Upload
tranduchung
View
27
Download
0
Embed Size (px)
Citation preview
B GIO DC V O TO
TRNG I HC NHA TRANG
----------
V TRN NGUYN MINH
NGHIN CU CC NHN T NH HNG N LNG
TRUNG THNH CA KHCH HNG TI NGN HNG
CHU CHI NHNH KHNH HA
Chuyn ngnh: Qun tr kinh doanh
M ngnh: 60.34.05
LUN VN THC S
NGI HNG DN: TS. T TH HIN VINH
ThS. L CH CNG
NHA TRANG - NM 2012
i
LI CAM OAN
Ti xin cam oan lun vn Nghin cu cc nhn t nh hng n lng trung
thnh ca khch hng ti Ngn hng Chu - chi nhnh Khnh Ha l cng trnh
nghin cu ca bn thn. Cc s liu trong lun vn l trung thc, chnh xc, c ngun
gc r rng v c php cng b.
Nha Trang, thng 09 nm 2012
Tc gi lun vn
V Trn Nguyn Minh
ii
LI CM N
Ti xin chn thnh cm n Ban Gim hiu, Qu thy c trng i hc Nha
Trang ging dy v truyn t cho ti nhng kin thc lm nn tng cho vic thc
hin lun vn ny.
c bit ti xin gi li cm n su sc n Tin s T Th Hin Vinh v ThS
NCS L Ch Cng ng h, tn tnh hng dn ti thc hin v hon thnh lun vn
cao hc ny.
Ti cng xin chn thnh cm n n Ban Gim c Ngn hng TMCP Chu
Chi nhnh Khnh Ha cng nh cc bn b, ng nghip, gia nh h tr, to mi
iu kin thun li, ng vin, gip ti v thi gian, vt cht, tinh thn ti hon
thnh lun vn ny.
Lun vn ny chc chn khng th trnh khi nhng thiu st, ti rt mong
nhn c nhng kin ng gp chn thnh ca Qu thy c v cc bn.
Hc vin
V Trn Nguyn Minh
iii
MC LC
LI CAM OAN............................................................................................................ i
LI CM N................................................................................................................. ii
MC LC ..................................................................................................................... iii
DANH MC CC CH VIT TT............................................................................ vi
DANH MC CC HNH ............................................................................................ vii
DANH MC CC BIU ..................................................................................... viii
DANH MC CC BNG............................................................................................ ix
PHN M U .............................................................................................................1
CHNG I. C S L LUN V M HNH NGHIN CU..................................6
1.1. t vn .............................................................................................................6
1.2. Lng trung thnh ca khch hng.........................................................................6
1.2.1. Khi nim lng trung thnh ca khch hng..................................................6
1.2.2. Mt s m hnh nghin cu lng trung thnh ca khch hng ....................10
1.3. Cc nhn t nh hng n lng trung thnh ca khch hng ...........................17
1.3.1. Cht lng dch v.......................................................................................17
1.3.1.1. Khi nim cht lng dch v ...............................................................17
1.3.1.2. M hnh nh gi cht lng dch v....................................................18
1.3.1.3. Mi quan h gia cht lng dch v vi s tha mn v lng
trung thnh ca khch hng................................................................................22
1.3.2. S tha mn ca khch hng........................................................................23
1.3.2.1. Khi nim s tha mn ca khch hng................................................23
1.3.2.2. Mi quan h gia s tha mn vi lng trung thnh ca khch hng ..........23
1.3.3. Hnh nh thng hiu...................................................................................24
1.3.3.1.Khi nim hnh nh thng hiu ............................................................24
1.3.3.2. Mi quan h gia hnh nh thng hiu, s tha mn v lng
trung thnh ca khch hng................................................................................24
1.3.4. Gi tr cm nhn ...........................................................................................25
1.3.4.1. Khi nim gi tr cm nhn ...................................................................25
1.3.4.2. Mi quan h gia gi tr cm nhn, s tha mn v lng trung
thnh ca khch hng .........................................................................................26
iv
1.3.5. Chi ph chuyn i .......................................................................................26
1.3.5.1. Khi nim chi ph chuyn i................................................................26
1.3.5.2. Mi quan h gia chi ph chuyn i vi s tha mn v lng
trung thnh ca khch hng................................................................................27
1.4. xut m hnh nghin cu v cc gi thuyt...................................................28
1.4.1. C s xut m hnh nghin cu ..............................................................28
1.4.2. M hnh xut v cc gi thuyt ...............................................................29
CHNG II. PHNG PHP NGHIN CU..........................................................31
2.1. Thit k nghin cu ............................................................................................31
2.1.1. Phng php ................................................................................................31
2.1.2. Quy trnh nghin cu ...................................................................................31
2.2. Xy dng thang o..............................................................................................34
2.2.1. Thang o cht lng dch v (CLDV) .........................................................35
2.2.2. Thang o s tha mn ca khch hng (HL) ...............................................37
2.2.3. Thang o gi tr cm nhn (GCC)................................................................37
2.2.4. Thang o hnh nh thng hiu (TH) ..........................................................38
2.2.5. Thang o chi ph chuyn i (C)...............................................................38
2.2.6. Thang o lng trung thnh ca khch hng (ID) .........................................39
2.3. Mu nghin cu ..................................................................................................39
CHNG III. KT QU NGHIN CU ...................................................................41
3.1. Tng quan v Ngn hng ACB Chi nhnh Khnh Ha ......................................41
3.1.1.Gii thiu v ACB.........................................................................................41
3.1.2.Gii thiu v ACB Chi nhnh Khnh Ha....................................................42
3.1.2.1. Qu trnh hnh thnh v pht trin.........................................................42
3.1.2.2. Lnh vc hot ng................................................................................43
3.1.2.3. C cu t chc qun l ca Ngn hng ACB Chi nhnh Khnh Ha ..........43
3.1.2.4. Thc trng hot ng kinh doanh ca ACB Chi nhnh Khnh Ha .....44
3.2. M t mu nghin cu ........................................................................................50
3.3. nh gi thang o ...............................................................................................53
3.3.1. nh gi thang o bng h s tin cy Cronbach Alpha ...............................53
3.3.2. nh gi thang o bng phn tch nhn t khm ph EFA..........................59
3.3.2.1. EFA cho thang o cht lng dch v ngn hng..................................59
v
3.3.2.2. EFA cho cc yu t nh hng lng trung thnh ca khch hng ........61
3.3.3. iu chnh m hnh nghin cu ...................................................................62
3.3.4. Kim nh thang o bng phn tch nhn t khng nh (CFA) ..................62
3.3.4.1. Kim nh thang o cht lng dch v ngn hng ..............................63
3.3.4.2. Kim nh thang o cc thnh phn cn li trong m hnh lng
trung thnh..........................................................................................................67
3.3.5. Kim nh m hnh nghin cu....................................................................70
3.3.5.1. Kim nh m hnh nghin cu (SEM) mi quan h gia cht
lng dch v, s tha mn, hnh nh thng hiu, gi tr cm nhn v
lng trung thnh ca khch hng........................................................................70
3.3.5.2. Kim nh vai tr tit ch (Moderator) ca chi ph chuyn i
trong mi quan h gia s tha mn vi lng trung thnh ca khch hng ......73
3.3.6. Kt lun v m hnh o lng cc nhn t nh hng n lng trung
thnh ca khch hng ti ngn hng ACB Chi nhnh Khnh Ha ........................75
CHNG IV. KIN NGH MT S GII PHP NHM NNG CAO LNG
TRUNG THNH CA KHCH HNG I VI NGN HNG ACB CHI
NHNH KHNH HA................................................................................................80
4.1. Kt qu ng gp ca nghin cu ......................................................................80
4.2. Kin ngh mt s gii php nhm nng cao lng trung thnh ca khch
hng ti ngn hng ACB Chi nhnh Khnh Ha .......................................................82
4.2.1. Nhm gii php nng cao s tha mn ca khch hng ..............................82
4.2.2. Nhm gii php nng cao lng trung thnh ca khch hng .......................85
4.3. Hn ch ca ti v hng nghin cu tip theo .............................................86
KT LUN ...................................................................................................................88
DANH MC TI LIU THAM KHO ......................................................................90
PH LC I....................................................................................................................96
PH LC II.................................................................................................................101
PH LC III ...............................................................................................................106
PH LC IV...............................................................................................................117
PH LC V..........................................................................................................................130
PH LC VI ........................................................................................................................139
vi
DANH MC CC CH VIT TT
ACB (Asian Commercial Bank): Ngn hng Thng mi C phn Chu
CFA (Confirmed Factor Analysis): Phn tch nhn t khng nh
EFA (Exploration Factor Analysis): Phn tch nhn t khm ph
NHTM: Ngn hng thng mi
SEM (Structural Equation Modelling): M hnh phng trnh cu trc
SPSS (Statistical Package for Social Sciences): Phn mm x l s liu thng k dng
trong cc ngnh khoa hc x hi
TCTD: T chc tn dng
TMCP: Thng mi c phn
vii
DANH MC CC HNH
Hnh 1.1: M hnh ch s hi lng khch hng ca M ................................................11
Hnh 1.2: M hnh ch s hi lng khch hng ca cc quc gia chu u ...................12
Hnh 1.3: Cc nhn t nh hng n lng trung thnh ca khch hng trong h
thng ngn hng.............................................................................................................12
Hnh 1.4: M hnh v mi quan h gia hnh nh, cht lng dch v ngn hng,
s hi lng v s trung thnh ca khch hng...............................................................13
Hnh 1.5: M hnh v mi quan h gia s tha mn, uy tn thng hiu, chi ph
chuyn i, chi ph tm kim v lng trung thnh ca khch hng...............................14
Hnh 1.6: Mi quan h gia nhn thc v cht lng dch v, s tha mn khch
hng, nh tng cng s dng dch v ngn hng v lng trung thnh ca
khch hng.....................................................................................................................15
Hnh 1.7: M hnh nghin cu lng trung thnh khch hng trong lnh vc ngn
hng ...............................................................................................................................17
Hnh 1.8 : M hnh cht lng dch v .........................................................................21
Hnh 1.9: xut m hnh nghin cu .........................................................................30
Hnh 2.1: Quy trnh nghin cu.....................................................................................32
Hnh 3.1: S c cu t chc Ngn hng ACB Chi nhnh Khnh Ha.....................44
Hnh 3.2: M hnh CFA ca thnh phn cht lng dch v ........................................66
Hnh 3.3: M hnh CFA cc thnh phn cn li ca m hnh lng trung thnh
khch hng.....................................................................................................................69
Hnh 3.4: M hnh SEM chun ha...............................................................................71
