I HC QUC GIA H NI

TRNG I HC KINH T

PHM TH NH NGUYT

S DNG M HNH SERVPERF NH GI S

HI LNG CA KHCH HNG S DNG TH ATM
TI NGN HNG THNG MI C PHN K THNG
VIT NAM - CHI NHNH NI BI, H NI

LUN VN THC S TI CHNH NGN HNG

H Ni - 2015

I HC QUC GIA H NI
TRNG I HC KINH T

PHM TH NH NGUYT

S DNG M HNH SERVPERF NH GI S

HI LNG CA KHCH HNG S DNG TH ATM
TI NGN HNG THNG MI C PHN K THNG
VIT NAM - CHI NHNH NI BI, H NI

Chuyn ngnh: Ti chnh - Ngn hng

M s: 60 34 02 01

LUN VN THC S TI CHNH NGN HNG

NGI HNG DN KHOA HC: TS NGUYN TH MINH HU

H Ni - 2015

LI CAM OAN
Ti xin cam oan lun vn thc s S dng m hnh SERVPERF nh gi s
hi lng ca khch hng s dng th ATM ti Ngn hng thng mi c phn K
Thng Vit Nam Chi nhnh Ni Bi, H Ni l cng trnh nghin cu ca ring ti.
Cc s liu, kt qu trong lun vn l hon ton trung thc.
Tc gi: Phm Th nh Nguyt

LI CM N
hon thnh nghin cu ny, ti xin chn thnh cm n cc thy c khoa Ti
chnh Ngn hng Trng i hc Kinh t, i hc Quc gia H Ni trang b cho
ti nhng kin thc qu bu trong thi gian qua.
Ti xin by t lng bit n su sc n TS. Nguyn Th Minh Hu, ngi
hng dn khoa hc ca lun vn, tn tnh hng dn, a ra nhng nh gi xc
ng gip ti hon thnh lun vn ny.
Sau cng ti xin chn thnh cm n n Ban lnh o, cc chuyn vin phng
Kinh doanh dch v th Ngn hng TMCP K Thng Vit Nam Chi nhnh Ni Bi,
cng bn b, ngi thn gip , h tr ti trong sut qu trnh hc tp v nghin
cu.
Tc gi: Phm Th nh Nguyt

MC LC
Danh mc cc t vit tt ................................................................................................... i
Danh mc cc bng biu .................................................................................................. ii
Danh mc cc hnh, s ............................................................................................... iii
PHN M U
1. Tnh cp thit ca ti............................................................. .....................................1
2. Mc ch nghin cu.................................................................... ..................................2
3. Cu hi nghin cu......................................................................... ................................3
4. i tng v phm vi nghin cu..................................................................................3
5. Kt cu ca lun vn...................................................................................... ................3
CHNG 1: TNG QUAN TNH HNH NGHIN CU V C S L LUN
V CHT LNG DCH V V S HI LNG CA KHCH HNG S
DNG TH ATM
1.1 Tng quan tnh hnh nghin cu...................................................................................4
1.1.1 Cc kt qu nghin cu nc ngoi......................................................... .................4
1.1.2 Cc kt qu nghin cu trong nc...........................................................................6
1.1.3 ngha thc tin ca ti..................................................................... ..................8
1.2 Cc nghin cu c bn v cht lng dch v v s hi lng ca khch hng s
dng th ATM.... ........................................................................................................ ......9
1.2.1 Khi nim cht lng dch v.......................................................... ................. .......9
1.2.2 Cc yu t o lng cht lng dch v...................................................... ...........11
1.2.3 S hi lng ca khch hng s dng th ATM......................................................12
1.2.4 Lng trung thnh ca khch hng s dng th ATM.............................................14
1.2.5 Mi quan h gia cht lng dch v, s hi lng v lng trung thnh ca khch
hng.............................................................................................................................. .....15
1.2.5.1 Quan h gia cht lng dch v v s hi lng ca khch hng.............. .......15
1.2.5.2 Mi quan h gia cht lng dch v, s hi lng v lng trung thnh ca
khch hng.................................................................................................................. ......16
1.3 Mt s m hnh nh gi cht lng dch v................................................ ............18
1.3.1 M hnh SERQUAL................................................................................. ...............18
3

1.3.2 M hnh SERVPERF ca Cronin v Taylor (1992)...............................................20

1.3.3 M hnh cht lng dch v cm nhnPSQM (Gronroos, 1984:2000)................23
KT LUN CHNG 1
CHNG 2: PHNG PHP NGHIN CU
2.1 Xy dng gi thuyt v m hnh nghin cu ngh................................................27
2.1.1 Xy dng gi thuyt nghin cu............................................................ .................27
2.1.2 M hnh nghin cu ngh...................................................................... .............28
2.2 Quy trnh nghin cu....................................................................................... ...........29
2.3 Thit k nghin cu.......................................................................................... ..........30
2.3.1 Nghin cu s b............................................................................................... ......30
2.3.1.1 Quy trnh........................................................................................................ .......30
2.3.1.2 Kt qu.......................................................................................................... ........31
2.3.1.3 Thit k bng cu hi............................................................................................32
2.3.2 Nghin cu chnh thc.............................................................................................33
2.3.2.1 Mu nghin cu.............................................................................................. ......34
2.3.2.2 Phng php phn tch d liu............................................................................35
2.4 Xy dng thang o v m ha d liu................................................................. ......38
2.4.1 Thang o SERVPERF........................................................................................ .....38
2.4.2 Xy dng thang o s hi lng ca khch hng.....................................................40
KT LUN CHNG 2
CHNG 3: KT QU NH GI S HI LNG CA KHCH HNG S
DNG TH ATM TI NGN HNG TMCP K THNG VIT NAMCHI
NHNH NI BI
3.1 Tng quan v dch v th ATM ca Ngn hng TMCP K Thng Vit Nam Chi
nhnh Ni Bi............................................................................................................. ......42
3.1.1 Gii thiu v Techcombank Chi nhnh Ni Bi.......................................... .......42
3.1.2 Thc trng kinh doanh th ca ngn hng TMCP K Thng Vit Nam Chi
nhnh Ni Bi................................................................................................................ ...44

3.1.2.1 Hot ng pht hnh th ti Techcombank.........................................................44

3.1.2.2 Hn mc s dng th............................................................................................46
3.1.2.3 S lng th pht hnh qua cc nm ca Techcombank Ni Bi............... .......47
3.1.2.4 Doanh s thanh ton th.......................................................................................49
3.2 Kt qu nh gi s hi lng ca khch hng s dng th ATM ca ngn hng
TMCP

Thng

Vit

Nam

Chi

nhnh

Ni

Bi.................................................................................................... ........................... .....50

3.2.1 Thng k m t mu nghin cu ............................................................................50
3.2.2 nh gi thang o SERVPERF........................................................................ ......53
3.2.2.1 nh gi thang o bng h s Cronbachs Alpha........................................ ......53
3.2.2.2 Phn tch nhn t khm ph (EFA Exploratory Factor Analysis).......... ........56
3.2.3 Kim nh m hnh nghin cu...............................................................................59
3.2.3.1 Phn tch tng quan h s Pearson.......................................................... .........59
3.2.3.2 Phn tch hi quy......................................................................................... .........61
3.2.3.3 Phn tch phng sai ANOVA (Analysis of Variance).............................. .........63
3.3 Kim nh gi thuyt v phn tch kt qu t m hnh nghin cu................ ..........65
3.3.1 Kim nh gi thuyt nghin cu................................................................. ...........65
3.3.1.1 M hnh nh gi s hi lng ca khch hng s dng th ATM......................65
3.3.1.2 Kim nh gi thuyt nghin cu............................................................. ............66
3.3.2 Phn tch cc yu t tc ng n s hi lng ca khch hng................ .............67
3.3.2.1 V hiu qu phc v v s h tr khch hng.....................................................67
3.3.2.2 V phng tin hu hnh........................................................................ ..............68
3.3.2.3 V s tin cy........................................................................................... ..............69
3.3.2.4 V thnh phn m bo........................................................................................69
3.3.2.5 V thnh phn cm thng.....................................................................................70
3.3.3 nh gi s hi lng ca khch hng..................................................... ................71
3.3.4 Mi quan h gia thi gian s dng dch v, mc s dng dch v vi s hi
lng ca khch hng..........................................................................................................71
KT LUN CHNG 3

CHNG 4: XUT NHNG GII PHP NHM NNG CAO S HI

LNG CA KHCH HNG S DNG TH ATM TI NGN HNG TMCP
K THNG VIT NAM CHI NHNH NI BI
4.1 nh hng pht trin dch v th ATM ca Techcombank trong nhng nm ti.74
4.2 Mt s khuyn ngh i vi dch v th ca Ngn hng TMCP K Thng Vit
Nam Chi nhnh Ni Bi.......................................................................... ......................75
4.2.1 Ch trng n cc yu t lin quan n hiu qu phc v.................................... 76
4.2.1.1 Hon thin v nng cao hiu qu phc v khch hng ca i ng CBCNV....76
4.2.1.2 Xy dng chnh sch ph dch v linh hot v mang tnh cnh tranh. ...............78
4.2.2 Khuyn ngh v phng tin hu hnh.......................................................... .........80
4.2.2.1 u t nng cp c s vt cht, trang thit b ca mng li giao dch.......... 80
4.2.2.2 Pht trin mng li phc v khch hng.......................................................... 80
4.2.2.3 Nng cao cht lng h thng my ATM....................................................... .... 82
4.2.3 Cng c s tin cy ca khch hng........................................................................ 83
4.2.3.1 Lun m bo tnh cnh tranh ca sn phm dch v th ATM.........................84
4.2.3.2 Tng cng cng tc chm sc v gii quyt tha ng khiu ni ca khch
hng.............................................................................................................................. .....85
4.2.4 Nng cao s m bo ca ngn hng......................................................................86
4.2.4.1 Qung b hnh nh v thng hiu ca Techcombank.......................................86
4.2.4.2 Ch trng phong cch chuyn nghip ca i ng nhn vin phc v khch
hng......................................................................................................................... ..........89
4.2.5 Xy dng s cm thng i vi khch hng..................................................... .....90
4.2.5.1 Gn gi s hi lng v tng cng hp tc vi khch hng...............................90
4.2.5.2 Tng cng cng tc t vn v h tr khch hng ............................................93
KT LUN CHNG 4
KT LUN
TI LIU THAM KHO
PH LC
Ph lc 1: Dng cho nghin cu nh tnh
Ph lc 2: Phiu iu tra phng vn khch hng

Ph lc 3: Thng k m t thang o
Ph lc 4: Phn tch h s Cronbachs Alpha
Ph lc 5: Phn tch EFA
Ph lc 6: Phn tch tng quan h s Pearson
Ph lc 7: Phn tch Hi quy

DANH MC CC T VIT TT

STT

K HIU

CBCNV

NHTMCP

TMCP

NGUYN NGHA
Cn b cng nhn vin
Ngn hng thng mi c phn
Thng mi c phn

DANH MC BNG BIU

STT

BNG

NI DUNG

Trang

Bng 2.1 Thang o cht lng dch v th ATM theo m hnh SERVPERF

38

Bng 2.2 Thang o s hi lng ca khch hng

40

Bng 3.1 Hn mc s dng th

46

Bng 3.2 S lng th pht hnh qua cc nm ca Techcombank Ni Bi

48

Bng 3.3 Doanh s thanh ton th ti Techcombank Ni Bi

49

Bng 3.4 Thng tin mu v gii tnh

50

Bng 3.5 Thng tin mu v tui

51

Bng 3.6 Thng tin mu v trnh hc vn

51

Bng 3.7 Thi gian khch hng s dng dch v th ATM

52

10

Bng 3.8 Mc dng th ATM

52

11

Bng 3.9 Kt qu phn tch CronbachsAlpha cc thnh phn ca thang o

54

12

Bng 3.10 Kt qu phn tch nhn t ca thang o cht lng dch v

57

13

Bng 3.11 Kt qu phn tch nhn t ca thang o s tha mn

59

ca khch hng
14

Bng 3.12 Ma trn trng quan gia cc bin

60

15

Bng 3.13 Kt qu phn tch hi quy

61

16

Bng 3.14 Phn tch ANOVA (Gi thuyt 1)

63

17

Bng 3.15 Bng tm tt c cu thang o cht lng dch v

65

DANH MC CC HNH, S
STT

HNH

NI DUNG

TRANG

Hnh 1.1

Mi quan h gia cht lng dch v v s hi lng

16

Hnh 1.2

Mi quan h gia cht lng dch v, s hi lng v

17

lng trung thnh

3

Hnh 1.3

M hnh SERVQUAL ca Parasuraman

18

Hnh 1.4

Nm khong cch cht lng dch v ca m hnh

19

SERVQUAL
5

Hnh 1.5

M hnh Perceived Service Quality (Gronroos, 2000)

25

Hnh 2.1

M hnh khung nghin cu ngh

28

Hnh 3.1

Tng trng th ca Techcombank Ni Bi

49

Hnh 3.2

Tc ng gia thi gian s dng dch v vi nh gi

64

s hi lng ca khch hng

9

Hnh 3.3

M hnh cc yu t tc ng n s hi lng ca khch

65

hng
10

S 3.1 S t chc phng th Techcombank Ni Bi

43

PHN M U
1. Tnh cp thit ca ti
Ngy nay, dch v thanh ton khng dng tin mt tr thnh xu hng ph
bin trn th gii. S dng th thanh ton hay th ATM gip khch hng tit kim
c thi gian, giao dch c nhanh chng v tin li. Trong nhng nm gn y,
ngi dn Vit Nam tip cn v s dng th thanh ton ngy cng nhiu. Theo hip
hi ngn hng, tnh n thng 5/2013, s lng th c pht hnh tng trn 67.1 triu
th, hn 14 000 my ATM v c trn 100 000 POS. ng thi, cc ngn hng thc
hin kt ni lin thng my ATM, my POS, xy dng Trung tm chuyn mch th
thng nht, u t ci tin cng ngh, nhm phc v khch hng c th s dng 01 th
hu ht cc my ca cc ngn hng. Tc tng trng ca th trng th ATM
phn nh xu hng khng dng tin mt ngy cng tr nn ph bin. Theo s liu
thng k ca ngn hng nh nc Vit Nam, t l tin mt trn tng phng tin thanh
ton ang gim dn, t 20.3% nm 2004 xung cn 14% trong nm 2010 v n 2014
gim xung khong 12%. ng thi, theo Bo co ch s thng mi in t Vit Nam
(2014): T l doanh nghip chp nhn thanh ton bng th ln ti 39%, tng gn gp
i so vi t l ny nm 2013.
i vi dch v th ca Techcombank chi nhnh Ni Bi, bn cnh s gia tng
v s lng th trong thi gian qua, chi nhnh Ni Bi cng pht trin a dng ha
sn phm th, nhiu dch v gi tr gia tng vi nhiu tin ch i km nh rt tin,
chuyn tin, gi tit kim, thanh ton ha n trn my ATM... c bit, cht lng
dch v th ti Chi nhnh Ngn hng Techcombank Ni Bi cung cp cho khch hng
lun c ch trng nhm gi chn v pht trin khch hng mi trong tnh hnh cnh
tranh khc lit nh hin nay. Do , vic thng xuyn kim tra, tm hiu, nm bt nhu
cu khch hng v nh gi s hi lng ca khch hng i vi sn phm dch v th
ATM ti Ngn hng Techcombank chi nhnh Ni Bi nn c thc hin thng
xuyn nhm nng cao hn na nhu cu ngy cng cao ca khch hng.

Qua qu trnh thu thp thng tin, ti thy ti Techcombank Ni Bi cha c mt

nghin cu chnh thc no lin quan n cht lng dch v th ATM c cung cp
v mc hi lng ca khch hng khi s dng dch v th ny. V vy, ng di gc
l mt khch hng thng xuyn s dng dch v th ATM ti Techcombank Ni
Bi, ti lun mong mun dch v th m ngn hng cung cp tht s hiu qu, an ton
v tin li nht hin nay.
Trong lnh vc dch v th ngn hng, s hi lng ca khch hng i vi cht
lng dch v th cng c nhiu nh nghin cu trong v noi nc thc hin. H
ch ra c nhiu yu t tc ng n s hi lng ca khch hng nh k nng nhn
vin, s tip cn, s tin cy, nng lc phc v, s hu hnh... T nhng l do trn,
xc nh chnh xc cc yu t tc ng n s hi lng ca khch hng s dng th
ATM ti Techcombank Ni Bi, ti quyt nh nghin cu nh gi s hi lng ca
khch hng i vi cht lng dch v th thng qua mc cm nhn ca khch
hng. V mc cm nhn ny chnh bng cht lng dch v. iu ny c
khng nh qua nghin cu ca Cronin v Taylor (1992), Lee v cng s (2000), Brady
v cng s (2002) thng qua m hnh SERVPERF.
V vy, ti chn ti S dng m hnh SERVPERF nh gi s hi lng
ca khch hng s dng th ATM ti ngn hng TMCP K Thng Vit Nam
chi nhnh Ni Bi, H Ni lm ti nghin cu ca mnh.
2. Mc ch nghin cu
Nghin cu ny kho st kin ca khch hng khi s dng th ATM ti
Techcombank chi nhnh Ni Bi thng qua m hnh SERVPERF v qua nh gi
cht lng dch v th cng nh s hi lng ca khch hng. S nh gi khch quan
ca khch hng c mt ngha quan trng gip cho Techcombank chi nhnh Ni Bi
ni ring v h thng Techcombank ni chung c nhng nh hng ng trong vic
ci thin v nng cao hn na cht lng cc dch v lin quan n th ATM.

3. Cu hi nghin cu
Vi mc tiu trn, cu hi ln t ra cho nghin cu l: Khch hng cm thy
hi lng vi dch v th ATM ti Ngn hng TMCP K Thng Vit Nam Chi
nhnh Ni Bi nh th no? tr li c cu hi th chng ta cn tr li c:
Nhng yu t no c nh hng n khch hng trong vic ra quyt nh la chn s
dng loi th ATM ca Techcombank?
Mc tc ng ca cc nhn t nh th no?
p ng ngy cng cao nhu cu ca khch hng v dch v th ATM th ngn
hng cn ci thin nhng im no?
4. i tng v phm vi nghin cu
i tng nghin cu

Khch hng s dng dch v th ATM ti ngn hng TMCP K Thng Vit
Nam Chi nhnh Ni Bi.

S liu phng vn t nhm khch hng s dng th ATM ti Techcombank chi

nhnh Ni Bi.

Phm vi nghin cu
Ngoi cc thng tin thu thp t ngn hng th ti cn c thc hin trn c
s cc thng tin thu thp t phng vn qua bng cu hi khch hng s dng th
ATM ti ngn hng TMCP K Thng Vit Nam Chi nhnh Ni Bi. Nghin
cu c kho st trong khong thi gian t 06/2015 n 07/2015.
5. Kt cu ca lun vn:
Bo co nghin cu ny c chia thnh 4 chng v phn ph lc:
Chng 1: Tng quan tnh hnh nghin cu v c s l lun v cht lng dch
v v s hi lng ca khch hng s dng th ATM
Chng 2: Phng php nghin cu
Chng 3: Kt qu nh gi s hi lng ca khch hng s dng th ATM ti
Ngn hng TMCP K Thng Vit Nam Chi nhnh Ni Bi
Chng 4: xut nhng gii php nhm nng cao s hi lng ca khch hng
s dng th ATM ti Ngn hng TMCP K Thng Vit Nam Chi nhnh Ni Bi

CHNG 1: TNG QUAN TNH HNH NGHIN CU V C S L

LUN V CHT LNG DCH V V S HI LNG CA KHCH
HNG S DNG TH ATM

1.1 Tng quan tnh hnh nghin cu

1.1.1 Cc kt qu nghin cu nc ngoi
Nng cao cht lng dch v l vn t ra cho tt c cc ngn hng, nht l
trong bi cnh cc ngn hng, cc t chc ti chnh ngy cng cnh tranh gay gt trong
mt th trng ti chnh si ng. Khi ni ti mt ngn hng hin i, ngi ta ngh
ngay ti mt ngn hng c nn tng cng ngh thng tin mnh, sn phm dch v a
dng, hin i, c kh nng phc v khch hng mi lc mi ni. ATM (Automatic
Teller Machine) l mt my rt tin t ng/ my giao dch t ng, l mt trong
nhng knh phn phi sn phm ngn hng ph bin ngy nay. ATM l thit b cho
php ngn hng t ng giao dch vi khch hng, thc hin vic nhn dng khch
hng thng qua th ATM (th ghi n, th tn dng) hay cc thit b tng thch, gip
khch hng kim tra ti khon, rt tin mt, chuyn khon, thanh ton tin hng ha,
dch v. Mt cng c rt tin ch gip ngn hng cung cp dch v nhanh chng ti
khch hng hn nhiu ln so vi trc y. l l do m cht lng dch v ATM
tr thnh ti c nhiu nh nghin cu trn th gii quan tm. Nng cao cht lng
dch v ATM, cc ngn hng cn quan tm n iu g? Nhng yu t no nh hng
n s hi lng ca khch hng khi thc hin giao dch ti my ATM?
Narteh (2013) nghin cu cht lng dch v ATM ti cc ngn hng Ghana:
Nghin cu nhm mc ch xc nh cc yu t cht lng dch v ca ATM v nh
gi nhn thc ca khch hng v tm quan trng ca cc yu t. Tc gi tin hnh thu
thp d liu t 530 khch hng s dng my ATM ca 15 ngn hng Ghana. Thng
k m t, phn tch nhn t khm ph v phn tch nhn t khng nh, cng nh hi
quy c s dng xc nh mc tc ng ca yu t cht lng dch v ATM.
Kt qu nghin cu xc nh nm yu t ca m hnh "ATMqual" theo mc quan
trng nh sau: tin cy, s thun tin, s p ng, tnh d s dng v s thi hnh.
4

Nghin cu ca Katono (2011) v s nh gi ca sinh vin i vi cht lng

dch v in t ti Uganda: trng hp cc my rt tin t ng (ATM). Tc gi s
dng phng php nghin cu nh tnh v nh lng da trn mu thun tin c
kho st cc sinh vin ti trng i hc Christian Uganda. Tc gi s dng phng
php phn tch nhn t khm ph, sau phn tch nhn t khng nh ri tin hnh hi
quy tuyn tnh xc nh yu t no tc ng mnh nht i vi cht lng dch v
in t ATM. Kt qu nghin cu cho thy cc yu t v: s hu hnh, s pht hnh
th, tin cy v v tr my ATM l quan trng nht trong thang o nh gi cht
lng dch v my ATM ti Uganda.
Kumar et al. (2011) cng nghin cu v s ph bin ca my ATM ca cc
ngn hng ti n bng cch phn tch cng ngh ATM v s thay th cc nhn vin
giao dch. My ATM ang nhanh chng ni ln nh mt khon u t cng ngh
thng tin quan trng i vi cc ngn hng n . Do , tc gi xem ATM nh
mt i din cho vn v cc nhn vin giao dch i din cho lao ng. Nghin cu da
trn nhng cuc tranh lun v s nghch l ca Cng ngh thng tin lm ng lc
cho nghin cu v s dng m hnh CES (Constant Elasticity of Substitution). Kt qu
nghin cu cho thy c s thay th yu t u vo c th l, ATM (vn) thay th nhn
vin giao dch (lao ng). ng thi, tc gi cng cho rng m hnh CES c s dng
trong nghin cu l mt m hnh d bo tt cc d liu. Kt qu cho thy mc cc
nhn vin giao dch c thay th bi my ATM l cao. Tuy nhin, cc my ATM
khng phi l mt thay th hon ho.
Khng dng li , thc t cho thy, khch hng s dng ATM vn cm thy bc
bi, kh chu khi giao dch. Nghin cu ca Curran & King (2008) kim tra mt lot
giao din my ATM cc ngn hng Anh v cho rng c l hng trong giao din ATM
khi thc hin giao dch. Nghin cu ca tc gi cng a ra mt s xut mi cho
giao din ATM nhm ci thin cht lng dch v ATM.
Lin quan n lnh vc ngn hng, nghin cu ca AlHawari et al. (2008) xc
nh rng khch hng ngn hng c xu hng s dng mt s kt hp ca cc knh

dch v t ng. Do , tc gi pht trin mt m hnh ton din v cht lng dch
v ngn hng t ng c tnh n cc thuc tnh ca tng knh phn phi v cc yu t
khc c nh hng n vn cht lng. Tc gi nghin cu cht lng dch v t
ng ca dch v ngn hng c khch hng cm nhn da trn nm yu t c
xut nh sau: dch v ATM, dch v ngn hng trc tuyn, dch v ngn hng qua in
thoi, cc dch v ngn hng ct li v cm nhn v gi ca khch hng. M hnh c
kim nh bng phng php phn tch nhn t khng nh (CFA). Tt c nm nhn t
u c tnh n hng, tin cy, gi tr hi t, gi tr phn bit v gi tr tiu chun
lin quan cao. Hn na, CFA v cc tiu ch c ch s cao hn so vi yu cu. Do ,
kt qu nghin cu cho thy cht lng dch v t ng ca ngn hng cu thnh t
nm yu t sau: dch v ATM, dch v ngn hng trc tuyn, dch v ngn hng qua
in thoi, cht lng dch v ct li v cht lng v gi.
1.1.2 Cc kt qu nghin cu trong nc
Trong qun l cht lng hin i, trit l hng n khch hng ang ng vai
tr ch o. Mt trong nhng yu t quyt nh cho s tn ti v pht trin ca mt
doanh nghip l s tha mn ca khch hng v cht lng sn phmdch v mnh
cung ng. Cht lng ny phi c nh gi bi chnh khch hng ch khng phi
bi doanh nghip. Do , to s tha mn cho khch hng, cc ngn hng trong
nc phi khng ngng o lng v ci tin cht lng dch v gi chn khch
hng c v thu ht thm khch hng mi.
Chnh v vy, nhiu nghin cu sinh trong nc cng c nhng nghin cu
c th v cht lng dch v, c bit l cht lng dch v ngn hng c nghin
cu sinh Nguyn Thanh Hng, i hc kinh t TP H Ch Minh tng hp v nh gi
thng qua m hnh SERVQUAL. Nguyn Thanh Hng tm hiu thc trng cht
lng dch v ti cc chi nhnh BIDV trn a bn TP. HCM, ng thi tm hiu nh
gi ca khch hng v cht lng dch v thng qua m hnh SERVQUAL v
Perceived Service Quality Model. Thng qua s liu thng k m t, phn tch tin
cy, phn tch hi quy, phn tch phng sai, nghin cu cho thy c cc yu t
tc ng n cht lng dch v ti BIDV. T , nh gi c cht lng dch v

ca BIDV l rt tt v kh nng s dng dch v l rt cao. Qua nh gi thc tin,

duy tr v pht trin nn khch hng, ti a ra nhng kin ngh v gii php
nhm nng cao cht lng dch v ca BIDV.
Khng ch dng nghin cu tng quan v dch v ngn hng, Nghin cu Bi
Xun Phng Xy dng mi quan h khch hng v lng trung thnh ca khch
hng i vi dch v ngn hng c nhn ti ngn hng Thng mi c phn. ti
tp trung nghin cu khch hng c nhn giao dch vi cc Ngn hng Thng mi
Vit Nam trn a bn Thnh Ph H Ch Minh. Nghin cu cng i su tm hiu mi
quan h vi khch hng, dn n lng trung thnh ca khch hng i vi ngn hng.
Xc nh c nhng yu t xy dng nn mi quan h vi khch hng l mt vn
ct li, t a ra c nhng chnh sch nhm nng cao lng trung thnh ca khch
hng i vi thng hiu.
Do nhn thc c tm quan trng ca vic nghin cu mc hi lng ca
khch hng i vi ngn hng, tc gi Duy Nht, i hc Kinh t TP H Ch Minh
nh gi mc hi lng ca khch hng v dch v th ATM ca ngn hng
TMCP Cng Thng tnh Bn Tre. Nghin cu s dng m hnh cht lng dch
v cm nhn PSQM nghin cu nhng tc ng nh hng n dch v th. Qua ,
ti cng lm ni bt ln ngha cng nh phng php o lng PSQM.
Nhn thc c dch v rt kh o lng v cht lng dch v th c nh
hng khng nh n s hi lng ca khch hng nn nhiu tc gi ca trng i hc
Kinh T, i hc Quc gia H Ni nghin cu rt k v vn ny. Ni bt l ti
nghin cu: o lng s hi lng ca khch hng s dng th ATM ca Ngn hng
TMCP Cng Thng Vit Nam chi nhnh Thng Long ca nghin cu sinh Nguyn
Tin Thnh v ti Nng cao s hi lng ca khch hng khi s dng th Connect
24 ca ngn hng thng mi c phn Ngoi Thng Chi nhnh Lng H ca tc
gi Phm Ngc Quang. Cc nghin cu trn s dng m hnh SERVQUAL ca
Parasuraman & ctg xc nh cc yu t nh hng n s hi lng ca khch hng
khi s dng th. Tuy nhin th nghin cu ca 2 tc gi ch gii thch c khong
60% cho s hi lng ca khch hng v th ATM v gp phn b sung vo h thng l

thuyt v cht lng dch v th cho th trng Vit Nam. Da vo nghin cu ny th

cc tc gi c th xem cc m hnh ny nh m hnh tham kho cho cc nghin cu
hng tip theo.
Ngy nay, c th ni cht lng dch v ATM c cng nhn l yu t
quyt nh s thnh cng hay tht bi ca thng mi in t. ng trn phng din
khch hng, vic cc ngn hng tng cng nng cao cht lng dch v ATM cho
thy khch hng ngy cng c quan tm hn v c th hng nhng thnh qu
ca cng ngh khoa hc hin i mi nht em li cho h. Cn v pha ngn hng, vic
gia tng cht lng dch v ti my ATM s gip cc ngn hng c thm c mt
ngun vn huy ng ng k. V th, mi ngn hng cn a ra chin lc pht trin
cht lng dch v ring cho mnh, c bit l quan tm n nng cao cht lng dch
v ATM.
1.1.3 ngha thc tin ca ti
Da trn cc nghin cu trong v ngoi nc , ti nhn thy khong trng
nghin cu v dch v th ATM ti ngn hng TMCP K thng Vit Nam, chi nhnh
Ni Bi, H Ni. V vy, ti a ra tng vn dng m hnh SERVPERF vo
ti nghin cu cht lng dch v ngn hng ca mnh, c th l nh gi s hi lng
ca khch hng khi s dng th ATM ti ngn hng TMCP K Thng Vit Nam chi
nhnh Ni Bi.
Vi vic thc hin cc cam kt gia nhp WTO, mi trng kinh doanh ca
Vit Nam s tr nn minh bch hn nhng cng cnh tranh quyt lit hn. Do ,
nng cao cht lng dch v cung cp n cho khch hng l vn sng cn trong
cuc cnh tranh ca cc ngn hng trong giai on hin nay. Vi ngha , ti
S dng m hnh SERVPERF nh gi s hi lng ca khch hng s dng th
ATM ti ngn hng TMCP K Thng Vit Nam chi nhnh Ni Bi, H Ni
c k vng c ngha thi s v em li nhng ng gp nh sau:
+ Trn c s tm hiu cc ti liu, tham kho nhng cng trnh nghin cu v
dch v c lin quan, ti tip tc nghin cu l thuyt v lnh vc dch v da
vo a ra nhng xut nhm nghin cu cht lng dch v th ATM ti

