Professional Documents
Culture Documents
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B GIO DC V O TO
TRNG I HC KINH T TP. HCM
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LI CM N
Trc tin, ti xin chn thnh gi li cm n n Qu Thy C trong khoa
Qun Tr Kinh Doanh ca trng i hc Kinh t Thnh ph H Ch Minh trang
b cho ti nhiu kin thc qu bu trong thi gian qua.
Ti xin chn thnh gi li cm n PGS. TS Nguyn nh Th, ngi hng
dn khoa hc ca lun vn, gip ti tip cn thc tin, pht hin ti v tn
tnh hng dn ti hon thnh lun vn ny.
Sau cng, ti xin chn thnh cm n n nhng ngi bn, nhng ng nghip
v ngi thn tn tnh h tr, gp v gip ti trong sut thi gian hc tp v
nghin cu.
Xin gi li cm n chn thnh n tt c mi ngi.
Tc gi: Nguyn Th Phng Trm
II
LI CAM OAN
Ti xin cam oan lun vn thc s Cht lng dch v ngn hng in t: So
snh gia m hnh SERVQUAL v GRONROOS l kt qu ca qu trnh hc tp,
nghin cu khoa hc c lp v nghim tc. Cc s liu trong lun vn c thu
thp t thc t c ngun gc r rng, ng tin cy, c x l trung thc v khch
quan
Tc gi: Nguyn Th Phng Trm
III
IV
DANH MC HNH V TH
CC HNH:
Hnh 2.1: M hnh cht lng dch v.
Hnh 2.2: Mi quan h gia cht lng dch v ngn hng in t v s tha mn
ca khch hng theo m hnh SERVQUAL.
Hnh 2.3: Mi quan h gia cht lng dch v ngn hng in t v s tha mn
ca khch hng theo m hnh Cht lng k thut/ Cht lng chc nng.
Hnh 2.4: M hnh mi quan h gia cht lng dch v ngn hng in t v s
tha mn ca khch hng.
Hnh 3.1: Quy trnh thc hin nghin cu
Hnh 4.1: M hnh mi quan h gia cht lng dch v ngn hng in t v s
tha mn ca khch hng - hiu chnh ln 1.
Hnh 4.2: M hnh mi quan h gia cht lng dch v ngn hng in t v s
tha mn ca khch hng - hiu chnh ln 2..
CC TH:
th 4.1: Gi tr trung bnh (mean) ca cc bin quan st thuc thnh phn cht
lng chc nng.
th 4.2: Gi tr trung bnh (mean) ca cc bin quan st thuc thnh phn cht
lng k thut
MC LC
Trang
Li cm n ................................................................................................................. I
Li cam oan.............................................................................................................II
Danh mc cc bng biu ..........................................................................................III
Danh mc cc hnh v th................................................................................... IV
Mc lc......................................................................................................................V
CHNG 1: TNG QUAN......................................................................................1
1.1. C s hnh thnh ti........................................................................................1
1.2. Mc tiu ti.....................................................................................................3
1.3. Phm vi v phng php nghin cu..................................................................3
1.4. ngha thc tin ca nghin cu .......................................................................4
1.5. Cu trc ca lun vn..........................................................................................4
CHNG 2: C S L LUN V M HNH NGHIN CU............................5
2.1. Gii thiu.............................................................................................................5
2.2. Dch v ................................................................................................................5
2.2.1. nh ngha dch v ...........................................................................................5
2.2.2. c im dch v .............................................................................................5
2.3. Tng quan v ngn hng in t v dch v ngn hng in t .........................7
2.3.1. nh ngha........................................................................................................7
2.3.2. Cc hnh thi pht trin ngn hng in t ......................................................7
2.3.3. Dch v ngn hng in t ...............................................................................9
2.3.4. Tnh hnh cung ng dch v ngn hng in t ti mt s ngn hng thng
mi trn a bn Thnh ph H Ch Minh .........................................................11
2.4. Cht lng dch v ............................................................................................17
2.4.1. M hnh SERVQUAL....................................................................................18
2.4.2. M hnh cht lng k thut/ cht lng chc nng .....................................22
VI
2.5. Mi quan h gia cht lng dch v v s tha mn ca khch hng ............22
2.5.1. Khi nim s tha mn ca khch hng.........................................................22
2.5.2. Mi quan h gia cht lng dch v v s tha mn ca khch hng .........23
2.6. M hnh nghin cu v thang o.......................................................................24
2.6.1. M hnh nghin cu .......................................................................................24
2.6.2. Cc thang o...................................................................................................28
2.7. Tm tt chng 2 ..............................................................................................31
CHNG 3: PHNG PHP NGHIN CU .....................................................32
3.1. Gii thiu...........................................................................................................32
3.2. Phng php nghin cu...................................................................................32
3.2.1. Nghin cu s b ...........................................................................................33
3.2.2. Nghin cu chnh thc (nghin cu nh lng) ...........................................34
3.3. Tm tt chng 3 ..............................................................................................38
CHNG 4: KT QU NGHIN CU................................................................39
4.1. M t mu .........................................................................................................39
4.2. nh gi thang o bng h s tin cy Cronbach alpha .....................................41
4.2.1. Kt qu phn tch thang o cht lng dch v theo m hnh SERVQUAL.41
4.2.2. Kt qu phn tch thang o cht lng dch v theo m hnh Cht lng k
thut/ Cht lng chc nng ..............................................................................42
4.2.3. Kt qu phn tch thang o s tha mn ........................................................44
4.3. nh gi thang o bng phn tch nhn t khm ph EFA ..............................44
4.3.1. Thang o cht lng dch v theo m hnh SERVQUAL .............................44
4.3.2. Thang o cht lng dch v theo m hnh Cht lng k thut/ Cht lng
chc nng ...........................................................................................................46
4.3.3. Thang o s tha mn ....................................................................................47
4.3.4. M hnh hiu chnh ln 1 ...............................................................................48
4.4. Kim nh m hnh nghin cu bng phn tch hi quy bi.............................49
VII
Mc tiu ti:
ti nghin cu c thc hin vi mc tiu:
-
1.3.
in t nh sau:
-
1.5.
Gii thiu:
Chng 1 trnh by tng quan v c s hnh thnh, mc tiu, phm vi,
Dch v:
2.2.1.
nh ngha dch v:
c im dch v:
Tnh v hnh:
2.2.2.2.
c tnh ny cn gi l tnh khc bit ca dch v. Theo , vic thc hin dch
v thng khc nhau ty thuc vo cch thc phc v, nh cung cp dch v, ngi
phc v, thi gian thc hin, lnh vc phc v, i tng phc v v a im phc
v. c tnh ny th hin r nht i vi cc dch v bao hm sc lao ng cao.
Vic i hi cht lng ng nht t i ng nhn vin s rt kh m bo
(Caruana & Pitt, 1997). L do l nhng g cng ty d nh phc v th c th hon
ton khc vi nhng g m ngi tiu dng nhn c.
2.2.2.3.
Tnh khng tch ri ca dch v th hin vic kh phn chia dch v thnh
hai giai on rch ri l giai on sn xut v giai on s dng. Dch v thng
c to ra v s dng ng thi. iu ny khng ng i vi hng ho vt cht
c sn xut ra nhp kho, phn phi thng qua nhiu nc trung gian mua bn, ri
sau mi c tiu dng. i vi sn phm hng ho, khch hng ch s dng sn
phm giai on cui cng, cn i vi dch v, khch hng ng hnh trong sut
hoc mt phn ca qu trnh to ra dch v.
i vi nhng dch v c hm lng lao ng cao, v d nh cht lng xy ra
trong qu trnh chuyn giao dch v th cht lng dch v th hin trong qu trnh
tng tc gia khch hng v nhn vin ca cng ty cung cp dch v (Svensson,
2002). i vi nhng dch v i hi phi c s tham gia kin ca ngi tiu
dng nh dch v ht tc, khm cha bnh th cng ty dch v t thc hin vic
kim sot, qun l v cht lng v ngi tiu dng nh hng n qu trnh ny.
Trong nhng trng hp nh vy, kin ca khch hng nh m t kiu tc ca
mnh mun hoc bnh nhn m t cc triu chng cho cc bc s, s tham gia kin
ca khch hng tr nn quan trng i vi cht lng ca hot ng dch v.
2.2.2.4.
Tnh khng lu gi c:
2.3.1.
nh ngha:
K t vic ngn hng Wellfargo - ngn hng u tin cung cp dch v ngn
hng qua mng u tin ti M vo nm 1989 th n nay c rt nhiu tm ti, th
nghim, thng cng cng nh tht bi trn con ng xy dng mt h thng ngn
hng in t hon ho, phc v tt nht cho khch hng. Tng kt nhng m hnh
, nhn chung h thng ngn hng in t c pht trin qua cc giai on sau
y:
2.3.2.1.
ngn hng s dng Internet nh mt knh phn phi mi cho nhng dch v truyn
thng nh xem thng tin ti khon, nhn thng tin giao dch chng khon
Internet y ch ng vai tr nh mt dch v cng thm vo to s thun li
thm cho khch hng. Hu ht cc ngn hng va v nh ang hnh thi ny.
2.3.2.3.
ngn hng c pha khch hng (front-end) v pha ngi qun l (back-end) u
c tch hp vi Internet v cc knh phn phi khc. Giai on ny c phn
bit bi s gia tng v sn phm v chc nng ca ngn hng vi s phn bit sn
phm theo nhu cu v quan h ca khch hng i vi ngn hng. Hn th na, s
phi hp, chia s d liu gia hi s ngn hng v cc knh phn phi nh chi
nhnh, mng Internet, mng khng dy gip cho vic x l theo yu cu v phc
v khch hng c nhanh chng v chnh xc hn. Internet v khoa hc cng
ngh tng s lin kt, chia s thng tin vi ngn hng, i tc, khch hng, c
quan qun l Mt vi ngn hng tin tin trn th gii xy dng c m hnh
ny v hng ti xy dng c mt ngn hng in t hon chnh.
2.3.2.4.
hng trc tuyn trong nn kinh t in t, mt s thay i hon ton trong m hnh
kinh doanh v phong cch qun l. Nhng ngn hng ny s tn dng sc mnh
thc s ca mng ton cu nhm cung cp ton b cc gii php ti chnh cho khch
hng vi cht lng tt nht. T nhng bc ban u l cung cp cc sn phm v
dch v hin hu thng qua nhiu knh ring bit, ngn hng c th s dng nhiu
knh lin lc ny nhm cung cp cc gii php khc nhau cho tng i tng khch
hng chuyn bit.
2.3.3.
S pht trin mnh m ca h thng cng ngh thng tin trong nhng nm gn
y nh hng r nt n s pht trin ca cng ngh ngn hng bng vic cho
ra i cc dch v ngn hng in t v cc phng tin thanh ton in t.
2.3.3.1.
Internet banking: dch v ny gip khch hng chuyn tin trn mng thng
qua cc ti khon cng nh kim sot hot ng ca cc ti khon ny. tham gia,
khch hng truy cp vo website ca ngn hng v thc hin giao dch ti chnh,
truy vn thng tin cn thit. Thng tin rt phong ph, t chi tit giao dch ca khch
hng n nhng thng tin khc v ngn hng. Khch hng cng c th truy cp vo
cc website khc mua hng v thc hin thanh ton vi ngn hng. Tuy nhin,
khi kt ni Internet th ngn hng phi c h thng bo mt mnh i ph vi
ri ro trn phm vi ton cu. y l tr ngi ln i vi cc ngn hng ti Vit Nam
v u t vo h thng bo mt rt tn km.
Home banking: vi ngn hng ti nh, khch hng giao dch vi ngn hng
qua mng nhng l mng ni b (Intranet) do ngn hng xy dng ring. Cc giao
dch c tin hnh ti nh, vn phng, cng ty thng qua h thng my tnh ni
vi h thng my tnh ca ngn hng. Thng qua dch v home banking, khch
hng c th thc hin cc giao dch v chuyn tin, lit k giao dch, t gi, li sut,
giy bo n, bo c, s dng dch v home banking, khch hng ch cn c
my tnh (ti nh hoc tr s) kt ni vi h thng my tnh ca ngn hng thng
qua modem ng in thoi quay s, khch hng phi ng k s in thoi v
ch s in thoi ny mi c kt ni vi h thng Home banking ca ngn hng.
