Anh hu'dng cua tai san thu'dng hieu den hieu qua tai chmh
tai cac ngan hang thu'dng mai TP. Ho Chl Minh
DINH THI VAN ANH"
Tom t^t
Thong qua khdo sdt 321 khdch hdng dang sd dung dich vu cua cdc ngdn hdng thUffng mgi trin dia bdn^ TP. Ho Chi Minh, bdng phucmg phdp nghiin cdu dinh linh vd dinh lUffng, nghiin cdu cho thdy, cd 6 nhdn tddnh hudng de'n hiiu qud tdi chinh cda cdc ngdn hdng ndy. Do Id: Lien tudng thuffng hiiu; Chdt luong nhgn dUffc; Mdi quan hi vdi thucmg hieu; Long trung thdnh vdi thUffng hiiu; Nhdn thdc thUffng hieu.
la khoa: tdi sdn thuffng hieu, hiiu qud tdi chinh, ngdn hdng tgi TP. Ho Chi Minh Summary
Through a survey of 321 customers who are using the services of commercial banks in Ho Chi Minh City, by qualitative and quantitative methods, the study identifiies six factors affecting financial performance of these banks, including Brand associations; Perceived quality;
Relationship with the brand; Brand loyalty; Brand awareness.
Keywords: brand assets, financial performance, banks in Ho ChiMinh City
Gl6l THIEU
Tai san thtfdng hieu dtfdc xera la mdt trong nhu'ng cdng cu tjuan trong trong vi6c thu hut va tao diem nhan vdi cac khach hang trong mpi ITnh vtfc, nganh nghe. Trong ITnh vtfc ngan hang, tai san thtfdng hieu cd anh htfdng tich ctfc de'n hieu qua tai chinh.
Md'i quan he gitfa tai san thtfdng hieu va hieu qua tai chinh la chu de dtfdc cac nha nghien ctfu tap trung trong nhieu nam. Vide danh gia hieu qua lai chinh cua cac ngSn hang thtfdng raai tren dia ban TP. Hd Chi Minh ttf khia canh tai san thtfdng hieu se giiip cac ngan hang nam bat dtfdc ldi the cua minh de cd chinh sach thu hut khach hang hieu qua.
CO sd LY THUYET vA PHL/ONG PHAP NGHIEN CL/U
Cff sd ly thuye't
Keller (2003) da dinh nghia, tai san thifdng hieu la hieu tfng khac biet cua
kie'n thtfc thtfdng hieu dd'i vdi phan tfng cua ngtfdi tieu dung/khiich hang dd'i vdi hoat ddng tiep thi cua thtfdng hieu. Theo Capon (2013), tai san thtfdng hieu la phan tfng cua ngtfdi tieu dung/khach hang dd'i vdi thtfdng hieu danh cho cac hoat dpng dep thi canh tranh cua td chtfc. Do dd, tai san thtfdng hieu phan ldn dtfdc xem la ke't qua chie'n Itfdc cua viec xay dtfng thtfdng hieu, bao gdm cac ldi the'chie'n Itfdc so vdi cac dd'i thu canh tranh (Wang va Sengupta, 2016).
Aaker (1991) da do Itfdng tai san thtfdng hieu dtfa tren 5 khia canh: NhSn thtfc thtfdng hieu; Lien ttfdng thtfdng hieu; Chat Itfdng nhan dtfdc; Md'i lien he thtfdng hieu, Ldng trung thanh thtfdng hieu.
Felicio va cdng stf (2014) xac dinh hieu qua tai chinh la nhii'ng khoan ve ldi nhuan, giam rui ro dau ttf va vtfdt troi so vdi dd'i thu canh tranh. Hieu qua tai chinh la chia khda cho tat ca cac thtfdng hidu, vi cac to chtfc tim each td'i da hda gia tri cua cac thtfdng hieu ma hp quan ly de dam bao tinh ben vffng lau dai va chiera ITnh thi trtfdng.
