TAP CHi CONS THlTdNB
IfNG DUNG MO HINH IPA
NHAM PHAT TRIEN SAN PHAM CHO VAY MUA 6 TO TAI NGAN HANG TMCP DAU TlT VA PHAT TRIEN VIET NAM
- CHI NHANH TRA VINH
• LE TRUNG HIEU - LE THI THANH THUY
TOM TAT:
Nghidn ctfu diTdc thtfc hi6n nham xac dinh ly do khdch hang chgn dich vu cho vay mua 6 to va d^ xud't m6t s6' giai phdp nhdm phdt trien dich vu cho vay mua 6 to doi vdi khach hang cd nhdn tai Ngan hang TMCP Dau tti va Phat trien Viet Nam - Chi nhdnh Trd Vinh (BIDV Trd Vinh). K6't qua cho thd'y cac chi tidu: An toan khi giao dich; thong tin khach hang luon dtfdc bdo mdt tuy$t d6'i; nhdn vien thao tdc nghi$p vu nhanh chinh xdc; thSng tin ve san phim, dich vu day du, d6 hieu; ngan hang thtfc hien dung thcfi gian giao djch; nhan vien gan gui vdi khdch hang (tan sua't Hen lac thtfdng xuyen); nhan vien biet lang nghe vd thau hieu khach hang Id nhffng chi tidu vtfa c6 mtfc d6 quan trgng cao va cd mtfc d5 thtfc hidn cao md BIDV Trd Vinh can ti^p tuc duy tri vd tdp trung phat trien.
Tuf khoa: Mo hinh IPA, san pham cho vay, mua 6t6, Ngan hang TMCP D^u ttf vd Phdt tri^n Viet Nam, BIDV, tinh Trd Vinh.
l.GioTi thieu
Vide sd hifu 6 to lam phtfdng tien di lai, kinh doanh ngay cdng trd thdnh nhu cau thie't ye'u cua nhi^u ngtfdi dan Viet Nam. Trong nhffng nam trtfdc day, so'ngan hang cd dich vu cho vay mua xe 6 to rat it thi ndm 2019, gin nhtf td't ca cdc ngan hdng tai Viet Nam deu co them dich vu cho vay mua xe vdi lai sua't dac bidt tfu tidn ngtfdi tieu dung. De khdch hdng dd dang hien thtfc hda nhu cau nay, cdc ngan hang da dtfa ra rd't nhieu chtfdng trinh hd trd vay vd'n vd tfu dai hd'p dan.
Qua do cho tha'y cudc dua cho vay mua xe 6 td giffa cac ngdn hang dang ndng len ttfng ngdy va khdng cd hdi kd't.
Dd'i vdi BIDV dd trien khai rat nhieu gdi tlji dung vay mua d td va thdi gian vay td'i da len de'n 84 thdng. Cd th^ vay tdi 100% gia tri chiec xe ban mudn sd hu^. Vdi each tinh ldi vd Iai sua't vay mua xe BIDV dtfdc cho Id khd tdt cho ngtfdi tidu diing, vdi chd't Itfdng dich vu hang dau, BIDV la stf Itfa chgn thdng minh cua nhilu ngtfdi tieu diing
Trong nhieu ndm qua, BIDV Iudn chu trgng phat trien boat dgng ngan hdng ban Ie vd da dat dtfdc nhii'ng thdnh cdng nhat dinh. Dd Id dgng Itfc de BIDV Tra Vinh riep tuc day manh muc tieu phdt trien boat ddng cho vay do'i vdi khach hdng cd nhan, htfdng de'n Id Chi nhanh dau tdu ve ban le tai Trd Vinh. Ban lanh dao Chi nhdnh da xac dinh
3 0 2 So 2 - T h a n g 2/2020
TAI CHiNH-NGAN HANG-BAD HIEM
nang cao hieu qua boat dgng cho vay khach hang cd nhdn Id nhidm vu trong tam, cd tinh chie'n Itfdc lau dai dam bdo an toan vd hieu qud trong thdi diem hien nay. Trong do, san pham cho vay mua d td la mdt trong nhi?ng san pham dtfdc chu trgng.
Chinh vi ly do dd, nghien ciJu "Ung dung md hinh IPA nham phdt trien sdn pham cho vay mua d td BIDV Tra Vinh" dtfdc ttien khai.
