Chuyen muc: Tai chinh - Ngan hang - TAP CHI KINH TE & QUAN TRI KINH DOANH SO 12 (2020) CAC N H A N T 6 A N H i n r d N G D E N C H A T L I / O N G DICH v y NGAN HANG
BAN LE TAI NGAN HANG THl/ONG MAI C 6 PHA'N CONG THU'ONG VIET NAM - CHI NHANH SONG CONG
Le Ngoc Nu-ffng^ Ha Thi Hoa^
Tom tat
Nhdn thirc duoe vai tro vd tdm quan trong eua viec ndng eao chdt luong dieh vu ngdn hdng bdn le (NHBL) igi ede Ngdn hdng TMCP noi chung vd Ngdn hdng TMCP Cdng thuang Viet Nam, Chi nhdnh Sdng Cdng noi rieng, nghien cini ndy dd tap trung vdo viec phdn tich thuc trgng chdt luang dich vu NHBL cua chi nhdnh thdng qua kit qud duac bdo cdo cua cdc logi hinh dich vu NHBL bao gdm dich vu huy dong vdn; dieh vu tin dung; dieh vu the vd dich vu ngdn hdng diin tir ciing nhu phdn tich ede nhdn Id dnh hu&ng din chdt luong dich vu thdng qua viec sii- dung md hinh SERVQUAL eua Parasuraman (1988) ven 5 tieu chi: Dd tin cdy, ndng luc phuc vu, yiu tdhihi hinh, linh ddp ung vd su dong cam. Bdng viec sie dung phuong phdp phdn tieh nhdn td vd md hinh hdi quy do bien, nghien cieu dd tiin hdnh khdo sal 250 khdch hdng vd qua dd, chimg mmh chdt luang dich vu NHBL ciia chi nhdnh chiu dnh huang b&i cd ndm nhdn to tren. Ddy la cdn cie quan Irong cho cdc nhd qudn tri ngdn hdng co thi xdy dung chinh sdch nhdm ndng eao chdt luang dieh vu cua chi nhdnh thdng qua viic ndng eao cdc phuang din hiiv.
hinh; xdy dung uy tin vd niim tin ven khdch hdng; ndng cao su ddp img, ndng luc phuc vu vd su cam ihong cua ngdn hdng
Tu' khoa: Nhdn td; Chdt luang, Dich vu; Ngdn hdng bdn le; Sdng Cdng.
FACTORS AFFECTING THE QUALITY OF RETAIL BANKING SERVICES AT VIETNAM INDUSTRIAL AND COMMERCIAL JOINT STOCK BANK - SONG CONG BRANCH
Abstract
Recognizing the role and importance of improving the quality of retail banking services at joint stock commercial banks in general and Vietnam Joint Stock Commercial Bank for Industry and Trade, Song Cong Branch in particular, this study focused on analyzing the current situation of the quality of retail banking services of the branch through the reported results of various types of retail banking services including capital mobilization services, credit services, card services, and other electronic banking services. The shidy also analysed factors affecting the quality of retail hanking services through the use of SERVQUAL model of Parasuraman (1988) with 5 criteria: reliabdity, service capacity, tangible factors, responsiveness and empathy By using factor analysis and multivariate regression models, the
study surveyed 250 customers and proved that the quality of retail banking services of the branch was influenced by all five elements above This is an important basis for hank managers to develop policies to improve the quality of services of the branch by improving tangible facilities, building credihilily and trust with customers, improving bank's responsiveness, service capacity and sympathy
Keywords; Factor; Quality; Service, Retail bank; Song Cong.
