(4) Quan tam den mifc dp hai long se la cdng cu quan trong giiip ngan hang giu dupe khaeh hang va rnd rpng khach hang trong dieu kien eanh tranh ngay cang gay gat trdng qua trinh h[r]
(1)NHUNG NGHI6N CQU MOI TRONG KHOR HOC KINH m
CflC m TO m Hi/ONG m si; m LONG m mkw HANG: mono HOP NGHIC'N CI/U
• < 0 NGflN HANG NONG NGHlf P & PHflT TRI(N NONG THON, CHI NHliNH TP HO CHi IVIINH
PGS.TS Dinh Phi Ho, Th.s Le Thanh Trung Dql hoc Kinh te thdnh phd Hd Chi Minh
Ngan hang Ndng nghiep va phat then ndng thdn (AGRIBANK) la mdt ngan hang thUdng mai sd huru nha nude duge danh gia "Top 10" thuang hieu ndi tieng Viet Nam Trong nhCfng nam gin day Aghbank vifa khang djnh vai trd chu dao tren thj trudng tin dung ndng thdn vita tao budc dot pha dau tif hien dai hda cdng nghe ngan hang, phat trien da dang cic san pham, djch vu Tuy nhiin dieu kien mdi, mdt nhCrng thach thifc Idn nha't la nang_ luc eanh tranh Mot ngan hang mudn phat trien ben virng khdng the nao khdng quan tam den viee giCr khich hang sin ed va md rdng khaeh hang mdi De lam dieu can phai thau hieu dUdc mife dp hai Idng eiia khaeh hang ve djch VIJ ngan hang cung cap eho hg Lam each nao nhan dien duge nhung yeu td lam khaeh hang hai Idng va djnh lugng dugc nd la van de ma AGRIBANK can guan tam Do dd, npi dung bai viet can tap trung vao van de chinh: Khung ly thuyet eiia md hinh djnh lugng, ket qua ifng dung vdi mpt nghien cifu ciia chi nhanh cap d Tp Hd Chi Minh va gai y eae giai phap md rdng itng dung eho he thdng AGRIBANK
1 Khung ly thuyet mo
hinh djnh lUdng 1.1 Mo hinh ly thuyet
Theo Kotler [5] (dan tU Lin, 2003), sU hai Idng la c i m giac vui thich hoac thit vpng ciia mpt ngudi bat ngudn tU sU so sanh cam nhan vdi mong dpi ve chit lupng mpt s i n pha'm hoac mpt dich vu vdo dd
Theo Heskett vd edng sU (1994)[6], chat lupng djch vu se tac dpng den sU h i i Idng ciia khaeh hang va tao nen sU trung ciia khieh hang He q u i la doanh thu va Ipi nhuan ciia doanh nghiep tdng, den lupt nd, se tac ddng trd lai doanh nghiep ed dieu kien c i i thien hdn nUa chat lupng dieh vu khach hang
Theo Parasuraman, Zei-thaml Berry (1985) [7], Mifc dp hai long ed the ludng vdi - khoing each Sif dung thang diem Likert de cho diem eac khoing each
Minh hpa: Cho diem tU - theo mifc thda man ciia khach hdng, diem cang Idn mUe dp hai Idng cang eao
nhdn td anh hudng de'n sU hai ldng ciia khaeh hang:
(1) PhUdng ti^en hUu hinh (Tangibles): the hien ben ngoai eiia cd sd vat cliat, thie't bi, cdng cu truyen thdng
(2) Tin ^ cay (Reliability): the hien k h i nang dang tin eay va chinh xac thUe hien djch vu
(3) Dap ifng (Responsive-ness): the hieneung cap dieh vu kjp thdi va s i n Idng giup dd kliach hang
(4) D i m b i o (Assurance): The hien trinh dp chuyen mdn vd sU lich lam ciia nhdn vien, tao niem tin eho khach hang
