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GIA TRI THlJdNG HIEU VA CAC YEl TO TAC DQNG DEN GIA TRI THttfNG Hl|:U CUA NGAN HANG THl/dNG MAI CO PHAN DONG A
I BUI THANH DANG - T R A N D I J C T H I J C
T6M TXT:
Bai vi^t nghien ciJu gii tri thi/ong hi6u (GTTH) vi cdc yfii td tic d^ng d^n GTTH cda NgSn hing TMCP Ddng A Mi xSy dilng mOt thiiong hi$u t^t vdi gii tri cao lu6n l i m$t nhi$m vu quan trpng nhim nang cao nang l^c c^nh tranh ciia doanh nghi$p. Kdt qud cho tb^y c6 5 nhdm ydu t6 tic dOng ddn GTTH NgSn hing TMCP Ddng A theo thi2 ti; miic dO giim din nha sau: Miic dO nh$n bidt thUdng hidu, chi't Itidng dicb vu, ldng trung thinh vdi thitdng hidu, svT lidn tudng thiidng hidu, hlnh inh thudng hidu. Til dd, de xuiTt m$t sd Iddn nghi dd ning cao GTTH Ngin hing TMCP Ddng A.
Tir khda: Gii tri thUdng hidu, Ngin bing TMCP B6ng A, TP. Hd Chi Minh.
1. D$t vdn dd
Tii miic do phil (ndn thdp, ndn Idnh td nifdc ta dang IcJ vong ddn diu cich mang cdng nghd 4.0 dd lim ban dap ting tdc tao n€n nhifng sii thay ddi nhanh chdng c i vd chat liidng vi sd lUdng. Trong linh viic ngin hang cung khdng nam ngoii sii kJ vong chung dd. De tao dUdc cho diing cho mlnb, trong sudt nhidu thSp nidn qua, cic ngin hing da khdng ngiing xiy diing vi phit trien thUdng hieu cho minh vi NgSn hing TMCP Ddng A cung khdng nim ngoai Id. Mot trong nhiing vdn de quan trpng trong vide phit tridn GTTH Ii phii xic dinh dii(?c nhiing ydu td chinb t i c dong ddn GTTH.
Nhiing ydu td niy la cd sd de dd xuat vi trien khai cic giii phip nhim phit trien thifdng hieu ben viing cho Ngan hing TMCP Dong A.
2. Ctf s d l j thuydi
2.1. Khdi niim thttOtig hiiu GTTH Theo Aaker 11991): "Gii tri cda mflt thUdng hidu do dat dui;fc miic do mmg diinh cao cija khich
hing, Sli nb^n bidt thiidng hi$u, chdt liidng cim nhin diidc, ciing vdi cic li6n kdt chic chin lidn quan ddn thUdng hidu vi cic tii sin khic ntia nhu bing sing che, nhin hidu da dUdc chiing nh|n vi quan h6 vdi kenh phin phdi".
Tbeo Keller (1993), GTTH li"hidulingkhicbi$t cua kidn thiic thiidng hipu ldn phin ling cfla khich hing ddi vdi boat dong marketing thiidng hi$u".
2.2. Khdi niim GTTH cua Ngdn hang TMCP Di/a u-en khii niem vd GTTH ciia Aaker v i khii nidm ngin hang TMCP, c6 thd x i c dinh GTTH cOa ngin hing TMCP li gii tri do dat dUpc miic d6 trung thinh cao ctia khich hing, svf nhin bidt thUdng hi$u, chat lifdng cim nhan dUOc, cdng vdi cic ben kdt chic chin lien quan ddn thUdng hidu vi cic tii sin.
2.3. M^t so kit ipid nghiin ciu lien qtmn 2.3.1. Cdc nghiin cdtu tren the ^iOi Nam 1991, theo Aaker tbl cCi 5 vcu td tao ra GTTH: Ldng tmng thinh, miJc do nhan hidt chat 314 S 6 ' n - Thdng 5/2020
TAI Clittl-NGAN H A N M A B IIEM
\itiU\-2 t.ini nhan. thupc tinh thi/dng hieu va cac yeu l6 M( hifii khac.
