NGHIEN Cdu & TRAD DOI
XAY DlfNG THANG DO CHAT Ll/GfNG DjCH VU TRONG LINH VlTC NGAN HANG
PGS. TS. TRLfONG BA THANH & TS. LE VAN HUY*
1. Gidi tlii$u
Khi dp lUc canh tranh ngay mgt gia tang, viec cung cap he thdng chdt lugng dich vu phu hop vdi nhu ciu cua khdch hdng duge xem nhU Id mgt trong nhdng cdch thdc tao lap Igi the canh tranh b i n vdng. Ben canh dd, viec do ludng, qudn ly vd phdt trien chd't lugng dich vu Id mgt trong nhdng ndi dung trgng tdm cua chien lugc phdt trien dich vu ngdn hdng VN den ndm 2010, va Id mgt phuong thdc de ede ngan hdng gia tdng vi the cua minh trong qud trinh kinh doanh. ThUe te tai VN, nhilu nghien cdu dd d l cap den van dl chat lugng dich vu, tuy nhien, Idm the ndo ed ddge mgt thang do dUa tren nhdng nghien edu hdn lam tren the gidi vd dilu kien thuc t l tai VN, lam co sd cho viec t r i l n khai nghien cdu, xdy dUng chd't lugng dich vu trong linh vUe ngan hdng Id mgt van d l c i n thiet. Bdi viet se gidi thieu so luge nhdng quan diem khde nhau vl chat lugng dich vu, thang do chat lugng dich vu vd trien khai cdc bUde nham xdy dung thang do chat lugng dich vu trong linh vUc ngdn hdng tai VN.
2.Ctfsdl^tliiiyet
Co nhilu dinh nghia khde nhau vl chat lugng dich vu, theo Parasuraman vd cdng sU (1988),
"Chd't lugng dich vu la khoang cdch gida sU mong dgi vl dich vu eua khdch hdng vd nhdn thdc cua hg khi dd sd dung qua dich vu" hay "Chat lugng dich vu Id nhdng ddnh gid cua khdch hdng v l nhdng diem trdi cua thUe the, nd Id mdt dang eua thdi do vd Id ket qua td viec so sdnh sU mong dgi vd nhan thdc v l sU thUe hien md hg n h a n duge"
(Zeithaml, 1987). Nhilu nhd nghien cdu dd d l xua't cdng cu de ddnh gid chd't lugng dich vu nhu SERVQUAL - SERVice QUALity (Parasuraman vd cdng su, 1988), SERVPERF - SERVice PER- Formanee (Cronin vd Taylor, 1992)... Cd hai trUdng phdi lien quan de'n chat lugng dich vu gdm:
- TrUdng phai Bac Au dUa t r e n mo hinh hai bie'n so' Nordic (Gronroos, 1984) coi chat lUOng dich vu bao gdm chd't lugng ki thuat va chat lugng
chdc nang. Chat lugng kl thuat lien quan den nhdng gi dUge phuc vu (bay la nhdng gid tri md khach hang thdc sU n b a n duge td dich vu doanh nghiep cung cap) va chat lugng chdc ndng noi d i n chung dugc phue vu nhu the nao (bay Id phuong tbde phdn pho'i). Nhdng phe binh tap trung vao md hinh nay do la nd khong eung cap sU giai thich vl cdch thdc do ludng nhdng khia canh khde nhau eua chat lUong dich vu, ddc biet la "chat lugng ky thuat". Cac nha nghien cdu phai phat t r i l n thang do ludng rieng de do ludng "chat lugng ky thuat"
va nhdng bie'n quan sdt (items) duge sd dung mgt cdch khac nhau trong eac nghien cdu. Do vay, khong mang tinh ddng nhd't trong cdc biln quan sdt cua thang do.
- TrUdng phai My dUa tren mo hinh SERVQUAL vdi 5 bien so' (Parasuraman vd cgng sU, 1988) chat lUOng dich vu bao gdm nhdng mong dgi vd t r i i nghiem cua khdch hang vl nhdng khia canh: (1) hdu hinh, (2) ddng tin eay, (3) ddp dng, (4) sU bdo d i m , vd (5) sU ddng cam ve dich vu nhdn dugc. Nhdng ngUdi theo trudng phdi Nordic phe binh mo hinh ndy d vd'n d l nd chi noi de'n
"chat lugng chdc nang" md khong dl cap den
"chat lugng ky thuat". Tuy nhien, mgt sd nghien edu dd ung bg SERVQUAL vdi lap luan rdng viec do ludng "chd't lugng ky thuat" da bao hdm trong cdc biln sd "tinh ddng tin cay", "nang lUc phuc vu"
vd "an toan".
