viết bài tiếng việt các giả thuyết

5/28/2018 vi t bi ti ng vi t cc gia thuy t

1/81

1

PHT TRIN SO LNG TI SN THNG HIU

TRONG THTRNG DCH V

Hong ThPhng Tho

Hong Trng

Chu Nguyn Mng Ngc

Thng 1 nm 2010

TRNG I HC KINH TTP HCH MINH

TI NGHIN CU KHOA HC CP BM S: B2007-09-35


2/81

2

CHNG I

GII THIU

1.1 Nn tng nghin cu

Ti sn thng hiu l mt khi nim rt quan trng trong thc t kinh

doanh cng nhtrong nghin cu hc thut v doanh nghip c tht c li th

cnh tranh thng qua mt thng hiu thnh cng. Mc d ti sn thng hiu c

thnh ngha tnhiu kha cnh khc nhau, thng hai khi nim c chp nhn

nht l: gi trthng hiu i vi khch hng v gi trthng hiu i vi doanh

nghip. Khi nim thnht c xem xt trong ngcnh ra quyt nh marketing.

Trong l thuyt marketing, khi nim ti sn thng hiu da trn ngi tiu dng

thng c chia lm hai nhm: nhn thc ca ngi tiu dng (nhn bit thng

hiu, lin tng thng hiu, cht lng cm nhn c), v hnh vi tiu dng

(lng trung thnh vi thng hiu, ssn sng trgi cao). Khi nim thhai

cp n kha cnh ti chnh. Gi trthng hiu c xem l ti sn doanh nghip

thhin bng dng lu kim ca doanh nghip trong hin ti v tng lai do thnghiu mang li. Mt nghin cu trc y cho thy gi trthng hiu ca sn phNm

nh hng tch cc ln doanh thu v li nhun tng lai (Srivastava v Shocker,

1991). Nhiu cng ty ang tm kim chi pht trin thch th hn trong vic

thu li t thng hiu hin ti, nh vy qun tr thng hiu ang hnh thnh l

thnh phn chnh thc ca chin lc doanh nghip. R rng tm quan trng ca

khi nim ti sn thng hiu ngy cng tng ln nhng mt cng co lng

ti sn thng hiu da trn khch hng v kt qu ti chnh hin ang rt thiu.

c bit trong thtrng ang pht trin nhVit Nam, khi nim ti sn thng

hiu vn cn cha r v nhiu nh qun trvn cn lng tng khi tm mt cng c

ng tin cy o lng ti sn thng hiu. Do ngun gc ca ti sn thng hiu

l tnhn thc khch hng nn srt hu ch nu nh qun trc tho lng v

theo di chng mc khch hng. Cc nghin cu trc y vti sn thng

hiu nghing vthtrng sn phNm, d rng khi nim ti sn thng hiu cngc tm quan trng tng ng trong thtrng dch v. Chng ta tin rng skhc


3/81

3

bit tn ti gia thtrng sn phNm v dch vdn n skhc bit vng dng

marketing trong thc tin. Do , mc ch ca ti nghin cu ny l pht trin

o lng ti sn thng hiu da trn nhn thc khch hng i vi mt ngnh

dch v. Ngoi ra, nghin cu ny cng xem xt mi quan hgia ti sn thnghiu dch vda trn khch hng v kt quti chnh ca doanh nghip trong vic

kinh doanh dch v.

1.2. Mc tiu nghin cu

Thng hiu dch vkhc bit vi thng hiu sn phNm v c im sn

phNm v hnh khc vi c im sn phNm hu hnh v v thng hiu dch vph

thuc thi v hnh ng ca nhn vin thc hin dch v. S khc nhau ny

c nhn thy da vo stin tng rng dch vc mt sc im c o bao

gm tnh v hnh, tnh khng tch ri gia qu trnh sn xut v tiu th, tnh

khng ng nht gia cht lng v skt thc (Mackay, 2001a). ng dng trong

lnh vc dch v, ngnh ngn hng chia smi c im c th ni trn. Vi bn

cht ca ngnh ngn hng, dch vngn hng c xem l dch vc ri ro chc

nng v ti chnh cao. Mt thng hiu vi gi trcao hn sto ra sa thch vdnh mua mnh hn. Do , xy dng thng hiu l mt trong nhng xu hng

ni bt ca ngnh ngn hng ton cu v cc thng hiu mnh slm tng nim tin

v hnh ca khch hng, lm cho khch hng c thhnh dung v hiu bit tnh v

hnh v lm gim slo u ca khch hng vcc ri ro ti chnh, an ton v x

hi. Ti sn thng hiu ngn hng c thc nh ngha nhthi thun li

hay khng thun li c hnh thnh v nh hng n mt khch hng khi chn

mt ngn hng gi tin v giao dch ti chnh. Mt ngn hng s c ti sn

thng hiu mnh khi c mt lng khch hng c nhn thc v thi thin ch

vi thng hiu ca ngn hng . Hay ni cch khc, khch hng cng tha mn

h scng thch thng hiu hn v cng chi tr nhiu hn, nh vy ngn hng

cng kim li nhiu hn.

Nhng c im ni trn ca ngnh dch vngn hng kt hp vi sni bt

ca marketing dch vcho thy tm quan trng ca ti sn thng hiu nhl mt

nhu cu cp bch nhm gia tng shiu bit v qun trthng hiu. V vy, ti


4/81

4

nghin cu ny l rt cn thit khm ph thc tin ngnh dch v ngn hng

trong vic o lng ti sn thng hiu v qun l chng. Nghin cu ny c cc

mc tiu cthnhsau:

1. Xc nh cc thnh phn to nn ti sn thng hiu dch vtheo kha cnh

khch hng.

2. Pht trin thang o lng cc thnh phn to nn ti sn thng hiu trong

ngnh dch vngn hng.

3. Khm ph mi quan hgia ti sn thng hiu dch vda trn nhn thc

ca khch hng v kt quti chnh ca cc ngn hng.

4. Gi cc cng vic qun trthng hiu c lin quan nhm nng cao ti snthng hiu dch vngn hng.

1.3 Phm vi v phng php nghin cu

Trong nghin cu ny, ngn hng l ngnh dch vin hnh c chn

phn nh ti sn thng hiu trong th trng dch v. Ngnh dch vngn hng

phc vcho chai i tng khch hng doanh nghip v ngi tiu dng c nhn.

Phm vi nghin cu ca ti ny l ngnh dch vbn lphc vcho nhu cu

tiu dng c nhn, v vy, khch hng c nhn l i tng chnh c kho st.

Ti Vit Nam c nhng loi hnh ngn hng khc nhau nhcc ngn hng

quc doanh, ngn hng cphn (TMCP), v ngn hng c vn nc ngoi. Do

ti xem xt ti sn thng hiu theo kha cnh khch hng trong mi quan hvi

kha cnh ti chnh nn vic la chn cc ngn hng c khnng cung cp thng

tin ti chnh l iu quan trng. Trong khi a phn cc ngn hng quc doanh v

nc ngoi u hn chvic cung cp thng tin ti chnh ra bn ngoi, th cc ngn

hng TMCP cng khai ha sliu ti chnh trn cc trang web cho cc cng.

thun tin cho vic thu thp thng tin nghin cu, nh nghin cu chn khi

ngn hng TMCP trn a bn thnh phHCM lm i tng nghin cu.

Kha cnh chyu ca ti sn thng hiu c tp trung nghin cu l ti

sn thng hiu da trn nhn thc ca khch hng c nhn. Gi trti chnh ca

thng hiu i vi doanh nghip c thhin bng stng trng ca thu nhp


5/81

5

thot ng dch vcbn ca ngn hng qua cc nm gn y. ti khng i

su vo phn tch tt cyu tto nn thu nhp hay li nhun ca ngn hng.

Nghin cu nh tnh v nh lng c tin hnh nhm xc nh cc khi

nim dng trong thang o lng ti sn thng hiu ngn hng di gc nhn ca

cc khch hng c nhn s dng dch v ca cc ngn hng TMCP. Nghin cu

nh tnh c thc hin di hnh thc mt cuc tho lun nhm nhm pht trin

cc thang o cc thnh phn ca ti sn thng hiu v xc nh danh sch cc

ngn hng cho cuc kho st nh lng sau .

Bn cu hi do i tng ttrli (self-administered questionnaire) l cng

cchnh thu thp dliu nh lng. Bn cu hi cha ng 26 pht biu vcc

thnh phn ca ti sn thng hiu. Mi pht biu c o lng da trn thang o

ca Likert gm 5 mc. Phng php chn mu trong cuc nghin cu ny l

phng php nh mc (quota) kt hp vi thun tin. Sau bn tun tin hnh thu

thp dliu, c 421 bn cu hi hu dng c a vo xl v phn tch.

Cng chs tin cy Cronbach alpha v phn tch yu tkhm ph EFA

(exploratory factor analysis) c s dng gn lc cc khi nim dng trong

nghin cu. Phn mm thng k SPSS 15 c dng trong qu trnh xl dliu.

Php thng k hi quy tuyn tnh c s dng kim nh gi thuyt nghin

cu, tc tm ra mi quan h gia bn thnh phn ti sn thng hiu vi ti sn

thng hiu tng th ca ngn hng. Php phn tch tng quan phi tham s

(nonparametric correlation) c dng khm ph mi quan h gia ti sn

thng hiu theo nhn thc khch hng v kt quti chnh ca ngn hng. Phpkim nh T-test c lp c sdng khm ph skhc bit vnhn thc ca

khch hng thuc cc nhm ngn hng khc nhau vkt quti chnh i vi cc

thnh phn ca ti sn thng hiu.

1.4 ngha thc tin ca ti

Nghin cu ny l loi nghin cu cbn ng gp vo csl thuyt ti

sn thng hiu dch v, c bit l l lun vti sn thng hiu ngn hng hin

nay ang rt hn ch. Nhng thng tin hu ch vcc thnh phn to nn ti sn


6/81

6

thng hiu da trn nhn thc khch hng v s tng tc gia cc thnh phn

ny vi nhau trong ngcnh ngnh ngn hng c gii thch v phn tch. Nghin

cu ny gp phn chng minh cho thy ti sn thng hiu mnh sdn n kt

qu kinh doanh tt. Cc ngn hng c kt qu ti chnh khc nhau phn nh mnh ca ti sn thng hiu khc nhau. Kt qu cui cng ca nghin cu s

mang n mt shiu bit su sc hn vkhi nim ti sn thng hiu ngn hng

v cc ngha ng dng thc tin cho cc nh qun trmarketing dch v trong

ngnh ngn hng.

1.5 Kt cu ca bo co nghin cu

Bo co kt qunghin cu c chia lm nm chng. Chng I gii thiu

tng qut v d n nghin cu. Chng II trnh by c s l thuyt v ti sn

thng hiu, cc thnh phn chyu ca n v vkt quti chnh, ng thi xy

dng cc gi thuyt nghin cu. Chng III trnh by phng php nghin cu

trong pht trin v kim nh thang o cc thnh phn ca ti sn thng hiu dch

vngn hng. Chng IV phn tch kt qunghin cu kt lun cc githuyt

nghin cu vti sn thng hiu, mi quan hgia ti sn thng hiu theo nhnthc khch hng v kt quti chnh v phn tch skhc bit gia cc nhm ngn

hng khc nhau i vi cc thnh phn to nn ti sn thng hiu. Chng V tm

tt nhng kt quchnh ca nghin cu, ngha ca nghin cu i vi nh qun

trmarketing dch v ngn hng, ng thi trnh by nhng gii hn ca nghin

cu v nh hng cho nhng nghin cu tip theo.


7/81

7

CHNG II

CSL THUYT V GITHUYT NGHIN CU

Chng I gii thiu tng qut v d n nghin cu. Chng II s gii

thiu cc l thuyt c lin quan lm cscho thit knghin cu. Chng ny bao

gm hai phn. u tin, l tm tt l thuyt vcc khi nim chnh ca nghin cu:

ti sn thng hiu, snhn bit thng hiu, cht lng cm nhn c, hnh nh

thng hiu, lng trung thnh vi thng hiu. K l thuyt vkt quti chnh

lin quan n mt thng hiu s c trnh by. Cc gi thuyt nghin cu s

c nghda trn csl thuyt.

2.1 Csl thuyt

2.1.1 Ti sn thng hiu v cc kha cnh o lng

Ti sn thng hiu c xem xt trong nhiu bi cnh l: gi tr tng thm

do thng hiu mang li, bao gm lng trung thnh thng hiu, nhn bit thng

hiu, cht lng cm nhn, s lin tng thng hiu v cc ti sn thng hiu

khc (Aaker, 1991). Nhng mc khc nhau ca hiu bit v thng hiu ca

ngi tiu dng tng ng vi cc hot ng marketing thng hiu (Keller,

1993); li ch gia tng (Simon v Sullivan, 1993); li ch ton din (Swait & ctg,

1993); chnh lch gia syu thch thng hiu ni chung v syu thch thng

hiu da trn cc thuc tnh khc nhau ni ring (Park v Srinivasan, 1994); cht

lng ton din v nhng nh la chn (Agarwal v Rao, 1996). Tt cnhngnh ngha ny u ng rng ti sn thng hiu l gi trli ch tng thm tmt

sn phNm/dch v v c tn hiu (Srivastava v Shocker, 1991). C ba quan im

khc nhau vti sn thng hiu c xem xt: (1) theo kha cnh nhn thc ca

khch hng, (2) theo kha cnh ti chnh, v (3) kt hp chai.

Kha cnh khch hngc chia thnh hai nhm khi nim a thnh phn l

gi trthng hiu v ngha thng hiu (Blackston, 1995). ngha ca thnghiu y chsni bt ca thng hiu , slin tng thng hiu v c tnh


8/81

8

ca thng hiu; cn gi trca thng hiu l kt quca stn dng hiu qu

ngha thng hiu. Aaker (1996) cho rng ti sn thng hiu nh mt tp hp

nhng yu tc hoc mt lin quan n thng hiu - tn v biu tng - c

cng thm vo hoc trbt ra khi phn gi trca sn phNm/dch vi vi mtdoanh nghip hoc cc khch hng ca doanh nghip .

