SUHAILONG VIETINBANK

8/2/2019 SUHAILONG VIETINBANK

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TRNG I HC CN THKHOA KINH T - QUN TR KINH DOANH

&

LUN VN TT NGHIP

ti:

NH GI MC HI LNGCA KHCH HNG V DCH V TH ATMCA NGN HNG TMCP CNG THNG

CHI NHNH BN TRE

Gio vin hng dn: Sinh vin thc hin:L QUANG VIT CA HNG NGC M

M sSV: 4061516Lp: QTKDTH kha 32

Cn Th- 2010


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nh gi mc hi lng ca khch hng v dch v th ATM ca VietinBank Bn Tre

GVHD: ThS. L Quang Vit i SVTH: Ca Hng Ngc M

LI CM T@& ?

Trong sut thi gian bn nm hc Trng i hc Cn Th, bn cnh s

n lc ca bn thn, em cn nhn c s ch bo tn tnh ca qu thy c,

chng em c trang b nhng kin thc cn thit cho ngh nghip sau ny.

Khong thi gian ba thng thc tp tt nghip ti Ngn hng TMCP Cng

Thng Bn Tre l qu trnh kt hp l thuyt c hc trng v mi trng

lm vic bn ngoi gip cho em nm vng hn nhng kin thc chuyn ngnh

ca mnh, ng thi bit thm nhng kinh nghim cng nh cch lm vic bn

ngoi x hi. Bng s n lc ht mnh, n nay em hon thnh lun vn tt

nghip vi ti nh gi mc hi lng ca khch hng v dch v th

ATM ca Ngn hng TMCP Cng Thng chi nhnh Bn Tre.

Em xin chn thnh cm n Ban Gim Hiu trng i Hc Cn Th to

iu kin thun li cho chng em hc tp nghin cu; xin cm n qu thy c

khoa Kinh t - Qun tr kinh doanh truyn t cho chng em nhng kin thc

qu bu, s l nn tng vng chc cho chng em sau ny, c bit em xin gi

li bit n su sc n thy L Quang Vit tn tnh hng dn em trong sut

thi gian lm ti lun vn.

Em cng xin chn thnh cm n Ban Gim c Ngn hng Cng Thng

chi nhnh Bn Tre cng ton th nhn vin trong chi nhnh h tr, cung cpcho em cc s liu cn thit hon thnh lun vn, c bit xin chn thnh cm

n ch Trn nh Thu nhit tnh gip v truyn t nhng kinh nghim qu

bu gip em hon thnh tt lun vn.

Tuy nhin, do cn hn hp v kin thc v kinh nghim nn kh trnh c

nhng thiu st. Em rt mong s gp kin ca cc thy c, cquan thc tp

ti hon thin hn.

Xin knh chc qu Thy C, Ban Gim c v ton th cn b trong chinhnh di do sc kho, gt hi c nhiu thnh cng v Ngn Hng ngy cng

pht trin.

Xin trn trng cm n!

Sinh vin thc hin

Ca Hng Ngc M


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GVHD: ThS. L Quang Vit ii SVTH: Ca Hng Ngc M

LI CAM OAN

====================

Ti cam oan rng ti ny l do chnh ti thc hin, cc s liu thu thp v

kt qu phn tch trong ti l trung thc, ti khng trng vi bt k ti

nghin cu khoa hc no.

Thng 04 nm 2010

Sinh vin thc hin

Ca Hng Ngc M


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GVHD: ThS. L Quang Vit iv SVTH: Ca Hng Ngc M

NHN XT CA GIO VIN HNG DN

@& ?

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GVHD: ThS. L Quang Vit v SVTH: Ca Hng Ngc M

NHN XT CA GIO VIN PHN BIN

@& ?

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GVHD: ThS. L Quang Vit vi SVTH: Ca Hng Ngc M

MC LCTrang

Chng 1........................................................................................................... 1

GII THIU..................................................................................................... 1

1.1. t vn : ............................................................................................... 1

1.1.1. S cn thit hnh thnh ti: ............................................................ 1

1.1.2. Cn c khoa hc v thc tin: ............................................................ 2

1.2. Mc tiu nghin cu:................................................................................ 3

1.2.1. Mc tiu chung: ................................................................................. 3

1.2.2. Mc tiu c th: ................................................................................. 3

1.3. Cc gi thuyt kim nh v cu hi nghin cu:...................................... 3

1.3.1. Cc gi thuyt kim nh: .................................................................. 3

1.3.2. Cu hi nghin cu: ........................................................................... 4

1.4. Phm vi nghin cu:................................................................................. 4

1.4.1. Khng gian:....................................................................................... 4

1.4.2. Thi gian: .......................................................................................... 4

1.4.3. i tng nghin cu: ....................................................................... 4

1.5. Lc kho ti liu c lin quan n ti nghin cu: ............................. 5

Chng 2........................................................................................................... 6

PHNG PHP LUN V PHNG PHP NGHIN CU.................... 62.1.Phng php lun:..................................................................................... 6

2.1.1.Cc khi nim v th thanh ton: ........................................................ 6

2.1.2. Cc khi nim chung v th ATM:..................................................... 8

2.1.3. Ch s mc hi lng ca khch hng (CSI):................................. 11

2.2.Phng php nghin cu: ........................................................................ 18

2.2.1. Phng php chn vng nghin cu: ............................................... 18

2.2.1. Phng php thu thp s liu: .......................................................... 192.2.2. Phng php phn tch s liu: ....................................................... 19

Chng 3......................................................................................................... 21

GII THIU KHI QUT NGN HNG CNG THNG ................... 21

3.1.Gii thiu khi qut v ngn hng VietinBank: ....................................... 21

3.1.1 S hnh thnh v pht trin ca VietinBank Vit Nam: ..................... 21


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GVHD: ThS. L Quang Vit vii SVTH: Ca Hng Ngc M

3.1.2. Gii thiu v ngn hng VietinBank chi nhnh Bn Tre:.................. 23

3.2. Nhng thun li v kh khn trong kinh doanh dch v th ATM ca

VietinBank Bn Tre: ..................................................................................... 27

3.2.1. Thun li: ........................................................................................ 27

3.2.2. Kh khn: ........................................................................................ 28

3.3. nh hng pht trin dch v th trong tng lai ca ngn hng TMCP

Cng thng chi nhnh Bn Tre:................................................................... 29

Chng 4......................................................................................................... 30

NH GI MC HI LNG CA KHCH HNG V DCH V

TH ATM CA VIETIN BANK..................... Error! Bookmark not defined.30

4.1. Thc trng kinh doanh dch v th ATM ca ngn hng TMCP Cng

thng chi nhnh Bn Tre:............................................................................ 30

4.1.1. S lng th pht hnh qua cc nm:............................................... 30

4.1.2. Doanh s thanh ton ti cc n v chp nhn th v doanh s giao

dch qua my ATM:........................ ......................... ......................... ......... 32

4.2. Xc nh cc yu t tc ng n s hi lng ca khch hng v dch v

th ATM: ...................................................................................................... 35

4.3. Thi quen s dng th ca khch hng:.................................................. 35

4.3.1. Khi qut c im chung ca khch hng:...................................... 35

4.3.2. Nhng knh thng tin ch yu tc ng n khch hng trong vic la

chn s dng th ATM ca ngn hng VietinBank:................................... 37

4.3.3. Thi quen la chn a im rt tin:............................................... 39

4.4. Mc hi lng ca khch hng v kh nng cung cp dch v th ATM

ca VietinBank Bn Tre:............................................................................... 40

4.4.1. Nhng yu t khch hng quan tm nht khi la chn th ATM ca

ngn hng: ................................................................................................. 40

4.4.2. So snh mc nhn bit ca khch hng v dch v th ATM caVietinBank so vi cc ngn hng khc trn cng a bn:.......................... 42

4.4.3. Mc hi lng ca khch hng v kh nng cung cp dch v th

ATM ca VietinBank Bn Tre:.................................................................. 44

4.5. Nhng kh khn m khch hng gp phi khi s dng th: .................... 57


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GVHD: ThS. L Quang Vit viii SVTH: Ca Hng Ngc M

4.6. kin, xut ca khch hng v dch v th ATM ca ngn hng Cng

thng:...................... ......................... ......................... ......................... ......... 58

4.7. Xu hng s dng th trong tng lai ca khch hng: .......................... 62

4.8. Tng kt im s v s hi lng ca khch hng n dch v th ATM ca

VietinBank:........................... ........................................................................ 64

Chng 5......................................................................................................... 69

MT S GII PHP NHM NNG CAO MC HI LNG CA

KHCH HNG V DCH V TH ATM CA NGN HNG TMCP

CNG THNG BN TRE ......................................................................... 69

5.1. Nhng tn ti v nguyn nhn ca nhng tn ti:................................... 69

5.1.1. Nhng tn ti trong kinh doanh dch v th ATM trong nhng nm

qua: ........................................................................................................... 69

5.1.2. Nguyn nhn ca nhng tn ti:....................................................... 70

5.2. Cc gii php nhm nng cao mc hi lng ca khch hng v dch v

th ATM: ...................................................................................................... 71

5.2.1. Nhng im mnh, im yu, chi, e da trong kinh doanh dch v

th ATM:................................................................................................... 71

5.2.2. Xy dng ma trn S.W.O.T tm ra nhng gii php nng cao mc

hi lng ca khch hng v dch v th ATM: ...................................... 74

5.2.3. Nhng gii php nhm nng cao hiu qu kinh doanh dch v th

ATM ca VietinBank: ............................................................................... 75

Chng 6......................................................................................................... 86

KT LUN V KIN NGH ........................................................................ 86

6.1. Kt lun:................................................................................................. 86

6.2. Kin ngh: .............................................................................................. 87

6.2.1. i vi chnh ph: ........................................................................... 87

6.2.2. i vi ngn hng: .......................................................................... 886.2.3. i vi khch hng:......................................................................... 91

TI LIU THAM KHO .............................................................................. 93


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GVHD: ThS. L Quang Vit ix SVTH: Ca Hng Ngc M

DANH MC BIU BNGTrang

Bng 1: S lng th pht hnh cc huyn ca Vietinbank Bn Tre............... 18

Bng 2: S lng th E-Partner pht hnh ti VietinBank Bn Tre ................... 30

Bng 3: Ph pht hnh th qua 3 nm (2007 2009) ......................................... 32

Bng 4: Doanh s thanh ton ti cc n v chp nhn th v doanh s giao dch

qua my ATM .................................................................................................. 33

Bng 5: c im chung ca khch hng......................................................... 36

Bng 6: Knh thng tin ch yu tc ng n quyt nh la chn s dng th

ca khch hng ................................................................................................. 38

Bng 7: a im thng rt tin...................................................................... 39

