
Qua tham kho cc nghin cu v s hi lng ca khch hng tc gi xut
xy dng m hnh khung nghin cu s hi lng ca khch hng s dng dch v th
ATM, bi vit ny da vo m hnh thnh qu cm nhn thang o SERVPERF
(1992) c hiu chnh ph hp lnh vc nghin cu xy dng m hnh nh sau:
Hnh 2.1: M hnh khung nghin cu ngh
S tin cy
S cm thng
Phng tin hu hnh
S m bo
Hiu qu phc v
S hi lng ca khch
hng s dng th
ATM
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28
2.2 Quy trnh nghin cu
Mc tiu nghin cu
C s l lun
L thuyt v dch v, cht lng dch v,
Cc m hnh cht lng dch v SERVQUAL, SERVPERF, PSQM
Xc nh m hnh nghin cu v cc thang o
Nghin cu s b
Tho lun nhm, phng vn chuyn gia, phng vn s b khch hng
iu chnh thang o
Nghin cu chnh thc
Thit k bng cu hi
Thu thp s liu, x l s liu
Thng k m t mu nghin cu
a ra kt qu nghin cu thng qua:
Phn tch Cronbach Alpha
Phn tch EFA
Kim nh m hnh nghin cu
xut nhm gii php
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29
2.3 Thit k nghin cu
Nghin cu ny c tin hnh theo hai bc chnh: (1) Nghin cu s b v
(2) Nghin cu chnh thc.
2.3.1 Nghin cu s b
Mc ch ca nghin cu s b dng khm ph cc yu t tc ng n cht
lng dch v cng nh s hi lng ca khch hng hiu chnh, b sung vo thang
o SERVPERF cho ph hp vi c th ca dch v th ATM ca Techcombank, qua
xy dng cc thang o a vo m hnh nghin cu v thit lp bng cu hi.
2.3.1.1 Quy trnh
Nghin cu s b c thc hin ti H Ni vo u thng 5/2015 bng phng
php nh tnh la chn cc cu hi a vo bng cu hi kho st, tham kho
kin v vn nghin cu t pha ngn hng Techcombank chi nhnh Ni Bi, H
Ni v khch hng s dng th ATM ti Techcombank chi nhnh Ni Bi.
Vi mc ch iu chnh thang o SERVPERF cho ph hp vi lnh vc ngn
hng, tc gi c bui tham kho kin t cc chuyn vin, cc lnh o, nhn vin
phng th ca ngn hng Techcombank Chi nhnh Ni Bi, H Ni. Ni dung trao
i tp trung vo mt s cu hi c chun b sn da trn nhng vn sau (xem
thm Ph lc 1):
Anh/Ch c th nh gi khch hng nhn xt nh th no i vi cht lng
dch v th ATM do Chi nhnh cung cp?
Chi nhnh c nhn nh g v mong i ca khch hng?
Anh/Ch nhn xt nh th no v cc m hnh cht lng dch v?
Anh/Ch cho kin v tiu ch o lng cht lng dch v c xut.
Cc thang o v cht lng dch v c trnh by c hp l cha?
Chi nhnh s dng tiu ch no o lng cht lng dch v ca mnh?
D on nhu cu ca khch hng v dch v th ATM ca ngn hng trong
tng lai.
Sau khi hiu chnh bng cu hi, tc gi tin hnh phng vn khong 20 khch
hng c chn ngu nhin ang giao dch ti ATM Techcombank Chi nhnh Ni
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30
Bi kim tra thch hp ca ngn t. Qua , ghi nhn kin ng gp ca nhng
khch hng ny v cht lng dch v th v mong mun ca h i vi cc sn phm
dch v th c cung cp bi Techcombank.
2.3.1.2 Kt qu
Sau khi tin hnh nghin cu s b, 5 nhn t ca m hnh nghin cu v s hi
lng khch hng c ng tnh v c th dng cho nghin cu tip theo l nghin cu
chnh thc.
S tin cy:
Ngn hng cung cp dch v nh cam kt.
Ngn hng thc hin dch v chnh xc, hu nh khng c sai st.
Ngn hng bo mt thng tin khch hng v giao dch.
Ngn hng cung cp thng tin n khch hng y , kp thi.
Th ATM ca Techcombank rt c hu ht ATM ca ngn hng khc
Ngn hng c nhn vin t vn ti bn hng dn phc v khch hng.
Hiu qu phc v:
Th tc pht hnh th ATM n gin, nhanh gn.
H thng ATM ca Techcombank lun hot ng tt.
Nhn vin ngn hng gip khch tn tnh, kp thi gii quyt tha ng cc
khiu ni ca khch hng.
Ph dch v ATM ca Techcombank p dng hp l.
Hn mc giao dch hp l
Li sut p dng cho th hp l
Phng tin hu hnh:
Ngn hng c c s vt cht y , b tr p mt.
Ngn hng c trang thit b v my mc hin i.
Mng li giao dch rng khp.
Th ATM ca Techcombank c nhiu dch v tin ch.
a im t my ATM thun tin
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31
Mu m th ATM a dng, p mt
Trang b camera quan st, thit b chng trm ti phng ATM
S m bo:
Th ATM ca Techcombank c khch hng tn nhim.
