ESE Do luong chat luong dich vu gui tién tiét kiém tai AGRIBANK - phuong phap So sanh cac chi tiéu TS. Ha Nam Khanh Giao * Véin d8 do Ivéng chét lueng dich vy trong nganh Ngan. hang van chya duge coi trong di rang nganh Ngan hang Viét Nam phat trigén nhanh trong nhing nam gén day. Bai nghién céu nhém dén viée xem xét ky vong va nhén thise céa khéch hang vé dich vy tién gui tit kigm tai Ngan hang Néng nghigp vai Phat trién Néng thén Vigt Nam (Agribank) bang céch sé dung céng cy nghién cebu SERVQUAL, dudi dang so sdnh cdc chi tiéu. u 200 khach hang duge héi vé ky vong va nhan thite dich vu, va dénh gid chat lugng dich vy qua cdc cau héi. Vie phn tich cho thay chat lung ich vy duge do luéng qua m6 hinh hiéu chinh gém 4 chi tigu: D6 Tin cay (Reliability), Chat Iuong Tuong tic (Interaction quality), Mi trudng Dich vu (Service environment) va Gia ca (Price). M6 hinh hiéu chinh cing dé xudt cho Agribank m6t s6 viée nén lam nhim dat dén ky vong khach hang. GIGI THIEU Giri tiét kigm 1a mot trong nhiing dich vy truyén théng tai ngan h n tién giti Gn dinh, chi phi thudng tir cdc cong ty va tired nhan. Trong sé dé, nguén ca nhan luén duge xem 1a én dinh nhat véi mot chi phi hop ly. Agribank luén dmg dau 6 cdc ngan hang thuong va c6 vai trd ndi bat trong su phat trién kinh t8 quéc gia, * Koa Du lich -Ba he Tai chink - Marketing Tap chi figan hang s6 20 thang 10/2010 [21]Ea fereNten enameled dic bit trong khu vue néng nghiép, nong thon. Agribank déng vai tro nbu ngudi dan dat thi trudng, tuan thi cae chinh séch cba Ding, Nha muse, Chinh phi va cdc chi thi cia Ngan hang Nha nue Vigt Nam vé tién t@ va von, Agribank 1 ngan hang lén nbat Vigt Nam ve ngudn von, tai sin, 6 nhan vién, hé théng hoat dng va he théng khach hang. Dén ngdy 31-12-2009, Agribank c6 t é ti san Ién dén 470,000 ty dong, tong so 3 nhan vign, 2.300 chi nhanh va phong giao dich, 1,034 ngan hing doi tae 6 95 nude va ving inh tho va hon 13 trigu khach hang. Tuy vay vé vide gtti tian tiét kigm. Digu d6 ndi lén ring, ve mat dich vu, Agribank van cin luén fic, Dé ké thita va phat huy nhiig thanh cong trong thdi gian qua, Agribank van can xem xét lign tue é dich vy gui tiét kigm ca nhan v CO SO LY THUYET VE CHAT LUONG DICH VU Dich vu la gi? C6 rat nhieu dinh vé dich vu. Trong nghién ett thé ding khai niém © Kotler & Amstrong (2001, p.291) “dich vu ld mor hinh duée sdn phdim bao gom cdc hoat dong. cdc loi ich, hay nhing sie tha man dan dé bein ra, ve can bain la va hink, va khong tao nén tinh so hirw ctia bat ky didu gi”.. Peter & Angela (2006) cho ring dich vu ¢6 bon dic trumg co ban: tinh V6 hinh (Intangibility). tinh Khong chia téch (Inseparability), tinh Khong dong nhat (Heterogeneity), tinh Dé hong (Perishability). Chat Iugng dich vy 1a mot thank phan quan trong trong nhan thie cia khach hang ve dich vy. Khéch hang nhan thie dich vu dugi ge d chat lugng va cach no théa man ho theo nhu kinh nghiém ciia ho. Theo 46, chat lngng dich vu c the duge dinh nghia nh 1a nhan thie ciia khach hang: vé mat dich vy cé thé biing hode vuot ky vong cua ho bao nhiéu (Zeithaml & Bitner, 2000). ‘M6 hinh chat lrgng dich vy Cé rat nhigu mé hinh chat lugng dich vy durge dé xudt va van dyng trong nhieu hoan cinh