B GIO DC V O TO

TRNG I HC KINH T THNH PH H CH MINH

NNG CAO S HI LNG CA KHCH HNG TI

NGN HNG U T V PHT TRIN VIT NAMCHI NHNH THNH PH H CH MINH

LUN VN THC S KINH T

Thnh Ph H Ch Minh - Nm 2008

B GIO DC V O TO
TRNG I HC KINH T THNH PH H CH MINH

NNG CAO S HI LNG CA KHCH HNG TI

NGN HNG U T V PHT TRIN VIT NAM
- CHI NHNH THNH PH H CH MINH
Chuyn ngnh : Ti chnh - Ngn hng
M s
: 60.31.12

LUN VN THC S KINH T

Thnh Ph H Ch Minh - Nm 2008

DANH MC CC CH VIT TT
1. ATM (Automatic Teller Machine): My rt tin t ng
2. BIDV (Bank for Invesment and Development of Vietnam): Ngn hng u
T v Pht Trin Vit Nam
3. NHTM: Ngn Hng Thng Mi
4. POS (Point of sale terminal, Veriphone): My cp php t ng
5. TPHCM: Thnh ph H Ch Minh
6. WTO (The World Trade Organization): T chc thng mi th gii

DANH MC HNH V, BIU V BNG BIU

HNH V, BIU
Hnh 1.1 : M hnh ch s hi lng khch hng ca M
Hnh 1.2 : M hnh ch s hi lng khch hng ca cc quc gia Chu u
Hnh 1.3 : M hnh l thuyt v ch s hi lng khch hng ca cc ngn hng
Hnh 2.1 : S t chc BIDV Chi Nhnh TPHCM
Hnh 2.2 : Biu hot ng cho vay giai on 2001-2007
Hnh 2.3 : Biu hot ng huy ng vn giai on 2001-2007
Hnh 3.1 : Biu thi gian khch hng s dng dch v ti BIDV
BNG BIU
Bng 2.1 : Kt qu kinh doanh theo tng khi
Bng 2.2 : Kt qu kinh doanh theo tng loi hnh dch v
Bng 3.1 : Tng hp cc thang o c m ha
Bng 3.2 : Thng k m t thi gian s dng dch v ca khch hng
Bng 3.3 : Thng k m t s lng sn phm dch v doanh nghip s dng
Bng 3.4 : Thng k m t s lng ngn hng doanh nghip giao dch
Bng 3.5 : Thng k m t nh gi v duy tr giao dch ca doanh nghip
Bng 3.6 : Thng k m t cc yu t nh gi mc hi lng
Bng 3.7 : Kt qu phn tch tng quan v thi gian s dng, s lng s dng v vic
doanh nghip xem BIDV l ngn hng chnh
Bng 3.8 : Kt qu phn tch tng quan v s lng ngn hng giao dch v vic
doanh nghip xem BIDV l ngn hng chnh
Bng 3.9 : Kt qu phn tch tng quan gia cc bin
Bng 3.10 : Kt qu phn tch hi quy
Bng 3.11 : Kt qu kim nh tin cy ca thang o
Bng 3.12 : Kt qu kim nh hin tng a cng tuyn ca hm hi quy
Bng 3.13 : Kt qu kim nh Anova

-1-

MC LC

LI M U ... ................................................................................................................................................. - 4 CHNG 1 - C S L LUN V M HNH NGHIN CU... ........................................................... - 7 1.1 NHTM v sn phm dch v ngn hng... ................................................................................................ - 7 1.1.1 Khi nim NHTM ... ........................................................................................................................ . - 7 1.1.2 Sn phm dch v ngn hng... ......................................................................................................... - 8 1.1.2.1 Khi nim sn phm dch v ngn hng... ............................................................................. .. - 8 1.1.2.2 Phn loi sn phm dch v ngn hng... ................................................................................ . - 8 1.2 S hi lng ca khch hng v cc nhn t quyt nh......................................................................... - 15 1.2.1 Khi nim... ..................................................................................................................................... - 15 1.2.2 Phn loi s hi lng ca khch hng... ......................................................................................... - 16 1.2.3 Cc nhn t quyt nh s hi lng ca khch hng... ................................................................... - 17 1.2.3.1 Cht lng dch v ... .............................................................................................................. - 17 1.2.3.2 Gi c dch v... ...................................................................................................................... - 20 1.2.3.3 Vic duy tr khch hng... ....................................................................................................... - 22 1.3 M hnh nghin cu s hi lng ca khch hng ... .............................................................................. - 22 1.3.1 M hnh cht lng dch v SERVQUAL ... ................................................................................. - 22 1.3.1.1 S tin cy................................................................................................................................. - 23 1.3.1.2 Hiu qu phc v... ................................................................................................................. - 23 1.3.1.3 S hu hnh ... ......................................................................................................................... - 23 1.3.1.4 S m bo.............................................................................................................................. - 24 1.3.1.5 S cm thng... ....................................................................................................................... - 24 1.3.2 M hnh ch s hi lng ca khch hng (CSI Model)... ............................................................... - 25 1.3.2.1 Ch s hi lng ca khch hng (CSI) ... ................................................................................ - 25 1.3.2.2 Mt s m hnh ch s hi lng khch hng .......................................................................... - 25 KT LUN CHNG 1 ... ............................................................................................................................ - 30 CHNG 2 - THC TRNG KINH DOANH CA BIDV CHI NHNH TPHCM...-312.1 Vi nt v BIDV Chi Nhnh TPHCM... .................................................................................................. - 31 2.2 Cc sn phm dch v in hnh ca BIDV Chi Nhnh TPHCM... ....................................................... - 33 2.2.1 Sn phm qun l tin ... ................................................................................................................. - 33 2.2.1.1 Chuyn tin trong nc ... ...................................................................................................... - 33 2.2.1.2 Thanh ton ha n ... ............................................................................................................ - 33 2.2.1.3 Thanh ton lng t ng ... .................................................................................................. - 33 2.3.1.4 Thu chi h tin mt... .............................................................................................................. - 34 2.2.2 Sn phm tn dng... ....................................................................................................................... - 34 2.2.2.1 Cho vay ngn hn... ................................................................................................................ - 34 2.2.2.2 Cho vay trung di hn... .......................................................................................................... - 34 2.2.2.3 Dch v bo lnh... .................................................................................................................. - 34 2.2.3 Dch v thanh ton quc t... .......................................................................................................... - 35 2.2.3.1 Chuyn tin ra nc ngoi (TTR)... ....................................................................................... - 35 2.2.3.2 Th tn dng (L/C) ... .............................................................................................................. - 35 2.2.3.3 Nh thu chng t (D/A, D/P) ... ............................................................................................. - 36 2.2.4 Sn phm kinh doanh ngoi hi ... ................................................................................................. - 36 2.2.4.1 Giao dch giao ngay... ............................................................................................................. - 36 2.2.4.2 Giao dch k hn... .................................................................................................................. - 36 2.2.4.3 Giao dch hon i... ............................................................................................................... - 37 2.2.4.4 Giao dch quyn chn... .......................................................................................................... - 37 -

-2-

2.2.4.5 Dch v kinh doanh hp ng tng lai hng ha... .............................................................. - 37 2.2.5 Dch v ngn hng hin i... ......................................................................................................... - 37 2.2.5.1 Phonebanking ... ...................................................................................................................... - 37 2.2.5.2 Mobilebanking... ..................................................................................................................... - 38 2.2.5.3 Homebanking ... ...................................................................................................................... - 38 2.2.5.4 Internetbanking... .................................................................................................................... - 38 2.3 Thc trng kinh doanh ca BIDV Chi Nhnh TPHCM.......-402.3.1 Hot ng tn dng.......................................................................................................................... - 38 2.3.2 Hot ng huy ng vn ................................................................................................................ - 40 2.3.3 Hot ng phi tn dng... ................................................................................................................ - 41 2.3.4 Tn ti v nguyn nhn .................................................................................................................. - 46 KT LUN CHNG 2 ... ............................................................................................................................ - 48 CHNG 3 - KHO ST S HI LNG CA KHCH HNG TI BIDV CHI NHNH TPHCM
.. - 49 3.1 M hnh kho st... .................................................................................................................................. - 49 3.2 Quy trnh kho st... ................................................................................................................................ - 49 3.3 Kt qu kho st...................................................................................................................................... - 53 3.3.1 Phn tch m hnh... ........................................................................................................................ - 53 3.3.1.1 Phn tch m t........................................................................................................................ - 53 3.3.1.2 Phn tch tng quan v hi quy ... ........................................................................................ - 57 3.3.2 Kim nh m hnh... ...................................................................................................................... - 61 3.3.2.1 Kim nh tin cy ca thang o... ...................................................................................... - 61 3.3.2.2 Kim nh hin tng a cng tuyn ca ng hi quy... ................................................... - 62 3.3.2.3 Kim nh Anova... ................................................................................................................. - 63 3.3.3 Nhn xt v v s hi lng ca khch hng... ................................................................................ - 64 3.3.3.1 Mong i ca khch hng....................................................................................................... - 64 3.3.3.2 Mc hi lng ca khch hng... ......................................................................................... - 65 3.3.3.3 Vic duy tr khch hng... ....................................................................................................... - 65 3.4 Hn ch ca kho st... ........................................................................................................................... - 66 KT LUN CHNG 3 ... ............................................................................................................................ - 67 CHNG 4 - GII PHP NNG CAO S HI LNG CA KHCH HNG TI BIDV CHI
NHNH TPHCM............................................................................................................................................. - 68 4.1 nh hng pht trin dch v ca BIDV Chi Nhnh TPHCM giai on 2008-2010 ......................... - 68 4.2 Gii php nng cao s hi lng ca khch hng................................................................................... - 68 4.2.1 Nng cao cht lng dch v... ....................................................................................................... - 69 4.2.2 m bo tnh cnh tranh v gi... ................................................................................................... - 71 4.2.3 Pht trin ngun nhn lc... ............................................................................................................ - 72 4.2.4 Xy dng mi trng lm vic chuyn nghip ... .......................................................................... - 73 4.2.5 Pht trin hp tc v nng cao v th cnh tranh ... ........................................................................ - 73 4.2.6 Cng c hnh nh tt p ca ngn hng trong lng khch hng... ............................................... - 74 4.3 Kin ngh i vi BIDV Hi s ... ........................................................................................................... - 74 4.3.1 V ngun vn - huy ng vn ... .................................................................................................... - 75 4.3.2 Pht trin mnh dch v v khai thc cc sn phm dch v khc bit c li th.......................... - 75 4.3.3 Cng ngh thng tin v cc ng dng cng ngh vo cc sn phm dch v... ............................ - 76 4.3.4 Pht trin mng li... ..................................................................................................................... - 77 4.3.5 Ngun nhn lc... ............................................................................................................................ - 77 4.3.6 Cng tc qun tr iu hnh... ......................................................................................................... - 77 -

-3-

KT LUN CHNG 4 ... ............................................................................................................................ - 78 KT LUN... .................................................................................................................................................... - 79 TI LIU THAM KHO... ............................................................................................................................ - 80 PH LC ... ................................................................................................................................................ .. .-81-

-4-

LI M U
1. L do la chn ti:
Trong mi trng cnh tranh hin nay, khch hng l nhn t quyt nh s tn
ti ca ngn hng. Ngn hng no dnh c mi quan tm v s trung thnh ca
khch hng, ngn hng s thng li v pht trin. Chin lc kinh doanh hng
n khch hng ang tr thnh chin lc quan trng hng u ca cc ngn hng.
Lm th no em n cho khch hng s hi lng tt nht lun l vn m cc
ngn hng c gng thc hin vi tt c kh nng ca mnh. V vy, nghin cu s
hi lng ca khch hng i vi ngn hng l mt cng vic quan trng phi thc
hin thng xuyn v lin tc c th p ng kp thi nhu cu ca h. T ,
chng ta c th phc v khch hng tt hn, lm cho h lun c tha mn khi s
dng cc sn phm dch v ca ngn hng. ti Nng cao s hi lng ca khch
hng ti Ngn hng u T v Pht Trin Vit Nam - Chi Nhnh TPHCM c
thc hin khng ngoi mc ch trn v rt mong nhn c nhiu kin ng gp
vn nghin cu c hon thin hn.
2. i tng v phm vi nghin cu:
+ i tng nghin cu: nhm khch hng doanh nghip v khch hng c nhn.
Cc t chc ti chnh, tn dng khng l i tng nghin cu ca bi vit.
C s la chn i tng nghin cu:
i vi cc NHTM quc doanh, i tng phc v ca h l cc doanh nghip nh
nc, doanh nghip t nhn, cng ty lin doanh, cng ty c vn u t nc ngoi,
cng ty trch nhim hu hn v cc c nhn. iu ny cng khng ngoi l i vi
BIDV. Trong giai on u pht trin, BIDV hng n khch hng ch o ca
mnh l cc doanh nghip, nht l doanh nghip nh nc.
Th nht, y l nhm khch hng bit r tim lc ti chnh, cht lng phc v
cng nh danh ting ca BIDV nn h d dng chn BIDV l i tc h tr tch cc
cho mnh trong cc dch v ti chnh. Th hai, v cc doanh nghip c nhu cu rt
ln v h tr ti chnh nn h l nhm khch hng giao dch thng xuyn vi ngn
hng. Do , khi trin khai cc dch v cho nhm khch hng doanh nghip th tnh

-5-

kh thi s cao v quy m cng ng k, ng thi nhm khch hng doanh nghip cng
em n nhiu li nhun cho ngn hng xut pht t tn sut giao dch nhiu v u
n. Th ba, mt s doanh nghip nh nc trc thuc cc tng cng ty l khch hng
truyn thng ca BIDV nn BIDV s thu hiu cc doanh nghip ny nhiu hn v h
d dng cp hn mc tn dng cho nhng doanh nghip ny hn cc NHTM c phn
khc.
Trong nhng nm gn y, vi s pht trin mnh m ca th trng bn l y tim
nng, BIDV m rng phm vi hot ng ca mnh sang lnh vc khch hng l
nn lun vn cng nghin cu n nhm khch hng c nhn. Tuy nhin, vi s ng
gp tch cc vo s pht trin ca ngn hng (ng gp trn 2/3 li nhun ca ngn
hng) th khch hng doanh nghip vn l nhm khch hng ch o v ng thi
cng l nhm khch hng truyn thng ca ngn hng t trc n nay. V vy, lun vn
s tp trung ch yu vo nhm khch hng doanh nghip, vn giao dch vi ngn
hng trong nhiu nm qua tm hiu v nhu cu ca khch hng v cm nhn ca h
v sn phm dch v ngn hng.
+ Phm vi nghin cu: cc khch hng l doanh nghip, c nhn v ang s dng
cc sn phm dch v ca BIDV Chi Nhnh TPHCM.
3. Phng php nghin cu:
Phng php kho st thc t: qua qu trnh hn ba nm cng tc ti BIDV b
phn dch v khch hng, tc gi tip xc v cung cp sn phm dch v ca
BIDV n khch hng. T , tc gi nm bt c thc trng h thng dch v
BIDV ang cung cp cho khch hng cng nh tm hiu v nhu cu ca khch hng v
xu hng pht trin cht lng dch v ca ngn hng trong thi gian ti tng bc
nng cao s hi lng ca khch hng hn na.
Phng php iu tra: lun vn s dng phng php iu tra chn mu thng qua
bng cu hi kho st. Da trn s liu thu thp c t bng cu hi kho st, tc gi s
phn tch d liu vi SPSS.
Ngoi ra, lun vn cn s dng phng php thng k, tng hp v so snh c
kt lun chnh xc hn v vn nghin cu.

-6-

4. ngha thc tin ca ti:

ti nghin cu xc nh cc yu t tc ng n mc hi lng ca
khch hng, nh gi mt cch khch quan nhu cu khch hng cng nh cht
lng dch v ngn hng. T , ngn hng s c nhng ci thin thch hp
nhm nng cao hiu qu hot ng ca ngn hng v gip cho khch hng lun cm
thy hi lng mi khi tm n ngn hng.
5. Kt cu lun vn:
Lun vn c chia thnh 4 chng vi ni dung c th nh sau:
Chng 1: C s l lun v m hnh nghin cu
Chng 2: Thc trng kinh doanh ca BIDV Chi Nhnh TPHCM
Chng 3: Kho st s hi lng ca khch hng ti BIDV Chi Nhnh TPHCM
Chng 4: Gii php nng cao s hi lng ca khch hng ti BIDV Chi Nhnh
TPHCM

-7-

CHNG 1 - C S L LUN V M HNH NGHIN CU

1.1 NHTM v sn phm dch v ngn hng
1.1.1 Khi nim NHTM
NHTM trc tin l mt t chc trung gian ti chnh thc hin cc chc
nng trung gian gia hai hay nhiu bn trong mt hot ng ti chnh nht nh.
Ni cch khc, trung gian ti chnh l mt t chc h tr cc knh lun chuyn
vn gia ngi cho vay v ngi i vay theo phng thc gin tip. Ngy nay,
t chc trung gian ti chnh ny bao gm: NHTM; t chc cng cng, hip hi;
t chc tn dng nghip on; n v t vn ti chnh v mi gii; cc cng ty
bo him; qu tng h; qu hu tr... NHTM c th nh ngha n gin l t
chc hot ng kinh doanh cung cp cc sn phm, dch v ngn hng tm
kim li nhun.
Vy c th ni NHTM l loi hnh t chc ti chnh cung cp mt danh mc
v dch v ti chnh a dng nht - c bit l tn dng, tit kim v dch v
thanh ton - v thc hin nhiu chc nng ti chnh nht so vi bt k mt t
chc trung gian ti chnh no trong nn kinh t. Tng ti sn ca mt ngn hng
c th ln n 1000 t USD. in hnh l Citigroup, nm 2007, tng ti sn
1264 t USD vi trn 4000 chi nhnh ti 100 quc gia, qun l 200 triu ti
khon khch hng, mi ngy thu li nhun 49 triu USD. S a dng trong cc
dch v v chc nng ca ngn hng dn n vic chng c gi l cc Bch
ha ti chnh (Financial department stores) v ngi ta bt u thy xut hin
cc khu hiu qung co tng t nh: Ngn hng ca bn-Mt t chc ti
chnh cung cp y dch v (Your Bank-A full service Financial Institution).
NHTM c lch s pht trin vi chc th k v pht trin qua nhiu hnh
thi, theo xu th ngy cng m rng. S m rng th hin lng dch v, quy m
dch v v s lan rng vt ra ngoi mi bin gii a l. Ngy nay, theo quy m
dch v v lng dch v cung cp, NHTM c phn loi thnh ngn hng bn l
v ngn hng bn bun:

-8-

Ngn hng bn l ch nhng h thng ngn hng c nhiu chi nhnh m

i tng phc v thng l cc khch hng c nhn, t chc c quy m hot

ng nh, n l v tp trung vo cc dch v tit kim, to ti khon giao dch,
thanh ton, th chp, cho vay c nhn, cc loi th tn dng
Ngn hng bn bun ch nhng ngn hng chuyn cung cp dch v

ngn hng cho cc doanh nghip, lm vai tr trung gian ti chnh cho cc doanh
nghip.
1.1.2 Sn phm dch v ngn hng
1.1.2.1 Khi nim sn phm dch v ngn hng
Sn phm dch v ngn hng c hiu l cc dch v ti chnh m ngn hng
cung cp cho khch hng nhm p ng nhu cu kinh doanh, sinh li, sinh hot cuc
sng, ct tr ti sn Qua , ngn hng thu chnh lch li sut, t gi hay thu ph
t cc sn phm dch v ny. Trong xu hng pht trin hin nay, ngn hng c
coi nh mt siu th dch v vi hng trm, thm ch hng nghn dch v khc nhau
ty theo cch phn loi v ty theo trnh pht trin ca ngn hng. C hai khi
nim dch v ngn hng:

Quan im th nht cho rng, cc hot ng sinh li ca ngn hng

ngoi hot ng cho vay th c gi l hot ng dch v. S phn nh nh vy

cho php ngn hng thc thi chin lc tp trung a dng ha, pht trin v nng cao
hiu qu ca cc hot ng phi tn dng.