(5) C i m thdng (Empathy): The hien s p a n can, quan tam de'n tUng ea nhan khach hang Md hinh ifng dung eho dieh vu cho vay va huy ddng tiet ki'em eiia AGRIBANK: '
Md hinh ed nhan td (Fac-tors) va 36 bien quan sat (mdi nhan td ed cac bien quan sat)
1.2 PhUdng phap djnh I Udng
SU hdi Idng (SAS) = f (TAN,
REL, ASS, EMP, REL: Cac bie'n dpe lap
De djnh lupng dupe eac nhdn td i n h hudng de'n sU hai Idng ciia khach hang can tie'n hanh bude:
- Sir dung md hinh phan tich cac nhan td (Factor Aniysis): Kiem djnh cac nhan td i n h hudng va nhan dien cae yeu td theo khaeh hang cho la phii hpp
- Sir dung md hinh hdi quy bdi (Regression Analysis): Nhan dien eae nhan td i n h hudng den sU hai long va dam b i o ed y nghTa thdng ke
C i haibude dupe tien hanh vdi sU hd trd eiia phan mem S P S S -
2 Ket qua ung dung
De UTig dung md hinh thuc tien, nhom nghien eUu da tien hanh dieu tra khach hang tai ba ehi nhanh e i p ciia AGRIBANK tai TR Hd Chi Minh vao thang nam 2009 [4] Vdi md m i u la 200 khach hang, theo phUdng phdp chpn n g i u nhien va phong van tri/e
Khach hang riit tien thuan loi tU ngan hang
7
Theo Parasuraman, Zei- REL, ASS, EMP, REL) tiep vdi B i n g eau hdi dUdc thami Berry (1991)[8], ed SAS: Bie'n phij thupe; TAN, thiet ke theo nhan td i n h
(2)^ > H U \ J G NGHI6N CUU MOI TRONG KHOR HOC KINH TC
Hinh 1: Cac nhan tdanh hudng den sU hai long
1
-(5
Dap Crng (RES)
May rut tien ti/ dong (ATM) hoat dong tot Nop ti§n thuan Iqi
Thoi gian giao djch Rut tien thuan loi May CO nhieu chCfc bien quan sat)
nhanh
nSng tien loi
Dam bao (ASS)
Co l<ien thifc, nghiep vu chuyen mon de giai quyet cac van de yeu cau ktnach hang Phuc vu l<hach hang nhiet tlnh That SIJ am hieu, tao tin tudng cho l<hach hang
Thai dp luon sSn sang phijc vu Dap ung cac yeu cau nhanh chong Cac thac mlc/khieu nai cua khach hang dupc tiep nhan
Tac phong lam viec cua nhan vien dupc viJa long khach hang (7 bien quan sat)
5 PhUdng tien hihj hinh (TAN)
Co so vat chat thiet bj dUpc trang bi hien dai, h^p dan
Khu vuc giao djch rpng rai, thoang mat Trang phuc cua nhan vien gon gang, ljch
Khach hang dupc dung nudc cho dpi lam viec thuan tien
(4 bien quan sat)
4 Tin cay (REL)
Sing sSng tra giup khach hSng mien ph( cac dich vu
Tin tucing vao hoat dong kinh doanh cua ngan hang
Nhan vien giao dich dang tin cay Tin tuong vSo thong tin truyen dat Thuc hien dung thdi gian giao djch An toan giao dich
ML/C giao dich chinh xac cua nhan vien Kien ttiilc ve san phIm ciia nhan vien dupc vUa long khach hang (8 bien quan sat)
3Z Sir hai long (SAT)
Khach hang hai long vS chat lupng dich vu Khach hang hai long ket thuc mpt giao
dich
Khach hang hai long ve mCic phi giao djch vij (3 bien quan sat)
Sucam thong (EMP) Co nhieu nhan vien phijc vu Thdi gian chd dpi giao dich Nhan vien lam mat nhieu thdi gian
Khach hang dupc giup dS va ddi xif cong blng Nhan vien tan tinh, quan tam chSm sdc khach hang Gid lam viec phu hpp vdi khach hang
