TAP CHi CONG THIflfNG
CHAT LIT0NG DICH VU CHO VAY TIEU DUNG CUA CAC NGAN HANG THlJOfNG MAI CO PHAN
TREN DIA BAN THANH PHO HA NOI
"PHUNG VIET HA
TOM TAT:
Vdi chien Iffde tap trung pbdn khuc khdch hang bdn le, cae ngan hang thffdng mai cd phan rdo rid't thffc hidn ddng bg cde gidi phdp nham thuc day cho vay khach hang ea nhan, md rpng cho vay tidu dung. Tuy nhidn, sff tang trffdng doanh sd eho vay tidu dung khdng dat dffde nhff ky vpng lai ede dd thi. Bai vie't nghidn cffu cha't Iffdng dich vu cho vay tidu diing bang md hinh Serverqual cua Parasuraman, gdi y cd can eff khoa hpc cho cac giai phdp md rgng cho vay lieu dung tai cdc ngan hdng thifdng mai ed phdn trdn dia ban Ha Ndi.
Tiif khoa: Cho vay tidu dung, cdc ngdn hang thffdng mai cd phdn, tiianh phd' Hd Ndi.
1. Tinh cap thie't cua van dd nghien cu'u Viet Nam la qud'e gia cd dac thu dan sd' tre, dac thu ddn so Id nguydn nhan cd ban eua sff thay ddi nhu eau tidu dung eua cd nhdn va hd gia dinh.
Cho vay lieu dung eua eac ngan hang thffdng mai (NHTM) da gdp phan cai thien cudc sd'ng cua ddn eff dd tbi, dap ffng nhu can tidu dung da dang cua dan cff. Ddng gdp tff boat ddng cho vay khdch hang ea nhdn vdo ke't qua kinh doanh cua cde NHTM khdng nhd, rui ro dffde pbdn ldn, Do vdy, cac NHTM cd phan tap trung vao phan khiic khdch hang cd nhdn, thffe hidn nhieu giai phdp ddng bg thuc day hoat ddng cho vay tieu dung.
Trong bd'i canh canh tranh trong hoat dpng tin dung ban le gay gat, cai thien cha't Iffdng djch vu ed y quye't djnh de'n chie'n Iffdc md rdng eho vay tidu dung cua NHTM.
Nghien cffu dffde thffe bidn gdm 2 giai doan: (i) nghidn cffu sd bp dffde thffc hidn thdng qua phu'dng phdp ngbien effu dinb tinh vd nghien effu dmh Iffdng. Nghien effu dinb tinh dffde tie'n hdnh tham khao y kie'n chuyen gia, nha lanh dao tai mdt sd'
chi nbdnh ngdn hdng thifdng mai cd phan trdn dja bdn thdnh phd'Ha Ndi ve tidu chuan do Iffdng cha't Iffdng djch vu eho vay lieu dung, tham vd'n y kie'n ve bang eau hdi va md hinh nghidn effu; (ii) Giai doan 2 Id nghidn effu ehinh thffe du'dc thffc bidn bang phffdng phap nghien cffu dinh Iffdng tid'n hanh ngay khi bang cdu bdi difdc ehinh sffa tff ke'l qua nghien cffu sd bd, nghidn cffu nay nhdm thu tbdp, phan tich dff lidu khao sdt, cung nhff ffdc lu'dng va kiem dinh md hinh nghidn cffu. Tde gia da khao sat cha't Iffdng dich vii cho vay tieu dung ciia mdt sd' ehi nhdnh ngdn hang tren dia ban thdnh phd' Hd Ndi bao gdm Ngdn hdng Thffdng mai cd phan A Chdu, Ngan bang Thffdng mai cd phan Qud'c te' vd Ngan hdng Thu'dng mai eo phan Viet Nam Tbinh vffdng; khdo sat dffde thffc hien tff thang 12/2018dd'n thdng 4/2019.
