U TR N N T O QU N TR N O N - - ể LUN TT N P PHN TCH NHN T NH HNG N QUYT NH LA CHN GI TIN TIT KIM CA KHCH HNG C NHN TI NGN HNG CHU CHI NHNH HU SN N U V NT NT LP 43B QT N N ể N N U N OV PGS.TS Tng hp -2013 M SV: 09K4021423 u t n nm 2013 N N N O N U ể LUN TT N P GVHD: PGS.TS Hong Hu Hũa M L MC LC i DANH MC HèNH iv DANH MC BNG v PHN I: T VN - 1 L ch n ti - - Mc tiờu v cõu hi nghiờn cu - 2.1 2.1.1 Mc tiờu chung - - 2.1.2 Mc tiờu c th - - 2.2 Mc tiờu nghiờn cu - - Cõu hi nghiờn cu - - i tng v phm vi nghiờn cu - 3.1 Ni dung v i tng nghiờn cu - - 3.2 Phm vi nghiờn cu - - Phng phỏp nghiờn cu - 4.1 Phng phỏp thu nhp s liu - - 4.2 Phng phỏp tng hp v x l s liu s cp - - 4.3 Cỏc phng phỏp phõn tớch - - 4.4 Phng phỏp chuyờn gia - - PHN II: NI DUNG V KT QU NGHIấN CU - CHNG 1: TNG QUAN V HNH VI CA KHCH HNG - 1.1 L thuyt c bn v hnh vi ca khỏch hng - - 1.1.1 L thuyt hnh vi khỏch hng - - 1.1.1.1 Mụ hỡnh thỏi ba thnh phn (tricomponent attitude model) - 1.1.1.2 Mụ hỡnh thỏi n thnh phn (singlecomponent attitude models) - 1.1.1.3 Mụ hỡnh thỏi a thuc tớnh (multi-attitude model) - 1.1.2 TRA) Mụ hỡnh h c thuyt hnh ng hp l (Theory of Reasoned Action model - - 1.1.3 Mụ hỡnh hnh vi khỏch hng - 12 - 1.2 Tng quan v cỏc nghiờn cu liờn quan n hnh vi ca khỏch hng - 13 - 1.3 Khung nghiờn cu ca ti - 15 - 1.3.1 Mụ hỡnh nghiờn cu - 15 - 1.3.2 Cỏc bc thc hin ti - 16 - 1.3.2.1 Nghiờn cu nh tớnh - 16 1.3.2.2 Nghiờn cu nh lng - 16 Sinh viờn: Nguyn Th Hng Xuõn Trang i ể LUN TT N 1.3.3 P GVHD: PGS.TS Hong Hu Hũa Quy trỡnh nghiờn cu - 20 - Túm tt chng 1: - 21 CHNG 2: PHN TCH CC NHN T NH HNG N QUYT NH GI TIN TIT KIM TI NGN HNG CHU CHI NHNH HU CA KHCH HNG CC NHN - 22 2.1 Tng quan v a bn nghiờn cu - 22 - 2.1.1 Quỏ trỡnh hỡnh thnh v phỏt trin ca ngõn hng TMCP Chõu (ACB) - 22 - 2.1.1.1 Bi cnh thnh lp - 22 2.1.1.2 Tm nhỡn - 22 2.1.1.3 Chin lc - 22 2.1.2 Ngõn hng TMCP Chõu chi nhỏnh Hu - 23 - 2.1.2.1 Lch s hỡnh thnh v phỏt trin Ngõn hng TMCP Chõu - CN Hu- 23 2.1.2.2 C cu t chc - 24 2.1.2.3 Cỏc hot ng ch yu ca chi nhỏnh - 26 2.2 Khỏi quỏt chung v gi tin tit kim ngõn hng Chõu chi nhỏnh Hu - 26 - 2.2.1 Khỏch hng ca ACB CN Hu - 26 - 2.2.2 Khỏch hng gi tin tit kim ti ACB CN Hu - 27 - 2.2.3 Khỏch hng cỏ nhõn gi tin tit kim ti ACB CN Hu - 27 - 2.3 Phõn tớch cỏc nhõn t nh hng n quyt nh la ch n gi tin tit kim ca khỏch hng cỏ nhõn ti ngõn hng Chõu chi nhỏnh Hu - 28 2.3.1 Mụ t mu nghiờn cu - 28 - 2.3.2 Phõn tớch nhõn t khỏm phỏ - 34 - 2.3.2.1 Rỳt trớch nhõn t ln - 35 2.3.2.2 Rỳt trớch nhõn t ln - 36 2.3.2.3 Rỳt trớch nhõn t chớnh: ỏnh giỏ chung quyt nh gi tin tit kim ti ACB Chi nhỏnh Hu - 39 2.3.2.4 Kim nh tin cy bng h s Cronbachs Alpha - 40 2.3.2.5 iu chnh mụ hỡnh nghiờn cu - 41 2.3.3 Kim nh mụ hỡnh nghiờn cu v phõn tớch nhõn t nh hng n quyt nh la ch n gi tin tit kim ti ACB chi nhỏnh Hu - 42 2.3.3.1 Phõn tớch tng quan (h s Pearson) - 42 2.3.3.2 Phõn tớch hi quy - 44 Túm tt chng 2: - 49 CHNG : NH HNG V GII PHP TC NG N KHCH HNG V QUYT NH GI