Danh Gia Muc Do Hai Long Cua Khach Hang Su Dung Dich Vu The Atm Dong A Can Tho 5072

TRNG I HC CN TH
KHOA KINH T & QUN TR KINH DOANH
LUN VN TT NGHIP
NH GI MC HI LNG CA
KHCH HNG S DNG DCH V TH
ATM TI NGN HNG NG CN TH
Gio vin hng dn:
Sinh vin thc hin:
TS. MAI VN NAM
L THANH DNG
M s SV : 4054071
Lp: KTNN 1 K31
Thng 05/2009
LI CM T
Trc ht em xin chn thnh cm n Ngn hng ng chi nhnh Cn
Th c bit l Ban lnh o ngn hng to iu kin cho em vo thc tp v
nhit tnh gip em trong thi gian thc tp em hon thnh lun vn tt
nghip ny.
Em xin chn thnh cm n s ging dy qua bn nm hc ca qu thy c
trng i hc Cn Th, c bit l thy c khoa Kinh t - Qun tr kinh doanh.
Em xin cm n Thy Mai Vn Nam trc tip hng dn khoa hc ca lun
vn, gip em tip cn thc tin, pht hin ti v tn tnh hng dn em
hon thnh lun vn ny.
Trong qu trnh thc tp, do thi gian c hn nn nghin cu cha su, mt
khc kin thc cn hn ch, ch yu l l thuyt cng nh kinh nghim thc t
cha c nn khng trnh khi nhng sai st. Do , bi lun vn c hon
chnh hn, knh mong nhn c nhng kin ng gp chn tnh ca gio vin
hng dn cng nh Ban lnh o ngn hng.
Sau cng, em knh chc qu thy c trng i hc Cn Th, cc c ch,
anh ch Ngn hng ng chi nhnh Cn Th c nhiu sc khe, hnh
phc v thnh cng trong cuc sng
Xin chn thnh cm n!
Ngy thng 5 nm 2009
Sinh vin thc hin
L Thanh Dng
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 thng 5 nm 2009
Sinh vin thc hin
L Thanh Dng
ii
NHN XT C QUAN THC TP
Ngy . thng 5 nm 2009

Th trng n v
iii
NHN XT CA GIO VIN HNG DN

H v tn Gio vin Hng dn : Mai Vn Nam
Hc v
: Tin s
Chuyn ngnh
: Kinh t pht trin
C quan cng tc
: Trng i Hc Cn Th.
MSSV
: 4054071
Chuyn ngnh
: KTNN
Tn ti: nh gi mc hi lng khch hng s dng dch v th ATM

ti Ngn hng ng Cn Th
NI DUNG NHN XT
1. Tnh ph hp ca ti vi chuyn ngnh o to
2. Hnh thc
3. ngha khoa hc, thc tin, tnh cp thit ca ti
4. tin cy ca s liu, tnh hin i ca lun vn
5. Ni dung v kt qu t c
6. Cc nhn xt khc
7. Kt lun
Cn Th, ngy . thng 5 nm 2009

Gio vin hng dn
iv
NHN XT CA GIO VIN PHN BIN
Ngy . thng 5 nm 2009

Gio vin phn bin
MC LC
Trang
CHNG 1 ....................................................................................................1
GII THIU ..................................................................................................1
1.1. T VN NGHIN CU................................................................1
1.1.1. S cn thit nghin cu .....................................................................1
1.1.2. Cn c khoa hc v 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. CC GI THUYT CN KIM NH V CU HI NGHIN CU
.........................................................................................................................3
1.3.1. Cc gi thuyt cn kim nh ............................................................3
1.3.2. Cu hi nghin cu ...........................................................................3
1.4. CU HI NGHIN CU.......................................................................4
1.4.1. Khng gian........................................................................................4
1.4.2. Thi gian...........................................................................................4
1.4.3. i tng nghin cu........................................................................4
1.5. LC KHO TI LIU .......................................................................4
CHNG 2 ....................................................................................................5
PHNG PHP LUN V PHNG PHP NGHIN CU ..................5
2.1. PHNG PHP LUN .........................................................................5
2.1.1. Tng quan v th thanh ton..............................................................5
2.1.1.1. Mt s khi nim v th thanh ton .............................................5
2.1.1.2. Phn loi th ................................................................................5
2.1.1.3. Tin ch khi s dng th ..............................................................5
2.1.1.4. Quy trnh pht hnh, thanh ton bng th ATM ...........................8
2.1.1.5. Khi nim v th ATM v dch v rt tin t ng ATM ti ngn
hng TMCP ng ........................................................................................8
2.1.2. Hnh vi ngi tiu dng....................................................................9
2.1.3. M hnh ch s hi lng ca khch hng..........................................10
vi
2.1.3.1. Xy dng m hnh........................................................................10

2.1.3.2. Phng php o lng cc ch s hi lng....................................14
2.1.4. ng dng cc ch s hi lng ca khch hng trong hoch nh chin
lc................................................................................................................15
2.1.5. S tha mn ca khch hng ...........................................................16
2.1.6. Cht v lng dch v .....................................................................16
2.1.7. M hnh khong cch cht lng dch v ca Parasuraman .............17
2.2. PHNG PHP NGHIN CU .........................................................19
2.2.1. Quy trnh nghin cu.......................................................................19
2.2.2. Phng php chn vng nghin cu................................................19
2.2.3. Phng php thu thp s liu ..........................................................19
2.2.4. Phng php phn tch s liu.........................................................20
CHNG 3 ..................................................................................................22
KHI QUT V CHI NHNH NGN HNG TMCP NG CAN TH
.......................................................................................................................22
3.1. KHI QUT V V TR A L, TNH HNH KINH T - X HI
THNH PH CN TH ............................................................................22
3.1.1. V tr a l......................................................................................22
3.1.2. Tnh hnh kinh t x hi ..................................................................22
3.2. GII THIU KHI QUT V NH TMCP NG ........................23
3.3. QU TRNH HNH THNH V PHT TRIN CA NGN HNG
TMCP NG CHI NHNH CN TH ................................................26
3.4. C CU T CHC..............................................................................27
3.5. CHC NNG CC B PHN ............................................................28
3.6. GII THIU V TH A NNG NG .......................................29
3.7. KHI QUT V HOT NG KINH DOANH CA NGN HNG
QUA 3 NM (2006 -2008)............................................................................33
3.7. THC TRNG KINH DOANH DCH V TH ATM CA NGN
HNG NG CN TH ........................................................................34
3.7.1. S lng th ATM pht hnh ..........................................................34
3.7.2. S lng my ATM v im POS ...................................................36
3.7.3. Doanh s pht sinh trn ti khon th ..............................................37
vii
3.8. NHNG THUN LI V KH KHN CA CHI NHNH NGN

HNG TMCP NG CN TH............................................................38
3.8.1. Thun li.........................................................................................38
3.8.2. Kh khn.........................................................................................39
3.9. NH HNG PHT TRIN .............................................................40
CHNG 4 ..................................................................................................41
PHN TCH CC NHN T NH HNG ...........................................41
4.1. NH GI V MC HI LNG CA KHCH HNG V DCH
V TH ATM CA NGN HNG NG CHI NHNH CN TH.41
4.1.1. Tng quan v c im khch hng.................................................42
4.1.2. Hnh vi va khch hng khi s dng dch v th ATM ...................43
4.1.2.1. M t khch hng s dng dch v th ATM ti TP. Cn Th....43
4.1.2.2. Mc ch khch hng khi s dng th........................................46
4.1.2.3. Ngun thng tin m khch hng bit n th ATM....................47
4.1.2.4. Nhng tiu ch m khch hng quan tm nht khi quyt nh s
dng th ATM................................................................................................47
4.1.2.5. S ln s dng dch v th ATM ca khch hng ......................48
4.1.2.6. Thi gian s dng dch v th ATM ca khch hng .................48
4.1.2.7. a im s dng dch v th ATM ca khch hng..................49
4.1.3. nh gi v cht lng dch v th ATM........................................49
4.1.4. Nhn t nh hng n cht lng dch v th ATM ......................54
4.1.5. Kim nh mi quan h gia s hi lng vi yu t cht lng ca dch
v th ATM....................................................................................................57
4.1.6. nh gi s hi lng ca khch hng...............................................59
4.1.6.1. Mong i ca khch hng.........................................................59
4.1.6.2. Mc hi lng ca khch hng ..............................................60
4.1.6.3. Xu hng trong tng lai ca khch hng ................................63
CHNG 5 ..................................................................................................67
MT S BIN PHP NNG CAO HIU QU DCH V TH ATM TI
NGN HNG TMCP NG CN TH ...............................................67
5.1. Tn ti v nguyn nhn ...........................................................................67
5.2. kin ng gp ca khch hng .............................................................68
viii
5.3. Gii php nng cao s hi lng ca khch hng s dng dch v th ATM ti
ngn hng ng Cn Th ...........................................................................69
5.3.1. Gii php v k thut cng ngh .....................................................69
5.3.2. Gii php v nng cao nng lc qun l v pht trin ngun nl .......69
5.3.3. Gii php m rng mng li c s chp nhn th ..........................69
5.3.4. Gii php hn ch ri ro trong thanh ton th ..................................70
5.3.5. Gii php v nng cao cht lng dch v v hot ng marketing cho
dch v th......................................................................................................70
CHNG 6 ..................................................................................................72
KT LUN V KIN NGH ......................................................................72
6.1. Kt lun...................................................................................................72
6.2. Kin ngh.................................................................................................73
6.2.1. i vi chnh ph, Ngn hng nh nc Vit Nam .........................73
6.2.2. i vi ngn hng ng ..............................................................73
6.2.3. i vi ngn hng ng chi nhnh Cn Th ...............................74
TI LIU THAM KHO............................................................................76
PH LC .....................................................................................................77
ix
DANH MC BNG
Trang
Bng 1: Kt qu hot ng kinh doanh ca Ngn hng ng Cn Th qua 3
nm 2006 2008............................................................................................33
Bng 2: S lng th pht hnh ti NH ng Cn Th qua 3 nm .............34
Bng 3: S lng my ATM v im POS ca NH qua 3 nm .......................36
Bng 4: Doanh s pht sinh trn ti khon th qua 3 nm...............................37
Bng 5: Tng quan v c im ca khch hng ............................................42
Bng 6: Th ATM ca nhng NH ang c s dng....................................43
Bng 7: Th ATM ca nhng NH giao dch thng xuyn nht .....................44
Bng 8: n tng u tin ca khch hng v ATM ......................................45
Bng 9: Mc ch s dng th ATM ca khch hng .....................................46
Bng 10: Phng tin tm hiu ca khch hng ..............................................47
Bng 11: Mc s dng th ATM ca khch hng ......................................48
Bng 12: Thi gian s dng th ATM ca khch hng ...................................48
Bng 13: a im s dng dch v th ATM ...............................................49
Bng 14: Phn tch mc ngha v s cm nhn yu t tin cy ......................50
Bng 15: Phn tch mc ngha v s cm nhn yu t p ng....................51
Bng 16: Phn tch mc ngha v s cm nhn yu t nng lc phc v......52
Bng 17: Phn tch mc ngha v s cm nhn yu t ng cm .................53
Bng 18: Phn tch mc ngha v s cm nhn yu t hu hnh...................54
Bng 19: Kt qu m hnh logistic v cc yu t nh hng n cht lng dch
v th ca Ngn hng .....................................................................................55
Bng 20: Kt qu m hnh logistic v cc yu t nh hng n s hi lng ca
khch hng .....................................................................................................57
Bng 21: Mc hi lng ca khch hng i vi cc yu t trong thang o cht
lng dch v .................................................................................................61
Bng 22: Tng kt im trung bnh v s hi lng .........................................62
Bng 23: kin khch hng v cung cp dch v............................................63
Bng 24: nh gi lng trung thnh ca khch hng i vi th ATM...........64
Bng 25: kin ca khch hng v vic m th ATM ...................................65
x
DANH MC BNG
Trang
Bng 26: kin ng gp ca khch hng v pht trin dch v th ATM Ngn
hng ng Cn Th ...................................................................................68
xi
DANH MC HNH
Trang
Hnh 1: Quy trnh thanh ton th ......................................................................7
Hnh 2: M hnh 5 giai on mua hng ha hay dch v .................................10
Hnh 3: M hnh ch s hi lng khch hng ca M......................................10
Hnh 4: M hnh ch s hi lng khch hng ca cc quc gia EU..................11
Hnh 5: M hnh l thuyt v ch s hi lng khch hng ca cc ngn hng...12
Hnh 6: M hnh HCL ly mc tiu tha mn KH lm trung tm.................15
Hnh 7: M hnh cht lng dch v (Parasuraman, 1988)..............................17
Hnh 8: Quy trnh thc hin nghin cu .........................................................19
Hnh 9: S t chc NH ng Cn Th ..................................................27
Hnh 10: Kt qu hot ng kinh doanh ca NH qua 3 nm ...........................33
Hnh 11: S lng th pht hnh ti Ngn hng ng ................................35
xii
DANH MC K T VIT TT
Ting Vit
NH
: Ngn hng
TMCP
: Thng mi c phn
TTKDTM
: Thanh ton khng dng tin mt
KH
: Khch hng
DAB
: Ngn hng ng
TP
: Thnh ph
VT
: n v tnh
VNBC
: Vit Nam bank card
PGD
: Phng giao dch
NV
: Nhn vin
HL
: Hi lng
TB
: Trung bnh
DV
: Dch v
CLDV
: Cht lng dch v
Ting Anh
ACSI
: American Customer Satisfaction Index
ECSI
: European Customer Satisfaction Index
CSI
: Customer Satisfaction Index
xiii
TM LC
Vic lm khch hng hi lng tr thnh mt ti sn quan trng i vi
cc doanh nghip, t nng cao nng lc cnh tranh ca doanh nghip.
Thc t kinh doanh cho thy, mt doanh nghip nu gia tng c 5% khch
hng trung thnh nh s hi lng ca h v sn phm, dch v, th li nhun s
tng ln c khong 25% n 85% 1
ti tp trung nghin cu xc nh cc c tnh khch hng, nhn thc ca
h i vi dch v th ATM, cc yu t tc ng, v xu hng nhu cu s dng
dch v th ATM. Thng qua kt qu kho st 110 khch hng trn a bn
Thnh ph Cn Th.
Trong ti, m hnh nghin cu c thc hin da trn nm yu t (s
tin cy, s p ng, nng lc phc v, s ng cm, yu t hu hnh) c nh
gi bng m hnh cht lng dch v ca Parasuraman (1988). Cc yu t tc
ng ln hnh vi v xu hng s dng dch v th ATM. Tin hnh nghin cu
trn tng th ngi dn sng v lm vic trn a bn Thnh ph Cn Th s
dng dch v th ATM. Phng vn trc tip bng bng cu hi. Thng tin thu
c dng cc k thut: tn s, mean, Sig.Ftrong SPSS x l. ng thi,
ti cn s dng m hnh Binary Logistic c lng cc yu t nh hng n
cht lng dch v th ATM.
Sau khi x l, c kt qu sau: Cm nhn ca khch hng khi s dng dch
v, nhng nguyn nhn nh hng n vic s dng dch v, cc nh gi ca
khch hng v cht lng, cc tiu ch tha mn khch hng khi s dng dch
v, c im nhn khu c nh hng nh th no n cm nhn v xu hng
ca khch hng. T kt qu trn ti nghin cu xut mt s gii php
nng cao mc hi lng ca khch hng khi s dng dch v th ATM.
L Vn Huy (2007), S dng ch s hi lng ca khch hng trong hoch nh chin lc kinh doanh
ngn hng: cch tip cn m hnh l thuyt, S 2 (19)-2007, Tp ch khoa hc v cng ngh, i hc
Nng.
xiv
nh gi mc hi lng ca khch hng s dng dch v th ATM ng Cn Th
CHNG 1
GII THIU
1.1. T VN NGHIN CU
1.1.1. S cn thit nghin cu
Cng vi s ra i ca nn kinh t th gii, cc quan h mua bn trao i
hng ha dch v tng bc pht trin c v s lng v cht lng. Do ,
i hi phi c nhng phng tin thanh ton mi m bo tnh an ton, nhanh
chng, hiu qu. ng thi th k XXI ny y ni m khoa hc cng ngh c
nhng bc tin vt bc, c bit l cng ngh thng tin. Kt hp nhng iu
ny, cc ngn hng thng mi a ra mt loi hnh dch v thanh ton mi,
l th ngn hng.
Ngy nay, hot ng ca cc dch v ti chnh ngn hng khng ngng pht
trin, c bit l loi hnh dch v th ATM. S pht trin c th thy c
trn nhiu phng din: t s ra i cc dch v mi ti s ci tin a dng cc
dch v c. Vic pht trin dch v th ATM khng ch em li li ch cho chnh
ngn hng m cn em li li ch cho ton b nn kinh t. Bn cnh vic chy
ua trong vic cung cp dch v ngn hng, cc ngn hng thng mi Vit Nam
cng tm cch cung cp dch v sao cho t cht lng v sao cho khch hng
tha mn v cht lng dch v. T nhng thc t , vic nh gi cht lng
dch v, nghin cu s tha mn ca khch hng v cht lng dch v l vic
lm rt c ngha nhm nng cao cht lng dch v trong thi gian ti.
Ngn hng ng l mt trong nhng ngn hng c phn pht trin hng
u ca Vit Nam, c bit l ngn hng i u trong vic trin khai cc dch v
ngn hng hin i. Vi mng li rng khp v c n hn 900 my giao dch
t ng ATM v gn 1500 im chp nhn thanh ton bng th - POS. Ngn
hng l s la chn hng u cho khch hng cng nh nhng ngi mun
nghin cu v pht trin dch v th Vit Nam.
Nhn thc c tm quan trng ca vic nghin cu, cng vi thi gian
thc tp ti Ngn hng ng Cn Th, em quyt nh chn ti nh
gi mc hi lng ca khch hng s dng dch v th ATM ti Ngn
hng ng Cn Th lm lun vn tt nghip ca mnh.
GVHD: TS. Mai Vn Nam
Trang 1
1.1.2. Cn c khoa hc v thc tin

Vic Vit Nam tr thnh thnh vin th 150 ca t chc thng mi th
gii (WTO) m ra c hi ln cho tt c cc ngnh ngh, mt th trng rng ln,
cnh tranh bnh ng vi cc thnh vin. Trong bi cnh h thng ngn hng
Vit Nam cn c nhng chuyn bin mi vi cc loi hnh kinh doanh phong
ph. c bit l cc loi hnh dch v ti chnh cn c m rng v pht trin
hin i hn. S ra i ca cc dch v th gip cho ngui dn trong x hi
thay i cch thc chi tiu, giao dch thanh ton ca mnh ph hp vi vic cng
nghip ho, hin i ha t nuc hin nay v cng t n to mi quan h
thn thit gia ngi dn v ngn hng.
X hi ngy cng pht trin, cuc sng ca ngi dn ngy cng c nng
cao, v vy nhu cu ca ngi tiu dng i vi nhng sn phm m h la chn
cng cao hn. H i hi s cht lng, s tin li, nhanh chng khi s dng
nhng sn phm ni chung v nhng sn phm ca ngnh ti chnh ni ring.
Dch v th ca ngn hng p ng c mong mun v n cng ph hp
vi xu hng pht trin ca thi i - l vic p dng khoa hc cng ngh tin
tin phc v cuc sng. Chng ta ang hng ti vic s dng th v cc dch
v thanh ton nhiu hn, thay v ch dng th rt tin mt nh trc. Do ,
em ngh vic nghin cu ti v dch v th l ph hp trong giai on hin
nay.
Ngoi ra, nhng nm gn y Chnh ph khng ngng to dng v cng
c c s php l cho hot ng cc dch v ngn hng. C th l Quyt nh s
20/2007/Q-NHNN v Quy ch pht hnh, thanh ton, s dng v cung cp dch
v h tr hot ng th Ngn hng, 20/2007/CT-TTg v tr lng qua ti khon
cho cc i tng hng lng t ngn sch nh nc, Quyt nh
291/2006/Q-TTg v n TTKDTM giai on 2006 - 2010 v nh hng
n nm 2020, Ngh nh s 161/2006/N-CP Quy nh v hn mc thanh ton
bng tin mt Nhng quy nh ny to iu kin cho cc t chc cung ng
dch v thanh ton thc hin vic cung cp cc dch v thanh ton cho cng
chng c nhanh chng, an ton v thun tin.
Trang 2
1.2. MC TIU NGHIN CU

1.2.1. Mc tiu chung
Phn tch, nh gi mc hi lng ca khch hng khi s dng dch v th
ATM Ngn hng ng Cn Th. Qua thy c im mnh v im yu
v sn phm th ATM ca Ngn hng trn th trng hin nay. T a ra cc
gii php nhm nng cao hiu qu hot ng cho dch v th ATM ca ngn
hng.
1.2.2. Mc tiu c th
(1) nh gi thc trng kinh doanh dch v th ATM ti ngn hng ng
chi nhnh Cn Th.
(2) nh gi mc hi lng ca khch hng khi s dng dch v th ATM
Ngn hng ng Cn Th thng qua s cm nhn ca khch hng.
(3) Xc nh cc nhn t nh hng n s hi lng ca khch hng khi s
dng dch v th ATM.
(4) xut mt s gii php nhm nng cao cht lng dch v th.
1.3. CC GI THUYT CN KIM NH V CU HI NGHIN CU
1.3.1. Cc gi thuyt cn kim nh
Gi nh rng dch v th ATM ca ngn hng ng chi nhnh Cn th
ang pht trin tt.
Gi nh rng mc hi lng ca khch hng khi s dng dch v th
ATM ca ngn hng ng chi nhnh Cn Th l cao.
1.3.2. Cu hi nghin cu
- Ngn hng ng ang kinh doanh nhng loi th thanh ton no ?
- Tnh hnh kinh doanh nhng loi th hot ng ra sao ?
- Mc tha mn ca khch hng i vi cht lng dch v th ATM
ng Cn Th.
- Cc nhn t nh hng nh ngun thng tin ATM ca Ngn hng n vi
khch hng, mong mun ca khch hng khi chn m th, chi ph m th v
khong thi gian lm th, kh nng chuyn tin, thanh ton, mc li sut, hn
mc giao dch, thi phc v ca nhn vin ngn hng... n hot ng th
thanh ton t vic phng vn khch hng ?
Trang 3
- Ngn hng cn phi ci thin nhng im no Ngn hng p ng ngy

mt tt hn nhng nhu cu a dng ca khch hng ?
1.4. PHM VI NGHIN CU
1.4.1. Khng gian
ti c thc hin ti Ngn hng TMCP ng Chi nhnh Cn Th.
Phm vi nghin cu ca ti trong th trng dch v ti a bn thnh ph Cn
Th.
1.4.2. Thi gian
S liu s dng phn tch l kt qu hot ng kinh doanh dch v th ca
ngn hng qua 3 nm (2006 - 2008).
ti c thc hin t 02/02/2009 n 05/2009.
1.4.3. i tng nghin cu
- Tnh hnh th trng dch v, hot ng kinh doanh dch v th ATM ca
Ngn hng ng chi nhnh Cn Th.
- S liu phng vn t nhm khch hng c nhn nhng ngi dn ang
sng v lm vic ti Thnh ph Cn Th tng s dng dch v th ATM Ngn
hng ng .
1.5. LC KHO TI LIU
- V Hng Phng (2008). nh gi cht lng ca sn phm du lch sinh
thi Cn Th v cc gii php pht trin du lch sinh thi Cn Th. Bi lun vn
s dng m hnh cht lng dch v Parasuraman (1991) o lng cht lng
c cm nhn ca du khch trong v ngoi nc trn a bn Cn Th, qua
nh gi s tha mn ca khch hng ny.
- Nguyn Th Phng Trm (2008). Cht lng dch v ngn hng in t:
So snh gia m hnh Servqual v Gronroos. Trong bi cp n vic xy
dng m hnh nghin cu mi quan h gia cht lng dch v ngn hng in t
v s tha mn ca khch hng theo hai m hnh cht lng dch v
SERVQUAL v m hnh cht lng k thut/ cht lng chc nng.
- Hong Xun Bch Loan (2008). Nng cao s hi lng ca khch hng ti
Ngn hng u t v pht trin Vit Nam. ti nghin cu xc nh cc yu
t tc ng n mc hi lng ca khch hng, nh gi mt cch khch quan
nhu cu khch hng cng nh cht lng dch v khch hng. Qua , ngn hng
Trang 4
s c nhng ci thin thch hp nhm nng cao hiu qu hot ng ca ngn

hng v gip cho khch hng lun cm thy hi lng mi khi tm n Ngn hng.
- o Th Lan Hng (thng 7/2006). Pht trin sn phm dch v ca cc
Ngn hng thng mi Vit Nam trong xu th hi nhp, bo Tp ch khoa hc
v o to ngn hng (s 50). Bi bo c ci nhn v vai tr cn thit v sn
phm dch v ca ngn hng, hiu qu ca hot ng th ATM v a ra mt s
gii php pht trin, chin lc marketing thch hp.
Trang 5
CHNG 2
PHNG PHP LUN V PHNG PHP NGHIN CU

