Cac yeu to anh hiTorng den chat liTgrng djch vu cua BIDV
NGOYiN THI HONG YEN*
DCTdNG THI HCfdNG LIEN"
Tom t a t
Nghiin cOu nay sliding thang do SERVQVAL de ddnh gid chdt luong dich vu ciia Ngdn hdng Thuang mai Co phdn Dau tu vd Phdt trien Viet Nam (BIDV) thdng qua phan tich dU liiu thu thdp duac ta 102 nhan vien cua BIDV. NhSng dieu riit ra duac tUphdn tich cd the giiip Ngdn hdng ndng cao chdt luang dich vu.
Tuf khoa: BIDV, chdt lU(pig dich vu, khdch hdng, su hai long Summary -
Using SERVQUAL instrument to analyze data collected from 102 BIDV staffs, this research is to evaluate quality of services offered by BIDV. Outcome from the analysis can assist the bank improve their service quality.
Keywords: BIDV, quality of service, customer satisfaction ^ C i d l THIEU
Linh VLfc cung cap dich vu ngan hang la thi trifdng canh tranh khoc liet vdi sif tham gia cua cac doi thu canh tranh cd tilm life manh, khdng chi trong nu'dc ma con tif cdc ngSn hang qud'c te. Do vSy, trong bd'i canh hoi nhap hiSn nay, cdc ngan hang ndi chung, BIDV ndi ri6ng can xdc dinh nang cao chat lu'dng dich vu la cdch thd'c quan trpng va ben vifng nham khdng ngifng nang cao sif hai long cua khdch hang, qua do giu" chan khdch hang cd, phat trien khdch hang mdi.
c a SCf LY THUYET VA PHl/aNG PHAP NGHIEN ClfU
Ca sd ly thuyet vd mo hinh nghien ciiii de xuat
Trong ITnh vifc ngan hang, nhieu nha nghien cdu cung da ifng dung thang do SERVQUAL trong viec do lifdng chat lu'dng dich vu, nhu': Lotffollah Najjar va Ram R. Bishu (2006); Urgur Yavas va Martin Benkenstein (2007)...
Nam 2008, Le Van Huy va Pham Thi Thanh Thao da den hanh nghien c i ^ va difa ra 6 bid'n so' do lu'dng chat lifdng djch vu dng dung trong iTnh vifc ngan hang d ViSt Nam bao gom 26 yeu to',
trong dd 21 y6'u to' lay lai tijf md hinh tidn phong difa ra bdi Parasuraman va cpng sif (1985), 1 yeu td'difdc chinh siJa va them vao 4 yeu to'mdi dac thii trong dieu kidn Vidt Nam. Cac y6'u to nay da du'dc su' dung trong cac nghien cdti vi chat lifdng dich vu difdc thifc hien bdi Yong-pil Kim va cpng sif (2004), Ugur Yavas va Martin Benkenstein (2007).
Tr6n cd sd ke thufa nhUng nghi&n culi di tnfdc, viec do lifdng cha't lu'dng dich vu ngan hang tai BIDV se su"
dung lai cdc bien so'cd sdn trong md hinh do lu'dng cha't lifdng dich vu ngan hang tai Viet Nam cua Le Van Huy va Pham Thi Thanh Thao (2008), dong thdi chinh siJa, bo sung mot so yeu to' mdi phu hdp vdi dieu kien Viet Nam ndi chung va vdi BIDV ndi rieng.
Trong bdi canh Viet Nam hien nay, khi ma nen kinh te cd qud nhilu bien ddng, cdc ngan hang va chi nhanh ngan hang ra ddi va phdt trien ngay cang nhieu, thi va'n de lai suat va mdc phi dich vu cung can difdc xem xet va difa vao nhif la mot bien so'cua mo hinh. Dieu nay du'dc xem tu'dng tif nhu thanh phan "gid ca" difdc nhan dang bdi Gronroos (1982).
