Cac nhan to tac dong tdfi
su" thoa man cua khach hang doi vdfi chat liftfng djch vu
ngan hang dien tuf cua cac
ngan hang thifOng mai Viet Nam
PHAiVl THj BiCH DUYEN*
Tom tat
Thdng qua phuang phdp phdn tich dinh luang, nghien cffu cho thdy, sU thda mdn cua khdch hdng ddi vdi chdt luang dich vu ngdn hdng dien tff (NHDT) cua cdc ngdn hdng thuang mgi (NHTM) Viet Nam chiu sU tdc ddng chu ye'u tff cung cdch phue vu, tinh ddp ffng tin cdy vd phuang tien hffu hinh. Ngodi ra, nghien cffu cdn cho thdy, mffe do hdi long cua nhdm khdch
hdng sff dung dich vu NHDT cd sukhdc Met ve gidi tinh, do tudi, trinh do hoc vdn vd thu nhap.
Txi khoa: chdt luang dich vu, ngdn hdng dien tff, Viet Nam, sU thda mdn cua khdch hdng
Summary
By quantitative analysis method, the research shows that the satisfaction of customers with e-banking service quality of Vietnamese commercial banks is mainly influenced by service, reliability and tangible means. In addition, it indicates that the level of customer satisfaction is different in terms of gender, age, educational level and income.
Keywords: quality of service, e-banking, Vietnam, customer satisfaction
^
G16l T HIE U the gidi da cd nhieu cdng tiinh nghien ciJu ve chat Iffdng dich vu khaeh hang, sff thoa Tren thffc te, mac du so Iffdng ngffdi dung intemet tai man va sff trung thanh eua khaeh hang.
Viet Nam la tffdng dd'i ldn, td'c dp tang trffdng cao, nhffng Chang ban, Parasuraman & edng sff (1991) so Iffdng ngffdi sff dung cac dich vu NHDT van cdn rat ban da xay dffng md hinh do Iffdng chat Iffdng ehe. Nguyen nhan la do, thdi quen thanh toan bang tien dich vu (gpi tat la md hinh SERVQUAL) mat eua ngffdi dan Viet Nam va tam ly lo ngai ve tinh bao dffa tren quan diem chat Iffdng dich vu la mat eua ffng dung, nen khach hang thie'u sff tff tin khi thffc sff so sanh giffa gia tri mong ddi/ky vpng hien cac giao dich NHDT. Vi vay, viec phan tieh eac nhan cua khach hang va gia tri khaeh hang tdtac ddng de'n chat Iffdng dich vu NHDT eua cac NHTM cam nhan dffde. Theo dd, tae gia dffa ra Viet Nam, tff dd de xua't mdt so ham y ehinh sach nham md binh 05 thanh phan chat Iffdng dich vu nang cao chat Iffdng dich vu NHDT, dap uJig sff thda man, gdm: tinh tin cay, tinh dap ffng, nang life gdp phan cung ed long trung thanh cho khach hang trffdc phue vu, tinh ddng cam va tinh hffu hinh.
xu hffdng cdng nghe hien nay la vd chng can thie't. Cae tae gia eung khang dinh rang, chat Iffdng dich vu (gdm nhieu thanh phan khac CO SCf LY THUYET VA PHU'DNG PHAP nhau) li nhan td ehinh anh hffdng de'n sif NG HIE N CLfu thda man eua khach hang.
Broderiek & Vachirapompuk (2002) Cd sd ly thuyet sff dung dff lieu gdm 160 quan sat de xay Tam quan trpng cua chat Iffdng dich vu da trd thanh dffng mdt md hinh gdm nam tieu chi cd ddng Iffe nghien eii'u eua nhieu tae gia. Cho den nay, tren ban ed anh hffdng de'n chat Iffdng dich vu
'Trufdng Dai hoc Quy Nhdn I Email: [email protected]
Ngdy nhan bdi: 17/09/2018; Ngdy phdn bien: 16/10/2018; Ngdy duyet ddng: 18/10/2018
98
, " r f b a oKinhte
NHDT dupe cam nhan bdi khaeh hang:
sff mong dpi cua khaeh hang, hinh anh ngan hang va uy tin eua td chffc eung cap dich vu, thie't ke' dich vu, khd khan thffe te cua dich vu, va sff tham gia cua khaeh hang. Nhdrn tae gia eung nhan manh tieu chi thie't ke dich vu va sff tham gia eua khach hang cd tae ddng trffc tie'p nha't len chat Iffdng dich vu.
