A^ -7
Cac nhan to anh hu'dng den su" hai long cua khach hang ve djch vu tien gu'i tiet kiem tai BIDV bong Nai
* ^-^ NGUYIN VAN DGNG- Tom tat
Bdi vie't sff dung phuang phdp phdn tich dinh lugng nhdm tim ra cdc nhdn tddnh hudng tdi sU hdi long cua khdch hdng vi dich vu tiin gili tiet kiim tgi Ngdn hdng Thuang mgi Cdphdn Ddu tu vd Phdt trien Viet Nam tinh Dong Nai (BIDV Ddng Nai). Ke'l qud phdn lich cho thdy. co 6 nhdn id, gom: Gid; Phuang tiin hffu hinh; Mffc do ddp ffng: Sudong cdm; Do tin cgy; Ndng luc phuc vu dnh hudng cung chiiu di'n sU hdi long cua khdch hdng ve dich vu lien gdi tii't ki$m tgi BIDV Dong Nai.
Tit khoa: su hdi ldng, khdch hdng, tiin gffi tii't kiem, BIDV Dong Nai
Summary
This article uses quantitative analysis to find out determinants of customer satisfaction with savings services at BIDV Dong Nai. The result reveals six influential factors having positive impacts on customer satisfaction with savings deposit services at BIDV Dong Nai, which are Price; Tangibles; Responsiveness; Empathy; Reliability; Competence.
Keywords: satisfaction, customers, savings deposit. BIDV Dong Nai Giai THIEU
Trong xu the' toan eau hda va hpi nhap kinh td'qud'c te', vdi sff gdp mat eua hau hd't ngdn hdng trdn thd' gidi tai Vidt Nam da lam cho thi trffdng trd ndn sdi dpng va sff canh tranh trd nen khdc liet hdn bao gid hd't. Chinh dieu nayda bupc cde ngan hang trong nffde phai nd lffc hd't minh de gia tang sff hdi long eua khach hang, trong do cd BIDV D6ng Nai.
Thffc td' mong mud'n ed dffde khdch hang da la dieu khd, nhffng ldm nhff thd' ndo de giff chdn dffde khach hang lai cdng khd hdn, vi khach hang chi hdp tdc vdi ngdn hang khi hp cam thd'y hai long.
Vay, Idm the nao de mang lai sff hai long eho khdeh hang? De' tra ldi cau hdi nay, tac gia da thffe hien nghien culi "Cac nhdn to' anh hffdng de'n sff hdi ldng ciia khdeh hang ve djch vu tiln gffi tie't kidm tai BIDV Dong Nai".
CO s d LY THUYET VA PHUONG PHAP NGHIEN CQU
Ctf sd ly thuyd't va md hinh nghidn eii'u Theo Kotler va Keller (2006), sff hai long eua khach hang chinh la mang iai nguon doanh thu va ldi nhuan ciia doanh nghiep. Khi khach hang hai long vdi hdng hda, chat lifdng dich vu cua doanh nghidp, thi kha nang tie'p tuc mua san pham cua doanh nghidp la ra't cao. Mat khdc, khi khdch hdng hdi long cd thd hp se gidi thieu vd ndi td't ve sdn pham ciia doanh nghidp vdi ngffdi khdc. Dd'i vdi ngdnh ngdn hang, sff hai ldng Clia khdch hdng ve tien gffi tie't kiem se giup cho ngan hang: (1) Tang nguon vd'n huy ddng vd nguon vo'n, thi cd tinh thanh khoan eao; (2) Tang dffdc ldi nhuan cho ngan hang; (3) Tang kha nang canh tranh cua ngan hang so vdi cac ngan hang khac; (4) Tao uy tin vd phat trien thffdng hieu cho ngan hang.