Trong khudn khd tranh cai vl md hinh vd each thdc do ludng duge Parasuraman va cgng sU (1988) dUa ra, Cronin vd Taylor (1992) phdt bilu rang chat lugng dich vu ed the dugc khdi qudt tUong tu nhu mgt quan diem, thdi do. Hg cdng bd' md hinh ehi dl cap den sU thdc hien (Performance) thay vi
"sU thUe hien trd di mong dgi" (nhu SERVQUAL) d l do ludng chat lugng dich vu ggi la thang do SERVPERF. Thuat ngd "do lUdng sU thUc hien"
dm ehi viec do lUdng chd't lugng dich vu chi dua tren cam nhan cua khach hang vl su thUc hien cua nhd eung cap dich vu. Khi thiet lap thang do SERVPERF, Cronin va Taylor (1992) sd dung
1990
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NGHIEN Cufu & TRAO DOI
nhdng thudc tinh chat lugng dich vu cua SERVQUAL nhung loai bd phan "mong dgi".
Nghien cdu nay trieii khai tren co sd cdc phdt bilu ciia Parasuraman vd cgng sU (1988), ket hgp vdi dilu kien thUe te tai VN nhUng chi nghien cdu ddnh gid sU thdc hien (theo thang do SERVPERF) eua Cronin vd Taylor (1992).
3. PliiAAig pliap ngliien cihi va phan tich ket qua
3.1 Nghien cUu sa bg dinh tinh
Nghien cdu duge trien khai t r e n co sd ede bien quan sat eua thang do SERVQUAL, k i t hop vdi phdng van tay ddi (in-depth interviews) vdi 9 chuyen gia trong linh vUc ngan hang nham dl xuat cdc phdt bilu cua thang do.
Sau khi k h i o sat ly thuyet cua Parasuraman vd cgng sU (1988) va mgt sd^ cdc nghien cdu v l chat lugng dich vu trong ngdnh ngan hang dUa tren thang SERVQUAL hoac SERVPERF nhU:
James (1990), Angur va cgng sU, 1999; Bahia va Nantel, 1998; Allred va Addams, 2000, James (2005), Mushtaq (2005), Lotfollah va cgng sU (2006), Ugur vd Martin (2007)... nhdm nghien cdu da hinh thdnh danh muc cdc phdt bilu lam co sd eho phdng van tay ddi. Qua trao ddi, cdc chuyen gia cho rang khi ma ngay cdng nhilu cac ngan hang ra ddi vd phdt trien thi "danh tieng" eua ngan hang can duge xem xet, dilu nay tUOng tU nhu thanh phan "danh tieng" dugc d l nghi bdi Groonroos (1982), Bahia vd Nantel (2000) vd
"danh tiing" se thuoc bien sd "ndng lUc phue vu"
trong mo hinh SERQUAL. Ddng thdi, cdc bie'n quan sat "tinb rgng khdp cua mang lUdi cdc chi nhdnh", "mang lUdi may rut t i l n tU ddng (ATM)"
cung dugc dl xua't trong mo hinh nghien edu thong qua y k i l n eua cac chuyen gia. Ylu td ndy cung da duge dl cap trong 31 bien quan sat dugc dUa ra bdi Bahia vd Nantel (2000). Tren thUc te, cac ngdn hdng canh tranh nhau khong chi tren phuong dien lai suit, ndng cao trinh do, nang lUe eiia nban vien ma trong dieu kien hien nay, khi ma yeu to phdn phoi vd eong nghe dong vai tro mang tinh quylt dinh trong k i t qua kinh doanh thi chat luong dich vu con dUa tren hinh thdc canh tranh md rgng mang lUdi, hai ye'u to nay thuge bien sd "tinh ddng cam" trong mo hinh 5 bien sd cua Parasuraman vd cong sU (1988). Ben canh do, hai bien sd Id "cung cap dich vu dung nhU cam k i t vdo dung thdi gian" vd "cung cap dich vu dung vdo
thdi dilm md cong ty cam k i t " se ddge hieu ehinh lai; vd thay vdo do Id hai bie'n sd "eung cap dich vu dung nhu cam ket" vd "cung cap dich vu dung vdo thdi dilm md ngdn hdng cam kit". Qua nghien cdu so bg dinh tinh, cd 28 bien quan sdt dd duge de nghi (cd the tham k h i o Bang 6 vd phan ghi chu d cudi BIng) vd sd dung de do lUdng
"sU thUe hien - Perfomance" chd't lugng dich vu (SERVPERF), bang cau hdi dd duge xdy dUng tren cd sd sd dung thang Likert (7 lUa chgn).
