NGHIÊN CỨU CÁC BIẾN SỐ ẢNH HƯỞNG ĐẾN LÒNG TRUNG THÀNH CỦA KHÁCH HÀNG THẺ ATM TẠI NGÂN HÀNG ĐÔNG Á

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GVHD: L Th Minh Hng
Li M u
Ngy nay hu ht cc cng ty u phi ng u vi s cnh tranh gay gt trn th trng. Vn m cc cng ty cn phi i mt khng phi l thiu sn phm m l thiu khch hng v nht l nhng khch hng trung thnh. Hn na, nhng khch hng trung thnh to ra mt khon li nhun rt ln cho cng ty. Nhiu cng ty xem khch hng trung thnh l li th cnh tranh ca h. Trong lnh vc ngn hng cng vy, s cnh tranh gia cc ngn hng cng rt ln, v nhng khch hng trung thnh l mt ti sn rt quan trng ca h. Vic s dng th ATM ngy nay ang c ph bin m rng, n khng ch em li s thun li cho khch hng trong vic ct gi, s dng tin mt ca mnh m n cn l phng tin cc cng ty tr lng. Trnh dn tr ngy cng cao, mi ngi nhn ra s tin dng, an ton v linh hot ca th, do nhu cu s dng cao. S sinh vin Vit Nam du hc ngy cng nhiu, ngi Vit Nam ra nc ngoi v ngi nc ngoi vo Vit Nam (du lch, cng tc, hi ngh) lin tc tng... Ngn hng ang y mnh h thng ATM trn ton quc thu ht lng khch hng ln, thu ht ngun vn kinh doanh v qung b hnh nh ca ngn hng mnh. Nhiu ngn hng khc c nhiu chnh sch thu ht khch hng s dng dch v ATM ca h nh li sut, s thun tin, mng li phn b, cc iu kin tn dng khcNhng thc t th chi ph b ra thu ht khch hng mi ln hn rt nhiu so vi chi ph gi khch hng v iu quan trng y l ngn hng phi c c cc khch hng trung thnh. l l do khin em thc hin ti: Nghin cu cc bin s nh hng n lng trung thnh ca khch hng th ATM ti ngn hng ng Mc ch cui cng ca nghin cu ny l tm ra nhng yu t no nh hng n lng trung thnh ca khch hng th ATM, t tm cch ci thin nng cao lng trung thnh ca h.
SVTH: Hunh Th Thnh - Lp 30k2.3
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GVHD: L Th Minh Hng
CHNG I C S L LUN V LNG TRUNG THNH CA KHCH HNG

I. TNG QUAN V LNG TRUNG THNH CA KHCH HNG
1. nh ngha lng trung thnh Mt vi nghin cu trong qu kh phn tch tm quan trng ca vic xem xt hai kha cnh hnh vi v thi ca lng trung thnh xut ch s lng trung thnh da trn c s ca vic o lng thi v hnh vi (Pritchard, Howard). Engel v Blackwell (1982) nh ngha lng trung thnh l thi v hnh vi p ng tt hng ti mt hoc mt vi nhn hiu i vi mt loi sn phm trong mt thi k bi mt khch hng. Lng trung thnh cng c nh ngha nh l s cam kt su sc mua li hoc gh thm lai sn phm/dch v a thch trong tng lai, do gy ra s lp li cng nhn hiu or t hng li, d nhng nh hng hon cnh v n lc marketing c kh nng dn n vic chuyn i hnh vi(Oliver, 1999,p.34) Nh nh ngha trn th lng trung thnh gm c hai yu t thi v hnh vi. Cho rng khch hng c hnh vi trung thnh vi mt cng ty th hin thi a thch nhiu hn i vi cng ty, trong s so snh vi i th cnh tranh. Tuy nhin trong mt s trng hp hnh vi trung thnh khng nht thit phn nh thi trung thnh, khi tn ti nhng yu t khc lm cn tr khch hng ri b cng ty. Nu tht bi trong vic tnh ton lng trung thnh c th dn n lng trung thnh gi mo.(dick &basu 1994). V vy t c lng trung thnh ng, cc cng ty nn ng thi tp trung vo c hai th hnh vi v thi trung thnh. (Journal of Retailing80 (2004)317330) 2. Phn loi khch hng theo lng trung thnh Ta c th phn loi khch hng theo yu t lng trung thnh gm cc loi: khng trung thnh, trung thnh, hoc cung tn? Hu ht cc nh bn l, nu h trung thc vi chnh mnh, s nh gi khch hng ca h l khng trung thnh. Khch hng cung tn l
SVTH: Hunh Th Thnh - Lp 30k2.3 Trang 2
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GVHD: L Th Minh Hng
loi khch hng rt nhit tnh, ng h cung nhit. khch hng ny to ra mt khong li nhun cho cng ty m bn khng th tng. Nhng to ra khch hng ny l iu khng thc. Nu phn ln khch hng ca bn mua nhng th theo thch (s kch thch) ca h, nh thuc l v tho mn nhu cu hng ho t bn sau h d nhin c xem xt l trung thnh. S trung thnh c ngha l gn cht vi bn cho d cc i th cnh tranh c th gi thp hn mt vi cent so vi bn v c nhiu s thu ht t chng trnh marketing thng xuyn (frequency program). Con ng ng n khch hng trung thnh l thng qua tri tim ch khng phi l v tin (Terry McKenna, NPN, National Petroleum News; Mar 2007). 3. Li ch ca lng trung thnh khch hng Lng trung thnh ca khch hng c ngha rt ln i vi cng ty. Theo nghin cu th c 20% khch hng trung thnh s mang li 80% li nhun cho cng ty, v t l linhun cho khuynh hng tng theo lng trung thnh ca khch hng. Khch hng trung thnh s c chi ph phc v thp hn so vi khch hng mi v cc giao dch c thc thi theo l trnh quen thuc v h cng t i hi cng ty nhiu hn, h xut tng v sn phm v dch v cho cng ty, ni tt v cng ty v sn phm ca cng ty,ch t hn n nhn hiu v qung co ca nhng ngi ch tranh v t nhy cm hn v gi, mua nhiu hn khi cng ty gii thiu sn phm mi v ci tin cht lng sn phm hin ti. Lng trung thnh c coi l ng gp phn ln vo li nhun cng ty, vic gia tng lng trung thnh s gip cng ty pht trin bn vng hn. Chnh v nhng iu trn vic xy dng lng trung thnh ca khch hng l mt vn cn quan tm ca bt k cng ty no. Mun tn ti v pht trin lu di c cn phi c nhng khch hng trung thnh. Lm th no ginh phn thng trong mt cuc chi ton cu m bn khng th l ngi ngoi cuc. Chc hn y s l nhng cu hi khin khng t cc ch doanh nghip phi au u, nht l trong bi cnh hin ti. Tuy nhin, khi t ra nhng vn , nhiu ngi qun mt mt iu khng km phn quan trng l lm th no xy dng v duy tr lng trung thnh ca khch hng. Ngy nay hu ht cc cng ty u tp trung vo vic thu ht khch hng mi. Nhng khi khng c nhng k nng thu ht khch hng mi, cc cng ty phi c gng gi khch hng hin ti li. c qu nhiu cng
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GVHD: L Th Minh Hng
ty nm mi au kh do h ch lo tranh ginh khch hng mi m mt rt nhiu khch hng hin ti. iu ny cng ging nh vic thm nc vo mt ci m b thng l. Cc cng ty thng nhn mnh vic bn hng hn l trong n lc xy dng cc mi quan h, c gng bn v bn li hn l tp trung chm sc khch hng sau khi bn. Ngy nay, cng vi vic ci thin cc mi quan h vi cc i tc trong chuI cung cp, nhiu cng ty ch n vic pht trin nhng s lin kt cht ch v lng trung thnh i vi ngi tiu dng cui cng. T nhng li ch ca lng trung thnh ta thy rng mt vic rt cn cho cc doanh nghip ngy nay l xy dng lng trung thnh khch hng. Nhng cu hi lm g xy dng v duy tr lng trung thnh? c bit nn tm kim ngun lc u u t gia tng hnh vi trung thnh, nui dng lng trung thnh v ng thi to ra li nhun? l iu ng quan tm. 4. Cc thnh phn ca lng trung thnh a. Hnh vi trung thnh Hnh vi trung thnh tp trung vo gi tr ca khch hng i vi nhn hiu (Schultz &Bailey 2000). nhiu cng ty lng trung thnh ch c ngha khi n chuyn thnh hnh vi mua hng. Hnh vi mua pht ra trc tip v xc thc (hu hnh) tr li cng ty so snh nh hng ca thi trug thnh. V vy i hi cng ty phi xy dng hnh vi trung thnh. Thi trung thnh thun tu ca khch hng khng c hnh vi trung thnh ch cung cp gii hn hoc v hnh i vi cng ty. C 3 loi hnh vi: ngi s dng n (s dng 1 ngn hng), ngi s dng a knh (s dng nhiu ngn hng), v ngi khng s dng. Trong ngi s dng n th hin mc trung thnh cao nht v h ch mua mt nhn hiu trong mi ln mua sm. Hnh vi trung thnh trung bnh c biu th bi ngi s dng a nhn hiu. V cui cng l ngi khng s dng-lng hnh vi trung thnh l t nht Hu nh nhng chng trnh lng trung thnh tn ti ngy nay u hng n hnh vi trung thnh. Tuy nhin, a s cc chng trnh tt c hot ng mc kt hp hnh vi khch hng. iu c ngha l nu mt khch hng chi 100$ trong ca hng ca bn, h s kim c phn thng tng ng hoc tng hn so vi nhng khch hng khc chi tiu mt s tin tng t. Khch hng chi tiu 100$ cho cc ca hng hoc cc loi sn phm khc nhau hay h chi tiu tt c vo mt b phn hoc loi
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GVHD: L Th Minh Hng
sn phm? Khch hng chi tiu tin da vo mu hng bn hay l mu gi hoc c hai? Khch hng thng xuyn mua vi s lng sn phm cao hoc thp? Tr li hai cu hi trc s hiu c v hnh vi mua ca khch hng. Tr li hai cu hi sau s hiu v kh nng sinh li ca khch hng. Nghin cu v lng trung thnh xem lng trung thnh nh l mt hnh vi (lng trung thnh nng ct, or kh nng ca vic mua lp li), theo hng ny lng trung thnh c o lng nh l mt s chuyn i thp, hoc kh nng la chn mt nhn hiu trong thi gian di. V vy, nhng khch hng khc nhau chi tiu s tin nh nhau c th khc nhau rt ln v hnh vi mua vi nhng kha cnh: + Hnh vi mua + Kh nng sinh li cho cng ty (nh mc thng xuyn ca hnh vi mua). b. Thi trung thnh Thi c nh ngha l mt chiu hng tm l c th hin bi vic nh gi yu t c trng vi mc ng h or khng ng h (Eagly & Chaiken,1993). Thi : bao gm 3 thnh phn: s hiu bit v nim tin ca khch hng, s cm nhn or nh gi ca khch hng, nh hng n hnh ng v s th ng ca khch hng. Lng trung thnh ca khch hng cng c o lng nh l mt thi (s a thch nhn hiu, nh mua, or s cam kt). Cch tip cn ny tp trung vo s a thch nhn hiu, nh mua, v s sn sng tr mt mc gi cao (Marcin Pont; Lisa McQuilken). Nghin cu v thi cung cp s thng sut v l do mt khch hng biu th hnh vi trung thnh. V d mt khch hng c th mua v c tnh chc nng, c tnh cht lng, hoc n gin ch l gi. o lng thi trung thnh s gip ngi qun l thng hiu hiu v l do v sao mt khch hng mua nhn hiu ca h cng nh ca i th cnh tranh, v nhng im mnh v im yu ca h. S sng t s gip h lp k hoch chng trnh marketing hiu qu. V d, nu ngi qun l tm thy rng a s khch hng ca h c cm nhn v nhn hiu ca h l c cht lng thp, h c th xem xt mt vi chin lc ci thin nh m rng s m bo ca sn phm(cht lng), tng cm nhn ca khch hng. Thi trung thnh c nh ngha trong cc bi cnh ca thng hiu nh n chim gi nhng kha cnh ca s nhn thc v s tc ng ca lng trung thnh nhn hiu, nh s thch v s cam kt (Dekimpe & steenkampe,1996). Thi trung thnh th
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GVHD: L Th Minh Hng
hin n t hng cao hn, or di hn, li cam kt ca khch hng i vi t chc m khng th suy ra c ch t vic quan st hnh vi mua hng lp li ca khch hng (Shankar, smith, &Rangaswamy,2000). Thi khch hng nh hng n hnh vi ca khch hng. Tuy nhin, mt thi c th khng chuyn thnh hnh vi mua hng khi c mt thi thin ch hn hng n mt nhn hiu khc. Kha cnh v thi ca khch hng c o lng thng qua kho st d liu khch hng. Mt phng php khc l tp trung vo nhm v phn hi ca khch hng.
II. MI LIN H GIA S THO MN V LNG TRUNG THNH CA KHCH HNG

S tho mn v lng trung thnh ca khch hng c s lin quan vi nhau cao. Theo Oliver (1999), s tho mn ca khch hng xut hin thng qua vic s dng sn phm, l mt bc cn thit xc nh lng trung thnh. Nhng hai yu t ny c cu hnh ring bit. S tho mn ca khch hng vi ngn hng l c s tt cho lng trung thnh (Bloemeretal. 1998, Pont and Mc Quilken, 2005), mc d iu khng m bo bi v thm ch nhng khch hng tho mn vn chuyn i ngn hng. Mt l do quan trng cho vic chuyn i l gi c. Tng t gi tr cm nhn l s nh gi ca khch hng v tnh hu ch ca sn phm, da trn c s s nhn thc v nhng g c nhn v nhng g cho i. Nh vy, khch hng s trung thnh nu gi tr h nhn c c xc nh l tng i ln hn s mong i t i th cnh tranh (Kandampully 1998). Tht quan trng cho rng gi tr cm nhn l ch quan v c nhn, khc nhau gia nhng ngi tiu dng. (Ravald and Gronroos 1996). Nhiu ngi nghin cu nghin cu mi quan h gia s tho mn v long trung thnh. Trong qu kh nhiu nh nghin cu cung cp bng chng v mi quan h gia s tho mn v lng trung thnh. Bitner (1990) a ra thng bo rng s tho mn c s nh hng trc tip n lng trung thnh. Hn na, Rust et al.(1993) tm mt s lin kt gia s tho mn v lng trung thnh s dng d liu t th trng ngn hng v t chui khch sn quc gia. c bit, Oliver (1980) pht biu rng lng trung thnh c s nh hng tch cc n thi . Thi tch cc ny c tm iu chnh thi hng n sn phm hoc nhn hiu, nh l tng mc tin tng, tng nh mua hng.
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GVHD: L Th Minh Hng
S tho mn ca khch hng cng lm gia tng mc nh hng tch cc n thi . Da trn l thuyt ca Howard v Sheths (1969) vic xem xt thi trong khi mua l mt chc nng ca s so snh nhn thc gia s k vng v s tho mn ngay khi mua, v thi trc khi mua. Nhiu nh nghin cu v khch hng cng nhn mi quan h nhn qu gia s tho mn v d nh mua. Fornell et al. (1996) cho rng tng s tho mn cng lm tng lng trung thnh trong gii hn kh nng mua lp liv s chp nhn gi mua lp li. Gn y, Oliver (1999) cho rng s tho mn l s bt u ca chui chuyn tip n cc ca trng thi trung thnh.
III. M HNH NGHIN CU LNG TRUNG THNH

