B GIO DC V O TO TRNG I HC KINH T THNH PH H CH MINH

NNG CAO S HI LNG CA KHCH HNG TI NGN HNG U T V PHT TRIN VIT NAMCHI NHNH THNH PH H CH MINH

LUN VN THC S KINH T

Thnh Ph H Ch Minh - Nm 2008

B GIO DC V O TO TRNG I HC KINH T THNH PH H CH MINH

NNG CAO S HI LNG CA KHCH HNG TI NGN HNG U T V PHT TRIN VIT NAM - CHI NHNH THNH PH H CH MINHChuyn ngnh : Ti chnh - Ngn hng M s : 60.31.12

LUN VN THC S KINH T

Thnh Ph H Ch Minh - Nm 2008

DANH MC CC CH VIT TT1. ATM (Automatic Teller Machine): My rt tin t ng 2. BIDV (Bank for Invesment and Development of Vietnam): Ngn hng u T v Pht Trin Vit Nam 3. NHTM: Ngn Hng Thng Mi 4. POS (Point of sale terminal, Veriphone): My cp php t ng 5. TPHCM: Thnh ph H Ch Minh 6. WTO (The World Trade Organization): T chc thng mi th gii

DANH MC HNH V, BIU V BNG BIUHNH V, BIU Hnh 1.1 : M hnh ch s hi lng khch hng ca M Hnh 1.2 : M hnh ch s hi lng khch hng ca cc quc gia Chu u Hnh 1.3 : M hnh l thuyt v ch s hi lng khch hng ca cc ngn hng Hnh 2.1 : S t chc BIDV Chi Nhnh TPHCM Hnh 2.2 : Biu hot ng cho vay giai on 2001-2007 Hnh 2.3 : Biu hot ng huy ng vn giai on 2001-2007 Hnh 3.1 : Biu thi gian khch hng s dng dch v ti BIDV BNG BIU Bng 2.1 : Kt qu kinh doanh theo tng khi Bng 2.2 : Kt qu kinh doanh theo tng loi hnh dch v Bng 3.1 : Tng hp cc thang o c m ha Bng 3.2 : Thng k m t thi gian s dng dch v ca khch hng Bng 3.3 : Thng k m t s lng sn phm dch v doanh nghip s dng Bng 3.4 : Thng k m t s lng ngn hng doanh nghip giao dch Bng 3.5 : Thng k m t nh gi v duy tr giao dch ca doanh nghip Bng 3.6 : Thng k m t cc yu t nh gi mc hi lng Bng 3.7 : Kt qu phn tch tng quan v thi gian s dng, s lng s dng v vic doanh nghip xem BIDV l ngn hng chnh Bng 3.8 : Kt qu phn tch tng quan v s lng ngn hng giao dch v vic doanh nghip xem BIDV l ngn hng chnh Bng 3.9 : Kt qu phn tch tng quan gia cc bin Bng 3.10 : Kt qu phn tch hi quy Bng 3.11 : Kt qu kim nh tin cy ca thang o Bng 3.12 : Kt qu kim nh hin tng a cng tuyn ca hm hi quy Bng 3.13 : Kt qu kim nh Anova

-1-

MC LC

LI M U ............................................................................................................ ... - 4 CHNG 1 - C S L LUN V M HNH NGHIN CU............................................. - 7 1.1 NHTM v sn phm dch v ngn hng.............................................................. - 7 1.1.1 Khi nim NHTM ....................................................................................................................... - 7 1.1.2 Sn phm dch v ngn hng........................................................................................................ - 8 1.1.2.1 Khi nim sn phm dch v ngn hng............................................................................... - 8 1.1.2.2 Phn loi sn phm dch v ngn hng................................................................................. - 8 1.2 S hi lng ca khch hng v cc nhn t quyt nh.................................... - 15 1.2.1 Khi nim................................................................................................................................... - 15 1.2.2 Phn loi s hi lng ca khch hng......................................................................................... - 16 1.2.3 Cc nhn t quyt nh s hi lng ca khch hng................................................................... - 17 1.2.3.1 Cht lng dch v ............................................................................................................ - 17 1.2.3.2 Gi c dch v..................................................................................................................... - 20 1.2.3.3 Vic duy tr khch hng...................................................................................................... - 22 1.3 M hnh nghin cu s hi lng ca khch hng .............................................. - 22 1.3.1 M hnh cht lng dch v SERVQUAL ................................................................................. - 22 1.3.1.1 S tin cy............................................................................................................................ - 23 1.3.1.2 Hiu qu phc v................................................................................................................ - 23 1.3.1.3 S hu hnh ....................................................................................................................... - 23 1.3.1.4 S m bo......................................................................................................................... - 24 1.3.1.5 S cm thng...................................................................................................................... - 24 1.3.2 M hnh ch s hi lng ca khch hng (CSI Model)................................................................ - 25 1.3.2.1 Ch s hi lng ca khch hng (CSI) ................................................................................ - 25 1.3.2.2 Mt s m hnh ch s hi lng khch hng ....................................................................... - 25 KT LUN CHNG 1 .............................................................................................. . - 30 CHNG 2 - THC TRNG KINH DOANH CA BIDV CHI NHNH TPHCM...-312.1 Vi nt v BIDV Chi Nhnh TPHCM................................................................... - 31 2.2 Cc sn phm dch v in hnh ca BIDV Chi Nhnh TPHCM........................... - 33 2.2.1 Sn phm qun l tin ............................................................................................................... - 33 2.2.1.1 Chuyn tin trong nc ..................................................................................................... - 33 2.2.1.2 Thanh ton ha n ........................................................................................................... - 33 2.2.1.3 Thanh ton lng t ng .................................................................................................. - 33 2.3.1.4 Thu chi h tin mt............................................................................................................. - 34 2.2.2 Sn phm tn dng...................................................................................................................... - 34 2.2.2.1 Cho vay ngn hn............................................................................................................... - 34 2.2.2.2 Cho vay trung di hn......................................................................................................... - 34 2.2.2.3 Dch v bo lnh................................................................................................................. - 34 2.2.3 Dch v thanh ton quc t......................................................................................................... - 35 2.2.3.1 Chuyn tin ra nc ngoi (TTR)....................................................................................... - 35 2.2.3.2 Th tn dng (L/C) ............................................................................................................ - 35 2.2.3.3 Nh thu chng t (D/A, D/P) ............................................................................................ - 36 2.2.4 Sn phm kinh doanh ngoi hi ................................................................................................. - 36 2.2.4.1 Giao dch giao ngay............................................................................................................ - 36 2.2.4.2 Giao dch k hn................................................................................................................. - 36 2.2.4.3 Giao dch hon i.............................................................................................................. - 37 2.2.4.4 Giao dch quyn chn......................................................................................................... - 37 -

-2-

2.2.4.5 Dch v kinh doanh hp ng tng lai hng ha............................................................... - 37 2.2.5 Dch v ngn hng hin i........................................................................................................ - 37 2.2.5.1 Phonebanking .................................................................................................................... - 37 2.2.5.2 Mobilebanking.................................................................................................................... - 38 2.2.5.3 Homebanking .................................................................................................................... - 38 2.2.5.4 Internetbanking................................................................................................................... - 38 2.3 Thc trng kinh doanh ca BIDV Chi Nhnh TPHCM.......402.3.1 Hot ng tn dng..................................................................................................................... - 38 2.3.2 Hot ng huy ng vn ........................................................................................................... - 40 2.3.3 Hot ng phi tn dng............................................................................................................... - 41 2.3.4 Tn ti v nguyn nhn ............................................................................................................. - 46 KT LUN CHNG 2 .............................................................................................. . - 48 CHNG 3 - KHO ST S HI LNG CA KHCH HNG TI BIDV CHI NHNH TPHCM .. - 49 3.1 M hnh kho st.............................................................................................. - 49 3.2 Quy trnh kho st........................................................................................... - 49 3.3 Kt qu kho st............................................................................................. . - 53 3.3.1 Phn tch m hnh....................................................................................................................... - 53 3.3.1.1 Phn tch m t................................................................................................................... - 53 3.3.1.2 Phn tch tng quan v hi quy ........................................................................................ - 57 3.3.2 Kim nh m hnh..................................................................................................................... - 61 3.3.2.1 Kim nh tin cy ca thang o...................................................................................... - 61 3.3.2.2 Kim nh hin tng a cng tuyn ca ng hi quy.................................................... - 62 3.3.2.3 Kim nh Anova............................................................................................................... - 63 3.3.3 Nhn xt v v s hi lng ca khch hng................................................................................ - 64 3.3.3.1 Mong i ca khch hng................................................................................................... - 64 3.3.3.2 Mc hi lng ca khch hng........................................................................................ - 65 3.3.3.3 Vic duy tr khch hng...................................................................................................... - 65 3.4 Hn ch ca kho st....................................................................................... - 66 KT LUN CHNG 3 .............................................................................................. . - 67 CHNG 4 - GII PHP NNG CAO S HI LNG CA KHCH HNG TI BIDV CHI NHNH TPHCM........................................................................................................ .. - 68 4.1 nh hng pht trin dch v ca BIDV Chi Nhnh TPHCM giai on 2008-2010 ... ... - 68 4.2 Gii php nng cao s hi lng ca khch hng............................................... - 68 4.2.1 Nng cao cht lng dch v...................................................................................................... - 69 4.2.2 m bo tnh cnh tranh v gi.................................................................................................. - 71 4.2.3 Pht trin ngun nhn lc........................................................................................................... - 72 4.2.4 Xy dng mi trng lm vic chuyn nghip .......................................................................... - 73 4.2.5 Pht trin hp tc v nng cao v th cnh tranh ........................................................................ - 73 4.2.6 Cng c hnh nh tt p ca ngn hng trong lng khch hng................................................ - 74 4.3 Kin ngh i vi BIDV Hi s ........................................................................... - 74 4.3.1 V ngun vn - huy ng vn ................................................................................................... - 75 4.3.2 Pht trin mnh dch v v khai thc cc sn phm dch v khc bit c li th......................... - 75 4.3.3 Cng ngh thng tin v cc ng dng cng ngh vo cc sn phm dch v.............................. - 76 4.3.4 Pht trin mng li................................................................................................................... - 77 4.3.5 Ngun nhn lc.......................................................................................................................... - 77 4.3.6 Cng tc qun tr iu hnh........................................................................................................ - 77 -

-3-

KT LUN CHNG 4 .............................................................................................. . - 78 KT LUN................................................................................................................ ... - 79 TI LIU THAM KHO............................................................................................... ... - 80 PH LC ............................................................................................................... .. .-81-

-4-

LI M U1. L do la chn ti: Trong mi trng cnh tranh hin nay, khch hng l nhn t quyt nh s tn ti ca ngn hng. Ngn hng no dnh c mi quan tm v s trung thnh ca khch hng, ngn hng s thng li v pht trin. Chin lc kinh doanh hng n khch hng ang tr thnh chin lc quan trng hng u ca cc ngn hng. Lm th no em n cho khch hng s hi lng tt nht lun l vn m cc ngn hng c gng thc hin vi tt c kh nng ca mnh. V vy, nghin cu s hi lng ca khch hng i vi ngn hng l mt cng vic quan trng phi thc hin thng xuyn v lin tc c th p ng kp thi nhu cu ca h. T , chng ta c th phc v khch hng tt hn, lm cho h lun c tha mn khi s dng cc sn phm dch v ca ngn hng. ti Nng cao s hi lng ca khch hng ti Ngn hng u T v Pht Trin Vit Nam - Chi Nhnh TPHCM vn nghin cu c hon thin hn. 2. i tng v phm vi nghin cu: + i tng nghin cu: nhm khch hng doanh nghip v khch hng c nhn. Cc t chc ti chnh, tn dng khng l i tng nghin cu ca bi vit. C s la chn i tng nghin cu: i vi cc NHTM quc doanh, i tng phc v ca h l cc doanh nghip nh nc, doanh nghip t nhn, cng ty lin doanh, cng ty c vn u t nc ngoi, cng ty trch nhim hu hn v cc c nhn. iu ny cng khng ngoi l i vi BIDV. Trong giai on u pht trin, BIDV hng n khch hng ch o ca mnh l cc doanh nghip, nht l doanh nghip nh nc. Th nht, y l nhm khch hng bit r tim lc ti chnh, cht lng phc v cng nh danh ting ca BIDV nn h d dng chn BIDV l i tc h tr tch cc cho mnh trong cc dch v ti chnh. Th hai, v cc doanh nghip c nhu cu rt ln v h tr ti chnh nn h l nhm khch hng giao dch thng xuyn vi ngn hng. Do , khi trin khai cc dch v cho nhm khch hng doanh nghip th tnh c thc hin khng ngoi mc ch trn v rt mong nhn c nhiu kin ng gp

-5-

kh thi s cao v quy m cng ng k, ng thi nhm khch hng doanh nghip cng em n nhiu li nhun cho ngn hng xut pht t tn sut giao dch nhiu v u n. Th ba, mt s doanh nghip nh nc trc thuc cc tng cng ty l khch hng truyn thng ca BIDV nn BIDV s thu hiu cc doanh nghip ny nhiu hn v h d dng cp hn mc tn dng cho nhng doanh nghip ny hn cc NHTM c phn khc. Trong nhng nm gn y, vi s pht trin mnh m ca th trng bn l y tim nng, BIDV m rng phm vi hot ng ca mnh sang lnh vc khch hng l nn lun vn cng nghin cu n nhm khch hng c nhn. Tuy nhin, vi s ng gp tch cc vo s pht trin ca ngn hng (ng gp trn 2/3 li nhun ca ngn hng) th khch hng doanh nghip vn l nhm khch hng ch o v ng thi cng l nhm khch hng truyn thng ca ngn hng t trc n nay. V vy, lun vn s tp trung ch yu vo nhm khch hng doanh nghip, vn giao dch vi ngn hng trong nhiu nm qua tm hiu v nhu cu ca khch hng v cm nhn ca h v sn phm dch v ngn hng. + Phm vi nghin cu: cc khch hng l doanh nghip, c nhn v ang s dng cc sn phm dch v ca BIDV Chi Nhnh TPHCM. 3. Phng php nghin cu: Phng php kho st thc t: qua qu trnh hn ba nm cng tc ti BIDV b phn dch v khch hng, tc gi tip xc v cung cp sn phm dch v ca BIDV n khch hng. T , tc gi nm bt c thc trng h thng dch v BIDV ang cung cp cho khch hng cng nh tm hiu v nhu cu ca khch hng v xu hng pht trin cht lng dch v ca ngn hng trong thi gian ti tng bc nng cao s hi lng ca khch hng hn na. Phng php iu tra: lun vn s dng phng php iu tra chn mu thng qua bng cu hi kho st. Da trn s liu thu thp c t bng cu hi kho st, tc gi s phn tch d liu vi SPSS. Ngoi ra, lun vn cn s dng phng php thng k, tng hp v so snh c kt lun chnh xc hn v vn nghin cu.

