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

---------

NGUYN TH KIM ANH

NGHIN CU LNG TRUNG THNH CA KHCH HNG TRONG NGNH NGN HNG TI TP.HCM

LUN VN THC S KINH T

TP. H CH MINH - NM 2010

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

NGUYN TH KIM ANH

NGHIN CU LNG TRUNG THNH CA KHCH HNG TRONG NGNH NGN HNG TI TP.HCM

LUN VN THC S KINH T

Chuyn ngnh: Qun tr kinh doanh M s: 60.34.05

NGI HNG DN KHOA HC:

GS.TSKH.TRN VN CHNH

TP.H CH MINH - NM 2010

LI CM N
Trong thi gian lm lun vn tt nghip, ti nhn c s gip ht sc qu bu ca Thy C gio, ca ngi thn, ca bn b, v ca nhng khch hng tham gia kho st. Trc ht, ti v cng bit n nhng Ngi Thy tn knh tn tnh hng dn khoa hc cho ti thc hin lun vn ny. Ti xin gi li cm n su sc n ton th cc thy c trong Khoa Qun Tr Kinh Doanh - Trng i hc Kinh t thnh ph H Ch Minh, truyn t cho ti nhng kin thc hu ch trong sut thi gian hc ti c nn tng kin thc thc hin lun vn ny. Ti cng xin trn trng cm n cc khch hng tham gia kho st, ti c c thng tin v d liu nghin cu. Cui cng, ti xin by t lng bit n su sc n gia nh v nhng ngi bn thn thit, lun ng vin, ng h ti trong thi gian hc tp v lm lun vn tt nghip.

Thnh ph H Ch Minh, ngy thng nm 2010

Nguyn Th Kim Anh

II

LI CAM OAN
Ti xin cam oan lun vn thc s kinh t o lng Lng trung thnh ca khch hng trong ngnh ngn hng ti thnh ph H Ch Minh l cng trnh nghin cu ca ring ti. S liu s dng trong nghin cu l kt qu kho st thc t vi ngun gc r rng, ng tin cy, c x l trung thc.

Hc vin:

NGUYN TH KIM ANH

III

MC LC
LI CM N ......................................................................................................... I LI CAM OAN...................................................................................................II MC LC............................................................................................................ III DANH MC BNG BIU .................................................................................. VI DANH MC HNH V ...................................................................................... VII DANH MC CH VIT TT ..........................................................................VIII 1. 2. 3. 4. 5. 1.1 1.1.1 1.1.2 1.2 1.2.1 1.2.2 1.2.3 1.2.4 1.3 1.3.1 1.3.2 C s hnh thnh ti ................................................................................ 1 Mc tiu ca ti....................................................................................... 3 i tng v Phm vi nghin cu................................................................ 3 Thit k nghin cu v Quy trnh thc hin ................................................. 3 Kt cu ca lun vn .................................................................................... 5 Gii thiu tng quan v th trng ngn hng v dch v ngn hng Vit V h thng ngn hng ........................................................................... 6 V dch v ngn hng ............................................................................. 7 Gii thiu nhng nghin cu tiu biu nghin cu v Lng trung thnh Nghin cu ca Nguyn Th Mai Trang (2006) ...................................... 8 Nghin cu ca Tin Ha (2007) ...................................................... 9 Nghin cu ca Beerli, Martin & Quintana, 2004................................. 10 Nghin cu ca Goulrou Abdollahi (2008) ........................................... 10 ngh m hnh nghin cu o lng Lng trung thnh ca khch hng M hnh nghin cu.............................................................................. 12 Khi nim nghin cu, thang o v cc gi thuyt ................................ 13

Chng I: C S L LUN V M HNH NGHIN CU ........................... 6 nam......................................................................................................................... 6

ca khch hng v cc yu t tc ng.................................................................... 8

trong ngnh ngn hng ti thnh ph H Ch Minh............................................... 11

IV

1.3.2.1 1.3.2.2 1.3.2.3 1.3.2.4 1.4 1.5 2.1 2.2 2.2.1 2.2.2 3.1 3.2 3.2.1 3.2.2 3.2.3 3.2.4 3.3 3.3.1 3.3.2 3.3.2.1 3.3.2.2 3.4 3.4.1 3.4.2

S tha mn ca khch hng ......................................................... 13 Quyt nh la chn ca khch hng ............................................. 15 Thi quen la chn ngn hng giao dch ca khch hng .............. 16 Lng trung thnh ca khch hng .................................................. 17 C s la chn m hnh ............................................................................. 18 C s iu chnh m hnh .......................................................................... 19 Nghin cu s b....................................................................................... 21 Nghin cu chnh thc............................................................................... 22 Tin trnh thu thp d liu v c mu ................................................... 23 Tin trnh x l d liu......................................................................... 23 M t mu.................................................................................................. 25 Kim nh thang o ................................................................................... 27 Kt qu kim nh Cronbach Alpha thang o cc yu t nh hng n Kt qu kim nh Cronbach Alpha thang o Lng trung thnh............ 28 Kt qu kim nh EFA thang o cc yu t nh hng n Lng trung Kt qu kim nh EFA thang o Lng trung thnh.............................. 30 Kim nh m hnh v gi thuyt nghin cu ............................................. 33 Phn tch tng quan ............................................................................ 33 Phn tch Hi quy ................................................................................. 34 Kim nh m hnh nghin cu ..................................................... 35 Kim nh cc gi thuyt ............................................................... 36 Thc trng v Lng trung thnh v cc yu t tc ng ti thnh ph H V S tha mn .................................................................................... 39 V Quyt nh la chn........................................................................ 39

Chng II: PHNG PHP NGHIN CU .................................................. 21

Chng III: KT QU NGHIN CU ............................................................ 25

Lng trung thnh .................................................................................................. 27

thnh..................................................................................................................... 29

Ch Minh .............................................................................................................. 38

3.4.3 4.1 4.1.1 4.1.2 4.1.3 4.2

V Lng trung thnh............................................................................. 40 Kin ngh mt s gii php vi cc nh qun tr ngn hng trn a bn Gii php th nht: Ch trng yu t Lng trung thnh ca khch Gii php th hai: Nng cao s tha mn cho khch hng .................... 44 Gii php th ba: Nng cao nng lc cnh tranh ca ngn hng............ 46 Kt lun ..................................................................................................... 46

Chng IV: KIN NGH GII PHP V KT LUN .................................. 43 thnh ph H Ch Minh ........................................................................................ 43 hng c th pht trin bn vng ....................................................................... 43

TI LIU THAM KHO .................................................................................. 49 PH LC ............................................................................................................... i Ph lc I: M hnh v thang o ca Goulrou Abdollahi (2008) ............................... i Ph lc II: Bng cu hi kho st........................................................................... iii Ph lc III: Kt qu thng k m t - thng tin mu............................................... vi Ph lc IV: Kt qu kim nh thang o - Nghin cu s b ............................... viii Ph lc V: Kt qu kim nh thang o - Nghin cu chnh thc......................... xiv Ph lc VI: Kt qu thng k m t - thng tin cc yu t ................................. xviii

VI

DANH MC BNG BIU

Bng 1.1: Bng 1.2: Bng 1.3: Bng 1.4: Bng 1.5: Bng 3.1: Bng 3.2: Bng 3.3: Bng 3.4: Bng 3.5: Bng 3.6: Bng 3.7: Bng 3.8: Bng 3.9: Bng 3.10: Bng 3.11: Bng 3.12: Bng 3.13: Thit k nghin cu Thang o S tha mn Thang o Quyt nh la chn Thang o Thi quen Thang o Lng trung thnh Thng tin mu nghin cu Kt qu kim nh Cronbach Alpha thang o cc yu t nh hng Kt qu kim nh Cronbach Alpha thang o Lng trung thnh Kt qu kim nh EFA thang o cc yu t nh hng Kt qu kim nh EFA thang o Lng trung thnh C cu thang o sau kim nh Ma trn tng quan bin Kt qu kim nh hi quy Kt qu Thng k m t phn d - m hnh l thuyt Kt qu kim nh m hnh Kt qu Thng k m t thang o S tha mn Kt qu Thng k m t thang o Quyt nh la chn Kt qu Thng k m t thang o Lng trung thnh

VII

DANH MC HNH V
Hnh 1.1: Hnh 1.2: Hnh 1.3: Hnh 1.4: Hnh 1.5: Hnh 1.6: S quy trnh thc hin nghin cu M hnh nghin cu ca Nguyn Th Mai Trang (2006) M hnh nghin cu ca Tin Ha (2007) M hnh nghin cu ca Beerli, Martin v Quintana (2004) M hnh nghin cu ca Goulrou Abdollahi (2008) M hnh nghin cu ngh cho o lng Lng trung thnh ca khch hng trong ngnh ngn hng ti thnh ph H Ch Minh

VIII

DANH MC CH VIT TT
CA: EFA: LTT: KH: NH: NHCSXH: NHTM: NHTMCP: NXB: QTKD: TPHCM: H s tin cy thang o Cronbach Alpha Phn tch Nhn t khm ph Lng trung thnh Khch hng Ngn hng Ngn hng chnh sch x hi Ngn hng Thng mi Ngn hng Thng mi c phn Nh xut bn Qun tr kinh doanh Thnh ph H Ch Minh

LI M U
1. C s hnh thnh ti
Trong bi cnh nn kinh t nc ta hin nay ang hi nhp ngy cng su rng vi th gii, ngnh Ngn hng - mt ngnh kinh t dch v ln v quan trng, cng ang c nhiu c hi v thch thc cho s pht trin. C hi l c vng vy trong mt th trng sn nh y tim nng, vi dn s hn 85 triu ngi m 2/3 l dn s tr, trong mi ch c khong trn 10% ngi dn m ti khon ti ngn hng (theo VNeconomy)1; Cn thch thc l mi trng vi p lc cnh tranh ngy cng ln. Hin ti, cnh tranh hu nh mi ch l gia cc ngn hng trong nc vi nhau, khi m mt s ngn hng nc ngoi d vo th trng, nhng cn ang trong giai on m thm cng c a v. Nhng ri y, khi ngy cng c thm nhiu nhng la chn t cc ngn hng 100% vn nc ngoi vi b dy kinh nghim hng trm nm, v phong cch phc v chuyn nghip hn xut hin, th cnh tranh s cn quyt lit hn. Do , thch thc cnh tranh ca cc ngn hng nc ngoi i vi cc ngn hng trong nc s ngy cng gia tng. Khch hng th trng ngn hng ngy nay, trong bi cnh ra ng gp ngn hng, c nhiu la chn vi dch v ngn hng t trn 30 ngn hng thng mi hin c. Theo kt qu mt kho st mi y ca Chng trnh Pht trin Lin hp quc (UNDP), phi hp cng B K hoch v u t thc hin nm 2008, c 42% doanh nghip v 50% ngi dn c hi u tr li rng khi th trng ti chnh m ca, h s la chn vay tin ti cc ngn hng nc ngoi ch khng phi l ngn hng ni a! Kt qu nghin cu s b ca nghin cu ny cng cho bit, d th trng ngn hng mi nhn nhp vi s lng ngn hng v dch v ngn hng nhiu ln ch vi nm gn y, nhng c kh nhiu khch hng tham gia kho st tng thay i ngn hng giao dch, hoc s dng dch v ca nhiu ngn hng cng lc.
1

http://vneconomy.vn/200808050141426P0C6/suc-nong-canh-tranh-ngan-hang-ngoai-dang-lo-dien.htm

Trc din bin th trng ny, cc ngn hng thng mi trong nc cng bt u nhn ra rng thch ng vi tnh hnh mi th cn phi thay i gia tng nng lc cnh tranh. C v lnh o ngn hng nhn nh2: xt v bn cht, khch hng lun mong mun c s dng cc sn phm ngn hng c tin ch. Gi s, ngn hng nc ngoi v ngn hng Vit Nam cng cung ng mt loi sn phm, dch v nhng sn phm ca ngn hng nc ngoi c nhiu tin ch hn, kt ni c nhiu sn phm, v em n s thun tin cho khch hng; th khch hng d l ngi Vit Nam, cng s xem xt li quyt nh. Ch c lng trung thnh ca khch hng mi gip ngn hng ng vng trong mi trng cnh tranh ngy cng gay gt. V mt trong nhng chin lc thng minh nht l xy dng lng trung thnh ca khch hng3. (ng L c Sn - cu gim c NHTMCP VPBank). xy dng c Lng trung thnh ni khch hng, cc ngn hng cn thng tin v lng trung thnh khch hng v cc yu t nh hng n lng trung thnh, c c s hoch nh chin lc xy dng v duy tr lng trung thnh khch hng hiu qu. V th, cn c mt nghin cu xc nh nhng yu t nh hng quyt nh n lng trung thnh ca khch hng ngn hng cho th trng ngn hng nc ta hin nay nhm gip cc ngn hng tr li cu hi: thc trng lng trung thnh ca khch hng ngn hng hin nay nh th no, v cn lm g gia tng lng trung thnh ca khch hng i vi ngn hng, gi c khch hng trong mi trng cnh tranh ngy cng khc lit. Vi s quan tm ti th trng ngn hng, tc gi mun thc hin ti o lng lng trung thnh ca khch hng ngnh ngn hng, v nhng yu t c tc ng i vi lng trung thnh th trng ny ti thnh ph H Ch Minh. y chnh l l do hnh thnh ti: o lng Lng trung thnh ca khch hng trong ngnh ngn hng ti thnh ph H Ch Minh.
Dn theo http://www.atpvietnam.com/vn/thongtinnganh/20020/index.aspx Dn theo http://nganhang.anet.vn/nganhang/hoatdong/Dinh-huong-xay-dung-thuong-hieu-ngan-hang-VietNam/v874
3

2.