Bng 8: Nhng yu t khch hng quan tm nht khi la chn s dng th ATM

ca ngn hng................................................................................................... 41Bng 9: n tng u tin ca khch hng v cc ngn hng cung cp dch v

th ATM........................................................................................................... 42

Bng 10: nh gi mc tin tng ca khch hng v uy tn, danh ting ca

VietinBank ....................................................................................................... 44

Bng 11: L do chn s dng th ca Ngn hng Cng Thng VietinBank.. 45

Bng 12: nh gi mc hi lng ca khch hng v th tc lm th ............ 46

Bng 13: Mc hi lng v thi gian lm th................................................. 47Bng 14: Mc hi lng v ph pht hnh th ................................................ 48

Bng 15: Mi quan h gia mc hi lng v ph pht hnh th .................... 49

Bng 16: Mc hi lng v li sut ................................................................ 50

Bng 17: Hn mc giao dch............................................................................. 51

Bng 18: Mc hi lng v hn mc giao dch .............................................. 51

Bng 19: Mc hi lng v cch b tr my................................................... 52

Bng 20: S ln giao dch khng thnh cng qua my ATM............................. 53

Bng 21: Mc hi lng v cht lng phc v ca my ATM...................... 54

Bng 22: Mc hi lng v thit k ca th ATM.......................................... 55

Bng 23: kin khch hng v cc dch v km theo....................................... 56

Bng 24: Mc hi lng v cc tiu ch khc ................................................. 57

Bng 25: Nhng kh khn m khch hng thng gp phi.............................. 57


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GVHD: ThS. L Quang Vit x SVTH: Ca Hng Ngc M

Bng 26: kin, xut ca khch hng v dch v th ca ngn hng ........... 58

Bng 27: V trt thm my ATM .................................................................. 60

Bng 28: Mc li sut mong i ....................................................................... 60

Bng 29: Kin ngh v khon thi gian lm th................................................. 61

Bng 30: Mi quan h gia thu nhp v mong mun s dng thm dch v ...... 61

Bng 31: nh thay i thang s dng....................................................... 63

Bng 32: Dnh mthm ti khon ............................................................... 63

Bng 33: Gii thiu v ngn hng Cng Thng - Vietinbank.......................... 64

Bng 34: nh gi chung mc hi lng ca khch hng v dch v th E-

Partner .............................................................................................................. 66

Bng 35: Tng kt im trung bnh v dch v th ATM .................................. 67


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GVHD: ThS. L Quang Vit xi SVTH: Ca Hng Ngc M

DANH MC HNHTrang

Hnh 1: M hnh ch s hi lng khch hng ca M ........................................ 13

Hnh 2: M hnh ch s hi lng khch hng cc quc gia EU........................... 14

Hnh 3: M hnh l thuyt ch s hi lng khch hng ca Vit Nam................ 15

Hnh 4: M hnh l thuyt v ch s hi lng khch hng ca cc ngn hng ..... 16

Hnh 5: Qui trnh pht hnh th E-Partner......................................................... 26

Hnh 6: S lng th E-Partner ca VietinBank pht hnh qua cc nm ........... 31

Hnh 7: Tng doanh s giao dch qua my ATM thanh ton ti cc n v chp

nhn th ........................ ......................... ......................... ......................... ......... 34

Hnh 8: Phng tin tm hiu ca khch hng v dch v th ............................ 38

Hnh 9: Nhng a im khch hng thng rt tin......................................... 40Hnh 10: Yu t khch hng quan tm nht khi s dng th ATM .................... 41

Hnh 11: n tng ca khch hng v cc ngn hng....................................... 43

Hnh 12: Mc tin tng vo uy tn ngn hng.............................................. 45

Hnh 13: Mc hi lng v th tc lm th .................................................... 46

Hnh 14: Mc hi lng v thi gian lm th ................................................. 47

Hnh 15: Mc hi lng ca khch hng v ph pht hnh th........................ 48

Hnh 16: Mc hi lng v mc li sut ........................................................ 50Hnh 17: Mc hi lng ca khch hng v hn mc giao dch...................... 52

Hnh 18: Mc hi lng v cch b tr my ATM.......................................... 53

Hnh 19: Mc hi lng v cht lng phc v ca my ATM ...................... 54

Hnh 20: Nhng xut ca khch hng........................................................... 59


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GVHD: ThS. L Quang Vit xii SVTH: Ca Hng Ngc M

DANH MC CC TVIT TT

@& ?

VIETINBANK: Ngn hng Cng Thng

TMCP: Thng mi c phnTNHH: Trch nhim hu hn

HQT: Hi ng qun tr

NHCT: Ngn hng cng thng

VN: Vit Nam ng

NHTM: Ngn hng thng mi


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GVHD: ThS. L Quang Vit 1 SVTH: Ca Hng Ngc M

Chng 1

GII THIU

1.1. t vn :

1.1.1. Scn thit hnh thnh ti:

Xu hng hin nay trn th gii l vic thanh ton khng dng tin mt, vics dng th thanh ton gip khch hng tit kim c thi gian, giao dch tr

nn nhanh chng, tin li hn. Ha trong xu th hi nhp, ngi dn Vit Nam

cng tip cn v s dng th thanh ton ngy cng nhiu. Trong s pht trin

chung , sng gp ca h thng ngn hng l khng th thiu vi vai tr

trung gian thanh ton trong nn kinh t v gi mt vai tr quan trng quyt nh

n s pht trin thng mi Vit Nam. Trong cc loi th thanh ton th th

ATM ngy cng c s dng rng ri v nhu cu s dng th ATM ngy cng

nhiu.

Hn na, khch hng chnh l ngi s quyt nh s sng cn ca doanh

nghip. Mt trong nhng yu t gip doanh nghip tn ti v pht trin trn th

trng l vic tha mn c nhu cu ca khch hng v c khch hng tin

tng. Th nhng, Lm th no bit khch hng c c tha mn hay

khng? Lm th no bit h cn g?, l iu m cc doanh nghip cn phi

lun quan tm. Theo bi nghin cu ca ThS.L Vn Huy th c trung bnh mt

khch hng khng hi lng h s k s kh chu cho chn ngi nghe v mt

khch hng c tho mn s k cho nm ngi khc v nhng cm nhn tt p

i vi sn phm, dch v ca doanh nghip. V vy, khi mt doanh nghip

khng lm tho mn khch hng th khng nhng doanh nghip nh mt khch

hng m cn lm mt i rt nhiu khch hng tim nng. Cc doanh nghip

iu hiu rng lun t c thnh cng, mun c s tng trng trong doanh

nghip th phi u t v kinh doanh da trn csnm bt nhu cu ca khch

hng vi mc tiu tha mn tt nht nhu cu v mong mun ca h.Chnh v vy, vic thng xuyn kim tra, nh gi mc tha mn ca

khch hng, thng xuyn tm hiu nm bt nhu cu ca khch hng l ht sc

cn thit i vi mt doanh nghip. Bi qua , cc doanh nghip s c c

nhng kt qu c th v snh gi, cm nhn ca khch hng i vi tng sn

phm - dch v, lm csvng chc cho vic ci tin cht lng, xy dng cc


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chin lc cnh tranh, tip th, chin lc xy dng thng hiu, xc tin thng

mi cp doanh nghip cng nh trong ngnh. i vi ngn hng cng th, phi

thng xuyn tm hiu nhu cu ca khch hng p ng kp lc bi v s cnh

tranh trong ngnh ngn hng ang rt khc lit, c i tt n u th mi c th

tn ti v ng vng trong ngnh.

1.1.2. Cn ckhoa hc v thc tin:

Vic hn ch s dng tin mt, pht trin cc phng tin thanh ton khng

dng tin mt ph hp vi cc chun mc quc t trong hot ng ngn hng

l nhng mc tiu m h thng Ngn hng Vit Nam ang hng ti, cng l

mc tiu phn u ca Ngn hng Cng thng Vit Nam chi nhnh Bn Tre.

Th trng dch v th ATM Vit Nam ang rt si ng bi v s tc ng

tch cc ca Ch th 20 ca chnh ph v vic tr lng qua ti khon cho cc i

tng hng lng t Ngn sch Nh nc, nhu cu s dng th hin nay l rt

ln. Tuy nhin nhu cu ca ngi tiu dng l v hn, nhng i hi ca h l v

cng tn. Trong khi sn phm ca chng ta l hu hn, nhng tin ch ch

dng li mt chng mc no . Th trng tiu dng lun bin ng v thay

i lin tc, nhu cu ca con ngi lun thay i theo thi gian. Theo cc nh

kinh t hc phn tch th trong s nhng nguyn nhn dn n s tht bi ca

doanh nghip th 30% l do khng p ng c nhu cu v mong i ca ngi

tiu dng. V vy chng ta phi lun thay i, lm mi sn phm p ng nhu

cu ngy cng cao ca con ngi v x hi.

Hn na, trong giai on cnh tranh gay gt nh hin nay th cc doanh

nghip ni chung v ngn hng ni ring khng th no c ngi yn mt ch m

chi khch hng tm n vi mnh, lm nh vy chng ta s khng th no

theo kp i th cnh tranh. Chng ta phi bit chng em than n ni c

tuyt, phi tm n khch hng, n ly thi c vn ln trc i th. Chnh

v th, vic phn tch mc tha mn ca khch hng l mt vic lm cn thitnhm gip cho ngn hng nhn thy Khch hng tha mn vi dch v m

mnh cung cp hay cha? Nhu cu trong tng lai ca h l g? ngn hng c

th kp thi p ng. Qua cng gip ngn hng thy c nhng im mnh,

im yu ca mnh t rt ra kinh nghim v a ra nhng gii php

hon thin cht lng dch v, thu ht thm nhiu khch hng mi.


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Do nhn thc c tm quan trng ca vic nghin cu mc hi lng

khch hng i vi ngn hng, cng vi thi gian thc tp ti Ngn hng thng

mi c phn (TMCP) Cng thng chi nhnh Bn Tre - VietinBank, em quyt

nh chn ti nh gi mc hi lng ca khch hng vdch v th ATM

ca ngn hng TMCP Cng Thng chi nhnh Bn Tre lm lun vn tt

nghip.

1.2. Mc tiu nghin cu:

1.2.1. Mc tiu chung:

- S dng s liu scp c c t vic i phng vn khch hng kt hp vi

s liu th cp t cc phng ti ngn hng nh gi tnh hnh s dng th

ATM E-Partner cng nh mc hi lng ca khch hng khi s dng th ATM

E-Partner ca Ngn hng Cng thng chi nhnh Bn Tre. Qua thy c

im mnh v im yu ca sn phm th ATM trn th trng hin nay.

- xut nhng gii php v kin ngh nng cao cht lng dch v v gia

tng lng khch hng s dng th E-Partner ca Ngn hng TMCP Cng

Thng chi nhnh Bn Tre.

