DANH GIA NIEM TIN CUA KHACH H A N G D O I VOI CAC NGAN HANG THI/ONG MAI VIET NAM - G()C NHIN Tir DANH T I N G
Dinh Xuan Cirdng
Khoa Tdi chinh Ngdn hdng, Tru&ng Dgi hgc Kinh te - Dgi hgc Quoc gia Hd Ngi Email: [email protected]
Nguyin Thi Thuy Dung
Sinh viin Khoa Tdi chinh Ngdn hdng, Truang Dgi hgc Kinh te - Dgi hgc Quoc gia Hd Ngi Email: [email protected]
Vfi Van Diic
Sinh viin Khoa Tdi chinh Ngdn hdng. Tru&ng Dgi hgc Kinh ti - Dgi hgc Quoc gia Hd Ngi Email :[email protected]
Vu Trung Kien
Sinh vien Khoa Tdi chinh Ngdn hdng, Tru&ng Dgi hgc Kinh te - Dgi hgc Quoc gia Hd Ngi Email: [email protected]
Ngay nhan: 29/8/2016 Ngay nhgn ban sij^: 6/12/2016 Ngay duyet ding: 25/5/2017
Niem tin cua khdch hdng dong vai tro quan trgng trong viec duy tri sic on dinh cda hi thong ngdn hdng trong moi quoc gia. Tuy nhiin, tgi Viet Nam, cdc nghiin cihi vi niim tin cua ngu&i ddn ddi v&i ngdn hdng con nhieu hgn che, chua dugc biit din rgng rai trong cong chung. Bdi nghiin cuu dd xdc dinh cdc nhdn to cdu thdnh nin niem tin vd do lu&ng moi quan hi giica danh tiing vd niim tin cua khdch hdng doi v&i cdc ngdn hdng thuong mgi Viit Nam. Thong qua viec su dung phuang phdp dinh lugng, mo hinh cdu triic tuyen tinh SEM v&i cdch tiip can PLS, nghien cuu cho thdy danh tieng cua ngdn hdng co dnh hu&ng tich cue din niim tin cua khdch hdng. Tie kit qud do, nghiin cuu dd de xudt nhimg khuyen nghi co tinh img dung thuc tiin cao cho cdc nhd qudn tri ngdn hdng de cdi thien niem tin trong ngdn hdng.
Tir khoa: niem tin khach hang, danh tieng ngan hang, md hinh SEM, Vidt Nam
Evaluating the customer trust in Vietnamese commercial banks: perspective from bank's reputation
Abstract:
Customer trust plays an important role in maintaining the stability of banking system in each country However, in Vietnam, research on customer trust in banks is limited and has not been widely published.
This study identifies the dimensions creating customer trust as well as measures the relationship between customer trust and bank's reputation. Using the quantitative method, linear structure SEM (Structural Equation Modeling) model with PLS (Partial Least Squares) approach, this paper finds that the bank's reputation has positive influence on the customer trust The paper also provides some recommendations for banking managers to improve the customer trust
Keywords: Consumer trust; bank's reputation; SEM model, Vietnam.
1. Gidi thieu quan tam, dac biet la trong bdi canh hien nay, khi Niem tin cd y nghia dac biet quan trgng trong he ma tinh trang "khung hoang niem tin" vdi cac ngdn thdng ngan hang. Duy tri vd cung cd mem tin doi hdng tu nam 2008 vdn chua dugc khdc phuc hodn vdi khdch hang la dieu ma cac ngan hang ludn phai todn Tai Viet Nam. niim tin ciia khdch hdng ddi vdi
S6 240 thdng 6/2017 n kinlileiliallrlcn
cac ngdn hdng cung Id mdt vdn dd dugc xa hdi vd cac nha qudn ly quan tdm. Thdi gian gdn ddy, da cd rat nhiiu nhiing vu b8 bdi liSn quan din hoat ddng mdt sd ngan hdng Idn tai Viet Nam. Nhimg thdng tin ndy da cd tdc ddng khdng nhd tdi niim tin cua ngudi ddn vdo cac ngdn hang.