Mc tiu ca ti

ti c thc hin vi mc tiu: 1. Xc nh mi quan h tc ng ca mt s yu t n Lng trung thnh ca khch hng trong ngnh ngn hng. 2. o lng Lng trung thnh ca khch hng trong ngnh ngn hng ti thnh ph H Ch Minh. 3. Kin ngh mt s gii php cho nh qun tr ngn hng ti thnh ph H Ch Minh, nhm duy tr v nng cao s trung thnh ca khch hng i vi ngn hng.

3.

i tng v phm vi nghin cu

i tng nghin cu l mt s yu t tc ng n lng trung thnh ca khch hng trong ngnh ngn hng ti a bn thnh ph H Ch Minh. Phm vi nghin cu l cc ngn hng thng mi ti thnh ph H Ch Minh.

4.

Thit k nghin cu v Quy trnh thc hin

Thit k nghin cu c th hin trong bng 1 di y:

Bng 1.1
Bc

Thit k nghin cu
Nghin cu Phng php Thi gian

1 2

S b Chnh thc

nh lng nh lng

2/2010 3/2010

Nghin cu c thc hin vi hai bc l nghin cu s b v nghin cu chnh thc. C hai bc nghin cu u c thc hin bng phng php nghin cu nh lng.

Quy trnh thc hin nghin cu c minh ha nh trong s di y:

M hnh v Thang o ca Goulrou Abdollahi (2008)

M hnh v thang o nhp

Nghin cu s b
-kho st th (n = 30) -tho lun tay i

M hnh v thang o iu chnh

Nghin cu chnh thc

kho st chnh thc (n = 162)

X l d liu
- Phn tch thng k m t - Phn tch tin cy (CA) - Phn tch nhn t khm ph (EFA) - Phn tch hi quy - Kim nh gi thit

Vit bo co

Hnh 1.1

S quy trnh thc hin nghin cu

5.

Kt cu ca lun vn
Ni dung lun vn bao gm nhng phn trnh by sau:

Li m u: Gii thiu tng quan v ti nghin cu. Chng I: C s l lun v M hnh nghin cu Gii thiu tng quan v h thng ngn hng v dch v ngn hng Vit nam (thnh ph H Ch Minh), gii thiu m hnh nghin cu tham kho v m hnh nghin cu ngh cho o lng lng trung thnh ca khch hng trong ngnh ngn hng ti thnh ph H Ch Minh. Chng II: Phng php nghin cu Trnh by thit k nghin cu, phng php kim nh thang o, kim nh m hnh, v cc gi thuyt nghin cu. Chng III: Kt qu nghin cu Nu thng tin mu nghin cu, kt qu nghin cu, m t thc trng v lng trung thnh ca khch hng ngn hng cng cc yu t tc ng. Chng IV: Kin ngh gii php v kt lun Da trn kt qu nghin cu kin ngh nhng gii php vi nh qun tr ngn hng nhm duy tr v nng cao s trung thnh ca khch hng i vi ngn hng, nu cc hn ch ca nghin cu, v xut hng nghin cu tip theo.

Chng I C S L LUN V M HNH NGHIN CU

Gii thiu chng I

bt u phn ni dung nghin cu, Chng I ny s trnh by phn c s l lun lm nn tng cho nghin cu, m hnh, thang o v cc gi thuyt nghin cu o lng lng trung thnh ca khch hng trong ngnh ngn hng ti thnh ph H Ch Minh.

1.1

Gii thiu tng quan v th trng ngn hng v dch v ngn hng Vit nam 1.1.1 V h thng ngn hng

Theo s liu Vin chin lc v pht trin ngn hng cung cp4, H thng ngn hng Vit Nam hin c 1 Ngn hng chnh sch x hi (NHCSXH), 5 ngn hng thng mi (NHTM) nh nc, 38 ngn hng thng mi c phn (NHTMCP), 47 chi nhnh ngn hng nc ngoi, v 06 ngn hng lin doanh. Nhm NHTM nh nc l cc ngn hng trc y ca nh nc, c c phn ha, nh NH ngoi thng Vit nam (Vietcombank), NH u t v pht trin Vit nam (BIDV), NH Nng nghip v pht trin nng thn Vit nam (Agribank), NH cng thng Vit nam (Vietinbank), v NH Xut nhp khu Vit nam (Eximbank). Nhm NHTMCP c mt s ngn hng t nhn pht trin nhanh nh NH Chu(ACB), NH ng (DAB); cn li l cc ngn hng c quy m nh, nhng
4

http://diendannganhang.com/forums/t/76.aspx

ngn hng lin doanh, ngn hng nc ngoi, v vn phng i din ca ngn hng nc ngoi.

1.1.2

V dch v ngn hng

So vi trc y, c cht lng v s lng dch v ca ngn hng tng ln, nhng cn rt thp so vi mt bng chung ca khu vc v th gii. Theo s liu ca Ngn hng Nh nc, hin cc ngn hng nc ngoi c th cung cp khong 1.000 dch v khc nhau cho khch hng, trong khi ngn hng ni ch cung cp c khong 100 dch v vi quy m nh v tnh tin ch khng cao5. Dch v ngn hng ang c cung cp ph bin hin nay gm: Dch v Tin gi: l cc gi dch v huy ng vn di dng tin gi tit Dch v Tin vay (Tn dng): l dch v cho vay vn, gm cc gi dch v Dch v Thanh ton trong v ngoi nc: bao gm cc gi dch v dnh cho kim v tin gi thanh ton l ch yu. cho vay ca ngn hng to thu nhp cho ngn hng v to tin cho nn kinh t. khch hng c nhu cu thanh ton hp ng mua bn trong hoc ngoi nc, thanh ton ha n, nh thu hoc bo lnh cho ngi th hng Dch v Chuyn tin: Hin ti, dch v ny ang c cung cp bi hu ht cc ngn hng thng mi, di dng chuyn tin t nc ngoi v Vit nam qua Western Union, chuyn tin kiu hi v chuyn tin trong nc. Dch v Th: c cc ngn hng cung cp trong vi nm gn y nh mt phng tin thay th dng tin mt trong tn dng v thanh ton. y l dch v m hu ht cc ngn hng thng mi u nhm ti nh mt dch v mi nhn. Cc dch v ngn hng khc nh: Dch v y thc, t vn ti chnh, qun l ti khon nh u t chng khon ... cng c nhiu ngn hng cung cp, nhng li cha c s dng ph bin theo nh kt qu kho st trong mu nghin cu; Cn nhiu sn phm dch v khc vn ph bin trn th gii nh qun l ti

theo http://news.sanotc.com

sn cho c nhn thu nhp cao, qun l kt st, ... th li cha c cung cp th trng ngn hng nc ta. Ni chung, th trng ngnh ngn hng nc ta cho n thi im hin ti vn l mt th trng non tr, tnh chuyn nghip cha cao, cha p ng tt c nhu cu a dng ca khch hng, cng cha quan tm nhiu n yu t Lng trung thnh ca khch hng.

1.2

Gii thiu nhng nghin cu tiu biu nghin cu v Lng trung thnh ca khch hng v cc yu t tc ng
c mt s nghin cu v s trung thnh ca khch hng v cc nhn t

nh hng trong lnh vc dch v ni chung, v lnh vc ngn hng ni ring. Tc gi xin nu ra y mt s nghin cu tiu biu c trong v ngoi nc. 1.2.1 Nghin cu ca Nguyn Th Mai Trang (2006) Nghin cu ny c thc hin ti thnh ph H Ch Minh, nhm xem xt mi quan h gia cht lng dch v siu th, s tha mn, v lng trung thnh ca ngi tiu dng i vi siu th. M hnh nghin cu c minh ha nh sau:
Hnh 1.2 M hnh nghin cu ca Nguyn Th Mai Trang (2006) v Lng trung thnh ca khch hng siu th

CLDV SIU TH Cht lng hng ha Nhn vin phc v Trng by siu th Mt bng siu th An ton siu th S THA MN TRUNG THNH SIU TH

(Ngun: Nguyn Th Mai Trang (2006), Cht lngdvu, s tha mn, v lng trung thnh ca khch hng siu th ti thnh ph H Ch Minh, tr59 [7])

Nghin cu ny cho kt qu l cht lng dch v l yu t quan trng lm tha mn khch hng cng nh lm tng lng trung thnh ca h i vi siu th. 1.2.2 Nghin cu ca Tin Ha (2007) Nghin cu ny c tc gi thc hin ti th trng ngn hng thnh ph H Ch Minh nhm o lng s tha mn hay hi lng ca khch hng i vi sn phm dch v do ngn hng HSBC cung cp. M hnh nghin cu a ra nh sau:
Hnh 1.3 M hnh nghin cu ca Tin Ha (2007) v s tha mn ca khch hng ngn hng

S thun tin Phong cch phc v S tn nhim

S tha mn

S hu hnh

Tnh cnh tranh v gi

Hnh nh DN

(Ngun: Tin Ha (2007), Nghin cu s hi lng ca khch hng doanh nghip i vi sn phm dch v ngn hng HSBC CN TPHCM, tr63 [1])

Nghin cu ny xc nh c s tha mn ca khch hng chu nh hng ca cc yu t: tnh cnh tranh v gi, s thun tin, phong cch phc v, s tn nhim, hnh nh doanh nghip (hnh nh v hnh v ngn hng), v s hu hnh (hnh nh hu hnh vi c s vt cht v hnh nh nhn vin).

