1. BT PPNC.pdf

MC LC

I. GII THIU TI ........................................................................................................................... 2

1. L DO CHN TI ..................................................................................................................2

2. MC TIU NGHIN CU TI .................................................................................................3

3. I TNG, PHM VI V PHNG PHP NGHIN CU .............................................................3

4. NGHA L LUN V NGHA THC TIN: ..............................................................................3

5. KT CU CA TI: ...............................................................................................................3

II. C S L THUYT V M HNH NGHIN CU ........................................................ 4

1. C S L THUYT .....................................................................................................................4

a. Tng quan v dch v ngn hng v dch v ngn hng bn l ca cc ngn hng thng mi ti Vit Nam ........................................................................................................................................................... 4 b. Lng trung thnh ca khch hng ........................................................................................................ 5 c. Cc yu t nh hng n lng trung thnh ca khch hng ............................................................. 5 Cht lng dch v cm nhn .................................................................................................................. 5 S hi lng ca khch hng ..................................................................................................................... 5 Chi ph chuyn i ................................................................................................................................... 5 S tin cy ................................................................................................................................................. 6 d. Mt s nghin cu c lin quan c thc hin ............................................................................. 6

2. M HNH NGHIN CU NGH ...............................................................................................7

III. PHNG PHP NGHIN CU ...................................................................................... 8

IV. PHN TCH KT QU NGHIN CU ........................................................................ 11

V. KT LUN V KIN NGH ............................................................................................... 11

1. KT LUN ............................................................................................................................... 11

2. KIN NGH: ............................................................................................................................. 11

TI LIU THAM KHO ............................................................................................................... 12

PH LC I: BNG CU HI CHO NGHIN CU NH TNH .......................................... 13

PH LC II: BNG CU HI CHO NGHIN CU NH LNG .................................... 14

Bi tp mn Phng php nghin cu trong QTKD

SVTH: Nguyn Th Thu Tho MSSV: 12170960 Trang 2

I. Gii thiu ti

1. L do chn ti

Cng vi s pht trin mnh m ca kinh t x hi v m rng hp tc quc t ti Vit Nam, ti chnh ngn hng ngy cng tr thnh mt lnh vc c s cnh tranh gay gt. i vi mt ngnh kinh t quan trng v nhy cm nh ngn hng, cnh tranh khng ch quyt lit m cn tinh vi v v cng a dng. Ni bt trong xu th cnh tranh ca cc ngn hng ti Vit Nam hin nay l khai thc th trng ti chnh c nhn (th trng dch v ngn hng bn l).

T nm 1990 n nay, s lng ngn hng hot ng ti Vit Nam gia tng ng k, c bit l cc ngn hng t nhn v cc chi nhnh, ngn hng nc ngoi. Theo s liu thng k ca Ngn hng Nh nc (NHNN) tnh n ngy 31/12/2012, h thng ngn hng ti Vit Nam c 5 ngn hng thng mi nh nc, 34 ngn hng thng mi c phn, 50 chi nhnh ngn hng nc ngoi, 4 ngn hng lin doanh v 5 ngn hng 100% vn nc ngoi. Sc hp dn ca th trng Vit Nam khng ch thu ht cc ngn hng nc ngoi vn c nhiu kinh nghim trong lnh vc bn l m cn c cc t chc phi ngn hng khc (bo him, bu in, qu u t, cng ty ti chnh, chng khon...). iu ny ang t ra cho cc ngn hng thng mi trong nc nhng yu cu ngy cng cao v nng lc cnh tranh v i hi phi c chin lc bn l thc s hiu qu.

Theo nh gi, Vit Nam l mt nc c dn s tr, gn 90 triu dn, mc thu nhp bnh qun ngy cng tng (nm 2012 thu nhp bnh qun u ngi t khong 1.540 USD/ngi/nm theo thng k ca B Cng Thng), song trn thc t t l ngi dn c ti khon ngn hng vn cn hn ch, chim t l khong 20% dn s c nc. Chnh v th, Vit Nam lun c nh gi l th trng y tim nng cho cc ngn hng thng mi (NHTM), c bit l th trng dch v ngn hng bn l (DVNHBL).

Nm 2013 l mt nm kh kh khn vi ngnh ngn hng khi m cc ngn hng ti Vit Nam ang phi i mt vi hng lot p lc do nn kinh t cha thot khi khng hong nn nhu cu tn dng gim, kh khn v mt n xu i din nhiu ngn hng cho rng, trong bi cnh hin nay, mt ngn hng hin i phi t t trng doanh thu khong 50% t cc hot ng u t v cc mng dch v ngn hng t ng, hin i, v ch cn li 50% doanh thu t hot ng truyn thng nh tn dng. y l nhng l do chnh khin cho cc ngn hng ni a phi chuyn hng chin lc pht trin sang ang y mnh cc hot ng DVNHBL.