2.1. PHNG PHP LUN
2.1.1. Tng quan v th thanh ton
2.1.1.1. Mt s khi nim c bn v th thanh ton
Th thanh ton l mt phng tin thanh ton khng dng tin mt m
ngi ch th c th s dng rt tin mt hoc thanh ton tin mua hng ho,
dch v ti cc im chp nhn thanh ton bng th.
2.1.1.2. Phn loi th
Hin nay trn th trng thanh ton trong nc c cc loi th sau:
- Th ghi n (Debit card)
i vi loi th ny ngi s dng khng phi k gi tin vo ti khon ti
ngn hng nhm m bo thanh ton th. Hn mc ca th ghi n l s d trn
ti khon tin gi ca ch s hu th ti ngn hng. Th ghi n thng p dng
cho nhng khch hng c quan h giao dch thng xuyn.
- Th tn dng (Credit Card)
L loi th m ngn hng cho khch hng vay tin s dng trn ti khon
th. Hn mc ca th cng chnh l hn mc tn dng m ngn hng cho khch
hng vay. Th tn dng p dng i vi khch hng c iu kin vay tin ca
mt ngn hng.
- Th k qu
Loi th c p dng cho tt c khch hng c tin k qu vo ti khon.
Hn mc ca th chnh l s tin m khch hng k gi vo ti khon s dng
cho th ca mnh.
2.1.1.3. Tin ch khi s dng th
i vi ngn hng pht hnh
To ngun thu u n cho ngn hng pht hnh bi khon l ph hng nm
m ch th phi np cho ngn hng.
Vic ch th np tin vo ti khon s dng th. To iu kin cho ngn
hng huy ng c ngun vn t tin gi khng k hn ca khch hng. Ngoi
Trang 6
ra, vic t cc my giao dch ATM hay lin h vi cc c s chp nhn th,
cng gp phn m rng a bn hot ng cho ngn hng.
i vi ch th
Khi s dng th, ch th c ngn hng cung cp mt dch v thanh ton
c bo mt cao, tin dng ln. Ngoi ra, khi khch hng c s d trn ti
khon, nu khch hng khng s dng, s d ny s c hng mc li sut
tin gi khng k hn.
Vic dng th tn dng hoc th thanh ton m bo kh nng chi tiu a
ngoi t, khng l thuc vo ngoi t ca nc no.
i vi ngn hng thanh ton
Vi cc loi ph nh: chit khu thng mi, ph rt tin mt, ph i l
thanh ton, ngn hng thanh ton s c c mt khon thu tng i n nh.
Trong quy trnh thanh ton th, cc c s pht hnh thng m ti khon ti cc
ngn hng thanh ton cho tin vic thanh ton. iu ny lm tng lng tin gi
v ngun huy ng cho ngn hng thanh ton.
i vi c s chp nhn thanh ton
Vi vic c cp tn dng trc cho khch hng, ngn hng gip khch
hng chi tiu vt qu kh nng ca mnh, y l mt sc y i vi sc mua
ca khch hng v chnh iu ny s lm cho lng tiu th hng ha dch v ca
c s chp nhn th tng cao.
Khi chp nhn th thanh ton, ngi bn hng c kh nng gim thiu cc
chi ph v qun l tin mt nh bo qun, kim m, np vo ti khon ca ngn
hng, hng cc u i ca ngn hng v tn dng, dch v thanh ton
2.1.1.4. Quy trnh pht hnh, thanh ton bng th ATM
Quy trnh pht hnh thanh ton th c thc hin c th nh sau:
Ch s hu th
(2)
(3)
(4)
(1)
CS tip nhn th
(5)
NH pht hnh th
(7)
(8)
(6)
NH i l th
Hnh 1: Quy trnh thanh ton th

Trang 7
(1) Khch hng lp giy ngh pht hnh th thanh ton gi n Ngn
hng.
(2) Khi ngn hng ng , ngn hng pht hnh th lm th tc cp th cho
khch hng s dng v hng dn khch hng cch thc s dng th.
(3) Ch th xut trnh th cho ngi tip nhn khi mua hng ha, dch v.
Ngi tip nhn th a vo my thanh ton th, my t ng ghi s tin thanh
ton v in bin lai thanh ton.
(4) Ngi tip nhn th tr li th a bin lai thanh ton cho ch th.
(5) Ngi tip nhn th lp bng k bin lai thanh ton v np vo ngn hng
i l thanh ton.
(6) Khi ngn hng i l nhn c bin lai thanh ton km theo bng k bin
lai thanh ton, ngn hng i l thanh ton th c trch nhim thanh ton ngay
cho ngi tip nhn th thanh ton.
(7) Ngn hng i l th chuyn ha n v chng t thanh ton yu cu
ngn hng pht hnh thanh ton tin li.
(8) Ngn hng pht hnh th thanh ton cho ngn hng i l thanh ton.
2.1.1.5. Khi nim th ATM v dch v rt tin t ng ATM ti Ngn
hng TMCP ng .
Th ATM: l cng c thanh ton do ngn hng cp cho khch hng s dng
rt tin mt v thc hin hin mt s dch v khc ti cc my rt tin t
ng.
Ch th: l c nhn yu cu cp th v c ngn hng ng cp th
s dng, trong bao gm ch th chnh v ch th ph. Ch th c tn c in
trn th.
Ch th chnh: l ch ti khon th v l ngui ng tn trn giy ng k
s dng th.
Ch th ph: l ngui c cp th theo yu cu ca ch th chnh v c
s dng tin trong ti khon ca ch th chnh cho php. Ch th ph chu trch
nhim v vic s dng th vi ch th chnh.
Ti khon th: l ti khon ca ch th chnh c m ti ngn hng vi
mc ch gi tin, rt tin v thc hin cc giao dch thanh ton. Ti khon ny
do ngn hng qun l.
Trang 8
i l chp nhn th (POS): l cc t chc hoc c nhn c k hp ng

vi ngn hng chp nhn ng tin mt hoc chp nhn thanh ton hng ha, dch
v bng th.
My giao dch t ng (ATM): l thit b c lp t bi ngn hng hoc
cc t chc khc c tham gia cng h thng kt ni vi ngn hng phc v
ch th trong cc giao dch rt tin mt hoc mt s giao dch khc c cp trn
ATM.
M s xc nh ch th (PIN): l m s mt c nhn do ch th chn v
thay i sau khi nhn m s mt do h thng phn mm ngn hng khi to ln
u cho mi th s dng trn ATM hoc trn cc thit b c th khc.
Ph dch v lin quan n th v ti khon th: l cc ph m ch th thanh
ton cho ngn hng khi s dng th v thc hin cc giao dch th. Mc ph, loi
ph s do ngn hng quy nh theo tng thi im.
ng tin giao dch: ng tin thc hin giao dch th l ng Vit
Nam. Trng hp c khon bo c bng ngoi t vo ti khon th ca ch th,
ngn hng s t ng i sang ng Vit Nam theo t gi do ngn hng ban hnh
ti thi im bo c.
Li sut: S d c trong ti khon th s c tn li theo li sut quy nh
ca ngn hng ty tng thi im. Tin li c nhp vo vn theo nh k hng
thng.
Ph dch v: Cn c vo dch v m ch th ng k v s dng, ngn
hng c quyn thu ph theo biu ph dch v ca ngn hng ty tng thi im.
Ph thung nin c thu da trn thi hn c hiu lc ca th.
H thng VNBC: l h thng cho php th ca cc ngn hng thnh vin
c php thc hin cc giao dch trn tt c ATM v POS ca cc ngn hng
trong khi lin kt nhm to iu kin thun li phc v khch hng.
2.1.2. Hnh vi ngi tiu dng
Nghin cu hnh vi ngi tiu dng l trng tm ca nghin cu tip th.
Mun cng tc tip th thnh cng, iu u tin l cn phi hiu ti sao ngi
tiu dng hnh ng nh vy v h hnh ng nh th no.
Trang 9
nh ngha: Hnh vi ngi tiu dng l hnh ng ca mt ngi tin hnh

mua v s dng sn phm cng nh dch v, bao gm c qu trnh tm l v x
hi xy ra trc v sau khi xy ra hnh ng ny.
Qu trnh ra quyt nh mua l mt chui cc giai on m ngi tiu dng
tri ra trong vic ra quyt inh mua sn phm hay dch v. Qu trnh gm nm
giai on:
Nhn thc vn
Tm kim thng tin
nh gi cc la chn
Ra quyt nh mua
nh gi sau mua
Hnh 2: M hnh 5 giai on ra quyt nh mua hng ha hay dch v

2.1.3. M hnh ch s hi lng ca khch hng
Ngun gc: T thp k 70 ca th k trc, cc nh nghin cu v hnh vi
khch hng cc nc pht trin bt u c nhng nghin cu chuyn su v
s tha mn ca khch hng nh Oliver (1977), Churchill v Suprenant (1982),
Olshavsky (1993) v Fornell (1989) cng vi cc ng nghip ca ng i hc
Michigan gip Thy in thit lp h thng o lng s tha mn ca khch
hng u tin trn th gii cp quc gia. Trong nhng nm sau , ch s
ny c pht trin v ng dng rng ri ti cc nc pht trin nh M - ACSI,
Na Uy NCSI, an Mch - DCSI v cc quc gia EU ECSI (1998).
2.1.3.1. Xy dng m hnh
S mong i
(Expectations)
S than phin
(Complaint)
Gi tr cm
nhn
(Perceived
Value)
Cht lng cm nhn
(Perceived quallty)
S hi lng
ca khch
hng (SI)
S trung thnh
(Loyalty)
Hnh 3. M hnh ch s hi lng khch hng ca M

(American Customer Satisfaction Index ACSI) [7, tr.3]
Trang 10
Qua m hnh ch s hi lng ca M (ACSI), gi tr cm nhn chu tc ng

bi cht lng cm nhn v s mong i ca khch hng. Khi , s mong i
ca khch hng c tc ng trc tip n cht lng cm nhn. Trn thc t, khi
mong i cng cao, c th tiu chun v cht lng cm nhn ca khch hng
i vi sn phm cng cao hoc ngc li. Do vy, yu cu v cht lng sn
phm v dch v cung cp cho khch hng cn phi m bo v c tha mn
trn c s s hi lng ca h. S hi lng ca khch hng c to thnh trn c
s cht lng cm nhn, s mong i v gi tr cm nhn, nu cht lng v gi
tr cm nhn cao hn s mong i s to nn lng trung thnh i vi khch
hng, trng hp ngc li, y l s phn nn hay s than phin v sn phm
m h tiu dng.
Hnh nh
(Image)
S mong i
(Expectations)
Gi tr cm
nhn
(Perceived
Value)
S hi lng
ca khch
hng (SI)
Cht lng cm nhn

v - sn phm
(Perceived quallty - Pros)
- Dch v
S trung thnh
(Loyalty)
(Perceived quallty - Serv)
Hnh 4. M hnh ch s hi lng khch hng cc quc gia EU

(European Customer Satisfaction Index ECSI) [7, tr.4]
M hnh ch s hi lng chu u (ECSI) c mt s khc bit nht nh. So
vi ACSI, hnh nh ca sn phm, thng hiu c tc ng trc tip n s mong
i ca khch hng. Khi , s hi lng ca khch hng l s tc ng tng hp
ca 4 nhn t hnh nh, gi tr cm nhn, cht lng cm nhn c v sn phm
hu hnh v v hnh. Thng thng, ch s ACSI thng p dng cho lnh vc
cng cn ch s ECSI thng ng dng o lng cc sn phm, cc ngnh
Trang 11
R rng, im mnh ca cch tip cn ny l n lm dch chuyn ngay tc

khc kinh nghim tiu dng, to iu kin cho vic nghin cu mi quan h nhn
qu gia cc yu t cu thnh s hi lng v s trung thnh ca khch hng. Do
vy, mc tiu u tin ca vic tip cn theo cu trc CSI l vic gii thch s
trung thnh ca khch hng i vi mt sn phm ni ring hay mt doanh
nghip, mt quc gia ni chung thng qua ch s hi lng khch hng khi chu s
tc ng trc tip hoc gin tip bi hnh nh, s mong i, cht lng cm nhn
(v sn phm hoc dch v) v gi tr cm nhn i vi sn phm v dch v .
Hnh nh
(Image)
S than phin
(Complaint)
S mong i
(Expectations)
Gi tr cm
nhn
(Perceived
Value)
S hi lng
ca khch
hng (SI)
Cht lng cm nhn

v - sn phm
(Perceived quallty - Pros)
- Dch v
T sut
(Price)
S trung thnh
(Loyalty)
(Perceived quallty - Serv)
Hnh 5. M hnh l thuyt v ch s hi lng KH ca cc ngn hng [7, tr.6]

Cc nh nghin cu pht trin mt m hnh v ch s hi lng ca khch
hng c ng dng chung cho hu ht cc NH. Trn c s nhng kt qu
nghin cu m hnh ca cc nc th m hnh l thuyt v ch s hi lng khch
hng ca NH bao gm nhng yu t c th sau:
Hnh nh (Image): Hnh nh biu hin mi quan h gia thng hiu v s
lin tng ca khch hng i vi cc thuc tnh ca thng hiu. Bin s ny
c th hin bi danh ting, uy tn, lng tin ca chnh ngi tiu dng i vi
thng hiu. Cc nghin cu thc tin khng nh rng, y l nhn t quan
trng v c tc ng trc tip n s hi lng ca khch hng. ng thi, n
cng c mi quan h ng bin (positive) i vi s hi lng v s trung thnh
Trang 12
i vi sn phm hoc thng hiu. Trong lnh vc ngn hng, hnh nh ng vai
tr rt quan trng trong vic quyt nh ni vay hoc gi tin, i hi cc ngn
hng cn phi nh v v xy dng hnh nh ca mnh trn c s nhng thuc
tnh quan trng nhm thit lp mt s cm nhn tt nht i vi i th cnh
tranh, gip khch hng d dng nhn din c thng hiu.
S mong i (Expectations): th hin mc cht lng m khch hng
mong i nhn c, cc thng s o lng s mong i gn lin vi nhng
thng s ca hnh nh v cht lng cm nhn ca sn phm v dch v. y l
kt qu ca kinh nghim tiu dng trc hoc thng tin thng qua nhng knh
truyn thng i vi sn phm hoc dch v. Trn thc t, mong i cng cao th
cng d c kh nng dn n quyt nh mua nhng mong i cng cao th kh
nng ngn hng tha mn khch hng cng kh.
Cht lng cm nhn (Perceived quality): i vi NH, cht lng cm nhn
chnh l cht lng cm nhn sn phm dch v. Vi c th v hnh, sn phm
ngn hng c xem xt trong trng hp ny l iu kin cho vay, thi gian t
khi np h s vay n khi c vay vn, phong cch ca nh qun l v cc
chuyn vin t vn, khng kh ti quy giao dch, cc cam kt sau khi vay v cc
iu kin rng buc khc
Gi tr cm nhn (Perceived value): Cc nghin cu v l thuyt cho thy, s
hi lng ca khch hng ph thuc vo gi tr cm nhn ca hng ha v dch v.
Gi tr l mc nh gi/ cm nhn i vi cht lng sn phm so vi gi phi
tr hoc phng din gi tr khng ch bng tin m khch hng tiu dng sn
phm . Gi tr dnh cho khch hng l chnh lch gia tng gi tr m khch
hng nhn c v tng chi ph m khch hng phi tr v mt sn phm/dch v
no . i vi ngn hng, l tng s tin phi tr, nhng chi ph v thi gian,
cng sc v chi ph ri ro khc so vi gi tr dch v (li ch hu hnh mang li),
gi tr tm l, nim tin v gi tr nhn lc. Hiu s gia gi tr v chi ph b ra
chnh l gi tr cm nhn m dch v ngn hng mang li cho khch hng.
T sut vay (cho vay): y l bin s mi c ngh xem xt trong m
hnh l thuyt. Do c im bin ng ca th trng ti chnh v nhng c th
ca vn ha kinh doanh, gi c sn phm hay t sut tin vay (tin gi) lun c
khch hng so snh, nh gi gia cc ngn hng. T sut ca ngn hng c
Trang 13
xem nh l yu t gi (price) i vi mt sn phm v bin s ny ng vai tr

trung gian trong mi quan h gia hnh nh, s mong i v cht lng cm nhn
vi gi tr cm nhn ca khch hng.
S trung thnh (Loyalty): l bin s cui cng trong m hnh v mang tnh
quyt nh n s tn vong ca NH trong tng lai, n c o lng bi nh
tip tc mua, lng tin v s gii thiu vi ngi khc v sn phm v dch v m
h ang dng. Ngc li vi s trung thnh l s than phin khi khch hng
khng hi lng vi sn phm dch v so vi nhng mong mun ca h. S trung
thnh ca khch hng c xem nh mt ti sn ca NH. V vy, cc NH cn
phi to ra s hi lng i vi khch hng nng cao s trung thnh ca h i vi
NH.
2.1.3.2. Phng php o lng cc ch s hi lng
Nghin cu nh tnh s xc nh cc yu t c trng (indicators, items)
cn phi o lng trong mi bin s. V d, i vi NH, bin s hnh nh (image)
c o lng bi uy tn, s lng chi nhnh giao dch, knh giao dch t ng,
s n nh ca qu trnh kinh doanh, khng kh trong qu trnh giao dch Cc
yu t thuc cc bin hnh nh, s mong i, cht lng cm nhn, gi tr cm
nhn, s trung thnh (s than phin) thng c lng ha thng qua thang
Likert t 5 n 10 la chn v bin s s hi lng ca khch hng thng s
dng thang im 10 hoc 100. im ca bin s l im trung bnh ca cc yu
t c th (items) c s dng hnh thnh nn bin s . Sau khi c d liu
thu thp t pha khch hng, c th dng cng c phn tch nhn t (factor
analysis) v cng c phn tch tin cy (reliability analysis) trong vic kim tra
tnh tng ng trong vic thnh lp cc bin s t cc yu t c th (items).
Trang 14
2.1.4. ng dng ch s hi lng ca khch hng trong hoch nh chin lc

Thu nhp v phn
tch (CSI)
Thc hin v o lng

kt qu thc hin
Xy dng chin lc,

chng trnh hnh ng
Phn on hoc ti
phn on (nu c)
Mc tiu: S
tha mn khch
hng v lng
trung thnh
iu chnh t sut gi
tr khch hng (nu c)
(Loyalty)
Hnh 6: M hnh HCL ly mc tiu tha mn KH lm trung tm [7, tr.9]

Ch s hi lng khch hng (CSI) l mt ch s chun ho, n cho php so
snh cc thng hiu hoc sn phm khc nhau trong cng lnh vc kinh doanh,
t , ngn hng c th xc nh cc vng trung thnh, vng khng c s
khc bit hay vng t b ca khch hng i vi NH mnh hay i th cnh
tranh. Thng thng cc ngn hng c im s (trung bnh) v s hi lng t 80100 s l nhng ngn hng nhn c s trung thnh cao ca khch hng, khch
hng s nhn thc khng c s khc bit gia cc ngn hng nu im s v s
hi lng nm trong vng 50 n cn 80, trong trng hp ny, ngn hng rt kh
nh v s khc bit cng nh xy dng thng hiu cho NH mnh. Nu s
im v s hi lng nh hn 50, khch hng ca nhng ngn hng ny d dng t
b v tm n vi ngn hng khc c s tin cy cao hn. Vi mc tiu tha mn
khch hng nhm to ra lng trung thnh i vi doanh nghip. Bng phng
php thu thp v phn tch CSI (bc 1), doanh nghip c th quyt nh gi
hoc ti phn on th trng (bc 2), gi hoc iu chnh t sut gi tr khch
hng (bc 3) ph hp vi tng on th trng nhm to ra s cm nhn v hnh
nh ngn hng i vi khch hng. Trn c s , doanh nghip d dng xy
dng chin lc, chng trnh hnh ng hng n tng loi khch hng nhm
t c mc tiu doanh nghip (s tha mn khch hng v lng trung thnh)
trn c s nng cao cht lng sn phm, dch v.
Trang 15
2.1.5. S tha mn ca khch hng

S tha mn ca khch hng c xem l nn tng trong khi nim ca
marketing v vic tha mn nhu cu v mong c ca khch hng (Spreng,
MacKenzie, & Olshavsky, 1996). Khch hng c tha mn l mt yu t quan
trng duy tr c thnh cng lu di trong kinh doanh v cc chin lc kinh
doanh ph hp nhm thu ht v duy tr khch hng (Zeithaml & ctg, 1996).
Cht lng hin nay c nh gi trn quan im khch hng. Mt sn
phm tt ngha l phi p ng hay thm ch vt k vng ca khch hng v
lm khch hng hi lng hay tha mn.
Theo Kotler (2006), s tha mn l mc ca trng thi cm gic ca mt
ngi bt ngun t vic so snh nhn thc v mt sn phm so vi mong i ca
ngi . Theo , s tha mn c cc mc sau:
- Mc khng hi lng: Mc cm nhn c ca khch hng nh hn k
vng.
- Mc hi lng: Mc cm nhn c ca khch hng bng k vng.
- Mc rt hi lng: Mc cm nhn c ca khch hng ln hn k
vng.
2.1.6. Cht lng dch v
Cht lng dch v c nh ngha bng nhiu cch khc nhau ty thuc
vo i tng nghin cu v mi trng nghin cu. Cht lng dch v l mc
m mt dch v p ng c nhu cu v s mong i ca khch hng (Lewis
& Mitchell, 1990; Asubonteng & ctg, 1996; Wisniewski & Donnelly, 1996).
Edvardsson, Thomsson & Ovretveit (1994) cho rng cht lng dch v l dch
v p ng c s mong i ca khch hng v lm tha mn nhu cu ca h.
Theo Parasuraman & ctg (1985, 1988), cht lng dch v l khong cch gia
s mong i ca khch hng v nhn thc ca h khi s dng qua dch v.
Tm li, cht lng dch v l nhn t tc ng nhiu n s hi lng ca
khch hng. Mun nng cao s hi lng ca khch hng, nh cung cp dch v
cn phi nng cao cht lng dch v. Hay ni khc i cht lng dch v v s
hi lng c mi quan h h tng cht ch vi nhau. Trong , cht lng dch
v l ci to ra trc, quyt nh n s hi lng ca khch hng.
Trang 16
2.1.7. M hnh khong cch cht lng dch v ca Parasuraman

Parasuraman & ctg (1985, 1988) a ra m hnh nm khong cch cht
lng dch v. M hnh ny c trnh by nh sau:
Thng tin t
cc ngun khc
nhau
Nhu cu c nhn
Tri nghim
trc
Dch v mong i
Khc bit 5
Dch v tip nhn
KHCH HNG
NH CUNG CP
Dch v chuyn giao
t 1
Khc bi
Khc bit 4
Thng tin n
khch hng
Khc bit 3
Chuyn i cm nhn thnh
yu cu cht lng
Khc bit 2
Nhn thc ca cng ty v
k vng ca khch hng
Hnh 7: M hnh cht lng dch v (Parasuraman, 1988)

