Cac yeu to anh hu'dng den
su* hai long cua khach hang ca nhan su" dung djch vu ngan hang dien tuf cua BIDV
DAO H6NG HA,NH"
Torn tat
Nghien cffu tap trung kiem dinh cdc nhdn td'anh hudng din sff hdi long cua khdch hdng dang sff dung dich vu ngdn hdng dien tff cua Ngdn hdng Thffang mai cd phdn Ddu lUvd Phdt tnen Viet Nam (BIDV). Dua tren mdu diiu tra 651 khdch hdng cd nhdn, cdc phuang phdp kiem djnh hi sd Cronbach's Alpha, phdn lich nhdn tdkhdm phd (EFA) vd phdn fich hdi quy da bii'n dugc sff dung de phdn tich. Kit qud nghiin cffu cd thi ldm ca sd cho viic di xudt cdc gidi phdp de gdp phdn ndng cao chd't lugng dich vu ngdn hdng dien tff ddi vdi BIDV ndi riing vd cdc ngdn hdng thuang mgi ndi chung.
TU khda.' sff hdi long, khdch hdng cd nhdn, dich vu ngdn hdng, BIDV
Summary
The study aims to examine factors affecting the satisfaction of customers using e-banking services supplied by Joint Stock Commercial Bankfor Investment and Development of Vielnam (BIDV). Based on a survey of 651 individual customers, the study uses Cronbach's Alpha tesl, exploratory factor analysis (EFA) and multivariate regression analysis. The result can be a catalyst to propose solutions so as to improve the quality of e-banking services of BIDV in particular and commercial banks in general.
Keywords: satisfaction, individual customers, banking sendees, BIDV
G161 THIEU CO sd LY THUYET VA PHliONG PHAP NGHrEN CL/U
BIDV la dinh che' tdi ehinh cung ca'p
vo'n va cdc dich vu tai ehinh eho dau tff Cd sri ly thuyd't va mo hinh nghien ctfu phai trie'n kinh td' - xa hdi. Nhffng nam Dich vu ngdn hdng dien tff (Electronic Banking vie't qua, BIDV dd dat dffde nhieu kd't qua tat la E-Banking), hie'u theo nghia trffe quan dd la mdi trong hoat ddng kinh doanh, dap ffng lot loai dich vu ngan hdng dffde khaeh hang thffc hidn, nhu cau da dang ve cae sdn pham dieh nhffng khdng phai de'n qu^y giao dich lam vide vdi vu tien ieh ngdn hang cho cae doanh nhan vien ngan hdng. Hieu theo nghia rdng hdn day la nghidp va cac tang ldp ddn cff, gdp phan sff kd't hdp giffa mdt so' hoat ddng dich vu ngan hang thuc d^y qua trinh phat trid'n kinh te' - xd iruyen thd'ng vdi cdng nghd thdng tin vd didn tff vidn hpi cua dd't nffdc. Tuy nhien, trong bd'i thdng.
