Tài liệu _ chất lượng dịch vụ, sự hài lòng và lòng trung th

OUAN TRI KINH DOANH CHAT LUONG D|CH VU, SU HAI LONG VA LONG TRUNG THANH QUA KHACH HANG: AP DUNG CHO TH| T R U O N G THE VI^T NAM Nguyeh Th| Mai Anh Trudng Qai Hpc Bach Khoa Ha Npi Email: [email protected] Ngd Phuc Hanh Trudng Dal Hpc PhUdng Bong Email: [email protected] Ngaynh$n 10/12/2013 Ngaynhanlai 13/01/2013 Ma sd: 64+65.2BAdm.22 ••y^^ien cOu tap trung vao moi quan hd gida sU hai Idng va Idng trung thanh dii vdi thi trudng i.^ / thi dtfdi gdc nhin cua khach hang Muc tieu cOa nghien cdu bao gom do IUdng va kham pha mil quan h$ gida chat ItfOng dich vu. stf hai Idng va Idng trung thanh cda khaeh hang dd'i vdi dich vq the d cdc ngan hang d Vidt Nam Md hinh nghien cOu duac de xuit tren eg sd tdng hgp ly thuyet trong linh VUc nay Tac gia da tie'n hanh dieu tra thu thdp dO lieu vdi tong si khach hang la 176. Kit qua nghien cOu cho thiy cd md'i tae ddng dtfOng eua dd tin cdy. kha nang dap tfng. stf dam bao. stf cam thdng va yiu tdhOu hinh de'n stf hai Idng cua khaeh hang. Mdi quan hd tuyin tinh giQa sU hai Idng va Idng tnjng th^nh cda khdeh hang dd'i vdi thi trudng the cung dugc phat hidn. Nhdng phat hidn nay rit cin thiet cho cac to chtfc cung cap dich vu the nham giOp hg nang cao dUtfc su hai Idng cung nhu Idng trung thanh cua khdeh hang trong iinh vtfc nay. Ttf khoa: Chit lugng dich vu, stf hai Idng cua khaeh hang, Idng trung thanh cda khach hang 1. Gidi thi^u chung ke. Vao ndm 2006, chi cd vai ngan hang tham gia Nhd nhQng dieu kien thudn Ipl ve kinh le, luat phat hdnh the. Hidn nay da cd khoang 45 td chUc phap, chfnh tri va tang trudng nhanh ciia dan so da tham gia vao ITnh vyc nay tU nhQng ngan hang Ire, th| trudng t h e d Viet Nam da tdng nhanh trong thuang mai den ngan hang nha nudc va ngdn 5 nam vUa qua Sy tang trudng nhanh khdng hdng nudc ngodi Vi vdy canh tranh trong ITnh vUc nhOng ve mdt so lUdng the phat hanh md cdn ddi ndy ngay cang khdc Net. Cdc to chUc phdt hanh vdi ca gia Ir] Ihanh lodn tU the. Sd lupng cac ngdn the trong va ngoai nudc dang cgnh tranh ngdy hdng hogt ddng trong ITnh vUc nay cung tang dang cang mgnh me, mgng lUdi hogt ddng cua hp dUpc ^ hlina hoc ^ 6 4 + 65/2014 HiirmiBnial 113 ^ QUAN TRj KINH DOANH md rpng ra loan qudc Ihay vi chi d vai Ihanh phd suot hdn ba mUdi nam qua va nd la mdt chfl de ldn nhu trudc day. Mot cdu hdi ldn ddt ra cho cac trong ITnh vUc quan tr; va marketing thu hut dygc ngan hang trong nudc la "Cac ngan hang can phai nhieu nha nghien cUu (Martinez, 2009). lam gl de nang cao chat lupng dich vy, sy hai Idng va luu glQ khach hang ciia minh?". Chat lupng djch vy the hidn sy thanh cdng cfla d|ch vu (Parasuraman, 1985). Chat ludng dichvu Nghien cQu ve Idng trung thanh cua khach la sy so sanh giQa mUc dp ky vpng cua khach hang khdng phai la ITnh vyc mdi. Nhieu nghien cUu hang vdl ndng luc dap Ung cdc khia cgnh ph^n trudc day da tap trung vao eac yeu to anh hudng dnh chal lupng d|ch vy. Mpt d|ch vu dupc xem la dah de'n tang ldng trung thanh cua khach hang, cd chat lUdng la khi d|ch vu thda man dupc nhu NhQng yeu to ndy bao gdm chat lUdng dich vy, su cau va ky vpng cua khach hang (Lewis & Mitchell, tin tudng va sy hai ldng cua khach hang cung nhu 1990; Dotchin & Oakland, 1994). Chat IUdng d(cti nhQng rao can khi thay the nha cung cap (Liu va vu cung dUpc khai quat va xem nhu cam giac ddng nghiep., 2011), Trong khi cd nhieu nghien chung cua khach hang ve s y dap Ung day du hay ciiu tap trung vao chat lUdng dich vu va su hai khdng long (Lewis, 1993), thi nghien cUu ve mdi quan he Parasuraman, 1988) ciia