10

1.2.3 Nghin cu ca Beerli, Martin & Quintana, 2004 Nghin cu c thc hin ti th trng ngn hng Chu u. Nghin cu khng nh: cc yu t nh hng n s trung thnh ca khch hng ngnh ngn hng l cht lng dch v cm nhn, s tha mn, v ro cn chuyn i. M hnh nghin cu ca Beerli, Martin v Quintana nh sau:
Hnh 1.4 M hnh nghin cu ca Beerli, Martin v Quintana (2004) v Lng trung thnh ca khch hng ngn hng

Cht lng dch v cm nhn

S tha mn ca khch hng

Ro cn chuyn i

S trung thnh ca khch hng

(Ngun: Goulrou Abdollahi (2008), Creating a model for customer loyalty in banking industry of Iran, tr.41 [25])

1.2.4 Nghin cu ca Goulrou Abdollahi (2008) Nghin cu c thc hin vi mc tiu xy dng mt m hnh o lng lng trung thnh ca khch hng ti th trng ngn hng Iran. Cc yu t c khng nh nghin cu ny c nh hng n lng trung thnh ca khch hng l: Cht lng dch v cm nhn (Tangible and Intangible Perceived Quality), S tha mn (Satisfaction), Ro cn chuyn i (Switching Cost), S la chn (Choosing), v Thi quen (Habits). Mi khi nim nghin cu u c thang o tng ng (xem ph lc 1). M hnh nghin cu ca Goulrou Abdollahi (2008) c minh ha nh sau:

11

Hnh 1.5

M hnh nghin cu ca Goulrou Abdollahi (2008) v lng trung thnh ca khch hng ngn hng
CLDV hu hnh
H1

CLDV v hnh

H2

S tha mn

H3

Lng trung thnh

H4

Ro cn chuyn i
H5

S la chn
H6

Thi quen

(Ngun: Minh ha kt qu nghin cu ca Goulrou Abdollahi, 2008 ca tc gi)

T vic tham kho nhng nghin cu i trc k trn, tc gi thy lng trung thnh ca khch hng c nghin cu nhiu ngnh, nhiu lnh vc khc nhau. Vi th trng ngn hng trong nc, mt s yu t nh: Quyt nh la chn, Thi quen tiu dng, v Ro cn chuyn i cha c a vo nghin cu kim nh mc nh hng n lng trung thnh ca khch hng. V vy, tc gi mun a nhng yu t cha c kim nh ny vo trong nghin cu ca mnh xc nh c hay khng s nh hng ca chng i vi lng trung thnh ca khch hng ti th trng ngn hng thnh ph H Ch Minh.

1.3

ngh m hnh nghin cu o lng Lng trung thnh ca khch hng trong ngnh ngn hng ti thnh ph H Ch Minh
V tc gi ch quan tm n nhng yu t cha c nghin cu kim nh

ti th trng trong nc trn y, nn ch a vo m hnh nghin cu l thuyt o lng lng trung thnh ca khch hng trong ngnh ngn hng ti thnh ph H Ch

12

Minh ba yu t ny. l: S tha mn (STM), Quyt nh la chn (SLC), v Thi quen la chn ngn hng giao dch (TQN). Cc yu t khc nh: Cht lng dch v th c nghin cu nhiu ti th trng thnh ph H Ch Minh; Ro cn chuyn i th tc gi cho rng ngay ti thi im ny vic kim nh mi quan h tc ng ca yu t Ro cn chuyn i vi lng trung thnh cha thch hp; v theo thng tin th trng ngn hng, nc ta hin ti hu nh khng c ro cn chuyn i. Khch hng th gn nh khng mt mt g nu mun chuyn ngun vn ca mnh ra khi ngn hng v u t vo mt ni khc, cn cc ngn hng th mi ang ch trng u t thu ht khch hng ch cha lu tm n vic to ra ro cn chuyn i hiu qu6. Do , tc gi quyt nh khng a hai yu t ny vo xem xt trong nghin cu ny. Yu t S tha mn c Nguyn Th Mai Trang khng nh c nh hng quyt nh n lng trung thnh ca khch hng siu th. Trong m hnh ca Goulrou Abdollahi (2008), s tha mn cng c khng nh l yu t c nh hng mnh nht n lng trung thnh ca khch hng ti th trng ngn hng Iran. Tc gi mun kim chng mc ca yu t ny n lng trung thnh ca khch hng trong th trng ngn hng ti thnh ph H Ch Minh. V vy, yu t S tha mn (STM) c a vo kim nh cng vi yu t Quyt nh la chn (SLC) v Thi quen (TQN) trong nghin cu o lng lng trung thnh (LTT) ca khch hng trong ngnh ngn hng ti thnh ph H Ch Minh.

1.3.1 M hnh nghin cu

M hnh nghin cu ngh o lng lng trung thnh ca khch hng trong ngnh ngn hng ti thnh ph H Ch Minh c minh ha nh hnh v 1.6 di y, trong , ba yu t: S tha mn (STM), Quyt nh la chn (SLC),

Theo http://www.atpvietnam.com/vn/thongtinnganh/28926/index.aspx mc thng tin ngnh

13

Thi quen (TQN) c t gi thuyt c nh hng i vi Lng trung thnh ca khch hng (LTT).
Hnh 1.6 M hnh l thuyt o lng lng trung thnh ca khch hng trong ngnh ngn hng ti thnh ph H Ch Minh

STM

H1 H2

SLC

LTT

H3

TQN

1.3.2

Khi nim nghin cu, thang o v cc gi thuyt

Cc thang o tng ng c dng o lng cc khi nim nghin cu.

ti s dng b thang o yu t ca Goulrou Abdollahi (2008) a vo nghin cu s b; Sau , da trn kt qu nghin cu s b thc hin nhng iu chnh cn thit trc khi thc hin nghin cu chnh thc. Sau y l ni dung cc thang o v cc gi thuyt nghin cu.

1.3.2.1

S tha mn ca khch hng

S tho mn ca khch hng l mc ca trng thi cm gic bt ngun t vic so snh gia nhn thc v kt qu thu c t sn phm vi nhng k vng ca khch hng. Nu nhn thc cao hn hoc ngang bng vi k vng, th khch hng s cm thy tha mn; cn nu nhn thc thp hn k vng th khch hng s khng tha mn (Phillip Kotler, 2001[11]). i vi dch v ngn hng, khch hng s cm thy tha mn hay hi lng nu h c ngn hng p ng cc yu cu giao dch mt cch nhanh chng, chnh

14

xc, vi thi tn trng, thn thin v bo mt thng tin tt (Elizabeth T.Jones, 2005
[22]).

Ti th trng thnh ph H Ch Minh, cc nghin cu trc cho bit s tha mn l yu t quan trng gii thch v s trung thnh ca khch hng
(Nguyn Th Mai Trang, 2006 [8], H Huy Tu, 2008 [2], Nguyn Thnh Cng v

Phm Ngc Thy 2007 [7]). Nghin cu ca Goulrou Abdollahi [25] ti th trng ngn hng nc ngoi cng khng nh S tha mn l yu t c nh hng mnh nht i vi lng trung thnh ca khch hng. xem xt mc nh hng ca S tha mn i vi lng trung thnh ca khch hng trong ngnh ngn hng ti thnh ph H Ch Minh, yu t ny c a vo m hnh nghin cu. Gi thuyt v mi quan h tc ng gia yu t ny vi lng trung thnh c pht biu nh sau: H1: C mi quan h tc ng ca yu t S tha mn (STM) i vi Lng trung thnh ca khch hng (LTT) trong ngnh ngn hng ti thnh ph H Ch Minh. Trong nghin cu ny, thang o o lng yu t s tha mn s dng thang o ca Goulrou Abdollahi (2008) bao gm 4 bin quan st: Bng 1.2
STT 1 2 3 4

Thang o S tha mn ca khch hng (STM)

Ni dung M ha
STM1 STM2 STM3 STM4

Anh/Ch thy NH ny p ng c nhu cu ca mnh Anh/Ch thy NH ny p ng c k vng ca mnh v mt NH l tng Anh/Ch thy hi lng vi NH ny Anh/Ch thy NH ny v dch v ca n kh tt so vi nhiu NH khc

(Ngun: Goulrou Abdollahi (2008), Creating a model for customer loyalty in banking industry of Iran, tr.61 [25])

15

1.3.2.2

Quyt nh la chn ca khch hng

Theo Goulrou Abdollahi 2008 [25], khi khch hng cn chn la mt ngn hng giao dch, h s so snh gia nhiu ngn hng h bit. Quyt nh la chn c hnh thnh da trn mc k lng khi cn nhc la chn, v cm nhn ca khch hng v nhng ngn hng khc nhau. Cui cng, h s tm ra mt ngn hng ng nht theo quan im ring c. Vi nhng thng tin thuyt phc v ngn hng m h thu thp c trc khi i ti quyt nh la chn , h s ny sinh tm l thch th, gn gi vi ngn hng chn hn. Do h s trung thnh vi ngn hng chn hn. Yu t Quyt nh la chn cng c a vo m hnh nghin cu ngh xem xt mc tc ng i vi lng trung thnh ca khch hng trong ngnh ngn hng ti thnh ph H Ch Minh. Ta t gi thuyt v mi quan h gia yu t ny vi Lng trung thnh ca khch hng trong ngnh ngn hng ti thnh ph H Ch Minh nh sau: H2: C mi quan h tc ng ca yu t S la chn (SLC) i vi Lng trung thnh ca khch hng (LTT) trong ngnh ngn hng ti thnh ph H Ch Minh Thang o yu t Quyt nh la chn cng s dng thang o ca Goulrou Abdollahi (2008) xy dng vi 3 bin quan st l: Bng 1.3 Thang o Quyt nh la chn (SLC)
M ha
SLC1 SLC2 SLC3

STT

Ni dung Anh/ch lun so snh gia cc NH trc khi quyt nh la chn NH Anh/ch lun cn nhc k nhiu yu t trc khi la chn mt NH Anh/ch cho rng quyt nh chn NH ban u ca mnh rt quan trng

1 2 3

(Ngun: Goulrou Abdollahi (2008), Creating a model for customer loyalty in banking industry of Iran, tr.64 [25])

16

1.3.2.3

Thi quen la chn ngn hng giao dch ca khch hng

Theo Beerli & ctg, 2004 [25], yu t thi quen tiu dng (TQTD) c th gii thch mt t l phn trm ln v kh nng tip tc s dng dch v ca nh cung cp hin ti. Khi khch hng quen mua hoc s dng dch v no ri th ln sau h s quay li mua hoc s dng dch v . V khi thi quen tiu dng hnh thnh chc chn th khch hng s c xu hng b qua nhng thng tin khng tt v dch v hay nh cung cp m h nghe c, v quyt nh s dng dch v ca nh cung cp hon ton theo thi quen v thc ch khng phi mt quyt nh theo l tr na. Do , yu t thi quen tiu dng c tc ng n Lng trung thnh ca khch hng kha cnh Lng trung thnh theo thi quen (The Loyalty based on inertia). Goulrou Abdollahi cho rng thi quen tiu dng ca khch hng trong ngnh ngn hng chnh l thi quen la chn ngn hng giao dch. Tc gi ny xy dng thang o o lng yu t Thi quen bao gm 6 bin quan st l: Bng 1.4
STT 1 2 3 4 5 6

Thang o Thi quen la chn ngn hng giao dch (TQN)

Ni dung M ha
TQN1 TQN2 TQN3 TQN4 TQN5 TQN6

Anh/ch giao dch vi NH ny v n l NH u tin m anh/ch s dng dch v Anh/ch giao dch vi NH ny v thnh vin gia nh mnh cng ang giao dch ti y Anh/ch giao dch vi NH ny v ngi khc (c quan hay thnh vin gia nh) m ti khon cho anh/ch y Anh/ch giao dch vi NH ny v quen s dng dch v ca n Anh/ch giao dch vi NH ny v n gn nh hay gn ni anh/ch lm vic Anh/ch giao dch vi NH ny v n c nhiu chi nhnh, thun tin cho anh/ch

(Ngun: Goulrou Abdollahi (2008), Creating a model for customer loyalty in banking industry of Iran, tr.65 [25])

17

Nhm xc nh c hay khng nh hng ca yu t ny i vi lng trung thnh ca khch hng trong ngnh ngn hng ti thnh ph H Ch Minh, yu t thi quen cng c a vo m hnh nghin cu. Gi thuyt v s tn ti mi quan h gia yu t Thi quen v Lng trung thnh ca khch hng trong ngnh ngn hng ti thnh ph H Ch Minh c pht biu nh sau: H3: C mi quan h tc ng ca yu t Thi quen (TQN) i vi Lng trung thnh ca khch hng (LTT) trong ngnh ngn hng ti thnh ph H Ch Minh.

