YU T NH HNG N XU HNG CHN LA NGN HNG CA KHCH HNG C NHN Phm Th Tm- i hc Lt Phm Ngc Thy- Trng i hc Bch

h Khoa, HQG TP.HCM Nghin cu di y nhm tm hiu cc yu t nh hng n xu hng chn la ngn hng ca khch hng c nhn. D liu kho st trn 350 khch hng c nhn ti Thnh ph Lt. Kt qu cho thy, yu t Nhn bit thng hiu c tc ng mnh nht n xu hng chn la ngn hng, k n l Thun tin v v tr, X l s c, nh hng ca ngi thn, V bn ngoi v cui cng l Thi i vi chiu th. T kt qu nghin cu, bi vit a ra mt s kin ngh cho cc ngn hng duy tr khch hng c v thu ht khch hng tim nng. 1. T VN S pht trin ca h thng ngn hng Vit Nam gn y rt ng ghi nhn. Cng vi s gia tng s lng ngn hng l s pht trin a dng ca cc loi hnh dch v, trong cc dch v c khch hng c nhn s dng ph bin nht l vay vn t ngn hng, gi tit kim, th thanh ton, mua bn ngoi t v thanh ton quc t.

Nhiu hc gi v nh qun l ngn hng rt quan tm n phn khc khch hng c nhn, c bit l hnh vi tiu dng ca nhm khch hng ny (Yavas U. & ctg [14], Mokhlis S. [10]) v cho rng phn khc ny em li doanh thu cao, chc chn, t ri ro, nng cao kh nng a dng ha cc sn phm v dch v phi ngn hng (trch t [9]). Xt v lu di, s gia tng s lng ngn hng v s a dng ca dch v ti chnh gip cho khch hng c nhiu la chn v d dng hn trong vic thay i ngn hng. Ngn hng no mun nm bt chnh xc nhu cu khch hng v chim lnh th trng tim nng, ngn hng phi n u trong cng tc nghin cu xu hng th trng. Nghin cu cung cp thng tin cho cc ngn hng tham kho ra cc bin php thit thc nhm duy tr khch hng c v thu ht khch hng tim nng hiu qu hn. 2. MC TIU NGHIN CU Nghin cu xc nh t cc mc tiu c th sau: (1) Nhn dng cc yu t nh hng n xu hng chn ngn hng ca khch hng c nhn; (2) o lng mc nh hng ca cc yu t c tc ng n xu hng chn ngn hng; (3) mt s kin ngh cho cc ngn hng

duy tr khch hng c v thu ht khch hng tim nng. 3. C S L THUYT 3.1. Xu hng tiu dng Hu ht cc l thuyt v hnh vi mua sm ca ngi tiu dng u xoay quanh m hnh EKB (Engel & ctg, 1978 [5]). Theo , m hnh ny ch ra rng hnh vi ngi tiu dng l mt qu trnh lin tc bao gm vic nhn ra nhu cu, thu thp thng tin, xem xt cc la chn, quyt nh mua v nh gi sau khi mua. V qu trnh ra quyt nh mua hng thng phi tri qua nhiu giai on, nn trc khi bt u thc hin mt chin dch tip th cho sn phm mi hay c, mt iu rt quan trng l cc doanh nghip phi bit s b v din mo v c im khch hng, ci m s gip cc doanh nghip thu ht v gi c khch hng, chnh l nghin cu hnh vi tiu dng ca khch hng (trch t [3]). Hnh vi ngi tiu dng l s tng tc nng ng ca cc yu t nh hng, nhn thc, hnh vi v mi trng m qua s thay i con ngi thay i cuc sng ca h [4]. Nghin cu hnh vi ca ngi tiu dng l nhm gii thch qu trnh mua hay khng mua mt loi hng ha no . Mt trong nhng cch phn tch hnh vi ngi tiu dng l o