dich vu (Zeithaml, Berry v^ glQa chat cha't lUdng dich vu, su hai long va long De duy tri chal lUdng djch vu d mUc chap nhSn trung thanh cua khach hang trong nganh ngan dupc va lien tuc nang cao chat lUdng, cac td chile hang ban le van cdn rat ft (Bloemer va dong cung cap djch vy can phai nd'tyc lien luc va c6 nghiep., 1998), nghien cUu ndy doi vdi thi trudng dmh hudng lau dal (Cronin & Taylor, 1992). the lai cang hiem, Gronroos {1990) da dinh nghTa, chat IUdng djch vu Nghien cUu nay se rd't hOu fch cho nhQng to la sy chenh Idch glQa ky vpng cua khdeh hang ve chUc phat hanh the trong nudc. Nd giup xac djch vu ma khach hang se sCi dyng vd cam nhSn dmh dupc khdng nhOng mUc do hai long va ldng ve dich vy ma thyc te khach hang da nhan dUdc trung thanh ciia chu the ma cdn nhdn dien dUdc (Gronroos, 2 0 0 1 ; Parasuraman, Zeithaml v^ nhQng yeu td cd tac dong mgnh nhat den sy hai Berry, 1988). long vd ldng trung thanh cua khach hang, Tren Tren cd sd tong hpp ly thuyet ve chat lupng cd sd nay, cac ngan hang se dieu chinh chien d|ch vy, mac du cd nhQng chl trich nhat dinh, lUdc marketing ciia ho sao cho cd dUdc nhieu nhung SERVQUAL va SERVPERF la hai m6 hlnh khach hang trung thanh nhat. cd kha nang Ung dyng nhat va nhgn dUdc nhieu sJ Myc tieu cua nghien cUu la danh gia chat lupng chu y nhat cua cac nha nghien cUu khoa hoc. djch vu, sy hai long va long trung thanh ciia khach Md hinh chat lUpng dich vu - SERVQUAL do hang doi vdi djch vy the d Viet Nam. Nghien cUu cung cdc nha nghien cUu Zeithaml, Parasuraman, va kham pha mdi quan he giQa cac khai mem nghien Berry de xuat vdo nam 1985 vdi 10 yeu to va sau cUu nay, giup cho cac nhd quan tri trong nganh ngan dd vao nam 1988, Zeithaml, Parasuraman, vi hang tang va luu giQ dUdc khach hang cua hp. Berry da rut xuong cdn 5 yeu to. 5 yeu td cfla chS 2. Ca sd ly Ihuyet lupng djch vy bao gdm dp tin cdy, kha nang dSp 2.1. Chal Itfting dich vu Ung, s u d a m bao, s u c a m thdng va cac yeu to tu?" Chd't lupng dich vy va each do lUdng da dUdc -hinh. Md hinh SERVQUAL se do IUdng chat lii^f>3 nhleu nha khoa hpe tranh ludn, nghien cUu trong d|ch vy dya tren su chdnh l^ch giQa ky vpng aia khoa h9G ^ ^ ^ ^ ^ ^ ^ ^ ^ ^ ^ ^ ^ ^ ^ ^ ^ ^ 114 thifdng mpi ^ S o 6 4 + 65/2014 QUAN TRj KINH DOANH hdch hang ddi vdi dich vu vd sy cam nhdn ciia giao djch tUc la su hai long cy the' va su hai Idng ihach hang khi sCl dyng d|ch vy. chung (Bouldmg va ddng nghiep, 1993; Khac vdi nha nghien cUu Parasuraman va Anderson va ddng nghidp, 1994; Johnson, Jdng nghidp cua dng (1985,1988) (tUc la do cha't 2001). NhQng nghien cUu trudc cudi nhQng nam lipng dich vu dua tren sy khac biet giQa ky vong 1990, thi SU hdi long khach hang Id danh gia sau ^a cam nhdn ve d|ch vy), nam 1992, Cronin vd khi mua cua khach hang ddi vdi mdl lan giao dich Taylor da de xuat md hinh SERVPERF do true tiep (mua) cu the' nao dd (Hunt, 1977; Oliver, 1977, ;hat lupng bang sy cam nhdn ciia khach hang ve 1980, 1993). NhQng nghien cUu gan day, md la l|ch vu. Nhieu nha nghien cUu ddng y vdi each sy hdi long la danh gia chung doi vdi nhieu lan iep cdn nay vi cho rang do ky vpng cua khach mua vd sy trai nghiem vdi chat lUdng dich vy iang la chUa hieu qua va khong can Ihiet vi khach trong sudt thdi gian sii dyng (Fornell, 1992; lang thudng cd ky vong cao vd do vgy rat ft khi Johnson va Fornell, 1991; Anderson va dong ;am nhdn ve dich vu cua khach hang cao han so nghiep, 1994; Garbarino va Johnson, 1999, jd\ ky vpng cua hp (McDougal and Levesque, 1994, Babakus vd Boiler, 1992). Trong nghien cUu nay, de' do ludng chat lupng djch vy ddi vdi djch