OUAN TRI KINH DOANH CHAT LUONG D|CH VU, SU HAI LONG VA LONG TRUNG THANH QUA KHACH HANG: AP DUNG CHO TH| TRUONG THE VI^T NAM Nguyeh Th| Mai Anh Trudng Qai Hpc Bach Khoa Ha Npi Email: anh.nguyenthimai@hust.edu.vn Ngd Phuc Hanh Trudng Dal Hpc PhUdng Bong Email: nphanh39@gmail.com Ngaynh$n 10/12/2013 Ngaynhanlai 13/01/2013 Ma sd: 64+65.2BAdm.22 ••y^^ien cOu tap trung vao moi quan hd gida sU hai Idng va Idng trung thanh dii vdi thi trudng i.^ / thi dtfdi gdc nhin cua khach hang Muc tieu cOa nghien cdu bao gom do IUdng va kham pha mil quan h$ gida chat ItfOng dich vu. stf hai Idng va Idng trung thanh cda khaeh hang dd'i vdi dich vq the d cdc ngan hang d Vidt Nam Md hinh nghien cOu duac de xuit tren eg sd tdng hgp ly thuyet trong linh VUc nay Tac gia da tie'n hanh dieu tra thu thdp dO lieu vdi tong si khach hang la 176. Kit qua nghien cOu cho thiy cd md'i tae ddng dtfOng eua dd tin cdy. kha nang dap tfng. stf dam bao. stf cam thdng va yiu tdhOu hinh de'n stf hai Idng cua khaeh hang. Mdi quan hd tuyin tinh giQa sU hai Idng va Idng tnjng th^nh cda khdeh hang dd'i vdi thi trudng the cung dugc phat hidn. Nhdng phat hidn nay rit cin thiet cho cac to chtfc cung cap dich vu the nham giOp hg nang cao dUtfc su hai Idng cung nhu Idng trung thanh cua khdeh hang trong iinh vtfc nay. Ttf khoa: Chit lugng dich vu, stf hai Idng cua khaeh hang, Idng trung thanh cda khach hang 1. Gidi thi^u chung ke. Vao ndm 2006, chi cd vai ngan hang tham gia Nhd nhQng dieu kien thudn Ipl ve kinh le, luat phat hdnh the. Hidn nay da cd khoang 45 td chUc phap, chfnh tri va tang trudng nhanh ciia dan so da tham gia vao ITnh vyc nay tU nhQng ngan hang Ire, th| trudng thed Viet Nam da tdng nhanh trong thuang mai den ngan hang nha nudc va ngdn 5 nam vUa qua Sy tang trudng nhanh khdng hdng nudc ngodi Vi vdy canh tranh trong ITnh vUc nhOng ve mdt so lUdng the phat hanh md cdn ddi ndy ngay cang khdc Net. Cdc to chUc phdt hanh vdi ca gia Ir] Ihanh lodn tU the. Sd lupng cac ngdn the trong va ngoai nudc dang cgnh tranh ngdy hdng hogt ddng trong ITnh vUc nay cung tang dang cang mgnh me, mgng lUdi hogt ddng cua hp dUpc ^ hlina hoc ^ ^64 + 65/2014 HiirmiBnial 113 QUAN TRj KINH DOANH md rpng ra loan qudc Ihay vi chi d vai Ihanh phd ldn nhu trudc day. Mot cdu hdi ldn ddt ra cho cac ngan hang trong nudc la "Cac ngan hang can phai lam gl de nang cao chat lupng dich vy, sy hai Idng va luu glQ khach hang ciia minh?". Nghien cQu ve Idng trung thanh cua khach hang khdng phai la ITnh vyc mdi. Nhieu nghien cUu trudc day da tap trung vao eac yeu to anh hudng dah de'n tang ldng trung thanh cua khach hang, NhQng yeu to ndy bao gdm chat lUdng dich vy, su tin tudng va sy hai ldng cua khach hang cung nhu nhQng rao can khi thay the nha cung cap (Liu va ddng nghiep., 2011), Trong khi cd nhieu nghien ciiu tap trung vao chat lUdng dich vu va su hai long (Lewis, 1993), thi nghien cUu ve mdi quan he glQa chat cha't lUdng dich vu, su hai long va long trung thanh cua khach hang trong nganh ngan hang ban le van cdn rat ft (Bloemer va dong nghiep., 1998), nghien cUu ndy doi vdi thi trudng the lai cang hiem, Nghien cUu nay se rd't hOu fch cho nhQng to chUc phat hanh the trong nudc. Nd giup xac dmh dupc khdng nhOng mUc do hai long va ldng trung thanh ciia chu the ma cdn nhdn dien dUdc nhQng yeu td cd tac dong mgnh nhat den sy hai long vd ldng trung thanh cua khach hang, Tren cd sd nay, cac ngan hang se dieu chinh chien lUdc marketing ciia ho sao cho cd dUdc nhieu khach hang trung thanh nhat. Myc tieu cua nghien cUu la danh gia chat lupng djch vu, sy hai long va long trung thanh ciia khach hang doi vdi djch vy the d Viet Nam. Nghien