Mot so nhan to
tac dong den long trung thanh thUo^ng hieu ngan hang
cua khach hang ca nhan tai Viet Nam
• • NGUYEN NGOC QOANG"
DAO CAM THUY"
Tom tat
Nghien cdu ndy xdy dung vd kiem dinh mo hinh phuang trinh cdu true (SEM) nhdm ddnh gid tdc ddng nhdn qud cua cdc nhdn td: Chdt luang dich vu, Uy tin thuang hieu vd Trdch nhiem xd hoi den Su hdi ldng vd Ldng trung thdnh thuang hieu ngdn hdng cua khdch hdng cd nhdn (KHCN) gdi tien tiet kiem tgi Viet Nam. Ket qud khdo sdt 620 KHCN bang phdng vdn ngdu nhien tgi Hd Noi cho thdy, Chdt luang dich vu, Uy tin thuang hieu vd Trdch nhiem xd hdi cua ngdn hdng tdc ddng tich cue theo thd tu gidm ddn den Su hdi long cua khdch hdng vd Su hdi long cua khdch hdng cd tdc ddng mgnh den Ldng trung thdnh ddi vdi thuang hieu.
Tijf khoa: su hdi long, long trung thdnh, chdt luang dich vu, uy tin thuang hieu, trdch nhiem xd hoi
Summary
This research builds and validates the Structured Equation Model (SEM) to assess the causal effect of factors such as Service quality. Brand prestige and Social responsibility on the Satisfaction and Loyalty to the bank brand of deposit savings individual customers in Vietnam. The result of the survey to 620 individual clients by random interview in Ha Noi shows that Service quality, Brand prestige and Social responsibility of the bank positively impact in decreasing order on Satisfaction and Satisfaction creates a strong impact on Loyalty to the bank brand.
Keywords: satisfaction, loyalty, quality of service, brand prestige, social responsibility
Gldl THIEU
Tien gffi tiet kiem la khoan tien nhan rdi cua dan cff gffi vao tai khoan tiet kiem tai ngan hang thtfdng mai (NHTM) nham tieh iQy, sinh ldi va dam bao an toan tai san. Trong eac san pham dich vu huy ddng vd'n cua cae NHTM, huy ddng vdn tiet kiem ttf dan ctf dtfdc xem la san pham cd ban nha't, vi day la ngudn vd'n ed tinh dn dinh eao, la nhan to' dau vao eho cac boat ddng tin dung, dau ttf. KHCN gffi tien tiet kiem la nhdm khach hang chiem sd' Iffdng ddng dao nha't tai cac NHTM va ngudn vd'n cua hp ciing chiem da sd' trong eac ngudn huy ddng cua ngan hang. Vi vay, nghien cffu cae nhan td tae ddng den ldng trung thanh cua nhdm dd'i tffdng
nay se giup cac NHTM Viet Nam trong viec dtfa ra cac chtfdng trinh, ehinh sach giff chan khach hang.
CO >6f LY THUYET THUYET NGHIEN c C u
VA GIA
Ldng trung thanh la sff cam ket sau sac mua lai hoac ghe tham lai san pham, dich vu ffa thich trong tffdng lai, do do gay ra sif lap lai eiing nhan hieu hoac dat hangjai, dii nhffng anh htfdng hoan canh va nd Itfc marketing cd kha nang dan den viee chuyen ddi hanh vi. Khach hang co
*TS., Tru'dng Dai hoc Kinh te Quo'c dan I Email: [email protected]
** Ngan hang TMCP Cong Thu'dng Viet Nam I Email: [email protected]
Ngdy nhan bdi: 31/08/2018; Ngdy phan bien: 13/09/2018; Ngdy duyet ddng: 20/09/2018
18
niftKinh.
• ^DUI
the cd dtfdc thdng tin tff intemet, ngffdi than, ban be... (Oliver, 1999). Hien nay, cd ba hffdng tie'p can ldng trung thach cua khach hang dd'i vdi thffdng hieu dd la: (1) Ldng trung thanh hanh vi; (2) Ldng trung thanh thai dp; (3) Ldng trung thanh ke't hdp ea hanh vi va thai dp.
