Cac nhan to anh hiTofng den
huy dong tien gu'i khach hang ca nhan tai cac ngan hang thUofng mai
tren dja ban TP. Vinh, tinh Nghe An
NGOYfeN THI YEN*
NGUYEN V A N DCiNG"
DANG THI PtGA"*
LCfONG V A N DUY""
Tom tat
Nghien cffu nham kiem dinh ede nhdn to tdc ddng di'n cong tdc huy dgng lien gffi khdch hdng cd nhdn lgi cdc ngdn hdng thuang mgi (NHTM) trin dia bdn TP. Vinh, Tinh Nghe An. Bang viic sff dung phucmg phdp binh phUcfng nhd nhdt (OLS) vdi phdn mem kinh ti'lugng SPSS vd Eviews, kel qud nghien cffu cho thd'y, cd 3 nhdn tdtdc dgng cung chieu tdi quye't dinh gffi lien cffa khdch hdng, do la: Ngdn hdng co vdn cdphan cua Nhd nude; Phong cdch ldm viic cua nhdn viin; vd Lgi ich tdi chinh. Nghien cffu cung chi ra sU khdc biel trong quyi't dinh tien gffi eua nhffng khdch hdng CO cong viic khdc nhau. Trin cosd kel qud dd. tdc gid di xudt mgt so gidi phdp nhdm ndng cao hieu qud cong tdc huy dong lien gffi cua khdch hdng cd nhdn lgi cdc NHTM.
Tiif khoa: huy dgng tien gffi. khdch hdng cd nhdn, ngdn hdng thue/ng mai
Summary
The study aims lo lest factors affecting the deposit mobilization of individual customers at commercial banks in Vinh city, Nghe An province. Using the ordinary least squares (OLS) method with the help of SPSS and Eviews, the research points out three factors positively influencing customer's decision, which are State-owned commercial banks, Employees' working style and Financial benefit. The study also clarifies the differences in deposit decisions of clients with different jobs. Based on these results, the authors propose several solutions to improve the efficiency of deposit mobilization of individual customers at commercial banks.
Keywords: deposit mobilization, individual customers, commercial banks
GlCfl THIEU Hien nay, trdn dia ban tinh Nghe An cd hdn 100 td chffc tin dung, trong dd cd Huy ddng tien gffi la qua tnnh tich luy tidn mat cua 35 chi nhanh NHTM vdi hdn 213 phdng ngan hang thdng qua cac loai khac nhau, nhtf: den gffi giao dich, tdp trung chu ye'u tai TP. Vinh.
giao dich, tidn gffi cd ky han, tien gffi tid't kidm va cac Vdi so'Itfdng ddy dac nhtf vdy, cac ngdn loai hinh chuyen ngdnh khac (Madura, 2010). Tidn gffi hang dang canh tranh gay gat trong viec la nen tang cho stf thinh vtfdng cua ngan hang, bdi nd huy ddng tien gffi vdi cudc chay dua lai la cd sd chinh cua boat ddng tin dung va la diem khdc suat, cdc gdi qud tang, dich vu thu chi biet giffa NHTM vdi cdc loai hinh doanh nghiep khac tannha... De tang ctfdng ngudn vd'n nay, vdi chffc nang "di vay de cho vay". Kha nang thu hut nhieu chinh sach, bien phap dffdc lanh tien gffi tff khdch hang Id mdt thffdc dd quan d-png vd dao cac ngdn hang dtfa ra. Tuy nhien, uy tin, ve stf cha'p nhdn cua cdng chdng dd'i vdi ngdn tat^ca chid'n Itfdc mudn thtfc hien hidu hang, dac biet tff ngudn tidn gffi ciia khach hang ca qua, nha quan ly phai xdc dinh dtfpc cdc nhdn, vi day Id chii the cd ngudn vd'n nhan rdi Idn nha't nhan td anh htfdng dd'n quye't dinh gffi trong'nen kinh te'(Rose, 2003). tien cua khdch hang.
• ThS., " , " ' , " " , Trtfdng Dai hpc Vmh
Ngaynhan bdi: 25/12/2019; Ngdy phdn bien: 05/01/2020; Ngdy duyet ddng: 13/01/2020
32
CO sd LY THUYET VA PHl/ONG PHAP NGHIEN CQU
Crf sd ly thuyd't
Ambe(2017) nghien effu ve cdc nhan td anh hffdng dd'n quye't dinh gffi tien cua khach hang tai NHTM ct Ethiopia vdi dff lidu trong 20 ndm thdng qua phdn tich md ta va md hinh kinh td' Itfdng.
