TAP CHi KHOA HQC DAI HQC VAN LANG Nguyen Nggc C h a n h va tgk
Sir HAI LONG CUA KHACH HANG DOI VCH CHAT LlTO^NG DICH v y TAI CAC CONG TY CHlTNG KHOAN
d THANH PHO HO CHI MINH
THE CUSTOMER SATISFACTION TOWARDS SERVICE QUALITY OF SECURITIES COMPANIES IN HO CHI MINH CITY
NGUY£N NGQC CHANH^'^ vd TO NGUYEN MAI PHI^"^
TOM TA T: Muc tieu chinh ciia ngkiin ciru nhdm gdp pkdn hinh thank mpt nhdn thuc dung ddn vi tdm quan trpng ciia chdt lugng dick vu tgi cdc cong ty ekimg khodn d Thdnh pho Hd Chi Minh, dong thdi ngkien cuu vd xdy dung mpt mo kink phii hgp nhdm ndng cao chdt lugng dich vu ddnh cko cdc nhd ddu tu cd nhdn vdi muc tieu gia tdng su hdi long cua khdch hdng vd uy tin cua cdc cdng ty chung khodn. Sd lieu ngkiin cuu dugc tku thap tic cdc nhd ddu tu cd nhdn dang sir dung dick vu tgi cdc cdng ty chimg khodn d Thank phd Hd Cki Mink. Cdc phuang phdp kiem dinh Cronbach Alpka, phdn tich nhdn td kkdm pkd (EFA), mo kink hdi qui tuyin tink da bien dugc sic dung trong nghien cuu. Kit qud nghien cuu da xdc dink cdc nkdn td dnh kudng den muc dp hdi long ciia khdch hdng ddi vdi chdt lugng dich vu tgi cdc eong ty chung khodn Id gid cd, pkong cdch doanh nghi$p, kinh dnk vd thuang hieu doanh nghiep vd phuang tien hiru kinh. Trong do, nhdn to gid cd ed dnk hudng mgnh nhdt din muc dp hdi long cua kkdck hdng.
Tir khoa: chung khodn, nhd ddu tu cd nhdn, khdch hang, su hdi long, chdt lugng dfek vu.
ABSTRACT: Tke main aim of this study was to raising a proper awareness of the importance of service quality in tke securities companies in Ho Cki Mink City, as well as researching and building a suitable model optimization to improve the quality of services for individual investors with the aim of increasing customer satisfaction and prestige of tke Securities Companies. Research data collected from individual investors who is using tke service at tke securities companies in Ho Cki Minh City. The Cronbach Alpka testing methods, exploring factor analysis (EFA), multivariate linear regression models were used in study. The research results have indicated tkat price, corporate style, image, brand and tangible media are tke controlling factors of customer satisfaction in securities companies.
In particular, the price is tke most crucial factor on customer satisfaction.
Key words: stock, individual investors, customer, satisfaction, service quality.
'*• ThS. Trucmg D^i hpc Van Lang, Email: [email protected] '"* CN. Cong ty Chimg khoan HSC, EmaU: [email protected]
TAP CHI KHOA HOC DAI HOC VAN LANG So 01/2017 1. DAT VAN DE
Vdi sy ra ddi va di vao hoat dgng cua ban 100 cdng ty chiing khoan da mang lai cho thi trudng nhimg bude phat trien dang ke, dap irng ngay cang cao nhu cdu ciia thj trudng nhung lgi tao ra mdt ap lyc canh tranh rat Idn gitra cdc cdng ty chiing khoan.
Mat khac khi Viet Nam da trd thanh thanh vien ehinh thiic ciia Td chirc Thucmg mgi the gidi (WTO) da md ra nhieu ca hgi ciing nhu thach thirc to Idn ve canh tranh va hdi nhap ddi vdi cdc doanh nghiep Viet Nam ndi chung vd cac cdng ty chiing khoan ndi rieng. La nhirng the nhan tham gia mua/ban cac loai chiing khoan niem yet hoac chua niem yet tren thj trudng chiing khoan Viet Nam, nha dau tu ca nhdn Id khach hang, la ngudi tieu diing djch vu cua cdng ty chiing khoan de tao ra doanh thu va Igi nhuan cho boat ddng ldi ciia cdng ty chimg khodn.
