Anh hu'dng
cua cac yeu to marketing mix t6i sir hai long cua khach hang suf dung djch vu ngan hang ban le BIDV treii dia ban Ha Noi
• •
DAO H6NG H^NH*
Tom tat
Muc dich cda nghiin cffu nhdm kiim tra md'i quan hi giffa hogt dgng marketing mix 8Ps vd sU hdi long cua khdch hdng sff dung dich vu ngdn hdng bdn le. Qua khdo sdt 250 khdch hdng tgi cdc chl nhdnh cda Ngdn hdng Thuang mgl Co phdn Dau tu vd Phdt triin Viet Nam (BIDV) trin dia bdn HdNgi, kit qud nghiin cffu cho thdy, sff hdi long cda khdch hdng sff diing dich vu ngdn hdng bdn le chiu dnh hudng cda cdc yi'u to marketing mix 8Ps, bao gom: Sdn phdm; Gid cd; Mgng ludi phdn phd'i; Xuc tiin hdn hap; Con ngudl; Quy trinh; Co sd vgt chat; Ndng sudt vd chdt lugng.
Tii khoa: marketing mix, su hdi long, khdch hdng, BIDV
Summary
The study is to assess the relationship between 8Ps marketing mix and satisfaction of customer using retail banking services. After surveying 250 customers at Hanoi-based branches of Joint Stock Commercial Bank for Investment and Development of Vietnam (BIDV), the research indicates that the satisfaction of customer using retail banking services is impacted by elements ofSPs marketing mix which are Products; Price; Place; Promotion; People; Process; Physical evidence; Productivity and quality.
Keywords: marketing mix, loyalty, customers, BIDV
GIOI THIEU Trtfdc tinh hinh tren, de co the tdn tai va phat trien, thi viec gitf dtfdc khach hang hi6n tai va thu hut nhtfng Trong bd'i canh Viet Nam fliam gia khdch hang mdi la van de dac bi6t quan trpng do'i vdi ngay cang nhieu hiep dinh thtfdng mai ttf cdc ngan hang. Viec tao lap vi the'canh tranh cua ngan do da tao ra nhieu cd hpi cho nganh ngan hang chi thtfc hien dtfpe tdt khi co nhiJng chie'n Itfpc hang, thong qua viec md rpng va phat boat dong marketing mix nang dpng, dting htfdng.
trien thi trtfdng trong va ngoai ntfde, thuan Hoat dong marketing mix trd nen thie't yeu ddi vdi lpi trong viec tiep can ngudn vd'n, chuydn mpi loai hinh td chtfc, dong vai trd quan trpng trong giao cdng nghe, kinh nghiam ehuyen gia . viec dap iJng nhu cau va mong mud'n dtfdc thda man Ddng thdi, qud trinh do cung dat ra khong ve dich vu tai chfnh cung cap ciia khach hang, quyet it thach thtfc khi viec md cilfa hpi nhap keo dinh den stf thanh bai cua ngan hang bdng stf khac biet theo stf gia nhap vao thi trtfdng npi dia hda ve dich vu vdi cac dd'i thu canh tranh (Ltifi, 2015).
cua cac ngan hang ntfde ngoai vdi tiem Do dd, nghien ctfu nay dtfpe thtfc hien nham tra idi Itfe manh ve tai chinh, cong nghe va tnnh cac eau hoi: (i) Nhu'ng ye'u to' ca'u thanh cua boat dpng dp quan ly, tu" do lam gia tang them dp Itfe marketing mix trong dich vu ngdn hang? (ii) Md'i quan canh hanh gay gat gitfa khd'i ngan hang he gitfa nhtfng yeu tdnay dd'i vdi stfhaildng cua khaeh trong ntfde va cac ngan hang ntfde ngoai, hang ban le dtfdi gdc nMn cua khach hang sit dung dich cung nhtf gitfa cac ngan hang vdi nhau. vu BIDV? (iii) Mtfc do anh htfdng khac nhau cua cae 'ThS , Trtfdng Dai hpc Thtfdng mai I Email: daohanhdhtm@gmail com
Ngdy nhdn bdi; 15/01/2019; Ngdy phdn bien-15/02/2019; Ngdy duyet ddng. 19/02/2019
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yeu td nay tdi stf hai long cua khach hang siJ dung dich vu BIDV?