Techcombank chi nhnh Ni Bi. ti gp phn h thng cc l lun v khi

nim v dch v, cht lng dch v, cc m hnh nghin cu cht lng dch v nhm
lm c s khoa hc cho nhng bc nghin cu nh tnh v nh lng tip theo sau
. c bit, tp trung nghin cu su v cc m hnh cht lng dch v ph bin:
tm hiu qu trnh hnh thnh v cc ni dung chi tit ca m hnh SERVPERF, nhng
ng dng v kt qu kim nh trong thc tin ca SERVPERF.
+ Da trn cc m hnh cht lng dch v tm hiu, ti a ra m
hnh nghin cu da trn c s kt hp nhng ni dung cn thit ca cc m hnh cht
lng dch v, chn lc cc tiu ch lm thang o ph hp vi nghin cu v cht
lng dch v th ATM trong lnh vc ngn hng. ng thi, xut tin hnh xem
xt mi tng quan c th gia thi gian, mc s dng dch v i vi cht lng
dch v nhm lm r hn cc lun c ca m hnh SERVPERF.
+ Thc hin cc bc nghin cu nh tnh v nh lng rt ra nhng kt
qu cn thit theo mc tiu nghin cu ra cng nh xc nh c nh gi ca
i tng khch hng s dng th ATM ti Techcombank chi nhnh Ni Bi, da
vo ti a ra cc gii php v kin ngh nhm ci thin v nng cao cht
lng dch v th ATM ca h thng Techcombank ni chung v chi nhnh
Techcombank Ni Bi ni ring.
1.2 Cc nghin cu c bn v cht lng dch v v s hi lng ca khch hng
s dng th ATM
1.2.1 Khi nim cht lng dch v
Hin nay c nhiu nh ngha khc nhau v cht lng dch v, nhng nhn
chung ngi ta nh ngha cht lng dch v l nhng g m khch hng cm nhn
c. Mi khch hng c nhn thc v nhu cu c nhn khc nhau nn cm nhn v
cht lng dch v cng khc nhau.
Theo Advardsson, Thomasson v Ovretveit (1994) cho rng cht lng dch v
l dch v p ng c s mong i ca khch hng v l nhn thc ca h khi s
dng dch v.

Theo Lewis & Mitchell (1990) cht lng dch v lin quan n kh nng dch
v p ng nhu cu hoc k vng ca khch hng.
Theo Armand Feigenbaum (1990) cht lng l quyt nh ca khch hng
da trn kinh nghim thc t i vi sn phm hoc dch v, c o lng da trn
nhng yu cu ca khch hng nhng yu cu ny c th c nu ra hoc khng nu
ra, c thc hoc n gin ch l cm nhn, hon ton ch quan hoc mang tnh
chuyn mn v lun i din cho mc tiu ng trong mt th trng cnh tranh.
Theo American Society for Quality (ASQ) Cht lng th hin s vt tri
ca hng ha v dch v, c bit t n mc m ngi ta c th tha mn mi nhu
cu v lm hi lng khch hng.
Theo Parasuraman (1988) Cht lng dch v c xc nh bi s khc bit
gia s mong i ca khch hng v dch v v nh gi ca h v dch v m h nhn
c. Parasuraman (1988) a ra m hnh nm khong cch v nm thnh phn cht
lng dch v, gi tt l Servqual, Servqual c ghp t 2 ch Service v Quality
v c nhiu nh nghin cu nh gi l kh ton din. Sau , Servqual tip tc
c hon thin thng qua vic tp trung vo khi nim v S cm nhn cht
lng"ca ngi tiu dng v s cm nhn cht lng ca khch hng l vic nh gi
c tnh khch quan nht v cht lng ca dch v.
Cht lng dch v th l kh nng p ng dch v th i vi s mong i
ca khch hng s dng th, hay ni theo cch khc l ton b nhng hot ng, li ch
tng thm m ngn hng mang li cho khch hng nhm thit lp, cng c v m rng
quan h i tc lu di vi khch hng thng qua s to nn s hi lng cho khch
hng.
1.2.2 Cc yu t o lng cht lng dch v
Trong khi o lng cht lng sn phm hu hnh gn nh khng c g bn
lun v qu c th th o lng cht lng dch v l iu khng d dng.
c nhiu nh nghin cu a ra cc cch tip cn v thang o khc nhau cho
khi nim ny, nhng cho n ngy nay vn cha c cu tr li y . S kh
khn, phc tp ny bt ngun t cc c tnh khc bit ca dch v so vi sn phm

10

hu hnh. Qu trnh nhn bit, nhn dng quan im ca khch hng v cht lng dch
v bt u vi vic xc nh nhu cu ca khch hng hoc cc yu t ca cht lng.
Tuy mt vi yu t cht lng c khi qut ha v ph bin nhiu loi hnh dch
v, nhng mt vi yu t cht lng ch p dng mt s loi hnh dch v c th. Do
cht lng dch v c o lng bi nhiu yu t nn vic nhn nh chnh xc cc
yu t ny ph thuc vo tnh cht ca tng loi hnh dch v c th.
C nhiu tc gi nghin cu vn ny nhng ph bin nht v c bit
n nhiu nht l cc tiu ch nh gi cht lng dch v ca Parasuraman v
cng s (Parasuraman et al).
Parasuraman et al (1988) khi qut ha v a ra 5 yu t quyt nh cht lng
dch v nh sau:
(1) S tin cy Reliability;
(2) Hiu qu phc v Responsiveness;
(3) S hu hnh Tangibles;
(4) S m bo Assurance;
(5) S cm thng Empathy.
Cng vo nm 1990, C. Grnroos tin hnh nghin cu v a ra 6 yu t o
lng cht lng dch v nh sau: (1) Tnh chuyn nghip Professionalism
andskills; (2) Phong cch phc v n cn Attitudes and behaviour; (3) Tnh thun
tin Accessibility and flexibility; (4) S tin cy Reliability and trustworthiness; (5)
S tn nhim Reputation and credibility; (6) Kh nng gii quyt khiu ni
Recovery.
Sureshchandar et al (2001) cng a ra 5 yu t nh hng n cht lng dch
v bao gm: (1) Yu t dch v ct li Core service; (2) Yu t con ngi Human
element; (3)

Yu t

thut Nonhuman

element; (4)

Yu t

hu

hnh

Tangibles; (5) Yu t cng ng Social responsibility.

Cc yu t o lng dch v rt a dng c xc nh khc nhau ty thuc vo
lnh vc dch v. V vy, cc ti liu nghin cu c nu ra trn y l c s

11

tham kho cho vic xc nh c th cc yu t quyt nh cht lng dch v trong hot
ng kinh doanh ngn hng.
1.2.3 S hi lng ca khch hng s dng th ATM
C rt nhiu khi nim khc nhau v s hi lng ca khch hng. S hi lng
ca khch hng chnh l trng thi/cm nhn ca khch hng i vi nh cung cp
dch v sau khi s dng dch v (Terrence Levesque v Gordon H.G
McDougall, 1996).
C th hn, s hi lng ca khch hng l s phn hi tnh cm, ton b cm
nhn ca khch hng i vi nh cung cp dch v trn c s so snh s khc bit gia
nhng g h nhn c so vi mong i trc (Oliver, 1999 v Zineldin, 2000).
Cng trn quan im ny, Kotler (2007) cho rng s hi lng c xc nh
trn c s so snh gia kt qu nhn c t dch v v mong i ca khch hng
c xem xt d trn ba mc sau y:
Khng hi lng: khi mc cm nhn khch hng nh hn mong i.
Hi lng: khi mc cm nhn ca khch hng bng mong i.
Rt hi lng: khi mc cm nhn ca khch hng ln hn mong i.
Nhn thc cht lng dch v l kt qu ca khong cch gia dch v mong
i v dch v cm nhn v s hi lng cng l s so snh hai gi tr ny. Khi khong
cch gia dch v mong i v dch v cm nhn v cht lng dch v c thu hp
bng khng th c xem l khch hng hi lng. Cht lng dch v l nguyn nhn
(ngun gc) to nn s hi lng khch hng. Hin vn cha c c s thng nht gia
cc nh nghin cu v cc khi nim, nhng a s cc nh nghin cu cho rng gia
cht lng dch v v hi lng khch hng c mi lin h vi nhau (Bi Nguyn Hng,
2004).
S hi lng l hm s ca mong i, cm nhn cng vi khong cch gia cm
nhn v mong i (theo King, 2000).

12

Theo Philip Kotler (2007), s hi lng ca khch hng l mc trng thi cm

gic ca mt ngi bt ngun t vic so snh kt qu thu c t vic tiu dng sn
phm, dch v vi nhng k vng ca anh ta. Mc hi lng ph thuc s khc bit
gia kt qu nhn c v k vng.
Jamal v cng s (2002) m t s hi lng ca khch hng nh l s p ng
y nht mong i ca khch hng. Thm na, Jamal v Kamal (2002) cho rng s
hi lng ca khch hng l cm nhn hoc thi ca khch hng sau khi s dng mt
sn phm hoc dch v.
Th nhng nhng k vng ca ngi mua c hnh thnh nh th no?
Chng c hnh thnh trn c s kinh nghim mua sm trc kia ca ngi mua,
t nhng nhu cu c nhn h, nhng kin ca ngi thn, v nhng thng tin
cng ha hn ca ngi lm marketing v i th cnh tranh. hiu r cc yu t
tc ng n s tha mn ca khch hng m mnh ang phc v th cc nh
marketing phi tin hnh cc cuc nghin cu khch hng. (Philip Kotler, 2007).
1.2.4 Lng trung thnh ca khch hng
Lng trung thnh ca mt khch hng i vi mt thng hiu ni chung hay
mt thng hiu dch v ni ring, ni ln xu hng khch hng s dng thng hiu
v lp li hnh vi ny (Mai Trang & nh Th, 2007).
C 3 cch o lng lng trung thnh ca khch hng i vi thng hiu, o
lng theo hnh vi, o lng theo thi v o lng theo hung kt hp. o lng
lng trung thnh theo hnh vi l o lng t l m khch hng mua (so vi lng
mua tng th ca h) i vi mt thng hiu no , trong mt khong thi gian c
th. Nh vy, lng trung thnh o lng theo hng hnh vi c xc nh bi lng
mua v vic mua lp li ca khch hng trong qu kh. (Bei, L.T., Chiao, Y.C., 2006).
Do , o lng lng trung thnh theo hnh vi khng o c lng trung thnh
tht s ca khch hng, m c bit l khi khch hng b p buc mua lp li. V th,
nhiu hc gi nhn mnh tm quan trng o lng lng trung thnh theo thi
(Bei, L.T., Chiao, Y.C., 2006). Lng trung thnh theo hng thi lm r hn hnh vi
13

trung thnh ca khch hng, bng cch vch trn tinh thn, cm xc v cu trc tri thc
ca khch hng (Zins, 2001). Lng trung thnh theo hng thi th hin qua cc
hnh ng: h s cam kt s mua lp li thng hiu v gii thiu thng hiu n
khch hng khc.
Lng trung thnh theo hng kt hp l kt hp lng trung thnh theo hng
hnh vi v theo hng thi . Thi c nh ngha l mt chiu hng tm l
c th hin bi vic nh gi yu t c trng vi mc ng h hoc khng ng h
Thi : bao gm 3 thnh phn: s hiu bit v nim tin ca khch hng, s cm nhn
or nh gi ca khch hng, nh hng n hnh ng v s th ng ca khch hng.
Lng trung thnh ca khch hng cng c o lng nh l mt thi (s a thch
nhn hiu, nh mua, or s cam kt). Nghin cu v thi cung cp s thng sut
v l do mt khch hng biu th hnh vi trung thnh. Thi khch hng nh hng
khng nh n hnh vi ca khch hng. o lng thi v hnh vi ca khch hng s
cho chng ta bit c s tha mn ca khch hng v dn n s trung thnh ca h.
i vi dch v Ngn hng, o lng lng trung thnh l mt vic rt kh khn.
Lng trung thnh c ngha rt ln i vi mt ngn hng. Lng trung thnh c coi
l ng gp phn ln vo li nhun ca bt c doanh nghip no, vic gia tng lng
trung thnh s gip doanh nghip pht trin bn vng. Chnh v vy m vic xy dng
lng trung thnh ca khch hng l mt vn cn quan tm ca bt c ngn hng no.
1.2.5 Mi quan h gia cht lng dch v, s hi lng v lng trung thnh ca
khch hng
1.2.5.1 Quan h gia cht lng dch v v s hi lng ca khch hng
S hi lng ca khch hng v cht lng dch v l hai khi nim hon ton phn
bit nhng c quan h gn vi nhau. Cht lng dch v l khi nim khch quan,
mang tnh lng gi v nhn thc, trong khi , s hi lng l s kt hp ca cc thnh
phn ch quan, da vo cm gic v cm xc (Nguyn Thnh Long, 2006).
Sultan, F. and Simpson, M.C. (2000) cho rng s hi lng ca khch hng v cht
lng dch v l hai khi nim khc bit. Trong khi s tha mn khch hng l quan
im chung chung v b tc ng bi nhiu yu t nh: cht lng sn phm, cht
14

lng dch v, gi c, yu t tnh hung, yu t c nhn, th cht lng dch v ch tp

trung vo cc thnh phn c th ca dch v.
Parasuraman & ctg (1991) cho rng gia cht lng dch v v s hi lng ca
khch hng tn ti mt s khc bit v im khc bit c bn nht l vn nhn qu.
ng v mt s cng s ng h quan im s hi lng ca khch hng dn n cht
lng dch v. H cho rng cht lng dch v l s nh gi tng th di hn trong khi
s hi lng khc hng ch l s nh gi mt giao dch c th
Trong khi mt s nh nghin cu khc, vi kt qu nghin cu thc nghim
ca mnh cho rng, cht lng dch v l tin t ca s tha mn, nh hng n s
tha mn. Cronin and Taylor (1992) ch ra rng trong phn tch mi quan h nhn qu
gia s tha mn, cht lng dch v v xu hng mua lp li th, trong quan h: cht
lng dch v => s tha mn => xu hng mua lp li, cc h s hi qui l c ngha,
trong khi vi chiu ngc li: xu hng mua lp li => s tha mn => cht lng
dch v th cc h s hi qui khng c ngha.
Bn cnh , mt s nh nghin cu gn y ch ra rng cc thnh phn cht
lng dch v gii thch cho s tha mn khch hng, nh Sultan, F. and Simpson,
M.C.(2000); Cunningham (2002); Prayag (2007) v.v
Do , gi thuyt c nu ra l:
H1: Cht lng dch v c nh hng dng ln s tha mn khch hng. Ngha
l khi cht lng dch v tng hay gim th s tha mn khch hng tng hay gim
theo.

Cht lng
dch v

S hi lng

H1 +

Hnh 1.1: Mi quan h gia cht lng dch v v s hi lng

1.2.5.2 Mi quan h gia cht lng dch v, s hi lng v lng trung thnh ca
khch hng

15

Trong mt nghin cu v lnh vc dch v bao gm: ngn hng, dch v v sinh,
thc n nhanh v.vCronin v Taylor (1992), cho thy rng s tha mn khch hng c
s nh hng n xu hng mua lp li trong cc ngnh dch v . Tng t, Mc
Alexander v cng s (1994), trong mt nghin cu v dch v chm sc sc khe
chng minh rng s tha mn khch hng v cht lng dch v c s tc ng n xu
hng mua lp li trong tng lai.
Khi khch hng tha mn v cht lng dch v th s trung thnh vi thng
hiu dch v . Hay ni cch khc, kt qu ca s tha mn l lng trung thnh. Do
, khch hng cng c p ng mong mun ca h khi s dng dch v bao nhiu
th xc sut m khch hng s dng li v trung thnh vi thng hiu dch v by
nhiu.
Do mt gi thuyt na c nu ra l:
H2: S tha mn khch hng c nh hng dng ln lng trung thnh ca h.
Ngha l khi mc tha mn khch hng tng hay gim th lng trung thnh ca h
s tng hay gim theo.
Cronin v Taylor (1992) a ra gi thuyt rng cht lng dch v nh hng
dng ln xu hng hnh vi ca khch hng. V nghin cu thc nghim ca h
chng minh c gi thuyt ny l c ngha. Hay ni cch khc, cht lng dch v
nh hng trc tip ln lng trung thnh ca khch hng v nh hng gin tip n
lng trung thnh thng qua s tha mn ca khch hng. (Bei, L.T., Chiao, Y.C.,
2006).
Do , gi thuyt v mi quan h gia cht lng dch v v lng trung thnh ca
khch hng c nu ra l:
H3: Cht lng dch v nh hng dng ln lng trung thnh ca khch hng.
Ngha l khi cht lng dch v tng hay gim th lng trung thnh ca khch hng s
tng hay gim theo.

16

Vi 3 gi thuyt c nu ra trn, mi quan h gia cht lng dch v, s tha

mn khch hng v lng trung thnh ca khch hng c trnh by nh trong hnh v
di y.
S hi lng

H2 +

H1 +

Cht lng
dch v

Lng trung
thnh

H3 +

Hnh 1.2 Mi quan h gia cht lng dch v-s hi lng-lng trung thnh
1.3 Mt s m hnh nh gi cht lng dch v
1.3.1 M hnh SERVQUAL
Ly tng l thuyt trong m hnh ca Gronroos (1984), Parasuraman (1985)
xy dng mt cng c o lng hn hp, gi l SERVQUAL, dng o lng
cht lng dch v cm nhn, b thang o SERVQUAL cha 22 cp ca cc khon
mc o theo thang im Likert o lng ring bit nhng k vng v cm nhn
thc t ca khch hng v cht lng dch v.
C th: Cht lng dch v = Mc cm nhn Gi tr k vng.
y l mt trong nhng m hnh c s dng kh ph bin nh gi cht
lng dch v trong nhiu lnh vc khc nhau. M hnh SERVQUAL gm 10 thnh
phn: (1) Phng tin hu hnh; (2) Tin cy; (3) p ng; (4) Nng lc phc v; (5)
Tip cn; (6) n cn; (7) Thng tin; (8) Tn nhim; (9) An ton; (10) Thu hiu.
n 1988 Parasuraman v cc cng s hiu chnh li cn 5 thnh phn y l
m hnh nghin cu cht lng dch v ph bin v c p dng nhiu nht trong cc
nghin cu marketing. Theo Parasuraman, cht lng dch v khng th xc nh

17

chung chung m ph thuc vo cm nhn ca khch hng i vi dch v v s cm

nhn ny c xem xt trn nhiu yu t.
Hnh 1.3: M hnh SERVQUAL ca Parasuraman

S tin
cy

Nng
lc
phc

S p
ng
Cht
lng
dch v

S ng
cm

Phng
tin hu
hnh

M hnh SERVQUAL c xy dng da trn quan im cht lng dch v

cm nhn l s so snh khong cch gia cc gi tr k vng/ mong i ca khch
hng v cc gi tr khch hng cm nhn c, do vy m hnh SERVQUAL
cn c tn gi khc l m hnh 5 khong cch cht lng dch v

18

Hnh 1.4: Nm khong cch cht lng dch v ca m hnh SERVQUAL

Dch v k vng (expected service)

Khong cch (5)

Dch v cm nhn (perceived service)

Khong
cch (1)

Chuyn giao dch v (service delivery)

Khong cch (3)

Chuyn i cm nhn thnh tiu ch cht

lng (translation of perceiptions into
service quality specifications)

Khong
cch (4)

Thng tin n khch

hng(external
communication to
customers)

Khong cch (2)

Nhn thc v k vng ca khch hng

(management perceiptions consumer
expectation )

Khong cch [1] l bit

sai gia k vng ca khch hng v cm nhn
ca nh cung cp dch v v k vng . S din dch k vng ca khch hng
khi khng hiu thu o cc c trng cht lng dch v, c trng khch hng to
ra sai bit ny.
Khong cch [2] c
to ra khi nh cung cp gp cc kh khn, tr
ngi khch quan ln ch quan khi chuyn cc k vng c cm nhn sang cc tiu
ch cht lng c th v chuyn giao chng ng nh k vng. Cc tiu ch ny tr
thnh cc thng tin tip th n khch hng.
Khong cch [3] hnh thnh khi
nhn vin chuyn giao dch v cho
khch hng khng ng cc tiu ch nh. Vai tr nhn vin giao dch trc tip rt
quan trng trong to ra cht lng dch v.

19

 Khong cch [4] sai

l bit gia dch v chuyn giao v thng tin m
khch hng nhn c. Thng tin ny c th lm tng k vng 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 ts khc bit gia cht lng cm nhn
v cht lng k vng khi khch hng tiu th dch v. Parasuraman et al. (1985)
cho rng cht lng dch v chnh l khong cch th nm. Khong cch ny
li ph thuc vo 4 khong cch trc.
1.3.2. M hnh SERVPERF ca Cronin v Taylor (1992)
Sau nhiu nghin cu kim nh cng nh ng dng, mt bin th ca m hnh
SERVQUAL l SERVPERF c tha nhn nh mt thang o c gi tr l thuyt
cng nh thc tin.
M hnh SERVPERF c Cronin & Taylor (1992) gii thiu, pht trin da
trn nn tng ca m hnh SERVQUAL nhng o lng cht lng dch v da trn
nh gi cht lng dch v thc hin c (performancebased) ch khng phi l
khong cch gia cht lng k vng (expectation) v cht lng cm nhn
(perception).
Theo m hnh SERVPERF th: Cht lng dch v = Mc cm nhn.
Cronin & Taylor (1992) cho rng cht lng dch v c phn nh tt nht
bi cht lng cm nhn m khng cn c cht lng k vng, do vy cht lng dch
v c xc nh bng cch ch o lng kt qu cht lng dch v cm nhn. Kt
lun ny nhn c s ng tnh bi cc nghin cu ca Lee v ctg (2000), Brady
v ctg (2002). V vy, m hnh o lng ny cn c gi l m hnh cm nhn
(Perception Model). B thang o SERVPERF cng s dng 22 cu hi tng t nh
phn cm nhn ca khch hng trong m hnh SERVQUAL b qua phn hi v k
vng gm 05 thnh phn :

20

 S tin cy (Reliability)
S tin cy ni ln kh nng cung ng/ thc hin dch v chnh xc, ng gi v
uy tn, ng vi nhng g cam kt, ha hn. iu ny i hi s nht qun trong
vic thc hin dch v v tn trng cc cam kt cng nh gi li ha vi khch hng.
Tiu ch ny thng c o lng bi cc thang o sau y:
Nh cung cp dch v thc hin ng ngay t ln u;
Nh cung cp cung ng dch v ti thi im m h ha;
Nh cung cp ha lm iu g vo thi gian no th h s lm;
Nh cung cp lun cung cp thng tin n khch hng y v kp
thi
Hiu qu phc v (Responsiveness)
y l tiu ch o lng mc mong mun v kh nng gii quyt vn
nhanh chng, phc v khch hng mt cch kp thi, x l hiu qu cc khiu ni, sn
sng gip khch hng v p ng cc yu cu ca khch hng. Ni cch khc hiu
qu phc v l s phn hi t pha nh cung cp dch v i vi nhng g m khch
hng mong mun c th nh:
Nhn vin phc v sn sng phc v khch hng;
Nhn vin cung cp dch v nhanh chng, kp thi;
Nh cung cp phn hi tch cc cc yu cu ca khch hng;
Nh cung cp lun c gng gii quyt kh khn cho khch hng
Phng tin hu hnh (Tangibles)
S hu hnh chnh l s th hin, hnh nh bn ngoi ca cc c s vt cht,
cng c, thit b v vt liu, my mc, phong thi ca i ng nhn vin, ti liu, sch

21

hng dn v h thng thng tin lin lc. y l nhng nhn t mi trng

(environmental factors). Ni mt cch tng qut tt c nhng g m khch hng nhn
thy trc tip c bng mt v cc gic quan th u c th tc ng n yu t ny:
C s vt cht y ;
Nhn vin chuyn nghip
Trang thit b hin i
Cch sp xp, b tr tin li cho khch hng
S m bo (Assurance)
y l yu t to nn s tn nhim, tin tng cho khch hng c cm nhn
thng qua s phc v chuyn nghip, kin thc chuyn mn gii, phong thi lch thip
v kh nng giao tip tt. Nh , khch hng cm thy an tm mi khi s dng dch
v:
Nh cung cp dch v thc hin dch v chnh xc, khng c sai st;
Nhn vin phc v khch hng lch thip, nh nhn, to nim tin cho
khch hng;
Bn cm thy an ton trong khi giao dch vi nh cung cp;
Nh cung cp dch v lun cung cp thng tin dch v cn thit cho
khch hng;
Nhn vin phc v tr li chnh xc v r rng cc thc mc ca khch
hng
S cm thng (Empathy).
S cm thng chnh l s quan tm, chm sc khch hng n cn, dnh cho
khch hng s i x chu o tt nht c th, gip cho khch hng cm thy mnh l

22

thng khch ca ngn hng v lun c n tip nng hu mi lc, mi ni. Yu

t con ngi l phn ct li to nn s thnh cng ny v s quan tm ca ngn hng
i vi khch hng cng nhiu th s cm thng s cng tng:
Nhn vin dch v ch n nhu cu ca tng khch hng;
Khch hng khng phi ch i lu c phc v
Khch hng c giao dch nhng a im thun tin;
H thng thit b hin i d s dng;
Nhn vin dch v lun c thi nim n v n cn vi khch hng
Nhng thnh phn ny s khc nhau v mc quan trng ty thuc vo loi
hnh dch v c th, chng hn s tin cy (reliability) quan trng hn i vi dch v
ngn hng, s cm thng (empathy) quan trng hn i vi dch v y t v chm sc
sc khe.
1.3.3 M hnh cht lng dch v cm nhn PSQM (Gronroos, 1984 : 2000)
nghin cu cm nhn ca khch hng v cht lng, C. Gronroos (1984)
cho rng cht lng dch v c xem xt da trn hai tiu ch l cht lng k thut
(Technical Service Quality) v cht lng chc nng (Functional Service Quality).
hu ht cc loi hnh dch v cht lng s bao gm hai thnh phn l cht lng k
thut: dch v s cung cp cho khch hng ci g (?) v cht lng chc nng: cung cp
cho khch hng nh th no (?). Cht lng k thut l h qu ca qu trnh vn hnh
hot ng dch v, c ngha l nhng g m khch hng nhn c (What ?). Cht
lng chc nng chnh l qu trnh tng tc gia khch hng v ngi cung ng dch
v, ngha l lm th no dch v c th hin v cung ng (How?). Tuy nhin, i khi
kh c th phn bit cht lng k thut gia nhng i th cnh tranh trong cc ngnh
dch v th cht lng chc nng s tr nn quan trng hn i vi khch hng. Cht
lng chc nng thng c nhn bit bng cch nh gi thi ca khch hng khi
khch hng tha mn v hi lng.