Kd't qua chay md hinh kinh te' Itfdng cho thd'y: Lai sud't; Cung cap khoan vay; Md rdng chi nhanh; vd So' Itfdng khach hang la cac nhdn td'tdc dpng tich ctfc dang ke cho stf Tang trtfdng huy ddng tidn gffi.
Tuy nhidn, sff xua't hidn cua cdc ddi thu canh tranh cd tdc ddng tidu cffc de'n edng tdc huy ddng tidn gffi trong ngan hang.
Gunasekara va cdng sff (2018) da kiem dinh cdc nhdn td' anh htfdng de'n huy dpng den gffi d Sri Lanka. Nghien cffu cho thd'y, huy ddng tien gffi cd mdt md'i quan he dang ke vd tich ctfc giffa lai sud't tien gffi, sff bao mdt thdng tin, sff md rdng chi nhdnh, dich vu ngan hang, ffng dung cdng nghe va nhan thffc. Hdn nffa, khu vtfc sinh sd'ng va cac bid'n sd nhdn khau hpc, nhff: gidi tinh, nghe nghiep, trinh dp hpc vd'n va thu nhap cung co anh hffdng ddng ke dd'n viec huy ddng tien gffi.
Duy Phffdng va Vu t h i Hffdng (2018) thffc hien nghidn cffu nham kham pha cdc nhan td' anh hffdng dd'n quye't dinh gffi den tid't kiem cua khach hang ca nhan tai NHTM Co phan Cdng Thffdng Viet Nam, Chi nhanh tinh Lam Dong.
Dffa vdo dff lidu dffdc thu thdp dtfdc xff ly bang cdng cu SPSS, md hinh da xdc dinh 5 nhan td' anh htfdng trtfc tid'p dd'n quye't dinh gffi tidn tie't kidm cua khdch hdng ca nhan, gdm: Nhan bie't thtfdng hieu;
Anh htfdng ngtfdi than; Ldi ich tai chinh;
Nhanh chdng, an todn; vd Chieu thi.
Dtfa vdo cd sd ly thuye't, tac gia xay dtfng md hinh nghidn cffu Hinh.
Phifcfng phap nghien cii'u Bdi nghien cffu sff dung phffdng phap khao sat, xff ly sd lieu vd sff dung md hinh kinh td' Iffdng chay trdn phan mem Eview 10 vd SPSS 2:0 vdi 8 bid'n ddc lap. Dd Id: Uy tin ngdn hang; Ldi ich tdi chinh; Anh htfdng cda ngtfdi thdn; Cd sd ha tang; Phong cdch nhan vien; Sd da dang cac san pham dieh vu; Loai hinh ngan hang va Dia diem ngdn hang.
Qua trinh thu thdp phie'u dieu tra dtfdc sff dung theo phffdng thffc online va phat phid'u tnXc tiep. Dff hdu dffdc thu thdp trong thdi gian tff thang 07-10/2019. So
H l t i H : no H I N H NGHIEN CtTu
BAMG 1 : D A N H GIA DQ TIN C A Y COA T H A N G DO T H O N G Q G A HE SO C R O N B A C H ' S A L P H A STT
1
? 3 4 5 6 7 8
Bi^n Uv tin ngan hane Lot ich lai chinh Cd sd vat chS^t ha lana Su (la dang cua cac dich vu Phona each nh3n vien Anh hifdng cua ngu'di than Dia diem ngan hane Loai hmh ngan hang
Kv hi^u UT LI CS DD NV NT NH LH
Hd sd' Cronbach's Alpha 0.648 0.689 0 867 0,808 0.708 0 768 0.601 0.786
B A N G 2 : B A N G K E T Q U A K I E M DINH KMO V A BARTLETT Kaiser-Mever-Olkin Measure of Sampting Adequacy.
Bartlett's Test of Sphericity
Approx. Chi-Square Df
Sia.
759 2187.561 351 000 Nguon. T m h toan cud nh(
phieu phdt ra la 200 phie'u, sd phie'u thu ve 200 phieu, sd'phid'uhdpid 160 phieu. Vdi so chi bao la 32 chi bdo, thi quy md mdu gom 160 quan sat dam bao dffdc yeu cau kiem dinh, chay md hinh hdi quy. Tac gia sff dung thang do Likeri de danh gid mffc do ddng y cua Idiach hang. Diem 1 the hidn mffc dp hoan toan khdng ddng y cho de'n diem 5 the hien mffc dd hoan toan ddng y (Bdi vii't sff dung cdch vii't sd ihgp phdn theo chudn qudc ti').
