Ngan Hang

Lun vn tt nghip
Khoa Kinh t & QTKD
I HC CN TH KHOA KINH T - QUN TR KINH DOANH

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LUN VN TT NGHIP
PHN TCH MC HI LNG CA KHCH HNG I VI DCH V TH THANH TON CA AGRIBANK CHI NHNH HUYN BNH MINH
Ging vin hng dn: TRNG TH THY HNG
Sinh vin thc hin: HUNH MINH TRNG Lp: KT0724A1 MSSV: 4074703
Cn Th, thng 10 nm 2010.
GVHD: Trng Th Thy Hng
SVTH: Hunh Minh Trng
Lun vn tt nghip
Khoa Kinh t & QTKD
LI CM T
c s phn cng ca qu thy c khoa Kinh T v QTKD trng i hc Cn Th, sau gn ba thng thc tp, em hon thnh xong lun vn tt nghip Phn tch mc hi lng ca khch hng i vi dch v th ATM Success ca Ngn hng Agribank ti huyn Bnh Minh. hon thin lun vn tt nghip ca mnh, ngoi s n lc hc hi ca bn thn cn c s hng dn tn tnh ca cc thy c v cc anh ch trong ngn hng. Em xin chn thnh cm n Ban lnh o Ngn hng Nng Nghip v Pht Trin Nng Thn chi nhnh Bnh Minh to c hi cho em c tip xc vi mi trng lm vic ti ngn hng. Em cng xin chn thnh cm n cc anh ch, c bit l Phng kinh doanh, Phng k ton, Phng tn dng gip em cung cp s liu v thng tin phc v cho ti, to iu kin cho em nghin cu thc t cc lnh vc hot ng ca Ngn hng. Em v cng bit n qu Thy C ca khoa Kinh t & QTKD trng i hc Cn Th tn tnh truyn t nhng kin thc c bn cho chng em trong ba nm ri va qua. c bit l C Trng Th Thy Hng gip em hon thnh tt Lun vn tt nghip cui kha ny. Knh chc qu thy c lun di do sc khe v cng tc tt! Knh chc Ban Gim c, cc anh ch trong Agribank Bnh Minh lun hon thnh tt cng tc v chc Ngn hng ngy cng pht trin vng mnh! Trn trng! Sinh vin thc hin
Hunh Minh Trng
Lun vn tt nghip
Khoa Kinh t & QTKD
LI CAM OAN
Ti cam oan rng ti ny l do chnh ti thc hin, cc s liu thu thp v kt qu phn tch trong ti l trung thc, ti khng trng vi bt k ti nghin cu khoa hc no.
Ngy 15 thng 11 nm 2010 Sinh vin thc hin
Hunh Minh Trng
Lun vn tt nghip
Khoa Kinh t & QTKD
NHN XT CA C QUAN THC TP

.......................................................................................................... .......................................................................................................... .......................................................................................................... .......................................................................................................... .......................................................................................................... .......................................................................................................... .......................................................................................................... .......................................................................................................... .......................................................................................................... .......................................................................................................... .......................................................................................................... .......................................................................................................... .......................................................................................................... .......................................................................................................... .......................................................................................................... .......................................................................................................... .......................................................................................................... .......................................................................................................... .......................................................................................................... ..........................................................................................................
XC NHN CA C QUAN THC TP Ngy.. thng.. nm 2010
Lun vn tt nghip
Khoa Kinh t & QTKD
BN NHN XT LUN VN TT NGHIP I HC
H v tn ngi hng dn: ..................................................................................... Hc v: ...................................................................................................................... Chuyn ngnh: .......................................................................................................... C quan cng tc: ..................................................................................................... Tn hc vin: Hunh Minh Trng M s sinh vin: 4074703 Chuyn ngnh: Kinh t Ngoi Thng Tn ti: Phn tch mc hi lng ca khch hng i vi dch v th thanh ton ca Agribank chi nhnh huyn Bnh Minh.
NI DUNG NHN XT 1. Tnh ph hp ca ti vi chuyn ngnh o to: ....................................................................................................................................... ....................................................................................................................................... 2. V hnh thc: ....................................................................................................................................... ....................................................................................................................................... 3. ngha khoa hc, thc tin v tnh cp thit ca ti ....................................................................................................................................... ....................................................................................................................................... 4. tin cy ca s liu v tnh hin i ca lun vn ....................................................................................................................................... ....................................................................................................................................... 5. Ni dung v cc kt qu t c (theo mc tiu nghin cu,) ....................................................................................................................................... ....................................................................................................................................... GVHD: Trng Th Thy Hng 5 SVTH: Hunh Minh Trng
Lun vn tt nghip 6. Cc nhn xt khc
Khoa Kinh t & QTKD
....................................................................................................................................... ....................................................................................................................................... 7. Kt lun (Cn ghi r mc ng hay khng ng ni dung ti v cc yu cu chnh sa,) ....................................................................................................................................... ....................................................................................................................................... Cn Th, ngy. thng nm 2010 NGI NHN XT
Lun vn tt nghip
Khoa Kinh t & QTKD
MC LC
CHNG 1: GII THIU ..................................................................................1 1.1. T VN NGHIN CU ......................................................................1 1.1.1. S cn thit ca vn nghin cu..........................................................1 1.1.2. Cn c khoa hc thc tin........................................................................2 1.2. MC TIU NGHIN CU...........................................................................3 1.2.1. Mc tiu chung.........................................................................................3 1.2.2. Mc tiu c th.........................................................................................3 1.3. CU HI NGHIN CU .............................................................................3 1.4. PHM VI NGHIN CU .............................................................................3 1.4.1. Phm vi khng gian..................................................................................3 1.4.2. Phm vi thi gian .....................................................................................3 1.4.3. i tng nghin cu...............................................................................3 1.5. LC KHO TI LIU ..............................................................................4 CHNG 2: PHNG PHP LUN V PHNG PHP NGHIN
CU .........................................................................................................................6
2.1. PHNG PHP LUN ................................................................................6 2.1.1. Mt s ni dung c bn v th .................................................................6 2.1.2. Hot ng kinh doanh th ti Ngn hng thng mi ...........................15 2.1.3. Mt s thut ng ....................................................................................18 2.1.4. Khi qut v s hi lng ca khch hng v dch v th .......................19 2.1.5. Mt s khi nim c bn v cc phng php phn tch.......................20 2.2. PHNG PHP NGHIN CU ...............................................................21 2.2.1. Phng php thu thp s liu.................................................................21 2.2.2. Phng php phn tch s liu ...............................................................22 CHNG 3: KHI QUT V NGN HNG NNG NGHIP V
PHT TRIN NNG THN CHI NHNH BNH MINH

3.1. TNG QUAN V NGN HNG NNG NGHIP V PHT TRIN NNG THN CHI NHNH BNH MINH........................................................23 3.1.1. Lch s hnh thnh v pht trin.............................................................23 GVHD: Trng Th Thy Hng 7 SVTH: Hunh Minh Trng
Lun vn tt nghip
Khoa Kinh t & QTKD
3.1.2. C cu t chc........................................................................................24 3.1.3. Cc hot ng kinh doanh ch yu ca Ngn hng ...............................27 3.1.4. Kt qu hot ng kinh doanh ca Ngn hng trong 3 nm t 2007 6 thng u nm 2010.............................................................................................28 3.2. CC LOI TH DO NGN HNG NNG NGHIP V PHT TRIN NNG THN PHT HNH CHI NHNH BNH MINH.................34 3.2.1. Th ghi n ni a Success..................................................................34 3.2.2. Th tn dng quc t - Agribank Visa v Agribank MasterCard...........35 CHNG 4: THC TRNG HOT NG KINH DOANH TH
SUCCESS TI NGN HNG NNG NGHIP V PHT TRIN NNG THN CHI NHNH BNH MINH ..................................................38
4.1. PHN TCH THC TRNG HOT NG KINH DOANH TH THAN TON TI AGRIBANK CHI NHNH BNH MINH .........................38 4.1.1. Tnh hnh pht hnh th thanh ton ti Agribank Bnh Minh giai on t nm 2007 6 thng u nm 2010....................................................................38 4.1.2. Tnh hnh s dng th thanh ton ti Agribank Bnh Minh giai on t nm 2007 6 thng u nm 2010........................................................................42 4.1.3. S lng cc giao dch thc hin qua h thng giai on t nm 2007 6 thng u nm 2010..........................................................................................49 4.1.4. Thc trng ca h thng my ATM ca Ngn hng..............................51 4.2. PHN TCH MC HI LNG CA KHCH HNG I VI DCH V TH CA AGRIBANK CHI NHNH BNH MINH.....................53 4.2.1. Khi qut nhng thng tin ca khch hng............................................53 4.2.2. Ngun thng tin v th ca khch hng.................................................55 4.2.3. L do khch hng s dng th ...............................................................57 4.2.4. nh gi ca khch hng v ph m th ................................................59 4.2.5. Mc s dng th ca khch hng......................................................61 4.2.6. nh gi mc hi lng ca khch hng i vi dch v th .............62 4.2.7. nh gi mc hi lng ca khch i vi cht lng ca th ..........64 4.2.8. S lng khch hng s dng th ATM ca Agribank cng vi th ATM ca cc Ngn hng khc................................................................................66
Lun vn tt nghip
Khoa Kinh t & QTKD
4.2.9. nh gi ca khch hng s dng th ATM ca Agribank vi th ATM ca cc Ngn hng khc................................................................................68 4.2.10.Nhng kh khn ca khch hng khi giao dch ti cc my rt tin ....69 4.3. CC NHN T NH HNG N MC HI LNG CA KHCH HNG I VI DCH V TH CA AGRIBANK.......................71 4.3.1. Mi tng quan gia gii tnh vi mc hi lng ca khch hng i vi dch v th ca Agribank..................................................................................71 4.3.2. Mi tng quan gia loi th thanh ton khch hng ang s dng vi mc hi lng ca khch hng i vi th ca Agribank ...................................72 4.3.3. Mi tng quan gia thu nhp vi mc hi lng ca khch hng i vi dch v th ca Agribank..................................................................................75 CHNG 5: MT S GII PHP NHM NNG CAO CHT
LNG DCH V TH ATM TI NGN HNG NNG NGHIP V PHT TRIN NNG THN CHI NHNH BNH MINH ...............77
5.1. C S HNH THNH GII PHP PHN TCH MA TRN SWOT .................................................................................................................................77 5.1.1. Nhng nhn t nh hng hot ng kinh doanh v cht lng dich v th thanh ton ti Agribank Bnh Minh ..................................................................77 5.1.2. Ma trn SWOT.......................................................................................83 5.2. MT S GII PHP NHM NNG CAO CHT LNG DCH V TH TI NGN HNG AGRIBANK BNH MINH .......................................87 5.2.1. Nng cao cc tin ch ca th ATM v a dng ha sn phm ............87 5.2.2. Tng s lng my ATM v n v chp nhn th ...............................88 5.2.3. Tng cng lin kt gia cc Ngn hng v cc lin minh th ............88 5.2.4. Tng cng an ninh, bo mt cho ch th ............................................89 5.2.5. Chm sc tt khch hng.......................................................................89 5.2.6. Tng cng hot ng Marketing..........................................................90 5.2.7. o to ngun nhn lc .........................................................................90 CHNG 6: KT LUN V KIN NGH ..................................................92 6.1. KT LUN ...................................................................................................92 6.2. KIN NGH ..................................................................................................93 6.2.1. i vi Chnh ph v Ngn hng Nh nc..........................................93 GVHD: Trng Th Thy Hng 9 SVTH: Hunh Minh Trng
Lun vn tt nghip
Khoa Kinh t & QTKD
6.2.2. i vi Ngn hng Agribank Vit Nam ................................................94 6.2.3. i vi Ngn hng Agribank Bnh Minh ..............................................94
TI LIU THAM KHO ................................................................................96 PH LC ............................................................................................................97
10
Lun vn tt nghip
Khoa Kinh t & QTKD
DANH MC BIU BNG

Bng 3.1. Trnh nhn vin ca Ngn hng ........................................................27 Bng 3.2. Kt qu hot ng kinh doanh ca Ngn hng trong 3 nm 2007 2009 ........................................................................................................................29 Bng 3.3. Kt qu hot ng kinh doanh ca Ngn hng giai on t 6 thng u 2009 6 thng u 2010 ..................................................................................32 Bng 4.1. Tnh hnh pht hnh th thanh ton ti Agribank Bnh Minh giai on 2007 2009 .................................................................................................38 Bng 4.2. Tnh hnh pht hnh th thanh ton ti Agribank Bnh Minh giai on 6 thng u nm 2009 6 thng u nm 2010 ..........................................41 Bng 4.3. Tnh hnh thanh ton th Success ti Agribank Bnh Minh giai on 2007 2009 ............................................................................................................42 Bng 4.4. Tnh hnh thanh ton th Success ti Agribank Bnh Minh giai on 6 thng u nm 2009 6 thng u nm 2010.....................................................44 Bng 4.5. Tnh hnh thanh ton th tn dng ti Agribank Bnh Minh giai on 2007 2009 ............................................................................................................45 Bng 4.6. Tnh hnh thanh ton th tn dng ti Agribank Bnh Minh giai on 6 thng u nm 2009 6 thng u nm 2010......................................................46 Bng 4.7. So snh doanh s thanh ton ca th Success v th tn dng giai on 2007 2009 ............................................................................................................47 Bng 4.8. So snh doanh s thanh ton ca th Success v th tn dng giai on 6 thng u nm 2009 6 thng u nm 2010 .....................................................48 Bng 4.9. S lng giao dch c thc hin qua h thng Agribank giai on 2007 2009 ............................................................................................................49 Bng 4.10. S lng giao dch c thc hin qua h thng Agribank giai on 6 thng u nm 2009 6 thng u nm 2010 .....................................................51 Bng 4.11. Danh sch cc a im t my ATM ca Ngn hng Agribank Bnh Minh........................................................................................................................51 Bng 4.12. Gii tnh v tui ca khch hng.....................................................53 Bng 4.13. Ngh nghip v thu nhp ca khch hng............................................54 GVHD: Trng Th Thy Hng 11 SVTH: Hunh Minh Trng
Lun vn tt nghip
Khoa Kinh t & QTKD
Bng 4.14. Cc ngun thng tin v th ca khch hng.........................................55 Bng 4.15. Nhng tin ch m th Agribank mang li cho khch hng................57 Bng 4.16. nh gi ca khch hng v ph m th ..............................................59 Bng 4.17. Mc s dng th Agribank ca khch hng ti huyn Bnh Minh .61 Bng 4.18. Mc hi lng ca khch hng i vi dch v ca th....................62 Bng 4.19. Mc hi lng ca khch hng i vi cht lng ca th...............64 Bng 4.20. S lung khch hng s dng th ATM ca Agribank cng vi th ATM ca cc Ngn hng khc................................................................................66 Bng 4.21. nh gi ca khch hng s dng th ATM ca Agribank vi th ATM ca cc Ngn hng khc................................................................................68 Bng 4.22. Nhng kh khn ca khch hng khi giao dch ti cc my rt tin ...69 Bng 4.23. Mi tng quan gia gii tnh v mc hi lng i vi th Agribank .................................................................................................................71 Bng 4.24. Mi tng quan gia loi th khch hng ang s dng vi mc hi lng ca khch hng..........................................................................................73 Bng 4.25. Mi tng quan gia thu nhp v mc hi lng ca khch hng ...75
12
Lun vn tt nghip
Khoa Kinh t & QTKD
DANH MC HNH
Hnh 1.1. S phn loi cc loi th thanh ton ..................................................11 Hnh 2.1. Quy trnh pht hnh th thanh ton.........................................................15 Hnh 2.2. Quy trnh s dng th thanh ton ...........................................................16 Hnh 3.1. S t chc ca NHNo & PTNT Bnh Minh ......................................25 Hnh 4.1. Cc ngun thng tin v th ca khch hng ...........................................56 Hnh 4.2. Nhng tin ch m th Agribank mang li cho khch hng ..................58 Hnh 4.3. nh gi ca khch hng v ph m th.................................................60 Hnh 4.4. Mc s dng th Agribank ca khch hng ti huyn Bnh Minh....61 Hnh 4.5. Mc hi lng ca khch hng i vi dch v ca th ......................63 Hnh 4.6. Mc hi lng ca khch hng i vi cht lng ca th .................65
Hnh 4.7. S lung khch hng s dng th ATM ca Agribank cng vi th
ATM ca cc Ngn hng khc................................................................................66 Hnh 4.8. nh gi ca khch hng s dng th ATM ca Agribank vi th ATM ca cc Ngn hng khc..........................................................................................68 Hnh 4.9. Nhng kh khn ca khch hng khi giao dch ti cc my rt tin......70 Hnh 4.10. Mi tng quan gia gii tnh v mc hi lng i vi th Agribank .................................................................................................................72 Hnh 4.11. Mi tng quan gia loi th khch hng ang s dng vi mc hi lng ca khch hng..........................................................................................73 Hnh 4.12. Mi tng quan gia thu nhp v mc hi lng ca khch hng....75 Hnh 5.1. Ma trn SWOT........................................................................................86
13
Lun vn tt nghip
Khoa Kinh t & QTKD
DANH SCH CC T VIT TT

- NHNo & PTNT VN: Ngn hng Nng Nghip & Pht Trin Nng Thn Vit Nam - Agribank: Ngn hng Nng Nghip & Pht Trin Nng Thn - NH: Ngn hng - ATM (Automated Teller Machine): th thanh ton khng dng tin mt - POS (Point of Sales hoc Point of Service): ni thc hin giao dch/giao tc (transaction) mua bn l. Vd: quy tnh tin siu th, nh hng, khch sn, shop - HKD: Hot ng kinh doanh - PIN (Personal Identification Number): m s bo mt ca ch th - HS SV: Hc sinh sinh vin - H C: i hc Cao ng - WTO (World Trade Organization): t chc thng mi th gii - EMV (Europay, Master Card v Visa): l chun quc t v th chp
14
Lun vn tt nghip CHNG 1
Khoa Kinh t & QTKD
GII THIU
1.1. T VN NGHIN CU 1.1.1. S cn thit ca vn nghin cu Trong nhng nm gn y, cng vi s pht trin ca nn kinh t th gii cc hot ng giao dch thng mi, dch v, hng ha cng pht trin c v s lng ln cht lng. Do , i hi phi c nhng phng tin thanh ton mi nhm m bo tnh an ton, nhanh chng v hiu qu. Tin mt xut hin t lu v l mt trong nhng phng tin trung gian trao i nhm p ng nhu cu ca i tng s dng. Nn kinh t x hi ngy cng pht trin, song song vi vic dng tin mt thanh ton th hng lot cc phng tin thanh ton khng dng tin mt ra i. Mt trong nhng phng tin thanh ton in hnh chnh l th thanh ton rt c a chung ti nhiu nc trn th gii v c th ni n Vit Nam. Chnh v vy, ngoi nhng dch v truyn thng, cc Ngn hng thng mi nc ta khng ngng m rng cc dch v khc mang tnh hin i trong c dch v th, mt dch v ang c coi l c hi mi cho cc Ngn hng vi s lng khch hng tim nng rt ln. Khoa hc k thut cng vi dch v truyn thng nc ta ngy mt hon thin hn, i sng ca ngi dn ngy cng nng cao, vic xut hin ca mt phng tin thanh ton mi l rt cn thit. T u nhng nm 90, Ngn hng Ngoi Thng Vit Nam ch trng a dch v th vo ng dng ti nc ta. Tuy thu c nhng thnh tu nht nh nhng bn cnh cng cn khng t nhng kh khn hn ch pht trin dch v ny. Do m mi Ngn hng khc nhau, trong c Ngn hng Nng Nghip & Pht Trin Nng Thn cn c nhng chin lc ring chim lnh th trng v pht trin dch v th ca mnh. S cnh tranh pht trin dch v th ca cc Ngn hng hin nay khin cho nhu cu ca ngi tiu dng ngy cng c p ng. Do , vn tm hiu v thc trng v nng cao cht lng dch v th c vai tr rt quan trng v cn thit. Nhn thc c tm quan trng ny nn em chn ti:
15
Lun vn tt nghip
Khoa Kinh t & QTKD
Phn tch mc hi lng ca khch hng i vi dch v th thanh ton ca Ngn hng Agribank ti chi nhnh huyn Bnh Minh nhm gp phn pht trin v tng kh nng cnh tranh ca chi nhnh trong lnh vc th. 1.1.2. Cn c khoa hc thc tin Thanh ton in t l bc nhy vt th ba trn th gii v thanh ton tip theo tin mt v cc lnh thanh ton bng giy. Ngy nay cc dch v thanh ton in t tr thnh loi hnh dch v in hnh v ph bin ca cc Ngn hng cung cp cho khch hng. Cc dch v ny gip cc ngn hng hot ng hiu qu hn, gim bt cc th tc hnh chnh v vn hnh, mang li cho cc Ngn hng nng sut cao v s t ng ha. Chnh v nhng li ch m cc Ngn hng hin nay ang tp trung u t vo lnh vc ny, c bit l u t vo th thanh ton, mt phng tin thanh ton hiu qu v tin li. C th ni, th trng th ang ngy cng a dng v tin ch hn cho ngi s dng thng qua vic hin i ho cng ngh ca cc Ngn hng trong v ngoi nc. Bi theo h, th chnh l cng c c lc gip ngi tiu dng tip cn dch v Ngn hng nhanh nht. Thc t, khi cuc sng ca ngi dn ngy cng c nng cao, th vic s dng th v cc dch v thanh ton nhiu hn, thay v ch dng th rt tin mt nh trc. Nm bt c xu hng ny, Ngn hng Agribank Bnh Minh cng pht hnh loi th Ngn hng c y cc chc nng v tin ch. Ra i vo nm 2007, th Agribank vi nhng tnh nng a dng tr thnh s la chn hng u i vi khch hng c nhu cu s dng th thanh ton. Hn 3 nm tn ti v pht trin, khi s dng th Agribank th khch hng c th rt tin ti bt c cc im my ATM ca hn 18 ngn hng khc nhau lin kt vi Ngn hng Nng Nghip v Pht Trin Nng Thn Vit Nam ( NHNo & PTNT VN ), em li s hi lng cho hng triu triu ngi s dng. Tuy nhin, la chn u t vo mt loi th nhiu tnh nng, i hi phi tn nhiu chi ph cho cng ngh, my mc v c nhn lc phc v cho cng tc pht trin th. Do , kinh doanh th cho c hiu qu khng phi l mt vic d dng. Chnh v vy, Ngn hng Agribank Bnh Minh phi phn tch hot ng kinh doanh th ca mnh, nhn din c nhng ri ro ang tn ti, cc i th cnh tranh tm ra gii php hot ng kinh doanh th c hiu qu. GVHD: Trng Th Thy Hng 16 SVTH: Hunh Minh Trng
Lun vn tt nghip 1.2. MC TIU NGHIN CU 1.2.1. Mc tiu chung
Khoa Kinh t & QTKD
Phn tch mc hi lng ca khch hng i vi dch v th Agribank ti chi nhnh huyn Bnh Minh. T a ra nhng gii php nhm nng cao cht lng dch v th thanh ton ti ngn hng Agribank Bnh Minh. 1.2.2. Mc tiu c th - Phn tch thc trng v hot ng kinh doanh th thanh ton ca Ngn hng trong giai on t nm 2007 6 thng u nm 2010. - Phn tch mc hi lng ca khch hng i vi dch v th Agribank ti huyn Bnh Minh. - xut mt s gii php nhm nng cao cht lng dch v th thanh ton ti Agribank Bnh Minh. 1.3. CU HI NGHIN CU - Tnh hnh hot ng kinh doanh th ti chi nhnh nh th no ? - Ngn hng s ra nhng chin lc no cnh tranh vi nhng Ngn hng khc i vi hot ng kinh doanh th ? - Cc nhn t no nh hng n nhu cu s dng th ca khch hng ? - Khch hng hi lng vi dch v th ti Ngn hng hay cha ? 1.4. PHM VI NGHIN CU 1.4.1. Phm vi khng gian ti c thc hin ti huyn Bnh Minh, c th l thng tin c thu thp t s liu th cp ca c quan thc tp l Ngn hng Nng Nghip v Pht Trin Nng Thn chi nhnh Bnh Minh. Bn cnh kt hp thu thp s liu s cp ti cc a im trn a bn huyn Bnh Minh. 1.4.2. Phm vi thi gian - Thi gian ca s liu l giai on t nm 2007 6 thng u nm 2010. - Thi gian nghin cu l t 9/9/2010 n ngy 15/11/2010. 1.4.3. i tng nghin cu Khch hng c s dng th thanh ton ca Agribank v cc yu t tc ng n mc hi lng ca khch hng ti huyn Bnh Minh.
17
Lun vn tt nghip 1.5. LC KHO TI LIU
Khoa Kinh t & QTKD
Trong qu trnh thc hin ti, vic tham kho cc ti liu c lin quan l rt hu ch, gip cho ti nghin cu s c hon thin hn, phong ph hn. Sau y l mt s ti m ti tham kho, phc v cho ti ca ti: - u tin l ti: Thc trng v gii php nng cao hiu qu hot ng dch v th ATM ti Ngn hng Ngoi thng Cn Th . Sinh vin thc hin: Nguyn Hunh T Trinh. Lp Ti chnh K29. ti ny nhn mnh nghin cu tm l khch hng khi s dng th l hot ng quan trng nht nng cao hiu qu hot ng kinh doanh th. - ti th hai l ti: Hoch nh chin lc Marketing cho dch v th ATM chi nhnh Ngn hng Ngoi Thng Cn Th . Sinh vin thc hin: Nguyn Chu Hong Uyn. Lp Ngoi thng K26. Tc gi cho rng ch c hot ng marketing l bin php hu hiu trong vic xc tin bn hng ca ngn hng gip cho dch v ny c bit n ngi tiu dng nhanh chng. - ti th ba l ti: Nng cao s hi lng ca khch hng i vi th thanh ton ti Ngn hng u T & Pht Trin Vit Nam chi nhnh Thnh Ph H Ch Minh do Hong Xun Bch Loan ( 2008 ), Trng i hc Kinh t Thnh Ph H Ch Minh thc hin. Tc gi s dng phng php phng vn trc tip 142 khch hng v phn tch s liu s cp thu c bng phn mm SPSS. Cc phng php phn tch c s dng l: phng php thng k m t, phn tch bng cho, phn tch tng quan v hi quy phn tch mc hi lng ca khch hng i vi dch v th ATM. T , xut mt s gii php nng cao mc hi lng ca khch hng v dch v th ATM ti TP. H Ch Minh. - ti th t l ti :Phn tch mc hi lng ca khch hng i vi dch v th ATM ca cc ngn hng trn i bn thnh ph Cn Th do Tng Th M Tin (2009), Lun vn tt nghip, Trng i Hc Cn Th thc hin. Tc gi phng vn trc tip khch hng v s dng phn mm SPSS h tr trong vic phn tch s liu. Cc phng php phn tch c s dng l: phng php thng k m t, phn tch bng cho phn tch mc hi lng ca khch hng i vi dch v th ATM. T , xut mt
18
Lun vn tt nghip ca cc ngn hng trn a bn TP Cn Th
Khoa Kinh t & QTKD
s gii php nng cao mc hi lng ca khch hng i vi dch v th ATM Tm li, qua qu trnh lc kho lc kho ti liu lin quan n vn nghin cu gip em c nhng c s vng chc trc khi thc hin ti ca mnh, l vic tham kho cc phng php nghin cu, cch trnh by s liu. Bn cnh vic pht huy cc im mnh m cc ti trc t c, ti ca em s i su hn phn tch mc hi lng ca khch hng i vi dch v th thanh ton v cc nhn t nh hng n mc hi lng ca khch hng. y l vn m hu nh cc ti trn phn tch cha su hay t cp ti. Vic phn tch mc hi lng, tm ra cc dch v ca th thanh ton m vn lm cho khch hng cha hi lng. T xut cc gii php nhm nng cao mc hi lng ca khch hng i vi dch v th thanh ton, y chnh l cc im mi trong ti ny.
19
Khoa Kinh t & QTKD
PHNG PHP LUN V PHNG PHP NGHIN CU