23

C. Gronroos (2000) gii thiu m hnh cht lng dch v cm nhn

(Perceived Service Quality Model PSQM), theo cht lng cm nhn ca khch
hng khng ch ty thuc vo nhng g khch hng nhn c m cn ty thuc vo
nhng g khch hng k vng (pht sinh t nhng nh hng ca thng tin trn
th trng, hnh nh cng ty, nhu cu khch hng, giao tip truyn ming, kin thc
ca khch hng...). Grnroos cng nhn mnh n hnh

nh ca cng ty

i vi kt qu cm nhn cht lng dch v bi l danh ting ca dch v c nh

hng rt ln khi cung cp dch v cho khch hng. Hnh nh c tm quan trng i
vi tt c cc cng ty cung ng dch v bi v khch hng c th thy c hnh nh
v ngun lc ca cng ty trong qu trnh giao dch mua bn. Do , c th khng nh
rng cht lng dch v ng thi b tc ng mnh m bi hnh nh doanh nghip
(Corporate Image). Nh vy, C. Grnroos (2000) a ra 3 nhn t nh hng n
cht lng dch v l cht lng k thut, cht lng chc nng v hnh nh doanh
nghip. Theo PSQM, Grnroos cho rng cm nhn ton bca khch hng v
cht lng l mt hm ca nhng cm nhn nh gi ca khch hng v dch v
da trn ba kha cnh ch yu v s khc bit gia nhng nh gi ny
vi nhng mong i v dch v ca khch hng:
* Cht lng k thut (Technical Service Quality): Nhng g m dch v mang n
cho khch hng (the outcomes generated by the service to the customers), y
l kt qu ca qu trnh tng tc gia khch hng vi nh cung cp dch v.
* Cht lng chc nng (Functional Service Quality): Qu trnh cung cp dch v
n khch hng (the process of service delivery to customers), iu ny lin quan
n vic cung cp dch v din ra theo cch thc nh th no.
* Hnh nh

ca

cng ty

(Corporate

Image): Cch

nhn nhn

ca khch

hng i vi cng ty (how the customers view the company), y l cht lc

nhng g nh hng, tc ng n s cm nhn v hot ng ca cng ty, hnh
thnh trong tm tr khch hng ch yu thng qua truyn thng v kinh nghim ca
khch hng.

24

Hnh 1.5 M hnh Perceived Service Quality (Gronroos, 2000)

Cht lng dch v cm nhn

(Perceived Service Quality)

Tri qua/ Kinh nghim

K vng

(Experiences)

(Expectations)

Hnh nh

Thng tin th trng (market

communications)

(Image)

Hnh nh (image)
Truyn ming (word of mouth)
Nhu cu khch hng (customer
needs)
Kin thc khch hng (customer
learning)

Kt qu/ Cht lng

k thut

Qu trnh/ Cht
lng chc nng

(Outcome/ Technical
quality: What?)

(Process/ Functional
quality: How?)

KT LUN CHNG 1
Chng 1 a ra c tnh hnh nghin cu trong v ngoi nc i vi m
hnh nh gi cht lng dch v ngn hng, s hi lng ca khch hng khi s dng
dch v ngn hng. T khong trng nghin cu c a ra, tc gi xc nh c
hng nghin cu cho ti ca mnh. Chng 1 trnh by c c s l thuyt v
dch v, cht lng dch v, s hi lng v lng trung thnh ca khch hng. Khng ch
vy, chng 1 cn trnh by mt cch r rng mi quan h gia cht lng dch v, s
hi lng v lng trung thnh ca khch hng. Mt s m hnh nh gi cht lng dch
v cng c a ra nghin cu bao gm: m hnh SERVQUAL ca Gronroos
(1984), Parasuraman (1985), M hnh SERVPERF ca Cronin v Taylor (1992), M
hnh cht lng dch v cm nhn PSQM (Gronroos, 1984, 2000).

25

CHNG 2: PHNG PHP NGHIN CU

2.1 Xy dng gi thuyt v m hnh nghin cu ngh

2.1.1 Xy dng gi thuyt nghin cu
Theo Parasuraman (1994), s tranh ci pht sinh t vic nh gi cht lng v
s hi lng l nh gi gia giao dch c th vi nh gi chung. Trong khi cc nh
nghin cu cht lng dch v bt u t gi nh rng s hi lng l s nh gi da
vo mt giao dch c th v cht lng l s nh gi chung c a ra sau mt qu
trnh nh gi tch ly th cc nh nghin cu v s hi lng li c quan im i lp.
Trong nghin cu ny, tc gi cng thng nht vi quan im l khng th nh
gi cht lng dch v mt cch chung chung nh cht lng dch v ny cao hay thp
m cht lng dch v phi c o bng mt tp hp nhiu thang o o lng cc
khi nim thnh phn c lin h vi nhau v n to nn cht lng dch v. Nh vy,
sau khi nghin cu da trn m hnh SERVPERF, cc thnh phn trong m hnh cht
lng dch v v s hi lng ca khch hng s dng th ATM, cc gi thuyt v nh
hng ca cc yu t cht lng dch v cm nhn c t ra theo m hnh nghin
cu ca Cronin v Taylor (1992) c nhn nh nh sau:
H1: S tin cy c nh hng trc tip ng k ti s hi lng ca khch hng,
khi tin cy v dch v th ATM c khch hng nh gi tng th mc hi lng
ca khch hng s tng v ngc li.
H2: S cm thng ca khch hng nh hng trc tip ng k ti s hi lng
ca khch hng, khi s ng cm ca khch hng v dch v th ATM tng th mc
hi lng ca khch hng s tng v ngc li.
H3: Phng tin hu hnh nh hng trc tip ng k ti s hi lng ca
khch hng, khi ti sn hu hnh ca ngn hng c khch hng nh gi tng th
mc hi lng ca khch hng s tng v ngc li.

26

H4: Hiu qu phc v nh hng trc tip ng k n khch hng, khi hiu
qu phc v ca ngn hng v dch v th ATM c khch hng nh gi tng th
mc hi lng ca khch hng s tng v ngc li.
H5: S m bo nh hng trc tip ng k ti s hi lng ca khch hng,
khi s m bo ca ngn hng v dch v th ATM c khch hng nh gi tng th
mc hi lng ca khch hng s tng v ngc li.
2.1.2 M hnh nghin cu ngh
Qua tham kho cc nghin cu v s hi lng ca khch hng tc gi xut
xy dng m hnh khung nghin cu s hi lng ca khch hng s dng dch v th
ATM, bi vit ny da vo m hnh thnh qu cm nhn thang o SERVPERF
(1992) c hiu chnh ph hp lnh vc nghin cu xy dng m hnh nh sau:
S tin cy
S cm thng
S hi
lng ca
khch
hng s
dng th
ATM

Phng tin hu hnh

S m bo

Hiu qu phc v

Hnh 2.1: M hnh khung nghin cu ngh

27

2.2 Quy trnh nghin cu

Mc tiu nghin cu

C s l lun
L thuyt v dch v, cht lng dch v,
Cc m hnh cht lng dch v SERVQUAL,
SERVPERF, PSQM

Xc nh m hnh nghin cu v cc thang o

Nghin cu s b
Tho lun nhm, phng vn chuyn gia, phng
vn s b khch hng
iu chnh thang o

Nghin cu chnh thc

Thit k bng cu hi
Thu thp s liu, x l s liu
Thng k m t mu nghin cu

a ra kt qu nghin cu thng qua:

Phn tch Cronbach Alpha
Phn tch EFA
Kim nh m hnh nghin cu

xut nhm gii php

28

2.3 Thit k nghin cu

Nghin cu ny c tin hnh theo hai bc chnh: (1) Nghin cu s b v
(2) Nghin cu chnh thc.
2.3.1 Nghin cu s b
Mc ch ca nghin cu s b dng khm ph cc yu t tc ng n cht
lng dch v cng nh s hi lng ca khch hng hiu chnh, b sung vo thang
o SERVPERF cho ph hp vi c th ca dch v th ATM ca Techcombank, qua
xy dng cc thang o a vo m hnh nghin cu v thit lp bng cu hi.
2.3.1.1 Quy trnh
Nghin cu s b c thc hin ti H Ni vo u thng 5/2015 bng phng
php nh tnh la chn cc cu hi a vo bng cu hi kho st, tham kho
kin v vn nghin cu t pha ngn hng Techcombank chi nhnh Ni Bi, H
Ni v khch hng s dng th ATM ti Techcombank chi nhnh Ni Bi.
Vi mc ch iu chnh thang o SERVPERF cho ph hp vi lnh vc ngn
hng, tc gi c bui tham kho kin t cc chuyn vin, cc lnh o, nhn vin
phng th ca ngn hng Techcombank Chi nhnh Ni Bi, H Ni. Ni dung trao
i tp trung vo mt s cu hi c chun b sn da trn nhng vn sau (xem
thm Ph lc 1):

Anh/Ch c th nh gi khch hng nhn xt nh th no i vi cht lng

dch v th ATM do Chi nhnh cung cp?

Chi nhnh c nhn nh g v mong i ca khch hng?

Anh/Ch nhn xt nh th no v cc m hnh cht lng dch v?

Anh/Ch cho kin v tiu ch o lng cht lng dch v c xut.

Cc thang o v cht lng dch v c trnh by c hp l cha?

Chi nhnh s dng tiu ch no o lng cht lng dch v ca mnh?

D on nhu cu ca khch hng v dch v th ATM ca ngn hng trong

tng lai.
Sau khi hiu chnh bng cu hi, tc gi tin hnh phng vn khong 20 khch
hng c chn ngu nhin ang giao dch ti ATM Techcombank Chi nhnh Ni

29

Bi kim tra thch hp ca ngn t. Qua , ghi nhn kin ng gp ca nhng

khch hng ny v cht lng dch v th v mong mun ca h i vi cc sn phm
dch v th c cung cp bi Techcombank.
2.3.1.2 Kt qu
Sau khi tin hnh nghin cu s b, 5 nhn t ca m hnh nghin cu v s hi
lng khch hng c ng tnh v c th dng cho nghin cu tip theo l nghin cu
chnh thc.
S tin cy:
Ngn hng cung cp dch v nh cam kt.
Ngn hng thc hin dch v chnh xc, hu nh khng c sai st.
Ngn hng bo mt thng tin khch hng v giao dch.
Ngn hng cung cp thng tin n khch hng y , kp thi.
Th ATM ca Techcombank rt c hu ht ATM ca ngn hng khc
Ngn hng c nhn vin t vn ti bn hng dn phc v khch hng.
Hiu qu phc v:
Th tc pht hnh th ATM n gin, nhanh gn.
H thng ATM ca Techcombank lun hot ng tt.
Nhn vin ngn hng gip khch tn tnh, kp thi gii quyt tha ng cc
khiu ni ca khch hng.
Ph dch v ATM ca Techcombank p dng hp l.
Hn mc giao dch hp l
Li sut p dng cho th hp l
Phng tin hu hnh:
Ngn hng c c s vt cht y , b tr p mt.
Ngn hng c trang thit b v my mc hin i.
Mng li giao dch rng khp.
Th ATM ca Techcombank c nhiu dch v tin ch.
a im t my ATM thun tin

30

 Mu m th ATM a dng, p mt
Trang b camera quan st, thit b chng trm ti phng ATM
S m bo:
Th ATM ca Techcombank c khch hng tn nhim.
Khch hng cm thy an ton khi s dng th ATM ca Techcombank
Nhn vin ngn hng c chuyn mn gii
Nhn vin ngn hng vui v, nhit tnh, lch s.
S cm thng:
Techcombank quan tm n khch hng v cht lng dch v th.
Ngn hng lun c nhiu chng trnh u i cho khch hng
Ngn hng lun coi trng li ch ca khch hng
Nhn vin Techcombank lun hiu r nhu cu ca khch hng.
Khch hng ng xp hng s dng dch v ATM Techcombank vo cc
ngy cao im.
y l bc nghin cu s b sng lc li cc bin a vo m hnh nghin
cu, kim tra cc thang o s dng, tham kho kin t pha cc chuyn gia ca
Techcombank, Chi nhnh Techcombank Ni Bi v khch hng ca Techcombank v
vn nghin cu, qua xy dng cc thang o a vo m hnh nghin cu v thit
lp bng cu hi.
2.3.1.3 Thit k bng cu hi
Sau khi tri qua bc nghin cu s b, cc thang o c xc nh gm 28
thang o ca 5 nhn t tc ng n cht lng dch v. Da trn c s ny, bng cu
hi iu tra c thit k. (Xem thm phn ph lc 2)
Bng cu hi dng phng vn khch hng bao gm 3 phn chnh:
Phn I: Phn gii thiu h tn, a ch
Phn II: bao gm 2 phn chnh:

31

 Phn sng lc khch hng vi mc ch tm hiu xem khch hng c ang s

dng th ATM ca Techcombank hay khng.
Phn nh gi s hi lng ca khch hng khi s dng th ATM ca
Techcombank. Cc cu hi kho st c xy dng theo m hnh SERVPERF, bao
gm 28 bin quan st ca 5 nhn t. Khch hng c phng vn v a ra mc
ng ca mnh qua 28 pht biu bng thang o Likert 5 mc .
Phn th ba l mt s cu hi v thng tin v c nhn ca khch hng, nh gii
tnh, tui, trnh hc vn, thi gian s dng th C mc ch cho thng k
phn loi sau ny.
2.3.2 Nghin cu chnh thc
Nghin cu chnh thc c tin hnh ngay khi bng cu hi c chnh sa t
kt qu nghin cu s b. Sau khi hiu chnh, bng phng vn chnh thc c a ra
nhm kho st trc tip khch hng thu thp d liu kho st. i tng kho st l
khch hng s dng th ATM ti Ngn hng TMCP K thng Vit Nam chi nhnh
Ni Bi. Mc tiu nhm kim nh li cc thang o trong m hnh nghin cu, y l
bc phn tch chi tit cc d liu thu thp c thng qua phiu iu tra gi cho khch
hng xc nh tnh logic, tng quan ca cc nhn t vi nhau v t a ra kt lun
c th v s hi lng ca khch hng khi s dng dch v th ATM ca Techcombank.
Quy trnh:
Xc nh s lng mu cn thit cho nghin cu
Gi phiu iu tra cho khch hng
Lin h vi khch hng theo di kt qu tr li
Thu nhn phn hi t pha khch hng
X l d liu thng qua vic s dng phn mm SPSS 21

32

2.3.2.1 Mu nghin cu
Kch thc mu ph thuc thuc vo phng php phn tch, nghin cu ny c
s dng phn tch nhn t khm ph (EFA). Theo Gorsuch (1983), phn tch nhn t c
mu t nht 200 quan st, Hachter (1994) cho rng kch c mu cn t nht gp 5 ln
bin quan st.
Nhng quy tc kinh nghim khc trong xc nh kch c mu cho phn tch
nhn t thng t nht phi bng 4 hay 5 ln s bin (Trch t trang 263 theo Hong
Trng v Chu Nguyn Mng Ngc Phn tch d liu nghin cu SPSS, XNB Thng
k 2005). Ngoi ra, theo Tabachnick & Fidell (1991) phn tch hi quy t kt qu
tt nht th kch c mu phi tha mn cng thc: n 8k + 50 = 8 x 28 + 50 = 274
Trong :

n l s mu
k l s bin c lp ca m hnh

Ngoi ra, theo quy tc kinh nghim ca Nguyn nh Th (2011) th s quan

st ln hn (t nht) 5 ln s bin, tt nht gp 10 ln. Nh vy, vi 28 bin quan st,
nghin cu cn kho st t nht 280 mu t kch thc mu cn cho phn tch EFA.
Phng php thu thp d liu bng bng cu hi, pht phiu kho st trc tip n
khch hng v thu li ngay sau khi tr li. ng thi, nghin cu cng tin hnh kho
st qua mng (gi qua mail).
Cch thc chn mu: m bo tin cy ca tp d liu th tiu ch khi la
chn cng ty kho st l cng ty s dng dch v tr lng qua Techcombank Ni
Bi t 1 nm tr ln v thng xuyn pht sinh cc giao dch thanh ton ha n dch
v qua ti khon.
S lng bng cu hi pht ra l 436 phiu, mi cu hi c o lng da trn
thang o Likert gm 5 im. C tt c 436 bng cu hi c gi cho khch hng
thng qua hnh thc trc tip ti quy giao dch v im ATM Techcombank Chi
nhnh Ni Bi, thng qua cc phng Dch v khch hng, phng Quan h khch hng.
Phiu iu tra cng c gi qua Email v pht trc tip n khch hng l nhn vin
cng ty Tamron Optical, cng ty Fukoku Vit Nam (KCN Ni Bi, Sc Sn, H Ni).,
33

cng ty TNHH Thng mi v Dch v ng Tm, cng ty c phn sn xut v

thng mi Phng Khnh. Qu trnh thu thp thng tin c thc hin t 05/06/2015
n 05/07/2015.
Kt qu: Sau qu trnh thu thp thng tin, c tt c 378 phiu c thu nhn vi
t l phn hi l 87%, sau khi sng lc cc bng hi khng ph hp, c 369 phiu
iu tra hp l. Cc thng tin trong phiu iu tra khch hng s c nhp liu vo
phn mm. Sau tin hnh phn tch d liu kho st kt lun cc gi thuyt v m
hnh nghin cu. Kt qu cui cng t SPSS 21 s c phn tch, gii thch v trnh
by thnh bn bo co nghin cu.
2.3.2.2 Phng php phn tch d liu
Vi tp d liu thu v t cuc kho st, sau khi tin hnh kim tra v lm sch
d liu. Mt s phng php c s dng trong nghin cu nh sau:
Phng php thng k m t:
Tp d liu sau khi c m ha v hiu chnh s c a vo m t cc thuc
tnh ca nhm mu kho st nh: gii tnh, tui, trnh hc vn, thi gian s dng
th... S liu s c nhp vo phn mm SPSS v thng k m t mu nghin cu
bng phn mm .
Kim nh Cronbachs Alpha
L kim nh cho php nh gi mc tin cy ca vic thit lp mt bin tng
hp trn c s nhiu bin n.
Cng thc ca h s Cronbachs alpha l:
= Np/ [1 + p(N 1)]
Trong p l h s tng quan trung bnh gia cc mc hi. K t Hy Lp p
trong cng thc tng trng cho tng quan trung bnh gia tt c cc cp mc hi
c kim tra.
Cc bin quan st cng o lng mt bin tim n phi c tng quan vi nhau,
v vy phng php nh gi tnh nht qun ni ti s dng h s Cronbachs alpha
th hin tnh ng tin cy ca thang o. Theo Nguyn nh Th (2011) cho rng mt

34

thang o c tin cy tt khi h s Cronbachs alpha bin thin trong khong t 0,7
n 0,8. Tuy nhin, nu Cronbachs alpha 0,6 l thang o c th chp nhn c v
mt tin cy, nhng khng c ln hn 0,95 v b vi phm trng lp trong o lng.
Nhng bin c h s tng quan bin tng hiu chnh nh hn 0.3 s b loi.
V vy, i vi nghin cu ny th Cronbachs Alpha t 0.6 tr ln l chp nhn
c. Tnh ton Cronbachs alpha gip ngi phn tch loi b cc bin khng ph hp
v hn ch cc bin rc trong qu trnh nghin cu.
Vi d liu thu thp c t bng cu hi, tin hnh phn tch Cronbachs
Alpha trong SPSS, chng ta vo menu Analyze/ Scale/ Reliability Analysis. Sau a
cc bin cn phn tch Cronbachs Alpha vo hp thoi Items; s liu phn tch
Cronbachs Alpha s hin ra trong ca s Output.
Phng php phn tch nhn t khm ph (EFA):
c s dng kim nh s hi t ca cc bin thnh phn v khi nim. Cc
bin c h s tng quan n gia bin v cc nhn t (factor loading) nh hn 0.5 s
b loi. Phng php trch nhn t c s dng l Principal Axis Factoring c s
dng km vi php quay khng vung gc Varimax. im dng trch khi cc yu t c
Initial Eigenvalues > 1.
Phn tch nhn t khm ph (EFA) l k thut ch yu thu nh v tm tt d
liu. Phn tch nhn t khm ph pht huy tnh hu ch trong vic xc nh cc tp bin
cn thit cho vn nghin cu cng nh rt cn thit trong vic tm mi quan h gia
cc bin vi nhau.
Mc thch hp ca tng quan ni ti gia cc bin quan st trong cc khi nim
nghin cu c th hin bng h s KaiserMyer Olkin (KMO) o lng s thch
hp ca mu v mc ngha ng k ca kim nh Barlett. KMO c gi tr thch hp
trong khong [0,5;1].
S rt trch cc nhn t i din bng cc bin quan st c thc hin bng phn
tch nhn t chnh vi php quay (Varimax). Cc thnh phn vi gi tr Eigenvalue ln
hn 1 (Gerbing v Anderson, 1998) v tng phng sai trch bng hoc ln hn 50%
c xem nh nhng nhn t i din cc bin.

35

Cui cng, phn tch nhn t c ngha, tt c cc h s ti nhn t (factor

loading) phi ln hn h s quy c 0.5 cc khi nim nghin cu t gi tr hi t
(Hair & ctg, 2006). Bn cnh , khc bit h s ti nhn t ca mt bin quan st gia
cc nhn t phi ln hn hoc bng 0.3 to gi tr phn bit gia cc nhn t
(Jabnoun v AlTamimi, 2003). K thut phn tch nhn t (factor analysis) c s
dng trong nghin cu ny nhm rt gn v gom cc yu t thuc tnh li thnh mt
nhn t c ngha hn, t hn v s lng.
Chng ta c th chn cc quyn s hay trng s nhn t sao cho nhn t th nht
gii thch c phn bin thin nhiu nht trong ton b bin thin. Sau ta chn tp
hp cc quyn s th hai sao cho nhn t th hai gii thch c phn ln bin thin
cn li, v khng c tng quan vi nhn t th nht.
Trong SPSS, vi d liu nhp, chng ta vo Menu Analyze/ Demension
Reduction/ Factor. i vi cc bin c lp, chng ta a vo hp thoi Variables v
chn kim nh KMO, ri chn php xoay Varimax rt trch v nhm cc nhn t.
Kim nh cc gi thuyt ca m hnh
Phn tch tng quan h s Pearson: Cc phn tch thng s dng mt s thng
k c tn l h s tng quan Pearson (Pearson Correlation Coefficient) lng ha
mc cht ch ca mi lin h tuyn tnh gia hai bin nh lng. Gi tr h s
tng quan Pearson bng 0 ch ra rng hai bin khng c mi lin h tuyn tnh, ngc
li nu gi tr cng tin gn n 1 khi hai bin c mi tng quan tuyn tnh cht ch.
Nu gia hai bin c s tng quan tuyn tnh cht ch th phi lu vn a cng
tuyn khi phn tch hi quy.
Trong SPSS, phn tch tng quan, chng ta vo Menu Analyze/ Correlate/
Bivariate. i vi phn tch tng quan, chng ta cn tnh nhn t i din ca bin
c lp v bin ph thuc trc sau mi a cc nhn t i din vo hp thoi
Variables.
Phn tch hi quy : Phn tch hi quy s xc nh mi quan h gia bin ph thuc
(S hi lng ca khch hng v cht lng dch v) v cc bin c lp (s hu hnh,
s cm thng, hiu qu phc v, s tin cy). M hnh phn tch hi quy s m t hnh

36

thc ca mi lin h v qua gip d on c mc ca bin ph thuc khi bit

trc gi tr ca bin c lp. Phng php phn tch c chn la l phng php
Enter.
Khi cc nhn t phn tch u tha mn cc kim nh trn th chng ta s i xc
nh h s hi quy ca m hnh bng phn mm SPSS. Chng ta vo Menu Analyze/
Regession/ Linear. Sau tin hnh a bin ph thuc vo hp thoi Dependent, cn
cc bin c lp a vo hp thoi Independent. Trong hp thoi Mathod chng ta
chn Enter l phng php c s dng nhiu nht.
2.4 Xy dng thang o v m ha d liu
2.4.1 Thang o SERVPERF
i vi dch v th ATM qua phng vn v kho st tc gi iu chnh thang o
v nghin cu m hnh vi 5 thnh phn bao gm 28 bin: (1) S tin cy: 6 bin, (2) S
cm thng: 5 bin, (3) Phng tin hu hnh: 7 bin, (4): Hiu qu phc v: 6 bin, (5):
S m bo: 4 bin.
Cc tp bin quan st c th c o lng trn thang o Likert 5 im c
dng sp xp t nh n ln vi s cng ln l cng ng (1hon ton khng hi
lng; 2khng hi lng; 3bnh thng; 4hi lng; 5hon ton hi lng). Ngoi cc
thang o trn tc gi cn s dng cc thang o nh danh, thang o th bc nhm
sng lc i tng phng vn v thu thp cc thng tin c nhn ca i tng phng
vn nh: tui, gii tnh, mc s dng th...

Bng 2.1: Thang o cht lng dch v th ATM theo m hnh SERVPERF
Tn thnh phn

M
ha

Ni dung

SUTC1 Techcombank cung cp tin ch th ATM ng

nh cam kt
S TIN CY

SUTC2 Techcombank x l giao dch chnh xc, khng

b sai st

37

SUTC3 Ngn hng lun gii quyt tha ng khi khch

hng khiu ni, thc mc.
S TIN CY

SUTC4 Thng tin cc nhn ca khch hng c bo mt

nh ha
SUTC5 Ha n, chng t giao dch, sao k c y , r
rng, chnh xc
SUTC6 Ngn hng lun c nhn vin t vn ti bn
hng dn phc v khch hng
SUCT1 Techcombank c quan tm i vi khch hng v
cht lng dch v th
SUCT2 Nhn vin Techcombank quan tm, hiu r nhu
cu ca khch hng

S CM THNG

SUCT3 Techcombank lun c nhiu chng trnh u i

th hin s quan tm ca ngn hng i vi
khch hng
SUCT4 Techcombank coi trng li ch ca khch hng
SUCT5 Khch hng ng xp hng s dng dch v
ATM Techcombank vo cc ngy cao im
PTHH1 Mng li giao dch rng khp
PTHH2 a im t my ATM thun tin
PTHH3 C s vt cht ca Techcombank c trang b
hin i

PHNG TIN
HU HNH

PTHH4 S sang trng, lch s ti ni giao dch

PTHH5 Dch v th ATM c tch hp nhiu dch v tin
ch khc
PTHH6 Trang b Camera quan st, thit b chng trm ti
phng ATM
PTHH7 Mu m th ATM a dng, p, bt mt

38

HQPV1 H thng ATM ca Techcombank lun hot

ng tt (t xy ra hin tng nut th, my h,
my ht tin)
HQPV2 Nhn vin Techcombank nhit tnh gii quyt kp
thi phn nh khch hng qua ng dy nng
24/24
HIU QU PHC
V
HQPV3 Th tc pht hnh th n gin, nhanh gn
HQPV4 Li sut p dng cho th l ph hp
HQPV5 Cc loi ph dch v ATM (hng nm, rt tin,
chuyn tin, thanh ton) ca Techcombank p
dng hp l
HQPV6 Hn mc giao dch l hp l (s ln ti a rt
trong ngy, s tin ti a mi ln rt...)
SUB1 Th ATM ca Techcombank c danh ting c
khch hng tn nhim

S M BO

SUB2 Nhn vin Techcombank vui v, lch s, nhn

nhn, nim n vi khch hng
SUB3 Nhn vin Techcombank c kin thc chuyn
mn x l khiu hi, vng mc
SUB4 Techcombank lun cung cp thng tin cn thit
cho khch hng

2.4.2 Xy dng thang o s hi lng ca khch hng

o lng s hi lng ca khch hng s dng th ATM ca Techcombank
Ni Bi, tc gi a ra 3 tiu ch :
Tng th cht lng dch v th ATM
Gii thiu dch v th cho nhng ngi khc
Tip tc s dng dch v th ATM ca ngn hng

39

Bng 2.2 Thang o s hi lng ca khch hng

STT

M ha

Din gii
S HI LNG

HL1

Anh/ Ch hi lng vi cht lng dch v th ATM ca

Techcombank

HL2

Trong thi gian ti, anh/ Ch vn tip tc s dng dch v th

ATM ca Techcombank

HL3

Anh/ Ch s gii thiu dch v th ATM ca ngn hng cho

nhng ngi khc

KT LUN CHNG 2
Trn c s nghin cu cc m hnh cht lng dch v chng 1 th trong
chng 2 ny, tc gi a ra m hnh nghin cu ngh cho ti ca mnh. o
lng mc hi lng ca khch hng khi s dng th ATM ca ngn hng TMCP K
thng Vit Nam chi nhnh Ni Bi hin nay, tc gi vn dng m hnh
SERVPERF (Cronin v Taylor, 1992). Tc gi hiu chnh m hnh gm 5 yu t
l s tin cy, s cm thng, phng tin hu hnh, hiu qu phc v, s m bo cho
ph hp vi lnh vc ngn hng. Trong chng ny, tc gi thit k phng php
nghin cu, thng qua nghin cu s b v chnh thc tc gi xy dng c bng
cu hi kho st phc v cho mc tiu nghin cu. Bng cu hi c xy dng theo
m hnh SERVPERF gm 5 thnh phn vi 28 bin quan st. Cc bin quan st
c m ha cp nht vo phn mm SPSS phc v cho cng tc phn tch d liu.

