ti tham d cuc thi Sinh vin nghin cu khoa hc nm 2011

nh gi cht lng dch v ngn hng in t ca ngn hng TMCP Cng thng Vit Nam thng qua s hi lng ca khch hng bng thang o SERVQUAL

MC LC
MC LC ....................................................................................................................... i DANH MC T VIT TT .................................................................................................. iv LI M U........................................................................................................................... x

Chng I: C S L THUYT V M HINH NGHIN CU

1 C s l thuyt v dch v................................................................................................................... 1 1.1 nh ngha v dch v ..................................................................................................................... 1 1.2 c im v dch v ......................................................................................................................... 1 1.2.1 Tnh v hnh .......................................................................................................................... 1 1.2.2 Tnh khng ng nht .......................................................................................................... 2 1.2.3 Tnh khng th tch ri ........................................................................................................ 2 1.2.4 Tnh khng lu gi c...................................................................................................... 3 1.3 Cht lng dch v ........................................................................................................................... 3 2 TNG QUAN V NHT V DCH V NHT ............................................................................... 3 2.1 Khi qut chung v ngn hng in t ............................................................................................. 3 2.1.1 nh ngha v ngn hng in t v dch v ngn hng in t ........................................... 3 2.1.2 Cc dch v ngn hng in t .............................................................................................. 4 2.1.3 Phng thc giao dch thanh ton in t............................................................................. 7 2.1.4 Li ch ca ngn hng in t ............................................................................................ 10 2.2 Tnh tt yu ca vic pht trin dch v Ngn hng in t dnh cho khch hng c nhn ........... 11 2.2.1 Hng ti ngn hng bn l ................................................................................................ 11 2.2.2 Xu th cnh tranh bng cht lng dch v....................................................................... 122 2.2.3 S pht trin ca internet v cc giao dch in t i hi phi c cc dch v h tr thanh ton in t ....................................................................................................................... 133 2.3 Qu trnh cung ng dch v NHT dnh cho khch hng c nhn trong mt s NH ti Vit Nam ............................................................................................................................................... 155 2.3.1 Ngn hng TMCP Ngoi Thng Vit Nam ( VietcomBank).......................................... 155 2.3.2 Ngn hng k thng Vit Nam - TECHCOMBANK ..................................................... 166 2.3.3 Ngn hng TMCP Cng Thng Vit Nam - VietinBank ................................................ 166 3 M hnh nghin cu ........................................................................................................................... 17 3.1 S tha mn ca khch hng .......................................................................................................... 17 3.1.1 nh ngha v s tha mn khch hng .............................................................................. 17

3.1.2 Mi quan h gia cht lng dch v v s tha mn ca khch hng ............................... 18 3.2 M hnh 5 khong cch cht lng dch v-Servqual .................................................................... 18 3.3 Thang o cht lng dch v NHT theo m hnh SERVQUAL ............................................... 200 CHNG II NH GI CHT LNG DCH V NHT CA VIETINBANK THNG QUA S HI LNG CA KHCH HNG 1. Khi qut v Ngn hng TMCP Cng Thng Vit Nam ........................................................... 233 1.1 Lch s hnh thnh v pht trin ................................................................................................... 233 1.2 H thng t chc .......................................................................................................................... 255 1.3 Mng li hot ng ...................................................................................................................... 27 1.4 Cc hot ng chnh ....................................................................................................................... 27 1.4.1 Huy ng vn ...................................................................................................................... 27 1.4.2 Hot ng s dng vn ........................................................................................................ 28 1.4.3 Cc hot ng phi tn dng: .................................................................................................. 30 2 Tng quan v dch v NHT ti Ngn hng TMCP Cng Thng Vit Nam............................ 30 2.1 Cc dch v ngn hng in t c trin khai ti VietinBank...................................................... 30 2.1.1 Dch v VietinBank iPay .................................................................................................... 30 2.1.2 Dch v SMS Banking ........................................................................................................ 31 2.1.3 Dch v V in t MOMO ................................................................................................. 33 2.2 Cng ngh .................................................................................................................................... 344 2.2.1 Cng ngh bo mt............................................................................................................ 344 2.2.2 Cng ngh Core Banking .................................................................................................. 355 2.3 Kt qu trin khai v NHT trong nm 2010 v 6 thng u nm 2011 ....................................... 36 2.3.1 Kt qu trin khai dch v NHT nm 2010 ...................................................................... 36 2.3.2 Kt qu trin khai dch v ngn hng in t 6 thng u nm 2011 ................................. 37 3 nh gi cht lng dch v NHT ca VietinBank thng qua s hi lng ca khch hng ........................................................................................................................................................... 400 3.1 Tng quan cuc iu tra: .............................................................................................................. 400 3.1.1 Thi gian, quy m v i tng ca cuc iu tra. ............................................................ 400 3.1.2 Mt s in php nhm m o tnh chnh xc ca kt qu nghi n cu: ......................... 401 3.1.3 Mc ch ca cuc iu tra ............................................................................................... 411 3.1.4 Cch tnh im s ca cht lng dch v ........................................................................ 412 3.1.5 c im i tng iu tra .............................................................................................. 433 3.2 Kt qu iu tra .............................................................................................................................. 44 3.3 Phn tch kt qu iu tra ............................................................................................................. 455

ii

3.3.1 Phn tch kt qu iu tra cht lng dch v ca ngn hng VietinBank. ......................... 46 3.3.2 nh gi so snh cht lng dch v NHT ca NH VietinBank vi TEC v VCB qua cc yu t ca m hnh Servqual ........................................................................................... 47 CHNG III MT S GII PHP NHM GP PHN HON THIN V PHT TRIN DCH V NGN HNG IN T TI VIETINBANK 1 nh hng pht trin cng ngh thng tin Ngn hng n nm 2020. ....................................... 51 2 Mt s gii php nhm hon thin v pht trin dch v NHT ti Ngn hng TMCP Cng Thng Vit Nam............................................................................................................................. 55 2.1 Pht trin h tng c s v u t cc cng ngh hin i ............................................................ 55 2.2 a dng ha, pht trin cc dch v NHT ................................................................................... 58 2.3 Pht trin ngun nhn lc............................................................................................................... 59 2.4 Nhm gii php qung b hnh nh ................................................................................................ 62 KT LUN .......................................................................................................................................... 69 TI LIU THAM KHO .................................................................................................................. 70

iii

DANH MC T VIT TT
1. NHT Ngn hng in t

2. VCB

Ngn hng thng mi c phn Ngoi thng Vit Nam

3. TCB

Ngn hng k thng Vit nam

4. ACB

Ngn hng Chu

5. NHNN

Ngn hng Nh nc

6. TMCP

Thng mi c phn

7. TK

Ti khon

8. TNHH

Trch nhim hu hn

9. ATM

Automated Teller Machine (My rt tin t ng)

10. POS

Point of Sale (im n hng)

11. SMS

Short Message Services (Dch v tin nhn ngn)

iv

LI M U
Vit Nam gia nhp t chc thng mi th gii (WTO) v cam kt n nm 2012 s m ca ngnh ngn hng hon ton t h thng ngn hng Vit Nam trc nhng c hi c ng nh thch thc to ln. S tham gia ca cc t chc ti chnh quc t s to ra p lc cnh tranh rt ln ngay tr n th trng ni a Vit Nam. iu ny uc cc ngn hng phi a dng v pht trin hn na cc hot ng dch v nhm p ng ngy cng tt hn s pht trin ca nn kinh t v ngy cng hi nhp hn vi s pht trin ca ngnh ngn hng trong khu vc v tr n th gii. Vi vic ng dng cc thnh tu khoa h c cng ngh hin i, phng thc cung ng sn ph m v dch v thng qua k nh phn phi in t hay cn c g i chung ng khi nim Thng mi in t c hnh thnh v nhanh ch ng pht trin. Thch ng vi s pht trin m nh m ca Internet v cc phng tin in t khc ti Vit Nam trong nhng nm qua, n cnh dch v ngn hng truyn thng cc ngn hng Vit Nam c ng pht trin dch v ngn hng in t (NHT). K t , khch hng hon ton c th thc hin cc giao dch thng qua ngn hng mt cch thun tin thng qua dch v NHT m khng phi mt thi gian v chi ph giao dch trc tip ti cc phng giao dch ca ngn hng. Tuy nhi n, y v n l mt loi hnh dch v mi m cha hon thin c v trnh cng ngh c ng nh kinh nghim thc t. Mc d dch v NHT ti Vit Nam t c nhng thnh tu ng k, song s pht trin v n cha tng xng vi tim nng. D cc ngn hng phi b rt nhiu chi ph c t vn, h tr k thut nhng s phc tp v mt k thut nghip v v mi trng cnh tranh khc lit lm cho vic pht trin dch v ngn hng in t cn gp nhiu kh khn v ri ro. Trong giai on hin ti, khi nn kinh t nc ta ang dn hi nhp vi kinh t th gii th vic thng mi in t ha cc giao dch trong hu ht cc ngnh ngh l mt xu hng khng th trnh khi. T , nhu cu thc hin cc giao dch in t thng qua ngn hng xut hin, v tin rng trong tng lai khng xa s pht

trin rt mnh m. L mt trong nhng ngn hng hng u ti Vit Nam, Ngn hng thng mi c phn Cng thng Vit Nam-VietinBank khng ch lun tp trung hon thin cc nghip v ngn hng thng mi truyn thng, m ng thi cn pht trin nhng nghip v v NHT nhm bt kp s pht trin ca x hi v t nc trong giai on cng nghip ha hin i ha. VietinBank lun n lc i mi v ng dng cng ngh vo cc knh giao dch in t nhm nng cao cht lng dch v, p ng nhu cu khch hng m cn gim ti cho cc giao dch trc tip. Mc d VietinBank lun c gng cung cp nhng dch v tt nht ti khch hng nhng iu cha ao gi l d dng vi bt k mt ngn hng no. Mun thnh cng th ngn hng phi c cu tr li tha ng cho cu hi: khch hng c thc s hng lng vi nhng dch v h hay khng? Chnh v l do m nh m tc gi la ch n ti nghin cu: nh gi cht lng dch v ngn hng in t ca ngn hng TMCP Cng thng Vit Nam thng qua s hi lng ca khch hng bng thang o SERVQUAL

vi

CHNG I: C S L THUYT V M HNH NGHIN CU

C s l thuyt v dch v 1.1 nh ngha v dch v

Dch v l mt khi nim ph bin trong nhiu lnh vc v c rt nhiu cch nh ngha v dch v. Theo nh ngha ca hip hi Marketing M (AMA), dch v l nhng hot ng mang tnh v hnh nhm tha mn nhng nhu cu, mong mun ca khch hng, theo dch v ko nht thit l sn ph m hu hnh. Theo Zeithaml & Britner, dch v l nhng hnh vi, qu trnh, cch thc thc hin mt cng vic no nhm to ra gi tr s dng cho khch hng lm tha mn nhu cu v mong i ca khch hng. Theo Philip Kotler, dch v l nhng hot ng hay li ch m doanh nghip c th cng hin cho khch hng nhm thit lp, cng c v m rng nhng quan h hp tc lu di vi khch hng. 1.2 c im v dch v

Dch v l mt sn ph m c bit, c nhng c trng c n khc vi nhng sn ph m hu hnh khc nh tnh v hnh, tnh khng ng nht, tnh khng th tch ri v tnh khng th ct gi. Dch v v c n l khng c th, do vy n rt d bt chc. iu ny lm cho vic cnh tranh tr nn gay gt hn v c ng chnh l thch thc ch yu ca marketing dch v. 1.2.1 Tnh v hnh

Tnh v hnh ca dch v l tnh cht m ngi tiu dng khng cm nhn c dch v thng qua cc gic quan. Khc vi sn ph m vt cht, dch v khng th nhn thy c, khng th nm c, khng ngi thy, nghe thy c trc khi ngi ta mua chng. Trc khi mua chng, ngi mua s tm kim cc du hiu hay bng chng v cht lng dch v gim bt mc khng chc chn. H s suy on v cht lng dch v t a im, con ngi, trang thit b, thng tin, gi

c v ti liu m h nhn c. Vi l do l v hnh nn cng ty cm thy kh khn trong vic nhn thc nh th no v dch v v nh gi cht lng dch v1. 1.2.2 Tnh khng ng nht

c tnh ny cn g i l tnh khc bit ca dch v. Theo , vic thc hin dch v thng khc nhau ty thuc vo cch thc phc v, nh cung cp dch v, ngi phc v, thi gian thc hin, lnh vc phc v, i tng phc v v a im phc v. c tnh ny th hin r nht i vi cc dch v bao hm sc lao ng cao. Vic i hi cht lng ng nht t i ng nhn vi n s rt kh m bo2. Bi v nhng dch v cng ty d nh phc v c th hon ton khc nhng g ngi tiu dng nhn c. 1.2.3 Tnh khng th tch ri

c im ny ca dch v c th hin qua vic kh phn chia dch v thnh hai giai on rch ri l giai on sn xut v giai on s dng. Dch v thng c to ra v s dng ng thi. iu ny khng ng vi cc hng ha vt cht uc sn xut ra nhp kho, phn phi qua nhiu nc trung gian mua bn, ri sau mi c ti u d ng. i vi sn ph m hng ha, khch hng ch s dng sn ph m giai on cui c ng, cn i vi dch v, khch hng ng hnh trong sut hoc mt phn ca qu trnh to ra dch v. i vi nhng dch v c hm lng lao ng cao, v d nh cht lng xy ra trong qu trnh chuyn giao dch v th cht lng dch v th hin trong qu trnh tng tc gia khch hng v nhn vin ca cng ty cung cp dch v3. 1.2.4 Tnh khng lu gi c

Dch v khng th ct gi, lu kho ri em n nh hng h a khc. Tnh khng lu gi c ca dch v s khng thnh vn khi m nhu cu n nh. Khi nhu cu thay i, cc cng ty dch v s gp kh khn. V d nh cc cng ty du lch, khch sn s phi c nhiu chuyn du lch, phng, nh ngh hn rt nhiu ln
1 2

Robinson, 1999 Caruana & Pitt, 1997 3 Svensson, 2002

trong ma du lch so vi nhu cu nh thng trong nm hay cc cng ty vn ti cng cng phi c nhiu phng tin hn so vi s lng cn thit nhu cu bnh thng trong sut c ngy m bo phc v cho nhu cu vo nhng gi cao im. Chnh v vy, dch v l sn ph m c s dng khi tao thnh v kt thc ngay sau . 1.3 Cht lng dch v Theo Phillip kotler, cht lng dch v l dch v p ng s mong i ca khch hng v lm tha mn nhu cu ca h . Parasuareman li cho rng cht lng dch v l khong cch gia s mong i ca khch hng v nhn thc ca h khi qua s dng dch v. Trong thi i cng ngh ngy cng pht trin, s chnh lch v cht lng sn ph m gia cc hng ln trong cng mt ngnh l khng nhiu, h bt u chuyn sang cnh tranh bng cht lng dch v nn tm hiu v nm bt c cc yu t cu thnh nn cht lng dch v c th cung cp nhng dch v tt l iu ct yu quan tm ca cc cng ty hin nay.

