1

B GIO DC V O TO I HC NNG

INH QUANG TUN

NGHIN CU S HI LNG CA KHCH HNG S DNG DCH V TR LNG QUA TI KHON TI CC NGN HNG TRN A BN THNH PH KON TUM

Chuyn ngnh: Qun tr kinh doanh M s: 60.34.05

TM TT LUN VN THC S QUN TR KINH DOANH

Nng - Nm 2011

Cng trnh c hon thnh ti I HC NNG

Ngi hng dn khoa hc: PGS.TS. Nguyn Trng Sn

Phn bin 1: TS. on Gia Dng

Phn bin 2: GS. TSKH. Lng Xun Qu

Lun vn c bo v ti Hi ng chm Lun vn tt nghip Thc s Qun tr kinh doanh hp ti i hc Nng vo ngy 10 thng 10 nm 2011.

C th tm hiu lun vn ti: - Trung tm thng tin - Hc liu, i hc Nng. - Th vin Trng i hc Kinh T, i hc Nng.

1 M U 1. Tnh cp thit ca ti ti Nghin cu s hi lng khch hng s dng dch v tr lng qua ti khon ti cc ngn hng trn a bn thnh ph Kon Tum c hnh thnh trn c s mong mun tm hiu, kho st v xc nh thc t mc cm nhn ca khch hng v cht lng dch v v phng thc cung cp dch v n khch hng ca cc ngn hng trn a bn thnh ph Kon Tum. Nghin cu s hi lng ca khch hng s dng dch v tr lng qua ti khon l mt yu cu cn thit cc NHTM nng cao cht lng dch v tr lng qua ti khon, ng thi vic nghin cu cn gip Chi nhnh NHNN tnh Kon Tum nh gi c nhng tn ti, kh khn trong qu trnh trin khai thc hin tr lng qua ti khon trn a bn, pht huy nhng kinh nghim tt v khc phc nhng im cn bt cp qua ba nm trin khai thc hin tr lng qua ti khon theo ch o ti Ch th 20 ca Th tng chnh ph. 2. Mc tiu nghin cu: - Xc nh cc yu t o lng cht lng dch v tr lng qua ti khon v s hi lng ca cc khch hng s dng dch v tr lng qua ti khan. - Xy dng m hnh nghin cu o lng s hi lng ca khch hng da trn vic tm hiu cc nhn t tc ng n s hi lng khch hng. - Xy dng v iu chnh thang o s hi lng i vi dch v tr lng qua ti khon. - nh gi mc hi lng ca khch hng i vi dch v tr lng qua ti khon.

2 - xut mt s gii php nng cao cht lng v s hi lng ca khch hng. 3. i tng v phm vi nghin cu: i tng nghin cu l nhng khch hng s dng dch v tr lng qua ti khon ang s dng dch v tr lng qua ti khon ti cc chi nhnh ngn hng thng mi trn a bn thnh ph Kon Tum - tnh Kon Tum. Phm vi ti l lnh vc dch v tr lng qua ti khon ca cc ngn hng trn a bn thnh ph Kon Tum. 4. Phng php nghin cu Trn c s cc nghin cu l thuyt v cht lng dch v v cc nhn t tc ng n s hi lng ca khch hng, nghin cu ngh thu thp nhng thng tin lin quan n cc yu t tc ng n cht lng dch v tr lng qua ti khon v s hi lng ca khch hng ti cc ngn hng trn a bn thnh ph Kon Tum. Sau , s dng kt hp cc nhiu phng php nghin cu nh: ti liu, phng vn, iu tra, thng k, phn tch, tng hp. Da trn s liu thu thp c, tc gi s s dng cng c SPSS x l d liu v xc nh cc nhn t nh hng n s hi lng ca khch hng.. Cui cng, xc nh m hnh hon chnh v s hi lng ca khch hng sau khi kim nh . 5. ngha khoa hc v thc tin ca ti Xc nh mt cch y v chnh xc hn cc yu t tc ng n s hi lng ca khch hng, qua cc ngn hng s c nhng ci thn thch hp nhm nng cao hn cht lng dch v v s hi lng ca khch hng, gp phn thc hin tt ch trng ca Chnh ph v tr lng qua ti khon. Ngoi ra, trn c s nghin cu, tc gi xut mt s bin php nng cao s hi lng ca khch hng.

3 6. Kt cu ca ti Lun vn c chia thnh 5 chng, c th nh sau : - M u : Tng quan v ti nghin cu. - Chng 1: C s l thuyt v thc tin v s hi lng ca khch hng. - Chng 2: Thc trng tnh hnh tr lng qua ti khon ti cc ngn hng v s cn thit nghin cu s hi lng khch hng. - Chng 3: Phng php nghin cu - Chng 4: Kt qu nghin cu. - Chng 5: Mt s xut, kin ngh. - Kt lun.