TIN TIT KIM ACB CN HU - 50 3.1 nh hng v mc tiờu phỏt trin ca khỏch hng cỏ nhõn i vi quyt nh gi tin tit kim ti ACB CN Hu - 50 - Sinh viờn: Nguyn Th Hng Xuõn Trang ii ể LUN TT N P GVHD: PGS.TS Hong Hu Hũa 3.2 Cỏc gii phỏp ch yu i vi tng yu t nh hng n quyt nh gi tin tit kim ti ACB CN Hu - 50 3.2.1 V yu t s ỏnh giỏ cỏc li ớch trc tip - 50 - 3.2.2 V yu t su ỏnh giỏ cỏc li ớch giỏn tip - 51 - 3.2.3 V tỏc ng ca ngõn hng n s thỳc y lm theo - 52 - PHN III: KT LUN V KIN NGH - 54 Kt lun - 54 - Kin ngh - 54 2.1 Kin ngh i vi cỏc c quan qun l nh nc - 54 - 2.2 Kin ngh i vi ngõn hng thng mi c phn Chõu Chi nhỏnh Hu - 55 - PH LC - - Sinh viờn: Nguyn Th Hng Xuõn Trang iii ể LUN TT N GVHD: PGS.TS Hong Hu Hũa P N M èN Hỡnh 1: Mụ hỡnh H c thuyt hnh ng hp l ca Ajzen v Fishbein - 11 Hỡnh 2: Mụ hỡnh nghiờn cu xut - 16 Hỡnh 3: Quy trỡnh nghiờn cu - 20 Hỡnh 4: C cu t chc ACB - CN Hu - 24 Hỡnh 5: C cu gii tớnh khỏch hng n giao dch gi tin tit kim ti ACB - 28 Hỡnh 6:C cu tui khỏch hng n giao dch gi tin tit kim ti ACB - 29 Hỡnh 7: Ngh nghip ca khỏch hng n giao dch gi tin tit kim ti ACB - 30 Hỡnh 8: Thu nhp ca khỏch hng n giao dch gi tin tit kim ti ACB - 31 Hỡnh 9: Thi gian gi tit kim ti ACB - 32 Hỡnh 10: Khỏch hng cú gi tin tit kim ngõn hng khỏc khụng? - 33 Hỡnh 11: Mụ hỡnh nghiờn cu hiu chnh - 41 - Sinh viờn: Nguyn Th Hng Xuõn Trang iv ể LUN TT N GVHD: PGS.TS Hong Hu Hũa P N M B N Bng 1: Phng tin khỏch hng bit n ACB - 33 Bng 2: ỏnh giỏ cỏc yu t v mc tỏc ng n khỏch hng gi tit kim ti ACB- 34 Bng 3: Kim nh KMO and Bartlett cỏc nhõn t nh hng n quyt nh la ch n - 35 Bng 4: Kim nh KMO and Bartlett cỏc nhõn t nh hng n quyt nh la ch n - 36 Bng 5: Kim nh KMO and Bartlett nhõn t ỏnh giỏ chung - 39 Bng 7: Kt qu phõn tớch nhõn t ỏnh giỏ chung - 40 Bng 8: Kim nh tin cy bng h s Cronbachs Alpha - 40 Bng 9: Ma trn h s tng quan - 43 Bng 10: Kt qu th tc ch n bin - 45 Bng 11: Kt qu R, R2 , R hiu chnh - 46 Bng 12: Kt qu kim nh phự hp ca mụ hỡnh - 47 Bng 13: Kt qu phõn tớch hi quy - 48 - Sinh viờn: Nguyn Th Hng Xuõn Trang v ể LUN TT N GVHD: PGS.TS Hong Hu Hũa P ổu tiờn, tụi xin gi n PGS.TS Hong Hu Hũa li cõm n sồu sc vỡ ó dnh nhiu thi gian v tồm huyt hng dn, giỳp v gúp ý tn tỡnh sut quỏ trỡnh thc hin bi khúa lun tt nghip Tụi xin chồn thnh cõm n Ban giỏm hiu nh trng, Khoa Quõn tr Kinh doanh cựng ton th cỏc quý Thổy, Cụ giỏo trng ọi hc Kinh T Hu ó truyn ọt v trang b nhng kin thc, kinh nghim quý giỏ cho chỳng tụi sut thi gian va qua Tụi cỹng vụ cựng cỏm n s quan tồm giỳp v tọo iu kin thun li cỷa Ngồn hng Chồu chi nhỏnh Hu, v c bit l s tn tỡnh giỳp cỷa cỏc anh, ch, ACB Phỳ Hi tụi hon thnh ti Mc dự tụi ó cú nhiu n lc hon thnh ti vi tỗt cõ s nhit tỡnh v nng lc cỷa mỡnh, nhiờn thi gian thc hin ngn v s họn ch v trỡnh chuyờn mụn nờn s khụng th trỏnh khụi nhiu thiu sút, Tụi rỗt mong nhn c nhng ý kin úng gúp quý bỏu cỷa Thổy, Cụ v cỏc bọn Hu, thỏng 05 nm 2013 Sinh viờn Nguyn Th Hng Xuồn Trang vi Sinh viờn: Nguyn Th Hng Xuõn Trang vi ể LUN