2.3. PHNG PHP LUN 2.1.1. Mt s ni dung c bn v th 2.1.1.1. S ra i v pht trin ca th Nm 1928, hng Farrington Manufacturing Co ti Boston bt u sn xut loi th c tn Charge - Plate mt tm kim loi hnh ch nht c kch thc 63mm x 35mm. Trn th c dp sn tn ch s hu, tn thnh ph, bang v mt s thng tin khc, nhng li khng c a ch. Nhng tm th ny c cc ca hng ln cung cp cho cc khch hng quen bit ca mnh: khi chi tr tin hng ha, ngi bn hng p th qua mt thit b c bit, nhng ch ci v con s trn th c in ln ha n tnh tin sau gi ti ngn hng khu tr trong ti khon. Th ra i nm 1949 l tng ca mt doanh nhn ngi M l Frank MCNammara. C mt ln sau khi dng ba ti ti mt nh hng, ng pht hin ra rng mnh khng mang theo tin v vy ng gi in nh v mnh mang tin n thanh ton. Tnh trng kh x ny khin ng ngh ra mt phng tin chi tr khng dng tin mt l th thanh ton. Sau ng sng lp ra cng ty Diners Club International v lot th tn dng u tin c 27 nh hng ln ti New York tha thun tip nhn c McNamara cung cp cho khong 200 bn b v ngi thn. Th tn dng nhanh chng tr nn ph bin. n cui nm 1950, s lng ngi s hu th Diners Club ln ti 20 ngn ngi. Theo chn Diners Club hng lot th ra i nh Trip Charge, Golden Key, Esquire Club. Vo nm 1960, Bank of America gii thiu sn phm th u tin ca mnh l BankAmericard. Th BankAmericard pht trin rng khp v ngy cng nhiu cc t chc ti chnh ngn hng tr thnh thnh vin ca BankAmericard. n nm 1966, 14 ngn hng M thnh lp InterBank - mt t chc mi vi chc nng l u mi trao i cc thng tin v giao dch th. Trong nhng nm tip theo, 4 ngn hng California i tn ca h t California Bank Association thnh Western States Bank Card Association v t chc ny lin kt vi Interbank cho ra i th MasterCharge. Vo nm 1977, t chc BankAmericard GVHD: Trng Th Thy Hng 20 SVTH: Hunh Minh Trng
Lun vn tt nghip
Khoa Kinh t & QTKD
i tn thnh Visa USA v sau ny l t chc th quc t Visa. Ngay sau , nm 1979, t chc th MasterCharge i tn thnh Mastercard. Hin nay, hai t chc ny vn ang l hai t chc th ln mnh v pht trin nht th gii. Hnh thc th thanh ton nhanh chng c s dng rng ri cc Chu lc khc. Nm 1960 chic th nha u tin c mt ti Nht Bn, bo hiu s pht trin th Chu . Nm 1966, chic th nha u tin do Barcaly bank pht hnh Anh cng m ra mt thi k cho hot ng thanh ton th ti Chu u. Nm 1990, chic th nha u tin c chp nhn ti Vit Nam khi Vietcombank k hp ng lm i l chi tr th Visa vi Ngn hng Php v y l bc khi u cho dch v th ti Vit Nam. Ngy nay, h thng th Ngn hng pht trin rng khp vi nhng hnh thc v chng loi a dng nhm p ng nhu cu ca ngi s dng. Cng vi s pht trin ca hai t chc th quc t l Visa v Master mt lot cc t chc th khc xut hin nh Eurocard, American Express (Amex), JCP...vi s pht trin ca th thanh ton cc hip hi ang cnh tranh nhau nhm dnh phn ln th trng cho mnh. S cnh tranh ny to iu kin cho th thanh ton c c hi pht trin nhanh chng trn phm vi ton cu. 2.1.1.2. Khi nim th thanh ton Th thanh ton l mt phng tin thanh ton khng dng tin mt do cc Ngn hng hoc cc t chc ti chnh pht hnh v cung cp cho khch hng. Th c dng thanh ton tin hng ha, dch v m khng dng tin mt. Th cng c dng rt tin mt ti cc Ngn hng, my rt tin t ng. S tin thanh ton hay rt phi nm trong phm vi s d trong ti khon tin gi hoc hn mc tn dng c cp theo hp ng k kt gia Ngn hng pht hnh th v ch th. 2.1.1.3. c im cu to ca th thanh ton Th thng thit k vi kch thc hnh ch nht tiu chun ph hp vi khe c th, c lm bng nha cng, c kch thc thng thng l 8,5cm x 5,5cm. Trn th thng c nhng thng tin sau: - Loi th, tn v biu tng ca ngn hng hoc t chc pht hnh th. - S th: l s dnh ring cho mi ch th, s ny c in ni trn th. - Hng th (vng/ chun/ c bit). GVHD: Trng Th Thy Hng 21 SVTH: Hunh Minh Trng
Lun vn tt nghip - H v tn ca ch th.
Khoa Kinh t & QTKD
- Ngy hiu lc ca th: l thi hn m th c lu hnh. 2.1.1.4. Phn loi th thanh ton a. Phn loi theo c tnh k thut - Th khc ch ni (Embossing Card): tm th u tin c sn xut theo cng ngh ny. L loi th m trn b mt th c khc ni cc thng tin cn thit: s th, tn ch th, thi hn s dng... Ngy nay, ngi ta khng cn s dng loi th ny na v k thut ca n qu th s, d b li dng, lm gi. - Th bng t (Magnetic Card): da trn k thut th tn vi hai bng t cha thng tin ng sau mt th. Ton b thng tin lin quan n ch th v th u c m ho trong bng t. Loi th ny ph thng nht trn th gii c ra i ngay t thi k u ca ngnh cng nghip th. Cng vi k thut in hnh chm nhiu lp biu tng v hologram, cng thm in nh v ch k ca khch hng trn th, cc nh pht hnh th lm cho loi th ny tng thm tnh bo mt v an ton trong s dng v thanh ton th. Th ny c s dng ph bin trong 20 nm qua, nhng bc l mt s nhc im: do thng tin ghi trn th khng t m ho c, th ch mang thng tin c nh, khng gian cha d liu t, khng p dng c k thut m ho, bo mt thng tin... - Th thng minh (Smart Card): y l th h mi nht ca th thanh ton. L loi th c t mt chp in t tng t nh mt my tnh cc nh trn th trong lu tr tt c cc thng tin v th, ch th nh th t. Thm vo , chp ny cn lu tr s d ti khon th hoc hn mc tn dng ca ch th. u im ca loi th ny l tnh an ton v bo mt rt cao. b. Phn loi theo ch th pht hnh - Th do ngn hng pht hnh: y l loi th do ngn hng cung cp cho khch hng, gip khch hng s dng linh hot ti khon ca mnh hoc s dng s tin do ngn hng cp tn dng. Loi th ny c s dng kh ph bin, n khng ch lu hnh trong mt s quc gia m cn c th lu hnh trn ton cu. v d: th Visa, Master. - Th do t chc phi ngn hng pht hnh: l loi th du lch hoc gii tr do cc tp on kinh doanh ln pht hnh nh Diners Club, Amex v c lu hnh trn ton cu. GVHD: Trng Th Thy Hng 22 SVTH: Hunh Minh Trng
Lun vn tt nghip c. Phn loi theo tnh cht thanh ton
Khoa Kinh t & QTKD
- Th tn dng (Credit Card): L loi th cho php ch th s dng th trong hn mc tn dng tun hon c cp v ch th phi thanh ton ton b cc khon d n pht sinh theo qui nh. iu ny c ngha ch th c Ngn hng cp cho mt hn mc tn dng nht nh chi tiu. Vi hn mc tn dng ny, ch th c kh nng chi tiu trc tr tin sau. Khong thi gian t khi th c dng thanh ton hng ha, dch v ti lc ch th phi tr tin cho Ngn hng c di ph thuc vo tng loi th tn dng ca cc t chc khc nhau. Nu ch th thanh ton ton b s d n vo ngy n hn, thi gian ny s tr thnh thi gian n hn v ch th hon ton c min li i vi s d n cui k. Tuy vy, nu ht thi gian ny m ton b s d n cui k cha c thanh ton cho Ngn hng th ch th s chu nhng khon ph v li chm tr. Khi ton b s tin pht sinh c hon tr cho Ngn hng, hn mc tn dng ca ch th c khi phc nh ban u. - Th ghi n (Debit Card): y l loi th c quan h trc tip v gn lin vi ti khon tin gi. Loi th ny c s dng mua hng ho hay dch v, gi tr nhng giao dch s c khu tr ngay lp tc vo ti khon ca ch th thng qua nhng thit b in t t ti ca hng, khch sn...ng thi chuyn ngn ngay lp tc vo ti khon ca ca hng, khch sn... Th ghi n cn hay c s dng rt tin mt ti my rt tin t ng. Th ghi n khng c hn mc tn dng v n ph thuc vo s d hin hu trn ti khon ca ch th. C hai loi th ghi n c bn: Th online: l loi th m gi tr nhng giao dch c khu tr ngay lp tc vo ti khon ch th. Th offline: l loi th m gi tr nhng giao dch c khu tr vo ti khon ch th sau vi ngy. - Th rt tin mt (Cash Card): l hnh thc pht trin u tin ca th ghi n, l loi th rt tin mt ti cc my rt tin t ng hoc ngn hng. Vi chc nng chuyn bit ch dng rt tin, yu cu t ra i vi loi th ny l ch th phi k qu tin gi vo ti khon Ngn hng hoc ch th c cp tn dng thu chi mi s dng c. Ngoi ra ch th cn c th thc hin nhiu
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Lun vn tt nghip
Khoa Kinh t & QTKD
d. Phn loi theo hn mc tn dng - Th thng: y l loi th c bn nht, mang tnh cht ph bin. Hn mc ti thiu ty theo ngn hng pht hnh qui nh. - Th vng: l loi th c pht hnh cho nhng i tng c uy tn, kh nng ti chnh lnh mnh, nhu cu chi tiu ln. Loi th ny c nhng im khc nhau ty thuc vo tp qun, trnh pht trin ca mi vng. im c bit l th c hn mc tn dng cao hn th thng. e. Phn loi theo phm vi lnh th - Th trong nc: l loi th c gii hn s dng trong phm vi mt quc gia, do vy ng tin c s dng trong giao dch l ng bn t ca quc gia . Cc Ngn hng pht hnh v cc n v chp nhn loi th ny cng c t trong nc, loi th ny cng ch c lu hnh ti nc . - Th quc t: l loi th c chp nhn thanh ton trn ton cu, s dng ngoi t mnh thanh ton. Th ny c pht hnh bi cc Ngn hng trong nc v ngn hng quc t, cc t chc ti chnh l thnh vin ca hip hi th quc t. Loi th ny c th c s dng khp ni trn th gii ging nh l Visa Card, Master Card. Th ny c khch hng a chung do tnh thun li v an ton. Cc Ngn hng cng c li ch ng k vi loi th ny nh nhn c nhiu s gip trong nghin cu th trng, chi ph xy dng c s chp nhn th thp hn so vi t hot ng. nhn thy r hn cch phn loi th thanh ton s c minh ha c th thng qua hnh sau:
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Lun vn tt nghip
Khoa Kinh t & QTKD
Th Bng t
Th Khc ch ni
Th Tn dng
Th Ghi n
Th Thng minh
Theo c tnh k thut
Theo Tnh cht thanh ton
Th Rt tin mt
TH
Theo Phm vi s dng
THANH TON
Theo Ch th pht hnh
Th Trong nc
Th Quc t
Theo Hng mc tn dng
Th N.H pht hnh
Th T chc phi NH pht hnh
Th Vng
Th Thng
Hnh 2.1. S PHN LOI TH THANH TON 2.1.1.5. Vai tr ca th thanh ton a. i vi nn kinh t Vi t cch l mt cng c thanh ton khng dng tin mt, th thanh ton c vai tr v ngha rt ln i vi nn kinh t x hi. Th thanh ton thu ht tin gi ca cc tng lp dn c vo Ngn hng v gim khi lng tin mt trong lu thng, gp phn gim chi ph pht hnh tin giy, vn chuyn, lu tr. Thanh ton th lm tng nhanh chu chuyn thanh ton trong nn kinh t do hu ht mi giao dch trong phm vi quc gia cng nh phm vi ton cu u c thc hin v thanh ton trc tuyn. Th thanh ton to c s cho vic thc hin tt chnh sch qun l ngoi hi v to nn tng tng cng qun l thu ca c nhn cng nh ca doanh GVHD: Trng Th Thy Hng 25 SVTH: Hunh Minh Trng
Lun vn tt nghip
Khoa Kinh t & QTKD
nghip i vi nh nc. Nh nc cng nh Ngn hng c th kim sot mi hot ng giao dch ca bt c th no do bt c Ngn hng thng mi trong nc pht hnh. b. i vi x hi Trong giai on hin nay, khi nh nc ang khuyn khch cc tng lp dn c tng cng tiu dng th th l mt trong nhng cng c hu hiu gp phn thc hin bin php kch cu ca nh nc. Thm vo , chp nhn thanh ton th to mi trng thu ht khch du lch v cc nh u t vo Vit Nam, ci thin mi trng thng mi v thanh ton, nng cao hiu bit ca dn c v cc ng dng cng ngh tin hc trong phc v i sng. c. i vi ngn hng Tng doanh thu v li nhun ca cc Ngn hng thng mi: doanh thu ca cc Ngn hng tng ln nh cc khon ph thu c thng qua hot ng pht hnh, thanh ton th... cng nh ph t cc n v chp nhn th. Mt khc, s dng th thanh ton th cc khch hng s phi c mt khon tin nht nh trong ti khon ca h ti Ngn hng. S tin ny c th tm thi c cc Ngn hng s dng u t hoc cho vay kim li trong khi vn m bo kh nng thanh ton ca Ngn hng. Hin i ho cng ngh Ngn hng v ci thin k nng chuyn mn: a thm mt loi hnh thanh ton mi phc v khch hng buc cc Ngn hng phi trang b thm trang thit b k thut hin i, ci tin cng ngh c th cung cp cho khch hng nhng iu kin tt nht trong vic thanh ton, m bo uy tn, an ton, hiu qu trong hot ng ca Ngn hng. Cc nhn vin Ngn hng cng phi khng ngng nng cao k nng, nghip v c th p ng yu cu ca khch hng. a dng ha cc dch v Ngn hng p ng yu cu ca ngi dn. Bn cnh cc sn phm dch v truyn thng ca ngnh Ngn hng nh: nhn gi, cho vay, thanh ton... mi trng cnh tranh ngy cng gay gt v khc lit do nhiu nguyn nhn khc nhau khin cc nh qun tr Ngn hng i n s cch tn trong khi nim v sn phm v phng thc kinh doanh ca cc Ngn hng, theo sn phm ca cc Ngn hng cn bao gm cc dch v khc (y thc, t vn, mi gii...) i lin vi cc dch v truyn thng trong c dch v th. GVHD: Trng Th Thy Hng 26 SVTH: Hunh Minh Trng
Lun vn tt nghip
Khoa Kinh t & QTKD
Vic cc Ngn hng trin khai dch v th thanh ton gip cho khch hng c iu kin c tip cn vi mt loi hnh thanh ton hin i, a tin ch, ph hp vi s pht trin ca x hi. Ci thin cc mi quan h: thng qua hot ng pht hnh v thanh ton th, cc Ngn hng thng mi va c th li ko, thu ht khch hng s dng th do Ngn hng mnh pht hnh va bin h thnh cc khch hng truyn thng, trung thnh. Bn cnh , quan h vi cc n v chp nhn th cng rt c li, gip cho cc Ngn hng m rng hot ng tn dng vi cc ch th kinh doanh ny. Hn na, vic gia nhp cc t chc th quc t nh Visa, Master cng gp phn gip cc Ngn hng thng mi thit lp quan h vi cc t chc ti chnh trong nc cng nh trn th gii v nh vy to iu kin ci thin hot ng kinh doanh v hi nhp vo th trng ti chnh quc t. Gim chi ph bo qun v vn chuyn tin mt: vic cc Ngn hng thng mi trin khai dch v th thanh ton s gip cho khch hng quen vi vic s dng th trong cc giao dch hng ngy, t b dn thi quen s dng tin mt thanh ton vn l truyn thng ca ngi Vit Nam. Nh , cc Ngn hng cng phn no gim c vic d tr tin mt phc v cho mc ch thanh ton ca khch hng, qua s gim c chi ph xy dng kho qu bo qun, kim m v vn chuyn tin mt. d. i vi n v chp nhn th Chp nhn thanh ton th cng c ngha l cung cp cho khch hng mt phng tin thanh ton nhanh chng v thun tin, gp phn li ko thu ht khch hng nht l cc khch du lch nc ngoi, tng doanh s cung ng hng ho v dch v, v kt qu tt yu l li nhun s tng ln. Chp nhn thanh ton th cng gip cc dn v chp nhn th c c s u i trong hot ng tn dng vi cc Ngn hng thng mi nh: li sut vay thp, th tc vay n gin, thun tin hn... To mi trng tiu dng v thanh ton vn minh, hin i cho khch hng. Tng hiu qu kinh doanh t vic s dng cng ngh thanh ton khng dng tin mt, gim chi ph bn hng, kho qu v cc chi ph vn chuyn, kim m, bo qun tin mt...
27
Lun vn tt nghip
Khoa Kinh t & QTKD
c trang b min ph thit b chp nhn thanh ton th in t hin i, c o to, hng dn s dng thnh tho thit b thanh ton th v lun nhn c h tr k thut, bo tr thit b min ph... e. i vi ngi s dng c tip cn vi mt phng tin thanh ton hin i, nhanh chng v tin li. Cc ch th c th s dng th thanh ton hng ho, dch v ti cc n v chp nhn th, c dng chi tiu trc tr tin sau (i vi th tn dng) m khng cn tr mt khon tin li no. Thun tin trong tiu dng, trnh c nhng chi ph v ri ro ca vic thanh ton tin mt, tin ct gi, bo qun, bo mt v an ton (v khi mt hoc tht lc th, tin trong th vn c m bo). c thc hin rt tin mt khi cn thit ti cc t chc Ti chnh hay Ngn hng trn th gii hoc ti cc my ATM vi loi tin ph hp vi nc s ti. Gip ch ti khon qun l c tin v kim sot c cc giao dch ca mnh..
28
Lun vn tt nghip 2.1.2.1. Hot ng pht hnh th Ngn hng pht hnh Ti chi nhnh Chuyn v trung tm th
Khoa Kinh t & QTKD
2.1.2. Hot ng kinh doanh th ti Ngn hng thng mi
Ti trung tm th Nhn yu cu (3) (4) Nhp d liu pht hnh
Thm nh/ quyt nh yu cu
(5) (2) (6)
Chy Batch
Nhn yu cu
(1) (7) M ha, in ni
Khch hng
(8)
Mailing
Nhn t trung tm th Hnh 2.1. QUY TRNH PHT HNH TH THANH TON (1) Khch hng c nhu cu s dng th, Ngn hng hng dn khch hng lm n theo mu v np cho ngn hng. (2) Xt duyt yu cu pht hnh th: cn b thm nh thc hin thm nh h s yu cu pht hnh th v phn loi khch hng theo cc hng c bit (VIP), hng 1 hoc thng trnh cp trn c thm quyn ph duyt. (3) Sau khi thm nh h s khch hng, nu h s m bo yu cu th Ngn hng gi h s v trung tm pht hnh th (phi c xc nhn ca Gim c hoc trng phng nghip v). (4),(5),(6),(7),)(8) Ti trung tm, cc thng tin v khch hng s c GVHD: Trng Th Thy Hng 29 SVTH: Hunh Minh Trng
Lun vn tt nghip pht hnh.
Khoa Kinh t & QTKD
c nhn ha, sau gi km theo s PIN cho ch th thng qua Ngn hng (9) Nhn c th t trung tm, Ngn hng pht hnh xc nhn bng vn bn c ch k ca trng phng nghip v hoc ngi c y quyn cho trung tm th. Khi c trao quyn s hu th, khch hng c gi l ch th, Ngn hng c gi l ngn hng pht hnh trong qu trnh s dng th, ch th c quyn s dng th thanh ton hng ha, dch v hoc rt tin mt ti cc my rt tin t ng (ATM), yu cu c gii trnh khi c thc mc i vi bng k giao dch do ngn hng pht hnh gi. Ngn hng pht hnh c ngha v phi gii quyt thu o cc thc mc ca khch hng, phi kp thi thanh ton cho cc c s chp nhn th, ngn hng thanh ton, hng dn h thc hin ng quy trnh nghip v trong thanh ton th m bo an ton cho khch hng v Ngn hng. 2.1.2.2. Hot ng s dng th (4) Ch th (3) (1) NH pht hnh (7) Hnh 2.2. QUY TRNH S DNG TH THANH TON (1) Khch hng lp v gi n Ngn hng pht hnh th giy ngh pht hnh th thanh ton (nu l th k qu thanh ton, khch hng np thm y nhim chi trch ti khon tin gi ca mnh hoc np tin mt lu k tin vo ti khon th thanh ton ti Ngn hng pht hnh th). (2) Ngn hng cn c giy ngh pht hnh th ca khch hng, sau khi kim tra th tc lp chng t v cc iu kin s dng th ca khch hng, nu iu kin ngn hng pht hnh th lm th tc cp th cho khch hng v hng dn khch hng s dng khi thanh ton. GVHD: Trng Th Thy Hng 30 SVTH: Hunh Minh Trng (2) (5) NH thanh ton (6) VCNT ( im ng tin mt)
Lun vn tt nghip
Khoa Kinh t & QTKD
(3) Ch s hu th giao th cho n v chp nhn th kim tra, a vo my thanh ton th, my t ng ghi s tin thanh ton v in bin lai thanh ton (3 lin). (4) n v chp nhn th a bin lai thanh ton cho ch s hu th. (5) n v chp nhn th lp bng k bin lai thanh ton v gi cho ngn hng i l thanh ton thanh ton (6) Nhn c bin lai thanh ton km theo b ng k bin lai thanh ton do n v chp nhn th gi n sau khi kim tra iu kin thanh ton, Ngn hng i l thanh ton th c trch nhim thanh ton ngay cho n v chp nhn th. (7) Ngn hng pht hnh th thanh ton tin vi ngn hng i l thanh ton qua th tc thanh ton gia cc ngn hng. 2.1.2.3. Hot ng qun l ri ro Trong bt k hot ng kinh doanh thuc ngnh no cng u hm cha ri ro. Hot ng kinh doanh dch v th ca cc Ngn hng thng mi cng nh vy. Ri ro v nguy c ri ro c th xut hn bt c lc no, khu no trong ton b qu trnh pht hnh, s dng v thanh ton th gy tn tht cho ch th, c s chp nhn phn tch, hc hi v phi hp vi nhau c th ng u vi ri ro v phng nga nguy c ri ro bng cch s dng cc bin php k thut v nghip v thch hp mt cch hiu qu. Mt Ngn hng kinh doanh th rt d phi chu tn tht, thm ch nguy c ph sn nu khng lu tm n vn ny. Hot ng qun l ri ro trong hot ng th gm cc ni dung: - iu tra, ngn nga cc hnh vi s dng th gi mo. Qun l danh mc cc ti khon lin quan ti nhng th c thng bo l mt cp, tht lc. Xy dng cc k hoch theo di vic bo mt phi th, th in, th hng v th thu hi. - Cp nht thng tin trn danh sch th mt cp, tht lc. Gii quyt cc nhu cu v gi mo, tra sot, khiu ni ca khch hng. - Hp tc vi c quan c thm quyn lin quan trong vic iu tra, x l cc hnh vi vi phm hp ng, gi mo. - T chc tp hun cho nhn vin n v chp nhn th v ch th v cc bin php phng nga gi mo. GVHD: Trng Th Thy Hng 31 SVTH: Hunh Minh Trng
Lun vn tt nghip 2.1.3. Mt s thut ng
Khoa Kinh t & QTKD
- Ngn hng pht hnh th: L ngn hng cung cp th cho khch hng. Ngn hng pht hnh chu trch nhim tip nhn h s xin cp th, x l v pht hnh th, m v qun l ti khon th, ng thi thc hin vic thanh ton cui cng ca ch th. - Ngn hng i l: L ngn hng c y quyn thc hin mt s dch v th thng qua hp ng ngn hng i l dch v th. - Ngn hng thanh ton th: l cc t chc ti chnh, tn dng thc hin vic thanh ton th thng qua mng li n v chp nhn th hoc im ng tin mt hoc ATM mt cch hp php. - n v chp nhn th: l cc n v kinh doanh hng ha v dch v c k kt vi ngn hng thanh ton v vic chp nhn thanh ton th nh: nh hng, khch sn, siu thCc n v ny phi trang b my mc, k thut tip nhn th thanh ton tin mua hng ha, dch v, tr n thay tin mt. - Trung tm th: l n v nghip v thuc Tr s chnh ngn hng. y l ni chu trch nhim v lm u mi qun l, t chc v thc hin hot ng pht hnh, s dng v thanh ton th. - im ng tin mt: l cc n v, ngn hng i l, ngn hng thanh ton, ATM m ch th c th s dng th rt tin mt. im ng tin c coi l mt n v chp nhn th c bit. - Ch th: l c nhn yu cu pht hnh th v c ngn hng pht hnh th s dng. Ch th c tn c in trn th, bao gm ch th chnh v ch th ph. Ch th chnh l ch ti khon tin gi c nhn c m ti ngn hng. Ch th ph l c nhn c pht hnh th theo yu cu ca ch th chnh v c s dng tin trong ti khon ca ch th chnh. - M PIN: l m s bo mt do ch th t chn v ci t s dng trong cc giao dch, m s mt gm t 04 n 06 ch s v c t ng ng k vo h thng th. Ch th l ngi duy nht bit m s PIN. - Thi hn hiu lc th: l thi gian ch th c php s dng theo quy nh ca Ngn hng, thi hn hiu lc c dp ni hoc in trn th (thng, nm).
32
Lun vn tt nghip
Khoa Kinh t & QTKD
- My ATM: l my giao dch t ng c coi nh l mt im ng tin mt, ti ch th s dng th c rt tin mt hoc thc hin mt s giao dch khc do ngn hng cung cp. - My POS: l thit b thanh ton in t hin i. c lp t ti cc n v chp nhn th l cc c s kinh doanh, ca hng bn l, siu th, nh hng, khch sn,hay cc quy giao dch ti cc chi nhnh ca ngn hng gip khch hng rt tin mt hay thanh ton hng ha dch v m khng dng n tin mt. 2.1.4. Khi qut v s hi lng ca khch hng i vi dch v th Th thanh ton l mt loi hng ha c bit, va mang tnh hu hnh, va mang tnh v hnh. Tnh hu hnh th hin ch, khch hng ng k m th s c cp mt chic th nha, nhng chc nng chnh ca chic th ny li l cc dch v m n cung cp cho ch th (phn v hnh). Do , th va mang nhng c tnh ca loi sn phm hng ha va mang tnh cht ca sn phm dch v. Vi cc c tnh ca th thanh ton v quan trng hn ht l nhng c im ring ca ngi dn Bnh Minh th nh gi s hi lng ca khch hng i vi dch v th thanh ton ta c th phn tch da trn c s: - Mc hi lng ca khch hng i vi dch v th thanh ton: y l s tha mn ca khch hng v gi tr s dng ca th thanh ton. Khi la chn s dng mt loi th no s c mt s so snh, nh gi v nhng tin ch m cc loi th cung cp v khi s dng th khch hng cng s da trn nhng tin ch nh gi s tha mn ca mnh v loi th . - Mc s dng v l do s dng Mc s dng: L s ln s dng th thanh ton ca ngi tiu dng trong mt khong thi gian nht nh (mt thng). L do s dng: Ngi tiu dng s dng th thanh ton lm g trong cc tin ch th thanh ton mang li nh: ct gi tin an ton, giao dch nhanh chng, nhu cu cng vic - S tc ng ca thu nhp n mc hi lng: Mc d th c to ra phc v cho mi i tng, nhng khng phi mc thu nhp no khch hng cng hi lng vi dch v ca th thanh ton mang li. Chnh v vy, mi khch GVHD: Trng Th Thy Hng 33 SVTH: Hunh Minh Trng
Lun vn tt nghip
Khoa Kinh t & QTKD
hng c mc thu nhp khc nhau, h s c mc hi lng khc nhau. iu s nh hng n hot ng kinh doanh th ca Ngn hng. 2.1.5. Mt s khi nim c bn v cc phng php phn tch - Phng php so snh bng s tuyt i: l hiu s ca hai ch tiu, ch tiu k phn tch v ch tiu k gc. y = y1 y0
Trong : y0: l ch tiu nm trc y1: l ch tiu nm sau y: l phn chnh lch tng ( gim ) ca cc ch tiu kinh t Phng php ny s dng so snh s liu nm tnh vi s liu nm trc ca cc ch tiu xem c bin ng khng v tm ra nguyn nhn bin ng ca cc ch tiu kinh t, t ra bin php khc phc. - Phng php so snh bng s tng i: l kt qu ca php chia gia tr s ca k phn tch so vi k gc ca cc ch tiu kinh t. y1 y0 y = y0 Trong : y0: l ch tiu nm trc y1: l ch tiu nm sau y: biu hin tc tng trng ca cc ch tiu kinh t Phng php ny dng lm r tnh hnh bin ng ca mc ca cc ch tiu kinh t trong thi gian no . So snh tc tng trng ca ch tiu gia cc nm v so snh tc tng trng gia cc ch tiu t tm ra nguyn nhn bin ng v ra nhng bin php khc phc. - Phng php thng k m t Thng k m t l vic m t d liu bng cc php tnh v cc ch s thng k thng thng nh s trung bnh, s trung v, phng sai, lch chun,cho cc bin s lin tc v cc t s cho cc bin s khng lin tc. GVHD: Trng Th Thy Hng 34 SVTH: Hunh Minh Trng * 100 %
Lun vn tt nghip i vi cc bin nh lng.
Khoa Kinh t & QTKD
Trong phng php thng k m t, cc i lng thng k m t ch c tnh - Phng php phn tch bng cho (Cross tabulation): l mt k thut thng k m t hai hay ba bin cng lc v bng kt qu phn nh s kt hp hai hay nhiu bin c s lng hn ch trong phn loi hoc trong gi tr phn bit. Cng c phn tch bng cho v bng tn s c dng x l s liu danh ngha nhm m t mc hi lng ca ngi tiu dng v th Agribank trn a bn huyn Bnh Minh, phn tch mi quan h gia thu nhp v tiu dng ca ngi tiu dng vi mc s dng th. - Phng php phn tch bng ma trn SWOT: Ma trn SWOT l mt cng c gip cho nh qun tr trong vic tng hp cc kt qu nghin cu ca mi trng, tm ra im mnh, im yu bn trong ngn hng, ng thi thy c c hi v mi e da bn ngoi ngn hng. T , lm c s cho vic ra nhng gii php v k hoch chin lc. Ma trn SWOT SWOT Nhng c hi (O) Nhng mi e da (T) Nhng im mnh (S) Cc chin lc SO Cc chin lc ST Nhng im yu (W) Cc chin lc WO Cc chin lc WT
SO (Strengths Opportunities): S dng cc im mnh tn dng c hi. WO (Weaknesses Opportunities): Tranh th cc c hi nhm khc phc im yu. ST (Strengths Threats): S dng cc im mnh trnh nhng mi e da. WT (Weaknesses Threats): Gim thiu ti a nhng im yu trnh c nhng mi e da. 2.2. PHNG PHP NGHIN CU 2.2.1. Phng php thu thp s liu 2.2.1.1. Phng php thu thp s liu s cp - Phng vn trc tip khch hng thng qua bng cu hi. - Tng s mu phng vn l 50 mu, t l nam = t l n v mu c chn theo hnh thc chn mu ngu nhin thun tin. GVHD: Trng Th Thy Hng 35 SVTH: Hunh Minh Trng
Lun vn tt nghip
Khoa Kinh t & QTKD
- a im phng vn: Trng THPT Bnh Minh, Cng vin Bnh Minh, Ch Bnh Minh, Bnh vin Bnh Minh, Nh sch Bnh Minh. - Ni dung phng vn: cc thng tin lin quan n dch v th. 2.2.1.2. Phng php thu thp s liu th cp - Thu thp cc s liu nh tnh hnh nhn s, hot ng kinh doanh, s lng pht hnh th, tnh hnh thanh ton th, s lng my ATM t cc phng nhn s v phng kinh doanh ca ngn hng. ng thi cng thu thp s liu t internet, sch bo v kt hp vi quan st thc t. 2.2.2. Phng php phn tch s liu Mc tiu 1: Phng php so snh s tuyt i v s tng i trn s liu th cp thu c t phng kinh doanh ca chi nhnh. Mc tiu 2: S dng phn mm SPSS 16.0 h tr vic phn tch s liu, s dng phng php phn tch thng k m t, phn tch bng cho nh gi mc hi lng ca khch hng v dch v th ti huyn Bnh Minh. Mc tiu 3: Phn tch ma trn SWOT thy c im mnh im yu ca Ngn hng cng nh c hi v thch thc m Ngn hng phi i mt kt hp vi phng php suy lun nhm tng hp v nh gi s nh hng ca cc nhn t a ra mt s gii php ph hp cho chi nhnh.
36
Khoa Kinh t & QTKD
GII THIU KHI QUT V NGN HNG NNG NGHIP V PHT TRIN NNG THN CHI NHNH BNH MINH
3.1. TNG QUAN V NGN HNG NNG NGHIP V PHT TRIN NNG THN CHI NHNH BNH MINH 3.1.1. Lch s hnh thnh v pht trin Chi nhnh NHNo & PTNT Bnh Minh c tip qun vo nm 1975, t n nay qua nhiu ln i tn: - Nm 1975 l Ngn hng nh nc. - Nm 1988 l Ngn hng pht trin nng thn. - Nm 1990 l Ngn hng nng nghip. - Cho n ngy 10/10/1997 i tn l Ngn hng nng nghip v pht trin nng thn huyn Bnh Minh - Vnh Long, tr s chnh t ti 165/15 Ng Quyn khm 1 th trn Ci Vn huyn Bnh Minh tnh Vnh Long, nm cch quc l 1A khong 100m. Hot ng ch yu ca Ngn hng l da vo ngun vn vay t cp trn v t huy ng thm ngun vn nhn ri ca ngi dn trn a bn cho cc h trong huyn vay vn sn xut kinh doanh, Ngn hng cn chuyn khon v nhn tin gi ca khch hng. Vi a bn kh rng ln, dn s cng kh ng trong s lng ngi dn c quan h tn dng vi ngn hng kh cao, Ngn hng cng p ng c phn ln nhu cu v vn kp thi nhm to iu kin cho cc h sn xut kinh doanh, cc doanh nghip thun li trong cng vic. C th l: + Trong lnh vc nng nghip v nng thn: chi nhnh NHNo & PTNT Bnh Minh tp trung cung cp vn cho sn xut nng nghip chim t l kh cao trn tng d n cho vay vi i tng ch yu l m hnh kinh t tng hp, my mc thit b, bao ngn l + Trong lnh vc i sng: Ngn hng cho vay pht trin mng li dng nng thn, xy nh , chng trnh nc sch gp phn chuyn bin tch cc b mt nng thn.
37
Lun vn tt nghip
Khoa Kinh t & QTKD
+ V tiu th cng nghip: Ngn hng cho vay pht trin cc ngnh ngh truyn thng ti a phng, tng bc tng qui m sn xut v lm cho ngnh ngh truyn thng ngy cng c pht huy. + V thng mi - dch v: Ngn hng cng cho vay lun chuyn hng nghn tn hng ha phc v cho nhn dn trong huyn. a bn hot ng ca Ngn hng gm 16 x v 1 th trn, vi i ng nhn vin tuy cn hn ch v s lng nhng ton th cn b cng nhn vin chi nhnh NHNo & PTNT Bnh Minh quyt tm on kt, khc phc kh khn, pht huy nhng th mnh vn c nhm p ng tt hn na nhu cu pht trin kinh t a phng c bit l nng nghip v nng thn. Hin nay Ngn hng c 4 chi nhnh cp 3 l Tn Lc, Tn Qui, ng Bnh, M Thun v mt phng giao dch Th trn. Mng li chi nhnh Ngn hng ph u trn ton huyn rt thun li cho ngi dn n giao dch vi Ngn hng. Th tc giy t cn thit u rt n gin, d dng cho khch hng khi giao dch, cn b nhn vin trong Ngn hng c trnh chuyn mn cao, c kinh nghim v c quan h tt vi khch hng. Thi gian qua ngn hng lun hon thnh xut sc nhim v ca cp trn v l n v kinh doanh c mc li nhun kh cao. 3.1.2. C cu t chc 3.1.2.1. S t chc i vi mt t chc th c cu t chc l v cng quan trng bi v c cu t chc phn nh c tnh hp l, kh nng khai thc ngun lc ca t chc. Ngun lc y l chnh l ngun lc v con ngi. Vi mt c cu t chc hp l ng ngi ng vic khai thc ti a th mnh ngun lc ca n v.
38
Lun vn tt nghip
Khoa Kinh t & QTKD
Gim c
Ph gim c kinh doanh Kim sot
Ph gim c k ton-ngn qu
Phng tn dng
Phng k ton-kho qu
Phng giao dch
ng Bnh
M Thun
Tn Qui
Tn lc
TT.Ci Vn
Hnh 3.1. S T CHC CA NHNo & PTNT CHI NHNH BNH MINH
39
Lun vn tt nghip 3.1.2.2. Chc nng iu hnh a. Gim c
Khoa Kinh t & QTKD
C trch nhim trc tip iu hnh mi hot ng ca Ngn hng. Hng dn thc hin tt chc nng, nhim v, phm vi hot ng m cp trn giao. Thc hin k duyt cc hp ng tn dng. c quyn quyt nh t chc, b nhim, min nhim, khen thng hoc k lut cn b cng nhn vin ca n v. b. Ph gim c C hai ph gim c: mt ph gim c ph trch v tn dng, mt ph gim c ph trch v k ton - kho qu. C trch nhim h tr gim c trong mi mt nhim v v gim st tnh hnh hot ng ca cc cn b trc thuc. c. B phn kim sot Gim st cc hot ng v tnh hnh ti chnh ca Ngn hng, ng thi thanh tra, kim sot tnh hnh gii th, ph sn ca n v v bo co tnh hnh ti chnh ca n v theo tng k. Gim st, n c, nhc nh cn b Ngn hng trong lnh vc hot ng thuc phm vi quy nh ca NHNo & PTNT Vit Nam. d. Phng tn dng Trc tip thc hin cc nhim v kinh doanh nh nhn n vay, thm nh xt duyt cho vay trnh ln Gim c v chu trch nhim chnh trong vic qun l ng vn cng nh quan st qu trnh s dng vn vay ca khch hng. xut v x l cc khon n qu hn. Thng k thng tin cng nh s liu hot ng kinh doanh ca Ngn hng. T , phng tn dng s xut chin lc huy ng vn kt hp vi bin php k ton trong vic theo di v thu hi n n hn. e. Phng k ton kho qu Gm c hai b phn: - B phn k ton: trc tip gim st ti hi s, thc hin cc th tc thanh ton, pht vay cho khch hng theo lnh ca Gim c hay y quyn gim c, hch ton k ton, qun l h s ca khch hng, hch ton cc nghip v cho vay, thu n, chuyn n qu hn, giao ch tiu ti chnh, quyt ton khon tin GVHD: Trng Th Thy Hng 40 SVTH: Hunh Minh Trng
Lun vn tt nghip nc.
Khoa Kinh t & QTKD
lng i vi chi nhnh trc thuc thc hin cc khon giao np ngn sch Nh - B phn kho qu: trc tip thu hay gii ngn khi c pht sinh trong ngy v c trch nhim tr lng bng tin mt. Cui mi ngy, kha s ngn qu kt hp vi k ton theo di cc nghip v ngn qu pht sinh kp thi khi c sai st. f. Cc chi nhnh cp 3 Tnh n nm 2007, NHNo & PTNT Bnh Minh Vnh Long c 4 chi nhnh v mt phng giao dch ang hot ng trn phm vi 16 x v 1 th trn ca huyn, to iu kin thun li cho vic thc hin cng tc huy ng vn v cho vay. 3.1.2.3. Tnh hnh nhn s ca Ngn hng Agirbank chi nhnh Bnh Minh Bng 3.1. TRNH NHN VIN CA NGN HNG TRNH H - C Trung cp S cp Tng NM 2007 Ngi T l (%) 39 8 4 51 76,5 15,7 7,8 100,0 NM 2008 Ngi 44 4 7 55 T l (%) 80,0 7,3 12,7 100,0 NM 2009 Ngi 44 4 8 56 T l (%) 78,6 7,1 14,3 100,0
(Ngun: Phng nhn s)
T bng s liu, ta nhn thy qua 3 nm, s cn b v cng nhn vin ca Ngn hng l tng i n nh. S lng nhn vin c trnh chuyn mn bc i hc - Cao ng chim t l cao, dao ng trong khong 76,5-80,0% l ngun lc quan trng cho cng tc huy ng vn cng nh hot ng tn dng ca Ngn hng. 3.1.3. Cc hot ng kinh doanh ch yu ca Ngn hng Agribank chi nhnh Bnh Minh Ngn hng Nng Nghip v Pht Trin Nng Thn chi nhnh Bnh Minh hin ang c cc nghip v sau:
41
Lun vn tt nghip
Khoa Kinh t & QTKD
- T chc huy ng vn, khai thc nhn tin gi tit kim khng k hn, c k hn, tin gi thanh ton ca cc t chc, c nhn thuc mi thnh phn kinh t bng Vit Nam ng. - Pht hnh tri phiu, k phiu, thc hin cc hnh thc huy ng vn khai thc theo quy nh ca ngn hng Nng nghip v Pht trin nng thn Vit Nam. - T chc cho vay: ngn hn v trung hn. - Thc hin cc nghip v khc c ngn hng cp trn giao nh: + Kinh doanh tin t v dch v i ngoi nh: kinh doanh ngoi hi, chi tr kiu hi, mua bn ngoi t + Lm dch v thanh ton gia cc khch hng. + Ct gi, mua bn, chuyn nhng, qun l cc chng t, giy t c gi. + My rt tin t ng (ATM). + Cm c bt ng sn. + Lm i l mua bn c phiu, tri phiu cho Chnh ph, cc t chc, cc doanh nghip trong v ngoi nc. + Lm t vn ti chnh, tin t, xy dng v qun l cc d n u t, qun l ti sn theo yu cu ca khch hng, Ngn hng Nng nghip v Pht trin nng thn chi nhnh Bnh Minh hot ng trong khun kh php lut nc Cng Ha X Hi Ch Ngha Vit Nam, thc hin y i vi ngn sch nh nc theo lut nh, ng hnh vi php lut ca quc gia v thng l quc t trong cc hot ng c lin quan. 3.1.4. Khi qut kt qu hot ng kinh doanh ca Ngn hng trong giai on t 2007 6 thng u nm 2010 3.1.4.1. Kt qu hot ng kinh doanh ca Ngn hng trong 3 nm t 2007 n 2009 Cng vi s pht trin ca nn kinh t huyn Bnh Minh, Agribank Bnh Minh ngy cng khng nh v th ca mnh trn a bn v trong c nc. Trong nhng nm gn y, hot ng kinh doanh ca Ngn hng lun phi i mt vi nhng kh khn trc tin l p lc cnh tranh khi hi nhp, mt khc do nh hng ca cuc khng hong kinh t ton cunhng iu ny cng nh hng khng t n hot ng kinh doanh ca Ngn hng, nhng nh s phn u khng ngng ca ton th cn b, cng nhn vin GVHD: Trng Th Thy Hng 42 SVTH: Hunh Minh Trng
Lun vn tt nghip
Khoa Kinh t & QTKD
t c mc tiu ra v phc v tt hn nhu cu ca khch hng trn a bn, Agribank Bnh Minh t c nhng kt qu trong hot ng kinh doanh nh sau: Bng 3.2. KT QU HOT NG KINH DOANH CA NGN HNG TRONG 3 NM 2007 - 2009 VT: triu ng Ch tiu Nm 2007 32.622 32.391 32.138 253 231 21.989 18.334 1.305 2.35 10.633 Nm 2008 37.435 37.186 36.754 432 249 24.408 20.22 1.763 2.425 13.027 Nm 2009 39.889 39.613 39.039 574 276 25.996 21.641 1.876 2.479 13.893 Chnh lch 2008/2007 S tin 4.813 4.795 4.616 179 18 2.419 1.886 458 75 2.394 % 14,80 14,80 14,36 70,76 7,79 11,00 10,28 35,09 3,19 22,55 Chnh lch 2009/2008 S tin 2.454 2.742 2.285 142 27 1.588 1.421 113 54 866 % 6,56 6,65 6,21 32,87 10,84 6,51 7,03 6,41 2,23 6,65
A.Doanh thu 1.Thu v HDKD Thu li Thu dch v 2.Thu khc B.Chi ph 1.Chi HKD 2.Chi nghip v 3.Chi khc C.Li nhun
(Ngun: Phng kinh doanh )
V doanh thu: Trong nm 2008, mc d tnh hnh c nhiu kh khn do nhng bin ng ca th trng, nhng ngun thu t hot ng tn dng vn n nh, tng hn 14,80% so vi nm 2007. C th l gii iu ny l do nm 2008 Ngn hng Nh nc thc hin chnh sch tht cht tin t lm cho mt bng li sut cho vay nm 2008 c s gia tng ng k. Thm vo , do ngn hng p dng nhng bin php nh a dng ha cc hnh thc cho vay, chnh sch cho vay ph hp, cho vay mi thnh phn kinh t c th nh tp trung cho vay cc doanh nghip va v nh, c uy tn v c mc xin vay cao, cc h sn xut kinh GVHD: Trng Th Thy Hng 43 SVTH: Hunh Minh Trng
Lun vn tt nghip
Khoa Kinh t & QTKD
doanh c th Sang nm 2009, ngun thu ny ch tng 6,56% so vi 2008. Nguyn nhn ca tc tng ca doanh thu giai on nm 2008 2009 gim so vi tc tng doanh thu ca giai on 2007 2008 l do s cnh tranh gia cc Ngn hng trn a bn, tuy nhin doanh thu ca Ngn hng vn tng l do Ngn hng linh hot trong vic iu chnh li sut cho vay sao cho ph hp vi tnh hnh kinh doanh cnh tranh trn a bn nhng vn m bo c k hoch ti chnh, phn no p ng nhu cu vn cho ngi dn trn a bn v a dng ha cc loi hnh dch v ca Ngn hng. Bn cnh cng tc thu nhng khon n ri ro c hon thnh tt bi nhng cn b tn dng nhit tnh, c trch nhim vi cng vic mang li nhng khon thu cng khng nh, trnh c nhng tn tht cho Ngn hng. Mt khc, mt im ni bt trong doanh thu ca Ngn hng l s tng cao t ngun thu t dch v nh kinh doanh dch v th, kinh doanh ngoi t, dch v chuyn tin... Nm 2008 tng 179 triu ng so vi 2007 vi t l tng rt cao l 70,76%, n ht nm 2009 th tng 142 triu ng so vi 2008. L do l sau khi t mc tiu tng trng v hot ng tn dng, ngn hng bt u tp trung vo cc hot ng ngoi tn dng nhm tha mn nhu cu ca ngi dn, c th nh Ngn hng m thm dch v th ATM cho cc cng nhn vin trn a bn, thu bo him xe my, m thm nhiu dch v chuyn tin, chuyn khon Vic tng cc khon thu t dch v khng nhng hn ch c nhiu ri ro hn so vi ngun thu t hot ng cho vay m n cn chng t uy tn, s pht trin ca Ngn hng. V chi ph: Bn cnh vic to ra c tc tng trng cao v thu nhp, ngn hng cng c nhng khon chi ph nht nh. Tng chi ph ca Ngn hng qua cc nm u tng vi mc tng cao v gi tr cng nh mc . C th, nm 2008 chi ph ca ngn hng tng t 21.989 triu ng ln 24.408 triu ng, tng 11%. L do ca tnh trng chi ph tng cao mt phn l do nm 2008 t l lm pht kh cao nn cc Ngn hng phi i mt vi chnh sch tht cht tin t ca Nh nc v m bo tnh thanh khon Ngn hng tng li sut huy ng vn, thc hin nhiu hnh thc huy ng vn nn chi ph tng ln. Bn cnh , Ngn hng ci tin nhiu trang thit b hin i cng nh a dng ha cc sn GVHD: Trng Th Thy Hng 44 SVTH: Hunh Minh Trng
Lun vn tt nghip
Khoa Kinh t & QTKD
phm, dch v nh: phone-banking, h thng my ATM v cc dch v thanh ton khc. Nm 2009, tng chi ph l 25.996 triu ng, tng 1.588 triu ng so vi nm 2008 vi mc tng 6,51%, mc tng ny gim gn phn na so vi mc tng ca giai on 2007 2008 l 11%. V u nm 2009, c nh gi l thi im chu tc ng ln nht ca cuc khng hong kinh t th gii, lm cho hot ng huy ng vn ca ngn hng gim dn n vic chi tr li cng gim nn tng chi ph ca Ngn hng gim. Bn cnh , nm 2008 cc trang thit b cng nh my mc cng c ngn hng u t hon chnh v nm 2009 ch tn chi ph bo tr, sa cha. V li nhun: Li nhun l mt ch tiu nh gi hiu qu v kt qu hot ng kinh doanh ca Ngn hng, li nhun cng ln th kt qu v hiu qu hot ng cng cao v ngc li. Trong nn kinh t th trng nh hin nay, h thng NHNo & PTNT VN ni chung v NHNo & PTNT huyn Bnh Minh ni ring lun phi cnh tranh vi rt nhiu Ngn hng thng mi khc th hot ng kinh doanh c hiu qu cng c ngha quan trng. Ti a ha li nhun, gim ti thiu ri ro v chi ph l lun l mc tiu m Ngn hng ra. T bng s liu ta thy, li nhun ca Ngn hng tng mt cch kh quan qua cc nm. C th, tc tng li nhun ca nm 2008 so vi 2007 l 22.55%. S d tc tng ca li nhun kh cao l do Ngn Hng quan tm u t pht trin cc loi hnh dch v ngn hng vi phong cch phc v nhit tnh chu o, cc sn phm a dng v dch v hp dn. Thm vo , s tng cao t ngun thu t dch v nh kinh doanh dch v th, kinh doanh ngoi t, dch v chuyn tin... lm cho li lun ca Ngn hng tng ng k. n nm 2009 th tc tng ca li nhun ch t 6,65% so vi nm 2008, tuy tc tng li nhun c tng nhng gim nhiu so vi tc tng li nhun giai on 2007 2008. Nguyn nhn l do cui nm 2008 u nm 2009, nn kinh t c nhiu bin ng do cuc khng hong kinh t ton cu, nh hng khng nh n hot ng kinh doanh ca Ngn hng. Nhng vi s ch o ng n ca Ban Gim c xy dng mt chnh sch tn dng nht qun v hp l, thch ng vi mi trng kinh doanh, ch trng hn trong khu thm nh khch hng, u tin cho vay cc khch hng truyn thng, cng nh hn ch cho vay cc khon vay tiu GVHD: Trng Th Thy Hng 45 SVTH: Hunh Minh Trng
Lun vn tt nghip
Khoa Kinh t & QTKD
dng, cc khon vay trung v di hn. Cho nn mc tng trng li nhun cha tht s cao, nhng Ngn hng gp phn gip nng dn v doanh nghip trong a bn vt qua kh khn, m rng sn xut to thm nhiu vic lm. Tm li, tnh hnh hot ng kinh doanh ca NHNo & PTNT chi nhnh huyn Bnh Minh 3 nm qua t c nhng kt qu rt kh quan. t c iu ny l do s mnh dn m rng a bn, u t c s vt cht, my mc thit b hin i, cng vi s nhit tnh nng ng phn u ca ton th cn b cng nhn vin ca Ngn hng. 3.1.4.2. Kt qu hot ng kinh doanh ca Ngn hng trong giai on t 6 thng u nm 2009 n 6 thng u nm 2010 Bng 3.3. KT QU HOT NG KINH DOANH CA NGN HNG GIAI ON T 6 THNG U 2009 6 THNG U 2010 VT: triu ng Ch tiu A.Doanh thu 1.Thu v HDKD 1.1.Thu li 1.2.Thu dch v 2.Thu khc B.Chi ph 1.Chi HKD 2. Chi v nghip v 3.Chi khc C.Li nhun 6 thng u 2009 20.177 20.044 19.775 269 133 12.959 10.972 956 1.031 7.218 6 thng u 2010 22.994 22.869 22.576 293 125 14.204 11.956 891 1.357 8.79 Chnh lch S tin 2.817 2.825 2.801 24 -8 1.245 984 -65 326 1.572 % 13,96 14,09 14,16 8,92 -6,01 9,60 8,96 6,79 31,61 21,77
(Ngun: Phng kinh doanh )
V doanh thu: Trong bi cnh kinh t th gii v trong nc 6 thng u nm 2010 tip tc phi i mt vi nhiu kh khn, thch thc, nhng vi s n lc thc hin ng b cc gii php trn ton h thng, hot ng kinh doanh ca NHNo & PTNT GVHD: Trng Th Thy Hng 46 SVTH: Hunh Minh Trng
Lun vn tt nghip
Khoa Kinh t & QTKD
chi nhnh huyn Bnh Minh tip tc pht trin n nh, hon thnh tt cc ch tiu kinh doanh 6 thng u nm. Trong , doanh thu 6 thng u nm 2010 ca Ngn hng t 22.994 triu ng tng 2.817 triu ng tng ng 13,96 % so vi 6 thng u nm 2009. Nguyn nhn l do Ngn hng bt u p dng chnh sch thu li mt ca, tp trung thu li ca cc khon vay trong mt k nht nh v c thu bi mt cn b tn dng. Hot ng ny gip vic thu li ca Ngn hng t nhiu hiu qu v kim sot cht ch cc khon vay tr hn tr li gp phn tng tng doanh thu ca Ngn hng. V chi ph: Da vo bng s liu trn ta thy, chi ph 6 thng u nm 2010 tng 1.245 triu ng tng ng 9,06% so vi 6 thng u nm 2009. Nguyn nhn ch yu l do, s cnh tranh gay gt gia cc ngn hng nhm thu ht khch hng huy ng vn nn Ngn hng tng li sut huy ng vn, thm vo l chi ph tr li tin vay cng tng ln cng vi s tng ln ca chi ph tr li tin gi nn chi ph tr li tng ln gp phn lm tng tng chi ph ca chi nhnh. V li nhun: Mc d tnh hnh kinh t trong 6 thng u nm 2010 cn gp nhiu kh khn nhng do Agribank Bnh Minh lun cn c vo tnh hnh thc t, bm st cc Ngh quyt ca Chnh ph v nh hng ch o ca Ngn hng Nh Nc i vi hot ng Ngn hng trong tng thi k, Ban lnh o ngn hng linh hot, ch ng, sng to trong iu hnh chnh sch tin t, li sut, t gi, theo st tn hiu ca th trng v trin khai kp thi, c hiu qu chnh sch h tr li sut ca Chnh ph Nn li nhun ca Agribank Bnh Minh 6 thng u nm 2010 vn tng 21,77% so vi 6 thng u nm 2009. Tm li, tnh hnh hot ng kinh doanh ca NHNo & PTNT chi nhnh huyn Bnh Minh giai on t 6 thng u nm 2009 n 6 thng u nm 2010 t c nhng kt qu rt kh quan. t c iu ny l do s mnh dn m rng a bn, u t c s vt cht, my mc thit b hin i, cng vi s nhit tnh nng ng phn u ca ton th cn b cng nhn vin ca Ngn hng.
47
Lun vn tt nghip
Khoa Kinh t & QTKD
3.2. CC LOI TH DO NGN HNG NNG NGHIP V PHT TRIN NNG THN PHT HNH CHI NHNH BNH MINH 3.2.1. Th ghi n ni a Success L th c nhn do Agribank pht hnh, cho php ch th s dng trong phm vi s d ti khon tin gi khng k hn v (hoc) hn mc thu chi thanh ton tin hng ho, dch v v rt tin mt ti n v chp nhn th hoc im ng tin mt (ATM/EDC) trong phm vi lnh th Vit Nam. Tin ch: - Rt tin bt c my ATM v EDC/POS ti quy giao dch ca Agribank mi lc, mi ni. - Thanh ton tin hng ho, dch v ti cc n v chp nhn th ca Agribank. - Vi khch hng c thu nhp n nh c chi nhnh Agribank cp hn mc thu chi ti a ln ti 30 triu ng, cho php rt tin mt hay thanh ton hng ha, dch v khi trong ti khon khch c s d. - Vn tin s d ti khon v in sao k giao dch (10 giao dch gn nht). - Thay i PIN, chuyn khon. - Np tin vo ti khon EDC/POS ti quy giao dch. - S d trn ti khon c hng li sut khng k hn. - Bo mt cc thng tin t ti khon. - Giao dch thc hin qua h thng Banknetvn - Smartlink trn ton quc, bao gm: rt tin, chuyn khon (trong cng mt h thng t chc thnh vin), vn tin s d, in sao k. iu kin pht hnh th: cc c nhn ngi Vit Nam v ngi nc ngoi c tr ti Vit Nam c nhu cu v p ng y cc iu kin s dng th do Agribank quy nh u c th ng k pht hnh th. Th tc pht hnh th: bao gm - Giy ngh pht hnh th. - Bn sao CMND hoc h chiu. - Trng hp khch hng c nhu cu thu chi, khch hng phi c c quan qun l lao ng c thm quyn xc nhn mc lng, tr cp x hi hng
48
Lun vn tt nghip hin k hp ng thu chi. Cc loi hn mc:
Khoa Kinh t & QTKD
thng. Nu y th tc trn v c Agribank chp thun, khch hng thc
- Hn mc rt tin / ngy ti my ATM: ti a 25.000.000 ng - Hn mc chuyn khon / ngy ti my ATM: ti a 20.000.000 ng - Hn mc rt tin / ln ti my ATM: Ti a 5.000.000 ng, ti thiu 50.000 ng. - S ln rt tin ti my ATM, hn mc rt tin li, hn mc chuyn khon ti EDC/PO s quy giao dch, np tin vo ti khon ti EDC/POS quy giao dch khng hn ch 3.2.2. Th tn dng quc t - Agribank Visa v Agribank MasterCard Th tn dng mang thng hiu Visa/MasterCard do Agribank pht hnh cho qu khch hng c nhn c s dng v chp nhn thanh ton trn phm vi ton cu vi tnh cht ng tin, mua hng ha dch v trc, tr tin sau, mang li s thun tin cho qu khch hng mi ni mi lc. Hng th: Th tn dng quc t Agribank Visa/MasterCard c 3 hng th: - Hng th Chun (Visa Credit Classic) - Hng th Vng (Visa/MasterCard Credit Gold) - Hng th Bch kim (MasterCard Credit Plantinum) Tin ch: - Rt / ng tin mt ti ATM, EDC/POS ti quy giao dch v cc im ng tin mt khc trn phm vi ton cu (VN trn lnh th Vit Nam v ngoi t ti cc nc trn th gii). - Thanh ton tin hng ha, dch v ti cc n v chp nhn th (VCNT) hoc qua Internet, qua th thoi v in thoi (MOTO) - C th thc hin cc giao dch t trc nh phng khch sn, t v my bay, tour du lch - C th vn tin hn mc tn dng, EDC/POS ti quy giao dch. - i m PIN ti ATM. - c min ph tai nn ch th trn phm vi ton cu vi s tin bo him ln ti 15 triu ng i vi hng th Chun/Vng v 5000 USD vi hng th Bch kim khi p ng y cc iu kin ca Agribank. GVHD: Trng Th Thy Hng 49 SVTH: Hunh Minh Trng
Lun vn tt nghip
Khoa Kinh t & QTKD
- c hng li sut cho vay th tn dng cnh tranh v c min li cho cc giao dch thanh ton hng ha, dch v ln ti 45 ngy khi thanh ton ton b d n vo ngy n hn thanh ton. iu kin s dng th: - Khch hng doanh nghip y quyn pht hnh th phi l php nhn hay n v thnh vin ca php nhn. - Khch hng (c nhn) ng tn ngh Agribank cp th phi l i din cho doanh nghip. - Khch hng c tin gi thanh ton ti Agribank. - Khch hng ng chp nhn v quy nh pht hnh, qun l, s dng v thanh ton th tn dng quc t ca Agribank v quy nh v bo m tin vay ca Chnh ph, Ngn hng Nh nc Vit Nam v Agribank. - Khch hng c uy tn, c tnh hnh ti chnh lnh mnh, khng c n qu hn ti Agribank v cc t chc tn dng khc. - Khch hng ng k hp ng s dng th Agribank. Th tc pht hnh th: - Giy ngh pht hnh th. - Bn sao CMND hoc h chiu. - 01 nh 3x4 cm chp trong phm vi 6 thng gn nht - Hp ng s dng th. - H s bo m tin vay hoc xc nhn lng, tr cp x hi ca t chc, n v qun l lao ng hoc c quan c thm quyn. Cc loi hn mc: - Hn mc tn dng: + Th chun: ti a 50 triu ng + Th vng: t 50 triu 300 triu ng + Th bch kim: t 300 triu 500 triu ng - Hn mc ng tin mt: hn mc ng tin mt ti a bng mt na (1/2) hn mc tn dng c cp. - Hn mc thanh ton hng ha, dch v: Hn mc thanh ton hng ha, dch v bng phn cn li ca hn mc tn dng c cp, sau khi tr i hn mc ng tin mt s dng cha c thanh ton trong k. GVHD: Trng Th Thy Hng 50 SVTH: Hunh Minh Trng
Lun vn tt nghip - Hn mc giao dch: + Hn mc ng tin mt/ngy/th: 30 triu ng
Khoa Kinh t & QTKD
+ Thanh ton hng ha, dch v/ngy/th: 50 triu ng Hn mc giao dch ti ATM, EDC/POS ca cc ngn hng khc: Thc hin theo quy nh ca Agribank v ngn hng thanh ton.
51
Khoa Kinh t & QTKD
THC TRNG HOT NG KINH DOANH TH THANH TON TI NGN HNG NNG NGHIP V PHT TRIN NNG THN CHI NHNH BNH MINH
4.2. PHN TCH THC TRNG HOT NG KINH DOANH TH THANH TON TI AGRIBANK CHI NHNH BNH MINH 4.1.1. Tnh hnh pht hnh th thanh ton ti Agribank Bnh Minh giai on t nm 2007 6 thng u nm 2010 4.1.1.1. Tnh hnh pht hnh th thanh ton ti Agirbank Bnh Minh trong 3 nm 2007 2009 Agribank Bnh Minh l Ngn hng i tin phong trong vic a th thanh ton vo s dng rng ri trong cng ng dn c v l ngn hng thc hin pht hnh th thanh ton u tin trn a bn, do s lng ngi s dng th khng ngng tng qua cc nm. S lng th do Agribank Bnh Minh pht hnh c th hin qua bng s liu sau t nm 2007 2009. Bng 4.1. TNH HNH PHT HNH TH THANH TON TI AGRIBANK BNH MINH GIAI ON 2007 2009 VT: th
Chnh lch Ch tiu 2007 2008 2009 2007/2008 S th Th Success Th tn dng Visa Master Card Tng 451 34 25 9 485 745 52 38 14 797 1.946 119 85 34 2.065 294 18 13 5 312 T l % 65,18 52,95 52 55,56 64,33 Chnh lch 2008/2009 S th 1.201 67 47 20 1.268 T l % 161,20 128,85 123,68 142,85 159,09
(Ngun: Phng Kinh doanh )
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Lun vn tt nghip
Khoa Kinh t & QTKD
Qua bng s liu ta thy, tng s lng th thanh ton ca Ngn hng c tc tng trng rt nhanh v n nh qua cc nm. Do nm bt c nhu cu s dng trong dn c n n vic Ngn hng bt u pht hnh th thanh ton mang mt bc t ph ln. Doanh s pht hnh th u c s tng trng qua cc nm, c th l nm 2008 doanh s pht hnh th l 797 th tng 64,33% so vi nm 2007, trong nm 2009 th doanh s c mc tng trng t bin, tng 1.268 th vi mc tng 159,09% so vi nm 2008, tng 327,12% so vi nm 2007. Nguyn dn c th ca s tng trng trn s c lm r i vi tng loi th thanh ton ca Agribank Bnh Minh. i vi doanh s pht hnh th ghi n ni a - Success ca Agribank Bnh Minh u tng qua cc nm. C th t nm 2007 n nm 2008 s lng th tng 294 th vi t l tng kh cao l 65,18%. Nguyn nhn s gia tng ny l do nhn thc ca ngi dn c nng cao, ngi dn ngy cng quen vi vic giao dch vi th ATM, ng thi h nhn thc c nhng li ch m chic th mang li nh h c th thc hin giao dch 24/24 bt k ngy ngh, l tt, hn ch s tin mang theo khi i xa c bit trong nm 2009 thc s l du son trong lch s pht hnh th ca Ngn hng, doanh s pht hnh th ca Ngn hng tng trng vt bc vi t l tng ln n 161,20% v s th tng t 745 th nm 2008 ln thnh 1.946 nm 2009. S d doanh s pht hnh th c s gia tng vi t l rt cao l do do thu nhp ca ngi dn tng cao, h c nhu cu chi tiu nhiu nhng vic mang theo nhiu tin trong ti l rt bt tin v ri ro nn chic th ATM ra i p ng c nhu cu ca ngi dn. Bn cnh , phi k n vic ra i Ch th s 20/2007/CT-TTg do Th tng Chnh ph k ban hnh vo ngy 24/8/2007, v vic tr lng qua ti khon cho cc i tng hng lng t ngn sch Nh nc gp phn lm tng t bin s lng th pht hnh ti Ngn hng. Tuy ch th ny c ban hnh vo nm 2007 nhng n khong cui nm 2008, u nm 2009 th cc doanh nghip, cc c quan hnh chnh s nghip trn a bn mi nhn thc r c nhng tin ch ca vic tr lng qua th ATM. Cc doanh nghip, cng tycng p dng bin php tr lng qua ti khon cho nhn vin. i vi th tn dng quc t bao gm th Visa Card v Master Card th doanh s pht hnh l rt t ch chim khong 6% trong tng doanh s pht hnh GVHD: Trng Th Thy Hng 53 SVTH: Hunh Minh Trng
Lun vn tt nghip
Khoa Kinh t & QTKD
do c im ngi dn trn a bn thc hin giao dch, mua bn trong ni a l ch yu nn c nhu cu s dng th ghi n ni a Success, cn i tng ca th tn dng ch yu dnh cho cc i tng c iu kin i nc ngoi v sinh sng nc ngoi nh: du hc sinh, sinh vin, cc cn b nhn vin ca cc doanh nghip nc ngoi hot ng trn a bn, cc doanh nghip ln c quan h lm n bun bn vi nc ngoi nh hot ng xut nhp khu hng ha Thm vo , nhng i tng s dng, chi tiu bng cc loi th ny c th ni l rt t. Tuy nhin doanh s pht hnh th tn dng cng c s tng trng n nh, nm 2008 doanh s pht hnh t 52 th, tng 52,95% so vi nm 2007. Nguyn nhn l do nhng nm gn y, nhng c gi vng nng thn, vng qu c ln sng kt hn vi chng ngoi quc nh ly i Loan, Hn Quc phn no gim bt gnh nng v ph gip cho gia nh gii quyt kh khn v mt kinh t, h v ngi thn trong gia nh c nhu cu s dng th tn dng quc t s dng hoc gi tin v cho gia nh. Ngoi ra, mt b phn thiu s ngi dn c thn nhn, b con sinh sng nc ngoi cng c nhu cu lm th nhn tin ca thn nhn h gi v. Sang nm 2009 doanh s pht hnh t t l rt cao, tng thm 47 th vi mc tng ln ti 128,85% so vi nm 2008. C s tng trng trn l do nhu cu vui chi, du lch ngoi nc tng cao do thu nhp ca ngi dn tng cao. Thm vo , do chnh sch m ca ca Nh nc khi gia nhp WTO, cc doanh nghip tng cng hp tc, kinh doanh vi cc i tc nc ngoi ngy cng nhiu. V vy, lm cho s lng th tn dng tng ln kh nhiu trong nhng nm gn y. Tuy nhin, tnh hnh pht hnh th tn dng quc t ni chung c tng nhng xt trn phng din tng th th vn cn qu t so vi dn s v nhu cu ca ngi dn trn a bn. 4.1.1.2. Tnh hnh pht hnh th thanh ton ti Agirbank Bnh Minh giai on 6 thng u nm 2009 6 thng u nm 2010 Bc sang 6 thng u nm 2010, doanh s pht hnh th thanh ton cng c nhng bc tng trng kh quan. C th, 6 thng u nm 2010 cng c s tng trng, tng 445 th (tng 47,64%) so vi 6 thng u nm 2009. c biu hin c th qua bng s liu sau:
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Lun vn tt nghip
Khoa Kinh t & QTKD
Bng 4.2. TNH HNH PHT HNH TH THANH TON TI AGRIBANK BNH MINH GIAI ON 6 THNG U NM 2009 6 THNG U NM 2010 VT: th
Ch tiu
6 thng u 2009
885 49 37 12 934
6 thng u 2010
1.303 76 61 15 1.379
Chnh lch 6T 2009/6T 2010 S th

