CQNG HOA xA HQI CHU NGHIA Vr~T NAMDQc l~p - Tu do - Hanh phuc

M{)N:LOP:

DE THI (l~n 1)PHAN TICH DINH LU(jNG (Tr~ONG KINH DOANH)MBA9120 phutSinh 'lien uUQc tham khio t~ll lieu

Thai gian lam bili:Ghi ChLI:

T<.'Iisan thuunQ hicu !<:lmot kilai l1iem i-~t quan tronQ, trotH! tlmc l& kinh doanh cun!.! 111mlrOI1!2,nQhi':n cLru...... . . . . '-' ""-'. --- '-' ......,

h()c thu~t vi uaanh ngili¢p c() th~ dat JU"C}'cI\,'i th0 qnh tranh thong qua m(ll t!mol1g hicu thanh cong, \1~l'dLI t<1i san thu'O'ng hi¢u co th6 d[nh nghT<l tLr nhifu khia qlnh khue nhaLL tllU'cmg hai khcii ni¢m uU,\x chdpnh<ln nhilt la: gia tri thu'O'ng hi~u dbi vc)'i khaeh hang v<1gia trj thuung hi~u d(\, v6i doanh nghi¢p, Trong !~thu)0t marketing, khai ni~m illi san thuung hi~u d~m tren nguo'j lieu dung lhm'mg duge chia lam hai nhom:nhan thCrc eun nguo'j tieu dLlIlg (nhall bi~t thuung hi¢u, lien w'o'ng thmmg hi¢u, chilt IU'Q'ng cam nh?n dU'Q'cl_y;\ hanh vi lieu dung (long trung thanh vo-i thuung hi~u_ Sl/ s~n s<lng tra gia cao), Tflln quan trQng CLla khaini¢rn tai san thuung hi~u ngay cang tang len nhung mQt cong Cl,l de do !uo-ng tal san thuang hi¢u d~ra treni-..hach hang hi~n dang r:1I thi€u, D~k bi~t trong thi truo'ng dang ph at trifn nhu Vi~t Nam, khai ni~m tai sanlhli\mg hi~u v~n con chua r5 va nhi~u nha quan tri v~n con lung tung khi tlm mQt eong Cl,l dang tin C?y d~do iu'(\ng tai san thu'O'ng hi~u. Do ngu6n g6c cua tai san thuung hj~u la tlJ nh?n thu'c khach hang nen se nhht:!"L1 ieh n€u nha quan iy co th~ do Iu-ong va theo d5i chung a mu'c dQ khach hang, M~le dich cua d~ tainghien cu'U miy la phat tri~n do luo"ng t<':isan thuang hi~u dl,.ra tten nhan thu'c khach hang d6i v6i mQt nganhdich v~l.

Ph~m vi nghien cCru cua d~ tai nay Ia ~ganh djch VI} ban Ie pht)c Vt) cho nhu du tieu dung ca nhan, vi V?y_kh:kh hang ca nhan la d6i tugng ehinh dugc khao sat. DE thu~n ti~n cho vi~c thu th?p thong tin nghien cCru,nha nghien cu'u da chQn kh6i ngan hang TMCP tren aja ban thanh ph6 HCM lam d6i tU'Q'ng nghien eCl'Ll.

Nghien cu'u djnh tinh va 0111h iu'gng Gugc ti€n hanh nh~m X3.C djnh C8C khlii ni~m dung trang thang dolu'o'ng tai san thuang hi~u ngan hang du6i g6c nhin cLia cac khach hang ca nhan sLr dl}ng djeh VI} cua caengan hang TMCP. Nghien cCru dinh tinn dugc thl,rc hi~n dlr6i hinh thCre mQt cUQc thaa lu?n nhom nh~mph at tri~n cac thang 00 eac thanh phftn eLIa tai san thuo"ng hi~u va XRC djnn danh sikh cae ngan himg chocuc)c khao sat djnh lugng sau do, Ban cau h6i do o6i lUQ'ng tl! tra lo'j (self-administered questionnaire) lac()ng ql chinh o€ thLl th?p du" Ij~u oinh IUQ'ng. Ban cau h6i c'lu-a Ol,l'i-Ig26 phat hi~u v~ cac thanh phftn Cl13l<li san thuung hi~u. M6i phat bi,~u oLrQ'c do iu'o'ng dt,m tren thang de ct'i<t Likert g6m 5 mt,Jc, PhuO'ng pharchqn milu trang cUQc nghien Cll'Llnay ia phu-ang phap din!: ;l1Lrc (quc,tai k~t hQ'p v6i thu?n ti¢n" Sau bi.~n:dn ti~n hanh thu th~p d[j'li~u, co 421 ban cau hoi hriu dJ,lng c!u'Qc.aua 'vao xu' I)' d, phan tfch.

