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CHT LNG DCH V CA NGN HNG V S HI LNG CA KHCH HNG TI NGN HNG TMCP NGOI THNG VIT NAM CHI NHNH H CH MINH

CHT LNG DCH V CA NGN HNG V S HI LNG CA KHCH HNG TI NGN HNG TMCP NGOI THNG VIT NAM CHI NHNH H CH MINH

Trng i hc kinh t thnh ph h ch minh CHT LNG DCH V CA NGN HNG V S HI LNG CA KHCH HNG TI NGN HNG TMCP NGOI THNG VIT NAM CHI NHNH H CH MINHTiu lun mn phng php nghin cu khoa hc

Nhm 03Cao Thi NguynV Minh ChuHunh Tn GiuL Th M NhnNguyn Th ThmMai Huy HongNguyn Thu ThyThng 11/2013

CHT LNG DCH V CA NGN HNG V S HI LNG CA KHCH HNG TI NGN HNG TMCP NGOI THNG VIT NAM CHI NHNH H CH MINH- TNG QUANt vn nghin cuNm 2013, ngnh Ngn hng phi i mt vi vn tng trng tn dng thp v t l n xu cao, r rng cc ngn hng Vit Nam ang phi gng mnh hot ng trong mt mi trng y kh khn v thch thc. Qua bc tranh ca ngnh Ngn hng trong bi cnh hin nay, cng cho thy r hn s cnh tranh v cng gay gt gia cc Ngn hng hin nay. Do , mt yu cu ht sc cp bch cho cc ngn hng hin nay l phi c chin lc nng cao cht lng dch v ca mnh tha mn khch hng tt hn i th cnh tranh. V th, ti ny c thc hin nhm tm hiu cc thnh phn cht lng dch v ca ngn hng, xy dng v kim nh m hnh v mi quan h gia cht lng dch v v s hi lng ca khch hng ti Vietcombank Chi nhnh H Ch MinhMc tiu nghin cu o lng cht lng dch v ca Vietcombank Chi nhnh H Ch Minh o lng s hi lng ca khch hng s dng dch v ti Vietcombank Chi nhnh H Ch Minh Xy dng thang o v s hi lng . Nghin cu xc nh mc nh hng ca cht lng dch v n s hi lng ca khch hng Xc nh mi quan h gia s cht lng dch v v s hi lng ca khch hng Xy dng cc mi quan h gia cc bin trn vi nhauCu hi nghin cu Cht lng dch v ca ngn hng nh hng n s hi lng ca khch hng nh th no? S tha mn ca khch hng nh hng nh th no n lng trung thnh Cc thnh phn no tc ng n s tha mn ca khch hng i tng nghin cu, i tng kho st i tng nghin cu: Mi quan h gia cht lng dch v v s hi lng ca khch hng khi s dng dch v ca Vietcombank Chi nhnh H Ch Minh. i tng kho st: Mt s khch hng c nhn v doanh nghip s dng dch v ngn hng ca Vietcombank Chi nhnh H Ch Minh. Phm vi nghin cu: Cc khch hng ca Vietcombank Chi nhnh H Ch Minh ti Thnh ph H Ch Minh