2. Md hinh nghidn cu'u
Theo Zeithaml, Parasuraman &Berry, (1988) ddn theo Bexley J.B (2005) Parasuraman va cdc edng sff da khdm phd ra khdi niem chat Iffdng djch vu bang vide xdy dffng md hlnh chd't Iffdng
2 8 4 So 9 - T h a n g 5/2019
TAI GHINH-NGAN HANG-BAO HIEM
SERVERQUAL vdi 5 thanh phdn cd ban cua ehd't Iffdng dich vu:
- Phifdng tien hffu hinh (ky hieu HUUHINH):
Do Iffdng mffe do ha'p ddn, hien dai cua ede trang thiet bi vat chd't, gid phuc vu thich hdp, eung nhif trang phuc cua nhdn vien phuc vu.
- Mffc dd ddng cam (ky hieu DONGCAM): Do Iffdng kha nang quan tam, thdng cam va cham sdc tifng ca nhan khdch hdng.
- Ndng lffc phue vu (ky bidu NANGLUC): Do Iffdng khd ndng tao sff tin tffdng vd an tdm cua khach hdng.
- Mffc dp ddp ffng (ky hieu DAPUNG): Do Iffdng kha ndng thffc hien cde djch vu.
- Mffc do tin cay (ky hidu TINCAY): Do Iffdng mffc do thffc hien ede cam ke't ve dich vu da de ra tao sif tin tffdng cho kbdeh hang.
Phidfng ti^n hdu hinh
Cha't Iffdng san pham dich vu cho vay tieu dung cd md'i quan he vdi cdc cd sd vat chd't hien hffu bao gdm: trang phuc nhan vien ngan hang, ed sd ha lang tai cdc cbi nhdnh khang trang. hien dai. Nhff vay, dd'i vdi khdch hdng thi cam nhan nhffng phffdng tidn hffu hinh nay cua ngan hang cang td't thi chd^t Iffdng cua san pham dich vu cdng gia tang, khaeh hang se edng ed sff thda man hdn. Gia thuyd't dau tien dffde de nghi nhff sau'
Hj.j: Khi phu'dng tidn hffu hinb difde khdch hang danh gid tdng hoac giam thi sff thda man khach hdng se tang bode gidm tffdng ffng.
MUtc dp ddng cdm
Sff ddng cam cua doanh nghiep cung ea'p dich vu dd'i vdi khdeb hang eung cd tae ddng dd'n khdch hdng, ldm hg nhin nhan ehd't lu'dng djch vu san pham eao hdn. Sff ddng cam the hien sff d sff quan tdm eham sdc khdch hang, ldng nghe va lie'p thu y kid'n khdch hang mgi luc, mpi ndi eua ngan hdng, dnh hffdng dd'n sff thda man cua khdch hang. Nhff vay, ed the' phdt bieu gia thuye't thff 2 nhff sau:
Hj.j: Khi mffc dp dong earn dffde khdch hdng ddnh gia tang hoac giam Ihi sff thda man khdch hang se tang hay gidm tffdng ffng.
Ndng Itfc phiJic vif
Ngan hdng cung ea'p san pham dich vu cho vay tieu dung, nang lffc phue vu the' hidn d trinh dd chuyen mdn, phong cdch phuc vu, tinh chuydn ngbidp cua nhan vidn va cdn bp ngdn hang. Khach hdng se ddnh gid cao hdn ve cha't lu'dng dieh vu khi ngan hang cd dpi ngu nhan vien cd trinh dp cao, phuc vu khaeh bang mdt each tan tmh ehu
dao.Do do, gia Ibuyet nghien cffu thff 3 dffde dffa ra nhff sau:
H].3: Khi nang life phuc vu dffde khdch hang ddnh gid tang hodc giam thi sif thda man khdch hdng se ldng hoac giam tu'dng tff.
Mde dp ddp dng
Sff dap ffng eua ngan hang cung cd'p san pha'm dich vu dd'n kbdeh hang the hidn sff san sang phue vu mdt edeh kip thdi va dung luc dd'n kbdeh hdng, bao gdm cdc lieu ehi ve thdi gian phuc vu, quy md mdn vay. Nhu vdy, gia thuye't thff 4 dffde phat bieu nhff sau:
H].4: Khi mffe dp ddp ffng difdc khdch hdng ddnh gid tdng hodc giam thi sff thda man khaeh hang se tang hoac giam tffdng ffng.