Khch hng cm thy an ton khi s dng th ATM ca Techcombank
Nhn vin ngn hng c chuyn mn gii
Nhn vin ngn hng vui v, nhit tnh, lch s.
S cm thng:
Techcombank quan tm n khch hng v cht lng dch v th.
Ngn hng lun c nhiu chng trnh u i cho khch hng
Ngn hng lun coi trng li ch ca khch hng
Nhn vin Techcombank lun hiu r nhu cu ca khch hng.
Khch hng ng xp hng s dng dch v ATM Techcombank vo cc
ngy cao im.
y l bc nghin cu s b sng lc li cc bin a vo m hnh nghin
cu, kim tra cc thang o s dng, tham kho kin t pha cc chuyn gia ca
Techcombank, Chi nhnh Techcombank Ni Bi v khch hng ca Techcombank v
vn nghin cu, qua xy dng cc thang o a vo m hnh nghin cu v thit
lp bng cu hi.
2.3.1.3 Thit k bng cu hi
Sau khi tri qua bc nghin cu s b, cc thang o c xc nh gm 28
thang o ca 5 nhn t tc ng n cht lng dch v. Da trn c s ny, bng cu
hi iu tra c thit k. (Xem thm phn ph lc 2)
Bng cu hi dng phng vn khch hng bao gm 3 phn chnh:
Phn I: Phn gii thiu h tn, a ch
Phn II: bao gm 2 phn chnh:
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32
Phn sng lc khch hng vi mc ch tm hiu xem khch hng c ang s
dng th ATM ca Techcombank hay khng.
Phn nh gi s hi lng ca khch hng khi s dng th ATM ca
Techcombank. Cc cu hi kho st c xy dng theo m hnh SERVPERF, bao
gm 28 bin quan st ca 5 nhn t. Khch hng c phng vn v a ra mc
ng ca mnh qua 28 pht biu bng thang o Likert 5 mc .
Phn th ba l mt s cu hi v thng tin v c nhn ca khch hng, nh gii
tnh, tui, trnh hc vn, thi gian s dng th C mc ch cho thng k
phn loi sau ny.
2.3.2 Nghin cu chnh thc
Nghin cu chnh thc c tin hnh ngay khi bng cu hi c chnh sa t
kt qu nghin cu s b. Sau khi hiu chnh, bng phng vn chnh thc c a ra
nhm kho st trc tip khch hng thu thp d liu kho st. i tng kho st l
khch hng s dng th ATM ti Ngn hng TMCP K thng Vit Nam chi nhnh
Ni Bi. Mc tiu nhm kim nh li cc thang o trong m hnh nghin cu, y l
bc phn tch chi tit cc d liu thu thp c thng qua phiu iu tra gi cho khch
hng xc nh tnh logic, tng quan ca cc nhn t vi nhau v t a ra kt lun
c th v s hi lng ca khch hng khi s dng dch v th ATM ca Techcombank.
Quy trnh:
Xc nh s lng mu cn thit cho nghin cu
Gi phiu iu tra cho khch hng
Lin h vi khch hng theo di kt qu tr li
Thu nhn phn hi t pha khch hng
X l d liu thng qua vic s dng phn mm SPSS 21
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33
2.3.2.1 Mu nghin cu
Kch thc mu ph thuc thuc vo phng php phn tch, nghin cu ny c
s dng phn tch nhn t khm ph (EFA). Theo Gorsuch (1983), phn tch nhn t c
mu t nht 200 quan st, Hachter (1994) cho rng kch c mu cn t nht gp 5 ln
bin quan st.
Nhng quy tc kinh nghim khc trong xc nh kch c mu cho phn tch
nhn t thng t nht phi bng 4 hay 5 ln s bin (Trch t trang 263 theo Hong
Trng v Chu Nguyn Mng Ngc Phn tch d liu nghin cu SPSS, XNB Thng
k 2005). Ngoi ra, theo Tabachnick & Fidell (1991) phn tch hi quy t kt qu
tt nht th kch c mu phi tha mn cng thc: n 8k + 50 = 8 x 28 + 50 = 274
Trong : n l s mu
k l s bin c lp ca m hnh
Ngoi ra, theo quy tc kinh nghim ca Nguyn nh Th (2011) th s quan
st ln hn (t nht) 5 ln s bin, tt nht gp 10 ln. Nh vy, vi 28 bin quan st,
nghin cu cn kho st t nht 280 mu t kch thc mu cn cho phn tch EFA.
Phng php thu thp d liu bng bng cu hi, pht phiu kho st trc tip n
khch hng v thu li ngay sau khi tr li. ng thi, nghin cu cng tin hnh kho
st qua mng (gi qua mail).
Cch thc chn mu: m bo tin cy ca tp d liu th tiu ch khi la
chn cng ty kho st l cng ty s dng dch v tr lng qua Techcombank Ni
Bi t 1 nm tr ln v thng xuyn pht sinh cc giao dch thanh ton ha n dch
v qua ti khon.