Theo Keller (1993) c hai cch tip cn, trc tip v gin tip trong cch o

lng ti sn thng hiu theo nhn thc khch hng. Cch tip cn gin tip i

hi o lng nhn thc thng hiu v cc c tnh thng hiu v mi lin hvi

hnh nh thng hiu. Snhn bit thng hiu c thc nh gi hiu qubng

mt scch o lng ghi nhc trgip v khng c trgip c thc p dngkim tra sgi nhv snhn ra thng hiu. Hnh nh thng hiu c tho

lng bng k thut nh tnh nh kiu nhng bi tp lin tng t do dn dt

khch hng theo mt qu trnh m tthng hiu c ngha g i vi h, nhng k

thut dn dt nhhon thnh cu, gii ngha mt bc tranh, miu tc im ring

bit ca mt thng hiu. Cn cch tip cn trc tip yu cu lm thnghim trong

mt nhm khch hng phn ng li mt yu tca chng trnh marketing cho

thng hiu v mt nhm khch hng khc phn hi li vi chnh yu t nhng

c quy cho mt phin bn khng c tn hoc tn hcu cng ca sn phNm/dch

v.

Kha cnh ti chnhchn k thut cn ctrn gi trca th trng ti chnh

xc nh ti sn thng hiu ca mt doanh nghip (Simon v Sullivan, 1993).

Kthut xc nh ny tch gi trti sn thng hiu khi gi trcc ti sn khc

ca doanh nghip. Phng php ny chia tch gi tr c phn ca doanh nghip

thnh nhng ti sn hu hnh v v hnh, ri sau tch gi trthng hiu tcc

ti sn v hnh .

Cui cng, kha cnh kt hpbao hm cti sn thng hiu theo nhn thc

khch hng v ti sn thng hiu theo kha cnh ti chnh. Cch tip cn ny pht

sinh do e ngi s thin lch c th ny sinh khi ch p dng mt trong hai nh

ngha va cp trn. (Dyson & ctg, 1996) nghnn c mt chng trnh

nghin cu kho st lin kt gi trthng hiu da trn kt quti chnh vi gi


9/81

9

tr thng hiu theo nhn thc khch hng. Nhvy trong ti nghin cu ny

chng ti nghnh gi ti sn thng hiu theo chai kha cnh marketing v

ti chnh bng cch tm mi quan htng quan gia gi trthng hiu theo kha

cnh khch hng v kt quti chnh ca doanh nghip.

2.1.2 Ti sn thng hiu trong ngnh dch v

C nhiu c im c dng phn bit gia hng ha v dch v(Wolak

& ctg, 1998). Chng bao gm:

-Tnh v hnh dch v khng ging nh sn phNm, l mt kinh nghim.

Chng khng thc s, nm, cm nhn theo cch m sn phNm c th.

-Tnh khng tch ri tiu th v sn xut dch v xy ra ng thi. Tuy

nhin, sn phNm trc ht c sn xut ra, em bn i, sau mi c tiu

dng.

-Tnh khng ng nht trong kt qu dch v, cht lng ca mt dch v

kh chuNn ha hn kt qusn phNm.

-Tnh khng kt thc dch vkhng ging nhsn phNm, khng thct tr

dnh sdng vsau.

S khc bit ny ch ra rng vic nh gi ca khch hng v thng hiu

dch vc thhon ton khc vi snh gi vthng hiu sn phNm. Mc d s

khc bit ny c cc nh nghin cu v nh ng dng chp nhn rng ri, cc

nghin cu vthng hiu lun lch hn vpha sn phNm. Vin cnh ny c bit

ng i vi ti sn thng hiu, thc tc rt t nghin cu thc nghim cp

n ti sn thng hiu dch v(Smith, 1991; OCass v Grace, 2004). V vy, cu

hi m nh nghin cu nn t ra l so lng ti sn thng hiu dch vc

ging nh so lng ti sn thng hiu sn phNm khng? hay s khc bit

gia sn phNm v dch vng rng so lng ti sn thng hiu cng phi

khc?. Nghin cu ny l im bt u trli cc cu hi trn trong bi cnh

ngnh dch vngn hng Vit Nam. Thc vy, ti Vit Nam, khi nim vti sn

thng hiu vn cn cha quen thuc, v vic o lng ti sn thng hiu dch v

theo cch no li cng mi mhn. Theo mt vi nghin cu trc y cc nc

khc, cc phng php o lng ti sn thng hiu c xut v th


10/81

10

nghim tsn phNm tiu dng nhanh n dch vnh hng, khch sn (Prasad v

Dev, 2000; Low v Lamb, 2000; Yoo v Donthu, 2001; Kim & ctg, 2003). Cc

nghin cu ny u da trn cc thnh phn ca ti sn thng hiu theo nhn thc

khch hng ca Aaker (1991, 1996) v Keller (1993), bao gm:- nhn bit thng hiu

- cht lng cm nhn

- hnh nh thng hiu

- lng trung thnh thng hiu

Sau y l khi nim ha bn thnh phn chnh ca ti sn thng hiu:

2.1.2.1 Nhn bit thng hiu: l c shiu bit vstn ti mt thng hiu.

Khi nim ny th hin sc mnh ca mt thng hiu hin din trong tm tr

khch hng. Nhn bit thng hiu l mt thnh phn quan trng ca ti sn

thng hiu (Keller, 1993). Nhn bit thng hiu cn c nh ngha nhl kh

nng ca ngi tiu dng xc nh hay nhn ra thng hiu. (Rossiter v Percy,

1987). Keller khi nim ha nhn bit thng hiu gm cnhn ra thng hiu

v nhli thng hiu. Nhli thng hiu cp n khnng ngi tiu dng

lc li thng hiu ttrong tr nhca h, v dkhi mt chng loi sn phNm hoc

nhu cu sc tha mn bi chng loi sn phNm c nhc n (tc l khi

mun gi tin tit kim vo ngn hng mt ngi nghngay n ngn hng Chu

(ACB), ngi khc li nhn ngn hng ng (EAB). V nhn bit thng

hiu c xem nhl bc u tin trong bn hng, mc tiu u tin ca mt s

chin lc qung co n gin l lm cho thtrng nhn ra c mt thng hiu

ang c mt trn thtrng. Thng thng nhng nlc ny sgip bn c sn

phNm. V thtrong nghin cu ny nhn bit thng hiu c khi nim bao gm

chai thnh phn nhn din thng hiu v gi nhthng hiu.

2.1.2.2 Cht lng cm nhn c:l nhng kin ca ngi tiu dng vkh

nng ca mt thng hiu sn phNm/dch vp ng smong i ca h. Cht

lng c cm nhn c thc rt t hoc khng c gp phn vo sxut sc thc

s ca sn phNm v n da trn hnh nh hin ti ca thng hiu trong tm tr

cng chng, da trn kinh nghim ca ngi tiu dng vi nhng sn phNm khc


11/81

11

nhau ca cng ty v bnh hng bi nhng kin ca cc nhm nh gi tiu

dng, cc chuyn gia c nh hng ln trong cng chng.

Cht lng cm nhn khng hn l cht lng thc sca sn phNm/dch v

m l snh gi chquan ca ngi tiu dng vsn phNm/dch v. Cht lng

cm nhn mang li gi trcho khch hng bi to ra nhng l do khin hmua sn

phNm v bi sphn bit vi thng hiu ca i thcnh tranh.

2.1.2.3 Hnh nh thng hiu:Hnh nh thng hiu thhin ngi tiu dng gi

s lin tng v thng hiu mt cch mnh m, u i v c bit so vi cc

thng hiu khc ca cng loi sn phNm/dch v. V sn xut v tiu th thng

xy ra ng thi trong dch v, kinh nghim dch vto ra vic xy dng tch cc

cc ngha lin quan n hnh vi, suy nghv cm xc xy ra trong qu trnh dch

v nh hng lin tc n hnh nh thng hiu m ngi tiu dng nhn thc

c (Padgett v Allen, 1997). Hnh nh thng hiu cng th hin hnh nh x

hi, l gi trtng thm v danh ting x hi gii thch l do v sao ngi ta mua

hay sdng thng hiu (Lassar & ctg, 1995).

2.1.2.4 Lng trung thnh thng hiu: l thnh phn chnh ca ti sn thng

hiu, Aaker (1991) xc nh lng trung thnh thng hiu nhsgn kt thm m

ngi tiu dng c i vi mt thng hiu. Oliver (1997) li nh ngha lng trung

thnh thng hiu nhmt cam kt su sc v bn vng smua li mt sn phNm

hoc quay li mt dch va thch trong tng lai, mc d nhng nh hng tnh

hung v tc ng th trng c kh nng gy ra nhng hnh vi thay i bt

thng. Strung thnh vi thng hiu bao gm li cam kt ca ngi tiu dngs ti mua thng hiu v c th c th hin bng vic mua lp li mt sn

phNm/dch vhay hnh vi tch cc khc nhli truyn ming tt vsn phNm/dch

v. nh ngha ca Oliver nhn mnh kha cnh hnh vi ca lng trung thnh

thng hiu, ngc li Rossister v Percy (1987) li cho rng lng trung thnh

c c trng bi thi thin cm i vi mt thng hiu v mua li thng

hiu qua thi gian. Lng trung thnh vi thng hiu cng c khi nim ha

da trn thi tch cc hng vthng hiu v sau biu hin bng hnh vi

mua lp li. Xt vkha cnh thi ca khch hng, lng trung thnh thng hiu


12/81

12

c nh ngha l khuynh hng trung thnh vi mt thng hiu trng tm, c

minh chng bi d nh mua thng hiu nh la chn u tin (Yoo v

Donthu, 2001). Trong khi nh ngha lng trung thnh thng hiu cn ctrn hnh

vi nhn mnh n tnh trung thnh thc s ca khch hng i vi thng hiuphn nh qua la chn mua, th nh ngha lng trung thnh thng hiu cn c

trn thi li t trng tm dnh trung thnh vi thng hiu ca ngi tiu

dng. Nhvy, trong nghin cu ny lng trung thnh vi thng hiu dch vth

hin vic khch hng va tip tc sdng thng hiu va lun ghi nhthng

hiu cho dnh tng lai.

Ngoi bn thnh phn ti sn thng hiu ni trn, nghin cu ny cng sdng khi nim thang o ti sn thng hiu tng qut trong th trng hng tiu

dng nhanh ca Yoo v Donthu (1997, 2001) pht trin thang o ti sn thng

hiu trong ngnh dch vngn hng. Khi nim ny bao trm ngha tuyt i ca

vic ch chn mt thng hiu dch va thch trong s so snh vi cc thng

hiu cnh tranh khc. N biu hin squyt tm ca khch hng trong vic chn

thng hiu a thch thng qua qu trnh nhn bit, tri nghim vcht lng, hnh

nh quan trng lu gitrong tm tr khch hng v dnh mua tng lai ca h.

2.1.3 Sdng doanh thu nhmt chso ti sn thng hiu

Mt nghin cu ca Kim & ctg (2003) xem xt ti sn thng hiu da

trn khch hng v nh hng ca chng ln kt qu kinh doanh ca cc doanh

nghip ngnh dch vkhch sn. Kt qucho thy ti sn thng hiu mnh sto

ra mt sgia tng ng kn khnng sinh li v skhim khuyt ti sn thnghiu c thlm thit hi dng lu kim tim nng ca cc doanh nghip ny.

Cc nh nghin cu trc sdng doanh thu bn hng nhl mt chs

o ti sn thng hiu vi ginh rng doanh thu nh hng n li nhun. Mt

thng hiu doanh nghip c gi trcao sc hng doanh thu ln v cui cng

l li nhun cao (Mackay, 2001b). Trong lnh vc ngn hng, cc hot ng dch

v rt a dng tdch v truyn thng nhdch v gi, chuyn tin, thanh ton,qun l ti khon, n dch vmi ni nhdch vmi gii chng khon, vng,


13/81

13

bt ng sn. Ngoi ra ngn hng c thsdng ngun vn huy ng c mua

bt ng sn v doanh nghip. V i tng nghin cu trong dn ny l khch

hng tiu dng c nhn nn khi nim doanh thu trong nghin cu ny c thhiu

l thu nhp thot ng dch vtruyn thng ca ngn hng.

2.2Xy dng cc githuyt

Vi cc khi nim chnh v bn thnh phn ca ti sn thng hiu v l

thuyt vkt quti chnh, cc githuyt chnh c pht trin v khung nghin

cu c xy dng trong ti nghin cu ny.

2.2.1 Nhn bit thng hiu v ti sn thng hiu

Cc thng hiu khc nhau vsc mnh v gi trchng c trn thtrng.

C thng hiu c hu ht mi ngi bit n v c thng hiu rt t ngi

bit. Aaker (1991) nh ngha snhn bit thng hiu nhl: khnng ngi

mua tim nng nhn ra v hi tng rng mt thng hiu l mt bphn kt cu

ca mt loi sn phNm no . Ti sn thng hiu da trn khch hng xy ra khi

ngi tiu dng c mc nhn bit cao v thn thuc vi sn phNm v lu gis

lin tng v thng hiu mt cch mnh m, thun li v c bit trong tr nh.

Do , chng ti xut githuyt thnht nhsau:

H1. Mc nhn bit ca ngi tiu dng vmt thng hiu dch vc

nh hng trc tip ln ti sn thng hiu .

2.2.2 Cht lng cm nhn v ti sn thng hiu

Cht lng thng hiu c nh ngha nh nhn thc ca khch hng v

cht lng ni chung hay sti u ca mt sn phNm/ dch vso vi mong i v

mc ch dnh, tng quan vi cc khnng chn la khc (Zeithaml, 1988).

