TAP CHi CdNG THIfdNG
CAC YEU TO ANH HUCJNG
TCfl S\J TRUYEN MIENG TRONG NGANH NGAN HANG
• NGO THANH HUYEN - N G U Y I N VAN THANH TRUCJNG
TOM TAT:
Bai vie'l nghien cu'u ly thuye't ve sif truyen mieng ciia khach hang trong linh vifc ngan h5ng va cdc nguyen nhan xung quanh, tii do danh gid md'c dp tde dpng cua cac nhan to d&'n su" truyen mieng cua khdch hang ve ngan hang, difa ra cdc ham y qudn tri, nang cao si/ truyen mipng tich ctfc Irong nganh Ngiin hUng, cai tien de nang cao hieu qud san pham, cha't Iifdng dich vu, ddp d'ng nhu cau vd md'c dp thda man cua khach hang, nham mang lai ldi ich td'i da cho ngSn hdng va khach hang sti" dung dich vu ngSn hang.
T^ kboa: Truyen mieng, tam trang tich cUc, ngan hiing, hieu qud sdn pham, cha't lifdng dich vu.
1. Dat van d6
Ngay na\'. si/canh Iranh irong Iinh vifc lai chinh ngan hang ngay cang lang cao, cdc ngan hang khdng ngu'ng nd life sii'dung cac kenh thdnglin de quang cao chii't Iifpng dich \u nham thu hut khach hang (KH) va qudng ba hinh dnh ngan hang. Tu>
cd nhieu sif li/a chpn. nhifng KH gap nhieu lung liing trong tim hieu va chal Ipc thdng tin. chpn ngan hang phu hdp de giao dich. Nhffng nghien ci'fu hien nay tren the'gidi deu khang dinh truyen niieng cd vai trd ra't quan trong trong viec hinh ihanh thdi do va hanh vi cila ngu'di tieu diing.
Nglucn cffu cua Hennig-Thurau \'a cpng sif (2002)
\ac dmh 4 loai Idi ich quan he (Idi ich xa hpi. si/
ddi xiVdac biel, mem tin va si dien) cd tac ddng tdi STM Clia KH Nghien cii'u cua Che-Hui Lien va Clic cpng Slf (2017).\ac nhan stf Ion tai ciia cdc ye'u to ldc dpng ldi STM Ihdng qua gid tri chdc nang
\ a gid tri tifPng trifng cho cac mau long the va hieu qua dieu tie'l ciia cac ldi ich quan he \ e mo'i quan he giQa gid tri chiic nang \a STM Tam trang lich cifc (TTTC) difOc tim lha'\ la yen td'chinh dnh hu'dng den gia iri chiic nang. gia in tifPng tru'ng \ a STNf
Vi vay, iruyen mieng (WOM) Id kenh marketing hieu qud trong dieu kien canh tranh khd'c liet. Do dd, va'n de chd't lifdng dich vu ngan hang va cac ye'u to tac ddng len hieu ii'ng Iruyen mieng ciia KH Id va'n de can quan tam hien nay.
2. Cd sd ly thuye't
STM (WOM) phdn dnh dnh hUdng giiJa ngiftfi giJi va ngUdi nhan ihdng tin vii dii du'de cong nhan la ye'u to' dif bdo quan trong trong viec ra quyet dinh Clia ngUdi tieu dung {Su va cong sif, 2015;
Wang, 2011). Vi vay, cdc doanh nghiep bang cdch siJ dung vd quan Iy STM tich cifc cd the thu hul nhieu KH mdi cd y nghia quan trpng trong sud'l thdi gian hoat dpng kinh doanh. Truyen thong truyen mieng du'de xem lii chia khda quan trong trong viec mang de'n Ipi nhuan.
Trao ddi dich vu di/a tren niem tin bdi vi bdn cha't phi vat the cua cac dich vu tao ra sU khong chac chan va cam nhan rui ro cho ngu'di tieu diing Irong qud Irinh mua va sii dung. Theo Rotter (1967.
irang 651): '"Niem tin du'de dinh nghia nhUmolky vpng cua mpt cd nhan vdi mgt ca nhan khde b^ng nhii'ng van bdn. ti/ ngC. Idi hi/a. hoae bao cdo lil dang tin cay".
