Cac nhan to anh hu'dng den
su* hai long cua khach hang ca nhan doi vdi djch vu phi tin dung
tai HDBank VTnh Long
BUI VAN TRINH*
DOAN LE THANH HOAl"
Tom t^t
Bdi vii'l sff diing phucmg phdp phdn tich dinh lugng nhdm lim ra cdc nhdn tddnh hudng tdi sU hdi long cda khdch hdng cd nhdn ddi vdi dich vu phi lin dung tgi Ngdn hdng Thuang mgi Co phdn Phdt triin TP. Ho Chi Minh Chi nhdnh VTnh Long (HDBank VTnh Long). Ki't qud nghiin cUu cho thdy, co 5 nhdn to, gom: Suiin cdy; Phuong tiin hffu hinh; Suddp ffng; Ndng lucphuc vu; De sff dung cd dnh hudng den sU hdi ldng cda khdch hang dd'i vdi dich vu phi tin dung tgi HDBank VTnh Long. Trong dd, nhdn td Su tin cdy cd dnh hudng mgnh nhdt vd Ndng luc phuc vu cd dnh hudng yi'u nhd't.
Tii khoa: dnh hudng, khdch hdng cd nhdn, su hdi long, HDBank VTnh Long Summary
The article uses quantitative method lo discover determinants of individual customer satisfaction with non-credit banking services at Ho Chi Minh City Developmeni Joint Stock Commercial Bank, Vinh Long Branch (HDBank Vinh Long). The results reveal five influential faclors, which are Reliability, Tangibles, Responsiveness, Assurance, and Ease of use. In particular, Reliability creates the largest impact while Assurance has the smallest effect.
Keywords: influence, individual customer, satisfaction, HDBank Vinh Long
GlCfl THIEU hang, ma minh cung cap dich vu, ttf do co gidi phdp hdp 1^. Xua't phat ttf ly do nay, nhdm tdc gia thtfc hidn Vdi xu the hdi nhap qudc td'ngay cang nghien ctfu "Cdc nhan to' anh htfdng dd'n stf hai long sdu, rdng, stf ddi hoi cao hdn ve mtfc sd'ng cua khach hang cd nhan dd'i vdi dich vu phi tin dung tai va nhiJng dich vu cao ca'p ttf phia khdch HDBank VTnh Long".
hang, trong do co dich vu tai chinh. Cac
ngan hdng thtfdng mai Iln Itfdt ra ddi va CO S& LY THUYET VA PHl/ONG PHAP khach hang CO nhieu quy^n Itfa chpn mgt NGHIEN CUU
nha cung cap dich vu tdi chinh cho hp.
Ngan hdng ndo danh dtfdc nhieu stf quan Cd sii ly thuyet
tam vd long trung thanh ciia khach hang, Theo Fomell (1995), stf hdi long hoac stf tha't vpng thi se thdnh cong. Do do, chie'n Itfdc kinh sau khi tieu dtfng la phan tfng ciia khach hang ve vide doanh ciia cac ngan hang la htfdng trpng ddnh gid bang cam nhan stf khdc nhau gitfa ky vpng tam vao khach hdng. trtfdc khi tieu diing vdi cam nhan thtfc te ve san ph^m
Dich vu phi tin dung ngan hang la sau khi tieu dung no.
vide ma cdc ngdn hdng thtfdng mai dang Hoyer yd Maclnnis (2001) cho rang, stf hai long cd htfdng tdi, vi thu nhap ttf lai cua ciia tin the gan lien vdi cam giac cha'p nhan, hanh phiic, giiip dung dang co xu htfdng ngay cang giam. dd, pha'n khich, vui stfdng.
Mudn cai thidn va phat trie'n dich vu nay, Kotler (2000) dinh nghia, stf hai Idng nhtf la mgt doi hoi cdc ngdn hang phai bid't nhan td cam gidc hai long hoac that vpng ciia mdt ngtfdi bat nao tdc ddng dd'n stf hdi long cua khdch ngudn ttf vide so sdnh kd't qua thtfc te' nhan dtfdc sau
• PGS, TS,, Trirdng D^i hgc Can Thd
"Trtfclng D^i hpc Ctfu Long
Ngdy nhan bdi 10/7/2020; Ngdy phdn bi^n: 16/8/2020; Ngdy duyet ddng- 21/8/2020
Economy and Forecast Review | /
HINH: MO HINH MGHIEN CflO Dt XOAT
'Nguon: N h o m tac gia de xuat BANG 1: PHAN TICH NHAN TO EFA CHO NHAN T 6
Bign ^ SDC 3 SDCl SDC5 S B C SDC4 SBt"*
SDL'4 SDL'3
Nh&i 0.847 1
0.835 0.827 0.827 0.82''
SDI'5 ' NLi'N 1 1 NLPV4 NLPV3 NLPV^
STC2 STC3 STCl STC4 DSDI DSD4 DSD^
DSD3 PTHH4 PTHH2 PTHH3 PTHHl CP.?