cUu cung kham pha mdi quan he giQa cac khai mem nghien cUu nay, giup cho cac nhd quan tri trong nganh ngan hang tang va luu giQ dUdc khach hang cua hp. 2. Ca sd ly Ihuyet 2.1. Chal Itfting dich vu Chd't lupng dich vy va each do lUdng da dUdc nhleu nha khoa hpe tranh ludn, nghien cUu trong khoa h9G ^^^^^^^^^^^^^^^^^^ 114 thifdng mpi suot hdn ba mUdi nam qua va nd la mdt chfl de trong ITnh vUc quan tr; va marketing thu hut dygc nhieu nha nghien cUu (Martinez, 2009). Chat lupng djch vy the hidn sy thanh cdng cfla d|ch vu (Parasuraman, 1985). Chat ludng dichvu la sy so sanh giQa mUc dp ky vpng cua khach hang vdl ndng luc dap Ung cdc khia cgnh ph^n dnh chal lupng d|ch vy. Mpt d|ch vu dupc xem la cd chat lUdng la khi d|ch vu thda man dupc nhu cau va ky vpng cua khach hang (Lewis & Mitchell, 1990; Dotchin & Oakland, 1994). Chat IUdng d(cti vu cung dUpc khai quat va xem nhu cam giac chung cua khach hang ve sy dap Ung day du hay khdng ciia dich vu (Zeithaml, Berry v^ Parasuraman, 1988) De duy tri chal lUdng djch vu d mUc chap nhSn dupc va lien tuc nang cao chat lUdng, cac td chile cung cap djch vy can phai nd'tyc lien luc va c6 dmh hudng lau dal (Cronin & Taylor, 1992). Gronroos {1990) da dinh nghTa, chat IUdng djch vu la sy chenh Idch glQa ky vpng cua khdeh hang ve djch vu ma khach hang se sCi dyng vd cam nhSn ve dich vy ma thyc te khach hang da nhan dUdc (Gronroos, 2001; Parasuraman, Zeithaml v^ Berry, 1988). Tren cd sd tong hpp ly thuyet ve chat lupng d|ch vy, mac du cd nhQng chl trich nhat dinh, nhung SERVQUAL va SERVPERF la hai m6 hlnh cd kha nang Ung dyng nhat va nhgn dUdc nhieu sJ chu y nhat cua cac nha nghien cUu khoa hoc. Md hinh chat lUpng dich vu - SERVQUAL do cdc nha nghien cUu Zeithaml, Parasuraman, va Berry de xuat vdo nam 1985 vdi 10 yeu to va sau dd vao nam 1988, Zeithaml, Parasuraman, vi Berry da rut xuong cdn 5 yeu to. 5 yeu td cfla chS lupng djch vy bao gdm dp tin cdy, kha nang dSp Ung, sudam bao, sucam thdng va cac yeu to tu?" -hinh. Md hinh SERVQUAL se do IUdng chat lii^f>3 d|ch vy dya tren su chdnh l^ch giQa ky vpng aia ^ So 64 + 65/2014 QUAN TRj KINH DOANH hdch hang ddi vdi dich vu vd sy cam nhdn ciia ihach hang khi sCl dyng d|ch vy. Khac vdi nha nghien cUu Parasuraman va Jdng nghidp cua dng (1985,1988) (tUc la do cha't lipng dich vu dua tren sy khac biet giQa ky vong ^a cam nhdn ve d|ch vy), nam 1992, Cronin vd Taylor da de xuat md hinh SERVPERF do true tiep ;hat lupng bang sy cam nhdn ciia khach hang ve l|ch vu. Nhieu nha nghien cUu ddng y vdi each iep cdn nay vi cho rang do ky vpng cua khach iang la chUa hieu qua va khong can Ihiet vi khach lang thudng cd ky vong cao vd do vgy rat ft khi ;am nhdn ve dich vu cua khach hang cao han so jd\ ky vpng cua hp (McDougal and Levesque, 1994, Babakus vd Boiler, 1992). Trong nghien cUu nay, de' do ludng chat lupng djch vy ddi vdi djch vy the, ldc gia kel hdp sU dyng mo hlnh SERVQUAL gom cd 5 yeu to la yeu to hOu hlnh, dp tin cdy kha ndng dap^ng, sy dam b^o va sy cam thdng vd de do nhOng yeu to nay tac gia do tryc tiep bang sy cam nhdn cua khach fidng ve djch vy 2.2. Stf hai long cua Miach hang Triet ly cua khoa hpc quan ly hien dgi lay sy hai Idng ciia khach hdng Idm tieu chud'n cd ban vd cung la tieu chuan phan dd'u cho hogt ddng cua cdc id chQc (Gerson, 1993). Sy hai long cua khdeh hdng Id yeu td cot Idi de' xdy dyng moi quan h§ lau dai vdi khach hang {Patterson vd ddng nghiep, 1997) vd do vgy ma cac to chQc c3n phai biet each de' thda man khach hang va nhd dd hp mdi tang trudng ben vQng va cd dupc th| phin. Hieu dupc day du khai mgm "sy hai ldng khdeh hdng" la rat quan trpng doi vdi nhd nghidn