Phone banking: y l sn phm cung cp thng tin ngn hng qua in thoi
hon ton t ng. Do t ng nn cc loi thng tin c n nh trc, bao gm
thng tin v t gi hi oi, li sut, gi chng khon, thng tin c nhn cho khch
10
hng nh s d ti khon, lit k nm giao dch cui cng trn ti khon, cc thng
bo mi nht H thng cng t ng gi fax khi khch hng yu cu cho cc loi
thng tin ni trn. Hin nay, qua phone banking, thng tin c cp nht khc vi
trc y, khch hng ch c thng tin ca cui ngy hm trc.
Mobile banking: l hnh thc thanh ton trc tuyn qua mng in thoi di
ng. Phng thc ny c ra i nhm gii quyt nhu cu thanh ton giao dch
c gi tr nh (micro payment) hoc nhng dch v t ng khng c ngi phc
v. Mun tham gia, khch hng phi ng k tr thnh thnh vin chnh thc
trong quan trng l cung cp nhng thng tin c bn nh: s in thoi di ng,
s ti khon c nhn dng trong thanh ton. Sau , khch hng c nh cung ng
dch v thng qua mng ny cung cp mt m s nh danh (ID). M s ny khng
phi s in thoi v n s c chuyn thnh m vch dn ln din thoi di
ng, gip cho vic cung cp thng tin khch hng khi thanh ton nhanh chng,
chnh xc v n gin hn cc thit b u cui ca im bn hng hay cung ng
dch v. Cng vi m s nh danh, khch hng cn c cp mt m s c nhn
(PIN) khch hng xc nhn giao dch thanh ton khi nh cung cp dch v thanh
ton yu cu. Sau khi hon tt cc th tc cn thit th khch hng s l thnh vin
chnh thc v iu kin thanh ton qua in thoi di ng.
Call center: Do qun l d liu tp trung nn khch hng c ti khon ti bt
k chi nhnh no vn gi v mt s in thoi c nh ca trung tm ny c
cung cp mi thng tin chung v c nhn. Khc vi phone banking ch cung cp cc
loi thng tin c lp trnh sn, call center c th linh hot cung cp thng tin hoc
tr li cc thc mc ca khch hng. Nhc im ca call center l phi c ngi
trc 24/24 gi.
2.3.3.2.
11
12
ACB cung cp cho khch hng cc loi dch v ngn hng in t nh:
Internet Banking, Phone Banking, Mobile Banking, Home Banking, Call Center.
Vi dch v Internet Banking, khch hng c th truy cp vo trang
www.acb.com.vn kim tra s d ti khon, s d th; xem v in nhng giao dch
tng thng; tham kho nhng thng tin v sn phm mi ca ACB; tham kho li
sut tit kim, t gi ngoi t.
Ngy 16/04/2008, dch v Home Banking ca ACB c kt ni thng qua
VPN (Virtual Private Network) dnh cho i tng khch hng l doanh nghip v
c nhn (theo chnh sch khch hng ca ACB). y l giao thc kt ni mng
ring bit, an ton thng qua Internet thay th cho phng thc giao dch thng qua
in thoi c nh nh trc y (Home Banking c ACB trin khai vo thng 3
nm 2001, ACB thng qua mng Intranet). Vi nhng tnh nng u vit ca sn
phm HomeBanking, ch cn vi mt my tnh kt ni vo mng internet qua trang
web: https://homebanking.acb.com.vn, khch hng thc hin cc giao dch vi ngn
hng nh: chuyn khon, chuyn i ngoi t, thanh ton ha n (cc ph in,
nc, in thoi, internet,...), tra cu thng tin ti khon (xem s d, lit k giao
dch...) v khng cn phi trc tip n ngn hng.
Vi dch v Phone Banking, khch hng c th dng in thoi c nh, di
ng gi n s in thoi do ngn hng quy nh c th nghe c cc thng
tin v sn phm dch v ca ngn hng, thng tin ti khon c nhn. Phone Banking
l h thng t ng tr li hot ng 24/24h, khch hng nhn vo cc phm trn
13
14
15
16
dch pht sinh lm thay i s d ti khon, khch hng cng nhn c thng bo
s d mi qua in thoi. Tt c khch hng s dng mng di ng VinaPhone,
Mobifone v Viettel u c th s dng dch v ny.
Dch v VCB-Money (hay cn gi l dch v ngn hng ti nh) l dch v
chnh trong h thng ngn hng in t ca Vietcombank nhng ch yu l cung
cp cho cc c quan, doanh nghip v cc nh ch ti chnh c quan h v thanh
ton v ti khon vi Vietcombank.
L ngn hng i u trong lnh vc th ti Vit Nam, Vietcombank c cc sn
phm th a dng nh: th tn dng quc t (gm c th Vietcombank Visa, th
Vietcombank MasterCard Ci Ngun, th Vietcombank American Express, th lin
kt Vietcombank VietnamAirlines American Express), th ghi n (gm c th
Vietcombank Connect 24, th Vietcombank SG24, th Vietcombank MTV, th
Vietcombank Connect 24 Visa Debit). Tt c sn phm th ca Vietcombank u c
th s dng thanh ton hng ha dch v v rt tin mt trong nc (i vi th
ni a) v nc ngoi (i vi th quc t).
2.3.4.4.
qua
mng
ti
www.thitruongviet.com.vn,
www.golwow.com,
17
trn Internet. DongA Bank l ngn hng u tin Vit Nam c cp SSL
Certificate c chc nng nh mt chng minh th, nhm nh danh mt c nhn hay
t chc trn internet do cc t chc c uy tn chng nhn
Vi dch v SMS Banking, khch hng bng cch son tin nhn v gi v tng
i 8149 hoc 1900 545464 xem thng tin nh t gi, li sut, v.v v thc hin
cc giao dch nh dch v Internet Banking.
Ngy 23/01/2008, Ngn Hng ng (DongA Bank) chnh thc trin khai
ng dng DongA Mobile Banking trn in thoi di ng c h tr Java gip
khch hng d dng thc hin cc giao dch ti chnh ti mi ni, mi lc. iu kin
s dng knh DongA Mobile Banking l khch hng c ti khon th ti DongA
Bank v c ng k s dng SMS Banking hoc Mobile Banking, c dng mng
in thoi GSM (Mobifone, VinaPhone, Viettel) v in thoi di ng ca khch
hng ci ng dng Mobile Banking ca DongA Bank. Dch v ny gip cc
khch hng thc hin cc giao dch nh ca dch v Interner Banking.
i vi lnh vc th, DongA Bank cung cp th tn dng DongA Bank
(DongA Bank Visa Credit Card) v cc loi th ni a nh: Th a Nng ng ,
th lin kt sinh vin, Th a Nng Richland Hill, Th a nng CK Card.
Th lin kt sinh vin l loi th tch hp y cc tnh nng ca Th a
Nng ng , ng thi ng dng cng ngh th t vo qun l sinh vin nh:
qun l ra vo th vin, ra vo phng my vi tnh, thanh ton hc ph, hc bng ca
sinh vin qua th,.. v mt s cc ng dng khc ph hp vi tnh nng u vit nht
ca cng ngh th t hin nay. Th a Nng Richland Hill gip khch hng c c
hi t ch v rt thm mua cn h trong khu phc hp Richland Hill; c cp
nht thng tin v d n Richland Hill v thng tin cc d n khc ca Cng ty Vn
Thi Thnh; c s dng cc tin ch v tnh nng ca th nh Th a nng ng
. Th a nng CK Card c pht hnh ring cho cc nh u t chng khon.
2.4.
18
M hnh SERVQUAL:
1.1.1.1.
19
ca cht lng. Trong nhiu trng hp, cng ty c th nhn thc c k vng ca
khch hng thnh nhng khng phi cng ty lun c th chuyn i k vng ny
thnh nhng tiu ch c th v cht lng v chuyn giao chng theo ng k vng
cho khch hng nhng c tnh ca cht lng dch v. Nguyn nhn chnh ca vn
ny l kh nng chuyn mn ca i ng nhn vin dch v cng nh dao ng
qu nhiu v cu dch v. C nhng lc cu v dch v qu cao lm cho cng ty
khng p ng kp.
KHCH HNG
Dch v k vng
Khong cch 5
Dch v cm nhn
Khong cch 1
Khong cch 4
Thng tin n
khch hng
Khong cch 3
Chuyn i cm nhn
ca cng ty thnh tiu
ch cht lng
Khong cch 2
Nhn thc ca cng ty
v k vng ca khch
hng
NH TIP TH
20
trnh to ra cht lng. Tuy nhin, khng phi lc no cc nhn vin cng c th
hon thnh nhim v theo tiu ch ra.
Phng tin qung co v thng tin cng tc ng vo k vng ca khch hng
v cht lng dch v. Nhng ha hn trong cc chng trnh qung co khuyn
mi c th lm gia tng k vng ca khch hng nhng cng s lm gim cht
lng m khch hng cm nhn c khi chng khng c thc hin theo nhng
g ha hn. y l khong cch th t.
Khong cch th nm xut hin khi c s khc bit gia cht lng v k vng
bi khch hng v cht lng h cm nhn c. Cht lng dch v ph thuc vo
khong cch th nm ny. Mt khi khch hng nhn thy khng c s khc bit
gia cht lng h k vng v cht lng h cm nhn c khi tiu dng mt dch
v th cht lng ca dch v c xem l hon ho.
Parasuraman & ctg (1985) cho rng cht lng dch v l hm s ca khong
cch th nm. Khong cch th nm ny ph thuc vo cc khong cch trc .
Ngha l cc khong cch 1, 2, 3, 4. V th, rt ngn khong cch th 5 v gia
tng cht lng dch v, nh qun tr dch v phi n lc rt ngn cc khong cch
ny.
M hnh cht lng dch v theo cc nh nghin cu ny c th c biu din
nh sau:
CLDV = F((KC_5 = f (KC_1, KC_2, KC_3, KC_4))
Trong , CLDV l cht lng dch v v KC_1, KC_2, KC_3, KC_4, KC_5
l cc khong cch cht lng 1, 2, 3, 4, 5.
2.4.1.1.
M hnh cht lng dch v ca Prasuraman & ctg (1985) cho ta bc tranh
tng th v cht lng dch v. Parasuraman & ctg (1985) cho rng, bt k dch v
no, cht lng dch v cm nhn bi khch hng c th m hnh thnh 10 thnh
phn, l:
1.
21
2.
3.
4.
5.
6.
Thng tin (communication) lin quan n vic giao tip, thng t cho
khch hng bng ngn ng m h hiu bit d dng v lng nghe nhng
vn lin quan n h nh gii thch dch v, chi ph, gii quyt khiu
ni thc mc.
7.
8.
9.
10. Phng tin hu hnh (tangibles) th hin qua ngoi hnh, trang phc ca
nhn vin phc v, cc trang thit b phc v cho dch v.
22
2.
3.
4.
5.
Phng tin hu hnh (tangibles): th hin qua ngoi hnh, trang phc ca
nhn vin, cc trang thit b phc v cho dch v.
2.4.2.
hnh
cht
lng
thut/
cht
lng
chc
nng:
(Technical/Functional Quality):
M hnh cht lng dch v ca Gronroos vo nm 1983 cho rng cht lng
dch v c xem xt da trn hai tiu ch l cht lng k thut (Technical
quality) v cht lng chc nng (Functional quality).
Cht lng k thut l nhng g c phc v, v d nh h thng my vi tnh
ha, cc gii php k thut, cng ngh.
Cht lng chc nng l chng c phc v nh th no. V d ca cht
lng chc nng bao gm thi , hnh vi ca nhn vin i vi khch hng,
2.5.
hng:
2.5.1.
23
2.5.2.
hng:
Mi quan h gia cht lng dch v v s tha mn ca khch hng l ch
c cc nh nghin cu a ra bn lun lin tc trong cc thp k qua. Nhiu
nghin cu v s tha mn ca khch hng trong cc ngnh dch v c thc
hin (v d: Fornell 1992) v nhn chung u kt lun rng cht lng dch v v s
tha mn l hai khi nim c phn bit (Bitner, 1990; Boulding & ctg, 1993)
(trch t Lassar & ctg, 2000).
S tha mn ca khch hng l mt khi nim tng qut ni ln s hi lng
ca h khi tiu dng mt dch v, cn ni n cht lng dch v l quan tm n
cc thnh phn c th ca dch v (Zeithaml & Bitner, 2000).
24
2.6.1.