Trong :
- Khc bit 1: xut hin khi c s khc bit gia mong i ca khch hng v
nhn thc ca nh qun l v mong i ca khch hng.
- Khc bit 2: xut hin khi nh qun l dch v truyn t sai hoc khng
truyn t c k vng ca khch hng thnh quy trnh, quy cch cht lng.
Trang 17
- Khc bit 3: xut hin khi nhn vin lm vic khng ng quy trnh nh
hay ni khc i nhn vin dch v khng chuyn giao dch v cho khch hng
theo tiu ch c xc nh.
- Khc bit 4: xut hin khi qung co v gii thiu sai lm gim cht lng
m khch hng cm nhn c khi chng khng c thc hin theo ng nhng
g ha hn.
- Khc bit 5: xut hin khi sai lch gia dch v nhn c v k vng ca
khch hng. V khc bit ny ph thuc vo cc khong cch trc , tc l
lm tng cht lng dch v hay rt ngn khong cch th 5 th phi n lc rt
ngn cc khong cch trn.
M hnh nm khc bit l m hnh tng qut, theo Parasuraman bt k dch
v no cht lng cng c khch hng cm nhn da trn 5 thnh phn
- Mc tin cy (Reliability): kh nng cung ng dch v ng nh ha
vi khch hng.
- Kh nng p ng (Responsiveness): th hin s mong mun v sn lng
ca nhn vin phc v cung cp dch v kp thi cho khch hng.
- Nng lc phc v (Competence): tn nhim, an ton, tnh chuyn nghip
ca nhn vin phc v.
- S cm thng (Empathy): tip cn thng tin, hiu bit khch hng. Th hin
s quan tm ca nhn vin vi khch hng
- Cc phng tin hu hnh (Tangibles): trang thit b phc v cho dch v
v trang phc, ngoi hnh ca nhn vin.
Trang 18
2.2. PHNG PHP NGHIN CU

2.2.1. Quy trnh nghin cu
cng s b
Tp hp d liu
(iu chnh)
C s l thuyt
Nghin cu s b
- Bng cu hi
- Ly mu th
- Phn tch m phng
Nghin cu chnh thc
Phn tch
c im khch hng
Hnh vi khch hng
Phn tch nhn t nh hng CLDV
Phn tch m phng
Kim nh Binary Logistic
xut cc gii php

Hnh 8: Quy trnh thc hin nghin cu
2.2.2. Phng php chn vng nghin cu
a im phng vn l nhng ni c t nhiu my rt tin v tp trung dn
c ng c ch yu l ti a bn qun Ninh Kiu Thnh ph Cn Th.
2.2.3. Phng php thu thp s liu
- S liu s cp: Trc tip tip xc v trao i, phng vn khch hng thng
qua bng cu hi.
+ i tng phng vn: trong phm vi ti ny tp trung vo tt c
ngi dn sng v lm vic ti Thnh ph Cn Th.
+ C mu: Hin nay, theo nhiu nh nghin cu th vic xc nh kch
thc mu cha c xc nh r rng, kch thc mu l bao nhiu v nh th
no l ln. Tuy nhin theo mt s nghin cu th tn i din ca s lng
mu c la chn kho st s thch hp nu kch thc mu l 5 mu cho mt
Trang 19
c lng. C th trong m hnh cht lng dch v (Parasuraman) c cp

trong lun vn c 5 nhn t c lp v 21 bin quan st. Do s mu cn thit
l 21x 5 = 105 mu tr ln.
+ Phng php chn mu: Chn mu theo phng php ngu nhin khi
khch hng n rt tin ti cc my ATM, khu vc cc trung i hc, Cao
ng, trn a bn TP Cn Th. Tc l ngi phng vn c th la chn bt k
mt khch hng no khi tham gia s dng dch v th ATM ti NH ng chi
nhnh Cn Th.
- Xy dng bng cu hi
+ Xy dng bng cu hi th da trn nn tng cc thng tin cn thu thp
trong m hnh nghin cu v s hi lng ca khch hng.
+ Bng cu hi sau khi c thit k xong phng vn th 10 khch hng
ngu nhin kim tra mc r rng ca bng cu hi.
+ iu chnh v hon tt cu hi thng qua phng vn th 10 khch hng.
Sau tin hnh phng vn khch hng.
- S liu th cp: Thu thp s liu t phng Dch v quan h khch hng
ti Ngn hng ng chi nhnh Cn Th. ng thi tham kho qua cc sch
bo, tp ch chuyn ngnh, internet nm c tnh hnh tng quan v dch
v th ATM.
2.2.4. Phng php phn tch s liu
i vi mc tiu (1): nh gi thc trng kinh doanh dch v th ATM ti
ngn hng ng chi nhnh Cn Th.
X l s liu bng phng php thng k m t, phn tch s liu tng i,
s liu tuyt i qua 3 nm 2006 2008.
Thng k chnh l khoa hc nghin cu h thng cc phng php thu thp,
x l v phn tch cc con s (mt lng) ca nhng hin tng s ln tm
hiu bn cht v tnh quy lut vn c ca chng (mt cht) trong nhng iu
kin, a im v thi gian c th.
i vi mc tiu (2): nh gi mc hi lng ca khch hng khi s
dng dch v th ATM Ngn hng ng Cn Th thng qua s cm nhn ca
khch hng.
Trang 20
- S dng thang o SERVQUAL ca Parasuraman, Zeithaml v Berry

(1988) o lng cht lng dch v th ATM. Qua 5 yu t thnh phn (S tin
cy, s p ng, s ng cm, yu t phc v, yu t hu hnh).
i vi mc tiu (3): Xc nh cc nhn t nh hng n s hi lng ca
khch hng khi s dng dch v th ATM.
- Phng php hi quy logistic nh nguyn xc nh nhn t nh hng
n s hi lng ca khch hng: p dng khi ta mun d on vic xut hin hay
khng xut hin ca mt c tnh hay mt kt qu, da trn s liu bit ca
mt s bin m t no .
Kim nh m hnh Binary Logistic
+ Hi quy Binary Logistic s dng bin ph thuc dng nh phn c
lng xc sut mt s kin s xy ra vi nhng thng tin ca bin c lp m ta
c c.
+ ph hp ca m hnh: o lng ph hp tng qut ca m hnh
Binary Logistic c da trn ch tiu -2LL (-2 log likehood). Quy tc nh gi
ngc vi quy tc trn h s xc nh m hnh R2, ngha l gi tr -2LL cng nh
cng th hin ph hp cao.
+ Bng Clasification table: so snh s tr s thc v tr s d on cho
tng biu hin v tnh t l d on ng s kin.
+ Kim nh Wald: c s dng kim nh ngha thng k ca h s
hi quy tng th.
+ th Histogram: biu din cc im thc t v d bo ca bin ph
thuc Y.
i vi mc tiu (4): xut mt s gii php nhm nng cao cht lng
dch v th.
Tng hp nhng mt hn ch v yu km ca cht lng dch v th ATM,
ng thi cn c vo nhng nh gi v nhng kin ng gp ca khch hng
t xut mt s gii php nhm nng cao cht lng dch v th.
Trang 21
CHNG 3
KHI QUT V CHI NHNH NGN HNG TMCP

NG CN TH
3.1. KHI QUT V V TR A L, TNH HNH KINH T - X HI
THNH PH CN TH
3.1.1. V tr a l
Thnh ph Cn Th nm gia ng bng sng Cu Long v pha ty sng
hu, trn trc giao thng thu - b quan trng ni Cn Th vi cc tnh ng
bng sng Cu Long, ng Nam B v cc vng ca c nc. Cn Th gip vi
nm tnh trong : Pha bc gip tnh An Giang v ng Thp, pha nam gip
tnh Hu Giang, pha ty gip tnh Kin Giang, pha ng gip tnh Vnh Long v
ng Thp.
Ngy nay, Cn Th l th tr, din tch t nhin 1389,60 km2, c din
tch ni th l 53 km2 v tri di 65 km bn b sng Mkong huyn thoi. Ngoi
c trng v a l l u mi giao thng quan trng gia cc tnh trong khu vc
ng bng sng Cu Long, Thnh ph Cn Th c v nh th min sng
nc. H thng sng ngi chng cht, vn cy n tri bt ngn, ng rung
mnh mng. a danh Cn Th c xut x t tn cm thi giang (sng th, n)
cho thy y l vng vn ho sng nc. Con sng gn lin vi mi hot ng
kinh t, vn ha c dn. Nt c o t nhin v kin trc th ca Cn Th l
mng li knh rch. Knh rch cng l "ng ph", n mang v p cho mt
th ln tng c mnh danh l Ty . Cn Th li c v p bnh d nn
th ca lng qu sng nc, dn c tp trung ng c.
3.1.2. Tnh hnh kinh t x hi
Trong nhng nm gn y tnh hnh kinh t Cn Th tng trung lin tc
vi tc cao. Nhp tng trng kinh t bnh qun trong 5 nm qua t
13,5%. C th nm 2008 tng trung kinh t chim 15,21% v ch tiu kinh t
x hi qu I-2009 tip tc pht trin, t mc cao so vi cng k nm trc
nh: gi tr sn xut cng nghip tng 6,7%, hot ng ni thng, du lch tng
kh. V la ng xun 2009 trng ma, c gi, nng dn t li nhun trn
30%; u t c bn c chuyn bin tch cc, thu ngn sch t k hoch ra.
Trang 22
Cng tc chm lo sc khe nhn dn c tng cng, khng xy ra dch bnh

trn ngi v gia sc, gia cm.
Ngoi ra, vic pht trin thng mi dch v cng c c bit quan tm.
Khuyn khch v to thun li cho cc thnh phn kinh t tham gia thng mi
dch v. Tp trung u t vo cc khu thng mi c quy m ln, khu vui chi
gii tr tng hp. Cn Th cn l ni tp trung nguyn liu ch bin, trung
chuyn, mua bn hng ha, cung cp dch v - thng mi cho cc tnh ng
bng Sng cu long v c nc, ng thi thc hin mu dch vi cc nc trn
th gii. Hin nay, thnh ph Cn Th c quan h xut nhp khu vi gn 80
quc gia v vng lnh th trn th gii nh Asean, Chu Thi Bnh Dng,
Chu u, Chu Phi v Bc M, Cn Th khai trng cc siu th
Co.opMark, Metro Cash & Carry v nhiu trung tm thng mi v ang
c xy dng nh to cho Cn Th tr thnh a ch giao thng tin cy ca
cc doanh nhn v doanh nghip trong v ngoi nc.
3.2. GII THIU KHI QUT V NGN HNG TMCP NG
Ngn hng TMCP ng c thnh lp vo ngy 01/07/1992 vi s vn
iu l ban u l 20 t ng v cho n nay tnh n 12/2008 vn iu l ngn
hng t 2.880 t ng. Qua hn 16 nm hot ng ngn hng khng nh l
mt trong nhng ngn hng c phn pht trin hng u Vit Nam. c bit l
ngn hng i u trong vic trin khai cc dch v ngn hng hin i, p ng
nhu cu thit thc cho cuc sng hng ngy.
Ngn hng ng bao gm 1 hi s chnh, s giao dch v hn 150 chi
nhnh v phng giao dch, c n hn 900 my giao dch t ng ATM v gn
1500 im chp nhn thanh ton bng th - POS. T nm 2003, Ngn hng ng
khi ng d n hin i ha cng ngh v chnh thc a vo p dng
phn mm qun l mi (Core-banking) trn ton h thng t thng 6/2006. Phn
mm ny do tp on I-Flex cung cp. Vi vic thnh cng trong u t cng
ngh v hon chnh c s h tng, Ngn hng ng cung cp nhiu dch v
mi, p ng nhu cu ca mi khch hng c nhn v doanh nghip. c bit,
Ngn hng ng c kh nng m rng phc v trc tuyn trn ton h thng
chi nhnh, qua ngn hng t ng v ngn hng in t mi lc, mi ni.
Trang 23
Lch s pht trin2

Ngy 01/07/1992, chnh thc hot ng ti tr s u tin t s 60 - 62
Nam K Khi Ngha, Qun Ph Nhun, TP.HCM (nay l ng Nguyn Vn
Tri). Khi u vi vn iu l l 20 t ng.
Nm 1993, thnh lp 3 chi nhnh u tin ti Qun 1, Hu Giang (TP. H
Ch Minh) v H Ni. Chnh thc trin khai thm dch v thanh ton quc t,
chuyn tin nhanh v chi lng h v l ngn hng u tin thc hin tn dng tr
gp ch.
Nm 1994, tng vn iu l ln 30 t ng. Thnh lp Chi b ng, Cng
on, Chi on thanh nin
Nm 1995, l i tc duy nht ca T chc Hp tc Quc t ca Thy in
- SIDA ti tr cho cc doanh nghip va v nh Vit Nam, vi tng s vn
l 1 triu USD.
Nm 1998, l mt trong hai ngn hng c phn ti Vit Nam nhn vn ti
tr t Qu pht trin nng thn ca ngn hng th gii - RDF.
Nm 2000, tng vn vn iu l ln 97,4 t ng. Thng 9 tr thnh thnh
vin chnh thc ca Mng thanh ton ton cu - SWIFT.
Nm 2001, tng vn iu l ln 120 t ng. Thnh lp Cng ty TNHH
Kiu hi ng . Thnh lp chi nhnh An Giang trn c s mua li Ngn hng
TMCP T Gic Long Xuyn, gp phn h tr Ngn hng Nh nc trong vic
p dng thnh cng h thng qun l cht lng ISO 9001:2000 vo hot ng
ngn hng.
Nm 2002, tng vn iu l ln 200 t ng. Thnh lp Trung tm th thanh
ton Ngn hng ng v chnh thc pht hnh Th ng u tin. L mt
trong hai ngn hng c phn nhn vn ti tr t Ngn hng hp tc Quc t ca
Nht Bn - JBIC.
Nm 2003, khi ng d n hin i ha cng ngh ngn hng. Hp tc vi
C quan pht trin quc t Hoa K (USAID). Ngn hng ng ot gii
thng Sao Vng t Vit v gii thng "Cht lng Vit Nam".
Nm 2004, ra mt h thng giao dch t ng ATM v pht hnh Th a
Nng ng . Thng 7 sp nhp Ngn hng Nng thn Tn Hip vo Ngn hng
2
Ngun: http://dab.com.vn
Trang 24
ng , v thnh lp chi nhnh Kin Giang. Thng 10 chnh thc trin khai dch
v thanh ton t ng qua Th a Nng ng .
Nm 2005, thng 1 sng lp h thng chuyn mch thanh ton th ngn
hng, vi thng hiu VNBC (Viet Nam Bank Card). Nhn cc gii thng Cp
Vng Thng hiu Nhn hiu, Sao Vng t Vit, Dch v Uy tn cht lng
cho sn phm Th a Nng ng . Ngn hng ng chnh thc kt ni
thanh ton th vi tp on China UnionPay (Trung Quc). Thng 12 tng vn
iu l ln 500 t ng.
Nm 2006, thng 3 ngn hng ng c ngi tiu dng bnh chn l
"Thng hiu Vit nam ni ting nht" ngnh Ngn hng - Ti chnh - Bo him
nm 2006. Trin khai thnh cng giai on 1 d n hin i ha NH, ng dng
core-banking mi v tip tc trin khai giai on 2. Khnh thnh to nh Hi s.
Nhn gii thng SMART50 - 50 doanh nghip hng u ca chu ng dng
thnh cng IT vo cng vic kinh doanh - do Tp ch cng ngh thng tin hng
u Chu ZDNet trao tng. Chnh thc ra mt Trung tm Giao dch 24H. Trin
khai knh giao dch "Ngn hng ng in t". Nhn gii thng Top 10
doanh nghip tiu biu ca Tp. HCM. Tng vn iu l ln 880 t ng.
Nm 2007, thnh lp chi nhnh Qung Nam. Tng vn iu l ln 1.400 t
ng. Khnh thnh ta nh Chi nhnh Kin Giang. t chng nhn cht lng
Thanh ton quc t xut sc do cc nh ch ti chnh uy tn th gii chng
nhn bao gm Standard Chartered Bank, Bank of New York, American Express
Bank v Citibank- Khnh thnh ta nh Chi nhnh Bc Liu. Ngy 15/8, my
ATM Th k 21 do Ngn hng ng ch to c chng nhn K lc Vit
Nam l my ATM u tin ti Vit Nam c chc nng nhn v i tin trc tip
qua my. Khnh thnh ta nh Chi Nhnh Bnh Dng. K nim 14 nm thnh
lp Chi nhnh H Ni. K nim 5 nm thnh lp Chi nhnh Nng. Khnh
thnh ta nh Chi nhnh Cn Th. Thnh lp Chi nhnh Thi Bnh. Thng 11
thnh lp Chi nhnh L Vn S v Chi nhnh Bnh nh. Thng 12 thnh lp Chi
nhnh Vnh Long. Tng vn iu l ln 1.600 t ng. Hot ng Thanh ton
quc t t doanh s trn 2 t USD v t chng nhn xut sc v Cht lng
vt tri ca Hot ng Thanh ton quc t do Standard Chartered Bank,
Trang 25
Citibank, American Express Bank v Bank of New York trao tng. Ngn hng
ng nhn gii thng "Top 100 thng hiu tiu biu nht Vit Nam 2007".
Nm 2008, t chng nhn Thanh ton quc t xut sc do Wachovia Bank
chng nhn. Nhn danh hiu "Doanh nghip dch v c hi lng nht". Nhn
gii "Thng hiu mnh Vit Nam 2007". Khnh thnh ta nh Chi nhnh Bnh
Thun. Ra mt Vng ming Phng Hong PNJ - DongA Bank. Trin khai
chng trnh khuyn mi "Tin sinh Li, Li thm Vng". Ngy 08/08/2008,
chnh thc pht hnh Th Tn dng DongA Bank. Nhn gii thng "Sao Vng
Phng Nam nm 2008"
3.3. QU TRNH HNH THNH V PHT TRIN CA CHI NHNH
NGN HNG TMCP NG CN TH
Ngn hng TMCP ng (DAB) chi nhnh Cn Th l mt chi nhnh cp
mt trc thuc Ngn hng ng v l mt trong nhng chi nhnh c quy m
hot ng ln trong h thng Ngn hng ng . V ngn hng ng chi
nhnh Cn Th chnh thc thnh lp vo ngy 16/05/1996 di s qun l trc
tip ca Ngn hng Nh Nc chi nhnh Cn Th.
Ngn hng ng chi nhnh Cn Th lun l chi nhnh tin phong v
nng ng trong h thng Ngn hng ng trong vic pht trin sn phm dch
v mi trn c s ng dng cng ngh hin i v nh hng theo nhu cu
khch hng. Hin nay Ngn hng ng Chi nhnh Cn Th c 5 n v trc
thuc gm: Phng giao dch Ninh Kiu, Phng giao dch Xun Khnh, Phng
giao dch Bnh Thy, Phng giao dch Tr Nc, Phng giao dch Mn.
Ngn hng ng Cn Th cn c khch hng bit n vi i ng
nhn vin tr, nng ng am hiu nghip v v nhit tnh trong cng tc phc v
khch hng. Ngn hng ng c xem l ngn hng TMCP rt thnh cng
trong lnh vc ti tr doanh nghip va v nh, ch trng n dng sn phm
dch v phc v c nhn. c bit trong hot ng kinh doanh th, ch trng
mi ngi u c th s hu mt chic th Ngn hng l mt trong nhng ch
trng hng u ca Ngn hng. Vi nhng thnh tu t c trong hot
ng th, c th ni Ngn hng ng chi nhnh Cn Th v ang theo ng
nh hng ca Ngn hng ng Mang dch v Ngn hng n vi khch
hng.
Trang 26
3.4. C CU T CHC
Hnh 9: S T CHC NGN HNG NG
CHI NHNH CN TH
GIM C
P. GIM C
PGD
Ninh
Kiu
PGD
Xun
Khnh
PGD
Bnh
Thy
PGD
Tr
Nc
PGD
Mn
BP. TDng KH C nhn

BP. Dch V KH C nhn
P. KH C nhn
BP. Quan H KH C nhn

BP. Kim sot ni b
BP. TDng Doanh nghip
BP. Dch V KH Dnghip
P. KH Doanh nghip
BP. Thanh ton Quc t

BP. Quan h KH Dnghip
BP. Kim sot ni b
BP. Hnh chnh
P. Hnh chnh nhn s
BP. Nhn s
BP. Cng ngh thng tin
P. Cng ngh thng tin

BP. Sn xut th
P. K ton
P. Ngn qu
(Ngun: Phng Khch hng c nhn Ngn hng ng chi nhnh Cn Th)
Trang 27
3.5. CHC NNG CC B PHN

Gim c
T chc ch o thc hin cc chnh sch ch o nghip v v k hoch
kinh doanh theo s ch o ca Tng gim c Ngn hng ng .
K kt cc vn bn tn dng, tin t thanh ton trong phm vi hot ng ca
chi nhnh. Xy dng cc ch tiu, k hoch ca chi nhnh. Chu trch nhim v
ton b ti sn, vn, t chc cn b v kt qu kinh doanh ca chi nhnh, chu
trch nhim v chi tiu ti chnh, trch lp qu theo quy nh ca nh nc, Hi
ng qun tr v Tng gim c.
Ph gim c
C trch nhim thay mt Gim c gim st v iu hnh cc hot ng ca
n v c y nhim khi gim c vng mt v chu trch nhim trc gim
c. Bn cnh Ph gim c thay mt Gim c gii quyt v k kt cc vn
bn thuc lnh vc c phn cng.
Phng khch hng c nhn
Chuyn thc hin cc khon cho vay ngn hn i vi c nhn. Ngoi ra,
phng Khch hng c nhn cn c nhim v pht trin sn phm th cho Ngn
hng. Ghi chp, phn nh kp thi v chnh xc cc nghip v pht sinh v tnh
hnh ti chnh ca Ngn hng. H tr cho cng vic kim sot, kim ton hot
ng ca Ngn hng. Cung cp dch v thanh ton qua Ngn hng.
Phng khch hng doanh nghip
Thc hin cc nghip v kinh doanh gm: kinh doanh ngoi t, cc loi
chng t c gi, u t lin doanh, lin kt v giao dch vn. Cung cp vn cho
khch hng thng qua nghip v tn dng v bo lnh trong nc. Thc hin vic
kinh doanh kho, ch yu p ng nhu cu qun l hng ha cm c, th chp ca
tn dng.
Tm kim, duy tr v pht trin mi quan h gia NH vi khch hng, gia
NH vi cc t chc ti chnh khc trong v ngoi nc. Nghin cu v p dng
cng ngh tin hc vo hot ng kinh doanh ca NH. Tham mu cho Gim c
v cc vn c lin quan n hot ng tn dng, hot ng kinh doanh, v
quan h khch hng ca NH.
Trang 28
Phng hnh chnh Nhn s

Thc hin chc nng son tho quy ch, quy nh trong ni b Ngn hng.
Qun l nhn s v o to, m bo s pht trin ca cn b - nhn vin Ngn
hng lun v s lng; cht ch, tinh gn, ti u v t chc v c nng lc
p ng mc tiu pht trin ca Ngn hng trong thi gian ti. Xy dng cc
chnh sch v nhn s, bao gm: tuyn dng, o to, i ng. Theo di cc vn
v hnh chnh qun tr.
Phng cng ngh thng tin
Chuyn v qun tr mng trong h thng Ngn hng. V sn xut th.
Phng k ton
Thc hin cc nghip v c lin quan n qu trnh thanh ton nh: thu tin
theo yu cu ca khch hng (y nhim thu), chi theo yu cu (y nhim chi),
tin hnh m ti khon cho khch hng, k ton cc ti khon thu chi trong ngy
xc nh lng vn hot ng ca Ngn hng, dng bt ton chuyn khon
trong thanh ton gia Ngn hng vi Ngn hng ng hi s.
Phng ngn qu
Qun l ton b tin mt bng ng Vit Nam, ngoi t, vng, k phiu, tn
phiu, tri phiu v cc chng t c gi. Thc hin cc nghip v thu chi h,
kim m h v qun l h ti sn. Tham mu cho Gim c v hot ng ngn
qu.
Cc phng giao dch trc thuc
Thc hin chc nng, cc ch tiu k hoch do chi nhnh giao. Hch ton
bo s.
Trang 29
3.6. GII THIU V TH A NNG NG