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Hinti 1: Mo tiinti de xuat
Ta cd c.ic gia thuyet:
HI: Niem lin cd anh hu'dng tich cifc de'n TTTC;
H5: Nicm tin cd dnh hifdng tich ci/c de'n sif hai liing (SHL).
Slf ket nd'i xd hpi (KNXH) co lien quan tich cifc den cam kct cila KH ve mo'iquan he Berry (1995) cho rdng. si/ ke't no'i gii/a KH va cdc nhan vien cua Ui chiJc cd mifc do cam ke't cao hdn dd'i vdi to chu'c il6. KNXH tap Irung vdo cac md'i quan he hdn \ix hiv'u sua't, nhu'ng KNXH cung cd the dUPc dif kie'n se cd ldc ddng tich ci/c den SHL cua KH. Cdc khdi niem md'i quan he xa hdi nhU thich. khoan dung vd ldn irpng da difpc Iim Iha'y cd dnh hUdng trong viec phat Irien TTTC ciia KH (Goodwin vd Greniler 1996).
Cac gid Ihuyel sau day lien quan de'n KNXH difdc de xuii'l:
H2: KNXK cd dnh hifdng tich cifc de'n TTTC:
H6: KNXH cd dnh hu'dng tich cUc den SHL Slf dd'i ddi ddc biet the hien thdng qua sif hien dien Clia chi phi chuyen doi. Dd lii, khi mot ngan hang cung ca'p them cdc Ioai ldi ich dd'i ddi dac biet (vi du: Lai sua't. chi phi hoae dich vu cu the).
CO lhe ddn de'n tang SHL va TTTC cua KH (Seines. 1993). Song song vdi lap luan ciia Reynold \:i Bealty (1999). su" dd'i dai dac biet cua
mdt ngan hang cd the dupe coi la mdt phan cua hieu sua't djch vu, vd IUdng u'ng. nhi/ng ldi ich nhan dupe ti/ viec dd'i dai dac biet dd se dnh hUdng tich Cifc de'n SHL ciia KH \di dich vu Do dd, gia thuyet du'de difa ra:
H3: Slf dd'i ddi dac biet cd anh hifdng lich cifc den TTTC:
H7: Si/ dd'i dai dac biet cd anh hUdng lich ci/c den SHL.
Nghien cu'u cda Ngu_\en (1956) ve hanh vi the hien sif tdn trong ciia ngifdi Viet Id nidi trong nhu'ng nghien cu'u sdm nhd't chi ra anh hu'dng cila khai niem Ihe dien dd'i vdi hanh vi u'ng xuf trong van hda Viet. Khai niem the dien du'de hieu la si/
lif hao Ciia cd nhan \ e nhifng gia tri xa hoi ma hp cd dupe. Nhien nghien cii'u gan day cung chi ra rdng \iec de cao the dien co anh hUdng Idn den hdnh vi giao tiep ciia ngifdi Viet. Phan tich khdi niem the dien tren cO sd cai tdi trong van hda Viet, la tha'y rang khi cdi idi du'de the hien. nd se cd dnh hifdng tdi tam trang ciing nhU SHL cua KH.
Do do. tac gia du'a ra cac gia thuye't sau:
H4: ST dien cd dnh hu'dng lich ci/c de'n TTTC.
H8: ST dien cd dnh hu'dng lich ci/c de'n SHL Tam trang cua KH bi lac ddng bdi nhieu yeu id': Tu'dnc lac \6'i nhdn \ien. mdi irUdng dich vu
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IAP CHl CONG T M N G
hay vice truyen thdng/quang cao cung dnh hu'dng den tam trang Clia KH khi siJ dung dich vu. TTTC anh hudng tn/c tie'p dcn STM va gian tiep tac dpng de'n STM thdng qua gia tii nhan thu'c.
Do dd. gia thuyet difdc de xuat.
