Khoa Luan Tot Nghiep

BO GIAO DUC VA AO TAO
TRNG AI HOC KINH TE TP. HO CH MINH

KHOA QUAN TR KINH DOANH
KHOA LUAN TOT NGHIEP
MT S GII PHP NNG CAO CHT

LNG DCH V TN DNG C NHN
TI NGN HNG LIN DOANH
LO VIT ( LVB)
GVHD
: Th.s Nguyn Vn Ha
SVTH
: Thi Bnh Dng
MSSV
: 31091023533
Lp
: QTCL2_K35
TP. HO CH MINH Nam 2013
LI CM N
hon thnh c bi bo co mt cch xut sc nht khng ch da vo n
lc ca bn thn em m cn n s h tr, gip ca rt nhiu ngi.
u tin, em xin gi li cm n ti Ban gim hiu v khoa Qun tr kinh doanh
Trng i hc kinh t Thnh ph H Ch Minh to iu kin em c c hi c
thi gian thc tp, c c nhng ti liu tham kho b ch hon thnh ti. V
em cng xin cm n cc thy c trong khoa tn tnh ging dy, cung cp cho em
nhng kin thc c bn v ngnh hc ca mnh hon thnh ti.
Tip n, xin trn trng cm n Ban lnh o Ngn hng lin doanh Lo Vit
chi nhnh TP.HCM ng cho em n thc tp, nghin cu ti chi nhnh, c bit
l trng phng Quan h khch hng nhn em vo thc tp ti phng. Bn cnh ,
em xin cm n cc anh ch trong phng tn tnh gip , ch bo em gip em c
thm kin thc trong sut thi gian thc tp ti phng. c bit em xin chn thnh
cm n anh Ph phng cung cp cho em cc s liu, thng tin em cn lin quan n
bi bo co.
c bit em xin gi li cm n chn thnh nht n gio vin hng dn thc
tp, Th.s Nguyn Vn Ha, tuy rt bn rn nhng cng dnh nhiu thi gian v c
c nhng ln trao i trc tip vi em, nhit tnh gip , gii p nhng thc
mc ca em hon thnh tt nht ti c th.
V thi gian lm bi v kin thc c hn, trong qu trnh lm bi cn nhiu
thiu st knh mong cc thy c xem xt v gp .
Em xin chn thnh cm n!
SINH VIN THC HIN
Thi Bnh Dng
ii
NHN XT CA N V THC TP
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TP. H Ch Minh, ngy..thngnm 2013
iii
NHN XT CA GIO VIN HNG DN
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TP. H Ch Minh, ngy..thngnm 2013
Th.s Nguyn Vn Ha
iv
MC LC
LI M U .............................................................................................................. 1
CHNG 1 : C S L LUN ............................................................................... 3
1.1. Dch v ............................................................................................................. 3
1.1.1 Khi nim .................................................................................................... 3
1.1.2 c im ca dch v .................................................................................. 3
1.2. Cht lng dch v .......................................................................................... 5
1.2.1 Khi nim .................................................................................................... 5
1.2.2 Thuc tnh ca cht lng dch v ............................................................... 5
1.2.3 Cc thnh phn cu thnh cht lng dch v ............................................. 6
1.2.4 Nm khong cch ca cht lng dch v .................................................. 7
1.3. S hi lng ca khch hng ............................................................................ 9
1.3.1 Khi nim .................................................................................................... 9
1.3.2 Phn loi .................................................................................................... 10
1.3.3 Cc nhn t quyt nh s hi lng ca khch hng .................................. 10
1.3.3.1 Cht lng dch v .............................................................................. 10
1.3.3.2 Gi c dch v ..................................................................................... 10
1.4. Hot ng tn dng ca Ngn hng thng mi ......................................... 11
1.4.1 Khi nim tn dng ngn hng ................................................................... 11
1.4.2 Phn loi tn dng ngn hng ...................................................................... 11
1.4.3 Nguyn tc tn dng ................................................................................... 12
1.5. Xy dng thang o ........................................................................................ 12
1.5.1 Thang o SERVQUAL .............................................................................. 12
1.5.2 Xy dng thang o cho ti: Mt s gii php nng cao cht lng dch
v tn dng c nhn ti ngn hng lin doanh Lo Vit (LVB)........................... 13
1.5.2.1 nh gi thang o bng h s tin cy Cronbachs Alpha ................... 13
1.5.2.2 Kim nh s ph hp ca m hnh ..................................................... 14
1.5.3 Xy dng thang o cho ti: Mt s gii php nng cao cht lng dch
v tn dng c nhn ti ngn hng lin doanh Lo Vit ( LVB) .......................... 16
CHNG 2: GII THIU N V THC TP.................................................. 19
v
2.1. Lch s hnh thnh v pht trin. ................................................................... 19
2.1.1 Lch s hnh thnh v pht trin ca ngn hng lin doanh Lo Vit. ....... 19
2.1.2 Lch s hnh thnh v pht trin ca ngn hng lin doanh Lo Vit chi
nhnh TP.HCM ..................................................................................................... 20
2.2. S t chc v chc nng ca cc phng ban ........................................... 20
2.2.1 S t chc ............................................................................................... 20
2.2.2 Chc nng v nhim v ca cc phng ban ................................................. 22
2.3 Phn tch tnh hnh hot ng kinh doanh ti ngn hng lin doanh Lo
Vit chi nhnh TP.HCM ........................................................................................ 24
2.3.1. Kt qu hot ng kinh doanh..................................................................... 24
2.3.2 Kt qu hot ng tn dng ca LVB chi nhnh TP.HCM giai on
2010-2012 ............................................................................................................. 26
2.3.3 Phn tch tnh hnh d n ............................................................................. 28
2.3.4.Phn tch tnh hnh n qu hn ..................................................................... 29
2.4 nh hng pht trin trong thi gian sp ti: ............................................ 31
2.4.1. Mc tiu chung ........................................................................................... 31
2.4.2 Mt s ch tiu c th ................................................................................. 31
2.4.2.1. Cng tc huy ng vn ......................................................................... 31
2.4.2.2. Cng tc tn dng................................................................................. 31
2.4.2.4. Pht trin mng li ............................................................................ 32
2.4.2.5. Cng tc qung b thng hiu v xy dng vn ha ......................... 32
2.4.2.6. Cng tc qun tr iu hnh v ngun nhn lc .................................. 33
CHNG 3: PHN TCH THC TRNG ........................................................... 34
3.1 nh gi thang o............................................................................................. 34
3.1.1. nh gi thang o bng h s tin cy Cronbachs Alpha ............................ 34
3.1.1.1. Kim nh Cronbachs Alpha cho yu t S tin cy (TC): .................... 34
3.1.1.5. Kim nh Cronbachs Alpha cho yu t phng tin hu hnh (PT): .. 39
3.1.2 Phn tch EFA ............................................................................................ 40
3.1.3 Phn tch hi quy........................................................................................ 43
3.1.3.1 Kim nh s ph hp ca m hnh...................................................... 43
vi
3.1.3.2 Kt qu phn tch hi quy .................................................................... 44
3.1.3.3 Gii thch phng trnh hi quy .......................................................... 45
3.2 Biu v s hi lng ca cc nhn t ......................................................... 45
3.2.1 Biu v s hi lng ca cc nhm nhn t ............................................. 45
3.2.2 nh gi KNDU_Kh nng p n ............................................................ 46
3.2.3 nh gi s tin cy ...................................................................................... 47
3.2.4 nh gi nng lc phc v .......................................................................... 48
3.2.5 nh gi phng tin hu hnh ................................................................... 49
CHNG 4: XUT GII PHP V K HOCH THC HIN ................. 51
4.1 Gii php .......................................................................................................... 51
4.1.1. STC_S tin cy ........................................................................................... 51
4.1.1.1 Nng cao tinh thn lm vic hng say, nhit tnh .................................. 51
4.1.1.2 Nng cao s hiu qu trong vic thm nh cc khon vay ................. 52
4.1.1.3 Nng cao s hiu qu trong vic gii quyt nhng thc mc, khiu ni
ca khch hng. ................................................................................................ 53
4.1.2 PT_Phng tin hu hnh ........................................................................... 54
4.1.2.1. u t nng cp s s vt cht, trang thit b cho LVB chi nhnh ti
TP.HCM. ........................................................................................................... 55
4.1.2.2 Pht trin mng li phc v khch hng. ........................................... 55
4.1.2.3 Trang phc p v n tng ................................................................. 56
4.1.3 PV_Nng lc phc v ................................................................................. 56
4.1.3.1. To phong cch chuyn nghip ca i ng nhn vin tn dng phc v
khch hng. ....................................................................................................... 57
4.1.3.2. a dng ha v hon thin v cht lng ca cc sn phm tn dng
nhm p ng c ti a nhu cu ca khch hng. ........................................ 58
4.1.3.3 To s tin tng cho khch hng vo nhn vin tn dng ................... 59
4.1.4 KNDU_Kh nng p ng......................................................................... 59
4.1.4.1. Chnh sch gi, mc li sut cnh tranh v chi ph giao dch hp l ... 60
4.1.4.2. Ngn hng lun thc hin ng nhng g gii thiu, cam kt ......... 62
4.2 Lp k hoch thc hin xut ............................................................... 63
vii
4.2.1 Mc tiu ..................................................................................................... 63
4.2.2 K hoch thc hin....................................................................................... 63
4.2.2.1 Lp ra Hi ng ban gim kho .......................................................... 63
4.2.2.2 Lp ban t chc ................................................................................... 64
4.2.2.3 Thc hin tuyn chn cn b vo v tr qun l quan trng: trng
phng, ph phng .............................................................................................. 65
4.3 Nhng hn ch ca ti v kin ngh cho nhng nghin cu tip theo ... 66
KT LUN ................................................................................................................ 68
TI LIU THAM KHO ......................................................................................... 69
viii
DANH SCH CC BNG BIU
Bng
Ni dung
Bng 1.1
c im ca dch v
Bng 1.2
Kt qu phn tch tnh ph hp trong phn tch hi quy
Bng 1.3
Kt qu phn tch tnh ph hp trong phn tch hi quy (b)
Bng 1.4
Kt qu phn tch hi quy
Bng 2.1
Bng thu nhp li thun qua cc nm
Bng 2.2
Kt qu hot ng tn dng ca LVB chi nhnh TP.HCM giai on

2010-2012
Bng 2.3
D n theo thi hn cho vay
Bng 2.4
Tnh hnh n qu hn
Bng 3.1
Reliability Statistics
Bng 3.2
Kim nh Cronbachs Alpha cho yu t S tin cy (TC) ln 1
Bng 3.3
Bng 3.4
Kim nh Cronbachs Alpha cho yu t S tin cy (TC) ln 2
Bng 3.5
Bng 3.6
Kim nh Cronbachs Alpha cho yu t S p ng (DU) ln 1
Bng 3.7
Bng 3.8
Kim nh Cronbachs Alpha cho yu t S p ng (DU) ln 2
Bng 3.9
Bng 3.10
Kim nh Cronbachs Alpha cho yu t Nng lc phc v (PV) ln 1
Bng 3.11
Bng 3.12
Bng 3.13
Bng 3.14
Bng 3.15
ix
Bng 3.16
Kim nh Cronbachs Alpha cho yu t Chnh sch gi (GC)
Bng 3.17
Bng 3.18
Kim nh Cronbachs Alpha cho yu t phng tin hu hnh (PT) ln 1
Bng 3.19
Bng 3.20
Bng 3.21
Bng 3.22
Bng 3.23
Bng 3.23
Bng 3.24
Phn tch EFA
Bng 3.25
Bng 3.26
Bng 3.27
t tn nhm nhn t
Kim nh s ph hp ca m hnh
Bng 3.28
Bng 3.29
x
DANH SCH CC HNH V, TH
Hnh v,
th
Ni dung
Hnh 1.1
M hnh nm khong cch cht lng dch v - Parasuraman.
Hnh 1.2
M hnh nghin cu s hi lng ca khch hng
Hnh 2.1
S t chc ca Ngn hng lin doanh Lo Vit chi nhnh

TP.HCM
Hnh 3.2
Biu s hi lng cc nhn t thnh phn KNDU_Kh nng p ng
Hnh 3.4
Biu s hi lng cc nhn t thuc thnh phn PV_Nng lc phc v
Hnh 3.5
Biu s hi lng cc nhn t thuc thnh phn PT_Phng tin

hu hnh
Biu 2.1
Biu thu nhp li thun qua cc nm
Biu 2.2
Biu kt qu hot ng cho vay ca LVB chi nhnh TP.HCM
Biu 2.3
Biu d n theo thi hn cho vay
Biu 2.4
Biu tnh hnh n qu hn
Biu 3.1
Biu v s hi lng ca cc nhm nhn t
Biu 3.3
Biu s hi lng cc nhn t thuc thnh phn STC_S tin cy
1
LI M U
1. Tnh cp thit ca ti
Trong nn kinh t ngy cng pht trin, cc t chc tn dng ngy cng th hin
c vai tr ca mnh trong cc lnh vc kinh doanh. Hin nay nc ta th trng
chng khon cha phi l knh dn vn hiu qu v ch yu, vy nn vn u t cho
cc hot ng sn xut kinh doanh ca nn kinh t vn phi da ch yu vo ngun
vn tn dng ca ngn hng thng mi (NHTM). Cc NHTM vi li th v mng
li, i tng khch hng ca NHTM khng phi ch l cc cng ty, doanh nghip
m cn c cc thnh phn t nhn, h gia nh. Mt mt h cho ngn hng vay, mc
khc h cng vay tin t NHTM. Chnh v vy, NHTM tr thnh knh cung ng vn
hiu qu cho nn kinh t trong giai on hin nay. Chnh v vy vn nghin cu
cht lng ca hot ng tn dng l vn ang rt c quan tm.
Cng vi s i mi ca t nc, h thng cc NHTM Vit nam c nhng
bc pht trin vt bc, ln mnh v mi mt c v s lng, quy m ln cht lng.
iu ng ngha vi vic s cnh tranh gia cc NHTM vi nhau ngy cng cao,
i hi mi NHTM cn c mt chin lc pht trin hp l tng s hi lng ca
khch hng, t s thu ht c nhiu khch hng n vi ngn hng. V bi v s
hi lng ca khch hng khng ch n thun l cht lng ca gi dch v, m cn
ph thuc vo nhiu yu t khch nh: Nng lc phc v, s tin cy, phng tin hu
hnhChnh v vy ngn hng c s pht trin vng chc, sc cnh tranh v
tha mn ti a s hi lng ca khch hng, cn phi tm hiu, phn tch tht k
nhng mong mun, nh gi ca khch hng v ngn hng mnh, t bit c
nhng yu t no ngn hng c khch hng nh gi cao v nhng nhn t no
cha c nh gi cao, ng thi cng bit c mc quan trng ca cc yu t
nh hng n s hi lng ca khch hng. T c nhng gii php hp l pht
huy tt hn na nhng th mnh v ci thin nhng tn ti cha c khch hng
nh gi cao, t nng cao s tha mn ca khch hng.
Chnh v tm quan trng v s cn thit phi nng cao s hi lng ca khch
hng cc NHTM nh trnh by trn. Sau mt thi gian thc tp ti ngn hng
lin doanh Lo Vit (LVB), thng qua nhng quan st, tm hiu tnh hnh thc t ti
2
Ngn hng lin doanh Lo Vit (LVB), ti quyt nh chn ti Mt s gii
php nng cao cht lng dch v tn dng c nhn ti ngn hng lin doanh Lo Vit
( LVB) phn tch, nghin cu.
2. Mc tiu nghin cu
ti Mt s gii php nng cao cht lng dch v tn dng c nhn ti ngn
hng lin doanh Lo Vit ( LVB) c la chn phn tch, nghin cu vi mc tiu:
Mong mun c c nhng thng tin chnh xc v nhng nhn nh, nh gi
ca cc c nhn c s dng dch v tn dng ti LVB v cht lng dch v tn dng
ti ngn hng ny. T bit c nhng th mnh, nhng yu t c khch hng
nh gi cao cht lng dch ti ngn hng pht huy tt hn na nhng yu t
ny v nhng yu t v cht lng dch v cha c khch hng nh gi cao, c
nhng bin php ci thin hp l
V cng hy vng vi nhng gii php xut, trnh by s gp phn tch cc lm
cho LVB ngy cng pht trin hn na, tha mn ti a s hi lng ca khch hng.
3. Phm vi nghin cu
Do phm tr nghin cu cht lng dch v tn dng ca ngn hng rt rng, c
c i tng khch hng doanh nghip v c nhn. V thi gian v nng lc c hn nn
ti ch dng li, tp trung nghin cu vn cht lng tn dng vi i tng l
khch hng l c nhn.
4. Phng php nghin cu
Vi yu cu ca ti cn phi c nhng thng tin thc t chnh xc v nhng
nh gi ca khch hng, nn ti tin hnh nghin cu bng d liu nh lng,
thng qua kho st kin ca khch hng bng bng cu hi nghin cu trc.
Vic kho st c thc hin vi 150 mu kho st v thu v 139 mu kho st
hp l, thch hp a vo phn tch.
3
CHNG 1 : C S L LUN
1.1. Dch v (Qun l cht lng , T Th Kiu An & ctg, 2010, Tr. 95-96)
1.1.1 Khi nim
C nhiu nh ngha khc nhau v dch v :
Theo cch hiu ph bin: dch v l mt hot ng m sn phm ca n l v
hnh. N gii quyt cc mi quan h vi khch hng hoc vi ti sn do khch hng s
hu m khng c s chuyn giao quyn s hu.
Theo quan im ca chuyn gia marketing Philip Kotler: dch v l mi hot
ng v kt qu m mt bn c th cung cp cho bn kia, ch yu l v hnh, khng
dn n quyn s hu mt ci g . Sn phm ca n c th gn hay khng gn vi
mt sn phm vt cht.
Nhng nm gn y, khi nim v dch v trong lnh vc qun l cht lng
c thng nht theo TCVN ISO 8402: 1999: Dch v l kt qu to ra p ng
yu cu khch hng bng cc hot ng tip xc gia nh cung cp khch hng v
cc hot ng ni b ca ngi cung cp.
Nh vy: dch v bao gm ton b s h tr m khch hng trng i, vt qua
mi dch v c bn, ph hp vi gi c, hnh nh v uy tn c lin quan.
1.1.2 c im ca dch v
Bng 1.1 c im ca dch v
c im
M t
Dch v khng th cm, nm,
nghe hay nhn trc khi mua
Khch hng nhn sn phm dch
Tnh v hnh
v khi n c cung cp
Doanh nghip gim thiu tnh v
hnh ca dch v thng qua nhng
minh chng c th v sn phm
Tnh
ng
thi , khng
Qu trnh cung cp dch v xy ra