Cc doanh nghip to ra stha mn v gi trcho khch hng bng cch khng

ngng p ng nhu cu khch hng, v bng s yu thch v cht lng. Kotler

(2000) nhn mnh mi quan hmt thit gia cht lng sn phNm/dch v, shi lng v khnng sinh li ca cng ty. nh Thv Mai Trang (2002) cho rng


14/81

14

yu t cht lng cm nhn to nn lng am m ca ngi tiu dng i vi

thng hiu. Da trn cc quan im ny v l thuyt vti sn thng hiu, mi

quan hgia cht lng cm nhn vi ti sn thng hiu c githuyt nhsau:

H2. Cht lng mt thng hiu dch vm ngi tiu dng cm nhn c

c nh hng trc tip ln ti sn thng hiu .

2.2.3 Hnh nh thng hiu v ti sn thng hiu

Theo Aaker (1991) hnh nh thng hiu l bt c ci g lin kt trong tr

nhn mt thng hiu. Nhng li ch ca hnh nh thng hiu bao gm htr

qu trnh thu thp/ly li thng tin, to skhc bit thng hiu, a ra l do nn

mua thng hiu, to ra thi hay cm xc tch cc, v cung cp cscho vic

mrng thng hiu. Rio & ctg (2001) xut rng hnh nh thng hiu l mt

yu tchyu trong vic hnh thnh v qun l ti sn thng hiu. Ti sn thng

hiu ln ng rng ngi tiu dng c mt s lin tng tch cc vi biu hin

trn trng thng hiu. Nhvy, githuyt thba c nghl:

H3. Hnh nh mt thng hiu trong lng ngi tiu dng c nh hng

trc tip ln ti sn thng hiu .

2.2.4 Lng trung thnh thng hiu v ti sn thng hiu

Javalgi v Moberg (1997) xc nh lng trung thnh thng hiu theo cc

kha cnh hnh vi, thi , v chn la. Trong khi kha cnh hnh vi da trn s

lng mua mt thng hiu cth, kha cnh thi kt hp sa thch v thin

hng ca ngi tiu dng n vi thng hiu. Cc nh ngha theo kha cnh

chn la th tp trung vo nhng l do mua v cc yu tnh hng n vic chn

mua mt thng hiu.

Lng trung thnh vi thng hiu l gi tr to ln i vi doanh nghip:

khch hng strgi cao hn c c thng hiu, doanh nghip tn t ph hn

phc vv n mang li nhiu khch hng mi cho doanh nghip. V d, nu mt

khch hng c lng trung thnh vi ngn hng A th anh y/c y smua dch v

ca ngn hng A d l ngn hng B c mc ph rhn v dch vtt hn. Strung


15/81

15

thnh vi thng hiu c xem nh l thc o cbn ca ti sn thng hiu

(Aaker, 1991). Githuyt sau y c hnh thnh:

H4.Lng trung thnh ca ngi tiu dng i vi mt thng hiu dch v

c nh hng trc tip ln ti sn thng hiu .

Bn gi thuyt trn c tm tt li v thhin bng m hnh nghin cu

(Hnh 2.1). M hnh ny thhin cc mi quan hgia cc thnh phn v ti sn

thng hiu tng thcn c kim nh trong bi cnh ngnh dch vngn hng.

Hnh 2.1 M hnh nghin cu ti sn thng hiu

2.2.5 Ti sn thng hiu v kt quti chnh

Siverman & ctg (1999) khm ph mi quan h gia s o lng ti sn

thng hiu sn phNm da trn khch hng v kt qu ti chnh. Nghin cu ny

gi rng so lng nhn thc thng hin da trn khch hng phn nh chnh

xc kt quhon thnh ca thng hiu sn phNm trn thtrng. Bng sc mnh

, ti sn thng hiu da trn khch hng l lc iu khin kt qukinh doanh

ca doanh nghip (Lassa & ctg, 1995). Ni cch khc, nu mt thng hiu c

khch hng nhn thc tt hn cc thng hiu khc, khch hng smua thng

hiu . iu ny dn n tng doanh thu ca thng hiu v cui cng l linhun tng theo. V vy, cc githuyt ktip c nghl:

Nhn bit thng hiu

Hnh nh thng hiu

Lng trung thnh vithng hiu

Cht lng cm nhnTi sn thng hiu

tng th

H1

H2

H3

H4


16/81

16

H5a.Ti sn thng hiu dch vda trn nhn thc ca khch hng snh

hng tch cc ln kt quti chnh ca thng hiu .

H5b. Ti sn thng hiu da trn nhn thc ca khch hng th khc nhau

gia cc ngn hng c kt quti chnh khc nhau.

Ti sn thng hiu tt sdn n kt quti chnh tt v kt quti chnh

tt phn nh ti sn thng hiu tt.

2.3 Tm tt

Chng ny trnh by csl lun vti sn thng hiu trong ngnh dch

v. Khi nim vbn yu tto nn ti sn thng hiu c trnh by nhs

nhn bit thng hiu, cht lng cm nhn, hnh nh thng hiu v lng trung

thnh vi thng hiu. Ba kha cnh o lng ti sn thng hiu c cp, bao

gm kha cnh khch hng, kha cnh ti chnh v kha cnh kt hp. ti nghin

cu ny sda vo kha cnh thba, tc l da trn khch hng v da vo kt qu

ti chnh o lng ti sn thng hiu. Trn c s l lun , mt m hnh

nghin cu cng su githuyt c nghnhm thhin mi quan hgia nhn

bit thng hiu v ti sn thng hiu, cht lng cm nhn v ti sn thng

hiu, hnh nh thng hiu v ti sn thng hiu, lng trung thnh thng hiu v

ti sn thng hiu, v cui cng l mi quan hgia ti sn thng hiu theo nhn

thc khch hng v kt quti chnh. Chng tip theo strnh by phng php

nghin cu nh tnh v nh lng.


17/81

17

CHNG III

PHNG PHP NGHIN CU

ChngIII trnh by phng php nghin cu.Trong sm tquy trnhnghin cu, nhn mnh ni dung nghin cu nh tnh v nh lng, ng thi m

tphng php chn mu nghin cu.

3.1 Quytrnh nghin cu

Quy trnh nghin cu c thhin chi tit trong hnh 3.1. Quy trnh ny m

u bng t vn nghin cu v kt thc bng vic trnh by bo co nghin cu.c bit, hai phng php chnh trong quy trnh ny gm c: (1) nghin cu nh

tnh khm ph v pht trin cc thang o lng ti sn thng hiu, (2) nghin

cu nh lng kim nh thang o v kt lun vcc githuyt t ra.

Hnh 3.1 Quy trnh nghin cu

Vn v

mc tiunghin cu

Cslthuyt

t githuyt,

xy dngthang o

Nghin cunh tnhn = 10

Pht trinthang o

Nghin cunh lngn = 421

Kim nhthang o,

kt lun githuyt

Bo conghin cu

Xl vphn tchdliu


18/81

18

3.2 Nghin cu nh tnh

Nghin cu nh tnh dng khm ph, iu chnh v b sung cc bin

quan st i din cho cc thnh phn ca ti sn thng hiu v ti sn thng hiu

tng th. Nghin cu nh tnh c thc hin thng qua kthut tho lun nhm

chuyn (focus group). Cuc tho lun nhm din ra nhm thm d kin khch

hng vcc bin quan st dng o lng cc thnh phn ca ti sn thng hiu

ng thi xc nh danh sch cc ngn hng cn c a vo nghin cu.

3.2.1 Thit knghin cu nh tnh

Da theo csl thuyt ca chng II vcc thnh phn ca ti sn thng

hiu ng dng trong ngnh hng tiu dng nhthc phNm v thc ung v ngnh

dch vnhkhch sn v nh hng ca cc nh nghin cu Aaker (1991, 1996),

Keller (1993), Lassar & ctg (1995), Yoo v Donthu (1997, 2001), Kim & ctg

(2003), Pappu & ctg (2005), Kayaman v Arasli (2007), cc bin quan st dng

o cc thnh phn ca ti sn thng hiu dch vngn hng c hnh thnh.

Tuy nhin, cc bin quan st ny c xy dng da trn l thuyt v v vy chng

cn c iu chnh cho ph hp vi bi cnh mi - dch vngn hng ti Vit

Nam. V vy, mt cuc tho lun nhm c tchc. Nhm tho lun gm 10

ngi. i tng tham gia l cc khch hng c nhn, nam v n, trong tui t

30 n 45, c sdng dch vca cc ngn hng ti thnh phHCh Minh trong

khong thi gian ti thiu l 5 thng. Nghnghip ca hl nhn vin vn phng,

cng nhn, bun bn nhv gio vin. Vic xc nh cc bin quan st o lng

cc thnh phn ca ti sn thng hiu v bin quan st o lng ti sn thnghiu ton din c th hin qua phn trng tm ca bui tho lun. Trong ni

dung tho lun v nhn bit thng hiu, ngi tham gia c yu cu lit k 6

thng hiu ngn hng TMCP m hbit (gi nhthng hiu khng gi ). Sau

, da trn danh sch 12 thng hiu ngn hng TMCP c nh nghin cu lit

k sn, ngi tham gia c yu cu loi bnhng thng hiu m hkhng bit

(nhn bit thng hiu c gi ). Ba mi bin quan st (cc pht biu) dng o

lng bn thnh phn ca ti sn thng hiu v ti sn thng hiu tng thc

nh nghin cu a ra da trn c s l thuyt. Trong , 6 bin cho nhn bit


19/81

19

thng hiu, 9 bin cho cht lng cm nhn, 8 bin cho hnh nh thng hiu, 4

bin cho lng trung thnh thng hiu v 3 bin cho ti sn thng hiu tng th.

Ngi tham dc yu cu nhn xt ngha tng bin v a kin ci thin cc

pht biu nu thy cn thit (xem Dn bi tho lun nhm Phlc 1, trang 60).

3.2.2 Kt qunghin cu nh tnh

Da trn kt quca nghin cu nh tnh, danh sch su ngn hng c

chn a vo nghin cu nh lng l: ngn hng Chu (ACB), ng

(EAB), Si Gn Thng Tn (Sacombank), KThng (Techcombank), Si Gn

(Saigonbank) v Nam (NamAbank).

Ba mi bin quan st dng o lng bn thnh phn ti sn thng hiu v

ti sn thng hiu tng thc lc bcn li 26 bin; trong 5 bin cho nhn

bit thng hiu, 9 bin cho cht lng cm nhn, 6 bin cho hnh nh thng hiu,

3 bin cho lng trung thnh thng hiu v 3 bin cho ti sn thng hiu tng th.

Sau tho lun, mt spht biu trong thang o c thay tng, cu chcho d

hiu v ph hp vi suy nghca khch hng (xem thang o ti mc 3.3.1).

3.3 Nghin cu nhlng

Nghin cu nh lng mu bng vic xc nh cc thang o cc khi

nim chnh ca nghin cu da trn kt qutho lun nhm. Bn cu hi c hnh

thnh bao gm cc thang o ny (xem Ph lc 1, trang 64). Khoch chn mu

c xy dng, qu trnh thu thp thng tin c tin hnh. K vic xl d

liu bng phn mm SPSS c thc hin kt lun cc gi thuyt nghin cu.

Cui cng kt qutSPSS sc phn tch, gii thch v trnh by thnh bn bo

co nghin cu.

3.3.1 Xy dng thang o

Cc tp bin quan st (26 pht biu) c th c o lng trn thang o

Likert 5 im thay i t1 = rt khng ng n 5 = rt ng . Cc pht biuny i din cho cc thnh phn ti sn thng hiu nhsau:


20/81

20

Thang o nhn bit thng hiu (NB)

Thang o nhn bit thng hiu bao gm 5 bin quan st hi ngi tiu

dng v s nhn din thng hiu ngn hng qua tn gi, logo v mu sc c

trng ca thng hiu. Cthnhsau:

NB_1. Ti bit ngn hng X.

NB_2. Ti c thddng phn bit ngn hng X vi cc ngn hng khc.

NB_3. Ti c thc ng tn ngn hng X.

NB_4. Ti c thnhn bit logo ca ngn hng X mt cch nhanh chng.

NB_5. Ti c thnhv nhn ra mu sc c trng ca ngn hng X.

Thang o cht lng cm nhn (CL)

Thang o cht lng cm nhn thhin s nhn thc chquan ca khch

hng i vi cht lng ca cc dch vdo ngn hng cung cp. Cc yu tthuc

cht lng dch vnhn mnh n csvt cht, con ngi v qu trnh phc v

chng hn nhcch cxv n mc ca nhn vin, cch thc hin cng vic v

gii quyt sc, trang thit b, khng gian giao dch, bu khng kh lm vic, th

tc, gi ph dch v. Cc pht biu c tho lng cht lng cm nhn bao

gm:

CL_1. Nhn vin ngn hng X cxvi ti nhmt qu khch hng.

CL_2. Csvt cht ngn hng X m bo an ton trong giao dch.

CL_3. Thtc ti ngn hng X nhanh gn.

CL_4. Gi ph dch vca ngn hng X thhin s tng xng gia cht

lng v gi.CL_5. Nhn vin ngn hng X n mc lch s, sng sa.

CL_6. Nhn vin ngn hng X nm bt nhanh v p ng tt nhu cu khch

hng.

CL_7. Nhn vin ngn hng X gii quyt scrt kho lo.

CL_8. Khng gian giao dch ti ngn hng X rt tin nghi, thoi mi.

CL_9. Bu khng kh phc vti ngn hng X rt chuyn nghip.

Thang o hnh nh thng hiu (HA)


21/81

21

Thang o hnh nh thng hiu thhin slin tng ca khch hng n

thng hiu ngn hng m hang sdng. Cc hnh nh c cp bao hm s

chuyn nghip vdch vti chnh-tin t, sn phNm/dch va dng, sni bt v

qun l, thnh tch cao trong ngnh, sng tin cy i vi cng chng, v sphcvrng khp trn nhiu a phng ca t nc. C thc 6 pht biu dng o

lng hnh nh thng hiu ngn hng nhsau:

HA_1. Ngn hng X chuyn vdch vti chnh - tin t.