Hnh 3.5: Vai tr tit ch (Moderator) ca chi ph chuyn i trong mi quan h
gia s tha mn v lng trung thnh ca khch hng .................................................74
viii
DANH MC CC BIU
Biu 3.1: Hot ng huy ng vn...........................................................................45
Biu 3.2: Hot ng cho vay ....................................................................................47
Biu 3.3: Tnh hnh ti sn .......................................................................................50
Biu 3.4: Kt qu hot ng kinh doanh ..................................................................50
Biu 3.5: Thng k s lng khch hng s dng cc sn phm/dch v ...............52
ca cc ngn hng khc nhau trn a bn tnh Khnh Ha..........................................52
Biu 3.6: Thng k s lng khch hng s dng cc sn phm/dch v ca
cc ngn hng ACB Chi nhnh Khnh Ha ..................................................................53
ix
DANH MC CC BNG
Bng 1.1: Cc thnh phn ca cht lng dch v ........................................................19
Bng 1.2: Nm thnh phn c bn ca cht lng dch v...........................................20
Bng 1.3: Cc bin quan st o lng cht lng dch v .......................................22
Bng 2.1: Tin thc hin nghin cu .......................................................................31
Bng 2.2: Thang o s tin cy (10 ch bo) ..................................................................35
Bng 2.3: Thang o s p ng (05 ch bo) ................................................................36
Bng 2.4: Thang o nng lc phc v (04 ch bo) ......................................................36
Bng 2.5: Thang o s ng cm (05 ch bo)..............................................................36
Bng 2.6: Thang o phng tin hu hnh (05 ch bo) ...............................................37
Bng 2.7: Thang o s tha mn ca khch hng (05 ch bo) ....................................37
Bng 2.8: Thang o gi tr cm nhn (06 ch bo) ........................................................38
Bng 2.9: Thang o hnh nh thng hiu (07 ch bo)................................................38
Bng 2.10: Thang o chi ph chuyn i (06 ch bo) ..................................................39
Bng 2.11: Thang o lng trung thnh ca khch hng (06 ch bo) ...........................39
Bng 3.1: Tnh hnh huy ng vn theo i tng khch hng ca Ngn hng
ACB Chi nhnh Khnh Ha t 2009 n thng 6/2012................................................46
Bng 3.2: Tnh hnh huy ng vn theo k hn ca Ngn hng ACB Chi nhnh
Khnh Ha t 2009 n thng 6/2012...........................................................................46
Bng 3.3: Tnh hnh cho vay theo i tng khch hng ca Ngn hng ACB Chi
nhnh Khnh Ha t 2009 n thng 6/2012................................................................48
Bng 3.4: Tnh hnh cho vay theo k hn ca Ngn hng ACB Chi nhnh Khnh
Ha t 2009 n thng 6/2012 ......................................................................................48
Bng 3.5: Tnh hnh n xu ca Ngn hng ACB Chi nhnh Khnh Ha t 2009
n thng 6/2012 ...........................................................................................................49
Bng 3.6: Chi tit thu nhp ca Ngn hng ACB Chi nhnh Khnh Ha t 2009
n thng 6/2012 ...........................................................................................................49
Bng 3.7: M t mu nghin cu ..................................................................................51
Bng 3.8: Mc thng xuyn s dng dch v ca ngn hng ACB Chi nhnh
Khnh Ha.....................................................................................................................51
x
Bng 3.9: Kt qu phn tch Cronbach Alpha (ln 1) ...................................................54
Bng 3.10: Kt qu phn tch Cronbach Alpha (ln 2) .................................................57
Bng 3.11: Kt qu phn tch EFA cho cht lng dch v ngn hng ........................60
Bng 3.12: Kt qu phn tch EFA cho cc yu t nh hng lng trung thnh
dch v ngn hng..........................................................................................................61
Bng 3.13: Cc thang o, trng s nhn t, tin cy v phng sai trch ca cc
thang o khi nim cht lng dch v ngn hng........................................................64
Bng 3.14: Kt qu kim nh gi tr phn bit gia cc thnh phn ca thang o
cht lng dch v ........................................................................................................65
Bng 3.15: Cc thang o, trng s nhn t v tin cy ca cc thang o khi
nim lng trung thnh khch hng ................................................................................67
Bng 3.16: Kt qu kim nh gi tr phn bit gia cc thnh phn ca thang o
lng trung thnh khch hng cng nh gia chng vi khi nim lng trung
thnh ..............................................................................................................................68
Bng 3.17: Kt qu kim nh mi quan h nhn qu gia cc khi nim trong
m hnh nghin cu (chun ha) ...................................................................................72
Bng 3.18: Cc quan h gi thuyt ................................................................................73
Bng 3.19: Kt qu kim nh vai tr tit ch ca chi ph chuyn i trong mi
quan h gia s tha mn v lng trung thnh ca khch hng....................................74
Bng 3.20: nh gi lng trung thnh ca khch hng vi cht lng dch v ...........75
1
PHN M U
1. S cn thit phi nghin cu
Ngy nay hu ht cc cng ty u phi ng u vi s canh tranh gay gt
trn thng trng. iu ny lm cho nhiu doanh nghip coi thng trng nh l
chin trng v phi chp nhn quy lut cnh tranh cng nh s o thi khi th
trng. V th, nhm nng cao nng lc cnh tranh nhiu cng ty khng ch quan tm
n vic nng cao cht lng sn phm, gim gi bn m cn ch trng n vic thu
ht v duy tr c khch hng. S trung thnh ca khch hng ngy nay c xem l
ti sn qu ca cc cng ty. Nhiu nghin cu trong lnh vc kinh doanh ni chung v
dch v ni ring ch ra rng s tng ln 5% ca khch hng trung thnh vi cc cng
ty cung cp dch v c th lm tng khong 25-95% li nhun trong ngnh kinh doanh
(Chi v cng s 2008). Mt s nghin cu khc cng ch ra rng vic gim i 5% s
khch hng t b cng ty cung cp dch v s gip li nhun ca h tng ln 75%
(Reichheld v Sasser 1990; Augustyn v cng s 1998). Thm vo , chi ph duy
tr s trung thnh ca khch hng s thp hn nhiu so vi chi ph cc doanh nghip
thu ht khch hng mi (Beerli v cng s 2004).
Cc nghin cu da trn s trung thnh ca khch hng i vi dch v ngn
hng ch ra rng mt trong nhng nhn t khuyn khch quay tr li ca khch hng
chnh l s tha mn ca h vi cht lng dch v c cung cp trc y (Beerli v
cng s 2004; Blomer v cng s 1998). Tuy nhin, ng c chnh ca s tha mn
chnh l nhn thc ca khch hng v cht lng dch v ti ngn hng (Carman
1990; Cohen v cng s 2006). Cht lng dch v ca ngn hng c cp bao
gm cc thnh phn khc nhau t tin cy, s p ng, nng lc phc
v(Parasuraman 1988). Trong mt s nghin cu lnh vc ngn hng, cc yu t
c cp trn xem nh l hnh nh/cht lng ca ngn hng (Blomer v cng s
1998). Thm vo , s nh gi ca khch i vi cht lng dch v ti ngn hng
thng da vo cc thnh phn khc nhau ca cht lng dch v cng nh s phc
tp trong qu trnh xem xt n nhng tri nghim (nhiu hoc t) vi nhng kha cnh
cht lng ti mt hoc mt s ngn hng (Blomer v cng s 1998).
i vi ngn hng ACB Chi nhnh Khnh Ha, trong bi cnh xut hin nhiu
2
ngn hng mi trn a bn, s canh tranh gia cc ngn hng l iu khng th trnh
khi. V th, vic khng ngng nng cao cht lng dch v nhm p ng i hi
ngy cng cao ca khch hng, gip khch hng hi lng hn vi cc dch v c
cung cp t xy dng lng trung thnh ca khch hng s p ng cc yu cu t
ra v mt l lun v thc tin. Xut pht t nhng l do trn, ti quyt nh chn
ti: Nghin cu cc nhn t nh hng n lng trung thnh ca khch hng ti
Ngn hng Chu - chi nhnh Khnh Ha lm ti nghin cu ca mnh.
2. Mc tiu nghin cu
Mc tiu tng qut ca nghin cu ny l kim nh cc nhn t nh hng n
lng trung thnh ca khch hng i vi ngn hng ACB Chi nhnh Khnh Ha. Trn c
s , ti a ra mt s mc tiu c th nh sau:
(1) Khm ph v xy dng thang o cc nhn t nh hng n s trung thnh
(cht lng dch v, s tha mn, gi tr cm nhn, hnh nh thng hiu, chi ph
chuyn i);
(2) Xy dng thang o s trung thnh;
(3) Xy dng m hnh l thuyt v mi quan h gia cc nhn t c xut;
(4) Kim nh m hnh thang o v m hnh l thuyt;
(5) Da vo kt qu nghin cu xut mt s gii php nhm tng cng s
trung thnh ca khch hng.
3. i tng v phm vi nghin cu
i tng ca nghin cu ny l cc khch hng (c nhn v t chc) ca chi
nhnh. Khch hng thng s dng cc dch v ch yu nh: tin gi tit kim, tin
gi thanh ton, th, chuyn tin trong v ngoi nc, Western Union, cho vay, chng
khon, bo lnh ngn hng, tn dng
Phm vi nghin cu ca ti l chi nhnh ACB Khnh Ha 80 Quang
Trung, phng giao dch Ch m, phng giao dch Phng Sn v phng giao dch
Vnh Phc. Nghin cu ny s c thc hin trong thi gian t thng 04/2012 n
09/2012.
4. Phng php nghin cu
t c cc mc tiu ch ra trn, ti ny vn dng cc phng php
nghin cu nh sau:
3
(1) Phng php nghin cu nh tnh vi k thut tho lun nhm (c p
dng cho vic nghin cu s b). Qu trnh ny cho php khm ph, iu chnh v b
sung thang o cc yu t nh hng n s trung thnh (hnh nh, gi tr cm nhn,
cht lng dch v, s tha mn,) v m hnh l thuyt c xut mi quan h
gia chng.
(2) Phng php nghin cu nh lng (c p dng cho nghin cu chnh
thc). Theo , k thut phng vn trc tip khch hng chi nhnh v 03 phng giao
dch ti thnh ph Nha Trang thng qua bng cu hi chi tit c s dng thu thp
d liu. Mu c chn theo phng php ngu nhin vi kch thc mu khong 300
(s c gii thch r trong ni dung ca ti).
Vic nh gi thang o c thc hin thng qua 02 bc. Bc nh gi s b
s dng phng php Cronbach alpha v phn tch yu t khm ph EFA thng qua
phn mm SPSS 16.0. Sau , thang o c khng nh li bng h s tin cy tng
hp, gi tr hi t, gi tr phn bit. Phng php phn tch m hnh cu trc tuyn tnh
SEM thng qua phn mm AMOS c s dng kim nh thang o v m hnh
nghin cu.
5. Tng quan v tnh hnh nghin cu
Nghin cu lin quan n lng trung thnh ca khch hng ni chung v lng
trung thnh ca khch hng i vi dch v ngn hng ni ring thu ht s quan
tm ca nhiu tc gi trong v ngoi nc. Nhn chung, trn mt kha cnh no
cc kt qu nghin cu gp phn khng nh trong vic pht hin nhng yu t mi,
mi quan h mi, cng nh b sung vo thang o lng lng trung thnh ca khch
hng. Trong phn ny, tc gi xin cp mt cch tng qut mt s nghin cu trn
th gii v trong nc lin quan n lng trung thnh mt s lnh vc dch v trong
c lnh vc ngn hng. Da trn c s , vic xem xt cc l thuyt lin quan n
lng trung thnh s c pht trin trong cc phn nghin cu tip theo.
5.1. Cc nghin cu trn th gii
Nghin cu v lng trung thnh khch hng c cc tc gi tip cn theo
nhiu hng khc nhau c th l (1) lng trung thnh hnh vi (Cunningham 1956;
Tucker 1964; Hoyer 1984; Ehrenberg 1988; Aaker 1991; O'Mally 1998; Chaudhuri
1999); (2) lng trung thnh thi (Guest 1944; Jones 2003; Reichheld 2003; Rundle
4
Thiele 2005); (3) lng trung thnh tng hp (Day 1969; Jacoby v Chestnut 1978;
Backman v Crompton 1991b).
Nhn chung, trong hn 50 nm qua cc nghin cu pht trin hng lot cc
m hnh l thuyt xut cc nhn t v mi quan h khc nhau nh hng n lng
trung thnh ca khch hng. Trong lnh vc dch v ni chung v ngn hng ni ring,
vic la chn cc dch v cng tun theo quy tc tm l v hnh vi c bn nhng biu
hin c th ca hnh vi s dng dch v trong cc bi cnh khc nhau l khng ging
nhau. V th, cc dng nghin cu v hnh vi trong s dng dch v vn tip din
khng ngng.
5.2. Cc nghin cu trong nc
Ti Vit Nam theo hiu bit ca tc gi cho n nay c kh nhiu nghin
cu trong cc lnh vc dch v khc nhau siu th, vin thng, ngn hngv c
cng b trn mt s Tp ch chuyn ngnh, v nh nghin cu v Cht lng dch v,
s tho mn v lng trung thnh ca khch hng siu th ti thnh ph H Ch Minh
(Nguyn Th Mai Trang 2006); Cc yu t nh hng n lng trung thnh ca khch
hng i vi thng hiu in thoi di ng (Nguyn Thnh Cng & Phm Ngc
Thy 2007); Nghin cu mi quan h gia cht lng dch v, s hi lng v lng
trung thnh ca khch hng trong lnh vc ngn hng (L Th Gii & L Vn Huy
2012) Hu ht cc nghin cu ny tp trung phn nh mi quan h ca cht lng
dch v, s tha mn, lng trung thnh khch hng v ch b sung cc bin s
mi, mi quan h mi.
Nhn chung, cc nghin cu v lng trung thnh khch hng Vit Nam cho
n nay u c nhng ng gp nht nh cho mt s hiu bit tt hn v lng trung
thnh khch hng trong nhiu lnh vc. Tuy nhin, nh tc gi cp trong lnh vc
dch v ni chung v ngn hng ni ring nhng biu hin c th ca hnh vi s dng
dch v trong cc bi cnh khc nhau l khng ging nhau. V th, vic tip tc tm
hiu v kim nh mt s nhn t mi nh hng n lng trung thnh ca khch hng
i vi dch v ngn hng tr thnh mt vn cp thit cho c gii nghin cu v
ngn hng.
6. ngha thc tin ca lun vn
Nghin cu gp phn h thng ha c s l thuyt cho vic nh gi lng trung
5
thnh ca khch hng v tc ng ca cc nhn t nh hng n lng trung thnh i
vi dch v ngn hng. Nghin cu hy vng s khm ph ra nhng nhn t mi tc
ng ln lng trung thnh ca khch hng.