2. Cd sof ly thuyd't v^ M6 hinh IPA (Importance - Performance Analysis)
Md hinh IPA do Manilla & James xdy dtfng vao nam 1977 ve "Mtfc dd quan trgng va thifc hien dich vu ". Md hinh do Itfdng cha't Itfdng dich vu difa vao stf khac biet giffa y kie'n khach hang ve mtfc dd quan trgng cua cac chi tieu vd mtfc do thtfc hien cdc chi tidu cua nha cung tfng dich vu (I-P gaps).
Md hinh nay phdn loai nhffng thudc tinh do Itfdng chat Itfdng dich vu, cung cap cho nha cung tfng dich vu nhffng thdng tin bd ich ve diem manh, diem yd'u cua nhffng dich vu ma minh cung cap cho khach hang. Ti! dd, nha quan tri cung tfng dich vu se cd nhffng quye't dinh chien Itfdc dung dan de ndng cao cha't Itfdng dich vu.
K^t qua ttf stf phan tich mtfc do quan trgng vd mtfc dd thtfc hidn dtfdc the hien len sd dd IPA vdi tnjc tung (Y) thi hidn mtfc do quan trgng va true hoanh (X) the hien mtfc do thifc hien.
Hinh 1: Md hinh phdn tich mi^c dd quan ttgng vd thdc hifn djch vu IPA
Thap ' PHANI
Mtfc dd quan trpng cao Mtfc dd^dchi^n thap
"Tap trung phat tnen"
P H A N 3
Mtfc dd quan trpng cao Mtfc dd thuc hi$n thap
"Han che phat trien"
PHAN 2 MQcdd quan trpng cao Mtfc dd thuc hi$n cao Tiep tuc duy tri"
P H A N 4
Mtfc d$ quan trpng thap Mtfc dO thuc hi$n cao
"Giam su dau tu"
Thap Miic do thi/c hien
Phdn tu thd 1 (Tgp trung phdt trien): Nhffng thudc dnh ndm d phan ttf nay dtfdc xem la ra't quan trgng dd'i vdi khach hang, nhtfng mtfc do ditfc hidn cua nhd cung tfng dich vu rd't kem. Ke't qua nay giup cho nhd qudn tri dich vu cung tfng chu y nhffng UiuOc tinh nay, tdp trung phdt triin mtfc do cung tfng dich vu nhdm thda man khdch hang.
Phdn tuthd2 (Tie'p tuc duy tri): Nhffng thudc tinh ndm 6 phan ttf nay dtfdc xem la rat quan trgng doi vdi khach hang va nhd cung tfng dich vu cung da cd mtfc do the hien rd't td't. Nha quan tri cung tfng dich vu nen tid'p tuc duy tri va phat huy the'manh nay,
Phdn tu thd 3 (Hgn chi' phdt trien): Nhffng thudc tinh nam 6 phan ttf nay dtfdc xem la cd mtfc do the hien tha'p vd khdng quan trgng dd'i vdi khach hang. Nha quan tri cung tfng dich vu nen han che nguon Itfc phat trien nhffng thudc tinh nay.
Phdn tu thd 4 (Gidm sU ddu tU): Nhffng thudc tinh nam d phan ttf nay dtfdc xem la khdng quan trgng dd'i vdi khach hang, nhtfng mtfc do the hien cua nha cung tfng rat td't. Cd the' xem stf dau ttf qua mtfc nhtf hidn tai la vd ich. Nhd qudn tri cung tfng dich vu nen stf dung ngudn life nay tdp trung phat trien nhtfng thuoc dnh khdc.
3. Dff U^u va phtfdng phap nghidn ctfu 3.1. DUli^u nghidn cdu
Phtfdng phap phong van trtfc tiep dtfa vao bang cau hdi dtfdc stf dung trong nghidn ctfu nay nham ghi nhdn y kie'n ddnh gid cOa cdc khach hang dang stf dung san pham cho vay mua d td cua BIDV Tra Vinh.
Co sd xac dinh cd mdu td'i thilu can dat dtfdc tinh theo cdng thtfc n = 50 + 8*m (m: so' bien ddc lap) cua Tabachnick va Fidell (1996), cd mau tdi thieu can dat dtfOc la n = 50 + 8*5 = 90. Cd mdu cua nghidn ctfu ndy gd'p 1,5 Ian cd mlu td'i thieu la 135 mdu. So Hdu dtfdc thu thap theo phtfdng phdp chgn mlu thudn tien, phdng vd'n trtfc tie'p khdch hang stf dung san pham cho vay mua d td tai BIDV Trd Vinh.