3.2 Nghien cUu sg bg dinh lUang
Nghien cufu so bd dinh lugng dugc thUe hien vdi 500 ddp vien bang phuong phdp phdng van trUe t i l p (do cdc sinh vien dai hgc ngdnh Marketing, thuge trUdng Dai hgc Kinh te - Dai hgc Dd Ndng thUe hien), sd^ phie'u hgp Ie dugc sd dung de phan tich la 432. Nghien edu da tien hdnh kiem tra do tin cay Cronbach Alpha vd phdn tich nhan td kham phd (Explore Factor Analysis - EFA) bang SPSS 16.0.
Qua qua trinh phdn tich he sd' tin cdy Cron- bach Alpha cho tdng bie'n so t i l m an (Latent Vari- able), k i t qui cho tha'y, khong cd bien sd quan sdt nao cd tUong quan bie'n tdng nhd hon 0,3 vd cdc he sd Cronbach Alpha l l n lugt Id: Hdu hinh (HH)=0,699; tin eay (TC)=0,753; ddp dng (DU)=0,765; dam bao (DB)=0,832 vd ddng d m (DC)=0,806 d i u ldn hon 0,6. Phdn tich nhdn td k h a m phd (EFA), bang phuong phdp Principal Axis Factoring, vdi phep quay Promax vd Eigen- value > 1 cho td't cd cdc khdi niem (Concepts) ta cd KMO=0,917 >0,5 vd Sig=0,000 > 0,05. NhUvdy, CO t h i khang dinh dd lieu du do tin eay d l thUe hien phdn tich nhdn td' khdm phd. K i t qua phdn tieh n h a n to' khdm pha eho phep khang dinh so nhdn td trich dugc Id 6 (vi co 6 nhdn to cd gid tri Eigenvalue > 1) (Hair vd cdng sU, 2009).
3.3 Nghien cUu chinh thUc dinh lUgng Nghien cdu chinh thdc dinh lugng dugc thUc hien dUa t r e n mau co do Idn 1.400, qud trinh phdng van cua nghien cdu chinb thdc dinh lugng dugc thUe hien bdi cdc sinh vien cao hgc ngdnh quan tri kinh doanh (khoa 2008 vd 2009) cua TrUdng Dai bgc Kinh te - Dai hgc Dd Ndng. Thdi gian thu thdp dd lieu td thang 10/2009 de'n thdng 12/2009. Sd bang edu hdi thu vl Id 1.214, tuy nhien, mgt sd bang cdu hdi khong ddp dng nhu cdu do bi thieu thong tin da dugc loai bd, eudi eung CO 1.134 bang cdu hdi dugc sd dung eho qud trinh phdn tich. Mgt sd thdng tin v l mdu nhu sau:
NGHIEN Cufu & TRAO D O I
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Ngan hang Quan Dgi Ngan hang Hang hai
Tong
So lUdng 244 165 303 155 54 71 70 72 1.134
T y l e phan tram
21,51 14,55 26,71 13,66 4,76 6,26 6,17 6,34 100
B l n g 3. Thong ti ngan h
n ve tinh hinh giao djch vdi ang cua dap vien
Trong tdng sd' 1.134 ngUdi k h i o sdt thi ed 525 nam vd 609 nd vd trong 5 nhdm tudi dugc chgn d l phdng vd'n thi nhom tuoi td 18-25 chiem 40,7% tdng sd mdu khao sdt, ddng thdi, chie'm ty le 27,7% thuge la nhom tudi 25-35.
