Nguyen Thj Gam vd Dtg Tap chi KHOA HOC & CONG NGHE 175(15): 121 - 127
ANH HlTdNG CUA CHAT LlTpfNG DICH VU NGAN HANG TOfI SlT THOA MAN CUA KHACH HANG TAI VIETINBANK- CHI NHANH THAI NGUYEN
Nguyen Thj Gam , D i o Thi Huwng Tncdng Dai hgc Kinh li vd Qudn trj Kinh doanh - BH Thdi Nguyen TOM T A T
Nghien cuu dugc thyc hien nham xac dinh anh huong cua cac yiu t6 cau thanh chit lugng dich vu va chit lucmg san pham tdi sy thoa man cua khach hang. Mo hinh hoi quy da biSn, bao gfim (i) cac yeu to hihi hinh, (ii) do tm cgy, (iii) d$ phan hfii, (iv) nang lyc phyc vu, (v) sy cam thong va (vi) chat lugng san pham) da duoc sir dyng dfi dg xac djnh cac yiu t6 anh huong tdi sy thoa mSn cua khach hing doi vdi dich vu tiin g i i ca nhan tai Vietinbank- Chi nhanh Thai N ^ y e n . 350 khach hang su dyng dich vu tien gu'i ciia ngan hang da dupe lya chpn ngau nhien dfi difiu fra. Kit qua nghifin cihi cho thay (i) cac ylu to hihi hlnh, (ii) dfi tin cgy, (iii) nang luc phuc vu, (iv) sy cam thfing va (v) chat lugng san pham co anh huong tdi sy thoa man khach hang. Trong do, su cam thfing CO sy anh hudng 1cm nhdt tdi su thoa man khach hang.
Tir ket qua n ^ l e n ciiu nay, mot so giai phap nang cao chat lugng dich vy nham tang sy thoa man cua khach h ^ g doi vdi Vietinbank- Chi nhanh Thai Nguyen d§ dupe d i xuat.
Ttr khAa: Yeu Id dnh huang; chat lugng dich vu; thda mdn khdch hdng, ngdn hdng; Vietinbank- Chi nhdnh Thdi Ngi^n
DAT VAN D E
Trong nen kinh te thj t r u d n g hien nay d Viet Nam, cgnh tranh trong nganh ngan hang ngay cang trd nen khde liet. Viec nang cao chat lupng djch vu nham duy tri khach hang cii va thu hiit dugc khach hang t r d thanh mpt trong nhirng yeu to quan trpng, quyet dinh s y thanh cong cua ngan hang tren thi trudng. Chien luge CO dinh h u d n g khach hang da trd thanh mpt trong ehien luge kinh doanh quan trpng nhat doi vdi moi td ehue ndi ehung va doi vdi nganh ngan hang ndi rieng. Trong nhiJng nam gan day, viec nghien ciiu ve chat lugng dieh vy va sy thda man cua khach hang da nhgn dugc nhieu s y ehii y cua cae nha nghien ciJu nham xac dmh diing nhu cau cua khach hang va giiip ngan hang phue vy khach hang tot hon, lam cho hg thda man b a n , giiJ moi quan he hgp tac ISu dai vdi ngan hang. Dieu nay cung gop phan xay d y n g t h u a n g hieu va djnh vi hkih anh ciia ngan hang tren thi trudng.
Khach hang la ngudi quyet dinh s y ton tgi ciia ngan hang d y a tren m d c d o thda man ve ehat lugng dich vu ma hp sir dyng. Mgi hoat dgng cua ngan hang deu tap trung vao thda man nhu cau eiia khach hang va lam the nao hp
Tel: 0912805980; Email ntgam@yahoo tom
tiep tuc sii dung cac dich vu ciia ngan hang, Ngan hang tgp trung n o lyc eiia minh vao viee nang cao chat lugng dich vu, nham duy tri khach hang cii va thu hiit khach hang mdi.
Viec nang cao chat lupng dieh vy khong chi nang cao s y thda man eua khach hiing ma edn tao d u g c mdi quan he tdt vdi khach hang nham han ehe khach hang chuyen sang sii dung dieh vu khae hap dan hoti cua doi thu.