JEL classification: G2J; G24
l.DatvSndg thach thiic ddi vdi cac ngan hang TMCP hign nay, Ben canb viec cai rien san pham, xay dung Xu thg toan cau hda va hdi nhap kinh te
quoc te da giiip eho thi trudng dich vu ngan cac chuong trinli uu dai, viec nang cao chat luong dich vu ngan hang dang la xu hudng dugc nang ngay cang mo rons them, done thai cung , T ' r ^ i 'i,. ••* i- J- • U- r ,. , - , . , . Iua chon nham phat tnen lau dai va ben vung cua iam tang them lugng cung tren thi truang. ^ , . . _ , Khach hang ngay cang cd nhigu lira chgn hon
doi vdi mdi loai hinh djch vu. Trong bdi canh nen kinh tg dang gap nhieu khd khan va bien
; phirc tap nhu hien nay, nganh ngan bang
cac ngan hang bien nay. Thuc te da cho thay, ngan hang nao xay dyng duoc chien luge phat trien chat lugng djch vu tdt deu da chiem ITnh dugc till trudng va thda man dugc nhu cau ciia khach hang. Vdi muc tieu trd thanh Ngan hang noi Chung va ngan hang TMCP noi neng dang ^, - L - .* u- .*'•< W^-KI ^^ -
„u'- . * - • - . .- , - , , . , , - - , . , , . thuong mat hien dai hang dau Viet Nam, Ngan pnai doi mat vai nhung kho khan va thach thuc , , -?,,^n ..." ^,; ,, -. -KT (\7- ^ .,D^„IA rS. iA,„ T- - . - • . • , - .• .1 - hang TMCP Cong I huong Viet Nam (VictinBank) rat Ion, Irong mot moi truang nhu vay, lam the . *- i i . j - - i,- u- i- - * •
„. ,j ., , • . , , ? , , • . , xac dmh hoat dong ngan bang ban le co vai tro nao de dung vung tren thi truong khi CO su canh ; ; : ., - i,- u ^ ^uf.^
t.n„i, ',. i. •- . - , . , . ,. -. quan trong tao nen tang vung chac cho sii'phat tranh rat gay gat giua cac ngan hang luon la mot ^
Chuyen muc: Tai chinh - Ngan hang - TAP CHI KINH T £ ^ trien dai ban cua ngan hang. Theo dd, can thiet phai cd su ehu\ en dich manh me trong boat ddng ngan hang ban le cua ngan hang TMCP Cdng Thucmg Viet Nam theo hudng md rgng ca ve quy md, hieu qua va chat lugng [4], Tu}' nhign, dich vu ngan hang ban Ie mdi duac phat trign va cdn nhigu ban che tai ngan hang TMCP Cong thuang Viet Nam ndi chung va tai Chi nhanh Sdng Cdng ndi rieng [4], Vi vay, bai viet dugc thuc hign vdi mong mudn nghien ciru ve cac nhan to anh hudng den chat lugng dich vu NHBL thdng qua ket qua bao cao vg cac loai binh djch vu NHBL cung nhu danh gia ciia khaeh hang ve chat lugng dich vu. NHBL nham gdp pban xay dirng be tbdng giai phap nang cao chat lugng dich vu ciia ngan hang, tir dd nang eao hieu qua boat dgng va phat trign bgn virng cua ngan hang.
2. Cff sd khoa hoc va mo hinh nghien ciin ve chat lirffng dich vu
Parasuman va cdng su (1988) da dua ra khai mem vg chat lugng dich vu la mirc do khac nhau
HI
giiia sir mong dgi ciia ngudi tieu diing \ -• ^ '^^ vy va nhan thiic cua hp ve kel qua cua dich \'a do.
Theo dd, tiiang do SERVQUAL dugc ra ddi ldn dau rien tir nam 1985 bdi Parasuman \ a cong sir.
Md hinh nay duge ghep tir hai tir Service va Qualiri,' va duoc nhieu nha nghign cuu danh gia la kha toan dign. [5] Ban dau md binh gdm 10 nlian td: (1) Tin cay (Reliability-), (2) Dap irng (Responsiveness), (3) Nang lyc phuc vu (Competence), (4) Tiep can (Access), (5) Lich sy (Courtesy), (6) Thdng rin (Commimication), (7) Tin nhiem (Credibilit}-), (8) An toan (Securit>-), . (9) (Understanding/Knowing the customer)- Hieu biet khach hang va (10) Phuang tien hiiu hinh (Tangibles) [5], Tuy mo hinh 10 thanh phan CLDV ngu tren the hien dugc tinh bao quat hau hgt mgi khia canh ciia dich vu song lai cd nhugc digm la phice tap trong vigc do ludng chat lugng dich VU- Do do, Parasuraman & ctg (1988, 1991) da ket hgp cac bign cd tinh tuong quan lai vdi nhau va giam xudng con 5 thanh phan vdi 22 thang do nhu sau:
Do tin cay
Nang luc phuc vu
Yeu to hull hinh
Tinh dap liiig
Su dong cam
H2 H3
H4 H5
Ky vong r
Cam nhan
Chkt lu'ffng dich vu
Sa do 1 Md hinh SERVQUAL 3. Phmmg phap nghien cuu
3.1. Ouy trinh nghien ciiu
Sau khi xac dmh muc tigu nghien ciru, khung ly thuygt vg cac chat lugng dich vu ngan hang ban le duoc tbiet ke dua tren viec ke thita tii nhirng cdng trinh nghien ctiu tmdc day va dac diem rieng cua don vi nghien ciiu. Tiep theo, tign hanh xay dung thang do va khao sat, thu thap dii lieu tir thuc tg nham kiem dinh thang do va md binh nghien ciiu- Tren co sd tac dpng ciia cae thanh phan trong md hinh, trinh bay phan thao luan cac ham y chinh sach cua chat luong dich
ciia Parasuraman & ctg (1988, 1991)
vu ngan hang ban le cua Ngan hang TMCP Cdng tiiuong Viet Nam, Chi nhanh Sdng Cdng, [2]
3.2. Mo hinh nghiin ciru vd gid thuyit nghien cuu
Md hinh nghien ciru
Can cir vao md hinh SERVQUAL cua Parasuraman & ctg (1988, 1991) [5][6] va tiiuc trang chat lugng dich vu cua Ngan hang TMCP Cong thuong Viet Nam, chi nhanh Sdng Cdng, bai viet xa\- dung cac nhan to anh hudng den chat lugng dich w ngan hang ban le cua cbi nhanh bao gom nam nhan to sau:
Chuven muc: Tai chinh - Ngan hang - TAP CHI KINH TE & QUAN TRI KINH DOANH SO 12 (2020) Do tin cay Ndi Ign kha nang cung img djch
vu chinh xac, diing gid va uy tm Dieu nay ddi hdi su nhat quan trong viec tiiuc hien dich vu va tdn trpng cac cam ket cting nhu gm ldi hira vdi kliach hang. Nhan to nay dugc thyc hien phan tich vdi 6 bien quan sat
Nang luc phijc vti: Day la tigu chi do ludng kha nang giai quyet van dg nhanh ehdng, xii ly higu qua cac khieu nai, sin sang gnip dd khach hang va dap ling cac yeu cau cua khach hang Ndi each khac, nang luc phuc vy la su phan hdi tir phia nha cung cap dich vu ddi vdi nhung gi ma khach hang mong mudn Nhan td nay dugc thuc hign phan tich vdi 4 bign quan sat-
Yeu to huTi hinh: La hinb anh ben ngoai ciia cac ca sd vat chat, thiet bi, may mdc, phong thai cua doi ngii nhan vien, tai ligu, sach hudng dan va he thong thdng tin lign lac cua Ngan hang Ndi mdt each tong quat, tat ca nhung gi ma khach hang nhin thay true tiep duac bdng mdt va cac giac quan thi deu cd the tac ddng den nhan td nay. Nhan td nay dugc thue hien phan tich vdi 4 bign quan sat
Tinh dap liiig; Day la nhan td tao nen su tin nhiem, tin tudng cho khach hang duoc cam nhan thdng qua su phyc vu chuygn nghiep, kien thirc chuygn mdn gidi, phong thai lich thiep va kha nang giao tiep tdt, nhd dd, khach hang cam thay an tam mdi khi sii dung dich vu cua Ngan hang. Nhan td nay duoc thuc hien pban tich vdi 4 bien quan sat
Su dong cam La su quan tam, cham sdc khach hang an can, danh cho khach hang su ddi xu chu dao tot nhat cd the giup cho khach hang cam thay minh la ''thuong khach" ciia Ngan hang va ludn dugc ddn tigp ndng ban moi liic mpi nai ygutd con ngudi la phan cdt Idi tao nen su thanh cdng nay va su quan tam cua Ngan hang doi vdi khach hang cang nhieu tbi su cam thdng se cang tang. Nhan td nay dugc thyc hign phan tich vdi 4 bien quan sat,
*> Gid thuyet nghien ciru- Gia thuyet HI, Dd tin cay cd anh hudng tich cue dgn su hai ldng ciia khach hang ve chat luong dich vu ciia ngan hang
Gia thuygt H2: Nang luc phuc vy cd anh hudng tich cue den su hai ldng cua khach hang vg chat lugng dich vu cua ngan hang,
Gia thuyet H3; Yeu td hiiu hinh cd anh hudng tich eye den sy hai Idng cua khach hang vg chdt lupng dich vu cua ngan hang
Gia thuyet H4 Tinh dap ting cd anh hudng tieh eye den sy hai ldng ciia khach hang ve chat luong dich vu ciia ngan hang.