Vdi ngan hang, ldng trung thanh cua khach hang the hien khi khach hang da Itfa chpn giao dich vdi mdt ngan hang se tiep tue giao dich vdi ngan hang dd, se khuye'n cao ngtfdi khac sff dung dich vu eua ngan hang va khi cd nhu eau sff dung dich vu khae, coi ngan hang la stf Itfa chpn dau tien, du biet cd the cd Itfa chpn tdt hdn d mdt ngan hang khae. Nhtf vay, ed the hieu ldng trung thanh eua khach hang gffi tien tie't kiem tai NHTM la viec khach hang gffi tien tie't kiem duy tri va lap di lap lai nhieu lan trong mpt khoang thdi gian dai tai mdt NHTM va thffdng se cung cap thdng tin tham khao cho nhffng ngffdi khac, san sang gidi thieu san pham cho nhffng ngffdi khac. Cac khach hang gffi tien tie't kiem trung thanh la nhffng khach hang khdng de bi anh htfdng bdi stf thuye't phue ve lai sua't tff cac ngan hang canh tranh, bdi cac qua tang khuye^n mai, hau mai hay cac tfu dai ve gia ca dich vu khac va thtfdng gffi nhieu hdn nhffng khach hang It trung thanh.
Khdng nhieu nghien ctfu lien quan de'n ldng trung thanh cua KHCN gffi tien tiet kiem, nhffng da cd nhieu nghien effu ve eac nhan td tac ddng de'n ldng trung thanh trong ITnh vffc tai chinh ngan hang ndi chung, tieu bieu nhff nghien cffu cua Younes Megdadi va edng stf (2013) ve
"Khao sat de xua't eac nhan td anh htfdng de'n khach hang trung thanh ddi vdi cac dich vu tai chinh eua NHTM Jordan".
Qua khao sat ngau nhien 1.000 khach hang eua eac NHTM Jordan, nhdm tac gia ehi ra cae nhan to' tae ddng de'n long trung thanh cua khach hang, gdm: Chat Itfdng va ky vpng cam nhan, Stf san sang va tin cay, Nhffng thay ddi cua ngan hang va chi phi chuyen ddi. Cam ket ciia ngan hang.
Trong nghien cffu cua Zeyad va Noraihs (2013) ve "Cae nhan td anh htfdng de'n ldng trung thanh khach hang tai cac ngan hang Hdi giao: Bang chffng tff cac ngan hang d Malaysia", cae tae gia de xua't 9 nhan td'anh hffdng de'n long trung thanh cua khach hang. Tuy nhien, ket qua hdi quy chi ra nhan td' tae ddng duy nhat la Sff tin cay.
HINH: MO HiNH NGHIEN CtiU
Phinmg ti^a hiru hiah ^.^ | ^
Nang l i ^ pb^c \Tf
Kha nikng d i p irng Chai tngDg djch v^
tong Ibc Str dong cam
E>9 tin ci>
UY tin tbirtrng hieu 112' i
Sy hai long H4-
1.4>ng trung thanh ctia khach hang doi vori
thutmg hi^u
Tnich nhifm \a h^l
Nguon: D l xua't cua nhom tac gia
Tai Viet Nam, NguySn Thi An Binh (2016) vdi nghien cffu ve long trung thanh cua khach hang trong linh vffc ngan hang ban le da chi ra cac nhan td anh htfdng gdm cd: Chat Itfdng dich vu, Uy tin thtfdng hieu, Trach nhiem xa hdi va Sif hai ldng eua khach hang dtfdc nghien ctfu la mdt bie'n trung gian.
Tran Dffc Thang (2015) vdi "Nghien cffu md'i quan he giffa chat Iffdng dich vu ngan hang dien tff vdi mffe dp thda man va mffe dp trung thanh cua khach hang d Viet Nam" khang dinh cd md'i quan he dffdng, chat che giffa Chat Iffdng dich vu ngan hang dien tff tdng the vdi Sff thda man cua khach hang va giffa Sff thda man eua khach hang vdi Sff trung thanh cua khach hang.
Dffa vao cac nghien cffu tren, nhdm tac gia de xuat 3 nhan to (Chat Itfdng dich vu tdng the, Uy tin thtfdng hieu va Trach nhiem xa hdi) anh htfdng de'n Stf hai ldng, tff dd tae ddng de'n Ldng trung thanh eua Ichaeh hang dd'i vdi thffdng hieu tai cac NHTM tai Viet Nam nhtf Hinh. Trong dd, nhan td' Chat Itfdng dich vu tdng the tham khao md hinh SERVQUAL eua Parasuraman (1985) gdm 5 thanh phan: Phtfdng tien hii^ hinh, Nang Itfc phue vu, Kha nang dap tfng, Stf ddng cam va Dp tin cay vdi tdng cdng 20 bie'n quan sat; Uy tin thtfdng hieu vdi 5 bieri quan sat; Trach nhiem xa hdi vdi 8 bieri quan sat; Stf hai ldng vdi 5 bie'n quan sat; Ldng trung thanh cua khach hang ddi vdi thtfdng hieu (gdm ca Trung thanh thai dp va Trung thanh hanh vi) vdi 10 bie'n quan sat.