Trong khi dd, niim tin Uong ngdn hdng cdn la mot chu &h mdi va chua dugc nghien cuu ki luong d Viet Nam. Ldm thi ndo di biit khdch hang tin tudng ngan hdng di^a tren nhiing khia canh nao? O chiiu ngugc lai, cac ngdn hdng cdn thuc hien nhting chinh sdch gi vd tap trung vdo nhirng diem ndo de dn dinh vd gia tang niim tin cua cdng chung? Dd trd Idi nhiing cau hdi ndy, bdi nghien ciiu se ke thiia vd phdt triin cdc ly thuyit vd md hinh lien quan den niem tin da dugc nghien ciiu trudc do vd dp dyng xdy dung md hinh phu hgp di ddnh gid anh hudng cua danh tiing ngan hdng din niem tin eua khdch hang ddi vdi cdc ngan hang thuong mai Vi?t Nam. Bdi nghien cuu sir dung md hinh cdu tnic Uiyin tmh (Stnicmral Equation Modelling - SEM) va phuong phdp tiep can mdi Id PLS. Kit qud thu dugc se giiip cho cdc ngdn hdng cd cdc bien phdp di cung cd vd nang cao niim tin cua khdch hdng.
2. Tdng quan nghien cuu vd co* sd ly thuyet 2.1. Tong quan nghien ciru
Niim tin Id chu di quen thugc vd dugc nghien ciiu nhiiu tren the gidi. Ngay tir nhiing nam 1950 dd ed cdc nghien ciiu ve niem tin nhu nghien ciiu cua Deutsch (1958) hay Rotter (1967) nhung mdi chi dimg lai d khia canh niem tin giiia con ngudi bang phuang phdp nhdn khdu hgc. Tii do den nay, cac nghien cim ve niem tin dd lien tuc dugc md rdng vdi nhieu chu de khac nhau. Mdt loat cac nghien cim ndi bat Id Rousseau & cdng sir (1998), Doney
& Cannon (1997), McKnight & cdng sir (1998). tieu bieu nhat Id Mayer & cdng sir (1995) da trd thanh co sd cho cac nghien ciiu sau ndy.
Sau cudc khung hoang tdi chinh todn cdu ndm 2008, viec hang loat ngdn hang Idn tren the gidi sup do da day manh cac nghien cim ve niem tin trong linh \uc nay nhu Knell & cdng su (2009), Ebcrt (2009). Bang phuong phap phdn tich tdng hgp tir 800 bdi nghien ciiu dang tin cay khac nhau vi mem tin, nghien ciiu ciia Ebert (2009) da cho thay cdi nhin tdng qudt ve khai niem vd do ludng niim tin cua khdch hang vdi ngan hang.
Tai Viet Nam, chii de ve niem tin van cdn nhiiu han che. Nam trong sd it cac nghien ciru vi niim
tin d Viet Nam, nghien ciiu ciia Tran Minh (2012) mdi chi dh cap tdi niim tin cua khdch hang trong viec mua sdm true tuyin. Nguyen & cgng sir (2006) ciing thao ludn vd niim tin frong ITnh vuc ngdn hdng nhung dung tren gdc dd tir niim tin cua ngan hdng vdi cdc khach hang doanh nghiep viia vd nhd. Xudt phdt tit thuc tien, nhdm nghien cihi se tiep nhdn cdc ly thuyit vd md hinh lien quan den niem tin da dugc nghidn ciiu trudc dd vd dp dung d i xay dung md hinh phu hgp d i do ludng niim tin cua khdch hdng ddi vdi cdc ngdn hang Vidt Nam.
2.2. Cirs&ly thuyit 2.2.1. Niim tin tdng qudt
Niim tin Id mdt trang thai tdm ly, mang tinh dgng hgc cao vd dugc nhin nhan dudi nhiiu quan diem da chiiu. Mac dii cd su khdc biet trong cdc khdi niem vd dinh nghTa, ki vgng tich cue vi y dinh ciia ddi phuong vd sin sdng chdp nhan tdn thucmg Id da sd chung cho cac quan diem khac nhau, xuat phat tii nghien ciiu ciia Mayer & cOng su (1995), Rosseau
& cdng su (1998): "Niem tin la mgt trang thdi tdm ly bao gdm y dinh sdn sang chdp nhdn tdn thuong dua tren nhiing ki vgng tich cue vdo hanh dgng hoac hdnh vi cua ben dugc tin tudng." "'^ dinh chap nhdn tdn thuong" vd "ki vgng tich cue" la hai thdnh phan CO bdn tao nen niem tin ndi chung.
