PHO BIEN KIEN THCTC
V e c h a t l U c f n g d j c h v u t m d u n g t a i V i e t i n b a n k
ThS. DONG TRGNG CHINH Tri/dng D?i hpc Cong nghidp Ha npi
Ket qua khao sat 400 doanh nghifp thdc hifn cac dich vp tin dyng tai Vietinbank cho thSfy, trong 6 ydu td' nghien cdu co 3 yd'u td' anh hddng co y
nghia thd'ng kd dd'n sd hai long cua cac doanh nghidp vdi chd't Idpng dich vu, bao g6m: sd tin edy dich vu, tie'p cdn dich vu va ho sd tin dung. Td kd't qua do, nghidn cdu dd xud't mpt sd' giai phap nhdm cai thidn chd't Idpng dich vu tin dung tai ngdn hang nay.
V
iec nghien ciJu yeu tddnh htfdng ddn stf hai Idng ciia khdch hang dd'i vdi cha't Itfdng tin dung ciia Viednbank se gdp phan quan trpng dong viec tim kiem nhffng giai pbdp hiiu hieu nhdm cai thien chat Iddng dich vu dn dung cua Ngan hdng.MO HINH VA PHl/ONG PHAP NGHIEN CLfU Md hinh ddnh gid cha't IffOng dich vu (Parasuraman,
1994) da dddc phdt trien vd van dung d nhidu linh vde khdc nhau, dong dd cd linh vde dich vu tin dung ngan hdng. Cdc yeu to' dnh hddng den sd hdi ldng eua khdch bdng ve cha't lddng dich vu tin dung, bao gdm: Sff tin cay, thdi dp nhiet tinh cdm thdng, phffdng tien hi?u hinh, sff ddp ffng vd sff dam bao.
Dffa den ndn tdng ly thuyet va cdc md hinh nghien cffu trffdc day, md hinh nghien cffu ve sd bai Idng cua HINH 1. MO HINH NGHIEN CLfU oi XUAT
liai long
; ch^t luQmg tin d^ng
chat Itfdng tin dijng ngan hdng Viednbank dtfdc de xua't dong Hinh 1.
Phddng phdp dong nghien cffu gdm hai giai doan: nghien cffu djnb tinh vd nghien cffu dinh Iffdng. Nghien cffu dinh dnh diing phffdng phdp thdo ludn nhdm de hieu ehinh md hinh vd thiet ke bdng cdu hdi. Nghidn cffu dinh lddng diing bang cau hdi da ddpc hidu chinh dong qud trinh nghidn cffu dinh tinh de thu thap va phan tich sd lidu nham kiem dinh cac gia thuyd't nghidn cffu. Todn bp dff lidu nghidn cffu se ddpc phdn tich bdng plian mem SPSS 16.0.
De do lddng ede khdi nidm nghidn cffu, tdc gia sff dung thang do Likert S mffc dp, vdi 1 la hodn toan khdng ddng f cho den 5 Id hodn todn ddng f.
KET QUA NGHIEN CLfU
Thffc bidn dieu tra 400 mau ddi vdi nhffng khach hdng Id doanh nghidp sff
dung dich vu tin dung cua Viednbank, so' phieu dat ydu cau phan tich Id 368 do mpt sd doanh nghidp khdng cung cap day du thdng tin phiic vu cho mtic tidu nghidn cffu. Alpha de kiem dinh mffc tddng quan Sff dyng jid sd tin cay Cronbach giffa cdc muc hdi. Neu bien quan sdt ndo cd mffc d/dng quan so vdi bien tdng nhd hdn 0.3 se bi loai, ddng tiidi ddm bdo hp so tin edy Idn hdn 0.6. Trong kdt qud kidm dinh dp tin edy ciia cdc bien quan
58 Kinht*'v., nuhio
sdt cho thdy, chi c6 bien H0S0TD5 c6 he sd ti/Ong quan bien tdng nhd bOn 0.3 ndn hi loai. Td't cd cdc bien cdn lai deu d^it y6u cau de thifc hien phan tich nhan td khdm phd.