Gia thuyet H5- Su ddng cam cd anh hudng tieh cue den su hai long cila khach hang ve chat luong dich vu cua ngan hang
3.3. Mdu nghien cieu
Theo Hoang Trong va Chu Nguyin Mdng Ngoc (2008), trong phan tich nhan td thi sd quan sat (cd mau) it nhat phai bdng 4 hay 5 ldn sd bien [8]. Nghign ciiu nay cd sir dung phuong phap phan tich nhan td va trong md hinh nghien cim d trgn cd 22 bign quan sat, do do tdi thieu can mau n - 5 x 2 2 - 1 1 0 Nhu vay, co mau cho nghien ciiu nay phai > 110, dg dam bao cho nghien ciiu dat duac tinh dai dien thi 250 phieu khao sat dugc phat ra cho khach hang cua ngan hang.
Mau nghien ctiu duoc chgn theo phuang phap lay mau thuan tien, Nhiing ngudi tham gia khao sat la cac ddi tugng khach hang ca nhan cd sir dung dich vu cua ngan bang. [3]
3.4. Phuang phdp thu thdp tdi liiu Bai Viet tien banh thu thap du lieu thii cap tir cac bao cao boat ddng cila ngan hang qua cae nam, tap chi va sacb chuygn nganh, website, cac trang bao dien tir cung cac cdng trinb khoa hoc cd lien quan, Bgn canh do, phuong phap thu thap dii lieu so cap ciing dugc thuc hien tbdng qua viec dieu tra 250 khach hang su dung dich vu NHBL ciia chi nhanh.
3.5. Phuffng phdp phdn tich Phuong phdp so sdnh
Phuong phap so sanh duoc dimg trong phan tich bien ddng chung cac chi tieu kinh te giua hai ky phan tich dugc higu la sy bien ddng (sy thay ddi) cua chi tieu (nhan to) gma thuc hien so vdi ke hoach hoac giiia thuc hien nam nay so vdi thyc hien nam trudc hoac giua ke hoach nam tdi so vdi thuc hien nam nay.,.Trong pham vi bai viet, phuang phap nay dugc dimg de so sanh tinh hinh huy dgng vdn, tinh hinh tin dung va sd lupng the qua cac nam,.
Phuang phdp phdn lich nhdn Id khdm phd Phuong phap phan tich nhan td kbara pha EFA (Exploratory Factor Analysis - viet t^t la EFA) la tap hgp cac ky thuat phan tich thdng ke cd lien he vdi nhau dimg de nit gon mgt tap K bien quan sat thanh mdt tap F (F<K) cac nhan td cd y nghTa hon, Phuang phap EFA thude nhdm cac phuong phap phan tich da bien phu thudc lan nhau vi cac bien duoc dua vao phan tieh khdng cd bien ddc lap va phu thudc ma chiing cimg phu thugc lan nhau. De chpn so lugng nhan td, ba phuang phap thudng sii dung la
- Tieu cbi E = Eigenvalue - Tieu chi digm udn
- Xac dinh trudc sd lugng nhan td.
Chuyen mtic: Tai chinh - Ngan hang - TAP CHI KINH Tfi & QU.
De de dang trong dien giai kgt qua EFA, ngudi ta thudng diing phuang phap xoay nhan td de dien giai ket qua, cd thg xoa>' vudng gdc hay khdng vudng gdc De xac dinh su phii hop kbi dimg EFA, cd the diing kiem dinh Bartlert hoac KMO (Kaiser -Meyer-Olkin) KMO co gia tri tii' 0,5 - I, eac bign cd trpng sd (factor loading) nhd hon 0,5 se bj loai va kiem tra tdng phuong sai trich dugc (>=50%), he sd Eigenvalue >=1 ddi vdi moi nhan to mdi dat yen cau
3.6. Mo hinh hoi quy da Men
Sau khi ket luan la hai bien cd mdi lien he tuyen tinh thi cd the md hinh hda mdi quan he nhan qua ctia hai bien nay bang hoi quy tuyen tmh.
Bdng 1: Tinh hinh huy dong vdn cua VietinBank
Nghien cihi thuc hien hoi qu>' da bien theo phuong phap Enter: tat ca cac bien duac dua vao mgt lan \ a xem xet cac ket qua thdng ke lien quan.