418 27 24 3 445
T l %
47,23 55,10 64,86 25 47,64
Th Success Th tn dng Visa Master Card Tng
i vi th ghi n ni a Success th doanh s pht hnh 6 thng u nm 2010 tng 418 th vi mc tng 47,23% so vi 6 thng u nm 2009 v i vi th tn dng, tnh hnh pht hnh th trong 6 thng u nm 2010 cng tng 55,10% (tng 27 th) so vi 6 thng u nm 2009. Nguyn nhn lm cho vic pht hnh th tng l do Ngn hng p dng mt s chnh sch thu ht thm nhiu khch hng nh: pht trin mng li chp nhn th, gim ph lm th hoc m th min phTuy nhin theo c tnh ca Ngn hng th nm 2010 s lng th c pht hnh ra s khng cao nh trong nm 2009. Nguyn nhn l gii cho s tng trng chm li ca doanh s pht hnh th l do s cnh tranh quyt lit gia Ngn hng Agribank Bnh Minh vi cc Ngn hng khc c sn trn a bn nh Ngn hng Sacombank, Ngn hng Cng Thng v nhng Ngn hng mi thnh lp trn a bn nhng Ngn hng ng , Ngn hng Kin Long. Bn cnh , Ngn hng gp phi kh khn v mt ti chnh nn cng tc Marketing, qung b v dch v th cha c ch trng u t v cn gp nhiu thiu st. Song kt qu trn y cng rt kh quan v tnh hnh hot ng pht hnh th thanh ton ca Ngn hng. Tm li, doanh s pht hnh th ca Ngn hng giai on t nm 2007 6 thng u nm 2010 c s tng trng kh quan, c th thy s lng th pht GVHD: Trng Th Thy Hng 55 SVTH: Hunh Minh Trng
Lun vn tt nghip
Khoa Kinh t & QTKD
hnh ca ngn hng tng rt ng k qua cc nm, y l mt du hiu ng mng. Tuy nhin, trn a bn hin nay cc ngn hng tung ra th trng nhiu sn phm th khc nhau, thc hin chin lc m rng i tng tiu dng nh hc sinh, cng nhn thc hin nhiu chng trnh khuyn mi nhm thu ht khch hngS cnh tranh ca cc ngn hng trong hot ng kinh doanh th ngy cng tr nn gay gt. Do , ngn hng Agribank Bnh Minh nn sm tm ra nhng gii php thch hp hot ng kinh doanh th pht trin hn na. 4.1.2. Tnh hnh s dng th thanh ton ti Agribank Bnh Minh giai on t 2007 6 thng u nm 2010 4.1.2.1. Tnh hnh thanh ton th Success ti Agribank Bnh Minh t 2007 6 thng u nm 2010 a. Tnh thanh ton th Success ti Agribank Bnh Minh t 2007 2009 Vi thi quen s dng tin mt ca ngi tiu dng trong thanh ton nn vic trin khai dch v thanh ton bng th ATM ca Ngn hng l kh kh khn. Tuy nhin vi s n lc ca Ngn hng trong vic a dch v th n vi cng ng trong nhng nm gn y th tnh hnh thanh ton qua th dn c ci thin v cng t c nhng kt qu kh quan. Bng 4.3. TNH HNH THANH TON TH SUCCESS TI AGRIBANK BNH MINH GIAI ON 2007 - 2009 VT: Triu ng Chnh lch Ch tiu 2007 2008 2009 2007/2008 S tin Doanh s rt tin mt Doanh s chuyn khon Tng T l % 35,88 60,21 37,34 Chnh lch 2008/2009 S tin T l % 144,87 182,89 147,54
94.454 128.345 314.300 6.030 9.660 27.330
33.891 3.630 37.521
185.955 17.670 203.625
100.484 138.005 341.630
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Lun vn tt nghip
Khoa Kinh t & QTKD
Doanh s thanh ton l tng doanh s rt tin v chuyn khon ca khch hng. S lng th pht hnh ch c th phn nh s ph bin ca mt loi th, nhng nh gi hiu qu s dng th th doanh s thanh ton l mt ch tiu phn nh vn ny. Qua bng s liu trn ta thy doanh s thanh ton u tng qua cc nm. C th nm 2008 doanh s thanh ton l 138.005 triu ng tng 37,34% so vi nm 2007. c bit hn l trong nm 2009 doanh s thanh ton t mc k lc t trc cho n nay, t 341.629 triu ng vi tng 203.624 triu ng, xp x 2,5 ln so vi tng doanh s thanh ton nm 2008 v vi mc tng 147,54% so vi nm 2008. Trong , doanh s rt tin mt trn my ATM khng ngng tng ln qua cc nm t 2007- 2009 v lun t trn 90% tng doanh s thanh ton c thc hin qua my ATM v cc n v chp nhn th. C th, doanh s rt tin mt trong nm 2008 tng 35,88% so vi nm 2007. Vic doanh s rt tin mt lun tng v chim t trng cao nh vy l do thi quen s dng tin mt ca ngi Vit Nam ni chung v ca ngi dn Bnh Minh ni ring, ch quen thanh ton bng tin mt ch t khi s dng th thanh ton bng chuyn khon. H ch xem th l mt v tin in t c th rt tin d dng v khng phi mang theo v cng nh mt s li ch khc m th Success mang li. Nguyn nhn trn cng l mt trong nhng nguyn nhn gp phn lm cho doanh s rt tin mt trong nm 2009 tng 144,87% so vi nm 2008. Ngoi ra mt nguyn nhn khc na l do trong nm 2009 ngi dn c nhu cu chi tiu cao, doanh nghip c nhu cu u t xy dng c s vt cht h tng, nh xng, chi tiu mua nguyn vt liu m ch yu thc hin vic chi tr bng tin mt. V th lm cho doanh s rt tin mt tng cao. Bn cnh vic s dng th Agribank - Success rt tin th th cn c s dng chuyn khon, doanh s thanh ton bng chuyn khon trong giai on t nm 2007- 2009 u tng mnh. C th nm 2008 tng 60,21% so vi nm 2007. S d doanh s chuyn khon tng l do nhu cu chuyn tin t gia nh cho cc hc sinh xa, hoc i du lch cng kh ln. Bc sang nm 2009, doanh s chuyn khon tng ln ti 182,89% (gn gp 3 ln) so vi nm 2008. Nguyn nhn c th l do trn a bn ngy cng c nhiu doanh nghip thc hin vic chi tr lng cho nhn vin qua ti khon GVHD: Trng Th Thy Hng 57 SVTH: Hunh Minh Trng
Lun vn tt nghip
Khoa Kinh t & QTKD
th ATM (tn t chi ph v thi gian). Bn cnh , do Ngn hng Nh nc ra Ch th 20 khuyn khch cc doanh nghip tr lng qua ti khon, m bc u s c thc hin vi cc c quan hnh chnh s nghip hng lng t Ngn sch nh nc. b. Tnh thanh ton th Success ti Agribank Bnh Minh t 6 thng u nm 2009 6 thng u nm 2010 Bng 4.4. TNH HNH THANH TON TH SUCCESS TI AGRIBANK BNH MINH GIAI ON 6 THNG U NM 2009 6 THNG U NM 2010 VT: Triu ng Chnh lch 6T Ch tiu 6 thng u 2009 6 thng u 2010 2009/6T 2010 S tin 65.754 8.194 73.948 T l % 46,49 66,63 48,10
Doanh s rt tin mt Doanh s chuyn khon Tng
141.435 12.298 153.733
207.189 20.492 227.681
T nhng thnh qu t c trong nm 2009, doanh s thanh ton 6 thng u nm 2010 tip tc tng ln 73.948 triu ng (tng 48,10%) so vi 6 thng u nm 2009. Trong doanh s rt tin mt vn chim t trng cao (chim gn 91%) trong tng doanh s thanh ton. Trong khi , doanh s chuyn khon cng tng ln ng k chim 66,63% so vi 6 thng u nm 2009. Nguyn nhn l do cc doanh nghip thu mua, ch bin nng sn trn a bn bt u c xu hng tr tin mua hng cho b con nng dn qua chuyn khon nhm trnh ri ro v c th qun l tin cht ch hn. Tm li, doanh s thanh ton th Success pht sinh tng qua cc nm l du hiu ng mng i vi ngn hng, cho thy khch hng ngy cng tin tng vo dch v th ca Ngn hng cng nh nhng li ch m chic th Success mang li. GVHD: Trng Th Thy Hng 58 SVTH: Hunh Minh Trng
Lun vn tt nghip nm 2007 6 thng u nm 2010
Khoa Kinh t & QTKD
4.1.2.2. Tnh hnh thanh ton th tn dng ti Agribank Bnh Minh t a. Tnh hnh thanh ton th tn dng ti Agribank Bnh Minh t nm 2007 2009 Bng 4.5. TNH HNH THANH TON TH TN DNG TI AGRIBANK BNH MINH GIAI ON 2007 - 2009 VT: Triu ng Chnh lch Ch tiu Thanh ton HH, DV ng tin mt Tng 2007 2008 2009 2007/2008 Chnh lch 2008/2009 T l % 90,24 150,68 142,32
S tin T l % S tin 50 301 351 82 156 32 210 242 64 69,76 68,94 74 770 844
511 1.281 593 1.437
Qua bng s liu trn ta thy, tng doanh s thanh ton hng ha dch v ca th tn dng qua cc nm 2007, 2008, 2009. Tuy nhin, tc tng qua cc nm khng u. C th, nm 2008 tng doanh s thanh ton ca th tn dng t 593 triu ng tng 68,94% so vi nm 2007, nm 2009 tng doanh s thanh ton t 1.437 triu ng tng 844 triu ng (tng 142,32%) so vi nm 2008. Trong thanh ton bng th tn dng th vic ng tin mt trong thanh ton chim phn ln tng doanh s thanh ton ca th tn dng, c th doanh s ng tin mt trong nm 2008 tng 69,76% so vi nm 2007. Nguyn nhn l do thi quen trong chi tiu ca ngi dn l dng tin mt, h ch xem chic th l mt chic v a nng vi nhiu tin ch nh rt tin mt nhanh chng, ct gi tin an ton, nh gn d mang theo. Tip tc tng trng trn, nm 2009 doanh s ng tin mt tng vi gi tr rt cao, t 1.281 triu ng, tng 150,68% so vi nm 2008. Nguyn nhn l do cc doanh nghip trn a bn Bnh Minh c s u t trang thit b, my mc hin i, xy dng c s h tng. V th cc doanh GVHD: Trng Th Thy Hng 59 SVTH: Hunh Minh Trng
Lun vn tt nghip
Khoa Kinh t & QTKD
nghip c nhu cu ng tin mt rt ln trong hot ng kinh doanh ca mnh. Mt khc, i vi doanh s thanh ton hng ha - dch v bng th tn dng qua cc nm cng khng ngng tng ln nhng khng bng doanh s ng tin mt trong thanh ton. Nguyn nhn l do nhng khch hng s dng dch v thanh ton hng ha - dch v bng th tn dng ch yu l khch du lch nc ngoi nhng lng khch du lch nc ngoi hng nm l rt t. Ngoi ra, cc a im c my POS, cc n v chp nhn th thanh ton hng ha - dch v trn a bn cn rt t. V vy, thanh ton hng ha - dch v bng th tn dng l rt hn ch m ch yu l thanh ton bng vic ng tin mt. b. Tnh hnh thanh ton th tn dng ti Agribank Bnh Minh t 6 thng u nm 2009 6 thng u nm 2010 Bng 4.6. TNH HNH THANH TON TH TN DNG TI AGRIBANK BNH MINH GIAI ON T 6 THNG U NM 2009 6 THNG U NM 2010 VT: Triu ng 6 thng u nm 2009
73 465 538 (Ngun: Phng Kinh doanh )
Ch tiu
6 thng u nm 2010
95 648 743
Chnh lch 6T 2009/6T 2010 S tin