Difa vao ly thuyet noi tren, nhdm tdc gia de xua'l mo hinh nghien cdu nhif Hinh
HirSH: MO HINH rHGHIEN CdU DE XUAT
Chien lucre phai trien Cong nghe thong tin
r s TnS. Tru*6ng bai hoc Knin te va Quan in ki[ih dodiih Thai Mguyen I Email huonyl'Tntn@gmail c Ngay nhan bai: 29/11/2016: Ngay phdn bien 28/12/2016: Ngay duv^l clang: 08/02/2017
Economy and Forecast Re\ ii
BANG 1: PHAN TICH THONG KE HO TA
• • • • L .-^:-'^
Cong_nghe_thoiig_tin 1 Cong_nghe_thong_tin2Cong_nghe_thong_un3
Cong_nghe_thoiig_tin4 Nguon_nlian_lucl
Nguoii_nhan_luc2 Nguon_nhan_luc3 Nguon_iihan_luc4 Von_NangJuc_quan_lri 1 Von_NangJuc_quan_tri2 Von_NangJuc_quan_tri3 Voo_Nang_luc_qiian_£rv1 Chien_luoc_phat_tiienI Chien_Iuoc_phat_tneii2 Chien_Iuoc_phat_lrien 3 Chien_luoc_phat_trien4
^^s^KBr— "^
. » ^ ^
He th^ng quaa 1^ bitng c6ng nghe thdng tin hien nay la rsTt hl|u qua
Dati tif cho c6Dg nghe &6ng tin la det ki^m va hieu qua
Cong nghe thdng tin &p diing vko cac dich vu giup tang hieu qu£ cong viSc cho nhan v l ^ Q^hltDg
C6ng nghfi thdng tin dtfOc &p dung giiip da dang h6a cdc dich vv ciia ngdn hkag Nhan viSn ngSn hing dildc trang In dly du kien thiJc ve quy trinh thyc hi$n cdc djch vu ciia ngSa hang
Nhan vien ngSn h^ng c6 trlnh d6 cao, phu h^p v(3i yeu d u nghiep vti
Nhan viSn ngSn hing thifdng xuyen dtfijc dao tao, nang cao ky nang, ki€n thifc NhSn viSn ngan hSng c6 sif nhiet tinh va tac phong \im vt^c chuyen nghiep NguSn v^n bong cdc hoat dong cua n g ^ h^ng duBc sif dung m6t cSch hieu qui, an toan Khi nang huy dong va su: dung cdc nguon von cua ngSn hdng 1^ tot
Lanh dao ngSn h4ng c6 ky nang vk trinh d&
quan tri ral tSt
Toan h6 thSng c6 stf hoat dong gan k^t, hieu qui
Ngan hang xiy dUng chien lu'^c phat tri^n dich vu m$t each khoa hoc, hdp ly Chien Idcfc phdt triln dich vu phd h^p vdi dilu kiSn thilc t^ ciia ngSn h&ng Chign liTdc phdt tri^n dich vu dam bao tinh ben viSig v& tam nhin d&i hgn Chi^n lv[(fc phdt tri^n dich vu phil hdp vdi dinh hifdng phat trien chtmg ciia ngan hSng
Trung binh
3.04 3.04
3.02
3.06
2.90
2.93 2.75 2,82 3.26 3.36 3.42 3.42 3.22 3 17 3.19 3.22
chudn .956 .969
.929
.962
1.061 1.044 .991 .951 .872 .929 910 .919 .861 .819 .825 .854 Ngu6r: Nghien CLOJ ciia nhdm tac gi^
PhUifngphdp nghiSn cvOi
Nghien ci?u sij" dung phu'dng phdp thd'ng k6 md ta du'a tren khdo sat b^ng bang hoi va phdng vSh chuydn sau ddi vdi 102 dd'i tifdng \k nhSn viSn ciia BIDV, h-ong khoang thdi gian tiif ngay 25/04/2015 dd'n ngdy 30/04/2015. Sau khi lam sach, con lai 97 mlu difdc nhap vao chifdng trinh SPSS d^ xijf ly (Bdi vHt sd dung cdch vii't sothapphdn theo chuan qudc te).