1. Nhiu nghin cu trc y cp mi quan h nhn qu gia cht lng dch v, s tha mn v s trung thnh trong m hnh truyn thng c tng qut ho nh hnh sau:
Cht lng nhn thc Khch hng tho mn Khch hng trung thnh
M hnh1. Tch hp s trung thnh ca khch hng S tha mn l s p ng v s nh gi ca khch hng v trng thi mn nguyn (Oliver, 1997). S tha mn theo Parasuraman (1994) l kt qu tng hp ca cht lng dch v, cht lng sn phm v ci hoc theo Mittal et al (1998) l cht lng dch v ct li, dch v c nhn v gi. M hnh o lng khi nim s trung thnh tin trin qua ba giai on, u tin n ch o hnh vi mua lp li (Jacoby & Chestnut, 1978) c nh gi l qu gin lc do b qua cc yu t tnh hung (Omally, 1998; Dick & Basu, 1994), hoc khng th gii thch s trung thnh t nguyn hay trung thnh p buc (Hirschman, 1970; Johnson, 1982; Levinger,1979; Ping, 1993) nn yu t thi c a vo gii thch cho s trung thnh (Linderstat, 1998). Cui cng yu t nhn thc c a vo v khch hng phi tri qua giai on trung thnh nhn thc trn c s kin thc hay nim tin c v thng hiu (Glember & Brown, 1996).
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GVHD: L Th Minh Hng
Nh vy, s trung thnh i hi cng lc nim tin (nhn thc), cm tnh (thi ) v hnh ng mua lp li (hnh vi). y l phng php tip cn kiu tch hp. S tha mn cao s gim bt li ch cm nhn ca cc dch v thay th v dn n s trung thnh cao hn (Anderson & Sullivan, 1993), cht lng nhn thc v s tha mn nh hng n s trung thnh (Johny, 2001), s tha mn dn n hnh vi mua li v dn n s trung thnh. Hn ch ca m hnh ny l qu gin lc khng th hin y cc yu t tc ng n s trung thnh. V th m cc nh nghin cu a ra m hnh 2. 2. Do cu trc th trng v bn cht cnh tranh bin i trong nhng nm gn y, nhiu nghin cu cho thy cc m hnh truyn thng v s trung thnh km ph hp gii thch thc tin v cnh tranh trong cc ngnh dch v. Cc nh nghin cu cng pht hin cc khi nim mi c tc ng iu chnh i vi cc m hnh truyn thng. C th, cc m hnh nghin cu ti th trng mt s nc chu gn y thng tip cn theo khi nim chi ph chuyn i nh cung cp, cp tnh hung khch hng khng tha mn dch v hin ti, mun chuyn sang dch v khc s gp phi gnh nng nh kh khn v ti chnh, tm l, x hi, ri ro, Beerli, Martin v Quintana(2004) nghin cu lng trung thnh trong lnh vc ngn hng v a ra m hnh di, nhng yu t nh hng n lng trung thnh ca khch hng trong ngnh ngn hng l cht lng cm nhn, s tho mn, chi ph chuyn i.
Cht lng cm nhn
S tho mn
Chi ph chuyn i
Lng trung thnh
M hnh 2. M hnh lng trung thnh - Cht lng cm nhn. Cht lng cm nhn c quan h mt thit vi s tho mn v lng trung thnh v s khc bit gia chng khng c xc nh r rng. Trong vic nghin cu lm sng t
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GVHD: L Th Minh Hng
s khc bit gia s tho mn v cht lng cm nhn, Anderson (1994) cho rng s tho mn i hi kinh nghim tiu dng trc v ph thuc vo gi, nhng ngc li cht lng c th c cm nhn m khng cn kinh nghim tiu dng trc v thng khng ph thuc vo gi. Tuy nhin trong trng hp m mc sn sng ca thng tin t hoc s nh gi cht lng l kh khn th gi c th l yu t ca cht lng. Cht lng cm nhn c nh ngha nh l kt qu ca s so snh ca khch hng gia s mong i ca h v dch v v s nhn thc ca h v cch thc dch v c p ng. (Parasuraman et al., referred to in Caruana, 2002) - S tho mn khch hng. S tho mn l mt th c trc lng trung thnh. Trong mi trng kinh doanh cnh tranh cao, s tho mn khch hng l mt yu t quan trng i vi s thnh cng, v s tho mn khch hng gip cng ty duy tr c khch hng v v vy to li nhun cho t chc (Jamal v Kamal, 2002). S tho mn l mt cm gic hay thi ca khch hng hng n mt sn phm hay dch v sau khi s dng. Lin (2003) nh ngha s tho mn khch hng l u ra ca s nhn thc v nh gi tch cc ca vic so snh gia gi tr mong i v gi tr nhn c. Gi tr nhn c m t hn s mong i th dn n vic khch hng khng tho mn, mt khc, gi tr cm nhn m ln hn mong i th khch hng s tho mn. S k vng ca khch hng c xem nh l c mong hay l mong i ca con ngi. N c hnh thnh t nhu cu c nhn, kinh nghim mua trong qu kh, li khuyn t bn b v ngi thn, thng tin ca ngi lm marketing v i th cnh tranh. Thng tin bn ngoi lm cho k vng khch hng tng ln. Gi tr nhn c v dch v l nhng g m khch hng thc s nhn c khi h s dng xong dch v. Do dch v c tnh v hnh, khng ng nht, khng lu gi v tiu th ng thi nn khch hng nhn bit dch v sau khi so snh vi k vng ca mnh, qua nhn thc v cht lng dch v. Nh vy da vo nhn thc, c th chia s tho mn thnh ba mc khc nhau: + Mc khng hi lng: khi mc nhn c ca khch hng nh hn k vng + Mc hi lng: khi mc nhn c ca khch hng bng k vng + Mc rt hi lng: khi mc nhn c ca khch hng ln hn k vng
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GVHD: L Th Minh Hng
- Chi ph chuyn i. Chi ph chuyn i c nh ngha nh l nhng yu t k thut, ti chnh hoc l tm l m to kh khn hoc chi ph ln cho khch hng khi thay i s dng nhn hiu khc. Theo nh ngha ca Jackson (1985), th n gm tng chi ph kinh t, tm l v vt cht. Chi ph chuyn i ti chnh hoc kinh t l mt chi ph chm xut hin khi khch hng thay i nhn hiu ca h, n c xem l mt chi ph cn tr khch hng chuyn sang nhn hiu ca i th cnh tranh (Andin anh Ozer, 2005). Chi ph chuyn i xut pht t qu trnh to quyt nh mua ca khch hng v khi thc hin quyt nh mua ca h. Khch hng nhn thy ri ro cao i vi mt nhn hiu h cha tng s dng. c bit trong ngnh dch v, bi v cht lng dch v khng th c nh gi trc khi s dng. Khch hng ngi m thu thp thng tin gim s lo lng v mt quyt nh mua sai s s dng tt c nhng kinh nghim mua trc . Trong qu trnh ny, nu khch hng chuyn nhn hiu h s so snh nhn hiu chuyn i vi nhn hiu hin ti. Nhng nhng la chn thng khng sn sng, v y l mt yu t cn tr h. Chi ph chuyn i l mt yu t nh hng trc tip ln s nhy cm ca khch hng v gi, v v vy n nh hng n lng trung thnh ca khch hng (Aydin and Ozer, 2005). Cc nghin cu chng minh c rng chi ph chuyn i ng vai tr bin iu chnh mi quan h gia s tha mn v s trung thnh. Ni cch khc, vi mt mc tho mn nht nh, mc trung thnh c th thay i tu thuc bin thay i ca chi ph chuyn i. M hnh ny th hin cc yu t nh hng n lng trung thnh r hn m hnh truyn thng, nu r mi tng quan gia cc bin s i vi lng trung thnh. i vi nghin cu v cng c ATM ca ngn hng th nhng yu t cn nghin cu nh: cht lng my ATM, s thun tin, mng li my ATM, chi ph s dng ATM v chi ph dch v khi s dng th, s nhit tnh ca nhn vin. Chi ph chuyn i gm c chi ph v thi gian, vt cht v vic tm hiu v ngn hng mi, lm th ATM mi v nhng bt tin khi thay i s ti khon mi.
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GVHD: L Th Minh Hng
IV. Tng quan v sn phm ca ngn hng

1. Khi nim sn phm ngn hng V c bn mt sn phm do mt t chc cung cp n phi c kh nng tho mn mt nhu cu nht nh no ca khch hng. Trn thc t, hot ng ca ngn hng ang cung cp cc sn phm dch v tho mn nhu cu ca khch hng trn th trng nh: dch v tin gi k thc, dch v cho vay, dch v chuyn tin, dch v t vn, i l kinh doanh chng khon, ti tr thng mi quc t, dch v cho thu kt st, gi tin qua m, dch v thanh ton, cc dch v v th 2. Phn loi sn phm dch v ngn hng Da vo nhu cu ca khch hng ta c th phn thnh cc nhm sn phm dch v ngn hng - Nhm sn phm dch v tho mn nhu cu v tin nh cc khon cho vay - Nhm sn phm dch v tho mn nhu cu thu nhp nh tim gi tit kim, dch v u t - Nhm sn phm dch v tho mn nhu cu v thanh ton v chuyn tin nh sc, th - Nhm sn phm dch v tho mn nhu cu v thng tin nh dch v thng tin thi trng, lut php, bo lnh - Nhm sn phm dch v tho mn nhu cu v chuyn mn su nh t vn v thu, d n v t vn u t. 3. c im ca sn phm dch v ngn hng Sn phm ngn hng c th hin di dng dch v nn n c nhng c im sau: - Tnh v hnh Sn phm ngn hng thng thc hin theo mt quy trnh ch khng phi l cc vt th c th c th quan st, nm gi c. V vy, khch hng ca ngn hng thng gp kh khn trong vic ra quyt nh la chn, s dng sn phm dch v. H ch c th kim tra v xc nh cht lng sn phm dch v trong v sau khi s dng. Bn cnh , mt s sn phm dch v ngn hng i hi phi c trnh chuyn mn cao v tin tng tuyt i nh gi tin, chuyn tin, vay tin. Cc yu cu ny lm cho vic nh gi cht lng sn phm dch v ngn hng cng tr nn kh khn, thm ch ngay c khi
Chuyn tt nghip
GVHD: L Th Minh Hng
khch hng ang s dng chng. V vy, mt trong nhng hot ng quan trng ca ngn hng l phi to dng v cng c c nim tin i vi khch hng bng cch nng cao cht lng sn phm dch v cung ng, khuch trng hnh nh, uy tn, to iu kin khch hng tham gia vo hot ng tuyn truyn cho ngn hng v y mnh cng tc xc tin hn hp. - Tnh khng th tch bit Qu trnh cung cp v qu trnh tiu dng sn phm dch v ngn hng xy ra ng thi, c bit l c s tham gia trc tip ca khch hng vo qu trnh cung ng sn phm dch v ca ngn hng, thng c tin hnh theo nhng quy trnh nht nh khng th chia ct ra thnh cc loi thnh phm khc nhau nh quy trnh thm nh, quy trnh cho vay, quy trnh chuyn tinSn phm c cung ng trc tip ngi tiu dng khi v ch khi khch hng c nhu cu; qu trnh cung ng din ra ng thi vi qu trnh s dng sn phm dch v ca ngn hng. c im ny i hi ngn hng phi c s phi hp cht ch gia cc b phn trong vic cung ng sn phm dch v, ng thi phi xc nh nhu cu ca khch hng v cch thc la chn s dng sn phm dch v v ngn hng. c bit cc ngn hng thng to dng, duy tr v pht trin mi quan h gia khch hng v ngn hng bng cch nng cao cht lng sn phm dch v cung ng, pht trin hot ng chm sc khch hng trong ton th i ng cn b nhn vin ngn hng v hin i ho h thng cung ng. - Tnh khng n nh v kh xc nh Sn phm dch v ngn hng c cu thnh bi nhiu yu t khc nhau nh trnh i ng nhn vin, k thut cng ngh v khch hng. ng thi sn phm dch v ngn hng cn c thc hin khng gian khc nhau nn to nn tnh khng ng nht v thi gian, cch thc thc hin v iu kin thc hin. Cc yu t ny an xen chi phi ti cht lng sn phm dch v, nhng li thng xuyn bin ng; c bit l i ng nhn vin giao dch trc tip l yu t quyt nh v to ra s khng n nh v kh xc nh v cht lng sn phm dch v ngn hng. V c bn, tnh bin thin trong dch v cng d xy ra v xy ra thng xuyn hn. * Ngn hng v lng trung thnh
Trang 12
Chuyn tt nghip
GVHD: L Th Minh Hng
Trong thp k qua, lnh vc dch ti chnh tri qua nhng s thay i rt mnh m, dn n th trng ti chnh c c trng bi s cnh tranh mnh m, gia tng cc nhu cu c bn, bi b cc qui nh. C nhiu chnh sch duy tr khch hng. gia tng lng trung thnh ca khch hng, nhiu ngn hng gii thiu cc sn phm v dch v ci tin ca h. Cc ngn hng truyn thng hot ng trong mt mi trng tng i n nh, trong nhiu thp nin. Tuy nhin, ngy ny n phi i mt vi s cnh tranh mnh m trong mt mi trng hi nhp mi. Kt qu ca s cnh tranh gn y l cc ngn hng truyn thng mt mt t l ng k th phn cho cc i th cnh tranh phi ngn hng. Cc ngn hng nhn thy rng khng c ngn hng no c th cung cp tt c cc sn phm v l ngn hng dn u i vi mi khch hng. H tm kim nn tng mi cho s cnh tranh v h phi ci tin cht lng sn phm, dch v ca h. Mt ngn hng phi to ra mi quan h khch hng, gi tr h cung cp cho khch hng vt ra khi mt sn phm ct li. iu ny c ngha phi tng thm cc yu t v hnh v hu hnh vo sn phm ct li, v vy cn to ra v tng cng sn phm tng thm. Mt ngn hng c tnh cnh tranh c ngha rng, v tr cnh tranh, chin lc marketing, vic s dng cng ngh thng tin, cht lng sn phm/dch v v kh nng qun l mi quan h khch hng di hn phi p ng c th trng v nh hng khch hng. Vic gia tng tm quan trng ca marketing quan h trong nhng nm gn y, c bit trong ngnh sn xut dch v, nh ngn hng, c quan tm nhiu trong cc chng trnh v lng trung thnh. Nhiu tc gi nghin cu v tnh xc thc ca vic tn ti mi quan h gia lng trung thnh v nng lc kinh doanh ca cng ty. Lng trung thnh ca khch hng khng ch lm tng gi tr kinh doanh m n cn gip duy tr mc chi ph thp hn so vi vic thu ht nhng khch hng mi.
Trang 13
Chuyn tt nghip
GVHD: L Th Minh Hng
PHN II TNH HNH HOT NG KINH DOANH CA NGN HNG NG

I> TNG QUAN V NGN HNG NG 1. Gii thiu v ngn hng ng a ch: 130 Phan ng Lu, Phng 3, Qun Ph Nhun, Tp.H Ch Minh in thoi: (84.8) 995 1483 - 995 1484 Fax: (84.8) 995 1603 - 995 1614 E-mail: dichvukhachhang@dongabank.com.vn Website: www.dongabank.com.vn Ngn hng ng (DongA Bank) c thnh lp vo ngy 01/07/1992. Hi s t ti 130 Phan ng Lu, Phng 3, Qun Ph Nhun, TP.HCM. Vi s vn iu l ban u l 20 t ng, n cui nm 2006 tng ln 880 t ng v nm 2007 l 1400 t ng, trong vn ca c ng php nhn l 40%. Vi s lng hn 56 ngi lc mi khai trng, n nay tng s nhn s ca ng l 1.565 ngi. Ngn hng c hai cng ty trc thuc l cng ty Chng khon ng v cng ty kiu hi ng . Cng vi qu trnh hi nhp, cnh tranh trong lnh vc ngn hng ang din ra ngy cng gay gt vi s gp mt ca nhiu ngn hng, t chc ti chnh trong nc v quc t. Chin lc "Hi nhp v Pht trin" ca Ngn hng ng xc nh m hnh hot ng ca ng trong giai on mi theo hng mt tp on ti chnh mnh, gm nhiu cng ty c phn thnh vin: cng ty chng khon, cng ty kiu hi, cng ty ti chnh, cng ty chuyn mch ti chnh, cng ty th, cng ty sn xut my ATM... M hnh ny s pht huy c nhng th mnh ca Ngn hng ng trong cc dch v ti chnh chuyn bit, ng thi tranh th c ngun lc v tnh chuyn nghip ca cc i tc khc nhau trong tng lnh vc. Ngn hng ng s ng vai tr l nh u t trong cc cng ty trn, ng thi tp trung vo thc hin chc nng ca mt ngn hng thng mi tr thnh mt trong nhng ngn hng tt nht ca VN. Ngn hng ng c ngi tiu dng bnh chn l "Thng hiu Vit nam ni ting nht" ngnh Ngn hng - Ti chnh - Bo him nm 2006, c nhn cc gii thng Cp Vng Thng hiu Nhn hiu, Sao Vng t Vit, Dch v Uy tn cht lng nm 2005,2003.
Chuyn tt nghip
GVHD: L Th Minh Hng
Vi phng chm: "Thnh cng ca khch hng l thnh cng ca Ngn hng", Ngn hng ng lun c gng p ng cao nht cc yu cu ca khch hngch hng. V th, Ngn hng ng ngy cng nhn c s tin tng ca khch hngch hng trong vic thc hin cc giao dch ti chnh, c bit ng c Ngn hng Nh Nc v cc T chc Quc t chn lm i tc trong vic thc hin cc d n ti tr ti chnh ti Vit Nam (T chc Hp tc Pht trin Quc t ca Thy in - SIDA, Qu pht trin nng thn - RDF, Ngn hng Hp Tc Quc T ca Nht Bn - JBIC). Qua hn 15 nm hot ng, ngn hng ng khng nh l mt trong nhng ngn hng c phn pht trin hng u ca Vit Nam, c bit l ngn hng i u trong vic trin khai cc dch v ngn hng hin i, p ng nhu cu thit thc cho cuc sng hng ngy. 2. C cu t chc ca ngn hng ng a. S t chc ca ngn hng ng Ngn hng ng t chc v hot ng theo s t chc sau:
Hi ng qun tr
Ban kim sot Ban tng gim c
Ban t vn
Cng ty trc thuc
Cc b phn ti hi s
S gio dch
Cc chi nhnh cp I
Vn phng i din
im giao im giao dch dch b. Gii thiu v chi nhnh cp 1 Nng a) Chc nng
Cc chi nhnh cp II
Trang 15
Chuyn tt nghip
GVHD: L Th Minh Hng
- Thc hin cc hot ng kinh doanh ca ngn hng theo ni dung giy php ca ngn hng Nh Nc v theo s u quyn ca Tng gim c - Qun l cc hot ng kinh doanh ca cc chi nhnh cp 2 theo s u quyn ca tng gim c - Tham mu cho ban tng gim c v cc vn lin quan n hot ng kinh doanh ca chi nhnh b) Nhim v - T chc thc hin cc nghip v kinh doanh ca ngn hng theo phn cp ca Ban Tng gim c mt cch hiu qu - Chu trch nhim qun l cc hot ng kinh doanh ca cc chi nhnh cp 2 theo s u quyn ca Tng Gim c - Tm kim v thu ht khch hng - Tit kim chi ph, hn ch ri ro nhm nng cao hiu qu hot ng - Tch cc phi hp vi cc b phn khc trong vic trin khch hngai cc nghip v kinh doanh v pht trin quy m hot ng ngn hng - Thu thp cc thng tin v khch hng v cc ngn hng ti a bn hot ng ca chi nhnh - Bo co tnh hnh hot ng ca chi nhnh v ca cc chi nhnh cp 2 theo yu cu ca tng gim c v cc phng nghip v ti tr s - T chc lu tr, bo qun h s chng t pht sinh ti chi nhnh cp 2 theo quy nh ca tng gim c - Lu tr h s php l ca chi nhnh v h s CB-CNV ti chi nhnh - Chp hnh cc quy nh, quy trnh do hi ng qun tr v ban tng gim c ban hnh - Tham mu cho ban tng gim c v cc vn lin quan n hot ng kinh doanh ca chi nhnh c. C cu t chc ca chi nhnh Nng * S c cu t chc ca chi nhnh
Trang 16
Chuyn tt nghip Gim c chi nhnh
GVHD: L Th Minh Hng
Ph gim c chi nhnh
Phng k ton
Phng kinh doanh tn dng
Phng ngn qu
T hnh chnh
Chi nhnh trc thuc
Phng giao dch
* Chc nng, nhim v ca cc b phn ca chi nhnh + Nhim v, quyn hn ca gim c chi nhnh - Thc hin cc cng vic theo hn mc c tng gim c u quyn - Chu trch nhim iu hnh hot ng hng ngy ti chi nhnh - c quyn iu ng nhn s trong phm vi c qun l: trong ni b tng chi nhnh, giu cc chi nhnh trc thuc s qun l ca gim c chi nhnh - K duyt cc vn bn, cc hp ng thuc phm vi trch nhim c u quyn ca ban Tng gim c - Ph bin ch trng, chnh sch ca ban tng gim c cho nhn vin. - Ph bin k hoch c tng gim c giao v tin thc hin k hoch cho nhn vin trong chi nhnh. - Bo co theo yu cu ca tng gim c v gim c chi nhnh qun l trc tip.
Chuyn tt nghip
GVHD: L Th Minh Hng
- Qun l ti sn ca chi nhnh. - Tham mu cho tng gim c v gim c chi nhnh qun l trc tip v cc hot ng ca chi nhnh. - xut vi lnh o cp trn cc vn vt qu thm quyn. + Nhim v, quyn hn ca ph gim c chi nhnh - Thc hin cc cng vic theo s u quyn ca tng gim c - Thc hin cc cng vic khc theo s phn cng ca gim c chi nhnh - iu hnh hot ng ca chi nhnh khch hng gim c trong thi gian gim c vng mt + Phng kinh doanh-tn dng: Chc nng - Cung cp vn cho khch hngch hng thng qua nghip v tn dng v bo lnh trong v ngoi nc - Thc hin nghip v thanh ton quc t - Thc hin cc nghip v kinh doanh gm: kinh doanh ngoi t, vng v cc loi chng t c gi - Thc hin nghip v chi tr kiu hi Nhim v - Thc hin cc loi hnh tn dng v bo lnh trong v ngoi nc theo ch trng ca ban tng gim c - Qun l, lu tr cc h s v cc chng t khcc lin quan n hot ng tn dng, kinh doanh, thanh ton quc t theo quy nh ca ngn hng ng - Thc hin bo co thng k v hot ng tn dng, kinh doanh, thanh ton quc t ca chi nhnh cho tng gim c v cc c quan nh nc - Thc hin cc nhim v khc c lin quan n hot ng tn dng, kinh doanh, thanh ton quc t do gim c chi nhnh v ban tng gim c yu cu + Chc nng, nhim v ca phng k ton Chc nng - Ghi chp, phn nh kp thi v chnh xc cc nghip v pht sinh v tnh hnh ti chnh ca chi nhnh
Chuyn tt nghip
GVHD: L Th Minh Hng
- Huy ng vn thng qua hnh thc nhn tin gi v pht hnh cc loi k phiu, tri phiu - Cung cp cc dch v thanh ton qua ngn hng - Tham mu cho gim c chi nhnh v qun tr ti chnh ca chi nhnh Nhim v - Ghi chp chnh xc, kp thi, y , r rng, d hiu tt c cc nghip v pht sinh lin quan n hot ng ti chnh ca doanh nghip - M v qun l ti khon thanh ton cho khch hng. m v qun l ti khon ca chi nhnh ti t chc tn dng khc hoc chi nhnh ngn hng Nh nc - Thc hin nghip v nhn v chi tr vn, li tit kim v pht hnh cc loi k phiu, tn phiu, tri phiu theo ch trng ca ban tng gim c - i chiu, kim tra nghip v tit kim, nghip v k ton pht sinh hng ngy gia chi nhnh cp vi cc n v khc trong cng h thng. i chiu tn qu cui ngy vi b phn ngn qu - Thc hin cc dch v thanh ton chuyn khon qua ngn hng, thc hin dch v chuyn tin nhanh - Chp hnh nghim chnh ch thng k, k ton ca Nh nc v ca ngn hng ng - Hn ch ri ro trong qu trnh thc hin nghip v v tit kim chi ph cho ngn hng - Lu tr chng t k ton ti b phn theo quy nh ca tng gim c - Thc hin cc cng vic khc do gim c chi nhnh v ban tng gim c yu cu + Chc nng, nhim v ca phng ngn qu Chc nng - Qun l ton b tin mt bng Vit Nam ng, ngoi t, vng, k phiu, tn phiu, tri phiu v cc chng t c gi tr ti chi nhnh - Thc hin cc dch v thu-chi h, kim m h v qun l h ti sn - Tham mu cho gim c chi nhnh v hot ng ngn qu Nhim v
Chuyn tt nghip
GVHD: L Th Minh Hng
- Thc hin cc nghip v thu chi tin mt, vng, ngoi t v cc giy t c gi tr ti chi nhnh - Thc hin vic giao, nhn tim mt, vng, ngoi t i vi chi nhnh ngn hng Nh nc v cc t chc tn dng khc - Hn ch ri ro trong vic trin khai hot ng ngn qu - Thc hin cc quy nh v qun l, bo mt v an ton khch hngo qu - Thc hin cc dch v thu chi h, kim m h bng tin mt ti chi nhnh hoc ti ni khc theo yu cu ca khch hng - Lu tr cc chng t s sch v hot ng ngn qu theo quy nh ca tng gim c - Thc hin cc cng vic khch hngc do gim c chi nhnh v ban tng gim c yu cu + Chc nng, nhim v ca t hnh chnh Chc nng: ph trch cc vn v hnh chnh ca chi nhnh Nhim v - Qun l con du, giy gii thiu ca chi nhnh - Mua, phn phi, bo tr, iu ng v qun l theo di vic s dng cc ti sn c nh, cng c lao ng, vn phng phm v in nc ca chi nhnh - T chc vic bo v an ninh v phng chy cha chy cho chi nhnh - Tip nhn, phn phi v lu tr cng vn n - Gi vn th, bo co cho bn ngoi - Tng hp v bo co nh k tnh hnh hot ng kinh doanh ca chi nhnh cho ban tng gim c - Theo di vic chm cng v thc hin vic tnh lng, ph cp hng thng cho nhn vin - Theo di v thc hin ch ph cp, ch BHXH, BHYT cho nhn vin - Thc hin cc cng vic khch hngc do gim c chi nhnh v ban tng gim c yu cu + Chc nng, nhim v ca chi nhnh trc thuc v phng giao dch trc thuc chi nhnh thc hin theo quy ch do Hi ng Qun Tr ngn hng ng ban hnh
Chuyn tt nghip
GVHD: L Th Minh Hng
II. TNH HNH HOT NG CA NGN HNG NG