Ngan hang T h u o n g mai Co phan Cong t h u a n g Vi?t Nam - Chi nhanh Thai NguySn (Vietinbank - Chi nhanh Thai Nguyen) la mpt trong sd nhung ngan hang Idn d hogt dpng tren dia ban thanh pho Thai Nguyen cung nhu d tinh Thai Nguyen. Day la ngan hang thuong mgi ed phan, cd nhieu nam hogt dgng, cd so lugng khach hang giao djch Idn. Trong nh&ng nam gan day, viec canh tranh thu hiit va duy tri khach hang giiJa cac ngan hang tren dia ban ciing dien ra khoe liet. Vietinbank la mpt ngan hiing d u g e thanh lap lau nam d Thai Nguyen, chat lugng dich vu con han e h i so vdi eac ngan hang t h u a n g mgi khac mdi dugc thanh lap tren dia ban, edn nhirng khach hiing chua thda man vol chSt lugng dich vu eiia ngan hang. Cau hdi dat ra la y i u to chat lugng dich vy nao anh hudng tdi s y thda man ciia khach hang? Lam t h i nao d i nang cao chat lugng dich vu ciia Vietinbank - Chi nhanh
121
Nguyen Thj Gam va Dig Tap chi KHOA HOC & CONG NGHE 175(15)- 121-127 Thai Nguyen la mdi quan tam Idn cua ban
lanh dao ngan hang d day. Chinh vi ly do dd, chiing toi chpn de tai: "Anh hit&ng cda chat lirgng dich vu ngdn hdng t&i sir thoa mdn cua khdch hdng tgi Vietinbank- Chi nhdnh Thdi Nguyen".
MUC DICH, NOl DUNG, T H 6 I GIAN VA PHUONG PHAP NGHIEN CUU Muc dich nghien cuu: Nghien ciiru duac thuc hien nham xac dmh anh hudng ciia cac yiu td chat lugng dich vy tdi sy thda man khiich hiing. Tren ca sd dd, de xuat cae giai phap nang cao chat lugng dich vu nham thda man ban nira khiich hitng Vietinbank - Chi nhanh Thai Nguyen trong thdi gian tdi, gdp phan nang cao hieu qua kinh doanh, nang lyc vit vj the canh tranh eiia ngan hang tren thi trudng hien nay.
Npi dung nghiln ciru: De tai tap trung nghien ciiu anh hudng eua chiit lugng dich vu tdi su thda man khach hang doi vdi dich vu tien gui ea nhan tai Vietinbank - Chi nhanh Thai Nguyen. Trong khuon khd nghien cuu ciia de tai, chiing tdi su dung md hlnh chat lugng djch vy ciia Parasuraman (1988) [2] vdi cae yeu td nhu phuong tien hiiu hinh, do tin eay, dp phan hoi, nang lyc phuc vu va sy cam thong tdi sy thda man cua khach hang. Ngoai ra, de phu hgp vdi dieu kien thuc te eua Thiii Nguyen, nghien cuu bo sung them mpt biin nira vao mo hinh.
Thoi gian nghien ciiu; De tai tien hanh thu thgp so lieu dieu tra thuc ti thang 8 den thang 10 nam 2016.
Dja diem nghien cuu: De titi duge thyc hien tai Vietinbank- Chi nhanh Thai Nguyen, .Phuong phap thu thap so lieu: So lieu so
cap dugc thu thap tir phieu dilu tra thye te tii khach hang su dyng djch vy tien gui ca nhan tai Vietinbank- Chi nhanh Thai Nguyen.
- Quy mo mau:
Tong sd khiich hang co su dyng djch vu tien gui ca nhan ciia Vietinbank- Chi nhanh Thai Nguyen han 4.000 ngudi tinh din thang 6/2016. Vi vay, quy mo mau se dupe tinh theo cong thdc sau [1]:
122
= 350
^^_ nz'p(\-p) _ Nd^+Z^p(\-p) 4000(1.96)^ (0.5)(I-0.5) 4000(0.05)' +(1.96)'(0.5)(I-0.5) Trong do:
n = Quy mo mau mong muon
Z= Dg lech chuan, miic 1.96, tuong img voi muc 95% dp tin cay
p = Phan tdng the mye tieu duge danh gia la ed nhung dge diem ehung cy the, thudng miic 50% (0.5)
d = do chinh xac ky vpng, thudng de d mijc 0.05
Tieu chi chgn mdu. Mau dugc chpn ngau nhien tir so khach hang ciia ngan hang, nhttng ngudi dap ling 2 tieu ehi sau: eo It nhat mpt nam su dung dich vy tien gdi cua ngan hang va it nhat su dung 1 nam 2 lan trong 1 nam qua.
