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B GIO DC V O TO

TRNG I HC KINH T TP. HCM

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NGUYN TH PHNG TRM

CHT LNG DCH V NGN


HNG IN T: SO SNH GIA M
HNH SERVQUAL V GRONROOS

LUN VN THC S KINH T

TP. H CH MINH NM 2008

B GIO DC V O TO
TRNG I HC KINH T TP. HCM

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NGUYN TH PHNG TRM

CHT LNG DCH V NGN


HNG IN T: SO SNH GIA M
HNH SERVQUAL V GRONROOS
Chuyn ngnh: Qun tr kinh doanh
M s: 60.34.05

LUN VN THC S KINH T

NGI HNG DN KHOA HC:


PGS. TS NGUYN NH TH

TP. H CH MINH NM 2008

LI CM N
Trc tin, ti xin chn thnh gi li cm n n Qu Thy C trong khoa
Qun Tr Kinh Doanh ca trng i hc Kinh t Thnh ph H Ch Minh trang
b cho ti nhiu kin thc qu bu trong thi gian qua.
Ti xin chn thnh gi li cm n PGS. TS Nguyn nh Th, ngi hng
dn khoa hc ca lun vn, gip ti tip cn thc tin, pht hin ti v tn
tnh hng dn ti hon thnh lun vn ny.
Sau cng, ti xin chn thnh cm n n nhng ngi bn, nhng ng nghip
v ngi thn tn tnh h tr, gp v gip ti trong sut thi gian hc tp v
nghin cu.
Xin gi li cm n chn thnh n tt c mi ngi.
Tc gi: Nguyn Th Phng Trm

II

LI CAM OAN
Ti xin cam oan lun vn thc s Cht lng dch v ngn hng in t: So
snh gia m hnh SERVQUAL v GRONROOS l kt qu ca qu trnh hc tp,
nghin cu khoa hc c lp v nghim tc. Cc s liu trong lun vn c thu
thp t thc t c ngun gc r rng, ng tin cy, c x l trung thc v khch
quan
Tc gi: Nguyn Th Phng Trm

III

DANH MC CC BNG BIU


Bng 3.1: M ha cc thang o cht lng dch v ngn hng in t.
Bng 4.1: Mu phn b theo phn loi i tng phng vn.
Bng 4.2: H s Cronbach alpha ca cc thnh phn thang o theo m hnh
SERVQUAL.
Bng 4.3 : H s Cronbach alpha ca cc thnh phn thang o theo m hnh Cht
lng k thut/ Cht lng chc nng.
Bng 4.4 : H s Cronbach alpha ca thnh phn thang s tha mn ca khch
hng.
Bng 4.5: Kt qu phn tch nhn t khm ph thang o cht lng dch v ngn
hng in t theo m hnh SERVQUAL ln 2.
Bng 4.6: Kt qu phn tch nhn t khm ph thang o cht lng dch v ngn
hng in t theo m hnh Cht lng k thut/ Cht lng chc nng ln 2.
Bng 4.7: Kt qu phn tch nhn t khm ph thang o s tha mn ca khch
hng.
Bng 4.8: Ma trn tng quan gia cc bin (M hnh SERVQUAL).
Bng 4.9: Thng k phn tch cc h s hi quy (M hnh SERVQUAL).
Bng 4.10: Cc thng s thng k ca tng bin trong phng trnh (M hnh
SERVQUAL).
Bng 4.11: Ma trn tng quan gia cc bin (M hnh Cht lng k thut/ Cht
lng chc nng).
Bng 4.12: Thng k phn tch cc h s hi quy (M hnh Cht lng k thut/
Cht lng chc nng).
Bng 4.13: Cc thng s thng k ca tng bin trong phng trnh (M hnh Cht
lng k thut/ Cht lng chc nng).
Bng 4.14: Thng k m t (M hnh Cht lng k thut/ Cht lng chc nng).
Bng 4.15: So snh kt qu nghin cu.

IV

DANH MC HNH V TH
CC HNH:
Hnh 2.1: M hnh cht lng dch v.
Hnh 2.2: Mi quan h gia cht lng dch v ngn hng in t v s tha mn
ca khch hng theo m hnh SERVQUAL.
Hnh 2.3: Mi quan h gia cht lng dch v ngn hng in t v s tha mn
ca khch hng theo m hnh Cht lng k thut/ Cht lng chc nng.
Hnh 2.4: M hnh mi quan h gia cht lng dch v ngn hng in t v s
tha mn ca khch hng.
Hnh 3.1: Quy trnh thc hin nghin cu
Hnh 4.1: M hnh mi quan h gia cht lng dch v ngn hng in t v s
tha mn ca khch hng - hiu chnh ln 1.
Hnh 4.2: M hnh mi quan h gia cht lng dch v ngn hng in t v s
tha mn ca khch hng - hiu chnh ln 2..

CC TH:
th 4.1: Gi tr trung bnh (mean) ca cc bin quan st thuc thnh phn cht
lng chc nng.
th 4.2: Gi tr trung bnh (mean) ca cc bin quan st thuc thnh phn cht
lng k thut

MC LC
Trang
Li cm n ................................................................................................................. I
Li cam oan.............................................................................................................II
Danh mc cc bng biu ..........................................................................................III
Danh mc cc hnh v th................................................................................... IV
Mc lc......................................................................................................................V
CHNG 1: TNG QUAN......................................................................................1
1.1. C s hnh thnh ti........................................................................................1
1.2. Mc tiu ti.....................................................................................................3
1.3. Phm vi v phng php nghin cu..................................................................3
1.4. ngha thc tin ca nghin cu .......................................................................4
1.5. Cu trc ca lun vn..........................................................................................4
CHNG 2: C S L LUN V M HNH NGHIN CU............................5
2.1. Gii thiu.............................................................................................................5
2.2. Dch v ................................................................................................................5
2.2.1. nh ngha dch v ...........................................................................................5
2.2.2. c im dch v .............................................................................................5
2.3. Tng quan v ngn hng in t v dch v ngn hng in t .........................7
2.3.1. nh ngha........................................................................................................7
2.3.2. Cc hnh thi pht trin ngn hng in t ......................................................7
2.3.3. Dch v ngn hng in t ...............................................................................9
2.3.4. Tnh hnh cung ng dch v ngn hng in t ti mt s ngn hng thng
mi trn a bn Thnh ph H Ch Minh .........................................................11
2.4. Cht lng dch v ............................................................................................17
2.4.1. M hnh SERVQUAL....................................................................................18
2.4.2. M hnh cht lng k thut/ cht lng chc nng .....................................22

VI

2.5. Mi quan h gia cht lng dch v v s tha mn ca khch hng ............22
2.5.1. Khi nim s tha mn ca khch hng.........................................................22
2.5.2. Mi quan h gia cht lng dch v v s tha mn ca khch hng .........23
2.6. M hnh nghin cu v thang o.......................................................................24
2.6.1. M hnh nghin cu .......................................................................................24
2.6.2. Cc thang o...................................................................................................28
2.7. Tm tt chng 2 ..............................................................................................31
CHNG 3: PHNG PHP NGHIN CU .....................................................32
3.1. Gii thiu...........................................................................................................32
3.2. Phng php nghin cu...................................................................................32
3.2.1. Nghin cu s b ...........................................................................................33
3.2.2. Nghin cu chnh thc (nghin cu nh lng) ...........................................34
3.3. Tm tt chng 3 ..............................................................................................38
CHNG 4: KT QU NGHIN CU................................................................39
4.1. M t mu .........................................................................................................39
4.2. nh gi thang o bng h s tin cy Cronbach alpha .....................................41
4.2.1. Kt qu phn tch thang o cht lng dch v theo m hnh SERVQUAL.41
4.2.2. Kt qu phn tch thang o cht lng dch v theo m hnh Cht lng k
thut/ Cht lng chc nng ..............................................................................42
4.2.3. Kt qu phn tch thang o s tha mn ........................................................44
4.3. nh gi thang o bng phn tch nhn t khm ph EFA ..............................44
4.3.1. Thang o cht lng dch v theo m hnh SERVQUAL .............................44
4.3.2. Thang o cht lng dch v theo m hnh Cht lng k thut/ Cht lng
chc nng ...........................................................................................................46
4.3.3. Thang o s tha mn ....................................................................................47
4.3.4. M hnh hiu chnh ln 1 ...............................................................................48
4.4. Kim nh m hnh nghin cu bng phn tch hi quy bi.............................49

VII

4.4.1. M hnh SERVQUAL....................................................................................49


4.4.2. M hnh Cht lng k thut/ Cht lng chc nng ...................................52
4.4.3. M hnh hiu chnh ln 2 ...............................................................................55
4.5. So snh gia m hnh SERVQUAL v m hnh Cht lng k thut/ Cht
lng chc nng.................................................................................................56
4.6. Gii thch s tha mn ca khch hng v cht lng dch v ngn hng in t
ca cc ngn hng thng mi trn a bn Thnh ph H Ch Minh ..............57
4.7. Nhn xt kt qu ca nghin cu ny vi cc kt qu nghin cu trc: ........60
4.8. Tm tt chng 4 ..............................................................................................61
CHNG 5: KT LUN .......................................................................................62
5.1. Kt lun .............................................................................................................62
5.2. Cc hn ch v kin ngh ..................................................................................63
TI LIU THAM KHO........................................................................................65
CC PH LC:
Ph lc 1: Tho lun nhm. ..................................................................................VIII
Ph lc 2: Bng cu hi phng vn........................................................................ XII
Ph lc 3: Phn tch tin cy Cronbach Alpha ...................................................XV
Ph lc 4: Phn tch nhn t khm ph EFA ....................................................... XXI
Ph lc 5: Phn tch hi quy tuyn tnh bi ....................................................XXXIV
Ph lc 6: Thng k m t ..............................................................................XXXIX

Chng 1: TNG QUAN


1.1.

C s hnh thnh ti:


S kin Vit Nam tr thnh thnh vin chnh thc ca WTO vo ngy

11/01/2007 m ra mt trang mi cho ngnh ngn hng Vit Nam, l cc ngn


hng thng mi Vit Nam hin nay phi lm th no nng cao tnh cnh tranh
v khai thc ti a cc c hi t th trng m mang li. ng trc thch thc ln
nht l vic gia tng p lc cnh tranh ngay trn th trng ni a khi Vit Nam
m ca hi nhp v nhu cu hay thay i ca khch hng, cc ngn hng thng
mi Vit Nam buc phi ng dng cng ngh ngn hng nhm p ng nhu cu
ngy cng a dng ca khch hng ti th trng Vit Nam v ngnh ngn hng
ngy cng hi nhp hn vi s pht trin ca ngnh ngn hng trong khu vc v
trn th gii.
Bng cch ng dng cng ngh ngn hng hin i, cc ngn hng thng mi
Vit Nam cho ra i mt phng thc cung ng sn phm v dch v mi, l
phng thc cung ng sn phm v dch v thng qua knh phn phi in t
thng c gi chung bng khi nim l "ngn hng in t". S ra i ca dch
v ngn hng in t lm thay i hon ton mi quan h gia khch hng v
ngn hng. l, trc y khch hng mun thc hin giao dch vi ngn hng th
phi n gp nhn vin ngn hng thc hin giao dch th nay vi s ra i ca
cc sn phm v dch v ngn hng in t, khch hng c th thc hin giao dch
vi ngn hng t xa.
Do vy, 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 trn th trng hin nay. Tht
vy, dch v ngn hng in t ngy cng tr nn mt phng tin rt thit yu
ngn hng cung cp sn phm v dch v ngn hng (Amato-McCoy, 2005 trch t
Gonzalez & ctg, 2008). Bn cnh vic chy ua trong vic cung cp dch v ngn
hng in t, cc ngn hng thng mi Vit Nam cng tm cch cung cp dch
v ngn hng in t sao cho t cht lng v sao cho khch hng tha mn v
cht lng dch v.

T nhng thc t ny, nh gi cht lng dch v ngn hng in t, nghin


cu mi quan h gia cht lng dch v v s tha mn ca khch hng v cht
lng dch v ngn hng in t l vic lm rt c ngha nhm nng cao cht
lng dch v ngn hng in t trong thi gian ti.
Nm c tm quan trng ca cht lng dch v, cc nh nghin cu trn th
gii thc hin nhiu nghin cu v cht lng dch v. Parasuraman & ctg
(1985) khi dng nghin cu v cht lng dch v v c nhiu nh nghin
cu cho l kh ton din (Svensson 2002). Hin nay, hai m hnh cht lng dch
v ph bin v thng dng nht trn th gii l m hnh SERVQUAL (Parasuraman
& ctg 1988) v m hnh Cht lng k thut/ Cht lng chc nng (Gronross,
1983, 1990). o lng cht lng, Parasuraman & ctg a ra thang o gm
nm thnh phn, l tin cy, p ng, ng cm, nng lc phc v v phng tin
hu hnh. Cn Gronroos th cho rng cht lng dch v c xem xt da trn hai
tiu ch, l cht lng k thut v cht lng chc nng.
c nhiu nghin cu ng dng m hnh SERVQUAL v m hnh Cht
lng k thut/ Cht lng chc nng nh gi cht lng dch v thuc cc lnh
vc khc nhau. Tuy nhin, li c rt t nghin cu so snh gia hai m hnh cht
lng ny vi nhau. Lassar & ctg (2000) thc hin nghin cu v s tha mn v
cm nhn cht lng dch v ngn hng ca cc ngn hng t nhn ti M bng
cch so snh hai m hnh cht lng trn. Kt qu nghin cu cho thy m hnh
cht lng ca Gronroos nh gi cht lng dch v tt hn m hnh
SERVQUAL. Trn Xun Thu Hng (2007) nghin cu mi quan h gia cht
lng dch v th vin i hc v s tha mn ca sinh vin bng cch so snh hai
m hnh cht lng ny v kt lun rng m hnh SERVQUAL o lng tt hn.
Vi ti Cht lng dch v ngn hng in t: so snh gia m hnh
SERVQUAL v GRONROOS , tc gi s dng hai m hnh nh gi cht lng
dch v ph bin nht l m hnh SERVQUAL (Parasuraman et al., 1988) v m
hnh Cht lng k thut/ Cht lng chc nng (Gronroos, 1983, 1990) nh
gi cc thnh phn nh hng n cht lng dch v ngn hng in t, nghin cu

mi quan h gia cht lng dch v ngn hng in t v s tha mn ca khch


hng, ng thi so snh gia hai m hnh cht lng xem m hnh no nh gi
cht lng dch v ngn hng in t ti Vit Nam tt hn.
1.2.

Mc tiu ti:
ti nghin cu c thc hin vi mc tiu:
-

Xy dng m hnh nghin cu mi quan h gia cht lng dch v ngn


hng in t v s tha mn ca khch hng theo hai m hnh cht lng
dch v SERVQUAL v m hnh Cht lng k thut/ Cht lng chc
nng.

iu chnh thang o cc thnh phn cht lng dch v theo m hnh


SERVQUAL v m hnh Cht lng k thut/ Cht lng chc nng sao
cho ph hp vi dch v ngn hng in t.

Kim nh m hnh gi thuyt v xc nh cc thnh phn tc ng n s


tha mn ca khch hng v cht lng dch v ngn hng in t theo
tng m hnh cht lng dch v.

So snh kt qu gia hai m hnh cht lng dch v SERVQUAL v m


hnh Cht lng k thut/ Cht lng chc nng.

1.3.

Phm vi v phng php nghin cu:


i tng nghin cu l nhm khch hng c nhn ang s dng dch v ngn

hng in t ca cc ngn hng thng mi trn a bn Thnh ph H Ch Minh.


Phm vi nghin cu l cc ngn hng thng mi ang cung cp dch v ngn
hng in t trn a bn thnh ph H Ch Minh.
Quy trnh thc hin nghin cu (Hnh 3.1) cho thy nghin cu ny c thc
hin thng qua hai bc chnh: nghin cu s b s dng phng php nh tnh v
nghin cu chnh thc s dng phng php nh lng.
Nghin cu s b c thc hin bng phng php nghin cu nh tnh vi
k thut tho lun nhm v phng vn th. Mc ch ca nghin cu ny dng
iu chnh v b sung thang o cht lng dch v ngn hng in t.

Nghin cu chnh thc c thc hin bng phng php nghin cu nh


lng. K thut phng vn trc din v phng vn thng qua mng Internet c s
dng thu thp thng tin t khch hng s dng dch v ngn hng in t ca cc
ngn hng thng mi trn a bn Thnh ph H Ch Minh.
Thng tin thu thp c s c x l bng phn mm SPSS 11.5. Thang o
sau khi c nh gi bng phng php h s tin cy Cronbach alpha v phn tch
nhn t khm ph EFA, phn tch hi quy bi c s dng kim nh m hnh
nghin cu.
1.4.

ngha thc tin ca nghin cu:


ti ny c ngha thc tin v nghin cu v pht trin dch v ngn hng

in t nh sau:
-

Gip cc nh qun l v kinh doanh dch v ngn hng in t ti Vit


Nam nm bt c cc thnh phn tc ng n cht lng dch v v s
tha mn ca khch hng v cht lng dch v ngn hng in t ca cc
ngn hng thng mi trn a bn Thnh ph H Ch Minh.

Gip cc ngn hng tp trung tt hn trong vic hoch nh ci thin cht


lng dch v ngn hng in t v phn phi cc ngun lc, cng nh
kch thch nhn vin ci thin cht lng dch v tt hn.

Gip cc nh qun l bit kt hp hai m hnh v cht lng dch v nu


trn iu chnh thang o cht lng dch v trong tng iu kin, tng
mi trng v tng ngnh c th ti Vit Nam.

1.5.

Cu trc ca lun vn:


ti nghin cu c chia thnh nm chng vi ni dung c th nh sau:
Chng 1: Tng quan.
Chung 2: C s l lun v m hnh nghin cu.
Chng 3: Phng php nghin cu.
Chng 4: Kt qu nghin cu.
Chng 5: Kt lun.

Chng 2: C S L LUN V M HNH NGHIN CU


2.1.

Gii thiu:
Chng 1 trnh by tng quan v c s hnh thnh, mc tiu, phm vi,

phng php v ngha ca vic nghin cu. Chng 2 nhm h thng c s l


thuyt v dch v, tng quan v ngn hng in t v dch v ngn hng in t,
cht lng dch v v mi quan h gia cht lng dch v v s tha mn ca
khch hng. T nhng c s l thuyt ny, m hnh nghin cu c hnh thnh.
2.2.

Dch v:

2.2.1.

nh ngha dch v:

Dch v l mt khi nim ph bin nn c rt nhiu cch nh ngha v dch


v. Theo Zeithaml & Britner (2000), dch v l nhng hnh vi, qu trnh, cch thc
thc hin mt cng vic no nhm to gi tr s dng cho khch hng lm tha
mn nhu cu v mong i ca khch hng.
Theo Kotler & Armstrong (2004), dch v l nhng hot ng hay li ch m
doanh nghip c th cng hin cho khch hng nhm thit lp, cng c v m rng
nhng quan h v hp tc lu di vi khch hng.
2.2.2.

c im dch v:

Dch v l mt sn phm c bit, c nhiu c tnh khc vi cc loi hng ho


khc nh tnh v hnh, tnh khng ng nht, tnh khng th tch ri v tnh khng
th ct tr. Chnh nhng c im ny lm cho dch v tr nn kh nh lng v
khng th nhn dng bng mt thng c.
2.2.2.1.

Tnh v hnh:

Khng ging nh nhng sn phm vt cht, dch v khng th nhn thy c,


khng nm c, khng nghe thy c hay khng ngi thy c truc khi ngi
ta mua chng. gim bt mc khng chc chn, ngi mua s tm kim cc
du hiu hay bng chng v cht lng dch v. H s suy din v cht lng dch
v t a im, con ngi, trang thit b, ti liu, thng tin, biu tng v gi c m
h thy. Vi l do l v hnh nn cng ty cm thy kh khn trong vic nhn thc
nh th no v dch v v nh gi cht lng dch v (Robinson, 1999).

2.2.2.2.

Tnh khng ng nht:

c tnh ny cn gi l tnh khc bit ca dch v. Theo , vic thc hin dch
v thng khc nhau ty thuc vo cch thc phc v, nh cung cp dch v, ngi
phc v, thi gian thc hin, lnh vc phc v, i tng phc v v a im phc
v. c tnh ny th hin r nht i vi cc dch v bao hm sc lao ng cao.
Vic i hi cht lng ng nht t i ng nhn vin s rt kh m bo
(Caruana & Pitt, 1997). L do l nhng g cng ty d nh phc v th c th hon
ton khc vi nhng g m ngi tiu dng nhn c.
2.2.2.3.

Tnh khng th tch ri:

Tnh khng tch ri ca dch v th hin vic kh phn chia dch v thnh
hai giai on rch ri l giai on sn xut v giai on s dng. Dch v thng
c to ra v s dng ng thi. iu ny khng ng i vi hng ho vt cht
c sn xut ra nhp kho, phn phi thng qua nhiu nc trung gian mua bn, ri
sau mi c tiu dng. i vi sn phm hng ho, khch hng ch s dng sn
phm giai on cui cng, cn i vi dch v, khch hng ng hnh trong sut
hoc mt phn ca qu trnh to ra dch v.
i vi nhng dch v c hm lng lao ng cao, v d nh cht lng xy ra
trong qu trnh chuyn giao dch v th cht lng dch v th hin trong qu trnh
tng tc gia khch hng v nhn vin ca cng ty cung cp dch v (Svensson,
2002). i vi nhng dch v i hi phi c s tham gia kin ca ngi tiu
dng nh dch v ht tc, khm cha bnh th cng ty dch v t thc hin vic
kim sot, qun l v cht lng v ngi tiu dng nh hng n qu trnh ny.
Trong nhng trng hp nh vy, kin ca khch hng nh m t kiu tc ca
mnh mun hoc bnh nhn m t cc triu chng cho cc bc s, s tham gia kin
ca khch hng tr nn quan trng i vi cht lng ca hot ng dch v.
2.2.2.4.

Tnh khng lu gi c:

Dch v khng th ct gi, lu kho ri em bn nh hng ho khc. Tnh


khng lu gi c ca dch v s khng thnh vn khi m nhu cu n nh. Khi
nhu cu thay i, cc cng ty dch v s gp kh khn. V d nh cc cng ty vn

ti cng cng phi c nhiu phng tin hn gp bi so vi s lng cn thit theo


nhu cu bnh thng trong sut c ngy m bo phc v cho nhu cu vo nhng
gi cao im. Chnh v vy, dch v l sn phm c s dng khi to thnh v kt
thc ngay sau .
2.3.