Nghien cffu cua Loonam & O'Lougbhn (2008) d Cdng bda Ireland de xua't 10 nhan to anh hffdng de'n chat Iffdng dich vu NHDT bao gdm: sff tien dung, mffe dp an toan, chat Iffdng tbdng tin, quyen truy cap, sff tin tffdng, dp tin cay, tinh linh hoat, kha nang dap ffng cac yeu eau, sff tff phue hdi va tinh ea nhan hda.
O Viet Nam, Tran Dffc Thang & Pham Long (2013) da xay dffng dffdc md hinh nghien effu md'i quan he giffa chat Iffdng dich vu NHDT vdi sff thda man va long tmng thanh eua khach hang va ke't luan rang, ne'u nang cao dffde chat Iffdng tong the dich vu, thi ngan hang cd the thda man dffdc khach hang va tao dffdc long trung thanh.
Mo hinh nghien edu de xudt
Md hinh danh gia chat Iffdng dich vu NHDT eua tae gia de xua't dffa tren ke't qua tdng quan nghien effu va sff dung cae thang do eua md hinh SERVQUAL cua Parasuraman & cdng sff (1991) (Hinh).
Phffdng phdp nghien edu
Nghien effu tie'n hanh phat ra 250 phie'u dieu tra nham thu thap thdng tin tff khach hang sff dung dich vu NHDT eua cac NHTM Viet Nam.' Dia ban khao sat dffde lira chpn ia: TP. Ha Ndi, Da NSng, Binh Dinh, TP. Ho Chi Minh. Ke't qua thu ve 227 phie'u bdp le de' dffa vao phan tich.
Thdi gian khao'sat tff thang 03-06/2018.
KET QUA NGHIEN CLfu
Kiem tra dg tin edy thang do (Cronbach's Alpha)
Bang 1 cho tha'y, eac thang do cd dp tin cay eao. Mat khae, he so Cronbach's Alpha ne'u loai bie'n HH3 va CD5 ed gia tri eao hdn khi khdng loai cac bie'n nay, tuy nhien, cae he sd' tffdng quan bie'n tdng tffdng ffng lai cd gia tri^ldn hdn 0,3.
Do dd, tae gia quye't dinh vin giff lai hai bie'n HH3 va CD5 trong cac thang do.
Phdn tich nhdn to'khdm phd (EFA) Qua trinh phan tich EFA ed ke't qua nhff sau:
He so tai nhan to eua cae bie'n quan sat (sau khi da loai bd cac bie'n khdng phii
HINH: MO HINH NGHIEN CtiU DE XUAT Cam nhan cua khach hang
Tinh tin cay Tinh dap ung Xang luc phue \"u
Tinh dong cain
Tinh hiru hinh
Chi phi chuyen doi
M
( + ) _ ,
( + ) , . -
(-],.-
(+K-' ' « . ' - ' '
Chat luong dich vu Thoa man cua khach hang
(?)
Yeu to nhan khau hoc (Gioi tinli, do tuoi. tiinli do hoc
van. thu nhap, thoi gian si>
dung)
y
Nguon: De xuat cua tac gia
BANG 1: KIEM DINH DO TIN CAY CUA CAC THANG DO
B A N G H E S O CRONBACH'S ALPHA Thang do
Tinh tin cay (TC) Tinh dap iJng (DU) Nang lire phue vu (PV) Tfnh dong cam (DC) Tinh hUu hinh (HH) Chi phi chuyen doi (CD) Thoa man cua khach hang (TM)
Bien d$c trifng TC1,TC2,TC3 DU1,DU2, DU3 PV1,PV2, PV3,PV4 DC1,DC2, DC3,DC4 HH1,HH2, HH3
CD1,CD2,CD3,CD4,CD5 TM1,TM2, TM3
Cronbach's Alpha
0,761 0,665 0,790 0,845 0,702 0,815 0,871
TUofng quan bien-t^ng 0,569-0,629 0,463-0,506 0,524-0,669 0,614-0,765 0,431-0,581 0,507-0,703 0,709-0,802 Nguon: Tinh toan tu" diJ lieu khao sat
hdp) deu > 0,5 chffng td cac bie'n nay cd dp tin cay va dffdc xem la ed y ngbia thffe tien.
Ben canh dd, be sd KMO = 0,831 > 0,5 thoa man tinh thich hdp eua phan tieh nhan to ne'u 0,5 < KMO < 1.
Ngoai ra, he so Sig. = 0,000 < 0,05 eua kiem dinh Bartlett eho bie't ed cac bie'n quan sat tffdng quan vdi nhau trong tdng the' cd y nghia thd'ng ke, do dd cae quan sat phu hdp eho viee phan tieh nhan td'.