C6 SCf LY THUYET VA PHl/aNG PHAP NGHIEN CLTU
Ca sd ly thuyit
Marketing mix la mpt cdng cu kinh doanh dtfpe siJ dung trong marketing va bdi cac chuyen gia marketing.
Marketing imx thtfdng rat quan trpng khi quyet dinh mdt san pham hoae thtfPng hieu. Nam 1964, nha tiep thi McCarthy de xuit phdn loai marketing thanh 4 yeu td' (4Ps), tlf do da dtfdc su" dung bdi cac nha tiep thi tren toan the gidi. Mo hmh 4Ps cua McCarthy gdm cd:
San phim (Product), Gid ca (Price); Xuc tien hdn hdp (Promotion); Mang Itfdi phan pho'i (Place).
Den nam 1981, Booms va Bitner da bd sung 3 ye'u to mdi vao mo hinh 4P (thanh 7Ps). Dd la: Con ngtfdi (People); Quy trinh (Process); Cd sd vat chat (Physical evidence). Zeithaml, Bitner va Gremler (2006) da nha'n manh ye'u to' thtf 8 cua md hinh marketing mix, tap trung vao viec cung ca'p Nang sua^t va cha't Itfdng (Productivity va Quality) can thiet trong toan bp qua trinh tiep thi (mo hinh 8Ps).
Trong nghign ctfu nay, tdc gia siJ dung md hinh marketing mix 8Ps de xem xet anh htfdng cua cde yeu to' marketing dd'i vdi stf hai long ciia khach hang. Md hinh nghien cdn de xua't dtfdc the hien qua phtfdng trinh:
y = ft +
ftx, +M,
+/)/,
+/i/, +11 x^
+ PX+Trong do:
Y la bie'n phu thudc (Stf hai long cua khach hang);
pQ la he sd chan cua md hinh (gid tri cua Y khi tCt ca gid tri cua X la 0);
p^ de'n pj^ Ian Itfdt la hS sd'tfdc Itfdng cua bie'n doc lap;
XJ den Xg lan Itfdt la gid tri cua cac bie'n dde lap (X^ la San pham, X, la Gid ca, X^ la Mang Itfdi phan phd'i, X la Xlic tien hon hop, X^ la Con ngtfdi, X^^ la Quy trinh, X^ la Cd sd vdt chd't, X^ la Nang sud'l va chat Itfdng);
e la sai so'ciia rad hinh hdi quy.
Cdc gia thuyet kiem dinh dtfdc phat trien nhtf sau:
HI: San pham cd tac ddng tich ctfe tdi Stf hai long cua khach hang;
H2: Gia ca cd tde dpng tich ctfe tdi Stf hai long cua khaeh hang;
H3: Mang Itfdi phan phd'i cd tac dpng tich ctfe tdi Stf hai long cua khach hang;
H4. Xlic tien hdn hdp co tde ddng tich ctfe tdi Stf hai long eua khdeh hang;
H5: Con ngtfdi ed tae ddng tieh ctfe tdi Stf hai Idng cua khdch hang;
H6: Quy trinh co tac ddng tich etfc tdi Stf hai long cua khach hang;
H7: Cd sd vat chat co tac ddng tich ctfe tdi Stf hai long cua khach hang;
H8: Nang sua't va chat Itfdng co tdc ddng tich ctfe tdi Stf hai Idng eua khach hang.
Ben canh dd, gia thuyet HO dtf^c djt ra la cac bie'n nghien ctfu khdng cd mdi quan he vdi Stf hai long cua khach hang.
Phuang phdp nghien cffu Tac gia su" dung phtfdng phdp chon mau phi xac sua't theo kieu thuan tien.