KET QUA NGHIEN CLTU
Kiem dinh h^ so' tin c$y Cronbach's Alpha Ke't qua kiem dinh Cronbach's Alpha cho thd'y, td't ca cac bie'n ddu dam bao theo ydu cau (> 0.6). Dieu nay chffng td mffc dp phii hdp cua thang do sff dung trong nghien cdu (Bang 1).
Phan tich nhan to'kham pha (EFA)
Kd't qua Bang 2 cho thd'y, tri sd KMO bdng 0.759 Idn hdn 0.5, chffng to phdn tich nhan to' de nhdm cac bie'n lai vdi nhau la thich hdp. Hdn nffa, kiem dinh Bariett cho kd't qua Sig. Barlett's Test bang 0.000, nho hdn 0.05, chffng td giffa cdc bie'n trong cac nhan td cd mdi tffdng quan vdi nhau (Bang 2).
33
BANG 3: BANG K E T QUA MA T R A N XOAY LAN BA Rotated Component Matrix"
CS^
CSl CS.1 DD4 DDI DD2 LH^
LH3 LH!
NV3 NV4 NV5 UT3 UT4 UT2 UTl LI4 LI3 LI2 LII
Component 1
.899 .866 .758 .658 .570 .566
2
.862 .794 .739
3
.802 .797 -745
4
.793 .790 .676 .513
5
.824 560
6 .
828 .665 Extraction Meihod: Principal Component Analysis
Rotation Method: Varimax with Kaiser Normalization a. Rotation conversed in 6 iterations
BANG 4: C A C BIEN DQC L^P C U A MO H i N H HOI Q U V STT
1
?.
3 4 5 6
Tgn bi^n Tie n ich Loai hinh nein h&ns Phong each nhan vien Tai chinh Hau mai
Kf ueu TI LH NV UT TC HM
Chi bdo CSl. CS2. CS3. DDI. DD2. DD4 LHL LH2. LH3
NV3, NV4. NV5 UT1.UT2. UT3.UT4 LILL12 LI3. LI4
BANG 5. K E T Q U A C U A MO HINH HOI Q t l Y TI
HM LH NV TC UT Prob (F-statistic)
R-squared Observations
Dependent variable: OD 0 035263 0.I9960I 0.165294**
0 195112**
0.247093**
0.063180 0 000000 0.245850 160 (u y: ** bieu ihi miic y nghia tuang ling d miic 5%
Ngu6n T m h loan cua n h o m tac gia
Xet ma tran xoay, tie'n hanh 3 lln kiem dinh xoay bang de dam bao tinh hdi tu vd tinh phan bidt cua cac bid'n. Trong 2 lan phdn tich dau tien, do khdng dam bao yeu cau ve dieu kien gia tri hdi tu {cac bid'n quan sat hdi til ve cung mot nhan to) vd gia tri phan biet (cac bie'n quan sat thudc ve nhdn td nay phdn biet vdi nhdn td' khdc), nen tac gia tie'n hanh loai bd mdt sd' chi bao.
d bang xoay thff nhd't, nhdm tdc gia tie'n hanh loai bd:
DD3, UT6, NHI vd NH2. 6 bang xoay thff hai^ nhom tac gia tid'n hdnh loai bd: NTl, NT2, NV2. 0 bang xoay thff ba, cac bid'n quan sat da dam bao dffdc tinh hdi tu va tinh phan biet. Tuy nhien, tinh hpi tu cac chi bao cd sff thay doi. Chi bao cua bie'n ''Co sd vat cha't
ha tang" va "Sff da dang cua cdc dich vu" c6 tinh hdi tu nhau, ndn tdc gia gdp lai va dat ten bid'n mdi - "Tien ich" thd hidn bao quat 2 bie'n nay. Bid'n "Ldi ich tai chinh" dffdc tach thanh 2 bie'n cd dnh hpi tu khdc nhau. Bie'n "Tai chinh" dai dien cho LII, LI2 va bie'n "Hdu mdi" dai dien cho LI 3, 4 (Bang 3).
Sau khi chay kiem dinh Cronbach's Alpha va EFA, nhdm tac gia dUa ra dffdc 6 bid'n cd kha nang cd anh hffdng de'n bie'n phu thudc, dam bao dp tin cay cua thang do, tinh hdi tu vd gia tri phdn biet (Bang 4).