KET QUA NGHIEN CLfU
Phdn tich ftp sdCronbach 's Alpha
^ Ket qua kiem dinh do tin cSy Cronbach's Alpha cua cdc thang do thanh phan (4 nhSn to' doc lap va 1 nhan to phu thuoc) cho thay, td't cd deu tiJf 0.6 trd 16n vd cdc he so tufdng quan bid'n tdng ciia cdc thang do
diu cao hdn miJc cho ph^p (Idn hdn 0.3).
Do dd, cdc bien quan sat cua thang do d i u ditdc gii? nguy^n cho phSn tich nhSn td' tid'p theo.
Phan tich nhan tdkhdmphd (EFA) K^t qui phtn tich nhSn td' cho thay, h6 so KMO bang 0.833 > 0.6, th^ hi6n keit qud phSn tich nhan to' la hodn toin thich hdp vdi drf lifu nghifen ci?u. Kiim dinh Bartlett'sla 2235.173 vdi mtfc J nghia thong k6 sig = 0.000 < 0.005 thg hi$n vi6c phSn tich nhan td' hoSn todn dSm bao du0c miJc ^ nghia thdng k6. Gid tri t^ng phifdng sai trich = 74.974 > 0.5 d6ng thdi gi£ tri Eigenvalue = 1.755 > 1 Ik d^t yeu ciu. Nhu" vSy, thi hi$n rang sU bi^n thi6n ciia cac nhan to difa ra ti3f phdp phSn tich giii thich difdc 73.33% sif bien thidn cua cdc tdng th^ du* li6u khdo sdt.
DSy la mot t j le khd cao the hidn mi?c dd phD hdp ciia dif li6u khdo sdt vdi m6 hinh nghien ciJu ly thuyet. H$ sd'tdi nhdn td' cOa cdc bi€n quan sat trong moi nhSn to difdc difa ra deu Idn hdn 0.5, cho thSy cac bien quan sdt diu c6 sif dnh hifdng Idn tdi nhdn td' ma chung bi^u didn. Nhtf vay, khdng cd bien quan sdt nao hi loai bo khdi md hinh. K^t qua phdn tich nhan td' cho thSy, cd 04 nhan t6 difdc difa ra til ph6p phan tich c6 dnh hurdng tdi chlit Itfdng dich vu ngdn hdng, dd la cac nhan td': Cdng nghe thdng tin, Ngudn nhSn life, V6'n va nang life qudn tri, Chien lifdc phdt tiien. D§y se id 04 nh§n td'trong ni6 hinh h6i quy va difdc phdn tich di 1dm ro mtfc do tdc ddng cua tCfng nhan td" tdi ch^t lifdng dich vu BIDV.
Phdn tich thd'ng kS mo td Vi$c phan tich thd'ng ke mo ta nh^ra muc dich ddnh gid du'dc miJc diim trung binh ciia nhdn vidn ddnh cho mdi nhdn td^ dnh hifdng tdi chat lifdng djch vu ngSn hang. K^t qud phan tich nhif Bang 1.
K6't qua phdn tich cho thd'y:
Vdi thang do vi chien luac phdt trien:
Nhan vi6n ngan hdng c6 sif d6ng tinh 5 mi?c trung binh ve sif phii hdp vdi dieu ki6n thifc t^ cua cdc chi6'n lifdc phdt tri^n cua dich vu ngSn hdng, the hien 6 diem ddnh gid Id 3.17 (thd'p nhd't trong thang do). Nhdn vien cd sif ddnh gid cao d miJc dd xdy difng chien lifdc phdt trien dich vu mot each khoa hoc, hdp ly vd phu hdp vdi dinh hifdng plidt trien chung cua Ngan hang, vdi mUc dia'm la 3.22.