22 183 205
T l %
30,14 39,35 38,10
Thanh ton HH, DV ng tin mt Tng
Da vo bng s liu ta thy, doanh s thanh ton th tn dng 6 thng u nm 2010 t 743 triu ng tng 38,10% so vi 6 thng u nm 2009. Do thi quen ca ngi tiu dng l s dng tin mt trong chi tiu nn doanh s ng tin mt trong thanh ton vn chim t trong cao trong tng doanh s thanh ton, vi mc tng 39,35% so vi 6 thng u nm 2009. Trong khi , vic s dng th tn dng thanh ton hng ha - dch v tuy c tng so vi 6 thng u nm 2009 (tng 30,14%) nhng v cn nhiu hn ch v h thng my POS, cc im
60
Lun vn tt nghip nng ca loi hnh thanh ton ny.
Khoa Kinh t & QTKD
chp nhn th nn hnh thc thanh ton ny vn cha pht trin ng vi tim Tm li, tnh hnh thanh ton th tn dng u tng qua cc nm nhng do s lng khch hng cn tng i t. Bn cnh cn c nhng hn ch v h thng my ATM/POS v cc im chp nhn th. V vy, Ngn hng cn c nhng gii php pht trin loi hnh thanh ton ny tng xng vi nhu cu v qui m dn s trn a bn. 4.1.2.3. So snh doanh s thanh ton gia th Success v th tn dng giai on t nm 2007 6 thng u nm 2010 a. So snh doanh s thanh ton gia th Success v th tn dng giai on t nm 2007 2009 Th thanh ton ni a lun chim u th v doanh s thanh ton so vi th tn dng quc t. T bng 4.3 v bng 4.5 ta c bng s liu so snh sau: Bng 4.7. SO SNH DOANH S THANH TON CA TH SUCCESS V TH TN DNG GIAI ON 2007 2009 VT: Triu ng Chnh lch Ch tiu 2007 2008 2009 2007/2008 T S tin Th Success Th tn dng Tng 351 100.835 593 1.437 242 0,65% 844 0,42% 100% 138.598 343.067 37.763 100% 204.469 100.484 138.005 341.630 37.521 99,35% 203.625 99,58% trng S tin Chnh lch 2008/2009 T trng
( Ngun: Tng hp t bng 4.3 v 4.5 )
Nhn chung, tng doanh s thanh ton th qua cc nm c th ni l kh kh quan, nm 2007 tng doanh s thanh ton t 100.835 triu ng, nm 2008 l 138.598 triu ng, nm 2009 l 343.006 triu ng. Tuy nhin, doanh s thanh ton bng th tn dng chim t trng kh nh ch khong GVHD: Trng Th Thy Hng 61 SVTH: Hunh Minh Trng
Lun vn tt nghip
Khoa Kinh t & QTKD
1%, cn doanh s thanh ton bng th Success li chim t trng n khong 99%. S d c s chnh lch ng k vy l do s lng th tn dng c Agribank Bnh Minh pht hnh cng nh s ngi s dng l kh t (gn 200 th), nn doanh s thanh ton khng ng k nu so vi s lng th Success c pht hnh l 1.946 th tnh n ht nm 2009. V phn ln khch hng s dng v thanh ton th tn dng ch yu l ngi nc ngoi lm vic, sinh sng trn a bn huyn Bnh Minh v khch du lch nc ngoi. Ngoi ra, cc giao dch bng th tn dng th phi tn mt khong ph nht nh trong khi thanh ton bng th Success khng tn ph. Bn cnh , nhu cu s dng v thanh ton bng th Success trn a bn l rt ln v ngy cng c xu hng tng cao cng l mt trong nhng nguyn nhn lm cho t trng thanh ton ca th tn dng ngy cng gim xung. b. So snh doanh s thanh ton gia th Success v th tn dng t 6 thng u nm 2009 - 6 thng u nm 2010 Bng 4.8. SO SNH DOANH S THANH TON CA TH SUCCESS V TH TN DNG GIAI ON 6 THNG U NM 2009 6 THNG U NM 2010 VT: Triu ng 6 thng u 2009
153.733 538 154.271
Ch tiu
6 thng u 2010
227.681 743 228.424
Chnh lch 6T 2009/6T 2010 S tin