H9: TTTC se cd anh hu'dng tich cu'c den STM Trong thi/c te, cdc nghien cu'u da iim iha\ SHL la yeu to'hang dau (va thu'dng la) trong \iec xdc dinh long trung thanh (Anderson va Fomell 1994:
Rust va Zahorik 1993). Tifdng lif. SHL da difdc xac dinh lii ye'u to' chinh trong viec tao ra hanh \-'i Iruyen mieng Iich ci/c ciia KH (File Cermak vd Prince 1994; Yi 1990). Ti/ dd difa ra gia thuye't:
HIO: SHL cd dnh hUctng tich cifc de'n STM.
3. Phi/tfng phap nghien cii'u
De tai ket hdp phUdng phdp nghien cii'u dinh tinh vd nghien cu'u dinh lu'dng. dtfdc thi/c hien ihdng qua 3 bu'dc chinh:
Bifdc I: Xay difng bang cau hdi sd bp dUdc thifc hien di/a tren phUdng phdp nghien cu'u dinh tinh.
Budc 2: Nghien ci/u dinh lUpng sd bd dUpc ihifc hien vdi ky thuat khaosdt bang bdng cau hdi diing dc sang lpc cdc bie'n quan sjt.
Bifdc 3: Nghien ci/u djnh lu'dng chinh ihi/c vdi phan mem SPSS cho thd'ng ke md ta. danh gid do tin ca\ thang do. kiem dinh cac gia thuyel nghien Cliu.
4. KS't qua nghian cii'u 4.1. Kiem djnh Cronbachs Alpha Ket qua kiem djnh Cronbach's .Alpha cho kci qud: cdc bien C03. SC5. FA3. FA4. S ^2 bj Ioai do CO he so' tifdng quan bien long < 0.3.
Cdc bie'n cdn Iai deu cd he so Cronbach's Alpha < 0.6. Trong dd cao nhat la thang do "STM"
vdi he so Cronbach's .Alpha = 0.905 va tha'p nhai la thang do "Si dien" la 0.645. Cdc bie'n cd mm lien he chat che vdi nhau trong cting khai ni^ni thdnh phan. Cdc bie'n nay se du'de dUa vao phan tich cac bifdc tiep theo.
4.2. Ddnh gid sii phu h0 vd kiem dinh sfiphii h^ cda mo hinh
Mo hinh hoi quy tuyS'n tinh cdc ye'u lu dnh hu'dng de'n TTTC cua KH cd R- dieu chinh = 0.318 cho tha'y dp phti hdp ciia md hinh la 31,8'';. Ndi each khac, cac bie'n ddc lap giai thich dUdc 38,1%
sU bie'n thien ciia bien phu thudc. He .sd' Durbin-
\\'atson = 2.091 nam trong khoang tu" 0 den 4 chi/ng to khdng cd tifdng quan chudi bae nha't trong md hinh. Do dd, khong cd hien tifdng lU IUdng quan. md hinh nghien cu'u thda man cdc dieu kicn danh gia vii kiem djnh dd phu hpp cho viec nil ra cac kel qua nghien ct/u.
