DO LIfONG CHAT LIfONG DfCH VU T I N DUNG CUA CAC NGAN HANG THUONG M A I
TAI THANH PHO LONG X U Y l N
NGUYEN T H A N H L O N G *
Dich vu tin dung id dich vu ehu yeu ctia cdc ngdn hdng thuong mgi & VN. Ngodi lai suat, chat lirang dich vu md khdch hdng cdm nhgn Id yeu to quan trgng de thu hut, giii- chdn khdch bdng.
Nghien cuu ndy kidm dinh thang do SERVPERF - mpt bicn thd cua SERVQUAL - cho dfch vu tin dung bdng phutmg phdp SE.M v&i dd- lieu tir gdn 200 hoi ddp ciia khdch hdng cd giao dich v&i 20 ngdn hdng tgi TP. Long Xuyen, tinh An Giang. Ket qud cho thay: (1) chdt luffng dich vu tin dung Id mpt khdi niem bgc 2 gom 5 thdnh phdn cff bdn cita SERVQUAL; vd (2) thang do 5 tbdnh phdn ndy gom 14 bien Id co gid tri, cdc mtic do co sir hieu cbinh nhat dinh so vt'fi thang do goc.
Tir khoa: Dich vu lin dung, chat luang dich vu. SERVQUAL. SERVPERF.
1. Gidi thieu
Dich vu ngan hang la cac tien ich ma ngdn hang bang cac nghiep vy cua minh cung cap cho khach hdng cd nhu cdu kinh doanh, smh ldi, sinh boat, cat trii tdi sdn.. vd ngan hang thu chenh lech lai suat, ti gia hay thu phi dich vu. Ngan hang cd the cd hang tram loai hinh dich vy khac nhau. Mac dii cac loai hinh dich vu phi tin dung da duoc ddu tu phdt trien (nhu nghiep vu the, kinh doanh ngoai hdi, chuyen tien, kieu hdi...), dich vu tin dyng (cho vay vdn bang tien de thu lai) van la san pham chii yeu ciia cac ngan hang thuong mai VN hien nay [1]. Gia ca dl nhien Id mpt yeu td canh tranh quan trpng, nhung khi muc phi (lai suat/phi dich vy) giiia cac ngdn hdng la khdng cd sy khac biet dang ke, thi chat luong dich vy ma khdch hdng cam nhan duoe se ddng vai trd quyet dinh trong thu hut, giii chan khaeh hang.
Cho rdng chdt lugng dich vu Id khodng each giira cam nhdn ciia khach hang v6 thdnh qua thyc te ma dich vu mang d6n so vdi ky vgng cua hp ve dich vu dd, Parasuraman, ZeithamI & Berry (1985; 1988) da thiat lap thang do SERVQUAL gdm 5 thdnh phan:
(1) phuong tien hiiu hinh, (2) tin cay, (3) ddp img, (4) nang luc, va (5) cdm thdng. Ly thuyet va thang do nay nhanh chdng thu hut dugc cac nha nghien cuu khac thao ludn, phe phdn vd kiem dinh. Dua vao SERVQUAL, Cronin Jr. & Taylor (1992, 1994) phdt trien thang SERVPERF, chi do thanh phan cam nhan ciia khach hang. Cho den nay, cd hai thang do nay deu dugc kiem dinh gia tri, vd trien khai dp dung cho nhieu loai hinh dich vy khac nhau, trong dd, cd cd cac dich vy ngdn hdng.
Thang do chdt lugng dich vy can dugc kiem dinh lai trudc khi dp dung de do ludng, ddnh gid tren thuc tien cho dich vu, thi trudng cu the. Trong trudng hgp dich vu tin dung ciia cac ngdn hdng, cau hoi dat ra la chat lupng dich vu ndy eau true nhu the nao, co the do dugc bang thang do SERVPERF hay khdng.
Nghien ciiu nay nham trd ldi cdc can hdi tren.