S lng bng cu hi pht ra l 436 phiu, mi cu hi c o lng da trn
thang o Likert gm 5 im. C tt c 436 bng cu hi c gi cho khch hng
thng qua hnh thc trc tip ti quy giao dch v im ATM Techcombank Chi
nhnh Ni Bi, thng qua cc phng Dch v khch hng, phng Quan h khch hng.
Phiu iu tra cng c gi qua Email v pht trc tip n khch hng l nhn vin
cng ty Tamron Optical, cng ty Fukoku Vit Nam (KCN Ni Bi, Sc Sn, H Ni).,
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34
cng ty TNHH Thng mi v Dch v ng Tm, cng ty c phn sn xut v
thng mi Phng Khnh. Qu trnh thu thp thng tin c thc hin t 05/06/2015
n 05/07/2015.
Kt qu: Sau qu trnh thu thp thng tin, c tt c 378 phiu c thu nhn vi
t l phn hi l 87%, sau khi sng lc cc bng hi khng ph hp, c 369 phiu
iu tra hp l. Cc thng tin trong phiu iu tra khch hng s c nhp liu vo
phn mm. Sau tin hnh phn tch d liu kho st kt lun cc gi thuyt v m
hnh nghin cu. Kt qu cui cng t SPSS 21 s c phn tch, gii thch v trnh
by thnh bn bo co nghin cu.
2.3.2.2 Phng php phn tch d liu
Vi tp d liu thu v t cuc kho st, sau khi tin hnh kim tra v lm sch
d liu. Mt s phng php c s dng trong nghin cu nh sau:
Phng php thng k m t:
Tp d liu sau khi c m ha v hiu chnh s c a vo m t cc thuc
tnh ca nhm mu kho st nh: gii tnh, tui, trnh hc vn, thi gian s dng
th... S liu s c nhp vo phn mm SPSS v thng k m t mu nghin cu
bng phn mm .
Kim nh Cronbachs Alpha
L kim nh cho php nh gi mc tin cy ca vic thit lp mt bin tng
hp trn c s nhiu bin n.
Cng thc ca h s Cronbachs alpha l:
= Np/ [1 + p(N 1)]
Trong p l h s tng quan trung bnh gia cc mc hi. K t Hy Lp p
trong cng thc tng trng cho tng quan trung bnh gia tt c cc cp mc hi
c kim tra.
Cc bin quan st cng o lng mt bin tim n phi c tng quan vi nhau,
v vy phng php nh gi tnh nht qun ni ti s dng h s Cronbachs alpha
th hin tnh ng tin cy ca thang o. Theo Nguyn nh Th (2011) cho rng mt
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35
thang o c tin cy tt khi h s Cronbachs alpha bin thin trong khong t 0,7
n 0,8. Tuy nhin, nu Cronbachs alpha 0,6 l thang o c th chp nhn c v
mt tin cy, nhng khng c ln hn 0,95 v b vi phm trng lp trong o lng.
Nhng bin c h s tng quan bin tng hiu chnh nh hn 0.3 s b loi.
V vy, i vi nghin cu ny th Cronbachs Alpha t 0.6 tr ln l chp nhn
c. Tnh ton Cronbachs alpha gip ngi phn tch loi b cc bin khng ph hp
v hn ch cc bin rc trong qu trnh nghin cu.
Vi d liu thu thp c t bng cu hi, tin hnh phn tch Cronbachs
Alpha trong SPSS, chng ta vo menu Analyze/ Scale/ Reliability Analysis. Sau a
cc bin cn phn tch Cronbachs Alpha vo hp thoi Items; s liu phn tch
Cronbachs Alpha s hin ra trong ca s Output.
Phng php phn tch nhn t khm ph (EFA):
c s dng kim nh s hi t ca cc bin thnh phn v khi nim. Cc
bin c h s tng quan n gia bin v cc nhn t (factor loading) nh hn 0.5 s
b loi. Phng php trch nhn t c s dng l Principal Axis Factoring c s
dng km vi php quay khng vung gc Varimax. im dng trch khi cc yu t c
Initial Eigenvalues > 1.
Phn tch nhn t khm ph (EFA) l k thut ch yu thu nh v tm tt d
liu. Phn tch nhn t khm ph pht huy tnh hu ch trong vic xc nh cc tp bin
cn thit cho vn nghin cu cng nh rt cn thit trong vic tm mi quan h gia
cc bin vi nhau.
Mc thch hp ca tng quan ni ti gia cc bin quan st trong cc khi nim
nghin cu c th hin bng h s KaiserMyer Olkin (KMO) o lng s thch
hp ca mu v mc ngha ng k ca kim nh Barlett. KMO c gi tr thch hp
trong khong [0,5;1].
S rt trch cc nhn t i din bng cc bin quan st c thc hin bng phn
tch nhn t chnh vi php quay (Varimax). Cc thnh phn vi gi tr Eigenvalue ln
hn 1 (Gerbing v Anderson, 1998) v tng phng sai trch bng hoc ln hn 50%
c xem nh nhng nhn t i din cc bin.