TNG QUAN V NHT V DCH V NHT 2.1 Khi qut chung v ngn hng in t 2.1.1 nh ngha v ngn hng in t v dch v ngn hng in t

Ngn hng in t l ngn hng m cc dch v c cung cp qua cc phng tin k thut in t, khch hng khng cn n trc tip ti cc chi nhnh ca ngn hng m v n c th thc hin c cc giao dch v nm bt c thng tin ti chnh ca mnh. Dch v ngn hng in t l mt h thng phn mm vi tnh cho php khch hng tm hiu hay mua dch v ngn hng thng qua vic ni mng my vi tnh ca mnh vi Ngn hng1. Vi dch v ngn hng in t, khch hng c kh nng truy

Trng c Bo, Ngn hng in t v cc phng tin giao dch in t, Tp ch tin h c ngn hng, s 4 (58), 7/2003

nhp t xa nhm: thu thp thng tin; thc hin cc giao dch thanh ton, ti chnh da trn cc ti khon lu k ti ngn hng, v ng k s dng cc dch v mi1. Hin nay, mt s ngi v n ng nht dch v ngn hng in t (E-banking) vi dch v ngn hng trc tuyn (Internet banking). Nu nh dch v NHTT l vic cung ng cc dch v ngn hng thng qua mng Internet, th dch v NHT li bao gm c vic cung cp cc dch v thng qua mt s phng tin khc nh: fax, in thoi, email, ATM, internet. Internet banking ch l mt trong dch v ca e-banking v vi nhng li th so vi cc phng tin khc l ph giao dch r, tc nhanh, linh ng v thi gian v a im th Internet anking c coi l linh hn ca Ebanking. 2.1.2 Cc dch v ngn hng in t

a) Internet banking Dch v ny cho php qu khch hng n gin ha hot ng thanh ton v thc hin giao dch trc tuyn m khng cn n ngn hng c ng nh kim sot hot ng ca cc ti khon ny. tham gia, khch hng truy cp vo website ca ngn hng v thc hin giao dch ti chnh, truy vn thng tin cn thit. Thng tin rt phong ph, t chi tit giao dch ca khch hng n nhng thng tin khc v ngn hng nh gi vng, t gi ngoi t, li sut. Khch hng c ng c th truy cp vo cc we site khc mua hng, tr tin in, nc, in thoi, internet, thu thu nhp c nhn qua vic thc hin thanh ton vi ngn hng. Tuy nhin, ngn hng phi c h thng bo mt mnh i ph vi ri ro trn phm vi ton cu. y l tr ngi ln i vi cc ngn hng ti Vit Nam v u t vo h thng bo mt rt tn km. b) Home Banking y l cm cc dch v cho php khch hng qun l t xa thng tin ti khon ca mnh ti bt k im giao dch no. Vi ngn hng ti nh, khch hng giao dch vi ngn hng qua mng nhng l mng ni b (Intranet) do ngn hng xy
1

How the Internet redefines banking, T p ch the Australian Banker, tuyn tp 133, s 3, 6/1999

dng ring. Cc giao dch c tin hnh ti nh, vn phng, cng ty thng qua h thng my tnh ni vi h thng my tnh ca ngn hng. Thng qua dch v Home Banking, khch hng c th thc hin cc giao dch v chuyn tin, lit k giao dch, t gi, li sut, giy bo n, o c . s dng dch v Home Banking, khch hng ch cn c my tnh kt ni vi h thng my tnh ca ngn hng thng qua modem hoc ng in thoi quay s, khch hng phi ng k s in thoi v ch s in thoi ny mi c kt ni vi h thng Home Banking ca ngn hng. c) Phone Banking Phone Banking l h thng t tr li cc thng tin v dch v, sn ph m ngn hng qua in thoi ca ngn hng. Khch hng nhn vo cc phm tr n in thoi theo m quy nh ca ngn hng yu cu h thng tr li cc thng tin cn thit. y l sn ph m cung cp thng tin ngn hng qua in thoi hon ton t ng. Do t ng nn cc loi thng tin c n nh trc, bao gm thng tin v t gi hi oi, l i sut, gi vng, gi chng khon, thng tin c nhn cho khch hng nh s d ti khon, lit k nm giao dch cui cng trn ti khon, cc thng bo mi nht. H thng c ng t ng gi fax khi khch hng yu cu cho cc loi thng tin ni trn. d) Mobile Banking Mobile Banking l h thng tr li bng cc tin nhn t ng v cc thng tin, dch v ca ngn hng ni n ng k. Ngoi ra cn l hnh thc thanh ton trc tuyn qua mng in thoi di ng. Phng thc ny c ra i nhm gii quyt nhu cu thanh ton giao dch c gi tr nh (micro payment) hoc nhng dch v t ng khng c ngi phc v. Mun tham gia, khch hng phi ng k tr thnh thnh vin chnh thc, trong quan tr ng l cung cp nhng thng tin c bn nh: s in thoi di ng, s ti khon c nhn d ng trong thanh ton. Sau , khch hng c nh cung ng dch v thng qua mng ny cung cp mt m s nh danh (ID). M s ny khng phi s in thoi v n s c chuyn thnh m vch dn ln din thoi di ng, gip cho vic cung cp thng tin khch hng khi thanh ton nhanh ch ng, chnh xc v n gin hn cc thit b u cui ca im
5

bn hng hay cung ng dch v. Cng vi m s nh danh, khch hng cn c cp mt m s c nhn (PIN) khch hng xc nhn giao dch thanh ton khi nh cung cp dch v thanh ton yu cu. Sau khi hon tt cc th tc cn thit th khch hng s l thnh vin chnh thc v iu kin thanh ton qua in thoi di ng. Tuy nhi n, ng v pha khch hng th y v n l mt dch v mo him. Theo bo co ca Javelin Strategy & Research vi ta Cc ti u chu n bo mt cho dch v ngn hng qua in thoi di ng 2008 , 47% nhng ngi khng ng k dch v ny l v tnh bo mt. Mc d khng c cc v tn cng in thoi di ng no trn din rng nhng 73% khch hng lo s rng cc tin tc c th truy cp t xa vo in thoi di ng ca h c ng nh cc mi lo ngi cc s liu Mobile Banking nhy cm ca h c th b nh cp bng tn hiu khng dy, mc d vic thng tin gi i c s mt m h a v hn mt na lo lng v vic iu g s xy ra nu in thoi ca h b nh cp. e) Call Center Do qun l d liu tp trung nn khch hng c ti khon ti bt k chi nhnh no v n g i v mt s in thoi c nh ca trung tm ny c cung cp m i thng tin chung v c nhn. Khc vi Phone Banking ch cung cp cc loi thng tin c lp trnh sn, Call Center c th linh hot cung cp thng tin hoc tr li cc thc mc ca khch hng. Nhc im ca Call Center l phi c ngi trc 24/24 gi. f) Kiosk ngn hng L s pht trin ca dch v ngn hng hng ti vic phc v khch hng vi cht lng cao nht v thun tin nht. Tr n ng ph s t cc trm lm vic vi ng kt ni Internet tc cao. Khi khch hng cn thc hin giao dch hoc yu cu dch v, h ch cn truy cp, cung cp s chng nhn c nhn v mt kh u s dng dch v ca h thng ngn hng phc v mnh. y l mt hng pht trin ng lu tm cho cc ngn hng thng mi Vit Nam nhm gim ti cho h thng ATM. Kiosk Banking s dng cng ngh mn hnh cm ng, c th ng dng trn rt nhiu lnh vc nh n hng, thng tin v pht trin cc dch v, tin ch phi rt
6

tin mt ca ngn hng. H thng Kiosk c trin khai kh rng ri ti nhiu ngn hng trn th gii v trong khu vc nh: CitiBank (ton cu), DBS, UOB (Singapore). 2.1.3 Phng thc giao dch thanh ton in t a) Tin in t (Digital Cash) Tin in t (e-money hay cn c g i l digital cash) l mt h thng cho php ngi s dng c th thanh ton khi mua hng hoc s dng cc dch v nh truyn i cc con s t my tnh ny ti my tnh khc1. Tin in t l tin c s ha, tc l tin dng nhng bit s. Tin in t ch c s dng trong mi trng in t phc v cho nhng thanh ton in t thng qua h thng thng tin bao gm h thng mng my tnh, internet v c lu tr trong c s d liu ca t chc pht hnh (bn th 3) v c biu hin di dng bt t trn ti khon m khch hng (ngi mua) m ti t chc pht hnh. Tin in t l phng tin ca thanh ton in t c bo mt bng ch k in t, v c ng nh tin giy n c chc nng l phng tin trao i v tch l y gi tr. Nu nh gi tr ca tin giy c m bo bi chnh ph pht hnh th i vi tin in t, gi tr ca n c t chc pht hnh m bo bng vic cam kt s chuyn i tin in t sang tin giy theo yu cu ca ngi s hu.

http://www.cyvee.com/group/discussion/24772/Tien-dien-tu-la-gi-Vi-tien-dien-tu-la-gi-Cac-ban-cung-traodoi-nhe/?gid=2940, truy cp ngy 30/04/2011

Biu 1: Quy trnh thanh ton s dng tin in t

Bank
1
Issue of Digital Cash

3 Ask For

Payment

Person A
2 Send Digital
Cash
Ngun: VietinBank

Person B

Ngi A ly tin in t t ngn hng ca mnh v cc ngn hng ly i mt s tin tng ng t ti khon ca ngi A. Nhng ngi s dng hin nay l quyn s dng tin ng cch cho chng vo ti khon mt ngi d ng khc B, trong c th l mt thng gia. B nhn c tin trong mt giao dch tin mt v thy rng n c y quyn ca mt ngn hng.Sau B c th nhn tin mt vo ti khon ca mnh ti ngn hng. b) Sc in t Sc in t c ni dung ging nh sc thng, ch khc bit duy nht l sc ny c k in t. iu ny c ngha l vic m h a thng ip c thc hin bng mt m c nhn ca ngi k sc. Khi ngn hng ca ngi th hng thc hin nghip v nh thu sc, h s nh du l n thng ip in t v vic thng ip ny c m ha bi m ha cng khai ca ngn hng pht hnh sc s l c s cho vic thanh ton sc in t ny. Phng php thanh ton ng Sc trc tuyn Print & Pay : Print & Pay c ngha l in v thanh ton . S d phng php ny c g i l in v thanh ton
8

bi v khch hng cn phi mua mt phn mm cho php h c th in nhng tm sc v chuyn sc n ngn hng nhn tin. Qu trnh x l sc trc tuyn c ng ging nh sc thng thng, chnh v vy khch hng cn phi i n khi sc c chuyn n ngn hng v phi c chng nhn chc chn rng nhng tm sc c gi tr. c) Trung tm giao dch i vi ngi mua, vic s dng trung tm giao dch c ng ging nh vic p dng phng php print and pay , bi v trong c hai phng php, h u phi nhp tt c cc thng tin trn sc vo m u trc tuyn. Nhng thng tin s c m ho v chuyn trc tip ti ngn hng v s c x l trong vng 48 gi. Sau , ton s tin ca giao dch s c chuyn t ti khon ca ngi mua sang ti khon ca ngi n. Km theo , l mt ngi bn v mt o c trc tuyn vo ti khon ca o n c gi bng email cho ngi mua.

Ngoi vic cho php chp nhn thanh ton trc tuyn, c hai phng php trn cn cho php bn thanh ton qua in thoi hoc fax. d) Th thng minh (Stored value smart card) L loi th nha gn vi mt b vi x l (micro processor chip). Ngi s dng th np tin vo th v s dng trong vic mua hng. S tin ghi trong th s c tr li cho ti khi bng 0. Lc , ch s hu c th np tin hoc vt b th. V in t c s dng rt nhiu trong giao dch nh ATM (Automated Teller Machine), Internet Banking, Home Banking, Telephone Banking hoc mua hng trn Internet vi mt u c th thng minh kt ni vo my tnh c nhn. Trong phm vi bi nghin cu ny, nhm nghin cu ch cp n cc loi hnh thanh ton dnh cho khch hng c nhn c s dng qua h thng phng tin truyn thng nh internet, mng li in thoi c th tn dng c tnh linh ng v khng gian, thi gian. Nhm nghin cu khng cp ti loi hnh thanh ton qua ATM.

2.1.4 Li ch ca ngn hng in t a) Tit kim chi ph V pha ngn hng: Bng vic pht trin dch v NHT, ngn hng s khng phi thit lp mt h thng cc chi nhnh v phng giao dch, t s gim bt c cc chi ph v vn phng, nhn s m v n c th p ng c khi lng ln khch hng. V pha khch hng: Do ngn hng gim thiu c cc chi ph khng cn thit khi chuyn sang cung cp dch v NHT n n cc ph ca cc dch v NHT c ng mc rt thp so vi cc dch v khc. Quan tr ng hn, tnh tin li ca dch v NHT cn gip khch hng tit kim c chi ph thi gian, c th tha mn cc nhu cu ca mnh ti bt k ni vo, vo t c thi im no m khng phi trc tip n ngn hng hay a im giao dch. b) Nng cao hiu qu s dng vn Vic pht trin cc dch v thanh ton in t tin tin gip chu chuyn vn tng nhanh v p ng tt hn cc nhu cu thanh ton ca nn kinh t t nc ang thay i nhanh ch ng. Chnh iu s lm cho lung tin t m i pha chy vo ngn hng s rt ln v c iu ha, lm thay i c cu tin lu thng, chuyn t nn kinh t tin mt sang nn kinh t chuyn khon. Qua , y nhanh tc lu thng hng h a, tin t, nng cao hiu qu s dng vn. c) Knh thng tin nhanh chng, a dng V pha ngn hng: Qung thng hiu ca mnh mt cch rng ri nht bng cch cung cp thng tin, dch v h tr ca mnh qua cc website, forum ring; Gip cho hot ng thanh tra, gim st ngn hng cht ch, kp thi chn chnh nhng vi phm, gi vng an ton h thng. Ngn hng c th ng dng mng thng tin cho vic qun l h thng kho qu, in n tin, iu hnh vn phng, qun l h s cn , o to hun luyn nghip v, hi h p t xa trong nc v quc t;
10

 y mnh vic lin kt, hp tc gia cc ngn hng ngy cng cht ch, pht trin a dng, mnh m, rng khp trong nc v th gii; Tng kh nng chm s c phc v khch hng thng qua cc dch v h tr trc tuyn v s phong ph ca cc dch v NHT c th gip ngn hng nhm n nhiu i tng khch hng, nhiu lnh vc kinh doanh. V pha khch hng: Khch hng c cung cp thng tin hai chiu mt cch nhanh nht, tin li nht. Thng qua dch v, khch hng c th nm c cc thng tin v ti khon ca mnh, v t gi, li sut c ng nh c hng d n, gii thiu v dch v hay tham kho kin ca nhng ngi s dng dch v qua cc website. 2.2 Tnh tt yu ca vic pht trin dch v NHT dnh cho khch hng c nhn 2.2.1 Hng ti ngn hng bn l

Xu th chung ca cc ngn hng thng mi hin nay l vic hng ti ngn hng n l. Khi ngun kim li nhun d dng t mng ngn hng u t cc c quan iu tit ng n, gii ngn hng quay sang tp trung vo mng ngn hng n l. y l mt mng rt ln trong ngnh ngn hng. M, cc nghip v ngn hng thng mi v ngn hng n l tch ca phn ngn hng n l mang li 750 t la doanh thu mi nm, tng ng khong tr n 20% tng doanh thu ngnh ngn hng ton cu1. V ti Chu u, ni th trng vn v n km pht trin hn so vi M, li nhun ca phn ln cc tp on ngn hng ln trong vi nm ti s ph thuc vo thnh tch ca phn ngn hng n l2 Nhng ngn hng da vo ngun vn ngn hn t doanh nghip s buc phi tr l i cao hn, c xp hng tn dng thp hn v c quan iu tit gim st cht ch. Bn cnh yu cu ngn hng tng vn ch s hu, Basel 3 c ng s khuyn khch h huy ng vn t nhng ngun n nh hn so vi th trng tin t. Trong
1 2

http://www.economist.com/node/18654598, truy cp ngy 20/05/2011 http://www.economist.com/node/18654598, truy cp ngy 20/05/2011

11

 , tt nht l tin ti t khch hng c nhn. C quan iu tit thch tin gi v khch gi tin nh thng t khi chuyn ti khon ca mnh sang ngn hng khc. V th ngn hng s phi tch cc cnh tranh hn tip cn c vi tin gi v ti khon sc ca hng triu khch hng nh l. 2.2.2 Xu th cnh tranh bng cht lng dch v

Trong sut mt thi k di, cc ngn hng thng mi cnh tranh ch yu bng li sut thng qua vic iu chnh li sut. Cc ngn hng thu ht cc khch hng c nhn thng qua vic tng l i sut tin gi, gim li sut cho vay. Nhng hin nay, li sut ch l mt trong nhng cng c cnh tranh ca cc ngn hng. Bng 1: Li sut tin gi VN ngn hng TCB, VietinBank, VCB, BIDV 6/2011 Li sut(%) KKH 1 Ngn hng 3 BIDV 14 14 14 14 14 14 14 14 14 2 3 6 9 12 18 24 36

2.4 VIETCOMBANK 3 VIETINBANK

14

14

14

14

14 14

12

12

14

14

14

14

14 14

12

11.5

11

2.4 TECHCOMBANK

13.9 13.9 13.9 13.45 13 13.9 11.95 11.95 11.95

Ngun: Tng hp ca nhm tc gi t trang web ca cc ngn hng VietinBank, BIDV, VietcomBank v TechcomBank

12

 th trng Vit Nam, li sut thng c s dng nh l mt cng c chnh huy ng vn. Ngy 25/05/2010, NHNN an hnh thng t 13/TT-NHNN thay th cho quyt nh 457/2005/Q-NHNN, nng mc CAR ln 9%. Hn na, ngy 03/03/2011 NHNN an hnh thng t 02/2011/TT-NHNN quy nh mc li sut huy ng ng Vit Nam ca cc t chc tn dng v chi nhnh ngn hng nc ngoi l 14%. Nhng bin php mnh m trn ca NHNN khin cho cc ngn hng khng th s dng li sut thu ht tin gi t nn kinh t. Mt khi li sut ca cc ngn hng gn nh tng ng nhau, h s phi chuyn sang cnh tranh bng cht lng dch v. i vi th trng Vit Nam hin nay, cc ngn hng c ng khng th i vay ri cho vay ra qu nhiu khi NHNN quy nh hn mc tng trng tn dng khng qu 20%/nm. Nh vy, vic ng lot phi thc hin nng h s an ton vn ti thiu v tun th mc trn li sut tin gi, hn mc tng trng tn dng, cng vi mc li sut cho vay bnh qun ca cc ngn hng hin nay khong 20%/nm1, doanh thu t hot ng tn dng ca cc ngn hng s gp rt nhiu kh khn. iu ny i hi cc ngn hng phi c nhng hng i mi trong qu trnh pht trin ca mnh. Cc ngn hng hin nay u khuyn khch gim c cu doanh thu t hot ng tn dng, tng doanh thu dch v. Hn na, s thay i ca cng ngh thng tin hin nay din ra rt nhanh nn ngn hng lun phi thch nghi, nm bt cc k thut, cng ngh mi nhm to ra nhng dch v c th p ng nhu cu ngy cng a dng ca khch hng, gim bt s khng hi lng ca khch hng v cht lng dch v cung ng. 2.2.3 S pht trin ca internet v cc giao dch in t i hi phi c cc dch v h tr thanh ton in t Vit Nam l quc gia c t l tng trng tnh theo s ngi s dng internet nhanh nht ti chu v nm trong s cc quc gia c t l tng trng cao nht trn th gii.