Nh vy, vic pht trin DVNHBL ang l mt xu th tt yu khi m hi nhp kinh t quc t ngy cng su rng, cnh tranh ngy cng gay gt, nhu cu tin ch ca ngi dn ngy cng a dng v l yu cu cnh tranh i vi cc NHTM nhm tng cng s hin din, gia tng th phn v a dng ho cc loi hnh sn phm dch v ca ngn hng, tng kh nng phn tn ri ro trong kinh doanh, gp phn vo vic tng sc cnh tranh ca ngn hng.

Khch hng l nhn t quyt nh s tn ti ca ngn hng. Chin lc kinh doanh hng n khch hng ang tr thnh chin lc quan trng hng u ca cc ngn hng. Trong nhng nm gn y, mi quan tm n lng trung thnh ca khch hng ngy cng gia tng. Cc nh qun l ngn hng tp trung vo s trung thnh ca khch hng ca h bi v h bit rng doanh thu v tit kim chi ph t cc khch hng c th lun lun ln hn l t vic thu ht nhng khch hng mi v s trung thnh ca khch hng khng tn ti mi mi. Ngn hng no dnh c v duy tr lng trung thnh ca khch hng, ngn hng s thng li v pht trin.

V vy, nghin cu cc nhn t quyt nh lng trung thnh ca khch hng l mt cng vic quan trng cung cp thng tin cho cc ngn hng trong vic hoch nh chin lc xy dng, duy tr v gia tng lng trung thnh khch hng hiu qu. Nhn thc c vn ny, l mt nhn vin hin ang cng tc ti NHTMCP Si Gn Cng Thng Saigonbank, ti thc hin ti Nhng nhn t quyt nh lng trung thnh ca khch hng i vi dch v ngn hng bn l: trng hp ng dng ti Saigonbank.



2. Mc tiu nghin cu ti

- Xc nh cc nhn t quyt nh lng trung thnh ca khch hng i vi dch v ngn hng bn l.

- Phn tch mc tc ng ca tng nhn t n lng trung thnh ca khch hng i vi dch v ngn hng bn l ti mt s ngn hng trn a bn Tp.HCM.

- Kim nh s khc bit v lng trung thnh ca khch hng i vi DVNHBL v gii tnh, thu nhp, trnh hc vn v ti Saigonbank so vi cc ngn hng khc.

- T kt qu nghin cu a ra cc hm chnh sch nhm duy tr v gia tng lng trung thnh ca khch hng trong lnh vc ngn hng bn l, c bit ng dng i vi Saigonbank.

3. i tng, phm vi v phng php nghin cu

- i tng nghin cu: cc nhn t quyt nh lng trung thnh ca khch hng i vi DVNHBL.

- i tng kho st: cc c nhn trn 18 tui thng xuyn n cc ngn hng giao dch khng phn bit mc ch, gii tnh, tui tc, thu nhp v trnh hc vn.

- Phm vi nghin cu: mt s ngn hng thng mi trn a bn Tp.HCM.

- Nghin cu c thc hin thng qua hai bc: nghin cu s b nh tnh nhm xy dng v hon thin bng cu hi iu tra v nghin cu nh lng nhm thu thp, phn tch d liu kho st, kim nh m hnh. Phn mm c s dng x l d liu l SPSS 11.5.

4. ngha l lun v ngha thc tin:

Nghin cu ny minh ha cc yu t nh hng n lng trung thnh ca khch hng i vi DVNHBL thng qua bng cu hi kho st. S hiu bit v cc yu t nh hng n lng trung thnh ca khch hng c th gip cc cp qun l ngn hng tm ra c mt s khuyn ngh c th nhm xy dng v gia tng lng trung thnh ca khch hng.

Vic xc nh yu t no l yu t quan trng nht nh hng n lng trung thnh ca khch hng trong lnh vc ngn hng bn l s cung cp nhng thng tin quan trng cho cc nh qun l Vietcombank trong vic tm ra chnh sch ph hp nhm nng cao nng lc cnh tranh ca mnh trong iu kin cnh tranh ngy cng gay gt nh hin nay.

5. Kt cu ca ti:

Kt cu bo co nghin cu gm 5 chng

Chng 1: Gii thiu

Chng 2: C s l thuyt v m hnh nghin cu.

Chng 3: Phng php nghin cu

Chng 4: Phn tch d liu v kt qu kim nh

Chng 5: Kt lun v kin ngh



II. C s l thuyt v m hnh nghin cu

1. C s l thuyt

Trnh by tng quan v DVNHBL, lng trung thnh ca khch hng v cc nhn t nh hng n lng trung thnh ca khch hng i vi DVNHBL; m hnh khi nim, cc gi thuyt ca nghin cu v m hnh o lng cc nhn t nh hng n lng trung thnh ca khch hng v cc nh hng ca n.

a. Tng quan v dch v ngn hng v dch v ngn hng bn l ca cc ngn hng thng mi ti Vit Nam

Cc dch v ngn hng ang c cung cp ph bin hin nay gm:

Dch v tin gi: bao gm cc gi dch v huy ng vn di dng tin gi tit kim, k hn v tin gi thanh ton l ch yu.