4 Chng 1 C S L THUYT V THC TIN V S HI LNG CA KHCH HNG 1.1. Dch v 1.1.1. Khi nim dch v Theo Valarie A Zeithaml v Mary J Bitner (2000) th dch v l nhng hnh vi, qu trnh v cch thc thc hin mt cng vic no nhm to gi tr s dng cho khch hng lm tha mn nhu cu v mong i ca khch hng 1.1.2. c tnh dch v 1.1.2.1. Tnh v hnh 1.1.2.2. Tnh khng ng nht 1.1.2.3. Tnh khng th tch ri 1.1.2.4. Tnh khng th ct tr 1.2. Cht lng dch v 1.2.1. Khi nim cht lng dch v v cht lng cm nhn 1.2.2. c im cht lng dch v 1.2.3. o lng cht lng cm nhn 1.2.4. Cc nhn t quyt nh cht lng dch v 1.2.5. Cc m hnh o lng v cht lng dch v 1.2.5.1. M hnh FSQ and TSQ (Gronroos,1984) 1.2.5.2. M hnh SERVQUAL (Parasuraman, 1988) M hnh SERVQUAL c xy dng da trn quan im cht lng dch v cm nhn l s so snh gia cc gi tr k vng/mong i v cc gi tr khch hng cm nhn c. SERVQUAL xem xt hai kha cnh ch yu ca cht lng dch v l kt qu dch v v cung cp dch v c nghin cu thng qua

5 22 thang o thuc ca 5 tiu ch: Tin cy, p ng, Phng tin hu hnh, Nng lc phc v, Cm thng. 1.2.5.3. M hnh SERVPERF (Cronin and Taylor, 1992) M hnh SERVPERF c pht trin da trn nn tng ca m hnh SERVQUAL nhng o lng cht lng dch v trn c s nh gi cht lng dch v thc hin c ch khng phi l khong cch gia cht lng k vng v cht lng cm nhn. 1.3. S hi lng khch hng s dng dch v 1.3.1. Khi nim v phn loi s hi lng khch hng 1.3.1.1. Khi nim S hi lng ca khch hng chnh l trng thi/cm nhn ca khch hng i vi nh cung cp dch v sau khi s dng dch v. Kotler (2000) : s hi lng c xc nh trn c s so snh gia kt qu nhn c t dch v v mong i ca khch hng. 1.3.1.2. Phn loi s hi lng ca khch hng 1.3.2. Quan h gia cht lng dch v v s hi lng ca khch hng Cht lng dch v l nhn t tc ng nhiu nht n s hi lng ca khch hng (Cronin v Taylor, 1992; Yavas et al, 1997; Ahmad v Kamal, 2002). Cht lng dch v v s hi lng ca khch hng c quan h tng h cht ch vi nhau, trong cht lng dch v l ci c to ra trc v sau quyt nh n s hi lng ca khch hng. 1.3.3. S khc bit gia cht lng dch v v s hi lng ca khch hng Tm hiu s khc bit ny s gip hn ch c s nhm ln gia vic xc nh cc nhn t quyt nh cht lng dch v v cc nhn t tc ng n s hi lng khch hng.

6 1.3.4. Gi c v s hi lng ca khch hng 1.3.4.1. nh hng ca gi c n s hi lng ca khch hng Zeithaml and Bitner (2000) cho rng ga ca dch v c th nh hng rt ln vo nhn thc v cht lng dch v, hi lng v ga tr. Mt s nh nghin cu tm thy rng c mi quan h c ngha gia gi c v hi lng khch hng v cho rng gi c v s hi lng khch hng c mi quan h su sc vi nhau. 1.3.4.2. Quan h gia lng gi c, gi tr v gi c cm nhn Chnh gi c cm nhn mi l nhn t tc ng n s hi lng ca khch hng. Trong phm vi bi vit ny, yu t gi c c xem xt chnh l tnh cnh tranh ca gi c cm nhn. 1.3.5. Mc tiu v ng dng vic nghin cu s hi lng khch hng 1.4. Cc m hnh nghin cu s hi lng khch hng 1.4.1. M hnh ch s hi lng ca khch hng (CSI Model) Ch s hi lng ca khch hng bao gm cc bin s c trng cho sn phm dch v. Xung quanh cc bin s ny l h thng cc mi quan h nhn qu xut pht t nhng bin s khi to nh s mong i ca khch hng, hnh nh doanh nghip v sn phm, cht lng cm nhn v gi tr cm nhn v sn phm hoc dch v km theo n cc bin s kt qu ca s hi lng nh s trung thnh hay s than phin ca khch hng. 1.4.1.1. M hnh nghin cu s hi lng khch hng ca M 1.4.1.2. M hnh nghin cu s hi lng khch hng ca Chu u 1.4.1.3. M hnh ch s hi lng khch hng Vit Nam trong lnh vc ngn hng 1.4.2. M hnh hi lng khch hng ca Parasuraman