1> C s vt cht k thut hot ng ca ngn hng ng din ra bnh thng n nh v thun li, th s hot dng n nh ca my mc thit b l iu kin ht sc quan trng v mi hot ng nghip v, qun l iu hnh u c con ngi thc hin thng qua cc my mc thit b v ph thucvo s hot ng n nh ca chng. Bt k mt s trc trc no cng dn n s sai lch v nh tr trong qu trnh hot ng gy nh hng nghim trng ti kt qu hot ng ca ngn hng. C th ni ngn hng s ngn hng s khng th hot ng nu khng c s phc v ca cc phng tin my mc thit b. My mc thit b cng tin tin cng hin i th qu trnh hot ng v qun l s din ra nhanh chng, thun li tit kim c thi gian, nng cao hiu qu hot ng. Trong nhng nm qua ngn hng ng khng ngng hin i ho cc loi trang thit b my mc hin i ho cc loi hnh sn phm dch v ca ngn hng to nn tng cho cnh tranh trong thi gian ti. Trong c bit l cc loi thit b phc v cho hot ng chuyn mn c ngn hng ch trng u t gm cc loi: my m tin, my soi tin, my b tin, my rt tin t ng (ATM), my chp nhn th (POS), my vi tnh, my fax, my telex l iu kin hin i ho cc cc hot ng nghip v n c lin quan trc tip ti cht lng dch v ca ngn hng. Khng nhng gip cho ngn hng to uy tn, tho mn c yu cu ca khch hng m cn gp phn hn ch nhng thit hi trc tip cho ngn hng cho ngn hng. Chng hn nu thit b hot ng sai lch, khng chnh xc n c nh cc my soi tin gi, my m tin c s trc trc trong qu trnh hot ng th kh c th m c chnh xc lng tin cng nh kh c th pht hin ra c tin gi t gy nn thit hi cho chnh ngn hng v nh mt uy tn vi khch hng. Cng nh cc h thng my tnh v phn mm qun l nu c trc trc xy ra th s gy nn hin tng tc nghn hoc lm sai lch nghip mang tnh dy chuyn trong h thng. V tm quan trng nh vy nn vic u t v bo dng l mt vic ht sc cn thit, nghim tc; y cng l mt dng u t cho tng lai. Tt c h thng ngn hng ng u m bo trang b y cc my mc thit b tin tin nhm to ng lc cho s pht trin v m rng hot ng trong tng lai.
Chuyn tt nghip
GVHD: L Th Minh Hng
Ngoi ra i vi lnh vc ngn hng, c s h tng c vai tr quan trng hn nhng g ta ngh v quan trng hn vi nhiu lnh vc khc. N biu th sc mnh v tim lc ti chnh ca ngn hng, qua to nn uy tn, s an tm cho khch hng giao dch vi ngn hng. V th m ngn hng ng u t mt lng vn rt ln thit lp mt h thng c s h tng khang trang. Hin nay ngn hng ng xy li tr s mi l mt to cao c 8 tng rt hin i, v xy dng mt s chi nhnh c quy m h tng c s ln nh chi nhnh ti 51-nguyn Vn Linh- Nng. V vic u t cho thit b v h tng c s rt ln c nh hng trc tip ti hiu qu hot ng ca ngn hng, nn vic bo dng l mt vic cn c s quan tm ch ng. Ngn hng cng dy dng cho mnh mt quy trnh lin quan n hot ng ny. 2> Lc lng cn b cng nhn vin
1600 1400 1200 1000 ngi 800 600 400 200 0 1565 1375 1053 824
2004
2005
2006 nm
2007
Vi s lng hn 56 ngi lc mi khai trng hot ng vo nm 1992, n nay tng s nhn s ca ng l 1.565 ngi, tui i bnh qun l 32 tui, trong trn 60% c trnh i hc hoc trn i hc. Trong nhng nm qua, quy m hot ng ca ngn hng ng tng trng cao, hng nm c n trn chc chi nhnh c thnh lp trn phm vi ton quc, s lng cn b cng nhn vin v th m cng tng ln rt nhanh chng. Bn cnh s tng trng v s lng, cn b cng nhn vin ca ngn hng ng cng c nhng bc pht trin v cht. Hng nm ngn hng ng u c t chc cc kho o to nghip v cho cn b cng nhn vin trong ton h thng ngn hng. ng v cc k nng chuyn mn nghip v, cc k nng giao tip khch hng, nhng k nng trong vic s dng cng ngh mi vo hot ng ngn hng; to nn mt i ng
Chuyn tt nghip
GVHD: L Th Minh Hng
cn b cng nhn vin tho v Vn ho giao tip vng v chuyn mn nghip v.,. c bit, thng qua nhiu chng trnh o to trong v ngoi nc, trnh ca lc lng nhn s ny v ang ngy cng chuyn su, p ng nhu cu pht trin trong hin ti v tng lai ca ngn hng. Cng vi qu trnh hi nhp, cnh tranh trong lnh vc ngn hng ang din ra ngy cng gay gt vi s gp mt ca nhiu ngn hng, t chc ti chnh trong nc v quc t. Chin lc "Hi nhp v Pht trin" ca Ngn hng ng xc nh m hnh hot ng ca ng trong giai on mi theo hng mt tp on ti chnh mnh, gm nhiu cng ty c phn thnh vin: cng ty chng khon, cng ty kiu hi, cng ty ti chnh, cng ty chuyn mch ti chnh, cng ty th, cng ty sn xut my ATM Ngy nay, con ngi c nh gi l ht nhn cho s pht trin mnh v bn vng. Con ngi c trnh l ti sn qu gi nht, h l lc lng tip thu nhanh mnh nhng tin b thnh tu khoa hc k thut tin tin v c th p dng linh hot vo mi trng c th; h cng l ngun cung cp nhng sng to quan trng v cc loi hnh sn phm dch v mi (ht sc quan trng thm ch sng cn trong lnh v ngn hng trong thi i ngy nay). C th ni ngn hng ng i ng hng trong lnh vc ny. iu khon chung i vi cc nhn vin trong ngn hng ng : * Tiu chun nhn vin: - V t cch php l: c y quyn cng dn, t 18 tui tr ln, khng phn bit nam, n; c php lut cho php k hp ng lao ng. - V t cch c nhn: + Trung thc v lim chnh trong cng vic. + Trung thnh vi ngn hng, lun xem li ch chung ca ngn hng trc tin. + Tc phong lm vic khoa hc, nhanh nhn, vui v, ho nh, c k nng giao tip tt. + C tinh thn hc hi cu tin nng cao trnh vn ho, ngoi ng v chuyn mn. + C thc trch nhim i vi nhim v c giao, chp nhn lm vic bt c ni no do ngn hng ng quyt nh. + Lm vic t gic, chuyn cn v c kh nng thch ng vi mi trng lm vic.
Chuyn tt nghip
GVHD: L Th Minh Hng
+ Cam kt chp hnh y ni dung quy ch nhn vin. * Nhn vin ngn hng ng c trch nhim bo v uy tn v quyn li ca ngn hng ng , khng c tit l tnh hnh hot ng ca ngn hng, ca tnh hnh ti chnh ca khch hng v ca ngn hng tr trng hp phi cung cp thng tin theo s ch o ca ban tng gim c. * Nhn vin ngn hng ng phi chp hnh theo ng ni quy ca ngn hng ng . 3> Cng ngh Trong nhng nm va qua, ngn hng ng l mt trong nhng ngn hng ti Vit Nam i u trong vic ng dng cng ngh v a ra cc sn phm mang tnh t ph nh trang b my ATM TK21, cc sn phm dch v lin quan n th v chng khon, mobile banking v.v... T nm 2004, ngn hng ng c s u t cng ngh vi mt chin lc r rng vi quyt tm em tin ch ngn hng n gn hn vi mi ngi dn. T nm 2003, Ngn hng ng khi ng d n hin i ho cng ngh v chnh thc a vo p dng phn mm qun l mi (Core-banking) trn ton h thng t thng 6/2006. Phn mm ny do tp on I-Flex cung cp. Vi vic thnh cng trong u t cng ngh v hon chnh c s h tng, Ngn hng ng cung cp nhiu dch v mi, p ng nhu cu ca mi khch hng c nhn v doanh nghip. c bit, Ngn hng ng c kh nng m rng phc v trc tuyn trn ton h thng chi nhnh, qua ngn hng t ng v ngn hng in t mi lc, mi ni. Ngn hng Thng mi ng (EAB) cng trin khai cc thit b H thng tng la/mng ring o (firewall/VPN) ti cc a im t my ATM ca mnh, s dng sn phm NetScreen-5GT ca Juniper Networks. H thng firewall/VPN ny m bo kt ni trn mng din rng (WAN), truy cp VPN gia hi s chnh v cc im my ATM c bo mt v bo m. Kh nng qun l tp trung mi h thng tng la/mng ring o NetScreen-5GT, EAB gim c phc tp trong trin khai v ci t, ng thi m bo tng chi ph vn u t mc ti thiu. Dng sn phm NetScreen-5GT ca Juniper Networks l sn phm bo mt tng la/mng ring o tch hp dnh cho cc doanh nghip c vn phng xa v nhng ngi
Chuyn tt nghip
GVHD: L Th Minh Hng
lm vic t xa. Sn phm ny cung cp tnh nng tch hp sn nh tng la kim sot su, mng ring o VPN, bo v chng li tn cng t chi dch v (DoS), phng chng virus cng vi hiu nng hot ng v sn sng cao v cc kh nng phn on mng, trin khai nhanh v tnh nng chu li. NetScreen-5GT ADSL cng cung cp mt modem quay s trc tip (dial-up) d phng, gip EAB c th duy tr kt ni lin tc ngay c trong nhng trng hp t mng trong h thng mng bng rng. Nm 2006, ngn hng cng trin khai hai knh giao dch ngn hng ng t ng v ngn hng ng in t bn cnh knh giao dch truyn thng. Trin khai thnh cng d n chuyn i sang core-banking mi v giao dch online ton h thng, chnh thc tr thnh thnh vin ca t chc th quc t visa, pht trin h thng VNBC. Nhng kt qu t c v cng ngh thng tin em li cho ngn hng ng gii thng SMART 50 do tp ch hng u v cng ngh thng tin ZDNET Chu trao tng, ngn hng c cng nhn l mt trong 50 doanh nghip ca chu ng dng thnh cng v hiu qu cng ngh thng tin vo hot ng doanh nghip trong nm 2006. Nm 2007, ng tip tc hon chnh v cng ngh, nng cp h thng corebanking, c s h tng mng v pht huy hot ng ca cc knh giao dch ngn hng t ng, ngn hng in t. ng trin khai ti cu trc nhm nng cao hiu qu hot ng, mc tiu n nm 2010, ng tr thnh mt ngn hng a nng v l mt trong nhng ngn hng tt nht Vit Nam. Xy dng trung tm d phng, khc phc thm ho, m bo hot ng ngn hng khng b gin on khi c s c xy ra. Ngy 22/1/2008, ti TP.HCM, ngn hng ng k tho thun hp tc su rng hn vi Microsoft , m ng cho Microsoft h tr ngn hng ng trong cc dch v lin quan n cng ngh thng tin. Theo tho thun ny, ngn hng ng s nhn c nhiu s tr gip ca Microsoft trong vic o to nhn vin, s t vn, h tr trin khai cc gii php tin tin nht ca Microsoft nhm nng cao hiu qu hot ng v iu hnh... Thng 1 nm 2008, knh Ngn Hng ng in t cng b 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 mi lc mi ni. Vic ng dng
Trang 25
Chuyn tt nghip
GVHD: L Th Minh Hng
Mobile Banking ra i c xem nh mt bc tin mi ca Ngn hng ng in t p ng nhu cu giao dch nhanh chng, tin dng v an ton. Ngn hng ng cng cng b hp tc vi EuroNet Worldwide, t trin khai cc phn mm ca EuroNet vo h thng VNBC nhm m bo s vn hnh tt nht ca h thng v p ng nhu cu ngy cng m rng ca h thng VNBC trong nc v quc t. 4> Mng li hot ng ca ngn hng ng Nn kinh t ngy cng pht trin, th trng ti chnh v th m cng pht trin theo. Trong nhng nm qua nn kinh t nc ta pht trin vi tc cao, m ca nn kinh t ngy cng rng ri thng thong; cc hoat ng u t sn xut pht trin t mc cao dn n th trng ti chnh pht trin mnh theo. c bit l th trng tin t ngn hng, trong khi th trng vn cha pht trin th ngn hng l knh huy ng vn trc tip ch o ca nn kinh t. V th h thng ngn hng trong nc nhng nm qua n nn lm ra, tc tng trng v t l lai rng trn vn ch s hu cao ( TB30%). Tc m rng mng li phn phi ca ngn hng ng
2004 Ch tiu Chi nhnh v phng giao dch 34 2005 46 2006 69 2007 85 2004-2005 TT 12 2005-2006 TT 23 2006-2007 TT 16
Qua bng trn ta c th thy c tc pht trin mng li hot ng ca ngn hng ng l rt nhanh. Tnh n nay mng li ca ngn hng ng c mt ti 30 tnh v thnh ph trong c nc t bit mt bao ph ln ti cc tnh v tp ln nh: TP.HCM, Thu Ha Ni, Tp.a nng, Cn Th, ... l nhng th trng kinh t ti chnh ln ca c nc, c nhu cu v ngun huy ng vn rt ln. Cc trung tm ny l c s cho hoat ng ca ngn hng ng . Nhng ni ny l ni huy ng mt lng vn ln v mc sng cao, tnh hnh kinh t pht trin mnh cng l ni cung cp tn dng v u t ln ca ngn hng ng . Ngun vn huy ng ngoa vic cp tn dng cho lnh vc ny, n cn phn b thm cho cc chi nhnh cc khu vc khc thiu vn huy ng cp tn dng. Do cc khu vc mc pht trin v mc sng cha cao. iu ny va to thm ngun thu cho ngn hng va to ng lc thc y cho nn kinh
Chuyn tt nghip
GVHD: L Th Minh Hng
t ti cc khu vc pht trin, ci thn mc sng ca dn c. Nh vy, ngn hng ng va lm nhim v to c s cho s pht trin va to iu kin cho vic gii quyt cc kh khn cc khu vc. Mng li ca ngn hng ng bao ph rng khp c nc to thun li cho hot ng v khch hng ca ngn hng ng . 5> i tng khch hng ca ngn hng ng . Vi chnh sch u i v thng thong cng vi c ch hot ng kinh doanh linh hot, ngn hng ng v ang thu ht c lng khch hng giao dch rt phong ph v a dng bn cnh cc khch hng truyn thng l cc doanh nghip va v nh. Gn y, ngoi vic xc nh i tng khch hng l cc php nhn, th cc c nhn ang c s quan tm rt ln ca ngn hng ng . Trong tng lai khng xa khong chng 3 nm na thi khi cc ngn hng nc ngoi c nhy vo Vit Nam vi li th trong lnh vc ngn hng bn l m trng tm l cc c nhn tiu dng. Khi cnh tranh s din ra quyt lit, cc ngn hng c kh nng s thua ngay trn sn nh vi chnh cc khch hng ng bo ca mnh, do y l lnh vc vn khng c cc ngn hng ca Vit Nam ch trng trong thi gian qua nn rt thiu kinh nghim v thiu cc sn phm dch v cung cp. Cha ni g xa, ngay by gi cng c s xut hin cnh tranh ti lnh vc ny vi cc ngn hng nc ngoi c tim lc vng mnh trn th gii: Citibank, HSBC, ANZ. V doanh s cng nh li nhun khng ngng tng ln trong nhng nm qua. To sc p cnh tranh ln cc ngn hng trong nc. Cn khng nh mt iu rng khch hng l l sng ca bt k mt nganh ngh kinh doanh no, v n cang c ngha trong th trng ngn hng m hot ng ch yu l i vay v cho vay, c 2 phng din u c mi lin quan trc tip vi khch hng. Ngn hng ng nhn thc tm quan trng tt yu ca vn , mt hin tng m s phi xut hin trong thi k m ca. Sc p s n t khng nhng cc ngn hng trong nc m cn c s tham gia ca cc i gia nc ngoi. Ngn hng ng xc nh iu trong hng i ca mnh, nhanh chng a dng cc i tng khch hng ca mnh ngoi cc php nhn: cc doanh nghip va v nh, cc doanh nghip c hot ng xut nhp khu, hp tc x, cc doanh nghip Nh Nc.ngn hng cn tp trung mnh vo th trng cc khch hng l cc c nhn vi vic a dng ho cc sn phm dch v ph v cho nhiu
Chuyn tt nghip
GVHD: L Th Minh Hng
loi khch hng c nhn, a s cc tng lp dn c, gn y y mnh vic thm nhp vo cc c nhn l sinh vin, gio vin, cc cn b cng nhn vin ti cc cng ty. Vi vic u t a vo hot ng cc tit b my mc tin tin vi nhiu cng dng tin ch cng nh to ra v cung cp a dng nhiu loi hnh dch v phc v cho i sng cc khch hng c nhn thm thun tin: Cc dch v thanh ton khng dng tin mt nh th a Nng vi nhiu tin ch c s lin kt vi cc cty cung cp cc sn phm phc v cho i sng ca cc c nhn nh in, nc, in thoi, internet, thnh ton hng ho ti cc siu th, metro,v rt nhiu tin ch khc na, ngoi ra cc sn phm nh chuyn tin nhanh, tn dng tiu dng cho vic mua nh, xe hi, my tnh,ang c thc hin. Nh vy, ngn hng khng cn l mt ci g c v cch ch phc v cho cc doanh nghip, cc t chc, v cc i tng khch hng d d, giu c. iu lm nn mt h thng phc v a dng cho cuc sng v cho c nn kinh t pht trin. 6> Sn phm ca ngn hng ng : Sn phm dch v dnh cho c nhn Th a nng Tin gi tit kim khng k hn v nhiu k hn khc nhau Tin gi thanh ton Chuyn tin nhanh trong nc Dch v chi tr kiu hi Chuyn tin ra nc ngoi Tn dng an c Tn dng tiu dng Tn dng cho kinh doanh chng khon Tn dng sn xut kinh doanh Dch v cho du hc sinh: chuyn tin, tn dng du hc Dch v khc: thu chi h, gi h ti sn v kim m h, qun l h ti sn, Sn phm dch v dnh cho cc t chc, doanh nghip Dch v thanh ton quc t Dch v thu chi h
Trang 28
thanh ton du lch
Chuyn tt nghip
GVHD: L Th Minh Hng
Xc nhn s d ti khon Mua bn ngoi t (spot, forward, swap) Bo lnh ngn hng Qun l h ti sn u t lin doanh v y thc u t Tit kim ng Kiu hi ng Th a nng ng Du hc ng
Danh sch cc nhn hiu hng ha chnh ca doanh nghip
* Cc lnh vc hot ng ca ngn hng ng : Kinh doanh tin t v cung cp cc dch v Ngn hng 1. Huy ng vn: khai thc ngun vn ngn hn, trung hn v di hn trong v ngoi nc ca mi i tng 2. Cho vay: - Cho vay ngn h, trung hn v di hn - Cho vay ti tr xut nhp khu - Cho vay nng thn - Cho vay tr gp - Cc loi cho vay khc 3. Kinh doanh ngoi t, vng bc qu 4. Cp giy php mang ngoi t ra nc ngoi 5. u t lin doanh lin kt 6. Dch v thanh ton quc t 7. Dch v thanh ton khng dng tin mt (chuyn khon, sc, th) 8. Chit khu thng phiu v cc giy t c gi 9. Dch v qun l h ti sn 10. Thc hin nghip v bo lnh trong v ngoi nc 11. Dch v chi tr kiu hi, chuyn tin nhanh 12. Kinh doanh kho vn.
Chuyn tt nghip
GVHD: L Th Minh Hng
13. Cc dch v ngn qu (thu chi h, kim m h) 14. Kinh doanh cc dch v khc khi c ngn hng Nh nc hoc c quan c thm quyn cho php Trong mt s lnh vc m ngn hng ng c th mnh nh: chi tr kiu hi, thanh ton xut nhp khu, chuyn tin du hc sinh 7> Tnh hnh ti chnh ca ng * Vn iu l: (vt: t ng)
1400 1200 1000 800 600 400 200 0 2004 2005 2006 2007 350 500 880 1400
Vn iu l ban u ca ngn hng ng l 20 t ng v n thng 6/2007 t n con s 1400 t ng. Trong 15 qua, ngn hng ng thc hin chin lc tng vn iu l tng bc theo yu cu pht trin kinh doanh ca tng giai on. T l c tc chia cho cc c ng lun m bo mc 18-20%. Theo tc pht trin vn iu l, tng ti sn ca ngn hng ng tng u qua cc nm, bnh qun mc 44% trong giai on 2001-2007 BNG BO CO KT QU HOT NG (VT: tr.ng) Ch tiu Tng thu nhp Li nhun trc thu Li nhun sau thu 2004 631.643 98.029 70.581 2005 852.910 134.298 100.842 2006 1.269.652 200.171 151.998 2007 1.904.478 302.258 225.192
Trang 30
Chuyn tt nghip
GVHD: L Th Minh Hng
Bng thng k so snh ch tiu li nhun trc thu