lng xu hng tiu dng ca khch hng. Xu hng tiu dng ngha l s nghing theo ch quan ca ngi tiu dng v mt sn phm, thng hiu no , v n c chng minh l yu t then cht d on hnh vi ngi tiu dng (Fishbein & Ajzen, 1975, trch t [6]). C mt s tng ng gia thut ng xu hng tiu dng ni chung v xu hng chn, v c 2 u hng n hnh ng chn s dng hoc mt sn phm/dch v hoc mt thng hiu. C rt nhiu nh nghin cu quan tm n lnh vc ngn hng, c bit l nghin cu xu hng chn la ngn hng. in hnh l nghin cu ca Yavas U. & ctg [14] v nghin cu ca Safiek Mokhlis [10]. Da vo c im mu kho st (nhng c nhn hoc cha s dng dch v ngn hng), trn c s xem xt v chn la, ti a cc yu t V bn ngoi, Thun tin v thi gian trong nghin cu ca Yavas U. & ctg v yu t Thun tin v v tr trong nghin cu ca Mokhlis S. (2008) vo m hnh nghin cu ngh. 3.2. Thuyt hnh ng hp l (TRA- Theory of Reasoned Action)

Thuyt hnh ng hp l- TRA do Fishbein & Ajzen (1975, [6]) xy dng th hin s bao hm v s sp t phi hp cc thnh phn ca thi trong mt cu trc m c thit k d on v gii thch tt hn cho hnh vi ngi tiu dng trong x hi da trn 2 khi nim c bn l (1) thi ca ngi tiu dng i vi vic thc hin hnh vi v (2) cc chun mc ch quan ca ngi tiu dng. Trong , Chun mc ch quan c th c nh gi thng qua 2 yu t c bn: Mc nh hng t thi ca nhng ngi c lin quan i vi vic mua sn phm, thng hiu ca ngi tiu dng v ng c ca ngi tiu dng lm theo mong mun ca nhng ngi lin quan. Thi ca nhng ngi lin quan cng mnh v mi quan h vi nhng ngi lin quan y cng gn gi th xu hng mua ca ngi tiu dng cng b nh hng nhiu. Nhn chung, cc dch v ngn hng i vi ngi tiu dng Vit Nam cn kh mi m, nhng thng tin v ngn hng cha phong ph. Hn na, dch v ngn hng khng ging nh cc hng ha hu hnh khc- khng phi ch mua mt ln ri kt thc m bao gm hng lot s tng tc trong bi cnh ca mt mi quan h lu di. Do , vic ngi tiu dng

c xem xt n thi , mc ng h ca nhng ngi chung quanh v nh la chn ngn hng ca h l cn thit. Chnh v vy, nghin cu a Chun mc ch quan (nh hng ca ngi thn) vo xem xt nh l mt yu t c nh hng n xu hng chn ngn hng. 3.3. Nhn bit thng hiu Nhng nghin cu v thng hiu gn y cho thy, khi quyt nh mua sn phm, mong mun ca khch hng thng c hai phn: Nhu cu v chc nng ca sn phm v nhu cu v tm l ca sn phm. V sn phm ch cung cp cho ngi s dng li ch chc nng, trong khi thng hiu cung cp cho ngi s dng va li ch chc nng va li ch tm l nn khch hng dn dn chuyn t vic mua sn phm sang mua sn phm thng qua thng hiu (Nguyn & ctg, 2002, trch t [11]). Ti Vit Nam c rt nhiu nghin cu lin quan n thng hiu, trong c nghin cu ca tc gi Nguyn & ctg (2002, [11]). Nghin cu ny ch ra rng yu t Nhn bit thng hiu c tng quan dng vi lng Ham mun thng hiu ca khch hng. Trong ,

Nhn bit thng hiu l thnh phn u tin ca thi , cm xc. Ngi tiu dng c cm xc v mt thng hiu th trc tin h phi nhn bit thng hiu trong tp cc thng hiu cnh tranh. Ham mun thng hiu bao gm hai thnh phn: S a thch v xu hng chn la. S thch th ca ngi tiu dng i vi mt thng hiu th hin qua cm xc a thch. V khi phi la chn thng hiu trong tp cc thng hiu cnh tranh th ngi tiu dng c xu hng chn thng hiu no to s thch th nhiu hn nhng thng hiu khc. ti ny a Nhn bit thng hiu vo m hnh nh mt yu t nh hng n xu hng chn ngn hng, tuy nhin phng din nhn bit y ch dng li 2 quan im thng hiu l mt h thng nhn dng (AMA, 1960 *2+) v thng hiu l biu trng (Kapferer, 1992 [8] & Aaker 1996 [1]). iu ny cng hp l bi i tng kho st l nhng khch hng c nhn khng phn bit c hoc cha s dng dch v ngn hng, mc nhn bit thng hiu ca khch hng ni chung ch yu dng li vic nhn bit tn hiu, logo, hnh nh, nhc hiu, chng trnh qung co v khuyn mi ca thng hiu, 3.4. Thi i vi chiu th

