Nghien cuU cac nhan to anh hu'dng den sir hai long cua khach hang ca nhan doi v6i djch vu cho vay tieu dung tai Vietinbank Blnh Thuan
• * PHAN QUAN VIET*
CHAG NHtTT T A I "
DINH HOANG ANH TGAN"
T d m t a t
Hoat dgng cho vay khdch hdng cd nhdn dang co ldc do tdng trudng mgnh me vd dugc xem nhu Id mdt trong nhffng hudng di chu luc, mang Igi lai nhudn cao ddi vdi tdt cd cdc ngdn hdng thuang mgi. Nghiin cffu van dung mo hinh SERVQUAL vd SERVPERF ke't hop vdi 170 mdu khdo sdt de phdn tich nhdn id dnh hudng den su hdi long cua khdch hdng cd nhdn ddi vdi dich v^ vay tieu ddng tgi Vietinbank Blnh Thudn. Ket qud nghien cffu cho thdy, cd sdu nhdn id diu co tdc dgng de'n sU hdi long cua khdch hdng, mffc do dnh hudng dugc xe'p theo thff tU giam ddn: Su dam bao;
Suddp ffng; Phuang liin hihi hinh; Sucdm thdng; Suiin cay; Gid cd. Tren sdphdn lich, nhom tdc gid di xudt hdm y qudn tri nhdm ndng cao han nffa sU hdi long cda khdch hdng cd nhdn vay tiin tgi Vietinbank Blnh Thuan (Bdi vii'l sff dung cdch vii'l sd thap phdn theo chudn quoc te).
Txi khoa: dich vu, su hdi long, vay lieu diing, khdch hdng cd nhdn, Vietinbank Binh Thudn Summary
Personal loans are growing rapidly and considered as one of the key directions that bring high profits for all commercial banks. This study employs the SERVQUAL and SERVPERF models combined with 170 survey samples to analyze factors affecting individual customers' satisfaction with consumer loan service at Vietinbank Binh Thuan. The results show that all six faclors have an impact on customer satisfaction, arranged in descending order level of influence, which are Assuarance; Responsiveness; Tangible Media; Sympathy; Credibility;
Price. From those findings, the authors propose some governance implications to further improve the satisfaction of individual customers at Vietinbank Binh Thuan (In this article, decimal numbers are written under international standard).
Keywords: service, satisfaction, consumer loans, individual customers, Vietinbank Binh Thuan GlCfl THIEU ra bidn phap quan tri trong bd'i canh hien nay eua
Vietinbank Blnh Thudn, vide tim hieu eae nhan to' Vietinbank Binh Thuan dang phai anh hffdng dd'n sff hai ldng cua khach hang cd nhan canh tranh gay gat d phan khuc khdch ddi vdi dieh vu cho vay tidu dting la can thie't va ed y hdng ed nhan trong hoat dpng cho vay nghia thffc tidn,
tidu dung. Nam 2019, dff nd cho vay cd , ,
nhan tieu dung chi dat Id 2,415 ty ddng, CO SO l \ THUYET VA PHL/ONG PHAP tang trffdng 174 ty ddng - td'c dp giam NGHIEN CLfU
sut rd rdt so vdi 389 ty ddng, ndm 2018.
Rd rdng, day Id mdt tin hieu eho thd'y, Cd sd ly thuyd't
phdn khuc khach hang ca nhan tidu Dich vu ngdn hdng la cac dich yu tdi ehinh md ngan dffng tai Vietinbank Binh Thuan dang hang cung cap cho khach hang nham ddp ffng nhu cau:
bi anh hffdng dang kd'. Deed can cff drfa kinh doanh. sinh boat eude sdng, cd't trff tai san...Qua
•TS., Trffdng Dai hpc Cong nghe TP. H6 Chi Minh ( H a i E C H )
"Vietinbank Binh Thuan
" T h S . , Trrfdng D?i hoc Phan Thiet
Ngdy nhgn bdt: 29/6/2020; Ngdy phdn biin: 21/7/2020; Ngdy duyet ddng: 27/7/2020
HirtH: MO HINH MGHIEM Cflo DE XOAT SU'TIN CAY
S V DAP IJTsIG
d
S U ' D A M B A O SIX C A M T H O N G P H U O M G T l g N H O u H I N Hhi^u
BANG 1: BAMG TOM TAT KET QUA CGOl CGNG COA KIEM DjMH CRONBACH'S ALPHA
NhSntaf
Tiidng quan biirn
Cronbach's Alpha DS^U SU TIN CA V - Cronbach's Aloha = 0.K28
STCl STC2 STC3 STC4
TliiMng hieu ngan liing Vietinbank difOc khach hang lin nhiem