Chinh vi vdy, cac cdng ty chirng khoan nlu mudn tdn tai va phat trien trong mdi trudng hdi nhap, canh tranh ngdy cang gay gal nhu hien nay thi phai tim each thu hiit khach hang mdi den md tai khoan va sir dung dich vu ciia minh, ddng thdi phai tim each cham sdc, duy tri va giir chan khach hang hien cd. Ndi mdt cdch khac, cdng ty chirng khoan can phai hieu ro khach hang cua minh la ai, hg nghT gi, hg can gi, hg cam thay nhu the nao, phai lam gi d l bg cam thay hai long nhdt.
Tir dd nghien ciiu "Sy hai long ciia nha dau tu ea nhan ddi vdi chdt lugng dich vu tai cac cdng ty chii-ng khoan" dugc tdc gia thye hien nhdm giup cdng ty chimg khoan
tbay dugc cac y l u td anh hudng den sy hai long cho khach hang d l cd nhung de xudt, giai phdp thich hgp nham duy tri va gia tdng lugng khach hang cung nhu gia tdng lgi nhuan cho cdng ty.
2. CO SO' LY THUYET VA MO HINH NGHIEN c u t !
Theo Hansemark va Albinsson cho rang sy hai Idng cua khach hang la mdt thai do tdng the ciia khach hdng vdi mgt nha cung cdp dich vu, hoac mdt cam xiic phdn ling vdi sy khdc biet giu'a nhung gi khach hdng du dodn trudc va nhtrng gi hg tiep nhan, ddi vdi sy dap irng mgt sd nhu cau, muc tieu bay mong mudn.
Cdn Zeithalm va Bitner thi cho rdng su hai Idng cua khdch hang bj tac ddng bdi nhieu yeu td nhu: chat lugng san phdm, chat lugng djch vu, gia ca, y l u td tinh hudng, yeu td ca nhdn. Theo Parasuraman, Zeitbaml, Berry [3, tr. 420 - 450], cd 5 nhan td dnh budng den sy hai long ciia khach hdng ddi vdi dicb vu: (1) Do tin cay (Reliability), (2) Mire do ddp img (Responsivaness), (3) Sy dam bao (Assurance), (4) Sy cam thdng (Empathy) va (5) Phuang lien htru hinb (Tangible).
Thdng qua luge khao tai lieu, dong tbdi tac gia sir dung phuong phap thao luan nhdm (nghien cim djnh tinh) vdi 10 khach hang dang sir dung dich vu tai cac cdng ty cbiing khoan de thao luan va xac djnh 34 tieu chi dugc xem la cd kha ndng anh budng den mire do bdi long ciia khach hang ( B d n g l ) .
TAP CHi KHOA HQC BAI HQC VAN LANG Nguyen Ngqc Chanh va tgk Bang 1. Cac thang do dugc su dung de danh gia chat lugng djch vu TT
1 2 3 4
5 6 7
8 9 10 11 12 13 14 15 16
17 18 19 20 21 22
MH DIEN GIAI
DOTINC^iY TCI
TC2 TC3 TC4
Cong ty chung khoan thuc hien djch vy dung ngay tii Ian dau Cong ty chumg khoan cung cap dich vu diing nhu thdi gian hp dS hua Cong ty chiing khoan lira y d6 khong xay ra mSt sai sot nao
Khi ban gap trd ngai, cong ty chirng khoan chung to moi quan tam thuc su mudn giai quyet trd ngai dd...
GIACA GCl
GC2 GC3
Chi phi giao dich thap Lai suat ling trudc tien han thap Lai suat vay giao dich ky quy thap
SV DAP iTNG DUl
DU2 DU3 DU4 DU5 DU6 DU7 DU8 DU9
Danh muc co phieu giao dich ky quj* da dang Ty le giao dich icy quy/tai san dam hao cao Linh hoat trong xii ly giao dich ky quy Cap nhat thudng xuyen dich vu mdi
Nhieu djch vu gia tang (T2, ling trudc, margin,...) He thdng ban tin bao cao phan tich lien tue cap nhat He thdng giao dich online thuan tien
Thii tue md tai khoan nhanh chong Dat lenh qua dien thoai nhanh chdng thuan tien
SU" BAO DAM BDI
BD2 BD3 BD4 BD5
Nhan vien cd thai do than thien, lich su Nhan vien cd kien thiic va nang luc tot.