Phan tram phffdng sai tich liiy = 65,755%, cd nghia 65,755% phffdng sai toan bd dffdc giai thich bdi 4 nhan td' va he sd' nay ldn hdn 50% la thicb hdp cho phan tich nhan to.
Sau khi thffe hien eac kie'm dinh, bffdc tie'p theo thffc hien cac phep xoay nhan to de dam bao cac bie'n quan sat thudc cae nhan td', ed he sd'tai nhan to ldn bdn 0,5 va dffde phan bd deu tren 4 nhan to.
Thdng qua ke't qua eua phep xoay nhan to dffdc trinh bay d Bang 2, ed the' tha'y ed sff xao trdn giffa cac bie'n quan sat cua cae thanh phan nen phai dat lai ten cae nhan to' eho phd hdp nhff sau:
-I- Nhan to FAl do hinh thanh tren ed sd eac bie'n quan sat thudc thanh phan "Tinh ddng cam" (DCl, DC2, DC3 DC4) va "Nang Iffc phue vu" (PV3, PV4) nen dat ten la "Cung each phue vu".
+ Nhan to FA2 binh thanh tren ed sd eac bie'n quan sat thudc thanh phan "Chi phi ehuyen dd'i" (CDI, CD2, CD3, CD4) nen dat ten la "Cbi phi ehuyen ddi".
-t- Nhan to FA3 hinh thanh tren ed sd cae bie'n quan thudc thanh phan "Tinh tin cay" (TCI, TC2, TC3) va
Econoni) a
99
BANG 2: MA TRAN XOAY NHAN TO TRONG KET QUA PHAN TICH NHAN TO Bidn
DCl DC3 PV3 DC4 DC2 PV4 CDI CD3 CD2 CD4 TC2 TCI TC3 DUl HH2 HHl
Nh§n t6 1
0,828 0,814 0,718 0,704 0,701 0,634
2
0,828 0,823 0,807 0,688
3
0,840 0,770 0,725 0,637
4
0,834 0,819
BANG 3 : KET QUA PHAN TICH HOI QUY DA BIEN
Bien Cung each phue vu Chi phi chuyen doi Dap d'ng tin cay Phu'dng tien hitu hinh
FAl FA2 FA3 FA4
Hg sd' chi^a chuan hoa
0,486 0,336 0,421 0,370
H§ s6' da chuan hoa
0,486 0,336 0,421 0,370
Sig.
0,000 8,967 0,000 0,000 R binh phu'dng
Sig. eua kiem dinh F
He so d eua kiem dinh Durbin-Watson
VIF 1,000 1,000 1,000 1,000 0,551 0,000 1,864 Ngu6n: Tinh toan tu' duf lieu khao sat
thanh phan "Tinh dap ffng" (DUl) nen dat ten la "Dap ffng tin cay".
+ Nhan td' FA4 hinh thanh tren cd sd eac bie'n quan sat thudc thanh phan "Tinh biJu hinh" (HHl, HH2) nen dat ten la "Phffdng tien hi?u hinb".
Sau khi tie'n hanh dat ten cae nhan td' mdi, md hinh nghien cffu de xua't se dffdc hieu chinh lai cho phu hdp nhff sau:
TM =f(FAl, FAl, FA3, FA4)
Trong dd: TM (Sff thda man eua khaeh hang) la bie'n phu thudc, cac bie'n FAl, FA2, FA3, FA4 la eac bie'n ddc lap vdi ten gpi tffdng ffng nhff tren.
Phdn tieh hoi quy da Men
De danh gia tac ddng cua cac nhan to' chat Iffdng dich vu NHDT len sff thda man cua khach hang, phffdng phap hdi quy tuye'n tinh da bie'n dffde sff dung.
Ke't qua hdi quy dffde trinh bay tdm tat trong Bang 3.
Theo dd, phffdng trinh hdi quy ehuan hda cd dang nhff sau:
TM = 0,486*FA1 + 0,421*FA3 + 0,370*FA4 + e. (1) Theo ke't qua phan tich hdi quy da bie'n d Bang 3 eho tha'y, chi cd tac ddng cua 3 bien FAl, FA3 va FA4 cd y nghia thd'ng ke d mffe y nghia 1%. Ca 3 bie'n dpc lap nay deu cd md'i quan he tffdng quan thuan vdi bie'n phu thudc. Tff he sd hdi quy chuan hda cd the tha'y.