Cac bi^u mau de hiiu, ngin gon Ngan hing cd lai suat canh tranh
Chat lupng tuvan san phSm hoac djch vu cua nhan vien (9 bien quan sat)
hudng den su hai Idng va thang diem tif 1- Nhdm nghien eifu tien hdnh lam thir 10^ m i u , tren ed sd dd dieu ehinh bang cau hdi eho phii hpp vdi thuc te Sau dd, tien hanh thue hien dai trd tai ba chi nhanh
Budc 1: Phan tich nhan td
- Nhan dJen eae nhan td: Bing c i u hdi bao gdm 36 bie'n quan sat vdi nhan td dUde g i i dinh theo khung ly thuyet (Hinh'1)
Sir dung phin mem SPSS -Factor analysis, eho ke't q u i sau 13 vdng vdi cae kiem dinh dupe d i m b i o :
(1) Dp tin cay ciia cae bien quan sat (Factor loading > 0,55)
(2) Kiem djnh tinh thieh hdp eiia md hinh ( 0,5 < KMO = 0,85 < 1)
(3) Kie'm djnh Bartlet ve tUdng quan ciia cac bie'n quan sat (Sig < 0,05)
(4) Kiem dinh phUdng sai cdng ddn (Cumulative vari-ance = 73% > 50%)
B i n g eho thay, khae vdi md hinh ly thuyet, phan tich nhan to nhan dien ehi cdn nhan td d i m b i o cd y nghTa phan tich cac bie'n quan sat bao gdm bien thupe nhan td
dap ifng (Responsivenes), bien thupe nhan td cam thdng (Empathy] va bien thupe nhan td dam b i o (Assurance), bien thupc nhan td hiiru hinh (Tangible)
Bang 1: Ma tran nhan to xoay (Rotated Component Matrix)
Cac bien quan sat
Thai phuc vu (ASS2) Phuc vu nhiet tinh (ASS3) s i n sang phuc vu (ASS5) Dap i/nq nhanh chong (ASS6) Giai quyet cac thac mac (ASS7) Hai long ve tac phong lam viec (ASS8)
Co so vat chat (TANI) Bai dau xe (TAN3) Tranq phuc (TAN4) Co nudc uong (TANS) ATM (RES 1)
Thdi qian qiao dich nhanh (RES3) Rijt tien thuan Idi (RES4) May nhieu chii'c nSnq (RES5) Mat nhieu thoi qian qiao dich (EMP3) hi nhir Cac so trono Bang la he sd
Component
(Thanh phan)
0,65 0,69 0,69 0,69 0,60 0,68
tai nhan
0,77 0,76 0,72 0,83
to (Factor
0,80 0,67 0,87 0,74
4
~0^96
50
(3)NHUNG NGHI6N CUU MOI TRONG KHOfl HOC KINH ^ ^
Bang 2: Ke't qua hoi qui
(Constant) TANGIBLE ASSURANCE RESPONSIVENESS EMPATHY
He so hoi qui chUa duoc chua'n hda (Unstandardize
d Coefficients) 1,19 0,16 0,34 0,10
He SO hoi qui duac chuan hda (Standardized
Coefficients)
0,19 0,33 0,12 0,09
t
4.606454 1.924457 3.873775 1.167932 1.143097
Sig
0,00 0.04 0.00 0.24 0.25
VIF
2.16 1.70 2.30 1.40 Bie'n phu thupc: Suhai long ciia khach hang (SAT)
Bang 3: Phan tich phudn( Model
Regression Residual Total
Sum of Squares
31.08 57.78 88.87
df 154 158
3 sal (ANOVA) Mean Square
7.77 0.37
F 20.7
Sig 0,00
Bang 4: Ma tran tUdng quan Pearson
SAT TAN ASS RES EMP
SAT 0.48 0.53 0.46 0.36
TAN 0.48
1 0.56 0.50 0.37
ASS 0.53 0.56 0.55 0.46
RES 0.46 0.50 0.55 0.47
EMP 0.36 0.37 0.46 0.47 Nhu vay md hinh phan tich
se la:
SAT = f(TAN, ASS, RES, EMP) Nhan \6 SAT dUde djnh lupng bang cdeh tinh did'm trung binh ciia bien quan sat thude nhdn td Cae nhan td TAN, ASS, RES^ ElVIP eung dupe djnh lupng bang tinh diem trung_ binh eiia cae bien quan sat nim nhan td dd