73.948 205 74.153
T trng
99,72% 0,28% 100%
Th Success Th tn dng Tng
( Ngun: Tng hp t bng 4.4 v 4.6 )
Tng t nh doanh s thanh ton th qua cc nm 2007, 2008, 2009 th 6 thng u nm 2010 doanh s thanh ton ca th Success lun chim t trng cao (chim 99,72%) trong tng doanh s thanh ton. Trong khi i vi doanh s thanh ton ca th tn dng l rt thp, ch chim 0,28% trong tng doanh s thanh ton. Nguyn nhn ca s chnh lch ny l th Success vn c hu ht GVHD: Trng Th Thy Hng 62 SVTH: Hunh Minh Trng
Lun vn tt nghip
Khoa Kinh t & QTKD
ngi tiu dng a chung. Bn cnh , i tng khch hng ca th Success l tng i rng, tt c cc c nhn thuc mi thnh phn trong x hi u c th s hu mt tm th Success. Trong khi , i tng khch hng ca th tn dng l tng i hp, ch nhng ngi c ti chnh lnh mnh, ngi c nhu cu i du hc nc ngoi, i du lch mi s dng th tn dng. Ngoi ra, thc hin cc giao dch bng th tn dng thng tn mt khong ph trong khi th Success th khng cn. 3.2.3. S lng cc giao dch thc hin qua h thng giai on t nm 2007 6 thng u nm 2010 4.1.3.1. S lng cc giao dch thc hin qua h thng giai on t nm 2007 2009 Bn cnh s tng trng doanh s thanh ton ca dch v th th s lng cc giao dch thc hin qua h thng cng c nhng kt qu kh quan. Bng 4.9. S LNG GIAO DCH C THC HIN QUA H THNG AGRIBANK GIAI ON 2007 - 2009 VT: Ln giao dch Chnh lch Ch tiu 2007 2008 2009 2007/2008 S ln S lng rt tin mt S lng chuyn khon Tng 16.723 1.173 17.896 19.425 1.689 21.114 33.846 2.844 36.690 2.702 516 3.218 T l % 16,16 43,99 17,98 Chnh lch 2008/2009 S ln T l %
14.421 74,24 1.155 68,38 15.576 73,77
( Ngun: Phng Kinh doanh )
Qua bng s liu cho thy, s lng cc giao dch thc hin qua my ATM v ti cc n v chp nhn th tng qua cc nm. C th, s lng giao dch nm 2007 l 17.896 giao dch, nm 2008 tng ln mc 21.114 giao dch tng 3.218 giao dch (tng 17,98%) so vi nm 2007. Nguyn nhn l do Ngn hng GVHD: Trng Th Thy Hng 63 SVTH: Hunh Minh Trng
Lun vn tt nghip
Khoa Kinh t & QTKD
lun ch trng trong u t vo m rng thm h thng my ATM cng nh cc n v chp nhn th ca Agribank trn ton a bn. Sang nm 2009 s lng giao dch tng gn gp i so vi lng giao dch nm 2008, vi mc tng rt cao l 73,77% (tng 15.576 giao dch) so vi nm 2008, tng 105,02% so vi nm 2007. S d s lng giao dch tng cao mt phn l do Ngn hng m rng h thng my ATM. Bn cnh , Ngn hng cng y mnh chnh sch pht hnh th bng cc hnh thc min ph m th, gim mc k qu v nhiu chnh sch khuyn mi khc vo nhng dp l, tt khi khch hng thanh ton qua th Agribank. Trong tng s lng cc giao dch thc hin th cc giao dch rt tin mt l ch yu (khong 92%) trong tng s lng giao dch v u tng qua cc nm. Nm 2008 tng 16,16% so vi nm 2007. Nm 2009 tng 74,24% so vi nm 2008. Nguyn nhn ch yu ca tnh hnh s lng rt tin mt u tng qua cc nm l do nhu cu s dng tin mt cng nh thi quen tiu dng tin mt ca ngi tiu dng lm cho phn ln cc giao dch rt tin mt chim i a s. Trong khi , s lng chuyn khon chim t trng tng i thp (hn 8%) trong tng s lng giao dch. Tuy chim t trng thp trong tng s lng giao dch nhng s ln chuyn khon qua cc nm 2007, 2008, 2009 u c s tng trng n nh. Nm 2008 tng 43,99% so vi nm 2007 l do mt s doanh nghip hnh chnh s nghip thc hin vic ch th 20 ca Ngn hng Nh nc chi tr lng bng chuyn khon. Sang nm 2009 ch th 20 thc s c cc doanh nghip nhn thc c vai tr, thun li ca vic chi tr lng bng chuyn khon tit kim thi gian v chi ph, gim lng tin lu thng trong nn kinh t nn hu ht cc doanh nghip trn a bn trin khai ch th 20 mt cch ton din. 4.1.3.2. S lng cc giao dch thc hin qua h thng t 6 thng u nm 2009 6 thng u nm 2010 Qua bng s liu bn di ta c th thy r, s lng giao dch c thc hin trong 6 thng u nm 2010 cng tng ln 23,97% (tng 4.155 giao dch) so vi 6 thng u nm 2009. Trong s lng rt tin mt vn chim t trng cao trong tng s lng giao dch (chim 92,54%), iu ny cng do ngi dn cha c thi quen thanh ton tin hng ha - dch v qua th v ch GVHD: Trng Th Thy Hng 64 SVTH: Hunh Minh Trng
Lun vn tt nghip
Khoa Kinh t & QTKD
xem th nh mt chic v in t an ton, tin li c th rt tin mt cch d dng. Mt khc, s lng giao dch c thc hin qua chuyn khon chim t trng kh thp trong tng lng giao dch nhng cng c s tng trng so vi 6 thng u nm 2009 (tng 17,96%). Nguyn nhn l do mt s doanh nghip thu mua nng sn ca b con nng dn trin khai vic chi tr tin hng qua ti khon Ngn hng cho nng dn nhm gim bt ri ro v cng tc qun l tin c tt hn. Bng 4.10. S LNG GIAO DCH C THC HIN QUA H THNG AGRIBANK GIAI ON 6 THNG U 2009 6 THNG U 2010 VT: Ln giao dch Ch tiu S lng rt tin mt S lng chuyn khon Tng 6 thng u nm 2009
15.978
6 thng u nm 2010
19.889
Chnh lch 6T 2009/6T 2010 S ln

3.911
T l %
24,48
1.358 17.336
1.602 21.491
244 4.155
17,96 23,97
4.1.4. Thc trng ca h thng my ATM ca Ngn hng Bng 4.11. DANH SCH CC A IM T MY ATM CA NGN HNG AGRIBANK BNH MINH STT 1 2 a im t my 165/15 Ng Quyn, khm 1, TT.Ci Vn p Tn Thun, x Tn Qui
S lng 1 1
Qua bng s liu cho thy s lng my ATM ca Ngn hng trn a bn cn rt t, ch c 02 my trn a bn. im hn ch l cc my ny u t gn GVHD: Trng Th Thy Hng 65 SVTH: Hunh Minh Trng
Lun vn tt nghip
Khoa Kinh t & QTKD
cc im giao dch ca Ngn hng. Ngn hng nn m rng h thng my ATM n nhng ni khc chng hn nh trng hc, bnh vin Ngoi ra, Ngn hng cng nn lp t mt vi my vng ngoi , xa trung tm huyn tin phc v cho nhng khch hng xa, khng c iu kin i li. Bn cnh vic m rng h thng my ATM th Ngn hng cng cn pht trin mng li chp nhn th cng rt quan trng. Theo thng k ca Ngn hng Nh nc Vit Nam, n 31/12/2009, c nc c 9.345 my ATM, 35.780 im chp nhn thanh ton th POS/EDC; 21,3 triu th ang lu hnh do 42 t chc cung ng dch v pht hnh th. Hin ti, Ngn hng tham gia lin minh th vi cc Ngn hng khc trn khp c nc v th ATM ca Agribank c th rt c ca 18 h thng my ATM ca cc Ngn hng thng mi ti Vit Nam nhng cha p ng c y nhu cu ca ngi tiu dng. C mng li chp nhn th rng ln hn s to thun li cho khch hng trong qu trnh thanh ton. C th ni vic hn ch h thng my ATM v mng li chp nhn th ca ngn hng l do hot ng kinh doanh th ca Ngn hng Agribank Bnh Minh cng mi pht trin vo nm 2007, cha pht trin ht tim nng ca mnh v mt s Ngn hng lin kt vi Agribank cng cha c mt trn a bn. Tm li, qua nhng s liu phn tch trn ta c th thy c hot ng pht hnh v thanh ton th ca Agribank Bnh Minh qua giai on 2007- 6 thng u nm 2010 l rt kh quan v ngy cng c m rng. Kt qu ny c th hin qua s lng th c pht hnh cng nh doanh s thanh ton qua cc nm u c s tng trng mnh. V pht trin dch v th to ra mt hnh thc huy ng vn rt ln cho Agribank Bnh Minh t lm tng kh nng kinh doanh cng nh mang li thm li nhun cho Ngn hng. Bn cnh , vic m rng thanh ton khng dng tin mt ngy cng c Nh nc ng h v khuyn khch thng qua cc vn bn php l nht nh, c bit l dch v th. V trong tin trnh hi nhp kinh t din ra mnh m nh hin nay vic m rng cc hnh thc thanh ton th l mt bc i cn thit v ng n nhm nng cao hnh nh ca Agribank Bnh Minh ni ring v khng nh v th l Ngn hng Agribank Vit Nam ni chung.
66
Lun vn tt nghip
Khoa Kinh t & QTKD
Tuy nhin, bn cnh nhng kt qu t c th dch v th ca ngn hng vn cn ang gp khng t nhng kh khn v h thng my ATM, p lc cnh tranh t cc ngn hng khc v t bit l tm l tiu dng ca ngi dn Vit Nam Chnh nhng iu ny nh hng khng nh n vic pht trin cng nh nng cao cht lng dch v ca th Agribank. V th, Ngn hng cn phi c nhng gii php v chnh sch ph hp khc phc nhng kh khn v a th Agribank tr thnh mt phng tin thanh ton ph bin trong cng ng dn c. 4.3. PHN TCH MC HI LNG CA KHCH HNG I VI DCH V TH CA AGRIBANK TI CHI NHNH HUYN BNH MINH 4.2.1. Khi qut nhng thng tin ca khch hng 4.2.1.1. Gii tnh v tui ca khch hng Bng 4.12. GII TNH V TUI CA KHCH HNG Gii tnh Nam N Tng Tui t 18 - 30 14 16 30 Tui t 31-40 8 7 15 Tui t 41- 50 3 2 5 Tui t > 51 0 0 0 Tng 25 25 50 T l (%) 50 50 100
( Ngun: Kho st thc t )
V gii tnh: T l nam n l bng nhau, 50% nam = 50% n, nhm gip cho cuc iu tra mang tnh khch quan hn. V qua kt qu kho st ta thy khch hng s dng th c tui t 18-50. Trong th phn ln khch hng nm trong khong 18-30 tui, chim 60% trong tng s mu c phng vn y l i tng ngi dng tr, nng ng, h d dng tip cn v chp nhn hnh thanh ton mi, hin i. Nhm khch hng trong tui 31-40 s dng th cng tng i nhiu, thng l nhng i tng c kh nng to ra thu nhp cho bn thn v hu ht c ngh nghip n nh, chim 30% trong tng s ngi c phng vn. V i vi nhm khch hng trong tui t 41-50 s dng th tng i t, ch chim 10% trong tng s ngi c phng vn. c GVHD: Trng Th Thy Hng 67 SVTH: Hunh Minh Trng
Lun vn tt nghip
Khoa Kinh t & QTKD
im chung ca khch hng thuc tui ny l h thng thn trng, t chp nhn ri ro v khng thng s dng th. V vy, Ngn hng Agribank Bnh Minh cn tip cn vi i tng ny, s c nhiu c hi cho vic pht hnh th trong tng lai. Cn i vi khch hng c tui trn 51 tui th theo kho st l khng c khch hng no s dng th. 4.2.1.2. Ngh nghip v thu nhp ca khch hng Bng 4.13. NGH NGHIP V THU NHP CA KHCH HNG Ngh nghip Cn b Thu nhp HS-SV cng nhn vin Di 1,5 triu 1,5 triu2.5triu 2.5 triu3,5 triu 3,5 triu4.5 triu Trn 4.5 triu Tng 4 5 0 0 0 9 0 2 9 6 1 18 Ch doanh nghip 0 0 2 1 5 8 Tiu thng 0 1 3 3 0 7 Tng
Khc
2 3 3 0 0 8
6 11 17 10 6 50
Qua kt qu phng vn, ngh nghip ca khch hng hu nh l hc sinh sinh vin chim 18%, cn b cng nhn vin chim 36%, ch doanh nghip chim 16%, tiu thng chim 14% v cc ngnh ngh khc chim 16%. Trong cn b cng nhn vin chim t l cao nht vi 36% so vi cc ngnh ngh khc y l mt con s kh cao. Nguyn nhn l cn b cng nhn vin a s l nhng ngi c ngh nghip v thu nhp n nh, h s dng th thanh ton ch yu l thanh ton tin lng. Bn cnh , h cng s dng th thanh ton cho cc dch v pht sinh trong sinh hot hng ngy nh mua sm, n ungv theo kt qu iu tra th nhm khch hng l cn b cng nhn vin chim t l cao nht trong nhm ngi c thu nhp t 2,5 3,5 triu ng v y cng l nhng khch hng truyn thng ca ngn hng trong th phn th. Chim 18% GVHD: Trng Th Thy Hng 68 SVTH: Hunh Minh Trng
Lun vn tt nghip
Khoa Kinh t & QTKD
trong s lng khch hng s dng th ATM l hc sinh - sinh vin v thu nhp ca nhm ny tng i thp dao ng trong khong t di 1,5 2,5 triu. Tuy nhin y l nhm khch hng tr, nng ng, nm nt thng tin v th mt cch nhanh chng. C th ni y l mt trong nhng khch hng tim nng ca ngn hng trong vic pht trin dch v th. Bn cnh th nhng ngi c thu nhp cao t 3,5 trn 4,5 triu ng tp trung nhm khch hng l ch doanh nghip, h s dng th tng i nhiu v s dng th mang li nhiu thun tin. Thm vo th nhng ngi c thu nhp cao, ngh nghip n nh v nhng th h tr hin nay, h nm bt thng tin v th rt nhanh chng v quan tm n dch v ny ngy cng nhiu. Ngoi ra, qua kt qu cho thy nhng ngi tiu thng tuy c thu nhp tng i cao nhng s dng th cn rt thp, ngn hng nn m rng th trng th n i tng ny. Mt khc, nhm khch hng c ngnh ngh khc cng chim t l khng nh, chim 16% trong tng s ngi c phng vn v qua qu trnh tng hp s liu thi nhm c ngnh ngh khc thng l nng dn. Tuy h cn kh xa l vi vic s dng th nhng do nhu cu cng vic l thng thng cc doanh nghip bao tiu sn phm ca nng dn nn s tin phi chi tr cho b con cng rt ln nn cc doanh nghip chn gii php l tr tin bng cch chuyn khon nn nhm khch hng l nng dn cng l i tng tim nng m ngn hng cng nn ch trng khai thc. Vic m rng th trng th n nhiu phn khc khch hng s gip cho hot ng kinh doanh th ca ngn hng ngy mt hon thin hn. 4.2.2. Ngun thng tin v th ca khch hng Bng 4.14. CC NGUN THNG TIN V TH CA KHCH HNG Tiu ch Khi giao dch ti ngn hng Ngi thn, bn b Internet, bo ch Tivi, radio T bm, pano ngoi tri
S lt chn/50 mu 19 18 19 24 19
T l (%) 38 36 38 48 38
69
Lun vn tt nghip
Khoa Kinh t & QTKD
38%
48%
38% 36% 38%
0%
10%
20%
30%
40%
50%
Khi giao dch ti ngn hng Tivi, radio
Ngi thn, bn b T bm, pano ngoi tri
Internet, bo ch
Hnh 4.1. CC NGUN THNG TIN V TH CA KHCH HNG Ngy nay th phng tin thng tin rt a dng nh: tivi, bo ch, internet, pano p phchTheo mu phng vn cho thy hu ht cc phng tin tm hiu u c khch hng bit n. Tuy nhin i vi khch hng ti huyn Bnh Minh th phn ln h tip cn thng tin qua knh tivi, radio chim t l 48% chn knh thng tin ny. S d ngun thng tin ny chim phn ln trong cch tip cn thng tin v th ca ngn hng l do ngn hng Agribank c nhiu chng trnh qung co trn cc knh tivi, radio. Thm vo , knh phng tin ny c tnh cht bao ph rng, thng tin bao qut cho c nhiu i tng bit n. Bn cnh , ngi dn trn a bn cha c iu kin tip xc nhiu vi internet, bo ch... nn chic tivi l ngi bn ng hnh vi ngi dn. Ngun thng tin c khch hng tip cn k tip l thng qua vic giao dch ti ngn hng; Internet, bo ch v t bm, pano ngoi tri c cng s ngi la chn chim t l 38% trong tng s 50 mu c phng vn. Khch hng c cc nhn vin ngn hng gii thiu v cc loi th, iu ny th hin s quan tm ca ngn hng i vi khch hng ca mnh. Ngoi ra, Internet, bo ch cng l knh thng tin c cc khch hng tm n m cc khch hng tm n ngun thng tin ny thng l hc sinh sinh vin, cn b cng nhn vin. Vic treo pano ngoi tri cng l knh thng tin hu hiu, cung cp thng tin cho nhiu i tng chng hn nh nhm khch hng l tiu thng, b con nng dn... Ngun thng tin cui cng m c khch hng tip cn thng tin theo hnh thc marketing truyn ming, tc l thng qua ngi thn, bn b, ngi quen gii thiu thng tin v sn phm GVHD: Trng Th Thy Hng 70 SVTH: Hunh Minh Trng
Lun vn tt nghip
Khoa Kinh t & QTKD
th . Ngun thng tin ny cng c khch hng tm n nhiu, chim t l 36% trong mu c phng vn l do khch hng tin tng vo bn b hoc ngi quen c kinh nghim, hiu bit nht nh trong vic s dng th gii thiu li. C th ni tim nng thu ht khch hng mi thng qua khch hng c l yu tt rt quan trng, y cng l mt trong nhng phng tin tt nht qung b sn phm dch v th ca ngn hng. Thng qua vic iu tra, thu thp kin t khch hng v cc phng tin gip khch hng tip cn c vi dch v th s gip ngn hng thy r hn vic pht trin th cn c m rng knh thng tin no v c c chin lc Marketing hp l. 4.2.3. L do khch hng s dng th Nhng l do m khch hng la chn th Agribank hay ni cch khc l nhng tin ch m th Agribank mang li cho khch hng. T khi ra i cho n nay, vi nhng tnh nng ca mnh, nhiu tin ch ca th Agribank c ngi tiu dng nh gi cao. Th Agribank khng ch l phng tin thanh ton gn nh, thun tin m cn nhanh chng v rt an ton trong vic nm gi tin. Bng 4.15. NHNG TIN CH M TH AGRIBANK MANG LI CHO KHCH HNG Tiu ch Ct gi tin an ton Nh gn, d mang theo Giao dch nhanh chng Nhu cu cng vic L do khc
S lt chn/50 mu 33 29 17 22 0
T l (%) 66 58 34 44 0
71
Lun vn tt nghip
Khoa Kinh t & QTKD
44% 66%
34% 58%
Ct gi tin an ton Giao dch nhanh chng
Nh gn, d mang theo Nhu cu cng vic
Hnh 4.2. NHNG TIN CH M TH AGRIBANK MANG LI CHO KHCH HNG Da vo kt qu nghin cu trn ta thy, iu u tin khin ngi s dng la chn th Agribank l ct gi tin an ton chim 66% ca mu c phng vn. iu khin ngi s dng la chon tip theo l nh gn, d mang theo chim 58% ca mu. Tip theo l do nhu cu cng vic cng l l do ngi tiu dng la chn th Agribank, chim 44% trong tng s ngi c hi. Tuy nhin, yu t giao dch nhanh chng vn cha c nhiu ngi s dng nh gi cao trong s cc tin ch ca th thanh ton, ch chim 34% trong mu nghin cu. iu ny cho chng ta thy rng vn cn nhiu hn ch v nhng bt cp trong qu trnh giao dch lm cho ngi s dng tn nhiu thi gian. Bn cnh , cn c mt s kin phng vn trc tip khch hng v nhng tin ch ca th Agribank: Anh Tm nhn vin kinh doanh trong cng ty Bui Nm Roi Hong Gia cho bit: dng th tin cho Ti rt nhiu mt, Ti khng th lc no cng mang theo nhiu tin mt bn ngi i tr tin hng cho khch hng c, c th ATM th mnh c th gi tin vo ri chuyn khon tr cho b con nng dn, mnh ch cn mang theo mt t tin p ng nhng nhu cu ti thiu, nu cn chi tiu nhiu th mnh ra my ATM rt tin, cng tn thi gian hn thay v mnh phi chy v nh ly tin. GVHD: Trng Th Thy Hng 72 SVTH: Hunh Minh Trng
Lun vn tt nghip
Khoa Kinh t & QTKD
Ch Ngc tiu thung ch Bnh Minh cng cho bit: S dng th th ti thy rt tin li, chng hn nh khi mnh cm tin trong tay m c th th mnh c th gi vo , tiu xi phung ph. Hay l mnh c th th mnh c th gi tin vo th ri khi no ln Si Gn ly hng v ch cn mang th theo v mt t tin bn ngoi trnh b cp git, mc ti... Tin ch ca th Agribank ngy cng bc l r v c ngi tiu dng ng h, vic bn cm mt tm th nha ra ng s an ton hn rt nhiu so vi vic bn cm mt lng tin mt tng ng. Tin trong th cng c bo m bng s Pin, d c ngi cm th ca bn cng khng th s dng s tin bn trong th. V bt k lc no bn cn s dng tin mt bn u c th rt tin mt ti my ATM gn nht. T khi phng thc thanh ton bng th ra i th n lm gim p lc trong vic lu thng tin mt trn th trng. Vi nhng phng thc thanh ton in t, cc giao dch c gii quyt qua h thng ngn hng thng qua hnh thc chuyn khon, qua gip mi ngi tit kim c v thi gian v an ton hn trong vic vn chuyn tin i li. Tm li, nhng tin ch m cc dch v th ca Agribank mang li gp phn tng bc ph v thi quen a s dng tin mt ca ngi tiu dng, gim chi ph x hi, nng cao kh nng qun l tin t ca nh nc cng nh gp phn hu ch vo vic to dng nn mng cho s hnh thnh mt nn thng mi in t cn non tr ca nc ta. 4.2.4. nh gi ca khch hng v ph m th Bng 4.16. NH GI CA KHCH HNG V PH M TH Cm nhn Qu Thp Thp Chp nhn c Cao Qu cao Tng S ngi 0 14 27 9 0 50
T l (%) 0 28 54 18 0 100
73
Lun vn tt nghip
Khoa Kinh t & QTKD
18%
28%
54%
Thp
Chp nhn c
Cao
Hnh 4.3. NH GI CA KHCH HNG V PH M TH Qua bng s liu ta thy, ph m th ca Ngn hng Agribank th khch hng cho l chp nhn c chim 54% ca mu. Nguyn nhn l do Ngn hng c nhng chnh sch khuyn mi, min gim ph m th nhm cnh tranh vi cc Ngn hng khc trn a bn. Bn cnh , qua bng s liu v mc thu nhp ca ngi dn th mc t 1,5 4,5 triu chim a s v th mc ph ca Ngn hng a ra l ph hp vi mc thu nhp ca ngi dn trn a bn. i vi nhng ngi c mc thu nhp cao th c 28% cho rng mc ph m th ca Ngn hng l thp. Bn cnh , cc nhm i tng nh ch doanh nghip, cn b cng nhn vin, tiu thng l nhng ngi c thu nhp n nh ch ch trng n mc ch s dng th hoc h cn m ti khon phc v cho nhu cu hin ti nn khng th ch n khi c t m th min ph. Ngoi ra, h cng khng my quan tm n vic m th min ph do thu nhp ca h cao. Tuy nhin, c 18% ca mu c phng vn cho rng ph m th ca Ngn hng l cao. H thng l nhng i tng hc sinh sinh vin, nng dn. H c nhu cu m th min ph hoc gim mc ph m th. T , cho thy Ngn hng cng nn c nhng chnh sch khuyn mi hp l nhm thu ht nhm i tng khch hng ny. Tuy nhin, Ngn hng nn ch vic khuyn mi phi cho hp l, v vic khuyn mi min, gim ph m th i vi ngn hng l rt kh thc hin, do vn ti chnh ca Ngn hng cn hn ch. Do , vic thc hin khuyn mi s khng nn din ra thng xuyn m ch trong mt khong thi gian nht nh. Nu Ngn hng c nhiu chng trnh khuyn mi min ph thng xuyn th s c nhiu ngi n t lm th iu s lm cho Ngn hng phi tn chi ph qun l, pht hnh, nhn s nhng Ngn hng ch tng ln lng khch hng o, t GVHD: Trng Th Thy Hng 74 SVTH: Hunh Minh Trng
Lun vn tt nghip
Khoa Kinh t & QTKD
s lm cho vic khuyn mi phn tc dng. Cho nn Ngn hng cn tp trung vo nhng khch hng thc s c nhu cu. Bn cnh , ngoi vic iu chnh v mc ph m th th ngn hng cng nn ch trng trong vic pht trin thm cc dch v trn th ngi tiu dng quan tm n sn phm th ca khch hng nhiu hn. 4.2.5. Mc s dng th ca khch hng Mc s dng th hay s ln s dng th ca khch hng s phn nh mc thng dng ca th thanh ton trong hot ng thanh ton ti a bn. Qua kt qu kho st 50 ngi ti huyn Bnh Minh ta thy, s ln s dng th trong thng ca ngi tiu dng rt hn ch, a phn nhng ngi c kho st u s dng th di 5 ln trong mt thng l nhiu nht, s ngi s dng th t 5 10 ln/thng ch mc trn trung bnh, s ngi s dng th trn 10 ln/thng chim t l rt nh. iu ny cho thy tnh thng dng ca th vn cn thp. Bng 4.17. MC S DNG TH AGRIBANK CA KHCH HNG TI HUYN BNH MINH S ln s dng trong thng Di 5 ln T 5 10 ln Trn 10 ln Tng
S ngi 28 21 1 50
T l (%) 56 42 2 100
T l (%)
2% 42% 56%
Di 5 ln
T 5 10 ln
Trn 10 ln
Hnh 4.4. MC S DNG TH AGRIBANK CA KHCH HNG TI HUYN BNH MINH GVHD: Trng Th Thy Hng 75 SVTH: Hunh Minh Trng
Lun vn tt nghip
Khoa Kinh t & QTKD
Nhng t l trn cho thy mt iu, ti huyn Bnh Minh mc thng dng ca th Agribank cn tng i thp. S ngi s dng th di 5 ln trong 1 thng ln ti 28 ngi chim 56%. S ngi s dng th t 5 n 10 ln trong 1 thng c 21 ngi chim 42%, trong khi s ngi s dng th trn 10 ln chim t l rt nh (1 ngi chim 2%). Th Agribank vi nhiu tin ch ca mnh, p ng kh nhiu yu cu ca khch hng nhng vn khng c s dng nhiu l mt bt cp ca th trng th Agribank ti huyn Bnh Minh. 4.2.6. nh gi mc hi lng ca khch hng i vi dch v ca th Bng 4.18. MC HI LNG CA KHCH HNG I VI DCH V CA TH Mc hi lng Ch tiu Rt khng hi lng Li sut Ph dch v V tr t my Dch v trn th Cht lng my Thi phc v ca nhn vin 0% 0% 4% 82% 14% 100%
Khng hi lng 12% 12% 48% 2% 12%
Khng c kin 58% 62% 40% 6% 26% 30% 26% 6% 52% 54% Hi lng
Rt hi lng
Tng
0% 0% 6% 0% 2%
0% 100% 0% 100% 0% 100% 40% 100% 6% 100%
76
Lun vn tt nghip
Thi p.v ca nv 4% Cht lng my 2% 12% D.v trn th 2% 6% V tr t my 6% Ph dch v Li sut
12% 12% 48% 62% 58% 26% 52% 82%
Khoa Kinh t & QTKD