3.6.1. Cc loi th a nng ng 3
Th a nng ng
Tin ch
- Rt tin mt trn 1200 my ATM
(VNBC)
- Gi tin qua ATM 24/24
- Hng li trn s tin trong ti khon
- Nhn lng qua th
- Chuyn khon qua ATM/SMS Banking/Internet banking
- Thanh ton mua hng trc tuyn ti cc siu th online
- Thanh ton tin mua hng ti cc h thng siu th, ca hng.
- Thanh ton t ng tin in, nc, in thoi, internet, bo him, taxi,
- Xem v in sao k trn ATM
- Mua th co (in thoi, internet, tr trc) qua ATM hoc NH in t.
- Giao dch qua knh Ngn hng ng in t: chuyn khon, thanh
ton qua mng, mua th co, np Vcoin, nhn thng tin t ng khi c bin ng
s d, kim tra s d, lit k giao dch,
c bit
Khi nhn lng qua Th hoc c giao dch thng xuyn qua Th, khch
hng c th c xt hn mc thu chi (ti khon ht tin vn c th rt tin
hoc thanh ton). Hn mc tn dng ln n 5 thng lng, ti a 50 triu VN.
Ph s dng
- M th min ph
- Ph thng nin 50.000 VN/nm
Th Tn dng DongA bank
Hnh thc bo m pht hnh th: Tn
chp, K qu/Cm c s tit kim. Hng th:
hng Chun (Classic) v hng Vng (Gold).
Thi gian s dng th: Th Chun: 1 nm,
Th Vng: 2 nm.
3
Ngun: http://dab.com.vn
Trang 30
Tin ch
- Hn mc tn dng ln n 150 triu ng i vi Th Vng (Gold) v 70
triu ng i vi Th Chun (Classic)
- Hon ton tn chp, khng cn k qu hay ti sn bo m
- Mua trc, tr sau, tn hng thi hn u i min li ln n 45 ngy
- Tha sc mua sm ti hn 25 triu im thanh ton ti Vit Nam v trn
ton th gii bng mi loi tin t
- Mua hng thun tin v nhanh chng qua in thoi, Internet (online)
- Rt tin ti 1 triu my ATM ti Vit Nam v trn th gii
- Thanh ton t ng cc ha n tin ch (tin in, nc, in thoi,
Internet, ph bo him,...)
- An ton trong thanh ton, khng cn mang theo tin mt
- D dng theo di v qun l hiu qu vic chi tiu ca bn thn v ngi
thn (nu pht hnh th ph)
- L cng c d phng ti chnh khi t xut/kh khn
Ph s dng
- Min ph pht hnh th
- Ph thng nin
+ Th Chun: 200.000 VND/th/nm
+ Th Vng: 300.000 VND/th/nm
Th a nng CK card
Tin ch
c s dng cc tin ch v tnh nng ca Th nh Th a nng ng
.
- Min ph dch v xem hoc in sao k ti
quy giao dch DAB t ti cc Cng ty
Chng khon.
- Min ph dch v thanh ton tin mua/ bn
/t cc/nhn c tc, chng khon.
- c s dng sn phm Bn chng
khon Ly tin ngay gia DAB phi hp
trin khai vi cc Cng ty Chng khon.
Trang 31
- c thc hin cc giao dch chng khon online: nh mua bn chng

khon, t cc, chi tr c tc, (ca cc Cng ty Chng khon lin kt vi
DAB).
Ph s dng
- Min ph pht hnh Th ln u.
- Min ph thng nin nm u tin.
- Ph thng nin t nm th 2: 50.000/nm.
- Ph pht hnh Th khi ht hn s dng: Min ph.
- Min ph cc dch v gia tng ti quy giao dch DAB t ti cc Cng ty
chng khon
Th a nng Richland Hill
Tin ch
S dng nh mt th a nng ng . C c
hi t ch v rt thm mua cn h trong khu
phc hp Richland Hill
- c cp nht thng tin v d n Richland
Hill v thng tin cc d n khc ca Cng ty Vn Thi Thnh
- c s dng cc tin ch v tnh nng ca th nh Th a nng ng
Ph s dng
- Pht hnh ln u tin: Min ph
- Ph pht Th khi ht hn s dng: Min ph
- Ph thng nin: 50.000/nm (thu ngay khi ng k m th)
- Ph thay th Th do Ch th lm mt, hng: 50.000ng/th
Th lin kt sinh vin
Th lin kt sinh vin tch hp y cc tnh nng ca Th a Nng ng
, ng thi ng dng cng ngh th t vo qun l sinh vin nh: Qun l ra
vo th vin, ra vo phng my vi tnh, thanh ton hc ph, hc bng ca sinh
vin qua th,... v mt s cc ng dng khc ph hp vi tnh nng u vit nht
ca cng ngh Th t hin nay. y c xem nh mt bc t ph mi trong
th trng th Vit Nam v mang ngha thc tin rt cao.
Trang 32
3.7. KHI QUT V KT QU HOT NG KINH DOANH CA

NGN HNG QUA 3 NM 2006 2008
Bng 1: KT QU HOT NG KINH DOANH CA NGN HNG
NG CN TH QUA 3 NM 2006 - 2008
VT: Triu ng
Nm
CH TIU
Chnh lch
2007/ 2006
2007
Thu nhp
26.204
35.821
46.567
9.617
36,70
10.755 30,00
Chi ph
17.833
25.034
30.291
7.201
40,38
5.257 20,90
8.371
10.787
16.276
2.416
28,86
5.489 50,89
Li nhun
2008
2008/ 2007
2006
S tin
(%)
S tin
(%)
(Ngun: Phng K ton Ngn hng ng chi nhnh Cn Th)
Hnh 10: Kt qu hot ng kinh doanh ca Ngn hng ng

Chi nhnh Cn Th
50000
Triu ng
46567
45000
40000
35821
35000
30000
25000
20000
30291
26204
25034
Chi ph
17833
15000
16276
Li nhun
10787
8371
10000
Thu nhp
5000
Nm
0
2006
2007
2008
Qua bng s liu ta thy li nhun ca doanh nghip tng qua cc nm. V
s d li nhun NH tng l do doanh thu khng ngng tng trng, tng mnh
vo nm 2007 vi tc 36,70% so vi nm 2006. Tuy nhin tc tng ca li
nhun khng bng tc tng ca doanh thu, bi li nhun ca ngn hng cn
chu nh hng ca khon chi ph kh ln trong qu trnh hot ng ca mnh.
Nhn chung c doanh thu v chi ph qua cc nm u tng, nhng tc
tng nm 2007 tng nhanh hn so vi 2008. C th nh v thu nhp nm 2007
tc tng 36,70% sang nm 2008 th tc ny tng chm xung cn 30%. V
Trang 33
chi ph nm 2007 vi tc 40,38% bc sang 2008 tc tng chm chim

20,90%. Tm li, tc tng nh trn bi mt s l do sau: th nht: nm 2007
l nm c thu nhp tng nhanh do nhn thc ng n v tr v tm quan trng
ca dch v trong hot ng kinh doanh ca Ngn hng nn chi nhnh cng c
bit quan tm n cng tc pht trin dch v, mnh dn p dng cng ngh v
sn phm dch v hin i. T c nhiu khch hng n giao dch vi Ngn
hng hn. V cc khon thu nhp ny c c ch yu l t hot ng cho vay
ca Ngn hng vi cc khch hng, c bit l khch hng doanh nghip. Th
hai: v chi ph do Ngn hng phi p dng mc li sut cnh tranh thu ht
khch hng v th ba: do nhng nm gn y Ngn hng tp trung vo vic
m rng mng li hot ng, pht trin thm s lng phng giao dch, u t
m rng h thng my ATM, Tuy vic tng chi ph u t hin nay em li
hiu qu cha cao cho Ngn hng, nhng trong khong thi gian ti y, vic
lm ny chng nhng s em li li nhun ln cho Ngn hng, m cn gp phn
thu ht khch hng, nng cao kh nng cnh tranh ca Ngn hng trn th trng.
3.7. THC TRNG KINH DOANH DCH V TH ATM CA NGN
HNG NG CN TH
3.7.1. S lng th ATM pht hnh
Bng 2: S LUNG TH PHT HNH TI NGN HNG NG
CN TH QUA 3 NM 2006 2008
VT: Th
Nm
CH TIU
S lng th
Chnh lch
2006
2007
2008
37.086
60.000 110.000
2007/2006
S th
(%)
22.914
61,79
2008/2007
S th
50000
(%)
83,33
Kt qu bng 2 cho thy, trong 3 nm gn y, s lng th ATM pht hnh

ti Ngn hng ng chi nhnh Cn Th tng cao qua cc nm. C th t nm
2006 n 2007 lng th tng t 37.086 th ln n 60.000 th (tng 61,79% so
nm 2006). n nm 2008 s lng th t 110.000 th (tng 83,33% so nm
2007). V vic s lng th tng c th hin r hn qua biu sau:
Trang 34
Hnh 11: S lng th pht hnh ti Ngn hng ng

Chi nhnh Cn Th
120000
Th
110000
100000
80000
60000
60000
40000
S lng
37086
20000
Nm
0
2006
2007
2008
Thnh qu ny c c do th a Nng ng ngy mt tr thnh mt

thng hiu th c uy tn v c khch hng a chung nht do th c nhiu
tnh nng thun tin cho khch hng s dng v trong 3 nm qua Ngn hng
ng cng rt ch trng chm sc khch hng s dng th, c nhiu chng
trnh khuyn mi m th hp dn cng vi dch v mi tr lng qua ti khon
ca Ngn hng rt pht trin. Do , thu ht c mt s lng khch hng
m th. Chnh v th, cng nh cc ngn hng khc vic a sn phm th ATM
ra th trng ngy cng tng ca Ngn hng ng l hon ton ph hp vi
nhu cu hin nay ca khch hng. Nhn chung, qua hnh 11 s lng th ATM
ca NH mi nm tng gn gp 2 ln so vi nm trc.
iu cho thy hot ng th ca Ngn hng ng pht trin rt
hiu qu v ng vi nh hng "chin lc th" l chin lc ch o ca
Ngn hng.
Trang 35
3.7.2. S lung my ATM v s im POS

Bng 3: S LUNG MY ATM V IM POS CA NGN HNG
NG CHI NHNH CN TH QUA 3 NM 2006 2008
VT: S my
Chnh lch
Nm
CH TIU
2006
2007
2008
2007/2006
+/-
2008/2007
(%)
+/-
(%)
14
27
30
13
92,86
11,11
- S my gi tin trc tip
15
16
66,67
6,67
- S my khng gi tin TT
12
14
140,0
16,67
20
29
32
45,0
10,34
I. Tng s my ATM
II. Tng s im POS
Qua bng s liu trn ta thy s lng my ATM v my POS chp nhn
th ca Ngn hng ng chi nhnh Cn Th qua cc nm u tng. Bi l
im ni tri nht ca my ATM Ngn hng ng l ln u tin ti Vit Nam
khch hng c th gi tin trc tip qua my ATM. iu ny mang li s
thun tin v hi lng cho khch hng s dng, cng l mt yu t gip th ng
thu ht c khch hng. C th cui nm 2008 s my ATM t 30 my
trong s my gi tin trc tip chim 16 my. y l mt con s rt ng k
v trang b mt my ATM vi chc nng ny tn rt nhiu chi ph. Ta thy nm
2006 tng s my ATM ch trang b 14 my v n 2007 con s ny tng ln 27
my (tng 92,86% so vi nm 2006). trong c 15 my c th gi tin trc tip
nhm p ng nhu cu giao dch ca khch hng. Do trong nm ny, s lng
th gia tng rt nhanh trn 60.000 th nn NH lp t nhiu my hn phc
v khch hng tt hn, vic lm ny cng gp phn thu ht mt s lng ln
khch hng m th. Tip tc duy tr tc trn, n nm 2008, c thm 3 my
ATM c Ngn hng lp t, tng 11,11% so vi nm 2007, nng tng s my
n thi im ny ln 30 my. im c bit trong nm ny l s my ATM c
th gi tin trc tip c Ngn hng trang b nhiu hn s my khng th gi
tin trc tip. Hot ng ny nhm p ng yu cu ca khch hng, khch hng
c nhiu a im hn la chn gi tin vo Ngn hng m khng phi trc
tip n Ngn hng.
Trang 36
Vi nhiu tnh nng u vit ca my ATM Ngn hng ng mang li t

chc nng gi tin trc tip qua my, pht ra ging ni hng dn khch hng
s dng th cc my POS ca Ngn hng ng cng c tnh nng ni bt
l khch hng c th dng th rt tin mt ti POS. y cng l mt im
khin th a nng ng khc bit hn cc thng hiu th khc trn th
trng. Ta thy nm 2006, c 20 im POS chp nhn th ng . iu ny cho
thy Ngn hng lun lun tm cch phc v khch hng tt nht, p ng mi
nhu cu ca khch hng. Sang nm 2007, Ngn hng c 9 im POS mi, tng
45% so vi nm 2006. V cho n cui nm 2008 s im POS ch t 32 (tng
10,34% so nm 2007). Tuy s lng im POS trang b thm khng nhiu bng
nm 2007 nhng NH c gng trang b nhiu im POS c th rt tin mt hn
nhm phc v tt hn cho khch hng. Nguyn nhn khin cho s lng im
POS trong nm ny khng nhiu so vi nm 2007 l mt phn do chi ph lp t
ln khong trn 500 USD/my v do n v chp nhn lp t my khng nhiu
ch yu l cc nh hng, khch sn, siu th trong khi s lng khch hng
cc n v ny li khng ln.
3.7.3. Doanh s pht sinh trn ti khon th
Bng 4: DOANH S PHT SINH TRN TI KHON TH
QUA 3 NM 2006 2008
VT: Triu ng
Chnh lch
Nm
CH TIU
Doanh s th
2006
2007
2008
28.604
49.429
89.407
2007/2006
S tin
20.825
2008/2007
(%)
S tin
72,80%
39.978
80,88%
(Ngun: Phng K ton Ngn hng ng chi nhnh Cn Th)
Nhn chung, doanh s th ca ng chi nhnh cn Th tng u qua 3

nm. C th nm 2007 doanh s tng 20.825 triu ng (tng 72,80% so vi nm
2006). Nm 2008 tng 80,88% so vi nm 2007. V vic doanh s th ng
c tc tng nh trn do mt s nguyn nhn sau:
- Trc ht do s lng pht hnh th tng u qua cc nm. Do ngn hng
thc hin chnh sch "mang th n vi khch hng" thu ht khch hng s
dng th. Tuy nhin, ta thy doanh s th qua 3 nm c phn tng nhng tc
Trang 37
tng khng bng s lng th. Do Ngn hng thc hin nhiu chng trnh m
th min ph, gim ph thng nin, ch trng n lng th pht hnh, nhiu
khch hng m th ng do khuyn mi nhng sau khng s dng, gy nn
lng ph v nh hng n doanh s ca th. Do , trong nhng nm ti, Ngn
hng cn ch n vn ny.
- Ngn hng p dng dch v tr lng qua ti khon th tc l mi thng cc
doanh nghip u chuyn lng u n vo ti khon th ca nhn vin ti
Ngn hng nn doanh s pht sinh trn ti khon th tng nhanh.
- Do thi quen thanh ton ca ngi dn c phn ci thin, ngy cng quen
vi vic giao dch khng dng tin mt. V xut hin ca nhiu nh hng, khch
sn, siu th cng vi vic m rng h thng chp nhn th cng lm tng
doanh s.
- Tuy nhin, trong cc giao dch qua th th doanh s rt tin mt l ch yu.
Nn vic thc hin cc bin php tng dn doanh s chuyn khon l iu cn
thit ca Ngn hng. V vai tr ca vic s dng th ATM l mt cng c pht
trin phng thc khng dng tin mt, l mt trong nhng hnh thc huy ng
ngun vn nhn ri ca Ngn hng. Nu dng th rt tin mt th cng c trn
khng cn pht huy c na.
3.8. NHNG THUN LI V KH KHN CA CHI NHNH NGN
HNG TMCP NG CN TH
3.8.1. Thun li
Mi trng bn ngoi
- Thnh ph Cn Th tp trung dn c ng c, s ngi s dng th ngy
cng tng. a s ngi dn nhn thy s tin li cng nh tnh an ton ca
dch v TTKDTM. y cng l mt thun li cho ngn hng thc hin phng
chm Bnh dn ha dch v ngn hng, a cc phng thc thanh ton hin
i ny tr nn gn gi vi mi ngi dn hn.
- Nhng nm gn y, Chnh ph khng ngng to dng v cng c c
s php l cho hot ng TTKDTM. C th l Quyt nh 291/2006/Q-TTg v
n TTKDTM giai on 2006-2010 v nh hng n nm 2020, Ngh nh
s 161/2006/N-CP Quy nh v TTBTM, Quyt nh s 20/2007/Q-NHNN
v Quy ch pht hnh, thanh ton, s dng v cung cp dch v h tr hot ng
Trang 38
th NH, 20/2007/CT-TTg v tr lng qua ti khon cho cc i tng hng

lng t ngn sch nh nc, Nhng quy nh ny v ang to hnh lang
php l thun li cho cc t chc cung ng dch v TTKDTM ni chung, Ngn
hng ng ni ring trong khi thc hin cung cp dch v th ATM ca Ngn
hng.
Mi trng bn trong
- Ngn hng ng chi nhnh Cn Th l ngn hng i u trong vic
trin khai p dng khoa hc cng ngh tin tin vo lnh vc dch v ngn hng.
Vi c s vt cht hin i, khang trang, nm trn trc ng giao thng thun
tin cho vic giao dch ca khch hng.
- i ng cn b nhn vin tr, nng ng, sng to kt hp vi nhng
ngi c kinh nghim cng l mt li th khng nh ca ngn hng. Th a
nng ng c s dng ti hn 900 my giao dch t ng ATM v gn 1500
im chp nhn thanh ton bng th - POS c lp t khp cc tnh thnh.
- C quy giao dch 24/24 phc v khch hng tt c ngy trong tun, to
li th cho Ngn hng trong cuc ua cnh tranh khch hng vi cc Ngn hng
khc trong khu vc.
- Trong nhng nm va qua, Ngn hng ng khng ngng m rng
mng li hot ng. Vi vic lin minh th VNBC, Ngn hng ng c
th m rng hn na mng li ca mnh. Khch hng ca ng c th rt
tin ti nhng my ATM ca Ngn hng khc trong lin minh. iu to
thm nhiu thun li cho khch hng trong vic thanh ton.
3.8.2. Kh khn
Mi trng bn ngoi
- Thi quen thanh ton ca i a s ngi dn hin nay vn cn ph thuc
nhiu vo tin mt. Vic s dng th ATM ca ngi dn ch mang chc nng
rt tin l chnh trong khi chc nng chuyn khon th li s dng khng
nhiu. Thi quen ny chnh l cn tr ln nht trong vic thc hin thanh ton
khng dng tin mt v hn ch kh nng huy ng vn ca Ngn hng.
- Nhng nm gn y, h thng Ngn hng pht trin mnh m vi s
thnh lp ca hng chc cc ngn hng mi. Trn ton a bn thnh ph Cn
Th hin nay c khong gn 30 chi nhnh Ngn hng. Trong khi s lng khch
Trang 39
hng th c gii hn v khch hng li c yu cu ngy cng cao khi h quyt

nh la chn sn phm, dch v s dng. Thm na l yu cu ca tng
nhm khch hng khc nhau cng khc nhau. iu cng to cho Ngn hng
khng t kh khn trong vic pht trin cc dch v thanh ton.
Mi trng bn trong
- C s vt cht ca Ngn hng ng chi nhnh Cn Th tuy c ch
trng pht trin nhng khng ng b. mt s cc phng giao dch c s vt
cht cn thiu thn.
- Mng li thanh ton ca Ngn hng cn hn ch nh h thng chp nhn
th (ATM v POS) cn cha ln khuyn khch cc tng lp dn c s dng
th trn din rng.
3.9. NH HNG PHT TRIN
Vi phng chm chung ca ton h thng Ngn hng ng Bnh dn
ho dch v Ngn hng - i chng ha cng ngh Ngn hng, ng t mc
tiu tr thnh mt Ngn hng a nng mt tp on dch v ti chnh vng
mnh, Ngn hng ng chi nhnh Cn Th ang rt n lc tn dng ngun
lc sn c, pht huy th mnh v khc phc nhng im hn ch thc hin
c 2 mc tiu ln l n nm 2010 a Ngn hng ng tr thnh Ngn
hng tt nht Vit Nam v a sn phm th ng tr thnh thng hiu
th thanh ton hng u Vit Nam.
Trang 40
CHNG 4
PHN TCH CC NHN T NH HNG

4.1. NH GI MC HI LNG CA KHCH HNG V DCH V
TH ATM CA NGN HNG NG CHI NHNH CN TH
M hnh nghin cu
Nh trnh by phn i tng nghin cu v phm vi nghin cu th
m hnh nghin cu ch yu l khch hng ti a bn TP. Cn Th s dng
dch v th ATM ti ngn hng ng . nh gi c mc hi lng ca
khch hng khi s dng dch v th ngy nay c nhiu tiu ch khc nhau nh
gi. Nh trnh by chng 2 th lun vn ch tp trung vo m hnh cht
lng dch ca Parasuraman v c nh gi theo cc phn chnh sau:
- Tng quan v c im khch hng
- Hnh vi ca khch hng khi s dng dch v th ATM
- nh gi v cht lng dch v th ATM (M hnh Parasuraman)
- Nhn xt mc hi lng ca khch hng
+ Mong i ca khch hng khi s dng th
+ Mc hi lng ca khch hng
+ Xu hng trong tng lai ca khch hng khi s dng dch v th
- kin ng gp ca khch hng
Quy trnh m hnh nghin cu
- Bc 1: Xy dng bng cu hi
- Bc 2: Xc nh s lng mu cn thit v thang o cho m hnh nghin cu
Hin nay, theo nhiu nh nghin cu th vic xc nh kch thc mu cha
c xc nh r rng, kch thc mu l bao nhiu v nh th no l ln. Tuy
nhin theo mt s nghin cu th tn i din ca s lng mu c la chn
kho st s thch hp nu kch thc mu l 5 mu cho mt c lng. C th
trong m hnh cht lng dch v (Parasuraman) c cp trong lun vn c 5
nhn t c lp v 21 bin quan st. Do s mu cn thit l 21x 5 = 105 mu
tr ln. V d kin kch thc mu trong m hnh l 110 mu.
Trang 41
nh lng thang o trong nghin cu m hnh. Bng cu hi thit k

bao gm 5 cp t 1 n 5 (t 1 Khng hi lng n 5 Rt hi lng) tm
hiu mc nh gi ca khch hng.
- Bc 3: Trc tip phng vn khch hng
- Bc 4: Tin hnh tp hp v x l s liu
4.1.1. Tng quan v c im ca khch hng
Bng 5: TNG QUAN V C IM CA KHCH HNG
Ch tiu
Gii tnh
Tui
Tnh trng hn nhn
Hc vn
Ngh nghip
Thu nhp
c im
N=110
Nam
N
T 18 n 30
T 30 n 55
Cha lp gia nh
Kt hn cha c con
Kt hn c con nh
Cp Trung hc
Trung cp
Cao ng & i hc
Sau i hc
Hc sinh/ Sinh vin
Cng nhn/ Nhn vin
Cng chc/ Vin chc
T kinh doanh, bun bn
Cn b qun l
Ngh nghip t do
1 n 2 triu
2 n 3 triu
3 n 4 triu
4 n 5 triu
45
65
72
38
69
31
10
12
17
76
5
53
19
5
16
7
10
65
32
9
4
T l
(%)
40,9
59,1
65,5
34,5
62,7
28,2
9,1
10,9
15,5
69,1
4,5
48,2
17,3
4,5
14,5
6,4
9,1
59,1
29,1
8,2
3,6
(Ngun: Kt qu phng vn trc tip 110 khch hng)
Qua phn tch tn s ta c kt qu phn tch m t v c im ca p vin

nh sau:
- V gii tnh v tui: T l n cao hn nam chim 59,1% v tp trung
tui t 18 n 30 (chim 65,5%). iu ny cho thy tui ny, khch hng
kh nhy i vi nhng thay i ca cng ngh mi v nng ng trong vic
tm kim nhng ng dng mi phc v cho cuc sng ca mnh. Cn i vi
nhng ngi ln tui, do h thng rt thn trng, t khi chu chp nhn ri ro v
t dng n th. V vy, Ngn hng ng Cn Th cn tip cn vi i tng
ny, s c nhiu c hi cho vic pht hnh th trong tng lai.
Trang 42
- Tnh trng hn nhn v trnh hc vn: Kt qu phn tch cho thy a