Bang 2. Dac diem nhan khau hgc cua dap vien Dac diem
Gidi ti'nh Nam NO Dg tuoi 1 8 - 2 5 2 5 - 3 5 3 5 - 4 5 4 5 - 5 5 5 5 - 6 5
Sd lugng
525 609
461 314 136 115 108
Ty Ig (%)
46,3 53,7
40,7 27,7 12,0 10,1 9,5
Vl nghi nghiep, da p h i n ngUdi dugc phdng vd'n la CB-CNV vdi 426 ngUdi chiem 37,6% tdng sd mau khdo sdt duge. Sd di so' ngudi dugc phdng van tap trung vdo dd'i tugng CB-CNV, vi day Id do'i tugng ldm viec trong eae co quan cd thuc hien viee chi t r i luong qua tdi k h o i n the ATM, nen dl dang trong viec lien he phdng van vdi cdc co quan. Vl t n n h do hgc van, da phan, ngUdi duge phdng van cd trinh do dai hgc (215 ngUdi chiem 51,4%) vd nhdm cd trinh do THCN-CD chiem 21,3%. Vl thu nhap cua dd'i tugng duge phdng vd'n thi eao nha't Id nhdm td 1 trieu den dUdi 2 trieu vdi 27,4% Ida chgn vd td 2-3 trieu vdi 25,8%. Thdng tin vl thdi gian sd dung, ede dich vu thudng sd dung vd mdc do thudng xuyen cdc dich vu cho tai Bang 3:
Thong tin lien quan Thdi gian sCidung Dudi 1 nam 1- 2 nam 2 - 3 nam 3 nam trd len MUc dg thudng xuyen / t h a n g DUdi 2 lan 3 - 5 lan 6 - 9 lan 10 lan trd len Cac san pham djch vu Sli dung
Tien giiJ tiet kiem Tien gdi thanh toan Chi tra kieu hdi Chuyen, nhan tien The ATM
Tin dung ca nhdn
Tan sua't xuat hien
198 492 265 179
327 593 157 57
Ty le (%)
17,5 43,4 23,4 15,8
28,0 52,3 13,8 5,0
574 88 181 243 742 209
Nghien cdu da sd dung phuong phap phan tich nhdn td khdm phd (EFA) vd phdn tieh nhdn td khang dinh nham ddnh gid thang do chat lugng dich vu trong linh vUc ngdn hang thay cho phuOng phdp MTMM trong quy trinh cua Churchill (1979).
Trong phan phdn tich n h a n td khdm pbd, bang phuong phdp trich Principal Component, phep quay Varimax, k i t qui cho tha'y ba bien quan sdt Id DB4 (Thu tue thUe hien giao dich don gian), DC5 (Ngdn hang lay lgi Ich cua khach hang ldm dilu tdm niem) va DU2 (Nhan vien tao duge sU tin cay do'i vdi khach hdng) cd he sd t i i nhan td' nhd hon 0,5 vd dd bi loai (Hair va cgng sU, 2009).
Sau khi loai eac b i l n DB4, DC5, DU2, thue bien lai qua trinh phan tich n h a n td' vdi 25 biln, ket qui cho tha'y KMO=0,898 vd sig.=0,000 <0,05 nen ta cd the khang dinh dd lieu phu hop de thUc bien phan tich nhdn to'. TU ket qui tdng pbUong trich CO the khang dinb rang, tdn tai 6 nhdn td. Ma trdn t h i hien mo'i quan he gida cac bien vdi ede nhdn td ehinh nhu sau:
NGHIEN Cufu & TRAO DOI
Bang 4. Ma tran nhan t d chinh sau khi xoay varimax (Rotated Component Matrix)
Bien DC1 DC4 DC2 DC3 DU5 DU3 DU4 DB2 DBS DB1 DB3 DB6 TC3 DB7 TC4 TC5 DUI HH1 HH3 HH2 TC2 HH4 T C I DC6 DC7 Eigen- value Ph.sai
trich
Thanh phan (Component) 1
0,717 0,704 0,669 0,667 0,653 0,607 0,531
9,16 35,232
2
0,842 0,782 0,766 0,648 0,515
2,019 7,767
3
0,613 0,559 0,521 0,514 0,502
1,668 6,416
4
0,888 0,853 0,558
1,351 5,197
5
0,699 0,682 0,626
1,205 4,634
6
0,804 0,801 1,003 3,858