vy the, ldc gia kel hdp sU dyng mo hlnh SERVQUAL gom cd 5 yeu to la yeu to hOu hlnh, dp tin cdy kha ndng d a p ^ n g , sy dam b^o va sy cam thdng vd de do nhOng yeu to nay tac gia do tryc tiep bang sy cam nhdn cua khach fidng ve djch vy Mittal vd ddng nghidp, 1999). Sy hdl Idng chung la chi tieu cd ban ddnh gid hoat ddng cua doanh nghiep trong qua khU, hten tai va tuang lai vd vi vay nd cung la ddng lyc de ddanh nghiep tiep tyc dau tu vdo tang sy hdi Idng cua khach hang (Anderson va ddng nghiep, 1994). Sy hai long chung giup dy doan du dmh mua vd hdnh vi ciia khach hang tdt hon (Olsen va Johnson. 2003). Trong nghien cUu nay, lac gia se do ludng sy 2.2. Stf hai long cua Miach hang hai Idng ciia khach hang theo sy hdl ldng chung vi Triet ly cua khoa hpc quan ly hien dgi lay sy tac gia mudn khdm pha mdl quan he giQa chat hai Idng ciia khach hdng Idm tieu chud'n cd ban IUdng d|ch vu, su hdi ldng va ldng trung thanh ddi vd cung la tieu chuan phan dd'u cho hogt ddng vdl th! trudng the chU khdng phai la mdt giao djch cua cdc id chQc (Gerson, 1993). Sy hai long cua cy the' ndo. khdeh hdng Id yeu td cot Idi de' xdy dyng moi 2.3. Ldng trung thanh cda khach hang quan h§ lau dai vdi khach hang {Patterson vd Ldng trung thanh cua khach hang dd dupc ddng nghiep, 1997) vd do vgy ma cac to chQc nghien cUu tU hdn nam mUdI ndm qua, Khai niem c3n phai biet each de' thda man khach hang va idng trung thanh bad hanh vi. thdi dd va nhdn thUc nhd dd hp mdi tang trudng ben vQng va cd dupc dupc the hien thdng qua "mUc dd mua sam ldp lal, th| phin. Hieu dupc day du khai mgm "sy hai cd thai dd tich cue ddi vdl nha cung cap dich vy vd ldng khdeh hdng" la rat quan trpng doi vdi nhd cdn nhac chi sii dung nha cung cap djch vy ndy nghidn cUu va quan ly. Cdc nha nghien cUu cd nhQng each dinh nghia sy hai Idng khac nhau. Hal hudng nghien cOu vg sy hdl ldng khach hdng kha ndi trdi trong cac nghidn cdu IrUdc ddy dd Id hudng vdo mdi So 6 4 + 65/2014 khi cd nhu cau (Gremler and Brown, 1996). Bdn canh ba yeu td de cap den d Iren, Jones va Sasser (1995) da phdn loai hai loai trung thanh Id trung thdnh ddi han vd trung thdnh ngan han. Khach hang trung thanh ddi han khdng de'thay doi IlllM hQC '^ tltifdng mai 115 QUAN TR| KINH DOANH nha cung cap, trong khi khach hang trung thdnh ma cdn cac nganh d|ch vy khdc (Dick va Basu, ngan han de'thay ddi khi hp cd dUdc chao hang 1994; Lewis, 1993). Nhleu nha nghidn cUu phit hap dah hdn IU nha cung cap khac (Liu va ddng hidn ra tac ddng ciia su hai Idng cua khach h^ng nghiep, 2011). den long trung thanh ciia hp, nhd dd ma mang l^i Nghien cUu nay se tap Irung vao sU hai ldng Ipl nhudn cho doanh nghiep. Moi quan hd nayde dai han vi nhOng khach hang nay se la nhQng dang tim thay trong cac nghien cUu ciia Anderson ngudl mang lal Idl nhudn cho doanh nghiep. Sau va Fornell (1994); Gummesson (1993); Heskettva khi tdng hop ly thuyet ldng trung thanh cua khach ddng nghidp (1990); Hesketl va ddng nghiap hang doi vdi dich vu the dUpc do ludng nhu sau: (1994); Reicheld vd Sasser (1990); Rust, va ddng - Truyen mieng: ThUdng xuyen khuyen khich nghiep (1995); Schneider va Bowen (1995); nhQng ngudl khac sQ dyng djch vy the hode ndi Storbacka va ddng nghiep (1994); va Zeithaml vii nhQng dieu tich cyc ve td chUc phat hanh the. ddng nghiep (1990). - Mua sam lap lai: thudng xuyen sU dyng the va se tiep tuc sU dyng trong Idu dai, Vi vdy, 3 khai niem nghien cQu ve chal lUOng dich vu, su hai long va Idng trung thdnh cua khach - Nhdn IhUc: NghT ve i d chUc ma minh dang sQ hang la cd mol quan he vdi nhau va thU ty mot quan he nay