1.2.2. Mc tiu c th:

- Cn c vo nhng s liu v s lng th pht hnh, doanh thu t th cng

nh tnh hnh hot ng trong dch v th ATM trong 3 nm (2007 - 2009) m

VietinBank cung cp, tin hnh phn tch, nh gi chung v thc trng kinh

doanh dch v th ATM ca ngn hng.

- Phng vn trc tip ly kin khch hng, s dng SPSS phn tch v

x l s liu nhm nh gi mc tha mn ca khch hng v dch v th

ATM ca VietinBank Bn Tre. Trn cs, snh gi c nhng kt qu

t c, cng nh tm ra nhng tn ti v nhng kh khn ca dch v th ATM

trong thi gian qua.

- xut nhng gii php ch yu nhm nng cao hiu qu s dng th v thuht khch hng s dng th ATM E-Partner ca ngn hng.

1.3. Cc gi thuyt kim nh v cu hi nghin cu:

1.3.1. Cc gi thuyt kim nh:

- Khch hng cm thy hi lng vi dch v th ATM ca ngn hng Cng

thng.


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- S lng th ATM E-Partner pht hnh tng nhanh qua cc nm.

1.3.2. Cu hi nghin cu:

- Nhng yu t no c nh hng n khch hng trong vic ra quyt nh la

chn s dng loi th ATM?

- Khch hng bit n th ATM E-Partner ca VietinBank thng qua nhng

ngun thng tin no l ch yu?

- Cch b tr h thng rt tin nh hin nay c thun li v d dng cho khch

s dng khng?

- Khch hng thc hin giao dch qua my tng cn nhng im no hn

ch?

- Cn pht trin thm nhng dch v no h trcho my rt tin tng nhm

tng s hi lng ca khch hng?

- p ng ngy mt tt hn nhng nhu cu a dng ca khch hng th v

pha Ngn hng cn phi ci thin nhng im no?

1.4. Phm vi nghin cu:

1.4.1. Khng gian:

Lun vn c thc hin ti Ngn hng TMCP Cng thng chi nhnh Bn

Tre: 142A Nguyn nh Chiu, Phng 2, Thnh ph Bn Tre.

1.4.2. Thi gian:

- Lun vn c thc hin trong thi gian t ngy 02/02/2010 n ngy

23/04/2010.

- S dng s liu th cp c cung cp bi VietinBank Bn Tre (2007

2009)

- S liu scp thng qua phng vn 60 khch hng ti thi im nghin cu

(t 02/2010 n 04/2010).

1.4.3. i tng nghin cu:

- Khch hng c nhn - nhng ngi dn ang sng v lm vic ti Bn Tre vc bit l phi tng s dng dch v th ATM ca VietinBank, tp trung ch

yu vo nhm khch hng l cn b, cng nhn vin chc s dng dch v chi

lng qua th ca ngn hng Cng Thng.

- S liu v tnh hnh pht hnh th, doanh thu t th qua 3 nm 2007 2009

do ngn hng TMCP Cng thng chi nhnh Bn Tre cung cp.


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1.5. Lc kho ti liu c lin quan n ti nghin cu:

- PGS,TS. L Th Gii, ThS. L Vn Huy. M hnh nghin cu nhng nhn

tnh hng n nh v quytnh sdng th ATM ti Vit Nam. Cn c

vo nhng nhn t c hng n quyt nh s dng th ATM ti Vit Nam

c tc gi cp trong ti liu, phn no gip em hnh thnh c danh

mc cc yu t c tc ng n s hi lng ca khch hng v sn phm th

ATM.

- TS. Lu Thanh c Hi. Marketing ng dng trong sn xut kinh doanh

thng mi dch v, Nh xut bn thng k; Nghin cu Marketing, Ti

liu lu hnh ni b. Quyn sch cung cp cho em nhng kin thc cbn v

marketing v nhng ng dng thc t ca marketing trong kinh doanh.

- ThS. L Vn Huy, Nguyn Th H Mi (2007). Xy dng m hnh l thuyt

v phng php o lng vchshi lng khch hng Vit Nam, bo Tp

ch Ngn hng (s12). Ti liu trnh by c th ngun gc ca vic s dng

CSI v nhng m hnh v ch s hi lng ca khch hng (CSI) cc nc trn

th gii, ng thi nu bt ln ngha cng nh phng php o lng CSI.

- Lun vn tt nghip: Nghin cu thc trng vic sdng sn phm th thanh

ton ti ngn hng thng mi cphn Chuca tc gi Phm V Phng

i lp Qun Tr Tng Hp Kho 30 Trng i hc Cn Th thc hin. Bi

lun vn phn tch kt qu hot ng kinh doanh ca ngn hng, doanh s t th

mang li, cng nh mc hi lng ca khch hng v dch v th thanh ton.

Bi lun vn cn a ra nhng gii php nng cao hiu qu kinh doanh th

thanh ton.


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Chng 2

PHNG PHP LUN V PHNG PHP NGHIN CU

2.1.Phng php lun:

2.1.1.Cc khi nim v th thanh ton:

2.1.1.1.Th thanh ton l g?C rt nhiu khi nim lin quan n th thanh ton, mi khi nim u lm

ni bt mt kha cnh no . Di y l mt s khi nim cbn:

- L tn gi chung cho cc th do cc t chc ti chnh - ngn hng pht hnh,

c tc dng nh ci vin t v mc ch ch yu hin nay l dng thanh

ton hng ho - dch v m khng dng tin mt.

- Th thanh ton l mt phng tin thanh ton khng dng tin mt m ngi

ch th c th s dng rt tin mt hoc thanh ton tin mua hng ho, dch

v ti cc im chp nhn thanh ton bng th.

- Th thanh ton l mt loi cng c thanh ton hin i do ngn hng pht

hnh v bn cho cc n v v c nhn h s dng trong thanh ton tin mua

hng ha, dch v,hoc rt tin mt ti cc ngn hng i l hay ti cc quy

rt tin tng (ATM).

2.1.1.2. Phn loi th thanh ton

C nhiu cch phn loi th thanh ton: phn loi theo cng ngh sn xut,

theo ch th pht hnh, theo tnh cht thanh ton ca th, theo phm vi lnh th

a. Theo cng ngh sn xut:c 3 loi

Th khc chni (EmbossingCard): da trn cng ngh khc ch ni, tm

thu tin c sn xut theo cng ngh ny.

Th bng t (Magnetic stripe): da trn k thut th tn vi hai bng t

cha thng tin ng sau mt th.

Th thng minh (Smart Card):y l th h mi nht ca th thanh ton,

th c cu trc hon ton nh mt my vi tnh.b. Theo tnh cht thanh ton ca th: c 3 loi

Th tn dng:

- Th tn dng (Credit Card) l loi thc s dng ph bin nht, p dng

cho nhng khch hng c iu kin c ngn hng pht hnh th cho vay

vn thanh ton tin hng ha, dch v vi tnh nng chi tiu trc, tr tin


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sau. Sau khi s dng th khch hng phi tr ngc, tin li v ph cho ngn

hng pht hnh th.

- Hin ti Ngn hng TMCP Cng thng ang pht hnh cc loi th tn dng

Quc t mang thng hiu Cremium Visa v Cremium MasterCard.

+ i tng pht hnh thc mrng cho tt c cc khch hng, ngi c

thu nhp n nh t 2,5 triu ng/thng tr ln v s dng dch v nhn lng

qua ti khon th ATM E-Partner ca VietinBank m khng cn bt k mt ti

sn m bo no.

+ Khch hng s dng th Cremium Visa c in nh trn th. Pht hng min

ph th tn dng quc t khi ng k v s dng dch v tr lng qua ti khon

th vi hn mc tn dng bng 12 thng lng (ti a 49 triu ng)

Th ghi n:

- Th ghi n (Debit Card) l loi th c quan h trc tip v gn lin vi ti

khon tin gi. Loi th ny khi c s dng mua hng ho hay dch v, gi

tr nhng giao dch s c khu tr ngay lp tc vo ti khon ca ch th

thng qua nhng thit bin tt ti ca hng, khch sn... ng thi chuyn

ngn ngay lp tc vo ti khon ca ca hng, khch sn....

Th ghi ncn hay c s dng rt tin mt ti cc my rt tin tng.

- Trn mi th ghi nc ghi hn mc thanh ton ti a khch hng c s

dng thanh ton trong phm vi hn mc ca th.

- Mt khc, nu c ngn hng cp hn mc thu chi, th khch hng c th

chi tiu vt qu s d trn ti khon vng lai nhng phi trong hn mc tn

dng thng bo trc cho khch hng.

- Ti Ngn hng TMCP Cng thng hin pht hnh th ghi nni a E-

Partner, gm c E-Partner G-Card, E-Partner C-Card, E-Partner S-Card, E-

Partner Pink-Card v E-Partner 12 Con gip.

Vi dng th ny khch hng c th thc hin mi giao dch ti h thngATM ca VietinBank v cc ngn hng thnh vin trong lin minh Banknetvn

(BIDV, Agribank, SaigonBank, ABBank, Habubank, SHB,v lin minh

Smartlink( gm ngn hng Ngoi thng v hn 20 ngn hng khc)


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Th rt tin mt:

- Th rt tin mt (Cash card) l loi th rt tin mt ti cc my rt tin t

ng hoc ngn hng. Vi chc nng chuyn bit ch dng rt tin, yu cu

t ra i vi loi th ny l ch th phi k qu tin gi vo ti khon ngn hng

hoc ch thc cp tn dng thu chi mi s dng c.

- Th rt tin mt c hai loi:

+Loi 1: ch rt tin ti nhng my tng ca Ngn hng pht hnh.

+Loi 2: c s dng rt tin khng chNgn hng pht hnh m cn c

s dng rt tin cc Ngn hng cng tham gia t chc thanh ton vi Ngn

hng pht hnh th.

c. Theo phm vi lnh th: c 2 loi:

Th trong nc: l thc gii hn trong phm vi mt quc gia, do vy

ng tin giao dch phi l ng tin ca nc .

Th quc t: y l loi thc chp nhn trn ton th gii, s dng cc

ngoi t mnh thanh ton.

d. Theo ch thpht hnh: c 2 loi

- Th do Ngn hng pht hnh (Bank Card): l loi th do ngn hng pht

hnh gip cho khch hng s dng mt s tin do Ngn hng cp tn dng.

- Th do t chc phi ngn hng pht hnh: l loi th du lch v gii tr ca cc

tp on kinh doanh ln hoc cc cng ty xng du ln, cc ca hiu ln... pht

hnh nh Diner's Club, Amex...

2.1.2. Cc khi nim chung v th ATM:

2.1.2.1. Khi nim th ATM v dch v rt tin tng ATM:

- Th: l cc cng c thanh ton m cc Ngn hng, t chc ti chnh pht

hnh cho khch hng s dng trong thanh ton v nhn cc dch v khc.