Theo nghidn cffu cua nhdm tdc gia Phan Dinh Khdi. Thai Van Dai, Hoang Trieu Huy, Nguydn Qud'c Thdi (2015), cd 4 nhan to'chinh anh hffdng dd'n sff hdi long cua khdch hang bao gom: Sif ddp ffng;
'Tnfdng Dai hpc Lgc Hong (LHG)
Ngdy nh&n bdi: 28/5/2020; Ngdy phdn biSn: lSn/2020; Ngdy duyet ddng; 24n/2020
HINH: MO HINH NGHIEN C(Hl Dt XtlAT Dp tin cay (Reliability)
Sw dong cam (Empathy)
Miic dg dap Cmg (Responsiveness)
Nang lite phwc vu (Competence) Phitong lien hiru hinh
(Tangibles)
Sur hiii long ciia khach hang ve djch vu tien giri ti£t kifm
tai BIDV Oong Nai
BANG 1: THONG KE DQ TIM C^Y CUA THAMG DO
^ ^ CSc nh^n t6 DO un cay
Sif d6ng cdm MiJc dp dap i?ng PhiftJng lien hffu hinh Nang lire phuc vu Gid
Sir hai long cua khach hang ve dich vu lien gCfi u&'i la6m Stf bie'n quans^t 5 4 4 5 3 4 3
D$ tin c$y Cronbach's Alpha
0.982 0,909 0,912 0.914 0.859 0.920 0,673 Mguon Tac g)a dieu tr.i va MU K tu Si'SS 20,0 Cd sd vat ehat; Ndng Iffc phuc vu; Si/ an tdm. Do dd, ngan hang cin phai tich effe khuye'n khich nhdn vidn phuc vu khaeh hang td't hdn thdng qua 4 nhan td'neu trdn de ndng cao mffc do hai ldng cua khach hang gu'i tie't kidm.
Nghien effu eua Nguydn Dinh Ngoc Quydn Quyen (2015) eho thd'y, CO 6 nhan td'gom: Dp tin cay; Sff ddp ffng; Nang lffc phuc vu; Sff dong cam; Sir hffu hinh; Gia ca anh hffdng sff hai long cua khdch hang dich vu tien gffi tie't kiem tai BIDV chi nhanh TP. Ho Chi Minh.
Dffa vao ed sd ly thuye't neu trdn, tdc gia xay dffng mo hinh nghien effu nhff Hinh.
Cdc gia thie't nghien cffu dffdc dffa ra la:
HI: Dd tin cay quan he cung chieu vdi sff hai long cua khach hang \ e dich vu tien gffi tid't kiem.
H2: Sff dong earn quan he eung chieu vdi sff hai long ciia khdch hdng ve dich vu tien gil'i tie't kiem.
H3: Mffc dp dap ffng quan he cung ehieu \ di sff hai long cua khaeh hang \ e dich vu tien gffi tid't kiem.
H4: Nang lffc phuc vu quan he eiing chieu vdi sff hai long cua khdch hang \ e dich \ u tien gffi tie't kidm.
H5; PhiTdng tien hffu hinh quan he cung chieu vdi sff hai long cua khach hang ve dieh vu tien gffi tie't kidm.
H6: Gia quan he cung chieu vdi sff hai long cua khach hang ve dich vu tien gffi tiet kiem.
Phifdng phap nghidn ctfu De cd dff lieu nghien cffu, tac gid tie'n hdnh khao sat do'i vdi 300 khdch hang tai BIDV Dong Nai. Kd't qua thu Iai dffdc 285 phieu hdp Id. ty Id dat 95%. Sau do, sd' phie'u hdp Id nay dffde dffa vdo SPSS 20.0 xff ly. Sd' mlu tde gia dffa vao xff ly vd cho tha'y, cd 165 nff va 120 nam tham gia tra ldi phdng vd'n, vdi cdc ty Id lan lffdt Id 57,9% va 42,1%.
Thdi gian khao sdt tff thdng 8/2019 de'n thdng 10/2019.
KET QUA NGHIEN CL/U
Kd't qua danh gia dO tin cSy Cronbach's Alpha
Bang I cho thd'y, dp tin eay thang do dd'i vdi ede nhan to, nhu': Dd tm cay;
Sff dong cam; Mffc dp dap ffng; Phffdng tien hifu hinh; Nang Iffc phuc vu; Gid va Sff hai Idng cua khdch hang ve dich vu ti^n gffi tie't kidm deu dat yeu cau do he sd' Cronbach's Alpha Idn hPn 0,6. Ciing vdl dd, he sd lu'dng quan bid'n - tong (Corrected item - total correlation) eua cac bien quan sdt deu ldn hdn 0,3. NghTa Id, bp dff lieu cd 28 bie'n quan sdt dia do tin cay dffa vao phdn tich nhdn to' khdm phd (EFA)
Ket qua ph3n tich EFA Bang 2 cho tha'y, ket qua phan tich phffpng sai trich cdc nhan td' co gid tri hd so' KMO la 0,802 vdi mffc y nghTa (Sig.) la 5%. Nghia la, phan tich nhan to' la phu hdp vdi dff tidu khao sat 300 khdeh, nhung cd 285 phie'u khao sdt hdp Id vd dffde dffa vao xu' ly. Tdc gia tie'p tuc sff dung ket qua nay cho vide phdn tich hoi quy tuyd'n tinh bdi.