Dch v tin vay (tn dng): gm cc gi dch v cho vay ca ngn hng to thu nhp cho ngn hng v to tin cho nn kinh t.

Dch v thanh ton trong v ngoi nc: cc gi dch v dnh cho khch hng c nhu cu thanh ton hp ng mua bn trong hoc ngoi nc, thanh ton ha n, nh thu hoc bo lnh

Dch v chuyn tin: dch v ny ang c cung cp bi hu ht cc ngn hng thng mi di dng chuyn tin trong nc, dch v kiu hi v nhn tin t nc ngoi v Vit Nam qua dch v Western Union, MoneyGram.

Dch v th: c cc ngn hng cung cp trong vi nm gn y nh mt phng tin thay th dng tin mt trong tn dng v thanh ton. y l dch v m hu ht cc ngn hng thng mi u nhm ti nh mt dch v mi nhn.

Cc dch v ngn hng khc nh: dch v y thc, t vn ti chnh, qun l ti khon nh u t chng khon... cng c nhiu ngn hng cung cp, nhng li cha c s dng ph bin v cn nhiu sn phm dch v khc vn ph bin trn th gii nh qun l ti sn cho c nhn thu nhp cao, qun l kt st... th li cha hoc t c cung cp ph bin nc ta.

Khi nim dch v ngn hng bn l:

Theo Jean Paul Votron - Ngn hng Foties, Bn l chnh l vn ca phn phi. Cn hiu ng ngha ca bn l l hot ng ca phn phi, trong l trin khai cc hot ng tm hiu, xc tin, nghin cu, th nghim, pht hin v pht trin cc knh phn phi hin i - m ni bt l kinh doanh qua mng. Dch v bn l bao gm ba knh vc chnh: th trng, cc knh phn phi, dch v v p ng dch v. Bn l ngy cng pht trin sang lnh vc xuyn quc gia.

Theo cc chuyn gia kinh t ca Hc vin cng ngh Chu - AIT, dch v ngn hng bn l l cung ng sn phm, dch v ngn hng ti tng c nhn ring l, cc doanh nghip va v nh thng qua mng li chi nhnh, khch hng c th tip cn trc tip vi sn phm v dch v ngn hng thng qua cc phng tin in t vin thng v cng ngh thng tin.

Theo T chc thng mi th gii (WTO), dch v ngn hng bn l l loi hnh dch v in hnh ca ngn hng ni khch hng c nhn c th n giao dch ti cc im giao dch ca ngn hng thc hin cc dch v nh tin gi, tin vay, thanh ton, kim tra ti khon, dch v th...

Nh vy, hot ng bn l ca cc ngn hng thng mi l vic cc ngn hng thng mi cung cp cc sn phm dch v nhm n i tng khch hng l c nhn, h gia nh thay v khch hng doanh nghip. Cc dch v ny hin kh phong ph v ngy cng pht trin nhm tha mn ti a cc nhu cu a dng v ti chnh ca khch hng.



b. Lng trung thnh ca khch hng

Theo Oliver (1999), lng trung thnh c nh ngha l cam kt su sc v vic mua li hay quay li s dng mt cch chc chn sn phm/dch v trong tng lai, dn ti vic mua lp li cng thng hiu, mc d c th b nh hng bi hon cnh v cc n lc ca i th trn th trng nhm dn n hnh vi thay i.

Jacoby v Chestnut 1978, Solomon 1992 v Dick & Basu 1994, chia lng trung thnh ra

thnh hai loi, l lng trung thnh thc s v lng trung thnh gi to:

Lng trung thnh qun tnh hay lng trung thnh gi to, c ngha l khi khch hng tiu dng mt thng hiu ch l do s thun tin v mt thi gian, cng sc. Tuy nhin, h s khng chn ch chuyn sang mt thng hiu khc nu nh tm thy s thun tin hn.

Lng trung thnh tht s, l mt hnh thc ca hnh vi mua hng lp li phn nh mt quyt nh c ch khi tip tc tiu dng cng mt thng hiu, v n phi i km vi thi tch cc v mt mc cam kt cao i vi thng hiu .