- Th ATM: l mt phng tin thanh ton khng dng tin mt do ngn hng

pht hnh dng rt tin v thc hin nhiu dch v ti chnh khc ti cc myATM.

- My ATM (Automated Teller Machine - my rt tin tng): l mt thit

b ngn hng giao dch tng vi khch hng, thc hin vic nhn dng khch

hng thng qua th ATM hay cc thit b tng thch rt tin mt, chuyn khon,

thanh ton tin hng ha dch v.


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- Ch th: l c nhn c ngn hng cp th s dng v c tn trn th.

Ch th bao gm ch th chnh v cc ch th ph. i vi th ATM, ch th

chnh ng thi l ch ti khon ti Ngn hng s dng th ATM.

- n v chp nhn th (POS - Point of Sale): l cc t chc hay c nhn cung

ng hng ha, dch v chp nhn th lm n v thanh ton.

- M s chp nhn th (PIN- Personal Identification Number): L m s mt

ca c nhn c t chc pht hnh th cung cp cho ch th, s dng trong mt

s giao dch th chng thc ch th. M s ny do ch th chu trch nhim

bo mt. Trong giao dch in t s PIN c coi l ch k ca ch th.

- Ti khon: l ti khon tin gi ca ch th m ti Ngn hng c pht

hnh th v phc v cho cc giao dch ti my ATM

- Trung tm th: l Phng Qun L Th ti trung ng, Trung tm x l cc

yu cu pht hnh th ca chi nhnh, qun l h thng ATM v x l gii quyt

khiu ni v giao dch th ATM.

2.1.2.2. Nhng tin ch m th ATM mang li:

a.i vi c nhn ngi ch th:

- Trc y khi th ATM cha xut hin th vic ngi dn c nhu cu giao

dch vi ngn hng u phi trc tip n ngn hng tn km nhiu thi gian v

chi ph, i khi phi i mt vi nhiu th tc phc tp. Hn na, vic giao dch

trc tip vi ngn hng cn b gii hn v thi gian v khng gian v cc ngn

hng ch lm vic theo gihnh chnh.

- Tuy nhin, t khi th ATM xut hin gp phn gii quyt c tnh trng

v phc v tt hn nhu cu giao dch ca khch hng. Khch hng s dng

th ATM c th chuyn tin ca mnh t ti khon ny sang ti khon khc, mua

sm ti cc my POS. Ngoi ra, khch hng cn dng th thanh ton tin in,

in thoi, nc, bo him v nhiu chi ph khc. Hin nay th cn b, cng nhn

vin chc cn c hng lng qua th, iu ny gip h tit kim c thigian v hn ch vic gi mt khon tin ln trong ngi. Dch v th ATM gip

cho ngi c tin trnh c ri ro mt mt hay h hng tin mt. Hn na ch

th cn c th thu c mt khon tin li nh hng thng ty theo mc li sut

hin hnh m Ngn hng quy nh.


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b.i vi cc doanh nghip:

- Gip cc doanh nghip c nhiu cng nhn v cc t chc cung ng dch v

cho ng o khch hng nh: in lc, bu in, cung cp nc sch,gim

thiu hng lot chi ph tn km bi vic p dng hnh thc chi lng v thu tin

dch v ca khch hng qua th ATM. Giy vi dch v th ATM cc doanh

nghip ny khng cn khng phi c ngi n tn tng gia nh thu tin ph

dch v nh trc na, m khch hng ch cn thng qua th ca mnh thc hin

mt s thao tc thng qua my ATM l c th chuyn tin tr ph dch v.

- Nu nh trc y cc doanh nghip, t chchng thng phi mt thi

gian c cn bn ngn hng hay kho bc lnh tin mt v, ri lm cc khu

chi lng ti doanh nghip cho cng nhn vin, th giy doanh nghip ch cn

chuyn bng lng cho ngn hng, lng ca nhn vin sc chi thng qua

th ca ngn hng. Ngi lao ng ch cn mang th ra my ATM ca ngn hng

lnh tin mt theo nhu cu chi tiu cho mnh. Cc cng ty: in lc, bu

chnh vin thng, cp nc,khng phi c ngi n tn tng gia nh thu tin

mt ph dch v nh trc na, m khch hng s dng th ch cn thng qua th

ca mnh ti my ATM thc hin mt s thao tc l chuyn tin tr ph dch v

thng qua mng.

c.i vi ngn hng thng mi:

- Cc ngn hng thng mi hin nay u tham gia vo th trng th, bi

v dch v th ATM mang li rt nhiu li ch cho ngn hng, dch v th s ko

theo hng lot nhng dch v khc na nh gi tin, chuyn khon, thanh

ton...bn cnh ngun ph dch v thu c th Ngn hng no cng mun pht

trin dch v th bi n em li ngun vn nhn ri rt ln.

d.i vi Ngn hng Nh Nc:

- Tuy khng trc tip tham gia vo dch v th ATM nhng vic ngi dn s

dng th ATM li c ngha quan trng trong hot ng ca Ngn hng NhNc cng nh h thng ti chnh ca mt quc gia, c bit l vi mt nc

ang pht trin ngi dn cn quen vi vic s dng tin mt trong thanh ton

nh Vit Nam.

- Vic ngi dn mti khon ngn hng s dng th ATM s lm hn ch

vic s dng tin mt trong lu thng. iu ny s gip Ngn hng Nh Nc


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gim c gnh nng trong vic in tin, vn chuyn, ct gi, bo qun tin mt

cng nh trnh c nn tin gi. Ngoi ra, vic s dng phng thc thanh ton

khng dng tin mt s gip Ngn hng Nh Nc qun l tt lng tin trong

lu thng v qua s kp thi c nhng chnh sch tin t v a ra nhng bin

php ph hp nhm thc y s pht trin ca nn kinh t v xy dng mt h

thng ti chnh vng mnh.

2.1.3. Ch s mc hi lng ca khch hng (CSI):

2.1.3.1. Khi nim v ch s hi lng ca khch hng:

Lm cho khch hng c tha mn l mc tiu m bt k doanh nghip no

cng mun hng n, s tha mn ca khch hng khi tiu dng sn phm s l

ti sn v l li th cnh tranh quan trng nht ca cc t chc, doanh nghip

trong qu trnh kinh doanh. Ch so lng v mc hi lng khch hng

(Customer Satisfaction Index- CSI) l mt cng co lng nhn thc ca khch

hng v nhn hiu v nh gi tnh hnh hot ng ca nhng doanh nghip, ca

cc ngnh, cc lnh vc v cao hn ht l nh gi mi mt ca nn kinh t ca

c mt quc gia. Khong 20 nm trli y, ch so lng v mc hi lng

ca khch hng xut hin ti nhiu quc gia trn th gii v ngy cng pht

huy c tc dng cng nh tm nh hng ca n.

Hin nay, khng ch cc doanh nghip kinh doanh s dng CSI nh cng

co lng v thc y nhn thc khch hng i vi sn phm, dch v m

ngay c nhng t chc phi li nhun, chnh quyn a phng hay chnh ph

cng c bit quan tm n vic y mnh ng dng ch s ny trong cc lnh

vc qun l. Mc tiu ca mt chng trnh CSI l xy dng v o lng cc

bin s c th tc ng n s tha mn ca khch hng, tt nhin, chng nm

trong mi quan h so snh tng quan vi cc i th cnh tranh.

2.1.3.2. Mc tiu ca vic sdng ch s hi lng khch hng:

Nghin cu v ng dng CSI cp doanh nghip l vic:- (1) Xc nh cc yu t (bin) c tc ng n nhn thc cht lng hay s

hi lng ca khch hng.

- (2) Lng ha trng s hay mc quan trng ca mi yu t trong tng

quan vi cc yu t khc.

- (3) Xc nh mc hi lng ti thi im nghin cu ca khch hng.


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- (4) So snh nh gi ca khch hng trn tng tiu ch vi i th cnh tranh

hay vi chnh mnh trong qu kh (mc tiu ny th hin r hn khi CSI c

trin khai cp ton ngnh v a ngnh).

- (5) Lng ha mi lin h gia mc hi lng vi cc i lng tip th

khc (lng trung thnh,ca khch hng).

- (6) So snh cu trc s hi lng, mc hi lng v tc ng ca s hi lng

gia cc nhm khch hng khc nhau ca cng ty.

Nhng mc tiu ny khi c hon tt s l c squan trng cc doanh

nghip thit k chin lc tip th, cnh tranh, phc v v gi khch hng.

Vic tha mn khch hng tr thnh mt nhim v rt quan trng i vi

cc doanh nghip v t chc trong n lc nng cao cht lng dch v, gi vng

s trung thnh, nng cao nng lc cnh tranh ca doanh nghip. Cc doanh

nghip cn phi coi CSI nh mt hnh thc kim ton hng nm vi ti sn v

hnh l uy tn, thng hiu, tnh cm m khch hng dnh cho mnh, cc thng

tin ca CSI cn c lin tc cp nht vo h thng thng tin ca doanh nghip

lm cstrong vic hoch nh cc chin lc trong tng lai.

2.1.3.3. Mt s m hnh v ch s hi lng ca khch hng:

Ch s hi hi lng ca khch hng bao gm cc nhn t (bin), mi nhn t

c cu thnh t nhiu yu t c thc trng ca sn phm hoc dch v. S

hi lng khch hng c nh ngha nh l mt snh gi ton din v s s

dng mt dch v hoc hot ng sau bn ca doanh nghip v y chnh l im

ct li ca m hnh CSI. Xung quanh bin s ny l h thng cc mi quan h

nhn qu xut pht t nhng bin s khi to nhsmong i ca khch hng,

hnh nh doanh nghip v sn phm, cht lng cm nhn v gi tr cm nhn

v sn phm hoc dch v km theo n cc bin s kt qu ca s hi lng nh

strung thnh hay sthan phin ca khch hng.

a.M hnh v ch s hi lng khch hng ca M (ACSI):Da trn m hnh ca Thy in (SCSB), ACSI c pht trin bi Claus

Fornell (Fornell v cng s, 1996) thuc trung tm nghin cu cht lng quc

gia thuc i hc Michigan nh mt ch s thng dng v mt phng thc o

lng s tha mn ca khch hng vi hng lot nhn hiu mang li li ch cho

khch hng. ACSI o lng c trong 10 lnh vc kinh t, 41 ngnh.


25/125



Hnh 1: M hnh ch s hi lng khch hng ca M

(American Customer Satisfaction Index ACSI)

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 css hi lng ca h. S hi lng ca khch hng c to thnh trn c

scht 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).

b. M hnh v ch s hi lng khch hng ca cc quc gia EU (ECSI):

ECSI (European Customer Satisfaction Index) - M hnh ch s tha mn

khch hng ca cc quc gia chu u c xy dng da trn cc chng trnh

ca mt s nc trong khu vc EU v quc gia sng lp nn chng trnh ny l

Thy in. 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 ngtng 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 c p dng cho

lnh vc cng cn ch s ECSI thng ng dng o lng cc sn phm, cc

ngnh (hnh 2).