('{>ng (1,1 h¢ S(~ tin c?) Cronbach aiphu \a phan tjeh y~u lI.\ kh,1m nh;i :~l-!~\(exploratory factor anal)sis)du\,e -';Lrdl,lng J~ g<;ln lQc dc khai ni0r;, dung Lrong ;lghier eLi:': Ph<'tn lT1'~!r! th6',g h:.0SPSS 15 uLr<:rcdLlil¥trong qU<1 Irinh XLl' I~ dli ~i0u_ j)hcp ,!<);!~kc h0i qU) lU)~r, ~inh deH.''.: SLf duns (12 kicm dinh gin thu)clnghicn clru. tu'c llm ra m6i quaIl !1.? giCL: t/):l thanh ph~n tai~:in thUdTlg hi"~u \,")i tai san thuung hi~u t(~)llgth0 ClIa ngan hang_

f{ I. ,HII'C d(J nluin hiJ! CliO ngll"Y'; lieu dllng ,'J il?()l rlulln,!!, hie;,; ,lieh 1';{ C() unh 11Imng IrIte lid!) Ic;i/

hli sonlhu'Ung /lieu 1.1<'),

H?, ('17[/1 litq'l1g il1(;' Ih!!I";)'!, h',:u die/:: "Ii 'lifl/!,'!FrJ"i fiJ!, f:!J!'.:, ell/!; ilh(in d!(()'c cr) {[nil /lli'lll7}!, l:ire

!ic?jJ !(;nli'JI .';on fi7ir!)}/.~ h::~iJ :..;!I

113. llinh ani? nUll IhlrIJf7g hil;u lrong lrjl?g ngll'iJ'i lieu dii!1g 1../) 11l7h hUD'ng IrIfe lidl) 1<:/7 {(ii \,Ii:

IflIl'Ong hie/! [/ii,

H4. L(JI7'..,' Irll/7'..,' i/7ililh CliO .'7\!./({)"i lieu dllng IMi \'(») lJ7(jl Ihuong tuJa dich \"/I ('() onh huang 1J'!fC li<:/)< - ,

h;n laf ,win lh/!'(mg hiell U().

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Chth !w;mg earn nh~n f--li2_______ 1 --------..

Tai san thuang hi~ut6n£ tb~

___ IH~Hinh anh thuang hi~u I

Long trung thanh v6ithUffi1f! hieu

---- -_.~---- --------------------------------------------Muc tieu cua cuoc tham do nay /a tim hieu thai OQ cua khach hang ca nhi'in ooi vO'idich VI,J ngan hang. 51!' tra /O'ikhach quancLia anhlch; se gap phan qUYf;( cJinh Sl!' thanh cong cua cong trinh nghien cLru nay va giup cai thi{}n dich V(J cua cac nganhang. Tat ca cac cau tra /O'icua tLmg ca nhBn se oU'Q'cgiif kin, chung toi chi cong bo ket qua t6ng hQ'p. Cam an Sl!' hQ'p taccLia anhlchi.

BCH s6 .... Phong van luc__ gicy, ngay _1_/2008.

Phong van vi€m: _

Ten ngan hEmg dU'Q'c dimh gia Ngan hang X

Sau day la nhCrng phat bi~u lien quan dEm cam nh$n ve thU'ang hieu ngan hang X ma anh/chi dang SlYdt,mg. Xin anh/chi vuilong tfa Icyi bang cach khoanh tron mot con s6 a tlmg dong. NhCrng con s6 nay th~ hien mlfc do anh/chi dong y hay khongdong y d6i voi cac pMt bi~u theo qui U'oc sau

[_Rat kho~g dong y Khong dong y2

Trung I$p3

£long y4

Rat d6ng y5

1 Toi biet ngan hang X2 .. Toi c6 th~ de dang phan biet ngan hang X voi cac ngan hang khac.3. Toi c6 th~ doc dung ten ngan hang X.4. Toi c6 th~ nh$n biet logo cua ngan hang X mot cach nhanh ch6ng.5.Ti)j c6 th§ nho mau sac d$c tfU'ng cua ngan hang X.