40

CHNG 3: KT QU NH GI S HI LNG CA KHCH HNG

S DNG DCH V TH ATM TI NGN HNG TMCP K THNG
VIT NAM CHI NHNH NI BI

3.1 Tng quan v dch v th ATM ca Ngn hng TMCP K Thng Vit Nam
Chi nhnh Ni Bi
3.1.1 Gii thiu v Techcombank Chi nhnh Ni Bi
Ngn hng Thng mi c phn K Thng Vit Nam, thng c bit n
vi tn gi Techcombank hin l mt trong nhng ngn hng thng mi c phn ln
nht Vit Nam. K t khi thnh lp nm 1993 n nay, Techcombank khng ngng
pht trin mnh m vi thnh tch kinh doanh xut sc v c nhiu ln ghi nhn l
mt t chc ti chnh uy tn vi danh hiu Ngn hng tt nht Vit Nam. Ngy nay,
cng vi s h tr ca c ng chin lc HSBC, Techcombank hin ang c mt nn
tng ti chnh n nh v vng mnh. Techcombank s hu mt mng li dch v a
dng v rng khp vi 315 chi nhnh v 1229 my ATM trn ton quc cng vi h
thng cng ngh ngn hng tin tin bc nht.
Techcombank Ni Bi, mt chi nhnh ca Ngn hng thng mi c phn k
thng c tr s ti tng 1, cng ty dch v hng ha hng khng, sn bay quc t Ni
Bi, Sc Sn, H Ni l mt chi nhnh tng i mnh trong h thng Techcombank.
Nm 2014, Techcombank Ni Bi khai trng thm mt phng giao dch ti nh ga
hnh khch T2, sn bay Quc t Ni Bi.
Techcombank Ni Bi cung cp y cc dch v kinh doanh chin lc bao
gm: Dch v ti chnh c nhn, Dch v ngn hng cho doanh nghip va v nh,
Ngn hng bn bun v Ngn hng giao dch.
Phng kinh doanh dch v th Techcombank Ni Bi:
Hin nay, phng th c khong 32 cn b bao gm trng phng, 2 ph phng
v 29 nhn vin c t chc theo s sau:

41

Trng phng

Ph phng

Ph phng

phn

phn

phn

phn

phn

pht

thanh

tra sot

tip th

pht

hnh

ton

th

th

hnh

th tn

th

quc t

B phn

pht

phn

hnh th
ghi n
quc t

th ghi

tra sot
th ghi
n

S 3.1: S t chc phng th Techcombank Ni Bi

Chc nng nhim v ca phng th Techcombank Ni Bi
Tm kim khch hng l cc c nhn, cng ty c nhu cu s dng th tn dng, th ghi
n trong v ngoi nc gii thiu v mi h s dng th ca Techcombank.
Tip th ni t my ATM, k hp ng, t my, thu dch v bo v i vi cc
my ATM nm ngoi tr s.
Bng nhiu phng thc khc nhau, thng qua cc knh thng tin, cn b tip th tm
kim cc khch sn, nh hng, cng ty du lch, cc im bn v my bay, ca hng,
siu th... ni cung cp hng ha dch v c v tr v tim nng thun tin cho vic chi
tr bng th tn dng gii thiu v mi lm n v chp nhn th cho Techcombank.
Thc hin cc chng trnh khuyn mi, hu mi, hng dn nghip v, trang b my
mc thit b, thm hi, giao nhn ha n n chi,... phc v khch hng.
Qun l khch hng v my mc thit b, doanh s thanh ton, tnh trng hot ng...
m bo trc cp php cc ch th, cc n v chp nhn th 24/24 k c ngy l v
ch nht.

42

 Nhn gii quyt cc thng tin t ch th, cc n v chp nhn th lin quan n vic
s dng, chp nhn v thanh ton th.
Nhn cc thng bo ca trung tm th v tnh trng hot ng ca my ATM v phi
hp x l sa cha hoc khc phc s c.
3.1.2 Thc trng kinh doanh th ca ngn hng TMCP K Thng Vit Nam
Chi nhnh Ni Bi
3.1.2.1 Hot ng pht hnh th ti Techcombank
Bt u t ngy 15/12/2003, chic th F@stAccess u tin do Techcombank
pht hnh ra i. y l th ghi n ni a do Techcombank pht hnh, thc hin
thanh ton trn mng li ATM v cc im chp nhn th ca Techcombank v cc
ngn hng khc trong lin minh th.
Bn cnh , Techcombank cn thc hin lm i l thanh ton cho cc t chc
th quc t nh Visa, Master Card, Amex, JBC... Ngy 21/09/2004, Ngn hng Nh
nc H Ni ra quyt nh s 0565/NHNNHAN7 cho php Techcombank c pht
hnh th ni a v th quc t mang thng hiu Master Card. T ngy 27/05/2005,
Techcombank chnh thc tr thnh thnh vin pht hnh ca t chc th quc t Visa.
Cc sn phm th ca Techcombank
Th tn dng quc t
Hin nay, Techcombank pht hnh 3 loi th tn dng quc t:
Th tn dng quc t Techcombank Visa (Classic + Gold): i vi loi th ny, ch
th c khch hng cp cho mt hn mc tn dng chi tiu bng th ti hng triu
im chp nhn th, website v ATM mang logo Visa ti Vit Nam v trn ton th
gii. Khch hng khng phi tr li ti a ti 45 ngy cho cc giao dch mua sm hng
ha dch v. Khch hng c th d dng, thun tin theo di v qun l chi tiu thng
qua: sao k c gi bng nhiu hnh thc nh: email, mobile, chuyn pht bo m,
tin nhn min ph.
Th tn dng quc t Techcombank Visa Platinum: Ch th khi s dng loi th ny
s c hng nhiu chng trnh u i nh: hn mc tn dng cao nht trong cc
dng th tn dng Techcombank, c hng cc dch v bo him ton cu, u i

43

v Golf ti 06 sn hng u Vit Nam, u i v phng ch hng thng gia ti sn

bay, u i gim gi v m thc, thi trang, lm p...
Th tn dng quc t Dream Card: c Techcombank cp hn mc tn dng hon
ton tn chp rt tin v thanh ton ti hng triu ATM, website v n v chp nhn
th ti Vit Nam v trn ton th gii. Khch hng c hng nhiu u i v hn
mc rt tin cao, u i gim gi khi thanh ton ti cc n v chp nhn th c hp tc
vi Techcombank, c hng nhiu chng trnh khuyn mi hp dn khi mua sm.
Ngoi ra, khch hng cn c th d dng theo di v qun l chi tiu thng qua pht
hnh th ph.
Th tn dng quc t ng thng hiu
Th tn dng quc t Vietnam Airline Techcombank Visa (Classic + Gold): Vi cc
tin ch ging vi th Th tn dng quc t Techcombank Visa (Classic + Gold), ngoi
ra khch hng cn c hng cng dm thng Bng Sen Vng tn hng cc u
i t Vietnam Airlines (i im ly v my bay min ph...)
Th tn dng quc t Vietnam Airlines Techcombank Visa Platinum: Khch hng s
c cp th hi vin hng Titan ca chng trnh Bng Sen Vng ca Vietnam
Airlines. Khch hng cng c th c hng nhiu u nh: lm th tc bay ti
quy hng thng gia, u tin ln my bay, hnh l qu cn, u tin xp ch...
Th tn dng VIP Vingroup Platinum: y l loi th m Techcombank lin kt vi
tp on Vingroup khch hng c th nhn c nhiu u i gim gi, cc dch v
chm sc ti h thng ca tp on Vingroup. Khi s dng th ny, khch hng c
cp hn mc tn dng cao, min ph pht hnh v ph thng nin nm u, c s
dng dch v thay th th v ng tin mt trn phm vi ton cu, c h tr mi lc
mi ni vi s hotline ring ca Techcombank.
Th thanh ton
Th thanh ton quc t Techcombank Visa (Classic + Gold): Th ny gip ngi s
dng c th mua sm ti nc ngoi bng bt k loi tin no trn th gii. D dng
theo di vic chi tiu ca ngi thn thng qua vic pht hnh th ph. Ngi s dng
c hng li sut trn s d ca ti khon, c nhn thng tin min ph t ngn

44

hng, c th theo di bin ng ti khon mi lc mi ni. Ngoi ra, ch th cn c

hng nhiu chng trnh u i khi giao dch bng th ca Techcombank.
Th thanh ton ni a Techcombank F@st Access: Thun tin khi giao dch ti hng
nghn ATM rng khp trn ton quc ca cc ngn hng trong cc lin minh:
Smartlink, banknet, VNBC. Ch th c th thanh ton online v my bay, theo di bin
ng ti khon mi lc mi ni, thanh ton mua hng ha dch v ti h thng kinh
doanh chp nhn th ni a, c th giao dch ngoi t. Ngoi ra, khch hng cng c
hng nhiu u i khc.
Th thanh ton quc t ng thng hiu
Th thanh ton quc t Vietnam Airline Techcombank Visa (Classic + Gold)
Th thanh ton quc t Vietnam Airlines Techcombank Visa Platinum
Th thanh ton Vincom Loyalty: y l th khch hng thn thit, tch im khi mua
sm ti TTTM Vincom Mega Mall Royal City tch hp tnh nng thanh ton quc t.
Khch hng c th s dng th thanh ton quc t ti hng triu im chp nhn th ti
Vit Nam v trn Th gii, hng li trn s d ti khon. Ngoi ra, ch th cn c
hng nhiu chng trnh u i nh dch v ngn hng trc tuyn, min ph m th...
Th thanh ton quc t VIP Vingroup Platinum
3.1.2.2 Hn mc s dng th
Bng 3.1: Hn mc s dng th

Hng Chun

Hng Vng

Tng hn mc s dng ti a Bng hn mc tn dng Bng hn mc tn dng

1 ngy

c cp

c cp

Hn mc thanh ton ti a ti Bng hn mc tn dng Bng hn mc tn dng

n v chp nhn th 1 ngy

c cp

Hn mc thanh ton qua 20 000 000 VN

Internet ti a 1 ngy

45

c cp
40 000 000 VN

Hn mc thanh ton ti a T 10 000 000 VN/giao T

10

000

cho 1 giao dch qua Internet dch tr xung

VN/giao

dch

khng cn nhp CCV2

xung

Tng hn mc rt tin mt ti 7 500 000 VN

15 000 000 VN

000
tr

a 1 ngy
Tng hn mc rt tin mt ti 50% hn mc tn dng, 50% hn mc tn dng,
a trong 1 chu k tn dng

ti a 20 000 000 VN

ti a 40 000 000 VN

PRIORITY (QUYN U TIN)

Tng hn mc rt tin mt ti

30 000 000 VN

a 1 ngy
Tng hn mc rt tin mt ti

50 000 000 VN

a 1 ngy
Hn mc thanh ton qua

50 000 000 VN

Internet ti a 1 ngy
MOTO/ hn mc giao dch

40 000 000 VN

nhp tay/ ngy

3.1.2.3 S lng th pht hnh qua cc nm ca Techcombank Ni Bi

Hin nay, trong ton h thng Techcombank c hn 300 chi nhnh, trong
Techcombank Ni Bi c nh gi l mt chi nhnh hot ng kh hiu qu. Nhn
vin b phn tn dng v phng th vi nhiu nm kinh nghim cng vi s nhit tnh
nng s lng th ATM pht hnh qua 5 nm gn y tng trng mt cch ng
u v u t ch tiu m Hi s chnh giao cho chi nhnh.

46

Bng 3.2: S lng th pht hnh qua cc nm ca Techcombank Ni Bi

Nm
Loi th

2010

Th tn dng quc t (th)

204

2011

2012

349

384

2013

455

2014

607

(Th F@st Access Visa Credit)

Tng trng (%)

71%

Th thanh ton ni i (th)

861

10% 18.5% 33.4%

823

997

965

1 009

4.4%

21%

3.2%

4.6%

1 112

1 395

1 373

1 482

0.6% 25.4%

1.6%

7.9%

2 284

2 793

3 098

(Th F@st Access)

Tng trng (%)
Th ghi n quc t (th)

1 105

(Th F@st Access Visa Debit)

Tng trng (%)
Tng s th (th)

2 170

2 776

(Ngun: Tng hp ca Phng th Techcombank Ni Bi)

Qua bng trn, ta thy s lng pht hnh th thanh ton ni a c s bin
ng khng ng k qua cc nm gn y, nm 2011 gim 4.4% so vi nm 2010; nm
2013 gim 3.2% so vi nm 2012. S lng th tuy c gim nhng khng ng k c
th do B phn pht hnh th ca Techcombank chi nhnh Ni Bi cha quan tm n
vic tip th th dn n s lng th gim nh trong nm 2011.
i vi th Tn dng quc t, t nm 2010 n 2014 u tng trng mnh ,
nm 2011 tng trng vt bc so vi cc nm khc, nm 2011 t 71% so vi nm
2010.
Th ghi n quc t l loi th chim t l cao nht trong cc loi th pht hnh
ca Techcombank. S lng th ny u tng trng qua cc nm, ring nm 2013 c
gim nh (1.6%) so vi 2012.
Tuy vy th tng s th m Techcombank Ni Bi pht hnh qua 5 nm gn
y u tng trng ng u. iu ny chng t B phn pht hnh th lm vic
tch cc, c chnh sch Marketing tng i tt dn n khch hng tn nhim vo th

47

Techcombank kh nhiu. thy r hn s tng trng ca s lng th pht hnh

chng ta c th nhn vo biu sau:
Hnh 3.1: Tng trng th ca Techcombank Ni Bi

(Ngun: Tng hp s liu t phng th Techcombank Ni Bi)

3.1.2.4 Doanh s thanh ton th
C tr s ti cng hng khng quc t Ni Bi, ni giao thng ca rt nhiu
nhm khch hng khc nhau, Doanh s thanh ton th ti Techcombank chi nhnh Ni
Bi lun ng mc n tng trong h thng Techcombank, c th nh sau:

48

Bng 3.3: Doanh s thanh ton th ti Techcombank Ni Bi

Nm
Ch tiu

2010

Doanh s thanh ton Th tn dng

80.4

2011

2012

2013

2014

158.2

163.1

177.9

201.6

96.7%

3.1%

9.1%

13.3%

2.841

5.645

8.841

11.945

6%

49%

36%

35%

145.96

200.41

215

291

31%

27%

6.8%

35%

quc t (Triu USD)

Tng trng %
Doanh s thanh ton Th thanh ton

2.681

ni i (T ng)
Tng trng %
Doanh s thanh ton Th ghi n quc

100.2

t (Triu USD)
Tng trng %

(Ngun: Tng hp Phng th Techcombank Ni Bi)

Qua bng s liu ta thy, xt v tng th th tnh n cui nm 2014, s lng
thanh ton v s dng th u tng qua cc nm cng vi s gia tng ca s lng th
c pht hnh. Doanh s thanh ton tuy khng ng u qua cc nm nhng s tng
trng ny th hin nhng u im vt tri ca th Techcombank. Khch hng
rt tin tng khi s dng th ATM ca Techcombank. V vy, trc tnh hnh cnh
tranh ngy cng gay gt hin nay, Techcombank cn c nhiu bin php v chng
trnh u i, th hin s quan tm n khch hng hn na.
3.2 Kt qu nh gi s hi lng ca khch hng s dng th ATM ca Ngn
hng TMCP K Thng Vit Nam Chi nhnh Ni Bi
3.2.1 Thng k m t mu nghin cu
Nh trnh by cc phn trn, c 369 phiu hp l c s dng lm d liu
cho cc ni dung cn phn tch tip theo. Kt qu tng hp thng tin c nhn cc khch
hng c m t nh sau:

49

 V gii tnh:
Gii tnh

Tn s (Ngi)

T l (%)

% tch ly (%)

Nam

157

42.5

42.5

212

57.5

100.0

Tng cng

369

100.0

Bng 3.4: Thng tin mu v gii tnh

Nh vy, c tng cng 157 khch hng nam chim t l 42.5% v khch hng
n l 212 ngi, chim t l 57.5 % trn tng s 369 khch hng c kho st. T kt
qu trn, cho thy c cu gii tnh ca khch hng s dng th ATM ca Techcombank
Ni Bi pht hnh l tng i chnh lch. S lng khch hng n nhiu hn 15% so
vi khch hng nam.
V tui:
tui

Tn s (Ngi)

T l (%)

% tch ly (%)

T 18 30

114

30.9

30.9

T 31 40

125

33.9

64.8

T 41 50

86

23.3

88.1

T 51 60

44

11.9

100

Tng cng

369

100.0

Bng 3.5: Thng tin mu v tui

T bng trn, chng ta thy khch hng thuc nhm tui t 18 30 v t 31
40 chim t trng nhiu nht, t l % tch ly thuc 2 nhm tui ny l 64.8 %, t trng
nhm khch hng c tui t 31 40 cao hn mt cht so vi nhm khch hng c
tui t 18 30. Cn cc nhm khch hng khc chim t trng t hn. iu ny cho
thy nhm khch hng tr l nhng i tng quan tm nhiu n dch v th ATM do
y l phng thc thanh ton mi, hin i, an ton v nhanh chng.

50

 V trnh hc vn:
Hc vn

Tn s (Ngi)

T l (%)

% tch ly (%)

Ph thng

98

26.6

26.6

Trung cp

106

28.7

55.3

Cao ng , i

138

37.4

92.7

Sau i hc

27

7.3

100

Tng cng

369

100.0

hc

Bng 3.6: Thng tin mu v trnh hc vn

Trnh hc vn ca khch hng kho st c chia lm 4 nhm, trong c
nhm khch hng c trnh cao ng, i hc chim t l nhiu nht (37.4 %).
Hai nhm khch hng c trnh ph thng v trung cp tng i bng nhau, v
nhm khch hng c trnh sau i hc c 27 ngi, chim 7.3 %.
V thi gian s dng dch v th:
Thi gian

Tn s (Ngi)

T l (%)

% tch ly (%)

Di 1 nm

31

8.4

8.4

T 1 3 nm

98

26.6

35

T 3 5 nm

156

42.2

77.2

Trn 5 nm

84

22.8

100

Tng cng

369

100.0

Bng 3.7: Thi gian khch hng s dng dch v th ATM

Nhn vo bng trn, chng ta thy thi gian khch hng s dng dch v th
ATM ca Techcombank n nay nhiu nht l nhm khch hng c thi gian s dng
t 35 nm, chim 42,2 %, nhm khch hng c thi gian s dng di 1 nm l t
nht, 2 nhm cn li chim trn 20 %. Nh vy, khch hng trung thnh vi th ATM
ca Techcombank l tng i nhiu.

51

 V mc s dng dch v th:

Mc

Tn s (Ngi)

T l (%)

% tch ly (%)

Thng xuyn

115

31.2

31.2

1 tun/ln

134

36.3

67.5

23 tun/ ln

86

23.3

90.8

1 thng/ ln

34

9.2

100

Tng cng

369

100.0

Bng 3.8: Mc dng th ATM

Nhn vo bng trn chng ta thy khch hng s dng th ATM tng i lin
tc, thng xuyn. Nhm khch hng c mc s dng th nhiu nht l 1 tun/ ln
v thng xuyn s dng th. Cn li cc nhm khch hng khch chim t l t hn.
iu ny cng cho chng ta thy c hin nay th ATM cn thit nh th no i vi
khch hng.
3.2.2 nh gi thang o SERVPERF
3.2.2.1 nh gi thang o bng h s Cronbachs Alpha
H s Cronbachs Alpha l mt php kim nh thng k v mc cht ch v
tng quan gia cc bin quan st trong thang o. iu ny lin quan n hai kha cnh
l tng quan gia bn thn cc bin v tng quan ca cc im s ca tng bin vi
im s ton b cc bin ca mi ngi tr li.
Phng php ny cho php ngi phn tch loi b nhng bin khng ph hp
v hn ch cc bin rc trong m hnh nghin cu. Theo , nhng bin c h s tng
quan bin tng ph hp (Corrected Item Total Correlation) ln hn 0.3 v c H s
Alpha ln hn 0.6 mi c xem l chp nhn c v thch hp a vo phn tch
nhng bc tip theo.
Theo kt qu kim nh Cronbachs Alpha (Reliability Analysis Scale), chng
ta c th thy c kt qu phn tch tin cy ca thang o nh sau (xem thm Ph
lc 3):

52

V thnh phn S TIN CY: gm 6 bin quan st l: SUTC1, SUTC2,

SUTC3, SUTC4, SUTC5, SUTC6. C 6 bin ny u c h s tng quan bin tng
ln hn 0.3 v c h s Cronbacks Alpha l 0.744 (ln hn 0.6) nn t yu cu v
tin cy. Cc bin ny c a vo phn tch cc nhn t tip theo.
V thnh phn S CM THNG: c 5 bin quan st: SUCT1, SUCT2,
SUCT3, SUCT4, SUCT5 u c h s tng quan bin tng ln hn 0.3 v h s
Cronbacks Alpha = 0.716 nn thang o t tiu chun.
V thnh phn PHNG TIN HU HNH: tt c 7 bin quan st PTHH1,
PTHH2, PTHH3, PTHH4, PTHH5, PTHH6, PTHH7 u c h s tng quan bin
tng ln hn 0.3 v h s Cronbacks Alpha = 0.799 nn tha mn iu kin.
V thnh phn HIU QU PHC V: c 6 bin quan st HQPV1, HQPV2,
HQPV3, HQPV4, HQPV5, HQPV6 u c h s tng quan bin tng ln hn 0.3.
Thang o t chun vi h s Cronbacks Alpha = 0.796.
V thnh phn S M BO: c 4 bin quan st SUB1, SUB2, SUB3,
SUB4 u c h s tng quan bin tng ln hn 0.3. H s Cronbacks Alpha =
0.672 nn tha mn iu kin.
V yu t S HI LNG ca khch hng: c 3 bin HL1, HL2, HL3 u c
h s tng quan bin tng ln hn 0.3 v h s Cronbacks Alpha = 0.849 l rt tt.
Nh vy, c 28 bin quan st ca thang o u t yu cu v s c a vo
phn tch nhn t tip theo.
Bng 3.9: Kt qu phn tch h s Cronbachs Alpha cc thnh phn ca thang o
Bin quan

Trung bnh

Phng sai

H s tng

H s Cronbachs

st

thang o nu

thang o nu

quan bin

Alpha nu loi

loi bin

loi bin

tng ph hp

bin

S TIN CY: H s Cronbachs Alpha = 0.744

SUTC1

20.585

8.401

.473

.710

SUTC2

20.569

8.534

.509

.700

SUTC3

20.444

8.568

.498

.703

SUTC4

20.553

8.422

.544

.690

53

SUTC5

20.577

8.359

.441

.720

SUTC6

20.442

8.894

.430

.721

S CM THNG: H s Cronbachs Alpha = 0.716

SUCT1

16.347

5.950

.340

.722

SUCT2

16.382

5.992

.314

.734

SUCT3

16.214

5.218

.627

.609

SUCT4

16.271

5.182

.524

.647

SUCT5

16.119

5.410

.621

.616

PHNG TIN HU HNH: H s Cronbachs Alpha = 0.799

PTHH1

24.691

13.317

.396

.796

PTHH2

24.751

13.182

.405

.795

PTHH3

24.740

11.253

.667

.745

PTHH4

24.583

13.010

.504

.778

PTHH5

24.764

12.898

.450

.787

PTHH6

24.623

12.100

.616

.757

PTHH7

24.726

11.194

.672

.743

HIU QU PHC V: H s Cronbachs Alpha = 0.796

HQPV1

20.916

7.463

.645

.741

HQPV2

20.986

7.372

.575

.760

HQPV3

20.916

7.599

.632

.745

HQPV4

20.862

8.261

.459

.786

HQPV5

20.775

8.528

.486

.779

HQPV6

20.775

8.457

.514

.773

S M BO: H s Cronbachs Alpha = 0.672

SUB1

12.637

2.862

.459

.603

SUB2

12.593

2.780

.456

.604

SUB3

12.791

2.666

.442

.614

SUB4

12.694

2.746

.458

.602

54

S HI LNG: H s Cronbachs Alpha = 0.849

HL1

8.341

2.160

.778

.743

HL2

8.466

2.163

.815

.717

HL3

8.629

1.837

.620

.929

3.2.2.2 Phn tch nhn t khm ph (EFA Exploratory Factor Analysis)

Phn tch nhn t l mt k thut phn tch nhm thu nh v tm tt cc d liu,
rt c ch cho vic xc nh cc tp hp nhm bin cn thit cho vn nghin cu.
Quan h gia cc nhm bin c lin h qua li ln nhau c xem xt di dng mt
s cc nhn t c bn. Mi mt bin quan st s c tnh mt t s, c gi l h s
ti nhn t (Factor loading). H s ny cho ngi nghin cu bit mi bin o lng s
thuc v nhn t no.
Khi phn tch nhn t, yu cu cn thit l:
H s KMO (KaiserMeyerOlkin) phi t gi tr t 0,5 tr ln (0,5<KMO<1) th
hin phn tch nhn t l ph hp, cn nu ngc li th phn tch nhn t c kh nng
khng thch hp vi d liu;
Kim nh Bartlett (Bartletts test) c ngha thng k, chng t cc bin quan st
c tng quan vi nhau trong tng th;
H s ti nhn t phi c gi tr ln hn 0,5, nu bin quan st no c h s ti
nhn t t 0,5 tr xung s b loi;
Tng phng sai trch (Total Varicance Explained) phi t gi tr t 50% tr ln;
D liu thu thp s c thc hin phn tch nhn t vi phng php trch s
dng (Extraction method) l Principal Components, php xoay (Rotation) l Varimax.
Qu trnh phn tch nhn t c thc hin nh sau:
Phn tch cc nhn t tc ng n s hi lng ca khch hng khi s
dng th ATM :
Tp hp tt c 28 bin quan st qua kim nh v tin cy a vo phn
tch nhn t ln u (ph lc 4).
Kt qu:
KMO = 0.838 l ph hp

55

 Sig. (Bartletts Test) = 0,000 (Sig. < 0,05) chng t cc bin quan st c tng quan
vi nhau xt trn phm vi tng th.
Tng phng sai dng gii thch s bin thin ca cc nhn t l 88.44% (> 50%)
nn tha mn iu kin ca phn tch nhn t.
Sau khi s dng php xoay Rotation, 28 bin quan st c gom thnh 5 nhn t.
Bng 3.10: Kt qu phn tch nhn t ca thang o cht lng dch v
Ma trn nhn t xoay
Thnh phn

Bin quan st
PTHH1 Mng li giao dch rng khp

1
.926

PTHH2 a im t my ATM thun tin

.895

PTHH5 Dch v ATM c tch hp nhiu dch v tin .883

ch khc
PTHH3 C s vt cht ca Techcombank c trang .883
b hin i
PTHH4 S sang trng, lch s ti ni giao dch
.849
PTHH7 Mu m th ATM a dng, p, bt mt

.801

PTHH6 Trang b Camera quan st, thit b chng .801

trm ti phng ATM
HQPV1 H thng ATM ca Techcombank lun hot
.979
ng tt (t xy ra hin tng nut th, my
h, my ht tin,)
HQPV3 Th tc pht hnh th n gin, nhanh gn
.968
HQPV4 Li sut p dng cho th l ph hp

.966

HQPV2 Nhn vin Techcombank nhit tnh gii quyt

kp thi phn nh khch hng qua ng dy
nng 24/24
HQPV5 Cc loi ph dch v ATM (hng nm, rt tin,
chuyn tin, thanh ton) ca Techcombank
p dng hp l

.964

56

.958

HQPV6 Hn mc giao dch l hp l (s ln ti a rt

trong ngy, s tin ti a mi ln rt...)
SUTC1 Techcombank cung cp tin ch th ATM
ng nh cam kt
SUTC4 Thng tin c nhn ca khch hng c bo mt
nh ha
SUTC5 Ha n, chng t giao dch, sao k c y ,
r rng, chnh xc
SUTC6 Ngn hng lun c nhn vin t vn ti bn
hng dn phc v khch hng
SUTC2 Techcombank x l giao dch chnh xc,
khng b sai st
SUTC3 Ngn hng lun gii quyt tha ng khi
khch hng khiu ni, thc mc.
SUCT5 Khch hng ng xp hng s dng dch v
ATM Techcombank vo cc ngy cao im

.934
.968
.955
.952
.948
.947
.939
.903

SUCT2 Nhn vin Techcombank quan tm, hiu r

nhu cu ca khch hng
SUCT4 Techcombank coi trng li ch ca khch hng

.891

SUCT1 Techcombank c quan tm i vi khch hng

v cht lng dch v th
SUCT3 Techcombank lun c nhiu chng trnh u
i th hin s quan tm ca ngn hng i vi
khch hng
SUB4 Techcombank lun cung cp thng tin cn
thit cho khch hng
SUB3 Nhn vin Techcombank c kin thc
chuyn mn x l khiu hi, vng mc
SUB2 Nhn vin Techcombank vui v, lch s, nhn
nhn, nim n vi khch hng
SUB1 Th ATM ca Techcombank c danh ting
c khch hng tn nhim

.881

Phng php rt trch: Phn tch nhn t gc

Phng php xoay: Varimax

57

.888

.874

.910
.909
.710
.701

- Phn tch cc nhn t tc ng n s tha mn ca khch hng

Thang o s tha mn ca khch hng gm 3 bin quan st HL1, HL2 HL3.
Cc bin ny s c a vo phn tch nhn t kim tra mc hi t.
Kim nh KMO t c gi tr l 0.670 vi sig = 0, ng tin cy; tng phng
sai dng gii thch nhn t > 50% (79,528%), h s ti ca tng nhn t > 0.5, tha
mn iu kin ca phn tch nhn t. (Xem thm Ph lc 5)
Bng 3.11: Kt qu phn tch nhn t ca thang o s tha mn ca khch hng
Bin quan st
HL1
HL2
HL3

Anh/ch hi lng vi cht lng dch v th ATM

ca Techcombank
Trong thi gian ti, anh/ch vn s tip tc s dng
dch v th ATM ca Techcombank
Anh/ch s gii thiu dch v th ATM ca
Techcombank cho nhng ngi khc

Nhn t
1
.925
.939
.806

3.2.3 Kim nh m hnh nghin cu

3.2.3.1 Phn tch tng quan h s Pearson
Cc phn tch thng s dng mt s thng k c tn l h s tng quan
Pearson (Pearson Correlation Coefficient) lng ha mc cht ch ca mi lin
h tuyn tnh gia hai bin nh lng. Gi tr h s tng quan Pearson bng 0 ch ra
rng hai bin khng c mi lin h tuyn tnh, ngc li nu gi tr cng tin gn n 1
khi hai bin c mi tng quan tuyn tnh cht ch. Nu gia hai bin c s tng
quan tuyn tnh cht ch th phi lu vn a cng tuyn khi phn tch hi quy.
Trong SPSS, hin tng a cng tuyn c chun on bng la chn Collinearity
Diagnostic trong hp thoi Linear Regression: Statistics.