2. Ctf sd ly thuyet
2.1. Mo hinh sai biet cdm nhgn vd lq> vgng (disconfirination) - Thang do SERVQUAL
Tdng ket cac nghien cim trudc, Parasuraman vd cpng su (1985) dua ra 3 dac trung ciia dich vu: (1) vd hinh, (2) khdng dong nhat, vd (3) khdng the chia
«T.nn F\ai hnr. An Giano TAI CAU TROC HE THdNG • ^
NGAN H A N G T H U O N G MAI VI^T NAM | ^
P H A T T R I E N K I N H T E
tdeh dugc. Do dd, rdt khd do luong chdt lugng ciia nd. Parasuraman vd cgng sy (1985; 1988) da khai niem hda chat lugng djch vy tren eg sd chat lugng cam nhdn - dugc Zcithalm (1987) djnhnghTa Id sy tham dinh cua khdch hdng ve sy xuat sac, vugt trpi tdng quat ciui mpt sy vdl, Ihyc (he Chat lugng dich vii theo quan di£m khach hang c6 cdc dac trung sau day: (1) chdt lugng cam nhdn khdc bi?t vdi chat lugng khdch quan. (2) chat lugng nhu mgt dsing thai do, (3) chdt lugng cam nhdn khac biet sy hai long, (4) chdi lugng djch vy la su sai biet giiJa thanh qua cam nhan va ky vgng ciia khach hdng. Parasuraman va cpng su (1985; 1988) da lien hanh phat trien thang do chat lugng djch vii dugc ggi ten la SERVQUAL con lai 5 thanh phdn vdi 22 bi6n quan sat nhu sau'
- Phuong lien hiiu hinh (Tangibles): Su thS hien ben ngoai ciia co sd vat chat, thiet bi, nhdn vien, vat lieu, va cong cu thong tin.
- Tin cay (Reliability): Khd nang thuc hien dich vu phu hgp va chinh xdc voi nhiing gi da cam ket, hira hen.
- Dap irng (Responsiveness): Muc dp mong mudn va san sang phye vu khdch hang mdt each kip thdi.
- Nang luc phuc vy (Assurance): Kien thiic, chuyen mdn va phong each hch lam cua nhan vien phuc vy; kha nang lam cho khach hdng tin tudng.
- Cdm thdng (Empathy): The hien su dn edn, quan tdm den timg cd nhan khaeh hdng.
Ve thii tuc, 22 bien tren phdi do cd phan ky vgng va cam nhan cua khdch hdng. Thang do SERVQUAL nhanh chdng thu hiit dugc su chii y cua gidl nghien cuu tiep thi. Trong do, ddng chu y id quan diam cua Cronin Jr. & Taylor (1992, 1994) vol thang do SERVPERF.
2.2. Mo hinh thdnh qud cdm nhgn - Thang do SERVPERF
Cronin Jr. & Taylor (1992, 1994) cho rdng thdnh phdn thdnh qua cdm nhan cua khach hdng the hien chat lugng djch vu tdt hon mo hinh disconfirmation (do sai biet giiia thdnh qua cam nhan va ky vgng cua SERVQUAL). Hai nha nghian curu nay sir dung cdu true 5 thanh phan chat lugng dich vy cua Parasuraman va cpng sy (1985; 1988), nhung chi
thanh phan thanh qud cdm nhan, dat ten la thang do SERVPERF. Cronin & Taylor da tian hanh kiSm dinh vd so sdnh doi chieu gia tri vdi SERVQUAL tir phan tich diT; li?u khdch hang ciia 4 nganh dich vu, Kel qua cho thdy SERVPERF cd muc phii hgp vdi dir li?u cao hon, gidi thich tfit hon moi quan he vdi cdc bien lien lo (antecedent variables), trung chuyan (intervenning variables) hay hp qua (consequent variables) lien quan.
Cd Ihe ndi, cho den nay, SERVQUAL, SERVPERF la hai ihang do dugc de cap dSn rpng rai nhdt trong nghien ciju tiep thi va dich vu; nhieu khi cd tan chung la SERVQUAL Nhin chung, SERVQUAL, SERVPERF ve ca ban la c6 gid tri, nhung cac thanh phan cd the cd cdc bien thdi va co cac trpng sd tdc dpng khdc nhau dan su hai long cua khach hang hiy Iheo loai hinh dich vu vd boi canh kinh ta - xa hpi. Ve thu hic do, SERVPERF don gian hon.
