Tuyn tp Bo co Hi ngh Sinh vin Nghin cu Khoa hc ln th 8 i hc Nng nm 2012

NH GI CHT LNG DCH V NGN HNG IN T I VI KHCH HNG C NHN TI NGN HNG TMCP CNG THNG VIT NAM CHI NHNH NNG
ASSESSING THE QUALITY OF E-BANKING SERVICE FOR INDIVIDUAL CUSTOMERS IN VIETINBANK DANANG BRANCH SVTH: H Dim Thun
Lp 34K07.2, Khoa Ti chnh - Ngn hng, Trng i hc Kinh t, i hc Nng

GVHD: TS. V Th Thy Anh

Khoa Ti chnh - Ngn hng, Trng i hc Kinh t, i hc Nng
TM TT Trong xu th hi nhp quc t nh hin nay, u t v pht trin dch v ngn hng in t l mt trong nhng bin php gia tng v th cnh tranh ca mt Ngn hng thng mi Vit Nam trn th trng. Vi mong mun em li s h nng cao nng lc cnh tranh ca ngn hng, ti i vo nghin cu cht lng dch v ngn hng in t, mi quan h gia cht lng dch v v s tha mn ca khch hng v n v a ra gii php nng cao cht lng dch v ngn hng. Cn c vo nhng c im ca dch v ngn hng in t v hai m hnh o lng cht lng dch v SERVPERF v GRONROOS c ng dng trong v ngoi nc, mt m hnh o lng cht lng dch v vi cc bin nghin cu chnh c thit lp cng vi cc gi thuyt nghin cu nhm nh gi cc thnh phn cht lng dch v ngn hng in t vi khch hng c nhn thng qua s hi lng ca khch hng ti VietinBank Nng. : , ABSTRACT Investment and development e-banking service, in the trend of international integration nowadays, are one of the measures to raising competitive position of a Vietnam commercial bank in the market. With the purpose of bringing satisfaction to customers and increasing banking competitive ability simultaneously, the subject has gone on to research the quality of e-banking service, the relationship between service quality and customers satisfaction and then propose solutions for enhancing the quality of e-banking service. Basing on the features of the e-banking service and two models of measuring service quality SERVPERF and GRONROOS applied in inside and outside the country, a model of measuring service quality was set up together with research hypothesis to assess the components of quality in e-banking service for individual customers via customerssatisfaction in Vietinbanks Danang branch. Key words: E-banking service, customerssatisfaction, banking competitive ability, SERVPERF model, GRONROOS model, individual customers, Vietinbanks Danang branch