TT N GVHD: PGS.TS Hong Hu Hũa P P N c n T VN t Th trng Ngõn hng Vit Nam l mt th trng tr v y nng ng S phỏt trin ca h thng Ngõn hng Vit Nam thi gian gn õy rt ỏng ghi nhn Bờn cnh s gia tng s lng cỏc Ngõn hng l s phỏt trin a dng ca cỏc loi hỡnh dch v b sung m khỏch hng cỏ nhõn s dng ph bin l: vay t ngõn hng, gi tit kim, th toỏn, mua bỏn ngoi t v toỏn quc t Mc dự khụng em li nhiu ngun li nh nhúm khỏch hng doanh nghip nhng nhiu nh qun l Ngõn hng ó v ang rt quan tõm n phõn khỳc khỏch hng cỏ nhõn bi vỡ phõn khỳc ny em li ngun doanh thu chc chn ớt ri ro, nõng cao kh nng a dng húa cỏc sn phm v dch v phi ngõn hng Chớnh bi vỡ s phỏt trin khụng ngng ca th trng Ngõn hng Vit Nam hin ó giỳp cho khỏch hng cú nhiu la ch n v d dng hn vic thay i ngõn hng Do ú ngõn hng no mun thu hỳt khỏch hng v chim lnh th trng khỏch hng cỏ nhõn tim nng ny thỡ phi quan tõm n vic tỡm hiu, phõn tớch cỏc nhõn t nh hng n khỏch hng Bờn cnh ú m i sng ngy cng c nõng cao thỡ vic ngi dõn ngoi vic chi tiờu thu nhp cho nhng nhu cu thit yu thỡ h cũn chi tiờu cho nhng nhu cu cao hn nh gii trớ, mua sm,du lch vv Phn thu nhp d tha s dựng u t hoc tớch ly ti sn Nhng ngi thớch ri ro cú c sut sinh li cao h s u t vo cỏc loi chng khoỏn, vng, ngoi t, cỏc d ỏn vv Nhng ngi thớch an ton ngi ta s ch n phng ỏn gi tin vo ngõn hng Hin ó xut hin ngy cng nhiu hn cỏc h thng ngõn hng, ú khụng ch l ngõn hng nh nc m cũn l cỏc ngõn hng t nhõn Ngõn hng c hỡnh thnh nờn nh l mt s tt yu ỏp ng nhu cu v dch v ti chớnh cho xó hi Vi iu kin cú khỏ nhiu ngõn hng la ch n thỡ vic nghiờn cu cỏc yu t nh hng n xu hng la ch n dch v tit kim ti ngõn hng Chõu CN Hu s giỳp cho cỏc ngõn hng núi chung v ngõn hng Chõu núi riờng cú nhng chin lc phự hp nõng cao uy tớn v cht lng phc v tr thnh s la ch n hng u ca khỏch hng Sinh viờn: Nguyn Th Hng Xuõn Trang - - ể LUN TT N GVHD: PGS.TS Hong Hu Hũa P Xut phỏt ú tụi quyt nh ch n ti: PHN TCH N N N QU N T N N L NT N N N N T N T U T N N T N M N U lm lun tt nghip ca mỡnh Mc t ờu v cõu n 2.1 ờn cu Mc tiờu nghiờn cu 2.1.1 Mc tiờu chung Trờn c s xỏc nh cỏc nhõn t nh hng dn quyt nh la ch n gi tin tit kim ca khỏch hng xut cỏc gii phỏp nõng cao lũng tin ca khỏch hng cỏ nhõn quyt nh gi tin tit kim ti ngõn hng ACB CN Hu 2.1.2 Mc tiờu c th H thng húa cỏc c s l lun v thc tin v hnh vi khỏch hng v quyt nh mua ca khỏch hng; Xỏc nh cỏc nhõn t nh hng n quyt nh la ch n ca khỏch hng cỏ nhõn i vi ACB CN Hu gi tin tit kim; xut cỏc gii phỏp ch yu cho cỏc ngõn hng trỡ khỏch hng c v thu hỳt khỏch hng tim nng õu hi nghiờn cu 2.2 Xỏc nh khung lý thuyt nghiờn cu quyt nh la ch n Ngõn Hng gi tin tit kim? Nhõn t no nh hng n quyt nh la ch n gi tin tit kiờm ti ACB chi nhỏnh Hu ca khỏch hng cỏ nhõn? Vai trũ ca tng nhõn t i vi quyt nh la ch n gi tin tit kiờm ti ACB chi nhỏnh Hu ca khỏch hng cỏ nhõn? õu l gii phỏp gia tng quyt nh ca khỏch hng cỏ nhõn gi tin tit kim ti ACB chi nhỏnh Hu? tn v p m v n 3.1 ờn cu Ni dung v i tng nghiờn cu Ni dung nghiờn cu: Quyt nh gi