Cn quan im th hai th cho rng, tt c cc hot ng kinh doanh ca

mt ngn hng u c coi l hot ng dch v, bao gm c hot ng tn

dng. Trong phn t cc ngnh ca nn kinh t th ngnh ngn hng thuc lnh
vc dch v; v th, c th xem hot ng cho vay l mt hot ng dch v ca
ngn hng.
ti tip cn theo quan im th hai ngha l dch v ngn hng bao gm c
dch v rng v hot ng tn dng.
1.1.2.2 Phn loi sn phm dch v ngn hng

-9-

Vi mc tiu tm kim li nhun, ngn hng cung cp nhiu loi sn phm

dch v khc nhau p ng nhu cu khch hng, t nhng dch v truyn
thng n nhng dch v ngn hng hin i.
1.1.2.2.1 Cc sn phm dch v truyn thng
D pht trin mc no i na, cc sn phm dch v truyn thng vn l
nhng sn phm dch v khng th thiu ca cc ngn hng.
Trao i tin
Lch s cho thy rng mt trong nhng dch v ngn hng u tin c thc
hin l trao i tin - mt ngn hng ng ra mua, bn mt loi tin ny i ly
mt loi tin khc v hng ph dch v. S trao i l rt quan trng i vi
khch du lch v h s cm thy thun tin v thoi mi hn khi c trong tay bn t
ca quc gia hay thnh ph h n. Trong th trng ti chnh ngy nay, mua bn
ngoi t thng ch do cc ngn hng c nng lc v vn v chuyn mn thc
hin; bi v, nhng giao dch nh vy c mc ri ro cao, ng thi yu cu phi
c trnh chuyn mn cao.
Chit khu thng phiu v cho vay
T vi chc th k trc, NHTM chit khu thng phiu m thc t l
cho vay i vi cc doanh nhn a phng - nhng ngi bn cc khon n
(khon phi thu) cho ngn hng ly tin mt. l bc chuyn tip t chit
khu thng phiu sang cho vay trc tip i vi cc doanh nghip, gip h c
vn mua hng d tr hoc xy dng vn phng v thit b sn xut
Nhn tin gi v cung cp cc ti khon giao dch
thc hin cc giao dch ti chnh, NHTM phi huy ng ngun vn. Mt
trong nhng ngun vn quan trng l cc khon tin gi tit kim ca khch
hng. Khch hng gi tin ti ngn hng va nhn c tin li va trnh c
mt cp do lu gi tin mt. Cuc cch mng cng nghip Chu u v Chu
M nh du s ra i nhng hot ng v dch v ngn hng mi. Mt dch
v mi, quan trng nht c pht trin trong thi k ny l ti khon tin gi
giao dch (demand deposit) - mt ti khon tin gi cho php ngi gi tin vit

- 10 -

sc thanh ton tin mua hng ha v dch v. Vic a ra loi ti khon tin gi
ny c xem l mt trong nhng bc i quan trng nht trong cng nghip
ngn hng; bi v, n ci thin ng k hiu qu ca qu trnh thanh ton, lm
cho cc giao dch kinh doanh tr nn d dng hn, nhanh chng hn v an ton
hn.
Ti tr cc hot ng ca Chnh ph
Trong thi k Trung C v vo nhng nm u cch mng cng nghip, kh
nng huy ng v cho vay vi khi lng ln ca ngn hng tr thnh trng
tm ch ca cc chnh ph u - M. Thng thng, ngn hng c cp giy
php thnh lp vi iu kin l h phi mua tri phiu chnh ph theo mt t l
nht nh trn tng lng tin gi m ngn hng huy ng c. V d, cc
ngn hng cam kt cho chnh ph M vay trong thi k chin tranh. Bank of
North America c quc hi cho php thnh lp nm 1781, ngn hng ny
c thnh lp ti tr cho cuc u tranh xa b s h ca nc Anh v
a M tr thnh quc gia c ch quyn. Cng nh vy, trong thi k ni chin,
quc hi lp ra mt h thng ngn hng lin bang mi, chp nhn cc ngn
hng quc gia mi tiu bang min l cc ngn hng ny phi lp qu phc v
chin tranh.
Cung cp dch v y thc
T nhiu nm nay, cc ngn hng thc hin vic qun l ti sn v qun l
hot ng ti chnh cho c nhn v doanh nghip thng mi. Theo , ngn hng s
thu ph trn c s gi tr ca ti sn hay quy m ti sn m h qun l. Chc nng
qun l ti sn ny c gi l dch v y thc (trust service). Hu ht cc ngn
hng u cung cp c hai loi: dch v y thc thng thng cho c nhn, h gia nh
v y thc thng mi cho cc doanh nghip.
1.1.2.2.2 Cc dch v ngn hng hin i
Nhu cu x hi ngy cng cao, bn cnh cc sn phm dch v truyn
thng, ngn hng ang cung cp nhiu sn phm dch v hn nh:
Cho vay tiu dng

- 11 -

Trong lch s, hu ht cc ngn hng khng tch cc cho vay i vi c nhn

v h gia nh bi v h tin rng cc khon cho vay tiu dng ni chung c quy
m rt nh vi ri ro v n tng i cao; do , lm cho chng tr nn c mc
sinh li thp. u th k 20, cc ngn hng bt u da vo tin gi ca khch
hng ti tr cho nhng mn vay thng mi ln. Vi s cnh tranh khc lit,
cc ngn hng hng ti ngi tiu dng nh l mt khch hng trung thnh
tim nng. Sau chin tranh th gii th hai, tn dng tiu dng tr thnh mt
trong nhng loi hnh tn dng c mc tng trng nhanh nht. Tuy tc tng
trng nhng nm gn y chm li nhng ngi tiu dng vn tip tc l
ngun cung cp ch yu ca ngn hng v to ra mt trong nhng ngun thu
quan trng ca ngn hng.
T vn ti chnh
Cc ngn hng t lu c khch hng yu cu thc hin hot ng t vn
ti chnh, c bit l v tit kim v u t. Ngn hng ngy nay cung cp nhiu
dch v t vn ti chnh a dng, t chun b v thu v k hoch ti chnh cho cc c
nhn n cc c hi th trng trong nc v ngoi nc cho cc doanh nghip
ca h.
Qun l tin mt
Qua nhiu nm, cc ngn hng pht hin ra rng mt s dch v m h lm
cho bn thn mnh cng c ch i vi cc khch hng. Mt trong nhng v d ni
bt nht l dch v qun l tin mt, trong ngn hng ng qun l vic thu v
chi cho mt cng ty kinh doanh v tin hnh u t phn thng d tin mt tm
thi vo cc chng khon sinh li v tn dng ngn hn cho n khi khch hng
cn tin mt thanh ton.
Trong khi cc ngn hng c khuynh hng chuyn mn ha vo dch v
qun l tin mt cho cc t chc, ngy nay c mt xu hng ang gia tng v
vic cung cp cc dch v tng t cho ngi tiu dng. S d khuynh hng
ny ang lan rng l do cc cng ty mi gii chng khon, cc tp on ti
chnh khc cng cp cho ngi tiu dng ti khon mi gii vi hng lot dch

- 12 -

v ti chnh lin quan. Mt v d l ti khon qun l tin mt ca Merrill

Lynch, cho php khch hng mua v bn chng khon, di chuyn vn trong
nhiu qu tng h, vit sc v s dng th tn dng cho khon vay tc thi.
Dch v thu mua (Leasing)
Rt nhiu ngn hng tch cc cho doanh nghip la chn mua cc thit b,
my mc cn thit thng qua hp ng thu mua, trong ngn hng mua thit
b v cho khch hng thu. Cc quy nh yu cu khch hng s dng dch v
thu mua thit b phi tr tin thu (m cui cng s trang tri chi ph mua
thit b) ng thi phi chu chi ph sa cha v thu. V d, nm 1987, quc
hi M b phiu cho php ngn hng quc gia s hu t nht mt s ti sn
cho thu sau khi hp ng thu mua ht hn. iu c li cho cc ngn
hng cng nh khch hng bi v vi t cch l mt ngi ch thc s ca ti
sn cho thu, ngn hng c th khu hao chng nhm lm tng li ch v thu.
Cho vay ti tr d n
Cc ngn hng ngy cng nng ng trong vic cho vay ti tr d n, c
bit l trong cc ngnh cng ngh cao. Do ri ro trong loi hnh tn dng ny
cao nn cc ngn hng thng thc hin cho vay cng vi s tham gia ca cc
nh thu v cc nh u t khc chia s ri ro. V d ni bt v loi hnh
cng ty u t ny l Bankers Trust Venture Capital v Citicorp Venture, Inc.
Dch v bo him
Cc ngn hng ngy nay cn tham gia kinh doanh cc loi hnh bo him phi
nhn th; ti bo him phi nhn th trong v ngoi nc; hot ng u t ti
chnh, c th:
-

Kinh doanh cc sn phm bo him phi nhn th bao gm bo

him ti sn v bo him thit hi; bo him thn tu; bo him hng

ha vn chuyn ng b, ng bin, ng sng, ng st v
ng hng khng; bo him trch nhim chung; bo him xe c gii;
bo him chy; bo him tn dng v ri ro ti chnh; bo him thit hi

- 13 -

kinh doanh; bo him con ngi v cc loi hnh bo him phi nhn th
khc.
- Kinh doanh ti bo him phi nhn th: ngn hng xy dng c mi
quan h hp tc kinh doanh vi cc cng ty ti bo him c uy tn trn th
gii nh Swiss Re, Labuan Re, B.E.S.T Re, Malaysian Re Berhad,
Caisse Centrale De Reassurance. Ti bo him l mt trong nhng cng
c qun l ri ro, m bo kh nng ti chnh cho cc hp ng c gi tr
bo him ln v tng doanh thu t ph nhn ti bo him v hoa hng t
nhng ti bo him.
- u t ti chnh: thc hin hot ng u t ti chnh theo hng
chuyn nghip ha nhm nng cao nng lc ti chnh ca cng ty, h
tr cc hot ng khai thc. Ngoi ra, nghip v u t ti chnh l mt
knh chnh to ra li nhun cho cng ty iu ha ngun vn v s dng
hp l ti a ngun vn nhn ri. Vi nghip v u t ti chnh
chuyn nghip, cng ty bo him ngn hng s c iu kin thc hin
chin lc m rng u t, u t chin lc vo cc doanh nghip
trong lnh vc bo him cng nh lnh vc c nhiu tim nng.
Cung cp cc k hoch hu tr
Mt s NHTM rt nng ng trong vic qun l k hoch hu tr m hu ht cc
doanh nghip lp cho ngi lao ng, u t vn v pht lng hu cho nhng
ngi ngh hu hoc tn ph. Ngn hng cng cung cp cc k hoch tin gi
hu tr cho cc c nhn v gi ngun tin gi cho n khi ngi s hu cc k hoch
ny cn n.
Dch v mi gii u t chng khon
Trn th trng ti chnh hin nay, nhiu ngn hng ang phn u cung cp
cc dch v ti chnh, cho php khch hng tha mn mi nhu cu ti mt a
im. y l mt trong nhng l do chnh khin cc ngn hng bt u bn cc
dch v mi gii chng khon, cung cp cho khch hng c hi mua c phiu,
tri phiu v cc chng khon khc m khng phi nh n ngi kinh doanh

- 14 -

chng khon. Trong mt vi trng hp, cc ngn hng mua li mt cng ty mi

gii ang hot ng (v d Bank of America mua Robertson Stephens Co.) hoc
thnh lp cc lin doanh vi mt cng ty mi gii.
Cung cp dch v qu tng h v tr cp
Do ngn hng cung cp cc ti khon tin gi truyn thng vi li sut qu
thp, nhiu khch hng hng ti vic s dng sn phm u t (investment
products) c bit l cc ti khon ca qu tng h v hp ng tr cp. Loi
hnh ny cung cp trin vng thu nhp cao hn ti khon tin gi di hn, cam
kt thanh ton mt khon tin mt hng nm cho khch hng bt u t mt
ngy nht nh trong tng lai (chng hn ngy ngh hu). Ngc li, qu tng
h bao gm cc chng trnh u t c qun l mt cch chuyn nghip
nhm vo vic mua c phiu, tri phiu v cc chng khon ph hp vi mc
tiu ca qu (v d: ti a ha thu nhp hay t c s gia tng gi tr vn).
Gn y, hot ng cung cp nghip v qu tng h ca ngn hng c
nhiu gim st do mc thu nhp khng cn cao nh trc, do nhng qui nh
nghim ngt hn v ng thi do s thay i trong quan im u t ca cng
chng.
Dch v th thanh ton
Ngy nay, th thanh ton l mt phng tin thanh ton thng dng v vn
minh. Cc cng ty v ngn hng lin kt vi nhau khai thc lnh vc thu
nhiu li nhun ny. Cc loi th Master Card, Visa, Dinners Club, JCB,
American Express (Amex) c s dng rng ri trn ton cu. Ngi s dng
th c th thanh ton tin hng ha, dch v, tr cc ph in, in thoi, tin
nc hay rt tin mt ti cc my rt tin t ng 24/24 rt tin li. Ngoi ra, h
cn c cp hn mc thu chi qua th m khi phi bo qun ct gi tin mt
khng an ton.
Tm li, r rng l khng phi tt c mi ngn hng u cung cp y
dch v ti chnh nh danh mc dch v miu t trn, nhng qu tht danh
mc dch v ngn hng ang tng ln nhanh chng. Nhiu loi hnh tn dng v

- 15 -

ti khon tin gi mi ang c pht trin, cc loi dch v mi nh giao dch

qua internet v th thng minh (smart) ang c m rng v cc dch v mi
(nh bo him v kinh doanh chng khon) c tung ra hng nm. Nhn
chung, danh mc cc dch v y n tng do ngn hng cung cp to ra s
thun li rt ln cho khch hng. Khch hng c th hon ton tha mn tt c
cc nhu cu dch v ti chnh ca mnh thng qua mt ngn hng v ti mt a
im. Thc s ngn hng tr thnh bch ha ti chnh k nguyn hin
i, cng vic hp nht cc dch v ngn hng, bo him, mi gii chng
khon di mt mi nh chnh l xu hng c gi l Universal Banking
M, Canada v Anh; l Allginanz c; v l Bancassurance Php. cc
nc c nn kinh t pht trin, sn phm dch v ngn hng c th ln n vi
nghn sn phm khc nhau cn cc nc ang pht trin, con s ny ch
hng trm. Quan trng nht y l mt ngnh dch v, m l mt ngnh dch
v th s phong ph ca n hon ton ph thuc vo s sng to ca nhng
ngi to ra sn phm .
1.2 S hi lng ca khch hng v cc nhn t quyt nh
1.2.1 Khi nim
S hi lng ca khch hng ty thuc vo hiu qu hay li ch ca sn phm
dch v mang li so vi nhng g m h ang k vng. Khch hng c th c
nhng cp hi lng khc nhau. Nu hiu qu sn phm dch v mang li thp
hn so vi k vng, khch hng s bt mn. Nu hiu qu sn phm dch v
khp vi cc k vng, khch hng s hi lng. Nu hiu qu sn phm dch v
mang li cao hn c k vng, khch hng s ht sc hi lng v vui mng.
Th nhng khch hng hnh thnh k vng ca h ra sao? Cc k vng u da
trn kinh nghim trc y ca khch hng, kin ca bn b v thng tin t nh
tip th. Ngn hng phi bit thn trng a ra mc k vng ng. Nu a ra
mc k vng thp, h c th lm hi lng khch hng tht nhng li chng sc
thu ht khch hng. Tri li, nu h nng cc k vng ln qu cao, khch hng c th
s b tht vng.

- 16 -

Vic o lng s hi lng ca khch hng ch c ngha trong bi cnh cnh

tranh. Do , cc ngn hng phi bit tm hiu nng sut lm va lng khch hng
ca mnh ln ca cc i th cnh tranh. i vi nhng ngn hng nh hng
theo khch hng, s hi lng ca khch hng va l mc tiu, va l yu t chnh
trong s thnh cng ca ngn hng.
Tuy tm cch mang li s hi lng cao cho khch hng so vi i th cnh
tranh nhng ngn hng nh hng theo khch hng khng n lc ti a ha s
hi lng . Mt ngn hng c th lun lun lm tng s hi lng ca khch
hng bng cch gim li sut vay, tng li sut tin gi hay tng cng dch v
nhng iu ny c th dn n tnh trng li nhun gim st. Chi tiu qu nhiu
lm tng s hi lng ca khch hng c th lm vi ngun qu ca ngn
hng. Nh vy i hi cn phi c mt s cn nhc ht sc t nh, ngha l ngn
hng va phi mang li mt mc hi lng cao cho khch hng ng thi
cng phi mang li mt mc hi lng kh d chp nhn c cho cc nhn
vin ca ngn hng.
1.2.2 Phn loi s hi lng ca khch hng
Theo mt s nh nghin cu c th phn loi s hi lng ca khch hng
thnh ba loi v chng c s tc ng khc nhau n nh cung cp dch v:
Hi lng tch cc (Demanding customer satisfaction): y l s hi lng
mang tnh tch cc v c phn hi thng qua cc nhu cu s dng ngy mt tng
ln i vi nh cung cp dch v. i vi nhng khch hng c s hi lng tch cc,
h v nh cung cp s c mi quan h tt p, tn nhim ln nhau v cm thy hi
lng khi giao dch. Hn th, h cng hy vng nh cung cp dch v s c kh
nng p ng nhu cu ngy cng cao ca mnh. Chnh v vy, y l nhm khch
hng d tr thnh khch hng trung thnh ca ngn hng min l h nhn thy
ngn hng cng c nhiu ci thin trong vic cung cp dch v cho h. Yu t tch
cc cn th hin ch, chnh t nhng yu cu khng ngng tng ln ca khch
hng m nh cung cp dch v cng n lc ci tin cht lng dch v ngy cng
tr nn hon thin hn.

- 17 -

Hi lng n nh (Stable customer satisfaction): i vi nhng khch

hng c s hi lng n nh, h s cm thy thoi mi v hi lng vi nhng g

ang din ra v khng mun c s thay i trong cch cung cp dch v ca ngn
hng. V vy, nhng khch hng ny t ra d chu, c s tin tng cao i vi ngn
hng v sn lng tip tc s dng dch v ca ngn hng.
Hi lng th ng (Resigned customer satisfaction): nhng khch hng
c s hi lng th ng t tin tng vo ngn hng v h cho rng rt kh ngn
hng c th ci thin c cht lng dch v v thay i theo yu cu ca mnh.
H cm thy hi lng khng phi v ngn hng tha mn hon ton nhu cu ca h
m v h ngh rng s khng th no yu cu ngn hng ci thin tt hn na. V vy,
h s khng tch cc ng gp kin hay t ra th vi nhng n lc ci tin ca
ngn hng.
Cng cn phi ni thm rng ngoi vic phn loi s hi lng ca khch hng
th mc hi lng cng nh hng rt ln n hnh vi khch hng. Ngay c khi
khch hng c cng s hi lng tch cc i vi ngn hng nhng mc hi lng
ch mc hi lng th h cng c th tm n cc ngn hng khc v khng tip
tc s dng dch v ca ngn hng. Ch nhng khch hng c mc hi lng
cao nht rt hi lng th h chc chn s l nhng khch hng trung thnh v
lun ng h ngn hng.
V vy, khi nghin cu v s hi lng ca khch hng th vic lm cho khch hng
hi lng l rt cn thit m vic gip h cm thy hon ton hi lng li quan
trng hn nhiu. i vi nhng khch hng hi lng th ng, h c th ri b
ngn hng bt c lc no trong khi nhm khch hng cm nhn hon ton hi
lng th s l nhng khch hng trung thnh ca ngn hng. S am hiu ny s
gip ngn hng c nhng bin php ci tin cht lng dch v linh hot cho tng
nhm khch hng khc nhau.
1.2.3 Cc nhn t quyt nh s hi lng ca khch hng
1.2.3.1 Cht lng dch v

- 18 -

Cht lng dch v c nh ngha bng nhiu cch khc nhau ty thuc vo
i tng nghin cu. Vic tm hiu cht lng dch v l c s cho vic thc
hin cc bin php ci thin cht lng dch v ca ngn hng. V vy, n khng
ch quan trng trong vic xy dng mc tiu pht trin m cn nh hng cho
ngn hng pht huy c th mnh ca mnh mt cch tt nht. Cht lng dch v
c th c hiu thng qua cc c im ca n. Xt mt cch tng th, cht
lng dch v bao gm cc c im sau:
Tnh vt tri
i vi khch hng, dch v c cht lng l dch v th hin c tnh vt tri
u vit ca mnh so vi nhng sn phm khc. Chnh tnh u vit ny lm cho cht
lng dch v tr thnh th mnh cnh tranh ca cc nh cung cp dch v. S nh
gi v tnh vt tri ca cht lng dch v chu nh hng rt ln bi s cm nhn
t pha ngi s dng dch v. Quan h ny c ngha rt ln i vi vic nh gi
cht lng dch v t pha khch hng trong cc hot ng marketing v nghin cu
s hi lng ca khch hng.
Tnh c trng ca sn phm
Cht lng dch v l tng th nhng mt ct li nht v tinh ty nht kt
tinh trong sn phm dch v to nn tnh c trng ca sn phm dch v. V
vy, dch v hay sn phm c cht lng cao s hm cha nhiu c trng vt
tri hn so vi dch v cp thp. S phn bit ny gn lin vi vic xc nh
cc thuc tnh vt tri hu hnh hay v hnh ca sn phm dch v. Chnh nh
nhng c trng ny m khch hng c th nhn bit cht lng dch v ca
ngn hng khc vi cc i th cnh tranh. Tuy nhin, trong thc t rt kh xc
nh cc c trng ct li ca dch v mt cch y v chnh xc. V vy, cc
c trng ny khng c gi tr tuyt i m ch mang tnh tng i gip cho
vic nhn bit cht lng dch v trong trng hp c th d dng hn thi.
Tnh cung ng
Cht lng dch v gn lin vi qu trnh thc hin, chuyn giao dch v n
khch hng. Do , vic trin khai dch v, phong thi phc v v cch cung