Nh vy, so vi lng trung thnh gi to khi m ngi tiu dng th ng chp nhn mt thng hiu, th lng trung thnh thc s lin quan tch cc n s a thch thng hiu ca ngi tiu dng. S a thch ca khch hng s hnh thnh thi ca h i vi sn phm, dch v v gp phn vo qu trnh hnh thnh quyt nh mua hay khng mua sn phm, dch v . V vy, tp trung xy dng v gia tng lng trung thnh thc s l mc tiu ca ti bi v lng trung thnh thc s th hin s gn kt lu di gia khch hng v ngn hng, v khi ngn hng to dng c li th cnh tranh.

c. Cc yu t nh hng n lng trung thnh ca khch hng

Cht lng dch v cm nhn

Cc nghin cu trc y cho thy c s lin kt mnh m gia cht lng dch v cm nhn v lng trung thnh ca khch hng trong ngnh cng nghip dch v (Cristobal et al, 2007; Caruana, 2002; Jamal & Anastasiadou, 2009; Pollack, 2009; Kumar, Mani, Mahalingam &

Vanjikovan, 2010; Wong & Sohal, 2003; Wolfinbarger & Gilly, 2003; Yen & Lu, 2008). Cht lng dch v cm nhn l yu t cn c ra quyt nh tiu dng, c s hnh thnh nn lng trung thnh ca khch hng.

Trong ngnh cng nghip ngn hng, Lam & Burton (2006), Beerli et al (2004) v Ennew & Binks (1996) lp lun rng, cc dch v cao cp c cc ngn hng cung cp c tc ng tch cc n lng trung thnh ca khch hng. Cht lng dch v cm nhn cao lun lun gn kt vi lng trung thnh ca khch hng. Trong mt iu tra ca Berggen v Dewar (1991) Hoa K pht hin ra rng 42% khch hng ng ti khon ca h hoc chuyn giao dch qua ngn hng khc l kt qu ca cc vn lin quan n cht lng dch v cm nhn. Cht lng dch v cm nhn ngn hng cao phn nh kh nng p ng cao hn k vng ca khch hng v cn c duy tr mt cch thng xuyn, nht qun.

S hi lng ca khch hng

Trc y, nhiu nh nghin cu a cc bng chng v mi quan h gia s hi lng hay tha mn v lng trung thnh. Bitner (1990) cho rng s tho mn c s nh hng trc tip n lng trung thnh. Hn na, Rust et al (1993) tm thy c s lin kt gia s tho mn v lng trung thnh s dng d liu t th trng ngn hng v t chui khch sn quc gia. Oliver (1980) pht biu rng lng trung thnh c s nh hng tch cc n thi . Thi tch cc ny iu chnh thi hng n sn phm hoc thng hiu, nh l tng mc tin tng, tng nh mua hng.

Chi ph chuyn i



Nhiu nghin cu ch ra rng tn ti mi quan h gia chi ph chuyn i v t l ra i ca khch hng. Fornell (1992) cho thy rng chi ph chuyn i cao c th lm gim t l chuyn i ca khch hng v ngn chn hnh vi chuyn i nu chi ph chuyn i cao hn so vi nhng li ch d kin khi thay i nh cung cp dch v (Lees v al., 2007). Colgate v Lang (2001) tm thy rng chi ph chuyn i ng mt vai tr quan trng trong quyt nh li hay khng ca khch hng khi iu tra cc ro cn chuyn i trong ngnh cng nghip ti chnh New Zealand.

Chi ph chuyn i mang li mt s li th i vi cc cng ty, l mt yu t nh hng trc tip ln s nhy cm ca khch hng v gi, v v vy n nh hng n lng trung thnh ca khch hng (Aydin and Ozer, 2005).

S tin cy

Trong l thuyt marketing, Morgan v Hunt (1994) cho rng s tin cy thng hiu to nn lng trung thnh thng hiu v cam kt ca khch hng bi v s tin cy to ra cc quan h trao i c gi tr cao. Lin v Wang (2006) chng minh rng, s tin cy c mt tc ng tch cc i vi lng trung thnh trong th trng thng mi in t di ng. Mt khi khch hng khng c lng tin, ngay c d h hi lng vi sn phm/dch v ca nh cung cp th h vn s khng trung thnh vi nh cung cp .

d. Mt s nghin cu c lin quan c thc hin

Cht lng dch v, s tha mn v lng trung thnh ca khch hng siu th ti Tp.HCM

Nghin cu ny xem xt mi quan h gia cht lng dch v siu th, s tha mn v lng trung thnh ca ngi tiu dng i vi siu th. Cc mi quan h ny c kim nh vi 318 khch hng ti siu th TPHCM. Kt qu nghin cu cho thy cht lng dch v bao gm 5 thnh phn: chng loi hng ha, kh nng phc v nhn vin, trng by hng ha, mt bng siu th, v mc an ton trong siu th.

Hnh 2.1: M hnh nghin cu ngh

(Ngun: Nguyn Th Mai Trang (2006), Cht lng dch v, s tha mn, v lng trung thnh ca khch hng siu th ti thnh ph H Ch Minh, trang 59)

M hnh lng trung thnh ca khch hng trong th trng ngn hng bn l - i hc Las Palmas De Gran Canaria, Ty Ban Nha

Beerli, Martin v Quintana (2004) nghin cu lng trung thnh trong lnh vc ngn hng bn l v a ra m hnh nghin cu (Hnh 2.2). Cc tc gi xc nh nhng yu t nh hng n lng trung thnh ca khch hng trong ngnh ngn hng l cht lng cm nhn, s tho mn, chi ph chuyn i.