2005 so vi 2004
Li nhun trc thu Tng tuyt i 36.269 Tng tng i 37%
2006 so vi 2005
Tng tuyt i 65.873 Tng tng i 49.04%
2007 so vi 2006
Tng tuyt i 102.087 Tng tng i 51%
Qua bng bo co trn ta thy c tc pht trin ca ngn hng ng rt mnh. Doanh thu ca ngn hng u c bc tng trng cao c theo s tuyt i ln tng i. Nm 2004 l 631,64t ng, nm 2006 l 1269,65 t v nm 2007 l 1904,5 t ng. y l mc tng kh cao so vi mt s ngn hng thng mi trong nc. Ch trong thi gian 2 nm tng thu nhp ca ngn hng ng c quy m gp i, y l mt n lc, mt kt qu khng phi ngn hng no cng c th t c. iu th hin quy m hot ng ca ngn hng ngy cng c m rng v tnh hnh hot ng din bin rt tt trong nhng nm qua. Tuy cha th khng nh ngn hng hot ng hiu qu do cn tu thuc vo mt s ch tiu khc nhng iu ni ln c c bc tng trng cao trong nhng nm va qua,c v phng din a l cng nh lnh vc hot ng. Xt v li nhun trc thu. y l mt trong nhng ch tiu c th khi qut ln c mc hot ng hiu qu ca ngn hng. N l phn chnh lch gi li ca doanh thu sau khi tr i tt c cc chi ph. Nh chng ta xem xt qua v doanh thu, tuy ch tiu ny ca ngn hng trong nhng nm qua c s tng trng lin tc vi mc cao nhng cha th khng nh c mc hiu qu trong hot ng ca ngn hng, bi l cn xt n nhiu ch tiu lin quan trong c lin quan n chi ph (mt ch tiu quan trng). D doanh thu cao nhng chi ph hot ng ca ngn hng cng cao th khng c th ni rng ngn hng hot ng hiu qu (tuy khng phi lc no cng vy tu chin lc hot ng ca tng t chc). Doanh thu s d cao bi v chi ph cho hot ng nhm to ra mc doanh thu cng rt cao, v th phn chnh lch gi li khng ln, khng to ra c ngun tai chnh cho ti u t v pht trin. C th ni phn chnh lch ny l mt phng din to nn hiu qu trong hoat ng.
Trang 31
Chuyn tt nghip
GVHD: L Th Minh Hng
xt xem ngn hng ng hot ng c hiu qu nh th no ta hy lt qua bng thng k so snh li nhun trc thu trong vi nm qua. T bng thng k so snh ta thy c li nhun trc thu ca ngn hng lin tc tng vi mc tng trng rt cao. Tc tng li nhun trc thu l 37, 49, v 51%. Nu nh nm 2004 li nhun trc thu l 98,029 t ng th nm 2005 tng ln 134,298 t v nm 2006 l 200.171t v nm 2007 l 302.258 t ng. Qua s phn tch tnh hnh hoat ng ca ngn hng ng trong nhng nm qua cho thy mt iu rng ngn hng ang hot ng tt, thun li v c s u t hp l cho tng lai. iu ny s to ng lc cho s pht trin ca ngn hng trong thi gian ti.
III> THC TRNG DCH V ATM NGN HNG NG