1.3.2.4

Lng trung thnh ca khch hng

Trc ht, ta tip cn khi nim khch hng trong lnh vc ngn hng: Khch hng l nhng ngi trc tip s dng dch v m cc ngn hng cung cp. Khch hng trong ngnh ngn hng to ra ngun sng cho cc ngn hng. H ng c hng s phc v nh nhn v chu o. Nu khch hng thy ngn hng ang giao dch khng lm mnh hi lng v mt l do no , h c th s ri b ngn hng chuyn sang s dng dch v ca mt ngn hng khc. Lng trung thnh ca khch hng trong ngnh ngn hng th hin khi khch hng la chn giao dch vi mt ngn hng, h s tip tc giao dch vi ngn hng , s khuyn co ngi khc s dng dch v ca ngn hng, v khi c nhu cu s dng dch v khc, h s coi ngn hng l la chn u tin d bit c th c la chn tt hn tng i mt ngn hng khc v tin ch hay gi c dch v (Kathleen Khirallah, 2005 [27] ). Nhiu nghin cu trong ngnh tip th cho thy cc cng ty thng c o tng l lun tm cch i tm th trng mi nhng li qun nui dng th trng hin c (Nguyn Th Mai Trang, 2006 [8]). Thc t trong th trng ngn hng Vit nam hin ti cng vy. Cc ngn hng thng mi ang tp trung qu nhiu vo vic tranh ginh ming bnh th phn m qun mt vic gi chn khch hng thu ht c li vi mnh. n lc cn phi c chin lc pht trin bn vng vi chin lc thu ht thm khch hng mi song song vi vic duy tr khch hng c, c th ng vng v pht trin trong mi trng cnh tranh ngy cng

18

khc lit. Theo , vic xy dng v duy tr s trung thnh ca khch hng cn phi c quyt tm ng mc. Bng vic xc nh c nhng yu t c tc ng n s trung thnh v mc nh hng ca tng yu t, cc nh cung cp dch v c th lm tng mc trung thnh khch hng ca h (Goulrou Abdollahi, 2008 [25]). Lng trung thnh khch hng theo thang o ca Goulrou Abdollahi (2008) c o bng 7 bin quan st l: Bng 1.5
STT 1 2 3 4 5 6 7

Thang o Lng trung thnh ca khch hng (LTT)

Ni dung M ha
LTT1 LTT2 LTT3 LTT4 LTT5 LTT6 LTT7

Anh/Ch d nh s l khch hng trung thnh ca NH ny Anh/Ch cho rng NH ny hiu c nhu cu ca mnh, nn khng mun i qua s dng dch v ca NH khc Anh/Ch cho rng mnh s khng d dng thay i s tin tng i vi NH ny Anh/Ch s tip tc s dng dch v ca NH ny Anh/Ch vn s u tin giao dch vi NH ny cho d bn b c khuyn ngh mt NH khc tt hn Nu c thm nhu cu v dch v, anh/ch s lun coi NH ny l la chn u tin Anh/Ch s khuyn co ngi khc s dng dch v ca NH ny

(Ngun: Goulrou Abdollahi (2008), Creating a model for customer loyalty in banking industry of Iran, tr.67 [25])

1.4

C s la chn m hnh
Vi mong mun khm ph thm nhng yu t khc c th c nh hng n

Lng trung thnh ca khch hng, ngoi nhng yu t m nhiu nghin cu khc kim nh ti cng th trng thnh ph H Ch Minh, tc gi cho rng m hnh nghin cu ca Goulrou Abdollahi (2008) p ng c mong mun ny. Thm vo , kt qu nghin cu s b cho thy m hnh v thang o ca Goulrou Abdollahi c th ph hp nghin cu cho th trng Vit nam trong cng lnh

19

vc ngn hng, vi tt c cc bin quan st trong thang o yu t khi a vo kho st th u c p vin hiu ng v tr li trung thc, khng c xut hin vn p vin khng hiu mc hi tr li v khng bit, v vn nu ra qu xa l ... Vi nhng l do nu trn, v gii quyt mc tiu nghin cu t ra, tc gi chn m hnh ny thc hin nghin cu.

1.5

C s iu chnh m hnh
M hnh ca Goulrou Abdollahi (2008) c xy dng nghin cu ti

mt th trng khc, nn khi p dng vo nghin cu ti mt th trng mi th vic iu chnh cho ph hp vi th trng nghin cu mi l hon ton cn thit. Trong m hnh ca Goulrou Abdollahi (2008) c 6 yu t c a vo nghin cu mi quan h tc ng n lng trung thnh ca khch hng l: Cht lng dch v hu hnh (Tangible Perceived Service Quality), Cht lng dch v v hnh (Intangible Perceived Service Quality), S tha mn (Satisfaction), Quyt nh la chn (Choosing), Ro cn chuyn i (Switching Cost), v Thi quen (Habit); Nhng trong nghin cu ca mnh ti th trng ngn hng thnh ph H Ch Minh, tc gi ch a vo 3 yu t xc nh mc nh hng i vi lng trung thnh, l S tha mn (STM), Quyt nh la chn (SLC), v Thi quen (TQN), v nhng l do sau: Th nht, nh ni trn, m hnh ca Goulrou Abdollahi (2008) c xy dng o lng lng trung thnh ca khch hng th trng nc ngoi vi nhiu yu t nh hng c a vo m hnh xem xt, nhng trong nghin cu ti th trng ngn hng thnh ph H Ch Minh, tc gi ch quan tm n ba yu t trong m hnh m tc gi cho rng ph hp nghin cu ti th trng ny. Th hai, tc gi thy rng yu t Cht lng dch v c nhiu nghin cu khc kim nh mi quan h tc ng ca yu t cht lng dch v trong ngnh ngn hng ti cng th trng thnh ph H Ch Minh ( Tin Ha 2007 [1], Nguyn Th Phng Trm 2008 [10]); cn yu t Ro cn chuyn i th hin ti cha hnh thnh r nt ti th trng ngn hng nc ta. Cho nn vi mong mun

20

thc hin nghin cu xc nh thm nhng yu t nh hng khc na, ngoi nhng yu t m nghin cu trc xc nh c, v trong gii hn v thi gian v kin thc nghin cu ca mt lun vn cao hc, tc gi ch tp trung vo xem xt nh hng ca ba yu t nu trn i vi lng trung thnh ca khch hng ti th trng ngn hng thnh ph H Ch Minh.

Tm tt chng I
Trong mi trng cnh tranh ngy cng si ng hin nay, cc ngn hng bt u tm n vic lm th no gi chn c khch hng ca mnh. Nghin cu ny s gip h xc nh mc tc ng ca mt s yu t n lng trung thnh ca khch hng. chng ny, tc gi nu thng tin v nhng khi nim c s, thang o, m hnh l thuyt, v cc gi thuyt cn kim nh nghin cu ti thnh ph H Ch Minh. Cc chng tip theo s trnh by chi tit v phng php nghin cu, v kt qu nghin cu.

21

Chng II PHNG PHP NGHIN CU

Gii thiu chng II
Vi nn tng c s l thuyt c trong chng trc, chng ny s nu chi tit cc bc thc hin nghin cu. Hai bc thc hin nghin cu l (1) nghin cu s b v (2) nghin cu chnh thc, u p dng phng php nghin cu nh lng, thu thp d liu bng bng cu hi do i tng kho st t tr li (self-administered questionnaire).

2.1

Nghin cu s b
Nghin cu s b c thc hin vi mc ch iu chnh b thang o cho

ph hp vi th trng ngn hng thnh ph H Ch Minh. Phng php nghin cu p dng trong bc nghin cu s b l nghin cu nh lng, tin hnh kho st th 30 p vin bng bng cu hi. Trong bng cu hi s b, cc thang o yu t lin quan ca Goulrou Abdollahi (2008) c a vo vi y cc bin tim n, cha c mt iu chnh no c thc hin. Mi bin c nu thnh mt pht biu tng ng p vin th hin kin nh gi ca mnh. kin tr li ca p vin c lng ha theo thang o Likert 5 mc t (1) hon ton khng ng n (5) hon ton ng vi cc pht biu (xem ph lc 2). D liu thu thp c ca bc nghin cu s b c a vo kim nh tin cy ca thang o, s dng k thut phn tch Cronbach Alpha v EFA ca SPSS xc nh nhng g cha ph hp cn phi iu chnh (xem ph lc 4.1). Kt qu cho thy cc thang o: S tha mn (STM), Quyt nh la chn (SLC), v Thi quen (TQN) u t tiu chun l thang o s dng c (h s

22

ln hn 0.6); ring thang o Lng trung thnh c hai bin quan st cn phi b loi khi thang o do c h s tng quan bin - tng nh hn 0.3. l: LTT1: Anh/Ch d nh s l khch hng trung thnh ca NH ny LTT3: Anh/Ch cho rng mnh s khng d dng thay i s tin tng i vi NH ny. Tip theo, d liu c kim nh bng phn tch EFA xem xt kh nng hi t ca thang o. Kt qu cho thy cc thang o u c rt trch nguyn vn, khng c hin tng thang o b tch / gp bin quan st ca thang o ny vo thang o khc, khng c bin quan st no b loi b thm ti bc ny. Tuy nhin, thang o Thi quen c hin tng lm thnh hai nhn t. Ta s lu s tn ti ca hin tng ny khi kho st chnh thc vi mu ln hn (xem ph lc 4.2). Do nghi ng kh nng do vic dch thut cu ch cha thot khin khch hng khng hiu ng ca mc hi tr li, hoc ni dung mc hi c th qu xa l i vi ngi tr li do thang o c xy dng cho th trng nc ngoi, nn tc gi tin hnh tho lun tay i vi 8 khch hng trong s 30 p vin tham gia kho st, thng qua cng c h tr yahoo messenger, khng nh hoc loi tr kh nng ny. Kt qu cho thy tt c cc mc hi trong bn cu hi u c hiu ng v tr li trung thc, khng c trc trc vi bn cu hi. Vi kt qu ny, tc gi cho rng c th do yu t vn ha, p vin ngi Vit nam thng khng tr li thng vo vn i vi nhng cu hi cn by t quan im mt cch r rng nh vy; cho nn hai mc hi trn s l khng ph hp khi kho st ti th trng ngn hng TP.HCM. Do , tc gi quyt nh loi b chng ra khi bn cu hi trong nghin cu chnh thc.

2.2

Nghin cu chnh thc

Nghin cu chnh thc hay l nghin cu khng nh, c thc hin sau khi

b thang o c iu chnh cho ph hp vi mi trng th trng ngn hng Vit nam (thnh ph H Ch Minh), vi mu c ly theo phng php thun tin.

23

2.2.1 Tin trnh thu thp d liu v c mu

Bn cu hi l cng c duy nht thu thp d liu nghin cu; c gi qua email, v a ln trang web kho st trc tuyn www.sirvina.com trong thng 3 nm 2010. Ni dung bn cu hi bao gm: 1 cu hi sng lc (cu s 1): Xin cho bit anh/ch c ang s dng dch v 1 cu hi kho st vi nhng mc hi t thang o gc ca Goulrou Abdollahi 1 cu hi xc nh thng tin v p vin, tn ngn hng ang s dng dch v i tng tham gia kho st l cc khch hng c giao dch ti cc ngn hng trn bn thnh ph H Ch Minh. Kch c mu c xc nh da trn a c s tiu chun 5 : 1 ca Bollen (1989) v Hair & ctg (19987). Vi s lng bin quan st l 23, nghin cu ny cn m bo kch thc mu ti thiu phi l (23 * 5) + 50 = 165. Tc gi d nh pht ra 200 phiu kho st. C mu a vo x l l 162. ngn hng ti TPHCM khng. (2008) (cu s 2). (cu s 3): Xin cho bit mt s thng tin c nhn ca anh/ch.

2.2.2 Tin trnh x l d liu

Trc tin, d liu c lm sch. Trong 189 bn cu hi thu c, c 27 bn khng hp l do cha hon tt hoc tr li bng cch chn mt cu tr li duy nht cho tt c cc cu hi. Nhng bn khng hp l ny b loi b. Kt qu, c mu l 162 c s dng cho nghin cu. Th hai, d liu m ha c x l vi k thut Frequency ca SPSS tm ra c im ca mu nghin cu (cc thng tin c nhn khch hng tham gia kho st nh gii tnh, tui, trnh hc vn, mc thu nhp, v ngn hng giao dch).
7

dn theo Nguyn nh Th & ctg, 2003[4]

24

Th ba, d liu c a vo phn tch h s tin cy Cronbach Alpha nhm nh gi s b thang o xc nh mc tng quan gia cc mc hi, lm c s loi nhng bin quan st, nhng thang o khng t yu cu. Th t, d liu c phn tch vi k thut phn tch nhn t khm ph EFA8 nhm kim nh tnh ng n ca cc bin quan st c dng o lng cc thnh phn trong thang o. Kt qu phn tch EFA cho gi tr phn bit xc nh tnh phn bit ca cc khi nim nghin cu. Th nm, d liu c a vo phn tch tng quan v hi quy bi nhm kim nh s ph hp ca m hnh nghin cu, kim nh cc gi thuyt xc nh c r rng mc nh hng ca tng yu t tc ng n yu t lng trung thnh ca khch hng. Cui cng, cc tiu ch v: lng trung thnh, s tha mn, v quyt nh la chn c a vo phn tch thng k m t o lng nhm xc nh thc trng theo nh gi ca khch hng.