tin tit kim ca khỏch hng cỏ nhõn ngõn hng Chõu chi nhỏnh Hu Sinh viờn: Nguyn Th Hng Xuõn Trang - - ể LUN TT N GVHD: PGS.TS Hong Hu Hũa P i tng kho sỏt: Khỏch hng cỏ nhõn n giao dch gi tin ti ngõn hng Chõu chi nhỏnh Hu 3.2 Phm vi nghiờn cu V khụng gian: Nghiờn cu c tin hnh trờn a bn thnh ph Hu; a im iu tra d liu s cp bao gm im: Sn giao dch ACB chi nhỏnh Hu; Phũng giao dch ACB An Cu v Phũng giao dch ACB Phỳ Hi V Thi gian: Phõn tớch ỏnh giỏ thc trng giai on 2010 2012; xut gii phỏp n nm 2015 P n p 4.1 pn ờn cu Phng phỏp thu nhp s liu S liu th cp: Thu thp s liu th cp ti n v thc tp: ACB CN Hu v ACB Phỳ Hi Tin hnh thu thp s liu th cp trờn cỏc ngun nh: sỏch, chớ, website v cỏc nghiờn cu ó tin hnh trc ú S liu s cp: Phng trc tip khỏch hng ti cỏc phũng giao dch ca Ngõn hng Chõu ti Hu bng phiu kho sỏt 4.2 Phng phỏp tng hp v x lý s liu s cp D liu thu thp c h thng húa bng phng phỏp phõn b v x k bng phn mm SPSS phiờn bn 16.0 Sau mó húa v lm sch d liu s tip tc c a vo phõn tớch 4.3 ỏc phng phỏp phõn tớch Phõn tớch thng kờ mụ t: Dựng mụ t c tớnh c bn ca i tng nghiờn cu nh: tui, gii tớnh, ngh nghip, thu nhp, Kim nh thang o: Kim nh tin cy ca thang o bng h s Cronbachs Alpha Nhiu nh nghiờn cu ngh rng h s Cronbachs Alpha t 0.8 n gn thỡ thang o lng l tt, t 0.7 n gn 0.8 l s dng c Sinh viờn: Nguyn Th Hng Xuõn Trang - - ể LUN TT N GVHD: PGS.TS Hong Hu Hũa P Component Transformation Matrix Compo nent 521 479 454 386 234 259 149 -.603 068 -.039 110 728 283 089 -.039 -.540 558 -.237 -.138 565 023 328 273 -.323 -.707 216 365 -.181 429 -.554 -.466 412 256 202 -.122 226 -.247 053 -.300 304 -.355 759 -.142 178 -.396 149 -.437 483 587 Extraction Method: Principal Component Analysis Rotation Method: Varimax with Kaiser Normalization b Rỳt trớch nhõn t ln KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy Bartlett's Test of Sphericity Approx Chi-Square 1.638E3 df 300 Sig .000 Communalities Initial 765 Extraction NT1 1.000 637 NT2 1.000 578 NT3 1.000 802 NT4 1.000 689 NT5 1.000 690 DG7 1.000 655 DG8 1.000 791 DG9 1.000 712 DG10 1.000 681 DG11 1.000 768 DG12 1.000 576 DG13 1.000 754 DG14 1.000 730 Sinh viờn: Nguyn Th Hng Xuõn ể LUN TT N GVHD: PGS.TS Hong Hu Hũa P AH15 1.000 537 AH16 1.000 616 AH17 1.000 529 AH18 1.000 670 AH19 1.000 707 TD20 1.000 527 TD21 1.000 577 TD22 1.000 659 TD23 1.000 730 TD24 1.000 485 TD25 1.000 798 TD26 1.000 780 Extraction Method: Principal Component Analysis Total Variance Explained Extraction Sums of Squared Rotation Sums of Squared Loadings Loadings Initial Eigenvalues Component Total % of Cumulative Variance % Total % of Cumulative Variance % Total % of Cumulative Variance % 6.144 24.577 24.577 6.144 24.577 24.577 3.023 12.092 12.092 2.415 9.658 34.235 2.415 9.658 34.235 2.809 11.235 23.326 2.163 8.654 42.889 2.163 8.654 42.889 2.733 10.931 34.257 1.886 7.544 50.433 1.886 7.544 50.433 2.461 9.842 44.100 1.634 6.535 56.967 1.634 6.535 56.967 2.225 8.900 52.999 1.302 5.207 62.175 