HA_2. Ngn hng X c sn phm/dch vrt a dng.

HA_3. Ban lnh o ngn hng X gii qun l.

HA_4. Ngn hng X c thnh tch cao trong lnh vc ngn hng.

HA_5. Ngn hng X rt ng tin cy.

HA_6. Ngn hng X c im giao dch nhiu tnh thnh.

Thang o lng trung thnh thng hiu (TT)

Thang o lng trung thnh thng hiu din ts tip tc sdng thng

hiu hin ti trong hnh ng cng nhtrong suy ngh. Thang o ny bao gm ba

pht biu nhsau:TT_1.Ti vn ang sdng dch vca ngn hng X.

TT_2.Ti nghngay n ngn hng X khi c nhu cu khc v ti chnh

tin t.

TT_3.Ti ssdng dch vngn hng X lu di.

Thang o tng qut ti sn thng hiu (TSTH)

Thang o tng qut ti sn thng hiu thhin schn lc c l tr v tnh

cm ca khch hng dnh cho thng hiu. cng l im nhn gii thch bao

qut ti sn thng hiu nh l kt qu ca n lc marketing ca doanh nghip

nhm xy dng nhng nhn thc, hnh vi tch cc ca ngi tiu dng i vi mt

thng hiu v gii thch gi trv hnh v sao ngi tiu dng chn mua thng

hiu ny m khng chn thng hiu khc. Thang o tng qut gm c 3 bin quan

st:


22/81

22

TSTH_1.Tht c ngha khi mua dch vngn hng X thay cho cc ngn

hng khc, d l cc ngn hng u nhnhau.

TSTH_2.D cc ngn hng khc c cng c im nhngn hng X, ti

vn chn sdng dch vngn hng X.TSTH_3.D cc ngn hng khc cng tt nh ngn hng X, ti thch s

dng dch vngn hng X hn.

Chso ti chnh phn nh ti sn thng hiu

C nhiu cng cc thdng o lng kt quti chnh ca mt doanh

nghip. Cc cng c o lng tnh sinh li c th l li nhun trn ti sn

(ROE), li nhun trn doanh s(ROS), chng lin quan cht n khnng qun l

ca mt doanh nghip hn l mc thu nhp trc tip tkhch hng hay ngi mua.

Do , nghin cu ny chsdng thu nhp thot ng dch vca ngn hng

nh l mt so lng kt quhon thnh ca doanh nghip nhm kim tra nh

hng trc tip ca vic khch hng sdng thng hiu. Thu nhp thot ng

dch v ca ngn hng th hin cc khon thu ph dch v v hoa hng nh ph

nhn c tdch vthanh ton, dch vngn qu, ph tcc khon bo lnh vcc dch vkhc1. Phn thu nhp tcc hot ng kinh doanh khc ca ngn hng

khng lin quan n vic khch hng sdng thng hiu nhcc khon thu t

u tvo chng khon, vng hay bt ng sn khng c tnh n trong nghin

cu ny. Thng tin v thu nhp tcc hot ng dch v trong hai nm gn nht

(2007-2008) c thu thp tbo co kt quhot ng kinh doanh ca su ngn

hng cho nm ti chnh kt thc ngy 31 thng 12. Cc bo co ti chnh ny c

ng ti trn website ca cc ngn hng tham gia trong trong mu nghin cu (xem

Ti liu tham kho, mc a chwebsite, trang 59).

3.3.2 Tnh ng tin cy v gi trhiu dng ca thang o

Ngoi trcc dliu vnhn khNu hc ca ngi tiu dng c o lng

bng thang o nh danh, mi bin quan st trong phn tch ca nghin cu ny u

1Ph tkhon bo lnh c ghi nhn theo phng php trch trc. Ph hoa hng nhn ctdch vthanh ton, dch vngn quv cc dch vkhc c ghi nhn khi thc nhn.


23/81

23

dng thang o qung vi 5 khong chn la. iu kin quan trng nht ca mt

thang o lng thch hp l gi trhiu dng. Ngha l thang o c thit k

phi o c nhng g m n nh o. Mt iu quan trng khc l thang o

lng phi nht qun, ngha l khi n c lp li th sdn n cng mt kt qu.Snht qun ny c gi l tnh ng tin cy. Trc khi thc hin mt nghin

cu thc nghim, tnh nh tin cy v gi trhiu dng ca thang o cn phi c

nh gi m bo rng cc bin quan st sdng trong m hnh l thch hp.

Php phn tch nhn t v tnh tin cy c s dng nh gi s nht

qun ni ti ca mi khi nim nghin cu. u tin, php phn tch nhn tca

mi khi nim nghin cu gm Nhn bit thng hiu, Cht lng cm nhn, Hnhnh thng hiu, Lng trung thnh thng hiu v Ti sn thng hiu tng th

c xem xt cung cp bng chng v gi tr phn bit v gi tr hi t ca

thang o. Gi trphn bit m tmc m mt thang o (bin quan st) khng

ging vi nhng thang o (bin quan st) khc m vmt l thuyt chng khng

nn ging nhau. Gi trphn bit c nh gi bng cch xem xt ma trn tng

quan gia cc bin c lp v ph thuc v chn ra nhng bin m h s tng

quan gia chng thp. Mt hs tng quan tuyt i ln (0,85) chra mt hin

tng a cng tuyn, ngha l cc khi nim nghin cu trng lp vi nhau v c

thchng ang o lng cng mt th(John v Benet-Martinez, 2000). V thh

stng quan ca cc khi nim nghin cu trong ti ny nn nhhn 0,85

t c yu cu vgi trphn bit. Mc thch hp ca tng quan ni ti gia

cc bin quan st trong cc khi nim nghin cu c thhin bng hsKaiser-

Myer- Olkin (KMO) o lng sthch hp ca mu v mc ngha ng kcakim nh Barletts. Srt trch cc nhn ti din bng cc bin quan st c

thc hin bng phn tch nhn tchnh vi php quay Varimax. Cc thnh phn vi

gi trEigen ln hn v tng phng sai trch bng hoc ln hn 0,50 c xem nh

nhng nhn ti din cc bin. Thhai, cc thang o khong i din cho cc

khi nim nghin cu trong dn nghin cu ny c nh gi bng phng php

truyn thng (ngha l sdng cc trtrung bnh v lch chuNn trong thng k

m t). Phng php nht qun ni ti sdng hsCronbachs alpha thhintnh ng tin cy ca thang o khi hsalpha ln hn 0,7 (Nunnally v Berstein,


24/81

24

1994). Nu tt ccc h s ti nhn t ln hn h squy c 0,50, th cc khi

nim nghin cu t gi tr hi t (Hair & ctg, 2006). Nh vy, tt c h s

Cronbachs alpha trong nghin cu ny nu ln hn 0,7 th s c chp nhn.

Nhng nhn tkhng p ng iu kin Cronbachs alpha, hsti nhn tnhhn 0,5 v cc tng quan bin tng nhhn 0,3 sbloi bi vi cc phn tch

xa hn.

3.3.3 Mu nghin cu v phng php thu thp thng tin

Cuc kho st nh lng c tin hnh TP. HCM, i tng c kho

st l nhng ngi tiu dng c nhn ca su ngn hng Thng mi Cphn tiu

biu TP. HCM. Nhm tha mn yu cu vdliu ca phn tch nh lng, mt

bin trong bn cu hi i hi tng ng 5 p vin. Bn cu hi c 26 bin, nn

qui m mu t nht l 130 ngi. nng cao tnh i din ca mu nghin cu

trong tng th, cng vi ngn sch nghin cu cho php, qui m mu khoch l

450 khch hng c nhn c chn theo phng php nh mc (quota) vi phn

bu 75 ngi cho mi ngn hng (xem Bng 3.1).

Bng 3.1 Qui m mu nghin cu

Ngn hng Sp vin

c chn

(ngi)

Sp vin hi

p t yu cu

(ngi)

1. Chu (ACB) 75 70

2. ng (EAB) 75 72

3. Si Gn Thng Tn (Sacombank) 75 694. KThng (Techcombank) 75 71

5. Si Gn (SCB) 75 69

6. Nam (NamA Bank) 75 70

Tng 450 421

Sau khi c con sphn bp vin cho tng ngn hng, p vin sc

chn theo phng php thun tin. Ngi tiu dng dch vngn hng cng l sinh

vin ca cc lp cao hc, vn bng II v ti chc ca trng i hc Kinh TTP


25/81

25

HCM l i tng c vic lm, c thu nhp c sdng dch vngn hng c

chn.

Cuc kho st thvi mt mu nhgm 20 ngi tiu dng c thc

hin nhm pht hin nhng sai st trong thit kbn cu hi. Sau khi kho st th,

bn cu hi c chnh sa v sn sng cho cuc kho st chnh thc.

a im kho st l cc lp hc bui ti ti cc csca trng i hc

Kinh T. Phng vn vin l cc sinh vin nm cui bc i hc. Phng vn vin s

tip cn cc sinh vin vo thi gian ri trc khi vo tit hc u tin hay vo gi

gii lao. i vi cc ngn hng c t ngi sdng dch vnhSCB hay Nam ,

a im kho st c mrng ra ti cc im giao dch cho n khi phng vn

vin phng vn sngi trong phn bnh mc th dng li. Ti cc im giao

dch ca ngn hng, phng vn vin xin php Th trng n v phng vn

khch hng trong thi gian hang chthc hin giao dch. Thi gian p vin tr

li phng vn khong 15 pht. Cc p vin khi c chn phi tha mn mt s

iu kin gn lc m bo tnh i din v tnh khch quan cho cuc nghin cu

(xem Phlc 1, trang 60). Phng php phng vn mt- i mt kt hp vi vicpht bn cu hi cho p vin ttrli c thc hin. Thi gian tin hnh phng

vn din ra trong bn tun lca thng 6 nm 2008. Qu trnh phng vn t tl

hi p l 96%, trong 13 bn cu hi khng t yu cu cht lng tr li v

421 bn cu hi hu dng c a vo nghin cu (xem Bng 3.1).

3.3.4 Phng php thng k

Theo m hnh nghin cu c xy dng chng II, c su khi nim

nghin cu c hnh thnh l (1) Nhn bit thng hiu, (2) Cht lng cm

nhn, (3) Hnh nh thng hiu, (4) Lng trung thnh thng hiu, (5) Ti sn

thng hiu tng thv (6) Kt quti chnh ca thng hiu. Nm khi nim u

c o da trn nhn thc ca khch hng c nhn vi thang o Likert-5 mc.

Khi nim th su l khi nim ti chnh nn vic o lng da trn doanh thu

trong hai nm gn nht. kt lun cc gi thuyt H1, H2, H3 v H4 trong mhnh hi quy, cc bin c lp l bn khi nim thnh phn ca ti sn thng hiu


26/81

26

v bin phthuc l khi nim ti sn thng hiu tng th. i vi githuyt H5a

v H5b, bn khi nim ca thnh phn ti sn thng hiu v khi nim kt quti

chnh ca ngn hng l nhng bin a vo kim nh vi php thng k ph

hp.

Phn mm SPSS 15.0 c sdng x l d liu. Cc php kim nh

thng k bao gm Hi quy tuyn tnh bi dng kim nh cc githuyt H1, H2,

H3 v H4, phn tch tng quan phi tham sv php thng k T-test c sdng

kim nh githuyt H5a v H5b.

Khi gii thch vphng trnh hi quy, nh nghin cu lu n hin tng a

cng tuyn. Cc bin m c scng tuyn cao c thlm bp mo kt quv

lm cho kt qukhng n nh v khng c tnh tng qut ha. Nhiu vn rc

ri ny sinh nu hin tng a cng tuyn nghim trng tn ti, v dnhn c

thlm tng sai strong tnh ton hsbeta, to ra hshi quy c du ngc

vi nhng g ta mong i, v kt quT-test khng c ngha thng k ng k

trong khi kt quF-test tng qut cho m hnh li c ngha thng k.

Theo Hair & ctg (2006) c hai cch o lng kim nh nh hng ca acng tuyn: (1) tnh gi trdung sai hoc hsphng i phng sai (VIF) v (2)

sdng chsiu kin. Gi trdung sai cao thhin sa cng tuyn thp; v

gi trdung sai cng tin n khng (zero) thhin rng bin ny hu nhc

gii thch hon ton bng nhng bin khc. HsVIF l gi trnghch o ca

gi trdung sai, nhvy nu hsVIF thp th mi quan htng quan gia cc

bin thp. Ni chung nu hsVIF ln hn 10, hin tng a cng tuyn nghim

trng ang tn ti. Chsiu kin cng l mt cch pht hin hin tng acng tuyn. Cng cny so cc gi trEigen cng vi nhau trong mt ma trn

cho khng trng tm XTX. Nu gi trEigen ti a ln hn nhiu so vi cc gi tr

Eigen khc, th chsiu kin ang tn ti. Theo kinh nghim, chsiu kin

ln hn 30 chra mt scng tuyn nghim trng (John v Benet-Martinez,

2000). Nhvy, trong nghin cu ny, khng c hin tng a cng tuyn

nghim trng xy ra trong m hnh hi quy, cc hsVIF phi nhhn 10 v cc

chsiu kin phi nhhn 30.