Cae gia thuye't nghien cffu dffdc dffa ra nhff sau:
Nhdm gid thuyet tdc ddng den Chdt luang dich vu tdng the:
HI a: Phffdng tien hffu hinh va Chat Iffdng dich vu tdng the ed mdi quan he ddng bien.
Hlb: Nang Iffc phue vu va Chat Iffdng dich vu tdng the cd md'i quan he ddng bie'n.
Hlc: Kha nang dap tfng va Chat Itfdng dich vu tdng the ed md'i quan he ddng bie'n.
Hid: Stf ddng cam va Chat Itfdng dich vu tdng the ed md'i quan he ddng bien.
Hie: Dp tin cay va Chat Itfdng dich vu tdng the cd md'i quan he ddng bien.
Nhdm gid thuyet tdc dong den Su hdi long vd Ldng trung thdnh cua khdch hdng ddi vdi thuang hieu:
HI: Chat Itfdng dich vu tdng the va Sif hai ldng cua khach hang ed md'i quan he ddng bie'n.
H2: Uy tin thtfdng hieu va Stf hai ldng cua khach hang cd md'i quan he ddng bien.
Economy and Forecast Review
19
BANG 1: KET QGA HOI QUY KIEM DjNH GIA THGYET HIA, HIB
Hang so' Do tin cay
PhiTdng tien hifu hinh Kha nang dap iJng Nang Itfc phue vu Slf dong cam
R2
He so' chifa chuan hoa
B 6,256
,125 ,392 ,239 ,410 ,395
Sai so' chuan
,054 ,054 ,054 ,054 ,054 ,054
He so chuan hoa
Beta ,083 ,261 ,159 ,273 ,263
t 116,691
2,329 7,311 4,454 7,650 7,370
Mu'c y nghia ,000*
,020 ,000*
,000*
,000*
,000*
, HlC, HlC ), HIE Thd'ng ke c6ng tuye'n
Do chap nhan
1,000 1,000 1,000 1,000 1,000
VIF 1,000 1,000 1,000 1,000 1,000 0,493
0,000*: la cac mu'c y nghia < 1/1000
BANG 2: TONG HCJP DO TIN CAY vA TONG PHCTdNG SAI TRICH CGA c A c THANG DO
Thang do Long trung thanh Phtfcfng tien htfu hinh Nang lUc phue vu Kha nang dap iJng Slf dong cam Do tin cav
Chat lifdng dich vu tdng the Suf hai long
Uy tin thifcfng hieu Trach nhiem xa hoi
So'bien quan sat
10 5 3 4 4 4 3 5 6 8
He so tin cay Cronbach's Alpha
0,902 0,833 0,772 0,782 0,816 0,882 0.915 0.809 0,885 0,884
Tdng phifcfng sai trich
69.651%
60,216%
69,027%
61.227%
64,957%
73.917%
85,651%
57,351%
63,624%
56,143%
Nguon: Tinh toan cua n h o m tac gia
H3: Trach nhiem xa hdi va Stf hai ldng eua khach hang ed md'i quan he ddng bie'n.
H4: Stf hai long cua khach hang va Ldng trung thanh cua khach hang dd'i vdi thtfdng hieu cd md'i quan he ddng bien.
Dff lieu nghien effu dtfdc thu thap bang phtfdng phap nghien cffu dinh Iffdng thdng qua phdng van trffc tie'p 620 KHCN gffi tien tie't kiem tai 310 diem giao dich cua cac NHTM tren dia ban Ha Ndi bang bang hdi trong nam 2017. Phffdng phap phdng van la ngSu nhien tai cac dia diem giao dich cua ngan hang. Vdi dff lieu thu thap dffdc, nhdm tae gia sff dung kiem dinh SEM nham danh gia tae ddng nhan qua cua cac nhan td'.
Ket qua nhan khau hpc cua cae dd'i tffdng nhff sau:
nam gidi chie'm 39% va nff gidi chie'm 61%; nhdm tudi dffdi 22 chie^m 6%, nhdm tudi tff 22 de'n 35 chie'm 29%, nhdm tudi tff 35 den 45 chiem 24%, nhdm tudi 46 de'n 60 chie'm 22% va nhdm tudi tren 60 chiem 19%. Ve trinh dp: trung hpc phd thdng chie'm 7%, trung cap, eao dang chiem 31%, trinh dp dai hpc, tren dai hpe chie'm 52%, ngffdi cd trinh dp khac chiem 10%.