Bang 1. He sd xdc djnh c d c y e u to' dnh hudng d e n TTTC
Md hinh R R= 1 R hieu chinh
1 1 0.564a 1 0.318 0.305
Sai so chuan lidc lugng 0-48902
Durbin-Watson [ 2.091 a. Predictors: (Constant). m_FA, m_CO, m_SC, m_STB
1 b Dependent Variable: m_PM
Difa vao ke'i qua d Bang 2. ta thd'y. md hinh hoi quy luye'n Iinh cdc ye'u td'anh hUdngden SHL ciia KH phu hdp vdi tap dC lieu Id 28.9'^f
Bdng 2. He sd x d c djnh c d c y e u td dnh hUdng d e n SHL
R hieu chinh Sai sd chuan tide ludng ' Durbin-Watson [
0.276 2.008
1, Predictors: (Constant), m_FA, m^CO, m_SC, m_STB b. Dependent Vanable: m_SA
\ld liinh hdi quy tuye'n tinh cdc ye'u Id' anh hu'dng de'n STM cua KH phu hpp vdi tap dif lieu la 34 (I'^'c
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IAI CHlNMIGAII IANG-BAD HIEM
Bang 3. He so x d c djnh c d c y e u to dnti hudng d e n STM R
0 588"
R2 0 346
R hieu chinh Sai so chuan uoc lupng Durbin-Watson
0 340 0.63690
a. Predictors' (Constant). m_SA, m_Prvl
2.066
b. DepenrJenl Variable: m_WOM
Cdc bien co gia tri Tolerance deu > 0.0001. chap nhan cac bie'n. Dong thfti. cac he so phona dai phUPng sai VIF cua cac bien trong mo Mnh deu rat nho. co gia tri tif j .203 den 1.493 < 2 chUng lo mo'hlnh hoi quy khong vi pham gia thuye't hien tirdng da cong tuye'n, mo hinh co \' nghia thonn ke. '
Bdng 4. l/dc liJdng he sd hoi quy
M6hlnh
(Constant) m_CO mSC m_STB
m_FA (Constant)
m_CQ ni_SC m_STB m_FA (Constant)
m_PM mSA
chua ch
1.719 -0.035 0.098 0.295 0.227 0 336 0.190 0 178 0.252 0.161 0 477 0.523 0.354
so uan hoa
Std. Error
0.233 0.045 0.043 0.051 0.054 0.298 0.057 0.055 0.065 0069 0.302 0.077 0 062
H^so 1 chuan hoa t
Beta
Trong mo hlnh hoi quy 1 -0.047
0.138 0.363 0.259
7 368 -0.780 ;
2 260 1 5.817 1 4 204 TrDng mo hinh hoi quy 2 0.205
0.201 0.249
1.127 3.338 3 211 3.897 0.137 ! 2.186
Trong mo htnh hoi quy 3 0 392
0.332 1.580 6.768 5 731
Sig.
0.000 0 436 0.025 0.000 0.000 0.261 0 001 0.002 0.000 0.030
0 116 0.000 0.000
Thong ke da c0ng tuyen Tolerance ' VIF
0 879 0 847 0812 0 837
0 T 7 9 ^ 0.847 0 812 0.837
1 138 1 180 1231 1-195
1.138 1.180 1.231 1.195
0.899 1.112 0.899 1 1.112
Gia Ihuyel HI cd he so' Beta chuan hda < 0.
Dieu nay cd nghia niem tin co tac ddng ngu'dc chieu tdi TTTC cua KH. Loai bd gid Ihuye't niiy khdi mo hinh. Cac gid thuyet du'pc tac gia de xua't ban dau cdn iai deu dUpc cha'p nhan.
5. Ket luan
Sau khi thifc hien nghien cu'u. ta tha'y rdng trong cdc \cu Id'anh hUdng tdi TTTC cua KH. .sif dd'i dai dac biel cd anh hifdng manh nha'l. saudd la sTdien
\;i KNXH. Ben canh dd. TTTC cd anh hu'dng miinh tdi STM. phu hdp vdi cdc ke't qua nghien cii'u Infdc dd cua Hennig-Thurau. Thi/c tehien cd rat it de tai nghien cu'u \'e cdc nhan to' anh hu'dng den STIVl ciia KH. dac biet la d Viet Nam vh trong
ITnh VLfc Ngan hang. Vi \ a \ . vdi kel qua nghien ClJu nay. vai tro to ldn cua STM mdt Ian nifa dUPc khang dinh.
Thu' nha't. TTTC cua KH: Yeu to TTTC ciia KH cd md'c Idc ddng cao nha't Ien STM: ([3 = 0.392).
Thifc te'. khi KH dddc dap u'ng cdc nhu cau cd nhan ve giao dich ngan hang hp se cd thai dp tich ci/c vii cd cd \u hudng ddnh gid la hu'u ich va ndi td't vc ngan hang. Cdc danh gia thdng qua Iich su" lif nhu'ng giao dich tnfde dd cua nhdm KH ve thdng tin cung nhif Ihdi dp cua ho dd'i san phd'm dich vu ngan hang se anh hifdng de'n >' dinh giao dich vdi ngan hang cua nguon KH tifdng lai.