lin tc
Tc ng
Khng th m t hon
ton c th v dch v
Khch hng kh hnh
dung v sn phm
Sn phm dch v kh o
lng, nh gi
Kh nng tin liu, d
on thiu tin cy
Khch hng c mt trong
qu trnh sn xut
4
chi ct
Cht lng dch v da vo phn

on ch quan
Khng tch ly, d tr dch v,
khng th kim nghim c
Ny sinh vn o to
khch hng tham gia
trong qu trnh sn xut tiu th sn phm
Qu trinh cung ng dch v v
Cc vn quan tm: s
qu trnh tiu th dch v xy ra
an ton, s hng dn,
ng thi
thi phc v, khng
Khch hng tham gia vo qu
th th nghim, tin liu
trnh cung ng v tc ng n
nhu cu, mc tham gia
vic hnh thnh cht lng dch
ca khc hng, phn on
ch quan ca nhn vin,

a im tip xc
Nhiu yu t nh hng
n thit k dch v
S khc bit trong nhu
cu khch hng
Mc d chng ca sn
Tnh d chng,
khng n nh
Cht lng dch v khng ng
phm s ph thuc mc
nht, khng n nh trong qu
khc bit ca khch
trnh cung ng n khch hng
hng
Cht lng dch v ph thuc

vo:
o Ngi thc hin
Kh nng chun ha dch

v thp
Kh khn trong o to
o Thi gian
i ng nhn vin cung
o a im cung ng
ng
S tc ng mnh m t
nhng yu t khch quan,
ch quan ca khch hng
lm nh hng n cht
lng dch v
5
Kh khn trong hoch
nh nng sut dch v
Ngi cung cp v tip nhn dch
v khng th lu gi
Tnh
mong
manh, khng
lu gi
Cht lng dch v khng th da

vo kim tra ln cui cng
Vn khng th tn kho trong
kinh doanh dch v
Gii hn kh nng cung

ng ca doanh nghip
dch v
Kh nng duy tr li th
cnh tranh cao trong kinh
doanh dch v
Chnh sch nh gi dch
v tc ng s cm nhn
ca khch hng
1.2. Cht lng dch v (Qun l cht lng, T Th Kim An & ctg, 2010, Tr. 99-102)
1.2.1 Khi nim
Vic tm hiu cht lng dch v l c s cho vic thc hin cc bin php ci
tin cht lng dch v ca doanh nghip. Cht lng dch v c nhiu nh ngha
khc nhau ty thuc vo i tng nghin cu v mi trng nghin cu:
Theo TCVN ISO 9000: 2000 da vo khi nim v cht lng ca sn phm,
chng ta c th coi cht lng dch v l mc ca mt tp hp cc c tnh vn c
ca dch v tha mn cc nhu cu mong i ca khch hng v cc bn c lin quan.
Theo Parasuramance & ctg (1998) (trch t Nguyn nh Th v ctg, 2003),
cht lng dch v l khong cch mong i v sn phm dch v ca khch hng v
nhn thc, cm nhn ca h khi s dng qua dch v . y c th c xem l mt
khi nim tng qut nht, bao hm y ngha ca cht lng dch v, ng thi
cng chnh xc nht khi xem xt cht lng dch v trn quan im khch hng, xem
khch hng l trng tm.
1.2.2 Thuc tnh ca cht lng dch v
Cp 1: thuc tnh phi c, nhng mong i c bn m dch v phi c. y l
nhng thuc tnh khch hng khng cp nhng h cho rng ng nhin phi c.
Khng p ng nhng thuc tnh ny, dch v s b t chi v loi khi th trng do
khch hng cm thy tht vng.
6
Cp 2: thuc tnh mt chiu, nhng yu cu c th. Nhng thuc tnh ny
cp n nh mt chc nng m khch hng mong mun. Mc p ng cng cao,
khch hng cng tha mn.
Cp 3: thuc tnh hp dn, yu t hp dn ca dch v. y l yu t to bt
ng, to s khc bit so vi cc dch v cng loi ca i th. Yu t ny khng bt
bin, theo thi gian n s dn tr thnh mong i c bn m dch v phi p ng.
1.2.3 Cc thnh phn cu thnh cht lng dch v
Nm 1985, ba nh nghin cu Parasuraman, Berry v Zeithaml a ra 10
thnh phn ca cht lng dch v. Nhng thnh phn bao gm:
tin cy: kh nng thc hin mt dch v ng nh ha v chnh xc,
lun hon thnh ng hn, cng mt phong cch v khng c sai st ngay ln u tin.
p ng: cp n s sn sng, st sng, mong mun ca nhn vin phc
v p ng yu cu ca khch hng.
Nng lc phc v: ni ln trnh , nng lc, s lnh ngh, chuyn nghip
ca nhn vin thc hin dch v.
Tip cn: cp n vic to iu kin thun li, d dng cho khch hng
trong vic tip cn dch v.
Lch s: lin quan n s nim n, tn trng v thn thin vi khch hng.
Giao tip: cp n kh nng giao tip, truyn t thng tin cho khch hng.
S tn nhim: lin quan n vic to lng tin ni khch hng, lm cho khch
hng tin cy vo t chc.
S an ton: ni n vic m bo an ton cho khch hng trong qu trnh s
dng dch v.
S hiu bit khch hng: th hin kh nng hiu bit v khch hng, quan
tm, thu hiu nhu cu ca h thng qua vic tm hiu mong mun, i hi ca khch
hng v dch v.
Phng tin hu hnh: cp n cc yu t hu hnh to n tng vi
khch hng nh trang phc, trang thit b, ti liu, c s vt cht ca dch v.
10 thnh phn trn y ca cht lng dch v bao qut hu nh ton b
cc kha cnh ca cht lng dch v. Tuy nhin vic o lng s kh khn hn v
7
cng c mt s thnh phn m hu nh khng c vai tr gi tr trong vic phn bit
nn nhm cc nh nghin cu trn kim nh li v i n kt lun rng cht lng
dch v bao gm 5 thnh phn c bn sau:
S tin cy: th hin kh nng thc hin mt dch v ph hp v ng thi hn
S m bo: nhm xy dng lng tin ca khch hng thng qua s chuyn
nghip, thi lch s, tn trng khch hng, kh nng giao tip v thi quan tm
lm nhng iu tt nht cho khch hng.
Yu t hu hnh: v ngoi ca c s vt cht, thit b, trang phc nhn vin,
nhng vt dng v nhng ti liu dng cho vic thng tin lin lc.
S cm thng: cp n phng cch phc v ca nhn vin thng qua vic
quan tm, ch n khch hng, ht lng tm hiu nhu cu ca khch hng v to cm
gic yn tm, an ton cho khch hng.
phn hi: th hin s st sng gip khch hng v nhanh chng khc
phc s c khi c sai st hoc bt ng xy ra.
1.2.4 Nm khong cch ca cht lng dch v (Qun l cht lng, T Th Kiu An
& ctg, 2010, Tr. 102)
8
Hnh 1.1 M hnh nm khong cch cht lng dch v - Parasuraman.
Trong 5 khong cch, khong cch 5 chnh l mc tiu cn nghin cu v n

xc nh mc tha mn ca khch hng khi h nhn bit c mc khc nhau
gia mong i v dch v thc t cm nhn c. S khc bit ny chnh l do 4
khong cch t 1 n 4 m ra. Di y l m hnh nm khong cch :
Khong cch th nht xut hin khi c s khc bit gia mong i ca khch
hng v nhn thc ca nh qun l v k vng ca khch hng. im c bn ca
khong cch ny l do t chc khng hiu r ht nhng c im to nn cht lng
dch v ca t chc cng nh cch thc chuyn giao, cung cp dch v tha mn
nhu cu ca khch hng.
9
Khong cch th hai l khong cch gia nhn thc ca ban lnh o vi
nhng yu cu c th v cht lng dch v. iu ny c ngha l t chc gp kh
khn trong vic chuyn i nhng mong i ca khch hng thnh nhng c tnh cht
lng dch v. Nguyn nhn c th do nng lc hn ch ca i ng nhn vin dch v
cng nh yu cu cao ca khch hng lm cho t chc p ng khng hon thin.
Khong cch th ba l khong cch gia yu cu cht lng dch v v kt
qu thc hin dch v. iu ny xy ra khi nhn vin khng thc hin ng nhng tiu
ch khch hng i hi v dch v.
Khong cch th t l khong cch gia thc t cung ng dch v v thng tin
i ngoi vi khch hng. Nhng thng tin cung cp cho khch hng, nhng ha hn
trong cc chng trnh cung cp dch v khng thc hin ng s lm gim k vng
ca khch hng.
Khong cch th nm gia dch v, khch hng tip nhn thc t vi dch v
khch hng mong i. Cht lng dch v ph thuc vo khong cch th nm ny.
Mt khi khch hng khng cm thy s khc bit gia dch v thc t c tip nhn
v nhng k vng, mong i th cht lng dch v c nh gi l hon ho. Bn
cnh khong cch th nm chu s tc ng ca bn khong cch kia. Do vy
gim thiu khong cch ny hay t chc mun tng cng s tha mn, hi lng ca
khch hng th t chc phi gim cc khong cch ny.
1.3. S hi lng ca khch hng
1.3.1 Khi nim (Hong Xun Bch Loan, 2008)
Ni n cht lng dch v ngi ta thng cho rng cng chnh l tha
mn ca khch hng. Tuy nhin c nhiu quan im khch nhau v s tha mn ca
khch hng:
Bechelet nh ngha s hi lng ca khch hng l mt phn ng mang tnh cm
xc ca khch hng p li vi kinh nghim ca h i vi mt sn phm hay dch v.
Philip Kotler th cho rng s hi lng l mc trng thi cm gic ca mt
ngi bt ngun t s so snh kt qu thu c t sn phm vi nhng k vng ca
ngi . Theo s tha mn c 3 cp nh sau:
10
Nu mc nhn c ca khch hng nh hn k vng th khch hng cm
nhn khng hi lng.
Nu mc nhn c ca khch hng bng k vng th khch hng cm
nhn hi lng.
Nu mc nhn c ca khch hng ln hn k vng th khch hng s
cm thy thch th.
1.3.2 Phn loi (Hong Xun Bch Loan, 2008)
Chng ta c th phn loi mc hi lng ca khch hng thnh ba loi v
chng c tc ng khc nhau n nh cung cp dch v:
Hi lng tch cc: y l s hi lng mang tnh tch cc v c phn hi
thng qua nhu cu s dng ngy mt tng ln i vi nh cung cp dch v. i vi
nhng khch hng c s hi lng tch cc, h v nh cung cp dch v s c mi quan
h tt p, tn nhim ln nhau v cm thy hi lng khi giao dch
Hi lng n nh: i vi nhng khch hng c s hi lng n nh, h s
thy thoi mi v hi lng nhng g ang din ra v khng mun c s thay i trong
cch cung cp dch v. V vy nhng khch hng ny t ra d chu, c s tin tng cao
i vi doanh nghip.
Hi lng th ng: nhng khch hng c s hi lng th ng t tin tng
vo doanh nghip v h cho rng rt kh doanh nghip c th ci thin c cht
lng dch v v thay i theo yu cu ca mnh.
1.3.3 Cc nhn t quyt nh s hi lng ca khch hng
1.3.3.1 Cht lng dch v (nh trnh by phn 2)
1.3.3.2 Gi c dch v (L Hi Long, 2010)
Trong nhiu nghin cu v s hi lng ca khch hng trc y, tc ng ca
yu t gi c t c ch n so vi cc tiu ch khc. Tuy nhin cng vi s cnh
tranh ngy cng mnh m ca th trng m cc thah i trong nhn nh ca khch
hng v sn phm, dch v, cc nh nghin cu xc nh rng gi c v s hi lng
khch hng c mi quan h su sc vi nhau. Do , nu khng xt n nhn t ny th
vic nghin cu s thiu tnh chnh xc.
11
Khi nh gi tc ng ca nhn t gi c n s hi lng ca khch hng, chng
ta cn xem xt y ba kha canh:
Gi so vi cht lng
Gi so vi i th cnh tranh
Gi so vi s mong i ca khch hng
Trong phm v bi ny, yu t gi c c xem xt chnh l tnh cnh tranh ca
gi c cm nhn. Nu khch hng cm nhn tnh cnh tranh ca gi c cng cao
th h s cng hi lng v ngc li.
1.4. Hot ng tn dng ca Ngn hng thng mi (Gio trnh nghip v Ngn
hng thng mi _ i hc kinh t TP.HCM)
1.4.1 Khi nim tn dng ngn hng
Tn dng ngn hng l mi quan h vay mn gia ngn hng vi tt c cc c
nhn, t chc v doanh nghip khc trong x hi. N khng phi l quan h dch
chuyn vn t ni tm thi tha sang ni tm thi thiu m l quan h dch chuyn
vn gin tip thng qua mt t chc trung gian l ngn hng.
1.4.2 Phn loi tn dng ngn hng
Da vo thi gian vay
o Cho vay ngn hn: l loi hnh tn dng c thi hn di 12 thng. Mc
ch l b sung thiu ht tm thi ca doanh nghip hay cho vay phc v nhu cu sn
xut kinh doanh ca cc h gia nh.
o Cho vay trung hn: l loi hnh tn dng c thi hn t 12 thng n 60
thng. Mc ch l mua sm ti sn c nh, ci tin v i mi cng ngh, m rng
sn xut kinh doanh, xy dng cc d n c quy m nh.
o Cho vay di hn: l loi hnh tn dng c thi hn trn 60 thng nhng khng
qu thi hn ghi trong giy php kinh doanh ca doanh nghip. Mc ch vay p ng
nhu cu di hn vn u t xy dng x nghip mi, ci tin v sn xut c quy m.
Da vo mc ch cho vay
Phn loi theo mc ch s dng c th d dng trong vic thc hin ch
trng nh hng pht trin ca ngn hng theo lnh vc khch nhau ca nn kinh t,
bao gm:
12
o Cho vay phc v cho kinh doanh cng thng nghip.
o Cho vay bt ng sn.
o Cho vay nng nghip.
o Cho vay kinh doanh xut nhp khu.
o Cho vay tiu dng c nhn.
Da vo mc tn nhim i vi khch hng
o Cho vay c m bo bng ti sn l hnh thc ngn hng c th chc
chn thu c n vi ti sn m bo. Cho vay c ti sn m bo thng p dng vi
nhng khch hng c uy tn khng cao vi ngn hng.
o Cho vay khng c m bo bng ti sn l vic ngn hng cho khch
hng ca mnh vay m khng c ti sn cm c, th chp hoc bo lnh ca bn th
ba, ngn hng ch cho vay da trn uy tn ca khch hng
1.4.3 Nguyn tc tn dng
Ngn hng ch cho vay khi m bo y cc nguyn tc sau:
Theo nh hng, mc tiu k hoch ca Nh nc v c hiu qu: u t
ca nh nc v u t qua tn dng phi theo nh hng cc nghnh cc vng
trong c nc c s pht trin ng u.
Trnh ri ro v m bo kh nng thanh ton: cho vay trung di hn cn
c nghin cu k lng, kim tra nh gi t h s tn dng trnh ri ro v m
bo kh nng thanh ton.
S dng vn ng mc ch tha thun trong hp ng tn dng: y l
nguyn tc c bn v c s dng vn ng mc ch th khch hng mi c th thu
c li ch nh d kin.
Hon tr vn vay v li ng hn: bi ngn hng cng l ngi i vay v
phi hon tr khi n hn. Khi ngn hng cho vay h phi tnh ton xem phi s dng
ngun no l hp l c th thu c hiu qu tt nht.
1.5. Xy dng thang o
1.5.1 Thang o SERVQUAL
Thang o SERVQUAL l mt trong nhng cng c ch yu trong Marketing
dch v dng nh gi cht lng dch vu (Parasuraman & ctg1994).
13
Thang o SERVQUAL l thang o cht lng dch v c s dng trn nhiu
lnh vc dch v khc nhau: y t, khch sn, nh hng, chm sc sc khen bt u
vi gi nh rng cht lng dch v l s khc bit gia k vng ca dch v tng th
ca khu vc v nhn thc ca nh cung cp dch v c th trong lnh vc c th (Curry
v Sinclair, nm 2002; Zeithaml, et al, 1993).
Thang o SERVQUAL l mt thang o cht lng dch v chnh xc v tin cy
(Parasuraman & ctg 1988,1991,1993) v thang o ny c s dng rng ri
(Buttle, 1996; Robinson 1999).
Nhc im:
Bng cu hi di v khi nim s k vng kh m h i vi ngi tr li, do
vy s dng thang o SERVQUAL c th nh hng n cht lng d liu thu thp
dn n gim tin cy v tnh khng n nh ca cc bin quan st.
Kt qu nghin cu cho thy cht lng dch v khng thng nht vi nhau
tng nghnh dch v v tng th trng. Do , cc tiu ch o lng cht lng dch
v SERVQUAL khng th p dng hng lot trong tt c cc lnh vc m phi c
hiu chnh ph hp vi tng trng hp nghin cu m bo tnh chnh xc cao.
1.5.2 Xy dng thang o cho ti: Mt s gii php nng cao cht lng dch v
tn dng c nhn ti ngn hng lin doanh Lo Vit (LVB)
Thang o ca ti: Mt s gii php nng cao cht lng dch v tn dng
ti ngn hng lin doanh Lo- Vit (LVB), s da vo kt qu t ti: Mt s gii
php nng cao cht lng dch v tn dng ti ngn hng thng mi c phn ngoi
thng vit nam( Vietcombank)ca tc gi L Hi Long, 2010.
1.5.2.1 nh gi thang o bng h s tin cy Cronbachs Alpha
Theo phng php nh gi thang o bng h s tin cy Cronbachs Alpha th
ch nhng h s c tng quan tng bin(Corrected Item- Total Correlation) >0,3 v
c h s Cronbachs Alpha >0,6 mi c xem l chp nhn c v thch hp a
vo nhng bc phn tch tip theo. Cng theo nhiu nh nghin cu, nu Cronbachs
Alpha t 0,8 tr ln th thang o lng l tt v mc tng quan s cng cao.
Kt qu phn tch thng k v h s tin cy Cronbachs Alpha ca ti lun
vn thc s: Mt s gii php nng cao cht lng dch v tn dng ti ngn hng
14
thng mi c phn ngoi thng vit nam( Vietcombank) ca tc gi L Hi Long,
c kt qu nh sau:
Yu t s tin cy (STC): c 7 bin quan st u c h s tng quan bin
tng (Corrected Item- Total Correlation) > 0,3. Cronbachs Alpha = 0.905, do vy tiu
chun thang o l tt.
Yu t s p ng (SDU): c 5 bin quan st u c h s tng quan bin
tng > 0,3. Cronbachs Alpha = 0,898, do vy tiu chun thang o l tt.
Yu t nng lc phc v (NPV): c 5 bin quan st u c h s tng quan
bin tng > 0,3. Cronbachs Alpha = 0.873, do vy tiu chun thang o l tt.
Yu t chnh sch gi c (CGC): c 3 bin quan st c h c tng quan
bin tng > 0,3. Cronbachs Alpha = 0,819, do vy tiu chun thang o l tt.
Yu t s ng cm (SDC): c 5 bin quan st u c h s tng quan bin
tng > 0,3. Cronbachs Alpha = 0,879, do vy tiu chun thang o l tt.
Yu t phng tin hu hnh (PHH): c 5 bin quan st u c h s tng
quan bin tng > 0,3. Cronbachs Alpha = 0,895, do vy tiu chun thang o l tt.
Tm li, cc nhm nhn t sau khi kim nh h s tin cy Cronbachs Alpha
u ph hp, vi gi tr Cronbachs Alpha nh nht l 0,819.
1.5.2.2 Kim nh s ph hp ca m hnh
Kim nh F trong phn tch phng sai l mt php kim nh gi thuyt v s
ph hp ca m hnh hi quy tuyn tnh tng th. Kim nh F xem xt mi quan h
tuyn tnh gia bin ph thuc vi ton th cc bin c lp. Kt qu kim nh ca
m hnh nh sau:
Bng 1.2 Kt qu phn tch tnh ph hp trong phn tch hi quy
Model
R Square
Adjusted R Square
Std. Error of the Estimate
.777(a)
.603
.599
.52590
a Predictors: (Constant), PHH, SDC, SDU, NPV, CGC, STC