Th ATM l mt loi th theo chun ISO 7810, bao gm th ghi n v th tn dng, dng thc hin cc giao dch t ng nh kim tra ti khon, rt tin hoc chuyn khon, thanh ton ha n, mua th in thoi v.v. t my rt tin t ng (ATM). Loi th ny cng c chp nhn nh mt phng thc thanh ton khng dng tin mt ti cc im thanh ton c chp nhn th. 1. Thun li v hn ch ca th ATM a. i vi ngn hang phat hanh. u im: - Tao iu kin ngn hang huy ng c ngun vn vi gia re ( lai sut tin gi tai khoan the rt thp), b sung ngun vn hoat ng cho ngn hang kinh doanh phuc vu cho nhu cu vn cua nn kinh t, y la mt ngun huy ng vn rt ln. - Vic s dung ngun vn nay cho hoat ng tin dung cua ngn hang rt n inh, rui ro thp lai co quy m ln. - Th hin cho khch hng thy c kha nng tai chinh va mc phuc vu chu ao cua ngn hang i vi vic m rng mang li chp nhn the va tao cac tin ich cho the ngoai nhng chc nng chinh. Qua o tao ra tinh canh tranh gia tng cho ngn hang. Han ch: - Vn u t cho vic trang bi cac may ATM, cung nh cac thit bi chp nhn the (POS) la rt ln. Hin nay my ATM s dng Vit Nam phi nhp t nc ngoi, mt chic my rt tin hin ti c gi bnh qun 20.000 USD, my c th (POS) t ti cc
Chuyn tt nghip
GVHD: L Th Minh Hng
siu th, im thanh ton gi vi nghn USD. l cha tnh n chi ph qun l h thng, x l giao dch m ngn hng ny tr cho cc nh bng khc trong trng hp khch hng rt tin ti my ATM thuc h thng lin minh th, y la mt kh khn khng nho i vi mt s ngn hang cha co tim lc tai chinh manh. - i km vi vic u t ln la vic duy tri va bao dng rt tn kem, nu lp dt tai nhng khu vc c lp khng thuc chi nhanh thi tin thu mt bng ln, tin bao dng hang thang, tin x ly cac li phn mm, chi phi vn chuyn tin ti nap vao may, lp t camera, may lanh,Chi phi cho mt may tinh trung bnh hang thang khoang trn 5 triu, ngn hang nao co mang li cang rng thi chi phi cang ln. - Co th xy ra tranh chp nu co truc trc xay ra khi khch hng giao dich, lam giam s tin nhim cua khch hng va uy tin cua ngn hang. - Nan lam the gia se gy bt li cho tai chinh va uy tin cua ngn hang. b. i vi khch hng s dng th ATM Thun li - Giao dch trn my. Th ATM thc cht l mt th khch hng c th giao dch trn my ATM vi t cch l th ghi n hay th tn dng, l loi th cho php thc hin nhiu loi giao dch ngn hng mt cch t ng m ngn hng trin khai my cho php. Vic thc hin cc giao dch ngn hng c lp trnh sn khch hng l ch th c th d dng thao tc m khng cn s tr gip ca nhn vin ngn hng v vn t c kt qu mong i l giao dch vi ngn hng thnh cng. N em li s thun li v an tm cho khch hng khi khng phi mang theo mt ng tin mt hay mt thi gian ch ngi bn hng tr li cho bn mt m tin l nhu nt. - Phng thc thanh ton khng dng tin mt Th ATM l mt i din cho phng thc thanh ton khng dng tin mt trong x hi hin i. Khch hng s dng th ATM khng phi mang theo tin mt qu ln, h c th chuyn tin ca mnh t ngn khon ny sang ngn khon khc, mua sm ti hng triu POS, tc point of sale, l loi my qut th nhn dng, c t hu nh khp th gii. Cc im chp nhn thanh ton ny c th l khch sn, nh hng, siu th, ca hng xng du, sn bay v.v.
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Chuyn tt nghip
GVHD: L Th Minh Hng
Th ATM cn c dng thanh ton cc khon tin: tin in thoi c nh, tin in, ph bo him, tr tin th Internet, nhanh chng, tin li v r hn bnh thng. Gn y ATM cn c dng tr lng cho cng nhn vin chc, ngi lao ng. V th s dng th ATM khch hng tit kim c chi ph, thi gian v cn m bo an ton cho tin ca mnh. Nhng chic ATM nhanh chng lm mt cuc cch mng trong ti chnh, lm xa tan hnh nh c k bao nhiu th k ca phng ti v, ng k ton v b th qu, b ba m hu nh lc no cng nhn nh chung thn. Chic th nha xinh xn nh mt tm danh thip tr thnh mt phn "tt yu" ca cuc sng vi nhiu ngi tiu dng Vit Nam Hn ch - T nhng thun li trn ta thy th ATM rt l hu ch nhng khng phi v th m nhiu ngi cm thy hi lng bi n c mt s hn ch nht nh. Hin nay cc im giao dch ATM vn cn cha nhiu, nhiu ngi phi i xa mi rt c tin, trong nhng dp l tt, u thng, cui thng th din ra tnh trng qua ti, nhiu im mua sm vn cha chp nhn thanh ton qua th. iu bt tin nho nh l chng phi ai cng gn hay bit r cc a im t my rt tin ca ngn hng cp th. Mt vai cac dich vu khi dung the thi khch hng phai tra thm chi phi cho vic thanh toan qua the - Gn y, h thng ATM xy ra kh nhiu trc trc, v c nhng s c chng ai gii thch c. Nhiu im rt tin th ATM ca cc ngn hng bt ng ngng hot ng khin nhiu ngi nho nhc i tm ni rt tin, mt in, my b li, nut th ca khch, hoc my bo s tin trong ti khon khng khp vi thc thu ca khch hng cc s c phn mm hay vic ATM chi tin nhm lm cho ngi dn cng rt kh s. Mt khc, cc ngn hng cn t c lin thng vi nhau nn th ATM ca ngn hng no ch rt c tin ti "cy tin" ca ngn hng nn vic s dng th ATM cng b hn ch. - Nhiu chuyn gia nhn xt rng hin nay cc ngn hng mi ch chy theo b ni, tc s lng th pht hnh ra, m cha ch ti chiu su, tc l sc sng ca chic th sau khi c a n tay ngi s dng v nhng tin ch i km. Khng ch c nhng bt tin trong vic s dng th ATM, ngi dng Vit Nam cn i mt vi hng lot
Trang 34
Chuyn tt nghip
GVHD: L Th Minh Hng
nhng vn kh chu khc nh hp ng di dng vi nhng con ch li ti ht sc kh c m cc nhn vin ngn hng cng chng my khi gii thch thu o. - Tnh trng lm th gi n cp tin cng xut hin nhiu. c bit, khi mt lot cc quc gia v vng lnh th trong khu vc nh Malaysia, i Loan, Nht Bn, Singapore, Trung Quc ang tch cc chuyn sang loi th thng minh theo chun EMV c bo an cao hn, nhng k ti phm gi mo th ang c xu hng chuyn hot ng sang a bn Vit Nam, v tuyt i a s ngi Vit Nam ang s dng th tloi th d b lm gi. c. Thun li ca ATM ng so vi nhng ngn hng khc: Hin nay, ngn hng ng l ngn hng ng th 2 ton quc v s lng my ATM v ti khon th, l mt trong nhng ngn hng dn u v cng ngh th vi loi th ATM hin i nht hin nay, khch hng c th thc hin cc giao dch hin i nht nh thu i ngoi t, gi tin trc tip vo my ATM vi thi gian gi thun tin (khng ph thuc gi hnh chnh), thao tc nhanh, khng c li khi rt tin, s tin g bt k m khng e ngi v gi khon tin nh, i ngoi t trc tip, mua th tr trc Qua my ATM, khch hng cn c th mua th co ca tt c cc mng Mobifone, Vinaphone, S-fone, Viettel..., chuyn tin nhanh chng cho ngi khc c s dng th, tr tin t ng i vi in, nc, in thoi, mua hng trn mng, n cn x l cc giao dch thanh ton cho ngi cha m ti khon v dng th ca ngn hng ng c bit khi ti khon th ht tin vn c th rt tin chi tiu nh tin ch thu chi (vay tin khng phi th chp s d bng o vn c th rt ti thiu 1 thng lng s dng trc, s dng trc, hon tr sau-p dng cho khch hng iu kin. KH dng th c th thu chi mt lng tin mt ti a l 50 triu ng vi thi hn tr l 3 thng li sut thp (0,04%/thng) c s dng c tin ch ny khch hng phi tin hnh ng k ti ngn hng ng . y l tin ch rt ln cho khch hng nu c b thiu ht trong chi tiu ca thng th c th thu chi trc gii quyt tnh trng thiu ht, hoc khi khch hng mua sm hng ho dch v nhng li thiu tin do ti khon ca bn khng cn tin, nu l bn ang s dng th ca ng th khng cn lo bn c th thu chi thanh ton.
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Chuyn tt nghip
GVHD: L Th Minh Hng
Khch hng c th giao dch qua knh ngn hng ng in t: chuyn khon, thanh ton, kim tra s d, lit k giao dchNgoi ra, khch hng trong v ngoi nc u c th s dng th Visa rt tin mt, tra cu s d ti cc my ATM ca ngn hng ng trn c nc. Vi chnh sch tng th cho ngi tiu dng, ngn hng quan nim th l mt phng tin kg giao dch vi ngn hng nn ngn hng ng khng tin hnh vic thu ph m th cho tt c cc i tng thm chm ch cn min gim ph thng nin vi mt s i tng: Sv, hc sinh, cn b tr lng qua th, Ngoi nhng u i v mc ph m ngn hng ng xut cho cc n v hnh chnh s nghip s dng dch v chi lng nh min ph pht hnh th; min ph dch v chi lng; min ph thng nin 2 nm u tin cho ch th, ngn hng cn dnh u i c bit cho cn b - nhn vin hnh chnh s nghip vi hn mc thu chi n 5 thng lng. Ngn hng ng cng thng xuyn c nhiu chng trnh qu tng v gim gi. 2. Th trng th Vit Nam Hin ton th trng c bn lin minh th ln l lin minh VNBC (DongA Bank, MHB, Saigonbank, Habubank), lin minh Smartlink gm 20 thnh vin (Vietcombank, VIB Bank, VP Bank, OCB, Eximbank, MB...). Lin minh Banknetvn do Agribank ch tr kt ni c by ngn hng l Agribank, BIDV, Saigonbank, Viettinbank, ABBank, MHB, Habubank. Ngoi ra cn c lin minh th gia Sacombank v ANZ. Tuy nhin, do u t khc nhau nn qui m h thng ca mi ngn hng cng khc nhau. Lin minh Smartlink c 1.700 my ATM v 3 triu th th Vietcombank chim ht 1.100 my v 2,5 triu th, gn 20 ngn hng cn li "chia nhau" 600 my v 500.000 th. Lin minh VNBC, DongA Bank c 752 my ATM v gn 2 triu th trong tng s 926 my v gn 2,2 triu th ca lin minh. Lin minh Banknetvn c khong 3.000 my ATM, trong phn nhiu nht vn thuc v Agribank. Vi mt lng th ln nh hin nay, trong khi lng my ATM v POS khng phc v cho nhu cu ca ngi dn dn n tnh trng qu ti c bit l trong cc dp l, cui thng
Trang 36
Chuyn tt nghip
GVHD: L Th Minh Hng
Th trng th ca Vit Nam rt ln. D bo n nm 2010, c nc s c khong 50.000 my ATM vi hn 10 triu ngi s dng th v con s s cng tng nhanh nhng nm sau. Theo ng T Quang Tin, Cc trng Cc Cng ngh tin hc ngn hng, Vit Nam ang i theo tin l 3 giai on m ngn hng cc nc tng tri qua gm: mi ngn hng t xy dng v c mt h thng ring; mt s ngn hng tha thun dng chung, hnh thnh nhiu nhm trong mt quc gia; hp tc cng nhau xy dng mt h thng dng chung duy nht. iu ng tic l mc d Vit Nam c li th ca ngi i sau nhng vn b xoy vo li mn ca ngi i trc. Nguyn nhn, theo ng Tin, l do chng ta thiu mt c ch ch o iu hnh, thiu mt t chc c nhim v lm u mi tp hp v vn ng, thiu s ng thun gia cc ngn hng. Tnh trng trn gy s lng ph ln khi mi ngn hng phi u t mt ngun ti chnh kh ln qun l v vn hnh mt h thng ca ring mnh trong khi cc khch hng li phi chu cnh ch s dng c my ca mt ngn hng hoc trong h thng nh. Thm ch c nhng nh hng, khch sn, siu th, c ti 3-4 my ATM cng t trong khi a im khc li khng c. Hin ti Lin minh th VNBC ang hot ng rt thnh cng v s c bc pht trin mnh m bng vic chnh thc kt ni vi Tp on China UnionPay ca Trung Quc, cho php cc ch th ca VNBC s c th thc hin giao dch ti cc my ATM/POS ca h thng China UnionPay ti Trung Quc, Hng Kng v Macao. Mt ngn hng khc ca Singapore l United Overseas Bank (UOB) cng chnh thc gi n ngh c gia nhp h thng ca VNBC. UOB l mt trong nhng ngn hng hng u ca khu vc, c mng li gm 500 vn phng t ti cc nc trong c 69 chi nhnh ti Singapore v hn 430 vn phng ti cc nc Australia, Php, Nht, Anh, M... 3. H thng ATM ca ngn hng ng : S lng th pht hnh trong cc nm 2003 11851 2004 69312 2005 322063 2006 626890 2007 775115
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Chuyn tt nghip
800,000 700,000 600,000 500,000 400,000 300,000 200,000 100,000 0 2003 2004 2005 2006 2007
GVHD: L Th Minh Hng
Vi quyt tm ca ban tng gim c v n lc ca ton th cn b-nhn vin, hot ng pht hnh v thanh ton th ca ngn hng ng t kt qu rt kh quan. Hin ti, ngn hng ng pht hnh 1,8 triu the, vi gn 900 my ATM v hn 1500 im chp nhn thanh ton bng Th - POS ch sau 4 nm trin khai pht hnh, l ngn hng thng mi c phn dn u v tc pht trin dch v th, th ATM ti Vit Nam. Hin ti h thng ATM ca ngn hng ng phn phi trn ton quc. Ngn hng trin khai dch v chi lng hu qua th cho cn b hu tr ti nhiu a phng trn ton quc. Trong nm 2006, ngn hng ng tr thnh thnh vin ca t chc th quc t VISA. t thng 8/2006, cc loi th do VISA pht hnh c th giao dch ti cc my ATM ca ngn hng ng . Hot ng pht trin mng li ATM v im chp nhn th (POS) cng c y mnh. c bit, ngn hng u t trang thit b POS khng dy nhm mang li thun li hn cho khch hng ti ch, tit gim chi ph ng truyn cho cc i l chp nhn th. Bn cnh vic gia tng s lng ch th, ngn hng ng cng khng ngng ci tin dch v hin c v nghin cu gia tng cc dch v tin ch trn th: bo v th qua dch v SMS banking, th nghim thnh cng th t dng cng ngh chip v trin khai trong nm 2007. Nhng kt qu t c trong nm 2007 khng nh hng i ng ca ngn hng ng tip tc pht trin cc sn phm dch v th dnh cho khch hng v kt np thm thnh vin mi cho h thng VNBC.
Chuyn tt nghip
GVHD: L Th Minh Hng
Theo thng tin t Ngn hng ng , hin ti c gn 300.000 khch hng nhn lng qua th ti hn 2.000 n v m ng thc hin chi lng. Trong , tiu biu nht l cc n v nh Vn phng Ch tch nc, Vn phng Thnh y TP.HCM, Ngn hng Nh nc VN v nhiu tnh, Kho bc Nh nc, S Ni v TP.HCM, bo Cng an TP.HCM, bo Si Gn Gii phng, bo Thanh nin... thc hin vic tr lng qua ti khon t rt sm. Ngn hng ng cng ang thc hin chi lng cho cc n v nh Bo him x hi (cho cn b hu tr), UBND cc qun, huyn, bnh vin, trng hc... 4. Chnh sch pht trin th ca ngn hng ng a> Phng thc vn ng khch hng s dng th i tng khch hng mc tiu l cc doanh nghip c nhu cu chi tr lng qua th v cc sinh vin ang hc tp ti cc trng i hc, cao ng, trung cp chuyn nghip trn ton quc. Ngn hng ng s tp trung khai thc cc doanh nghip c mi quan h hp tc vi ngn hng t trc. Cc chi nhnh ca ngn hng ng trn ton quc r sot li cc doanh nghip c giao dch vi chi nhnh ti cc khch hng . Cc doanh nghip s c phn loi theo cc tiu chun: Khch hng doanh nghip c s lng nhn vin t 50 ngi tr ln (i vi cc doanh nghip t vn dch v). Khch hng doanh nghip c s lng nhn vin t 100 ngi tr ln (i vi cc doanh nghip sn xut kinh doanh). Ngn hng c s u tin i vi nhng doanh nghip c quy m ln v c quan h giao dch vi ngn hng tip xc. Chi nhnh ti mi khu vc c nhn vin lin lc tip xc vi cc doanh nghip thng qua nhiu hnh thc gi th, gi in, gi cc ti liu lin quan gii thiu tnh nng ca th c bit l kh nng thu chi, hoc gp g, tip xc trc tip vi nhng ngi c thm quyn nh: Gim c, trng phng kinh doanh, trng phng nhn s, k ton trng tng kh nng thuyt phc. ng thi kp thi ghi nhn nhng phn hi t khch hng: c hng th, quan tm v th khng, hin nay c nhu cu s dng th khng, c hay cha v vic s dng th ca cc ngn hng khc, nhng tin ch-biu ph no c thay i b sung. c bit hin nay gii tr ang l i tng hng n ca cc ngn hng khng ch ring Ngn hng ng m c bit l gii sinh vin. y l mt i tng c tim
Chuyn tt nghip
GVHD: L Th Minh Hng
nng ln trong tng lai khi m nhng ngi ny s ra trng i vo hot ng trong cc lnh vc kinh t x hi. y l mt chin lc di hi ca Ngn hng ng . Cc chi nhnh ti cc khu vc c nhn vin n cc trng i hc, cao ng, trung cp trn a bn tip xc trc tip vi ngi c thm quyn l Hiu trng ca cc trng xin c n trng vn ng th. Nhng ti liu v th cn c chun b nh: cc bng biu ph giao dch, cc tin ch ca th, mng li tip nhn th, bng rn, pan, cc tng phm giao lu thu ht s ch ca sinh vin, v cc th tc ng k m th. Nhn vin cn lin h vi hiu trng xin kin chi lng qua th ca Ngn hng ng Mc tiu l phi lm cho khch hng thy c s tin ch v hu dng tht s ca vic s dng th. Do vy, cc nhn vin ra sc tn tnh trong vic hng dn th tc m th v gii thch c th r rng cc tin ch em li cho ch th cng cc biu ph c lin quan, v tt c u phi cung cp cc t bm v th tc m th, bng biu phi giao dch, h thng ATM/POS, v bn v cc tin ch ca th. Cc nhn vin phi ch r nhng im ni bc ca th a nng, s hp l v cc bi ph giao dch, nhng tin ch vt tri ca th so cc th khc trn a bn thng qua nhng chng trnh giao lu c thng v cc thng tin lin quan n th a nng. c bit gii sinh vin hin nay thng c mt s thc mc v: ph thng nim, s d ti thiu, kh nng kt ni, sao k khi thc hin giao dch, thi gian nhn thMt trong nhng yu cu c ngn hng p ng c bit trong chng trnh tng th cho sinh vin l: ngn hng c s u i v ph thng nin trong nm u cho cc sinh vin v min ph giao dch, tin hnh lp t cc my mi, thc hin s kt ni vi cc ngn hng khc trong h thng VNBC c khai trng vo 28/1/2005, v gim thiu thi gian nhn th (c th hin nay khch hng ng k trong ngy s c nhn th lun trong ngy y l mt s c gng ca Ngn hng ng , mt s thun tin hn so mt s ngn hng). Ngoi vic tp trung vo i tng vn ng ti cc doanh nghip v sinh vin, ngn hng ng cng y mnh vic vn ng v qung b th a nng ti cc i tng khch hng khc vi cc phng thc vn ng: thc hin chng trnh qung b gii thiu th a nng trn chng trnh VTV1, treo cc bng rn, pan v th (tnh nng c trng, mng li tip nhn, min ph m th, thi gian nhn th), t cc bn hiu m bo nh sng v sc thu ht ti cc my ATM/POS, ti tr- bo tr cho cc chng
Chuyn tt nghip
GVHD: L Th Minh Hng
trnh gy qu t thin, ng cc bi ni v th trn cc phng tin truyn thng (bo ch, mng internet). ng thi cc bn biu v ph, tnh nng th, mng li chp nhn th phi cp nht ngay khi c s thay i, b sung khch hng c th cp nht thng tin. Bn cnh vic qung b ngn hng cng thc hin cc t khuyn mi vo nhng dp c bit trong nm v: min ph thng nin nm u, quay s m thng cho cc khch hng c ti khon th ti ngn hng vi cc mn qu c gi tr, gim gi thanh ton bng th ti cc trung tm mua sm, cc chng trnh tng qu cho ch th khi s d ti khoan th t mt mc nht nh, b> Phng thc pht trin cc tin ch gia tng Ngy nay, th ATM khng ch l phng tin rt tin mt ti cc my ATM. Cc ngn hng v ang tm rt nhiu phng thc ch th c s hu tht nhiu dch v km theo. Vi hn 20 ngn hng trong c nc tham gia vo vic pht hnh th, khng ngng to ra cc tin ch tng them cho ch th tng thm tnh u vit v tnh cnh tranh. Ngn hng ng tuy c i sau mt vi ngn hng ln khc (ACB,VCB), nhng vi chin lc lu di, ngn hng u t hin i cng ngh ATM, to nhiu chc nng u vit cho ch th; ngoi ra ngn hng y mnh xut tin trong vic to ra cc li ch ga tng khng nhng p ng kp nhiu tin ch th ca cc ngn hng khc m con cung ng thm nhiu tin ch vt tri. C th thy c thng qua mt vi lit k s b nh sau: my ca Ngn hng ng ngoi vic rt tin ti my, chuyn khon, xem s d, li sut tin gi trong ti khon (0.2%/thng) m cn c kh nng np tin vo ti khon ngay ti my ATM. y l mt chc nng m hin ti khng c bt k mt my no c th c cc ngn hng khc. V mt tin ch rt ln m Ngn hng ng i u l kh nng thu chi (vi hn mc ti a 50 triu). mang li cho khch hng nhiu tin ch trong thi gian qua ngn hng c nhiu cuc tip xc, thuyt phc vi cc t chc cung ng dch v tiu dng nh: in, nc, in thoi,...Theo cc nhn vin chuyn trch ca Ngn hng ng tin hnh lp k hoch chi tit v cc cuc tip xc vi cc t chc cng to ra dch v theo s ch o ca Ban Tng Gim c. C th, thi gian qua Ngn hng ng tip xc cho hng trc tip vi cc t chc cung cp in, nc, in thoi, bo him,..Ngn hng
Chuyn tt nghip
GVHD: L Th Minh Hng
ng phn tch t m nhng hu ch cho t chc trong vic lin kt vi ngn hng. Vic lin kt khng nhng to thun li cho khch hng ca c hai m cn c li cho c c hai bn hp tc. Khch hng th tn thi gian ch i nhn vin ca t chc cung ng dch v n thu ph, cn t chc th khng phi tn tin bc v nhn lc cho vic thu tin, i khi thu thiu, hoc khng thu c do khch hng vng nh, v khng an ton trong thi gian vn chuyn tin; tt c u dc thc hin bi cc nghip v ca ngn hng. Nh vy, chnh s tip xc hp tc vi cc t chc cung cp dch v: Manulife, cng ty bu chnh vin thng si gn (SPT), cty in lc, cty cp nc, cc siu th, metro, mark, cc nh hng, khch sn,Thi gian ti Ngn hng ng c k hoch tip xc vi cc t chc khc nh: cty dch v truyn hnh cp, dch v vn ti: taxi, xe but, mua v xem ca nhc,.... Song song vic tip xc cc t chc cung cp dch v, Ngn hng ng khng ngng ci thin, sng to trong cc nghip v ngn hng gia tng tin ch cho ch th, chng hn mi y, cc khch hng gi tin tit kim khi n hn tr li, khch hng khng cn phi n ngn hng lm th tc nhn li m ngn hng s chuyn s li vo ti khon th ca ngn hng v s tin ny cng c hng li. c> Thit lp mng li chp nhn th ATM y l mt trong nhng phng thc to nn s thun li, tit kim thi gian-cng sc-tin bc cho khch hng, l mt trong nhng phng tin to nn tnh hp dn cho th ATM. Vn c s quan tm Ngn hng ng v c tch cc chun b trong thi qua phn tch nghin cu cch thit lp mt mng li phn phi hp l khch hng c th d dng tip xc m th cng nh thc hin cc giao dch i th ca ngn hng. Mng li chp nhn th c thit lp theo cc phn loi sau: mng li lp t cc my ATM, mng li cc a im chp nhn giao dch bng th ATM (POS) v mng li khch hng tip xc m th. trnh u t dn tri tn km thiu hiu qu v to c s thun tin cho khch hng, Ngn hng ng c hnh thc kt hp trong vic u t thit lp mng li tip nhn th. C th, s c d kt hp trong vic va thit lp mng li m th va lp t cc My ATM, my POS. v thit lp ti nhng a im chp nhn giao dch th
Chuyn tt nghip
GVHD: L Th Minh Hng
vi vic lp t cc my ATM. Nh vy s to ra c s thun tin trong vic thc hin kt hp gia vic va m th v giao dch ngay, hoc khch hng c th c th va thanh ton hng ho ti nhng im chp nhn th ng thi c th rt tin khi c nhu cu mua mt s th gn cn s dng tin mt ch khng cn phi v nh hoc n cc chi nhnh ca ngn hng, hoc khch hng c th xem li s d cn li bao nhiu sau khi thanh ton hng ho dch v xc nhn li xem con s khu tr c chnh xc khng kp thi yu cu ngn hng xem xt li,... s kt hp nh vy va gip cho ngn hng c th tn dng nhng nhng c s h tng thit lp sn. Mt nguyn tc trong vic thit lp mng li tip nhn th: phi tp trung nhng khu vc to ra c s thun tin s dng th cng nh cc dch v km theo. Do vy, mng li s tp trung vi mt cao ti nhng khu vc c s tp trung dn c vi cc c s h tng x hi phc v cho nh cu ca dn c: Cc khu vui chi gii tr, nh hng, khch sn, bnh vin, cc trung tm mua sm (siu th, metro, mark), cc nh ga, sn bay,...Vi nguyn tc thit lp nh vy, hin ti mng li tip nhn th c mt rt nhiu tnh v thnh ph trong c bit mt tp trung cao ti hai trung tm ln l TPHCM, Th H Ni v cc tnh TP ln khc nh: Nng, Cn Th,... l nhng ni hi t ca rt nhiu loi hnh thng mi dch v, v nhu cu s dng sn phm dch v cao nh mua hng ho ti cc trug tm mua sm, mua cc dch v ti cc khu vui chi gii tr, mua th in thoi, th co, mua bo him,... iu va mang li s thun tin cho khch hng va gip ngn hng s dng hiu qu s u t ca mnh v thu c nhiu ph giao dch ca khch hng to thu nhp cho ngn hng. Ngoi ra, Ngn hng ng cng khng qun vic u t vo mt s khu vc m tnh hnh kinh t cha tht s pht trin, nhng khuyn khch v khi dy nhu cu s dng th ca ngi dn cng nh cho khch hng ti nhng khu vc thy c s phc v tn tnh ca Ngn hng ng ; cho h thy c Ngn hng ng vn lun ch trng s phc v chu o cho mi nhu cu ca khch hng khng ch vi cc thnh ph ln m i vi nhng khu vc d cn kh khn. y cng l mc tiu lu di ca Ngn hng ng va to iu kin cho s pht trn kinh t va tranh th mi quan h vi cc khch hng tim nng s s dng dch v ca ngn hng trong thi gian ti.
Trang 43
Chuyn tt nghip
GVHD: L Th Minh Hng
Th trng th l mt th trng ln c Ngn hng ng xc nh ch khng cn l mt th trng tim nng na. Nh cu thanh ton khng dng tin mt s tng cao trong thi gian ti khi nn kinh t hi nhp su hn. Vic hin nay xut hin tnh trng qu ti i vi cng sut hot ng ca my ATM, cho thy c sc p v cng giao dch rt ln ca khch hng vi h thng my ATM cn qu t i so vi nhu cu ca khch hng. ng cng thnh lp mng VNBC c kh nng phc v cho khch hng ca ngn hng thnh vin qua nhiu hnh thc giao dch hn bt k cc h thng lin kt no (nh: kim tra ti khon, rt tin, in bng sao k mt s cc giao dch gn nht, gi tin ti my, mua cc loi th tr trc, chuyn khon hng ngang trong h thng da vo s th hoc s ti khon, thanh ton hng ha). H thng kt ni th VNBC ca Ngn hng ng c 5 ngn hng kt ni gm: ng , Si Gn Cng Thng, Pht trin Nh BSCL, Pht trin Nh H Ni, United Overas Bank Chi nhnh TP. HCM. Tng s giao dch qua h thng VNBC hin hn 2.000 t ng mi thng (phc v cho cc loi th VNBC, VISA v China UnionPay (Trung Quc). Hin ti, h thng VNBC c hn 500 ATM, 1.500 im chp nhn thanh ton (POS); d kin t 1.000 ATM v 3.000 POS vo cui nm. Bn cnh y mnh vic lit kt giao dch ti chnh hng ra th trng quc t, Ngn hng ng tin hnh trin khai vic kt ni vi tp on China Union Pay (h thng th lin kt ln nht ti Trung Quc) vi 815 triu ch th v c 152 ngn hng thnh vin ti Trung Quc, Hng Kng, Ma Cao. Bn cnh Ngn hng ng tham gia vo h thng Bank Net ca cng ty chuyn mch ti chnh quc gia (VNSWITH) cng 6 ngn hng v 1 cty (Ngn hng T&PTNT, ngn hng Cng Thng, ngn hng Chu, ngn hng ng , Si Gn Cng Thng, ngn hng Si Gn Thng Tn v cty in ton truyn s liu), theo th Khch hng ca Ngn hng ng c th giao dch vi cc my ATM/POS ca cc ngn hng trong lin minh.
Trang 44
Chuyn tt nghip
GVHD: L Th Minh Hng
PHN III NGHIN CU CC BIN S NH HNG N LNG TRUNG THNH CA KHCH HNG S DNG TH ATM TI NGN HNG NG I> KHUNG NGHIN CU
1. Vn nghin cu Vi tnh hnh pht trin v xu th hi nhp ca t nc, Vit Nam cng gia nhp t chc thng mi th gii (WTO). Trc s kin , cc ngn hng trong nc cng ngn hng ng gp phi nhiu thch thc mi, c bit l s cnh tranh mnh m t cc ngn hng ln nc ngoi. V th, cc ngn hng phi u t rt mnh nng cao kh nng cnh tranh ca mnh. M mt iu rt quan trng i vi mi t chc thng mi l khch hng. Khch hng em li li nhun cho cng ty, gip cng ty tn ti v pht trin. Nhng mt s cng ty ch ch tm vo vic thu ht khch hng m qun rng cn phi gi khch hng. H qun mt mt iu l mt mt khch hng l cho mt khch hng n i th cnh tranh. Vi qu nhiu i th cnh tranh, cc cng ty cn chi tiu nhiu n lc trong vic dnh c khch hng cng nh duy tr h. Vi s pht trin ca cng ngh thng tin, v x hi ngy nay, ATM l mt gii php ca nn vn minh hin i, gii php khng dng tin mt. Th trng ATM d bo s rt ln trong tng lai, cc ngn hng ang rt ch trng vo vic thu ht nhng khch hng hng mi cho mnh m qun mt mt iu rt quan trng l gi h lun s dng th ngn hng mnh, khin nhng ngi s dng ATM rt d thay i ngn hng v thng s dng nhiu th ca cc ngn hng khc nhau. M chi ph b ra thu ht khch hng mi lun ln duy tr mt khch hng c. V vy, cc ngn hng cn phi c nhng khch hng th trung thnh vi mnh. Vy nhng yu t no nh hng n lng trung thnh ca khch hng th ATM. Vn nghin cu y l nghin cu cc bin s nh hng n lng trung thnh ca khch hng s dng ATM ti ngn hng ng . Phm vi nghin cu l th trng Nng.
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GVHD: L Th Minh Hng
2. Mc tiu nghin cu Th nht l nghin cu cc yu t nh hng n lng trung thnh ca khch hng i vi ngn hng ng . Th hai l da trn nhng yu t nh hng xut nhng gii php c bn nhm gia tng lng trung thnh ca khch hng i vi ngn hng ng . Mt s cu hi nghin cu: - Khch hng s dng th ATM c trung thnh vi Ngn hng ng khng? - Nhng yu t no nh hng ti lng trung thnh ca khch hng s dng th ATM ca ngn hng ng ? Nhng yu t no nh hng nhiu nht? - Nhng gii php no ngn hng c th s dng nng lng trung thnh ca khch hng s dng th ATM? 3. Phng php nghin cu: a. Phng php thu thp d liu - Phng php quan st: + Quan st, nghin cu nhng ti liu c sn. C th dng phng php ny tm hiu mt s thng tin v khch hng nh s lng khch hng dng th, doanh s giao dch, + Quan st khch hng giao dch ghi li thi , hnh vi khch hng - Phng php iu tra: iu tra bng cng c bng cu hi. Bn cu hi c thit k vi cc thang o khong c a vo bng Likert vi cc mc nh gi t 1 n 5 tng ng vi mc t hon ton khng ng n hon ton ng vi cc kin a ra, thang ny dng nh gi lng trung thnh, s hi lng v cc nh gi v bin s ca cht lng cm nhn v chi ph chuyn i. Ngoi ra bn cu hi cn dng cc thang o nh danh, thang o t l thu thp thm cc thng tin chung v khch hng nh tui, thu nhp, ngh nghip b. Phng php chn mu: Thc hin chn mu ngu nhin. Tng th nghin cu ca bi vit ny l khch hng s dng th ATM ca ngn hng ng ti a bn Nng. a im thu thp d liu l cc im giao dch ATM ca ngn hng ng c. Phng php x l d liu:
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GVHD: L Th Minh Hng
Dng phng php test CronbachAlpha, phn tch nhn t khm ph kim tra s tng quan gia cc cu hi o lng cc bin. Trong phn x l d liu c th dng cc phng php thng k nh kim nh tham s hoc phn tch hi qui tm mi quan h gia cc bin. xc nh lng trung thnh v mc hi lng v cc thng s ca cc bin khc, dng phng php thng k m t s dng bng tn s v tn sut. Cng c h tr cho vic phn tch l SPSS
II> KT QU NGHIN CU
1. Cc thng tin chung Trong bn cu hi c mt s thng tin chung v khch hng. Kt qu phn tch tn s cho thy rng hu ht khch hng s dng th t 20-40 tui, ngh nghip tp trung ch yu l cn b vin chc-hu tr v sinh vin. Thu nhp ca khch hng tp trung nhiu khong 1-3 triu, cn li phn b u cho cc nhm khc. Mi ngi dng th ch yu rt tin, ct gi tin mt chi tiu v nhn lng, mt s t dng cho vic thanh ton. a s khch hng s dng th ATM ng nh l th chnh ca h. tui <20 20-29 30-39 40-49 50-59 >60 3% 52% 21% 12% 9% 3%
Ngh nghip Cn b vin chc-hu tr 56% Cng nhn 11% Bun bn 3% Hc sinh-sinh vin 29% khc 1% Thu nhp <1triu 26% 1-3triu 38% 3-5triu 21% >5triu 13% Mc ch s dng Nhn lng 42% Thanh ton 26% Rt tin 66% Ct gi tin 55%
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GVHD: L Th Minh Hng
Khc Th chnh ng Khng
3% 94% 6%
2. Lng trung thnh * Kim tra s tng quan gia cc mc hi bng phng php Cronbachs Alpha: Cc bin di y c thit k nhn din lng trung thnh ca khch hng, c mt s cu hi th hin lng trung thnh mt cch trc tip L1: Gii thiu cho ngi khc L2: Khng thay i nim tin L3: L khch hng trung thnh L4: Lun s dng th ATM ng L5: Khng thch chuyn i sang ngn hng khc L6: Khng chuyn i cho d bn b gii thiu ngn hng khc CronbachAlpha ca cc cu hi bng 0.89, y l mt kt qu rt tt. Cc bin Li hon ton tho mn < 0.89. V th ta c th tin hnh phn tch lng trung thnh.
Mean v Std.Deviation ca lng trung thnh Gii thiu cho ngi khc Khng thay i nim tin L khch hng trung thnh Lun s dng ATM ng Khng thch chuyn i Khng thay i cho d bn b gii thiu mt ngn hng khc Mean 3.63 3.59 3.84 3.60 3.89 3.58 Std.Deviation .787 .969 .829 .979 .856 .959
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GVHD: L Th Minh Hng
Kt qu lng trung thnh Lng trung thnh Item means Item variances Mean 3.687 0.898
Vi kt qu trung bnh mu v lng trung thnh l 3,682, cho thy khch hng th ATM tng i trung thnh vi ngn hng ng 3. Phn tch cc bin s a> Phn tch nhn t cho cc bin s Tin hnh phn tch nhn t cho cc bin s, ta c kt qu gm cc bin sau: Khi nim v cc ch bo Cht lng ATM ATM c nhiu tnh nng, thao tc ATM t h hng, hot ng n Giao dch chnh xc, nhanh Nhn vin Nhn vin lch s, nh nhn Nhn vin nhit tnh, sn sng Mng li phn phi ATM im giao dch thun tin Mng li ATM phn phi rng Gi gic hot ng Gi m ca thun tin ATM hot ng 24/24 Cc dng c h tr Bt, giy, phong b y Khng gian rng ri, c gn iu Chi ph s dng th Ph m th, ph thng nin Ph s dng cc dch v th ATM S hi lng p ng c nhu cu Cm thy hi lng Chi ph chuyn i Tn nhiu chi ph Cn u t nhiu thi gian Factor loadings .864 .824 .784 .976 .976 .856 .856 .854 .854 .844 .844 .848 .848 .879 .879 .814 .814 p-value 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 Extracted Variance 67.941
95.338 73.231 72.920 71.249 71.839 77.296