- 19 -

ng dch v s quyt nh cht lng dch v tt hay xu. y l yu t bn

trong ph thuc vo s biu hin ca nh cung cp dch v. Chnh v th, nng
cao cht lng dch v, nh cung cp dch v trc tin cn phi bit ci thin yu
t ni ti ny to thnh th mnh lu di ca chnh mnh trong hot ng cung cp
dch v cho khch hng.
Tnh tha mn nhu cu
Dch v c to ra nhm p ng nhu cu khch hng. Do , cht lng dch
v nht thit phi tha mn nhu cu khch hng v ly yu cu ca khch hng lm
cn c ci thin cht lng dch v. Nu khch hng cm thy dch v khng p
ng c nhu cu ca mnh th h s khng hi lng vi cht lng dch v m
h nhn c. Trong mi trng kinh doanh hin i th c im ny cng tr nn
quan trng hn bao gi ht v cc nh cung cp dch v phi lun hng n nhu
cu khch hng v c gng ht mnh p ng cc nhu cu . S l v ch v
khng c cht lng nu cung cp cc dch v m khch hng nh gi l khng
c gi tr.
Xt trn phng din phc v khch hng, tnh tha mn nhu cu bao
gm c ngha ca tnh cung ng. S d nh vy l v cht lng dch v bt
u t khi ngn hng nm bt nhu cu ca khch hng n khi trin khai dch v
nhng chnh trong qu trnh thc hin cung ng dch v m khch hng s cm
thy hi lng khng v t cm nhn cht lng dch v tt hay xu. Nu tnh
cung ng mang yu t ni ti th tnh tha mn nhu cu li b chi phi bi tc
ng bn ngoi nhiu hn.
Tnh to ra gi tr
R rng, cht lng dch v gn lin vi cc gi tr c to ra nhm phc
v khch hng. Dch v khng sn sinh ra gi tr no ht th c xem l khng
c cht lng. V d, ngn hng to ra gi tr v khch hng l i tng tip
nhn nhng gi tr . V vy, vic xem xt cht lng dch v hay c th hn l
cc gi tr em li cho khch hng ph thuc vo nh gi ca khch hng ch

- 20 -

khng phi ca ngn hng. Thng thng, khch hng n nhn nhng gi tr
dch v mang li v so snh chng vi nhng g h mong i s nhn c.
Ni cch khc, tnh gi tr ca cht lng dch v cng b chi phi nhiu bi
yu t bn ngoi (khch hng) hn l ni ti (ngn hng). Cht lng dch v
cao l dch v to ra cc gi tr khng ch p ng nhu cu khch hng m cn
vt hn hn cc mong mun ca khch hng v lm cho ngn hng tr nn ni
bt hn i th cnh tranh. Do , tnh to ra gi tr l c im c bn v l nn
tng cho vic xy dng v pht trin cht lng dch v ca ngn hng.
Tm li, cht lng dch v l nhn t tc ng nhiu n s hi lng ca
khch hng. Nu nh cung cp dch v em n cho khch hng nhng sn
phm c cht lng tha mn nhu cu ca h th ngn hng bc u lm
cho khch hng hi lng. Do , mun nng cao s hi lng ca khch hng,
nh cung cp dch v phi nng cao cht lng dch v. Ni cch khc, cht
lng dch v v s hi lng ca khch hng c mi quan h h tng cht ch
vi nhau, trong cht lng dch v l ci to ra trc, quyt nh n s hi
lng ca khch hng. Mi quan h nhn qu gia hai yu t ny l vn then
cht trong hu ht cc nghin cu v s hi lng ca khch hng.
1.2.3.2 Gi c dch v
Gi c l hnh thc biu hin bng tin ca gi tr hng ha v dch v. Gi
c c xc nh da trn gi tr s dng v cm nhn ca khch hng v sn
phm, dch v m mnh s dng. Khch hng khng nht thit phi mua sn
phm, dch v c cht lng cao nht m h s mua nhng sn phm, dch v
em li cho h s hi lng nhiu nht. Chnh v vy, nhng nhn t nh cm
nhn ca khch hng v gi v chi ph (chi ph s dng) khng nh hng n
cht lng dch v nhng s tc ng n s hi lng ca khch hng.
Trong nhiu nghin cu v s hi lng ca khch hng trc y, tc ng
ca yu t gi c t c ch n so vi cc tiu ch khc. Tuy nhin, cng vi
s cnh tranh ngy cng mnh m ca th trng v cc thay i trong nhn
nh ca khch hng v sn phm dch v, cc nh nghin cu xc nh rng

- 21 -

gi c v s hi lng ca khch hng c mi quan h su sc vi nhau. Do , nu

khng xt n nhn t ny th vic nghin cu v s hi lng ca khch hng s
thiu tnh chnh xc.
Khi mua sn phm dch v khch hng phi tr mt chi ph no i li
gi tr s dng m mnh cn. Nh vy, chi ph c gi l ci phi nh i
c c gi tr mong mun t sn phm dch v. Nu em lng ha gi c
trong tng quan gi tr c c th khch hng s c cm nhn v tnh cnh
tranh ca gi c l tha ng hay khng. Ch khi no khch hng cm nhn cht
lng dch v c c nhiu hn so vi chi ph s dng th gi c c xem l
cnh tranh v khch hng s hi lng. Ngc li, khch hng s t ra khng hi
lng v cm thy mnh phi tr nhiu hn so vi nhng g nhn c v gi c
trong trng hp ny s tc ng tiu cc n s hi lng ca khch hng. y
l mi quan h gia lng gi c, gi tr v gi tr cm nhn. Tuy nhin, chnh
gi c cm nhn mi l nhn t tc ng n s hi lng ca khch hng. C th
lng gi c b ra nhiu hn so vi gi tr nhn c nhng khch hng cm
nhn nh th l hp l th h vn s hi lng v ngc li. Hai yu t ny tc
ng qua li ln nhau ty vo nhy ca khch hng i vi gi cng nh mi
quan h gia ngi s dng dch v vi nh cung cp dch v. Ngoi ra,
nh gi tc ng ca nhn t gi c n s hi lng khch hng, chng ta cn
xem xt y hn ba kha cnh sau:
Gi so vi cht lng
Gi so vi cc i th cnh tranh
Gi so vi mong i ca khch hng
V vy, khi xem xt tc ng ca gi n s hi lng ca khch hng chng
ta cn nhn thc mt cch y hn gi y bao gm chi ph b ra v chi
ph c hi c c sn phm dch v cng nh tng quan ca gi n
nhng kha cnh cp trn. Trong phm vi bi vit ny, yu t gi c
c xem xt chnh l tnh cnh tranh ca gi c cm nhn. Nu khch hng

- 22 -

cm nhn tnh cnh tranh ca gi c cng cao th h s cng hi lng v ngc

li.
1.2.3.3 Vic duy tr khch hng
Ngoi vic lm tng s hi lng khch hng, ngn hng ngy nay cn phi ra sc
pht huy cc mi rng buc bn vng v lng trung thnh ni khch hng ca
mnh. Mt ngn hng c th mt i 100 khch hng mt tun nhng vn c th kim
c 100 khch hng mi. Tuy nhin, vic xo tung khch hng qu nhiu c th
phi tr gi so vi khi ngn hng vn gi c 100 khch hng v khng kim
thm khch mi. Mt ngn hng c th c tnh mnh mt i bao nhiu li nhun khi
khch hng b i.
Cnh tranh lm gia tng ph tn thu ht khch hng mi ngy mt cao, c th
cao hn nhiu so vi vic gi khch hng hin c lun vui v. V vy, tip th tn
cng, ni chung, tn km hn tip th phng v, bi phi mt rt nhiu n lc v
tin bc li ko c khch hng hi lng ca i th cnh tranh chu b
sang giao dch vi mnh.
V vy, bn cnh vic tp trung k hoch tip th khch hng mi, cc ngn
hng vn duy tr tuyn u phng th ca h l gi gn v chm sc khch hng
hin ti. V cch tip cn tt nht gi gn khch hng chnh l mang li cho
h s hi lng v gi tr, iu ny a n s trung thnh rt cao ca khch
hng.
1.3 M hnh nghin cu s hi lng ca khch hng
1.3.1 M hnh cht lng dch v SERVQUAL
M hnh Servqual (Parasuraman, 1988) l m hnh nghin cu cht lng
dch v ph bin v c p dng nhiu nht trong cc nghiu cu marketing.
Theo Parasuraman, cht lng dch v khng th xc nh 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. M hnh Servqual c xy dng da trn quan
im cht lng dch v cm nhn l s so snh gia cc gi tr k vng, mong
i (expectation) v cc gi tr khch hng cm nhn c (perception).

- 23 -

Servqual xem xt hai kha cnh ch yu ca cht lng dch v l kt qu

dch v (outcome) v cung cp dch v (process) c nghin cu thng qua hai
mi hai thang o ca nm tiu ch: s tin cy (reliability), hiu qu phc v
(responsiveness), s hu hnh (tangibles), s m bo (assurance) v s cm
thng (empathy).
1.3.1.1 S tin cy
S tin cy ni ln kh nng cung ng dch v chnh xc, ng gi v uy tn. 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. Trong lnh vc ngn hng, tiu ch ny thng
c khch hng o lng thng qua cc yu t sau:
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 giao dch chnh xc khng sai st
Nhn vin ngn hng lun sn sng phc v khch hng
Ngn hng lun c nhng nhn vin t vn ti bn hng dn gip
khch hng
Ngn hng gi bng sao k u n v kp thi
1.3.1.2 Hiu qu phc v
y l tiu ch o lng kh nng gii quyt vn nhanh chng, 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 ngn hng sn sng gip 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 c gng gii quyt kh khn cho khch hng
1.3.1.3 S hu hnh

- 24 -

S hu hnh chnh l hnh nh bn ngoi ca c s vt cht, thit b, my

mc, phong thi ca i ng nhn vin, ti liu, sch hng dn v h thng
thng tin lin lc ca ngn hng. 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:
Ngn hng c c s vt cht y
Ngn hng c trang thit b v my mc hin i
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
1.3.1.4 S m bo
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 yn tm mi khi s
dng dch v ca ngn hng:
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 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
1.3.1.5 S cm thng
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 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. S cm thng ca nhn vin ngn hng i vi khch hng ca mnh c
th hin nh sau:

- 25 -

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
1.3.2 M hnh ch s hi lng ca khch hng (CSI Model)
1.3.2.1 Ch s hi lng ca khch hng (CSI)
CSI (Customer Satisfaction Index) c ng dng nhm o lng s tha mn
ca khch hng i vi cc ngnh, cc doanh nghip nhiu quc gia pht trin trn
th gii. Xy dng v ng dng ch s CSI ca cc ngn hng gip cho vic xy
dng h thng d liu thng tin v s hi lng ca khch hng, lm c s cho cc
vic hoch nh chin lc cnh tranh, tip th, xy dng thng hiu v xc tin
thng mi.
Vic tha mn khch hng tr thnh mt ti sn quan trng i vi cc ngn
hng trong n lc nng cao cht lng dch v, gi vng s trung thnh, nng cao
nng lc cnh tranh ca ngn hng.
Ch s hi lng ca khch hng bao gm cc bin s c trng cho sn phm
dch v. Xung quanh cc bin s ny l h thng cc mi quan h nhn qu xut
pht t nhng bin s khi to nh s mong i (expectations) ca khch hng,
hnh nh (image) doanh nghip v sn phm, cht lng cm nhn (perceived
quality) v gi tr cm nhn (perceived quality) v sn phm hoc dch v km
theo n cc bin s kt qu ca s hi lng nh s trung thnh (customer
loyalty) hay s than phin ca khch hng (customer complaints).
1.3.2.2 Mt s m hnh ch s hi lng khch hng:
Hnh 1.1: M hnh ch s hi lng khch hng ca M
(American Customer Satisfaction Index - ACSI)
S than phin
(Complaint)

S mong i
(Expectations)
Gi tr cm
nhn
(Perceived
value)
Cht lng cm nhn
(Perceived quality)

S hi
lng ca
khch
hng (SI)
S trung thnh
(Loyalty)

- 26 -

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

ng bi cht lng cm nhn v s mong i ca khch hng. Khi , s mong
i ca khch hng c tc ng trc tip n cht lng cm nhn. Trn thc t,
khi mong i cng cao, c th tiu chun v cht lng cm nhn ca khch
hng i vi sn phm cng cao hoc ngc li. Do vy, yu cu v cht lng
sn phm v dch v cung cp cho khch hng cn phi m bo v c tha
mn trn c s s hi lng ca h. S hi lng ca khch hng c to thnh
trn c s cht lng cm nhn, s mong i v gi tr cm nhn, nu cht
lng v gi tr cm nhn cao hn s mong i s to nn lng trung thnh i
vi khch hng, trng hp ngc li, y l s phn nn hay s than phin v
sn phm m h tiu dng (hnh 1.2).
Hnh 1.2: M hnh ch s hi lng khch hng ca cc quc gia Chu u
(European Customer Satisfaction Index - ECSI)
Hnh nh
(Image)
S mong i
(Expectations)

Gi tr cm
nhn
(Perceived
value)

S hi lng
ca khch
hng (SI)

S trung thnh
(Loyalty)

Cht lng cm nhn v

- sn phm
(Perceved quality-Prod)
- dch v
(Perceved quality-Serv)

M hnh ch s hi lng Chu u (ECSI) c mt s khc bit nht nh. So

vi ACSI, hnh nh ca sn phm, thng hiu c tc ng trc tip n s
mong i ca khch hng. Khi , s hi lng ca khch hng l s tc ng
tng ha ca 4 nhn t hnh nh, gi tr cm nhn, cht lng cm nhn v c
sn phm hu hnh v v hnh. Thng thng, ch s ACSI thng p dng cho
lnh vc cng cn ch s ECSI thng ng dng o lng cc sn phm, cc
ngnh (hnh 1.3).

- 27 -

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

khc kinh nghim tiu dng, to iu kin cho vic nghin cu mi quan h
nhn qu i gia cc yu t cu thnh s hi lng v s trung thnh ca khch
hng. Do vy, mc tiu u tin ca vic tip cn theo cu trc CSI l vic gii
thch s trung thnh ca khch hng i vi mt sn phm ni ring hay mt
doanh nghip, mt quc gia ni chung thng qua ch s hi lng khch hng khi
chu s tc ng trc tip hoc gin tip bi hnh nh, s mong i, cht lng
cm nhn (v sn phm hoc dch v) v gi tr cm nhn i vi sn phm v
dch v .
Hnh 1.3: M hnh l thuyt v ch s hi lng khch hng ca cc ngn hng
Hnh nh
(Image)
S than phin
(Complaint)

S mong i
(Expectations)

Cht lng cm nhn

v - sn phm
(Perceved quality-Prod)
- dch v
(Perceved quality-Serv)

Gi tr
cm nhn
(Perceived
value)
Gi c
(Price)

S hilng
ca khch
hng (SI)
S trung thnh
(Loyalty)

Ti mt s nc trn th gii, cc nh nghin cu pht trin mt m hnh

v ch s hi lng ca khch hng c ng dng chung cho hu ht cc ngn
hng. Trn c s kt qu nghin cu m hnh ca cc nc th m hnh l thuyt
v ch s hi lng khch hng ca ngn hng bao gm nhng yu t c th sau:
Hnh nh (Image)
Hnh nh biu hin mi quan h gia thng hiu v s lin tng ca khch
hng i vi cc thuc tnh ca thng hiu. Bin s ny c th hin bi danh
ting, uy tn, lng tin ca khch hng i vi thng hiu. Cc nghin cu thc
tin khng nh rng, y l nhn t quan trng v c tc ng trc tip n
s hi lng ca khch hng. ng thi, n cng c mi quan h ng bin
(positive) i vi s hi lng v s trung thnh i vi sn phm hoc thng

- 28 -

hiu. Trong lnh vc ngn hng, hnh nh ng vai tr rt quan trng trong vic
quyt nh ni vay hoc gi tin, i hi cc ngn hng cn phi nh v v xy
dng hnh nh ca mnh trn c s nhng thuc tnh quan trng nhm thit lp mt
s cm nhn tt nht i vi i th cnh tranh, gip khch hng d dng nhn
din c thng hiu.
S mong i (Expectations)
Th hin mc cht lng m khch hng mong i nhn c, cc thng s
o lng s mong i gn lin vi nhng thng s ca hnh nh v cht lng
cm nhn ca sn phm v dch v. y l kt qu ca kinh nghim tiu dng trc
hoc thng tin thng qua nhng knh truyn thng i vi sn phm hoc dch
v. Trn thc t, mong i cng cao th cng d c kh nng dn n quyt nh
mua nhng mong i cng cao th kh nng ngn hng tha mn khch hng
cng kh.
Cht lng cm nhn (Perceived quality)
i vi ngn hng, cht lng cm nhn chnh l cht lng cm nhn sn
phm dch v. Vi c th v hnh, sn phm ngn hng c xem xt trong
trng hp ny l iu kin cho vay, thi gian t khi np h s vay n khi
c vay vn, phong cch ca nh qun l v cc chuyn vin t vn, khng kh
ti quy giao dch, cc cam kt sau khi vay v cc iu kin rng buc khc
Gi tr cm nhn (Perceived value)
Cc nghin cu v l thuyt cho thy, s hi lng ca khch hng ph thuc
vo gi tr cm nhn ca hng ha v dch v. Gi tr l mc nh gi/cm
nhn i vi cht lng sn phm so vi gi phi tr hoc phng din gi tr
khng ch bng tin m khch hng tiu dng sn phm . Gi tr dnh cho
khch hng l chnh lch gia tng gi tr m khch hng nhn c v tng chi
ph m khch hng phi tr v mt sn phm/dch v no . i vi ngn hng,
l tng s tin phi tr (tin li vay, cc chi ph i vay (k c chi ph chnh
thc v phi chnh thc)), nhng chi ph v thi gian, cng sc v chi ph ri ro
khc so vi gi tr dch v (li ch hu hnh mang li), gi tr tm l, nim tin v

- 29 -

gi tr nhn lc. Hiu s gia gi tr v chi ph b ra chnh l gi tr cm nhn m

dch v ngn hng mang li cho khch hng.
Gi c (Price)
y l bin s mi c ngh xem xt trong m hnh l thuyt. Do c
im bin ng ca th trng ti chnh v nhng c th ca vn ha kinh
doanh, gi c sn phm hay li sut lun c khch hng so snh, nh gi
gia cc ngn hng. Li sut ca ngn hng c xem nh l yu t gi i vi
mt sn phm v bin s ny ng vai tr trung gian trong mi quan h gia
hnh nh, s mong i v cht lng cm nhn vi gi tr cm nhn ca khch
hng.
S trung thnh (Loyalty)
L bin s cui cng trong m hnh v mang tnh quyt nh n s tn vong
ca ngn hng trong tng lai, n c o lng bi nh tip tc mua, lng
tin v s gii thiu vi ngi khc v sn phm v dch v m h ang dng.
Ngc li vi s trung thnh l s than phin, khi khch hng khng hi lng
vi sn phm dch v so vi nhng mong mun ca h. S trung thnh ca
khch hng c xem nh mt ti sn ca ngn hng, v vy, cc ngn hng cn
phi to ra s hi lng i vi khch hng, nng cao s trung thnh ca h i
vi ngn hng.
Mt khi ngn hng khng lm tha mn nhu cu khch hng th khng
nhng h nh mt khch hng m cn lm mt i rt nhiu khch hng
tim nng. V vy, cc ngn hng u hiu rng lun t c thnh cng v
mun c s tng trng th ch c th nh hng theo th trng (market
driven), c ngha l cc cc ngn hng phi u t v kinh doanh da trn c s
nm bt nhu cu ca khch hng vi mc tiu tha mn tt nht nhu cu v
mong mun ca h. Thc hin vic nghin cu ch s hi lng ca khch hng
(customer satisfaction index - CSI) s gip cho cc ngn hng tip cn v gii
quyt c vn trn. Qua , cc ngn hng s c nhng kt qu c th v s
nh gi, cm nhn ca khch hng i vi tng sn phm, dch v. y cng l

- 30 -

c s vng chc cho vic ci tin cht lng, xy dng cc chin lc cnh
tranh, tip th, chin lc xy dng thng hiu, xc tin thng mi cp ngn hng
cng nh trong ngnh.