Vai tr ca hot ng chiu th trong kinh doanh dch v ngn hng cng khng khc g nhiu so vi cc lnh vc kinh doanh khc l chuyn ti thng tin t ngn hng n khch hng v ngc li. Tuy nhin, trong mt th trng c tnh cnh tranh cao, ngi tiu dng thng phi chu s tn cng dn dp ca nhiu hnh thc chiu th khc nhau t qung co, khuyn mi, bn hng c nhn, PR n cc hot ng ti tr th chiu th cn phi c chc nng thuyt phc, thc y khch hng quan tm v c thi tch cc v ngn hng khch hng s c thin ch hn khi so snh ngn hng ny vi cc i th cnh tranh khc trong cng iu kin (trch t [13]). Nu hot ng chiu th rt quan trng i vi s thnh cng ca doanh nghip th thi ca ngi tiu dng i vi chiu th cng quan trng nh vy trong s thnh cng ca chiu th. Nghin cu ca tc gi Nguyn & ctg [11] ch ra rng Thi i vi chiu th c nh hng n Ham mun thng hiu ca ngi tiu dng. Nu ngi tiu dng c thi tt v thch th i vi chng trnh chiu th ca mt sn phm, thng hiu th trc tin h

s nhn bit c s hin din ca sn phm, thng hiu , phn bit c n vi cc sn phm, thng hiu cnh tranh, v khi c nhu cu, kh nng chn la i vi sn phm, thng hiu l rt cao. 3.5. M hnh nghin cu v cc gii thuyt Qua phn tch c s l thuyt, m hnh nghin cu c ngh nh sau (Hnh 1). Hnh 1. M hnh nghin cu ngh Trong , V bn ngoi ca ngn hng lin quan n cc yu t nh kin trc ta nh v bi u xe. S thun tin v thi gian dng ch biu thi gian m ngn hng phc v c to s thun tin cho khch hng khi giao dch hay khng. Thun tin v v tr l s b tr mng li (s lng, v tr) tr s chnh, cc chi nhnh m bo c tnh thun tin cho khch hng khi tin hnh giao dch. nh hng ca ngi thn l mc nh hng t thi ca nhng ngi c lin quan i vi vic chn la ngn hng ca ngi tiu dng. Nhn bit thng hiu l thnh phn u tin ca thi , cm xc, dng ch mc ngi tiu dng c th nhn bit thng hiu hay cc thnh phn thng hiu khi b tc ng bi cc

hot ng chiu th khc nhau. Thi i vi chiu th dng biu hin trng thi thchkhng thch, ho hng- khng ho hng i vi chng trnh chiu th ca mt sn phm, thng hiu. Nu thi i vi chiu th l tt th trc tin h s nhn bit s hin din ca sn phm, thng hiu , phn bit c n vi cc sn phm, thng hiu cnh tranh, v khi c nhu cu, kh nng chn la i vi sn phm, thng hiu l rt cao. Cc gi thuyt kz vng: H1 + : C mi tng quan dng gia V bn ngoi ca ngn hng vi Xu hng chn ngn hng ca khch hng c nhn. H2 + : C mi tng quan dng gia Thun tin v thi gian vi Xu hng chn ngn hng ca khch hng c nhn. H3 + : C mi tng quan dng gia Thun tin v v tr vi Xu hng chn ngn hng ca

khch hng c nhn. V bn ngoi nh hng ca ngi thn Thun tin v thi gian Nhn bit thng hiu Thun tin v v tr Xu hng chn NH Thi i vi chiu thH4 + : C mi tng quan dng gia yu t nh hng ca ngi thn vi Xu hng chn ngn hng ca khch hng c nhn. H5 + : C mi tng quan dng gia Nhn bit thng hiu vi Xu hng chn ngn hng ca khch hng c nhn. H6 + : C mi tng quan dng gia Thi i vi chiu th vi Xu hng chn ngn hng ca khch hng c nhn. 4. PHNG PHP NGHIN CU