Can bo nhan vien naan hing tSc nahiep Ihanh thao Ngan hang cung cap dich vu cho vay lieu dung dung theo cam ket vi5i khdch hang
Ngan hang luon kip Ih&i thong b^o thdng tin lien quan den khoan vav
0.635 0-617 0.613 0.763
0,791 0.799 0 805 0.733 Sif DAP 0NG - Cronbach's Alnha = 0.893
SDUl SDU2 SDU3 SDU4 SI/DA SDBl SBD2 SBD3 SBD4
Thcfi gian hoan thien khoan vay nhanh chdng Nsan hani! ho Ird va hu'dng dan tich cu'c khi khach hatis can Th&i han khoan vav phCi hdp vdi kha nang_fi;a nd cua khach hang Can bo nhan vien ngan hang phuc vu cong bang vdi ta't ca khdch hane
0.737 0.761 0.735 0.824
0 872 0 862 0 873 0 838 A BAO - Cronbach's Aloha = 0.729
Can bo nhan vien nean hane c6 dao diJc nahe nehien. ti/cach tot Can bo nhan vien ngan hang luon thifc hien dung quy tiinh thu tuc cho vav
Can bo nhan vien nean hilng cd ky ning vd uinh do chuyen mon Naan hana Vietinbank luon bao dam bi mai thdns (in khdch hani:
0 545 0.610 0 429 0.498
0.654 0612 0 716 0 682 SLf CAM THONG - Cronbach's Aloha = 0.784
SCTI SCT2 SCT3 PHUdp PTHHl PTHH2 PTHH3 PTHH4 PTHH5 PTHH6 GlACA GCI Gc:
GC3 GC4 SI/HAI HLl HL2 HL3 HL4
Ngan hane luon cd chinh sdch linh hoai ho trd khdch hane Ngan hang chu dong tiT van dam bao ldi ich cao cho khdch hdns Cdn bO nhan vien nhiet tinh phoi hdp thdo g5, ho ird khi khach hang^ao khd khan
0.587 0.573 0.728
0.751 0.763 0 684 G TIEN Htfu HlNH - Cronbach's Aloha = 0.862
Cdc diem giao dich nam tai vi tri thuan ldi. trung lam Cd s6 vat chS'l hiSn dai. tien nehi
Khons eian U^D khdch ven tmh. gon sane Bai dau xe rong rai, an ninh Bii\i mSu ro rdng, di hieu Can bo nhan vien dona ohuc chuven nehiep
0.655 0.603 0.612 0.677 0.678 0.711
0,839 0-850 0 846 0 835 0 835 0 828 - Cronbach's Aloha = 0.864
Lai ^uat cho vav tieu diing ca nhan hdo iv Cdc bie'u phi dieh vu hdo Iv
Chirdng irinh uXi dai lai suat linh hoai. hao dan Lai sua't dieu chinh diina theo cam kei
0.736 0.737 0-578 0.805
0817 0.816 0.878 0.787 L 6 N G • Cronbach's Alpha = 0.887
Dich vu vay lieu dfmg cd nhan cua ngan hilng dap ihig du'dc nhu cau ciia anh/chi
Anh/chi hdi ldng ve dich vu cho vay neu diing <.a nh.ln ciia Anh/chi se tiep tuc siJ dung dich vu cho vay tieu dimg cd nhan Anh/chi se aidi ihieu ngu'di than si? dung dich vu cho vay lieu duni; ca nhan cua naan hilng
0.694 0 739 0.772 0-808
0-876 0 860 0.847 0.834
dd, ngan hang thu chenh lech lai suat, ty gid hay thu phi tff cac san pham. dich vu.
Cho vay lieu dUng la hoat dong cung cap cic khoan vay cho ca nhan de mua hang hda. djch vu phuc vu cho ciic myc dich tieu diing cQa ca nhan \ a hg gia dinh, phan biet vdi hoat ddng cho vay thi/dng mai nhSm hUdng den muc dich san xuat. kinh doanh.
Suhai long cua khdch hdng la phan iihg cua ngifdi tieu dung dd'i vdi vice di/de dap uiig nhiftig mong mudn (Oliver. 1980);
phu thude vao miJc dp cam giac cua mo^t ngifdi bat nguon tir viec so sanh ket qua thu duoc tOf san pham (hay san li/dng) vdi nhffng ky vpng eua khaeh hang (Philip Kotler va Gary Armstrong, 1996). Theo Spreng va edng si/(1996), si/hai long cua khach hang du'dc xem la nen tang trong khai niem cua marketing vi viec thda man nhu cau va mong ifdc cua khaeh hang.
Parasuraman, ZeithamI va Berry (1988) cho rang, long the hai long cua khach hang cd the Uen quan den danh gia cua hp khdng chi ve cha't lUdng dieh vu, ma edn la dac tru'ng ciia san pham va gid ca. Cha't lirpng dich vu du'pc xem nhU la khoang each giii'a mong ddi ve dieh vu va nhan thu'c cua khaeh hang khi su" dung dich vti (Gronroos, 1984).