CP4 CP3
3,739 2
0.866 0.855 0.850 0.815
3-'48 3
0.845 0,844 0.84'' 0.8^7
3.109 4
0.842 0.828 0.81S 0.80C
3.034
EXJC LAP Bf
0.830 0.828 0.819 0.787
2.540
<P
0.852 0.8'>0 0.805 0.779
1,W1 KMO
Phirdne sai inch
7 .<
0.8':'6 0.814 0.806 0.780 2.170 0.772 0.000 69.732%
khi sii" dung san pham (hay ke't qua) trong md'i lien he vdi nhffng mong ddi cua hp.
Nghien ctfu cua Tran Thanh Tung (2015) da su" dung sd heu thtf ca'p ciia Ngan hang Thtfdng mai Co phan Quan dpi. Chi nhanh Can Thd qua 4 ndm (2011-2014) va sd lidu sd cap dtfdc thu thap theo phtfdng phdp chpn mdu thuan tien thong qua cdc phieu khao sat khdch
hdng da vd dang sii" dung dich vu cua Ngan hdng. Kd't qua nghien ctfu cho ihay, CO 3 nhan td anh htfdng den mtfc do hai long cua khach hang su-duni dich vu cua Ngan hang Thtfdng mai Co phan Quan dpi. Chi nhanh Can Thd dd la: Phtfdng tien htfu hinh; Dong cam; Stf tin cay.
Theo Trtfdng Cam Lii (2015), c6 6 nhdn td anh htfdng den stf hai long cua khach hang khi siJ dung san pham, dich vu cua HDBank Chi nhdnh Can Thd bao gdm: Stf tin cay; Stf dap iJng; Stf dam bao; Stf cam thdng; Phtfdng tien hiJu hinh; Gid ca dich vti.
Nghien ctfu ciia Tran Thi Kieu Ngdn (2016) cho thd'y, cac nhan td cd'u thdnh nen stf hdi long cua khach hang trong vide sii dung dich vu the ATM ciia ngan hang, gom. Phtfdng tidn hffu hinh; Stf ddm bao; Mang ltfdi hoat ddng; Stf dn cay; Hieu qua phuc vu.
Naser Ali Yadollahzadeh Tabari, Majid Mohamadi Pour Pamsari (2016) da xac dinh cdc nhan td anh htfdng de'n stf hdi long ciia khdeh hang cua Ngdn hang Btfu dien Iran, bao gdm: De sti dung; Bao mat; Djch vu ho trd khach hang; Tdc dp; Npi dung va ihie't ke'.
Ke' thijfa cdc nghien cihi trtfdc ddy, nhdm tdc gia de xuat mo hinh nghien ctf\i nhtf Hinh.
Phtftfng phap ph^n ti'ch De cd sdlieu phan tich, nhdm tde gid phdi ra 250 phie'u khao sat b^ng phtfdng phdp chgn mau thudn tidn. Dd'i ttfdng la khdch hang dang stf dung djch vu cua HDBank VTnh Long, ket qua thu ve dtfdc 248 phieu vd sau khi kiem tra tinh hdp ly ciia bang hdi, thi cd I bang khdng hdp le. Ket qua cudi ciing cd 247 bang khao sdt phii hdp. Dff heu dtfdc dtfa vao phan mem SPSS 20.0 de phan'iich. Khao sat dtfdc thtfc hien trong quy !/2020.
KET QUA NGHIEN COU
Danh gia dfl tin c5y cua thang do Ke't qua ddnh gia do un cay thang do cho thdy. he sd Cronbach's Alpha deu Idn hdn 0,6 dat yeu cau cua nghiC-n ctfu Cu the, he sd Cronbach's Alphj nhd nha't Id nhdn tdStf hdi Idn^ ji he sdCronbach's Alpha la 0.703. He -^ Cronbach's Alpha cao nhat^ thudc vd ohan to Su done cam vdi he sd Cronbach's Alpha !.i i).S90 O dd cho iha\. thang do ciia nghien c ^ c6 dp tin cay cao, phii hdp cho nghien ctfu Ngoai ra. he sd ttfdng quan biC-n tong cua
18
- i * ^cdc bid'n quan sdt deu ldn hdn 0,3, dat ydu cau eua nghien ctfu. Dieu nay cho tha'y, t^t cd cac bie'n trdn deu thoa man didu kidn de phan tich cho btfdc kd' tid'p.