canh xu thd'toan cau hda ngay cang md Cac loai hinh dich vu ngan hang dien tff dffdc cung rpng, sff canh tranh ngay cdng khde liet ed'p bdi cde ngdn hang thffdng mai hien nay bao gom:
giffa cae ngan hang trong nffdc va giffa Phone banking: giao dieh ngdn hdng qua mang didn he thdng cde ngan hdng trong nffdc va thoai; Internet banking: giao dieh ngdn hang qua mang nffdc ngoai, BIDV can chu trpng hdn loan cau Internet; Mobile banking: la hinh thffc thanh nffa trong vide ndng cao sff hdi ldng eua loan trffe luye'n qua mang dien thoai diddng, song hanh khach hang sff dung dich vu ngan hang vdi phffdng thffe thanh toan qua mang Internet; Home dientu-. ' banking: giao dich vdi ngdn hdng tai nhd qua mang 'ThS., TrUcfng Dgi hoc Thu'dng mai
Ns^y nhdn bdt: 10/11/2019: Ngdy phdn bien: 18/12/2019: Ngdy duyel ddng: 20/12/2019
•a^jnomv !inH Forecast Review ' ^ ^
HIMH: mo HiMH NGHIEN CdU DE XOAT Hinh anh ngan hang Nicm tin Sii Uiuan tii
BAtiG 1 KET QUA PHAN TICH CHAT Ltf^MG THANG DO BANG HE SO CRONBACH'S ALPHA STT
1 T
^
4
"i ft 7 8 Q
Thiet ke aiao dien dien tu' (GIAODIENl PhanhSitPHANHOn
Sir chinh xiic (CHINHXAO NiemUn(NIEMTINi Sir thuan tien (THUANTIEN) Hinh anh ni-an hane (HINHANHl
So bien 4 3 4 4 4 4 3 4 4
Cronbach's Aloha 0.929 0.924 0.935 0.930 0,819 0.862 0.820 0.937 0.911 BANG 2: KIEM DINH KMO VA BARLETT
Kaiser-Meyer-Oikin Measure of SampMna Adequacy Bartlett's Test of Sphericity
Approx. Chi-Stiuare df
Sia-
0.928 27803,089 990 0,000
ndi bd do ngdn hdng xdy dffng rieng; SMS Banking giao dich ngan hang qua lin nhan SMS cua dien thoai di ddng; Call center/Conlaet center: giai ddp thac mac, cung ca'p thdng tin va giao dieh ngan hdng qua td'ng dai didn thoai... vdi cdc tidn ieh chinh dich vu ngan bdng didn tff bao g6m: eung ed'p thdng tin, vd'n tin, ehuyd'n khoan, thanh todn, ddng ky, tff va'n va mdt so' nghiep vu kinh doanh ngdn hang khae.
Sff hdi ldng ciia khdch hdng: Sff hai long cua khdch hang la muc tidu quan trpng vi anh hffdng eua nd tdi quye't dinh tid'p tue mua eua khdch hang. Do tinh cha't quan trpng, ndn sff hdi ldng cua khaeh hdng la chu di ma nhieu nhd nghien effu quan tam, theo dd sff hai ldng dffde dinh nghTa la phan ffng eua khdch hang ve nhffng gi da nhdn vdi nhffng gi da mong ddi (Oliver, 1980; Olson & Dover, 1979; Tse & Willon, 1988).
Kotler & Keller (2006) eung nha'n manh sff hdi long eua khdch hang la mffe dd eua trang thai cam xue bat ngudn tff vide so sanh giffa nhdn thffc ve san pha'm vdi mong ddi cua khach hdng khi sff dung dieh vu.
Cdn theo Westbrook & Reilly (1983) dinh nghia sff hai ldng la mdt phan ffng cua cam xuc dd'n mdt kinh nghiem lieu dung eu the. Nhff vay, ed the hi^u sff hdi ldng cua khach hang dffde tie'p can theo hai khia canh:
sff hai long dffde xem nhff mpt qud trinh vd la mdt ke't qua cua trdi nghiem (hay kinh nghiem) tieu dung.
Tren cd sd nghidn effu tdng quan va linh hinh ihffc te' dieh vu ngan hdng dien tff tai BIDV, md hinh nghien cffu eae nhan td anh hffdng tdi sff hdi ldng eua khdeh hang sff dung dieh vu ngan hang didn tff dffdc xay dffng nhff Hinh.
Cac gia ihuyel dffdc oUi ra nhff-sau.
HI: Cd mdi quan bd dffdng giffa su da dang ve san pham dich vii vdi sff tiai long cua khaeh hdng.
H2: Cd mdi quan be dffdng gi^a yeu id an loan va sff hai ldng cua khdeh hang.
H3: Cd m^i quan he dffdng gii?a sff phan hoi va sff hai ldng eua khdch hdng.
H4: Co m^i quan hd dffdng giffa sff chinh xae va sff hai long cua khach hang.
H5: Cd md'i quan he dffdng giffa yd'u Id' tin cay va sff hai ldng cua khach hang.
H6: Cd md'i quan he dffdng giffa ye'u to' thie't kd' giao dien va sff hai long eua khach hang.
H7: Cd md'i quan he dffdng giffa yd'u to thuan tien vd sff hdi long cua khach hang.