Hnh 2.2: M hnh lng trung thnh

Cht lng dch v siu th:

- Cht lng hng ha - Nhn vin phc v - Trng by siu th - Mt bng siu th - An ton siu th

Tha mn Trung thnh siu th



(Ngun: Beerli, Martin v Quintana, 2004, A model of customer loyalty in the retail banking market, European Journal of Marketing, Vol 38, p.253-275).

Cc nhn t nh hng n lng trung thnh ca khch hng s dng dch v ngn hng in t ti Malaysia

Hnh 2.3: M hnh lng trung thnh ca khch hng

(Ngun: Beh Yin Yee and Faziharudean 2010, Factors Afftecting Customers Lotyalty Of Using Internet Banking In Malaysia, IBIMA Publishing)

Nghin cu ny c thc hin ti Malaysia, mt th trng c chung c im vn ha ng vi Vit Nam, v b sung thm mt s nhn t tc ng n lng trung thnh ca khch hng so vi nghin cu ca Beerli et al (2004).

2. M hnh nghin cu ngh

Theo nghin cu ca Beh Yin Yee and Faziharudean (2010), thi quen tiu dng ca khch hng v danh ting ca ngn hng c tc ng mnh m n lng trung thnh ca khch hng i vi dch v ngn hng in t ti Malaysia. Tuy nhin, nhn t thi quen tiu dng c Nguyn Th Kinh Anh (2010) kim nh trong Nghin cu lng trung thnh ca khch hng trong ngnh Ngn hng ti Tp.HCM-Lun vn thc s l khng c tc ng r nt n lng trung thnh ca khch hng. Trong lnh vc dch v ngn hng in t ni m c mc tng tc gia khch hng vi ngn hng khng cao, do i hi ngn hng c la chn giao dch phi c danh ting, uy tn cao to lng tin cho khch hng trong cam kt m bo tnh an ton, bo mt thng tin cao cho khch hng. Tuy nhin, y ch l mt mng dch v trong th trng DVNHBL, nn nhn t ny cha phn nh tng th tc ng ca n i vi DVNHBL. Vi 2 l do trn, tc gi quyt nh khng a hai nhn t thi quen v danh ting vo m hnh nghin cu ca mnh.


S hi lng

Lng trung thnh Chi ph chuyn i

Cht lng

dch v Gi tr cm nhn

S tin cy

Thi quen

Danh ting

Lng trung thnh ca khch hng



Trn c s nghin cu l thuyt trn, m hnh nghin cu c xut nh sau:

Hnh 2.4: M hnh nghin cu ngh

Gii thch cc gi thuyt trong m hnh nghin cu:

H1: Trong dch v ngn hng bn l, cht lng dch v cm nhn c tc ng tch cc n lng trung thnh ca khch hng

H2: Trong dch v ngn hng bn l, s hi lng c tc ng tch cc n lng trung thnh ca khch hng.

H3: Trong dch v ngn hng bn l, chi ph chuyn i c tc ng tch cc n lng trung thnh ca khch hng.

H4: Trong dch v ngn hng bn l, s tin cy ca khch hng c tc ng tch cc n lng trung thnh ca khch hng.

III. Phng php nghin cu

ti c thc hin thng qua hai bc chnh: nghin cu s b nh tnh v nghin cu chnh thc nh lng.

Nghin cu s b gm: thnh lp thang o nhp, iu chnh v b sung cc bin v thnh phn c thang o cho nghin cu chnh thc.

Nghin cu nh lng: kim tra h s tin cy Cronbach Anpha m bo tin cy ca thang o, phn tch nhn t khm ph gp d liu, v phn tch hi quy bi xc nh thnh phn no c nh hng n lng trung thnh v mc nh hng ca thnh phn .

Ngoi ra, nghin cu cng thc hin cc nghin cu ph nh gi s khc bit trong s nh gi cc thnh phn lng trung thnh ca khch hng gia cc nhm khch hng theo gii tnh, tui, thu nhp, trnh hc vn v gia Saigonbank so vi cc ngn hng khc.