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36
Cui cng, phn tch nhn t c ngha, tt c cc h s ti nhn t (factor
loading) phi ln hn h s quy c 0.5 cc khi nim nghin cu t gi tr hi t
(Hair & ctg, 2006). Bn cnh , khc bit h s ti nhn t ca mt bin quan st gia
cc nhn t phi ln hn hoc bng 0.3 to gi tr phn bit gia cc nhn t
(Jabnoun v AlTamimi, 2003). K thut phn tch nhn t (factor analysis) c s
dng trong nghin cu ny nhm rt gn v gom cc yu t thuc tnh li thnh mt
nhn t c ngha hn, t hn v s lng.
Chng ta c th chn cc quyn s hay trng s nhn t sao cho nhn t th nht
gii thch c phn bin thin nhiu nht trong ton b bin thin. Sau ta chn tp
hp cc quyn s th hai sao cho nhn t th hai gii thch c phn ln bin thin
cn li, v khng c tng quan vi nhn t th nht.
Trong SPSS, vi d liu nhp, chng ta vo Menu Analyze/ Demension
Reduction/ Factor. i vi cc bin c lp, chng ta a vo hp thoi Variables v
chn kim nh KMO, ri chn php xoay Varimax rt trch v nhm cc nhn t.
Kim nh cc gi thuyt ca m hnh
Phn tch tng quan h s Pearson: Cc phn tch thng s dng mt s thng
k c tn l h s tng quan Pearson (Pearson Correlation Coefficient) lng ha
mc cht ch ca mi lin h tuyn tnh gia hai bin nh lng. Gi tr h s
tng quan Pearson bng 0 ch ra rng hai bin khng c mi lin h tuyn tnh, ngc
li nu gi tr cng tin gn n 1 khi hai bin c mi tng quan tuyn tnh cht ch.
Nu gia hai bin c s tng quan tuyn tnh cht ch th phi lu vn a cng
tuyn khi phn tch hi quy.
Trong SPSS, phn tch tng quan, chng ta vo Menu Analyze/ Correlate/
Bivariate. i vi phn tch tng quan, chng ta cn tnh nhn t i din ca bin
c lp v bin ph thuc trc sau mi a cc nhn t i din vo hp thoi
Variables.
Phn tch hi quy : Phn tch hi quy s xc nh mi quan h gia bin ph thuc
(S hi lng ca khch hng v cht lng dch v) v cc bin c lp (s hu hnh,
s cm thng, hiu qu phc v, s tin cy). M hnh phn tch hi quy s m t hnh
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37
thc ca mi lin h v qua gip d on c mc ca bin ph thuc khi bit
trc gi tr ca bin c lp. Phng php phn tch c chn la l phng php
Enter.
Khi cc nhn t phn tch u tha mn cc kim nh trn th chng ta s i xc
nh h s hi quy ca m hnh bng phn mm SPSS. Chng ta vo Menu Analyze/
Regession/ Linear. Sau tin hnh a bin ph thuc vo hp thoi Dependent, cn
cc bin c lp a vo hp thoi Independent. Trong hp thoi Mathod chng ta
chn Enter l phng php c s dng nhiu nht.
2.4 Xy dng thang o v m ha d liu
2.4.1 Thang o SERVPERF
i vi dch v th ATM qua phng vn v kho st tc gi iu chnh thang o
v nghin cu m hnh vi 5 thnh phn bao gm 28 bin: (1) S tin cy: 6 bin, (2) S
cm thng: 5 bin, (3) Phng tin hu hnh: 7 bin, (4): Hiu qu phc v: 6 bin, (5):
S m bo: 4 bin.
Cc tp bin quan st c th c o lng trn thang o Likert 5 im c
dng sp xp t nh n ln vi s cng ln l cng ng (1hon ton khng hi
lng; 2khng hi lng; 3bnh thng; 4hi lng; 5hon ton hi lng). Ngoi cc
thang o trn tc gi cn s dng cc thang o nh danh, thang o th bc nhm
sng lc i tng phng vn v thu thp cc thng tin c nhn ca i tng phng
vn nh: tui, gii tnh, mc s dng th...
Bng 2.1: Thang o cht lng dch v th ATM theo m hnh SERVPERF
Tn thnh phn M
ha
Ni dung
S TIN CY
SUTC1 Techcombank cung cp tin ch th ATM ng
nh cam kt
SUTC2 Techcombank x l giao dch chnh xc, khng
b sai st
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38
S TIN CY
SUTC3 Ngn hng lun gii quyt tha ng khi khch
hng khiu ni, thc mc.
