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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
- 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,
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:
Nghin cu s b
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
Kim nh mi quan h gia cc bin nh tnh phn loi v bin nh danh v nh gi cht lng dch v
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
(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
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:
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
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)
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
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)
3.66
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
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.
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 . . .
- 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 .
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]
[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
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