Phdri tfch nhan td khdm phd difOc siir dyng de kiem dinh gid tri cdc khdi niem ciia thang do. Trong phdn tich khdm pha, kdt qud cd 4 nhan td diTOc rut ra vdi tdng phifdng sai dich bang 52,33%. Cac dianh phin cd he sd chuydn tdi nhan td dat ydu cdu (> 0.5). Hd sd KMO = 0.827; mdc y nghTa Sig. = 0.000 cho tha'y phan tich nhdn td Id thich hdp, do vdy cdc bid'n cd tiidng quan vdi nhau vd thda man didu ki^n dong phdn tich nhan to.
Kd't qud ddc Iddng md binb cbo tha'y, b0 dir hgu da gidi thich dddc 37,90% sd bidn thien cua bid'n sd nghidn cdu ve sd hdi ldng cua khdch hdng vdi cha't lddng djch vu tin dung cua Vietinbank. Trong dd, hdu hd't cdc bid'n gidi thich deu cd da'u nhddif dodn, ba dong sdu bid'n so' nghien ciiu cd f nghia tiidng kd d mdc y nghTa 1- 5%. Cdc yd'u td dnh hddng tdi sd hai long ciia khdch hdng ddi vdi dich vu tin dung t£ii Vietinbank, bao gdm: TINCADV, TCANDV VA HOSOTD. Trong dd, yd'u tdTCANDV dnh hddng manh nha't dd'n sd hdi ldng cua khdch hdng ddi vdi chd't lddng dich vu tm dung ciia ngdn hdng ndy.
MOT S6'KII'N NGH!
Kd't qud nghidn cdu cho thd'y, mpt so ydu td dnh hddng tdi sd hdi ldng ciia cdc doanh nghidp ddi vdi chd't lddng dich vu ciSa Vietinbank, bao gdm: Sd tin cay djch vy, tid'p cdn djch vu vd hd sd tin dung. Dd nang cao hdn niia chd't Idpng djch vy tin dung cua Vietinbank cdn tap trung
gidi quyd't nhu'ng va'n de cd bdn, dd la:
TM nhdt, can nang cao binh anh thddng hidu ciia Vietinbank de khach hdng ludn cd tiiidn cam ddi vdi cac djch vu cua ngan hang.
Kd't qua nghien cdu cung chi ra rang, tai Vietinbank yd'u to' dd tin cay cd mdc do anh hddng ldn nha't dd'n sd hdi long ciia khdch hdng ve chat lddng djch vu tin dung, ddng thdi cung la yd'u td dddc khdch hang mong dOi va ddnh gid rat cao dong cdc yd'u to' tdc dong dnh hddng dd'n sd hai long ciia khdch hang. Ngan hang vdi hinh dnh va thddng hieu cao se tao dddc niem tin cua khdch hang. Dd'i vdi Vietinbank, de nang cao hinh anh thddng hidu cdn thdc hidn cdc giai phdp sau:
(i) Cd tidu chi vd tieu chuan khi chpn Ida vj di thdnh lap chi nhdnh, phdng giao djch de dam bao vj di kinh doanh thuan lpi, ddp ufng ddpc cdc ydu cdu ddt ra;
(ii) iTu tidn mua da't xay try sd thay vi thud ndu dieu kidn tai chinh cbo phep de dam bao tinh chd dpng va dn dinh dong vide dang bi cd sd vdt cha't cho ngan hang;
(ui) Tidn nghi phuc vu cho khdch hang chda ddpc ddnh gid eao nen can tiep tuc hodn thidn.
BANG: KET QUA PHAM TICH HOI QUI VE YEU TO ANH HddNG TCJl MC/C DO HAI LONG VE CHAT LPONG
D!CH VU TIN DUNG CUA NGAN HANG VIETINBANK T§n bi^n Kihi$u H^sdbdiqni Gia tri thdng ke T§n bi^n Kihi$u
Beta t 1 Sig.