SUTC4 Thng tin cc nhn ca khch hng c bo mt
nh ha
SUTC5 Ha n, chng t giao dch, sao k c y , r
rng, chnh xc
SUTC6 Ngn hng lun c nhn vin t vn ti bn
hng dn phc v khch hng
S CM THNG
SUCT1 Techcombank c quan tm i vi khch hng v
cht lng dch v th
SUCT2 Nhn vin Techcombank quan tm, hiu r nhu
cu ca khch hng
SUCT3 Techcombank lun c nhiu chng trnh u i
th hin s quan tm ca ngn hng i vi
khch hng
SUCT4 Techcombank coi trng li ch ca khch hng
SUCT5 Khch hng ng xp hng s dng dch v ATM Techcombank vo cc ngy cao im
PHNG TIN
HU HNH
PTHH1 Mng li giao dch rng khp
PTHH2 a im t my ATM thun tin
PTHH3 C s vt cht ca Techcombank c trang b
hin i
PTHH4 S sang trng, lch s ti ni giao dch
PTHH5 Dch v th ATM c tch hp nhiu dch v tin
ch khc
PTHH6 Trang b Camera quan st, thit b chng trm ti phng ATM
PTHH7 Mu m th ATM a dng, p, bt mt
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39
HIU QU PHC V
HQPV1 H thng ATM ca Techcombank lun hot ng tt (t xy ra hin tng nut th, my h, my ht tin)
HQPV2 Nhn vin Techcombank nhit tnh gii quyt kp
thi phn nh khch hng qua ng dy nng
24/24
HQPV3 Th tc pht hnh th n gin, nhanh gn
HQPV4 Li sut p dng cho th l ph hp
HQPV5 Cc loi ph dch v ATM (hng nm, rt tin,
chuyn tin, thanh ton) ca Techcombank p
dng hp l
HQPV6 Hn mc giao dch l hp l (s ln ti a rt
trong ngy, s tin ti a mi ln rt...)
S M BO
SUB1 Th ATM ca Techcombank c danh ting c khch hng tn nhim
SUB2 Nhn vin Techcombank vui v, lch s, nhn
nhn, nim n vi khch hng
SUB3 Nhn vin Techcombank c kin thc chuyn
mn x l khiu hi, vng mc
SUB4 Techcombank lun cung cp thng tin cn thit
cho khch hng
2.4.2 Xy dng thang o s hi lng ca khch hng
o lng s hi lng ca khch hng s dng th ATM ca Techcombank
Ni Bi, tc gi a ra 3 tiu ch :
Tng th cht lng dch v th ATM
Gii thiu dch v th cho nhng ngi khc
Tip tc s dng dch v th ATM ca ngn hng
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40
Bng 2.2 Thang o s hi lng ca khch hng
STT M ha Din gii
S HI LNG
1 HL1 Anh/ Ch hi lng vi cht lng dch v th ATM ca
Techcombank
2 HL2 Trong thi gian ti, anh/ Ch vn tip tc s dng dch v th
ATM ca Techcombank
3 HL3 Anh/ Ch s gii thiu dch v th ATM ca ngn hng cho
nhng ngi khc
KT LUN CHNG 2
Trn c s nghin cu cc m hnh cht lng dch v chng 1 th trong
chng 2 ny, tc gi a ra m hnh nghin cu ngh cho ti ca mnh. o
lng mc hi lng ca khch hng khi s dng th ATM ca ngn hng TMCP K
thng Vit Nam chi nhnh Ni Bi hin nay, tc gi vn dng m hnh
SERVPERF (Cronin v Taylor, 1992). Tc gi hiu chnh m hnh gm 5 yu t
l s tin cy, s cm thng, phng tin hu hnh, hiu qu phc v, s m bo cho
ph hp vi lnh vc ngn hng. Trong chng ny, tc gi thit k phng php
nghin cu, thng qua nghin cu s b v chnh thc tc gi xy dng c bng
cu hi kho st phc v cho mc tiu nghin cu. Bng cu hi c xy dng theo
m hnh SERVPERF gm 5 thnh phn vi 28 bin quan st. Cc bin quan st
c m ha cp nht vo phn mm SPSS phc v cho cng tc phn tch d liu.
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41
CHNG 3: KT QU NH GI S HI LNG CA KHCH HNG
S DNG DCH V TH ATM TI NGN HNG TMCP K THNG
VIT NAM CHI NHNH NI BI
3.1 Tng quan v dch v th ATM ca Ngn hng TMCP K Thng Vit Nam
Chi nhnh Ni Bi
3.1.1 Gii thiu v Techcombank Chi nhnh Ni Bi
Ngn hng Thng mi c phn K Thng Vit Nam, thng c bit n
vi tn gi Techcombank hin l mt trong nhng ngn hng thng mi c phn ln
nht Vit Nam. K t khi thnh lp nm 1993 n nay, Techcombank khng ngng
pht trin mnh m vi thnh tch kinh doanh xut sc v c nhiu ln ghi nhn l
mt t chc ti chnh uy tn vi danh hiu Ngn hng tt nht Vit Nam. Ngy nay,
cng vi s h tr ca c ng chin lc HSBC, Techcombank hin ang c mt nn
tng ti chnh n nh v vng mnh. Techcombank s hu mt mng li dch v a
dng v rng khp vi 315 chi nhnh v 1229 my ATM trn ton quc cng vi h
thng cng ngh ngn hng tin tin bc nht.
Techcombank Ni Bi, mt chi nhnh ca Ngn hng thng mi c phn k
thng c tr s ti tng 1, cng ty dch v hng ha hng khng, sn bay quc t Ni
Bi, Sc Sn, H Ni l mt chi nhnh tng i mnh trong h thng Techcombank.
Nm 2014, Techcombank Ni Bi khai trng thm mt phng giao dch ti nh ga
hnh khch T2, sn bay Quc t Ni Bi.
Techcombank Ni Bi cung cp y cc dch v kinh doanh chin lc bao
gm: Dch v ti chnh c nhn, Dch v ngn hng cho doanh nghip va v nh,
Ngn hng bn bun v Ngn hng giao dch.
