TAP CHI CflNB THIfONG
SU HAI LONG CUA KHACH HANG VE DICH VU MOBILE BANKING CUA CAC NGAN HANG T H U O N G MAI
TAI DONG NAI
• BUI VAN THUY - N G U Y I N TIEN QUANG
T 6 M T A T :
Muc tidu cua bai bao la de xuat giai phap nang cao Ad hai long cua khdch hang v6 dich vu Mobile Banking. Ket qua nghien ciJu cho thay, cdc yeu to anh hddng den sif hai long cua khdch hang ve dich \u Mobile Banking cua cac ngan hang thifdng mai tai Dong Nai bao gom: sy dong cam, si/ddp d'ng, l/u dai, sir bao dam. su' hieu qua, thiet ke'va bao mat. Day chinh la ccf sd de cdc ngSn hJing tham khao nham nang cao si/ hai long ciia khach hang ve dich vu Mobile Bankmg cija minh.
Ttf khoa: Si/hai long, cdc yeu to'anh huSng, mobile banking, ngan hang thi/dng mai.
I.D^tvdnde
Su phat trien cua khoa hgc cong nghe dang dem lai cho con ngu'di nhu'ng tien ich tuyel v&i tren chiec dien thoai di dgng. Dien thoai gicJ day khong cht con la mot phi/dng tien lien lac thong thtfclng nu'a. ma da trd thanh mgt kenh giao dich l/u viet de ngan hang cd the cung cap cdc dich vu cho cdc khdch hang. Mobile Bankmg la dich vu ngan hang hien dai. cho phep khdch hang si/dung dien thoai di ddng cd ke't no'i Internet de thi/c hien cdc giao dich. Ldi ich dem lai cua Mobile Banking la rat ldn cho khach hang, ngan hang cung dng va cho nen kmh te nhd nhiJng tien ich, si/ nhanh chdng va chinh \ac. Vl \;i_\. de tdn tai va phat irien. cac ngan hang thu'dng mai I NHTM i dang no
\dc het minh hien dai hda ngan hiing. trong dd cd chli trpng phai tnen dich \u Mobile Banking. Mgi
trong nhu'ng va'n de cac NHTM quan tam de phdi trien dich vu Mobile Banking dd la chat lu'dng dich vu, SI/ hai long (SHL) cua khdch hang ve djch vu. Day chinh la ly do nhdm nghien ciJu thi/c hien de tai, nhdm nang cao si/ hai long cua khach hang ve dich vu Mobile Banking cua cdc NHTM t^i Dong Nai.
2. Cd sd !y thuye't va mo hinh nghi§n etfu 2.1. Cdsdly thuyet
Khi nghien cilu ve cha't Iifdng dich vu vd cam nhan cha't lifdng dich vu, nhieu nha nghiSn ctfu da sd dung mo hlnh SERVQUAL cua Parasurama v5 ctg (1985) va SERPERE cua Parasurama va ctg (1988). Tuy nhien hai md hlnh nay khong phij hdp vdi Slf phat trien ciia djch vu thi/dng mai di6n tuf (TMDT) Parasuraman va ctg (2000) da dtfa ra mo hinh E-SQ. Mo hlnh E-SQ du'de thie't ke chuyen
300 So 8-Thang 4/2020
TAI ciim-NGAN HANG-BAD HIEM
bijI Jc lio Wang chat iKOng dich vij TMDT, 11 viiu to jnh hi/dng den cam nhan dich vu TMDT.
gom: (16 tin cay. kha ning dap ijng, kha bang tie'p cjn. dO linh boat, trang web ii sijf dung. sU hieu qua, SlJ dam bao, hieu biet ve gia ca. Ihie't ke tning web va mii'c dp cd nhan hoa djch vu. Sau do.
11 yeu to nay dUdc rut gpn con 7 yeu to va tach thiinh hai mo hinh: E-S-QU AL va E-RecS-QU AL.
2.2. Md hiith nghien cvCu
Tiltinh hinh thiTc le'lai cac NHTM tren dia ban tinh Dong Nai, ke Ihtta cd sJ ly thuye't cua mo hlnh E-S-QUAL. E-RecS-QUAL va cac nghien ciJu tnfde day, lie gia de xual mo hlnh cdc yen lo anh hitilng den sU hdi long cda khdch hang ^ti dung djch vu Mobile Banking ciia cdc NHTM titi DSng Nai.
Si( hieu quS (HQ): La sU dS ddng trong thUc hi^n, de hiS'u vd il xiJ ly thong tin, toe dp truy cap vd sUdung trang web/phan mem cung ca'p dich vu (Parasuraman & ctg, 2005).