Nim 2010. Andreas B. Eisingerich va Gaia Ru- bera thifc hi?n nghien clJu "Trinh dieu khien cam k^t thifdng hieu: Mol nghien cd'u xuyen quo'c gia"
di/a ra 4 \eu to' tao nen GTTH bao gom: doi mdi thifdng hieu. dinh hu'dng khdch hang thu'dng hieu.
sif quen thuOc thu'dng hieu va trdch nhiem xa hpi.
Nam 2012. Musa Pinarva cdc cOngsydi/a tren m6 hinh cua Aaker va Keller cho ihay co 4 yeu to' gom' Chat lifdng cam nhan, Hlnh anh thi/Png hieu.
LiSn )iii Ihifdng hieu. Sif trung thanh vdi thu'dng hicu 3nh hu'dng dC-'n GTTH.
2 .^ 2. Cdc nghien cdu trong nudc Nghien ci?u ciia Hoang Thi Phifdng Thao \a Thai Tii Uyen (2016) cho tha'y co 5 thanh phan anh hifflng den liii sdn Ihu'dng hieu long the. dd Id: nhan bifi'l thifdng hieu. hlnh anh ihu'dng hieu. cha'l lifdng cdm nhan, long trung thanh thu'dng hieu va mo'i quan he ihu'dng hieu.
Nghien cii'u cua Nguyen Vdn Thuy va Ngo Thi
\ii;iii Binh (2018) cho tha'y. cdc yeu 16' Nhdn bie't ihuWnLi hieu. Sif trung thanh vdi thifdng hieu. Chat lifdng du'dc cdm nhan. Lien tifdng thu'dng hieu cd anh hifdng de'n gid tri thifdng hieu ngan hang.
Tif cdc ket qud nghien cii'u tren, nhdm tdc gid
•>L' ke thifa 4 ye'u to' mu'c dp nhan bie't thu'dng hieu.
chat lifdng cdm nhan, sif lien lifdng ihu'dng hieu va I6ng trung thanh vdi ihu'dng hieu va 3 ye'u to' hlnh dnh thu'dng hicu, irdch nhiem xa h6\ va cha't lifdng dich vu khi xay di/ng mo hinh nghien cifu cua minh.
-'.•/. .\td tlinh nghien cdu
Ke thifa cdc nghien cd'u tru'dc do. nhom tdc gia de xua'l mo hmh nghien ciJu nhu'sau: (Hlnh 1)
-MiU so gia thuyet difdc dat ra cho mo hlnh nhU' sau:
HI: Md'cdo nhdn bie't thifdng hieu co mo'i quan h^tlch cyc vdi GTTH.
H2: Chat lu'dng du'dc cam nhan cd mo'i quan he U'ch Cdc \di GTTH.
H3: Sif lien tifclng thu'dng hieu cd mo'i quan he tich cifc vdi GTTH.
H4: Long trung thanh thifdng hieu co moi quan he lich cifc vdi GTTH.
H.'i Hlnh dnh ihifdng hieu cd mo'i quan he tich cifc Vifl GTTH.
H6: Trach nhiem xd hpi co moi quan he tich cifc vdi GTTH.
Hinh I: Mo hinh nghien citu di xud't f Mire do nh|n biel thuong hieu ' f Chat ludng dupc cam nhan
f Sy lien tudng thuong hieu \ ^ . \ ^
^ \Y
I Long tmng Oianh vdi thaong hi^u j-tW— »-j thi/(jng [ Hinh anh huong h\hu
Trach nhiem xa h6i (Chat ludng dich vy
H7: Chat lifdng dich vu cd mo'i quan he lich cyc vdi GTTH.
3. Phu'dng phap nghidn ctfu
Sau khi xay dyng mo hlnh, bang khdo sat dUdc ihie'l ke'gom 41 bie'n quan sal (37 bie'n dpc lap. 4 bie'n phu thuoc) du'dc do lu'dng theo thang do Lik- ert 5 mdc dp. Cdc chi so nay dUdc ddnh gia iheo Ihang diem ty 1 den 5. trong dd: 1 = Hoan loan khdng ddng y. 2 = Khdng ddngy; 3 = Phan van; 4
= Ddng y; 5 = Hoan toan dong y.