2.2.2. Niim tin rieng biet
Niu nhu niem tin tdng qudt thudng dugc gpi tdt la niem tin thi niem tin rieng biet phu thugc vdo tiing trudng hop cy the vdi cdc ddi tuong khac nhau. Xac dinh niem tin rieng biet giiip do ludng niem tin chinh xac hon vd phuang phdp xac dinh niem tin rieng biet Id su dung cau tnic da nhan to (Ebert, 2009). Theo do, niem tin cua khach hang co the dugc chia thdnh mdt nhan td (Agustin & Singh, 2005; Bart & cgng su, 2005), hai nhan td (Andaleeb
& Anwar, 1996; Johnson & Grayson, 2005), hoac ba nhan td (McAllister, 1995; McKnight & cdng sir, 2002; Aiken & Boush, 2006).
Cdch tiip cdn cua Aiken & Boush (2006) vdi ba nhan td: niem tm cam tinh, mem tin nhdn thiic va niem tin hanh vi dugc sir dung trong bai nghien ciiu vi chiing the hien ro nhdt tinh chat hgp tdc giua cdc ddi tucmg, ddc biet Id trong hgp tac kinh le
Niem tin nhdn thuc: Theo Johnson & Grayson (2005), niim tin nhan thiic the hicn sir tin tudng cua khach hdng dua tren nang lire va su ddng tin cay ciia ddi tdc, xudt phdt tir su hieu biet dugc tich luy tir qua khii, ddn tdi nhiing dir dodn vdi mdt mirc do tu tin
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nhdt dinh. Do do, quyit djnh tin tudng dugc dua ra dua vdo khd nang hieu biet vdi nhung *'ly do hgp ly"
(McAllister, 1995). Abosag & cgng s\r (2006) cho rang niem tin nhan thuc cdn dugc xem nhu la sir ky vgng han la viec tien dodn mdt each khdng chdc chdn. Khi nhung hdnh dgng/hdnh vi trong tuang lai tiem an nguy ca riii ro, su hieu biit d?t dugc se lam tang tinh khdng chdc chdn ay. Khi miic dd tin tudng cao, su ky vgng hay mong dgi cd thi du bao m^t each tin cay do cdc b6n tham gia cdm thay an todn trong tucmg tac. Ngugc lai, khi niim tin d mite thdp su ki vgng se khdng rd rdng do tinh khdng chdc chan.
Niim tin cdm tinh: Trong khi nidm tin nhan thiic dua ra "ly do chinh ddng" ma ddi tac dugc tin tudng thi niem tin cdm tinh the hien su "lien kit tinh cam" cd the dua den ket qua tin tudng giiia cac ben (Hansen & Morrow, 2003). Ngudi cd niim tin cam tinh hdu nhu khdng nhan thiic dugc ly do hgp ly di tin tudng ma thudng dugc hinh thdnh dua trdn ban ndng, trye gidc va cam xiic ciia cd nhan (McAIhster, 1995). Mgt su lidn ket cdm xiic Id diiu cdn thiit trong cac mdi quan he vd bdi duong sau sdc them niem tin.
Niem tin hdnh vi: Phdn Idn cac bai nghien ciiu ve niem tin chi dua ra hai khia canh niem tin cdm tinh va niem tin nhan thitc md khdng dua ra mdt khia canh vd cung quan trong la niem tin hdnh vi. Cd 4 nghien cim chinh de cap den khia canh ndy la nghien ciiu cua Aiken & Boush (2006), Ebert (2009), Lahno (2004) vd Adali & cdng sir (2010). Niim tin hanh vi Id trang thai tin tudng the hien qua hai cdp do hdnh vi la "hgp tdc" vd "truyen dat". Cap do "hgp tdc"
hen quan den nhiing hanh dgng/hdnh vi cd the khien ban than bi tdn thuong do ddi tac hanh ddng tieu cue (Lahno, 2004). Cap do "truyen dat" the hien y nghia cao nhdt cita niem tin, bao gom viec gidi thieu, chia se nhimg thdng tin ma ca nhan nhan dugc cho ben thir ba (Adali & cgng su, 2010) Dinh nghTa ma Aiken va Boush (2006) vd Ebert (2009) dua ra chi la mgt vi du nhd ve niem tin hdnh vi la yeu td cung cdp thong tin ca nhdn cho ngan hang.
2.3. Do lu&ng niem tin cua khdch hdng Trong nganh ngdn hdng, niem tin cam tinh cd anh hudng tich cue &^n niem tin nhdn thiic (Ebert, 2009). Niem tin cam tinh thudng cd o giai doan rdt sdm cua mdi quan he dua tren cam giac true quan tii trai nghiem vdi Id chirc (Hansen & Morrow, 2003).
