Y Tế - Sức Khỏe - Nông - Lâm - Ngư - Tài chính - Ngân hàng TAI CRlNH II8AN HANG - BAO HIEM MOI QUAN HE GI0A HAI LONG KHACH HANG VE CHAT LUOfNG DICH VU, QUY CHUAN CHU QUAN VA TRUNG THANH KHACH HANG TAI NGAN HANG TMCP NGOAI THlJQNG VIET NAM - CHI NHANH BINH THUAN • DINH PHI HO - H U Y N H THE N G U Y E N - DO D O A N TRANG - N G U Y E N M I N H H A I - TA M I N H KHOI T 6 M T A T : Hau het cac ngan hang dang phai dd''''i mat vdi viec giff chan khach hang vii md rdng thj phan. Cd ra''''t nhieu nghien cffu ve md''''i quan he giffa sff hai ldng vdi chat Iffdng djch vu nhffng vi6c xem xet md''''i quan he qua lai giffa sff hai long va long trung thiinh lai chffa dffdc quan tam d^y du, dac biet la tieu chuan chii quan eiJa khach hang. Day la mdt va''''n de day thach thffc cho cac nha quan ly trong ITnh vffc ngan hang. Bai vie''''t nhdm lam rd md''''i quan he giffa hai long khdch hang ve cha''''t Iffdng dich vu, quy chuiin chli quan va trung thanh tai Ngan hang T M C P Ngoai Thffdng Viet Nam - Chi nhanh Binh Thuan. Nghiencffusff dung dff lieu khao sat 360 khach hang \ a dp dung md hinh ca''''u iriic tuyen linh. Ke''''t qua cho tha''''y, cd 5 yeu td''''anh hffdng bao gdm: (i) Sff dap ffng; (ii) Hffu hinh; (iii) Dam bao; (iv) Dang tin cay va (v) Quy chuan chu quan. Tff khda: Sff hai long, quy chuan chu quan. trung thanh khdch hang, md hinh cii''''u true luye''''n linh. Ngan hiing Ngoai thffdng Viet Nam. Chi nhanh tinb Binh Thuan. 1, Dait va''''nde qua lai giffa sff hai Idng \ a long trung thanh van Sff hai Idng eua khach hang lii ke''''i qua quan chffa dffdc chil >''''. dac biet la tieu chuan chu quan Irgng nhat trong iie''''p thi. nham ihu hut hg giao ciia khdch hang. Day cung la mdl va''''n de thach dich vdi ngan hang. Tuy nhien. de duy iri ihl phan thffc dd''''i vdi cac nha nghien cffu va nha quUn ly ben vffng. nd iai ddi hdi mdt Iffdng khach hang trong bd''''i canh hdi nhap qud''''e te'''' cua Viet Nam. trung thanh. Trong thdi gian qua. da cd nhieu dae biet la trong linh vffc ngan hang - ndi dang nghien cffu \ e md''''i quan he giffa sff hai long va phai dd''''i mat vdi sff canh iranh gay ga''''t ve khach chai lffdng dich vu nhffng xem \ e i md''''i quan he hang vii thi phan. So 9-Thang 5/2020 297 TAP CHI CONG THIfONG Nghien cffu n.i\ lap trung \iio: (ii Xai. dinh mdl quan he giffa sff hai long, chuan mffc chu quan vii Idng irung thanh cua khdch hang; iii) .\a> dffng md hinh dinh lu''''dng ve md''''i quan he giffa s\i hai Idng. chuan mffc chu quan vii Idng trung thiinh cua khach hang. Nghien cffu da thffc hien khao sdi 360 khach hang tai Ngan hang Thu''''dng mai Cd phan Ngoai ihffdng Viet Nam - Chi nhanh Binh Thuan dO tao cd sd thffc tien cho md hinh do lu''''dng. 2. Tong quan ly thuyg''''t \a md hinh nghien effu 2.1. Chd''''t lUcfng dich vu Chat lu''''dng dich \u (ser\iee quality) la \iec cung cii''''p dich vu dap ffngda> du nhffng yeu cau. mong ddi vii hai ldng khach hang. Khdch hiing ddng vai trd quyet dinh dd''''i vdi \ iee xem xet eha''''l kfdng dich vu dffdc cung cap (Gan \a cdng sy. 2006; ()>enig\ \a Joachim. 