BI BO COKHA LUN TT NGHIP I HC TInh gi s hi lng ca khch hng c nhn i vi dch v cu Ngn hng No&PTNT Vit Nam chi nhnh L Thi T, thnh ph ng Hi, Qung Bnh.------ Sinh vin thc hin: Phm Ngc Anh------

B CC TRNH BY

1. L do chn ti

PHN 1- S pht trin ca t nc c s gp mt ng k ca ngnh Ti chnh & Ngn hng - ngnh kinh t huyt mch.- Ngn hng No&PTNT Vit Nam l ngn hng thng mi hng u gi vai tr ch o v ch lc. Cng vi cc chi nhnh hin l ngn hng c quy m kh ln trn th trng dch v ngn hng tnh Qung Bnh.- S vn ln mnh m ca cc ngn hng To ra mi trng cnh tranh gay gt. iu cn lm l phi nng cao s hi lng ca khch hng, nhm to dng lng trung thnh, duy tr hot ng thng xuyn ca ngn hng.- nh gi v xut gii php.

PHN 12. Mc tiu nghin cu2.1. Mc tiu chungnh gi s hi lng ca khch hng c nhn i vi dch v ca Ngn hng Nng nghip v Pht trin nng thn Vit Nam chi nhnh L Thi T, thnh ph ng Hi, Qung Bnh.

PHN 12. Mc tiu nghin cu2.1. Mc tiu c thGp phn h thng ha cc vn l lun v thc tin.Xc nh v nh gi mc nh hng ca cc nhn t tc ng n s hi lng ca khch hng c nhn i vi dch v ca Ngn hng No&PTNT Vit Nam chi nhnh L Thi T, ng Hi, Qung Bnh.Kin ngh nhm hon thin v nng cao cht lng dch v m Ngn hng No&PTNT Vit Nam chi nhnh L Thi T cung cp, qua nng cao kh nng cnh tranh ca Chi nhnh ngn hng

PHN 13. i tng v phm vi nghin cu3.1. i tng nghin cu: L s hi lng ca KH c nhn ang s dng dch v ti Ngn hng No&PTNT Vit Nam chi nhnh L Thi T.3.2. Phm vi nghin cu:- Thi gian: S dng d liu th cp giai on 2010-2012 t cc phng, ban ca Chi nhnh. D liu s cp thu thp thng qua iu tra khch hng trong khong thi gian thc tp.- Khng gian: Ti Ngn hng No&PTNT Vit Nam chi nhnh L Thi T, thnh ph ng Hi, Qung Bnh.

PHN 14. Phng php nghin cu4.1. Phng php thu thp d liuD liu th cpD liu s cp4.2. Mu nghin cuXc nh kch c muPhng php chn mu4.3. Phng php phn tch d liuTng hp thng kPhng php so snhX l v phn tch d liu bng phn mm SPSS 16.

PHN 1Phng php chn mu ngu nhin h thng trn thc a

PHN 14.2.1. Xc nh c mu- Theo Hair & ctg (1998), c th tin hnh phn tch nhn t khm ph cn thu thp d liu vi kch thc mu t nht l 5 mu trn 1 bin quan st Kch thc mu cn thit l 105 (Vi s bin quan st l 21).- m bo s mu cho vic nghin cu cng nh theo kinh nghim, cng thm 20% tng s mu nhm m bo tnh khch quan. Tc l tng s mu iu tra l 126 (105 + 20% x 105). Tin hnh iu tra 140 mu nhm trnh s sai st trong trng hp mu khng hp l.

PHN 14.2.2. Phng php chn muChn mu ngu nhin n gin mt khch hng trong tng th bng cch nh s t 1 n 10 v bc thm. Kt qu bc thm cho s 3 Chn n v mu u tin l khch hng th 3 n giao dch trong ngy iu tra u tin. am bao s phn b ng u cua cac i tng iu tra, ti s dng bc nhy k, c cch u k n v li chn ra mt n v mu.Cch xc nh bc nhy: k = N/nTrong : N: S khach hang trung binh mt ngay n: S khach iu tra trong mt ngay

PHN 14.2.2. Phng php chn mu- Theo thng tin do phng K ton cung cp, cng nh quan st trong qu trnh thc tp, nhn thy trung bnh mt ngy c khong 300 lt khch n giao dch.- Vi tng s mu cn iu tra l 140, d nh iu tra trong vng 5 ngy S khch hng cn phng vn trong mt ngy l 28 khch hng.- S bc nhy bng 10 (300/28). Vy sau khi tin hnh phng vn n v mu u tin th ti tin hnh phng vn cc n v mu tip theo theo th t l: 3, 13, 23, 33, 43 Trng hp nu khch hng tip theo sau bc nhay k khng ng y tra li phiu iu tra thi tin hnh iu tra khch hng k tip sau o.