Theo VP AuDit

13

Biu 2: Tc gia tng s ngi s dng internet Vit Nam giai on 2003-2010

Ngun: Bo co tnh hnh pht trin v s dng internet Vit Nam, Cimigo, thng 4/2011 Theo trung tm Internet Vit Nam VNNIC, c 26.8 triu ngi Vit Nam ang s dng internet tnh n thi im cui nm 2010. Con s ny tng ng khong 31% dn s Vit Nam. Hn na, ngi s dng internet ti Vit Nam s dng kh nhiu thi gian truy cp internet. Trung bnh h s dng 1421 pht vo nhng ngy trong tun v 1352 pht vo nhng ngy cui tun truy cp internet. Chnh s pht trin ca internet l nhn t tin , to pht trin cho hot ng kinh doanh trc tuyn v ngn hng in t. Trong giai on t nm 2007 n 2010, cc hot ng mua bn trc tuyn tng hn 70%.

1 2

Ngun: Cimigo NetCitizens Ngun: Cimigo NetCitizens

14

Biu 3: S lng ngi tham gia kinh doanh trc truyn v dch v ngn hng in t giai on 2007 2010

Ngun: Cimigo NetCitizens, thng 4/2011 Cng vi s pht trin ca kinh doanh trc tuyn, dch ngn hng in t c ng tr nn ph bin hn vi mc tng t 7% ln 12%. Trong thi gian ti, khi khung php l v thng mi in t hon thin hn, cng ngh v bo mt tt hn s ha hn nhng c pht trin mnh m hn ca cc hot ng kinh doanh trc tuyn. Do , cc dch v vn ng g p mt phn quan tr ng trong qu trnh kinh doanh trc tuyn s c nhiu c hi pht trin hn na. 2.3 Qu trnh cung ng dch v NHT dnh cho khch hng c nhn trong mt s NH ti Vit Nam 2.3.1 Ngn hng TMCP Ngoi Thng Vit Nam ( VietcomBank) H thng ngn hng li Core Banking c a vo s dng nm 2001, VCB to c ngot v ng dng cng ngh trong ngnh ngn hng VN. Trn nn tng ny, VCB cho ra i hng lot cc sn ph m mi, trong c : Nm 2003: VCB trin khai dch v NHT u tin Phone Banking; Nm 2005: VCB tip tc a dch v VCB-Money vo hot ng. Hot ng thanh ton li n ngn hng c thay i c bit vi vic VCB tr thnh trung tm x l giao dch thanh ton in t ca ton h thng cc
15

ngn hng thng qua sn ph m ch o VCB-MONEY. Knh VCBMONEY cung cp ti 97% dch v thanh ton in t ca cc khch hng nh ch ti chnh v doanh nghip giao dch qua Vietcombank. Cho n ht nm 2006 c 120 nh ch ti chnh v 175 t chc kinh t s dng dch v thanh ton qua knh VCB-MONEY vi s lng giao dch t 928.000 giao dch, tr gi 332.750 t ng v 21 t USD; Nm 2007: a vo trin khai th nghim dch v Internet Banking, SMS Banking v VCB E-tour. Ngay sau khi a vo, SMS anking thu ht 30.000 ngi s dng dch v; Nm 2009: Ngy 15/1/2009 VCB bt u cung cp dch v VCB-eTopup, d ng np tin cho thu bao tr trc ca cc mng di ng Mobifone, Vinaphone v Viettel. Cho n thng 6/2011, VCB cung cp nhng dch v NHT sau: Internet Banking, SMS Banking, Phone Banking, VCB-Money, VCB-eTour, VCB-eTopup. 2.3.2 Ngn hng k thng Vit Nam - TECHCOMBANK

Hin nay, TCB cung ng 03 dch v NHT dnh cho khch hng c nhn : HomeBanking, Fast MobiPay, F@st i-Bank. Nm 2003 : trin khai dch v Home Banking; Nm 2007 : TechcomBank bt u cung ng dch v F@st i-Bank; Nm 2009 : Ngy 14/1/2009 TechcomBank trin khai dch v F@st MobiPay; 2.3.3 Ngn hng TMCP Cng Thng Vit Nam - VietinBank

Tnh n nm 2011, Ngn hng TMCP Cng Thng Vit Nam trin khai 04 dch v NHT dnh cho khch hng c nhn, trong : Nm 2005: VietinBank a vo khai thc Internet Banking, y l dch v ngn hng in t u tin ca VietinBank; Nm 2008: VietinBank bt u cung cp dch v SMS Banking. Ngay trong nm 2008 c 35.000 khch hng s dng dch v. Tnh n 25/06/2001,

16

s khch hng c nhn s dng dch v SMS Banking ca VietinBank l n ti 131.921 ngi; Nm 2010: Ngy 24/11/2010, VietinBank chinh thc cung cp dch v V in t MoMo ti nh m khch hng c nhn. Ngay sau , ngy 17/12/2010, VietinBank tip tc tung ra dch v VietinBank iPay. y c coi l mt phin bn mi thay th cho Internet Banking, vi nhiu chc nng v tin ch ni bt hn.

M hnh nghin cu 3.1 S tha mn ca khch hng 3.1.1 nh ngha v s tha mn khch hng

Theo Spreng, MacKenzie, & Olshavsky (1996), 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. C nhiu quan im nh gi khc nhau v s tha mn ca khch hng. S tha mn ca khch hng l phn ng ca h v s khc bit cm nhn gia kinh nghim it v s mong i1. Theo Kotler & Keller (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 ph m so vi mong i ca ngi . Theo , s tha mn c ba cp sau: Nu nhn thc ca khch hng nh hn k v ng th khch hng cm nhn khng tha m n; Nu nhn thc ng k v ng th khch hng cm nhn tha m n; Nu nhn thc ln hn k v ng th khch hng cm nhn l tha m n hoc thch th. Khch hng c tha m n l mt yu t quan tr ng 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.
1

Parasuraman & ctg, 1988; Spreng & ctg, 1996; Terry, 2002

17

3.1.2 Mi quan h gia cht lng dch v v s tha mn ca khch hng c rt nhiu nghi n cu ch ra rng cht lng dch v v s tha m n l hai khi nim khc nhau nhng c mi li n h mt thit vi nhau. Theo Zeithaml & Bitner, s tha m n ca khch hng l mt khi nim tng qut n i l n s hi lng ca h khi ti u d ng mt dch v, cn n i n cht lng dch v l quan tm n cc thnh phn c th ca dch v. Oliver cho rng cht lng dch v nh hng n mc tha m n ca khch hng. Tc l, cht lng dch v c xc nh i nhiu nhn t khc nhau l mt phn nhn t quyt nh ca s tha m n. Cc nghi n cu ca Cronin & Taylor,1992; Spreng & Mackoy, 1996 v Ruyter, Bloemer, Peeters, 1997 kt lun rng cht lng dch v l tin ca s tha m n, l nhn t ch yu nh hng n s tha m n. 3.2 M hnh 5 khong cch cht lng dch v-Servqual Parasuramen c xem l mt trong nhng ngi u tin nghin cu v dch v mt cch c th v chi tit vi vic a ra m hnh 5 khong cch cht lng dch v. M hnh ny c trnh by theo hnh sau:

18

Hnh 1.1 M hnh cht lng dch v

Ngun: Parasuraman et al (1985, theo Nguyn nh Th et al,2003 ) Khong cch 1: xut hin khi c s khc it gia k v ng ca khch hng v cht lng dch v v nh qun tr dch v cm nhn v k v ng ca khch hng. im c n ca s khc it ny l do cng ty dch v khng hiu c ht nhng c im no to n n cht lng ca dch v mnh c ng nh cch thc chuyn giao chng cho khch hng tha m n nhu cu ca h . Khong cch 2: xut hin khi cng ty dch v gp kh khn, tr ngi khch quan l n ch quan trong vic chuyn i nhn thc ca mnh v k v ng ca khch hng thnh nhng ti u ch cht lng c th v chuyn giao chng ng k v ng. Cc ti u ch tr thnh thng ip tip th n khch hng. Trong nhiu trng hp, cng ty c th nhn thc c k v ng ca khch hng thnh nhng khng phi
19

cng ty lun c th chuyn i k v ng ny thnh nhng ti u ch c th v cht lng v chuyn giao chng theo ng k v ng cho khch hng nhng c tnh ca cht lng dch v. Nguy n nhn chnh ca vn ny l kh nng chuy n mn ca i ng nhn vi n dch v c ng nh dao ng qu nhiu v cu dch v. C nhng lc cu v dch v qu cao lm cho cng ty khng p ng kp. Khong cch 3: xut hin khi nhn vi n phc v khng chuyn giao dch v cho nhng khch hng theo nhng ti u ch c xc nh. Trong dch v, cc nhn vi n c li n h trc tip vi khch hng, ng vai tr quan tr ng trong qu trnh to ra cht lng. Tuy nhi n, khng phi lc no cc nhn vi n c ng c th hon thnh nhim v theo ti u ch ra. Khong cch 4: l sai it gia dch v chuyn giao v thng tin m khch hng nhn c. Thng tin ny c th lm tng k v ng nhng c th lm gim cht lng dch v cm nhn khi khch hng khng nhn ng nhng g cam kt. Khong cch 5: hnh thnh t s khc it gia cht lng cm nhn v cht lng k v ng khi khch hng ti u th dch v. M hnh Parasuraman et al. (1985)1 cho rng cht lng dch v chnh l khong cch th 5 v khong cch ny ph thuc vo 4 khong cch trc. V th, rt ngn khong cch th 5 v gia tng cht lng dch v, nh qun tr dch v phi n lc rt ngn cc khong cch ny. 3.3 Thang o cht lng dch v NHT theo m hnh SERVQUAL Nghi n cu s dng thang o Likert 7 im vi 1 l hon ton phn i v 7 l hon ton ng . Thang o cht lng dch v ngn hng in t theo m hnh SERVQUAL gm 20 in quan st o lng nm thnh phn ca cht lng dch v. Trong , (1) thnh phn tin cy gm n in quan st, (2) thnh phn p ng gm n in quan st, (3) thnh phn nng lc phc v gm n in quan st, (4) thnh phn ng cm gm nm in quan st, (5) thnh phn phng tin hu hnh gm ba in quan st, c th nh sau:
1

dn theo Nguyn nh Th et al, 2003

20

Thnh phn tin cy: 1. Ngn hng lun thc hin cc dch v NHT ng nh nhng g ha. 2. Khi anh / ch c thc mc hay khiu ni, ngn hng lun gii quyt tha ng. 3. Ngn hng thc hin dch v NHT ng ngay t ln u ti n. 4. Ngn hng cung cp dch v ngn hng trc tuyn ng vo thi im m ngn hng ha. Thnh phn p ng: 5. Ngn hng thng o cho anh / ch khi no th dch NHT c thc hin. 6. Nhn vi n ca ngn hng ch ng hng d n anh / ch mt cch tn tnh. 7. Nhn vi n ca ngn hng lun sn sng gip anh / ch. 8. Nhn vi n ca ngn hng lun phc v anh / ch chu o trong gi cao im. Thnh phn nng lc phc v 9. Nhn vin ngn hng ngy cng to s tin tng i vi anh / ch. 10. Anh / ch cm thy an ton khi s dng dch v NHT ca ngn hng. 11. Nhn vin ngn hng bao gi c ng t ra lch s, nh nhn vi anh / ch (khi anh ch c thc mc qua cc dch v h tr trc tuyn , fone ). 12. Nhn vin ngn hng c kin thc chuyn mn tr li cc cu hi ca anh / ch. Thnh phn ng cm 13. Ngn hng th hin s quan tm n c nhn anh / ch ( Khuyn mi, tng qu). 14. Ngn hng c nhng nhn vi n th hin s quan tm n c nhn anh / ch. 15. Ngn hng th hin s ch c it n nhng quan tm nhiu nht ca anh / ch.

21

16. Nhn vi n ngn hng hiu c nhng nhu cu c it v li ch ca anh / ch. 17. Ngn hng ly li ch ca anh / ch lm tn ch hot ng ( cung cp cc dch v mi, ph hp v gi c v cht lng m khch hng kin ngh ) Thnh phn phng tin hu hnh 18. Ngn hng c trang thit hin i thc hin cc dch v NHT mt cch nhanh chng v an ton. 19. C s vt cht ca ngn hng trng hp d n ( trang we ca ngn hng trng chuy n nghip, d s dng ). 20. Ngn hng tr thi gian lm vic v phng tin vt cht thun tin cho vic giao dch.

22

CHNG II: NH GI CHT LNG DCH V NHT CA NGN HNG VIETINBANK THNG QUA S HI LNG CA KHCH HNG

Khi qut v Ngn hng TMCP Cng Thng Vit Nam 1.1 Lch s hnh thnh v pht trin Ngn hng thng mi c phn Cng Thng Vit Nam c thnh lp ngy

26/03/1988 tr n c s tch ra t Ngn Hng Nh Nc Vit Nam theo ngh nh s 53/HBT ca hi ng b trng, vi tn g i an u l ngn hng chuyn doanh Cng Thng Vit Nam. Ngy 14/11/1990, theo ngh quyt s 402/CT, ngn hng chuy n doanh Cng Thng Vit Nam c chuyn thnh ngn hng Cng Thng Vit Nam. T ngy 15/04/2008, thng hiu mi Vietinbank ca Ngn hng C phn Cng Thng Vit Nam c ra mt thay th cho thng hiu c Incom ank. Thng hiu mi hin din nh mt c i tt yu trong qu trnh i mi v hi nhp kinh t quc t. N mang li mt hnh nh mi m v mnh m hn nhm hng ti mc ti u Tin cy, Hiu qu, Hin i v Tng trng Vi xut pht im ban u l ngn hng 100% vn nh nc, theo ng tinh thn ch o ca Chnh Ph v Ngn hng Nh Nc, Ngn hng C phn Cng Thng Vit Nam l n k hoch v tng c c phn ha. Ngy 25/12/2008, Ngn hng C phn Cng Thng Vit Nam t chc bn thnh cng 53.600.300 c phn cho nh u t vi gi nh qun t 20.265 VN 1 c.1

phn (ngun: bo co thng nin Vietinbank 2008).