phn khch hng s dng th ch yu l ngi cha lp gia nh (chim 62,7%)
v c trnh hc vn cao t ph thng trung hc tr ln, trong Cao ng v
i hc chim a s (69,1%). iu ny cng d hiu, thng thng ngi c
trnh cao c kh nng tip nhn nhng cng ngh mi nhanh hn, m th
ATM li l mt sn phm cng ngh mi.
- Ngh nghip v thu nhp: Nhn chung cc khch hng s dng th l sinh
vin v cng nhn vin, trong hc sinh, sinh vin chim 48,2%. y cng
chnh l i tng khch hng tim nng rt ln m Ngn hng cn khai thc hn
na. Bn cnh , mc thu nhp ca nhng i tng ny cng kh cao: t 1
triu n 2 triu chim 59,1% nhng i tng ny a s l sinh vin, chi tiu
vn cn ph thuc vo gia nh, phn thu nhp c c l do nhng vic lm
thm em li. Ngoi ra, s lng khch hng c thu nhp cao hn (t 2 triu
ng tr ln) thng l nhng ngi ch doanh nghip nh, mt s ngi c
ngh nghip chuyn mn v cc i tng khc
4.1.2. Hnh vi ca khch hng khi s dng dch v th ATM
4.1.2.1. M t khch hng s dng th ATM ti a bn Thnh ph
Cn Th
Bng 6: TH ATM CA NHNG NGN HNG ANG C S DNG
Ngn hng
Tn s
T l (%)
% so vi tng mu
110
55,3
100,0
Vietcombank
37
18,6
33,6
Agribank
23
11,6
20,9
Sacombank
14
7,0
12,7
Vietinbank
4,0
7,3
BIDV bank
1,0
1,8
ACB
1,0
1,8
Eximbank
0,5
0,9
Techcombank
0,5
0,9
Navibank
0,5
0,9
199
100,0
ng
Tng
Trang 43
Qua bng tng hp kt qu phng vn, trong cc ngn hng pht hnh th
Cn Th, c 4 ngn hng chim phn ln th trng th l: Ngn hng ng
, Vietcombank, Agribank v Sacombank. Trong , th c khch hng s
dng nhiu nht l th a nng ng chim 55,3% trong tng s 199 kin
ca 110 khch hng, k n l Vietcombank chim 18,6%, ngn hng Agribank
c mng li chi nhnh rng khp chim 11,6%. C th ni nhng n lc
marketing ca dch v th ATM ng trong nhng nm qua c kt qu. Bi
l ng l mt trong nhng ngn hng c nhiu ngi bit n thng qua
nhng chng trnh qung b rm r, nhng chng trnh khuyn mi hp dn
nhm thu ht khch hng. S lng khch hng la chn ngn hng ng
chim t l rt cao.
Mt khc, thng qua cuc iu tra phng vn trc tip 110 khch hng s
dng thng xuyn dch v th ATM trong 110 khch hng th c 72 ngi s
dng thng xuyn nht (chim 65,5%), c th bng sau
Bng 7: TH ATM CA NHNG NGN HNG GIAO DCH
THNG XUYN NHT
Ngn hng
Tn s
T l (%)
ng
72
65,5
Vietcombank
21
19,1
Agribank
10
9,1
Vietinbank
2,7
Sacombank
1,8
BIDV bank
0,9
ACB
0,9
Tng
110
100,0
Ngoi th a nng ng ra k n l th ca Vietcombank trong 110

khch hng th c 21 ngi s dng th Vietcombank chim 19,1%. Bn cnh
, s lng ngi s dng th thng xuyn nht ca Ngn hng Agribank
cng kh ln (chim 9,1%), cn li l cc ngn hng khc nh Sacombank,
Vietinbank, BIDV, ACB, iu ny cho thy vi u th l mt trong nhng
ngn hng tin phong trong lnh vc kinh doanh th, trong thi gian qua ng
Trang 44
khng ngng nng cao uy th ca mnh, kt qu l chim mt th phn

rt ln trong th trng th c nc ni chung v ti Cn Th ni ring.
Bng 8: N TNG U TIN CA KHCH HNG V ATM
Ngn hng
Tn s
T l (%)
ng
58
52,7
Vietcombank
34
30,9
Agribank
10
9,1
Sacombank
2,7
Vietinbank
1,8
BIDV bank
1,8
ACB
0,9
Tng
110
100,0
Qua bng thng k trn, c th thy th a Nng ca Ngn hng ng l

loi th c nhiu kh nng cnh trnh nht hay ni khc i thng hiu th a
nng ng rt mnh. C th trong 110 khch hng th c 58 ngi ngh n
th ng (chim 52,7%), tip theo l th Connect 24 ca Ngn hng Ngoi
Thng (chim 30,9%) v th Success ca Ngn hng Nng Nghip (chim
9,1%) cn li l cc Ngn hng khc nh Sacombank, Vietinbank, Tuy nhin
cc ngn hng ny ang n lc u t vo cng ngh th v trong tng lai s l
i th cnh tranh ng gm i vi th ng .
Tm li, qua 2 bng s liu trn, ta thy thng hiu cnh tranh gay gt nht
vi th a nng ng c th k n nh Connect 24 ca Ngn hng Ngoi
Thng, Success ca Agribank, v E-partner ca Ngn hng Cng thng.
Vietcombank l Ngn hng thng mi u tin trin khai dch v th (1993) c
s my ATM c nc l 1100 my ti Cn Th c 33 my, Agribank sn phm
th xut hin vo nm 2003, l Ngn hng c mng li chi nhnh rng khp, k
c cc vng su, vng xa, to iu kin rt thun li cho hot ng kinh doanh
th. C nc c 800 my, ti Cn Th c 12 my v Vietinbank gii thiu th
ATM t nm 2001, c nc c 500 my, ti Cn Th c 7 my.
Trang 45
4.1.2.2. Mc ch khch hng khi s dng th

Bng 9: MC CH S DNG TH CA KHCH HNG
Ch tiu
% so vi tng
Tn s
T l (%)
Rt tin
95
44,4
86,4
Gi tin
58
27,1
52,7
2,3
4,5
Chuyn khon
27
12,6
24,5
Tr lng cng nhn
12
5,6
10,9
Nhn lng qua ti khon th
12
5,6
10,9
Thu chi
1,9
3,6
Chuyn khon qua ti khon TD
0,5
0,9
214
100,0
Thanh ton tin mua hng ha, dv
Tng
mu
Qua mu phn tch cho thy mc ch s dng th ca khch hng ch yu

l rt tin v gi tin. Trong mc ch rt tin chim 86,4% so vi tng
mu, gi tin (chim 52,7% so tng mu), k l chuyn khon (24,5%). Trong
khi tr lng cng nhn v thu chi ch chim 10,9% so vi tng mu, cn li
mc ch s dng th thanh ton tin mua hng ha dch v, chuyn khon
qua in thoi v mc ch khc th chim t l rt thp so vi tng mu phng
vn. y l mt tn hiu khng tt i vi ngn hng thi quen ny chnh l cn
tr ln nht trong vic thc hin thanh ton khng dng tin mt v hn ch kh
nng huy ng vn ca Ngn hng.
Trang 46
4.1.2.3. Ngun thng tin m khch hng bit n th ATM

Bng 10: PHNG TIN TM HIU CA KHCH HNG
Ch tiu
% so vi tng
Tn s
T l (%)
Bn b, ng nghip, hng xm
58
33,0
53,7
Ngi thn trong gia nh
30
17,0
27,8
Bo ch, tp ch
19
10,8
17,6
Nhn vin tip th
19
10,8
17,6
C quan gii thiu
14
8,0
13,0
Truyn hnh truyn thanh
12
6,8
11,1
Mng Internet
14
8,0
13,0
T tm n dch v
10
5,7
9,3
Khc
Tng
176
100,0
mu
Qua bng phn tch, ta thy khch hng tm hiu v dch v th ATM qua hu
ht cc knh thng tin i chng. Tuy nhin, tp trung ch yu qua knh bn b,
ng nghip, hng xm (chim 53,7% so vi tng mu), tip l thng qua
ngi thn trong gia nh (27,8%). iu ny cho thy vic qung b v dch v
th ca ngn hng cn rt km. V lc ny y ngn hng cn quan tm hn na
vic qung b trong di hn. Bi l, khch hng chnh l lc lng marketing tt
nht trong vic qung b sn phm dch v v pht trin dch v th hn na
th ngn hng nn c gng lm hi lng khch hng hn c s mong i ca h.
4.1.2.4. Nhng tiu ch m khch hng quan tm nht khi quyt nh
s dng th ATM
Vi cu hi phng vn khi quyt nh la chn s dng dch v th ATM,
khch hng da trn nhng tiu ch no? V mc quan trng ca tng tiu ch
nh th no?. Mu phn phn tch cho thy khong 6 l do c du khch nh
gi cao: bo m an ton, bo mt thng tin (mean = 4,2455), ngn hng c uy
tn, danh ting (mean = 3,9364), s lng my ATM trn a bn (mean =3,7273
), Mc d dng trong cc th tc (mean = 3,7182), tc phong lm vic ca
nhn vin (mean = 3,6636) v ph trong cc giao dch (mean = 3,5727) (Bng
Trang 47
2.5, Ph lc 2). Vy y l c s quan trng ngn hng pht trin dch v,

ngn hng nn tp trung u t, cung cp thng tin v cc yu t trn mt cch
hu hiu n vi khch hng. Theo hng m bo tt an ton bo mt, to uy
tn cao, cng vi vic m rng mng li my ATM v im POS chp nhn
giao dch ca th.
4.1.2.5. S ln s dng dch v th ATM ca khch hng
Bng 11: MC S DNG TH ATM CA KHCH HNG
(THEO THNG)
Ch tiu
Tn s
T l (%)
T 1 n 5 ln
85
77,3
T 5 n 10 ln
17
15,5
T 10 n 15 ln
5,5
T 15 ln tr ln
1,8
110
100,0
Tng
Mc s dng th ca khch hng trong tng mu kho st ch yu l t 1

n 5 ln/ thng (chim 77,3%), t 5 n 10 ln/ thng (chim 15,5%). y l tn
hiu khng tt i vi ngn hng, chng t dch v th ca ngn hng cha c
s dng thng xuyn. Nguyn nhn ch yu l do thi quen ca khch hng s
dng tin mt trong thanh ton hng ha cn nhiu. Kin thc v thanh ton th
ca ngi dn cn mc thp, h ch xem th nh mt cng c ct gi tin
ch khng phi l phng tin thanh ton khng dng tin mt.
4.1.2.6. Thi gian s dng dch v th ATM ca khch hng
Bng 12: THI GIAN S DNG DCH V TH CA KHCH HNG
Ch tiu
Tn s
T l (%)
8,2
T 6 n 12 thng
16
14,5
T 1 n 2 nm
35
31,8
Trn 2 nm
50
45,5
110
100,0
Di 6 thng
Tng
Trang 48
Thi gian s dng th ca khch hng trong tng mu kho st ch yu l

trn 2 nm (chim 45,5%), t 1 n 2 nm (31,8%), k l t 6 n 12 thng
(14,5%). y l tn hiu tt i vi ngn hng, chng t dch v th ATM ca
ngn hng mt phn no lm hi lng khch hng hn nn vic s dng dch
v mc thi gian lu hn. Tuy nhin nh gi vic thi gian s dng dch v
nhiu hay t, cha khng nh c mc hi lng ca khch hng cng nh
cht lng dch v tt m cn ph thuc vo nhiu yu t khc.
4.1.2.7. a im s dng dch v th ATM ca khch hng
Bng 13: A IM S DNG DCH V TH ATM
Ch tiu
Tn s
T l (%)
Ngn hng chi nhnh
22
20,0
Siu th CoopMart
15
13,6
6,4
66
60,0
110
100,0
Siu th Metro
ng Trn Vn Hoi
Tng
Thng qua mu phn tch cho thy, a s khch hng cho bit h thng s
dng v th ti cc my ATM ng Trn Vn Hoi (60%), Ngn hng chi
nhnh (20%), ti siu th CoopMart (13,6%). iu ny hon ton ph hp vi a
bn thnh ph Cn Th. V ng Trn Vn Hoi l con ng gip 2 ng
chnh l 3 thng 2 v ng 30 thng 4, dn c khu ny tp trung ng c,
c bit l c nhiu sinh vin tp trung khu ny. Tuy nhin, v a im my
giao dch ATM ngn hng cn pht trin thm mng li rng khp nh cc
trng i hc, Cao ng v cc khu nh hng, siu th hn na.
4.1.3. nh gi v cht lng dch v th ATM
Cht lng dch v l mc ph hp ca sn phm dch v so vi cc yu
cu ra hoc nh trc ca ngi mua. V vy, o lng cht lng dch v
thng da trn mi quan h gia nhng mong i v cm nhn thc t ca
khch hng v dch v. Cc nghin cu v phng php o lng v nh gi
cht lng dch v hin nay bao gm nhiu ni dung lin quan n nhng c
im ca dch v v cht lng dch v. Theo m hnh l thuyt Parasuraman
Trang 49
bao gm 5 thnh phn: S tin cy, s p ng, nng lc phc v, s ng cm v

c s vt cht phc v cho dch v th ATM.
S tin cy
Th hin qua kh nng thc hin dch v ph hp v ng thi hn ngay
t ln u tin. Trong m hnh nghin cu thnh phn tin cy c khch hng
nh gi cng nhiu th s tha mn ca khch hng cng cao v ngc li. Hay
ni cch khc, thnh phn tin cy v s tha mn ca khch hng c quan h
cng chiu.
Bng 14: PHN TCH MC NGHA V S CM NHN YU T
TIN CY
S tin cy
TB cng
lch chun Mc CNhn
Mc an ton, bo mt TT
110
3,6182
0,98597
Hi lng
S thun li trong tip cn dv
110
3,4000
0,95974
Hi lng TB
Thi gian x l giao dch
110
3,3909
0,97769
Hi lng TB
Nhn xt chung
110
3,6273
0,71497
Hi lng
Nhn chung khch hng hi lng vi cc yu t tin cy ca dch v th

ATM ng l mc hi lng. Trong , yu t mc an ton, bo mt
thng tin t mc kh hi lng (mean = 3,6182). Kt qu phn tch cho thy
mc an ton v bo mt thng tin c khch hng nh gi kh tt, iu ny
cng kh ng bi l hin nay, Ngn hng c h thng nhn din c vn tay
nn bo mt ca th ATM l bo m. V cho n nay Vit Nam cha thy
trng hp no b mt tin do nguyn nhn c th gi. Trng hp mt th cng
cha b mt tin nu ngi nht c th khng bit c mt m, v nhp sai
mt m ba ln th h thng ATM s gi th v kha ti khon. H thng d liu
c bo v rt nghim ngt, c kim sot nhiu chiu v do nhng ngi trung
thnh vi ngn hng qun l, do vy kh c th can thip hoc ly d liu trn h
thng. Tuy nhin, ngoi mc an ton, bo mt thng tin th yu t s thun li
trong tip cn dch v v thi gian x l giao dch cng c khch hng cm
nhn ch mc hi lng trung bnh.
Trang 50
S p ng
Th hin qua s mong mun, sn sng ca nhn vin phc v cung cp
dch v kp thi cho khch hng. Trong m hnh nghin cu thnh phn p ng
c khch hng nh gi cng cao th s tha mn ca khch hng cng cao v
ngc li. Hay ni cch khc, thnh phn p ng v s tha mn ca khch
hng c quan h cng chiu.
P NG
S p ng
TB cng
lch chun Mc CNhn
Tnh lin kt gia cc NH
110
2,9909
1,16127
HL trung bnh
Loi hnh dch v phong ph
110
3,2000
1,09041
HL trung bnh
Ph lm th mi hp l
110
3,3364
1,12745
Hi lng
Ph trong cc giao dch
110
3,0545
1,07376
HL trung bnh
Li sut trong ti khon cao
110
2,7364
1,11435
HL trung bnh
C trnh khuyn mi hp dn
110
2,8364
1,17721
HL trung bnh
Mc d dng trong th tc
110
3,4818
1,01124
Hi lng
Nhn xt chung
110
3,2364
0,97611
HL trung bnh
Nhn chung khch hng cm nhn vi cc yu t p ng cung cp dch v

th ATM ca Ngn hng ng mc hi lng trung bnh. Trong cc yu t
p ng th c yu t ph lm th mi hp l v mc d dng trong th tc
c khch hng nh gi tt (hi lng). Bi l, tnh ti thi im hin nay th
Ngn hng ng vn cha thu ph lm th v khi khch hng n lm th th
ch vic cung cp mt tm hnh 4x6 v giy photo chng minh nhn dn v trong
vng 24h l c mt tm th ATM trong tay. Trong khi cc yu t khc trong yu
t p ng th c khch hng cm nhn mc hi lng trung bnh nh chng
trnh khuyn mi hp dn, tnh lin kt gia cc ngn hng, li sut trong ti
khon iu cho thy c th pht trin dch v th tt hn ngn hng cn
ch trng hn n cc yu t trong vic cung ng dch v mt cch nhanh
chng.
Trang 51
Nng lc phc v
Th hin qua trnh chuyn mn v cung cch phc v lch s, nim n
vi khch hng. Trong m hnh nghin cu thnh phn nng lc phc v c
khch hng nh gi cng cao th s tha mn ca khch hng cng cao v ngc
li. Hay ni cch khc, thnh phn nng lc phc v v s tha mn ca khch
hng c quan h cng chiu.
NNG LC PHC V
Nng lc phc v
TB cng
lch chun Mc CNhn
Mc chuyn nghip ca NV
110
3,2545
0,97147
Hi lng
Tnh kp thi trong phc v
110
3,1455
0,98462
Hi lng TB
Tc phong lm vic ca NV
110
3,3273
1,05020
Hi lng
Gii quyt cc vn ca KH
110
3,2909
1,02577
Hi lng
Nhn xt chung
110
3,4818
0,89578
Hi lng
Qua bng phn tch cho thy khch hng nh gi chung v yu t phc v
ca dch v th ATM ng mc hi lng. iu ny cho thy ngun nhn
lc phc v cho dch v th ATM ti ngn hng ng tng i tt. iu ny
cng ph hp bi l Ngn hng ng c mt i ng cn b lm cng tc th
tr trung, nng ng, ham hc hi. Tuy kinh nghim cha nhiu nhng vi sc
tr v c s quan tm o to ca Ban lnh o Ngn hng, b phn cn b th
c c hi y nhanh vic pht trin kinh doanh th ca Ngn hng trong tng
lai. y mnh cng tc pht hnh th, khng ch cn s n lc ca cc cn b
th m i hi s quan tm ca ton th nhn vin Ngn hng. Ngun nhn lc
ca Ngn hng s l mt lc lng nhn vin pht hnh th rt tim nng v mi
nhn vin u c rt nhiu mi quan h v t ngoi nghip v chnh ang thc
hin, mi nhn vin u c th l nhn vin pht trin th nghip d.
Trang 52
S ng cm
Th hin s quan tm, chm sc n tng c nhn, khch hng. Trong m
hnh nghin cu thnh phn ng cm c khch hng nh gi cng cao th s
tha mn ca khch hng cng cao v ngc li. Hay ni cch khc, thnh phn
ng cm v s tha mn ca khch hng c quan h cng chiu.
NG CM
Yu t ng cm
TB cng lch chun Mc CNhn
K nng giao tip ca NV
110
3,2182
1,06126
Hi lng
S quan tm ca NV i vi KH
110
3,0273
1,09594
HL trung bnh
Nhn xt chung
110
3,1364
0,99979
HL trung bnh
Bng phn tch cho thy, khch hng nh gi chung v yu t ng cm v

dch v th ATM ti ngn hng ng l mc hi lng trung bnh. Trong ,
yu t k nng giao tip ca nhn vin c khch hng nh gi hi lng nhng
v yu t s quan tm ca nhn vin i vi khch hng li c nh gi mc
hi lng trung bnh. Do , lc ny y ngn hng cn quan tm hn na yu t
cng ng trong pht trin dch v th hn. V trc tin phi nhn nhn 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.
Cc yu t hu hnh
Th hin qua ngoi hnh, trang phc ca nhn vin, cc trang thit b phc
v cho dch v. Trong m hnh nghin cu thnh phn phng tin hu hnh
c khch hng nh gi cng cao th s tha mn ca khch hng cng cao v
ngc li. Hay ni cch khc, thnh phn phng tin hu hnh v s tha mn
ca khch hng c quan h cng chiu.
Trang 53

HU HNH
Yu t hu hnh
TB cng lch chun Mc CNhn
Mc hin i ca my ATM
110
3,4727
0,96459
Hi lng
S lng my ATM trn a bn
110
3,0818
1,08477
HL trung bnh
Ngoi hnh nhn vin phc v
110
3,2636
0,98314
Hi lng
Trang phc nhn vin phc v
110
3,3909
1,03246
Hi lng
V tr giao dch thun li
110
3,3636
0,96477
Hi lng
Nhn xt chung
110
3,5182
0,86451
Hi lng
Qua bng thng k trn c th thy khch hng hi lng i vi yu t hu

hnh ca dch v th ATM. Tuy nhin, yu t s lng my ATM trn a bn
mc hi lng trung bnh. iu ny cng ph hp vi phn tch ban u v
hin trng a im my ATM trn a bn l cn b sung thm mt s ni
thun tin giao dch cho khch hng nh cc trng i hc, Cao ng, khu
trung c Ngoi yu t ny, cc yu t cn li ca yu t hu hnh c khch
hng nh gi hi lng. Bi l, Ngn hng ng l mt trong nhng Ngn
hng i tin phong trong vic u t pht trin cng ngh cao, mang li cc tin
ch hin i v tin li cho ngi s dng v loi my c nhng tnh nng rt u
vit nh nhn tin gi trc tip, mn hnh ATM cm ng, c ging ni hng
dn ngi s dng. iu ny lm nn s khc bit ca ng so vi cc Ngn
hng khc.
4.1.4. Nhn t nh hng n cht lng dch v th ATM
M t cc bin trong m hnh
Y : nh gi ca khch hng v cht lng dch v th ATM, nhn 2 gi
tr (0: khng hi lng; 1: hi lng)
X1: Yu t tin cy
X2: Yu t p ng
X3: Yu t phc v
X4: Yu t ng cm
X5: Yu t hu hnh
Trang 54
Bng 19: KT QU M HNH LOGISTIC V CC YU T NH