Phan tich hdi quy
Ke't qua hdi quy (Bang 5) cho tha'y.
Pro (F-statistic) bang 0.00000, nhd hdn 0.05, vi vdy, md hinh cd y nghia thd'ng kd. Hay ndi each khac, ke't qua cua md hinh cd y nghTa. R- = 0.24585, nghia Id md hinh giai thich dffdc 24.58% sff thay ddi cua bie'n phu thudc. Prob cua cdc bie'n LH, NV, TC nho lidn 0.05 cho thd'y, cdc bid'n ndy cd anh hffdng dd'n bie'n phu thudc. Ca 3 bie'n deu cd tae ddng tich cffc de'n bie'n phu thudc. Trong khi Prob cua cac bie'n cdn lai, gdm: TL HM, UT Idn hdn 0.05, nen cd thd cac bie'n khdng anh hffdng de'n bid'n phu thudc. Tdc gia sff dung Wald Test de kiem dinh sff thffa bie'n vdi gia thid't he sd' cua cdc bien TI, HM. UT bang 0. Ket qua cho tha'y, Prob (F-statistic) bang 0.5568, Idn hdn 0.05.
Vi vay, cdc bie'n khdng anh hffdng dd'n bid'n phu thudc, ta tid'n hanh loai bo bien TI, HM, UT ra khdi md hinh.
Nhdm nghidn cffu tie'n hanh kiem dinh cac khuyd't tdt cua md hinh.
Kiim dinh khuyi't tgt da cong tuyen:
He sd VIF dffdc sff dung dd kiem dinh da cdng tuye'n. Ta nhdn thd'y, VIF cua cdc he sd'nhd hdn 2. Chinh vi vay, md hinh khdng^cd hidn tffdng da cOng tuye'n.
_ Kiem dinh khuyi't tgt pliuong sai sai sd thay ddi: Tdc gia sff dung White test de danh gid khuyd't tat phu'dng sai sai sd thay ddi. Nhan tha'y Pro (F-statistic) = 0.4858, Idn hdn 0.05, nen md hinh khdng cd hien tffdng phUdng sai sai so thay ddi.
Kiem dinh khuyi't tdt tu tuong quan:
Serial Correlation LM Tesl du'dc sff du ng de danh gia khuyet tdt ar tifdng quan.
Tac gia nhdn thd'y. Pro (! taiistic) = 0.7I9I,Idnhdn0.05,ndnm6 \ '^i-.^mg cd hien tffdng tff tffdng quan.
Nhtf vdy, md hinh hdi quy la mo -.i'mi^
td't nhd't, khdng hi cac khuyet tat cua md hinh (Bang 6).
34
Kd't qua chay md hinh cho tha'y, R"
bang 0.192617, nghia la md hinh giai thich di/dc 19.26% stf thay ddi cua bien phu thudc. Md hinh cd 3 bid'n cd anh htfcing dd'n quyd't dinh gffi tien cua khach hang, dd la LH, NV va TC. Ca 3 bie'n, gdm: Loai hinh ngan hdng; Phong each nhdn vien va Tai chinh ddu cd tdc ddng tich cffc dd'n quye't dinh gffi tien cua khdch hang tai NHTM trdn dia bdn tinh Nghd An.
KET LU-\N VA KIEN NGHj Kd't qua nghidn effu cho tha'y, co 3 nhdn td tdc ddng de'n cdng tac huy ddng tidn gffi khach hang cd nhdn tai cdc NHTM tren dia bdn TP. Vinh, tinh Nghe An, gdm: Loai hinh ngdn hang; Phong each nhan vien; Tai chinh. Dffa tren kd't qua nghidn cffu, de nang cao hieu qua cdng tdc huy ddng tidn gffi khdch hang cd nhan tai cac NHTM trdn dia ban TP.
Vinh, nhdm nghien cffu dffa ra mOt so giai phdp flieo cac nhdn td tac dpng, nhff sau:
Nhom gidi phdp vi nhdn td Phong cdch nhdn vien: Cac NHTM can cd chinh sach tuyen dung vd dao tao ngudn nhdn lffc chd't Iffdng cao de dap ffng nhu cau ddi mdi cua ngan hang va dp dung nhffng thdnh tffu mdi cua cudc Cdch mang Cdng nghidp 4.0. Thffc hien cdng tac dieu chuyen cdn bd mdt each hdp ly va dung vdi quy dinh cua Nha nffdc de nhii'ng ngffdi cd ndng lffc, cd thai dp lam viec tich cffc dffdc cd'ng hid'n he't minh cho ngan hdng. Bdn canh dd, cdc NHTM can xay dffng va thffc hien quy che' chi tra thu nhap dap ffng dffdc cdc yeu cau:
thu hut, duy tri dpi ngu can bd gioi; kich thich tinh than lam viec cua ngddi lao ddng; phd hdp vdi ydu ciu cua ludt phap va kha nang tai chinh cda ngdn hang.