Dat ten cdc nhdn to': Thong qua phdn tich EFA, CO t h i n h a n tha'y r i n g co 6 t b a n h phan (Component) hinh t b a n b td 25 bien (eo 3 bien da bi loai do eo gia tri tuyet dd^i eua he so tai nhdn td nhd hon 0,5). Thdnh phan "dap dng" da gop ciing thanh phan "ddng cam" va binh thanh them 2 tbanh phan mdi. Can cd vao k i t qua EFA, co t h i dat ten cac thanh phan nhU sau: (1) Thdnh phan ddng cam vd dap dng (DCI) (gdm: DCl, DC4,
DC2, DC3, DU5, DU3, DU4); (2) thdnh p h i n d i m bao (DB) (gdm: DB2, DBS, DBl, DB3, DB6); (3) thdnh phan tin cdy ve qud trinh eung cap dich vu (TCI) (gdm: TC3, DB7, TC4, TC5, DUD; (4) thdnh p h i n hdu hinh (HH) (gom: H H l , HH2, HH3); (5) thdnh phan tin cay v l Idi hda dd'i vdi khdch hdng (TCII) (ddy Id mgt phan cua bie'n sd tin cay tdch ra, gdm eac biln: TC2, TCI, HH4); va (6) thanh phan mang lUdi chi nhanh vd ATM (DCII) (day la mdt p h i n cua bien sd ddng e l m t i c h ra, gdm: cdc bien sd DC6 va DC7).
De ddnh gid thang do bang phdn tieh nhdn td khang dinh (Confirmation Factor Analysis - CFA), nhom nghien cdu da sd dung cdc chi tieu Chi - binh phuong, chi so' thieh hop so sdnh CFI (Com- parative fit Index), chi so' TLI (Tucker and Lewis Index) vd ehi sd RMSEA (Root Mean Square Error Approximation). Mo hinh dugc ggi la thich hgp khi phep kiem dinh Chi - binh phuong ed gid tri p>0,05. Ne'u mgt mo hinh nhdn gid tri GFI, TLI vd CFI td 0,9 de'n 1, RMSEA cd gid tri <0,08 thi mo hinh ndy duge xem Id phu hgp (tUong thieh) vdi dd lieu thi trudng (Hair vd cgng sU, 2009).
Nam ehi tieu ddnh gid mdt thang do gdm: (1) He sd' tin cay tdng hgp (Composite Reliability); (2) tdng phuong sai trich duge (Variance Extracted);
(3) tinh don hUdng (Unidimensionality); (4) gid tri hgi tu (Convergent Validity); vd (5) gid tri phan biet (Discriminant Validity) (Hair vd cgng sU, 2009).
Ke't qui CFA cua mo hinh thang do chd't lugng dich vu ngdn hdng cho tha'y, md hinh co 255 bac tu do, Chi - binh phUOng = 1.959,271 vdi gid tri p=0,000 nen cd t h i khang dinh md hinh phu hop vdi do lieu cua thi trudng, ede gid tri GFI - 0,885, TLI = 0,855 vd CFI = 0,876 gan b l n g 0,9 nen cd the chap nhdn duge (Hinh 1).
Cdc ehi tieu ddnh gid thang do duge the hien nhu sau:
(1) He so' tin cdy tdng hgp (Composite Reliabil- ity), (2) tdng phuang sai trich dugc (Variance Ex- tracted): Do tin cdy tdng hgp cua thdnh p h i n dim bao (DB) la 0,867 vdi tdng phuong sai trich la 56,8%; cua t h d n h p h a n ddng cam va ddp dng (DCI) la 0,868 vdi tdng phUOng sai trich Id 52,6%;
cua t h a n h phan mang lUdi (DCII) Id 0,723 vdi phuong sai trich la 57,1%; eua t h a n h p h a n hdu hinh (HH) Id 0,823 vdi phuong sai trich Id 61,8%;
cua thanh phan do tin cay v l qud trinh cung cap dich vu (TCI) la 0,755 vdi pbuong sai trich Id
NGHIEN Cufu & TRAO D P I
ECONOMC OEVGCFSe^r REVEWChi-square=1959.271 ; df=255 ; P=.000 ; GFI=.885; TLI=.855 ; CFI=.876;
RMSEA=.077
Hinh 1. Ke't qua phan tfch nhan to khang djnh CFA
53,7% vd cua thdnh phan do tin cdy v l Idi hda ddi vdi khdch hdng (TCII) Id 0,654 vdi phUOng sai trich Id 55,9%. Td't ca cdc he so deu thda mdn dieu kien cua he so tin cay tdng hgp vd tdng phuong sai trich.