Ke't qua hdi quy tuye'n tinh b^i Kd't qua Bang 3 cho tha'y, he so' xde dinh hidu ehinh (Adjusted R Square) dat 0,596, phan anh md hinh khd phu hdp cua md hinh tdng the; nghTa Id md hinh hoi quy tuyen tinh da xay dffng phii hdp vdi tap dif lieu 59,6%, con lai 4().4'7. la do cdc bien ngoai mo hinh.
Kd't qua phan tich hoi quy tuyen tinh bdi (Bau^ 4)cho thay. cdc he so'hoi quy dffdng \a mffc y nghia nhd hdn 0.05.
Ngoai ra. he so' xdc dinh hieu chinh
34
BANG 2: BANG VE PHt/CiNG SAI TRICH CAC NHAN TO Nh6m
]
2 3 4 5 6 7
25
Cbi tieu: Initial Eigenvalues Tdng
5.763 4,734 3,901 2.802 2,099 1.406 0.601
0,016
% PhiTtAig sai 23.n.'i2 18,936 15.603 11.208 8.394 5.624 2.402
0,065
% lich liiy 23.052 41 989 57,592 68,800 77.194 82,818 85,220
100.000
T^ng phiTtfng sai trich Ttfng
5.763 4,734 3 901 2,802 2,099 1,406
% PfaiTrfng sai 23,052 18.936 15,603 11,208 8,394 5,624
% tieh liiy 23,052 41,989 57,592 68.800 77,194 82,818
T^ng phu'dng sai trich U 82,818 % (Wn hOn 60%) Kaiser-Meyer-Olkin (KMO)' 0,802 vi miic J nghu |Sig ) \i 0,000
hinh 1
H^stf ttToTng quan
0,777a
BANG 3: HE SO PHU H0P CGA MO HINH
\Ac dinh 0,604
H^sd* xdc djnh hi^u chinh
0,596
Sai sd* chuan 0,336
Gia tri:
Durbin-Watson 1,885
t, M6 hinh
(Constant) Dotincay (XI) Phifdng tien hihi hinh (X2) GiS (X3)
Mii'C do dap iJng (X4) Sif dong cam (X5) Nang lire phue vu (X6)
BANG 4: PHAN TICH KET QUA HOI QCIY TGYEN TJNH BOI H$ sd' hdi quy
chrfa chu^n hda B 0,717 0,087 0,236 0,216 0,131 0,083 0,062
Sai sfi" chu^n 0.145 0,025 0,027 0.020 0.018 0,018 0,025
H^sflThSiquy chu^n hoa
Beta
0,139 0,383 0,429 0,289 0.189 0.111
Gia tri t
4,926 3,459 8,838
! 0,694 7,339 4.558 2.504
MiJcy nghia (S^.)
0.000 0,001 0,000 0.000 0.000 0.000 0.013
ThSng k& da c$ng tuyg'n Dung sai
0.877 0,758 0.882 0.916 0,828 0,726
Gia tri VIF
1,140 1,319 1,134 1,092 1.207 1,377 Gid tri F: 70,805; Miic y nghia (Sig.): 0.000b
Mguon Tac gia d i e u tra va x i l ly i>J SPSS 2 0 0
dat 59,6%. Dieu nay ed nghia la 6 nhan to' dde lap tac dpng de'n sff hai ldng cua khaeh hang ve dich vu tien gffi tie't kidm (Y) de'n 59,6%. NghTa la, md hinh giai thich dffdc 59,6% sff bie'n thidn cua sff hai long khach hang do 6 nhan to' tac dpng. Ben canh dd, md hinh khdng vi pham cac gia dinh, nhff: hien tffdng da cdng tuye'n, phffdng sai khdng thay doi va khdng vi pham hien tffdng tff tffdng quan. Ket qua ham hoi quy nhff sau:
Y = 0.717 -(• 0,087X1 + 0,236X2 + 0.216X3 -^
0.131X4 + 0.083X5 + 0.062X6 KET LUAN VA HAM Y QUAN TR!