kha nhau. Trong nghién cifu nay, cae Khai niém, I thuyét duge ding cé lin quan dén m6 hinh SERVQUAL (Parasuraman et al., 1988) SERVQUAL la phuong phap chan doa, thanh do da bac duge phat trién nhiim danh gid nhan thie cia khich hang vé chat lung dich vu trong ete [22] fap chNganang 3620 thang /2010 nganh kinh doanh dich yy va ban 18. Mot ham sé bao gom 22 bién durgc sip xép trong cée nhom cau hoi, gdm phan ky vong v in nhan thire ve mot cong ty nhat dinh dang can danh gid chat lwong dich vu. Hon niva, nhiing bién sé nay duge phan yao nim nhém chi tigu (Zeithaml et al, 1988): BO Hiiu hinh (Tangibles), DO Tin cy (Reliability), Dé Hap tng (Responsiveness), DG Dim bdo (Assurance), DO Thau cam (Empathy) Hoc hai tir nig nha nghién ciru di trude trong Tinh vue ngan hang, md hinh duge ding trong nghién etru nay sé xudt phat tr mo hinh SERVQUAL da digu chinh con 4 chi tigu ea Osman et al (2005), va mot chi tidu khae vé Gid cit (Price) do Joshua & Moli (2005) 42 xud - Moi trudng dich vu (Service environment): lien quan dén bé ngoai cia nhimmg ngudi cung ting dich vu va thiét ké bén trong, bén ngoai cua cde trang thiét bi tai ngan hing = Chat lung tong tée (Interaction quality gm thai do va hanh vi ctia nhing ngudi © dich vu va phong cach tuemg tae ctia ho vi khich hang. - DO tha npathy): duge dinh nghia nh Ja sy quan tm ct nhan dén khdch hing, ¥ thie ctla nhin vién ngan hang trong viée tre hang va gidi quyét nhanh chong cdc yan dé cla khach hang. - Dé tin cay (Reliability): én quan dén tinh dang tin cia dich vy va tinh chinh xéc cba thong tin tuu tra. - Gid cd (Price): lign quan dén Jai suat tien ett cling nhur nhiing phy phi lign quan dén hoat dong gir tign ma ngan hang dp dung déi voi khach cam Mo hinh SERVQUAL dya trén cong thie ban Chat Iwqng dich vy (Service Quality) = Nhin thie khaéch hang (Customer: Perceptions-P) - Ky veng khach hang (Customers* Expectation-E) hay viét ngin gon Q =P -E. 28 bién sé sip xép trong 5 chi tiéu duge sir dung trong bang cfu hoi dé khio sat vé nan thie va k¥ vong cla khach hang. Thang do Likert 5 bac duge str dung, vai 1 (hoan ton khong ding §) dén 5 (hoan toan dng ¥). diém cia moi bién duge nhap dé phan tich. Két qua duge ding 4 nhan dién cdc khoding céch (gaps) trong nhan thite so v6i ky vong ciia khach hang vé 5 chi tigu da due d cap tren. Cc khoang ciich eda timg chi tiéu durge tinh toan nhur sau:Trong a6 SQj- Chat lugng dich vu vé chi tiguj Eij ~ Ky vong ve dich vy ctia cong ty cho bién 86 i trong chi tigu j Pij — Nhan thie vé dich vy cia céng ty cho bién 86 i trong chi tigu j 6 bién sé trong chi tiéu j ne. i Francis (1995) cho biét, vie han tich di ligu theo m6 hinh SERVQUAL cé thé duge thyc hign duéi nhieu d phan tich bién sé (ites -item analysis), nghia 1 Py ~ Ey, P3 — Ey); phan tich chi tigu (dimension-by-dimension analysis) nghia la (Py + Pa + Py + Py)/4)- (Ey + E> + Ey + E,)/4), trong di len Py, va Ey dén Ey, dai dién cho tuyén b6 ve nhfn thite vi ky vong lién quan dén mét chi tigu; va tinh chung mét thang do chat lgng dich vu (Py + Py + Py +... Pog)/28)- (Ey + E, + E3 + ... +E93)/28), goi 1a khoing cach SERVQUAL. Neghién ciru nay ap dung phan tich chi tiéu (dimension-by-dimension analysis), PHAN TICH