PhSn ti'ch nhan t6' (EFA) Ddi vdi bien dgc Igp
Bang 1 cho tha'y, gid tri KMO = 0,772, thoa man dieu kien 0^5 < KMO
< 1. Dieu nay co nghTa phan tich EFA Id thich hdp cho dff lieu thtfc te'. Kiem dinh Bartlett co gid tri Sig. = 0,000 < 0,05, nghia la cdc bie'n quan sdt co ttfdng quan tuye'n tinh vdi nhdn td dai dien. Phtfdng sai irieh co gia tri 69,732%, di^u nay co nghTa Id 69,732% stf thay doi ciia nhdn td dtfdc giai thich bdi cac bie'n quan sdt tao ndn nhan td'. Gid tri Eigen cua cac nhan td deu ldn hdn 1 va ta't ca he sd' tdi cila cdc bie'n quan sdt d^u ldn hdn 0,5, thoa man di^u kidn cua nghidn ctfu.
Ddi vdi bii'n phu thudc
Kd't qua phan tich cho tha'y, gid tri KMO = 0,581, thoa man dieu kidn 0,5
< KMO < I. Dieu nay cd nghTa la, phan tich EFA thich hdp cho dff lieu thtfc td'. Kidm dinh Bartlett cd gia tri Sig. - 0,000 < 0,05, nghTa la cdc bid'n quan sat cd ttfdng quan tuye'n tinh vdi nhan to' dai dien. Phtfdng sai trich cd gia tri 53,041%, dieu nay cd nghia la 53,041%
stf thay ddi ciia nhan to' dtfdc giai thich bdi cdc bid'n quan sdt tao ndn nhdn td'.
Gid tri Eigenvalue ciia nhdn td'> 1 thoa man dilu kidn vd td't ca hd so'tdi cua cac bie'n quan sat d6u > 0,5, thda man dieu kidn ciia nghien cu\i.
PhSn tich ttfoFng quan
Kd't qud Bdng 2 cho tha'y, cdc bie'n ddc lap deu cd ttfdng quan de'n bie'n phu thudc Ihe hien qua he so' ttfdng quan deu ldn hdn 0. Nhtf vay, cac bid'n ddc lap cd ttfdng quan thudn vdi bie'n phu thuoc.
Bid'n Stf dong cam (SDC) cd hd so' ttfdng quan am, nen bid'n ndy cd ttfdng quan nghich vdi bid'n phu thupc. Mtfc y nghTa cua cac bid'n: Stf dap ffng (SDI/); Nang Itfc phuc vu (NLPV); Stf tin cau (STC);
b e suf dung (DSD) va Phtfdng tien hffu hinh (PTHH) deu nhd hdn 0,05. Hai bie'n Stf dong cam (SDC) vd Chi phi (CP) cd mtfc y nghia lan Itfdt la 0,77 va 1,63 ldn hdn 0,05, nen c6 the ke't luan cdc bie'n nay khdng cd y nghia trong thd'ng ke (Bang 2). Tuy nhien, nhom tdc gia van dtfa hai nhdn td SDC va CP vao trong md hinh hdi quy nham muc dich khang dinh lai lan nffa xem 2 nhan tdnay eo y nghTa trong phan tich hdi quy hay khdng.
BANG 2: KET QUA PHAN TICH Tt/dNO QOAN SHL
SDC SDU NLPV STC DSD PTHH CP
SHL 1 -0.091 0,360»
0,294' 0,550«
0,405*
0,322*
0,063 SDC
1 -0,003 -0.010 -0,053 -0,040 -0,072 0,120
SDU
1 -0,098 0.032 0.051 0.038 0.015
NLPV
1 0,056 0,094 -0,0'6 0,022
STC
1 -0,068 0,117 0,037
DSD
1 -0,059 0,071
PTHH
1 0,018
CF
1 Ghi chu. * miic y nghia nho hcfn 5%
BANG 3: KET QOA PHAN TICH HOI QQY TUYEN TINH Bil^n
(Constant) SDC s D i ; NLPV STC DSD PTHH CP
Dilneiai Hang so' Sif done cam Si/ dap (Jng NaneliTc phuc vu Su tin cay De siJdung PhiTdns tien hffu hinh Chi phi
B -0,479 -0,0 i 5 0,203 0.173 0,329 0.279 0,185 0,001
Sai sif 0,198 0,021 0,020 0,021 0,021 0,022 0,022 0,023
Beta 0.000 -0,023 0,338 0,266 0,518 0.414 0,279 0,002
t -2,418 -0.699 10,244 8.032 15.608 12,456 8.416 0,045
Sie.