Md hinh dugc thuc hien nhu sau: Yi = Poi "••
p i X l i + p2X2i -I- paXSi + P4X4i -i- pgXSi + £i Trong dd' Bien phy thudc (Y) la su hai ldng ciia khach hang ve chat lugng dich vu ngan hang ban le; bien ddc lap (X) bao gdm:
XI: Do tin cay X2, Nang luc phuc vy X3: Yeu td hiiu hinh X4 Tinh dap ting X5: Sir ddng cam
Chl nhdnh Song Cdng giai dogn 2016 - 2018 DVT: Trieu ddng
Chi tieu 31/12/2018
Tong nguon von huy dong 1, Huy dong til KHDN 2. Huy dong tir dan cu 3. Huy dpng tir kho bac 4. Huy dong tir tien gui ATM 5, Huy dong khac
1613.438 248.000 1,251.828 36,403 77.207
-
1.970.637 451 386 1416 642
20.609 82.000
-
2 800.158 885.409 1,857.249
35,000 22.500 Nguon. Bdo
4. Thirc trang chat lirffng dich vu ngan hang ban le cua VietinBank - Chi nhanh Song Cong
4.1. Kit qud thuc hien cdc dich vi/ NHBL
*t* Dich vu huy dong vdn
Qua ket qua d bang tren ta thay ngan hang van tiep tyc duy tri tde do tang trudng nguon von dn dinh, tong ngudn von huy ddng nam sau so vdi Bdng 2: Tinh hinh tin dung ciia VietinBank
cdo kel qua kmh doanh VietinBank - Chi nhdnh Song Cong nam trudc tang rd ret, Tdng ngudn vdn huy ddng nam 2017 tang 357.199 trieu dong so vdi nam 2016, tuong ling vdi ty le tang la 22,14%, nam 2018 tang so vdi nam 2017 la 42,09%. Trong tong ngudn vdn huy dgng dugc cua chi nhanh chii yeu la von huy ddng duoc tir dan cu, [4]
Chl nhdnh Sdng Cdng giai dogn 2016- 2018 DVT- Trieu ddng Chi tieu
Tong du ng va diu tu 1 Dautu 2, Cho vay Ngan han Trung han Dai han 3, Duna Du ng KHDN Du ng DN W N Du no DN FDI Du no DN SVM Dunotunhancathe
31/12/2016 1,519,710 1,519,710
-
926,269 402,360 191,081 1,519,710 560,000 435,000 27,000 108,000 389.710
31/12/2017 1,484,530 1,485,052 863,098 398,233 223.198 1,484,530
342,000 513,702 19,828 86,000 523,000
31/12/2018 1,532,624 1,532,624 922,643 357,309 252,672 1,532,624 301,900 376,400 43.466 46,551 764,307 Nguon: Bao
Dieh vii tin dung
Ket qua duge the bien d bang 2 cho thay tdng du no va dau tu nam 2018 la 1,532,624 trigu dong, tang 48.094 trieu ddng (tuong duong tang 3,2%) so vdi nam 2017 va tang 0,85% so vdi nam 2016 Nhu vay, mirc du ng qua cac nam
7 kel qua kinh doanh VietinBank - Chi nhdnh Song Cong khdng cd su bien dgng ldn, chi nhanh hoat ddng on dinh va duy tri hieu qua qua cac nam. Trong so cac khoan cho vay cua chi nhanh, cac khoan vay ngdn han chiem hon 60% \'a t>' trgng thdp nhdt la cac khoan vay dai ban, Ben canh dd, cac khoan du no tai chi nhanh chiem cbii yeu la cac ca •=0 kinh
Chuyen muc: Tai chi'nh - Ngan hang - TAP CHI KINH TE & QUAN TRI KINH DOANI-I SO 12 (2020) doanh ca the vdi 50%, tiep den la cac doanh
nghigp nhd va vira Dieu dang chu y d day la cd su tang ldn tir phia cac doanh nghigp FDI hoat ddng
Bdng 3: Kit qud phdt triin dich vu the ATM cua VietinBank - Chi nhdnh Song Cong tren dia ban vdi miic du ng nam 2018 tang hon 2 Ian so vdi nam 2017.[4]
DVT Nam 2016 Nam 2017 Nam 2018
Thu phi dich vu the So lugng the phat hanh So du tai khoan phat hanh the Thu phi dich vu SMS So lugng khach hang su dung vuSMS
Tr dong The Tr dong Tr dong Khach hang
758 14 792
54 157 7 639
963 20 927