H8: Cd md'i quan he dffdng giffa ye'u td mem lin va sff hai ldng eua khaeh hang.
H9: Cd md'i quan he dffdng giffa ye'u Id' hinh anh ngan hang va sff hdi long cua khdch hang.
PhUdng phap nghidn cii'u So' lieu dffde thu thap tff eac khaeh hang cd nhan su" dung dieh vu ngan hang dien tff BIDV tap trung chu ye'u d eac thanh phd ldn la Hd Ndi va TP. Ho Chi Minh thdng qua phffdng phap bang hdi vdo thdng 09/2018. Vdi sd' Iffdng bang hdi phat ra la 720, sau khi thu ve vd dat yeu cau la 651 bang hdi dffde xff ly dffdi sff trp gitip cua phan mem SPSS 20.
KETQUA NGHIEN CL/U
Kiem dinh chdi Iffdng thang do bang he so Cronbach's Alpha
Thang do va dp tin edy etia ede bie'n quan sdl dffpc ddnh gia bang he sd' Cronbach's Alpha va phffdng phap phdn lich nhan to' khdm pha (EFA). Yeu cau de thang do dffdc cha'p nhan la loai bd eac bie'n cd he sd tffdng quan bie'n long (item total correlation) < 0.3 va hd so'Cronbach's Alpha < 0,6 va nhffng bic'n co he sd tai nhdn Id' (Factor loaduig) < 0,5 se bi loai khdi thang do vi cd tffdng quan kem vdi nhdn td' tiem an trong phan lieh EFA. Cud'i cung la kiem dinb md hinh bdng phudng phap h6i quy da bie'n vdi mffc y nghia ihd'ng ke 5%.
Qua kel qua kiem dinh chd't Iffdng thang do d Bang 1, ta tha'y he sd cffa t6ng the cdc nhdm bien deu > 0,6, nhif vay he thdng thang do gom 9 thang do dam bao chdt Iffdng tot vdi 36 bicn M'J' dac tnj^g
Kit qud phdn tich ET-
Kiem dinh tinh Ihid^ ;•,/,, ^^^ . r-r-..
Theo ket qua d Bang : ..;, ^^ K \ i o J.
126
0,928 thda man dieu kien 0,5 < KMO
<1, nhff vdy phdn tieh EFA la thieh hdp cho dtt lieu thffc te.
Kiim dinh tuang quan cua cdc bii'n quan sdt trong thudc do dgi dien: ta thay kiem djnh Bariett ed mffe y nghia Sig.=
0,000 < 0,005, nhff vay, eac bie'n quan sdt cd tffdng quan tuye'n tinh vdi nhdn id' dai dien (Bang 2).
Kiem dinh mffc do gidi thich cda cdc bie'n quan sdt ddi vdi nhdn to: Theo kd't qua d Bang 3, tri sd phffdng sai dffdc giai thich la71,027%.Dieunaycd nghia la, 71,027%
thay doi cua eae nhan id anh hffdng den sff hai long cua khdeh hang ca nhdn ddi vdi dich vu ngan hdng didn tff eua BIDV dffdc giai thich bdi cae bie'n quan sat.
Ket qua ciia mo hinh
Qua kie'm dmh cha'l Iffdng thang do vd kie'm dinh cua md hinh EFA vd kd't qua eua ma Iran xoay (Bang 4) da nhan dien cd 5 thang do dai didn eho ede nhdn td'anh hffdng de'n sff hdi ldng cua khach hang ea nhdn vd cha'l Iffdng dieh vu ngdn hang dien tff (Bang 5) va 1 thang do dai dien sff hai idng cua khdeh hang dd'i vdi dich vu ngdn hang dien tff cua BIDV.