Gi trcm nhn(Perceived

value)

Shilng ca

khchhng (SI)

Sthan phin(Complaint)

Smong i(Expectations)

Cht lng cm nhn(Perceived quality)

Strung thnh(Loyalty)


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Hnh 2: M hnh ch s hi lng khch hng cc quc gia EU

(European Customer Satisfaction Index ECSI)

c. M hnh l thuyt v ch s hi lng khch hng ca Vit Nam

(VCSI) v ngha ca n i vi kinh t Vit Nam:

Theo kinh nghim ca cc m hnh thnh cng c (nh ACSI, ECSI,

NSCB, SWICS, CCSI, MCSI) th CSI l mt m hnh bao gm cc bin s

nguyn nhn - kt qu: hnh nh nhn hiu, cht lng mong i, cht lng cm

nhn, gi tr cm nhn, s tha mn ca khch hng v lng trung thnh. S tha

mn ca khch hng (CS) c t trong mi tng quan gia bin nguyn nhn

v kt qu ca m hnh.

Thng thng CSI c 4 bin s khi u l: hnh nh thng hiu, cht lng

mong i, cht lng cm nhn, gi tr cm nhn v khi , s hi lng ca

khch hng s to nn lng trung thnh (nu khch hng hi lng) hoc c th l

s phn nn (nu khch hng khng hi lng). iu c ngha l: s tha mn

ca khch hng c th dn n hai thi cc cm nhn i vi khch hng l (1)tha mn vi cht lng sn phm/dch v v c xu hng trung thnh vi nhn

hiu hay thng hiu hoc (2) c nhiu im khng hi lng v sn phm/dch

v dn n nhng hnh vi tiu cc vi thng hiu.

M hnh VCSI - Ch s hi lng khch hng Vit Nam chc chn cng khng

nm ngoi nhng quy tc chun mc trn. Hin Tin sL Vn Huy v Nguyn

Gi tr

cm nhn(Perceived

value)

Shilng cakhch

hng (SI)

Cht lng cm nhnv sn phm

(Perceved quality-Prod)

dch v(Perceved qualityServ)


Hnh nh(Image)



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Th H Mi tin hnh nghin cu xut m hnh VCSI vi by bin s c th

nh sau:

+ Hnh nh thng hiu

+ Cht lng mong i

+ Cht lng cm nhn

+ Gi tr cm nhn

+ S tha mn ca khch hng Yu t trung tm

+ S phn nn

+ Lng trung thnh

im khc bit ca VCSI vi cc m hnh CSI khc chnh l cc mi quan

h khc nhau gia nhng bin stim n. Vi mi quc gia, tng c trng ring

v kinh t - x hi s quyt nh cc bin s c mi lin h vi nhau nh th no

v tt nhin m hnh VCSI cng s c nhng mi quan h gia cc bin s, trn

cstch lu c nhng kinh nghim thnh cng ca mt s m hnh tiu biu i

trc v nhng c im ca kinh t Vit Nam. M hnh l thuyt VCSI c

thit lp nh sau:

Hnh 3: M hnh l thuyt ch s hi lng khch hng ca Vit Nam

(Vietnam Customer Satisfaction Index VCSI)

2.1.3.4. M hnh l thuyt v ch s hi lng ca khch hng trong lnh

vc ngn hng:

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

Bin s nguyn nhn

Bin s kt qu


Value)

Shilng cakhch

hng (SI)

Hnh nh thng hiu(Brand Image)

Lng trung thnhca KH(Loyalty)

Cht lng mong i(Expected Quality)

Cht lng cm nhn(Perceived Quality)

Phn nn ca KH(Complaint)


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doanh nghip hoc cc ngnh. Trong iu kin Vit Nam cha pht trin m hnh

ny, trn csnhng kt qu nghin cu m hnh ca cc nc v thc t ca

lnh vc ngn hng ti Vit Nam, nhng yu t c th (items) o lng cc

bin sc xem xt trong m hnh nh sau:

Hnh 4: M hnh l thuyt v ch s hi lng khch hng ca cc ngn hng

- Hnh nh: biu hin mi quan h gia thng hiu (nhn hiu) v s lin

tng ca khch hng i vi cc thuc tnh ca thng hiu (nhn hiu). Bin

s ny c th hin bi danh ting, uy tn, lng tin ca chnh ngi tiu dng

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 hng bin i vi s hi lng v s trung thnh i vi

sn phm hoc thng 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 csnhng 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.- Smong i: th hin mc cht lng m khch hng mong i nhn

c, cc thng so 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.


value)

Hnh nh(Image)


T sut(Price)


(Perceved quality-Prod) dch v

(Perceved qualityServ)



Shilng cakhch

hng (SI)


value)

Hnh nh(Image)


T sut(Price)


(Perceved quality-Prod) dch v

(Perceved qualityServ)



Shilng cakhch

hng (SI)


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Trong mt s ngnh, c th, bin s ny khng c mi quan h vi gi tr cm

nhn, kt qu ny cng c th hin trong nghin cu ca Martensen v cng s

(2000). 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:c 2 loi

+ Cht lng cm nhn sn phm (hu hnh): l snh gi v tiu dng sn

phm gn y ca khch hng i vi sn phm.

+ Cht lng cm nhn dch v (v hnh): l snh gi cc dch v lin

quan nh dch v trong v sau khi bn, iu kin cung ng, giao hng ca

chnh sn phm.

Do vy, c hai c to thnh bi nhng thuc tnh quan trng c kt tinh

trong chnh 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, cc iu kin tn dng, thi

gian t khi np h svay 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: 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 .

Theo Kotler (2003), 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 phi 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 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.

- Tsut vay: y l bin s mi c ngh xem xt trong m hnh l thuyt.

Do c im bin ng ca th trng ti chnh Vit Nam v nhng c th ca


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vn ha kinh doanh, gi c sn phm hay t sut tin vay (tin gi) lun c

khch hng so snh, nh gi gia cc ngn hng. T 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:l bin s cui cng trong m hnh v mang tnh quyt nh

n s tn vong ca doanh nghip 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

hang 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 doanh nghip, v vy, cc doanh

nghip cn phi to ra s hi lng i vi khch hng hng nng cao s trung

thnh ca hi vi doanh nghip.

2.2.Phng php nghin cu:

2.2.1. Phng php chn vng nghin cu:

Bng 1: S lng th pht hnh cc huyn ca Vietinbank Bn TreVT: Th

Ch tiu 2007 2008 2009

Th E-Partner 12.484 11.213 9.026- Huyn Chu Thnh 1055 1210 893

- Th x Bn Tre 9.854 8.405 7.038

- Huyn M Cy 810 740 560

- Huyn Bnh i 409 444 269

- Huyn Ba Tri 356 414 266

(Ngun: TTh ngn hng VietinBank Bn Tre)

Nhn vo bng s liu ta thy rng Th x Bn Tre l ni c s lng th phthnh nhiu nht, chim khong hn 80% tng s lng th pht hnh ti ngn

hng, hn na th x Bn Tre cn l trung tm ca thnh ph, dn cng c,

tp trung nhiu cquan n v s dng dch v chi lng qua th ca ngn hng

nn phm vi nghin cu ca ti s tp trung vo a bn th x Bn Tre.


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v Phng php chn mu:

- Chn mu theo phng php ngu nhin phn tng theo ngh nghip.

- Theo kt qu thng k ca ngn hng th a phn khch hng s dng th ca

ngn hng trn a bn Thnh ph Bn Tre l cn b, cng nhn vin chc chim

80%, sinh vin- hc sinh chim 10%, ngi dn chim 10%.

- Cn c vo danh sch cc cquan s dng th ca ngn hng Cng thng,

tin hnh chn ngu nhin 60 mu theo t l: 80% khch hng l cn b, cng

nhn vin hng lng t ngn sch nh nc, bi v mc tiu nghin cu l

phn tch mc tha mn ca khch hng m ch yu tp trung vo i tng

l cn b cng nhn vin nn t l mu chn nhm ny l cao nht. Nhm

khch hng l hc sinh-sinh vin v ngi dn chim t l nh hn nn t l mu

chn mi nhm s l 10%.

2.2.2. Phng php thu thp s liu:

Sliu thcp:

- Thu thp nhng s liu v lng th pht hnh, doanh thu.t phng Dch

v khch hng, cc Phng khc ti Ngn hng TMCP Cng thng Vit Nam

Chi nhnh Bn Tre.

- Qua cc sch bo, tp ch chuyn ngnh, internet nm c tnh hnh

tng quan v dch v th ATM.

Sliu scp:- Trc tip tip xc v trao i, phng vn 60 khch hng thng qua bng cu

hi.

- Tip xc v trao i vi cc nhn vin ang lm vic Ngn hng.

2.2.3. Phng php phn tch s liu:

- X l s liu bng phng php phn tch, so snh s liu tng i, s liu

tuyt i qua 3 nm 2007 2009, nhm nu bt thc trng s dng th ATM ti

Ngn hng TMCP Cng thng Vit Nam - Chi nhnh Bn Tre.- S dng phng php phn tch tn s v phn tch bng cho, thng k m

t phn tch mc hi lng ca khch hng v dch v th ATM v thy

c mi quan h gia cc yu t tc ng n s hi lng ca khch hng.

- S dng ma trn SWOT ra gii php nhm hon thin v nng cao cht

lng dch v th ATM, tha mn nhu cu ngy cng cao ca khch hng.


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SWOT c tha ra s lin kt tng cp mt n , qua gip hnh thnh cc

chin lc mt cch c hiu qu nhm khai thc tt nht cc chi t bn ngoi,

gim bt cc e da, trn cspht huy nhng mt mnh, hn ch nhng mt

yu.


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Chng 3

GII THIU KHI QUT V NGN HNG TMCP CNG

THNG CHI NHNH BN TRE

3.1.Gii thiu khi qut v ngn hng VietinBank:

3.1.1 Shnh thnh v pht trin ca VietinBank Vit Nam: Tn giao dch: VIETNAM JOINT STOCK BANK FOR INDUSTRY AND

TRADE

Tn vit tt: VIETINBANK

Ngy 26 thng 03 nm 1988, Ngn

hng chuyn doanh Cng thng Vit Nam c thnh lp theo Nghnh s

53/N-HBT ca Hi ng B trng v t chc b my Ngn hng Nh nc

Vit Nam, v chnh thc c i tn thnh Ngn hng Cng thng Vit

Nam theo quyt nh s 402/CT ca Ch tch Hi ng B trng ngy 14

thng 11 nm 1990.

Ngy 27/03/1993 thnh lp doanh nghip nh nc c tn Ngn hng Cng

thng Vit Nam theo quyt nh s 67/Q NH5 ca Thng c NHNN Vit

Nam.