2.3. Chat luffng djch vu vd su hdi long (thod mdn) ciia khdch hdng.
Chat lugng dich vu cd nhieu he qud. Luge khao cdc nghien ciiu trudc ciia Grapentine (1999) cho thdy he qud ve y dinh hanh vi khdch hang dugc cac nghian ciiu tap trung de cap gdm cd: Idng trung thdnh (loyalty), chuyen ddi (switch), mua nhiau hon (pay more), phdn ung ngoai vi (external response), phdn ling ngi tai (internal response). Cac y dinh nay dan dan hdnh dpng duy tri hay eat diit quan he vdi nha cung cap djch vu. Tuy nhian, cac y dinh hanh vi ndy dugc cho la dan tir su thoa man ciia khdch hang ddi vdi chat lugng dich vu. Tong quat hon, ZeithamI va cpng sy (2008, dan theo Mengi (2009)) cho rdng sy hai Idng den tir chat lugng dich vu, chat lugng sdn pham, gid cd ma khach hang cam nhan va chju anh hudng ciia yeu td cd nhan ciing nhu cac nhan to tinh huong; chinh su thoa man dd tao ra long tmng thanh doi vdi dieh vy,
2.4. Kit qud cdc nghien cuu tru&c ve chdt Iwffng dich vu ngan hdng
Thang do SERVQUAL/SERVPERF da dugc nhiau nghien ciiu kiem dinh cho nhieu loai hinh djch vy khac nhau d cac qudc gia, lanh tho khdc nhau.
Nhin chung, 22 muc do gdc deu can dugc hieu chinh de thich hqp vdi boi canh; cac thanh phan chat lugng cd the khdng cdn giii dugc cau tnic ban dau; tac
I
m TAI CAU TRiJC HE T H 6 N G t MQAN H A N G THliONG MAI VIET NAMddng cua cdc thanh phan chat lugng dan sir hdi long khdch hang cung Idiac nhau (vi du: Al-hawari, 2008;
Chen & Chang, 2005; L. T. Nguyen, 2008; T. D.
Nguyin va cgng su, 2003; T. T, M. Nguygn, 2006;
T. T, P. Nguyen, 2008). Ddi vdi djch vy ngan hang, cac nghien ciiu trudc eho thay cdc diam sau:
Mpt Id, cac dich vu ngan hang thudng dugc nghien ciiu dudi dang mgt tap djch vu kat hgp: ngdn hang ty dgng (ATM), ngan hdng Internet, ngan hang dien tir hay tdng tha djch vu ngan hang (vi du: Al- hawari, 2008; Al-Tamimi & Al-Amiri, 2003;
Greenland, Coshall, & Combe, 2006; Jun & Cai, 2001; Moutinho & Smith, 2000...),
Hai Id, nhiau nghien ciiu khang dinli chat lugng dieh vu tac ddng tich cue dan su hai long cua khach hang (vi dy: Al-hawari, 2008; Mengi, 2009; T. T. P, Nguyen, 2008). Rieng k6t qua nghien ciiu ciia Chen
& Chang (2005) cdn ket luan chat lugng dich vu ngan hang lam giam nii ro cam nhdn cua khach hang.
Ba Id, ciing nhu cac loai hinh dich vu khdc, thang do SERVQUAL vd SERVPERF tdng quat deu dugc dimg Idm ca sd de phat tnen thang do cu the trong dich vu ngan hang. Kat qud cho thay cac thang do deu cd su dieu chinh nhdt dinh de dat yau cau. Chdt lugng dich vu ngan hang dugc khao sat bang mo hinh khdi niem bde 1 (first-order construct) (vi du, Chen & Chang, 2005; Guo, Duff, & Hair, 2008; Pal
& Choudhury, 2008).
Bon Id, cd hai nghien ciiu vdi cdch tiep can chat lugng dich vy khdng dua hoac chi dya mdt phan vdo SERVPERF/SERVQUAL nhu sau. (1) Moutinho &
Smith (2000) sir dung yeu to thuan tien md khach hang cam nhan trong giao dieh/truy cap de ap dung cho do ludng chdt luong tdng hgp cua dich vu qua ATM va dich vu qua nhan vien cua ngdn hdng; (2) Jun & Cai (2001) khdm pha chat lugng dich vu ngan hdng true tuyan bang mdt nghien cuu dinh tinh vdi dir lieu Id edc y kien khach hdng tren cdc website ciia ngdn hdng true tuyen dugc xir ly qua phuong phap phan tich npi dung. Ket qud cho thdy ngoai su thuan tien, chat lugng dich vu cung bao gdm cdc thanh phdn ciia SERVQUAL va cd quan he chat che vdi su hdi long khdch hdng.