7 Theo m hnh SERVQUAL, cht lng dch v c xc nh l chnh lch gia mc cm nhn tr i gi tr k vng. S tho mn chc nng t c khi khch hng s dng sn phm dch v t cht lng vi gi c hp l. V vy, s tho mn chc nng ch yu ph thuc vo cng dng v gi c dch v. 1.4.3. M hnh nghin cu s hi lng khch hng ServPerf Cronin v Taylor (1992) cho rng mc cm nhn ca khch hng i vi s thc hin dch v ca doanh nghip phn nh tt nht cht lng dch v. Theo m hnh ServPerf th cht lng dch v chnh l mc cm nhn. 1.5. Gii thiu mt s cng trnh nghin cu v cht lng dch v v s hi lng ca khch hng trong lnh vc dch v ngn hng Vit Nam 1.5.1. M hnh nh gi mc hi lng ca khch hng i vi dch v th ATM trn a bn thnh ph Cn Th 1.5.2. M hnh o lng cht lng dch v gi tin tit kim ti Agribank 1.5.3. M hnh nh gi cht lng dch v ti Chi nhnh NHNo&PTNT Vnh Linh 1.5.4. Xy dng thang o cht lng dch v trong lnh vc ngn hng Nghin cu ca GS. TS. Trng B Thanh v TS. L Vn Huy - i hc Nng (2010), kt qu nghin cu xy dng c Thang o cht lng dch v ngn hng gm 6 bin tim n (thnh phn) : (1) Thnh phn ng cm v p ng, (2) Thnh phn m bo, (3) Thnh phn tin cy v qu trnh cung cp dch v, (4) Thnh phn hu hnh, (5) Thnh phn tin cy v li ha vi khch hng, (6) Thnh phn mng li chi nhnh v ATM.

8 Chng 2 THC TRNG TNH HNH TR LNG QUA TI KHON TI CC NGN HNG V S CN THIT NGHIN CU S HI LNG KHCH HNG 2.1. Tng quan v dch v tr lng qua ti khon 2.1.1. Gii thiu v dch v tr lng qua ti khon 2.1.2. Quy trnh tr lng qua ti khon ti cc ngn hng 2.1.2.1. Hp ng dch v tr lng qua ti khon 2.1.2.2. Quy trnh thc hin dch v 2.1.3. u im v hn ch khi thc hin tr lng tr lng qua ti khon 2.1.3.1. u im a) u im v mt kinh t - x hi b) u im i vi cc ngn hng thng mi c) u im i vi c quan, n v tr lng d) u im i vi ngi nhn lng qua ti khon 2.1.3.2. Nhng hn ch 2.2. Cng tc ch o trin khai tr lng qua ti khon ca Chi nhnh NHNN tnh Kon Tum qua 3 nm (2008 -2010) 2.2.1. Giai on bt u trin khai nm 2008 y l giai on u tin (giai oan 1) , Chi nhnh NHNN tnh Kon Tum tham mu cho UBND tnh t chc ch o trin khai tr lng qua ti khan trn a bn thnh ph Kon Tum. 2.2.2. Giai on trin khai nm 2009 Giai on 2 vi mc tiu trng tm nng cao cht lng cung ng dch v tr lng qua ti khon, gia tng cc tin ch pht

9 trin thanh ton khng dng tin mt v pht trin sn phm, dch v gi tr gia tng i km. 2.2.3. Giai on trin khai nm 2010 Tip tc thc hin mc tiu ca giai on 2, ng thi tin hnh tng kt 3 nm thc hin tr lng qua ti khon v nghin cu, kho st m rng a bn trin khai. 2.3. Cng tc gim st v ch o cc ngn hng nng cao cht lng, hiu qu cung ng dch v tr lng qua ti khon 2.4. Kt qu trin khai c th - n thi im 31/12/2010, t l n v thc hin tr lng qua ti khon trn a bn thnh ph Kon Tum t 91,4%. - Ch tiu ca NHNN Vit Nam giao cho cc ngn hng tnh Kon Tum cha t yu cu : Ch tiu t l s n v hng lng t Ngn sch Nh nc thc hin tr lng qua ti khon trn a bn ton tnh n cui nm 2010 l 41,7%, trn thc t l trn ch t 34,8%. 2.5. Nhng kh khn, vng mc trong qu trnh trin khai thc hin tr lng qua ti khon 2.5.1. Nhng kh khn, vng mc c khc phc 2.5.2. Nhng kh khn, vng mc cn tn ti v nhng vn mi pht sinh 2.6. S cn thit nghin cu s hi lng ca khch hng s dng dch v tr lng qua ti khon 2.6.1. Thc trng cng tc nghin cu s hi lng ti cc ngn hng Cha c s u t, quan tm ng mc i vi nghin cu s hi lng khch hng s dng dch v ngn hng.