Su tin cqy
Sff tin cay eua khaeh hang la mdt trong so' nhffng yd'u id de danh gid dich vu ed td't hay khdng, can cff vdo thdng tin cua ngdn hang ve tinh ndng, ffu dai eua san phd'm, thdng tin vd dd'i tae lidn ke't eua ngdn hang (tap dodn bdn le, chu dau tff ede dff dn ba't dgng sdn...) phdi chinh xac, vd ede bdn phai thffc hidn theo dung cam ke't trdn td rdi quang cao ve sdn pha'm cho vay tidu dung. Gia thuyd't thff 5 dupe difa ra:
Hj.g: Khi mffe do tin cay dffde khdeb hdng ddnh gia lang hoac giam tbi sff thda man khdch hang se tdng hodc giam tffdng ffng.
Cdm nhdn gid cd
Theo Fomel (1996), yd'u td'dau tidn xdc dinb sif thda man kbdeh hdng Id cha't Iffdng edm nhan, yeu td thff hai la gia ca cam nhdn. Sif thda man khdch hang la ke't qua cua cam nhan ve gia tri nhdn dffde cua khdch hang, trong khi gia tri difdc do bang md'i quan he giffa cha't lifdng dich vu cam nhdn vd gia cd dich vu (HaIIowe!,1996), Dffa theo nhffng djnh nghia tren, gid thuye't rang giffa cam nhan thoa man gid ea vd mffc do thda man kbdeh bdng ed quan he ddng bid'n, cu the:
Hj.g: Khi cam nhan gid ea dffde khdeb bang thda man eao hay tha'p thi sff thda man khdch hdng se tang hoac giam tffdng ffng.
Tff thang do SERVQUAL cua Parasuraman (1988) vd sau khi ngbien cffu sd bd, nghidn cffu eo nhffng dieu chinh va bd sung sau:
Thanh phan phffdng tidn bffu hinh (HUUHINH) dffde do bang 7 bid'n quan sdt, tff bie'n quan sdt ed ma sd huuhinhl dd'n huuhinh7.
Thanh phan Ddng cam (DONGCAM) bao gdm 7 bie'n quan sat, tff bie'n quan sat ed ma so'
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TAP CHl CONG THKDNG
Dongcaml de'n Dongcam?.
Thdnh phan Nang Iffe phue vu (NANGLUC) bao gdm 4 bie'n quan sat, tff bid'n quan sat ed ma so' Nanglucl de'n Nanglue4.
Thdnh phan Dap ffng (DAPUNG) bao gdm 5
bie'n quan sdt, tff bid'n quan sat cd ma so' Dapungl de'n DapungS.
Thdnh phan Tin cay (TINCAY) bao gdm 7 bie'n quan sdt, tff bid'n quan sat cd ma so Tineayl de'n Tineay7.
Bang 1. Mo hoo dQ lieu
STT 1 Klhi^u Dieh giai HQU HiNH 1
2 3 4 5 6 7
huuhinhl Huuhinh2 HuuhinhS Huuhinh4 HuuhinhS Huuhinhe Huuhinh7
Cac chi nhanh cua ngan hang dUdc dau tu cd sd v§t chat hien dai, ti^n ich cho Ithach hang Nhan vien cua ngan hang co trang phuc gpn gang, lich sy
Ngan hang co cac chinh sach iai sua't da dang cho tdng ddi tffdng Ichach hang Khong gian giao djch sach se, tien nghi
Dia diem d VI tri thuan Ipi
He thdng ddi lac kinh doanh trong ITnh vuc ban ie cd mang Iudi kinh doanh. cham sdc khach hang rdng Idn
He thdng phong giao djch rgng khdp DSNG CAM 8
g 10 11 12 13 14
Dongcaml Dongcam2 Dongcam3 Dongcam4 Dongcam5 DongcamS Dongcam7