PHN 2Chng 1: Nhng vn l lun v thc tin1.1. C s l lun- Khch hng- Dch v ngn hng- Ngn hng thng mi- Cht lng dch v- Dch v- Cc m hnh nh gi

PHN 2M hnh cht lng dch v SERVQUALPhng tin hu hnhS tin cyS p ngNng lc phc vS ng cmCht lng dch v

PHN 2Chng 1: Nhng vn l lun v thc tin1.2. C s thc tinTnh hnh pht trin th trng dch v ngn hngVit NamTnh Qung BnhMt s kinh nghim nng cao s hi lng ca khch hng i vi dch v ngn hngKt qu ca mt s nghin cu lin quan

PHN 2Chng 2: nh gi thc trng vn nghin cu2.1. Khi qut v NH No&PTNT Vit Nam chi nhnh L Thi TQu trnh hnh thnh v pht trinChc nng, nhim vC cu t chc v chc nng ca cc b phnTnh hnh s dng lao ng qua 3 nm 2010 2012Kt qu hot ng kinh doanh qua 3 nm 2010 - 2012

PHN 2Chng 2: nh gi thc trng vn nghin cu2.2. Kt qu kho st thc trng s hi lng ca khch hng c nhn i vi dch v ca NH No&PTNT Vit Nam chi nhnh L Thi T2.2.1. M t c im mu iu tra2.2.2. Kim nh gi tr trung bnh tng th2.2.3. Xc nh cc thnh phn thang o cht lng dch v bng phn tch nhn t khm ph EFA2.2.4. Xc nh mc nh hng ca cc nhn t n s hi lng ca khch hng i vi dch v ca Chi nhnh ngn hng

PHN 22.2.1. M t c im mu iu tra2.2.1.1. C cu gii tnh mu iu tra

PHN 22.2.1. M t c im mu iu tra2.2.1.2. C cu nhm tui mu iu tra

PHN 22.2.1. M t c im mu iu tra2.2.1.3. C cu trnh hc vn mu iu tra

PHN 22.2.1. M t c im mu iu tra2.2.1.4. C cu ngh nghip mu iu tra

PHN 22.2.1. M t c im mu iu tra2.2.1.5. C cu mc thu nhp mu iu tra

PHN 22.2.1. M t c im mu iu tra2.2.1.6. C cu mc tn sut giao dch mu iu tra

PHN 22.2.2. Kim nh gi tr trung bnh tng th

Kim nh gi thuyt:H0: Mc hi lng chung = 4H1: Mc hi lng chung # 4

Gi tr kim nh = 4NGi tr trung bnhMc nghaSig. (2-tailed)Nhn chung hi lng v dch v chi nhnh cung cp1203.77- 5.756.000

PHN 22.2.3. Xc nh cc thnh phn thang o cht lng dch v bng phn tch nhn t khm ph EFA2.2.3.1. nh gi thang o bng h s tin cy Cronbachs Alpha2.2.3.2. Xc nh cc thnh phn thang o cht lng dch v bng phn tch nhn t khm ph EFA2.2.3.3. nh gi thang o mi bng h s tin cy Cronbachs Alpha2.2.3.4. Xy dng m hnh cht lng dch v mi

PHN 22.2.3.1. nh gi thang o bng h s tin cy Cronbachs Alpha

STTNhmS binCronbachs AlphaKt lun1Phng tin hu hnh50.892Tha mn2S tin cy30.663Tha mn3S p ng60.937Tha mn4Nng lc phc v40.710Tha mn5S ng cm30.531Khng tha mn

PHN 22.2.3.2. Xc nh cc thnh phn thang o cht lng dch v bng phn tch nhn t khm ph EFA- Kim nh KMO and Bartlett's Test ca cc yu t cht lng dch v

H s KMO.748Kim nh BarlettH0: Phn tch nhn t khng ph hp vi d liuChi bnh phng1.623E3 lch chun153Sig..000

PHN 2- Kt qu rt trch cc yu t cht lng dch v

Cc bint li tn nhn tK hiuNhn vin tn tnh hng dn cc th tc.Thi gian giao dch c thc hin ng cam kt.Hot ng ng gi gic quy nh.Cc th tc gia dch n gin, nhanh chng.D dng tip cn cc ngun thng tin.Nhn vin sn sng gii p tha ng thc mc.S p ngF1

PHN 2- Kt qu rt trch cc yu t cht lng dch v

Cc bint li tn nhn tK hiuKhng gian lm vic ngn np, sch s.C s vt cht hin i y .V tr thun tin cho vic giao dch.Trang phc nhn vin gn gng, lch s.Thi gian giao dch ph hp, thun tin.Phng tin hu hnhF2

PHN 2- Kt qu rt trch cc yu t cht lng dch v

Cc bint li tn nhn tK hiuNhn vin thc hin giao dch nhanh chng, chnh xc.Nhn vin c trang b y kin thc chuyn mn.Nng lc phc vF3

PHN 2- Kt qu rt trch cc yu t cht lng dch v

Cc bint li tn nhn tK hiuCm thy tin tng khi s dng dch v.Khi gp tr ngi c gii quyt kp thi, tha ng.Cc thng tin lin quan c bo mt.S tin cyF4