1. M u 1.1. Mc tiu nghin cu - H thng ha cc m hnh o lng cht lng dch v.

Tuyn tp Bo co Hi ngh Sinh vin Nghin cu Khoa hc ln th 8 i hc Nng nm 2012

- Xy dng m hnh nghin cu mi quan h gia cht lng dch v ngn hng in t v s tha mn ca i tng khch hng c nhn theo hai m hnh cht lng dch v SERVPERF v m hnh Cht lng k thut/ Cht lng chc nng ph hp vi thc t ti NHTMCP Cng Thng Vit nam chi nhnh Nng. - o lng cht lng dch v ngn hng in t i vi khch hng c nhn thng qua s hi lng da trn m hnh xy dng c. - Phn tch thc trng cht lng dch v ngn hng in t v ra cc gii php v kin ngh nhm nng cao cht lng dch v ngn hng in t ti NHTMCP Cng Thng Vit Nam chi nhnh Nng. 1.2. L do la chn m hnh SERVPERF v GRONROOS M hnh SERVPERF c xy dng da trn m hnh SERVQUAL (Parasuraman v cng s, 1988). y l mt dng c o lng cht lng dch v tin cy v chnh xc (Parasuraman v cng s, 1988; 1991; 1993) v m hnh c s dng rng ri (Buttlr 1996; Robinson, 1999) nhng n loi b phn nh gi v s mong i v ch gi li phn nh gi v s cm nhn ca khch hng. - Trong khi s cm nhn c th nh ngha v o lng mt cch d dng da trn nim tin ca khch hng v nhng dch v h s dng, s mong i c th c hiu theo nhiu cch v v vy, c th c gii thch khc nhau i vi nhng tc gi v nhng nh nghin cu khc nhau (Dasholkar v cng s, 2000; Babakus v Boller, 1992; Teas, 1993). - Ngi c hi t ra bi ri khi tr li cu hi hai ln trn phin bn k vng v cm nhn ca SERVQUAL (Bouman v Van der Wiele, 1992). Do , o lng s mong i ca khch hng l rt kh khn. - Cc bng chng thc nghim ca Cronin v Taylor (1992) v Quester v Romaniuk (1997) khi thc hin cc nghin cu so snh gia m hnh SERVQUAL v SERVPERF u cho thy SERVPERF tt hn SERVQUAL. Ngoi m hnh SERVQUAL v SERVPERF, m hnh GRONROOS l m hnh o lng cht lng dch v cng c xem l kh ph bin (Arona & Stoner, 1996). - M hnh ny mc d cha c kim nh rng ri nh m hnh SERVQUAL, nhng n c c mt s nghin cu thc t nh o lng cht lng dch v trong lnh vc thit k kin trc (Baker & Lamb, 1993), k ton (Higgins & Ferguson, 1991), dch v giao bnh pizza (Allaway, 1993) (trch t Lassar & ctg, 2000), dch v ngn hng (Lassar & ctg, 2000), dch v th vin (Trn Xun Thu Hng, 2007), v.v Ngoi ra m hnh ny tng c s dng nh gi cht lng dch v ngn hng in t ti cc Ngn hng thng mi Vit Nam (Nguyn Th Phng Trm, Cht lng dch v ngn hng in t: So snh gia m hnh SERQUAL v m hnh GRONROOS, 2008). - M hnh o lng cht lng dch v ngn hng in t kh c th khi nh gi cht lng dch v da trn: nhng g c phc v, v d nh h thng my vi tnh ha,

Tuyn tp Bo co Hi ngh Sinh vin Nghin cu Khoa hc ln th 8 i hc Nng nm 2012

cc gii php k thut, cng ngh v chng c phc v nh th no, v d: thi , hnh vi ca nhn vin i vi khch hng, 1.3. Phng php tng hp, x l d liu D liu trong nghin cu c thu thp di dng bng cu hi theo phng php ly mu thun tin ngu nhin. Sau khi c m ha v lm sch, d liu tri qua cc khu phn tch nhn t khm ph EFA, kim tra h s tin cy Cronbachs Alpha, phn tch hi quy bi v thc hin cc kim nh T-test, phn tch ANOVA di s h tr ca phn mm SPSS 16.0. 1.4. Quy trnh nghin cu Quy trnh nghin cu thng qua hai bc nghin cu chnh: nghin cu nh tnh v nghin cu nh lng. Nghin cu nh tnh gm: thnh lp thang o nhp, iu chnh v b sung cc bin v thnh phn c thang o cho nghin cu chnh thc. Tip theo nghin cu nh lng: phn tch nhn t khm ph gp d liu, kim tra h s tin cy Cronbachs Alpha m bo tin cy ca thang o v phn tch hi quy bi xc nh thnh phn cht lng no c nh hng n s hi lng v mc nh hng ca thnh phn . Ngoi ra, nghin cu cng thc hin cc nghin cu ph nh gi s khc bit trong s nh gi cc thnh phn cht lng dch v gia cc nhm khch hng khc nhau. 2. Ni dung 2.1. Kt qu nghin cu 2.1.1. M hnh chnh thc trong o lng cht lng dch v ngn hng in t i vi khch hng c nhn ti VietinBank Nng Da trn c s l lun, m hnh o lng cht lng dch v ngn hng in t i vi khch hng c nhn s s dng li cc bin s c sn trong 2 m hnh SERVPERF (gm 5 thnh phn v 22 bin quan st) v GRONROOS (gm 2 thnh phn v 33 bin quan st) vi nn tng chnh l m hnh 5 thnh phn cht lng dch v SERVPERF, thang o nhp c hnh thnh. Sau qu trnh phng vn th nhm khch hng c nhn v hi kin chuyn gia, thang o nhp c iu chnh v b sung cc bin sao cho ph hp vi cc iu kin ni nghin cu. Thang o nghin cu gm 6 thnh phn, 33 bin nh gi cc thnh phn cht lng dch v. Quy trnh nghin cu c thc hin theo 1 nh sau:

