TÁC ĐỘNG GIỮA HAI LÒNG KHÁCH HÀNG VỀ CHẤT LƯỢNG DỊCH VỤ, QUY CHUẨN CHỦ QUAN VÀ TRUNG THÀNH KHÁCH HÀNG TẠI NGÂN HÀNG TMCP NGOẠI THƯƠNG VIỆT NAM - CHI NHÁNH BÌNH THUẬN - ĐIỂM CAO

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

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 v u , 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 k h d a : Sff hai long, quy chuan chu quan trung thanh khdch hang, md hinh cii'u true luye'n linh Ngan hiing Ngoai thffdng V i e t 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 m d l 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 V i e t 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 v d i sff canh iranh gay ga't ve khach chai lffdng dich vu nhffng xem \ e i md'i quan he hang vii thi phan

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

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)

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 !<hach hang

Nhan vien ngan hang co trang phue gon gang va dep

DO tin c<ly (Reliability)

Thdi gian ho^t dpng cua ngan hang phii hpp va Ihuan tien cho khach hang

Kyhl«i

TAN

TAN1 TAN2 TAN3 TAN4

REL

REL1 Khi khach hang g3p su co ve dich vij thi NH luon dap Ung giai quyet van de kip thdi

Cac djch vy cung cap cua NH dung nhu cam ket cua ngan hang

Ngan hang cung cap cac dich vu dung thdi diem khach hang cin

Ngan hang thong bao cho khach hang khi nao d|ch vg se dUpc thyc hien

Tinh dap Ung (Resposiveness)

Nhan vien NH thuc hien nhanh chong cac yeu cau cua khach hang ve thay doi dich vy nhu thay ddi thdng tin tren hda don, dich vu cung ung intemet,,,,

Nhan vien NH ludn sa'n Idng phyc vy khach hang

Nhan vien NH khdng bao gid td ra qua ban rdn de khdng dap ling yeu cau cua khach hang

-khach hang ludn nhan duoc ho'tro dich vu til phia nhan vien NH trong gid lam viec

SM ddng dim (Empathize)

NhSn vISn NH the hien su quan tam den tiJng khach hang

NhSn vien NH the hien su tan tam dd'i vol khach hang

Nhan vien NH hieu dupe nhu cau dac biet cua khach hang

Nhan vien NH chu y den nhQng van de ma khach hang quan tam nhieu nhat

Nhan vien NH ludn cd nhung khoan thdi gian thuan tien de phyc vy nhu cau cua khach hang Chuan chij quan khach hang (Customer Subjective Norm)

Hau het nhung ngudi ma tdi danh gia cao deu tan thanh viec ldi tham gta dich vu NH nay

Hau het nhung ngudi quan trpng vdi ldi nghT rSng tdi nen tham gia dich vu NH nay

Tdi dy kien r&ng tdi nen tham gia dich vu NH nay

Su hai long (Customer Satisfactjon)

TOI hai Idng khi su dung cac djch vu tai NH nay

Tdi hai tdng each thitc quan ly va chat iupng dich vu ciia NH nay

Tdi hai Idng thai dd phue vu va lam viec cua nhan vien NH nay

Tdi hai Idng quy trinh quan ly va thu tuc giao dich cua NH nay

Trung thanh khach hang vdi NH (Customer Loyalty)

Tdi ludn nghT den dich vu NH nay mdl khi cd nhu cau

Tdi se khdng sir dung d|ch vu NH khac neu NH nay san sang cung cap

TOI se gidl thieu dich vu NH nay den nhung nguoi ba con, ban be, dong nghiep tdi

REL2 REL3 REL4 REL5 RES

RES1

RES2 RES3 RES4 EMP EMP1 EMP2 EMP3 EMP4 EMP5 NORM NORM NORM NORM

SAT

SATI SAT2 SAT3

SAT4

LOY L0Y1 L0Y2 L0Y4

Do md hinh ly thuye't vdi mdt tap hdp cae quan

h? dan xen md hlnb ca'u tnic tuye'n tinh (Subdural

Equation Model SEM) dffdc sff dung de kiem dinh

cic gia ihuye't u-en (Lorence va Monimer 1985:

Anderson va Gerbing 1988) Theo Theo Hair va

aing sff (2006); Khne (2011); Tabacbnik \a Fidell

l2()Il) phan ticb nhan to' va ca'u true luye'n tinh

di/dc thffc hien iheo quy irinh bao gom 4 bffdc: (i)

Ki^m dinh tin cay diang do (Cronbach test); (li)

Phiin lich nhan id' kham pha (Exploratory Factor

Analysis-EFA): (iii) Phan tich nhan to' khang dinh

(Confirmatory Factor Analysis-CFA) va (iv) Mo

hinh ca'u triic luye'n tinh (Structural Equation

Modeling-SEM)

3 K^'t qua va thao luSn

3.1 Ke't qud phdn tich dg tin cdy

Ket qui the hien trong Bang 2 cho tha'y, ta't ca

cdc bien quan sat deu ihda man cac dieu kien irong

phiin lich dy tin cay cua thang do, thdng qua he so'

Alpha > 0,6 v;i Iffdng quan bie'n - td'ng > 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 ^

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 t, hcfii 0.05: hi' sc'itdi nbdn to cua cdc hien quan sdt (Facior Loading) > 0,5: phifcfng sai irich > 5l 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 (se

Ke't qua dt/dc trinh bay trong Hinh 3 cho lh

md hinh co gia tri Cmin/df = 2,012; TLI = 0,9' CFI = 0,914 vil RMSEA = 0,053 Qua day, la tl

md hinh lich hdp phu hdp vdi dff heu ihffc te' Ke't qua dffdc trinh biiy trong Biing 5 cho th ngoai trff HIO, hau hel cac gia thuye't deu di cha'p nhan d mffc tin cay tff [93^f.99Vf j Cac ye'u to tae ddng de'n "Hiij luni;" iheo

iff anh hffdng: NORM REL RES ASS Tfl

Hinh 2:

cm-Md hinh do wang

,-square^ ,=643.6ft4;CMlN/df=V378;CFI^

r.969iTn=^965SMSEA=.032

-Thong 5/2020 3'

Bang 4 Ket qud gid trj c d c thffdc d o

Gta tn tieu chuin

Chi bmh phiiOng dieu chinh

theo bae tu do (Cmin/df)

Chi sd TLI (Tucker-Lewis

Index}

•f}l d,f <= 5 (Bentler va Bonett, 1 a

TLI > 0.90 (Carver va Mentzer, 1999: Hair J va cdng SLJ, 2006)

Chi so thich hgp so sanh CFI CFI > 0,90, 0 < CFI < 1, Cang tien ve 1 cang phu

Kdtqu

(Comparative Fit Index),

Chi sd RMSEA (Root

4 Mean Square Error

Approximation)

hop (BenUer va Bonett, 1980, Huva Bentler, 1995)

RMSEA < 0,05: Mo hinh phii ht?p tot, RMSEA <0.08 Chap nhan; Cang nho cang tdt

, (Carver va Mentzer, 1999; Hu va Bentler, 1995),

Hinh 3: Ket qua cua phdn tich ca'u true tuyen tinh

•Xii

Chi-square=974 094:CMIN r)f=2 021:CFI=.914:TLI=.906:R(.1SEA=.053

Bang 5 Ket qud gid thuyet

SAT i

-SAT

1 SAT

<-SAT ' ^

1 ^'*^ i '"

SAT 1

LOY

LOY

<-LOY 1 ^

LOY j

<-LOY 1

«-LOY 1

1 LOY ]

<-GIti chti: **

Mijlc (39 tac d9

SAT=f(REL,E

SAT

SAT"

SAT

SAT

' SAT

SAT

1 T8'"9

Mule do tac d$

LOY=f(REL.RE

LOY

LOY

1 LOY

LOY

LOY

Tong

Mile dO tac d$

LOY=f(SAT,NC

LOY

LOY

REL

EMP

RES

ASS

TAN

NORM

SAT

REL

EMP

RES

ASS

TAN

NORM

g dSh S/

JIP,RES,A

g den LC

S.ASS.T

g den LC

3RM)

i

Estimate

0.279

0.18

0,233

0,22

0.217

0.348

0.541

0.134

0.070

0,193

0.142

0.164

0.099

O.OOOJT

SS.TAN.NO

Y

AN.NORM)