VA PHAT HIEN Bang 1: Die trang mau Nhan to Phan loai Tye Tudi ‘Dusi 20 43 Tir 20 dén dudi 50 79.7 Tir 50 tro len 16.0 GiGi Nam 412 Ni S88 ‘Hoc van Trung hoc 12.3 Dai hoc 75.0 ‘Sau dai hoe 12.7 Nghe nghiép ‘Buén ban nho 25 Nhan vién 67.3 Gido vien 85 Doanh nhan 15.5 Khac 62 Dui 3 thang 315 Tir3 dén dudi 6 thang |4.3, Tir 6 dén duéi 12 thang] 16.6 Tir 12 thing wéelen —|47.6 M6 ta mau 162 cau tra 16i (81% trong tong s6 nhan va) c6 dii gid tri dua vao SPSS 15 dé phan tich. Phan tich nhan ching trong Bang / Xtrly dé ligu Phuong phap xit ly: hai céng cu chinh duge sit dung dé xit ly dit ligu 1a Cronbach's Alpha va Phan tich Nhan t6 Kham pha (Exploratory Factor Analy- sis- EFA). Trong céng cu Cronbach’s Alpha, cic bien c6 Twong quan Bién- Téng nhé hon 0.3 sé bi fogi, va tiéu chudn dé mgt chi tiéu duge chon lé Cronbach's Alpha it nhét bdng 0.6 (Nunnally & Burnstein, 1994), Trong EFA, phuong phap trich duge ding 1a Principal Component Analysis, phép quay duge ding 1 Varimax with Kaiser Normal- ization. Eigenvalue tt nhat bing 1.0, 46 gidi thich lay ké (cummulative % of variance explained) {t nhat bing 50% (Trong & Ngoc, 2008). C6 thé thay m6 hinh higu chinh trong Bang 2. Sau khi higu chinh, ta c6 4 chi titu c6 thé duge mé ta nhu sau ~ BO Tin cay (Reliability): ign quan dén céc phuong tign hifu hinh hay cich thite lién qua é cdc hoat dong gui tién iét kigm cing nh tinh On dinh hay ding tin cia viée thyc hign, - Chat lugng tuong tac (Interaction quality): lign quan dén thai d va dong thai cia nhing ngudi true tiép cung img dich vu va phong’cach tuong tac cia ho véi khach hang, - Mai trudng dich vu (Service environment, quan dén bé ngoai cia nhing ngudi t ing dich vu, ndi t ién tiét kigm ma ngan hang p dung voi khach ha Ca 4 chi tigu nay déu c6 Cronbach’s Alpha kha cao, lan luot 1a 0.890, 0.819, 0.709 va 0.746. Phan tich khoang céch SERVQUAL ch ctia ting diém nhan thie ich duong (positive) cho thay nhan thie dat bling hay vurgt KY vong, trong khi diém khong cach am (negative) cho biét thure té dich vu cn chua dat dén ky vong clia khdch hang. Sau d6, diém khong céch trung binh ctia ting chi tigu (Di) duge tinh, va roi diém trung binh SERVQUAL (Av) Trong chi titu dau tien, bién sé (Phuong tien hign dai trong giao dich tién giti tiét kiém (in- ap chifgan hang so 20 thang 0/201 [23]ORS Bang 2: M6 hin higu chinh ‘Rotated Component Matrix* Variables ‘Component STT | Ma Bien so Ty2)3]4 1 $8 | Website: thin thign, hign dai, 6 day di thong tin cp nat ve} 834 Tai sudt, dic biét vé hoat ding tien giri tiét kigm JT RE | Nan vidn ngin hang git bi mat cde giao dich eta khdel hang 769 J [ST [Phuong tign hign dai trong giao dich tien gui cit kiem (inter 668 net banking, phone banking, ATM...) TTS [Cae vat dung co lién quan den host dong gui en ciée kigm SA 661 titn giti, thé ATM, brochures,...) 