Adjusted R Square = 0,599 > 0,5 l tng i nn m hnh ph hp vi d liu
th trng.
15
Bng 1.3 Kt qu phn tch tnh ph hp trong phn tch hi quy (b)
Model
Sum of
Df
Mean
Squares
Sig
141.933
.000a
Square
1 Regression
235.536
39.254
Residual
154.879
560
.277
Total
390.405
566
Nhn vo bng trn ta thy rng tr s thng k F c tnh t gi tr R2 ca m

hnh y khc 0, gi tr sig = 0 cho thy m hnh hi quy tuyn tnh bi c s
dng l ph hp vi tp d liu v cc bin u t c tiu chun chp nhn.
Bng 1.4 Kt qu phn tch hi quy
Model
Beta ()
Sig.
VIF
STC
.148
.001
2.745
SDU
.094
.014
2.029
NPV
.206
.000
1.965
CGC
.304
.000
2.205
SDC
.044
.244
1.973
PHH
.155
.000
1.959
Trong trng hp cc bin c lp c hin tng cng a tuyn tc l cc bin

c lp c tng quan cht ch vi nhau v n cung cp cho m hnh nhng thng tin
rt ging nhau v kh tch nh hng ca tng bin ring l nn trnh din gii sai
lch kt qu hi quy so vi thc t th cn phi nh gi, o lng hin tng a cng
tuyn.Trong m hnh trn, tt c cc gi tr phng i phng sai (VIF) u nh
hn 3 nn ta c th kt lun mi lin h gia cc bin c lp ny hu nh khng
ng k, v vy khng c hin tng a cng tuyn.
Kt qu phn tch hi quy cho thy, ch c SDC gi tr sig=0,244 > 0,5 nn
khng c du hiu thng k chng t bin SDC nh hng n SHL.
T bng phn tch hi quy trn, ta c c phng trnh hi quy:
SHL = 0,304CGC+0,206NPV+0,155PHH+0,148STC+0,094SDU
16
Trong : SHL: S hi lng
Trong h s cng ln th s nh hng ca yu t n s hi lng ca
khch hng cng ln.
T nhng kt qu ph hp nh phn tch trn m ti quyt nh chn
m hnh ca ti: Mt s gii php nng cao cht lng dch v tn dng ti
ngn hng thng mi c phn ngoi thng vit nam( Vietcombank) ca tc gi
L Hi Long, lm c s xy dng thang o.
1.5.3 Xy dng thang o cho ti: Mt s gii php nng cao cht lng dch v
tn dng c nhn ti ngn hng lin doanh Lo Vit ( LVB)
Hnh 1.2 M hnh nghin c s hi lng ca khch hng
Phng tin hu hnh
Nng lc phc v
S hi lng
S tin cy
S p ng
Chnh sch gi
Bng 1.5 Thang o cht lng dch v tn dng v s hi lng ca khch hng
Stt
M
ha
Din gii
S TIN CY (STC)
01
TC1
1. Ngn hng (NH) lun thc hin ng nhng g h gii thiu, cam kt
02
TC2
2. Khi bn c nhu cu v cay vn, Ngn hng lun sn sng h tr
03
TC3
3. Ngn hng lun p ng dch v ng thi hn ha
04
TC4
4. Khi bn c thc mc, khiu ni, Ngn hng lun gii quyt tha ng
05
TC5
5. Kh nng thm nh khon vay ca Ngn hng rt tt
06
TC6
6. H s, th tc tn dng ca Ngn hng n gin, d hiu
07
TC7
7. Thi hn cho vay ca Ngn hng rt hp l v linh ng
17
S P NG (SDU)
08 DU1
09 DU2
10 DU3
11 DU4
12 DU5
8. Nhn vin tn dng Ngn hng phc v bn nhanh chng, ng hn

9. Nhn vin tn dng Ngn hng lun nhit tnh gip bn hon thin
h s, th tc vay vn mt cch nhanh chng,y
10. Nhn vin tn dng Ngn hng khng bao gi t ra qu bn rn
khng p ng yu cu ca bn
11. Nhn vin tn dng Ngn hng lun gii p tha ng, nhanh chng
nhng thc mc ca bn
12. Nhn vin tn dng Ngn hng lun nhit tnh gip bn
NNG LC PHC V (NPV)
13
PV1
13. Nhn vin tn dng Ngn hng c trnh v tnh chuyn nghip cao
14
PV2
14. Nhn vin tn dng Ngn hng c trnh cao trong cng vic
15
PV3
15. Nhn vin tn dng NH c o c ngh nghip cao khng vi vnh bn
16
PV4
16. Nhn vin tn dng Ngn hng ngy cng to s tin tng i vi bn
17
PV5
17. Ngn hng c nhng sn phm tn dng p ng c yu cu ca bn

CHNH SCH GI (CGC)
18
GC1
18. Ngn hng c chnh sch gi linh hot
19
GC2
19. Ngn hng p dng mc li sut cnh tranh
20
GC3
20. Ngn hng c chi ph giao dch hp l

PHNG TIN HU HNH (PHH)
21
PT1
21. C s vt cht Ngn hng rt hin i
22
PT2
22. a im giao dch ca Ngn hng rt thun li cho bn giao dch
23
PT3
23. Ngn hng c mng li giao dch rng khp thun li cho bn giao dch
24
PT4
24. Ngn hng c dch v giao dch trc tuyn quan Internet rt thun tin
25
PT5
25. Nhn vin Ngn hng c trang phc p v rt n tng
26
HL1
27
HL2
S HI LNG (SHL)
26. Nhn chung,bn hi lng vi cung cch phc v ca cn b tn dng
Ngn hng
27. Nhn chung, bn hi lng vi trang thit b, vt cht ca Ngn hng
28
HL3
28. Nhn chung, bn hi lng vi cht lng dch v tn dng ca Ngn hng
18
TM TT CHNG 1
Chng 1 trnh by cc khi nim v dch v, cht lng dch v, s hi lng ca
khch hng v mt s khi nim c lin quan ti tn dng. ng thi cng gii thiu v
thang o SERVQUAL, u v nhc im ca thang o ny trong thc t s dng.
Chng c s l lun cng phn tch gii thch m hnh c la chn, t
tin hnh xy dng thang o cho ti, vi 5 nhm nhn t: Phng tin hu hnh, S
p ng, S tin cy, Nng lc phc v Chnh sch gi.
19
CHNG 2: GII THIU N V THC TP
2.1. Lch s hnh thnh v pht trin.
2.1.1 Lch s hnh thnh v pht trin ca ngn hng lin doanh Lo Vit.
Ngn hng lin doanh Lo Vit (LVB) c thnh lp theo quyt nh ca
Chnh ph v NHNN ca hai nc Vit nam v Lo, l ngn hng lin doanh ca hai
ngn hng thng mi hng u ca mi nc: Ngn hng u t v pht trin Vit
nam (BIDV) v ngn hng ngoi thng Lo (BCEL). Chnh thc khai trng v i
vo hot ng ngy 22/06/1999.
L ngn hng u tin c chnh ph hai nc Vit nam v Lo giao nhim v
thc hin chuyn i tin Kp Lo v tin ng Vit nam, phc v thanh ton ca hai
nc. Vi phng chm hot ng: Thun tin, nhanh chng, chnh xc v an ton,
LVB t c nhng kt qu tt p trong vic gp phn pht trin kinh t x hi, n
nh ti chnh tin t, tng cng mi quan h thng mi gia hai nc Vit Lo. Hot
ng ca LVB to c nim tin i vi khch hng, Chnh ph v NHNN hai nc
nh gi cao. Ngoi ra LVB cn l thnh vin ca cc t chc ti chnh nh Hip hi ngn
hng Lo, T chc thanh ton SWIFT, qu bo him tin gi Lo.
Tn y
: NGN HNG LIN DOANH LO VIT
Tn ting anh
: LAO VIET BANK (Vit tc LVB)
Vn iu l
: 15.000.000 USD
Ch tch HQT : ng PHANSANA KHOUNOUVONG quc tch Lo

Tng gim c
: ng NGUYN KIM DIU quc tch Vit nam
Mng li chi nhnh ca LVB t ti 2 nc gm: Hi s chnh, 4 chi nhnh v

1 phng giao dch:
Hi s chnh ti s 44, i l Lane Xang, Ving chn, CHDCND Lo
Chi nhnh LVB ti Paks, tnh Champasak, Lo
Chi nhnh LVB ti Savanakhet, Lo
Chi nhnh LVB ti H ni, Vit nam
Chi nhnh LVB ti TP.HCM, Vit nam
Phng giao dch ti Talaxao
20
2.1.2 Lch s hnh thnh v pht trin ca ngn hng lin doanh Lo Vit chi
nhnh TP.HCM
Ngn hng lin doanh Lo Vit chi nhnh thnh ph H Ch Minh c thnh
lp theo giy php s 08/NHNN GP ngy 24/4/1999 ca Ngn hng nh nc Vit Nam
v giy chng nhn ng k kinh doanh s 107062 ngy 16/4/2003 ca B K Hoch v
u T, khai trng v i vo hot ng ngy 23/4/2003, l chi nhnh trc thuc Ngn
hng lin doanh Lo Vit, lin doanh gia ngn hng u t v pht trin Vit Nam
(BIDV) v ngn hng ngoi thng Lo (BCEL), c php hot ng kinh doanh tin t,
tn dng v dch v ngn hng trn a bn TP.H Ch Minh v khu vc.
Gim c chi nhnh: ng O DANH TUN Quc tch Vit Nam.
Ph gim c chi nhnh: ng V NGC HNG Quc tch Vit Nam.
Tr s: ti s 49 Phm Vit Chnh, Qun 1, TP.H Ch Minh.
S in thoi: (08) 39254106.
Thnh tch t c:
Vi nhng thnh tch t c nm sau cao hn nm trc, trong nhng nm
qua chi nhnh nhn c s khen thng ca cc cp:
Bng khen ca Th tng Chnh ph Lo v hon thnh xut sc nhim
v kinh doanh 3 nm 2003 2005.
Bng khen ca Thng c Ngn hng Nh nc Vit Nam v hon thnh
xut sc nhim v kinh doanh 3 nm 2003 2005.
Giy khen ca Tng gim c Ngn hng lin doanh Lo Vit v hon
thnh xut sc nhim v kinh doanh 5 nm 2003 2007.
Hun chng lao ng hng III cho tp th cn b, nhn vin Chi nhnh
v hon thnh xut sc nhim v 5 nm 2003 2007.
2.2. S t chc v chc nng ca cc phng ban
2.2.1 S t chc
Nhn s l yu t quan trng, trc tip thc hin hot ng kinh doanh ca
Ngn hng. Nu khng c nhng con ngi c kh nng v chuyn mn v nhit tnh
trong cng vic, vn dng nhng kin thc chuyn mn vo cng vic, cung cc sn
phm, dch v tt cho khch hng th ngn hng cng khng th tn ti v pht trin.
21
n cui 2011, tng s cn b cng nhn vin ton Chi nhnh c 63 ngi,
trong trnh i hc v trn i hc chim khong 80% tng s cn b, trnh
cao ng v trung cp chim 15% v khc l 5% (li xe, bo v,).
Hnh 2.1: S t chc ca Ngn hng lin doanh Lo Vit chi nhnh TP.HCM
GIM C
PH
GIM C
Vn
phng
Phng
Qun
L Ri
Ro
Quan h trc tuyn:
Phng
Ngun
Vn v
Kinh
Doanh
Phng
Qun
Tr Tn
Dng
Phng
Quan
H
Khch
Hng
Phng
Dch
V
Khch
Hng
Phng
K
Ton
T
in
Ton
L quan h mt chiu th hin cp trn gim st,
kim sot v iu hnh hot ng ca cp di.