HNG N CHT LNG DCH V TH CA NGN HNG
Bin gii thch
95.0% C.I.for EXP(B)
S.E
Sig.
Exp(B)
Yu t tin cy
1,414
0,556
0,011
4,114
1,385
12,221
Yu t p ng
0,531
0,273
0,052
1,701
0,996
2,905
Yu t phc v
0,761
0,421
0,071
2,141
0,938
4,888
Yu t ng cm
-0,264
0,284
0,565
0,768
0,440
1,339
Yu t hu hnh
0,812
0,381
0,033
2,252
1,066
4,756
Constant
-13,13
3,244
0,000
0,000
Sig.
0,000
-2log likelihood
97,042
Cox & Snell R2
0,238
Nagelkerke R2
0,347
Lower
Upper
* H s trong m hnh:
Sig.(Observed significance level) hay cn gi l P-value: l mc ngha
quan st
-2LL (-2log likelihood): o lng ph hp tng qut ca m hnh
Binary Logistic. V gi tr -2LL cng nh cng th hin ph hp cao.
Exp(B): tc l eB hay gn bng 2,714B din dch ngha ca bin.
Qua bng thng k trn ta c th kt lun mt cch tng qut sau:
Kt qu phn tch cho thy Sig.F = 0,000 ngha l tt c cc bin gii thch
trong m hnh c ngha v mt thng k. V c h s tng quan ca cc bin
trong thang o gii thch s nh hng ca chng n cht lng dch v th
ATM, vi mc ngha 5% v 10%.
Qua bng s liu ta thy bin yu t ng cm (Sig.F = 0,565) ln hn rt
nhiu so vi mc ngha 5% v 10%. Nn bin ny khng c ngha v mt
thng k hay ni khc i yu t ng cm b loi khi m hnh nghin cu.
nh hng ca tng nhn t n cht lng dch v th ATM ngn hng
ng theo m hnh phn tch nh sau:
Trang 55
- Khi yu t tin cy c khch hng nh gi cao hn 1 n v trong thang

o th khch hng nh gi cht lng dch v th tt hn 4,1 ln (vi mc
ngha 10%).
- Khi yu t p ng c khch hng nh gi cao hn 1 n v trong
thang o th khch hng nh gi cht lng dch v th tt hn 0,99 ln (vi
mc ngha 10%).
- Khi yu t phc v c khch hng nh gi cao hn 1 n v trong
thang o th khch hng nh gi cht lng dch v th tt hn 2,1 ln (vi mc
ngha 5%).
- Khi yu t hu hnh c khch hng nh gi cao hn 1 n v trong
thang o th khch hng nh gi cht lng dch v th tt hn 2,2 ln (vi mc
ngha 5%).
Tm li, 4 yu t tin cy, p ng, phc v v hu hnh u nh hng n
cht lng dch v th ATM ngn hng ng . Nhng tc ng mnh nht n
cht lng dch v l yu t tin cy (Sig. = 0,011, vi mc ngha 5%). V iu
ny hon ton hp l vi thc t, Trong hot ng dch v ca ngn hng, thch
thc ln nht i vi tt c cc Ngn ngn l to c s tin tng khch hng.
Bi vi dch v th ATM, khch hng thng lo ngi v nn n cp thng tin,
cc s c an ninh mng, dch v khch hng t i Tuy nhin, Qu trnh to
dng lng tin ca khch hng tt nhin l mt cu chuyn di v khng d dng
g. Bi v lng tin khng th t c n gin nh kt qu ca mt chin dch
marketing t tin. ng hn, l mt cm gic phi c nui dng thng
xuyn v lin tc. Tm li, s tin cy l kh nng thc hin dch v ph hp v
ng thi hn ngay t ln u c th lm tng thm cht lng dch v hoc cng
c th s lm gim cht lng dch v.
Cht lng yu t mc an ton, bo mt thng tin cng cao th li th
cnh tranh ca ngn hng cng ln. Do , duy tr v pht trin quan h vi
khch hng hin ti cng nh khch hng trong tng lai, cc ngn hng ni
chung, Ngn hng ng chi nhnh Cn Th ni ring cn phi khng ngng
nng cao cht lng bo mt thng tin dch v ca mnh.
Trang 56
4.1.5. Kim nh mi quan h gia s hi lng vi yu t cht lng ca

dch v th ATM
M t cc bin trong m hnh
Y: S hi lng ca khch hng (0: khng hi lng, 1: hi lng)
X1: Gii tnh
X2: tui
X3: Tnh trng hn nhn
X4: Thu nhp
X5: Hc vn
X6: Ngh nghip
X7: Cht lng dch v
Trong cc bin t X1 n X7 nhn gi tr t 1 n 5 (1: Rt khng hi lng,
2: Khng hi lng, 3: Hi lng trung bnh, 4: Hi lng, 5: Rt hi lng). Do bin
Y l bin nh phn nn s dng phng php hi quy logistic nh nguyn kim
nh mi quan h gia s hi lng vi yu t nhn khu ca khch hng.
Bng 20: KT QU M HNH LOGISTIC V CC YU T
NH HNG N S HI LNG CA KHCH HNG
Bin gii thch
S.E
Sig.
Exp(B)
Gii tnh
-0,399
0,545
0,464
0,671
0,231
1,951
tui
-1,450
0,949
0,126
0,234
0,036
1,506
T trng hn nhn
0,760
0,660
0,284
2,027
0,556
7,390
Thu nhp
-0,525
0,428
0,221
0,592
0,256
1,370
Hc vn
0,235
0,431
0,644
1,625
0,467
3,425
Ngh nghip
0,073
0,178
0,686
1,075
0,758
1,525
Cht lng DV
1,510
0,402
0,000
4,525
2,059
9,948
Constant
-3,021
3,358
0,368
0,049
Sig.
0,000
-2log likelihood
94,096
Cox & Snell R2
0,258
Nagelkerke R2
0,377
Lower
Upper
Trang 57
* H s trong m hnh:
Sig.(Observed significance level) hay cn gi l P-value: l mc ngha
quan st
-2LL (-2log likelihood): o lng ph hp tng qut ca m hnh
Binary Logistic. V gi tr -2LL cng nh cng th hin ph hp cao.
Exp(B): tc l eB hay gn bng 2,714B din dch ngha ca bin.
Kt qu phn tch cho thy Sig.F = 0,000 ngha l tt c cc bin gii thch
trong m hnh c ngha v mt thng k. V c h s tng quan ca cc bin
gii thch s nh hng ca chng n s hi lng chung ca khch hng, vi
mc ngha 5% v 10%.
Qua bng phn tch ta thy ch c bin cht lng dch v (Sig.F = 0,000 c
ngha v mt thng k, tc l c Sig nh hn 5%. Do , cc bin cn li b
loi b khi m hnh nghin cu.
nh hng ca nhn t n s hi lng chung theo m hnh phn tch nh
sau
- Khi cht lng dch v c khch hng nh gi cao hn 1 n v trong
thang o th xc sut khch hng hi lng v cht lng dch v th tt hn 4,5
ln, vi mc ngha 5%.
Qua m hnh nghin cu, bin Y l mt bin nh phn cho bit khi no xy
ra hoc khng xy ra mt s kin. V s kin y l s hi lng ca khch
hng khi s dng dch v th ATM ngn hng ng Cn Th. Xt bin X7
(cht lng dch v) cng ln th xc sut xy ra s kin tc l Y tin v 1 cng
ln (1: hi lng). C th hn nu X7 tin gn v gi tr ln nht ca n l 5 th lc
ny Y s tin dn v gi tr l 1. Hay ni khc i, kt qu nghin cu ch ra rng
cht lng m khch hng cm nhn c c nh hng rt ln n s hi lng
ca khch hng khi h s dng dch v.
Trang 58
4.1.6. nh gi s hi lng ca khch hng

4.1.6.1. Mong i ca khch hng
Qua kt qu phn tch bng 21 cho thy khi giao dch vi NH, khch hng
mong i nhng vn sau
- Li sut trong ti khon v ph trong cc giao dch: y l yu t khch
hng t hi lng nht khi s dng dch v th ATM ti Ngn hng. Khch hng
mong mun ngn hng c chnh sch gi c hp l v li sut cnh tranh h
cm thy nhng g mnh b ra l hp l v tha ng. Do ngn hng cn c
chnh sch mc li sut hp dn ngang bng li sut th trng hay p dng chin
lc khuyn mi hp dn b p phn chnh lch li sut.
- Tnh lin kt gia cc Ngn hng: Khi th trng th ATM pht trin, th
vic th ca NH no ch dng c trong h thng my ATM ca NH lm
hn ch hiu qu v tin ch cho ngi s dng, hn ch tc pht hnh v
thanh ton bng th. Bi vy, khch hng cng mong mun ngn hng nn ni
mng s dng chung h thng my ATM gia cc NH thng mi Vit Nam
ang c xu hng tng. Tt c v s pht trin chung ca th trng th Vit Nam
v s vn minh v thanh ton khng dng tin mt trong nn kinh t. Do ngn
hng cn ci thin yu t ny hn na.
- S lng my ATM trn a bn: Khch hng cng mong i ngn hng
m rng mng li my ATM. khch hng thun tin trong vic s dng dch
v th hn v ngy nay, vic m rng mng li my ATM tin tin l iu hp
l vi xu hng pht trin trong nc. Bi l, s lng th AMT ang tng rt
nhanh. Hn na, Nh nc c quy nh tr lng cho cng chc thng qua ti
khon ATM. V th nhu cu giao dch qua th ca khch hng cng t tng
theo. Do , i vi vn ny, ty vo ngun lc ngn hng c th ci thin s
lng my ATM trn a bn ngy cng qui m hn.
- Tnh kp thi trong phc v v s quan tm ca NV i vi KH: Khch
hng cng mong mun ngn hng thc hin giao dch nhanh chng, thi gian
ngi ch n lc giao dch thp cng nh khi c vn trong qu trnh s
dng th khch hng cng mun c s quan tm ca nhn vin ngn hng v
kh nng gii p vn ca nhn vin nhanh Do , khi xy dng chin lc
Trang 59
marketing v pht trin, ngn hng cn ch n nhng nhu cu ca khch hng

p ng ng mong i ca h.
4.1.6.2. Mc hi lng ca khch hng
Hi lng khch hng l nh ga ca khch hng v mt sn phm hay dch
v p ng c nhng nhu cu v mong i ca khch hng. Tuy nhin,
thy r hn v mc hi lng cng nh khng hi lng ca khch hng v dch
v th ATM i vi tng tiu ch c th nh th no, ta s xem xt qua bng s
liu c tng hp trong bng 21. Nghin cu ny da vo cc yu t trong
thang o cht lng dch v Parasuraman o lng. V tng hp da vo t l
khch hng nh gi mc hi lng tr xung. C th hn l qua vic cng ct 1
(rt khng hi lng), ct 2 (khng hi lng) v ct 3 (hi lng trung bnh) thy
c t l khng hi lng ca khch hng. Thng qua bng phn tch ta thy, yu
t Li sut trong ti khon cao (66,3% tng s mu), Chng trnh khuyn
mi hp dn (59,1% tng s mu), Tnh lin kt gia cc ngn hng (54,5
tng s mu) v yu t Ph trong cc giao dch, S quan tm ca nhn vin
i vi khch hng (55,5% tng mu), S lng my ATM trn a bn
(58,2%). Tt c kin trn cho thy khch hng ngy nay quan tm nhiu n
cht lng v cung cp nhiu dch v phong ph Do , ngn hng cn phi
quan tm hn na v nhng cm nhn ca khch hng. Bi l, khch hng l i
tng m ngn hng phc v v l yu t quyt nh s thnh cng hay tht bi
ca ngn hng.
Trang 60
Bng 21: MC HI LNG CA KHCH HNG I VI CC YU T TRONG

THANG O CHT LNG DCH V
Mc hi lng
Cc yu t
Mc an ton, bo mt TT
Ph lm th mi hp l
Chng trnh khuyn mi hp dn
Mc hin i ca my ATM
Rt khng HL
(20 im)
Tn s
(%)
2
1,8
4
3,6
2
1,8
11
10,0
3
2,7
6
5,5
6
5,5
12
10,9
13
11,8
3
2,7
6
5,5
5
4,5
7
6,4
6
5,5
6
5,5
8
7,3
4
3,6
9
8,2
5
4,5
6
5,5
2
1,8
Khng hi lng
(40 im)
Tn s
(%)
12
10,9
18
16,4
23
20,9
35
31,8
37
33,6
25
22,7
37
33,6
46
41,8
42
38,2
19
17,3
18
16,4
27
24,5
18
16,4
20
18,2
26
23,6
35
31,8
13
11,8
26
23,6
22
20,0
17
15,5
22
20,0
Hi lng TB
(60 im)
Tn s (%)
34 30,9
25 22,7
25 22,7
14 12,7
15 13,6
19 17,3
17 15,5
15 13,6
10
9,1
24 21,8
33 30,0
29 26,4
26 23,6
28 25,5
24 21,8
18 16,4
32 29,1
29 26,4
27 24,5
25 22,7
30 27,3
Trang 61
Hi lng
Rt hi lng
(80 im)
(100 im)
Tn s (%) Tn s (%)
40 36,4
22
20,0
56 50,9
7
6,4
50 45,5
10
9,1
44 40,0
6
5,5
45 40,9
10
9,1
46 41,8
14
12,7
45 40,9
5
4,5
33 30,0
4
3,6
40 36,4
5
4,5
50 45,5
14
12,7
48 43,6
5
4,5
45 40,9
4
3,6
50 45,5
9
8,2
48 43,6
8
7,3
46 41,8
8
7,3
44 40,0
5
4,5
49 44,5
12
10,9
39 35,5
7
6,4
51 46,4
5
4,5
52 47,3
10
9,1
46 41,8
10
9,1
Tng
cc ct
(1), (2)
& (3)
43,6
42,6
45,5
54,5
49,9
45,5
54,6
66,3
59,1
41,8
51,9
55,4
46,4
49,2
50,9
55,5
44,5
58,2
49,0
43,7
49,1
Thng qua m hnh nghin cu nh tnh, c th da vo m hnh M hnh

l thuyt v CSI trong lnh vc ngn hng kt hp vi cc yu t trong thang o
ca m hnh cht lng dch v (Parasuraman). T ta xc nh c cc yu
t c trng cn phi o lng xc nh c mc hi lng cng nh
khng hi lng ca khch hng v dch v th ATM ca Ngn hng ng . V
cc yu t ny c lng ha thng qua thang Likert bao gm 5 la chn. Sau
y l bng tng kt im trung bnh (thang im 100) v s hi lng
Bng 22: TNG KT IM TRUNG BNH V S HI LNG
Cc yu t
im trung bnh
Mc an ton, bo mt TT
72,36
68,00
67,82
59,82
64,00
Ph lm th mi hp l
66,72
61,09
54,73
Chng trnh khuyn mi hp dn
56,72
69,63
65,09
62,90
66,54
65,81
64,36
60,54
Mc hin i ca my ATM
69,45
61,63
65,27
67,81
67,27
Tng
64,65
Trang 62
Qua bng s liu trn, ta thy im s trung bnh v s hi lng ca khch

hng v dch v th ATM ca Ngn hng ng chi nhnh Cn Th l 64,65.
iu ny cho thy hin ti sn phm th ATM ca Ngn hng vn cha thc s
c nhng khc bit ln so vi cc ngn hng khc trn th trng.
Trong thi gian qua cng nh hin nay, ni dung qung co trn cc
phng tin thng tin i chng ca cc ngn hng thng mi trong nc c
tp trung cho cung ng cc tin ch dch v th cho khch hng. i vi cc ngn
hng thng mi, tm thi cha thu ph s dng th nhng li ch em li l thu
ht tin gi khng k hn trn ti khon vi li sut thp. thc hin mc
tiu pht trin dch v th, cng vi nghip v y mnh tip th, tuyn truyn
qung co, cc ngn hng thng mi cng tng cng u t my mc thit
b chng trnh phn mm, cn b, o to cn b, cho nn Ngn hng ng
cn c nhiu ci thin hn na trong chin lc tha mn khch hng qua dch
v th ATM. Cng vi bng thng k trn Ngn hng cn tng lng khch hng
rt hi lng hn na bng cch ci thin cc yu t trc mt sau:
- Tnh lin kt gia cc ngn hng (59,82)
- Li sut trong ti khon (54,73)
- Chng trnh khuyn mi hp dn (56,72)
- S lng my ATM trn a bn (61,63)
y l cc yu t m Ngn hng ng c th gii quyt nhanh trc tin
thu ht thm lng khch hng tim nng ngy cng tng trn th trng.
4.1.6.3. Xu hng trong tng lai ca khch hng v dch v th ATM
Bng 23: KIN KHCH HNG V CUNG CP DCH V
Ch tiu
Tn s
T l (%)
% so vi tng
mu
Thanh ton tin trc tip
49
27,4
44,5
S dng np tin in thoi
57
31,8
51,8
Gi tin trc tip qua my ATM
43
40,8
66,4
Tng
179
100,0
Nhn vo kt qu phn tch ta thy c hn phn na kin cho rng Ngn

hng cn nhanh chng cung cp dch v gi tin trc tip qua my ATM (chim
Trang 63
66,4 % so vi tng mu). Ngoi ra yu t cung cp dch v s dng np tin qua

in thoi (51,8% so vi tng mu) v thanh ton tin trc tip (44,5%) cng
c khch hng quan tm rt cao. V khch hng mong mun c s dng
thm nhng tin ch khc ca th bn cnh chc nng chnh hin nay l rt tin
mt, khch hng mun c s dng th thanh ton tin hng khi i siu th,
mun c nhng thng tin v ti khon th ca h thng qua in thoi di ng
hay qua internet, hay ni cch khc l h mun ngn hng b sung nhiu gi tr
gia tng cho sn phm th hn na c th la chn s dng loi th ph hp
Bng 24: NH GI LNG TRUNG THNH CA KHCH HNG
I VI TH ATM NG
Ch tiu
Tn s
T l (%)
Vn tip tc s dng dch v th ATM ca ng
90
81,8
S i sang dng th khc
20
18,2
Tng
110
100,0
Mt trong nhng yu t gp phn to thm s thnh cng ca ngn hng

l vic nh gi c mc hi lng ca khch hng i vi dch v m ngn
hng cung cp c bin php hon thin hn na. Bn cnh ngn hng
cng khng nn qun i vic nm bt nhu cu ca khch hng trong hin ti v
tng lai thy c nhng xu hng ca khch hng m ngn hng s p
ng. Do vy m vic tm ra xu hng trong tng lai ca khch hng v th
ATM l iu rt quan trng.
Qua bng kt qu phn tch ta thy trong 110 khch hng c phng vn
th c 90 khch hng tip tc s dng th ng (chim 81,8%). y l tn hiu
cha tt i vi ngn hng v vy lc ny y ngn hng cn phi ch hn
trong vic u t ci tin cht lng ca dch v th nhm thu ht thm lng
khch hng tim nng mi v cng nhm gi chn nhng khch hng thn thit
hin c ca mnh.
Ngoi ra, vic cn quan tm hn na l ngn hng cn ch ti l vic
khch hng c th m thm th s dng trong tng lai. C th bng sau
Trang 64
Bng 25: KIN CA KHCH HNG V VIC M TH

Ch tiu
Tn s
T l (%)
22
20,0
ACB
1,8
Agribank
4,5
BIDV
0,9
Eximbank
0,9
Namvietbank
0,9
Sacombank
1,8
Vietcombank
8,2
Vietinbank
0,9
- Khng m thm th
88
80,0
Tng
110
100,0
- M thm th
Qua bng s liu trn ta thy khch hng khng m th (chim 80%) l do
khch hng quen s dng vi dch v th ATM ca ng v khng mun
i sang ngn hng khc. V s khch hng tng li s m thm th khc
(chim 20%) trong s la chn m thm th ngn hng Vietcombank
(8,2%), ngn hng Agribank (4,5%). iu ny cho thy mt du hiu tt v
khch hng tim nng m ngn hng ang vn ti.
Tm li, theo kt qu nghin cu trn thng qua vic nh gi lng trung
thnh ca khch hng cng vi vic kho st nh m thm th. C th thy r
khi khch hng gn b vi NH cng lu th chng t h tn nhim ngn hng v
hi long v NH nhiu hn so vi nhng khch hng mi. Hn na khi khch
hng s dng dch v NH cng lu th h s cng hiu r hn v NH v c mi
quan h thn thit vi NH.
Tuy nhin, mt khi khch hng giao dch vi nhiu NH th h s la chn
v so snh hn vi khch hng giao dch vi mt s t NH v do s hi lng
cng d dng gim st. Ngy nay, do cc NH ra i nhiu hn v khch hng
cng c nhiu la chn hn. y l iu kin thun li cho khch hng nhng li
em n nhiu p lc cho NH trong vic cung cp dch v ca mnh.
Trang 65
Hn ch ca chng 4
Tuy kho st kin khch hng c ngha trong nh gi mc hi lng
ca khch hng khi s dng th. Nhng trong thc t kho st v x l s liu
gp phi mt s hn ch sau:
Do hn ch v thi gian v kinh nghim, ti ch thc hin tp trung phn
phi mu theo vng, cha ch trng n vic phn phi mu theo nhng yu t
khc nh: tui, gii tnh, c th hn.
Kho st ch tp trung vo khch hng c nhn nn cha th nh gi tng
qut v ton b khch hng giao dch ti Ngn hng ng Cn Th.
Nghin cu chn mu cha cao (phi xc sut) nn tnh i din cn thp,
kh nng tng qut ha cho m ng cha cao.
Mc tiu chnh ca nghin cu l nh gi mc hi lng ca khch hng
khi s dng dch v th, nn m hnh nghin cu ch xem xt tc ng ca yu t
cht lng dch v n s tha mn ca khch hng. C th c nhiu yu t khc
tc ng n s tha mn ca khch hng nh hnh nh doanh nghip, gi tr
khch hng, cha c cp trong nghin cu.
Trang 66
CHNG 5
MT S GII PHP NNG CAO HIU QU DCH V TH ATM

TI NGN HNG TMCP NG CN TH
5.1. Tn ti v nguyn nhn
Mt trong nhng kh khn ln trong vic pht trin dch v th l tm l a
chung tin mt trong tiu dng t lu tr thnh thi quen tiu dng ca ngi
dn. ng thi hnh thc tr lng qua ti khon vn cha c pht trin mnh.
Chnh v th ngi dn Vit Nam hin ti rt him khi ngh n mt loi hnh
thanh ton hin i khng dng tin mt.
Trnh dn tr v hiu bit ngi dn v cc thnh tu khoa hc cng ngh
khng cao. Trong tm l ngi dn, n ngn hng ch c cc doanh nghip v
giao dch phi hng trm triu ng, hng t ng, m khng phi l vi triu
ng nn a phn xa l vi cc dch v ngn hng. Nn ngi dn vn cha xem
dch v th l mt phng tin thanh ton ph thng.
Nhn chung, s lng cc c s chp nhn th tuy c tng qua cc nm.
Nhng v bn cht, cc c s chp nhn th vn a phn l cc c s tip xc vi
cc khu vc thnh th trung tm ln m cha quan tm n cc khu dn c,
trng hc nhiu nn vic a dch v th n tt c ngi dn cn cha cao.
Tuy s lng pht hnh th nhiu nhng s lng khch hng giao dch
khng nhiu. c bit l th ATM ng hin ang c s dng ch i vi
ngi Vit Nam.
ng thi khch hng cha hiu ht v cc tnh nng ca th, cha bit ht
v cc dch v th ATM m ngn hng ng cung cp. Nguyn nhn do dch
v mi c pht trin trong thi gian gn y nn cha sp xp c b phn
nhn vin hng dn c th cho khch hng v cch qun l, s dng th.
Ngoi ra, t cng on sn xut th cho n cc nghip v thanh ton th
u i hi ngn hng phi c cc trang thit b hin i. Bi gi mi my ATM
khong 20.000 - 30.000 USD, gi my POS khong 800 - 900 USD. Chnh v
vy, vic m rng mng li my ATM v POS cn ang kh khn i vi hu
ht ngn hng ni chung v Ngn hng ng Cn Th ni ring.
Trang 67
5.2. kin ng gp ca khch hng