-6-

4. ngha thc tin ca ti: ti nghin cu xc nh cc yu t tc ng n mc hi lng ca khch hng, nh gi mt cch khch quan nhu cu khch hng cng nh cht lng dch v ngn hng. T , ngn hng s c nhng ci thin thch hp nhm nng cao hiu qu hot ng ca ngn hng v gip cho khch hng lun cm thy hi lng mi khi tm n ngn hng. 5. Kt cu lun vn: Lun vn c chia thnh 4 chng vi ni dung c th nh sau: Chng 1: C s l lun v m hnh nghin cu Chng 2: Thc trng kinh doanh ca BIDV Chi Nhnh TPHCM Chng 3: Kho st s hi lng ca khch hng ti BIDV Chi Nhnh TPHCM Chng 4: Gii php nng cao s hi lng ca khch hng ti BIDV Chi Nhnh TPHCM

-7-

CHNG 1 - C S L LUN V M HNH NGHIN CU1.1 NHTM v sn phm dch v ngn hng 1.1.1 Khi nim NHTM NHTM trc tin l mt t chc trung gian ti chnh thc hin cc chc nng trung gian gia hai hay nhiu bn trong mt hot ng ti chnh nht nh. Ni cch khc, trung gian ti chnh l mt t chc h tr cc knh lun chuyn vn gia ngi cho vay v ngi i vay theo phng thc gin tip. Ngy nay, t chc trung gian ti chnh ny bao gm: NHTM; t chc cng cng, hip hi; t chc tn dng nghip on; n v t vn ti chnh v mi gii; cc cng ty bo him; qu tng h; qu hu tr... NHTM c th nh ngha n gin l t chc hot ng kinh doanh cung cp cc sn phm, dch v ngn hng tm kim li nhun. Vy c th ni NHTM l loi hnh t chc ti chnh cung cp mt danh mc v dch v ti chnh a dng nht - c bit l tn dng, tit kim v dch v thanh ton - v thc hin nhiu chc nng ti chnh nht so vi bt k mt t chc trung gian ti chnh no trong nn kinh t. Tng ti sn ca mt ngn hng c th ln n 1000 t USD. in hnh l Citigroup, nm 2007, tng ti sn 1264 t USD vi trn 4000 chi nhnh ti 100 quc gia, qun l 200 triu ti khon khch hng, mi ngy thu li nhun 49 triu USD. S a dng trong cc dch v v chc nng ca ngn hng dn n vic chng c gi l cc Bch ha ti chnh (Financial department stores) v ngi ta bt u thy xut hin cc khu hiu qung co tng t nh: Ngn hng ca bn-Mt t chc ti chnh cung cp y dch v (Your Bank-A full service Financial Institution). NHTM c lch s pht trin vi chc th k v pht trin qua nhiu hnh thi, theo xu th ngy cng m rng. S m rng th hin lng dch v, quy m dch v v s lan rng vt ra ngoi mi bin gii a l. Ngy nay, theo quy m dch v v lng dch v cung cp, NHTM c phn loi thnh ngn hng bn l v ngn hng bn bun:

-8-

Ngn hng bn l ch nhng h thng ngn hng c nhiu chi nhnh m

i tng phc v thng l cc khch hng c nhn, t chc c quy m hot ng nh, n l v tp trung vo cc dch v tit kim, to ti khon giao dch, thanh ton, th chp, cho vay c nhn, cc loi th tn dng

Ngn hng bn bun ch nhng ngn hng chuyn cung cp dch v

ngn hng cho cc doanh nghip, lm vai tr trung gian ti chnh cho cc doanh nghip. 1.1.2 Sn phm dch v ngn hng 1.1.2.1 Khi nim sn phm dch v ngn hng Sn phm dch v ngn hng c hiu l cc dch v ti chnh m ngn hng cung cp cho khch hng nhm p ng nhu cu kinh doanh, sinh li, sinh hot cuc sng, ct tr ti sn Qua , ngn hng thu chnh lch li sut, t gi hay thu ph t cc sn phm dch v ny. Trong xu hng pht trin hin nay, ngn hng c coi nh mt siu th dch v vi hng trm, thm ch hng nghn dch v khc nhau ty theo cch phn loi v ty theo trnh pht trin ca ngn hng. C hai khi nim dch v ngn hng: Quan im th nht cho rng, cc hot ng sinh li ca ngn hng ngoi hot ng cho vay th c gi l hot ng dch v. S phn nh nh vy cho php ngn hng thc thi chin lc tp trung a dng ha, pht trin v nng cao hiu qu ca cc hot ng phi tn dng. Cn quan im th hai th cho rng, tt c cc hot ng kinh doanh ca mt ngn hng u c coi l hot ng dch v, bao gm c hot ng tn dng. Trong phn t cc ngnh ca nn kinh t th ngnh ngn hng thuc lnh vc dch v; v th, c th xem hot ng cho vay l mt hot ng dch v ca ngn hng. ti tip cn theo quan im th hai ngha l dch v ngn hng bao gm c dch v rng v hot ng tn dng. 1.1.2.2 Phn loi sn phm dch v ngn hng

-9-

Vi mc tiu tm kim li nhun, ngn hng cung cp nhiu loi sn phm dch v khc nhau p ng nhu cu khch hng, t nhng dch v truyn thng n nhng dch v ngn hng hin i. 1.1.2.2.1 Cc sn phm dch v truyn thng D pht trin mc no i na, cc sn phm dch v truyn thng vn l nhng sn phm dch v khng th thiu ca cc ngn hng. Trao i tin Lch s cho thy rng mt trong nhng dch v ngn hng u tin c thc hin l trao i tin - mt ngn hng ng ra mua, bn mt loi tin ny i ly mt loi tin khc v hng ph dch v. S trao i l rt quan trng i vi khch du lch v h s cm thy thun tin v thoi mi hn khi c trong tay bn t ca quc gia hay thnh ph h n. Trong th trng ti chnh ngy nay, mua bn ngoi t thng ch do cc ngn hng c nng lc v vn v chuyn mn thc hin; bi v, nhng giao dch nh vy c mc ri ro cao, ng thi yu cu phi c trnh chuyn mn cao. Chit khu thng phiu v cho vay T vi chc th k trc, NHTM chit khu thng phiu m thc t l cho vay i vi cc doanh nhn a phng - nhng ngi bn cc khon n (khon phi thu) cho ngn hng ly tin mt. l bc chuyn tip t chit khu thng phiu sang cho vay trc tip i vi cc doanh nghip, gip h c vn mua hng d tr hoc xy dng vn phng v thit b sn xut Nhn tin gi v cung cp cc ti khon giao dch thc hin cc giao dch ti chnh, NHTM phi huy ng ngun vn. Mt trong nhng ngun vn quan trng l cc khon tin gi tit kim ca khch hng. Khch hng gi tin ti ngn hng va nhn c tin li va trnh c mt cp do lu gi tin mt. Cuc cch mng cng nghip Chu u v Chu M nh du s ra i nhng hot ng v dch v ngn hng mi. Mt dch v mi, quan trng nht c pht trin trong thi k ny l ti khon tin gi giao dch (demand deposit) - mt ti khon tin gi cho php ngi gi tin vit

- 10 -

sc thanh ton tin mua hng ha v dch v. Vic a ra loi ti khon tin gi ny c xem l mt trong nhng bc i quan trng nht trong cng nghip ngn hng; bi v, n ci thin ng k hiu qu ca qu trnh thanh ton, lm cho cc giao dch kinh doanh tr nn d dng hn, nhanh chng hn v an ton hn. Ti tr cc hot ng ca Chnh ph Trong thi k Trung C v vo nhng nm u cch mng cng nghip, kh nng huy ng v cho vay vi khi lng ln ca ngn hng tr thnh trng tm ch ca cc chnh ph u - M. Thng thng, ngn hng c cp giy php thnh lp vi iu kin l h phi mua tri phiu chnh ph theo mt t l nht nh trn tng lng tin gi m ngn hng huy ng c. V d, cc ngn hng cam kt cho chnh ph M vay trong thi k chin tranh. Bank of North America c quc hi cho php thnh lp nm 1781, ngn hng ny c thnh lp ti tr cho cuc u tranh xa b s h ca nc Anh v a M tr thnh quc gia c ch quyn. Cng nh vy, trong thi k ni chin, quc hi lp ra mt h thng ngn hng lin bang mi, chp nhn cc ngn hng quc gia mi tiu bang min l cc ngn hng ny phi lp qu phc v chin tranh. Cung cp dch v y thc T nhiu nm nay, cc ngn hng thc hin vic qun l ti sn v qun l hot ng ti chnh cho c nhn v doanh nghip thng mi. Theo , ngn hng s thu ph trn c s gi tr ca ti sn hay quy m ti sn m h qun l. Chc nng qun l ti sn ny c gi l dch v y thc (trust service). Hu ht cc ngn hng u cung cp c hai loi: dch v y thc thng thng cho c nhn, h gia nh v y thc thng mi cho cc doanh nghip. 1.1.2.2.2 Cc dch v ngn hng hin i Nhu cu x hi ngy cng cao, bn cnh cc sn phm dch v truyn thng, ngn hng ang cung cp nhiu sn phm dch v hn nh: Cho vay tiu dng

- 11 -

Trong lch s, hu ht cc ngn hng khng tch cc cho vay i vi c nhn v h gia nh bi v h tin rng cc khon cho vay tiu dng ni chung c quy m rt nh vi ri ro v n tng i cao; do , lm cho chng tr nn c mc sinh li thp. u th k 20, cc ngn hng bt u da vo tin gi ca khch hng ti tr cho nhng mn vay thng mi ln. Vi s cnh tranh khc lit, cc ngn hng hng ti ngi tiu dng nh l mt khch hng trung thnh tim nng. Sau chin tranh th gii th hai, tn dng tiu dng tr thnh mt trong nhng loi hnh tn dng c mc tng trng nhanh nht. Tuy tc tng trng nhng nm gn y chm li nhng ngi tiu dng vn tip tc l ngun cung cp ch yu ca ngn hng v to ra mt trong nhng ngun thu quan trng ca ngn hng. T vn ti chnh Cc ngn hng t lu c khch hng yu cu thc hin hot ng t vn ti chnh, c bit l v tit kim v u t. Ngn hng ngy nay cung cp nhiu dch v t vn ti chnh a dng, t chun b v thu v k hoch ti chnh cho cc c nhn n cc c hi th trng trong nc v ngoi nc cho cc doanh nghip ca h. Qun l tin mt Qua nhiu nm, cc ngn hng pht hin ra rng mt s dch v m h lm cho bn thn mnh cng c ch i vi cc khch hng. Mt trong nhng v d ni bt nht l dch v qun l tin mt, trong ngn hng ng qun l vic thu v chi cho mt cng ty kinh doanh v tin hnh u t phn thng d tin mt tm thi vo cc chng khon sinh li v tn dng ngn hn cho n khi khch hng cn tin mt thanh ton. Trong khi cc ngn hng c khuynh hng chuyn mn ha vo dch v qun l tin mt cho cc t chc, ngy nay c mt xu hng ang gia tng v vic cung cp cc dch v tng t cho ngi tiu dng. S d khuynh hng ny ang lan rng l do cc cng ty mi gii chng khon, cc tp on ti chnh khc cng cp cho ngi tiu dng ti khon mi gii vi hng lot dch

- 12 -

v ti chnh lin quan. Mt v d l ti khon qun l tin mt ca Merrill Lynch, cho php khch hng mua v bn chng khon, di chuyn vn trong nhiu qu tng h, vit sc v s dng th tn dng cho khon vay tc thi. Dch v thu mua (Leasing) Rt nhiu ngn hng tch cc cho doanh nghip la chn mua cc thit b, my mc cn thit thng qua hp ng thu mua, trong ngn hng mua thit b v cho khch hng thu. Cc quy nh yu cu khch hng s dng dch v thu mua thit b phi tr tin thu (m cui cng s trang tri chi ph mua thit b) ng thi phi chu chi ph sa cha v thu. V d, nm 1987, quc hi M b phiu cho php ngn hng quc gia s hu t nht mt s ti sn cho thu sau khi hp ng thu mua ht hn. iu c li cho cc ngn hng cng nh khch hng bi v vi t cch l mt ngi ch thc s ca ti sn cho thu, ngn hng c th khu hao chng nhm lm tng li ch v thu. Cho vay ti tr d n Cc ngn hng ngy cng nng ng trong vic cho vay ti tr d n, c bit l trong cc ngnh cng ngh cao. Do ri ro trong loi hnh tn dng ny cao nn cc ngn hng thng thc hin cho vay cng vi s tham gia ca cc nh thu v cc nh u t khc chia s ri ro. V d ni bt v loi hnh cng ty u t ny l Bankers Trust Venture Capital v Citicorp Venture, Inc. Dch v bo him Cc ngn hng ngy nay cn tham gia kinh doanh cc loi hnh bo him phi nhn th; ti bo him phi nhn th trong v ngoi nc; hot ng u t ti chnh, c th: Kinh doanh cc sn phm bo him phi nhn th bao gm bo him ti sn v bo him thit hi; bo him thn tu; bo him hng ha vn chuyn ng b, ng bin, ng sng, ng st v ng hng khng; bo him trch nhim chung; bo him xe c gii; bo him chy; bo him tn dng v ri ro ti chnh; bo him thit hi