- L mt trong nhng Ngn hng thng mi ln nht ti Vit Nam, gi vai

tr quan trng, tr ct trn th trng tin t ti Vit Nam.

- Ngy 15/4/2008, ngn hng Cng thng Vit Nam ra mt thng hiu

mi VietinBank thay cho thng hiu Incombank. Tn giao dch quc t ca

ngn hng cng i thnh Vietnam Bank for Industry and Trade.

- n nay, mng li hot ng ca Vietinbank rng khp cc tnh, thnh

ph trong c nc vi 1 tr schnh, 3 sgiao dch, 149 chi nhnh v gn 527

phng giao dch, 116 qu tit kim, 02 vn phng i din, 04 cng ty con, 03

n v s nghip v hn 1042 my ATM.

- Kinh doanh cc lnh vc: chng khon, thu mua ti chnh v qun l khaithc ti sn; lin doanh sng lp ngn hng INDOVINA v Cng ty Bo him

Chu Ngn Hng Cng Thng; gp vn trong 7 Cng ty hot ng trn cc

lnh vc khc.

- C 4 Cng ty hch ton c lp l Cng ty Cho thu Ti chnh, Cng ty

TNHH Chng khon, Cng ty Qun l Nv Khai thc Ti sn, Cng ty TNHH


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Bo him v 3 n v s nghip l Trung tm Cng ngh Thng tin v Trung tm

Th, Trng o to v pht trin ngun nhn lc.

- 03 n v s nghip: Trung tm Cng ngh thng tin, trung tm th v

trng o to v pht trin ngun nhn lc.

- VietinBank thit lp quan h i l vi hn 850 ngn hng, nh ch ti

chnh ti trn 90 quc gia v vng lnh th trn ton th gii. n thi im cui

qu 3/2008, vn iu l ca VietinBank l 11,252 t.

- Ngn Hng Cng Thng Vit Nam l Ngn hng u tin ca Vit Nam

c cp chng ch ISO 9001:2000.

- L thnh vin ca Hip hi Ngn hng Vit Nam, Hip hi cc ngn hng

Chu , Hip hi Ti chnh vin thng Lin ngn hng ton cu(SWIFT), T

chc Pht hnh v Thanh ton th VISA, MASTER quc t.

- L ngn hng tin phong trong vic ng dng cng ngh hin i v thng

mi in t ti Vit Nam. Ngn Hng Cng Thng l NHTM u tin Vit

Nam a vo hot ng Trung tm x l tp trung thanh ton xut nhp khu

theo tiu chun quc t.

- Ngn Hng Cng Thng c tng thng: 01 Hun chng c lp

hng Nh, 01 Hun chng c lp hng Ba, 03 tp thc tng thng danh

hiu Anh hng Lao ng thi ki mi v rt nhiu Hun, Huy chng cc

loi do Nh nc, Chnh ph v Ngn hng Nh nc trao tng

- c bit nm 2008, VietinBank l ngn hng u tin ti Vit Nam c

nhn Gii thng cht lng quc t ti Thy S, dnh cho cc doanh nghip

kinh doanh hiu qu v c uy tn thng hiu cao c bnh chn trn ton th

gii.

- Khng ngng nghin cu, ci tin cc sn phm, dch v hin c v pht

trin cc sn phm mi nhm p ng cao nht nhu cu ca khch hng.

n vi Ngn Hng Cng Thng Vit Nam, khch hng s hi lng vcht lng sn phm, dch v v phong cch phc v chuyn nghip, nhit tnh

vi phng chm: " Tng trng-An ton- Hiu Qu- Hini ".


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3.1.2. Gii thiu v ngn hng VietinBank chi nhnh Bn Tre:

3.1.2.1. Shnh thnh v pht trin ca VietinBank Bn Tre:

Ngn hng TMCP Cng thng chi nhnh Bn Tre c thnh lp theo quyt

nh s 134 Q HQT1 NHCT ca ch tch HQT Ngn hng Cng thng

Vit Nam. Tr s giao dch hin nay ca VietinBank Bn Tre t ti 142A

Nguyn nh Chiu, Phng 2, Thnh ph Bn Tre.

Ngn hng Cng Thng chi nhnh Bn Tre tng bc khng nh v th ca

mnh trn thng trng, pht trin rt nng ng trn mi lnh vc. VietinBank

l ngn hng tin phong ng dng cng ngh mi ca th ATM trn nn dch v

Mobilebanking. Hin nay chi nhnh ang trin khai dch v thu tin in qua th,

ngy 31/08/2009 va qua VietinBank phi hp vi Ngn hng chnh sch x

hi pht hnh thng thng hiu v thc hin vic gii ngn vn vay cho hc

sinh, sinh vin.

Tp th nhn vin trong chi nhnh u phn u ht sc, lm vic nhit tnh

hon thnh nhim v ca mnh, n lc xy dng mt VietinBank chi nhnh Bn

Tre pht trin bn vng,lun em n s hi lng cho khch hng.

3.1.2.2. Cc sn phm v dch v chnh c ngn hng cung cp:

a. Huy ng vn:

- Nhn tin gi c k hn v khng k hn bng VN v ngoi t ca cc t

chc kinh t v dn c.

- Nhn tin gi tit kim vi nhiu hnh thc phong ph v hp dn: tit kim

khng k hn v c k hn bng VN v ngoi t, tit kim d thng, tit kim

tch ly, pht hnh tri phiu....

b. Cho vay u t:

- Cho vay ngn hn bng VN v ngoi t, cho vay trung, di hn bng VN

v ngoi t, ti trxut nhp khu, chit khu b chng t hng xut.

- ng ti trv cho vay hp vn i vi nhng d n ln, thi gian hon vndi, cho vay ti tr, y thc theo chng trnh v cc hip nh tn dng khung

thu chi, cho vay tiu dng.

- Hn vn lin doanh, lin kt vi cc t chc tn dng v cc nh ch ti

chnh trong nc v quc t. u t trn th trng vn, th trng tin t trong

nc v quc t.


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c. Bo lnh:

- Bo lnh, ti bo lnh (trong nc v quc t): bo lnh d thu, bo lnh

thc hin hp ng, bo lnh thanh ton.

d. Thanh ton v ti trthng mi:

- Pht hnh thanh ton th tn dng nhp khu; thng bo, xc nhn, thanh

ton th tn dng nhp khu, chuyn tin trong nc v quc t, chuyn tin

nhanh western Union, chi tr lng cho doanh nghip qua ti khon, qua ATM.

e. Ngn qu:

- Mua, bn ngoi t, mua bn cc chng t c gi (tri phiu chnh ph, tn

phiu kho bc,..), thu chi h tin mt VN v ngoi t...Cho thu kt st, ct gi

bo qun vng, giy tc gi...

f. Thv ngn hng in t:

- Pht hnh v thanh ton th tn dng ni a, tn dng quc t (Visa, Master

card...)

- Cung cp dch v ATM,SMS banking.

3.1.2.3. Gii thiu v th ATM E-Partner ca Ngn hng Cng thng:

- Th E-Partner l dng th thanh ton do ngn hng pht hnh cho ch th

thc hin rt tin mt v thc hin mt s giao dch ti my ATM, thanh ton

tin hng ha dch v ti mng li cc cschp nhn th trn cs tin gi

ca khch hng.

c im:

- Min ph hu ht cc giao dch ca ch th trn ATM, ch thc hng

li sut trn s d ca th.

- Rt tin ti quy ti a ln n 1 tng.

- Chuyn khon trn ATM ti a ln n 100 triu ng.

- Gi tin t cc h thng ngn hng (min ph trong h thng VietinBank).

- Tng cm nang mua sm vi hng trm a chu i trn ton quc cho chth ti cc tp on kinh doanh dch v ln nht nh Accor, Victoria, Hanoi

club

- Dch v chm sc khch hng V.I.P.

Tin ch:

- Vn tin ti khon ATM trc tuyn trn Internet.


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- Np tin cho thu bao tr trc ca cc mng di ng bng dch v VnToup.

- Nhanh chng thun tin vi cc tin ch ca SMS Banking ,dch v ny gip

cho ch th E-Partner ca VietinBank c th thc hin cc giao dch nh tra cu

s d ti khon th, vn tin sao k ti khon, xem thng tin v li sut, t gi

ngoi hi...bng in thoi di ng bt k ni u. Dch v ny gip cho khch

hng c th qun l ti khon ca mnh mt cch an ton nht.

- Nhn tin kiu hi t nc ngoi gi vo ti khon.

- Gi tin tit kim c k hn trn ATM.

- Thanh ton ha n in thoi, in lc trc tuyn trn ATM.

- Tra cu thng tin min ph (thng tin ti khon, ti chnh, ngn hng, chng

khon).

- Mua cc th vin thng tr trc trc tuyn ti ATM.

- ng k s dng dch v VnToup, dch v ny kt ni ti khon ca th

khch hng m ti ngn hng v ti khon di ng tr trc trn mng di ng,

cho php khch hng np tin in thoi bng tin nhn SMS v s tin c tr

trc tip vo ti khon ca ch th.

- Tm a im my ATM nhanh chng, thun tin qua h thng tin nhn 977

- Nhn lng thu nhp t cng ty v cc giao dch chuyn khon khc.

- Nhn kiu hi t nc ngoi gi vo th E-Partner.


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3.1.2.4. Qui trnh pht hnh th Epartner:

Quy trnh pht hnh thc thc hin c th qua 5 bc nh sau:

Hnh 5: Qui trnh pht hnh th E-Partner

1. Nhn h sngh mth tkhch hng

2. Mh skhch hng: Gm khch hng c nhn v khch hng tp th.

i vi khch hng tp th th s chuyn file cho doanh nghip in y

thng tin khch hng Nhn file v bn sao CMND, i chiu thng tin khch

hng.

3.ng k th:

Nhn file t Trung tm th, giao dch vin truy cp h thng in danh sch

gi v

4. Giao th cho khch hng:

- Giao nhn ti trm.

- Giao dch vin ch kch hot th khi nhn c giy xc nhn th/PIN c chk ca ch th.

5.ng k th ph

5. NG K TH PH

4. GIAO TH CHO KHCH HNG

3. NG K TH

2. M H S KHCH HNG

1. NHN H S NGH M THTKHCH HNG


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3.2. Nhng thun li v kh khn trong kinh doanh dch v th ATM ca

VietinBank Bn Tre:

3.2.1. Thun li:

- Ngn hng Cng thng Chi nhnh Bn Tre c t ti trung tm thnh

ph Bn Tre, mt thnh ph tr, nng ng. c bit, l khi cu Rch Miu v

cu Hm Lung c a vo hot ng th giao thng c thng thong, hot

ng thng mi pht trin kh nng ng, nhiu doanh nghip nc ngoi vo

u t, do nhu cu giao dch qua th kh cao.