Nhu v^y, qua cac nghian ciiu tren, chat lugng dich vu tin dung chua dugc de cap; ngoai ra, chat
lucmg dich vii ngan hang dugc khdo sdt theo md hinh edu tnic bae I. Cd the thay su cdm nhan ciia khdch hdng ve dich vy da dugc cung img Id mdt dang thdi dg khong the do ludng tryc tiep nhung biau hien dugc qua 5 thanh phdn ndi tren.
3. Mo hinh nghien cuTu va phu'c^ng phap nghien cufu
3.1. Mo lunh nghien ciru vd cde gid thuyet Dich vu tin dyng dugc thyc thi chii yeu bang tuong tdc Iryc tiap qua nhdn vian tai hoi sd, chi nhdnh, Trong nghien ciru ndy, thang do SERVPERF se dugc dimg de do ludng 5 thanh phdn sau: (1) phuong tian hiiu hinh: cdng trinh kien tnic, noi that, trang thiat bi noi giao dich; (2) tin cay: su ehudn xdc trong qua trinh cung iing tu van, tham djnh, cung ling lin dyng, nhu; gid hen, lugng thdng tin, luong tin dyng...; (3) dap iing: thdi dp mong mudn, sdn sang, cau thi ddn tiep, trao doi va phuc vy; (4) nang lyc: nhdn biet nhanh, dimg nhu cdu tin dung cua khdeh hang; trinh dp chuyen mdn tdt: hieu biet rpng, tu van hieu qud, hodn thanh thu tye gpn, chinh xdc;
va (5) cdm thdng: the hien sy quan tdm, thong cdm vdi hodn canh, nhu cdu eiia ca nhan khach hdng, tdn trpng cac bi mat, thdng tin ca nhan. Nam thdnh phan ndy phdn anh khai niem dn Id chdt lugng dich vu tin dyng. Chdt lugng ndy tdc dgng tich cue den sy hai Idng ciia khdch hang sir dung dich vu tin dyng. Md hinh nghien cim dugc tha hien d Hinh 1. Trong dd, thang do su hdi long Id ty phat trien tren eo sd tham khao T. D. Nguyen va cpng sy (2003),
Theo dd, co tha phdt bieu hai gia thuyat sau:
HI: Chdt lugng dich vu tin dyng la khai niem bdc 2, cd 5 thanh phan la; phuong tien him hinh, dap ling, nang luc, tin cay, va cam thong.
H2: Chdt lugng dich vy tin dyng quan he duong vdl sy hdi Idng cua khdch hang, nghia Id khdch hang ddnh gia chat lugng dich vy tin dung cdng cao, cang cam thay hdi long.
TAI CAU TRtiC HE THdNG • m N G A N H A N G T H U O N G M A I V I | T NAM | 9
P H A T T R I E N K I N H T E
Hinh 1. Mo hinh nghien cifu 3.2. Phuffngphdp nghien edit
Nghian ciiu dugc tien hdnh theo hai giai doan: so bg va chinh thuc, Nghian ciiu so bp cd nhiem vii thdm dinh, hieu chinh thang do SERVPERF bdng cdc cupc phdng vdn tryc dien 5 nhdn vian tin dyng lir 4 ngdn hang de tim hieu ve thii tye, quy trinh phuc vu va 10 khdch hang sir dung dich vy tin dyng d 3 ngan hdng de hieu chirdi, phdt trien edc myc do chat lugng theo quan diem khdch hang. Tiep theo, mot bdng cau hdi dugc hodn thdnh, phat hanh thu, ghi nhan cdc phan hdi, rdi hoan chinh ldn cuoi da cho ra bang cdu hdi eudi cimg. Nghien ciiu chinh thiic la dinh lugng, diing ky thuat phdng van qua bang cau hdi da thu thap dii lieu; sau dd, loan bd dii lieu tir hdi dap dugc xir iy vdi sy ho tro ciia phdn mem SPSS va AMOS. Khdi dau, dir lieu dugc ma hda va lam sach, sau dd, qua cdc phan tieh ehinh: (1) ddnh gia so bg thang do bang Cronbach Alpha vd EFA, (2) danh gia thang do bang CFA, va (3) kiem djnh md hinh ly thuyat va gid thuyat nghian ciiu bang SEM.
Bang 1.