Bng 26: KIN NG GP CA KHCH HNG V PHT TRIN
DCH V TH ATM NGN HNG NG CN TH
Ch tiu
Tn s
T l (%)
Gii quyt cc vn khch hng kp thi
5,5
Gim chi ph lin ngn hng
2,7
Hn ch thi gian bo tr
0,9
Khng thu ph khi chuyn khon
2,7
Khng thu ph thng nin
7,3
Lin kt th trong cc ngn hng
7,3
Mng li ATM gn lin tuyn du lch
2,7
M rng mng li chp nhn POS
4,5
M rng mng li ATM
31
28,2
M thm nhiu dch v
0,9
Mc phc v ca nhn vin
0,9
Nng cao cht lng my ATM
5,5
Nng cao li sut trong ti khon
2,7
Tng mc bo mt
0,9
Thanh ton tin hc ph
4,5
10
9,1
Thi gian x l dch v nhanh
7,3
6,4
110
100,0
Tng
Qua bng phn tch ta thy kin khch hng v m rng mng li my
ATM l nhiu nht (chim 28,2% ), k l cung cp dch v thanh ton tin
trc tip (9,1%), cng nh cn cung cp thm dch v lin kt th trong cc ngn
hng, v tr giao dch thun li, m rng mng li my POS Vi nhng kin
ng gp lun vn a ra mt s gii php hon thin dch c th ATM ng
Cn Th.
Trang 68
5.3. Gii php nng cao s hi lng ca khch hng s dng dch v th
ATM ngn hng ng Cn Th
T nhng kin ng gp ca khch hng v nhng g nghin cu cc
chng trn cho thy ngn hng cn rt nhiu vic cn lm t nhng mc
tiu m ngn hng ra. Do , cn c mt s gii php tng qut sau:
5.3.1. Gii php v k thut cng ngh
Vic u t cho k thut cng ngh c ngha ht sc quan trng trong vic
pht trin dch v th hin nay, y cng l chin lc nhm em li hiu qu
cao. Trnh cng ngh l yu t quyt nh n cht lng dch v th v l
nhn t quan trng trong vic cnh tranh vi cc ngn hng thng mi khc.
ng thi th hin mc an ton v bo mt thng tin t to nim tin cho
khch hng thm.
5.3.2. Gii php v nng cao nng lc qun l v pht trin ngun nhn
lc
K thut cng ngh pht trin nhng khng c i ng cn b cng nhn
vin c trnh chuyn mn p ng th cng khng th pht trin tt dch v
th c. Do , cn trang b cho nhn vin vn ngoi ng thnh tho kt hp
vi vic b sung kp thi nhng cn b tr v c nng lc phm cht tt lm
nng ct cho t chc nhn s ca trung tm th Ngn hng ng Cn Th.
ng thi, cng t khng ngng thng xuyn nng cao trnh nghip v
th ca nhn vin v t chc cc kha tp hun v cc k nng nghip v thanh
ton th.
5.3.3. Gii php m rng mng li c s chp nhn th
Ngn hng ng Cn Th cn phi tng nhanh mng li my ATM v
c s chp nhn thanh ton th (POS). V s lng chp nhn th cng l mt
trong nhng yu t quan trng nhm thc y mnh doanh s thanh ton cng
nh s th pht hnh. Nhng c nhiu ni chp nhn th l mt vn cn
xem li. Bi l, u t cho cc thit b ny qu mc, mi my ATM khong
20.000 - 30.000 USD, gi my POS khong 800 - 900 USD. Do , m rng
mng li chp nhn th, iu quan trng l ngn hng phi lm cho cc c s
chp nhn th cn n ngn hng. Ngn hng nn cho cc c s ny nhng u
i trong hot ng giao dch vi ngn hng nh cc hot ng cho vay, thanh
Trang 69
ton khi thy rng nhng u i ny em li hiu qu thit thc cho cc c s

chp nhn th, t cc c s khc cng s t nguyn mun tham gia vo mng
li ny.
5.3.4. Gii php hn ch ri ro trong thanh ton th
Ngn hng nn o to i ng nhn vin c trnh cao, kp thi pht hin
nhng sai st hay la o. V hng dn cho ch th v cc c s chp nhn th
hiu bit cc iu kin trong hp ng m th v cch s dng th an ton, lu
gi ha n khi thanh ton hng ha dch v, th tc lin h vi Ngn hng khi
th b mt cp hay tht lc. Cn b pht hnh th phi kim tra, xc minh cc
thng tin pht hnh th v cc thng tin ca khch hng mt cch k lng
hn ch gian ln Ngoi ra, ngn hng nn p dng hnh thc in hnh ca ch
th ln b mt th. iu ny to iu kin cho cc n v chp nhn th trnh tnh
trng la o.
5.3.5. Gii php v nng cao cht lng dch v v hot ng
marketing cho dch v th
- y mnh cc cc dch v ngn hng hin i nht nh internetbanking,
ebanking, ngn hng c th cung cp thng tin cho khch hng mt cch
nhanh nht. Khch hng c th thc hin cc giao dch ca mnh ngay ti ni lm
vic. ng thi, cn sm pht trin cc dch v sau: thanh ton cc ha n tin
in, nc, in thoi,... qua my. y mnh hn na vic kt ni vi h thng
giao dch t ng ca nhng ngn hng khc.
- Vi tm l ngi dn ht sc thn trng trong vic tiu tin, cha quen vi
vic tiu trc, tr tin sau th vic pht hnh th ghi n l hng i ng n
trong vic m rng cc dch v th. Theo cch ny, ngn hng c th pht hnh
th ghi n cho mt s i tng c ti khon ngn hng. Loi th ny rt ph
hp vi b phn dn chng khng c nhu cu thng xuyn m ch tm thi
mun s dng th mang li s tin li, an ton khi i du lch hay i xa.
- gip cho khch hng lm quen vi khi nim th, ngn hng cn y
mnh qung co, Ngn hng ng cn thng xuyn a ra nhng chng
trnh tuyn truyn mang tnh cht qung co v nhng li ch ca dch v th,
cch thc hin giao dch trn my ATM cho khch hng ti nhng ni c nhiu
Trang 70
ngi qua li nh: siu th, hi ch, ti cc trng i hc v Cao ng, trung
hc dy ngh,...
- Ngn hng cn c nhng bin php khuyn khch tng s lng ti
khon c nhn ti ngn hng nh: lin kt gia cc ngn hng to thun li cho
khch hng s dng dch v, khch hng khng phi ng ph khi thc hin cc
nghip v thanh ton, khch hng c hng li sut khng k hn cho cc
khon d n trong ti khon. Ngn hng cn c nhng bin php c th nh gi
qu lu nim i vi khch hng giao dch thng xuyn hoc bc thm may
mn dnh cho khch hng m ti khon trong mt khon thi gian nht nh.
- Thit lp ng dy nng phc v khch hng nhanh chng, mi lc,
mi ni. Khch hng s cm thy hi lng hn khi h c phc v ngoi gi
hnh chnh. i vi dch v t ng qua my ATM, m bo cung cp dch v
24/24h nh cam kt vi khch hng l vn ht sc quan trng v c nh
hng ln n s hi lng ca khch hng. Do , ti mi chi nhnh qun l cc
my ATM phi c b phn trc thng xuyn kim tra tnh trng hot ng ca
my phng khi my ht tin, ht giy khng c x l kp thi
Trang 71
CHNG 6
KT LUN V KIN NGH

6.1. Kt lun
Trong nn kinh t th trng vi nhu cu cng nh mi trng kinh doanh
y bin ng nh hin nay, Ngn hng ng l nhng Ngn hng c kh
nng tha mn v lm hi lng khch hng. V p ng tt cc nhu cu v
c mun ca khch hng, vic phn tch th trng l iu khng th thiu. S
phn tch ny khng phi l nhng bo co chung chung ch c cn c trn cc
s liu th cp m n cn da trn cc d liu s cp ng tin cy. Cc phn tch
cng c th th k hoch marketing vch ra mi st vi th trng.
Tht vy, trong lnh vc dch v, c bit l Ngn hng th vai tr ca vic
tha mn khch hng cng c ngha quan trng xut pht t tnh tng tc gia
khch hng v Ngn hng cng nh nhng tch cc m Ngn hng c c. C
th hn, nu ngn hng em n cho khch hng s hi lng cao th khch hng
s tip tc s dng dch v, ng h cc dch v mi ca ngn hng, gii thiu
ngn hng vi cc i tc khc. T , gp phn tng doanh s, li nhun, gi tr
ngn hng trn th trng. l mc tiu m bt c ngn hng no cng mun
t c.
Vi ti nh gi mc hi lng ca khch hng s dng dch v th
ATM ti Ngn hng ng Cn Th, lun vn nghin cu hi lng ca khch
hng i vi sn phm m dch v ngn hng cung ng cho khch hng. ti
t c mt s kt qu sau:
Tnh hnh kinh doanh dch v th ATM ti ngn hng ng chi nhnh
Cn Th qua 3 nm (2006 - 2008) tng u qua cc nm c v cht v lng v
doanh s th, s lng th pht hnh, ng thi thng qua kt qu nghin cu
cho thy ngn hng cn pht trin mnh cc dch v th ATM trn c s p dng
cng ngh hin i, a dng ha sn phm th, o to ngun nhn lc, nng cao
cc tin ch ca dch v rt tin t ng v lin kt cc ngn hng thnh mt th
thng nht, t hi lng khch hng hn. Hn na ti xc nh c
cc thnh phn nh hng n s tha mn ca khch hng v cht lng dch
v th theo m hnh SERVQUAL. Trong , m hnh SERVQUAL c nghin
Trang 72
cu trong ti th hin c bn thnh phn nh hng n cht lng dch v

th, l thnh phn tin cy, nng lc phc v, thnh phn p ng v yu t
hu hnh, trong thnh phn tin cy tc ng n s tha mn ca khch hng
v cht lng dch v nhiu hn thnh phn p ng v thnh phn phc v.
Da vo nhng nghin cu thc t, ti cng xut cc nhm gii
php hon thin dch v th tt hn. Tuy nhin, trong qu trnh nghin cu
ti c mt s hn ch nht nh. Nn gii php a ra ch dng li mc xut
cha c nh gi tnh kh thi.
6.2. Kin ngh
6.2.1. i vi Chnh ph, Ngn hng nh nc Vit Nam
- To mi trng php l cho cc dch v th. c bit l cc chnh sch
khng dng tin mt nh tr lng cho cn b - cng chc thng qua ti khon
c nhn ti ngn hng, thu tin in, nc, in thoi v thu, va tit kim
c chi ph, va tin cho cng vic qun l. ng thi c chnh sch u i cho
cc dch v khng dng tin mt
- Nh nc cn phi tng cng pht trin hn na h thng lin minh th
v h thng BankNet. c bit l nn c mt B lut ring cho hot ng thanh
ton khng dng tin mt v dch v ngn hng hin i trong nn kinh t pht
trin hin nay.
- C nhng chnh sch u i, khuyn khch thc y pht trin dch v
th, c th nh gim mc thu nhp khu cc vt t phc v cho nghip v th,
n gin ha cc th tc u thu mua sm cc thit b cng ngh th.
- Ngoi ra, Chnh ph cn a ra gii php c th trong vic phi hp cc
ngn hng vi cc cp ngnh Cng an c chc nng nhm thc hin cng tc
phng chng ti phm v ri ro, nht l trong hot ng kinh doanh th ATM ca
ngn hng.
6.2.2. i vi Ngn hng ng
- Ngn hng ng cn c chnh sch u t trang thit b hin i cho
Chi nhnh to iu kin pht trin dch v th trn a bn. ng thi khn
trng tin hnh nghin cu vic nng cp cng ngh s dng trong hot ng
dch v th theo chun EMV (i t cng ngh th t sang th chip).
Trang 73
- Hi s Ngn hng ng cn c nhng gii php thit thc tng

cng an ton v hiu qu ca th trng th trong thi gian ti. Bn canh ,
Ngn hng cng cn Tng cng t chc cc chng trnh o to nghip v
nhn vin c iu kin nng cao trnh nghip v chuyn mn trong lnh vc
th.
- Ngoi ra, cng tc thanh tra, gim st cc chi nhnh ng ti cc tnh,
thnh ph trong vic kinh doanh th rt tin t ng phi c quan tm ng
mc. Ngn hng hi s thng xuyn cnh bo cc Ngn hng hi vin v tnh
trng ri ro trong hot ng th ATM v ngh cc Ngn hng cng hp tc tm
gii php bo v quyn li cho khch hng.
6.2.3. i vi Ngn hng ng chi nhnh Cn Th
- M rng thm my ATM nhng a im thun li, c nhiu khch hng
tim nng nh: Trng i Hc Cn Th, cc khu cng nghip, khch sn, nh
hng ng thi, tng cng m rng mng li cc chi nhnh, phng giao
dch, m cc trung tm lin h gia ngn hng vi khch hng c th phc v
cc tng lp dn c mt cch tt nht.
- y mnh hn na chin lc marketing cho sn phm th. T vn, chm
sc v tm hiu nhu cu khch hng sau khi m th c th hng dn khch
hng cc tnh nng, cch thc s dng v bo qun th ATM. Nhn mnh vai tr
quan trng ca m PIN gip khch hng hiu, thao tc rnh r v bo mt thng
tin c nhn, hn ch c ri ro khi dng th.
- Cn o to v xy dng h thng nhn vin ngn hng thng tho v
nghip v cng nh trnh ngoi ng, tin hc, nng cao mc t vn ca cn
b ngn hng i vi khch hng C chnh sch khen thng, khuyn khch
thch ng cho nhng nhn vin lm tt cng tc khch hng.
- C chnh sch tng qu cho cc khch hng truyn thng nhm khuyn
khch, ng vin mi ngi dn gi tin qua ngn hng thng qua nhng dch v
tin ch, ph hp nhu cu thit thc ca ngi dn.
- Ngn hng ng chi nhnh Cn Th nn duy tr mi quan h tt p
vi cc doanh nghip trn a bn bng cch thng xuyn gi cc th gii thiu
v sn phm, dch v mi, thng bo cc chng trnh khuyn mi, tng qu vo
Trang 74
cui nm,... ng thi khuyn khch nhiu doanh nghip s dng hnh thc tr
lng qua ti khon th hn.
- Ngn hng cng phi c nhng phng n c th ng ph vi nhng
trng hp khn cp: nh tip thu nhng nh gi hoc phn nn ca khch hng
v c hng gii quyt thch hp kp thi, to nim tin cho khch hng s dng
dch v. l cch ngn hng quan tm n khch hng hiu qu nht.
Trang 75
TI LIU THAM KHO

1. Mai Vn Nam (2008), Gio trnh kinh t lng, Nh Xut Bn Vn
Ha Thng Tin.
2. V Hng Phng (2008), nh gi cht lng ca sn phm du lch
sinh thi Cn Th v cc gii php pht trin du lch sinh thi Cn Th, Lun
vn thc s.
3. Hon Xun Bch Loan (2008), Nng cao hi lng khch hng ti Ngn
hng u t v pht trin Vit Nam, Lun vn thc s.
4. H ng Phc (2005), S dng phn mm SPSS trong phn tch s
liu, Nh Xut Bn Khoa hc v K thut.
5. Ngn hng ng (2007), Ti liu o to nghip v ATM, Thnh
ph H Ch Minh.
6. Parasuraman, Zeithaml & Berry (1988), SERVQUAL: A multiple-item
scale for measuring consumer perception of service quality Journal of Retailing,
Vol. 64 No. 1.
7. L Vn Huy (2007), S dng ch s hi lng ca khch hng trong
hoch nh chin lc kinh doanh ngn hng: cch tip cn m hnh l thuyt,
S 2 (19)-2007, Tp ch khoa hc v cng ngh, i hc Nng.
Trang 76
PH LC 1
PHIU PHNG VN
Ngy phng vn://
S mu: .....
Xin cho, ti tn l: .., Sinh vin Khoa Kinh t &

QTKD trng i hc Cn Th. Hin nay, ti ang thc hin ti nghin cu
nh gi mc hi lng ca khch hng s dng dch v th ATM ti ngn
hng ng Cn Th. Anh (Ch) vui lng dnh cho ti t thi gian tr li
mt s cu hi trong cuc nghin cu ny. Tt c kin ca anh (ch) s c
bo mt, mong c s cng tc ca anh (ch). Xin chn thnh cm n!
PHN QUN L
H v tn p vin: ........................................................................................
Gii tnh: 1. Nam
2. N
a ch: S nh: .....................ng: .............................Phng ................

Qun: .....................................TP Cn Th
in thoi (nu c): .......................................................................................
PHN SNG LC
Q1. Bn thn anh (ch) hay bt c thnh vin no trong gia nh c lm vic
trong Ngn hng ?
C
Khng
Ngng phng vn
Tip tc
Q2. Vui lng cho bit anh (ch) c s dng dch v th ATM ng ca
Ngn hng ?
C
Khng
Tip tc
Ngng phng vn
Q3. tui no trong bn sau ng vi tui anh (ch) ?

< 18 tui
18 n 30 tui
30 n 55 tui
> 55 tui
Ngng phng vn
Tip tc
Tip tc
Ngng phng vn
Trang 77
PHN NI DUNG
Q4. Ni v cc ngn hng cung cp dch v th ATM hin nay Cn Th, ngn
hng no Anh (ch) ngh n u tin?..
Q5. Anh (ch) ang s dng th ATM ca Ngn hng no ? (nhiu la chn)
DongAbank
Vietcombank
Sacombank
Vietinbank
Agribank
Eximbank
ACB
techcombank
VPBank
VIB Bank
SouthernBank
Navi Bank
BIDV
NamA Bank
ABBank
MaritimeBank
SeaBank
HabuBank
Military Bank
Saigon Bank
Q6. Trong cc giao dch Anh (ch) s dng th ATM ca Ngn hng no thng
xuyn nht ?.............................................................................................................
Q7. Xin anh (ch) vui lng cho bit mc ch s dng th ca anh (ch) l g ?
Rt tin
Gi tin
Thanh ton tin mua hng ha, dch v
Chuyn khon
Tr lng cng nhn
Nhn lng qua ti khon
Thu chi
Chuyn tin qua ti khon di ng
Khc:.
1
2
3
4
5
6
7
8
Q8. Anh (ch) bit n dch v th ATM ca ngn hng thng qua nhng ngun
thng tin no ?
Bn b, ng nghip, hng xm,
Ngi thn trong gia nh
Bo ch, tp ch
Nhn vin tip th
C quan gii thiu
Truyn hnh, truyn thanh
Mng Internet
T tm n dch v
Khc:
1
2
3
4
5
6
7
8
Trang 78
Q9. Khi quyt nh la chn s dng dch v th ATM, Anh (ch) s da trn
nhng tiu ch no? V mc quan trng ca tng tiu ch nh hng n
quyt nh la chn ngn hng lm th ATM ca anh (ch) nh th no ?
Hon ton
khng quan
trng
1
1
1
1
1
1
1
1
1
Cc ch tiu
Khng Quan
quan trng
trng
2
3
2
3
2
3
2
3
2
3
2
3
2
3
2
3
2
3
Kh
quan
trng
4
4
4
4
4
4
4
4
4
Rt
quan
trng
5
5
5
5
5
5
5
5
5
Ngn hng c uy tn, Danh ting

Bo m an ton, bo mt thng tin
Mc hin i ca my ATM
Ph lm th mi hp l
Mc k qu
Li sut ti khon
Mc d dng trong cc th tc (lm
th, phng thc giao dch d,)
Tc phong lm vic ca nhn vin
1
2
3
4
5
Chng trnh khuyn mi
1
2
3
4
5
Gii quyt cc vn ca khch hng
1
2
4
5
c chp nhn rng ri nhiu h
1
2
3
4
5
thng ca hng
C nhiu loi hnh dch v phong ph
1
2
3
4
5
1
2
3
4
5
S lng khch n rt tin
1
2
3
4
5
Thi gian s dng th
1
2
3
4
5
Mng li ngn hng rng khp
1
2
3
4
5
Khc:
1
2
3
4
5
Q10. Mc s dng th ATM ? ln/tun. ..ln/thng.
Q11. Anh (ch) s dng dch v th ca Ngn hng n nay c bao lu ?
Di 6 thng
T 6 n 12 thng
T 1 n 2 nm
Trn 2 nm
1
2
3
4
Q12. a im m anh (ch) s dng dch v th ATM nhiu nht ? (1 la chn)

Tr s chnh
Ti ngn hng chi nhnh
Siu th Coopmart
Siu th Metro
1
2
3
4
Siu th Maximart
ng Trn Vn Hoi
Th vin thnh ph CT
Khc:.
5
6
7
8
Trang 79
Q13. Theo anh (ch) ngn hng nn cung cp nhng dch v no ? (nhiu la
chn)
S dng np tin in thoi
Gi tin trc tip qua my ATM
1
2
3
Khc:
Khc:
Khc:
4
5
6
Q14. Anh (ch) vui lng nh gi cht lng ca cc yu t sau ca dch v th

ATM
Cc ch tiu
A. S tin cy
1. Mc an ton, bo mt thng tin
2. S thun li trong tip cn dch v
3. Thi gian x l giao dch ti DAB nhanh
B. S p ng
4. Tnh lin kt gia cc ngn hng
5. C nhiu loi hnh dch v phong ph
6. Ph lm th mi hp l
7. Ph trong cc giao dch
8. Li sut trong ti khon cao
9. Chng trnh khuyn mi hp dn
10. Mc d dng trong cc th tc
C. Nng lc phc v
11. Mc chuyn nghip ca nhn vin
12. Tnh kp thi trong phc v
13. Tc phong lm vic ca nhn vin
14. Gii quyt cc vn ca khch hng
D. S ng cm vi khch hng
15. K nng giao tip ca nhn vin
16. S quan tm ca nhn vin i vi KH
E. C s vt cht ca dch v th
17. Mc hin i ca my ATM
18. S lung my ATM trn a bn
19. Ngoi hnh nhn vin phc v
20. Trang phc nhn vin phc v
21. V tr giao dch thun li
F. nh gi chung v cht lng dch v th
Rt
khng
HL
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
Khng
Hi lng
2
2
2
2
2
2
2
2
2
2
2
2
2
2
2
2
2
2
2
2
2
2
2
2
2
2
2
Hi
long
TB
3
3
3
3
3
3
3
3
3
3
3
3
3
3
3
3
3
3
3
3
3
3
3
3
3
3
3
Hi
lng
4
4
4
4
4
4
4
4
4
4
4
4
4
4
4
4
4
4
4
4
4
4
4
4
4
4
4
Q15. Trong tng lai Anh (ch) c d nh thay i g i vi th ATM ang

dng hay khng?
Vn tip tc s dng th ATM ca ng
S i sang dng th khc
1
2
Trang 80
Rt
hi
lng
5
5
5
5
5
5
5
5
5
5
5
5
5
5
5
5
5
5
5
5
5
5
5
5
5
5
5
Q16. Vui lng cho bit Anh (ch) c d nh m thm ti khon th na hay
khng?
M thm th
Khng m thm th
1
2
Q17. Anh (ch) d nh s m thm ti khon ca th no ? Ngn hng: ..............

Q18. Anh (ch) c hi lng v dch v th ATM ca ngn hng khng ?
Hi lng
Khng hi lng
1
2
Q19. Theo anh (ch) nhng gii php no nng cao cht lng dch v th
ATM ?
Gii php: .......................................................................................................................
........................................................................................................................................
........................................................................................................................................
........................................................................................................................................
PHN THNG TIN KHCH HNG

Q20. Xin vui lng cho bit tnh trng hn nhn ca Anh (ch) ?
Vn cn c thn
lp gia nh, cha c con
lp gia nh, c con nh
lp gia nh, c con trng thnh
1
2
3
4
Q21. Vui lng cho bit thu nhp mi thng ca Anh (ch) mc no ?
1 n 2 triu
1
> 2 n 3 triu
2
> 3 n 4 triu
3
>4 n 5 triu
4
> 5 triu
5
Q22. Anh (ch) vui lng cho bit trnh hc vn ca Anh (ch) ?
Cp 1
1
Cp 2
2
Cp 3
3
Trung cp Cao ng & H

4
5
Sau i hc
6
Q23. Ngh nghip ca anh (ch) l g ?

Hc sinh/ Sinh vin
1
Cng nhn/ Nhn vin
2
Cng chc/ Vin chc
3
T kinh doanh/ Bun bn nh
4
Cn b qun l
5
Ni tr
6
Lm ngh t do
7
CHN THNH CM N ANH (CH) GINH THI GIAN TR
LI CU HI TRN
Trang 81
PH LC 2
MT S THNG TIN V MU
2.1 Tng quan v c im khch hng (Q3, Q20, Q21, Q22, Q23)
GIOI TINH CUA DAP VIEN
Valid
NAM
NU
Total
Frequency
45
65
110
Percent
40.9
59.1
100.0
Cumulative
Percent
40.9
100.0
Valid Percent
40.9
59.1
100.0
DO TUOI CUA DAP VIEN
Valid
18 DEN 30 TUOI
30 DEN 55 TUOI
Total
Frequency
72
38
110
Percent
65.5
34.5
100.0
Valid Percent
65.5
34.5
100.0
Cumulative
Percent
65.5
100.0
TINH TRANG HON NHAN
Valid DOC THAN

KET HON NHUNG CHUA
CO CON
KET HON, CO CON NHO
Total
Frequ
ency
69
Percent
62.7
Valid
Percent
62.7
Cumulative
Percent
62.7
31
28.2
28.2
90.9
10
110
9.1
100.0
9.1
100.0
100.0
TRINH DO HOC VAN
Valid
CAP 3
TRUNG CAP
CAO DANG & DAI
HOC
SAU DAI HOC
Total
Frequency
12
17
Percent
10.9
15.5
Valid
Percent
10.9
15.5
Cumulative
Percent
10.9
26.4
76
69.1
69.1
95.5
5
110
4.5
100.0
4.5
100.0
100.0
THU NHAP HANG THANG
Valid
1 DEN 2 TRIEU
> 2 DEN 3 TRIEU
> 3 DEN 4 TRIEU
> 4 DEN 5 TRIEU
Total
Frequency
65
32
9
4
110
Percent
59.1
29.1
8.2
3.6
100.0
Valid
Percent
59.1
29.1
8.2
3.6
100.0
Cumulative
Percent
59.1
88.2
96.4
100.0
Trang 82
NGHE NGHIEP
Valid
HOC SINH/SINH VIEN

CONG NHAN/VIEN CHUC
CONG CHUC/VIEN CHUC
TU KINH DOANH/BB NHO
CAN BO QUAN LY
NGHE TU DO
Total
Frequency
53
19
5
16
7
10
110
Valid Cumulative
Percent
Percent
Percent
48.2
48.2
48.2
17.3
17.3
65.5
4.5
4.5
70.0
14.5
14.5
84.5
6.4
6.4
90.9
9.1
9.1
100.0
100.0
100.0
HNH VI KHCH HNG S DNG TH

2.2 S lng s dung th ATM ca khch hng (Q4, Q5, Q6)
THE ATM CUA CAC NGAN HANG ANG UOC SU DUNG
$SDTHEATM Frequencies
Responses
(a)
Total
DONGA BANK
AGRIBANK
BIDV BANK
VIETCOMBANK
EXIMBANK
SACOMBANK
ACB
VIETINBANK
TECHCOMBANK
NAVI BANK
110
23
2
37
1
14
2
8
1
1
199
Percent of Cases
Percent
55.3%
11.6%
1.0%
18.6%
.5%
7.0%
1.0%
4.0%
.5%
.5%
100.0%
N
100.0%
20.9%
1.8%
33.6%
.9%
12.7%
1.8%
7.3%
.9%
.9%
180.9%
a Dichotomy group tabulated at value 1.