- 13 -

kinh doanh; bo him con ngi v cc loi hnh bo him phi nhn th khc. - Kinh doanh ti bo him phi nhn th: ngn hng xy dng c mi quan h hp tc kinh doanh vi cc cng ty ti bo him c uy tn trn th gii nh Swiss Re, Labuan Re, B.E.S.T Re, Malaysian Re Berhad, Caisse Centrale De Reassurance. Ti bo him l mt trong nhng cng c qun l ri ro, m bo kh nng ti chnh cho cc hp ng c gi tr bo him ln v tng doanh thu t ph nhn ti bo him v hoa hng t nhng ti bo him. - u t ti chnh: thc hin hot ng u t ti chnh theo hng chuyn nghip ha nhm nng cao nng lc ti chnh ca cng ty, h tr cc hot ng khai thc. Ngoi ra, nghip v u t ti chnh l mt knh chnh to ra li nhun cho cng ty iu ha ngun vn v s dng hp l ti a ngun vn nhn ri. Vi nghip v u t ti chnh chuyn nghip, cng ty bo him ngn hng s c iu kin thc hin chin lc m rng u t, u t chin lc vo cc doanh nghip trong lnh vc bo him cng nh lnh vc c nhiu tim nng. Cung cp cc k hoch hu tr Mt s NHTM rt nng ng trong vic qun l k hoch hu tr m hu ht cc doanh nghip lp cho ngi lao ng, u t vn v pht lng hu cho nhng ngi ngh hu hoc tn ph. Ngn hng cng cung cp cc k hoch tin gi hu tr cho cc c nhn v gi ngun tin gi cho n khi ngi s hu cc k hoch ny cn n. Dch v mi gii u t chng khon Trn th trng ti chnh hin nay, nhiu ngn hng ang phn u cung cp cc dch v ti chnh, cho php khch hng tha mn mi nhu cu ti mt a im. y l mt trong nhng l do chnh khin cc ngn hng bt u bn cc dch v mi gii chng khon, cung cp cho khch hng c hi mua c phiu, tri phiu v cc chng khon khc m khng phi nh n ngi kinh doanh

- 14 -

chng khon. Trong mt vi trng hp, cc ngn hng mua li mt cng ty mi gii ang hot ng (v d Bank of America mua Robertson Stephens Co.) hoc thnh lp cc lin doanh vi mt cng ty mi gii. Cung cp dch v qu tng h v tr cp Do ngn hng cung cp cc ti khon tin gi truyn thng vi li sut qu thp, nhiu khch hng hng ti vic s dng sn phm u t (investment products) c bit l cc ti khon ca qu tng h v hp ng tr cp. Loi hnh ny cung cp trin vng thu nhp cao hn ti khon tin gi di hn, cam kt thanh ton mt khon tin mt hng nm cho khch hng bt u t mt ngy nht nh trong tng lai (chng hn ngy ngh hu). Ngc li, qu tng h bao gm cc chng trnh u t c qun l mt cch chuyn nghip nhm vo vic mua c phiu, tri phiu v cc chng khon ph hp vi mc tiu ca qu (v d: ti a ha thu nhp hay t c s gia tng gi tr vn). Gn y, hot ng cung cp nghip v qu tng h ca ngn hng c nhiu gim st do mc thu nhp khng cn cao nh trc, do nhng qui nh nghim ngt hn v ng thi do s thay i trong quan im u t ca cng chng. Dch v th thanh ton Ngy nay, th thanh ton l mt phng tin thanh ton thng dng v vn minh. Cc cng ty v ngn hng lin kt vi nhau khai thc lnh vc thu nhiu li nhun ny. Cc loi th Master Card, Visa, Dinners Club, JCB, American Express (Amex) c s dng rng ri trn ton cu. Ngi s dng th c th thanh ton tin hng ha, dch v, tr cc ph in, in thoi, tin nc hay rt tin mt ti cc my rt tin t ng 24/24 rt tin li. Ngoi ra, h cn c cp hn mc thu chi qua th m khi phi bo qun ct gi tin mt khng an ton. Tm li, r rng l khng phi tt c mi ngn hng u cung cp y dch v ti chnh nh danh mc dch v miu t trn, nhng qu tht danh mc dch v ngn hng ang tng ln nhanh chng. Nhiu loi hnh tn dng v

- 15 -

ti khon tin gi mi ang c pht trin, cc loi dch v mi nh giao dch qua internet v th thng minh (smart) ang c m rng v cc dch v mi (nh bo him v kinh doanh chng khon) c tung ra hng nm. Nhn chung, danh mc cc dch v y n tng do ngn hng cung cp to ra s thun li rt ln cho khch hng. Khch hng c th hon ton tha mn tt c cc nhu cu dch v ti chnh ca mnh thng qua mt ngn hng v ti mt a im. Thc s ngn hng tr thnh bch ha ti chnh k nguyn hin i, cng vic hp nht cc dch v ngn hng, bo him, mi gii chng khon di mt mi nh chnh l xu hng c gi l Universal Banking M, Canada v Anh; l Allginanz c; v l Bancassurance Php. cc nc c nn kinh t pht trin, sn phm dch v ngn hng c th ln n vi nghn sn phm khc nhau cn cc nc ang pht trin, con s ny ch hng trm. Quan trng nht y l mt ngnh dch v, m l mt ngnh dch v th s phong ph ca n hon ton ph thuc vo s sng to ca nhng ngi to ra sn phm . 1.2 S hi lng ca khch hng v cc nhn t quyt nh 1.2.1 Khi nim S hi lng ca khch hng ty thuc vo hiu qu hay li ch ca sn phm dch v mang li so vi nhng g m h ang k vng. Khch hng c th c nhng cp hi lng khc nhau. Nu hiu qu sn phm dch v mang li thp hn so vi k vng, khch hng s bt mn. Nu hiu qu sn phm dch v khp vi cc k vng, khch hng s hi lng. Nu hiu qu sn phm dch v mang li cao hn c k vng, khch hng s ht sc hi lng v vui mng. Th nhng khch hng hnh thnh k vng ca h ra sao? Cc k vng u da trn kinh nghim trc y ca khch hng, kin ca bn b v thng tin t nh tip th. Ngn hng phi bit thn trng a ra mc k vng ng. Nu a ra mc k vng thp, h c th lm hi lng khch hng tht nhng li chng sc thu ht khch hng. Tri li, nu h nng cc k vng ln qu cao, khch hng c th s b tht vng.

- 16 -

Vic o lng s hi lng ca khch hng ch c ngha trong bi cnh cnh tranh. Do , cc ngn hng phi bit tm hiu nng sut lm va lng khch hng ca mnh ln ca cc i th cnh tranh. i vi nhng ngn hng nh hng theo khch hng, s hi lng ca khch hng va l mc tiu, va l yu t chnh trong s thnh cng ca ngn hng. Tuy tm cch mang li s hi lng cao cho khch hng so vi i th cnh tranh nhng ngn hng nh hng theo khch hng khng n lc ti a ha s hi lng . Mt ngn hng c th lun lun lm tng s hi lng ca khch hng bng cch gim li sut vay, tng li sut tin gi hay tng cng dch v nhng iu ny c th dn n tnh trng li nhun gim st. Chi tiu qu nhiu lm tng s hi lng ca khch hng c th lm vi ngun qu ca ngn hng. Nh vy i hi cn phi c mt s cn nhc ht sc t nh, ngha l ngn hng va phi mang li mt mc hi lng cao cho khch hng ng thi cng phi mang li mt mc hi lng kh d chp nhn c cho cc nhn vin ca ngn hng. 1.2.2 Phn loi s hi lng ca khch hng Theo mt s nh nghin cu c th phn loi s hi lng ca khch hng thnh ba loi v chng c s tc ng khc nhau n nh cung cp dch v: Hi lng tch cc (Demanding customer satisfaction): y l s hi lng mang tnh tch cc v c phn hi thng qua cc nhu cu s dng ngy mt tng ln i vi nh cung cp dch v. i vi nhng khch hng c s hi lng tch cc, h v nh cung cp s c mi quan h tt p, tn nhim ln nhau v cm thy hi lng khi giao dch. Hn th, h cng hy vng nh cung cp dch v s c kh nng p ng nhu cu ngy cng cao ca mnh. Chnh v vy, y l nhm khch hng d tr thnh khch hng trung thnh ca ngn hng min l h nhn thy ngn hng cng c nhiu ci thin trong vic cung cp dch v cho h. Yu t tch cc cn th hin ch, chnh t nhng yu cu khng ngng tng ln ca khch hng m nh cung cp dch v cng n lc ci tin cht lng dch v ngy cng tr nn hon thin hn.

- 17 -

Hi lng n nh (Stable customer satisfaction): i vi nhng khch

hng c s hi lng n nh, h s cm thy thoi mi v hi lng vi nhng g ang din ra v khng mun c s thay i trong cch cung cp dch v ca ngn hng. V vy, nhng khch hng ny t ra d chu, c s tin tng cao i vi ngn hng v sn lng tip tc s dng dch v ca ngn hng. Hi lng th ng (Resigned customer satisfaction): nhng khch hng c s hi lng th ng t tin tng vo ngn hng v h cho rng rt kh ngn hng c th ci thin c cht lng dch v v thay i theo yu cu ca mnh. H cm thy hi lng khng phi v ngn hng tha mn hon ton nhu cu ca h m v h ngh rng s khng th no yu cu ngn hng ci thin tt hn na. V vy, h s khng tch cc ng gp kin hay t ra th vi nhng n lc ci tin ca ngn hng. Cng cn phi ni thm rng ngoi vic phn loi s hi lng ca khch hng th mc hi lng cng nh hng rt ln n hnh vi khch hng. Ngay c khi khch hng c cng s hi lng tch cc i vi ngn hng nhng mc hi lng ch mc hi lng th h cng c th tm n cc ngn hng khc v khng tip tc s dng dch v ca ngn hng. Ch nhng khch hng c mc hi lng cao nht rt hi lng th h chc chn s l nhng khch hng trung thnh v lun ng h ngn hng. V vy, khi nghin cu v s hi lng ca khch hng th vic lm cho khch hng hi lng l rt cn thit m vic gip h cm thy hon ton hi lng li quan trng hn nhiu. i vi nhng khch hng hi lng th ng, h c th ri b ngn hng bt c lc no trong khi nhm khch hng cm nhn hon ton hi lng th s l nhng khch hng trung thnh ca ngn hng. S am hiu ny s gip ngn hng c nhng bin php ci tin cht lng dch v linh hot cho tng nhm khch hng khc nhau. 1.2.3 Cc nhn t quyt nh s hi lng ca khch hng 1.2.3.1 Cht lng dch v

- 18 -

Cht lng dch v c nh ngha bng nhiu cch khc nhau ty thuc vo i tng nghin cu. Vic tm hiu cht lng dch v l c s cho vic thc hin cc bin php ci thin cht lng dch v ca ngn hng. V vy, n khng ch quan trng trong vic xy dng mc tiu pht trin m cn nh hng cho ngn hng pht huy c th mnh ca mnh mt cch tt nht. Cht lng dch v c th c hiu thng qua cc c im ca n. Xt mt cch tng th, cht lng dch v bao gm cc c im sau: Tnh vt tri i vi khch hng, dch v c cht lng l dch v th hin c tnh vt tri u vit ca mnh so vi nhng sn phm khc. Chnh tnh u vit ny lm cho cht lng dch v tr thnh th mnh cnh tranh ca cc nh cung cp dch v. S nh gi v tnh vt tri ca cht lng dch v chu nh hng rt ln bi s cm nhn t pha ngi s dng dch v. Quan h ny c ngha rt ln i vi vic nh gi cht lng dch v t pha khch hng trong cc hot ng marketing v nghin cu s hi lng ca khch hng. Tnh c trng ca sn phm Cht lng dch v l tng th nhng mt ct li nht v tinh ty nht kt tinh trong sn phm dch v to nn tnh c trng ca sn phm dch v. V vy, dch v hay sn phm c cht lng cao s hm cha nhiu c trng vt tri hn so vi dch v cp thp. S phn bit ny gn lin vi vic xc nh cc thuc tnh vt tri hu hnh hay v hnh ca sn phm dch v. Chnh nh nhng c trng ny m khch hng c th nhn bit cht lng dch v ca ngn hng khc vi cc i th cnh tranh. Tuy nhin, trong thc t rt kh xc nh cc c trng ct li ca dch v mt cch y v chnh xc. V vy, cc c trng ny khng c gi tr tuyt i m ch mang tnh tng i gip cho vic nhn bit cht lng dch v trong trng hp c th d dng hn thi. Tnh cung ng Cht lng dch v gn lin vi qu trnh thc hin, chuyn giao dch v n khch hng. Do , vic trin khai dch v, phong thi phc v v cch cung

- 19 -

ng dch v s quyt nh cht lng dch v tt hay xu. y l yu t bn trong ph thuc vo s biu hin ca nh cung cp dch v. Chnh v th, nng cao cht lng dch v, nh cung cp dch v trc tin cn phi bit ci thin yu t ni ti ny to thnh th mnh lu di ca chnh mnh trong hot ng cung cp dch v cho khch hng. Tnh tha mn nhu cu Dch v c to ra nhm p ng nhu cu khch hng. Do , cht lng dch v nht thit phi tha mn nhu cu khch hng v ly yu cu ca khch hng lm cn c ci thin cht lng dch v. Nu khch hng cm thy dch v khng p ng c nhu cu ca mnh th h s khng hi lng vi cht lng dch v m h nhn c. Trong mi trng kinh doanh hin i th c im ny cng tr nn quan trng hn bao gi ht v cc nh cung cp dch v phi lun hng n nhu cu khch hng v c gng ht mnh p ng cc nhu cu . S l v ch v khng c cht lng nu cung cp cc dch v m khch hng nh gi l khng c gi tr. Xt trn phng din phc v khch hng, tnh tha mn nhu cu bao gm c ngha ca tnh cung ng. S d nh vy l v cht lng dch v bt u t khi ngn hng nm bt nhu cu ca khch hng n khi trin khai dch v nhng chnh trong qu trnh thc hin cung ng dch v m khch hng s cm thy hi lng khng v t cm nhn cht lng dch v tt hay xu. Nu tnh cung ng mang yu t ni ti th tnh tha mn nhu cu li b chi phi bi tc ng bn ngoi nhiu hn. Tnh to ra gi tr R rng, cht lng dch v gn lin vi cc gi tr c to ra nhm phc v khch hng. Dch v khng sn sinh ra gi tr no ht th c xem l khng c cht lng. V d, ngn hng to ra gi tr v khch hng l i tng tip nhn nhng gi tr . V vy, vic xem xt cht lng dch v hay c th hn l cc gi tr em li cho khch hng ph thuc vo nh gi ca khch hng ch