Budc 2: Phan tich hdi qui boi
Sir dung SPSS-^Regression Analysis cd ket q u i d b i n g
B i n g eho biet, ed bie'n (TAN, ASS) d i m b i o ed y nghTa thdng ke vdi mirc y nghTa 95% (Significance < 0,05)
Bien TANGIBLES ed he sd tUdng quan ehua dupe ehuan hda la 0,16 Dieu cd nghTa Id thay ddi tang them diem danh gia ciia khach hang, sU hai long eiia khach Bang 5: Kiem djnh tinh dn dmh phUdng sai (Heteroskedasticity)
Spearman's rho ABSRES TANGIBLES
ASSURANCE
Correlation Coefficient Correlation Coefficient Sig (2-talled) Correlation Coefficient Sig (2-tailed)
ABSRES
1 0.22 0.07 0.14 0.10
hang tdng them 0,16 diem
Bien ASSURANCE cd he sd tUdng i^uan ehua dupe ehuan hoa la 0,34 Dieu ed nghTa la khi^thay ddi tdng them diem danh gia ciia khaeh hang, suhai Idng ciia khach hdng tang them 0,34 diem
He sd hdi qui dUdc chuan hda cho biet t i m quan trpng eiia eae bien dde lap md hinh Bien A S S ' U R A N C E ( d i m bio) cd he sd hdi qui la 0,34, cp nghTa l i vdi 100% eae yeu td tac^dpng den su hai Idng, bien dirn bao chie'm 34% Nhu vay, bien nay^ cd vi tri quan trpng i n h hudng den sU hai Idhg ciia khdeh hang, ke den la TANGIBLE (hifu hinh)
Md hjnh ed R^ dieu chinh la 0,3 Dieu ndy ed nghTa la 30% thay ddi ciia sU hai ldng eiia khaeh hang dUdc giii thieh bdi cae bien TAN, ASS, RES va EMP
Kiem dinh F diing de kiem dinh tinh phii hpp ciia md hinh Cd Significance < 0,05,
dd, cac he sd hdi qui ciia eae bien dpe lap khae khdng Nhu vay md hinh ly thuyet dupe xay dung phu hdp vdi thue te
c a c bie'n ddc lap TAN, ASS, RES, EMP cd tUdng quan vdi thap (<0,6) va he sd phong dai phUdng sai
(4)^ HCH^G NGHICN CUU MOI TRONG KHOfl HOC KINH T6
(VIF) b i n g cd gia trj nhd hdn 10 Nhu vay md hinh d i m bao khdng cd hien tUpng cpng tuyen giCra cae bien dpc lap
Bing cho biet cae he sd tUdng quan hang SPEARMAN ed mirc y nghTa > 0,05 Do do, phUdng sai eiia sai sd khdng thay ddi
Ket luan: Thdng qua eac kie'm dinh eua' md hinh hdi qui, eae nhan td inh hudng de'n sU hai Idng cua khach hang la sU d i m bio va phuong tien hifu hinh
3 Mpt s d gdi y ve chinh sach
(1) Dua vdo ke't q u i nghien cUu, de nang eao k h i ndng dap Ung sU hai Idng cho khaeh hang, he thdng ngdn hang ndng nghiep va phat trien ndng thdn can tap trung hoan thien cae ye'u td sau:
dang dp dung rpng rai cho eae ehi nhanh ngan hang, tai eae phdng giao dieh
(3) Viec thu thap sd lieu thdng q u i dieu tra true tiep khaeh hang vdi b i n g eau hoi dang ddng, eac khaeh hdng kiidng mat nhieu thdi gian tra ldi nen tinh k h i thi cap nhat sd lieu thUdng xuyen rat thuan
tidn
(4) Quan tam den mifc dp hai long se la cdng cu quan giiip ngan hang giu dupe khaeh hang va rnd rpng khach hang dieu kien eanh tranh cang gay gat trdng qua trinh hpi nhap
(5) Thu thap sd lieu nen tie'n hanh thudng xuyen theo djnh ky (6 thang rript Iin) vdi qiii md m i u khoang 5% sd khach hdng eiia phdng giao dich.B