66.308
Qua bng trn, ta thy cc trng s nhn t ca cc ch bo i vi cc khi nim u t mc ngha kh cao, p < 0,001; cc gi tr trng s nhn t tri di t 0.78 n
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GVHD: L Th Minh Hng
0,98. Bn cnh , cc gi tr phng sai trch cng vt mc 50%. Kt qu ny cho thy rng, cc thang o s dng u t tin cy. b> Phn tch cc bin s - S hi lng: mc hi lng ca khch hng Mean 4.05 4.08 Std. Deviation .575 .631
Cm thy hi lng p ng c nhu cu
Kt qu trung bnh s hi lng
Mean 4.0650
Std. Deviation .53018
S hi lng trong ngn hng c ngha l nhng sn phm v dch v cung cp cho khch hng phi to cho h hi lng v p ng mong i ca h. V vy, s hi lng c xc nh bi hai mc hi l cm thy hi lng v p ng c nhu cu. Cc yu t ca s hi lng c gi tr tng ng vi nhau (4.05 v 4.08). Nhn chung khch hng hi lng vi cng c ATM ca ngn hng ng . Vi gi tr trung bnh 4.07-mc hi lng tng i cao - Chi ph chuyn i Nh cp phn trn, chi ph chuyn i c ngha l ci gi m mt khch hng phi tr cho vic chuyn t mt cng ty hoc nhn hiu ny sang mt cng ty hoc nhn hiu khc. Chi ph chuyn i c o bi hai cu hi trong phn di.
Std. Cn u t thi gian Tn nhiu chi ph Mean 4.00 3.09 Deviation .821 1.14
Kt qu chi ph chuyn i
Mean 3.55 Std. Deviation 0.805
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GVHD: L Th Minh Hng
Trong bng trn, ta thy chi ph thi gian l yu t khch hng quan tm nhiu hn v chi ph vt cht. Theo kt qu trung bnh v chi ph chuyn i (3.55) th ta thy a s khch hng nhn thy chi ph chuyn i l tng i cao. - Cc bin s khc Cc bin s Cht lng ATM ATM t h hng, hot ng n nh ATM c nhiu tnh nng, thao tc nhanh Giao dch chnh xc, nhanh chng Nhn vin Nhn vin lch s, nh nhn Nhn vin nhit tnh, sn sng gip Mng li phn phi ATM im giao dch thun tin Mng li ATM phn phi rng ri Gi gic hot ng Gi m ca thun tin ATM hot ng 24/24 Cc dng c h tr Bt, giy, phong b y Khng gian rng ri, c gn iu ho Chi ph s dng th Ph m th, ph thng nin Ph s dng cc dch v th ATM H thng ATM an ton, bo mt Cung cp nhiu dch v min ph Nhiu li ch gia tng Mean 3.85 3.60 4.02 3.91 3.53 3.49 3.57 4.05 4.06 4.04 4.05 3.65 4.45 4.18 4.17 4.19 4.07 4.04 4.10 4.03 3.89 3.69 Std. Deviation
0.62 0.88 0.68 0.71 0.92 0.91 0.96 0.58 0.62 0.78 0.62 0.87 0.57 0.54 0.68 0.64 0.55 0.57 0.71 0.75 0.89 0.89
Nhn chung mi ngi nh gi cao v cng c ATM ca ngn hng ng . i vi cht lng ATM, ta thy yu t ATM c nhiu tnh nng, thao tc nhanh c khch hng nh gi cao hn ht, cn yu t ATM t h hng, hot ng n nh th c khch hng nh gi thp hn. Cn nhng bin s khc th c nh gi bi gi tr ca cu hi mc tng ng nhau. Trn bng trn th cc dch v h tr, chi ph s dng th ATM c khch hng nh gi cao nht. Hai yu t nhn vin v li ch gia tng th khng c nh gi cao. 4. Phn tch mi quan h gia lng trung thnh v cc bin s Ma trn mi tng quan gia cc bin s
Correlation Matrix
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S hi LTT (1) Lng trung thnh (1) S hi lng (2) Mng li ATM (3) Cht lng ATM (4) Chi ph s dung th (5) Nhn vin (6) Chi ph chuyn i (7) Gi gic hot ng (8) H thng ATM an ton, bo mt (9) Cung cp nhiu dch v min ph (10) Nhiu li ch gia tng
1.000 .681 .622 .596 .591 .469 .432 .393 .382 .369 .296
GVHD: L Th Minh Hng