1.302 5.207 62.175 2.066 8.262 61.262 1.133 4.530 66.705 1.133 4.530 66.705 1.361 5.443 66.705 888 3.551 70.256 837 3.350 73.606 10 785 3.139 76.745 11 746 2.985 79.730 12 684 2.735 82.465 13 534 2.138 84.603 14 507 2.027 86.630 15 458 1.830 88.460 16 423 1.693 90.153 Sinh viờn: Nguyn Th Hng Xuõn ể LUN TT N GVHD: PGS.TS Hong Hu Hũa P 17 391 1.562 91.715 18 378 1.510 93.225 19 339 1.357 94.582 20 321 1.284 95.866 21 291 1.164 97.031 22 215 860 97.891 23 198 792 98.683 24 175 699 99.381 25 155 619 100.000 Extraction Method: Principal Component Analysis Component Matrix a Component NT1 672 NT2 NT3 516 NT4 591 NT5 536 -.561 -.539 DG7 DG8 666 DG9 567 DG10 578 DG11 617 DG12 581 DG13 701 DG14 -.520 AH15 588 AH16 559 AH17 510 AH18 553 AH19 TD20 TD21 611 TD22 686 Sinh viờn: Nguyn Th Hng Xuõn ể LUN TT N TD23 GVHD: PGS.TS Hong Hu Hũa P 543 TD24 TD25 509 TD26 Extraction Method: Principal Component Analysis a components extracted Rotated Component Matrix a Component NT1 750 NT2 632 NT3 853 NT4 718 NT5 780 DG7 725 DG8 799 DG9 787 DG10 707 DG11 807 DG12 653 DG13 778 DG14 820 AH15 636 AH16 711 AH17 552 AH18 783 AH19 794 TD20 552 TD21 735 TD22 693 TD23 818 TD24 556 TD25 875 TD26 813 Sinh viờn: Nguyn Th Hng Xuõn ể LUN TT N GVHD: PGS.TS Hong Hu Hũa P KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy Bartlett's Test of Sphericity Approx Chi-Square 765 1.638E3 df 300 Extraction Method: Principal Component Analysis Rotation Method: Varimax with Kaiser Normalization a Rotation converged in iterations Component Transformation Matrix Compo nent 492 477 467 395 252 271 139 -.614 077 -.084 106 728 246 091 -.072 -.545 548 -.239 -.104 572 038 338 275 -.325 -.703 216 371 -.165 432 -.552 -.464 418 255 201 -.115 241 -.243 075 -.293 319 -.386 736 -.131 172 -.385 147 -.428 459 624 Extraction Method: Principal Component Analysis Rotation Method: Varimax with Kaiser Normalization c Rỳt trớch nhõn t: ỏnh giỏ chung KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy Bartlett's Test of Sphericity Approx Chi-Square df Sig Communalities Initial Extraction C27 1.000 747 C28 1.000 694 C29 1.000 646 C30 1.000 284 Extraction Method: Principal Component Analysis Sinh viờn: Nguyn Th Hng Xuõn 690 189.562 000 ể LUN TT N GVHD: PGS.TS Hong Hu Hũa P Total Variance Explained Initial Eigenvalues Component Total % of Variance Extraction Sums of Squared Loadings Cumulative % 2.371 59.284 59.284 826 20.656 79.940 522 13.042 92.982 281 7.018 100.000 Total % of Variance 2.371 Extraction Method: Principal Component Analysis Component Matrix a Component C27 864 C28 833 C29 804 C30 533 Extraction Method: Principal Component Analysis a components extracted d Cronbachs Alpha Reliability Statistics Cronbach's Alpha N of Items 788 Item-Total Statistics Cronbach's Scale Mean if Item Deleted Scale Variance if Corrected ItemItem Deleted Total Correlation Alpha if Item Deleted AH15 16.1419 3.175 553 754 AH16 16.2774 3.007 618 733 AH17 