Vdi thang do ve Cdng ngh$ thong tin:
Nhan vidn cd sif d6ng tinh cao hdn so vdi thang do Nguon nhdn life, khi ma dilm
8
trung binh cua todn bp thang do deu Idn hdn 3.02. Cu the: vdi nhan dinh vi$c dp dung cdng ngh6 thdng tin se giup phdt trien va da dang hda cac loai hinh dich vu cua Ngdn hang difdc ddnh gid cao nhfft vdi miJc di^m la 3.06, thi hi6n qua viec cd da phan nhan vi6n ddnh gid Id dong y vdi nhdn dinh ndy. Vdi nhdn dinh viec dp dung cong nghd thdng tin vdi cdc dich vu cua Ngan hang giup tdng hieu qud cong vi6c cho nhdn vidn ngan hang, mac dii cd sif dong y cao cua nhdn vien, nhimg vin 6 mtJc thdp nhat trong nhdm vdi mu'c diem Id 3.02.
Vdi thang do ve Nguon nhdn lUc: Sif dong tinh vdi td't ca cac cau hoi d^u difdc nhan vien danh gid 6 mlJc tren 2.75. Cu the vdi nhan dinh rang, nhdn vien ngan hang cd trinh dd cao, phii hdp vdi y^u cau nghi$p vu duTdc ddnh gid cao nhdt, vdi mu'c diem la 2.93, vdi nhdn dinh:
Nhdn vien ngan hang du'dc trang bi dly du ki^n thttc ve quy trinh thifc hien dich vu ngdn hang difdc ddnh gia 5 mu'c 2.90.
Nhu vay, nhin chung vi ngu6n nhan life, Ngan hdng da cd trong tay mdt ddi ngu nhdn vi6n difdc trang bi kien thiJc va nghiep vu td't, dam bao cho viec phdt trien dich vu trong tu'dng lai.
Vdi thang do Von vd ndng lUc qudn tri: Nhdn vien ngdn hang cd sif d6ng tinh cao nha't va cd hai nhdn djnh nhdn du'dc sif dong tinh d mdc 3.42 diem. Bd la lanh dao Ngan hang cd ky nang va tnnh d6 quan tri rat tot va toan he thd'ng cd sif hoat ddng gan ke't, hieu qua. Dieu nay cho thd'y, van de nguon vd'n va nang life quan tri hi^n nay cua Ngdn h^ng dang du'dc thifc hidn ra't td't, dam bao cho viec phdt trien dich vu ngdn hang.
Phdn tich tUOng quan
Kiem djnh he so'tu'dng quan Pearson dung de kiem tra md'i lien he tuyen tinh giifa cac bien doc lap va bien phu thuoc.
Neu cdc bien cd tifdng quan chat che thi phai lifu y den van dl da cdng tuyen khi phan tich hoi quy.
Theo ma tran tu'dng quan thi cdc bifi'n deu CO tifdng quan va cd y nghia d miJc 0.00. He so'tu'dng quan bien phu thuoc la chat lifdng dich vu vdi cac bien doc lap d mu'c tifdng ddi. Do do, ta cd the ket luan cac bien doc lap nay cd the difa vao md hinh de giai thich cho cha't lu'dng dich vu.
Phdn tich hoi quy
De ddnh gid mdc do anh hifdng cua tifng nhdn to' da du'a vao nghien ciJu tdi cha't lu'dng dich vu ngan hang va tif dd cd
}
BAMG 2: P H A N TICH HOI QtlY
" ^ P W ^ M S tTrnd h u S * ^ • M a i R
hjnh 1
| L
1
.194'
Mo hinh
.631 625
F bien ddi 105 171 '•-''"'" ANOVA" '
Hoi quy Phan dir Tong
Tdng binh 1 phiZdng 36.637 21.421 26.785
Bac tu do 4 246 250
Trung bmh phu'dng
9.159 0.087
Sig. F Durbin- li^n^dm^ ^Watson 000 1931
F 105.171
Mo hinh
1 Constan) Cong nghf thong tin
'(gudn nh^n It/c Von va nang life Chi^n liTdc phdt
quan tn trien
He s6'chtfahieu chinh B 645 191 208 173 229
Std. Error .128 .026 .024 023 025
H e s ^ hjfiu chinh
Beta
.313 .369 .289 .357
!
5.049 7.452 8.794 7.417 9.053
Sig.