Tuyn tp Bo co Hi ngh Sinh vin Nghin cu Khoa hc ln th 8 i hc Nng nm 2012

Chn m hnh n/cu

Thit k thang o nhp

Nghin cu s b

N/cu chnh thc - Chn mu - Trin khai iu tra - M ha bin

Thang o chnh thc (thit k bng cu hi)

- Phng vn th - Hi kin chuyn gia - iu chnh

nh gi s b thang o - M t mu - Phn tch nhn t khm ph - nh gi tin cy (Cronbachs Alpha) Phn tch hi quy tuyn tnh bi

Phn tch d liu

Thang o hon chnh

Kim nh mi quan h gia cc bin nh tnh phn loi v bin nh danh v nh gi cht lng dch v

o lng kt qu nghin cu Phn tch thc trng

Hm nghin cu
1. Quy trnh nghin cu

Nghin cu tin hnh nh gi thang o bng phng php phn tch nhn t khm ph xc nh cc thnh phn cht lng dch v da trn c s d liu thu thp c. Sau khi tri qua 9 ln phn tch nhn t khm ph, 8 yu t b loi b khi m hnh v 6 thnh phn c rt ra vi phng sai trch c l 61.628% ti mc Eigenvalue ln hn 1. Cc thnh phn v cc bin c a v kim tra h s tin cy Cronbachs Alpha nh gi tin cy ca thang o. Trong qu trnh ny, cc thnh phn u c h s Cronbachs Alpha ln hn 0.6, chng t y l mt thang o lng kh tt, khng c bin no b loi khi m hnh. Nh vy, cht lng dch v ngn hng in t i vi khch hng c nhn c thit lp gm c 6 thnh phn gm : Thnh phn S thu cm

Tuyn tp Bo co Hi ngh Sinh vin Nghin cu Khoa hc ln th 8 i hc Nng nm 2012

(gm c 6 bin), thnh phn Kh nng p ng khi cp dch v cho khch hng v s tin cy (gm 5 bin), thnh phn Cm nhn v gi c v phng tin vt cht (gm 4 bin), thnh phn Phng tin hu hnh v nng lc phc v (gm 4 bin), thnh phn Kh nng p ng trong qu trnh khch hng s dng dch v (gm 3 bin) v thnh phn S bo m (gm 3 bin). Sau , phn tch hi quy tuyn tnh bi ch r tt c 6 thnh phn u c s nh hng n s hi lng ca khch hng. Nh vy, cht lng dch v ngn hng in t i vi khch hng c nhn c o lng thng qua s hi lng gm 6 thnh phn. Trong thnh phn Kh nng p ng khi cp dch v cho khch hng v s tin cy c nh hng ln nht (36.3%). Hm hi quy tuyn tnh bi: HAILONG_NHT = 7.502E-18 + 0.204 THAUC + 0.363 DAPU1_TC + 0.167 GC_PTVC + 0.135 HH_NLPV + 0.080DAPU2 + 0.097 BAOD 2.1.2. Cc thng tin khch hng thu thp nhm xem xt c hay khng s khc bit gia nh gi cc thnh phn cht lng dch v gia cc nhm khch hng c phn bit theo cc bin phn loi.
Bng 1. ( mc ngha 5%)