10 2.6.2. Du hiu v nguyn nhn khng hi lng ca khch hng s dng dch v 2.6.2.1. Du hiu khng hi lng ca khch hng 2.6.2.2. Nguyn nhn ca s khng hi lng 2.6.3. Tm quan trng ca vic nghin cu nghin cu s hi lng khch hng 2.6.3.1. i vi cc ngn hng cung cp dch v Gip cho ngn hng xc nh v tm ra c nguyn nhn nng cao s hi lng v duy tr khch hng, tm ra cc gii php hon thin dch v v phc v khch hng c tt hn. 2.6.3.2. i vi chnh quyn a phng Nghin cu s hi lng gip cho Chi nhnh NHNN tnh Kon Tum nh gi c nhng tn ti, kh khn trong qu trnh trin khai thc hin trn a bn, qua tham mu cho UBND tnh Kon Tum ch o khc phc cc kh khn, vng mc trong thi gian qua, c bin php nng cao cht lng dch v tr lng qua ti khon, tng t l s n v thc hin tr lng qua ti khon. 2.7. Cc nhn t nh hng n s hi lng ca khch hng s dng dch v v m hnh l thuyt c la chn 2.8.1. Cc nhn t nh hng n s hi lng ca khch hng 2.7.1.1. Hu hnh Hu hnh chnh l nhng hnh nh, v bn ngoi ca ngn hng, tc ng trc tip vo th gic khch hng. 2.7.1.2. m bo Thnh phn ny bao gm cc yu t ni ln s m bo, s tin tng m ngn hng to dng c i vi khch hng. Khch hng cm nhn thng qua danh ting, thng hiu ngn hng; s phc v chuyn nghip ca nhn vin; kin thc chuyn mn gii

11 ca cn b; phong thi lch thip v kh nng giao tip tt; s an ton trong giao dch vi ngn hng nh , khch hng cm thy an tm khi s dng dch v ca ngn hng. 2.7.1.3. Tin cy v qu trnh cung cp dch v S tin cy v qu trnh cung cp dch v ni ln kh nng cung ng dch v ca ngn hng chnh xc, t sai st, k c t ln cung cp dch v u tin; cung cp dch v ng gi, ng hn; quan tm gii quyt tt cc vn ca khch hng Tt c cc vn trn i hi s nht qun, khoa hc v chuyn nghip trong qu trnh thc hin dch v. 2.7.1.4. Tin cy v li ha vi khch hng Khch hng mua sn phm hoc dch v da trn li ha ca ngn hng i vi khch hng trc . Khch hng s theo ui, duy tr mi quan h lu di vi ngn hng m h t nim tin mua sn phm/dch v cn thit theo ng gi tr m h mong mun nhn c v hnh thnh mi quan h lu di. 2.7.1.5. ng cm v p ng - S ng cm chnh l s quan tm, chm sc khch hng n cn, dnh cho khch hng s i x chu o tt nht c th, tm hiu cc nhu cu ca khch hng qun tm - S p ng l s phn hi t pha ngn hng, nh cung cp dch v i vi nhng g m khch hng mong mun, l kh nng cung cp, p ng yu cu dch v ca khch hng. 2.7.1.6. Mng li Quy m mng li ca ngn hng rng ln s gip khch hng tip cn vi ngn hng c nhanh chng, thun tin. 2.7.1.7. Gi c dch v

12 Vic khch hng phi tr nhiu loi ph khi s dng dch v tr lng qua ti khon v mc li sut ngn hng tr cho khch hng c cho l mt yu t tc ng n s hi lng ca khch hng cn xem xt. 2.7.2. La chn m hnh nghin cu Qua tham kho t cc nghin cu v s hi lng khch hng, tc gi xut xy dng m hnh nghin cu s hi lng khch hng i vi dch v tr lng qua ti khon da trn nghin cu ca Parasuraman v cng s (1988) v nghin cu ca GS. TS. Trng B Thanh v TS. L Vn Huy v xy dng thang o cht lng dch v trong lnh vc ngn hng. Nghin cu ny ch nghin cu, nh gi s thc hin theo thang o SERVPERF ca Cronin v Taylor (1992).

Hnh 2.1. M hnh l thuyt v s hi lng ca khch hng s dng dch v tr lng qua ti khon.

M hnh c vit li di dng phng trnh nh sau : Y = a0 + a1*X1 + a2*X2 + a3*X3 + a4*X4 + a5*X5 + a6*X6 + a7*X7+

13 Chng 3 PHNG PHP NGHIN CU 3.1. Quy trnh nghin cu

Hnh 3.1. Quy trnh nghin cu s hi lng khch hngs dng dch v tr lng qua ti khon.