Bdo mjt (BM): Parasuraman vd clg (2005), Kenova vd Jonasson (2006) cho iang tinh bdo mat bao gom \icc giff bi miit Ihong tin ca nhan ctia khdch hing, th6ng tin giao dich, cdc boat dpng lien web/phan mem hay cho phep thuc hien cdc L-ach thilc, bien phdp bao mat md ngifcfi dung cam thd'y an toan hdn.
Sir ddp ling (DU): Collier & Bienstock (2006).
Scf iJ^ /; Cac yeu Id'anh ht/dng den SHL cua khach hang sidling i^lch vu Mobile Banking
Sir hi?u qua (HQ) Bao mat (BM) Sit dap img (DU) Sir bao dam (BD) Thiit ke (TK) Sir dong cam (DC)
U'u dai (UD)
Kenova &. Jonasson (2006) cho rang thang do ndy kel hdp SI/ phan hoi va lien he \di nhau giffa khach hdng va ngan hang cung i?ng djch \ u.
Su bao dam (BD): Parasuraman & ctg (2000) chp rang sU bao dam la sU lif lin khdch hdng cdm Iha'y trong \iec xtj" l\ tren trang web/phiin mem vd do danh tie'ng ctia ddn vi cung cap trang web/phan mem.
Thie'l ke (TK): Bao gom thie'l kc phan m^m/webs bilt mdl. npi dung cap nhat phit hdp giao dien thie't bi. qua irinh giao dicb nhanh chong (HovaLin.2010).
Sir dong cdm (DC): Parasuraman va ctg (1985) cho rdng stf dong cam la cung ca'p stf chdm soc.
quan tam de'n khach hang sti" dung dich vu cda NHTM.
Uu dai (UD): Ye'u to nay la bao gom stf boi thffdng. gid ca dich vu va khuye'n mdi (Parasuraman vd ctg, 2005).
SHL cda khach hdng Id phdn ffng stf cdm nhan cua hp dffa Iren kinh nghiem sff dung djch vu va sff mpng dpi ve dich vu (Parasuraman &. ctg, 1988). SHL cda khdch hang ve dich vu Mobile Banking la phan ffng cua khdch hang doi vdi vice NHTM cd dap ffng nhffng mong muon. thda man mong ffdc cua minh.
3. Phffrfng phap nghien cu'u
Bdi vie't sff dung phffdng phap dieu Ira trffc tie'p Ihpng qua bang cau hoi khao sat. So iieu Ihu thap dffpc. lac gid t()ng hdp va phan tich bdng phan mem SPSS.
Kich ihffdc mau dffdc xdc dinh dffa n-en nghien cffu cuaBollen(1998)vdHair&
Ctg (1998) (trich Iheo NguySn Dinh Thp, 2011), lffc can il nha'l 5 quan sal cho mpt bie'n do Iffdng vd so quan sat khong dffdi 100. Do do nghien cffu ndy can dam bao kich thffdc mdu to'i thieu la 160. Nghien cffu lien hanh ihu drap dff lieu thong qua khdo sat trffc ticp .120 So 8 - Thang 4/2020 301
TAP CRi CONG TltrilllG
khach hang ci nhan dang stf dung dich \u Mobile Banking ctia cdc NHTM tai Dong Nai.
4. Ke't qua nghien ctfu 4.1. Phdn tich nhan td'EFA
Nghien ctfu tien hanh phan tich nhan t6 EFA lan 1, ket qua cho tha'y bien BM I co he so' Factor Loading < 0.5 nen loai khoi phan tich EF.A. ket qua phan tich nhan to EF.A lan 2 nhtf Bang I.
Kaiser-Meyer-Olkm (KMO) Measure of Sampling Adequacy = 0.858 > 0.5 va Sig = 0.00 <
0.05 nen dtf lieu dijng de phan tich nhan to la thich hdp. (Bang 2).
Eigenvalue = 1.469 > 1 dai dien cho phan bien Bang 1. Kiem djnh KMO va Bartlett's Kaiser-Meyer-OlkinMeasure of Sampling Adequacy.
Baitlett's Test of Sphericity
Approx. Chi-Square df
Sis.
.858 7729.517 406 .000
thien dtfcfc giai thich bdi moi nhan to nit ra c6 y nghTa t6m tat thong im tot nhat.
Tong phtfdng sai trich (Cumulative Vc) = 76.91 l'7r > 50% dieu nci\ chtfng to 76.911% bi^'n thien cua dtf lieu dtfcfc giai thich b5i 7 nhan lo dtfcfc do Itfcfng thong qua 29 bie'n quan sit.