Thng qua xut m hnh nghin cu v kim nh cc mi quan h trong m
hnh nghin cu, nghin cu hy vng s ch ra nhng mi quan h mi t m hnh
xut.
Thng qua vic phn tch d liu iu tra, nghin cu s ch ra nhng yu t
chnh tc ng n s trung thnh ca khch hng nh th no? T , gip cho doanh
nghip c nhng nhn nhn ng v a ra cc gii php tc ng ln nhng nhn t
mt cch hp l nhm khng ngng nng cao s hi lng cng nh duy tr s trung
thnh ca khch hng.
7. Kt cu ca lun vn
Ngoi phn m u v kt lun, Lun vn tt nghip c chia thnh 04
chng.
Chng 1. C s l lun v m hnh nghin cu
Chng 2. Phng php nghin cu
Chng 3. Kt qu nghin cu
Chng 4. Kin ngh mt s gii php nhm nng cao lng trung thnh ca
khch hng i vi Ngn hng ACB Chi nhnh Khnh Ha.
6
CHNG I. C S L LUN V M HNH NGHIN CU
1.1. t vn
Trong chng ny, lun vn s tp trung nghin cu n c s l lun v tng
quan cc l thuyt c lin quan n lng trung thnh ca khch hng, c tip cn
ch yu l t cc lnh vc tip th v dch v ngn hng. Mc ch ca tng quan l
thuyt gm ba phn: 1) xem xt cc quan im khc nhau c xut trong cc
khi nim ca lng trung thnh; 2) xem xt cc nhn t nh hng n lng trung
thnh v 3) xut m hnh nghin cu v cc mi quan h.
1.2. Lng trung thnh ca khch hng
1.2.1. Khi nim lng trung thnh ca khch hng
Trong gn 80 nm qua, nghin cu lng trung thnh ca khch hng tr
thnh ch rt c quan tm ca cc nh nghin cu (Rundle-Thiele 2005). Hu ht
cc nh nghin cu s dng khi nim lng trung thnh u tin c xut bi
Copeland (1923) v mc d thut ng trung thnh thng hiu c xut bi
(Brown 1952) nhng nghin cu u tin ca Copeland (1923) tp trung vo thi quen
mua hng ca khch hng phn loi thi thng hiu ca khch hng thnh 03
thnh phn: nhn thc, s thch, khng nh thng hiu v ch ra rng s thch v
khng nh thng hiu s mang li li ch cho vic nhn dng s tin li trong la
chn thng hiu ca khch hng.
Cho n nay, khi nim v lng trung thnh c pht trin thng qua ba
kha cnh c bn (Morais 2000; Rundle-Thiele 2005). Cc nghin cu u cho rng
lng trung thnh c th lin quan n hnh vi ca khch hng, hoc l khuynh hng
thi ca khch hng i vi mua mt thng hiu, hoc l s kt hp ca hai kha
cnh trn. lm r hn iu ny, trong phn tip theo tc gi xin h thng li mt s
khi nim c lin quan n cch tip cn lng trung thnh:
Nhm quan im th nht tp trung vo kha cnh lng trung thnh hnh vi
(Behavioral Loyalty): theo , trung thnh hnh vi c quan nim nh khi nim
mua hng lp li. Nm 1956, Cunningham a ra khi nim v lng trung thnh hnh
vi v xem xt n thng qua quan st ngu nhin hnh vi tiu dng ca khch hng. C
th, v c bn vic quan st ngu nhin cho php cc nh nghin cu hoc doanh
7
nghip ch ra rng hnh vi ca ngi tiu dng, cng nh cu trc th trng c c
trng bi tnh ngu nhin hn l c d tnh t trc (Hoyer 1984). Xa hn, nghin
cu ca Tucker (1964) khng nh rng "doanh nghip khng cn xem xt khch hng
ang ngh g, ch cn thng qua hnh vi mua hng ca h c th thy rng khch
hng c trung thnh vi mt thng hiu no hay khng". Trong khi , Ehrenberg
(1988) cho rng cc doanh nghip cn hiu r bng cch no khch hng mua hng
ha ca mnh trc khi hiu ti sao ngi ta li mua n. Trn gc o lng,
O'Mally (1998) cho rng vic o lng trung thnh hnh vi ca khch hng s cung
cp mt ci nhn c th hn thng qua vic la chn cc sn phm mua hng ca
khch hng i vi doanh nghip cng nh i th cnh tranh v cc d liu thu thp
s to iu kin thun li hiu c khch hng nhng ngi mang li gi tr cho
doanh nghip qua thi gian, cng nh tng cng hn cng tc d bo nhu cu khch
hng. Mt cch tip cn khc, Aaker (1991) cho rng lng trung thnh c xem nh
l s gn kt ca ngi tiu dng c i vi mt thng hiu c th. Cn theo
Chaudhuri v cng s (1999) lng trung thnh ca khch hng i vi mt thng
hiu ni ln xu hng ca ngi tiu dng mua v s dng mt thng hiu no trong
mt sn phm v lp li hnh vi ny. Cui cng, thng qua qu trnh nghin cu s
gip doanh nghip a ra cc chin lc v bin php nhm h tr pht trin cc
chng trnh khuyn mi tng hiu qu kinh doanh.
Nhm quan im th hai tp trung vo kha cnh lng trung thnh thi
(Attitudinal Loyalty): Theo , mt s nh nghin cu ch trch cch tip cn trung
thnh hnh vi v h cho rng chnh n pht l tm quan trng ca s hiu bit cc
quyt nh mua hng ca khch (Back 2001). C th, cch tip cn trung thnh hnh vi
s khng phn bit c khch hng quyt nh mua hng v s thch cho mt thng
hiu hoc khch hng mua cn c duy nht vo s thun tin hay chi ph. Ni cch
khc, s lp li cc la chn mua hng ca khch c th l qun tnh. V d, khch
hng mua lp li ca cng mt thng hiu v li ch trong vic tit kim thi gian
hoc cng sc b ra (Assael 2004), ch khng phi l ngn sch h b ra cho mt
thng hiu hoc nh cung cp dch v (Fournier 1998). Hn na, do s khng thng
nht gia cc phng php tip cn khi nh gi lng trung thnh hnh vi (v d mt
khch hng c xem nh trung thnh da trn phng php A nhng c th khng
8
trung thnh nu nh gi theo phng php B (Morais 2000)). V vy, cc nh nghin
cu cho rng s khng th hiu mt cch y lng trung thnh hnh vi ca khch
hng nu b qua qu trnh xem xt mt cch ton din n kha cnh thi ca h
i vi mt thng hiu c th (Dick v Basu 1994). Chnh v vy, cc nghin cu
mi xut cch tip cn trung thnh thi .
Nh nghin cu u tin xut tng v o lng lng trung thnh thi
l Guest (1944). Tc gi s dng mt cu hi v s thch v yu cu ngi tham gia
la chn thng hiu m h thch nht trong s mt nhm cc tn thng hiu. Sau
, nhiu nh nghin cu tip cn theo phng php ny, v khi nim lng trung
thnh thi , lng trung thnh s thch, hoc nh mua (mc d mt s nh nghin
cu lp lun rng nh hnh vi c th xem nh lng trung thnh hnh vi) (Jones
2003). S trung thnh bao gm li cam kt ca ngi tiu dng s ti mua sn
phm/dch v v c th c th hin bng vic mua lp li mt sn
phm/dch v hay hnh vi tch cc khc nh li truyn ming tt v sn phm/dch v
. Gn y, Reichheld (2003) lp lun rng lng trung thnh c th c nh gi
mt cch c hiu qu bng cch s dng cch o lng "sn sng gii thiu" (v d,
truyn ming - v mt truyn thng truyn ming c coi nh l mt kt qu ca
trung thnh thi ). Cc tc gi thy rng xu hng ca khch hng trung thnh v
truyn ming li cho khch hng khc li ko h v vi doanh nghip c xem l
yu t quan trng quyt nh s sng cn cho s tng trng ca doanh nghip. V
vy, s sn sng gii thiu ca khch hng cho nhng ngi khc l mt bin php c
bit hiu qu ca lng trung thnh thi , so vi cc cch thc truyn thng nh s
hi lng hoc t l duy tr khch hng.
So vi phng php o lng trung thnh hnh vi, vic o lng trung thnh
thi v ang gy ra nhng tranh lun. C th, cc nh nghin cu gn khi
nim trung thnh thi vi cc khi nim khc, chng hn nh thi i vi cc
nh cung cp thng hiu hoc thi ca khch i vi mt thng hiu c th
(Dick v Basu 1994, Morais v cng s 2004), s cam kt (Kyle v cng s 2004;
Park 1996), s quan tm (McIntyre 1989). Gn y, Rundle Thiele (2005) xc nh
cc phng php hu ch nhm o lng khi nim lng trung thnh thi , bao gm:
(1) nh mua hng lp li hoc thi i vi hnh ng (ATA); (2) s thch; (3)
9
cam kt; (4) truyn ming; (5) kh nng mua hng hoc thang o Juster (mt thang o
gm 11 im xem xt kh nng mua hng ca khch trong tng lai); v (6) mc
nh hng.
Nhm quan im th ba tp trung vo kha cnh lng trung thnh tng hp
(Composite Loyalty): Cc phn tch trn cho thy rng khng phi phng php tip
cn trung thnh hnh vi cng nh trung thnh thi ng c lp s cung cp mt
cu tr li tha ng cho cu hi "lng trung thnh l g?". V th, Day (1969) cho
rng lng trung thnh ca thng hiu c xem nh l hnh vi mua sm ph hp bt
ngun t thi tch cc ca khch hng i vi mt thng hiu c th. y khi
nim lng trung thnh tn ti hai kha cnh cn c xem xt l (thi v hnh vi).
Kt qu l, tc gi a ra gi s cn thit phi xem xt ng thi khi nim trung
thnh thi v lng trung thnh hnh vi trong nghin cu lng trung thnh ca khch
hng. Day (1969) xut mt ch s tng hp ca lng trung thnh, c s
dng rng ri bi cc nh nghin cu lng trung thnh.
L = P [B] / A
Trong :
- L: Lng trung thnh (Loyalty);
- P[B]: T l thng hiu c mua sm bi khch hng (Proportion of brand
purchase);
- A: Trung thnh thi (Attitudinal Loyalty).
Lutz v Winn (1974), cng xut mt cch tip cn tng t v ng h cn
b sung thm cc thnh phn thi ti vic o lng lng trung thnh hnh vi. iu
ny c th gip cho vic gii thch c r rng v lm r hn khi nim lng trung
thnh ca khch hng. Da trn khi nim lng trung thnh ca Day, Jacoby v
Chestnut (1978) xut mt nh ngha m rng ca lng trung thnh. Theo ,
thng qua vic kt hp su iu kin cn thit, tc gi cho rng lng trung thnh l: (1)
thnh kin (ngha l khng phi ngu nhin); (2) p ng hnh vi (ngha l mua hng);
(3) c din t theo thi gian; (4) thng qua mt s quyt nh; (5) la chn mt
hoc nhiu thng hiu thay th trong mt tp hp cc thng hiu xem xt; v (6) l
mt chc nng ca tm l (qu trnh ra quyt nh, qu trnh nh gi). Mt s nh
nghin cu khai thc cc kha cnh trung thnh ca khch hng bng cch s dng
10
khi nim lng trung thnh tng hp (Backman v Crompton 1991b).
Tm li, cho n nay cc nghin cu trong lnh vc tip th, nghin cu v lng
trung thnh c tip cn trn ba kha cnh chnh: trung thnh hnh vi, trung thnh
thi v trung thnh hn hp (Rundle-Thiele 2005). Thc t ch ra rng, trong cc
nghin cu gn y cc nh nghin cu trong nhiu lnh vc khc nhau ch p
dng cch tip cn trung thnh hn hp, iu ny s cho thy lng trung thnh c
nhn nhn trn c hai thi v hnh vi. i vi lnh vc ngn hng, tc gi cho rng
lng trung thnh ca khch hng vi dch v ngn hng cn c th hin thng qua:
(1) khch hng s dng dch v lp i lp li nhiu ln (trung thnh hnh vi); (2) khch
hng d nh s dng dch v ngn hng trong thi gian ti, hoc khch hng c
nh gii thiu tt v cc dch v ca ngn hng cho ngi khc, hoc khch hng
mong mun s dng dch v ngn hng(trung thnh thi ); (3) khch hng va s
dng lp li cc dch v ca ngn hng v s truyn ming cho cc khch hng khc s
dng (trung thnh tng hp). Cch tip cn lng trung thnh ca khch hng theo kha
cnh ny bao trm ngha tuyt i ca vic ch chn mt ngn hng a thch
trong s so snh vi cc ngn hng cnh tranh khc. N biu hin s quyt tm
ca khch hng trong vic chn ngn hng a thch thng qua qu trnh nhn bit,
tri nghim v cht lng, hnh nh quan trng lu gi trong tm tr khch hng v d
nh s dng/ truyn ming ca h.