234 5234 5234 5234 5234 5

6 Nhan vien ngan hang X CU'XIYvoi toi nhL" mot quy khach hang.7 Ca sa v;Tltchat ngan hang X dam bao an t03n trong giao djch.8. Thu tl,JCtai ngan hang x nhanh gon.9 Gia phi dich Vl,l cua ngan hang X the hien S!,J' tU'ang xlfng giCra chat iU'Q'ngva gia ca.10 Nhan vien ngao hang X an mac lich SU',sang sua11. Nhan vien ngan hang X nam bat nhanh & dap lfng t6t nhu cau khach hang.12 Nhan vien ngan hang X giai quyet SU' co rat kheo leo.13 Cac di~m giao dich t<;lingan hang x rat tien nghi, thoi'li mai14. Bau khong khi phuc vu tai ngan hang x rat chuyen nghiep.

234 5234 5234 5234 5234 5234 5234 5234 5234 5

15. Ngan hang x chuyen sau ve dich VLJ tat chinh - tien te16 Ngan hang x c6 san pham/dich Vl,l rat da d';lng.17 Ban ianh dao ngan hang x gioi quan !y18 Ngan hang x c6 thanh Hch cao trang iTnh vU'c ngan hang.19 Ngan h:'lng X fat dang tin c;Tly.20 Ngan hang x c6 diem giao dich 0' nhieu dnh thanh

1 234 51 234 51 2 3 4 51 234 51 234 51 234 5

21 T61 van dang SLrdung dich vt,JCLJangan hang x22 To! nghi ngay dEm ngan hang x khi co nhu cau khac ve tai chinh - tien te23 To; se SlYdung dich vt,Jngan hang x lau dai

234 5234 5234 5

24 That eo y nghTa khi mua djch vu ngan hang x thay cho cac ngan hang khac, diJ cho cac nganhang deu nhU' nhau.

25. Du cae ngan hang khac c6 cung d$c diem nhU' ngan hang X, toi van chon SlYdt,Jngdich Vl) nganhang X

26. Du cac ngan hang khac cung tot nhU' ngan hang X, toi thich SlYdt,Jngdich vu ngan hang X han.

234 5

234 5

28. Tuoi:18 - 30 131 - 40 241 - 50 3·> 50 4

29. Anh/chi da SlYdung dich Vu ngan hang X bao lau? ~ . nam

30 Loai dich vu nao anh/chi dang su' dung tai ngan hang X (co the chQn nhieu hO'nmot)The rut tien va thanh toan noi cia 1The rul lien va lhanh toan q~6cte 2Hi khoan giao dich de n(Jp, rut tien va nh$n, ChUyElntiEln 3Tiel kiem co ky h~ln 4Vay lieu dung 5Dich vu khac (ghi ro.. .. .. .. ) 6

31. MLJ'Clhu nh$p hang thang cua anh/chi 18< 2 tri$u dong2- < 5 tri$u dong 25 - < 8 lri$u dong 3;::8 tri$u dong -4

K~t qua phan tich nhan t6 rut ra c1ugc 4 bi~n t6ng hgp cae thanh ph~n quan trQng cua tai silll thuung hi¢unhtr sau:

Kaiser-Meyer-Olkin Measure of Sampling Adequacy..896

Bartlett s Test of Sphericity Approx. Chi-Square 3156.924

df 231

Sig 000

Extraction Sums of SquaredInitial Eigenvalues Loadings Rotation Sums of Squared Loadings

Compone % of % of % of Int Total Variance Cumulative % Total Variance Cumulative % Total Variance I Cumulative %

1 6.881 31.279 31.279 6.881 31.279 31.279 3.898 17.717 I 17.717

2 2.086 9.484 40.763 2.036 9.484 40.763 2.814 12.790 I 305073 1.360 6.182 46.945 1.360 6.182 46.945 2.651 12051 I 42.558

I 4 1.095 4.978 51.923 1095 4.978 51.923 2060 9.365 I 51.923

5 .987 4.487 56.410 : i! I I6 .952 4.327 60.737 I

7 857 3.897 64.634 i i

I ! i!

8 8~~ 3.735 68.368 ,. 'Li I

I ~o.716 3.254 71.522 i ! j Ii

.661 3.003 74625 I i ! i

I ! !

I I I'1 648 29L16 77.571 I I

i 1? .616 2.801 80.372 i I i~ I

I 13 .572 2.601 82.973 ! I iI I II i

,14 .550 2.501 85.174 I! I I

i I I Ii i5 506 ?298 ! 87.772

!I I i

r1G I .498 2.263 90035 I ! I II

17 .435 1.977 9/0-;3 ! i i i i !; I I

i ! ,! IL1f: 1 418 : 901 I 9391"; ! i ! , !i I

Ii I I ! :j ~9 386 1.756 95.659 ! I• I ! I i IWQ. 357 1.624 97.293 I I :

I' I I I Ii 21 321 1.459 I 98YS? I I !I I Ii 22 .274 1.248 100.000 !