Hieu qua tu van dau tu ciia nhan vien cao Nhan vien thau hieu nhu cSu cua khach hang
Ban cam thay an toan khi giao dich vdi cdng ty chiing khoan HINH ANH VA THITONG HIEU HAI 1 Danh tieng, thuong hieu tot
TAP CHi KHOA HQC BAI HQC VAN LANG S6 01/2017 23
24
25 26 27 28 29 30
31
32 33
34 HA2 HA3
Tinh hinh tai chinh vOng mpih N6i tiing la noi tap trung nhiSu ddi lai
PHirONG TIf N Htru HiNH HHl
HH2 HH3 HH4 HHS HH6
HH7
ThiSt kk bS ngo^i dn tugfng, bat mat Trang tri ben trong khoa hgc, d?p mSt Ch§ ngdi r$ng rai, khdng chen chiic, dn ao
Cd mdy tinh v^ cac thiet bj khac de phyc vy khach hang Cong ty chiing khodn cd nhieu dja diem giao djch
Cdng ty chiing khodn cd chd AB xe thudn ti€n, thodi mdi vd bdo dam an toan
Cdng ty chiing khoan d gan trung tam, thuan tien cho viSc di lai cua khdch hang
s y CAM THONG CTl
CT2 CT3
Nhdn vien cdng ty chiing khodn ludn thau hidu khdch hang, chii y dae bif t dSn nhihig lo Idng cua ban khi giao dich tai cdng ty
Cdng ty chung khodn cd nhieu chi nhanh de viec giao djch ciia b^n dugc thudn tien hon
Nhdn vien cdng ty chirng khodn ludn ddi xii an cdn vdi khdch hang
Hinh 1. Md hinh nghien cim tdc gid dS xudt 108
TAP CHI KHOA HQC BAI HOC VAN LANG Nguyen Ngoc Chanh va tgk Viec dinh lugng cac nhdn td anh
hudng den mire do hai long ciia khach hang gdm 3 bude: (1) Bude I: Sir dung he sd tin cay Cronbach's Alpha de kiem djnh muc do chat che va su tuang quan gitra cac bien quan sat trong md hinh nghien ciiu. (2) Bude 2: Sir dung phdn tich nhdn td kham pha (EFA) de kiem dinh cac nhdn td dnh hudng va nhan dien cac nhan td dugc cho la phCi hgp vdi miic do hai long. (3) Bude 3: Su dung md hinb hdi qui tuyen tinh da bien de pban tich anh hudng ciia cac bien doc lap den sy hai long cua nha dau tu ca nhdn ddi vdi dich vu ciia cdc cdng ty chimg khoan tai Thanh phd Hd Chi Minh. Ddng thdi cho biet miic do tdc ddng cua timg bien nghien ciiu.
Sd lieu cua nghien ciiu dugc tbu thap bang each giii bang khao sat den cdc nhd dau tu ca nhan dang giao djch tai cac san chiing khodn d Thanh phd Hd Chi Minh va giri bdng khao sat qua mang internet. Hien nay, theo nhieu nhd nghien ciru, van de kich thudc mau la bao nhieu, nhu the nao Id dii Idn van chua dugc xac dinh ro rang.
Han nira, kich thudc mau cdn tiiy thudc vao cac phuang phap udc lugng sir dung trong nghien ciiu cu the. Theo mdt sd nghien cim, tinh dai dien cua sd lugng mdu dugc lya chgn khdo sat se thich hgp neu kich thudc mau la 5 mau cho mdt udc lugng. Md hinh khdo sat tac gia de xudt cd 34 bien quan sat. Do do, sd lugng mau can
thiet la tir 34 X 5 = 170 mau trd len. Thuc te cudc khao sat dugc tien hanh vdi 190 bdng cdu hdi, trong do cd 180 bang cau hdi hgp Id. Nhu vay vdi nhung yeu cau dat ra ddi vdi CO mau thi sd quan sat 180 bang cdu hdi thu thap dugc dam bao thuc hien tdt md hinh nghien cuu.