Tam irana cua KH bi ldc ddng bdi nhieu yeu
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Bang 5. Ket ludn cdc gia thuyet STT
1 2 3 4 5 6 7 8 9 10
Gia thuyet HI H2 H3 H4 H5 H6 H7 H8 H9 H10
He so Beta chuan hoa -0 047 0.138 0 363 0.259 0.205 0 201 0 249 0137 0 392 0 332
Sig 0 436 0.025 0 000 0.000 0.001 0 002 0.000 0.030 0.000 0.000
Ket qua Loai bo Chap nhan Chap nhan Chap nhan Chap nhan Chap nhan Chap nhan Chap nhan Chap nhan Chap nhan to: lUPng tac \ di nhan vien. mdi tnfdng dich vu hay
\tcc irii\cn thdng/quang cao cung dnh hu'dng den lam Irang cua KH khi su'dung dich vu. NgJn hang can chd trpng hdn niia \do viec quan IV idc dp lan truyen cila nhii'ng Idi iruyen mieng. \ icc quan i\
tot nhiing Idi tniyen mieng tich cUc --c la each hi^u qud de nang cao thiftJng hieu \ a hinh anh ng3n hang. Cdc ngan hang can quan tam den nhifng nhan
\ e t ciia KH nhdm cai ihien lot hdn chat Iupng. san pham. qua do cd the thu hut difdc KH nidi.
Thti hai. sil hai Idng: > cu id SHL cd niiic tac dpng tich cUc thtf 2 len STM (p = 0.33:i. Nen tang cua truyen mieng la trai nghiem ciia ngUdi tieu diing, nd se dat hieu qua cao khi sif tiep xuc giUa KH vdi nhau du'de thie'l lap diia tren SHL ve sdn pham.
Tren thifc le. cd rat nhieu \ eu id khde nhau dnh hifdng den STM trong nganh ngan hang ma cue nghien cilu trudc day da de cap nhu'cac vd'n de moi irUdng (\'an hda. phdp ly), dac diem ngu'di lieu dting. dac diem noi trdi ciia san pham ngan hang. , va nhieu ye'u id khac chifa dUdc xem xel dcn, Nghien ciJu nay mdi chi tap trung lim hieu anh hu'dng cua cdm nhdn \ e niem tin. KNXH, SHL, TTTC Clia KH dnh hu'dng den STM cua hp. Do dd, hu'dng nghien ciIu tiep theo nen xem x^t them nhieu ye'u Id'nu'a ket hdp vdi sif khac biet \iin hda.
\a hpi. dia Iy de xem xel cd kha nang xua't hien yeu id' mdi hay khdng"
rAI LIEL! THVMKHAO:
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Ngay nhSn bai: 7/1/2020
Ngay phiin bi$n danh gia va su'a chiia: 17/1/2020 Ngay chS'p nhan dang bai; 31/1/2020
Tlu'mg lin ldc gid:
1. N<;6 THANH HUYEN Ngan hang TMCP Dai chiing Viet Nam 2. TS. NGUYEN VAN THANH TRl/dNG Trififng Dai hoc Cong nghidp TP. Ho Chi Minh
FACTORS AFFECTING THE CUSTOMES' WORD-OF-MOUTH MARKETING IN BANKING INDUSTRY
• NGO THANH HUYEN Vietnam Public Joint-stock Commercial Bank
• Ph.D NGUYEN VAN THANH TRUONG Industrial University of Ho Chl Minh City
ABSTRACT:
This study is to examine the theory of customer's word-of-mouth marketing in the banking indu.stry and it,s causes in order to assess the impact of factors related to the cuslomers" word-of- mouth marketing on banks. Based on results, this study make some governance implications to help banks promote positive impacts of the customers' word-of-mouth marketing. The smdy is also expected lo help banks improve tlie efficiency of their banking products and ser\'ice quality lo meet the needs of customers, bringing both maximum benefits to banks and customers.
Keywords: Word of mouth, positive mood. bank, product efficiency, sen-ice quality.
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