<<

-Y

«-

<-Tong

S.E C.R P

0.046 6.117 0,047 I 3.827 0.051 0.051 4.557 4,353 0,048 , 4.508 1 ••

0.049 0.095 0,050 0,048 0.054 0.053 0.051 0.055

7,107 ! "

5,677 2,689 1,458

0,007 0.146 3,563 2,677 3,212 1,795 1

0.007 0.001 0.073

B d n g 6 Mi^c d p tac

RM) REL EMP

R

A

^ T

^ NC

ES 3S

RM

REL RES ASS TAN NORM

S

NO

AT

RM

: d o

-Ket qua gia thuyet

H2 chap nhan H5 cliap nlian H4 H3

HI

chap nhan chap nhan chap nhan HII ctiapnhan H12 chap nhan H7 chap nhan HlOkhongchapnl H9 chap nhan H8 chap nhan H6 H12

n g

,oti6iqu

0 279 0.18 0.233 0.22 0,217 0.348 1,477

0.134 0.193 0.142 0.164 0,099 0,732

chap nhan chap nhan

y

Ghi chu (Mile tin c$y.%)

99

99

99

99

99

99

" 9 9 ^

99

an

—

99

99 '

" l 9 ^

93

% V|trl

189 2 12,2 6 15,8 3 14,9

14,7 23,6

100

4

5

1

18,3 1 4 26,4 1 19,4

22,4

3

13,5 5

100

i

0,541 0.099 0.64

84,5 15,5 IOC

1

2

H.MP Ciic \eu to tac dong den ""Tmng thanh" theo

IhiJ Id anh hi/dng: RES TAN ASS REL NOR.M

Cac >L''u to' tiem an tac done de'n "Trung thanh"

Iheo ihiJti/anh hudng: S.AT NORM (Bang 6)

3.5 Thdo ludn ke't qud nghien cifu

Min Id SI/ vdi hai long cua khach hang chiu

tac dong tn/c tie'p bdi S thiinh phdn: chuan nii/c

chu quan, tin cay, dap ilng dam bao, phi/dng nen

hu'u hinh va cam thong Nhu \ a \ gia ihuye't HI

H2 H3 H4 H5 du'de chap nhan Dieu nay cd

nghia la khi khach hang danh gia to't cac ye'u to'

nay se lam cho ho cam iha'y hiii long \di dich vu

cua ngan hang

Hai Id su" trung thanh khach hang chiu tac dong

iru'c tiep bell 5 thiinh phan: dap u'ng, phifdng tien

hflu hinh, dam bao, tin cay va quy chuan chii quan

Nhif vay gia thuyet HI H2 H3 H4, H5 du'de chap

nhan Dieu nay co nghia lii, khi khach hang danh

giii tot cac yeu to nay se lam cho ho trung ihanh

vdi dich vu ciia ngan hang

Ba Id, mo'i quan he hai long, chua'n mu'c chii

quan va trung thanh khdch hanged lifdng quan vdi

nhau theo hifdng: hai long va chuan mifc chu quan

tac dong de'n trung thanh Nhif v5y gia thuyet H H13 du'de chap nhan

4 Ke't luSn va ham y quan trj

Muc tieu cua nghien cd'u la xac dinh moi qu

he cua sif hai long, chuan mi/cchu quan \a iru thanh khiieh hang tai Ngan hang TMCP Ngt thu'dng Viet Nam - chi nhanh Binh Thuan D biet, trong boi canh SlJ canh tranh manh me de j vifng va mci rong thi phan hai long \ a trung lhi Clia khach hing la chia khoa cho cac ngiin hii Ihifdng mai phat trien ben vUng

Difa tren khao sal 360 khach hang \a siJdu

mo hinh ca'u true tu>c'n tinh, nghien ciJu choth

cd mo'i quan he tuye'n tinh du'dng giiTa hiii 16

va chuii'n mi'fe chu quan vdi trung thanh kha hang Cac yeu to' anh hu'dng den trung iha khaeh hiing bao gom: (i) Chuan niifc ehu qui (ii) Tin ciiy (iii) Diip u'ng (iv) Dam bao, I Phu'dng tien hiJu hinh

Ke't qua nghien ci?u cung ca'p cd sd khoa h eho Ciie nh& quan ly muon md rgng v^ giiT vQ thj tru'dng can phai quan tam de'n siJ hiii loi chuan mifc chu quan va trung thanh khach hiin^

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