58

Bng 3.12: Ma trn tng quan gia cc bin

FSUTC FPTHH FSUCT

F
SUTC

H s tng quan

Mc ngha (2 chiu)
N
F
H s tng quan
PTHH Mc ngha (2 chiu)
N
F
H s tng quan
SUCT Mc ngha (2 chiu)
N
F
H s tng quan
SUB Mc ngha (2 chiu)
N
F
H s tng quan
HQPV Mc ngha (2 chiu)
N
FHL
H s tng quan

1
369
.066
.208
369
.113
.030
369
.045
.388
369
.079
.132
369
.448**

.066

.113

.045

.208
369
1

.030
369
.479**
.000
369
1

.388
369
.349**
.000
369
.270**
.000
369
1

369
.479**
.000
369
.349**
.000
369
.110
.035
369
.421**

Mc ngha (2 chiu)
.000
N
369
**. Tng quan c mc ngha 0.01 (2 chiu)

F
SUB

.000
369

369
.270**
.000
369
.078
.137
369
.388**
.000
369

369
.027
.606
369
.389**
.000
369

F
HQPV

FHL

.079 .448**
.132
369
.110
.035
369
.078
.137
369
.027
.606
369
1

.000
369
.421**
.000
369
.388**
.000
369
.389**
.000
369
.578**
.001
369
369
**
.578
1
.001
369

369

Xem xt ma trn tng quan bng 3.12, ta thy c tng quan cht gia bin
ph thuc HL vi cc bin c lp SUTC, PTHH, SUCT, HQPV trong m hnh. H s
tng quan gia bin HL vi cc bin khc u ln hn 0.3. Ta thy nhn t HIU
QU PHC V c tng quan mnh nht vi nhn t HI LNG (0.578). Nhn t
S TIN CY V PHNG TIN HU HNH cng c tng quan mnh vi nhn
t HI LNG (0.448 v 0.421). Hai nhn cn li l S M BO v S CM
THNG cng c tng quan cht vi bin ph thuc HI LNG (0.388 v 0.389).
Kt qu cng cho thy gia cc bin c lp vi nhau c tng quan rt yu, tt
c u c h s Pearson < 0.3; tr cp SUB PTHH (0.349) v SUCT PTHH

59

(0.479). Nh vy, cc bin u tha mn iu kin a vo phn tch hi quy v tnh

a cng tuyn ca nhn t: SUB PTHH; SUCT PTHH cn c ch n.
3.2.3.2 Phn tch hi quy
Phn tch hi quy bi khng phi ch l m t cc d liu quan st c. T kt
qu trong mu, ta s xc nh mi quan h nhn qu gia bin ph thuc HL (s hi
lng) v cc bin c lp. M hnh phn tch hi quy s m t hnh thc ca mi lin
h v qua gip ta d on c mc ca bin ph thuc khi bit trc gi tr ca
bin c lp. xy dng m hnh hi quy, ta chn phng php Enter vi cc kt qu
phn tch nh sau:
Phn tch hi quy cho kt qu R square = 0.776, cho thy m hnh hi quy tuyn
tnh bi ph hp vi tp d liu v c th s dng c. Trong tnh hung ny, R2 iu
chnh = 0.772 cho thy s tng thch ca m hnh vi bin quan st l rt ln vi
khong 77.2% bin thin ca bin ph thuc HL c th c gii thch bi 5 bin c
lp trong m hnh.
Bng 3.13: Kt qu phn tch hi quy

M hnh
1
(H s)

H s hi quy
lch
B
chun
.120
.319

H s
H s hi
quy
chun ha
Beta

Chun on a
cng tuyn
Mc
Gi tr ngha Tolerance
.375
.708

VIF

FSUTC

.217

.050

.292

4.328

.000

.982

1.018

FHQPV

.472

.057

.549

4.774

.000

.712

1.405

FPTHH

.284

.047

.398

3.909

.000

.752

1.331

FSUB

.134

.045

.143

3.013

.003

.861

1.161

FSUCT

.159

.051

.140

3.151

.002

.980

1.020

a. Bin ph thuc: FHL

Kim nh F s dng trong phn tch phng sai l mt php kim nh gi

thuyt v ph hp ca m hnh hi quy tuyn tnh tng th. Kim nh F xem xt
mi lin h tuyn tnh gia bin ph thuc vi ton b tp hp ca cc bin c lp.
60

Trong trng hp ny, gi tr thng k F c tnh t gi tr R2 ca m hnh y , gi

tr Sig rt nh cho thy m hnh hi quy tuyn tnh bi s dng ph hp vi tp d liu.
Bn cnh , kt qu Collinearity Statistics chun on hin tng a cng tuyn vi
h s phng i phng sai VIF (Variance Inflation Factor) ca cc bin c lp trong
m hnh u rt nh, c gi tr t 1.018 n 1.405, th hin tnh a cng tuyn ca cc
bin c lp l khng ng k v cc bin c lp trong m hnh c chp nhn (khi
gi tr VIF vt qu 10 l du hiu ca hin tng a cng tuyn).
Mt khc, h s Durbin Watson dng kim nh tng quan ca cc sai s
k nhau (hay cn gi l tng quan chui bc nht, c gi tr bin thin trong khong t
0 n 4: nu cc phn sai s khng c tng quan chui bc nht vi nhau th gi tr s
gn bng 2; nu gi tr cng nh, gn v 0 th cc phn sai s c tng quan thun; nu
cng ln, gn v 4 c ngha l cc phn sai s c tng quan nghch) cho thy ph hp
khi s dng m hnh hi quy tuyn tnh bi v gi tr h s ln hn 1 v nh hn 2
(1.350, Ph lc 7)v chp nhn gi thuyt khng c s tng quan chui bc nht trong
m hnh.
Nh vy, m hnh hi quy tuyn tnh bi tha mn cc iu kin nh gi v
kim nh ph hp cho vic rt ra cc kt qu nghin cu.
Gii thch phng trnh:
Sau khi phn tch hi quy, kt qu cho thy mi quan h gia bin ph thuc (s
hi lng ca khch hng) v cc bin c lp (s tin cy, s cm thng, phng tin
hu hnh, hiu qu phc v, s m bo) c th hin trong phng trnh sau:
HL = 0.549HQPV + 0.398PTHH + 0.292SUTC + 0.143SUB + 0.140SUCT
Trong :
HL

: S HI LNG

HQPV

: HIU QU PHC V

PTHH

: PHNG TIN HU HNH

SUTC

: S TIN CY

SUB

: S M BO

SUCT

: S CM THNG

61

Theo phng trnh hi quy, S HI LNG c mi quan h tuyn tnh vi cc

nhn t HIU QU PHC V (H s Beta chun ha l 0.549), PHNG TIN
HU HNH (H s Beta chun ha l 0.398), S TIN CY (H s Beta chun ha l
0.292) S M BO (H s Beta chun ha l 0.143), S CM THNG (H s
Beta chun ha l 0.140).
3.2.3.3 Phn tch phng sai ANOVA (Analysis of Variance)
nhng phn trc, nghin cu kim nh cc nhn t tc ng n s hi
lng ca khch hng khi s dng th ATM cng nh o lng cht lng dch v th
ATM ti Chi nhnh Techcombank Ni Bi, H Ni. Trong phn ny, phn tch phng
sai (ANOVA) s c tin hnh nhm xem xt mi quan h gia thi gian s dng
dch v th ATM c tc ng nh th no i vi nh gi s hi lng ca khch hng
khi s dng th ATM ti Techcombank Ni Bi.
Gi thuyt 1: Khng c s khc bit khi nh gi s hi lng gia cc nhm
khch hng c thi gian s dng dch v th ATM khc nhau.
Kt qu phn tch ANOVA cho thy: Bc b gii thuyt 1:
Kt qu ca kim nh Levene (Test of Homogeneity of Variances) cho thy
Sig. = 0.152 (>0.5) nn c th chp nhn gi thuyt cho rng phng sai ca s hi
lng ca khch hng l bng nhau gia cc nhm khch hng c thi gian s dng th
ATM khc nhau tin cy 95%.
Bng 3.14: Phn tch ANOVA (Gi thuyt 1)
Test of Homogeneity of Variances
F-HL
Levene Statistic
10.053

df1

df2
4

Sig.
365

.152

ANOVA
F-HL
Sum of Squares
Between Groups

df

Mean Square

10.064

3.355

Within Groups

165.568

365

.454

Total

175.632

369

62

Sig.
7.395

.000

Lc ny, kt qu bng ANOVA s c s dng: Sig. = 0.000 (< 0.05) v F

tng ng l 7.395. Do vy, kt lun rng bc b gi thuyt 1 tin cy 95%, c
ngha l c s khc bit v nh gi s hi lng gia cc nhm khch hng c thi gian
s dng dch v th ATM khc nhau. Hay c th ni cch khc l Thi gian s dng
dch v th ATM khc nhau c nh hng n nh gi s hi lng ca khch
hng.
Hnh 3.2: Tc ng gia thi gian s dng dch v vi nh gi s hi lng ca
khch hng

Vi thang o t 1 5 im, tng ng vi: (1) Hon ton khng hi lng; (2)
Khng hi lng; (3) Bnh thng; (4) Hi lng; (5) Hon ton hi lng. Biu th
hin s tng quan gia thi gian s dng dch v th ATM vi nh gi s hi lng
cho thy khch hng giao dch di 1 nm hi lng vi cht lng dch v, trong khi
khch hng giao dch t 1 3 nm c mc hi lng thp hn. Hai nhm khch
hng c thi gian giao dch 3 5 nm v trn 5 nm c mc hi lng rt cao. C
th nhn xt i vi khch hng giao dch t 1 nm tr ln ti Techcombank l nu
thi gian s dng dch v cng nhiu th s hi lng v cht lng dch v ca khch
hng cng cao.

63

3.3 Kim nh gi thuyt v phn tch kt qu t m hnh nghin cu

3.3.1 Kim nh gi thuyt nghin cu
3.3.1.1 M hnh nh gi s hi lng ca khch hng s dng th ATM
Qu trnh phn tch v kim nh d liu cho thy thang o s hi lng ca
khch hng khi s dng dch v th ATM c cu thnh t nhng nhn t nh: Nng
lc, hiu qu phc v ca nhn vin i vi khch hng, s tin cy i vi ngn hng,
s cm thng ca khch hng, cc phng tin hu hnh ca ngn hng v c s m
bo, tin nhim m ngn hng dnh cho khch hng. Phn tip theo, tc gi s i su
phn tch nh hng ca tng nhn t tc ng n mc hi lng ca khch hng
khi s dng th ATM ti Techcombank Ni Bi.
Hnh 3.3: M hnh cc yu t tc ng n s hi lng ca khch hng

Hiu qu phc v
Phng tin hu hnh

= 0.549
= 0.398

S hi lng
ca khch

S tin cy

= 0.292

hng s
dng th

S m bo
S cm thng

=0.143

ATM

=0.140

Bng 3.16: Bng tm tt c cu thang o cht lng dch v

Thnh phn

S lng bin

Cronbachs Alpha

HIU QU PHC V

0.796

PHNG TIN HU HNH

0.799

S TIN CY

0.744

S M BO

0.672

S CM THNG

0.716

64

3.3.1.2 Kim nh gi thuyt nghin cu

Kt qu phn tch hi quy cho thy, tt c h s Beta chun ha u ln hn 0
chng t cc bin c lp u tc ng thun chiu vi S HI LNG CA KHCH
HNG. Kt qu ny khng nh cc gi thuyt nu ra trong m hnh nghin cu (H 1
H 5) c chp nhn v kim nh ph hp.
Chp nhn gi thuyt H1: S tin cy c nh hng trc tip ti s hi lng ca
khch hng, khi tin cy v dch v th ATM c khch hng nh gi tng th mc
hi lng ca khch hng s tng v ngc li.
Chp nhn gi thuyt H2: S cm thng ca khch hng nh hng trc tip
ti s hi lng ca khch hng, khi s ng cm ca khch hng v dch v th ATM
tng th mc hi lng ca khch hng s tng v ngc li.
Chp nhn gi thuyt H3: Phng tin hu hnh nh hng trc tip ti s hi
lng ca khch hng, khi ti sn hu hnh ca ngn hng c khch hng nh gi
tng th mc hi lng ca khch hng s tng v ngc li.
Chp nhn gi thuyt H4: Hiu qu phc v nh hng trc tip n khch
hng, khi hiu qu phc v ca ngn hng v dch v th ATM c khch hng nh
gi tng th mc hi lng ca khch hng s tng v ngc li.
Chp nhn gi thuyt H5: S m bo nh hng trc tip ti s hi lng ca
khch hng, khi s m bo ca ngn hng v dch v th ATM c khch hng nh
gi tng th mc hi lng ca khch hng s tng v ngc li.
Tuy nhin, cc nhn t trong m hnh li c nh hng khc nhau n s hi
lng ca khch hng. Theo kt qu hi quy th nhn t HIU QU PHC V c nh
hng ln nht n s hi lng ca khch hng, nhn t PHNG TIN HU HNH
c tc ng mnh th hai, nhn t tc ng mnh th ba l S TIN CY. Cn hai
nhn t S M BO v S CM THNG c tc ng n s hi lng ca khch
hng tng ng nhau (H s Beta u bng 0.14). Nh vy, chi nhnh
Techcombank Ni Bi, H Ni cng nh ton h thng Techcombank phi n lc ci
thin nhng nhn t ny nng cao cht lng dch v th ATM ca mnh.

65

3.3.2 Phn tch cc yu t tc ng n s hi lng ca khch hng

3.3.2.1 V Hiu qu phc v v s h tr khch hng
y l thnh phn tc ng nhiu nht n mc tha mn ca khch hng
(H s Beta chun ha l 0.549). iu ny chng t, hin nay khch hng rt coi trng
yu t hiu qu phc v, xem l thc o chnh nh gi cht lng dch v th
m h ang s dng.
Trong thnh phn ny, yu t Nhn vin Techcombank gii quyt kp thi
phn nh ca khch hng qua ng dy nng 24/24 (HQPV2) c im s trung bnh
cao nht vi im s trung bnh l 4.271 (Ph lc 3). Khch hng c s hi lng cao v
dch v ny v qua ng dy nng, khch hng c th lin lc vi ngn hng mi lc,
mi ni c t vn, gii ap tha ng cc thc mc, yu cu lin quan n vic s
dng th. y l mt trong nhng li th ca ngn hng. iu ny th hin s quan
tm, chm sc c bit ca ngn hng dnh cho khch hng s dng dch v th.
Ngoi ra, phn ln khch hng cho rng Th tc pht hnh th, Li sut p
dng cho th, cc loi ph dch v ATM, Hn mc giao dch (HQPV3, HQPV4,
HQPV5, HQPV6) l hp l, chp nhn c vi im s trung bnh t 3.544 n 4.060
(Ph lc 3). Tuy nhin, vi im s nh trn th ngn hng cn phi tip tc nghin cu
c nhng iu chnh kp thi nhm a ra mt mc ph hp l trong tng thi im
cn c vo thc t ca th trng v i th cnh tranh. Nh vy, vic duy tr v vn
dng linh hot cc chnh sch lin quan n th tc pht hnh v mc ph p dng i
vi th ATM l rt cn thit vi ngn hng khch hng lun cm thy nhng g h
b ra l hon ton tng xng vi cc gi tr dch v nhn c.
i vi yu t H thng my ATM ca Techcombank lun hot ng tt
(HQPV1) c khch hng nh gi l khng hi lng nht so vi tt c cc yu t
khc, im trung bnh 3.098 (xem Ph lc 3). Thc t ny cho thy, mc d ngn hng
y mnh u t h tng cng ngh thng tin, u t h thng my ATM, nhng so
vi s lng th ATM pht hnh v s lng giao dch pht sinh hng ngy l
khng tng xng. V vy, hin tng qu ti, li giao dch, li ng truyn, ht

66

tin... thng xuyn xy ra, nht l vo nhng ngy cao im, gi cao im, ngy l,
ngy ngh.
3.3.2.2 V phng tin hu hnh
Thnh phn ny c h s Beta chun ha cao th hai (0.398), th hin nhn
t ny tc ng nhiu n s hi lng ca khch hng.
Theo nh gi ca khch hng, yu t Dch v th ATM c tch hp nhiu
dch v tin ch khc (PTHH5) c khch hng nh gi tng i cao, vi im
trung bnh l 4.249 (Ph lc 3). y l mt th mnh ca Techcombank trong lnh vc
th, l ngn hng lun tin phong trong vic ng dng cng ngh thng tin vo lnh
vc th. Techcombank khng ngng u t, pht trin, a dng ha cc tin ch,
dch v. Khch hng s dng th ATM ngoi li ch rt tin mt mi lc, mi ni cn
c th chuyn khon, thanh ton ha n, bo him, mua v my bay qua mng... mt
cch d dng v an ton.
Khch hng cng nh gi cao c s vt cht, mu m th ATM, S sang
trng, lch s ti ni giao dch (PTHH7, PTHH3, PTHH4), c im trung bnh t
3.896 n 4.087 (xem Ph lc 3). t c kt qu ny l do hng ngn hng c
chin lc u t ng b, a ra tiu chun thng nht khi la chn a im, thit k,
xy dng tr s lm vic, to nn hnh nh chuyn nghip, hin i trong mt khch
hng.
Bn cnh cc yu t tc ng tch cc n s hi lng ca khch hng lin
quan n thnh phn PHNG TIN HU HNH th yu t Trang b camera quan
st, thit b chng trm ti phng ATM, mng li giao dch, a im t my
(PTHH1, PTHH2, PTHH6) c khch hng nh gi thp, im trung bnh ch t
3.190 n 3.499 (Ph lc 3). Khch hng lun mong mun nh cung cp dch v phi
em li s thoi mi, an ton, thun li khi s dng. V vy, Techcombank cn nhanh
chng m rng mng li giao dch, c bit cc khu cng nghip, ngoi thnh, cc
trc ng ln; tht cht an ton hn na ti cc a im t my ATM. C nh vy
th khch hng s yn tm hn khi s dng dch v, c bit ti cc cy rt tin t ng
ATM.

67

3.3.2.3 V S tin cy
Thnh phn ny c h s Beta tng i cao (0.292). y l thnh phn c
im s trung bnh ca cc yu t l kh cao, tt c u trn 3.6 im. iu ny chng
t khch hng cm thy an ton v tin tng khi giao dch vi Techcombank.
Ni bt nht l yu t Thng tin c nhn lun c bo mt nh ha
(SUTC4), im trung bnh 4.211 (Ph lc 3). Nh vy, khch hng nh gi
Techcombank l mt ngn hng ln, c h thng bo mt thng tin rt tt, mang li s
an tm ti a cho khch hng.
Yu t khch hng quan tm v tr th hai l ngn hng lun gii thch tha
ng khi khch hng khiu ni, thc mc (SUTC 3), im trung bnh 4.081. iu ny
chng t nhn vin ngn hng lm vic tng i chuyn nghip. Ngn hng lun coi
trng v quan tm n khch hng.
Yu t Ngn hng cung cp tin ch th ATM ng nh cam kt (SUTC1)
c khch hng tng i hi lng, im trung bnh 4.049 (ph lc 2). C c kt
qu ny l do ngn hng c k hoch trin khai mt cch khoa hc, tm hiu, nghin
cu k nhu cu th trng trc khi a vo cung cp, khai thc mt sn phm mi
va p ng c nhu cu ngy cng cao ca khch hng, va mang li uy tn cho
ngn hng.
Tuy nhin, trong nhm ny c yu t Techcombank x l giao dch chnh
xc, khng b sai xt, Ha n chng t giao dch sao k y , r rng, chnh xc
(SUTC2, SUTC5) t mc hi lng cha cao, im trung bnh l 3.757 v 3.865.
Nh vy, vn cn c nhng sai xt ca nhn vin trong qu trnh tc nghip dch v
th. hn ch tnh trng ny, ngn hng cn phi c chng trnh o to bi bn cho
nhn vin, c bit l nhng nhn vin mi trc khi phn cng nhim v, tip xc, t
vn cho khch hng.
3.3.2.4 V thnh phn m bo
Nhm yu t S m bo c h s Beta l 0.143, yu t ny cng c s tc
ng quan trng n s hi lng ca khch hng.

68

Yu t Th ATM ca Techcombank c danh ting c khch hng tn

nhim v Nhn vin Techcombank vui v, lch s, nh nhn, nim n vi khch hng
(SUB1, SUB2) c khch hng nh gi tng i cao, im trung bnh l 4.274
v 4.312 (Ph lc 3). ng th ba l yu t Nhn vin Techcombank c kin thc
chuyn mn x l khiu ni, vng mc (SUB3) vi im trung bnh l 4.114.
Nhm yu t ny gn lin vi nhn t con ngi trn cc kha cnh trnh chuyn
mn, kh nng x l nghip v v mc hiu qu trong cng vic. Nhn vin chnh
l cu ni gia ngn hng v khch hng s dng dch v, i vi nhng ngnh dch v
c i hi cao v tip xc khch hng th qu trnh cung cp dch v ca nhn vin lun
ng vai tr quan trng trong vic nh gi cht lng dch v cng nh s hi lng
ca khch hng s dng dch v.
Bn cnh th yu t Techcombank lun cung cp thng tin cn thit cho
khch hng (SUB4) c khch hng nh gi cha cao, im trung bnh 3.511. iu
ny c th do s chm tr trong cc khu trung gian hoc cng c th do khch hng
cha nm bt c thng tin ng thi im ngn hng cung cp.
Tuy vy th nhm yu t ny cng c khch hng nh gi rt cao,
khng nh v th ca ngn hng.
3.3.2.5 V thnh phn cm thng
Nhm yu t cm thng c h s Beta thp nht 0.140, v cng c nh
hng t nhiu n s hi lng ca khch hng.
C 5 yu t trong nhm ny, nhng ch c 1 yu t c khch hng nh
gi cao l yu t Techcombank lun c nhiu chng trnh u i th hin s quan
tm ca ngn hng i vi khch hng (SUCT3) vi im trung bnh l 4.119. Cn li
cc yu t Techcombank c quan tm ti khch hng v cht lng dch v th, Nhn
vin Techcombank quan tm, hiu r nhu cu ca khch hng, Techcombank coi trng
li ch ca khch hng, Khch hng ng xp hng s dng dch v ATM vo gi
cao im (SUCT1, SUCT2, SUCT4, SUCT5) th c nh gi cha cao, im trung
bnh t 3.214 n 3.662. Khch hng cha hi lng v cc yu t thuc nhm ny.

69

Chnh v vy, ngn hng cn phi c nhng bin php, chng trnh thit thc hn na
nhm th hin s quan tm ca ngn hng i vi khch hng.
3.3.3 nh gi s hi lng ca khch hng
Bng thng k m t cho thy nh gi rt tt ca khch hng v cht lng
dch v ca chi nhnh Techcombank Ni Bi. Vic o lng da trn thang o t 1 5
im tng ng vi mc t hon ton khng hi lng n hon ton hi lng.
Kt qu gi tr trung bnh v nh gi s hi lng ca khch hng l 4.377 (Ph lc 3),
chng t khch hng c mc hi lng cao i vi cht lng dch v th ATM ca
chi nhnh Techcombank Ni Bi.
S liu thc t phn trn chng minh r cho chng ta thy c s hi lng
ca khch hng v dch v th ATM l tng i cao. S lng th pht hnh v doanh
s thanh ton th u tng qua cc nm (t 2010 2014). Tuy tng trng khng ng
u nhng iu ny cho chng ta thy Techcombank Ni Bi rt c gng trong
hot ng kinh doanh th.
Kt qu ny l mt tn hiu ng khch l cho nhng kt qu hot ng cng
nh uy tn ca Techcombank trong nhiu nm qua. iu ny cng i hi Chi nhnh
Techcombank Ni Bi cn phi tip tc duy tr v ci thin cht lng dch v th
ATM cung cp n cho khch hng. y cng chnh l mt p lc rt ln cho chi
nhnh trong vic khng ngng n lc nng cao s lng th ATM pht hnh qua
cc nm.
3.3.4 Mi quan h gia thi gian s dng dch v vi s hi lng ca khch hng
Kt qu kim nh th hin c s khc bit v nh gi s hi lng ca khch
hng gia cc nhm khch hng c thi gian s dng dch v khc nhau:
* Nhm khch hng giao dch c thi gian giao dch < 1 nm hi lng vi cht
lng dch v.
* Nhm khch hng giao dch t 1 3 nm c mc hi lng thp hn nhm
< 1 nm.
* Nhm khch hng c thi gian giao dch 3 5 nm c mc hi lng tng
i cao.

70

* Nhm khch hng giao dch trn 5 nm hi lng cao nht vi cht lng dch
v.
Kt qu c mt im ng lu l khch hng mi c s hi lng cao hn so
vi khch hng giao dch t 1 3 nm. iu ny t ra yu cu cn phi duy tr cht
lng dch v cung cp i vi khch hng ang s dng dch v th ATM ca
Techcombank. Tuy nhin, c th nhn nh chung i vi khch hng c thi gian giao
dch t 1 nm tr ln l nu thi gian s dng dch v cng lu th nh gi cht lng
dch v ca khch hng cng cao, chng t khi khch hng gn b vi ngn hng cng
nhiu th h cng hiu r ngn hng hn, do vy khch hng tn nhim v nh gi cht
lng dch v tt hn so vi nhng khch hng khc.
Th trng dch v ti chnh ngn hng Vit Nam ang tip tc hi nhp v
mc cnh tranh ngy cng tr nn mnh m. Nhiu ngn hng nc ngoi v
ang bt u thm nhp su hn vo th trng trong nc, trong khi cc ngn hng
ni a cng khng ngng ln mnh v lin tc m rng mng li giao dch. iu ny
em n nhiu s thun tin v li ch cho khch hng nhng cng em n p lc
cnh tranh rt ln i vi cc ngn hng ni chung v h thng Techcombank ni
ring. Chnh v vy, cc chi nhnh Techcombank cn phi hon thin hn na cht
lng dch v ni chung v dch v th ATM ni ring nhm phc v khch hng ngy
cng tt hn, ng thi tip tc ng vng v pht trin trong cuc cnh tranh.