Nghin cu c thc hin thng qua 2 giai on: Nghin cu s b v nghin cu chnh thc. (1) Nghin cu s b ch yu tp trung vo k thut phng vn su (in-depth interview) vi 8 ngi l cc nhn vin phng giao dch, phng dch v khch hng, trng phng marketing v ngi tiu dng s dng dch v ngn hng. Ni dung da vo thang o ca cc nghin cu trc, Yavas U. & ctg [14], Mokhlis S. [10], Nguyn & ctg [11], Nguyn [12]. Nghin cu s b dn ti b sung mt s pht biu nh: Bi u xe ca ngn hng an ton, Bn trong ngn hng trang b cc thit b hin i, Ngn hng c ng dy nng gii quyt cc s c ngoi gi (24/24), Ngn hng c b phn gii p thc mc trc tuyn Ngoi ra, mt s pht biu cng c hiu chnh nhm to s ph hp vi c trng ca h thng ngn hng ti Vit Nam. V d nh pht biu Ngn hng c lm vic vo ngy th By v Ngn hng c gi lm vic vo nhng ngy thng ph hp c gom thnh Gi lm vic ca ngn hng thun tin cho khch hng; Chi nhnh ngn hng t

 nhng ni thun tin v Ngn hng c tr s chnh t a im thun tin gom thnh V tr cc im giao dch ca ngn hng thun tin... Bng cu hi cui cng gm 34 bin c s dng cho nghin cu chnh thc. (2) Nghin cu chnh thc c thc hin thng qua phng php phng vn bng bng cu hi. Bng cu hi ny c gi trc tip n ngi tiu dng hoc c nh s dng cc dch v ngn hng, ang sinh sng ti Thnh ph Lt. 5. PHN TCH V THO LUN KT QU 5.1. M t mu Tng s bng cu hi pht ra l 450, s bng cu hi thu v l 359. Sau khi phn tch v kim tra, c 9 bng b loi. Do , c 350 bng cu hi c s dng trong ti ny (t l hi p 77%), m bo iu kin c mu l n = 5 x m, vi m = 34 (Hair & ctg, 2006, [7]). Trong , doanh nhn chim t l 7,1%, nh qun l 13,1%, nhn vin 15,1%, cng nhn 15,4%, sinh vin 20,6%, ngh t do 20,9%, nhng i tng cn li chim 7,7% trong mu kho st. i tng c kho st ch yu tp trung ti cc phng trung tm ca Tp. Lt gm cc phng 1, 2, 3, 4, 8 v 9. 5.2. Kim nh thango

Phn tch nhn t khm ph (Bng 1) vi phng php trch l Principal Axis Factoring v php xoay Promax cho 34 bin quan st. Kt qu c 11 bin b loi. Cc thang o ca 23 bin quan st cn li u t tin cy vi tiu chun Cronbachs Alpha> 0.6 (Hair & ctg, 2006 [7]), gi tr hi t vi bin quan st ti ln nhn t chung c factor loading< 0.4 s b loi (Hair & ctg, 2006 [7]), gi tr phn bit phi 0.3. Bng 1. Kt qu EFA ca cc bin Component Nhn t Items 1 2 3 4 5 6 7 AH_10 0.845 AH_11 0.757 AH_12 0.710 AH_09 0.672 VBN_19

0.754 VBN_21 0.703 VBN_20 0.696 VBN_22 0.605 XHC_32 0.832 XHC_33 0.784 XHC_34 0.655 XHC_31 0.491 CT_13 0.843 CT_14 0.797 CT_15 0.683 VITRI_24

0.837 VITRI_25 0.754 VITRI_23 0.667 NBTH_05 0.712 NBTH_04 0.575 NBTH_06 0.473 TG_27 0.664 TG_29 0.658 Eigenvalues 5.8540 2.4570 1.9010 1.4910 1.3990 1.2280 1.1230 Phng sai trch(%) 25.4540 10.6850 8.2650 6.4840 6.0820 5.3380 4.8830 Cronbach's Alpha 0.8347 0.7865 0.8106 0.8279 0.7930 0.6108 0.6184 5.3. Kim nh gi thuyt