25
Theo nghin cu ny, cht lng dch v ngn hng in t theo m hnh
SERVQUAL gm nm thnh phn: tin cy, p ng, nng lc phc v, ng cm
v phng tin hu hnh. Ngoi ra, theo phn tch mi quan h gia cht lng dch
v v s hi lng ca khch hng phn 2.5.2, m hnh nghin cu mi quan h
gia cht lng dch v v s tha mn ca khch hng v dch v ngn hng in
t theo m hnh SERVQUAL nh sau:
Tin cy
(Reliability)
H1.1
p ng
(Responsibility)
H1.2
Nng lc phc v
(Assurance)
H1.3
ng cm
(Empathy)
H1.4
H1.5
S tha mn
(Satisfaction)
Hnh 2.2: Mi quan h gia cht lng dch v ngn hng in t v s tha mn
ca khch hng theo m hnh SERVQUAL.
Cht lng dch v theo m hnh Cht lng k thut/ Cht lng chc
nng:
Ngoi m hnh SERVQUAL, m hnh Cht lng k thut/ Cht lng chc
nng ca Gronroos l m hnh o lng cht lng dch v cng c xem l kh
ph bin (Arona & Stoner, 1996). M hnh ny mc d cha c kim nh rng
ri nh m hnh SERVQUAL, nhng n c c mt s nghin cu thc t nh
o lng cht lng dch v trong lnh vc thit k kin trc (Baker & Lamb,
1993), k ton (Higgins & Ferguson, 1991), dch v giao bnh pizza (Allaway,
26
1993) (trch t Lassar & ctg, 2000), dch v ngn hng (Lassar & ctg, 2000), dch
v th vin (Trn Xun Thu Hng, 2007), v.v
Theo nghin cu ny, cht lng dch v ngn hng in t theo m hnh Cht
lng k thut/ Cht lng chc nng gm hai thnh phn: cht lng k thut v
cht lng chc nng. Ngoi ra, theo phn tch mi quan h gia cht lng dch v
v s hi lng ca khch hng phn 2.5.2, m hnh nghin cu mi quan h gia
cht lng dch v v s tha mn ca khch hng v dch v ngn hng in t
theo m hnh Cht lng k thut/ Cht lng chc nng nh sau:
H2.1
S tha mn
(Satisfaction)
H2.2
Hnh 2.3: Mi quan h gia cht lng dch v ngn hng in t v s tha mn
ca khch hng theo m hnh Cht lng k thut/ Cht lng chc nng.
Nh vy, da theo m hnh cht lng dch v SERVQUAL, m hnh Cht
lng k thut/ Cht lng chc nng, da theo m hnh nghin cu s tha mn v
cm nhn cht lng dch v ngn hng (Lassar & ctg, 2000) v da trn phn tch
mi quan h gia cht lng dch v v s tha mn ca khch hng mc 2.5.2,
m hnh nghin cu mi quan h gia cht lng dch v ngn hng in t v s
tha mn ca khch hng nh sau:
27
Tin cy
(Reliability)
H1.1
p ng
(Responsibility)
H1.2
Nng lc phc v
(Assurance)
H1.3
ng cm
(Empathy)
H1.4
H1.5
H2.1
H2.2
S tha mn
(Satisfaction)
M hnh 2.4a
M hnh 2.4b
Hnh 2.4: M hnh mi quan h gia cht lng dch v ngn hng in t v s
tha mn ca khch hng.
Mt s gi thuyt c t ra cho m hnh nghin cu nh sau:
H1.1: Thnh phn tin cy c khch hng nh gi cng nhiu th s tha
mn ca khch hng cng cao v ngc li. Hay ni cch khc, thnh phn tin cy
v s tha mn ca khch hng c quan h cng chiu.
H1.2: Thnh phn p ng c khch hng nh gi cng cao th s tha mn
ca khch hng cng cao v ngc li. Hay ni cch khc, thnh phn p ng v
s tha mn ca khch hng c quan h cng chiu.
H1.3: Thnh phn nng lc phc v c khch hng nh gi cng cao th s
tha mn ca khch hng cng cao v ngc li. Hay ni cch khc, thnh phn
nng lc phc v v s tha mn ca khch hng c quan h cng chiu.
H1.4: Thnh phn ng cm c khch hng nh gi cng cao th s tha
mn ca khch hng cng cao v ngc li. Hay ni cch khc, thnh phn ng
cm v s tha mn ca khch hng c quan h cng chiu.
28
H1.5: Thnh phn phng tin hu hnh c khch hng nh gi cng cao
th s tha mn ca khch hng cng cao v ngc li. Hay ni cch khc, thnh
phn phng tin hu hnh v s tha mn ca khch hng c quan h cng chiu.
H2.1: Thnh phn cht lng dch v chc nng c khch hng nh gi
cng cao th s tha mn ca khch hng cng cao v ngc li. Hay ni cch khc,
thnh phn cht lng dch v chc nng v s tha mn ca khch hng c quan
h cng chiu.
H2.2: Thnh phn cht lng dch v k thut c khch hng nh gi cng
cao th s tha mn ca khch hng cng cao v ngc li. Hay ni cch khc,
thnh phn cht lng dch v k thut v s tha mn ca khch hng c quan h
cng chiu.
H1: M hnh 2.4a v 2.4b o lng s tha mn ca khch hng v cht lng
dch v ngn hng in t ca cc ngn hng thng mi trn a bn Thnh ph
H Ch Minh l tt nh nhau.
2.6.2.
Cc thang o:
SERVQUAL:
Thang o cht lng dch v ngn hng in t theo m hnh SERVQUAL
gm 21 bin quan st o lng nm thnh phn ca cht lng dch v. Trong
, (1) thnh phn tin cy gm nm bin quan st, (2) thnh phn p ng gm ba
bin quan st, (3) thnh phn nng lc phc v gm bn bin quan st, (4) thnh
phn ng cm gm bn bin quan st, (5) thnh phn phng tin hu hnh gm
nm bin quan st, c th nh sau:
Thnh phn tin cy:
1.
2.
Khi anh / ch c thc mc hay khiu ni, ngn hng lun gii quyt tha
ng.
29
3.
4.
5.
7.
8.
Hnh vi ca nhn vin ngn hng ngy cng to s tin tng i vi anh /
ch.
10. Anh / ch cm thy an ton khi thc hin giao dch dch v ngn hng
in t.
11. Nhn vin ngn hng bao gi cng t ra lch s, nh nhn vi anh / ch.
12. Nhn vin ngn hng c kin thc tr li cc cu hi ca anh / ch.
Thnh phn ng cm:
13. Ngn hng th hin s quan tm n c nhn anh / ch.
14. Ngn hng c nhng nhn vin th hin s quan tm n c nhn anh /
ch.
15. Ngn hng th hin s ch c bit n nhng quan tm nhiu nht ca
anh / ch.
16. Nhn vin ngn hng hiu c nhng nhu cu c bit ca bn.
Thnh phn phng tin hu hnh:
17. Ngn hng c trang thit b hin i.
18. C s vt cht ca ngn hng trng hp dn.
19. Nhn vin ca ngn hng c trang phc gn gng, lch s.
30
2.
Nhn vin ngn hng c kh nng gii thch tha ng vi anh / ch.
3.
4.
5.
6.
7.
Ngn hng lun thc hin ng v chnh xc cc giao dch ca anh / ch.
9.
10. Ngn hng lun sng sng p ng cc nhu cu v dch v ngn hng in
t ca anh / ch.
11. Anh / ch thc hin khu chi d dng ti ngn hng.
12. Chi ph ca cc dch v ngn hng in t cnh tranh.
13. Ngn hng c mc li sut cnh tranh.
14. Ngn hng lun gi bo co kt qu ng lc.
31
hng in t:
Da trn nghin cu ca Lassar & ctg (2000), thang o s tha mn ca khch
hng gm ba bin quan st nh sau:
1.
2.
Trong thi gian ti, anh / ch vn tip tc s dng dch v ngn hng in
t ca ngn hng.
2.7.
Tm tt chng 2:
Chng ny trnh by c s l thuyt v dch v v tng quan v ngn hng
32
Gii thiu:
Chng 2 trnh by v c s l lun v m hnh nghin cu c xy dng
C s l thuyt
Nghin cu chnh
thc: Nghin cu nh
lng, n =195
Cronbach alpha
Thang o
nhp
Thang o
chnh thc
Nghin cu s b:
- Tho lun nhm.
- Phng vn th
iu chnh
Thang o
hon chnh
33
Nghin cu s b:
34
bin quan st, (4) thnh phn ng cm gm 4 bin quan st, (5) thnh phn phng
tin hu hnh gm 5 bin quan st.
Thang o cht lng dch v theo m hnh Cht lng k thut / Cht lng
chc nng sau khi hiu chnh cn li 13 bin quan st. Trong , (1) cht lng
chc nng gm 6 bin quan st v (2) cht lng k thut gm 7 bin quan st.
Thang o s tha mn ca khch hng gm 3 bin quan st vn c gi li
nh ban u.
3.2.2.
35
M ha
Din gii
RLI01
RLI02
Khi anh / ch c thc mc hay khiu ni, ngn hng lun gii quyt tha ng
RLI03
RLI04
RLI05
RSP06
RSP07
Nhn vin ca ngn hng lun phc v anh / ch chu o trong gi cao im
RSP08
Thnh phn nng lc phc v (ASR)
9
ASR09
10
ASR10
11
ASR11
ASR12
12
EMP13
14
EMP14
15
EMP15
16
EMP16
TNG17
18
TNG18
19
TNG19
36
TNG20
(trang web ca ngn hng v cc thit b d dng tip cn khi thc hin giao
dch in t)
21
Ngn hng b tr thi gian lm vic v phng tin vt cht thun tin cho vic
TNG21
giao dch in t
FQU22
23
FQU23
24
FQU24
25
FQU25
26
FQU26
27
28
TQU28
anh / ch
29
TQU29
iu kin thu chi c thc hin d dng v thun tin thng qua ti khon th
30
TQU30
31
TQU31
32
TQU32
33
TQU33
Dch v ngn hng in t ca ngn hng rt d dng v thun tin cho anh /
ch s dng
34
SAS35
Anh / ch hon ton hi lng vi cht lng dch v ngn hng in t ca ngn
hng
Anh / ch s gii thiu dch v ngn hng in t ca ngn hng cho nhng
36
SAS36
37
SAS37
ngi khc
Trong thi gian ti, anh / ch vn tip tc s dng dch v ngn hng in t ca
ngn hng
37
38
Mt phn quan trng trong bng kt qu phn tch nhn t l ma trn nhn t
(component matrix) hay ma trn nhn t khi cc nhn t c xoay (rotated
component matrix). Ma trn nhn t cha cc h s biu din cc bin chun ha
bng cc nhn t (mi bin l mt a thc ca cc nhn t). Nhng h s ti nhn t
(factor loading) biu din tng quan gia cc bin v cc nhn t. H s ny cho
bit nhn t v bin c lin quan cht ch vi nhau. Nghin cu s dng phng
php trch nhn t principal components nn cc h s ti nhn t phi c trng s
ln hn 0.5 th mi t yu cu.
3.2.2.2.4. Xy dng phng trnh hi quy v so snh hai m hnh cht lng:
Sau khi rt trch c cc nhn t t phn tch nhn t khm ph EFA, d tm
cc vi phm gi nh cn thit trong m hnh hi quy tuyn tnh bi nh kim tra
phn d chun ha, kim tra h s phng i phng sai VIF (Variance inflation
factor VIF). Nu cc gi nh khng b vi phm, m hnh hi quy tuyn tnh c
bi c xy dng. V h s R2 c iu chnh (adjusted R square) cho bit m
hnh hi quy c xy dng ph hp n mc no.
Bng cch so snh h s R2 hiu chnh, m hnh no c h s R2 hiu chnh
ln hn s gii thch s tha mn ca khch hng v cht lng dch v ngn hng
in t tt hn.
3.3.
Tm tt chng 3:
Chng ny trnh by phng php nghin cu gm hai bc chnh: nghin
39
Chng 4: KT QU NGHIN CU
4.1.
M t mu:
Tng s bng cu hi c pht ra l 260 bng, thu v l 214 bng. Trong s
214 bng thu v c 19 bng khng hp l do b thiu nhiu thng tin. Kt qu l 195
bng cu hi hp l c s dng lm d liu cho nghin cu.
Bng 4.1: Mu phn b theo phn loi i tng phng vn.