Nam UO
<30 30-39 4 0 ^ 9
>=50 THCS THPT Ogi h(?c
. Thong tin mau
N 112 82 70 70 44 10 29 83 82
COng
%
58 42 36 36 23 5 ) 5 43 42 194 100 Mau nghian ciiu: sir dung phuong phap lay mau thudn lien vdi ky thuat phat tnen mam (snowball sampling): Mdt sd khach hang sir dung dich vu du^c de nghi gidi thieu them cdc khach hang khac. Du lieu dugc thu thap trong quy 11/2010. Sau khi lam sach, cd 194 hdi ddp dugc su dung lam dii lieu cho phan tich. Ngudi dugc phdng van la chu tdi khoan hoac nhan vien giao dich cd quan he vdi 18 ngan hang va 2 quy tin dyng dang hoat dpng tai TP. Long Xuyen. Trong dd, 2/3 la khach hang tin dung ngdn han vdi 3 dang lai suat: cd dinh, thd noi va ket hgp, 4. Ket qua nghien cuTu
4.1. Kiem dinh thang do qua phdn tich nhan to khdm phd EFA
Trong Ind hinh, cd mdt khdi niem don hudng la su tlioa man ciia khdch hang (mSAT) va mdt khai niem da hudng (multidimensional construct) Id cMt lugng dich vu tin dyng (mSERB) gdm 5 thdnh phan ddc lap la: phucmg tien hiru hinh (mTAN), tin cay (mREL). dap img (mRES), nang lyc (mASS) va cam thdng (mEMP).
Kat qua phan tieh (Bang 2) cho thdy cac muc ^o, thdnh phan sau khi loai bdt cac bien rac la dat yeu cau (a>0,7, phuong sai trich>50%, he s6 tdi >0,5, khdng cd bien tuong quan cheo). Diem dang chii y la bien REL_3 (Nhan vien ngan hang rat chan thai khi tu van) ciia nhan to Tin cay da quy t^p ve nhan to Dap ling (mRES). Ve mat ndi dung, khi khach
16
TAI C A U TRiJC HE THdNG N G A N H A N G T H U O N G M A I VIET NAMBang 2. EFA cho 5 thanh phan SERVPERF djch vu tin dung (SERB) va S^ hai long (SAT)
Bien TAN_1 TAN_2 TAN_3 REL_4 REL_5 REL_6 REL_3 RES_4 RES_5 ASS_2 ASS_3 ASS_4 E M P J
EMP_2
EMP_3
EMP_4 EMP_5
Noi dung muc do (gian iu'p'c) Tru so- NH rat uy nghi, be the Khu vyc giao dich ngan nap, ti^n nghi Trang thiet bj hi^n dai, tien t i i n NVNH Iu6n l^m dung nhung gl da hua hen NH luon l&m diing cam l<et trong h(?p dong NH thuc hi^n nghidp vy hoan loSn chfnh xae NVNH rat Chan thgt l<hi l u v i n cho t6i NVNH rat nhiet tinh gii]p thyc hi?n cac thCi tuc
NVNH san sang t u van s u dung khoan vay NVNH thanh thao trong l<y nang van phong NVNH hieu chae, biet ro qui trinh nghidp vy NVNH thanh thao qui trinh thu tye nghiep vy NH iuon the hien s u quan tam den ca nhan tdi
NH het sue thong earn eae mong muon eua toi
NH ludn xem cac I<h6 l<han cua toi nhu eua ho
NVNH quan tam cdng viee eua tdi rat ehan thanh
TOI cam nhgn duge s u than thiet ciJa NH nay mEMP
0,04 0,01 0,00 -0,09 0,06 0,05 -0,17 0,16 0,10 -0,06 -0,03 0,03
0,66 0,77
0,96 0,82 0,70
mASS -0,29 0,05 0,21 -0,08 0,03 0,20 -0,01 0,11 0,04 0,71 0,83 0,80
0,11 0,06
-0,05 -0,06 -0,06
SERB mREL 0,12 0,10 -0,16 0,86 0,76 0,62 0,12 0,13 -0,15 -0,01 0,12 -0,01
0,13 0,06
0,00 -0,16 0,06
mRES 0,11 -0,10 0,03 0,13 -0,01 -0,13 0,67 0,58 0.87 0,06 0,02 0,00
0,00 -0,10
-0,03 0.04 0.08
mSAT mTAN
0,55 0,72 0,76 0,07 -0,01 -0,01 0,07 -0,05 -0,02 0,07 -0,11 -0,01
0,00 0,10
-0,10 0,06 0,02 To! het SLFC hai Idng qui trinh phye vy cua NH
^.j Toi het sire hai idng vdi s y phye vy cua - NVNH
SAT_3 Noi chung, tdi het sCec hai long ve NH nay Eigenvalue
Phuong sai trich (%) Cronbach Alpha"
Eigenvalue*
Phifcng sai trich (%)'
6,58 36,59
0,89 3,50 70,03
2,01 9,84 0,83 2,13 75.74
g do don buo'ng 1,43 5,84 0,82 2,22 73,94
1,30 5,39 0,79 2,13 70,97
1,10 4,36 0,70 2,30 63,84
2,38 2,38 79,38 Ghi chu:
*: cac chi tieu xae djnh cho ICmg thanh phin rieng le nhu II NH: ngan hang; NVNH: Nhan vien ngan hang
T A I CAU TROC H£ THdNG • V NGAN H A N G THUONG MAI VlET NAM | #
PHAT TRIEN KINH TE So 259, Thana Nam nam 2012
hdng xem chdn ihdi trong lu van la mdi dap ung can CO ngay khi tiep xiic la cd the hieu dugc. Do do, REL_3 trd Ihanh mot muc do ciia mRES dugc chap nhan.