Nghidn cihi da tim ra dffdc 6 nhan td' anh hffdng tieh ciTc dd'n sff hai long ve dich vu tien gffi tie't kidm tai BIDV Dong Nai vdi mffe y nghia 5%, gom: Gia;
Phffdng tidn hifu hinh: Mffc dp dap ffng; Sff dong cam;
Dp tin cay va Nang lffc phue vu. Trong dd, nhan to' Phffdng tidn hifu hinh ed anh hffdng manh nhat, edn
H i N H : MO H I N H N G H I E N CCfa DE X a A T Do tin cay (Reliability)
Str dong cant (Empathy)
Mtrc do dap iing (Responsiveness)
Nang lite phtic vu (Competence) Phitcmg tien hiiu hinh
(Tangibles)
Sirhsilongcija khiicb hang ve dich VII tien giii tiet kiem
tai BIDV Dong Nai
Mguon: Tac ata de xuat
HS: Phifdng nen hOi hinh quan he cung chieu v(5i sil hai long ctia l^hach hang ve dich vu tien gufi tie't ki$m.
H6: Gia quan hS ciing chii-u viSi stf hai I6ng ciJa khach h4ng ve dich vti tien gu'i tiS'tkiem.
Phrfdng phap nghien ctfu De CO da lieu tighten cu'u, tac gia tien hanh khao sat doi vdi 300 khdch hang tai BIDV Dong Nai. Ket qua thu lai diroc 285 phieu hop le. ty le dat 95%. Sau dd, so phie'u hop le nay dtfcic dua vao SPSS 20.0 xti' ly. So mau tac gia dUa vao xit ly va cho tha'y, cd 165 ni?
va 120 nam tham gia tra I8i phong van, vdl cdc ty le lan lUflt 14 57,9% va 42,1 %.
ThSi gtan khao sat ttt thang 8/2019 de'n thang 10/2019.
k
BANG 1: THOrtG KE DO TIM C A Y CUA THAtHG DO DO tin c^yStf dSng c:
Philcfng tien hflu hinh N5ng life phiic V
i
M i I6ng cua khach hiing ve djch vu lien gih tiet kiem 3 D$ tin c0y Cronbach's Alpha0,98:
INquon Tac qta diou •
0,909 0.912 0,914 0,859 0.920 0,673 SS 20 0 Ccf sd vat chat; Nang lffc phuc vu; Sff an tam. Do dd, ngan hang can phai tich cffc khuyd'n khich nhan vien phuc vu khach hang td't hdn thdng qua 4 nhan td' ndu tren de nang eao mffe dp hai ldng eua khach hang gffi tid't kidm.
Nghidn cffu cua Nguydn Dinh Ngoc Quydn Quydn (2015) cho tha'y, cd 6 nhan tdgom: Dp tin cay: Si/dap ffng; Nang Iffc phue vu; Sff dong cam: Sif hffu hinh; Gia ca anh hffdng sff hai long eua khaeh hang dieh vu tien gffi tid't kidm tai BIDV chi nhanh TP. Ho Chi Minh.
Dffa vao cd sd ly thuye't neu tren, tac gia xay dffng md hinh nghidn effu nhff Hinh.
Cde gia thie't nghien cffu dffdc dffa ra la:
HI: Do tin eay quan he eung chieu vdi sff hai ldng cua khach hang ve dieh vu tien gffi tid't kiem.
H2: Sff dong cam quan he eung chieu \di sff hai long cua khach hang ve dich vu tien gffi tiet kiem.
H3: Mffc dd dap ffng quan he ciing chieu vdi sff hai long cua khach hang \ e dich vu tien gffi tiei kiem.
H4: Nang lffc phuc vu quan he ciJng chieu vdi sff hai long cua khaeh hang ve dich vu tien gffi tici kiem.