Trong khi do, khach hang lai kho cd khd nang kiim
sodt va kiim tra cac giao dich cua ngan hdng mgt each tdng thi (Ebert, 2009). He qua, khdch hang cd thi phdn hdi cam xuc thdng qua nhung tin hi6u cam tinh tii dd anh hudng din qua tiinh nhdn thiic khi mdi quan he phdt ttiin. Tti do, nhdm nghien ciiu ddn ddn gid thuyet sau:
HI: Niim tin cdm tinh co dnh hu&ng tich ctfc den niim tin nhgn thuc cda khdch hdng trong ngdn hdng.
Trong nghiSn ciiu vi thdi do, khia canh niim tin hdnh vi dugc xem nhu Id he qud cua niem tin cdm tinh va niim tin nhdn thiic (Johnson & Grayson, 2005). Thuf nhdt, cac dich VM tdi chinh ludn mang tinh khdng chdc chan, do dd, mim tin cam tinh la ly do hdng ddu de khach hdng tien hdnh viSc hgp tdc vdi ngdn hdng. Dieu ndy dd dua den mdt gid dinh la neu khach hdng cd thien cam tdt vdi ngdn hdng, hg se chii ddng lira chgn ngan hang dy. Thu hai, sir hieu biet eua khach hdng se dugc tich luy qua thdi gian, nhdn thiic dugc nang lire vd mirc do rui ro cua ngan hang se anh hudng true tiep den viec lira chgn ngdn hdng, thdi gian sit dung va cd the sdn sang gidi thieu ngdn hdng dang sir dung vdi ngudi khdc. Tir dd, nhdm nghien ciiu dan den cdc gid thuyet:
H2: Niem tin cdm tinh co dnh hu&ng tich cue den niim tin hdnh vi cda khdch hdng trong ngdn hdng.
H3. Niim tin nhdn thuc cd dnh huang tich cue den niem tin hdnh vi cua khdch hdng trong ngdn hdng.
2.4. Danh tiing Id nhan to tien de tdc dgng din niem tin khdch hdng
Danh tieng la mdt trong nhimg tdi sdn vd hinh cita cdng ty, cd anh hudng quan trgng tdi niim tin khdch hdng. Nghien cim thuc nghiem da chi ra rdng mgt cdng ty cd danh tieng tdt co thi ciing co su tin tudng cua khdch hang ddi vdi sdn pham, vd cudi Cling la thiic day sir tiep tuc mua hdng ciia khdch hang (Nguyen & Leblanc, 2001).
Theo Hall (1992), danh tiing duoc xdy dimg dira tren su ket hgp giiia cdc yeu td nhdn thirc (sir hiiu biet) va tinh cdm (cam xuc ca nhan) cua khdch hang.
Dinh nghTa ndy da phan anh dugc ddy dii sir hinh thdnh nen danh tieng cua cdng ty ndi chung vd dugc Schwaiger (2004) phat trien thdnh hai nhan td la ndng luc vd suyeu thich trong phdn tich danh tieng cua mdt ngan hdng. Yeu td nhan thiic, khdng nhiing bao gdm cdc kien thirc khach quan, ma cdn nhan thiic chu quan ciia khdch hang.
Tir sir phan tich danh tieng nliu tren, nghien ciiu
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Hinh 1: Cac m6i quan h& giira cac biin so trong mo hinh do Ivdng niem fin
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f Tinh hap d i n j , ^
( Chat lUOng ^ ^ ' " ' ^ ^ \
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(^ Trach nhi|m ^y"^
^ " " i ^ SiTyeu thich J e r ^ "
~^—"•I Nang lUc ) £ ! _
/^ Niem tin cam ^
/ ^^"""•-^^ Niem tin nhgn
• ~~~^^[ Uiem tin hanh >,
Nguon. Tong hgp vd xdy dung cua nhdm nghien cicu.
dl ddn cac gid thuyet sau:
H4: Su yeu thich ngdn hdng co dnh huang tich cue din niem tin a) Cdm tinh, b) Nhdn thicc, c) Hdnh vi ciia khdch hdng
H5: Ndng luc cua ngdn hdng co dnh hu&ng tich ctfc din niim tin a) Cdm tinh. b) Nhdn thirc, c) Hdnh VI cua khdch hdng.
