I HC HU TRNG I HC KINH T KHOA QUN TR KINH DOANH - - KHểA LUN TT NGHIP I HC ti: PHN TấCH NHặẻNG NHN T ANH HặNG N QUYT ậNH Sặ DUNG DậCH VU TIệN GặI CUA KHAẽCH HAèNG CAẽ NHN TAI HĩI S NGN HAèNG NNG NGHIP VAè PHAẽT TRIỉN NNG THN CHI NHAẽNH THặèA THIN HU Sinh viờn thc hin: Vế TH TUYT TRINH Lp: K43 Marketing Niờn khúa: 2009 - 2013 Giỏo viờn hng dn: PGS.TS NGUYN KHC HON Hu, 05/2013 Khúa lun tt nghip GVHD: PGS TS Nguyn Khc Khon Hon thnh khúa lun tt nghip ny l s tng hp kt qu hc tp, nghiờn cu sut nm hc di ging ng i hc Kinh T Hu Trong quỏ trỡnh thc nghiờn cu v vit bỏo cỏo tụi ó nhn c s quan tõm giỳp tn tỡnh ca nhiu th, cỏ nhõn, cỏc thy cụ giỏo trng i hc Kinh T Hu Trc ht tụi xin trõn trng cm n quý thy cụ giỏo ó ging dy tụi nhng nm hc i hc c bit tụi xin by t lũng tri õn sõu sc n PGS; TS Nguyn Khc Hon ó ht lũng giỳp v hng dn tụi tn tỡnh sut thi gian nghiờn cu v hon thnh bỏo cỏo Tụi cng xin gi li cm n chõn thnh n Ban Giỏm c v ton b nhõn viờn Hi s Ngõn hng Nụng nghip v Phỏt trin Nụng thụn chi nhỏnh Tha Thiờn Hu, c bit l phũng Dch v - Marketing ó to mi iu kin cho tụi thi gian thc va qua, cung cp nhng kinh nghim, kin thc thc t quý bỏu cng nh nhng t liu cn thit cho tụi vic nghiờn cu hon thnh bỏo cỏo ny SV: Vừ Th Tuyt Trinh, Lp: K43 Marketing ii Khúa lun tt nghip GVHD: PGS TS Nguyn Khc Khon Cui cựng tụi xin cm n th K43 Marketing, cm n gia ỡnh v bn bố ó ht lũng ng viờn, giỳp tụi thc hin khúa lun ny Mc dự ó c gng n lc ht sc hon thnh khúa lun tt nghip ny nhng iu kin thi gian cũn hn ch, kin thc cú hn, kinh nghim thc tin cha nhiu nờn bỏo cỏo tt nghip khụng trỏnh sai sút, tụi rt mong nhn c s úng gúp ca quý thy cụ giỏo ti c hon thin hn na Hu, thỏng nm 2013 Sinh viờn thc hin Vừ Th Tuyt Trinh i SV: Vừ Th Tuyt Trinh, Lp: K43 Marketing iii Khúa lun tt nghip GVHD: PGS TS Nguyn Khc Hon MC LC Trang LI CM N i MC LC ii DANH MC CC T VIT TT V Kí HIU v DANH MC BNG vi DANH MC BIU vii DANH MC S viii TểM TT TI NGHIấN CU ix PHN I T VN 1 Lý chn ti Mc tiờu v cõu hi nghiờn cu i tng v phm vi nghiờn cu .2 Phng phỏp nghiờn cu Túm tt b cc ti PHN II NI DUNG V KT QU NGHIấN CU Chng TNG QUAN V VN NGHIấN CU 1.1 C s lý thuyt v nghiờn cu 1.1.1 Lý thuyt chung v hnh vi ngi tiờu dựng .8 1.1.1.1 Khỏi nim hnh vi mua ca ngi tiờu dựng 1.1.1.2 Ti phi nghiờn cu hnh vi ngi tiờu dựng 1.1.1.3 Tin trỡnh quyt nh mua ca ngi tiờu dựng 1.1.1.4 Nhng yu t nh hng n quyt nh mua ca ngi tiờu dựng 10 1.1.1.5 Mụ hỡnh chi tit hnh vi mua ca ngi tiờu dựng 13 1.1.2 Nhng lý thuyt chung v NHTM v dch v NHTM 14 1.1.2.1 Khỏi nim v NHTM 14 1.1.2.2 Khỏi nim v dch v 16 1.1.2.3 Khỏi nim v dch v NH 16 1.1.2.4 Cỏc dch v ca NH 17 1.1.2.5 Cỏc c im dch v núi chung v dch v NH núi riờng 21 SV: Vừ Th Tuyt Trinh, Lp: K43 Marketing ii Khúa lun tt nghip GVHD: PGS TS Nguyn Khc Hon 1.1.2.6 Vai trũ ca NHTM 21 1.1.2.7 Cỏc nghip v c bn ca NHTM 23 1.1.3 Nhng lý thuyt chung v dch v tin gi NH 25 1.1.3.1 Khỏi nim tin gi 25 1.1.3.2 Phõn loi tin gi 25 1.1.4 S cn thit ca tin gi dõn c 26 1.1.5 Mụ hỡnh nghiờn cu 27 1.1.5.1 Cỏc mụ hỡnh nghiờn cu liờn quan 27 1.1.5.2 Mụ hỡnh