Levene test T- test ANOVA ANOVA ANOVA ANOVA hng . 0.417 0.311 0.240 0.059 0.518

Sig 0.758 0.213 0.216 0.013 0.027

Kt qu t bng 1 cho thy vic nh gi cc thnh phn cht lng dch v ngn

2.1.3. o lng im cht lng dch v ngn hng in t i vi khch hng c nhn ti VietinBank Nng Cht lng dch v ngn hng in t i vi khch hng c nhn c o lng da vo im trung bnh nh gi ca khch hng i vi mi bin v thnh phn. Gi tr trung bnh ca cc bin v cc thnh phn c m t trong 2 bng 2 v 3 nh sau:

Tuyn tp Bo co Hi ngh Sinh vin Nghin cu Khoa hc ln th 8 i hc Nng nm 2012

Bng 2. Gi tr trung bnh ca cc thnh phn cht lng dch v

STT 1 2 3 4 5 6

Thnh phn S thu cm Kh nng p ng khi cp dch v cho khch hng v s tin cy Cm nhn v gi c v phng tin vt cht Phng tin hu hnh v nng lc phc v Kh nng p ng trong qu trnh khch hng s dng dch v S bo m

im TB CLDV 3.26 3.68 3.46 3.65 3.58 3.58

lch chun 0.05104 0.04458 0.0445 0.04447 0.04822 0.04408

Gi tr nh nht 1.17 1.40 1.00 1.5 1.33 1.67

Gi tr ln nht 5.00 5.00 5.00 5.00 5.00 5.00

im TB CLDV 3.41 3.25 3.28 3.34 3.17 3.13

Bng 3. im trung bnh ca cc bin

Thnh phn

Cc bin Nhn vin ch ng thng bo vi khch hng khi ngn hng c thay i mc gi v ph

S thu cm

Nhn vin lun th hin s quan tm c nhn i vi khch hng Nhn vin giao dch vi khch hng chu o, nhit tnh h tr khch hng c c li ch tt nht Nhn vin ngn hng lun lch s, tn trng v nim n vi khch hng Ngn hng c cc chng trnh th hin s quan tm n khch hng (c chng trnh khuyn mi,nhn tin chc mng, tng qu vo nhng ngy l, ngy c bit)

Kh nng p ng khi cp dch v cho khch hng v s tin cy

Dch v e-banking c ngn hng cung ng n khch hng mt cch nhanh chng, chnh xc Nhn vin ngn hng lun tn tnh hng dn khch hng ng k v s dng dch v e-banking Th tc ng k s dng dch v e-banking n gin, nhanh chng Tn ng nhp v password, s ti khon, s d ti khon v cc thng tin khc ca khch hng c ngn hng bo mt Khch hng cm thy tin tng vo uy tn ca ngn hng Cc phng tin vt cht trong hot ng dch v ngn hng in t rt hp dn (trang webste ca ngn hng v cc thit b d dng tip cn khi thc hin giao dch in t) Ngn hng b tr phng tin vt cht thun tin cho vic giao dch in t

3.5 3.51 3.67 3.67 3.74 3.52 3.49

Cm nhn v gi c v phng tin vt cht

Tuyn tp Bo co Hi ngh Sinh vin Nghin cu Khoa hc ln th 8 i hc Nng nm 2012

Chi ph ng k ca cc dch v ngn hng in t cnh tranh Mc ph thng nin v ph s dng dch v ca ngn hng hp l Phng tin hu hnh v nng lc phc v Trang thit b ca ngn hng hin i (my tnh, camera, my ATM, ) C s vt cht ca ngn hng khng trang, tin nghi Khch hng cm thy an ton khi s dng dch v ca ngn hng Khch hng d dng tip cn c cc thng tin ca ngn hng Ngn hng lun sn sng p ng cc yu cu ca khch hng (v d: kim tra s d ti khon, thng tin ti khon, cp li mt khu, kim tra giao dch vo mi thi im khch hng ngh)