KT LUN CHNG 1
Chng 1 ca ti cp nhng vn c s l lun lin quan n sn
phm dch v ca ngn hng cng nh tm hiu v s hi lng ca khch hng i
vi cc sn phm dch v ny. Sn phm dch v ngn hng ngy cng a dng,
phong ph v cc ngn hng ngy cng quan tm hn n vic lm hi lng khch
hng ca mnh. Ngoi ra, chng 1 ca ti cng a ra mt s m hnh o lng
s hi lng ca khch hng. Da vo m hnh thch hp, ngn hng s c bin php
m rng, pht trin dch v nng cao s hi lng i vi khch hng trong mi
trng cnh tranh nh hin nay.

- 31 -

CHNG 2 - THC TRNG KINH DOANH CA BIDV

CHI NHNH TPHCM
2.1 Vi nt v BIDV Chi Nhnh TPHCM
Ngn hng u t v Pht trin Vit Nam tn giao dch quc t l Bank for
Investment and Development of Vietnam, gi tt l BIDV, c thnh lp theo ngh nh
s 177/TTg ngy 26/04/1057 ca Th tng Chnh ph.
Chi Nhnh TPHCM l mt chi nhnh cp mt trc thuc BIDV v l mt
trong nhng chi nhnh c quy m hot ng ln nht trong h thng BIDV vi tng
ti sn t trn 10.000 t ng, hiu qu kinh doanh cao vi t l ROA lun t
mc trn 1%. Ton chi nhnh c 313 cn b nhn vin, trong c 5 thnh vin
ban gim c v 308 cn b nhn vin, c sp xp thnh bn khi l khi tn
dng, khi dch v khch hng, khi cc n v trc thuc v khi qun l ni b.
Thnh lp t nm 1977, BIDV Chi Nhnh TPHCM lun l chi nhnh tin
phong v nng ng trong h thng BIDV trong vic pht trin sn phm dch v mi
trn c s ng dng cng ngh hin i v nh hng theo khch hng. Ti TPHCM,
BIDV Chi Nhnh TPHCM rt thnh cng trong vai tr l ngn hng u mi dn
xp cc khon vay hp vn, ng ti tr cc d n u t c quy m ln. Hot ng
ca BIDV Chi Nhnh TPHCM trong nhng nm qua lun nh hng theo khch
hng, to nhng iu kin tt nht khch hng tip cn v s dng hiu qu dch v
ca ngn hng.
Hnh 2.1: M hnh t chc BIDV Chi Nhnh TPHCM

- 32 -

P. Quan he KH 1
P. Quan he KH 2
P. Quan he KH 3

Khoi
Tn
dung

P. Tn Dng ca nhan
P. Quan tr khoan vay
P. Tham nh
P.Quan ly tn dung

BAN GIAM
OC

Phong Dch vu 1

Khoi
Dch
vu

Phong Dch vu 2
Phong Dch vu 3
Phong Dch vu 4

Hoi ong
tn dung

PGD Phu Nhuan

Hoi ong
quan ly tai
san n co

Hoi ong
nghien cu
khoa hoc

PGD Bui Th Xuan

Khoi
n
v
trc
thuoc

PGD Khanh Hoi

PGD Hoa Bnh
PGD Tan nh
PGD Ng. Kiem

Ban x ly
n xau

PGD Th Nghe
GD P. N. Thach

Hoi ong
thi ua
khen
thng

GD Vo Th Sau

Phong KH-NV
Hoi ong
thi tuyen

Khoi
Quan
ly noi
bo

Phong Phap che

Phong TC-KT
Phong KTNB
Phong TC-CB
Phong ien toan
Phong HC-QT

- 33 -

2.2 Cc sn phm dch v in hnh ca BIDV Chi Nhnh TPHCM

Trong nhng nm qua, BIDV Chi Nhnh TPHCM tch cc mang n cho
khch hng ca mnh mt danh mc sn phm dch v a dng v phong ph.
2.2.1 Sn phm qun l tin
2.2.1.1 Chuyn tin trong nc
BIDV c kh nng p ng nhu cu thanh ton a dng (chuyn khon
thanh ton tin hng ha, dch v, tin lng, chi ph in, nc, in thoi, ph
bo him) ca khch hng v BIDV l thnh vin ca h thng thanh ton b
tr, h thng thanh ton in t lin ngn hng, thanh ton song phng vi h
thng ngn hng Cng thng, ngn hng Nng nghip v Pht trin Nng
thn, h thng thanh ton ton cu Swift nn knh thanh ton a dng. Mng
li chi nhnh ca ca h thng BIDV tri di ti tt c cc tnh thnh trong
c nc.
2.2.1.2 Thanh ton ha n
Ch cn khch hng cung cp m s ca mnh ti Cng ty in lc hoc giy
bo tin in, h s c BIDV h tr thanh ton tin in cho Cng ty in
lc qua hai hnh thc: np tin mt hoc chuyn khon nhanh chng v thun
li. Vi dch v thanh ton nh k, BIDV thc hin lnh thanh ton u n t
ti khon thanh ton ca ca khch hng cho nhiu mc ch khc nhau: thanh
ton tin in, ng ph bo him trn c s tha thun gia khch hng v
ngn hng.
2.2.1.3 Thanh ton lng t ng
Dch v chi h lng kt hp vi dch v rt tin t ng (ATM) cung cp
cho khch hng gii php thanh ton lng hon ho, thc hin ch th ca Th
tng Chnh ph v vic tr lng qua ti khon. y l bc m quan trng
trong cng cuc phng chng tham nhng v tin ti trin khai n thanh ton
khng dng tin mt giai on 2006-2010. Ngn hng trch tin t ti khon ca
doanh nghip chuyn vo ti khon ca tng nhn vin theo danh sch lng.
Nhn vin ca doanh nghip s rt tin ti cc my ATM ca ngn hng. Li

- 34 -

ch khi s dng th l h va khi bo qun, ct gi tin mt va tit kim c tin

lng. Bn cnh , h cn c cp hn mc thu chi qua th.
2.2.1.4 Thu chi h tin mt
Ngn hng s n tr s hoc a im do khch hng yu cu thu, chi h tin
mt. Dch v ny gip khch hng gim thiu chi ph v ri ro nu phi vn chuyn
tin mt n np ti ngn hng.
2.2.2 Sn phm tn dng
2.2.2.1 Cho vay ngn hn
Sn phm tn dng ny thch hp vi nhng khch hng cn b sung vn lu
ng cho qu trnh hot ng sn xut kinh doanh v dch v ca mnh bao
gm:
Thanh ton trong nc tin nguyn nhin liu, tin lng, cng c sn
xut, mua hng ha kinh doanh, chi ph thu thit b, chi ph thanh ton
cho nh thu, tin thu xut nhp khu
Thanh ton nc ngoi tin nhp khu nguyn nhin vt liu (thanh ton
theo phng thc L/C, TT, D/A, D/P)
Ti tr xut khu (thu mua hng xut khu)
2.2.2.2 Cho vay trung di hn
BIDV c kinh nghim trn 45 nm trong lnh vc tn dng u t pht
trin. Vi uy tn ca mnh, BIDV rt thnh cng trong vai tr ngn hng u
mi dn xp cc khon cho vay hp vn ti tr cc d n u t c quy m ln.
Cc hnh thc tn dng trung di hn BIDV cung cp cho khch hng bao gm:
Cho vay u t xy dng mi
Cho vay u t m rng, u t thit b b sung
Cho vay tr n nc ngoi
Cho vay cc phng n kinh doanh c thi hn trn mt nm (thi
cng tr chm, bn hng tr chm)
2.2.2.3 Dch v bo lnh

- 35 -

Khch hng chun b tham gia u thu, k kt mt hp ng kinh t cn

mt ngn hng uy tn m bo ngha v vi bn mi thu, m bo vic thc
hin ng cc tha thun v cht lng ca sn phm do mnh sn xut nh
cam kt vi i tc hay m bo vic hon tr tin ng trc theo hp ng
k kt. BIDV s cung cp cho khch hng dch v bo lnh trong nc nh: bo
lnh vay vn, bo lnh thanh ton, bo lnh d thu, bo lnh thc hin hp
ng
Khch hng l cc t chc chuyn cung cp hng ha v dch v cho i tc nc
ngoi, ang cn mt ngn hng cam kt vi i tc ca mnh v vic s thanh
ton trong trng hp h vi phm cc ngha v tha thun. BIDV s t vn cc
sn phm bo lnh ngoi nc gip h c c phng n bo lnh ngoi nc
hp l nht. Ngoi ra, ngn hng cn gip h la chn cc sn phm dch v khc
km theo nh l mt dch v trn gi h trin khai giao dch ca mnh mt
cch thun li nht.
2.2.3 Dch v thanh ton quc t
2.2.3.1 Chuyn tin ra nc ngoi (TTR)
Khch hng mun thanh ton tin hng nhp khu, ph dch v, hoa hng cho
i tc hay mun chuyn li nhun, doanh thu c chia v thu nhp v nc
(i vi cc nh u t nc ngoi) BIDV s p ng tt nht cc nhu cu ny
thng qua vic x l cc lnh chuyn tin mt cch nhanh chng, chnh xc, an ton
vi th tc n gin v mc ph hp dn.
2.2.3.2 Th tn dng (L/C)
Th tn dng nhp khu:
Khch hng nhp khu hng ha v pha i tc mun chn mt phng
thc thanh ton m bo, BIDV s pht hnh L/C cho khch hng v thc hin
thanh ton cho nc ngoi khi nhn b chng t giao hng hp l. BIDV c th
chuyn L/C n i tc ca khch hng vi thi gian nhanh nht v chi ph tit
kim nht.
Th tn dng xut khu:

- 36 -

Khch hng cn xut khu hng ha v mun c m bo thanh ton? Hy

ngh i tc pht hnh L/C v chn BIDV lm ngn hng thng bo v ngn
hng xc nhn (nu cn). BIDV s xc nhn (nu c yu cu) v thng bo L/C
n khch hng trong thi gian nhanh nht v vi chi ph tit kim nht. Sau khi
khch hng xut khu hng ha, b chng t s c BIDV h tr kim tra,
hng dn sa cha cho hp l, chit khu (nu c nhu cu) v gi i nc
ngoi yu cu thanh ton.
2.2.3.3 Nh thu chng t (D/A, D/P)
Nh thu xut khu:
Sau khi xut khu hng ha ra nc ngoi, khch hng c th s dng dch
v nh thu ti BIDV. BIDV s chuyn b chng t ra nc ngoi nh thu h,
theo di, nhc nh thanh ton, chuyn tin vo ti khon v thng bo cho
khch hng khi i tc nc ngoi thanh ton. Trng hp trong hp ng
khng ch nh r ngn hng thu h, khch hng s c gii thiu mt trong
nhng ngn hng c uy tn v c quan h i l vi BIDV ti nc nhp khu
chn la.
Nh thu nhp khu:
Khch hng nhp khu hng ha theo phng thc nh thu (collection) v
mun la chn ngn hng thu h tip nhn b chng t nc ngoi chuyn
v, thng bo cho khch hng v thc hin thanh ton cho nc ngoi theo ch
nh. BIDV s p ng nhu cu trn ca khch hng mt cch nhanh nht.
2.2.4 Sn phm kinh doanh ngoi hi
2.2.4.1 Giao dch giao ngay
Dch v ny gip khch hng c ngay ngun ngoi t thanh ton nc
ngoi, tr n vay hay thanh ton nhng L/C n hn.
2.2.4.2 Giao dch k hn
Vi dch v ny, khch hng s mua, bn vi nhau vi s lng ngoi t theo
mt mc t gi xc nh thi im hin ti v vic thanh ton s c thc
hin vo mt thi im xc nh trong tng lai (sau t 03 ngy n 365 ngy).

- 37 -

Dch v ny gip khch hng hn ch c ri ro bin ng v t gi cng nh m

bo ngun vn trong thanh ton.
2.2.4.3 Giao dch hon i
Khi s dng giao dch ny, khch hng c mua giao ngay ngoi t ny ng
thi bn k hn ngoi t ny cho ngn hng vo ngy hiu lc thanh ton k hn v
ngc li. Dch v ny cng gip khch hng bo him ri ro bin ng t gi v
m bo thanh khon ngun vn kinh doanh ca mnh.
2.2.4.4 Giao dch quyn chn
hn ch ri ro, khch hng cng c th thc hin giao dch quyn chn.
Ngn hng s bn cho khch hng quyn c mua (hoc quyn c bn) mt loi
tin ny thanh ton bng mt loi tin khc vi s tin giao dch v t gi xc
nh ngay ti thi im k hp ng trong mt khong thi gian hoc vo mt
ngy n nh trong tng lai.
2.2.4.5 Dch v kinh doanh hp ng tng lai hng ha
Hp ng tng lai hng ha l cam kt mang tnh php l v vic mua hoc bn
mt lng nht nh mt loi ti sn no (cao su, c ph) ti mt ngy xc nh
trong tng lai vi mc gi tha thun trc
Thc hin giao dch hng ha tng lai gip khch hng:
phng nga ri ro (m bo gi tr cho cc loi hng ha h cho rng gi
c s bin ng theo hng bt li)
Thc hin u c (cc hot ng u t v giao dch)
C kh nng to li nhun vi s bin ng gi ca th trng
Qun l chi ph hiu qu
D dng xc nh gi c
2.2.5 Dch v ngn hng hin i
2.2.5.1 Phonebanking
L dch v ngn hng qua in thoi: khch hng s kt ni vi ngn hng
qua in thoi c nh truy cp t ng cc thng tin v t gi, li sut, s d

- 38 -

v giao dch ti khon 24/24 gi, 07 ngy/tun, k c ngy l hon ton min
ph.
2.2.5.2 Mobilebanking
L dch v ngn hng qua in thoi di ng: dch v m ngn hng cung cp
thng tin v ti khon v cc thng tin ngn hng khc bng hnh thc tin nhn
gi n cc thu bao in thoi ca ch ti khon hay ngi c y quyn
thng qua mng in thoi di ng.
2.2.5.3 Homebanking
L dch v ngn hng ti nh: qua mn hnh my tnh ti vn phng lm vic,
khch hng c th truy vn cc thng tin ngn hng nh t gi, li sut, biu
ph c bit l cc thng tin mi nht v s d v hot ng ti khon.
2.2.5.4 Internetbanking
L sn phm dch v mi pht trin ca BIDV, mang ngn hng n tn nh
cho khch hng mt cch an ton, nhanh chng, tin li v tit kim thi gian.
Khch hng ch cn truy cp n web site: www.bidv.com.vn l c th kim tra
s d ti khon, xem v in sao k hng thng, cp nht nhng thng tin mi
nht v ngn hng, tham kho thng tin v t gi, li sut, gi chng khon
2.3 Thc trng kinh doanh ca BIDV Chi Nhnh TPHCM
Nm 2007, mt nm gia nhp WTO, nn kinh t Vit Nam t c mc
tng trng cao nht trong vng 10 nm qua, GDP tng trng c t 8,5%,
kim ngch xut nhp khu tng trng kh cao (trn 20%), cng nghip t tc
tng trng kh v tng thm t trng cng nghip ch bin, tc tng
trng ca khu vc dch v cao hn tc tng trng chung ca GDP. Vi s
cnh tranh trn th trng dch v ngn hng din ra rt quyt lit, BIDV n
lc pht trin mnh m. L nm u tin BIDV t li nhun trn 400 t ng,
tng 1.5 ln so vi nm 2006 v gp n 4 ln so vi nm 2004. V l chi nhnh
t mc li nhun cao nht trong h thng BIDV bao gm 103 chi nhnh.
2.3.1 Hot ng tn dng
Tng d n

- 39 -

Cui nm 2007, d n cho vay nn kinh t (khng bao gm ti tr y thc v cho

thu ti chnh) t 118.124 t, tng 25.8% so vi nm 2006. Tng d n tn dng
(bao gm ti tr y thc v cho thu ti chnh) t 125.710 t, tng 25%. T trng
d n trung di hn trong tng d n ca BIDV l 39%, nm trong gii hn k
hoch l di 45%.
C cu cho vay
C cu cho vay tip tc c ci thin. Cho vay cc thnh phn kinh t ngoi
quc doanh tng nhanh a t trng cho vay ny tng t 58% (2006) ln 65%. Bn
cnh , t trng cho vay c ti sn m bo tip tc c cng c, tng trng
nh so vi u nm (tng 2%), hon thnh k hoch ra.
Cht lng tn dng
Cht lng tn dng tip tc c nng cao. T l n xu gim xung di
4%. T l n nhm 1 tng ln mc 76% so vi 60% nm 2006. T l n cc
nhm 3, 4 5 u gim so vi nm 2006. Thc hin trong sch bng tng kt ti
sn, nng cao gi tr doanh nghip, nm 2007 BIDV c bc t ph trong
cng tc x l n xu. Trong nm x l c 03 t, vi tng n xu x l l
1.794 t ng. Bn cnh , BIDV n lc thc hin thu hi n hch ton ngoi
bng nhm tn thu trc khi c phn ha. Nm 2007, BIDV thu c 1.870 t
ng n hch ton ngoi bng, trong thu n nhm II (theo quyt nh 149) 40
t ng. ng thi thc hin min gim li trn 400 t ng.
Bn cnh vic trin khai mnh m cc bin php tn thu n xu, n hch ton
ngoi bng, nm 2007 hot ng mua bn n vi d n ti chnh c BIDV tp
trung y mnh. Nm 2007. BIDV chnh thc bn c 31 khon n xu vi tng
n gc l 1.132 t ng, thu hi 486 t ng.