Nhan vien cua ngan hang ludn phuc vu khach hang nhanh chdng ktp thdi NhSn vien CLia ngan hang ludn san sang giup dd khach hang Nhan vien ngan hang hudng dan thu tuc cho khaeh hang day du va de"hid'u Nhan vidn ngan hang ludn giai dap nhanh chdng cac yeu cau cua khach hang Nhan vien ludn lang nghe va tu van day du, phu hap vdi dac thu khach hang Ngan hang ludn tdn trpng va bao ve quyen Igi ciia khach hang Ngan hang luon lang nghe cac phan hoi Iff khach hang
NANG LLfC PHUC VU 15
16 17 18
NL1 NL2 NL3 NL4
Nhan vien ngan hang phuc vu khach hang lich thiep, nha nhan Nhan vien ngan hang xd Ii nghiep vu nhanh chong, chinh xac
Nhan vien ngan hang ludn cung cap cac thdng tin dich vu can thiet cho khach hang Nhan vien ludn cd tinh than trach nhiem cao trong cong viec
DAP O N G 19
20 21 22 23
Dapungl Dapung2 Dapung3 Dapung4 DapungS
Ngan hang ludn the hien sy quan tam den ca nhan khach hang Khach hang khdng phai chd dpi lau de dUdc phuc vu Ngan hang dap ffng day du nhu cau vay tieu diing
Khi khach hang co phan hoi cho den khi duoc nhan vien ngan hang giai dap r^t nhanh chong Nhan vien hd'trd giai quyet van de tff xa 24/7
TIN C A Y 24
25 Tineayl Tincay2
Ngan hang va cac ben ddi tac lien ket thyc hien cam ketvdi khach hang ca nhan diing nhu nhQng gi da gidi thieu
Ngan hang ludn bao mat thdng tin khach hang '
TAI GHlNH-NGAN HANG-BAO HIEM
STT 1 K(hi6u 26 ' TincayS 27 28 29 30
Tincay4 TincayS TincayB Tincay7
Dieh giai
Ngan hang ludn giai quyet cac van de khieu nai mot each thda dang
Ngan hang dUdc khach hang tin nhiem trong tu van nha cung cap san pham, djch vy He thdng phong giao dich hoat dpng td't
Phi djch vy va lai suat ludn duoc tinh diing nhu hop dong Khach hang tin tudng tuyet doi vao hdp dong da cam ket
GIACA
sn
1 2 3
Kfhldu Giacal Giaca2 Giaca3
Dien giai Lai suat hdp ly
Chi phi djch vy hop ly Khuydn mai uu dai
THOA MAN
sn
1 2 3 4
Kf higu Thoamani Thoaman2 ThoamanS
Thoaman4
Dieri giai
Khach hang danh gia cd sd vat chat ciia ngan hang la rat tdt, rat hien dai Khach hang danh gia chat luong cho vay tieu dung la rat tdt
Chat luong dich vu cho vay tieu diing dang sd dung xdng dang vdi chi phi ma khach hang chi tra
Nhin chung khach hang hoan toan hai Idng vdi ehat lUOng djch vy cho vay tieu dung dang sLidyng
3. Kd't qua nghien cffu
Cuoc khao sat dffde thffe hidn trong giai doan tff thdng 11 nam 2018 dd'n thang 4/2019 (edng eu Google Docs), ke't qua khao sdt thu ve du'dc 928 phie'u. Sau khi loai di eae phid'u trd Idi khdng dat yeu cau vd ldm saeb dff lieu, mdu nghien effu cdn lai cd dffde vdi 800 phie'u difde chon.
Kiim dinh mo hinh do lUdng
Ket qud kiem dinb dd tin cay Cronbach Alpha cdc thang do cho tha'y ta't cd cac thang do deu dat ydu cau ve do tin edy. Cdc he
sd tffdng quan bid'n-tong cua cdc thang do dieu cao hdn mffc cho phep (ldn hdn 0,3) do do td't ea cdc thang do ddu dffde dffa vao phdn tich nhan td kham phd (EFA) trong bffdc tie'p theo. Bang 2.