Viec chia tdch danh tiing ngdn hang thdnh hai nhdn td neng biet: nhan thuc va tinh cam da cho
niem tin, dugc md ta nhu su cudn hiit va gdy chu y ciia ngan hdng tren phuang dien ve bi ngoai, nguon nhan luc chdt lugng cao va phong each ldm viec (Schwaiger, 2004; Cho, 2006).
Chdt luong: nhdn td cd anh huang tich cue din niem tin, dugc md ta la sy da dang ciing nhu chdt lugng cac sdn phdm dich vu ma ngdn hang cung cdp.
Ngoai ra, chat lugng cdn dugc thi hien qua mgt miic phi dich vu hgp ly vd sir quan tam cua r phep viec phdn tich danh tiing chuyen biet hon. Tuy (Schwaiger, 2004; Kim & cdng su, 2004; Kennedy nhien, radt cdu hdi dugc dat ra la lieu su tin tudng ^ '^^"^ ^^' ^''^^^^
cua ngudi tieu dimg duoc xdy dung se bj dnh hudng nhieu hon bdi yeu td ndng luc cita ngdn hdng hay bdi sir yeu thich cila khdch hdng? Gia sir moi ngdn hdng trong he thing ngan hang Viet Nam cd cac sdn phdm vd dich vu tuong duong nhau, do do, khach hdng cd the nhdn thdy nang luc cdc ngdn hdng la gdn nhu nhau. Vi vay, su khac biet giiia cdc ngdn hang phdn Idn phu thugc vdo su yeu thich cua khach hang. Ta cd gid thuyit theo suy luan nhu sau
H6: Suyeu thich cua khdch hdng co dnh hudng mgnh hon ndng luc cua ngdn hdng din mim tin a) Cdm tinh b) Nhgn thicc, c) Hdnh vi cua khdch hdng
Tinh heu qud: nhan td cd anh hudng tich cue din niem tin, dugc md td qua su phat triin dn dinh ciia ngan hdng, tiem nang tang tiirdng trong tuong lai vd mdt miic nhd nil ro trong hoat dgng kinh doanh (Schwaiger, 2004; Johnson & Grayson, 2005).
Trdch nhiem cua ngdn hdng: nhan td cd anh hudng tich cue den mem tm, dugc md td qua su quan tam ciia ngdn hdng vdi cac vdn ^l mdi Oordng, xa hgi cung nhu su canh tranh cdng bdng vdi cdc ddi thii trong linh vuc (Schwaiger, 2004).
Cac gid thuyet lien quan din 4 nhan td:
H7: Tinh hap ddn co dnh huang tich cue din a) Nang luc cua ngan hang va su yeu thich cita khach Suyeu thich. b) Ndng luc ciia ngdn hdng hang dugc Schwaiger gidi thich bdi bdn nhan td tac Rfi-ru'fi • - , , - • , */ , o ddng len bao gdm- , ^ ' ' ^ ^"'^"^ '''' """^ ^""^^ ^""^ ^^^ ^^" ""^ ^^
^. , , • ~ . y^^ '^'^^' b) Ndng luc cua ngdn hdng
Imh hap dan: nlidn td cd anh hudng tich cue den m- r- i, J •- - - ^ , , • . , .> .
^ "^ '^^ ^/- Tinh hieu qua co dnh hu&ng tich cue din a) sd 240 thdng 6/2017 ^^ , . , , ,,. ,, ..
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Suyiu thich, b) Ndng luc cda ngdn hdng.
HIO: Tinh trdch nhiem co dnh huang tich cue din a) Suyiu thich, b) Nang lifc cda ngdn hdng.
Tdm tdt tii cac gia thuyet da dua ra, nhdm nghien ciiu tdng kit thdnh mdhinh dugc trinh bdy tai hinh 1.
3. Phinmg phap va du- lieu nghian ciru 5.7. Phuffng phdp tiep can PLS vd mo hinh cau true tuyen tinh SEM
De Idem dinh mdi quan he giiia cdc bien trong nghien ciiu, md hinh cdu tnic myen tinh (Structural Equation Modelling - SEM) Id md hinh phii hgp nhdt dugc di xudt. Md hinh SEM dugc sii dung rgng rdi trong khoa hgc nghien cuu hdnh vi vd thich hgp cho viec do ludng mdi quan he giiia biin khdng quan sdt dugc (Rossiter, 2002).