2008). Cha''''l Iffdng tlich vu dffdc xem nhff la ye''''u id'''' quan irong cua ngiinh ngan hang (Stafford. 1994) vi md''''i lien he chdl chCMdi chi phi (Crosby. 1979). kha ndng sinh Idl (Rust va Zahorik. 1993). sff hiii Idng khach hiingiBollon va Drew, 1991). GronroDs (1984) cho rdng. cha''''t Iffdng dich \u dffdc do Iffdng bdi 03 ihanh phan; chat Iffdng k\ thuat, cha''''t Iffdng chffc ndng \ii chat Iffdng hinh anh. Trong khi, Parasuraman va cdng sff (lys."^. I9S8) cho rang, chat li/dng dich \u du''''de do lu''''dng bdi 5 thanh phan, thdng qua thang do SERVQUAL dd tin cay (reliability), linh dap ffng (responsiveness), tinh dam bao (assurance), phffdng lien hffu hinh (tangibles) va sffdong ciim (empathy). Mac du cd nhieu tranh luan kbac nhau. nhffng pho bie''''n hien nay sff dung thang do SERVQUAL. Trong nganh ngan bang cung cd nhieu nghien cffu sff dung thang do SERVQU.\L de do Iffdng chat Iffdng dich vu (Ladhari. 2009: Mei\:i cdng sff. 2013: Setiady \a cdng sU 2018) 2.2. Quy chudn chu quan Qu'''' chuan chu quan (subjective norm) dUdc dinb nghia nhu''''nhan thffc cila mdt ngi/di anh hi/dng den hanh \i khi ra quyet dinh mua mdt siin pham ha\ dich vu (Fishbein vii Ajzen. 1975). NhJn ihffc do bi lac ddng bdi anh hffdng \a hdi. bao gdm: (i) Nou''''di than trong gia dinh. ban be (Smith vd Louis. 2009; C!aldini\;i edng su. 1990); (li) Ddng nghiep. dif luan \a hdi (Smith \ii Louis. 2009). 2.3. Hdi long khdch hdng Theo Oliver (1980). sff bSi Idng la phiin ii \ e mat tinh cam cua khach hiing lien quan d s\{ kbdc biet giffa mong ddi tru''''dc khi sff dung cam nhan nd sau khi sff dung s.in pham/dich Sff hai long khach hang la kei qua quan irg nhat trong tie''''p ±i. No phue vu cho \ iec ddnh j thai dd khdch hang tff liic mua san pham/dieh ke''''t nd''''i cho den djch vu hau mai (Jaiiuil vii Nas 2003; Zeithaml \ii Bitner. 2003; Mishra. 2009 2.4. Trung thdnh khdch hdng Pearson (1996) cho rSng. trung ihanh kha hii ng nhff la iff duy rieng cua khach hang, ngffdi thai dd ffa thich mot cdng i'''' naodd. thffdng xuy mua san pha''''m hodc djch vu va gidi ihicu il ngu''''di khde. Muc tieu cua tie''''p can khach hd khdng chi lii lam cho khach hang bin long mii c lam cho hg trung ihanh. dc hg khdng chi n ihffdng xuyen san phiim ma cdn gidi thieu nd d ngu''''di khiic (Koller vd Amstrong, 2012). Tl Oliver {1993); Dick vii Basu (1994); Chaudhuri Holbrook (2001), ldng trung thanh cua kha hang ndi len xu hifdng cua ho khi mua va sff du san pham/djeb vu cua thffdng hieu nao dd irc mdl lap cac thffdng hieu canh tranh cd mdt iren tru''''dng va lap lai hanh vi niiy; bieu