Quan h chc nng:
L mi quan h tng tc gia cc phng ban trong
t chc ca mt ngn hng. y cc phng ban h tr, gip ln nhau trong hot
ng ca mnh v cc phng khc gip hot ng chung ca ngn hng c tin hnh
thun li hn.
22
2.2.2 Chc nng v nhim v ca cc phng ban
Chi nhnh c chc nng phc v v p ng cc nhu cu v tn dng, thanh
ton v cc dch v ngn hng vi doanh nghip, cc t chc kinh t Vit Nam, trong
c bit l phc v quan h thng mi gia doanh nghip hai nc Lo Vit.
Tin hnh cc hot ng kinh doanh trong khun kh cho php ca lut php
nc CHXHCN Vit Nam v trong phm quy cho php ca Hi ng qun tr ngn
hng lin doanh Lo Vit.
Hot ng ca ngn hng c hiu qu hay khng, khng ch ph thuc vo
phng thc kinh doanh ca ngn hng m cn ph thuc vo vic iu hnh, t chc,
sp xp nhim v v quyn hn ca tng b phn trong ngn hng. y chnh l
nhng nhn t v cng quan trng gp phn vo s i ln ca t chc. Bao gm:
Gim c:
Gim c l ngi ng u, chu trch nhim iu hnh chung v trc tip ch
o Ph gim c v cc phng ban: Vn phng, T in ton, phng Ngun vn v
Kinh doanh tin t, phng Qun l ri ro, phng Dch v khch hng, phng K ton.
Ph gim c
L ngi c s ch o ca Gim c chi nhnh chu trch nhim iu hnh
v qun l cng vic do Gim c phn cng v qun l phng Qun tr tn dng v
phng Quan h khch hng.
Cc phng ban
Phng Qun tr tn dng v phng Qun l ri ro:
Thng xuyn phn loi d n, phn tch n qu hn, phng nga ri ro, tm
nguyn nhn v xu hng khc phc.
Qun l ti sn n, ti sn c bng tin trong kinh doanh nhm khai thc, s
dng vn t hiu qu cao.
Thc hin s kt, tng kt, phn tch v nh gi tnh hnh thc hin k hoch
v kt qu kinh doanh nh k hng thng, hng nm. Thc hin ch bo co, thng
k theo quy nh v cc bo co t xut c lin quan n cc nghip v ca phng.
Thc hin lu tr h s, ti liu theo quy nh.
23
Phng Quan h khch hng:
Phn tch theo ngnh ngh kinh t, k thut, danh mc khch hng v la chn
bin php cho vay an ton, t hiu qu cao.
Thm nh v xut cho vay cc d n tn dng theo phn cp y quyn.
Thc hin thm nh cc d n, hon thin h s cp trn theo phn cp y quyn.
Vy phng Qun tr tn dng, Qun l ri ro v phng Quan h khch hng
chu trch nhim v mng tn dng ton ngn hng. Tham mu cho Ban lnh o
quyt nh, x l cc vn tn dng, ng thi kt hp vi cc trng phng khc
kim tra, gim st hot ng tn dng, giao dch ca ngn hng.
Phng K ton:
Thc hin cng tc hu kim i vi ton b hot ng ti chnh k ton ca
phng theo quy trnh lun chuyn v kim sot, lu tr, bo qun, bo mt cc loi
chng t, s sch k ton theo quy nh ca Nh nc.
Chu trch nhim v tnh chnh xc, kp thi, hp l, trung thc ca s liu k
ton, bo co ti chnh, m bo an ton ti sn, tin vn ca Ngn hng, khch hng.
T in ton:
Qun l mng, qun tr h thng phn quyn truy cp, kim sot theo quyt
nh ca Ngn hng. Qun l h thng my mc, thit b tin hc ca Ngn hng.
Chu trch nhim thng xuyn cng nh t xut cc nghip v ca ton Ngn
hng theo yu cu ca ban Gim c.
Kim tra cng tc chp hnh ni quy, quy ch ca chi nhnh, vic tun th
nghim tc mnh lnh ca chi nhnh ti cc phng chuyn mn, nghip v.
Thc hin nhim v kim ton, kim tra ni b ca chi nhnh. Kim tra, nh gi
v xc nhn tnh chnh xc ca bo co ti chnh hng thng, phi hp cc phng chc
nng thc hin cng tc quyt ton hng nm v kim ton ni b ti chi nhnh. T
chc lu tr h s qun l thng tin (thu nhp, x l, lu tr, phn tch, bo mt,).
Phng Ngun vn v Kinh doanh tin t:
L u mi xut, tham mu, gip Gim c xy dng chnh sch, bin php
pht trin cc nghip v ngn hng, phi ngn hng v pht trin sn phm huy ng vn.
24
Trc tip cn i ngun vn m bo c cu ln v qun l ngun vn hot
ng ca ton chi nhnh.
Vn phng:
Tham mu cho Gim c trong vic hnh thnh m hnh t chc b my, thnh
lp, st nhp, tch v gii th cc phng ban, hay n v trc thuc ca chi nhnh vi
quy m pht trin kinh doanh tng giai on.
Tham mu cho Gim c trong vic tuyn dng cn b, qun l cn b, spxp,
bc, min nhim, iu ng, nng bc hu tr, thm hi cn b ca chi nhnh theo
s phn cng v y quyn v cng tc t chc qun l cn b ca LVB.
Tham mu cho Gim c v k hoch lao ng, tin lng, tin thng v cng
tc thi ua trong ton chi nhnh.
Thc hin cng tc hnh chnh (vn th, in n, lu tr,), thc hin cng tc
hu cn cho c quan nh: qun l phng tin, ti sn, phn phi cc n phm, bo
ch, vn phng phm phc v cng tc hot ng kinh doanh, nghin cu hc tp n
Ban lnh o, cc phng ban tip tn, tip khch ti cc hi ngh, l, tt v gp g
khch hng ca chi nhnh.
Phng Dch v khch hng:
L phng thc hin y cc nghip v c bn ca ngn hng: huy ng vn,
gii ngn cho cc doanh nghip, ti tr tn dng va v nh, cc h kinh doanh c th,
qun l gi tin, kiu hi, dch v gi tin, chuyn tin,
2.3. Phn tch tnh hnh hot ng kinh doanh ti ngn hng lin doanh Lo
Vit chi nhnh TP.HCM
2.3.1 Kt qu hot ng kinh doanh
Bng 2.1: Bng thu nhp li thun qua cc nm
n v tnh: t ng
Nm
2010
2011
2012
Li nhun sau thu
32.5
37.6
46.2
Chnh lch tuyt i
3.9
5.1
8.6
13.64%
15.69%
22.87%
% chnh lch so vi nm trc
Ngun: Bo co kt qu hot ng kinh doanh
25
Biu 2.1: Biu thu nhp li thun qua cc nm
Da vo bng thu nhp li thun qua cc nm t 2009 n 2011, nhn chung

hot ng kinh doanh ca chi nhnh tng dn qua cc nm. C th:
Nm 2010 li nhun sau thu t 32.5 t ng, tng 13.64% tng ng 3.9 t
ng so vi nm 2009. Sau mt khong thi gian tri qua thi k suy thoi kinh t
trm trng, trong nm 2010 tnh hnh kinh t ca nc ta c nhng du hiu n nh
tr li. Vi tnh hnh pht trin chung ca c nc, hot ng kinh doanh ca chi
nhnh cng c nhng bc pht trin nht nh trn nhiu lnh vc.
Tnh hnh tng trng trong hot ng kinh doanh ca chi nhnh tip din cho
n nm 2011. C th, li nhun sau thu tng 5.1 t ng so vi nm 2010, t
c mc li nhun 37.6 t ng. Trong nm ny, tuy t nc cn chu p lc ca
tnh trng suy thoi kinh t ton cu, xong vi nhng chnh sch tin t nh nc p
dng, nn kinh t ca t nc c s tng trng kh ln. Nh nhng chnh sch
m nh nc ban hnh thc y cho hot ng kinh doanh ca chi nhnh t mc
hiu qu hn.
n nm 2012, trc sc p ca lm pht tng lm li sut ca ngn hng tng
cao nhng vi nhng chnh sch ca Ban lnh o chi nhnh bng cch a ra nhng
sn phm tn dng a dng, nng cao hot ng thu ht tin gi, nng cao cht lng
26
sn phm dch v, gp phn thc y li nhun sau thu ca chi nhnh tng cao,
t mc 46.2 t ng, tng 22.87% tng ng tng 8.6 t ng so vi nm trc.
Vi nhng kt qu t c trong nhng nm qua cho thy d mi thnh lp
trong thi gian khng lu nhng chi nhnh hot ng kh hiu qu. Tuy nhin, vi
nhng p lc cnh tranh ngy cng ln gia cc ngn hng hin nay yu cu Ban lnh
o chi nhnh khng c ch quan m phi ht sc thn trng trong tng chnh sch,
hot ng ca mnh chi nhnh ngy cng pht trin hn v c s tin cy ca
khch hng.
Nhc n li nhun trong hot ng kinh doanh ca mt ngn hng l chng ta
nhc n kt qu hot ng tn dng ca ngn hng .Bi l, li nhun m ngn hng t
c phn ln l t chnh lch li sut cho vay v huy ng ca chnh ngn hng . V
vy, sau y chng ta s cng tm hiu v hot ng tn dng ca ngn hng lin doanh
Lo Vit chi nhnh TP.HCM hiu r hn v s tng trng li nhun ny.
2.3.2 Kt qu hot ng tn dng ca LVB chi nhnh TP.HCM giai on 2010-2012
Bng 2.2: Kt qu hot ng tn dng ca LVB chi nhnh TP.HCM giai on
2010-2012
n v tnh: t ng
Nm
2010
2011
2012
Doanh thu cho vay
155.36
295.31
393.88
Chi ph cho vay
132.61
268.55
369.63
22.75
26.76
24.25
Li nhun cho vay
Ngun: Bo co kt qu hot ng kinh doanh
27
Biu 2.2 Biu kt qu hot ng cho vay ca LVB chi nhnh TP.HCM
Hot ng kinh doanh ca LVB chi nhnh TP.HCM t kt qu tng trng qua
cc nm va qua c s ng gp khng nh t hot ng cho vay bi y l hot ng
kinh doanh ch yu ca mt ngn hng.
Nhn chung doanh thu v chi ph cho vay ca chi nhnh tng trng qua tng
nm, c bit l nm 2011 vi tc tng kh cao ( trn 90%) cho thy hot ng cho
vay trong nm ny kh si ni. V vy li nhun cho vay trong nm t mc kh cao
so vi nm 2010, tng 15.7% tng ng tng 3.57 t ng, t mc 26.32 t. Bi y
l thi im nn kinh t ang dn hi phc sau mt thi gian b nh hng ca cuc
khng hong kinh t th gii, cc t chc kinh t, c nhn tch cc trong cc d n
hot ng kinh doanh ca mnh. V th h rt cn vn v tch cc tm n chi nhnh
vay vn. Bn cnh , mc chnh lch gia li sut huy ng vn v li sut cho vay
trong nm 2011 ca chi nhnh trung bnh khong 2% trong ngn hn v 3% trong
trung di hn nn mc li nhun t c trong thi im ny l kh cao.
n nm 2012 khi mc li sut cho vay chi nhnh a ra kh cao, cc khch
hng khng kh nng chi tr cho chi ph s dng vn ca mnh s hn ch i vay t
ngn hng. Chnh v vy doanh thu t hot ng cho vay tuy c tng nhng khng cao
so vi nm ngoi. Thay vo , li sut huy ng vn tng cao hn nm 2011 khuyn
khch cc khch hng gi tin vo chi nhnh. S tin huy ng nhiu nhng cho vay
28
khong c cao s lm tng chi ph cho vay lm li nhun cho vay nm 2012 ch t
mc 24.25 t ng, gim 7.86% so vi nm 2011
2.3.3 Phn tch tnh hnh d n
D n phn nh thc trng hot ng tn dng ca mt ngn hng ti mt thi
im nht nh.Mc d n ngn hn cng nh trung v di hn u ph thuc vo
mc huy ng vn ca ngn hng. Nu ngun vn huy ng tng th mc d n s
tng v ngc li. Bt c mt ngn hng no cng vy, hot ng tt th khng ch
nng cao doanh s cho vay m cn nng cao mc d n.
Bng 2.3: D n theo thi hn cho vay
n v tnh: t ng
2010
Ch tiu
D n
2011
%
D n
2012
%
D n
2011/2010
2012/2011
Tuyt Tng Tuyt Tng
i i(%) i i(%)
Ngn hn
779 68.82 936 70.06 1,057 69.08 157 20.15 121 12.93
Trung-di hn 353 31.18 400 29.94 473 30.92
47 13.31
73 18.25
Tng cng 1,132 100 1,336 100 1,530 100 204 18.02 194 14.52
Ngun: Bo co kt qu hot ng ca LVB chi nhnh TP.HCM
Biu 2.3 Biu d n theo thi hn cho vay
Qua bng s liu v biu , ta thy d n ngn hn trong c 3 nm 2010-2012

u chim t trng ln trn tng d n hng nm.iu ny cng l tt yu bi v
29
doanh s cho vay ngn hn trong thi gian ny u chim t trng ln trong tng
doanh s cho vay.
D n ngn hn trong nm 2010 t mc 779 t ng, chim 68.82% trong
tng d n nm ny. Nm 2011 t mc d n ngn hn l 936 t, tng 20.15%, tng
ng 157 t ng. Bc sang nm 2012 con s ny tip tc tng nhng vi tc thp
hn, ch tng 12.93%, tc tng 121 t t mc d n 1,057 t ng.
Tnh hnh d n trung v di hn cng c nhng kt qu kh kh quan. Trong
khi d n nm 2010 l 353 t ng th sang nm 2011, ch s tng 47 t t mc
400 t ng. n nm 2012, tc tng d n trung v di hn ln ti 18.25%, cao
hn c tc tng d n ngn hn. Vi tc tng nh vy, d n trung v di hn
trong nm 2012 t mc 473 t ng, tng 73 t so vi nm ngoi.
Nhn chung, hot ng tn dng ca nng hng lin doanh Lo Vit chi nhnh
TP.HCM vn tip tc pht trin kh tt vi d n ngy cng tng. c c kt qu
ny th ngoi s lnh o sng sut ca ban gim c, cc trng phng, ph phng,
phi k n s n lc ca cc cn b tn dng. H lm tt cng vic ca mnh.V
thi phc v ca nhn vin nh hng rt ln n vic to ngun vn cng nh s
dng vn ca ngn hng.T to thm uy tn cho ngn hng i vi khch hng.
2.3.4.Phn tch tnh hnh n qu hn
N qu hn, n kh i l nhng biu hin r nt ca cht lng tn dng. Khi
pht sinh n qu hn cng ng ngha vi khon vay ca ngn hng b ri ro. V
vy, ngn hng cn tm cc nguyn nhn pht sinh n qu hn ng thi tm ra cc gii
php hn ch n qu hn, nhm gim thiu ri ro cho ngn hng, cng ng ngha
vi nng cao hiu qu hot ng cho ngn hng.
Bng 2.4: Tnh hnh n qu hn
n v tnh: t ng
Ch tiu
2010
2011
2012
Tng d n
1,132
1,336
1,530
N qu hn
12.45
20.74
28.92
T l (%)
1.1%
1.55%
1.89%
Ngun: Bo co kt qu hot ng ca LVB
30
Biu 2.4 Biu tnh hnh n qu hn
Theo nhng s liu thu thp c, nhn chung t l n qu hn trn d n tng

dn theo thi gian t nm 2010 n nm 2012. Trong nm 2010 t l ny ch t mc
1.1%, mt con s kh an ton trong tnh hnh hu khng hong kinh t. Nhng n
nm 2011, con s ny ln n 1.55% v t l ny li tng cao hn trong nm 2012
vi mc 1.89%. C th l gii vn trn bi tc tng ca n qu hn nhanh hn so
vi tc tng ca tng d n qua tng nm. Mc d doanh s thu n ca chi nhnh
tng dn trong giai on 2010-2012 nhng s n thu c ch chim mt phn ln no
trong tng doanh s cho vay. Nh vy, vi s n cn li cha thu c trong nm
v gia hn di trong mt khong thi gian nht nh s dn chuyn qua cc nhm
n qu hn. Hn th na, y l giai on nn kinh t ca Vit Nam gp kh nhiu kh
khn, t bit trong nm 2012, nn tnh hnh hot ng kinh doanh ca cc ch th
trong nn kinh t chc chn b nh hng. Th nn vic mt s khch hng ca chi
nhnh tr n chm l vic kh trnh khi. Chnh v vy tnh hnh n qu hn ngy
cng tng ln. Tuy nhin, nh chng ta bit vi t l n xu ca chi nhnh thng k
c nh trn th con s ny vn cn nm trong mc an ton i vi tnh hnh n qu
hn ca mt ngn hng (di 2%).
31
Tnh hnh n qu hn ca chi nhnh ch nu ln mt cch tng qut v cht
lng tn dng ca ngn hng. lm r hn v kh nng thu hi n cng nh tnh
trng tr n ca khch hng, chng ta cn tm hiu k v tnh hnh n xu ca chi
nhnh.T chng ta mi c th a ra nhng bin php thch hp cho chnh sch thu
hi n ca ngn hng.
2.4. nh hng pht trin trong thi gian sp ti:
2.4.1 Mc tiu chung
To bc ph y mnh tng trng quy m, m bo gia tng th phn gn lin
vi chuyn dch c cu ngun vn v tn dng theo hng tng trng an ton, bn
vng v hiu qu.
t cng tc huy ng vn v pht trin dch v lm mc tiu hng u
Tch cc x l n xu, tn thu n hoch ton ngoi bng v li treo
2.4.2 Mt s ch tiu c th
2.4.2.1 Cng tc huy ng vn
Xy dng chnh sch chm sc khch hng, m bo duy tr n nh v tng
trng ngun vn
y mnh dch v bn l nhm thu ht khch hng m ti khon giao dch ti
chi nhnh
Thng xuyn duy tr chnh sch u i dnh cho i tng dn c gi tin tit
kim, kt hp cc chng trnh pht hnh giy t ca Hi s chnh tip tc tng
trng nn vn n nh, c bit tp trung hn cho huy ng vn trung, di hn.
Thc hin lin kt cc t chc/ nh cung cp sn phm vi vai tr trung gian
thanh ton nhm a dng i tng khch hng v gia tng mnh ti khon thanh ton
ti ngn hng.
2.4.2.2 Cng tc tn dng
y mnh pht trin khch hng xut khu to ngun ngoi t cho chi nhnh
u tin pht trin cc dch v c nhn c hiu qu kinh doanh cao, tng t trng
cho vay i vi cc doanh nghip va v nh.
a dng ha hot ng tn dng, tch cc trin khai cc dch v, sn phm phi
sinh nhm hn ch ri ro trong kinh doanh cng nh ri ro cho khch hng
32
Tip tc nng cao cht lng cht lng tn dng v tnh chuyn nghip cho
cn b khi quan h khch hng, m bo kh nng bn trn gi sn phm dch v n
tng i tng khch hng.
Tp trung pht trin ngun nhn lc khi QHKH ph hp vi qui m ca chi nhnh
Chuyn i c cu tn dng hp l, khng tp trung vo mt vi nghnh ngh
nht nh trnh ri ro mang tnh h thng do bin ng kh lng ca th trng.
2.4.2.3 Cng ngh thng tin v cc ng dng ca cng ngh thng tin vo cc
sn phm dch v
Nng cao h thng cng ngh thng tin, p ng nhu cu giao dch hng ngy
nhanh hn v cung cp dch v hin i cho khch hng. m bo tnh bo mt trong
qu trnh lm vic.
a vo vn hnh chng trnh mi tnh lng cho chi nhnh: b sung tin ch
tnh lng, qun l User v qun l Token.
2.4.2.4 Pht trin mng li
Tch cc m rng v pht trin cc knh phn phi mi (mng li ATM,
POS/EDC, Homebanking, Directbanking,) to tin ch gia tng cho khch hng v
gip khch hng d dng tip cn vi dch v ngn hng.
Nng cao quy m v cht lng kinh doanh ca h thng mng li, mnh c
v lng v cht nhm m rng a bn hot ng, tip cn khch hng tt hn y
mnh hot ng dch v ngn hng bn l.
2.4.2.5 Cng tc qung b thng hiu v xy dng vn ha
Qung co trn h thng mn hnh LCD t ti chung c, cao c VP, siu th v
bnh vin, y l nhng knh truyn thng qung co mi, chi ph hp l v hiu qu cao.
Qung co trn i truyn thanh FM. Nhm ng i tng khch hng mc
tiu: dn c v tng lp tri thc nh ngi i xe Taxi, xe t, xe But.
Thit lp cc chng trnh tng qu tri n khch hng v CBNV nhn dp cc
ngy l ln, ngy thnh lp nghnh, chi nhnh.
Ti tr cc chng trnh hot ng ca sinh vin ti cc trung tm vn ha ln
nh nh vn ha thanh nin TP.HCM, cc trng i hc.y l i tng khch
hng tim nng trong tng lai.
33
Xy dng vn ha ti LVB:
T chc cc lp hc nhm truyn t kin thc v tm quan trng ca vn
ha t chc cho ton b CBNV.
Tip tc xy dng v a vo hot ng nhng chng trnh mi, to ra
nhng nt ring cho vn ha t chc: th thao, vn nghnhm to s on kt v
tinh thn lm vic cho CBNV.
Tip tc duy tr truyn thng vn ha mc ng phc v mang bng tn.
2.4.2.6 Cng tc qun tr iu hnh v ngun nhn lc
C cu, sp xp li nhn s tp trung nhiu cho b phn trc tip kinh doanh
nht l khi quan h khch hng. Nng cao nng lc qun l, nng lc m phn, thit
lp quan h v trnh ngoi ng cho cn b qun l
TM TT CHNG 2
Chng 2 gii thiu v n v thc tp: Ngn hng lin doanh Lo- Vit, chi
nhnh TP.HCM. Vi cc thng tin nh lch s hnh thnh,pht trin, c cu t chc
chc nng v nhim v ca cc phng ban.
ng thi cng phn tch v trnh by kt qu hot ng kinh doanh ca LVB
vi cc thng tin nh li nhun, t l n qu hn, t l d n.
Chng 2 cng trnh v nhng nh hng pht trin ca LVB trong thi gian
sp ti.
34
CHNG 3: PHN TCH THC TRNG