Nghien ctfu cua Ogbonna va Harris (2000) cho tha'y, md'i lien he gitfa tai san thtfdng hieu va hieu qua tai chinh la mdt hien ttfdng da chieu va phtfc tap ddi hdi cac bien phap cu the de theo ddi. Cac hgc gia khac nhtf Aaker va Jacobson (2001) cho rSng, hieu 'Trirdng Dai hpc Kinh te Quoc dan
Ngdy nhgn bdi: 30/09/2019; Ngdy phan bien- 10/10/2019; Ngdy duyel ddng: 21/10/2019
Economy and Forecast Revie
51
HiNH: MO HJNH NGHIEN CCTU Dt XOAT
BANG 1: KET QGA EFA CAC BIEN EKDC LAP Gia tri KMO
Kiera dinh Bartlett's Gia iri Chi-Square df
SiE.
0.718 6.746.530 171 0.000 BANG 2: KET QUA XOAY NHAN TO
HI H4 H3 H2 T3 T^
T4 TTI CL3 CL4 CL-»
CLI NT3 NT4 NT2 NT!
LTl LT2 LT3
Tl 1 0.97-' 0.971 0.969 0.713
2
0.977 0.971 0.94C 0.696
t&nhphai 3
0.934 0.925 0.842 0.817 n
4
0.860 0.817 0.788 0.723
5
0,862 0.783 0.639 GiatririenE= i.''4S
Phirons sai trich 1 22.8951 40.537i 57.6991 70.460i 77.030
qua tai chinh cd the dtfdc do Itfdng ve ldi nhuan va ldi ttfc dau ttf.
Ttf cac can ctf tren. tac gia de xua't cac gia thuyel nhtf sau:
Gia thuye't HI: Nhan thtfc thtfdng hieu anh htfdng tich ctfc (+) de'n Hieu qua tai chinh.
Gid thuyet H2: Lien ttfdng thtfdng hieu anh htfdng tich ctfc (+) den Hieu qua tai chinh.
Gi^ thuyet H3: Chat Itfdng nhan dtfdc anh htfdng lich ctfc (+) de'n Hieu qua tai chinh.
Gi5 thuyet H4. Mo'i quan he vdi thtfdng hieu anh htfdng tich ctfc (+) de'n Hieu qua tai chinh.
Gia thuyet H5: Ldng trung thanh vdi thtfdng hieu anh htfdng tich ctfc (+) den Hieu qua tai chinh. _ _ .,
Dtfa vao cd sd ly thuydt neu tfen, tac gia xa\ dtfng md hinh nghien cvtu nhtf Hinh.
PhUffng phdp nghien cdu Tat ca cac bie'n so trong md hinh nshien ctfu theo thang do Likert 5 mtfc dd. nhan td Nhan ditfc thtfdng hieu (NT) bao gom 6 thang do: Lien ttfdng thtfdng hieu (LT) bao gdm 3 thang do: Chat Itfdng nhan dtfdc (CL) bao gdm 5 thang do; Md'i quan he vdi thtfdng hieu (QH) bao gdm 4 thang do: Ldng trung thanh vdi thtfdng hieu (TT) bao gdm 6 thang do. Ta't ca cac thang do cua cac nhan td ddc lap nay dtfdc ke thtfa ttf Sharma va cdng stf (2016) va KeUer(2O03) \a Hieu qua tai chinh (HQ) bao gdm 5 thang do ke thtfa ttf Felicio va cong stf (2014).
Vdi nghien ctfu nay. tac gia tien hanh khao sat thdng qua phieu dieu tra. Dd'i ttfdng la cac khach hang cd phat sinh giao dich vdi cac ngan hang thtfdng mai n-en dia ban TP. Ho Chi Minh. Tong so phieu khao sat la 350 phieu, trong dd thu ve so phie'u khao sat hdp le la 321 phieu. Thdi sian nghien ctfu ttf thing 05 de'n thang 08/2019.
KET QUA NGHIEN CL/U
Phan tich he sdtin cgy Cronbach' Alpha Ket qua kiem dinh do tin cay ciia thang do cac nhan td' cho tha'y. he sd' Cronbach's Alpha dat gia tri ldn iiha't 0.933 thudc ve nhan to Md'i quan he vdi thtfdng hieu.
he sd Cronbach's Alpha nho nha't 0.739 thudc ve nhan to'Lien ttfdng thtfdng hieu.