bifen thdi hodc hanh vi gan bd vdi nhd cung ca''''p dich vu c khdch hiing. Kabiraj va Shanmugan (2011), nhan dien Id trung thanh cua khdch bang dffdc tie''''p can di hai gdc do: (i) Diia vao hiinh vi cua khach hiii each tie''''p can niiy xem xel ldng trung thanh the qua hanh ddng mua ldp lai, sff dung ihu''''dng xuy mdt san pham/dich vu cua khach hang. Th each liep can niiy thi long trung thdnh nhff n Idl cam ke''''t cua khach hang mua hoae sff du thffdng hieu mdt san pham/dich vu trong tu''''t Iai. mac du anh hu''''dng bdi nhffng tinh hud''''ng lae dgng cua thj irffdng cd the ldm thay doi ha vi bat thffdng cua hp; (ii) Du''''a vao thdi dp c khach hang: caeh tie''''p can nay mud''''n nha''''n ma den y dinh eua khdch hang trong viec lieu diJ san pham/dich vu. Rossiter va Percy (1987) nhj''''n manh hdn, Ic trung Ihiinh cua khdch hang di/dc the hien c thdi dp ihien cam cua hp dd''''i vdi san pham/d \u vd se sff dung san phd''''m/dich vu dd c ihdi gian. 298 So 9-Thdng 5/2020 TAI CHiNI-NGAN HANG-BAO HIEM 2.5. Qtmn /if giSa giiia chat lUcfng dich vu - hdi long • trung thdnh Naeem vii Saif (2009) tim tha''''y md''''i quan he giifa chat Iffdng dich \u \a sff hai Idng khach hang irong h? ihd''''ng ngan hang d Pakistan. Nhieu nghien cffu khac tff thap nien 2000 de''''n nay cho thS''''y. chat lffdng dich vu lac ddng dffdng den sff hai ldng cua khach hiing (Beeriy vd cgng sff, 2004: Ueilschy vii cdng sff, 2009; Naeem va Saif. 2009; Arokiasamy va Abdullah, 2013). Raajbool (2004); Beeriy va cdng sff (2004); Ueilschy va cdng sff (2009); Chang vil cdng sff (2009) dffa ra tranh luan ve cha''''t Iifdng djch vu anh hifdng den sff hai Idng khach hang va nd lai tac dOng den long trung thanh khach hang. Nhieu nghien cffu khde iff ihap nien 90 de''''n nay cho tha''''y. chd''''l Iffdng dich vu tac ddng dffdng de''''n sif bai long \ii irung thanh cua khach hang (Rust vii Zahorik. 1993; Homburg vii cdng sff. 2003; Chang va cgng sir, 2009; Lee, 2010; Ganiyu va cdng sff, 2012; Lee \acOngsff, 2011; Kazi. 2011; Panlouvakis. 2013: Rahiva AInaser, 2017; Setiady va cgng sff 2018). 2.6. Md hinh nghien cdu Di/a vdo tham khao cac nghien cffu trong va ngoai nffdc trong ba thdp nien gan day, nhdm nghifin cffu lffa chgn md hinh nghien cffu cho Ngan hang TMCP Ngoai ihffdng Viet Nam - chi nhdnh Binh Thuan nhff sau: (Hlnb 1} Gia thuye''''t nghien cffu: HI: Phu''''dng tien hffu hinh uic ddng de''''n sff W] long: Hinh 1: Mo hinh nghien cifu SERQ (Service Quality, Chai IdOng dich vu TAN {Tangibility. Phuong tien hOu hinh) -j REL (Reliability, ASS (Assurance Tin cay) Dam bao) , RES (Responsiveness, Oap dng) 1- H2: Tin ca\ tac ddng den sff hiii long. H3: Dam bao tde ddng den sff hai idng; H4: Dap ffng lac ddng den sff hai long. H5: Cam thdng tac ddng de''''n gdn kel td chffc: H6: Phu''''dng lien hffu hinh tac ddng de''''n sff