- Bn cnh l chnh sch ca Nh nc khuyn khch nhn dn s dng cc

phng tin thanh ton khng dng tin mt, y cng l iu kin thun li

ngn hng pht trin dch v th. V mi y l Ch th 20 ca chnh phc

ban hnh ngy 24/08/2007 v vic tr lng qua ti khon cho cc i tng

hng lng t ngn sch Nh nc, ch th ny gip cho lng th pht hnh

ca VietinBank tng ln ng k.

- Thnh ph Bn Tre tp trung dn cng c, nhiu trng hc v cquan,

on th, y l th trng y tim nng.

- VietinBank cn l ngn hng u tin pht hnh th ATM trn a bn Bn

Tre. Do uy tn thng hiu ca VietinBank l rt ln, c nhiu ngi tin

tng v s dng.

- Ngn hng VietinBank c i ng nhn vin tr, nhit tnh, c kinh nghim

trong vic x l giao dch, am hiu v nghip v, n cn hng dn khch hng

trong vic pht hnh v s dng dch v th.

- Nhn thc c tm quan trng ca ngun nhn lc nn cng tc o to v

pht trin nhn vin lun c ngn hng u tin ln hng u. Mc tiu l xy

dng v pht trin i ng nhn vin thnh tho v nghip v, chun mc trong

o c kinh doanh, chuyn nghip trong phong cch lm vic v nhit tnh phc

v khch hng.- Cc nhn vin trong h thng VietinBank c khuyn khch o to chuyn

su v nghip v chuyn mn ph hp vi chc nng cng vic nhm thc hin

tt cc dch va dng ca ngn hng v chun b cho nhng cng vic c trch

nhim cao hn. Cc nhn vin ca VietinBank u c chi tham d cc lp


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hun luyn o to nghip v theo nhu cu cng vic bn trong v bn ngoi

ngn hng, c ngn hng ti trmi chi ph.

i vi nhn vin mi tuyn dng, VietinBank t chc cc kha o to

lin quan nh:

- Kha hc v Hi nhp mi trng lm vic.

- Kha hc v cc sn phm ca VietinBank.

- Cc kha nghip v dnh cho nhn vin tn dng, giao dch, thanh ton quc

t, v.v..

Nhn vin qun l, iu hnh ca VietinBank cng c ch trng o to

chuyn su v qun tr chin lc, qun tr marketing, qun l ri ro, qun l cht

lng, v.v. Ngn hng cng khuyn khch v thc y s chia s k nng, tri thc

gia cc thnh vin trong Ngn hng trn tinh thn mt t chc khng ngng hc

tp chun b to nn tng cho s pht trin lin tc v bn vng.

- Trong thi k m ca, vic nc ta gia nhp vo t chc WTO T chc

Thng Mi Th Gii s to ra nhiu c hi cho hng lot cc cng ty nc

ngoi vo u t v lm vic ti Vit Nam, l lc ngn hng nc ta mrng

quan h v hc hi kinh nghim, ng thi thu ht lng ngoi t t cc i tc

nc ngoi.

3.2.2. Kh khn:

- Mt thch thc ln t ra cho ngn hng cng thng Vit Nam ni chung

v ngn hng Cng thng chi nhnh Bn Tre ni ring l s lng cc ngn

hng thng mi Nh nc, ngn hng thng mi c phn tham gia vo th

trng kinh doanh th ngy mt nhiu, mi trng cnh tranh ngy cng trnn

gay gt.

- Nhn thc v thanh ton th ca ngi dn cn mc thp, h ch xem

th nh mt cng c ct gi tin ch khng phi l phng tin thanh ton khng

dng tin mt.- Trong iu kin Vit Nam, vic pht trin kinh t khng ng u gia cc

tnh, thnh ph, dng tin tiu dng ch yu l thanh ton nh l gy nn

nhng kh khn nht nh trong vic trin khai h thng thanh ton thng qua th

ATM.


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- Hin nay, mt vn na m cc ngn hng tham gia dch v th ti th

trng Vit Nam gp phi l chi ph lp t h thng chp nhn th POS cao

nhng khi u t lp t h thng POS th lng khch hng s dng n cng

khng nhiu, cc ngn hng cha th khuyn khch cc tng lp dn c s dng

th thanh ton trn din rng.

- Vic gia nhp t chc WTO cng mang li nhiu thch thc ca mt th

trng m: kh nng cc ngn hng nc ngoi s vo Vit Nam v tham gia vo

th trng kinh doanh th l rt cao, vi th mnh v vn cng nh cng ngh

hin i, h s cng tranh ginh doanh s th phn s dng th trong nc.

3.3. nh hng pht trin dch v th trong tng lai ca ngn hng TMCP

Cng thng chi nhnh Bn Tre:

- Tip tc c gng hn na trong vic pht trin dch v th rt tin tng

trn a bn thnh ph Bn Tre: tn dng th mnh v nhng thun li sn c (uy

tn, tin cy ca ngn hng i vi dn chng, lin kt vi nhiu ngn

hng,).

- Ginh v gic khch hng phn u trthnh Ngn hng bn l:

+ nh gi ng v xc nh cc mc tiu Ngn hng bn l, a ra cc

chin lc hp l cho VietinBank. Ngoi vic ch trng n khch hng l cc

doanh nghip, cn phi quan tm ng mc n khch hng l c nhn, bi h l

nhng i tng c nhu cu rt ln to nn th trng y tim nng m ngn

hng cn khai thc.

+ S dng knh t phc v (ATM) v cc loi th nh mt cng c quan

trng t c cc mc tiu Ngn hng bn l.

+ Gii thiu cc sn phm v dch v mi thng qua cc phng tin

truyn thanh, truyn hnh, bo,(vic thng qua tin nhn d tip cn vi cc i

tng thuc nhiu tng lp khc nhau v ngy nay hu nh mi ngi u c nhu

cu s dng in thoi di ng).


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Chng 4

NH GI MC HI LNG CA KHCH HNG V DCH

V TH ATM CA VIETINBANK

4.1. Thc trng kinh doanh dch v th ATM ca ngn hng TMCP Cng

thng chi nhnh Bn Tre:4.1.1. S lng th pht hnh qua cc nm:

Trong nhng nm gn y, xu hng tm l ca ngi dn ang dn dn

hng n vic tiu dng qua th, mt trong nhng hnh thc tin li khng cn

dng n tin mt. Cng vi nhp sng si ng v hin i ngy nay, thu nhp

ca ngi dn c nng cao i i vi nhu cu mun c ci thin cuc sng

ca mnh. Vic ng dng cng ngh vo mi lnh vc l iu cn thit. Th ATM

ra i vi nhng tin ch thit thc ca n gip cho ngi dn tit kim c

kh nhiu chi ph cng nh thi gian trong vic thc hin cc giao dch: chuyn

tin, thanh ton tin hng ha, dch vVi cng ca nng ny, khch hng

cng khng cn phi gi nhiu tin mt khi i xa, li thu c li nhun t li v

rt an ton. Chnh v th, cng nh nhng ngn hng khc, vic a sn phm th

ATM ra th trng ca VietinBank l iu hon ton ph hp vi nhu cu hin

nay ca khch hng.

S lng th ATM E-Partner ca VietinBank c pht hnh qua 3 nm nh

sau:

Bng 2: S lng th E-Partner pht hnh ti VietinBank Bn Tre

(2007-2009)

VT: Th

Chnh lch 07/08 Chnh lch 08/09Nm

Ch tiu2007 2008 2009

S th % S th %

Th E-Partner 12.484 11.213 9.026 -1.271 -10,18% -2187 -19,5%

(Ngun: TTh ngn hng VietinBank Bn Tre)

Kt qu t bng 2 cho thy, trong 3 nm gn y, s lng th ATM c

pht hnh ti VietinBank c xu hng gim dn. C th, t nm 2007 n 2008,

lng th gim t 12.484 xung 11.213 th (gim i 1.271 th), lng th gim

so vi nm 2007 l 10,18%. n nm 2009 s th tip tc gim xung 2187


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12.484

11.213

9.026

0

2000

4000

6000

8000

10000

12000

14000

Triu th

2007 2008 2009Nm

th, tc tng gim khong 19,5% so vi nm 2008. iu ny c th hin r

hn qua biu sau:

Hnh 6: S lng th E-Partner ca VietinBank pht hnh qua cc nmTrn l thuyt th nhu cu ca ngi dn ang rt cao th nhng trn thc t

c ging nh th khng? Nguyn nhn cbn ca vic s lng th pht hnh b

st gim c th l gii c; nm 2007, lng th pht hnh tng cao bi v hu

ht cc cquan u hng ng Ch th 20 ca Chnh ph v vic chi lng cho

cn b cng nhn vin qua th, a s cc cquan iu nhanh chng trin khai

thc hin.

V c bit, cng trong nm 2007 ngn hng mrng ngun khch hng

c nhn cng nh khch hng cng ty thng qua vic kt hp vi cc i tc tn

tui v a dng ha cc dch v km theo tha mn ti a nhu cu khch hng.

VietinBank trin khai thm nhiu dch v nhm tng cng tin ch cho khch

hng s dng th nh dch v thanh ton ho n in nc, ng k th ghi n

trn Internet, dch v xem s d th qua Mobile phone Banking, chnh nhng

tin ch lm cho dch v th ATM khng cn n iu nh trc na,

khch hng cm thy tin li hn khi s dng th, iu cng gip gia tng

lng khch hng.

n nm 2008, 2009 lng th pht hnh gim dn, nhng cng l iu d

hiu bi v th trng th b bo ha, cc cquan trn a bn a su

thc hin vic chi lng qua th. Hn na, i th cnh tranh trn a bn kh

nhiu, iu cng tc ng khng nhn s lng th pht hnh ca ngn

hng Cng thng. Nguyn nhn khch quan l vy, th cn nguyn nhn su sa


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l do u, chng ta khng th chnh gi vn da trn b ni ca n, ngn

hng cng cn phi nghim tc nh gi li bn thn mnh, phi chng cc dch

v m Ngn hng hin ang cung cp vn cha thc s lm tha mn cc

thng ca mnh? y l mt cu hi ln m em hy vng c th tr li

c phn no thng qua bi vit ny.

v Ph pht hnh th:

Nh chng ta bit c trng ca dch v Ngn hng mang tnh v hnh, khi

s dng nhng sn phm dch v ca ngn hng thng khng thy r hnh dng

c th ca dch v m ch c th cm nhn thng qua cc tin ch m sn phm

em li. Gi tr m dch v th mang li cho ngn hng cng th, tuy l doanh thu

trc tip t th khng nhiu nhng n c tm nh hng n cc hot ng khc

ca ngn hng, t dch v th s ko theo nhiu dch v khc na:

Bng 3: Ph pht hnh th qua 3 nm (2007 2009)

VT: Triu ng

Nm Ph pht hnh

2007 162,29

2008 144,74

2009 132,53

(Ngun: Tth ngn hng VietinBank Bn Tre)Nhn vo bng s liu cho thy, ngun thu t ph pht hnh th khng nhiu,

nhng nu pht trin dch v th tt s ko theo hng lot sn phm dch v khc,

em li li nhun khng nh cho c h thng nh: gi tin tit kim, chuyn tin,

thanh ton, dch v kiu hi, dch v mua hng, vay tiu dng,....c bit l dch

v th v ngn hng in t l mi quan h khng th tch ri, lun pht trin

song hnh nhm cung cp sn phm mi v nhng tin ch cho ngi tiu dng.

y l c hi chng ta qung b gii thiu v khng nh thng hiuVietinBank.