23

Biu 4: Tin trnh c phn ha ca VietinBank t 2007-2012

% s hu nh nc
120 100 80 Axis Title 60 40 20 0 2007 2008 2009 2010 2011 2012 51 51 51 100 75 60 % s hu nh nc

Ngun: Bo co thng nin VietinBank 2007 Trong bi cnh th trng chng khon khng my kh quan nm 2008, IPO ca Vietin ank c nh gi l s kin tiu biu ca th trng chng khon. Trong gia on hin ti, VietinBank ang c gng thc hin tin trnh c phn ha nh k hoch c xut t nm 2007. Theo , % s hu vn ca nh nc nc VietinBank s gim t 100% xung cn 51% trong nhng nm tip theo. Trong qu trnh hn 20 nm xy dng v pht trin, Ngn hng C phn Cng Thng Vit Nam lun l mt ngn hng ln, gi vai tr quan tr ng, tr ct ca ngnh ngn hng Vit Nam. Cng vi nhng l lc chung ca ton ngnh ngn hng v s iu hnh ca Ngn hng Nh Nc, Ngn hng C phn Cng Thng Vit Nam thc hin tch cc cc ch trng chnh sch ca chnh ph v h tr tt cho nn kinh t. Vi nhng ng g p cho s nghip pht trin t nc, Ngn hng C phn Cng Thng Vit Nam c Nh Nc trao tng nhiu danh hiu cao qu, trong c : Hun chng c lp hng nh, hun chng lao ng hng nht, hng nh, hng ba; danh hiu anh h ng lao ng thi k i mi cng nhiu bng khen ca cc b, ban, ngnh. Vi trit l kinh doanh an ton, hiu qu, ly s thnh vng ca khch hng l thnh cng ca chnh minh, Ngn hng C phn Cng Thng Vit Nam lun c
24

gng cung cp nhng dch v tt nht ti khch hng v hng ti mc tiu tr thnh tp on ti chnh ngn hng hin i, hiu qu hng u Vit Nam v quc t. 1.2 H thng t chc S 1: c cu t h thng t chc ca Vietinbank
TR S CHNH

S Giao Dch

Chi Nhnh Cp 1

Vn Phng i din

n V S Nghip

Cng Ty Trc Thuc

Phng Giao Dch

Gi Tit Kim

Chi Nhnh Cp 2

Phng Giao Dch

Gi Tit Kim

Chi Nhnh Ph Thuc

Phng Giao Dch

Gi Tit Kim

Ngun: Bo co thng nin Vietin Bank, 2010 ng u h thng t chc l tr s chnh bao gm hi ng qun tr, tng gim c, cc ph tng gim c, cc hi ng v phng ban. Tr s chnh c vai tr quan tr ng trong vic iu phi hot ng ca khi cc cng ty trc thuc, s giao dch, chi nhnh, vn phng i din v cc n v s nghip. C th:

25

1.2.1 STT 1 2 3 4 5 6

Khi cng ty trc thuc bao gm Tn Cng Ty % s hu 100% 76% 100% 100% 100% 100%

Lnh vc hot ng Cng ty TNHH 1 thnh vin Cho thu ti Ti chnh chnh ngn hng TMCP Cng Thng VN Ngn hng Cng ty c phn Chng Khon ngn hng Th trng vn Cng Thng VN Cng ty TNHH 1 thnh vin Quan l n v Qun l khai thc ti sn Ti sn Cng ty TNHH 1 thnh vin Bo Him ngn Bo him phi hng TMCP Cng Thng VN Nhn th Cng ty TNHH 1 thnh vin vng bc qu SX, gia cng ngn hng TMCP Cng Thng VN Ch tc vng, bc, qu Cng ty TNHH 1 thnh vin qun l qu Qun l qu ngn hng TMCP Cng Thng VN

Ngun: Bo co thng nin Vietinbank, 2010 Ngoi ra, Ngn hng C phn Cng Thng Vit Nam cn gp vn, u t di hn vo cc t chc tn dng v cc t chc kinh t: T chc tn dng Ngn hng lin doanh INDOVINA; Ngn hng TMCP Si Gn Cng Thng; Ngn hng TMCP Gia nh; Qu tn dng nhn dn TW. T chc kinh t Cng ty u t v kinh doanh vng; Cng ty CP Chuyn mch ti chnh quc gia; Cng ty CP Xi mng H Ti n II; Cng ty CP cao su Phc Ha; Cng ty CP u t PCB.

26

1.2.2 Khi ngn hng: Ti thi im 31/12/2010 Ngn hng C phn Cng Thng Vit Nam c 01 tr s chnh ti 108 Trn Hng o, Qun Hon Kim, H Ni; 01 S giao dch, 02 vn phng i din, 149 chi nhnh cp 1, 892 phng giao dch v 56 qu tit kim ti cc tnh v thnh ph trc thuc trung ng 1.2.3 Khi n v s nghip: Gm 3 n v Trung tm cng ngh thng tin; Trung tm th; Trng o to v pht trin ngun nhn lc. 1.3 Mng li hot ng Ngn hng TMCP Cng Thng Vit Nam trin khai mt h thng cc chi nhnh v phng giao dch rng khp cc tnh thnh trong c nc. Vi 149 chi nhnh cp 1; 892 vn phng giao dch v s phc v nhit tnh ca 17.243 cng nhn vin1 m bo mc thun tin cho giao dch ca khch hng. Ngoi ra, trong xu hng hi nhp kinh t quc t, vn ra th trng nc ngoi, Ngn hng TMCP Cng Thng Vit Nam c quan h i l vi trn 850 ngn hng v cc nh ch ti chnh ln nhiu khu vc trn th gii nh: Bc M, Chu Phi, Chu u v Nga, Trung ng v Chu Thi Bnh Dng. 1.4 Cc hot ng chnh 1.4.1 Huy ng vn Nhn tin gi khng k hn v c k hn bng VN v ngoi t ca cc t chc kinh t v dn c; Nhn tin gi tit kim vi nhiu hnh thc: tit kim khng k hn v c k hn bng VN v ngoi t, tit kim d thng, tit kim tch l y; Pht hnh k phiu, tri phiu.

ngun: bo co thng nin 2010, VietinBank

27

Biu 5: Tc huy ng vn qua mt s nm ca Vietinbank

400000 350000 300000 250000 200000 151459 150000 100000 50000 0 2006 2007 2008 2009 2010 126624 16.6 19.6 15.6 10 174905 26 20 40 220000 30 T VN % tng trng 339000 54 50 60

Ngun: Cc bo co thng nin ca vietinbank 1.4.2 Hot ng s dng vn a) Hot ng u t Hot ng u t ca Ngn hng TMCP Cng Thng Vit Nam tp trung vo 3 th trng ln: u t tr n th trng lin ngn hng v th trng giy t c gi; u t trn th trng chng khon, trong ao gm: chng khon n (tn phiu kho bc, tri phiu chnh ph, tri phiu xy dng th , k phiu) v chng khon vn. a phn cc chng khon do VietinBank nm gi u c tnh thanh khon cao; u t, g p vn lin doanh mua c phn: VietinBank tp trung gp vn u t vo mt s cc t chc tn dng v t chc kinh t c uy tn v hot ng sn xut kinh doanh hiu qu, trnh u t dn tri m bo hiu qu u t.

28

b) Hot ng tn dng Hot ng cho vay tn dng bao gm: Cc khon vay ngn hn bng VN v ngoi t; Cc khon vay trung v di hn bng VN v ngoi t; Ti tr xut, nhp kh u, chit khu b chng t hng xut kh u; ng ti tr v cho vay hp vn i vi nhng d n ln, thi hn hon vn ko di; Cho vay ti tr, y thc theo chng trnh v cc hip nh khung; Thu chi, cho vay tiu dng. Ngn hng TMCP Cng Thng Vit Nam l mt trong nhng ngn hng ng vai tr quan tr ng trong vic cho vay nn kinh t. Tng trng tn dng trong nhng nm gn y lun mc cao.

Biu 6: Tng trng tn dng qua mt s nm ca VietinBank

180000 160000 140000 120000 100000 80000 60000 40000 20000 0 2006 2007 2008 2009 2010 7.4 18.2 80152 102191 27.5 120752 35.1 163170 43.5 134150 50 45 40 35 30 25 20 15 10 5 0 t VN % tng trng

Ngun: Bo co thng nin ca VietinBank qu cc nm.

29

1.4.3 Cc hot ng phi tn dng: Dch v thanh ton chuyn tin, dch v thanh ton xut nhp kh u, dch v kiu hi, nghip v kinh doanh ngoi t, dch v th v ngn hng in t v mt s hot ng khc.

Tng quan v dch v NHT ti Ngn hng TMCP Cng Thng Vit Nam 2.1 Cc dch v ngn hng in t c trin khai ti VietinBank 2.1.1 Dch v VietinBank iPay

VietinBank iPay l phin bn mi nht ca VietinBank thay th cho phin bn Internet Banking c cung cp t nm 2005. Dch v c thit k h tr khch hng truy vn ti khon v thc hin cc giao dch trn ti khon thng qua kt ni mng internet m khng phi n ngn hng. a) Tin ch ca sn phm Truy vn thng tin: Tra cu thng tin ngn hng: t gi, li sut, im t my ATM/POS; Tra cu thng tin ti khon: s d, lch s giao dch, thng tin chi tit cc giao dch. Giao dch ti chnh: Chuyn khon gia cc ti khon th ATM E-Partner v ti khon tin gi thanh ton, hn mc ti a l 30.000.000 VN/ngy; Gi tin tit kim online: chuyn tin t ti khon th ATM E-Partner sang ti khon tin gi tit kim c v khng c k hn hng li sut theo quy nh ca VietinBank; Tr n khon vay thng thng v tr n th tn dng. ngun tr n t tin lng hng thng c th gi h s vay vn v nhn thng tin phn hi qua mng internet trong vng 24 gi. b) i tng khch hng: Khch hng c ti khon th ATM E-Partner hoc ti khon tin gi thanh ton m ti VietinBank.
30

Gi h s vay qua mng: Khch hng l cng nhn vin vay tiu dng vi

c) iu kin s dng: Khch hng c ti khon tin gi thanh ton hoc ti khon th ATM EPartner ti VietinBank; Khch hng c my tnh hoc in thoi kt ni internet; Khch hng lm y th tc ng k s dng dch v VietinBank iPay.

d) Biu ph dch v Bng 2: Biu ph dch v VietinBank iPay STT 1 2 3 Duy tr dch v Loi ph ng k dch v Min ph 3000VN/thng Mc ph

Ph chuyn khon t TK th E-Partner + 5 tr VN tr xung: min ph n th E-Partner, TK thanh ton, TK + Tr n 5 tr VN: 0.05% tr n s tin gi tit kim, TK vay thng thng tin vt hn mc min ph Ph chuyn khon t TK tin gi thanh + Trong hn mc chuyn khon: ton dn TK tin gi thanh ton min ph + Vt hn mc: 0.018% trn s tin vt hn mc

5 6 7 8 9

Np h s vay qua mng Kch hot li dch v

Min ph 5000 VN

Tra sot, khiu ni dch v trong trng 50.000 VN/lt hp khng phi li ca ngn hng B sung thm ti khon s dng Hy b dch v 5000 VN/lt 20.000 VN

Ngun: VietinBank 2.1.2 Dch v SMS Banking SMS Banking l dch v h tr khch hng thc hin giao dch ti chnh, tra cu thng tin ti khon v ng k nhn nhng thng tin mi nht t ngn hng qua h thng tin nhn in thoi di ng. a) Tin ch ca sn phm

31

 Truy vn thng tin: Tra cu thng tin ngn hng: t gi, li sut; Tra cu thng tin ti khon: s d, lch s giao dch, thng tin chi tit giao dch. Giao dch ti chnh Chuyn khon: chuyn khon gia cc ti khon th E-Partner qua tin nhn SMS. Hn mc ti a: 30.000.000/ngy/1 ti khon; Thanh ton h a n: chuyn khon t ti khon th E-Partner thanh ton h a n cho cc nh cung cp dch v. Hn mc thanh ton: 30.000.000/ ti khon. Thng tin t ng: C bin ng s d tr n ti khon ca khch hng; n hn tr n cc khon vay thng thng, vay qua th tn dng; Cc chng trnh u i, khuyn mi, tri n khch hng. t chc c ti khon th ATM E-Partner, ti khon tin gi thanh ton ti VietinBank. c) iu kin s dng Khch hng s dng thu ao di ng cung cp bi Vinaphone, Mobifone,

b) i tng khch hng: Dch v SMS Banking cung cp cho m i cc nhn,

Viettel, S-Phone, EVNTelecom, Vietnam Mobile, Beeline; C ti khon ATM E-Partner v ti khon thanh ton ti VietinBank; Khch hng hon thnh cc th tc ng k s dng dch v SMS Banking.

d) Biu ph dch v

32

Bng 3: Biu ph dch v SMS Banking STT 1 2 Loi ph Ph gi tin nhn n 8149 h a n 3 4 1.000 VN.tin + Tr n 5tr VN: 0.05% tr n s tin vt hn mc, ti thiu 3.300VN Nhn thng bo bin ng + Ti khon E-Partner 8.000VN/thng s d Nhn thng bo nhc n + TK tin gi thanh ton 18.128VN/thng 1.500 VN/tin Mc ph

Chuyn khon, thanh ton + T 5tr VN tr xung: min ph

Ngun: VietinBank 2.1.3 Dch v V in t MOMO V in t Momo l dch v h tr khch hng thc hin cc giao dch thanh ton m i lc, m i ni thng qua in thoi di ng. a) Tin ch sn phm Tin ch thanh ton: np tin in thoi tr trc, mua m th (in thoi, game), thanh ton h a n in thoi tr sau, cc vin thng; Chuyn tin: chuyn tin gia cc v in t Momo, chuyn tin t ti khon ngn hng vo v v ngc li. b) i tng khch hng: V in t MoMo c cung cp cc khch hng m ti khon ti VietinBank v l ch thu ca Vinaphone c) iu kin s dng Khch hng l ch thu thu ao di ng mng Vinaphone ang s dng SIMCard c gn kt ng dng v in t MoMo (g i l maxSIM) hoc l ch ao di ng mng Vinaphone v ti ng dng V Momo v in thoi. Khch hng ng k kt ni v in t Momo vi ti khon th E-Partner v/hoc ti khon tin gi thanh ton ti VietinBank. d) Biu ph dch v ao di ng c s dng maxSIM

33

Bng 4: Biu ph dch v v in t MoMo ca VietinBank STT 1 2 3 4 Ph duy tr dch v Ph gi tin nhn ti 9124 t Momo Ph chuyn tin t v in t momo sng ti 2.000 VN/giao dch khon ngn hng Ngun: VietinBank 2.2 Cng ngh 2.2.1 Cng ngh bo mt Ngy nay, cc hot ng la o, nh cp thng tin, gi mo ang din ra trn inernet rt phc tp. y l mt trong nhng tr ngi mang tnh k thut ln, ngn cn s pht trin ca cc dch v trc tuyn bi to ra cm gic thiu an ton cho ngi thc hin giao dch. Ngn hng TMCP Cng Thng Vit Nam hin ang cung cp nhiu dch v trc tuyn tr n internet, do vn d bo mt c Vietinbank rt ch tr ng. bo v khch hng v nng cao tin cy cho cc dch v trc tuyn, Trung tm cng ngh thng tin VietinBank lm vic vi i tc Verisign, nh cung cp chng thc s uy tn trn th gii xc thc cho trang web cung cp dch v trc tuyn ca VietinBank. Hin ti, VietinBank ang s dng chng thc s m rng (Extended Validation Certificates) c cung cp bi Verisign Class 3 Extended Validation SSL SGC CA, l mt chng thc c bit ca chu n X.509. Chng thc ny mang ti cho khch hng s m bo tnh an ton, tin cy thng qua vic s dng cc thut ton mi, cao cp hn so vi chng thc s thng thng. Chng ch s ny da trn thut ton m kha cng khai m m hnh l vic dng cp kha chung v kha b mt. Cn c vo chng ch s m rng, h thng c th kim tra xem ngi ang truy cp c th m quyn khi truy cp vo h thng hay khng, qua trnh c s gi mo trong vic truy cp v trao i thng tin. Loi ph Mc ph 5.000 VN/thng 200 VN/tin

Ph chuyn tin t TK ngn hng sang v in Min ph

34

Thi gian mt chng ch s m rng c cp ti a l hai nm, sau nh cung cp chng ch s s xc mnh li tin cy, tnh chnh xc ca c nhn, t chc ang s dng. Chng ch s m VietinBank ang s dng c nhiu trnh duyt h tr nh: Internet Explorer t phin bn 7.0 tr ln, FireFox t phin bn 3.0 tr ln, Safari 3.2, Opera 9.5 v Google Chrome. Khi truy cp vo cc trnh duyt ny, khch hng s nhn thy thanh i ch ca truyn duyt chuyn thnh mu xanh nh hnh sau:

2.2.2 Cng ngh Core Banking H thng Core Banking l cng ngh phn mm li x l a dch v vi c s d liu tp trung. H thng ny l phn cn n trong h thng cng ngh thng tin ca VietinBank, c trin khai trn ton quc, gip hng chc ngn nhn vin trong h thng phc v nhng nhu cu ca khch hng c tt nht. Hin ti, VietinBank ang s dng h thng ng dng nghip v Core Banking ca hng Silverlake. Ti cc chi nhnh, ng dng Core Banking s dng sn ph m Microsoft SQL Server. Trong qu trnh hin i ha h thng cng ngh thng tin, u nm 2011, VietinBank t u trin khai cc d n nng cp h thng Core Banking bng vic u t mua sm Lp gia (Middleware) v kin trc hng dch v ( Service Oriented Architecture). Ngoi ra, VietinBank c ng quyt nh u t mua h thng phn mm Direct Banking, trong ao gm Internet Banking v Mobile Banking mi thay th cho h thng c nhm hng ti mc tiu tr thnh mt trong nhng ngn hng hng u cung cp dch v ny ti Vit Nam.