trung thanh. H7: Tin ca> lae dpng de''''n sff trung thanh: H8: Dam bao lac ddng de''''n sff trung thanh. H9: Dap ffng tac ddng de''''n su'''' irung thanh; HIO: Cam thdng lac dpng de''''n su" trung thanb HII: Quy chuan chu quan tae ddng de''''n sif hai long; HI2: Quy chuan chu quan tde ddng de''''n sff trung thanh: H13: Sff hdi long tac ddng den sif irung Ihdnh. Md hinh khai quat: SAT =r (TAN. REL. ASS. RES, S^M. NORM) LOY = f(TAN. REL. ASS. RES. SYM. NORM) LOY = f(SAT, NORM) Ta''''l ca cac bie''''n trong md hinh du''''de do lu''''dng bdng thang do Liken 5 mffc dd. (Bang I) Dff lieu du''''de thu thap thdng qua phdng va''''n trife tie''''p 360 khdch hang giao dich vdi Ngan himg TMCP Ngoai thu''''dng Viet Nam - chi nhanh Binh Thuan tff thang 4 den 6 ndm 2019, theo phffdng phdp lay mau phi xdc sua''''t. thuan lien bdng bang ciiu hdi chi net de kiem dinb md hinh va cdc gid thuye''''t nghien cffu. ( I ) (2) (3) EMP (Empathize, Cam thong) So 9-Thang 5/2020 299 TAP CHI CONG TllfONG Bang 1. Thang d o v d c d c b i e n q u a n sdt Tliang i5o Phuong ti§n hOu hinh (Tangibility) Ngan hang (NH) co trang thiet bi hien dai 1 2 3 4 Nhung giao dich va thong tin ca nhan Ithach hang luon dugc bao mat tren Web Van phong, tnj sd giao dich khang irang, tao su tin tudng cho ! 0,3 (Nunnally and Burnstein, 1994). 3.2. Ke''''t qud phdn tich nhdn to khdm phd (efa) Ke''''t qua dffric trinh bay trong Bang 3 cho tha''''y. c;ic ye''''u Id'''' Idc ddng de''''n sff h;\i long dffdc trich ihiinh 6 yeu to lifdng ffng vdi cac bie''''n do hfdng Bang 2. Tin cqy thang do vd bien quan sat bj log! Thang ISO TAN REL RES ASS EMP --- - NORM SAT LOY B i ^ quan sat Khdng Khdng Khdng Khdng Khdng Khdng Khdng Khdng H«so Alpha 0,802 0,864 0.840 0,836 0,841 0.860 ^ 0,851 0.844 Ket qua Chat luong tdt Cha''''t lupng tdt Chat lupng tdt Chat lupng tdt Chat lupng tdt Chat lupng tdt Chat lupng td''''t Chat lupng tdt cua mo hinh ly thuyet \di tdng phffdng sai trich lii 66,3419!- tai Eigenvalue la 1,323. EFA cua sir hiii Idng dffdc trich thanh 4 bien quan sat vdi phu''''dng sai trich la 69.254% tai Eigenvalue lii 2,77. EFA cua trung thanb du''''de trich thanh 3 bie''''n quan sdt vdi phffdng sai trich la 76.201''''7c lal Eigenvalue la 2.286. Ke''''t qua EFA du''''de sff dung bang phffdng phap xoay Promax. REL5 REL3 REL2 REL1 REL4 EMP4 1 0,836 0,832 0,817 0,795 0,728 EMP2 EMP5 ] EMP3 EMP1 1 RES3 RES4 j RES2 Bang 3 M a trqn n h a n to Nhan to 2 ! 3 i 4 '''' 5 0,813 0,795 0,786 0,767 0,747 :zL-Zzi: , i 1 0.841 0,829 0,802 6 '''' 7 "] 8 ^ So 9 - Thang 5/2020 301 TAF C l l CdNe THIIONe 1 2 3 ASS4 ASS2 '''' ASS3 ASS1 N0RM4 N0RM2 N0RM3 N0RM1 TAN4 TAN2 TAN3 TAN1 SAT3 SATI SAT2 1 SAT4 L0Y2 L0Y3 L0Y1 '''' • • 4 0,842 0.831 0,820 ''''• 0.763 Kaiser-Meyer-Olkin Measure (Thuoc do KMO) Bartlett''''s Test [Kiem dmh Bartlett, Sig.) Eigenvalues % of Vananc (Gia tn Eigen) e (PhUdng sai trich) 5 0.891 0.841 0.814 6 0.756 0.844 0.786 0.773 0.748 " 0.872 0,000 1.323 66.341 7 0.865 0.863 0.805 0.793 0.818 0.000 2.77 69.254 8 0.897 0.862 0.859 0.718 0.000 2,286 76,201 Ghi chu: Theo Hair vd cdng su (20061. 