long trung thanh vtti thttdng hieu dieh vu the' hien viec khaeh hang vtta tiep tut stt dung thttdng hieu dd vtta ludn ghi nhtt thttttng hieu tho dtt dinh tttttng lai, ttt dd thang d[r]
(1)CONG NGHE NGAN HANG III
NHAN DIEN KHACH HANG TRUNG THANH CUA CAC NGAN HANG THJCfNG MAI CO PHAN
THANH PHO HO CHI MINH
ThS Chu Nguyin Mpng Ngoc DH Kinh te TP HCM T j ^ ^^hien cdu ddctc thdc hien nhdm phdt hien cdc dde diem nhdn khau hgc cua hai f^^ / nhom khdch hdng trung thdnh vd chda trung thdnh d cdc ngdn hdng thiictng
I ^ ^ f mg.i (NHTM) cd phdn Tp Ho Chi Minh Ket qud cho thay nhom khdch
^ L ^ hdng trung thdnh nd gidi, ngddi co tudi, ngddi co thu nhap trung binh khd, hgc
vdn td phd thong trung hgc trd xudng vd nhdng ngiidi khong Idm kinh te nhd hiiu tri, ngi trg chiem ty trgng dp ddo
Ly nghien ciJu
Xay dttng tung cd^ va md rpng thttdng hieu la mdt nhttng xu httttng ndi bat tua nganh ngan hang toan eau hien vi t a t thUdng hieu manh se lam tang niem tin va giam stt lo au eua khaeh hang ve cae riii ro tai chinh Trong bdi dd, de tai nghien cttu tiia TS Hoang Thi Phttdng Thao va cat ddng nghiep (2010) da phat trien tach Ittttng tai san thttdng hieu dtta tren nhan thttt khach hang ddi vtti nganh dich vu linh vttc ngan hang Ket qua nghien tttu da xat dinh dttdt bdn phan cd ddng gdp ldn vao tai san thttdng hieu tdng the ngan hang la nhan biet thttdng hieu; chat Ittdng cam nhan; hinh anh thttttng hieu va long trung thttttng hieu Trong dd, Idng trung thttdng hieu dttttc khang dinh cd tat ddng manh nhat len tai san thttdng hieu tdng the thdng qua ket qua ciia nghien cttu cua de tai
Ly thuyet marketing da khang dinh long trung vtti thttdng hieu td gia tri to ldn dd^i vtti doanh nghiep: khach hang se tra gia tao hdn de co dttdt thttdng hieu, gittp doanh nghiep dat thi phan cao, ho trd viee md rpng thttdng hieu, giam ehi phi marketing va lam cho thttdng hieu vttng vang trttdc stt canh tranh cua ddi thu Ket qua nghien cttu cua de tai tap Bp tung chi rttng de xay dttng Idng trung thttdng hieu, doanh nghiep ngan hang phai thau hieu k h a t h hang cua minh Dtta tren ket qua ma de tai da phat hien, nghien cttu nhd tiep tut tieh hanh t a t kham pha de giiip tac NHTM cd phan d Tp Hd Chi Minh n h a n dien t h a n dung nhttng k h a t h hang trung t h a n h tua minh Nhttng ket qua tim dttdt se dat nen mdng dau tien tho cac ke hoaeh dai hdi nhttm gia tang long trung t h a n h ciia k h a t h hang ddi vtti t a t NHTM cd phan
Mue t i e u n g h i e n ciiu
Nghien cttu nham p h a t hien t a t dat diem n h a n khau hpc dang chu y ciia hai nhdm khach h a n g trung t h a n h va thtta trung t h a n h tiia cac NHTM cd phan Tp Hd Chi Minh
Pham vi nghien cufu
Khath hang cua ngan hang vtta la t a t td thttt vtta la cat ca nhan, nhttng de tai thi chpn khach hang ca nhan la ddi tttdng chinh dttdt khao sat Cudc khao sat dinh Ittdng dttdt tien hanh tt Tp Hd Chi Minh, tren 421 ngtttti tieu dung ca nhan eua sau NHTM cd phan dai dien gdm Ngan hang A Chau, Ngan hang Ddng A, Ngan hang Sai Gdn Thttdng tin, Ngan hang Sai Gdn, Ngan hang Ki Thttdng va Ngan hang Nam A Chu y rttng, mpt ngan hang cung tap nhieu loai dith vu khae vtti cung mdt ten thttttng hieu, dd ehinh la thttdng hieu doanh nghiep ngan hang,
Congnghengan hang
(2)Ill CONG NGHE NGAN HANG nhtt vay khai niem thttttng hieu doanh nghiep ngan hang va thttdng hieu dich vu ngan hang la nhtt nhau, d day ta gpi thung la thttdng hieu ngan hang
Ccf stt ly t h u y e t
Long trung thttdng hieu la phan chinh cua gia tri thttdng hieu, Aaker (1991) xac dinh Idng trung thttdng hieu nhtt stt gan ket them ma ngtttti tieu dung td dd^i vtti mpt thttdng hieu Oliver (1997) lai dinh nghia Idng trung thttttng hieu nhtt mot cam ket sau sac va