4.1.2. Doanh s thanh ton ti cc n v chp nhn th v doanh s giao

dch qua my ATM:

Trong nhng nm hot ng gn y, VietinBank khng ngng ci tin

nhng sn phm ca mnh thng qua cc tin ch em li cho ngi tiu dng.


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C th l th ATM ngy cng hon thin hn cc tnh nng nh: rt tin mt,

chuyn tin, thanh ton tin hng ha, dch v thng bo qua tin nhn SMS khi

c giao dch xy raTrong 3 nm qua, doanh s thanh ton ti cc n v chp

nhn th (POS) cng nh doanh s giao dch qua my ATM u tng ln qua cc

nm, th hin qua bng sau:

Bng 4: Doanh s thanh ton ti cc n v chp nhn th v doanh s giao

dch qua my ATM

VT: Triu ng

(Ngun: Tth ngn hng VietinBank Bn Tre)

S liu t bng 4 cho thy doanh s giao dch qua my ATM tng nhanh

qua cc nm. Tnh ring nm 2007, doanh s giao dch l 15.864,7 triu ng.

n nm 2008, doanh s t n 53.578,6 triu ng, tng hn nm 2007 l

37.713,9 triu ng, t l tng 237,7%. Doanh s tip tc tng n nm 2009 l

85.528,2 triu ng, tng 59,6 % so vi cng k nm trc.

Qua 3 nm, tng doanh s thanh ton ti cc POS v giao dch qua my ATM

tng ln ng k, nm 2009 tng doanh s tng gn 5 ln so vi nm 2007. Nhn

chung, doanh s tng ch yu l do doanh s giao dch qua my ATM tng ln,

chim khong 99,9% trong tng doanh s. Cn doanh s thanh ton ti cc cs

chp nhn th qua cc nm cng tng nhng li chim t trng rt thp, ch

khong 0,1% tng doanh s.

Chnh lch

07/08

Chnh lch

08/09Nm

Ch tiu2007 2008 2009

S tin % S tin %

Doanh s thanh

ton ti cc POS 10,5 25,8 38,7 15,3 145,7 12,9 50,0

Doanh s giao

dch qua my

ATM

15.864,7 53.578,6 85.489,5 37.713,9 237,7 31.910,9 59,6

Tng doanh s 15.875,2 53.604,4 85.528,2 33.729,2 237,7 31.923,8 59,6


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15.875,2

53.604,4

85.528,2

0.0

10000.0

20000.0

30000.0

40000.0

50000.0

60000.0

70000.0

80000.0

90000.0

Triu ng

2007 2008 2009

Nm

Hnh 7: Tng doanh s giao dch qua my ATM thanh ton ti cc n v

chp nhn th

Nh vy, ch trong 3 nm tng doanh s giao dch qua my ATM v thanh

ton ti cc n v chp nhn th t 85.528,2 triu ng (nm 2009), mt con

s kh ln so vi nm 2007 (15.875,2 triu ng). iu gp phn khng nh

my rt tin tng ATM ca VietinBank Bn Tre i vo hot ng hon

ton ph hp vi nhu cu v th hiu ca khch hng.

Tuy nhin nhn vo biu ta thy rng doanh s thanh ton ti cc POS cn

qu t. Trn th gii t lu vic thanh ton bng th trnn ph bin v c

ngi dn s dng rt linh hot trong cuc sng hng ngy. Th ATM khng

phi ch c tnh nng giao dch trn cc my ATM thun ty, m n cn c

giao dch ti rt nhiu thit b POS m cc ngn hng trin khai ti cc im chp

nhn thanh ton, cc im ny c th l khch sn, nh hng, siu th, ca hng

xng du...Th nhng Vit Nam th ngi dn vn cha quen vi cch thc

thanh ton ny, do vy m mc d ngn hng cng thng trang b khong 4

my POS siu th, khch sn v khu du lch th nhng doanh s giao dch qua

h thng ny cng khng nhiu, a s l khch du lch nc ngoi s dng.Tuy nhin, trong thc t th lng tin nhn ri trong dn c vn cha c

cc ngn hng khai thc ht bi do thi quen dng tin mt ca ngi dn cn rt

ph bin. Chnh v vy, VietinBank Vit Nam ni chung v VietinBank chi

nhnh Bn Tre ni ring cng cn phi tng cng hn na trong vic qung b

v hng dn c th cc tnh nng a dng ca th ATM, khch hng hiu r


47/125



hn nhm hn ch lng tin mt lu hnh trn th trng, huy ng ngun tin

vo cc hot ng ca ngn hng.

4.2. Xc nh cc yu t tc ng n shi lng ca khch hng v dch v

th ATM:

y l bc u tin kh quan trng trong tin trnh xy dng ch s CSI

cho mt doanh nghip. xc nh c danh mc ny, cc doanh nghip c th

tc kt c t kinh nghim trong qu trnh hot ng kinh doanh ca chnh

mnh, t cc nhn vin bn hng hay t vic phng vn su mt s khch hng c

tnh i din. V vic phng vn khch hng l iu khng th thiu.

Hin nay bn cnh nh gi cc yu t kinh t ca sn phm (cc tnh nng,

gi, phn phi...), khch hng cn rt quan tm n cc yu t x hi/ tnh cm

nhc nhn bit, c tn trng, c chm sc

Da trn M hnh nghin cu nhng nhn t nh hng n nh v

quyt nh s dng th ATM ti Vit Nam ca PGS.TS L Th Gii v ThS. L

Vn Huy kt hp vi m hnh l thuyt v CSI trong lnh vc ngn hng, em

a ra danh mc cc yu t c tc ng n s hi lng ca khch hng v sn

phm th nh sau:

1. Uy tn ca ngn hng

2. Cc tin ch ca th

3. Mc li sut4. Dch v chuyn tin v thanh ton

5. Hn mc v s ln s dng trong ngy

6. Th tc lm th

7. Thi gian mth

8. Ph pht hnh th

9. Thi phc v ca nhn vin ngn hng

10. H thng my ATM v POS4.3. Thi quen sdng th ca khch hng:

4.3.1. Khi qut c im chung ca khch hng:

Theo nghin cu sb v nhng nhn tnh hng n nh v quyt

nh s dng th ATM ti Vit Nam ca PGS. TS. L Th Gii ThS L Vn

Huy cho thy c rt nhiu ngi trong tui t 18 n 55 l ngi ch th v


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h tin hnh kh nhiu giao dch thng qua h thng ny. Bi v tui ny,

h kh nhy i vi nhng s thay i ca cng ngh mi v nng ng trong

vic tm kim nhng ng dng mi phc v cho cuc sng ca mnh. V vy,

VietinBank Bn Tre cn tip cn vi i tng ny, s c nhiu chi cho vic

pht hnh th trong tng lai. Cn i vi nhng ngi ln tui, do h thng

rt thn trng, t khi chu chp nhn ri ro nn t dng n th, tuy l s rt kh

thu ht nhng i tng ny nhng nu chng ta c th thu ht c nhm

khch hng ny th y s l mt lc khch hng y tim nng.

Trc khi i vo tm hiu v thi ca khch hng i vi dch v th

ATM ca VietinBank, chng ta tm hiu s lc vc im ca khch hng

thng qua bng sau:

Bng 5: c im chung ca khch hng

Ch tiu Khon mc S lng T l (%)

T 18 n 30 tui 20 33,3 tui

T 30 n 55 tui 40 66,7

< 1 triu ng 12 20,0

T 1,5 2 triu ng 16 26,7

T 2 - 3 triu ng 17 28,3Thu nhp

> 3 triu ng 15 25,0Ph thng cs 2 3,3

Ph thng trung hc 15 25,0Trnh

hc vnCao ng - i hc 43 71,7

Gio vin 30 50,0

Cng nhn 10 16,7

Hc sinh sinh vin 6 10,0

Bun bn 6 10,0

Ngh

nghip

Cn b nhn vin trong cc cquan khc 8 13,3

(Ngun: Kt quiu tra trc tip 60 khch hng)

T bng s liu cho thy phn ln nhng ngi s dng th ATM trong

tui t 18 n 30 chim 33,3%, t 30 n 55 tui th chim 66,7% vi trnh

hc vn kh cao, trnh cao ng, i hc trln chim 71,7%, ph thng trung

hc chim khong 25%, ph thng cs3,3%. Ngh nghip ch yu ca khch


49/125



hng ch yu l gio vin chim 50%, cng nhn chim 16,7%, nhng ngi c

ngh nghip chuyn mn chim t l 13,3%, hc sinh sinh vin chim khon

10%, cn li 10% l kinh doanh, bun bn.

Mc thu nhp t 2 3 triu chim t l l 28,3%, trn 3 triu chim t l 25%,

a s nhng khch hng ny l cn b nh nc, gio vin c thm nin ngh

nghip, h c ngun thu n nh, mc thu nhp kh cao. Ngoi ra, s lng

khch hng c thu nhp thp hn mc 1,5 n 2 triu chim 26,7 % thng l

cn b, gio vin mi ra trng, mc lng mc trung bnh. Cn li 20% c

mc thu nhp di 1 triu ng l hc sinh - sinh vin, thu nhp cn ph thuc

ch yu vo gia nh, nhng ngi bun bn nh l, ni tr

4.3.2. Nhng knh thng tin ch yu tc ng n khch hng trong vic

la chn sdng th ATM ca ngn hng VietinBank:

Vic tm hiu nhng knh thng tin ch yu tc ng n khch hng trong

vic la chn s dng th ca ngn hng VietinBank l rt cn thit, chng ta tm

hiu bit khch hng bit n ngn hng l thng qua phng tin thng tin

no, t c k honh s dng n lm cng c marketing hiu qu hn.

Vic thu ht khch hng s dng th l ht sc quan trng v y l iu

kin tin quyt hot ng kinh doanh ca ngn hng pht trin. V trong xu

th pht trin ca x hi ngy nay, cc ngn hng khng ngng a ra th

trng cc loi th mi vi cc thng hiu v tnh nng khc nhau, to cho

ngi s dng c nhiu chi la chn, tuy nhin cng gy hoang mang trong

tm l tiu

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