Cd 2 phuang phap chinh de phan tich md hinh SEM, dd Id LISREL (Linear Shnachiral Relations) va PLS (Partial Least Squares). So vdi phuang phap LISREL, PLS cd cac uu diem han dd Id: phan tich dugc ddng thdi cau tnic can tao vd cdu tnic phdn dnh; danh gia chinh xac md hmh SEM dii vdi sd lugng mdu cdn thiet it hem so vdi LISREL. Do dd, PLS la phuang phap phii hgp hon de cung cap cau tra Idi cho cau hdi nghien cim: "Cac ngdn hdng cd the thuc hien nhiing bien phdp ndo ve danh tieng de gia tdng niem tin ciia khdch hdng?" (Ebert, 2009).
3.2. Thuc Men khao sdt vd xu ly so lieu Mau dugc thu thdp theo hinh thirc Idy mdu phi xdc xudt thdng qua khao sat true myen vd trye tiep tir 1/3/2015-23/3/2015.
Sd lieu thu thdp dugc nhdp vdo SPSS de loai bd cdc cdu trd idi khdng cd y nghTa hoac khdng tin cay.
Vdi hinh thiic thu thap onlme, s6 phiiu phat ra la 210 phidu, so phiiu hgp le la 180 phiiu tuong duong 85.71%. Vdi hinh thiic thu thdp offline, s6 phiiu phdt ra la 240 phiiu, sd phiiu hgp 1? Id 229 phiiu tuong duong 95.42%.
4. Ket qua nghien c ^ va thao luSn 4.1. Mo td kit qud khao sdt
Vdi 409 mdu hgp le, kit qua khao sat dugc md ta tai bang 1.
4.2. Kit qud u&c luong trong mo hinh niim tin Sau khi thu thap va ldm sach de dam bdo tinh tin cay ciia dii lieu. Md hinh dugc danh gid vd kiem dinh thdng qua kiem dinh sau:
- ICifim dinh sy tin cay ciia thang do: Loai bd cdc bien cd he sd tuang quan biin tdng < 0.3, loai bd cdc thang do cd Cronbach's Alpha < 0.5 (Nunally, 1978).
- Phdn tich nhan td khang dinh: Loai bd cac thang do cd tieu chi he sd tdi nhdn td nhd han 0.5. Loai bd cdc biin cd AVE < 0.5 (Hair & cdng su, 2014).
- Kiem dinh gia thuyet nghien ciiu bdng md hinh SEM: Loai bd cdc bien ed AVE < 0.5, Composite Reliability < 0.6, R^ < 0.2, Cronbach's Alpha < 0.5, Redundancy < 0 (Ebert, 2009).
- Kiem dinh Bootstrap: Loai bd cac mdi quan he cd t-value < 1.96 (Ebert, 2009).
Sau cac kiem djnh can thiet, md hinh cd cdc chi sd thda man AVE > 0.5, Composite Reliability > 0.6, R^ > 0.2, Cronbachs Alpha > 0.5, Redundancy > 0 va dugc ddnh gid Id phu hgp vd tin cay, Ket qua cudi cung dugc trinh bay trong hinh 2.
4.3. Thdo ludn
Bang 1: Mo ta ket qua khao sat
Tieu chi Thang chia S6 lugng Ti le Vo Tieu chi Thang ehia So luwng Ti le %
Mite thu nhap hang thang
Nam Nil Nho htm 5 tnen 5 - 1 0 trieu 1 0 - 2 0 hieu 20 - 30 men 3 0 - 4 0 trieu
211 198 224 117 47 8 4
51.6 48.4 54.8 28.6 11.5 2 1 Tren 40 tn?u
26 - 35 tuoi 3 6 - 4 5 tuoi Tren 45 tuoi Pho thong Cao Dang/Trung cap Dai hoe
120 25 25 21 59 292
29.3 6.1 6.1 5.1 144 71.4
Nguon. khao sat lit tihdin itghten cim
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Hinh 2: Kit qua iro^c lir^ng trong mo hinh niem tin
Ngudn: kit qud uac lugng ciia nhdm nghien cim.