Phan tich nhdn to khdm phd (EFA)
Todn bo cac bid'n quan sal dffde dffa vao pbdn lieh nhan to kham phd (EFA), de gidm bdt hay tdm tat dff lidu va tinh dd tin edy (Sig) eua
ede bid'n quan sdt cd quan he chat ehe vdi nhau hay khdng. Mot sd'lidu chuan md ede nha nghien effu can quan tam trong phan tich nhdn to' khdm pha (EFA) nhif sau: (1) he sd KMO (Kaiser- Mayer-Olkin) > 0.5 va mffe y ngbia eua kiem dinb Bartlett < 0.05; (2) hd so' tai nhan to' (Factor loading) > 0.4, neu bie'n quan sal ndo cd be so' tai nhan to' < 0.4 se bi loai; (3) thang do dffde chd'p nhdn khi long phffdng sai trich > 50%; (4) hd so' eigenvalue > 1 (Gerbing va Anderson, 1998); (5)
Bdng 2. Tong hdp ke't qua phan tich chat liidng thang do bdng he so Cronbach Alpha
STT 1 2 3 4 5 6 7
Nhom bien PhUdng Bin hOu hinh (HUUHiNH) Dong cam (DONGCAM) Nang iuc phuc vu (NANGLUC) Bap Ung (DAPUNG) Tin cay (TINCAY) Gia ca cam nhan (GiACA) Su thoa man l<hach hang (THOAH/iAN)
So bien 7 7 4 6 7 3 4
Cronbach Alpha 0.779 0 873 0 852 0,816 0.831 0 721 0.788
So 9-Thang 5/2019 287
TAP CHl CONG THIflfNG
khae bidt be so tdi nhan to eua mot bie'n quan sat giffa cdc nhdn td'> 0.3 de tao gia tri phan biet giffa cae nhdn l6'(Jabnoun va AI-Tamimi, 2003).
Kd't qud phan tieh nhan to' kham phd (EFA) eho thd'y ta't ca 30 bie'n quan sdt trong 05 thanh phan cua thang do cha't Iffdng dich vu cho vay tieu dung bi phan tdn thanh 06 nhdn to. Thanh phdn de do Iffdng cam nhdn gid ed bao gdm 3 bid'n quan sdt vdn giff nguyen 01 nhan to', tai he so'Eigenvalue = 1,074 va phffdng sai trieh du-de Id 60,231%. Tuy nhidn, bid'n Dongcam? (thang do ddng cam) do cd he sd tai nhdn to' giffa ede nhan to' gan bang nhau (he sd tai nhdn to'i Id 0.441 va he sd'tai nhdn to 2 la 0.456), nen bie'n nay bi loai.
Sau kbi loai bid'n Dongcam?, ke't qud EFA ciing trieh dffde 6 nhan to'lhang do ehd't Iffdng dieh vu cho vay tieu dung vd 01 nhdn to'do Iffdng cam nhan gid ca. He so' KMO = 0.943 ndn EFA phu hdp vdi dff lieu va thdng kd Chi-quare cua kiem dinb Bertlett dat gia tri 7075.78 vdi mffc y nghia 0.000;
do vay ede bid'n quan sdt cd tffdng quan vdi nhau xet trdn pham vi tdng the; Phu'dng sai trieh dffde la 60,765% thd'hidn rdng 7 nhan td'rutra dffde gidi thich 60,765% bie'n thidn cua dff Heu, tai he so' Eigenvalue = 1.061. Do vay, cdc thang do rut ra Id eha'p nhan dUdc. Cdc thang do ed bie'n quan sdl bi EFA loai, he so'Cronbach Alpha dffde linh lai, ke't qua cung dat du'dc ydu eau ve do tm cay.
Nhff vdy, thang do chd't lu'dng dieh vu eho vay tidu diing tff 5 thdnh phan nguydn gd'c sau khi phdn tieh nhan td khdm phd EFA thi dffde tdch ra thdnh 6 nhdn to' vdi 29 bie'n quan sdl. Thanh phan do Iffdng cam nhdn gia ca vdn dffde giff nguyen 01 nhdn to' vdi 3 bid'n quan sdt. Cdc nhan to' trich ra deu dat do tin eay va gid in can thie't.
Nhff vay, eac kd't qua thu dffde tff do tin eay Cronbach Alpha va phdn tich nhan td'khdm phd EFA d trdn cho thd'y thang do cac khdi niem nghidn effu deu dat ydu cau ve gia tri vd dp tin eay.
Dieu chinh md hinh nghien cdu tit ket qud EFA Md hinh nghien effu didu chinh sau khi phan lieh nhdn to' khdm pha (EFA) vd cde gia thuyd't nghidn cffu can phai dffde kiem dmh bang phifdng phdp phan tieh hdi quy, Phffdng phap thffe hien hdi quy Id phffdng phap dffa vdo ldn Iffdt (Enter), day Id phffdng phap mac dinh trong chffdng irinh.