Diy lieu du'dc ihu thap ihong qua viec su'dung phie'u khao sal gu'i de'n khach hdng giao dich tai Ngan hang TMCP Dong A TP. Hd Chi Minh. Do nghien cii'u su" dung phu'dng phdp phan lich dy lieu la phan tich nhan td'kham pha EFA va phan tich hdi quy bdi nen kich ihifdc mdu can it nha't 5 mau tren I bien quan sat tu'dng difdng kich ihu'dc mdu to'i thieu la 5*^41 = 205 mau. Dc' dam bdo kich thifdc mau ve phdn tich nhan id' khdm pha.
Cling nhif phan lich hoi quy luyen tinh da bien.
nghien ctfu tie'n hanh khao sat tren 229 khach hang. Sau khi thu thap difdc 229 mlu. cac diJ lieu du'dc ma hda. lam sach va xiJ ly tren phan mem SPSS 22.0; Qud trinh phan lich dff lieu du'dc lien hanh bao gdm: tho'ng ke md id; Ddnh gid dp tin cay cua ihang do qua he so' Cronbach's Alpha:
Phan tich nhan to kham phd (EFA); Phan tich hoi quy boi.
4. K^'t qua nghien cd'u
Sau khi gu'i bang khao sat. 229 bang trd ldi difdc thu \ e . trong dd co 229 mau day du va hdple. Dd'i
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ttidng tham gia tri ldi ciu hdi khao sit la nii (chidm 55%).
Kdt qua phin iich Cronbach's Alpha cho thay, cic thinh phan ciia thang do deu cd dp tin ciy ldn hdn 0,6. Nhu viy, thang do thidt ke trong nghidn ciiu cd nghia D-ong thdng ke vi dat he sd dn cay cin thidl. Cu the: (i) Miic dd nhin bidt thUdng hidu. Alpha = 0.885; (ii) Chii liidng dtfdc cam nhin. Alpha = 0.867; (iii) Su lidn ttfdng thiidng hidu. Alpha = 0.973; (iv) Ldng ming thinh vdi thtfdng hieu. Alpha = 0.972; (v) Hinh inh thtfdng hidu. Alpha = 0.909; (vi) Trich nhiem xa hpi.
Alpha = 0.767; (vii) Chdt Itfdng djch vu. Alpha = 0.959. Ngoii ra con cd diinh phin dinh gii ve gii u-} thtfdng hieu cd Cronbach's Alpha dat gii tri 0.802. Qua dinh gii, ta tfidy cic diang do deu dat dd tin c^y cao, dam bio cho btfdc phan tich nhan td khim phi EFA ddp tbeo.
Kdt qui, EFA dat yen clu ve chi sd KMO (0,946
> 0,5) vi kidm dinh Barflen's vdi hd sd sig = 0,000
« 0,05). Tuy nhidn, bd sd tii ydu td ciia mot sd bidn nhd iltin 0,5 hoic dUijfc trich xuat vio hai hoic nhidu ydu td. Vi viy, chiing toi tidn hinh phin tich EFA nhidu Iln de dim bio miic dd bdi tu, mtfc dd phin bidt ciia cic diang do. Phin tich EFA den Iln thit 4 dl) chiing tdi thu dtfdc kdt qui dim bio ti't c i cic ydu clu ciia phin tich EFA cho cic thang do.
Trong qui trinh sii dung EFA, nhdm tic gia sii dung phUdng phip trich Principal Components Analysis di ciing vdi phdp xoay Varimax.
Tdng phtfdng sai tn'ch cho bidt 6 ydu td dtfdc rut trich cd khi ning giii thich 82,2% sil hidn thidn ciia dii lidu vi cd gii tri Eigenvalues = 1,07 > 1.