3] RS | Nhan vin ngan hang cung img théng tin chinh xac cho Khich] 652 hang 6 ‘S6 | Phuong tién hién dai (may in, may photo, may tinh, quay thul 633 ngan, ATM, 7 19 |Nhan vién ngan hing dap img nhanh chong céc yeu cau ctia 561 khach hang 8 Tr | Nhan vién cé dui kién thie chuyén mon de tra Idi cau hoi cial 513 khach hang 9 14 _ | Nhan vien ngan hang c6 dong thai truyen niem tin cho kixdich hang} 865 10 75 | Nhan vién ngén hang lu6n ling nghe mot cach ton trong va cd 712 higu khach hang i T7 | Nhan vien ngin hang c6 quan hé t6t va than chien vor khach hang 710 72 | 12 |Nhan vien ludn lich thigp voi khach hang 704 13 | $3. [Noi that rong rai 755 Ta] S4 [Nhan vien va ban lm vige ludn trong tinh trang gon gang 703 15 | Si [Be ngoai ngin hang bit mat 650, T6 | S2_ | Phuong tién bat mat 561 17 P2 [Ngan hang cé ‘chinh sach linh hoat cho nhimg khoan rat trade 884 han 78 | PI |Nean hing cé Yai suat canb tranh “761 79 | P3 [Ngan hang thu phi hop ly 658 Eigenvalue 6.657 |2.589 | 1.604 }1.194 Variance (%) 35.039] 13.627] 8.442 |6.285 ‘Cronbach's Alpha 0.890 [0.819 }0.709 |0.746 Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization. a. Rotation converged in 6 iterations. (24] Tap chifiganhang s620 thang 0/2010Bang 3: Khoang cach SERVQUAL Chi tigu Pp | PE Ma Bien so ‘DO tin chy (Reliability) 394 | -052 88 Website: thn thién, ign dai, c6 day dii thong tin cap nhat ve 3.95 |-0.34 suat, diie bigt vé hoat dong tign git iét kigm RD | Nhin vien ngan hing git bi mat cae giao dich cia khach hang 4.60 [4.24 |-0.36 57 [Phuong én hign dai trong giao dich tien gi wet kigm (imeme| 4.60 [3.85 ]-0.75 banking, phone banking, ATM....) SS ‘Cc vat dung cé ign quan den hoat dng gui tien tiet kiem (So tien] 4.23 |3.86 | -0.37 giti, thé ATM, brochures,...) BR | Nhan vign ngan hang cung img thong tin chinh xe cho Khach hang 4.65 4.17 }-0.39 Se | Phuong ign hign dai (may in, may photo, may tinh, quay thu ngan] 4.28 [3.89 |-0.39 ATM...) 19 ‘Nhin vien ngan hang dap (mg nhanh chong cac yeu cau cla khach hang 4.41 13.72 |-0.69 Ti |Nhan vin 06 di Kign thite chuyén mon de tra loi cau hoi cdf 4.59 3.86 |-0.73 khach hang ‘Chat lugng tong tac (Interaction quality) 445 (3.73 [-0.72 4 han vién ngan hang ¢6 dOng thai truyen niem tin cho khéch hang 447 (3.73 |-0.74 15 Nhin vien ngan hing luon ling nghe mot cach ton trong va coj4.4l | 3.76 -0.65 higu khach hang TT [Nhan vign ngan hing co quan he tot va than thign vGi khich hing] 4.30 13.67 | -0.63 12 | Nhan vien lun lich thigp véi khich hing 462 [375 |-087 Moi truvng dich vy (Service environment) 413 (3.62 |-051 S3___ | Noi that rong rai 413 [3.62 |-0.51 $4 | Nhan vien va ban [am vige Iuén trong tinh trang gon gang 4.02 [3.62 |-0.40 SI Be ngoai ngan hang bat mat 4.24 [3.64 |-0.60 S2 Phuong tign bat mit 4.12 3.59 |-0.53 Gis cd (Price) 412 [415 [0.03 PD] Nolin bing o6 chinh sach inh hoat cho nbimg khoan rit trace han] 4.21 [4.32 [0.11 PL ‘Ngan hang cé lai suat canh tranh 437 [4.44 ]0.07 P3 | Ngan hing thu phi hop ly 3.78 [3.70 |-0.08 Diém SERVQUAL 4.33 [3.86 |-0.47(MAINTAIN ternet banking, phone banking, ATM...) c6 diém Khoiing cach cao nhat trong chi tiéu(-0.75), Diéu nay 6 nghia 18 Agribank chua dat duge tt ky, vong ciia khach hang trong bién sé nay. Bién sé n khoaing céch I6n thit hai 1 TL (Nhan vien 06 dit kién thie Gecshuybar mon dé tra 161 cau hon ky vong nhiéu. Mot bién sé 6 diém khoding cdch cao hon trung binh trong chi tigu nay 14 19 (Nhan vién ngan hang dap tng nhanh chong cac yéu cau cia khach hang), -0.69, nhu vay khach hang d6i héi tinh dép tng nhanh chéng hon nhiéu so véi nhing gi nhan vién