14% 54% 40% 40% 26% 30% 6% 6%
Rt khng hi lng
Khng hi lng
Khng c kin
Hi lng
Rt hi lng
Hnh 4.5. MC HI LNG CA KHCH HNG I VI DCH V CA TH T kt qu kho st, ta c th thy c hin ti khch hng ang hi lng vi nhng dch v c cung cp trn th nh: thi phc v ca nhn vin (chim 82%); cht lng my (chim 54%); dch v trn th (chim 52%); v li sut (chim 30%), ph dch v (chim 26%). y l nhng ch tiu c khch hng nh gi cao. S d khch hng nh gi cao nhng ch tiu ny l do Ngn hng c mt i ng cn b chuyn mn nghip v cao, yu ngh, hng dn tn tnh, chu o i vi khch hng; cht lng my tng i n nh v hot ng tng i tt. Bn cnh Ngn hng cng hon thin nhiu tnh nng mi nh np tin in thoi, thanh ton tin hng ha, np tin game, nhn tin cho ch th nhng thng tin s d ti khon, ti khon tng gim nh th no nhm phc v nhu cu ca ngi tiu dng ngy mt tt hn; Yu t tip theo c s hi lng ca khch hng l li sut, Ngn hng thng tng li sut vo nhng dp l, tt, i vi nhng khch hng truyn thng th c li sut u i ring, nhm cnh tranh vi cc Ngn hng khc cng nh to lng tin ni khch hng; Ngoi ra, Ngn hng cng min, gim cc mc ph nh ph dch v nh in, sao k ha n, min ph giao dch ti my ATM ca Agribank. ng thi Ngn hng ang tip tc pht trin thm cc dch v trn th v hon thin hn na cht lng cc my rt tin nhm t c mc hi lng cao nht t pha khch hng. GVHD: Trng Th Thy Hng 77 SVTH: Hunh Minh Trng
Lun vn tt nghip
Khoa Kinh t & QTKD
Bn cnh nhng khch hng c mc hi lng cao vi nhng ch tiu trn, vn cn mt b phn khch hng c kin ngc li. Khch hng khng hi lng v v tr t my ca ngn hng chim 48%, cn li sut tng ng vi ph dch v v bng vi cht lng my chim 12%. S d khch hng thng khng hi lng vi v tr t my vi t l kh cao l do Ngn hng thng t my trung tm ca huyn, khng bao ph c ht a bn, cho nn khch hng thng phi tn chi ph i li thc hin c giao dch. Thm vo , cht lng my cng c Ngn hng kim tra, bo tr thng xuyn nhng cng xy ra tnh trng my b hng, b li, lm cho khch hng tn thi gian v chi ph v phi tm n a im khc giao dch. Ngoi ra, do s cnh tranh gia cc Ngn hng trong cc dch v ca th nh li sut, ph dch v trong hot ng kinh doanh th ca Ngn hng nn c mt nhm khch hng cha cm thy hi lng vi cc dch v ny ca Ngn hng. Tm li, bn cnh nhng yu t tch cc m Ngn hng ny t c th cng c nhng yu t cha hon chnh v dch v th. V th Ngn hng cn hon thin tt hn cc dch v ca th thanh ton nhm phc v tt nhu cu ca khch hng v ngy cng khng nh v tr trong lng ngi tiu dng. 4.2.7. nh gi mc hi lng ca khch i vi cht lng th Bng 4.19. MC HI LNG CA KHCH HNG I VI CHT LNG CA TH kin ca khch hng Ch tiu Rt khng ng Th dy dn, chc chn Thit k mu sc p Di t t b hng Cc loi th t b cong, vnh B mt th kh b try 0% 0% 0% 0% 0% Khng ng 0% 2% 24% 0% 16% Khng c kin 10% 44% 34% 10% 44% ng 68% 52% 36% 72% 40% Rt ng 22% 100% 2% 100% 6% 100% 18% 100% 0% 100% Tng
78
Lun vn tt nghip
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B mt th kh b try
16%
44% 72%
40% 18% 36% 52% 6% 2% 22%
Cc loi th t b cong, vnh 10% Di t t b hng Thit k mu sc p 2% Th dy dn, chc chn 10%
24% 44%
34%
68%
Rt khng ng
Khng ng
Khng c kin
ng
Rt ng
Hnh 4.6. MC HI LNG CA KHCH HNG I VI CHT LNG CA TH Qua bng s liu trn ta thy c hnh thc bn ngoi v cht lng th ATM ca Ngn hng Agribank pht hnh thng c ngi tiu dng chp nhn v ng tnh cao. Trong tiu ch cc loi th t b cong, vnh (chim 72%); th dy dn, chc chn (chim 68%); thit k mu sc p (chim 52%). L do khin khch hng s ng tnh cao i vi hnh thc bn ngoi v cht lng th l do Ngn hng c s u t k lng v cht liu, thit k mu sc p v c thm m cao. Tuy nhin, cng c nhm i tng p vin c phng vn cho rng h khng ng vi cc tiu ch nh di t t b hng (chim 24%), B mt cc loi th kh b try (chim 16%). Nguyn nhn l do hu ht cc Ngn hng trn thi trng trong c Ngn hng Agribank ang pht hnh th ATM di dng th bng t, v th bng t thng hay b try, xc di t th s khng giao dch c vi cc a im chp nhn th, khi khch hng cm thy phin phc khi khng giao dch c v phi tn thi gian n Ngn hng bo tnh trng th b hng th Ngn hng mi cung cp th ch th mt chic th mi. Mt khc th t thng c kh nng bo mt thp. Cho nn trong tng lai Ngn hng nn u t, hng dn khch hng dn chuyn sang th chp vi bn v an ton cao. GVHD: Trng Th Thy Hng 79 SVTH: Hunh Minh Trng
Lun vn tt nghip
Khoa Kinh t & QTKD
Tm li, v hnh thc v cht lng th m Ngn hng ang cung cp th c ngi tiu dng nh gi cao nhng vn cn mt s vn bt cp. V th Ngn hng cn c chin lc pht trin th sao cho ph hp vi mong mun ca khch hng. 4.2.8. S lng khch hng s dng th ATM ca Agribank cng vi th ATM ca cc Ngn hng khc Bng 4.20. S LUNG KHCH HNG S DNG TH ATM CA AGRIBANK CNG VI TH ATM CA CC NGN HNG KHC Th ca nhng ngn hng m khch hng s.d cng lc Agribank Ngn hng Sacombank Vietinbank DongAbank KienLongbank MHB Tng Tn s 6 7 6 3 2 24
Phn trm 25% 29% 25% 13% 8% 100%
Phn trm theo tng th 30% 35% 30% 15% 10% 120%
8% 13% 25% 29% 25%
0%
5%
10%
15%
20%
25%
30%
35%
Sacombank
Vietinbank
DongAbank
KienLongbank
MHB
Hnh 4.7. S LUNG KHCH HNG S DNG TH ATM CA
AGRIBANK CNG VI TH ATM CA CC NGN HNG KHC GVHD: Trng Th Thy Hng 80 SVTH: Hunh Minh Trng
Lun vn tt nghip
Khoa Kinh t & QTKD
Qua bng s liu trn ta thy, khch hng hin c xu hung s dng nhiu th ca lc vi th ca Ngn hng Agribank. Theo thng tin tr li ca p vin th c 25% khch hng m th Ngn hng Si Gn Thng Tn (Sacombank), 29% m th Ngn hng Cng Thng (Vietinbank), 25% m th ca Ngn hng ng , Ngn hng Kin Long v Ngn hng Pht Trin Nh ng Bng Sng Cu Long (MHB) chim t l thp hn nhng Ngn hng khc tng ng l 13% v 8%. S d khch hng c xu hng s dng t hai loi th tr ln ca nhiu Ngn hng khc nhau l do cc Ngn hng Agribank cng vi cc Ngn hng khc trn a bn cnh tranh vi nhau rt quyt lit, th hin l cc th phn ca cc Ngn hng ny thng chnh lch nhau khng ln, khch hng s dng nhiu th ca nhiu Ngn hng th h s hng c nhiu chng trnh khuyn mi t nhiu Ngn hng khc nhau v cc Ngn hng ny thng a ra nhiu chng trnh khuyn mi nh min ph lm th, bc thm trng thng khi m th vo ng ngy l, ngy k nim ca cc Ngn hng iu ny dn n mt lng khch hng tm n nhng Ngn hng khch ngoi Agribank Bnh Minh. Thm vo , do cn hn ch v mt s tin ch ca th m Ngn hng Agribank cha c m cc Ngn hng thng mi khc c nh tin ch np tin vo th ti my m khng cn n Ngn hng i vi th a nng ca Ngn hng ng chng hn, t lm gim mt lng khch hng tm n Ngn hng khc. Mt nguyn nhn khc l do lng my ATM ca Ngn hng Agribank trn a bn tng i t v th ngi tiu dng m th ca mt hay nhiu ngn hng khc nhau c th s dng cc giao dch c nhanh chng hn. Tm li, cc Ngn hng khc nhau trn a bn ang cnh tranh vi nhau gay gt, th phn th trn a bn ang b x nh nhiu mnh v cnh tranh ginh tng khch hng mt. V th Ngn hng Agribank Bnh Minh cn a ra nhng chnh sch hp l nhm gi chn khch hng c cng nh thu ht khch hng mi tim nng.
81
Lun vn tt nghip th ATM ca cc Ngn hng khc
Khoa Kinh t & QTKD
4.2.9. nh gi ca khch hng s dng th ATM ca Agribank vi
Bng 4.21. NH GI CA KHCH HNG S DNG TH ATM CA AGRIBANK VI TH ATM CA CC NGN HNG KHC Ngn hng c hi lng nht Tn s Agribank Sacombank DongAbank Tng
Phn trm 11 3 6 20 55% 15% 30% 100%
30%
55% 15%
Agribank
Sacombank
DongAbank
Hnh 4.8. NH GI CA KHCH HNG S DNG TH ATM CA AGRIBANK VI TH ATM CA CC NGN HNG KHC T s liu trn cho ta thy, th trng th thanh ton trn a bn c s cnh tranh gay gt gia cc Ngn hng vi nhau. Tuy nhin th ca Ngn hng Agribank vn c s tn nhim ca ngi tiu dng th hin qua s nh gi v mc hi lng nht ca nhng khch hng ang s th ca nhiu Ngn hng cng lc. C th l Ngn hng Agribank chim t l 55% s nh gi hi lng nht ca p vin c phng vn, tip theo l Ngn hng ng chim 30% v Ngn hng Sacombank chim 15%. S d th ca Ngn hng Agribank nhn c s nh gi cao t pha khch hng l GVHD: Trng Th Thy Hng 82 SVTH: Hunh Minh Trng
Lun vn tt nghip
Khoa Kinh t & QTKD
do Ngn hng Agribank c uy tn trn th trng, c thnh lp sm nht, l Ngn hng pht hnh th u tin. ng thi cng l Ngn hng c mng li rng khp t huyn cho ti cc x, th trn v c s lng my ATM nhiu nht trn a bn. Thm vo , th ca Agribank c nhiu tin ch, cht lng th tt chng hn nh ngoi tin ch l rt tin, thanh ton tin hng ha Ngn hng ch trng nng cao thm tin ch nh xem s d ti khon qua in thoi di ng, np card cho in thoi, np th game, xem gi c th trng thng qua s cc dch v nh SMS Banking, Mobile Banking. Hn th na, do Ngn hng c nhng chnh sch hp l, thng xuyn c nhiu chng trnh khuyn mi tri n khch hng, u i cho khch hng nh min ph giao dch ti my ATM, min gim ph lm th v mc k qu, tng li sut i vi s tin ca khch hng k qu trong thCui cng l do Ngn hng tham gia h thng lin minh th gia cc Ngn hng thng mi vi nhau. Hin ti, th ATM ca Agribank c th rt ti 18 h thng my ATM ca cc Ngn hng thng mi khc nhau ti Vit Nam. Tuy nhin, th ca Ngn hng ng v Sacombank cng c c s nh gi kh cao t pha khch hng. V th y s l nhng i th cnh tranh ng gm i Ngn hng Agribank. Cho nn trong thi gian ti Ngn hng cn c nhng chin lc, chnh sch hp l trong vic pht trin th phn th, ch trng nng cao cc dch v th ca mnh nhm p ng mt cch tt nht nhu cu ca khch hng. T khng nh v th v uy tn ca th Agribank trn th trng. 4.2.10.Nhng kh khn ca khch hng khi giao dch ti cc my rt tin Bng 4.22. NHNG KH KHN CA KHCH HNG KHI GIAO DCH TI CC MY RT TIN Tiu ch Ch i lu khi rt tin My b hng, li My nut th L PIN
S lt chn/50 mu 15 26 22 0 83
T l (%) 30 52 44 0
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Khoa Kinh t & QTKD
30% 44%
52%
Ch i lu khi rt tin
My b hng, li
My nut th
Hnh 4.9. NHNG KH KHN CA KHCH HNG KHI GIAO DCH TI CC MY RT TIN Qua bng thng k trn cho thy vic my b hng, li c th coi l kh khn hng u khi giao dch ti cc my rt tin, chim 52%. S d c tnh trng trn l do cng tc bo tr sa cha ca Ngn hng khng c thng xuyn, do nhng kh khn v mt ti chnh ca Ngn hng. Thm vo l do h thng x l ca Ngn hng qu ti vo nhng gi cao im m h thng c th cha c u t nng cp, nh mng cung cp dch v khng n nh thng b li ng line dn n tnh trng b li khng thc hin c giao dch hay giao dch b tm ngng do b hng. Bt tin tip theo l my thng b nut th chim 44%. iu ny cho thy cht lng my ATM vn cha thc s n nh v cng tc bo tr my cha c thc hin trit . Kh khn k tip l ch i lu khi rt tin chim 30%. Nguyn nhn l do c qu t my trong khi nhiu khch hng li nhu cu s dng, hay do my hot ng chm. Nhu cu rt tin mt cao cng l nguyn nhn khin my ATM qu ti, my a s t ni trung tm huyn, mt phn cng do mi ngi dn v nhng my rt tin ti trung tm hoc thao tc ca ngi s dng cha thnh tho nn mi ln rt tin thng tn nhiu thi gian. Mt s khch hng rt tin ln n con s vi chc triu ng nhng vn rt bng my ATM nn mi xy ra vic mi ngi xp hng ch i. Bn cnh GVHD: Trng Th Thy Hng 84 SVTH: Hunh Minh Trng
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Khoa Kinh t & QTKD
cng c mt s khch hng gp phi tnh hung my nut th. Tuy nhin, vic l m pin cho n gi th cha c trng hp ny nn khng c ai la chn. V vy vic m bo tnh bo mt ca ch th c nng cao. Tm li, Ngn hng nn c nhng bin php khc phc tnh trng trn nh tng cng cng tc bo tr sa cha my nh k. u t thm nhiu a im t my ATM nhm trnh tnh trng qu ti cho cc my trung tm huyn. T mi tha mn c nhu cu s dng my ATM ca ngi dn cng nh to lng tin cho khch hng v cht lng my ATM ca Ngn hng Agribank. 4.3. CC NHN T NH HNG N MC HI LNG CA KHCH HNG I VI DCH V TH CA AGRIBANK 4.3.1. Mi tng quan gia gii tnh vi mc hi lng ca khch hng i vi dch v th ca Agribank Bng 4.23. MI TNG QUAN GIA GII TNH V MC HI LNG I VI TH CA AGRIBANK Mc Khng hi lng Tn s % theo mc hi lng % theo gii tnh Tn s % theo mc hi lng % theo gii tnh Tn s % theo mc hi lng % theo gii tnh Tn s % theo mc hi lng % theo gii tnh
Bnh Thng
Hi Lng
Rt hi lng
Gii tnh Nam N 5 4 55,6% 44,4% 20% 16% 9 7 56,25% 43,75% 36% 28% 8 12 40% 60% 32% 48% 3 2 60% 40% 12% 8%
85
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Rt hi lng Hi Lng Bnh Thng Khng hi lng 0% 10% 20% 40%
60% 60% 56.25% 55.6% 30% 40% 50% 60% 70%
40%
43.75% 44.4% 80% 90% 100%
Nam
Hnh 4.10. MI TNG QUAN GIA GII TNH V MC HI LNG I VI TH CA AGRIBANK Nhn xt t bng s liu, mc hi lng chnh lch nhau khng nhiu v t l gia hai gii. C th ta nhn thy: 18% p vin khng hi lng vi dch v th ca Agribank th trong nam l 55,6% v n l 44,4%; mc bnh thng i vi nam l 56,25% v n l 43,75%; 40% p vin cm thy hi lng th c 40% p vin nam v 60% n; t l ny ngc li i vi mc rt hi lng. Tuy nhin, s liu vn cha tht s phn nh r s tn tai hay khng mi tng quan gia gii tnh v mc hi lng ca khch hng. kim tra, ta t gi thuyt H1: tn ti mi tng quan gia gii tnh v mc hi lng. Thc hin kim nh Chi Square, gi tr ca Sig. = 0.715, ln hn nhiu so vi mc chnh lch cho php = 5%. Bc b gi thuyt H1. Ta c th kt lun : gia mc hi lng v gii tnh cu khch hng khng c mi tng quan hay ni cch khc: gii tnh khng phi l yu t nh hng n mc hi lng ca khch hng i vi dch v th thanh ton ca Agribank cung cp. 4.3.2. Mi tng quan gia loi th thanh ton khch hng ang s dng vi mc hi lng ca khch hng i vi th ca Agribank Th thanh ton ra i p ng cho nhu cu ct gi tin, thanh ton tiu dng ca ngi dn. V vi nhng tin ch ca mnh, th thanh ton nhanh chng c x hi nhn nhn v s dng rng ri. Tuy nhin trn thc t, do mt s nguyn nhn khch quan v ch quan, nhng tin ch ca th thanh GVHD: Trng Th Thy Hng 86 SVTH: Hunh Minh Trng
Lun vn tt nghip
Khoa Kinh t & QTKD
ton cha khin ngi s dng cm thy tht s hi lng. Ti huyn Bnh Minh, t s liu nghin cu trn mu50 khch hng cho thy a s ngi s dng loi th tn dng cm thy khng hi lng vi dch v th ca Agribank. Tri li, nhng khch hng s dng th Success (th ghi n) a phn thy hi lng vi Agribank. Bng 4.24. MI TNG QUAN GIA LOI TH KHCH HNG ANG S DNG VI MC HI LNG CA KHCH HNG
Loi th Th tn Tn s dng % theo Loi th Th ghi n Tn s % theo Loi th Khng hi lng 4 44.4% 5 Mc hi lng Tng Bnh Rt Hi lng thng hi lng 4 1 0 9 25% 12 5% 19 95% 0% 5 100% 18% 41 82%
55.6% 75% ( Ngun: Kho st thc t )
Rt hi lng Hi lng 5% Bnh thng Khng hi lng

0% 10% 25%
100%
95%
75%
44.40% 20% 30% 40% 50% 60%
55.60% 70% 80% 90% 100%
Th tn dng
Th ghi n
Hnh 4.11. MI TNG QUAN GIA LOI TH KHCH HNG ANG S DNG VI MC HI LNG CA KHCH HNG Da vo bng s liu c th thy r mi tng quan gia loi th m khch hng ang s dng vi mc hi lng ca h. Mc hi lng ca a s p vin s dng th tn dng li tng t mc hi lng (5%); bnh thng GVHD: Trng Th Thy Hng 87 SVTH: Hunh Minh Trng
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Khoa Kinh t & QTKD
(25%) n khng hi lng chim 44,4%. Trong khi nhng p vin s dng th Success (th ghi n) c mc hi lng tng theo chiu ngc li t mc khng hi lng n rt hi lng tng ng l 55.6%, 75%, 95% v 100%. T kt lun, mc hi lng ca khch hng tng quan vi loi th thanh ton m khch hng ang s dng. S d tn ti tng quan ny l do nhiu nguyn nhn khch quan v ch quan: cch thc giao dch ca th Success d dng v nhanh chng hn; chi ph giao dch bng th tn dng th phi tn mt khong ph nht nh trong khi thanh ton bng th Success khng tn ph. Thm vo iu kin ng k th cng khc bit: th tn dng thng dnh cho cc ch doanh nghip, cc nhm khch hng c thu nhp cao, c uy tnhm theo kt qu kho st th nhm ngi c thu nhp t 4,5 triu tr ln ch chim t l rt nh 12% ca mu c chn v nhng ngi c thu nhp ngy cng cao th i hi v tin ch ca th ngy cng nhiu m th tn dng ni chung, th tn dng ca Agribank ni ring cha thc s p ng c nhu cu ca i tng khch hng ny. Ngc li i vi th Success c lng khch hng ln v tng i bnh dn, hn th na th Success c rt nhiu tin ch nh h c th thc hin giao dch 24/24 bt k ngy ngh, l tt, c th dng th np tin cho in thoi, tin hng ha vi mc ph r. Mt nguyn nhn na l do th tn dng quc t thng c mc ph m th cao hn so vi th ghi n Success. Tuy nhin th Agribank vn cha tht s em li s hi lng cao nht cho ngi s dng th nn c mt s p vin khng hi lng vi cht lng dch v ca th, chim 18% trong tng s p vin c hi. V tm l ca ngi Vit Nam ni chung v ngi dn trn a bn huyn Bnh Minh ni ring vn c thi quen t ct gi tin theo cch truyn thng. Theo li suy ngh ny, nhng tin ch m th em li cha b p c ht ton b nhng hn ch trong vic s dng n m c th y chnh l mc tin ch ca th vn cha c Ngn hng a vo s dng trit . Tm li, vi nhng tin ch hin ti ca mnh, th Agribank c ngi tiu dng chp nhn nhng vn cn nhiu bt cp cha th vt qua tm l.
88
Lun vn tt nghip hng i vi dch v th thanh ton ca Agribank
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4.3.3. Mi tng quan gia thu nhp vi mc hi lng ca khch
Bng 4.25. MI TNG QUAN GIA THU NHP V MC HI LNG CA KHCH HNG Thu nhp p vin Tn s Di 1,5 % theo thu nhp % theo mc hi lng Tn s T 1,5 2,5 % theo thu nhp triu % theo mc hi lng Tn s T 2,5 2,5 % theo thu nhp triu % theo mc hi lng Tn s T 3,5 4,5 % theo thu nhp triu % theo mc hi lng Tn s Trn % theo thu nhp 4,5 triu % theo mc hi lng Mc hi lng ca khch hng Khng Rt Trung ha Hi lng hi lng hi lng 0 1 2 3 0% 0% 1 9.1% 11.1% 3 17.6% 33.3% 1 10% 11.1% 4 66.7% 44.4% 16.7% 6.3% 2 18.2% 12.5% 6 35.3% 37.5% 6 60% 37.5% 1 16.7% 6.3% 33.3% 10% 6 54.5% 30% 8 47.1% 40% 3 30% 15% 1 16.7% 5% 50% 60% 2 18.% 40% 0 0% 0% 0 0% 0% 0 0% 0%
Trn 4,5 triu T 3,5 4,5 triu T 2,5 2,5 triu T 1,5 2,5 tru Di 1,5 0% 10% 17.6% 9.1% 16.7% 10% 20% 18.2%
66.7% 60% 35.3% 54.5% 33.3% 30% 40% 50% 60%
16.7%
16.7% 30%
47.1% 18% 50% 70% 80% 90% 100%
Khng hi lng
Trung ha
Hi lng
Rt hi lng
Hnh 4.12. MI TNG QUAN GIA THU NHP V MC HI LNG CA KHCH HNG GVHD: Trng Th Thy Hng 89 SVTH: Hunh Minh Trng
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Khoa Kinh t & QTKD
T bng s liu trn cho c th thy, s p vin mc thu nhp di 1,5 triu ng chim 12% ca mu th khng c ai cho l khng hi lng i vi dch v th thanh ton ca Agribank, cn li a s l khch hng hi lng (chim 33,3%) v rt hi lng (chim 50%). mc thu nhp t 1,5 2,5 triu ng th lc ny ta thy c mt s p vin tr li khng hi lng (chim 9,1%), mc hi lng c tng ln thnh 54,5% so vi khch hng mc thu nhp di 1,5 triu ng, cn mc rt hi lng li c s gim xung ch cn 40%. K tip l s p vin mc thu nhp t 2,5 3,5 triu ng chim t l nhiu nht vi 34% ca mu, trong c 17,7% khch hng khng hi lng vi dch v th, mc trung ha chim 35,3%, mc hi lng ch cn 47,1% v khng cn p vin no tr li l rt hi lng vi dch v th ATM ca Agribank na. Tip tc phn tch vi mc thu nhp t 3,5 4,5 triu ng chim 20% ca mu c phng vn ta cng thy r hn l mc hi lng ca p vin c phng vn ngy cng gim xung, ch chim 30% ( gim 17,05%) vi mc hi lng ca p vin mc thu nhp t 2,5 - 3,5 triu ng. Cui cng l nhm khch hng mc thu nhp cao trn 4,5 triu ng th ta nhn thy mc khng hi lng chim t l rt cao l 66,66%; trong khi nhng nh gi ca nhm khch hng ny v mc hi lng i vi dch v th ch cn chim t l thp 16,7%. T kt qu phn tch trn ta c th rt ra mt kt lun l i vi nhng khch hng c mc thu nhp ngy cng cao th mc hi lng ca h i vi dch v th thanh ton ca Agribank cng thp. S d nhng khch hng c thu nhp cng cao h li cng kh tnh i vi dch v th, h cng c nhiu i hi, c nhu cu cng cao v nhng dch v th, trong khi dch v th li cha th p ng y nhng tnh nng cng nh tin ch so vi cu ca nhm khch hng c thu nhp cao. Tm li, Ngn hng cn tm hiu nhng nhu cu, nhng mong mun ca khch hng, t c nhng chin lc, chnh sch hp l nng cao tin ch ca th, ng dng tt vo thc tin nhu cu khch hng nhm to cho h c s hi lng cao nht i vi dch v th thanh ton ca Agribank trong thi gian ti.
90
Khoa Kinh t & QTKD
MT S GII PHP NHM NNG CAO CHT LNG DCH V TH THANH TON TI NGN HNG NNG NGHIP V PHT TRIN NNG THN CHI NHNH BNH MINH
5.2. C S HNH THNH GII PHP PHN TCH MA TRN SWOT 5.1.3. Nhng nhn t nh hng hot ng kinh doanh v cht lng dich v th thanh ton ti Agribank Bnh Minh 5.1.1.1. Yu t mi trng v m a. Mi trng php l Vit Nam l mt nc c nn kinh t v chnh tr rt n nh so vi cc nc khc trong khu vc v trn th gii. Nh nc ta ban hnh nhiu chnh sch khuyn khch tng trng cc ngnh kinh t c bit l thng mi v dch v, mt lnh vc v ang pht trin mnh nn rt cn c nh nc quan tm v to mi iu kin thun li nht. Vic pht trin th trng th l mt vn kh khn, v y l mt th trng cnh tranh kh quyt lit bi cc Ngn hng u nhn thc vai tr quan trng ca vic nm gi th phn th trong hin ti i vi s thnh cng ca kinh doanh trong tng lai. mt th trng th hot ng c tt, Chnh ph cn vch ra mt l trnh hi nhp nht nh, theo cn c nhng vn bn php quy c th (nh lut giao dch, thanh ton in t, ch k in t) nhm quy nh quyn v ngha v ca cc bn tham gia. Mt khc, Chnh ph cng cn c nhng chnh sch, quy nh vic bo v an ton ca ngi tham gia, nhng rng buc gia cc bn lin quan n nhng sai st, vi phm v tnh hoc c gy nn ri ro cho chnh bn thn ngi ch th hoc cc ch th khc, k c nhng quy nh lin quan n nhng tng lp dn c khng phi l ch th cng c th gy nn tn tht, ri ro cho Ngn hng nh lm hng cc trang thit b giao dch t ng t ti ni cng cng. b. Tnh hnh pht trin kinh t a phng Huyn Bnh Minh vi v tr tip gip vi thnh ph Cn Th l trung tm kinh t, vn ha, chnh tr ca ng bng sng Cu Long. Hn th na, Bnh Minh cn l u mi giao thng quan trng ni lin Thnh ph H Ch Minh GVHD: Trng Th Thy Hng 91 SVTH: Hunh Minh Trng
Lun vn tt nghip
Khoa Kinh t & QTKD
vi cc tnh Min Ty thng qua vic cu Cn Th c khnh thnh v a vo s dng ngy 24/4/2010 to ra nhiu c hi mi cho s pht trin kinh t ca huyn. Thm vo , nn kinh t ca huyn tng trng n nh to mi trng thun li cho hot ng ca ngnh Ngn hng, t bit l trong vic pht trin cc sn phm dch v Ngn hng hin i, trong c th. Bn cnh , vi nhng mc tiu pht trin trong thi gian ti l: Huyn ang tch cc xy dng c s h tng nhm a huyn Bnh Minh thnh th x Bnh Minh vo nm 2012, xy dng cm tuyn lin hon: khu cng nghip Bnh Minh khu dn c Bnh Minh cng Bnh Minh to mt bc cho huyn Bnh Minh pht trin c v kinh t v x hi. c. Trnh khoa hc v cng ngh Mt trong nhng yu t quyt nh thnh cng ca vic kinh doanh dch v th l yu t khoa hc cng ngh v c s vt cht m mi Ngn hng c th trang b. Nhng ci tin v pht trin v khoa hc cng ngh tc ng mnh m n hot ng kinh doanh ca Ngn hng c bit l dch v th thanh ton. Vic khch hng la chn s dng dch v th i vi Ngn hng no ph thuc rt ln vo cc tin ch m th thanh ton mang li cng nh s lng my ATM m Ngn hng hin c c th p ng c nhu cu ca khch hng hay khng. Hin nay, mt vn m cc Ngn hng tham gia dch v th ti th trng Vit Nam ni chung v ca Agribank Bnh Minh ni ring ang gp phi l h thng chp nhn th cha p ng c nhu cu ca ngi tiu dng. Ngoi ra, Ngn hng vi quy m kinh doanh nh nn gp rt kh khn trong vic u t ng b h tng cng ngh, cc gii php phn mm (thng rt tn km) trin khai h thng kinh doanh th. d. L trnh hi nhp v nh hng ca h thng Ngn hng thng mi Vit Nam Cui nm 2006 Vit Nam tr thnh vin th 150 ca t chc thng mi th gii WTO. S kin ny to ra nhiu c hi hc hi, tip xc v trao i kinh nghim nhm pht trin h thng Ngn hng trong nc ngy cng vng mnh. Ngn hng l mt trong nhng lnh vc c cam kt s m ca khi nc ta gia nhp WTO, v vi l trnh m ca trong vng 7 nm, n GVHD: Trng Th Thy Hng 92 SVTH: Hunh Minh Trng
Lun vn tt nghip
Khoa Kinh t & QTKD
2008 Vit Nam s phi m b dn cc quy nh v vic khng ch t l tham gia gp vn, dch v, gi tr giao dch ca cc Ngn hng nc ngoi. Tuy nhin vic gia nhp WTO cng mang li nhng thch thc khng nh cho ngnh Ngn hng c bit l s cnh tranh gay gt t pha cc nc ngoi, m lnh vc th l mt th trng y tim nng pht trin. 5.1.1.2. Yu t mi trng vi m a. Khch hng Bnh Minh l mt huyn ang trong qu trnh pht trin kh mnh m, vi c cu dn s tr v nng ng. i vi ngi dn ni y vic c mt chic th ATM chi tiu mi khi cn thit l iu bnh thng. Nhng trong , vn cn mt t l khng nh nhng ngi nng dn, ngi ln ln tui v ngi hu tr h thng c quan nim n chc mc bn, t chp nhn ri ro v t khi chp nhn m th. H lc no cng quan nim ct gi tin trong mnh l tt nht. Mt khc, nu s dng my ATM th h cho l kh phc tp rt tin ca mnh s dng, chi tiu cho cc sinh hot trong i sng hng ngy. Do vy, y l mt vn kh khn trong vic pht trin loi hnh th ATM cho nhm i tng ny. Bn cnh th trnh nhn thc v vai tr ca th thanh ton cng l yu t quan trng quyt nh n nh s dng th thanh ton ca khch hng. Thi gian gn y, vic nhn thc v chp nhn s dng cc dch v thanh ton th ca nhiu tng lp dn c c ci thin ng k. Khi ngi tiu dng c nhn thc v hiu bit nht nh v vai tr ca cng ngh mi ni chung v vai tr ca th thanh ton trong giao dch ni ring s d dng ra quyt nh s dng th. Hin nay, Agribank Bnh Minh tip cn c vi cc i tng l cng nhn vin chc, nhn vin ti cc doanh nghip, hc sinh, nhng i tng rt nhy bn trong vic nhn thc v tip cn nhng loi hnh cng ngh mi. Trnh v ngnh ngh lm vic cng l mt yu t quan trng nh hng n vic chp nhn m th. a s nhng ngi s dng th th thanh ton l cn b cng nhn vin ca cc n v hnh chnh, s nghip, ca cng ty, doanh nghip. H l nhng ngi c thu nhp kh tr ln v thu nhp rt n nh, nhu cu s dng th l rt ln do cc doanh nghip s dng hnh thc GVHD: Trng Th Thy Hng 93 SVTH: Hunh Minh Trng
Lun vn tt nghip
Khoa Kinh t & QTKD
tr lng qua th va tit kim c chi ph v thi gian. Bn cnh , mt s lng ln hc sinh n t cc vng, cc x xa xi ln huyn hc tp cng c nhu cu s dng th ATM nhn tin chu cp t gia nh gi cho. S dng dch v thanh ton th gip h tit kim c chi ph, ri ro v c bit l thi gian. Trong khi nhng phng thc chuyn tin theo cch truyn thng thng tn rt nhiu thi gian v chi ph. Mt yu t khc cng nh hng n vic quyt nh m th ca khch hng l ph m th v s tin k qu. Trong khi cc cn b cng nhn vin rt d dng chp nhn m th mc d ph m th v k qu cng kh cao nhng do h l nhng ngi c vic lm v c thu nhp kh n nh nn s tin m th l khng ng k. Cn i vi i tng l hc sinh thng thu nhp ph thuc vo gia nh nn cng kh khn quyt nh trong vn m th hay khng do s tin m th l kh ln. Da trn c im ny m Agribank Bnh Minh cng cn c nhng chnh sch u i nht nh nh: min ph m th, gim s tin k qu i vi nhng i tng l hc sinh khuyn khch h s dng dch v th ca Ngn hng, cng nh mang li cho h nhng li ch nht nh t dch v thanh ton th. b. Ngn hng * S lng my ATM v cc n v chp nhn th Trong iu kin chi ph u t, lp t cho mt my ATM l kh ln th Ngn hng no kh nng mang li s sn sng cho ngi s dng (s lng, a im t my, mc bao ph th trng) th Ngn hng s chim u th trn th trng. Mt khch hng s dng s khng chp nhn tn qu nhiu thi gian n ni c my rt tin. Thc t chng minh, s lng my ATM ca Agribank Vit Nam ni chung v Agribank Bnh Minh ni ring c nh gi l nhiu nht so vi nhng Ngn hng khc v ginh c rt nhiu u th khai thc v pht trin th trng th. Tuy s lng my ATM ca Agribank Bnh Minh nhiu hn nhng Ngn hng khc trn a bn nhng vn cha p ng nhu cu s dng my hng ngy ca cc ch th. Bn cnh , do chi ph mua v lp t cc my ATM l kh ln nn s lng my ATM khng th tng nhanh nh tc tng ca s lng th c pht hnh. Mt khc, cc a im t my ch bao ph kn ch yu GVHD: Trng Th Thy Hng 94 SVTH: Hunh Minh Trng
Lun vn tt nghip
Khoa Kinh t & QTKD
l trung tm huyn cn cc x khc khng c lp t my nn ch th mun giao dch phi i rt xa mi c th thc hin giao dch c cng l hn ch lm gim s lng th pht hnh cc khu vc xa trung tm huyn. Khng ch hn ch v h thng my ATM m h thng im chp nhn th ATM trn a bn huyn hu nh cha c. V l do l phn ln cc a im bn h ng ha dch v Bnh Minh c quy m nh, trong khi vic lp t cc my chp nhn th cng tn mt chi ph kh ln (khong 1.000 USD) v cc im chp nhn th phi tr cho Ngn hng mt mc k qu v mt t l chit khu nht nh trn gi tr thanh ton ca khch hng. Bn cnh , s lng ngi thanh ton qua th khng nhiu, ngi dn chng ta ch thch s dng chi tiu v thanh ton bng tin mt l chnh. V th, lm cho cc ca hng trn a bn huyn ni chung t chu lm n v chp nhn th cho Agribank Bnh Minh. * Cc tin ch do th mang li Vi c trng l loi hnh cng ngh mi, hin i nhng Ngn hng pht hnh v cp th c cng nhiu tin ch th cng c kh nng thu ht c s quan tm s dng ca khch hng. Tin ch u tin m chng ta c th d dng nhn bit l thun tin cho vic i xa, ch th s c Agribank cung cp dch v 24/24 v tt c cc ngy trong nm, khng phi mang mt lng ln tin mt trong ngi d i bt c u. Bn cnh nhng tin ch thng c i vi th ATM nh gi tin, rt tin, chuyn khon, thu chi th thanh ton ca Agribank cn m rng cc tin ch thng qua vic cho php thanh ton tin hng ha, thanh ton tin in, nc, bo him, chi lng, thanh ton trc tuyn, mua card in thoi cho php ngi s dng thun tin hn trong vic thanh ton khi c nhu cu lin quan pht sinh. Tuy nhin, cc tin ch trn th ATM ca Agribank c phn hi t nu so vi cc tin ch ca th a nng ng chng hn. Khch h ng s dng th thanh ton ca Agribank ch yu rt tin v chuyn khon ch cha s dng cc dch v thanh ton khc trn th iu ny cng khin Ngn hng t tng cng cc tin ch trn th. Mt nguyn nhn khc lm cho khch hng t s dng th ATM thanh ton l do thi quen v tp qun s dng tin mt chi tiu, thanh ton tin GVHD: Trng Th Thy Hng 95 SVTH: Hunh Minh Trng
Lun vn tt nghip
Khoa Kinh t & QTKD
hng ha. iu ny cng l mt tr ngi vi Ngn hng khi trin khai cc dch v tin ch m khch hng li l cc i tng s dng th. Nhng tin tch ca th khng ch to ra bi duy nht Ngn h ng pht hnh th m cn ph thuc rt nhiu vo vic Ngn hng c tham gia cc lin minh th hoc cc h thng chuyn mch th hay khng, iu cho php mt ngi nm gi th ca Ngn hng ny cng c th rt v thanh ton tin thng qua my ca Ngn hng khc. H thng lin minh th s lm gim c chi ph u t lp t cc thit b c, nhn th, chia s chi ph gia cc Ngn h ng v iu quan trng nht l vic mang li s thun tin, d dng trong qu trnh s dng th thanh ton ca cc khch hng khi c giao dch ti cc Ngn hng khc h thng vi Ngn hng pht hnh th. Hin nay, lin minh th ca Agribank vi 18 thnh vin l cc ngn hng thng mi ti Vit Nam v Agribank tham gia vo hai h thng chuyn mch ti chnh l Banknetvn v Smarlink, trong tng lai s to thnh mt h thng lin kt ton quc gia cc Ngn hng. c. i th cnh tranh Th trng th l mt th trng rt tim nng pht trin, vic pht hnh th s mang li cho chnh Ngn hng mt ngun vn nhn ri rt ln t s d trn cc ti khon th, t lm tng ngun vn kinh doanh v mang li li nhun cho Ngn hng. Trong nhng nm gn y c kh nhiu Ngn hng tham gia pht hnh th v cnh tranh kh quyt lit vi Agribank. Tuy nhin, vi nhng li th sn c nh: c s vt cht, k thut, ngun vn, khch hng truyn thng Agribank vng ln v tr dn u trong dch v kinh doanh th ca mnh v ang tip tc phn u gi vng c v th ca Ngn hng trn th trng. Trong thi gian sp ti, Vit Nam s dn phi d b cc quy nh v cc Ngn hng c vn nc ngoi s vo Vit Nam l iu tt yu. Mi trng cnh tranh gia Agribank v cc Ngn hng khc s cng tr nn gay gt trn tt c cc lnh vc kinh doanh, c bit l dch v th. Tuy nhin, vi s am hiu v th trng, c uy tn cng vi lch s pht trin lu i cng l nhng li th nht nh m Agribank c c.
96
Lun vn tt nghip
Khoa Kinh t & QTKD
Bn cnh khng th khng k n cc Ngn hng c th mnh v ginh c nhiu th phn th trn a bn nh: Ngn hng Viettinbank Bnh Minh (Ngn hng Cng Thng), Ngn hng ng , Sacombank Bnh Minh (Ngn hng Si Gn Thng Tn)c nhiu chnh sch khuyn mi, hu mi cng vi s linh hot trong khu tip th nn cc Ngn hng ny thu ht c mt lng l n khch hng s dng th ATM. Ngn hng ng vi chnh sch min ph lm th cho tt c cc i tng cng vi mt s u i khc nhanh chng ginh ly th phn th trn th trng v vic khch hng c th t gi tin vo ti khon qua my ATM m khng cn phi n Ngn hng l mt im c bit thu ht mt khch hng n vi dch v th ca Ngn hng ny. Mt khc vic tng cng h thng thanh ton th ATM v cc n v chp nhn th cng l mt hnh thc kh tt thu ht thm khch hng n vi dch v th. 5.1.4. Ma trn SWOT 5.1.2.1. Phn tch ma trn SWOT a. im mnh - Agribank Bnh Minh l Ngn hng c thnh lp sm nht trn a bn v c uy tn trn th trng. - C ngun vn hot ng kinh doanh rt ln. - C v tr a l thun li, nm trc ng chnh Ng Quyn trung tm ca huyn. - C nhiu phng giao dch trc thuc v ri u trn a bn huyn. - L Ngn hng u tin a dch v th ATM vo s dng trn a bn. - C s lng my ATM nhiu hn so vi cc Ngn hng khc trn cng a bn. - C mt lng ln khch hng tru yn thng. - Agribank Bnh Minh lun tch cc trong vic u t my mc, cng ngh, k thut mi, gia tng tin ch cho th ATM khi mua hng ha trn cc Website v thanh ton trc tuyn trn cc Website c chp nhn thanh ton bng th ATM. - i ng nhn vin c trnh chuyn mn nghip v cao, nhit tnh trong cng tc phc v, chm sc khch hng. GVHD: Trng Th Thy Hng 97 SVTH: Hunh Minh Trng
Lun vn tt nghip b. im yu
Khoa Kinh t & QTKD
- Hot ng Marketing cha c ch trng v pht trin. - Cc dch v, tin ch trn th ATM cn t cha p ng c nhu cu v i hi ngy mt kht khe ca khch hng. - S tin k qu trn th cn kh cao. - S tin c rt trn 1 ngy cn hn ch nu khch hng l doanh nghip hoc nhng khch hng c nhu cu chi tiu, mua sm nhiu. - S lng my ATM tuy c nhiu hn so vi cc Ngn hng khc nhng vn khng phc v nhu cu ca ngi tiu dng s dng v phn b khng ng u trn a bn. - H thng my ATM cn gp nhiu vn trc trc nh my ATM b hng, my rt tin khng c, b li mng Cng tc bo tr, sa cha my ATM cn mt nhiu thi gian lm cho khch hng phn nn, phi tm n my ATM khc giao dch. Thm vo , h thng lin minh gia Agribank vi cc Ngn hng khc cha hon thin. c. C hi - Huyn Bnh Minh ang trn pht trin, phn u n nm 2012 tr thnh th x. - Ngn hng Nh nc khuyn khch s dng phng tin thanh ton khng dng tin mt (trc mt l tr lng qua th) nhm gim lng tin trong lu thng, v gim thiu cc chi ph khng cn thit cho doanh nghip v c nhn, thc y nn kinh t pht trin. - Tn dng nhng tin b khoa hc cng ngh pht trin ngy cng hon thin hn nhng tin ch ca th ATM. - Thu nhp v trnh ca ngi dn ngy cng cao, t h d dng chp nhn trong vic s dng v thanh ton thng qua th ATM. - Th trng th l mt th trng tim nng v nhu cu s dng ca ngi dn l rt ln. - Huyn c nhng ci thin ng k v c s h tng, xy dng nhiu cng trnh c quy m ln nh khu cng nghip Bnh Minh, khu dn c Bnh Minh, cm cng Bnh Minhgip gii quyt vic lm cho mt b phn dn c
98
Lun vn tt nghip y cho vic pht trin kinh t huyn. d. Thch thc
Khoa Kinh t & QTKD
nhn ri, to thu nhp n nh v nng cao mc sng ca dn, gp phn thc
- Cc Ngn hng trn a bn c thnh lp ngy cng nhiu. - S cnh tranh quyt lit v c s lng v cht lng ca dch v th ATM t cc Ngn hng trn cng a bn. Bn cnh , khch hng c xu hng s dng cc loi th cng loi ca cc Ngn hng khc do c nhiu tin ch hn. - Vic bo mt cho khch hng ngy cng kh khn do cc ti phm th s dng cc th on ngy cng tinh vi. - Kh khn trong vic gi chn nhn vin c trnh chuyn mn cao, nghip v gii. - Vit Nam gia nhp WTO, Ngn hng Agribank Vit Nam ni chung v Ngn hng Agribank Bnh Minh ni ring phi chu thm sc p t cc Ngn hng nc ngoi. 5.1.2.2. Ma trn SWOT
Nhng im mnh (S)