KET QUA NGHIEN CLfU
Cdc nhdn tdtdc dQng den Chdt litOng dich vu tong the (Gid thuyet Hla den Hie)
De kiem dinh mdi quan he cua cae bien ddc lap va bien phu thudc, nhdm tac gia sff dung ky thuat phan tich nhan td' kham pha (EFA) de trich rut cac nhan td chinh, tff dd phan tich hdi quy tuye'n tinh bdi. Ket qua EFA cho tha'y, he sd phffdng sai trich dat 64,194% > 50%, he sd
tai nhan td deu > 0,3 va ke't qua phan tich ma tran nhan td xoay cae bie'n quan sat khdng bi xao trpn, do dd du dieu kien de xay difng md hinh va thife hien hdi quy tuye'n tinh bdi.
Nhdm tae gia kiem dinh md'i quan he giffa Phffdng tien hiJu hinh, Kha nang dap ffng, Slf ddng cam, Dp tin cay va Nang life phue vu vdi Chat Itfdng dich vu tdng the vdi gia thuyet, nhtf sau:
H^: Phtfdng tien hi?u hinh/Kha nang dap ffng/Stf ddng cam/Dp tin cay/Nang life phue vu khdng anh hffdng de^n Chat Iffdng dich vu tdng the.
Hj: Phffdng tien hffu hinh/Kha nang dap ffng/Sff ddng cam/Dp tin cay/Nang life phue vu cd anh htfdng tieh ctfc den Chat Itfdng dich vu tdng the.
Ne'u gia tri P-value < 0,05 thi bac bo Hg, chap nhan Hj. Ngtfdc lai, ne'u P-value
> 0,05 thi chap nhan H^, bac bd Hj.
Bang 1 eho tha'y, ta't ea nhan td Phtfdng tien hiJu hinh, Kha nang dap tfng, Stf dong cam. Dp tin cay va Nang life phue vu deu ed P-value < 0,05, do dd deu tac dong den Chat Itfdng dich vu tdng the. Trong dd, Nang life phue vu tac ddng manh nhat (Beta = 0,273), tie'p theo la Stf ddng cam (Beta = 0,263), Phtfdng tien hilu hinh (Beta = 0,261), Kha nang dap tfng (Beta
= 0,159) va tac ddng ye'u nha't la Dp tin cay (Beta = 0,083). Ke't qua nay cho phep chap nhan gia thuye't H^, bac bd H^. Hay ndi each khac, cac gia thuye't Hla, Hlb, Hie, Hid, H i e dtfdc chap nhan.
Kiem dinh mo hinh nghien cibi tong qudt De kiem dinh stf phu hdp cua md hinh nghien ctfu, trtfdc het nhdm tac gia xem xet he sd' Cronbach's Alpha dd'i vdi dff lieu nghien cffu chinh thtfc. Neu he so Cronbach's Alpha cua cae bien nghien effu deu > 0,8, thang do la td't, dam bao tinh nha't quan (Nunnally va Bumstein, 1994).
Ket qua Bang 2 eho tha'y, he so Cronbach's Alpha eua eac bie'n nghien cffu deu > 0,7. Tdng phffdng sai trich cua cac bie'n nghien cffu deu > 50%, do do cac thang do deu dat dp tin cay.
De danh gia mffe dp phil hdp chung cua md hinh, nhdm tac gia sff dung eac tieu ehuan: Chi Square (Chi binh phffdng • CMIN); Chi - Square dieu chinh theo bac tff do (CMIN/df); Chi sd GFI (Goodness of Fit Index); Chi sd TLI (Tucker &
Lewis Index); Chi sd CFI (Comparative Fit Index); Chi sd RMSEA (Root Mean Square Error Approximation). Trong on
Kinhte va Dtf bao
nghien ctfu nay, do mSu nghien cffu N
= 620 > 200, nen nhdm tac gia sff dung tieu ehuan eua Kettinger va Lee (1995) cha'p nhan CMIN/df < 5; GFI, TLI, CFI >
0,9 (Bentler va Bonett, 1990); RMSEA <
0,08, trffdng hdp RMSEA < 0,5 dtfdc coi la rat td't.
Qua phan tich SEM, gia tri CMIN/df
= 2,982; GFI = 0,902; CFI = 0,916, TLI
= 0,908, RMSEA = 0,068, chtfng td md hinh hoan toan phu hdp vdi dff lieu eua thi trffdng.