cUu va quan ly. Cdc nha nghien cUu cd nhQng each dinh nghia sy hai Idng khac nhau. Hal hudng nghien cOu vg sy hdl ldng khach hdng kha ndi trdi trong cac nghidn cdu IrUdc ddy dd Id hudng vdo mdi So 64+ 65/2014 giao djch tUc la su hai long cy the' va su hai Idng chung (Bouldmg va ddng nghiep, 1993; Anderson va ddng nghidp, 1994; Johnson, 2001). NhQng nghien cUu trudc cudi nhQng nam 1990, thi SU hdi long khach hang Id danh gia sau khi mua cua khach hang ddi vdi mdl lan giao dich (mua) cu the' nao dd (Hunt, 1977; Oliver, 1977, 1980, 1993). NhQng nghien cUu gan day, md la sy hdi long la danh gia chung doi vdi nhieu lan mua vd sy trai nghiem vdi chat lUdng dich vy trong sudt thdi gian sii dyng (Fornell, 1992; Johnson va Fornell, 1991; Anderson va dong nghiep, 1994; Garbarino va Johnson, 1999, Mittal vd ddng nghidp, 1999). Sy hdl Idng chung la chi tieu cd ban ddnh gid hoat ddng cua doanh nghiep trong qua khU, hten tai va tuang lai vd vi vay nd cung la ddng lyc de ddanh nghiep tiep tyc dau tu vdo tang sy hdi Idng cua khach hang (Anderson va ddng nghiep, 1994). Sy hai long chung giup dy doan du dmh mua vd hdnh vi ciia khach hang tdt hon (Olsen va Johnson. 2003). Trong nghien cUu nay, lac gia se do ludng sy hai Idng ciia khach hang theo sy hdl ldng chung vi tac gia mudn khdm pha mdl quan he giQa chat IUdng d|ch vu, su hdi ldng va ldng trung thanh ddi vdl th! trudng the chU khdng phai la mdt giao djch cy the' ndo. 2.3. Ldng trung thanh cda khach hang Ldng trung thanh cua khach hang dd dupc nghien cUu tU hdn nam mUdI ndm qua, Khai niem idng trung thanh bad hanh vi. thdi dd va nhdn thUc dupc the hien thdng qua "mUc dd mua sam ldp lal, cd thai dd tich cue ddi vdl nha cung cap dich vy vd cdn nhac chi sii dung nha cung cap djch vy ndy khi cd nhu cau (Gremler and Brown, 1996). Bdn canh ba yeu td de cap den d Iren, Jones va Sasser (1995) da phdn loai hai loai trung thanh Id trung thdnh ddi han vd trung thdnh ngan han. Khach hang trung thanh ddi han khdng de'thay doi IlllM hQC '^ tltifdng mai 115 QUAN TR| KINH DOANH nha cung cap, trong khi khach hang trung thdnh ngan han de'thay ddi khi hp cd dUdc chao hang hap dah hdn IU nha cung cap khac (Liu va ddng nghiep, 2011). Nghien cUu nay se tap Irung vao sU hai ldng dai han vi nhOng khach hang nay se la nhQng ngudl mang lal Idl nhudn cho doanh nghiep. Sau khi tdng hop ly thuyet ldng trung thanh cua khach hang doi vdi dich vu the dUpc do ludng nhu sau: - Truyen mieng: ThUdng xuyen khuyen khich nhQng ngudl khac sQ dyng djch vy the hode ndi nhQng dieu tich cyc ve td chUc phat hanh the. - Mua sam lap lai: thudng xuyen sU dyng the va se tiep tuc sU dyng trong Idu dai, - Nhdn IhUc: NghT ve id chUc ma minh dang sQ dung dau tien khi md mdl the mdi 2.4 Mdl quan h$ giOa chat Itftfng dich vu. stf hai long va Idng trung thanh cua khach hang Ngay cang cd su nhd't trf ve mdi quan hd giOa chat lupng dich vu vd sU hdl long cua khach hang vd cac nghien cUu deu cho rang chat iUdng dich vu tac ddng den sy hai long cua khach hang (e.g., Anderson vd Sullivan, 1993; Churchill va Suprenant, 1982; Cronin va Taylor, 1992; Fornell, 1992; Oliver vd DeSarbo, 1988) CJ cap doanh nghiep, Anderson va dong nghiep (1994) cQng phat hien ra moi quan he tuyen tfnh dUdng giQa chat lupng djch vy va sy hai long cua khach hdng. Cdc nghien cUu gan day cua Taylor va Baker (1994), Levesque va McDougal (1996), Johnston (1997), Jamal va Naser (2002), Ndubisi (2006) cung nhd'n manh vao md'i quan he giQa chat IUdng djch vu va sy hai long ciia khach hang. Mdi quan he giQa sy hai long va long trung thdnh cua khach hang cQng dUdc phdt hien trong nghien cQu ciia Bloemer vd ddng