Tdng sd phiiu phdi ra lit 360 phieu vit so phieu thu ve la 353 phieu va 350 hgp le dupe diing de phan tich.
Phuong phap phan tich
Mo hinh hdi quy duge su dung de phan lich iinli hudng ciia chat lugng dich vy tdi sy thoa man ciia khach hang doi vdi dich vy tien giii ca nhan tai Vietinbank - Chi nhanh Thai Nguyen.
Y. = Bo+ BiXii-i-Bi Xii-I-Bs X3i+ ... B^ Xk,+ E, Trong do:
Y|= bien phy thupe (Su thda man eiia khach hang)
Xk = cac biin ddc lap vdi X, (yeu to hull hinh); X2 (dp tin cay), X3 (Mii'c dp phan hoi);
X., (Nang lyc phye vy), X5 (Mdc dp cam thong) vit Xf, (Chat lugng san pham) Bo= hangsd
B|(= eae he sd hoi quy (i > 0) e, = thitnh phan ngau nhien hay yeu to nhieu Gia thuyet nghien ciiu
Gia thuyet 1: Cd moi quan he tich eye giihi
phuang tien hiru hinh vdi sy thda man cua
khach hang su dyng dich vy tai Vietinbank-
Chi nhanh Thai Nguyen.
Nguyen Thi Gam vo Dtg Tgp chi KHOA HOC & C O N G NGHE 175(15): 121 - 1 2 7 Gia thuyet 2 : C d mdi quan h ? ti'ch e y e giira dp
tin cgy ciia khach hiing vdi sy thda man eiia khach hang s u d u n g dieh vu tai Vietinbank- Chi nhanh Thai N g u y e n .
Gia thuyet 3 : Cd moi quan he tfch c u e giiJa miie dp phan hoi ciia khach hang vdi sy thda man eiia khach hang su dyng djch vy tai Vietinbank- Chi nhanh Thai NguySn.
Gia thuyet 4: Cd moi quan he tich cue giu'a nang lye phye vu ciia nhan viSn ngan hang vdi sy thda man ciia khach hang su dung dieh vu tai Vietinbank- Chi nhanh Thai Nguyen.
Gia thuyet 5: Cd moi quan hp tieh cue giira miie dp cam thong v d i sy thda man cua khach hang sir dung dich vu tgi Vietinbank- Chi nhanh Thai N g u y e n .
Gia thuyet 6: Cd moi quan he tich e y e giira chat lupng san pham vdi sy thda man cua khach hang sii dyng dich vy tai Vietinbank- Chi nhanh Thai Nguyen.
K E T QUA V A T H A O L U A N
D i x a e djnh anh hudng cua c h i t lugng djch vu tdi sy thda cua khach hang m o hlnh hoi quy da bien da d u p e su dyng bao gdm eac bien: p h u o n g tien hiiu hinh, do tin cay, miie d o phan hoi, nang lyc phuc vy, sy cam thong va chat lupng san pham tdi sy thda man cOa khiich hang. Ket qua kiem dinh mo hinh dugc trinh bay d bang I.
Bang mo hinh tdng quat cho thay R ^ 0,739;
gia tri R^ niiy cho biet riing cac bien dpc lap trpng md hinh ed the giai thieh d u g c 73,95 % sy thay doi eiia bien phu thuoc, ed nghia la cac bien trong md hinh giai thich dupe 73,9 % sy thda man ciia khach hang, cdn lai lit phy thupc vito cac bien khac khong nam trong m o hinh.
H e so Durbin - Watson = 1.668 cho t h i y khdng CO sy tuang quan giiia cac phan du, dieu nay co nghia mo hinh hdi quy khong vi pham gia dinh ve tinh dgc lap ciia sai so.
Model 1
R .860'
Bang 1. Anh huang cm chiit luong dich vu tai sir thoa mdn khach hdng'
R Square Adjusted R Square Std. Error ofthe Estimate Durbin-Watson .739 .734 .51676262 1.668 a. Biin du bdo: (hang sd). Chdl lugng sdn phdm. Phuang tiin hdu hinh, Ndng luc phuc vv, Do phdn hdi, Su cdm thdng. Dd tin cdy
b. Biin phu thuoc: Thda mdn khdch hdng
Bang 2. Phdn tich ANOVA'' vi dnh huang cua chdl lugng dich vu tai su thda mdn cua khdch hdng
Sum of Squares df Mean Square Sig.