Hang sd (Constant) sm 1.000
PhiTdng tien hiJu hinh FTHUUH .024 .578 564 Stf tin cay dich vu TINCADV 141 3 434 001 Thai dp nhifit tinh NHIETIN .053 1.280 .201 Tiep can dich vu TCANDV .590 14.339 .000 Sir dam hio dich vu DABDVU .054 1.306 .192 Ho sd tin dung HOSOTD .120 2.919 .004 Chi sdR^ R Square .389
Chi sd R- dieu chlnh Adjusted R
Square .379
Thong ke F F(Sig) 38.265
Durbin-Watson DW 1.932
l\gu6n: Tilth wuniu-.
Economy und Forecast Review 59
PHO BIEN KIEN THCTC
Thd hai, nang cao nSng lpc doi vdi ddi ngu cdn bp, nban vidn cua Vietinbank.
Trong ngdnb dicb vu, cbat ItfOng dicb vu dtfOc quydt dinb pban ldn bdi yd'u td con ngtfdi. Con ngtfdi cd ndng Itfc, cd trinb dp cbuydn mdn vd kinb ngbidm, cd tbdi dp ldm vide cbuydn ngbidp se tao dtfdc dp tin nbidm ciia kbdcb hdng, ttf dd ldm cho khdch hdng ludn ydn tdm, thod man khi giao dicb. De tid'p tuc phdt buy nhtfng gi da dat dtfpc, Vietinbank can trien khai thdc hidn nhiJng gidi phdp cu the sau:
(i) Chinh sdch tiiu hut ngddi gidi, ngtfdi cd tdi, ngtfdi cd ndng ltfe ve boat dpng dich vu ngdn hdng ttf cdc ngan hdng khdc, cdc ngdnh khdc vd cdc trtfdng dai bpc;
(ii) Chinh sdch dai ngd, bd tri vd IdU dung nbdn stf gidi, cd kinh nghidm ldm vide, tao dieu kidn phdt huy td't chuydn mdn vd khdng khi ldm vide dong ddn vi;
(iii) Thud cbuydn gia ntfdc ngodi dong Hnh vtfc dich vu ngan hdng ve ldm vide...
Thii ba, da da dang hda cdc sdn pham tfn dung vd khdng ngtfng cdi tiiidn chd't Itfpng dicb vu ngan bdng.
Thtfc td, chd't Itfpng dich vu tin dung cua Vietinbank da tao dtfpc uy tin nhat dinh. Tuy nhidn, van cdn nhieu ba't cap, dd Id: Tinh da dang cda cdc sdn phim khde, nhtf: nhdm sdn phim tin dung ed nhdn, nhdm sdn phim thanh todn qudc td chtfa dtfpc quan tdm dung mtfc, cho vay tidu dilng cdn ban chd. Bp phan thanh todn qudc te tai cdc chi nhdnh chtfa dtfpc thdnh lap vd boat ddng bdi bdn, ndn khd phdt dien doanh sd thanh todn qudc td. Ve phi giao dich, cdc dich vu cham sdc khdch bdng, chinh sdch qua tdng khuyd'n mai cung chtfa dtfpc ddnh gid eao, vdi he sd'chd't Itfpng cdn tiia'p. Vi vdy, can quan tam gidi quyd't nhtfng vd'n dd sau:
(i) Ra sodt lai danh muc cdc sdn phim dang trien khai tai Vietmbank vd didu chinh ede tiid Id san phim cho phii hdp vdi thtfc td kinh doanh tai cdc ddn vi; (ii) Xem xdt, xay dtfng lai bieu phi dicb vu cho phd bpp dd khuyd'n khich khdch hdng dd'n chuyen tidn vd thtfc hidn cdc giao dich khde, nhtf: bdo lanh, chtfng minh ndng ltfe tai chinh... (iii) Can thd'ng nha't chinh sdcb qud tdng khdch hdng vd cd bidn phdp kidm sodt edng tdc trien khai thtfc hidn tdng qud tai cdc chi nhdnh, ddm bdo cdng tdc qua tdng ed hidu qud, khuyen khich vd giff chdn dtfpc khdch hdng dd'n giao dicb.