lng (2)
.673 1.000 .641 .599 .632 .491 .481 .483 .260 .431 .464
(3)
.622 .634 1.000 .725 .799 .510 .400 .572 .525 .674 .615 .417
(4)
.612 .672 .725 1.000 .740 .678 .428 .594 .437 .475 .511 .409
(5)
.591 .623 .799 .740 1.000 .578 .451 .620 .525 .695 .628 .468
(6)
.469 .507 .510 .678 .578 1.000 .392 .788 .470 .469 .478 .545
(7)
.432 .488 .400 .428 .451 .392 1.000 .469 .131 .375 .434 .354
(8)
.393 .473 .572 .594 .620 .788 .469 1.000 .419 .567 .524 .638
(9)
.382 .241 .525 .437 .525 .470 .131 .419 1.000 .460 .308 .170
(10)
.369 .421 .674 .475 .695 .469 .375 .567 .460 1.000 .774 .389
(11)
.296 .455 .615 .511 .628 .478 .434 .524 .308 .774 1.000 .449
(12)
.258 .304 .417 .409 .468 .545 .354 .638 .170 .389 .449 1.000
(11) .258 .322 Cc dch v h tr (12) Mc ngha l 0.01
Bng vic s dng phn tch thng k, kt qu th hin rng gia cc bin, mt bin c mi tng quan vi nhiu bin cn li. Qua ma trn tng quan gia cc bin, ta thy rng, s tho mn l bin s c tng quan nhiu nht i vi lng trung thnh. Hai bin s ny c quan h cht ch vi nhau, mt s thay i nh ca s hi lng cng lm nh hng ti lng trung thnh. Trong nhng nghin cu trc, nhng ngi nghin cu nhn din s tht ny. Tin hnh hi qui bin lng trung thnh vi bin s hi lng, ta c kt qu hm hi qui n: y= 0.95x + ei, vi mc ngha 0.05 v h s tng quan iu chnh R2a=0.456>0.3 cho thy mi quan h tng i cht ch. R2=0.461, iu ny ni ln rng, s hi lng gii thch c 46% bin lng trung thnh. Bin s c tm quan trng k tip l mng li phn phi h thng ATM v cht lng ATM. y l hai bin s th hin c mc linh hot ca h thng ATM ng . Bin s tip theo l chi ph s dng th hay c th gi l gi. iu ny c ngha rng cc nh qun tr nn tp trung vo phn ny p ng mong i ca khch hng c c lng trung thnh ca h.
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GVHD: L Th Minh Hng
y l nhng bin s quan trng nht. Nhng bin s khc cng c mi tng quan vi lng trung thnh nhng khng nhiu nh s hi lng, cht lng, mng li ATM v chi ph s dng th. Theo bng trn, mng li ATM, chi ph s dng th v cht lng th nh hng n s hi lng nhiu nht. iu ny cho thy, khi xem xt cc bin s, nh qun tr c th tng lng trung thnh ca khch hng mt cch trc tip cng nh gin tip. Nh qun tr c th u t vo cc bin s nh hng trc tip n lng trung thnh, cng c th u t gin tip vo cc bin s nh hng n s hi lng. Bin s cht lng nhn vin v chi ph chuyn i cng c mt nh hng ng k n lng trung thnh tuy c nh hng t hn i vi cc bin s k trn. y, nu ngn hng c nhiu ngun lc th vn c th u t nhiu vo nhng yu t ny. Cn cc bin nh h thng ATM an ton, bo mt, nhiu dch v min ph, li ch gia tng v dng c h tr c s tng quan thp n lng trung thnh v s hi lng. C th khch hng xem s an ton, bo mt ca h thng ATM l iu hin nhin m cc h thng ATM cn c. Cn li ch gia tng, dch v min ph v cng c h tr th mi ngi khng quan tm nhiu lm. Nh vy, tng lng trung thnh ca khch hng s dng th, nh qun tr cn tp trung vo cc bin s hi lng, mng li phn phi ATM, cht lng my ATM, chi ph s dng ATM v cht lng nhn vin. * Mi quan h gia lng trung thnh v cc bin khc Dng phn tch phng sai tin hnh kim nh mi quan h gia bin lng trung thnh vi tui v xem lng trung thnh c ph thuc vo vic khch hng s dng th ATM ng nh l th chnh hay khng. Theo kt qu phn tch, ta thy h s sig trong bng Test of Homogeneity of Variances > 0.5 nn iu kin phn tch phng sai, h s sig trong bng ANOVA ln lt bng 0.122 v 0.072 > 0.5 nn ta khng nh lng trung thnh khng ph thuc vo tui v vic khch hng c xem th ATM ng l th chnh hay khng.
One - Way ANOVA
tui Th chnh F 1.792 3.299 Sig .122 .072
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GVHD: L Th Minh Hng
Dng m hnh hi qui n phn tch lng trung thnh v cc bin nh thu nhp, s lng th khch hng s hu, thi gian s dng th. Ta thy cc h s ca m hnh hi qui u ln hn>0.05 nn ta c th kt lun lng trung thnh khng ph thuc vo thu nhp, s lng th v thi gian s dng.
Coefficients t Thu nhp S lng th Thi gian s dng 1.061 1.268 1.157 Sig .291 .208 .250
4. Kt lun Sau khi tin hnh phn tch v x l s liu, kt qu phn tch cho thy rng s hi lng c mi quan h i vi lng trung thnh. Mi quan h ny rt cht ch, nu nh qun tr ngn hng mun to lng trung thnh cho khch hng, h nn c chin lc c bit lm tho mn khch hng. Khi mt khch hng hi lng vi sn phm, dch v ca ngn hng, h khng mun chuyn sang mt i th cnh tranh khc. V l do ny, nh qun tr phi lun xem xt nhu cu ca khch hng. N c th l nhu cu hin ti hoc mt mong mun trong tng lai. iu ny c ngha rng, ngn hng nn c mt i ng c th d on c cc yu cu trong tng lai vi s thay i nhanh chng ca th gii v cng ngh, c bit cn phi xem xt mi trng pht trin ca nc ta. Ngn hng cng cn phi quan tm n mi trng cnh tranh, cn phi lm cho khch hng hi lng hn i th cnh tranh ca mnh. Cc bin s mng li ATM, cht lng ATM, v chi ph s dng th cng nh hng rt ln n lng trung thnh. Nhng yu t ny cn nh hng n s hi lng ca khch hng. V vy, ngn hng lm tt nhng yu t ny th s lm cho khch hng hi lng hn v bc k tip l h s trung thnh vi ngn hng hn.
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GVHD: L Th Minh Hng
III> MT S GII PHP GIA TNG LNG TRUNG THNH CA KHCH HNG TH ATM
1. Tin cho vic gia tng lng trung thnh khch hng Mc tiu ca ngn hng ng l xy dng v pht trin ngn hng ng tr thnh ngn hng thng mi c phn hng u v tt nht Vit Nam. Phng chm hot ng ca ngn hng l bnh dn ho dch v ngn hng, qun chng ho cng ngh ngn hng v vi mc tiu tr thnh ngn hng c ngi tiu dng Vit Nam yu thch nht, p ng nhng nhu cu thit thc ca cuc sng vn minh hin i; hng ti xy dng mt ngn hng a nng mt tp on ti chnh vng mnh. Hin nay vit nam, th trng th ATM ang pht trin rt nhanh, do tnh tin ch ca n rt ln, cc ngn hng u t rt ln vo my ATM thu ht khch hng s dng, h u t pht trin h thng my ATM rng khp, thc hin cc chnh sch khuyn khch mi ngi m th, s dng cc dch v ca th do vy tnh cnh tranh ca n cng rt ln. Vi s cnh tranh nh hin nay th ngn hng khng ch cn nhng khch hng mi m quan trng h phi c c nhng khch hng trung thnh vi ngn hng nng cao hiu qu kinh doanh ca mnh. 2. Mt s gii php Theo phn tch phn trn th mc trung thnh ca khch hng vn cn cha cao, v vy ta cn phi c bin php gia tng lng trung thnh ca khch hng ATM. Ngn hng c th tin hnh u t trc tip vo cc bin s nh hng n lng trung thnh, ngoi ra ngn hng cng c th u t vo cc yu t nh hng gin tip n lng trung thnh thng qua s hi lng. Sau y l mt s gii php gia tng lng trung thnh ca khch hng ATM ng : a> Gii php v sn phm - Cn nng cao hn na cht lng my ATM c bit l m bo my khng b h hng, hot ng n nh, m bo cc giao dch ca khch hng c chnh xc, khng xy ra thit hi cho khch hng v cc v vic tranh chp, kin tng. Vic bo tr, sa cha my phi c tin hnh nhanh chng m bo nhu cu ca khch hng. Ngoi ra, ngn hng cng cn gia tng cc dch v h tr khch hng, tng cc chc nng ca th ATM, bin th ATM thnh gii php thay th cho tin mt. Hin ti, ATM ng c th thc hin cc giao dch thanh ton,
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GVHD: L Th Minh Hng
- M rng mng li ATM. Ngoi ra ngn hng cng cn ch n h thng thanh ton. Mt iu lo lng l n tn thi im ny, vn cha ai bit chnh xc s lng m th ATM u nm 2008 l bao nhiu. Nh th s rt kh tnh ton c s lng my ATM cn phi lp t tha mn nhu cu ca khch hng. H thng cung cp cc dch v ngn hng bn l l ngnh c li th kinh t theo quy m v li th kinh t theo phm vi m hiu mt cch n gin l quy m cng ln, s ngi tham gia cng nhiu th chi ph cng thp v cng thun tin cho ngi s dng. iu ng ni l chi ph thit lp h thng thanh ton rng khp i hi mt khon u t khng l. Vi quy m hin nay, kh c ngn hng trong nc no c th t mnh lm c. Trong bi cnh ton cu ha v hi nhp quc t, nu trong ni ti chng ta khng lin kt to thnh mt khi vng chc th c hi ginh phn thng trong cuc cnh tranh khc lit ny l rt thp. Khi , nn kinh t ni chung, h thng ti chnh ngn hng ni ring c th b thng lnh bi cc cng ty a quc gia. Gii php duy nht l cc ngn hng phi lin kt vi nhau cng xy dng h thng ny. Hin ti, ngn hng ng ang ng u khi lin kt VNBC vi 5 ngn hng thnh vin, nhng s lng my ca cc ngn hng thnh vin cn li khng nhiu, vn cha p ng c nhu cu ngy cng nhiu ca khch hng. V vy, ng cn phi gia tng vic lin minh vi cc ngn hng khc. Gii php tt nht l hnh thnh mt khi thng nht cc ngn hng trong nc th ATM ca ngn hng ny c th s dng c cc im giao dch ATM v cc im thanh ton ca cc ngn hng cn li. iu ny c ngha l hnh thnh cc my ATM v my POS chung cho cc ngn hng. Nhng trc mt th ng cn t thm mt s my mi nhng vng c nhu cu cao v m rng thm mng li ATM mt s a bn mi. c> Chi ph Hin nay, ngn hng ng thc hin m th min ph vi i tng l hc sinhsinh vin, cn b cng nhn vin chc v min ph 2 nm u s dng. D nh trong tng lai cc ngn hng s tin hnh tng ph thng nin, ph s dng th v cc dch v th. Ngn hng cn cn nhc iu ny trong s so snh vi i th cnh tranh v yu t ny nh hng ln n lng trung thnh ca khch hng s dng th. Vic tng chi ph s
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GVHD: L Th Minh Hng
dng th s th lm gim s hi lng, gim lng trung thnh ca khch hng th ATM khin h d c nh chuyn i ngn hng. b> Gii php v nhn vin - To mi trng lm vic thun li m cc nhn vin d dng trao i vi nhau nhng kinh nghim trong qu trnh cng tc. - Thng xuyn cp nht cc khiu ni ca khch hng v tin hnh gii quyt ng thi hn. - Nng cao nng lc, o to v o to li i ng cn b, nhn vin giao dch chuyn mn nghip v, ngoi ng v tin hc p ng tt hn nhu cu kinh doanh. * Hn ch ca nghin cu v hng nghin cu tip theo - Vic ly mu ngu nhin c th lm cho tnh i din ca kt qu khng cao. Hn na vi qui m mu nh, khng tnh bao qut, i din cho tng th nghin cu. - Thi gian nghin cu qu ngn, ch c hai thng thc hin ti. Ngoi ra, kin thc chuyn mn v kinh nghim thc t cn t nn cn nhiu thiu st trong qu trnh nghin cu - Kt qu nghin cu ch dng li vic o lng, tm hiu mi quan h gia lng trung thnh v cc bin s nh hng. Do vy y ch l mt trong nhng ngun thng tin h tr ra quyt nh. Cc gii php a ra ch l nhng vn c bn v nhm mc ch lm r hn phn nghin cu.
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GVHD: L Th Minh Hng
KT LUN
Vn khch hng lun l mt vn quan tm hng u ca mi t chc kinh doanh bi v khch hng to ra li nhun cho t chc, gip t chc tn ti v pht trin. ti nghin cu ny gip pht hin ra cc bin s tc ng ln lng trung thnh khch hng s dng th ATM v t c cc gii php gia tng lng trung thnh ca khch hng ATM i vi ngn hng ng . Qua qu trnh thc tp em hiu hn nhiu v cch thc vn dng nhng kin thc mnh hc vo thc t. Em hon thnh chuyn ca mnh vi s gip nhit tnh ca cc anh, ch phng giao dch. Mc d em c gng trong vic thc hin ti nhng do hn ch v thi gian, bn thn cn thiu nhng kin thc chuyn mn, kinh nghim thc t rt t nn ti khng trnh khi nhng thiu st, rt mong nhn c s ng gp kin ca cc anh, ch trong ngn hng, thy c gio v cc bn ti c hon thin hn. Em xin chn thnh gi li cm n n ban lnh o, cc anh ch ti ngn hng ng , c gio L Th Minh Hng to iu kin, nhit tnh gip em thc hin chuyn ny. Xin chn thnh cm n! Sinh vin thc hin Hunh Th Thnh
Trang 58
Chuyn tt nghip
GVHD: L Th Minh Hng
PH LC
1. Lng trung thnh - Kim tra s tng quan gia cc mc hi
Reliability Statistics Cronbach's Alpha Based on Cronbach's Standardized N of Alpha Items Items .890 .892 6 Item-Total Statistics Scale Scale Mean Variance if Corrected Squared if Item Item Item-Total Multiple Deleted Deleted Correlation Correlation gioi thieu cho nguoi khac khong thay doi niem tin la khach hang trung thanh luon su dung ATM DA khong thich chuyen doi khong thay doi cho du ban be gioi thieu ngan hang khac 18.48 18.54 18.28 18.53 18.23 18.55 14.518 13.313 12.980 12.619 13.650 12.985 .610 .643 .859 .752 .699 .708 .427 .566 .786 .712 .713 .760
Cronbach's Alpha if Item Deleted .885 .882 .848 .864 .872 .871
Mean
Summary Item Statistics Minimu Maximu Range Maximu m m m/
Variance
N of Items Trang 59
Chuyn tt nghip Minimum Item 3.687 3.576 3.889 .313 Means The covariance matrix is calculated and used in the analysis. 1.088
GVHD: L Th Minh Hng
.019
- Kt qu lng trung thnh
Item Statistics Mean gioi thieu cho nguoi khac khong thay doi niem tin la khach hang trung thanh luon su dung ATM DA khong thich chuyen doi khong thay doi cho du ban be gioi thieu ngan hang khac Statistics Valid Missing 3.64 3.59 3.84 3.60 3.89 3.58 Std. Deviation .788 .969 .829 .979 .856 .959 N 99 99 99 99 99 99
N Mean Std. Deviation Sum
100 0 3.6800 .72229 368.00
2. Phn tch nhn t i vi cc bin s * Cht lng ATM

Component Matrix(a) Component 1 ATM co nhieu tinh nang, thao tac nhanh giao dich chinh xac, nhanh chong .864 .824 Trang 60
Chuyn tt nghip
GVHD: L Th Minh Hng
ATM it hu hong, .784 hoat dong on dinh Extraction Method: Principal Component Analysis. a 1 components extracted. Total Variance Explained Initial Eigenvalues Extraction Sums of Squared Loadings Componen % of Cumulative % of Cumulative t Total Variance % Total Variance % 1 2.038 67.941 67.941 2.038 67.941 67.941 2 .569 18.964 86.905 3 .393 13.095 100.000 Extraction Method: Principal Component Analysis. KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy. Bartlett's Test of Sphericity Approx. ChiSquare df Sig.
.686 114.539 3 .000
* Nhn vin
Component Matrix(a) Compon ent 1 nhan vien nhiet tinh, san sang .976 giup do nhan vien lich su, .976 nhanh nhen Extraction Method: Principal Component Analysis. a 1 components extracted. KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy. Bartlett's Test of Sphericity Approx. ChiSquare df Sig.
.500 166.680 1 .000
Componen t
Total
Total Variance Explained Initial Eigenvalues Extraction Sums of Squared Loadings % of Cumulative % of Cumulative Variance % Total Variance % Trang 61
Chuyn tt nghip 1 1.907 95.338 95.338 2 .093 4.662 100.000 Extraction Method: Principal Component Analysis. 1.907
GVHD: L Th Minh Hng 95.338 95.338
* Gi gic hot ng
KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy. Bartlett's Test of Sphericity Approx. ChiSquare df Sig. .500 22.762 1 .000
Total Variance Explained Initial Eigenvalues Extraction Sums of Squared Loadings Componen % of Cumulative % of Cumulative t Total Variance % Total Variance % 1 1.458 72.920 72.920 1.458 72.920 72.920 2 .542 27.080 100.000 Extraction Method: Principal Component Analysis. Component Matrix(a) Compon ent 1 gio mo cua thuan .854 tien ATM hoat dong .854 24/24 Extraction Method: Principal Component Analysis. a 1 components extracted.
* Mng li phn phi ATM

KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy. Bartlett's Test of Sphericity Approx. ChiSquare df Sig.
.500 23.468 1 .000
Componen t
Total
Total Variance Explained Initial Eigenvalues Extraction Sums of Squared Loadings % of Cumulative % of Cumulative Variance % Total Variance % Trang 62
Chuyn tt nghip 1 1.465 73.231 73.231 2 .535 26.769 100.000 Extraction Method: Principal Component Analysis. Component Matrix(a) Component 1 diem giao dich ATM thuan .856 tien mang luoi ATM phan bo .856 rong rai Extraction Method: Principal Component Analysis. a 1 components extracted. 1.465
GVHD: L Th Minh Hng 73.231 73.231
* Cc dng c h tr
Total Variance Explained Initial Eigenvalues Extraction Sums of Squared Loadings Componen % of Cumulative % of Cumulative t Total Variance % Total Variance % 1 1.425 71.249 71.249 1.425 71.249 71.249 2 .575 28.751 100.000 Extraction Method: Principal Component Analysis. Component Matrix(a) Compon ent 1 but, giay, phong bi .844 day du khong gian rong rai, .844 co gan dieu hoa Extraction Method: Principal Component Analysis. a 1 components extracted.
* Chi ph s dng th
KMO and Bartlett's Test SVTH: Hunh Th Thnh - Lp 30k2.3 Trang 63
Chuyn tt nghip Kaiser-Meyer-Olkin Measure of Sampling Adequacy. Bartlett's Test of Sphericity Approx. ChiSquare df Sig. .500 20.428 1 .000
GVHD: L Th Minh Hng
Total Variance Explained Initial Eigenvalues Extraction Sums of Squared Loadings Componen % of Cumulative % of Cumulative t Total Variance % Total Variance % 1 1.437 71.839 71.839 1.437 71.839 71.839 2 .563 28.161 100.000 Extraction Method: Principal Component Analysis. Component Matrix(a) Compon ent 1 phi su dung cac dich vu .848 the phi mo the, phi thuong .848 nien Extraction Method: Principal Component Analysis. a 1 components extracted.
* S hi lng
Total Variance Explained Initial Eigenvalues Extraction Sums of Squared Loadings Componen % of Cumulative % of Cumulative t Total Variance % Total Variance % 1 1.546 77.296 77.296 1.546 77.296 77.296 2 .454 22.704 100.000 Extraction Method: Principal Component Analysis. SVTH: Hunh Th Thnh - Lp 30k2.3 Trang 64
Chuyn tt nghip Component Matrix(a) Component 1 dap ung duoc nhu .879 cau cam thay hai long .879 Extraction Method: Principal Component Analysis. a 1 components extracted.
GVHD: L Th Minh Hng
* Chi ph chuyn i
KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy. Bartlett's Test of Sphericity Approx. ChiSquare df Sig.
.500 10.854 1 .001
Total Variance Explained Initial Eigenvalues Extraction Sums of Squared Loadings % of Cumulative % of Cumulative Total Variance % Total Variance % 1 1.326 66.308 66.308 1.326 66.308 66.308 2 .674 33.692 100.000 Extraction Method: Principal Component Analysis. Component Component Matrix(a) Component 1 ton nhieu chi phi .814 can dau tu thoi .814 gian Extraction Method: Principal Component Analysis. a 1 components extracted.
3. S hi lng: mc hi lng ca khch hng

Item Statistics Mean 4.05 4.08 Std. Deviation .575 .631 N 100 100
cam thay hai long dap ung duoc nhu cau
Trang 65
Chuyn tt nghip N Mean Std. Deviation Sum Statistics Valid Missing 100 0 4.0650 .53018 406.50
GVHD: L Th Minh Hng
4. Chi ph chuyn i
Statistics can dau tu thoi gian 99 1 4.00 .821 396 ton nhieu chi phi 99 1 3.09 1.144 306
Valid Missing
Statistics Valid Missing
99 1 3.5455 .80525 351.00
5. Thng tin chung - S lng th

Valid 1 2 3 Total System Frequency 57 32 10 99 1 100 Percent Valid Percent 57.0 57.6 32.0 32.3 10.0 10.1 99.0 100.0 1.0 100.0 Cumulative Percent 57.6 89.9 100.0
Missing Total
- Mc ch s dng th ATM ng
Statistics nhan thanh luong toan 100 100 0 0 .42 .26 .496 .441 .246 .194 cat giu tien 100 0 .55 .500 .250
N Mean Std. Deviation Variance
Valid Missing
rut tien 100 0 .66 .476 .227
khac 100 0 .03 .171 .029 Trang 66
Chuyn tt nghip Sum 42 26 66
GVHD: L Th Minh Hng 55 3
- ATM ng c phi l th chnh ca khch hng?