Phng kinh doanh dch v th Techcombank Ni Bi:
Hin nay, phng th c khong 32 cn b bao gm trng phng, 2 ph phng
v 29 nhn vin c t chc theo s sau:
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42
S 3.1: S t chc phng th Techcombank Ni Bi
Chc nng nhim v ca phng th Techcombank Ni Bi
Tm kim khch hng l cc c nhn, cng ty c nhu cu s dng th tn dng, th ghi
n trong v ngoi nc gii thiu v mi h s dng th ca Techcombank.
Tip th ni t my ATM, k hp ng, t my, thu dch v bo v i vi cc
my ATM nm ngoi tr s.
Bng nhiu phng thc khc nhau, thng qua cc knh thng tin, cn b tip th tm
kim cc khch sn, nh hng, cng ty du lch, cc im bn v my bay, ca hng,
siu th... ni cung cp hng ha dch v c v tr v tim nng thun tin cho vic chi
tr bng th tn dng gii thiu v mi lm n v chp nhn th cho Techcombank.
Thc hin cc chng trnh khuyn mi, hu mi, hng dn nghip v, trang b my
mc thit b, thm hi, giao nhn ha n n chi,... phc v khch hng.
Qun l khch hng v my mc thit b, doanh s thanh ton, tnh trng hot ng...
m bo trc cp php cc ch th, cc n v chp nhn th 24/24 k c ngy l v
ch nht.
Trng phng
Ph phng
B
phn
pht
hnh
th tn
Ph phng
B
phn
thanh
ton
th
B
phn
tra sot
th
quc t
B
phn
tip th
th
B
phn
pht
hnh
th ghi
B phn
pht
hnh th
ghi n
quc t
B
phn
tra sot
th ghi
n
-
43
Nhn gii quyt cc thng tin t ch th, cc n v chp nhn th lin quan n vic
s dng, chp nhn v thanh ton th.
Nhn cc thng bo ca trung tm th v tnh trng hot ng ca my ATM v phi
hp x l sa cha hoc khc phc s c.
3.1.2 Thc trng kinh doanh th ca ngn hng TMCP K Thng Vit Nam
Chi nhnh Ni Bi
3.1.2.1 Hot ng pht hnh th ti Techcombank
Bt u t ngy 15/12/2003, chic th F@stAccess u tin do Techcombank
pht hnh ra i. y l th ghi n ni a do Techcombank pht hnh, thc hin
thanh ton trn mng li ATM v cc im chp nhn th ca Techcombank v cc
ngn hng khc trong lin minh th.
Bn cnh , Techcombank cn thc hin lm i l thanh ton cho cc t chc
th quc t nh Visa, Master Card, Amex, JBC... Ngy 21/09/2004, Ngn hng Nh
nc H Ni ra quyt nh s 0565/NHNNHAN7 cho php Techcombank c pht
hnh th ni a v th quc t mang thng hiu Master Card. T ngy 27/05/2005,
Techcombank chnh thc tr thnh thnh vin pht hnh ca t chc th quc t Visa.
Cc sn phm th ca Techcombank
Th tn dng quc t
Hin nay, Techcombank pht hnh 3 loi th tn dng quc t:
Th tn dng quc t Techcombank Visa (Classic + Gold): i vi loi th ny, ch
th c khch hng cp cho mt hn mc tn dng chi tiu bng th ti hng triu
im chp nhn th, website v ATM mang logo Visa ti Vit Nam v trn ton th
gii. Khch hng khng phi tr li ti a ti 45 ngy cho cc giao dch mua sm hng
ha dch v. Khch hng c th d dng, thun tin theo di v qun l chi tiu thng
qua: sao k c gi bng nhiu hnh thc nh: email, mobile, chuyn pht bo m,
tin nhn min ph.
Th tn dng quc t Techcombank Visa Platinum: Ch th khi s dng loi th ny
s c hng nhiu chng trnh u i nh: hn mc tn dng cao nht trong cc
dng th tn dng Techcombank, c hng cc dch v bo him ton cu, u i
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44
v Golf ti 06 sn hng u Vit Nam, u i v phng ch hng thng gia ti sn
bay, u i gim gi v m thc, thi trang, lm p...
Th tn dng quc t Dream Card: c Techcombank cp hn mc tn dng hon
ton tn chp rt tin v thanh ton ti hng triu ATM, website v n v chp nhn
th ti Vit Nam v trn ton th gii. Khch hng c hng nhiu u i v hn
mc rt tin cao, u i gim gi khi thanh ton ti cc n v chp nhn th c hp tc
vi Techcombank, c hng nhiu chng trnh khuyn mi hp dn khi mua sm.
Ngoi ra, khch hng cn c th d dng theo di v qun l chi tiu thng qua pht
hnh th ph.
Th tn dng quc t ng thng hiu
Th tn dng quc t Vietnam Airline Techcombank Visa (Classic + Gold): Vi cc
tin ch ging vi th Th tn dng quc t Techcombank Visa (Classic + Gold), ngoi
ra khch hng cn c hng cng dm thng Bng Sen Vng tn hng cc u
i t Vietnam Airlines (i im ly v my bay min ph...)