3.2. PhUffngphdp nghien cdu
Nghien ciiru stf dung phtfdng phdp thd'ng kd md k^t hdp vdi phdn tich IPA de xac dinh mtfc dd quan trgng - mtfc dd thtfc hien va khoang cdch chat Itfdng dich vu cua cdc nhan td' thudc ve khdch hdng, ttf dd dtfa ra cac gidi phap phdt trien san ph£m cho vay mua d td tai BIDV Tra Vmh.
4. Kd't qua nghien cuTu
Theo kd't qua khao sdt khach hang vay mua d td tai BIDV Tra Vinh thi khach hdng Itfa chgn stf dung sdn pham dich vu cua Ngan hang do uy tin (40,4%), cha't Itfdng dich vu td't va phi giao dich hdp ly (17,3%), thai dp nhan vien (12,5%), ngdn hang cd nhieu chinh sach cham sdc khdch hang (10,6%) \d H do khdc chie'm tyle ra't nhd l,9%.(Bang 1)
So2-Thdng2/2020 303
TAP CHi CONG IHIfdNG
B a n g 1. Ly d o sii d u n g s o n p h d m d | c h v u c h o v a y m u a 6 t a c u o N g d n h a n g
Ly do chgn sO dung san pham d|dl vu cho vay mua 0 to cua Ngan hang
Ngan hang CO uy tin Ch^t liidng djch vu tot Nhan vign nhi|t tinh, chu dao Co nhieu chinh sach cham soc Ichach hang Phi giao dich hop ly, thij tuc nhanh chong Khac
42 18 13 11 18 2
40,4 17,3 12,5 10,6 17,3 1,9
Trong nghien ciJu nay, sau khi thu thap sd' lidu dtfdc xtf ly va phdn tich bang phtfdng phap thong kd md td, kiem dinh Paired Sample T-test d^ so sanh theo tiftig tieu chi ddnh gia chat Itfdng dich vu: Stf tin cay, Kha ndng ddp tfng. Dam bdo, Stf cam thdng, va
Nguon: So Ueu phong vdn trUc tiep khdch hdng 2018
phtfdng tien hffu hinh. Dtfa trdn kd't qua phdn tich, tac gia da loai bd cac bie'n khdng cd y nghia thdng ke.
Cac bien con lai dtfa vdo md hinh IPA de phdn hch ddnh gid mtfc do quan trgng va mtfc do thtfc hien.
Ket qua md hinh IPA dtfdc tdng hdp d Bang 2.
Bang 2. Trung binh mCfc d p q u a n t r p n g , thUc h i e n v a k h o a n g e a c h chd't li/cfng d j c h v u
Klhllu
XII XI2 XI3 X14 X15 X21 X22 X23 X24 X25 X26 X27 X31
X32
Chl tieu
An toan khi giao dich.
Thong tin KH luon dUdc bao mat tuyet doi.
NhSn vien thao tac nghiep vu nhanh, chinh xac.
Thong tin ve SP, DV diy dij, d^hleu.
NH thyc hien dung thcJi gian giao djch.
Khoan vay ldn hdn so vdi cac NHTM l(hac.
Thdi h^n cho vay daL KH CO the linh hoat thdi han vay Mirc phi djch vu hdp ly.
Lai su^l cho vay hip dfn, canh tranh.
PhUdng thirc tinh lai hpp ly.
Nhieu Uu dai.
Quang cao ve san pham i n tudng.
KH thudng xuyen nhan dUdc Ihong tin chuong trinh khuySn mai ve san pham.
Milcdt thuchl$n
4,11 4,14 4,09 4,01 4,11 3,37 3,56 3,79 3,84 3,67 3,81 3,55
mKtii quan trong
4,52 4,45 4,33 4,44 4,47 4,38 4,44 4,43 4,37 4,72 4.71 4.60 3,48 1 4,57
3,65 4.48
Khoang each 0.41 031 0.24 0.43 0.37 1.01 0.38 0.64 0.53 1.05 0.90 1.05
Sig.