Phin tich EFA vdi 4 bien quan sat (GTTHl, GTrH2, GTTH3, GTTH4) bSng phtfdng phip m'ch Principle components Analysis vi stf dung phdp xoay Varimax.
Hd sd KMO = 0.77 > 0,5 vi Barflett's = 0,00, cho thi'y. bien "gii tri dltfdng hidu" diich hdp vdi phin ttch EFA. Gii Hi Eigenvalues (2,5 > 1), tdng phUdng sai trich vi hg sd tai nhin td cua 4 bidn quan sit deu dim bio ygu cau vdi phan tich EFA.
4.1. Hiiu chlnh md hinh vd cdc gid thuyet nghiin ciu (Bing 2,3)
Cic gii thuydt Hl_Mtfc dp nhan bidt thtfdng hidu; H2_Sli lien ttfdng thtfdng hicu; H3_L6ng trung thinh thtfdng hidu; H4_Hlnh anh thudng hidu; H5_Trach nhiem xa hoi; Hd.Chdt Itfdng dich vu, ddu cd mdi quan hd tich ciic vdi GTTH.
Kdt qui. bidn "GTTH " co mdi ttfdng quan c6 y
nghia (Sig < 0,05) vdi 5 ydu td: Mi- ' '•'"'"*' Ultfdng hidu; SI; lien tudng thuong"!^ ' " " ' ^ ^ 1 ? thinh thUdng hidu; Hlnh inh thtf.ni!; i"f<''- J " " ' Itfijng dich vu vi khong cd tuOng quan vdi I ydu td Trich nhidm xa hdi (Sig = 0,19 > 0.05) ndn chiing tfli ddn hinh loai bd ydu td "trich nhiem xi hdi"
ra kbfii md hlnh.
Xem xdt miic do tic ddng ciia 5 yeu to ddc l$p c6n lai bing phtfdng phip Enter nhim dinh gii rad hlnh nghien cllu hidu chinh va kidm nghidm cic gii thuyd't.
Theo kdt qui, gii tti R= = 0,843; gii trj R2 hidu chinh cho bidt ring cic bid'n ddc l§p trong md hinh cd thd giii thich drf(?c 84,3% Sli thay ddi ciia hidn phu thudc. Dai Itfdng Durbin-Watson = 1,724, khdng cd sii ttfdng quan giiia cic phin dtf.
Vdi gii tti F = 245,017 v i sig = 0.000 < 0,05, btfdc diu cho diify md hlnh hdi quy tuydn tinh bdi phil hi?p.
Qua kdt qui phin tich hdi quy, ta cd phtfdng ttinh:
GTTH = 0,284*NBTH + 0,217*LTTH + 0,230*TTTH + 0,076*HATH + 0,273*CLDV
Kdt qui tten cd the fliCy, thii nhdt l i Miic dO nhin bidt thtfdng hidu li ydu toed tic ddng manh nhift ldn GTTH (28,4%), thd hai l i Chdt Itfdng dich vu (27,3%), thtf ba li Ldng ming thinh vdi thtfdng hidu (23%), thii ttf l i Stf lien ttfdng thtfdng hidu (21,7%), hinh inh thtfdng hieu (7,6%).
4.2. Kit qud kiim dinh cdc gid thuydt va md hinh
Bing 4 cho thi'y, c i c gii thuydt HI, H2, H3, H4, H6 deu dtfdc chip nhin, GTTH cd thd do Itfdng bang cic ydu td: Miic dd nhin bidt thtfdng hidu, Sli lidn ttfdng thtfdng hidn, ldng ttung tfiinh vdi tiitfdng hidu, hinh inh thtfdng hidu, chat Itf(?ng dich vu; va khi ting cic ydu td niy se lim gia ting GTTH. Ngtfdc Iai, gia thuydt H5 khdng dtfdc chip nhin VI ydu td tt^ch nhidm xa bdi khdng cd tic ddng ddn GTTH.