nghiờn cu s dng 30 1.1.5.3 Xõy dng thang o 31 1.2 C s thc tin 32 1.2.1 Thc trng cụng tỏc tin gi ti cỏc NH Vit Nam 32 1.2.2 Thc trng cụng tỏc huy ng tin gi ti NH trờn a bn tỡnh TT Hu 32 Chng PHN TCH NHNG NHN T NH HNG N QUYT NH CA KHCH HNG C NHN S DNG DCH V TIN GI TI AGRIBANK TT HU 34 2.1 Tng quan a bn nghiờn cu .34 2.1.1 Lch s hỡnh thnh v quỏ trỡnh phỏt trin NH NHNo&PTNT chi nhỏnh TT Hu 34 2.1.2 Chc nng, nhim v ca NH NHNo&PTNT chi nhỏnh TT Hu 35 2.1.3 C cu t chc b mỏy qun lý v nhim v cỏc phũng ban Agribank TT Hu 36 2.1.4 Tỡnh hỡnh lao ng ti Hi s Agribank TT Hu giai on 2010 2012 39 2.1.5 Tỡnh hỡnh kinh doanh, kt qu hot ng ti Hi s NH NHNo&PTNT chi nhỏnh TT Hu giai on 2010 2012 40 2.1.6 Tỡnh hỡnh ti sn - ngun ti Hi s Agribank TT Hu giai on 2010 2012 43 2.1.7 Tỡnh hỡnh huy ng tin gi ti Hi s Agribank TT Hu giai on 2010 2013 45 2.1.8 Uy tớn, thng hiu v mng li hot ng ca NH 46 SV: Vừ Th Tuyt Trinh, Lp: K43 Marketing iii Khúa lun tt nghip GVHD: PGS TS Nguyn Khc Hon 2.2 Phõn tớch cỏc nhõn t nh hng n quyt nh ca khỏch hng cỏ nhõn s dng dch v tin gi ti Agribank chi nhỏnh TT Hu .47 2.2.1 Thụng tin chung v mu nghiờn cu 47 2.2.2 ỏnh giỏ tin cy ca thang o (kim nh Cronbachs Alpha) 56 2.2.3 Xỏc nh cỏc nhõn t nh hng n quyt nh s dng dch v tin gi ca khỏch hng cỏ nhõn, kt hp ỏnh giỏ tin cy v giỏ tr ca thang o sau tin hnh rỳt trớch nhõn t 59 2.2.3.1 Rỳt trớch cỏc nhõn t chớnh nh hng n quyt nh s dng dch v tin gi tit kim ti NH ca khỏch hng cỏ nhõn 59 2.2.3.2 Rỳt trớch nhõn t Quyt nh s dng dch v ca khỏch hng cỏ nhõn i vi quyt nh s dng dch v tin gi ti NH 65 2.2.4 Xõy dng mụ hỡnh hi quy 66 2.2.5 Kim nh giỏ tr trung bỡnh One_Sample T_test i vi Quyt nh s dng dch v tin gi tit kim ti NH ca Khỏch hng cỏ nhõn 69 Chng GII PHP NNG CAO HIU QU THU HT TIN GI TIT KIM 71 3.1 Phõn tớch khỏi quỏt mụ hỡnh SWOT ca Agribank TT Hu 71 3.2 Gii phỏp .73 3.2.1 Nhúm gii phỏp i vi nhõn t ng c thỳc y t NH 73 3.2.2 Nhúm gii phỏp i vi nhõn t Nim tin v ỏnh giỏ vo dch v 74 3.2.3 Nhúm gii phỏp i vi nhõn t Li ớch t dch v 74 3.2.4 Nhúm gii phỏp khỏc liờn quan n Marketing NH: 74 PHN III KT LUN V KIN NGH 76 Kt lun 76 Kin ngh 77 TI LIU THAM KHO PH LC SV: Vừ Th Tuyt Trinh, Lp: K43 Marketing iv Khúa lun tt nghip GVHD: PGS TS Nguyn Khc Hon DANH MC CC T VIT TT V Kí HIU Agribank : Ngõn hng Nụng nghip v Phỏt trin Nụng Thụn NHNo&PTNT : Ngõn hng Nụng nghip v Phỏt trin Nụng Thụn NHTM : Ngõn hng Thng mi CBCNV : Cỏn b cụng nhõn viờn CNVC : Cụng nhõn viờn chc WTO : T chc Thng mi Th gii NXB : Nh xut bn TP : Thnh ph CN : Chi nhỏnh H : i hc S : Strengths (im mnh) W : Weaknesses (im yu) O : Opportunities (c hi) T : Threats (thỏch thc) One_Sample T_test : Kim nh t mt mu Sig.