ben vttng se mua lai mdt san pham hoac quay lai mdt dich vu tta thith tttttng lai, mac du nhttng anh httttng tinh hudng va tat ddng thi trttttng cd kha nang gay nhttng hanh vi thay ddi bat thttttng Trong dinh nghia Idng trung thttttng hieu can ctt tren hanh vi nhan manh den tinh trung thttc stt tua khath hang ddi vtti thttdng hieu phan anh qua Itta chpn mua, thi dinh nghia Idng trung thttdng hieu can ctt tren thai dp lai dat trpng tam d dtt dinh trung vtti thttdng hieu eua ngtttti tieu dijng Trong nghien cttu
long trung vtti thttdng hieu dieh vu the' hien viec khaeh hang vtta tiep tut stt dung thttdng hieu dd vtta ludn ghi nhtt thttttng hieu tho dtt dinh tttttng lai, ttt dd thang long trung thttttng hieu nghien cttu bao gdm ba phat bieu nhttm vao diln ta stt tiep tue stt dung thttdng hieu ngan hang hien tai hanh ddng eung nhtt suy nghi eua khach hang:
- Tdi van dang stt dung dith vu eua ngan hang X
- Toi nghi de'n ngan hang X ed nhu eau khat ve t a i chinh - tien te
- Tdi se stt dung dieh vu ngan hang X lau dai
Cat phat bieu dttttc thiet ke' theo eau true cau hdi Likert nam mttc dp, bie'n ddi theo cap dp ttt mdt la hoan toan phan ddi den nam la hoan toan ddng y X lan Ittdt la ten tua sau NHTM cd phan dttttc chpn de khao sat Phifofng phap nghien cttfu
Dtta vao dtt lieu thu thap dttdc ttt tren 421 dap vien, phep phan tich nhan td' tho khai niem Idng trung thttdng hieu dttdc thtte hien de tim bttng chttng ve gia tri phan biet va gia tri hdi tu cua thang trung He sd Cronbach's alpha tung dttdc tinh toan de the hien tinh dang tin tay tua thang
Long trung tua cat khach hang miu dai
Cong nghe ngan hang
(3)CONG NGHE NGAN HANG ill
dien sau dttdc Ittttng va rut trich qua p h e p p h a n tich n h a n td' da dttdt tac gia dung SPSS 11.5 Ittu dtttti d a n g n h a n sd ttt ddng Dtta t r e n ban t h a t tua n h a n sd la so lieu da t h u a n hda (trung b i n h bang va phttdng sai bttng 1) t a t gia t h p n m d t t r e n sd lieu n h a n sd' lam diem eat de chia mau n g h i e n tttu t h a n h hai nhdm k h a t h h a n g t r u n g t h a n h (td diem n h a n so t r u n g dttttng) va k h d n g t r u n g t h a n h (cd diem n h a n sd' t r u n g t h a n h am) C a t b a n g tho'ng ke sd bd ve tau trttt mSu va cat d a t diem n h a n khau hot dttdc t h a n h lap n h a m cd nhttng n h a n d i n h ve t i n h hinh k h a t h h a n g k h a c biet bdi t h a i dd va h a n h vi trung t h a n h
B a n g 1: C d u t n i e m a u n g h i e n ci^Tu
Nhdm khong tmng Nhom trang Tong cong
Tan xuat
179 242 42!
%
42.5% 57.5% 100.0%
Ngudn: Tinh todn tU kit qud khdo sdi
Ket qua, d i e n giai n h a n dinh Ket qua p h a n t i t h n h a n td cho thay long t r u n g t h a n h nghien tttu n a y la mdt khai niem ddn httttng tai h e t ba phat bieu Ittttng t r u n g He sd Cronbach's alpha = 0,73 t h e h i e n t h a n g dat yeu tau
Cau trijt mau (Bang 1) t h o thay t h a n h p h a n k h a t h h a n g trung t h a n h vtti n g a n h a n g thiem sd ddng hdn vtti ty le 57,5% N h a n dinh cd ban la nhdm k h a c h h a n g t r u n g
t h a n h ntt gitti t h i e m ttu the d i t h vu n g a n h a n g ttt hai n a m (gan 60,6%) Cung de hieu
khi t h a y d n h o m k h o n g t r u n g t h a n h tudi t r e t h i e m ap dao tdn n h d m t r u n g t h a n h ty le ngtttti td tudi nhieu hdn Tudi t a t lien quan den v a n de thtti gian, t a t gia tiep t u t x a t dinh sd n a m stt dung d i t h vu n g a n h a n g cua cac k h a t h h a n g t r o n g mSu da t h p n thi tha'y n h d m k h o n g t r u n g t h a n h ty le k h a t h h a n g diing d i t h vu n g a n h a n g dttdc k h a o s a t dtttti hai n a m dong hdn, ddi xttng lai d n h d m t r u n g t h a n h ty le k h a c h h a n g dung