3.1. nh gi thang o
3.1.1 nh gi thang o bng h s tin cy Cronbachs Alpha
H s Cronbachs Alpha l mt php kim nh thng k dng kim tra s
cht ch v tng quan gia cc bin quan st. Phng php ny cho php ngi phn
tch loi b nhng bin khng ph hp v hn ch cc bin rc trong mo hnh nghin
cu v nu khng chng ta khng th bit c chnh xc bin thin cng nh
li ca cc bin.
Bng 3.1 Reliability Statistics
Cronbach's
N of Items
Alpha
.861
28
Theo phng php ny, ch nhng bin c h s tng quan tng bin
(Corrected Item-Total Correlation) > 0,3 v c h s Cronbachs Alpha > 0,6, mi
c xem l chp nhn c v thch hp a vo phn tch nhng bc tip theo.
Cng theo nhiu nh nghin cu, nu Cronbachs Alpha t t 0,8 tr ln th thang o
lng l tt v mc tng quan s cng cao hn.
Kt qu phn tch thng k v h s Cronbachs Alpha nh sau:
3.1.1.1 Kim nh Cronbachs Alpha cho yu t S tin cy (TC):
Cronbach's Alpha N of Items
.749
35
Bng 3.3 Item-Total Statistics

Scale Mean if
Scale Variance if
Corrected Item-
Cronbach's Alpha if
Item Deleted
Item Deleted
Total Correlation
Item Deleted
TC1
23.7842
8.997
.583
.693
TC2
23.8849
8.697
.602
.687
TC3
23.7986
11.206
.069
.800
TC4
23.8561
8.617
.650
.677
TC5
23.9209
9.059
.524
.706
TC6
23.7986
8.003
.774
.644
TC7
23.7482
10.740
.154
.784
C 2 bin quan st c Correct Item- Total Correlation < 0.3 l TC3 v TC7, nn
s khng c a vo phn tch nhn t tip theo.
Sau khi loi b th ta c kt qu:

Cronbach's Alpha
N of Items
.873

Scale Mean if
Scale Variance if
Corrected Item-
Cronbach's Alpha if
Item Deleted
Item Deleted
Total Correlation
Item Deleted
TC1
15.7338
7.269
.599
.869
TC2
15.8345
6.545
.748
.834
TC4
15.8058
6.839
.693
.848
TC5
15.8705
7.099
.599
.870
TC6
15.7482
6.132
.870
.802
36
3.1.1.2 Kim nh Cronbachs Alpha cho yu t S p ng (DU)
Cronbach's Alpha
N of Items
.750

Scale Mean if
Scale Variance if
Corrected Item-
Cronbach's Alpha if
Item Deleted
Item Deleted
Total Correlation
Item Deleted
DU1
16.0432
4.491
.798
.599
DU2
16.1295
4.577
.669
.644
DU3
16.0432
6.781
.054
.850
DU4
16.1223
5.021
.542
.695
DU5
16.0935
4.839
.604
.671
Bin quan st DU3 c Correct Item- Total Correlation < 0.3 nn s khng
c a vo phn tch nhn t tip theo
Sau khi loi b DU3 ta c kt qu:
Cronbach's Alpha
N of Items
.850

Scale Mean if
Scale Variance if
Corrected Item-
Cronbach's Alpha if
Item Deleted
Item Deleted
Total Correlation
Item Deleted
DU1
11.9784
3.833
.822
.755
DU2
12.0647
3.771
.746
.784
DU4
12.0576
4.185
.611
.842
DU5
12.0288
4.231
.593
.849
37
3.1.1.3 Kim nh Cronbachs Alpha cho yu t Nng lc phc v (PV):
Cronbach's Alpha
N of Items
.675

Scale Mean if
Scale Variance if
Corrected Item-
Cronbach's Alpha if
Item Deleted
Item Deleted
Total Correlation
Item Deleted
PV1
13.8489
1.636
.722
.485
PV2
13.8705
1.954
.394
.641
PV3
13.8058
2.650
-.062
.817
PV4
13.8633
1.757
.609
.542
PV5
13.8777
1.731
.635
.529
Bin quan st PV3 c Corrected Item-Total Correlation < 0.3 nn khng a

vo phn tch nhn t tip theo.
Sauk hi loi PV3 th ta c kt qu:
Cronbach's Alpha
N of Items
.817

Scale Mean if
Scale Variance if
Corrected Item-
Cronbach's Alpha if
Item Deleted
Item Deleted
Total Correlation
Item Deleted
PV1
10.3381
1.428
.812
.686
PV2
10.3597
1.783
.419
.870
PV4
10.3525
1.549
.685
.748
PV5
10.3669
1.567
.670
.755
38
V bin quan st PV2 c Cronbach's Alpha if Item Deleted = 0.870 >
Cronbach's Alpha = 0.817 nn loi b bin PV2.
Sau khi loi b bin PV2 ta c kt qu:
Cronbach's Alpha
N of Items
.870

Scale Mean if
Scale Variance if
Corrected Item-
Cronbach's Alpha if
Item Deleted
Item Deleted
Total Correlation
Item Deleted
PV1
6.8921
.778
.853
.721
PV4
6.9065
.868
.714
.851
PV5
6.9209
.885
.693
.869
3.1.1.4 Kim nh Cronbachs Alpha cho yu t Chnh sch gi (GC):

Cronbach's Alpha
N of Items
.939

Scale Mean if
Scale Variance if
Corrected Item-
Cronbach's Alpha if
Item Deleted
Item Deleted
Total Correlation
Item Deleted
GC1
8.2086
2.123
.860
.922
GC2
8.2158
2.069
.850
.930
GC3
8.2086
2.021
.911
.882
C 3 bin quan st u tha mn iu kin nn thang o t tiu chun
39
3.1.1.5 Kim nh Cronbachs Alpha cho yu t phng tin hu hnh (PT):

Cronbach's Alpha
N of Items
.795

Scale Mean if
Scale Variance if
Item Deleted
Item Deleted
Corrected Item- Cronbach's Alpha

Total Correlation
if Item Deleted
PT1
11.9209
5.262
.839
.665
PT2
11.7986
5.916
.668
.727
PT3
11.8058
6.578
.466
.790
PT4
11.7698
7.121
.302
.838
PT5
11.6978
5.792
.652
.731
Bin quan st PT4 c Cronbach's Alpha if Item Deleted = 0.838 > Cronbach's
Alpha = 0.795 nn khng a PT4 vo phn tch tip theo.
Sau khi loi PT4 th ta c kt qu:
Cronbach's Alpha
N of Items
.838

Scale Mean if
Scale Variance if
Corrected Item-
Cronbach's Alpha if
Item Deleted
Item Deleted
Total Correlation
Item Deleted
PT1
8.9424
3.779
.830
.721
PT2
8.8201
4.366
.642
.808
PT3
8.8273
4.593
.555
.844
PT5
8.7194
4.145
.668
.797
40
Bin quan st PT3 c Cronbach's Alpha if Item Deleted = 0.844 > Cronbach's
Alpha = 0.838 nn loi PT3. Ta c kt qu:
Cronbach's Alpha
N of Items
.844

Scale Mean if
Scale Variance if
Corrected Item-
Cronbach's Alpha if
Item Deleted
Item Deleted
Total Correlation
Item Deleted
PT1
6.0000
2.058
.784
.709
PT2
5.8777
2.326
.679
.813
PT5
5.7770
2.218
.672
.821
3.1.2 Phn tch EFA

Phn tch nhn t (Exploratory Factor Analysis) l mt k thut phn tch nhm
thu nh v tm tt cc d liu rt c ch cho vic xc nh cc tp hp bin cn thit
cho vn nghin cu. Quan h gia cc nhm bin c lin quan qua li ln nhau
c xem xt di dng mt s cc nhn t c bn. Mi mt bin quan st s c
tnh mt t s gi l H s ti nhn t (Factor loading), h s ny cho ngi nghin
cu bit c mi bin o lng s thuc v nhn t no.
Trong phn tch nhn t, yu cu cn thit l h s KMO phi c gi tr ln
(thng thng l 0,5<KMO<1) th hin phn tch nhn t l thch hp, cn nu h s
KMO<0,5 th phn tch nhn t c kh nng khng thch hp vi cc d liu.
Kt qu phn tch:
Bng 3.23 KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy.
Approx. Chi-Square
Bartlett's Test of Sphericity
.858
2081.876
Df
153
Sig.
.000
41
Bng 3.24 Total Variance Explained
Initial Eigenvalues
Extraction Sums
Rotation Sums
of Squared Loadings
of Squared Loadings
Component
Total
% of
Cumulative
Variance
Total
% of
Cumulative
Variance
Total
% of
Cumulative
Variance
7.370
40.944
40.944 7.370
40.944
40.944 4.578
25.434
25.434
2.525
14.028
54.973 2.525
14.028
54.973 4.385
24.360
49.793
2.277
12.651
67.624 2.277
12.651
67.624 2.428
13.492
63.285
1.527
8.481
76.105 1.527
8.481
76.105 2.308
12.820
76.105
.683
3.793
79.898
.586
3.254
83.152
.500
2.775
85.927
.439
2.441
88.368
.433
2.404
90.772
10
.356
1.976
92.748
11
.306
1.702
94.450
12
.253
1.407
95.857
13
.193
1.072
96.929
14
.175
.975
97.904
15
.151
.839
98.743
16
.107
.593
99.336
17
.071
.392
99.728
18
.049
.272
100.000
Extraction Method: Principal Component Analysis.
42
Bng 3.25 Rotated Component Matrixa

Component
1
GC3
.897
GC1
.890
GC2
.865
DU1
.787
TC1
.771
DU4
.669
.508
DU2
.875
TC6
.874
TC2
.829
TC4
.790
TC5
.689
DU5
.568
PV1
.937
PV4
.863
PV5
.863
PT1
.908
PT2
.855
PT5
.850
Extraction Method: Principal Component Analysis.

Rotation Method: Varimax with Kaiser Normalization.
a. Rotation converged in 5 iterations.
Kim nh KMO and Bartletts Test trong phn tch nhn t khm ph EFA cho
thy h s KMO=0,858 (>0,5) tng i cao chng t phn tch nhn t khm ph
EFA thch hp s dng trong phn tch ny.
Thm vo phng sai trch l 76,105% (>50%), nn tha mn iu kin.
Kt qu phn tch trch c 4 nhm nhn t t 18 bin quan st v tt c cc bin
u c H s ti nhn t > 0,5, tha mn iu kin.
43
t tn cho cc nhm nhn t:
Bng 3.26 t tn nhm nhn t
Nhm
Tn
KNDU_Kh nng p ng
STC_S tin cy
PV_Nng lc phc v
PT_Phng tin hu hnh
3.1.3 Phn tch hi quy

Phn tch hi quy s xc nh mi quan h nhn qu gia bin ph thuc
(SHL_S hi lng) v cc bin c lp (KNDU_Kh nng p ng; STC_S tin cy;
PV_Nng lc phc vu; PT_Phng tin hu hnh). M hnh phn tch hi quy s m t
hnh thc ca mi quan h v qua gip ta d on c mc ca bin ph thuc
khi bit gi tr ca bin c lp. Kt qu phn tch:
3.1.3.1 Kim nh s ph hp ca m hnh
Kim nh F s dng trong phn tch phng sai l mt php kim nh gi
thuyt v ph hp ca m hnh hi quy tuyn tnh tng hp. Kim nh Fxem xt
mi lin h tuyn tnh gia bin ph thuc vi ton b tp hp ca cc bin c lp.
Bng 3.27 Model Summary
Model
R
.811a
R Square
Adjusted R Square
.658
Std. Error of the Estimate
.648
.29302
a. Predictors: (Constant), PT, PV, STC, KNDU

Adjusted R Square = 0,648 >0,5 l tng i nn m hnh ph hp vi d liu
th trng
Bng 3.28 ANOVAa
Model
Regression
Sum of Squares
df
Mean Square
22.120
5.530
1 Residual
11.505
134
.086
Total
33.626
138
F
64.407
Sig.
.000b
44
a. Dependent Variable: SHL

b. Predictors: (Constant), PT, PV, STC, KNDU
Nhn vo bng trn ta thy rng tr s thng k F c tnh t gi tr R2 ca m
hnh y khc 0, gi tr sig=0 cho thy m hnh hi quy tuyn tnh bi s dng l
ph hp vi tp d liu v cc bin u t tiu chun chp nhn.
3.1.3.2 Kt qu phn tch hi quy
Bng 3.29 Coefficientsa
Model
Unstandardized
Standardize
Coefficients
Sig.
Coefficients
B
(Constant)
Std. Error
-.299
.283
KNDU
.111
.051
STC
.379
PV
PT
Beta
-1.056
.293
.149
2.194
.030
.051
.507
7.482
.000
.267
.056
.241
4.733
.000
.345
.035
.500
9.832
.000
a. Dependent Variable: SHL

Kt qu phn tch cho thy:
Beta zero c Sig=0,293 > 0,05 nn khng chp nhn Beta zero tronn m hnh
hi quy.
Cc h s hi quy mang du dng th hin cc nhn t trong m hnh hi quy
trn nh hng t l thun n s hi lng ca khch hng, tc l c mi quan h ng
bin, cng chiu vi S hi lng ca khch hng.
Cc bin KNDU(sig=0,03), STC(sig=0,000), PV(sig=0,000), PT(sig=0,000)
u c gi tr sig<0,05 nn cc bin ny u t tiu chun chp nhn v m hnh s
dng l ph hp.
T bng phn tch hi quy ta rt ra c phng trnh hi quy:
SHL = 0,507STC + 0,5PT + 0.241PV + 0,149KNDU
45
3.1.3.3 Gii thch phng trnh hi quy
SHL = 0,507STC + 0,5PT + 0.241PV + 0,149KNDU
T phng trnh hi quy trn cho thy, S hi lng ca khch hng c quan h
tuyn tnh vi cc nhn t: STC_S tin cy (=0,507), PT_Phng tin hu hnh
(=0,5), PV_Nng lc phc v (=0,241), KNDU_Kh nng p ng (=0,149) v tt
c cc h s >0 cho thy cc bin c lp tc ng thun chiu vi SHL_S hi lng
ca khch hng, trong cng ln th s nh hng ca cc nhn t ln s hi lng
ca khch hng cng tng.
V vy Ngn hng lin doanh Lo Vit (LVB) phi khng ngng n lc, ci tin
hn na nhng nhn t ny (u tin h s ) nng cao s hi lng ca khch hng.
3.2 Biu v s hi lng ca cc nhn t
3.2.1 Biu v s hi lng ca cc nhm nhn t
Biu 3.1 Biu v s hi lng ca cc nhm nhn t
Hnh 3.1 Biu s hi lng ca cc nhm nhn t