TAIUf U THAM KHAO .
ThUtU, phdt didn mang Itfdi giao dich cua Vietinbank.
Kdt qud nghien ctfu cho tiia'y, mang Itfdi giao dich ciia Vietinbank cdn yd'u, chi tdp trung d mpt sd thdnh phd ldn, do vay vide tid'p edn cdc dich vu ciia ngdn hang dd'i vdi khdch hdng cdn nhidu ban che. De phdt trien mang Iddi giao dich, mdt sd gidi phdp trddc mat cd thd thtfc hidn, dd Id:
(i) Phdt dien mang Itfdi giao dich vd mang Itfdi ATM ddn cdc tinh, thdnh vd cap huyen ddn cd ntfdc;
(ii) Giao kd hoach cu thd dong cdng tdc phdt tridn mang Itfdi giao dich cda tiftig chi nhdnh vd Phdng phdt tridn mang Itfdi tai Hdi sd. Ydu ciu phdt tiidn mang Itfdi phdi ddm bdo dung quy hoach vd dat tien dp de ra;
(iii) Trang bi tiidm hd tiid'ng mdy ATM, mdy POS cho cdc ddn vi.
Thit nam, cdi cdch tiiii tuc hdnh cbinb ddi vdi dicb vu tfn dung dd gidm phidn ha vd thdi gian thtfc hidn cua khdch hdng.
Kdt qud nghidn ctfu eho tha'y, cdc thd tuc bdnh chinh ddi vdi dich vu tin dung cda Vietinbank hidn nay cdn gay nhidu phidn hd cho khdch bdng. Mudn gidi quyd't dtfpc van de ndy, Vietinbank ein tdp trung gidi quyet tdt cdc vd'n dd cd bdn, dd Id:
(i) Gidm bdt cdc gia'y td vd tiiu die Udn quan dd'n vipc cung cd'p dich vu tfn dung... ddm bdo ddn gidn hda, minh bach hda cdc quy dinh Udn quan, nhd thu tuc vay, thu tuc thtfc hidn dich vu thd, ciing nhtf ede cdng doan khdc cua ngan hdng; (U) Cin dtfa ra quy trinh, cdc bdng bieu, bieu mau thtfc hidn ldn website cda Ngan hdng de mpi khdch hdng cd tiid truy cap ndm bdt thdng tin, kd khai thtfc hidn. Didu ndy se gdp phin tfch ctfc dong vipc tao didu kidn tiiudn lpi cho khdch hdng ve tiidi gian thtfc hidn cdc dich vu tai Ngdn hdng.Q
1. Pham Hdng Manh, Ha Thi Thidu Dao (2010). Cdc yeu td anh htfdng tdi S dinh sff dung dich vu tfn dung vdn vay chmh tiitfc tai ngan hdng ddi vdi bp ngff dan ven bien tai tinh Khdnh Hda. Tgp chi Ndng nghigp vd Phdt triin Ndng thdn, sd 18, tt. 27 - 32.
2. Trffdng Quang Thinh, Nguyen Vdn Ngpc (2009). Do Iffdng stf hdi ldng khdch bdng ddi vdi chit Itfpng dich vu ngan hdng. Tgp chi Cdng nghg Ngdn hdng, s643, tt. 31 - 38.
3. Parasuraman (1994). Reassessment of expectations as a comparison standard on measuring service quaUty: impUcations for further research. Journal of Marketing, Vol. 58 (1), pp. 111-24.
4. Ugur Yavas and Martin Benkenstem (2007). Service quaUty assessment: a comparison of
Turkish and German bank customers. Cross Cultural Management: An International Journal, 11,2, 161-168.
60 Kinh t<f v& Dix bio