KT LUN CHNG 3
Chng 3 gii thiu hot ng dch v th ATM ca ton h thng
Techcombank cng nh Chi nhnh Techcombank Ni Bi, H Ni. Phn chnh tp
chung trnh by kt qu nghin cu s hi lng ca khch hng s dng th ATM do
Techcombank Ni Bi pht hnh.
Trong chng 3, tc gi tin hnh nghin cu nh lng xc nh s ph
hp ca m hnh nghin cu ngh, ng thi xc nh cc yu t nh hng n s
hi lng ca khch hng khi s dng th ATM ca Techcombank theo m hnh
SERVPERF. Chng 3 cng trnh by c kt qu nghin cu nh lng da trn

71

kt qu phn tch bng phn mm SPSS, vi ngun d liu s cp c ly t bng cu

hi iu tra thu nhn kin nh gi ca khch hng v cht lng dch v th ATM
ti Techcombank Ni Bi, bao gm: phn tch thng k m t, phn tch tin cy ca
thang o, phn tch nhn t, phn tch h s tng quan, hi quy, phn tch ANOVA.
Sau nhn xt v tm tt kt qu nghin cu.

72

CHNG 4: XUT NHNG GII PHP NHM NNG CAO S

HI LNG CA KHCH HNG S DNG TH ATM TI NGN
HNG TMCP K THNG VIT NAM CHI NHNH NI BI

4.1 nh hng pht trin dch v th ATM ca Techcombank trong nhng nm

ti
Nn kinh t th gii v Vit Nam nm 2015 c nh gi vn cn khng t kh
khn, thch thc, i hi Techcombank cn n lc pht huy hn na tr tu, sc mnh
tng hp ca cc ngun lc, nn tng c to lp nhm chuyn cc thch thc thnh
c hi, vn ti nhng tm cao mi trong nm 2015 v tm nhn 2020.
i vi mng kinh doanh th, Techcombank v ang thc hin gi tr ct li
Khch hng l trn ht v Lin tc ci tin nhm p ng nhu cu ngy cng cao
ca khch hng. Danh mc th tn dng ca Techcombank chng kin s pht trin n
nh vi tc tng trng hn 69% trong nm 2014 vi hn 89 284 th tn dng
c pht hnh. Con s n tng nng tng s lng th pht hnh trn ton
h thng Techcombank tnh n cui nm 2014 ln 147 719 th. Nm 2013, Trung tm
Dch v Th ca Techcombank vinh d nhn gii thng Tin v Dng 2013 ca Phng
Thng mi v Cng nghip Vit Nam (VCCI). n nm 2014, Techcombank cho
ra mt th trng sn phm th ATM mi mang tn Dream Card vi hn mc rt tin
ln ti 100% hn mc tn dng, qua tr thnh ngn hng u tin trn th trng
pht hnh loi th ny.
tip tc t c nhng thnh tu v hot ng kinh doanh th th nhim v
ca Trung tm Dch v th Techcombank l tng i ln. Trong thi gian ti, nhim
v ca Techcombank l phn on th trng v la chn on th trng ph hp,
ng thi cn nghin cu v a ra nhiu dch v th tin ch hn. Phng hng kinh
doanh c th:
Tp trung vo phn khc khch hng mc tiu l nhm thu nhp kh v cao,
trong nhng nm ti, m rng thm nhm thu nhp trung bnh kh. Cc hot ng
nhm nng cao s hi lng v gn b ca khch hng vi ngn hng tip tc c trin

73

khai sang giai on tng cng, xuyn sut t khi pht trin sn phm n chm sc
khch hng sau bn. Knh giao dch trn ATM tip tc c u t pht trin cc ng
dng thit thc cho nhu cu s dng hng ngy ca khch hng.
ng dng cng ngh v vn hnh vo cc sn phm dch v ca ngn hng
to li th cnh tranh cho ngn hng. Vn dng cng ngh thng tin a cc sng
kin nhm cung cp cho khch hng cc sn phm sng to nhanh chng nhm gim
thiu ri ro.
Theo xu hng pht trin ca nn kinh t th gii ni chung v lnh vc th
ni ring, trong thi gian ti, Techcombank s nghin cu, tm kim i tc v xy
dng h thng sn phm mi, hin i, ph hp hn vi nhu cu ca khch hng tim
nng. Khi nghin cu a ra cc sn phm mi th Techcombank cng a ra gii php
ng b xc tin khch hng. V hin nay dch v th cn tng i mi m cha c
nhiu ngi dn bit ti nn cn c s tuyn truyn, qung co mnh m.
Con ngi l nhn t quan trng to nn thnh cng cho Techcombank. Chnh
v vy, Techcombank khng ngng u t vo chin lc pht trin nhn s, trng tm
l xy dng mt mi trng lm vic tt nht cho cc cn b nhn vin da trn ba
kha cnh: (1) Thu ht v gi chn nhn ti, (2) o to v Pht trin, (3) Khen thng
v ghi nhn.
4.2 Mt s khuyn ngh i vi dch v th ATM ca Ngn hng TMCP K
Thng Vit Nam Chi nhnh Ni Bi
Xut pht t nhng nh hng pht trin dch v th nu trn ca
Techcombank cng vi kt qu nghin cu nh lng chng 3 cho thy, hin nay,
bn cnh cc hot ng dch v v ang p ng c nhu cu ca khch hng, cht
lng dch v th ATM do Techcombank Ni Bi pht hnh ni ring v trn ton h
thng Techcombank ni chung vn cn tn ti nhng vn khin khch hng cha
tht s hi lng. Nhng khuyn ngh c a ra trong chng ny nhm khc phc,
hn ch nhng mt cn tn ng nhm gp phn nng cao cht lng dch v th ATM
cho khch hng.

74

4.2.1 Ch trng n cc yu t lin quan n hiu qu phc v

4.2.1.1 Hon thin v nng cao hiu qu phc v khch hng ca i ng CBCNV
Trong iu kin th trng ti chnh ngn hng hi nhp ngy cng su rng v
mc cnh tranh ngy cng cao hn. Yu t con ngi chnh l mt trong nhng yu
t c tc ng rt ln n cht lng dch v. Yu t ny th hin trn cc kha cnh
trnh chuyn mn, kh nng x l nghip v v mc hiu qu trong thc hin
dch v ca i ng nhn vin. i ng nhn vin c th c xem l cu ni gia
ngn hng v khch hng s dng dch v. Do , cht lng ca i ng CBCNV l
yu t quan trng quyt nh sc mnh ca ngn hng. Hin nay, vi s xut hin ca
nhiu ngn hng trong v ngoi nc, khi trnh cng ngh v danh mc sn phm c
s khc bit khng ln lm th cc ngn hng ch c th nng cao tnh cnh tranh bng
cht lng phc v ca i ng nhn vin. Kt qu ny ph thuc rt ln vo trnh ,
o c ngh nghip, tnh nng ng sng to v thi phc v khch hng ca nhn
vin ngn hng. Chnh v vy, h thng Techcombank ni chung v cc chi nhnh
Techcombank Ni Bi ni ring cn ht sc quan tm n vic tuyn dng, o to i
ng CBCNV v khng ngng hon thin kh nng phc v khch hng.
Ci tin quy trnh tuyn dng: Thit k quy trnh tuyn dng nhn vin mang
tnh cng khai v hp l hn nhm thc hin phng chm tuyn dng ngun nhn lc
c cht lng cao cho h thng Techcombank, thu ht c nhng nhn vin gii, c
nng lc tt v ph hp vi nhu cu cng vic, c bit l trnh ngoi ng p
ng tt yu cu hi nhp v pht trin ca Techcombank. c bit, Techcombank Ni
Bi c tr s ti Cng hng khng quc t Ni Bi, ni giao thng ca rt nhiu
khch nc ngoi. Chnh v vy, trnh ngoi ng ca nhn vin l rt cn thit.
Cht lng ngun nhn lc s m bo hiu qu lm vic ca i ng CBCNV
ti Techcombank, hn na phn ln cc khch hng khi n giao dch vi ngn hng
u mong mun nhn vin giao dch phi c trnh chuyn mn gii v khi h s
thy an ton, tin tng trong s dng sn phm dch v ti ngn hng. Ngoi ra, Hi s
chnh cn iu chnh chnh sch, quy trnh tuyn dng theo hng cng khai v r rng

75

hn nhm khc phc kh nng xut hin cc hin tng tiu cc trong cng tc tuyn
dng nhn vin.
Tng cng cng tc o to: Cng tc bi dng, o to CBCNV lm dch v cn
c Hi s chnh quan tm nhiu hn, thc hin thng xuyn hn nhm gp phn
nng cao nhn thc cng nh trnh chuyn mn v kh nng c lp, linh hot trong
gii quyt vn ca cc nhn vin lm vic lin quan n cng tc dch v. Cc kha
o to i vi cc chi nhnh v cp nht sn phm dch v mi, quan h khch hng,
marketing, k nng bn hng, k nng giao tip ng x t nht phi c cc n v
thuc mng dch v ti Hi s chnh t chc hng nm. ng thi, chng trnh o
to phi tht s thit thc v c th. Bn cnh , chi nhnh Techcombank Ni Bi
cng cn phi ch ng t chc cho cn b, nhn vin ca mnh tham gia cc bui
hun luyn thc tin hoc trao i kinh nghim nhm khng ngng nng cao nghip v
v hon thin kh nng phc v khch hng ca i ng CBCNV, nh k nn t chc
nhng kha o to k nng nghip v chuyn mn nh o to kh nng thc hin
cc dch v c ng dng k thut cng ngh hin i, kh nng nhn bit cc c hi
bn cho sn phm Hng n xy dng i ng nhn vin ti chi nhnh c tinh
thn tch cc, tn tnh trong cng vic, c nhng k nng cn thit c th cung
cp dch v mt cch nhanh chng v chnh xc, ng thi c kh nng ng x tt khi
tip xc khch hng. Khng ch vy, Techcombank Ni Bi cng nn lp k hoch c
nhng cn b tr c nng lc i o to chuyn su cc lnh vc dch v mi, cng
ngh hin i nhm xy dng i ng chuyn gia gii, lm nng ct cho ngun nhn
lc trong tng lai.
Quan tm n ch quyn li ca CNCNV: Trong cc tiu ch nh gi CBCNV
hng nm ca Techcombank, phi ch trng nhiu hn n kha cnh cht lng cng
vic, c nh lng r rng mc hon thnh cng vic ca cn b, nhn vin, trnh
hin tng n nang, mang yu t cm tnh v thiu khch quan trong nh gi. Qua ,
xc nh c chnh xc nhng kt qu ng gp ca CBCNV i vi hot ng ca
Techcombank. Ban lnh o cng cn nghin cu xy dng nhiu hnh thc khen
thng kp thi, mang tnh ng vin v vt cht v tinh thn mt cch thc th ch

76

khng ch c ngha hnh thc ghi nhn nhng ng gp ca cc cn b, nhn vin.

Nhng chnh sch ng s to ng lc cho ton b CBCNV khng ngng n lc lm
vic ngy cng tt hn. Mt khc, chi nhnh Techcombank Ni Bi nn xy dng
nhng chnh sch nhm khuyn khch cn b, nhn vin c thc khng ngng hc
tp cp nht kin thc mi, t gic nng cao trnh cng nh kh nng chuyn
mn ca mnh. Hin nay, lc lng lao ng trong ngnh ngn hng c s dch chuyn
tng i ln, do vy ban lnh o Techcombank cng nh chi nhnh Techcombank
Ni Bi cn c s quan tm n nhng ch i ng/quyn li i vi CBCNV, ch
trng n trnh , nng lc ca nhn vin v xy dng cc chnh sch u i tha
ng i vi nhng chuyn vin, cn b c trnh chuyn mn cao, c nhiu ng
gp cho h thng Techcombank v chi nhnh. Trnh xy ra tnh trng chy mu
cht xm trong iu kin hin nay, ng thi nng cao o c ngh nghip v trch
nhim ca CBCNV.
4.2.1.2 Xy dng chnh sch ph dch v linh hot v mang tnh cnh tranh
i vi chnh sch ph dch v th ATM ca Techcombank, hin ti c nhiu
sn phm dch v truyn thng c mc ph rt cnh tranh nh dch v chuyn tin qua
th, dch v thanh ton qua th. Cn li, hu ht cc sn phm khc u c mc gi, ph
c nh gi l tng ng vi cc ngn hng khc nh VCB, Vietinbank, cao hn
mc trung bnh khi cc NHTMCP nhng thp hn nhiu so vi cc ngn hng nc
ngoi. Ngoi ra, biu ph dch v i vi cc loi sn phm th c quy nh mc ti a
v ti thiu cc chi nhnh Techcombank c th linh hot hn trong vic nh gi
theo tng i tng khch hng. Nhn chung, i vi khch hng ang giao dch ti
Techcombank, h lun mong mun s dng dch v vi chi ph hp l v cnh tranh.
Do vy, chnh sch nh gi/ph dch v ca Techcombank phi lun c xem xt
iu chnh, cp nht nhm m bo tnh hp l, linh hot v c kh nng cnh tranh
cao.
Cc chi nhnh Techcombank thng xuyn thc hin kho st nm bt
chnh sch nh gi, ph dch v ca cc ngn hng thng mi khc kin ngh iu
chnh ph dch v ca Techcombank mt cch ph hp, ng thi cc n v c lin

77

quan n vic xy dng biu ph dch v ti hi s chnh cng phi thng xuyn tin
hnh cp nht thng tin bin ng th trng, gi c giao dch iu chnh gi/ph
dch v nhm cng c lng tin ca khch hng v tnh cnh tranh ca Techcombank.
Vic iu tra, kho st ny s a ra kt qu phn tch gip Techcombank ch ng kp
thi iu chnh biu ph v a ra nhng u i nhiu hn nhm gia tng li ch cho
khch hng hin ti cng nh thu ht c khch hng mi ang c nhu cu s dng
dch v th nhng cha c quyt nh la chn ngn hng no.
Xy dng c ch v cch thc xc nh biu ph ring cho cc sn phm th
ATM hin c v cc sn phm mi nh th Dream Card nhm ph hp vi nhu cu th
trng. Tch cc nghin cu nhu cu cng nh c th ca cc i tng khch hng
khc nhau, thc hin phn khc cc i tng khch hng a ra c ch nh ph
dch v ph hp, ng nht cho tng nhm. ng thi, a ra cc tng mi trong
cng tc dch v, thit k cc sn phm cho tng nhm khch hng hoc i tng
khch hng ring bit.
Hin nay, i vi th ATM, Techcombank p dng mc ph pht hnh l 110
000/ th, ph thng nin l 66 000/th. Tuy nhin, nu ph ny qu cng nhc, c
th l vt cn khi khch hng mun chuyn qua s dng mt phng thc thanh ton
mi. V vy, Techcombank nn thay i li biu ph mi theo hng: gim ti a mc
ph pht hnh th ln u, c th p dng mc ph tng trng 20 000/th; vic thu
ph thng nin ch c thc hin nhng nm u, cc nm sau ngn hng nn tip
tc min ph cho khch hng.
Hi s chnh nn giao quyn ch ng hn na cho chi nhnh Techcombank
trong vic p dng cc mc ph dch v linh hot i vi tng nhm i tng khch
hng khc nhau: sinh vin, ging vin, bc s; p dng cho nhiu loi sn phm hn
na. ng thi, chi nhnh Techcombank Ni Bi cng c th t quyt nh vic gim,
min ph cho cc khch hng c bit ty theo chnh sch khch hng ca chi nhnh,
kh nng tip cn v mc cnh tranh trn a bn. Da vo , Chi nhnh
Techcombank Ni Bi s ch ng nh gi hiu qu tng th trong vic phc v
khch hng theo hng kt hp nhiu sn phm th v gi sn phm dch v khc nhau

78

ca Techcombank, t ch ng pht huy tnh linh hot ca chnh sch gi: p dng
cc mc ph dch v khc nhau, thc hin min hoc gim ph giao dch i vi nhng
khch hng c s d tin gi ln, p dng li sut c bit hoc thc hin u i i
vi nhng khch hng ln, khch hng thng xuyn giao dch, khch hng m cc
loi th mi pht hnh nh th Dream Card, th Vietnam Airlines Techcombank Visa.
4.2.2 Khuyn ngh v phng tin hu hnh
4.2.2.1 u t nng cp c s vt cht, trang thit b ca mng li giao dch
Tp trung u t vo c s vt cht, trang thit b hin i l nhm m bo yu
t s hu hnh ca h thng Techcombank i vi khch hng (ng thi, h thng
trang thit b hin i cng s gp phn nng cao tnh chnh xc, kp thi ca cc giao
dch y l nhng c im chnh yu nht trong cht lng dch v ca ngn hng).
Do vy, vic ci thin cc yu t hu hnh cn phi nhanh chng c quan tm, bao
gm b tr phng tin y ; nng cp tr s lm vic ca chi nhnh; thit k cc
quy/im giao dch vi khch hng p mt, chuyn nghip; trang b my mc hin
i... Ngoi ra, Techcombank cn ch trng dnh vn u t tr s giao dch cho cc
chi nhnh. Hin nay, tr s ca mt s chi nhnh v hu ht cc phng giao dch u
ang i thu a im hot ng, do vy y mnh u t cho c s vt cht l mt
trong nhng nhu cu cp thit trong chin lc pht trin ca Techcombank. Bn cnh
, trong thi gian ti Techcombank cng nn y nhanh vic trin khai ng lot
chnh sch thng nht v hnh nh ca ngn hng ti tt c cc a im giao dch,
mng li boot ATM, n phm, biu mu, qu tng, thng tin qung co, trang phc
c trng ca Techcombank... iu ny s gip cho ton h thng m bo tnh ng
b, nht qun v chun ha, p ng yu cu pht trin ca Techcombank.
4.2.2.2 Pht trin mng li phc v khch hng
Vi lch s pht trin lu i v a bn hot ng tri rng trn c nc, hin
nay Techcombank s hu mt mng li dch v a dng v rng khp vi 300 chi
nhnh v hn 1200 my ATM trn ton quc. Tuy vy vi nhu cu ngy cng tng cao
ca x hi, tip tc gip cho khch hng s dng nhanh chng v d dng hn na
cc dch v ca mnh, Techcombank cn phi tip tc pht trin mng li giao dch,

79

phc v khch hng rng khp cc a bn trng im ti thnh ph to s thun

tin cho khch hng khi s dng dch v. Khng ch dng li thnh ph,
Techcombank cng nn y nhanh tin pht trin chi nhnh mi cng nh cc a
im giao dch, cc knh phn phi hin i ti ngoi thnh, cc khu cng nghip, th
trn. iu ny khng nhng gp phn nng cao v th, uy tn thng hiu
Techcombank trn th trng m cn gip nng cao cht lng phc v khch hng
qua vic em n s thun tin cho khch hng khi c nhu cu giao dch. C th ni
trong hot ng kinh doanh th ATM, mng li giao dch ng mt vai tr kh quan
trng, nht l trong iu kin hin nay khi cc NHTMNN ln NHTMCP u v
ang pht trin nhanh chng h thng mng li giao dch ca mnh. Do vy,
Techcombank cn ch trng n nhiu hn.
Cc b phn ti Hi s chnh xy dng chng trnh pht trin mng li
Techcombank ti cc thnh ph ln, khu th, khu cng nghip v hin i ha cng
tc qun l mng li, a im t my ATM/POS thun tin nhm lm tin cho
vic m rng h thng giao dch, s lng th ATM ca Techcombank. t c
iu ny, i hi Techcombank cn c mt chng trnh pht trin mng li bi bn
v khoa hc, vi cc phng tin h tr c cng ngh cao, mnh lun cp nht
tnh hnh cnh tranh trn th trng v nm chc thc trng hot ng ca mng li
giao dch, da vo c th a ra nhng chnh sch iu chnh ph hp v kp thi.
Chi nhnh Techcombank Ni Bi y mnh vic m rng mng li hot
ng ca mnh trn a bn c giao nhm gp phn hnh thnh h thng phng giao
dch, im giao dch, qu tit kim, autobank, ATM, POS khp a bn huyn Sc Sn,
H Ni. Vic m rng mng li POS v autobank cn rt chm do chi nhnh cha
quan tm ng mc n cng tc pht trin mng li, vic chun b c s vt cht,
nhn s cha m bo.
Vic la chn cc a im m mng li hot ng phi ht sc ch n s
thun tin cho khch hng giao dch nh nm nhng khu vc trung tm, c m
bo an ninh tt, gn cc trc ng giao thng, khu vc hot ng kinh doanh thun
li, c ch u xe cho khch hng...

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Khi tin hnh kho st, la chn cc a ch lp t cc my ATM, bn cnh

cc tiu ch v mt dn c, h thng giao thng thun li, ngn hng cn nghin cu
k cc vn v an ninh, c bit l ni xe cho khch hng khi n giao dch, hn
ch khch hng phi xe di lng ng. lm tt vic ny, nn a din tch gi
xe vo trong cc bn thit k khi xy dng bung my ATM, xem y l mt yu t
quan trng gip cho khch hng cm thy thoi mi, an ton vi ti sn ca mnh khi
khi vo thc hin giao dch.
Xy dng bn mng li hot ng ca Techcombank. Bn ny c
thc hin trn nn bn s, l cng c trc quan phc v cho cng tc iu hnh,
ng thi cng nhm phc v cho khch hng. Bn c th a vo trang web ca
Techcombank, c th in bn kh ln d nhn thy c b tr ti cc a im giao dch
nhm gip khch hng d nhn bit v thun tin hn trong giao dch vi
Techcombank.
4.2.2.3 Nng cao cht lng h thng my ATM
Hin nay, vi hn 1200 my ATM c lp t trn ton quc, Techcombank
c nh gi l ngn hng c s lng my nhiu v hot ng hiu qu. Tuy nhin,
so vi s lng th ATM c pht hnh ra th s my ATM vn cn t. V vy,
hin tng qu ti thng xuyn xy ra, nht l vo gi cao im, vo cc ngy tr
lng ca cc cng ty trong khu cng nghip...dn n pht sinh cc li giao dch, hoc
ht tin, nh hng n tm l ca khch hng s dng th. khc phc tnh trng
ny, ngn hng cn phi thc hin tng hp cc bin php mang tnh lu di, c th:
Xy dng mt ng truyn ring cho h thng my ATM, m bo h thng
lun hot ng thng sut sut 24/24h. T s to nim tin cho khch hng, gip
khch hng c th giao dch nhanh chng, an ton khi giao dch ti my ATM.
Hnh thnh cc cng ATM c thit k theo mt tiu chun chung nh: tn
ngn hng trn hp n mt trc bung my nn thng nht, c in logo Techcombank
gip khch hng d nhn bit khi giao dch. Cc cm ny bao gm ti thiu 2 my
ATM, phi c trang b y h thng camera gim st, my lnh, thng rc m
tng... c v sinh sch s, to cho khch hng cm gic thoi mi v thch th vi

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cht lng dch v th ca Techcombank. i vi khu vc t nhiu my th ngn

hng phi thu bo v cho cc ATM m bo cho khch hng khi giao dch. in
li cung cp cho cc ATM phi c kim tra thng xuyn, m bo cc ATM vn
hnh m khng b chm mt, gy nguy him cho ngi s dng. Ngoi ra, ngn hng
cng cn trang b 100% thit b tch in (UPS) cho my ATM m bo khi khch
hng ang giao dch th khng b s c mt in lm cho giao dch b li nh khng
nhn c tin, th b nut...
Thng xuyn kim tra v bo tr cc my ATM, my no qu c hoc pht
sinh qu nhiu giao dch li cn nhanh chng sa cha v nng cp kp thi trnh tnh
trng: bn phm my bm lc c lc khng, mn hnh khng r... gy phin h cho
khch hng.
Nghin cu v a vo hot ng cc my ATM c chc nng np tin. Theo
, np tin vo ti khon, khch hng ch cn thc hin theo cc thao tc hng
dn n gin trn mn hnh, ti khon s c ghi c ngay khi giao dch thc hin
xong. Nu trin khai thnh cng dch v ny, s to iu kin cho khch hng c th
ch ng np tin trc tip vo ti khon mt cch nhanh chng, 24/24h ti cc my
ATM, tit kim thi gian ch i khi phi ti ngn hng giao dch.
M rng hnh thc v phng thc kt ni h thng my ATM vi cc ngn
hng lin kt. Hin nay, Techcombank lin kt vi 22 ngn hng s dng chung
my ATM thng qua 2 t chc chuyn mch l Smartlink v Banknet Viet Nam. Tuy
nhin, vic lin kt ny ang c thc hin hnh thc n gin nht l ch th ca
ngn hng ny ch c th giao dch rt tin mt, xem sao k, s d ti khon ti cc
my ATM ca ngn hng khc. V vy, phc v khch hng tt hn, cn phi nng
cao hn na mc lin kt, a dng ha cc tin ch nh chuyn khon ln nhau gia
cc ngn hng bng th ATM, thanh ton ha n, dch v...
4.2.3 Cng c S tin cy ca khch hng
Theo kt qu kho st chng 3 vi im trung bnh ca cc yu t v mc
tin cy l kh cao, u trn 3.6 im. Tuy nhin, nu i su vo phn tch, ta thy cn
c mt s yu t khch hng cha thc s hi lng. V vy, tip tc khng nh v

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th ca th ATM, Techcombank cn c chin lc lu di nhm khng ngng xy

dng v cng c hnh nh v tnh nng ng, hin i, a tin ch, ng cp v tuyt
i an ton ca th ATM trong lng khch hng.
4.2.3.1 Lun m bo tnh cnh tranh ca sn phm dch v th ATM
Cc sn phm dch v th ATM ca Techcombank nhn chung c 2 c im
chnh l: (i) c xy dng linh hot da trn c s vn dng cc tiu chun quc t
i vi sn phm v kh nng p ng v cng ngh, kh nng vn hnh v qun tr
ca h thng Techcombank; (ii) thit k mt s sn phm dch v mang tnh c th
ca Techcombank. Nh vy, cc sn phm th ca Techcombank kh hon thin, tun
th ng thng l quc t, gip cho qu trnh x l nghip v ca cn b giao dch
c thng nht trong ton h thng. ng thi, mt s sn phm dch v th ca
Techcombank vn mang tnh khc bit so vi cc ngn hng khc. Hin nay,
Techcombank lin kt vi hng trm nh hng, khch sn, siu th, trung tm mua
sm nh Vietnam Airlines, Vincom Mega Mall Royal City, khch sn Vinpearl, h
thng Vincharm, bnh vin Vinmec...i vi mi mt i tc lin kt, Techcombank
u nghin cu v a ra cc loi th ring vi cc tin ch khc nhau m cc ngn
hng khc khng c c. Vic xy dng sn phm th mang tnh c th ca
Techcombank gip cho vic cung cp sn phm cho khch hng mt cch ton din,
hiu qu, tit kim v hn ch ri ro ngay t nhng khu u tin ca qu trnh cung
cp dch v. Chnh v vy, i cc sn phm th mang tnh c th ny, kh nng kim
sot ca Techcombank tt hn. Hn na, do c hng dn c th nn qu trnh t vn
khch hng, nh gi cng nh qu trnh tc nghip ca nhn vin giao dch c nhiu
thun li, mang tnh chuyn nghip v c iu kin thc hin nhanh chng, chnh xc
hn. y l mt hng i ng n ca Techcombank, ph hp vi quy m v tnh
cht hot ng cng nh nn khch hng ti Techcombank, khng nh tnh cnh tranh
v im mnh so vi cc ngn hng khc. duy tr v pht trin dch v th ATM
trong nhng nm ti, Techcombank cn c cc bin php c th nh sau:
C chnh sch xy dng, o to i ng nhn vin bn hng chuyn nghip
tp trung y mnh hot ng tip th v quan h khch hng ca Techcombank chi

83

nhnh Ni Bi cng nh trn ton h thng. Trong cc hot ng tip th,

Techcombank cn quan tm hn i vi mc tiu pht trin khch hng mi. ng
thi, ch trng n vic gn cng tc m th ATM vi nhiu tin ch khc nh tit
kim mua nh, mua t...; cung ng cc dch v ngn hng khc theo quy trnh khp
kn v cung cp trn gi n cho khch hng.
Cc n v c lin quan n cng tc pht trin sn phm th ti Hi s chnh
kp thi tip thu kin tham gia ca cc chi nhnh/b phn trc thuc trong ton h
thng v sn phm dch v sa i, b sung cc sn phm mi ph hp vi thc
tin; tm hiu i th cnh tranh (im mnh, im yu, kh nng cnh tranh vi cc
sn phm ca i th cnh tranh), phn tch, d bo cc th trng, cc sn phm,
dng sn phm tim nng, c kh nng pht trin mang li hiu qu cao.
Chi nhnh Techcombank Ni Bi cn tun th ch o ca Hi s chnh trong
vic t chc trin khai sn phm dch v th, y mnh vic qung b, bn sn phm
cho khch hng. Tip nhn cc kin phn nh ca khch hng v sn phm th ca
Techcombank, thng xuyn c nhn nh, so snh v cc sn phm th ca
Techcombank vi cc sn phm ca t chc tn dng khc trn a bn v phn nh,
xut vi Hi s chnh nhng hn ch, tn ti, vng mc trong qu trnh trin khai cc
sn phm hin c cng nh nhu cu xy dng v pht trin cc sn phm mi nhm
p ng ngy cng tt hn nhu cu ca khch hng.
4.2.3.2 Tng cng cng tc chm sc v gii quyt tha ng khiu ni ca khch
hng
t c hiu qu cao trong cng vic cng nh x l giao dch chnh xc
khng b sai st, nhn vin ngn hng cn c kin thc chuyn mn gii, nhanh nhn,
thnh tho trong vic x l giao dch. Thc t cho thy, hin nay cc nhn vin mi
c tuyn dng mc d u tt nghip i hc chuyn ngnh ti chnh, ngn hng
nhng kin thc v th ATM trong trng cn kh tng qut, ch mang tnh gii thiu
cha mang tnh chuyn su. V vy trnh tnh trng nhn vin x l ha n, chng
t giao dch sai xt th ngn hng cn thit phi thc hin mt vi bin php sau:

84

 Khi tuyn dng nhn s phc v cho hot ng kinh doanh th, ngn hng cn
t chc o to li trong thi gian 02 thng th vic. y l khong thi gian cn thit
nhn vin mi c th tip thu cc kin thc chuyn su v lnh vc th ni chung
cng nh nm bt c cc nghip v khc ang trin khai.
i vi cc nhn vin c, ngn hng cn phi thng xuyn t chc cc lp
bi dng, nng cao, cp nht kin thc mi v nghip v th.
Ngoi ra, cc phng ban cng cn c cch qun l cht ch hn v thi lm
vic ca nhn vin, trnh tnh trng nhn vin va lm vic ring va lm vic cng,
hn ch vic s dng in thoi c nhn trong gi lm vic nhn vin c th tp
trung cao vo cng vic, trnh xy ra tnh trng sai xt.
Ngn hng cn a ra mt quy trnh chun v cng tc chm sc khch hng
ti b phn tra sot ca phng th x l cc thc mc, khiu ni ca khch hng mt
cch tch cc.
4.2.4 Nng cao S m bo ca ngn hng
4.2.4.1 Qung b hnh nh v thng hiu ca Techcombank
Nhng nm gn y c s bng n qung co ca cc ngn hng thng mi
trn cc phng tin truyn thng. Mt s thng hiu i vo lng khch hng mt
cch chuyn nghip nh Vietcombank, ACB, BIDV. Trong khi , d cha to c
hnh nh n tng su m nhng nhiu ngn hng khc cng thc hin tip th t,
ng thi dnh mt khon ngn sch rt ln cho cc hot ng truyn thng nhm
khng nh tn tui ca mnh. Phi ni rng hnh nh v thng hiu c vai tr rt quan
trng. Nu ngn hng c danh ting th khch hng s rt tn nhim cc sn phm
ca ngn hng . Chnh v vy, khng nhng nn tip tc duy tr v th v hnh nh tt
p ca mnh i vi khch hng m Techcombank cn phi y mnh hot ng
truyn thng v qung b hnh nh ca mnh thng qua cc chin lc marketing v
P.R c u t mnh m, mang tnh di hn. Da trn cc im mnh v nhng c
hi trn th trng Techcombank cn khng nh s khc bit v nh v thng hiu
ca mnh mt cch r rng trn th trng.