4.5
4
4.06
3.95
3.45
3.5
2.94
3
2.5
2
1.5
1
0.5
Theo hnh 3.1 th trong cc nhm nhn t nh hng n s hi lng ca khch
hng0 th nhm nhn t KNDU_Kh nng p ng c khch hng nh gi cao vi

KNDU
STC
PV
im trung bnh l 4,06, tip n STC_S tin cy vi im trung bnh l 3,95. Nhm
nhn t PV_Nng lc phc v cng c khch hng nh gi kh cao vi im trung
bnh l 3,45. Nhm nhn t PT_Phng tin hu hnh mc trung bnh theo nh nh
gi ca khch hng, vi mc trung bnh l 2,94.
PT
46
3.2.2 nh gi KNDU_Kh nng p ng
Hnh 3.2 Biu s hi lng cc nhn t thnh phn KNDU_Kh nng p ng
Trong :
KNDU1: Ngn hng c chi ph giao dch hp l
KNDU2: Ngn hng c chnh sch gi linh hot
KNDU3: Ngn hng p dng mc li sut cnh tranh
KNDU4: Nhn vin tn dng Ngn hng phc v bn nhanh chng, ng hn
KNDU5: Ngn hng lun thc hin ng nhng g h gii thiu, cam kt
KNDU6: Nhn vin tn dng Ngn hng lun gii p tha ng, nhanh
chng nhng thc mc ca bn
Nhn chung khch hng nh gi cao cht lng dch v ca LVB
KNDU_kh nng p ng, im trung bnh cao v gn bng nhau tt c cc nhn t
thuc nhm ny, giao ng t 3,99 n 4,11. Trong c 3 nhn t c khch hng
nh gi cao nht l KNDU1, KNDU2 v KNDU3, s d c c iu ny l v LVB
lun theo di v cp nhp thng tin v chnh sch gi c, li sut v chi ph giao dch
p ng v tha mn ti a, chi ph ti thiu nht cho khch hng.
Nhng nhn t cn li KNDU1, KNDU2, KNDU3 cng c nh gi cao v
hin ti LVB s hu i ng nhn nhit tnh v cng theo di rt st qu trnh lm vic
ca nhn vin nn m bo s uy tn, ng hn trong qu trnh lm vic cng nh gii
47
p nhng thc mc ca khch hng. Cng vi l s uy tn ca Ngn hng, lun
thc hin ng nhng g cam kt, gii thiu.
Cn c duy tr v b sung hn na nu c kh nng c th p ng
tt hn na cho khch hng.
3.2.3 nh gi STC_s tin cy
Biu 3.3 Biu s hi lng cc nhn t thuc thnh phn STC_S tin cy
4.05
4.01
4
4
3.98
3.94
3.95
3.91
3.9
3.88
3.85
3.8
STC1
STC2
STC3
STC4
STC5
STC6
Trong :
STC1: Nhn vin tn dng Ngn hng lun nhit tnh gip bn hon thin
h s, th tc vay vn mt cch nhanh chng,y
STC2: H s, th tc tn dng ca Ngn hng n gin, d hiu
STC3: Khi bn c nhu cu v vay vn, Ngn hng lun sn sng h tr
STC4: Khi bn c thc mc, khiu ni, Ngn hng lun gii quyt tha ng
STC5: Kh nng thm nh khon vay ca Ngn hng rt tt
STC6: Nhn vin tn dng Ngn hng lun nhit tnh gip bn
Nhn chung khch hng nh gi cao cc thnh phn thuc nhm nhn t
STC_S tin cy ti LVB, im trung bnh c khch hng nh gi nm trong
khong t 3,88 n 4,01. Trong nhn t STC6, STC1 c khch hng nh gi
cao, iu ng ngha vi vic khch hng hi lng v s nhit tnh ca nhn vin.
iu ny cng lm thy c tinh thn lm vic ca nhn vin hin ti ca Ngn hng
48
l rt tt, h lun c s hng say, nhit huyt trong cng vic. S d nhn vin c c
ng lc lm vic hng say nh vy phn ln l nh vo cp trn truyn nhit
huyt, to tinh thn lm vic hng say cho nhn vin, thng qua cc bui giao lu v
thi u banh c s tham gia ca c lnh o cp trn v nhn vin cp di.
Ngn hng lun cp nhp thng xuyn cc biu mu, biu bng ca cc h s,
giy t c c s tin li, n gin nht trong cc h s khch hng cm thy
d dng hn trong qu trnh giao dch. Nn nhn t STC2 cng c nh gi cao.
Nhng nhn t cn li: STC3, STC4, STC5 ch c khch hng nh gi kh
cao nn cn ch trng hon thin hn na. c bit l th tc, kh nng thm nh cc
khon vay phi c mt quy trnh hp l hn na v nhn vin thm nh phi trau di
kinh nghim nhiu hn na tha mn tt hn na nhu cu khch hng.
3.2.4 nh gi PV_nng lc phc v
Hnh 3.4 Biu s hi lng cc nhn t thuc thnh phn PV_Nng lc phc v
3.475
3.47
3.465
3.46
3.455
3.45
3.445
3.44
3.435
3.43
3.425
3.47
3.45
3.44
PV1
PV2
PV3
Trong :
PV1: Nhn vin tn dng Ngn hng c trnh v tnh chuyn nghip cao
PV2: Nhn vin tn dng Ngn hng ngy cng to s tin tng i vi bn
PV3: Ngn hng c nhng sn phm tn dng p ng c yu cu ca bn
T im trung bnh ca nhn t PV1, PV2 c th thy rng: mc d nhn vin
ti LVB c tnh thn lm vic rt tt nhng trnh v tnh chuyn nghip cha c
khch hng nh gi cao nn cng cha th to s tin tng ni khch hng. Hin ti
i ng nhn vin ti LVB a s tui cn rt tr, giao ng trong khong 24 30
49
tui l nhiu, chnh v cn tr nn kinh nghim lm vic cha di do, nhng b li
tui tr li c tinh thn nhit huyt v hng say trong qu trnh lm vic.
Nhn t PV3 c khch hng nh gi cha cao, iu ny cng d hiu v
LVB l mt Ngn hng nh nn cha th c iu kin, nng lc c c nhng
sn phm tn dng a dng, tt hn nhng Ngn hng ln ti TP.HCM.
3.2.5 nh gi PT_phng tin hu hnh
Hnh 3.5 Biu s hi lng cc nhn t thuc thnh phn PT_Phng tin
hu hnh
3.1
3.05
3.05
3
2.95
2.95
2.9
2.85
2.83
2.8
2.75
2.7
PT1
PT2
PT3
Trong :
PT1: C s vt cht Ngn hng rt hin i
PT2: a im giao dch ca Ngn hng rt thun li cho bn giao dch
PT3: Nhn vin Ngn hng c trang phc p v rt n tng
Nhng nhn t thuc nhm nhn t PT_Phng tin hu hnh c khch hng
nh gi khng cao. y l mt nh gi c coi l hp l ca khch hng v hin ti
LVB ch c mt chi nhnh duy nht ti TP.HCM nhng c s vt cht cng khng
c trang b hin i nn s kh khn cho khch hng trong vic giao dch, c bit l
nhng khch hng cch xa khu vc Qun 1.
Yu t PV3 c nh gi vi im trung bnh l 3,05, gn vi mc trung bnh.
Hin ti trang phc ca nhn vin ti Ngn hng ch n gin l Nam mc o trng, qun
ty; N mc vy mu xanh, ging nh cng s ca nhiu ni khc nn cng ch n
gin l lch s v ng phong cch ch khng to c n tng nn khch hng.
50
TM TT CHNG 3
Chng 3 trnh by cc phng php phn tch d liu v kt qu nghin cu,
d liu thu thp c, kt qu kim nh cc thnh phn ca cht lng dch v v mi
quan h vi s tha mn ca khch hng.
Theo d liu nghin cu cho thy thang o cht lng dch v tn dng c 4
thnh phn l: KNDU_Kh nng p ng, STC_S tin cy, PV_Nng lc phc v v
PT_Phng tin hu hnh. SHL_S hi lng c quan h tuyn tnh vi cc nhn t
trn, v cc nhn t tc ng n SHL theo chiu thun.
ng thi chng 3 cng phn tch bng biu v s nh gi ca khch hng
i vi cc nhm nhn t v cc nhn t trong tng nhm nhn t.
51
CHNG 4: XUT GII PHP V K HOCH THC HIN