Til nhtfng phin Hch tten, cd the kdt luin md hlnh ly thuydt sau: (Hinb 2)
Hlnh 2 cho tb^y tlm quan inidg cua cic ydu td phij thupc vio gia tri tuydt ddi cOa h$ sd Ii6i quy di chuan hda. Yeu t d n i o cd gii tri tu> Ol ddi cing idn thi cang inh htfdng nhidu ddn fi i TH. Do dd ta tha'y, GTTH chiu tic ddng nhieu nlii'i iif y^J , J mtfc d6 nhin bidt dltfdng hieu (P = (, n 'tdnch^t Itfdng djcli vu (P = 0,273); Idnj' Mnh vd' 316 S^n-Thdng 5/2020
TAI CIlNI'IIEAII IAM! • IAO IIEM
Bang 2. Ket qud hoi quy Enter Model Summar/
R Square Adjusted R Square .843
Std. Enor of the Estimate 35S27 ^
Duibln-Watsai 1.724 a. Predictors. (Constant), CLDV. HATH. NBTH. LTTH, TTTH
b. Dependent Variable' GTTH
Bong 3. Bang phan h'ch ANOVA
Modal 1 Regression 1 Residual
Total a Dependent Variable' I
Sum of Squares 154.626
28.146 182 772 STTH
ANOVA"
df 5 223 228
Mean Square P 30 925 245.017
126
sig.
.000b
b. Predictors. (Constant), CLDV, HATH, NBTH, LHH, TTTH
Bdng 4. Tong hdp ket qud k i e m djnh gid thuyet
G\i thuyei ^ Ket qud kilm d)nh HI. Mdc dO nhSn bi&'t thaong hi^u c6 moi quan he tich CL/C V6I GTTH
H2: Sy hen tuong thuong hieu co moi quan he tfch cyc voi GTTH H3: Long trung thanh voi thuong hieu co moi quan he tich ciJc vdi GTTH,
Ch&p nh§n Chap nhan Cha'p nh^n H4: Hinh anh {huong hieu co moi quan he lich cue vdi GTTH. Chap nhan H5' Trach nhiem xa h6i co moi quan he tich cue vdi GTTH,
H6' ChSt tuyng dich vy co md'i quan he tich cyc vdi GTTH.
Khdng chap nhSn Chap nhSn
Hinh 2: Kd't qua klSm djnh mo hinh nghidn cCtu
thiWng hieu (p = 0.230); sy Hen tudng thu'dng hieu (P = 0.2I7): hlnh anh thi/dng hieu {p = ().<)76). Nam yeu to tren giai thich dydc 84..1^f sy thay doi ciia
>eutoGTTH.
5. Kd't luan %a ham >' quan tri 5.1. Ke't lugn
Vdi muc dich thyc hien nghien ciJu de xem xet cac _\e'u to' tac dong de'n GTTH Ngan hang TMCP Dong A trong bo'i canh hien nay, chiing toi dya tren cd s6 ly thuye't ve van de GTTH de xay dyng mo hlnh nghien cd'u vdi 7 ye'u to doc lap lac dong de'n yeu to' phu thuoc - GTTH. Tif md hinh ban dau. chung loi tien hanh khao sal thu thap so' heu. ihy'c hien cac phan tich ve dp tin cav cua thang do, rut Irich cac nhan to' bang phydng phap phan tich nhan id' khiim pha EFA.
\ a \ dyng mo hlnh hoi quy iu>en linh boi biing phifdng phap Enter va ihyc hien cac kiem nghiem de xem xet sy khac biel iheo cdc bien kiem soat b^ng kiem nghiem ANOVA. T-Test.
Ket qua nghien ciJu cho phep dya ra mot so kci luan sau;
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TJui nhd't, kit qua nghien ctfu da chi ra c* 5 yfi^u to tdc dQng de'n GTTH Ngan hang TMCP Ddng A bao g6m: Mtfc dp nhan biet thuong hieu. Chal iuwng dich vu, Ldng (rung thiinh \ di ihiftftig hi^u, Su lidn ttfdng thtfdng hidu sa Hlnh 5nh thtfdng hieu. Nam yeu to nky giai thich dtfdc 84,3% stf thay doi ciia GTTH vdi dp tin cay 95%. Mtfc dfi tdc ddng ciia ttfng yeu to den GTTH Ik khac nhau. Trong d6, mtfc dO nhdn biet thtfdng hieu (P = 0.284) c6 tac dpng manh nha't den GTTH, tdc dpng manh thtf hai den GTTH \k ch^t IiWng dich vu (P = 0,273), tdc d6ng manh thtf ba din GTTH \k ldng trung thanh vdi thtfdng hi^u (p = 0,230). tiep theo IU stf lien ttfdng thtfdng hidu (P = 0,217) va cuoi ciing 1^ hinh inh thtfdng hi?u (p = 0.076).