3.4 3.43 3.64 3.7 3.72 3.57

Kh nng p ng trong qu trnh khch hng s dng dch v

3.66

S bo m

Ngn hng lun gi bo co kt qu cc giao dch e-banking v s d nhanh chng ,chnh xc Tc x l giao dch ca h thng t ng nhanh chng v hu nh khng c sai st Thc mc hoc khiu ni lun c ngn hng gii quyt tha ng Mng li ca ngn hng rng, tin li cho khch hng Nhn vin x l cng vic thnh tho v nhanh chng

3.62 3.45 3.66 3.61 3.52

Theo bng 2, khch hng c mc hi lng cao nht i vi cc yu t thuc bin Kh nng p ng khi cp dch v cho khch hng v s tin cy (3.68) v c mc hi lng thp nht i vi cc yu t thuc bin S thu cm (3.26) v Cm nhn v phng tin vt cht v gi c. Theo bng 3, trong thnh phn S thu cm khch hng cm thy khng hi lng cch thc phc v ca nhn vin ngn hng v s quan tm ca ngn hng ni chung v nhn vin ngn hng ni ring, y l hai yu t cn phi c ci thin ngay. i vi thnh phn Cm nhn v phng tin vt cht v gi c yu t b nh gi thp l yu t v cc mc gi v ph ca dch v ngn hng in t ca ngn hng, v yu t v phng tin vt cht cng khng c nh gi cao. i vi thnh phn Kh nng p ng trong qu trnh khch hng s dng dch v, khch hng cha hi lng lm v tc x l giao dch ca h thng t ng trong giao dch in t. Ba thnh phn S bo m, Phng tin hu hnh v nng lc phc v v Kh nng p ng khi cp dch v cho khch hng v s tin cy c khch hng nh gi kh tt. Hm nghin cu c rt ra t nhng kt qu nghin cu trn: cc yu t c nh hng mnh nht n s hi lng ca khch hng v cc yu t b nh gi thp nht l cc yu t cn c u tin ci thin trc nht trong iu kin thiu ngun lc nh hin nay.

Tuyn tp Bo co Hi ngh Sinh vin Nghin cu Khoa hc ln th 8 i hc Nng nm 2012

2.2. Cc kin ngh nhm nng cao cht lng dch v ngn hng in t i vi khch hng c nhn ti VietinBank Nng 2.2.1. Kin ngh gia tng S thu cm (1) Nng cao cht lng ngun nhn lc , hp l, c hiu qu. . , lm hi lng khch hng hn. . . . . - C nhn ha mi quan h n tng khch hng, yu cu nhn vin ghi nh khch hng. - T chc cc t khuyn mi, chng trnh x s, trng thng hay thc hin chnh sch min gim ph c phn bit i vi nhng khch hng thn thit. (1) m bo tnh cnh tranh v gi . - Ch trng vo mc tiu gia tng th phn v khch hng, khng nn t nng vn li nhun i vi dch v ngn hng in t. (2) Ci tin cc phng tin vt cht trong hot ng dch v ngn hng in t - Hon thin website ngn hng, thit k website ngn hng d s dng, thu ht s ch v khng gy ra s nhm chn. ng. 2.2.2. Kin ngh gia tng Cm nhn v phng tin vt cht v gi c . . .

