CACYEU TO ANH Hl/CfNG DEN Sl/ HAI LONG CUA KHACH HANG SUf DUNG DICH VU EMOBILE BANKINGTAIAGRIBANKCHI NHANHTRA VINH
NGUYENH6NGPHUC
Ngliien cdu phdn tidt cdcyeu tddnh hddng den sdhdi long cia khdch hdng khi sddung dich vu E-Uobile Banking cda Ngdn hdng Nong nghiep & Phdt triin Nong than Viet Nam (Agribank) chi nhdnh Tri Vinh. So lieu sddung trong nghien cdu dugc thu thgp tdkit gud khdo sdt thdc teJOO kbddi hdng, sau do ddgc xdly bdng phan mem thdng ke SPSS, kiem djnh thang do bdng he sd Cmnbadi's Alpha, mo hinh phdn tich nhdn tdkham phd (ifA) ket hgp vdi hdi guy tuyen tinb bpi.
Ket qui nghien cdu cho thdy, co 3 yeu to dnh hddng den sdhdi long cia khdch hdng khi sddung djdi vu E-Mobiie banking bao gom: Giao dien thdn thien; An todn vd bdo mat; Dich vu da dgng.
Tnmg dd, yeu tdan toan vd bdo mat co tde dpng Idn nhdt den sdhdi long cia khdch hdng khi sit dgng dich vg E-Mobile Banking cua ngdn hdng.
litihoa: Khdch hdng, hdi ldng, E-Mobite bankmg. Trd Vinh.
FACTORS AFFECTING SATISFACTION OF CUSTOMERS USING E-MOBILE BANKING SERVICES AT AGRIBANK TRA VINH BRANCH
Nguyen Hong Phut
This research analyzes the factors affecting customer satisfaction when using E-Mobile Banking service of Vietnam Bank for Agriculture and Rural Developmen t (Agribank) Tra Vinh branch. The data used in the study was collected from the actual survey results of 300 customers, then processed by SPSS statistical software, tested the scale by Cronbach's Alpha coefficient, analytical factor analysis model breaking (EFA) in combination with multiple linear regression. The research results show that, there are 3 factors Hmt affect customer satisfaction when using E-Mobile banking services: Friendly interface; Safety and security; Various services. In particular, the factor "Safety and security" has the greatest impact on customer satisfaction when using E-Mobile Banking service of the bank.
Keywords: Customer, satisfaction, E-Mobile banking. Tra Vmh
Ngdy nhdn bdi: TO/4/2020 (hgdyhodn thien biin tdp: 20/4/2020 Ugay duyit dang: 27/4/2020
Oat van de
\ Nen kinh te Viet N a m dang h e n da phat trie'n va hpi nhap, eo eau d a n so tre va tiep can nhanh vbi eong n g h e Men dai, n h u cau sir d y n g cac dfcb vu n g a n h a n g trong d o cb dieh v u ngan hang di dpng (mobile banking) ngay eang Ibn.
AgriBank E-Mobile Banking la kenh dieh vu ngan b a n g Men dgi, cho p h e p khach h a n g sir d u n g dien thogi di dbng/may tinh bang eb ket noi intemet (GPRS/
•WUi/SG} de'thuc Men cac giao dich vbi ngan hang. Nam bat xu h u b n g tbi trubng va tam quan trpng cua iing dyng E-Mobile Banking, ngan bang Agribank da khbng ngimg dau t u phat trien ha t'ang ky thuat mang, xay d y n g he ihong cbng nghe thbng tin Men dai... de dam bao hogt dgng dieh vu lubn nhanh chong, thong suot.
Tuy nhien, tai Tra Vinh, viee trJen khai cMnh saeh marketing doi vbi dieh vu E-Mobile banking tai Agribank cM n h a n h Tra Vinh cbn nMeu b a n ehe (vbi quy mb 22 ehi nhanh va p h b n g giao dicb boat dpng tren dia ban), hay nbi each khac van d e chat lugng dieh vy d a p ling s u hai long ciia khaeh b a n g ehua d u o c q u a n tam diing miie. Do do, viee ngbien cmi "Cac yeu to anh h u b n g den su hai long a i a kbacb bang kM sil' d y n g dieh vu E-Mobile Banking tai Agribank cM n h a n b tirih Tra Vinh" co y nghia rat quan trpng.