Dya tren md hinh SERVQUAL va SERVPERF va ke thiJa cac nghien elJu thu'c nghiem trydc, nghien cu\i nay de xua't md hinh cac nhan td' anh hifdng de'n sy hai Idng cua khdch hang dd'i vdi dich vu tien vay cd nhan tieu diing tai Vietinbank Blnh Thuan bao gom 6 nhan to': (1) Sir tin cay; (2) Sy dap iJng; (3) Sn dam bao; (4) Su ddng cam; (5) Phydng tidn hilu hinh; (6) Gia ca (Hinh).
Phifdng phap nghian cu'u Nghien ciJu su" dung du" lieu sd cap dydc thu thap tii khao sat 170 khach hang ca nhan vay tieu diing tai Vietinbank Binh Thuan trong thdi gian iii 15/8/2019 den 15/02/2020. De danh gia, nhom tac gia sii dung thang do Likert vdi 5 cap dp cho 25 bie'n quan sat do lirdng cac bie'n dpc lap va 4 bien quan sat do lydng bien phy thuoc.
KET QUA NGHIEN CLfU VA THAO LUAN
Danh gia d<k tin cay Cronbac 1 \|pha Ke't qua Bang 1 cho tha'y, • i cay thang do ddi vdi cdc nhan to', j: , ^f tin cay. Sy dap iJng; Sy dam bdo i,',ng cam; PhiTdng ti?n hihj hinh; G . ;,^
30
bao dp tin eay do he so Cronbach's Alpha deu ldn hdn 0.6. Dong thdi, he sd' tUdng quan bie'n tong tha'p nha't cua cae chi bdo trong tijfng nhan to deu ldn hdn 0.3, do dd cdc ehi bao tham gia kiem dinh lan cud'i eiing deu dypc giiJ Iai vi ehung dam bao dp tin cay cua thang do. Day la dieu kien de phan tich nhan to' khdm pha (EFA).
Phan tich EFA cac bi§'n dpc l$p Bang 2 eho thay, 0.5 < KMO = 0.78 < 1, phan tich nhan td'diTdc chap nhan vdi dif heu nghien cilu. Sig. = 0.000 < 0.05 la phu hdp!
Bang 3 cho tha'y, gia tn Eigenvalues = 1.563 > 1 va tong phydng sai trich = 67.447
> 50% cho bie't md hinh EFA la phii hdp.
Nhy vay, 6 nhan td' du'dc trich cd dong 67.447 bien thien cua cac bie'n quan sat.
Phan tich hoi quy tuyd'n tinh Ke't qua phan tich hoi quy (Bang 4) cho tha'y, cac he so' hoi quy d^u cd gia tri du'dng, dieu nay ed nghia rang, cae tde ddng cua bien doc lap cung chieu vdi sif hai long. NghTa la khi tac ddng vao 6 nhan to' eua bid'n doe lap, thi mifc dd hai long cua khach hang ed nhan vay tieu diing cang tang. Tuy nhidn, gia tri mifc y nghTa Sig. = 0.000 < 0,05 la phu hdp.
KET LUAN VA H A M Y QUAN TRj 6 nhan to' gom: Sy lin c^y; Sy ddp ^ng;
Sy dam bao; SU cam thong; Phu'dng tidn hifu hinh; Gid ca deu cd tac ddng de'n siT hai long cua khdch hang; trong dd: tae dpng manh me nha't la nhan td' "Sy dam bao" vdi hd sd' Beta = 0.323, tid'p theo la nhan to' "Sy dap d'ng" vdi Beta = 0.235,
"Phyong lien hiJu hinh" vdi Beta = 0.205,
"Syeam thdng" vdi Beta = 0.184, "Sytin cay" vdi Beta = 0.141 va "Gia ca" vdi Beta = 0.116. Ke't qua thu difdc tiif eupc khao sdt cho thay, diem trung binh cua ca 6 nhdn to' deu 6 mii'C chap nhan dypc (3 - 3.69 diem), khdng cd nhan tdnao dat trung binh ngu'dng 4. Qua dd, phan nao tha'y dypc, tai Vietinbank Binh Thuan, van ehya ed diem dot phat vUdt troi trong vide mang Iai sif hai long cho khach hang, di^u dae biet can thid't trong bd'i canh thi tru'dng canh tranh gdt gao nhy ngay nay.
DiTa trdn kd't qua nghien cu\i, nhdm tdc gia du'a ra mdt so ham y quan trj nhdm giup cai tie'n each thu'c tid'p can khach hanh cd nhan, de nang cao hdn nffa sif hai long cua khach hang ed nhSn vay tien tai Vietinbank Blnh Thuan. nhy sau:
Thff nhd'l, vi ndng cao Sff tin cdy trong dich vu cho vay lieu diing cd nhdn. Can
BAhG 2: HE SO KMO VA KIEM DINH BARTLETT'S CGA BIEN DpC LAP Kiem ffinh KMO va Bartlett's
He so KMO (Kaiser-Meyer-Olkin) Mo hinh kiem tra Bartlett's
Gia tri Chi-Square df
Sig.