- 20 -

khng phi ca ngn hng. Thng thng, khch hng n nhn nhng gi tr dch v mang li v so snh chng vi nhng g h mong i s nhn c. Ni cch khc, tnh gi tr ca cht lng dch v cng b chi phi nhiu bi yu t bn ngoi (khch hng) hn l ni ti (ngn hng). Cht lng dch v cao l dch v to ra cc gi tr khng ch p ng nhu cu khch hng m cn vt hn hn cc mong mun ca khch hng v lm cho ngn hng tr nn ni bt hn i th cnh tranh. Do , tnh to ra gi tr l c im c bn v l nn tng cho vic xy dng v pht trin cht lng dch v ca ngn hng. Tm li, cht lng dch v l nhn t tc ng nhiu n s hi lng ca khch hng. Nu nh cung cp dch v em n cho khch hng nhng sn phm c cht lng tha mn nhu cu ca h th ngn hng bc u lm cho khch hng hi lng. Do , mun nng cao s hi lng ca khch hng, nh cung cp dch v phi nng cao cht lng dch v. Ni cch khc, cht lng dch v v s hi lng ca khch hng c mi quan h h tng cht ch vi nhau, trong cht lng dch v l ci to ra trc, quyt nh n s hi lng ca khch hng. Mi quan h nhn qu gia hai yu t ny l vn then cht trong hu ht cc nghin cu v s hi lng ca khch hng. 1.2.3.2 Gi c dch v Gi c l hnh thc biu hin bng tin ca gi tr hng ha v dch v. Gi c c xc nh da trn gi tr s dng v cm nhn ca khch hng v sn phm, dch v m mnh s dng. Khch hng khng nht thit phi mua sn phm, dch v c cht lng cao nht m h s mua nhng sn phm, dch v em li cho h s hi lng nhiu nht. Chnh v vy, nhng nhn t nh cm nhn ca khch hng v gi v chi ph (chi ph s dng) khng nh hng n cht lng dch v nhng s tc ng n s hi lng ca khch hng. Trong nhiu nghin cu v s hi lng ca khch hng trc y, tc ng ca yu t gi c t c ch n so vi cc tiu ch khc. Tuy nhin, cng vi s cnh tranh ngy cng mnh m ca th trng v cc thay i trong nhn nh ca khch hng v sn phm dch v, cc nh nghin cu xc nh rng

- 21 -

gi c v s hi lng ca khch hng c mi quan h su sc vi nhau. Do , nu khng xt n nhn t ny th vic nghin cu v s hi lng ca khch hng s thiu tnh chnh xc. Khi mua sn phm dch v khch hng phi tr mt chi ph no i li gi tr s dng m mnh cn. Nh vy, chi ph c gi l ci phi nh i c c gi tr mong mun t sn phm dch v. Nu em lng ha gi c trong tng quan gi tr c c th khch hng s c cm nhn v tnh cnh tranh ca gi c l tha ng hay khng. Ch khi no khch hng cm nhn cht lng dch v c c nhiu hn so vi chi ph s dng th gi c c xem l cnh tranh v khch hng s hi lng. Ngc li, khch hng s t ra khng hi lng v cm thy mnh phi tr nhiu hn so vi nhng g nhn c v gi c trong trng hp ny s tc ng tiu cc n s hi lng ca khch hng. y l mi quan h gia lng gi c, gi tr v gi tr cm nhn. Tuy nhin, chnh gi c cm nhn mi l nhn t tc ng n s hi lng ca khch hng. C th lng gi c b ra nhiu hn so vi gi tr nhn c nhng khch hng cm nhn nh th l hp l th h vn s hi lng v ngc li. Hai yu t ny tc ng qua li ln nhau ty vo nhy ca khch hng i vi gi cng nh mi quan h gia ngi s dng dch v vi nh cung cp dch v. Ngoi ra, nh gi tc ng ca nhn t gi c n s hi lng khch hng, chng ta cn xem xt y hn ba kha cnh sau: Gi so vi cht lng Gi so vi cc i th cnh tranh Gi so vi mong i ca khch hng V vy, khi xem xt tc ng ca gi n s hi lng ca khch hng chng ta cn nhn thc mt cch y hn gi y bao gm chi ph b ra v chi ph c hi c c sn phm dch v cng nh tng quan ca gi n nhng kha cnh cp trn. Trong phm vi bi vit ny, yu t gi c c xem xt chnh l tnh cnh tranh ca gi c cm nhn. Nu khch hng

- 22 -

cm nhn tnh cnh tranh ca gi c cng cao th h s cng hi lng v ngc li. 1.2.3.3 Vic duy tr khch hng Ngoi vic lm tng s hi lng khch hng, ngn hng ngy nay cn phi ra sc pht huy cc mi rng buc bn vng v lng trung thnh ni khch hng ca mnh. Mt ngn hng c th mt i 100 khch hng mt tun nhng vn c th kim c 100 khch hng mi. Tuy nhin, vic xo tung khch hng qu nhiu c th phi tr gi so vi khi ngn hng vn gi c 100 khch hng v khng kim thm khch mi. Mt ngn hng c th c tnh mnh mt i bao nhiu li nhun khi khch hng b i. Cnh tranh lm gia tng ph tn thu ht khch hng mi ngy mt cao, c th cao hn nhiu so vi vic gi khch hng hin c lun vui v. V vy, tip th tn cng, ni chung, tn km hn tip th phng v, bi phi mt rt nhiu n lc v tin bc li ko c khch hng hi lng ca i th cnh tranh chu b sang giao dch vi mnh. V vy, bn cnh vic tp trung k hoch tip th khch hng mi, cc ngn hng vn duy tr tuyn u phng th ca h l gi gn v chm sc khch hng hin ti. V cch tip cn tt nht gi gn khch hng chnh l mang li cho h s hi lng v gi tr, iu ny a n s trung thnh rt cao ca khch hng. 1.3 M hnh nghin cu s hi lng ca khch hng 1.3.1 M hnh cht lng dch v SERVQUAL M hnh Servqual (Parasuraman, 1988) l m hnh nghin cu cht lng dch v ph bin v c p dng nhiu nht trong cc nghiu cu marketing. Theo Parasuraman, cht lng dch v khng th xc nh chung chung m ph thuc vo cm nhn ca khch hng i vi dch v v s cm nhn ny c xem xt trn nhiu yu t. M hnh Servqual c xy dng da trn quan im cht lng dch v cm nhn l s so snh gia cc gi tr k vng, mong i (expectation) v cc gi tr khch hng cm nhn c (perception).

- 23 -

Servqual xem xt hai kha cnh ch yu ca cht lng dch v l kt qu dch v (outcome) v cung cp dch v (process) c nghin cu thng qua hai mi hai thang o ca nm tiu ch: s tin cy (reliability), hiu qu phc v (responsiveness), s hu hnh (tangibles), s m bo (assurance) v s cm thng (empathy). 1.3.1.1 S tin cy S tin cy ni ln kh nng cung ng dch v chnh xc, ng gi v uy tn. iu ny i hi s nht qun trong vic thc hin dch v v tn trng cc cam kt cng nh gi li ha vi khch hng. Trong lnh vc ngn hng, tiu ch ny thng c khch hng o lng thng qua cc yu t sau: Ngn hng thc hin dch v ng ngay t ln u Ngn hng cung cp dch v ti thi im m h ha Ngn hng thc hin giao dch chnh xc khng sai st Nhn vin ngn hng lun sn sng phc v khch hng Ngn hng lun c nhng nhn vin t vn ti bn hng dn gip khch hng Ngn hng gi bng sao k u n v kp thi 1.3.1.2 Hiu qu phc v y l tiu ch o lng kh nng gii quyt vn nhanh chng, x l hiu qu cc khiu ni, sn sng gip khch hng v p ng cc yu cu ca khch hng. Ni cch khc, hiu qu phc v l s phn hi t pha nh cung cp dch v i vi nhng g m khch hng mong mun, c th nh: Nhn vin ngn hng sn sng gip khch hng Ngn hng cung cp dch v nhanh chng, kp thi Ngn hng phc p tch cc cc yu cu ca khch hng Ngn hng c ng dy nng phc v khch hng 24/24 Ngn hng c gng gii quyt kh khn cho khch hng 1.3.1.3 S hu hnh

- 24 -

S hu hnh chnh l hnh nh bn ngoi ca c s vt cht, thit b, my mc, phong thi ca i ng nhn vin, ti liu, sch hng dn v h thng thng tin lin lc ca ngn hng. Ni mt cch tng qut, tt c nhng g m khch hng nhn thy trc tip c bng mt v cc gic quan th u c th tc ng n yu t ny: Ngn hng c c s vt cht y Ngn hng c trang thit b v my mc hin i Nhn vin ngn hng trng rt chuyn nghip v n mc p Ngn hng sp xp cc quy giao dch, cc bng biu v k ti liu rt khoa hc v tin li cho khch hng 1.3.1.4 S m bo y l yu t to nn s tn nhim, tin tng cho khch hng c cm nhn thng qua s phc v chuyn nghip, kin thc chuyn mn gii, phong thi lch thip v kh nng giao tip tt, nh , khch hng cm thy yn tm mi khi s dng dch v ca ngn hng: Nhn vin ngn hng phc v khch hng lch thip, nh nhn Chng t giao dch r rng v d hiu Nhn vin ngn hng lun cung cp cc thng tin dch v cn thit cho khch hng Nhn vin ngn hng tr li chnh xc v r rng cc thc mc ca khch hng 1.3.1.5 S cm thng S cm thng chnh l s quan tm, chm sc khch hng n cn, dnh cho khch hng s i x chu o tt nht c th gip cho khch hng cm thy mnh l thng khch ca ngn hng v lun c n tip nng hu mi lc, mi ni. Yu t con ngi l phn ct li to nn s thnh cng ny v s quan tm ca ngn hng i vi khch hng cng nhiu th s cm thng s cng tng. S cm thng ca nhn vin ngn hng i vi khch hng ca mnh c th hin nh sau:

- 25 -

Nhn vin ngn hng ch n nhu cu ca tng khch hng Khch hng khng phi xp hng lu c phc v Ngn hng c a im giao dch thun tin cho khch hng Ngn hng c h thng ATM hin i v d s dng Nhn vin ngn hng lun i x n cn vi khch hng 1.3.2 M hnh ch s hi lng ca khch hng (CSI Model) 1.3.2.1 Ch s hi lng ca khch hng (CSI) CSI (Customer Satisfaction Index) c ng dng nhm o lng s tha mn ca khch hng i vi cc ngnh, cc doanh nghip nhiu quc gia pht trin trn th gii. Xy dng v ng dng ch s CSI ca cc ngn hng gip cho vic xy dng h thng d liu thng tin v s hi lng ca khch hng, lm c s cho cc vic hoch nh chin lc cnh tranh, tip th, xy dng thng hiu v xc tin thng mi. Vic tha mn khch hng tr thnh mt ti sn quan trng i vi cc ngn hng trong n lc nng cao cht lng dch v, gi vng s trung thnh, nng cao nng lc cnh tranh ca ngn hng. Ch s hi lng ca khch hng bao gm cc bin s c trng cho sn phm dch v. Xung quanh cc bin s ny l h thng cc mi quan h nhn qu xut pht t nhng bin s khi to nh s mong i (expectations) ca khch hng, hnh nh (image) doanh nghip v sn phm, cht lng cm nhn (perceived quality) v gi tr cm nhn (perceived quality) v sn phm hoc dch v km theo n cc bin s kt qu ca s hi lng nh s trung thnh (customer loyalty) hay s than phin ca khch hng (customer complaints). 1.3.2.2 Mt s m hnh ch s hi lng khch hng: Hnh 1.1: M hnh ch s hi lng khch hng ca M (American Customer Satisfaction Index ACSI)S mong i (Expectations) Cht lng cm nhn (Perceived quality)

S than phin (Com plaint) Gi tr cm nhn (Perceived value) S hi lng ca khch hng (SI) S trung thnh (Loy alty)

- 26 -

Trong m hnh ch s hi lng ca M (ACSI), gi tr cm nhn chu tc ng bi cht lng cm nhn v s mong i ca khch hng. Khi , s mong i ca khch hng c tc ng trc tip n cht lng cm nhn. Trn thc t, khi mong i cng cao, c th tiu chun v cht lng cm nhn ca khch hng i vi sn phm cng cao hoc ngc li. Do vy, yu cu v cht lng sn phm v dch v cung cp cho khch hng cn phi m bo v c tha mn trn c s s hi lng ca h. S hi lng ca khch hng c to thnh trn c s cht lng cm nhn, s mong i v gi tr cm nhn, nu cht lng v gi tr cm nhn cao hn s mong i s to nn lng trung thnh i vi khch hng, trng hp ngc li, y l s phn nn hay s than phin v sn phm m h tiu dng (hnh 1.2). Hnh 1.2: M hnh ch s hi lng khch hng ca cc quc gia Chu u (European Customer Satisfaction Index - ECSI)Hnh nh (Image) S mong i (Expectations)

Gi tr cm nhn (Perceived value)

S hi lng ca khch hng (SI)

S trung thnh (Loyalty)

Cht lng cm nhn v - sn phm (Perceved quality-Prod) - dch v (Perceved quality-Serv)

M hnh ch s hi lng Chu u (ECSI) c mt s khc bit nht nh. So vi ACSI, hnh nh ca sn phm, thng hiu c tc ng trc tip n s mong i ca khch hng. Khi , s hi lng ca khch hng l s tc ng tng ha ca 4 nhn t hnh nh, gi tr cm nhn, cht lng cm nhn v c sn phm hu hnh v v hnh. Thng thng, ch s ACSI thng p dng cho lnh vc cng cn ch s ECSI thng ng dng o lng cc sn phm, cc ngnh (hnh 1.3).