Agribank lam duge. 5 bién sé cén lai cé diém khoang cach nhé hon trung binh cia chi tigu Chi tigu 6 diém khodng cach gin bing chi tigu dau tién (-0.52 so véi -0.51) la chi tigu MGi trudng dich vy. Trong chi tiéu nay, diém khoang cach cia cd 4 bién so gin nhw bang nhau, Nhu vay, Agribank cting nén chit ¥ dén chi tigu nay nhu dat chti ¥ vi chi tigu BQ Tin cay. Chi tiéu thir hai, Chat Iugng Tuong tac, 6 diém khotng cach lén nhat, -0,72, trong khi diém trung binh SERVQUAL 1a -0.47. Diém khodng cach cao trong ting bién st dong gop phan quan trong trong vige lam cho diém chung ctia chi tiéu cao nhat trong m6 hinh. Trong sé do. diém khoang cach ctia 12 (Nhan vién luén lich thigp véi khéch hang) 1a cao nh: 87, Agribank can xem xét diu nay a Chi tigu cuéi lai hoan toan khac biét so véi ba chi titu vita néu, trong khi 3 chi tiéu trén cd khoang céch diém am lan lugt 1a -0.51, -0.52 va -0.72, khodng cach diém ctia chi tidu cudi 1a 0.03, 6 nghia 1 cao hon ky vong cia khéch 1g! Trong 3 bién sé ciia chi tiéu nay, bién P2 ‘Ngan hang c6 chinh sach linh hoat cho nh ng khodn riit trude han” c6 khoang cach di t, 0.11, Agribank c6 thé can nhie yéu t6 nay dé thanh cong trong canh tranh Trong s6 11 ti diém khodng cach kém hon di h SERVQUAL -0.47, 6.7 quan dén nhan vien, 3 quan dén ng dich vu, va chi c6 1 lién quan dén phuong phip giao dich. 5 diém khodng cach nhé nhat thude vé cic chi tiéu DO Tin cay (2 bién) va Gid ca (3 bién) (Bang 4) Diém can luu ¥ 1a di chi c6 3 bi chi tidu Gia ca nhung ca 3 dé cach nhé nhat. Diéu 1am rat tot chi udu ve Gi Hai trong s6 3 bién s6 ciia chi tidu nay vugt qua su_ky vong cia khch hang, bién s6 cdn lai chi thép hon ky vong khach hang rit it (Bang 5). Diém khodng cach Idn nhat 1a cia bién $6 12 “Nhan vién lu6n lich thi¢p véi khach hang”, thir h at bién s6 S7 “Phuong tign hign dai trong giao dich tién giti tiét kiém (internet banking, phone banking, ATM, chi tigu, 86 trong 6 diém khoaing ay cho thy Agribank da ca trong 4 chi tiéu, Bang 4: 5 diém khoang céich nhé nht Chi tiéu) Diém ky [Diém nh§n] Diem Khoang cach ans vong thie "| (Nh§in thie - Ky vong) DO Tin cdy S8 Website: thin thien, hién dai, co day ai} 429 3.95 0.34 thong tin cap nat vé Tai suat, dac biét ve hhoat dng tién git tiét kigm R2__ [Nhan vién ngan hang git bi mat cac giao] 4.60 424 -0.36 dich cia khach hang P2 Ngan hang cé chinh ‘h linh hoat choj 4.21 4.32 Ol nhimg khoan rat trude han PI | Ngan hang cé lai suat canh tranh 437 444 0.07 P3— [Ngan hang thu phi hop ly 3.78 3.70 -0.08 [26] lap chiftgan hang si 20 thangi0 /2010Bang 5: 5 diém khoang cach 16n nl CONG NGHE NGAN HANG] [Chi tiéu Diem ky] Diem [Diem khoang cich = - yong |nhan thie| (Nhan thite - Ky Ma Bien so vong) (S7 [Phuong tign hign dai trong giao dich tien gin tiet kgm] 4.60. 