.780 2019.634 300 .000
BANG 3: KET QUA EFA VE GIA TR) EIGENVALGES VA TONG PHaONG SAI TRICH CGA c A c BIEN DOC LAP E
S
1 2 3 4 5 6
Gia tri Eigenvalues Tong
6.812 2,684 2.251 1 875 1.678 1.563
%
phulUDK sai 27.249 10 735 9 003 7.498 6.711 6 250
%
Tich luy 27.249 37.985 46.987 54.486 6] 197 67.447
Tdng binh phifdng cua M sStii nhan id difdc tiicti Tong
6.812 2.684 2.251 1.875 1.678 1.563
phiAfog sai 27.249 10.735 9.003 7.498 6.711 6 250
%
Tich liiy 27 249 37 985 46 987 54 486 61 197 67 447
Tong binh phiTOng cua he s^tai nhSn lo xoay diMc trich
Tong 3 628 3 071 2 932 2 767 2 288 2,177
phifdng S31 14,510 12.283 11 727 11 066 9 152 S7I0
%
TIchlfly 14 510 26,793 38.520 49.586 58 738 67 447 BANG 4: KET QGA PHAN TICH HOI QGY
MShinh
'
(Constant) STC SDU SDB SCT PTHH GC
He sdh6i quy chifa chuan hoa B -1 335
186 281 384 202 .282 .128
Sai sdchu^n 335 .075 069 068 061 080 063
He sd hoi quy cho£n hoa
Beta .141 .235 .323 .184 .205 .116
Gia tr t -3.979
^.472 4 087 5 669 3.336 3.539 2.020
MiJc y nghia Sig.
,000 ,015 .000 ,000 001 001 045
Thdng ke da cone tuven Dung sai
.79'' -779 .796 .849 .770 .782
Gid tri VIF 1.262 1.284 1.^57 1.178 1299 1279 ANOVA"
Model 1
Hoi quv Sai sd Tons
Tong binh phu'dng 109 891
71.920 181.811
df 6 153 159
R=
18 315 .470
F 38 963
Sig.
.000''
dao tao va kiem tra danh gia lien tue ddi ngii can bd nhan vien ngan hang trong ta't ca cae cdng viec de boi du'dng va nang cao trinh do chuydn mdn, ky nang tac nghiep thanh thao va tranh sai sdt. Nen to chiJe cac khda hoc tru'c tuyd'n de tie't giam chi phi va giiip edn bd nhan vien cd the chu dong trong gid giac hpe tap vffa cd the can dd'i thdi gian cho cdng viec va gia dinh, nang cao hieu qua dao tao.
Thff hai, ve ndng cao Su dap ffng trong dich vu cho vay lieu ddng cd nhdn. Ddi vdi khach hang vay vd'n, thdi gian hoan thidn khoan vay va giai ngan la mdt trong nhffng yd'u td'ra't difdc quan tam. Vdi dde thii cac khoan vay the' eha'p, can thffe hidn tuan tff eae bffdc kdt hdp ciJng ben thff 3. nhff: ed quan tai nguyen mdi trffdng, phdng cdng chffng de' hoan thien cac thu tuc, Tuy nhidn, ngan hang van cd the rut ngan thdi gian hoan thien khoan vay dffde ne'u ehu trgng tinh gian d mdt so'bffdc lac nghiep. Tru sd chinh can Id chffe thffdng xuyen cac ddt khao sat y kien eua can bd tin dung tac nghiep trffc tid'p de' tie'p thu phan anh hoae ba't cap d
HINH: MO HINH NGHIEM C^G Dfi XGAT SU" T I N C A Y
S V E ) A P U T S I G
S
SIJ' OAPvI BAO S V CATS/I THO>aG PHUONG XieNHO"U HINH T
1-'
HAI SU- 1_<^NG
BAMG 1: BANG TOM TAT KET QGA CGOl CGNG CUA KIEM DINH CRONBACH'S ALPHA
yii^u Nh§nl{f
Ttfcfiig quan bie'n
Cronbach's Alpha n£'u SV TIN CAY - Cronbach's Alnha = 0.828
ITCl rrC2
§TC3 STC4
Thu'dng hieu ngan hang Vieunbank dirdc khach hang lin nhiem
Can bo nhan vien ngan hang tac nghiep thanh thao NgSn hang cung cap dich vu cho vay tieu dQng dung theo cam ket vdi khach hang
NgSn hang luon kip thdi thong b^o thong lin hen quan de'n khoiin vav
0.635 0 617 0.613 0.763
0,791 0 799 0 805 0 733 SD" DAP l^NG - Cronbach's Aloha = 0.893
SDUl SDU2 SDU3 SDU4 SCDAI>
iDBl (BD2 iBD3 iBD4