(2-tailed) : Significance (2-tailed) (mc ý ngha chiu) SV: Vừ Th Tuyt Trinh, Lp: K43 Marketing v Khúa lun tt nghip GVHD: PGS TS Nguyn Khc Hon DANH MC BNG Trang Bng 2.1: Tỡnh hỡnh lao ng ti Hi s Agribank TT Hu (2010-2012) 39 Bng 2.2: Kt qu kinh doanh ti Hi s Agribank TT Hu (2010-2012) 42 Bng 2.3: Tỡnh hỡnh ti sn - ngun ti Hi s Agribank TT Hu (2010-2012) 43 Bng 2.4: Tỡnh hỡnh huy ng tin gi ti Hi s NHNHNo&PTNT TT Hu (2010 2013) 45 Bng 2.5: Thng kờ d nh gii thiu v dch v ca Agribank tng lai 55 Bng 2.6: ỏnh giỏ tin cy thang o trc tin hnh kim nh 57 Bng 2.7: ỏnh giỏ tin cy thang o i vi nhúm í kin chung v quyt nh s dng dch v trc tin hnh kim nh 59 Bng 2.8: Kt qu kim nh KMO 60 Bng 2.9: Tng bin ng c gii thớch 61 Bng 2.10: H s Cronbachs Alpha v h s ti sau phõn tớch nhõn t 64 Bng 2.11: Kim nh KMO v Bartletts Test cỏc bin quan sỏt Quyt nh s dng dch v 65 Bng 2.12: H s ti ca nhõn t Quyt nh s dng dch v 65 Bng 2.13: Kt qu xõy dng mụ hỡnh hi quy 67 Bng 2.14: Phõn tớch ANOVA 67 Bng 2.15: H s tng quan 68 Bng 2.16: Kt qu kim nh One_Sample T_test 70 SV: Vừ Th Tuyt Trinh, Lp: K43 Marketing vi Khúa lun tt nghip GVHD: PGS TS Nguyn Khc Hon DANH MC BIU Trang Biu 2.1: T l v gii tớnh khỏch hng cỏ nhõn gi tin ti Agribank 47 Biu 2.2: T l tui khỏch hng cỏ nhõn gi tin ti Hi s Agribank TT Hu 48 Biu 2.3: Thng kờ t l ngh nghip ca khỏch hng cỏ nhõn gi tin ti Hi s Agribank TT Hu 49 Biu 2.4: Thng kờ t l trỡnh hc ca khỏch hng cỏ nhõn gi tin ti Hi s Agribank TT Hu 49 Biu 2.5: Thng kờ t l thu nhp trung bỡnh thỏng ca khỏch hng cỏ nhõn gi tin ti Hi s Agribank TT Hu 50 Biu 2.6: T l kờnh thụng tin khỏch hng bit n dch v tin gi ti Hi s Agribank TT Hu 51 Biu 2.7: T l cỏc NH m khỏch hng gi tin trc n Agribank 52 Biu 2.8: T l cỏc dch v khỏch hng s dng song song vi gi tin ti Hi s Agribank TT Hu 52 Biu 2.9: T l cỏc khỏch hng thng gp giao dch ti Hi s Agribank TT Hu 53 Biu 2.10: T l k hn gi tin khỏch hng cỏ nhõn la chn ti Hi Agribank TT Hu 54 Biu 2.11: T l thi gian khỏch hng ó gi tin ti Hi s Agribank TT Hu 54 Biu 2.12: T l la chn d nh tng lai ca khỏch hng 55 SV: Vừ Th Tuyt Trinh, Lp: K43 Marketing vii PHN III: Thụng tin cỏ nhõn H v tờn: Gii tớnh: Nam N tui: 22 45 Di 22 Ngh nghip: Hc sinh, sinh viờn Hu trớ Trỡnh hc vn: 45 60 CBCNV Trờn 60 Kinh doanh, buụn bỏn Nhúm ngh khỏc Tiu hc Trung cp, Cao ng, i hc Trung hc Trờn i hc Thu nhp bỡnh quõn/ thỏng: Di triu triu triu Trờn triu Xin chõn thnh cỏm n s hp tỏc ca quý v! SV: Vừ Th Tuyt Trinh, Lp: K43 Marketing Ph lc 2: KT QU X Lí S LIU BNG PHN MM SPSS Ph lc 2.1: Thng kờ mụ t c im mu nghiờn cu gioi tinh Valid Frequency Percent Percent nam 82 52.2 52.2 Valid nu 75 47.8 47.8 Total 157 100.0 100.0 Cumulative Percent 52.2 100.0 tuoi Frequency Percent duoi 22 22- 40 Valid 40 - 60 tren 60 Total 26 56 47 28 157 16.6 35.7 29.9 17.8 100.0 Valid Percent 16.6 35.7 29.9 17.8 100.0 Cumulative Percent 16.6 52.2 82.2 100.0 nghe nghiep Frequency Percent HSSV CBCNV kinh doanh Valid huu tri nhom nghe khac Total 22 69 35 24 157 14.0 43.9 22.3 15.3 4.5 100.0 Valid Percent 14.0 43.9 22.3 15.3 4.5 100.0 Cumulative Percent 14.0 58.0 80.3 95.5 100.0 trinh hoc van Frequency Percent tieu hoc trung hoc Valid TC, CD, DH tren DH Total 24 98 30 157 SV: Vừ Th Tuyt Trinh, Lp: K43 Marketing 3.2 15.3 62.4 19.1 100.0 Valid Percent 3.2 15.3 62.4 19.1 100.0 Cumulative Percent 3.2 18.5 80.9 100.0 thu nhap binh quan thang Valid Frequency Percent Percent duoi tr 33 21.0 21.0 - tr 53 33.8 33.8 Valid - tr 40 25.5 25.5 tren tr 31 19.7 19.7 Total 157 100.0 100.0 Cumulative Percent 21.0 54.8 80.3 100.0 $c1 Frequencies tivi, bao dai, internet bang ron, to roi, ap phich a cau1 nguoi than, ban be, dong nghiep cac buoi hoi nghi, chuong trinh gioi thieu cua NH Total a Dichotomy group tabulated at value Responses N Percent 70 26.6% 61 23.2% 99 37.6% 33 12.5% 21.0% 263 100.0% 167.5% $c4 Frequencies Responses N Percent Chi gui tien tai 45 Agribank cho den Vietcombank 35 Viettinbank 30 Techcombank 23 15 cau4a Sacombank BIDV 18 ACB 23 DongABank 26 VIB 13 cac NH khac Total 230 a Dichotomy group tabulated at value SV: Vừ Th Tuyt Trinh, Lp: K43 Marketing Percent of Cases 44.6% 38.9% 63.1% Percent of Cases 19.6% 28.7% 15.2% 13.0% 10.0% 6.5% 7.8% 10.0% 11.3% 5.7% 9% 100.0% 22.3% 19.1% 14.6% 9.6% 11.5% 14.6% 16.6% 8.3% 1.3% 146.5% $c5 Frequencies Responses Percent of Cases N Percent tin dung 59 25.8% 37.6% a cau5 dich vu the 73 31.9% 46.5% toan 97 42.4% 61.8% Total 229 100.0% 145.9% a Dichotomy group tabulated at value $c6 Frequencies khong gap van de nao nhan vien co thai khong tot cau6a gap van de chuyen khoan, rut tien sai sot giay to, thu tuc Total a Dichotomy group tabulated at value Responses Percent of Cases N Percent 99 60.4% 63.1% 19 11.6% 12.1% 31 18.9% 19.7% 15 9.1% 9.6% 164 100.0% 104.5% ky han thang thang thang thang Valid thang 12 thang tren 12 thang Total Frequency Percent 49 40 37 17 157 31.2 4.5 25.5 23.6 2.5 10.8 1.9 100.0 Valid Percent 31.2 4.5 25.5 23.6 2.5 10.8 1.9 100.0 Cumulative Percent 31.2 35.7 61.1 84.7 87.3 98.1 100.0 bao lau duoi nam - nam Valid - nam nam tro len Total Frequency Percent 19 33 57 48 157 12.1 21.0 36.3 30.6 100.0 SV: Vừ Th Tuyt Trinh, Lp: K43 Marketing Valid Percent 12.1 21.0 36.3 30.6 100.0 Cumulative Percent 12.1 33.1 69.4 100.0 y dinh tuong lai Frequency Percent chi gui tiet kiem tai Agribank vua gui tai Agribank, vua gui NH khac Valid ngung gui tai Agribank, chuyen sang NH khac Total Valid co Valid Cumulative Percent Percent 52.2 52.2 82 52.2 68 43.3 43.3 95.5 4.5 4.5 100.0 157 100.0 100.0 y dinh gioi thieu hay khong Valid Frequency Percent Percent 157 100.0 100.0 Cumulative Percent 100.0 Ph lc 2.2: Kim nh tin cy thang o ca bng hi chớnh thc trc tin hnh phõn tớch nhõn t khỏm phỏ EFA Kim nh tin cy thang o nhúm Nim tin vo dch v Reliability Statistics Cronbach's Alpha N of Items 777 Item-Total Statistics Scale Mean Scale Corrected Cronbach's if Item Variance if Item-Total Alpha if Deleted Item Deleted Correlation Item Deleted toi nghi rang khoan gui tiet kiem tai Agribank se an toan toi tin gui tiet kiem tai agribank se co muc rui ro lam phat thap toi nghi muc lai suat tai agribank se tao muc sinh loi hieu qua toi nghi rang thong tin ca nhan cua toi se duoc agribank bao mat tot agribank se co chat luong dich vu tot va se don gian giao dich 15.9873 5.769 066 867 16.1310 4.258 631 711 16.0928 3.751 737 666 16.1947 3.653 727 668 16.1947 4.038 648 701 SV: Vừ Th Tuyt Trinh, Lp: K43 Marketing Kim nh tin cy