79 241 12.327
1 152 22,538 102 312 16,495 Ngudn. Bdo
Dieh vu the
Luong thu phi dich vu the qua 3 nam cho thay ket qua nam sau ludn tang hon so vdi nam trudc va tde dd tang nhanh hon qua timg nam Cu the, nam 2016, thu phi dich vu the la 758 tneu ddng, nam 2017 la 963 tneu dong, tang 205 trieu dong, den nam 2018, sd thu dat 1,152 trieu ddng, tang 189 trieu ddng so vdi nam 2017 Ngoai ra, sd lugng the phat ra nam 2016 la 14 792 tiie, nam 2017 la 20.927 the, tang 6 135 tiie va nara 2018, sd lugng the phat ra la 22.538
cdo ket qua tong kh VietinBank - Ch nhanh Song Cong the, tang so vdi nam 2017 la 1 611 the Bgn canb dd, sd lugng khach hang su dung dich vy SMS tang dgu qua cac nam thg hien vigc hg da cd nhan thiic tdt ban ve vai trd cita cac dich vy ngan hang dien tii. [4]
Dieh vu ngdn hdng dien tie khde a) Dich vu SMS Banking b) Dich vu VietinBank Ipay c) Dich vy BankPlus d) Dich vu VnTopup
DVT: Khdch hdng
s Nam 2016
= Nam 2017 /Nam 2018
SMS Bankmg VietinBank Ipay
VnTopup
Bieu dd 1. Sd luangkhdeh hang tham gia sir dung sdn phdm ciia VietinBank - Chi nhdnh Song Cdng Ngudn • Bdo cdo ket qud long kit VietinBank — Chi nhdnh Song Cong
4.2. Do lu&ng ch at luang dich VH cua VietinBank - Chi nhdnh Sdng Cong
Thdng tin chung vi ddi tuang nghien cim vd kiem dinh dd tin cdy cua thang do
Can cir vao danh sach khach hang cua ngan hang va tieu chi lira chpn mau nghien ctiu, tac gia lya chgn dugc 250 khach hang. 250 phieu dugc phat ra va 240 phieu dugc thu vg, trong dd 235 phieu hap le duoc su dtnig de tiep tue phan tich.
Chuyin muc: Tai chinh - Ngan hang - TAP CHI KINH TE S
Bdng 4: Kel qud hem dinh Ihang do Cronbach 's Alpha
He so tirffng quan tong Thanh phgn So bien He so Cronbach's
Alpha nho nhat
Yeu td hiru hinb Do tin cay Nang luc phuc vu Su ddng cam Tinh dap ling
6 4 4 4 4
0.892 0.865 0,818 0,896 0,897
0,576 0,473 0,40 0,608 0,612 Can cir vao ket qua ^uoc thg bien d bang
tren, ta tha>- cac thanh phan trong thang do deu cho kgt qua he sd Cronbach's Alpha >0,6 va be sd tuong quan tdng nbd nhat >0.3 ngn chap nhan do tin ca>' ciia thang do
Nguon- Kit qud phdn tich so lieu dieu tra Chdt luong dieh vu NHBL eua VietinBank - Chi nhdnh Sdng Cdng
Nghien ciiu sir dung md hinh Gap vdi cac thang do chat lucmg djch vu cua Parasuraman &
ctg (1988, 1991) nhu da trinh bay d phan tren.
Bdng 5: Chdt luang dieh vu NHBL VietinBank - Chi nhdnh Sdng Cdng dua iheo md hinh GAP
Thang do Gia tri cam
nhan Ky vong Khoang
trong Chat lirffng 1
(1) Yeu to hiru hinh (2) Do tin cay (3) Niing luc phuc vu (4) Su dong cam (5) Tinh dap ling
3,342 4,22 3,653 4.178 3,442
3,889 4,126 4,188 3,984 3,873
-0,547 0,094 -0,535 0,194 -0,431
Chat luong dich vu chua tot
Chat lugng dich vu tdt Chat lugng dich vu chua tot
Chat luong dich vu tdt Chdt lugng dich vu chua tdt
Mong dgi va cam nhan ciia kbacb hang ddi vdi chat lugng dich vu duoc do bang thang do Likeri 5 digm ma trong do cac con sd cao hon cho tha>" miic do mong doi ba\ cam nhan cao hon. Cac yeu td duoc do ludng diem so ky vpng va cam nhan la >"eu td hiiu hinh, do tin cay, nang luc phuc vu, su ddng cam va tinh dap irng.