De ddnh gia mffc dp phil hdp eua md hinh, cdc nhd nghien effu sff dung he so' xdc dinh R^ (R- quare) de' ddnh gid mffc do phii hdp cua md hinh nghien effu, he so xdc dinh R^ dUde chffng minh
la ham khdng giam theo so'bien doc lap dffde dffa vao mo hinb, tuy nhien khdng phai phffdng trinh cang cd nhidu bid'n se cdng phii bdp vdi dff lieu, R^ cd khuynh hffdng la mdt yd'u to' lac quan cda thffdc do sff phu hdp cua mo hinh dd'i vdi dff lidu trong trffdng hdp ed 1 bie'n giai thich trong md hinh. Nhff vdy, trong hdi quy tuyd'n tinh bdi thffdng dung he so' R-quare dieu chmh dd ddnh gia do phu hdp cua md hlnh vi nd khdng thdi phdng mffc do phil hdp cua md hlnh. Bdn eanb dd, can kiem tra hien tffdng tffdng quan bang he so' Durbin - Watson ( l<Durbin - Watson < 3) va khdng cd hidn tffdng da edng tuyd'n bang he sd phdng dai phu'dng sai VIF (VIF < 2.5). He sd Beta chud'n hda difdc diing de danh gid mffc do quan trong cua tffng nhdn to', he so'Beta chud'n hda eua bie'n ndo eang cao thl mffc dp tdc ddng cua bid'n dd vdo sff thda man khdch hang cang ldn.
*Anh hudng cua cdc thdnh phdn thang do chd't lupng dich VH, cdm nhdn gid cd de'n sU thda man khdch hdng.
Ke't qua hdi quy tuye'n tinb boi cho thd'y be so' xac dinh R- (R-quare) la 0.600 va R^ dieu chmh (Adjusted R-quare) la 0.595, nghia Id md hinh tuyd'n tinh da xdy dffng phii hdp vdi tap dff lidu de'n mffe 59,5% (hay md hinh dd giai thieb dffde 59,5% sff bie'n thidn eua bid'n phu thuoc sff thda man khdch hang). Tri so' thd'ng kd F dat gid Iri 104.566 difdc tinh tff gia tri R-quare eua md hinh day du, tai mffc y nghTa Sig = 0.000; kidm tra hien iffdng tffdng quan bdng he so' Durbin - Watson (1< 1.844 < 3). Nhff vdy, md hinb hdi quy tuyd'n tinh bdi dffa ra Id phu hdp vdi md hinh va dff lieu nghien cffu. Bang 3.
Tff Bang 3 cho tha'y rang td't ea 6 nhdn id thudc eha't lifdng dich vu san pha'm vd nhan to' cam nhdn gid cd deu ed tdc ddng dffdng (he sd Beta dffdng) dd'n sff thoa man khdch hang (THOAMAN) vdi mffe y nghia Sig = 0.000 (ra't nho). Do dd, nghidn effu ed the ke't luan rang cac gid thuyd't H l - 1 , HI-2, Hl-3, Hl-4, HI-5, Hl-6, H1-7 dffde chd'p nhan. Phffdng tnnh hdi quy dd'i vdi cac bid'n cd he so'ehffa ebud'n boa ed dang nhff sau:
F = 0.292XI-H 0.228X2 + 0.423X3 + 0.219X4 -h 0.208X5 + 0.405X6 -i- 0.247X7 Trong do
F: Sff thoa man khdch hang (THOAMAN);
XI: Sff ddng cam (DONGCAM);
X2: Ddp ffng dich vu (DAPUNG);
288 So 9-Thang 5/2019
TAI CHI'NH-NGAN HANG-BAO HIEM
Bong 3. Cdc thong so cua tCrng bien trong phiicfng trinh hoi quy
Mo hlnh
1 Bien
(Hang so) DONGCAM DAPUNG TINCAY HUUHINH NANGLUC DICHVU GIACA
He so (Coefficients) H$ so chiia chuan hoa
B -1.6E-16
0.2923 0.2279 0.4230 0 2189 0.2082 0.4053 0 2467
Std.Emir 0.029 0.029 0.029 0.029 0.029 0.029 0.029 0.029
H$ so chuan hoa Beta
0 292 0.228 0.423 0.219 0.208 0.405 0.247
T
0.000 10.205 7.967 13.373 7.644 7.269 14150 8613
Sig.