Tng quan v ngn hng in t v dch v ngn hng in t:

2.3.1.

nh ngha:

Dch v ngn hng in t c gii thch nh l kh nng ca mt khch


hng c th truy cp t xa vo mt ngn hng nhm: thu thp thng tin, thc hin
cc giao dch thanh ton, ti chnh da trn cc khon lu k ti ngn hng , ng
k s dng dch v mi (Trng c Bo, 2003).
Dch v ngn hng in t l h thng phn mm vi tnh cho php khch hng
tm hiu hay mua dch v ngn hng thng qua vic ni mng my vi tnh ca mnh
vi ngn hng.
Cc khi nim trn u nh ngha ngn hng in t thng qua cc dch v
cung cp hoc qua knh phn phi in t. Khi nim ny c th ng tng thi
im nhng khng th khi qut ht c c qu trnh lch s pht trin cng nh
tng lai pht trin ca ngn hng in t. Mt nh ngha tng qut nht v ngn
hng in t c th c din t nh sau: Ngn hng in t bao gm tt c cc
dng ca giao dch gia ngn hng v khch hng (c nhn hoc t chc) da trn
qu trnh x l v chuyn giao d liu s ho nhm cung cp sn phm dch v
ngn hng (trch t Hunh Th Nh Trn, 2007).
2.3.2.

Cc hnh thi pht trin ngn hng in t:

K t vic ngn hng Wellfargo - ngn hng u tin cung cp dch v ngn
hng qua mng u tin ti M vo nm 1989 th n nay c rt nhiu tm ti, th
nghim, thng cng cng nh tht bi trn con ng xy dng mt h thng ngn
hng in t hon ho, phc v tt nht cho khch hng. Tng kt nhng m hnh
, nhn chung h thng ngn hng in t c pht trin qua cc giai on sau
y:

2.3.2.1.

Website qung co (Brochure-Ware): l hnh thi n gin nht ca

ngn hng in t. Hu ht cc ngn hng khi mi bt u xy dng ngn hng in


t l thc hin theo m hnh ny. Vic u tin chnh l xy dng mt website cha
nhng thng tin v ngn hng, v sn phm ln trn mng nhm qung co, gii
thiu, ch dn, lin lc, thc cht y ch l mt knh qung co mi ngoi
nhng knh thng tin truyn thng nh bo ch, truyn hnh mi giao dch ca
ngn hng vn thc hin qua h thng phn phi truyn thng, l cc chi nhnh
ngn hng.
2.3.2.2.

Thng mi in t (E-commerce): Trong hnh thi thng mi in t,

ngn hng s dng Internet nh mt knh phn phi mi cho nhng dch v truyn
thng nh xem thng tin ti khon, nhn thng tin giao dch chng khon
Internet y ch ng vai tr nh mt dch v cng thm vo to s thun li
thm cho khch hng. Hu ht cc ngn hng va v nh ang hnh thi ny.
2.3.2.3.

Qun l in t (E-business): Trong hnh thi ny, cc x l c bn ca

ngn hng c pha khch hng (front-end) v pha ngi qun l (back-end) u
c tch hp vi Internet v cc knh phn phi khc. Giai on ny c phn
bit bi s gia tng v sn phm v chc nng ca ngn hng vi s phn bit sn
phm theo nhu cu v quan h ca khch hng i vi ngn hng. Hn th na, s
phi hp, chia s d liu gia hi s ngn hng v cc knh phn phi nh chi
nhnh, mng Internet, mng khng dy gip cho vic x l theo yu cu v phc
v khch hng c nhanh chng v chnh xc hn. Internet v khoa hc cng
ngh tng s lin kt, chia s thng tin vi ngn hng, i tc, khch hng, c
quan qun l Mt vi ngn hng tin tin trn th gii xy dng c m hnh
ny v hng ti xy dng c mt ngn hng in t hon chnh.
2.3.2.4.

Ngn hng in t (E-bank): chnh l m hnh l tng ca mt ngn

hng trc tuyn trong nn kinh t in t, mt s thay i hon ton trong m hnh
kinh doanh v phong cch qun l. Nhng ngn hng ny s tn dng sc mnh
thc s ca mng ton cu nhm cung cp ton b cc gii php ti chnh cho khch
hng vi cht lng tt nht. T nhng bc ban u l cung cp cc sn phm v

dch v hin hu thng qua nhiu knh ring bit, ngn hng c th s dng nhiu
knh lin lc ny nhm cung cp cc gii php khc nhau cho tng i tng khch
hng chuyn bit.
2.3.3.

Dch v ngn hng in t:

S pht trin mnh m ca h thng cng ngh thng tin trong nhng nm gn
y nh hng r nt n s pht trin ca cng ngh ngn hng bng vic cho
ra i cc dch v ngn hng in t v cc phng tin thanh ton in t.
2.3.3.1.

Cc dch v ngn hng in t

Internet banking: dch v ny gip khch hng chuyn tin trn mng thng
qua cc ti khon cng nh kim sot hot ng ca cc ti khon ny. tham gia,
khch hng truy cp vo website ca ngn hng v thc hin giao dch ti chnh,
truy vn thng tin cn thit. Thng tin rt phong ph, t chi tit giao dch ca khch
hng n nhng thng tin khc v ngn hng. Khch hng cng c th truy cp vo
cc website khc mua hng v thc hin thanh ton vi ngn hng. Tuy nhin,
khi kt ni Internet th ngn hng phi c h thng bo mt mnh i ph vi
ri ro trn phm vi ton cu. y l tr ngi ln i vi cc ngn hng ti Vit Nam
v u t vo h thng bo mt rt tn km.
Home banking: vi ngn hng ti nh, khch hng giao dch vi ngn hng
qua mng nhng l mng ni b (Intranet) do ngn hng xy dng ring. Cc giao
dch c tin hnh ti nh, vn phng, cng ty thng qua h thng my tnh ni
vi h thng my tnh ca ngn hng. Thng qua dch v home banking, khch
hng c th thc hin cc giao dch v chuyn tin, lit k giao dch, t gi, li sut,
giy bo n, bo c, s dng dch v home banking, khch hng ch cn c
my tnh (ti nh hoc tr s) kt ni vi h thng my tnh ca ngn hng thng
qua modem ng in thoi quay s, khch hng phi ng k s in thoi v
ch s in thoi ny mi c kt ni vi h thng Home banking ca ngn hng.
Phone banking: y l sn phm cung cp thng tin ngn hng qua in thoi
hon ton t ng. Do t ng nn cc loi thng tin c n nh trc, bao gm
thng tin v t gi hi oi, li sut, gi chng khon, thng tin c nhn cho khch

10

hng nh s d ti khon, lit k nm giao dch cui cng trn ti khon, cc thng
bo mi nht H thng cng t ng gi fax khi khch hng yu cu cho cc loi
thng tin ni trn. Hin nay, qua phone banking, thng tin c cp nht khc vi
trc y, khch hng ch c thng tin ca cui ngy hm trc.
Mobile banking: l hnh thc thanh ton trc tuyn qua mng in thoi di
ng. Phng thc ny c ra i nhm gii quyt nhu cu thanh ton giao dch
c gi tr nh (micro payment) hoc nhng dch v t ng khng c ngi phc
v. Mun tham gia, khch hng phi ng k tr thnh thnh vin chnh thc
trong quan trng l cung cp nhng thng tin c bn nh: s in thoi di ng,
s ti khon c nhn dng trong thanh ton. Sau , khch hng c nh cung ng
dch v thng qua mng ny cung cp mt m s nh danh (ID). M s ny khng
phi s in thoi v n s c chuyn thnh m vch dn ln din thoi di
ng, gip cho vic cung cp thng tin khch hng khi thanh ton nhanh chng,
chnh xc v n gin hn cc thit b u cui ca im bn hng hay cung ng
dch v. Cng vi m s nh danh, khch hng cn c cp mt m s c nhn
(PIN) khch hng xc nhn giao dch thanh ton khi nh cung cp dch v thanh
ton yu cu. Sau khi hon tt cc th tc cn thit th khch hng s l thnh vin
chnh thc v iu kin thanh ton qua in thoi di ng.
Call center: Do qun l d liu tp trung nn khch hng c ti khon ti bt
k chi nhnh no vn gi v mt s in thoi c nh ca trung tm ny c
cung cp mi thng tin chung v c nhn. Khc vi phone banking ch cung cp cc
loi thng tin c lp trnh sn, call center c th linh hot cung cp thng tin hoc
tr li cc thc mc ca khch hng. Nhc im ca call center l phi c ngi
trc 24/24 gi.
2.3.3.2.

Phng tin giao dch thanh ton in t:

Tin in t (Digital cash): Tin in t l phng tin thanh ton trn


Internet. Ngi mun s dng tin in t gi yu cu ti ngn hng. Ngn hng
pht hnh tin in t s pht hnh mt bc in c k pht bi m c nhn
(private key) ca ngn hng v c m ha bi kho cng khai (public key) ca

11

khch hng. Ni dung bc in bao gm thng tin xc nh ngi pht hnh, a ch


Internet, s lng tin, s seri, ngy ht hn (nhm trnh vic pht hnh hoc s
dng hai ln). Ngn hng s pht hnh tin vi tng khch hng c th. Khch hng
ct tin in t trong my tnh c nhn.
Khi thc hin giao dch mua bn, khch hng gi ti nh cung cp mt thng
ip in t c m ha bi kha cng khai ca nh cung cp hng ha dch v.
Nh cung cp dng kha ring ca mnh gii m thng ip, ng thi kim tra
tnh xc thc ca thng ip thanh ton ny vi ngn hng pht hnh cng bng m
kha cng khai ca ngn hng pht hnh v kim tra s seri tin in t.
Sc in t (Digital cheque): Cng s dng k thut tng t nh trn
chuyn Sc v hi phiu in t trn mng Internet. Sc in t c ni dung ging
nh sc thng, ch khc bit duy nht l sc ny c k in t (tc l vic m
ha thng ip bng mt m c nhn ca ngi k sec). Khi ngn hng ca ngi
th hng thc hin nghip v nh thu sc, h s nh du ln thng ip in t
v vic thng ip ny c m ha bi m ha cng khai ca ngn hng pht hnh
sc s l c s cho vic thanh ton sc in t ny.
Th thng minh V in t (Stored value smart card): L loi th nha gn
vi mt b vi x l (micro processor chip). Ngi s dng th np tin vo th v
s dng trong vic mua hng. S tin ghi trong th s c tr li cho ti khi bng
0. Lc , ch s hu c th np tin hoc vt b th. V in t c s dng rt
nhiu trong giao dch nh ATM (Automated Teller machine), Internet banking,
Home banking, Telephone banking hoc mua hng trn Internet vi mt u c th
thng minh kt ni vo my tnh c nhn.
2.3.4.

Tnh hnh cung ng dch v ngn hng in t ti mt s ngn hng

thng mi trn a bn Thnh ph H Ch Minh:


Hin nay, cc ngn hng u c website ring qung b hnh nh ca
mnh, gii thiu cc sn phm dch v ngn hng cng nh cc chng trnh gi
tit kim hp dn, cng b li sut, t gi

12

Cc ngn hng thng mi trn a bn Thnh ph H Ch Minh nhn chung


u ang cung cp cc dch v ngn hng in t nh: internet banking, home
banking, phone banking, mobile banking v cc loi th a nng. Trong giai on
cnh tranh gay gt gia cc ngn hng thng mi vi nhau th cc ngn tung ra cc
sn phm v dch v ngn hng in t ngy cng a dng. Cc sn phm v dch
v ngn hng in t ti mt s ngn hng thng mi trn a bn Thnh ph H
Ch Minh nh sau:
2.3.4.1.

Ngn hng thng mi c phn Chu (ACB):

ACB cung cp cho khch hng cc loi dch v ngn hng in t nh:
Internet Banking, Phone Banking, Mobile Banking, Home Banking, Call Center.
Vi dch v Internet Banking, khch hng c th truy cp vo trang
www.acb.com.vn kim tra s d ti khon, s d th; xem v in nhng giao dch
tng thng; tham kho nhng thng tin v sn phm mi ca ACB; tham kho li
sut tit kim, t gi ngoi t.
Ngy 16/04/2008, dch v Home Banking ca ACB c kt ni thng qua
VPN (Virtual Private Network) dnh cho i tng khch hng l doanh nghip v
c nhn (theo chnh sch khch hng ca ACB). y l giao thc kt ni mng
ring bit, an ton thng qua Internet thay th cho phng thc giao dch thng qua
in thoi c nh nh trc y (Home Banking c ACB trin khai vo thng 3
nm 2001, ACB thng qua mng Intranet). Vi nhng tnh nng u vit ca sn
phm HomeBanking, ch cn vi mt my tnh kt ni vo mng internet qua trang
web: https://homebanking.acb.com.vn, khch hng thc hin cc giao dch vi ngn
hng nh: chuyn khon, chuyn i ngoi t, thanh ton ha n (cc ph in,
nc, in thoi, internet,...), tra cu thng tin ti khon (xem s d, lit k giao
dch...) v khng cn phi trc tip n ngn hng.
Vi dch v Phone Banking, khch hng c th dng in thoi c nh, di
ng gi n s in thoi do ngn hng quy nh c th nghe c cc thng
tin v sn phm dch v ca ngn hng, thng tin ti khon c nhn. Phone Banking
l h thng t ng tr li hot ng 24/24h, khch hng nhn vo cc phm trn

13

bn phm in thoi theo m do Ngn Hng quy nh yu cu h thng tr li cc


thng tin cn thit nh kim tra s d ti khon, lit k 5 giao dch gn nht, thng
tin v t gi hi oi, v.v
Dch v Mobile banking cho php khch hng (c ti khon hay cha c ti
khon ti ACB) dng in thoi di ng nhn tin n tng i 997 yu cu ngn
hng cung cp cc dch v nh: thng tin t gi v chng khon trong ngy, thng
tin ti khon c nhn, thng bo s d t ng, t lnh thanh ton ti cc i l
Mobile banking, t lnh mua bn chng khon. Bn cnh , khch hng s dng
dch v ny cng c th t lnh chuyn tin thanh ton cho cc th tn dng, np
tin vo th ghi n do ACB pht hnh hoc t lnh thanh ton cho cc ha n tin
in, nc, in thoi, di ng, v.v
Call Center l dch v c t chc tp trung vi phn trung tm l mt tng
i c b tr lin tc 24 gi trong ngy v 7 ngy trong tun. Khch hng khi pht
sinh yu cu s dng mt s dch v ca ngn hng, truy vn thng tin hoc yu cu
gii p thc mc s gi in n tng i 08.8247247 t lnh thc hin dch v
hoc yu cu c t vn, hng dn.
Sn phm th ca ngn hng ACB cng rt a dng gm c: th tn dng ni
a (gm c ACB Saigon Coop, ACB Saigon Tourist, ACB Mai Linh, ACB Phc
Lc Th), th tn dng quc t (gm ACB Visa v ACB Master card), th thanh
ton v rt tin ni a (ACB E. Card), th ghi n ni a (th ATM2+), th thanh
ton v rt tin quc t (gm c ACB Visa Debit v ACB Mastercard Dynamic).
Tt c sn phm th do ACB pht hnh u c th s dng thanh ton hng ha
dch v v rt tin mt trong nc (i vi th ni a) v nc ngoi (i vi th
quc t).
Trong n lc trin khai cc sn phm v dch v ngn hng in t, ACB
hp tc vi cng ty pht trin phn mm v truyn thng VASC k kt ng dng
ch s trong giao dch ngn hng in t. Khch hng c qun l v s dng ch
k in t trong giao dch vi ngn hng. y l mt cng c bo m cho giao

14

dch thng mi in t v cc giao dch ngn hng trn Internet c bo mt v


an ton.
2.3.4.2.

Ngn hng thng mi c phn K Thng (Techcombank):

Nm 2003, Techcombank trin khai thnh cng h thng phn mm Globus


trn ton h thng v s kin ny t nn tng cho Techcombank pht trin cc
sn phm v dch v ngn hng in t.
Ngy 05/12/2003, Techcombank chnh thc pht hnh th thanh ton
F@stAccess-Connect 24 (hp tc vi Vietcombank). Ngy 09/06/2004, vi s ra
i ca dch v ng trc ti khon c nhn F@stAdvance, Techcombank to
nn bc t ph l ngn hng trong nc u tin cung cp dch v cho vay
tin qua my ATM.
i vi sn phm th, Techcombank cung cp cc cc loi th nh th ghi n
ni a (gm c th F@stAccess, th F@stAccess-i), th ni a (Th F@stUni), th
quc t (th F@stAccess Visa Debit, Techcombank Visa Credit).
Dch v ngn hng in t ca Techcombank gm ba loi hnh chnh
Telebank, Home banking v Internet banking.
Telebank l h thng dch v thanh ton trc tuyn t xa cho php khch hng
doanh nghip c ti khon tin gi ti Techcombank thc hin thanh ton in
t vi ngn hng. Vi h thng ny, khch hng khng cn phi n Techcombank
m vn c th thc hin giao dch vi Ngn hng ti ni lm vic ca mnh thng
qua phn mm Telebank do Techcombank cung cp.
Vi dch v Home Banking, Techcombank cung cp cho khch hng 3 dch v
chnh nh sau:
-

Techcombank Mail Access l dch v theo di v gi thng tin giao dch


ti khon ca khch hng t ng qua email. Mi khi pht sinh giao dch
lm thay i s d ti khon, khch hng c ng k s dng dch v ny
s nhn c bn thng tin ti khon do ngn hng gi qua email.

Techcombank Mobile Access l dch v cung cp thng tin s d v giao


dch ca ti khon khch hng thng qua in thoi di ng bng tin nhn

15

SMS. Khi ti khon ca Qu khch pht sinh giao dch, h thng s t


ng gi tin nhn v giao dch pht sinh v s d hin ti vo in thoi
di ng ca khch hng. Ngoi ra, khch hng cng c th ch ng gi
tin nhn SMS ti h thng Techcombank nhn c tin nhn phn hi
v s d ti khon ca mnh, t gi, li sut.
-

Techcombank Voice Access (gi tt l Vocaly) l dch v tng i thng


tin t ng, cho php khch hng khi gi n tng i 19001590 s c
tr li cc thng tin lin quan n t gi, li sut, cc giao dch gn nht
ca ti khon.

i vi dch v Internet Banking, Techcombank cung cp cc dch v nh


F@st e-Bank (dch v cho cc khch hng doanh nghip) v F@st i-Bank (dch v
cho cc khch hng c nhn). Dch v F@st e-Bank gip cc khch hng doanh
nghip truy vn thng tin v ti khon, cc khon tn dng, hp ng tin gi, nht
k cng vic ch ng trong vic s dng dch v; thc hin thanh ton chuyn
khon t ti khon VN trc tip trn trang in t; ng k trc tuyn s dng cc
dch v ca Ngn hng. Dch v F@st i-Bank gip cc khch hng tra cu ti
khon; tra cu cc khon vay, khon tit kim; chuyn khon n cc ti khon
trong v ngoi h thng Techcombank; ng k cc sn phm, dch v ngn hng.
2.3.4.3.

Ngn hng Ngoi Thng Vit Nam (Vietcombank):

Tng t nh cc dch v ngn hng in t c trin khai theo xu hng


hin nay, Vietcombank cng cung cp cho khch hng dch v thng qua in thoi
c nh, in thoi di ng v thanh ton cc ha n dch v cng.
Vi dch v ngn hng trc tuyn VCB-iB@nking, khch hng c th tra cu
s d ti khon; truy vn hn mc ca cc loi th tn dng; in cc sao k ti khon
theo thi gian; xem biu ph, t gi v li sut; thc hin cc lnh thanh ton,
chuyn khon, thanh ton ha n.
i vi VCB SMS-B@nking (dch v ngn hng qua in thoi di ng) gip
khch hng truy vn thng tin ngn hng bt k lc no bng cch dng in thoi
di ng nhn theo c php quy nh gi ti tng i 8170. Ngc li, khi c giao

16

dch pht sinh lm thay i s d ti khon, khch hng cng nhn c thng bo
s d mi qua in thoi. Tt c khch hng s dng mng di ng VinaPhone,
Mobifone v Viettel u c th s dng dch v ny.
Dch v VCB-Money (hay cn gi l dch v ngn hng ti nh) l dch v
chnh trong h thng ngn hng in t ca Vietcombank nhng ch yu l cung
cp cho cc c quan, doanh nghip v cc nh ch ti chnh c quan h v thanh
ton v ti khon vi Vietcombank.
L ngn hng i u trong lnh vc th ti Vit Nam, Vietcombank c cc sn
phm th a dng nh: th tn dng quc t (gm c th Vietcombank Visa, th
Vietcombank MasterCard Ci Ngun, th Vietcombank American Express, th lin
kt Vietcombank VietnamAirlines American Express), th ghi n (gm c th
Vietcombank Connect 24, th Vietcombank SG24, th Vietcombank MTV, th
Vietcombank Connect 24 Visa Debit). Tt c sn phm th ca Vietcombank u c
th s dng thanh ton hng ha dch v v rt tin mt trong nc (i vi th
ni a) v nc ngoi (i vi th quc t).
2.3.4.4.

Ngn hng ng (DongA Bank):

Ngn hng ng cung cp ba loi dch v ngn hng in t chnh l


Internet Banking, SMS Banking, Phone Banking, v cc sn phm th a nng.
Vi Internet Banking ra i vo thng 08/2006, khch hng c th thc hin
cc giao dch nh chuyn khon (t ti khon th n ti khon th, s tin ti thiu
50.000 VN/ln, ti a 500.000.000 VN/ngy); thanh ton trc tuyn khi mua
hng

qua

mng

ti

www.thitruongviet.com.vn,

www.golwow.com,

www.golmart.vn, www.hlink.vn, www.chodientu.vn; mua th tr trc cc loi th


in thoi di ng, th Internet, th in thoi tr trc, th Internet & in thoi.
Vi Internet Banking, c thm dch v lit k mua th tr trc; np tin in t:
Vcoin, VnTopup, Vcard; kim tra s d v xem chi tit giao dch trong ti khon
ca khch hng. c bit, Internet Banking ca DongA Bank va chnh thc s
dng SSL Certificate with Extended Validation cung cp bi Hng VeriSign, m
ha ton b d liu truy cp theo chun AES-256 bit, chun m ha an ton nht

17

trn Internet. DongA Bank l ngn hng u tin Vit Nam c cp SSL
Certificate c chc nng nh mt chng minh th, nhm nh danh mt c nhn hay
t chc trn internet do cc t chc c uy tn chng nhn
Vi dch v SMS Banking, khch hng bng cch son tin nhn v gi v tng
i 8149 hoc 1900 545464 xem thng tin nh t gi, li sut, v.v v thc hin
cc giao dch nh dch v Internet Banking.
Ngy 23/01/2008, Ngn Hng ng (DongA Bank) chnh thc trin khai
ng dng DongA Mobile Banking trn in thoi di ng c h tr Java gip
khch hng d dng thc hin cc giao dch ti chnh ti mi ni, mi lc. iu kin
s dng knh DongA Mobile Banking l khch hng c ti khon th ti DongA
Bank v c ng k s dng SMS Banking hoc Mobile Banking, c dng mng
in thoi GSM (Mobifone, VinaPhone, Viettel) v in thoi di ng ca khch
hng ci ng dng Mobile Banking ca DongA Bank. Dch v ny gip cc
khch hng thc hin cc giao dch nh ca dch v Interner Banking.
i vi lnh vc th, DongA Bank cung cp th tn dng DongA Bank
(DongA Bank Visa Credit Card) v cc loi th ni a nh: Th a Nng ng ,
th lin kt sinh vin, Th a Nng Richland Hill, Th a nng CK Card.
Th lin kt sinh vin l loi th tch hp y cc tnh nng ca Th a
Nng ng , ng thi ng dng cng ngh th t vo qun l sinh vin nh:
qun l ra vo th vin, ra vo phng my vi tnh, thanh ton hc ph, hc bng ca
sinh vin qua th,.. v mt s cc ng dng khc ph hp vi tnh nng u vit nht
ca cng ngh th t hin nay. Th a Nng Richland Hill gip khch hng c c
hi t ch v rt thm mua cn h trong khu phc hp Richland Hill; c cp
nht thng tin v d n Richland Hill v thng tin cc d n khc ca Cng ty Vn
Thi Thnh; c s dng cc tin ch v tnh nng ca th nh Th a nng ng
. Th a nng CK Card c pht hnh ring cho cc nh u t chng khon.
2.4.