Bgn canh dd, chat lugng dich vu ngan hang dugc do bang sir cam nhan - su mong dpi (Gap 5). Theo do, diem chgnh lech la sy khac biet giira cac diem nhan thirc va ky' vong cd gia tri tir -4 dgn 4 la khoang each chat lugng dich vn do ludng. Ket qua d bang 5 cho thay su ddng cam va do tin cay duoc khach hang danh gia cao nhat va khoang trdng duong cho tha)- chat luong dich vu tiiong ddi tdt, Cac khoang trdng cdn lai cd su chenh lech nhau khdng nhieu Tu>' vay, ddi hdi ngan hang pbai hoan thien ban niia vg cac ygu td hiiu binh, nang luc phuc vu va tinh dap ling 5. Phan tich cac yeu to anh hirdng tdi chat iuffng DV NHBL
5.1. Phdn tich nhdn to khdm phd EFA Kgt qua phan tieh nhan td kham pha EFA vdi 22 bign quan sat thugc 5 thanh phan cua thang do chat luong dich vu dugc ket qua lig sd
Ngudn - Ket qud xie ly die lieu dieu tra KMO la 0 671 > 0.5; Sig la 0.00 < 0.05, be so Eigenvalues ta 1,105 >1; tdng phuong sai trich giai thich dugc Ia76,878% >50%, nhu vay du lieu ciia cac nhan td phan tich la hoan toan thich hgp Kiemdinh Barilett's Test Sig la 0 000 cd y nghTa thdng ke va cac nhan td deu hdi tu. Tir ket qua phan tich nhan to kham pha EFA tren cho thay tat ch eac nhan td deu thda man de tign hanh cac budc phan tich tigp theo.
5.2. Phan tich mo hinh hoi quy da biin Pban tich hdi quy da bien dugc su dung de danh gia tdm quan trong ciia tirng tiianh phan trong thang do chat lugng dich vu dua vao sy cam nhan cua khach hang vg dich vu Md hinh nghien ctiu gdm mdt bien phu diudc do ludng danh gia cua khach hang va nam bien dgc lap la 5 thanh phan ve chat luong dicb vu cua ngan hang.
Ket qua phan tich cho thay tri so R- - digu chinh la 0 522 cho thay mirc do phu hap cua mo hinb dat 52,2% > 50%, nhu vay md hinh nghien ciru la phii hop Tn so thdng ke F dugc xac dinh bang 30,048, mirc y nghTa Sig .000 cho thdy md hinh hdi quy da bien phu hgp vdi tap dii ligu nghien ciiu.
Chuyen muc: Tai chinh - Ngan hang - TAP CHI KINH TE & QUAN TRI KINH DOANIT 50 12 (2020) Bdng 6: Kit qud phdn lieh hdi quy da biin
Coefficients"
He so chira chuan hoa
He so da chuan hda Cac yeu to tac
dong Std. Error
Gia t r i T kiem dinh
Sig,
Cac chi so thong ke kiem djnh da cong tuyen
He so phong dai phirffng sai (VIF) Do chap nhan (Hang so)
Yeu to hiiu hmh
Do tin cay Nang luc phuc Su dong cam Tinh dap ling
-1,770 249 302 265 338 271
,466 ,054 .058 ,068 .050 .048
,282 ,327 ,244 ,410 ,341
-3,803 4,588 5.163 3,923 6,819 5,597
,000 ,000 ,000 ,000 ,000 ,000
,946 .890 ,923 ,987 ,961
1,058 1,124 1,083 1,014 1,040 Ket qua phan tich hdi quy da bign cho thay
tdt ca cac thanh phan trong thang do chat lugng la yeu td hiiu hinh, do tin cay, nang luc phuc vy, su dong cam va tinh dap ring deu cd y nghia thong kg va cd tac ddng cimg chieu den su bai long ciia khach hang ve chat luong dicb vu vdi mirc y nghTa Sig.<0,00 nen cac gia thigt de ra trong mo hinh duac chap nhan.[6]
Dua tren he sd chua chuan hda ciia kgt qua phan tich hdi qu>' da bien, miic dp anh hudng ciia cac thanh phan trong thang do den chat lugng dich vu thdng qua danh gia ciia khach hang dugc thg hien trong md hinh sau: Y = -1,770 + 0,249Xi + 0,302X2 + 0,265X, + 0,338X4+ 0,271X5 6. Ket luSn va ham y chinh sach
Tir ket qua phan tich md hinh hoi quy da bien, bai vigt dua ra mdt sd ket luan va ggi md cac chinh sach nham nang cao chat lugng djch vy NHBL ciia Ngan bang TMCP Cdng thuong Viet Nam, chl nlianh Sdng Cdng nham giiip chi nhanli cai thien cac hoat ddng ciia minh tir dd thu biit va giu' chan khach hang cung nhu md rdng boat dgng va nang cao hieu qua kinh doanh cua ngan hang.