- 40 -

Hnh 2.2 : Biu hot ng cho vay giai on 2001-2007(1)

Hot ng cho vay giai on 2001-2007

118124

120000
93453

100000
79383
80000

67244

60000

52520

59173

42606
40000
20000
0
2001

2002

2003

2004

2005

2006

2007

Nm

2.3.2 Hot ng huy ng vn

Pht huy kt qu t c cc nm trc, nm 2007 hot ng huy ng vn tip
tc t c nhng kt qu rt kh quan, to th ch ng cho BIDV trong cn i
ngun vn - s dng vn. Ngay t nhng ngy u nm, ngun vn huy ng c
lun duy tr mc 130.000 - 150.000 t ng. Bnh qun huy ng t 142.000 t
ng, tng 45.8% so vi nm 2006.
Cui nm 2007 BIDV huy ng 146.000 t ng, tng 20% so vi u
nm. c bit nm 2007, ngun vn huy ng BIDV tng ch yu t tin gi
cc t chc kinh t. So vi u nm, tin gi t chc kinh t tng 33%, t
89.000 t ng, gp phn lm h gi vn u vo.
Thc hin c cu li ngun vn, nhm m bo an ton, trnh ri ro k hn,
nm 2007, BIDV tip tc pht hnh 1 t tri phiu di hn vi tng gi tr pht
hnh t 3000 t ng. ng thi pht hnh giy t c gi ngn hn bng ngoi

(1)

Ngun: Bo co thng nin nm 2004-2007 ca BIDV

- 41 -

t c 02 t tng tr gi 86 triu USD. Kt qu l ngun vn t pht hnh giy

t c gi n nay t 10.000 t ng.
Cng vi s tng trng mnh tin gi cc t chc kinh t v dn c, tin gi
t kho bc nh nc v cc t chc tn dng nm 2007 cng tng mnh. Vi kt qu
ny, BIDV thc hin ct gim ngun vn vay.
Hnh 2.3 : Biu hot ng huy ng vn giai on 2001-2007(2)
Hot ng huy ng vn giai on 2001-2007
160000
140000
120000
100000
80000
60000
40000
20000
0

146112
113724
85747
39052

59910

67262

2003

2004

46115

2001

2002

2005

2006

2007

Nm

2.3.3 Hot ng phi tn dng

Nm 2007 l nm th hai vi nh hng tip tc y mnh cc hot ng
dch v nng t trng thu dch v trong li nhun ca ngn hng, ngay t
nhng thng u nm ban lnh o tp trung ch o quyt lit thng qua
vic xc nh k hoch dch v cng cc bin php, gii php t c nh
hng ra. Vi s ch o st sao ca ban lnh o v s c gng n lc ca
ton th nhn vin, hot ng kinh doanh dch v t c nhng kt qu
sau:
Hot ng dch v ca BIDV gi c tc tng trng cao trong 2
nm qua vi mc tng trng bnh qun 65%/nm, tng trng nm 2007 so vi
2006 t 55%, mc d BIDV cha c c cc sn phm dch v mang tnh t
(2)

Ngun: Bo co thng nin 2004-2007 ca BIDV

- 42 -

ph. Thu dch v rng cui nm 2007 t 850 t ng, hon thnh k hoch
ra. T l thu dch v rng trn tng thu nhp t hot ng kinh doanh ca ngn
hng (cha tr chi ph qun l) c nhng bc ci tin ng k theo hng mt
NHTM hin i (nm 2006 l 15% v 2007 l 23%). Vi kt qu thu dch v
nm 2007, BIDV ng v tr th hai trong khi NHTM, sau Vietcombank
(969 t ng).
Cc dch v dnh cho khch hng doanh nghip tip tc pht huy li th v
khng nh l th mnh ca BIDV. Cc hot ng ny u c tc tng trng
cao vi cht lng dch v tt p ng ngy cng y kp thi nhu cu v sn
phm dch v cho doanh nghip. BIDV c tp ch Asia Money bnh chn l
ngn hng ni a cung cp dch v kinh doanh ngoi t (FX) tt nht nm 2007.
Nm 2007, dch v th tip tc t tc tng trng cao 98% so vi 2006. Thng
12/2007, BIDV cho n ch th th mt triu. Dch v thanh ton lng t ng
tuy mi trin khai nhng cng c s lng khch hng ln n trn 500.000
khch hng.
Cng tc nghin cu pht trin sn phm mi c quan tm ch trng.
Cc sn phm mi ra i bc u p ng yu cu ca th trng. Nm
2007, trin khai 18/34 sn phm dch v mi theo k hoch v 9 sn phm
pht sinh theo yu cu, a tng s sn phm trin khai trong nm 2007 l 27
sn phm.
Hot ng marketing cc sn phm dch v ca BIDV c trin khai
bi bn, r nt hn. Cng vi cc hot ng hng ti k nim 50 nm ngy
thnh lp ngnh, BIDV c nhiu chng trnh nhm qung b thng hiu v
h tr hot ng kinh doanh dch v nh: thng khuyn mi trn a bn H Ch
Minh v H Ni. Cc chng trnh khuyn mi cho cc dch v cng c y
mnh nh chng trnh khuyn mi dch v western union vi tn gi Nhn
tin kiu hi, click em v, khuych trng dch v Thanh ton ha n
Viettel

- 43 -

Mng li knh phn phi hin i tip tc c m rng. Trong nm

2007, BIDV tch cc trin khai m rng mng li my ATM, trin khai 300
my ATM, nng tng s my ATM ca BIDV ln gn 700 my (xp hng th 2
v s my); bc u trin khai v a vo hot ng gn 500 POS. y l nn
tng quan trng BIDV pht trin mnh m dch v ngn hng bn l trong
tng lai.
Bng 2.1: Kt qu hot ng kinh doanh theo tng khi(3)
n v: t VN
2007
Thu dch v rng

2006

% Hon
2007

thnh k
hoch

% Tng

Thu dch v

Thu dch v

trng so

rng bq/ng

rng bq/ng

vi 2006

2006

2007

Ton h thng

560,72

850

101

55

0,035

0,082

I. Khi Ngn hng

520,89

767

103

51

0,056

0,076

1. Chi nhnh

488

732

103

55

2. Hi s chnh

33

35

97

II. Khi cc cng ty

39,83

97

84

105

0,014

0,266

1.BSC

25
14,83

65
32

86
80

124
72

2.BIC

Cui nm 2007 thu dch v rng t 850 t ng, hon thnh 101% k hoch
nm, tng trng 55% so vi 2006.
Thu dch v rng khi ngn hng t 767 t ng, hon thnh 103% k
hoch nm 2007, tng trng 51% so vi nm 2006, chim t trng 91% trong
tng thu dch v rng ca ton h thng. Trong , thu dch v rng ca khi
chi nhnh t 732 t ng, hon thnh 103% k hoch nm, tng trng 55% so
vi nm 2006, chim t trng 95% trong tng thu dch v rng ca khi ngn
hng. Thu dch v rng ca Hi s chnh t 35 t ng, tng trng 2% so vi
nm 2006.
(3 )

Ngun: Hi ngh trin khai nhim v k hoch kinh doanh 2008 BIDV, tp II.

- 44 -

Thu dch v rng ca khi cc cng ty t 97 t ng, tng trng 105% so vi

nm 2006, chim t trng 9% trong tng thu rng ca ton h thng, cao hn 2%
so vi nm 2006.
T l thu dch v rng trn tng thu nhp rng t 23% cao hn 5% so vi nm
2006.
Thu dch v rng bnh qun/ngi t 82 triu ng, tng trng 134% so
vi nm 2006. Thu dch v rng bnh qun u ngi tng cao c hai khi
ngn hng v khi cng ty. Khi ngn hng t 76 triu ng/ngi, tng
trng 35% so vi nm 2006; khi cc cng ty t 266 triu ng/ngi, tng
gp 18 ln so vi nm 2006. Nh vy, nm 2007 hiu qu kinh doanh dch v
tng ln r rt.
Bng 2.2: Kt qu kinh doanh theo tng loi hnh dch v(4)
n v: t VN
2007
Ch tiu thu dch v rng

2006

% T

S tuyt i

T trng (%)

trng so
vi 2006

Tng thu dch v rng

521

777

100

51

Dch v thanh ton

215,5

317

40

47

Dch v bo lnh

182

269

34

49

Kinh doanh ngoi t

92

130

16

44

Kinh doanh th

8,6

16

98

Ngn qu* v cc hot ng khc

23,3

46

106

(*Ghi ch: Ch tiu thu dch v ngn qu cha tnh n cc khon chi).
Thu t cc dch v dnh cho khch hng doanh nghip vn chim t trng ln
trong tng thu dch v (chim 95%), thu t cc dch v bn l chim t trng nh
trong tng thu dch v ca h thng (5%) d cc dch v ny c tc tng trng
cao so vi nm 2006.
Nhn chung, cc hot ng dch v u c tc tng trng kh so vi nm
2006, tc tng trng ca cc hot ng dch v tng i u, nhm cc

(4)

Ngun: Hi ngh trin khai nhim v k hoch kinh doanh 2008 BIDV, tp II.

- 45 -

sn phm dch v dnh cho khch hng doanh nghip c mc tng trng bnh
qun 47%, nhm cc sn phm dnh cho khch hng c nhn tng trng trn
90%. C th nh sau:
Hot ng thanh ton: bao gm thanh ton trong nc v thanh ton quc
t. Thu dch v rng t hot ng ny n cui nm 2007 t 318 t ng, tng
trng 47% so vi nm 2006, chim t trng 40% trong tng thu dch v rng ca
khi ngn hng. Nm 2007, doanh s chuyn tin thanh ton trong nc t
1.408.871 t ng, tng 75% so vi nn 2006; doanh s chuyn tin quc t t
132.371 t ng, tng trng 58% so vi nm 2006.
Hot ng bo lnh: l th mnh ca BIDV do kh nng ti chnh v uy
tn ca BIDV trong hot ng ti tr vn cho cc d n ln, doanh nghip ln
trong lnh vc xy dng. Bn cnh cc hot ng bo lnh truyn thng nh bo
lnh thc hin hp ng, bo lnh thanh ton trong nm 2007, BIDV y
mnh dch v bo lnh pht hnh tri phiu doanh nghip (thu ph t hn 16 t
ng) v bo lnh i ng cho cc ngn hng i tc vi 35 giao dch, ph thu
khong 7 t ng. Thu t dch v bo lnh n cui nm 2007 t 272 t ng,
tng trng 49% so vi nm 2006, chim 34% trong tng thu dch v rng ca
khi ngn hng.
Hot ng kinh doanh tin t: Nm 2007, mc d th trng ngoi hi
c nhng bin ng khng thun li, BIDV vn m bo c cht lng dch
v cung cp cho khch hng cng nh li nhun t hot ng ny. Chnh lch
thu chi t cc hot ng kinh doanh tin t n 31/12/2007 t 133 t ng, tng
trng 44% so vi 2006, chim t trng 16% trong tng thu dch v rng ca
khi, trong thu t mua bn ngoi t c t 110 t ng, thu t cc dch v
phi sinh nh hng ha tng lai, hon i li sut, bo him ri ro li sut
t trn 20 t ng.
Hot ng kinh doanh th: Nm 2007, h thng phn phi ATM tip
tc c m rng vi tng s my n nay l 700, ng th hai trn th trng.
S lng th pht hnh trong nm 2007 l trn 400.000 th, tng s th pht

- 46 -

hnh c l 1,1 triu th, ng th 4 trn th trng. Thu rng t hot ng kinh
doanh th t 17 t ng, tng trng 98% so vi nm 2006. Tuy nhin, tc pht
trin ch th v thu ph dch v th ca BIDV vn thp hn tc tng trng
chung (trn 100%).
Cc hot ng dch v khc nh mobilebanking, thanh ton ha n
Viettel, chuyn tin nhanh western union, thanh ton lng c trin khai t
u nm v t c nhng kt qu nht nh, c th: Dch v mobilebanking
n 31/12/2007 ph thu c khong 2 t ng, tng s khch hng s dng
dch v khong 60.000, trong c 45.000 khch hng l c nhn; Dch v
thanh ton ha n Viettel c trin khai n 60 chi nhnh trn ton quc,
doanh s t trn 2 t ng, ph thu t trn 50 triu ng; Dch v chuyn tin
kiu hi western union, ph thu khong 7,7 t ng, tng trng 110% so vi
nm 2006, mng li chi tr western union thng qua BIDV l 400 im giao
dch, trong mng li BIDV l 372 im v mng li i l ph l 28 im,
doanh s chuyn tin 40 triu USD, xp hng th 5 ch sau hai nm trin khai;
Dch v thanh ton lng 500.000 cn b, doanh s thanh ton t trn 1.500 t
ng, ph thu t gn 2 t ng.
2.3.4 Tn ti v nguyn nhn
Hot ng tn dng, huy ng vn v dch v phi tn dng tng trng tt,
hon thnh k hoch ra; tuy nhin vn cn mt s tn ti v hn ch:
D n tn dng tng trng cao so vi nm 2006 nhng vn cn thp so vi
a bn TPHCM tng 72,9%. D n tn dng tp trung mt s ngnh ngh ch yu
nh kinh doanh thp, dt may, in; cha pht trin ng mc tn dng dnh
cho khch hng c nhn, khu cng nghip, khu ch xut, tn dng dnh cho
doanh nghip va v nh
Tc tng trng ngun vn ca chi nhnh vn cn thp so vi ton
a bn TPHCM (70%). Huy ng vn dn c gim 10% (317 t ng) so vi
nm 2006, chim 26% trong tng huy ng vn ca chi nhnh (ton a bn l
44.4%).

- 47 -

Cc hot ng dch v phi tn dng cha thc s c nh hng

pht trin mnh m. Cc sn phm dch v hin i, c bit l cc sn phm
dch v bn l cha nhiu v tin ch cha phong ph. Sc cnh tranh ca cc
sn phm dch v cn yu th hin cht lng dch v cha tt, cng tc chm
sc khch hng cha c thc hin thng xuyn, cha c i ng bn hng
chuyn nghip. Vic hn ch v cng ngh thng tin cng nh hng n cht
lng dch v, lm chm tin trin khai sn phm dch v mi n khch
hng.
Mt s nguyn nhn c th thy t thc trng kinh doanh l:
Dch v cn l thuc nhiu vo tn dng, khi tn dng chm tng trng
dn n c cu thanh ton trong tng dch v rng gim. Bi vy, nhng kh
khn trong vic m rng hot ng tn dng v tc tng trng tn dng trong
nhng thng u nm cng l nguyn nhn nh hng n ngun thu dch v.
Do thc hin chnh sch li sut trn ca Hip hi Ngn hng nn cng tc
huy ng vn gp khng t kh khn.
Sc hp dn t th trng chng khon, th trng bt ng sn, th
trng vng nh hng ln n ngun vn huy ng c nhn trn a bn. Bn cnh
, di sc p cnh tranh khc lit ca cc ngn hng trn a bn nn cng tc
huy ng vn t dn c gp nhiu kh khn.
Thiu kinh nghim trong cng tc qung b thng hiu, thiu s phi hp,
gn kt cht ch gia cc b phn nghin cu sn phm dn ti vic pht trin sn
phm mi cn chm so vi k hoch.

- 48 -

KT LUN CHNG 2
Chng 2 gii thiu vi nt v BIDV Chi Nhnh TPHCM cng nh a ra mt danh
mc cc sn phm dch v in hnh BIDV cung cp cho khch hng. Chng 2 nu
ln bc tranh ton cnh v hot ng dch v ca BIDV. Trong , ghi nhn nhng
kt qu BIDV t c sau mt thi gian i mi v pht trin, ng thi cng
nu ln mt s im cn khc phc trong iu kin cnh tranh hin nay. Tn ti c bn
ca h thng dch v BIDV l hn ch v s lng v cht lng dch v. Ngoi ra,
t trng thu nhp cc loi dch v cha hp l, dch v cha to c thng hiu
ring. Chng 3 s tin hnh kho st thc t da vo kin nh gi ca khch hng
thng qua bng cu hi iu tra.

- 49 -

CHNG 3 - KHO ST S HI LNG CA KHCH HNG

TI BIDV CHI NHNH TPHCM
3.1 M hnh kho st
Nh trnh by phn i tng v phm vi nghin cu, lun vn s tp
trung ch yu vo nhm khch hng doanh nghip.
Theo cc m hnh nghin cu chng th nht, kho st s hi lng ca
khch hng, nhiu tc gi a ra nhng tiu ch khc nhau. Tuy nhin, c kt
lun chnh xc hn v s hi lng ca khch hng i vi BIDV, m hnh kho st
theo nm tiu ch nh sau:
Thi gian s dng dch v
S lng dch v khch hng s dng
S lng ngn hng giao dch
Tip tc s dng sn phm dch v ca ngn hng
Mc hi lng ca khch hng khi giao dch vi ngn hng
3.2 Quy trnh kho st
Bc 1: Xy dng bng cu hi
Giai on 1: Xy dng bng cu hi th (ph lc 1) da trn nn tng cc
thng tin cn thu thp trong m hnh l thuyt v cc nghin cu v s
hi lng c lin quan.
Giai on 2: Chn lc v hiu chnh cc cu hi da trn kin ng gp
ca chuyn gia. Phng vn th 10 khch hng ngu nhin kim tra
mc r rng ca bng cu hi, qua ghi nhn kin ban u ca h
v sn phm dch v ngn hng v cc mong mun ca h i vi ngn
hng.
Giai on 3: Hiu chnh v hon tt bng cu hi ln cui, tin hnh gi
bng cu hi chnh thc (ph lc 2).
Bc 2: Xc nh s lng mu cn thit v thang o cho vic kho st

- 50 -

Kch thc mu d tnh l n=142. Hin nay, theo nhiu nh nghin cu,
vn kch thc mu l bao nhiu, nh th no l ln vn cha c
xc nh r rng. Hn na, kch thc mu cn ty thuc vo cc phng
php c lng s dng trong nghin cu c th. Theo mt s nghin
cu, tnh i din ca s lng mu c la chn kho st s thch hp
nu kch thc mu l 5 mu cho mt c lng. M hnh kho st trong
lun vn bao gm 7 nhn t c lp vi 28 bin quan st. Do , s lng
mu cn thit l t 28x5=140 mu tr ln. Vy s lng mu dng trong
kho st l n=142 nn tnh i din ca mu c m bo cho vic kho
st.
Mt trong nhng hnh thc o lng s dng ph bin nht trong nghin
cu nh lng l thang o Likert. N bao gm 5 cp ph bin t 1
n 5 tm hiu mc nh gi ca ngi tr li. V vy, bng cu
hi c thit k t 1 l hon ton ng n 5 l hon ton
khng ng .
Bc 3: Gi phiu iu tra cho khch hng
200 phiu iu tra c gi cho khch hng ti quy giao dch v thng qua
ng bu in vi s h tr ca b phn dch v khch hng doanh nghip.
Danh sch khch hng nhn phiu iu tra c la chn mt cch ngu nhin trn
c s d liu ca ngn hng.
Bc 4: Lin h vi khch hng theo di kt qu tr li
Sau mt tun, nu khng nhn c phn hi t pha khch hng th ngi gi
s gi in thoi li nh khch hng tr li. i vi phiu iu tra t ti quy th
khch hng khi n giao dch ti ngn hng c th tr li v gi li cho nhn vin
lin ngay .
Bc 5: Thu nhn phn hi t pha khch hng
c 167 phiu iu tra c thu nhn (131 phiu nhn ti quy giao dch
v 36 phiu nhn qua ng bu in) vi t l phn hi l 83,50%, trong c

- 51 -

25 phiu b loi do khng hp l. Do , s lng mu cn li a vo phn tch

l 142 phiu.
Bc 6: X l d liu thng qua vic s dng cng c phn tch SPSS
Ni dung d liu
D liu bng cu hi (ph lc 2) c thit k vi 28 thang o o lng cc nhn
t em n s hi lng ca khch hng v bn thang o xc nh mc hi lng
ca khch hng khi giao dch vi ngn hng bao gm 5 phn chnh vi 7 cu hi c
ni dung nh sau:
Section 1: Mt s thng tin v khch hng
Q1: Thi gian khch hng s dng dch v ngn hng
Q2: S lng dch v ngn hng khch hng ang s dng
Q3: S lng ngn hng m khch hng giao dch
Section 2: Nhu cu ca khch hng trong tng lai
Section 3: Cc nhn t tc ng n s hi lng ca khch hng
Section 4: Mc hi lng ca khch hng
Q4: Tng th cht lng dch v
Q5: Tng th gi c dch v
Q6: Mc hi lng chung ca khch hng
Section 5: Kin ngh ca khch hng
M ha d liu:
Sau khi thu thp c s lng mu thch hp, tc gi s dng cng c SPSS
phn tch d liu vi cc thang o c m ha nh trong bng sau v kt qu chi
tit s c trnh by phn tip theo.
Bng 3.1 : Tng hp cc thang o c m ha

STT

M ha

tgsd

qlt

Din gii
Thi gian s dng dch v ca BIDV
Sn phm qun l tin

- 52 -

STT

M ha

Din gii

td

Sn phm tn dng

ttqt

Dch v thanh ton quc t

kdtt

Sn phm kinh doanh tin t

nhhd

Dch v ngn hng hin i

slgd

S lng ngn hng Cng ty giao dch

nhc

BIDV l Ngn hng chnh thc trong vic thc hin cc giao dch ca Cng ty

nctl

Cng ty sn sng tm n BIDV khi c nhu cu trong thi gian ti

TIN CY

DTC1

BIDV l ngn hng c khch hng tn nhim

DTC2

BIDV bo mt tt thng tin khch hng

DTC3

H thng my ATM lun hot ng tt

DTC4

Giy t, biu mu, phiu s dng trong giao dch c thit k n gin, r rng

DTC5

Th tc thc hin giao dch ti BIDV n gin, thun tin

DTC6

Thi gian x l giao dch ti BIDV nhanh

DTC7

Thi gian khch hng ngi ch n lt giao dch ngn

PHN HI

DPH1

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

DPH2

Nhn vin BIDV c thi lch thip, thn thin vi khch hng

10

DPH3

Nhn vin BIDV phc v cng bng vi tt c khch hng ca mnh

11

DPH4

Nhn vin BIDV sn sng gip khch hng

K NNG

12

KN1

Nhn vin BIDV t vn v tr li tha ng cc thc mc ca KH

13

KN2

Nhn vin BIDV gii quyt khiu ni nhanh chng, hp l

14

KN3

Nhn vin BIDV x l nghip v nhanh chng, chnh xc

TIP CN

15

DTCN1

Mng li giao dch rng khp

16

DTCN2

Cch b tr cc quy giao dch hp l, gip khch hng d nhn bit

17

DTCN3

Cc tin nghi phc v khch hng tt (trang thit b, nh v sinh, bo, nc

ung...)

18

DTCN4

Ni xe thun tin

19

DTCN5

Cc chc nng trn my ATM, Internetbanking... c thit k d s dng

- 53 -

STT

M ha

Din gii
THNG TIN

20

TT1

Thng tin BIDV cung cp cho khch hng lun chnh xc v y

21

TT2
TT3

Thng tin do BIDV cung cp d tip cn (web, bo ch, t ri...)