BANG 6: KET QGA M 6 HINH H 6 | QUY LH
NV TC Prob (F-siatistic)
R-squared Observations
DepeDdent variable: OD 0 242423 **'' 0.339654***
0 444725***
0.000000 0.192617 160 Luuy: *'^* bieu Ihi miic y nghTa tuang iing d miic 1%
Nguon Tinh toan cua n h o m tac gia
Nhdm gidi phdp vi nhan tdTdi chinh: Cac ngan hang hidn nay can cd sff linh hoat ve mffc lai sud't va cdc bieu phi dich vu cua minh nhdm dap ffng dffdc yeu ciu cua khach hdng, nhu'ng vdn dap ffng dffdc va'n de ve ldi nhudn cua ngan hang. Ben canh do, can cd nhffng chinh sach chdm sdc khdch hang phij hdp vdi tffng khoang thdi gian va sff kien cu the.
Nhom gidi phdp ve nhdn toLogi hinh ngdn hdng:
NHTM can cd nhffng chinh sach dinh hddng xdy difng thffdng hidu ciia minh tao ndn nhffng a'n trfdng ridng biet so vdi cac ngan hang khac trong cung he thd'ng, tff dd tao ndn nhffng stf a'n ttfdng trong long khdch hang.
Ddng thdi, cd nhffng chinh sach truyen thdng hieu qua, giam thie'u nhffng va'n de khdng dang cd, nhff:
tien trong tai khoan cua khdch hdng bi bd'c hdi, hay thdng tin cua khdch hang bi tid't Id ra bdn ngoai.
Ngoai cac nhan td' trdn, ke't qua chay md hinh cho tha'y, nhffng ngtfdi ldm cdng vide kmh doanh, budn bdn thffdng it khi gffi tien dd't kiem, trong khi cac can bd vd hffu thffdng xuyen gffi ddn tid't kiem. Nhffng ngffdi lam cdng viec kinh doanh, budn ban thffdng it gffi tid't kidm, bdi hp can ngudn vd'n de la'y ngudn hang dd kinh doanh, budn ban hoac san xud't ra mdt san pham de kinh doanh. Ngffdc lai, cdn bd nghi hffu do co mOt khoan den la Iffdng htfu hang thdng, nen thdng thtfdng, hp it khi dung de'n sdtidn ndy. Vi vdy, cdc ngdn hdng nen hddng de'n dd'i tffdng khdch hang tiem nang la ngffdi dd ve hffu. Con dd'i vdi Iffdng khach hdng kinh doanh budn ban, hp it cd Iddng tien nhdn rdi, nen.
Chinh vi vdy, ngan hang ndn bie't each khai thdc Iffdng khach hang nay bang cdc gdi san pham khac cua minh de td'i da hda ldi ich dat dffdc.•
J A I LIEUJTHAM KHAO _
1. Nguyen Thi Tuye't Mai va Nguydn Vu Hung (2015). Phuong phdp diiu tra khdo sdt: Nguyen ly vd ihUc tien, Nxb Dai hoc Kinh te' Qud'c ddn
2. Duy Phffdng va Vu t h i Hffdng (2018). Cdc nhan td anh hffdng de'n quye't dinh gffi tidn tiet kidm cua khdch hdng ca nhdn - Nghien cffu tai Ngan hangThffdng mai Co phan Cdng Thffdng Viet Nam, khu vtfc dnh Ldm Ddng, Tgp chi Cong Thuong, sd thdng 12/2018
3. Ambe, M. E. (2017). An investigation of determinants of deposit mobilization in commercial banks of Ethiopia, ^ejearc/i on Humanities and Social Science, 7(19), 55-64
4. Gunasekara, H. U. & Kumari, P. (2018). Factors Affecting for Deposit Mobilization in Sri Lanka, Intemational Review of Management and Marketing, 8(5), 30-42
5. Madura, J. (2010). Financial Markets and Institutions, 9th ed. USA: Joe Sabatino.
6. Rose, P. (2003). Commercial Bank management, 1 ed. US: Finance Publishing company