Th tn dng quc t Vietnam Airlines Techcombank Visa Platinum: Khch hng s
c cp th hi vin hng Titan ca chng trnh Bng Sen Vng ca Vietnam
Airlines. Khch hng cng c th c hng nhiu u nh: lm th tc bay ti
quy hng thng gia, u tin ln my bay, hnh l qu cn, u tin xp ch...
Th tn dng VIP Vingroup Platinum: y l loi th m Techcombank lin kt vi
tp on Vingroup khch hng c th nhn c nhiu u i gim gi, cc dch v
chm sc ti h thng ca tp on Vingroup. Khi s dng th ny, khch hng c
cp hn mc tn dng cao, min ph pht hnh v ph thng nin nm u, c s
dng dch v thay th th v ng tin mt trn phm vi ton cu, c h tr mi lc
mi ni vi s hotline ring ca Techcombank.
Th thanh ton
Th thanh ton quc t Techcombank Visa (Classic + Gold): Th ny gip ngi s
dng c th mua sm ti nc ngoi bng bt k loi tin no trn th gii. D dng
theo di vic chi tiu ca ngi thn thng qua vic pht hnh th ph. Ngi s dng
c hng li sut trn s d ca ti khon, c nhn thng tin min ph t ngn
-
45
hng, c th theo di bin ng ti khon mi lc mi ni. Ngoi ra, ch th cn c
hng nhiu chng trnh u i khi giao dch bng th ca Techcombank.
Th thanh ton ni a Techcombank F@st Access: Thun tin khi giao dch ti hng
nghn ATM rng khp trn ton quc ca cc ngn hng trong cc lin minh:
Smartlink, banknet, VNBC. Ch th c th thanh ton online v my bay, theo di bin
ng ti khon mi lc mi ni, thanh ton mua hng ha dch v ti h thng kinh
doanh chp nhn th ni a, c th giao dch ngoi t. Ngoi ra, khch hng cng c
hng nhiu u i khc.
Th thanh ton quc t ng thng hiu
Th thanh ton quc t Vietnam Airline Techcombank Visa (Classic + Gold)
Th thanh ton quc t Vietnam Airlines Techcombank Visa Platinum
Th thanh ton Vincom Loyalty: y l th khch hng thn thit, tch im khi mua
sm ti TTTM Vincom Mega Mall Royal City tch hp tnh nng thanh ton quc t.
Khch hng c th s dng th thanh ton quc t ti hng triu im chp nhn th ti
Vit Nam v trn Th gii, hng li trn s d ti khon. Ngoi ra, ch th cn c
hng nhiu chng trnh u i nh dch v ngn hng trc tuyn, min ph m th...
Th thanh ton quc t VIP Vingroup Platinum
3.1.2.2 Hn mc s dng th
Bng 3.1: Hn mc s dng th
Hng Chun Hng Vng
Tng hn mc s dng ti a
1 ngy
Bng hn mc tn dng
c cp
Bng hn mc tn dng
c cp
Hn mc thanh ton ti a ti
n v chp nhn th 1 ngy
Bng hn mc tn dng
c cp
Bng hn mc tn dng
c cp
Hn mc thanh ton qua
Internet ti a 1 ngy
20 000 000 VN 40 000 000 VN
-
46
Hn mc thanh ton ti a
cho 1 giao dch qua Internet
khng cn nhp CCV2
T 10 000 000 VN/giao
dch tr xung
T 10 000 000
VN/giao dch tr
xung
Tng hn mc rt tin mt ti
a 1 ngy
7 500 000 VN 15 000 000 VN
Tng hn mc rt tin mt ti
a trong 1 chu k tn dng
50% hn mc tn dng,
ti a 20 000 000 VN
50% hn mc tn dng,
ti a 40 000 000 VN
PRIORITY (QUYN U TIN)
Tng hn mc rt tin mt ti
a 1 ngy
30 000 000 VN
Tng hn mc rt tin mt ti
a 1 ngy
50 000 000 VN
Hn mc thanh ton qua
Internet ti a 1 ngy
50 000 000 VN
MOTO/ hn mc giao dch
nhp tay/ ngy
40 000 000 VN
3.1.2.3 S lng th pht hnh qua cc nm ca Techcombank Ni Bi
Hin nay, trong ton h thng Techcombank c hn 300 chi nhnh, trong
Techcombank Ni Bi c nh gi l mt chi nhnh hot ng kh hiu qu. Nhn
vin b phn tn dng v phng th vi nhiu nm kinh nghim cng vi s nhit tnh
nng s lng th ATM pht hnh qua 5 nm gn y tng trng mt cch ng
u v u t ch tiu m Hi s chnh giao cho chi nhnh.