3. KET QUA NGHIEN CUU VA THAO LUAN
De kiem dinh md hinh nghien ciiu va xdc djnh cac nhan td anh hudng den mire do hai long cua nha ddu tu ca nhan ddi vdi viec sii dung djch vu tai cdc cdng ty chiing khoan, tac gia sii dung phdn mem SPSS 20.0 de hd trg phan tich, ket qua thye hien md hinh nghien ciru nhu sau:
Bude 1: Kiem dinh dp tin edy thang do bdng Cronbach's alpha
Cronbach's alpha la cdng cu giiip loai di nhimg bien quan sat, nhung thang do khdng dat yeu cdu. Cac bien quan sat cd he sd tuong quan bien tdng (Item - total correlation) nhd ban 0.3 se bi loai va tieu chudn chgn thang do khi he sd Cronbach alpha la tir 0,6 trd len [2]. Hoang Trgng va Chu Nguyen Mdng Nggc [1] cho rang nhieu nha nghien ciiu ddng y Cronbach's alpha tir 0.80 - 1 la mdt thang do ludng tdt, tir 0.70 den 0.80 la sir dung dugc. Ket qua cho thay tat ca cac bien deu phii hgp va dugc sir dung trong pbdn ticb nhdn td tiep theo (Bang 2).
TAP CHl KHOA HQC DAI HOC VAN LANG
Bang 2. Bang tdm tat phan tich Cronbach's Alpha Thanh phan
Chat lugng dicb vu
Sy tin cay Sy dap img Sy bao dam Phuang tien hiru binh Su cam thdng^
Gia ca cam nhan
Hinh anh va thuong hieu doanh nghiep
Sy hai long chung
So bien quan sat
4 9 5 7 3 3 3 3
B o tin cay (Cronbach'alpha)
0,794 0,896 0,812 0,823 0,810 0,884 0,770 0,864
Danh gia
Dat yeu cdu
Nguon. Kit qud phdn tich SPSS
Bude 2: Phdn tich nhdn td kkdm phd (EFA)
Bang 3. Bang ket qua phan tich EFA cac bien chdt lugng dich vu
Cac yeu td
- Cdng ty chiing khoan cd nhieu dia diem giao djch
- Cdng ty chiing khoan cd chd de xe thuan tien, thoai mai va bao dam an toan.
- Cdng ty chirng khoan d gan trung tdm, thuan tien cho viec di lai ciia khach bang.
- Danh tieng, thuang bieu tdt - Tinh hinh tai chinh vimg manh - Ndi tieng la nai tap trung nhiSu ddi lai.
Thanh pban Dap
ling nhu cau nha dau tu
Phong each doanh nghiep
Uy tin nhan vien
S y t i n cay
Phuong tien hii:u
hinh
,780 ,724 ,647
Hinh anh va thuang hieu doanh nghiep
,813 ,809 ,621
TAP CHI KHOA HOC DAI HQC VAN LANG Nguyen Ngoc Chanh va tgk - Nhan vien cdng ty chiing khoan
ludn thdu hieu khach bang, cbii y dae biet ddn nhihig lo lang cua ban khi giao djch tai cdng ty.
Trang tri ben trong khoa hgc, dep mdt
Nhi8u djch vy gia tang (T2, iing trudc, margin,...)
Cdng ty chimg khoan cd nhieu chi nhanh de vide giao djch cua ban dugc thuan tien ban.
- Danh muc cd phieu giao dich ky quy da dang
Chd ngdi rgng rai, khdng chen chuc, dn ao
- Cap nhat thudng xuyen djch vu mdi - Ban cam thdy an todn khi giao dich vdi cdng ty chimg Idioan - He thdng giao djch online thuan tien
- Khi ban gap trd ngai, cdng ty chiing khodn chiing td mdi quan tam thye sy mudn giai quyet trd ngai dd...
- Thii tue md tai khoan nhanh chdng - Dat lenh qua dien thoai nhanh chong thuan tien
- Nhan vien cd kien thiic va nang lyc tdt.