Regression Residual Total
259.984 91.863 351.847
6 344 349
43.331 .267
a Biin dif bdo: (hdng so), Chdl luang san pham, Phuang tien hdu hinh, Ndng luc phuc vg, Dg phdn hoi, Su cdm thong. Do tin cdy
b. Bien phu thugc: Thda mdn khdch hdng
Nliin viio bang k i t qua tren, ta thay he s6 F = 161,261 va Sig = 0.000 (< 0.05), tuc la md hinh hoi quy cd y nghta va ket qua hdi quy cd the s u dung d u g c .
Biing 3 dudi day d u a ra k i t qua he sd eua mo hinh hdi quy. He sd VIF trong bang hdi quy cd ket qua dao dgng tir < I 0 , vl vay khdng co hien t u g n g da cpng tuyen. Md hinh cd y nghia va cd the tiep tuc phan tich.
Nhin vito bang 3 ta thay, eo bien " d p phan hdi" cd miic y nghta P-value > 0.05. N h u vay, ta cd the bac bo gia thuyet cd moi quan he giiia eac bien nay vdi bien phy thupe lit sy thda miin khach hang va chdp nhan gia thuyet bien nay khong co mdi quan he vdi su thoa man khach hang (H3).
Nguyen Thi Gam vd Dtg Bang 3. He so'
Model (Constant) Phuong t i ^ huu hinh Do tin cay 1 Do phan hoi
Nang lyc phuc vu Str cam thdng Chat luong san pham
Tap chi KHOA HQC & CONG NGHE
" ve dnh hudng cua ehdt luang dich vu tdi su thoa Unstandardized
Coeflicients B Std -.002
.083 .266 .071 .205 .299 .196
. Error 028 .039 .051 .046 .050 .050 .044
Standardized Coefficients t
Beta -.058 083 2.137 266 5.206 .071 1.564 .205 4 130 .298 6.024 .195 4.430
175(15):
mdn khdch hdng
Sig.
.954 .033 .000 .119 .000 .000 .000
121-127
CoUinearity Statistics Tolerance
.502 .291 .364 307 .310 .391
VIF
1.991 3437 2.744 3.257 3.229 2.559
a. Bien phy thugc: Thoa mdn khdch hdng
Ket qua hdi quy cho thay miic y nghTa (he sd Sig) ciia 5 trong so 6 bien ddc lap (yeu to hihi hinh, dp tin cay, nang lyc phuc vu, sy cam th6ng vit chat lugng san pham) deu nho hon 0.05, nghia la cac bien deu cd y nghia d muc dp tin cay 95%. Nhu vay, ta cd the bac bd gia thuyet Ho rang khdng co mol quan he giu'a eac bien trong md hinh vdi thda man khach hitng va chap nhgn eac giai thuyet (Hi,H2, H4, H5 va Hii) rang ed moi quan he tuyen tinh giiJa cac bien nay vdi thda man eiia khach hitng.
Dya vao ket qua hoi quy, ta cd the viet Igi phuong trinh hdi quy nhu sau;
YI = 0,083*X1(*) + 0,266*X2(*) + 0,071*X3 + 0,205*X4(*) + 0,298*X5(*)+ 0,195*X6(*) (*) CO nghTa d miie 0.05
-//ay; Thoa man khach hang = 0,083* yiu td hihi hinh + 0,266*dp tin cay + 0,071*miie do phan h6i + 0,205*nang lyc phuc vu + 0, 298*su cam thdng + 0,195 * chSt lugng san pham.
Kit qua eho thay d dp tin cay 95% cac biin dpc lap deu anh hudng den bien phu thupc va cac he s6 d6e lan lugt lit 0,083; 0,266;
0,205; 0,298 va 0,195, diu mang dau duong nen cac bien deu anh hudng cimg chieu vdi sy thda man cua khiich hitng. Kit quit nghien eiiu cho thay, su cam thong eiia ngan hang co muc do anh hudng manh nhSt, tiep den lit do tin eay, nang lye phyc vu, chat lugng san pham va cuoi ciing la yiu to hifu hinh.