16.0645 3.074 431 800 AH18 16.0387 2.895 643 723 AH19 16.0194 2.993 617 733 Sinh viờn: Nguyn Th Hng Xuõn 59.284 Cumulative % 59.284 ể LUN TT N GVHD: PGS.TS Hong Hu Hũa P Reliability Statistics Cronbach's Alpha N of Items 819 Item-Total Statistics Cronbach's Scale Mean if Scale Variance if Corrected Item- Item Deleted Item Deleted Total Correlation Alpha if Item Deleted DG11 11.6774 1.739 740 724 DG12 12.0710 1.729 544 841 DG13 11.7677 1.920 741 734 DG14 11.8258 2.119 608 791 Reliability Statistics Cronbach's Alpha N of Items 822 Item-Total Statistics Cronbach's Scale Mean if Scale Variance if Corrected Item- Item Deleted Item Deleted Total Correlation Alpha if Item Deleted DG7 10.8968 2.561 594 798 DG8 10.9935 2.370 755 726 DG9 11.1742 2.469 652 772 DG10 10.6774 2.441 589 804 Reliability Statistics Cronbach's Alpha N of Items 756 Item-Total Statistics Cronbach's Scale Mean if Item Deleted Scale Variance if Corrected ItemItem Deleted Sinh viờn: Nguyn Th Hng Xuõn Total Correlation Alpha if Item Deleted ể LUN TT N GVHD: PGS.TS Hong Hu Hũa P C27 11.1484 2.179 667 639 C28 11.3742 2.223 635 656 C29 10.8710 2.087 600 673 C30 11.0645 2.593 345 809 Reliability Statistics Cronbach's Alpha N of Items 293 Item-Total Statistics Cronbach's Scale Mean if Item Deleted Scale Variance if Corrected ItemItem Deleted Total Correlation Alpha if Item Deleted NT1 2.7871 428 174 a NT2 3.8065 300 174 a a The value is negative due to a negative average covariance among items This violates reliability model assumptions You may want to check item codings Reliability Statistics Cronbach's Alpha N of Items 707 Item-Total Statistics Cronbach's Scale Mean if Item Deleted Scale Variance if Corrected ItemItem Deleted Total Correlation Alpha if Item Deleted TD24 7.4194 1.232 357 827 TD25 7.3484 1.151 629 509 TD26 7.2581 972 628 477 Reliability Statistics Cronbach's Alpha N of Items 692 Sinh viờn: Nguyn Th Hng Xuõn ể LUN TT N GVHD: PGS.TS Hong Hu Hũa P Item-Total Statistics Cronbach's Scale Mean if Item Deleted Scale Variance if Corrected ItemItem Deleted Alpha if Item Total Correlation Deleted TD20 10.7419 1.725 370 721 TD21 10.1742 1.950 500 617 TD22 10.7032 1.846 483 622 TD23 10.1677 1.829 608 555 Reliability Statistics Cronbach's Alpha N of Items 796 Item-Total Statistics Cronbach's Scale Mean if Item Deleted Scale Variance if Corrected ItemItem Deleted Alpha if Item Total Correlation Deleted NT3 7.8968 496 750 610 NT4 7.9097 524 545 828 NT5 7.8710 516 638 723 e Kim nh mụ hỡnh nghiờn cu v phõn tớch hi quy Case Processing Summary Cases Valid N REGR factor score for analysis REGR factor score for analysis REGR factor score for analysis REGR factor score for analysis Missing Percent N Total Percent N Percent 155 100.0% 0% 155 100.0% 155 100.0% 0% 155 100.0% 155 100.0% 0% 155 100.0% 155 100.0% 0% 155 100.0% Sinh viờn: Nguyn Th Hng Xuõn ể LUN TT N GVHD: PGS.TS Hong Hu Hũa P REGR factor score for analysis REGR factor