KET QUA NGHIEN CL/U
g i a c§y
Kd't qua danh Cronbach's Alpha
Bang 1 cho thay, dd tin eay thang do dd'i vdi cac nhan td', nhff: Dp tin cay;
Sff dong cam; Mffe do dap ffng; Phffdng tien hffu hinh; Nang Iffe phijc vu; Gia va Sff hai long cua khach hang ve dieh vu tien gffi tid't kiem deu dat ydu cau do he so'Cronbach's Alpha Idn hcJn 0,6. Cung vdi dd, he so' tffdng quan bid'n - tong (Corrected item - total correlation) cua cac bie'n quan sat deu ldn hdn 0,3. NghTa la, bd dff lieu ed 28 bid'n quan sat du do tin cay dffa vao phan tich nhan td' kham pha (EFA).
Kd't qua phan tich EFA Bang 2 cho thay, kd't qua phan tich phffdng sai trich cac nhan td'cd gid tri he so'KMO la 0,802 vdi mffc y nghia (Sig.) la 5%. NghTa la, phan tieh nhan Id' la phu hdp vdi dff lieu khao sat 300 khach, nhffng cd 285 phid'u khao sat hdp le va dffdc dffa vao xff ly. Tae gia tiep tue sff dung kd't qua nay eho vide phan tich hoi quy tuye'n linh bdi.
Kd't qua h6i quy tuyd'n tmh bOi Kd't qua Bang 3 cho thay, he sd' xic dmh hieu chinh (Adjusted R Square) dat 0,596, phan anh md hinh kha phu hdp Ciia md hinh tdng the; nghia IS md hinh hoi quy tuye'n tinh da xay dffng phii hdp vdi tap dff lieu 59,6%, cdn lai 4n 40f la do cac bien ngoai mo hinh.
Kd't qua phan ti'ch hoi qu\ i lyen tinh bdi (Bang 4) cho tha'y, cdc he - li,,, quy du'dng vk mffc y nghia nhd \v (,.05.
Ngoai ra. he so' xic dinh hiL i„h
34
BANG 2: BANG VE PHadNG SAI T R I C H C A C N H A N TO
Nhom
1 2 3 4 5 6 7
25
Chi ti£u: Initial Eigenvalues T^ng
5,763 4,734 3,90 i 2,802 2,099 1,406 0,601
0,016
% Pbiidng sai 2.1,052 18.936 15,603 II 208 S.394 5,624 2,402
0,065
% ticb luy
23 052 41,989 57,592 68.800 77,194 S2,818 85,220
100,000
T^ng phifcfng sai trich T^ng
5.763 4,734 3.901 2,802 2.099 1,406
% PhiTcftig sai 23,052 18,936 13,603 11.208 8.394 5.624
% tich liiy 23.052 41.989 57,592 68.800 77,194 82,818
Tdng phifdng sai trich la 82,818 % (ldn hdn 60%) Kaiser-Meyer-Olkin (KMO)- 0,802 va mtfc y nghia (Sig ) IJ 0.000
M d
1
ms6
tiidng q u a n 0 , 7 7 7 a
BANG 3 : HE S O PHU H 0 P COA MO HINH
x S c d j n h 0 , 6 0 4
H | s& x a c d i n h h i ^ u c h i n b
0 , 5 %
S a i s o c h u ^ n }tdc itiffng
0 , 3 3 6
G i d t r j :
Durbin-Watson
1,885
M d h i n h
(Constant) Do tin c a y ( X I ) Phtfcfng lien hOXi h i n h ( X 2 ) Gia ( X 3 )
MiJc d o d a p t'mg ( X 4 ) Su-dong c a m ( X 5 ) N a n g life p h u c vu ( X 6 )
BANG 4 : P H A N TICH KET Q G A HOI QGY TUYEN TiNH BQI H $ s d ' h 6 i q u y
chtfa c h u ^ n h 6 a B 0 , 7 1 7 0 , 0 8 7 0 , 2 3 6 0 , 2 1 6 0 , 1 3 1 0 , 0 8 3 0 , 0 6 2
SaisfTchufi^n 0 , 1 4 5 0 , 0 2 5 0 , 0 2 7 0 , 0 2 0 0 , 0 1 8 0 . 0 1 8 0 , 0 2 5
H $ stf h d i q u y c h u f n h o a
B e t a
0 , 1 3 9 0 3 8 3 0 , 4 2 9 0 , 2 8 9 0 , 1 8 9 0 , 1 1 1
Gii tri t
4 . 9 2 6 3,459 8 , 8 3 8 10,694 7 . 3 3 9 4 . 5 5 8 2 . 5 0 4