(2-talled) 0,000 0,000 0,008 0,000 0,000 0,000 0,000 0,000 0,000 0,000 0,000 0,000 1.09 0.000
0.83 0.000
304 So 2-Thang 2/2020
IAI CHJNH-NCAN HANG BAO HIEM
Klhl^u
X33 X34 X35 X41 X42 X43 X44 X45 X46 X51 X52 X53 X64 X55 X56
Chl tieu
Nhan vien cd kha nang giai quyet cac van de nhanh chdng.
Nhin vien c6 thai dd Ling xi} rat ti!l t^, nhiet tinh.
Hudng dan thii tuc cho KH day dij, de'hieu.
Thu tuc vay vdn ddn gian, nhanh chong.
NOI dung bleu miu ro rang, ngan gpn de'hieu Thdi gian xCr ly ho sd vay von nhanh.
TU vin, giai dap thong tin SP phii hpp vdi tting doi tuong KH.
Nhan viin gin gul vdi KH.
Nhin viin lang nghe va thau hi^u KH.
NH cd mang ludl glao dich rdng khap.
Dja diem glao djch thuan tien.
Bai do xe rfing va an toan
Khdng gran phong giao dich sach se, thoai mat, dir anh sang.
Ndi KH chd dpi cd sach bao, nudc udng, trai cay Trang phuc nhan vien lich sp.
MOcilO thuchl^n
3,98 4,13 4,17 3,88 3,94 3,89 4,01 4,17 4,11 4,34 4,21 3,93 4,26 3,88 4,26
MOlcd^
quan Irong
4.61 4,68 4,58 4,S7 4,68 4,60 4,60 4,65 4,63 4,60 4,68 4,62 4,63 4,61 4,72
Kho&lg each
0.63 0.39 040 0.68 0.74 0.70 0.59 0.48 0 63 0 26 0.47 0.68 0,38 0.72 0.46
SIfl.
(2-tailed)
0,000 0,000 0,000 0,000 0,000 0,000 0,000 0,000 0,000 0,001 0,000 0,000 0,000 0,000 0,000 Nguon: Kit qua phdn lich c&a tdc gid
Dtfa ti-en kd't qua Bdng 2 cho tha'y cdc bie'n quan sdt diu cd y nghTa giai thich khoang each (Sig. < 0,05). Cd 29 bid'n quan sdt vd hau he't khdch hdng stf dung san pham cho vay mua d td ctfa ngdn hdng deu cho Id quan trgng vd ra't quan hong. Dieu nay cho ta tha'y khach hdng danh gia cao mtfc do quan tf-gng cua cac dich vu va cd mong mud'n ngdn hang se mang lai nhffng ldi ich, stf tien ldi, stf cam thdng va ddp tfng td't nhu can ciiahg.
Ben canh dd, mtfc do thtfc hidn cua 29 bid'n quan sat cung dtfdc ddnh gia ttfdng dd'i cao, d mtfc do hdi long va rat hai Idng. Cu th^, mtfc do thtfc hidn cua cdc chi tidu: An todn khi giao dich; didng tin khdch
hdng ludn dtfdc bao mat myet dd'i; nhdn vidn thao tac nghiep vu nhanh chinh xac; thdng tin ve sdn pham, dich vu day du, d l hieu; ngan hang thtfc hidh dung thdi gian giao dich; nhdn vidn gan gui vdi khdch hang (tan sud't lien lac thtfdng xuydn); nhan vidn bid't lang nghe vd thau hieu khdch hang la nhffng chi tieu vffa cd mtfc dd quan trgng cao vd cd mtfc do ditfc hien cao (khoang each giffa mtfc dp quan trgng - mtfc do thtfc hidn <0.43).
Mtfc do thtfc hien cua cdc bid'n quan sat md khdch hdng danh gid cho did'y r^ng cdc dich vu ma ngdn hang da dtfdc ditfc hidn td't vd ddp nhu cau cua khach hang. Ngan hdng nen Ud'p tuc duy tri vd phdt huy the' manh cua cdc chi tidu nay.
So 2-Thdng 2/2020 3 0 5
lAPCHiCOIKIHIfifNG
Ngodi ra, cac chi tidu: khoan vay ldn hdn so vdi cdc NHTM khac, lai sua't cho vay hd'p dan mang tinh canh tranh, nhieu tfu dai, quang cao ve san phim an ttfdng la nhffng chi tieu cd khoang each giffa mtfc do quan trgng vd mtfc do thtfc hien Idn nha't(> 1.01). Hinh2
Dd'i vdi goc phan ttf thtf I (Tap trung phat trien): Id nhffng diem ma ngan hang cdn han chd'.