thang o nhúm S ỏnh giỏ vo dch v Reliability Statistics Cronbach's Alpha N of Items 805 Item-Total Statistics Scale Corrected Cronbach's Scale Mean if Variance if Item-Total Alpha if Item Deleted Item Deleted Correlation Item Deleted khoan gui tiet kiem tai agribank la an toan tuyet doi rui ro lam phat xay voi khoan tiet kiem cua toi la toi thieu muc lai suat cua agribank la toi uu cho khoan tiet kiem thong tin ca nhan cua toi hoan toan duoc agribank bao mat chat luong dich vu cua agribank tot va giao dich that su don gian 16.6624 4.405 710 731 16.7197 4.177 707 728 16.6752 4.157 757 712 16.5414 5.032 478 799 16.5350 5.263 334 843 Kim nh tin cy thang o nhúm Chun ch quan (ngi nh hng) Reliability Statistics Cronbach's Alpha N of Items 716 Item-Total Statistics Scale Mean Scale Corrected Cronbach's if Item Variance if Item-Total Alpha if Item Deleted Item Deleted Correlation Deleted bo me toi nghi rang toi nen gui tiet kiem tai Agribank vo chong toi khuyen toi nen gui tiet kiem tai agribank ban be dong nghiep khuyen toi nen gui tiet kiem tai agribank nhung nguoi co kinh nghiem ve ngan hang goi y toi gui tiet kiem tai agribank nhan vien tu van tai agribank tu van loi ich giup toi de quyet dinh 15.5096 4.828 620 624 15.7261 4.008 783 536 15.6688 4.082 754 550 16.4268 6.259 -.050 894 15.7771 4.533 580 626 Kim nh tin cy thang o nhúm ng c thỳc y SV: Vừ Th Tuyt Trinh, Lp: K43 Marketing Reliability Statistics Cronbach's Alpha N of Items 908 10 Item-Total Statistics Scale Mean Scale Corrected Cronbach's if Item Variance if Item-Total Alpha if Deleted Item Deleted Correlation Item Deleted uy tin cua Agribank giup toi an tam hon gui tiet kiem agribank co co so vat chat tot giup toi quyet dinh gui tiet kiem lai suat cua agribank phu hop de toi gui tiet kiem agribank thuong xuyen co nhieu chuong trinh khuyen mai hap dan toi de dang tim kiem thong tin ve dich vu tien gui cua agribank agribank co doi ngu nhan vien nang dong, nhiet tinh, giau kinh nghiem Agribank la NH lon, mang luoi rong, tai chinh manh giup toi de quyet dinh co nguoi than quen cua toi lam viec o day nen toi quyet dinh gui tiet kiem agribank co lien quan den cong viec cua toi nen toi gui tien o day Agribank co trung tam giao dich rong khap, thuan tien cho viec di lai cua toi 36.5287 20.943 744 895 36.5414 21.006 741 895 36.5223 20.533 810 890 36.5414 20.711 843 889 36.6815 22.552 534 907 36.5860 21.231 721 896 36.5159 21.098 782 893 36.7452 22.165 573 905 36.7389 22.643 481 911 36.7898 22.885 481 910 Kim nh tin cy thang i nhúm í kin chung v quyt nh s dng dch v Reliability Statistics Cronbach's Alpha N of Items 906 SV: Vừ Th Tuyt Trinh, Lp: K43 Marketing Item-Total Statistics Scale Mean Scale Corrected Cronbach's if Item Variance if Item-Total Alpha if Item Deleted Item Deleted Correlation Deleted toi tin gui tiet kiem tai Agribank la phuong an huu ich cho tai san toi danh gia gui tiet kiem tai Agribank dung la phuong an phu hop nhat voi toi nhung nguoi than quen khuyen khich toi gui tiet kiem tai Agribank