- 27 -

R rng, im mnh ca cch tip cn ny l n lm dch chuyn ngay tc khc kinh nghim tiu dng, to iu kin cho vic nghin cu mi quan h nhn qu i gia cc yu t cu thnh s hi lng v s trung thnh ca khch hng. Do vy, mc tiu u tin ca vic tip cn theo cu trc CSI l vic gii thch s trung thnh ca khch hng i vi mt sn phm ni ring hay mt doanh nghip, mt quc gia ni chung thng qua ch s hi lng khch hng khi chu s tc ng trc tip hoc gin tip bi hnh nh, s mong i, cht lng cm nhn (v sn phm hoc dch v) v gi tr cm nhn i vi sn phm v dch v . Hnh 1.3: M hnh l thuyt v ch s hi lng khch hng ca cc ngn hngHnh nh (Image) S mong i (Expectations) S than phin (Complaint) Gi tr cm nhn (Perceived value) Gi c (Price) S hilng ca khch hng (SI) S trung thnh (Loyalty)

Cht lng cm nhn v - sn phm (Perceved quality-Prod) - dch v (Perceved quality-Serv)

Ti mt s nc trn th gii, cc nh nghin cu pht trin mt m hnh v ch s hi lng ca khch hng c ng dng chung cho hu ht cc ngn hng. Trn c s kt qu nghin cu m hnh ca cc nc th m hnh l thuyt v ch s hi lng khch hng ca ngn hng bao gm nhng yu t c th sau: Hnh nh (Image) Hnh nh biu hin mi quan h gia thng hiu v s lin tng ca khch hng i vi cc thuc tnh ca thng hiu. Bin s ny c th hin bi danh ting, uy tn, lng tin ca khch hng i vi thng hiu. Cc nghin cu thc tin khng nh rng, y l nhn t quan trng v c tc ng trc tip n s hi lng ca khch hng. ng thi, n cng c mi quan h ng bin (positive) i vi s hi lng v s trung thnh i vi sn phm hoc thng

- 28 -

hiu. Trong lnh vc ngn hng, hnh nh ng vai tr rt quan trng trong vic quyt nh ni vay hoc gi tin, i hi cc ngn hng cn phi nh v v xy dng hnh nh ca mnh trn c s nhng thuc tnh quan trng nhm thit lp mt s cm nhn tt nht i vi i th cnh tranh, gip khch hng d dng nhn din c thng hiu. S mong i (Expectations) Th hin mc cht lng m khch hng mong i nhn c, cc thng s o lng s mong i gn lin vi nhng thng s ca hnh nh v cht lng cm nhn ca sn phm v dch v. y l kt qu ca kinh nghim tiu dng trc hoc thng tin thng qua nhng knh truyn thng i vi sn phm hoc dch v. Trn thc t, mong i cng cao th cng d c kh nng dn n quyt nh mua nhng mong i cng cao th kh nng ngn hng tha mn khch hng cng kh. Cht lng cm nhn (Perceived quality) i vi ngn hng, cht lng cm nhn chnh l cht lng cm nhn sn phm dch v. Vi c th v hnh, sn phm ngn hng c xem xt trong trng hp ny l iu kin cho vay, thi gian t khi np h s vay n khi c vay vn, phong cch ca nh qun l v cc chuyn vin t vn, khng kh ti quy giao dch, cc cam kt sau khi vay v cc iu kin rng buc khc Gi tr cm nhn (Perceived value) Cc nghin cu v l thuyt cho thy, s hi lng ca khch hng ph thuc vo gi tr cm nhn ca hng ha v dch v. Gi tr l mc nh gi/cm nhn i vi cht lng sn phm so vi gi phi tr hoc phng din gi tr khng ch bng tin m khch hng tiu dng sn phm . Gi tr dnh cho khch hng l chnh lch gia tng gi tr m khch hng nhn c v tng chi ph m khch hng phi tr v mt sn phm/dch v no . i vi ngn hng, l tng s tin phi tr (tin li vay, cc chi ph i vay (k c chi ph chnh thc v phi chnh thc)), nhng chi ph v thi gian, cng sc v chi ph ri ro khc so vi gi tr dch v (li ch hu hnh mang li), gi tr tm l, nim tin v

- 29 -

gi tr nhn lc. Hiu s gia gi tr v chi ph b ra chnh l gi tr cm nhn m dch v ngn hng mang li cho khch hng. Gi c (Price) y l bin s mi c ngh xem xt trong m hnh l thuyt. Do c im bin ng ca th trng ti chnh v nhng c th ca vn ha kinh doanh, gi c sn phm hay li sut lun c khch hng so snh, nh gi gia cc ngn hng. Li sut ca ngn hng c xem nh l yu t gi i vi mt sn phm v bin s ny ng vai tr trung gian trong mi quan h gia hnh nh, s mong i v cht lng cm nhn vi gi tr cm nhn ca khch hng. S trung thnh (Loyalty) L bin s cui cng trong m hnh v mang tnh quyt nh n s tn vong ca ngn hng trong tng lai, n c o lng bi nh tip tc mua, lng tin v s gii thiu vi ngi khc v sn phm v dch v m h ang dng. Ngc li vi s trung thnh l s than phin, khi khch hng khng hi lng vi sn phm dch v so vi nhng mong mun ca h. S trung thnh ca khch hng c xem nh mt ti sn ca ngn hng, v vy, cc ngn hng cn phi to ra s hi lng i vi khch hng, nng cao s trung thnh ca h i vi ngn hng. Mt khi ngn hng khng lm tha mn nhu cu khch hng th khng nhng h nh mt khch hng m cn lm mt i rt nhiu khch hng tim nng. V vy, cc ngn hng u hiu rng lun t c thnh cng v mun c s tng trng th ch c th nh hng theo th trng (market driven), c ngha l cc cc ngn hng phi u t v kinh doanh da trn c s nm bt nhu cu ca khch hng vi mc tiu tha mn tt nht nhu cu v mong mun ca h. Thc hin vic nghin cu ch s hi lng ca khch hng (customer satisfaction index - CSI) s gip cho cc ngn hng tip cn v gii quyt c vn trn. Qua , cc ngn hng s c nhng kt qu c th v s nh gi, cm nhn ca khch hng i vi tng sn phm, dch v. y cng l

- 30 -

c s vng chc cho vic ci tin cht lng, xy dng cc chin lc cnh tranh, tip th, chin lc xy dng thng hiu, xc tin thng mi cp ngn hng cng nh trong ngnh.

KT LUN CHNG 1Chng 1 ca ti cp nhng vn c s l lun lin quan n sn phm dch v ca ngn hng cng nh tm hiu v s hi lng ca khch hng i vi cc sn phm dch v ny. Sn phm dch v ngn hng ngy cng a dng, phong ph v cc ngn hng ngy cng quan tm hn n vic lm hi lng khch hng ca mnh. Ngoi ra, chng 1 ca ti cng a ra mt s m hnh o lng s hi lng ca khch hng. Da vo m hnh thch hp, ngn hng s c bin php m rng, pht trin dch v nng cao s hi lng i vi khch hng trong mi trng cnh tranh nh hin nay.

- 31 -

CHNG 2 - THC TRNG KINH DOANH CA BIDV CHI NHNH TPHCM2.1 Vi nt v BIDV Chi Nhnh TPHCM Ngn hng u t v Pht trin Vit Nam tn giao dch quc t l Bank for Investment and Development of Vietnam, gi tt l BIDV, c thnh lp theo ngh nh s 177/TTg ngy 26/04/1057 ca Th tng Chnh ph. Chi Nhnh TPHCM l mt chi nhnh cp mt trc thuc BIDV v l mt trong nhng chi nhnh c quy m hot ng ln nht trong h thng BIDV vi tng ti sn t trn 10.000 t ng, hiu qu kinh doanh cao vi t l ROA lun t mc trn 1%. Ton chi nhnh c 313 cn b nhn vin, trong c 5 thnh vin ban gim c v 308 cn b nhn vin, c sp xp thnh bn khi l khi tn dng, khi dch v khch hng, khi cc n v trc thuc v khi qun l ni b. Thnh lp t nm 1977, BIDV Chi Nhnh TPHCM lun l chi nhnh tin phong v nng ng trong h thng BIDV trong vic pht trin sn phm dch v mi trn c s ng dng cng ngh hin i v nh hng theo khch hng. Ti TPHCM, BIDV Chi Nhnh TPHCM rt thnh cng trong vai tr l ngn hng u mi dn xp cc khon vay hp vn, ng ti tr cc d n u t c quy m ln. Hot ng ca BIDV Chi Nhnh TPHCM trong nhng nm qua lun nh hng theo khch hng, to nhng iu kin tt nht khch hng tip cn v s dng hiu qu dch v ca ngn hng. Hnh 2.1: M hnh t chc BIDV Chi Nhnh TPHCM

- 32 -

P. Quan he KH 1 P. Quan he KH 2 P. Quan he KH 3 P. Tn Dng ca nhan P. Quan tr khoan vay P. Tham nh P.Quan ly tn dung

Khoi Tn dung

BAN GIAM OCKhoi Dch vu

Phong Dch vu 1 Phong Dch vu 2 Phong Dch vu 3 Phong Dch vu 4

Hoi ong tn dung

PGD Phu Nhuan Hoi ong quan ly tai san n co

PGD Bui Th Xuan

Hoi ong nghien cu khoa hoc

Khoi n v trc thuoc

PGD Khanh Hoi PGD Hoa Bnh PGD Tan nh PGD Ng. Kiem

Ban x ly n xau

PGD Th Nghe GD P. N. Thach

Hoi ong thi ua khen thng

GD Vo Th Sau Phong KH-NV

Hoi ong thi tuyen

Khoi Quan ly noi bo

Phong Phap che Phong TC-KT Phong KTNB Phong TC-CB Phong ien toan Phong HC-QT

- 33 -

2.2 Cc sn phm dch v in hnh ca BIDV Chi Nhnh TPHCM Trong nhng nm qua, BIDV Chi Nhnh TPHCM tch cc mang n cho khch hng ca mnh mt danh mc sn phm dch v a dng v phong ph. 2.2.1 Sn phm qun l tin 2.2.1.1 Chuyn tin trong nc BIDV c kh nng p ng nhu cu thanh ton a dng (chuyn khon thanh ton tin hng ha, dch v, tin lng, chi ph in, nc, in thoi, ph bo him) ca khch hng v BIDV l thnh vin ca h thng thanh ton b tr, h thng thanh ton in t lin ngn hng, thanh ton song phng vi h thng ngn hng Cng thng, ngn hng Nng nghip v Pht trin Nng thn, h thng thanh ton ton cu Swift nn knh thanh ton a dng. Mng li chi nhnh ca ca h thng BIDV tri di ti tt c cc tnh thnh trong c nc. 2.2.1.2 Thanh ton ha n Ch cn khch hng cung cp m s ca mnh ti Cng ty in lc hoc giy bo tin in, h s c BIDV h tr thanh ton tin in cho Cng ty in lc qua hai hnh thc: np tin mt hoc chuyn khon nhanh chng v thun li. Vi dch v thanh ton nh k, BIDV thc hin lnh thanh ton u n t ti khon thanh ton ca ca khch hng cho nhiu mc ch khc nhau: thanh ton tin in, ng ph bo him trn c s tha thun gia khch hng v ngn hng. 2.2.1.3 Thanh ton lng t ng Dch v chi h lng kt hp vi dch v rt tin t ng (ATM) cung cp cho khch hng gii php thanh ton lng hon ho, thc hin ch th ca Th tng Chnh ph v vic tr lng qua ti khon. y l bc m quan trng trong cng cuc phng chng tham nhng v tin ti trin khai n thanh ton khng dng tin mt giai on 2006-2010. Ngn hng trch tin t ti khon ca doanh nghip chuyn vo ti khon ca tng nhn vin theo danh sch lng. Nhn vin ca doanh nghip s rt tin ti cc my ATM ca ngn hng. Li

- 34 -

ch khi s dng th l h va khi bo qun, ct gi tin mt va tit kim c tin lng. Bn cnh , h cn c cp hn mc thu chi qua th. 2.2.1.4 Thu chi h tin mt Ngn hng s n tr s hoc a im do khch hng yu cu thu, chi h tin mt. Dch v ny gip khch hng gim thiu chi ph v ri ro nu phi vn chuyn tin mt n np ti ngn hng. 2.2.2 Sn phm tn dng 2.2.2.1 Cho vay ngn hn Sn phm tn dng ny thch hp vi nhng khch hng cn b sung vn lu ng cho qu trnh hot ng sn xut kinh doanh v dch v ca mnh bao gm: Thanh ton trong nc tin nguyn nhin liu, tin lng, cng c sn xut, mua hng ha kinh doanh, chi ph thu thit b, chi ph thanh ton cho nh thu, tin thu xut nhp khu Thanh ton nc ngoi tin nhp khu nguyn nhin vt liu (thanh ton theo phng thc L/C, TT, D/A, D/P) Ti tr xut khu (thu mua hng xut khu) 2.2.2.2 Cho vay trung di hn BIDV c kinh nghim trn 45 nm trong lnh vc tn dng u t pht trin. Vi uy tn ca mnh, BIDV rt thnh cng trong vai tr ngn hng u mi dn xp cc khon cho vay hp vn ti tr cc d n u t c quy m ln. Cc hnh thc tn dng trung di hn BIDV cung cp cho khch hng bao gm: Cho vay u t xy dng mi Cho vay u t m rng, u t thit b b sung Cho vay tr n nc ngoi Cho vay cc phng n kinh doanh c thi hn trn mt nm (thi cng tr chm, bn hng tr chm) 2.2.2.3 Dch v bo lnh

- 35 -

Khch hng chun b tham gia u thu, k kt mt hp ng kinh t cn mt ngn hng uy tn m bo ngha v vi bn mi thu, m bo vic thc hin ng cc tha thun v cht lng ca sn phm do mnh sn xut nh cam kt vi i tc hay m bo vic hon tr tin ng trc theo hp ng k kt. BIDV s cung cp cho khch hng dch v bo lnh trong nc nh: bo lnh vay vn, bo lnh thanh ton, bo lnh d thu, bo lnh thc hin hp ng Khch hng l cc t chc chuyn cung cp hng ha v dch v cho i tc nc ngoi, ang cn mt ngn hng cam kt vi i tc ca mnh v vic s thanh ton trong trng hp h vi phm cc ngha v tha thun. BIDV s t vn cc sn phm bo lnh ngoi nc gip h c c phng n bo lnh ngoi nc hp l nht. Ngoi ra, ngn hng cn gip h la chn cc sn phm dch v khc km theo nh l mt dch v trn gi h trin khai giao dch ca mnh mt cch thun li nht. 2.2.3 Dch v thanh ton quc t 2.2.3.1 Chuyn tin ra nc ngoi (TTR) Khch hng mun thanh ton tin hng nhp khu, ph dch v, hoa hng cho i tc hay mun chuyn li nhun, doanh thu c chia v thu nhp v nc (i vi cc nh u t nc ngoi) BIDV s p ng tt nht cc nhu cu ny thng qua vic x l cc lnh chuyn tin mt cch nhanh chng, chnh xc, an ton vi th tc n gin v mc ph hp dn. 2.2.3.2 Th tn dng (L/C) Th tn dng nhp khu: Khch hng nhp khu hng ha v pha i tc mun chn mt phng thc thanh ton m bo, BIDV s pht hnh L/C cho khch hng v thc hin thanh ton cho nc ngoi khi nhn b chng t giao hng hp l. BIDV c th chuyn L/C n i tc ca khch hng vi thi gian nhanh nht v chi ph tit kim nht. Th tn dng xut khu:

- 36 -

Khch hng cn xut khu hng ha v mun c m bo thanh ton? Hy ngh i tc pht hnh L/C v chn BIDV lm ngn hng thng bo v ngn hng xc nhn (nu cn). BIDV s xc nhn (nu c yu cu) v thng bo L/C n khch hng trong thi gian nhanh nht v vi chi ph tit kim nht. Sau khi khch hng xut khu hng ha, b chng t s c BIDV h tr kim tra, hng dn sa cha cho hp l, chit khu (nu c nhu cu) v gi i nc ngoi yu cu thanh ton. 2.2.3.3 Nh thu chng t (D/A, D/P) Nh thu xut khu: Sau khi xut khu hng ha ra nc ngoi, khch hng c th s dng dch v nh thu ti BIDV. BIDV s chuyn b chng t ra nc ngoi nh thu h, theo di, nhc nh thanh ton, chuyn tin vo ti khon v thng bo cho khch hng khi i tc nc ngoi thanh ton. Trng hp trong hp ng khng ch nh r ngn hng thu h, khch hng s c gii thiu mt trong nhng ngn hng c uy tn v c quan h i l vi BIDV ti nc nhp khu chn la. Nh thu nhp khu: Khch hng nhp khu hng ha theo phng thc nh thu (collection) v mun la chn ngn hng thu h tip nhn b chng t nc ngoi chuyn v, thng bo cho khch hng v thc hin thanh ton cho nc ngoi theo ch nh. BIDV s p ng nhu cu trn ca khch hng mt cch nhanh nht. 2.2.4 Sn phm kinh doanh ngoi hi 2.2.4.1 Giao dch giao ngay Dch v ny gip khch hng c ngay ngun ngoi t thanh ton nc ngoi, tr n vay hay thanh ton nhng L/C n hn. 2.2.4.2 Giao dch k hn Vi dch v ny, khch hng s mua, bn vi nhau vi s lng ngoi t theo mt mc t gi xc nh thi im hin ti v vic thanh ton s c thc hin vo mt thi im xc nh trong tng lai (sau t 03 ngy n 365 ngy).