S hi lng

Chi ph chuyn

i

S tin cy

LNG TRUNG THNH

CA KHCH HNG

H1

H2

H3

H4



Hnh 3.1: Quy trnh nghin cu

Xc nh vn nghin cu

Mc tiu nghin cu

C s l lun: - L thuyt v Lng trung thnh ca khch hng - Cc nhn t nh hng n lng trung thnh

- Cc nghin cu c lin quan c thc hin

Nghin cu s b nh tnh - Tho lun, hi kin chuyn

gia - Phng vn th - Hiu chnh v b sung thang o

Nghin cu nh lng - Chn mu - Thu thp s liu

X l s liu - Phn tch tin cy - Phn tch nhn t EFA - Phn tch hi quy - Phn tch s khc bit - Kim nh gi thuyt

Kt qu nghin cu

Kt lun v cc kin ngh

Thang o nhp

Thang o chnh thc



Mu c chn theo phng php thun tin theo tng ngn hng v khng theo t l. C tt c 300 bng cu hi (Ph lc 2) c gi cho khch hng thng qua ng email (100), v trong/ngoi quy giao dch (200) vi s h tr ca b phn dch v khch hng, cc ng nghip v cc bn hc vin cao hc Khoa Qun l cng nghip - i hc Bch khoa TPHCM.

Vic kho st ny s c thc hin trong 1 thng trong thi gian khch hng n cc ngn hng giao dch (sng t 8h-11h30, chiu t 1h30 n 4h). V m bo rng ngi c phng vn l nhm thch hp cho vic kho st trong lnh vc dch v ngn hng bn l, cc khch hng s c hi u tin v ngn hng ang giao dch, mc thng xuyn s dng cc dch v truyn thng nh giao dch np tin, rt tin, gi tit kim, th ATM, v sau l cc dch v internet banking, SMS banking

Trong qu trnh nghin cu, tc gi s dng hai ngun d liu sau y:

D liu s cp:

- Phiu iu tra nhn c t khch hng

- Kt qu phng vn, tho lun vi nhn vin/lnh o ngn hng v khch hng nm r hn v quan im cng nh nh gi ca h v vn nghin cu.

D liu th cp

D liu th cp phc v cho vic nghin cu l thng tin c thu thp thng qua cc ngun sau:

- Th vin.

- Cc bi tham lun v m hnh lng trung thnh ca khch hng, cht lng dch v, s hi lng ca khch hng.

- Bi ging v phng php nghin cu v phn tch d liu SPSS

- Cc tp ch marketing, tp ch ngn hng

D liu c x l bng cng c phn tch SPSS theo trnh t sau:

- M t mu nghin cu

- Phn tch h s tin cy Cronbach Anpha nhm nh gi s b thang o xc nh mc tng quan gia cc mc hi, lm c s loi nhng bin quan st, nhng thang o khng t yu cu.

- Phn tch nhn t khm ph EFA nhm kim nh tnh ng n ca cc bin quan st c dng o lng cc thnh phn trong thang o. Kt qu phn tch EFA cho gi tr phn bit xc nh tnh phn bit ca cc khi nim nghin cu.

- Phn tch tng quan v hi quy bi nhm kim nh s ph hp ca m hnh nghin cu, kim nh cc gi thuyt xc nh r rng mc nh hng ca tng nhn t tc ng lng trung thnh ca khch hng.

- Kim nh s khc bit v lng trung thnh ca khch hng i vi dch v ngn hng bn l theo c im gii tnh, tui, thu nhp v trnh hc vn.

- Kim nh s khc bit ca cc nhn t lng trung thnh ca khch hng ti ngn hng Saigonbank so vi cc ngn hng khc.



IV. Phn tch kt qu nghin cu

Trnh by nhng kt qu sau khi phn tch nh lng, kt lun v thang o, v s tng quan gia cc bin. Kt qu nghin cu khng nh hay bc b cc gi thuyt trong m hnh nghin cu.

V. Kt lun v kin ngh

1. Kt lun

T k qu nghin cu ta rt ra c cc kt lun v:

- Khng nh hay bc b cc gi thuyt trong m hnh.

- Mc nh hng ca cc nhn t trong m hnh nh th no n quyt inh mua sn phm ca t chc.

- Gi tr ca nghin cu th hin nhng im no.

2. Kin ngh:

- Vi kt qu nh trn th doanh nghip nn lm nhng g chm sc tt hn cho khch hng t chc ca cng ty.

- Doanh nghip nn ra chin lc kinh doanh, chin lc marketing nh th no pht trin trong thi gian ti.

- Xc nh nhng im cn hn ch ca nghin cu nh: ch tp trung vo khch hng ca mt cng ty, m hnh cha c kim chng rng ri... t xc nh hng i cho nhng nghin cu tip theo.



TI LIU THAM KHO Ting Vit:

Nguyn Th Kim Anh ((2010), Nghin cu lng trung thnh ca khch hng trong ngnh ngn hng ti Tp.HCM, Lun vn thc s.

Trnh Quc Trung (2010), Marketing Ngn hng, NXB Thng k.

Hong Trng & Chu Nguyn Mng Ngc (2008), Phn tch d liu nghin cu vi SPSS. TP. H Ch Minh, NXB Hng c, Tp 1&2.

Nguyn nh Th & Nguyn Th Mai Trang (2008), Nghin cu khoa hc Marketing, ng dng m hnh cu trc tuyn tnh SEM. TP.H Ch Minh, NXB i hc Quc Gia.