PhUtfng phap
Ctrsdiy thuyet va md hinh nghien cdu
MobUe bankmg la dicb vy ngan hang Men dai cho phep
183
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khach hang sir dung dien ihogi di dbng de'thuc hien cae giao dich vbi ngan hang hay ebn gpi la hinb Uiiie thanh toan true M y a i qua dien thoai di dbng. Thbng qua do khaeh hang khbng can phai d&i ngan hang ma van eb tiie tiep can mpi dich vu 24/7 va b tat ca mpi noi va phuong thue nay dupe ra dbi nham gjai quyet nhu cau thanh toan eac giao dich cb gia tri nhb, hoae nhting dich vy t u dgng khong eb ngubi phuc vu (Vii Hbng Thanh va Vu Duy Linh, 2016)
Khan va cpng su (2018), Rahman va cbng su (2017) da chiing minh rang, cac yeu to anh h u b n g den su bai long o i a khaeh h a n g kM sir d u n g dich vu mobile banking Ia su than thi^n ciia n h a n vien, p h u o n g tien hiiu hinh, su d o n g cam, kba nang d a p iing, nang lue p h u e v u va s u tin cay. Trong khi do, Shrestha (2018) da chiing m i n b cac yeu to anh h u b n g den su hai long ciia khach h a n g kM sir d y n g dich vu E-Mobile Bankmg tai ngan hang bao gom: yeu to tb ehiie ngan hang, chirc n a n g va y e u to kinh te... Cbn tgi Viet Nam, Mai Tliiiy H a n g (2018) da chiing minh cae yeii tb anh h u b n g den s y bai Ibng a i a khaeh hang bao gom: su cam thong, giao di^n than tMen ngubi dimg, an toan va bao mat, s y tin eay, su d a p ung, gia tri t b u o n g Meu.
Thbng qua lupc khao eac tai lieu ngMen ciiu va lay y kien thao Man chuyen gia, tae gia de xuat mo hinh ngMen eiiu n h u Htnh 1.
5 y e u t b a n h h u b n g d e n su bai long ciia khach h a n g kbi sir d y n g dieh v y E-MobUe Bankmg o i a n g a n h a n g Agribank d u o e dien giai thong qua Bang 1.
Phitc/ng phdp thu thgp sdlieu
Dich vu da d«Dg CHai d&p djch vu
Tdcgia tong hpp va dexual
PhUifng phdp phan tich so lieu
Nghien ciiu nay sii' d u n g kie'm dinh t h a n g d o cae yeu to anh h u b n g den s y hai long eiia khach h a n g kM sir d u n g dich vu E-Mobile Banking eiia n g a n h a n g Agribank cM n h a n h Tra Vinh b i n g hp s b Cronbach's Alpha; p h a n tieh n h a n tb k h a m pha (EFA) ket h p p vbi hoi quy bpi. Trong ngMen eiiu nay, tac gia sir d u n g thang do tbang do Likert cbo die'm tii 1: Rat khbng hai long den 5: Rat hai Ibng d e do l u b n g eac bien q u a n sat.
Ket qu^ nghien cuTu va thao luan
Ket qua kie'm dinh m b b i n h n g h i e n ciiu va xae dinb cac yeu to anb h u b n g den sy bai Ibng ciia khach hang kM sir d y n g dieh vy E-Mobile Banking tai n g a n hang Agribank cM n h a n b Tra Vinh n h u sau:
Ket qud kiem dinh do tin cay thang do bdng phdn tich he s6 Cronbach's alpha
Dbi t u o n g o i a nghien cim nay la khach h a n g dang Sli d u n g dicb vy E-MobUe Banking ciia Agribank cM n h a n h Tra Vinh. Dii lieu ngMen ciiu d u p c tbu thgp theo p h u o n g p h a p chpn m a u thugn tien trong khoang thbi gian tir 01/7/2019 den 06/10/2019. Sb lupng m a u d u g e chpn d u a vao eac ngMen cmi eiia Hair va cpng sy (1998) ve kieh thubc m a u d y kien. Theo do, kieh thubc m a u toi tMeu can gap 5 lan tbng so bien q u a n sat dbi vbi p h a n tieh nhan tb k h a m p h a theo cbng thiie N = 5 X m (m la so bien quan sat). Trong ngMen eim nay, tae gia d y kien sir d y n g khoang 33 bien quan sat nen so l u p n g m a u toi tMeii c'an cb la N = 33 x 5 = 165 (quan sat) doi vbi p h a n tich n h a n to kham pha. Do do, d e d a m bao kich cb m a u dii Ibn cbo viee ngMen eiiu va nham loai di d u a c nhiing bien rac, nen tac gia ehpn kich cb khoang 300 m a u d u p e eho la p h u h o p d a m bao t h y e Men tot m b Mnh nghien eiiu.Viec chpn mau d u a e t h u c Men theo p h u o n g p h a p thugn tien d a n h eho khaeh h a n g den giao dicb tai eae die'm giao dicb o i a Agribank cM n h a n h Tra Vinh.