Thd hai. 5 yd'u t6 trdn cd tdc dOng ciing chieu vdi GTTH NgSn hang TMCP Dong A. N^u cdc y^u t€ nky tdng bao nhidu thi GTTH cung tdng theo b^y nhidu vd ngtfdc lai.
Thii ba. c6 stf khdc bidt ve GTTH theo trinh dd hpc vS'n. Hay ndi cdch khdc, trinh dp hpc van khdc nhau cd cdch ddnh gid GTTH khdc nhau.
5.2. Hdm y qudn tri
Ttf nhffng kd't lufin trdn, nghidn ctfu d^ xuat mOt sd* hdm y qudn tri nhSm nSng cao GTTH NgSn hdng TMCP Ddng A vd tap trung chii yd'u vdo cdc y^'u td": Mtfc dp nhdn bid't thtfdng hidu;
ChS't ltf(?ng dich vu; Ldng trung thdnh vdi thtfdng hi^u; Stf iidn ttfdng thtfdng hidu vd Hinh anh thtfdng hiiu.
Thd nhd'i, mtfc dO nh|n bi^t thtfdng hieu Id y^u td' cd tdc dOng manh nhat (28,4%) dd'n GTTH. Vi thd'. Ngan hang Ddng A cin quan tam dd'n hoat dOng truyen thdng ddc biet cdc hoat dpng truyen thdng vi hlnh dnh theo cdc phtfdng thtfc truydn thdng truyin ih^ng, cung nhtf cac hinh thtfc cong
nghd s6' nhim ndng cao mtfc d<> nh.. ' "»^'' 'li"'^"S hidu ngdn hdng cho khdch hdng . .
Thahai, chat Itfdng djch vy la > ^ ^ if' ^•''''"'^"^
dich vu ngfin hdng vk cd tdc ddii,^ mu"^ thtf hai (27,3%) den gid tri thtfdng hidu. VI thd'. Ngdn hang Ddng A cSn phdi ludn quan tfim den cac hosft dOng soat xdt va cdi ti^n iidn tyc. khdng chl cdc hoat dOng dam bdo ch^t Itfpng md ca nhtfng chinh sdch chat Itfdng hi^n cd. Ngan hdng can ihtfdng xuydn b6i dtfdng ndng Itfc ciia nhfin vien thdng qua cdc hoat dOng ddo tao, nghidm tdc thtfc hi#n cdc nOi quy trong ngfin hdng nh^m ddm bdo chfi^t ltf<?ng dich vu/phuc vu ludn dat d mtfc cao.
Thdba, ldng trung thdnh vdi thtfdng hi^u Id yd'u t^ cd tdc dOng manh thtf ba (23%) dd'n gid tn thtfdng hidu. Vi vfiy, Ngan hdng Ddng A cin tfing ctfdng cdc hoat d^ng qudn tri mCTi quan h$ vdi khdch hdng, cu the nhtf: Quan tfim thtfc hi^n cdng tdc chdm sdc khdch hdng, giii ldi chile milfng sinh nh|it dd'n khdch hang, tdng qud cho cdc khdch hdng ldn ciia ngan hdng nhfin dip Td't; Tdng ctfdng gido due nfing cao ^ thtfc cila nhfin vidn vi tlm quan trpng ciia vide chdm sdc khdch hdng, nfing cao ndng Itfc phyc vu khdch hdng ciia nhfin vidn trong ngfin hdng nh^m de tgo dtfdc stf g^n bd, trung thdnh gitfa khdch hdng va ngan hdng.