- 37 -

Dch v ny gip khch hng hn ch c ri ro bin ng v t gi cng nh m bo ngun vn trong thanh ton. 2.2.4.3 Giao dch hon i Khi s dng giao dch ny, khch hng c mua giao ngay ngoi t ny ng thi bn k hn ngoi t ny cho ngn hng vo ngy hiu lc thanh ton k hn v ngc li. Dch v ny cng gip khch hng bo him ri ro bin ng t gi v m bo thanh khon ngun vn kinh doanh ca mnh. 2.2.4.4 Giao dch quyn chn hn ch ri ro, khch hng cng c th thc hin giao dch quyn chn. Ngn hng s bn cho khch hng quyn c mua (hoc quyn c bn) mt loi tin ny thanh ton bng mt loi tin khc vi s tin giao dch v t gi xc nh ngay ti thi im k hp ng trong mt khong thi gian hoc vo mt ngy n nh trong tng lai. 2.2.4.5 Dch v kinh doanh hp ng tng lai hng ha Hp ng tng lai hng ha l cam kt mang tnh php l v vic mua hoc bn mt lng nht nh mt loi ti sn no (cao su, c ph) ti mt ngy xc nh trong tng lai vi mc gi tha thun trc Thc hin giao dch hng ha tng lai gip khch hng: phng nga ri ro (m bo gi tr cho cc loi hng ha h cho rng gi c s bin ng theo hng bt li) Thc hin u c (cc hot ng u t v giao dch) C kh nng to li nhun vi s bin ng gi ca th trng Qun l chi ph hiu qu D dng xc nh gi c 2.2.5 Dch v ngn hng hin i 2.2.5.1 Phonebanking L dch v ngn hng qua in thoi: khch hng s kt ni vi ngn hng qua in thoi c nh truy cp t ng cc thng tin v t gi, li sut, s d

- 38 -

v giao dch ti khon 24/24 gi, 07 ngy/tun, k c ngy l hon ton min ph. 2.2.5.2 Mobilebanking L dch v ngn hng qua in thoi di ng: dch v m ngn hng cung cp thng tin v ti khon v cc thng tin ngn hng khc bng hnh thc tin nhn gi n cc thu bao in thoi ca ch ti khon hay ngi c y quyn thng qua mng in thoi di ng. 2.2.5.3 Homebanking L dch v ngn hng ti nh: qua mn hnh my tnh ti vn phng lm vic, khch hng c th truy vn cc thng tin ngn hng nh t gi, li sut, biu ph c bit l cc thng tin mi nht v s d v hot ng ti khon. 2.2.5.4 Internetbanking L sn phm dch v mi pht trin ca BIDV, mang ngn hng n tn nh cho khch hng mt cch an ton, nhanh chng, tin li v tit kim thi gian. Khch hng ch cn truy cp n web site: www.bidv.com.vn l c th kim tra s d ti khon, xem v in sao k hng thng, cp nht nhng thng tin mi nht v ngn hng, tham kho thng tin v t gi, li sut, gi chng khon 2.3 Thc trng kinh doanh ca BIDV Chi Nhnh TPHCM Nm 2007, mt nm gia nhp WTO, nn kinh t Vit Nam t c mc tng trng cao nht trong vng 10 nm qua, GDP tng trng c t 8,5%, kim ngch xut nhp khu tng trng kh cao (trn 20%), cng nghip t tc tng trng kh v tng thm t trng cng nghip ch bin, tc tng trng ca khu vc dch v cao hn tc tng trng chung ca GDP. Vi s cnh tranh trn th trng dch v ngn hng din ra rt quyt lit, BIDV n lc pht trin mnh m. L nm u tin BIDV t li nhun trn 400 t ng, tng 1.5 ln so vi nm 2006 v gp n 4 ln so vi nm 2004. V l chi nhnh t mc li nhun cao nht trong h thng BIDV bao gm 103 chi nhnh. 2.3.1 Hot ng tn dng Tng d n

- 39 -

Cui nm 2007, d n cho vay nn kinh t (khng bao gm ti tr y thc v cho thu ti chnh) t 118.124 t, tng 25.8% so vi nm 2006. Tng d n tn dng (bao gm ti tr y thc v cho thu ti chnh) t 125.710 t, tng 25%. T trng d n trung di hn trong tng d n ca BIDV l 39%, nm trong gii hn k hoch l di 45%. C cu cho vay C cu cho vay tip tc c ci thin. Cho vay cc thnh phn kinh t ngoi quc doanh tng nhanh a t trng cho vay ny tng t 58% (2006) ln 65%. Bn cnh , t trng cho vay c ti sn m bo tip tc c cng c, tng trng nh so vi u nm (tng 2%), hon thnh k hoch ra. Cht lng tn dng Cht lng tn dng tip tc c nng cao. T l n xu gim xung di 4%. T l n nhm 1 tng ln mc 76% so vi 60% nm 2006. T l n cc nhm 3, 4 5 u gim so vi nm 2006. Thc hin trong sch bng tng kt ti sn, nng cao gi tr doanh nghip, nm 2007 BIDV c bc t ph trong cng tc x l n xu. Trong nm x l c 03 t, vi tng n xu x l l 1.794 t ng. Bn cnh , BIDV n lc thc hin thu hi n hch ton ngoi bng nhm tn thu trc khi c phn ha. Nm 2007, BIDV thu c 1.870 t ng n hch ton ngoi bng, trong thu n nhm II (theo quyt nh 149) 40 t ng. ng thi thc hin min gim li trn 400 t ng. Bn cnh vic trin khai mnh m cc bin php tn thu n xu, n hch ton ngoi bng, nm 2007 hot ng mua bn n vi d n ti chnh c BIDV tp trung y mnh. Nm 2007. BIDV chnh thc bn c 31 khon n xu vi tng n gc l 1.132 t ng, thu hi 486 t ng.

- 40 -

Hnh 2.2 : Biu hot ng cho vay giai on 2001-2007(1)

Hot ng cho vay giai on 2001-2007120000 100000 80000 60000 42606 40000 20000 0 2001 2002 2003 2004 Nm 2005 2006 2007 52520 59173 79383 67244 93453 118124

2.3.2 Hot ng huy ng vn Pht huy kt qu t c cc nm trc, nm 2007 hot ng huy ng vn tip tc t c nhng kt qu rt kh quan, to th ch ng cho BIDV trong cn i ngun vn - s dng vn. Ngay t nhng ngy u nm, ngun vn huy ng c lun duy tr mc 130.000 - 150.000 t ng. Bnh qun huy ng t 142.000 t ng, tng 45.8% so vi nm 2006. Cui nm 2007 BIDV huy ng 146.000 t ng, tng 20% so vi u nm. c bit nm 2007, ngun vn huy ng BIDV tng ch yu t tin gi cc t chc kinh t. So vi u nm, tin gi t chc kinh t tng 33%, t 89.000 t ng, gp phn lm h gi vn u vo. Thc hin c cu li ngun vn, nhm m bo an ton, trnh ri ro k hn, nm 2007, BIDV tip tc pht hnh 1 t tri phiu di hn vi tng gi tr pht hnh t 3000 t ng. ng thi pht hnh giy t c gi ngn hn bng ngoi

(1)

Ngun: Bo co thng nin nm 2004-2007 ca BIDV

- 41 -

t c 02 t tng tr gi 86 triu USD. Kt qu l ngun vn t pht hnh giy t c gi n nay t 10.000 t ng. Cng vi s tng trng mnh tin gi cc t chc kinh t v dn c, tin gi t kho bc nh nc v cc t chc tn dng nm 2007 cng tng mnh. Vi kt qu ny, BIDV thc hin ct gim ngun vn vay. Hnh 2.3 : Biu hot ng huy ng vn giai on 2001-2007(2)Hot ng huy ng vn giai on 2001-2007160000 140000 120000 100000 80000 60000 40000 20000 0 146112 113724 85747 39052 46115 59910 67262

2001

2002

2003

2004 Nm

2005

2006

2007

2.3.3 Hot ng phi tn dng Nm 2007 l nm th hai vi nh hng tip tc y mnh cc hot ng dch v nng t trng thu dch v trong li nhun ca ngn hng, ngay t nhng thng u nm ban lnh o tp trung ch o quyt lit thng qua vic xc nh k hoch dch v cng cc bin php, gii php t c nh hng ra. Vi s ch o st sao ca ban lnh o v s c gng n lc ca ton th nhn vin, hot ng kinh doanh dch v t c nhng kt qu sau: Hot ng dch v ca BIDV gi c tc tng trng cao trong 2 nm qua vi mc tng trng bnh qun 65%/nm, tng trng nm 2007 so vi 2006 t 55%, mc d BIDV cha c c cc sn phm dch v mang tnh t(2)

Ngun: Bo co thng nin 2004-2007 ca BIDV

- 42 -

ph. Thu dch v rng cui nm 2007 t 850 t ng, hon thnh k hoch ra. T l thu dch v rng trn tng thu nhp t hot ng kinh doanh ca ngn hng (cha tr chi ph qun l) c nhng bc ci tin ng k theo hng mt NHTM hin i (nm 2006 l 15% v 2007 l 23%). Vi kt qu thu dch v nm 2007, BIDV ng v tr th hai trong khi NHTM, sau Vietcombank (969 t ng). Cc dch v dnh cho khch hng doanh nghip tip tc pht huy li th v khng nh l th mnh ca BIDV. Cc hot ng ny u c tc tng trng cao vi cht lng dch v tt p ng ngy cng y kp thi nhu cu v sn phm dch v cho doanh nghip. BIDV c tp ch Asia Money bnh chn l ngn hng ni a cung cp dch v kinh doanh ngoi t (FX) tt nht nm 2007. Nm 2007, dch v th tip tc t tc tng trng cao 98% so vi 2006. Thng 12/2007, BIDV cho n ch th th mt triu. Dch v thanh ton lng t ng tuy mi trin khai nhng cng c s lng khch hng ln n trn 500.000 khch hng. Cng tc nghin cu pht trin sn phm mi c quan tm ch trng. Cc sn phm mi ra i bc u p ng yu cu ca th trng. Nm 2007, trin khai 18/34 sn phm dch v mi theo k hoch v 9 sn phm pht sinh theo yu cu, a tng s sn phm trin khai trong nm 2007 l 27 sn phm. Hot ng marketing cc sn phm dch v ca BIDV c trin khai bi bn, r nt hn. Cng vi cc hot ng hng ti k nim 50 nm ngy thnh lp ngnh, BIDV c nhiu chng trnh nhm qung b thng hiu v h tr hot ng kinh doanh dch v nh: thng khuyn mi trn a bn H Ch Minh v H Ni. Cc chng trnh khuyn mi cho cc dch v cng c y mnh nh chng trnh khuyn mi dch v western union vi tn gi Nhn tin kiu hi, click em v, khuych trng dch v Thanh ton ha n Viettel

- 43 -

Mng li knh phn phi hin i tip tc c m rng. Trong nm 2007, BIDV tch cc trin khai m rng mng li my ATM, trin khai 300 my ATM, nng tng s my ATM ca BIDV ln gn 700 my (xp hng th 2 v s my); bc u trin khai v a vo hot ng gn 500 POS. y l nn tng quan trng BIDV pht trin mnh m dch v ngn hng bn l trong tng lai. Bng 2.1: Kt qu hot ng kinh doanh theo tng khi(3) n v: t VN2007 Thu dch v rng 2006 % Hon 2007 thnh k hoch Ton h thng I. Khi Ngn hng 1. Chi nhnh 2. Hi s chnh II. Khi cc cng ty 1.BSC 2.BIC % Tng trng so vi 2006 Thu dch v Thu dch v rng bq/ng rng bq/ng 2006 2007

560,72 520,89 488 33 39,83 25 14,83

850 767 732 35 97 65 32

101 103 103 97 84 86 80

55 51 55 2 105 124 72

0,035 0,056

0,082 0,076

0,014

0,266

Cui nm 2007 thu dch v rng t 850 t ng, hon thnh 101% k hoch nm, tng trng 55% so vi 2006. Thu dch v rng khi ngn hng t 767 t ng, hon thnh 103% k hoch nm 2007, tng trng 51% so vi nm 2006, chim t trng 91% trong tng thu dch v rng ca ton h thng. Trong , thu dch v rng ca khi chi nhnh t 732 t ng, hon thnh 103% k hoch nm, tng trng 55% so vi nm 2006, chim t trng 95% trong tng thu dch v rng ca khi ngn hng. Thu dch v rng ca Hi s chnh t 35 t ng, tng trng 2% so vi nm 2006.(3 )

Ngun: Hi ngh trin khai nhim v k hoch kinh doanh 2008 BIDV, tp II.