1.2.2. Mt s m hnh nghin cu lng trung thnh ca khch hng
Nhiu nh nghin cu trc y xem xt nhng li ch m khch hng trung
thnh mang li cho t chc. Phn ln cc nghin ny tp trung vo li ch ti chnh,
theo vic gi chn khch hng s gip doanh nghip gim chi ph qung co cng
nh chi ph thu ht cc khch hng mi; gia tng s lng ngi mua; cc khch
hng trung thnh s truyn ming tch cc; mang li nhiu gi tr cho khch hng v
lm tng hiu bit ca khch hng i vi cng ty. Do vy, cng ty no to lp c
lng trung thnh ca khch hng th li nhun mang li s ln hn.
Chnh v l , nhiu nh nghin cu khc nhau trong v ngoi nc ch
ng tm hiu cc yu t nh hng n lng trung thnh t xy dng lng trung
thnh ca khch hng i vi t chc. Cc tc gi xut rt nhiu m hnh nghin
cu lin quan n kha cnh trung thnh ca khch hng.V vy, trong phn u ca
11
ni dung ny, tc gi xin gii thiu mt s m hnh nghin cu lng trung thnh ca
khch hng mt s quc gia trn th gii. Tip , lun vn s cp n nhng
nghin cu v lng trung thnh ca khch hng trong lnh vc ngn hng lm c s
cho vic pht trin su hn ca nghin cu ny.
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. Trong khi , s mong i
ca khch hng c tc ng trc tip n cht lng cm nhn. Thc t ch ra rng 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 1.1).
Hnh 1.1: M hnh ch s hi lng khch hng ca M
Ngun: Trch dn t Huy v cng s, 2007, Tp ch Ngn hng, S 12
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 1.2).
12
Hnh 1.2: M hnh ch s hi lng khch hng ca cc quc gia chu u
Ngun: Trch dn t Huy v cng s, 2007, Tp ch Ngn hng, S 12
Trong lnh vc Ngn hng, theo Afsar v cng s (2010) nghin cu cc
nhn t quyt nh n lng trung thnh khch hng trong ngnh ngn hng Pakistan
(hnh 1.3). Theo , m hnh ny cp lng trung thnh ca khch hng chu s tc
ng bi cc nhn t l: (1) s tha mn; (2) chi ph chuyn i; (3) v s cam kt.
Trong khi , cht lng cm nhn v s tin cy khng c xem xt trong mi quan
h trc tip vi lng trung thnh ca khch hng. Tuy nhin, nh hng ca s tha
mn n lng trung thnh ca khch hng l thp hn so vi m hnh Beerli (2004).
Chi ph chuyn i nh hng n lng trung thnh khch hng nhiu hn so vi cc
m hnh trc y.
Hnh 1.3: Cc nhn t nh hng n lng trung thnh ca khch hng trong
h thng ngn hng
Cht lng cm nhn
S tha mn
S cam kt
Chi ph chuyn i
S tin cy
Lng trung thnh
13
Ngun: Afsar v cng s (2010). Determinants of customer loyalty in the
banking sector: The case of Pakistan. African Journal of Business Management Vol.4
(6), pp. 1040-1047, June.
Nghin cu ca Bloemer v cng s (1998) v lng trung thnh ca khch hng
trong lnh vc ngn hng ch ra mi quan h phc tp gia hnh nh, cht lng
dch v, s hi lng cng nh s trung thnh ca khch hng (hnh 1.4). Theo , hnh
nh c tc ng trc tip, tch cc ln cht lng dch v. Trong khi , cht lng
dch v li c tc ng trc tip v dng ln c hai kha cnh (s hi lng v trung
thnh ca khch hng). Hn na, s hi lng ca khch hng s nh hng tch cc
ln s trung thnh ca khch hng.
Hnh 1.4: M hnh v mi quan h gia hnh nh, cht lng dch v
ngn hng, s hi lng v s trung thnh ca khch hng
Ngun: Bloemer v cng s (1998). International Journal of Bank Marketing,
Vol. 16 (7), 276 286.
Nm 1999, Methlie v Nysveen xut nghin cu lng trung thnh ca khch
hng vi dch v ngn hng in t v ch ra rng s tha mn khch hng v uy tn
thng hiu l hai yu t quan trng nht nh hng n lng trung thnh hnh vi v
lng trung thnh thi . Nghin cu ny thm mt ln na khng nh li cc kt qu
ca nghin cu trc v cho rng s tha mn c tc ng trc tip v tch cc ln
s trung thnh ca khch hng. Ngoi ra, nghin cu ny cng b sung mi quan h
ca chi ph chuyn i v lng trung thnh khch hng; chi ph tm kim v lng trung
Hnh nh
S hi lng ca khch hng
Cht lng dch v
S trung thnh
= 0.59 = 0.38
= 0.55
= 0.42
14
thnh khch hng; lng trung thnh thi v lng trung thnh hnh vi. Theo cch tip
cn ny, nu chi ph chuyn i tng ln khch hng c xu hng trung thnh tnh
hnh vi hn vi cc dch v ang c cung cp (hnh 1.5).
Hnh 1.5: M hnh v mi quan h gia s tha mn, uy tn thng hiu,
chi ph chuyn i, chi ph tm kim v lng trung thnh ca khch hng
Ngun: Methlie v Nysveen (1999). Loyalty of on-line bank customers. Journal
of Information Technology, 14, 375-386.
Nghin cu ca Fragata v Gallego (2009) cp n lng trung thnh ca
khch hng trong lnh vc ngn hng ch ra rng c hai thnh phn tc ng trc tip
n lng trung thnh ca khch hng bao gm: Nhn thc ca khch hng v cht
lng dch v v s tha mn ca khch hng; trong s , nhn thc ca khch hng
v cht lng dch v c tc ng gin tip dng ln lng trung thnh ca khch hng
thng qua s tha mn khch hng. Ngoi ra, lng trung thnh ca khch hng cng c
S tha mn khch hng
Uy tn thng hiu
Chi ph chuyn i
Chi ph tm kim
Lng trung thnh hnh vi
Lng trung thnh thi
15
tc ng trc tip dng ln nh tng cng s dng cc dch v ngn hng (hnh 1.6).
Hnh 1.6: Mi quan h gia nhn thc v cht lng dch v, s tha mn khch
hng, nh tng cng s dng dch v ngn hng v lng trung thnh ca
khch hng
Ngun: Fragata v Gallego (2009). Loyalty by corporate Banking Customers.
Documentos de Trabajo Nuevas Tendencias En Direccion De Empresas DT 05/09
http://www.uva.es/empresa.
Ti Vit Nam, cng c mt s nghin cu v lng trung thnh ca khch
hng trong mt s lnh vc nh: bn l, mng in thoi di ng, du lch, ngn hng....
C th, nm 2012 tc gi L Th Gii v L Vn Huy xut nghin cu trong lnh
vc ngn hng v cp n cc yu t c bn tc ng ln lng trung thnh ca
khch hng bao gm: (1) Nhn thc ca khch hng v cht lng dch v vi 06
thnh phn: tnh hu hnh; m bo; tin cy v qu trnh cung cp dch v; tin cy v
li ha vi khch hng; ng cm v p ng; v mng li; (2) S hi lng ca
khch hng c quyt nh bi s cm nhn ca khch hng v cht lng dch v.
Theo Cronin v Taylor (1992), s hi lng l kt qu ca cht lng dch v, cht
lng dch v tt s to ra s hi lng ca khch hng, kch thch nh quay tr li v
khuyn khch cc gii thiu. S hi lng ca khch hng gia tng li nhun, th phn
Nhn thc v cht lng dch v
nh gia tng s dng dch v ngn hng
S tha mn ca khch hng
Lng trung thnh
ngn hng
16
v li tc u t. Cc ngn hng c cht lng dch v tt s ci thin th phn v li
nhun ca h (Oh v Parks 1997). Trong lnh vc ngn hng vi cng cnh tranh
ngy cng tng, cc ngn hng phi tm ra nhiu cch lm cho cc sn phm/dch
v ca mnh ni bt trong s nhng sn phm/dch v khc. t c iu ny, cc
ngn hng phi hiu nhu cu ca khch hng h v sau cn p ng (hoc vt
qu) nhng nhu cu trn c s cung cp mt cht lng dch v tt nht nhm to ra
s hi lng i vi khch hng; (3) Lng trung thnh ca khch hng, iu ny c
th hin khi c s lp i lp li vic s dng dch v cng nh sn sng gii thiu sn
phm cho nhng khch hng khc m hon ton khng c bt k li ch no v cui
cng l nhng thi quen lp i lp li s to ra tch cc v nh lng cc kt qu ti
chnh. Trong s cc li ch kinh t ca lng trung thnh khch hng c ci thin
trong vic duy tr v tng th phn ca mt cng ty. Lng trung thnh ca khch hng
c ngha l khch hng s quay tr li hoc tip tc s dng cng mt sn phm hoc
cc sn phm khc ca cng mt doanh nghip, to ra nhng ngi gii thiu kinh
doanh v c hoc thm ch v cung cp thng tin tham kho mnh m t truyn
ming v cng khai.
Cc khch hng trung thnh l nhng khch hng khng d b nh hng bi s
thuyt phc v gi t cc i th cnh tranh v h thng mua nhiu hn nhng khch
hng t trung thnh. Mt khc, cc nh cung cp dch v phi trnh s t mn v nhng
khch hng c gi li c th khng phi lun lun l nhng ngi hi lng v tng
t nh vy khng phi tt c khch hng hi lng lun lun c th c gi li. Mt s
khch hng c th vn cn trung thnh do cc ro cn chuyn i cao hoc thiu cc
sn phm thay th thc s, trong khi nhng ngi khc tip tc trung thnh v h
hi lng vi cc dch v c cung cp. Qua cc nghin cu ch ra rng nhn thc
v cht lng dch v ca khch hng c tc ng n lng trung thnh ca khch
hng. Cc nh nghin cu tm thy mt mi quan h tch cc gia cht lng dch
v v lng trung thnh trong lnh vc ngn hng.
17
Hnh 1.7: M hnh nghin cu lng trung thnh khch hng trong
lnh vc ngn hng
Ngun: trch dn t L Th Gii & L Vn Huy (2012) tp ch ngn hng s 7
1.3. Cc nhn t nh hng n lng trung thnh ca khch hng
1.3.1. Cht lng dch v
1.3.1.1. Khi nim cht lng dch v
Cht lng dch v l mt khi nim tru tng, kh nm bt bi cc c tnh
ring c ca dch v, s tip cn cht lng c to ra trong qu trnh cung cp dch
v, thng xy ra trong s gp g gia khch hng v nhn vin giao tip. C nhiu
cch hiu khc nhau v cht lng. Theo , quan nim siu vit cho rng Cht lng
l s tuyt vi v hon ho nht ca sn phm. Quan nim ny mang tnh trit hc, tru
tng, cht lng khng th xc nh mt cch chnh xc nn n ch c ngha n
thun trong nghin cu.
Trong nn kinh t th trng, ngi ta a ra quan nim cht lng hng
theo th trng. Theo W. Edwards Deming th: Cht lng l s ph hp vi mc
ch s dng cn Philip Crosby th cho rng Cht lng l s ph hp vi yu cu.
Nhn chung cc quan im ny lun gn cht lng vi yu cu ca ngi tiu dng
v v vy kh nng tiu th sn phm cao. Tuy vy, rt kh xc nh c mc ph hp.
i vi lnh vc dch v, theo Champitaz v cng s (2004) cho rng cht
lng dch v l kt qu ca vic so snh gia s mong i ca khch hng v dch v
18
v nhn thc ca h khi s dng dch v. Thm na, Lehtinen v Lehtinen (1982) cho
l cht lng dch v phi c nh gi trn hai kha cnh: (1) qu trnh cung cp
dch v; v (2) kt qu ca dch v. Gronroos (1984) cng ngh hai thnh phn ca
cht lng dch v, l: (1) cht lng k thut, l nhng g m khch hng nhn
c; v (2) cht lng chc nng, din gii dch v c cung cp nh th no.
Cht lng dch v chnh l s tha mn khch hng c xc nh bi vic so
snh gia dch v cm nhn v dch v mong i (P&E).
Nm 1985, A Parasuraman, V.A. Zeithaml v L.Berry a ra m hnh cht
lng dch v c ba mc cm nhn c bn:
Th nht, cht lng dch v tt l khi dch v cm nhn vt mc mong
i ca khch hng.
Th hai, cht lng dch v tha mn l khi dch v cm nhn ph hp vi
mc mong i ca khch hng.
Th ba, cht lng dch v ti l khi dch v cm nhn di mc trng i
ca khch hng.