la: chat lupng djch vy va sy hdi ldng dung dau tien khi md mdl the mdi 2.4 Mdl quan h$ giOa chat Itftfng dich vu. stf hai cua khach hang va long trung thanh ctia khach hang, Nghien cUu se tdp trung vao moi quan he long va Idng trung thanh cua khach hang Ngay cang cd su nhd't trf ve mdi quan hd giOa chat lupng dich vu vd sU hdl long cua khach hang nay ddi vdl djch vy the d Viet Nam. 3. Mo hlnh nghien cdu va gia thuyel vd cac nghien cUu deu cho rang chat iUdng dich 3.1 Mo hlnh nghien cOu vu tac ddng den sy hai long cua khach hang (e.g., Tren cd sd long hdp ly Ihuyet trong ITnh viJc Anderson va nay tac gia da de xud't md hinh nghien cUu diidi Suprenant, 1982; Cronin va Taylor, 1992; Fornell, vd Sullivan, 1993; Churchill ddy. Md hinh lap trung kham pha mdl quan h? 1992; Oliver vd DeSarbo, 1988) CJ cap doanh glQa chat lupng dich vu, sU hdi Idng va ldng trung nghiep, Anderson va dong nghiep (1994) cQng thanh cua khach hang doi vdl d|ch vu the cua Vi^t phat hien ra moi quan he tuyen tfnh dUdng giQa Nam. Mo hinh dupc trinh bay trong hinh 2.1. chat lupng djch vy va sy hai long cua khach hdng. Md hinh bieu dieh 2 nhdm quan h§ ciia Cdc nghien cUu gan day cua Taylor va Baker nghien cUu. TrUdc lien, lac gia se tdp trung kham (1994), Levesque va McDougal (1996), Johnston pha mdi quan he giQa tac dpng 5 yeu Id cua chai (1997), Jamal va Naser (2002), Ndubisi (2006) lupng dich vu dya tren md hinh SERVQUAL den cung nhd'n manh vao md'i quan he giQa chat IUdng su hai ldng ciia khach hang. Va thU hai, la mol djch vu va sy hai long ciia khach hang. quan he glQa su hai long den long trung thinh Mdi quan he giQa sy hai long va long trung Clia khach hang. thdnh cua khach hang cQng dUdc phdt hien trong 3.2 Gia thuyei nghien cQu ciia Bloemer vd ddng nghiep (1998). Hal nhdm gia thuyet dUdc de xuat dya tren cO Ldng trung thdnh, chat luong dich vu va su hai sd Clia md hinh nghien cUu. Nhdm gia Ihuyet thil Idng cua khach hang la nhQng chii de dUdc nghien nhal ve cdc yeu t d khac nhau cua chal lUpng cUu nhieu khdng nhiJng trong ITnh vyc ngan hang djch vy va su hai Idng chung ctia khdeh hang- htioa hoc ^ ^ = ^ ^ ^ ^ , ^ , ^ ^ ^ = _ _ ^ _ 116 thifdng'mal So 64 + 65/2014 QUAN TR| KINH DOANH Kha m'ing clapiins Cac yeu to liiTii liinh Hlnh 2-1 Md hinh nghien ctfu Nghien cUu gia thuyel la mdl yeu td ciia chat hpc de dung thu thap dQ lieu cho nghidn cUu lupng d|ch vy cd tac ddng dUdng dd'i vdi su hdi Trudc tien, tac gia td'ng hdp ly thuye't cua nhQng Idng Clia khach hang. Nhdm gia thuyet thU 2 nha nghien cUu trudc ddy ve ndm yeu to cua chat ki^m dmh moi quan he giOa su hai Idng va long lupng d|ch vu, sy hai long vd long trung thdnh cua trung thanh cua khach hang. Chi tiel cae gia khach hdng de' nhdn dien cdc va'n de cQng nhu thuyel dupc trinh bdy dudi ddy: Gia thuyet 1: Bd tin cdy eda dieh vu eang cao, kh^ch hdf^g eang hai Idng. Gia ihuyet 2: Kha nang dap dng dich vu cang tit, khdeh hdng cang hai Idng. Cia thuye't 3: Su cam thdng cua ngudi cung dp did} vy cdng cao thi khach hang cang hai Idng Gia thuyet 4 Dich vu cang dam bao khach hiing eang hai Idng. Gia thuyit 5: Khaeh hang eang hai Idng vdi cac thie't ke phieu dieu tra. Sau khi tien hdnh dieu tra thli, tac gia da hoan thidn dupc phieu dieu tra. Phie'u dieu tra nay dupc sU dung de' thu thgp dQ lieu dieu tra cho nghien cQu. cac bien trong phieu dieu tra dUdc do ludng bang thang ddng y 5 cap vdi 1 la hoan toan phan ddi" va 5 la "hoan toan ddng y". Phieu dieu tra gdm 2 phan. Phan 1 dupc thiet ke de thu thdp nhQng thdng tin chung ve ngudi dupc hdi, Phan 2 duac thie't ke de thu thdp nhQng khai