Th((i plan hoan Ihien khoan vay nhanh chong N!> jii lijne ho trtf va hu'dng dan lich cifc khi khach hane can Th>fi han khoSn vay phii hdp vdi kha nine tra nd cua khach h&ng Can bo nhan vien ngan hang phuc vu cong b^ng vdi lifi ca kh^chhana
0,737 0.761 0 735 0.824
0.872 0.862 0.873 0.838 A BAO - Cronbach's Aloha = 0.729
Can b6 nhan vien nean hanu c6 dao dffc nche nEhiep, tif edch tot Can bo nhan vien ngan hang luon thifc hien diing quy trinh thu tuc cho vav
Can bo nhan vien nsan hane c6 kv nans va irinh do chuven mon Nn.m hane Vietinbank lu6n bao dim bi mat thona tin khSch hane
0.545 0610 0.429 0498
0,654 0.612 0,716 0.682 g / CAM THONG - Cronbach's Alpha = 0.784
iSCTl SCT2 SCT3
Ns'fin ham.' luon co chinh sSch linh hoat ho u-0 khdch hana Ny.m hana chu done tif van dam bao left ich cao cho khach hane Cdn bo nhan vien nhiet tinh phoi hdp thdo g3, h5 trd khi khdch hana edn kho khan
0 587 0 573 0.728
0,751 0,763 0 684 PHlffJNG TIEN HUU HINH - Cronbach's Aloha = 0.862
PTHHl PTHH2 PTHH3 PTHH4 PTHH5 PTHH6 GlkCA GC2 GC3
Cac diem eiao dich nSm Ui vi tri thuan ldi, iruna iam Cd ,sfi vai chSi hien dai. uen nahi
Khona aian tiS'o khdch ven iTnh, eon aane Bai dau xe r6ne rai, an nmh Bieu mau ro rina. de hieu Can bo nhan vien dona ohuc chuven nshiep
0.655 0.603 0,612 0.677 0.678 0.711
0,839 0.850 0.846 0 835 0 835 0 828 - Cronbach's Aloha = 0.864
Lai .suat cho vav tieu dime cd nhan hdp Iv Cac bieu phi dich \ u hdo Iv
Chtfdna irtnh ffu dai lai sua! lmh hoat. hap dan 1 ai sua'l dieu chinh diins theo cam kei
0.736 0.737 0-578 0.805
0.817 0 816 0 878 0,787 SU HAI LONG - Cronbach's Aloha = 0.887
HLl HL2 HL3 HL4
Dich vu vay lieu diing cd nhan cua ng3n hane diip ffng du'dc Anh/chi hai i&ng \e dich vu cho \a> iieu dting ca nhan ciia Anh/chi se tiep mc sil dung dich \ u cho \ j \ lieu dilng ca nhan Anh/chi se gidi thi?u ngif&i than sii: dimg dich \ u cho vay tieu diina ci nhan ciia naan hang
0-694 0.739 0 772 0 808
0.876 0 860 0.847 0.834
do, ngan hang thu chenh Idch lai suai. ty gia hay thu phi iff cac san pham. dich vu.
Cho vay lieu dung IS hoat dong cung cap eae khoan vay cho ea nhan de mua hang hda. dich vu phuc vu cho cac myc dich tidu dung cua ca nhan va hd gia dinh, phan biet vdi hoat ddng cho vay thffdng mai nhSm hffdng den muc dieh san xuat, kmh doanh.
Suhdi ldng cua khdch hdng la phan ffng cua ngffdi tieu dting dd'i vdi viec dffdc dap t&ig nhffng mong mud'n (Oliver, ^1980);
phu thude vao mffc do cam giac cua mgt ngffdi bat nguon tff vide so sanh ke't qui thu dffdc tff san pham {hay san Iffdng) vdi nhffng ky vpng cua khach hang (Philip Kotler va Gary Armstrong, 1996). Theo Spreng va cgng sff (1996), sif hai Idng cua khach hang dffdc xem la nen tang trong khdi nidm eija marketing ve vide thda man nhu cau va mong ffdc cua khach hang.
Parasuraman, ZeithamI va Berry (1988) cho rang, long the hai long cua khach hang cd the lidn quan de'n danh gid cua ho khdng chi ve chat iffdng dich vu, ma con la dac tru^g eua san pham vk gia ca. Chat li/dng dieh vu dffdc xem nhff la khoang each giffa mong ddi v^ dich vu va nhan thffc cua khach hang khi sff dung dich vu (Gronroos, 1984).