nghiep (1998). Ldng trung thdnh, chat luong dich vu va su hai Idng cua khach hang la nhQng chii de dUdc nghien cUu nhieu khdng nhiJng trong ITnh vyc ngan hang htioa hoc ^^=^^^^,^,^^^=__^_ 116 thifdng'mal ma cdn cac nganh d|ch vy khdc (Dick va Basu, 1994; Lewis, 1993). Nhleu nha nghidn cUu phit hidn ra tac ddng ciia su hai Idng cua khach h^ng den long trung thanh ciia hp, nhd dd ma mang l^i Ipl nhudn cho doanh nghiep. Moi quan hd nayde dang tim thay trong cac nghien cUu ciia Anderson va Fornell (1994); Gummesson (1993); Heskettva ddng nghidp (1990); Hesketl va ddng nghiap (1994); Reicheld vd Sasser (1990); Rust, va ddng nghiep (1995); Schneider va Bowen (1995); Storbacka va ddng nghiep (1994); va Zeithaml vii ddng nghiep (1990). Vi vdy, 3 khai niem nghien cQu ve chal lUOng dich vu, su hai long va Idng trung thdnh cua khach hang la cd mol quan he vdi nhau va thU ty mot quan he nay la: chat lupng djch vy va sy hdi ldng cua khach hang va long trung thanh ctia khach hang, Nghien cUu se tdp trung vao moi quan he nay ddi vdl djch vy the d Viet Nam. 3. Mo hlnh nghien cdu va gia thuyel 3.1 Mo hlnh nghien cOu Tren cd sd long hdp ly Ihuyet trong ITnh viJc nay tac gia da de xud't md hinh nghien cUu diidi ddy. Md hinh lap trung kham pha mdl quan h? glQa chat lupng dich vu, sU hdi Idng va ldng trung thanh cua khach hang doi vdl d|ch vu the cua Vi^t Nam. Mo hinh dupc trinh bay trong hinh 2.1. Md hinh bieu dieh 2 nhdm quan h§ ciia nghien cUu. TrUdc lien, lac gia se tdp trung kham pha mdi quan he giQa tac dpng 5 yeu Id cua chai lupng dich vu dya tren md hinh SERVQUAL den su hai ldng ciia khach hang. Va thU hai, la mol quan he glQa su hai long den long trung thinh Clia khach hang. 3.2 Gia thuyei Hal nhdm gia thuyet dUdc de xuat dya tren cO sd Clia md hinh nghien cUu. Nhdm gia Ihuyet thil nhal ve cdc yeu td khac nhau cua chal lUpng djch vy va su hai Idng chung ctia khdeh hang- So 64 + 65/2014 QUAN TR| KINH DOANH Kha m'ing clapiins Cac yeu to liiTii liinh Hlnh 2-1 Md hinh nghien ctfu Nghien cUu gia thuyel la mdl yeu td ciia chat lupng d|ch vy cd tac ddng dUdng dd'i vdi su hdi Idng Clia khach hang. Nhdm gia thuyet thU 2 ki^m dmh moi quan he giOa su hai Idng va long trung thanh cua khach hang. Chi tiel cae gia thuyel dupc trinh bdy dudi ddy: Gia thuyet 1: Bd tin cdy eda dieh vu eang cao, kh^ch hdf^g eang hai Idng. Gia ihuyet 2: Kha nang dap dng dich vu cang tit, khdeh hdng cang hai Idng. Cia thuye't 3: Su cam thdng cua ngudi cung dp did} vy cdng cao thi khach hang cang hai Idng Gia thuyet 4 Dich vu cang dam bao khach hiing eang hai Idng. Gia thuyit 5: Khaeh hang eang hai Idng vdi cac yiu ti hQu hlnh thi mOe dd hai Idng cua khach hing cdng cao. GiS thuye't 6: Khach hang eang hai Idng thi hg cing tmng thanh 3.3 Phieu dieu tra PhlSu digu tra dUdc xdy dung mdt each khoa hpc de dung thu thap dQ lieu cho nghidn cUu Trudc tien, tac gia td'ng hdp ly thuye't cua nhQng nha nghien cUu trudc ddy ve ndm yeu to cua chat lupng d|ch vu, sy hai long vd long trung thdnh cua khach hdng de' nhdn dien cdc va'n de cQng nhu thie't ke phieu dieu tra. Sau khi tien hdnh dieu tra thli, tac gia da hoan thidn dupc phieu dieu tra. Phie'u dieu tra nay dupc sU dung de' thu thgp dQ lieu dieu tra cho nghien cQu. cac bien trong phieu dieu tra dUdc do ludng bang thang ddng y 5 cap vdi 1 la hoan toan phan ddi" va 5 la "hoan toan ddng y". Phieu dieu tra gdm 2 phan. Phan 1 dupc thiet ke de thu thdp nhQng thdng tin chung ve ngudi dupc hdi, Phan 2 duac thie't ke de thu thdp nhQng khai mdm cua nghien cUu. Tdng cdng 22 cau hdi dupc sii dyng de thu thgp thdng lln do chat lupng djch vy. Tac gia da sii dung md hinh SERVPERF cua Cronin and Taylor (1992) de' do 5 yeu td cua chat lupng djch vy. Sy hai long ciia khach hang dupc dd ludng bdi 3 bien vd ldng trung Ihanh cua khach hang dudc do bang So 64+ 65/2014 _khQa hQC '^ "thddng mpi 117 QUAN TRj KINH DOANH 4 bien la nhQng bien do thai dp, hanh vi va nhan thUc ve ldng trung thanh (Dick va Basu, 1994; Gremler vd Brown, 1996; Kumar va Shah, 2004; Oliver,1999; Martin et al., 2009). 