M i J c y
• g b i a ( S i g . )
0 . 0 0 0 0 , 0 0 1 0 . 0 0 0 0 , 0 0 0 0 . 0 0 0 0 . 0 0 0 0 . 0 1 3
Thd'ng kg da c$ng tuy^n Dung sai
0 , 8 7 7 0 , 7 5 8 0 , 8 8 2 0 , 9 1 6 0 , 8 2 8 0 , 7 2 6
G i a trj V I F
1,140 1,319 1,114 1,092 1,207 1.377 Gid tri F , 7 0 , 8 0 5 ; MiJc y n g h i a ( S i g . ) : 0 . 0 0 0 b
ion Tac gid dieu tra va xif ly tCf SPSS 20.0
d^t 59,6%. Dieu nay cd nghia la 6 nhan to'dgc lap tdc aOng dd'n sir hai long cua khach hang ve dich vu tien gufi lie't kiem (Y) de'n 59,6%. Nghia la, mo hinh giai thich du'dc 59,6% sd bien thien cua s\i hai 16ng khach h^ng do 6 nhan to tac dpng. Ben canh do, mo hinh kh6ng vi pham cac gia dinh, niwi: hien tifdng da cpng tuyd'n, phi/dng sai kh6ng thay doi va khong vi pham hien tUdng tif lu'dng quan. Ket qua ham h6i quy nhif sau;
Y = 0.717 + 0.087X1 + 0.236X2^ 0.216X3 + 0.131X4 + 0,083X5 + 0.062X6
KET LUAN VA HAM Y QUAN TRj
Nghien ciJu da tim ra difdc 6 nhan to anh hifdng tich ciTc de'n sif hai long ve dich vu tien giji tie't kiem tai BIDV Dong Nai vdi mi?c y nghia 5%, gom: Gia;
Phifdng tien hffu hinh; Mffc do dap ffng; Sff dong cam:
Dp tin cay va Nang life phuc vu. Trong dd, nhan to Phffdng tien hffu hmh cd anh hffdng manh nha't, con
Nang lffc phuc vu anh hffdng thap nhat. Trdn cd sd dd, tac gia dffa ra cac ham y quan tri gdp phan nang cao sff hai long cua khach hang ve dich vu tien giii tiet kiem tai BIDV Dong Nai trong thdi gian tdi, nhff sau:
Mgt la, ve Phuang lien hffu hinh. Thdi gian tdi, BIDV Dong Nai nen tang cifdng cd sd vat cha't ky thudt bang vide xay dffng, cai tao, nang cap va md rpng hd thong tru sd cac chi nhanh/phong giao dich, trang hi thiet bi may tinh hidn dai. Ngan hang tie'p tiJc nang cap he tho'ng Corebanking 7.2 len phien ban 12.1 de dam bao viec xif ly thong tin tin hpc dffpc giai quye't nhanh chdng va tinh gian hdn cac bffdc trong quy trinh xff ly nghiep vu tai quay. Day chinh la diem cong de thu hut giff chan khach hang.
Hai Id, vi Gid. BIDV Dong Nai nen cd mffc lai suat canh tranh vdi cac ngan hang thffdng mai khac tren dia ban va can phat tnen da dang cac hinh thffc tien gffi tid't kiem, nham mang lai nhffng ldi ich va thuan tien hdn cho khach hang, giup khach hang cd nhieu lffa chpn phti hdp vdi nhu cau.
Ba Id, ve Mffc dd ddp ffng. BIDV Dong Nai can tich cffc td chffc va tham gia cac sff kien cpng dong nhhm quang bi rpng rai thffdng hieu ngan hang tai dia ban trong pham vi ban kinh 1-lOkm. Dac biet, c^n tham gia cdc sff kien tff thidn. cong tac xa hpi, dohn - doi, cau lac bp hifu tri, phu nff..., vdi muc dich the hien sif quan tam dd'n cpng ddng, khach hang va doanh nghidp. Cac chffdng trinh cpng dong thffdng se tao an tffdng, gay thien cam va mang lai cam xuc thffdng hidu ra't tich cffc cho Ngan hang.