Thang do cb he so Cronbach's Alpha tir 0,6 trb len la cb the sir d u n g tot va h e so t u o n g q u a n bien tong phai Ibn h o n 0,3 tM dat yeu c'au (Trpng & Ngpc, 2008) va tae gia tien h a n h kiem dinh db tm cay ciia thang do bang h e Cronbach's Alpha de tim d u p e thang d o eb dp tin cay cao nhat. Ket qua kiem dinh Cronbach's Alpha eho thay, tat ca cae bien eo ket qua kiem dinh Cronbach's alpha Ion h o n 0,6 va eac he s b t u a n g q u a n bien tbng Ibn h o n 0,3 cho thay, thang d o eo y nghia va eac bien tiiaMi p h a n trong thang d o la d a n g tin cay h o n g viee d o luong eac yeii to anh h u b n g d e n su hai long ciia kbacb h a n g kM sir d u n g dicb vy E-Mobile Banking tai n g a n hang Agribank cM n h a n b Tra Vinh.
Oanh gid thang do bdng phdn tich nhan tdkhdm phd
Theo H o a n g Trong & C h u N g u y i n M p n g N g p c (2008), khi Hen h a n h p h a n tich n h a n to k h a m p h a (EFA) p h a i t h u c Men eac kiem d i n h sau' (1) Dp tin cay ciia eac bien quan sat phai Ibn hem 0,55; (2) Kie'm d m h tinh thich h g p a i a m b hinh b a n g each xem xet he
1 8 4
IEN G I A I CAC BIEN T H A N H P H A N Yeu to
Djdi v u da dang
Thang do
T h a n g d o Likert 1 : RSt k h d n g h^f ldng - > 5: Rat hai I6ng
DVDD1
DVDD2
DVDD3
GDDV '
GDDV1
GDDV2 GDDV3 GDTT GDTTI Girm
GDTT3
GDTT4
ATBM
^ ^ . • . - , ATBM1 'llTBM2 ATBM3 ATBW^^
ATBM5
THNH1
THNH3 THNH4 SHL SHiJ SHL2 StlL3 SHL4
NgSn hang cung d p djch vu E-Mobile Banking nhanh ch6ng, kjp thfli, chinh xac djch vu ma khdch hang can
NgSn hing cung c£p cac goi djch vu tren E-Mobile banUng phii hdp vdi ngifcri diing Tidi hop nhieu dich vu mdf nhtf chuyen tien - nhan bSng
di dong, tat todn TK co ky han, ban ngoai te...
^ i i dap djch vu
Nhan vien ngan hdng gidi dap thac mdc khdch hdng mdt each an can, Ijth thiep, nhd nhan
Nhan «en ngdn hdng tii ldi chinh xac vd ro rdng cic thdc mdc ciia lihdch hdng Khd ndng gidi ddp thdc mdc 24/24 gici
Giao dien thdn thien ngiriii dDng Giao dien tien Iffi de sddung vdi ngircii dimg Mdu sdc thi^t ki phii hdp vdi t h i m mjr ngudii dtmg Hinh dnh giao dien thdn thien noi bat
Thing giao dien sHiifog co thdng tin pfadn dnh vi dtiSt lifting djdi VII va nhihig v^n H phdt sinh khi sdidung An toan va bdo mat
SaleemvaF^Wdlioil), Mai Thiiy Hing (2018) J tiu tiic di lieu trong mobile banking luon duoc bdo mat tuy|t doi Moi giao djch phdi du'ac la£m sodt qua nhi^u cong doan ^ Khdch hang an tdm ve do an toan khi su'dung
Ngdn hdng cam ketthong tin ca nhdn tuon diroc bdo mdt .. J ^ ^ ^ j Ccr id ha tang thong tin dap liTng tot yeu cau djch vu E-Mobile banking Thifong hieu ngdn hdng
Thu'Ong hieu ngan hang cang noi tieng, khdch hang cdm thay an toan htfn khi sU dung mobile banking
iQ dung djch vu dia ngdn hdng cd thiftfng hieu Idu nam trong liiih vuc mobile banking sg cdm thdy lu&n diftfc ddm bdo ve bdo mdt Ngan hang co thuong hieu phat trien lau nam luon di kem vdi djch vu tot Ngan hang c6 thtftfng hieu Idn thu'dng se cd nhieu chfnh sdch cho khach hang Su hai long cOa khach hang
Toi cdm thay hdi ling vdi chit lUDng djch vu mobile banking ciia ngdn hdng Toi cdm thay hdi long vdi giao dien than thien ciia mobile banking Toi cdm thay hdildng vffi do an todn vd bdo mdt dia ngdn hdng T&i cdm thay hdi long vdi thUtfng hieu ciia ngan hang
Ngudn tac gid Rahman v i c^ng su (2017), Khan va cpng SI/(2018), Mai Thiiy Hdng (2018)
Thang do Likert 1;
Rat khong hhi long -> 5: Rat hSi Ibng
Thang do Likert 1 : Rgt l^dng hdi long -> 5: Rdt hdi Ibng
Khan va cong sy (2018]
Thang do Likert 1 : , RSx khdng hdi ldng -> 5: f ^ hdi ldng
Thang do Likert 1:
Rat khong hai long -> 5: Rat hai long
M a i Thuy HSng (2018)
Mai Thuy HSng (2018)
Saleem vh Rashid ( 2 0 1 1 ) , Rahman vd c6ng sir{2017).