- 44 -

Thu dch v rng ca khi cc cng ty t 97 t ng, tng trng 105% so vi nm 2006, chim t trng 9% trong tng thu rng ca ton h thng, cao hn 2% so vi nm 2006. T l thu dch v rng trn tng thu nhp rng t 23% cao hn 5% so vi nm 2006. Thu dch v rng bnh qun/ngi t 82 triu ng, tng trng 134% so vi nm 2006. Thu dch v rng bnh qun u ngi tng cao c hai khi ngn hng v khi cng ty. Khi ngn hng t 76 triu ng/ngi, tng trng 35% so vi nm 2006; khi cc cng ty t 266 triu ng/ngi, tng gp 18 ln so vi nm 2006. Nh vy, nm 2007 hiu qu kinh doanh dch v tng ln r rt. Bng 2.2: Kt qu kinh doanh theo tng loi hnh dch v(4) n v: t VN2007 Ch tiu thu dch v rng Tng thu dch v rng Dch v thanh ton Dch v bo lnh Kinh doanh ngoi t Kinh doanh th Ngn qu* v cc hot ng khc 2006 521 215,5 182 92 8,6 23,3 S tuyt i 777 317 269 130 16 46 T trng (%) 100 40 34 16 2 6 % T trng so vi 2006 51 47 49 44 98 106

(*Ghi ch: Ch tiu thu dch v ngn qu cha tnh n cc khon chi). Thu t cc dch v dnh cho khch hng doanh nghip vn chim t trng ln trong tng thu dch v (chim 95%), thu t cc dch v bn l chim t trng nh trong tng thu dch v ca h thng (5%) d cc dch v ny c tc tng trng cao so vi nm 2006. Nhn chung, cc hot ng dch v u c tc tng trng kh so vi nm 2006, tc tng trng ca cc hot ng dch v tng i u, nhm cc

(4)

Ngun: Hi ngh trin khai nhim v k hoch kinh doanh 2008 BIDV, tp II.

- 45 -

sn phm dch v dnh cho khch hng doanh nghip c mc tng trng bnh qun 47%, nhm cc sn phm dnh cho khch hng c nhn tng trng trn 90%. C th nh sau: Hot ng thanh ton: bao gm thanh ton trong nc v thanh ton quc t. Thu dch v rng t hot ng ny n cui nm 2007 t 318 t ng, tng trng 47% so vi nm 2006, chim t trng 40% trong tng thu dch v rng ca khi ngn hng. Nm 2007, doanh s chuyn tin thanh ton trong nc t 1.408.871 t ng, tng 75% so vi nn 2006; doanh s chuyn tin quc t t 132.371 t ng, tng trng 58% so vi nm 2006. Hot ng bo lnh: l th mnh ca BIDV do kh nng ti chnh v uy tn ca BIDV trong hot ng ti tr vn cho cc d n ln, doanh nghip ln trong lnh vc xy dng. Bn cnh cc hot ng bo lnh truyn thng nh bo lnh thc hin hp ng, bo lnh thanh ton trong nm 2007, BIDV y mnh dch v bo lnh pht hnh tri phiu doanh nghip (thu ph t hn 16 t ng) v bo lnh i ng cho cc ngn hng i tc vi 35 giao dch, ph thu khong 7 t ng. Thu t dch v bo lnh n cui nm 2007 t 272 t ng, tng trng 49% so vi nm 2006, chim 34% trong tng thu dch v rng ca khi ngn hng. Hot ng kinh doanh tin t: Nm 2007, mc d th trng ngoi hi c nhng bin ng khng thun li, BIDV vn m bo c cht lng dch v cung cp cho khch hng cng nh li nhun t hot ng ny. Chnh lch thu chi t cc hot ng kinh doanh tin t n 31/12/2007 t 133 t ng, tng trng 44% so vi 2006, chim t trng 16% trong tng thu dch v rng ca khi, trong thu t mua bn ngoi t c t 110 t ng, thu t cc dch v phi sinh nh hng ha tng lai, hon i li sut, bo him ri ro li sut t trn 20 t ng. Hot ng kinh doanh th: Nm 2007, h thng phn phi ATM tip tc c m rng vi tng s my n nay l 700, ng th hai trn th trng. S lng th pht hnh trong nm 2007 l trn 400.000 th, tng s th pht

- 46 -

hnh c l 1,1 triu th, ng th 4 trn th trng. Thu rng t hot ng kinh doanh th t 17 t ng, tng trng 98% so vi nm 2006. Tuy nhin, tc pht trin ch th v thu ph dch v th ca BIDV vn thp hn tc tng trng chung (trn 100%). Cc hot ng dch v khc nh mobilebanking, thanh ton ha n Viettel, chuyn tin nhanh western union, thanh ton lng c trin khai t u nm v t c nhng kt qu nht nh, c th: Dch v mobilebanking n 31/12/2007 ph thu c khong 2 t ng, tng s khch hng s dng dch v khong 60.000, trong c 45.000 khch hng l c nhn; Dch v thanh ton ha n Viettel c trin khai n 60 chi nhnh trn ton quc, doanh s t trn 2 t ng, ph thu t trn 50 triu ng; Dch v chuyn tin kiu hi western union, ph thu khong 7,7 t ng, tng trng 110% so vi nm 2006, mng li chi tr western union thng qua BIDV l 400 im giao dch, trong mng li BIDV l 372 im v mng li i l ph l 28 im, doanh s chuyn tin 40 triu USD, xp hng th 5 ch sau hai nm trin khai; Dch v thanh ton lng 500.000 cn b, doanh s thanh ton t trn 1.500 t ng, ph thu t gn 2 t ng. 2.3.4 Tn ti v nguyn nhn Hot ng tn dng, huy ng vn v dch v phi tn dng tng trng tt, hon thnh k hoch ra; tuy nhin vn cn mt s tn ti v hn ch: D n tn dng tng trng cao so vi nm 2006 nhng vn cn thp so vi a bn TPHCM tng 72,9%. D n tn dng tp trung mt s ngnh ngh ch yu nh kinh doanh thp, dt may, in; cha pht trin ng mc tn dng dnh cho khch hng c nhn, khu cng nghip, khu ch xut, tn dng dnh cho doanh nghip va v nh Tc tng trng ngun vn ca chi nhnh vn cn thp so vi ton a bn TPHCM (70%). Huy ng vn dn c gim 10% (317 t ng) so vi nm 2006, chim 26% trong tng huy ng vn ca chi nhnh (ton a bn l 44.4%).

- 47 -

Cc hot ng dch v phi tn dng cha thc s c nh hng pht trin mnh m. Cc sn phm dch v hin i, c bit l cc sn phm dch v bn l cha nhiu v tin ch cha phong ph. Sc cnh tranh ca cc sn phm dch v cn yu th hin cht lng dch v cha tt, cng tc chm sc khch hng cha c thc hin thng xuyn, cha c i ng bn hng chuyn nghip. Vic hn ch v cng ngh thng tin cng nh hng n cht lng dch v, lm chm tin trin khai sn phm dch v mi n khch hng. Mt s nguyn nhn c th thy t thc trng kinh doanh l: Dch v cn l thuc nhiu vo tn dng, khi tn dng chm tng trng dn n c cu thanh ton trong tng dch v rng gim. Bi vy, nhng kh khn trong vic m rng hot ng tn dng v tc tng trng tn dng trong nhng thng u nm cng l nguyn nhn nh hng n ngun thu dch v. Do thc hin chnh sch li sut trn ca Hip hi Ngn hng nn cng tc huy ng vn gp khng t kh khn. Sc hp dn t th trng chng khon, th trng bt ng sn, th trng vng nh hng ln n ngun vn huy ng c nhn trn a bn. Bn cnh , di sc p cnh tranh khc lit ca cc ngn hng trn a bn nn cng tc huy ng vn t dn c gp nhiu kh khn. Thiu kinh nghim trong cng tc qung b thng hiu, thiu s phi hp, gn kt cht ch gia cc b phn nghin cu sn phm dn ti vic pht trin sn phm mi cn chm so vi k hoch.

- 48 -

KT LUN CHNG 2Chng 2 gii thiu vi nt v BIDV Chi Nhnh TPHCM cng nh a ra mt danh mc cc sn phm dch v in hnh BIDV cung cp cho khch hng. Chng 2 nu ln bc tranh ton cnh v hot ng dch v ca BIDV. Trong , ghi nhn nhng kt qu BIDV t c sau mt thi gian i mi v pht trin, ng thi cng nu ln mt s im cn khc phc trong iu kin cnh tranh hin nay. Tn ti c bn ca h thng dch v BIDV l hn ch v s lng v cht lng dch v. Ngoi ra, t trng thu nhp cc loi dch v cha hp l, dch v cha to c thng hiu ring. Chng 3 s tin hnh kho st thc t da vo kin nh gi ca khch hng thng qua bng cu hi iu tra.

- 49 -

CHNG 3 - KHO ST S HI LNG CA KHCH HNG TI BIDV CHI NHNH TPHCM3.1 M hnh kho st Nh trnh by phn i tng v phm vi nghin cu, lun vn s tp trung ch yu vo nhm khch hng doanh nghip. Theo cc m hnh nghin cu chng th nht, kho st s hi lng ca khch hng, nhiu tc gi a ra nhng tiu ch khc nhau. Tuy nhin, c kt lun chnh xc hn v s hi lng ca khch hng i vi BIDV, m hnh kho st theo nm tiu ch nh sau: Thi gian s dng dch v S lng dch v khch hng s dng S lng ngn hng giao dch Tip tc s dng sn phm dch v ca ngn hng Mc hi lng ca khch hng khi giao dch vi ngn hng 3.2 Quy trnh kho st Bc 1: Xy dng bng cu hi Giai on 1: Xy dng bng cu hi th (ph lc 1) da trn nn tng cc thng tin cn thu thp trong m hnh l thuyt v cc nghin cu v s hi lng c lin quan. Giai on 2: Chn lc v hiu chnh cc cu hi da trn kin ng gp ca chuyn gia. Phng vn th 10 khch hng ngu nhin kim tra mc r rng ca bng cu hi, qua ghi nhn kin ban u ca h v sn phm dch v ngn hng v cc mong mun ca h i vi ngn hng. Giai on 3: Hiu chnh v hon tt bng cu hi ln cui, tin hnh gi bng cu hi chnh thc (ph lc 2). Bc 2: Xc nh s lng mu cn thit v thang o cho vic kho st

- 50 -

Kch thc mu d tnh l n=142. Hin nay, theo nhiu nh nghin cu, vn kch thc mu l bao nhiu, nh th no l ln vn cha c xc nh r rng. Hn na, kch thc mu cn ty thuc vo cc phng php c lng s dng trong nghin cu c th. Theo mt s nghin cu, tnh i din ca s lng mu c la chn kho st s thch hp nu kch thc mu l 5 mu cho mt c lng. M hnh kho st trong lun vn bao gm 7 nhn t c lp vi 28 bin quan st. Do , s lng mu cn thit l t 28x5=140 mu tr ln. Vy s lng mu dng trong kho st l n=142 nn tnh i din ca mu c m bo cho vic kho st. Mt trong nhng hnh thc o lng s dng ph bin nht trong nghin cu nh lng l thang o Likert. N bao gm 5 cp ph bin t 1 n 5 tm hiu mc nh gi ca ngi tr li. V vy, bng cu hi c thit k t 1 l hon ton ng n 5 l hon ton khng ng . Bc 3: Gi phiu iu tra cho khch hng 200 phiu iu tra c gi cho khch hng ti quy giao dch v thng qua ng bu in vi s h tr ca b phn dch v khch hng doanh nghip. Danh sch khch hng nhn phiu iu tra c la chn mt cch ngu nhin trn c s d liu ca ngn hng. Bc 4: Lin h vi khch hng theo di kt qu tr li Sau mt tun, nu khng nhn c phn hi t pha khch hng th ngi gi s gi in thoi li nh khch hng tr li. i vi phiu iu tra t ti quy th khch hng khi n giao dch ti ngn hng c th tr li v gi li cho nhn vin lin ngay . Bc 5: Thu nhn phn hi t pha khch hng c 167 phiu iu tra c thu nhn (131 phiu nhn ti quy giao dch v 36 phiu nhn qua ng bu in) vi t l phn hi l 83,50%, trong c

- 51 -

25 phiu b loi do khng hp l. Do , s lng mu cn li a vo phn tch l 142 phiu. Bc 6: X l d liu thng qua vic s dng cng c phn tch SPSS Ni dung d liu D liu bng cu hi (ph lc 2) c thit k vi 28 thang o o lng cc nhn t em n s hi lng ca khch hng v bn thang o xc nh mc hi lng ca khch hng khi giao dch vi ngn hng bao gm 5 phn chnh vi 7 cu hi c ni dung nh sau: Section 1: Mt s thng tin v khch hng Q1: Thi gian khch hng s dng dch v ngn hng Q2: S lng dch v ngn hng khch hng ang s dng Q3: S lng ngn hng m khch hng giao dch Section 2: Nhu cu ca khch hng trong tng lai Section 3: Cc nhn t tc ng n s hi lng ca khch hng Section 4: Mc hi lng ca khch hng Q4: Tng th cht lng dch v Q5: Tng th gi c dch v Q6: Mc hi lng chung ca khch hng Section 5: Kin ngh ca khch hng M ha d liu: Sau khi thu thp c s lng mu thch hp, tc gi s dng cng c SPSS phn tch d liu vi cc thang o c m ha nh trong bng sau v kt qu chi tit s c trnh by phn tip theo. Bng 3.1 : Tng hp cc thang o c m ha

STT

M ha

Din gii Thi gian s dng dch v ca BIDV Sn phm qun l tin

1 2

tgsd qlt

- 52 -

STT

M ha

Din gii Sn phm tn dng Dch v thanh ton quc t Sn phm kinh doanh tin t Dch v ngn hng hin i S lng ngn hng Cng ty giao dch BIDV l Ngn hng chnh thc trong vic thc hin cc giao dch ca Cng ty Cng ty sn sng tm n BIDV khi c nhu cu trong thi gian ti TIN CY

3 4 5 6 7 8 9 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19

td ttqt kdtt nhhd slgd nhc nctl DTC1 DTC2 DTC3 DTC4 DTC5 DTC6 DTC7 DPH1 DPH2 DPH3 DPH4 KN1 KN2 KN3 DTCN1 DTCN2 DTCN3 DTCN4 DTCN5