nhan to ed tae ddng manh nha't tdi sff thoa man cua khaeh hang la Cung each phue vu (FAl), tie'p den la Dap ffng tin cay (FA3) va Phffdng tien hffu hinh (FA4) vdi he sd ehuan hda lan Iffdt la 0,486; 0,421 va 0,370. ^
Ve kiem dinh da edng tuye'n, cac gia tri VIF deu bang 1,000 < 2 cho thay khdng ed hien tffdng da cdng tuye'n giiJa eac bie'n doe lap. Ke't qua phan tich hoi quy cdn eho tha'y, 3 nhan to (3 bie'n doc lap trong md hinh) giai thieh dffde 55,1%
(he so xac dinh R^) sff bie'n ddng cua bie'n phu thupe. Dieu nay ngu y rang, mffe dp giai thicb hay sff phu hdp eiia mo hinh la kha eao. Ben canh dd, ke't qua kiem dinh tff tffdng quan chudi bac nhat thdng qua he sd'D eua kie'm dinh Durbin- Watson vdi gia tri dat 1,864 (gan bang 2) cho tha'y, cac phan sai so khdng ed tffdng quan chudi bac nha't vdi nhau.
Phdn tich khdc biet trung binh Ben canh eac nhan td' dinh Iffdng, tac gia eung tie'n hanh phan tieh tae dong eua cae bie'n nhan khau hpe (dinh tinh) de'n mffe dp hai ldng khi sff dung dich vu NHDT thdng qua phffdng phap phan tich khae biet trung binh ANOVA. Theo do, nghien cffu tie'n hanh kiem dinh xem co hay khdng sff khae biet ve mffe do hai long eua cae khach hang ed gidi tinh, do tudi, trinh dp hpc van, thu nhap va th5i gian sff dung dich vu khae nhau.
Bang 4 cung cap ke't qua phan tich khae biet trung binh giffa tae ddng cac bie'n dinh tuih de'n bien phu thudc. Dau tien, tae gia tie'n hanh kiem dinh tinh dong nha't phffdng sai giffa eac nhdm thanh phan khae nhau trong tffng bie'n dinh tinh. Neu Sig. eua thd'ng ke Levene cd gia tri < 0,05, thi gia thuye't phffdng sai dong nha't giCa cae nhdm gia tri bie'n dinh tinh da hi vi pham. Nghia la phffdng sai giffa eac nhom thanh phan eua bien la khdng bang nhau.
Chung ta khdng the sff dung ke't qua tff kiem dinh ANOVA ma thay vao kiem dinh Welch eho trffdng hdp vi pham gia dinh phffdng sai ddng nha't. Theo do, yi Sig. cua kiem dinh Welch eua cac bien deu < 0,05 nen ed the' ke't luan rang, co sff khae biet ve trung binh mffe dp hai Idng giffa cae nhdm gidi tinh (nam, nil), dp tudi (dffdi 20 tudi, 21-30 tudi, 31-40 tudi, 41-50 tudi va tren 50 tudi), trinh dp hpc van (phd thdng, dai hpc/cao dang, sau dai hpe), thu nhap (dffdi 10 trieu, 10- 20 trieu, 21-30 trieu, 31-40 trieu va tren 40 trieu).
100
;:f baoKinh to va DuTbao
Mat khae, Sig. eua kiem dinh ANOVA dd'i vdi bie'n Thdi gian sff dung
> 0,05 eho bie't, sff thda man eua khach hang khdng cd sff khac biet theo thdi gian sff dung dich vu NHDT.
KET LUAN VA HAM Y CHINH SACH
Ke't qua phan tieh cho tha'y, nhan td'cd tac ddng manh nha't tdi Sff thda man cua khach hang la Cung each phue vu (FAl).
Do dd, eac NHTM can tap trung dao tao va phat trien ngudn nhan Iffc nham dam bao nang life phue vu chuyen nghiep trong linh vffc dich vu NHDT. Dong thdi, xay dffng cac kenh giai quye't khie'u nai, thac mac eua khach hang thdng qua e-mail hoac dien thoai nham xff ly eac van de phat sinh phu hdp va kip thdi.
Nhan to ed tae ddng manh thff hai tdi Sff thda man eua khach hang la tinh Dap iJng tin cay (FA3). Theo dd, de nang cao chat Iffdng dich vu thi cae NHTM can quan tam td'i da hda kha nang dap ffng mpi nhu cau cua khach hang eung nhff tao ra Slf tin tffdng ve tinh an toan, bao mat trong qua tiinh sff dung eac dich vu NHDT.
Cudi eiing, Phffdng tien hffu hinh (FA4) eiing la mdt nhan to ed tae ddng dang ke de'n chat Iffdng dich vu NHDT.