85

 Nghin cu v c chin lc trin khai cc hnh thc qung co, gii thiu sn
phm th ca Techcombank ra th trng gn vi cc chng trnh qung b hnh nh,
thng hiu ca Techcombank qua cc chng trnh gii tr trn truyn hnh, trn
website Techcombank.com, qua cc knh qung b khc nh hi ch, qung co... Ci
tin trang web th ca Techcombank bng vic cp nht thng tin v sn phm mt
cch thng xuyn, xy dng trang web th nh mt ngn hng thu nh. Ti y,
khch hng c th tm thy mi thng tin lin quan n dch v th m ngn hng cung
cp nu c nhu cu, trnh tnh trng khch hng phi mt nhiu thi gian n giao dch
ti ngn hng.
Qung b dch v th ATM thng qua ti liu, t ri v dch v th. Ngn
hng cn c chnh sch u t ng mc nhm gii thiu dch v ny nh: thit k cc
t ri, ti liu, khu hiu v cc loi dch v th ATM mt cch n gin, d hiu, ni
dung hp dn nhm thu ht s quan tm, ch ca khch hng. c bit, khi thc hin
cc chng trnh khuyn mi, Techcombank cn thit k cc bng rn c tnh c o,
mi m qung b dch v th mt cch trc tip, sng ng, thu ht s t m ca
khch hng.
Cc chng trnh khuyn mi, u i gim gi dnh cho khch hng cn c
u t quy m t vic ln k hoch t chc mt cch chi tit: chn thi gian khuyn
mi hp l, gii thng c gi tr hp dn, i tng khch hng mc tiu. khuyn
khch khch hng s dng th, Techcombank c th trin khai cc chng trnh nh
min gim ph pht hnh th, ph thng nin, thm ch c th tng im thng hoc
tin ngay khi khch hng m th v c gio dch ln u... Techcombank cng nn
phi hp vi cc cng ty chuyn t chc s kin m bo thc hin tt cng tc
truyn thng rng ri n khch hng. Hn na, cng cc chng trnh khuyn
mi nn c thc hin thng xuyn, lin tc theo tng qu. iu ny cho thy ngn
hng lun u i khch hng vo mi thi im trong nm, lun quan tm n quyn
li chnh ng ca khch hng.
Nu nh cht lng dch v l yu t quan trng quyt nh s hi lng ca
khch hng th vic xy dng hnh nh tt p trong tm tr ca khch hng cng l

86

mt mc tiu m tt c cc ngn hng u hng n. Hnh nh ca ngn hng l

nhng cm nhn v n tng ca khch hng v ngn hng. chnh l kt qu ca
qu trnh cung cp dch v c cht lng n cho khch hng, lm cho khch hng hi
lng khi s dng dch v. Hnh nh biu hin mi quan h gia thng hiu ca ngn
hng v s lin tng, nh gi ca khch hng i vi cc thuc tnh ca thng hiu.
N ty thuc vo danh ting, uy tn, lng tin ca khch hng i vi ngn hng v c
s tc ng trc tip n nh gi ca khch hng khi s dng dch v cng nh s
trung thnh ca khch hng vi ngn hng. Do vy, cc ngn hng cn phi xy dng
hnh nh ca mnh nhm thit lp mt s cm nhn tt nht i vi i th cnh tranh,
gip khch hng d dng nhn din c thng hiu.
i vi Techcombank cng vy, hnh nh ca Techcombank trong lng khch
hng l cm nhn, nh gi ca h i vi nhng hot ng phc v khch hng ca c
h thng Techcombank. Khng nhng th, trong iu kin c rt nhiu ngn hng
trong v ngoi nc hot ng trn th trng hin nay, khch hng s nh gi hnh
nh, danh ting ca Techcombank khng nhng thng qua cm nhn ca h i vi
chnh h thng Techcombank, m cn so snh hnh nh Techcombank vi cc i th
cnh tranh khc. Trong , nhiu ngn hng cnh tranh rt ni danh, to n tng tt
ni khch hng, c bit l cc ngn hng nc ngoi. Vic to dng c hnh nh tt
p v khng ngng cng c hnh nh ca mnh trong lng khch hng l ti sn v gi
ca bt c ngn hng no v c tc ng rt tch cc n vic nh gi s hi lng ca
khch hng. Khi khch hng c n tng tt, h s tin tng, gn b hn vi ngn
hng, d dng hn trong nh gi s hi lng. Lm c iu ny ngn hng s thun
li hn trong vic duy tr mi quan h bn vng vi khch hng v c c hi tt tip
tc pht trin cc khch hng tim nng mi.
Trong bi cnh Vit Nam ngy cng hi nhp su rng vi nn kinh t khu vc
v th gii, h thng ngn hng trong v ngoi nc ngy cng khng ngng m rng
hot ng, mi trng kinh doanh ngn hng tr nn c tnh cnh tranh mnh m.
Chnh v vy, Techcombank cn y mnh cng tc qung b cc gi tr ca
Techcombank, xy dng chin lc pht trin hnh nh theo hg bn vng, khng

87

ngng nng cao v th ca Techcombank trn th trng. Ngoi ra, Techcombank s

tip tc i u trong vic thc hin cc chnh sch, ch trng ca Chnh ph v Ngn
hng Nh nc, thc hin cc chnh sch h tr doanh nghip, h tr cc a phng
cn gp nhiu kh khn, tip tc trin khai mnh m cc chnh sch ng gp v x hi
v cng ng nh thc hin cc chng trnh gy qu hc bng, ti tr cc d n cng
cng, thc hin cc chng trnh t thin, an sinh x hi Nhng iu ny va l
trch nhim ca ton h thng Techcombank, ng thi cng l c hi
Techcombank qung b rng ri hnh nh ca mnh, to nhng n tng tt, i su vo
tm tr khch hng. Techombank chi nhnh Ni Bi ni ring phi lun lun thc hin
nhng iu c bn v quan trng nht l tn trng cc cam kt vi khch hng, lun
m bo cht lng phc v v i u trong cc ci tin dch v, p ng nhu cu
khch hng
4.2.4.2 Ch trng phong cch chuyn nghip ca i ng nhn vin phc v khch
hng
i vi nhng ngnh dch v c i hi cao v tip xc khch hng nh lnh
vc ngn hng th trong qu trnh cung cp dch v n cho khch hng, s tng tc
gia nhn vin ngn hng vi khch hng s c nhng nh hng rt ln n cm nhn
cht lng dch v ca khch hng. nh gi v i ng nhn vin ca Techcombank
chi nhnh Ni Bi, khch hng c nhng n tng tng i tt v s nng ng v
nhit tnh ca i ng CBCNV nhng cha nh gi cao lm v phong cch chuyn
nghip trong cng vic. Do vy, chi nhnh Techcombank Ni Bi v ton h thng
Techcombank ni chung nn ch trng nhiu hn na n vic o to v hnh thnh
phong cch chuyn nghip ca i ng nhn vin phc v khch hng nhm lm cho
h hi lng hn khi s dng dch v ca Techcombank. Khch hng lun mong mun
nhn vin giao dch, cung cp dch v cho h l nhng ngi nhanh nhn, duyn dng
v lch thip, ng thi c kin thc chuyn mn x l yu cu ca khch hng.
Do vy, nhn vin chi nhnh Techcombank Ni Bi ni ring v nhn vin
Techcombank ni chung cn i mi tc phong giao dch, ch trng cao vic th
hin s vn minh lch s ca nhn vin i vi khch hng, nht l ci thin phong

88

cch phc v ca nhng b phn tc nghip, ni trc tip x l cc yu cu giao dch

ca khch hng. S nng ng, nim n v tnh chuyn nghip ca cc nhn vin giao
dch chc chn s to n tng tt p v cht lng dch v ca ngn hng, nh vy
cc chi nhnh Techcombank mi c th duy tr v pht trin mi quan h i vi khch
hng. Khng ch vy, tc phong lm vic v chuyn mn ca nhn vin chnh l hnh
nh ca ngn hng, chnh l s m bo i vi khch hng, gip khch hng an tm
hn khi s dng dch v.
thc hin tt iu ny, tt c nhn vin Techcombank cn c c ch quy
nh v nhng quy tc ng x, giao tip khch hng ca cn b nhn vin
Techcombank nhm m bo cht lng phc v khch hng mt cch tt nht. Ngoi
ra, cn tip tc i mi t duy hng n phc v khch hng i vi ton th
CBCNV ang cng tc ti Techcombank, nht l khi ngnh ngn hng ang trong thi
k hi nhp quc t ngy cng su rng. Tt c CBCNV ca ngn hng phi chuyn
i phong cch lm vic t nhn v thc hin yu cu ca khch hng mt cch th
ng sang phong cch ch ng giao dch nhm p ng mt cch ti a nhu cu dch
v ti chnh ca khch hng. Trong , c bit ch trng vo cht lng dch v v
lun sn sng mang li s hi lng cao nht n cho khch hng.
Bn cnh , nhanh chng xy dng mi trng lm vic chuyn nghip v
hng n hnh thnh nt vn ha c trng ca Techcombank to n tng tt p
i vi khch hng. Khng ngng nng cao tnh k cng, k lut ca cn b v nhn
vin. ng thi, tng cng tinh thn hp tc, s h tr nhau trong cng vic ca
CBCNV gia cc phng, ban, chi nhnh trong ton h thng Techcombank c th
cung cp kp thi thng tin cn thit n khch hng nhm phc v khch hng mt
cch tt nht.
4.2.5 Xy dng S cm thng i vi khch hng
4.2.5.1 Gn gi s hi lng v tng cng hp tc vi khch hng
Khi nhng nhu cu ca khch hng ngy cng pht trin a dng, mc cnh
tranh trn th trng ngy cng gay gt hn, cc ngn hng u ch nng cao cht
lng phc v, m bo s hp dn ca sn phm gi chn v thu ht c khch

89

hng s dng dch v ca mnh. S hi lng ca khch hng v cht lng dch v l
yu t sng cn v l ch nhm ch yu m cc ngn hng hin nay u eo ui.
Nhm t c iu ny, ng thi vi mc tiu thc hin tt qu trnh tip tc chuyn
i hot ng ca Techcombank theo hng tr thnh mt ngn hng thng mi a
nng hin i, ton th CBCNV ca h thng Techcombank ni chung v chi nhnh
Techcombank Ni Bi ni ring nhn thc vic lin tc ci thin cht lng phc v
khch hng v nng cao gi tr cung cp n cho khch hng l nhim v mang tnh t
ph trong thi gian ti. Mi hot ng nhm hng ti khch hng, da trn t duy
ngn hng v khch hng cng chia s li ch, trch nhim v nhng thnh qu t
c nhm xy dng s cm thng ca khch hng.
Cht lng dch v cung cp l vn hng u, trong thi v nhn thc
ng mt vai tr rt quan trng. Techcombank cam kt cung cp cc sn phm dch v
th ATM c cht lng cao ra th trng, ng ngha vi cam kt s lun sn sng
phc v khch hng vi thi tt nht.
Bn cnh , vic tng cng hp tc vi khch hng cng l mt chin lc
quan trng. Trong xu hng cnh tranh ngy cng cao, chi ph thu ht mt khch
hng mi gp nhiu ln chi ph gi chn mt khch hng c. lm c iu , cc
ngn hng phi ch trng vo vic cung ng dch v c cht lng cao hng n
khch hng hin c, ng thi khng ngng tng cng hp tc, xy dng v thc hin
marketing mi quan h vi khch hng. Kt qu nghin cu cho thy: nu khch hng
c thi gian s dng dch v ti Techcombank cng lu th nh gi cht lng dch v
cng cao (i vi khch hng c thi gian s dng th ATM t 1 nm tr ln, tuy nhin
khch hng mi c s hi lng cao hn so vi khch hng s dng t 1 3 nm).
iu ny t ra yu cu cn phi duy tr cht lng dch v cung cp n cho khch
hng v duy tr mi quan h tt p i vi khch hng. y l nhng yu t phi c
quan tm c bit trong qu trnh giao dch vi khch hng bi l khng my khch
hng ang hi lng vi dch v ca ngn hng li quay lng vi ngn hng . R rng,
khi khch hng gn b vi Techcombank cng lu, h s cng tin tng v tn nhim
vo dch v th ATM do Techcombank cung cp. Ngc li, cng cn xc nh rng

90

khch hng trung thnh lun mong mun nhn c s cng bng v i hi cc gi tr
khc nh: s trn trng, c nhn din l khch hng thng xuyn khi n giao dch
vi ngn hng, c nhn vin ngn hng thu hiu v thc hin giao dch nhanh
chng, c u i khi s dng dch v Do vy, Techcombank cn ch trng hn
na n quan h khch hng, tng cng hp tc cht ch hn vi cc khch hng, tp
trung trn cc phng din sau:
Chi nhnh Techcombank Ni Bi cn nhanh chng xy dng c s d liu v
khch hng ca mnh, thu thp v lu tr cc thng tin lin quan n khch hng trong
qu trnh giao dch vi Techcombank. C s d liu ny s l ngun thng tin ng tin
cy gip cc chi nhnh lun nh n khch hng, c th p ng nhanh chng nhu
cu ca tng khch hng khc nhau v a ra cc chng trnh tng cng mi quan
h hp tc vi khch hng mt cch hiu qu nht.
Xy dng cc chng trnh khch hng thn thit, thng xuyn a ra nhng
chnh sch u i trong s dng dch v th ATM i vi cc khch hng c quan h
lu di vi BIDV.
Khng nhng s dng cc knh truyn thng trc tip (giao dch, gi th, in
thoi, email, giao dch qua internet) vi khch hng m cc chi nhnh cn c th ng
dng nhiu hnh thc khc nhau tng cng mi quan h gn b vi doanh nghip
nh: tham gia vo cc s kin ca doanh nghip (tng kt hng nm, tham d vo cc
hot ng x hi, ng ti tr cng vi doanh nghip); c nhn ha mi quan h, ban
lnh o tng cng nhng bui gp g, trao i thng tin vi khch hng k c cc
vn nm ngoi phm vi nhng giao dch s to nn s rng buc thn thit gia
khch hng vi ngn hng...
Tng cng lin kt vi cc i tc chin lc, m rng cc n v chp nhn
th ph hp vi nhu cu thanh ton ca khch hng nh nh hng, siu th, trung tm
mua sm, thm ch l c cc ca hng kinh doanh in t, qun o thi trang, m
phm... Techcombank nn dnh cho khch hng nhiu u i khi thanh ton bng th
Techcombank ti cc n v chp nhn th, hoc c th gim gi vi t l phn trm
no khi thanh ton bng th Techcombank...

91

4.2.5.2 Tng cng cng tc t vn v h tr khch hng

Vic thc hin t vn nhanh chng, hiu qu cho khch hng trong sut qu
trnh giao dch s gip khch hng hiu r hn v cc dch v th ATM ca
Techcombank, gp phn lm cho dch v th ATM tr thnh tin ch vi khch hng
v nh gip cc chi nhnh gi chn c khch hng. Do vy trong thi gian ti,
chi nhnh Techcombank Ni Bi cn tp trung cc ngun lc trin khai dch v t
vn khch hng, h tr/chm sc khch hng, trong s hiu qu v tnh chuyn
nghip phi c t ln hng u. ng thi t bn hng dn, quy ch hoc
phng t vn rng ri, thong mt vi h thng wifi cng mt s my tnh khch
hng c th truy cp mng v c t vn v sn phm dch v ca Techcombank, b
tr nhn vin c kin thc nghip v vng vng, nh nhn v nhit tnh p ng kp
thi nhu cu ca khch hng nh: gii thiu, t vn, gii thch cc bc/quy trnh giao
dch, hng dn khch hng Theo hng ny, nhn vin ca Techcombank cn thc
s quan tm ti khch hng, t li ch ca khch hng ln u. Nhn vin lun gi
thi thn thin, to s gn gi trong giao dch nhm duy tr v th hin s quan tm
ca Techcombank ti khch hng.
Chi nhnh Techcombank Ni Bi cng phi ht sc ch trng n vic t chc
cc bui hi tho, chng trnh gii thiu sn phm n cho khch hng, nht l i
vi sn phm th mi c trin khai, nhm gip khch hng hiu r hn v sn phm
dch v. Bn cnh , Hi s chnh cn u t nhiu hn cho cc chng trnh u i
i vi dch v th ATM, nht l i vi nhng sn phm mi c trin khai nhm
th hin s quan tm ca ngn hng i vi khch hng nh gim gi trn ha n cho
cc ch th Techcombank, tch im thng cho ch th, tr gp...
Nhm h tr khch hng mt cch tt nht, trnh tnh trng khch hng xp
hng s dng dch v ti cc ATM vo cc ngy cao im th Techcombank cn trin
khai thm my ATM ti cc khu vc ln cn p ng kp thi nhu cu ca khch
hng. Ngoi ra, ngn hng cng cn c b phn tip qu lun phin lin tc hn na
vo thi gian trn p ng y nhu cu ca khch hng.

92

KT LUN CHNG 4
Cn c vo kt qu phn tch nh tnh, nh lng, tc gi a ra cc nhm
gii php xut da vo cc yu t tc ng n s hi lng ca khch hng s dng
th ATM bao gm: y mnh hiu qu phc v, ci thin phng tin hu hnh, cng
c s tin cy, nng cao s m bo v xy dng s cm thng ca khch hng. Tt c
cc bin php hng ti s kh thi v ngha thc t u nhm mc tiu khng
ngng nng cao hn na cht lng dch v th ATM cng nh s hi lng ca khch
hng khi s dng th ATM ca Techcombank.

93

KT LUN
i vi hot ng ngn hng, qu trnh hi nhp kinh t quc t ca nc ta
mang li nhng thay i theo chiu hng to ra mt th trng m ca v c tnh cnh
tranh cao hn. iu ny thc y cc ngn hng thng mi khng ch ch trng vo
vic tng trng quy m hot ng m cn cn phi khng ngng nng cao hiu qu
v cht lng dch v cung cp n cho khch hng.
Hot ng ngn hng vn l mt lnh vc c tnh cht tng tc cao gia khch
hng v nh cung cp dch v, trong khi cc sn phm ngn hng li c tnh phc
tp v i hi nhiu chun mc rt cao v sn phm th ATM cng vy. Do vy, vic
m bo cht lng dch v th ATM cung cp n cho khch hng v khng ngng
nng cao cht lng dch v phi c cc ngn hng thc hin thng xuyn, bi l
s hi lng ca khch hng i vi dch v l yu t sng cn v l mc tiu m cc
ngn hng u eo ui. c bit, vi s tham gia ngy cng nhiu ca cc ngn hng
thng mi vo th trng th, c bit l ngn hng nc ngoi c nhiu nm kinh
nghim cng nh vt tri v cng ngh, trnh qun l th c th dnh li th trong
cuc cnh tranh ny. Vi mc cnh tranh ngy cng tr nn mnh m , vic tm
hiu nhng nhu cu ca khch hng, cc yu t tc ng n cht lng dch v th
cng nh s hi lng ca khch hng khi s dng th ATM cng tr nn cn thit hn.
V vy ti nghin cu S dng m hnh SERVPERF nh gi s hi lng ca
khch hng s dng th ATM ti ngn hng Thng mi c phn K Thng Vit
Nam s gip ch cho vic thc hin c hiu qu cc chnh sch, chin lc pht trin
ca ngn hng trong hot ng kinh doanh th. R rng l nu khch hng c hi
lng khi s dng dch v th th c hi gi chn khch hng tip tc s dng cc sn
phm dch v khc ca ngn hng cng cao, gip cho ngn hng gia tng doanh s, th
phn, li nhun v cng c hnh nh, v th ca mnh trn th trng.
Vi nhng l lun c bn v dch v, cht lng dch v, s hi lng ca khch
hng v cc m hnh cht lng dch v, cng vi vic tm hiu hot ng ca hot
ng kinh doanh th ti Techcombank chi nhnh Ni Bi, nhng mc tiu cp trong
ti ln lt c trnh by thng qua cc s liu phn tch thng k m t, phn tch

94

 tin cy ca thang o, phn tch nhn t, phn tch hi quy, phn tch phng sai,
kim nh ANOVA. Qua kt qu nghin cu, ti xc nh c cc thnh phn
ca cht lng dch v tc ng n s hi lng ca khch hng. Trong , thnh phn
hiu qu phc v v phng tin hu hnh c tc ng mnh n s hi lng ca khch
hng s dng th ATM.
Vic nghin cu nhng nh gi ca khch hng v cht lng dch v th l rt
cn thit nhng da trn kt qu nghin cu xut cc gii php nhm ci thin v
nng cao cht lng dch v th li cng c ngha quan trng hn. Chnh v vy,
nhng xut nhm nng cao cht lng dch v th ATM trc tin cn phi ch
trng n vic cng c v duy tr nhng thnh qu m Techcombank t c trong
thi gian qua, ng thi khng ngng gia tng gi tr dch v th ATM cung cp n
cho khch hng. C th khng nh, nng cao cht lng dch v th ATM duy tr
v pht trin nn khch hng chnh l cha kha Techcombank tip tc thnh cng
trong thi gian ti.
Da trn cc kt qu nghin cu, ti xut nhng gii php nhm nng
cao cht lng dch v th ATM ca h thng Techcombank ni chung cng nh chi
nhnh Techcombank Ni Bi ni ring. Nhng gii php xut u da trn nhng
c s l lun cng nh c s lin h thc tin hot ng ca Techcombank: y mnh
hiu qu phc v khch hng, ci thin phng tin hu hnh, ch trng ng dng cng
ngh, o to i ng cn b cng nhn vin chuyn nghip, pht trin mng li hot
ng ra khp a bn thnh ph, linh hot trong chnh sch gi dch v, tng cng
quan h hp tc v lin kt vi khch hng...
Trong qu trnh thc hin, ti chc chn khng trnh khi nhng thiu st
nht nh. Do vy, em rt mong s nhn c nhng kin ng gp, b sung ca qu
thy c, ng nghip v cc anh ch vn nghin cu c hon thin hn. Trn
trng.

95

TI LIU THAM KHO

Ting Vit
1. Nguyn Thanh Hng, 2008. Nghin cu cht lng dch v cung cp cho khch hng
doanh nghip ca cc chi nhnh ngn hng u t v pht trin Vit Nam trn a bn
Thnh ph H Ch Minh. Lun vn thc s kinh t, i hc kinh t H Ch Minh.
2. Bi nguyn Hng, 2004. Qun l cht lng. H Ni: Nh xut bn Thng k.
3. Nguyn Thnh Long, 2006. Nng cao cht lng dch v ngn hng. H Ni:
Nh xut bn Thng k.
4. Duy Nht, 2011. nh gi mc hi lng ca khch hng v dch v th
ATM ca ngn hng TMCP Cng Thng tnh Bn Tre. Lun vn thc s kinh
t, i hc Kinh t H Ch Minh.
5. Hong Trng v Chu Nguyn Mng Ngc, 2005. Phn tch d liu nghin cu
vi SPSS. H Ni: Nh xut bn Thng k.
6. Ngn hng TMCP K Thng Vit Nam, 2013. Bo co thng nin 2013.
7. Ngn hng TMCP K Thng Vit Nam, 2012. Bo co thng nin 2014.
8. Ngn hng TMCP K Thng Vit Nam, 2014. Bo co hot ng kinh doanh
chng khon vi cc chi nhnh Techcombank. Ngn hng TMCP K Thng
Vit Nam, H Ni, thng 05 nm 2014.
9. Bi Xun Phng, 2011. Xy dng mi quan h khch hng v lng trung
thnh ca khch hng i vi dch v ngn hng c nhn ti ngn hng
Thng mi c phn. Lun vn thc s kinh t. i hc Kinh t H Ch Minh.
10. ng Mnh Ph, 2009. Chnh sch u t cng ngh thng tin phc v cho
hot ng kinh doanh ngn hng. Ti liu hi tho. Ngn hng TMCP K
Thng Vit Nam, H Ni.
11. Phm Ngc Quang, 2013. Nng cao s hi lng ca khch hng khi s dng th
Connect 24 ca ngn hng thng mi c phn Ngoi Thng Chi nhnh Lng H.
Lun vn thc s Ti chnh ngn hng, i hc Kinh t, i hc Quc gia H Ni.
12. Philip Kotler & Gary Armstrong, 2007. Nhng nguyn l Tip th. H Ni: Nxb

96

Thng k.
13. Nguyn nh Th v Nguyn Th Mai Trang, 2007. Nghin cu th trng. H
Ni: Nh xut bn Thng k.
14. Nguyn Tin Thnh, 2012. o lng s hi lng ca khch hng s dng th ATM
ca Ngn hng TMCP Cng Thng Vit Nam chi nhnh Thng Long. Lun vn
thc s Ti chnh ngn hng, i hc Kinh t, i hc Quc gia H Ni.
15. Tp ch u tPht trin, 2012. Con ng pht trin tt yu ca Techcombank
hin ti. Tp ch u t Pht trin s 152, trang 57.
16. Thi bo Ngn hng, 2014. 10 Ngn hng thng mi Vit Nam c khch
hng hi lng nht. Thi bo Ngn hng, s 82, trang 6.
17. Techcombank Trung tm th, 2013. Bo co hot ng h thng ATM 4
thng u nm 2013.
Ting Anh
18. AlHawari et al, 2008. Measuring banks automated service quality: a
confirmatory factor analysis approach. Marketing Bulletin, 71: 119.
19. Advardsson, Thomasson v Ovretveit, 1994. Customer satisfaction, loyalty and
commitment in service organizations: Some evidence from Greece.
Management Research News, 29: 782800.
20. Bei, L.T, Chiao, Y.C, 2006. The determinants of customer loyalty: an analysis
of intangibile factors in three service industries. International Journal of
Commerce & Management, 76: 177198.
21. Brady et al, 2002. A concept model of service quality and its implications for
future research. Journal of Marketing, 19: 41 50.
22. Curran & David King, 2008. Investigating the human computer interaction
problems with automated teller machine navigation menus. Interactive
Technology and Smart Education, 12: 5979.
23. Cronin. J. J & Taylor, S. A, 1992. Measuring Service Quality: a reexamination
and extensio. Journal of Marketing, 4: 2745.
24. Gerbing, Anderson, 1998. Data Analysis and Forecasting in Business. Journal

97

Academy of Science in London, 23: 28 41.