Valid
Cumulative
Percent
Percent
Frequency
Percent
20
10.3
10.3
10.3
20
10.3
10.3
20.5
14
7.2
7.2
27.7
2.6
2.6
30.3
HSBC
1.0
1.0
31.3
ng (DongA Bank)
36
18.5
18.5
49.7
13
6.7
6.7
56.4
28
14.4
14.4
70.8
43
22.1
22.1
92.8
.5
.5
93.3
12
6.2
6.2
99.5
Quc T (VIPBank)
.5
.5
100.0
Total
195
100.0
100.0
Gii
Nam
71
36.4
36.4
36.4
tnh
124
63.6
63.6
100.0
195
100.0
100.0
T 20 n 30
151
77.4
77.4
77.4
T 30 n 40
41
21.0
21.0
98.5
T 40 n 50
1.0
1.0
99.5
Trn 50
.5
.5
100.0
Total
195
100.0
100.0
Trnh
Ph thng trung hc
2.1
2.1
2.1
hc
36
18.5
18.6
20.6
vn
i hc
137
70.3
70.6
91.2
Ngn
Chu (ACB)
hng
Total
Tui
40
Sau i hc
17
8.7
8.8
100.0
Total
194
99.5
100.0
Missing
System
.5
Total
195
100.0
Thu
Di 2 triu
3.1
3.1
3.1
nhp
T 2 n 4 triu
84
43.1
43.5
46.6
hng
T 4 n 7 triu
70
35.9
36.3
82.9
thng
Trn 7 triu
33
16.9
17.1
100.0
Total
193
99.0
100.0
Missing
System
1.0
Total
195
100.0
Bng 4.1 cho thy i tng l cc khch hng s dng dch v ngn hng in
t ca cc ngn hng: ACB, Agribank, Eximbank, HSBC, DongA Bank,
Sacombank, Techcombank, Vietcombank, Do mu kho st l mu thun tin v
c phng vn trc tip v qua mng Internet nn phn tn ca mu tng i
khng ng u v c s chnh lch kh r rng ti cc ngn hng. Ngn hng
Vietcombank l ngn hng c t l phn b mu cao nht - chim 22.1% tng s
mu c kho st, trong khi ngn hng VID Public v ngn hng VIP ch chim
c 0.5% tng s s mu c kho st cho mi ngn hng.
T l kho st mu theo gii tnh cng c s chnh lch r rng do ly mu
theo phng php thun tin. Mu thu v chim 36.4% l nam v 63.6% l n.
Mu kho st c t l cao nht l 77.4% cho tui t 20 tui n 30 tui v k
tip l 21% cho tui t 30 tui n 40 tui cho thy t l mu kho st tng i
tr. Nhm tui t 20 n 30 l nhm c s thch ng kh cao i vi nhng i mi
trong x hi v y l u im rt ln trong qu trnh ly mu cho nghin cu ny.
Theo tiu ch trnh hc vn, t l mu kho st c trnh i hc chim cao
nht vi t l l 70.6%, k tip l trnh trung hc cao ng chim 18.6% cho thy
mu kho st c trnh hc vn tng i ng u.
Theo tiu ch thu nhp hng thng, t l mu c mc thu nhp t 2 triu n 7
triu chim a s, vi t l tng cng l 79.8%. Trong , t l mu c mc thu nhp
41
4.2.1.
SERVQUAL:
Bng 4.2: H s Cronbach alpha ca cc thnh phn thang o theo m hnh
SERVQUAL.
Bin quan st
Trung bnh
Phng sai
thang o nu
thang o nu
loi bin
loi bin
Bnh phng h
Alpha nu
tng
s tng quan bi
loi bin ny
20.4615
20.1570
.6605
.4755
.6933
RLI02
21.0205
21.1542
.5134
.2783
.7404
RLI03
20.4462
20.5680
.5741
.4198
.7202
RLI04
20.6256
20.2663
.6085
.4336
.7088
RLI05
21.2000
20.9856
.4022
.1883
.7871
9.8000
6.0990
.7463
.5844
.6956
RSP07
9.8205
6.3233
.7106
.5534
.7326
RSP08
10.5744
6.7096
.5975
.3606
.8449
15.8359
9.7152
.6725
.4710
.7486
ASR10
15.6256
11.2663
.5360
.2962
.8111
ASR11
15.5128
9.6841
.7356
.5527
.7170
ASR12
15.6103
11.1463
.6009
.3955
.7825
12.7128
16.5666
.7354
.5867
.8273
EMP14
12.8154
15.9142
.7331
.5514
.8284
EMP15
12.9436
16.3112
.7639
.5980
.8160
EMP16
12.7897
17.2391
.6559
.4596
.8585
21.1128
15.1522
.6343
.4391
.7793
TNG18
21.2974
15.0451
.5985
.4228
.7894
TNG19
20.5692
15.8753
.5758
.3623
.7959
TNG20
21.2769
14.6961
.6668
.4671
.7694
TNG21
21.4872
14.2717
.5984
.3938
.7918
42
43
Thnh phn cht lng chc nng gm 6 bin (t bin FQU22 n bin
FQU27). C 6 bin ny u c h s tng quan bin tng ln hn 0.3 nn c
chp nhn. Ngoi ra, h s Cronbach alpha kh cao 0. 8430 (ln hn 0.6) nn thang
o thnh phn cht lng chc nng t yu cu. Cc bin ny c a vo phn
tch nhn t tip theo.
Thnh phn cht lng k thut gm 7 bin (t bin TQU28 n bin TQU34).
C 7 bin ny u c h s tng quan bin tng ln hn 0.3 nn c chp nhn.
Ngoi ra, h s Cronbach alpha kh cao 0. 8430 (ln hn 0.6) nn thang o thnh
phn cht lng k thut t yu cu. Cc bin ny c a vo phn tch nhn t
tip theo.
H s Cronbach alpha ca c hai thnh phn cht lng dch v chc nng v
cht lng dch v k thut u ln hn 0.8 nn y l thang o lng kh tt.
Bng 4.3 : H s Cronbach alpha ca cc thnh phn thang o theo m hnh Cht
lng k thut/ Cht lng chc nng.
Bin quan st
Trung bnh
Phng sai
thang o nu
thang o nu
loi bin
loi bin
Bnh phng h
s tng quan
bi
Alpha nu
loi bin ny
27.1333
21.4873
.6314
.4535
.8153
FQU23
27.2872
22.1336
.6263
.4072
.8166
FQU24
26.5590
23.7220
.4938
.3022
.8401
FQU25
27.1333
20.2605
.7361
.5576
.7935
FQU26
27.5282
20.6319
.6613
.4895
.7935
FQU27
26.9744
22.2107
.5823
.3775
.8248
29.6872
41.2470
.6472
.4509
.8182
TQU29
30.2308
38.9207
.5367
.2952
.8321
TQU30
29.9436
39.9504
.5717
.4203
.8253
TQU31
30.0974
37.4698
.6610
.4775
.8113
TQU32
30.1333
38.8378
.5374
.3378
.8321
TQU33
29.8000
39.1196
.6768
.5022
.8108
TQU34
30.5692
38.2774
.6040
.3820
.8206
44
4.2.3.
Trung bnh
Phng sai
thang o nu
thang o nu
loi bin
loi bin
Bnh phng h
Alpha nu
tng
s tng quan bi
loi bin ny
10.7026
5.6224
.6607
.4442
.7545
SAS36
10.9077
4.0533
.7272
.5290
.6958
SAS37
10.1128
5.7913
.6454
.4222
.7705
4.3.
tin hnh. Phng php rt trch c chn phn tch nhn t l phng php
principal components vi php quay varimax.
4.3.1.
45
Yu t
1
.827
.773
.724
.713
.653
.634
.834
.804
.798
.664
.805
.756
.711
.556
.875
.766
.697
7.373
22.868
.8950
1.955
18.558
.8692
1.483
15.387
.7959
1.035
12.869
.8024
46
Sau khi loi cc bin khng t yu cu trong phn tch nhn t khm ph,
thang o cht lng dch v ngn hng in t theo m hnh SERVQUAL c o
lng bng 17 bin quan st. Kt qu phn tch nhn t ln 2 cho thy tng phng
sai rt trch da trn 4 nhn t c Eigenvalues ln 1 l bng 69.683%, cho thy
phng sai rt trch t chun (>50%).
Bng 4.5 cho thy, thang o thnh phn p ng v thnh phn nng lc phc
v gp li chung li thnh mt yu t do hai thnh phn ny khng t gi tr phn
bit. Nh vy, 5 thnh phn cht lng dch v theo m hnh SEVQUAL tr thnh
4 thnh phn khi nh gi cht lng dch v ngn hng in t nh sau: tin cy,
p ng v nng lc phc v, ng cm, phng tin hu hnh. Vi tng phng
sai rt trch l 69.683% cho bit 4 nhn t ny gii thch c 69.683% bin thin
ca d liu.
4.3.2.
47
Yu t
1
fqu25
.792
fqu24
.724
fqu27
.689
fqu23
.683
fqu22
.657
fqu26
.616
tqu29
.747
tqu31
.717
tqu32
.698
tqu34
.654
tqu33
.625
tqu30
.558
Eigenvalues
Phng sai rt trch (%)
Cronback alpha
5.450
1.238
28.879
26.854
.8430
.8182
Sau khi loi cc bin khng t yu cu trong phn tch nhn t khm ph,
thang o cht lng dch v ngn hng in t theo m hnh Cht lng k thut/
Cht lng chc nng c o lng bng 12 bin quan st. Kt qu phn tch nhn
t ln 2 cho thy tng phng sai rt trch da trn 2 nhn t c Eigenvalues ln 1
l bng 55.734%, cho thy phng sai rt trch t chun (>50%).
Vi tng phng sai rt trch l 55.734% cho bit 2 nhn t ny gii thch
c 55.734% bin thin ca d liu.
4.3.3.
Thang o s tha mn gm 3 bin quan st. Sau khi t tin cy khi kim tra
bng Cronbach alpha. Phn tch nhn t khm ph EFA c s dng kim nh
li mc hi t ca cc bin quan st.
48
Kim nh KMO v Bartlett's trong phn tch nhn t cho thy h s KMO
0.704 (>0.5) vi mc ngha bng 0 (sig = 0.000) cho thy phn tch nhn t EFA
rt thch hp.
Bng 4.7: Kt qu phn tch nhn t khm ph thang o s tha mn ca khch
hng.
Bin quan st
Yu t
1
sas36
sas35
sas37
.889
.846
.837
Eigenvalues
Phng sai rt trch (%)
Cronback alpha
2.206
73.535
.8143
Theo phn tch EFA phn trn, hai thnh phn p ng v nng lc phc v
ca m hnh SERVQUAL gp li thnh mt thnh phn do chng khng t c
gi tr phn bit. Do vy, m hnh l thuyt c hiu chnh li cho ph hp vi
cht lng dch v ngn hng in t v thc hin kim nghim tip theo.
49
Tin cy
H1.1
H2.1
p ng + Nng lc
phc v
H1.2
S tha mn ca
khch hng
ng cm
H1.4
H2.2
H1.5
M hnh 4.1a
M hnh 2.4b
Hnh 4.1: M hnh mi quan h gia cht lng dch v ngn hng in t v s
tha mn ca khch hng - hiu chnh ln 1.
Mt s gi thuyt khi tin hnh nghin cu m hnh hiu chnh:
-
4.4.
4.4.1.
M hnh SERVQUAL:
4.4.1.1.
Trc khi tin hnh phn tch hi quy tuyn tnh bi, mi tng quan tuyn
tnh gia cc bin cn phi c xem xt.
50
Sig. (1-tailed)
SAS
SAS
1.000
RLI
RSP.ASR
EMP
TNG
RLI
.379
1.000
RSP.ASR
.593
.540
1.000
EMP
.505
.256
.582
1.000
.543
TNG
.609
.422
.545
.543
1.000
SAS
RLI
.000
RSP.ASR
.000
.000
EMP
.000
.000
.000
TNG
.000
.000
.000
.000
Ma trn ny cho thy mi tng quan gia bin s tha mn SAS (bin ph
thuc) vi tng bin c lp, cng nh tng quan gia cc bin c lp vi nhau.