Phdn tich hoi quy da bie'n: Dd nhdn dien ede yd'u to anh hffdng de'n sff hai long cua khaeh hang ca nhan sff dung dich vu ngan hdng dien tff BIDV, md hinh tffdng quan long the' ed dang:
HL=J]^ + fi^Fl + Ji/2 + fi/3 + Ji^
F4+fi/5
Trong dd: HL la bie'n phu thude va Fl, F2, F3, F4, F5 la eae bien dde lap
Thffe hien phan lich hdi quy xae dinh mffc dp tae ddng eua cac nhan id' tdi sff hai long eua khach hang sff dung dich vu ngdn hang dien tff BIDV. Kd't qua phantich hoi quy luye'n tinh eho iha'y, hg so'Sig. nhd hdn rd't nhieu so vdi mffc y nghia a = 0,05). Cd the' ke't luan rang, md hinh dffa ra la phu hdp vdi dff lieu thffe te. Ke't qua d Bang 6 eung chi ra, td't ca hd so phdng dai phffdng sai (VIF) cua cac yeu tddeu nhd hdn 10, do dd, khdng cd hien tffdng da edng tuye'n xay ra.
Ket qua md hinh hdi quy eho tha'y, moi quan he giffa sff hai long vd cae ye'u to' anh hffdng dffde the hidn trong phffdng irinh sau:
HL = -0.036 + 0,}84*F1 + 0,I10*F2 + 0,}51*F3 + 0.}27*F4 + 0.302''F5
Ckc bie'n Fl, F2, F3, F4, F5 cd quan he cung ehieu vdi bien phu thudc HL, trong do, thff tff t^m quan trpng ciia cdc bid'n sd' anh hffdng de'n sff hai long nhff sau: Cao
B A N G 3: TONG P H C T O N G S A I DCTOC GIAI T H I C H Nhom
nhan to 1 2 3 4 5 6 7 8 9
Eigenvalues kh Tdng 15,216
6.316 4,872 2.48C 2,132 1.535 1.327 ,642 ,582 .061
%cua DhiTtJne sai
33.814 14,036 10.8^7 5.512 4,737 3,411 2.948 1,427 1,294 .135
di tao Tyle
% tich iQv 33.814 47.850 58.677 64.188 68.926 72.336 75.285 76.711 78.006 100.000
T^ng 14,939
6.070 4.526 2.218 1.870 1.276 1.064
13.489 4,929
Tyle
46.685 61,673 71.027
ANTOAN DT4 TINCAY DTI ANTOAN DTS GIAODIEN DT5 TINCAY DT3 GIAODIEN DT4 GIAODIEN DTI TINCAY DT^
ANTOAN DT3 TINCAY DT4 ANTOAN DT6 GIAODIEN DT2 ANTOAN DTI NIEMTIN DT4 CHINHXAC DTI CHINHXAC DT2 PHAN HOI DT4 CHINHXAC DT4 NIEMTIN DT3 CHINHXAC DT3 NIEMTIN DT2 PHANHOI DTI PHAN HOI DT3 PHANHOI DT5 THUANTIEN DT]
THUANTIEN DT2 THUANTIEN DT3 THUANTIEN DT4 SANPHAM DT4 SANPHAM DT2 SANPHAM DTI SANPHAM DT3 HINHANH DT3
HAI LONG DT4
BANG 4 : KET QCA MA TR^N XOAY Nhrtm nhSn tfi' 1
.914 .9IC .89^
.892 ,892 .884 .883 ,875 .85<;
.8.54 .835 .836 .797
2
.SI9 .807 .802 .792 .78!
,78 i .777 .768 .766 .764 .720
3
.920 ,877 .871 .852
4
.933 .911 .904 .707
.912 ,91(1 .795 .75''
6
.951 .790 .702 ,644
nha'l la F5 "hinh anh cua ngan hdng", liep ddn la Fl "sff tin cay eua khaeh hang ", F3 "sff thudn lien eua dieh vu ", F4 "sff da dang cua san pham dich vu ngdn hang dien tit" va cud'i eung la F2 "sff cung cd'p, nang Iffc ddp ffng cua ngan hdng".