- C S L LUN V M HNH NGHIN CU C s l thuytKhi nimKhi nim v dch v ngn hng:Cho n nay nc ta vn cha c mt khi nim no c nu c th v dch v ngn hng. C khng t khi nim cho rng dch v ngn hng khng thuc phm vi kinh doanh tin t v cc nghip v ngn hng theo chc nng ca mt trung gian ti chnh (huy ng tin gi v cho vay) , ch nhng hot ng ngn hng khng thuc ni dung ni trn mi gi l dch v ngn hng nh dch v chuyn tin, thu h y thc, mua bn h, mi gii chng khon, Mt s khc li cho rng tt c hot ng ngn hng phc v cho c nhn v doanh nghip u l dch v ngn hng. Nh vy dch v ngn hng c hiu theo hai ngha:Theo ngha rng, lnh vc dch v ngn hng l ton b cc hot ng tin t, tn dng, thoanh ton, ngoi hi, ca h thng ngn hng i vi khch hng c nhn v doanh nghip. Quan nim ny c s dng xem xt lnh vc dch v ngn hng trong c cu nn kinh t quc dn ca mt quc gia. Quan im ny ph hp vi cch phn ngnh dch v ngn hng trong lnh vc dch v ti chnh ca WTO v ca hip nh thng mi Vit nam Hoa k, cng nh ca nhiu nc pht trin trn th gii.Theo ngha hp, dch v ngn hng bao gm nhng hot ng ngoi chc nng truyn thng ca nh ch ti chnh trung gian (huy ng vn v cho vay). Quan nim ny ch s dng trong phm vi hp, khi xem xt hot ng ca mt ngn hng c th xem xt cc dch v mi, pht trin nh th no, c cu ra sao trong hot ng ca mnhKhi ni n lnh vc dch v ngn hng i vi nn kinh t, cc nc u quan nim dch v theo ngha rng. Trn thc t mt ngn hng bn l c nhiu dch v khc nhau cho c nhn v doanh nghip, dch v ngn hng cng hin i v khng c gii hn khi nn kinh t pht trin, x hi ngy cng vn minh, nhu cu con ngi ngy cng cao v a dng.Khi nim v cht lng dch v:Cht lng dch v c nh ngha bng nhiu cch khc nhau ty thuc vo i tng nghin cu v mi trng nghin cu. Cht lng dch v l mc m mt dch v p ng c nhu cu v s mong i ca khch hng (Lewis & Mitchell, 1990; Asubonteng & ctg; 1996; Wisniewski & Donnelly, 1996). Evardsson, Thomsson & Ovretveit (1994) cho rng cht lng dch v p ng c s mong i ca khch hng v lm tha mn nhu cu ca h. Theo Parasuraman & ctg (1985; 1988), cht lng dch v l khong cch gia s mong i ca khch hng v nhn thc ca h khi s dng qua dch v.Khi nim v s hi lng ca khch hng:C nhiu quan im khc nhau v s hi lng ca khch hng. Hi lng ca khch hng c xem l s so snh gia mong i trc v sau khi mua mt sn phm hay dch v. Bachelet (1995) nh ngha s tha mn ca khch hng l mt phn ng mang tnh cm xc ca khch hng sau khi s dng mt sn phm hay dch v. Theo Kurtz & Clow (1998) s tha mn ca khch hng l trng thi ca h khi cm nhn v cht lng sn phm dch v so vi k vng. Theo Philip Kotler, s tha mn- hi lng ca khch hng (customer satisfaction) l mc ca 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, nu kt qu thc t thp hn k vng th khch hng khng hi lng, nu kt qu thc t tng xng vi k vng th khch hng s hi lng, nu kt qu thc t cao hn k vng th khch hng rt hi lng. Mi lin h gia cht lng dch v v s hi lng S hi lng v cht lng dch v l hai khi nim phn bit nhng c quan h gn gi vi nhau. Cht lng dch v mang tnh khch quan. Nhn thc, nh gi, trong khi s hi lng l s kt hp ca cc thnh phn mang tnh cht ch quan, da vo cm gic, cm xc. S hi lng ca khch hng l mt khi nim tng qut ni ln s hi lng ca h khi tiu dng dch v cn ni n cht lng dch v l quan tm n cc thnh phn c th ca dch v.Quan h gia cht lng dch v v s hi lng vn cn c nhiu kin khc nhau, s hi lng la tin t ca cht lng dch v hay ngc li. Mt s nh nghin cu ng h quan im s hi lng dn n cht lng dch v, coi cht lng dch v nh l s lng gi tng qut trong di hn, trong khi s hi lng l s nh gi chuyn bit qua giao dch. Cc nh nghin cu khc li khuyn co rng cht lng dch v l tin t ca s hi lng khch hng v s hi lng ca khch hng c nh hng n s mua hng.M hnh nghin cuMt s m hnh m hnh o lng s tha mn ca khch hng trong dch v:Riadh Ladhari, Ines Ladhari, Miguel Morales, " Cht lng dch v ngn hng: so snh nhn thc ca khch hng Canada v Tunisia", Emerald 29, (2011)M hnh chnh: s dng trong nm bin tim n(tng ng vi 22 bin quan st) ca thang o SERVQUAL. D liu c phn tch bng phn tch nhn t khng nh, ANOVA v hi quy tuyn tnh (ANOVA c thc hin nh gi liu c s khc bit ngha thng k gia nhn thc ca khch hng ngn