THE ATM CUA NHUNG NH GIAO DICH THUONG XUYEN NHAT
Valid
ACB
AGRIBANK
BIDV
DONGABANK
SACOMBANK
VIETCOMBANK
VIETINBANK
Total
Frequency
1
10
1
72
2
21
3
110
Percent
.9
9.1
.9
65.5
1.8
19.1
2.7
100.0
Valid
Percent
.9
9.1
.9
65.5
1.8
19.1
2.7
100.0
Cumulative
Percent
.9
10.0
10.9
76.4
78.2
97.3
100.0
Trang 83
AN TUONG AU TIEN CUA KHACH HANG VE THE ATM
Valid
ACB
AGRIBANK
BIDV
DONGABANK
SACOMBANK
VIETCOMBANK
VIETINBANK
Total
Frequency
1
10
2
58
3
34
2
110
Percent
.9
9.1
1.8
52.7
2.7
30.9
1.8
100.0
Valid
Percent
.9
9.1
1.8
52.7
2.7
30.9
1.8
100.0
Cumulative
Percent
.9
10.0
11.8
64.5
67.3
98.2
100.0
2.3 Mc ch khch hng khi s dng th (Q7)

$MDSDTHEATM Frequencies
Responses
(a)
Total
RUT TIEN
GUI TIEN
THANH TOAN TIEN
MUA HANG HOA DV
CHUYEN KHOAN
NHAN LUONG QUA
TAI KHOAN
THAU CHI
CHUYEN QUA TK
DTDD
KHAC
Percent of Cases
95
58
Percent
44.4%
27.1%
2.3%
4.5%
27
12.6%
24.5%
12
5.6%
10.9%
12
5.6%
10.9%
1.9%
3.6%
1
214
.5%
100.0%
.9%
194.5%
86.4%
52.7%

2.4 Ngun thng tin m khch hng bit n th ATM (Q8)
$THONGTIN Frequencies
Responses
(a)
Total
BAN BE, DONG

NGHIEP, HANG XOM
NGUOI THAN TRONG
GIA DINH
BAO CHI, TAP CHI
NHAN VIEN TIEP THI
CO QUAN GIOI THIEU
TRUYEN HINH, TRU
THANH
MANG INTERNET
TU TIM DEN DICH V
Percent of Cases
Percent
58
33.0%
53.7%
30
17.0%
27.8%
19
19
14
10.8%
10.8%
8.0%
17.6%
17.6%
13.0%
12
6.8%
11.1%
14
10
176
8.0%
5.7%
100.0%
13.0%
9.3%
163.0%
Trang 84
2.5 Nhng tiu ch m khch hng quan tm nht khi quyt nh s dng th ATM (Q 9)
Valid
Missing
Q1
110
Q2
110
Q3
110
Q4
110
Q5
110
Q6
110
Q7
110
Q8
110
Q9
110
Q10
110
Q11
110
Q12
110
Q13
110
Q14
110
Q15
110
Q16
110
Q17
110
Q18
110
Mean
3.9364
4.2455
3.7273
3.4636
3.2273
3.5727
2.7818
3.0909
3.7182
3.6636
2.9273
3.4727
3.3727
2.9909
3.2818
2.7091
3.1000
3.2545
Std. Error of Mean
.09689
.09767
.10643
.11010
.12698
.12815
.13132
.13394
.11986
.12673
.12368
.12701
.12971
.12218
.12729
.11861
.12847
.14174
Median
4.0000
5.0000
4.0000
4.0000
3.0000
4.0000
3.0000
3.0000
4.0000
4.0000
3.0000
4.0000
3.0000
3.0000
3.0000
3.0000
3.0000
3.0000
5.00
5.00
4.00
3.00
3.00
5.00
1.00
4.00
5.00
5.00
4.00
4.00
5.00
3.00
3.00
3.00
4.00
5.00
1.0161
1.0243
1.1162
1.1547
1.3317
1.3440
1.3772
1.4047
1.2571
1.3291
1.2972
1.3321
1.3603
1.2814
1.3350
1.2440
1.3474
1.4865
Mode
Std. Deviation
Variance
1.033
1.049
1.246
1.334
1.774
1.807
1.897
1.973
1.580
1.767
1.683
1.774
1.851
1.642
1.782
1.548
1.816
2.210
Range
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
4.00
5.00
Minimum
1.00
1.00
1.00
1.00
1.00
1.00
1.00
1.00
1.00
1.00
1.00
1.00
1.00
1.00
1.00
1.00
1.00
.00
Maximum
5.00
5.00
5.00
5.00
5.00
5.00
5.00
5.00
5.00
5.00
5.00
5.00
5.00
5.00
5.00
5.00
5.00
5.00
25
3.0000
4.0000
3.0000
3.0000
2.0000
3.0000
1.7500
2.0000
3.0000
3.0000
2.0000
3.0000
2.0000
2.0000
2.0000
2.0000
2.0000
2.0000
50
4.0000
5.0000
4.0000
4.0000
3.0000
4.0000
3.0000
3.0000
4.0000
4.0000
3.0000
4.0000
3.0000
3.0000
3.0000
3.0000
3.0000
3.0000
75
5.0000
5.0000
5.0000
4.0000
4.0000
5.0000
4.0000
4.0000
5.0000
5.0000
4.0000
4.0000
5.0000
4.0000
4.0000
4.0000
4.0000
5.0000
Percentiles
Trang 85
2.6 S ln s dng dch v th ATM ca khch hng (Q10)
Frequency
Percent
Valid
Percent
Cumulative
Percent
T 1 N 5
LN
Valid
T 15 LN TR
LN
85
77.3
17
15.5
6
5.5
2
1.8
Total
110
100.0
77.3
15.5
5.5
1.8
100.0
77.3
92.7
98.2
100.0
T 5 N 10 LN
T 10 N 15 LN
2.7 Thi gian s dng dch v th ATM ca khch hng (Q11)

Frequency
Valid
DUOI 6 THANG
Percent
Valid Percent
Cumulative
Percent
8.2
8.2
8.2
TU 6 DEN 12 THANG
16
14.5
14.5
22.7
TU 1 DEN 2 NAM
35
31.8
31.8
54.5
TREN 2 NAM
50
45.5
45.5
100.0
110
100.0
100.0
Total
2.8 a im s dng dch v th ATM ca khch hng (Q12)
Valid
NGAN HANG CHI NHANH

SIEU THI COOP MART
SIEU THI METRO
DUONG TRAN VAN HOAI
Total
Frequency
22
15
7
66
110
Percent
20.0
13.6
6.4
60.0
100.0
Valid Percent
20.0
13.6
6.4
60.0
100.0
Cumulative
Percent
20.0
33.6
40.0
100.0
NH GI CHT LNG DCH V TH (PARASURAMAN)

2.9 S tin cy (Q14)
Statistics
N
MUC DO AN TOAN, BAO MAT THONG TIN

SU THUAN LOI TRONG TIEP CAN DV
THOI GIAN XU LY GIAO DICH NHANH
NHAN XET CHUNG SU TIN CAY
2.10 S p ng (Q14)
Valid
110
110
110
110
Missing
0
0
0
0
Mean
3.6182
3.4000
3.3909
3.6273
Std. Deviation
.98597
.95974
.97769
.71497
Mean
2.9909
3.2000
3.3364
3.0545
2.7364
2.8364
3.4818
3.2364
Std. Deviation
1.16127
1.09041
1.12745
1.07376
1.11435
1.17721
1.01124
.97611
Statistics
N
TINH LIEN KET GIUA CAC NGAN HANG

LOAI HINH DICH VU PHONG PHU
PHI LAM THE MOI HOP LY
PHI TRONG GIAO DICH
LAI SUAT TRONG TAI KHOAN
CHUONG TRINH KHUYEN MAI
MUC DO DE DANG CUA THU TUC
NHAN XET CHUNG DAP UNG
Valid
110
110
110
110
110
110
110
110
Missing
0
0
0
0
0
0
0
0
Trang 86
2.11 Nng lc phc v (Q14)
Statistics
N
MUC DO CHUYEN NGHIEP CUA NV

TINH KIP THOI TRONG PHUC VU
TAC PHONG LAM VIEC CUA NHAN VIEN
GIAI QUYET VAN DE CUA KHACH HANG
NXC NANG LUC PHUC VU
2.12 S ng cm (Q14)
Valid
110
110
110
110
110
Missing
0
0
0
0
0
Mean
3.2545
3.1455
3.3273
3.2909
3.4818
Std. Deviation
.97149
.98462
1.05020
1.02577
.89578
Statistics
N
Valid
110
110
110
KY NANG GIAO TIEP CUA NHAN VIEN

SU QUAN TAM CUA NHAN VIEN VOI KH
NXC DONG CAM
2.13 Cc yu t hu hnh (Q14)
Missing
0
0
0
Mean
3.2182
3.0273
3.1364
Std. Deviation
1.06126
1.09594
.99979
Statistics
N
MUC DO HIEN DAI CUA MAY ATM DAB

SO LUONG MAY ATM
NGOAI HINH NHAN VIEN
TRANG PHUC CUA NHAN VIEN
VI TRI GIAO DICH
NXC YEU TO HUU HINH
Valid
110
110
110
110
110
110
Missing
0
0
0
0
0
0
Mean
3.4727
3.0818
3.2636
3.3909
3.3636
3.5182
Std. Deviation
.96459
1.08477
.98314
1.03246
.96477
.86451
NHN T NH HNG N CHT LNG DCH V TH ATM

2.13 Nhn t nh hng
Omnibus Tests of Model Coefficients
Step 1
Sig.
.000
Block
29.860
Model
.000
29.860
.000
Step
Chi-square
29.860
df
Model Summary
Step
1
-2 Log
likelihood
Cox & Snell

R Square
Nagelkerke R
Square
97.042(a)
.238
.347
a Estimation terminated at iteration number 6 because parameter estimates changed by less than .001.
Classification Table(a)
Observed
Predicted
HAI LONG 01
.00
Step 1
HAI LONG 01
Overall Percentage
Percentage Correct
1.00
.00
.00
76
93.8
1.00
16
13
44.8
80.9
a The cut value is .500
Trang 87

Variables in the Equation
Step
1(a)
S.E.
Wald
Sig.
Exp(B)
Lower
Upper
Lower
Lower
Upper
Lower
A14.A
Upper
1.414
.556
6.483
.011
4.114
1.385
12.221
Q14.B
.531
.273
3.779
.052
1.701
.996
2.905
Q14.C
.761
.421
3.265
2.141
.938
4.888
Q14.D
-.264
.284
.868
.071
.351
.768
.440
1.339
Q14.E
.812
.381
4.529
.033
2.252
1.066
4.756
Constant
-13.134
3.244
16.396
.000
.000
a Variable(s) entered on step 1: SU TIN CAY, SU DAP UNG, PHUC VU, DONG CAM, HUU HINH.
2.14 Kim nh mi quan h gia s hi lng vi yu t cht lng ca dch

v th ATM
Omnibus Tests of Model Coefficients
Chi-square
Step 1
df
Sig.
Step
32.806
.000
Block
32.806
.000
Model
32.806
.000
Model Summary
Step
1
-2 Log
likelihood
Cox & Snell

R Square
Nagelkerke R
Square
94.096(a)
.258
.377
a Estimation terminated at iteration number 5 because parameter estimates changed by less than .001.
Classification Table(a)
Observed
Predicted
HAI LONG 01
.00
Step 1
HAI LONG 01
Percentage Correct
1.00
.00
.00
78
96.3
1.00
17
12
41.4
Overall Percentage
81.8
a The cut value is .500

Variables in the Equation
Step
1(a)
GIOITINH
Q3
S.E.
Wald
Sig.
Exp(B)
Lower
Upper
Lower
Lower
Upper
Lower
-.399
.545
.537
.464
Upper
.671
.231
1.951
-1.452
.949
2.338
.126
.234
.036
1.506
Q20
.706
.660
1.146
.284
2.027
.556
7.390
Q21
-.525
.428
1.500
.221
.592
.256
1.370
Q22
.235
.508
.213
.644
1.265
.467
3.425
Q23
.072
.178
.163
.686
1.075
.758
1.525
1.510
.402
14.112
.000
4.525
2.059
9.948
Q14.22
Constant
-3.021
3.358
.810
.368
.049
a Variable(s) entered on step 1: GIOITINH, DOTUOI, TINHTRANGHONNHAN, THUNHAP, HOCVAN,
NGHENGHIEP, CHATLUONGDICHVU
Trang 88
2.15 Mc hi lng ca khch hng i vi cc yu t trong dch v th ATM

N
MUC DO AN TOAN, BAO MAT THONG TIN
Valid
110
Mean
Median
Mode
Valid
3.6182
Missing
4.0000
Valid
4.00
Missing
.98597
Valid
.972
Missing
4.00
Valid
398.00
Missing
Std. Deviation
Variance
Range
Sum
SU THUAN LOI TRONG TIEP CAN DV
110
3.4000
4.0000
4.00
.95974
.921
4.00
374.00
THOI GIAN XU LY GIAO DICH NHANH
110
3.3909
4.0000
4.00
.97769
.956
4.00
373.00
TINH LIEN KET GIUA CAC NGAN HANG
110
2.9909
3.0000
4.00
1.16127
1.349
4.00
329.00
LOAI HINH DICH VU PHONG PHU
110
3.2000
3.5000
4.00
1.09041
1.189
4.00
352.00
PHI LAM THE MOI HOP LY
110
3.3364
4.0000
4.00
1.12745
1.271
4.00
367.00
PHI TRONG GIAO DICH
110
3.0545
3.0000
4.00
1.07376
1.153
4.00
336.00
LAI SUAT TRONG TAI KHOAN
110
2.7364
2.0000
2.00
1.11435
1.242
4.00
301.00
CHUONG TRINH KHUYEN MAI
110
2.8364
2.5000
2.00
1.17721
1.386
4.00
312.00
MUC DO DE DANG CUA THU TUC
110
3.4818
4.0000
4.00
1.01124
1.023
4.00
383.00
MUC DO CHUYEN NGHIEP CUA NV
110
3.2545
3.0000
4.00
.97149
.944
4.00
358.00
TINH KIP THOI TRONG PHUC VU
110
3.1455
3.0000
4.00
.98462
.969
4.00
346.00
TAC PHONG LAM VIEC CUA NHAN VIEN
110
3.3273
4.0000
4.00
1.05020
1.103
4.00
366.00
GIAI QUYET VAN DE CUA KHACH HANG
110
3.2909
4.0000
4.00
1.02577
1.052
4.00
362.00
KY NANG GIAO TIEP CUA NHAN VIEN
110
3.2182
3.0000
4.00
1.06126
1.126
4.00
354.00
SU QUAN TAM CUA NHAN VIEN VOI KH
110
3.0273
3.0000
4.00
1.09594
1.201
4.00
333.00
MUC DO HIEN DAI CUA MAY ATM DAB
110
3.4727
4.0000
4.00
.96459
.930
4.00
382.00
SO LUONG MAY ATM
110
3.0818
3.0000
4.00
1.08477
1.177
4.00
339.00
NGOAI HINH NHAN VIEN
110
3.2636
4.0000
4.00
.98314
.967
4.00
359.00
TRANG PHUC CUA NHAN VIEN
110
3.3909
4.0000
4.00
1.03246
1.066
4.00
373.00
VI TRI GIAO DICH
110
3.3636
4.0000
4.00
.96477
.931
4.00
370.00
Trang 89
2.16 Xu hng trong tng lai ca khch hng v dch v th ATM (Q13,
Q15, Q16, Q17)
Y KIEN KHACH HANG VE CUNG CAP DICH VU
$CCDV Frequencies
Responses
Percent
49
27.4%
57
31.8%
73
40.8%
179
100.0%
THANH TOAN TIEN TRUC TIEP

SU DUNG NAP TIEN DIEN THOAI
GOI TIEN TRUC TIEP QUA MAY ATM
Total
Percent of
Cases
44.5%
51.8%
66.4%
162.7%
a. Dichotomy group tabulated at value 1.
ANH GIA LONG TRUNG THANH CUA KH OI VOI THE ATM

CO THAY DOI THE ATM DANG DUNG KHONG
VAN TIEP TUC SU DUNG THE ATM CUA DAB
90
81.8
Cumulative
Percent
81.8
SE DOI SANG DUNG THE KHAC
20
18.2
100.0
110
100.0
Frequency
Valid
Total
Percent
CO MO THEM TAI KHOAN THE KHONG

Frequency
Valid
Percent
Valid Percent
Cumulative Percent
MO THEM THE
22
20.0
20.0
20.0
KHONG MO THEM
88
80.0
80.0
100.0
110
100.0
100.0
Total
DU DINH MO O NH NAO
Frequenc
y
88
Percent
80.0
Valid Percent
80.0
Cumulative Percent
80.0
ACB
1.8
1.8
81.8
AGRIBANK
4.5
4.5
86.4
BIDV
.9
.9
87.3
EXIMBANK
.9
.9
88.2
NAMVIETBANK
.9
.9
89.1
SACOMBANK
1.8
1.8
90.9
VIETCOMBANK
8.2
8.2
99.1
VIETINBANK
.9
.9
100.0
110
100.0
100.0
Valid
Total
Trang 90
2.17 kin ng gp ca khch hng (Q19)
Valid
Frequency
Percent
Valid Percent
Cumulative Percent
GIAI QUYET CAC VAN DE CUA KH KIP THOI
5.5
5.5
5.5
GIAM CHI PHI LIEN NGAN HANG
2.7
2.7
8.2
HAN CHE THOI GIAN BAO TRI
.9
.9
9.1
KHONG THU PHI CHUYEN TIEN
2.7
2.7
11.8
KHONG THU PHI THUONG NIEN
7.3
7.3
19.1
LIEN KET THE TRONG CAC NGAN HANG
7.3
7.3
26.4
MANG LUOI ATM GAN LIEN CAC TUYEN DU LICH
2.7
2.7
29.1
MO RONG MANG LUOI CHAP NHAN POS
4.5
4.5
33.6
MO RONG MANG LUOI MAY ATM
31
28.2
28.2
61.8
MO THEM NHIEU DICH VU
.9
.9
62.7
MUC DO PHUC VU CUA NV
.9
.9
63.6
NANG CAO CHAT LUONG MAY
5.5
5.5
69.1
NANG CAO LAI SUAT TRONG TAI KHOAN
2.7
2.7
71.8
TANG MUC DO BAO MAT, TANG SO LUONG MAY
.9
.9
72.7
THANH TOAN TIEN HOC PHI...
4.5
4.5
77.3
THANH TOAN TIEN TRUC TIEP
10
9.1
9.1
86.4
THOI GIAN XULY DV NHANH
7.3
7.3
93.6
VI TRI GIAO DICH THUAN LOI
6.4
6.4
100.0
110
100.0
100.0
Total
Trang 91

Danh Gia Muc Do Hai Long Cua Khach Hang Su Dung Dich Vu The Atm Dong A Can Tho 5072

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Danh Gia Muc Do Hai Long Cua Khach Hang Su Dung Dich Vu The Atm Dong A Can Tho 5072

Uploaded by

Copyright:

Available Formats

TRNG I HC CN TH

KHOA KINH T & QUN TR KINH DOANH

Gio vin hng dn:

Sinh vin thc hin:

TS. MAI VN NAM

Ti cam oan rng ti ny l do chnh ti thc hin, cc s liu thu thp

NHN XT C QUAN THC TP

Ngy . thng 5 nm 2009

NHN XT CA GIO VIN HNG DN

: Kinh t pht trin

Tn ti: nh gi mc hi lng khch hng s dng dch v th ATM

3. ngha khoa hc, thc tin, tnh cp thit ca ti

4. tin cy ca s liu, tnh hin i ca lun vn

Cn Th, ngy . thng 5 nm 2009

NHN XT CA GIO VIN PHN BIN

Ngy . thng 5 nm 2009

2.1.3.1. Xy dng m hnh........................................................................10

3.8. NHNG THUN LI V KH KHN CA CHI NHNH NGN

: Thanh ton khng dng tin mt

: Vit Nam bank card

: Phng giao dch

: Cht lng dch v

: American Customer Satisfaction Index

: European Customer Satisfaction Index

: Customer Satisfaction Index

nh gi mc hi lng ca khch hng s dng dch v th ATM ng Cn Th

nh gi mc hi lng ca khch hng s dng dch v th ATM ng Cn Th

1.1.2. Cn c khoa hc v thc tin

GVHD: TS. Mai Vn Nam

nh gi mc hi lng ca khch hng s dng dch v th ATM ng Cn Th

1.2. MC TIU NGHIN CU

GVHD: TS. Mai Vn Nam

nh gi mc hi lng ca khch hng s dng dch v th ATM ng Cn Th

- Ngn hng cn phi ci thin nhng im no Ngn hng p ng ngy

nh gi mc hi lng ca khch hng s dng dch v th ATM ng Cn Th

s c nhng ci thin thch hp nhm nng cao hiu qu hot ng ca ngn

GVHD: TS. Mai Vn Nam

nh gi mc hi lng ca khch hng s dng dch v th ATM ng Cn Th

PHNG PHP LUN V PHNG PHP NGHIN CU

GVHD: TS. Mai Vn Nam

nh gi mc hi lng ca khch hng s dng dch v th ATM ng Cn Th

Hnh 1: Quy trnh thanh ton th

nh gi mc hi lng ca khch hng s dng dch v th ATM ng Cn Th

nh gi mc hi lng ca khch hng s dng dch v th ATM ng Cn Th

i l chp nhn th (POS): l cc t chc hoc c nhn c k hp ng

GVHD: TS. Mai Vn Nam

nh gi mc hi lng ca khch hng s dng dch v th ATM ng Cn Th

nh ngha: Hnh vi ngi tiu dng l hnh ng ca mt ngi tin hnh

Tm kim thng tin

Hnh 2: M hnh 5 giai on ra quyt nh mua hng ha hay dch v

Hnh 3. M hnh ch s hi lng khch hng ca M

nh gi mc hi lng ca khch hng s dng dch v th ATM ng Cn Th

Qua m hnh ch s hi lng ca M (ACSI), gi tr cm nhn chu tc ng

Cht lng cm nhn

(Perceived quallty - Serv)

Hnh 4. M hnh ch s hi lng khch hng cc quc gia EU

nh gi mc hi lng ca khch hng s dng dch v th ATM ng Cn Th

R rng, im mnh ca cch tip cn ny l n lm dch chuyn ngay tc

Cht lng cm nhn

(Perceived quallty - Serv)

Hnh 5. M hnh l thuyt v ch s hi lng KH ca cc ngn hng [7, tr.6]

nh gi mc hi lng ca khch hng s dng dch v th ATM ng Cn Th

nh gi mc hi lng ca khch hng s dng dch v th ATM ng Cn Th