Tm li, t cc cch tip cn trn chng ta c th thy rng cht lng dch v
l khong cch mong i v sn phm dch v ca khch hng v nhn thc, cm nhn
ca h khi s dng qua sn phm dch v (Parasuraman v cng s 1991). Nghin
cu ca Parasuraman gii thch rng bit c s d on ca khch hng th tt
nht l nhn dng v thu hiu nhng mong i ca h. Vic pht trin mt h thng
xc nh c nhng mong i ca khch hng l cn thit v ngay sau ta mi c
chin lc cht lng cho dch v c hiu qu.
1.3.1.2. M hnh nh gi cht lng dch v
Parasuraman v cng s (1985) khi dng nghin cu v cht lng dch v
v c nhiu nh nghin cu cho l kh ton din. Nhiu nh nghin cu nh ngha
cht lng dch v l khong cch gia mong i v dch v ca khch hng v nhn
thc ca h khi qua s dng dch v. Cui cng, cc tc gi a ra thang o gm 05
thnh phn: tin cy; tnh p ng; s ng cm; nng lc phc v v cc phng
tin hu hnh. Cc thnh phn c o bng nhiu bin quan st v gi tt l thang o
SERVQUAL. y l cng c ch yu trong marketing dch v nh gi cht lng
dch v (Parasuraman v cng s 1994). Di y l mt s ni dung l thuyt lin
19
quan n cc thnh phn ca cht lng dch v, Ban u, Parasuraman v cng s
(1985) cho rng: bt k dch v no, cht lng ca dch v cm nhn bi khch hng
c th m hnh thnh 10 thnh phn, l: Tin cy, p ng, nng lc phc v, tip
cn, lch s, thng tin, tn nhim, an ton, hiu bit khch hng v phng tin hu
hnh. Bng 1.1 m t chi tit cc thnh phn ca cht lng dch v.
Bng 1.1: Cc thnh phn ca cht lng dch v
TT Thnh phn Ni dung
1 Tin cy Kh nng thc hin dch v ph hp v ng thi hn ngay
t u
2 p ng S mong mun v sn sang ca nhn vin phc v cung
cp dch v cho khch hng
3 Nng lc phc v Trnh chuyn mn thc hin nhim v
4 Tip cn To iu kin d dng cho khch hng trong vic tip cn
vi dch v
5 Lch s Tnh cch phc v nim n, tn trng v thn thin vi
khch hng
6 Thng tin Giao tip, thng t cho khch hng bng ngn ng m h
hiu bit d dng v lng nghe khch hng
7 Tn nhim Kh nng to lng tin cho khch hng, lm cho khch hng tin cy vo cng ty
8 An ton Kh nng bo m s an ton cho khch hng v vt cht, ti chnh, bo mt thng tin
9 Hiu bit khch hng
Hiu bit nhu cu khch hng
10 Phng tin
hu hnh
Ngoi hnh, trang phc ca nhn vin, trang thit b phc v cho dch v
Tuy nhin, m hnh trn ch mang tnh l thuyt v khng t c gi tr phn
bit. Do , qua nhiu ln kim nh m hnh, cc nh nghin cu a ra m hnh
gm c 05 thnh phn c bn nh sau:
20
Bng 1.2: Nm thnh phn c bn ca cht lng dch v
TT Thnh phn Ni dung
1 Tin cy Kh nng thc hin dch v ph hp v ng thi hn ngy t u
2 p ng S mong mun v sn sng ca nhn vin phc v cung cp dch
v cho khch hng
3 Nng lc
phc v
Trnh chuyn mn thc hin nhim v, cung cch phc v
nim n vi khch hng
4 ng cm Quan tm, chm sc n tng c nhn khch hng
5 Phng tin
hu hnh
Ngoi hnh, trang phc ca nhn vin, trang thit b phc v cho dch v
Cc tc gi xut m hnh nh gi cht lng dch v vi nm khong
cch cht lng dch v (hnh 1.8), l:
Khong cch [1] l cch bit gia k vng ca khch hng v cm nhn ca
nh cung cp dch v v k vng . Khng phi lc no nh cung cp dch v cng
nhn thc ng n nhng g m khch hng mong mun.
Khong cch [2] l cch bit gia nhn thc ca cc nh cung cp v nhng
yu cu c th v cht lng dch v, n to ra khi cc nh cung cp dch v gp cc
kh khn, tr ngi khch quan ln ch quan khi chuyn cc k vng c cm nhn
sang cc tiu ch cht lng c th v chuyn giao chng ng nh k vng.
Khong cch [3] hnh thnh khi nhn vin chuyn giao dch v cho khch
hng khng ng cc tiu ch nh. Vai tr nhn vin giao dch trc tip rt quan
trng trong vic to ra cht lng dch v.
Khong cch [4] l cch bit gia dch v chuyn giao v thng tin m khch
hng nhn c. Thng tin ny c th lm tng k vng nhng c th lm gim cht
lng dch v cm nhn khi khch hng nhn c nhng g khng ng cam kt.
Khong cch [5] hnh thnh t s khc bit gia cht lng cm nhn v cht
lng k vng ca khch hng tiu th dch v. Cht lng dch v ph thuc vo
khong cch th 5 v khong cch ny li ph thuc vo 4 khong cch trc. Khong
cch 5 gn lin vi khch hng v v vy c xem l s o lng tht s ca cht
21
lng dch v. Khong cch m phng php SERVQUAL c nh hng l khong
cch 5. Cht lng dch v l hm s ca khong cch th 5.
M hnh cht lng dch v, theo cc nh nghin cu ny, c th c biu din
nh sau:
CLDV= F{(KC_5=f(KC_1,KC_2,KC_3,KC_4)}
Trong , CLDV l cht lng dch v v KC_1,2,3,4,5 l cc khong cch
cht lng 1,2,3,4 v 5.
H
2.1.
Hnh 1.8 : M hnh cht lng dch v
Ngun: Parasuraman v cng s (1988), theo Nguyn nh Th- Nguyn Th
Mai Trang (2008), Nghin cu khoa hc marketing, NXB H Quc Gia TP. HCM.
M hnh nm khong cch ca cht lng dch v l m hnh tng qut, mang
tnh cht l thuyt v cht lng dch v. c th thc hnh c, Parasuraman v
cng s xy dng v kim nh thang o thnh phn ca cht lng dch v gi l
thang o SERVQUAL, bao gm 22 bin. Thang o ny c cc tc gi kim
nghim v iu chnh nhiu ln v kt lun rng n ph hp vi mi loi hnh dch v.
Cui cng, thang o c xy dng bao gm 21 bin quan st nh sau:
22
Bng 1.3: Cc bin quan st o lng cht lng dch v
TT Thnh phn S ch bo
1 Tin cy 05
2 p ng 03
3 Nng lc phc v 04
4 ng cm 04
5 Phng tin hu hnh 05
1.3.1.3. Mi quan h gia cht lng dch v vi s tha mn v lng trung thnh ca
khch hng
Thng thng cc nghin cu cng nh doanh nghip cung cp dch v c
khuynh hng s dng cm t s tha mn khch hng hoc cht lng dch v
v h ngh rng n c th thay th c cho nhau. Tuy nhin, theo quan im ca
Zeithaml v Bitner (2000) th c th phn bit hai khi nim ny v c th o lng
chng mt cch ring bit. Theo , s tha mn ca khch hng l mt khi nim
tng qut ni ln s hi lng ca h khi s dng mt sn phm/dch v. Trong khi
cht lng dch v li tp trung vo cc thnh phn c th ca dch v (Zeithaml v
Bitner 2000).
Bitner v Hubbert (1994) tranh lun rng, mc tiu hng u ca cc cng ty
dch v l phi tha mn nhu cu ca khch hng nu mun c c li nhun. Khch
hng s tip tc s dng dch v v s dng nhiu hn nu c tha mn nhu cu/
mong mun ca mnh. Trong khi , Ioanna (2002) li ch ra rng nng cao nng
lc cnh tranh trong lnh vc ngn hng thng qua s khc bit sn phm l khng th
v cc ngn hng u cung cp cc sn phm tng t nhau. Do vy, cc nh qun l
ngn hng c xu hng nng cao nng lc cnh tranh ca mnh thng qua cht lng
dch v. Ni cch khc, cht lng dch v l mt yu t quan trng nh hng n s
tha mn, lng trung thnh ca khch hng. Mt yu t gp phn nng cao nng lc
cnh tranh ca ngn hng. Thm na, nghin cu ca Zeithaml v cng s (1996) lp
lun rng nu khch hng nh gi cht lng dch v ca mt cng ty tt th h s c
xu hng cao cng ty v quan trng hn l h biu l s a thch (thi tha
mn) ca mnh i vi cng ty hn nhng cng ty dch v khc Chnh v vy,
23
khch hng s c xu hng mua hng lp li, mua nhiu hn v c th chp nhn gi
cao m khng chuyn qua ngn hng khc. Ni cch khc, cht lng dch v ngn
hng c xem l mt trong nhng yu t to nn lng trung thnh ca khch hng,
to ra li th cnh tranh cho ngn hng.
1.3.2. S tha mn ca khch hng
1.3.2.1. Khi nim s tha mn ca khch hng
S tha mn ca khch hng l mt khi nim nhn c nhiu quan tm
nghin cu ca cc nh qun tr marketing, c bit trong lnh vc dch v (Bennett v
Rundle-Thiele 2004). Theo Tse v Wilton (1998) s tha mn ca khch hng l s
phn ng ca khch hng i vi vic c lng s khc nhau gia nhng mong i
ca h v s thc hin ca sn phm/dch v sau khi s dng. Trong khi , Oliver
(1997) li cho rng s tha mn l s phn ng ca khch hng i vi vic c p
ng nhng mong mun ca h. Theo , s tha mn ca khch hng chnh l s hi
lng ca h trong vic tiu dng sn phm/dch v khi sn phm/dch v c p
ng c nhng mong mun/k vng ca mnh hay khng (nu sn phm p ng
trn mc mong mun khch hng s rt hi lng, ngc li khch hng s khng hi
lng).
1.3.2.2. Mi quan h gia s tha mn vi lng trung thnh ca khch hng
Theo Reichheld khi khch hng tha mn cng khng m bo s trung
thnh ca khch hng v thm ch khi khch hng tha mn khch hng cng c th ri
b vi t l cao. Trong mt nghin cu cho thy 65-85% khch hng ri b l
nhng ngi tha mn vi cc sn phm/dch v ca doanh nghip. Theo Cardozo
(1965) s tha mn ca khch hng s gia tng hnh vi mua hng lp li hay ni cch
khc s tha mn tc ng dng ln s trung thnh ca khch hng. Nghin cu ca
Fornell (1992) cho rng khch hng trung thnh khng nht thit l khch hng
c tha mn nhng khi khch hng tha mn th h c khuynh hng s trung
thnh. Mt khch hng tha mn th t khi h thay i nh cung cp hoc thng hiu
khc. Do , cc i th cnh tranh mun ginh khch hng tha mn ca cng ty
khc s tn nhiu chi ph. Nh vy s tha mn l yu t quan trng gii thch s
trung thnh ca ngi tiu dng. Labarbera v Mazursky (1983) xut rng mc
tha mn s nh hng tch cc n vic lp li hnh vi mua hng (lng trung thnh).
24
Nh vy, phng chm hot ng ca cc cng ty l phi tha mn nhu cu ca
khch hng v khch hng l ngun doanh thu v li nhun ca cng ty. Khi khch
hng tha mn vi dch v hay hng ha ca cng ty th kh nng h tip tc mua
hng rt cao. Hn na, khi h tha mn th h c xu hng ni tt v dch v ca cng
ty vi khch hng khc. S tha mn ca ngi tiu dng i vi dch v l cm xc
i vi cng ty kinh doanh dch v da trn tng tip xc hay giao dch vi cng ty
(Bitner v Hubbert 1994).
1.3.3. Hnh nh thng hiu
1.3.3.1.Khi nim hnh nh thng hiu
Cho n nay, c kh nhiu cc khi nim khc nhau lin quan n hnh nh
thng hiu c nhiu nh nghin cu a ra. Aaker (1991) cho rng hnh nh
thng hiu l bt c ci g lin kt trong tr nh ca khch hng n mt thng
hiu c th. Nhng li ch ca hnh nh thng hiu bao gm: (1) h tr khch hng
trong qu trnh tip nhn/lu li thng tin; (2) to s khc bit trong nhn dng thng
hiu; (3) a ra l do nn la chn thng hiu; (4) to ra thi tch cc vi thng
hiu; (5) v c s cho vic m rng la chn thng hiu. Ngoi ra, nhn thc v cht
lng dch v ca khch hng cng nh hng n hnh nh thng hiu m
ngi tiu dng nhn thc c t t chc (Padgett v Allen 1997). Lassar v
cng s (1995) xut rng hnh nh thng hiu cng th hin hnh nh ca
khch hng i vi x hi, vic tiu dng mt sn phm c thng hiu s lm tng
gi tr cng nh danh ting ca h trong mt nhng ngi khc.