.000 .000 000 .000 .000
SI
.000^
VIF
1.178 1.176 1.011 i.038 Ifguori: Nghifin cifu c u a n h o i
difdc nhffng gidi phdp thie't thifc phuc vu qua trinh phat tri^n dich vu ngan hang, tdc gia da tien hdnh phan tich h6i quy nham ddnh gid du'dc vd'n de neu tren. Sau khi xdc dinh difdc 4 nhdn to' dnh hu'dng tdi chdt lifdng dich vu cua Ngdn hang, tac gid su" dung md hinh hoi quy de tie'n hanh phan tich.
Mo hinh du'dc xay difng nhif sau:
Y = pO + plXl + p2X2 + p3X3 + p4X4 Trong dd:
Y la bien phu thuoc (phan anh chat lifdng dich vu ngdn hang difdc do bang viec danh gid cua can bd ngan hdng)
X1, X2, X3, X4, la cdc bien doc lap (XI: Cong nghe thdng tin; X2: Nguon nhan life; X3: Vd'n va nang life quan tri; X4. Chien lifdc phdt trien)
P: Cdc tham so hoi quy (vdi i = 0,1,2,3,4).
K6't qua h6i quy d Bang 2 cho tha'y, he so' tifdng quan bpi R = 0.794 la khd td't, he so' R dieu chinh la 0.625 cd nghia rang, sif bien thien cua cac bie'n doc lap giai thich difdc 62.50% sif thay doi cua bie'n phu thuoc, tiJc la mdc do ddng y cua cdn bd ngan hang va tifng nhan to trong md hinh cd the giai thich dddc 62.50% sif dong y ve cha't lifdng dich vu ngan hang.
He sd'Durbm - Watson trong phan tich bdng 1.931 gan vdi gid tri 2, the hien khdng xay ra hien tifdng tif tu'dng quan giiJa cac bie'n ddc lap cua mo hinh.
Gid tri Sig = 0.000 trong phan tich ANOVA cho tha'y, mu'c dp phii hdp cua viec phan tich hoi quy dam bao du'dc mu'c y nghia thd'ng ke.
Gia tri VIF cua cdc nhan to'deu nhd hdn 2, dieu nay cho tha'y, khdng cd hien tifdng da cdng tuyen.
liconomy and Forecj-.! Ri'i
Gid tri Sig trong cdc nhan to d Bang 2 deu bang 0.000, th^ hi6n rang cdc nhan to' diu cd sif anh hifdng tdi chjTt lifdng dich vu ngan hang.
Nhif v|y, ket qud phan tich hoi quy la hodn toan ddm bao difdc cac y6u cau, vi the phifdng trinh hoi quy difdc difa ra nhif sau:
Chdt lUtfng dich vu = 0.645 + 0.191 * Cong ngh$
thong tin + 0.208 * Nguon nhanlUc + 0.173 * Von vh nang Itfc qudn tri + 0.229 * Chien liiaic phdt triin
Nhif vay, cd 4 nhan to la: Cong nghe thdng tin;
Nguon nhdn life; Vd'n va nang life qudn tri; Chi8'n lifdc phat trien deu cd anh hifdng ty 16 thuan d6'n chS^t lifdng dich vu ciaa BIDV.
KET LUAN VA KIEN NGHj Ket luan
Ke't qua nghien cllu cho thay, trong cdc nhan to anh hifdng tdi chat lifdng dich vu, thi yeu to Chi6'n lifdc phdt trien cd dnh hifdng quan trong nhS't, tiep den la cac yeu to:
Nguon nhan life, Cong nghe thdng tin, Vd'n vd ndng life quan tri. Qua do cho thay, mudn phdt trien dich vu du'dc td't hdn, BIDV phai cd sif tfu tien vao tijfng nhan to', tnfdc ti6n la Chien lifdc phdt trien, Nguon nhdn life, Cdng nghe thdng tin, cuoi ciing Id nhan to'Von vd ndng life quan tri.