Tm tt chng II
Ni dung ca chng trnh by chi tit v thit k nghin cu v phng php nghin cu cho ra c kt qu nghin cu. chng tip theo, cc kt qu nghin cu s c trnh by c th.

Exploratory Factor Analysis

25

Chng III KT QU NGHIN CU

Gii thiu chng III
Ni dung ca chng ny gm cc phn: m t mu nghin cu; nh gi thang o bng kt qu phn tch h s tin cy Cronbach Alpha v kt qu phn tch nhn t khm ph EFA; kim nh m hnh nghin cu bng kt qu phn tch tng quan v hi quy bi; M t thc trng lng trung thnh ca khch hng ngn hng v cc yu t tc ng.

3.1

M t mu
Thng tin mu nghin cu
Nam

Bng 3.1

Gii tnh

45 % 55 % 96 % 4% 94 % 6% 79 % 21 %

N
tui Trnh hc vn

T 21 n 55 tui Trn 55 tui n i hc Trn i hc n 5 triu ng/thng Trn 5 triu ng/thng

Mc Thu nhp

Ngn hng giao dch

Vietcombank (Ngoi thng Vit nam) Agribank (Nng nghip v pht trin nng thn) BIDV (u t v pht trin Vit nam) VietinBank (Cng thng) ACB ( chu) Sacombank (Si gn thng tn) DAB (ng ) Khc
21 % 45 % 4% 5% 16 % 5% 1% 3%

26

Mu c ly theo phng php thun tin. Thng tin v c im mu nghin cu c th hin nh trong bng 3.1 trn y. H l sinh vin cc trng i hc Hng Bng, i hc Hoa Sen, v bn b, ng nghip ca tc gi. Do , mu c tui, trnh hc vn, v mc thu nhp kh ng u. C th nh sau: V gii tnh: Khch hng trong mu c 45% l nam v 55% l n ang c s dng sn phm dch v m cc ngn hng cung cp trn a bn thnh ph H Ch Minh. V tui: C cu tui trong mu cho thy t l mu kho st thuc th h tr ang trong tui lao ng (t 21 n 55 tui) chim ti 96%. Nhm khch hng ny kh nhy cm trong nh gi v thch ng cao vi s ci thin v tin ch trong giao dch ngn hng. V vy, kt qu nh gi ca h v cc thang o s mang tnh i din cao. y l mt u im ca mu thu c. V trnh hc vn: T l mu c trnh di bc i hc cho n i hc chim a s (94%), cn li l trn i hc, cho thy khch hng trong mu c trnh hc vn kh ng u. V mc thu nhp: Khch hng trong mu c mc thu nhp n 5 triu ng mt thng l ch yu (chim 79%); Nhm khch hng c mc thu nhp cao trn 5 triu ng thng chim khong 21%. V ngn hng giao dch: Mu c phn tn khng ng u, do c ly theo phng php ly mu thun tin. Khch hng trong mu c giao dch nhiu ngn hng mt cch ri rc. V mi ngn hng, t l khch hng c tip cn kh chnh lch. Trong khi Agribank c s lng khch hng c kho st nhiu nht chim khong 48% trong phn b mu, k n l VCB (22%); DAB (16%); cn li l t l khch hng ang c giao dch vi cc ngn hng TMCP khc, c ngn hng ch c 1 hoc 2 khch hng c giao dch, chim t 1 cho n 3% tng s mu ngn hng c kho st. Sau y l cc bc phn tch nh gi thang o kim nh m hnh v cc gi thuyt nghin cu cho ra kt qu nghin cu khng nh.

27

3.2

Kim nh thang o

3.2.1 Kt qu kim nh Cronbach Alpha thang o cc yu t nh hng n Lng trung thnh

Kt qu kim nh thang o cc yu t nh hng c trnh by trong bng sau y: Bng 3.2 Kt qu kim nh Cronbach Alpha cc yu t nh hng
Bin quan st Tng quan Bin - Tng H s Cronbach Alpha nu loi b bin H s Cronbach Alpha

S tha mn (STM)
STM1 STM2 STM3 STM4 .785 .813 .748 .583 .818 .805 .832 .894

Alpha = .874 S lng bin quan st: 4

Quyt nh la chn (SLC)

SLC1 SLC2 SLC3 .645 .773 .740 .856 .736 .768

Alpha = .849 S lng bin quan st: 3

Thi quen (TQN)

TQN1 TQN2 TQN3 TQN4 TQN5 TQN6 .511 .577 .543 .497 .566 .623 .771 .757 .764 .780 .758 .748

Alpha = .794 S lng bin quan st: 6

28

Kim nh Cronbach Alpha s nh gi s b thang o bng gi tr h s Cronbachs Alpha () v gi tr tng quan bin tng ca tng bin quan st thnh phn trong thang o. Kt qu tng quan bin - tng (corrected item - total correlation) vi tiu chun phi ln hn 0.3 s cho bit mc hi hay bin no cn b i v mc hi hay bin no cn c gi li. Mt tp hp mc hi c nh gi l o lng tt nu t bng hoc ln hn 0.8; hoc t t 0.7 n gn 0.8 l s dng c. i vi nhng nghin cu mi mang tnh t ph, c th chp nhn t 0.6, hoc thp hn mt cht (Hong Trng v Chu N.Mng Ngc, 2005 [3] ). Da vo kt qu kim nh Cronbach Alpha ta c th xc nh mc ph hp ca thang o, v c c s loi bt nhng bin quan st khng ph hp. Ta thy thang o cc yu t nh hng u t gi tr Cronbach Alpha trn 0.7 cho bit thang o t tiu chun l nhng thang o lng tt cho khi nim nghin cu. Tt c bin quan st trong nghin cu chnh thc u c h s tng quan Bin - Tng t yu cu (>0.3). Vy cc thang o yu t nh hng iu kin cho phn tch EFA tip theo.

3.2.2 Kt qu kim nh Cronbach Alpha thang o Lng trung thnh

Bng 3.3 Kt qu kim nh Cronbach Alpha thang o Lng trung thnh
Tng quan Bin - Tng H s Cronbach Alpha nu loi b bin Chi tit

Bin quan st

Lng trung thnh (LTT)

LTT2 LTT4 LTT5 LTT6 LTT7 .579 .800 .705 .568 .674 .843 .782 .811 .845 .819

Alpha = .852 S lng bin quan st: 5

29

Bng 3.3 trn y cho bit thang o lng trung thnh t h s = .852 rt cao vi tt c cc bin u t h s tng quan bin tng ln hn 0.3. Do , c 5 bin quan st ca thang o ny u c a vo phn tch EFA bc tip theo.

3.2.3 Kt qu kim nh EFA thang o cc yu t nh hng n Lng trung thnh

Bc phn tch nhn t khm ph (EFA) c thc hin tip theo kim tra li mc hi t ca thang o vi tp d liu nghin cu chnh thc. Vi kt qu EFA, ta cn xem xt cc gi tr: KMO & Barletts (ln hn 50%) cho bit phn tch EFA c thch hp vi d liu khng Eigenvalue (ln hn 1) l tiu chun khng nh s nhn t c rt trch ph hp. Kt qu tng phng sai trch (ln hn 50%) cho bit tng nhn t rt trch c ti gi tr Eigenvalues ln hn 1 s gii thch c bao nhiu phn trm bin thin ca d liu nghin cu. Ba yu t c a vo kim nh EFA - s dng phng php rt trch nhn t Principal Components v php quay Varimax. Xt cc gi tr trong bng 3.4, ta thy vi gi tr KMO = .767 (ln hn 50%), gi tr Eigenvalue t 1.746 khng thp hn 1, phng sai trch c l 64.131% (ln hn 50%), vi mc ngha Sig. = 0.000, ba nhn t nh hng u c rt trch vi c cu bin quan st khng b tch gp gia cc thang o thnh phn (xem ph lc 5.1). Thang o Thi quen khng cn b tch thnh 2 nhn t nh vi c mu nh n = 30 ca nghin cu th. Kt qu Cronbach Alpha c thc hin li cho nhn t mi c trch lp sau phn tch nhn t cho tt c cc thang o t t 0.7 n 0.8 cho bit b thang o yu t nh hng t tiu chun l thang o lng tt cho khi nim nghin cu (xem ph lc 5.2).

30

Bng 3.4

Kt qu kim nh EFA cc yu t nh hng

Nhn t Bin quan st
TQN6 1 .781 2 3

TQN5

.741

TQN2

.726

TQN3

.680

TQN1

.666

TQN4

.644

STM2

.904

STM1

.874

STM3

.864

STM4

.721

SLC2

.894

SLC3

.876

SLC1

.787

Eigenvalue: Phng sai trch: Cronbach Alpha:

3.588 23.293%

3.002 45.930%

1.746 64.131%

.794

.874

.849

3.2.4 Kt qu kim nh EFA thang o Lng trung thnh

Bng 3.5 cho thy vi gi tr KMO9 t l .788 (Sig. = 0.000) v ti gi tr Eigenvalue = 3.145 thang o Lng trung thnh t gi tr phng sai trch ln hn 50%, chng t phn tch EFA ca nghin cu rt thch hp vi d liu. Tt c cc
9

Kaiser Meyer Olkin Measure of Sampling Adequacy

31

bin u t h s ti ln hn 0.4. Mt nhn t duy nht c rt trch cho yu t Lng trung thnh chng t thang o t hi t v mu c tnh i din cho m ng (xem ph lc 5.1). Bng 3.5 Kt qu kim nh EFA thang o Lng trung thnh

Bin quan st
LTT4 LTT5 LTT7 LTT2 LTT6 Eigenvalue: Phng sai trch: Cronbach Alpha:

Nhn t
1 .890 .827 .801 .723 .710 3.145 62.900% .852

Ta thy vi tp d liu nghin cu chnh thc, c thang o lng trung thnh v cc yu t nh hng u gi nguyn c cu bin quan st. Bng 3.6 di y th hin c th c cu thang o:

Bng 3.6
Tn thang o

C cu thang o sau kim nh

Ni dung bin quan st
STM1:

Anh/Ch thy NH ny p ng c nhu cu ca mnh thy NH ny p ng c k vng ca mnh v mt thy hi lng vi NH ny thy NH ny v dch v ca n kh tt so vi nhiu

STM2: Anh/Ch

S tha mn (STM)

NH l tng
STM3: Anh/Ch STM4: Anh/Ch

NH khc

32

SLC1:

Anh/ch lun so snh gia cc NH trc khi quyt nh la chn lun cn nhc k nhiu yu t trc khi la chn mt cho rng quyt nh chn NH ban u ca mnh rt

NH
Quyt nh la chn (SLC)
SLC2: Anh/ch

NH
SLC3: Anh/ch

quan trng
TQN1: Anh/ch

giao dch vi NH ny v n l NH u tin m anh/ch giao dch vi NH ny v thnh vin gia nh mnh cng giao dch vi NH ny v ngi khc (c quan hay thnh giao dch vi NH ny v quen s dng dch v ca giao dch vi NH ny v n gn nh hay gn ni

s dng dch v
TQN2: Anh/ch

ang giao dch ti y

TQN3: Anh/ch

Thi quen (TQN)

vin gia nh) m ti khon cho anh/ch y

TQN4: Anh/ch

n
TQN5: Anh/ch

anh/ch lm vic
TQN6:

Anh/ch giao dch vi NH ny v n c nhiu chi nhnh, thun

tin cho anh/ch

LTT2: Anh/Ch

cho rng NH ny hiu c nhu cu ca mnh, nn s tip tc s dng dch v ca NH ny vn s u tin giao dch vi NH ny cho d bn b c

khng mun i qua s dng dch v ca NH khc

LTT4: Anh/Ch LTT5: Anh/Ch

Lng trung thnh (LTT)

khuyn ngh mt NH khc tt hn

LTT6: Nu

c thm nhu cu v dch v, anh/ch s lun coi NH ny l s khuyn co ngi khc s dng dch v ca NH ny

la chn u tin
LTT7: Anh/Ch

Tip theo, phn tch tng quan v hi quy c thc hin xc nh mi quan h tc ng i vi Lng trung thnh ca khch hng.