(Ngudn- Kit qud phdn tichsd lieu diiu tra cita tdc gid) KET LUAN VA KIEN NGHI
Niing cao chat lugng dich vy va thoa man khach hang lit yeu to song edn mit cac ngan hang dang theo dudi. Ciing vdi sy canh tranh ngay ciing gay gat ciia moi trudng kinh doanh va chinh ngitnh ngan hang, viee nang cao chat lupng djch vy, tim hieu nhu cau khach hang vit thda man nhu cau ciia hg ngay cang trd nen can thiet. Ket qua nghien eiiu su anh hudng cua chat lugng dich vy den sy thoa man khach hang tai Vietinbank - Chi nhanh Thai Nguyen eho thay phuong tien hthi hinh, dp tin cay, nang lyc phyc vu vit su cam thong CO imh hudng den su thda man ciia khach hang. Dp phan hdi khong tim cd anh huong tdi sy thda man cua khach hitng sir dyng dich vy ciia Vietinbank - Chi nhanh Thai Nguyen.
Ket qua nghien eiiu nay gdp phan de ra cac chinh saeh, chiin luge phat trien cua ngan hang trong nhirng nam tdi.
Can Cli vao ket qua phan tich va nghien cihi mo hinh d muc tren, mgt so cae giai phap sau duge de xuat.
Tang cu'&ng su quan tam, chdm sdc ctia
ngan hdng doi v&l khdch hdng
Tang trudng cao bang each tao nen sy khac
biet tren co sd hieu biet nhu cku khach hang
va hudng tdi khach hitng. De dap iing nhu cau
ngay eang cao cua khach hang, hieu biet nhu
eau, lang nghe, quan tam tdi khach hiing ia vo
cung quan trpng. Vi vgy, de giup khach hiing
Nguyen Thi Gam vd Dtg
Tgp chi KHOA HOC & C 6 N G N G H $175(15): 121 - 127 cam nhgn dugc sy cam thdng, ngan hiing can
CO chinh sach khach hang, dac bipt doi vol nhiing khach hang tnmg thiinh cua ngan hitng.
Chinh sach nay the hipn dupe quan tam eiia ngan hang doi vdi khach hang, dgc bipt la d6i vdi tirng ca nhan khach hiing, de khach hang ludn cam thay hp la "thugng di" va ludn dugc quan tam. Phan logi khach hang (khach hiing tiem nang, khach hang mue tieu,...) hay cae mang djch vy trpng diem de cd ehinh sach phu hgp nhu: tgng qua, thiep,... ehiic mimg khach hang vao nhtrng djp Ie, tet, sinh nhgt,..
de tao nen nhQ'ng sy quan tam nhd se lam khach hang bat ngd va gan bd hon vdi ngSn hang. Vdi nhicng khach hang tiem nang, cht nhanh cd the cii nhan vien true tiep den phue vy tgi nhit hay ca quan, cd chinh saeh tm dai ve lai suat hay tang the VIP- eho khach hang CO doanh so giao djch Idn hay sir dyng nhieu san pham eua chi nhanh.
Chi nhanh nen td ehiie hdi nghj khach hang hing nam de nSm bat tiim tu ngyypn vpng cua khach hang, ditng so, hop thu gop ^ de tai quay giao dich, ddng thdi thyc hien djnh ky hang thang giii thu xin y kien gdp y, nhgn xet tdi timg khach hang ve tinh tien i'ch ciia san pham dich vy, chat lugng siin pham dieh vy ngan hang cung cap, nhu cau cua khach hitng ve nhiing san phim dich vy mdi ma ehi nhanh ehua CO de kip thdi chan ehinh nhiing sai sdt va CO chuang trinh ki hogch tao ra nh&ng san phim dich vy mdi dap dng ngay eang tot han nhu eau eua khach hang.
Tdng cir&ng sir tin cgy cua khdch hdng Sy tin eiiy cua khach hitng doi vdi ngdn hiing la tien de de khach hang tiep tyc sir dyng, sir dung nhieu han va gidi thieu vdi ngu'di kh^c cac san pham dich vu cua ngan hang. Vi vay, ngan hang can chu trgng vao vipc cung cap dich vu nhu dS thong bao vdi khach hang, chii trpng tdi chat lugng va uy tin. Day la dieu kien de tgo niem tin vdi khach hang. De tao sy khac bi?t vdi cae ngan hang khac tren dja ban, Vietinbank - Chi nhanh Thiil Nguyen can thyc hipn chinh xac cac giao djch vdi
khach hitng, day la mdt trong nhirng dieu kien vd cting quan trpng trong viec tao niem tin vdi khach hing. Giao dich khong chinh xac, thyc hipn chgm, sg lam mat long tin vdi khich hang. Khi da mat long tin, khach hang se khdng quay trd Igi va cd the se ed ldi noi truyen mieng xau ve ngan hang. Vi vay, ngan hang can quan triet nhan vien viec thyc hien nhanh, chinh xac eac giao dich.