1.00 0.00 0.00 0.00 0.00 0.00 0 00 0.00 Bien phu thuoc: THOAIMAN
X3: Mffe dp tin cay (TINCAY), X4: Phu-dng tidn hffu hinh (HUUHINH);
X5: Ndng Iffc phue vu (NANGLUC);
X6: Dieh vu (DICHVU);
X7. Cam nhdn gid ea (GIACA);
4. Kd't luan
Kd't qua nghien cffu iff md binh hdi quy. mffc dp anh hu'dng eua eac yeu to tde ddng quyd't dinh de'n sif thda mdn kbdeh hdng (THOAMAN), trong dd nhan td danh muc dich vu vd mffc dd tin eay cd tdc ddng manh nha't de'n sff thda man eua khaeh hang.
Mffe dp anb hffdng cua cdc nhan to'eon lai khong cd sff kbdc biet va cd mffc anh hifdng khong cao tdi chat Iffdng dich vu cho vay tieu dung.
Day manh cho vay ddu dCing, ehd't lu'dng dieh vu eho vay lidu dung can difdc eai thidn, trong do
tap trung vao mffc tin cdy vd danh mue dich vu, mffc tin edy difdc danh gia dffdi ngffdng trung binh ( 2,167); cdc NHTM cd phan can tap trung hodn thidn danh mue dieh vu, nang cao mffc tin eay cua khdch hdng trong sff dung dich vu eho vay tidu diing. Viee Iffa ebon ddi tdc tin cay, ed du ndng Iffc phdp ly, nang life cung ffng, ed y nghTa quyd't dinh.
Mat khae, sff ddng cam, thau hieu cua nhan vidn quan bd khdch bang ddi vdi nhu cdu cua khdeb hang ed y nghia quan trong trong cai tbien chd't Iffdng dich vu. Vdi he sd'trung binh eua chi tidu nay dffde ddnh gid chi dat ngffdng 2,973, dat ngffdng trung binh;
Cdc ngan hang can tap trung dao tao, bdi du'dng nhdn vien ve kid'n thffe san pham, ky ndng lang nghe vd cam thdng de tff vd'n dung vd day du, ddp ffng ydu eau ciia khdch hdng •
TAI LIEU THAM KHAO:
/. Cronin, J.J, and Taylor, S.A., 1992. "Measuring sen'ice quality: A reexamination and extension". Journal of Marketiing Vol 56, p 55-68.
2. Lehlinen, U. 1982, "Sennce quality: A study of quality dimensions. Working paper". Service Management Institute, Finland
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3. Parasuraman, A.. V.A Zeithaml, & L.L. Berry (1985). "A concept model of service quality and its implications for future research", Journal of Marketing, Vol. 49. p.41-50.
4. Parasuraman, A.. V.A Zeithaml. V.A and Bery. L.L. (1988). SERVQUAL: a multi-item scale for measuring consumer perceCSions of Ike service quality. Journal of Retailing, Vol 18. p.29-36.
Ngay nh5n bai: 10/4/2019
Ngay phan bien danh gia va sufa ehiJa: 20/4/2019 Ngay chS'p nh$n dang bai: 30/4/2019
Thdng tin tdc gid:
TS. PHUNG VIET HA TrUdng Dai hoc ThUdng mai
THE QUALITY OF CONSUMER LENDING SERVICES OF JOINT-STOCK COMMERCIAL BANKS IN HANOI
• Ph.D PHUNG VIET HA Thuongmai University
ABSTRACT:
With strategies of focusing on retail customers, Vietnamese joint-stock commercial banks are aedvely implementing synchronous solutions to promote individual customer loans products and expanding consumer loans sector. However, the consumer lending sector's growth in urban areas is not as good as expected. This article is lo study the quality of consumer lending services by Serverqual model of Parasuraman, thereby proposing suggestion for expanding customer lending services of joint-stock commercial banks in Hanoi.
Keywords: Consumer loans, joint stock commercial banks, Hanoi city.
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