0.016 0,485 0,000 0,000 0,000 0,000 0,000 0,964 R=
Gia ui Durbin-Watson MiJc V nfihla
VIF 0,000
1,026 1.017 1,025 1,028 1,030 1,024 1,024 0,744 2,089 0,000'' Mguon- Tinh loan cua n h o m tac gia
Ph^n tich hoi quy tuyen ti'nh
Ke't qua ddnh g\i mtfc do tac ddng eua ttfng nhan td' dd'i vdi stf \\k\ long cua khach hang s^ dung dich vu phi tai chinh cua HDBank Vinh Long dtfdc the hien qua Bang 3.
Ke't qua phan tich d Bang 3 cho thay:
- Xet v^ gia tri Sig. cua thdng ke t cho thay, 2 nhdn td': SDC (Stf dong cam) va CP (Chi phi) cd mtfe y nghia lan Itfdt la 6,485 va 0,964 ldn hdn 0,05, do dd, khong co y nghia trong phan tich hdi quy. Cac bid'n ddc lap con lai deu cd gia tri Sig. nhd hdn 0,05, ndn xet v l mtfc y nghTa, thi ta't ca cac bie'n ddc lap deu cd y nghTa.
- Hd sd R- la 0,744 ldn hdn 0,6, thoa man yeu cau ciia nghien ctfu. Dieu nay cd y nghia la 5 nhan to' giai thich dtfdc 74,4% stf bien thien eua bid'n phu thuge. Hay ndi each Ichac, stf bie'n thidn ve Stf hai long eua Idiach hang dtfdc giai thich 74,4% bdi 5 nhSn to, gom: SDU" (Stf dap tfng); NLPV (Nang Itfc phuc vu); STC (Stf dn cay); DSD (Dd SIJ- dung) va PTHH (Phtfdng tidn hffu hinh).
Mtfc y nghia cua md hinh la 0,000 nhd hdn 0,05, nen cd the ndi, md hinh hdi quy cd y nghia. Ben canh dd, gia tri VIF cua md hinh deu nhd hdn 10, nen md hinh khdng bi da cong tuye'n.
Phtfdng trinh hdi quy dtfdc vie't nhtf sau:
SHL = -0,479 + 0,203*SDV -I- 0,!73*NLPV + 0.329*STC + 0.279*DSD+ 0,185*PTHH
KET LUAN VA HAM Y QUAN TRj
Kd't qua nghien ctfu cho tha'y, cd 5 nhan to, gdm: Stf tin cay; Phtfdng tidn hihi hmh; Stf dap tfng; Nang Itfc phuc vu; Dd sudung cd anh htfdng de'n stf hai Idng cua khach hang ddi vdi dich vu phi tin dung tai HDBank
19
VTnh Long. Tren cd sd ket qua nghien ctfu, nhom tic gia de xua't mdt sd' ham y quan tri nhtf sau:
Mgt Id, ndng cao long tin cua khdch hdng. Trong thdi gian tdi, HDBank VTnh Long can day nhanh hidu sua't cdng vide theo htfdng nang cao tiinh do, ky nang nghiep vu. Ddng thdi, thtfc hien ra soat, chuan hda quy trinh, thu tuc dd'i vdi cac dich vu phuc vu cho khach hang theo htfdng ddn gian hda, than thien, de de'p cSn, tid't kiem chi phi va thdi gian cho khdch hang, dam b^o moi giao dich deu dtfdc thtfc hien nhanh chdng, an to^n, chinh xac, dd nang cao stf hai long ciia khach hang.
Hai Id, ndng cao sff di ddng sff dffng cda khdch hdng. HDBank VTnh Long ndn thiet ke cac trang website thSn thidn vdi ngtfdi diing, de d^ng su" dung va su: dung ngdn ngff phii hdp vdi ban stf. Thie't ke cdc trang website b^t mat va cung cS'p cac thdng tin can thid't ve cac dich vu ngan hang, giup cho khach hang nhanh chdng tim kidm dtfdc cac thdng tin can thie't.
Ba Id, ndng cao sif ddp ffng. HDBank VTnh Long ndn da dang hda cac san pham djch vu de khach hing cd nhieu stf Itfa chgn hdn nhSm thu hut khach hdng sti dung dich vu. Cdc san pham nen gan gui va phu hdp vdi dac diem cua vung dan ctf.