Ngudn sd'lidu sd cap dtfdc thu thdp thong qua bang hdi tdi 250 khdch hang ngSu nhien da sil dung dich vu ngan hang ban le cua BIDV. Ke't qua khao sat dtfdc tie'n hanh vao thang 07 va 08/2018 tai thanh phd'Ha NOi. Sau khi thu ve va lam sach, edn lai 225 mau hdp le dd dtfa vao nghien ctfu ehinh thtfc.
Thang do Likert dtfdc su" dung de do Itfdng vdi quy tfdc: 1-Dap tfng ra't kem; 2-Ddp tfng kem; 3-Binh thtfdng;
4-Ddp u'ng td't; va 5-Dap u'ng ra't to't. Dff lieu dtfdc xu' ly bang phan mem thd'ng ke SPSS phien ban 20 va bang tinh Microsoft Excel de dtfa ra cdc ke't qua khao sdt va phdn tich cac ye'u td, mtfc dp anh htfdng eua ttfng ye'u to' de'n stf hai long cua khach hang vdi hoat ddng marketing mix cua BIDV.
KET QUA VA THAO LUAN Cdc dtf heu sau khi thu thap dtfdc xij ly va su" dung phin mem SPSS cho ket qua d Bang 1. Theo dd, gia tri ttfdng quan giiJa cac ye'u td trong marketing mix 8Ps ddu ldn hdn 0,5, nhtf vdy cac yeu td' nay deu cd anh htfdng manh me tdi stf hai ldng cua khdch hang
Qua tinh toan cua tac gia, gia tri R^
hieu chinh cua md hinh la 0,747, cd nghia la cdc bien s6'trong rad hinh da giai thich dtfdc 74,7% mtfc dp hai Idng cua khdch hang. Cd the ndi, cac bieii dtfde dtfa vao mo hinh dat ke't qua gidi thich khd td't.
Dd kiem dinh dp phii hdp cua mo hinh hdi quy tuye'n tinh da bdi, tdc gia diang gia tri F d phan tich ANOVA.
Theo^ket qua Bang 2, gid tri Sig. cua F rat nhd (nhd hdn mtfc y nghia), do dd gia thuye't HO dat ra deu bi loai bd. Nhtf vay, cdc gia thuydt HI, H2, H3, H4, H5, H6, H7, H8 trong md hlnb nghien ctfu dtfpe chap nhan. Md hinh phu hdp vdi t | p dtf ii^eu va cd thd suy rdng ra cho toan tdng the.
Ket qua phan tich hdi quy d Bang 3 cho tha'y, cac bien trong thang do cd he sd B deu dtfdng d dp tin cay la 95%, ngn td't ca cac ye'u to trong md hinh hoi quy deu anh htfdng cung chidu de'n Stf hai long cua khach hang. Trong dd, ye'u td anh liifdng
36
BANG 1: HE SO TCfCiMG QUAN CORRELATIONS
s''=
9.
. I s
Xuc lien hon hop Con ngiffti Quy Irinh
^ a o
„<g
Su hai long cuu khach hiing
'earson Correlation Sig,(2-tailed) Pearson Correlation Sig, (2-tailed) Pearson Correlation Sig, (2-tailed) Pearson Correla lion Sig, (2-tailed) Pearson Correlation Sig, (2-iailed) Pearson Correlation Sig, (2-tailed) Pearson Correlation Sig, (2-tailed) Pearson Correlation Sig, (2-tailed) Pearson Correlation Sig, (2-lailed)
San pti^m
I ,422**
,000 ,592**
,000 .509**
,000 ,526**
,000 ,649**
,000 ,557**
,000 ,616**
,000 ,734**
,000 G i a c a ,422**
,000 1 ,350**
,000 ,441*^
,000 ,495**
,000 ,358**
,000 ,542*^
,000 ,475**
,000 ,601**
,000 M a n g ividi phan phoi 592*.