Dffa trdn md hinh SERVQUAL va SERVPERF va ke thffa cac nghidn cffu thffc nghiem trffdc, nghidn cffu nay de xuat md hinh cac nhan td' anh hffdng den sff hai long cua khach hang do'i vdi dich vu tien vay ca nhan tieu dijng tai Viednbank Binh Thuan bao gom 6 nhan to': (1) Sff tm cay; (2) Sff dap ffng; (3) Sff dam bao; (4) Sff dong cam; (5) Phffdng tien hffu hinh; (6) Gia ea (Hinh).
Phffdng phap nghidn cifu Nghien cffu sff dung dff lieu sd cap dffdc thu thap tff khao sat 170 khach hang ea nhan vay tieu dimg tai Vietinbank Binh Thuan trong thdi gian tff 15/8/2019 de'n 15/02/2020. De danh gia, nhdm tac gia sff dung thang do Likert vdi 5 cap do cho 25 bid'n quan sat do Iffdng cac bid'n dgc lap vk 4 bie'n quan sat do Iffdng bid'n phu thuge.
KET QUA NGHIEN CLTU VA THAO LUAN
Danh gia dp tin cay Cronba Ket qua Bang I cho tha'>
thang do doi vdi cdc nhan to. L eay; Sff ddp ffng; Sif dam ba cdm; Phffdng lien hifu hinh; (
VIpha
•11 cay
• i f i m idng
30
bSo dp tin cay do he so'Cronbach's Alpha d^u Idn hon 0.6. E>6ng thdi, he so' tffdng quan bid'n tdng tha'p nha't eua cac chi bao trong tffng nhan td'd^u ldn hdn 0.3, do dd cde chi bao tham gia kiem dinh lan cud'i eiing deu dffdc giff lai vi ehiing dam bao dd tin cay eua thang do. Day la dieu kidn d^ phan tich nhan td'kham pha (EFA).
PhSn tich EFA cac bid'n ddc l^p Bang 2 cho thay, 0.5 < KMO = 0.78 < 1, phan tieh nhdn to'dffde ehap nhan vdi dff lieu nghien cffU. Sig. = 0.000 < 0.05 la phu hdp.
Bang 3 cho tha'y, gia tri Eigenvalues - 1.563 > 1 va tong phffdng sai trich - 67.447
> 50% cho bie't mo hinh EFA la phu hdp.
Nhff vay, 6 nhan to' dffdc trich cd dgng 67.447 bien thidn eua ede bid'n quan sat.
PhSn tich h6i quy tuyd'n tinh Ke't qua phan tich hoi quy (Bang 4) cho tha'y, cdc he so' hoi quy deu cd gia tri dffdng, dieu nay cd nghia rang, edc tde ddng cua bie'n ddc lap cung ehieu vdi sff hdi long. NghTa la khi tde dgng vao 6 nhan 16' Clia bie'n doe lap, thi mffc dd hai long cua khdeh hang cd nhSn vay tieu diing cang tang. Tuy nhidn, gia tn mffe y nghia Sig. = 0.000 < 0.05 la phu hdp.
KET LUAN VA H A M Y QUAN TRj 6 nhan td'gom: Sff tin C£ly; Sff dap ffng;
Sff dam bao; Sff cam thdng; Phu'dng tien hffu hinh; Gid ca deu co tac ddng de'n sff hai long cua khach hang; trong dd: tdc dgng manh me nha't la nhan td' "Sff dam bao" vdi he so' Beta = 0.323, tid'p theo la nhan to' "Sff dap ffng" vdi Beta = 0.235,
"Phffdng tien hffu hinh" vdi Beta = 0.205,
"Sffcam thdng" vdi Beta = 0.184, "Sfftin eay" vdi Beta = 0.141 va "Gid ea" vdi Beta = 0.116. Ke't qua diu dffde tff cugc khao sdt cho tha'y, diem trung binh cua cS 6 nhan to' deu d mffe chap nhan dffde (3 - 3.69 diem), khdng ed nhan to'ndo dat trung binh ngffdng 4. Qua dd, phan nao tha'y dffdc, tai Vietinbank Binh Thuan, van chffa cd diem ddt phdt vffdt trdi trong viec mang lai sff hai Idng cho khdch hang, dieu dac bidt can thid't trong bd'i eanh thi trffdng canh tranh gat gao nhff ngay nay.