H s tng quan ca cc bin c lp vi bin ph thuc t 0.406 n 0.614 ( mc ngha sig.< 5%), do , s b ta c th kt lun 6 bin c lp c th a vo m hnh gii thch cho bin ph thuc Xu hng chn ngn hng. Bng 2. Bng tm tt cc h s hi qui H s cha chun ha H s chun ha Collinearity Statistics H s Bin B Std. Error Beta t Sig. (p_value) Tolerance VIF (Constant) -2.065E-16 0.030 0.000 1.000 AH 0.177 0.038 0.179 4.726 0.000 0.756 1.323 VBN 0.166 0.041 0.164 4.067 0.000 0.668 1.497 CT 0.092 0.040 0.092 2.312 0.021 0.680 1.470

VITRI 0.248 0.042 0.246 5.936 0.000 0.633 1.579 NBTH 0.326 0.041 0.293 8.034 0.000 0.815 1.227 XL 0.224 0.047 0.201 4.720 0.000 0.596 1.679 Kt qu hi qui cho thy R 2 mu = 0.629, Adjusted R 2 mu = 0.623 l mc kh, iu ny cho thy m hnh hi qui tuyn tnh ny ph hp vi tp d liu mu mc 62,3%, tc l cc bin c lp gii thch c 62,3% bin thin ca bin ph thuc. H s phng i phng sai VIF ca cc bin l nh (ln nht l 1.679< 2) nn kh nng a cng tuyn khng cao. Kim nh Pearson cho thy khng c s tng quan gia phn d chun ha v cc bin c lp trong m hnh nghin cu, ni cch khc khng c hin tng phng sai sai s thay i. Xt th phn tn phn d chun ha, khng c hin tng tng quan chui bc nht, hay gia cc phn d khng c tng quan. Kt qu hi qui cho thy, c 6 bin c lp c nh hng n xu hng chn ngn hng (h s Sig.< 0.05). Cc bin l: Nhn bit thng hiu, Thun tin v v tr, X l s c (thay

cho nhn t Thun tin v thi gian), nh hng ca ngi thn, V bn ngoi, Thi i vi chiu th, theo th t quan trng gim dn c tc ng n Xu hng chn ngn hng. Trong , Nhn bit thng hiu c tc ng mnh nht n xu hng chn ngn hng (NBTH = 0. 293) l bin d on tt nht cho xu hng chn ngn hng. 5.4. Cc gi thuyt c ng h Cc bin c lp c > 0, tr thng k t> 1.96 (nh nht l 2.312) v Sig.< 0.05 (ln nht l 0.021) cho thy cc h s ny khc 0 ng k v tc ng ng bin ln xu hng chn ngn hng. Nh vy, cc gi thuyt H1, H2, H3, H4, H5 v H6 c chp nhn. Sau y l phn bnh lun chi tit cho tng yu t (tng gi thuyt): Yu t Nhn bit thng hiu: Nhn bit thng hiu ca ngi tiu dng c tng quan dng vi Xu hng chn ngn hng. Gi thuyt H5 c chp nhn l ph hp bi trong iu kin thc t, s xut hin ngy cng nhiu cc thng hiu ngn hng v phn ln ngi dn mi bt u lm quen vi cc sn phm ti chnh, cha c nhiu kinh nghim v

dch v ti chnh v nh cung cp th vic ngi tiu dng c da vo yu t Nhn bit thng hiu la chn ngn hng l iu hp l. Yu t Thun tin v v tr: S thun tin v v tr cc im giao dch ca ngn hng c tng quan dng vi Xu hng chn ngn hng ca ngi tiu dng. V tr, s lng chi nhnh, phng giao dch, quy ATM c b tr nhng a im ph hp khng ch to s thun tin trong giao dch cho khch hng m cn to uy tn v s tin cy vi khch hng v hnh nh ca mt ngn hng quy m, ln mnh (nhiu chi nhnh, phng giao dch, quy ATM). Kt qu l yu t Thun tin v v tr l tiu ch c khch hng xem xt khi la chn ngn hng. Yu t X l s c: X l s c c tng quan dng vi Xu hng chn ngn hng. Khng nm ngoi d on, nhng ngi c kho st la chn ngn hng cho mnh c da vo hnh thc x l s c ca ngn hng. Khch hng ngy cng bn rn vi cng vic, gia nh v cc mi quan h x hi, v vy, nu h c thc mc hay gp s c lin quan n dch v ngn hng m lun c p ng th s to n tng rt tt. Chnh cc hnh thc kt ni