35

2.3 Kt qu trin khai v NHT trong nm 2010 v 6 thng u nm 2011 2.3.1 Kt qu trin khai dch v NHT nm 2010 Trong nm 2010, Ngn hng TMCP Cng Thng Vit Nam tip tc trin khai cc dch v ngn hng in t: Internet banking, VietinBank at Home v SMS Banking. a) Dch v SMS Banking Dch v SMS Banking c Ngn hng TMCP Cng Thng Vit Nam bt u thc hin trin khai t 13/5/2008. y l dch v NHT thu ht mt s lng ln khch hng ca VietinBank. Trong nm 2010, s lng khch hng ng k s dng dch v tuy c bin i hng thng nhng v n duy tr mc cao.
Biu 7: S lng khch hng ng k mi v ng k hy dch v SMS Banking theo thng, nm 2010
S KH hy K S KH K mi 11544 9050 6355 27817 149 1 2 505 3 7683 6998 6551 7580 8700 9712 8939 6870

446 4

350 5

593 6

482 7

575 8

705 9

668 10

905 11

690 12

Ngun: Phng dch v ngn hng in t, Vietinbank, bo co s liu trin khai dch v ngn hng in t, 23/12/2010 S lng cc giao dch c thc hin v doanh thu t dch v SMS Banking ca VietinBank tng dn v t mc ln nht vo thng 9 v thng 10 trong nm 2010. Nu nh trong thng u nm ch c 241 giao dch thnh cng vi doanh thu l 270 triu VN th ti thng 9 c 7044 giao dch thnh cng vi doanh thu 8.950 triu VN v 8142 giao dch thnh cng vi doanh thu 9.530 triu VN vo thng 10.

36

Bng 4: Bng s lng giao dch v doanh thu (triu VN) qua cc thng trong nm 2010 ca dch v SMS Banking
Thng S GD Thnh Cng S GD khng Thnh Cng Doanh S

1 241 80 270

4 3437 968 4400

5 3117 806 3800

6 3805 1026 4500

7 3836 1315 5300

8 4675 410 6730

9 6394 1473 8950

10 7044 489 9530

11 8142 577 1110

1526 2621 507 789

1620 2900

Ngun: Phng dch v ngn hng in t, Vietinbank, bo co s liu trin khai dch v ngn hng in t, 23/12/2010 b) Dch v Internet Banking Bng 5: S lng khch hng ng k dch v Internet Banking qua cc thng trong nm 2011 Dch v Internet banking Thng ng k Tng (%) 1 53 2 50 -6 3 126 152 4 93 -26 5 6 7 96 6 8 102 -14 9 88 -14 10 118 34 11 92 -22 12 100 9

Tng

117 125 7 -23

1160

Ngun: Phng dch v ngn hng in t, Vietinbank, bo co s liu trin khai dch v ngn hng in t, 23/12/2010. 2.3.2 Kt qu trin khai dch v ngn hng in t 6 thng u nm 2011 a) Dch v SMS Banking Dch v SMS Banking v n tip tc c nh gi l sn ph m ngn hng in t trin v ng nht ca VietinBank. So vi nm 2010, s lng khch hng ng k cn vt tri hn khi ngay t nhng thng u nm mc cao v hin ang tip tc tng.

37

Biu 8 : S lng khch hng ng k mi v ng k hy dch v SMS Banking 6 thng u nm 2011

10000 9000 8000 7000 Khch hng 6000 5000 4000 3000 2000 1000 0 S KH huy K S KH K mi 1 814 5655 2 493 4349 3 2394 6232 4 999 9193 5 1113 8297 6 952 7910

Ngun: Phng dch v ngn hng in t, Vietinbank, bo co s liu trin khai dch v ngn hng in t, 25/06/2011 Tuy nhin, s lng khch hng ng k hy dch v c ng tng mnh so vi nm 2010. y c th l mt du hiu cho thy nhng dch v ngn hng in t ca VietinBank c th cha thc s lm hi lng khch hng. Mc d vy, 6 thng u nm 2011 v n c coi l thnh cng khi dch v SMS Banking em v mc doanh thu ln hn rt nhiu so vi cng k ca nm 2010. Bng 6: S lng khch hng ng k dch v SMS Banking 6 thng u nm 2011 Dch v SMS Banking Thng S GD thnh cng S GD khng thnh cng Doanh thu (tr VN) 1 10643 913 1570 2 8115 429 1301 3 9364 603 1320 4 9889 584 1390 5 10351 642 1470 6 10759 623 1537 59121 3794 8588 Tng

Ngun: Phng dch v ngn hng in t, Vietinbank, bo co s liu trin khai dch v ngn hng in t, 25/06/2011
38

b) Dch v VietinBank iPay Bt u t ngy 17/12/2010, VietinBank chnh thc a dch v VietinBank iPay i vo hot ng. VietinBank iPay ra i nh mt s thay th cho Internet Banking vi nhiu tin ch v chc nng phong ph hn T thng 3 nm 2011, VietinBank ngng tip nhn dng k dch v Internet Banking i vi nhng khch hng c nhn. Do c VietinBank thng bo t trc nn trong hai thng u nm, c ng ch c th m 128 khch hng ng k dch v ny. Nhng s thay th v b sung nhng sn ph m cht lng hn cho thy VietinBank thc s ch tr ng ti mng cung cp cc dch v ngn hng in t. Bng 7: S lng khch hng ng k dch v Internet Banking v VietinBank iPay 6 thng u nm 2011 Dch v Internet Banking v VietinBank iPay Thng Internet Banking 1 86 2 3 4 5 6 Tng

42 128 -51% 243 634 2965 4147 2737 2287 13013 VietinBank iPay 161% 368% 40% -34% -16% Ngun: Phng dch v ngn hng in t, Vietinbank, bo co s liu trin khai dch v ngn hng in t, 25/06/2011. c) Dch v V in t MoMo Bng 8: S lng khch hng ng k mi v doanh thu theo thng dch v v in t MoMo Dch v V in t MoMo Thng 1 411 Tng

2 3 4 5 6 256 304 443 471 472 S KH ng k mi 2357 -38% 19% 46% 6% 0% Doanh thu ( t VN) 7.4 5.6 4.8 7.5 9.5 6.8 41.6 -24% -14% 56% 27% 28% Ngun: Phng dch v ngn hng in t, Vietinbank, bo co s liu trin khai dch v ngn hng in t, 25/06/2011.

39

nh gi cht lng dch v NHT ca VietinBank thng qua s tha mn ca khch hng 3.1 Tng quan cuc iu tra: 3.1.1 Thi gian, quy m v i tng ca cuc iu tra. i tng iu tra: i tng ca cuc iu tra l cc khch hng c nhn

v ang s dng dch v NHT ca VietinBank, TechcomBank v VietComBank. Quy m cuc iu tra: Thay v pht n cu hi ti tay nhiu ngi c ng mt lc, cc thnh vin trong nhm nghi n cu i phng phn tng ngi qua ngi quen v cc cng ty c mi quan h nh Vin thng Min Ty, HiPT , cng ty TNHH Amaco, cng ty thc ph m Chu, Cng ty TNHH Lan Chi.... Tng cng nh m phng vn 583 ngi v ang s dng dch v NHT ca t nht mt trong ba ngn hng trn. Thi gian tin hnh cuc iu tra: Cuc iu tra c tin hnh trong vng 6 tun , t ngy 16/03/2011 n ngy 30/04/2011.

3.1.2 Mt s in php nhm m o tnh chnh c ca kt qu nghi n cu Bn iu tra ca nh m nghi n cu di ti 3 trang A4, i hi mt ngi nh thng phi mt trung nh 5 n 7 pht hon thnh. Tr n thc t, cc i tng iu tra thng hay nn ch v t chi khng tip tc tr li cu hi v 5 thnh phn cht lng dch v (20 tiu thc). V th, trnh hin tng i tng iu tra tr li cho xong chuyn , nh m nghi n cu p dng cc in php sau hn ch ti a nhiu khi tng hp kt qu nghi n cu: Th nht, cc thnh vi n ca nh m i phng vn tng ngi mt. Ngi phng vn c ng gii p kp thi m i thc mc ca ngi c phng vn. Cc thc mc c ti n liu t trc khi tin hnh iu tra v c thng nht gii p ngn g n v d hiu nht nhng v n m o ngi c phng vn s hiu ngha ca cu hi theo ng cch hiu ca nh m nghi n cu.

40

Th hai, a dng h a v cn i hp l cc c im ca ngi c phng vn. i tng phng vn l ngi s dng dch v NHDT hin ang lm vic ti cc cng ty HiPT, Vin Thng Min Ty, cng ty TNHH Amaco, cng ty thc ph m Chu, Cng ty TNHH Lan Chi. Th ba, loi nhng m u khng c gi tr nghi n cu . Nh m tc gi s loi cc kt qu iu tra ngi c phng vn c du hiu tr li cho xong chuyn . V d: cc kt qu m c 20 ti u chu n u c cho im ging nhau. 3.1.3 Mc ch ca cuc iu tra nh gi cht lng dch v NHT ca VietinBank thng qua s tha m n ca khch hng; So snh cht lng dch v NHT vi 2 i th cnh tranh chnh TCB v VCB, rt ra mt mnh, mt yu so vi i th, nguy n nhn ca s yu km hn ; a ra cc nh hng, gii php nng cao cht lng dch v NHT nng cao mc tha m n khch hng. 3.1.4 Cch tnh im s ca cht lng dch v i tng iu tra c yu cu chm im mc v tha mn ca tng ti u ch khi nh gi cht lng dch v ca mt NHT, vi 1 = Hon ton khng ng v 7 = Hon ton ng . Nguy n nhn ca vic s dng thang o cp l i tng kho st c nhiu la ch n hn, s im cng cao cng lm tng chnh xc.V d 4 im chnh xc s cao hn 3, 5 im chnh xc s cao hn 4; Gim gin on v l thuyt x l thng k l bin lin tc nhng trong thc tin nghin c l gin on; Kim nh thc tin cho thy nn dng t 5 im tr ln c th nghin cu su hn v hnh vi ca khch hng. Tuy nhin nu s cp qu nhiu s lm

41

cho ngi tr li kh tr li hn v c ng li n quan n nhy v s khc bit cc s o. im s ca tng tiu thc c tnh ton theo cng thc sau:

im s tiu thc =

im s x S ngi ch n S m u quan st

im s thnh phn =

im s cc tiu thc ca thnh

phn S tiu thc ca thnh phn

Quy c : Cc tiu thc trong mi thnh phn u c mc quan tr ng nh nhau.

im s MTM =

(Tr ng s ca thnh phn) x (im s thnh phn tng ng)

Trong bi nhm nghin cu c s dng bin php so snh im s v cht lng dch v ca VietinBank vi TCB v VCB nn s phi c tr ng s chung cho 5 thnh phn cht lng dch v NHT ca c 3 ngn hng. Do c th c s khc bit v mc quan tr ng v tr ng s ca cc thnh phn cht lng dch v gia 3 ngn hng qua s nh gi t pha khch hng ca chnh h nn nhm nghin cu s dng phng php phng vn chuyn gia (PGS.TS Marketing V Tr D ng H Kinh T Quc Dn v Chuy n vi n Phng NHT ngn hng VietinBank Bi Th Tuyt Nhung) bit tr ng s v mc quan tr ng ca cc thnh phn trong cht lng dch v NHT chung cho c 3 ngn hng.

42

3.1.5 c im i tng iu tra a. i tng kho st phn ln c tui i cn tr Biu 9: tui i tng iu tra

5% 13% 18-27 27-40 51% 31% 40-50 50 +

Ngun: Tng hp t iu tra ca nhm nghin cu Trong tng s 583 i tng iu tra, t tr ng s ngi tui di 40 chim ti 82%. Trong , s ngi tui t 18 ti 27 l 297 ngi, tng ng vi 50,95%; s ngi tui t 27 ti 40 l 181 ngi, tng ng vi 31.05%. chiu hng ngc li, s ngi tr n 50 tui s dng dich v NHT ch chim 5%. T l ny t ra kh st vi s pht trin ca internet ti Vit Nam trong thi gian 10 nm tr li y. S ph in ca internet vi tc tng gp 12 ln so vi nm 2000 l yu t ch yu to ra th i quen s dng cc dch v trc tuyn mt phn gii tr. Trong khi , nhng ngi tui ln hn do ngi i mi, h c hi cng ngh mi n n khng nhiu ngi s dng cc dch v ny.

43

b. Thu nhp ca i tng iu tra

Biu 10: Thu nhp ca i tng iu tra
45 40 35 30 25 20 15 10 5 0 %

< 3 tr 10.24

3-6 tr 24.7

6-9 tr 38.25

> 9 tr 6.52

Ngun: Tng hp t iu tra ca nhm tc gi Qua iu ta c th thy, nh m c thu nhp t 6-9 triu VN chim a s vi 38.52%. Trong khi , s nh m c thu nhp di 3 triu VN, ch yu l sinh vi n ang theo h c hoc mi tt nghip v nh m c thu nhp tr n 9 triu VN chim t tr ng nh hn nhiu. C 188 m u iu tra, tng ng vi 20.29% trng cu hi v thu nhp. 3.2 Kt qu iu tra Sau qu trnh iu tra nhng khch hng v ang s dng dch v ngn hng in t ca VietinBank, nh m nghi n cu thu c kt qu l ng th hin im s ca cc ti u chu n trong cc thnh phn ca m hnh servqual. T nh gi mc tha m n ca ngi ti u d ng. .

44

Thnh phn

K hiu

im s tiu thc 5.72 4.46 5.31 6.02 4.84 4.95 5.11 4.35 5.11 4.59 5.84 4.79 4.52 4.89 4.36 4.7 4.18 4.99 5.34 5.11

Mc tha mn tiu thc Tha m n Tha m n trung nh Tha m n Rt tha m n Tha m n trung nh Tha m n trung nh Tha m n Tha m n trung nh Tha m n Tha m n trung nh Tha m n Tha m n trung nh Tha m n trung nh Tha m n trung nh Tha m n trung nh Tha m n trung nh Tha m n trung nh Tha m n trung nh Tha m n

im s thnh phn

Mc tha mn thnh phn

Tr ng s

im s mc tha mn

Mc tha mn CLDV

Thnh phn tin cy

TC1 TC2 TC3 TC4

5.38

Tha m n

0.3

A1 Thnh phn A2 p ng A3 A4 Thnh phn nng lc phc v Thnh phn ng cm PV1 PV2 PV3 PV4 DC1 DC2 DC3 DC4 DC5 Thnh phn phng tin hu hnh HH1 HH2 HH3

4.81

Tha m n trung bnh 0.1 5.11 Tha mn

5.08

Tha m n

0.1

4.53

Tha m n trung bnh 0.1

5.15 Tha m n

Tha m n

0.4

3.3 Phn tch kt qu iu tra Quy c: im s ti u thc, im s thnh phn, im s MTM : + t t 6 n 7 tng ng vi mc rt tha m n; + t t 5 n 6 tng ng vi tha m n; + t t 3 n 5 tng ng vi mc tha m n trung nh; + t t 0 n 3 tng ng vi s rt khng tha m n.