Kd't qud cho thd'y rang, ddy la nhffng chi tieu quan trgng ma nha qudn tri ngan hang can tap trung cdi thien d^ nang cao chat Itfdng dich vu cho vay d td cua ngan hang nham gdp phan lam tdng mffc do
Hinh 2: Kei qua IPA ddi vdi san phdm cho vay mua 6 td tgi BIDV Tra Vinh
Dtfa vdo kd't qua nghidn ctfu d tren ldm cd sd de xay dtfng md hinh IPA dd'i vdi sdn pham cho vay mua d td tai BIDV Tra Vinh. Trong do, dtfdng thang cat true tung the hidn diem trung binh mtfc dd quan trong cd gia tri 4,59; dtfdng thang cat true hoanh the hidn diem trung binh mtfc dd thtfc hidn cd gid tri 3,98. Md hinh IPA Id cd sd de de ra mdt sd'giai phap phdt tri^n san pham cho vay mua d td tai BIDV Trd Vinh dtfdc thd' bien qua ttfng gidi phap d cac gdc phan ttf khdc nhau.
hai Idng cua khach hang. Nhin chung, cdc bi^n ndy lien quan de'n va'n d l v l lai sud't, nhffng ifti dai, hoat ddng quang cao ve san pham cho vay mua d td dd'i vdi khach hdng tai ngdn hang.
Dd'i vdi gdc phan ttf thtf II (Tie^p tuc duy tri):
Tap trung nhilu yd'u td nha't bao gom: Phtfdng thtfc tinh ldi hdp ly; nhan vidn cd kha ndng gidi quyd't vd'n de nhanh chdng; nhan vidn cd thdi dp rfng xtf ra't nhiet tinh; htfdng dSn thu tuc cho khdch hdng day du. d^ hieu; thu tuc vay vdn ddn
3 0 6 So 2 - T h a n g 2/2020
TAI CHiNH-NGAN HANG-BAO flIEM
gian, nhanh chdng; ndi dung bieu mdu ro rang ngan ggn dd hieu; thdi gian xtf ly hd sd vay vd'n nhanh; ttf van, giai dap thdng tin san pham phu hdp vdi ttfng ddi ttfdng khach hdng; nhan vien gan gui vdi khdch hdng; nhan vidn bid't lang nghe vd tha'u hilu khdch hang; ngdn hang cd chi nhdnh, phdng giao dich rong khap; dia die'm giao dich thudn tien; bai dd xe rdng vd an toan; khong gian phdng giao dich sach se, thoang mat, dtf dnh sdng; ndi khach hang chd ddi co sach bdo, ntfdc udng, trdi cay; trang phuc nhan vien lich stf.
Dd'i vdi gdc phan ttf thtf III (Han che' phal trien):
gom cdc bid'n X21, X22, X23, X32 md khdch hang khdng chu trgng nhieu, mtfc dd thtfc hidn thap vd mtfc do quan trpng tha'p dd'i vdi khach hang. Ddy Id nhffng yd'u td' ngdn hdng nen ban chd' ngudn Itfc phdt trien nhffng thudc tinh ndy.
Dd'i vdi gd'c ph^n ttf thtf IV (Gidm stf dau ttf):
Gom cac bien: an toan khi giao dich; thdng tin khach hang ludn dtfdc bao mdt; nhdn vidn thao tdc nghiep vu nhanh, chinh xdc; thdng tin ve san pham, dich vu day du, dd hie'u; ngan hdng thtfc hien dung thdi gian giao dich; mtfc phi dich vu hdp
\f dtfdc khdch hang danh gid thd'p v l mtfc dd quan trgng nhtfng ngan hang dang thifc hidn rat td't va
ndn giam stf dtu ttf thdm la dilu cin thid't.
5. Giai phap phat tri^n san phd'm cho vay mua 6 td tai BTOV Tra Vinh
BIDV cdn phai cd bd phan nghien ctfu va hgp tdc vdi cac dd'i tdc, cac hang 6 td de' dtfa ra cac chinh sach, cdc san ph^m nham dd'n gin hdn vdi mong mud'n cua khdch hang. Bdn canh do cd thi ttf vd'n cho khdch hang ve cac ddng xe, chinh sdch khuye'n mai, bdo hdnh, bao hilm,...