3.2. Thit k nghin cu. 3.2.1. Nghin cu nh tnh (nghin cu khm ph) 3.2.1.1. Nghin cu nh tnh ln 1 p dng phng php chuyn gia, 3.2.1.2. Nghin cu nh tnh ln 2 Thng qua vic trao i vi nhng khch hng s dng dch v thng qua k thut phng vn v hnh thc tho lun nhm tm hiu cc yu t c th c nh hng n s hi lng ca khch hng. 3.2.1.3. Thit k bng cu hi kho st 3.2.1.4. Xy dng thang o tc gi mi cc chuyn vin cc ngn hng ng gp kin cho nghin cu.

14 Thang o s hi lng khch hng i vi dch v tr lng qua ti khon c xy dng gm 32 bin quan st. 3.2.2. Nghin cu chnh thc (nghin cu nh lng) 3.2.2.1. Mu nghin cu S dng phng php chn mu ngu nhin phn tng (chn mu xc sut), phn chia tng th (ton b cc khch hng s dch) thnh cc t theo tiu thc tn ngn hng phc v. Kch thc mu d tnh n= 250. Bng cu hi s dng thang o likert 7 mc , quy c l : 1 : hon ton khng ng ; 2: rt khng ng ; 3 : khng ng ; 4 : phn vn; 5: ng ; 6 : rt ng ; 7 : hon ton ng . 3.2.2.2. iu tra v thu thp, x l s liu 3.2.3. Cc thang o v m ho thang o 3.2.3.1. Cc thang o thnh phn tc ng n s hi lng ca khch hng
Bng 3.2. Bng tng hp cc thang o c m ha.
TT Bin

1 2 3

HH.1 HH.2 HH.3

4 5 6 7 8 9

DB.1 DB.2 DB.3 DB.4 DB.5 DB.6

Din gii ni dung THNH PHN HU HNH Giao din my ATM th hin y cc mc chn cn thit. My rt tin t ng ca ngn hng phc v bn hin i Dch v tr lng ca bn km theo nhiu dch v tin ch THNH PHN M BO Ngn hng phc v bn c danh ting v kh nng phc v Cc x l trong qu trnh phc v ca ngn hng to s tin cy cho bn. Nhn vin ngn hng c kin thc chuyn mn gii quyt cc khiu ni, thc mc ca bn. Nhn vin ngn hng lch thip, nh nhn Bn cm thy m bo an ton khi giao dch ti my ATM Ngn hng bo mt tt thng tin ti khon, giao dch cho bn.

15
THNH PHN TIN CY V QU TRNH CUNG CP DCH V Ngn hng thc hin dch v tr lng ng ngay t ln u tin. TC_I.1 Ngn hng cung cp dch v m bo khng hoc t sai st. TC_I.2 Nhn vin ngn hng x l giao dch cho bn thnh tho. TC_I.3 Ngn hng quan tm gii quyt kp thi khiu ni, vng mc. TC_I.4 Khi c s thay i, ngn hng thng bo cho bn bit kp thi. TC_I.5 THNH PHN TIN CY V LI HA VI KHCH HNG Ngn hng cung cp dch v tr lng ng cht lng nh gii thiu v cam kt . TC_II.1 Ngn hng nhanh chng chuyn lng vo ti khan TC_II.2 Ho n chng t giao dch cung cp y , r rng. TC_II.3 THNH PHN NG CM V P NG DC_DU.1 Ngn hng c nhn vin phc trch hoc ng dy nng DC_DU.2 Nhn vin ngn hng sn sng gip bn. DC_DU.3 Nhn vin ngn hng thng xuyn hi thm khch hng. DC_DU.4 Ngn hng th hin s quan tm c th n bn DC_DU.5 My ATM ca ngn hng lun hot ng 24/24h. DC_DU.6 Thi gian thc hin giao dch nhanh chng. DC_DU.7 Bn khng phi tm my ATM khc v my ngng phc v. THNH PHN MNG LI Ngn hng c mng li my ATM rng khp ML.1 Ngn hng phc v bn c nhiu my ATM v POS. ML.2 My ATM ca ngn hng t v tr thun li, d tip cn. ML.3 THNH PHN GI C Cc loi ph m ngn hng thu theo bn l hp l GC.1 Li sut m ngn hng tnh i vi s d ti khon l hp l. GC.2

10 11 12 13 14

15 16 17 18 19 20 21 22 23 24

25 26 27

28 29

3.2.3.2. Thang o mc hi lng chung S dng 3 tiu ch lng s hi lng ca khch hng : - Tng th cht lng dch v p ng yu cu khch hng. - Mc hi lng ca khch hng. - Tip tc s dng dch v hoc gii thiu cho ngi th ba. 3.2.4. Cc bc x l s liu bng phn mm SPSS