M^t sdkien nghi
BIDV can xdy difng chien lu'dc phdt trien dich vu ngdn hang dong bp; Hoan thien mo hinh to chiJc quan ly va kinh doanh ngan hang ban le; Tdng cu'dng ndng life quan tri dieu hanh; Phat trien va toi da hda gia tri nguon nhan life; Phat trien nin khdch hang viSig chae vd toi da hda gia tri khach hdng; Day manh nghien culi va phdt trien san pham bdn le; Phdt trien va nang cao hi6u qua
mang lifdi vd kenh phan ph6i; Da dang kdnh phdn phd'i va thifc Men phan pho'i hidu qua; Dly manh cdc boat ddng truyen thdng va marketing dich vu; Tdng cu'dng nang life qudn IJ riii ro; Dau tif phat trien c6ng nghd; Xdy difhg chinh sdch dpng life tdi chinh; Xay diftig cdc tidu chuan chat lifdng dich vu; Ndng cao chSt lifdng cong tac kidm tra, khdo sdt chat lifdng dich vu vd nang cao ndng life tai chinh vd phat trien thu'dng hieu BIDV.
Ngodi ra, BIDV cin xdy difng cdc gdi san phim de cung cap cho tittig phan do^n khdch hang muc ti6u, nghien ciJu ban chdo vdi cdc san phim ddnh cho doanh nghi$p. Cu the, can xay di^g quy tnnh phdt trien sdn phim theo cdc bifdc cd ban sau:
Bifdc I; Xdc dinh ngu6n thdng tin Bifde 2: Xdy difng chien lifdc Budc 3: Phdt trien sdn phd'm va du'a san pham ra thi tnfdng
Bifdc 4: Do lu'dng va gidm sdt ke't qua thifc hien
BUdc 5: Cai tien san pham Khi dd phdt trien difdc mpt san pham theo dung dinh hifdng cua khdch hdng, BIDV phai lifa chpn dung thdi diem cung nhif thi tru'dng di "tung" sdn ph£m ra cho thich hdp, tiJf dd giup BDVI cd flie thiJ nghiem va kiem dinh san pham mdi - cd sd d^ cai tiS'n vd phdt trien san ph^m mang lai hieu qua cao nha't cho Ngan hang.Q
TAI LIEU THAM KHAO _ _ _ _ _ 1. Hodng Trpng, Chu Nguyln Mong Ngpc (2008). Phdn tich da lieu nghien ciiu SPSS, Nxb Hong Ddc
2. Ngan hang Nhd nifdc Viet Nam (2005). Chien luac phdt trien dich vu ngdn hdng den nam 2010 vd tam nhin den nam 2020, Ky yeu Hoi thao khoa hoc, Nxb Phu'dng Dong, Ha Noi
3. Le Van Huy, Pham Thi Thanh Thdo (2008). Hdp nha't do lu'dng va thia't lap chi sd'uXi tien cai tien chat lifdng dich: nghien citu minh hoa trong ITnh vifc ngan hang, Tap chi Ngdn hdng, so' 23/2008 4. Huynh Quang Linh (2016). Phan tich cac nhdn to'lac ddng de'n cha't lifdng dich vu ngan hang, Tap chi Kinh leva Du bdo, sd20, thdng 08/2016
5. Gronroos (1982). A service quahty model and its marketing implications, European Journal (>/ Marketing, Volume 18 (4): 36-44
6. LotfoUah Najjar, Ram R Bishu (2006). Service quality: A Case Study of a Bank, Tlie Quality Management Journal, 13, 3, 35-44
7. Parasuraman, A., Valarie A. Zeithaml. and Leonard L Benry (1985). SERVQUAL:
A Multiple - Item Scale for Measuring Customer Perceptions of Service Quality, Journal of Retailing, 64 (Spring)
8. Ugur Yavas and Martin Benkenstein (2007). Service quality assessment: a comparison of Turkish and German bank customers, Cross Cultural Management: An International Journal, 11.
2. 161-168
9. Yong-pil Kim, Seok-hoon Lee and Deok-gyun Yun (2004). Integrating current and competitive service-quahty level analyses for service-quality improvement programs, Managing Service Quality. 14, 4. 288-296