0..^ < KMO < 1; kiem dinh Barllell cd mdc v nghia hcfii 0.05: hi'''' sc''''itdi nbdn to cua cdc hien quan sdt (Facior Loading) > 0,5: phifcfng .sai irich > w> Eigenvalue > I. 3.3. Ke''''t qud phdn tich nhan to khdng dinh (cfa) Kel qua dffde trinh bii> trong Hinh 2 cho tha''''\. md hinh cd Cmm/dt= I.37S. TLI = 0.965. CFI = 0.969 va RMSEA = 0.032. Theo Smith va McMilan (2001), md hinh do Iffdna phu hdp vdi dff lieu ihifc le phai dam bao phu hdp \di 4 thu''''dc do li) Cmin/df: (ii) TLI. tiiii CFI. (iv) RMSEA. Bang 4 cho tha''''y. md hinh do lu''''dng phii hdp vdi dff lieu ihffc te. 3.4. Ke''''t qud phdn lich cd''''u true tuyen tinh (s Ke''''t qua dt/dc trinh bay trong Hinh 3 cho lh md hinh
TAI CRlNH II8AN HANG - BAO HIEM MOI QUAN HE GI0A HAI LONG KHACH HANG VE CHAT LUOfNG DICH VU, QUY CHUAN CHU QUAN VA TRUNG THANH KHACH HANG TAI NGAN HANG TMCP NGOAI THlJQNG VIET NAM - CHI NHANH BINH THUAN • DINH PHI HO - H U Y N H THE N G U Y E N - DO D O A N TRANG - N G U Y E N MINH HAI - TA MINH KHOI T M TAT: Hau het cac ngan hang dang phai dd'i mat vdi viec giff chan khach hang vii md rdng thj phan Cd ra't nhieu nghien cffu ve md'i quan he giffa sff hai ldng vdi chat Iffdng djch vu nhffng vi6c xem xet md'i quan he qua lai giffa sff hai long va long trung thiinh lai chffa dffdc quan tam d^y du, dac biet la tieu chuan chii quan eiJa khach hang Day la mdt va'n de day thach thffc cho cac nha quan ly ITnh vffc ngan hang Bai vie't nhdm lam rd md'i quan he giffa hai long khdch hang ve cha't Iffdng dich vu, quy chuiin chli quan va trung tai Ngan hang TMCP Ngoai Thffdng Viet Nam - Chi nhanh Binh Thuan Nghiencffusff dung dff lieu khao sat 360 khach hang \ a dp dung md hinh ca'u iriic tuyen linh Ke't qua cho tha'y, cd yeu td'anh hffdng bao gdm: (i) Sff dap ffng; (ii) Hffu hinh; (iii) Dam bao; (iv) Dang tin cay va (v) Quy chuan chu quan Tff khda: Sff hai long, quy chuan chu quan trung khdch hang, md hinh cii'u true luye'n linh Ngan hiing Ngoai thffdng Viet Nam Chi nhanh tinb Binh Thuan 1, Dait va'nde qua lai giffa sff hai Idng \ a long trung van Sff hai Idng eua khach hang lii ke'i qua quan chffa dffdc chil >' dac biet la tieu chuan chu quan Irgng nhat iie'p thi nham ihu hut hg giao ciia khdch hang Day cung la mdl va'n de thach dich vdi ngan hang Tuy nhien de iri ihl phan thffc dd'i vdi cac nha nghien cffu va nha quUn ly ben vffng nd iai ddi hdi mdt Iffdng khach hang bd'i canh hdi nhap qud'e te' cua Viet Nam trung Trong thdi gian qua da cd nhieu dae biet la linh vffc ngan hang - ndi dang nghien cffu \ e md'i quan he giffa sff hai long va phai dd'i mat vdi