Cht lng dch v:


Cht lng dch v l mt khi nim gy nhiu ch v tranh ci trong cc ti

liu nghin cu bi v cc nh nghin cu gp nhiu kh khn trong vic nh ngha

18

v o lng cht lng dch v m khng h c s thng nht no (Wisniewski,


2001).
Cht lng dch v c nh ngha bng nhiu cch khc nhau ty thuc vo
i tng nghin cu v mi trng nghin cu. Cht lng dch v l mc m
mt dch v p ng c nhu cu v s mong i ca khch hng (Lewis &
Mitchell, 1990; Asubonteng & ctg, 1996; Wisniewski & Donnelly, 1996).
Edvardsson, Thomsson & Ovretveit (1994) cho rng cht lng dch v l dch v
p ng c s mong i ca khch hng v lm tho mn nhu cu ca h. Theo
Parasuraman & ctg (1985, 1988), cht lng dch v l khong cch gia s mong
i ca khch hng v nhn thc ca h khi s dng qua dch v.
Trong mt thi gian di, nhiu nh nghin cu c gng nh ngha v o
lng cht lng dch v. Ly v d, Lehtinen & Lehtinen (1982) cho l cht lng
dch v phi c nh gi trn hai kha cnh, (1) qu trnh cung cp dch v v (2)
kt qu ca dch v. Gronroos (1984) cng ngh hai lnh vc ca cht lng dch
v, l (1) cht lng k thut v (2) cht lng chc nng. Parasuraman & ctg
(1985) a ra m hnh nm khong cch v nm thnh phn cht lng dch v, gi
tt l SERVQUAL. Nghin cu tp trung vo m hnh SERVQUAL v m hnh
Cht lng k thut/ Cht lng chc nng.
2.4.1.

M hnh SERVQUAL:

1.1.1.1.

M hnh nm khong cch cht lng dch v:

Parasuraman & ctg (1985, 1988) a ra m hnh nm khong cch cht


lng dch v. M hnh ny c trnh by Hnh 2.1.
Khong cch th nht xut hin khi c s khc bit gia k vng ca khch
hng v cht lng dch v v nh qun tr dch v cm nhn v k vng ca khch
hng. im c bn ca s khc bit ny l do cng ty dch v khng hiu c ht
nhng c im no to nn cht lng ca dch v mnh cng nh cch thc
chuyn giao chng cho khch hng tha mn nhu cu ca h.
Khong cch th hai xut hin khi cng ty dch v gp kh khn trong vic
chuyn i nhn thc ca mnh v k vng ca khch hng thnh nhng c tnh

19

ca cht lng. Trong nhiu trng hp, cng ty c th nhn thc c k vng ca
khch hng thnh nhng khng phi cng ty lun c th chuyn i k vng ny
thnh nhng tiu ch c th v cht lng v chuyn giao chng theo ng k vng
cho khch hng nhng c tnh ca cht lng dch v. Nguyn nhn chnh ca vn
ny l kh nng chuyn mn ca i ng nhn vin dch v cng nh dao ng
qu nhiu v cu dch v. C nhng lc cu v dch v qu cao lm cho cng ty
khng p ng kp.
KHCH HNG

Dch v k vng

Khong cch 5
Dch v cm nhn

Dch v chuyn giao

Khong cch 1

Khong cch 4

Thng tin n
khch hng

Khong cch 3
Chuyn i cm nhn
ca cng ty thnh tiu
ch cht lng

Khong cch 2
Nhn thc ca cng ty
v k vng ca khch
hng

NH TIP TH

Ngun: Parasuraman & ctg (1985: 44)


Hnh 2.1: M hnh cht lng dch v.
Khong cch th ba xut hin khi nhn vin phc v khng chuyn giao dch
v cho nhng khch hng theo nhng tiu ch c xc nh. Trong dch v, cc
nhn vin c lin h trc tip vi khch hng, ng vai tr quan trng trong qu

20

trnh to ra cht lng. Tuy nhin, khng phi lc no cc nhn vin cng c th
hon thnh nhim v theo tiu ch ra.
Phng tin qung co v thng tin cng tc ng vo k vng ca khch hng
v cht lng dch v. Nhng ha hn trong cc chng trnh qung co khuyn
mi c th lm gia tng k vng ca khch hng nhng cng s lm gim cht
lng m khch hng cm nhn c khi chng khng c thc hin theo nhng
g ha hn. y l khong cch th t.
Khong cch th nm xut hin khi c s khc bit gia cht lng v k vng
bi khch hng v cht lng h cm nhn c. Cht lng dch v ph thuc vo
khong cch th nm ny. Mt khi khch hng nhn thy khng c s khc bit
gia cht lng h k vng v cht lng h cm nhn c khi tiu dng mt dch
v th cht lng ca dch v c xem l hon ho.
Parasuraman & ctg (1985) cho rng cht lng dch v l hm s ca khong
cch th nm. Khong cch th nm ny ph thuc vo cc khong cch trc .
Ngha l cc khong cch 1, 2, 3, 4. V th, rt ngn khong cch th 5 v gia
tng cht lng dch v, nh qun tr dch v phi n lc rt ngn cc khong cch
ny.
M hnh cht lng dch v theo cc nh nghin cu ny c th c biu din
nh sau:
CLDV = F((KC_5 = f (KC_1, KC_2, KC_3, KC_4))
Trong , CLDV l cht lng dch v v KC_1, KC_2, KC_3, KC_4, KC_5
l cc khong cch cht lng 1, 2, 3, 4, 5.
2.4.1.1.

Thnh phn cht lng dch v:

M hnh cht lng dch v ca Prasuraman & ctg (1985) cho ta bc tranh
tng th v cht lng dch v. Parasuraman & ctg (1985) cho rng, bt k dch v
no, cht lng dch v cm nhn bi khch hng c th m hnh thnh 10 thnh
phn, l:
1.

Tin cy (reliability) ni ln kh nng thc hin dch v ph hp v ng


thi hn ngay t ln u tin.

21

2.

p ng (responsiveness) ni ln s mong mun v sn sng ca nhn


vin phc v cung cp dch v cho khch hng.

3.

Nng lc phc v (competence) ni ln trnh chuyn mn thc hin


dch v. Kh nng phc v biu hin khi nhn vin tip xc vi khch
hng, nhn vin trc tip thc hin dch v, kh nng nghin cu nm
bt thng tin lin quan cn thit cho vic phc v khch hng.

4.

Tip cn (access) lin quan n vic to mi iu kin d dng cho khch


hng trong vic tip cn dch v nh rt ngn thi gian ch i ca khch
hng, a im phc v v gi m ca thun li cho khch hng.

5.

Lch s (courtesy) ni ln tnh cch phc v nim n tn trng v thn


thin vi khch hng.

6.

Thng tin (communication) lin quan n vic giao tip, thng t cho
khch hng bng ngn ng m h hiu bit d dng v lng nghe nhng
vn lin quan n h nh gii thch dch v, chi ph, gii quyt khiu
ni thc mc.

7.

Tn nhim (credibility) ni ln kh nng to lng tin cho khch hng, lm


cho khch hng tin cy vo cng ty. Kh nng ny th hin qua tn tui
ca cng ty, nhn cch ca nhn vin phc v giao tip trc tip vi
khch hng.

8.

An ton (security) lin quan n kh nng m bo s an ton cho khch


hng, th hin qua s an ton v vt cht, ti chnh cng nh bo mt
thng tin.

9.

Hiu bit khch hng (understading/knowing the customer) th hin qua


kh nng hiu bit nhu cu ca khch hng thng qua vic tm hiu nhng
i hi ca khch hng, quan tm n c nhn h v nhn dng c
khch hng thng xuyn.

10. Phng tin hu hnh (tangibles) th hin qua ngoi hnh, trang phc ca
nhn vin phc v, cc trang thit b phc v cho dch v.

22

M hnh mi thnh phn cht lng dch v nu trn c u im l bao qut


hu ht mi kha cnh ca dch v. Tuy nhin, m hnh ny c nhc im l phc
tp trong vic o lng. Hn na m hnh ny mang tnh l thuyt, c th s c
nhiu thnh phn ca m hnh cht lng dch v khng t c gi tr phn bit.
Chnh v vy cc nh nghin cu ny nhiu ln kim nh m hnh ny v i n
kt lun l cht lng dch v bao gm nm thnh phn c bn, l:
1.

Tin cy (reliability): th hin qua kh nng thc hin dch v ph hp v


ng thi hn ngay t ln u tin.

2.

p ng (resposiveness): th hin qua s mong mun, sn sng ca nhn


vin phc v cung cp dch v kp thi cho khch hng.

3.

Nng lc phc v (assurance) th hin qua trnh chuyn mn v cung


cch phc v lch s, nim n vi khch hng.

4.

ng cm (empathy): th hin s quan tm, chm sc n tng c nhn,


khch hng.

5.

Phng tin hu hnh (tangibles): th hin qua ngoi hnh, trang phc ca
nhn vin, cc trang thit b phc v cho dch v.

2.4.2.

hnh

cht

lng

thut/

cht

lng

chc

nng:

(Technical/Functional Quality):
M hnh cht lng dch v ca Gronroos vo nm 1983 cho rng cht lng
dch v c xem xt da trn hai tiu ch l cht lng k thut (Technical
quality) v cht lng chc nng (Functional quality).
Cht lng k thut l nhng g c phc v, v d nh h thng my vi tnh
ha, cc gii php k thut, cng ngh.
Cht lng chc nng l chng c phc v nh th no. V d ca cht
lng chc nng bao gm thi , hnh vi ca nhn vin i vi khch hng,
2.5.

Mi quan h gia cht lng dch v v s tha mn ca khch

hng:
2.5.1.

Khi nim s tha mn ca khch hng:

23

S tha mn ca khch hng c xem l nn tng trong khi nim ca


marketing v vic tha mn nhu cu v mong c ca khch hng (Spreng,
MacKenzie, & Olshavsky, 1996). Khch hng c tha mn l mt yu t quan
trng duy tr c thnh cng lu di trong kinh doanh v cc chin lc kinh
doanh ph hp nhm thu ht v duy tr khch hng (Zeithaml & ctg, 1996). C
nhiu quan im nh gi khc nhau v s tha mn ca khch hng. S tha mn
ca khch hng l phn ng ca h v s khc bit cm nhn gia kinh nghim
bit v s mong i (Parasuraman & ctg, 1988; Spreng & ctg, 1996; Terry, 2002).
Ngha l, kinh nghim bit ca khch hng khi s dng mt dch v v kt qu
sau khi dch v c cung cp.
Theo Kotler & Keller (2006), s tha mn l mc ca trng thi cm gic
ca mt ngi bt ngun t vic so snh nhn thc v mt sn phm so vi mong
i ca ngi . Theo , s tha mn c ba cp sau:
-

Nu nhn thc ca khch hng nh hn k vng th khch hng cm nhn


khng tha mn.

Nu nhn thc bng k vng th khch hng cm nhn tha mn.

Nu nhn thc ln hn k vng th khch hng cm nhn l tha mn


hoc thch th.

2.5.2.

Mi quan h gia cht lng dch v v s tha mn ca khch

hng:
Mi quan h gia cht lng dch v v s tha mn ca khch hng l ch
c cc nh nghin cu a ra bn lun lin tc trong cc thp k qua. Nhiu
nghin cu v s tha mn ca khch hng trong cc ngnh dch v c thc
hin (v d: Fornell 1992) v nhn chung u kt lun rng cht lng dch v v s
tha mn l hai khi nim c phn bit (Bitner, 1990; Boulding & ctg, 1993)
(trch t Lassar & ctg, 2000).
S tha mn ca khch hng l mt khi nim tng qut ni ln s hi lng
ca h khi tiu dng mt dch v, cn ni n cht lng dch v l quan tm n
cc thnh phn c th ca dch v (Zeithaml & Bitner, 2000).

24

Oliver (1993) cho rng cht lng dch v nh hng n mc tha mn


ca khch hng. Ngha l, cht lng dch v - c xc nh bi nhiu nhn t
khc nhau - l mt phn nhn t quyt nh ca s tha mn (Parasuraman, 1985,
1988).
Nhiu cng trnh nghin cu thc tin v mi quan h gia cht lng dch v
v s tha mn ca khch hng. Cronin & Taylor (1992) kim nh mi quan
ny v kt lun rng cm nhn cht lng dch v dn n s tha mn ca khch
hng. Cc nghin cu kt lun rng cht lng dch v l tin ca s tha mn
(Cronin & Taylor,1992; Spreng & Mackoy, 1996) v l nhn t ch yu nh hng
n s tha mn (Ruyter, Bloemer, Peeters, 1997).
2.6.

M hnh nghin cu v thang o:

2.6.1.

M hnh nghin cu:

Cht lng dch v theo m hnh SERVQUAL:


Thang o SERVQUAL l thang o cht lng dch v c s dng ph bin
nht. M hnh v thang o SERVQUAL khng ch c s dng nghin cu
trong lnh vc marketing m cn c s dng rng ri trong cc lnh vc khc
(Brown & ctg, 1993) nh dch v chm sc sc kho (Babakus & Mangold, 1992,
Bebko & Garg, 1995), dch v ngn hng v dch v git kh (Cronin & Taylor,
1992), dch v bn l (Teas, 1993) (trch t Asubonteng & ctg, 1996), dch v tn
dng (H Tn t, 2004), dch v siu th (Nguyn Th Mai Trang & Nguyn nh
Th, 2003), v.v
Tuy nhin, kt qu kim nh cho thy cht lng dch v khng thng nht
vi nhau tng ngnh dch v v tng th trng khc nhau, chng hn nh Mels &
ctg (1997) kt lun rng cht lng dch v ch bao gm hai thnh phn, Nguyn
nh Th & ctg (2003) kim nh SERVQUAL cho th trng khu vui chi gii tr
ngoi tri ti Thnh ph H Ch Minh cho thy cht lng dch v gm bn thnh
phn (trch t Nguyn nh Th & ctg, 2003), Nguyn Th Mai Trang & ctg (2003)
kim nh SERVQUAL cho cht lng dch v siu th gm nm thnh phn, v.v

25

Theo nghin cu ny, cht lng dch v ngn hng in t theo m hnh
SERVQUAL gm nm thnh phn: tin cy, p ng, nng lc phc v, ng cm
v phng tin hu hnh. Ngoi ra, theo phn tch mi quan h gia cht lng dch
v v s hi lng ca khch hng phn 2.5.2, m hnh nghin cu mi quan h
gia cht lng dch v v s tha mn ca khch hng v dch v ngn hng in
t theo m hnh SERVQUAL nh sau:

Tin cy
(Reliability)

H1.1

p ng
(Responsibility)

H1.2

Nng lc phc v
(Assurance)

H1.3

ng cm
(Empathy)

H1.4

Phng tin hu hnh


(tangibles)

H1.5

S tha mn
(Satisfaction)

Hnh 2.2: Mi quan h gia cht lng dch v ngn hng in t v s tha mn
ca khch hng theo m hnh SERVQUAL.
Cht lng dch v theo m hnh Cht lng k thut/ Cht lng chc
nng:
Ngoi m hnh SERVQUAL, m hnh Cht lng k thut/ Cht lng chc
nng ca 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,

26

1993) (trch t Lassar & ctg, 2000), dch v ngn hng (Lassar & ctg, 2000), dch
v th vin (Trn Xun Thu Hng, 2007), v.v
Theo nghin cu ny, cht lng dch v ngn hng in t theo m hnh Cht
lng k thut/ Cht lng chc nng gm hai thnh phn: cht lng k thut v
cht lng chc nng. Ngoi ra, theo phn tch mi quan h gia cht lng dch v
v s hi lng ca khch hng phn 2.5.2, m hnh nghin cu mi quan h gia
cht lng dch v v s tha mn ca khch hng v dch v ngn hng in t
theo m hnh Cht lng k thut/ Cht lng chc nng nh sau:

Cht lng k thut


(Technical quality)

H2.1
S tha mn
(Satisfaction)

Cht lng chc nng


(Functional quality)

H2.2

Hnh 2.3: Mi quan h gia cht lng dch v ngn hng in t v s tha mn
ca khch hng theo m hnh Cht lng k thut/ Cht lng chc nng.
Nh vy, da theo m hnh cht lng dch v SERVQUAL, m hnh Cht
lng k thut/ Cht lng chc nng, da theo m hnh nghin cu s tha mn v
cm nhn cht lng dch v ngn hng (Lassar & ctg, 2000) v da trn phn tch
mi quan h gia cht lng dch v v s tha mn ca khch hng mc 2.5.2,
m hnh nghin cu mi quan h gia cht lng dch v ngn hng in t v s
tha mn ca khch hng nh sau:

27

Tin cy
(Reliability)

H1.1

p ng
(Responsibility)

H1.2

Nng lc phc v
(Assurance)

H1.3

ng cm
(Empathy)

H1.4

Phng tin hu hnh


(tangibles)

H1.5

H2.1

Cht lng chc nng


(Functional quality)

H2.2

Cht lng k thut


(Technical quality)

S tha mn
(Satisfaction)

M hnh 2.4a

M hnh 2.4b

Hnh 2.4: M hnh mi quan h gia cht lng dch v ngn hng in t v s
tha mn ca khch hng.
Mt s gi thuyt c t ra cho m hnh nghin cu nh sau:
H1.1: Thnh phn tin cy c khch hng nh gi cng nhiu th s tha
mn ca khch hng cng cao v ngc li. Hay ni cch khc, thnh phn tin cy
v s tha mn ca khch hng c quan h cng chiu.
H1.2: Thnh phn p ng c khch hng nh gi cng cao th s tha mn
ca khch hng cng cao v ngc li. Hay ni cch khc, thnh phn p ng v
s tha mn ca khch hng c quan h cng chiu.
H1.3: Thnh phn nng lc phc v c khch hng nh gi cng cao th s
tha mn ca khch hng cng cao v ngc li. Hay ni cch khc, thnh phn
nng lc phc v v s tha mn ca khch hng c quan h cng chiu.
H1.4: Thnh phn ng cm c khch hng nh gi cng cao th s tha
mn ca khch hng cng cao v ngc li. Hay ni cch khc, thnh phn ng
cm v s tha mn ca khch hng c quan h cng chiu.

28

H1.5: Thnh phn phng tin hu hnh c khch hng nh gi cng cao
th s tha mn ca khch hng cng cao v ngc li. Hay ni cch khc, thnh
phn phng tin hu hnh v s tha mn ca khch hng c quan h cng chiu.
H2.1: Thnh phn cht lng dch v chc nng c khch hng nh gi
cng cao th s tha mn ca khch hng cng cao v ngc li. Hay ni cch khc,
thnh phn cht lng dch v chc nng v s tha mn ca khch hng c quan
h cng chiu.
H2.2: Thnh phn cht lng dch v k thut c khch hng nh gi cng
cao th s tha mn ca khch hng cng cao v ngc li. Hay ni cch khc,
thnh phn cht lng dch v k thut v s tha mn ca khch hng c quan h
cng chiu.
H1: M hnh 2.4a v 2.4b o lng s tha mn ca khch hng v cht lng
dch v ngn hng in t ca cc ngn hng thng mi trn a bn Thnh ph
H Ch Minh l tt nh nhau.
2.6.2.

Cc thang o:

Nghin cu s dng thang o Likert 7 im vi 1 l hon ton phn i v 7 l


hon ton ng .
2.6.2.1.

Thang o cht lng dch v ngn hng in t theo m hnh

SERVQUAL:
Thang o cht lng dch v ngn hng in t theo m hnh SERVQUAL
gm 21 bin quan st o lng nm thnh phn ca cht lng dch v. Trong
, (1) thnh phn tin cy gm nm bin quan st, (2) thnh phn p ng gm ba
bin quan st, (3) thnh phn nng lc phc v gm bn bin quan st, (4) thnh
phn ng cm gm bn bin quan st, (5) thnh phn phng tin hu hnh gm
nm bin quan st, c th nh sau:
Thnh phn tin cy:
1.

Ngn hng lun thc hin ng nhng g ha.

2.

Khi anh / ch c thc mc hay khiu ni, ngn hng lun gii quyt tha
ng.

29

3.

Ngn hng thc hin dch v ngn hng in t ng ngay t ln u tin.

4.

Ngn hng cung cp dch v ngn hng in t ng vo thi im m


ngn hng ha.

5.

Ngn hng thng bo cho anh / ch khi no th dch v ngn hng in t


c thc hin.

Thnh phn p ng:


6.

Nhn vin ca ngn hng phc v anh / ch nhanh chng v ng hn.

7.

Nhn vin ca ngn hng lun sn sng gip anh / ch.

8.

Nhn vin ca ngn hng khng bao gi t ra qu bn rn khng p


ng yu cu ca anh / ch.

Thnh phn nng lc phc v:


9.

Hnh vi ca nhn vin ngn hng ngy cng to s tin tng i vi anh /
ch.

10. Anh / ch cm thy an ton khi thc hin giao dch dch v ngn hng
in t.
11. Nhn vin ngn hng bao gi cng t ra lch s, nh nhn vi anh / ch.
12. Nhn vin ngn hng c kin thc tr li cc cu hi ca anh / ch.
Thnh phn ng cm:
13. Ngn hng th hin s quan tm n c nhn anh / ch.
14. Ngn hng c nhng nhn vin th hin s quan tm n c nhn anh /
ch.
15. Ngn hng th hin s ch c bit n nhng quan tm nhiu nht ca
anh / ch.
16. Nhn vin ngn hng hiu c nhng nhu cu c bit ca bn.
Thnh phn phng tin hu hnh:
17. Ngn hng c trang thit b hin i.
18. C s vt cht ca ngn hng trng hp dn.
19. Nhn vin ca ngn hng c trang phc gn gng, lch s.