22

BIDV lun cung cp thng tin kp thi cho khch hng

CHT LNG SN PHM DCH V

23

CL1

Ph giao dch hp l

24

CL2

Mc li sut hp dn

25

CL3

Sn phm a dng, p ng nhu cu ca khch hng

MC HI LNG KHI GIAO DCH VI BIDV

26

HL1

Nhn chung Anh/Ch hon ton hi lng vi cht lng dch v ca BIDV

27

HL2

Nhn chung Anh/Ch hon ton hi lng vi gi c dch v ca BIDV

28

HL3

Mt cch tng qut Anh/Ch hon ton hi lng khi giao dch vi BIDV

DTC

tin cy

DPH

phn hi

KN

DTCN

TT

Thng tin

CL

Cht lng sn phm dch v

HL

Mc hi lng

SLSP

K nng
tip cn

S lng sn phm dch v

3.3 Kt qu kho st
3.3.1 Phn tch m hnh
3.3.1.1 Phn tch m t
Thi gian s dng dch v ca khch hng ti BIDV
Bng 3.2 : Thng k m t thi gian s dng dch v ca khch hng
Descriptive Statistics
N
tgsd
Valid N (listwise)

142
142

Minimum
1

Maximum
4

Mean
3.50

Std. Deviation
.873

- 54 -

Trong 142 doanh nghip c kho st th thi gian doanh nghip giao
dch vi BIDV a s l nhng doanh nghip c quan h lu nm vi ngn
hng (gi tr trung bnh l 3.50).
Hnh 3.1 : Biu thi gian khch hng s dng dch v ti BIDV
Thi gian khch hng s dng dch v ti BIDV
80.00
70.00
60.00
50.00
40.00
30.00

70.42

20.00
10.00

10.56

14.08

1-2 nm

2-3 nm

4.93

0.00
Di 1 nm

Trn 3 nm

Thi gian (nm)

Nhn vo th trn ta thy s lng doanh nghip c thi gian giao dch
trn 3 nm chim t l 70,42%. Doanh nghip mi giao dch trong nm chim
4,93%.
S lng sn phm dch v doanh nghip s dng ti BIDV
Bng 3.3 : Thng k m t s lng sn phm dch v doanh nghip s dng
Descriptive Statistics
N
td

142
142

Minimum
0
0

Maximum
4
4

Mean
1.52
1.18

Std. Deviation
.760
1.262

ttqt

142

.74

.965

kdtt
nhhd

142
142

0
0

2
4

.49
.57

.671
.748

Valid N (listwise)

142

qlt

Trong cc sn phm dch v BIDV cung cp cho khch hng doanh

nghip th sn phm qun l tin c cc doanh nghip s dng nhiu nht
(gi tr trung bnh l 1.52), k n l sn phm tn dng (1.18), dch v thanh

- 55 -

ton quc t (0.74). Sn phm kinh doanh tin t, y l sn phm mi nn s

lng doanh nghip s dng chim t trng thp nht (0.49). i vi sn phm
dch v ngn hng hin i, tuy BIDV cung cp cho doanh nghip bn loi sn
phm khc nhau nhng mi doanh nghip ch la cho mt loi sn phm mang
li tin ch cho h nht. Gi tr trung bnh l 0.57 cho thy hn mt na s
lng khch hng kho st s dng sn phm dch v ny ca ngn hng. Nhn
chung, cc doanh nghip cha s dng ti a cc sn phm dch v m BIDV
cung cp cho h.
S lng ngn hng doanh nghip giao dch
Bng 3.4 : Thng k m t s lng ngn hng doanh nghip giao dch
Descriptive Statistics
N
slgd
Valid N (listwise)

142
142

Minimum
1

Maximum
4

Mean
1.87

Std. Deviation
.952

Cc doanh nghip ngoi giao dch vi BIDV, h cn c quan h vi

mt s ngn hng khc. Gi tr trung bnh trong bng kho st l 1.87 cho
thy phn ln cc doanh nghip c quan h giao dch trn 3 ngn hng ti thi
im kho st.
Doanh nghip c xem BIDV l ngn hng chnh thc v c sn sng tm
n BIDV khi c nhu cu trong tng lai?
Bng 3.5 : Thng k m t nh gi v duy tr giao dch ca khch hng

Frequency Table
nhc

Valid

co
khong
Total

Frequency
130
12

Percent
91.5
8.5

Valid Percent
91.5
8.5

142

100.0

100.0

Cumulative
Percent
91.5
100.0

- 56 -

nctl

Valid

co
khong

Frequency
133

Percent
93.7

Valid Percent
93.7

9
142

6.3
100.0

6.3
100.0

Total

Cumulative
Percent
93.7
100.0

Qua hai bng tn s trn ta thy t l t trn 90%, ch c 12 doanh nghip trn
tng s 142 doanh nghip kho st khng xem BIDV l ngn hng chnh thc
trong vic thc hin cc giao dch ca doanh nghip mnh. V 9 doanh nghip
khng sn sng tm n BIDV khi c nhu cu trong tng lai.
Phn tch cc yu t nh gi mc hi lng ca khch hng doanh
nghip khi giao dch ti BIDV
Bng 3.6 : Thng k m t cc yu t nh gi mc hi lng
Descriptive Statistics

DTC1

N
142

Minimum
1

Maximum
3

Mean
1.60

Std. Deviation
.572

DTC2
DTC3

142
142

1
1

4
5

1.70
2.13

.661
.901

DTC4

142

1.86

.740

DTC5
DTC6

142
142

1
1

3
4

1.93
2.05

.721
.793

DTC7

142

2.25

.877

DPH1
DPH2

142
142

1
1

3
4

1.74
1.63

.660
.637

DPH3

142

1.80

.669

DPH4
KN1

142
142

1
1

3
4

1.68
1.85

.645
.684

KN2

142

1.93

.721

KN3
DTCN1

142
142

1
1

4
4

1.89
2.07

.706
.759

DTCN2

142

2.01

.674

DTCN3
DTCN4

142
142

1
1

4
5

2.06
2.93

.765
1.096

DTCN5

142

2.21

.779

TT1

142
142

1
1

3
4

1.94
2.16

.712
.759

CL1

142
142

1
1

3
4

2.11
2.05

.722
.677

CL2

142

2.36

.718

CL3

142
142

2.29

.669

TT2
TT3

Valid N (listwise)

- 57 -

Vi 5 thang o tng ng vi 1 l hon ton ng n 5 l hon ton

khng ng , ta thy yu t c khch hng ng nhiu nht l DTC1 tc
l BIDV l ngn hng c khch hng tn nhim (gi tr trung bnh l 1.60).
Yu t khch hng t ng nht l DTCN4 Ni xe thun tin (2.93).
Khch hng doanh nghip khi giao dch vi ngn hng thng h s dng xe
cng ty nht l nhng cng ty giao dch np v rt tin mt ti quy. Tuy nhin,
bi gi xe ca ngn hng khng ch ngay c nhng khch hng thng
xuyn n giao dch. Bn cnh , mt s yu t khng c khch hng nh
gi cao. l CL2 Mc li sut hp dn (2.36), CL3 Sn phm a dng, p
ng nhu cu ca khch hng (2.29),

DTC7 Thi gian khch hng ngi ch

n lt giao dch ngn (2.25).

3.3.1.2 Phn tch tng quan v hi quy
Phn tch tng quan
+ Mi tng quan gia thi gian s dng dch v, s lng sn phm dch v
doanh nghip s dng v vic doanh nghip xem BIDV l ngn hng chnh
thc trong vic thc hin cc giao dch:
Bng 3.7 : Kt qu phn tch tng quan v thi gian s dng, s lng
s dng v vic doanh nghip xem BIDV l ngn hng chnh
Correlations
tgsd
tgsd

Pearson Correlation
Sig. (2-tailed)
N

SLSP

Pearson Correlation
Sig. (2-tailed)
N

nhc

Pearson Correlation
Sig. (2-tailed)
N

SLSP
.185(*)
.027

nhc
.175(*)
.038

142
.185(*)

142
1

142
-.255(**)

.027

.002

142
.175(*)

142
-.255(**)

.038

.002

142
142
* Correlation is significant at the 0.05 level (2-tailed).
** Correlation is significant at the 0.01 level (2-tailed).

142
1
142

Gia thi gian s dng dch v v s lng sn phm dch v doanh

nghip s dng c mi tng quan cng chiu v kh cht ch (sig. = 0.027<

- 58 -

5%). Ngha l doanh nghip cng giao dch vi ngn hng lu nm th cng s
dng nhiu sn phm dch v ca ngn hng.
Thi gian s dng dch v v s lng dch v doanh nghip s dng c nh
hng kh cht ch n vic doanh nghip xem BIDV l ngn hng chnh
thc trong vic thc hin cc giao dch ca doanh nghip mnh v c hai yu t
u c sig. < 5%.
+ Mi tng quan gia s lng ngn hng giao dch v vic doanh
nghip xem BIDV l ngn hng chnh trong vic thc hin cc giao dch:
Bng 3.8 :Kt qu phn tch tng quan v s lng ngn hng giao dch
v vic doanh nghip xem BIDV l ngn hng chnh
Correlations
slgd
slgd

Pearson Correlation

nhc
.494(**)
.000

142

142

.494(**)
.000

142

142

Sig. (2-tailed)
N
nhc

Pearson Correlation
Sig. (2-tailed)
N

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

Hai yu t ny c mi tng quan rt cht ch (sig. < 1%). Khi doanh

nghip giao dch vi nhiu ngn hng th h khng xem BIDV l ngn hng
chnh thc trong vic thc hic cc giao dch ca h.
Phn tch hi quy
ng hi quy: HL = f(DTC, DPH, KN, DTCN, TT, CL) +
Kim nh mi tng quan gia cc bin:

- 59 -

Bng 3.9 : Kt qu kim nh tng quan gia cc bin

Correlations
DTC
DTC

Pearson Correlation

DPH
.731(**)
.000

KN
.803(**)
.000

DTCN
.757(**)
.000

TT
.750(**)
.000

CL
.659(**)
.000

HL
.792(**)
.000

142
.731(**)
.000

142
1

142
.754(**)
.000

142
.668(**)
.000

142
.657(**)
.000

142
.523(**)
.000

142
.636(**)
.000

142
.803(**)
.000

142
.754(**)
.000

142
1

142
.702(**)
.000

142
.743(**)
.000

142
.599(**)
.000

142
.723(**)
.000

142
.757(**)
.000

142
.668(**)
.000

142
.702(**)
.000

142
1

142
.735(**)
.000

142
.709(**)
.000

142
.731(**)
.000

142
.750(**)

142
.657(**)

142
.743(**)

142
.735(**)

142
1

142
.729(**)

142
.751(**)

.000

.000

.000

.000

.000

.000

142
.659(**)

142
.523(**)

142
.599(**)

142
.709(**)

142
.729(**)

142
1

142
.775(**)

.000

.000

.000

.000

.000

Sig. (2-tailed)
N
DPH

Pearson Correlation
Sig. (2-tailed)
N

KN

Pearson Correlation
Sig. (2-tailed)
N

DTCN

Pearson Correlation
Sig. (2-tailed)
N

TT

Pearson Correlation
Sig. (2-tailed)
N

CL

Pearson Correlation
Sig. (2-tailed)
N

HL

Pearson Correlation
Sig. (2-tailed)
N

.000

142

142

142

142

142

142

142

.792(**)

.636(**)

.723(**)

.731(**)

.751(**)

.775(**)

.000

.000

.000

.000

.000

.000

142

142

142

142

142

142

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

Nhn xt: Tt c cc bin u c sig. < 1% nn c mi tng quan rt

cht ch vi nhau. V vy hm hi quy trn c th thc hin c.
+ Phn tch ng hi quy:
Phn tch hi quy s xc nh mi quan h gia bin ph thuc (mc
hi lng) v cc bin c lp ( tin cy, phn hi, k nng, tip cn,
thng tin, cht lng sn phm dch v), qua gip ta d on c mc
ca bin ph thuc khi bit c gi tr ca bin c lp.

142

- 60 -

Bng 3.10 : Kt qu phn tch hi quy

Model Summary
Model
1
.868(a)

R
R Square

.754

Adjusted R Square
.743
Std. Error of the Estimate
.30766
Change Statistics

R Square
Change
F
ANOVA(b Change

.754
69.037

df1

6
135

df2
Sig. F Change

.000

Model
1

Regression
Residual
Total

Sum of
Squares
39.207
12.778

df
6
135

51.985

Mean Square
6.535
.095

F
69.037

Sig.
.000(a)

Sig.

141

a Predictors: (Constant), CL, DPH, DTCN, KN, TT, DTC

b Dependent Variable: HL
Coefficients(a)
Unstandardized
Coefficients
Model
1

Standardized
Coefficients

B
-.102

Std. Error
.107

DTC

.345

.088

DPH
KN

.012
.105

.072
.077

DTCN

.057

.073

TT

.092
.374

.073
.069

(Constant)

CL

Beta

B
-.950

Std. Error
.344

.332

3.909

.000

.012
.112

.164
1.360

.870
.176

.059

.771

.442

.099
.369

1.254
5.439

.212
.000

a Dependent Variable: HL

T bng phn tch hi quy trn, ta thy mi quan h gia bin ph

thuc (mc hi lng) v su bin c lp c th hin trong phng
trnh sau:
HL = 0.332DTC+0.012DPH+0.112KN+0.059DTCN+0.099TT+0.369CL

- 61 -

Theo phng trnh hi quy trn cho thy mc hi lng ca khch hng
c quan h tuyn tnh vi cc nhn t tip cn (h s beta chun ha l
0.332), phn hi (h s beta chun ha l 0.012), k nng (h s beta
chun ha l 0.112), tip cn (h s beta chun ha l 0.059), thng tin (h
s beta chun ha l 0.099) v cht lng sn phm dch v (h s beta chun
ha l 0.369).
Cng phi ni thm rng cc h s beta chun ha u > 0 cho thy cc
bin c lp tc ng thun chiu vi mc hi lng ca khch hng. Nh
vy, ngn hng phi n lc ci tin nhng nhn t ny nng cao s hi lng
ca khch hng.
3.3.2 Kim nh m hnh
3.3.2.1 Kim nh tin cy ca thang o
H s Cronbachs Alpha l mt php kim nh thng k dng
kim tra s cht ch v tng quan gia cc bin quan st. 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 v nu khng
chng ta khng th bit c chnh xc bin thin cng nh li ca cc
bin. Theo , ch nhng bin c h s tng quan tng bin 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 nhng bc phn
tch tip theo. Cng theo nhiu nh nghin cu, nn Cronbachs Alpha t t
0.8 tr ln th thang o lng l tt v mc tng quan s cng cao hn.

- 62 -

Bng 3.11 : Kt qu kim nh tin cy ca thang o

Item-Total Statistics

Scale Mean if
Item Deleted
48.63

Scale
Variance if
Item Deleted
169.411

Corrected
Item-Total
Correlation
.621

Cronbach's
Alpha if Item
Deleted
.961

DTC3

48.53
48.10

168.407
162.543

.591
.680

.961
.961

DTC4

48.37

165.413

.685

.961

DTC5
DTC6

48.30
48.18

164.979
163.314

.728
.742

.960
.960

DTC7

47.99

161.390

.756

.960

DPH1

48.49
48.61

165.713
167.489

.756
.673

.960
.961

DPH4

48.44
48.55

165.624
166.193

.750
.744

.960
.960

KN1

48.38

164.280

.813

.960

KN2
KN3

48.30
48.35

164.468
164.284

.757
.785

.960
.960

DTCN1

48.16

164.732

.702

.960

DTCN2
DTCN3

48.22
48.17

165.378
166.425

.759
.607

.960
.961

DTCN4

47.30

163.461

.511

.964

DTCN5
TT1

48.02
48.29

163.609
164.448

.741
.768

.960
.960

TT2

48.07

164.222

.729

.960

TT3
CL1

48.13
48.18

164.182
167.328

.773
.639

.960
.961

CL2

47.87

166.523

.645

.961

CL3

47.94

166.593

.692

.961

DTC1
DTC2

DPH2
DPH3

Nhn vo bng trn, chng ta c th thy h s tng quan tng bin ca

tt c cc bin quan st u ln hn 0.3 chng t thang o lng l tt v mc
tng quan cao.
3.3.2.2 Kim nh hin tng a cng tuyn ca ng hi quy
a cng tuyn l trng thi trong cc bin c lp c tng quan
cht ch vi nhau. Nhn vo bng sau, ta thy cc bin c gi tr sig. rt nh
cho thy m hnh s dng l ph hp v cc bin u t tiu chun chp
nhn (Tolerance>0,0001). Thm vo , tiu ch Collinearity diagnostics
(chun on hin tng a cng tuyn) vi h s phng i phng sai VIF

- 63 -

(Variance inflation factor) ca cc bin c lp trong m hnh u nh hn 10

th hin tnh a cng tuyn ca cc bin c lp l khng ng k.
Bng 3.12 : Kt qu kim nh hin tng a cng tuyn ca ng hi quy
a

Coefficients
Standardiz
ed
Coefficient
s

Unstandardized
Coefficients
Model
1

Std. Error

(Cons
tant)

-.102

.107

DTC

.345

.088

DPH

.012

.072

KN
DTCN

.105
.057

TT
CL

Beta

Collinearity Statistics
t

Sig.

Toleranc
e

VIF

-.950

.344

.332

3.909

.000

.253

3.959

.012

.164

.870

.370

2.700

.077
.073

.112
.059

1.360
.771

.176
.442

.269
.315

3.714
3.173

.092

.073

.099

1.254

.212

.292

3.426

.374

.069

.369

5.439

.000

.395

2.532

a. Dependent Variable: HL

3.3.2.3 Kim nh Anova

Phn tch Anova xem xt mi quan h gia thi gian s dng dch v
v s lng ngn hng giao dch c tc ng nh th no n vic doanh nghip
xem BIDV l ngn hng chnh.
+ Gi thuyt Ho: Khng c s khc bit gia cc nhm khch hng c thi
gian s dng dch v khc nhau.
+ Gi thuyt H1: Khng c s khc bit gia cc nhm khch hng c s
lng ngn hng giao dch khc nhau.
Bng 3.13 : Kt qu kim nh Anova
ANOVA

tgsd

slgd

Between Groups
Within Groups
Total
Between Groups
Within Groups
Total

Sum of
Squares
3.277
104.223

df
1
140

107.500

141

31.225
96.494

1
140

127.718

141

Mean Square
3.277
.744

F
4.402

Sig.
.038

31.225
.689

45.303

.000

- 64 -

Kt qu phn tch Anova cho thy gi thuyt Ho v H1 b bc b (sig. nh

v gi tr F kh cao). Do , ta c th khng nh c s khc bit v vic doanh
nghip xem BIDV l ngn hng chnh gia cc nhm khch hng c thi gian s
dng v s lng ngn hng giao dch khch nhau.
3.3.3 Nhn xt v s hi lng ca khch hng
3.3.3.1 Mong i ca khch hng
Kt qu thng k cho thy khi giao dch vi ngn hng, khch hng
mong i nhng vn sau:

Ni xe thun tin: y l yu t khch hng t hi lng nht khi giao

dch vi chi nhnh. L khch hng doanh nghip khi giao dch vi ngn
hng, h thng s dng xe cng ty nhng bi gi xe ca ngn hng li
khng ch. Mt khc, BIDV Chi Nhnh TPHCM li nm trong khun
vin tp trung rt nhiu ngn hng v cc cng ty chng khon nn khch
hng gi xe c th v mc ch khc. p ng tt nhu cu ny, ngn
hng c th pht phiu u tin cho nhng khch hng thng xuyn n
giao dch vi ngn hng v hn ch nhng khch hng gi xe nhng
khng giao dch vi ngn hng.

Mc li sut hp dn: Khch hng mong mun ngn hng c chnh sch
gi c phi chng v li sut cnh tranh h cm thy nhng g mnh b
ra l hp l v tha ng. Ngn hng cn c chnh sch cung cp mc li
sut ngang bng vi li sut th trng hoc cc chng trnh khuyn mi
b p chnh lch li sut.