Hnh nh thng hiu th hin thng qua khch hng vn gi s lin tng v
thng hiu mt cch mnh m, u i v c bit trong tm tr so vi cc
thng hiu khc trn th trng. Trong lnh vc dch v, qu trnh cung cp v s
dng dch v thng xy ra ng thi. V th, nhng tri nghim tch cc trong qu
trnh s dng dch v s c ngha rt ln i vi hnh vi, suy ngh v cm xc ca
khch hng.
1.3.3.2. Mi quan h gia hnh nh thng hiu, s tha mn v lng trung thnh ca
khch hng
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. Hnh nh thng hiu c th hin bi
25
danh ting, uy tn, lng tin ca khch hng i vi mt thng hiu c th. Thng qua
cc lun chng thc tin, cc nghin cu khng nh rng, hnh nh thng hiu l
nhn t quan trng v c tc ng trc tip dng ln s tha mn ca khch hng.
Theo Sanvik v Duhan (1996) hnh nh thng hiu cng c tc ng trc tip v
dng ln s tha mn v lng trung thnh ca khch hng i vi thng hiu c th.
Trong lnh vc ngn hng cc nghin cu ch ra rng c mt mi quan h tch
cc gia cc hnh nh thng hiu v lng trung thnh ca khch hng i vi thng
hiu (Sandvik v Duhan 1996; Bloemer v cng s 1998). Theo , hnh nh ca
thng hiu c th xem nh l mt chun mc x hi v cc khch hng thng da
trn nim tin ca cc nhm tham kho ca mnh vi mt mc ln. Mt l do na
gii thch ti sao hnh nh thng hiu nh hng ln ti lng trung thnh v n c th
l s sng bi th hin s hi lng ca khch hng i vi mt sn phm/dch v c
th. Tuy nhin, im quan trng cn lu l s tha mn ca khch hng vi mt
thng hiu l mt yu t quyt nh uy tn thng hiu trong mt s trng hp.
Trong ngnh ngn hng, s tha mn ca khch hng vi mt thng hiu c tm
thy c mt mi quan h tch cc n hnh nh thng hiu (Selnes 1993). iu ny
nhn mnh c hai tc ng trc tip v gin tip ca s tha mn khch hng ln lng
trung thnh ca khch hng.
1.3.4. Gi tr cm nhn
1.3.4.1. Khi nim gi tr cm nhn
Gi tr cm nhn ca khch hng c nghin cu nhiu t nhng thp nin
trc v c nhiu khi nim khc nhau. Theo Zeithaml v cng s (1988) c bn pht
biu lin quan n o lng gi tr cm nhn, l: (1) ng gi ng tin; (2) gi tr
cm nhn l nhng g ti mun thng qua vic tiu dng sn phm/ dch v; (3) gi tr
cm nhn l cht lng sn phm/ dch v m ti c c so vi chi ph ti b ra;
(4) gi tr cm nhn l nhng g ti c c so vi nhng g ti b ra. T cch tip
cn trn, Zeithaml v cng s (1988) a ra khi nim gi tr cm nhn, theo
Gi tr cm nhn l s nh gi tng qut ca khch hng v tnh hu dng (cng
dng) ca mt sn phm/dch v da vo nhn thc ca h khi so snh nhng gi tr
nhn c vi nhng chi ph b ra. Trong khi , Butz v Goodstein (1990) cho
rng, gi tr cm nhn ca khch hng l mi quan h cm xc c thit lp gia
26
khch hng v nh cung cp sau khi khch hng s dng mt sn phm/dch v ca
nh cung cp v nhn thy sn phm/dch v to ra gi tr gia tng cho mnh. Cn
theo Woodruff (1997) th gi tr cm nhn l s yu thch, cm nhn v nh gi ca
khch hng v cc c tnh ca sn phm.
Nh vy, c th thy rng cc khi nim trn u c im chung khi ni v gi
tr cm nhn ca khch hng l s so snh gia nhng g khch hng nhn c (gi
tr) vi nhng g h b ra (chi ph) c c sn phm/dch v. Chi ph y khng
ch l gi c (chi bng tin) m cn bao gm c nhng chi ph c hi khng mang tnh
tin t nh: thit hi v thi gian, n lc m khch hng phi b ra c c dch v.
Bn cnh , danh ting, cht lng dch v v phn ng cm xc cng nh hng n
gi tr cm nhn ca khch hng (Petrick 2003).
1.3.4.2. Mi quan h gia gi tr cm nhn, s tha mn v lng trung thnh ca
khch hng
Theo Sanchez v cng s (2006), s tha mn khch hng c nh gi thng
qua nhng phn hi ca h sau khi mua hng. Trong khi , gi tr cm nhn ca
khch hng c nh gi thng qua nhn thc ca khch hng trc, trong v sau khi
mua (Sweeney v Soutar 2001). V vy, gi tr cm nhn ca khch hng xut hin
cc giai on khc nhau ca qu trnh mua cn s tha mn khch hng ch xut hin
sau khi mua. Theo Woodruff v Gardial (1996) th s tha mn khch hng l cm
nhn tch cc hoc tiu cc ca khch hng v gi tr m h nhn c khi s dng
sn phm/dch v. Nh vy, gi tr cm nhn l mt yu t nh hng trc tip n s
tha mn khch hng (c kha cnh tch cc hoc tiu cc) cn s tha mn khch
hng c xem l kt qu ca gi tr cm nhn ca khch hng. Nghin cu ca
Sirdesh v cng s (2002) ch ra rng trong mt s lnh vc nh dch v vin thng,
hng khng v dch v bn l th gi tr cm nhn ca khch hng l yu t quyt nh
chnh ca lng trung thnh khch hng. Ngoi ra, Chang v Wildt (1994) ch ra rng
gi tr cm nhn cng l mt nhn t chnh tc ng n lng trung thnh nh ca
khch hng.
1.3.5. Chi ph chuyn i
1.3.5.1. Khi nim chi ph chuyn i
Theo Jones v cng s (2002) nh ngha chi ph chuyn i l nhng yu t
27
pht sinh lm cho khch hng kh khn hay tn km chi ph chuyn sang mt nh
cung cp khc. Theo , chi ph chuyn i c xem xt nh l chi ph ngn cn
khch hng chuyn sang s dng dch v ca i th cnh tranh (Aydin v Ozer 2005).
Cc ro cn ny lin quan n vic mt cng sc, thi gian hoc chi ph ti chnh trong
vic chuyn i nh cung cp (Jones v cng s 2002; Burnham v cng s 2003;
Patterson v Smith 2003). Selnes (2007) nghin cu trong lnh vc ngn hng ch ra
rng chi ph chuyn i bao gm yu t k thut, ti chnh hoc tm l m n lm cho
khch hng kh khn hay tn km chuyn sang ngn hng khc. Khi chi ph chuyn
i cao th c kh nng khch hng s trung thnh hnh vi bi v khch hng c th
gp ri ro hoc tn chi ph lin quan n vic chuyn i (Afsar v cng s 2010).
Nghin cu ca Burnham v cng s (2003) ch ra rng chi ph chuyn i
c phn thnh ba loi: (1) chi ph th tc bao gm vic tn thi gian v cng sc
trong vic nh gi, thit lp v hun luyn; (2) chi ph ti chnh lin quan n vic st
gim li nhun v cc ngun lc ti chnh; (3) chi ph quan h lin quan n vic mt
mt cc mi quan h c nhn ng thi gy ra mt cm xc v tm l khng thoi mi.
1.3.5.2. Mi quan h gia chi ph chuyn i vi s tha mn v lng trung thnh ca
khch hng
Curasi v Kennedy (2002) ch ra rng trong trng hp khch hng tha
mn, chng ta cng khng th khng nh l khch hng tip tc gn b (trung thnh)
vi cng ty. Trong khi chi ph chuyn i cao l mt yu t quan trng rng buc
cc khch hng vi cng ty. Thm ch ngay c khi mc tha mn thp, khch hng
vn tip tc s dng dch v ca cng ty bi v vic mua li d dng hn v hiu qu
hn vic tm kim nh cung cp mi hoc s dng dch v ca mt nh cung cp
khng bit r (Cohen v cng s 2006).
Mt cch khc ca chi ph chuyn i l cung cp ng thi nhiu sn phm
duy tr khch hng. iu ny c ngha l cng ty cung cp nhiu sn phm/dch v
khc nhau cho mt khch hng cng mt lc (Daniell 2000). Cung cp cc b sn
phm khc nhau cng nh hng n lng trung thnh khch hng v khi khch hng
s dng nhiu sn phm cng lc th vic ri b cng ty s kh khn hn l vic s
dng mt sn phm duy nht. C th khng nh rng, s tha mn khng phi lc no
cng to nn s trung thnh ca khch hng m s trung thnh c th cn ph
28
thuc vo chi ph chuyn i nh cung cp.
Mt nghin cu ca Matos v cng s (2007) thng qua kho st 22.000 khch
hng ca cc ngn hng ln Brazil khng nh rng chi ph chuyn i lin quan ti
s tha mn, lng trung thnh thi v lng trung thnh hnh vi ca khch hng vi
ngn hng. Kt qu ca nghin cu ch ra rng chi ph chuyn i l mt nhn t quan
trng ca lng trung thnh, ng vai tr trung gian gia s tha mn v lng trung
thnh thi (Zacharias v cng s 2009).
Nghin cu ca Fornell (1992) ch ra rng trong cc ngnh kinh doanh khc
nhau, s tha mn ca khch hng s nh hng khc nhau ln lng trung thnh ca
khch hng. Tc gi chng minh rng mi lin h gia s tha mn v lng trung
thnh ph thuc vo cc bin tit ch nh: quy lut th trng, chi ph chuyn i, ti
sn thng hiu, s tn ti ca cc chng trnh lng trung thnh, c quyn cng
ngh v s khc bit sn phm mc ngnh kinh doanh. Hauser v cng s (1994)
cng ch ra rng ngi tiu dng tr nn t nhy cm vi mc tha mn khi chi ph
chuyn i tng ln. V th, chi ph chuyn i ng mt vai tr quan trng bi v n
lm cho khch hng tn km hn nu h mun thay i nh cung cp dch v (Fornell
1992). Nghin cu ca Anderson v Sullivan (1993) cng h tr vai tr ca chi ph
chuyn i trong mi quan h gia s tha mn v lng trung thnh ca khch hng
trong lnh vc ngn hng. Tc gi cng cho rng, trong kinh doanh ngn hng, chi ph
chuyn i cao khch hng c xu hng trung thnh hn vi dch v hn cc siu th,
ni c chi ph chuyn i l rt thp. Nghin cu ca Gastal v Luce (2004) c thc
hin Brazil chng minh vai tr trung gian ca chi ph chuyn i trong mi quan h
gia s tha mn v lng trung thnh khch hng. Cc tc gi chng minh rng c hai
nhn t chi ph chuyn i v s tha mn ca khch hng c tc ng tch cc ln
lng trung thnh khch hng, thm vo chi ph chuyn i c tc ng ln lng
trung thnh cao hn s tha mn tc ng ln lng trung thnh.
1.4. xut m hnh nghin cu v cc gi thuyt
1.4.1. C s xut m hnh nghin cu
Trn c s cc m hnh nghin cu trong nc v trn th gii v lng trung
thnh ca khch hng kt hp vi m hnh cht lng dch v ca Parasuraman, sau
khi khng nh c s ph hp ca d liu nghin cu vi m hnh xut. Nghin
29
cu ny s xut mi quan h gia 05 bin chnh: cht lng dch v, s tha mn
khch hng, hnh nh thng hiu, gi tr cm nhn, chi ph chuyn i v lng trung
thnh ca khch hng.
1.4.2. M hnh xut v cc gi thuyt
M hnh xut c trnh by trong (hnh 1.9). Theo , nghin cu kim
nh mi quan h gia: cc thnh phn ca cht lng dch v, s tha mn ca khch
hng, hnh nh thng hiu, chi ph chuyn i v lng trung thnh ca khch hng.
Cc phn tch v gi thuyt di y s ch r nhng c s l thuyt lin quan n
lng trung thnh ca khch hng trong m hnh xut.
M hnh 1: Mi quan h gia cht lng dch v, hnh nh thng hiu,
gi tr cm nhn, s tha mn v lng trung thnh ca khch hng.