4.2. Kicm dinh mf> binh do lud'ng ntSERB qua phdn tich nbdn td khdng dinh Cl'l (Kicm dyih HI)
Kiem dinh mo hinh do lirdng t&i han:
Sau khi loai bien EMP_4, EMP 5. TAN_I, kel qua phdn lich cho Ihay mo hinh do ludng tdi han 5 thanh phan phan bi?t ciia SERVPERF dugc chap nhdn khi cho cdc chi sd dat yeu cau, cac khai nigm thdnh phan bdo ddm gia tri hgi ty va phdn bi?! (I linh 2A)
Kiem dinh gid ibuycl HI - Kiem djnh SER VPERF nhu mpt {dun niem hgc 2.
De kiem dinh HI, md hinh do ludng chat lugng dich vu tin dung nhu mdt khdi mem bdc 2 dugc xdy
d\rng nhu Hinh 2B de thyc hien CFA. Cac chi lie danh gid gom (I) mire phii hgp cua md hinh; (2) gi Irj khdi nit^m: linh don nguyen phdi bao ddm dkh;
nigm cap 1 va d ca khai niem cap 2.
Ket qua phan lich (Ban^ 3 va Hinh 2B) cho iha' md hinh SERVPERF cd cau iriic bae 2 vdi 5 than!
phan cd thi so phii hgp dat yeu cau vd khdc bi?
khdng ddng ke so vdi mo hinh do ludng tdi han, cai chi so danh gid gid tri thang do deu dai yeu cdu. be dd. gid thuyel MI dugc chap nhdn. Tuy nhien, c6 thj thay so inyc do cho mgt thdnh phan khdng datjsc lugng tdi uu (la 4 den 5 muc do), Iru mTANjc^
myc do, moi thanh phan cdn lai cung chi c6 3flp 4.3. hiem djnh su phit hgp ciia md hinh^u tnic (mo binh ly thuyet) (Kiem djuh gid thuyet H2)\
Kiem dinh mo hinh cdu trdc:
Sau khi kiem dinh md hinh do luong tdi||
mSERB va mSAT duge dua vao md hinh cau[nic|
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[A] [ B ] Hinh 2 . CFA cho mo hinh do li/dng t 6 i han & c a u true t h a n g do SERVPERF
1 fi T A I cAU TRCJC H E THdNG N G A N H A N G THUONG MAI VIET NAM
Bang 3. Ket qua kiem djnh khai niem b^c 2 SERVPERF
Gia trj hgi tu khai ni^m b$c 2 Dp tin cay tong hap (CR) &
Phu'cng sai trich trung binh (AVE) Trgng
so Sal lech chuan
C R So muc
do CR AVE mTAN
mRES mREL mEMP mASS
mSERB 0,789 0,148 5,323 mSERB 0,847 0,137 6,186 mSERB 0,807 0,134 6,006 mSERB 1
mSERB 0,962 0,146 6,576
mTAN 2 0,752 0,603 mRES 3 0,794 0,565 mASS 3 0,843 0,643 mREL 3 0,828 0,617 mEMP 3 0,875 0,700 de kiem dinh, ket qud phan tich the hien d Hinh 3.