sff canh iranh gay ga't ve khach chai lffdng dich vu nhffng xem \ e i md'i quan he hang vii thi phan So 9-Thang 5/2020 297 TAP CHI CONG THIfONG Nghien cffu n.i\ lap trung \iio: (ii Xai dinh 2.3 Hdi long khdch hdng mdl quan he giffa sff hai long, chuan mffc chu Theo Oliver (1980) sff bSi Idng la phiin ii quan vii Idng irung cua khdch hang; iii) \ e mat tinh cam cua khach hiing lien quan d \a> dffng md hinh dinh lu'dng ve md'i quan he s\{ kbdc biet giffa mong ddi tru'dc sff dung giffa s\i hai Idng chuan mffc chu quan vii Idng cam nhan nd sau sff dung s.in pham/dich trung thiinh cua khach hang Nghien cffu da thffc Sff hai long khach hang la kei qua quan irg hien khao sdi 360 khach hang tai Ngan hang nhat tie'p ±i No phue vu cho \ iec ddnh j Thu'dng mai Cd phan Ngoai ihffdng Viet Nam - thai dd khdch hang tff liic mua san pham/dieh Chi nhanh Binh Thuan dO tao cd sd thffc tien cho ke't nd'i cho den djch vu hau mai (Jaiiuil vii Nas md hinh lu'dng 2003; Zeithaml \ii Bitner 2003; Mishra 2009 Tong quan ly thuyg't \a md hinh nghien 2.4 Trung thdnh khdch hdng effu Pearson (1996) cho rSng trung ihanh kha hii ng nhff la iff rieng cua khach hang, ngffdi 2.1 Chd't lUcfng dich vu thai dd ffa thich mot cdng i\' naodd thffdng xuy Chat lu'dng dich \u (ser\iee quality) la \iec mua san pha'm hodc djch vu va gidi ihicu il cung cii'p dich vu dap ffngda> du nhffng yeu cau ngu'di khde Muc tieu cua tie'p can khach hd mong ddi vii hai ldng khach hang Khdch hiing khdng chi lii lam cho khach hang bin long mii c ddng vai trd quyet dinh dd'i vdi \ iee xem xet eha'l lam cho hg trung ihanh dc hg khdng chi n kfdng dich vu dffdc cung cap (Gan \a cdng sy ihffdng xuyen san phiim ma cdn gidi thieu nd d 2006; ()>enig\ \a Joachim 2008) Cha'l Iffdng ngu'di khiic (Koller vd Amstrong, 2012) Tl tlich vu dffdc xem nhff la ye'u id' quan irong cua Oliver {1993); Dick vii Basu (1994); Chaudhuri ngiinh ngan hang (Stafford 1994) vi md'i lien he Holbrook (2001), ldng trung cua kha chdl chCMdi chi phi (Crosby 1979) kha ndng sinh hang ndi len xu hifdng cua ho mua va sff du Idl (Rust va Zahorik 1993) sff hiii Idng khach san pham/djeb vu cua thffdng hieu nao dd irc hiingiBollon va Drew, 1991) mdl lap cac thffdng hieu canh tranh cd mdt iren GronroDs (1984) cho rdng cha't Iffdng dich \u tru'dng va lap lai hanh vi niiy; bieu bifen thdi dffdc Iffdng bdi 03 ihanh phan; chat Iffdng k\ hodc hanh vi gan bd vdi nhd cung ca'p dich vu c thuat, cha't Iffdng chffc ndng \ii chat Iffdng hinh khdch hiing anh Trong khi, Parasuraman va cdng sff (lys."