Do dd, cac NHTM can quan tam dau tff phat trie'n cae website, md rdng mang Iffdi ATM, POS, tang cffdng cae tinh nang giao dich thdng qua internert banking, mobile banking...
Ke't qua phan tieh sff khac biet cho tha'y, mffe dp hai long trung binh eua nff ve dich vu NHDT eao bdn nam. Do do, can chii y de'n nhu cau va thi hie'u eua dd'i tffdng khaeh hang nam gidi hdn khi phat trie'n cac dich vu NHDT.
BANG 4: KET QUA PHAN TICH KHAC BIET TRUNG BINH BiS'n
Gidi tinh Do tudi
Trinh do hoc van Thu nhap
Thdi gian suf dung
Sig. cua Thd'ng ke Levene
0,003 0,000 0,005 0,000 0,533
Sig. cua kiem dinh ANOVA
0,138
Sig. cua ki^m dinh Welch
0,000 0,000 0,002 0,002
Kg't lu§n Co khac biet Co khac biet Co khae biet Co khae biet Khong khae biet Nguon: Tinh toan tLr du" lieu khao sat
Ke't qua nghien effu eung ehi ra rang, nhdm Jdiach bang tff 20-30 tudi cd mffe dp hai ldng trung binh eao hdn eac nhdm cdn lai. Do dd, ngoai nhffng tinh nang cd ban eua eac dich vu NHDT, cac NHTM can quan tam de'n thie't ke giao dien va xay dffng quy trinh giao dich NHDT ddn gian, de sff dung hdn eho dd'i tffdng khaeh hang ldn tudi vdi kha nang tie'p can cdng nghe edn nhieu han ehe.
Ngoai ra, ke't qua eiing eho thay, nhdm khaeh hang ed trinh dp phd thdng ed mffe dp hai ldng trung binh tha'p hdn nhdm cd trinh dp dai hpc va eao dang. De ed the can bang dffde sff chenh lech nay, cae NHTM can dap ffng nhu cau giao dich NHDT dd'i vdi dd'i tffdng ehi vffa td't nghiep trung hpe phd thdng (ed the' dang la sinh vien) hdn, nhff: tang cffdng dich vu thanh toan ve xem phim, ve xe, ve tau...
Ve thu nhap, nhdm khach hang cd mffe thu nhap tha'p (dffdi 10 trieu/thang) td ra hai long vdi dich vu NHDT hdn nhdm cd mffe thu nhap tff 10-20 trieu va tren 40 trieu. Do dd, eac NHTM nen dae biet chu y de'n nhdm khach hang ed mffe thu nhap tff 10-20 trieu va tren 40 trieu. Nhdm khaeh hang ed thu nhap tff 10- 20 trieu thffdng la dd'i tffdng khach hang vffa mdi tham gia thi trffdng lao ddng va lam viec d cac cdng ty, ngan hang nen cd nhu cau tie'p can eac dich vu NHDT thffdng xuyen de' hffdng Iffdng hoac gffi tie't kiem. Cdn dd'i vdi nhdm khach hang cd thu nhap cao (tren 40 trieu/thang) ddi hdi cae dich vu NHDT phai cd nhieu cai tie'n, tich hdp them nhieu san pham dich vu sang trpng, dang cap de cham sdc nhdm dd'i tffdng khach hang nay dffde td't hdn.Q
TAI LIEU THAM KHAO
1. Tran Dffc Thang, Pham Long (2013). Md'i quan he giffa chat Iffdng dich vu ngan hang dien tff^
vdi sff thda man va long trung thanh eua khach hang d Viet Nam, Tgp chi Kinh te & Phdt trien, sd 195, thang 9/2013
2. Broderiek, A. J. & S. Vachirapompuk (2002). Service quality in Internet banking: The importance of customer role. Marketing Intelligence & Planning, 20(6), 327-335
3. Loonam, M., & O'Loughlin, D. (2008). Exploring e-service quahty: a study of Irish online banking. Marketing Intelligence & Planning, 26(7), 759-780
4. Parasuraman, A., Zeithaml, V.A. & Berry, L. L. (1988). SERVQUAL: a multiple-item scale for measuring consumer perception of service quality. Journal of Retailing, 64, 12-40
5. Parasuraman, A., Zeithaml, V.A. & Berry, L. L. (1991). Understanding customer expectations of service, Sloan Management Review, 32(3), 39-48
6. Polatoglu, V.N. & Ekin, S. (2001). An empirical investigation of the Turkish consummers acceptance of Internet banking service. International Journal of Bank Marketing, April, 156-165
EcononiN ai