Tuyn tp Bo co Hi ngh Sinh vin Nghin cu Khoa hc ln th 8 i hc Nng nm 2012

- Cch thc th hin cc dch v e-banking trn website phi c th hin sinh ng, trnh by tp trung v mc Dch v e-bank. 2.2.3. Kin ngh gia tng Kh nng p ng khi cp dch v cho khch hng v s tin cy (1) Nng cao cht lng cung ng dch v ngn hng in t n khch hng , xuyn sut, xy djng trnh t kim tra dch v gn lin vi cc bin php khc phc v phng nga sai . - Nghin cu v th nghim trong sut qu trnh thit k dch v nhm xc nh v loi b nhng sai st tim nng. - Thnh lp b phn m bo cht lng. (2) Hon thin quy trnh, th tc theo hng n gin ha, rt ngn thi gian giao dch v nng cao tnh chuyn nghip. - Cho php khch hng ng k dch v trc tuyn. - Khuyn khch nhn vin sp xp cng vic mang tnh khoa hc, thc hin ng cc quy trnh c quy nh. (3) Hin i ha cng ngh ngn hng, m bo an ta thng tin khch hng. ngh, h thng quan trng. - S . (4) Nng cao uy tn ca ngn hng - Cung ng dch v c cht lng, c tijn cy cho khch hng. - Tham gia vo cc hot ng trong x hi. 3. Kt lun Nghin cu tng hp mt s nghin cu ca cc tc gi trong v ngoi nc, kt hp vi vic trao i vi cc chuyn gia trong lnh vc ngn hng, kim nh thang o hnh thnh thang o o lng cht lng dch v ngn hng in t i vi khch hng c nhn ti VietinBank Nng, ng thi gp phn b sung vo h thng l thuyt v o lng cht lng dch v ca cc ngn hng khc trn a bn. Nghin cu cn c tip tc trin khai thm i tng khch hng doanh nghip, trn mt mu rng hn cc nh gi v cht lng dch v ngn hng in t tr nn y hn. Ngoi ra nghin cu cng c th p dng kim nh thang o theo 5 yu cu ca Hair v cng s, 2009, l: (1) H s tin cy tng hp (Composite Reliability); (2) tng phng sai trch c (Variance Extracted); (3) tnh n hng (Unidimensionality; (4) gi tr hi t (Convergent Validity); v (5) gi tr phn bit (Discriminant Validity) v c hng nghin cu mi v .

Tuyn tp Bo co Hi ngh Sinh vin Nghin cu Khoa hc ln th 8 i hc Nng nm 2012

cht lng dch v nh cn xem xt cc yu t nh gi cht lng dch v khc ch khng ch l s hi lng ca khch hng c chin lc cht lng cho dch v hiu qu. TI LIU THAM KHO [1] [2] [3] Trng c Bo (2003), Ngn hng in t v cc phng tin giao dch thanh ton in t, Tp ch Tin hc Ngn hng, S 4 (58) 7/2003. Peter S.Rose (2001), Ngn hng thng mi, Qun tr Ngn hng thng mi, Nh xut bn Ti chnh. Nguyn Huy Phong & Phm Ngc Thy (2007), SERVQUAL hay SERVPERF mt nghin cu so snh trong ngnh siwwu th bn l ti Vit Nam, Tp ch pht trin KH&CN, tp 10. Hong Trng & Chu Nguyn Mng Ngc (2005), Phn tch d liu nghin cu vi SPSS, Nxb Thng K. Phm Th Thanh Tho, Hp nht o lng v thit lp ch s u tin ci tin cht lng dch v: Nghin cu ng dng trong lnh vc ngn hng, ti nghin cu khoa hc, Trng i hc Kinh T Nng, 2008. Nguyn Th Phng Trm, Cht lng dch v ngn hng in t: So snh gia m hnh SERQUAL v m hnh GRONROOS, Lun vn Thc S Kinh T, Trng i hc Kinh T TP H Ch Minh, 2008. Fogarty, G., Catts, R., & Forlin, C., Measuring Service Quality with SERVPERF, Journal of Outcome Measurement, 2000. Lotfollah Najjar; Ram R Bishu, Service Quality: A Case Study of a Bank, The Quality Management Journal; 2006;. Parasuraman, Zeithaml and Berry, A Conceptual Model of Service Quality and Its Implications for Future Research, Journal of Marketing; Vol.49 (Fall 1985).

[4] [5]

[6]

[7] [8] [9]

[10] Parasuraman, A., Zeithaml, V.A and Berry,L.L, SERVQUAL: a multi-item scale for measuring consumer perceptions of the service quality, Journal of Retailing; 1988

[11] Valarie A.Zeithaml, Leonard L.Berry, Parasuraman, The Behavioral Consequences

of Service Quality, Journal of Marketing; Vol 60 (April 1996).

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