^ I9S8) cho rang, chat li/dng dich \u du'de lu'dng Kabiraj va Shanmugan (2011), nhan dien Id bdi phan, thdng qua thang trung cua khdch bang dffdc tie'p can di SERVQUAL dd tin cay (reliability), linh dap ffng hai gdc do: (i) Diia vao hiinh vi cua khach hiii (responsiveness), tinh dam bao (assurance), each tie'p can niiy xem xel ldng trung the phffdng lien hffu hinh (tangibles) va sffdong ciim qua hanh ddng mua ldp lai, sff dung ihu'dng xuy (empathy) Mac du cd nhieu tranh luan kbac mdt san pham/dich vu cua khach hang Th nhffng bie'n hien sff dung thang each liep can niiy thi long trung thdnh nhff n SERVQUAL Trong nganh ngan bang cung cd Idl cam ke't cua khach hang mua hoae sff du nhieu nghien cffu sff dung thang SERVQU.\L thffdng hieu mdt san pham/dich vu tu't de Iffdng chat Iffdng dich vu (Ladhari 2009: Iai mac du anh hu'dng bdi nhffng tinh hud'ng Mei\:i cdng sff 2013: Setiady \a cdng sU 2018) lae dgng cua thj irffdng cd the ldm thay doi vi bat thffdng cua hp; (ii) Du'a vao thdi dp c 2.2 Quy chudn chu quan khach hang: caeh tie'p can mud'n nha'n ma Qu\' chuan chu quan (subjective norm) dUdc den y dinh eua khdch hang viec lieu diJ dinb nghia nhu'nhan thffc cila mdt ngi/di anh hi/dng san pham/dich vu den hanh \i quyet dinh mua mdt siin pham ha\ dich vu (Fishbein vii Ajzen 1975) NhJn ihffc Rossiter va Percy (1987) nhj'n manh hdn, Ic bi lac ddng bdi anh hffdng \a hdi bao gdm: (i) trung Ihiinh cua khdch hang di/dc the hien c Nou'di than gia dinh ban be (Smith vd Louis thdi dp ihien cam cua hp dd'i vdi san pham/d 2009; C!aldini\;i edng su 1990); (li) Ddng nghiep \u vd se sff dung san phd'm/dich vu dd c dif luan \a hdi (Smith \ii Louis 2009) ihdi gian 298 So 9-Thdng 5/2020 TAI CHiNI-NGAN HANG-BAO HIEM 2.5 Qtmn /if giSa giiia chat lUcfng dich vu - hdi H2: Tin ca\ tac ddng den sff hiii long long • trung thdnh H3: Dam bao tde ddng den sff hai idng; Naeem vii Saif (2009) tim tha'y md'i quan he giifa chat Iffdng dich \u \a sff hai Idng khach hang H4: Dap ffng lac ddng den sff hai long irong h? ihd'ng ngan hang d Pakistan Nhieu nghien cffu khac tff thap nien 2000 de'n cho H5: Cam thdng tac ddng de'n gdn kel td chffc: thS'y chat lffdng dich vu lac ddng dffdng den sff hai ldng cua khach hiing (Beeriy vd cgng sff, 2004: H6: Phu'dng lien hffu hinh tac ddng de'n sff Ueilschy vii cdng sff, 2009; Naeem va Saif 2009; Arokiasamy va Abdullah, 2013) trung Raajbool (2004); Beeriy va cdng sff (2004); H7: Tin ca> lae dpng de'n sff trung thanh: Ueilschy va cdng sff (2009); Chang vil cdng sff (2009) dffa tranh luan ve cha't Iifdng djch vu anh H8: Dam bao lac ddng de'n sff trung hifdng den sff hai Idng khach hang va nd lai tac dOng den long trung khach hang Nhieu H9: Dap ffng tac ddng de'n su' irung thanh; nghien cffu khde iff ihap nien 90 de'n cho tha'y chd'l Iffdng dich vu tac ddng dffdng de'n sif bai long HIO: Cam thdng lac dpng de'n su" trung thanb \ii irung cua khach hang (Rust vii Zahorik 1993; Homburg vii cdng sff 2003; Chang va cgng HII: Quy chuan chu quan tae ddng de'n sif sir, 2009; Lee, 2010; Ganiyu va cdng sff, 2012; Lee \acOngsff, 2011; Kazi 2011; Panlouvakis 2013: hai long; Rahiva AInaser, 