Ben canh dd, HDBank VTnh Long can cd dpi ngu nhan vien nhiet tinh vdi cdng vide, chao ddn khdch hdng niem nd. Giao dich vien phai la nhiihg ngtfdi cd kie'n thtfc td't, tnnh do chuyen mdn, cung nhtf kha nang xuf ly van de cao, ludn ludn tao an ttfdng tdt, san sang giai ddp mpi thac mac cua khdch hang, de hg cd the ddt niem tin va tim dd'n ngan hang vao nhiftig Ian giao dich sau.
Bon Id, hodn thifn phffdng tifn hffu hinh. HDBank Vinh Long ndn hoan thidn phtfdng tidn hifu hinh ciia dich vu trong thdi gian tdi, nhtf sau:
- De tao stf tin ttfdng cho khach hang giao dich, ddc bidt la cac dich vu phi tai chinh, nhtf: huy ddng vd'n, dich vu tai khoan, djch vu ngan quy, HDBank VTnh Long can quan tam de'n phtfdng tien hifu hinh, nhtf: xSy
dtfng cd sd vat chat day du. nen nghi, hd'p dSn khdch hdng cung he thdng trang thidt bi hien dai dC pnuc % u khdch hang.
- Tru sd Ngan hang, dac biet la nhffng ndi giao dich vdi khdch hang can dtf0c bai tri dep, phdi mau hai hda, dd nhan bid't vd cd stf khdc biel so vdi cdc ngan hdng khdc. t r u sd can cd logo vd tuydn bd hodc khau hieu cam ke't dam bao cha't Itfdng cung cap dich vu cua ngan hang. Vide mac ddng phuc cila nhan vien cung khid'n khdch hang cd cam gidc than thidn vd yen tam hdn, khi giao dich tai Chi nhdnh.
Ndm Id, ndng cao ndng lffc phuc vu.
Ttf ket qua cho tha'y, khdch hang chtfa thdt stf ddng y vdi kha nang dap tfng cua dich vu phi tdi chinh cua HDBank VTnh Long, b d khdc phuc nhtfng bat cap ndy, Chi nhdnh can:
- Ndng cao ndng Itfc phuc vu bang cdch Id cho khdch hang cam tha'y stf an toan khi giao dich vdi Chi nhdnh. Day la nhan td tao nen stf tin nhiem, tin ttfdng cho khach hdng dtfdc cam nhan thdng qua stf phuc vu chuydn nghiep, kie'n thtfc chuyen mdn gidi, phong thdi lich thiep va icha ndng giao tiep td't, nhd dd, khach hang cam tha'y an tam moi khi sti dung dich vu cua ngan hdng.
- Gidi quyd'i va'n de nhanh chdng, xff ly hieu qud cdc khieu nai, san sang giiip dd khdch hang vd ddp tfng cdc ydu cau eiia khdch hdng.
- Rut ngan thdi gian xff Iy giao dich de giao dich trd nen nhanh chdng, chinh xdc nh^m det kiem didi gian cua khdch hdng.Q
TAI LI?U THAMKHAO _ _ _
1. Trtfdng Cam Lil (2015). Gidi phdp ndng cao suhdi long cua khdch hdng tgi Ngdn hdng Thuong mgi Co phdn Phdt triin Nhd Dong bdng sdng Cffu Long, Chi nhdnh Can Thg, Luan vdn thac sy, Trtfdng Dai hgc Can Thd
2. Tran Thi Kieu Ngan (2016). Ddnh gid sU hdi long cua khdch hdng ve chd't lugng dich vu thi ATM cua Ngdn hdng Thuong mgi Co phdn Dau tu vd phdt triin, Chi nhdnh VTnh Long, Luan vdn thac sy, Trtfdng Dai hoc C^n Thd
3. Tran Thanh Tung (2015). Phdn tich cdc nhdn tddnh hudng den suhdi long cua khdch hdng dd'i vdi chdt luong dich vu cua Ngdn hdng Thuong mgi Cdphdn Qudn dgi. Chi nhdnh Can Tha, Luan van thac sy, Trtfdng Dai hpc Can Thd
4. Fomell, C. (1995). The QuaUty of Economic Output: Empirical GeneraUzations about its Distribution and Relationship to Market Share. Marketing Science. 14(3). 203-210
5. Hoyer. W. D., and Maclnnis, D. J. (2001). Consumer Behaviour, 2nd eil ', Mifflin Company
6. Kotler, P. (2000). Marketing Management. lOth ed. New Jersey: Prei,, 7. Naser Ali Yadollahzadeh Tabari. Majid Mohamadi Pour Pamsan i2u.
effective factors on customer satisfaction of Internet banking (The Case of Po- International journal of humanities and cultural studies. 1706-1718
Houghton
'sligating
«f Iran),