3.4 Tm tt


27/81

27

Chng III trnh by phng php v kt qunghin cu nh tnh pht

trin thang o bn thnh phn ca ti sn thng hiu v thang o tng qut ti sn

thng hiu. T 30 bin quan st c hnh thnh trn c s l thuyt, kt qu

nghin cu nh tnh gip gn lc, iu chnh cn li 26 bin. Phng phpnghin cu nh lng cng c trnh by trong chng ny. Vic xy dng thang

o v bn cu hi cng phng php xl dliu bng phn mm SPSS c

cp. iu kin vtnh ng tin cy, gi trhiu lc ca thang o, v hin tng a

cng tuyn ca m hnh hi quy c nu ra. Nhng lu vmt thng k ny i

hi tt cCronbach alpha ca cc khi nim nghin cu phi ln hn 0,7, gi tr

eigen ln hn 1, phng sai trch ln hn 50%, hsti nhn tln hn 0,5, hs

VIF trong m hnh hi quy nhhn 10 v chsiu kin nhhn 30. Qui m mu

n = 421 v phng php chn mu nh mc kt hp thun tin c sdng cho

nghin cu. Chng tip theo strnh by kt qunghin cu, nhm tc im

mu nghin cu, kt qukim nh thang o, v kt qukim nh cc githuyt

nghin cu.


28/81

28

CHNG IV

KT QUNGHIN CU

Chng IV trnh by thng tin chung vmu nghin cu (n), kt qukimnh thang o qua php phn tch nhn tEFA v Cronbach alpha, kt qukim

nh m hnh v cc githuyt nghin cu vmi quan hgia cc thnh phn

ca ti sn thng hiu v ti sn thng hiu tng qut, vmi quan hgia ti

sn thng hiu theo nhn thc khch hng v kt quti chnh ca ngn hng.

4.1 Thng tin chung vmu nghin cu

Bng 4.1 cho thy trong 421 ngi tiu dng tham gia trli cu hi c 43

% l nam v 57 % l n; gn 70% trong tui 18 - 30, 18% c tui 31 - 40, cn

li l nhng ngi c tui t41 trln. Phn na nhng ngi trong mu c thu

nhp mc trung bnh t2-5 triu ng/thng, mt phn ttrong shc mc thu

nhp kh ttrn 5-8 triu ng/thng. Mc thu nhp cao (trn 8 triu ng/thng)

v thp (di 2 triu ng/thng) chim khong 10-13% mi loi. a phn p

vin u c trnh cao ng v i hc (83%), chc mt phn mi p vin ctrnh tphthng trung hc trxung v 7% c trnh trn i hc. Hn 40%

p vin l nhn vin vn phng ca cc cng ty ngoi quc doanh, chc khong

16% l cn bcng nhn vin nh nc v 40% cn li thuc nhm c nghnghip

khc nhbun bn, sinh vin, gio vin, chdoanh nghip, nghchuyn mn, ni

trv lao ng tdo. D c nghnghip, tui tc, trnh hc vn hay thu nhp

khc nhau, cc p vin u l khch hng ca 6 ngn hng tiu biu ti thnh ph

HCh Minh. Thi gian s dng dch ngn hng ca h thp nht l 5 thng vnhiu nht l 24 nm. S nm trung bnh s dng dch v ngn hng ca mu

nghin cu l 2,8 nm, trong thi gian 1 nm sdng l con sc p vin

trli nhiu nht. Loi dch vngn hng m khch hng ang sdng gm thrt

tin v thanh ton ni a (50%), thrt tin v thanh ton quc t(9%), ti khon

np rt nhn chuyn tin (27%), stit kim c khn v khng khn (47%) v

vay tiu dng (9,6%). Mu nghin cu ny bao gm cc i tng khch hng

tham gia tiu dng cc dch vcbn ca ngn hng, nhvy mu c tnh i din

cao cho m ng nghin cu khi o lng ti sn thng hiu da trn khch


29/81

29

hng v kt qu ti chnh lin quan n cc hot ng dch v c bn ca ngn

hng.

Bng 4.1 c im mu nghin cu

Cc c im c nhn Mu n = 421Tn s Phn trm

Gii tnh- Nam- N

Tui.18 - 30. 31 - 40

.41 - 50

.> 50Thu nhp

.< 2 triu ng

.2 - 5 triu ng

.> 5 - 8 triu ng

.> 8 triu ngTrnh hc vn

- Di phthng trung hc- Phthng trung hc- Cao ng i hc- Trn i hc

Nghnghip- CBNV nh nc- NVVP cng ty ngoi quc doanh- Nghnghip khc (gio vin, bun bn nh,cng nhn, ch doanh nghip, ngh chuyn

mn, ni tr, v lao ng tdo)

180241

28476

3026

5321110039

339

34129

68177176

42,957,1

68,318,3

7,26,3

13,252,424,89,7

0,79,5

82,87,0

16,442,739,9

Loi dch vkhch hng ang sdng- Thrt tin v thanh ton ni a- Thrt tin v thanh ton quc t- Ti khon np, rt, nhn chuyn tin- Tit kim c khn, khng khn- Vay tiu dng

20838

11219740

49,99,1

26,947,29,6

Snm sdng dch vngn hng X- Trung bnh (mean) : 2,8 nm

- Yu v(mode) : 1 nm- Thp nht (min.) : 5 thng- Cao nht (max.) : 24 nm


30/81

30

4.2 Kim nhthang o

nh gi tnh nht qun ni ti ca cc khi nim nghin cu, phng

php phn tch nhn tEFA (xem Phlc 2, trang 67-68) v phng php hstin

cy Cronbach alpha c thc hin (xem PhLc 2, trang 69-73).

4.2.1 nh gi thang o bng hstin cy Cronbach alpha

Kt qu tnh ton Cronbach alpha ca cc thang o bn thnh phn ring

bit ca ti sn thng hiu v ti sn thng hiu tng thc th hin trong

Bng 4.2. Cc thang o thhin bng 23 bin quan st. Cc thang o ny u c h

s tin cy Cronbach alpha t yu cu. C th, Cronbach alpha ca nhn bit

thng hiu l 0,758; ca cht lng cm nhn l 0,846; ca hnh nh thng hiu

l 0,747; ca lng trung thnh thng hiu l 0,730; v ca ti sn thng hiu tng

thl 0,832. Hn na cc hstng quan bin tng u cao. a phn cc hs

ny ln hn 0,40, trbin HA_6 = 0,32. Nu loi cc bin ny th hsCronbach

alpha stng ln, tuy nhin v tng quan bin tng u t yu cu ln hn 0,30,

cho nn cc bin o lng cc khi nim nghin cu u c sdng trong phn

tch EFA ktip.


31/81


32/81

32

4.2.2 Phn tch nhn tEFA

Kt qu phn tch nhn t EFA cho thang o cc thnh phn ca ti sn

thng hiu cho thy c 4 yu tc trch ti gi trEigen l 1,104 v phng sai

trch c l 50,509%. Nhvy phng sai trch t yu cu. Tuy nhin c 1 bin

quan st thuc khi nim hnh nh thng hiu bloi (HA_6) v hsti nhn t

ca bin quan st ny (HA_6 = 0,402) nhhn 0,50. Sau khi loi bin trn, 22 bin

quan st cn li c a vo phn tch EFA ln na cho ra kt qu4 yu tti gi

trEigen = 1,095 vi phng sai trch l 51,923%. Thang o c bin quan st do

phn tch EFA bloi, hsCronbach alpha ca hnh nh thng hiu c tnh li

l 0,752 (xem Bng 4.3).

Bng 4.3 Phn tch nhn tEFA ca thnh phn ti sn thng hiu

Hsti nhn tca cc thnh phnBin quan st1 2 3 4

NB_1 0,599NB_2 0,704NB_3 0,684NB_4 0,787NB_5 0,661

CL_1 0,619CL_2 0,513CL_3 0,643CL_4 0,658CL_5 0,515CL_6 0,720CL_7 0,712CL_8 0,547

CL_9 0,590HA_1 0,569HA_2 0,549HA_3 0,677HA_4 0,662HA_5 0,624

TSTH_1 0,755TSTH_2 0,658TSTH_3 0,605

Gi trEigen 6,881 2,086 1,360 1,095Phng sai trch 31,279 9,484 6,182 4,948Cronbach alpha 0,843 0,752 0,730 0,832


33/81

33

Khi nim ti sn thng hiu tng thc ginh l mt khi nim n

hng. Ba bin quan st c dng o ti sn thng hiu tng th. Bng 4.4

trnh by kt quphn tch nhn t cho khi nim nghin cu ny. Hs tin cy

Cronbach alpha tnh c l 0,833; gi trEigen l 2,249; phng sai trch 74,968.Tt chsti nhn tu ln hn 0,80.

Bng 4.4 Phn tch nhn tca khi nim ti sn thng hiu tng th

Bin quan st Hstinhn t

Gi trEigen

Phng saitrch

Cronbachalpha

Ti sn thng hiu tng th 2,249 74,968 0,8327

TSTH_1 0,855

TSTH_2 0,875TSTH_3 0,867

Vi tt ckt quphn tch EFA trn cho chng ta kt lun rng cc thang

o biu thti sn thng hiu tng thv cc thnh phn ca ti sn thng hiu

t gi trhi t. Hay ni cch khc, cc bin quan st i din c cho cc

khi nim nghin cu cn phi o.

4.2.3 Phn tch tng quan

Mt phng php chung nh gi gi tr phn bit l kim nghim ma

trn tng quan cho cc bin c lp v bin phthuc. Kt quhstng quan

nhhn 0,85 chra rng gi trphn bit c khnng tn ti gia 2 bin (John v

Benet-Martinez, 2000). Bng 4.5 tm tt mi tng quan thng k Spearmans Rho

gia cc bin c gii thch. Tt chstng quan tuyt i gia cc bin daong t 0,282 n 0,600, ngha l khng vt qu hsiu kin 0,85. iu

chng minh rng gi tr phn bit t c. Hay ni cch khc, cc thang o

trong nghin cu ny o lng c cc khi nim nghin cu khc nhau.


34/81

34

Bng 4.5 Stng quan gia cc khi nim nghin cu

1 2 3 4 5

1 Nhn bit thng hiu 1 0,325* 0,349* 0,309* 0,282*

2 Cht lng cm nhn 0,325* 1 0,557* 0,519* 0,544*

3 Hnh nh thng hiu 0,349* 0,557* 1 0,523* 0,467*

4 Trung thnh thng hiu 0,309* 0,519* 0,523* 1 0,600*

5 Ti sn thng hiu tng th 0,282* 0,544* 0,467* 0,600* 1

Ghi ch: * Tng quan Spearmans c ngha thng k mc 0,01; n = 421.

Ma trn tng quan trong Bng 4.6 cng cho thy 4 thnh phn ca ti sn

thng hiu c mi quan hng kvi nhau. Bin nhn bit thng hiu tng

quan cng chiu vi bin cht lng cm nhn (r = 0,325; p


35/81

35

nhn qu(Cooper v Schindler, 2003). Ngoi chc nng l mt cng cm t,

hi quy tuyn tnh bi cng c sdng nhmt cng ckt lun kim nh

cc githuyt v dbo cc gi trca tng thnghin cu (Duncan, 1996). Nh

vy, i vi nghin cu ny hi quy tuyn tnh bi l phng php thch hp

kim nh cc githuyt nghin cu.

4.3.1 M hnh hi quy tuyn tnh bi

kim nh bn githuyt H1, H2, H3 v H4 mt m hnh hi quy bi c

pht trin nhsau:

TSTH = 0 + 1NB + 2 CL + 3 HA + 4 TT +ei

Trong , k l cc hsca phng trnh hi quy v ei l phn d.

Da trn kt quphn tch nhn t, ti sn thng hiu tng qut bao gm nhn

bit thng hiu (NB), cht lng cm nhn (CL), hnh nh thng hiu (HA) v

lng trung thnh thng hiu (TT). Bn yu tny l cc bin c lp, bin ti

sn thng hiu tng qut (TSTH) l bin phthuc trong m hnh hi quy

nu trn.

Lnh hi quy tuyn tnh trong chng trnh SPSS c sdng chy phn

mm phn tch hi quy bi. Gi trbi R chr ln ca mi quan hgia cc

bin c lp v phthuc. Hsxc nh (R2) o lng tltng bin thin ca

phthuc c gii thch bng cc bin c lp trong m hnh Gi trca R2 cng

cao th khnng gii thch ca m hnh hi quy cng ln v vic don bin

phthuc cng chnh xc. Php kim nh phn tch phng sai (ANOVA) c

tin hnh. Nu gi trF c ngha ng kvmt thng k (p


36/81

36

nh gi ph hp ca m hnh v kim nh bn githuyt nghin cu.

4.3.2 Xem xt ginh a cng tuyn ca cc bin trong m hnh

Php thgi trdung sai, gi trVIF, gi trEigen v chsiu kin c dngkim nh hin tng a cng tuyn trong m hnh hi quy. Trong Bng 4.6 tt

cgi trdung sai u ln hn 0,52, cc gi trVIF t1,26 n 1,93 cho thy s

a cng tuyn rt thp.

Bng 4.6 Hin tng a cng tuyn*: nh gi gi trdung sai v VIF

Cc bin Dung sai VIF

Nhn bit thng hiu

Cht lng cm nhn

Hnh nh thng hiu

Lng trung thnh thng hiu

0,791

0,571

0,583

0,519

1,264

1,752

1,715

1,927

Ghi ch: * Bin phthuc: Ti sn thng hiu tng th

Bn cnh , bng chng trong Bng 4.7 vi chsiu kin t1,00 n 2,53

cho chng ta khng nh rng hin tng a cng tuyn khng l vn trm

trng i vi cc bin dng trong dbo m hnh hi quy ca nghin cu ny.

Bng 4.7 Hin tng a cng tuyn*: nh gi gi trEigen v chsiu kin

Kch thc Gi trEigen Chsiu kin

1

2

3

4

5

2,465

1,000

0,701

0,494

0,385

1,000

1,570

1,875

2,344

2,530

Ghi ch: * Bin phthuc: Ti sn thng hiu tng th


37/81

37

4.3.3 Kim nh cc githuyt nghin cu vthnh phn ti sn thng hiu

Bng 4.8 trnh by kt qudbo ca m hnh hi quy tuyn tnh bi (xemPhlc 2, trang 74). M hnh vi bn bin c lp l nhn bit thng hiu, cht

lng cm nhn, hnh nh thng hiu v lng trung thnh thng hiu v mt

bin phthuc l ti sn thng hiu tng qut. M hnh c ngha thng k

mc p


38/81

38

Ghi ch: ** Mc ngha thng k p


39/81

39

thuyt H4 c chp nhn.