(3) Tinh dan hudng (Unidimensionality):
Thong qua Hinh 1 ta tha'y, ba t h d n h p h a n hdu hinh (HH), do tin cay ve ldi hda dd'i vdi khdch hdng (TCII), mang lUdi chi nhdnh vd ATM (DCII) dat tinh don hUdng, cdc thdnh phan con lai DB, TCI, DCI khong dat tinh don hudng vi tdn tai cac
sai sd' cd mo'i quan he vdi nhau (vi du: e2 vd el4, e8 vd el8...).
(4) Gid tri hgi tu (Convergent Validity): De dang nhdn tha'y rang cdc trgng sd 0^;) deu dat tieu chuan cho phep (Xj>0,5) vd cd y nghia tho'ng ke vdi cae gia tri p diu bdng 0,000 (tha'p nha't Id ^pc3 vd XfjH2 = 0,54). Vi vay, ehung ta ket luan eac bien quan sat dung d l do ludng 6 t h d n h phan eua thang do chat lugng dat dugc gia tri hgi tu.
(5) Gid tri phdn biet (Discriminant Validity):
Ta tha'y rang, he so' tUong quan gida cac khai niem
.i
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NGHIEN Cufu & TRAO DOI
vdi sai lech chuan kem theo (Hinh 1) d i u nhd hon 1 (ed y nghia tho'ng ke), vi vay 6 khai niem t r e n dat gia tri p h a n biet.
Bang 5. Kiem djnh gia tri phan bigt giufa cac thanh phan cua thang do chat lugng dich vu
Blng 6. Cac thanh phan chat lUgng ngan hang da kiem dinh tha
dich vg trong ng do
Mdi quan hg DCI
TCII HH TCI DB DCI DCI TCII DB DCI DB HH TCII
DCI DB
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DB DCII DCII DCII DCII DCII HH HH HH TCI TCI TCI TCI TCII TCII
R 0,630 0,355 0,389 0,476 0,328 0,358 0,329 0,364 0,311 0,872 0,688 0,444 0,842 0,738 0,569
SE 0,055 0,066 0,065 0,062 0,067 0,066 0,067 0,066 0,068 0,035 0,052 0,064 0,038 0,048 0,058
(1-r)/SE 11,42
5,34 5,94 7,62 4,89 5,40 4,90 5,50 4,60 25,07 13,34 6,97 21,96 15,39 9,74
Sig.
0 0 0 0 0 0 0 0 0 0 0 0 0 0 0
Ke't l u a n :
Thang do chd't lugng dich vu trong linh vUc ngdn hdng da duge kiem dinh vd hgi du 5 yeu cau cua k i l m dinh thang do dd Id: (1) He sd tin cdy tdng hgp (Composite Reliability); (2) tdng phuong sai trich duge (Variance Extracted); (3) tinh don hudng (Unidimensionality); (4) gid tri hgi tu (Con- vergent Validity); (5) gid tri phdn biet (Discrimi- nant Validity). Cu t h i , t h a n g do chd't lugng dich vu gdm 6 bien t i l m an (thdnh phan): (1) Hdu hinh; (2) dam bao; (3) t i n cay v l qud trinh cung cap dich vu; (4) tin cdy ve ldi hda vdi khdch hang;
(5) ddng e l m vd ddp dng; vd (6) m a n g ludi chi nhdnh vd ATM vdi cdc bie'n quan sdt dugc t r i n h bay tai Bang 6.
Ghi chu: 28 bien ly thuye't de nghi gdm 25 bie'n tren va 3 bien da bi loai trong qua trinh kiem dinh la: DB4 (Thu tuc thu'c hien giao dich don giin), DCS (Ngan hang lay lai ich ciia khach hang lam dieu tam niem) va DU2 (Nhan vien tao dugc sU tin cay ddi vdi khach hang).