Chat lugng djch vu cua ngan hang khdng chi phy thupc vao cac yeu td cdng nghe hay trinh dp cua can bp nh§n viin mk cdn phy thupc rat Idn vao trinh dp quan ly dieu hanh, chat lugng cong tae kiem tra, kiem soiit va khao sat chat lugng djch vy. Vi vay, chi nhanh can phai thudng xuyen nang eao trinh do quan ly dieu hanh ciia dpi ngu can bp, ddng thdi phiii thudng xuyen ra soat lai cae quy trinh, quy dinh npi bp tgi chi nhanh de phiit hien kip thdi nhung thieu sot di bd sung dieu chinh va hoan thien cho phu hgp, lya chpn eac can bd cd trinh dp chuyen mon, pham chat dao diic tot,., vao bp phan kiem tra, kiem soat va thudng xuyen tien hanh cac eupe khao sat ve chat lugng dieh vy de tao dugc sy tin tudng eua khaeh hang doi vdi ngan hang.
Ndng cao chat luffng nguon nhdn Itfc ndm
tdng cir&ng ndng lire phuc vu khdch hdng
De nang cao chat lugng phuc vy ciia ngiin
hang doi vdi khach hang, gop phan nang cao
sy thda man kliacli hang vit long trung thanh
khiich hang, Vietinbank - Chi nhanh Thai
Nguyen can chii trpng tdi viee nang eao chat
lugng ngudn nhan lyc ciia ngan hang. Myc tieu
la xay dyng va phat trien dpi ngQ nhan vien
thanh thao ve nghiep 'vy, chuan myc trong dao
due kinh doanh, chuyen nghipp trong phong
each litm viee va rihiet tinh phuc vu kliach
hang. Cac nhan vien trong he thong Vietinbank
duge khuyen khieh diio tao chuyen sau ve
nghiep vy chuyen mdn phii hgp vdi chuc nang
cdng viee nham thyc hien tdt cac djch vy da
dgng eua ngan hang vit chuan bi cho nhtrng
cdng viec cd trach nhiem cao ban. Vietinbank
da xay dyng dugc trung tam dao tgo cua minh
125
Nguyen Thi Gam vd Dtg Tap chi KHOA HQC & CONG NGHE 175(15): 121-127 vdi he thdng giao trmh hoan chitih bao gdm tat
ca cac nghiep vu ngan hang, Cac kien thii'c phap luat, to chuc quan ly.
Can bp quan ly, d i i u hanh cua Ngan hang cung dugc chii trpng diio tao chuyen sau ve quan tri chien luge, quan tri marketing, quan tri nii ro, quan ly chat lugng,... ngan hang cCng khuyen khich vii thiic day sy chia se ky nang, tri thiie giiia cac thanh vien trong ngan hang tren tinh than mgt to ehue khdng ngung hpc tap de chuan bi tao nen tang cho sy phat trien lien tyc va ben virng
Nang cao chat luffng sdn phdm
Chien luge phat trien ma Vietinbank chi nhanh - Thai Nguyen hudng tdi do lit Ud thiinh Ngan hang phat trien ben virng vdi chat lugng djch vu hiing dau theo cac chuan mye quoc te. Phat trien ben vung, eung cap eae san pham dich vu ngan hang vdi chat lugng cao cho moi ddi tugng khach hang. Xay dyng quan he doi tac hieu qua vdi eae dinh ehe tai ehinh trong nude va quoc te. Duy tri tinh trgng tai chinh d miic dp an toan cao, xay dyng Vietinbank ehi nhanh Thai Nguyen t r d thanh mpt don vi ed tai chinh v u n g mgnh cd kha nang vugt qua moi thach thiie trong moi trudng kinh doanh cgnh tranh va cdn ehua hoiin thien ciia nganh ngan hang Viet N a m .