30

20. Cc phng tin vt cht trong hot ng dch v rt hp dn ti ngn


hng.
21. Ngn hng b tr thi gian lm vic thun tin cho vic giao dch dch v
ngn hng in t.
2.6.2.2.

Thang o cht lng dch v ngn hng in t theo m hnh Cht

lng k thut/ Cht lng chc nng:


Cht lng dch v ngn hng in t theo Gronroos (1983) c o lng
bng 16 bin. Trong , (1) cht lng dch v chc nng c o lng bi 7 bin
v (2) cht lng dch v k thut c o lng bng 9 bin, c th nh sau:
Cht lng dch v chc nng:
1.

Nhn vin ngn hng c x lch s v thn thin vi anh / ch.

2.

Nhn vin ngn hng c kh nng gii thch tha ng vi anh / ch.

3.

Nhn vin ngn hng c kh nng gii p tha ng vi anh / ch v cc


loi dch v ngn hng in t v cc chnh sch ca ngn hng.

4.

Nhn vin ngn hng bo mt thng tin ca anh / ch.

5.

Nhn vin ngn hng lun sn sng tr li cc cu hi ca anh / ch.

6.

Ngn hng lun p ng cc yu cu ca anh / ch.

7.

Ngn hng lun thc hin ng v chnh xc cc giao dch ca anh / ch.

Cht lng dch v k thut:


8.

Ngn hng lun cung cp thng tin v ti khon v s d mt cch nhanh


chng.

9.

Vic chuyn giao thng tin ca ngn hng rt ng tin cy.

10. Ngn hng lun sng sng p ng cc nhu cu v dch v ngn hng in
t ca anh / ch.
11. Anh / ch thc hin khu chi d dng ti ngn hng.
12. Chi ph ca cc dch v ngn hng in t cnh tranh.
13. Ngn hng c mc li sut cnh tranh.
14. Ngn hng lun gi bo co kt qu ng lc.

31

15. Anh / ch s dng dch v ngn hng in t mt cch d dng v thng


xuyn.
16. Ngn hng rt ch tm n nhu cu ca anh / ch.
2.6.2.3.

Thang o s tha mn ca khch hng v cht lng dch v ngn

hng in t:
Da trn nghin cu ca Lassar & ctg (2000), thang o s tha mn ca khch
hng gm ba bin quan st nh sau:
1.

Anh / ch hon ton hi lng vi cht lng dch v ngn hng in t ca


ngn hng.

2.

Anh / ch s gii thiu dch v ngn hng in t ca ngn hng cho

nhng ngi khc.


3.

Trong thi gian ti, anh / ch vn tip tc s dng dch v ngn hng in
t ca ngn hng.

2.7.

Tm tt chng 2:
Chng ny trnh by c s l thuyt v dch v v tng quan v ngn hng

in t, dch v ngn hng in t v tnh hnh cung ng dch v ngn hng in t


ti mt s ngn hng trn a bn Thnh ph H Ch Minh.
Chng ny trnh by cc c s l thuyt cht lng dch v. Cht lng
dch v ph thuc vo khong cch gia mc k vng ca khch hng i vi
dch v v mc cm nhn ca h i vi dch v . C nhiu m hnh o lng
cht lng dch v. Cht lng dch v theo m hnh SERVQUAL gm nm thnh
phn chnh, l thnh phn tin cy, thnh phn p ng, thnh phn nng lc phc
v, thnh phn ng cm, thnh phn phng tin hu hnh. Cht lng dch v
theo m hnh Cht lng k thut/ Cht lng chc nng gm hai thnh phn: cht
lng k thut v cht lng chc nng.
Chng ny cng a ra l thuyt v cc gi thuyt v mi quan h gia
cht lng dch v ngn hng in t v s tha mn ca khch hng. ng thi,
thang o nhp cng c xy dng. Chng tip theo s trnh by v phng
php nghin cu.

32

Chng 3: PHNG PHP NGHIN CU


3.1.

Gii thiu:
Chng 2 trnh by v c s l lun v m hnh nghin cu c xy dng

trn cc gi thuyt. Chng 3 s gii thiu phng php nghin cu kim nh


m hnh l thuyt cng cc gi thuyt ra.
3.2.

Phng php nghin cu:

C s l thuyt

Nghin cu chnh
thc: Nghin cu nh
lng, n =195

Cronbach alpha

Phn tch nhn t


khm ph EFA

Thang o
nhp

Thang o
chnh thc

Nghin cu s b:
- Tho lun nhm.
- Phng vn th

iu chnh

- Loi cc bin c h s tng quan bin tng nh.


- Kim tra h s alpha.

- Loi cc bin c trng s EFA nh.


- Kim tra yu t trch c.
- Kim tra phng sai trch c

Thang o
hon chnh

Phn tch hi quy

So snh 2 m hnh SERVQUAL


v m hnh Cht lng k thut/
Cht lng chc nng

Hnh 3.1: Quy trnh thc hin nghin cu.

33

Nghin cu ny c thc hin thng qua hai bc chnh: nghin cu s b v


nghin cu chnh thc (xem Hnh 3.1)
3.2.1.

Nghin cu s b:

3.2.1.1. Tho lun nhm:


Nghin cu s b c thc hin thng qua phng php nghin cu nh tnh
tho lun nhm. Nhm tho lun 10 ngi vi tui t 20 n 30. Nghin cu ny
dng iu chnh v b sung thang o cht lng dch v SERVQUAL v thang
o cht lng k thut/ cht lng chc nng sao cho ph hp vi dch v ngn
hng in t. Cc cu hi trong dn bi tho nhm nm trong phn ph lc 1.1 v
kt qu tho lun nhm nm trong ph lc 1.2.
3.2.1.2. Thit k bng cu hi kho st:
Sau qu trnh tho lun nhm, bng cu hi c thit k gm hai phn nh
sau:
Phn I ca bng cu hi c thit k thu thp s nh gi ca khch hng
v cht lng dch v ngn hng in t v s tha mn ca khch hng.
Phn II ca bng cu hi l cc thng tin phn loi i tng phng vn.
Bng cu hi sau khi c thit k xong c dng phng vn th 15 ngi
kim tra mc r rng ca bng cu hi v thng tin thu v. Sau khi iu chnh
bng cu hi, bng cu chnh thc (xem ph lc 1.3) c gi i phng vn.
Phn I ca bng cu hi chnh thc c thit k gm 37 bin quan st. Trong
, 21 bin quan st u tin c s dng o lng cht lng dch v ngn
hng in t theo m hnh SERVQUAL, 13 bin quan st k tip dng o lng
cht lng dch v ngn hng in t theo m hnh Cht lng k thut/ Cht lng
chc nng v 3 bin quan st cui cng l o lng s tha mn ca khch hng v
cht lng dch v ngn hng in t.
3.2.1.3. Thang o hiu chnh:
Thang o cht lng dch v theo m hnh SERVQUAL sau khi hiu chnh
vn gm 21 bin quan st. Trong , (1) thnh phn tin cy gm 5 bin quan st, (2)
thnh phn p ng gm 3 bin quan st, (3) thnh phn nng lc phc v gm 4

34

bin quan st, (4) thnh phn ng cm gm 4 bin quan st, (5) thnh phn phng
tin hu hnh gm 5 bin quan st.
Thang o cht lng dch v theo m hnh Cht lng k thut / Cht lng
chc nng sau khi hiu chnh cn li 13 bin quan st. Trong , (1) cht lng
chc nng gm 6 bin quan st v (2) cht lng k thut gm 7 bin quan st.
Thang o s tha mn ca khch hng gm 3 bin quan st vn c gi li
nh ban u.
3.2.2.

Nghin cu chnh thc (nghin cu nh lng):

Nghin cu chnh thc c thc hin bng phng php nghin cu nh


lng. Nghin cu nh lng nhm kim nh li cc thang o trong m hnh
nghin cu thng qua bng cu hi kho st.
3.2.2.1. Phng php thu thp thng tin v c mu:
Thng tin d liu c thu thp thng qua iu tra cc khch hng c nhn ca
cc ngn hng thng mi ln trn a bn Thnh ph H Ch Minh. K thut
phng vn trc din v phng vn thng qua mng Internet c s dng thu
thp d liu.
Mu c chn theo phng php thun tin. Phng php phn tch d liu
ch yu c s dng trong nghin cu ny l phng php phn tch nhn t khm
ph EFA v phn tch hi quy bi. Theo Hair & ctg (1998), c th phn tch nhn
t khm ph cn thu thp d liu vi kch thc mu l t nht 5 mu trn 1 bin
quan st.
M hnh nghin cu c s bin quan st l 37. Nu theo tiu chun nm mu
cho mt bin quan st th kch thc mu cn thit l n = 185 (37 x 5). t c
kch thc mu ra, 260 bng cu hi c gi i phng vn.
3.2.2.2. K hoch phn tch d liu:
Trc ht, thang o s c m ho theo nh Bng 3.1.

35

Bng 3.1: M ha cc thang o cht lng dch v ngn hng in t.


STT

M ha

Din gii

Thnh phn tin cy (RLI)


Ngn hng lun thc hin cc dch v in t (qun l ti khon, thanh ton ha

RLI01

RLI02

Khi anh / ch c thc mc hay khiu ni, ngn hng lun gii quyt tha ng

RLI03

Ngn hng thc hin dch v ngn hng in t ng ngay t ln u tin

RLI04

RLI05

n, chuyn tin in t, ) ng nh nhng g ha

Ngn hng cung cp dch v ngn hng in t ng vo thi im m ngn


hng ha.
Ngn hng thng bo cho anh / ch khi no th dch v ngn hng in t c
thc hin

Thnh phn p ng (RSP)


6

RSP06

Nhn vin ca ngn hng phc v anh / ch mt cch tn tnh

RSP07

Nhn vin ca ngn hng lun sn sng gip anh / ch

Nhn vin ca ngn hng lun phc v anh / ch chu o trong gi cao im
RSP08
Thnh phn nng lc phc v (ASR)
9

ASR09

10

ASR10

11

ASR11
ASR12

12

Nhn vin ngn hng ngy cng to s tin tng i vi anh / ch


Anh / ch cm thy an ton khi s dng dch v ngn hng in t ca ngn
hng
Nhn vin ngn hng bao gi cng t ra lch s, nh nhn vi anh / ch
Nhn vin ngn hng c kin thc chuyn mn tr li cc cu hi ca anh / ch

Thnh phn ng cm (EMP)


13

EMP13

Ngn hng th hin s quan tm n c nhn anh / ch

14

EMP14

Ngn hng c nhng nhn vin th hin s quan tm n c nhn anh / ch

15

EMP15

16

EMP16

Ngn hng th hin s ch c bit n nhng quan tm nhiu nht ca anh /


ch
Nhn vin ngn hng hiu c nhng nhu cu c bit v li ch ca anh / ch

Thnh phn phng tin hu hnh (TNG)


17

TNG17

18

TNG18

19

TNG19

Ngn hng c trang thit b hin i


C s vt cht ca ngn hng trng hp dn, trang web ca ngn hng trng
chuyn nghip
Nhn vin ca ngn hng c trang phc gn gng, lch s

36

Cc phng tin vt cht trong hot ng dch v rt hp dn ti ngn hng


20

TNG20

(trang web ca ngn hng v cc thit b d dng tip cn khi thc hin giao
dch in t)

21

Ngn hng b tr thi gian lm vic v phng tin vt cht thun tin cho vic
TNG21

giao dch in t

Thnh phn cht lng dch v chc nng (FQU)


22

FQU22

Nhn vin ngn hng c x lch s v thn thin vi anh / ch


Nhn vin ngn hng c kin thc v nng lc chuyn mn gii thch tha

23

FQU23

ng vi anh / ch v cc loi dch v ngn hng in t v cc chnh sch ca


ngn hng

24

FQU24

Nhn vin ngn hng bo mt thng tin ca anh / ch

25

FQU25

Nhn vin ngn hng lun sn sng tr li cc thc mc ca anh / ch

26

FQU26

Ngn hng lun p ng cc yu cu ca anh / ch

27

Ngn hng lun thc hin ng v chnh xc cc giao dch ca anh / ch


FQU27
Thnh phn cht lng k thut (TQU)
Ngn hng lun sn sng p ng cc nhu cu v dch v ngn hng in t ca

28

TQU28

anh / ch

29

TQU29

iu kin thu chi c thc hin d dng v thun tin thng qua ti khon th

30

TQU30

Chi ph ca cc dch v ngn hng in t cnh tranh

31

TQU31

Ngn hng c mc li sut cnh tranh

32

TQU32

Ngn hng lun gi bo co kt qu cc giao dch v s d ng lc

33

TQU33

Dch v ngn hng in t ca ngn hng rt d dng v thun tin cho anh /
ch s dng

34

Ngn hng rt quan tm n nhu cu pht sinh ca anh / ch


TQU34
Thang o s tha mn (SAS)
35

SAS35

Anh / ch hon ton hi lng vi cht lng dch v ngn hng in t ca ngn
hng
Anh / ch s gii thiu dch v ngn hng in t ca ngn hng cho nhng

36

SAS36

37

SAS37

ngi khc
Trong thi gian ti, anh / ch vn tip tc s dng dch v ngn hng in t ca
ngn hng

37

Cc d liu sau khi thu thp s c lm sch v x l bng phn mm SPSS


11.5. Mt s phng php phn tch c s dng trong nghin cu nh sau:
3.2.2.2.1. Lp bng tn s m t mu thu thp theo cc thuc tnh nh gii tnh,
tui, trnh hc vn, v.v
3.2.2.2.2. Cronbach alpha:
Phng php ny cho php ngi phn tch loi b cc bin khng ph hp v
hn ch cc bin rc trong qu trnh nghin cu v nh gi tin cy ca thang o
bng h s thng qua h s Cronbach alpha. Nhng bin c h s tng quan bin
tng (item-total correlation) nh hn 0.3 s b loi. Thang o c h s Cronbach
alpha t 0.6 tr ln l c th s dng c trong trng hp khi nim ang nghin
cu mi (Nunnally, 1978; Peterson, 1994; Slater, 1995). Thng thng, thang o c
Cronbach alpha t 0.7 n 0.8 l s dng c. Nhiu nh nghin cu cho rng khi
thang o c tin cy t 0.8 tr ln n gn 1 l thang o lng tt.
3.2.2.2.3. Phn tch nhn t khm ph EFA (exploratory factor analysis):
Sau khi nh gi tin cy ca thang o bng h s Cronbach alpha v loi i
cc bin khng m bo tin cy. Phn tch nhn t khm ph l k thut c s
dng nhm thu nh v tm tt cc d liu. Phng php ny rt c ch cho vic xc
nh cc tp hp bin cn thit cho vn nghin cu v c s dng tm mi
quan h gia cc bin vi nhau.
Trong phn tch nhn t khm ph, tr s KMO (Kaiser-Meyer Olkin) l ch
s dng xem xt s thch hp ca phn tch nhn t. Tr s KMO phi c gi tr
trong khong t 0.5 n 1 th phn tch ny mi thch hp, cn nu nh tr s ny
nh hn 0.5 th phn tch nhn t c kh nng khng thch hp vi cc d liu.
Ngoi ra, phn tch nhn t cn da vo eigenvalue xc nh s lng nhn
t. Ch nhng nhn t c eigenvalue ln hn 1 th mi c gi li trong m hnh.
i lng eigenvalue i din cho lng bin thin c gii thch bi nhn t .
Nhng nhn t c eigenvalue nh hn 1 s khng c tc dng tm tt thng tin tt
hn mt bin gc.

38

Mt phn quan trng trong bng kt qu phn tch nhn t l ma trn nhn t
(component matrix) hay ma trn nhn t khi cc nhn t c xoay (rotated
component matrix). Ma trn nhn t cha cc h s biu din cc bin chun ha
bng cc nhn t (mi bin l mt a thc ca cc nhn t). Nhng h s ti nhn t
(factor loading) biu din tng quan gia cc bin v cc nhn t. H s ny cho
bit nhn t v bin c lin quan cht ch vi nhau. Nghin cu s dng phng
php trch nhn t principal components nn cc h s ti nhn t phi c trng s
ln hn 0.5 th mi t yu cu.
3.2.2.2.4. Xy dng phng trnh hi quy v so snh hai m hnh cht lng:
Sau khi rt trch c cc nhn t t phn tch nhn t khm ph EFA, d tm
cc vi phm gi nh cn thit trong m hnh hi quy tuyn tnh bi nh kim tra
phn d chun ha, kim tra h s phng i phng sai VIF (Variance inflation
factor VIF). Nu cc gi nh khng b vi phm, m hnh hi quy tuyn tnh c
bi c xy dng. V h s R2 c iu chnh (adjusted R square) cho bit m
hnh hi quy c xy dng ph hp n mc no.
Bng cch so snh h s R2 hiu chnh, m hnh no c h s R2 hiu chnh
ln hn s gii thch s tha mn ca khch hng v cht lng dch v ngn hng
in t tt hn.
3.3.

Tm tt chng 3:
Chng ny trnh by phng php nghin cu gm hai bc chnh: nghin

cu s b v nghin cu chnh thc. Nghin cu s b c thc hin bng nghin


cu nh tnh thng qua tho lun nhm v phng vn th. Nghin cu chnh thc
c thc hin bng nghin cu nh lng. Chng ny cng trnh by k hoch
phn tch d liu thu thp c. Chng tip theo trnh by c th kt qu kim
nh.

39

Chng 4: KT QU NGHIN CU
4.1.

M t mu:
Tng s bng cu hi c pht ra l 260 bng, thu v l 214 bng. Trong s

214 bng thu v c 19 bng khng hp l do b thiu nhiu thng tin. Kt qu l 195
bng cu hi hp l c s dng lm d liu cho nghin cu.
Bng 4.1: Mu phn b theo phn loi i tng phng vn.
Valid

Cumulative

Percent

Percent

Frequency

Percent

20

10.3

10.3

10.3

20

10.3

10.3

20.5

u t v pht trin Vit Nam (BIDV)

14

7.2

7.2

27.7

TMCP Xut nhp khu Vit Nam (Eximbank)

2.6

2.6

30.3

HSBC

1.0

1.0

31.3

ng (DongA Bank)

36

18.5

18.5

49.7

TMCP Si Gn Thng Tn (Sacombank)

13

6.7

6.7

56.4

TMCP K Thng Vit Nam (Techcombank)

28

14.4

14.4

70.8

Ngoi Thng Vit Nam (Vietcombank)

43

22.1

22.1

92.8

VID Public Bank

.5

.5

93.3

Cng Thng Vit Nam (Vietinbank)

12

6.2

6.2

99.5

Quc T (VIPBank)

.5

.5

100.0

Total

195

100.0

100.0

Gii

Nam

71

36.4

36.4

36.4

tnh

124

63.6

63.6

100.0

195

100.0

100.0

T 20 n 30

151

77.4

77.4

77.4

T 30 n 40

41

21.0

21.0

98.5

T 40 n 50

1.0

1.0

99.5

Trn 50

.5

.5

100.0

Total

195

100.0

100.0

Trnh

Ph thng trung hc

2.1

2.1

2.1

hc

Trung hc, cao ng

36

18.5

18.6

20.6

vn

i hc

137

70.3

70.6

91.2

Ngn

Chu (ACB)

hng

Nng nghip v Pht trin nng thn Vit Nam


(Agribank)

Total

Tui

40

Sau i hc

17

8.7

8.8

100.0

Total

194

99.5

100.0

Missing

System

.5

Total

195

100.0

Thu

Di 2 triu

3.1

3.1

3.1

nhp

T 2 n 4 triu

84

43.1

43.5

46.6

hng

T 4 n 7 triu

70

35.9

36.3

82.9

thng

Trn 7 triu

33

16.9

17.1

100.0

Total

193

99.0

100.0

Missing

System

1.0

Total

195

100.0

Bng 4.1 cho thy i tng l cc khch hng s dng dch v ngn hng in
t ca cc ngn hng: ACB, Agribank, Eximbank, HSBC, DongA Bank,
Sacombank, Techcombank, Vietcombank, Do mu kho st l mu thun tin v
c phng vn trc tip v qua mng Internet nn phn tn ca mu tng i
khng ng u v c s chnh lch kh r rng ti cc ngn hng. Ngn hng
Vietcombank l ngn hng c t l phn b mu cao nht - chim 22.1% tng s
mu c kho st, trong khi ngn hng VID Public v ngn hng VIP ch chim
c 0.5% tng s s mu c kho st cho mi ngn hng.
T l kho st mu theo gii tnh cng c s chnh lch r rng do ly mu
theo phng php thun tin. Mu thu v chim 36.4% l nam v 63.6% l n.
Mu kho st c t l cao nht l 77.4% cho tui t 20 tui n 30 tui v k
tip l 21% cho tui t 30 tui n 40 tui cho thy t l mu kho st tng i
tr. Nhm tui t 20 n 30 l nhm c s thch ng kh cao i vi nhng i mi
trong x hi v y l u im rt ln trong qu trnh ly mu cho nghin cu ny.
Theo tiu ch trnh hc vn, t l mu kho st c trnh i hc chim cao
nht vi t l l 70.6%, k tip l trnh trung hc cao ng chim 18.6% cho thy
mu kho st c trnh hc vn tng i ng u.
Theo tiu ch thu nhp hng thng, t l mu c mc thu nhp t 2 triu n 7
triu chim a s, vi t l tng cng l 79.8%. Trong , t l mu c mc thu nhp

41

t 2 triu n 4 triu chim 43.5% v mc thu nhp t 4 triu n 7 triu chim


36.3%.
4.2.

nh gi thang o bng h s tin cy Cronbach alpha:

4.2.1.