toi co nhu cau va mong muon gui tiet kiem tai Agribank 12.4013 4.088 737 897 12.3885 3.996 767 886 12.3885 3.893 853 855 12.4076 3.987 798 875 Ph lc 2.3: Kt qu rỳt trớch nhõn t khỏm phỏ EFA Kt qu rỳt trớch nhõn t KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy Bartlett's Test of Sphericity Approx Chi-Square df Sig Total Variance Explained Extraction Sums of Squared Initial Eigenvalues Loadings Comp onent % of Cumulative % of Cumulative Total Total Variance % Variance % 6.231 27.093 27.093 6.231 27.093 27.093 4.143 18.012 45.105 4.143 18.012 45.105 2.969 12.908 58.014 2.969 12.908 58.014 2.494 10.844 68.858 2.494 10.844 68.858 2.032 8.836 77.694 2.032 8.836 77.694 825 3.589 81.283 721 3.133 84.416 595 2.588 87.004 533 2.319 89.323 10 447 1.942 91.265 11 341 1.484 92.749 SV: Vừ Th Tuyt Trinh, Lp: K43 Marketing 779 3440.918 253 000 Rotation Sums of Squared Loadings % of Cumulative Total Variance % 5.573 24.228 24.228 3.231 14.049 38.278 3.210 13.955 52.233 3.163 13.750 65.983 2.694 11.711 77.694 12 312 1.355 94.104 13 256 1.114 95.219 14 222 965 96.184 15 190 825 97.009 16 129 560 97.569 17 118 512 98.082 18 097 420 98.502 19 088 384 98.886 20 081 353 99.238 21 074 320 99.559 22 057 248 99.807 23 044 193 100.000 Extraction Method: Principal Component Analysis Rotated Component Matrixa toi tin gui tiet kiem tai agribank se co muc rui ro lam phat thap toi nghi muc lai suat tai agribank se tao muc sinh loi hieu qua toi nghi rang thong tin ca nhan cua toi se duoc agribank bao mat tot agribank se co chat luong dich vu tot va se don gian giao dich khoan gui tiet kiem tai agribank la an toan tuyet doi rui ro lam phat xay voi khoan tiet kiem cua toi la toi thieu muc lai suat cua agribank la toi uu cho khoan tiet kiem thong tin ca nhan cua toi hoan toan duoc agribank bao mat chat luong dich vu cua agribank tot va giao dich that su don gian bo me toi nghi rang toi nen gui tiet kiem tai Agribank vo chong toi khuyen toi nen gui tiet kiem tai agribank ban be dong nghiep khuyen toi nen gui tiet kiem tai agribank nhan vien tu van tai agribank tu van loi ich giup toi de quyet dinh uy tin cua Agribank giup toi an tam hon gui tiet kiem agribank co co so vat chat tot giup toi quyet dinh gui tiet kiem lai suat cua agribank phu hop de toi gui tiet kiem SV: Vừ Th Tuyt Trinh, Lp: K43 Marketing Component 788 870 879 788 828 937 940 552 674 838 943 919 743 918 902 919 agribank thuong xuyen co nhieu chuong trinh khuyen mai hap dan toi de dang tim kiem thong tin ve dich vu tien gui cua agribank agribank co doi ngu nhan vien nang dong, nhiet tinh, giau kinh nghiem Agribank la NH lon, mang luoi rong, tai chinh manh giup toi de quyet dinh co nguoi than quen cua toi lam viec o day nen toi quyet dinh gui tiet kiem agribank co lien quan den cong viec cua toi nen toi gui tien o day Agribank co trung tam giao dich rong khap, thuan tien cho viec di lai cua toi 928 800 860 933 884 892 890 Extraction Method: Principal Component Analysis Rotation Method: Varimax with Kaiser Normalization a