Theo ke't qua kiem dinh md hinh d Bang 3, gia tri P-value < 0,05 va trpng sd' cd da'u dffdng. Do vay, cd the khang dinh cac nhan td: Trach nhiem xa hdi, Chat Iffdng dich vu tdng the va Uy tin thffdng hieu cd md'i quan he ddng bie'n vdi Sff hai ldng. Trong dd. Chat Itfdng tdng the tae ddng manh nha't (Beta = 0,576), tiep den la Uy tin thtfdng hieu (Beta = 0,412) va cud'i eiing la Trach nhiem xa hdi (Beta = 0,254). Ngoai ra, ke't qua cung eho biet, Stf hai ldng tae ddng thuan chieu vdi Ldng trung thanh vdi mffe dp manh (Beta
= 0,620). Nhff vay, ta't ea cae gia thuyet tff HI, H2, H3, H4 deu dffdc chap nhan.
KET LUAN VA HAM Y
Qua nghien effu cua nhdm tac gia cd the tha'y, Ldng trung thanh cua KHCN gffi tien tie't kiem chiu sif tac ddng manh me bdi Sif hai ldng. Trong dd, Sff hai ldng lai chiu anh hffdng bdi Trach nhiem
BANG 3: KET QUA KIEM DINH MO HINH
Slf hai long Slf hai long Slf hai long Long trung thanh Trung thanh thai do Trung thanh hanh vi
<—
<—
<—
<—
< -
<—
Trach nhiem xa hoi Uy tin thu'dng hieu Chat lUdng tdng the Suhai long
Long trung thanh Long trung thanh
Hg so' vide Itfcfng trung binh
0,254 0,412 0,576 0,620 0,519 1,000
DO Igch chuan
0,028 0,088 0,116 0,788 0,050 0,537
Gia tri tdi han 9,168 5,168 4,487 10,135 10,420 8,384
Md'c y nghia P
^^^
^**
^**
H ^ ^ ^
***
^^^
P: miic y nghia; *** = p <0,001
Nguon: Tinh toan ciia nhom tac gia
xa hdi. Chat Iffdng dich vu tdng the va Uy tin thtfdng hieu. Tff do, nghien cffu de xua't mdt sdgiai phap nham nang cao ldng trung thanh dd'i vdi thffdng hieu ngan hang cua KHCN gffi tien tie't kiem, nhff sau:
Thd nhdt, cai thien chat Iffdng dich vu tdng the. De nang cao chat Iffdng dich vu tdng the, cac NHTM can quan tam cai thien ta't ea cac nhan td': phffdng tien hffu hinh, nang life phue vu, kha nang dap ffng, sff ddng cam va dp tin cay. Trong dd, nang life phue vu can dffdc coi trpng hang dau de ed the nang cao va cai thien chat Iffdng dich vu.
Thd hai, xay dffng va duy tri uy tin thffdng hieu ngan hang thdng qua cac boat ddng truyen thdng marketing, minh bach hda thdng tin, cat giam thu tue, cham sdc khach hang cd bai ban, nhanh chdng cung cap va xff ly dich vu trong thdi gian nhanh nha't...
Thdba, nang cao tinh trach nhiem xa hdi eua NHTM.
Khi tham gia nhieu cac boat ddng edng ddng, nhff: tff thien xa hdi, hd trd thien tai, giao due, phdng chdng te nan... se giup eho ngan hang nhan dffdc tinh cam tieh cffc tff khach hang, khien hp de dang hai ldng hdn.U
TAI LIEU THAM KHAO
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2. Tran Dffc Thang (2015). Nghien cdu mdi quan he giita CLDV ngdn hdng dien td vdi mdc do thoa mdn vd mdc do trung thdnh cua khdch hdng d Viet Nam, Luan an tie'n si kinh te, Trffdng Dai hpe Kinh te' Qudc dan
3. Chaudhuri (1999). The Effects of Brand Attitudes and Brand Loyalty on Brand Performance, European Advances in Consumer Research, 4
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5. Nunnally, J. C , Bernstein, I. H. (1994). Psychometric theory, McGraw Hill, New York 6. Ohver R.L. (1999). Whence Customer Loyalty, Journal of Marketing, 63, 33-44
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8. Younes A. A. Megdadi, Jaber R. A. Aljaber, Eng. Khaled Sh. Alajmi (2013). An Examine Proposed Factors Affecting Customer Loyalty toward the Financial Services of Jordanian Commercial Banks: Empirical Study, International Journal of Business and Social Science, 4(10), 142-149
9. Zeyad M. EM. Kishada (2013). Factors Affecting Customer Loyalty in Islamic Banking: Evidence from Malaysian Banks, Intemational Joumal of Business and Social Science Review, 73(6), 88-99
Economy !inr1 Forecast Review