BIDV Trd Vinh nen xem xet tdng mtfc dd vay td'i da vdi cdc khoan vay, giam lai sud't cho vay dd'i vdi san pham cho vay mua d td cua khdch hdng, bd sung them nhieu ifu ddi cho san ph^m hdn cung nhtf tang ctfdng cdng tac quang cdo cho san pham dac biet Id danh dung vao nhu clu an toan cua cac dd'i ttfdng khach hang muc tidu trong dieu kien giao thdng phtfc tap cua ntfdc ta ndi chung va cua Tra Vinh ndi rieng.
BIDV Trd Vinh can tiep tuc duy tri va phat huy cdc ldi the' ctfa minh trong cdc khau ttf vd'n htfdng dan thu tuc cung nhtf Unh hoat cdc phtfdng thtfc tdi trd cho vay mua d td, Unh boat ve ldi sua't, phtfdng thtfc trd ng gd'c nd lai, chd't Itfdng phuc vu khdch hang, cham sdc khach hang tai diem giao dich va thdng qua dien thoai •
TAI LI?U THAM KHAO:
1. Phan Chi Anh. Nguyin Thu Hd, Nguyin Hui Minh (2013), "Nghien cdu cdc mo htnh ddnh gid chdt tuang djch vu ", Tap chi Khoa hoc DHQGHN. Kinh tS'vd Kinh doanh, 29, (1), tr.ll-22.
2. Le Cdng Hoa. Le Chi Cdng (2012), "ifng dung phuang phdp IPA de ddnh gid chdi tuang dich vu mang di?n thogi di ddng tgi Viel Nam ", Phdt trien kinh te, (265). tr. 3-11.
3. NguySn Hoang Tue Quang (2014). "Ve viec vgn dung cdc mo hinh ddnh gid chdt lUOng dich vu", Thong tin Khoa hgc xd hdi, (10).
4. Hoang Trgng. Chu Nguyin Mgng Ngoc (2008). Phan lich dd lieu nghien cdu vdi SPSS, Nha .nidi bdn Thdng ke.
Ha Noi.
5. Manilla, J.A. and James. J.C (1977), "Importance-Performance Analysis ". Journal of/Marketing. 141), pp. 77-79.
6. Parasuraman, A.. Zeithaml, V.A and Berry, LL (1988), SERVQUAL: A Multiple Item Scale for Measuring Consumer Perceptions of Service Quality", Journal of Retailing. Vol. 64, No. I. pp. 14^0.
So2-Thang2/2020 307
TAP CHi CONG IHIfdNG
Ngay nhSn bai: 18/1/2020
Ngay phan bi$n danh gia va su'a chila: 28/1/2020 Ngay cha'p nhSn dang bai: 8/2/2020
Thong tin tlic gia:
1. ThS. LE TRUNG HIEU
Pho trirftng Khoa Kinh ti' - Luit, TrifSng Dai hoc Tra Vinh 2. ThS. LE THJ THANH THUY
NgSn hang TMCP DSU Wva Phat trien Viet Nam - Chi nhanh Tra Vinh
IMPLEMENTING IPA MODEL
TO PROMOTE THE CAR LOAN PRODUCT OF BIDV -TRA VINH BRANCH
• Master. LE TRUNG HIEU Assistant Dean, Faculty of Economics - Law,
Tra Vinh University
• Master. LE THI THANH THUY
Joint Stocl< Commercial Bonk for Investment a n d Development of Vietnam - Tra Vinti Branch
ABSTRACT:
This study was conducted to determine the reasons why customers choose car loan service and propose some solutions to develop car loan service for individual customers at Joint Stock Commercial Banlc for Investment and Development of Vietnam (BIDV) - Tra Vinh BranctL The study's results show that there are some indicators that are important and highly doable for BIDV - Tra Vinh Branch to pay attention to. These indicators include Safe transactions; Client confidentiaUty; High-quality staff with quick and accurate operations; Full and understandable product and service information; On time transactions; Close relationship between staff and customers; and Staff who understand and listen to customers.
Keywords: IPA model, loan products, automobile purchases. Joint Stock Commercial Bank for Investment and Development of Vietnam, BIDV, Tra Vinh province.
3 0 8 So 2 - T h a n g 2/2020