Dffa tren kd't qua nghidn cuXi, nhdm tde gia dffa ra mgt so ham y quan tri nhim giup cai tie'n each thffc tie'p can khach hanh ca nhan, de nang cao hon nffa sff hai Idng ciia khach hang ca nhan vay tiln tai Vietinbank Blnh Thuan, nhff sau:
Thff nhdt, ve ndng cao Su tin cgy trong dich vu cho vay tieu dung cd nhdn. Can
BANG 2: Hf SO KMO VA KIEM DjNH BARTLETT'S CUA BIEN DQC L^P Ki^m ^nh KMO va Bartlett's
He so KMO (Kai.ser-Mcyer-Olkin)
Mo hinh kiem tra Bartlett's
Gia tn Chi-Square df
Sig
,780 2019,634 300 .000
BANG 3: KET QOA EFA VE GIA TRI EIGENVALGES VA TONG PHtfdNG SAI TRICH CGA c A c BIEN DQC LAP
e
1 2 3 4 5 6
Giii tri Eigenvalues Tgng 6.812 2 684 2 251 1 875 1.678 1.563
%
phifc(n° S3I 27 249 10.735 9.003 7.498 6,711 6.250
%
'Rch luy 27 249 37.985 46.987 54.486 61.197 67.447
Tdng blnh phifdng cua hfi sS tdi nhan td diTilc Erich Tdng
6812 2.684 2.251 1.875 1.678 1.563
phuUng sai 27 249 10 735 9 003 7 498 6.71!
6.250 Tich 10 y
27 249 37,985 46.987 54.486 61.197 67.447
T6ng blnh pbiAAig cua he sd l3i nhSn id xoay duac inch
Tdng 3 628 3.071 2.932 2-767 2 288 2 177
%
phifdng sai 14 510 12 283 11 727 11.066
9,152 8.710
%
Tich my 14 510 26.793 38.520 49.586 58 738 67 447
M6 hinh
1 (Constant) STC SDU SDB SCT PTHH GC
BANG 4: KET QGA PHAN TICH HOI QUY H6 sd hdi quy
B -1.335
186 281 384 202 -,^0 128
Saisdchu^n 335 .075 .069 .068 .061 .080 063
He sdhdi quy chu^n hfia
Beta 141 235 323 184 205 ,116
Giatn t -3.979
2.472 4.087 5,669 3 33f 3.539 2.02(
MiJcJ Sip.
000 ,015 00(1 .000 001 001 .045
Thong kS da cone tuvfiii Dung sai
792 779 796 849 .770 ,782
GidltiVIF 1.262 1.284 1 257 1 178 1 299 i 279 ANOVA'
Model 1
Hoi qu\
Sai sd Tong
Tong binh phu'dng 109 891
71.920 181.811
df 6 153 159
R' 18315
470 F 38.963
SlB.
.000"
dao tao va kiem tra danh gid lidn tuc dpi ngii can bp nhan vien ngan hang trong ta't ca cac cdng vide de boi dffdng va nang cao trinh dp chuyen mdn, ky nang tae nghiep thanh thao va tranh sai sdt. Ndn td chffc cae khda hpc trffe tuye'n de tid't giam chi phi vagiup cdn bp nhdn vien cd the chu dpng trong gid giac hpe tap vffa cd the can do'i thdi gian cho edng viec va gia dinh, nang eao hidu qua dao tao.
Thff hai, vi ndng cao Suddp dng trong dich vu cho vay tiiu diing cd nhdn. Dd'i vdi khdch hang vay vd'n, thdi gian hoan thien khoan vay va giai ngan la mot trong nhffng ye'u to' rat dffde quan tam. Vdi dac thu cdc khoan vay the' cha'p, can thffc hidn tuan tff cde bffdc ke't hdp cung bdn thff 3, nhff: ed quan tai nguyen mdi trffdng, phdng edng chffng de hoan thidn cdc thii tuc.
Tuy nhien, ngan hang vdn cd the riit ngdn thdi gian hoan thidn khoan vay dffdc ne'u chu trpng tinh gian d mpt so'bffdc tac nghiep. Tru sd chinh can to chffc thffdng xuyen cdc ddt khao sdt y kie'n cua cdn bp tin dung tdc nghiep trffc tie'p de' tie'p thu phan dnh hoac bat cap d
khau nao, bieu mlu nao trong quy trinh quan ly va cap tin dung. Tff dd, ngay cang tinh gpn quy tnnh cho vay, Iffde gian bieu mlu, nit ng^n thdi gian tde nghiep h6 sd giay va he thd'ng di ed the sdm nha't hoan thien ho sd vay, giai ngan nguon vd'n can thie't cho khdch hang.
Thff ba. ndng cao Su ddm bdo trong djch vu cho vay lieu dung cd nhdn. Ban lanh dao Ngan hang can trien khai va giam sat thffe hien nghiem ngat cac chi dao ve an toan bao mat thdng tm theo hffdng ddn tff tru sd ehinh, xay dffng cac thuat loan ra sodt email, lich sff truy cdp eua ngffdi diing dinh ky (user), nham sdm phat hien l5 hong bao mat, can bd nhan vidn vi pham quy dinh vd an toan bao mdt thdng tin va dffa ra cac bien phdp xffly kip thdi.
Thff Iff, ve ndng cao Su cdm thong. Lanh dao Vietinbank Binh Thudn cdn quan tam, xay dffng mdt khung quy tdc ffng xuf cua nhan vidn ddi vdi khaeh hang tff each chao hdi dd'n each hffdng dan khach hang.