Ngan hang cung cd the ap dyng chinh sach Iiii suat linh hoat nhu la khi khiich hang nit tiin trudc khi dao ban, thay vi khaeh hang se phai nhgn tiin lai tinh theo lai s u i t khdng thdi ban thi vdi nhirng khaeh hang gui ki hgn tren 6 thang CO t h i eho phep ho nhgn tiin lai ti'nh theo lai s u i t ciia tien gdi tiit kiem ki hgn g i n nhat so vdi thdi gian khaeh hang thyc giii Vi dg nhu neu khach hang giii 9 thang mil den thang thii 8 khach hang cd nhu eau c i n tiin gap thi cd the cho phep khach hang hudng lai suat theo tiin giii tiet kiem 6 thang. Khi do, khach hang se thay thoai mai ban vi quyin Igi dugc dam bao va cd the se tiep tyc giri tiin vao ngan hiing.
Tdng cir&ng cff s& vgt chat phuc vu khdch hang: Ngan hang can khdng ngirng nang cao trang thiet bj ngay mdt hien dgi han, gdp phSn thye hien nhanh chdng, chinh xac cac giao dich
•So vdi cac ngan hang khac trong he th^ng, trang thiit bj eiia Ngan hang cdn kem hon so vdi mdt sd cac ngan hang khac nhu Agribank, Vi vay, viee trang bi he thong may tinh hien dai, cQng nhu cae trang thiet bi khae phyc vu cho eae giao djch la can thiet. Ben cgnh do, Vietinbank - Chi nhanh Thai Nguyen can cung cap dii can diiet cho khach hang. Cac td roi nay ciin dugc dgt d vl tri cua ra vao thuan tien cho viec tham khao cua khach hiing. Ben cgnh do, ngan hiing can xay d y n g chien luge phat trien edng nghe ngan himg vdi mue tieu ddn diu, di trude vdi he thong md, co kha nang phat trien eac san pham, tien ieh phong phii dap irng nhu cau da dang cua khach hang.
Ket qua nghien ciiu ciia de tai la co sd cho ban giam doc ngan hitng co cai nhin tong quan ve chiit lugng dieh vy va su thoa man khach hang ciia ngan hang, de tir do lya chpn cac giai phap nang eao chat lugng dich vu nham thda man hon nira khach hang hien da va dang su dung dich vy cua ngan hang, gop phan chien thang trong canh tranh cung nhu nang cao hieu qua kinh doanh ciing nhu vi the ciia ngan hang tren dia ban tinh noi rieng va ca nude ndi chung.
TAI LIEU T H A M K H A O 1. Fely P David (2005), Understanding and domg Research- a handbook for begmers, Panorsma Printing Inc.
2. Parasuraman A , Zeitham IV. A , Berry L. L.
(1988), "SERVQUAL: a multi-item scale for measuring consumer po-ception of service quality", Journal of Retailing. 7 5 ( l ) , p p 11-32.
3. Parasuraman A., L, L. Bary, & V. A Zeidiaral (1991), "Refinement and Reassessment of the SERVQUAL Scale", Joumal of Retailing, 67 (4), pp.
420450.
4 Reichheld, F.F. & Schefler, P. (2000), "E-loyalty Your secret weapon on the web". Harvard Business Review. 75(4), pp. 105-113.
Nguyen Thi Gam vd Dtg Tgp chi KHOA HQC & CONG NGHE 175(15): 121 - 127
S U M M A R Y
I N F L U E N C E OF S E R V I C E Q U A L I T Y O N C U S T O M E R S A T I S F A C T I O N A T V I E T I N B A N K - T H A I N G U Y E N B R A N C H
Nguyen Thi Gam', Dao Thi Huong TNU University of Economics and Business Administration This study aimed at examining reladonship between service quanlity, product quality and customer sactislaction at Vietinbank- Thai Nguyen Branch. A regression model of 6 variables (tangibles, responsiveness, reliability, assurance, empathy and product quality) was used to idendfy factors that positively influence customer sactisfaction toward individual time deposit at Vietinbank- Thai Nguyen Branch. 350 individual customers were selected for a survey. The research findings showed that (1) tangibles, (2) reliability, (3) assurance, (4) empathy and (5) product quality have positive reladonship with customer satisfaction. Of which, empadiy has a strongest influence on customer satis&ction.
Based on research findings, some recommendations were proposed to improve service quality and enhance the customer satisfaction with the service of Vietinbank- Thai Nguyen Branch.
Key words: Factors, service quality, customer satisfaction, banking, and Vietinbank - Thai Nguyen branch
Ngdy nhgn bdi: 10/9/2017; Ngdy phdn biin: 11/10/2017; Ngdy duyitdang: 29/12/2017
Tel- 0912805980; EmaiL [email protected]