Ngoai trir chi tieu CMIN/df xdp xi yeu edu (2,016>2,000), cac chi so TLI, CFI, RMSEA dku cao hon cac chuan yeu cau mdt it. Ket qua phan tich bootsfrap vdl N=1.000 ciing cho thdy sai biet giiia udc lugng ML vd ude lugng bootstrap Id nhd. Do do, cd the ket luan rang, md hinh Iy thuyet la phu hgp vol dii li?u thi trudng.
Chisquare=227,aiS(113df) p=0,000 CMIN/df=2,016 TLI=0.923 CF 1=0,936
Hinh 3. Kiem d m h sU phii hdp cua mo hinh ly t h u y e t
Kiem dinh gid thuyel H2 - Kiim dmh gid thuyet quan he nhdn qud giiia SER VPERP vd su thod mdn ciia khdch hdng
Ket qua kiem dinh quan he nhdn qua giiia cac khdi niem dugc trinh bdy d Bdng 4. Cd the thay, cdm thdng, nang luc va dap umg la cdc bieu hien ndi trgi cua chat lugng dich vy tin dung (gidi thich hon 50%
ba thanh phan nay). He sd hoi qui ciia bien nguyen nhan mSERB d8n bien ket qud mSAT la 0,80 (p=0,000), do dd, chap nhan gid thuyet H2 dugc chap nhan.
5. Ket luan
Nghien ciiu kiem djnh Ihang do SERVPERF cho chat lugng dich vu tin dung mang Iai cac ket qud chinh sau day:
Chat lugng dich vu tin dung (mSERB) dugc khang dinh la mpt khdi niem bdc 2 (14 muc do/bien quan sat), cau true bdi 5 thanh phan co bdn nhu SERVPERF: (1) Phuang tien huu hinh. ndi thdt, trang thiet bi noi giao dich; (2) Tin cdy: su ehuan xdc trong qud trinh cung ling tu van, thdm dinh, cung iing tin dung, nhu: gid hen, lugng thdng tin, lugng tin dung...; (3) Dap ling: thai do mong mudn, san sang, edu thi ddn tiep, trao
T A I C A U TRUC H% THdNG • A N G A N H A N G THUONG MA' VI?T NAM | ^
P H A T T R I E N K I N H T E
Bang 4. Ket qua kiem djnh quan h$ nhan qua (chuan hoa) H$ s6 Sal l^ch chulin CR.
mTAN mRES mREL mASS mEMP mSAT
<—
<—
<—
<-
<—
<—
mSERB mSERB mSERB mSERB mSERB mSERB
0,658 0,761 0,644 0.759 1,000 0,791
0,115 0,105 0,100 0,106
0,102
5,706 7,S41 6,466 7,186
7,728 doi vd phuc vy; (4) Nang luc: nhdn biel nhanh, dimg
nhu cau tin dyng ciia khach hang; trinh dg chuyen mdn tot: hieu biet rgng, tu van hieu qua, hodn thdnh thu tuc nhanh; (5) Cam thdng: the hi?n su quan tam, thdng cam vdi hoan cdnh, nhu cau cua cd nhan khach hang. Trong do, phuong tien hiiu hinh cd mire bieu hien chat lugng thap hon bdn thanh phan cdn I^i. Bdn thanh phan ndy tap trung cho ky nang nghiep vy, thai do phuc vy cua nhan vien.
Gia thuyet khdch hang ddnh gid chat lugng dich vu tin dung cang cao, cang hai Idng vdi sy phye vu cua ngan hang dugc chap nhan vdi 70% phuong sai ciia su thod man dugc giai thich.
Sd lugng va ngi dung co ban cac thanh phan cua Chat lugng djch vu tin dung (mSERB) nhu tren la hrong ddng voi mdt sd nghien ciiu trudc ve chdt lugng dich vy tdng quat ngan hang tdng quat, cu th6 Id nghien ciiu cua Al-Tamimi & Al-Amiri (2003) tign hanh d UAE; Mengi (2009), d An Do. Su khdc biet cau tnic va ndi dung cdc thanh phdn mSERB hien ro kJii so vdi ket qua cac nghien curu chat lugng dich vu hep. Chang han, chat lugng djch vu ngan hang dien hi: khdng cdn thanh phdn nang luc (Chen
& Chang, 2005), nang luc va ddp iing hpi tu thanh mgt (T. T. P. Nguyen, 2008); chdt lugng dich vy ngan hdng true tuySn - cd 17 dinh to, bao ham 5 thanh phdn da da cap (Jun & Cai, 2001); chat lugng dich vu ngan hang cho cdng ty (Guo, et al., 2008) - cd 4 thanh phan: truyen thdng, cdng nghe, tin cay va vdn nhan luc. Tuy nhien, su khdng th§ thi6u cua thdnh phan phuong tien hiiu hinh va nang luc nghiep vu cua nhan vien la nhat quan cho tdt ca thang do.