Rotation converged in iterations Kt qu rỳt trớch nhõn t Quyt nh s dng dch v KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy Bartlett's Test of Sphericity Approx Chi-Square 828 417.613 df Sig .000 Total Variance Explained Initial Eigenvalues Component Total % of Variance Cumulative % 3.125 371 332 172 78.129 9.273 8.292 4.306 78.129 87.402 95.694 100.000 Extraction Method: Principal Component Analysis SV: Vừ Th Tuyt Trinh, Lp: K43 Marketing Extraction Sums of Squared Loadings Total % of Variance Cumulative % 3.125 78.129 78.129 Component Matrixa Component toi tin gui tiet kiem tai Agribank la phuong an huu ich cho tai san toi danh gia gui tiet kiem tai Agribank dung la phuong an phu hop nhat voi toi nhung nguoi than quen khuyen khich toi gui tiet kiem tai Agribank toi co nhu cau va mong muon gui tiet kiem tai Agribank 848 869 924 892 Extraction Method: Principal Component Analysis a components extracted Ph lc 2.4: Kim nh tin cy tng nhúm thang o sau rỳt trớch nhõn t khỏm phỏ EFA Kim nh tin cy thang o nhúm Reliability Statistics Cronbach's Alpha N of Items 954 Item-Total Statistics Scale Mean Scale Corrected Cronbach's if Item Variance if Item-Total Alpha if Deleted Item Deleted Correlation Item Deleted chat luong dich vu cua agribank tot va giao dich that su don gian uy tin cua Agribank giup toi an tam hon gui tiet kiem agribank co co so vat chat tot giup toi quyet dinh gui tiet kiem lai suat cua agribank phu hop de toi gui tiet kiem agribank thuong xuyen co nhieu chuong trinh khuyen mai hap dan agribank co doi ngu nhan vien nang dong, nhiet tinh, giau kinh nghiem Agribank la NH lon, mang luoi rong, tai chinh manh giup toi de quyet dinh 24.8917 15.072 614 965 24.9809 13.673 898 942 24.9936 13.814 877 944 24.9745 13.666 895 942 24.9936 13.917 911 941 25.0382 14.229 807 949 24.9682 13.993 903 942 SV: Vừ Th Tuyt Trinh, Lp: K43 Marketing Kim nh tin cy thang o nhúm Reliability Statistics Cronbach's Alpha N of Items 853 Item-Total Statistics Scale Mean Scale Corrected Cronbach's if Item Variance if Item-Total Alpha if Item Deleted Item Deleted Correlation Deleted toi tin gui tiet kiem tai agribank se co 16.2102 5.295 671 822 muc rui ro lam phat thap toi nghi muc lai suat tai agribank se 16.1720 4.695 787 789 tao muc sinh loi hieu qua toi nghi rang thong tin ca nhan cua toi 16.2739 4.636 757 797 se duoc agribank bao mat tot agribank se co chat luong dich vu tot 16.2739 5.162 644 828 va se don gian giao dich thong tin ca nhan cua toi hoan toan 15.9873 5.769 479 867 duoc agribank bao mat Kim nh tin cy thang o nhúm Reliability Statistics Cronbach's Alpha N of Items 894 Item-Total Statistics Scale Mean Scale Corrected Cronbach's if Item Variance if Item-Total Alpha if Deleted Item Deleted Correlation Item Deleted bo me toi nghi rang toi nen gui tiet kiem tai Agribank vo chong toi khuyen toi nen gui tiet kiem tai agribank ban be dong nghiep khuyen toi nen gui tiet kiem tai agribank nhan vien tu van tai agribank tu van loi ich giup toi de quyet dinh 12.1592 4.045 