H s tng quan gia bin s tha mn vi cc bin khc u ln hn 0.3. Nhn s
b, ta c th kt lun cc bin c lp (bin tin cy, bin p ng v nng lc phc
v, bin ng cm v bin phng tin hu hnh) c th a vo m hnh gii
thch cho bin s tha mn. Ngoi ra, h s tng quan gia cc bin tin cy, bin
p ng v nng lc phc v, bin ng cm v bin phng tin hu hnh u ln
hn 0.3 (ngoi tr h s tng quan gia bin tin cy v bin ng cm) nn mi
quan h gia cc bin ny cn phi xem xt k trong phn phn tch hi quy tuyn
tnh bi di y nhm trnh hin tng a cng tuyn gia cc bin c lp.
4.4.1.2.
51
Sig. F
Change
0.000
ANOVA(b)
Model
1
Regression
Residual
Sum of
Squares
109.011
df
119.796
Mean Square
27.253
190
.631
F
43.224
Sig.
.000(a)
Total
228.807
194
a Predictors: (Constant), TNG, RLI, EMP, RSP.ASR
b Dependent Variable: SAS
Kim tra phn d cho thy phn phi phn d xp x chun vi trung bnh
Mean = 0 v lch chun Std. Dev. = 0.99 tc l gn bng mt (ph lc 5.1), do
c th kt lun rng gi thuyt phn phi chun khng b vi phm khi s dng
phng php hi quy bi.
Bng 4.10: Cc thng s thng k ca tng bin trong phng trnh (M hnh
SERVQUAL).
Unstandardized
Coefficients
Model
1
B
(Constant)
1.133
Std.
Error
Standardized
Coefficients
Beta
0.339
Collinearity
Statistics
Correlations
t
Sig.
3.340
0.001
Zeroorder
Partial
Part
Tolerance
VIF
RLI
0.024
0.057
0.028
0.430
0.668
0.379
0.031
0.023
0.668
1.497
RSP.ASR
0.307
0.075
0.311
4.095
0.000
0.593
0.285
0.215
0.478
2.093
EMP
0.099
0.057
0.120
1.739
0.084
0.505
0.125
0.091
0.574
1.741
TNG
0.395
0.074
0.362
5.320
0.000
0.609
0.360
0.279
0.594
1.682
52
4.4.2.1.
53
4.4.2.2.
SAS
SAS
1.000
FQU
TQU
FQU
.640
1.000
TQU
.704
.650
1.000
SAS
.000
.000
FQU
.000
.000
TQU
.000
.000
Bng 4.12: Thng k phn tch cc h s hi quy (M hnh Cht lng k thut/
Cht lng chc nng).
Model Summary(b)
Change Statistics
Model
1
R
0.744
R
Square
0.553
Adjusted
R
Square
0.549
Std. Error
of the
Estimate
0.72953
R
Square
Change
0.553
F
Change
118.955
df1
2
df2
192
Model
1
Sum of
Squares
126.621
Mean Square
63.310
102.186
192
.532
228.807
a Predictors: (Constant), TQU, FQU
b Dependent Variable: SAS
194
Regression
Residual
Total
df
F
118.955
Sig.
.000(a)
Sig. F
Change
0.000
54
B
(Constant)
Std.
Error
Standardized
Coefficients
Collinearity
Statistics
Correlations
t
Sig.
2.379
0.018
Beta
Zeroorder
Partial
Part
Tolerance
VIF
0.757
0.318
FQU
0.374
0.075
0.317
4.987
0.000
0.640
0.339
0.241
0.577
1.732
TQU
0.505
0.064
0.498
7.848
0.000
0.704
0.493
0.378
0.577
1.732
55
Sau khi phn tch hi quy bi, m hnh SERVQUAL cho thy ch c thnh
phn p ng v nng lc phc v v thnh phn phng tin hu hnh l c tc
ng n s tha mn ca khch hng. Do vy, m hnh l thuyt c iu chnh
li cho ph hp vi cht lng dch v ngn hng in t nh sau:
56
p ng + Nng lc
phc v
0.317
0.311
S tha mn ca
khch hng
0.362
M hnh 4.2a
R2 hiu chnh = 0.465
Sig. = 0.000
0.498
M hnh 2.4b
R2 hiu chnh = 0.549
Sig. = 0.000
Hnh 4.2: M hnh mi quan h gia cht lng dch v ngn hng in t v s
tha mn ca khch hng hiu chnh ln 2.
Gi thuyt t ra cho m hnh ny (Hnh 4.2) l H3: M hnh 4.2a v 2.4b o
lng s tha mn ca khch hng v cht lng dch v ngn hng in t ca cc
ngn hng thng mi trn a bn Thnh ph H Ch Minh l tt nh nhau.
4.5.
57
58
Thng k m t cho thy gi tr trung bnh (mean) ca thnh phn cht lng
chc nng cao hn ca thnh phn cht lng k thut. Cc gi tr trung bnh ny
nm trong khong t 5 n 6. Do , thun tin cho vic xem xt, ta quy c:
-
Mean t 5 n di 6: mc cao.
Mean t 6 n 7: mc rt cao.
Minimum
Maximum
195
2.17
7.00
5.4205
.91824
195
1.83
6.83
4.9479
1.07040
SAS
195
2.00
7.00
5.2872
1.08601
Valid N (listwise)
195
FQU
TQU
7
6
5.9641
5.3897
5.2359
FQU22
FQU23
5.3897
4.9949
Mean
Std. Deviation
5.5487
4
3
2
1
0
FQU24
FQU25
FQU26
FQU27
th 4.1: Gi tr trung bnh (mean) ca cc bin quan st thuc thnh phn cht
lng chc nng.
C th hn, thnh phn chc nng gm 6 bin quan st u c nh gi
mc cao nu ta lm trn nh gi ca bin FQU26 (bng 4.9949) thnh 5. Cho thy,
khch hng nh gi kh cao v thi , cung cch phc v v kin thc v chuyn
59
mn ca ngn hng ni chung v nhn vin ngn hng ni ring. Bin quan st
FQU24 (bng 5.9641) c nh gi cao nht trong thnh phn cht lng chc
nng cho thy khch hng nh gi cao v kh nng bo mt thng tin ca ngn
hng.
7
6
5
4.8462
5.1333
4.9795
4.9436
TQU31
TQU32
5.2769
4.5077
4
3
2
1
0
TQU29
TQU30
TQU33
TQU34
th 4.2: Gi tr trung bnh (mean) ca cc bin quan st thuc thnh phn cht
lng k thut
Thnh phn cht lng k thut bao gm 6 bin quan st. Bin TQU30 (chi ph
ca dch v ngn hng in t) v TQU33 (s d dng v thun tin khi s dng
dch v) c khch hng nh gi mc cao. Nhng bin cn li l iu kin thu
chi ti khon th (TQU29), li sut ngn hng cnh tranh (TQU31), thng bo kt
qu giao dch v s d cho khch hng (TQU32), quan tm n nhu cu pht sinh
ca khch hng (TQU34) th c nh gi mc trung bnh. Ngn hng nn ch
ci tin dch v ngn hng in t cc mt ny.
Tm li, s tha mn ca khch hng v cht lng dch v ngn hng in t
b nh hng bi hai thnh phn: cht lng k thut v cht lng chc nng.
Trong , thnh phn cht lng k thut tc ng n s tha mn ca khch hng
nhiu hn thnh phn cht lng chc nng nhng khch hng li nh gi thnh
phn cht lng k thut ch mc trung bnh nn ngn hng cn ch u tin ci
tin thnh phn ny gia tng s tha mn ca khch hng.
60
4.7.
trc:
Cc nghin cu trc s dng hai m hnh cht lng dch v SERVQUAL v
m hnh Cht lng k thut/ Cht lng chc nng, c th:
Lassar & ctg (2000) vi ti s tha mn v cm nhn cht lng dch v
ngn hng ca cc ngn hng t nhn ti M kt lun rng m hnh Cht lng
k thut/ Cht lng chc nng gii thch tt hn m hnh SERVQUAL i vi lnh
vc ngn hng lnh vc dch v mang tnh cht tip xc cao. Trong , thnh phn
cht lng chc nng tc ng n s tha mn ca khch hng nhiu hn thnh
phn cht lng k thut.
Trn Xun Thu Hng (2007) cng thc hin so snh hai m hnh cht
lng ny trong lnh vc dch v th vin i hc lnh vc m mc tip xc
gia nhn vin th vin v sinh vin khng cao, kt qu cho thy m hnh
SERVQUAL (vi h s R2 hiu chnh = 0.734) gii thch tt hn m hnh Cht
lng k thut/ Cht lng chc nng (vi h s R2 hiu chnh = 0. 682). Kt qu
cho thy m hnh SERVQUAL c hai thnh phn chu o v phng tin hu hnh
nh hng n s tha mn ca sinh vin v cht lng dch v th vin i hc
thuc i Hc Quc Gia Thnh ph H Ch Minh.
Bng 4.15: So snh kt qu nghin cu.
H s Beta
Nghin cu ca
Lassar & ctg (2000)
Nguyn Th Phng Trm (2008)
0.760
0.317
0.220
0.498
R2 iu chnh
0.770
0.549
61
(bng 0.770) cho thy m hnh Gronroos gii thch c s tha mn ca khch
hng v cht lng dch v ngn hng ca cc ngn hng t nhn ti M cao hn so
vi gii thch s tha mn ca khch hng v cht lng dch v ngn hng in t
ca cc ngn hng trn a bn Thnh ph H Ch Minh. iu ny cho thy gii
thch s tha mn ca khch hng v dch v ngn hng in t ca cc ngn hng
trn a bn Thnh ph H Ch Minh th ngoi yu t v cht lng cn c nhng
yu t khc. Nghin cu ca Lassar & ctg cho thy cht lng chc nng (h s
Beta bng 0.760) tc ng n s tha mn ca khch hng v dch v ngn hng
nhiu hn cht lng k thut (h s Beta bng 0.220). Trong khi , nghin cu
ny cho thy cht lng k thut (h s Beta bng 0.498) li tc ng n s tha
mn ca khch hng v cht lng dch v ngn hng in t nhiu hn cht lng
chc nng (h s Beta bng 0.317). S khc bit ny c th l do tnh c th ca
dch v ngn hng in t, l dch v b nh hng nhiu bi cng ngh.
4.8.
Tm tt chng 4:
Chng ny trnh by kt qu kim nh m hnh thang o v m hnh nghin
62
Chng 5: KT LUN
5.1.
Kt lun:
Mc ch chnh ca nghin cu ny l iu chnh v b sung cc thnh phn
63
5.2.
Cc hn ch v kin ngh:
Nghin cu c s ng gp tch cc i vi ngn hng trong vic tm hiu
64
65
www.acb.com.vn
www.dongabank.com.vn
www.techcombank.com.vn
www.vietcombank.com.vn
66
Ting Anh:
10. Asubonteng, P., McCleary, K.J. and Swan, J.E. (1996), SERVQUAL revisited:
a critical review of service quality, Journal of Services Marketing, Vol. 10,
No. 6: 62-81.
11. Cronin, J.J., & Taylor, S. A. (1992), Measuring service quality: A reexamination
and extension, Journal of Marketing, Vol 56 (July): 55-68.
12. Gonzalez, M.E, Mueller, R.D & Mack, R.W (2008), An alternative approach in
service quality: An ebanking case study, Quality Management Journal, Vol
15, No. 1: 41-58.
13. Hair, Jr. J.F, Anderson, R.E., Tatham, R.L. & Black, W.C. (1998), Multivariate
Data Analysis, Prentical-Hall International, Inc.
14. Jun, M. & Cai S. (2001), The key determinants of Internet banking service
quality: a content analysis, International Journal of Bank Marketing, 19/7:
276-291.
15. Kotler, P., & Keller, K.L. (2006), Marketing Management, Pearson Prentice
Hall, USA.
16. Lassar, W.M., Manolis, C. & Winsor, R.D. (2000), Service quality perspectives
and satisfaction in private banking, International Journal of Bank Marketing,
18/4: 181-199.
17. Spreng, R.A. & Mackoy, R.D. (1996), An empirical examination of a model of
perceived service quality and satisfaction, Journal of Retailing, Vol 72(2):
201-14.
18. Wisniewski, M. (2001), Using SERVQUAL to assess customer satisfaction with
public sector services, Managing Service Quality, Vol.11, No.6: 380-388.
VIII
2.
Theo cc anh/ ch, cht lng dch v ngn hng in t th hin qua cc
yu t no? V sao? Yu t no l quan trng? V sao?
3.
IX
15. Ngn hng th hin s ch c bit n nhng quan tm nhiu nht ca anh
/ ch.