Sn phm a dng, p ng nhu cu ca khch hng: Khch hng cng

mong i ngn hng cung cp mt danh mc sn phm dch v a dng
phong ph p ng nhu cu ca h mt cch y nht. Cng vi
hot ng u t kinh doanh ngy cng m rng, khch hng mong
mun cc nhu cu mi pht sinh ca h c ngn hng quan tm v p
ng. i vi vn n ny, ty vo ngun lc v thi im thch hp,

- 65 -

ngn hng s trin khai dch v mi trn c s nh gi tnh ph bin ca dch

v v s chun b y t pha ngn hng.
Ngoi ra, khch hng cn mong mun ngn hng thc hin giao dch
nhanh chng v chnh xc, thi gian ngi ch n lt giao dch ngn,
mng li ngn hng rng khp, h thng my ATM lun hot ng tt, i
ng nhn vin chuyn nghip v nhit tnh Do , khi xy dng chin
lc marketing v pht trin, ngn hng cn ch n nhng nhu cu ny
ca khch hng p ng ng mong i ca h.
3.3.3.2 Mc hi lng ca khch hng
BIDV l mt trong bn NHTM quc doanh nn rt d hiu l khch
hng c tn nhim cao i vi ngn hng. Mc hi lng dao ng t
ng n hon ton ng . Vic o lng mc hi lng ca khch
hng da vo ba thang o v cht lng dch v, s lng sn phm dch v
v tip tc s dng dch v. Cht lng dch v tt em n s hi lng cho
khch hng, h s dng nhiu nht cc dch v ngn hng cung cp cho h
v h s cng hi lng hn tin n s dng dch v ngn hng lu hn. Kt
qu ny khng nh tiu ch hot ng Hp tc v thnh cng m BIDV
thc hin trong nhiu nm qua. Nh vy, ngn hng

thnh cng trong

vic em n s hi lng cho khch hng thng qua vic cung cp cc sn

phm dch v ca mnh. Tuy nhin, y cng l mt p lc ln cho ngn
hng trong vic ci thin tt hn ci tt hin c m ngn hng t c.
V vy, ngn hng phi n lc pht huy hn na gi gn v em n cho
khch hng s hi lng cao nht.
3.3.3.3 Vic duy tr khch hng
Thang o kho st nhu cu ca khch hng trong tng lai i vi ngn
hng (Anh/Ch sn sng tm n BIDV khi cng ty c nhu cu trong thi gian
ti) t trn 90% (93.7) chng t trong tng lai khi doanh nghip pht sinh
nhng nhu cu mi h vn tm n BIDV.

- 66 -

Bn cnh , theo kt qu kim nh da vo thi gian s dng dch

v v s lng ngn hng giao dch, khi khch hng gn b vi ngn hng
cng lu th chng t h tn nhim ngn hng v hi lng v ngn hng nhiu
hn so vi nhng khch hng mi. Hn na, khi khch hng s dng dch v
ngn hng cng lu th h s cng hiu r hn v ngn hng v c mi quan
h thn thit hn vi ngn hng. H chnh l nhng khch hng trung thnh
sn sng ng hnh cng ngn hng v ng h ngn hng lu di.
Cng nh vy, khi khch hng giao dch vi nhiu ngn hng th h s
la chn v so snh hn so vi khch hng giao dch vi s t ngn hng v
do s hi lng cng d dng gim st. Cng vi s pht trin ca hot
ng u t ti Vit Nam, cc ngn hng ra i nhiu hn v khch hng
cng c nhiu c hi la chn hn. Khch hng c ca ngn hng c th
chuyn sang giao dch vi ngn hng mi khi h c cung cp nhiu u i
v khuyn mi hn. y l iu kin thun li cho khch hng nhng li
em n nhiu p lc cnh tranh i vi ngn hng trong vic em n s
hi lng cho khch hng v duy tr khch hng mt cch tt nht.
3.4 Hn ch ca kho st
Tuy kho st c nhng ng gp tch cc i vi ngn hng trong vic tm
hiu khch hng v nhn bit v th ca mnh nhng cng c mt s hn ch
nht nh:

Kho st ch tp trung vo nhm khch hng doanh nghip nn cha th

nh gi tng qut v ton b khch hng giao dch ti BIDV Chi Nhnh
TPHCM.
Kho st ch xem xt n thi gian s dng v s ngn hng giao dch, cha tm
hiu ht s hi lng ca khch hng trong mi lin h vi ngnh ngh kinh doanh,
tim lc ti chnh v yu t dn tc

Kho st ch tp trung vo nhng khch hng s dng sn phm dch v ti

BIDV Chi Nhnh TPHCM nn cha th nh gi v khch hng trn a bn

- 67 -

thnh ph v nhng a phng khc cng nh nhng khch hng tim nng
cha s dng dch v ngn hng.
Trn c s cc kt qu tm thy, ti c th tin hnh kho st vi nhm
khch hng a dng hn, s lng mu ln hn, phm vi nghin cu rng hn...

KT LUN CHNG 3
Chng 3 l kho st thc t ly kin nh gi ca khch hng v cht
lng dch v, gi c dch v v nhu cu ca h i vi cc sn phm dch v
BIDV cung cp. Trc s gia tng mnh m ca hot ng ngn hng, cc nhu cu
ca khch hng ngy cng tr nn a dng v phong ph. V tt yu h s tm n
nhng ngn hng no tha mn tt nht nhu cu ca mnh. Chnh v vy, tm hiu
nguyn nhn nng cao s hi lng ca khch hng hn na lun l cn thit v
hu ch trong chin lc pht trin lu di ca BIDV. Chng 3 l c s cho nhng
nh hng, gii php c th chng 4 nhm xy dng BIDV thnh tp on ti
chnh ngn hng vng mnh, cung cp dch v a dng, cht lng tt, lun mang
li s hi lng cao cho khch hng.

- 68 -

CHNG 4 - GII PHP NNG CAO S HI LNG CA

KHCH HNG TI BIDV CHI NHNH TPHCM
4.1 nh hng pht trin dch v ca BIDV Chi Nhnh TPHCM giai on
2008-2010
Gp phn cng BIDV Hi s thc hin thnh cng c phn ha v chuyn i
m hnh t chc ph hp m hnh tp on ti chnh ngn hng.
Ch ng, tch cc, tng bc ng dng cc cng ngh tin tin trong qun tr,
i mi t duy sng to... a hot ng chi nhnh ni ring v gp phn a hot
ng ca BIDV tin gn n chun mc trong nc v quc t.
Tip tc nng cao hiu qu v quy m hot ng, tng trng bn vng, tip tc
duy tr v tr hng u trong h thng ng thi phn u pht trin xng tm vi m
hnh mi m hnh tp on ti chnh ngn hng.
Tip tc pht trin theo m hnh chi nhnh hn hp bao gm nghip v ngn hng
bn bun v bn l, gia tng hp tc lin kt, n u th trng nhm gi vng uy
th trn a bn v trong h thng.

Tip tc o to v pht trin ngun nhn lc c trnh chuyn mn cao

p ng yu cu hi nhp v kh nng c st vi mi trng cnh tranh khc

lit.
Hon thin mi trng, phong cch lm vic chuyn nghip v hin i, gn li
ch ca ngi lao ng vi cng tc chuyn mn nhm to tm l n nh v sn
chi bnh ng thu ht nhn ti.
4.2 Gii php nng cao s hi lng ca khch hng
Nghin cu s hi lng ca khch hng l rt quan trng nhng xut cc
gii php ci thin mc hi lng ca khch hng li cng tr nn c ngha
hn. Vi v th NHTM quc doanh c khch hng tn nhim trong nhiu nm
qua, BIDV em n cho khch hng s hi lng cao mi khi s dng sn
phm dch v ca ngn hng. V vy, cc xut nng cao s hi lng ca
khch hng trc tin phi ch trng n vic cng c cc thnh qu t

- 69 -

c v gia tng gi tr dch v cung cp. Thm vo , khi thc hin ci tin, ngn
hng cn ch n tnh ng b v nht qun ca cc gii php:
4.2.1 Nng cao cht lng dch v
Khng phi ngn hng no c y dch v mi c xem l ngn hng
hin i. Vn l ty theo c im hot ng ca tng ngn hng v chin
lc kinh doanh m pht trin cc dch v tng ng. Song, cht lng dch v
c tnh quan trng hn. Bi v, nu cht lng dch v khng m bo th s a
dng v pht trin cc dch v s khng c ngha khi khng c khch hng
chp nhn s dng. hon thin cht lng dch v hn, BIDV cn thc hin
mt s vn sau:

y mnh cc dch v ngn hng hin i nht l internetbanking, e-banking

ngn hng c th cung cp thng tin cho khch hng mt cch nhanh nht.
Khch hng c th thc hin cc giao dch ca mnh ngay ti ni lm vic. ng
thi ch trng n cht lng d liu v bo mt an ton ca h thng cng
ngh, x l nghim cc trng hp tr tr trong cung cp dch v n khch
hng, c bit lu n vn li ng truyn, nghn mch do qu ti.
Pht trin cc gi tr tng thm ca dch v nh bn cho dch v v phc v trn
gi. Tn dng, nht l tn dng u t v phc v sn xut kinh doanh l mt th
mnh ca BIDV. Do vy, pht trin dch v mt cch ton din, BIDV c th
s dng tn dng lm trung gian kt ni, tng cng bn cho cc dch v khc.
Ngha l khi cung cp tn dng cho khch hng, BIDV khuyn khch khch hng
m ti khon, chuyn doanh thu v, thc hin thanh ton xut nhp khu qua ngn
hng... bng nhng chnh sch u i. Ngoi ra, pht trin hnh thc phc v
trn gi, BIDV cn a dng ha sn phm, dch v phi hon ho, c sc cnh tranh
v cht lng, v ph...

n gin ha th tc, t ng ha thao tc thc hin gim thiu thi gian

giao dch ca khch hng. m bo tnh chnh xc, kp thi ca cc giao dch
to lng tin ni khch hng. Xy dng quy trnh x l nghip v nht qun,
thng sut gia cc phng rt ngn thi gian ch i ca khch hng. Trang

- 70 -

b y cc c s vt cht cn thit, b tr cc quy giao dch hp l, m rng

bi xe khch hng cm thy thoi mi, thun tin khi n giao dch vi
ngn hng.

Tng cng cng tc marketing gii thiu cc sn phm, dch v mi cho

khch hng. i vi cc doanh nghip hot ng trong lnh vc xut nhp khu,
h c ngun ngoi t t nc ngoi. Ngn hng cn t chc cc bui hi tho
gii thiu dch v kinh doanh ngoi hi gip doanh nghip tm kim li nhun
v hn ch ri ro. hot ng marketing c hiu qu, BIDV cn c mt b
phn marketing chuyn nghip. Nhim v ca b phn ny l nghin cu, d
bo th trng, xu hng pht trin dch v; xc nh khch hng mc tiu,
khch hng tim nng trn c s phn khc th trng v phn tch i th cnh
tranh. T xy dng c th quy trnh tip cn, khi xng, pht trin v duy tr
quan h vi khch hng.

y mnh trin khai cc dch v mi nh cc giao dch phi sinh, hp ng

hng ha tng lai... p ng nhu cu cho cc doanh nghip hot ng kinh

doanh cc lnh vc, ngnh ngh khc nhau.

Thit lp ng dy nng phc v khch hng nhanh chng, mi lc, mi

ni. Khch hng s cm thy hi lng hn khi h c phc v ngoi gi hnh

chnh. i vi dch v t ng qua my ATM, m bo cung cp dch v
24/24h nh cam kt vi khch hng l vn ht sc quan trng v c nh
hng ln n s hi lng ca khch hng. Do , ti mi chi nhnh qun l cc
my ATM phi c b phn trc thng xuyn kim tra tnh trng hot ng ca
my phng khi my ht tin, ht giy... khng c x l kp thi.
Ci tin cng ngh ngn hng bng cch tng cng khai thc s dng ht cc
tnh nng cng ngh hin i m mnh ang s hu ng thi thng xuyn nng
cp h thng cng ngh theo xu hng pht trin khng ngng ca khoa hc cng
ngh thng tin. Hin i ha h thng thng tin lin lc khch hng c th lin h
d dng nht vi ngn hng.

- 71 -

To lp mt nn khch hng n nh, duy tr v pht trin mi quan h lu di

vi khch hng truyn thng, ng thi pht trin th trng nhm thu ht khch
hng mi, khch hng tim nng... Cn pht huy hn na s chm sc khch hng
nh ving thm, tng hoa chc mng sinh nht gim c v k ton trng doanh
nghip. i vi nhng khch hng ngng giao dch hay chuyn sang ngn hng
khc hot ng cn tm hiu nguyn nhn c bin php thch hp nhm khi phc
li v duy tr quan h tt vi khch hng.
4.2.2 m bo tnh cnh tranh v gi
Trong mi trng cnh tranh hin nay, vi s xut hin ca rt nhiu ngn
hng trong nc ln nc ngoi, khch hng c nhiu s la chn v h tr nn
nhy cm nhiu hn vi yu t gi c so vi trc y. V vy, BIDV cn m bo
tnh cnh tranh v gi thu ht khch hng mi v gi chn khch hng hin ti
thng qua cc gii php nh:
Tin hnh kho st v gi dch v v li sut mt s ngn hng cng a bn
xem xt li chnh sch gi c v li sut ca ngn hng mnh. Cp nht thng tin
v bin ng th trng cng nh gi c giao dch cng c lng tin ca khch
hng v tnh cnh tranh v gi ca ngn hng.

Pht huy tnh linh hot ca chnh sch gi nh p dng li sut u i cho

nhng khch hng c lng tin gi ln hay gim ph giao dch i vi nhng
khch hng c s d ln, nhng khch hng truyn thng ca ngn hng. Khi
quan h giao dch vi khch hng, BIDV nn tnh ton li ch thu c trn tng
th cc giao dch ca khch hng vi ngn hng nh li thu c t tn dng, ph
thu c t hot ng thanh ton, li mua bn ngoi t, s d huy ng vn bnh
qun... xc nh mc gi dch v cnh tranh cho tng loi i tng khch
hng. V d nh, mc ph chuyn tin c th r hn cho nhng khch hng c
giao dch chuyn tin thng xuyn vi doanh s ln; li sut tn dng s c
xem xt gim khi khch hng s dng dch v trn gi hay tham gia nhiu dch
v qua ngn hng nh thanh ton trong nc v quc t, m th ATM v thanh

- 72 -

ton lng cho nhn vin qua ngn hng, giao dch mua bn ngoi t thng
xuyn...
4.2.3 Pht trin ngun nhn lc
Trong qun tr ngun nhn lc, ton b cn b nhn vin trong mt doanh
nghip c xem l khch hng ni b. Cht lng dch v khch hng bn
ngoi ca doanh nghip l tt hay khng ph thuc nhiu vo cht lng phc v
ca khch hng ni b. V th, BIDV cn c nhng chnh sch, ch pht
trin ngun nhn lc ny nh:

V vn o to, BIDV cn c k hoch o to nng cao trnh chuyn

mn v k thut lm vic cho nhn vin theo hng chuyn su v p dng

thnh thc cng ngh hin i. Thng xuyn m cc kha o to st vi yu
cu thc tin, kt hp o to cc k nng nng cao s hi lng khch hng vo
chng trnh ca cc kha hun luyn. i vi nhng v tr gi vai tr nng ct
trong vic cung ng, nghin cu pht trin dch v cn c o to bi bn ti
nc ngoi.

Tuyn dng cc chuyn gia ti chnh giu kinh nghim trong lnh vc ti

chnh ngn hng, cng ngh thng tin vo nhng v tr then cht. i tng
tuyn dng l nhng ngi c trnh chuyn mn nghip v cao, nng ng v
nhit tnh vi cng vic. Chnh sch nhn s phi linh hot, xa b quan nim cc
lnh o ln chc th yn tm vi v tr ca mnh. Phi thng xuyn thanh
lc v thay th cc nh qun l yu km, thiu nng ng, khng p ng yu cu
cng vic v khng hon thnh cc k hoch ra.

C chnh sch khen thng v ghi nhn cc n lc ng gp ca nhn vin

i vi vic tha mn nhu cu khch hng. Quan tm n cc chnh sch i

ng/quyn li ca cn b, nhn vin h hi lng lm vic v gip cho khch
hng hi lng vi dch v ngn hng. Bn cnh ch lng thng th cc ch
v bo him, chm sc sc khe, tham quan ngh mt hng nm cng l mt
trong nhng yu t gp phn ng vin v to nn s gn b lu di ca nhn
vin vi BIDV.

- 73 -

4.2.4 Xy dng mi trng lm vic chuyn nghip

Mi trng lm vic nh hng trc tip n tm l v thi lm vic ca
nhn vin. to tm l thoi mi, thi phc v khch hng n cn chu o
cng nh tc phong x l nghip v nhanh nhn v chnh xc, BIDV cn xy
dng mt mi trng lm vic chuyn nghip hn na nh:
Xy dng vn ha lm vic "Hiu qu kinh doanh ca khch hng l mc tiu
hot ng ca ngn hng" trong nhn thc tp th ca ngn hng. Thay i nhn
thc, quan im bn hng v mc tiu "hon thnh kt qu kinh doanh v t li
nhun cao" sang mc tiu "tha mn ti a nhu cu ca khch hng t hon
thnh k hoch kinh doanh, tng trng li nhun".

Ch trng v cht lng hon thnh cng vic "ht vic ch khng phi ht

gi". cao tnh c lp trong gii quyt vn nhn vin c th gii quyt
xung t, khiu ni khch hng nu c xy ra mt cch nhanh chng v thuyt
phc. Tng cng s hp tc gip gia cc ng nghip, gia cc phng v
cc khi vi nhau. Nui dng tinh thn lm vic hng say v thc nng cao
trnh ca nhn vin.
4.2.5 Pht trin hp tc v nng cao v th cnh tranh
Thc hin chin lc tr thnh mt tp on ti chnh ngn hng a nng,
BIDV khng ngng tng cng pht trin hp tc v nng cao v th cnh tranh
khng ch trong nc m cn trn th trng quc t. thc hin c chin lc
ny, BIDV cn thc hin cc vn nh:

Pht huy th mnh v ti chnh v trnh qun l nhm nng cao nng lc

cnh tranh v to iu kin pht trin hp tc tt hn na. BIDV c th gia

tng ngun vn t vic pht hnh tri phiu tng vn trung v di hn. Ngoi ra,
BIDV cn c th n lc gia tng nng lc ti chnh thng qua vic tp trung v
nng cao cht lng hot ng, ch ng to ngun b sung vn iu l bng
tch ly ni b, qu li nhun li, qu d phng ri ro sau khi tr i nhng
tn tht ri ro hng nm.

- 74 -

M rng mng li giao dch n cc qun huyn trong nc v mng li

ngn hng i l vi cc nc trn th gii. Hin ti, mng li hot ng ca

BIDV bao ph gn khp cc tnh thnh. h thng mng li hot ng
hiu qu cng cn ch trng tng cng pht trin mng li cc khu cng
nghip, khu th, khu dn c mi... v y l nhng ni tp trung nhiu nhu
cu s dng dch v ngn hng. Bn cnh , cn nghin cu thnh lp mt s
vn phng i din ca BIDV ti nc ngoi chun b cho vic m cc chi
nhnh ca BIDV nc ngoi. Trong , c bit quan tm n cc th trng,
quc gia c quan h u t thng mi ln v c tim nng pht trin vi Vit
Nam tng bc thm nhp v cnh tranh cung cp dch v ngn hng trn th
trng quc t.
4.2.6 Cng c hnh nh tt p ca ngn hng trong lng khch hng
BIDV c bit n nh l mt ngn hng hng u phc v u t pht trin
Vit Nam vi i ng chuyn vin giu kinh nghim v nim n i vi khch
hng. cng c lng tin cy v tn nhim cao ca khch hng i vi ngn
hng, BIDV cn duy tr v pht huy hn na li th ny nh:

Xy dng mt hnh nh BIDV tt p trong lng khch hng, thng nht t

t ri, logo, slogan, kiu dnh chung v tr s, trang tr ni ngoi tht ni lm

vic cng nh loi hnh, cht lng dch v, tc phong giao dch... Vic qung
co cng phi c thc hin ng b v nht qun trong ton h thng.

Tn trng cc cam kt vi khch hng v lun v hiu qu hot ng kinh

doanh ca khch hng.