3.4 Thu th$p dd li$u Tdc gia da ket hpp giQa thu thap dQ lieu bang buu didn, thu dien tQ va phdng van true tiep. Tong cdng, tac gia da thu dUpc 176 phieu Ira ldi, trong dd 58 (33%) ngudi tra ldi la nam va 118 (67%) ngudi tra ldi la nQ. Han 63% ngUdI tra ldi cd dd tuoi tu 25 den 45, 33% Id dUdi 25 tud'i. Ket qua dieu tra cung cho thay hau het nhQng ngUdi tra ldi la cd trinh dd hpc van tuang ddi cao vdl 91,5% cd bang dai hpc hoac cao hdn Ve nghe nghiep thi 47,7% la nhdn vien van phdng, 25,6% la sinh vien va 10,2% la can bp nha nudc. NgUdi tra ldi cd thu nhdp dudi 5 trieu ddng/thang chiem 35,8% trong td'ng so ngudl tra Idl. So ngudl cd thu nhdp thang IQ 5 trieu ddng den 10 trieu dong la 38,1% va 22,2% la ngudl cd thu nhap thang tU 10 trieu den 20 tridu ddng. 4. Ket qua nghien cQu 4.1 Chai lugng d{ch vu Cac khao sat cho thay tat ca cac bien lien quan den chat lUdng djch vu ciia djch vu the tdi chfnh Viet Nam chua dUdc ddnh gia cao bdi chu the. Dieu dd cd nghTa la tat ca cac bien cd ket qua dao ddng tU 3,15 (Nhan vien ngan hang chu dao vdi chii the) den 4,04 (Thdng tin ca nhan va giao dich dupc bao mdt). Ta't ca cdc bien cd gia tn trung binh dUdi 4,0 trU myc "Thdng tin ca nhan va giao dich dUdc bao mat" vdi gid lr| trung binh chi hdl cao hdn so vdl 4,0, Khoang 1/3 so ngudi tra ldi la "khdng chac chan" ve hau het cac hogt dpng ve chat lUPng dich vy Clia dich vu the khi hp danh gia vdi mUc die'm trung binh. Nhdm cac hoat dpng ve' su cam thdng nhdn dUdc ddnh gia thap nhat tU chu the vdi gia In trung khoa hoc 118 thddng'mal' blnh dat tU 3,15 den 3,49: 21% khach hang phin nan rang dudng day ndng (ATM va POS thiel bj dau cudi) khong lam viec 24/7, 22,7% trong sdhp da nghT rang nhan vien ngdn hang da khdng quan tdm den chii the, 23,9 % trong sd hp khdng dong y rang Nhan vien ngdn hang chu ddo vdi chfl the, 21,6% trong sd hp cho rang nhan vien ngdn hdng khdng hie'u dUdc nhu cau cua khach hang. NhiJng con so nay nhu mpt hdi chuong bao dpng cho cac ngan hang ve cac hoat dpng lien quan den sycam thdng cua djch vu the ciia hp. Cac chu the cung khong danh gia cao cac yeu Id hQu hinh, kha nang dap Ung va cac hoat dpng ve dd tin cdy ciia dich vu the. Cac yeut5 hQu hlnh cua dich vu the cung cd nhOng danh gia vdi gia tn trung binh tU 3,37 den 3,77, mile danh gia nay dUdc danh gia la cao hdn so v6i cac hoat ddng ve sy ddng cam, tiep theo la c^o hoat ddng ve kha ndng dap Ung vdi gia tn trung binh la tU 3,5 den 3,8 va cdc hoat dpng vd dfi tin cay vdl mUc gia tri trung blnh tU 3,64 den 3,97. Chl 45,5% sd ngudl dupc hdi nghT rang cdc nhSn vien ngdn hang la an mdc dep; 55.7% ngJdl dUdc hdl ddng y rang he thdng chap nhdn the hoat ddng tdt nhu da hUa; 48,7% ngUdi dUdchol ddng y rang ngdn hdng Ngan hang tra ldi chinh xac cdc yeu cau cua chu the That Ihu v| khi thay rang cac yeu to trong nhdm sp dam bao da nhdn dupc sU danh giS cao nhat tU cac chu the vdi gia lr| trung binh til 3,6 (Ngdn hdng IhUdng xuyen thdng bao cho chu the ve ddc diem va tinh ndng cua the- ASS) den 4,04 (Thdng tin ca nhdn va giao did) dupc bao mdt - AS4). 