,000 ,350**
,000 1
,450**
,000 ,422**
,000 ,567**
,000 ,459^*
,000 ,525**
,000 ,640**
.000 Xuc ti^n h6n lufp .509*"
,000 44 J**
,000 ,450**
,000 1
,624**
,000 ,476**
,000 ,565**
,000 ,624**
,000 ,733**
,000 Con ngtfdi ,526"*
,000 ,495**
,000 ,422**
,000 ,624**
,000 1
,400**
,000 ,519**
,000 ,632**
,000 ,697**
,000 Quy trinh ,649**
,000 ,358**
,000 ,567**
,000 ,476**
,000 ,400*'^
,000 1 ,442**
,000 ,533**
,000 ,640**
,000 CtfsS
vat chat
,557*'=
,000 ,542**
,000 ,459**
,000 ,565**
,000 ,519**
,000 ,442**
,000 1
,585**
.000 .697**
,000 NSng suS't va
chd't Itftfng ,616**
,000 ,475**
,000 ,525**
,000 ,624* "^
,000 ,632**
,000 .533**
,000 ,585**
,000 1
,817*="
,000
SI/ hai long cua khach hang
,734**
,000 ,601**
.000 ,640**
,000 ,733**
,000 ,697**
,000 ,640**
,000 ,697**
.000 ,817**
.000 1
** CorrelaUon IS significant at the 0,01 level (2-tailed).
manh nhat den Stf hai long cua khach hang la Chidn Itfdc xiic tien hon hdp ((3
= 0,243). Tiep den la Nang sua't va chCt Itfdng (0,213); Quy trinh cung u'ng dich vu (0,185); San pham dieh vu ngan hang ((),I76); Mdi trtfdng vat chat (0,135); Con ngtfdi (0,129); Gia ea (0,116) va Mang Itfdi phan phdi (0,100). Ket qui trending cho biet, khi tang gia tri eua bat ky yeu to' nao trong 8 yeu td'nay, deu lam tang mtfc dd hai idng cua doanh nghiep.
Kiem dinh hien ttfdng da cdng tuydn, h6 so' phdng dai phtfdng sal (VIF) cd gia tri tha'p nha't la ! ,240 va cao nha't la 1,935 dat yeu cau (VIF < 10). Co the ket luan, mo iiinh hoi quy tuydn tinh bpi khdng cd hien ttfdng da epng tuyen.
KET LUAN VA DE XUAT Ket qua nghien ctfu da xac dinh dtfde 8 ye'u td'marketing mix ed anh htfdng tdi Stf hai Idng cua khach hang sijf dung dich vu ngan hang ban le BIDV. Dd la: San pham; Gii ca; Mang Itfdi phan phd'i; Xuc tidn hdn hdp; Con ngtfdi; Quy trinh; Cd sd vSt chat va Nang suat va cha't Itfdng. Md hinh nghien cu\i de xua't giai thich dtfdc
BANG 2: KIEM DINH ANOVA*
Model 1
Regression Residual Total
Sum of Squares 61,794 20,931 82,726
df 8 217 225
Mean Square 7,724
,096 F 80,080
Sig. ,000b
a. Dependent Variable: Si/ hai long cua khach hang
b Predictors: (Constant) San ph^ra, Giii ca, Mang lifdi phan phoi, Xiic lien hSn hdp.
Con ngu'di, Quy trinh, Crf sci vat cha't va Nang suat va chat lu'cfng BANG 3: COEFFICIENTS^
Model
1 San pham Gia ca Mana iu'c'fi oiian ph6i Con ngu'di Ca sS vai cha't Nana suat va chat lu'dng
Unstandardized Coefiicients B ,176 .116 ,100 ,243 ,129 ,185 .135 ,213
Std. Error ,046 ,031 ,041 ,042 ,040 ,038 ,034 ,042
Standardized Coeificients
Beta ,182 ,144 ,109 .238 .139 .205 .167 .212
t 3,834 3,781 2,456 5,815 3,184 4,849 4,022 5,136
Sig.