Thd tu, stf Iidn ttfdng thtfdng hidu Id yd'u t^ cd tdc dpng mgnh thtf ttf (21,7%) dd'n gid tri thtfdng hi^u.
Vi thi, Ngan hdng Ddng A can phdi thi^c hien cdc bien phdp nham tao dmig hinh dnh t^t dep frong tfim tri khdch hdng nhtf: Phat tri^n cdc kdnh truyin thdng Ai hlnh dnh sdn phlm/dich vu ciia Ngfin hdng Ddng A cd the den vdi khach hdng d nhilu kdnh khdc nhau; Tich ctfc tham gia cac stf kidn x3 h0i, tdi tr^
cdc chtfdng trinh h5 trd ngtfdi gdp khd khSn. cdc chtfdng trtnh vdn nghd, the thao •
TAI LI^UTR-VM KHAO:
Tdi lifu tSfngM^i:
I. Hoing Thi PhiMng ThSo vd TUi Tu Uydn (2016). •'Phan tich sif khdc bi^t vi tdi sdn thtfdng hii.^ ,'.., i hia canh khdch hdng giBa ba nh6m ngan hing tai Viei Nam ", Tap chl Khoa hoc Dai hgc Md TP. HS Chi Mmh. s;. ,4/2017 2 Nguyen Van TTiuy. Ng6 Thi XuSn Binh (2018). "Cdc nhSn td lac dpng d^n gid tri tdi sdn thtfdng hieu- Nshifin ctfu tnftng hdp cdc ngan hdng thtfdng mai Vie. Nam", T^p chi Cong nghi ngdn hdng. stf 151. .hing '10/2OI8 3. Tran Dftng Khoj f 2017). "Do ltfdng gid tn thtfdng hi6u ngdn hdng tai thj trtfang thSnh phS Hu ( ,, Mint," T chiCdngThimg.SoltitAagOinO]!. "" ''dp
318 So n - Thdng 5/2020
IAI CllmUGAII HANG IllO HEM
Tai lifu neng Anh:
4. A-iktT D. A., (199H. Managing brand equity. New York. N"!. USA: The Free Press.
5. Andreas B. Eisingerich. Gaia Rubera (2010). "Drivers of Brand Commitmeni: A Cross-Njiional In\cstigaUon ".
Journal of Intemaiional Markeiing.
6. Karatepe. ctg (2005). "Measunng service qualiw of banks: Scale de\elopmem and validation ", Joumai of Retailing and Consumer Services /2(5), 373-383.
7 Keller. K. L. 12001). "Building Cu,stomer-Based Brand Equit\': A Blueprint for Creating Strong Brands".
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Nt>a\nh$n bai: 18/4/2020
N);a> phan bi^n danh gia va siJa chtfa: 28/4/2020 Ngay chd'p nh^n dSng bai: K/5/2020
Thong tin tdc gid:
1. BIJI THANH DANG NgSn hang TMCP Ddng A 2. TRAN DUC THlfC
Trtfdng Dai hpc Ngfln hang Thanh pho H 6 Chi Minh
THE BRAND VALUE AND FACTORS AFFECTING THE BRAND VALUE OF DONG A JOINT STOCK
COMMERCIAL BANK
• BUI THANH DANG Dong A Joint Stock Commercial Bank
• TRAN DUC THUC Banking University of Ho CH Minh City ABSTRACT:
This research examines the brand value and factors affecting the brand value of Dong A Joint Stock Commercial Bank (Dong A Bank) as building a good and valuable brand is always an important task to enhance competitiveness for any businesses. This research finds that there are 5 groups of factors affecting the brand value of Dong A Bank including brand awareness level, service quality, brand loyalty, brand association and brand image; these factors are listed in descending order accordmg to the influencing level. Based on findmgs, the research proposes a number of recommendations to enhance the brand value of Dong A Bank.
Keywords: Brand value. Dong A Joint Stock Commercial Bank. Ho Chi Minh City.
So 11 -Tl^ang 5/2020 319