16. Nhn vin ngn hng hiu c nhng nhu cu c bit v li ch ca anh /
ch.
Thnh phn phng tin hu hnh:
17. Ngn hng c trang thit b hin i.
18. C s vt cht ca ngn hng trng hp dn, trang web ca ngn hng trng
chuyn nghip.
19. Nhn vin ca ngn hng c trang phc gn gng, lch s.
20. Cc phng tin vt cht trong hot ng dch v rt hp dn ti ngn hng.
21. Ngn hng b tr thi gian lm vic v phng tin vt cht thun tin cho
vic giao dch in t.
i vi m hnh Cht lng k thut/ Cht lng chc nng:
Cht lng dch v chc nng:
1. Nhn vin ngn hng c x lch s v thn thin vi anh / ch.
2. Nhn vin ngn hng c kin thc v nng lc chuyn mn gii thch tha
ng vi anh/ ch v cc loi dch v ngn hng in t v cc chnh sch
ca ngn hng.
3. Nhn vin ngn hng bo mt thng tin ca anh / ch.
4. Nhn vin ngn hng lun sn sng tr li cc thc mc ca anh / ch.
5. Ngn hng lun p ng cc yu cu ca anh / ch.
6. Ngn hng lun thc hin ng v chnh xc cc giao dch ca anh / ch.
Cht lng dch v k thut:
7. Ngn hng lun sn sng p ng cc nhu cu v dch v ngn hng in t
ca anh / ch.
8. iu kin thu chi c thc hin d dng v thun tin thng qua ti khon
th.
9. Chi ph ca cc dch v ngn hng in t cnh tranh.
XI
XII
PH LC 2: BNG CU HI PHNG VN
BNG KHO ST
Xin cho Anh / Ch.
Chng ti l nhm nghin cu thuc Trng i Hc Kinh T Thnh ph H Ch Minh. Chng ti
ang thc hin mt s nghin cu v cht lng dch v ngn hng in t (Ebanking) ca cc
ngn hng thng mi trn a bn Thnh ph H Ch Minh vi mc ch phc v cho ging dy
v nghin cu khoa hc, khng c mc ch kinh doanh. Rt mong anh / ch dnh cht thi gian tr
li gip chng ti mt s cu hi sau y v xin lu rng khng c tr li no l ng hay sai.
Chng ti xin cam oan nhng thng tin t anh / ch hon ton c gi b mt.
Anh / ch vui lng cho bit mc ng ca mnh v cc pht biu di y theo thang o im
t 1 n 7 (vi quy c: 1: hon ton phn i, 7: hon ton ng ) bng cch khoanh trn vo
thch hp. Chn thnh cm n s hp tc ca anh / ch.
Xin cho bit Anh / Ch ang s dng dch v ngn hng in t (Internet banking, phone banking,
SMS banking, ATM, ) ti ngn hng.
Phn I: Xin cho bit mc ng ca anh / ch i vi cc pht biu sau y v cht lng
dch v ngn hng in t ti ngn hng ny:
1.
Ngn hng lun thc hin cc dch v ngn hng in t (qun l ti khon, thanh ton ha
Khi anh / ch c thc mc hay khiu ni, ngn hng lun gii quyt tha ng ...1 2 3 4 5 6 7
3.
Ngn hng thc hin dch v ngn hng in t ng ngay t ln u tin. ........1 2 3 4 5 6 7
4.
hng ha.......................................................................................................................1 2 3 4 5 6 7
5.
thc hin.......................................................................................................................1 2 3 4 5 6 7
6.
7.
Nhn vin ca ngn hng lun sn sng gip anh / ch. ..................................1 2 3 4 5 6 7
XIII
8.
Nhn vin ca ngn hng lun phc v anh / ch chu o trong gi cao im.....1 2 3 4 5 6 7
9.
Nhn vin ngn hng ngy cng to s tin tng i vi anh / ch. .....................1 2 3 4 5 6 7
10. Anh / ch cm thy an ton khi s dng dch v ngn hng in t ca ngn hng.1 2 3 4 5 6 7
11. Nhn vin ngn hng bao gi cng t ra lch s, nh nhn vi anh / ch..............1 2 3 4 5 6 7
12. Nhn vin ngn hng c kin thc chuyn mn tr li cc cu hi ca anh / ch.1 2 3 4 5 6 7
13. Ngn hng th hin s quan tm n c nhn anh / ch. .......................................1 2 3 4 5 6 7
14. Ngn hng c nhng nhn vin th hin s quan tm n c nhn anh / ch........1 2 3 4 5 6 7
15. Ngn hng th hin s ch c bit n nhng quan tm nhiu nht ca
anh / ch........................................................................................................................1 2 3 4 5 6 7
16. Nhn vin ngn hng hiu c nhng nhu cu c bit v li ch ca anh / ch.1 2 3 4 5 6 7
17. Ngn hng c trang thit b hin i. ....................................................................1 2 3 4 5 6 7
18. C s vt cht ca ngn hng trng hp dn, trang web ca ngn hng
trng chuyn nghip.....................................................................................................1 2 3 4 5 6 7
19. Nhn vin ca ngn hng c trang phc gn gng, lch s ...................................1 2 3 4 5 6 7
20. Cc phng tin vt cht trong hot ng dch v rt hp dn ti ngn hng (trang web ca
ngn hng v cc thit b d dng tip cn khi thc hin giao dch in t)................1 2 3 4 5 6 7
21. Ngn hng b tr thi gian lm vic v phng tin vt cht thun tin
cho vic giao dch in t. ...........................................................................................1 2 3 4 5 6 7
22. Nhn vin ngn hng c x lch s v thn thin vi anh / ch. ...........................1 2 3 4 5 6 7
23. Nhn vin ngn hng c kin thc v nng lc chuyn mn gii thch tha ng vi anh /
ch v cc loi dch v ngn hng in t v cc chnh sch ca ngn hng. ..............1 2 3 4 5 6 7
24. Nhn vin ngn hng bo mt thng tin ca anh / ch. .........................................1 2 3 4 5 6 7
25. Nhn vin ngn hng lun sn sng tr li cc thc mc ca anh / ch.................1 2 3 4 5 6 7
26. Ngn hng lun p ng cc yu cu ca anh / ch. .............................................1 2 3 4 5 6 7
27. Ngn hng lun thc hin ng v chnh xc cc giao dch ca anh / ch............1 2 3 4 5 6 7
28. Ngn hng lun sn sng p ng cc nhu cu v dch v ngn hng
in t ca anh / ch. ....................................................................................................1 2 3 4 5 6 7
XIV
29. iu kin thu chi c thc hin d dng v thun tin thng qua ti khon
th. ..............................................................................................................................1 2 3 4 5 6 7
30. Chi ph ca cc dch v ngn hng in t cnh tranh..........................................1 2 3 4 5 6 7
31. Ngn hng c mc li sut cnh tranh. .................................................................1 2 3 4 5 6 7
32. Ngn hng lun gi bo co kt qu cc giao dch v s d ng lc..................1 2 3 4 5 6 7
33. Dch v ngn hng in t ca ngn hng rt d dng v thun tin cho anh / ch
s dng.........................................................................................................................1 2 3 4 5 6 7
34. Ngn hng rt quan tm n nhu cu pht sinh ca anh / ch. ..............................1 2 3 4 5 6 7
35. Anh / ch hon ton hi lng vi cht lng dch v ngn hng in t ca
ngn hng .....................................................................................................................1 2 3 4 5 6 7
36. Anh / ch s gii thiu dch v ngn hng in t ca ngn hng cho nhng
ngi khc....................................................................................................................1 2 3 4 5 6 7
37. Trong thi gian ti, anh / ch vn tip tc s dng dch v ngn hng in
t ca ngn hng ..........................................................................................................1 2 3 4 5 6 7
Phn II: Mt s thng tin khc:
1.
H v tn ca anh / ch:..............................................................................................................
S in thoi:..............................................................................................................................
a ch: .......................................................................................................................................
2.
Gii tnh:
3.
Tui:
Nam
Di 20
4.
5.
N
T 20 n 30
T 40 n 50
Trnh hc vn:
T 30 n 40
Trn 50
Ph thng trung hc
i hc
Sau i hc
T 2 n 4 triu
T 4 n 7 triu
Trn 7 triu
XV
Mean
Std Dev
Cases
1.
RLI01
5.4769
1.4081
195
2.
RLI03
5.4923
1.4831
195
3.
RLI04
5.3128
1.4712
195
N of Cases = 195
Variance
Std Dev
N of Variables
16.2821
13.6468
3.6942
Item Means
Mean
Minimum
Maximum
Range
Max/Min
Variance
5.4274
5.3128
5.4923
0.1795
1.0338
0.0099
Inter-item Correlations
Mean
Minimum
Maximum
Range
Max/Min
Variance
0.5756
0.5692
0.582
0.0128
1.0224
0.0000
Item-total Statistics
RLI01
RLI03
RLI04
Scale Mean if
Item Deleted
Scale Variance
if Item Deleted
Corrected Item
Total Correlation
Square Multiple
Correlation
Alpha if Item
Deleted
10.8051
10.7897
10.9692
6.8484
6.5587
6.5867
0.6534
0.6435
0.6483
0.4270
0.4143
0.4208
0.7255
0.7353
0.7300
Reliability Coefficients
Alpha = .8024
3 items
XVI
Mean
Std Dev
Cases
1.
RSP06
5.2974
1.3973
195
2.
RSP07
5.2769
1.3867
195
3.
RSP08
4.5231
1.4335
195
4.
ASR09
5.0256
1.3938
195
5.
ASR11
5.3487
1.3244
195
6.
ASR12
5.2513
1.2156
195
N of Cases = 195
Mean
Variance
30.7231
43.6961
N of Variables
6.6103
Item Means
Mean
Minimum
Maximum
Range
Max/Min
Variance
5.1205
4.5231
5.3487
0.8256
1.1825
0.0982
Inter-item Correlations
Mean
Minimum
Maximum
Range
Max/Min
Variance
0.5858
0.3945
0.7518
0.3572
1.9055
0.0090
Item-total Statistics
Scale Mean if
Item Deleted
Scale Variance
if Item Deleted
Corrected Item
Total Correlation
Square Multiple
Correlation
Alpha if Item
Deleted
25.4256
25.4462
26.2000
25.6974
25.3744
25.4718
30.3591
30.1865
30.8412
29.7276
30.9674
33.8072
0.7394
0.7604
0.6783
0.7912
0.7445
0.595
0.6063
0.6277
0.5872
0.6857
0.5821
0.4151
0.8732
0.8698
0.8832
0.8648
0.8726
0.8941
RSP06
RSP07
RSP08
ASR09
ASR11
ASR12
Reliability Coefficients
Alpha = .8950
6 items
XVII
Mean
Std Dev
Cases
1.
EMP13
4.3744
1.5359
195
2.
EMP14
4.2718
1.6318
195
3.
EMP15
4.1436
1.5331
195
4.
EMP16
4.2974
1.5544
195
N of Cases = 195
Statistics for Scale
Mean
Variance
Std Dev
N of Variables
17.0872
28.1212
5.3029
4
Item Means
Mean
Minimum
Maximum
Range
Max/Min
Variance
4.2718
4.1436
4.3744
0.2308
1.0557
0.0092
Inter-item Correlations
Mean
Minimum
Maximum
Range
Max/Min
Variance
0.6249
0.5188
0.6972
0.1785
1.3440
0.0040
Item-total Statistics
Scale Mean if
Item Deleted
Scale Variance
if Item Deleted
Corrected Item
Total Correlation
Square Multiple
Correlation
Alpha if Item
Deleted
12.7128
12.8154
12.9436
12.7897
16.5666
15.9142
16.3112
17.2391
0.7354
0.7331
0.7639
0.6559
0.5867
0.5514
0.5980
0.4596
0.8273
0.8284
0.8160
0.8585
EMP13
EMP14
EMP15
EMP16
Reliability Coefficients
Alpha = .8692
4 items
Std Dev
Cases
1.
TNG17
5.3231
1.1898
195
2.
TNG18
5.1385
1.2544
195
3.
TNG20
5.1590
1.2228
195
4.