16 Chng 4 KT QU NGHIN CU 4.1. M t phng php thu thp thng tin v c mu Tc gi lp 250 bng cu hi thu thp thng tin t khch hng ( t tiu chun 5 mu cho mt bin quan st). Tng s bng cu hi c pht ra l 250 bng, thu v l 222 bng (t l 89%). Sau khi kim tra v nhp liu, c 20 bng khng hp l, ch c 202 bng cu hi hp l c s dng lm d liu cho nghin cu. 4.2. Kt qu thng k m t 4.2.1. c im khch hng Mc ch : Nhm xc nh nh hng ca nhng khc bit gia cc nhm khch hng (gii tnh, nhm tui, trnh chuyn mn, thi gian s dng dch v, thu nhp) lin quan n s hi lng. 4.2.2. Trung bnh v Mode ca cc cu tr li Gi tr trung bnh v mode cc cu tr li ca khch hng c trnh by ti Bng 4.1. Hu ht cc cu tr li ca khch hng u mc trung bnh trong thang o likert 7 mc . 4.3. nh gi thang o bng h s tin cy Cronbachs Alpha. Tiu chun nh gi : Cc bin c h s tng quan bintng nh hn 0.3 s b loi v tiu chun chn thang o khi n c tin cy Cronbachs Alpha t 0.6 tr ln. 4.3.1. nh gi cc thang o cho cc bin c lp Sau khi kim tra mc tin cy bng Cronbachs Alpha theo tiu chun nh gi trn, c 27 bin quan st m bo tin cy, c 2 bin b loi (bin HH.1 v TC_I.5). Cc thang o thnh phn nh sau : 4.3.1.1. Thnh phn Hu hnh (HH) 4.3.1.2. Thnh phn m bo (DB)

17 4.3.1.3. Thnh phn Tin cy v qu trnh cung cp dch v (TC_I) 4.3.1.4. Thnh phn Tin cy v li ha vi khch hng (TC_II) 4.3.1.5. Thnh phn ng cm v p ng (DC_DU) 4.3.1.6. Thnh phn Mng li (ML) 4.3.1.7. Thnh phn Gi c (GC) 4.3.2. nh gi cc thang o cho bin ph thuc (s hi lng) H s Cronbachs Alpha (0.807) v cc h s tng quan bin tng ca cc bin p ng yu cu phn tch. Thnh phn S hi lng gm 3 bin: HL.1, HL.2, HL.3. 4.4. nh gi thang o bng phn tch nhn t khm ph (EFA) Phn tch nhn t c thc hin vi php trch Principle Component, php xoay Varimax v cc tiu chun Community 0.5, h s ti nhn t (Factor loading) 0.5, Eigenvalue 1, tng phng sai trch 0.5 (50%) v h s KMO 0.5 m bo d liu ph hp cho phn tch nhn t. 4.4.1. Thang o lng cc bin c lp Trong ln phn tch nhn t ln 1, bin HH.2 c h s ti (factor loading) bng 0.470 < 0.5 nn loi bin ny ra khi qu trnh phn tch. Kt qu phn thch ln 2 cho thy cc iu kin a ra u t yu cu, phn tch nhn t trch c 6 nhn t t 26 bin quan st v vi phng sai trch l 71.358% (> 50%) c ngha l 71.358% s bin thin ca d liu c gii thch bng 06 nhn t trn. Kt thc qu trnh EFA, cc thnh phn m bo, Tin cy v qu trnh cung cp dch v, Tin cy v li ha vi khch hng, ng cm v p ng , Mng li c gi nguyn tn; thm thnh phn mi c tn Gi c v Dch v gia tng (nhn t mi c

18 nhm gp t cc bin v t li tn) gm cc item sau: GC.1, GC.2, HH.3. 4.4.2. Thang o lng s hi lng Thang o s hi lng gm 03 bin quan st. Kt qu phn tch nhn t, cc ch tiu u tho mn yu cu ca phn tch nhn t. 4.5. M hnh hiu chnh Hon thnh qu trnh phn tch nhn t, ta c m hnh nghin cu s hi lng khch hng hiu chnh ln 1 vi 6 gi thit cn c kim nh (H1, H2, H3, H4, H5, H6) tng ng vi 6 nhn t thnh phn c quan h thun chiu vi s hi lng khch hng . 4.6. Phn tch hi quy bi 4.6.1. Ma trn tng quan gia cc nhn t Thc hin vic phn tch h s tng quan cho 7 bin, gm 6 bin c lp v 1 bin ph thuc (mc hi lng chung) vi h s Pearson v kim nh 1 pha (1-tailed) vi mc ngha 0.01. Qua bng 4.3 cho thy cho thy tt c cc bin c tng quan vi bin ph thuc. Cc iu kin t ra u tho mn, c th kt lun rng khng xy ra hin tng a cng tuyn. 4.6.2. Phn tch hi quy 4.6.2.1. Thng k m t cc bin hi quy Nhn t m bo (DB) c gi tr trung bnh = 4.79, Tin cy v qu trnh cung cp dch v (TC_I) c gi tr trung bnh = 4.55, Tin cy v li ha vi khch hng (TC_II) c gi tr trung bnh = 4.46, ng cm v p ng (DC_DU) c gi tr trung bnh = 3.49, Mng li (ML) c gi tr trung bnh = 4.20 v Gi c v Dch v gia tng (GC_DVGT) c gi tr trung bnh = 3.27. Cc gi tr trung bnh trn cho thy a s khch hng nh gi mc phn vn