Phng tin hu hnh
S tin cy
S p ng
Nng lc phc v
S ng cm
S tha mn ca khch hng
Gi tr cm nhn
Hnh nh thng hiu
Lng trung thnh ca khch hng
Cht lng dch v
H2
H4
H3
H6
H5
H1
30
M hnh 2: Kim nh vai tr tit ch (Moderator) ca chi ph chuyn i
trong mi quan h gia s tha mn vi lng trung thnh ca khch hng
Hnh 1.9: xut m hnh nghin cu
Cc gi thuyt nghin cu lin quan n mi quan h gia cc bin ca m hnh
nh sau:
H1: Cht lng dch v c tc ng dng ln s tha mn ca khch hng;
H2: Hnh nh thng hiu c tc ng dng ln s tha mn ca khch hng;
H3: Hnh nh thng hiu c tc ng dng ln lng trung thnh ca khch hng;
H4: Gi tr cm nhn c tc ng dng ln s tha mn ca khch hng;
H5: Gi tr cm nhn c tc ng dng ln lng trung thnh ca khch hng;
H6: S tha mn c tc ng dng ln lng trung thnh ca khch hng;
H7: Chi ph chuyn i cao lm tng mi quan h gia s tha mn v lng trung
thnh ca khch hng.
Kt lun chng 1
Chng ny tho lun cc quan im truyn thng v lng trung thnh ca
khch hng v cc l thuyt lin quan n cht lng dch v, s tha mn, hnh nh
thng hiu, gi tr cm nhn, ch ph chuyn i ng thi xem xt cc tc ng ca
cc thnh phn trn n lng trung thnh khch hng trong lnh vc ngn hng. Trn
c s l thuyt v cc m hnh nghin cu v s trung thnh ca khch hng
trong, ngoi nc xut m hnh nghin cu.
H6
S tha mn ca khch hng
Chi ph chuyn i
Lng trung thnh ca khch hng
H7
31
CHNG II. PHNG PHP NGHIN CU
2.1. Thit k nghin cu
2.1.1. Phng php
Nghin cu ny c thc hin qua hai bc: (1) nghin cu s b v (2)
nghin cu chnh thc. Nghin cu s b s dng phng php nghin cu nh tnh.
Trong phng php nghin cu nh tnh, tc gi s dng k thut tho lun nhm.
T kt qu ca tho lun nhm, thng o nhp ban u s c iu chnh v b sung
cc bin quan st dng o lng cc khi nim nghin cu, m bo thang o xy
dng ph hp vi l thuyt v c c th ho bng thc t (hot ng ngn hng).
Nghin cu nh tnh c thc hin thng qua k thut tho lun nhm: nhm
gm 14 ngi, trong gm 04 ngi (01 trng phng tn dng doanh nghip; 01
trng phng tn dng c nhn; 01 trng phng giao dch ngn qu v 01 trng
phng h tr nghip v) v 10 khch hng c thc hin vo thng 05 nm 2012
(Ph lc I).
Nghin cu chnh thc c thc hin bng phng php nghin cu nh
lng. Nghin cu nh lng ny c thc hin thng qua phng php phng vn
trc tip cc khch hng s dng dch v ti Ngn hng ACB mt s a im khc
nhau trn a bn thnh ph Nha Trang. Nghin cu chnh thc c s dng kim
nh li m hnh o lng v cc gi thuyt trong o lng. Nghin cu chnh thc
c thc hin t thng 5 n thng 7 nm 2012, vi c mu l 300.
2.1.2. Quy trnh nghin cu
Quy trnh nghin cu ca ti c trnh by trong hnh 2.1 v tin nghin cu
thc hin c trnh by trong bng 2.1:
Bng 2.1: Tin thc hin nghin cu
Bc Dng
nghin cu
Phng
php
K thut Thi gian a im
1 S b nh tnh Tho lun nhm 05/2012 Nha Trang
2 Chnh thc nh lng Phng vn trc tip 05-07/2012 Nha Trang
32
Hnh 2.1: Quy trnh nghin cu
Ngun: Da theo quy trnh nghin cu ca Nguyn nh Th, Nguyn Th Mai
Trang, nghin cu khoa hc Marketing, 2008
Bc 1: Xy dng thang o
thc hin bc ny, nghin cu ny xem xt n qui trnh xy dng thang
o da vo qui trnh do Churchill (1979) a ra. Thang o c xy dng trn c s l
thuyt (s 2.1). Trn c s ny mt tp bin quan st (thang o nhp 1) c xy
dng o lng cc khi nim tim n (Th v Trang, 2008).
Tho lun nhm
Thang o
Nghin cu nh lng
Cronbach alpha Loi bin c h s tng quan vi bin tng nh, kim tra h s Cronbach alpha
EFA Loi bin c trng s nh; Kim tra yu t trch c; Kim tra phng sai trch c.
CFA
SEM
Loi bin c trng s CFA nh; Kim tra thch hp ca m hnh; Kim tra gi tr hi t, gi tr phn bit, tnh n hng; Tnh h s tin cy tng hp, phng sai trch c.
Kim tra thch hp ca m hnh v gi tr lin h l thuyt
C s l thuyt iu chnh
Thang o
33
Bc 2: Nghin cu nh tnh
Nghin cu nh tnh thng qua tho lun nhm thc hin iu chnh v
kim tra xem ngi tr li c hiu c cc cu hi khng. Thng qua kt qu ca
nghin cu ny thang o nhp 1 c iu chnh thnh thang o chnh thc.
Bc 3: Nghin cu nh lng chnh thc
Nghin cu ny c thc hin bng phng php nh lng, thng qua
phng php phng vn trc tip, chn mu thun tin, vi c mu 300. Bc ny
c thc hin thng qua nhiu phng php phn tch bao gm:
Th nht, phn tch Cronbach alpha nhm kim tra tin cy ca thang o, gi
tr hi t v loi b bin rc c th gy ra cc nhn t khc trong phn tch nhn t.
Theo tc gi Th v Trang (2007) h s Cronbach alpha ti thiu hn 0.6, trn 0.8 l
thang o lng tt (nu ln hn 0.95 khng tt v cc bin o lng hu nh l mt).
Trong khi , h s tng quan gia bin v tng phi ln hn 0.3 (nu nh hn 0.3
c xem l bin rc, cn loi b ra khi thang o).
Th hai, phng php phn tch nhn t khm ph (Exploratory Factor
Analysis - EFA). Cng theo tc gi Th v Trang (2007) th vic loi cc bin c h s
ti nhn t nh (Factor loading - FL) (FL>0.3 c xem t mc ti thiu, >0.4 c
xem l quan trng, 0.5 c xem l c ngha thc tin, ln ca h s ny cn
ph hp vi kch thc mu) v kim tra tng phng sai trch c ( 50%). Ngoi
ra, chnh lch h s ti ca mt bin cc nhn t phi ln hn 0.3 v h s KMO
phi ln hn 0.5 (c ngha vic s dng phn tch nhn t l ph hp). Cc bin cn li
(thang o hon chnh) s c a vo phn tch CFA.
Th ba, phn tch nhn t khng nh (Confirmatory Factor Analysis - CFA)
c s dng nh gi thang o trc khi a vo phn tch m hnh cn bng cu
trc (Structural Equation Modeling - SEM). Theo tc gi Th v Trang (2007), trong
kim nh thang o phng php CFA trong phn tch m hnh cu trc tuyn tnh c
nhiu u im hn so vi phng php truyn thng nh phng php h s tng
quan, phng php phn tch nhn t khm ph EFA. L do l CFA cho php chng ta
kim nh cu trc l thuyt ca cc thang o lng nh mi quan h gia mt khi
nim nghin cu vi cc khi nim khc m khng b chch do sai s o lng. Hn
na chng ta c th kim nh gi tr hi t v gi tr phn bit ca thang o m khng
34
cn dng nhiu nghin cu nh phng php truyn thng MTMM (Multitrait -
Multimethod). Mt s ch tiu nh gi trong phn tch CFA l: trng s nhn t
phi ln hn 0.5 (1); tin cy tng hp ln hn 0.7 (2) v phng sai trch phi ln
hn 0.5 (3).
Thm na, o lng mc ph hp ca m hnh vi thng tin iu tra,
nghin cu ny s dng cc ch tiu Chi - bnh phng, Chi - bnh phng hiu chnh
theo bc t do (CMIN/df), ch s thch hp so snh CFI (comparative fit index); ch s
TLI (Tucker & Lewis Index) v ch s RMSEA (root mean square error
approximation). M hnh c gi l thch hp khi php kim nh Chi - bnh phng
c gi tr p> 5%. Tuy nhin, do gi tr Chi - bnh phng c nhc im l ph thuc
vo kch thc mu (Chi - bnh phng = (n-1) Fml: trong Fml l hm tng thch
khi dng php c lng ml v n l kch thc mu. Nh vy khi n cng ln th gi tr
thng k Chi bnh phng cng ln. iu ny lm gim mc ph hp ca m
hnh. Ngha l n khng phn nh ng mc ph hp thc s ca m hnh khi kch
thc mu ln (Th v Trang, 2007). V th, nu mt m hnh nhn c gi tr GFI,
TLI v CFI t 0.9 n 1, CMIN/df c gi tr < 2. Tuy nhin, khi xt gi tr CMIN/df
trong mt s nghin cu thc t ngi ta phn bit ra 2 trng hp : CMIN/df < 5(vi
mu N > 200) ; hay < 3 (khi c mu N < 200) th m hnh c xem l ph hp tt
(Kettinger v Lee 1995). Cui cng ch s RMSEA c gi tr
35
vo kt qu thu thp thng tin t nghin cu nh tnh.
Nh trnh by trong chng 1, thang o cht lng dch v gm nm thnh
phn: (1) S tin cy, k hiu (TC); (2) S p ng, k hiu (); (3) Nng lc phc
v, k hiu (NL); (4) S ng cm, k hiu (C); (5) Phng tin hu hnh, k hiu (HH).
Bn cnh , nghin cu cng xem xt mi quan h gia cht lng dch v k
hiu (CLDV); s tha mn ca khch hng k hiu (HL); hnh nh thng hiu k
hiu (TH); gi tr cm nhn k hiu (GCC) v lng trung thnh ca khch hng k
hiu (ID).
Ngoi ra, nghin cu cng xem xt mi quan h gia s tha mn ca khch
hng (HL), chi ph chuyn i k hiu (C) v lng trung thnh ca khch hng (ID).
Nh vy, c mi mt khi nim c s dng trong nghin cu ny. Cc khi
nim ny s c o lng bng cc bin quan st. Nhng thang o ny c xy
dng trn thang o Likert 5 im (t hon ton phn i n hon ton ng ).