- Hieu qua tu van dau tu ciia nhdn vien cao
- Nhdn vien thau hieu nhu cau cua khach hang.
- Cdng ty chiing khoan thye hien dich vu dung ngay tir lan ddu - Cdng ty chiing khodn cung cdp dich vu dung nhu thdi gian bg da hiia - Cdng ty chiing khoan luu y de khdng xay ra mgt sai sot nao.
,736 ,724 ,645 ,642 ,605 ,583
,681 ,656
,632 ,584
,840 ,746 ,599
,850 ,833 ,709
Ngiion: kit qud phdn lich SPSS
Kbi pbdn ticb nhdn td kham phd, cac nhd nghien ciru thudng quan tam den he sd KMO > 0,5, miic y ngbia ciia kigm djnh Bartiett < 0,05, he sd tai nhdn td (Factor loading) > 0,5. Neu bien quan sat nao cd he
sd tai nhan td < 0,5 thi phan tich nhan td cd kha nang khdng thich hgp [1].
Khi phan tich EFA sir dung phuang phap tricb Principal Component Analysis
TAP CHi KHOA HQC DAI HQC VAN LANG So 01 / 2017 vdi phep xoay Varimax va diem dimg khi
cac yeutd cd eigenvalue Ion ban 1.
Ket qud cho thdy he sd KMO = 0.826, kidm djnh Barlett cd mure y nghTa la 0.00 thd hien cac bidn quan sat cd tuang quan vdi nhau xet tren pham vi tdng the. Do do, phdn tich nhan td phii hgp. Ta thdy 27 bien quan sat dugc nhdm thanh 7 nhdm vdi phuang sai trich la 71.84% (>50%),
tire la 71,84% bidn thien cua du" lieu dugc gidi thich bdi 7 nhan td. Kdt qua dugc nhdm lai thanh 7 nhan td (ddp img nhu cdu nha ddu tu, phong cdch doanh nghiep, uy tin nhdn vien, su tin cay, phuong tien hiru binh, gid ca vd hinb dnh va thuang hieu doanh nghiep). Va dudi day la md binh nghien ciiu hieu chinh:
D a p LFng n h u c a u n h a d S u tLf
Hinh 2. Md hinh nghien cuu bieu ehinh Ngudn kel qud phdn lich SPSS
Bude 3 : Phan tich bdi quy tuyen tinb Tien hanh pbdn ticb bdi quy bdi de kiem tra quan be nhdn qua, sy tac dgng cua 7 bien dgc lap (diem sd nhan td ciia cac bien su tin cay, dap iing nhu cdu nha ddu tu, phong each doanh nghiep, uy tin nhan vien, phuang tien hu-u hinh, gia ca, hinh anh va thuang hieu doanh nghiep) den bien
phu thudc (diem sd nhan id ciia sy hai long). Ket qua the bien d Bang 4.
Ket qua phan ticb hdi quy cho thay R
^ 0,425. Kidm djnh F cho thay gia tri Sig = 0,000. Kiem tra bien tugng tuong quan bang he sd Durbin Watson cho thdy (1<1,360<3) nhu vay md hinh hdi quy phii hgp vdi dii lieu thu thdp dugc. He sd xac J
TAP CHI KHOA HQC BAI HQC VAN LANG Nguyen Ngoc Chanh va tgk djnh R^ hieu chmh cho thay do tuang thich
ciia md hinh la 42,5% hay cac bien dgc lap gidi thich dugc 42,5% phuang sai ciia bien phu thudc [1].
Theo nhu ta thdy d bdng ket qua thi he sd phong dai phuang sai cua cac bien trong md hinh sd 4 VIF <5 nen md hinh khdng xdy ra hien tugng da cdng tuyen giiia bien Bang 4. Ket qud
phu thudc va bien dgc lap vd cd 4 bien dgc lap anh hudng den su hai long ciia nha ddu tu ca nhan ddi vdi chat lugng djch vu tai cac cdng ty chimg khoan d Thanh phd Hd Chi Minh dd la phong each doanh nghiep, gia cd, phuang tien hiru binh va hinb anh va thuang hieu doanh nghiep.
phdn tich hdi quy
Mo hinh 4
(Hang sd) PC GC HA HH
He so chua chuan hda
B -,995
,401 ,409 ,290 ,195
Sai so chuan ,411 ,080 ,069 ,091 ,084
He so da chuan hoa
He so Beta
,331 ,339 ,205 ,142
t
-2,420 5,041 5,916 3,176 2,321
Sig.