Khan va cdng sU (2018), Mai Thiiy Hdng (2018)
Saleem va Rashid (20111, Rahman va cong sir (2017), Khan va cpng sir (2018), Mai Thuy HSng (2018)
Ngm: Tong tiap tH cdc ngliien aiu m/dcdo va liel qui llido lugn (huym gia.
T h a n g d o Likert 1 : Rdt khong hdi I 6 n g - > 5: R5t hdi ldng
T h a n g d o Likert 1:
Rat khong hai long - > 5: Rat hai long
so KMO (0,5 <• K M O < 1); (3) Kiem d i n b B a r t l e t f s v e tirang q u a n giiia eae bieh q u a n sat b a n g each x e m xet miic y nghia (Sig.) p h a i n h b h o n 5 % n h a m ehiing tb cac bien cb lien q u a n chat che; (4) Kiem djnh p h u a n g sai cong d b n p h a i Ibn 50%, Ket q u a p h a n tieh n h a n to Wiam pha t h a n g d o cac yeu to a n h h u b n g d e n su hai long va t h a n g d o s u h a i l o n g ciia k h a c h h a n g n h u sau:
Ket qua kiem d i n h K M O va Bartlett's Test vbi Sig=
0.000 < 0.05 va cbi s b K M O - 0.861 > 0.5 cho thay, p h a n ticb n h a n t o l a thieh h o p ; H e so tai n h a n to ciia cae bien q u a n sat d e u Ibn h o n 0.5 la d a t yeu c'au. Eigenvalues
= 1.051 > 1; Tb'ng p h u o n g sai trich = 75,721% > 50 % . Dieu n a y e h i i n g tb 75,721% bien tbien ciia d i i lieu d u o c giai thieh bbi 05 n h a n tb.
Unstandardized Coefhdents
,.Uil.UMII.|J!M.ILJIJii!l.ll.llli
Coeffidentsa Standardized
CoefTidents Std. Beta
Sig. Collinearity Statistics
Tolerance Error
1 (Constant) .387 .129 3.004 .003 DVDD .318 .036 .347 8.903 .000 .577 GODV .021 .030 .027 .686 .494 .553 GDTT .075 037 .086 2 012 .045 .477 ATBM .448 .035 ,530 12.902 .000 .519 THNH .033 .035 .035 .937 .349 .614 R=0.866; R2=0.750; R2 hieu chinh=0.746; SigAnova=0.000; DW=1.955
Nguoii Nghien Ket qui phan tich hoi quy
Ket qua p h a n ticb boi quy cho thay, 03 bien dbc lap:
dicb v u da dang, giao dien than thien, an toan bao mat CO sig n h b h o n 0,05 eb anh h u b n g den su hai long a i a khach hang khi sii d u n g dich vu E-Mobile Banking a i a Agribank ehi nhanh Tra Vinh, 02 bien cbn lai giai dap dieh vu va tbuong hieu ngan hang khbng eb y ngbia trong mb hinh d o sig kie'm dinb t Ion h o n 0,05 GiSi phap rtSng cao sU hai long cua khach hang sCrdung djch vu
Vbi cac ket qua ngbien c u u n e u tren, tae gia de xuat, d e n a n g cao s v bai long ciia khach bang sii d u n g dich v u E-Mobile Banking, Agribank cbi n h a n h Tra Vinh c'an t h u c hien mot so giai phap:
Ooi vdi an todn vd bdo mat
N g a n hang can dau t u xay d u n g va pbat trien he thbng cong nghe thbng tin tbeo m b hinh xii ly tap trung, hien dai, b^ thong cbng nghe thbng tin n g a n hang eb quy mo, toe do xii ly, tbng lupng giao dieh, miie dp hoan cbinb va an toan eao so vbi trong nube va k h u vuc; Tiep tue dau t u nang cap eo sb ha t'ang cbng nghe, m b rbng bang thbng, lap dat them d u b n g truyen de d a m bao chat lugng truyen thong va truy cap dli' lieu, tranb tinh trang rbt mang, thue hien online toan he thong de tao thuan tien cho khaeh hang khi sii dung; Hpe hbi kinh ngbiem ve bao mat b eac nuoc da va d a n g pbat trie'n dieh vu E-Mobile Banking nbi rieng va dieh vu thanh toan mobile banking nbi chung...