mdm cua nghien yiu ti hQu hlnh thi mOe dd hai Idng cua khach cUu. Tdng cdng 22 cau hdi dupc sii dyng de thu hing cdng cao. thgp thdng lln do chat lupng djch vy. Tac gia da sii GiS thuye't 6: Khach hang eang hai Idng thi hg cing tmng thanh dung md hinh SERVPERF cua Cronin and Taylor (1992) de' do 5 yeu td cua chat lupng djch vy. Sy 3.3 Phieu dieu tra hai long ciia khach hang dupc dd ludng bdi 3 bien PhlSu digu tra dUdc xdy dung mdt each khoa vd ldng trung Ihanh cua khach hang dudc do bang So 64+ 65/2014 _khQa hQC '^ "thddng mpi 117 QUAN TRj KINH DOANH 4 bien la nhQng bien do thai dp, hanh vi va nhan blnh dat tU 3,15 den 3,49: 2 1 % khach hang phin thUc ve ldng trung thanh (Dick va Basu, 1994; nan rang dudng day ndng (ATM va POS thiel bj Gremler vd Brown, 1996; Kumar va Shah, 2004; dau cudi) khong lam viec 24/7, 22,7% trong sdhp Oliver,1999; Martin et al., 2009). da nghT rang nhan vien ngdn hang da khdng quan 3.4 Thu th$p dd li$u tdm den chii the, 23,9 % trong s d hp khdng dong Tdc gia da ket hpp giQa thu thap dQ lieu bang y rang Nhan vien ngdn hang chu ddo vdi chfl the, buu didn, thu dien tQ va phdng van true tiep. Tong 21,6% trong s d hp cho rang nhan vien ngdn hdng cdng, tac gia da thu dUpc 176 phieu Ira ldi, trong khdng hie'u dUdc nhu cau cua khach hang. NhiJng dd 58 (33%) ngudi tra ldi la nam va 118 (67%) con so nay nhu mpt hdi chuong bao dpng cho cac ngudi tra ldi la nQ. Han 63% ngUdI tra ldi cd dd tuoi ngan hang ve cac hoat dpng lien quan den sycam tu 25 den 45, 33% Id dUdi 25 tud'i. Ket qua dieu tra thdng cua djch vu the ciia hp. cung cho thay hau het nhQng ngUdi tra ldi la cd Cac chu the cung khong danh gia cao cac trinh dd hpc van tuang ddi cao vdl 91,5% cd bang yeu Id hQu hinh, kha nang dap Ung va cac hoat dai hpc hoac cao hdn Ve nghe nghiep thi 47,7% dpng ve dd tin cdy ciia dich vu the. Cac yeut5 la nhdn vien van phdng, 25,6% la sinh vien va hQu hlnh cua dich vu the cung cd nhOng danh 10,2% la can bp nha nudc. NgUdi tra ldi cd thu gia vdi gia tn trung binh tU 3,37 den 3,77, mile nhdp dudi 5 trieu ddng/thang chiem 35,8% trong danh gia nay dUdc danh gia la cao hdn so v6i td'ng so ngudl tra Idl. So ngudl cd thu nhdp thang cac hoat ddng ve sy ddng cam, tiep theo la c^o IQ 5 trieu ddng den 10 trieu dong la 3 8 , 1 % va hoat ddng ve kha ndng dap Ung vdi gia tn trung 22,2% la ngudl cd thu nhap thang tU 10 trieu den binh la tU 3,5 den 3,8 va cdc hoat dpng vd dfi tin 20 tridu ddng. cay vdl mUc gia tri trung blnh tU 3,64 den 3,97. 4. Ket qua nghien cQu Chl 45,5% s d ngudl dupc hdi nghT rang cdc nhSn 4.1 Chai lugng d{ch vu vien ngdn hang la an mdc dep; 55.7% ngJdl Cac khao sat cho thay tat ca cac bien lien dUdc hdl ddng y rang he thdng chap nhdn the quan den chat lUdng djch vu ciia djch vu the tdi hoat ddng tdt nhu da hUa; 48,7% ngUdi dUdchol chfnh Viet Nam chua dUdc ddnh gia cao bdi ddng y rang ngdn hdng Ngan hang tra ldi chinh chu the. Dieu dd cd nghTa la tat ca cac bien cd xac cdc yeu cau cua chu the ket qua dao ddng tU 3,15 (Nhan vien ngan hang That Ihu v| khi thay rang cac yeu to trong chu dao vdi chii the) den 4,04 (Thdng tin ca nhdm sp dam bao da nhdn dupc sU danh giS nhan va giao dich dupc bao mdt). Ta't ca cdc cao nhat tU cac chu the vdi gia lr| trung binh til bien cd gia tn trung binh dUdi 4,0 trU myc 3,6 (Ngdn hdng IhUdng xuyen thdng bao cho "Thdng tin ca nhan va giao dich dUdc bao mat" chu the ve ddc diem va tinh ndng cua the- vdi gid lr| trung binh chi hdl cao hdn so vdl 4,0, ASS) den 4,04 (Thdng tin ca nhdn va giao did) Khoang 1/3 so ngudi tra ldi la "khdng chac dupc bao mdt - AS4). 