727 880 12.3758 3.300 881 818 12.3185 3.372 848 832 12.4268 3.862 633 914 SV: Vừ Th Tuyt Trinh, Lp: K43 Marketing Kim nh tin cy thang o nhúm Reliability Statistics Cronbach's Alpha N of Items 906 Item-Total Statistics Scale Mean Scale Corrected Cronbach's if Item Variance if Item-Total Alpha if Deleted Item Deleted Correlation Item Deleted toi de dang tim kiem thong tin ve dich vu tien gui cua agribank co nguoi than quen cua toi lam viec o day nen toi quyet dinh gui tiet kiem agribank co lien quan den cong viec cua toi nen toi gui tien o day Agribank co trung tam giao dich rong khap, thuan tien cho viec di lai cua toi 11.7898 3.539 724 901 11.8535 3.216 847 857 11.8471 3.271 793 877 11.8981 3.413 793 877 Kim nh tin cy thang o nhúm Reliability Statistics Cronbach's Alpha N of Items 912 Item-Total Statistics Scale Mean Scale Corrected Cronbach's if Item Variance if Item-Total Alpha if Item Deleted Item Deleted Correlation Deleted khoan gui tiet kiem tai agribank la an toan tuyet doi rui ro lam phat xay voi khoan tiet kiem cua toi la toi thieu muc lai suat cua agribank la toi uu cho khoan tiet kiem 8.1720 2.002 732 947 8.2293 1.639 878 828 8.1847 1.716 872 834 SV: Vừ Th Tuyt Trinh, Lp: K43 Marketing Ph lc 2.5: Kt qu phõn tớch hi quy cỏc nhõn t nh hng n quyt nh s dng dch v tin gi ca khỏch hng cỏ nhõn Model Summaryb Change Statistics Std Error R Adjusted DurbinModel R of the R Square F Sig F Square R Square Watson df1 df2 Estimate Change Change Change 752a 565 551 43933 565 39.297 151 000 1.624 a Predictors: (Constant), loi ich tu dich vu, Kha nang tiep can dich vu, dong co thuc day tu NAH, niem tin va danh gia dich vu, Dong co thuc day tu ngan hang b Dependent Variable: Danh gia chung ANOVAb Model Sum of Squares df Mean Square 7.585 193 F Sig Regression 37.925 39.297 000a Residual 29.145 151 Total 67.070 156 a Predictors: (Constant), loi ich tu dich vu, Kha nang tiep can dich vu, dong co thuc day tu NAH, niem tin va danh gia dich vu, Dong co thuc day tu ngan hang b Dependent Variable: Danh gia chung Model (Constant) Dong co thuc day tu ngan hang niem tin va danh gia dich vu dong co thuc day tu NAH Kha nang tiep can dich vu loi ich tu dich vu a Dependent Variable: gia chung Coefficientsa Unstandardized Standardized Collinearity Coefficients Coefficients Statistics t Sig B Std Error Beta Tolerance VIF 242 434 4.975 000 595 060 564 9.920 000 889 1.125 300 066 254 4.530 000 917 1.090 -.009 058 -.009 -.156 876 944 1.059 -.076 062 -.070 904 1.107 294 Danh 057 293 892 1.120 SV: Vừ Th Tuyt Trinh, Lp: K43 Marketing 216 1.243 5.168 000 Ph lc 2.6: Kin nh One_Sample T_Test i vi quyt nh s dng dch v tin gi ca khỏch hng cỏ nhõn vi giỏ tr so sỏnh l (ng ý) One-Sample Statistics N Mean Std Deviation Std Error Mean Quyet dinh su dung dich vu 157 4.1322 65570 05233 One-Sample Test Test Value = t Mean df Sig (2-tailed) Difference Quyet dinh su dung 2.526 156 dich vu 013 SV: Vừ Th Tuyt Trinh, Lp: K43 Marketing 13217 95% Confidence Interval of the Difference Lower Upper 0288 2355