4.2. Kiim djnh Cronbach's Alpha Kiem dinh Cronbach's Alpha de kiem tra si/
chat che va ttfdng quan giffa Ciic bien quan sal. liT do loai b6 nhffng bien khong phii hdp va giff lai cac bie'n phCi hdp trong mo hinh nghien ctfu. Cdc bien cd Corrected Item - Total Correlation > 0.3 va Cronbach's Alpha > 0.7 se dtfdc giff lai.
Ket qua Bang 3 cho tha'y, cac bie'n thang do cua ttfng yeu to deu c6 Corrected Item Total Correlation > 0.3 va he so' Cronbach's Alpha
> 0.7. Dieu nay chtfng id 29 cac bie'n thang dai di6n cho Nguon: Phdn tich SPSS 1 ye'u to' la phu hdp.
Nhan 16 1
t
i 1
Bang 2 Gia tri ban dau Eigenvalues Tdng
9.203 3.007 2.S61 2 270 .s 1 1.921 6 ' 1 .s-4 7 29
1 J69 .038
Phirong sai
(«/.)
3L735 10.367 9.864
Tich lay
(%)
31.735 42.103 51.967 7.829 59 796 6 623 5.428 5.064 .132
66.419 71.847 76.91!
100.000
Tong phiidng sai trich ke't q u a Tone trich phuong sai h? so tai Tong
9.203 3.007 2.861 2270 1.921 1.574
Phuong sai
(%)
31.735 10.367 9.864 7.829 6.623 5 428 1.4691 5.064
'
Tich luy
(%)
31.735 42.103 51.967 59796 66.419 71.847 76.911
EFA
Tong xoay phuong sai h? s6 tai Tdng
3752 3.536 3.526 3.155 3.117 2.658 2.560
Phuong sat
(%)
12.939 12.194 12.158 10.880 10.749 9.166 8 826
Tich lay
(%)
12.939 25.133 37.291 48.171 58.920 68.085 76.911 Bdng 3. Ket qud kiem dmh Cronbach's Alpha cdc yeu to dnh hudng den SHL cua khdch hdng
SLf dung Mobile Banking Ten nhan to
Sir hieu qua Bao mat Sir dap ling Sir bao dam Thiel ke
Bien thang do H Q I , HQ2, HQ3, HQ4, HQ5 BM2, BM3, BM4, BM5 D U I . DU2. DU3 B D I , BD2, BDS, BD4, BDS T K 1 . T K 2 , TK3, TK4 Sir doQg cam DC 1, DC2, DCS. DC4 l / u dai LT) 1, UD2, UD3. UD4
Cronbach's Alpha 884 804 896 892 832 801 847
Ket luan Dat Dat Dat Dat Dat Dat Dat Ngudn: Phdn lieh SPSS
302 So 8-Thdng 4/2020
TAICHINH-NBAN IANG-BAO HIEM
Bdng 4. Ket qud hdi quy
Model (Constant) HQ BM DU ' BD
TK DC UD
Unstandardlzed Coefficients B
-2.002 .128 .100 .310 .207 .128 .421 .230
Std. Error .275 .049 .053 .050 .063 .054 .052 .054
Standardized CoefEcients 1 t Beta
-~ 2S7 .101 1 2.599 .082 2.088 .235 1 6.221 .147 1 3.275
098 ' 2.369 358 j 8.037 160 4.262
Sig.
000, 010 .048 000 .001 .018 000 000 fl, Depenctent Variable: SHL
Model 1
R .787'
R Square .619
Adjusted R Square .611
Std. Error of the Estimate .61933
Durbin-Watson 2.092
4.3. Kit qud hoi quy va kiem dinh SHL=-2.002+0.421*DC+0.310*DU+0.230*UD +fl.207*BD +0.I28*HQ + 0.128*TK + 0.100='=BM Ket qua Bang 4, cho tha'y 7 ye'u to' giai thich du'(;c61.l% stf bien thien ve SHL cua khach hang vo dich vu Mobile Banking va co y nghia tho'ng ke (sig.<0.a5).
Nghien ctfu thtfc hien them cac kiem dinh khac, kiM qua cho thS'y mo hinh khdng xay ra hien itfdng da cpng tuyen, khong \ay ra hien ttfdng ttr tu'dng quan v^ hoin toan pha hdp vdi dtf lieu.