33

3.3

Kim nh m hnh v gi thuyt nghin cu

3.3.1 Phn tch tng quan

Trc khi tin hnh kim nh m hnh nghin cu bng phn tch hi quy tuyn tnh bi, mi tng quan gia cc bin ca m hnh cn phi c xem xt. Phn tch ma trn tng quan s dng h s Pearson Correlation lng ha mc cht ch ca mi lin h gia gia mi yu t khc vi yu t Lng trung thnh, v cc yu t tc ng n lng trung thnh vi nhau. H s ny lun trong khong t -1 n 1, ly gi tr tr tuyt i, nu ln hn 0.6 th c th kt lun mi quan h l cht ch, v cng gn 1 th mi quan h cng cht, nu nh hn 0.3 th cho bit mi quan h l lng.

Bng 3.7

Ma trn tng quan gia cc bin

TQN STM -.020 .797 -.020 .797 -.091 .247 .038 .633 161 .322
**

SLC -.091 .247 .322

**

LTT .038 .633 .618

**

TQN

H s tng quan Pearson Sig. (2-tailed)

1.000

STM

H s tng quan Pearson Sig. (2-tailed)

1.000

.000 1.000

.000 .452
**

SLC

H s tng quan Pearson Sig. (2-tailed)

.000 .618
**

.000 .452
**

LTT

H s tng quan Pearson Sig. (2-tailed) C mu

1.000

.000 161

.000 161 161.000

**. Tng quan t mc ngha mc bng 0.01.

Xt bng 3.7, ta c kt qu kim nh cho thy mi tng quan gia Lng trung thnh (LTT) vi Quyt nh la chn (SLC) v S tha mn (STM) l kh cht ch, trong h s tng quan gia yu t S tha mn vi Lng trung thnh cao hn ca Quyt nh la chn vi Lng trung thnh. Cn vi yu t Thi quen (TQN) l tng quan lng (r = 0.038 nh hn 0.3), v gi tr (Sig (1-tailed) = .633

34

ln hn 0.05). Ta s lu kt qu ny bc phn tch hi quy tip theo gii thch v kt qu nghin cu.

3.3.2 Phn tch Hi quy

Phn tch hi quy s xc nh phng trnh hi quy tuyn tnh, vi cc h s Beta tm c khng nh mi quan h nhn qu gia bin ph thuc (LTT) v cc bin c lp (STM, SLC, TQN) xc nh mc nh hng ca tng yu t n lng trung thnh ca khch hng. Phn tch s dng php hi quy tuyn tnh bi ca SPSS vi phng php a vo mt lt (Enter). Gi nh cc yu t tc ng v Lng trung thnh ca khch hng trong ngnh ngn hng thnh ph H Ch Minh c tng quan tuyn tnh, ta c phng trnh hi quy cho m hnh l thuyt nh sau: Y Trong : = Y: Bi: X1: X2: X3: B0 + B1X1 + B2X2 + B3X3

Gi tr Lng trung thnh ca khch hng H s hi quy ca cc yu t tc ng Gi tr yu t S tha mn Gi tr yu t Quyt nh la chn Gi tr yu t Thi quen

Bng 3.8

Kt qu phn tch hi quy m hnh l thuyt

H s hi quy Bin c lp 1 (Constant) TQN STM SLC .074 .526 .290 chun ha Mc ngha thng k (Sig.) .339 .209 .000 .000

35

Xt cc gi tr trong bng 3.8 trn, ta thy tc ng ca yu t TQN khng c ngha thng k trong m hnh o lng lng trung thnh ca khch hng trong ngnh ngn hng thnh ph H Ch Minh vi gi tr Sig. = .209 ln hn 0.05. Do , ta kt lun vi tp d liu kho st ti thnh ph H Ch Minh, lng trung thnh ca khch hng trong ngnh ngn hng ch chu nh hng ca yu t S tha mn v Quyt nh la chn. kim tra gi thuyt phn phi chun khi p dng hi quy bi c b vi phm khng, gi tr phn d c xem xt. Gi tr phn d c kt qu trung bnh mean = 0.000 v lch chun std.Dev. = 0.991 rt gn 1 cho thy gi thuyt phn phi chun khng b vi phm.

Bng 3.9

Kt qu thng k m t phn d - m hnh l thuyt

Gi tr trung bnh Std. Residual .000 lch chun .991 C mu 161

3.3.2.1

Kim nh m hnh nghin cu

Da vo kt qu phn tch hi quy, ta vit c hm hi quy c trng cho o lng lng trung thnh khch hng trong ngnh ngn hng thnh ph H Ch Minh nh sau:

LTT

0.526*STM
LTT: STM: SLC:

0.290*SLC

Trong :

Lng trung thnh ca khch hng S tha mn Quyt nh la chn

kim nh mc ph hp ca m hnh vi tp d liu nghin cu, h s xc nh R2 iu chnh c xem xt thay cho h s R2 cha iu chnh, v h s R2 iu chnh khng thi phng mc ph hp ca m hnh, lm cho vic nh gi

36

mc ph hp an ton hn. H s xc nh R2 iu chnh cho bit mc ph hp ca m hnh hi quy tuyn tnh c xy dng vi tp d liu nghin cu. H s ny cng gn 1 th m hnh xy dng cng thch hp, ngc li cng gn 0 th m hnh km ph hp vi tp d liu mu.

Bng 3.10

Kt qu kim nh m hnh

Model

H s R .677

H s R Square .459

H s R bnh phng hiu chnh .449

H s F Change 44.378

Mc ngha thng k Sig. F Change .000

Gi tr h s R2 iu chnh t c = .449 Gi tr F = 44.378 t mc ngha quan st sig. = .000 rt nh, nn s an ton khi kt lun m hnh nghin cu c ph hp vi tp d liu v gii thch c khong 45 % nhng bin thin ca lng trung thnh khch hng ti th trng ngn hng thnh ph H Ch Minh.

3.3.2.2

Kim nh cc gi thuyt

Ta s xt tip kt qu mc ngha Sig kim nh cc gi thuyt ca m hnh l thuyt. Xt yu t S tha mn (STM), gi tr Beta = .526 ti mc ngha sig. < 0.05, cho bit rng tc ng ca yu t ny n lng trung thnh ca khch hng c ngha v mt thng k. Vy Gi thuyt H1: C mi quan h tc ng ca yu t S tha mn (STM) ln Lng trung thnh ca khch hng (LTT) trong ngnh ngn hng ti thnh ph H Ch Minh c chp nhn. Nhiu nh nghin cu kt lun rng cht lng dch v l tin ca s tha mn, v l nhn t ch yu nh hng n s tha mn (v d: Spreng &

37

Mackoy, 1996; Ruyter, Bloomer & Peeters, 1997)10 iu ny c khng nh bi nhiu nghin cu khc trong thi gian gn y (Nguyn Th Mai Trang, 2006, Nguyn Th Mai Trang & Nguyn nh Th, 2007...). Nghin cu ca Goulrou Abdollahi (2008) cng khng nh S tha mn l mt yu t c nh hng ng k nht i vi lng trung thnh ca khch hng ngn hng ti th trng Iran. Trong nghin cu ny, gi tr Beta ca yu t S tha mn cng cao hn yu t cn li; cho nn S tha mn cng l yu t c nh hng mnh nht i vi Lng trung thnh ca khch hng trong ngnh ngn hng ti thnh ph H Ch Minh.

Gi thuyt H2: C mi quan h tc ng ca yu t Quyt nh la chn (SLC) ln

Lng trung thnh ca khch hng trong ngnh ngn hng ti thnh ph H Ch Minh cng c chp nhn vi gi tr h s Beta = .290 ti mc Sig. = .000. Gi thuyt ny lin quan n vic quyt nh la chn ngn hng giao dch ca khch hng. Khch hng tham gia kho st trong nghin cu ti thnh ph H Ch Minh c hi c lun so snh, cn nhc k trc khi i n quyt nh chn ngn hng no giao dch, v mt khi chn ngn hng no ri th s khng thay i na. T , s trung thnh ca khch hng vi ngn hng c hnh thnh v c duy tr. Do , gi thuyt ny c chp nhn.

Gi thuyt H3: C mi quan h tc ng ca yu t Thi quen ln Lng trung

thnh ca khch hng trong ngnh ngn hng ti thnh ph H Ch Minh khng c chp nhn vi mc ngha thng k Sig. ln hn .005, hay ta c th ni theo b d liu th trng ca nghin cu ny th cha c s khng nh tc ng ca yu t thi quen tiu dng i vi lng trung thnh trong m hnh o lng lng trung thnh ti th trng ngn hng thnh ph H Ch Minh. Gi thuyt ny khng c ng h thi im hin ti c th do yu t thi quen s dng dch v ngn hng cha hnh thnh y trong iu kin th trng ngn hng mi pht trin rm r vi nm tr li y vi khong 10% dn s c giao dch ngn hng. C thc t l mt ngi c th s dng dch v ti khon ca ngn
10

dn theo Nguyn Th Phng Trm, 2008 [9]

38

hng ny theo yu cu ca c quan hay ca i tc, nhng c th li s dng dch v tn dng mt ngn hng khc tng i c li hn v mc ph, hay gi tit kim ti mt ngn hng khc gn nh hoc gn ni lm vic ... Xt theo cc tiu ch o lng yu t thi quen ca nghin cu gc, th ng l khch hng c nhng biu hin tham gia th trng theo thi quen, nhng r rng xu hng khch hng s trung thnh vi ngn hng hn do yu t thi quen cha hnh thnh r nt. Do , gi thuyt c mi quan h tc ng gia yu t thi quen v lng trung thnh ca khch hng trong ngnh ngn hng nc ta khng c chp nhn.

3.4

Thc trng v Lng trung thnh v cc yu t tc ng ti thnh ph H Ch Minh

Theo kt qu kim nh m hnh v cc gi thuyt nghin cu, ta khng nh

c l Lng trung thnh ca khch hng trong ngnh ngn hng thnh ph H Ch Minh c o lng trong mi quan h tc ng ca hai yu t l S tha mn v Quyt nh la chn ca khch hng. Trong nghin cu ny, v thc trng Lng trung thnh v cc yu t c nh hng n lng trung thnh c phn nh qua nh gi ca khch hng cho mi tiu ch trong cc thang o yu t ny, c o lng theo thang o Likert 5 bc, trong thp nht l bng 1, v cao nht l bng 5. Ta s xem xt nh gi ca khch hng tham gia kho st v thc trng Lng trung thnh v cc yu t c nh hng da trn kt qu phn tch thng k m t cc yu t Lng trung thnh, S tha mn, v Quyt nh la chn (xem ph lc 6). Kt qu kho st cc nh gi ca khch hng th hin qua cc gi tr trung bnh (mean) trong cc bng sau y.

39

3.4.1 V S tha mn
Thc t kho st kin nh gi ca khch hng v S tha mn vi nhng dch v ngn hng biu hin bng cc gi tr trung bnh (mean) trong bng cho thy mc tha mn ch t mc t 3.36 n 3.63 thuc mc trung bnh. C ngha l hin ti khch hng cha hon ton hi lng vi cht lng dch v ngn hng.