Kt qu phn tch thang o cht lng dch v theo m hnh

SERVQUAL:
Bng 4.2: H s Cronbach alpha ca cc thnh phn thang o theo m hnh
SERVQUAL.
Bin quan st

Trung bnh

Phng sai

thang o nu

thang o nu

loi bin

loi bin

Tng quan bin

Bnh phng h

Alpha nu

tng

s tng quan bi

loi bin ny

Thnh phn tin cy (RLI): Alpha = .7721


RLI01

20.4615

20.1570

.6605

.4755

.6933

RLI02

21.0205

21.1542

.5134

.2783

.7404

RLI03

20.4462

20.5680

.5741

.4198

.7202

RLI04

20.6256

20.2663

.6085

.4336

.7088

RLI05

21.2000

20.9856

.4022

.1883

.7871

Thnh phn p ng (RSP): Alpha = .8262


RSP06

9.8000

6.0990

.7463

.5844

.6956

RSP07

9.8205

6.3233

.7106

.5534

.7326

RSP08

10.5744

6.7096

.5975

.3606

.8449

Thnh phn nng lc phc v (ASR): Alpha = .8146


ASR09

15.8359

9.7152

.6725

.4710

.7486

ASR10

15.6256

11.2663

.5360

.2962

.8111

ASR11

15.5128

9.6841

.7356

.5527

.7170

ASR12

15.6103

11.1463

.6009

.3955

.7825

Thnh phn ng cm (EMP): Alpha = .8692


EMP13

12.7128

16.5666

.7354

.5867

.8273

EMP14

12.8154

15.9142

.7331

.5514

.8284

EMP15

12.9436

16.3112

.7639

.5980

.8160

EMP16

12.7897

17.2391

.6559

.4596

.8585

Thnh phn phng tin hu hnh (TNG): Alpha = .8205


TNG17

21.1128

15.1522

.6343

.4391

.7793

TNG18

21.2974

15.0451

.5985

.4228

.7894

TNG19

20.5692

15.8753

.5758

.3623

.7959

TNG20

21.2769

14.6961

.6668

.4671

.7694

TNG21

21.4872

14.2717

.5984

.3938

.7918

42

Thnh phn tin cy gm 5 bin quan st l RLI01, RLI02, RLI03, RLI04,


RLI05. C 5 bin ny u c h s tng quan bin tng ln hn 0.3 nn c chp
nhn. Ngoi ra, h s Cronbach alpha 0.7721 (ln hn 0.6) nn thang o thnh phn
tin cy t yu cu. Cc bin ny c a vo phn tch nhn t tip theo.
Thnh phn p ng gm 3 bin quan st (RSP06, RSP07, RSP08). C 3 bin
ny u c h s tng quan bin tng ln hn 0.3 nn c chp nhn. Ngoi ra,
h s Cronbach alpha kh cao 0.826 (ln hn 0.6) nn thang o thnh phn p ng
t yu cu. Cc bin ny c a vo phn tch nhn t tip theo.
Thnh phn nng lc phc v gm 4 bin quan st (ASR09, ASR10, ASR11,
ASR12). C 4 bin ny u c h s tng quan bin tng ln hn 0.3 nn c
chp nhn. Ngoi ra, h s Cronbach alpha kh cao 0. 8146 (ln hn 0.6) nn thang
o thnh phn nng lc phc v t yu cu. Cc bin ny c a vo phn tch
nhn t tip theo.
Thnh phn ng cm gm 4 bin quan st (EMP13, EMP14, EMP15,
EMP16). C 4 bin ny u c h s tng quan bin tng ln hn 0.3 nn c
chp nhn. Ngoi ra, h s Cronbach alpha kh cao 0. 8692 (ln hn 0.6) nn thang
o thnh phn ng cm t yu cu. Cc bin ny c a vo phn tch nhn t
tip theo.
Thnh phn phng tin hu hnh gm 5 bin quan st (TNG17, TNG18,
TNG19, TNG20, TNG21). C 5 bin ny u c h s tng quan bin tng ln
hn 0.3 nn c chp nhn. Ngoi ra, h s Cronbach alpha kh cao 0. 8205 (ln
hn 0.6) nn thang o thnh phn phng tin hu hnh t yu cu. Cc bin ny
c a vo phn tch nhn t tip theo.
Nhn chung, h s Cronbach alpha ca cc thnh phn cht lng dch v theo
m hnh SERVQUAL u ln hn 0.8, ngoi tr ch thnh phn tin cy 0.7721 (nh
hn 0.8 ) cho thy y l mt thang o lng tt.
4.2.2.

Kt qu phn tch thang o cht lng dch v theo m hnh Cht

lng k thut/ Cht lng chc nng:

43

Thnh phn cht lng chc nng gm 6 bin (t bin FQU22 n bin
FQU27). C 6 bin ny u c h s tng quan bin tng ln hn 0.3 nn c
chp nhn. Ngoi ra, h s Cronbach alpha kh cao 0. 8430 (ln hn 0.6) nn thang
o thnh phn cht lng chc nng t yu cu. Cc bin ny c a vo phn
tch nhn t tip theo.
Thnh phn cht lng k thut gm 7 bin (t bin TQU28 n bin TQU34).
C 7 bin ny u c h s tng quan bin tng ln hn 0.3 nn c chp nhn.
Ngoi ra, h s Cronbach alpha kh cao 0. 8430 (ln hn 0.6) nn thang o thnh
phn cht lng k thut t yu cu. Cc bin ny c a vo phn tch nhn t
tip theo.
H s Cronbach alpha ca c hai thnh phn cht lng dch v chc nng v
cht lng dch v k thut u ln hn 0.8 nn y l thang o lng kh tt.
Bng 4.3 : H s Cronbach alpha ca cc thnh phn thang o theo m hnh Cht
lng k thut/ Cht lng chc nng.
Bin quan st

Trung bnh

Phng sai

thang o nu

thang o nu

loi bin

loi bin

Tng quan bin


tng

Bnh phng h
s tng quan
bi

Alpha nu
loi bin ny

Thnh phn cht lng chc nng (FQU): Alpha = .8430


FQU22

27.1333

21.4873

.6314

.4535

.8153

FQU23

27.2872

22.1336

.6263

.4072

.8166

FQU24

26.5590

23.7220

.4938

.3022

.8401

FQU25

27.1333

20.2605

.7361

.5576

.7935

FQU26

27.5282

20.6319

.6613

.4895

.7935

FQU27

26.9744

22.2107

.5823

.3775

.8248

Thnh phn cht lng k thut (TQU): Alpha = .8430


TQU28

29.6872

41.2470

.6472

.4509

.8182

TQU29

30.2308

38.9207

.5367

.2952

.8321

TQU30

29.9436

39.9504

.5717

.4203

.8253

TQU31

30.0974

37.4698

.6610

.4775

.8113

TQU32

30.1333

38.8378

.5374

.3378

.8321

TQU33

29.8000

39.1196

.6768

.5022

.8108

TQU34

30.5692

38.2774

.6040

.3820

.8206

44

4.2.3.

Kt qu phn tch thang o s tha mn:

Thang o s tha mn gm 3 bin (SAS35, SAS36, SAS37). C 3 bin ny


u c h s tng quan bin tng ln hn 0.3 nn c chp nhn. Ngoi ra, h s
Cronbach alpha kh cao 0. 8143 (ln hn 0.6) nn thang o thnh phn tin cy t
yu cu v l thang o kh tt (ln hn 0.8). Cc bin ny c a vo phn tch
nhn t tip theo
Bng 4.4 : H s Cronbach alpha ca thnh phn thang s tha mn ca khch
hng.
Bin quan st

Trung bnh

Phng sai

thang o nu

thang o nu

loi bin

loi bin

Tng quan bin

Bnh phng h

Alpha nu

tng

s tng quan bi

loi bin ny

Thnh phn s tha mn (SAS): Alpha = .8143


SAS35

10.7026

5.6224

.6607

.4442

.7545

SAS36

10.9077

4.0533

.7272

.5290

.6958

SAS37

10.1128

5.7913

.6454

.4222

.7705

4.3.

nh gi thang o bng phn tch nhn t khm ph EFA:


Sau khi kim tra tin cy ca cc thang o, phn tch nhn t khm ph c

tin hnh. Phng php rt trch c chn phn tch nhn t l phng php
principal components vi php quay varimax.
4.3.1.

Thang o cht lng dch v theo m hnh SERVQUAL:

Thang o cht lng dch v ngn hng in t theo m hnh SERVQUAL


gm 5 thnh phn chnh v c o bng 21 bin quan st. Sau khi kim tra mc
tin cy bng Cronbach alpha, 21 bin quan st u m bo tin cy. Phn tch
nhn t khm ph EFA c s dng nh gi li mc hi t ca cc bin
quan st theo cc thnh phn.
Kim nh KMO v Bartlett's trong phn tch nhn t cho thy h s KMO kh
cao (bng 0.911 > 0.5) vi mc ngha bng 0 (sig = 0.000) cho thy phn tch
nhn t EFA rt thch hp.
Ti cc mc gi tr Eigenvalues ln hn 1 v vi phng php rt trch
principal components v php quay varimax, phn tch nhn t trch c 4 nhn

45

t t 21 bin quan st v vi phng sai trch l 64.758% (ln hn 50%) t yu


cu.
Da trn phn tch ca bng Rotated Component Matrix(a) (ph lc 4.1), bin
RLI05, ASR10 b loi do c h s ti nhn t nh hn 0.5; bin RLI02 c hai h s
ti nhn t l 0.505 (nhm 1) v 0.415 (thuc nhm 4), mc d c h s ti nhn t
ln hn 0.5 (nhm 1) mt cht nhng so vi cc bin cng nhm 1 (RSP06, RSP07,
RSP08, ASR09, ASR11, ASR12) khng cao v khng c s chnh lch r rt gia
hai h s ti nhn t thuc nhm 1 v nhm 4 nn c kh nng bin RLI02 to nn
vic rt trch nhn t gi. Do , bin RLI02 b loi; bin TNG19 c hai h s ti
nhn t 0.544 (nhm 1) v 0,586 (nhm 3) ln hn 0.5 nhng li khng c s chnh
lch r rng gia hai h s ti nhn t trn nn bin ny cng b loi khi phn tch.
Bng 4.5: Kt qu phn tch nhn t khm ph thang o cht lng dch v ngn
hng in t theo m hnh SERVQUAL ln 2.
Bin quan st
rsp07
rsp06
asr11
asr09
rsp08
asr12
emp15
emp14
emp13
emp16
tng17
tng18
tng20
tng21
rli03
rli04
rli01
Eigenvalues
Phng sai rt trch (%)
Cronback alpha

Yu t
1
.827
.773
.724
.713
.653
.634

.834
.804
.798
.664
.805
.756
.711
.556
.875
.766
.697
7.373
22.868
.8950

1.955
18.558
.8692

1.483
15.387
.7959

1.035
12.869
.8024

46

Sau khi loi cc bin khng t yu cu trong phn tch nhn t khm ph,
thang o cht lng dch v ngn hng in t theo m hnh SERVQUAL c o
lng bng 17 bin quan st. Kt qu phn tch nhn t ln 2 cho thy tng phng
sai rt trch da trn 4 nhn t c Eigenvalues ln 1 l bng 69.683%, cho thy
phng sai rt trch t chun (>50%).
Bng 4.5 cho thy, thang o thnh phn p ng v thnh phn nng lc phc
v gp li chung li thnh mt yu t do hai thnh phn ny khng t gi tr phn
bit. Nh vy, 5 thnh phn cht lng dch v theo m hnh SEVQUAL tr thnh
4 thnh phn khi nh gi cht lng dch v ngn hng in t nh sau: tin cy,
p ng v nng lc phc v, ng cm, phng tin hu hnh. Vi tng phng
sai rt trch l 69.683% cho bit 4 nhn t ny gii thch c 69.683% bin thin
ca d liu.
4.3.2.

Thang o cht lng dch v theo m hnh Cht lng k thut/

Cht lng chc nng:


Thang o cht lng dch v ngn hng in t theo m hnh Cht lng k
thut/ Cht lng chc nng gm 2 thnh phn chnh v c o bng 13 bin quan
st. Sau khi kim tra mc tin cy bng Cronbach alpha, 13 bin quan st u
m bo tin cy. Phn tch nhn t khm ph EFA c s dng nh gi li
mc hi t ca cc bin quan st theo cc thnh phn.
Kim nh KMO v Bartlett's trong phn tch nhn t cho thy h s KMO kh
cao (bng 0.916 > 0.5) vi mc ngha bng 0 (sig = 0.000) cho thy phn tch
nhn t EFA rt thch hp.
Ti cc mc gi tr Eigenvalues ln hn 1 v vi phng php rt trch
principal components v php quay varimax, phn tch nhn t trch c 2 nhn
t t 13 bin quan st v vi phng sai trch l 55.693% (ln hn 50%) t yu
cu.
Da trn phn tch ca bng Rotated Component Matrix(a) (ph lc 4.3), bin
TQU28 c h s ti nhn t l 0.529 (nhm 1) v 0.563 (nhm 2) v c hai h s

47

ny u ln hn 0.5 nhng li khng c s chnh lch r rt nn c kh nng bin


TQU28 to nn vic rt trch nhn t gi. Do , bin TQU28 b loi khi phn tch.
Bng 4.6: Kt qu phn tch nhn t khm ph thang o cht lng dch v ngn
hng in t theo m hnh Cht lng k thut/ Cht lng chc nng ln 2.
Bin quan st

Yu t
1

fqu25

.792

fqu24

.724

fqu27

.689

fqu23

.683

fqu22

.657

fqu26

.616

tqu29

.747

tqu31

.717

tqu32

.698

tqu34

.654

tqu33

.625

tqu30

.558

Eigenvalues
Phng sai rt trch (%)
Cronback alpha

5.450

1.238

28.879

26.854

.8430

.8182

Sau khi loi cc bin khng t yu cu trong phn tch nhn t khm ph,
thang o cht lng dch v ngn hng in t theo m hnh Cht lng k thut/
Cht lng chc nng c o lng bng 12 bin quan st. Kt qu phn tch nhn
t ln 2 cho thy tng phng sai rt trch da trn 2 nhn t c Eigenvalues ln 1
l bng 55.734%, cho thy phng sai rt trch t chun (>50%).
Vi tng phng sai rt trch l 55.734% cho bit 2 nhn t ny gii thch
c 55.734% bin thin ca d liu.
4.3.3.

Thang o s tha mn:

Thang o s tha mn gm 3 bin quan st. Sau khi t tin cy khi kim tra
bng Cronbach alpha. Phn tch nhn t khm ph EFA c s dng kim nh
li mc hi t ca cc bin quan st.

48

Kim nh KMO v Bartlett's trong phn tch nhn t cho thy h s KMO
0.704 (>0.5) vi mc ngha bng 0 (sig = 0.000) cho thy phn tch nhn t EFA
rt thch hp.
Bng 4.7: Kt qu phn tch nhn t khm ph thang o s tha mn ca khch
hng.
Bin quan st

Yu t
1

sas36
sas35
sas37

.889
.846
.837

Eigenvalues
Phng sai rt trch (%)
Cronback alpha

2.206
73.535
.8143

Vi phng php rt trch nhn t principal components v php quay


Varimax trch c 1 nhn t duy nht vi h s ti nhn t ca cc bin kh cao
(u ln hn 0.8).
4.3.4.

M hnh hiu chnh ln 1:

Theo phn tch EFA phn trn, hai thnh phn p ng v nng lc phc v
ca m hnh SERVQUAL gp li thnh mt thnh phn do chng khng t c
gi tr phn bit. Do vy, m hnh l thuyt c hiu chnh li cho ph hp vi
cht lng dch v ngn hng in t v thc hin kim nghim tip theo.

49

Tin cy

H1.1

H2.1
p ng + Nng lc
phc v

Cht lng chc nng

H1.2
S tha mn ca
khch hng

ng cm

H1.4
H2.2

Phng tin hu hnh

Cht lng k thut

H1.5

M hnh 4.1a

M hnh 2.4b

Hnh 4.1: M hnh mi quan h gia cht lng dch v ngn hng in t v s
tha mn ca khch hng - hiu chnh ln 1.
Mt s gi thuyt khi tin hnh nghin cu m hnh hiu chnh:
-

Cc gi thuyt H1.1, H1.4, H1.5, H2.1, H2.2 c gi nh c.

Gi thuyt H1.2: Thnh phn p ng & nng lc phc v c khch


hng nh gi cng cao th s tha mn ca khch hng cng cao v
ngc li. Hay ni cch khc, thnh phn p ng & nng lc phc v v
s tha mn ca khch hng c quan h cng chiu.

Gi thuyt H2: M hnh 4.1a v 2.4b o lng s tha mn ca khch


hng v cht lng dch v ngn hng in t ca cc ngn hng thng
mi trn a bn Thnh ph H Ch Minh l tt nh nhau.

4.4.

Kim nh m hnh nghin cu bng phn tch hi quy bi:

4.4.1.

M hnh SERVQUAL:

4.4.1.1.

Xem xt ma trn tng quan gia cc bin:

Trc khi tin hnh phn tch hi quy tuyn tnh bi, mi tng quan tuyn
tnh gia cc bin cn phi c xem xt.

50

Bng 4.8: Ma trn tng quan gia cc bin (M hnh SERVQUAL).


Pearson
Correlation

Sig. (1-tailed)

SAS

SAS
1.000

RLI

RSP.ASR

EMP

TNG

RLI

.379

1.000

RSP.ASR

.593

.540

1.000

EMP

.505

.256

.582

1.000

.543

TNG

.609

.422

.545

.543

1.000

SAS

RLI

.000

RSP.ASR

.000

.000

EMP

.000

.000

.000

TNG

.000

.000

.000

.000

Ma trn ny cho thy mi tng quan gia bin s tha mn SAS (bin ph
thuc) vi tng bin c lp, cng nh tng quan gia cc bin c lp vi nhau.
H s tng quan gia bin s tha mn vi cc bin khc u ln hn 0.3. Nhn s
b, ta c th kt lun cc bin c lp (bin tin cy, bin p ng v nng lc phc
v, bin ng cm v bin phng tin hu hnh) c th a vo m hnh gii
thch cho bin s tha mn. Ngoi ra, h s tng quan gia cc bin tin cy, bin
p ng v nng lc phc v, bin ng cm v bin phng tin hu hnh u ln
hn 0.3 (ngoi tr h s tng quan gia bin tin cy v bin ng cm) nn mi
quan h gia cc bin ny cn phi xem xt k trong phn phn tch hi quy tuyn
tnh bi di y nhm trnh hin tng a cng tuyn gia cc bin c lp.
4.4.1.2.

Phn tch hi quy bi:

Bng 4.9 cho thy, tr thng k F c tnh t R square ca m hnh vi mc


ngha quan st rt nh (sig = 0) cho thy m hnh hi quy tuyn tnh bi ph hp
vi tp d liu v c th s dng c.
H s R2 hiu chnh = 0.465 ngha l m hnh hi quy tuyn tnh bi xy
dng ph hp vi tp d liu l 46.5%. Ni cch khc, khong 46.5% khc bit ca
mc tha mn quan st c th c gii thch bi s khc bit ca 4 thnh phn
tin cy, p ng v nng lc phc v, ng cm v phng tin hu hnh.

51

Bng 4.9: Thng k phn tch cc h s hi quy (M hnh SERVQUAL).


Model Summary(b)
Std.
Change Statistics
Error of
R
R
Adjusted
the
Square
F
Model
R
Square R Square Estimate
Change
Change
df1
df2
1
0.465
0.79404
0.476
43.224
4
190
0.690
0.476
a. Predictors: (Constant), TNG, RLI, EMP, RSP.ASR
b. Dependent Variable: SAS

Sig. F
Change
0.000

ANOVA(b)

Model
1

Regression
Residual

Sum of
Squares
109.011

df

119.796

Mean Square
27.253

190

.631

F
43.224

Sig.
.000(a)

Total

228.807
194
a Predictors: (Constant), TNG, RLI, EMP, RSP.ASR
b Dependent Variable: SAS

Kim tra phn d cho thy phn phi phn d xp x chun vi trung bnh
Mean = 0 v lch chun Std. Dev. = 0.99 tc l gn bng mt (ph lc 5.1), do
c th kt lun rng gi thuyt phn phi chun khng b vi phm khi s dng
phng php hi quy bi.
Bng 4.10: Cc thng s thng k ca tng bin trong phng trnh (M hnh
SERVQUAL).
Unstandardized
Coefficients
Model
1

B
(Constant)

1.133

Std.
Error

Standardized
Coefficients
Beta

0.339

Collinearity
Statistics

Correlations
t

Sig.

3.340

0.001

Zeroorder

Partial

Part

Tolerance

VIF

RLI

0.024

0.057

0.028

0.430

0.668

0.379

0.031

0.023

0.668

1.497

RSP.ASR

0.307

0.075

0.311

4.095

0.000

0.593

0.285

0.215

0.478

2.093

EMP

0.099

0.057

0.120

1.739

0.084

0.505

0.125

0.091

0.574

1.741

TNG

0.395

0.074

0.362

5.320

0.000

0.609

0.360

0.279

0.594

1.682

a. Dependent Variable: SAS

H s phng i phng sai VIF (Variance inflation factor VIF) rt kh (nh


hn 10) cho thy cc bin c lp ny khng c quan h chc ch vi nhau nn

52

khng c hin tng a cng tuyn xy ra. Do , mi quan h gia cc bin c


lp khng nh hng ng k n kt qu gii thch ca m hnh hi quy.
Bng 4.10 cho ta hm hi quy c dng nh sau:
SAS = 1.133 + 0.024RLI + 0.307RSP.ASR + 0.099EMP + 0.395TNG
Trong : SAS: s tha mn ca khch hng, RLI: tin cy; RSP.ASR: p ng
v nng lc phc v, EMP: ng cm, TNG: phng tin hu hnh.
Cc h s hi quy mang du dng th hin cc yu t trong m hnh hi quy
trn nh hng t l thun n s tha mn ca khch hng.
Trong bn thnh phn o lng s tha mn nu trn, ch c 2 thnh phn c
nh hng ng k n mc tha mn ca khch hng, l thnh phn p ng
v nng lc phc v v thnh phn phng tin hu hnh (vi mc ngha sig <
0.05). Hai thnh phn cn li, thnh phn tin cy (sig bng 0.668) v thnh phn
ng cm (sig bng 0.084) u c mc ngha ln hn 5% nn c hai thnh phn
ny khng nh hng ng k n mc tha mn ca khch hng. Tc l, ta ch
chp nhn 2 trong s 4 gi thuyt t ra, l gi thuyt H1.2 v H1.5.
Nh vy, phng trnh hi quy tuyn tnh c vit li nh sau:
SAS = 1.133 + 0.307RSP.ASR + 0.395TNG
Hay phng trnh hi quy tuyn tnh c trch theo h s Beta chun c dng
nh sau:
SAS =0.311RSP.ASR + 0.362TNG
H s Beta ca thnh phn phng tin hu hnh ln hn h s Beta ca thnh
phn p ng v nng lc phc v mt cht. Do vy, i vi cht lng dch v
ngn hng in t th thnh phn phng tin hu hnh c tc ng n s tha mn
ca khch hng nhiu hn thnh phn p ng v nng lc phc v mt cht.
4.4.2.

M hnh Cht lng k thut/ Cht lng chc nng:

4.4.2.1.

Xem xt ma trn tng quan gia cc bin:

Tng t nh m hnh SEVQUAL, trc ht ta xt mi tng quan tuyn tnh


gia cc bin. H s tng quan gia bin s tha mn v cc bin c lp (bin
cht lng k thut v bin cht lng chc nng) kh cao . Nhn s b, ta c th

53

kt lun cc bin c lp c th a vo m hnh gii thch cho bin s tha


mn. Tuy nhin, h s tng quan gia bin cht lng k thut v bin cht lng
chc nng cng kh cao (bng 0.650) nn mi quan h gia cc bin ny cn phi
xem xt k trong phn phn tch hi quy tuyn tnh bi di y nhm trnh hin
tng a cng tuyn gia hai bin c lp ny.
Bng 4.11: Ma trn tng quan gia cc bin (M hnh Cht lng k thut/ Cht
lng chc nng).
Pearson
Correlation
Sig. (1-tailed)

4.4.2.2.