t tn thi gian v cng sc i li (nh ng dy nng, gii p trc tuyn) s to cho khch hng cm gic c phc v mi lc (24/7/365), mi ni. Yu t nh hng ca ngi thn: nh hng ca ngi thn n d nh chn ngn hng ca ngi tiu dng c tng quan dng vi Xu hng chn ngn hng ca h. Nim tin vo s ng h ca ngi thn i vi d nh chn ngn hng ca ngi tiu dng l kh ln. Trong iu kin thng tin v dch v v ngn hng ch mang tnh b ni, i tr v ngi tiu dng cha c nhiu tri nghim v nh cung cp dch v, th vic ngi tiu dng da vo nim tin ch quan v s ng h ca ngi thn khi la chn ngn hng l c th chp nhn. Mi mt c nhn trc khi quyt nh vic g (mua sn phm, s dng dch v, chn ngn hng,), d c hi kin nhng ngi lin quan hay khng, th h u mun tin rng mi ngi s ng h vic h s lm. Chnh nim tin ny l cht xc tc cho hnh ng ca h. Yu t V bn ngoi: V bn ngoi ca ngn hng c tng quan dng vi Xu hng

chn ngn hng. Theo nhn thc ca khch hng, ngn hng l hnh nh ca mt kho tin nn kin trc phi b th, ngn hng cn l hnh nh ca s vn minh nn phi c cc trang thit b hin i. Thm vo , cc iu kin v an ton v rng ri ca bi u xe cng c khch hng quan tm v gy nh hng n tm l s dng dch v ngn hng. Yu t Thi i vi chiu th: Thi i vi chiu th c tng quan dng vi Xu hng chn ngn hng. Thc t l nhiu ngi tiu dng ch mi lm quen ch cha c nhiu kinh nghim v hiu bit v cc dch v ngn hng, v vy, nu chng trnh chiu th ca ngn hng no gip ngi tiu dng nhn bit c tin ch dch v ngn hng s gip tng kh nng la chn i vi ngn hng . 6. KT LUN Qua kt qu nghin cu trn a bn Tp. Lt, cc ngn hng mun tng s la chn ca khch hng i vi dch v ca ngn hng mnh nn lu { mt s vn sau: - Tc ng ca Nhn bit thng hiu n xu hng chn ngn hng l ln nht so vi cc yu t cn li. Do , cc ngn hng cn u tin u t cho cng tc xy dng thng hiu, c th l to lp c biu tng v hnh nh thng hiu n tng, khc bit Ngy nay,

thng hiu l ti sn v gi ca cc ngn hng. Ngn hng no c th to lp mt hnh nh thng hiu n tng, d nhn bit i vi khch hng, ngn hng ginh c li th cnh tranh. - S thun tin v v tr cc im giao dch cng l mt yu t m khch hng xem xt khi quyt nh chn ngn hng. V vy, cc ngn hng cn tin hnh r sot li ton b mng li giao dch trn a bn, c k hoch ti b tr v b tr mi cc im giao dch v tin hnh lin kt trong thanh ton gia cc ngn hng vi nhau, to s thun li tuyt i cho khch hng khi giao dch. - Bn cnh , yu t X l s c cng c nh hng n xu hng chn ngn hng. V vy, cc ngn hng nn u t cho h tng- cng ngh, hun luyn i ng nhn vin xy dng v trin khai h thng ng dy nng v gii p thc mc trc tuyn cho khch hng. Cc ngn hng cng cn ch n cht lng v tin cy ca h thng gii p thc mc trc tuyn. Trong qu trnh thc hin, c th tham kho m hnh ca cc ngn hng i trc.