Component

1 2 I 3 4

Biet NH .166 .134 I .599 -.130

Phan biet voi NH khac .091 083 .704 .028

Doc dung ten NH .047 .275 .684 -.047

Nhiin ble·t logo NH .026 020 787 .262

Nho milu sac NH .154 .072 561 343

DLICCdoi xli nhLI quy khilch .619 171 .154 .115

CSVC an toan cho giao dich 513 368 205 -073

I rhll tuc nh:mh gon ! .543 -.058I

191 .234:;,-:n 5't

, I\)Ia phi tuo"g xlfng ch~.luong· qia ca

NV an mac ilch slf

NV dao ling tot nhu du KH

NV g:ai quyet Sl1 co kheo leD 1Diem giao dich tien nghi IBau kh6ng khi chuyen nghieP

NH chuyen ve DV TCn

NH co SP DV da dang

Ban lanh dao NH gioi quan Iy

NH co thilnh lich cao

NH dang tin cay !

SI! Sll dl1ng dv NH X lau dili

Van dang Sli dl1ng dv NH XI S~ nghT ~gay Mn NH X khil co nhu cau

!~-

547 I

.590

.200

122

194 i.151 i.283 !

i.112 I.255

.235 i342 I.282 I.569 :

.549 I

.677 I

I62L; i.303 i.225 !.263 i

Extraction Method: Principal Component Analysis.Rotation Method: Varimax with Kaiser Normalization.

a. Rotation converged in 7 iterations.

108

045

- 026 i-.018

.144

.082

197

.091

.222

079.040

077

.118 I

151 !!

.001

.267

113

.268

.266

.243

1~.605 I755

I3a bi€n do luang Tai san thuung hi~u t6ng th~ (cae diu h6i chinh 24, 25, 26) cung du-gc t6ng hQ-P b~ngphan tieh nhan t6 d~ phan anh tai san thuang hi~u t6ng th~ cua cac ngan hang.

Sau khi e6 cae nhan t6 do luang cae khai ni~m trong mo hlnh nghien ell"U, thl/e hi~n philn tieh h6i quy giu'acae y€u t6 cua cac thanh ph~n eua tai san thuung hi~u v6i oanh gia chung v~ tai san thuung hi~u d~ xem xettAm quan In;mg cua tLrng y€u t6 nay nhu th~ nao lrong vi~e t;;J.Ora tai san thuang hi~u. K€t qua phan tieh h6iquy nhu sau:

Adjusred Stc trrc: ofR Sqt:are R Square !~e t:s','nate

Change Slatlstlcs

IF Ch3nge ! c!:1 df2

Sig FChange

000PredicIOIS (Constant), Long lrung lhanll th~:ong !lieu, N:lan biet 1I1lfong hi~U, Chat iLiong earn ;lha" Hinh3r.h tj~Lfj!lg h;eu

Sum of IModel Squares I af Mean Square F Si9·i Regression 198.295 I 4 49.574 93.019 Ooaa

Residual 221.705 ! 415 .533

TotalI

I4?0000 i 420 I

a Predictors: (Constant), Long !rung thanh ihlfong hieu, Nh~n biet thUong hieu, Chat 100ng c~nlnh~n, Hinh anh thuong hieu

b. Dependent Variable. Tai san thuong n'eu tong tile

i I I Slandar ! II ;,~ dizedI

i I

! l Unsla"dardlzed Coefficie Co!llIleanty

i Coefiicienis nts Correlations Statistics

Std. ,~. --frro;:- Beta t Sig Zero-order Partial Part Tolerance VIF--- ~

I (Constant) \ ~5j .036 .000 1.lJQ.6l /"\'i Component 1 . ~ .040 .100 2.505 .013 374 .120 \ .089 .791 1.254

Component 2 .274 .047 .274 5.829 .000 .559 I .271 .207 .571 1.752

I I Component 3 1-047I

\ .333.340 .340 7.304 LOoo I .597 .260 583 1.715

I i Component 4i .116 . .049 I .116 2.357 ! .019 .524 \113/ .084 .519 1.927. I '-.-/

Yeu du:

fir cac bang k~t qua tren, hay vi~t m9t bao cao t6r.: titt k~t qua phan tieh, trong d6 ehu y d~t ten caenhan t<\ k~J qua ki~m dinh cac gia thuy~t, nh~n xet v~ t~m quan trQng Clla tUng thanh ph~n cua tai santhunng hi~~i.

Ngoai cac k~t qua tf(~n, thea 00-11 thi c6 dn c6 them nhling k~t qua phan tich khac b6 sung nCra haykh6ng? N6u c6 thi nen b6 sung them nhu'ng ph an Hcll gi?