3.85 0.75 (internet banking, phone banking, ATM...) 19. [Nhan vign ngan hang dap img nhanh chong eae yeul4.41 [3.72 -0.69 clu cia khdch hing TT [Nhan vién co di kien thae chuyén mon d@ waloicaul459 [3.86 073 hoi cia khach hang Chat Iuyng tung te 14 [Nhan vign ngan hang c6 dong thai truyén nim tinch}4.47 13.73 074 khach hang 12 [Nhan vign lu6n lich thigp voi khach hang 262 [3.75 “087 3 trong sé 4 chi tigu 6 diém khoang cach am, tir -0.51 dén -0.72, chi o6 chi tiéu Gid ca c6 diém khong cach duong 0.03. Diém trung binh SERVQUAL 1a 4m -0.47, Chi tigu chat Iugng tuong tac rat dang duge quan tam vi diém khoang cach Ién nhit. Ca 4 bin s6 trong chi tiéu nay déu c6 diém khoang cach cao, trong 46 c6 dén 2 bién sé 12 va 14 nim trong s6 nhitng bién cé diém khodng cach lon nhat trong mé hinh, Dé tin cay 1a chi tiéu kha ly thd, khi c6 3 trong sé 8 bién s6 nam trong 5 dié khoang cach Ién nhdt, trong khi c6 2 bién sé nam trong 5 diém khong céch nhé nhat trong mo hinh BE XUAT VA KET LUAN Dé xuat Trude tién, nhan vién can duge hudn luyén ky cang Chat lung tuong tac 1a chi tigu c6 diém khoang cach én nhat, bao gom 4 bién sé cing c6 diém khong cach I6n. Trong chi titu nay, tt cd cde bién s6 déu lién quan dén ky ning mém cia nhan vién. Tuong ty, mt phan cua DO Tin cy cling lién quan dén ky nang mém. Hon nia, ti két gu khdo a c6 thé thay kj vong khach 1a rat cao. Dé gidi quyét tong quat, Agribank nén can nhic viée huan luyén nhan vin cd vé ky nang mém, kién thie chuyén mon lin quy dinh, chin sach cua Agribank. Viée hudn Juyén can duge thc hign cho ca nhan vién hin tai va nhan vién mdi. Dic biét, trong linh vuc tiét kigm ca nhan, khi cdc sin pham tict kiém méi dug tung ra, tat ca nhan vién cé lién quan can duge hudn luyén ky cang. Hon nita, can c6é di thoi gian cho nhan vién hiéu ré rang vé sin pham mdi truéc khi hg xuat hién déi dién voi khach hang. Trong linh vue di héi tinh tuong tac cao gita nguéi cung cAp dich vu va khach hang, néu khoang cach nay dugc thu hep, ngan hang chic chin 1a nguéi dugc hudng Igi nhiéu nhat. Khi ngin hang c6 durgc nhan vien c6 ky nang giao tiép tot, ho c6 thé gidi quyét tt ca cdc van dé ctia khach hang, hon nia, véi ky ning mém tét, ho cé thé giao dich véi khach hang trong cd nhiing truéng hop thong thuéng lin nhéng truéng hop chuyén mén sau, voi mét mite kién thite chuyén mén nhat dinh, gidip cung cp thong tin di va dting dén khach hang. Thié hai, thong tin can ludn san sdng Ngoai vige hudn luyén nhu duge de cap 6 tén, Agribank cing cin cin nhac cung cap thong tin sin sing cho nhiing cau héi thuéng Tapchiflgan hang s620 thang 8/2000 [27]CONG NGHE NGAN HANG gap qua website, cdc kénh thong tin ndi bé,... sao cho bat ky khi nio cin, nhan vién cé thé truy cp nhanh chéng va dip tng cho bat ky yéu cdu nao cua khach hang. Vige nay cén c6 thé bé ich cho viéc ty cap ni ty mang cao kién thie cho n vien. Gidi phdp nay ciing c6 thé hitu dung cho khach hang. Néu nhiing thong tin can thiét ludn £6 dang truy cap d véi khach hang, nhing yéu cau cia khdch hang d6i véi_ nhan vién Agribank sé gidm xudng va d6 théa man cé thé tang én. Thié ba, ede phuong tien hitu hinh cdn due tdi thiét ké va dau tu them MOi trudng dich vu 1a mot trong 3 chi tiéu c6 diém khoang cach am. Nhim thu hep khoang cch nay, cdc phuong tién hiu hinh bao gdm ndi that, bé ngodi ngan hing va ca cdc phuong tin Lim viée nhw quay giao dich, trang phue nhan vién can duge can nhac thém. Khu vue giao dich van con nhan duge hep, Agribank c6 vige mé rong khu vue giao dich, hay thiét khu ve cho thay 6 nhiéu khodng khong hon. Bé ngodi cla ngan hang- ta cc chi nhanh dén phéng giao dich, cin duge cht trong theo hugng bao