75% s d ngUdI dUpc hoi chan" ve hau het cac hogt dpng ve chat lUPng ddng y rang thdng lin ca nhan va giao dich ciia dich vy Clia dich vu the khi hp danh gia vdi mUc hp dupc ngdn hang bao mat. Tuy nhien, chi oi die'm trung binh. hdn 50% chii the cam Ihay yen tdm khi diJng Nhdm cac hoat dpng ve' su cam thdng nhdn the trong giao dich, cac nhan vien ngdn hing dUdc ddnh gia thap nhat tU chu the vdi gia In trung lich sy, cae nhan vien ngdn hang cd kien thiic khoa hoc 118 thddng'mal' So 64 + 65/2014 QUAN TRj KINH DOANH Banff 1. Cha'l' lUOng dich vu Cac ho^t i3$ng (*) Gia tn TB Hoan toan ptian ddi va phan <3ai (%) Hoan toan dong y va dong y (%) WOncSv Giao d|ch thanh c6ng 3 69 13.6 62.5 Giao dich duoc ti@n hanh chinh xac 3,97 45 72.7 H? thong chap nh^n the hoat dong tot nhu da hrla 3.64 108 55,7 Ngdn hang thi/c su quan tam de giai quyet cac v^n de cua chO the 3.71 97 60.8 57 4 KhS nang dap Una Dudng day nong hoat dpng 24/7 3 60 13.1 Giao dich dupc tien hanh nhanh chong 3.80 51 648 NgSn hang tra ldi chlnh xac cac y€u cau cua chu the Nhin vien cua ngan hang san sang giup dd chCi the 3.50 13 1 48 7 3.69 9.1 57.4 He thdnq chap nhan the hoat donq 24/7 Dilm giao dich IhuSn ti^n va gid hoat dong hdp iy 3 31 3.49 21 13.6 43 1 50 Nhan vien ng§n hang quan tam den tUng chii the 3 22 22 7 38 1 Nhan vien ngan hang chu dao vdi chu the 3 15 23 9 36 9 Nhan vien ngan hang hieu nhu cau ciJa chu the 3.20 21 6 36 4 3.79 8 61 9 3.80 57 61 4 3 67 8.5 58 5 4 04 28 75 3 60 11.9 53 5 SU cam thong SU ddm tiao Chij thS cSm thS^y ygn t i m \d\\ dung th^ trong giao dich NhSn vien l|ch sM Nhan vign cd kien IhUc de tra 161 cac cau hoi clia chu the Thdng tin ca nhan va giao dich dugc bao mat Ngan hang thudng xuyen thong bao chp chu the ve dSc dilm va tinh nanq cua the CdcyfiutohQuhlnh ThS thiet ke dep 3.40 14.2 46 6 Thd dupc chap nhan r^ng rai 3 72 8.5 58.5 H$ thdng chSip nh$n the hipn dai va de'ddng 3.77 6.8 63 0 Nhan viln ngan hang an m$c dep 3 37 16.5 45-5 C) DiSm sdcao nhat ia 5 85 64 + 65/2014 'tliifdng mai n a QUAN TR| KINH DOANH de' tra Idi cau hdl cua hp va ngan hang thudng trong Bang 2. Ba chi so da dUpc sCf dung de do xuyen thdng bdo cho chu the ve dac diem cdc ludng sy hai Idng cua khach hang nhu d Thyy tinh ndng ciia the. Bie'n, My va Na Uy dd la sU hai Idng, thyc hidn NhQng ket qua nghien cUu neu tren cho thay cung cap dich vy y tudng cua khach hang va thyc cac chij the da khong dua ra nhQng danh gid hien vudt qua mong ddi (MD Johnson et al., 2001). tfch cue den chat IUdng d|ch vu the tai chfnh. Kel qua cho thay cac chii the khong hai Idng vdl Dieu nay cd the hieu, vi Ihi trudng the tai chfnh cac djch vu dupc cung cap bdi to chUc phat hanh Viet Nam den nay van cdn rat mdi, chii the sii the ciia Viet Nam. dyng the chu yeu de' rut tien mat tU cac may CQng trong nghien cUu nay, cac chi so hai Idng ATM do ngudi Viet Nam da cd thdi quen sau sac Clia khach hang da cd gia Iri trung blnh dao dflng trong viec sCl dung tien mat, s d lUpng may ATM tu 2,84 den 3,52 vdl ty Id thap ve mUc dp thda man va thiet h\ dau cudi POS den nay van cdn rat (tat ca deu dudI 45%). Oieu nay cung tUdng dUdng han che neu so sdnh vdi so lUdng the dang luu vdi mUc danh gia ve cha't lupng ciia cac d|ch vu thdng va thudng eung khdng lam viec dung the neu tren. Khi su hai long nhin chung la khdng chUc ndng do thieu dau l u va kien thUc quan ly, cao (chi cd 41,2 % so ngUdi dUdc hdi hdi Idng vdi kinh nghiem tQ cac ngdn hdng. Bang 1 trinh bay dich vy), cd the' de'dang de' hieu rang 39,2% so chi tiet ket qua nghien cUu cac bien ciia chat ngudi dupc hdi khdng nghT rang su