Tal ca cac he so Cronbach's Alpha ciia cac nhan td' deu ttfdng dd'i cao ttf 0,7 trd len. Va. ta't ca cac bie'n dtfa vao phan U'ch Cronbach's Alpha deu dat yeu cau.
ngoai trtf cac bien NT5. NT6 (ihudc nhan td Nhan thtfc thtfdng hieu): CL5 (thudc nhan to' Chat Itfdng nhan dtfdc): TT5, TT6 (thupc nhan td Long tnmg thanh vdi thtfdng hieu) va HQ4. HQ5 (diudc nhan to Hieu qua tai chinh) cd he sd' ttfdng quan bien tdng nho hdn 0,3 deu bi loai.
Do dd. tat ca cac bien con lai (22 bien.
trong dd cd 19 bie'n ddc lap va 3 bidn phu thudc) bao dam trong viec dtfa vao phan tich nhan to kham pha (EFA)
Phdn tich EFA
Vdi ket qua phan tich EF - _ j c bien phu thuoc. tac gia thu dtfdc h- <MQ
= 6.718. Sig. = 0,000 dieu ~^^„
52
dinh gia tri KMO dam bao tinh thich hdp cua viec phan tich nhan to' kham pha va mtfc do y nghia cua dff lieu dtfa vao thtfc hien phan tich nhan td'. Thd'ng ke Chi-Square cua kiem dinh Bartlett CO gii tri 6.746,530 vdi mtfc y nghia Sig. = 0,0'00< 0,05.
Phdn tich phiidng sai trich Ket qua cho thS'y, phtfdng sai trich dat gia tri 77,030%, gia tri nay kha cao, nhtf vay, 77,030% bien thien cua dff heu dtfdc giai thich bdi 5 nhSn td, cac thang do dtfdc nit ra va chap nhan. Diem dtfng khi Irich cac nhan td lai nhan td thtf 5 vdi gia tn deng eigenvalue = 1,248 Idn hdn 1 (dieu nay khStig dinh cac bien dtfa vao dtfdc sap xep Ihanh 5 nhom nhan to) (Bang 2).
Ket qua phep xoay nhan td' cho tha'y, cac he so deu thoa raan yeu cau (cac gia tn he sd tai nhan id ddu ldn hdn 0,5) va sap xep Iheo 5 nhom nhan to rieng biet.
Do la: Nhan thtfc thtfdng hieu; Lien ttfdng thifdng hieu; ChS't Itfdng nhan dtfdc; Md'i quan he vdi thtfdng hi6u; va Long trung thanh vdi thtfdng hieu,
Can ctf tren kel qua phan tich ttfdng quan cac nhan td' (Bang 3), cd the' tha'y, nhan to' phu thudc Hieu qua t^i chinh (HQ) cd md'i ttfdng quan dtfdng/ciing chieu vdi cac nhan id' ddc lap. Cu the, gia tri ttfdng quan Pearson ciia cac nhan td: NT; LT; CL; QH; TT vdi nhan td Hieu qua lai chinh lan Itfdt la 0,147;
0,581; 0,561; 0,273; 0,178. Va, cac he sdSig. Clia cac nhan to deu nhd hdn 5%
(ttfc nho hdn 0,05). Dieu nay dam bao mdi ttfdng quan giffa cac nhan to' cd y nghTa thd'ng ke de tac gia tien hanh chay md hinh hdi quy tuyen tinh.
Ket qua phan tich rao hinh hdi quy cho tha'y, cac nhan td anh htfdng tich c\ic den HiSu qua tai chinh, bao gom:
NT (Nhan thtfc thtfdng hieu), LT (Lien ttfdng thtfdng hieu), CL (Cha't Itfdng nhSn dtfdc), QH (Mdi quan he vdi thtfdng hieu), TT (Long trung ihanh vdi thtfdng hieu). TiJc cac bidn nay anh htfdng ciing chieu den HQ (Hieu qua tai chinh).
Vdi R- la 0,518, cho ihay, mtfc dp thich hdp Clia md hinh la 51,8%, hay ndi mdt each khac 51,8% stf bien thien ciia nhSn td Hieu qua lai chinh dtfdc giai thich bdi 5 nhan td: Nhan Ihtfc thtfdng hieu.