dam tinh dé nhan dign, théng nhat trong toan hé thong va tao vé thu hiit déi vi da s6 c4 nhan c6 thé 14 khach hang tiém nang clia ngan hang. Cac phuong tién khée hw website (phan tién giti cd nhan), 6 tiét kiém, brochures, t6 roi cling cé thé can can nhac, dé tgo tinh thu hit cao hon. Tinh thu hit 6 day khong chi 18 tinh bit mat, ma con 1a tinh dé higu, dé dge, dé dién, dé nhan [28] lap chifigan hang s6 20 thang fl /2010 dign dau la noi nguéi ding can thiét nhat kKét luan Nghién cau nay van dung Iy thuyét vé m6 hinh SERVQUAL dé do ludng chat lugng dich vu giti tién tiét kiém c4 nhan tai Agribank. M6 hinh gitp cae nha quan 1y Agribank higu them vé khach hang, hiéu nhiing ky vong cia ho ciing nhu ¥ kién danh gid cia ho ve chat luyng dich vu ngan hang. Qua 46, Agribank 6 thé hinh dung phan nao ngan hang dang é dau va cin lam nhiing gi dé tiép cn kj vong ciia khach hang vé dich vu. ‘Trong béi canh cia nghién city, ky vong cia khach hang duge tm tit bling 4 chi tiéu: D6 Tin cay, Chat lugng Tuong tic, Méi trong Dich vu, Gid ca, c6 diém sé gin ngang bing nhau, lan lugt 1a 4.46, 4.45, 4.13, 4.12, lam cho diém trung binh cia ky vong néi chung 1A 4.33 trong bang diém t6i da 1a 5. Diéu dic biét cia nghién ctu 1a chi tigu Gia ca c6 diém khoang cach duong 0.33 trong khi 3 chi tigu cdn Iai e6 diém khodng céch am. Diéu nay cho thay Iai sudt va phi cia Agribank vugt ky vong khach hang, trong khi céc chi tiéu khéc cn duge chi y thu hep khoaing cdch d6, nghién cifu di dua ra 3 dé xudt chinh c6 thé cing Agrib- ank thu hep cic khodng cach: dé xudt vé hudn luyén ky nding mém, kién thie chuyén mén va guy dinh cho nhan vién, d é ung in-c6 cae thong tin v6i nha vién v khach hang va dé xuat vé viée thiét ké ciing nhw dau tu thém cho phuong tign hiu hinh bao gdm noi that, bé ngoai chi nhanh- phong giao dich, trang phuc nhan vign va noi giao dich, dae biét d6i véi dich vu tién giti cd nhan. @ TAILIEUTHAM KHAO 1. Joshua A. J. & Moli, P.K. Expectations and Perceptions of Service Quality in Old and New Generation Banks - a Study of Select Banks in the South Canada Region, Indian Journal of Marketing, Sep- tember, 2005 2. Kotler, P. & Amstrong, A. Principles of Marketing. (9" edition). Prentice Hall In- ternational Inc. 2001. 3. Nunnally, J. & Bernstein, “LH. Pschychometric Theory, 3 edition. New York: Mc- Graw-Hill. 1994. 4. Osman, M.K., Ugur, Y. Emin, B. Measuring Service Quality of Banks: Scale De- velopment and Validation. Journal of Retailing and Con- sumer Services, Vol. 12, pp. 373-383. 2005. 5. Parasuraman, A., Zei- thaml, V.A. and Berry, L.L., SERVQUAL: a Multiple Item Scale for Measuring Customer Perceptions of Service Qual- ity, Journal of Retailing, Vol. 64 No. 1, pp. 12-40. 1988. 6, Peter, M. & Angela, P. Services Marketing Manage- ment, Third Edition, Elsevier. 2006. 7. Trong, H & Ngoc, C.N.M. Phan tich Dit ligu Nghién citu voi SPSS. Nha Xuiit ban Hong Dire. 2008, 8. Zeithaml, V., Berry, L. L & Parasuraman, A. Communi- ition and Control Processes in the Delivery of Service Quality. Journal of Marketing, ‘Vol. 52, pp. 35-48. 1988. 9. Zeithaml, V.A. & Bitner, M4., Services Marketing: In- tegrating Customer Focus Across the Firm, Irwin Mc- Graw-Hill. 2000.