thyc hien cfla ludng djch vu viec phat hanh vUpt qua mong dpi cua hp. Ket qua 4.2 Stf hai long khach va long trung thanh cua cung chUng minh rang Ihi trudng the Viet Nam den nay van cdn d gial dogn non tre khi cdc to chiic hang MUc dp hai long ciia khach hang dUdc dUa ra phat hanh van dang tdp trung vao viec md rdng th| Bang 2 ; Stf hai Idng va Idng trung thanh eua khaeh Cac hoat dpng (*) Gia tri TB Sli hai long cua khach hang Chu the dap dnq vcfi dich vu 3.52 Sl/ thuc hien la co the so sanh duoc vdi viec phat 3 23 hanh Monq doi cua chu the vuot qua su thuc hien 2.84 Long trung thanh cua khach hang Chu the van giQ nguyen the da phat hanh hien 3.96 tai Noi nhiing diem tich CLJc ve the phat hanh hien 3.69 tai vdi nqu6i khac Gidi thieu the hien tai tdi nhOnq nqudi khac 3.59 NghT ve the phat hanh hi$n tai khi can mot 3 51 loai hinh the khac Hoan toan phan dpi va phan doi (%) Hoan toan dong yvad5ngy(%) 9.1 41.2 21.6 38.6 39.2 27.3 5.7 71.6 6.3 56.9 11.9 136 54.0 50.6 C) Oiem cao nhat la 5 khoa hoc 120 thifdng'mal' So 64 + 65/2014 QUAN TRI KINH DOANH ph3n Clia minh va da khdng chu trpng de cai Ihien thudc cd lien quan den mdt bien ddc lap, Trong sy hdi Idng cua khdeh hdng. nghien cUu ndy, ldc gia da lya chon mUc y nghTa Bdn hoat ddng dUdc SLI dung d ^ do ba khfa (gia tn p) Id 0,05. cgnh cfla long Irung thanh la thai dd , hdnh vi vd Tdng cdng cd sau gia thuyet dd dupc phdt trien nhdn thUc. Thdt thu vi khi thay rang gid tr| trung de' danh gia moi quan he giQa cdc bien ddc lap vd blnh la kha cao so vdl cac bien so khac nhu chal phy thudc. Ket qua tQ phan tich hdi quy tuyen tinh lupng d|ch vu hode sy hai Idng ciia khdeh hdng, ddn gian cho thay rang tat ca cdc khoang each gia tr] giao ddng tU 3,51 den 3,96. Mdl ty Id cao tdi cua chat lUpng d|ch vy da cd y nghTa tac ddng lich 71,6% sd ngudi dUdc hoi ddng y rang ho se van cyc ve mUc dd hai long cua khach hdng vd su hai glQ nguyen the da phat hdnh hien tai, Hdn 50% so ldng Clia khach hang vdi khdeh hang trung thdnh, ngudl dupc hdl nghT rang hp se ndi nhQng diem Ngodi ra, khdng cd mdl quan hd khdng cd y nghia tich cyc vd the phat hanh hidn tai cho ngUdI khac, va tieu cyc vdi su hdi ldng cua khdeh hdng va long gidl thidu the hidn tgi vdi nhOng ngudi khac vd se trung thanh ciia khach hang. Bang 3 tdm tat cac nghT ve the phat hanh hidn tai khi can mdt logi ket qua cCia thU nghiem gia Ihuyet da dupc thuc hinh the khac. Chi tiel dupc the' hien Irong bang 2. hien trong nghien cUu. Cd mdt thyc te la phan Idn cac chd the lal Viet 5. Ket lugn va kieh ngh| Nam nhdn dupc tien IUdng cua minh thdng qua Chat IUdng djch vu cung cap the lgi Viet Nam cdc th6 va cac cdng ty cua hp lam hdp ddng vdi vdi cdc tieu chi la sy hai ldng va ldng trung thanh cac ngdn hdng de tra IUdng qua tai khoan ngan dd'i vdi djch vu the tdi chfnh dupc ddnh gia Id tren hdng vd the ghi np, Bd la ly do tgi sao ho van se mUc trung binh. Ke't qua ndy phan anh mpt thyc sQ dyng d|ch vu the ciia td chUc phat hanh hidn lai te la cac td chUc phdt hanh the Vidt Nam da chi ngay ca khi hp khong thyc sy hdi ldng vdi d|ch vu tap trung vdo viec tang so lUdng the phat hanh cua cdc id chUc do hoSc chat lupng dich vu. hode thj phan ma khdng quan tam den ndng cae 4.3. Thd nghl$m cac gia thuyei chat IUdng djch vu cung nhu sy hdi ldng cua Dd kie'm tra cac gia thuyet, tdc gia sCf dyng khach hang. Ket qua nay cung minh chUng thuc phdn lich hdl quy ddn gian. Phdn tich hdi quy ddn te la djch vy the tai chinh Viet Nam mdc du dupc gl^n dupe sO dung de' kie'm tra xem mdt bien phu thanh lap va phat trien hdn 20 nam nhung chat Bang 3, Td'ng