TNG21
4.9487
1.3838
195
N of Cases = 195
XVIII
Variance
Std Dev
N of Variables
20.5692
15.8753
3.9844
4
Item Means
Mean
Minimum
Maximum
Range
Max/Min
Variance
5.1423
4.9487
5.3231
0.3744
1.0756
0.0235
Inter-item Correlations
Mean
Minimum
Maximum
Range
Max/Min
Variance
0.4975
0.402
0.5654
0.1633
1.4063
0.0047
Item-total Statistics
Scale Mean if
Item Deleted
Scale Variance
if Item Deleted
Corrected Item
Total Correlation
Square Multiple
Correlation
Alpha if Item
Deleted
TNG17
15.2462
9.9906
0.5942
0.3759
0.7518
TNG18
15.4308
9.5351
0.6153
0.4228
0.7408
TNG20
15.4103
9.3978
0.6646
0.4557
0.7173
TNG21
15.6205
9.2264
0.5631
0.3563
0.7709
Reliability Coefficients
Alpha = .7959
4 items
XIX
Ph lc 3.2: Phn tch tin cy Cronbach Alpha sau khi loi bin rc ca m hnh
Cht lng k thut/ Cht lng chc nng:
Mean
Std Dev
Cases
1.
FQU22
5.3897
1.2485
195
2.
FQU23
5.2359
1.1647
195
3.
FQU24
5.9641
1.1186
195
4.
FQU25
5.3897
1.277
195
5.
FQU26
4.9949
1.3258
195
6.
FQU27
5.5487
1.2148
195
N of Cases =
195
Statistics for Scale
Mean
Variance
Std Dev
N of Variables
32.5231
30.3538
5.5094
6
Item Means
Mean
Minimum
Maximum
Range
Max/Min
Variance
5.4205
4.9949
5.9641
0.9692
1.194
0.1058
Inter-item Correlations
Mean
Minimum
Maximum
Range
Max/Min
Variance
0.4698
0.3057
0.6284
0.3226
2.0552
0.0089
Item-total Statistics
Scale Mean if
Item Deleted
Scale Variance
if Item Deleted
Corrected Item
Total Correlation
Square Multiple
Correlation
Alpha if Item
Deleted
FQU22
27.1333
21.4873
0.6314
0.4535
0.8153
FQU23
27.2872
22.1336
0.6263
0.4072
0.8166
FQU24
26.5590
23.7220
0.4938
0.3022
0.8401
FQU25
27.1333
20.2605
0.7361
0.5576
0.7935
FQU26
27.5282
20.6319
0.6613
0.4895
0.8094
FQU27
26.9744
22.2107
0.5823
0.3775
0.8248
Reliability Coefficients
Alpha = .8430
6 items
XX
Mean
Std Dev
Cases
1.
TQU29
4.8462
1.5687
195
2.
TQU30
5.1333
1.3857
195
3.
TQU31
4.9795
1.5024
195
4.
TQU32
4.9436
1.5769
195
5.
TQU33
5.2769
1.3063
195
6.
TQU34
4.5077
1.5141
195
N of Cases =
195
Statistics for Scale
Mean
Variance
Std Dev
N of Variables
29.6872
41.247
6.4224
6
Item Means
Mean
Minimum
Maximum
Range
Max/Min
Variance
4.9479
4.5077
5.2769
0.7692
1.1706
0.0696
Inter-item Correlations
Mean
Minimum
Maximum
Range
Max/Min
Variance
0.4335
0.2606
0.5757
0.3151
2.2093
0.0055
Item-total Statistics
Scale Mean if
Item Deleted
Scale Variance
if Item Deleted
Corrected Item
Total Correlation
Square Multiple
Correlation
Alpha if Item
Deleted
TQU29
24.8410
29.6499
0.5348
0.2922
0.8005
TQU30
24.5538
30.6607
0.5647
0.4169
0.7932
TQU31
24.7077
28.4347
0.6587
0.4707
0.7723
TQU32
24.7436
29.7896
0.5212
0.3252
0.8037
TQU33
24.4103
30.2432
0.6471
0.4438
0.7781
TQU34
25.1795
29.3336
0.5866
0.3624
0.7884
Reliability Coefficients
Alpha = .8182
6 items
XXI
Approx. Chi-Square
df
Sig.
Communalities
Initial
Extraction
rli01
1.000
.716
rli02
1.000
.550
rli03
1.000
.753
rli04
1.000
.659
rli05
1.000
.383
rsp06
1.000
.687
rsp07
1.000
.717
rsp08
1.000
.658
asr09
1.000
.744
asr10
1.000
.397
asr11
1.000
.699
asr12
1.000
.523
emp13
1.000
.789
emp14
1.000
.689
emp15
1.000
.794
emp16
1.000
.673
tng17
1.000
.712
tng18
1.000
.590
tng19
1.000
.677
tng20
1.000
.603
tng21
1.000
.587
Extraction Method: Principal Component Analysis.
.911
2353.632
210
.000
XXII
% of
Variance
Cumulative
%
1
8.785
41.831
41.831 8.785
2
2.043
9.731
51.562 2.043
3
1.630
7.760
59.323 1.630
4
1.141
5.436
64.758 1.141
5
0.884
4.208
68.966
6
0.825
3.928
72.894
7
0.704
3.352
76.246
8
0.635
3.026
79.272
9
0.548
2.609
81.881
10
0.500
2.379
84.260
11
0.461
2.196
86.456
12
0.411
1.956
88.413
13
0.378
1.800
90.213
14
0.351
1.671
91.885
15
0.331
1.574
93.459
16
0.297
1.415
94.874
17
0.257
1.222
96.096
18
0.238
1.133
97.229
19
0.221
1.052
98.281
20
0.187
0.890
99.171
21
0.174
0.829
100.000
Extraction Method: Principal Component Analysis.
% of
Variance
Cumulative
%
Total
% of
Variance
Cumulative
%
41.831
9.731
7.760
5.436
41.831
51.562
59.323
64.758
4.638
3.523
3.009
2.430
22.084
16.775
14.327
11.571
22.084
38.860
53.187
64.758
XXIII
Component Matrix(a)
Component
2
3
asr09
.805
-.027
-.266
asr11
.763
.262
-.075
rsp07
.750
.182
-.184
rsp06
.734
.174
-.282
rsp08
.714
-.134
-.314
tng21
.690
-.066
.260
emp13
.681
-.460
-.250
asr12
.658
.143
-.009
rli02
.640
.142
-.325
emp14
.634
-.464
-.167
tng19
.624
.279
.348
tng20
.622
-.119
.450
asr10
.622
.059
-.079
emp15
.621
-.584
-.035
rli01
.619
.512
.094
emp16
.608
-.519
.171
rli04
.602
.421
-.020
rli05
.572
-.089
-.090
tng17
.551
-.064
.635
tng18
.520
-.083
.544
rli03
.439
.507
-.016
Extraction Method: Principal Component Analysis.
a 4 components extracted.
1
4
-.159
-.205
-.295
-.194
-.179
-.198
.224
-.264
.124
.208
-.298
.018
-.026
.256
.249
-.065
.346
.197
.018
.127
.550
XXIV
3
4
rsp07
.790
.176
.176
.177
rsp06
.752
.240
.073
.242
asr11
.728
.128
.263
.289
asr09
.717
.430
.132
.167
rsp08
.656
.470
.061
.057
asr12
.637
.123
.291
.135
rli02
.505
.349
-.031
.415
asr10
.472
.276
.200
.240
emp15
.112
.841
.270
.039
emp13
.282
.827
.097
.125
emp14
.229
.778
.153
.090
emp16
.238
.608
.470
-.160
rli05
.270
.447
.162
.289
tng17
.110
.149
.811
.138
tng18
.052
.214
.709
.195
tng20
.208
.276
.682
.137
tng19
.544
-.106
.586
.166
tng21
.464
.241
.557
.051
rli03
.108
.058
.088
.854
rli04
.315
.125
.181
.715
rli01
.369
-.002
.290
.704
Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization.
a Rotation converged in 7 iterations.
XXV
Ph lc 4.2: Phn tch nhn t khm ph EFA cho thang o cht lng dch v ngn
hng in t theo m hnh SERVQUAL ln 2:
KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling
Adequacy.
Bartlett's Test of
Sphericity
Approx. Chi-Square
df
Sig.
Communalities
Initial
Extraction
rli01
1.000
.715
rli03
1.000
.787
rli04
1.000
.714
rsp06
1.000
.696
rsp07
1.000
.760
rsp08
1.000
.677
asr09
1.000
.770
asr11
1.000
.704
asr12
1.000
.518
emp13
1.000
.754
emp14
1.000
.723
emp15
1.000
.791
emp16
1.000
.671
tng17
1.000
.705
tng18
1.000
.634
tng20
1.000
.633
tng21
1.000
.594
Extraction Method: Principal Component Analysis.
.892
1924.354
136
.000
XXVI
Initial Eigenvalues
Component
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
Total
% of
Variance
Cumulative
%
7.373
1.955
1.483
1.035
0.858
0.646
0.563
0.457
0.431
0.362
0.349
0.333
0.284
0.259
0.234
0.199
0.177
43.370
11.499
8.725
6.090
5.045
3.802
3.313
2.690
2.535
2.131
2.055
1.958
1.672
1.525
1.379
1.173
1.039
43.370
54.869
63.593
69.683
74.728
78.530
81.843
84.533
87.068
89.199
91.254
93.213
94.885
96.410
97.789
98.961
100.000
Total
% of
Variance
Cumulative
%
Total
% of
Variance
Cumulative
%
7.373
1.955
1.483
1.035
43.370
11.499
8.725
6.090
43.370
54.869
63.593
69.683
3.888
3.155
2.616
2.188
22.868
18.558
15.387
12.869
22.868
41.427
56.814
69.683
Scree Plot
8
Eigenvalue
0
1
Component Number
10
11
12
13
14
15
16
17
XXVII
Component Matrix(a)
Component
1
2
3
asr09
.811
.023
-.329
asr11
.759
.289
-.113
rsp07
.741
.217
-.232
rsp06
.725
.207
-.298
rsp08
.722
-.090
-.379
emp13
.697
-.397
-.207
tng21
.695
-.060
.201
asr12
.654
.163
-.075
emp14
.650
-.422
-.156
emp15
.647
-.536
-.007
emp16
.640
-.505
.080
tng20
.633
-.121
.444
rli01
.601
.544
.178
rli04
.590
.469
.049
rli03
.432
.564
.127
tng17
.554
-.093
.615
tng18
.538
-.087
.575
Extraction Method: Principal Component Analysis.
a 4 components extracted.
4
-.048
-.181
-.331
-.196
-.062
.260
-.258
-.240
.314
.290
.029
-.142
.161
.379
.516
-.106
-.076
3
4
rsp07
.827
.133
.192
.148
rsp06
.773
.210
.093
.214
asr11
.724
.136
.248
.317
asr09
.713
.457
.092
.212
rsp08
.653
.492
.032
.090
asr12
.634
.130
.268
.165
emp15
.117
.834
.281
.051
emp14
.208
.804
.134
.121
emp13
.299
.798
.123
.112
emp16
.220
.664
.417
-.087
tng17
.105
.153
.805
.150
tng18
.098
.164
.756
.162
tng20
.246
.235
.711
.109
tng21
.478
.228
.556
.060
rli03
.110
.057
.074
.875
rli04
.294
.156
.130
.766
rli01
.379
-.023
.292
.697
Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization.
a Rotation converged in 6 iterations.
XXVIII
Ph lc 4.3: Phn tch nhn t khm ph EFA cho thang o cht lng dch v ngn
hng in t theo m hnh Cht lng k thut/ Cht lng chc nng ln 1:
KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling
Adequacy.
Bartlett's Test of
Sphericity
.916
Approx. Chi-Square
df
Sig.
1082.843
78
.000
Communalities
Initial
Extraction
fqu22
1.000
.526
fqu23
1.000
.560
fqu24
1.000
.523
fqu25
1.000
.678
fqu26
1.000
.592
fqu27
1.000
.536
tqu28
1.000
.597
tqu29
1.000
.553
tqu30
1.000
.461
tqu31
1.000
.590
tqu32
1.000
.506
tqu33
1.000
.598
tqu34
1.000
.519
Extraction Method: Principal Component Analysis.