score for analysis REGR factor score for analysis 155 100.0% 0% 155 100.0% 155 100.0% 0% 155 100.0% 155 100.0% 0% 155 100.0% Tests of Normality a Kolmogorov-Smirnov Statistic REGR factor score for analysis REGR factor score for analysis REGR factor score for analysis REGR factor score for analysis REGR factor score for analysis REGR factor score for analysis REGR factor score for analysis df Shapiro-Wilk Sig Statistic df Sig .086 155 008 976 155 009 147 155 000 868 155 000 083 155 012 971 155 002 134 155 000 918 155 000 115 155 000 979 155 016 099 155 001 975 155 007 149 155 000 975 155 007 a Lilliefors Significance Correction Correlations Nim tin ỏnh giỏ ỏnh giỏ v nhng ỏc li cỏc li cỏc li ngi ớch trc ớch giỏn ớch trc nh tip tip tip hng Nim tin v nhng ngi nh hng ỏnh giỏ cỏc li ớch giỏn tip ỏnh giỏ Tỏc ng S thỳc c ngõn lm ỏnh hng n theo c giỏ s thỳc khỏch chung lm hng theo H s 1.000 001 -.018 021 013 -.014 113 Sig 990 820 795 877 867 162 N 155 155 155 155 155 155 155 H s Sig N H s 001 990 155 -.018 1.000 155 030 030 715 155 1.000 -.211** 008 155 -.147 -.019 817 155 015 092 253 155 -.008 223** 005 155 817** Sinh viờn: Nguyn Th Hng Xuõn ể LUN TT N cỏc li ớch Sig trc tip N ỏc li ớch H s trc tip Sig N H s S thỳc lm Sig theo c N khỏch hng Tỏc ng c ngõn hng n s thỳc lm theo ỏnh giỏ chung GVHD: PGS.TS Hong Hu Hũa P 820 155 021 795 155 013 877 155 715 155 -.211** 008 155 -.019 817 155 155 -.147 068 155 015 848 155 068 155 1.000 155 -.201* 012 155 848 155 -.201* 012 155 1.000 155 924 155 038 638 155 -.032 688 155 000 155 -.105 193 155 071 380 155 H s Sig N -.014 867 155 092 253 155 -.008 924 155 038 638 155 -.032 688 155 1.000 155 291** 000 155 H s Sig N 113 162 155 223** 005 155 817** 000 155 -.105 193 155 071 380 155 291** 000 155 1.000 155 f Hi quy Variables Entered/Removed a Variables Model Variables Entered Removed REGR factor score for analysis REGR factor score for analysis Method REGR factor score for analysis Stepwise (Criteria: Probability-of-F-to-enter = 100) Stepwise (Criteria: Probability-of-F-to-enter = 100) Stepwise (Criteria: Probability-of-F-to-enter = 100) a Dependent Variable: REGR factor score for analysis Model Summary Model R R Square Adjusted R Std Error of the Square Estimate 805 a 648 645 59545576 883 b 780 777 47226566 c 826 822 42185184 909 Sinh viờn: Nguyn Th Hng Xuõn ể LUN TT N GVHD: PGS.TS Hong Hu Hũa P a Predictors: (Constant), REGR factor score for analysis b Predictors: (Constant), REGR factor score for analysis 1, REGR factor score for analysis c Predictors: (Constant), REGR factor score for analysis 1, REGR factor score for analysis 1, REGR factor score for analysis d ANOVA Model Sum of Squares Mean Square Regression 99.751 99.751 Residual 54.249 153 355 Total 154.000 154 Regression 120.099 60.049 33.901 152 223 Total 154.000 154 Regression 127.128 42.376 26.872 151 178 154.000 154 Residual df Residual Total F Sig 281.332 000 a 269.238 000 b 238.123 000 