19 hay bnh thng v s hi lng (im s khong xung quanh gi tr 4 ), c ngha l cha tht s hi lng khi s dng dch v. 4.6.2.2. M hnh hi quy Sau khi kim tra gi tr Sig ca m hnh, m hnh hi quy (sp xp theo th t h s Beta) nh sau : HL = 0.495 + 0.251*TC_I + 0.223*DC_DU + 0.204*GC_DVGT+ + 0.180*ML + 0.169*DB + 0.159*TC_II

Hnh 4.2. M hnh nghin cu s hi lng khch hng s dng dch v tr lng qua ti khon sau cng.

4.6.3. Kim nh m hnh hi quy 4.6.3.1. Kim tra hin tng a cng tuyn Cc bin u c h s phng i phng sai VIF rt nh (t 1.2 n 2.5), cho thy cc bin c lp ny khng c quan h cht ch vi nhau nn khng c hin tng a cng tuyn xy ra 4.6.3.2. Kim nh ph hp ca m hnh C th kt lun m hnh hi quy tuyn tnh bi ph hp vi tp d liu v c th s dng c. - 82.3 % mc hi lng quan st c th c gii thch bi s khc bit ca 06 thnh phn ca m hnh ( t R2 hiu chnh) .

20 - Kim tra phn d c th kt lun rng gi thit phn phi chun khng b vi phm khi s dng phng php hi quy bi. 4.6.3.3. Kim nh gi thit M hnh nghin cu tn ti 6 gi thit H1, H2, H3, H4, H5, H6. Cc h s Beta chun ho ca c 6 nhn t trong m hnh u dng, chng t mi quan h gia s hi lng khch hng v tng nhn t thnh phn l cng chiu, ngha l mi nhn t c khch hng nh gi cng cao th s hi lng khch hng cng cao v ngc li. 4.6.3.4. Kim tra hin tng t tng quan Tc gi s dng thng k Durbin - Watson. Vi c mu n = 202, vi 6 bc t do, tra bng kt qu Durbin - Watson d = 2.018: M hnh khng tn ti hin tng t tng quan. 4.7. Phn tch phng sai mt yu t Tc gi s dng kim nh Levene Test kim nh s bng nhau ca cc phng sai nhm. Cn c vo gi tr sig. thng k Levene, kt qu phn tch ANOVA (gi tr sig. v gi tr F) c c s chp nhn hay bc b cc gi thit Ho, H1. 4.7.1. Phn tch phng sai mt yu t v gii tnh 4.7.2. Phn tch phng sai mt yu t v nhm tui 4.7.3. Phn tch phng sai mt yu t v trnh vn ho, chuyn mn 4.7.4. Phn tch phng sai mt yu t thi gian s dng dch v 4.7.5. Phn tch phng sai mt yu t v thu nhp bnh qun Cc kt qu phn tch trn s l cn c tc gi xut gii php nng cao s hi lng ca khch hng theo tng nhm c im khch hng.

21 Chng 5 MT S GII PHP, KIN NGH 5.1. Kt lun v tin xy dng s gii php nng cao s hi lng M hnh nghin cu cho thy hu ht cc thnh phn ca thang o cht lng dch v ngn hng u c mt trong m hnh v c quan h cht ch n s hi lng ca khch hng. nh gi chung cho thy, cc thnh phn c mt trong m hnh c gi tr trung bnh thp, hu ht xoay quanh gi tr mc 4 (mc phn vn) trong thang o Likert 7 mc , nn c th nh gi l khch hng cn cha hi lng v dch v. Tm ra nguyn nhn chnh lm cho s hi lng ca khch hng v tng th b nh gi thp ( mt s thnh phn ca m hnh c nh hng ln n s hi lng ca khch hng,). 5.2. xut mt s gii php nng cao mc hi lng khch hng 5.2.1. o to, hun luyn i ng cn b nhn vin ngn hng 5.2.2. Pht trin mng li i i vi pht trin cc dch v gia tng 5.2.3. Xy dng cc loi ph hp l va m bo kh nng cnh tranh va m bo hi ho li ch gia ngn hng v khch hng 5.2.4. Tng cng cc bin php an ton cho khch hng s dng dch v 5.2.5. Xy dng chnh sch qun l khiu ni ca khch hng 5.2.6. Nng cao cht lng dch v tr lng qua ti khon 5.3. Kin ngh 5.3.1. i vi Ngn hng Nh nc Trung ng