HHl HH2 HH3 DB1
DB2 DBS DB4 DBS
TCh
TCI2
TCI3 TCI4 TCI5 TCII1 TCII2 TCII4 DCII
DCI2 DCI3 DCI4 DCI5 DCI6 DCI7
DCII1 DCII2
Trang thiet bi hien dai
Cd SCI vat chat cua ngan hang khang trang
Nhan vien cua ngan hang co c56ng phyc (trang phyc) dac thu Danh tieng cua ngan hang ve kha nang phuc vu
Nhufng x^l ly trong qua trinh phuc vu cua nhan vien tao dUdc sU tin cay v<3i khach hang
An loan trong giao dich Nhan vien lich sy, nha nhan Nhan vien co kie'n thiic (chuyen mon) de tra ldi cac cau hoi cua khach hang
Dich vy dugc thUc hien dung ngay td lan dau tien
Quan tam giiii quye't nhu'ng van de ma khach hang gap phai Nhan vien khong (rat it) sal xot trong qua trinh thyc hien Nhan vien xCl ly giao dich thanh thao
Nhan vien cho khach hang biet khi nao dich vy dugc thyc hien Ngan hang cung cap dich vy dung chat lUcjng cam ket Ngan hang cung cap dich vy dung thdi diem da cam ke't Dinh kem day du cac tai lieu phyc vy giao dich
Ngan hang co chUdng trinh the hien sy quan tam de'n khach hang
TCfng nhan vien the hien sy quan tam den ca nhan khach hang Ngan hang co thdi gian giao dich Ihuan tien
Nhan vien hieu ro nhu cau cy the cua khach hang
Cung cap dich vu den khach hang mot each nhanh chong Nhan vien luon sin long giup d6 khach hang
Nhan vien luon dap ufng yeu cau khan cap (dac biet) cua khach hang
Co mang ludi cac chi nhanh rpng khap
Cd mang liidi may rut tien ty dpng ATM thuan tien
Thanh phan 1:
Hdu hinh
Thanh phan 2:
Thanh phan 3:
Tin cay ve qua trinh cung cap
djch vg
Thanh phan 4:
Tin cay ve ldi hda vdi KH
Thanh phan 5:
Dong cSm va dap ufng
Thanh phan 6:
M^ng ludi
NGHIEN COU & TRAO DOI
4. Ddng gop cua nghien c^ va ket lu$n Qua hon 3 nam VN trd thdnh thdnh vien chinh thdc eua WTO, nganh ngan hdng eua VN da trd thanh mgt trong nhdng ngdnh diu tdu, thu hut sU quan tam ddc biet eua cdc nhd dau tU trong va ngodi nUdc. Ngdnh ngdn hdng dang p h i i ddi mat vdi nhilu thdch thdc canh tranh, dae biet la van de thi trudng bi chia se ddng ke khi ede tap dodn, cdc ngan hang ldn eua nude ngodi dau tU vdo thi trudng VN. Vdi ddc diem Id mgt ngdnh kinh doanh dich vu, tinh canh tranh ngdy mgt gia tdng gida cdc ngdn hdng, mgt khi viec canh tranh v l ty suit (huy dgng, eho vay) khd duge thUe hien thi viec canh tranh tren co sd chd't lugng dich vu cua ede ngan hdng cdng cd y nghia.
Nghien cdu dd tdng hgp mgt sd^ nghien cdu cua ede tdc gia trong vd ngodi nude, k i t hgp vdi viec trao ddi vdi cac chuyen gia trong linh vUe ngdn hang, kilm dinh thang do (thong qua nghien edu dinh tinh vd dinh lugng) de hinh thdnh thang do do ludng chat lugng dich vu trong cdc ngdn hdng, giup cho cdc ngan hdng n h a n thdc dugc ca'u true ciia chd't lUOng dich vu nham ldm co sd nghien cdu CO b i n cQng nhU nghien cdu thUe tien trong cdng tdc do ludng, phan tieh vd hoaeh dinh chien luge canh tranh dUa tren chdt lUOng dich vu.
Ddng thdi, nghien cdu eung gop p h i n bd sung he thdng thang do trong linh vUe ngdn hang trong mgt nUdc Dong Nam A, mgt nUde cd n l n kinh te dang phdt trien nhd VN, gdp phan vdo viec phdt trien thang do co sd trong viee thUe hien ede nghien edu so sdnh tai cdc nUdcB
TAI LIEU THAM KHAO
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