Suhailong Vietinbank

TRNG I HC CN TH KHOA KINH T - QUN TR KINH DOANH &
LUN VN TT NGHIP
ti:
NH GI MC HI LNG CA KHCH HNG V DCH V TH ATM CA NGN HNG TMCP CNG THNG CHI NHNH BN TRE
Gio vin hng dn: L QUANG VIT
Sinh vin thc hin: CA HNG NGC M M s SV: 4061516 Lp: QTKDTH kha 32
Cn Th - 2010
nh gi mc hi lng ca khch hng v dch v th ATM ca VietinBank Bn Tre
LI CM T
@&? Trong sut thi gian bn nm hc Trng i hc Cn Th, bn cnh s n lc ca bn thn, em cn nhn c s ch bo tn tnh ca qu thy c, chng em c trang b nhng kin thc cn thit cho ngh nghip sau ny. Khong thi gian ba thng thc tp tt nghip ti Ngn hng TMCP Cng Thng Bn Tre l qu trnh kt hp l thuyt c hc trng v mi trng lm vic bn ngoi gip cho em nm vng hn nhng kin thc chuyn ngnh ca mnh, ng thi bit thm nhng kinh nghim cng nh cch lm vic bn ngoi x hi. Bng s n lc ht mnh, n nay em hon thnh lun vn tt nghip vi ti nh gi mc hi lng ca khch hng v dch v th ATM ca Ngn hng TMCP Cng Thng chi nhnh Bn Tre. Em xin chn thnh cm n Ban Gim Hiu trng i Hc Cn Th to iu kin thun li cho chng em hc tp nghin cu; xin cm n qu thy c khoa Kinh t - Qun tr kinh doanh truyn t cho chng em nhng kin thc qu bu, s l nn tng vng chc cho chng em sau ny, c bit em xin gi li bit n su sc n thy L Quang Vit tn tnh hng dn em trong sut thi gian lm ti lun vn. Em cng xin chn thnh cm n Ban Gim c Ngn hng Cng Thng chi nhnh Bn Tre cng ton th nhn vin trong chi nhnh h tr, cung cp cho em cc s liu cn thit hon thnh lun vn, c bit xin chn thnh cm n ch Trn nh Thu nhit tnh gip v truyn t nhng kinh nghim qu bu gip em hon thnh tt lun vn. Tuy nhin, do cn hn hp v kin thc v kinh nghim nn kh trnh c nhng thiu st. Em rt mong s gp kin ca cc thy c, c quan thc tp ti hon thin hn. Xin knh chc qu Thy C, Ban Gim c v ton th cn b trong chi nhnh di do sc kho, gt hi c nhiu thnh cng v Ngn Hng ngy cng pht trin. Xin trn trng cm n! Sinh vin thc hin Ca Hng Ngc M
GVHD: ThS. L Quang Vit i SVTH: Ca Hng Ngc M
LI CAM OAN ====================

Ti cam oan rng ti ny l do chnh ti thc hin, cc s liu thu thp v kt qu phn tch trong ti l trung thc, ti khng trng vi bt k ti nghin cu khoa hc no. Thng 04 nm 2010 Sinh vin thc hin
Ca Hng Ngc M
GVHD: ThS. L Quang Vit
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SVTH: Ca Hng Ngc M
NHN XT CA GIO VIN HNG DN

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SVTH: Ca Hng Ngc M
NHN XT CA GIO VIN PHN BIN