SAS

SAS
1.000

FQU

TQU

FQU

.640

1.000

TQU

.704

.650

1.000

SAS

.000

.000

FQU

.000

.000

TQU

.000

.000

Phn tch hi quy bi:

Bng 4.12: Thng k phn tch cc h s hi quy (M hnh Cht lng k thut/
Cht lng chc nng).
Model Summary(b)
Change Statistics

Model
1

R
0.744

R
Square
0.553

Adjusted
R
Square
0.549

Std. Error
of the
Estimate
0.72953

R
Square
Change
0.553

F
Change
118.955

df1
2

df2
192

a. Predictors: (Constant), TQU, FQU


b. Dependent Variable: SAS
ANOVA(b)

Model
1

Sum of
Squares
126.621

Mean Square
63.310

102.186

192

.532

228.807
a Predictors: (Constant), TQU, FQU
b Dependent Variable: SAS

194

Regression
Residual
Total

df

F
118.955

Sig.
.000(a)

Sig. F
Change
0.000

54

Bng 4.12 cho thy, tr thng k F c tnh t R square ca m hnh vi mc


ngha quan st rt nh (sig = 0) cho thy m hnh hi quy tuyn tnh bi ph hp
vi tp d liu v c th s dng c.
H s R2 hiu chnh = 0.549 ngha l m hnh hi quy tuyn tnh bi xy
dng ph hp vi tp d liu l 54.9%. Ni cch khc, khong 54.9% khc bit ca
mc tha mn quan st c th c gii thch bi s khc bit ca 2 thnh phn
cht lng k thut v cht lng chc nng.
Kim tra phn d cho thy phn phi phn d xp x chun c trung bnh
Mean = 0 v lch chun Std. Dev. = 0.99 tc l gn bng mt (ph lc 5.2), do
c th kt lun rng gi thuyt phn phi chun khng b vi phm khi s dng
phng php hi quy bi.
Bng 4.13: Cc thng s thng k ca tng bin trong phng trnh (M hnh Cht
lng k thut/ Cht lng chc nng).
Unstandardized
Coefficients
Model
1

B
(Constant)

Std.
Error

Standardized
Coefficients

Collinearity
Statistics

Correlations
t

Sig.

2.379

0.018

Beta

Zeroorder

Partial

Part

Tolerance

VIF

0.757

0.318

FQU

0.374

0.075

0.317

4.987

0.000

0.640

0.339

0.241

0.577

1.732

TQU

0.505

0.064

0.498

7.848

0.000

0.704

0.493

0.378

0.577

1.732

a. Dependent Variable: SAS

H s phng i phng sai VIF (Variance inflation factor VIF) rt kh (nh


hn 10) cho thy 2 bin c lp ny khng c quan h chc ch vi nhau nn khng
c hin tng a cng tuyn. Do , mi quan h gia thnh phn cht lng k
thut v cht lng chc nng khng nh hng ng k n kt qu gii thch ca
m hnh.
Bng 4.13 cho ta hm hi quy c dng nh sau:
SAS = 0.757 + 374FQU + 0.505TQU
Hay phng trnh hi quy tuyn tnh c trch theo h s Beta chun c dng
nh sau:

55

SAS = 0.317FQU + 0.498TQU


Trong : FQU: thnh phn cht lng chc nng; TQU: thnh phn cht
lng k thut
Cc h s hi quy mang du dng th hin cc yu t trong m hnh hi quy
trn c quan h t l thun n s tha mn ca khch hng. C hai thnh phn cht
lng k thut v thnh phn cht lng chc nng u c nh hng ng k n
s tha mn ca khch hng (c mc ngha sig. < 0.05) .Tc l, gi thuyt H2.1,
H2.2 t ra trong m hnh nghin cu c chp nhn.
H s beta ca thnh phn cht lng k thut ln hn h s beta ca thnh
phn cht lng chc nng. Do vy, i vi cht lng dch v ngn hng in t
th cht lng k thut c tc ng n s tha mn ca khch hng nhiu hn cht
lng chc nng.
Nhn xt: kt qu kim nh hai m hnh nghin cu cho thy c hai m hnh
u c hai thnh phn tc ng n s tha mn ca khch hng v cht lng dch
v ngn hng in t. i vi m hnh SERVQUAL, thnh phn phng tin hu
hnh c tc ng n s tha mn ca khch hng nhiu hn thnh phn p ng v
nng lc phc v mt cht. i vi m hnh Cht lng k thut/ Cht lng chc
nng th thnh phn cht lng k thut c tc ng n s tha mn ca khch
hng nhiu hn thnh phn cht lng chc nng.
4.4.3.

M hnh hiu chnh ln 2:

Sau khi phn tch hi quy bi, m hnh SERVQUAL cho thy ch c thnh
phn p ng v nng lc phc v v thnh phn phng tin hu hnh l c tc
ng n s tha mn ca khch hng. Do vy, m hnh l thuyt c iu chnh
li cho ph hp vi cht lng dch v ngn hng in t nh sau:

56

p ng + Nng lc
phc v

0.317

0.311

Cht lng chc nng

S tha mn ca
khch hng

Phng tin hu hnh

0.362

M hnh 4.2a
R2 hiu chnh = 0.465
Sig. = 0.000

0.498

Cht lng k thut

M hnh 2.4b
R2 hiu chnh = 0.549
Sig. = 0.000

Hnh 4.2: M hnh mi quan h gia cht lng dch v ngn hng in t v s
tha mn ca khch hng hiu chnh ln 2.
Gi thuyt t ra cho m hnh ny (Hnh 4.2) l H3: M hnh 4.2a v 2.4b o
lng s tha mn ca khch hng v cht lng dch v ngn hng in t ca cc
ngn hng thng mi trn a bn Thnh ph H Ch Minh l tt nh nhau.
4.5.

So snh gia m hnh SERVQUAL v m hnh Cht lng k thut/

Cht lng chc nng:


Hai m hnh cht lng trn u c tr thng k F vi mc ngha quan st rt
nh (sig = 0) cho thy c hai m hnh hi quy tuyn tnh bi ph hp vi tp d liu
v c th s dng c.
so snh hai m hnh cht lng trn ta s dng gi tr R2 hiu chnh
nh gi mc ph hp ca m hnh hi quy tuyn tnh a bin. M hnh no c
R2 hiu chnh cng ln hn th mc ph hp ca m hnh cng cao.
M hnh Cht lng k thut/ Cht lng chc nng c R2 hiu chnh (=
0.549) ln hn R2 hiu chnh ca m hnh SEVQUAL (= 0.465) nn m hnh Cht
lng k thut/ Cht lng chc nng dng gii thch s tha mn ca khch

57

hng v cht lng dch v ngn hng in t tt hn m hnh SERVQUAL. V v


vy gi thuyt H3 trn b loi.
Kt lun: m hnh M hnh Cht lng k thut/ Cht lng chc nng c
chn gii thch s tha mn ca khch hng v cht lng dch v ngn hng
in t. Vi R2 hiu chnh = 54.9% cho thy c 54.9% s tha mn ca khch hng
v cht lng dch v ngn hng in t c gii thch bi thnh phn cht lng
k thut v cht lng chc nng. V m hnh ny c chn gii thch kt qu
cho phn tip theo.
4.6.

Gii thch s tha mn ca khch hng v cht lng dch v ngn

hng in t ca cc ngn hng thng mi trn a bn Thnh ph H Ch


Minh:
Phng trnh hi quy tuyn tnh th hin s tha mn ca khch hng v cht
lng dch v ngn hng in t theo thnh phn cht lng k thut v thnh phn
cht lng chc nng theo phng php hi quy Enter nh sau:
SAS = 0.757 + 0.374FQU + 0.505TQU
phn nh kt qu chnh xc hn do khng ph thuc vo n v o lng
ca cc bin c lp, h s Beta chun ha c s dng trong phng php hi
quy. Phng trnh hi quy tuyn tnh c trch theo h s Beta chun c dng nh
sau:
SAS = 0.317FQU + 0.498TQU
Kt qu cho thy, thnh phn cht lng k thut c h s Beta chun ha
(bng 0.498) cao hn h s Beta chun ha ca thnh phn cht lng chc nng
(bng 0.371) nn thnh phn cht lng k thut nh hng n s tha mn ca
khch hng v cht lng dch v ngn hng in nhiu hn so vi thnh phn cht
lng chc nng. Nh vy, i vi dch v ngn hng in t l dch v ng dng
cng ngh v cng l dch v m kh nng tip xc ca khch hng v nhn vin
ngn hng rt t th nhng thnh phn thuc v cht lng k thut nh cng ngh
ngn hng, cng ngh thng tin, mng li giao dch, c tc ng mnh n s
tha mn ca khch hng.

58

Thng k m t cho thy gi tr trung bnh (mean) ca thnh phn cht lng
chc nng cao hn ca thnh phn cht lng k thut. Cc gi tr trung bnh ny
nm trong khong t 5 n 6. Do , thun tin cho vic xem xt, ta quy c:
-

Mean di 4: mc di trung bnh.

Mean t 4 n di 5: mc trung bnh.

Mean t 5 n di 6: mc cao.

Mean t 6 n 7: mc rt cao.

Vi mc quy c trn, thnh phn cht lng chc nng c nh gi mc


cao (bng 5.4205), cao hn thnh phn cht lng k thut c nh gi mc
trung bnh (bng 4.9479).
Bng 4.14: Thng k m t (M hnh Cht lng k thut/ Cht lng chc nng).
N

Minimum

Maximum

195

2.17

7.00

5.4205

.91824

195

1.83

6.83

4.9479

1.07040

SAS

195

2.00

7.00

5.2872

1.08601

Valid N (listwise)

195

FQU
TQU

7
6

5.9641
5.3897

5.2359

FQU22

FQU23

5.3897

4.9949

Mean

Std. Deviation

5.5487

4
3
2
1
0
FQU24

FQU25

FQU26

FQU27

th 4.1: Gi tr trung bnh (mean) ca cc bin quan st thuc thnh phn cht
lng chc nng.
C th hn, thnh phn chc nng gm 6 bin quan st u c nh gi
mc cao nu ta lm trn nh gi ca bin FQU26 (bng 4.9949) thnh 5. Cho thy,
khch hng nh gi kh cao v thi , cung cch phc v v kin thc v chuyn

59

mn ca ngn hng ni chung v nhn vin ngn hng ni ring. Bin quan st
FQU24 (bng 5.9641) c nh gi cao nht trong thnh phn cht lng chc
nng cho thy khch hng nh gi cao v kh nng bo mt thng tin ca ngn
hng.

7
6
5

4.8462

5.1333

4.9795

4.9436

TQU31

TQU32

5.2769
4.5077

4
3
2
1
0
TQU29

TQU30

TQU33

TQU34

th 4.2: Gi tr trung bnh (mean) ca cc bin quan st thuc thnh phn cht
lng k thut
Thnh phn cht lng k thut bao gm 6 bin quan st. Bin TQU30 (chi ph
ca dch v ngn hng in t) v TQU33 (s d dng v thun tin khi s dng
dch v) c khch hng nh gi mc cao. Nhng bin cn li l iu kin thu
chi ti khon th (TQU29), li sut ngn hng cnh tranh (TQU31), thng bo kt
qu giao dch v s d cho khch hng (TQU32), quan tm n nhu cu pht sinh
ca khch hng (TQU34) th c nh gi mc trung bnh. Ngn hng nn ch
ci tin dch v ngn hng in t cc mt ny.
Tm li, s tha mn ca khch hng v cht lng dch v ngn hng in t
b nh hng bi hai thnh phn: cht lng k thut v cht lng chc nng.
Trong , thnh phn cht lng k thut tc ng n s tha mn ca khch hng
nhiu hn thnh phn cht lng chc nng nhng khch hng li nh gi thnh
phn cht lng k thut ch mc trung bnh nn ngn hng cn ch u tin ci
tin thnh phn ny gia tng s tha mn ca khch hng.

60

4.7.

Nhn xt kt qu ca nghin cu ny vi cc kt qu nghin cu

trc:
Cc nghin cu trc s dng hai m hnh cht lng dch v SERVQUAL v
m hnh Cht lng k thut/ Cht lng chc nng, c th:
Lassar & ctg (2000) vi ti s tha mn v cm nhn cht lng dch v
ngn hng ca cc ngn hng t nhn ti M kt lun rng m hnh Cht lng
k thut/ Cht lng chc nng gii thch tt hn m hnh SERVQUAL i vi lnh
vc ngn hng lnh vc dch v mang tnh cht tip xc cao. Trong , thnh phn
cht lng chc nng tc ng n s tha mn ca khch hng nhiu hn thnh
phn cht lng k thut.
Trn Xun Thu Hng (2007) cng thc hin so snh hai m hnh cht
lng ny trong lnh vc dch v th vin i hc lnh vc m mc tip xc
gia nhn vin th vin v sinh vin khng cao, kt qu cho thy m hnh
SERVQUAL (vi h s R2 hiu chnh = 0.734) gii thch tt hn m hnh Cht
lng k thut/ Cht lng chc nng (vi h s R2 hiu chnh = 0. 682). Kt qu
cho thy m hnh SERVQUAL c hai thnh phn chu o v phng tin hu hnh
nh hng n s tha mn ca sinh vin v cht lng dch v th vin i hc
thuc i Hc Quc Gia Thnh ph H Ch Minh.
Bng 4.15: So snh kt qu nghin cu.
H s Beta
Nghin cu ca
Lassar & ctg (2000)
Nguyn Th Phng Trm (2008)

Cht lng chc nng

Cht lng k thut

0.760
0.317

0.220
0.498

R2 iu chnh
0.770
0.549

Vi ti Cht lng dch v ngn hng in t: so snh gia m hnh


SERVQUAL v m hnh Gronroos, kt qu nghin cu cho thy m hnh Cht
lng k thut/ Cht lng chc nng gii thch tt hn m hnh SERVQUAL i
vi dch v ngn hng in t. So vi nghin cu ca Lassar, h s R2 iu chnh
ca nghin cu ny (bng 0.549) nh hn h s R2 iu chnh ca Lassar & ctg

61

(bng 0.770) cho thy m hnh Gronroos gii thch c s tha mn ca khch
hng v cht lng dch v ngn hng ca cc ngn hng t nhn ti M cao hn so
vi gii thch s tha mn ca khch hng v cht lng dch v ngn hng in t
ca cc ngn hng trn a bn Thnh ph H Ch Minh. iu ny cho thy gii
thch s tha mn ca khch hng v dch v ngn hng in t ca cc ngn hng
trn a bn Thnh ph H Ch Minh th ngoi yu t v cht lng cn c nhng
yu t khc. Nghin cu ca Lassar & ctg cho thy cht lng chc nng (h s
Beta bng 0.760) tc ng n s tha mn ca khch hng v dch v ngn hng
nhiu hn cht lng k thut (h s Beta bng 0.220). Trong khi , nghin cu
ny cho thy cht lng k thut (h s Beta bng 0.498) li tc ng n s tha
mn ca khch hng v cht lng dch v ngn hng in t nhiu hn cht lng
chc nng (h s Beta bng 0.317). S khc bit ny c th l do tnh c th ca
dch v ngn hng in t, l dch v b nh hng nhiu bi cng ngh.
4.8.

Tm tt chng 4:
Chng ny trnh by kt qu kim nh m hnh thang o v m hnh nghin

cu. Qua cc bc kim nh m hnh thang o v m hnh nghin cu khng


nh: (1) M hnh SERVQUAL c 2 thnh phn p ng v nng lc phc v v
thnh phn phng tin hu hnh nh hng n s tha mn ca khch hng v
cht lng dch v ngn hng in t, trong thnh phn phng tin hu hnh tc
ng n s tha mn ca khch hng v cht lng dch v nhiu hn thnh phn
p ng v nng lc phc v. (2) M hnh Cht lng chc nng/ Cht lng k
thut c 2 thnh phn cht lng chc nng v cht lng k thut nh hng n
s tha mn ca khch hng v cht lng dch v ngn hng in t, trong
thnh phn cht lng k thut tc ng n s tha mn ca khch hng v dch v
nhiu hn thnh phn cht lng chc nng.
Kt qu chng ny cng cho thy m hnh Cht lng k thut/ Cht lng
chc nng gii thch s tha mn ca khch hng v cht lng dch v ngn hng
in t tt hn m hnh SERVQUAL.

62

Chng 5: KT LUN
5.1.

Kt lun:
Mc ch chnh ca nghin cu ny l iu chnh v b sung cc thnh phn

ca cht lng dch v ngn hng in t, kim nh v so snh mi quan h gia


cht lng dch v ngn hng in t v s tha mn ca khch hng theo m hnh
SERVQUAL v m hnh Cht lng k thut/ Cht lng chc nng.
Sau khi iu chnh v b sung cc thnh phn thang o, kt qu ca o
lng cho thy cc thang o ca hai m hnh Cht lng SERVQUAL v m hnh
Cht lng k thut/ Cht lng chc nng u t tin cy v gi tr cho php.
Nghin cu ny xc nh c cc thnh phn nh hng n s tha mn
ca khch hng v cht lng dch v ngn hng in t theo m hnh SERVQUAL
v m hnh Cht lng k thut/ Cht lng chc nng. M hnh SERVQUAL c
hai thnh phn nh hng n cht lng dch v ngn hng in t, l thnh
phn p ng v nng lc phc v v thnh phn phng tin hu hnh, trong
thnh phn phng tin hu hnh tc ng n s tha mn ca khch hng v cht
lng dch v nhiu hn thnh phn p ng v nng lc phc v. M hnh Cht
lng chc nng/ Cht lng k thut c 2 thnh phn cht lng chc nng v
cht lng k thut nh hng n s tha mn ca khch hng v cht lng dch
v ngn hng in t, trong thnh phn cht lng k thut tc ng n s tha
mn ca khch hng v dch v nhiu hn thnh phn cht lng chc nng.
Nghin cu cng ch ra c kt qu so snh gia hai m hnh da vo kt
qu phn tch R2 hiu chnh. Nghin cu cho thy p dng m hnh Cht lng k
thut/ Cht lng chc nng o lng s tha mn ca khch hng v cht lng
dch v ngn hng in t tt hn p dng m hnh SERVQUAL.
Cui cng, m hnh l thuyt ny gp phn b sung vo h thng l thuyt v
cht lng dch v ngn hng in t ca cc ngn hng thng mi trn a bn
Thnh ph H Ch Minh.

63

5.2.

Cc hn ch v kin ngh:
Nghin cu c s ng gp tch cc i vi ngn hng trong vic tm hiu

cc yu t tc ng n s tha mn ca khch hng v cht lng dch v ngn


hng in t thng qua vic nghin cu mi quan h gia cht lng dch v ngn
hng in t v s tha mn ca khch hng. Tuy nhin, nghin cu cng c mt s
hn ch nh sau:
Th nht l nghin cu ch c thc hin i vi cc khch hng s dng
dch v ngn hng in t ti cc ngn hng thng mi trn a bn Thnh ph H
Ch Minh nn kh nng tng qut ha cha cao. Kh nng tng qut ha s cao hn
nu nghin cu ny c lp li ti mt s thnh ph khc ti Vit Nam. y l mt
hng cho cc nghin cu tip theo.
Th hai, nghin cu ch tp trung vo i tng l khch hng c nhn vi
nhng tiu ch ring v nh gi cht lng dch v nn kt qu nghin cu khng
th ng dng ng lot cho tt c cc khch hng. Nghin cu ny nn c lp li
vi cc khch hng l doanh nghip v nh vy ta c th tng qut ha c s tha
mn ca khch hng v cht lng dch v ngn hng in t.
Th ba, nghin cu chn mu theo phng php thun tin (l mt trong
nhng phng php chn mu phi xc sut) nn tnh i din cn thp, kh nng
tng qut ha cho m ng cha cao. Nghin cu tip theo nn chn mu theo
phng php phn tng (l mt trong nhng phng php chn mu theo xc sut)
nh vy s khi qut ha v t hiu qu thng k nhiu hn.
Th t, nghin cu ch nh gi thang o bng phng php h s Cronbach
alpha v phng php phn tch yu t khm ph EFA v kim nh m hnh l
thuyt bng phn tch hi quy tuyn tnh bi. o lng thang o v kim nh
m hnh l thuyt tt hn, cc phng php phn tch hin i cn c s dng
nh ng dng m hnh cu trc tuyn tnh SEM.
Cui cng, do mc tiu chnh ca nghin cu l so snh s tha mn ca khch
hng v cht lng dch v ngn hng in t theo hai m hnh cht lng dch v,
nn m hnh nghin cu ch xem xt tc ng ca yu t cht lng n s tha

64

mn ca khch hng v cht lng dch v ngn hng in t l ch yu. C th c


nhiu yu t khc tc ng n s tha mn ca khch hng nh hnh nh doanh
nghip, gi tr khch hng,v.v Vn ny a ra mt hng na cho nghin cu
tip theo.