Pht huy cc ng gp v x hi v cng ng nh thc hin cc chng

trnh gy qu hc bng, t chc cc hot ng th thao v mc ch t thin, ti tr

cc d n cng cng...
4.3 Kin ngh i vi BIDV Hi s
em n cho khch hng s hi lng cao nht, ngoi n lc ca bn thn
Chi Nhnh TPHCM th s h tr ca Hi s chnh v ton h thng l khng th

- 75 -

thiu. Mt s kin ngh sau gip BIDV thc hin ng b v pht trin bn
vng trong mi trng hi nhp hin nay:
4.3.1 V ngun vn - huy ng vn
Huy ng vn l mt trong nhng hot ng quan trng to nn ngun vn ca
ngn hng. y c th xem l ngun vn ch o s dng cho hot ng tn dng
gip ngn hng tit kim c chi ph u vo. gia tng ngun tin gi t c nhn
v t chc kinh t, BIDV Hi s v cc chi nhnh cn:
Nng cao cht lng v thi phc v chuyn nghip hn ca i ng nhn
vin trong quan h giao dch vi khch hng thu ht ngun vn.
Gia tng tin ch giao dch cho khch hng, nh thnh lp im giao dch ti mt
s qun trng im ng dn c phc v ngoi gi lm vic, thnh lp bn giao
dch ring phc v cc khch hng VIP.
Tp trung trin khai dch v qun l ti khon nh u t chng khon theo ch
th 27 vi cc cng ty chng khon thu ht ngun vn gi r m chi nhnh
cho l rt di do.
Tip tc hp tc lin kt vi cc t chc tn dng trn a bn thc hin dch v
thanh ton trong nc nhm gia tng ngun tin gi thanh ton.
Khai thc ngun vn tm thi nhn ri ca cc cng ty c phn trong cc t
tng vn thng qua vic m ti khon phong ta nhn tin mua c phn ca cc
c ng.
4.3.2 Pht trin mnh dch v v khai thc cc sn phm dch v khc bit c
li th
Th trng ti chnh ngn hng hin ang chng kin s cnh tranh ngy cng
gay gt ca cc ngn hng. c th ng vng v pht trin hn na, BIDV cn
c nhng gii php a ra cc sn phn dch v mi n khch hng, c bit l
nhng sn phm dch v khc bit c li th.

Trn c s nn tng cng ngh v sn phm dch v ca h thng, BIDV tp

trung o to nng cao k nng bn hng cho i ng cn b nhn vin kt hp

- 76 -

vi cng tc qung b sn phm dch v y mnh pht trin cc dch v

truyn thng v tch cc bn hng, tip th cc sn phm dch v mi.
Tip tc pht huy th mnh trong cc dch v truyn thng mang li ngun thu
dch v cao nh dch v thanh ton trong v ngoi nc, dch v bo lnh, mua bn
ngoi t.

y mnh pht trin cc sn phm phi sinh cung cp tin ch, cng c bo

him ri ro cho khch hng.

Tng cng lin kt hp tc thanh ton vi cc t chc tn dng trn a bn

trn c s khai thc th mnh v cng ngh v mng li thanh ton trong nc
ca BIDV.
Hp tc vi cc cng ty chuyn cung cp dch v cng cng nh in, nc, bu
chnh vin thng, vn chuyn hnh khch thc hin dch v thu h v qun l
ti khon doanh nghip.

Pht trin dch v mi nh tham gia lm i l pht hnh, i l thanh ton

cho cc doanh nghip pht hnh tri phiu/c phiu doanh nghip, dch v mi
gii thanh ton bt ng sn, dch v trn gi cho cc cng ty chng khon.
4.3.3 Cng ngh thng tin v cc ng dng cng ngh vo cc sn phm dch
v
Vic hn ch v cng ngh thng tin nh hng n cht lng sn phm dch
v cng nh lm chm tin trin khai cc sn phm dch v mi. Nhiu sn phm
mi trin khai chm so vi k hoch hoc cht lng cha p ng c yu cu
ra. khc phc kh khn ny, BIDV cn:
Nng cao h thng cng ngh thng tin ca ton h thng, sn sng p ng, cung
cp cc dch v ngn hng hin i cho khch hng, nng cao cht lng phc v
hn na.
Tng bc xy dng c ch t ng ha cc nghip v, thao tc trong giao dch
nhm x l cc giao dch vi khch hng mt cch chuyn nghip hn.
Gia tng tnh ng dng t chng trnh d liu ca Hi s qun l hiu qu
kinh doanh ca cc chi nhnh.

- 77 -

4.3.4 Pht trin mng li

Mng li BIDV hin nay ch yu tp trung vo cc thnh ph ln, cc khu
trung tm, th v khng phn vng phc v r rng dn n tnh trng cnh
tranh ngay trong ni b. Thiu s phi hp, lin kt gia cc chi nhnh trong vic
hon thnh k hoch chung ca ton h thng.

Cn phi hp thit lp h thng mng li kinh doanh rng khp, mnh c

v lng v cht nhm m rng a bn hot ng, tip cn khch hng tt hn.
Tch cc m rng v pht trin cc knh phn phi mi (mng li ATM, POS,
homebanking, internetbanking) to tin ch gia tng cho khch hng v gip
khch hng dng tip cn vi dch v ngn hng.
4.3.5 Ngun nhn lc
Xu hng hin nay ca cc ngn hng l tha mn khch hng ton din. iu
ny ch c th t c nu mi thnh vin, t tng gim c n nhng nhn vin
tp s u hng ti v quyt tm tha mn nhu cu ca khch hng. Vn ny
suy cho cng ph thuc vo yu t con ngi v hiu qu ca nhn vin li ph
thuc vo cht lng ca qun l.
V vy, BIDV cn nng cao nng lc qun l v trnh chuyn mn, ngoi ng
ca i ng cn b qun l, ng thi nng cao kh nng giao tip, m phn v
thit lp quan h vi i tc nng cao cht lng chm sc khch hng ca
ngn hng..

Tip tc o to v pht trin ngun nhn lc c trnh , chuyn mn cao

p ng yu cu hi nhp v kh nng c st vi mi trng cnh tranh khc

lit.

n u ngun nhn lc c trnh ti cc trng i hc chuyn ngnh

thng qua vic ti tr hc bng cho cc bn sinh vin c hc lc v o c tt.

4.3.6 Cng tc qun tr iu hnh
Hot ng ngn hng cha ng nhiu ri ro, v vy qun l ri ro trong cng
tc qun tr iu hnh c xem l cng vic quan trng hng u.

- 78 -

Cn thc hin, sp xp m hnh t chc ph hp m bo an ton trong qun

tr ri ro v nng cao hiu qu hot ng ca ton h thng.

Thnh lp cc b phn kim tra ni b bn chuyn trch trong tng khi

nghip v kim sot ri ro hot ng thay th chc nng nhim v ca phng kim
tra ni b cc chi nhnh hin nay.

Ngoi ra BIDV cng cn ch trng u t, pht trin v kim sot ri ro

trong hot ng ca cc n v trc thuc, nng cao kh nng cnh tranh y

mnh ton din cc mt hot ng ca cc n v trc thuc tr thnh knh pht trin
dch v ngn hng rng khp.

KT LUN CHNG 4
Chng 4 ca ti nu ln nhng gii php thit thc nng cao s hi
lng ca khch hng. Vi sc p chuyn i sang tp on ti chnh ngn hng
gn vi qu trnh c phn ha, BIDV cn thit phi nng cao cht lng dch v,
a dng ha sn phm ngy cng cao hn na. Trong mi trng cnh tranh nh
hin nay, BIDV cn phi qung b thng hiu rng ri hn, tha mn nhu cu
khch hng cao hn duy tr nhng khch hng trung thnh v thu ht nhiu
khch hng mi n vi chi nhnh. V vy, BIDV cn hon thin v thc hin
ng b cc gii php, kin ngh khch hng hon ton hi lng mi khi n
giao dch vi ngn hng.

- 79 -

KT LUN
S hi lng ca khch hng l yu t sng cn v l mc tiu m cc ngn hng hin
nay ang eo ui. Cng vi s cnh tranh ngy cng mnh m trong mi trng
kinh doanh, vic tm hiu v nhu cu khch hng, cc nhn t tc ng n s hi lng
ca khch hng cng tr nn cn thit v th lun vn cng hu ch trong vic ra cc
chnh sch, chin lc pht trin ca ngn hng.
Trong lnh vc dch v, c bit l ngn hng th vai tr ca vic tha mn nhu
cu khch hng cng c ngha quan trng xut pht t tnh cht tng tc gia
khch hng v ngn hng cng nh nhng tc ng tch cc m ngn hng c c.
C th hn, nu ngn hng em n cho khch hng s hi lng cao th khch hng
s tip tc s dng dch v, ng h cc sn phm dch v mi ca ngn hng, gii
thiu ngn hng cho cc i tc khc, tr thnh khch hng trung thnh ca ngn
hng. T , gp phn gia tng doanh s, th phn, li nhun v v th ca ngn
hng trn th trng. l mc tiu m bt c ngn hng no cng mong mun t
c.
Vi ti Nng cao s hi lng ca khch hng ti Ngn hng u T v Pht
Trin Vit Nam - Chi Nhnh TPHCM, lun vn nghin cu s hi lng ca khch
hng i vi cc sn phm dch v m ngn hng cung ng cho khch hng. Lun
vn c trnh by thng qua vic kho st ly kin khch hng mt cch khch
quan. D liu c x l t cc phn tch thng k m t, phn tch tng quan hi
quy, phn tch tin cy v Anova. Cng vi vic xem xt cc nh hng, chin
lc pht trin ca ngn hng, lun vn a ra mt s gii php, kin ngh nhm
nng cao s hi lng ca khch hng. Kt qu kho st l ngun d liu u vo
ng tin cy cho cc chnh sch marketing v gip ngn hng c c hi hiu r hn
v nhu cu ca khch hng, nh gi ca khch hng v cht lng dch v ngn
hng ngn hng nhn bit c mnh v tr no trong mt khch hng. T c
c s ngn hng nng cao cht lng hot ng v nng cao s hi lng khch
hng mt cch hiu qu hn.

- 80 -

TI LIU THAM KHO

Ting Vit:
1. BIDV (2007), Hi ngh trin khai nhim v k hoch kinh doanh nm
2008 tp I- II-,III, H Ni.
2. BIDV (2007), Phng thc tip cn c hiu qu ngun vn - dch v ngn
hng, TPHCM.
3. BIDV (2004-2007), Bo co thng nin, H Ni.
4. Nguyn Hong Chu (2004), Mi quan h gia cht lng o to sau i
hc v s tha mn v o to ca hc vin Vit Nam, Lun vn thc s,
Trng i hc Bch khoa, i hc quc gia TPHCM.
5. Trn Vn Chnh, Hunh Vn Thanh (2004), Nhng nguyn l tip th, Nh
Xut Bn Thng K.
6. Hong Trng, Chu Nguyn Mng Ngc (2005), Phn tch d liu nghin
cu vi SPSS, Nh Xut Bn Thng K.
Ting Anh:
Parasuraman, Zeithaml & Berry (1988), SERVQUAL: A multiple-item scale for
measuring consumer perception of service quality Journal of Retailing, Vol. 64
No. 1.

Websites:
1. http://www.bidv.com .vn
2. http://www.google.com
3. http://sbv.gov.vn

PH LC 1 (Bng cu hi kho st ban u)

PHIU THU THP KIN KHCH HNG
(Khch hng Doanh nghip)
I. THNG TIN CHUNG
1. Thi gian s dng dch v ca BIDV:
< 1 nm

2 nm - di 3 nm

1 nm - di 2 nm

> 3 nm

2. Cc dch v Doanh nghip ang s dng ti BIDV (C th chn nhiu la chn khc nhau)
a. Qun l tin:
Chuyn tin trong nc

Thanh ton ha n

Thanh ton lng t ng

Thu chi h tin mt

Khc:
b. Tn dng:
Ti tr xut nhp khu

Cho vay th chp hng nhp khu

Chit khu b chng t hng xut

Dch v bo lnh

Khc:
c. Thanh ton quc t:
Chuyn tin ra nc ngoi
Th tn dng (L/C)
Nh thu chng t (D/A, D/P)
Khc:
d. Kinh doanh tin t:
Giao dch giao ngay (Spot)

Giao dch hon i (Swap)

Giao dch k hn (Forward)

Giao dch quyn chn (Option)

Dch v kinh doanh hp ng tng lai hng ha (tr, c ph)

Khc:
e. Ngn hng hin i:
Phonebanking

Homebanking

Mobilebanking

Internetbanking

3. Ngoi BIDV, Anh/Ch vui lng cho bit Doanh nghip c s dng dch v ca Ngn hng khc khng?
C

Khng

Nu c, vui lng cho bit Doanh nghip ang s dng dch v g:

ca Ngn hng:
4. Doanh nghip giao dch vi bao nhiu Ngn hng?
1-2 Ngn hng

5-6 Ngn hng

3-4 Ngn hng

Trn 6 Ngn hng

II. KHO ST MC HI LNG CA KHCH HNG DOANH NGHIP KHI GIAO DICH VI
BIDV

1. Anh/Ch vui lng cho bit 3 yu t quan trng nht lm tha mn Doanh nghip ti BIDV trong 10
yu t c lit k bn di:
Vui lng cho bit mc quan trng t 1 n 3 ca 3 yu t m Anh/Ch nh gi l quan trng nht (Trong , 1 l mc
quan trng nht, 2 l quan trng nh...)
MC
QUAN
TRNG

YU T

MC
QUAN
TRNG

YU T

Uy tn ca ngn hng

Cung cp thng tin y , kp thi

Gi (Li sut, Ph)

K nng, trnh nghip v ca nhn vin

Dch v a dng p ng nhu cu khch hng

Thi ca nhn vin i vi khch hng

Cc th tc n gin

Mng li giao dch rng khp

Thi gian thc hin giao dch

C s vt cht, tin nghi phc v khch hng

2. nh gi ca doanh nghip v cht lng dch v ti BIDV

Anh/Ch vui lng cho bit mc ng ca Doanh nghip vi nhng pht biu trong bng sau:
(nh du X vo thch hp, vui lng khng trng)
STT

YU T

TIN CY

BIDV l ngn hng c khch hng tn nhim

BIDV bo mt tt thng tin khch hng

H thng my ATM lun hot ng tt

Giy t, biu mu, phiu s dng trong giao dch c thit k n gin,
r rng

Th tc thc hin giao dch ti BIDV n gin, thun tin

Thi gian x l giao dch ti BIDV nhanh

Thi gian khch hng ngi ch n lt giao dch ngn

PHN HI

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

Nhn vin BIDV c thi lch thip, thn thin vi khch hng Nhn

10

vin BIDV phc v cng bng vi tt c khch hng ca mnh Nhn vin

11

BIDV sn sng gip khch hng

K NNG

12

Nhn vin BIDV t vn v tr li tha ng cc thc mc ca khch hng

13

Nhn vin BIDV gii quyt khiu ni nhanh chng, hp l

14

Nhn vin BIDV x l nghip v nhanh chng, chnh xc

TIP CN

15

Mng li giao dch rng khp

16

Cch b tr cc quy giao dch hp l, gip khch hng d nhn bit

17

Cc tin nghi phc v khch hng tt (trang thit b, nh v sinh, bo,

nc ung...)

18

Ni xe thun tin

Hon
ton ng
ng

Hon
Bnh Khng ton
thng ng khng
ng

STT

Hon
ton ng
ng

YU T

19

Cc chc nng trn my ATM, Internetbanking... c thit k d s

dng.

THNG TIN

20

Thng tin BIDV cung cp cho khch hng lun chnh xc v y

21

Thng tin do BIDV cung cp d tip cn (web, bo ch, t ri, ...)

22

BIDV lun cung cp thng tin kp thi cho khch hng

CHT LNG DCH V

23

Ph giao dch hp l

24

Mc li sut hp dn

25

Dch v a dng, p ng nhu cu ca khch hng

Hon
Bnh Khng ton
thng ng khng
ng

3. Tm li, Doanh nghip cm thy hi lng nh th no i vi cht lng dch v ti BIDV?

Rt hi lng
Kh hi lng
Hi lng

Bnh thng
Khng hi lng

4. BIDV p ng nhu cu ca Doanh nghip nh th no?

Rt tt
Kh tt
Tt

Bnh thng
Khng tt

5. Anh/Ch sn sng tm n BIDV khi Doanh nghip c nhu cu trong thi gian ti?
C

Khng

Cha r

6. Anh/Ch xem BIDV l Ngn hng chnh thc trong vic thc hin cc giao dch ca Doanh nghip
mnh?
C

Khng

III. KIN KHC (Ngoi cc ni dung ni trn, Anh/Ch cn c kin no khc, vui lng ghi r di y nhm
gip BIDV nng cao s hi lng ca khch hng)

DOANH NGHIP :
NGY :
Chn thnh cm n s ng gp kin qu bu ca Anh/Ch!

PH LC 2 (Bng cu hi kho st chnh thc)

PHIU THU THP KIN KHCH HNG
(Khch hng Doanh nghip)
Tn khch hng:
i din cho Doanh nghip:
I.

THNG TIN CHUNG

1. Thi gian s dng dch v ca BIDV:

< 1 nm
1 nm - di 2 nm

2 nm - di 3 nm
> 3 nm

2. Cc dch v Doanh nghip ang s dng ti BIDV (C th chn nhiu la chn khc nhau)
a. Qun l tin:
Chuyn tin trong nc
Thanh ton lng t ng

Thanh ton ha n
Thu chi h tin mt

b. Tn dng:
Ti tr xut nhp khu
Chit khu b chng t hng xut

Cho vay th chp hng nhp khu

Dch v bo lnh

c. Thanh ton quc t:

Chuyn tin ra nc ngoi (TTR)
Nh thu chng t (D/A, D/P)

Th tn dng (L/C)

d. Kinh doanh tin t:

Giao dch giao ngay (Spot)
Giao dch k hn (Forward)
Dch v kinh doanh hp ng tng lai hng ha (c ph)

Giao dch hon i (Swap)

Giao dch quyn chn (Option)

e. Ngn hng hin i:

Phonebanking

Mobilebanking

Homebanking

Internetbanking

3. Doanh nghip ca Anh/Ch giao dch vi bao nhiu Ngn hng?

1-2 Ngn hng
5-6 Ngn hng
3-4 Ngn hng
Trn 6 Ngn hng
4. Anh/Ch c xem BIDV l Ngn hng chnh thc trong vic thc hin cc giao dch ca Doanh nghip
mnh?
C
Khng
5. Anh/Ch c sn sng tm n BIDV khi Doanh nghip c nhu cu trong thi gian ti?
C
Khng
II. KHO ST MC HI LNG CA KHCH HNG DOANH NGHIP KHI GIAO DICH VI BIDV

Anh/Ch vui lng cho bit mc ng ca Doanh nghip vi nhng pht biu trong bng sau:
(nh du X vo thch hp, vui lng khng trng)

STT

YU T

TIN CY

BIDV l ngn hng c khch hng tn nhim

BIDV bo mt tt thng tin khch hng

Hon
Hon ton
ton ng Bnh Khng
khng
ng

thng ng
ng

STT

YU T

H thng my ATM lun hot ng tt

Giy t, biu mu, phiu s dng trong giao dch c thit k n gin, r rng

Th tc thc hin giao dch ti BIDV n gin, thun tin

Thi gian x l giao dch ti BIDV nhanh

Thi gian khch hng ngi ch n lt giao dch ngn

PHN HI

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

Nhn vin BIDV c thi lch thip, thn thin vi khch hng

10

Nhn vin BIDV phc v cng bng vi tt c khch hng ca mnh

11

Nhn vin BIDV sn sng gip khch hng

K NNG

12

Nhn vin BIDV t vn v tr li tha ng cc thc mc ca khch hng

13

Nhn vin BIDV gii quyt khiu ni nhanh chng, hp l

14

Nhn vin BIDV x l nghip v nhanh chng, chnh xc

TIP CN

15

Mng li giao dch rng khp

16

Cch b tr cc quy giao dch hp l, gip khch hng d nhn bit

17

Cc tin nghi phc v khch hng tt (trang thit b, nh v sinh, bo, nc ung...)

18

Ni xe thun tin

19

Cc chc nng trn my ATM, Internetbanking... c thit k d s dng.

THNG TIN

20

Thng tin BIDV cung cp cho khch hng lun chnh xc v y

21

Thng tin do BIDV cung cp d tip cn (web, bo ch, t ri, ...)

22

BIDV lun cung cp thng tin kp thi cho khch hng

CHT LNG DCH V

23

Ph giao dch hp l

24

Mc li sut hp dn

25

Dch v a dng, p ng nhu cu ca khch hng

MC HI LNG KHI GIAO DCH VI BIDV

26

Nhn chung Anh/Ch hon ton hi lng vi cht lng dch v ca BIDV

27

Nhn chung Anh/Ch hon ton hi lng vi gi c dch v ca BIDV

28

Mt cch tng qut Anh/Ch hon ton hi lng khi giao dch vi BIDV

Hon
Hon ton
ton ng Bnh Khng
khng
ng

thng ng
ng

III. KIN KHC (Ngoi cc ni dung ni trn, Anh/Ch cn c kin no khc, vui lng ghi r di y nhm
gip BIDV nng cao s hi lng ca khch hng)

Ngy:
K tn:
Chn thnh cm n s ng gp kin qu bu ca Anh/Ch!