45

3.3.1 Phn tch kt qu iu tra cht lng dch v ca ngn hng VietinBank. Xt v ch ti u phng tin hu hnh VietinBank c im s l 5,15/7 v cn cch con s tuyt i (7) mt khong kh xa l 2,85. Tuy nhi n, do c trng ca ngnh dch v n i chung v dch v ngn hng n i ri ng l sn ph m to ra v hnh v khng th d tr v vy mun p ng nhanh v kp thi th vic d tr kh nng cung cp dch v l v c ng quan tr ng. Kh nng cung cp dch v li da ch yu vo iu kin c s vt cht, trang thit ca ngn hng v l yu t quan tr ng nht nm trong ch ti u phng tin hu hnh. Xut pht t c tnh ny, VietinBank mun tr thnh mt trong nhng ngn hng hng u trong nc th phi ch tr ng u t vo c s h tng hin i nh h thng my ATM, ng in t, my c th, mng vin thng v c it i vi vic pht trin dch v ngn hng in t th mt h thng mng cng ngh thng tin hin i vi h thng lu tr d liu tr n my tnh v iu kin an ninh o mt v thng tin, giao dch ca khch hng l khng th thiu. Kh nng p ng dch v mt cch kp thi ca VietinBank mi ch dng li mt con s khi m tn nh hn 5 l 4,81/7. Mt trong nhng yu t m khch hng nh gi cao cht lng dch v l vic cung cp dch v mt cch nhanh ch ng kp thi. Nu dch v khng c p ng ng lc khch hng cn th ngay sau cm gic v s cn thit ca dch v s c th nhanh ch ng in mt hoc c th khin khch hng chn nn v tm ti ngn hng khc p ng y u cu ca mnh. Nh vy l ngn hng nh mt i nhng khch hng m mnh kh khn mi c c. Ti u ch tin cy c khch hng nh gi kh cao i vi VietinBank mc 5,38/7. iu ny th hin rng Ngn hng c kh nng cung cp dch v ph hp vi nhu cu khch hng ngay t ln u ti n v n s c tc dng khng nh trong vic gy n tng v khuyn khch khch hng tip tc s dng dch v nhng ln tip theo. ng thi, ti u ch ny c ng c khch hng nh gi tm quan tr ng kh cao vi tr ng s 0,3 v vy tp trung ci thin ti u ch ny s m o kh nng cnh tranh ca VietinBank.
46

Ch ti u kh nng phc v v ch ti u ng cm hin dng li mc nh gi ln lt vi s im l 5,08/7 v 4,53/7. Con s 5,08/7 ch cho chng ta thy rng thi v s chuy n nghip ca nhn vi n cung cp phc v c nh gi kh tt. i vi dch v Ngn hng in t, ti u ch ny cho thy kh nng t vn v gii p thc mc ca khch hng mt cch nhanh ch ng y c ng vi thi ha nh v nim n ca nhn vi n t vn. Tuy nhi n, ti u ch s ng cm hay n i cch khc l s quan tm chm s c ti tng khch hng c nhn mi ch dng li s im l 4,53/7, l mt con s khng cao. Hai con s tr n ch ra rng s quan tm ti khch hng v trnh ca nhn vi n trong qu trnh cung cp dch v p ng phn no y u cu ca khch hng nhng khu dch v chm s c khch hng sau khi ti u d ng dch v cn cha c quan tm ng mc. V vy, VietinBank cn quan tm ti vic o to i ng nhn vi n v c chuy n mn v tc phong, thi phc v. ng thi, ngn hng c ng phi tp trung ci thin khu dch v sau t iu dng nh gi u thip in t, th chc mng, tin nhn chc mng vo cc dp quan tr ng nh l, tt, sinh nht hay c ch quan tm c it hi thm thng xuy n i vi nhng khch hng ln, v thng xuy n ly kin g p ca khch hng va nhm gip p ng nhu cu mt cch tt nht va to cm gic cho khch hng v tm quan tr ng ca mnh trong vic pht trin ngn hng. 3.3.2 nh gi so snh cht lng dch v NHT ca NH VietinBank vi TEC v VCB qua cc yu t ca m hnh Servqual a. Phng php lun Nh m nghi n cu s dng im s t c trong 5 thnh phn cht lng dch v ca m hnh Servqual a vo ng nh gi hnh vi khch hng ( m hnh FishBein) so snh mt cch chi tit v CLDV ca VietinBank vi i th cnh tranh qua . Theo ng 9, cc thnh phn la ch n c sp xp theo th t tr ng s t cao xung b. So snh CLDV ca NH VietinBank vi TEB v VCB qua cc yu t ca m hnh Servqual

47

Trong qu trnh iu tra, nh m nghi n cu nhn c nhng kin nh gi v tm quan tr ng ca cc thnh phn ca m hnh Servqual trong dch v NHT ca PGS.TS V Tr D ng-ging vi n khoa marketing thuc trng i h c Kinh T Quc Dn v ch B i Th Tuyt Nhung-chuy n vi n phng NHT thuc VietinBank. T , nh m nghi n cu lng h a tm quan tr ng thnh cc tr ng s trong cch thc tnh im ct th hai ca ng. Bng 9: So snh cht lng dch v gia 3 ngn hng VietinBank, VietcomBank v TechcomBank
Thnh phn la ch n (1) (2) HH 0.4 TC 0.3 A 0.1 PV 0.1 C 0.1 1.00 4.53 0.45 5.11 4.68 0.47 5.326 4.64 0.46 5.325 5.08 0.51 5.02 0.5 5.11 0.51 4.81 0.48 5.1 0.51 5.09 0.51 5.38 1.61 5.54 1.66 5.23 1.57 5.15 2.06 5.46 2.18 5.68 2.27 (3) (4)=(2)x(3) (5) (6)=(2)x(5) (7) (8)=(2)x(7) Tr ng s VietinBank nh gi Tch s (/7 im) VietComBank nh gi Tch s (/7 im) TechComBank nh gi Tch s (/7 im)

Ngun: Nhm nghin cu t tng hp Nhn chung, cht lng dch v NHT ca Vietcombank v Techcombank c khch hng nh gi tt ngang nhau vi im s ln lt l 5,236/7 v 5,235/7. Khch hng c ng t ra d dt hn khi nh gi cht lng dch v ca VietinBank khi ch cho 5,11/7.

48

Theo o co Netcitizens Viet Nam nm 2011, thng 4 nm 2011, ng xp hng cc we site c a thch vi dch v ngn hng trc tuyn vi 3 v tr d n u thuc v VietcomBank, ACB v TechcomBank. Hnh 1: Cc website c a thch vi dch v ngn hng trc tuyn

Ngun: Cimigo Netcitizens (phn trm da trn s ngi s dng mi hot ng) Theo ng s liu tr n, we site ngn hng trc tuyn ca ngn hng Ngoi Thng c t l a thch l 23% v xa cc ngn hng ACB v TechcomBank vi t l ln lt l 8% v 7%. ng thi, chng ta v n cha thy s xut hin ca VietinBank 3 v tr d n u. Thc t ny xut pht t s khc it trong vic pht trin cc dch v ngn hng in t v mt thi gian, loi hnh v c cht lng dch v gia cc ngn hng. a) Thnh phn phng tin hu hnh Thnh phn ny dim s ca VietinBank thp hn c 2 i th chnh, ch t 5,15/7 im so vi 5,46/7 im ca TCB v 5,68/7 im ca VCB. Nh m nghi n cu tin hnh o tc ti v my tnh trang we Vietin ank, VietcomBank v Techcom ank ca ng cng c o ca trang web

www.iwebtool.com/. Nh m nghi n cu tin hnh o ti 3 khong thi gian trong ngy10/07/2011. Ti mi khong thi gian, nh m nghi n cu s tin hnh o 5 ln v ly kt qu trung nh. Bng 10: Tc ti website NHT ca Vietinbank, VCB v TechcomBank VietinBank Size(kb) Time(s) 23.83 6.77 23.83 9.51 23.83 10.73 s/KB 0.284 0.399 0.450 VietcomBank Size(kb) Time(s) 12.07 1.71 12.07 1.82 12.07 1.73 s/KB 0.142 0.151 0.140 TechcomBank Size(kb) Time(s) 80.82 5.14 80.82 4.45 80.82 4.81

8h-9h 14h-15h 20h-21h

s/KB 0.064 0.055 0.060

Ngun: www.iwebtool.com/
49

Theo bng kt qu trn, tc truy cp vo website ca Vietcombank l nhanh nht vi dung lng phi ti v l nh nht. iu ny cho thy website ca Vietcom ank c thit k kh g n gng, to thun li cho ngi tiu dng khi truy cp. Website ca Techcombank tuy mt nhiu thi gian truy cp hn nhng thi gian ti 1 KB li vt tri so vi hai ngn hng cn li. S d thi gian truy cp vo website ca Techcombank ln hn Vietcom ank v phi ti v 80,82 KB so vi 12,07 KB ca Vietcom ank. iu ny chi ra rng website ca TechcomBank c th c b tr vi nhiu hnh nh sinh ng hn, to s thch th t pha khch hng. Website ca Vietin ank c nh gi l cp km nht tnh v c thi gian truy cp v thi gian ti 1KB. Theo kt qu iu tra, TCB ng u trong c 3 ngn hng vi im s cho ti u thc an ton (ti u thc 18) l n n 5,75/7. TCB c ng xy dng trn nn tng cng ngh hin i vi c ch bo mt RSA tin tin, khch hng c cung cp hai h thng m l m PIN v m Token. M PIN l m c nh khch hng cn phi ghi nh, m Token l m do mt thit b g i l Token sinh ra ng u nhin v thay i lin tc theo tng pht. Nh vy vi vic p dng mt kh u kp, khch hng hon ton yn tm khi giao dch trn mng m khng phi lo lng v bt c gian ln c ng nh ri ro no khi giao dch trc tuyn. Trong thanh ton trc tuyn, an ton ca We site, ca d liu truyn lun l yu t c khch hng quan tm rt nhiu, sau n tc truy cp We site. V mt ny, ngoi h thng my ch mainframe IBM system z10 Business c mua ca IBM nm 2010 h tr m rng hot ng th VietinBank khng p dng th m nhng cng ngh o mt we no khc. M tr n thc t s dng dch v NHT th an ton khi truy cp we v m o thng tin, d liu tr n ng truyn c ngi s dng dch v rt quan tm. Do vy, VietcomBank cn phi ci thin mt ny khi im s khch hng nh gi ti u ch ny (ti u thc 18) ch l 4,99/7, thuc mc hi lng trung nh, km TCB t 5,75/7 , VCB t 5,1/7 v km xa so vi 7- ti u chu n hon ton hi lng ca khch hng. b) Thnh phn tin cy

50

C 3 ngn u t mc tha m n v tin cy ca khch hng. Ti u thc tin cy c khch hng nh gi kh cao i vi VietinBank mc 5,38/7 cao hn c TechcomBank v xp sau VietcomBank vi khong cch khng ln lm khong 0,16. iu ny th hin rng Ngn hng c kh nng cung cp dch v ph hp vi nhu cu khch hng ngay t ln u ti n v n s c tc dng khng nh trong vic gy n tng v khuyn khch khch hng tip tc s dng dch v nhng ln tip theo. ng thi, ti u thc ny c ng c khch hng nh gi tm quan tr ng kh cao vi tr ng s 0,3 v vy tp trung ci thin ti u ch ny s m o kh nng cnh tranh ca VietinBank trc cc i th ln. c) Thnh phn p ng, Nng lc phc v v ng cm 3 thnh phn ny c cho rng c mc quan tr ng tng i ng u trong vic nh gi cht lng dch v NHT ca khch hng. Kt qu cuc iu tra cho thy rng, khch hng u cm thy tha m n vi cc thnh phn tr n ca c 3 ngn hng. Thnh phn p ng v nng lc phc v chu nh hng ln t cht lng i ng nhn vi n ca ngn hng. Trong khi thnh phn ng cm li c phn nh thng qua thi ca khch hng v s quan tm ca ngn hng i vi h , chng hn nh cc chng trnh khuyn mi, tng quT ng kt qu tr n c ng c th thy, c a ngn hng u c i ng nhn vi n v cc chng trnh chm s c khch hng hp l. CHNG III. MT S GII PHP NHM GP PHN HON THIN V PHT TRIN DCH V NGN HNG IN T TI VIETINBANK

nh hng pht trin cng ngh thng tin Ngn hng n nm 2020. Cng ngh thng tin v truyn thng c vai tr c it quan tr ng v c nh

hng ln n nn kinh t n i chung v ngnh ngn hng n i ri ng. Chnh v vy, NHNN Vit Nam lun coi tr ng v quan tm pht trin cng ngh thng tin v truyn thng trong lnh vc ngn hng. Hin i ho ngn hng l nhim v hng u v l mc ti u quan tr ng c t ra rt sm phc v cho chin lc pht trin ca ngnh ngn hng, nht l trong qu trnh cng c, i mi cng ngh, c

51

cu li v pht trin h thng ngn hng. Nhng nm qua, ngnh ngn hng tp trung u t xy dng, nng cp cc h thng h tng cng ngh thng tin v truyn thng ngn hng; trin khai d n Hin i ho Ngn hng v h thng thanh ton giai on I, mt trong nhng d n ln v thnh cng nht Vit Nam v cng ngh thng tin v truyn thng. H thng k thut cng ngh ngn hng v ang l cng c phc v c lc cho cng tc qun l, iu hnh ca NHNN v thc thi chnh sch tin t, tn dng v hot ng ngn hng, g p phn n nh tin t v pht trin kinh t t nc. i vi cc ngn hng thng mi, cng ngh thng tin tr thnh cng c quan tr ng trong qun l, kinh doanh o m an ton v hiu qu, thng qua vic tp trung ho ti khon khch hng, kim sot tt ngun vn, m rng v a dng ho cc loi hnh dch v hin i. Nhng thnh qu t c trong i miv cng ngh thng tin to nn tng c s vt cht k thut thc y qu trnh hi nhp ca ngnh ngn hng Vit Nam n i ri ng v nn kinh t n i chung vi khu vc v th gii. Qun trit ch trng ca B chnh tr v y mnh ng dng v pht trin cng ngh thng tin phc v s nghip cng nghip h a, hin i h a, ng thi tr n c s nh hng chin lc ca ngnh ngn hng giai on 2001-2020, i hi s pht trin cng ngh thng tin ngn hng, nhng mc ti u, nh hng, nhim v l: 1.1 V mc tiu M rng ng dng khoa h c k thut cng ngh ti n tin trong m i lnh vc hot ng ngn hng theo hng hin i h a, tun th cc chu n mc quc t, phi t a mc ti u c n: Th nht, nng cao nng lc qun l ca NHNN tr n lnh vc tin t v hot ng ngn hng, thc thi iu hnh qua chnh sch tin t, t gi, qun l ngoi hi v kim tra, thanh tra, gim st hot ng ngn hng, tng c xy dng n gn hng Trung ng hin i, ch ng hi nhp vi cng ng ti chnh quc t; Th hai, ci cch, i mi ton din, hin i, m o hot ng ngn hng lnh mnh, hiu qu, n vng tr n c s ng dng cng ngh hin i v trnh qun l ti n tin, c sc cnh tranh cao trong mi trng ton cu h a ca cc ngn
52

hng thng mi. Tng c xy dng, hnh thnh cc m hnh tp on ti chnh ca Vit Nam; V sau c ng, hin i h a h thng k ton v thanh ton, tip tc xy dng h thng qun l ngn hng theo hng tp trung, ph hp vi xu th hi t cng ngh p dng cho cc t chc tn dng vNHNN, pht trin v a dng h a cc sn ph m, cc dch v ngn hng hin i v to iu kin pht trin TMT Vit Nam. 1.2 V nh hng Trc nht, cn tip tc to s chuyn in mnh m trong cn , cng chc, vin chc ngnh ngn hng v nhn thc v phi coi ng dng v pht trin cng ngh thng tin l mt trong nhng nhim v quan tr ng, u ti n hng u trong chin lc pht trin v i mi hot ng ngn hng, l phng tin ch lc rt ngn khong cch pht trin so vi Ngn hng cc nc ti n tin trong khu vc v tr n th gii . Th hai, thc hin ng dng cng ngh thng tin vo hot ng ngn hng phi la ch n cng ngh ti n tin, hin i, h thng m, hng n t ng h a v ph hp vi l trnh pht trin ngn hng hin i; tun th cc chu n mc quc t nhm i mi ton din cc ngn hng. Th a, tch cc o to, i dng ngun nhn lc hin c , ng thi tuyn dng mi c v s lng l n cht lng kh nng n nhn chuyn giao c c cng ngh mi. V cui c ng, cn tng cng hp tc v lnh vc cng ngh vi cc h ng sn xut cng ngh, cc t chc ti chnh, ngn hng khu vc v th gii. ng thi tranh th s h tr nhiu mt: ti chnh, k thut, kinh nghim ca cc nc v t chc quc t tng c a cng ngh v ng dng cng ngh thng tin vo ngn hng Vit Nam n trnh cao. 1.3 V nhim v trng tm n nm 2020 Th nht, tng cng cng tc ch o tp trung, thng nht vic xy dng, trin khai k hoch, chng trnh, cc n, d n ng dng v pht trincng ngh thng tin o m s thng nht v ti u chu n k thut cng ngh, l trnh pht trin, p ng y u cu li n kt h thng trong ton ngnh; phi hp cht ch gia
53

cc n v ch tr, o m tnh ng gia y u cu nghip v k thut nhm t mc ti u, cht lng v hiu qu ca cc d n, n lnh vc cng ngh thng tin. Th hai, tch cc trin khai mnh cc n, d n ng dng cng ngh thng tin i vi tt c cc nghip v Ngn hng trong ton ngnh theo hng hin i h a, t ng h a sm mang li hiu qu, phc v nn kinh t ang pht trin nhanh. Th a, hon thin h thng cc vn n php l quy nh trong cc nghip v Ngn hng, c it ch n cc nghip v li n quan trc tip n cng ngh thng tin sao cho ph hp vi Lut giao dch in t, ngh nh giao dch Ngn hng in t trong hot ng Ngn hng, c c s php l hon chnh, lm nn tng ng dng nhanh cng ngh thng tin trong hot ng Ngn hng. Th t, thng xuy n o to, o to li i ng cn , k s chuyn lm cng ngh thng tin ngn hng nng lc thc hin chuyn giao cng ngh hin i v lm ch c khoa h c k thut trong thi k mi, kh nng, trnh thit k sn xut nhng g i phn mm chuy n dng cho hot ng ngn hng, o m cht lng v an ton. Thng xuy n ph cp kin thc cng ngh thng tin cho i ng cn qun l v cn nghip v ngn hng p ng y u cu k thut cng ngh mi tng c chu n h a v trnh cng ngh thng tin i vi cn ngn hng. Th nm, phi coi tr ng cng tc tuy n truyn, qung trong ton x hi hiu it v s dng cc dch v ngn hng in t tr n cc phng tin thng tin i chng v tt c cc cp ca ngn hng v ton x hi. Cui c ng, u ti n u t vn cho ng dng v pht trin cng ngh thn g tin, c it l i vi cc ngn hng nh, ang cn lc hu v cng ngh, c h thng qua cc gii php; ch ng tm ngun vn pht trin cng ngh cho chnh mnh, hoc li n kt, hp tc vi cc ngn hng c trnh cng ngh cao hn; tip nhn v trin khai c hiu qu cc d n cng ngh thng tin t cc ngun ti tr trong nc v quc t.