- Ngoi ra, yu t nh hng ca ngi thn cng c tc ng n xu hng chn ngn hng. Nim tin vo s ng h ca ngi thn trong quyt nh chn ngn hng l c { ngha. V vy, cc ngn hng nn dnh s quan tm nht nh trong vic nghin cu tm l, thi , hnh vi ngi tiu dng, c bit l s tc ng ca ngi thn n d nh la chn dch v ti chnh ca ngi tiu dng nhm c cch thc tip cn khch hng ph hp hn. - ci thin yu t V bn ngoi, cc ngn hng cn dnh mt phn ngn sch xy dng, sa sang li bi u xe, ta nh ngn hng cng nh u t, nng cp h thng trang thit b, my mc ti ngn hng nhm to s thoi mi, tin ch cho khch hng khi n vi ngn hng. - Yu t cui cng v c tc ng thp nht n xu hng chn ngn hng l Thi i vi chiu th. Mc d vy, nu c kh nng, cc ngn hng cng nn u t cho cc chng trnh chiu th thu ht khch hng, c bit phi ch trng n tnh hp dn, thng xuyn ca khuyn mi v tnh c o ca cc chng trnh qung co. Nghin cu ny em li kt qu nht nh trong vic xc nh cc yu t nh hng n xu

hng chn ngn hng. Qua , phn no gip cc ngn hng hiu c thi , mong mun ca ngi tiu dng khi tm hiu la chn ngn hng cung cp dch v. Tuy nhin, phm vi nghin cu ch gii hn ti cc phng trung tm ca Tp. Lt v d liu c thu thp theo phng php ly mu thun tin, nn th trng kh ng nht, mu cha mang tnh i din cao. Kt qu nghin cu s mang tnh khi qut hn nu c iu kin kho st trn din rng vi phm vi ton quc. Cc yu t a vo m hnh nghin cu l chung cho c 2 i tng kho st c hoc cha s dng dch v, v vy nhng yu t ny cha tht s to nn kh nng thu ht cao i vi nhm khch hng c s dng dch v ngn hng. Nu thc hin cc nghin cu su hn v xu hng la chn ngn hng i v i 2 nhm khch hng ny s cho kt qu y hn. Ti liu tham kho: [1] Aaker D.A., 1996. Building Strong Brands. NewYork: The Free Press [2] AMA- American Marketing Association, 1960. Marketing Definitions: A Glossary of Marketing Terms. American Marketing Association, Chicago [3] Belch E., 1997. Advertising and promotion: An integrated marketing comunication perspective.

American Marketing Association, p. 237 [4] Bennett D. B., 1989. Dictionary of Marketing Terms. American Marketing Association, p. 40 [5] Engel J., Kollatt D. and Blackewll R., 1978. Consumer behaviour. Dryden Press
[6] Fishbein A. and Ajzen I., 1975. Belief, attitude, intention, and behavior: A introduction to

theory and rerearch. Reading, MA: Addison-Wesley [7] Hair J., Black W., Barbin B., Anderson R. and Tatham R., 2006. Multivaiate Data Analysis. Prentical- Hall [8] Kapferer J., 1992. Stragegic Brand Management. Kogan Page, London [9] Le Hoang Nga. 2009. Pht trin dch v ngn hng bn l giai on 2010-2015. y ban chng khon Nh nc [10] Mokhlis S., 2008. Determinants of Choice Criteria in Malaysias Retail Banking: An Analysis of Gender-Based Choice Decisions. International Review of Business Research Papers, 4(5), p.258270 [11] Nguyen Dinh Tho v Nguyen Thi Mai Trang, 2002. Cc thnh phn ca gi tr thng hiu v o lng chng trn th trng hng tiu dng Vit Nam. Trng i hc Kinh t Tp. HCM [12] Nguyen Xuan Bao Son, 2006. Nghin cu cc yu t nh hng n xu hng chn mua cc thng hiu xe tay ga ti Tp. Nha Trang- Khnh Ha. Lun vn thc s QTKD, trng H Nha

Trang [13] Trinh Quoc Trung, 2009. Marketing ngn hng. NXB Thng K [14] Yavas U., Babakus E. and Ashill J. N. What do Consumers Look for in a Bank? An Empirical Study DETERMINANTS OF TENDENCY TO CHOOSING BANKS. Pham Thi Tam, Pham Ngoc Thuy University of Technology, VNU-HCM ABSTRACT: This research aims at identifying factors affecting the tendency to choosing banks. A survey was conducted on 350 individuas clients in DaLat city, VietNam. The results show that Brands awareness has the most positive impact on tendency to choosing banks, then Convenient position, Troubleshooting, Influence of relatives, External appearance and Attitudes toward promotion. Belong these results, some suggestions to retain old customers and attract potiential customers have been dicussed.