22 - T chc theo di tnh hnh trin khai tr lng qua ti khon; ch o khc phc cc hn ch, cc vng mc pht sinh. - Phi hp cht ch vi B Thng tin v Truyn thng, cc c quan thng tn y mnh cng tc tuyn truyn v dch v. - Nghin cu pht trin cc loi hnh dch v thanh ton khng dng tin mt. Xy dng chnh sch gi c dch v hp l. - Ch o cc t chc cung ng dch v c cc bin php ngn nga, phng, chng ti phm trong lnh vc ngn hng. - Phi hp vi B Ti chnh ban hnh cc chnh sch i ng v thu khuyn khch thanh ton khng dng tin mt. 5.3.2. i vi UBND tnh Kon Tum v cc n v c lin quan - UBND tnh Kon Tum c s ch o c th t c quan tham mu v v tnh hnh thc t ti a phng. - Cc n v c s ch o thng nht theo h thng m bo trin khai tr lng qua ti khon theo ng l trnh. 5.3.3. i vi cc ngn hng, t chc cung ng dch v thanh ton - R sot nh gi li v thc hin cung ng dch v ng nng lc phc v thc t. - Tip tc nng cp c s h tng v tng cng cht lng phc v ca mng li cc im giao dch, ATM, POS. - Lm tt cng tc thng tin, hng dn cho khch hng. 5.4. Nhng hn ch v hng nghin cu tip theo - Kh nng tng qut ha ca nghin cu cha cao bi mt s hn ch ca a bn nghin cu. - Kh nng la chn khch hng v tnh i din khi iu tra cha cao khi chn mu iu tra. - o lng thang o v kim nh m hnh l thuyt tt hn, cn s dng cc phng php phn tch hin i.

23 KT LUN S cnh tranh trong lnh vc ngn hng ngy mt gay gt, thm vo , trong xu hng hin nay v tng lai, cc ngn hng cng ngy cng phn u nng cao t trng thu dch v trong tng doanh thu. iu ny cho thy lnh vc dch v ngn hng ngy cng c quan tm v tr nn quan trng. Sn phm dch v tr lng qua ti khon ngn hng cng l mt trong nhng sn phm dch v ph bin m cc ngn hng cung cp cho khch hng. Sn phm dch v ny c nhiu c im tng ng vi mt s dch v ngn hng khc. Do , nghin cu s hi lng ca khch hng s dng dch v tr lng qua ti khon ngoi vic phc v cho mc ch nghin cu chnh ca ti th ti cn c gi tr tham kho phc v cho cc nghin cu v sn phm dch v ngn hng khc. Lun vn ny tng hp l thuyt v thc hin nghin cu v s hi lng ca khch hng s dng dch v tr lng qua ti khon trn a bn thnh ph Kon Tum. Nghin cu cho thy s hi lng ca khch hng chu nh hng ca hu ht cc yu t cu thnh cht lng sn phm dch v ngn hng v ngoi ra cn c thm mt s yu t mi (yu t gi c dch v, cc dch v gia tng km theo dch v). ti p ng c mc tiu nh gi c mc hi lng ca khch hng thng qua vc xy dng m hnh phn tch, v qua xc nh c cc nhn t nh hng n s hi lng ca khch hng. Vi kt qu t c s gip cho cc ngn hng nh gi c vic cung cp dch v ca n v mnh, t a ra cc bin php nhm ci thin s hi lng ca khch hng s dng dch v. i vi chnh quyn a phng, c th l UBND tnh Kon Tum

24 v Chi nhnh Ngn hng Nh nc tnh Kon Tum, ng gp ca ti l a ra c thc trng ca tnh hnh tr lng qua ti khon, c bit l i vi cc i tng hng lng t Ngn sch Nh nc, i tng ang thc hin Ch th 20 ca Th tng Chnh ph v vc tr lng qua ti khon cho cc i tng hng lng t Ngn sch Nh nc. T thc trng trin khai thc hin tr lng qua ti khon qua ba nm qua, chnh quyn a phng s c nhng ch o thch hp nhm khc phc cc tn ti, kh khn v vng mc trong qu trnh trin khai tr lng qua ti khon trn a bn, a ra nhng hng ch o ph hp v hiu qu trong vic trin khai m rng a bn thc hin tr lng qua ti khon n cc huyn ca tnh Kon Tum trong thi gian sp n. Nhng ng gp ca ti ny cn nhiu hn ch, thiu st . Rt mong nhng kin gp , chnh sa ca cc nh khoa hc v bn c c cng s quan tm tc gi tip tc hon thin v rt kinh nghim cho nhng ln nghin cu sau.