Sudam bao
Thai phuc vu
Phuc vu nhiet tinh s i n sang phuc vu Dap Lfng nhanh chdng Giai quye't cac thac mac Hai long ve tac phong lam viec
Phuong tien huu hinh
Co sd vat chat - trang thie't bi hien dai
Bai dau xe Trang phuc Co nudc udng
(2) Md hinh djnh lupng vdi trd giiip ciia phan mem SPSS rat ddn g i i n va tien ldi nen de
Tai lieu tham khao:
1 Dinh Phi Ho (2009), Tap bai
giang cho chuang thnh cao hoc Kinh te phat then, Tai lieu giang day
2 Dinh Phi Ho (2009) "Mo hinh dinh li/dng danh gia mirc hai long cija khach hang: Lfng dung cho he thong ngan hang thUdng mai" Tap
chi Quan ly kinh te, Bo Ke hoach dau tu So 26, thang 5+6, nam 2009
3 Hoang Trpng va Chu Nguyin Mong Ngoc (2005), Phan tich dCtlieu
nghien cUu vdi SPSS Nha xuat ban
Thong ke
4 Le Thanh Trung (2009) Deter-minants of customer satisfaction: A case study at AGRIBANK in Ho Chi Minh city (The Master Thesis, Super-visor: Dinh Phi Ho) Programme for
M.A in development economics, Viet-nam - Netherlands (University of Economics, HCMC)
5 Lin, Chia chi (2003), "A critical appraisal of customer satisfaction and commerce" Management
Audit-ing Journal 18 (3): 202
6 Heskett, J.L Jones, T.O Love-man, G.W Sasser, Jr., W.E Schlesinger, L.A (1994) "Putting the service - profit chain to work",
Havard Business Review,
March-April, pp.164-174
7 Parasuraman, ZelthamI and Berry (1985), "A conceptual model of service quality and Its implications for future research", Journal of
Market-ing, Vol 49: 41-50
8 Parasuraman, ZelthamI and Berry (1991), "Refinement and reassessment of SERVQUAL scale"
Journal of Retailing, Vol.67: 420 - 50 (Tiep theo trang 35)
VIET NAM vdl CAM KET CAT GIAM THUE QUAN
quing ba eae mat hang minh cd the manh bang nhieu kenh thdng tin khae va dac biet c i n cd chie'n lupc xua't khau lau dai vao thj trudng Doanh nghiep can ehii y nang cao tinh canh tranh ciia s i n pha'm, cd nhifng giii phap ddn d i u thj trudng, tim kiem nhifng mat hang xuit khau mdi Oe tang cUdng thu hiit vdn dau tu nUde ngpai tU i n
Do, doanh nghiep e i n chifng
minh ve k h i ndng s i n xuat kinh doanh, lap ke hoaeh k h i thi ve tUdng lai s i n pham va
52
cd mpt bp may hoat dpng chuyen nghiep Bie't t i n dung nhi/ng hd trp tU phia Nha nudc va chii dpng s i n xud't kinh doanh thi thj trudng An
Dp se la mpt thi trudng d i y
tiem ndng vdi eae doanh nghiep Viet Nam."
Tai lieu tham khao:
1 Chirathivat S (2006): ASEAN's Strategy in East Asia
2 Ban thir ky Asian Hiep dinh Thtrong mai hang hoa khuon kho Hiep dinh khung ve hpp tac kinh
te toan dien giufa Hiep hpi cac Quoc gia Dong Nam A va Cpng hoa An Dp 2009
3 Brown A G (2006) Global
Mar-ket Intergration and National Sover-eignty, The World Economy, Vol 29,
No3, March
4 Tong cue Thong ke Nien giam thong ke 2007, 2008, 2009 Nha xuat ban Thong ke
http://tttm.moit.gov.vn/Default.aspx7it