4.4 Kim nh mi quan hgia Ti sn thng hiu v kt quti chnh

Mi quan hgia ti sn thng hiu dch vv kt quti chnh ca ngn

hng c thhin qua hai kha cnh. Mt l, mi lin quan gia ti sn thng

hiu vi li nhun ca ngn hng. Hai l, hai nhm ngn hng c li nhun khc

nhau c khch hng nhn thc khc nhau vcc thnh phn ca ti sn thng

hiu.

4.4.1 Mi quan hgia ti sn thng hiu v kt quti chnh

kim tra mi quan hgia ti sn thng hiu v kt quti chnh, phpphn tch tng quan phi tham sc sdng (xem Phlc 2, trang 81). Do mu

nh(chc su ngn hng c a vo kho st) v do skhng chc chc phn

phi mu l chuNn tc nn hs tng quan Kendalls tau c u tin sdng

trong nghin cu ny. c xem nhl mt bin u vo thhin ti sn thng

hiu, im trung bnh (mean score) ca bn thnh phn c dng xem xt nh

hng ln kt qu ti chnh ca cc ngn hng. y, ti sn thng hiu c

xem l mt bin c o lng hon ton trong n v kt quti chnh ca ngn

hng thhin bng thu nhp thot ng dch vc a vo nhmt bin khc.

K, iu tra mi quan hgia bn thnh phn ring bit ca ti sn thng

hiu v kt qukinh doanh ca mt doanh nghip, php phn tch tng quan phi

tham scng c sdng.

Kt qu ca php phn tch tng quan phi tham sc trnh by trong

Bng 4.10, thhin ti sn thng hiu chnh n, hay bn thnh phn to nn ti

sn thng hiu c mi quan hng kn kt quti chnh ca ngn hng. Khi

xem xt ti sn thng hiu nhmt bin ring c, kt qucho thy ti sn thng

hiu c mi quan hthun chiu vi kt quti chnh (Kendalls tau = 0,100). Kt

quny ng h gi thuyt H5a: ti sn thng hiu dch vngn hng theo kha

cnh khch hng l mt yu tquan trng nh hng n kt qu ti chnh trong

ngnh ngn hng. Kt qu ny cng cho thy rng yu t nhn bit thng hiu


40/81

40

(Kendalls tau = 0,136), hnh nh thng hiu (Kendalls tau = 0,118) chia smi

quan hthun chiu vi kt quti chnh ca ngn hng.

Bng 4.9 Mi quan hgia ti sn thng hiu v kt quti chnh

Kt quti chnh Kendalls tau

Ti sn thng hiu

Nhn bit thng hiu

Cht lng cm nhn

Hnh nh thng hiu


0,100**

0,136**

0,004

0,118**

0,068Ghi ch: Tng quanKendalls tau c ngha thng k mc p< 0,01.

4.4.2 Skhc bit nhn thc vti sn thng hiu ca hai nhm ngn hng

Kt quti chnh ca ngn hng c thhin qua chsthu nhp thot

ng dch vngn hng trung bnh trong hai nm gn y nht: 2007 v 2008. S

trung vc sdng xc nh hai nhm ngn hng c kt quti chnh cao v

thp. Bng 4.10 m thai nhm ngn hng khc bit vthu nhp thot ng dch

vc phn loi da theo trung v. Nhng ngn hng c thu nhp trung bnh bng

hoc ln hn strung vc xp vo nhm c kt quti chnh cao2, nhng ngn

hng c thu nhp trung bnh thp hn strung vc xp vo nhm c kt quti

chnh thp. Nhm ti chnh cao gm cc ngn hng Chu, Si Gn Thng Tn,

v KThng vi thu nhp t thu ph dch vv hoa hng trung bnh trong hai

nm t375.114 n 511.446,5 triu ng. Nhm ti chnh thp gm cc ngn hngng , Si Gn v Nam vi thu nhp trung bnh t8.912,5 n 192.135,5 triu

ng.

2Khinim nhm ti chnh cao v nhm ti chnh thp ng phn bit 2 nhm ngn hng

c thu nhp khc nhau dng trong nghin cu ny, khng l nh ngha chnh thc cho cctrng hp khc.


41/81

41

Bng 4.10 Sphn loi hai nhm ngn hng da trn kt qutichnh nm

2007-2008

VT: Triu ng

Nhm ngn hng Thunhp

nm 2007

Thunhp

nm 2008

Thu nhp

trung bnh

Nhm tichnh cao (n = 210)

Chu (ACB)

Si Gn Thng Tn (Sacombank)

KThng (Techcombank)

342.592

291.083

206.958

680.301

672.016

543.270

511.446,5

481.549,5

375.114*

Nhm ti chnhthp (n = 211)ng (EAB)

Si Gn (SCB)

Nam (NamAbank)

180.747

142.161

6.836

203.524

158.393

10.990

192.135,5

150.277

8.912,5

Ghi ch: *Strung v

Ngun: Tng hp tbo co kt quhot ng kinh doanh hp nht ca ngn hng trn

cc trang web dnh cho cng, nm 2009.

4.4.3 Skhc bit trtrung bnh ca ccthnh phn ti sn thng hiu

Php kim nh T-test c lp c dng xc nh xem ngi tiu dng

ca hai nhm ngn hng c kt qu ti chnh cao v thp c kin khc nhau

khng vcc thnh phn ca ti sn thng hiu: nhn bit thng hiu, cht lng

cm nhn, hnh nh thng hiu v lng trung thnh thng hiu (xem Phlc 2,

trang 76 - 80).


42/81

42

Bng 4.11 Skhc bit trtrung bnhgia hai nhm ngn hng (NH)

Nhm TC cao

(n = 210)

Nhm TCthp

(n = 211)

Ccbin

TTB LC TTB LC

Gi trT

Nhn bitthng hiu

Bit tn NH X

c ng tn NH X

Phn bit X vi NH khc

Nhn bit logo NH X

Nhmu sc NH X

4,45

4,33

4,37

4,13

4,00

0,670

0,752

0,728

0,914

1,060

4,38

4,05

4,23

3,74

3,83

0,632

0,763

0,724

0,897

0,941

1,091

3,849***

1,993**

4,362***

1,705*

Cht lngcm nhnc cxnhmt qu khch hng

Csvt cht NH X m bo an ton

Thtc ti NH X nhanh gn

Gi ph tng ng cht lng ti NH X

Nhn vin NH X mc lch s

NH X p ng tt nhu cu khch hng

NH X gii quyt sckho loim giao dch ca NH X tin nghi

Bu khng kh phc vchuyn nghip

3,95

3,76

3,74

3,54

4,15

3,80

3,473,77

3,84

0,837

0,836

0,829

0,745

0,790

0,744

0,7900,840

0,753

3,99

3,88

3,48

3,65

4,18

3,77

3,483,82

3,71

0,834

0,794

1,050

0,774

0,699

0,740

0,7700,872

0,786

-0,527

-1,624

2,907**

-1,501

-0,382

-0,380

-0,095-0,581

1.759*

Hnh nh thng hiu

NH X chuyn vdch vTC-TT

NH X c sn phNm/dch va dng

Ban lnh o NH X gii qun l

NH X c thnh tch cao

NH X ng tin cy

3,82

3,97

3,50

3,73

3,98

0,788

0,706

0,763

0,761

0,697

3,82

3,77

3,43

3,51

3,91

0,755

0,756

0,684

0,740

0,749

0,074

2,806**

1,019

2,946**

1,014


Vn ang sdng dch vca NH X

Nghngay n NH X khi c nhu cu

Ssdng dch vNH X lu di

3,64

3,72

3,83

0,844

0,810

0,860

3,53

3,66

3,67

0,828

0,835

0,859

1,378

0,758

1,942*

Ghi ch: TTB: Trtrung bnh theo thang o t1 = rt khng ng n 5 = rt ng ;

LC: lch chuNn. *** Mc ngha thng k p


43/81

43

Bng 4.11 cho thy c bn thuc tnh thuc vnhn bit thng hiu c s

khc bit ng k gia hai nhm ngn hng. l cc thuc tnh c ng tn

ngn hng X, phn bit vi ngn hng khc, nhn bit logo ngn hng X v

nhmu sc ngn hng X. R rng nhm ngn hng c kt qu ti chnh caoc ngi tiu dng nhn bit thng hiu cao hn so vi nhm ngn hng c kt

qu ti chnh thp. Vcht lng cm nhn, c 2 bin quan st thhin skhc

bit ng kvcht lng dch vc cm nhn gia hai nhm ngn hng, l

thtc nhanh gn v bu khng kh lm vic chuyn nghip. Nhm ngn hng

c kt quti chnh cao c khch hng nhn xt tt hn vvic thc hin thtc

ngn hng nhanh gn. Nhm ny cng c khch hng ca mnh nh gi cao hn

v bu khng kh phc v ti ngn hng rt chuyn nghip. V hnh nh thng

hiu, nhm ngn hng ti chnh cao c khch hng ca hlin tng mnh hn

vmt ngn hng c sn phNm/dch va dng v t c thnh tch cao trong

lnh vc ngn hng. Lng trung thnh thng hiu thhin qua ba bin quan st.

y, khng c skhc bit ng kca hai nhm khch hng vhnh vi vn

ang sdng dch vngn hng X v xu hng nghngay n ngn hng X khi

c nhu cu. Ring mc ng i vi pht biu by tdnh s sdng

ngn hng X lu di ca nhm khch hng thuc khi ngn hng thu nhp cao th

cao hn so vi nhm ngn hng c thu nhp thp. iu ny cho thy khch hng

ca nhm ngn hng thu nhp cao skhng ddng chuyn sang sdng thng

hiu dch vkhc mt khi h quen thuc v hi lng vi thng hiu dch v

hin ti. Kt qu ca kim nh T-test trn ng h gi thuyt H5b: Ti sn

thng hiu da trn nhn thc ca khch hng th khc nhau gia cc ngn hng

c kt quti chnh khc nhau. Ni cch khc, mt khi khch hng nhn thc gitrthng hiu dch vcao hssdng dch vthng xuyn hn, dn n tng

ngun thu nhp cho doanh nghip kinh doanh dch v.

4.5Tm tt

Chng ny trnh by tng qut vc im mu nghin cu, m t tng

qut kt qutrli ca mu v kt qukim nh cc thang o lng. Mu nghincu phn nh c trng chyu ca m ng nghin cu. Kt qukim nh


44/81

44

thang o bng Cronbach alpha v EFA loi mt bin quan st thuc khi nim

hnh nh thng hiu c hsti nhn tnhhn 0,5. Kt qul, bn thnh phn

ca ti sn thng hiu gm 22 bin quan st, v ti sn thng hiu tng thgm

3 bin quan st c a vo kim nh m hnh v gi thuyt nghin cu.Thang o cc khi nim nghin cu t gi trhi tv gi trphn bit thng

qua stha mn cc iu kin ca phn tch nhn tEFA v phn tch tng quan

Spearmans.

Kt quca php kim nh hi quy tuyn tnh ng hcbn githuyt

nghin cu: H1, H2, H3 v H4. Bn thnh phn nhn bit thng hiu, cht lng

cm nhn, hnh nh thng hiu v lng trung thnh thng hiu l dbo tt choti sn thng hiu tng th. Trong , lng trung thnh thng hiu c ngha tc

ng mnh nht ln ti sn thng hiu tng th, k l cht lng cm nhn,

hnh nh thng hiu v nhn bit thng hiu. Kt quca php kim nh tng

quan phi tham sv kim nh T-test cho 2 mu c lp ng hgithuyt H5a v

H5b. Kt qu ny c bit nhn mnh hai thnh phn Nhn bit thng hiu v

Hnh nh thng hiu c nh hng ng knht n kt quti chnh ca ngn

hng. c bit, ngn hng c kt quti chnh cao c khch hng ca mnh nhn

thc cao hn vcc thnh phn nhn bit thng hiu (c ng tn ngn hng,

phn bit vi ngn hng khc, nhn bit logo ngn hng, nhn bit mu sc c

trng ca thng hiu), cht lng c cm nhn (thtc nhanh gn, bu khng

kh phc vchuyn nghip), hnh nh thng hiu (ngn hng c sn phNm/dch v

a dng, ngn hng c thnh tch cao trong lnh vc ngn hng) v lng trung thnh

thng hiu (ssdng dch vngn hng lu di). Bng 4.12 trnh by tm tt ktqukim nh cc githuyt nghin cu.

Chng tip theo strnh by ngha ng gp ca ti cng mt skin

nghrt ra c tkt qunghin cu.


45/81

Bng 4.12 Tm tt kt qukim nh cc githuyt nghin c

Gi

thuyt

Kt qu Chi tit

H1 Chp nhn Nhn bit thng hiu l chsdbo cho ti sn thng hiu tng

H2 Chp nhn Cht lng cm nhn l chsdbo cho ti sn thng hiu tng

H3 Chp nhn Hnh nh thng hiu l chsdbo cho ti sn thng hiu tng

H4 Chp nhn Lng trung thnh thng hiu l chsdbo cho ti sn thng hiu t

H5a Chp nhn

tng phn

Ti sn thng hiu vi 2 thnh phn: Nhn bit thng hiu v Hnh nh

hiu c nh hng thun chiu n kt quti chnh ca thng hiu ng

H5b Chp nhn

tng phn

Nhn bit thng hiu cao hn dnh cho nhm ngn hng ti chnh cao v

tnh: c ng tn ngn hng, phn bit vi ngn hng khc, nhn bit lo

hng v nhn bit mu sc c trng ca ngn hng.