hgp cac gia thuyit nghien cOu Cac gia Ihuyet HI H2 H3 H4 H5 H6 So 6 4 + 65/2014 Mota Do tin cay cua dich vu canq cao, khach hanq canq hai Idnq Kha nanq dap Qnq djch vu canq tdi, khach hanq canq hai long. Su cam thdng ciia ngudi cung ca'p dich vy cang cao thi khach hanq canq hai long Dich vu canq dam bao khach hanq canq hai Idnq. Khach hang cang hai long vdi cac ye'u to hQu hinh thi mUc do hdl Idnq cua khach hanq canq cao. Khach hanq canq hai Idnq thi ho canq tnjnq thanh Ket qua oia cac g'la thuyet Donq y Dongy Dongy Donq y Dongy Ddng y Jihoa hoc '^• thifdng'mal 121 QUAN TRj KINH DOANH lupng dich vu va s u hai long ctia khdeh hang van 4. Bloemer, J . De Ruyter, K., and Peelers. P. dupc ddnh gid thap va tiep tyc tyt lal phia sau sy Investigating tang trudng plex relationship between image, sen/ice quality, and satisfaction. International Journal of Bank Lien quan den nhOng dy doan ve chat luang dich vy, ket qua nghien cUu da chi ra rang cac yeu Id hQu hinh, dp lln cdy, kha nang dap Ung, sU cam the drivers of bank loyalty: the com- Marketing, Vol.16, No.7, 1998 5. Cronin, J. and Taylor, S. Measunng serv- Ihdng va su dam bao cd lac dong tich cyc den sy ice quality, hai Idng cua khach hang. Do dd nd dupe khuyen Journal of Marketing, Vol. 56, No.3, 1992 cao rang, cac nhd quan ly can phai chu y d ta't ca 6. cdc khoang each cua chat lupng dich vu nham Assessing nang cao sy hai Idng ciia khach hdng. tomer Nghien cQu cung phat hien ra rang su hai Idng cua khach hang la cd y nghTa tich cyc lien quan a re-examination and extenshn. Cronin, J.J., Brady, M.K. and Hull, G.t the effects of quality, satisfaction intentions value, and cus- on consumer in service environments, behavioural Journal of Retailing, Vol.76, 2000 den long trung thanh ciia khach hang vdi mUc y nghTa nhd hdn 0,05. Summary Tdm lai, chat lupng d[ch vu la chia khda quyet dmh cua su hai ldng ciia khach hang, va The research looks into the relations between dieu nay la rat quan trpng ddi vdi cac ngan satisfaction and loyalty in the card market from the hang de' giQ dUdc khach hang cua hp, Chi cdc viewpoint of customers. It aims to explore and ngan hang mdl biet lam the nao de' thda man measure the relations between service quality, cac chu the ciia ho cung nhu glQ lai the cua hp customer satisfaction and loyalty towards the card • cd the ton tai trong thdi gian dai va tgo ra ldi nhuan ben v O n g . * services in Vietnam commercial banks. Research model was proposed on the basis of generalizing theories In the research area. The author conduct'ed a survey on 176 customers. Findings revealed Tai lieu tham khao that there exists a positive relation between the 1. Alessandro Customer Arbore, satisfaction retail banking. Bruno Busacca, and dissatisfaction Exploring of attribute performances. in D.R relations between customer satisfaction and cus- Journal of Retailing and tomer loyalty in the card market were found out These findings are very necessary to card provid- Anderson, E.W. Fornell, C. and Lehmann, Customer Satisfaction, Profitability- Findings tors and the satisfaction of customers. The linear impact the asymmetric Consumer Services 16, 2009 2. trust, response, secunty, sympathy and visible fac- Market Share, and from Sweden, ing organizations as they can help them enhance customer satisfaction and loyalty In this field. Journal of Marketing, (July), 1994 3. Anderson, E, W., and Sullivan,M.W., The Antecedents and Consequences of Customer Satisfaction for Firms. Marketing Science, Vol.12, No.2 (Spring), 1993 lihoa hoc 122 thddng'mal' So 64 + 65/2014