2017; Setiady va cgng sff 2018) HI2: Quy chuan chu quan tde ddng de'n sff 2.6 Md hinh nghien cdu Di/a vdo tham khao cac nghien cffu va trung thanh: ngoai nffdc ba thdp nien gan day, nhdm nghifin cffu lffa chgn md hinh nghien cffu cho Ngan H13: Sff hdi long tac ddng den sif irung Ihdnh hang TMCP Ngoai ihffdng Viet Nam - chi nhdnh Binh Thuan nhff sau: (Hlnb 1} Md hinh khai quat: Gia thuye't nghien cffu: HI: Phu'dng tien hffu hinh uic ddng de'n sff SAT =r (TAN REL ASS W] long: RES, S^M NORM) (I) LOY = f(TAN REL ASS RES SYM NORM) (2) LOY = f(SAT, NORM) (3) Ta'l ca cac bie'n md hinh du'de lu'dng bdng thang Liken mffc dd (Bang I) Dff lieu du'de thu thap thdng qua phdng va'n trife tie'p 360 khdch hang giao dich vdi Ngan himg TMCP Ngoai thu'dng Viet Nam - chi nhanh Binh Thuan tff thang den ndm 2019, theo phffdng phdp lay mau phi xdc sua't thuan lien bdng bang ciiu hdi chi net de kiem dinb md hinh va cdc gid thuye't nghien cffu Hinh 1: Mo hinh nghien cifu SERQ (Service Quality, Chai IdOng dich vu TAN {Tangibility Phuong tien hOu hinh) -j REL (Reliability, Tin cay) ASS (Assurance Dam bao) , RES (Responsiveness, Oap dng) 1- EMP (Empathize, Cam thong) So 9-Thang 5/2020 299 TAP CHI CONG TllfONG Bang Thang d o v d c d c b i e n q u a n sdt Tliang i5o Kyhl«i TAN Phuong ti§n hOu hinh (Tangibility) TAN1 TAN2 Ngan hang (NH) co trang thiet bi hien dai TAN3 TAN4 Van phong, tnj sd giao dich khang irang, tao su tin tudng cho ! 0,5: phifcfng sai irich > w> Eigenvalue > I 3.3 Ke't qud phdn tich nhan to khdng dinh (cfa) 3.4 Ke't qud phdn lich cd'u true tuyen tinh (s Kel qua dffde trinh bii> Hinh cho tha'\ Ke't qua dt/dc trinh bay Hinh cho lh md hinh cd Cmm/dt= I.37S TLI = 0.965 CFI = md hinh co gia tri Cmin/df = 2,012; TLI = 0,9' 0.969 va RMSEA = 0.032 CFI = 0,914 vil RMSEA = 0,053 Qua day, la tl Theo Smith va McMilan (2001), md hinh md hinh lich hdp phu hdp vdi dff heu ihffc te' Iffdna phu hdp vdi dff lieu ihifc le phai dam bao Ke't qua dffdc trinh biiy Biing cho th phu hdp \di thu'dc li) Cmin/df: (ii) TLI tiiii ngoai trff HIO, hau hel cac gia thuye't deu di CFI (iv) RMSEA cha'p nhan d mffc tin cay tff [93^f.99Vf j Bang cho tha'y md hinh lu'dng phii hdp vdi Cac ye'u to tae ddng de'n "Hiij luni;" iheo dff lieu ihffc te iff anh hffdng: NORM REL RES ASS Tfl 302 So 9-Thang 5/2020 TMCliHI W f t l t l A N ' - ' ^ " " ^ " Hinh 2: Md hinh wang r.969iTn=^965SMSEA=.032 ,=643.6ft4;CMlN/df=V378;CFI^ cm-,-square^ So -Thong 5/2020 3' TAP CHl CONG THllONe Bang Ket qud gid trj c d c thffdc d o Gta tn tieu chuin Kdtqu Chi bmh phiiOng dieu chinh •f}l d,f 0.90 (Carver va Mentzer, 1999: Hair J va Index} cdng SLJ, 2006) Chi so thich hgp so sanh CFI CFI > 0,90, < CFI < 1, Cang tien ve cang phu (Comparative Fit Index), hop (BenUer va Bonett, 1980, Huva Bentler, 1995) Chi sd RMSEA (Root RMSEA < 0,05: Mo hinh phii ht?p tot, RMSEA