Cht lng cm nhn cao hn dnh cho nhm ngn hng ti chnh cao v

tnh: Thtc nhanh gn v Bu khng kh phc vchuyn nghip

Hnh nh thng hiu cao hn dnh cho nhm ngn hng ti chnh cao v

tnh: Ngn hng c dch va dng v Ngn hng c thnh tch ca

Lng trung thnh thng hiu cao hn dnh cho nhm ngn hng ti chn

thuc tnh: Ssdng dch vngn hng lu di.


46/81

46

CHNG V

KT LUN V NGHA NG GP

Mc ch ca chng ny l tm tt cc kt qunghin cu chnh v tho

lun ngha ca cc kt qunghin cu ny. Hai ni dung ln c trnh by l (1)

tm tt cc kt qu pht hin c, trnh by ngha l thuyt v thc tin ca

chng, (2) cc hn chca ti v hng nghin cu tip theo.

5.1 Kt lun

Phng php nghin cu nh tnh v nh lng xem xt cc bin lin

quan n gi trthng hiu dch vv mi quan hgia gi trthng hiu dch

vi kt quti chnh. ti dng bi cnh ca ngnh ngn hng Vit Nam

kt lun githuyt nghin cu v trnh by mt tnh hung thc t. Dliu c

thu thp qua hai bc: tho lun nhm (n=10) v phng vn trc tip (n=421) ti

thnh phHCh Minh. Cc thang o lng vbn thnh phn ca ti sn thng

hiu c xy dng trn csl thuyt v c pht trin cho ph hp vi bicnh dch vngn hng Vit Nam qua tho lun nhm v phn tch nhn tEFA.

Phng trnh hi quy tuyn tnh bi c s dng kim nh bn gi thuyt

nghin cu v ti sn thng hiu dch v; phn tch tng quan phi tham s v

kim nh T-test dng kt lun hai githuyt nghin cu vmi quan hgia ti

sn thng hiu dch vtheo nhn thc khch hng v kt quti chnh ca ngn

hng.

Kt qunghin cu p ng c mc tiu nghin cu v ng hsu gi

thuyt t ra. Cth, kt quny xc nhn bn thnh phn ca ti sn thng

hiu dch vgm c nhn bit thng hiu, cht lng cm nhn, hnh nh thng

hiu v lng trung thnh thng hiu. Bn thnh phn ny ng gp tch cc vo

ti sn thng hiu dch vngn hng nh tm tt trong Hnh 5.1. Ngoi ra, bn

thnh phn ca ti sn thng hiu dch vcng c mi quan h thun chiu vi

nhau. Nhn thc ca ngi tiu dng cng cao khi hlin tng cao vhnh nh

thng hiu dch vv khi hnhn thc c cht lng ca thng hiu cao v


47/81

47

ngc li. Ngi tiu dng cng lin tng tch cc n thng hiu dch v th

cng trung thnh vi thng hiu hn v ngc li. Khi hc lin tng tch cc

n thng hiu dch vth cng c khnng pht trin nhn thc thun li vcht

lng v ngc li. Nhvy, khi nim vti sn thng hiu v cc thnh phnca n, c bit ng dng trong lnh vc dch vngn hng nhnghin cu ny,

c xc nhn. Kt lun cn cho thy trong thtrng dch v, ti sn thng hiu

theo nhn thc khch hng cng c phn nh bng bn thnh phn (nhn bit

thng hiu, cht lng cm nhn, hnh nh thng hiu, v lng trung thnh

thng hiu) tng tnhtrong thtrng sn phNm. Cc thang o p dng trong

nh ti sn thng hiu trong th trng hng tiu dng nhanh c thc s

dng lm cspht trin thang o nhm nh gi ti sn thng hiu trong th

trng dch vngn hng.

Hnh 5.1 Tm tt kt qunghincu vti sn thng hiu dch vngn hng

Ghi ch: (*) HsBeta, c ngha thng k p


48/81

48

5.2 Kt qung gp ca nghin cu

Vi nhng kt qucth, nghin cu ny c nhng ng gp vkha cnh

l thuyt v thc tin qun l nhsau:

5.2.1 Kt qung gp vl thuyt nghin cu

Gi trchnh ca nghin cu ny l cung cp mt shiu bit su hn vgi

trthng hiu dch vbng xem xt gi trthng hiu trong ngnh dch vngn

hng. Cc nghin cu trc y khai thc nhiu kha cnh lin quan n gi tr

thng hiu sn phNm (Pappu & ctg, 2005) v cp n ti sn thng hiu ca

mt vi dch vtrong lnh vc du lch nhkhch sn, nh hng (Kim & ctg, 2003;

Kayaman v Arasli, 2007), m cha c nghin cu trong lnh vc ngn hng.

Nghin cu ti sn thng hiu dch vngn hng gp phn lm phong ph thm

l thuyt v ti sn thng hiu dch v. ng thi lm sng t l thuyt v s

tng quan thun chiu gia ti sn thng hiu theo kha cnh khch hng v kt

quti chnh ca doanh nghip kinh doanh dch v. Ti sn thng hiu, nhtrong

thi trng cc sn phNm hu hnh, c mt vai tr quan trng tng ng trong th

trng dch v. Dch vngn hng, ging nhhng tiu dng nhanh, ang i mt

vi scnh tranh rt mnh m. Trong nhiu trng hp dn n sst nhp hay

mua/bn doanh nghip. Ti sn ca mt thng hiu thng gip xc nh chi ph

mua mt doanh nghip. Nghin cu ny gip chng ta khng nh rng Ti sn

thng hiu dch vc thhin bng stin m doanh nghip kim c tvic

cung cp cc dch vra th trng bng thng hiu mnh. Ti sn thng hiu

thhin gi trca tn thng hiu v gi trca doanh nghip.

Nghin cu ny pht trin thang o cc thnh phn ca ti sn thng

hiu v nh gi chung ti sn thng hiu da trn cc nghin cu v gi tr

thng hiu ca Aakers (1991, 1996), Keller (1993) v Yoo v Donthu (1997,

2001), nhng ln ny bi cnh ti mt nc khc, mt ngnh khc. Cc thang o

c pht trin v kim nh trong bi cnh mi ny c thbsung cho bsu tp

cc thang o v khi nim ti sn thng hiu dch v hin vn cn ang khanhim. Cc nh nghin cu v qun trVit Nam c thsdng chng o lng


49/81

49

ti sn thng hiu cho ngnh ti chnh - ngn hng hay pht trin sang cc lnh

vc dch vkhc nhgio dc, y t.

5.2.2 Kt qung gp vthc tin qun l

Kt qu nghin cu ng rng cc doanh nghip ngn hng nn xem xt

ng kn lng trung thnh thng hiu, cht lng cm nhn, hnh nh thng

hiu, v nhn bit thng hiu trong nlc xy dng ti sn thng hiu dch vt

quan im ca khch hng. Mc d, nhn bit thng hiu v hnh nh thng hiu

ng gp t hn vo ti sn thng hiu so vi lng trung thnh thng hiu v

cht lng cm nhn nhng chng c lin quan tch cc n kt quti chnh ca

thng hiu ngn hng. Vai tr ch yu ca lng trung thnh thng hiu, cht

lng cm nhn, hnh nh thng hiu v nhn bit thng hiu c khng nh

mnh m. Tht vy, kt quchi tit cc bin quan st thuc bn thnh phn ti sn

thng hiu dch vcho thy rng cc thang o gip phn bit kt quti chnh

cao v thp ca cc ngn hng.

Nghin cu ny cn ng rng mt doanh nghip ngn hng phi thit k

phi thc marketing nhm a thng hiu ca mnh vo kiu nhn thc trin vng

cui cng chuyn dch sang khuynh hng chn la. Khch hng c th tng

cng snhn bit ca hi vi cc thng hiu v thuc tnh ca thng hiu

nhl kt quca vic thu thp thng tin. Ngha l thng tin c thlm tng kiu

nhn thc ca khch hng, v thng tin su hn c thgip loi bcc thng hiu

no qua ssuy xt. Nhng thng hiu cn li p ng c cc iu kin mua

ca khch hng sxy dng khuynh hng chn la ca h. V vy, nu thnghiu ca mt ngn hng tht bi trong vic i vo trong khuynh hng chn la ca

khch hng, ngn hng smt chi bn dch vn khch hng. Ngn hng cng

phi hiu r nhng thng hiu no cn tn ti trong danh sch chn la ca khch

hng, t bit c tnh hnh cnh tranh v lp khoch phng chng i th

cnh tranh. Ngoi ra, nh qun trngn hng nn cNn thn xc nh ngun thng tin

ca ngi tiu dng v tm quan trng ca mi ngun. Chng hn nh, chng ta c

thhi ngi tiu dng hnghe ln u vtn mt thng hiu ngn hng nhth

no, thng tin g m hnhn c, v tm quan trng ca nhng ngun thng tin


50/81

50

khc nhau m hsp xp. Nhng shiu bit ny gip nh qun trc thla chn

nhng knh tuyn truyn hiu qugy c sch v lu gilu tn, logo, mu

sc thng hiu trong tm tr khch hng.

Kt qunghin cu cho thy slin quan cht gia nhn bit thng hiu

n kt qu ti chnh ca ngn hng. Qu thc, s tng cng nhn bit thng

hiu dch vthng qua cc chin lc truyn thng v khuyn mi c thto nn

vic gia tng thu nhp thot ng dch v. Cc hot ng chiu thmnh v thnh

cng thng qua cc phng tin truyn thng i chng dng nhphbin trong

th trng cnh tranh ca lnh vc ngn hng. Nhng cc phng php tin tin

trong xy dng thng hiu m khng da trn phng tin truyn thng i chngcng ang pht trin trong thi gian gn y. Nhng thay i trong mi trng

truyn thng giao tip dn ti nhng cch sng to hn nhm tip cn khch

hng. Bn cnh qung co trn truyn hnh hay tp ch, cc hot ng tthin, hot

ng ti trcho skin x hi, vn ha, ththao, nhn o, v.v c thnng cao

snhn bit mt thng hiu ngn hng.

Hnh nh thng hiu c xem l c nh hng rt ln n kt qu kinhdoanh ca doanh nghip ngn hng. Nim tin ca khch hng c th thay i do

cc thuc tnh ng bi v kinh nghim ca khch hng v nh hng ca snhn

thc c chn lc, bp mo c chn lc v duy tr c chn lc. Nh qun trngn

hng nn lun ghi nhrng hnh nh thng hiu l thc o di hn. V vy, nh

qun trphi trang bnhng kin thc cthvtm quan trng ca cc thuc tnh

hnh nh thng hiu nhbiu hin trong Bng 4.12. iu ny i hi nh qun tr

phi nm bt tt hn vbn cht ca thng hiu dch vngn hng mnh v nh

v cnh tranh ca n trn th trng. Vic thi ua trong ngnh t c bng

khen v gii thng c uy tn trong nc v quc t, in hnh nh danh hiu

Ngn hng tt nht Vit Nam hay Ngn hng bn ltt nht trong khu vc to

mt nim tin to ln i vi khch hng, lu gitrong tm tr khch hng hnh nh

mt ngn hng c thnh tch cao, c sn phNm/dch va dng. Li thcnh tranh

ng kny l cng chiu qutrong vic xy dng mi quan hlu di vi khchhng t nng cao kt quti chnh thot ng dch vca ngn hng.


51/81

51

Lng trung thnh ca khch hng i vi thng hiu c xem nhhnh vi

s dng dch v lp li trong iu kin c s nhy cm cao. Mt khch hng c

nhn ca ngn hng ngi dnh s tip tc sdng dch v thng hiu ngn

hng trong thi gian ti v gn lin tm quan trng ca thng hiu ngn hngtrong quyt nh la chn dch vngn hng th c gi l ngi c lng trung

thnh thng hiu. Khch hng trung thnh thng t khi chuyn sang sdng dch

v i th cnh tranh v l do gi c, v khch hng trung thnh thng mua

thng xuyn hn so vi khch hng khng trung thnh. Kt qunghin cu th

hin rng lng trung thnh thng hiu, ci gip xc nh khch hng c gn b vi

thng hiu hay khng, ng gp ln nht vo ti sn thng hiu dch v. Mc d

kt qucho thy khng c slin quan ng kca lng trung thnh thng hiu

vi kt quti chnh ca doanh nghip ngn hng. iu ny l do tc ng mnh

ca hot ng chiu thtrong ngn hn. Thi gian gn y, cc ngn hng dng

nhiu hot ng khuyn mi nhchng trnh gi tit kim trng vng, li sut cao

hp dn, min ph dch vmti khon v ththanh ton, v.v li ko khch

hng vpha mnh. iu ny dn n sgia tng thu nhp thot ng dch v

ca ngn hng. Tuy nhin, tht him khi thy rng chmt ln sdng duy nht

ca mi khch hng sdn n sgia tng thu nhp di hn ca doanh nghip, v

thcc nh qun trngn hng cn lu tm quan trng ca vic sdng lp li

dch v v shi lng ca khch hng. Khch hng trung thnh vi thng hiu

him khi mua dch vnhmt phn ng n thun trc nhng kch tc ca chiu

th. Hc th hi lng, c dnh tip tc sdng dch v, hay gii thiu dch

vn ngi khc thng qua qu trnh hiu bit tkinh nghim sdng dch v, t

li truyn ming ca cc khch hng khc, hay tnhng lu gik c vqungco hay khuyn mi. Ti hu ht cc thi im, chiu th c thcng chnh vi

hin c ca cc khch hng hin ti. Tuy nhin, a phn vic mua lp li c hnh

thnh trn csquan im v thi lu di. Loi hnh vi mua lp li l iu m

cc doanh nghip ngn hng nn nhm vo: lng trung thnh thng hiu. Lng

trung thnh thng hiu c nhiu li ch chin lc quan trng i vi doanh

nghip, nht c th phn cao v khch hng mi, h tr cho vic m rng

thng hiu, gim chi ph marketing v lm cho thng hiu vng vng trc s

cnh tranh ca i th. Kt qu nghin cu ng rng xy dng lng trung


52/81


53/81

53

cht lng dch vnhl cng c to ra skhc bit ca thng hiu so vi i

thcnh tranh.