Ooi vdi djch vu da dgng
Da dang hba cae san pham ngan bang nbi chung va E-MobUe Banking nbi rieng, phat trien them eac tinh n a n g mbi d o n g thbi thiet ke nhiing dieh vu mobile
2.097 1.925 1.628
^ i w S ^ ' v W I ' " " ui?fi>jE}irTnTtoTri3^7:r]
banking da t i | n ich nham toi da hba vi?c sii d u n g dich vu; Tang cubng m b rbng h o p tac vbi da dgng cac nha eung cap dich vu nh&n t^o ra nhieu bp san p h a m trpn gbi hb trp tbi da n h u c'au khaeh hang. Dich vv E-MobUe Banking cang da d a n g thi se eang thuan tien cho khach bang khi Sli d u n g dich vu; Han ehe va khae phue toi da cac loi he thong con ton tai. T h u b n g xu>en m b cac khba dao tao n g a n hgn ve d i d i vu E-Mobiie banking cho nhan vien de kip thbi cap nhat dupe nhiing thay dbi ciing n h u ky n a n g giao tiep, ky nang giai quyet cac v&i d'e; Djch vu E-MobUe Banking hoat dpng 24/7 nen can cb dieh vu h b trp khach hang giai quyet su co ngoai gib hanh ehinh.
Doi vdi giao diin ngUiti dung
Ngan hang can thubng xujen eai tieh giao dien mbi, vbi mau sac nang dbng, thiet ke tre trung, sinh dpng, cac tinh nang dupe sap xep khoa hoe, eb he thbng nham mang tbi mot ling d u n g tbi i m va than tbien h o n vbi ngubi diing; Thubng xuyen thue hien cac cupc khao sat de lay y ki&i ciia khach hang danb gia va gbp y eiia khach hang ve giao dien ciia E-Mobile Banking giiip ngan hang ngay cang hoan thien giao dien, bo sung cac tinb n a r g hiiu ich cho khach hang khi sii diing dieh vu. V Tai lieu t h a m k h a o :
;. Nguyen Hoang Ha (2016), lighten ciTu sU hoi long ciJo khach hang vedich vu internet banking cua Hgan hbng TI</iCP Cong Thuang chi nhanh Gia Lai, Lugn van Thaesy Kmh te, Dai boc Bo Nang;
2 Mai Thuy Hang (2018), Phan tich cdcyiu to dnh hi/dng den sg hdi long ciia khach hang ca nban khi sH dung dich vu intemet banking tai cdc ngan hong tren 3ia ban TR Ho Chi Minh. Lugn van Thgc sy Kinh te, Bgi hgc Kmh te TP. Ho Chi Mmh;
3. Trdn Pham Km Himg (2018). tidng cao sg hai long eua khdch hang vechdt img dich vu ngdn hang dien ti} tgi Agribank chi nhdnh Qudng Tri. Lugn van ThgcsyKinh te. Dgi hoc Hue;
4. Hair,}. F..J1, Anderson. R. £.. Tatham. R. L. & Black. W. C. (1998). Multivariate data analysis (Sth ed.), Boston, MA: Pearson Education Inc;
5. Khan A. G.. and Lima R. P, MahmudM. S., (2018), Understanding the service quality and customer satisfaction of mobile banking m Banlodesh- Using a Struaural Eguation Model, Global Business Review.
T h o n g t i n tac g\h:
Nguyen Hang Phuc, Hoc vien cao hoc. Trtfdng Dgi hgc Tra Vinh Email: phuctientrieti§igmail.com