54

Mt s gii php nhm hon thin v pht trin dch v NHT ti Ngn hng TMCP Cng Thng Vit Nam. 2.1 Nhm bin php pht trin h tng c s v u t cc cng ngh hin i Nhm bin php nay nhm nng cao cht lng ca thnh phn phng tin

hu hnh. Nhng vn chnh mt ngn hng cn lu khi pht trin dch v ngn hng in t l pht trin v ng dng cng ngh, c bit l cng ngh thng tin. Trong , vn an ton v bo mt, qun tr v phng nga ri ro v tc giao dch cn c t n n hng u. Chnh v vy, vic u t vo cng ngh hin i l vn sng cn i vi mi ngn hng. 2.1.1 Vn hon thin website Cng vi s pht trin ca Internet Website l mt trong nhng ti u ch u ti n nh gi hot ng dch v ngn hng in t ca mt ngn hng. Mt website tt cn m bo cc tnh nng c n nh sau: a) Cht lng website L yu t chnh gi chn v to n tng tt cho khch hng iu ny c nh gi thng qua cc yu t: Trnh by thit k, b cc trang nh , r rng, n gin, khng b bn, khng c qu nhiu thng tin trn mt trang. - Thng tin: Thng tin phi chnh xc, y , sc tch, c cp nht thng xuyn v hu dng i vi khch hng. V d nh thng tin v dch v mi, tnh nng mi ca dch v. ng thi vic b tr thng tin c ng phi theo mt trnh t hp l nht nh chng hn nh trnh y ni dung mt dch v nn sp xp theo th t: gii thiu dch v, tnh nng v tin ch, ng k dch v, hng d n s dng, biu m u, biu ph (tham kho ti http://www.acb.com.vn/tienich/hb.htm). Thng tin ng thi c ng phi c tm thy mt cch d dng, v vy vic ci t cng c tm kim (Search engine) v t kha tm kim c ng cn c ch tr ng.

55

- Tc hin th: Tc hin th trang web phi nhanh nu khng ngi xem s chn v b qua, c bit Vit Nam tc truy cp Internet nhiu ni v n qua ng dial-up rt chm. - Cc chc nng tin ch: Trong a ngn hng n u tr n, hin ti ch c

Techcombank l h tr khch hng ng k dch v NHT trc tuyn. VietinBank nn m rng vi c khch hng ng k s dng cc dch v NHT t cc chi nhnh sang c ng k trc tuyn. iu ny s lm n gin h a qu trnh ng k, t c th thu ht c thm nhiu khch hng b) H tr khch hng Nu ngn hng lm tt khu cht lng we site th iu cn li l cht lng dch v h tr khch hng, tc phc v tr li th in t (email), x l yu cu, cung cp thng tin theo yu cu khch hng. Vi c trng ca sn ph m dch v ngn hng th vic dnh nhng quan tm c bit ti vic p ng nhu cu ca khch hng l u ti n hng u. Nhng cng c thng c s dng trong vic h tr khch hng ph bin l t vn trc tuyn qua yahoo hay mc hi p (FAQ), qua ti khon c nhn, qua tho lun nh m (chat group) v c bit l h thng tng i in thoi (call centre), th in t (email). Do , s in thoi v e-mail ca b phn chm sc khch hng phi c t ni d nhn thy hoc c th cho chuyn ng chy ngang di logo hoc cui trang we . l nhng yu t cn thit to cho khch hng n tng v mt ngn hng nng ng v lun lun quan tm p ng nhu cu ca khch hng mt cch tt nht. c) Tnh hp dn ca website Trc ht mt website c tnh hp d n l mt website c giao din p, mu sc phi trang nh v lm ni bt c hnh tng c ng nh phong cch ca ngn hng. ng thi logo ca ngn hng c ng phi c t v tr d nhn bit nh gc tri hay gc phi n tr n v c kch thc hp l nhm to cho khch hng n tng v gi nh ti hnh nh ngn hng ngay trong nhng ln truy cp u tin.

56

Cc danh mc, tiu mc v ni dung phi c sp xp hi ha v theo th t u tin tm quan tr ng t tri qua phi, t trn xung di. Th hai, mt website ch hp d n v khin khch hng gh thm trong nhng ln tip theo khi ni dung cha ng c nhng thng tin v tin ch m khch hng quan tm. Do , tr n website ca ngn hng cn phi c nhng thng tin y , b ch, cp nht p ng ng nhu cu ca ngi xem. Ni dung m khch hng thng tm kim khi gh thm we site ca mt ngn hng v d nh t gi, biu ph, ng nhp v s dng dch v trc tuyn. 2.1.2 Vn bo mt thng tin VietinBank cn ch u t vo cc cng ngh bo mt v an ton d liu t cc nc pht trin, bi v cng ngh bo mt khng ngng c ci tin v thay i lin tc. Trong mi trng kinh doanh y bin ng, khi nn kinh t cng pht trin th vic nh cp thng tin, nh cp tin trn mng, tin tc c ng khng ngng pht trin, v chnh v vy, cng ngh bo mt c ng phi khng ngng c ci tin, i mi. VietinBank cn ch tr ng vn ny v chnh vic xy dng c nhng cng ngh bo mt, an ton s to c lng tin ni khch hng, to cho khch hng s thoi mi, yn tm khi giao dch vi ngn hng. ng thi, VietinBank cn tranh th s h tr k thut ca cc i tc chin lc h c hi kinh nghim c ng nh mi cc chuy n gia nc ngoi t vn trong vic u t v s dng cc cng ngh bo mt, cng ngh thanh ton an ton. 2.1.3 Pht trin h tng c s Ngn hng phi khng ngng u t pht trin h tng k thut mng, xy dng mt kt cu h tng cng ngh thng tin hin i. Bn cnh , VietinBank c ng cn nng cp m rng ng truyn vi ng thng rng, dung lng ln, tc cao. Vic ci to ng truyn l mt gii php thit thc nhm gii quyt kh khn v mt truyn tin trn mng, hn ch ti a s nghn mng nh hng n cht lng ca dch v.

57

2.2 a dng ha, pht trin cc dch v NHT c th a cc sn ph m NHT ngy cng ph bin vo i sng ca ngi dn, trc tin VietinBank cn hon thin cc sn ph m, dch v truyn thng quen thuc, sn c c th duy tr lng khch hng hin ti, thu ht cc khch hng mi, khch hng tim nng, t tin n vic gii thiu, qung b cc sn ph m mi, sn ph m NHT. Khi a c sn ph m NHT vo i sng ca ngi dn, to c lng tin ni khch hng th vic cung cp nhng tin ch ca sn ph m v s a dng v sn ph m l mt li th cnh tranh ca cc ngn hng. Tuy nhin, hin ti cc ngn hng thng mi Vit Nam mi ch pht trin mc nht nh, a s cc dch v NHT ch yu ch dng li giao dch vn tin ti khon, kim tra s d ca ti khon, th tn dng, th ngn hng qua mobile, qua trang web ni b ca ngn hng hoc cc giao dch thng tin v li sut, t gi qua in thoi v thanh ton cc dch v cng nh tr tin in, nc, in thoi. V vy, to li th cnh tranh trong lnh vc NHT, VietinBank cn u t, nghi n cu cung cp ngy cng nhiu hn cc tin ch ca nhng sn ph m NHT hin ti v pht trin thm nhng sn ph m mi a dng ha cc sn ph m p ng nhu cu ngy cng cao ca khch hng. a) Pht trin cc tin ch ca Vietinbank iPay Ngoi vic kim tra s d ti khon, xem cc giao dch pht sinh, xem cc thng tin trn trang web www.vietinbank.vn, VietinBank cn b sung thm mt s chc nng ca sn ph m VietinBank iPay nh: Thanh ton h a n (cc ph in, nc, in thoi n, di ng, internet, truyn hnh cp, thu); Mua th tr trc cc loi th in thoi di ng, th Internet; Thanh ton trc tuyn qua mng. b) Pht trin sn phm SMS-banking

58

Trong thi gian ti, VietinBank cn tin ti vic pht trin thm cc ng dng ca SMS- anking tr n in thoi di ng, gip khch hng thc hin cc giao dch ti chnh m i lc m i ni. b) Pht trin sn phm mi dch v ngn hng in t ca VietinBank c th cnh tranh vi dch v ca mt s ngn hng ln khc i trc trong hot ng ny nh VietcomBank, TechcomBank th bn cnh vic chuyn mn ha nhm cung cp thm nhiu tnh nng mi vi cht lng tt nht cho tng loi hnh nh Internet-Banking, SMSBanking th VietinBank c ng cn a dng ha cc sn ph m, dch v NHT hn ch vic khch hng phi n ngn hng thc hin nhng dch v m NHT cha th cung cp. VietinBank c ng cn nghin cu pht trin, cung cp cc dch v cp cao hn v mang li nhiu li nhun hn nh dch v qun l qu, cho thu ti chnh, in t ha cc th tc, chng t ng k, tin ti xy dng nhng chi nhnh NHT hot ng hon ton tr n mi trng mng (E-branch). Qua s so snh v danh mc sn ph m dch v gia VietinBank v cc ngn hng khc chng ta c th thy h ang i ng hng trong vn ny. Trong , ti u iu phi k n vic cung cp sn ph m v in t (e-wallet) ca ngn hng cho i tng khch hng c nhn. iu ny s to iu kin thun li cho ngn hng v thun tin cho khch hng trong vic ng dng thanh ton trc tuyn. 2.3 Pht trin ngun nhn lc Trong bi cnh nn kinh t hin i ngy nay th tri thc, nng lc ca con ngi tr thnh ngun ti nguyn s mt ca cc quc gia v chnh v th tt c cc nc u ch o to, nng cao cht lng ngun nhn lc. a) Chnh sch o to nhn vin: i ng nhn vi n chuy n mn am hiu nghip v ngn hng v ngn hng in t. Mt i ng nhn vin chuyn nghip, nhit tnh, nng ng l iu m Ngn hng lun hng ti. Chnh v vy, VietinBank to iu kin nng cao trnh nhn vi n thng qua cc kh a o to ti Trung Tm o To ca VietinBank.
59

Tuy nhi n, c ng phi tng cng hn na cc kh a o to tp trung v chuyn mn dnh ring cho nhn vin chuyn trch nghip v Ngn hng in t, m bo cho nhng nhn vi n ny u c thng qua cc kh a o to lin quan, lun c cp nht, b sung kin thc mi, theo kp v c kh nng ng dng cng ngh thng tin c ng nh cc phng tin in t mt cch thun thc. vic o to v ti o to c thc hin lin tc v kp thi, nhn vin c th tham gia cc kha h c c t chc tp trung hoc c o to qua h thng elearning ca Ngn hng. Ngoi ra, bn cnh cc kh a o to ni b, VietinBank c ng cn to iu kin nhn vin c th tham gia cc kha h c do cc n v bn ngoi t chc c th h c hi cc kinh nghim t cc t chc, cc Ngn hng bn. V vic c nhn vi n i thc tp, nghin cu, kho st ti cc Ngn hng nc ngoi c ng l mt hnh thc nhn vi n VietinBank c iu kin tip cn, tm hiu cc sn ph m Ngn hng hin i, cp nht cng ngh mi, tin b khoa h c k thut mi c th nhanh chng ng dng, pht huy tin b cng ngh Ngn hng, to nng lc cnh tranh cao cho Ngn hng. VietinBank c ng cn h tr, to iu kin, u t cho nhn vi n tham gia cc kha h c di hn ti nc ngoi hoc nhng kha h c nhm nng cao trnh ln thc s, tin s hoc tham gia cc kha h c chuyn ngnh. Do t trng ca hnh thc thng mi in t ni chung v dch v ngn hng thng mi in t ni ring l gim ti a s tip xc trc tip ca nhn vin ngn hng v khch hng. S tip xc vi khch hng gi y a phn nm cc dch v t vn v gii p qua trc tuyn hay qua in thoi.Tuy nhin, V sn ph m ngnh ngn hng vi bn cht l sn ph m dch v cha ng nhiu yu t phc tp nn yu t con ngi hay chnh l nhn vin cung cp dch v l v cng quan tr ng. Do , ngoi nhng kin thc nghip v cn thit c th gii p, t vn cho khch hng mt cch thng sut, nhn vi n c ng cn c o to nhng k nng cn thit khc, nh k nng giao tip khch hng, k nng x l tnh hung, k nng m phn cht lng phc v khch hng c tt hn,