hng ca Canada v khch hng ngn hng Tunisia trong nm kch thc SERVQUAL)(1) "cc yu t hu hnh " (tangibles): xut hin ca thit b, c s vt cht v nhn s(2) " tin cy " (reliability): kh nng thc hin cc dch v ha hn chnh xc v cy(3) " p ng " (responsiveness): sn sng gip khch hng v cung cp dch v nhanh chng (4) " bo m " (assurance): nhn vin lch s v hiu bit nhng ngi c th truyn cm hng cho s t tin v tin tng(5) " ng cm" (empathy): s ch c nhn v chm scMc tiu nghin cu:1- So snh cht lng dch v ngn hng qua cm nhn ca ngi s dng dch v Tunisia v Canada.2- Kim tra tc ng ca 5 khi nim nghin cu trn n s hi lng ca khch hng tng th v lng trung thnh .Cu hi nghin cuRQ1 . C s khc bit gia cc cp cht lng dch v cm nhn ca Tunisia so vi Canada khch hng ngn hng ?RQ2 . M kch thc ca cht lng dch v ng gp nhiu nht cho s hi lng tng th v lng trung thnh trong bi cnh ngn hng Tunisia v Canada ?BNG CU HI KHO ST1. Ngn hng XYZ c thit b hin i tm kim2 . C s vt cht ca ngn hng XYZ c trc quan hp dn3 . Nhn vin ngn hng XYZ l gn gng - xut hin4 . Ti liu lin quan n dch v ( chng hn nh t ri hoc bo co ) c trc quan hp dn ti ngn hng XYZ5 . Khi ngn hng XYZ ha hn s lm mt ci g bi mt s thi gian, n lm nh vy6 . Khi bn c mt vn , ngn hng XYZ cho thy mt chn thnh quan tm gii quyt n7 . Ngn hng XYZ thc hin cc dch v ngay ln u tin8 . Ngn hng XYZ cung cp dch v ca mnh ti thi im ha hn s lm nh vy9 . Ngn hng XYZ khng nh v h s c sai st10 . Nhn vin ca ngn hng XYZ cho bn bit chnh xc khi no dch v s c thc hin11. Nhn vin ca ngn hng XYZ cung cp cho bn dch v nhanh chng12. Nhn vin ca ngn hng XYZ l lun lun sn sng gip bn13. Nhn vin ca ngn hng XYZ khng bao gi qu bn rn p ng yu cu ca bn14. Hnh vi ca nhn vin ca ngn hng XYZ thm nhun s t tin trong khch hng15 . Bn cm thy an ton trong cc giao dch ca bn vi ngn hng XYZ16 . Nhn vin ca ngn hng XYZ l lun lch s vi bn17. Nhn vin ca ngn hng XYZ c kin thc tr li ca bn cu hi18 . Ngn hng XYZ mang n cho bn s ch c nhn19 - gi ngn hng XYZ hot ng thun tin cho tt c ca n khch hng20 . Ngn hng XYZ c nhn vin cung cp cho bn s ch c nhn21 . Ngn hng XYZ c li ch tt nht ca bn tim22 . Nhn vin ca ngn hng XYZ hiu nhu cu c th ca bnu im:N vn l dng c o lng c s dng rng ri nht trong cc ti liu cht lng dch v ; v e quy m c nh gi l mt cng c hu ch hn quy m thay th (hu ht trong s c da trn m hnh SERVQUAL).Khuyt im:Hn ch quan trng nht ca nghin cu ny l vic s dng mt mu thun tin . Kt qu c th do khng i din cho nhn thc ca ton b dn s ca khch hng ngn hng Canada v Tunisia. Nghin cu tng lai trong lnh vc ny c th gii quyt vn ny bng cch s dng cc mu i din v ln hn. Nghin cu trong tng lai nn c nhn rng cc nc khc , c bit l nhng ngi c mi trng vn ha , x hi v kinh t khc nhauBabakus, E. v Boller, GW (1992), nh gi thc nghim qui m Servqual, Tp ch nghin cu kinh doanh, vol 24, trang 253-68M hnh nghin cu: M hnh SEVERAL, m hnh nghin cu l thuytCc khi nim nghin cu(1) Tin cy (reliability): th hin kh nng thc hin dch v ph hp v ng hn ngay ln u. (2) p ng (responsiveness): th hin s sn lng ca nhn vin phc v nhm cung cp dch v kp thi cho khch hng. (3) Nng lc phc v (assurance): th hin trnh chuyn mn v cung cch phc v lch s, nim n vi khch hng. (4) ng cm (empathy): th hin s quan tm chm sc n tng c nhn khch hng. (5) Phng tin hu hnh (tangibles): th hin qua ngoi hnh, trang phc ca nhn vin phc v, cc trang thit b thc hin dch v xc nh k vng ca khch hng i vi dch v ngn hng xc nh cm nhn ca khch hng i vi vic thc hin dch v ngn hngu im:- l mt dng c o lng cht lng dch v tin cy v chnh xc- kh ton din- c ng nhiu cc lnh vc khacNhc im:- bn cu hi di, khi nim s k vng cng kh m h i vi ngi tr li- s dng thang o SERVQUAL c th nh hng ti cht lng d liu thu thp, dn n gim tin cy v tnh khng n nh ca cc bin quan st. xut m hnh nghin cuCht lng dch v ngn hng p dng theo m hnh SERVQUAL gm nm thnh phn: tin cy, p ng, nng lc phc v, ng cm v phng tin hu hnh.Ngoi ra, theo phn tch mi quan h gia cht lng dch v v s hi lng ca khch hng, nghin cu ny ngh m hnh nghin cu l thuyt v cht lng dch v ngn hng v s hi lng ca khch hng nh sau:

Gi thuyt nghin cu: H1: Thnh phn tin cy c khch hng nh gi cng nhiu th s tha mn ca khch hng cng cao v ngc li. Hay ni cch khc thnh phn tin cy v s tha mn ca khch hng c mi quan h cng chiu. H2: Thnh phn dp ng v s tha mnh ca khch hng c mi quan h cng chiu H3: Thnh phn nng lc phc v v s tha mn ca khch hng c mi quan h cng chiu H4: Thnh phn nng lc phc v v s tha mn ca khch hng c mi quan h cng chiu H5: Thnh phn phng tin hu hnh v s tha mn ca khch hng c mi quan h cng chiu.Cc thang o:S dng thang o Thang o Likert 5 mc c s dng (1 Hon ton khng ng ; 2 Khng ng ; 3 Khng c kin; 4 ng ; 5 Hon ton ng ) thit k bng cu hi kho st.Thang o Cht lng dch v ngn hngThang o cht lng dch v ngn hng m phng theo m hnh SERVQUAL gm c 31 bin quan st o lng 5 thnh phn cht lng dch v, trong : (1) Thnh phn tin cy gm 6 bin quan st; (2) Thnh phn p ng gm 9 bin quan st; (3) Thnh phn nng lc phc v gm 7 bin quan st; (4) Thnh phn ng cm gm 5 bin quan st; (5) thnh phn Phng tin hu hnh gm 4 bin quan st. C th nh sau:

Thnh phnNhng thuc tnh cht lng dch v

Thnh phn Tin Cy1. Ngn hng lun cung cp dch v ng nh nhng g cam kt

2. Cung cp cc dch v ng thi im m ngn hng ha

3. Ngn hng thc hin dch v cho khch hng ng ngay t ln u tin

4. Ngn hng gii quyt tha ng thc mc/ khiu ni ca khch hng

5. Ngn hng lun thc hin chnh xc cc giao dch, khng xy ra sai st

6. Ngn hng bo mt thng tin ca khch hng

Thnh phn p ng7. H s, th tc giao dch ca ngn hng n gin, r rng, d hiu

8. Thi gian v a im giao dch thun tin cho khch hng

9. Ngn hng c mc ph dch v ph hp

10. Ngn hng c mc li sut cnh tranh

11. Ngn hng c sn phm a dng, p ng nhu cu ca khch hng

12. Ngn hng cung cp dch v n khch hng mt cch nhanh chng

13. Nhn vin cho khch hng bit khi no dch v s c thc hin

14. Nhn vin lun sn lng gip khch hng

15. Nhn vin khng bao gi qu bn n ni khng th p ng yu cu ca khch hng

Thnh phn Nng Lc Phc V16. Danh ting ca ngn hng trong kh nng phc v

17. Nhn vin to c s tin cy vi khch hng

18. Khch hng cm thy an ton khi s dng dch v ca ngn hng

19. Nhn vin lun t ra lch s, thn thin v nim n vi khch hng

20. Nhn vin c kin thc chuyn mn tr li cc cu hi ca khch hng

21. Nhn vin x l giao dch nhanh, thnh tho v chuyn nghip

22. Hot ng ca my ATM, my c th tn dng quc t,hot ng n nh

Thnh phn ng Cm23. Ngn hng c cc chng trnh th hin s quan tm n khch hng

24. Tng nhn vin th hin s quan tm n c nhn khch hng

25. Nhn vin ly li ch ca khch hng lm iu tm nim

26. Nhn vin hiu r nhu cu c th ca khch hng

27. Nhn vin phc v khch hng chu o trong gi cao im

Thnh phn Phng tinHuHnh28. Ngn hng c trang thit b hin i

29. C s vt cht ca ngn hng khang trang, tin nghi; trang web ca ngn hng trng chuyn nghip.

30. Nhn vin c trang phc c th cho Ngn hng

31. Ti liu, hnh nh gii thiu v dch v ngn hng p mt v y

BNG CU HI PHNG VNXin cho Anh / Ch. Chng ti l nhm nghin cu thuc Trng i Hc Kinh T Thnh ph H Ch Minh. Chng ti ang thc hin mt s nghin cu v cht lng dch v ca cc ngn hng thng mi trn a bn Thnh ph H Ch Minh vi mc ch phc v cho ging dy v nghin cu khoa hc, khng c mc ch kinh doanh. Rt mong anh / ch dnh cht thi gian tr li gip chng ti mt s cu hi sau y. Khi tr li bng cu hi ny, khng c quan im, thi no l ng hay sai, m tt c u l nhng thng tin hu ch. Chn thnh cm n s hp tc ca anh/ch.

Phn 1: kin ca khch hngTop of Form 1. Xin cho bit Anh / Ch ang s dng dch v ti Ngn hng thng mi no ti TP HCM Agribank Vietcombank BIDV Sacombank Khc

2. Xin cho bit mc ng ca anh / ch i vi cc pht biu sau y v CHT LNG DCH V ti ngn hng TMCP Ngoi thng Vit Nam Chi Nhnh H Ch Minh bng cch nh du X vo thch hp theo qui tc: (1) Hon ton khng ng (2) Tng i khng ng (3) Khng ng cng khng phn i (4) Tng i ng (5) Hon ton ng STTPht biu12345

1Ngn hng c trang thit b hin i

2C s vt cht ca ngn hng khang trang, tin nghi; trang web ca ngn hng trng chuyn nghip.