,000 .000 ,015 ,000 ,002 ,000 .000 ,000
Coliinearity Statistics Tolerance
.517 .807 ,591 ,695 ,614 .654 .680 ,683
VIF 1,935 1.240 1.691 1,438 1,629 1,530 1,470 1.465 a. Depends It Variable, Sif hai long cila khach hang
Mguon- Truy x 74,7% mtfc dp hai Idng cua khach hang. De nang cao nang Itfc canh tranh, duy tn khach hang hien tai va thu hut khach hang mdi trong ttfdng lai, dam bao hieu qua kinh doanh, thdi gian tdi Ngan hang can chii trpng tdi viec hoan thien hdn cae yeu td'nay, cu the:
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Vi chiin luac xuc tie'n hon hgp: Tie'p tuc trien khai nhtfng chtfdng trinh quang ba, tie'p thi giup hinh anh ngan hang dtfdc nhieu khach hang bie't d6'n. Day manh hdn niJa nhtfng kenh ti6'p thi hien dai ben canh viec duy tri cdc kdnh tiep thi truyen thd'ng.
Vi ndng sudt vd chdt lugng: BIDV can cap nhat cde nguon Itfc cdng nghe, cai tie'n thie't hi ky thuat so vdi dd'i thu canh tranh, n^ng cao nang Itfe quan tri, chuan hda phtfdng thii'c boat dpng, chii trpng vao hoat dpng doi mdi sang tao de mang lai gia tri hieu qua va chat Itfdng cho khach hang, dam bao dtfdc stf hai ldng eua khach hang.
Ve quy trtnh cung ting dich vu: Ddn gian hda va chuan hda quy trinh giao dich nham nang cao chat Itfdng san pham dich vu cung ea'p cho khach hang.
Ve chii'n lugc sdn phdm: Nam bat cac cd hdi phat sinh d nhflng thi trtfdng dang phdt txiin hoac mdi, thdng qua viec quan tam de'n cac nhu cau mdi ehtfa dtfdc dap ihig ciia khach hang, cai tie'n cac san pham dich vu hien cd hay md rpng danh muc cac san ph^'m dich vu nham dap tfng nhu cau khach hang td't hdn so vdi cac ngan hang dd'i thu khac.
vi ca sd vdt chat: BIDV da ed stf dau ttf, quan tSm de'n ed sd vat chat, ky thuat, ha tang edng nghe, nhtf:
each trang tri hien dai chuyen nghiep phdng giao dich, trang phuc, logo, website giao dich... cho cac di^m giao dich, chi nhanh eua Ngan hang. Tuy nhien, do khdng cd stf dong deu ve quy md khdng gian giao dich, cung nhtf stf md rdng qua nhanh trong hS thd'ng, nen BIDV c^n chii trong eung cd' nhffng ye'u td' vat chat de khaeh hang d l dang nhan dien dtfpe thtfdng hieu.
Ve chii'n lugc con ngUdl: Tao --lieu kien cho nhSn vidn dtfdc dao tao de niing eao kie'n thtfc, tang ctfdng kha nang cap nhSt va phat trien nang Itfe ban than, xSy dtfng ddi ngu lao ddng dtfdc dao tao td't va nhi6t tinh trong cdng vific, ludn dap flng dtfdc nhffng ddi hdi ttf thi trtfdng nham mang lai stf hai long cao cho khach hang. Ben canh dd, nang cao nhan thtfc cua nhSn vidn qua nhffng chtfdng trinh dao tao nham hoan thien hdn nang itfc giao tie'p vdi khach hang, nang cao hinh anh cua Ngan hang.
vi ehiin lugc gtd: Xem xet chi&'n Itfdc dinh gia phii hdp vdi thi trtfdng, ap dung cdng nghe de giam chi phi va tan dung cac ed hpi phat sinh tff ehien Itfdc khac biSt gia nham tao ra dtfdc ldi thd'eanh tranh ve gia san phim dich vu cho Ngan hang.
vi mgng ludl phdn phdl: Htfdng tdi viec md rdng mang Itfdi diem giao dich va ATM rpng khap giup cho khach hang dd dang tid'p can, phuc vu td't hdn nhu cau khach hang. Trong nhffng nam tdi, BIDV nen tie'p tuc hoan thidn va su" dung eac kenh phan phd'i hien dai cho cac san pham dich vu ben canh nhffng kenh ph§n phd'i truyen thd'ng de gia tang hieu qua boat ddng eua kenh, phu hdp vdi nhu ciu mdi cua khach hang trong thdi dai Cach mang Cdng nghiep 4.0,0
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