65

TI LIU THAM KHO


Ting Vit:
1. 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: 6-7.
2. H Tn t (2004), Cc gii php nng cao cht lng dch v tn dng ca
cc ngn hng thng mi trn a bn Thnh ph H Ch Minh, Lun vn
thc s kinh t, Trng i hc Kinh T TP.HCM, Thnh ph H Ch Minh.
3. Trn Xun Thu Hng (2007), Mi quan h gia cht lng dch v th vin v
s tha mn ca sinh vin so snh hai m hnh cht lng dch v
SERVQUAL v Cht lng k thut/ Cht lng chc nng, Lun vn thc s,
Trng i hc Bch Khoa, Thnh ph H Ch Minh.
4. Kotler, P. & Armstrong, G. (2004), Nhng nguyn l tip th (tp 2), Nxb
Thng K.
5. Nguyn nh Th & Nguyn Th Mai Trang (2007), Nghin cu khoa hc
Marketing ng dng m hnh cu trc tuyn tnh SEM, Nxb i Hc Quc
Gia Thnh ph H Ch Minh.
6. Nguyn nh Th & Nguyn Th Mai Trang (2007), Nghin cu th trng,
Nxb i Hc Quc Gia Thnh ph H Ch Minh.
7. Hunh Th Nh Trn (2007), Pht trin dch v ngn hng in t trong h
thng ngn hng thng mi Vit Nam, Lun vn thc s kinh t, Trng i
hc Kinh T TP.HCM, Thnh ph H Ch Minh.
8. Hong Trng & Chu Nguyn Mng Ngc (2005), Phn tch d liu nghin cu
vi SPSS, Nxb Thng K.
9. Cc website tham kho v cc sn phm v dch v ngn hng in t:
-

www.acb.com.vn

www.dongabank.com.vn

www.techcombank.com.vn

www.vietcombank.com.vn

66

Ting Anh:
10. Asubonteng, P., McCleary, K.J. and Swan, J.E. (1996), SERVQUAL revisited:
a critical review of service quality, Journal of Services Marketing, Vol. 10,
No. 6: 62-81.
11. Cronin, J.J., & Taylor, S. A. (1992), Measuring service quality: A reexamination
and extension, Journal of Marketing, Vol 56 (July): 55-68.
12. Gonzalez, M.E, Mueller, R.D & Mack, R.W (2008), An alternative approach in
service quality: An ebanking case study, Quality Management Journal, Vol
15, No. 1: 41-58.
13. Hair, Jr. J.F, Anderson, R.E., Tatham, R.L. & Black, W.C. (1998), Multivariate
Data Analysis, Prentical-Hall International, Inc.
14. Jun, M. & Cai S. (2001), The key determinants of Internet banking service
quality: a content analysis, International Journal of Bank Marketing, 19/7:
276-291.
15. Kotler, P., & Keller, K.L. (2006), Marketing Management, Pearson Prentice
Hall, USA.
16. Lassar, W.M., Manolis, C. & Winsor, R.D. (2000), Service quality perspectives
and satisfaction in private banking, International Journal of Bank Marketing,
18/4: 181-199.
17. Spreng, R.A. & Mackoy, R.D. (1996), An empirical examination of a model of
perceived service quality and satisfaction, Journal of Retailing, Vol 72(2):
201-14.
18. Wisniewski, M. (2001), Using SERVQUAL to assess customer satisfaction with
public sector services, Managing Service Quality, Vol.11, No.6: 380-388.

VIII

PH LC 1: THO LUN NHM


Ph lc 1.1: Dn bi tho lun nhm:
Xin cho cc Anh / Ch. Ti l Nguyn Th Phng Trm, l thnh vin ca nhm
nghin cu thuc Trng i Hc Kinh T Thnh ph H Ch Minh. Chng ti
ang thc hin mt s nghin cu v cht lng dch v ngn hng in t
(Ebanking) ca cc ngn hng thng mi trn a bn Thnh ph H Ch Minh vi
mc ch phc v cho ging dy v nghin cu khoa hc, khng c mc ch kinh
doanh. Rt mong anh / ch dnh cht thi gian trao i mt s suy ngh ca anh/ ch
v xin lu l khng c quan im no ng hay sai c, tt c quan im ca cc
anh/ ch u gip ch cho nghin cu ca chng ti. Chng ti xin cam oan nhng
thng tin t anh / ch hon ton c gi b mt.
Phn I: Khm ph yu t cht lng:
1.

Cc anh/ ch thng s dng dch v ngn hng in t ti ngn hng


no?

2.

Theo cc anh/ ch, cht lng dch v ngn hng in t th hin qua cc
yu t no? V sao? Yu t no l quan trng? V sao?

3.

Ngoi nhng yu t m cc anh/ ch nu trn, nhng yu t cn li sau


y c nh hng g n cht lng dch v ngn hng in t hay
khng? (ln lt gii thiu cho ngi phng vn nhng thang o cht
lng dch v theo m hnh SERVQUAL v m hnh Cht lng k
thut/ Cht lng chc nng m nhng thang o ny cha c c
khch hng cp trn).

Phn II: Khng nh li cc yu t cht lng:


Cc anh ch vui lng xem cc yu t trong cng mt nhm (a ra cc yu t thuc
tng thnh phn ca cht lng dch v ngn hng in t theo m hnh
SERVQUAL v m hnh Gronroos) v sp xp th t theo tm quan trng ca
chng trong tng nhm: 1: rt quan trng, 2: t quan trng hn, v.v V sao?

IX

Ph lc 1.2: Kt qu tho lun nhm:


Kt qu tho lun nhm cho thy khch hng quan tm n cc yu t cht lng
nh sau:
i vi m hnh cht lng dch v SERVQUAL:
Thnh phn tin cy:
1. Ngn hng lun thc hin cc dch v in t ng nh nhng g ha.
2. Khi anh / ch c thc mc hay khiu ni, ngn hng lun gii quyt tha
ng.
3. Ngn hng thc hin dch v ngn hng in t ng ngay t ln u tin.
4. Ngn hng cung cp dch v ngn hng in t ng vo thi im m ngn
hng ha.
5. Ngn hng thng bo cho anh / ch khi no th dch v ngn hng in t
c thc hin.
Thnh phn p ng:
6. Nhn vin ca ngn hng phc v anh / ch mt cch tn tnh.
7. Nhn vin ca ngn hng lun sn sng gip anh / ch.
8. Nhn vin ca ngn hng lun phc v anh / ch chu o trong gi cao im.
Thnh phn nng lc phc v:
9. Nhn vin ngn hng ngy cng to s tin tng i vi anh / ch.
10. Anh / ch cm thy an ton khi s dng dch v ngn hng in t ca ngn
hng.
11. Nhn vin ngn hng bao gi cng t ra lch s, nh nhn vi anh / ch.
12. Nhn vin ngn hng c kin thc chuyn mn tr li cc cu hi ca anh /
ch.
Thnh phn ng cm:
13. Ngn hng th hin s quan tm n c nhn anh / ch.
14. Ngn hng c nhng nhn vin th hin s quan tm n c nhn anh / ch.

15. Ngn hng th hin s ch c bit n nhng quan tm nhiu nht ca anh
/ ch.
16. Nhn vin ngn hng hiu c nhng nhu cu c bit v li ch ca anh /
ch.
Thnh phn phng tin hu hnh:
17. Ngn hng c trang thit b hin i.
18. C s vt cht ca ngn hng trng hp dn, trang web ca ngn hng trng
chuyn nghip.
19. Nhn vin ca ngn hng c trang phc gn gng, lch s.
20. Cc phng tin vt cht trong hot ng dch v rt hp dn ti ngn hng.
21. Ngn hng b tr thi gian lm vic v phng tin vt cht thun tin cho
vic giao dch in t.
i vi m hnh Cht lng k thut/ Cht lng chc nng:
Cht lng dch v chc nng:
1. Nhn vin ngn hng c x lch s v thn thin vi anh / ch.
2. Nhn vin ngn hng c kin thc v nng lc chuyn mn gii thch tha
ng vi anh/ ch v cc loi dch v ngn hng in t v cc chnh sch
ca ngn hng.
3. Nhn vin ngn hng bo mt thng tin ca anh / ch.
4. Nhn vin ngn hng lun sn sng tr li cc thc mc ca anh / ch.
5. Ngn hng lun p ng cc yu cu ca anh / ch.
6. Ngn hng lun thc hin ng v chnh xc cc giao dch ca anh / ch.
Cht lng dch v k thut:
7. Ngn hng lun sn sng p ng cc nhu cu v dch v ngn hng in t
ca anh / ch.
8. iu kin thu chi c thc hin d dng v thun tin thng qua ti khon
th.
9. Chi ph ca cc dch v ngn hng in t cnh tranh.

XI

10. Ngn hng c mc li sut cnh tranh.


11. Ngn hng lun gi bo co kt qu cc giao dch v s d ng lc.
12. Dch v ngn hng in t ca ngn hng rt d dng v thun tin cho anh /
ch s dng.
13. Ngn hng rt quan tm n nhu cu pht sinh ca anh / ch.

XII

PH LC 2: BNG CU HI PHNG VN
BNG KHO ST
Xin cho Anh / Ch.
Chng ti l nhm nghin cu thuc Trng i Hc Kinh T Thnh ph H Ch Minh. Chng ti
ang thc hin mt s nghin cu v cht lng dch v ngn hng in t (Ebanking) ca cc
ngn hng thng mi trn a bn Thnh ph H Ch Minh vi mc ch phc v cho ging dy
v nghin cu khoa hc, khng c mc ch kinh doanh. Rt mong anh / ch dnh cht thi gian tr
li gip chng ti mt s cu hi sau y v xin lu rng khng c tr li no l ng hay sai.
Chng ti xin cam oan nhng thng tin t anh / ch hon ton c gi b mt.
Anh / ch vui lng cho bit mc ng ca mnh v cc pht biu di y theo thang o im
t 1 n 7 (vi quy c: 1: hon ton phn i, 7: hon ton ng ) bng cch khoanh trn vo
thch hp. Chn thnh cm n s hp tc ca anh / ch.

Xin cho bit Anh / Ch ang s dng dch v ngn hng in t (Internet banking, phone banking,
SMS banking, ATM, ) ti ngn hng.
Phn I: Xin cho bit mc ng ca anh / ch i vi cc pht biu sau y v cht lng
dch v ngn hng in t ti ngn hng ny:
1.

Ngn hng lun thc hin cc dch v ngn hng in t (qun l ti khon, thanh ton ha

n, chuyn tin in t, ) ng nh nhng g ha.............................................1 2 3 4 5 6 7


2.

Khi anh / ch c thc mc hay khiu ni, ngn hng lun gii quyt tha ng ...1 2 3 4 5 6 7

3.

Ngn hng thc hin dch v ngn hng in t ng ngay t ln u tin. ........1 2 3 4 5 6 7

4.

Ngn hng cung cp dch v ngn hng in t ng vo thi im m ngn

hng ha.......................................................................................................................1 2 3 4 5 6 7
5.

Ngn hng thng bo cho anh / ch khi no th dch v ngn hng in t c

thc hin.......................................................................................................................1 2 3 4 5 6 7
6.

Nhn vin ca ngn hng phc v anh / ch mt cch tn tnh .............................1 2 3 4 5 6 7

7.

Nhn vin ca ngn hng lun sn sng gip anh / ch. ..................................1 2 3 4 5 6 7

XIII

8.

Nhn vin ca ngn hng lun phc v anh / ch chu o trong gi cao im.....1 2 3 4 5 6 7

9.

Nhn vin ngn hng ngy cng to s tin tng i vi anh / ch. .....................1 2 3 4 5 6 7

10. Anh / ch cm thy an ton khi s dng dch v ngn hng in t ca ngn hng.1 2 3 4 5 6 7
11. Nhn vin ngn hng bao gi cng t ra lch s, nh nhn vi anh / ch..............1 2 3 4 5 6 7
12. Nhn vin ngn hng c kin thc chuyn mn tr li cc cu hi ca anh / ch.1 2 3 4 5 6 7
13. Ngn hng th hin s quan tm n c nhn anh / ch. .......................................1 2 3 4 5 6 7
14. Ngn hng c nhng nhn vin th hin s quan tm n c nhn anh / ch........1 2 3 4 5 6 7
15. Ngn hng th hin s ch c bit n nhng quan tm nhiu nht ca
anh / ch........................................................................................................................1 2 3 4 5 6 7
16. Nhn vin ngn hng hiu c nhng nhu cu c bit v li ch ca anh / ch.1 2 3 4 5 6 7
17. Ngn hng c trang thit b hin i. ....................................................................1 2 3 4 5 6 7
18. C s vt cht ca ngn hng trng hp dn, trang web ca ngn hng
trng chuyn nghip.....................................................................................................1 2 3 4 5 6 7
19. Nhn vin ca ngn hng c trang phc gn gng, lch s ...................................1 2 3 4 5 6 7
20. Cc phng tin vt cht trong hot ng dch v rt hp dn ti ngn hng (trang web ca
ngn hng v cc thit b d dng tip cn khi thc hin giao dch in t)................1 2 3 4 5 6 7
21. Ngn hng b tr thi gian lm vic v phng tin vt cht thun tin
cho vic giao dch in t. ...........................................................................................1 2 3 4 5 6 7
22. Nhn vin ngn hng c x lch s v thn thin vi anh / ch. ...........................1 2 3 4 5 6 7
23. Nhn vin ngn hng c kin thc v nng lc chuyn mn gii thch tha ng vi anh /
ch v cc loi dch v ngn hng in t v cc chnh sch ca ngn hng. ..............1 2 3 4 5 6 7
24. Nhn vin ngn hng bo mt thng tin ca anh / ch. .........................................1 2 3 4 5 6 7
25. Nhn vin ngn hng lun sn sng tr li cc thc mc ca anh / ch.................1 2 3 4 5 6 7
26. Ngn hng lun p ng cc yu cu ca anh / ch. .............................................1 2 3 4 5 6 7
27. Ngn hng lun thc hin ng v chnh xc cc giao dch ca anh / ch............1 2 3 4 5 6 7
28. Ngn hng lun sn sng p ng cc nhu cu v dch v ngn hng
in t ca anh / ch. ....................................................................................................1 2 3 4 5 6 7

XIV

29. iu kin thu chi c thc hin d dng v thun tin thng qua ti khon
th. ..............................................................................................................................1 2 3 4 5 6 7
30. Chi ph ca cc dch v ngn hng in t cnh tranh..........................................1 2 3 4 5 6 7
31. Ngn hng c mc li sut cnh tranh. .................................................................1 2 3 4 5 6 7
32. Ngn hng lun gi bo co kt qu cc giao dch v s d ng lc..................1 2 3 4 5 6 7
33. Dch v ngn hng in t ca ngn hng rt d dng v thun tin cho anh / ch
s dng.........................................................................................................................1 2 3 4 5 6 7
34. Ngn hng rt quan tm n nhu cu pht sinh ca anh / ch. ..............................1 2 3 4 5 6 7
35. Anh / ch hon ton hi lng vi cht lng dch v ngn hng in t ca
ngn hng .....................................................................................................................1 2 3 4 5 6 7
36. Anh / ch s gii thiu dch v ngn hng in t ca ngn hng cho nhng
ngi khc....................................................................................................................1 2 3 4 5 6 7
37. Trong thi gian ti, anh / ch vn tip tc s dng dch v ngn hng in
t ca ngn hng ..........................................................................................................1 2 3 4 5 6 7
Phn II: Mt s thng tin khc:
1.

Thng tin c nhn:


-

H v tn ca anh / ch:..............................................................................................................

S in thoi:..............................................................................................................................

a ch: .......................................................................................................................................

2.

Gii tnh:

3.

Tui:

Nam
Di 20

4.

5.

N
T 20 n 30

T 40 n 50

Trnh hc vn:

T 30 n 40

Trn 50

Ph thng trung hc

Trung hc, cao ng

i hc

Sau i hc

Thu nhp hng thng:


Di 2 triu

T 2 n 4 triu

T 4 n 7 triu

Trn 7 triu

XV

PH LC 3: PHN TCH TIN CY


Ph lc 3.1: Phn tch tin cy Cronbach Alpha sau khi loi bin rc ca m hnh
SERVQUAL:

Mean

Std Dev

Cases

1.

RLI01

5.4769

1.4081

195

2.

RLI03

5.4923

1.4831

195

3.

RLI04

5.3128

1.4712

195

N of Cases = 195

Statistics for Scale


Mean

Variance

Std Dev

N of Variables

16.2821

13.6468

3.6942

Item Means
Mean

Minimum

Maximum

Range

Max/Min

Variance

5.4274

5.3128

5.4923

0.1795

1.0338

0.0099

Inter-item Correlations
Mean

Minimum

Maximum

Range

Max/Min

Variance

0.5756

0.5692

0.582

0.0128

1.0224

0.0000

Item-total Statistics

RLI01
RLI03
RLI04

Scale Mean if
Item Deleted

Scale Variance
if Item Deleted

Corrected Item
Total Correlation

Square Multiple
Correlation

Alpha if Item
Deleted

10.8051
10.7897
10.9692

6.8484
6.5587
6.5867

0.6534
0.6435
0.6483

0.4270
0.4143
0.4208

0.7255
0.7353
0.7300

Reliability Coefficients
Alpha = .8024

3 items

Standardized item alpha = .8027

XVI

Mean

Std Dev

Cases

1.

RSP06

5.2974

1.3973

195

2.

RSP07

5.2769

1.3867

195

3.

RSP08

4.5231

1.4335

195

4.

ASR09

5.0256

1.3938

195

5.

ASR11

5.3487

1.3244

195

6.

ASR12

5.2513

1.2156

195

N of Cases = 195

Mean

Variance

30.7231

43.6961

Statistics for Scale


Std Dev

N of Variables

6.6103

Item Means
Mean

Minimum

Maximum

Range

Max/Min

Variance

5.1205

4.5231

5.3487

0.8256

1.1825

0.0982

Inter-item Correlations
Mean

Minimum

Maximum

Range

Max/Min

Variance

0.5858

0.3945

0.7518

0.3572

1.9055

0.0090

Item-total Statistics
Scale Mean if
Item Deleted

Scale Variance
if Item Deleted

Corrected Item
Total Correlation

Square Multiple
Correlation

Alpha if Item
Deleted

25.4256
25.4462
26.2000
25.6974
25.3744
25.4718

30.3591
30.1865
30.8412
29.7276
30.9674
33.8072

0.7394
0.7604
0.6783
0.7912
0.7445
0.595

0.6063
0.6277
0.5872
0.6857
0.5821
0.4151

0.8732
0.8698
0.8832
0.8648
0.8726
0.8941

RSP06
RSP07
RSP08
ASR09
ASR11
ASR12

Reliability Coefficients
Alpha = .8950

6 items

Standardized item alpha = .8946

XVII

Mean

Std Dev

Cases

1.

EMP13

4.3744

1.5359

195

2.

EMP14

4.2718

1.6318

195

3.

EMP15

4.1436

1.5331

195

4.

EMP16

4.2974

1.5544

195

N of Cases = 195
Statistics for Scale
Mean

Variance

Std Dev

N of Variables

17.0872

28.1212

5.3029

4
Item Means

Mean

Minimum

Maximum

Range

Max/Min

Variance

4.2718

4.1436

4.3744

0.2308

1.0557

0.0092

Inter-item Correlations
Mean

Minimum

Maximum

Range

Max/Min

Variance

0.6249

0.5188

0.6972

0.1785

1.3440

0.0040

Item-total Statistics
Scale Mean if
Item Deleted

Scale Variance
if Item Deleted

Corrected Item
Total Correlation

Square Multiple
Correlation

Alpha if Item
Deleted

12.7128
12.8154
12.9436
12.7897

16.5666
15.9142
16.3112
17.2391

0.7354
0.7331
0.7639
0.6559

0.5867
0.5514
0.5980
0.4596

0.8273
0.8284
0.8160
0.8585

EMP13
EMP14
EMP15
EMP16

Reliability Coefficients
Alpha = .8692

4 items

Standardized item alpha = .8695


Mean

Std Dev

Cases

1.

TNG17

5.3231

1.1898

195

2.

TNG18

5.1385

1.2544

195

3.

TNG20

5.1590

1.2228

195

4.

TNG21

4.9487

1.3838

195

N of Cases = 195

XVIII

Statistics for Scale


Mean

Variance

Std Dev

N of Variables

20.5692

15.8753

3.9844

4
Item Means

Mean

Minimum

Maximum

Range

Max/Min

Variance

5.1423

4.9487

5.3231

0.3744

1.0756

0.0235

Inter-item Correlations
Mean

Minimum

Maximum

Range

Max/Min

Variance

0.4975

0.402

0.5654

0.1633

1.4063

0.0047

Item-total Statistics
Scale Mean if
Item Deleted

Scale Variance
if Item Deleted

Corrected Item
Total Correlation

Square Multiple
Correlation

Alpha if Item
Deleted

TNG17

15.2462

9.9906

0.5942

0.3759

0.7518

TNG18

15.4308

9.5351

0.6153

0.4228

0.7408

TNG20

15.4103

9.3978

0.6646

0.4557

0.7173

TNG21

15.6205

9.2264

0.5631

0.3563

0.7709

Reliability Coefficients
Alpha = .7959

4 items

Standardized item alpha = .7984

XIX

Ph lc 3.2: Phn tch tin cy Cronbach Alpha sau khi loi bin rc ca m hnh
Cht lng k thut/ Cht lng chc nng:

Mean

Std Dev

Cases

1.

FQU22

5.3897

1.2485

195

2.

FQU23

5.2359

1.1647

195

3.

FQU24

5.9641

1.1186

195

4.

FQU25

5.3897

1.277

195

5.

FQU26

4.9949

1.3258

195

6.

FQU27

5.5487

1.2148

195

N of Cases =

195
Statistics for Scale

Mean

Variance

Std Dev

N of Variables

32.5231

30.3538

5.5094

6
Item Means

Mean

Minimum

Maximum

Range

Max/Min

Variance

5.4205

4.9949

5.9641

0.9692

1.194

0.1058

Inter-item Correlations
Mean

Minimum

Maximum

Range

Max/Min

Variance

0.4698

0.3057

0.6284

0.3226

2.0552

0.0089

Item-total Statistics
Scale Mean if
Item Deleted

Scale Variance
if Item Deleted

Corrected Item
Total Correlation

Square Multiple
Correlation

Alpha if Item
Deleted

FQU22

27.1333

21.4873

0.6314

0.4535

0.8153

FQU23

27.2872

22.1336

0.6263

0.4072

0.8166

FQU24

26.5590

23.7220

0.4938

0.3022

0.8401

FQU25

27.1333

20.2605

0.7361

0.5576

0.7935

FQU26

27.5282

20.6319

0.6613

0.4895

0.8094

FQU27

26.9744

22.2107

0.5823

0.3775

0.8248

Reliability Coefficients
Alpha = .8430

6 items

Standardized item alpha = .8417

XX

Mean

Std Dev

Cases

1.

TQU29

4.8462

1.5687

195

2.

TQU30

5.1333

1.3857

195

3.

TQU31

4.9795

1.5024

195

4.

TQU32

4.9436

1.5769

195

5.

TQU33

5.2769

1.3063

195

6.

TQU34

4.5077

1.5141

195

N of Cases =

195
Statistics for Scale

Mean

Variance

Std Dev

N of Variables

29.6872

41.247

6.4224

6
Item Means

Mean

Minimum

Maximum

Range

Max/Min

Variance

4.9479

4.5077

5.2769

0.7692

1.1706

0.0696

Inter-item Correlations
Mean

Minimum

Maximum

Range

Max/Min

Variance

0.4335

0.2606

0.5757

0.3151

2.2093

0.0055

Item-total Statistics
Scale Mean if
Item Deleted

Scale Variance
if Item Deleted

Corrected Item
Total Correlation

Square Multiple
Correlation

Alpha if Item
Deleted

TQU29

24.8410

29.6499

0.5348

0.2922

0.8005

TQU30

24.5538

30.6607

0.5647

0.4169

0.7932

TQU31

24.7077

28.4347

0.6587

0.4707

0.7723

TQU32

24.7436

29.7896

0.5212

0.3252

0.8037

TQU33

24.4103

30.2432

0.6471

0.4438

0.7781

TQU34

25.1795

29.3336

0.5866

0.3624

0.7884

Reliability Coefficients
Alpha = .8182

6 items

Standardized item alpha = .8211

XXI

PH LC 4: PHN TCH NHN T KHM PH


Ph lc 4.1: Phn tch nhn t khm ph EFA cho thang o cht lng dch v ngn
hng in t theo m hnh SERVQUAL ln 1:
KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling
Adequacy.
Bartlett's Test of
Sphericity

Approx. Chi-Square
df
Sig.
Communalities

Initial
Extraction
rli01
1.000
.716
rli02
1.000
.550
rli03
1.000
.753
rli04
1.000
.659
rli05
1.000
.383
rsp06
1.000
.687
rsp07
1.000
.717
rsp08
1.000
.658
asr09
1.000
.744
asr10
1.000
.397
asr11
1.000
.699
asr12
1.000
.523
emp13
1.000
.789
emp14
1.000
.689
emp15
1.000
.794
emp16
1.000
.673
tng17
1.000
.712
tng18
1.000
.590
tng19
1.000
.677
tng20
1.000
.603
tng21
1.000
.587
Extraction Method: Principal Component Analysis.