4.3.1. Ba nhdn to tgo nin niem tin cua khdch hdng Kit qua md hinh cho thay ca ba nhan td thugc niem tin diu co tuong tac vdi nhau. Thic nhdt, mim tin cdm linh cd anh hudng tich cue din niim tin nhdn thiic (y,,,: 0,181) Niu mgt khdch hang tin ngdn hang bdng true gidc va tinh cdm ciia minh se cd xu hudng tim hieu cdc thong tin khdch quan vi ngdn hang han, mong dgi ngdn hdng thyc hien diing vai trd, trdch nhiem dua ti-en su hiiu biit ciia minli. Thu hai, niem tm cam tinh cd dnh hudng tich cue din niem tin hanh vi (y^,: 0.212). Khi khdch hdng co cam tinh vdi mdt ngdn hdng nao do se cd xu hudng lua chgn sir dung ngdn hang ndy hon so vdi cdc ngan hang khac. Thic ba, niim tin nhdn thiic cd anh hudng tich cue din niem tm hanh vi (y^: 0.111). Kha nang nhan thirc dugc nang luc va miic do nil ro cua ngdn hdng se anh hudng true tiip ddn viec lira chon ngan hang, thdi gian su dyng va cd thi sin sdng gidi thieu ngan hdng dang sir dyng vdi ngudi khac Cudi ciing, ket qua cung chi ra niim tm cam tinh dnh hudng din niem tin hdnJi vi m^nh hon mim tin nhan thiic (y • 0.212 > y,^,: 0 181), Do nhdn thirc cua ngudi dan vi ngan hang cdn thap nen trong qua hinh lya chgn su dung ngdn hang va thuc hien cdc giao djch tai ngan hang phu thudc nhieu vdo tinh cam hon la kha nang nhan thirc ciia khach hdng.
So 240 thdng 6/2017
4.3.2. Cdc yeu to tgo nin su danh tiing cua ngdn hdng
Cd hat yeu td tao nen danh tiing cua ngan hang la nang luc va sir yeu thich cua khdch hang diu co anh hudng tich cue den niim tin. Kit qud nay phu hgp vdi nghien ciiu cua Schwaiger (2004) va Ebert (2009), cho thdy danh tieng Id mdt trong nhimg yiu to quan trgng anh hudng tdi niim tin ciia khach hang ddi vdi ngan hdng.
Su yeu thich cua khdch hang tac ddng din ca ba bien ve niem tin nhung manh nhdt din mim tin cam
^'"'^ '^I'lMa' 0.295). Trong khi dd, nang luc cua ngdn hdng lai chi tdc dgng din niem tin hdnh vi {y^^^:
0 177), Ket qua nghien ciru cho thdy niem tin cua khach hang tuy dugc quyit dinh bdi ndng lye ngdn hang nhimg miic do dnh hudng Id khdng cao. Giai thich ket qud ndy la do phan Idn khach hang tai Viet Nam khong qua quan tam din miic dd hoat ddng hieu qud cua cac ngdn hdng va do nang luc hoat ddng ciia ngdn hdng cdn han chi nen dnh hudng cua nang luc ngan hdng den mem tin la chua rd rang.
Vd tren het, su yeu thich cua khach hdng cd tac ddng tdi niem tin manh hon so vdi nang lye ciia ngdn hang (yH4a: 0.209; yH4b: 0.181; yH4c: 0.189
> yH5c 0.177). Ket qud nghien ciiu nay ndi len ning, phan ddng khdch hdng cd xu hudng tin tudng KiflliKvI'liiillriPfl
vdo ngdn hang dya tren cdm xiic vd tinh cdm ciia minh hem Id dua vao nhiing ddnh gid khdch quan ve nang luc cua ngdn hang. Kdt qud ndy ciing phu hgp vdi gid thuyet sd 6 cua nhdm khi cho rang: thuc te khdch hdng khdng cd su phdn biet qud Idn giiia nang lye cua cac ngan hang va su yeu thich Id yeu td quyet dinh cao hon tdi sy anh hudng ciia danh tiing den niem tin cua khach hdng t&i Vidt Nam.
4.3.3. Cdc nhdn to dnh hu&ng den danh tieng cda ngdn hdng
Vdi bdn bidn tac ddng den danh tieng ngoai trii biin tmh hdp ddn chi tdc ddng din su yen thich, cdc bien cdn l^i deu tdc ddng den ddng thdi sy ySu thich vd nang luc hoat ddng cua ngan hang.
Trong cac nhdm nhdn td tdc dgng din danh tieng thi tinh hieu qud cua ngan hang ddng vai trd manh nhdt. Cdc cau hdi lien quan den tinh hiSu qud dugc d% xudt gdm: tiim ndng tdng trudng, chien luge phat tridn trong tuong lai, su quan ly, su phat tnen dn dinh va nii ro kinh doanh. Ket qud chi ra rdng, tinh hieu qua trong ngdn hdng cd dnh hudng nhieu den yeu td ndng lye han sy yeu thich ciia khach hdng (yH9b: 0.482 > yH9a: 0.335).