Bdn Id, ve Sudong cdm. BIDV Dong Nai ndn tao long tin cho khach hang gffi tien vao Ngan hang, vi nhieu ly do, trong do co cac ly do cd ban la: dam bao sff an toan tai san, tang gia tri bang tien lai, khi chifa cd nhu cau khac. De lifa chpn hinh thffc, gia tri gffi va thdi han gffi tien, khach hang da can nh^c thong qua nghien
cffu cdc chinh sach, cac thdng tin \d huy dpng vd'n hoac kha nang, chat Iffdng cac dich vu, ma Ngan hang se cung ffng cho hp cd dam bao dffdc tinh chinh xdc. kip thdi, an toan \a tidn ldi.
Ndm Id, ve Dg tin cdy. BIDV Dong Nai nen tang cffdng phd bie'n va dao tao quy trinh nghiep vu dmh ky hang tuan/
thang nham nang cao kien thffc quan ly, tnnh dp chuyen mon, vi tinh, ky nang tff van cho khach hang, cQng nhff ky nang giao lid'p td't cho nhan vien toan chi nhanh va lanh dao ca'p phdng trffc tie'p giao dich vdi khach hang. Khi da cd kie'n thffc, trinh do chuydn mon va ky nang giao tie'p. nhan vien can phai thi^c hidn thffdng xuyen de tao ndn sff nhuan nhuydn khi thffc hien cac thao tac, xffly nghiep vu mot each chuydn nghiep va nhanh gpn tranh tinh trang khach hang khdng hai long.
Sdu Id, ve Ndng lffc phuc v^. BIDV Dong Nai ndn hinh thanh dpi ngu nhan sff cd ky nang. trinh dp. kie'n thffc v^
chuydn mon, cd nhiet huyet se thu hut dffdc nhieu khdch hang giao dich, du ngan hang cd the khdng cd ldi the' vd lai sua't, chinh sdch. De tang cffdng hidu qua phuc vu cua nhan vien dd'i vdi khach hang cd nhan gffi tien, BIDV Dong Nai ndn thffc hidn dao tao lien tuc va thffdng xuyen de bdi dffdng trinh dp, kie'n thffc cho dpi ngu nhan vidn, trau ddi them cho hp cdc ky nang mem nhif la ky nang giao tie'p, nhdm phuc vu khach hang ngdy cang tdt hdn. •
TAI lA^U THAM KHAO
1. Nguydn Dinh Thp (2011). Phuang phdp nghien cihi khoa hgc trong kinh doanh, Nxb Lao ddng - Xa hpi
2. Hoang Trpng, Chu Nguydn Mgng Nggc (2008). Phdn tich da lieu nghien cffu vdi SPSS (Tap I vd 2), Nxb Hdng Dffc, TP. Hd Chi Minh
3. Nguyen Dinh Ngoc Quydn Quydn (2015). Nghiin cdu sif hdi ldng cua khdch hdng vi djch vu liin gffi tie't kiem tgi BIDV khu vUc TP. Ho Chi Minh, Ludn van thac sy kinh td', Trffdng Dai hpc Kinh td'TP. Hd Chi Minh
4. Phan Dinh Khoi, Thdi Van Dai, Hoang Trieu Huy, Nguyen Qudc Thdi (2015). Cac nhan to' anh hffdng de'n mffc dp hai Idng cua khach hang dd^i vdi dich vu tien gffi tie't kiem: Infdng hdp Agribank Binh Minh, VTnh Long, Tgp chi Khoa hgc Trucfng Dgi hgc Cdn Tha, sd40. 50-57
5. Nicholas Wilson (2019J. Faclors affecting customer satisfaction for savings services: a case of the Indonesian E-Commerce Industry, International Journal of Applied Research, 21(2), 12-24
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8 A. Parsu Parasuraman.. Valarie A. ZeithamI., Leonard L Berry (1985). A conceptu. ;ii(>del of service quality and it-; implications for future research, Journal of marketing. 49141. 41