4.1 Gii php
SHL = 0,507STC + 0,5PT + 0.241PV + 0,149KNDU
Nhn vo phng trnh hi quy, ta c th thy 4 nhn t tc ng n s hi lng
ca khch hng vi cc mc khc nhau, khong chnh lch t 0,149 n 0,507.
4.1.1 STC_S tin cy
STC_S tin cy (= 0,507), tc ng mnh nht n s hi lng ca khch
hng, khi thm mt n v s tin cy tt s lm tng s hi lng ca khch hng ln
0,507 n v. Mc khc, hin ti yu t STC c khch hng nh gi ch mc kh
cao, ch cha c cao vi im trung bnh l 3,95. iu phn nh mt thc t l
khch hng cha thc s tin cy nhiu LVB, chi nhnh TP.HCM. Chnh v vy cn
phi c nhiu hn na nhng chnh sch hp l lm tng STC ca khch hng, t
lm tng ng k s hi lng cho khch hng.
4.1.1.1 Nng cao tinh thn lm vic hng say, nhit tnh
Trong cc nhn t thuc nhm nhn t STC, nhn t c khch hng nh gi
cao ti Ngn hng hin nay l tinh thn lm vic, s nhit tnh trong cung cch i x
v s sn sng gip khch hng gii quyt nhng th tc, h s, khiu ni khi
khch hng cn. Chnh. S d nhn vin c c ng lc lm vic hng say nh vy
phn ln l nh vo cp trn truyn nhit huyt, to tinh thn lm vic hng say cho
nhn vin, thng qua cc bui giao lu v thi u banh c s tham gia ca c lnh
o cp trn v nhn vin cp di.
Gii php a ra:
T chc nhiu hn na nhng hot ng trong cng ty: banh, giao lu vn
ngh, cc bui gp mt vo nhng ngy l, s kin c bit vi s tham gia ca y
cc thnh vin b phn tn dng t cp trn n cp di. l dp cc lnh o
c th gn gi, thn mt, to iu kin thun li truyn t cho nhn vin lng nhit
huyt v tinh thn lm vic hng say.
Thng xuyn t chc kho st kin khch hng v tinh thn, lng nhit
tnh ca nhn vin thng qua c c mt cc nhn chnh xc, thc t v thi
ca nhn vin tn dng khi lm vic vi khch hng. T a ra nhng hnh thc
52
khen thng v k lut hp l gip nhn vin nng cao hn s nhit tnh khi lm vic
vi khch hng.
Trong qu trnh tuyn dng phi c bit quan tm n thi nhn vin,
xem l mt trong nhng tiu ch hng u khi nh gi v la chn nhn vin. V
nu trnh v kinh nghim c nhng thi lm vic khng tt th chc chc hiu
qu cng vic khng cao.
Chnh sch thu ht ch yu l chnh sch i ng, b tr v to iu kin cho
ngi lao ng pht huy tt chuyn mn. Mnh dn p dng m hnh thu chuyn gia
nc ngoi trong lnh vc tn dng ngn hng vo lm vic ti ngn hng gp phn
nng cao tnh chuyn nghip v to iu kin cho nhng nhn vin khc hc hi c
nhng kinh nghim qu bu.
Ngn hng cng c khch hng nh gi cao v s n gin, d hiu trong
cc th tc, h s khi lm giao dch, lm vic trc tip vi khch hng. Chnh v vy
cn phi cp nhp mt cch thng xuyn cc biu mu, biu bng ca cc h s, giy
t c c s tin li, n gin nht trong cc h s khch hng cm thy d
dng hn trong qu trnh giao dch.
Bn cnh nhng nhn t m Ngn hng c khch hng nh gi cao nh
trn th cng tn ti nhng nhn t ch c khch hng nh gi mc kh cao, vi
im trung bnh nh hn 3,95. Nn cn phi ch trng nhiu hn na hon thin v
nng cao s tin cy ni khch hng. C th:
4.1.1.2 Nng cao s hiu qu trong vic thm nh cc khon vay
nng cao hn na cht lng v s hiu qu trong qu trnh thm nh
cc khon vay cho khch hng, iu c bn u tin l phi c i ng nhn vin thm
nh khon vay tt, c c nhng tnh ton, d on chnh xc ti sn th chp t
quyt nh chp nhn nhng khon vay thch hp nht cho khch hng. c c
i ng nhn vin thm nh c nhiu kinh nghim cn phi cn nhc la chn ngay t
khu u tin l tuyn dng, ng thi thng xuyn m cc lp o to cho nhn
vin thm nh v cho i hc nhng kha hc v thm nh gi bt ng sn, ng sn
nu cn thit.
53
Thng xuyn theo di, cp nhp thng tin v th trng c bit l th trng
bt ng sn, bit c s tng, gim(thay i) ca th trng, t d on d on
v thm nh chnh xc gi tr ti sn cn th chp. y l khu rt quan trng gip Ngn
hng trnh c nhng khon l khi c s thay i ca ti sn th chp.
Gii quyt nhng nhu cu ca khch hng v vay vn: phi c nhng chnh
sch hp l n nh ti chnh, m bo lun c ti chnh h tr, cho khch
hng vay khi cn thit. Hn ch nhng trng hp khch hng mun vay nhng Ngn
hng li khng m bo ti chnh cho vay, t lm mt i nhng khch hng
tim nng, nhng khch hng ny chuyn sang nhng Ngn hng khc, nhng vy s
kh hn cho chnh LVB, chi nhnh TP.HCM khi cnh tranh vi cc i th.
4.1.1.3
Nng cao s hiu qu trong vic gii quyt nhng thc mc, khiu ni ca
khch hng.
Mt trong nhng phn nn m khch hng phn nn nhiu v nhn vin
LVB, chi nhnh TP.HCM l s lung tng, chm chp trong qu trnh gii quyt nhng
thc mc, khiu ni ca khch hng. Nguyn nhn c xc nh c bn y l trnh
cn cha cao v kinh nghim cn cha nhiu. Cho nn nng cao trnh cho nhn
vin l mt trong nhng nhim v rt cn khng ch cho nhn vin tn dng ni ring
m l cho ton nhn vin trong Ngn hng. Gii php a ra:
Thng xuyn m cc lp o to trnh cho nhn vin tn dng ngay ti
Ngn hng theo nh k hoc theo t truyn t nhng kin thc ngoi nhng kin
thc c bn, trnh by nhng s c thc t nhn vin nm c v gii quyt mt
cch tha ng nhng thc mc ca khch hng khi c s c xy ra. Ging vin ging
dy c th l nhng ngi c kinh nghim trong lnh vc tn dng ngay ti cng ty:
trng phng, ph phng; hoc c th thu ngoi m bo cht lng cho nhng
bui hc. Vic o to nn c mc tiu, khng nn qu trn lan. Ch trng cht lng
cc kha o to phi a dng t cung cp kin thc nghip v n cung cch ng x
chuyn nghip, hin i, thc t hn, trnh l thuyt sung.
Cho nhng nhn vin tim nng i hc nhng lp nghip v v tn dng
nng cao trnh v thch nghi tt hn vi v tr cng vic ang lm, gip to ra s hiu
qu trong qu trnh lm vic: t tin gii quyt tha ng nhng yu cu ca khch hng.
54
C chnh sch nhn s r rang, thu ht ngi gii, ngi c ti, ngi c
nng lc v hot ng dch v Ngn hng t cc Ngn hng khc. Ch trng vo
ngun lc tr trong cc trng i hc trong v ngoi nc. V y l ngun lc s c
lng nhit huyt cao v c bit l nhng tng sng to trong cng vic, t mi
c th to ra nhng bc t ph, hiu qu bt ng trong cng vic.
Nn thi tuyn b nhim vo nhng v tr quan trng ca phng tn dng,
ng thi cn b c c vo v tr qun l phi c n pht trin v bo v c
n ny trc hi ng. T ngun lc ny cht lng qun l, qun tr kinh doanh
mi dn c nng cao, n nh on kt ni b, phng trnh cc hin tng chy
chc chy quyn, b nhim ngi khng c o c, khng c nng lc chuyn mn
v nng lc lnh o, thiu kinh nghim thc tinCh c nhng ngi lnh o c
y phm cht mi c th thu ht v o to ra i ng nhn vin c chuyn mn,
c nng lc thc tin, phc v khch hng tt nht trong nhiu hon cnh. iu ny
to nn mc tin tng ca khch hng i vi nhn vin Ngn hng cng nh gp
phn to ra cm gic an ton trong giao dch vi khch hng.
4.1.2 PT_Phng tin hu hnh
Tnh hu hnh ca c s vt cht ngy cng quan trng khi m ngy cng
nhiu cc ngn hng m them cc Chi nhnh, Phng giao dch hu ht cc khu vc
dn c, Qun , Huyn, Th trn, Th x, hin nay ngi gi tin c th d dng so snh
cc Chi nhnh, Phng giao dch ca cc ngn hng.
Theo phng trnh hi quy ca m hnh nghin cu rt ra, PT_Phng tin
hu hnh c h s Beeta chun ha (= 0,5) ng th hai sau S tin cy, chng t
Phng tin hu hnh cng nh hng nhiu, ng bin n s hi lng ca khch
hng. Khi thm mt n v Phng tin hu hnh s lm tng s hi lng ca khch
hng ln 0,5.
C th thy hn ch ca LVB_Chi nhnh TP.HCM hin nay l c s vt cht
cha hin i v mng li cho bao ph nhiu, ch c mt chi nhnh ti TP.HCM. V
yu t Phng tin hu hnh khng c khch hng nh gi cao vi im trung
bnh: 2,94, thp hn im trung bnh. Trong khi y l mt nhn t nh hng ln n
55
s hi lng ca khch hng, nn cn phi ch trng hn rt nhiu na nng cao s
hi lng ca khch hng. C th:
4.1.2.1 u t nng cp s s vt cht, trang thit b cho LVB chi nhnh ti TP.HCM.
Tp trung u t c s vt cht, trang thit b hin i nhm m bo yu t hu
hnh ti LVB_Chi nhnh TP.HCM i vi khch hng, bao gm:
B tr phng tin y : my in, my photo phi y trnh hin
tng dng chung qu nhiu trnh hin tng phi lu, m bo thi gian thc
hin tht nhanh chng. B tr thm bn gh ti phng tip khch, c bit l gh ngi
ch khch hng c ch ngi i khi s lng khch hng n giao dch nhiu.
B tr thm cc khay giy t trn bn nu cn thit, trnh hin tng giy t trn
bn ngn ngang khng trt t to cho khch hng cm gic b bn, khng ngn np
Nng cp tr s lm vic: thu mt bng mi hoc u t sa cha li tr s
v tr s hin ti c v din tch nh vy l nh so vi s lng nhn vin lm vic
v lng khch hng giao dch. Phng tn dng nn c b tr mt phng khc c
din tch ln hn v din tch hin ti hi cht chi so vi s lng nhn vin tn dng.
Bn gh hoc cc phng tin thng dng khc: my photo, fax, in sa cha li hoc
mua mi khi cng sut hot ng km.
Thit k phng tn dng ni ring v cc phng ban khc ni chung theo
phng php r rng, hp l nh 5S, to tnh thm m, s gn gang v hiu qu
cao trong qu trnh lm vic, gip tit kim thi gian trong qu trnh lm vic. ng
thi cng to mt thi quen lm vic khoa hc cho nhn vin.
4.1.2.2 Pht trin mng li phc v khch hng.
Hin ti, LVB ch c mt chi nhnh ti TP.HCM nn s kh khn trong qu
trnh giao dch, c bit l nhng khch hng xa Qun 3, nn cn tp trung m
rng thm chi nhnh TP.HCM v cc tnh thnh khc. Vic m rng thm mng
li hot ng nn m bo nhng yu cu:
Vic hnh thnh chi nhnh mi phi c th t u tin, trc nht l ti cc
ni gn khu dn c, th mi, trung tm thng mi, khu cng nghipv da trn
c s nghin cu k cc c im v x hi, dn c, mi trng kinh doanh v tnh
hnh cnh tranh vic m cc chi nhnh thc s c hiu qu.
56
Vic la chon a im m rng mng li hot ng phi ht sc ch trng n
s thun tin cho khch hng giao dch nh: s m bo an ninh tt, gn cc trc ng
giao thng, khu vc hot ng kinh doanh thun tin, c ch u xe cho khch hng
Nn xy dng bn mng li hot ng ca LVB, bn ny c thc
hin trn bn s, l coong c trc quan phc v cho cng tc iu hnh, ng
thi cng phc v cho khch hng. Bn c th a vo web ca LVB, c th in bn
kh ln dn ti cc a im giao dch ca LVB khch hng c th d nhn bit v
thun tin trong khi giao dch.
4.1.2.3 Trang phc p v n tng
Ngoi 2 yu t ca Phng tin hu hnh nh hng n s hi lng ca khch
hng l c s vt cht v mng li giao dch th cng c mt phn nhn t khc na
ca Phng tin hu hnh nh hng n s hi lng ca khch hng, l trang phc
ca nhn vin.
V c mt thc t l trang phc hin ti ca nhn vin ti LVB l rt bnh
thng, khng c g thc s n tng vi khch hng, nn im trung bnh ch mc
gn trung bnh: 3,05.
Nn thit k v to ra mt trang phc cng s mi ph hp hn v thm m
hn. Trang phc mi nn c thit k m bo:
S lch s, v y l mi trng Ngn hng i hi s kn o, gn gang nn
trang phc cng phi kn o, lch s.
To ra mt cm gic nng ng khi nhn vin mc vo khch hng cm
nhn c s nng ng, chuyn nghip ca cc nhn vin tn dng ti LVB.
To cm gic thoi mi, khng b g b.
4.1.3 PV_Nng lc phc v
Nhm nhn t phc v c h s Bta (=0,241) c tc ng tng i n s
hi lng ca khch hng, khi tng thm mt n v nng lc phc v tt s lm tng s
hi lng ca khch hng ln 0,241 n v. Hin ti PV_Nng lc phc v c khch
hng nh gi mc kh tt, vi im trung bnh l 3,45. V vy i hi cn phi nng
cao Nng lc phc v tt hn na gia tng s hi lng ca khch hng.
nng cao Nng lc phc v th 3 yu t quan trng cn c quan tm:
57
4.1.3.1 To phong cch chuyn nghip ca i ng nhn vin tn dng phc v khch hng.
i vi nhng nghnh dch v c i hi cao v tip xc khch hng nh
lnh vc ngn hng th trong qu trnh cung cp dch v n cho khch hng, s tng
tc gia nhn vin ngn hng vi khch hng s c nhng nh hng rt ln n cm
nhn cht lng dch v ca khch hng. nh gi v i ng nhn vin tn dng ca
LVB_Chi nhnh TP.HCM, khch hng c nhng n tng tng i tt v s nng
ng v s nhit tnh ca i ng CBNV nhng cha nh gi cao lm v phong cch
chuyn nghip trong cng vic. Do vy, LVB nn ch trng nhiu hn na n vic
o to v hnh thnh phong cch chuyn nghip ca i ng nhn vin phc v khch
hng nhm lm cho h hi lng hn khi s dng dch v.
thc hin tt iu ny cn phi:
Phi c nhng quy nh v quy tc ng x, giao tip khch hng ca cn b
nhn vin tn dng. nhn vin tn nh xem l nn tng c nhng ng x
khng lm pht khch hng, mang n s hi lng v tin tng nht ni khch hng.
Ngoi hnh cng l mt yu t quan trng gp phn to s chuyn nghip
cho nhn vin. Chnh v vy c mt i ng nhn vin c ngoi hnh p cn phi
ch trng n vic xem xt v tuyn chn nhn vin ngay t lc tuyn nhn s. Phi
c nhng quy nh r rng v c th v ngoi hnh: chiu cao, cn nng hn ch
trng hp tuyn dng theo linh cm, thiu s khoa hc.
ng thi nhn vin tn dng cng phi l nhng ngi bit din, trau chut
v ngoi hnh c nhn mt xu, khng nn qu xc xch v iu s lm mt hnh
tng ca ngn hng. Khi tuyn dng cn c nhng cu hi hoc bi test thng qua
nh gi c nhng phm cht ca nhn vin, t c s la chn ph hp nht.
Xy dng vn ha LVB lnh mnh, chuyn nghip. Ni m tt c mi ngi
u nhanh nhn, hot bt, nng ng v chuyn nghip. dn dn hnh thnh ni
nhn vin s quen lch s, chuyn nghip trong mi tnh hung.
Sn sng thay i, i mi tc phong giao dch nu thc s l mt tc
phong chuyn nghip hn, lch s hn v hp l hn. Ch c nh vy mi c c tc
phong chuyn nghip nht v mi khng b tt hu so vi xu th.
58
4.1.3.2 a dng ha v hon thin v cht lng ca cc sn phm tn dng nhm p
ng c ti a nhu cu ca khch hng.
LVB l ngn hng khng ln nh nhng ngn hng khc ti TP.HCM nh
Vietcombank, Agribank, BIDVnn nhng sn phm ca tn dng ca LVB cng
kh a dng nh nhng ngn hng khc. Nhng khong cch khng phi l
ln, nhng sn phm tn dng ca LVB cng c khch hng nh gi mc kh
cao vi im trung bnh l 3,44. M nhng sn phm tn dng chnh l mt trong
nhng tiu ch u tin m khch hng xem xt la chn khi quyt nh i vay hoc
gi tit kim. Chnh v vy LVB_Chi nhnh TP.HCM phi khng ngng phn u hn
na mang n cho khch hng nhng gi sn phm tt nht, gip LVB c gi c
nhng khch hng quen thuc. V quan trng hn c l c c nhng khch hng
mi, nhng khch hng mun tm nhng gi sn phm ph hp ch cha t nim tin
vo bt c ngn hng no.
c c nhng sn phm tn dng tt v cnh tranh vi cc i th, LVB
cn phi ch trng:
Nhng yu cu, mong mun ca ca khch hng. Khng ngng lng nghe v
tip thu phn hi t pha khch hng xem l nhng tiu ch thit k nhng sn
phm ph hp, p ng c s mong mun ca tt c khch hng. C th nhng
kin hin ti khng chnh xc nhng vn phi tip thu v lu li lm c s cho
nhng nghin cu, thit k sn phm tip theo. Phi ch rng dch v l phi hng
n tha mn ti a nhng mong mun ca khch hng, d ch l nhng mong
mun ca mt s lng t khch hng s dng dch v. Nhng sn phm mi c
thit k phi m bo cc yu t: s tha mn ca khch hng, nng lc hin ti ca
cng ty, mc kh quan ca sn phm khi a vo thc hin.
ng thi c sc cnh tranh vi nhng ngn hng khc v s a
dng trong cc sn phm tn dng, cn phi theo di v cp nhp nhng thng tin cn
thit v cc gi sn phm mi(nu c), c s thay i hoc to ra nhng sn phm
mi sc cnh tranh vi nhng sn phm mi ca i th. Ch c nh vy ngn hng
mi khng b tht li so vi nhng ngn hng khc vn mnh hn v nhiu mt.
59
Nhng sn phm tn dng mi khng nht thit l phi mi mt cch hon
ton, m chng ta cng c th kt hp mang n cho khch hng sn phm tn dng
mi t nhng sn phm c, min sao l sn phm ph hp v tha mn c nhng
mong mun ca khch hng l c. iu ny i hi i ng thit k sn phm tn
dng mi phi c nhng tng hay, v thng thng th i ng nhn vin tr s c
nhng tng tt hn, sng to hn.
4.1.3.3 To s tin tng cho khch hng vo nhn vin tn dng
Ngoi 2 yu t trn ca PV_Nng lc phc v, cn c mt yu t khc cng
nh hng n s hi lng ca khch hng l s tin tng ca khch hng vo nhn
vin. to c s tin tng ny, LVB cn phi thc hin tt:
C nhng quy nh r rng, c th v mc hnh pht i vi nhng nhn vin
c hnh vi vi vnh khch hng. V phi x l mt cch nghim khc ng theo quy
inh, tuyt i khng nhn nhng i vi nhng hnh vi ny, v y l hnh vi lm
tn hi trc tip ti danh d v uy tn ca ngn hng.
Nn duy tr mt tt vn ha ng gi trong ngn hng, v tr gi l mt hin
tng kh ph bin i vi lao ng Vit nam, v vy cn c thun ha li. Trong
cc cuc hp hoc cc cuc gp mt, tuyt i nn gi mt nt vn ha ng gi t
cp trn xung cp di to mt thi quen khng tr hn. V y l mt thi quen
tt gip nhn vin c c s chc chn trong qu trnh lm vic vi khch hng. T
to c nim tin ni khch hng, ni l phi lm v lm th phi ng nh
ha, cam kt.
4.1.4 KNDU_Kh nng p ng
KNDU_Kh nng p ng l nhm nhn t c khch hng nh gi cao ti
LVB_Chi nhnh TP.HCM vi im trung bnh v s hi lng l 4,06. Mc d nhm
nhn t Kh nng p ng c h s Bta nh hn cc nhm nhn t: S tin cy, Nng
lc phc v v Phng tin hu hnh, nhng cng c nhng nh hng nht nh n
s hi lng ca khch hng. Khi Kh nng p ng tng thm mt n v th S hi
lng s tng thm 0,149 n v (=0,149). Vi im trung bnh l 4,06 mc cao nn
LVB cn duy tr v pht huy tt hn na nhng chnh sch thuc nhm nhn t ny:
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chnh sch v gi, li sut, kh nng thc hin ng nh nhng g cam k, kh nng
phc v nhanh chng,ng hn
4.1.4.1 Chnh sch gi, mc li sut cnh tranh v chi ph giao dch hp l
Trong nhm nhn t Kh nng p ng c 3 nhn t c im trung bnh cao nht
l: chi ph giao dch hp l, gi c linh hot v mc li sut cnh tranh vi im trung
bnh sp s bng 4,1. Nhng yu t c khch hng nh gi cao nht ti ngn hng.
Trong xu th pht trin ca ngy nay, xu hng cnh tranh ngy cng khc lit
ca th trng ni chung v cc ngn hng ni ring, nn khch hng c nhiu s la
chn hn cho vic vay vn cng nh gi tit kim, v vy h tr nn rt nhy cm vi
yu t gi c, chi ph giao dch v li sut so vi trc y. i hi LVB phi khng
nhng thay i m bo tnh cnh tranh v li sut, chi ph giao dch, chnh sch gi
c ca khng nhng li sut cho vay m cn l li sut tit kim gi chn khch
hng c v thu ht khch hng mi thng qua cc gii php:
Thng xuyn cp nhp thng tin, lm tt cng tc d bo v s bin ng
ca th trng vn, li sut, tin hnh kho st v li sut huy ng v li sut cho vay,
mc ph giao dch ca cc ngn hng i th cnh tranh mt cch thng xuyn, lin
tc c th iu chnh linh ng v kp thi chnh sch gi c, li sut, chi ph giao
dch nhm m bo tnh cnh tranh v gi, li sut nhm cng c lng tin v mang li
s hi lng cho khch hng.
Vn dng linh hot chnh sch u i v li sut v chi ph giao dch cho nhng
khch hng VIP, khch hng c quan h tn dng lu nm, khch hng c uy tn, khch
hng c im xp hng tn dng cao, khch hng c lng tin gi hoc s d giao dch
trn ti khon ln, khch hng s dng nhiu dch v trn gi ca ngn hng.
Khi giao dch vi khch hng, LVB nn khuyn khch tnh ton li ch tng
th thu c t giao dch vi khch hng nh li vay t tn dng, ph thu c t thanh
ton, li ch thu c t mua bn ngoi t, s d tin gi trn ti khon thanh ton, s
d tin gi tit kim t xc nh mc li sut v mc gi dch v cnh tranh
cho tng i tng khch hng.
lm cc mc li sut cnh tranh v chi ph giao dch hp l th cng tc huy
ng vn c tc ng v cng quan trng, v c huy ng c nhiu ngun vn gi r
61
th mi cho vay c vi li sut thp m bo ngn hng hot ng c hiu qu.
t hiu qu cao trong cng tc huy ng vn, LVB_Chi nhnh TP.HCM cn phi
thc hin :
Li sut huy ng vn linh ng hn na theo nguyn tc iu chnh hng
ngy, hng tun. Cn cn i ngun vn hp l c chin lc di hn v pht trin
ngun vn. Trnh trng hp phn ng b ng, khi thy khch hng rt tin gi khi
ngn hng nhiu mi iu chnh tng li sut v thay i thi , chuyn t th
sang cu cnh khch hng. LVB cn phi thng xuyn thc hin kho st nm
bt li sut huy ng vn(li sut tit kim), li sut cho vay, nh gi, ph dch v ca
cc ngn hng thng mi khc kin ngh iu chnh ph dch v ca LVB mt cch
ph hp, cnh tranh, ng thi cc n v c lin quan n vic xy dng biu ph
dch v ti hi s chnh cng phi thng xuyn tin hnh cp nht thng tin bin
ng th trn, gi c giao dch iu chnh gi/ph dch v nhm cng c lng tin
ca khch hng v tnh cnh tranh ca Vietcombank v li sut v chi ph giao dch.
Mi a bn trn c nc c ngun khch hng tin gi khc nhau v quan
nim chn la ngn hng khc nhau. Min Bc, Min Trung i b phn gi tin
vn cn tin tng vo cc thng hiu quc doanh ln c mt trn a bn nhiu nm.
Tuy nhin khu vc TP.HCM v Min Nam ni chung, s ni ln ca cc Ngn Hng
Thng Mi c phn ln nh Chu, Si Gn Thng Tn, ng , Thng Mi C
Phn Si Gn lm gim th phn huy ng ca cc Ngn Hng Thng Mi c
phn nh nc nh Vietconbank rt nhiu trong cc nm qua. Chnh v vy, vic thay
i c ch iu chnh li sut huy ng cn c xy dng li ph hp lm tha mn
nhu cu ca khch hng vn lun lun thay i t mi c th duy tr v pht trin
ngun vn, to hiu qu kinh doanh n nhv tt hn. Nhng gii php nhm thu ht
s ch ca ngi gi tin nh x s trng thng, phiu mua hng, qu tng cho
khch hng trung thnh tuy rt n gin nhng nu trin khai ng lc, ng i
tng khch hng c tin gi ln, n nh v thc s trn trng, chn thnh n khch
hng s mang n hiu qu va nhanh va lu di.
V thu ph giao dch: Phn ng doanh nghip v cng chng Vit Nam cha
quen s dng cc dch v ngn hng, v th cc dch v thu ph nh: bo lnh ngn
62
hng, th thanh ton, cc dch v thanh ton khc(ngn hng cn tnh ton thu ph sao
cho hp vi kh nng thanh ton khuyn khch khch hng s dng).
Nhng dch v mi cn min ph ban u khch hng th nghim, lm quen,
thu ht s ch ca khch hng-thi gian ny xut ti thiu 6 thng. Sau mc
ph s thu theo tin trnh tng dn, trnh gy s bt ng cho khch hng.
Vietcombank nn giao quyn ch ng hn na cho cc chi nhnh trong vic p
dng cc mc ph dch v linh hot i vi tng nhm i tng khch hng khc
nhau, p dng cho nhiu loi sn phm hn na. ng thi, cho cc chi nhnh t
quyt nh vic gim, min ph cho cc khch hng c bit ty theo chnh sch khch
hng ca chi nhnh, kh nng tip cn v mc cnh tranh trn a bn. Da vo
cc chi nhnh LVB s ch ng nh gi hiu qu tng th trong vic phc v khch
hng theo hng kt hp nhiu sn phm v gi sn phm dch v khc nhau ca
LVB, t ch ng pht huy tnh linh hot ca chnh sch gi: p dng cc mc ph
dch v khc nhau, thc hin min hoc gim ph giao dch i vi nhng khch hng
c s d tin gi ln, p dng li sut c bit hoc thc hin u i i vi nhng
khch hng ln, khch hng thng xuyn giao dch
4.1.4.2. Ngn hng lun thc hin ng nhng g gii thiu, cam kt
Khi gii thiu v Ngn hng ca mnh chc chn rng ai cng mun ni tt v
ngn hng ca mnh thng qua gii thiu v to hnh nh tt ni khch hng v
ngn hng ca mnh. V y l mt cng tc rt quan trng gip to cho ngn hng
nhng khch hng mi v gi chn c nhng khch hng c. C nhiu hnh thc
qung co trn bo ch, phng tin thng tin i chng v LVB v nhng quy nh,
chnh sch gn lin vi ngn hng; nhng thng tin ny i hi phi chnh xc v nim
trong kh nng thc hin ca ngn hng. Khng nn a nhng thng tin thiu chnh
xc, vt qu xa kh nng thc hin ca ngn hng ri khng thc hin ng nhng
g cam kt vi khch hng. Khi s lm mt uy tn ni khch hng.
V vy nn cn phi xem xt mt cch l lng nhng chnh sch, quy nh m
ngn hng chun b lp ra, liu rng c tnh kh thi cao hay khng, nu t kh thi th
nu b i v thay vo bng chnh sch mi trnh hin tng ni c nhng lm
khng c.
63
Lp ra mt k hoch qung co, qung b cho ngn hng thng qua nhng hnh
nh, t ng ngn gn nhng y ngha v mang li nhiu n tng cho khch hng.
4.2 Lp k hoch thc hin xut
xut: Cn b c c vo v tr qun l quan trng nh trng phng
hoc ph phng tn dng phi qua thi tuyn v c n pht trin, bo v c n
pht trin ny trc hi ng.
Hin ti vic tuyn dng vo nhng v tr quan trng ca phng tn dng trng
phng, ph phng ti LVB ang c thc hin theo c ch : y nhim, tc l da vo
s y nhim t gim c Ngn hng.
4.2.1 Mc tiu
Phng trnh cc hin tng chy chc chy quyn, b nhim ngi khng
c o c, khng c nng lc chuyn mn, thiu kinh nghim thc tin vo nhng v
tr quan trng, lm cho hiu qu cng vic khng cao v cng c th lm mt on kt
ni b.
Nhng ngi qun l c b nhim thng qua xt tuyn v thi tuyn ny s
m bo kh nng c v chuyn mn v qun l on kt ni b v a t chc
i ln.
Nhng ngi qun l vi n pht trin ring ca mnh c th a t chc
i theo mt hng t ph mi, hiu qu hn, hp l hn. Hn ch tnh trng t chc
(Phng tn dng) i theo mt li mn nh c m khng c mt bc t ph no, nh
vy s kh c kh nng vt qua c nhng Ngn hng khc vn d hn LVB v
nhiu mt.
4.2.2 K hoch thc hin
4.2.2.1 Lp ra Hi ng ban gim kho
c th nh gi v tuyn chn nhn vin vo nhng v tr lnh o quan
trng mt cch c hiu qu v khoa hc th cn lp ring mt Hi ng ban gim kho
c c s la chn chnh xc nht. Vai tr ca Hi ng ban gim kho l rt
quan trng, v h l nhng ngi trc tip nh gi v tuyn chn. Yu cu v quy
nh khi lp Hi ng ban gim kho:
64
u tin gim c phi lp mt vn bn bao gm cc cam kt, quy ch quy
nh r rng v Hi ng gim kho v vn bn ny phi c thng qua trong t chc
tt c mi nhn vin trong cng ty u bit, m bo tnh cng khai. Nhng iu
kin v quy nh v Hi ng ban gim kho :
o iu kin kinh nghim: c t nht 10 nm kinh nghim trong lnh vc tn
dng ngn hng.
o tng lm vic ti v tr ang tuyn (trng phng hoc ph phng) t
nht 5 nm v m bo hon thnh tt nhim v v c bit l khng vi phm hnh vi
v o c nh vi vnh khch hng, nhn hi l...
o Nu Hi ng ban gim kho vi phm ni quy tuyn chn nh nhn hi
l, bao che cho ng vin th phi c bin php ch ti r rng, trnh hin tng
Hi ng ban gim kho mun lm sao cng c, v cng kt qu khng b nhiu
ngi nghi ng.
o Hi ng ban gim kho phi l nhng ngi khng nhng c ti m cn
phi c o c tt, nn trong qu trnh tuyn chn ng vin vo Hi ng ban gim
kho phi cn nhc, xem xt tht k v tiu s lm vic v sinh sng, xem xt hnh
vi o c.
o Cc thnh vin trong Hi ng ban gim kho c th l thu ngoi hoc
cc thnh vin thuc ban lnh o ca ngn hng.S lng thnh vin trong Hi ng
ban gim kho nm nn l 5 hoc 7 thnh vin, biu quyt c kt qu cui cng m
khng phi mt nhiu thi gian. Trnh hin tng kt qu bnh chn ngang nhau gia
cc thnh vin.
o Cc thnh vin trong Hi ng ban gim kho c th thay i nu pht
hin hnh vi vi phm quy ch hoc thnh vin khng nng lc.
Tin hnh tuyn chn cc thnh vin trong Hi ng ban gim kho thng
qua hnh thc xt tuyn h s v phng vn. u tin nhng thnh vin trong chnh
LVB v h s hiu r hn v thc t hin ti ti ngn hng nn s c c s la chn
hp l hn.
4.2.2.2 Lp ban t chc
Ban t chc l nhng b phn chu trch nhim v khu t chc, vi cc nhim v:
65
Thng bo thi gian v a im t chc thi tuyn, xt tuyn cho cc ng
vin bit.
Thu nhn h s, lp danh sch cc ng vin ng k sp xp lch cho tng
ng vin.
Thu nhn, lu li v cng b kt qu qua cc vng thi.
Lu li nhng d n pht trin ca cc ng vin
S lng thnh vin trong ban t chc khong 3 ngi l , trong cc thnh
vin phi l nhng ngi c kin thc tt v tin hc vn phng v phi t tin, nng
ng m nhim tt nhim v.
4.2.2.3 Thc hin tuyn chn cn b vo v tr qun l quan trng: trng phng,
ph phng
Nn t chc tuyn chn v tr lnh o theo nh k, c th l 2 nm mt ln.
Nu lnh o c v n pht trin c cn hp l th c th gi li, cn nu c c
s la chn tt hn th nn thay i.
Thi gian t chc thi nn t chc nh theo nh k v ng ngy nh k
lun, ch rng phi thng bo trc t nht l mt thng cc ng vin chun b.
T chc thi tuyn theo 3 vng thi:
o Vng 1 l vng a ra d n pht trin v bo v d n trc Hi
ng ban gim kho. Nhng ng vin c nguyn vng th np h s, ng k c
tham gia. Ban t chc s tip nhn h s v sp xp lch tham gia vng 1 cho cc ng
vin. S d tin hnh vng ny trc l pht huy ti a nhng tng ca cc ng
vin, c th ng vin khng c chn nhng tng ca ng vin li rt hay
th c th gi li, lm c s pht trin, trin khai tng. Nu tin hnh xt tuyn
v phng vn trc s loi i mt vi ng vin khng tham gia vng thi a ra d n
pht trin c, bit u y li l nhng ng vin c tng hay mc d h khng
nng lc. Nhng tng, d n pht trin s c ng vin a ra v c s chp
vn trc tip t Hi ng ban gim kho. Tt c cc d n s c ban t chc lu li
v xem xt mt cch k lng.
o Vng 2 l xt tuyn: Ban t chc s xt duyt h s ca cc ng vin,
da vo nhng tiu ch m Hi ng ban gim kho a ra.Phi c quy nh c th v
66
tiu ch ca vng nh: c t nht bao nhiu nm kinh nghim lm vic ti phng tn
dng ca LVB v mc hon thnh nhim v nh th no, hnh vi o c ra sao v
mc tn nhim ca cc ng nghip nh th no. ng thi Hi ng ban gim
kho cng phi xem xt da nhng thnh tch t c ti v tr m nhn.
o Vng 3 l thi tuyn: nhng ng vin iu kin ca vng 2 c
tip tc tham gia vo vng 3 l thi tuyn thng qua bi test trn giy v phng vn trc
tip. Bi test trn giy s bao gm nhng kin thc v chuyn mn v gii quyt tnh
hung thc t. Ch rng bi test phi c thit k mt cch k lng t Hi ng
ban gim kho, phi bao hm c hu nh ton b kin thc chuyn mn ca v tr
cn tuyn v phi c xt duyt nhiu ln trnh li cho bi test. Bi test c th bao
gm c trc nghim v t lun. Nhng cu hi gii quyt tnh hung thc t phi tht
st thc t khng nn qu sch v, ng thi phi phn nh c nng lc ca ng
vin c v chuyn mn ln nng lc qun l, v i vi nhng v tr lnh o qun
trng i hi phi c k nng rt quan trng l k nng qun l. Sau khi lm bi test
xong, nhng ng vin s tham gia phng vn di s phng vn ca Hi ng ban
gim kho. phn phng vn Hi ng ban gim kho s ch nhiu vo k nng:
giao tip, qun l, gii quyt xung t, qun l thi gian, lm vic nhm. Ngoi nhng
cu hi thc t s c nhng tnh hung thc t ng vin pht huy k nng ca mnh,
nh vy s chnh xc hn trong qu trnh tuyn chn.
Hi ng ban gim kho s cn nhc, xem xt li v cho im trng s cho
tng yu t: k nng, d n pht trin, nng lc chuyn mn, quan h vi ng
nghip cho im v a ra kt qu cui cng.
Ban t chc s cng b kt qu v ra mt ng vin c tuyn chn vi d n
pht trin s c thc hin sp ti cho tt c mi thnh vin b phn tn dng v ton b
ngn hng bit. V a ra thi gian nhm chc c th cho ng vin c tuyn chn.
4.3 Nhng hn ch ca ti v kin ngh cho nhng nghin cu tip theo
Nghin cu c mt s ng gp tch cc nht nh i vi cc ngn hng ni
chung v c th l LVB ni ring trong vic tm hiu cc nhn xt nh gi ca khch
hng v cht lng dch v tn dng cc nhn ca ngn hng, t xut cc gii
php gp phn nng cao cht lng dch v tn dng c nhn ti LVB.
67
Tuy nhin ti cng khng th trnh khi nhng hn ch nht nh v i
tng nghin cu: i tng l khch hng c nhn ca LVB nhng vic tin hnh thu
thp kin nh gi ca khch hng qua hnh thc ly mu ngu nhin vi 150, cn
li 139 mu hp l c th lm cho tnh i din ca kt qu nghin cu cha mang tnh
tng qut cao.
TM TT CHNG 4
Chng 4 ca ti m t y kt qu, ngha thit thc ca vic nghin
cu, t a ra cc gii php thch hp nng cao cht lng dch v tn dng ca
LVB nhm lm tng s hi lng ca khch hng, t lm tng s gn b, lng trung
thnh ca khch hng c v thu ht thm lng khch hng mi.
T nhng gii php a ra, ti lp k hoch c th thc hin xut :
Cn b c c vo v tr qun l quan trng nh trng phng hoc ph phng
tn dng phi qua thi tuyn v c n pht trin, bo v c n pht trin ny
trc hi ng.
ng thi chng 4 cng trnh by nhng hn ch cn tn ti ca ti.
68
KT LUN
Ngn hng lin doanh Lo Vit chi nhnh TP.HCM tuy ch mi c thnh lp
trong mt thi gian ngn nhng c s pht trin lin tc, c bit trong thi im
kinh t kh khan nh hin nay, nhng LVB vn t c kt qu kinh doanh tt v
ngy cng nhn c s tn nhim, tin cy t khch hng. Tuy nhin LVB_Chi nhnh
TP.HCM vn cn nhng ti ti, nhng hn ch m khch hng nh gi cha cao,
nn cn phi nhanh chng khc phc c th tha mn c ti a s hi lng ca
khch hng.
Hy vng vi nhng phn tch v nhng xut gii php, k hoch thc hin
c trnh by trong ti s gp phn tch cc vo s pht trin ca LVB_Chi nhnh
TP.HCM ni ring v h thng cc NHTM ni chung. LVB c th nng cao c
s hi lng ca khch hng, t gip LVB ngy cng pht trin hn na, ng gp
vo s pht trin chung ca h thng cc NHTM v ca nn kinh t nc nh.
69
TI LIU THAM KHO