Xep ngay sau miic do dnh hudng cua tinh hi?u qud tdi danh tieng Id chdt lutmg ciia cae dich vu trong ngdn hdng. Cac cau hdi dugc de xudt trong nhdm nay gdm: chat lugng, quan tam tdi khach hang, tinh da dang, gia tri, su tin cay va su cat tien.
Chat lugng cd tdc ddng manh den yeu td nhan thiic ciia danh tieng han Id yeu td tinh cdm (yHSb: 0.187
>yH8a' 0.173), tuy nhien sukhdc biet ndy khdng rd rdng nhu ddi vdi tinh hieu qud.
Yeu td trach nhiem cd tdc ddng tuong duong den nang luc vd sy yeu thich cua khach hang ddi vdi ngdn hang(yH10a: 0,1196 =yl0b: 0.1196). Nhdm nghien ciiu dd de xudt cac cdu hdi ve trdch nhiem ciia ngdn hdng la: hoat dgng xd hgi, tinh cdng bdng, quan diem ve lgi nhuan va viec bdo ve moi trudng Tuy nhien, vdi ket qud nay, nhdm nghien ciiu cho rang, sy tac ddng ciia yeu td nhdn thirc den danh tieng ciia ngan hdng qua dd dnh hudng tdi niem tm la khdng Idn, ly do Id khdch hang tai Viet Nam thudng khdng
quan tam nhiiu tdi cdc yiu td trdch nhi8m cua cdc ngdn hdng vdi hoat ddng cgng ddng va mdi trudng.
Tinh hdp ddn la yiu td tac dgng yiu hon cd ttong danh tiing. Tinh hdp ddn trong nghien ciiu nay dugc di xudt vdi cdc cau hdi li8n quan den hinh anh ngdn hdng, chdt lugng ngudn nhdn luc va phong cdch ldm viec cua ngan hdng. Kdt qud nghien ciiu cho thay tinh hap dan phu thudc nhiiu vao tinh cam chii quan cua khach hdng khi ddnh gia hon la ydu td khdch quan so vdi cac nhan td khdc, tuy vdy su the hien Id khdng rd ret.
5. Ket luan
La mdt tirong nhiing nghien ciiu ddu tien d Viet Nam vi ddnh gia niem tin eua khdch hdng vdi cdc ngdn hdng thuong mai Viet Nam dudi gdc nhin tir danh tieng, ddy se Id co sd, nen tdng cho cdc nghien ciiu tiep sau ve chit de ndy. Ben canh vide dua ra dugc cac dinh nghTa ddy dit va chinh xdc ve niem tin tir viec tdng quan cdc nghien ciiu trudc dd, de tai cdn sit dung cdu true da nhdn td di do ludng vd ddnh gia niem tin mdt cdch da chieu hon do tinh phiic tap trong cdu tnic ciia niem tin, bao gdm niem tin cdm tinh, niem tin nhdn thuc vd niem tin hdnh vi. Viec chia tdch danh tieng thdnh hai khia canh Id nang luc cita ngan hdng va sy yeu thich cua khach hang giiip nghien cuu ve danh tieng dugc chuyen biet hem.
Bai bdo da phat trien dugc md hinh cau triic tuyen tinh SEM vdi phuang phap tiep can PLS trong nghien cim niem tin, PLS Id mdt phuang phdp mdi vd hieu qud, tuy nhien tdi thdi diem hien tai cua Viet Nam chua cd cac tdi lieu chinh thdng hudng dan vd trinh bdy ve phuong phdp ndy. De tai ciia nhdm nghien cim da tirng budc gidi thieu, img dung vd khang dmh tinh hiru dung ciia phuang phap PLS doi vdi cac nghien ciru ve niem tin.
Tu cdc ket qua tren, nghien ciru se md rdng pham vi vdi nhieu bien sd khdc nhau nhu cdc bien diiu tiit va he qua cua mem tin ciing nhu khdng gian nghien ciiu vdi viec khdo sat tai nhiiu tinh thanh. Tir dd tiin tdi xdy dung chi sd niem tin ciia khdch hang doi vdi he thdng ngan hdng Viet Nam,
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