75% sd ngUdI dUpc hoi ddng y rang thdng lin ca nhan va giao dich ciia hp dupc ngdn hang bao mat. Tuy nhien, chi oi hdn 50% chii the cam Ihay yen tdm khi diJng the trong giao dich, cac nhan vien ngdn hing lich sy, cae nhan vien ngdn hang cd kien thiic So 64 + 65/2014 QUAN TRj KINH DOANH Banff 1. Cha'l' lUOng dich vu Cac ho^t i3$ng (*) Gia tn TB Hoan toan ptian ddi va phan <3ai (%) Hoan toan dong y va dong y (%) WOncSv Giao d|ch thanh c6ng Giao dich duoc ti@n hanh chinh xac H? thong chap nh^n the hoat dong tot nhu da hrla Ngdn hang thi/c su quan tam de giai quyet cac v^n de cua chO the 3 69 3,97 3.64 3.71 13.6 45 108 97 62.5 72.7 55,7 60.8 KhS nang dap Una Dudng day nong hoat dpng 24/7 Giao dich dupc tien hanh nhanh chong NgSn hang tra ldi chlnh xac cac y€u cau cua chu the Nhin vien cua ngan hang san sang giup dd chCi the 3 60 3.80 3.50 3.69 13.1 51 13 1 9.1 57 4 648 48 7 57.4 SU cam thong He thdnq chap nhan the hoat donq 24/7 Dilm giao dich IhuSn ti^n va gid hoat dong hdp iy Nhan vien ng§n hang quan tam den tUng chii the Nhan vien ngan hang chu dao vdi chu the Nhan vien ngan hang hieu nhu cau ciJa chu the 3 31 3.49 3 22 3 15 3.20 21 13.6 22 7 23 9 21 6 43 1 50 38 1 36 9 36 4 SU ddm tiao Chij thS cSm thS^y ygn tim \d\\ dung th^ trong giao dich NhSn vien l|ch sM Nhan vign cd kien IhUc de tra 161 cac cau hoi clia chu the Thdng tin ca nhan va giao dich dugc bao mat Ngan hang thudng xuyen thong bao chp chu the ve dSc dilm va tinh nanq cua the CdcyfiutohQuhlnh ThS thiet ke dep Thd dupc chap nhan r^ng rai H$ thdng chSip nh$n the hipn dai va de'ddng Nhan viln ngan hang an m$c dep 3.79 3.80 3 67 4 04 3 60 3.40 3 72 3.77 3 37 8 57 8.5 28 11.9 14.2 8.5 6.8 16.5 61 9 61 4 58 5 75 53 5 46 6 58.5 63 0 45-5 C) DiSm sdcao nhat ia 5 85 64 + 65/2014 'tliifdng mai na QUAN TR| KINH DOANH de' tra Idi cau hdl cua hp va ngan hang thudng xuyen thdng bdo cho chu the ve dac diem cdc tinh ndng ciia the. NhQng ket qua nghien cUu neu tren cho thay cac chij the da khong dua ra nhQng danh gid tfch cue den chat IUdng d|ch vu the tai chfnh. Dieu nay cd the hieu, vi Ihi trudng the tai chfnh Viet Nam den nay van cdn rat mdi, chii the sii dyng the chu yeu de' rut tien mat tU cac may ATM do ngudi Viet Nam da cd thdi quen sau sac trong viec sCl dung tien mat, sd lUpng may ATM va thiet h\ dau cudi POS den nay van cdn rat han che neu so sdnh vdi so lUdng the dang luu thdng va thudng eung khdng lam viec dung chUc ndng do thieu dau lu va kien thUc quan ly, kinh nghiem tQ cac ngdn hdng. Bang 1 trinh bay chi tiet ket qua nghien cUu cac bien ciia chat ludng djch vu 4.2 Stf hai long va long trung thanh cua khach hang MUc dp hai long ciia khach hang dUdc dUa ra trong Bang 2. Ba chi so da dUpc sCf dung de do ludng sy hai Idng cua khach hang nhu d Thyy Bie'n, My va Na Uy dd la sU hai Idng, thyc hidn cung cap dich vy y tudng cua khach hang va thyc hien vudt qua mong ddi (MD Johnson et al., 2001). Kel qua cho thay cac chii the khong hai Idng vdl cac djch vu dupc cung cap bdi to chUc phat hanh the ciia Viet Nam. CQng trong nghien cUu nay, cac chi so hai Idng Clia khach hang da cd gia Iri trung blnh dao dflng tu 2,84 den 3,52 vdl ty Id thap ve mUc dp thda man (tat ca deu dudI 45%). Oieu nay cung tUdng dUdng vdi mUc danh gia ve cha't lupng ciia cac d|ch vu the neu tren. Khi su hai long nhin chung la khdng cao (chi cd 41,2 % so ngUdi dUdc hdi hdi Idng vdi dich vy), cd the' de'dang de' hieu rang 39,2% so ngudi dupc hdi khdng nghT rang su thyc hien cfla viec phat hanh vUpt qua mong dpi cua hp. Ket qua cung chUng minh rang Ihi trudng the Viet Nam den nay van cdn d gial dogn non tre khi cdc to chiic phat hanh van dang tdp trung vao viec md rdng th| Bang 2; Stf hai Idng va Idng trung thanh eua khaeh Cac hoat dpng (*) Gia tri TB Hoan toan phan dpi va phan doi (%) Hoan toan dong yvad5ngy(%) Sli hai long cua khach hang Chu the dap dnq vcfi dich vu Sl/ thuc hien la co the so sanh duoc vdi viec phat hanh Monq doi cua chu the vuot qua su thuc hien 3.52 3 23 2.84 9.1 21.6 39.2 41.2 38.6 27.3 Long trung thanh cua khach hang Chu the van giQ nguyen the da phat hanh hien tai Noi nhiing diem tich CLJc ve the phat hanh hien tai vdi nqu6i khac Gidi thieu the hien tai tdi nhOnq nqudi khac NghT ve the phat hanh hi$n tai khi can mot loai hinh the khac 3.96 3.69 3.59 3 51 5.7 6.3 11.9 136 71.6 56.9 54.0 50.6 C) Oiem cao nhat la 5 khoa hoc 120 thifdng'mal' So 64 + 65/2014 QUAN TRI KINH DOANH ph3n Clia minh va da khdng chu trpng de cai Ihien sy hdi Idng cua khdeh hdng. Bdn hoat ddng dUdc SLI dung d^ do ba khfa cgnh cfla long Irung thanh la thai dd , hdnh vi vd nhdn thUc. Thdt thu vi khi thay rang gid tr| trung blnh la kha cao so vdl cac bien so khac nhu chal lupng d|ch vu hode sy hai Idng ciia khdeh hdng, gia tr] giao ddng tU 3,51 den 3,96. Mdl ty Id cao tdi 71,6% sd ngudi dUdc hoi ddng y rang ho se van glQ nguyen the da phat hdnh hien tai, Hdn 50% so ngudl dupc hdl nghT rang hp se ndi nhQng diem tich cyc vd the phat hanh hidn tai cho ngUdI khac, gidl thidu the hidn tgi vdi nhOng ngudi khac vd se nghT ve the phat hanh hidn tai khi can mdt logi hinh the khac. Chi tiel dupc the' hien Irong bang 2. Cd mdt thyc te la phan Idn cac chd the lal Viet Nam nhdn dupc tien IUdng cua minh thdng qua cdc th6 va cac cdng ty cua hp lam hdp ddng vdi cac ngdn hdng de tra IUdng qua tai khoan ngan hdng vd the ghi np, Bd la ly do tgi sao ho van se sQ dyng d|ch vu the ciia td chUc phat hanh hidn lai ngay ca khi hp khong thyc sy hdi ldng vdi d|ch vu cua cdc id chUc do hoSc chat lupng dich vu. 4.3. Thd nghl$m cac gia thuyei Dd kie'm tra cac gia thuyet, tdc gia sCf dyng phdn lich hdl quy ddn gian. Phdn tich hdi quy ddn gl^n dupe sO dung de' kie'm tra xem mdt bien phu Bang 3, Td'ng hgp cac thudc cd lien quan den mdt bien ddc lap, Trong nghien cUu ndy, ldc gia da lya chon mUc y nghTa (gia tn p) Id 0,05. Tdng cdng cd sau gia thuyet dd dupc phdt trien de' danh gia moi quan he giQa cdc bien ddc lap vd phy thudc. Ket qua tQ phan tich hdi quy tuyen tinh ddn gian cho thay rang tat ca cdc khoang each cua chat lUpng d|ch vy da cd y nghTa tac ddng lich cyc ve mUc dd hai long cua khach hdng vd su hai ldng Clia khach hang vdi khdeh hang trung thdnh, Ngodi ra, khdng cd mdl quan hd khdng cd y nghia va tieu cyc vdi su hdi ldng cua khdeh hdng va long trung thanh ciia khach hang. Bang 3 tdm tat cac ket qua cCia thU nghiem gia Ihuyet da dupc thuc hien trong nghien cUu. 5. Ket lugn va kieh ngh| Chat IUdng djch vu cung cap the lgi Viet Nam vdi cdc tieu chi la sy hai ldng va ldng trung thanh dd'i vdi djch vu the tdi chfnh dupc ddnh gia Id tren mUc trung binh. Ke't qua ndy phan anh mpt thyc te la cac td chUc phdt hanh the Vidt Nam da chi tap trung vdo viec tang so lUdng the phat hanh hode thj phan ma khdng quan tam den ndng cae chat IUdng djch vu cung nhu sy hdi ldng cua khach hang. Ket qua nay cung minh chUng thuc te la djch vy the tai chinh Viet Nam mdc du dupc thanh lap va phat trien hdn 20 nam nhung chat gia thuyit nghien cOu Cac gia Ihuyet HI H2 H3 H4 H5 H6 Mota Do tin cay cua dich vu canq cao, khach hanq canq hai Idnq Kha nanq dap Qnq djch vu canq tdi, khach hanq canq hai long. Su cam thdng ciia ngudi cung ca'p dich vy cang cao thi khach hanq canq hai long Dich vu canq dam bao khach hanq canq hai Idnq. Khach hang cang hai long vdi cac ye'u to hQu hinh thi mUc do hdl Idnq cua khach hanq canq cao. Khach hanq canq hai Idnq thi ho canq tnjnq thanh Ket qua oia cac g'la