v c uy tn. 2. Ngun vn HKD ln. 3. V tr a l thun li. thuc. 5. Pht hnh th u tin. 6. My ATM nhiu truyn thng.
Nhng im yu (W)
c ch trng. 2. Tin ch trn th cn t. 3. S lng my ATM cn t v 4. S tin k qu cn cao. 5. Hn mc rt tin cn hn ch i vi khch hng c chi tiu 6. H thng my ATM cn gp
1. c thnh lp sm nht 1. Hot ng Marketing cha
4. C nhiu PGD trc phn b khng ng u.
7. C lng khch hng ln. 8. u t my mc, cng nhiu trc trc. Cng tc bo tr, ngh mi, gia tng nhiu sa cha cn mt nhiu thi tin ch ca th. chuyn mn cao. GVHD: Trng Th Thy Hng 99 gian. H thng lin minh gia hon thin. SVTH: Hunh Minh Trng 9. i ng cn b c trnh Agribank vi cc NH khc cha
Lun vn tt nghip
Khoa Kinh t & QTKD
Nhng c hi (O)
pht trin. khch s dng th ATM. t, xy dng. ngi dn tng cao.
Cc chin lc SO
Cc chin lc WO
1. Bnh Minh ang trn (S1,S2,S3,S4+O1,O5): y (O1,O2,O3+W1,W2):Thc hin mnh chnh sch pht hnh tt cng tc tuyn truyn qung trnh hng dn, tuyn o tng lp dn c, c bin 2. NHNN ang khuyn th thng qua cc chng b dch v th ATM n ng 3. C s h tng c u truyn rng ri n ngi php hng dn, lm thay thi dn v khng ngng gia quen s dng tin mt trong chi cn c nhng chnh sch (O4,O6+W3,W6): Gia tng s 4. Thu nhp v trnh tng tin tch ca th. NH tiu ca ngi tiu dng. 5. Tin b ca khoa hc khuyn khch cc doanh lng my ATM, b tr cc a cng ngh mi -> gia tng nghip, cc c quan hnh im t my hp l. Tng tin ch ca th ATM. trng y tim nng. chnh s nghip thc hin cng cng tc bo tr nh k. gim lng tin lu thng, cc lin minh th, to nn mt ng thi tit kim thi h thng lin kt ton quc. gian v chi ph. 6. Th trng th l th tr lng qua th nhm Bn cnh , tch cc tham gia
Nhng thch thc (T)

trn a bn nhiu.
Cc chin lc ST
Cc chin lc WT
a (W1,W2,W4,W5+T1,T2,T3),T3
1. Cc NH c thnh lp (S5,S6,S7,S8+T1,T2):
dng ha cc sn phm, Tng cng nghin cu th
2. S cnh tranh khc lit dch v th hin c nhm trng, gia tng tin ch trn gia cc NH v dch v th cnh tranh vi cc loi th th, chuyn t th t sang th ATM. KH c xu hng s khc trn th trng. dng th ca nhiu NH. tinh vi. vin c chuyn mn cao. chp theo chun EMV, t (S9+T5): C chnh sch u tng tnh bo mt. Bn cnh chn cc cn b c trnh hnh th, gim mc k qu v tng hn mc rt tin ca th. (S1,S3,S5,S7+T5):Tn dng (W6+T2): Tch cc u t,
3. Ti phm th ngy cng i thch hp nhm gi thc hin min chi ph pht 4. Kh khn gi chn nhn chuyn mn gii.
5. Gia nhp WTO chu nhng li th sn c thu nng cao h thng thanh ton thm sc p t cc NH ht thm khch hng mi, th ca NH, hon thin h nc ngoi. tim nng i vi th ATM. thng theo chun ca h thng chuyn mch quc t. Hnh 5.1. MA TRN SWOT GVHD: Trng Th Thy Hng 100 SVTH: Hunh Minh Trng
Lun vn tt nghip 5.2.
Khoa Kinh t & QTKD
MT S GII PHP NHM NNG CAO CHT LNG DCH Mun cho th ATM c chp nhn ph bin trong dn c i hi Ngn
V TH THANH TON TI NGN HNG AGRIBANK BNH MINH hng phi nng cao cht lng dch v ca th. Ty theo c im hot ng ca tng ngn hng v chin lc kinh doanh m p dng cc bin php nng cao cht lng dch v th thanh ton ph hp. Phi ch trng n cht lng dch v th v nu cht lng dch v khng m bo th s a dng v pht trin cc tin ch khc trn th s khng c ngha mt khi khng c khch hng chp nhn s dng. p ng dch v tt nht cho khch hng s dng th ATM th Agribank Bnh Minh nn p dng mt s gii php sau: 5.2.1. Nng cao cc tin ch ca th ATM v a dng ha sn phm 5.2.1.1. Nng cao cc tin ch ca th ATM - Gim chi ph v thi gian m th: thu ht khch hng m th cc ngn hng c th gim chi ph m th hoc min ph 100% chi ph m th, tng thm tin vo ti khon hoc rt thm trng thng. Ngoi ra, gim thi gian m th cng lm tng s tha mn cho khch hng v h c tip cn dch v nhanh chng. Thng thng thi gian m th ca cc ngn hng t 5 7 ngy, nn gim xung 1 3 ngy hoc c th ly th ngay. - Hon thin cc chc nng thanh ton ca th Agribank m Ngn hng p dng: thanh ton tin khi mua hng ha, thanh ton tin in, nc, in thoi, Tng thm cc dch v thanh ton qua th Agribank: Mua v xe bus, v tu, t hoc chuyn khon qua in thoi - To iu kin cho khch hng tra cu, kim tra thng tin ti khon qua in thoi hoc Internet - n gin ha th tc, t ng ha thao tc thc hin gim thiu thi gian giao dch ca khch hng. 5.2.1.2. a dng ha sn phm Pht trin cc loi sn phm mi da trn cc yu t nh ngh nghip, tui hoc c tnh ca khch hng. V d nh cc loi sn phm th ginh ring cho n gii vi kiu dng sang trng hp thi trang v cc tin ch GVHD: Trng Th Thy Hng 101 SVTH: Hunh Minh Trng
Lun vn tt nghip
Khoa Kinh t & QTKD
nh thanh ton tin mua sm cc ca hng, siu th mt cch nhanh chng hoc th dnh cho hc sinh, sinh vin vi nt ni bc l th sinh vin kim th ATM. i vi cn b cng nhn vin, v y l i tng nhn lng qua ti khon nn ngn hng c th pht trin loi th vi tin ch tng nh mc rt tin mt ln v nh mc rt tin trong ngy. 5.2.2. Tng s lng my ATM v n v chp nhn th Ngn hng cn trang b thm mt s my ATM to s thun tin hn cho khch hng n giao dch. i i vi tng lng my ATM, Ngn hng nn thng xuyn kim tra tnh trng ca ny, khc phc kp thi nhng s c, h hng bt thng, thc hin bo tr mynhm p ng nhu cu ca khch hng. Vic lp t thm my phi c tnh ton k lng, khng lng ph m em li hiu qu cao. Ngoi ra ngn hng cng cn tng im t my gn cc x nghip, khu dn c, bnh vin, khu cng nghip, ti trung tm cc xtrnh tnh trng qu ti vo gi cao im do khch hng tp trung ti cc my ATM trung tm huyn v cho ngi dn thun tin hn khi giao dch vi th ATM m khng cn phi i qu xa. Ngn hng cn m thm cc n v chp nhn th, duy tr mi quan h tt bng cch m bo nhng giao dch c thc hin nhanh chng, chnh xc, an ton nhm em n s tin cy v li ch cho cc n v chp nhn th. Ngoi hot ng h tr k thut, t vn, o to chuyn mn, Ngn hng cng cn phi ch trng m bo quan h giao dch lu di vi cc n v ny. Bn cnh , Ngn hng cn phi hng n lin kt cc ngnh c lng thu tin mt kh ln nh bu in, in lc, xng du, hi quan, cung cp nc k hp ng m cc n v chp nhn th ti cc trung tm thu cc ph in thoi, thu tin in, ca hng xng du. 5.2.3. Tng cng lin kt gia cc Ngn hng v cc lin minh th Li ch em li t lin minh th l rt ln, bi v th ca Ngn hng ny c th rt tin my ATM ca nhiu Ngn hng khc trong lin minh th, to s tin li cho khch hng v gim chi ph lp t thm my ATM cho cc Ngn hng. Tuy nhin lin kt vi cc Ngn hng khc v tham gia vo lin minh th th trc ht cc Ngn hng cn tng cng ng dng cng ngh thng tin trong thanh ton trnh vn li ng truyn, nghn mch GVHD: Trng Th Thy Hng 102 SVTH: Hunh Minh Trng
Lun vn tt nghip
Khoa Kinh t & QTKD
do qu ti, chun b tt c s h tng tham gia lin minh th. Vic pht trin cc h thng ny s l nn tng quan trng thc y th trng th pht trin mnh m hn na. Bn cnh , cc mi lin kt ny s to ra s cnh tranh nht nh vi cc Ngn hng nc ngoi trong qu trnh hi nhp kinh t quc t nh hin nay. 5.2.4. Tng cng an ninh, bo mt cho ch th Tuy a s cc khch hng s dng th trn a bn huyn Bnh Minh cha gp phi nhng vn nh b l m pin, ti khon b nh cp nhng Agribank cng cn phi m bo tnh an ninh bng cch hng dn khch hng r rng v cn thn cc quy nh cng nh cch s dng th, ch trng n cht lng d liu v bo mt an ton ca h thng cng ngh. ng thi c l trnh chuyn th t sang th chp theo chun EMV cho khch hng nng cao tnh bo mt hn na cho khch hng. 5.2.5. Chm sc tt khch hng - Hng dn chu o Hng dn khch hng s dng th chu o va gip cho khch hng hiu r v s dng ng trnh gp nhng rc ri nh l Pin, my nut th, khng bit cch s dng my ATM, va lm cho khch hng cm thy hi lng. - X l nhanh v tha ng nhng thc mc cng nh nhng vn pht sinh m khch hng gp phi khi s dng my ATM Phn ln vn m khch hng s dng th ATM trn a bn gp phi l h thng my ATM khng hot ng, my nut th, tr tin khng r l do, do ngn hng nn theo di v x l kp thi cc trng hp trn. Nu xy ra nhiu ln s gy mt lng tin n khch hng. Ngn hng nn c h thng theo di cc my ATM hoc c b phn trc thng xuyn kim tra tnh trng hot ng ca my, phng khi my ht tin, ht bin lai, nu my no gp s c s c bo v tng i ngay. Nhn vin k thut s khc phc s c ca my trong thi hn ti a khong 1-2 gi. - Thit lp ng dy nng phc v khch hng nhanh chng, mi lc, mi ni. - m bo cung cp dch v 24/24h v m bo tnh chnh xc, kp thi ca cc giao dch to lng tin ni khch hng. GVHD: Trng Th Thy Hng 103 SVTH: Hunh Minh Trng
Lun vn tt nghip hng c th s gp cc my ATM hoc tr s. 5.2.6. Tng cng hot ng Marketing
Khoa Kinh t & QTKD
- nm bt nhng nhu cu v nhng ng gp ca khch hng, Ngn
gip khch hng lm quen vi dch v th, Ngn hng cn y mnh qung co, gii thiu dch v th ng o ngi dn bit n li ch kinh t v s tin li khi s dng th ATM. Ngn hng c th t chc cc cuc thi tm hiu v th thanh ton thng qua bo, tivi...thm ch l t chc thi trc tip ti cc trng hc. Ngoi ra, ngn hng c th t chc cc bui gii thiu v sn phm th cho cc doanh nghip, cng s... Qui m ca nhng hot ng ny ln hay nh ty thuc vo kh nng ti chnh ca ngn hng. Tng cng hot ng qung co trn cc phng tin thng tin i chng nh tivi, internet, bng ron, p phch v t ri cc chng trnh khuyn mi cng nh cc tin ch ca th ph bin n khch hng. Ngoi ra, hot ng ny cng tc ng mnh m n nhn thc ca khch hng, ph v tm l ngn ngi i vi nhng dch v mi. c bit nu y l mt qung co ht sc n tng s thu ht s ch ca nhiu khch hng. Bn cnh , Ngn hng nn t chc nhng t pht t ri, t bm qung co th ti cc ca hng, siu th, trng hc, bnh vin, cc trung tm mua sm Qung co trn my ATM: cc my ATM khng ch c chc nng thc hin cc giao dch qua th m cn l phng tin qung co hu hiu m t Ngn hng no ch trng n bi v cc my ny thng c t ti nhng ni ng ngi nn d thu ht. Ngn hng c th t cc p phch qung co trn my ATM thng tin cho khch hng v cc chng trnh khuyn mi hin c. Bn cnh , hnh nh cc im t my ATM nn trang tr bt mt hn thu ht khch hng. 5.2.7. o to ngun nhn lc Trong tnh hnh hin nay, di sc p cnh tranh th trng th ngy cng tng, ngn hng cn phi n lc hon thin c v t chc ln chuyn mn nghip v th c th p ng nhng nhu cu v din bin trn th trng. Ngn hng cn xy dng chin lc o to v pht trin ngun nhn lc trong lnh vc kinh doanh th nhm to ra mt i ng cn b chuyn nghip v th.
104
Lun vn tt nghip
Khoa Kinh t & QTKD
Tng cng cng tc o s dng tin ch th n i ng nhn vin Ngn hng. Cng tc o to gn lin vi cng tc qung co phng php s dng th, cc tin ch i lin vi tng loi th nhm a n cho cng chng nhng hiu bit nht nh v s dng th Ngn hng. M cc lp tp hun nng cao trnh cho cc cn b, c cc kho o to v chuyn mn th, cung cp ti liu lin quan n nghip v th, cp nht thng tin, chnh sch pht trin dch v th, v cch thc phng nga v qun l ri ro. Tng cng o to cn b Marketing cho dch v th sao cho c tnh chuyn nghip trong cng tc Marketing, nghin cu v pht trin th trng, m bo truyn ti y , chnh xc cc thng tin lin quan n dch v th ng thi thu ht ngy cng ng ngi quan tm v s dng th ca Ngn hng. Tng cng bi dng kin thc v tin hc v cng ngh thng tin khng ch i vi cn b qun l m cn cho cc cn b nghip v. C ch v lng, thng hp l i vi cc cn b, c bit l cc cn b lm vic theo ca trc, qun l h thng my mc vo cc ngy ngh. i vi cc n v chp nhn th, cn phi hp vi cc n v ny m nhng lp hun luyn tc nghip cho nhn vin, cho php cc n v chp nhn th c nhn vin n trc tip ti c s ca ngn hng thc hnh nghip v th. Gy dng tnh on kt gia cc nhn vin, phi hp hot ng gia b phn th v cc b phn c lin quan hc hi v gip ln nhau hon thnh cng vic chung. Thng xuyn nhc nh nhn vin lun to mi quan h tt vi khch hng, phi nim n, n cn khi giao tip vi khch hng. Bi v ngnh Ngn hng l mt ngnh cung cp dch v c th, trong b quyt thnh cng trong giao tip vi khch hng cn phi c quan tm hng u.
105
Khoa Kinh t & QTKD
KT LUN V KIN NGH