2.2.1. Thang o cht lng dch v (CLDV)
Thang o c xy dng trn ngha ca tng khi nim v tham kho 22 bin
quan st ca thang o Servqual ng thi iu chnh cho ph hp vi cc c tnh ca
dch v ngn hng. C th cc thang o c m t nh sau:
- Thang o s tin cy (TC) c 10 bin s quan st o lng s tin cy l:
Bng 2.2: Thang o s tin cy (10 ch bo)
K hiu Bin quan st
TC1 ACB lun thc hin ng nhng g gii thiu, cam kt
TC2 ACB thc hin dch v ng ngay t ln u tin
TC3 ACB lun p ng nhu cu hp l ca khch hng
TC4 ACB lun lu khng xy ra sai st
TC5 ACB l ngn hng c khch hng tn nhim
TC6 ACB bo mt tt thng tin khch hng
TC7 ACB l ngi bn ng hnh ca khch hng
TC8 ACB c giy t, biu mu, hp ng c thit k n gin, r rng, thun tin
TC9 ACB lun x l giao dch nhanh
TC10 ACB c h thng phn mm ngn hng, my ATM lun hot ng tt
36
- Thang o s p ng () c 05 bin s quan st o lng n c th l:
Bng 2.3: Thang o s p ng (05 ch bo)
K hiu Bin quan st
1 Nhn vin ACB hng dn th tc cho khch hng y , d hiu
2 Nhn vin ACB c thi lch thip, thn thin vi khch hng
3 Nhn vin ACB khng bao gi t ra qu bn rn khi bn yu cu gip
4 Nhn vin ACB lun nhit tnh gip bn
5 Nhn vin ACB lun nhit tnh hng dn cc dch v tin ch cho bn
- Thang o nng lc phc v (NL) c 04 bin s quan st o lng n c
th l:
Bng 2.4: Thang o nng lc phc v (04 ch bo)
K hiu Bin quan st
NL1 Nhn vin ACB c kin thc chuyn mn t vn v gii p tha ng cc thc mc ca khch hng
NL2 Nhn vin ACB gii quyt khiu ni nhanh chng, hp l
NL3 Nhn vin ACB x l nghip v nhanh chng, chnh xc
NL4 Nhn vin ACB c tinh thn trch nhim cao trong cng vic, c o c
ngh nghip
- Thang o s ng cm (C) c 05 bin s quan st o lng n c th l:
Bng 2.5: Thang o s ng cm (05 ch bo)
K hiu Bin quan st
C1 ACB c chnh sch u i hn i vi khch hng truyn thng, khch hng c quan h uy tn
C2 ACB c nhng nhn vin lun quan tm tm hiu kp thi nhu cu ca khch hng
C3 ACB ly li ch ca khch hng lm iu tm nim
C4 ACB lun sn sng h tr bn khi bn gp kh khn,
C5 ACB lun c nhng li khuyn tt nht khi bn cn t vn
37
- Thang o phng tin hu hnh (HH) c 05 bin s quan st o lng n
c th l:
Bng 2.6: Thang o phng tin hu hnh (05 ch bo)
K hiu Bin quan st
HH1 ACB c a im giao dch rt thun li i vi bn
HH2 ACB c c s vt cht hin i, thoi mi
HH3 Nhn vin ACB c trang phc lch s, gn gng
HH4 ACB c ni xe thun tin khi lin h giao dch
HH5 ACB c cc tin nghi phc v khch hng tt (thit b, bo, nc ung, v sinh)
2.2.2. Thang o s tha mn ca khch hng (HL)
S tha mn c nh ngha theo Oliver (1997) l s phn ng ca khch hng
i vi vic c p ng nhng mong mun ca h. Thang o s tha mn da trn
nghin cu ca Fragata v Gallego (2009) v kt qu ca nghin cu nh tnh, gm 5
bin quan st sau:
Bng 2.7: Thang o s tha mn ca khch hng (05 ch bo)
K hiu Bin quan st
HL1 Ti hon ton hi lng vi cht lng dch v ti ngn hng ACB
HL2 Ti cm thy thch th khi s dng dch v ti ngn hng ACB
HL3 Ti cm thy tha mn vi cht lng dch v ti ngn hng ACB
HL4 Ti cm thy thoi mi khi s dng dch v ti ngn hng ACB
HL5 Ti cm thy yn tm khi s dng dch v ti ngn hng ACB
2.2.3. Thang o gi tr cm nhn (GCC)
Gi c ng vai tr quan trng trong tip th. Trong lnh vc ngn hng th yu
t li sut v yu t ph l hai yu t cn bn lin quan n gi. Cn c trn khi nim
gi tr cm nhn ca Lee v Murphy (2005) c 6 kha cnh o lng tc ng ca gi
n s tho mn: tnh cnh tranh ca gi, tnh hp l, tnh minh bch, tng quan gia
gi v cht lng, mc gi xc nh mt cch ng tin cy, mc gi c th chp nhn
c v thng qua qu trnh tho lun nhm thu thp c thng tin v gi tr cm
nhn c 06 bin quan st nh sau:
38
Bng 2.8: Thang o gi tr cm nhn (06 ch bo)
K hiu Bin quan st
GCC1 Biu ph ca ngn hng l hp l
GCC2 Li sut cho vay khng cao hn nhiu so vi ngn hng khc
GCC3 Li sut huy ng khng cao hn nhiu so vi ngn hng khc
GCC4 Li sut dao ng trong khong c th chp nhn c
GCC5 Li sut cho vay thng thp hn so vi ngn hng khc
GCC6 Li sut huy ng thng thp hn so vi ngn hng khc
2.2.4. Thang o hnh nh thng hiu (TH)
Nh trnh by trong phn c s l thuyt, hnh nh thng hiu l bt
c ci g lin kt trong tr nh ca khch hng n mt thng hiu c th (Aaker
1991). Khi nim trn lm c s xy dng cc thnh phn ca thang o hnh nh
thng hiu, ng thi cn c trn cc thang o xy dng trc ca David v
cng s (2006), Sabrina Helm (2007) v theo thng tin thu thp c t qu trnh tho
lun nhm, cc thnh phn ca thang o ny c xy dng nh sau:
Bng 2.9: Thang o hnh nh thng hiu (07 ch bo)
K hiu Bin quan st
TH1 ACB l ngn hng uy tn
TH2 ACB l thng hiu c nhiu ngi bit n
TH3 ACB t c nhiu gii thng trong lnh vc ngn hng
TH4 ACB l ngn hng ni bt trong h thng cc ngn hng
TH5 Ti thch ACB hn cc ngn hng khc
TH6 Ti c th d dng nhn bit ngn hng ACB trong cc ngn hng khc
TH7 Khi nhc n ngn hng ACB ti c th d dng hnh dung ra n
2.2.5. Thang o chi ph chuyn i (C)
Thang o c xy dng trn khi nim ca Aydin v Ozer (2005) chi ph
chuyn i c xem xt nh l chi ph ngn cn khch hng chuyn sang s dng
dch v ca i th cnh tranh. Cc ro cn ny lin quan n vic mt cng sc, thi
gian hoc chi ph ti chnh trong vic chuyn i nh cung cp (Jones v cng s
39
2002; Burnham v cng s 2003; Patterson v Smith 2003). Nh vy, thang o ny
c xy dng gm 6 bin:
Bng 2.10: Thang o chi ph chuyn i (06 ch bo)
K hiu Bin quan st
C1 Ph thanh l hp ng trc hn thng cao
C2 Ti s mt u i l khch hng lu nm khi chuyn i qua ngn hng
khc
C3 Ti s tn chi ph khi bt u thc hin giao dch vi ngn hng khc
C4 Ti s mt nhiu thi gian tm kim thng tin v ngn hng mi khi
mun thay i sang s dng dch v ti ngn hng khc
C5 Ti s mt nhiu cng sc khi mun thay i sang s dng dch v ti
ngn hng khc
C6 Ti c th gp nhng ri ro khi thay i sang s dng dch v ti ngn
hng khc
2.2.6. Thang o lng trung thnh ca khch hng (ID)
Thang o ny c xy dng trn khi nim ca Day (1969) lng trung thnh
ca thng hiu c xem nh l hnh vi mua sm ph hp bt ngun t thi tch
cc ca khch hng i vi mt thng hiu c th v m hnh xut (Day 1969;
Jacoby v Chestnut 1978; Reichheld 2003). Thm vo , thng qua qu trnh tho
lun nhm thang o trung thnh thi c o lng bng 06 bin quan st nh sau:
Bng 2.11: Thang o lng trung thnh ca khch hng (06 ch bo)
K hiu Bin quan st
ID1 Ti c nh s dng dch v ti ACB trong thi gian ti
ID2 Ti mong mun s dng dch v ti ACB trong thi gian ti
ID3 Ti c kh nng cao trong s dng dch v ti ACB trong thi gian ti
ID4 Ti mong mun gn b lu di vi ACB
ID5 Ti vui khi gii thiu cho ngi khc s dng dch v ca ACB
ID6 Ti s ni tt v dch v ACB vi ngi khc
2.3. Mu nghin cu
Mu c chn theo phng php thun tin vi kch thc mu d tnh l 300.
40
Phng php phn tch d liu chnh c s dng cho nghin cu ny l phn tch
m hnh cu trc tuyn tnh. Theo cc nh nghin cu trong lnh vc ny kch thc
mu cn ty thuc vo phng php c lng s dng (v d, ML, GLS hay ADF).
Nu s dng phng php c lng ML th kch thc mu ti thiu phi t 100 n
150 mu (Hair v cng s 1998), hay t nht l 200 mu (Hoelter). Cng c ngi cho
rng kch thc mu ti thiu l 5 mu cho mt tham s c lng (Bollen, 1989) (
Th v Trang, 2007).
t c n=300 ra, 320 bng cu hi phng vn v c thu thp t 04
a im khc nhau trn a bn thnh ph Nha Trang (Chi nhnh ACB Khnh Ha,
phng giao dch Phng Sn, phng giao dch Ch m v phng giao dch Vnh
Phc). Cc khch hng bao gm c nhn v i din cho t chc c la chn ngu
nhin. Sau khi thu v, s lng bng cu hi l 300 bng.
Kt lun chng 2
Chng ny trnh by phng php nghin cu c thc hin xy dng,
nh gi thang o cc khi nim v m hnh l thuyt. Phng php nghin cu c
thc hin qua hai bc: nghin cu s b l mt nghin cu nh tnh s dng k
thut tho lun nhm v nghin cu chnh thc l mt nghin cu nh lng s dng
k thut phng vn trc tip vi kch thc mu l n=300. Chng tip theo s trnh
by phng php phn tch thng tin v kt qu nghin cu, bao gm nh gi li
thang o, kim nh m hnh nghin cu v cc gi thuyt.
41
CHNG III. KT QU NGHIN CU
3.1. Tng quan v Ngn hng ACB Chi nhnh Khnh Ha
3.1.1.Gii thiu v ACB
Ngn hng TMCP Chu (ACB) c thnh lp theo Giy php s 0032/NH-
GP do Ngn hng Nh nc (NHNN) cp ngy 24/04/1993, v Giy php s 533/GP-
UB do y ban Nhn dn TP.HCM cp ngy 13/05/1993. Ngy 04/06/1993, ACB chnh
thc i vo hot ng.
Tn giao dch quc t: Asian Commercial Bank (ACB)
Tr s chnh: 442 Nguyn Th Minh Khai, Qun 3, TP.HCM
Tn vit tt: ACB
Website: www.acb.com.vn
Giai on 1993-1995: y l giai on u ca qu trnh i mi kinh t, x hi
Vit Nam, ACB ngay t thi k mi thnh lp theo ui mt chnh sch kinh
doanh cn trng, tp trung xy dng cc nn mng quy trnh, quy phm nghip v, c
ch qun tr iu hnh, vi chin lc hng ti phn khc th trng chnh ang b b
ng l cc c nhn v doanh nghip va v nh.
Giai on 1996-2002: Nm 1997 ACB l ngn hng u tin c Th tng
Chnh ph cho php th im bn c phn cho nh u t nc ngoi, nh du bc
u quan trng ca ACB thay i v cht trong thnh phn c ng. ACB l mt
trong nhng ngn hng i tin phong Vit Nam trang b h thng cng ngh thng
tin ngn hng li v c cu t chc theo nh hng hng ti khch hng, tng bc
xy dng, hon thin h thng quy trnh quy phm nghip v trn c s cng ngh
mi v p dng cc nguyn tc qun l cht lng theo ISO, theo hng tp trung ha,
pht trin cc sn phm dch v hng n chun mc quc t, nhm n cc phn
khc th trng truyn thng.
Giai on 2003 n nay: c bit, t sau 2003 tr li y, ACB chuyn sang
chin lc tng tc pht trin theo b rng v c nhng thnh cng bc u. Nm
2005 ACB chnh thc la chn Ngn hng Stander Charted (SCB) l c ng chin
lc v sang 2006 chnh thc nim yt trn th trng chng khon tp trung. Ti
nay, ACB tr thnh ngn hng c quy m ln, hot ng hiu qu, ng trong s 5
42
ngn hng hng u Vit Nam, t quy m tng ti sn khong 10 t USD, gi tr
vn ha th trng hn 1,2 t USD v li nhun hng nm trn 150 triu USD. Trong
sut 19 nm thnh lp v hot ng, ACB lun c cc c quan qun l nh nc
Vit Nam, cc khch hng, cc i tc v cc t chc quc t nh gi cao v c
nhn nhiu gii thng.
Nhn li bn thn ACB, sau 19 nm thnh lp, bn cnh nhng thnh cng rt
quan trng t c, thi gian gn y nng lc ni ti ca ACB bt u bc l
nhng im yu, hn ch tc pht trin v hiu qu hot ng ca ngn hng.
Nhiu vn v c cu t chc, c ch vn hnh, nng lc qun l ca i ng cn b
ch cht ca ACB ngy cng t ra khng p ng c yu cu pht trin nhanh v
bn vng ca ACB trong thi k mi. C th ni, chin lc pht trin theo b rng
c khai thc n ht gii hn, nu khng c kp thi thay i, s to ra gnh nng
cho chnh ACB. Tnh hnh i hi ACB phi t i mi mnh m, su rng, ton
din p ng cc yu cu v i hi trong giai on pht trin tip theo. V vy,
ACB cn xy dng cho mnh mt chin lc pht trin mi giai on 2011-2015 v
cc chnh sch trin khai thc hin chin lc mi ny ti ACB.
3.1.2.Gii thiu v ACB Chi nhnh Khnh Ha
3.1.2.1. Qu trnh hnh thnh v pht trin
Ngn hng TMCP Chu Chi nhnh Khnh Ha c thnh lp vo cui
nm 2004 v l mt phn trong vic thc hin mc tiu pht trin mng li ca ACB
cc tnh thnh trong c nc.
a im ban u ca ngn hng TMCP Chu Chi nhnh Khnh Ha l ti
s 25 ng L Li, thnh ph Nha Trang v cng ch mi trin khai c mt s
nghip v c bn nh: huy ng vn theo cc hnh thc gi tit kim, tin gi thanh
ton; cho vay, thanh ton quc t, pht hnh thanh ton th tn dng v th ghi n...
Vi s pht trin