c a Predictors: (Constant), REGR factor score for analysis b Predictors: (Constant), REGR factor score for analysis 1, REGR factor score for analysis c Predictors: (Constant), REGR factor score for analysis 1, REGR factor score for analysis 1, REGR factor score for analysis d Dependent Variable: REGR factor score for analysis Coefficients a Standardized Unstandardized Coefficients Model B (Constant) -8.288E-17 048 805 048 -4.773E-17 038 805 038 363 038 REGR factor score for analysis (Constant) Std Error REGR factor score for analysis REGR factor score for analysis Sinh viờn: Nguyn Th Hng Xuõn Coefficients Beta t Sig .000 1.000 16.773 000 000 1.000 805 21.148 000 363 9.551 000 805 ể LUN TT N GVHD: PGS.TS Hong Hu Hũa P (Constant) -9.935E-18 034 805 034 363 214 REGR factor score for analysis REGR factor score for analysis REGR factor score for analysis 000 1.000 805 23.675 000 034 363 10.693 000 034 214 6.285 000 a Dependent Variable: REGR factor score for analysis Excluded Variables c Collinearity Statistics Partial Model Beta In REGR factor score for analysis REGR factor score for analysis REGR factor score for analysis t Sig Correlation Tolerance 363 a 9.551 000 612 1.000 214 a 4.757 000 360 1.000 214 b 6.285 000 455 1.000 a Predictors in the Model: (Constant), REGR factor score for analysis b Predictors in the Model: (Constant), REGR factor score for analysis 1, REGR factor score for analysis c Dependent Variable: REGR factor score for analysis Sinh viờn: Nguyn Th Hng Xuõn ể LUN TT N GVHD: PGS.TS Hong Hu Hũa P CNG HềA X HI CH NGHA VIT NAM c lp T Hnh phỳc -o0o - N Kớn : N N N N V T TP Ban giỏm c Ngõn hng TMCP Chõu chi nhỏnh Hu Giỏm c Phũng giao dch Phỳ Hi Hu Tụi tờn l: Nguyn Th Hng Xuõn Sinh viờn lp: K43B Tng hp, Khoa Qun Tr Kinh Doanh, Trng i H c Kinh T Hu Trong thi gian qua c s ng ca Qu Ngõn hng, tụi c thc ti phũng giao dch Phỳ Hi Hu t ngy 18/02/2013 n ngy 13/04/2013 Trong thi gian thc ti õy, tụi nhn c s hng dn tn tỡnh, chu ỏo ca cỏc anh, ch lm vic ti PGD Phỳ Hi Hu v ó cú c hi tỡm hiu cỏc hot ng giao dch ti õy Nay tụi lm n ny kớnh mong Giỏm c Phũng giao dch Phỳ Hi Hu xỏc nhn cho tụi v vic ó hon thnh chng trỡnh thc tt nghip ti qu Ngõn hng thi gian trờ Tụi xin chõn thnh cm n! Hu, ngy 17 thỏng nm 2013 Ngi lm n Nguyn Th Hng Xuõn Sinh viờn: Nguyn Th Hng Xuõn ể LUN TT N P GVHD: PGS.TS Hong Hu Hũa NHN XẫT CA N V THC TP Xỏc nhn ca n v thc Sinh viờn: Nguyn Th Hng Xuõn ... Bi cnh thnh lp - 22 2.1.1.2 Tm nhỡn - 22 2.1.1.3 Chin lc - 22 2.1.2 Ngõn hng TMCP Chõu chi nhỏnh Hu - 23 - 2.1.2.1 Lch s hỡnh thnh v phỏt trin Ngõn hng... 2.1.2.2 C cu t chc - 24 2.1.2.3 Cỏc hot ng ch yu ca chi nhỏnh - 26 2.2 Khỏi quỏt chung v gi tin tit kim ngõn hng Chõu chi nhỏnh Hu - 26 - 2.2.1 Khỏch hng ca ACB CN Hu ... hng v chim lnh th trng khỏch hng cỏ nhõn tim nng ny thỡ phi quan tõm n vic tỡm hiu, phõn tớch cỏc nhõn t nh hng n khỏch hng Bờn cnh ú m i sng ngy cng c nõng cao thỡ vic ngi dõn ngoi vic chi tiờu