thuyet Donq y Dongy Dongy Donq y Dongy Ddng y So 64+ 65/2014 Jihoa hoc '^• thifdng'mal 121 QUAN TRj KINH DOANH lupng dich vu va su hai long ctia khdeh hang van dupc ddnh gid thap va tiep tyc tyt lal phia sau sy tang trudng Lien quan den nhOng dy doan ve chat luang dich vy, ket qua nghien cUu da chi ra rang cac yeu Id hQu hinh, dp lln cdy, kha nang dap Ung, sU cam Ihdng va su dam bao cd lac dong tich cyc den sy hai Idng cua khach hang. Do dd nd dupe khuyen cao rang, cac nhd quan ly can phai chu y d ta't ca cdc khoang each cua chat lupng dich vu nham nang cao sy hai Idng ciia khach hdng. Nghien cQu cung phat hien ra rang su hai Idng cua khach hang la cd y nghTa tich cyc lien quan den long trung thanh ciia khach hang vdi mUc y nghTa nhd hdn 0,05. Tdm lai, chat lupng d[ch vu la chia khda quyet dmh cua su hai ldng ciia khach hang, va dieu nay la rat quan trpng ddi vdi cac ngan hang de' giQ dUdc khach hang cua hp, Chi cdc ngan hang mdl biet lam the nao de' thda man cac chu the ciia ho cung nhu glQ lai the cua hp • cd the ton tai trong thdi gian dai va tgo ra ldi nhuan ben vOng.* Tai lieu tham khao 1. Alessandro Arbore, Bruno Busacca, Customer satisfaction and dissatisfaction in retail banking. Exploring the asymmetric impact of attribute performances. Journal of Retailing and Consumer Services 16, 2009 2. Anderson, E.W. Fornell, C. and Lehmann, D.R Customer Satisfaction, Market Share, and Profitability- Findings from Sweden, Journal of Marketing, (July), 1994 3. Anderson, E, W., and Sullivan,M.W., The Antecedents and Consequences of Customer Satisfaction for Firms. Marketing Science, Vol.12, No.2 (Spring), 1993 lihoa hoc 122 thddng'mal' 4. Bloemer, J. De Ruyter, K., and Peelers. P. Investigating the drivers of bank loyalty: the com- plex relationship between image, sen/ice quality, and satisfaction. International Journal of Bank Marketing, Vol.16, No.7, 1998 5. Cronin, J. and Taylor, S. Measunng serv- ice quality, a re-examination and extenshn. Journal of Marketing, Vol. 56, No.3, 1992 6. Cronin, J.J., Brady, M.K. and Hull, G.t Assessing the effects of quality, value, and cus- tomer satisfaction on consumer behavioural intentions in service environments, Journal of Retailing, Vol.76, 2000 Summary The research looks into the relations between satisfaction and loyalty in the card market from the viewpoint of customers. It aims to explore and measure the relations between service quality, customer satisfaction and loyalty towards the card services in Vietnam commercial banks. Research model was proposed on the basis of generalizing theories In the research area. The author conduct- 'ed a survey on 176 customers. Findings revealed that there exists a positive relation between the trust, response, secunty, sympathy and visible fac- tors and the satisfaction of customers. The linear relations between customer satisfaction and cus- tomer loyalty in the card market were found out These findings are very necessary to card provid- ing organizations as they can help them enhance customer satisfaction and loyalty In this field. So 64 + 65/2014 . trung thanh ddi vdl th! trudng the chU khdng phai la mdt giao djch cy the' ndo. 2.3. Ldng trung thanh cda khach hang Ldng trung thanh cua khach hang dd dupc nghien cUu tU hdn nam . Iren, Jones va Sasser (1995) da phdn loai hai loai trung thanh Id trung thdnh ddi han vd trung thdnh ngan han. Khach hang trung thanh ddi han khdng de'thay doi IlllM hQC '^. vu, sy hai long va long trung thanh ciia khach hang doi vdi djch vy the d Viet Nam. Nghien cUu cung kham pha mdi quan he giQa cac khai mem nghien cUu nay, giup cho cac nhd quan tri