Nguyn nh Th (2012), Phng php Nghin cu khoa hc trong Qun Tr Kinh Doanh, NXB Lao ng X Hi.

Ting Anh:

Beerli et al (2004), A Model Of Customer Loyalty In The Retail Banking Market, European Journal of Marketing Vol. 38 No 1/2, pp 253-275.

Beh Yin Yee, T.M.Faziharudean (2010), Factors Affecting Customer Loyalty Of Using Internet Banking In Maylaysia, Journal of Electronic Banking Systems, IBIMA Publishing

Bilal Afsar et al (2010), Determinants Of Customer Loyalty In Banking Sector: The Case Of Pakistan, African Journal of Business Management Vol 4 (6), pp 1040-1047

Caruana, A. (2002), Service loyalty: The effects of service quality and the mediating role of customer satisfaction, European Journal of Marketing

Daniel Nukpezah, Cephas Nyumyuo (2009), What Drives customer loyalty and Profitability? Analysis of Perspectives of retail customers in Ghana's Banking Industry,

University Essays.

Elizabeth T.Jones (2005), The Importance of Communication Quality in Services, Florida State University, Master of Science.

Jim S Miller (2011), Customer Loyalty in Retail Banking, Bain and Company Study.

Kathleen Khirallah (2005), Customer Loyalty in retail Banks: Time to move beyond Simple Programs or a Product Orientation.

Muhammad Ehsan Malik (2011), Impact Of Perceived Service Quality On Banking Customers Loyalty, Interdisciplinary Journal Of Contemporary Research In Business Vol 3, No 8, pp 637-642.

Parasuraman, A. V. A. Zeithaml, & L.L.Berry (1985), A conceptual Model of Service Quality and its Implications for Future Research, Jounal of Marketing.

Prof. Dr. Muhammad Ehsan Malik, Impact Of Perceived Service Quality On Banking Customers Loyalty (12/2011), Nterdisciplinary Journal Of Contemporary Research In Business Vol 3, No 8.

Ron Garland & Philip Gendall (2004), Testing Dick and Basus Customer Loyalty Model, Australasian Marketing Journal 12 (3), pp 82-87.



Ph lc I: BNG CU HI CHO NGHIN CU NH TNH

Tc gi thc hin phng vn tay i vi 10 khch hng thng n giao dch ti ngn hng Saigonbank. Ni dung phng vn c thc hin nh sau:

Cu hi:

- Anh/ch c ti khon ti ngn hng khng?

- Anh/ch c thng xuyn giao dch vi ngn hng khng?

- Anh/ch cm nhn cht lng dch v c cung cp nh th no?

- Anh/ch c hi lng v cht lng dch v ngn hng khng?

- Hin nay, s lng ngn hng trn a bn Tp.HCM kh nhiu. Vy vic la chn ngn hng giao dch c d dng khng?

- Anh/ch la chn ngn hng theo tiu ch no?

Cu hi nh gi thang o:

Tc gi t ra mt s cu hi tho lun nhm vi mt s nhn vin/lnh o Phng K Ton Giao Dch Saigonbank:

V cht lng dch v cm nhn

- Cc anh/ch cho bit cm nhn ca khch hng i vi cht lng dch v ngn hng.

- Cht lng dch v ngn hng cung cp c p ng c nhu cu, mong mun ca khch hng khng?

- Cc tiu ch o lng trong thang o Servperf theo nghin cu ca Beerli, Martin v Quintana (2004) c ph hp khi thc hin kho st ti th trng Vit Nam khng?

V s hi lng ca khch hng:

- Theo anh/ch, khch hng nh gi th no v li ch thc t h nhn c so vi k vng?

- Khch hng c hi lng vi dch v ngn hng khng?

- Ngn hng c xem vic p ng mong i ca khch hng l phng chm hot ng khng?

- Theo anh/ch, ngn hng lm th no em li s hi lng cao nht cho khch hng.

V chi ph chuyn i:

- Khch hng c d dng ra quyt nh chuyn giao dch sang ngn hng khc khng?

- Chi ph v thi gian, cng sc khch hng chuyn giao dch t ngn hng ny sang ngn hng khc c cao khng?

V lng trung thnh

- Khch hng c mi quan h lu di vi ngn hng khng?

- Khch hng c gii thiu ngn hng vi bn b, ngi thn khng?

- Anh/ch nh gi nh th no v mc trung thnh ca khch hng?



Ph lc II: BNG CU HI CHO NGHIN CU NH LNG

Knh gi Qu Khch hng,

Chng ti l nhm nghin cu ca Khoa Qun l cng nghip - i hc Bch Khoa TPHCM.