Bng 3.11

Thng k m t thang o S tha mn

C mu gi tr trung bnh (mean)
3.36 3.51 3.63 3.44

lch chun (Std. Deviation)

.862 .900 .918 .870

STM1 STM2 STM3 STM4

162 162 162 162

3.4.2 V Quyt nh la chn

Bng 3.12 Thng k m t thang o Quyt nh la chn

Tiu ch
SLC1 SLC2

T l KH ng
48.8% 43.2%

Lun so snh gia cc NH khi quyt nh la chn NH giao dch Lun cn nhc k nhiu yu t trc khi la chn mt NH Cho rng quyt nh chn NH ca mnh rt quan trng, nn s ch giao dch vi NH chn nu cn thm dch v khc

SLC3

43.8%

Bng 3.12 cho thy c mt t l ng k (khong 50%) khch hng trong mu cho bit h lun cn nhc k lng khi quyt nh la chn ngn hng giao dch, v khi quyt nh chn ngn hng no ri th s lun tm n vi ngn hng u tin mnh chn. Kt qu ny gii thch ti sao yu t Quyt nh la

40

chn li c nh hng trc tip i vi Lng trung thnh khch hng trong ngnh ngn hng thnh ph H Ch Minh.

3.4.3 V Lng trung thnh

Xt ni dung bng 3.13 di y, cc gi tr trung bnh (mean) th hin nh gi ca khch hng v mc trung thnh vi ngn hng; cn cc con s t l khch hng ng cho bit c bao nhiu khch hng ng rng h s biu hin lng trung thnh vi ngn hng ng nh ni dung mi tiu ch. Ta thy: Tiu ch s khng i qua s dng dch v tng t ca ngn hng khc nu ngn hng ang giao dch hiu c nhu cu ca h p ng c ti khong 57% khch hng ng . Tiu ch ny cng t gi tr trung bnh cao nht trong nm tiu ch biu hin lng trung thnh ca khch hng (mean = 3.66). iu ny cho bit khch hng hin ti nh gi ngn hng h ang giao dch hiu c v p ng c nhu cu ca h nn h khng chuyn qua s dng dch v ca ngn hng khc, v s l nh vy nu ngn hng duy tr v pht huy c li im ny gi chn khch hng. Tiu ch s khuyn co ngi khc s dng dch v ca ngn hng ang giao dch t 56.8%, cho bit khch hng nu hi lng v ngn hng th s ni tt v ngn hng vi ngi khc chim a s, v gi tr trung bnh cng t mean = 3.65 l tng i cao trong s 5 tiu ch o lng lng trung thnh. V tiu ch s lun coi ngn hng ang giao dch l la chn u tin khi cn thm dch v ngn hng khc cng t 56.8%, gi tr trung bnh cng mc 3.65.

41

Bng 3.13

Thng k m t thang o Lng trung thnh

lch chun (Std. Deviation)
3.66 3.44 3.21 3.65 3.65 .935 1.153 1.155 .999 1.100

C mu
LTT2 LTT4 LTT5 LTT6 LTT7 Valid N (listwise) 161 162 162 162 162 162

Gi tr trung bnh (mean)

ltt2,4,5,6,7: Cc tiu ch o lng yu t Lng trung thnh ca khch hng

Tiu ch
NH hiu c nhu cu ca KH nn h khng mun i qua giao dch vi NH khc S tip tc s dng dch v ca NH ny S u tin giao dch vi NH ny cho d bn b c khuyn ngh mt NH khc tt hn S lun coi NH l la chn u tin nu c thm nhu cu v dch v mi S khuyn co ngi khc s dng dch v ca NH

T l KH ng

LTT2

56.5%

LTT4

48.8%

LTT5

39.5%

LTT6

56.8%

LTT7

56.8%

Kt qu ny cho bit rng nu khch hng trung thnh vi ngn hng, h s th hin lng trung thnh vi ngn hng bng vic khng b ngn hng ra i, s s dng thm dch v khc ca ngn hng nu pht sinh thm nhu cu, v s gii thiu tt v ngn hng khuyn khch nhng ngi thn quen tr thnh khch hng ca ngn hng. iu ny s gip ngn hng gim c chi ph tm kim v thu ht khch hng n vi mnh; v v lu di s dn xy dng c mt hnh nh tt trong lng khch hng. Vy r rng l cc ngn hng s c c nhng li ch to ln nu quan tm mt cch hiu qu n lng trung thnh khch hng.

42

Th nhng vi thc trng hin nay th mc trung thnh th hin qua cc tiu ch trong thang o LTT cha cao (gi tr trung bnh ch t t 3.21 n 3.66, thuc mc trung bnh theo nh quy c trn). Do , NQT NH ang hot ng trn a bn TPHCM cn sm c chin lc v hnh ng ng n nhm duy tr v nng cao s trung thnh ca KH. Cc kt qu kho st thc t v lng trung thnh ca khch hng, cht lng dch v, s tha mn, v quyt nh la chn trn y s c s dng lm c s a ra cc gii php cho nh qun tr ngn hng chng tip theo.

Tm tt chng 3
Trong chng ny, cc bc phn tch nh gi thang o, kim nh m hnh v cc gi thuyt nghin cu, a n kt qu nghin cu c trnh by chi tit. Trong , cc ni dung: thng tin v mu nghin cu; thng tin kim nh thang o, kim nh m hnh nghin cu, v cc gi thuyt nghin cu t ra chng trc c trnh by theo kt qu x l d liu bng phn mm SPSS. Chng tip theo s nu nhng gii php da trn kt qu nghin cu tm c v nu kt lun v ti.

43

Chng IV

KIN NGH GII PHP V KT LUN

Gii thiu
Ni dung chng cui ny ca nghin cu s nu nhng gii php da trn c s kt qu nghin cu khng nh c, v nu kt lun v nghin cu.

4.1

Kin ngh mt s gii php vi cc nh qun tr ngn hng trn a bn thnh ph H Ch Minh
Nghin cu ny t mc tiu tm ra kt qu v lng trung thnh ca khch

hng v cc yu t tc ng, v da trn nu ra nhng gii php cc ngn hng trong a bn nghin cu c th tham kho khi xy dng chin lc pht trin trong tng lai. Sau y l ba gii php m nghin cu mun a ra cho cc nh qun tr ngn hng ti thnh ph H Ch Minh:

4.1.1 Gii php th nht: Ch trng yu t Lng trung thnh ca khch hng c th pht trin bn vng
Theo kt qu thng k m t thc trng vi s liu t l khch hng trong mu ng vi cc pht biu: khch hng trung thnh s mong mun tip tc s dng dch v hin ti ca ngn hng, s coi ngn hng l la chn u tin cho dch v ngn hng khc khi c nhu cu, v s gii thiu tt v ngn hng cho ngi khc. y r rng l nhng li ch to ln cho s pht trin bn vng m cc ngn hng s c c nu ch trng mt cch hiu qu n yu t lng trung thnh. Trong khi , hin ti th mc trung thnh ca khch hng vi cc ngn hng theo nh kho st c l cha cao, th hin qua cc gi tr trung bnh ca cc tiu ch o lng trong thang o lng trung thnh.

44

Cn cc ngn hng th vn ang tip tc theo nh hng pht trin theo chiu rng, cnh tranh quyt lit quyt lit chim cho c ming bnh th phn cn li, khng tm n vic duy tr s trung thnh ca nhng khch hng thu ht c11. Nh vy c ngha l cc ngn hng ang c gng pht trin m khng c chin lc r rng, lng ph ngun lc v pht trin khng bn vng. Vn bit vic sng cn ca ngn hng da trn ng vn huy ng c ca khch hng; nu khng cn thu ht c dng vn ca khch hng th ngn hng tt nhin s b o thi. Nhng c ngha g khi khch hng thu ht c hm nay c th mang li cht li nhun nhng ngy mai li b ra i ht? Li nhun s ch n t nhng khch hng thng xuyn. Do , cc ngn hng ang hot ng trn a bn thnh ph H Ch Minh nn ch trng n lng trung thnh ca khch hng, nh mt yu t quan trng cho s pht trin trong trc mt v lu di, c nh hng v chng trnh hnh ng ng n, hiu qu nhm gi chn khch hng hin c bn cnh nhng n lc thu ht thm khch hng mi. Gii php th nht ny c a ra nhm mc ch khuyn ngh cc nh qun tr ngn hng hy xem xt iu chnh chin lc pht trin ca mnh theo hng ti u ha li ch v ngun lc ca ngn hng.

4.1.2 Gii php th hai: Nng cao s tha mn cho khch hng
Vic m bo mc tha mn ca khch hng cao lun l mt cch gi khch hng tt nht12. Kt qu nghin cu ny cng khng nh s tha mn l yu t c nh hng quyt nh i vi lng trung thnh ca khch hng. Nu khch hng cm thy hi lng mi khi giao dch vi ngn hng th h s tip tc li vi ngn hng. Th nhng kt qu thng k m t vi cc gi tr trung bnh ca tng tiu ch trong

11
12

http://www.sacombank.com/newscontent.aspx?cateid=26&contentid=2439 Phillip Kotler [11]

45

thang o yu t s tha mn li phn nh rng khch hng ngn hng hin ti cha c tha mn mc cao vi dch v m cc ngn hng ang cung cp. Ta xem li khi nim v S tha mn ca khch hng c s dng trong nghin cu: l i vi dch v ngn hng, khch hng s cm thy tha mn hay hi lng nu h c ngn hng p ng cc yu cu giao dch mt cch nhanh chng, chnh xc, vi thi tn trng, thn thin v bo mt thng tin tt. Nghin cu i trc ca Tin Ha ti cng th trng ngn hng TP.HCM [1] cng khng nh c s tha mn ca khch hng chu nh hng ca cc yu t: tnh cnh tranh v gi, s thun tin, phong cch phc v, s tn nhim, hnh nh doanh nghip (hnh nh v hnh v ngn hng), v s hu hnh (hnh nh hu hnh vi c s vt cht v hnh nh nhn vin). Vy nng cao s tha mn ca khch hng i vi ngn hng v dch v ngn hng cung cp th ngn hng cn phi m bo: phc v nhanh chng thi phc v ca nhn vin tt tnh bo mt hay tin cy cao Chnh s hi lng, s tha mn v tin ch, cht lng, thi giao dch, tnh an ton ca cc sn phm, dch v m ngn hng cung ng cho khch hng to nn mi quan h hiu qu vi khch hng. Nh , cc khch hng truyn thng, khch hng c duy tr u n cc giao dch vi ngn hng; ng thi lng khch hng mi, khch hng tim nng ca ngn hng cng khng ngng gia tng. lm c iu ny, ngn hng cn c chin lc pht trin ph hp, c s phi hp ng b trong chnh sch v hnh ng trong mi lnh vc lin quan, chng hn nh vn u t pht trin cng ngh m bo c th phc v nhanh chng v tin ch sn phm cao; tuyn chn v o to nhn vin ... tt c cho mc tiu gim chi ph v tin bc, thi gian, nng lng v tm l cho khch hng khi tham gia thc hin cc dch v ngn hng, xy dng nim tin cho khch hng vi chin lc bo m an ninh thng tin hiu qu. Theo , s tha mn ca khch hng s dn dn c nng cao.

46

Tm li, cc ngn hng hot ng ti thnh ph H Ch Minh cn phi sm c bin php hiu qu gia tng s tha mn ca khch hng; theo lng trung thnh ca h cng s tng ln.

4.1.3 Gii php th ba: Nng cao nng lc cnh tranh ca ngn hng
Trong mi trng cnh tranh ngy nay, khch hng c rt nhiu la chn vi kh nhiu ngn hng trong thnh ph. H s ch la chn ngn hng no c th em li cc gi tr khc vi cc ngn hng khc m ph hp vi nhu cu ca mnh. Kt qu thng k m t yu t Quyt nh la chn vi cc gi tr t l khch hng ng cho bit rng khch hng ngn hng ti th trng thnh ph H Ch Minh c xu hng gn kt vi ngn hng mnh b cng la chn, cho nn h s cn nhc k lng trc khi quyt nh chn mt ngn hng s dng dch v. Theo kt qu nghin cu ca Tin Ha ti cng th trng [1] th cc yu t: tnh cnh tranh v gi, s thun tin, phong cch phc v, s tn nhim, hnh nh doanh nghip, hnh nh hu hnh vi c s vt cht v hnh nh nhn vin l nhng tiu ch th hin kh nng cnh tranh ca ngn hng, c nh hng quyt nh n mc hi lng ca khch hng. Tt c nhng yu t ny l c s khch hng nh gi tnh cnh tranh ca ngn hng h cn c vo m so snh, cn nhc khi la chn ngn hng giao dch. Do , cc ngn hng trong a bn nn nm bt c im trn lun m bo tnh cnh tranh cao tng i so vi mt bng th trng gi chn khch hng trung thnh.