BIDV l ngn hng c khch hng tn nhim BIDV bo mt tt thng tin khch hng H thng my ATM lun hot ng tt Giy t, biu mu, phiu s dng trong giao dch c thit k n gin, r rng Th tc thc hin giao dch ti BIDV n gin, thun tin Thi gian x l giao dch ti BIDV nhanh Thi gian khch hng ngi ch n lt giao dch ngn PHN HI Nhn vin BIDV hng dn th tc cho khch hng y v d hiu Nhn vin BIDV c thi lch thip, thn thin vi khch hng Nhn vin BIDV phc v cng bng vi tt c khch hng ca mnh Nhn vin BIDV sn sng gip khch hng K NNG Nhn vin BIDV t vn v tr li tha ng cc thc mc ca KH Nhn vin BIDV gii quyt khiu ni nhanh chng, hp l Nhn vin BIDV x l nghip v nhanh chng, chnh xc TIP CN Mng li giao dch rng khp Cch b tr cc quy giao dch hp l, gip khch hng d nhn bit Cc tin nghi phc v khch hng tt (trang thit b, nh v sinh, bo, nc ung...) Ni xe thun tin Cc chc nng trn my ATM, Internetbanking... c thit k d s dng

- 53 -

STT

M ha THNG TIN

Din gii

20 21 22 23 24 25 26 27 28 1 2 3 4 5 6 7 8

TT1 TT2 TT3 CL1 CL2 CL3 HL1 HL2 HL3DTC DPH KN DTCN TT CL HL SLSP

Thng tin BIDV cung cp cho khch hng lun chnh xc v y Thng tin do BIDV cung cp d tip cn (web, bo ch, t ri...) BIDV lun cung cp thng tin kp thi cho khch hng CHT LNG SN PHM DCH V Ph giao dch hp l Mc li sut hp dn Sn phm a dng, p ng nhu cu ca khch hng MC HI LNG KHI GIAO DCH VI BIDV Nhn chung Anh/Ch hon ton hi lng vi cht lng dch v ca BIDV Nhn chung Anh/Ch hon ton hi lng vi gi c dch v ca BIDV Mt cch tng qut Anh/Ch hon ton hi lng khi giao dch vi BIDV tin cy phn hi K nng tip cn Thng tin Cht lng sn phm dch v Mc hi lng S lng sn phm dch v

3.3 Kt qu kho st 3.3.1 Phn tch m hnh 3.3.1.1 Phn tch m t Thi gian s dng dch v ca khch hng ti BIDV Bng 3.2 : Thng k m t thi gian s dng dch v ca khch hngDescriptive Statistics N tgsd Valid N (listwise) 142 142 Minimum 1 Maximum 4 Mean 3.50 Std. Deviation .873

- 54 -

Trong 142 doanh nghip c kho st th thi gian doanh nghip giao dch vi BIDV a s l nhng doanh nghip c quan h lu nm vi ngn hng (gi tr trung bnh l 3.50). Hnh 3.1 : Biu thi gian khch hng s dng dch v ti BIDV Thi gian khch hng s dng dch v ti BIDV80.00 70.00 60.00 50.00 40.00 30.00 20.00 10.00 0.00 4.93 Di 1 nm 10.56 14.08 70.42

1-2 nm

2-3 nm

Trn 3 nm

Thi gian (nm)

Nhn vo th trn ta thy s lng doanh nghip c thi gian giao dch trn 3 nm chim t l 70,42%. Doanh nghip mi giao dch trong nm chim 4,93%. S lng sn phm dch v doanh nghip s dng ti BIDV Bng 3.3 : Thng k m t s lng sn phm dch v doanh nghip s dngDescriptive Statistics N qlt td ttqt kdtt nhhd Valid N (listwise) 142 142 142 142 142 142 Minimum 0 0 0 0 0 Maximum 4 4 3 2 4 Mean 1.52 1.18 .74 .49 .57 Std. Deviation .760 1.262 .965 .671 .748

Trong cc sn phm dch v BIDV cung cp cho khch hng doanh nghip th sn phm qun l tin c cc doanh nghip s dng nhiu nht (gi tr trung bnh l 1.52), k n l sn phm tn dng (1.18), dch v thanh

- 55 -

ton quc t (0.74). Sn phm kinh doanh tin t, y l sn phm mi nn s lng doanh nghip s dng chim t trng thp nht (0.49). i vi sn phm dch v ngn hng hin i, tuy BIDV cung cp cho doanh nghip bn loi sn phm khc nhau nhng mi doanh nghip ch la cho mt loi sn phm mang li tin ch cho h nht. Gi tr trung bnh l 0.57 cho thy hn mt na s lng khch hng kho st s dng sn phm dch v ny ca ngn hng. Nhn chung, cc doanh nghip cha s dng ti a cc sn phm dch v m BIDV cung cp cho h. S lng ngn hng doanh nghip giao dch Bng 3.4 : Thng k m t s lng ngn hng doanh nghip giao dchDescriptive Statistics N slgd Valid N (listwise) 142 142 Minimum 1 Maximum 4 Mean 1.87 Std. Deviation .952

Cc doanh nghip ngoi giao dch vi BIDV, h cn c quan h vi mt s ngn hng khc. Gi tr trung bnh trong bng kho st l 1.87 cho thy phn ln cc doanh nghip c quan h giao dch trn 3 ngn hng ti thi im kho st. Doanh nghip c xem BIDV l ngn hng chnh thc v c sn sng tm n BIDV khi c nhu cu trong tng lai? Bng 3.5 : Thng k m t nh gi v duy tr giao dch ca khch hng

Frequency Tablenhc Cumulative Percent 91.5 100.0

Valid

co khong Total

Frequency 130 12 142

Percent 91.5 8.5 100.0

Valid Percent 91.5 8.5 100.0

- 56 -

nctl Cumulative Percent 93.7 100.0

Valid

co khong Total

Frequency 133 9 142

Percent 93.7 6.3 100.0

Valid Percent 93.7 6.3 100.0

Qua hai bng tn s trn ta thy t l t trn 90%, ch c 12 doanh nghip trn tng s 142 doanh nghip kho st khng xem BIDV l ngn hng chnh thc trong vic thc hin cc giao dch ca doanh nghip mnh. V 9 doanh nghip khng sn sng tm n BIDV khi c nhu cu trong tng lai. Phn tch cc yu t nh gi mc hi lng ca khch hng doanh nghip khi giao dch ti BIDV Bng 3.6 : Thng k m t cc yu t nh gi mc hi lngDescriptive Statistics N DTC1 DTC2 DTC3 DTC4 DTC5 DTC6 DTC7 DPH1 DPH2 DPH3 DPH4 KN1 KN2 KN3 DTCN1 DTCN2 DTCN3 DTCN4 DTCN5 TT1 TT2 TT3 CL1 CL2 CL3 Valid N (listwise) 142 142 142 142 142 142 142 142 142 142 142 142 142 142 142 142 142 142 142 142 142 142 142 142 142 142 Minimum 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 Maximum 3 4 5 4 3 4 5 3 4 3 3 4 4 4 4 4 4 5 4 3 4 3 4 4 3 Mean 1.60 1.70 2.13 1.86 1.93 2.05 2.25 1.74 1.63 1.80 1.68 1.85 1.93 1.89 2.07 2.01 2.06 2.93 2.21 1.94 2.16 2.11 2.05 2.36 2.29 Std. Deviation .572 .661 .901 .740 .721 .793 .877 .660 .637 .669 .645 .684 .721 .706 .759 .674 .765 1.096 .779 .712 .759 .722 .677 .718 .669

- 57 -

Vi 5 thang o tng ng vi 1 l hon ton ng n 5 l hon ton khng ng , ta thy yu t c khch hng ng nhiu nht l DTC1 tc l BIDV l ngn hng c khch hng tn nhim (gi tr trung bnh l 1.60). Yu t khch hng t ng nht l DTCN4 Ni xe thun tin (2.93). Khch hng doanh nghip khi giao dch vi ngn hng thng h s dng xe cng ty nht l nhng cng ty giao dch np v rt tin mt ti quy. Tuy nhin, bi gi xe ca ngn hng khng ch ngay c nhng khch hng thng xuyn n giao dch. Bn cnh , mt s yu t khng c khch hng nh gi cao. l CL2 Mc li sut hp dn (2.36), CL3 Sn phm a dng, p ng nhu cu ca khch hng (2.29), n lt giao dch ngn (2.25). 3.3.1.2 Phn tch tng quan v hi quy Phn tch tng quan + Mi tng quan gia thi gian s dng dch v, s lng sn phm dch v doanh nghip s dng v vic doanh nghip xem BIDV l ngn hng chnh thc trong vic thc hin cc giao dch: Bng 3.7 : Kt qu phn tch tng quan v thi gian s dng, s lng s dng v vic doanh nghip xem BIDV l ngn hng chnhCorrelations tgsd tgsd Pearson Correlation Sig. (2-tailed) N SLSP Pearson Correlation Sig. (2-tailed) N nhc Pearson Correlation Sig. (2-tailed) N 1 142 .185(*) .027 142 .175(*) .038 SLSP .185(*) .027 142 1 142 -.255(**) .002 142 nhc .175(*) .038 142 -.255(**) .002 142 1

DTC7 Thi gian khch hng ngi ch

142 142 * Correlation is significant at the 0.05 level (2-tailed). ** Correlation is significant at the 0.01 level (2-tailed).

Gia thi gian s dng dch v v s lng sn phm dch v doanh nghip s dng c mi tng quan cng chiu v kh cht ch (sig. = 0.027 0 cho thy cc bin c lp tc ng thun chiu vi mc hi lng ca khch hng. Nh vy, ngn hng phi n lc ci tin nhng nhn t ny nng cao s hi lng ca khch hng. 3.3.2 Kim nh m hnh 3.3.2.1 Kim nh tin cy ca thang o H s Cronbachs Alpha l mt php kim nh thng k dng kim tra s cht ch v tng quan gia cc bin quan st. iu ny lin quan n hai kha cnh l tng quan gia bn thn cc bin v tng quan ca cc im s ca tng bin vi im s ton b cc bin ca mi ngi tr li. Phng php ny cho php ngi phn tch loi b nhng bin khng ph hp v hn ch cc bin rc trong m hnh nghin cu v nu khng chng ta khng th bit c chnh xc bin thin cng nh li ca cc bin. Theo , ch nhng bin c h s tng quan tng bin ph hp (Corrected Item-Total Correlation) ln hn 0.3 v c h s Alpha ln hn 0.6 mi c xem l chp nhn c v thch hp a vo nhng bc phn tch tip theo. Cng theo nhiu nh nghin cu, nn Cronbachs Alpha t t 0.8 tr ln th thang o lng l tt v mc tng quan s cng cao hn.

- 62 -

Bng 3.11 : Kt qu kim nh tin cy ca thang oItem-Total Statistics Scale Variance if Item Deleted 169.411 168.407 162.543 165.413 164.979 163.314 161.390 165.713 167.489 165.624 166.193 164.280 164.468 164.284 164.732 165.378 166.425 163.461 163.609 164.448 164.222 164.182 167.328 166.523 166.593 Corrected Item-Total Correlation .621 .591 .680 .685 .728 .742 .756 .756 .673 .750 .744 .813 .757 .785 .702 .759 .607 .511 .741 .768 .729 .773 .639 .645 .692 Cronbach's Alpha if Item Deleted .961 .961 .961 .961 .960 .960 .960 .960 .961 .960 .960 .960 .960 .960 .960 .960 .961 .964 .960 .960 .960 .960 .961 .961 .961

DTC1 DTC2 DTC3 DTC4 DTC5 DTC6 DTC7 DPH1 DPH2 DPH3 DPH4 KN1 KN2 KN3 DTCN1 DTCN2 DTCN3 DTCN4 DTCN5 TT1 TT2 TT3 CL1 CL2 CL3

Scale Mean if Item Deleted 48.63 48.53 48.10 48.37 48.30 48.18 47.99 48.49 48.61 48.44 48.55 48.38 48.30 48.35 48.16 48.22 48.17 47.30 48.02 48.29 48.07 48.13 48.18 47.87 47.94

Nhn vo bng trn, chng ta c th thy h s tng quan tng bin ca tt c cc bin quan st u ln hn 0.3 chng t thang o lng l tt v mc tng quan cao. 3.3.2.2 Kim nh hin tng a cng tuyn ca ng hi quy a cng tuyn l trng thi trong cc bin c lp c tng quan cht ch vi nhau. Nhn vo bng sau, ta thy cc bin c gi tr sig. rt nh cho thy m hnh s dng l ph hp v cc bin u t tiu chun chp nhn (Tolerance>0,0001). Thm vo , tiu ch Collinearity diagnostics (chun on hin tng a cng tuyn) vi h s phng i phng sai VIF

- 63 -

(Variance inflation factor) ca cc bin c lp trong m hnh u nh hn 10 th hin tnh a cng tuyn ca cc bin c lp l khng ng k. Bng 3.12 : Kt qu kim nh hin tng a cng tuyn ca ng hi quyCoefficientsa Standardiz ed Coefficient s Beta t -.950 .332 .012 .112 .059 .099 .369 3.909 .164 1.360 .771 1.254 5.439 Sig. .344 .000 .870 .176 .442 .212 .000 .253 .370 .269 .315 .292 .395 3.959 2.700 3.714 3.173 3.426 2.532

Unstandardized Coefficients Model 1 B (Cons tant) DTC DPH KN DTCN TT CL -.102 .345 .012 .105 .057 .092 .374 Std. Error .107 .088 .072 .077 .073 .073 .069

Collinearity Statistics Toleranc e VIF

a. Dependent Variable: HL

3.3.2.3 Kim nh Anova Phn tch Anova xem xt mi quan h gia thi gian s dng dch v v s lng ngn hng giao dch c tc ng nh th no n vic doanh nghip xem BIDV l ngn hng chnh. + Gi thuyt Ho: Khng c s khc bit gia cc nhm khch hng c thi gian s dng dch v khc nhau. + Gi thuyt H1: Khng c s khc bit gia cc nhm khch hng c s lng ngn hng giao dch khc nhau. Bng 3.13 : Kt qu kim nh AnovaANOVA Sum of Squares 3.277 104.223 107.500 31.225 96.494 127.718 df 1 140 141 1 140 141 31.225 .689 45.303 .000 Mean Square 3.277 .744 F 4.402 Sig. .038

tgsd

slgd

Between Groups Within Gr