Lien ttfdng thtfdng hieu; Cha't Itfdng nh|n difdc; Mdi quan h6 vdi thtfdng hieu; Long trung Ihanh vdi thtfdng hieu. Sijf dung kiem dinh F irong phan tich phtfdng sai ANOVA cho tha'y, gid tn F la 67,669 vdi
BANG 3:
Hieu qua tai
chinh
Pearson Correlation Sie. 12-tailedl N
KET QUA PHAN TICH TCfClNG QUAN N h | n
thii'c thtfdng
higu 0.147"
0.008 321
Lign tifdng thtfdng higu 0.581"
0,000 321
0.561 0.000
321 Md'i quan
h$ vdi thifctng 0.273"
0.000 321
Long trung thanh vdi thu'dng higu
0.178"
321 Hi^u qua t&i
chinh 1 321
**. Correlation is sienificanE al Ihe 0.01 level (2-iailedV
*. Correlation is siEmficani at the 0 05 level (2-tailech.
BANG 4: KET QGA M O HINH HOI QGY
1 (Constant) Nhan ihilc thu'dng hieu Lien tifdng thifdng hieu Chat lifdng nhan diftic MOI quan he v6i thiTdno hi6u Long trung thanh vdl thu'dng hieu
H | sS* chrfa chu^n hda B -0.817
0,106 0,419 0,331 0,214 0,210
Std.
Error 0.365 0,050 0.049 0,040 0,042 0,045
Hf sd'da cbu^n hoa Beta
0,106 0,389 0,367 0,201 0,181
t
-2,239 2,140 8.565 8,279 5,095 4,615
Sig.
0.026 0,001 0.000 0,000 0,000 0,000
Da c$ng tuy£'n Tolerance
0.947 0.743 0.780 0,979 0,993
VIF
1,056 1,346 1.281 1,021 1,008 a. Dependent Variable- Hieu qua tai chfnh
mtfc y nghia Sig. la 0,000 nho hdn 0,05. Dieu dd cho tha'y, stf ke't hdp cua 5 nhan to ddc lap cd trong mo hinh cd the giai ihich dtfdc stf thay ddi cua Stf hai long.
Nhtf vay, phtfdng trinh hdi quy (theo he sd' chtfa chuan hda) the hidn md'i quan he gitfa cac nhan id' anh htfdng de'n HQ (Hieu qua tai chinh) la:
HQ = -0.817 + 0,106*NT + 0,419^LT + 0,331^CL + 0.2M*QH + 0,2W*TT + Ei
Can ctf tren he sd' hdi quy da chuan hda, mtfc dd anh htfdng cao nha't de'n HQ (Hieu qua tai chinh) do la nhSn td Lien ttfdng thtfdng hieu (LT cd Bela = 0,389, anh htfdng cung chieu). Tie'p den la nhan td' Chat Itfdng nhan dtfdc (CL cd Bela = 0,367, anh htfdng ciing chieu). Nhan id Md'i quan he vdi thtfdng hieu (QH co Bela = 0,201, anh htfdng ciing chieu. Nhan td Ldng trung thanh vdi thtfdng hieu (TT cd Beta = 0,181, anh htfdng cijng chieu). Va, nhan Id'NhSn thtfc thtfdng hieu (NT CO Bela = 0,106, anh htfdng ciing chieu) (Bang 4).
Cling vdl do, ket qua cho tha'y, he sd' VIF cua cac nhan to: Nhan ihtfc thtfdng hieu; Lien ttfdng thtfdng hieu; Cha'l Itfdng nhan dtfdc; Md'i quan he vdi thtfdng hieu; Long trung Ihanh vdi thtfdng hieu lan Itfdt la 1,056; 1,346; 1,281; 1,021; 1,008 deu nam trong mtfc cho phep (nhd hdn 10), cho thay md hinh khdng bi da cong tuye'n. Va, gta In d (Durbin Watson) = 1,744 nam trong viing chap nhan (gan bang 2), nghia la md hinh khdng cd ttf ttfdng quan chudi bSc nha't (Hoang Trgng va Chu Nguyen Mong Ngoc, 2008).