6.3. KT LUN Cc hnh thc thanh ton bng th bt u xut hin theo nhu cu pht trin ca x hi v tc pht trin hin nay ngy cng tng. Ngi dn c ti khon trong ngn hng v mun vic s dng tin trong ti khon c tin li hn, loi th thanh ton ra i cng vi cc my rt tin t ng, cc im chp nhn th. R rng, thanh ton qua th ATM v ngy cng em li nhiu li ch cho c nhn, doanh nghip v cho ton x hi. Dch v th thanh ton vi cc tin ch nhanh chng, an ton v tin li. Nhng tin ch ny c ngha quyt nh n qu trnh vn ng, tun hon v chu chuyn vn ca cc doanh nghip, ca khch hng v ca c nn kinh t nh gim ng k c thi gian thanh ton. Bn cnh , ch th thanh ton hng ha, dch v bng th thng qua ti khon m ti ngn hng s gip nh nc kim sot cc hot ng giao dch kinh t, tng cng tnh ch o ca nh nc trong vic iu tit nn kinh t. Pht trin th thanh ton cn to iu kin ng dng cc tin b khoa hc k thut v cng ngh hin i to thun li cho vic hi nhp nn kinh t Vit Nam vi nn kinh t th gii. Qua ti Phn tch mc hi lng ca khch hng i vi dch v th th thanh ton ca Agribank ti chi nhnh huyn Bnh Minh cho thy c thc trng kinh doanh th thanh ton ca Agribank Bnh Minh giai on t nm 2007 6 thng u nm 2010 l rt kh quan v ngy cng c m rng. S lng th c pht hnh cng nh doanh s thanh ton qua cc nm u c s tng trng qua cc nm. Bn cnh , qua kho st thc t ngi tiu dng ti huyn Bnh Minh cho thy, a s ngi tiu dng u cm thy hi lng v cc tin ch ca th Agribank nhng mc hon ton hi lng i vi cc tin ch ca th th vn chim t l thp. V h cng c s quan tm v hiu bit v th nhng do thi quen dng tin mt thanh ton khi mua hng ha khin cho th khng th pht huy ht cc tin ch ca mnh v khng th tr thnh phng tin thanh ton pht trin trong i sng tiu dng tin b ngy nay. Chnh v vy, chng ta cn phi c nhng gii GVHD: Trng Th Thy Hng 106 SVTH: Hunh Minh Trng
Lun vn tt nghip
Khoa Kinh t & QTKD
php ph hp c th nng cao s hi lng ca khch hng v a chic th tr nn thun tin v thng dng hn i vi ngi tiu dng. c c v th nh ngy hm nay, Agribank Bnh Minh lun khng ngng ci tin cc dch v trn th cng nh u t i mi, nng cp h thng thanh ton ngy cng hon thin p ng tt h n nhu cu ca khch hng. Tuy nhin, vi vic gia nhp WTO th mi trng cnh tranh s cng tr nn gay gt, do Agribank Bnh Minh cn phi y mnh hn na nhng chnh sch qung b, tuyn truyn nhm thu ht nhiu hn na lng ngi n vi dch v th ca Ngn hng. Thc y hot ng thanh ton th ni ring v thanh ton khng dng tin mt ni chung, gim lng tin mt trong lu thng, to tin cho nn kinh t x hi pht trin, ph hp vi qu trnh hi nhp kinh t hin nay. C nh vy mi thc s a hot ng th thanh ton vo ph bin trong dn c v nng cao c hot ng kinh doanh ca Ngn hng. 6.4. KIN NGH c th khc phc c nhng hn ch hin ti nhm li cun khch hng n vi dch v thanh ton bng th th i hi phi c s lu tm, n lc v phi hp ng b t nhiu pha: 6.2.1. i vi Chnh ph v Ngn hng Nh nc - To mt mi trng php l cht ch cho cc giao dch th: + dch v th pht trin, trc ht Chnh ph v ngnh Ngn hng cn hon thin khung php l, c bit l cc chnh sch thc y thanh ton khng dng tin mt nh tht cht qun l tin mt, tng chi ph s dng tin mt ngi dn chuyn sang cc hnh thc thanh ton khc, u i cho cc dch v thanh ton khng dng tin mt. + Sm ban hnh quy nh trch lp d phng ri ro cho hot ng th. + Thnh lp thng tin tn dng khch hng c nhn, qua to iu kin pht trin dch v Ngn hng, trong c dch v th - H tr chuyn mn, u t c s h tng k thut th. - C nhng chnh sch u i, khuyn khch thc y pht trin dch v th nh gim mc thu nhp khu cc vt t, thit b phc v cho nghip v th, n gin ha cc th tc u thu, mua sm cc thit b cng ngh GVHD: Trng Th Thy Hng 107 SVTH: Hunh Minh Trng
Lun vn tt nghip
Khoa Kinh t & QTKD
- y mnh vic thc hin ch th 20 ca Chnh ph tr lng qua ti khon trong cc doanh nghip, cng ty nhm gim lng tin trong lu thng, gim chi ph v tit kim thi gian. 6.2.2. i vi Ngn hng Agribank Vit Nam - Cn c nhng ch trng, chnh sch u t trang thit b hin i pht trin nghip v th rng ri trong dn c. - Thng xuyn t chc nhiu chng trnh khch trng thng hiu v uy tn ca Ngn hng. - Tng cng t chc cc chng trnh o to nghip v nhn vin th c th c iu kin nng cao trnh nghip v chuyn mn. - B sung thm nhiu mnh gi tin cho my ATM ph hp vi nhu cu chi tiu ca khch hng. - Tip tc y nhanh tin thc hin cng ngh chuyn t s dng th t sang th chp nhm nng cao tnh an ton trong s dng th v to nim tin ni khch hng. 6.2.3. i vi Ngn hng Agribank Bnh Minh Ngn hng cn quan tm nhiu hn n vic thc hin cc chng trnh khuyn mi, u i, qung co, tip th thng qua cc phng tin thng tin i chng nh bo, tp ch, tivi, internetnhm gii thiu sn phm, dch v ca Ngn hng n ng o ngi dn. Bn cnh cn ch trng cng tc khch hng, hng dn cho khch hng hiu r nhng li ch, an ton khi s dng th ATM trong thanh ton t thay i thi quen s dng tin mt trong dn chng. - Cn u t, nng cp trang thit b hin i, i mi k thut, cng ngh Ngn hng bn cnh vic hon thin h thng kt ni theo mt chun chung thng nht. - Thng xuyn t chc tp hun nng cao trnh nghip v ca cn b cng nhn vin trong Ngn hng mnh. C chnh sch khen thng i vi nhng nhn vin tch cc, khuyn khch thch ng cho nhng nhn vin thc hin cng tc khch hng gii. Bn cnh cn c chnh sch u i gi chn cn b cng nhn vin trong mi trng cnh tranh nh hin nay.
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Lun vn tt nghip
Khoa Kinh t & QTKD
- Cn thc hin kho st th trng, nghin cu v tr t my v s lng my ATM cho ph hp vi nhu cu s dng hng ngy ca khch hng, to iu kin thun tin cho khch hng khi n giao dch ti my ATM. Thm vo , cn khc phc tnh trng c lin quan n my ATM nh: thiu tin, my h, my nut th
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Lun vn tt nghip
Khoa Kinh t & QTKD
TI LIU THAM KHO
SCH, LUN VN 1. Nguyn Hu Tm (2008), Bi ging s dng SPSS phn tch v thng k d liu, Khoa Kinh t-QTKD, Trng i hc Cn Th. 2. Hunh Th an Xun (2008), Bi ging phng php nghin cu kinh t, Khoa Kinh t-QTKD, Trng i hc Cn Th. 3. Phm L Hng Nhung (2007), Bi ging hng dn thc hnh SPSS c bn, Khoa Kinh t-QTKD, Trng i hc Cn Th. 4. Thi Vn i (2007). Bi ging nghip v kinh doanh ngn hng thng mi, Trng i hc Cn Th. 5. TS. Lu Thanh c Hi (2007), Bi ging nghin cu Marketing, Khoa Kinh t-QTKD, Trng i hc Cn Th. 6. Nguyn Vit Lm (2007). Nghin cu Marketing, NXB i hc Kinh t Quc Dn. 7. Phm Thy Lan Anh (2005). Xy dng chin lc pht trin th ng giai on 2006-2010, Lun vn Thc S Kinh t. 8. ng Th Hng Nguyn lp KT05. Phn tch hiu qu hot ng kinh doanh dch v th ti Ngn hng TMCP Ngoi Thng Vit Nam chi nhnh Cn Th, Lun vn tt nghip Khoa Kinh t - Qun tr kinh doanh. 9. Phm Th Hng (2008): Nng cao cht lng dch v th ti ngn hng Nng nghip v Pht trin nng thn Vit Nam, Lun vn tt nghip Khoa Kinh t - Qun tr kinh doanh. WEBSITE 1. Trang web ca Ngn hng Agribank Vit Nam: www.agribank.com.vn 2. Trang web B Ti chnh: www.mof.gov.vn 3. Trang web Ngn hng Nh Nc: www.sbv.gov.vn 4. Trang web Hip hi Ngn hng Vit Nam: www.vnba.org.vn 5. Trang web khc: www.vneconomy.vn, www.vietbao.vn.
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PHC LC
BNG CU HI Xin cho anh/ ch! Ti l Hunh Minh Trng, sinh vin nm cui khoa Kinh T - QTKD, chuyn ngnh Kinh T Ngoi Thng, trng i hc Cn Th. Hin nay ti ang thc hin lun vn tt nghip: Phn tch mc hi lng ca khch hng v dch v th thanh ton ca ngn hng Agribank ti chi nhnh huyn Bnh Minh. V th, ni dung ca bui tr chuyn hm nay xoay quanh ch trn, nhng thng tin c qu anh ch cung cp l nhng thng tin mang gi tr thc t v ht sc qu gi cho ti. Nhng thng tin c nhn anh ch cung cp s c gi b mt. Do vy, ti rt mong c c s cng tc nhit tnh tnh ca anh/ch!
I. THNG TIN P VIN INFORMATION. H & tn p vin:.................................................................................. Nm sinh:......................................... Gii tnh: Nam N
Trnh hc vn:............................. ...................................................... a ch:............................................. ...................................................... TD: ................................................................................................... a ch Email: ......................................................................................... Ngy phng vn: ../../2010
II. PHN GN LC. (R1) Anh/ ch vui lng cho bit trong vng 6 thng qua, anh/ch c tng tham gia nghin cu th trng khng? Khng C GVHD: Trng Th Thy Hng 111 Tip tc Kt thc SVTH: Hunh Minh Trng
Lun vn tt nghip trong ngn hng hay khng? Khng C
Khoa Kinh t & QTKD
(R2) Anh/ ch hoc c ngi no trong gia nh anh/ ch lm vic
Tip tc Kt thc
(R3) Xin vui lng cho bit anh/ ch c tng s dng Th Thanh Ton ca ngn hng Agribank khng? Khng C Kt thc Tip tc
III. BNG CU HI CHNH.

Ch : K hiu MR l cu hi c th c nhiu cu tr li SR l cu hi ch chn 1 cu tr li
(Q1) Anh/ ch bit n dch v th thanh ton ca AgriBank t u? (MR) Khi giao dch ti ngn hng Ngi thn, bn b, ngi quen Internet, bo ch Tivi, radio T bm, pano ngoi tri Khc............................................................................................................... (Q2) L do khin anh ch chn s dng th thanh ton? (MR) Ct gi tin an ton Nh, gn d mang theo Giao dch nhanh chng Nhu cu cng vic L do khc GVHD: Trng Th Thy Hng 112 SVTH: Hunh Minh Trng
Lun vn tt nghip
Khoa Kinh t & QTKD
(Q3) Anh/ ch ang s dng loi th thanh ton no ca ngn hng Agribank chi nhnh Bnh Minh (Vnh Long)? (SR) Th tn dng ( Visa, MasterCard ) Th ghi n (success) Nu anh/ ch s dng th tn dng th anh/ ch vui lng b qua cu (Q6). (Q4) Anh/ ch vui lng cho bit mc hi lng ca anh/ ch vi dch v th thanh ton ca Agribank m anh/ ch ang s dng? Rt khng hi lng Bnh thng Khng hi lng Hi lng Rt hi lng
(Q5) Vui lng cho bit cm nhn ca anh/ ch v chi ph m th thanh ton theo quy nh ca AgriBank? (SR) Qu cao R Cao Qu r Chp nhn c
(Q6) Anh/ ch vui lng cho bit mc hi lng ca anh/ ch vi nhng yu t sau ca loi th tnh dng do Agribank pht hnh m anh ch ang s dng. Xin Anh/Ch vui lng tr li bng cch nh du ( )vo mt thch hp. (SR) 1. Rt khng hi lng 4. Hi lng 2. Khng hi lng 5. Rt hi lng 3. Khng kin
Ch tiu Li sut Ph dch v V tr t my Cc dch v trn th Cht lng my Thi phc v ca nhn vin
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Lun vn tt nghip thanh ton ca AgriBank.
Khoa Kinh t & QTKD
(Q7) Vui lng cho bit kin ca anh ch vi nhng pht biu sau v th
Xin Anh/Ch vui lng tr li bng cch nh du ( )vo mt thch hp. (SR) 1. Rt khng ng 4. ng Ch tiu Th dy dn, chc chn Thit k mu sc p Di t t b hng Cc loi th t b cong, vnh B mt cc loi th kh b try (Q8) Vui lng cho bit, khi giao dch trn my ATM, anh/ ch c gp phi nhng li/ s c bt tin no hay khng? (MR) Ch i lu khi rt tin My b hng, li My thng b nut th L m PIN Khc. (Q9) Vui lng cho bit, s ln s dng th (rt tin, kim tra ti khon, chuyn khon) trung bnh hng thng ca anh ch l bao nhiu? (SR) Di 5 ln. T 5 10 ln. Trn 10 ln. 2. Khng ng 5. Hon ton ng 1 2 3 4 5 3. Khng c kin
(Q10) Anh/ ch c ang s dng th ca ngn hng khc cng lc vi th ca Ngn hng Agribank?(SR) Khng C
Nu (Q10) C, tip tc (Q11.a,b); nu anh/ ch ch s dng duy nht th ca Agribank, vui lng tip tc (Q12) GVHD: Trng Th Thy Hng 114 SVTH: Hunh Minh Trng
Lun vn tt nghip (Q11.a) l th ca nhng ngn hng no? (MR)
Khoa Kinh t & QTKD
(Q11.b) Anh/ ch hi lng khi s dng th thanh ton ca ngn hng no nht Vui lng nh du ( ) vo thch hp. (SR) Ngn hng Tn thng gi Agribank Sacombank Vietinbank DongAbank Kienlongbank Q11.a Q11.b
Ngn hng NNo & PTNN Ngn hng TM CP Si Gn Thng Tn Ngn hng Cng thng Vit Nam Ngn hng ng Ngn hng TM CP Kin Long Ngn hng Pht trin Nh ng Bng Sng Cu MHB Long Khc:...
(Q12) Vui lng cho bit ngh nghip hin ti ca anh/ ch? (SR) Hc sinh sinh vin Cn b cng nhn vin Ch doanh nghip Tiu thng Ngnh ngh khc (Q13) Xin anh/ ch vui lng cho bit thu nhp c nhn hng thng ca Anh/ ch (bao gm tin tr cp t gia nh, tin lng lm thm) khon: (SR) Di 1,5 triu 3,5 triu 4.5 triu 1,5 triu 2.5triu Trn 4.5 triu 2.5 triu 3,5 triu
Xin chn thnh cm n anh /ch bt cht thi gian cung cp thng tin cho chng ti. Sau cng xin chc anh /ch di do sc kho v thnh cng trong cuc sng.
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Lun vn tt nghip
KT QU PHN TCH T SPSS 16.0
Khoa Kinh t & QTKD
Q1. Ngun thng tin ca khch hng

Responses N Nguon thong tin cua Khi g.dich tai NH khach hanga Nguoi than Internet, bao chi Tivi, radio To buom, pano Total 55 87 133 169 55 499 Percent 11.0% 17.4% 26.7% 33.9% 11.0% 100.0% Percent of Cases 110.0% 174.0% 266.0% 338.0% 110.0% 998.0%
Q2. L do khch hng chn s dng th thanh ton.

Responses N Muc dich su dung thea Cat giu tien an toan Nho gon, de mang theo Giao dich nhanh chong Nhu cau cong viec Total 33 29 17 22 101 Percent 32.7% 28.7% 16.8% 21.8% 100.0% Percent of Cases 66.0% 58.0% 34.0% 44.0% 202.0%
Q3. Loi th thanh ton ca ngn hng Agribank khch hng ang s dng.
Frequency Valid The tin dung The ghi no Total 9 41 50 Percent 18.0 82.0 100.0 Valid Percent 18.0 82.0 100.0 Cumulative Percent 18.0 100.0
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Lun vn tt nghip hng Agribank.

Frequency Percent Valid Khong hai long Binh thuong Hai long Rat hai long Total 4 10 28 8 50 8.0 20.0 56.0 16.0 100.0 Valid Percent 8.0 20.0 56.0 16.0 100.0
Khoa Kinh t & QTKD
Q4. Mc hi lng ca khch hng vi dch v the thanh ton ca ngn

Cumulative Percent 8.0 28.0 84.0 100.0
Q5. Kh nng chp nhn ca khch hng vi chi ph m th.

Frequency Percent Valid Cao Chap nhan duoc Re Total 15 27 8 50 30.0 54.0 16.0 100.0 Valid Percent 30.0 54.0 16.0 100.0 Cumulative Percent 30.0 84.0 100.0
Q6. Mc hi lng ca khch hng vi cc yu t ca th thanh ton Li sut:

Frequency Percent Valid Khong hai long Binh thuong Hai long Rat hai long Total 6 29 14 1 50 12.0 58.0 28.0 2.0 100.0 Valid Percent 12.0 58.0 28.0 2.0 100.0 Cumulative Percent 12.0 70.0 98.0 100.0
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Lun vn tt nghip Ph dch v

Frequency Percent Valid Khong hai long Binh thuong Hai long Total 5 30 15 50 10.0 60.0 30.0 100.0 Valid Percent 10.0 60.0 30.0 100.0 Valid Percent
Khoa Kinh t & QTKD

Cumulative Percent 10.0 70.0 100.0
V tr t my
Frequency Percent Cumulative Percent 4.0 56.0 96.0 100.0
Valid Rat khong hai long Khong hai long Binh thuong Hai long Total
2 26 20 2 50
4.0 52.0 40.0 4.0 100.0 Valid Percent 2.0 50.0 48.0 100.0
4.0 52.0 40.0 4.0 100.0 Cumulative Percent 2.0 52.0 100.0
Cc dch v trn th
Frequency Percent
Valid Binh thuong Hai long Rat hai long Total
1 25 24 50
2.0 50.0 48.0 100.0
Cht lng my
Frequency Percent Valid Percent 2.0 6.0 32.0 54.0 6.0 100.0 Cumulative Percent 2.0 8.0 40.0 94.0 100.0
Valid Rat khong hai long Khong hai long Binh thuong Hai long Rat hai long Total
1 3 16 27 3 50
2.0 6.0 32.0 54.0 6.0 100.0
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Lun vn tt nghip Thi phc v ca nhn vin

Frequency Percent Valid Binh thuong Hai long Rat hai long Total 1 41 8 50 2.0 82.0 16.0 100.0 Valid Percent 2.0 82.0 16.0 100.0
Khoa Kinh t & QTKD

Q7. kin ca khch hng vi nhng pht biu v cht lng ca th thanh ton ca ngn hng Agribank. Th dy dn, chc chn
Frequency Percent Valid Khong y kien Dong y Hoan toan dong y Total 5 34 11 50 10.0 68.0 22.0 100.0 Valid Percent 10.0 68.0 22.0 100.0 Valid Percent 2.0 44.0 52.0 2.0 100.0 Cumulative Percent 2.0 46.0 98.0 100.0 Cumulative Percent 10.0 78.0 100.0
Thit k mu sc p
Frequency Percent 2.0 44.0 52.0 2.0 100.0
Valid Khon dong y Khong y kien Dong y Hoan toan dong y Total
1 22 26 1 50
Di t t b hng
Frequency Percent 24.0 34.0 36.0 6.0 100.0 Valid Percent 24.0 34.0 36.0 6.0 100.0 Cumulative Percent 24.0 68.0 94.0 100.0
Valid Khong dong y Khong y kien Dong y Hoan toan dong y Total
12 17 18 3 50
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Lun vn tt nghip Cc loi th t b cong, vnh

Frequency Valid Khong y kien Dong y Hoan toan dong y Total 5 36 9 50 Percent 10.0 72.0 18.0 100.0 Valid Percent 10.0 72.0 18.0 100.0 Valid Percent 16.0 44.0 40.0 100.0
Khoa Kinh t & QTKD

B mt th kh b try
Frequency Percent Cumulative Percent 16.0 60.0 100.0
Valid Khong dong y Khong y kien Dong y Total
8 22 20 50
16.0 44.0 40.0 100.0
Q8. Li/ s c gy bt tin cho khch hng khi giao dch trn my ATM
Responses N Loi/ su co khi s.dunga Cho doi lau khi rut tien May bi hong, loi May thuong bi nuot the Total 15 26 22 63 Percent 23.8% 41.3% 34.9% 100.0% Percent of Cases 30.0% 52.0% 44.0% 126.0%
Q9. Tn s s dng th hng thng ca khch hng

Frequency Percent Valid Duoi 5 lan Tu 5 - 10 lan Tren 10 lan Total 41 5 4 50 82.0 10.0 8.0 100.0 Valid Percent 82.0 10.0 8.0 100.0 Cumulative Percent 82.0 92.0 100.0
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Khoa Kinh t & QTKD
Q10. Khch hng s dng th ca nhng ngn hng khc cng lc vi th thanh ton cu Agribank.
Cumulative Frequency Valid Khong Co Total 30 20 50 Percent 60.0 40.0 100.0 Valid Percent 60.0 40.0 100.0 Percent 60.0 100.0
\Q11a. Nhng ngn hng pht hnh khch hng ang s dng cng lc vi Agribank.
Responses N Nhung NH dang sd cung SacomBank luc voi AgriBanka VietinBank DongABank KienlongBank MHB Total 6 7 6 3 2 24 Percent 25.0% 29.0% 25.0% 13.0% 8.0% 100.0% Percent of Cases 30.0% 35.0% 30.0% 15.0% 10.0% 120.0%
Q11b. Ngn hng c khch hng hi lng nht trong s nhng ngn hng ang s dng.
Cumulative Frequency Percent Valid Percent Percent Valid AgriBank SacomBank DongAbank Total 11 3 6 20 55.0 15.0 30.0 100.0 55.0 15.0 30.0 100.0 55.0 70.0 100.0
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Lun vn tt nghip Thng tin p vin: Ngh nghip v thu nhp ca p vin
Khoa Kinh t & QTKD
Nghe nghiep DV H.sinh, SV Thu nhap Duoi 1,5 trieu trung binh 1,5 - 2,5 trieu DV 2,5 - 3,5 trieu 3,5 - 4,5 trieu Tren 4,5 trieu Total 4 5 0 0 0 9 Can bo, c.nhan vien 0 2 9 6 1 18 Chu doanh Tieu nghiep thuong 0 0 2 1 5 8 0 1 3 3 0 7 Khac 2 3 3 0 0 8 Total
6 11 17 10 6 50
Gii tnh v tui p vin

18 30 Do tuoi DV 31 40 41 50 8 7 15 3 2 5 >= 51 0 0 0 Total 25 25 50
Gioi tinh DV Total
Nam Nu
14 16 30
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Lun vn tt nghip
Khoa Kinh t & QTKD
KIM NH MI TNG QUAN CA CC YU T VI MC HI LNG CA KHCH HNG Gii tnh v mc hi lng

G.tinh Nam M.doHailong Khong hai long Count % within M.doHailong % within G.tinh Khong y kien Count % within M.doHailong % within G.tinh Hai long Count % within M.doHailong % within G.tinh Rat hai long Count % within M.doHailong % within G.tinh Total Count % within M.doHailong % within G.tinh 5 55.6% 20.0% 9 56.2% 36.0% 8 40.0% 32.0% 3 60.0% 12.0% 25 50.0% 100.0% Nu 4 44.4% 16.0% 7 43.8% 28.0% 12 60.0% 48.0% 2 40.0% 8.0% 25 50.0% 100.0% Total 9 100.0% 18.0% 16 100.0% 32.0% 20 100.0% 40.0% 5 100.0% 10.0% 50 100.0% 100.0%
Kt qu kim nh Chi Quare:

Value Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases 1.361a 1.369 .220 50 df 3 3 1 Asymp. Sig. (2-sided) .715 .713 .639
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Lun vn tt nghip -
Khoa Kinh t & QTKD
Mc hi lng vi loi th thanh ton khch hng ang s dng

M.doHailong Khong hai Khong y long kien Hai long 1 Rat hai long 0 Total 9
Loai The
The tin dung
Count % within LoaiThe % within M.doHailong
4 44.4% 44.4% 5 12.2% 55.6% 9 18.0% 100.0%
44.4% 11.1% 25.0% 12 5.0% 19
.0% 100.0% .0% 18.0% 5 41
The ghi no Count % within LoaiThe % within M.doHailong Total Count % within LoaiThe % within M.doHailong
29.3% 46.3% 75.0% 95.0% 16 20
12.2% 100.0% 100.0% 82.0% 5 50
32.0% 40.0% 100.0% 100.0%
10.0% 100.0% 100.0% 100.0%
Kt qu kim nh Chi Quare:

Value Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases 8.183a 8.839 7.596 50 df 3 3 1 Asymp. Sig. (2-sided) .042 .032 .006
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Lun vn tt nghip M.doHailong
Khoa Kinh t & QTKD
nh hng ca thu nhp n mc hi lng ca khch hng

Khong hai Khong y long kien Hai long Rat hai long 3 50.0% 60.0% 2 18.2% 40.0% 0 .0% .0% 0 .0% .0% 0 .0% .0% 5 10.0% 100.0%
Total 6 100.0% 12.0% 11 100.0% 22.0% 17 100.0% 34.0% 10 100.0% 20.0% 6 100.0% 12.0% 50 100.0% 100.0%
Thu Duoi 1,5 tr Count Nhap % within ThuNhap % within M.doHailong 1,5 - 2,5 tr Count % within ThuNhap % within M.doHailong 2,5 - 3,5 tr Count % within ThuNhap % within M.doHailong 3,5 - 4,5 tr Count % within ThuNhap % within M.doHailong Tren 4,5 tr Count % within ThuNhap % within M.doHailong Total Count % within ThuNhap % within M.doHailong
0 .0% .0% 1 9.1% 11.1% 3 17.6% 33.3% 1 10.0% 11.1% 4 66.7% 44.4% 9 18.0% 100.0%
1 16.7% 6.2% 2 18.2% 12.5% 6 35.3% 37.5% 6 60.0% 37.5% 1 16.7% 6.2% 16 32.0% 100.0%
2 33.3% 10.0% 6 54.5% 30.0% 8 47.1% 40.0% 3 30.0% 15.0% 1 16.7% 5.0% 20 40.0% 100.0%
125
Lun vn tt nghip Kt qu kim nh Chi Quare:

Value Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases 29.426
a
Khoa Kinh t & QTKD

Asymp. Sig. (2-sided) 12 12 1 .003 .011 .000
df
25.826 14.441 50
126

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Lun vn tt nghip

Khoa Kinh t & QTKD

I HC CN TH KHOA KINH T - QUN TR KINH DOANH

Ging vin hng dn: TRNG TH THY HNG

Cn Th, thng 10 nm 2010.

GVHD: Trng Th Thy Hng

SVTH: Hunh Minh Trng

Khoa Kinh t & QTKD

Hunh Minh Trng

GVHD: Trng Th Thy Hng

SVTH: Hunh Minh Trng

Khoa Kinh t & QTKD

Ngy 15 thng 11 nm 2010 Sinh vin thc hin

Hunh Minh Trng

GVHD: Trng Th Thy Hng

SVTH: Hunh Minh Trng

Khoa Kinh t & QTKD

NHN XT CA C QUAN THC TP

GVHD: Trng Th Thy Hng

SVTH: Hunh Minh Trng

Khoa Kinh t & QTKD

BN NHN XT LUN VN TT NGHIP I HC

Lun vn tt nghip 6. Cc nhn xt khc

Khoa Kinh t & QTKD

GVHD: Trng Th Thy Hng

SVTH: Hunh Minh Trng

Khoa Kinh t & QTKD

PHT TRIN NNG THN CHI NHNH BNH MINH

Khoa Kinh t & QTKD

GVHD: Trng Th Thy Hng

SVTH: Hunh Minh Trng

Khoa Kinh t & QTKD

Khoa Kinh t & QTKD

TI LIU THAM KHO ................................................................................96 PH LC ............................................................................................................97

GVHD: Trng Th Thy Hng

SVTH: Hunh Minh Trng

Khoa Kinh t & QTKD

DANH MC BIU BNG

Khoa Kinh t & QTKD

GVHD: Trng Th Thy Hng

SVTH: Hunh Minh Trng

Khoa Kinh t & QTKD

GVHD: Trng Th Thy Hng

SVTH: Hunh Minh Trng

Khoa Kinh t & QTKD

DANH SCH CC T VIT TT

GVHD: Trng Th Thy Hng

SVTH: Hunh Minh Trng

Lun vn tt nghip CHNG 1

Khoa Kinh t & QTKD

GVHD: Trng Th Thy Hng

SVTH: Hunh Minh Trng

Khoa Kinh t & QTKD

Lun vn tt nghip 1.2. MC TIU NGHIN CU 1.2.1. Mc tiu chung

Khoa Kinh t & QTKD

GVHD: Trng Th Thy Hng

SVTH: Hunh Minh Trng

Lun vn tt nghip 1.5. LC KHO TI LIU

Khoa Kinh t & QTKD

GVHD: Trng Th Thy Hng

SVTH: Hunh Minh Trng

Lun vn tt nghip ca cc ngn hng trn a bn TP Cn Th

Khoa Kinh t & QTKD