5. MOt so'giai phap
TiJ" ket qua nghien ct'm. cac NHTM tai Dong Nai cd the nang cao SHL cua khach hang ve dich vu Mobile Banking thong qua cac giai phap sau (!) Cai thi^n stf dong cam. nhtf: cung ca'p day du thong tin cic tinh nang cua phdn mem, co htfdng dEn sinh dong \e stf dung dich vu.... (2) Cai tliien stf dap tfng.
nhif. nSng ca'p phan mem nh5m dap tfng cac nhu cau cua khdch hang, mcf them cac kenh h6 trd, nghien ciJu mci rong cac dich vu mdi; (3) Tiep tuc thtfc hien chfnh sach utf dai, nhtf: ap dung phi va lai suat phu
Ngudn: Phdn lich SPSS hdp cho ttfng doi ttfdng khach hang, co nhtfng chinh sach khuye'n mai khi thtfc hien giao djch, cd chinh sach boi hoan nhanh chdng kip thdi; (4) Thu'c hien cac chinh sach bao dam. nhu": luon duy tri danh tie'ng vii hlnh anh cua ngan hang, luon duy iri he Ihong giao dich on dinh han che cac stf co tdi mtfc tha'p nha't; (5) NHTM can thi/c hien cac giai phap khac nhim dam bao va duy tri hieu qua hoat dpng cua dich vu. phan mem va dam bao tinh bdo mat cua giao dich.
6. Ke't lu§n
Str hai Idng cua khach hang la ye'u to so'ng con va
!a muc tieu ma cac NHTM hien nay trong cung tfng dich vu. Trong djch vu .Mobile Banking ihl stf thoa man nhu cau khach hang cang cd y nghTa quan trpng trong xu hufdng phat dich vu ngan hang hien dai. Ke't qua nghien ctfu tren se giup NHTM tai Dong Nai co cd hpi hieu ro hdn ve nhu cau khach hang, danh gia cua khach hang \ e chat Itfdng djch vu Mobile Banking va nhan biet yeu to anh htfdng. ttf do nang cao cha't Itfdng hoat dpng va nang cao SHL cua khach hang •
TAI LigUTHAM KHAO:
1 .N'gu\^n Dinh Tho (2011). Phuang phdp nghien ci'fu khoa hoe trong Unh dociiih. Nha \uai ban Lao dong xa hoi.
So 8 - T h a n g 4/2020 303
TAP Cll CONE THtrone
2. Colher & Bienstock. Measuring ser\'ice qualit\ in e-retailing. Journal of Senice Research. Vnl. 8. no. 3,2006, 3. Ho & Lin, Measuring the Service Quality of Iniemel Banking: Scale Developmenl and \alidaiion. Europeein Business Review, Vol. 22.2010.
4. Kenova & Jonasson. Qualitj- Online Banking Services. Technical Repon. Jonkoping Inlemational Business School. 2006.
5. Parasuraman & ctg. E-S-QUAL, A Multiple-Item Scale for Assessing Electronic Service Quality, Joumal of Sen-ice Research, Vol.7.2005.
6 Parasuraman, &ctg, A conceptual Model of Senice Quality and its Implicatons for Future Research, yfwnin/of Af«riefmg, 49:41-50,1985.
7. Parasuraman, & ctg, SERVQUAL: A multiple-iiem scale for measuring consumer perceplions of .ser\icc qnaWly. Joumal of Retailing. 12-40.1988.
Ngay nhSn bai: 18/3/2020
Ngay phan bi$n danh gia va stfa chtfa: 28/3/2020 Ngay chap nhiin dang bai: 8/4/2020 The'mg tin tcic gid:
ThS-BUIVANTHVY ThS. N G U Y I N T I E N QUANG
Khoa Tai ehinh - Ke'toan, Trtfc^ng Dai hpc Lac Hong
THE SATISFACTION OF CUSTOMERS WITH MOBILE BANKING SERVICES PROVIDED BY COMMERCIAL BANKS
IN DONG NAI PROVINCE
• Master. BUI VAN THUY
Faculty of Accounting a n d Finance, Lac Hong University
• Master. NGUYEN TIEN QUANG
Faculty of Accounting a n d Finance, Lac Hong University ABSTRACT:
This study i.s to find out how to improve the satisfaction of customers with mobile banking senices. The study's results show that factor? affecting the satisfaction of customers with mobile banking services include empathy, response, incendves, guarantees, efficiency, design, and security factor. This find out is expected to help commercial banks improve die satisfaction of customers with dieir mobile banking ser\ ices.
Keywords: Satisfaction, affecdng factors, mobile banking, commercial banLs.
304 So 8 - Tiidng 4/2020