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47
Bng 3.2: S lng th pht hnh qua cc nm ca Techcombank Ni Bi
Nm
Loi th
2010
2011
2012
2013
2014
Th tn dng quc t (th)
(Th F@st Access Visa Credit)
204 349 384 455 607
Tng trng (%) 71% 10% 18.5% 33.4%
Th thanh ton ni i (th)
(Th F@st Access)
861 823 997 965 1 009
Tng trng (%) 4.4% 21% 3.2% 4.6%
Th ghi n quc t (th)
(Th F@st Access Visa Debit)
1 105 1 112 1 395 1 373 1 482
Tng trng (%) 0.6% 25.4% 1.6% 7.9%
Tng s th (th) 2 170 2 284 2 776 2 793 3 098
(Ngun: Tng hp ca Phng th Techcombank Ni Bi)
Qua bng trn, ta thy s lng pht hnh th thanh ton ni a c s bin
ng khng ng k qua cc nm gn y, nm 2011 gim 4.4% so vi nm 2010; nm
2013 gim 3.2% so vi nm 2012. S lng th tuy c gim nhng khng ng k c
th do B phn pht hnh th ca Techcombank chi nhnh Ni Bi cha quan tm n
vic tip th th dn n s lng th gim nh trong nm 2011.
i vi th Tn dng quc t, t nm 2010 n 2014 u tng trng mnh ,
nm 2011 tng trng vt bc so vi cc nm khc, nm 2011 t 71% so vi nm
2010.
Th ghi n quc t l loi th chim t l cao nht trong cc loi th pht hnh
ca Techcombank. S lng th ny u tng trng qua cc nm, ring nm 2013 c
gim nh (1.6%) so vi 2012.
Tuy vy th tng s th m Techcombank Ni Bi pht hnh qua 5 nm gn
y u tng trng ng u. iu ny chng t B phn pht hnh th lm vic
tch cc, c chnh sch Marketing tng i tt dn n khch hng tn nhim vo th
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48
Techcombank kh nhiu. thy r hn s tng trng ca s lng th pht hnh
chng ta c th nhn vo biu sau:
Hnh 3.1: Tng trng th ca Techcombank Ni Bi
(Ngun: Tng hp s liu t phng th Techcombank Ni Bi)
3.1.2.4 Doanh s thanh ton th
C tr s ti cng hng khng quc t Ni Bi, ni giao thng ca rt nhiu
nhm khch hng khc nhau, Doanh s thanh ton th ti Techcombank chi nhnh Ni
Bi lun ng mc n tng trong h thng Techcombank, c th nh sau:
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Bng 3.3: Doanh s thanh ton th ti Techcombank Ni Bi
Nm
Ch tiu
2010
2011
2012
2013
2014
Doanh s thanh ton Th tn dng
quc t (Triu USD)
80.4 158.2 163.1 177.9 201.6
Tng trng % 96.7% 3.1% 9.1% 13.3%
Doanh s thanh ton Th thanh ton
ni i (T ng)
2.681 2.841 5.645 8.841 11.945
Tng trng % 6% 49% 36% 35%
Doanh s thanh ton Th ghi n quc
t (Triu USD)
100.2 145.96 200.41 215 291
Tng trng % 31% 27% 6.8% 35%
(Ngun: Tng hp Phng th Techcombank Ni Bi)
Qua bng s liu ta thy, xt v tng th th tnh n cui nm 2014, s lng
thanh ton v s dng th u tng qua cc nm cng vi s gia tng ca s lng th
c pht hnh. Doanh s thanh ton tuy khng ng u qua cc nm nhng s tng
trng ny th hin nhng u im vt tri ca th Techcombank. Khch hng
rt tin tng khi s dng th ATM ca Techcombank. V vy, trc tnh hnh cnh
tranh ngy cng gay gt hin nay, Techcombank cn c nhiu bin php v chng
trnh u i, th hin s quan tm n khch hng hn na.
3.2 Kt qu nh gi s hi lng ca khch hng s dng th ATM ca Ngn
hng TMCP K Thng Vit Nam Chi nhnh Ni Bi
3.2.1 Thng k m t mu nghin cu
Nh trnh by cc phn trn, c 369 phiu hp l c s dng lm d liu
cho cc ni dung cn phn tch tip theo. Kt qu tng hp thng tin c nhn cc khch
hng c m t nh sau:
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50
V gii tnh:
Gii tnh Tn s (Ngi) T l (%) % tch ly (%)
Nam 157 42.5 42.5
N 212 57.5 100.0
Tng cng 369 100.0
Bng 3.4: Thng tin mu v gii tnh
Nh vy, c tng cng 157 khch hng nam chim t l 42.5% v khch hng
n l 212 ngi, chim t l 57.5 % trn tng s 369 khch hng c kho st. T kt
qu trn, cho thy c cu gii tnh ca khch hng s dng th ATM ca Techcombank
Ni Bi pht hnh l tng i chnh lch. S lng khch hng n nhiu hn 15% so
vi khch hng nam.
V tui:
tui Tn s (Ngi) T l (%) % tch ly (%)
T 18 30 114 30.9 30.9
T 31 40 125 33.9 64.8
T 41 50 86 23.3 88.1
T 51 60 44 11.9 100
Tng cng 369 100.0
Bng 3.5: Thng tin mu v tui
T bng trn, chng ta thy khch hng thuc nhm tui t 18 30 v t 31
40 chim t trng nhiu nht, t l % tch ly thuc 2 nhm tui ny l 64.8 %, t trng
nhm khch hng c tui t 31 40 cao hn mt cht so vi nhm khch hng c
tui t 18