.911
2353.632
210
.000

XXII

Total Variance Explained


Initial Eigenvalues
Component
Total

% of
Variance

Cumulative
%

Extraction Sums of Squared


Loadings
Total

1
8.785
41.831
41.831 8.785
2
2.043
9.731
51.562 2.043
3
1.630
7.760
59.323 1.630
4
1.141
5.436
64.758 1.141
5
0.884
4.208
68.966
6
0.825
3.928
72.894
7
0.704
3.352
76.246
8
0.635
3.026
79.272
9
0.548
2.609
81.881
10
0.500
2.379
84.260
11
0.461
2.196
86.456
12
0.411
1.956
88.413
13
0.378
1.800
90.213
14
0.351
1.671
91.885
15
0.331
1.574
93.459
16
0.297
1.415
94.874
17
0.257
1.222
96.096
18
0.238
1.133
97.229
19
0.221
1.052
98.281
20
0.187
0.890
99.171
21
0.174
0.829
100.000
Extraction Method: Principal Component Analysis.

Rotation Sums of Squared


Loadings

% of
Variance

Cumulative
%

Total

% of
Variance

Cumulative
%

41.831
9.731
7.760
5.436

41.831
51.562
59.323
64.758

4.638
3.523
3.009
2.430

22.084
16.775
14.327
11.571

22.084
38.860
53.187
64.758

XXIII

Component Matrix(a)
Component
2
3
asr09
.805
-.027
-.266
asr11
.763
.262
-.075
rsp07
.750
.182
-.184
rsp06
.734
.174
-.282
rsp08
.714
-.134
-.314
tng21
.690
-.066
.260
emp13
.681
-.460
-.250
asr12
.658
.143
-.009
rli02
.640
.142
-.325
emp14
.634
-.464
-.167
tng19
.624
.279
.348
tng20
.622
-.119
.450
asr10
.622
.059
-.079
emp15
.621
-.584
-.035
rli01
.619
.512
.094
emp16
.608
-.519
.171
rli04
.602
.421
-.020
rli05
.572
-.089
-.090
tng17
.551
-.064
.635
tng18
.520
-.083
.544
rli03
.439
.507
-.016
Extraction Method: Principal Component Analysis.
a 4 components extracted.
1

4
-.159
-.205
-.295
-.194
-.179
-.198
.224
-.264
.124
.208
-.298
.018
-.026
.256
.249
-.065
.346
.197
.018
.127
.550

XXIV

Rotated Component Matrix(a)


Component
1

3
4
rsp07
.790
.176
.176
.177
rsp06
.752
.240
.073
.242
asr11
.728
.128
.263
.289
asr09
.717
.430
.132
.167
rsp08
.656
.470
.061
.057
asr12
.637
.123
.291
.135
rli02
.505
.349
-.031
.415
asr10
.472
.276
.200
.240
emp15
.112
.841
.270
.039
emp13
.282
.827
.097
.125
emp14
.229
.778
.153
.090
emp16
.238
.608
.470
-.160
rli05
.270
.447
.162
.289
tng17
.110
.149
.811
.138
tng18
.052
.214
.709
.195
tng20
.208
.276
.682
.137
tng19
.544
-.106
.586
.166
tng21
.464
.241
.557
.051
rli03
.108
.058
.088
.854
rli04
.315
.125
.181
.715
rli01
.369
-.002
.290
.704
Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization.
a Rotation converged in 7 iterations.

XXV

Ph lc 4.2: Phn tch nhn t khm ph EFA cho thang o cht lng dch v ngn
hng in t theo m hnh SERVQUAL ln 2:
KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling
Adequacy.
Bartlett's Test of
Sphericity

Approx. Chi-Square
df
Sig.

Communalities
Initial
Extraction
rli01
1.000
.715
rli03
1.000
.787
rli04
1.000
.714
rsp06
1.000
.696
rsp07
1.000
.760
rsp08
1.000
.677
asr09
1.000
.770
asr11
1.000
.704
asr12
1.000
.518
emp13
1.000
.754
emp14
1.000
.723
emp15
1.000
.791
emp16
1.000
.671
tng17
1.000
.705
tng18
1.000
.634
tng20
1.000
.633
tng21
1.000
.594
Extraction Method: Principal Component Analysis.

.892
1924.354
136
.000

XXVI

Total Variance Explained


Extraction Sums of Squared
Loadings

Initial Eigenvalues
Component

1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17

Total

% of
Variance

Cumulative
%

7.373
1.955
1.483
1.035
0.858
0.646
0.563
0.457
0.431
0.362
0.349
0.333
0.284
0.259
0.234
0.199
0.177

43.370
11.499
8.725
6.090
5.045
3.802
3.313
2.690
2.535
2.131
2.055
1.958
1.672
1.525
1.379
1.173
1.039

43.370
54.869
63.593
69.683
74.728
78.530
81.843
84.533
87.068
89.199
91.254
93.213
94.885
96.410
97.789
98.961
100.000

Total

% of
Variance

Cumulative
%

Total

% of
Variance

Cumulative
%

7.373
1.955
1.483
1.035

43.370
11.499
8.725
6.090

43.370
54.869
63.593
69.683

3.888
3.155
2.616
2.188

22.868
18.558
15.387
12.869

22.868
41.427
56.814
69.683

Extraction Method: Principal Component Analysis.

Scree Plot
8

Eigenvalue

0
1

Component Number

10

11

12

13

14

15

Rotation Sums of Squared


Loadings

16

17

XXVII

Component Matrix(a)
Component
1
2
3
asr09
.811
.023
-.329
asr11
.759
.289
-.113
rsp07
.741
.217
-.232
rsp06
.725
.207
-.298
rsp08
.722
-.090
-.379
emp13
.697
-.397
-.207
tng21
.695
-.060
.201
asr12
.654
.163
-.075
emp14
.650
-.422
-.156
emp15
.647
-.536
-.007
emp16
.640
-.505
.080
tng20
.633
-.121
.444
rli01
.601
.544
.178
rli04
.590
.469
.049
rli03
.432
.564
.127
tng17
.554
-.093
.615
tng18
.538
-.087
.575
Extraction Method: Principal Component Analysis.
a 4 components extracted.

4
-.048
-.181
-.331
-.196
-.062
.260
-.258
-.240
.314
.290
.029
-.142
.161
.379
.516
-.106
-.076

Rotated Component Matrix(a)


Component
1

3
4
rsp07
.827
.133
.192
.148
rsp06
.773
.210
.093
.214
asr11
.724
.136
.248
.317
asr09
.713
.457
.092
.212
rsp08
.653
.492
.032
.090
asr12
.634
.130
.268
.165
emp15
.117
.834
.281
.051
emp14
.208
.804
.134
.121
emp13
.299
.798
.123
.112
emp16
.220
.664
.417
-.087
tng17
.105
.153
.805
.150
tng18
.098
.164
.756
.162
tng20
.246
.235
.711
.109
tng21
.478
.228
.556
.060
rli03
.110
.057
.074
.875
rli04
.294
.156
.130
.766
rli01
.379
-.023
.292
.697
Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization.
a Rotation converged in 6 iterations.

XXVIII

Ph lc 4.3: Phn tch nhn t khm ph EFA cho thang o cht lng dch v ngn
hng in t theo m hnh Cht lng k thut/ Cht lng chc nng ln 1:
KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling
Adequacy.
Bartlett's Test of
Sphericity

.916

Approx. Chi-Square
df
Sig.

1082.843
78
.000

Communalities
Initial
Extraction
fqu22
1.000
.526
fqu23
1.000
.560
fqu24
1.000
.523
fqu25
1.000
.678
fqu26
1.000
.592
fqu27
1.000
.536
tqu28
1.000
.597
tqu29
1.000
.553
tqu30
1.000
.461
tqu31
1.000
.590
tqu32
1.000
.506
tqu33
1.000
.598
tqu34
1.000
.519
Extraction Method: Principal Component Analysis.

Initial Eigenvalues
Component
1
2
3
4
5
6
7
8
9
10
11
12
13

Total
6.001
1.239
0.805
0.786
0.657
0.632
0.543
0.536
0.455
0.394
0.341
0.327
0.285

% of
Variance
46.159
9.534
6.195
6.043
5.052
4.863
4.174
4.119
3.500
3.030
2.626
2.513
2.191

Total Variance Explained


Extraction Sums of Squared
Loadings

Cumulative
%
46.159
55.693
61.888
67.931
72.983
77.846
82.020
86.139
89.639
92.670
95.296
97.809
100.000

Total
6.001
1.239

Extraction Method: Principal Component Analysis.

% of
Variance
46.159
9.534

Cumulative
%
46.159
55.693

Rotation Sums of Squared


Loadings
Total
3.717
3.523

% of
Variance
28.593
27.100

Cumulative
%
28.593
55.693

XXIX

Component Matrix(a)
Component
1

2
tqu28
.772
.040
fqu26
.764
-.091
tqu33
.759
.148
fqu25
.735
-.372
fqu23
.705
-.250
tqu31
.704
.307
fqu22
.690
-.224
tqu34
.671
.263
fqu27
.670
-.295
tqu30
.669
.117
tqu32
.569
.428
tqu29
.547
.504
fqu24
.517
-.506
Extraction Method: Principal Component Analysis.
a 2 components extracted.

Rotated Component Matrix(a)


Component
1

2
fqu25
.788
.240
fqu24
.723
-.007
fqu27
.688
.252
fqu23
.682
.308
fqu22
.653
.317
fqu26
.614
.464
tqu29
.045
.742
tqu31
.296
.709
tqu32
.114
.702
tqu34
.302
.654
tqu33
.445
.632
tqu28
.529
.563
tqu30
.402
.548
Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization.
a Rotation converged in 3 iterations.

XXX

Ph lc 4.4: Phn tch nhn t khm ph EFA cho thang o cht lng dch v ngn
hng in t theo m hnh Cht lng k thut/ Cht lng chc nng ln 2:
KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling
Adequacy.
Bartlett's Test of
Sphericity

.899

Approx. Chi-Square

943.574

df

66

Sig.

.000

Communalities

fqu22

Initial
1.000

Extraction
.534

fqu23

1.000

.559

fqu24

1.000

.524

fqu25

1.000

.686

fqu26

1.000

.593

fqu27

1.000

.537

tqu29

1.000

.561

tqu30

1.000

.477

tqu31

1.000

.605

tqu32

1.000

.501

tqu33

1.000

.589

tqu34

1.000
.520
Extraction Method: Principal Component Analysis.

Initial Eigenvalues

Component
1
2
3
4
5
6
7
8
9
10
11
12

Total
5.450
1.238
0.802
0.765
0.656
0.631
0.536
0.534
0.427
0.343
0.328
0.289

% of
Variance
45.414
10.320
6.684
6.375
5.467
5.261
4.470
4.452
3.560
2.857
2.732
2.408

Total Variance Explained


Extraction Sums of Squared
Loadings

Cumulative
%
45.414
55.734
62.418
68.793
74.260
79.522
83.992
88.443
92.003
94.861
97.592
100.000

Total
5.450
1.238

Extraction Method: Principal Component Analysis.

% of
Variance
45.414
10.320

Cumulative
%
45.414
55.734

Rotation Sums of Squared


Loadings

Total
3.466
3.223

% of
Variance
28.879
26.854

Cumulative
%
28.879
55.734

XXXI

Scree Plot
6

Eigenvalue

0
1

10

11

12

Component Number

Component Matrix(a)
Component
1

fqu26

.765

-.086

tqu33

.753

.149

fqu25

.743

-.366

tqu31

.712

.315

fqu23

.706

-.247

fqu22

.698

-.217

tqu30

.679

.126

fqu27

.672

-.292

tqu34

.670

.266

tqu32

.564

.428

tqu29

.549

.509

fqu24

.521
-.503
Extraction Method: Principal Component Analysis.
a 2 components extracted.
Rotated Component Matrix(a)
Component
1

fqu25

.792

.244

fqu24

.724

-.008

fqu27

.689

.249

fqu23

.683

.305

fqu22

.657

.321

fqu26

.616

.463

tqu29

.050

.747

tqu31

.301

.717

tqu32

.116

.698

tqu34

.305

.654

tqu33

.445

.625

tqu30

.408
.558
Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization.
a Rotation converged in 3 iterations.

XXXII

Ph lc 4.5: Phn tch nhn t khm ph EFA cho thang o s tha mn ln 1:


KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling
Adequacy.
Bartlett's Test of
Sphericity

.704

Approx. Chi-Square
Df
Sig.

209.117
3
.000

Communalities
Initial
Extraction
sas35
1.000
.716
sas36
1.000
.790
sas37
1.000
.700
Extraction Method: Principal Component Analysis.
Total Variance Explained
Initial Eigenvalues
Component
Total
% of Variance Cumulative %
1
2.206
73.535
73.535
2
.467
15.568
89.103
3
.327
10.897
100.000
Extraction Method: Principal Component Analysis.

Scree Plot
2.5

2.0

1.5

Eigenvalue

1.0

.5

0.0
1

Component Number

Extraction Sums of Squared Loadings


Total
% of Variance Cumulative %
2.206
73.535
73.535

XXXIII

Component Matrix(a)
Component
1
sas36
.889
sas35
.846
sas37
.837
Extraction Method: Principal Component Analysis.
a 1 components extracted.
Rotated Component Matrix(a)
a Only one component was extracted. The solution cannot be rotated.

XXXIV

PH LC 5: PHN TCH HI QUY BI


Ph lc 5.1: Theo m hnh cht lng dch v SERVQUAL:
Descriptive Statistics

SAS

Mean
5.2872

Std. Deviation
1.08601

RLI

5.4274

1.23139

195

RSP.ASR

5.1205

1.10172

195

EMP

4.2718

1.32574

195

TNG

5.1423

.99610

195

195

Correlations

Pearson
Correlation

Sig. (1-tailed)

SAS

SAS
1.000

RLI
.379

RSP.ASR
.593

EMP
.505

TNG
.609

RLI

.379

1.000

.540

.256

.422

RSP.ASR

.593

.540

1.000

.582

.545

EMP

.505

.256

.582

1.000

.543

TNG

.609

.422

.545

.543

1.000

SAS

.000

.000

.000

.000

RLI

.000

.000

.000

.000

RSP.ASR

.000

.000

.000

.000

EMP

.000

.000

.000

.000

TNG

.000

.000

.000

.000

SAS

195

195

195

195

195

RLI

195

195

195

195

195

RSP.ASR

195

195

195

195

195

EMP

195

195

195

195

195

TNG

195

195

195

195

195

Variables Entered/Removed(b)
Variables
Variables
Entered
Removed
TNG, RLI,
EMP,
.
RSP.ASR(a)
a All requested variables entered.
b Dependent Variable: SAS
Model
1

Method
Enter

Model Summary(b)
Change Statistics
Std.
Error of
R
R
Adjusted
the
Square
F
Square R Square Estimate
Model
R
Change
Change
df1
df2
1
0.690
0.476
0.465
0.79404
0.476
43.224
4
190
a. Predictors: (Constant), TNG, RLI, EMP, RSP.ASR
b. Dependent Variable: SAS

Sig. F
Change
0.000

XXXV

ANOVA(b)

Model
1

Sum of
Squares
109.011

Regression
Residual

df

119.796

Mean Square
27.253

190

.631

F
43.224

Sig.
.000(a)

Total

228.807
194
a Predictors: (Constant), TNG, RLI, EMP, RSP.ASR
b Dependent Variable: SAS

Coefficients(a)
Unstandardized
Coefficients
Model
1

Std.
Error

B
(Constant)

1.133

Standardized
Coefficients
Beta

0.339

Collinearity
Statistics

Correlations
Zeroorder

Sig.

3.340

0.001

Partial

Part

Tolerance

RLI

0.024

0.057

0.028

0.430

0.668

0.379

0.031

0.023

0.668

1.497

RSP.ASR

0.307

0.075

0.311

4.095

0.000

0.593

0.285

0.215

0.478

2.093

EMP

0.099

0.057

0.120

1.739

0.084

0.505

0.125

0.091

0.574

1.741

TNG

0.395

0.074

0.362

5.320

0.000

0.609

0.360

0.279

0.594

1.682

a. Dependent Variable: SAS

Collinearity Diagnostics(a)
Model
1

VIF

Variance Proportions

Eigenvalue
4.885

Condition
Index
1.000

(Constant)
0.00

RLI
0.00

RSP.ASR
0.00

EMP
0.00

TNG
0.00

0.056

9.300

0.05

0.13

0.00

0.60

0.00

0.026

13.681

0.45

0.46

0.06

0.02

0.10

0.016

17.263

0.17

0.18

0.56

0.02

0.48

0.016

17.583

0.32

0.23

0.38

0.36

0.42

Dimension
1

a. Dependent Variable: SAS


Residuals Statistics(a)

Predicted Value
Residual

Minimum
3.0370

Maximum
6.6548

Mean
5.2872

Std. Deviation
.74961

N
195

-2.1839

2.3262

.0000

.78581

195

Std. Predicted Value

-3.002

1.824

.000

1.000

195

Std. Residual

-2.750

2.930

.000

.990

195

a Dependent Variable: SAS

XXXVI

Histogram
Dependent Variable: SAS
30

20

Frequency

10

Std. Dev = .99


M ean = 0.00
N = 195.00

5
.7

75
2.
25
2.
75
1.
25
1.

5
.2
5
- .2

5
- .7
5
.2
-1
5
.7
-1
5
.2
-2
5
.7
-2

Regression Standardized Residual

XXXVII

Ph lc 5.2: Theo m hnh Cht lng k thut/ Cht lng chc nng:
Descriptive Statistics

SAS

Mean
5.2872

Std. Deviation
1.08601

FQU

5.4205

.91824

195

TQU

4.9479

1.07040

195

195

Correlations

Pearson
Correlation
Sig. (1-tailed)

SAS

SAS
1.000

FQU
.640

TQU
.704

FQU

.640

1.000

.650

TQU

.704

.650

1.000

SAS

.000

.000

FQU

.000

.000

TQU

.000

.000

SAS

195

195

195

FQU

195

195

195

TQU

195

195

195

Variables Entered/Removed(b)
Variables
Variables
Entered
Removed
TQU,
.
FQU(a)
a All requested variables entered.
b Dependent Variable: SAS
Model
1

Method
Enter

Model Summary(b)
Change Statistics

Model
1

R
0.744

R
Square
0.553

Adjusted
R
Square
0.549

Std. Error
of the
Estimate
0.72953

R
Square
Change
0.553

F
Change
118.955

df1
2

df2
192

a. Predictors: (Constant), TQU, FQU


b. Dependent Variable: SAS
ANOVA(b)

Model
1

Sum of
Squares
126.621

Mean Square
63.310

102.186

192

.532

228.807
a Predictors: (Constant), TQU, FQU
b Dependent Variable: SAS

194

Regression
Residual
Total

df

F
118.955

Sig.
.000(a)

Sig. F
Change
0.000

XXXVIII

Coefficients(a)
Unstandardized
Coefficients
Model
1

Std.
Error

B
(Constant)

Standardized
Coefficients

Collinearity
Statistics

Correlations
t

Sig.

2.379

0.018

Beta

Zeroorder

Partial

Part

Tolerance

0.757

0.318

FQU

0.374

0.075

0.317

4.987

0.000

0.640

0.339

0.241

0.577

1.732

TQU

0.505

0.064

0.498

7.848

0.000

0.704

0.493

0.378

0.577

1.732

a. Dependent Variable: SAS


Collinearity Diagnostics(a)
Model
1

VIF

Variance Proportions

Eigenvalue
2.967

Condition
Index
1.000

(Constant)
0.00

FQU
0.00

TQU
0.00

0.023

11.480

0.62

0.00

0.55

0.011

16.671

0.38

1.00

0.45

Dimension
1

a. Dependent Variable: SAS


Casewise Diagnostics(a)
Case Number
49

Std. Residual
-3.182
a Dependent Variable: SAS

SAS
3.00

Residuals Statistics(a)

Predicted Value

Minimum
2.4949

Maximum
6.8315

Mean
5.2872

Std. Deviation
.80789

Residual

N
195

-2.3215

2.0601

.0000

.72576

195

Std. Predicted Value

-3.456

1.911

.000

1.000

195

Std. Residual

-3.182

2.824

.000

.995

195

a Dependent Variable: SAS

Histogram
Dependent Variable: SAS
30

20

Frequency

10

Std. Dev = .99


M ean = 0.00
N = 195.00

5
.7

75
2.
25
2.
75
1.
25
1.

5
.2
5
- .2

5
- .7
5
.2
-1
5
.7
-1
5
.2
-2
5
.7
-2
5
.2
-3

Regression Standardized Residual

XXXIX

PH LC 6: THNG K M T
Descriptive Statistics

RLI

N
195

Minimum
1.00

Maximum
7.00

Mean
5.4274

Std. Deviation
1.23139

RSP.ASR

195

1.83

7.00

5.1205

1.10172

EMP

195

1.00

7.00

4.2718

1.32574

TNG

195

2.00

7.00

5.1423

.99610

FQU

195

2.17

7.00

5.4205

.91824

TQU

195

1.83

6.83

4.9479

1.07040

SAS

195

2.00

7.00

5.2872

1.08601

Valid N (listwise)

195

Descriptive Statistics

fqu22

N
195

Minimum
1

Maximum
7

Mean
5.3897

Std. Deviation
1.248

fqu23

195

5.2359

1.165

fqu24

195

5.9641

1.119

fqu25

195

5.3897

1.277

fqu26

195

4.9949

1.326

fqu27

195

5.5487

1.215

Valid N (listwise)

195

Descriptive Statistics

fqu22

N
195

Minimum
1

Maximum
7

Mean
5.3897

Std. Deviation
1.248

fqu23

195

5.2359

1.165

fqu24

195

5.9641

1.119

fqu25

195

5.3897

1.277

fqu26

195

4.9949

1.326

fqu27

195

5.5487

1.215

Valid N (listwise)

195

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