4.2

Kt lun

Tm tt ti
ti lun vn tt nghip o lng Lng trung thnh ca khch hng trong ngnh ngn hng ti thnh ph H Ch Minh c thc hin vi mc ch o lng yu t Lng trung thnh ca khch hng trong mi quan h tc ng ca cc

47

yu t: s tha mn, quyt nh la chn, v thi quen ti th trng ngn hng thnh ph H Ch Minh. Nghin cu c thc hin vi c mu l 162 khch hng hin c s dng dch v ngn hng ti a bn. Nghin cu c thit k vi hai bc l nghin cu s b (nghin cu th) v nghin cu chnh thc (nghin cu khng nh). Thang o s dng trong nghin cu l b thang o ca Goulrou Abdollahi (2008), c iu chnh da trn kt qu nghin cu s b. D liu nghin cu c thu thp t cc ngun: bn in Phiu kho st gi email ti ngi tham gia kho st, v bn in t a ln trang web kho st trc tuyn www.sirvina.com. Sau , d liu c x l bng phn mm SPSS 16.0. Cc thang o c iu chnh vi phng php nghin cu th v tho lun tay i; sau c nh gi bng kim nh h s tin cy Cronbach Alpha v phn tch nhn t khm ph EFA. M hnh nghin cu v cc gi thuyt c kim nh bng phn tch hi quy tuyn tnh bi. Kt qu cho thy, S tha mn v Quyt nh la chn ca khch hng l hai yu t c tc ng ln lng trung thnh ca khch hng, trong nh hng ca S tha mn mnh hn ca Quyt nh la chn; cn yu t Thi quen la chn ngn hng giao dch khng c khng nh l c tc ng n Lng trung thnh ca khch hng trong ngnh ngn hng ti thnh ph H Ch Minh. Cn c vo kt qu nghin cu tm c, mt s gii php c tc gi a ra cho cc nh qun tr ngn hng ti a bn thnh ph H Ch Minh nhm duy tr v nng cao s trung thnh ca khch hng i vi ngn hng. Kt qu ca nghin cu ny ca tc gi gp phn cng vi nhng nghin cu i trc, b sung vo kt qu nghin cu lng trung thnh ca khch hng nhng lnh vc, nhng th trng khc nhau; v ti ng gp vai tr nh mt nghin cu khm ph, lm tin cho cc nghin cu tip theo trong nghin cu lng trung thnh ca khch hng trong lnh vc dch v ngn hng. V mt thc tin, ti cung cp thng tin v cc yu t c nh hng ti lng trung thnh ca khch hng, cho cc ngn hng Vit nam ang kinh doanh ti thnh ph H Ch Minh c th tham kho trong hoch nh chin lc gi khch hng.

48

Hn ch ca ti v hng nghin cu tip theo

Vi nhng gii hn v thi gian v kin thc nghin cu ca tc gi, nn ti cn c nhng mt hn ch nht nh. C th nh sau: Mt l, vic ly mu theo phng php ly mu thun tin, tip cn ngu nhin nhng khch hng c giao dch ngn hng ch trn a bn thnh ph H Ch Minh lm cho tnh i din ca kt qu khng cao. Vic s dng mu i din hn tng tnh tng qut ha l iu nn lm trong cc nghin cu tip theo. V cn c nhng nghin cu kim nh a phng khc ti Vit nam so snh kt qu kim nh. y l mt hng cho nghin cu tip theo. Hai l, ti tip cn lng trung thnh ca khch hng cng nh cc nhn t tc ng trn phng din tt c cc dch v ngn hng ni chung mt cch tng qut. C th c s khc bit tng dch v c th. Nghin cu tip theo nn i theo hng nghin cu lng trung thnh v yu t nh hng cho mt dch v ngn hng c th kim chng kt qu ca nghin cu ny. Ba l, ti mi xc nh c hai nhn t c nh hng i vi lng trung thnh ca khch hng trong ngnh ngn hng, nn mi ch gii thch c 45% v lng trung thnh khch hng. Cn nhng nghin cu m rng vn , nghin cu nhng yu t khc c th c nh hng n lng trung thnh ca khch hng ngn hng nh gi tr dch v cm nhn, hay hnh nh thng hiu y cng l mt hng nghin cu cho cc nghin cu tip theo. Bn l, ti ch nh gi thang o v kim nh m hnh nghin cu bng phn tch h s tin cy, phn tch nhn t khm ph, v phn tch hi quy tuyn tnh bi. Nghin cu cng khng kim nh hiu ng kim sot ca cc bin nhn khu n cc gi thuyt ca m hnh nghin cu. Nghin cu tip theo nn ng dng cng c kim nh m hnh cu trc SEM t kt qu nghin cu phong ph hn. Cui cng, ti chn hng xem xt lng trung thnh khch hng kha cnh thi . Nghin cu tip theo nn tip cn theo hng hnh vi c th xy dng c ch s v lng trung thnh ca khch hng ngn hng.

49

TI LIU THAM KHO

Ti liu Ting Vit
[1]. Tin Ha (2007), Nghin cu s hi lng ca khch hng doanh nghip i vi sn phm dch v ngn hng HSBC chi nhnh thnh ph H Ch Minh, Lun vn Thc s, H Kinh t TPHCM. [2]. H Huy Tu (2008), Tc ng ca gi, cht lng, kin thc n s tha mn v trung thnh ca ngi tiu dng i vi c ti thnh ph Nha Trang, bo co nghin cu, H Thy sn Nha Trang. [3]. [4]. Hong Trng & Chu N. Mng Ngc (2005), Phn tch d liu nghin cu vi SPSS, Nh xut bn Thng k, tr. 7-93 & 160-273. Nguyn nh Th (2003), o lng cht lng dch v vui chi gii tr ngoi tri ti TP.HCM, ti nghin cu khoa hc, Trng DHKT thnh ph H Ch Minh. [5]. Nguyn nh Th (2008), Nghin cu cho lun vn tt nghip ngnh QTKD - thc trng v gii php, Nh xut bn Vn ha Thng tin, tr. 43-56 & 79102. [6]. 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, HBK TPHCM. [7]. Nguyn Thnh Cng, Phm Ngc Thy (2007), Cc yu t nh hng n lng trung thnh ca khch hng i vi thng hiu in thoi di ng, Tp ch pht trin KH&CN tp 10, (s 08/2007). [8]. Nguyn Th Mai Trang (2006), Cht lng dch v, s tha mn v lng trung thnh ca khch hng siu th ti thnh ph H Ch Minh, tp ch pht trin KH&CN, tp 9, (s 10 nm 2006). [9]. Nguyn Th Mai Trang, Nguyn nh Th & Nigel J Barett (2007), ng c tiu khin trong mua sm, thuc tnh siu th v lng trung thnh khch

50

hng ti th trng chuyn i: Kt qu kim nh ti Vit nam, Nghin cu cho lun vn tt nghip ngnh QTKD - thc trng v gii php, tr. 79-102. [10]. Nguyn Th Phng Trm (2008), Cht lng dch v ngn hng in t: so snh gia m hnh SERVQUAL v GRONROOS, Lun vn Thc s, H Kinh t TPHCM. [11]. Phm c K & Bi Nguyn Hng (2007), o lng mc trung thnh ca khch hng i vi dch v thng tin di ng - Nghin cu ti th trng TP.HCM, t Internet. [12]. Phillip Kotler, Qun tr Marketing, Nh xut bn Thng k, 2006, tr. 59 & 524. [13]. Trn Hong Ngn, Ngn hng Thng mi, chng II: Nghip v huy ng vn v dch v ngn hng, Bi ging chuyn , Khoa Ngn hng, H Kinh t TPHCM. [14]. V Tr Ton (2007), Nghin cu v cht lng o to ca khoa Kinh t v Qun l theo m hnh cht lng dch v (SERVQUAL), bo co nghin cu khoa hc, trng HBK H ni. [15]. Din n doanh nghip Vit nam online (2008), ba im yu ca ngn hng ni, t Internet. [16]. iu tra th trng ca Si gn Tip th (2008), nh gi cc nhm sn phm dch v ngn hng, t Internet. [17]. Thi bo Kinh t Si gn Online (2009), Ngn hng phi cnh tranh bng dch v v cng ngh, t Internet. [18]. Thi bo Kinh t Si gn Online (2009), Mc cnh tranh trong ngnh ngn hng Vit nam, t Internet. [19]. Thi bo Sn OTC (2009), Doanh thu t knh dch v ti cc ngn hng Vit Nam cn thp, t Internet.

Ti liu Ting Anh

51

[20]. Bob E. Hayes (1992), Measuring customer satisfaction survey design, use, and statistical analysis methods, ASQ Quality Press Milwaukee, Wisconsin, pp.10-79. [21]. B.Thompson (2005), The Loyalty Connection: Secrets To Customer Retention And Increased, working paper, from http://www.magellansolutions.com. [22]. Elizabeth T.Jones (2005), The Important of Communication Quality in Services, Master Thesis. [23]. Erez Manhaimer (2007), Does the Perceived Quality of the Product influence the Customer Loyalty, working paper , consulting.co.il [24]. Eriksson & Schuster (2009), Customer loyalty in Internet banking, Master Thesis. [25]. Golrou Abdollahi (2008), Creating a model for customer loyalty in banking industry of Iran, Master Thesis, from http://www.essays.se/essay/34792a5d35/ [26]. Istvn Szts & Zsolt Tth (2008), Customer Loyalty Problems in retail banking, International Conference on Management, Enterprise and Benchmarking (MEB 20086th), working paper, from http://kgk.bmf.hu. [27]. Kathleen Khirallah (2005), Customer Loyalty in retail Banks: Time to move beyond Simple Programs or a Product Orientation, working paper, from http://www.towergroup.com). [28]. LU Juan & LU Yan (2009), Dimensions and influencing factors of customer loyalty in the intermittent service industry, higher Education Press and Springer-Verlag 2009, pp. 63-78 [29]. Mohammad Muzahid Akbar & Noorjahan Parvez (2009), Impact of Quality, Trust, and Customer Satisfaction on Customers Loyalty, working paper, from http://www.journal.au.edu. from www.bbdo-

52

[30]. Neringa Ivanauskiene & Vilt Auruskeviciene (2009), Loyalty programs challenges in retail banking industry, working paper, from http://internet.ktu.lt.

Websites
1. 2. 3. 4. 5. 6. 7. http://www.vietcombank.com.vn http://www.acb.com.vn http://www.essays.se http://www.vnba.org.vn http://www.sbv.org.vn http://diendannganhang.com http://www.sacombank.com

PH LC
Ph lc I: M HNH V THANG O CA G.ABDOLLAHI (2008)
M hnh nghin cu:

Hnh v

M hnh nghin cu ca Goulrou Abdollahi (2008)

Habit H4

H5

Loyalty
H6

Tangible Quality

H2

H3

H1

Intangible Quality

Choosing Satisfaction

Switching Cost

(Ngun: Goulrou Abdollahi (2008), Creating a model for customer loyalty in banking industry of Iran, tr.77 [25])

ii

Cc thang o:
Thang o Lng trung thnh I would always recommend my bank to the others It would be difficult to change my beliefs about this bank I am a loyal customer to this bank I do not like to change to another bank because this bank sees my needs I would always use this banks services I would always consider this bank as the first choice if I need new services Even if close friends recommended another bank, my preference for this bank would not change Thang o S tha mn This bank doesnt meet my needs The bank I work with is far from my expectations of an ideal bank According to my experiences, Im satisfied with this bank In comparision to other banks, I consider this bank and its services successful Thang o Quyt nh la chn Before choosing a bank I consider its advantages and disadvantages The decision which I make for choosing a bank for the first time is very important Before choosing a bank, I compare it with other banks Thang o Thi quen I use this bank because my family also uses it I use this bank because I am admitted as a member of this bank by my office or family I use this bank because it is near my office or home I use this bank because it has many branches I use this bank because this is the first bank which I used its services Im used to using of the services of this bank