Khi phuong thiic giao tifip chu y6u Id true hiyen, thanh phan cdng nghe thdng tin, qui trinh xii ly thdng tin noi len thay the mgt phdn nang luc nhan
vien. Do dd, cac khac bi?t ve thdnh phdn Id co thg hieu dugc vd y nghTa co bdn ciia 5 thdnh phin SERVQUAL van cd gid tri.
Tuy nhien, cac nghien ciiu trudc chi tiep cdn chai lugng dich vy ngan hang nhu mgt khai niem bae I va giai thich sy thoa man cua khdch hang thong qua quan he vdi tijng thanh phan rieng le. Do do, co the xuat hi?n tnidng hgp mgt vai thanh phan chdt lu^ng khdng cd quan h? den su thoa man khdch hang (Al- Tamimi & Al-Amiri, 2003; T. T. P. Nguyen, 2008).
Tiep can chat lugng dich vy ngan hang nhu mgt Uiai niem bdc 2 khdng chi khang dinh dugc gia trj ciia thang do nay qua cdng cy CFA ma cdn cung cap them mgt gdc nhin khac cho cau true khai niem n gidi thich tac dgng cua nd.
6. Cat gdi y, kien nghj doi vdi cac ngan hang thu'dng mai
Cdc ket qud nghien ciiu tren dan den cac hdm y qudn tri sau cho dich vy tin dung:
Phuong tien hihi hinh la cdn cd cho chat lugng dich vy tin dung, nhung khdng hdn la quyet dinh, Nha qudn in can cd dau tu, quan tam diing muc cac yeu td hiru hinh Id trang tri ngi thdt, trang thik bi van phdng giao dich.
Nang lyc nghiep vy va thai do phuc vu ciia nhan vien la quan trgng nhat, dac biet la su cam thong w san sang dap iing nhanh chdng, nhiet tinh cac yeu cau ciia khach hang. Khach hang tin dung khong M quan sat, danh gia quy trinh npi nghiep cua ngan hdng ma chi tiep xiic nhan vien giao dich. Do do, 0 nga tiep xiic khach hang can dugc tuyen chgn, tap huan de khong chi thanh thao nghiep vy ma con phai cd thai dp an can, thau hieu vdi hoan canh, tam trang ngudi di vay.
2 0
T A I C A U T R O C H E THdNG NGAN H A N G T H U O N G MAI VI$T NAMDo bp thang do chat lugng dich vy tin dyng 14 muc da dugc kiem djnh, nha quan tri cd the dimg bg thang do ndy de thu thap thdng tin tir khdch hang de danh gia chat lirgng djch vy cua minh, qua dd do ludng thanh qua, nang luc cua nhan vien.
Nghien ciiu nay cd mdt sd han che ddng luu y:
Mpt la, tuy cd ket hgp han miic (quota) d cac bien nhan khau hgc, each lay mau thuan tign vdi ky thuyit phdt trien mam (snowball sampling) ciing it nhieu han che gid tri tdng quat hda ciia cac kel qua nghien cim. Hai Id, trong thang do chat lugng dich vu tin
dung, sd lucmg muc do cho 1 thanh phan don hudng khdng dat miic tdi uu (4 hoac 5), chi c6 3 muc do cho 4 thanh phdn, rieng Phuong lien hiiu hinh chi cd 2 muc do. Dieu nay lam cho gid trj kiem dinh thang do khdng Ih^t tdt, ddu rang thang do la tin cay vd cd gid tri, so myc do la ggn, iing dung de dangM CHU THICH
[1] Nguyen Chf Trung, Nang cao chat tu^ng d/ch vv ngSn hang trong xu th4 hgi nh$p.
http7/www sbv gov vn/vn/CdeCNTT/
tinCdeCntl.jsp?tin=316
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T A I C A U T R O C H | THdNG A « N G A N H A N G THUONG MAI VIET NAM ^ |