,017 ,000 ,000 ,002 ,021
Thong ke cong tuyen D9 chap nhan
,745 ,978 ,774 ,863
He so VIF
1,342 1,022 1,292 1,158
Nguon: kit qud phdn tich SPSS
Nhu vay, md hinb hdi quy can tim cd dang nhu sau:
Y= 0,409X1 + 0,401X2 + 0,290X3 + 0,195X4 - 0,995 + el
Trong do:
Y: su hai long ve chat lugng dich vu cua nha dau tu ca nhan tai cac cdng ty chiing khodn d Thanh phd Hd Chi Minh.
XI: gid ca
X2: phong each doanh nghiep X3: hinh anh va thuang hieu doanh nghiep.
X4: \ e phuang tien huru binh.
Cac he sd hdi quy deu mang ddu ducmg the hien cac nhdn td trong md hinh hdi quy deu cd tac ddng ty le thuan den sy hai Idng cua nha dau tu. Vi tat ca cac bien deu dugc do bang thang do Likert tire la cimg mdt dan vi do nen ta cd the so sdnh miic do quan trgng ciia timg yeu td den sy tbda man khdch hang.
4. KET LUAN VA GIAI PHAP Ket qua pbdn lich cho thay cd 4 bien tdc ddng den sy hdi long chung ciia nha ddu Lu ca nhdn bao gdm: phong each doanh nghiep, gia ca, phuong tien hiiu hinh, hinh dnh \ a thuang hieu doanh nghiep. Trong dd
TAP CHI KHOA HQC BAI HQC VAN LANG 86 01/2017 bien gia ca co tdc ddng m^nh nhat den su
hai Idng. Tii kdt qua nghidn ciiu nay, tdc gia dh xuit mdt sd gidi phap nhdm nang cao muc d$ hai Idng ciia nha dau tu ca nhdn doi vdi chdt lugng djch vy t?ii cdc cdng ty chiing khodn d Thanh phd Hd Chi Minh nhu sau:
- Vi gid cd: didu chinh miic phi giao djch va thdi gian tinh ldi suat ling trudc tien ban hgp ly ban.
- vi phong cdch doanh nghiep: phdi bdi dudng, ndng cao trinh dg chuyen mdn ciia nhdn vidn tu van; khdng ngCmg nang c4p vd mang den cho nha dau tu nhiing phdn mem giao djch tien tien nhat; tiet
kifm thdi gian md tai khoan va dat l?nh qua di?n thoai cho nha dau tu.
- Vi hinh dnk vd thuang hi$u doanh nghiep: can tao ra su vugt trgi ve cdng ngh^ thdng tin cung nhu ndng lyc va thdi dO ciia nhan vien ddi vdi nhd dau tu so vdi cdc cdng ty chiing khoan doi thu.
Vi pkuang tien hOu hinh: cdn cd nhieu chi nhanh, dja diem giao dich d& t^o dilu kien cho nha dau tu cd the thye hi?n cdc giao djch tdt hon; xay dyng mgt nai de xe hien dai dam bao an todn va tranh hu hdng khdng ddng co do thdi tiet gay ra; c^n cd 1 dia diim giao djch d trung tdm d§
thudn lgi cho vice di lai cija nha dku tu.
TAI LIEU THAM KHAO
1. Hoang Trgng, Chu Nguyen Mgng Nggc (2008). Phdn tich da li^u nghien cdu vdi SPSS.
Nxb. H6ng Diic.
2. Nunnally, J (1978), Psycomeh-ic Theory, New York, McGraw- Hill.
3. Parasuraman, A., L. L. Berry va V. A. Zeitbaml (1991). Refinement and Reassessment of tke SERVQUAL Scale, Journal of Retailing, 67 (4).
Ngay n h ^ bdi: 10/11/2016. Ngay bien t$p xong: 27/11/2016. Duydt dang: 15/12/2016