Cling nhff giao dich vdi khach hang. Dieu nay giup eho khach hang cam tha'y dffde sff an can, chuyen nghiep trong cong tdc dap ffng dich vu the cua ngdn hang.
Ngoai ra, vide ghi nhd ten cua khaeh hang cung la mot trong cac ky ndng, giup cho khdch hang dd'n giao dich earn tha'y dffde ngan hang quan tam vdi tff each Id cd nhan rieng bidt, chff khdng phai dd'i tffdng khdeh hang ehung. Day eung la nhan td' gidp khaeh hang cam nhan dffpc sff ton trpng ma ngdn hang ddnh eho ho va cung giup nang cao sff hai ldng eua ho dd'i vdi ngdn hang.
Thff ndm, ve cdi thiin vd ndng cao Phuang tiin hffu hinh. Vietinbank Binh Thudn can dac bidt chu trong cai thiennhantd'Phffdng tien hffu hinh. O day ed the ke den la trang thie't bi vd may mdc hidn dai, cd s6 vdt chat day
du; kd'de'n la ngoai hinh nhan vien... De dat dffde khdng gian bdn le thu hut ben ngoai, than thien va tien ldi bdn trong cho khach hang, Vietinbank Binh Thuan can md rong, nang ca'p edc mat bdng chuyen dung van phong. Cac dia diem giao dich cffa Vietinbank Binh Thuan can dam bao dieu kien: de bo' tri poster quang cdo, thuan tidn cho chd de xe, cd chd dffiig do xe hdi, cd dien tieh san du rdng de bd' Iri todn bd cac phong ban phuc vu trffc tie'p khach hang.
Thff sdu. vi cdi thiin vd ndng cao nhdn id Gid cd. Lai suat va cac khodn phi lien quan la dieu bat cff khach hdng vay vo'n nao eung quan tam dd'n dau tidn.
Lai sua't eao hay thap anh hffdng trffc tie'p dd'n kha nang tra nd cua khach hang, eung Id yd'u lode dat ra so sdnh lffa ehpn giffa cac ngan hang va cd tae ddng khdng nhd dd'n sff hai tdng cua khach hdng ddi vdi dich vu. So vdi mat b^ng chung cac ngdn hang thffdng mai tai Blnh Thuan, so sanh ve lai sua't cho vay, thi Vietinbank Blnh Thuan nam trong top nhffng ngdn hang cd lai sua't tha'p nha't trdn dia ban;
ngffdc lai, ve lai sua't huy dpng vdn, thi Iai nam tdp eae ngan hdng lai suat huy ddng thd'p nha't, cdn phi dich vu lai tffdng dffdng vdi cae ngdn hang edn Iai. Vi vay, Vietinbank Blnh Thuan can dam bao tinh eanh tranh ve gia de thu hut khdch hang mdi vd giff chan khdch hdng hidn tai.Q
TAI L i e u THAMKHAO _ _ _ _ __ _ 1. Biii Nguyen Hilng va Nguyen Thuy Quynh Loan (2010). Qudn tri chdl luang, Nxb Dai hpc Qudc gia TP. Ho Chi Minh
2. Ld Thanh Canh (2018). Nghien cffu cdc nhdn id dnh hudng den sU hdi ldng cda khdch hdng sff dung dich vu the ATM cua Ngdn hdng TMCP Ngogi thuang - chi nhdnh Binh Thuan, Luan van thac sy, Trffdng Dai hpc Phan Thie't
3. Trin Ngoc Long (2019). Do ludng suhdi long cua khdch hdng ddi vdi chdl lugng dich vu bdo ldnh ciia Ngdn hdng TMCP Dau lU vd Phdi trien Viet Nam - chi nhdnh Binh Thudn, Ludn van thac sy, Trffdng Dai hpc Phan Thie't
4. Gronroos, C. (1984). A service quality model and its marketing implications, European Journal of Marketing. 18(4), 36-44
5. Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research. 17(4), 460-469
6. Parasuraman A., Valarie ZeithamI and Leonard Berry (1985). A Conceptual Model of Service Quahty and Its Implication for Further Research, Journal of Marketing, 49, 41-50
7. Parasuraman. A., ZeithamI, Valarie A., and Berry, Leonard L. (1988). Servqual: A multiple- item scale for measuring consumer perceptino of servicequality. Journal of Retailing. 64( 1), 12-40
8. Philip Kotler and Gary Armstrong (1996). Principles of Marketing, Prentice Hall 9. Spreng. Richard A.. MaeKenzie, Scott B.. and Olshavsky, Richard W.( 1996). An reexamination of the determinants of consumer satisfaction. Journal of Marketing, 60(3), 15-32
10. ZeithamI, V. A., and Bitner, M. J. (20(X)). Services Marketing: Integrating Cusin' ,,^..y^
Across the Firm. 2"'' Edition, McGraw- Hill. Boston