Vi mong mun em n cho khch hng s hi lng cao nht v nhm nng cao cht lng

dch v ngn hng bn l ti ngn hng, chng ti thc hin nghin cu Cc nhn t quyt nh

n lng trung thnh ca khch hng i vi dch v ngn hng bn l. Chng ti rt cn s

ng gp chn thnh t Qu khch hng. Mi thng tin ca Qu khch hng tht s rt quan

trng cho vic ci tin cht lng dch v cu ngn hng hin nay.

Xin Qu khch vui lng in vo phiu thm d kin sau y v gi li cho chng ti trong

thi gian sm nht c th. Xin chn thnh cm n s h tr ca Qu khch hng.

Xin vui lng cho bit mc ng ca Qu khch hng v cc pht biu di y ti ngn

hng Qu khch hng ang giao dch.

Xin nh du vo thch hp vi qui c sau:

1: Hon ton phn i/Rt khng ng

2: Khng ng

3: Hi khng ng

4: Trung lp

5: Hi ng

6: ng

7: Hon ton ng



PHN I:

1 CL01

C s vt cht v trang thit b ca ngn hng h tr tt cho qu trnh giao dch (bng biu, t ri, bng k giao dch)

1 2 3 4 5 6 7

2 CL02 Ngn hng cung cp dch v ng thi gian nh cam kt

1 2 3 4 5 6 7

3 CL03 Ngn hng c kh nng hiu r v nm bt nhu cu ca khch hng

1 2 3 4 5 6 7

4 CL04 Khi c s c xy ra, ngn hng n lc ht mnh gii quyt vn .

1 2 3 4 5 6 7

5 CL05 Ngn hng thc hin dch v ng ngay ln giao dch u tin

1 2 3 4 5 6 7

6 CL06 Ngn hng th hin s quan tm n c nhn bn (gi qu sinh nht, thip v lch chc mng nm mi..)

1 2 3 4 5 6 7

7 CL07 Nhn vin ngn hng thc hin giao dch ng nh cam kt

1 2 3 4 5 6 7

8 CL08 Trang phc nhn vin ngn hng gn gng 1 2 3 4 5 6 7

9 CL09 Thi , c ch ca nhn vin lun to cho bn s tin tng khi giao dch

1 2 3 4 5 6 7

10 CL10 Nhn vin ngn hng lun lch s, nh nhn 1 2 3 4 5 6 7

11 CL11 Nhn vin ngn hng c kin thc chuyn mn tr li cu hi ca khch hng

1 2 3 4 5 6 7

12 CL12 Nhn vin ngn hng lun n lc p ng nhu cu ca khch hng

1 2 3 4 5 6 7

13 CL13 Nhn vin ngn hng cung cp dch v nhanh chng, chnh xc

1 2 3 4 5 6 7

14 HL01 Ti thy y l ngn hng l tng giao dch 1 2 3 4 5 6 7

15 HL02 Ngn hng thc hin ng nh mong i ca ti 1 2 3 4 5 6 7

16 HL03 Ti thy hi lng vi cht lng dch v ca ngn hng 1 2 3 4 5 6 7

17 CP01 Ti thy vic tm kim thng tin v ngn hng giao dch mt nhiu thi gian.

1 2 3 4 5 6 7

18 CP02 Ti thy vic chn ngn hng khc giao dch rt phc tp, mt nhiu cng sc

1 2 3 4 5 6 7

19 CP03 Chuyn giao dch sang ngn hng khc lm ti thy khng hi lng

1 2 3 4 5 6 7

20 TC01 Ti thy ngn hng rt trung thc.

1 2 3 4 5 6 7

21 TC02 Ti thy ngn hng khng phi l k c hi. 1 2 3 4 5 6 7

22 TC03 Ti thy ngn hng am hiu th trng 1 2 3 4 5 6 7

23 TC04 Ti thy ngn hng c tm nhn 1 2 3 4 5 6 7



24 LTT01 Ti khng thch i sang ngn hng khc v ti nh gi cao ngn hng ny

1 2 3 4 5 6 7

25 LTT02 Ti s tip tc giao dch vi ngn hng ny cho d ngn hng khc c nhiu u i hn

1 2 3 4 5 6 7

26 LTT03 Ti s gii thiu cho bn b v ngi thn cc dch v ngn hng ny

1 2 3 4 5 6 7

27 LTT04 Ngn hng l la chn u tin ca ti khi ngh n dch v ngn hng

1 2 3 4 5 6 7

PHN II: THNG TIN KHC:

1) Hin ti bn ang s dng dch v ca ngn hng:

VIETINBANK

ACB

EXIMBANK

TECHCOMBANK

DONGA BANK

SAIGONBANK

HSBC

Citibank

Khc:.

2) Gii tnh:

Nam N3) tui:

18-30 30-45

45-55 55-65

4) Trnh hc vn:

Ph thng Trung cp Cao ng

i hc Cao hc Khc:

5) Mc thu nhp hng thng (VN)

Documents

1. BT PPNC.pdf