1/ T Th Kiu An & ctg, 2010, Gio trnh Qun l cht lng.
2/ Nguyn nh Th v ctg, 2003, Lun vn tin s.
3/ L Hi Long, 2010, Lun vn thc s.
4/ Gio trnh nghip v Ngn hng thng mi _ i hc kinh t TP.HCM.
5/ Ti liu ni b ca Ngn hng lin doanh Lo Vit chi nhnh TP.HCM
6/ Website:
www.emeraldinsight.com
http://www.lao-vietbank.com/

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BO GIAO DUC VA AO TAO

TRNG AI HOC KINH TE TP. HO CH MINH

MT S GII PHP NNG CAO CHT

: Thi Bnh Dng

TP. HO CH MINH Nam 2013

SINH VIN THC HIN

Thi Bnh Dng

Kt qu phn tch tnh ph hp trong phn tch hi quy

Kt qu phn tch tnh ph hp trong phn tch hi quy (b)

Kt qu phn tch hi quy

Bng thu nhp li thun qua cc nm

Kt qu hot ng tn dng ca LVB chi nhnh TP.HCM giai on

D n theo thi hn cho vay

Kim nh Cronbachs Alpha cho yu t S tin cy (TC) ln 1

Kim nh Cronbachs Alpha cho yu t S tin cy (TC) ln 2

Kim nh Cronbachs Alpha cho yu t S p ng (DU) ln 1

Kim nh Cronbachs Alpha cho yu t S p ng (DU) ln 2

Kim nh Cronbachs Alpha cho yu t Nng lc phc v (PV) ln 1

Kim nh Cronbachs Alpha cho yu t Nng lc phc v (PV) ln 2

Kim nh Cronbachs Alpha cho yu t Nng lc phc v (PV) ln 3

Kim nh Cronbachs Alpha cho yu t Chnh sch gi (GC)

Kim nh Cronbachs Alpha cho yu t phng tin hu hnh (PT) ln 1

Kim nh Cronbachs Alpha cho yu t phng tin hu hnh (PT) ln 2

Kim nh Cronbachs Alpha cho yu t phng tin hu hnh (PT) ln 3

Phn tch EFA

Kt qu phn tch hi quy

M hnh nm khong cch cht lng dch v - Parasuraman.

M hnh nghin cu s hi lng ca khch hng

S t chc ca Ngn hng lin doanh Lo Vit chi nhnh

Biu s hi lng cc nhn t thnh phn KNDU_Kh nng p ng

Biu s hi lng cc nhn t thuc thnh phn PV_Nng lc phc v

Biu s hi lng cc nhn t thuc thnh phn PT_Phng tin

Biu thu nhp li thun qua cc nm

Biu kt qu hot ng cho vay ca LVB chi nhnh TP.HCM

Biu d n theo thi hn cho vay

Biu tnh hnh n qu hn

Biu v s hi lng ca cc nhm nhn t

Biu s hi lng cc nhn t thuc thnh phn STC_S tin cy

Qu trnh cung cp dch v xy ra

Cht lng dch v da vo phn

Qu trinh cung ng dch v v

qu trnh tiu th dch v xy ra

an ton, s hng dn,

thi phc v, khng

Khch hng tham gia vo qu

th th nghim, tin liu

nhu cu, mc tham gia

vic hnh thnh cht lng dch

ca khc hng, phn on

ch quan ca nhn vin,

Cht lng dch v khng ng

nht, khng n nh trong qu

khc bit ca khch

trnh cung ng n khch hng

Cht lng dch v ph thuc

Kh nng chun ha dch

i ng nhn vin cung

Cht lng dch v khng th da

Gii hn kh nng cung

Trong 5 khong cch, khong cch 5 chnh l mc tiu cn nghin cu v n

Std. Error of the Estimate

a Predictors: (Constant), PHH, SDC, SDU, NPV, CGC, STC

Nhn vo bng trn ta thy rng tr s thng k F c tnh t gi tr R2 ca m