Initial Eigenvalues
Component
1
2
3
4
5
6
7
8
9
10
11
12
13
Total
6.001
1.239
0.805
0.786
0.657
0.632
0.543
0.536
0.455
0.394
0.341
0.327
0.285
% of
Variance
46.159
9.534
6.195
6.043
5.052
4.863
4.174
4.119
3.500
3.030
2.626
2.513
2.191
Cumulative
%
46.159
55.693
61.888
67.931
72.983
77.846
82.020
86.139
89.639
92.670
95.296
97.809
100.000
Total
6.001
1.239
% of
Variance
46.159
9.534
Cumulative
%
46.159
55.693
% of
Variance
28.593
27.100
Cumulative
%
28.593
55.693
XXIX
Component Matrix(a)
Component
1
2
tqu28
.772
.040
fqu26
.764
-.091
tqu33
.759
.148
fqu25
.735
-.372
fqu23
.705
-.250
tqu31
.704
.307
fqu22
.690
-.224
tqu34
.671
.263
fqu27
.670
-.295
tqu30
.669
.117
tqu32
.569
.428
tqu29
.547
.504
fqu24
.517
-.506
Extraction Method: Principal Component Analysis.
a 2 components extracted.
2
fqu25
.788
.240
fqu24
.723
-.007
fqu27
.688
.252
fqu23
.682
.308
fqu22
.653
.317
fqu26
.614
.464
tqu29
.045
.742
tqu31
.296
.709
tqu32
.114
.702
tqu34
.302
.654
tqu33
.445
.632
tqu28
.529
.563
tqu30
.402
.548
Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization.
a Rotation converged in 3 iterations.
XXX
Ph lc 4.4: Phn tch nhn t khm ph EFA cho thang o cht lng dch v ngn
hng in t theo m hnh Cht lng k thut/ Cht lng chc nng ln 2:
KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling
Adequacy.
Bartlett's Test of
Sphericity
.899
Approx. Chi-Square
943.574
df
66
Sig.
.000
Communalities
fqu22
Initial
1.000
Extraction
.534
fqu23
1.000
.559
fqu24
1.000
.524
fqu25
1.000
.686
fqu26
1.000
.593
fqu27
1.000
.537
tqu29
1.000
.561
tqu30
1.000
.477
tqu31
1.000
.605
tqu32
1.000
.501
tqu33
1.000
.589
tqu34
1.000
.520
Extraction Method: Principal Component Analysis.
Initial Eigenvalues
Component
1
2
3
4
5
6
7
8
9
10
11
12
Total
5.450
1.238
0.802
0.765
0.656
0.631
0.536
0.534
0.427
0.343
0.328
0.289
% of
Variance
45.414
10.320
6.684
6.375
5.467
5.261
4.470
4.452
3.560
2.857
2.732
2.408
Cumulative
%
45.414
55.734
62.418
68.793
74.260
79.522
83.992
88.443
92.003
94.861
97.592
100.000
Total
5.450
1.238
% of
Variance
45.414
10.320
Cumulative
%
45.414
55.734
Total
3.466
3.223
% of
Variance
28.879
26.854
Cumulative
%
28.879
55.734
XXXI
Scree Plot
6
Eigenvalue
0
1
10
11
12
Component Number
Component Matrix(a)
Component
1
fqu26
.765
-.086
tqu33
.753
.149
fqu25
.743
-.366
tqu31
.712
.315
fqu23
.706
-.247
fqu22
.698
-.217
tqu30
.679
.126
fqu27
.672
-.292
tqu34
.670
.266
tqu32
.564
.428
tqu29
.549
.509
fqu24
.521
-.503
Extraction Method: Principal Component Analysis.
a 2 components extracted.
Rotated Component Matrix(a)
Component
1
fqu25
.792
.244
fqu24
.724
-.008
fqu27
.689
.249
fqu23
.683
.305
fqu22
.657
.321
fqu26
.616
.463
tqu29
.050
.747
tqu31
.301
.717
tqu32
.116
.698
tqu34
.305
.654
tqu33
.445
.625
tqu30
.408
.558
Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization.
a Rotation converged in 3 iterations.
XXXII
.704
Approx. Chi-Square
Df
Sig.
209.117
3
.000
Communalities
Initial
Extraction
sas35
1.000
.716
sas36
1.000
.790
sas37
1.000
.700
Extraction Method: Principal Component Analysis.
Total Variance Explained
Initial Eigenvalues
Component
Total
% of Variance Cumulative %
1
2.206
73.535
73.535
2
.467
15.568
89.103
3
.327
10.897
100.000
Extraction Method: Principal Component Analysis.
Scree Plot
2.5
2.0
1.5
Eigenvalue
1.0
.5
0.0
1
Component Number
XXXIII
Component Matrix(a)
Component
1
sas36
.889
sas35
.846
sas37
.837
Extraction Method: Principal Component Analysis.
a 1 components extracted.
Rotated Component Matrix(a)
a Only one component was extracted. The solution cannot be rotated.
XXXIV
SAS
Mean
5.2872
Std. Deviation
1.08601
RLI
5.4274
1.23139
195
RSP.ASR
5.1205
1.10172
195
EMP
4.2718
1.32574
195
TNG
5.1423
.99610
195
195
Correlations
Pearson
Correlation
Sig. (1-tailed)
SAS
SAS
1.000
RLI
.379
RSP.ASR
.593
EMP
.505
TNG
.609
RLI
.379
1.000
.540
.256
.422
RSP.ASR
.593
.540
1.000
.582
.545
EMP
.505
.256
.582
1.000
.543
TNG
.609
.422
.545
.543
1.000
SAS
.000
.000
.000
.000
RLI
.000
.000
.000
.000
RSP.ASR
.000
.000
.000
.000
EMP
.000
.000
.000
.000
TNG
.000
.000
.000
.000
SAS
195
195
195
195
195
RLI
195
195
195
195
195
RSP.ASR
195
195
195
195
195
EMP
195
195
195
195
195
TNG
195
195
195
195
195
Variables Entered/Removed(b)
Variables
Variables
Entered
Removed
TNG, RLI,
EMP,
.
RSP.ASR(a)
a All requested variables entered.
b Dependent Variable: SAS
Model
1
Method
Enter
Model Summary(b)
Change Statistics
Std.
Error of
R
R
Adjusted
the
Square
F
Square R Square Estimate
Model
R
Change
Change
df1
df2
1
0.690
0.476
0.465
0.79404
0.476
43.224
4
190
a. Predictors: (Constant), TNG, RLI, EMP, RSP.ASR
b. Dependent Variable: SAS
Sig. F
Change
0.000
XXXV
ANOVA(b)
Model
1
Sum of
Squares
109.011
Regression
Residual
df
119.796
Mean Square
27.253
190
.631
F
43.224
Sig.
.000(a)
Total
228.807
194
a Predictors: (Constant), TNG, RLI, EMP, RSP.ASR
b Dependent Variable: SAS
Coefficients(a)
Unstandardized
Coefficients
Model
1
Std.
Error
B
(Constant)
1.133
Standardized
Coefficients
Beta
0.339
Collinearity
Statistics
Correlations
Zeroorder
Sig.
3.340
0.001
Partial
Part
Tolerance
RLI
0.024
0.057
0.028
0.430
0.668
0.379
0.031
0.023
0.668
1.497
RSP.ASR
0.307
0.075
0.311
4.095
0.000
0.593
0.285
0.215
0.478
2.093
EMP
0.099
0.057
0.120
1.739
0.084
0.505
0.125
0.091
0.574
1.741
TNG
0.395
0.074
0.362
5.320
0.000
0.609
0.360
0.279
0.594
1.682
Collinearity Diagnostics(a)
Model
1
VIF
Variance Proportions
Eigenvalue
4.885
Condition
Index
1.000
(Constant)
0.00
RLI
0.00
RSP.ASR
0.00
EMP
0.00
TNG
0.00
0.056
9.300
0.05
0.13
0.00
0.60
0.00
0.026
13.681
0.45
0.46
0.06
0.02
0.10
0.016
17.263
0.17
0.18
0.56
0.02
0.48
0.016
17.583
0.32
0.23
0.38
0.36
0.42
Dimension
1
Predicted Value
Residual
Minimum
3.0370
Maximum
6.6548
Mean
5.2872
Std. Deviation
.74961
N
195
-2.1839
2.3262
.0000
.78581
195
-3.002
1.824
.000
1.000
195
Std. Residual
-2.750
2.930
.000
.990
195
XXXVI
Histogram
Dependent Variable: SAS
30
20
Frequency
10
5
.7
75
2.
25
2.
75
1.
25
1.
5
.2
5
- .2
5
- .7
5
.2
-1
5
.7
-1
5
.2
-2
5
.7
-2
XXXVII
Ph lc 5.2: Theo m hnh Cht lng k thut/ Cht lng chc nng:
Descriptive Statistics
SAS
Mean
5.2872
Std. Deviation
1.08601
FQU
5.4205
.91824
195
TQU
4.9479
1.07040
195
195
Correlations
Pearson
Correlation
Sig. (1-tailed)
SAS
SAS
1.000
FQU
.640
TQU
.704
FQU
.640
1.000
.650
TQU
.704
.650
1.000
SAS
.000
.000
FQU
.000
.000
TQU
.000
.000
SAS
195
195
195
FQU
195
195
195
TQU
195
195
195
Variables Entered/Removed(b)
Variables
Variables
Entered
Removed
TQU,
.
FQU(a)
a All requested variables entered.
b Dependent Variable: SAS
Model
1
Method
Enter
Model Summary(b)
Change Statistics
Model
1
R
0.744
R
Square
0.553
Adjusted
R
Square
0.549
Std. Error
of the
Estimate
0.72953
R
Square
Change
0.553
F
Change
118.955
df1
2
df2
192
Model
1
Sum of
Squares
126.621
Mean Square
63.310
102.186
192
.532
228.807
a Predictors: (Constant), TQU, FQU
b Dependent Variable: SAS
194
Regression
Residual
Total
df
F
118.955
Sig.
.000(a)
Sig. F
Change
0.000
XXXVIII
Coefficients(a)
Unstandardized
Coefficients
Model
1
Std.
Error
B
(Constant)
Standardized
Coefficients
Collinearity
Statistics
Correlations
t
Sig.
2.379
0.018
Beta
Zeroorder
Partial
Part
Tolerance
0.757
0.318
FQU
0.374
0.075
0.317
4.987
0.000
0.640
0.339
0.241
0.577
1.732
TQU
0.505
0.064
0.498
7.848
0.000
0.704
0.493
0.378
0.577
1.732
VIF
Variance Proportions
Eigenvalue
2.967
Condition
Index
1.000
(Constant)
0.00
FQU
0.00
TQU
0.00
0.023
11.480
0.62
0.00
0.55
0.011
16.671
0.38
1.00
0.45
Dimension
1
Std. Residual
-3.182
a Dependent Variable: SAS
SAS
3.00
Residuals Statistics(a)
Predicted Value
Minimum
2.4949
Maximum
6.8315
Mean
5.2872
Std. Deviation
.80789
Residual
N
195
-2.3215
2.0601
.0000
.72576
195
-3.456
1.911
.000
1.000
195
Std. Residual
-3.182
2.824
.000
.995
195
Histogram
Dependent Variable: SAS
30
20
Frequency
10
5
.7
75
2.
25
2.
75
1.
25
1.
5
.2
5
- .2
5
- .7
5
.2
-1
5
.7
-1
5
.2
-2
5
.7
-2
5
.2
-3
XXXIX
PH LC 6: THNG K M T
Descriptive Statistics
RLI
N
195
Minimum
1.00
Maximum
7.00
Mean
5.4274
Std. Deviation
1.23139
RSP.ASR
195
1.83
7.00
5.1205
1.10172
EMP
195
1.00
7.00
4.2718
1.32574
TNG
195
2.00
7.00
5.1423
.99610
FQU
195
2.17
7.00
5.4205
.91824
TQU
195
1.83
6.83
4.9479
1.07040
SAS
195
2.00
7.00
5.2872
1.08601
Valid N (listwise)
195
Descriptive Statistics
fqu22
N
195
Minimum
1
Maximum
7
Mean
5.3897
Std. Deviation
1.248
fqu23
195
5.2359
1.165
fqu24
195
5.9641
1.119
fqu25
195
5.3897
1.277
fqu26
195
4.9949
1.326
fqu27
195
5.5487
1.215
Valid N (listwise)
195
Descriptive Statistics
fqu22
N
195
Minimum
1
Maximum
7
Mean
5.3897
Std. Deviation
1.248
fqu23
195
5.2359
1.165
fqu24
195
5.9641
1.119
fqu25
195
5.3897
1.277
fqu26
195
4.9949
1.326
fqu27
195
5.5487
1.215
Valid N (listwise)
195