3Nhn vin c trang phc c th cho Ngn hng

4Ti liu, hnh nh gii thiu v dch v ngn hng p mt v y

5Nhn vin ly li ch ca khch hng lm iu tm nim

6Nhn vin hiu r nhu cu c th ca khch hng

7Nhn vin phc v khch hng chu o trong gi cao im

8Ngn hng c cc chng trnh th hin s quan tm n khch hng

9Tng nhn vin th hin s quan tm n c nhn khch hng

10Danh ting ca ngn hng trong kh nng phc v

11Nhn vin to c s tin cy vi khch hng

12Khch hng cm thy an ton khi s dng dch v ca ngn hng

13Nhn vin x l giao dch nhanh, thnh tho v chuyn nghip

14Hot ng ca my ATM, my c th tn dng quc t,hot ng n nh

15Nhn vin lun t ra lch s, thn thin v nim n vi khch hng

16Nhn vin c kin thc chuyn mn tr li cc cu hi ca khch hng

17H s, th tc giao dch ca ngn hng n gin, r rng, d hiu

18Thi gian v a im giao dch thun tin cho khch hng

21Ngn hng c mc ph dch v ph hp

20Ngn hng c mc li sut cnh tranh

21Ngn hng c sn phm a dng, p ng nhu cu ca khch hng

22Ngn hng lun cung cp dch v ng nh nhng g cam kt

23Cung cp cc dch v ng thi im m ngn hng ha

24Ngn hng thc hin dch v cho khch hng ng ngay t ln u tin

25Ngn hng gii quyt tha ng thc mc/ khiu ni ca khch hng

26Ngn hng lun thc hin chnh xc cc giao dch, khng xy ra sai st

27Ngn hng bo mt thng tin ca khch hng

28Ngn hng cung cp dch v n khch hng mt cch nhanh chng

29Nhn vin cho khch hng bit khi no dch v s c thc hin

30Nhn vin lun sn lng gip khch hng

31Nhn vin khng bao gi qu bn n ni khng th p ng yu cu ca khch hng

3. kin khc v cht lng dch v ngn hng thng mi:Phn 2: Mt s thng tin khcCu 1: Xin vui lng cho bit Anh/ Ch thuc nhm tui no sau y: 18-24 25-31 32-3839-45>45Cu 2: Xin vui lng cho bit gii tnh ca Anh/ Ch: Nam N Cu 3: Xin vui lng cho bit ngh nghip ca Anh/Ch: .................................... Cu 4: Xin anh ch cho bit thu nhp hng thng ca anh ch: < 3 triu 3-5 triu 5-8 triu>8 triu Chn thnh cm n Anh/ Ch dnh thi gian tr li bng kho st kin ny. Knh chc Anh/ch v gia quyn di do sc kho v t nhiu thnh cng trong cng vic cng nh trong cuc sng.

MC LCCHNG 1 - TNG QUAN11.1 t vn nghin cu11.2 Mc tiu nghin cu11.3 Cu hi nghin cu11.4 i tng nghin cu, i tng kho st2CHNG 2 - C S L LUN V M HNH NGHIN CU32.1 C s l thuyt32.1.1 Khi nim32.1.2 Mi lin h gia cht lng dch v v s hi lng42.2 M hnh nghin cu52.2.1 Mt s m hnh m hnh o lng s tha mn ca khch hng trong dch v:52.2.2 xut m hnh nghin cu82.2.3 Gi thuyt nghin cu:92.2.4 Cc thang o:92.2.5 Thang o Cht lng dch v ngn hng9BNG CU HI PHNG VN11

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