Statistics Frequency 94 6 100 Percent 94.0 6.0 100.0 Valid Percent 94.0 6.0 100.0 Cumulative Percent 94.0 100.0
Valid
dung khong Total
- Ngh nghip
Frequenc y 13 43 11 3 29 1 100 Percent 13.0 43.0 11.0 3.0 29.0 1.0 100.0 Valid Percent 13.0 43.0 11.0 3.0 29.0 1.0 100.0 Cumulative Percent 13.0 56.0 67.0 70.0 99.0 100.0
Valid
can bo huu tri can bo vien chuc cong nhan buon ban hoc sinh-sinh vien khac Total
- Thu nhp
Frequency 26 38 21 13 98 2 100 Percent 26.0 38.0 21.0 13.0 98.0 2.0 100.0 Valid Percent 26.5 38.8 21.4 13.3 100.0 Cumulative Percent 26.5 65.3 86.7 100.0
Valid
Missing Total
<1trieu 1-3trieu 3-5trieu >5trieu Total System
- tui
Frequency Valid <20 20-29 3 52 Percent 3.0 52.0 Valid Percent 3.0 52.0 Cumulative Percent 3.0 55.0 Trang 67
Chuyn tt nghip 30-39 40-49 50-59 >60 Total 21 12 9 3 100 21.0 12.0 9.0 3.0 100.0 21.0 12.0 9.0 3.0 100.0
GVHD: L Th Minh Hng 76.0 88.0 97.0 100.0
6. Phn tch mi quan h gia lng trung thnh v cc bin s Mi tng quan gia cc bin s:
Inter-Item Correlation Matrix he thong ATM gio cac an mang chat giac dich toan, luoi luong hoat nhan vu ho bao ATM ATM dong vien tro mat .382 .260 .525 .425 .419 .470 .170 1.000 .460 .308 .525 .131
long trung thanh
su hai long
cung cap nhieu chi nhieu loi phi chi dich vu ich su phi mien tang dung chuye phi them the n doi .369 .431 .674 .470 .567 .469 .389 .460 1.000 .296 .464 .615 .454 .524 .478 .449 .308 .774 .591 .632 .799 .729 .620 .578 .468 .525 .695 .628 .432 .481 .400 .400 .469 .392 .354 .131 .375 .434 .451
long trung 1.000 .681 .622 .596 .393 .469 .258 thanh su hai long .681 1.000 .641 .599 .483 .514 .322 mang luoi .622 .641 1.000 .724 .572 .510 .417 ATM chat luong .596 .599 .724 1.000 .570 .651 .403 ATM gio giac hoat .393 .483 .572 .570 1.000 .788 .638 dong nhan vien .469 .491 .510 .651 .788 1.000 .545 cac dich vu ho .258 .322 .417 .403 .638 .545 1.000 tro he thong ATM an toan, bao .382 .260 .525 .425 .419 .470 .170 mat cung cap nhieu dich vu mien .369 .431 .674 .470 .567 .469 .389 phi nhieu loi ich .296 .464 .615 .454 .524 .478 .449 tang them chi phi su dung .591 .632 .799 .729 .620 .578 .468 the chi phi chuyen .432 .481 .400 .400 .469 .392 .354 doi The covariance matrix is calculated and used in the analysis. ANOVA(a) Sum of Squares df 309.867 98 63.192 11
.774 1.000 .695 .375
.628 1.000 .434
.451 1.000
Between People Within People Between Items
Mean Square 3.162 5.745
F 21.251
Sig .000 Trang 68
Chuyn tt nghip Residual Total 291.415 354.606 664.473 1078 1089 1187 .270 .326 .560
GVHD: L Th Minh Hng
Total Grand Mean = 3.8951 a The covariance matrix is calculated and used in the analysis.
7. Phn tch hi qui lng trung thnh v s hi lng

Model Summary Mode Adjusted l R R Square R Square 1 .679(a) .461 .456 a Predictors: (Constant), su hai long Std. Error of the Estimate .53287
Coefficients(a) Model Unstandardized Coefficients Std. B Error 1 (Constant) -.081 .414 s hi lng .925 .101 a Dependent Variable: long trung thanh
Standardized Coefficients Beta .679
Sig.
-.196 9.159
.845 .000
8. Phn tch trung bnh cc bin s

Item Statistics Mean ATM it hu hong, hoat dong on dinh ATM co nhieu tinh nang, thao tac nhanh giao dich chinh xac, nhanh chong chat luong ATM mang luoi ATM phan bo rong rai diem giao dich ATM thuan tien mang luoi ATM ATM hoat dong 24/24 gio mo cua thuan tien gio giac hoat dong but, giay, phong bi day du khong gian rong rai, co gan dieu hoa 3.6020 4.0204 3.9184 3.8469 4.0408 4.0612 4.0510 4.4490 3.6531 4.0510 4.1735 4.1939 Std. Deviation .88212 .68834 .71325 .62621 .78541 .57106 .58101 .57656 .87464 .62380 .68902 .63665 N 98 98 98 98 98 98 98 98 98 98 98 98 Trang 69
Chuyn tt nghip cac dich vu ho tro nhan vien lich su, nha nhen nhan vien nhiet tinh, san sang giup do nhan vien phi mo the, phi thuong nien phi su dung cac dich vu the chi phi su dung the he thong ATM an toan, bao mat cung cap nhieu dich vu mien phi nhieu loi ich tang them can dau tu thoi gian ton nhieu chi phi chi phi chuyen doi 4.1837 3.4898 3.5714 3.5306 4.0408 4.1020 4.0714 4.0306 3.8980 3.6939 4.0000 3.0918 3.5459 .55792 .91093 .96324 .91611 .57290 .71059 .54678 .75237 .89084 .88990 .82487 1.14951 .80937 98 98 98 98 98 98 98 98 98 98 98 98 98
GVHD: L Th Minh Hng
9. Kim nh mi quan h gia lng trung thnh v cc bin ngoi vi * Phn tch phng sai (ANOVA) - Lng trung thnh c ph thuc vo vic khch hng xem th ATM l th chnh hay khng?
Test of Homogeneity of Variances Levene Statistic df1 df2 Sig. 2.757 1 98 .100 ANOVA Sum of Squares Between Groups Within Groups Total 1.682 49.967 51.649 df 1 98 99 Mean Square 1.682 .510 F 3.299 Sig. .072
- Lng trung thnh-tui

Test of Homogeneity of Variances Levene Statistic df1 df2 Sig. 1.300 5 94 .270 ANOVA SVTH: Hunh Th Thnh - Lp 30k2.3 Trang 70
Chuyn tt nghip Sum of Squares Between Groups Within Groups Total 4.496 47.153 51.649 df 5 94 99 Mean Square .899 .502 F 1.792
GVHD: L Th Minh Hng Sig. .122
* Phn tch hi qui - Lng trung thnh - s th s dng

ANOVA(b) Mode Sum of l Squares df 1 Regression .842 1 Residual 50.807 97 Total 51.649 98 a Predictors: (Constant), so luong the b Dependent Variable: long trung thanh Mode l 1 Coefficients(a) Unstandardized Coefficients B (Constant) 3.471 so luong the .137 a Dependent Variable: long trung thanh .180 .108 Mean Square .842 .524
F 1.607
Sig. .208(a)
Standardized Coefficients Std. Error .128
t Beta 19.235 1.268
Sig. .000 .208
- Lng trung thnh - s lng th

ANOVA(b) Mode Sum of l Squares df 1 Regression .696 1 Residual 50.953 98 Total 51.649 99 a Predictors: (Constant), thoi gian su dung b Dependent Variable: long trung thanh Mean Square .696 .520
F 1.339
Sig. .250(a)
Model 1
Coefficients(a) Unstandardized Standardized Coefficients Coefficients B Std. Error 3.475 .191 Beta
t 18.184
Sig. .000 .250
(Constant) thoi gian su .126 .109 dung a Dependent Variable: long trung thanh SVTH: Hunh Th Thnh - Lp 30k2.3
.116
1.157
Trang 71
Chuyn tt nghip
GVHD: L Th Minh Hng
Lng trung thnh thu nhp
ANOVA(b) Mode Sum of l Squares df 1 Regression .593 1 Residual 50.594 96 Total 51.187 97 a Predictors: (Constant), thu nhap b Dependent Variable: long trung thanh
Mean Square .593 .527
F 1.126
Sig. .291(a)
Model 1
Coefficients(a) Unstandardized Standardized Coefficients Coefficients B Std. Error 3.500 .181 Beta
t 19.347
Sig. .000 .291
(Constant) thoi gian su .079 .075 dung a Dependent Variable: long trung thanh
.108
1.061
10. Bng cu hi
BN CU HI
Xin anh (ch) vui lng hon thnh gip ti bn cu hi sau y. Nhng kin ca anh (ch) s gip ti hon thnh nghin cu ca mnh v cng c ATM ng 1. Hin ti anh (ch) s hu bao nhiu th ATM? .. 2. Anh (ch) s dng th ATM ng c bao lu? <1nm 1-2 nm >2 nm 3. Th ATM ng c phi l th chnh ca anh (ch) khng? Phi Khng 4. Anh (ch) s dng th ATM ng cho mc ch g? (c th chn nhiu phng n) Nhn lng Thanh ton Rt tin Ct gi tin Khc(ghi r).
Chuyn tt nghip
GVHD: L Th Minh Hng
5. Hy ch ra mc ng ca anh (ch) vi cc khng nh sau y v ATM ng bng cch khoan trn s thch hp nht vi kin ca mnh (1: Hon ton khng ng , 2: Khng ng , 3: Khng c kin, 4: ng , 5: Hon ton ng ) Anh (ch) c nh gii thiu ngi khc s dng ATM ng Anh (ch) s khng thay i nim tin v ngn hng ny Anh (ch) l mt khch hng trung thnh vi ngn hng ng Anh (ch s lun s dng th ATM ca ngn hng ny Anh (ch) khng thch chuyn i sang ngn hng khc bi v ngn hng ny p ng c nhu cu ca anh (ch) Anh (ch) s khng thay i ngn hng cho d bn b ca anh ch gii thiu mt ngn hng khc 1 1 1 1 1 1 2 2 2 2 2 2 3 3 3 3 3 3 4 4 4 4 4 4 5 5 5 5 5 5
6. Anh (ch) vui lng nh gi mc ng ca mnh vi cc pht biu sau (1: Hon ton khng ng , 2: Khng ng , 3: Khng c kin, 4: ng , 5: Hon ton ng ) Cht lng ATM ATM t h hng, hot ng n nh 1 2 3 4 5 ATM c nhiu tnh nng, thao tc nhanh 1 2 3 4 5 Cht lng ca cc giao dch (chnh xc, nhanh chng) 1 2 3 4 5 Mng li ATM Mng li phn phi ATM rng ri im giao dch ATM thun tin (gn nh, ni lm vic) Gi gic hot ng ATM hot ng 24/24 Gi m ca ca ngn hng ph hp vi anh (ch) Cc dng c h tr Bt, giy, phong b lun y Khng gian ATM rng ri, c gn iu ho Nhn vin Nhn vin lch s, nhanh nhn Nhn vin nhit tnh, sn sng gip anh (ch)
1 1
2 2
3 3
4 4
5 5
1 1 1 1 1 1
2 2 2 2 2 2
3 3 3 3 3 3
4 4 4 4 4 4
5 5 5 5 5 5
Trang 73
Chuyn tt nghip
GVHD: L Th Minh Hng
H thng ATM an ton, bo mt Cung cp nhiu dch v min ph Nhiu li ch tng thm(tnh li sut cho lng tin gi, thu chi) Chi ph s dng Ph m th, ph thng nin hp l Ph s dng cc dch v ca th hp l (thanh ton, chuyn khon)
1 1 1
2 2 2
3 3 3
4 4 4
5 5 5
1 1
2 2
3 3
4 4
5 5
7. Anh (ch) vui lng nh gi mc ng ca mnh vi cc pht biu sau (1: Hon ton khng ng , 2: Khng ng , 3: Khng c kin, 4: ng , 5: Hon ton ng ) Mc hi lng chung Ni chung anh (ch) cm thy hi lng v ATM ng 1 2 3 4 5 ATM ng p ng c nhu cu ca anh (ch) 1 2 3 4 5 8. Hy ch ra mc ng ca anh (ch) vi cc khng nh sau y bng cch khoan trn s thch hp nht vi nhn nh ca mnh (1: Hon ton khng ng , 2: Khng ng , 3: Khng c kin, 4: ng , 5: Hon ton ng ) chuyn i sang ngn hng khc cn phi u t thi gian vo vic nghin cu thng tin v cc ngn 1 2 3 4 5 hng khc Tn nhiu chi ph tm hiu v m mt th 1 2 3 4 5 ATM mi ca ngn hng khc 9. Anh (ch) c kin ngh g i vi dch v ATM ng khng? Nu c th Anh (Ch) vui lng cho bit thm: 10. Ngh nghip: Cn b hu tr Cn b vin chc Cng nhn Bun bn Hc sinh-sinh vin Nng dn Khc (ghi r) 11. Thu nhp ca Anh (Ch) ng/mt thng: < 1 triu 1-3 triu 3-5 triu > 5 triu 12. Anh (Ch) thuc nhm tui no? < 20 20-29 30-39 40-49 50-59 =>60
Chuyn tt nghip
GVHD: L Th Minh Hng
H & tn: Cm n s hp tc ca Anh (ch), nhng kin ny s gip ch rt nhiu cho vic nghin cu ca ti
TI LIU THAM KHO

- V.Kumar,Denish Shah- Building and sustaining profitable customer loyalty for
the 21st century. Journal of Retailing 80(2004)317-330

- Robyn Blakeman, M.L.A. Ralph Hanson, Ph.D Archie Sader, M.B.A Kurt
Schimmel, Ph.D. Creating Loyalty in Relationship Marketing: A Descriptive Study of Supermarket Loyalty Programs - S.Banyopahyay, M. Martell. Does attitudinal loyalty influence behavioral loyalty? A theoretical and empirical study. Journal of Retailing and Consumer Services 14 (2007) 35-44 - Ki-Joon Back (2001). The effects of image congruence on customer satisfaction and brand loyalty in the lodging industry pg.72-76. - Golrou Abdollahi (2007). Creating a model for customer loyalty in banking industry of Iran, pg 41-42, 57-67 - Ahmad Jamal, Kamal Naser (2003). Factors influencing customer satisfaction in the retail banking sector in Pakistan. Pg 29-45
- www.mba-15.com
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Chuyn tt nghip
GVHD: L Th Minh Hng
MC LC
LI M U......................................................................................................................1 CHNG I.........................................................................................................................2 C S L LUN V LNG TRUNG THNH CA.........................................................2 KHCH HNG...................................................................................................................2
I. TNG QUAN V LNG TRUNG THNH CA KHCH HNG ..................................................................2 1. nh ngha lng trung thnh .......................................................................................................................................2 2. Phn loi khch hng theo lng trung thnh................................................................................................................2 3. Li ch ca lng trung thnh khch hng ....................................................................................................................3 4. Cc thnh phn ca lng trung thnh ..........................................................................................................................4 II. MI LIN H GIA S THO MN V LNG TRUNG THNH CA KHCH HNG ......................6 III. M HNH NGHIN CU LNG TRUNG THNH ......................................................................................7 IV. Tng quan v sn phm ca ngn hng..............................................................................................................11 1. Khi nim sn phm ngn hng.................................................................................................................................11 2. Phn loi sn phm dch v ngn hng......................................................................................................................11 3. c im ca sn phm dch v ngn hng ..............................................................................................................11
PHN II.............................................................................................................................14 TNH HNH HOT NG KINH DOANH CA...............................................................14 NGN HNG NG ....................................................................................................14 I> TNG QUAN V NGN HNG NG ...................................................................14
1. Gii thiu v ngn hng ng ...............................................................................................................................14 2. C cu t chc ca ngn hng ng ....................................................................................................................15 II. TNH HNH HOT NG CA NGN HNG NG .............................................................................21 1> C s vt cht k thut............................................................................................................................................21 2> Lc lng cn b cng nhn vin............................................................................................................................22 3> Cng ngh.................................................................................................................................................................24 4> Mng li hot ng ca ngn hng ng .........................................................................................................26
Trang 76
Chuyn tt nghip
GVHD: L Th Minh Hng
5> i tng khch hng ca ngn hng ng ........................................................................................................27 6> Sn phm ca ngn hng ng : .........................................................................................................................28 7> Tnh hnh ti chnh ca ng ..............................................................................................................................30 BNG BO CO KT QU HOT NG..............................................................................................................30 98.029............................................................................................................................................................................30 70.581............................................................................................................................................................................30 III> THC TRNG DCH V ATM NGN HNG NG .............................................................................32 1. Thun li v hn ch ca th ATM...........................................................................................................................32 2. Th trng th Vit Nam............................................................................................................................................36 3. H thng ATM ca ngn hng ng :....................................................................................................................37 4. Chnh sch pht trin th ca ngn hng ng .....................................................................................................39
PHN III............................................................................................................................45 NGHIN CU CC BIN S NH HNG N LNG ............................................45 TRUNG THNH CA KHCH HNG S DNG TH ATM TI NGN HNG NG .......................................................................................................................................45
I> KHUNG NGHIN CU........................................................................................................................................45 1. Vn nghin cu.....................................................................................................................................................45 2. Mc tiu nghin cu..................................................................................................................................................46 3. Phng php nghin cu:..........................................................................................................................................46 II> KT QU NGHIN CU....................................................................................................................................47 1. Cc thng tin chung...................................................................................................................................................47 2. Lng trung thnh........................................................................................................................................................48 3. Phn tch cc bin s..................................................................................................................................................49 4. Phn tch mi quan h gia lng trung thnh v cc bin s.....................................................................................51 4. Kt lun......................................................................................................................................................................54 III> MT S GII PHP GIA TNG LNG TRUNG THNH CA KHCH HNG TH ATM ............55 1. Tin cho vic gia tng lng trung thnh khch hng ...........................................................................................55 2. Mt s gii php........................................................................................................................................................55
KT LUN........................................................................................................................58 PH LC..........................................................................................................................59 TI LIU THAM KHO....................................................................................................75
Trang 77
Chuyn tt nghip
GVHD: L Th Minh Hng
Trang 78

NGHIÊN CỨU CÁC BIẾN SỐ ẢNH HƯỞNG ĐẾN LÒNG TRUNG THÀNH CỦA KHÁCH HÀNG THẺ ATM TẠI NGÂN HÀNG ĐÔNG Á

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NGHIÊN CỨU CÁC BIẾN SỐ ẢNH HƯỞNG ĐẾN LÒNG TRUNG THÀNH CỦA KHÁCH HÀNG THẺ ATM TẠI NGÂN HÀNG ĐÔNG Á

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Chuyn tt nghip

GVHD: L Th Minh Hng

SVTH: Hunh Th Thnh - Lp 30k2.3

GVHD: L Th Minh Hng

CHNG I C S L LUN V LNG TRUNG THNH CA KHCH HNG

GVHD: L Th Minh Hng

GVHD: L Th Minh Hng

GVHD: L Th Minh Hng

GVHD: L Th Minh Hng

II. MI LIN H GIA S THO MN V LNG TRUNG THNH CA KHCH HNG

GVHD: L Th Minh Hng

III. M HNH NGHIN CU LNG TRUNG THNH

GVHD: L Th Minh Hng

Lng trung thnh

GVHD: L Th Minh Hng

GVHD: L Th Minh Hng

SVTH: Hunh Th Thnh - Lp 30k2.3

GVHD: L Th Minh Hng

IV. Tng quan v sn phm ca ngn hng

GVHD: L Th Minh Hng

SVTH: Hunh Th Thnh - Lp 30k2.3

GVHD: L Th Minh Hng

SVTH: Hunh Th Thnh - Lp 30k2.3

GVHD: L Th Minh Hng

PHN II TNH HNH HOT NG KINH DOANH CA NGN HNG NG

GVHD: L Th Minh Hng

Ban kim sot Ban tng gim c

Cng ty trc thuc

GVHD: L Th Minh Hng

SVTH: Hunh Th Thnh - Lp 30k2.3

Chuyn tt nghip Gim c chi nhnh

GVHD: L Th Minh Hng

Ph gim c chi nhnh

Phng kinh doanh tn dng

Chi nhnh trc thuc

Phng giao dch

GVHD: L Th Minh Hng

GVHD: L Th Minh Hng

GVHD: L Th Minh Hng

GVHD: L Th Minh Hng

II. TNH HNH HOT NG CA NGN HNG NG

GVHD: L Th Minh Hng

GVHD: L Th Minh Hng

GVHD: L Th Minh Hng

GVHD: L Th Minh Hng

SVTH: Hunh Th Thnh - Lp 30k2.3

GVHD: L Th Minh Hng

GVHD: L Th Minh Hng

GVHD: L Th Minh Hng

thanh ton du lch

SVTH: Hunh Th Thnh - Lp 30k2.3

GVHD: L Th Minh Hng

Danh sch cc nhn hiu hng ha chnh ca doanh nghip

GVHD: L Th Minh Hng

SVTH: Hunh Th Thnh - Lp 30k2.3

GVHD: L Th Minh Hng

Bng thng k so snh ch tiu li nhun trc thu

SVTH: Hunh Th Thnh - Lp 30k2.3

GVHD: L Th Minh Hng

III> THC TRNG DCH V ATM NGN HNG NG

GVHD: L Th Minh Hng

SVTH: Hunh Th Thnh - Lp 30k2.3

GVHD: L Th Minh Hng

SVTH: Hunh Th Thnh - Lp 30k2.3