trd len chiem ttu t h e , dac biet k h o n g cd k h a c h h a n g dung d i t h vu n g a n h a n g qua 10 n a m t r o n g n h o m k h o n g t r u n g t h a n h
Tiep t u t t i m hieu c h a n dung k h a c h h a n g t r u n g t h a n h , t a t h a y n h d m t r u n g t h a n h gdm da p h a n k h a t h h a n g co thu n h a p d mttc t h a p hoac t r u n g b i n h (2-5 trieu) t o n t r o n g n h o m k h o n g t r u n g t h a n h t h a n h p h a n k h a c h h a n g co mttc thu n h a p t r u n g binh k h a chiem nhieu hdn (30,5%) Cau true hoc van t u a n h o m
Cong nghe n g a n hang
(4)I l l BAU TI/TAI CHINH
trung nghieng ve phia cat tap hpt thap nhieu hdn so vtti hpt van tua nhdm khdng trung Khaeh hang trung chiem sd' ddng hdn nhdm khdng trung thanh d nhdm hoat ddng kinh te' ttt (chu doanh nghiep, budn ban nhd ), giao vien, cdng nhan va nhttng ngtttti khdng lam kinh te nhtt httu tri, ndi trd Cdn khath hang khdng trung tap trung ddng hdn tai nhdm sinh vien, nhan vien van phdng edng ty ngoai qud'c doanh (Bang 2)
Ket luan
Gan day, cae ngan hang deu thttc hien nhieu hoat ddng khuyen mai nhtt chttttng trinh gtti tiet kiem trttng vang hay can hd, lai suat hap dSn, m i i n phi dich vu mtt tai khoan va the toan de ldi keo khach hang ve phia minh Dieu cd gittp gia tang thu nhap ttt hoat ddng dich vu cua ngan hang, nhttng ro rang ne'u thi mdt lan stt dung nhat tua mdi khath hang khdng
B a n g 2: Cac d a c d i e m n h a n k h a u h o c cd b a n ciia m a u n g h i e n cii-u
Gicli tinh Nam NO-Tong nhom Tuoi 18-30
31-40 41-50 Tren 50 Tong nhom Thu nhap Dvfdi trieu
2 de'n trieu den trieu Tren trieu Tong nhom Trinh hoc vien DU(3i PTTH
PTTH CD-DH Tren DH Tong nhom Nghe CNV nha ntfdc
NVVP cty ngoai QD Giao vien
Hoat dong KT tif Cong nhan Sinh vien
Khong hoat dong KT Nghe chuyen mon Tong nhom
Khong trung n 85 94 179 127 36 178 19 87 53 15 174 153 15 176 29 84 21 13 20 175 % 47,5% 52.5% 100.0% 71.3% 20.2% 5.1% 3.4% 100.0% 10.9% 50.0% 30.5% 8.6% 100.0% ,6% 4.0% 86.9% 8.5% 100,0% 16,6% 48.0% 1,7% 12,0% ,6% 7.4% 2,3% 11.4% 100,0% Trung n 95 146 241 157 40 21 20 238 34 124 47 24 229 32 188 14 236 39 93 42 13 19 19 240 % 39.4% 60.6% 100.0% 66.0% 16.8% 8.8% 8.4% 100.0% 14.8% 54.1% 20.5% 10.5% 100.0% %
13.6% 79,7% 5.9% 100.0% 16.3% 38.8% 3.8% 17.5% 2.5% 5.4% 7.9% 7.9% 100,0%
the dan de'n stt gia tang thu nhap dai han, vi the' cac nha quan tri ngan hang tan thu y de'n tam quan trpng cua viet stt dung lap lai dith vu dttdt dan dat bdi long trung cua khaeh hang De xay dttng long trung thttdng hieu, mdt doanh nghiep ngan hang khdng phai chi nhan dien khaeh hang ma tdn phai biet ro nhieu van de khat nhtt: ho td hai long khdng? Cd dtt dinh dung dith vu tiep tut khdng? Cd xem dd la stt thpn Itta dau tien so vtti t a t thttdng hieu khac khdng? Nhttng nhan dien dttttc ehan dung khath hang trung va khdng trung se gittp ban quan tri t a t NHTM td phan tren dia ban Tp Hd Chi Minh ed ehien Ittttc tri long trung ro hdn, tap trung hdn va cd hieu qua hdn"
Tai lieu tham khao
1 Hodng Thi Phuang Thao - chu nhiem vd cdc dong tdc gid Hodng Trong, Chu Nguyin Mong Ngoc (2010), Phdt trien sU ludng tdi sdn thuang hieu thi trudng dich vu, Bi tdi nghien ciiu khoa hgc cdp bo, md sd B2007-09-35 2 Aaker, D.A (1991), Managing Brand Equity, The Free Press, New York, NY 3 Oliver, R.L (1997), A Behavioral Perspective on the Consumer, McGraw-Hill, New York, NY
Nguon: Kit qud tinh todn td khdo sdt
Cong nghe ngan hang