Theo do, trong thdi gian tdi, chi nhanh cdn chu trong tdi mgt sd giai phap nhu sau:
Thudng xuyen trao ddi thdng tin vdi khach hang nham tim hieu va dap ling ky vgng cua khach hang; xay dyng chinh sach phuc vu khach
a. Bien phu thuoc: Su hdi long ciia Ichdch hang Ngudn. Kit qud xu ly die heu dieu tra hang thdng qua viec phan loai khach hang (khach hang truj'cn thdng, khach hang tiem nang, khach hang muc tieu, ,. ) dg cd nhiing chinh sach cham sdc khach hang phii bop; nghien ciru va xay dung he thdng co sd dii lieu thdng tin vg khaeh hang de cd the bieu biet bon ve cac nbu cau cua khach hang, xac djnh mirc do thda man ciia khach bang va nhan biet nliiing ly do khien cbo khach hang rdi bd ngan bang dg tir dd cd chinh sach thay ddi phii hop; the hien su cam thdng ddi vdi khach hang thdng qua viee ghi nhan va phan hdi tbdng tm cua khach hang mdt each nhanh chdng ciing nhu viec thanh lap bd pban chain sdc khach hang,
Ben canh dd, ngan hang cung nen khdng ngirng xay dung uy tin va niem tin vdi khaeh bang thdng qua viec tdn trgng cam ket vdi khach hang va ludn hoat dgng vi Igi ich cua khach hang, chinb xac, kip thdi, dam bao dd tin cay tdi da ddi vdi cac dich vu cung cap den khach hang;
thuc hien chinb xac cac giao djch vdi khach hang; tang cudng su phdi hap giua eac bd pban, eac nhan vien ngan hang dg dam bao giao dich duac thyc hien nlianh nhat vdi dp tm cay cao nhat va trang bi nhirng thiet bi chuyen dung de dam bao hon nira dp tin ca}" va an toan trong cac giao dich-
Chuyen muc: Tai chinh - Ngan hang - TAP CHI KINH Tfi & i.
TAI LIEU THAM KHAO
[I] Trdn Thi Tram Anh. (2011). Ndng cao chdt luang dich vu ngdn hdng bdn li tgi Ngdn hdng TMCP xudt nhap khdu Viet Nam, Luan van thac sy Dai bgc Kinh te TP Ho Cbi Minh, Thanh phd Hd Cbi Minh.
[2]. Tran Thi Thu Ha. (2010). Ndng cao chdt luang dieh vu tgi Chi nhdnh Ngdn hdng Nong nghiep va phdt tiiin ndng thdn Nam Hd Hdi. Luan van thac sy Dai hgc Kinh te Qudc dan. Ha Ndi.
[3]. Pham Thi Hdng Loan, (2015). Ndng eao chdt luang dich vu tgi Ngdn hdng TMCP Dgi chiing Viet Nam - Chl nhdnh Quang Nmh, Luan van Thac sT Trudng Dai bgc Kinh tg va QTKD. Thai Nguyen, [4]. Ngan bang TMCP Cdng thuong Viet Nam, Chi nhanh Sdng Cdng. (2016, 2017, 2018) Bdo eao kit qua tdng kit.^ Thai Ngu\'en
[5], Parasuraman A, Zeithaml, VA Beny LL. (1988), "SERVQUAL: a multi-item scale for measuring consumer perception of service quaIit>"".Joz(rj7i7/o/"i?^/fl;/mg, 75 (1), 11-32
[6] Parasuraman, A., L. L. Berr>\ & V, A Zeithaml, (1991). "Refinement and Reassessment of the SERVQUAL Scale", Journal of Retailing, 67 (4): 420-450.
(7] Nguygn Thanh Quy. (2015). Nang cao chat lugng dicb vu tai Agribank - Cbi nhanh Bac Ninh, Ludn vdn 'Thgc sT, Trudng Dai hpe Kinh te va QTKD, Thai Nguygn.
[8]. Hoang Trgng, Chu Nguyen Mdng Nggc. (2008). Phdn tich die lieu nghien ciru vcri SPSS, Nha xudt ban Hong Diic.
Thong tin tac gia:
1. LeNgocNircmg ^ Ngay nhan bai- 19/0^20^0 - Dan VI cong tac Tmong DH Kinh te & QTKD Nga,- ^^^ ^^^ ^^^. 26/1/2020 - Dia chi email ngocnuong85(^gi>iail com jSlgay duyet dang 29/0^^2020 2. Hii Thi Hoa
- Dan vi cong tac Trudng DH Kinh t^ & QTKD