KET LUAN VA KIEN NGH!
Can ctf iren kel qua md hinh hdi quy, de gia tang Hieu qua tai chinh cac ngan hang thtfdng mai tren dia
Economy and Forecast Review
53
ban TP. Hd Chi Minh can ltfu y den cac nhan td theo thtf ttf tfu tien la: (1) Lien ttfdng thtfdng hieu; (2) Cha'l Itfdng nh$n dtfdc; (3) Mdi quan he vdi thtfdng hieu; (4) Long trung ihiinh vdi thtfdng hieu; va (5) Nhan thtfc lhtfdn| hieu. Thdng qua kel qua nghien ctfu theo tac gia de xac dinh anh htfdng cua tai san thtfdng hieu den hieu qua tai chinh lai cac ngan hang thtfdng mai d TP. Hd Chi Minh, theo chiing tdi can ihtfc hien cac giai phap sau:
Ddi vdi nhdn id Lien lUdng thuang hiiu: Xay dtfng mpt hinh anh ngan hang td't irong mat khach hang thong qua viec nang cao cha'l Itfdng dich vu, phuc vu dung quy trinh, tan lam vdi khach hang. Khdng nhtfng the, cac ngan hang con phai tich ctfc tham gia cac hoai ddng xa hdi, Ihien nguySn de tao an ttfdng tdt va ghi nhd trong tam thtfc ciaa khach hang.
Doi vdi nhdn td Chat lupng nhgn dugc: Cai tidn cac san pham de cung cap va phuc vii cho khach hang mdi each da dang nha't bang each cap nhat va doi mdi he thdng cdng n_ghe lidn tie'n nha't trong boat ddng nganh ngan hang. Ap dijng cac chinh sach phuc vu va thdng bao tin ttfc den khach hang qua he tho'ng tin nhan ttf ddng. Ciing vdi dd la nang cao trinh dp nhan life de cd the phuc vu khach hang mdt each td't nhat.
Ddi vdi nhdn id Mdi quan he vdi thUffng hieu: Tao stf lien ke't vdi cac ngan hang khac de dap tfng stf da dang hda cac nhu cau cua khach hang va dam bao diing
tien dp, nhanh va chinh xac. Ben canh do, cac ngSn hang can Ihiel phai cSp nhat ya nam bat tinh hinh hoat ddng cua cac ngan hang khac de cd the ttf minh ddi mdi va lao the'canh tranh so vdi ngan hang khac.
Ddi vdi nhdn id Long trung thdnh vdi thuang hieu; Tang ctfdng cdng tac phuc vu khach hang mdt each lot nha't nham dem lai mtfc dd tin cay, uy lin trong mat khach'hang. Thtfc hign cdng ldc quan ly san pham/dich vu, cac thu tuc hd sd tlieo lieu chuan quan ly chat Itfdiig ISO nham dem den tinh hieu qua va chat Itfdng trong viec quan ly cac san pham, dich vu cung nhtf thu tuc gia'y td lai cac ngan hang.
Ddi vdi nhdn td Nhgn thdc thuong hieu: Nghien ctfu va tim hieu cac san pham/dich vu hay va thtfc te', phu hdp vdi nhu cau cua khach hang nham da dang hda cac san pham/dich vu ma cac ngan hang dang cung cap. Thtfc hien viec da dang hda cac hinh thtfc quang cao, iruydn thdng. Ben canh do, cac ngan hang can phat thtfc hien cac chtfdng trinh quang cao ngoai trdi, nhtf dap xe quanh dia ban tren cac con dtfdng ldn, vdi khau hieu va logo cua ngan hang.Q
TAl IIF.TI THAM KHAO _ _ 1. Hoang Trong, Chu Nguydn Mong Ngpc (2008). Gido trinh Phdn tich di^ lieu nghien cdu vdi SPSS tap I & 2, Nxb Hong Dtfc, TP. Ho Chi Minh
2. Aaker, D. (1991). Managing Brand Equity: Capitalizing on the Value ofa Brand Name, Free Press, New York, NY
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6. Keller, K.L. (2003). Understanding brands, branding and brand equity. Interactive Marketing.
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