PHN 2- Kt qu rt trch cc yu t cht lng dch v

Cc bint li tn nhn tK hiuNhn vin chu o, nhit tnh h tr khch hng c li ch tt nht.Nhn vin c thi thn thin, lch s v nim n.Thi ca nhn vinF5

PHN 22.2.3.3. nh gi thang o bng h s tin cy Cronbachs AlphaTng phng sai trch = 76.827% cho bit nm nhn t ny gii thch c 76.827% bin thin ca d liu. Sau khi rt ra c nm nhn t t vic phn tch, tip tc tin hnh kim tra tin cy ca thang o mi a ra kt lun cui cng.

PHN 22.2.3.3. nh gi thang o bng h s tin cy Cronbachs Alpha

STTNhn tTn nhn tSbinCronbachs AlphaKt lun1F1S p ng60.937Tha mn2F2Phng tin hu hnh50.892Tha mn3F3Nng lc phc v20.807Tha mn4F4S tin cy30.663Tha mn5F5Thi ca nhn vin20.562Khng tha mn

PHN 2M hnh cht lng dch v hiu chnh

S p ngPhng tin hu hnhNng lc phc vS tin cyCht lng dch v

PHN 22.2.4. Xc nh mc nh hng ca cc nhn t n s hi lng ca khch hng i vi dch v ca Chi nhnh ngn hng2.2.4.1. Kim nh h s tng quan2.2.4.2. Xy dng m hnh hi quy tuyn tnh

PHN 22.2.4.1. Kim nh h s tng quan Pearson

Nhn chung hi lng v dch v chi nhnh cung cpF1F2F3F4FTng quan Pearson1.442**.308**.350**.213*Sig. (2-tailed).000.000.000.019N120120120120120

PHN 22.2.4.2. Xy dng m hnh hi quy tuyn tnh- nh gi ph hp ca m hnh hi quy

M hnhRR2R2 hiu chnh lch chun ca c lngDurbin - Watson1.442a.195.189.4002.564b.318.306.3703.642c.412.397.3454.677d.458.439.3332.089

PHN 22.2.4.2. Xy dng m hnh hi quy tuyn tnh- Kim nh ph hp ca m hnh hi quy

Gi thuyt H0: 1 = 2 = 3 = 4 = 0

M hnhBnh phng ca tngdfTrung bnh bnh phngFSig.4Hi quy10.74642.68724.287.000dPhn d12.721115.111Tng23.467119

PHN 22.2.4.2. Xy dng m hnh hi quy tuyn tnh- Hi quy tuyn tnh theo phng php Stepwise

M hnhH s hi quy cha chun haH s hi quy chun hatSig.o lng a cng tuynB lch chunBeta chpH s VIF4Hng s3.767.030124.063.000S p ng.196.030.4426.439.0001.0001.000Phng tin hu hnh.137.030.3084.479.0001.0001.000Nng lc phc v.155.030.3505.098.0001.0001.000S tin cy.095.030.2133.105.0021.0001.000a. Bin ph thuc: Nhn chung hi lng v dch v chi nhnh cung cp

PHN 22.2.4.2. Xy dng m hnh hi quy tuyn tnh- ngha cc h s hi quy ring phn trong m hnh

PHN 2Chng 3: xut mt s gii php3.1. nh hng pht trin ca Ngn hng No&PTNT Vit Nam chi nhnh L Thi T, thnh ph ng Hi, Qung Bnh.3.2. Mt s s gii php nng cao s hi lng ca khch hng c nhn i vi dch v caNng cao cht lng dch vGii php v ngun nhn lcQuan tm ti kin ca khch hng

PHN 31. Kt lun- Gp phn h thng ha nhng vn l lun c bn lin quan n ti nghin cu.- Thit k m hnh nghin cu cht lng dch v da trn cc d liu iu tra: C bn nhn t ca cht lng dch v nh hng n s hi lng ca khch hng c nhn i vi dch v ca Chi nhnh ngn hng: S p ng; Phng tin hu hnh; Nng lc phc v v S tin cy. Trong , nhn t S p ng tc ng mnh nht.- Gi tr trung bnh v mc tha mn ca khch hng i vi dch v ca Ngn hng No&PTNT Vit Nam Chi nhnh L Thi T bng 3.77.- a ra cc gii php c c s thc tin trn cc kt qu nghin cu. l cc gii php v Nng cao cht lng dch v, v Ngun nhn lc- Kt qu thng k cho thy c n 99,2% khch hng c iu tra s tip tc s dng dch v ca Chi nhnh ngn hng cung cp v 77,5% khch hng s gii thiu dch v ca Chi nhnh cho ngi thn, bn b

PHN 32. Kin ngh2.1. i vi Ngn hng nh nc2.2. i vi Ngn hng Nng nghip v Pht trin nng thn Vit Nam chi nhnh L Thi T

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