M6T SO DE XUAT
Tff eac ke't qua nghidn cffu trdn, tac gia dffa ra mdt sd'de xua't nhdm gdp phan ndng cao sff hdi long eua
^Economy and Forecasl Review
127
BAMG 5: MO HINH DIEU CHINH QOA KIEM DINH CRONBACH'S ALPHA VA P H A N T I C H EFA T h a n s d o
Fl F2 F3 F4 F5
BiS'n dSc triAiE ANTOAN, TINCAY, GIAODIEN CHINHXAC, PHANHOI, NIEMTIN THUANTIEN
SANPHAM HINHANH
Giai thicii t h a n s do M&
Sir tin cav cua khach hilns Si/cuns Cdp. nane life dap line cua ncan han[r Sir thuan ti6n cua dich vu
Sl/ da dang cua san pham dich vu ngSn hkng Hinh anh cua nean hiine
BANG 6: TOM TAT MO HINH dOc l a p
F l F7 F3 F4 F5
H $ s f f h 6 i q u y chtfa c h u S n h o a ( B )
184 l l f ISI .302
G i a t r i t
S 7 9 3 3 481' 3 6 1 7 3 186 9,422
Md'c y ngMa theTns k& (Sie)
.872 .OOC ,001 .(IOC .00''
.noc
V I F
1.248 1.244 I 591 i 48<i 1 254
H ^ s o h o i quy c h u S n h o a
( B e t a ) .200 . P C .141 .I2C .326
T l m q u a n t r ^ n g cua c a c biSn
2 5 3 4 1
khdeh hang ea nhan sff dung dieh vu ngan hang dien tff BIDV nliff sau:
Thff nhd't. day manh hoat ddng quang edo, tid'p thi de khuye'n khich sff tid'p can va sff dung dich vu ngan hang dien iff, lam gia tdng hinh anh cua ngan hang dd'i vdi cac khach hang hidn tai va dem ndng ddng thdi cung cd'p nhffng thdng tin hffu ich ve nhffng tien ieh san pham dd'n khdeh hang. Thffdng xuydn td chffc eae budi hdi thao khdeh hang de gidi thidu cdc san pham dich vu ngdn hang didn tff, eung ca'p eho khdeh hang nhffng kid'n thffc ean thid't de' sff dung dieh vu ngdn hdng hieu qua eung nhff de tim hid'u va nam bat nhu eau khdeh hdng.
Thff hai, tid'p tiie chu trgng dau tff vdo edng nghd bao mat he thd'ng thdng tin giao dieh cua khach hang.
. 1 w- aiao dich, gia tang tinh an toan cho -^'^- c'" • ..
cd cdc bidn phap han cWc ckc sff^eo, cam kd't bao ve khdeli h.mg khi co rm ro xay ra, eam kd't khdng net Id eac thong tin mat cua khdeh hang, eiing co sff tm tudng eua khdch hang
^ Thff ba, can phai xdy dffng mpt h^
tang he thd'ng mang hien dai, tdc dp eao, dam bao an loan eho he thdng khi van hanh, tranh vide nghen mang anh hffdng de'n kha ndng tie'p can dich vu cua khach hang.
Thff tu, lang cffdng cdng lae dao tao phdt trie'n nguon nhan Iffc chd't Iffdng cao ve kie'n thffc cdng nghd thdng tin ya ky nang giao tid'p va ky ndng phat irien san pham dieh vu ngdn hdng. Dd' thffe hien dffdc dieu nay, BIDV can cd nhffng ehinh saeh thu hut nhdn tdi, thudng xuyen md eac ldp bdi dudng nghiep vu ngan han eho nhdn vidn, dffa nhan vidn ra nudc ngoai hoc hdi cdng nghe mdi... de cap nhdt kie'n thffc edng nghe thdng tin. Bdn canh dd, can hoan ihien quy trinh nghiep vu dd' trdnh nhffng rui ro ve cdng nghe.
Thff ndm, cdn da dang hda va ca nhan hda cdc san pha'm dich vu ehd't Iffdng va vdi mffe gid hdp ly de dap ffng nhu ctu da dang ciia khach hdng. Ben eanh do, cdn ehu trong Hen ke't ede san phim vd tao linh dong bd eua san pham, dieh vu eung nhff ke't hdp giffa ede san pham cu vd san pham mdi, giffa eae san phd'm dich vu truyen thd'ng vd hien dai.Q
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