Tm li, kt quca nghin cu ny cho thy rng ti sn thng hiu dch

vmnh c thto nn sgia tng ng kkt quti chnh ca doanh nghip dch

vv sthiu vng ti sn thng hiu trong mt ngn hng slm tn hi n thu

nhp ca ngn hng . Ni cch khc, nu nh qun trngn hng khng n lc

ci thin ti sn thng hiu theo nhn thc khch hng, nh qun tr c lang

mong i thu nhp v li nhun gim theo thi gian.

5.3 Hn chca ti v hng nghin cu tip theo

Bn cnh nhng ng gp v l thuyt v thc tin rt ra c tkt qu

nghin cu, ti nghin cu ny c mt sgii hn v t gi cho cc nghin

cu tng lai nhsau:

Thnht, ti khng xem xt nhng nhn tnh hng khc c thtc

ng n kt quti chnh ca doanh nghip bn cnh ti sn thng hiu nh l

hot ng chiu thvn kh hiu qutrong ngn hn, chin lc qun l, hay cc

sng kin pht trin sn phNm/dch v. Hy vng, trong nghin cu tng lai cc nh

nghin cu sa cc bin ny vo phm vi nghin cu.

Thhai, nghin cu ny chiu tra cc khch hng ca su ngn hng trn

a bn thnh ph HCh Minh nn hn ch tnh tng qut ha ca ti. Cc

nghin cu tng lai c thnng s lng ngn hng ln ng thi vi vic tng

qui m mu, m rng phm vi kho st nhiu tnh thnh trong c nc t

c tnh tng qut ha cao.

Thba, nghin cu sdng d liu thu nhp thot ng dch v ca

ngn hng nh l mt ch si din cho kt qukinh doanh ca doanh nghip.

Trong khi thu nhp ny l cc khon thu ph v hoa hng thot ng dch v

tckhch hng tiu dng c nhn v khch hng doanh nghip. V dliu c

ly tcc bo co ti chnh tng hp ca ngn hng dnh cho cc nh u t, nn

khng th bc tch ra khon thu nhp ring c t khch hng c nhn. Do ,


54/81


55/81

55

TI LIU THAM KHO

Aaker, D.A. (1991), Managing Brand Equity, The Free Press, New York, NY.

Aaker, D.A. (1996), Measuring brand equity across products and markets,California Management Review, Vol. 38 No.3, Spring, pp.102-120.

Agarwal, M.K. and Rao, V.R. (1996), An empirical comparison of consumer-

based measures of brand equity,Marketing Letters, Vol. 7 No.3, pp. 237-247.

Blackston, M. (1995), The qualitative dimension of brand equity, Journal of

Advertising Research, Vol.35 No.4, pp. RC2-RC7.

Cooper, D.R. and Schindler, P.S. (2003), Business Research Methods, Eighth

edition, McGraw-Hill, Irwin.

nh Th, N. v Mai Trang, N.T. (2002), Cc thnh phn gi trthng hiu v o

lng chng trong thtrng hng tiu dng ti Vit Nam, ti nghin cu

khoa hc, B2002-22-33.

Duncan, O. (1996), Path Analysis: sociological examples, American Journal of

Sociology, Vol.72, pp. 1-16.

Dyson, P., Farr, A. and Hollis, N.S. (1996), Understanding, measuring, and using

brand equity,Journal of Advertising Research, Vol. 36 No. 6, pp. 9-21.

Hair, J., Aderson, R., Tatham, P., and Black, W. (2006), Multivariate Data

Analysis, 6thed., Prentice- Hall, Upper Saddle River, N.J.

Jalvagi, R.R. and Moberg, C.R. (1997), Service loyalty: implications for service

providers, Journal of Marketing, Vol. 11 No.3, pp. 165-179.

John, O.P., and Benet-Martinez, V. (2000), Measurement: reliability, construct

validation, and scale construction, In H.T. Reis and C. M. Judd (Eds.),Handbook of Research Methods in Social Psychology, pp. 39-369, New York:

Cambridge University Press.

Kayaman, R. and Arasli, H. (2007), Customer based brand equity: evidence from

the hotel industry, Managing Service Quality, Vol.17 No.1, pp. 92-109.

Keller, K.L. (1993), Conceptualizing. measuring, and managing consumer-based

brand equity,Journal of Marketing, Vol. 57, January, pp.1-22.


56/81

56

Kim, H., Kim, W.G., and An, J.A. (2003), The effect of consumer-based brand

equity on firms financial performance,Journal of Consumer Marketing, Vol.

20 No.4, pp. 335-351.

Kotler, P. (2000),Marketing Management: Analysis, Planning, Implementation andControl, 10thed., Prentice-Hall, Englewood Cliffs, NJ.

Lassar, W., Mittal, B. and Sharma, A. (1995), Measuring consumer-based brand

equity,Journal of Consumer Marketing, Vol.12 No.4, pp.4-11.

Low, G.S. and Lamb, C.W. Jr (2000), The measurement and dimensionality of

brand associations, Journal of Product and Brand Management, Vol.9 No.6,

pp. 350-368.

Mackay, M.M. (2001a), Application of brand equity measures in services

markets,Journal of Service Marketing, Vol. 15 No.3, pp. 210-221.

Mackay, M.M. (2001b), Evaluation of brand equity measures: further empirical

evidence, Journal of Product and Brand Management, Vol.10 No.1, pp.38-

51.

Nunnally, J. and I.H. Bernstein (1994), Psychometric Theory, 3rd ed., McGraw-

Hill, NY.

OCass, A. and Grace, D. (2004), Exploring consumer experiences with a service

brand,Journal of Product and Brand Management, Vol.13 No.4, pp. 257-268.

Oliver, R.L. (1997), A Behavioral Perspective on the Consumer, McGraw-Hill,

New York, NY.

Padgett, D. and Allen, D. (1997), Communicating experiences: a narrative

approach to creating service brand image,Journal of Advertising, Vol. 26 No.

4, pp. 49-62.Pappu, R., Quester, P.G.Q, and Cooksey, R.W. (2005), Consumer-based brand

equity: improving the measurement empirical evidence,Journal of Product

and Brand Management, Vol. 14 No.3, pp. 143-154.

Park, C. and Srinivasan, V. (1994), A survey-based method for measuring and

understanding brand equity and its extendibility, Jounal of Marketing

Research, Vol.31, May, pp. 271-288.


57/81

57

Prasad, K. and Dev, C.S. (2000), Managing hotel brand equity: a customer centric

framework for assessing performance, Cornell Hotel and Restaurant

Administration Quarterly, Vol.41 No.3, pp.22-31.

Rio, A., Vazquez, R. and Iglesias, V. (2001), The role of the brand name obtainingdifferential advantages, Journal of Product & Brand Management, Vol.10

No.7, pp.452-465.

Rossiter, J.R. and Percy, L. (1987),Advertising and Promotion Management, New

York:McGraw Hill.

Silverman, S.N., Sprott, D.E. and Pascal, M.J. (1999), Relating consumer-based

sources of brand equity to market outcomes, Advances in Consumer

Research, Vol. 26 No.1, pp.352-8.

Simon, C.J. and Sullivan, M.W. (1993), The measurement and determinants of

brand equity: a financial approach, Marketing Science, Vol. 12 No.1, pp. 28-

52.

Smith, J.W. (1991), Thinking about brand equity and the analysis of customer

transactions, in Maltz, E. (Ed.), Managing Brand Equity: A Conference

Summary, Report No.91-110, Marketing Science Institute Cambridge, MA.

Srivastava, R.K. and Shocker, A.D. (1991), Brand Equity: A perspective on its

Meaning and Measurement, Marketing Science Institute Report No.91-124,

Marketing Science Institute Cambridge, MA.

Swait, J., Erdem, T., Louviere, J. and Dubelaar, C. (1993), The equalization price:

An ensure of consumer-perceived brand equity International Journal of

research in Marketing, Vol. 10, pp.23-45.

Wolack, R., Kalafatis, S. and Harris P. (1998), An investigation into fourcharacteristics of services,Journal of Empirical Generalizations in Marketing

Science, Vol. 3, pp. 22-41.

Yoo, B. and Donthu, N. (1997), Developing and Validating a Consumer-based

Overall Brand Equity Scale for Americans and Koreans: An Extension of

Aakers and Kellers Conceptualizations, Paper presented at 1997 AMA

Summer Educators Conference, Chicago.


58/81

58

Yoo, B. and Donthu, N. (2001), Developing and validating a multidimensional

consumer-based brand equity scale, Journal of Business Research, Vol. 52,

pp. 1-14.

Zeilthaml, V.A. (1988), Consumer perceptions of price, quality, and value: ameans-end model and synthesis of evidence, Journal of Marketing, Vol. 52

No. 3, pp. 2-22.

Cc website(Bo co ti chnh dnh cho cc nh u t):

http://www.acb.com.vn/

http://www.nab.com.vn/

http://www.sacombank.com/vn/

http://www.eab.com.vn/

http://www.scb.com.vn/

https://www.techcombank.com.vn/


59/81

59

PHLC 1: CC BN CU HI

TIU CHUN CHN P VIN CHO NGHIN CU NNH TNH V

NNH LNG

1. Nam n, tui 20-55 (cng tr2 tui)

2. p vin tchn Ngn hng X giao dch vi thi gian tham gia t nht l 4

thng. Nu do cquan/ngi thn chn dm th p vin hi lng vi vic chn

dm .3. p vin khng tham gia vo bt kcuc nghin cu thtrng vngn hng

trong 3 thng gn y nht.

4. p vin khng c bt kngi thn no trong gia nh lm vic trong ngnh:

qung co, tip th, nghin cu thtrng, bo ch, pht thanh truyn thanh.

5. Bn thn v ngi thn trc h trong gia nh khng lm vic trong cc ngn

hng.

6. p vin khng lm vic cho cc cng ty cung ng dch vcho cc ngn hng

hoc ang c tranh chp, kin tng vi ngn hng.

CHNG TRNH THO LUN NHM

Thi gian: 9g n 11g ngy 18 thng 5 nm 2008

a im: Vn phng Khoa Ton - Thng k, H Kinh Tthnh phHCM

Sngi tham d: 10 ngi


60/81

60

DN BI THO LUN

Phn gii thiu

Xin cho cc anh/ch. Chng ti l nhm nghin cu thuc trng HKT TPHCM,hm nay chng ti rt hn hnh c n tip cc anh/chcng tho lun vcc

thng hiu ngn hng Vit Nam. Rt mong s tho lun nhit tnh ca cc

anh/ch. Mi kin thng thn ca anh/chu ng gp vo sthnh cng ca

ti nghin cu ny. Mi cc anh/chhy tgii thiu tn chng ta lm quen vi

nhau

Phn chnh

I. NHN THC THNG HIU

1. Hy nghvcc ngn hng thng mi cphn (TMCP) hin c trn thtrng

Vit Nam, ngn hng no m bn bit vchng? Lit k 6 ngn hng.

1.

2.

3.

4.

5.

6.

2. V sao bn bit vnhng ngn hng ny? Qua ngun thng tin no? Cc thng

hiu ngn hng c khc bit nhau khng? Bn c phn bit c chng khng?

3. Vi nhng ngn hng lit k trn, ngn hng no m bn cho l danh ting

nht?4. Vi nhng ngn hng no sau y m bn khng bit? (Lit k 12 ngn hng v

yu cu p vin la chn.)

1. Ngn hng TMCP Chu (ACB)

2. Ngn hng TMCPng (EAB)

3. Ngn hng TMCPng Nam (Seabank)

4.

Ngn hng TMCP KThng VN (Techcombank)5. Ngn hng TMCP Nam (Nam A Bank)


61/81

61

6. Ngn hng TMCP Phngng (OCB)

7. Ngn hng TMCP Phng Nam (Southern bank)

8. Ngn hng TMCP Quni (MB)

9.

Ngn hng TMCP Si Gn (SCB)

10.Ngn hng TMCP Si Gn Thng Tn (Sacombank)

11.Ngn hng TMCP Vit (VAB)

12.Ngn hng TMCP Xut Nhp Khu (Eximbank)

5. Sau y chng ti a ra 1 scu pht biu xin anh/chvui lng cho bit:

Anh/chc hiu pht biu khng? Nu khng, v sao? Anh/chc mun thayi, bsung pht biu cho r rng, dhiu hn khng?

1. Ti bit ngn hng X.

2. Ti c thddng phn bit ngn hng X vi cc ngn hng khc.

3. Ti c thc ng tn ngn hng X.

4. Ti c thnhn bit logo ca ngn hng X mt cch nhanh chng.

5. Ti c thnhlogo ca ngn hng X mt cch chnh xc.

6.

Ti c thnhv nhn ra mu sc c trng ca ngn hng X.

II. CHT LNG CM NHN C

1. Khi la chn mt ngn hng giao dch, anh/chquan tm n cc yu tno?

Trong nhng yu tm anh/chktrn, yu tno quan trng hn c? V sao?

2. Sau y chng ti a ra 1 s cu pht biu xin anh/ch vui lng cho bit:

Anh/chc hiu pht biu khng? Nu khng, v sao? Anh/chc mun thay

i, bsung pht biu cho r rng, dhiu hn khng?

1. Nhn vin ngn hng X cxvi ti nhmt qu khch hng.

2. Csvt cht ngn hng X m bo an ton trong giao dch.

3. Gi ph dch vca ngn hng X thhin stng ng gia cht lng

v gi.

4. Thtc ti ngn hng X nhanh gn.

5.

Nhn vin ngn hng X n mc lch s, sng sa.


62/81

62

6. Nhn vin ngn hng X nm bt nhanh v p ng tt nhu cu khch

hng.

7. Nhn vin ngn hng

Documents

viết bài tiếng việt các giả thuyết