25. Gorsuch, 2003. Data Analysis with R. McGrawHill Journal, 98: 102104.
26. Gronroos, 1990. Cross-cultural perspectives of service quality and risk in air
transportation. Journal of Air Transportation, 7: 326.
27. Hachter, 1994. Method and technical in social studies. Journal of Scientific
Research, London, 9: 3 16.
28. Jamal et al, 2002. Service quality: A study of quality dimensions. Working
paper, Service Management Institute, Finland.
29. Katono, Isaac Wasswa, 2011. The quality of electronic services in Uganda: A case
the Automatic teller machine (ATM). Management research and practice, 3: 1 14.
30. King, 2000. Marketing Management. Upper Saddle River, 9: 98120.
31. Kumar et al, 2011. Custommers satisfaction in ATM service: an empirical
evidences from public and private sector banks in India. Management research
and practice, 4: 12 28.
32. Lewis & Mitchell, 1990. Custommer satisfaction and shareholder value.
Journal of Marketing, 9: 172 185.
33. Lee et al, 2000, Measuring Service Quality using SERVQUAL Model: A Study
on PCBs. Journal of Marketing, 5: 28 34.
34. Narteh, 2013. Customers satisfaction with ATM banking in Ghana. African
Journal of Economic Studies, 8: 218 277.
35. Parasuraman et al, 1985. A conceptual model of service quality and its
implication for future. Journal of Marketing, 47: 40 52.
36. Parasuraman et al, 1991. Refinement and Reassessment of the SERVQUAL
Scale. Journal of Retailing, 28: 420 450.
37. Parasuraman et al, 1988. SERVQUAL: a multiple-item scale for measuring
consumer perceptions of service quality. Journal of Retailing, 9: 1240.
38. Sureshchandar et al, 2001. Measuring Customer Satisfaction Development
and Use of Questionare. Wisconsin: ASQC Quality Press, 15: 209230.
39. Sultan, F. and Simpson, M.C, 2000. International service variants: airline

98

passenger expectations and perceptions of service quality. Journal of Services

Marketing, 97: 188216.
40. Valarie A Zeithaml and Mary J Bitner, 2000. An integarated model of price,
satisfaction and loyalty: an empirical analysis in the service sector. Journal of
Product & Brand Management, 32: 459468.
41. Zins. A.H, 2001. Relative attitudes and commitment in customer loyalty models:
Some experimences in the commercial airline industy. International Journal of
Service Industry Management, 3: 269294.
Website
42. http://hotrospss.blogspot.com/2014/03/huongdanthuchanhcachphantich
hoi.html
43. http://qlkh.tnu.edu.vn/theme/details/2010/danhgiachatluongdichvutheatm
cuacacnganhangthuongmaicophanothainguyen
44. https://www.techcombank.com.vn/khachhangcanhan/sanphamdichvuthe
45. http://tapchitaichinh.vn/thitruongtaichinh/vangtiente/dephattrienthi
truongthenganhangvietnam32276.html
46. http://vmsr.com.vn/index.php/nghiencuu/134nghiencuuchatluongdichvu
atm
47. http://www.vnulib.edu.vn:8000/dspace/bitstream/123456789/1894/1/sedev1006
05.pdf

99

PH LC 1
Dng cho nghin cu nh tnh

Xin cho cc anh/ch. Ti l Phm Th nh Nguyt, hc vin cao hc. Ti ang

nghin cu ti S dng m hnh SERVPERF nh gi s hi lng ca khch hng
s dng th ATM ti ngn hng TMCP K Thng Vit Nam chi nhnh Ni Bi, H
Ni, rt cm n v rt mong anh/ch dnh cht thi gian trao i mt s suy ngh ca
anh ch v gp kin cho nghin cu v vn ny. Nhng kin ca anh ch ch s
dng cho nghin cu khoa hc v c gi b mt.
Phn 1: i vi cc yu t thnh phn nh hng n s hi lng ca khch
hng s dng dch v th ATM, xin anh/ ch hy cho bit c thm mi, loi bt nhm
cc yu t hoc u chnh tn gi cc yu t nh hng n s hi lng ca khch
hng s dng dch v th ATM hay khng?
Cc yu t nh hng n s hi lng ca khch hng:
(1) S tin cy
(2) Hiu qu phc v
(3) Phng tin hu hnh
(4) S m bo
(5) S cm thng
Phn 2 : Cc cu hi ca tng yu t thnh phn:
1) S tin cy Reliability: Theo Anh/ch yu t no th hin kh nng phc
v dch v th ATM cho khch hng ph hp, kp thi, ng thi hn, chnh xc v
hiu qu ngay t ln u tin? Cc cu hi cho khch hng no sau y ph hp vi
dch v th ATM?

Ngn hng thc hin dch v ng ngay t ln u.

Ngn hng cung cp dch v ti thi im m h ha.

Ngn hng thc hin dich v chnh xc, khng c sai st.

Nhn vin ngn hng lun sn sng phc v khch hng.

Ngn hng lun c nhn vin t vn ti bn hng dn gip khch hng.

Ngn hng gi bng sao k u n v kp thi.

Khi khch hng thc mc hay khiu ni, ngn hng lun giiquyt tha ng.
2) Hiu qu phc v Responesiveness: Theo anh/ch yu t no th hin
s mong mun v sn sng ca nhn vin ngn hng cung cp dch v mt cch kp
thi, ng lc, nhanh chng p ng s mong mun ca khch hng? Cc cu hi cho
khch hng no sau y ph hp vi dch v th ATM?

Nhn vin ngn hng sn sng gip khch hng

Nhn vin ngn hng tr li chnh xc, r rng cc thc mc ca khch hng.

Ngn hng cung cp dch v nhanh chng, kp thi.

Ngn hng phc p tch cc cc yu cu ca khch hng.

Ngn hng c ng dy nng phc v khch hng 24/24.

Ngn hng lun c gng gii quyt kh khn cho khch hng.

Nhn vin ngn hng hng dn th tc cho khch hng y v d hiu.

3) Phng tin hu hnh Tangibles: Theo Anh/ ch yu t no th hin
phng tin vt cht k thut, thit b hin i, trang phc lm vic ca nhn vin c
lm khch hng an tm tin tng? Cc cu hi cho khch hng no sau y ph hp
vi dch v th ATM?

Ngn hng c c s vt cht y .

Ngn hng c trang thit b v my mc hin i.

Ngn hng c cc t ri, ti liu v dch v th ATM rt cun ht.

Nhn vin ngn hng trng rt chuyn nghip v n mc p.

Ngn hng sp xp cc quy giao dch, cc bng biu v k ti liu rt khoa hc v

tin li cho khch hng.

Ni t my ATM sch s, khng gian thong mt.

4) S m bo Assurance: Theo Anh/ ch yu t no th hin s tn nhim,
tin tng cho khch hng c cm nhn thng qua s phc v chuyn nghip, kin

thc chuyn mn gii, phong thi lch thip v kh nng giao tip tt l cho khch
hng hi lng? Cc cu hi cho khch hng no sau y ph hp vi dch v th
ATM?

Nhn vin ngn hng phc v khch hng lch thip, nh nhn.

Chng t giao dch r rng v d hiu.

Nhn vin ngn hng lun c tinh thn trch nhim cao trong cng vic

Nhn vin lun cung cp cc thng tin dch v cn thit cho khch hng.

Nhn vin ngn hng tr li chnh xc v r rng cc thc mc ca khch hng.

Nhn vin ngn hng ngy cng to ra s tin tng i vi khch hng.

Nhn vin ngn hng hiu c nhu cu ca khch hng.

5) S cm thng Empathy: Theo Anh/ ch yu t no th hin s quan
tm, chm sc khch hng n cn, dnh cho khch hng s i x chu o tt nht c
th gip cho khch hng cm thy mnh l thng khch ca ngn hng v lun
c n tip nng hu mi lc, mi ni? Cc cu hi cho khch hng no sau y
ph hp vi dch v th ATM?

Nhn vin ngn hng ch n nhu cu ca tng khch hng.

Khch hng khng phi xp hng lu c phc v.

Ngn hng c a im giao dch thun tin cho khch hng.

Ngn hng c h thng ATM hin i v d s dng.

Nhn vin ngn hng lun i x n cn vi khch hng

Mt ln na xin chn thnh cm n s hp tc ca Anh/ch?

PH LC 2
PHIU IU TRA
PHNG VN KHCH HNG
I.PHN GII THIU
Knh cho Anh/Ch. Ti l hc vin cao hc trng i hc Kinh t i hc Quc
gia H Ni, hin ang thc hin ti nghin cu S dng m hnh SERVPERF nh
gi s hi lng ca khch hng s dng th ATM ti ngn hng TMCP K Thng Vit
Nam chi nhnh Ni Bi, H Ni. Rt mong Anh/Ch dnh cht thi gian tr li
mt s cu hi sau y. Mi thng tin Anh/Ch cung cp s hon ton c gi b mt
v ch c s dng cho nghin cu ny. Chn thnh cm n s gip ca Anh/Ch.
H v tn
:.
a ch:S in thoi (nu c):..
II. PHN NI DUNG
A.

Phn sng lc

Q1: Anh ch c s dng dch th ATM ca ngn hng TMCP K Thng Vit Nam
(Techcombank) khng?

C Tip tc

Khng Ngng phng vn

Q2: Anh/ ch s dng dch v th ATM ca Ngn hng no sau y?

Ngn hng K Thng

Ngn hng Cng Thng

Ngn hng u T

Ngn hng Nng Nghip & PTNT

Ngn hng Ngoi Thng Ngn hng Chu ACB

Ngn hng i Dng
Ngn hng Hng hi
Khc

Ngn hng An Bnh

Ngn hng ANZ

B.

Dnh cho khch hng s dng dch v th ATM

Q3:Anh/ Ch thng s dng th ATM nhm mc ch g? (C th chn nhiu p n)

Rt tin

Thanh ton tin mua hng ha, dch v

Gi tin
Thu chi

Chuyn khon
Khc: .

Q4: Anh/ch vui lng nh gi mc ng ca anh/ch vi cc pht biu sau y

bng cch khoanh trn vo im s tng ng vi thang o nh sau:
1
Hon ton khng
hi lng
TT
I
1.
2.
3.
4.
5.
6
II
7.
8.
9.
10.
11.
III
12.

2
Khng hi lng

3
Bnh thng

4
Hi lng

TIU THC
S TIN CY (RELIABILITY)
Techcombank cung cp tin ch th ATM ng nh
cam kt
Techcombank x l giao dch chnh xc, khng b
sai st
Ngn hng lun gii quyt tha ng khi khch hng
khiu ni, thc mc.
Thng tin c nhn ca khch hng c bo mt nh
ha
Ha n, chng t giao dch, sao k c y , r
rng, chnh xc
Ngn hng lun c nhn vin t vn ti bn hng
dn phc v khch hng
S CM THNG (EMPATHY)
Techcombank c quan tm i vi khch hng v
cht lng dch v th
Nhn vin Techcombankquan tm, hiu r nhu cu
ca khch hng
Techcombank lun c nhiu chng trnh u i th
hin s quan tm ca ngn hng i vi khch hng
Techcombank coi trng li ch ca khch hng
Khch hng ng xp hng s dng dch v ATM
Techcombank vo cc ngy cao im
PHNG TIN HU HNH (TANGIBLES)
Mng li giao dch rng khp

5
Hon ton hi
lng
Mc nh gi
1

1
1

2
2

3
3

4
4

5
5

13.
14.
15.
16.
17.
18

a im t my ATM thun tin

C s vt cht ca Techcombank c trang b hin
i
S sang trng, lch s ti ni giao dch
Dch v th ATM c tch hp nhiu dch v tin ch
khc
Trang b Camera quan st, thit b chng trm ti
phng ATM
Mu m th ATM a dng, p, bt mt

1
1

2
2

3
3

4
4

5
5

1
1

2
2

3
3

4
4

5
5

IV
19.

HIU QU PHC V (RESPONSIVENESS)

H thng ATM ca Techcombanklun hot ng tt
(t xy ra hin tng nut th, my h, my ht
tin,)

20.

Nhn vin Techcombank nhit tnh gii quyt kp

thi phn nh khch hng qua ng dy nng
24/24
Th tc pht hnh th n gin, nhanh gn
Li sut p dng cho th l ph hp
Cc loi ph dch v ATM (hng nm, rt tin,
chuyn tin, thanh ton) ca Techcombank p
dng hp l
Hn mc giao dch l hp l (s ln ti a rt trong
ngy, s tin ti a mi ln rt...)
S M BO (ASSURANCE)
Th ATM ca Techcombank c danh ting c
khch hng tn nhim

1
1
1

2
2
2

3
3
3

4
4
4

5
5
5

Nhn vinTechcombank vui v, lch s, nhn nhn,

nim n vi khch hng
Nhn vinTechcombank c kin thc chuyn
mn x l khiu hi, vng mc
Techcombank lun cung cp thng tin cn thit cho
khch hng
S HI LNG
Anh/ ch hi lng vi cht lng dch v th ATM
ca Techcombank
Trong thi gian ti, anh/ ch vn s tip tc s dng
dch v th ATM ca Techcombank
Anh/ ch s gii thiu dch v th ATM ca ngn
hng cho nhng ngi khc

21.
22.
23.

24
V
25.
26.
27.
28.
VI
29
30
31

III. PHN THNG TIN C NHN

Anh/ Ch vui lng cho bit i cht v bn thn.
Q6. Gii tnh:

1. Nam

2. N

Q7. tui:

1. T 1830 3. T 41 50
2. T 31 40 4. T 5160
Q8. Trnh hc vn ca anh ch?

1. Ph thng

3.Cao ng & i hc

2. Trung cp 4.Sau i hc
Q9. Anh ch s dng dch v th ATM ca Techcombank n nay c bao lu?

1. Di 1 nm

3.T 3 5 nm

2. T 1 3 nm

4.Trn 5 nm

Q10. Mc dng th ATM ngn hng Techcombank ca anh ch ?

1. Thng xuyn

2. 1 tun/ln 3. 23 tun/ln

4. 1 thng/ln

Q11. Theo anh ch nhng gii php no c th nng cao cht lng dch v th
ATM ca Techcombank ?
Gii php:
...............................................................................................................................................
...............................................................................................................................................
...............................................................................................................................................
...............................................................................................................................................
..................................................................................................
Xin chn thnh cm n s hp tc ca qu anh ch !
Knh chc anh ch di do sc khe v thnh cng.

PH LC 3: THNG K M T THANG O
Bng 3.1: Thng k m t thang o
Descriptive Statistics
N

Minimum

Maximum

Mean

Std. Deviation

SUTC1

369

1.0

5.0

4.049

.9016

SUTC2

369

1.0

5.0

3.865

.8282

SUTC3

369

2.0

5.0

4.081

.7793

SUTC4

369

1.0

5.0

4.211

.8202

SUTC5

369

1.0

5.0

3.757

.9495

SUTC6

369

1.0

5.0

3.992

.8231

SUCT1

369

2.0

5.0

3.386

.8549

SUCT2

369

2.0

5.0

3.451

.8740

SUCT3

369

2.0

5.0

4.119

.7884

SUCT4

369

1.0

5.0

3.662

.8901

SUCT5

369

3.0

5.0

3.214

.7410

PTHH1

369

1.0

5.0

3.454

.8201

PTHH2

369

1.0

5.0

3.499

.8398

PTHH3

369

1.0

5.0

3.896

.9427

PTHH4

369

1.0

5.0

4.073

.7615

PTHH5

369

1.0

5.0

4.249

.8488

PTHH6

369

1.0

5.0

3.190

.8320

PTHH7

369

1.0

5.0

4.087

.9487

HQPV1

369

1.0

5.0

3.098

.8139

HQPV2

369

1.0

5.0

4.271

.9009

HQPV3

369

1.0

5.0

4.052

.7936

HQPV4

369

2.0

5.0

3.544

.7965

HQPV5

369

3.0

5.0

4.060

.6972

HQPV6

369

3.0

5.0

4.001

.6894

SUB1

369

3.0

5.0

4.274

.7097

SUB2

369

2.0

5.0

4.312

.7320

SUB3

369

2.0

5.0

4.114

.7892

SUB4

369

3.0

5.0

3.511

.7437

HL1

369

3.0

5.0

4.377

.7122

HL2

369

3.0

5.0

4.252

.6907

HL3

369

1.0

5.0

4.089

.9384

Valid N (listwise)

369

PH LC 4: PHN TCH H S CRONBACHS ALPHA

Ph lc 3.1: Phn tch h s Cronbacks Alpha cc bin quan st ca thnh phn S tin cy

ase Processing Summary

ases

alid

69

00.0

xcluded

otal

69

00.0

. Listwise deletion based on all variables in the

procedure.

eliability Statistics

ronbach's Alpha

of Items

744

Item-Total Statistics

cale Mean if Item

cale Variance if

orrected Item-

ronbach's Alpha

Deleted

Item Deleted

Total Correlation

if Item Deleted

UTC1

0.585

.401

473

710

UTC2

0.569

.534

509

700

UTC3

0.444

.568

498

703

UTC4

0.553

.422

544

690

UTC5

0.577

.359

441

720

UTC6

0.442

.894

430

721

Ph lc 3.2: Phn tch h s Cronbacks Alpha cc bin quan st ca thnh phn S cm

thng

ase Processing Summary

ases

alid

69

00.0

xcluded

otal

69

00.0

. Listwise deletion based on all variables in the

procedure.

eliability Statistics

ronbach's Alpha

of Items

716

Item-Total Statistics

cale Mean if Item

cale Variance if

orrected Item-

ronbach's Alpha

Deleted

Item Deleted

Total Correlation

if Item Deleted

UCT1

6.347

.950

340

722

UCT2

6.382

.992

314

734

UCT3

6.214

.218

627

609

UCT4

6.271

.182

524

647

UCT5

6.119

.410

621

616

Ph lc 3.3: Phn tch h s Cronbacks Alpha cc bin quan st ca thnh phn Phng
tin hu hnh

ase Processing Summary

ases

alid

69

00.0

xcluded

otal

69

00.0

. Listwise deletion based on all variables in the

procedure.

eliability Statistics

ronbach's Alpha

of Items

799

Item-Total Statistics

cale Mean if Item

cale Variance if

orrected Item-

ronbach's Alpha

Deleted

Item Deleted

Total Correlation

if Item Deleted

THH1

4.691

3.317

396

796

THH2

4.751

3.182

405

795

THH3

4.740

1.253

667

745

THH4

4.583

3.010

504

778

THH5

4.764

2.898

450

787

THH6

4.623

2.100

616

757

THH7

4.726

1.194

672

743

Ph lc 3.4: Phn tch h s Cronbacks Alpha cc bin quan st ca thnh phn Hiu qu
phc v

ase Processing Summary

ases

alid

69

00.0

xcluded

otal

69

00.0

. Listwise deletion based on all variables in the

procedure.

eliability Statistics

ronbach's Alpha

of Items

796

Item-Total Statistics

cale Mean if Item

cale Variance if

orrected Item-

ronbach's Alpha

Deleted

Item Deleted

Total Correlation

if Item Deleted

QPV1

0.916

.463

645

741

QPV2

0.986

.372

575

760

QPV3

0.916

.599

632

745

QPV4

0.862

.261

459

786

QPV5

0.775

.528

486

779

QPV6

0.775

.457

514

773

Ph lc 3.4: Phn tch h s Cronbacks Alpha cc bin quan st ca thnh phn S m

bo

ase Processing Summary

ases

alid

69

00.0

xcluded

otal

69

00.0

. Listwise deletion based on all variables in the

procedure.

eliability Statistics

ronbach's Alpha

of Items

672

Item-Total Statistics

cale Mean if Item

cale Variance if

orrected Item-

ronbach's Alpha

Deleted

Item Deleted

Total Correlation

if Item Deleted

UB1

2.637

.862

459

603

UB2

2.593

.780

456

604

UB3

2.791

.666

442

614

UB4

2.694

.746

458

602

Ph lc 3.4: Phn tch h s Cronbacks Alpha cc bin quan st ca bin ph thuc Hi

Lng

ase Processing Summary

ases

alid

69

00.0

xcluded

otal

69

00.0

. Listwise deletion based on all variables in the

procedure.

eliability Statistics

ronbach's Alpha

of Items

849

Item-Total Statistics

cale Mean if Item

cale Variance if

orrected Item-

ronbach's Alpha

Deleted

Item Deleted

Total Correlation

if Item Deleted

L1

.341

.160

778

743

L2

.466

.163

815

717

L3

.629

.837

620

929

PH LC 5: PHN TCH EFA

Bng 5.1: Kim nh EFA i vi cc bin thnh phn
KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy.
Bartlett's Test of Sphericity

Approx. Chi-Square

19033.359

df

378

Sig.

.000

Communalities
Initial

.838

Extraction

SUTC1

1.000

.943

SUTC2

1.000

.900

SUTC3

1.000

.884

SUTC4

1.000

.922

SUTC5

1.000

.909

SUTC6

1.000

.902

PTHH1

1.000

.957

PTHH2

1.000

.900

PTHH3

1.000

.877

PTHH4

1.000

.873

PTHH5

1.000

.839

PTHH6

1.000

.747

PTHH7

1.000

.837

SUCT1

1.000

.882

SUCT2

1.000

.911

SUCT3

1.000

.863

SUCT4

1.000

.915

SUCT5

1.000

.931

SUB1

1.000

.750

SUB2

1.000

.678

SUB3

1.000

.886

SUB4

1.000

.883

HQPV1

1.000

.967

HQPV2

1.000

.931

HQPV3

1.000

.945

HQPV4

1.000

.934

HQPV5

1.000

.921

HQPV6

1.000

.875

Extraction Method: Principal

Component Analysis.
Total Variance Explained
Extraction Sums of Squared

Rotation Sums of Squared

Loadings

Loadings

Initial Eigenvalues
% of

Cumulative

Variance

Total

% of

Cumulative

Variance

Total

% of

Cumulative

Variance

Component

Total

9.593

34.260

34.260

9.593

34.260

34.260

6.142

21.936

21.936

5.743

20.512

54.772

5.743

20.512

54.772

5.638

20.136

42.072

5.371

19.183

73.955

5.371

19.183

73.955

5.452

19.471

61.543

2.364

8.441

82.396

2.364

8.441

82.396

4.483

16.011

77.554

1.692

6.045

88.440

1.692

6.045

88.440

3.048

10.886

88.440

.567

2.026

90.466

.447

1.595

92.062

.329

1.174

93.236

.302

1.080

94.316

10

.241

.861

95.176

11

.204

.729

95.906

12

.183

.653

96.559

13

.172

.614

97.173

14

.143

.510

97.683

15

.136

.484

98.167

16

.114

.406

98.573

17

.077

.274

98.846

18

.062

.221

99.067

19

.049

.175

99.242

20

.042

.150

99.392

21

.039

.139

99.531

22

.029

.102

99.634

23

.026

.092

99.726

24

.024

.086

99.812

25

.022

.080

99.891

26

.015

.055

99.946

27

.012

.044

99.990

28

.003

.010

100.000

Extraction Method: Principal Component Analysis.

Component Matrix

Component
1

PTHH1

.899

PTHH2

.877

PTHH4

.877

PTHH3

.865

PTHH7

.851

PTHH5

.817

PTHH6

.810

SUCT4

.776

-.518

SUCT5

.773

-.537

SUCT2

.763

-.541

SUCT1

.735

-.535

SUCT3

.733

-.516

SUB1

.690

SUB2

.603

HQPV1

.946

HQPV3

.934

HQPV2

.932

HQPV4

.928

HQPV5

.928

HQPV6

.903

SUTC5

.913

SUTC6

.912

SUTC1

.911

SUTC2

.911

SUTC3

.905

SUTC4

.888

SUB4

.541

.601

SUB3

.558

.592

Extraction Method: Principal Component Analysis.

a. 5 components extracted.

Rotated Component Matrixa

Component
1

PTHH1

.926

PTHH2

.895

PTHH5

.883

PTHH3

.883

PTHH4

.849

PTHH7

.801

PTHH6

.801

HQPV1

.979

HQPV3

.968

HQPV4

.966

HQPV2

.964

HQPV5

.958

HQPV6

.934

SUTC1

.968

SUTC4

.955

SUTC5

.952

SUTC6

.948

SUTC2

.947

SUTC3

.939

SUCT5

.903

SUCT2

.891

SUCT4

.888

SUCT1

.881

SUCT3

.874

SUB4

.910

SUB3

.909

SUB2

.710

SUB1

.701

Extraction Method: Principal Component Analysis.

Rotation Method: Varimax with Kaiser Normalization.
a. Rotation converged in 6 iterations.

Bng 5.2: Kim nh EFA i vi nhn t ph thuc HI LNG

KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy.
Bartlett's Test of Sphericity

.670

Approx. Chi-Square

691.930

df

Sig.

.000

Communalities
Initial

Extraction

HL1

1.000

.855

HL2

1.000

.881

HL3

1.000

.650

Extraction Method: Principal

Component Analysis.

Total Variance Explained

Initial Eigenvalues
Component

Total

% of Variance

Extraction Sums of Squared Loadings

Cumulative %

2.386

79.528

79.528

.483

16.100

95.629

.131

4.371

100.000

Extraction Method: Principal Component Analysis.

Component Matrix

Component
1
HL1

.925

HL2

.939

HL3

.806

Extraction Method:
Principal Component
Analysis.
a. 1 components
extracted.

Total
2.386

% of Variance
79.528

Cumulative %
79.528

PH LC 6: PHN TCH TNG QUAN H S PEARSON

Correlations
F-SUTC
F-SUTC

Pearson Correlation

F-PTHH
1

Sig. (2-tailed)
N
F-PTHH

F-SUCT

F-SUB

F-HQPV

F-HL

369

F-SUCT

F-SUB

F-HQPV

F-HL

.066

.113

.045

.079

.208

.030

.388

.132

.000

369

369

369

369

369

**

**

.110

.421**

Pearson Correlation

.066

Sig. (2-tailed)

.208

369

369

**

.349

.000

.000

.035

.000

369

369

369

369

**

.078

.000

.137

.000

.113

Sig. (2-tailed)

.030

.000

369

369

369

369

369

369

Pearson Correlation

.045

**

**

-.027

.389**

Sig. (2-tailed)

.388

.000

.000

.606

.000

369

369

369

369

369

369

Pearson Correlation

.079

.110

.078

-.027

Sig. (2-tailed)

.132

.035

.137

.606

369

369

369

369

369

369

**

**

**

**

**

.448

.349

.421

.270

.388

.270

**

Pearson Correlation

Pearson Correlation

.479

.479

**

.448

.389

.578

.000

.000

.000

.000

.001

369

369

369

369

369

**. Correlation is significant at the 0.01 level (2-tailed).

**

.578

.001

Sig. (2-tailed)

*. Correlation is significant at the 0.05 level (2-tailed).

.388

369

PH LC 7: PHN TCH HI QUY

b

Model Summary
Adjusted R
Std. Error of the
Model
R
R Square
Square
Estimate
1
.881a
.776
.772
.223227664744436
a. Predictors: (Constant), F-HQPV, F-SUTC, F-SUCT, F-SUB, F-PTHH
b. Dependent Variable: F-HL

Model
1

Sum of Squares
157.544
18.089

Regression
Residual
Total

ANOVAa
df
5
364

175.632

Mean Square
31.509
.050

Durbin-Watson
1.350

F
632.317

Sig.
b
.000

369

a. Dependent Variable: F-HL

b. Predictors: (Constant), F-HQPV, F-SUTC, F-SUCT, F-SUB, F-PTHH
a

Coefficients

Unstandardized Coefficients
Model
1

(Constant)

B
.120

Std. Error
.319

F-SUTC

.217

.050

F-PTHH

.472

F-SUCT

Standardized
Coefficients

Collinearity Statistics

Beta

t
.375

Sig.
.708

Tolerance

VIF

.292

4.328

.000

.982

1.018

.057

.549

4.774

.000

.712

1.405

.284

.047

.398

3.909

.000

.752

1.331

F-SUB

.134

.045

.143

3.013

.003

.861

1.161

F-HQPV

.159

.051

.140

3.151

.002

.980

1.020

a. Dependent Variable: F-HL

Collinearity Diagnosticsa

Model Dimension
1
1

Eigenvalue
5.871

Variance Proportions
Condition
Index
(Constant) F-SUTC F-PTHH F-SUCT F-SUB F-HQPV
1.000
.00
.00
.00
.00
.00
.00

.045

11.454

.00

.05

.02

.06

.28

.37

.031

13.855

.00

.01

.03

.49

.52

.02

.029

14.113

.00

.61

.01

.01

.03

.37

.016

19.207

.01

.01

.80

.44

.12

.06

.009

26.273

.98

.33

.15

.00

.05

.17

a. Dependent Variable: F-HL