60

chuyn nghip hn. Nhng nhn vin c kin thc chuyn mn v c k nng tt s gip Ngn hng gi chn c khch hng truyn thng v pht trin thm nhiu khch hng mi. Cui cng, sau qu trnh nhn vi n c o to v lm vic thc t, VietinBank c ng cn t chc cc bui kim tra kin thc nhn vi n li n quan n lnh vc Ngn hng in t v c nhng gii thng xng ng dnh cho nhng nhn vin c kt qu cao trong cc k thi st hch hng nm. y va l mt sn chi ch c ng va l c hi nhn vin n tp, trao di thm kin thc v Ngn hng c ng c dp pht hin nhng nhn vin c tim nng to c hi pht trin ph hp cho nhn vin. b) i ng nhn vin cng ngh thng tin. c th a dch v ngn hng in t thc s pht trin th yu cu c mt i ng nhn vi n chuy n mn cng ngh thng tin gii l khng th thiu. i ng ny bao gm: nhn vin lp trnh phn mm, nhn vin bo mt, nhn vin qun tr h thng H c vai tr v cng quan tr ng trong vic gip cho h thng mng ni b v h thng mng lin kt hot ng n nh v hiu qu. V vn ny, VietinBank c th la ch n hai gii php: Mt l, thu ngoi mt cng ty qun tr ton b h thng cho mnh. u im ca hnh thc ny l tn dng c i ng nhn vi n gii v nghip v cng ngh thng tin v gim c chi ph qun l. Tuy nhi n, nhc im ln nht l s ph thuc ca ngn hng vo i tc, nhng bin ng trong hot ng kinh doanh v nhn s ca i tc s nh hng khng nh ti hot ng ca ngn hng. Hn na, do khng s dng i ng nhn vi n ca ngn hng nn vn bo mt thng tin ni b v thng tin ca khch hng c ng l iu ng c lu tm. Hai l, cng ty t thit lp i ng v phng cng ngh thng tin trc thuc. Nhm c c i ng nhn vi n u t nht, cng ty cn tng cng tuyn dng nhn lc t cc trng c uy tn v lnh vc ny nh i h c Bch Khoa, i h c FPT, i h c Cng ngh- i h c quc gia v c nhn vi n i o to cc trung
61

tm cng ngh thng tin ln ca Vit Nam hin nay v lnh vc phn mm nh Aptech, FPT hay v qun tr mng nh Bch Khoa, NetProhoc c i o to, tp hun nc ngoi. ng thi, cng ty c ng cn c chnh sch lng v i ng hp l. c) chnh sch i ng Bn cnh chnh sch v o to, VietinBank c ng cn c chnh sch i ng nhn ti c th gi chn nhng nhn vin gii phc v cho Ngn hng mt cch lu di v thu ht nhng ng vin tim nng trn th trng lao ng thng qua cc bin php: Xy dng nhng hnh nh, bn sc ring mang tnh truyn thng hay c th g i l vn h a doanh nghip t c th thu ht c s quan tm, ho hc ca ngi mi, ngi ti n u qun, c ng nh nhng ngi hin ang cng tc ti Ngn hng c th tin tng lm vic v gn b lu di. Thng xuyn t chc cc Hi ch ngh nghip nhm thu ht s quan tm v tham gia ca nhng sinh vi n u t c o to ti cc trng i h c. S dng nhn vi n ng ngi, ng vic, sp xp cng vic ph hp vi kh nng ngnh ngh ca tng ngi c h c tp, nghin cu. Ch thng pht nghi m minh, c ch nh gi nhn vi n cng ng, khch quan. Chnh sch tin lng c tr ph hp vi nng lc ca nhn vi n v tng xng vi mc cng vic c giao. Xy dng tin trnh ngh nghip r rng v ph bin rng r i nhn vin c th xc nh c hng i trong tng lai, ngh nghip ca mnh. 2.4 Nhm gii php qung b hnh nh Trong nhng nm gn y, dch v ngn hng in t dn tr ln ph bin hn vi ngi ti u d ng. Cc ngn hng c ng
62

t u tp trung hn vo mng

dch v ngn hng in t. Bng chng l vic hu ht nhng ngn hng c uy tn u trin khai v lin tc tung ra nhng gi dch v mi nhm p ng nhu cu ca khch hng. Tuy nhin, do bn cht ca dch v ngn hng in t l nhng giao dch qua mng nn trong thi gian ngn s khch hng truyn thng v n cha thch ng dc vi loi hnh dch v ny. Thm ch, c nhiu ngi cn khng bit ti s tn ti v tnh u vit vt tri ca nhng sn ph m ny. Chnh bi l do , VietinBank n i ri ng, c ng nh nhng ngn hng , ang v c k hoch trin khai cc dch v NHT trong tng lai cn c nhng hnh thc qung a dch v ny tr nn khng cn xa l vi khch hng ca mnh. Di y, nh m nghin cu xin kin ngh mt s gii php qung b hnh nh nhm gip cc ngn hng t c mc tiu ni trn. 2.4.1 Qung b thng qua cc dch v dnh cho in thoi Trong giai on hin nay, vic s hu mt chic in thoi di ng l vic ht sc d dng Vit Nam. Theo nhng nghin cu ca mt s cng ty nghin cu th trng, doanh s n in thoi di ng Vit Nam lin tc tng mnh trong nhiu nm tr li y. Hn na, vi tc pht trin ca khoa h c cng ngh, s xut hin ca mng 3G gip cho vic nhn v truy cp thng tin t in thoi di ng tr ln d dng hn rt nhiu. VietinBank c th tn dng nhng thun li ny cng vi vic s dng nhng dch v ca nh mng tip cn nhng khch hng tim nng. a) Mt s hnh thc tip cn khch hng thng qua in thoi di ng m VietinBank c th s dng SMS: Tin nhn vn n l hnh thc n gin v ph bin nht hin nay. Do b gii hn trong 160 k t nn cn phi xy dng ni dung chu n xc, thu ht s ch ca khch hng MMS: Tin nhn a phng ti n ao gm vn n, hnh nh v m thanh. Hnh thc nay mang li mc tng tc cao hn nhng y u cu v chi ph tng i ln.

63

- WAP: VietinBank nn xy dng trang tin dnh ri ng cho in thoi di ng. Mc d s ra i ca mng 3G gip cho vic truy cp thng tin qua in thoi i ng tr nn d dng hn, nhng do nhng yu t hn ch v kh nng hin th v tc x l ca in thoi di ng m vic truy cp vo nhng trang web ca VietinBank v n cn gp kh khn, gy ra s bt tin cho ngi s dng. S tr ln v ch nu mt khch hng nhn c tin quang co v dch v NHT v ngay lp tc mun truy cp vo trang web ca VietinBank tm kim thm thng tin nhng li khng th truy cp c. Do , VietinBank cn phi thit k mt chuyn trang thng tin v cc dch v NHT cho in thoi di ng. b) Phng thc tin hnh qung b thng qua in thoi di ng Phng thc 1: VietinBank t trin khai gi thng ip tip th ti khch hng. lm c iu ny, phng dch v NHT ca Vietinbank cn lp ra mt b phn tin hnh gi thng ip ti khch hng hin ti v tim nng. Y u cu ti thiu v mt k thut gm c: Thit b GSM/GPRS/EDGE/3G Modem kt ni my tnh Phn mm KHN SMS Lite v1.4 Danh b in thoi khch hng

Phng thc 2: VietinBank c th tm ti mt s nh cung cp dch v qung co thng qua SMS Bng cch ny, VietinBank c th tn dng kinh nhim, s liu v danh b in thoi t ph nh cung cp.Sau y l ng ph dch v qung co thng qua SMS ca cng ty Web24h Bng 11: Ph dich v qung co SMS, cng ty Web24h Tn gi Web SMS Basic SMS Standard SMS Standard Plus Ngun: http://web24gio.com Mc gi/01 tin 360VN 310VN 280VND S lng tin < 10.000 >10.000 >100.000 Ph khi to Min ph Min ph Min ph

64

2.4.2 Qung b thng qua knh truyn thng x hi Tnh n ht nm 2010, Face ook l trang mng x hi ph bin nht vi ngi s dng internet Vit Nam. Theo thng k ca Google Ad Planer, s lng ngi Vit Nam s dng Face ook t 2.9 triu ngi. Bn cnh , ZingMe c ng thu ht c mt s lng ln ngi d ng, trong ch yu l h c sinh, sinh vin. Biu 11: Cc trang web dng cho mng x hi

Ngun: Cimigo NetCitizens, Bo co tnh hnh s dng v tc pht trin internet ti Vit Nam, thng 4/2011 Nhng mng x hi nh c s a dng v cc ng dng nh: giao lu, kt bn, nhn tin, chia s nhc, hnh nh n n thu ht c hng triu ngi tham gia. Do , y l mt ni thch hp VietinBank c th m rng th trng cho nhng sn ph m ngn hng in t cn mi m vi nhiu ngi. Sau dy l biu ph qung co ca Facebook trong thng 7/2011

65

Bng 12: Bng gi qung co Facebook t 01/07/2011 n 31/07/2011 Hng mc thc hin Ch ph V tr Bo co Ph khi to Ph qun l Phn b
3 trVN/thng 5 trVN/thng 7 trVN/thng 9 trVN/thng

Facebook B

Facebook S

Facebook G

Facebook P

Tay phi Tun Min ph Min ph

Tay phi Tun Min ph Min ph

Tay phi Tun Min ph Min ph

Tay phi Tun Min ph Min ph

100.000/ngy 167.000/ngy 234.000/ngy 300.000/ngy

Ngun: SEMVietNam, Bng bo gi thng 7/2011 2.4.3 Qung co trc tuyn Qung co trc tuyn l hnh thc ph bin nht ca tip th trc tuyn. N bao gm qung co biu ng (banner), qung co pop-up v qung co ti tr. Trong , hnh thc qung co biu ng thng t c hiu qu cao nht. C bn loi banner m VietinBank c th s dng trong hnh thc ny, l: Banner tnh, anner ng, banner dng tng tc v anner dng rich media. Khi quyt nh qung b sn ph m theo hnh thc t banner, VietinBank nn la ch n nhng website thng tin uy tn hoc l nhng website bn hng trc tuyn c u thch hin nay. Bng 13: Cc trang web yu thch cho hot ng kinh doanh trc tuyn v tin t c Mua Sm Trc Tuyn Enbac.com 123mua.com 5giay.com 13% 10% 8% Vnexpress.net Dantri.com.vn Tuoitre.com.vn Tin Tc 16% 15% 8%

Ngun: Ngun: Cimigo NetCitizens, Bo co tnh hnh s dng v tc pht trin internet ti Vit Nam, thng 4/2011
66

Vnexpress.net, Dantri.com.vn v Tuoitre.com.vn l 3 trang web tin tc hng u, thu ht hng triu lt truy cp mi ngy ti Vit Nam. Vic t banner qung co ti cc trang web ny chc chn s gip VietinBank thu ht c s quan tm ca rt nhiu khch hng tim nng. B n cnh , nhng website mua bn hng trc tuyn l ni c mt tp trung cao nhng ngi c nhu cu s dng nhng dch v NHT. Bi cc dch v ny gip cc giao dch mua bn tr nn d dng hn mt khi c s dng. Do , y l ni VietinBank n n dt nhng banner qung co gii thiu nhng sn ph m dch v NHT v nhng tin ch vt tri do ngn hng ny cung cp. Bng 14: Bo gi qung co trang ch Vnexpress.net Khon mc Half Banner Large Logo Leader Board Skyscrape Article banner Big logo Basic logo Special Right Right logo Footer Banner Kch Thc(pixels) 364x90 300x120 728x90 180x600 468x60 180x90 180x150 180x450 120x240 1000x90 C ch C nh, chia s 3 C nh, chia s 3 C nh, chia s 3 C nh, chia s 3 c quyn C nh, chia s 3 Chia s theo user C nh, chia s 3 C nh, chia s 3 C nh, chia s 3 n gi vn/thng 180 triu 240 triu 5triu/ngy 8triu/ngy 3,5triu/ngy 65 triu 35 triu 50 triu 80 triu 40 triu

Ngun: B Cng Thng, bo co thng mai in t Vit Nam 2010 Tuy nhin, cn cn i vic t cc banner vi chi ph phi b ra. So vi nhng loi hnh co quan mng khc, loi hnh ny i hi ngun kinh ph ln, c bit l khi VietinBank ch n nhng website tin tc ln ng ti thng ip qung co Vietinbank nn trnh s dng hnh thc qung co pop-up hay cn g i l qung co Interstitial. Loi qung co ny xut hin t ngt trn mn hnh v c th lm gin on cng vic ca ngi s dng. iu ny thng gy kh chu cho h . Theo nhng nghin cu ca Cimigo nm 2009 v 2010, c ti 10% s ngi c hi cm thy rt kh chu khi thy nhng qung co dng pop-up ny xut hin, 12% s ngi c hi hon ton khng quan tm v tt ngay qung co i.

67

C th khng nh rng, cc cng c qung b sn ph m rt c ch trong qu trnh a sn ph m NHT ca VietinBank ti ng o khch hng. Nhm gii php ny cng tr n n c bit quan tr ng khi dch v NHT v n cn kh mi m Vit Nam. Nu kt hp tt gia vic pht trin sn ph m mi, qung b sn ph m v o to mt i ng nhn vi n cht lng thi tin rng VietinBank hon ton c th lm hi lng nhng khch hng ca mnh, vi nhng dch v NHT c cht lng cao.

68

KT LUN
Qun trit mc tiu nghin cu, tr n c s vn dng tng hp phng php nghin cu khoa h c, i t l thuyt n thc tin, ti nh gi cht lng dch v ngn hng in t ca ngn hng TMCP Cng thng Vit Nam thng qua s hi lng ca khch hng bng thang o SERVQUAL tp trung gii quyt mt s ni dung quan tr ng nh sau: Mt l, lm r khi nim v Ngn hng in t, nhn thy nhng u im ca dch v ny v tnh tt yu phi pht trin dch v Ngn hng in t trong xu th hi nhp hin nay; Hai l, da tr n m hnh thang o SERVQUAL, i nghi n cu phn tch tnh hnh pht trin dch v ngn hng in t ti ngn hng TMCP Vit Nam VietinBank, t nhn thy nhng thun li, kh khn c ng nh nhng thnh cng, hn ch c nhng nh hng, gii php ng n cho vic pht trin v ngy cng hon thin hn dch v NHT ti VietinBank; Ba l, da trn thc t pht trin thng mi in t v ngn hng in t trn th gii v Vit Nam, bi nghin cu xut mt s gii php v kin ngh nhm gp phn nng cao vic pht trin dch v ngn hng in t ti Vit Nam n i chung v VietinBank n i ri ng. thc hin thnh cng vic pht trin dch v NHT theo nhng nh hng n u ra cn c s h tr ca Chnh ph, Ngn hng nh nc v cc cp qun l lin quan cng vi s n lc ca bn thn VietinBank

69

TI LIU THAM KHO

I. Ti liu tham kho ting anh 1. Jayaram Kondabagil, Risk management in electronic banking, (2007). 2. Jessica Keyes, Banking technology handbook, (1999). 3. Hollis Landrum, measuring IS system service quality with servqual 4. Mahmood Shah, Steve Clarke, E-Banking Management: Issues, Solutions, and Strategies, (2009). 5. Mary J. Cronin, Banking and finance on the Internet, (1997). 6. SCN Education B.V, Birkhuser, Electronic banking: the ultimate guide to business and technology of online banking, (2011). 7. The Australian Banker journal, How the Internet redefines banking, 1999 II. Ti liu tham kho ting vit 1. Bo co tnh hnh s dng internet nm 2011 Vietnam NetCitizens Report 2011 , Cimigo, (thng 4-2011). 2. Bo co Thng mi in t 2009, B Cng thng, 2010. 3. Bo co thng nin ca VietinBank t nm 2007 n nm 2010. 4. i h c Ngoi Thng, B mn TMT, Gio trnh thng mi in t, 2009 5. ng Mnh Ph (2007), Pht trin dch v thanh ton in t - bin php hu hiu y mnh thanh ton khng dng tin mt, Tp ch Ngn hng, s 20. 6. Th Thanh Huyn (2008), Hon thin khung php l cho hot ng ngn hng in t ti Vit Nam, kha lun tt nghip 7. Vn Hu (2005), Thc y pht trin Ngn hng in t Vit Nam, Tp ch Tin h c Ngn hng. 8. L Th Tuyt (2010), Nng cao cht lng dch v ngn hng in t thng qua iu tra mc tha mn khch hng ti ngn hng u t & pht trin Vit Nam, kha lun tt nghip 9. Lu Thanh Tho (2008), Pht trin dch v ngn hng in t ti ngn hng c phn Chu, lun vn Thc s 10. Ng Minh Hi (2006), Pht trin dch v ngn hng in t trong TMT ti Vit Nam, Lun vn thc s kinh t. 11. Nguyn Minh Kiu (2007), Nghip v Ngn hng hin i, NXB Thng k.
70

12. Trn Hong Ngn Ng Minh Hi (2004), S pht trin dch v Ngn hng in t ti Vit Nam, Tp ch pht trin kinh t, s 169. 13. Trng c Bo, Ngn hng in t v cc phng tin giao dch in t, Tp ch tin h c ngn hng, s 4 (58), thng 7 nm 2003. 14. Lut giao dch in t s 51/2005/QH11. 15. Ngh nh v thng mi in t s 57/2006/N-CP; ngy 09 thng 06 nm 2006. 16. Ngh nh v Giao dch in t trong hot ng ti chnh s 27/2007/NCP, ngy 23 thng 2 nm 2007. 17. Ngh nh v Giao dch in t trong hot ng ngn hng s 35/2007/NCP, ngy 08 thng 3 nm 2007 18. Website http://www.centralbank.vn http://www.vietinbank.vn http://www.techcombank.com.vn http://www.vcb.com.vn http://www.semvietnam.com/facebook-ads.html, 10/7/2011 http://www.iwebtool.com 10//2011 http://web24gio.com/index.php?option=com_content&view=frontpage&Item id=2&articleid=195&catid=25 11/7/2011 http://www.vietnamplus.vn/Home/Ra-mat-dich-vu-VietinBank-iPay-MobileBanking/201012/72088.vnplus, truy cp ngy 30/03/2011 http://momo.vn/?p=627, truy cp ngy 27/03/2011 http://www.vietnamplus.vn/Home/Ty-le-su-dung-ngan-hang-dien-tu-o-VNtang-manh/20113/80955.vnplus, truy cp ngy 15/04/2011

71