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SVTH: Ca Hng Ngc M
MC LC
Trang
Chng 1........................................................................................................... 1 GII THIU..................................................................................................... 1 1.1. t vn : ............................................................................................... 1 1.1.1. S cn thit hnh thnh ti: ............................................................ 1 1.1.2. Cn c khoa hc v thc tin: ............................................................ 2 1.2. Mc tiu nghin cu:................................................................................ 3 1.2.1. Mc tiu chung: ................................................................................. 3 1.2.2. Mc tiu c th: ................................................................................. 3 1.3. Cc gi thuyt kim nh v cu hi nghin cu:...................................... 3 1.3.1. Cc gi thuyt kim nh: .................................................................. 3 1.3.2. Cu hi nghin cu:........................................................................... 4 1.4. Phm vi nghin cu:................................................................................. 4 1.4.1. Khng gian: ....................................................................................... 4 1.4.2. Thi gian: .......................................................................................... 4 1.4.3. i tng nghin cu: ....................................................................... 4 1.5. Lc kho ti liu c lin quan n ti nghin cu: ............................. 5 Chng 2........................................................................................................... 6 PHNG PHP LUN V PHNG PHP NGHIN CU .................... 6 2.1.Phng php lun:..................................................................................... 6 2.1.1.Cc khi nim v th thanh ton: ........................................................ 6 2.1.2. Cc khi nim chung v th ATM:..................................................... 8 2.1.3. Ch s mc hi lng ca khch hng (CSI):................................. 11 2.2.Phng php nghin cu: ........................................................................ 18 2.2.1. Phng php chn vng nghin cu: ............................................... 18 2.2.1. Phng php thu thp s liu: .......................................................... 19 2.2.2. Phng php phn tch s liu: ....................................................... 19 Chng 3......................................................................................................... 21 GII THIU KHI QUT NGN HNG CNG THNG ................... 21 3.1.Gii thiu khi qut v ngn hng VietinBank: ....................................... 21 3.1.1 S hnh thnh v pht trin ca VietinBank Vit Nam: ..................... 21
GVHD: ThS. L Quang Vit vi SVTH: Ca Hng Ngc M
3.1.2. Gii thiu v ngn hng VietinBank chi nhnh Bn Tre:.................. 23 3.2. Nhng thun li v kh khn trong kinh doanh dch v th ATM ca VietinBank Bn Tre: ..................................................................................... 27 3.2.1. Thun li: ........................................................................................ 27 3.2.2. Kh khn: ........................................................................................ 28 3.3. nh hng pht trin dch v th trong tng lai ca ngn hng TMCP Cng thng chi nhnh Bn Tre:................................................................... 29 Chng 4......................................................................................................... 30 NH GI MC HI LNG CA KHCH HNG V DCH V TH ATM CA VIETIN BANK..................... Error! Bookmark not defined.30 4.1. Thc trng kinh doanh dch v th ATM ca ngn hng TMCP Cng thng chi nhnh Bn Tre:............................................................................ 30 4.1.1. S lng th pht hnh qua cc nm: ............................................... 30 4.1.2. Doanh s thanh ton ti cc n v chp nhn th v doanh s giao dch qua my ATM:................................................................................... 32 4.2. Xc nh cc yu t tc ng n s hi lng ca khch hng v dch v th ATM: ...................................................................................................... 35 4.3. Thi quen s dng th ca khch hng: .................................................. 35 4.3.1. Khi qut c im chung ca khch hng:...................................... 35 4.3.2. Nhng knh thng tin ch yu tc ng n khch hng trong vic la chn s dng th ATM ca ngn hng VietinBank:................................... 37 4.3.3. Thi quen la chn a im rt tin:............................................... 39 4.4. Mc hi lng ca khch hng v kh nng cung cp dch v th ATM ca VietinBank Bn Tre:............................................................................... 40 4.4.1. Nhng yu t khch hng quan tm nht khi la chn th ATM ca ngn hng: ................................................................................................. 40 4.4.2. So snh mc nhn bit ca khch hng v dch v th ATM ca VietinBank so vi cc ngn hng khc trn cng a bn:.......................... 42 4.4.3. Mc hi lng ca khch hng v kh nng cung cp dch v th ATM ca VietinBank Bn Tre:.................................................................. 44 4.5. Nhng kh khn m khch hng gp phi khi s dng th: .................... 57
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SVTH: Ca Hng Ngc M
4.6. kin, xut ca khch hng v dch v th ATM ca ngn hng Cng thng:.......................................................................................................... 58 4.7. Xu hng s dng th trong tng lai ca khch hng: .......................... 62 4.8. Tng kt im s v s hi lng ca khch hng n dch v th ATM ca VietinBank:................................................................................................... 64 Chng 5......................................................................................................... 69 MT S GII PHP NHM NNG CAO MC HI LNG CA KHCH HNG V DCH V TH ATM CA NGN HNG TMCP CNG THNG BN TRE ......................................................................... 69 5.1. Nhng tn ti v nguyn nhn ca nhng tn ti:................................... 69 5.1.1. Nhng tn ti trong kinh doanh dch v th ATM trong nhng nm qua: ........................................................................................................... 69 5.1.2. Nguyn nhn ca nhng tn ti:....................................................... 70 5.2. Cc gii php nhm nng cao mc hi lng ca khch hng v dch v th ATM: ...................................................................................................... 71 5.2.1. Nhng im mnh, im yu, c hi, e da trong kinh doanh dch v th ATM:................................................................................................... 71 5.2.2. Xy dng ma trn S.W.O.T tm ra nhng gii php nng cao mc hi lng ca khch hng v dch v th ATM: ...................................... 74 5.2.3. Nhng gii php nhm nng cao hiu qu kinh doanh dch v th ATM ca VietinBank: ............................................................................... 75 Chng 6......................................................................................................... 86 KT LUN V KIN NGH ........................................................................ 86 6.1. Kt lun:................................................................................................. 86 6.2. Kin ngh: .............................................................................................. 87 6.2.1. i vi chnh ph: ........................................................................... 87 6.2.2. i vi ngn hng: .......................................................................... 88 6.2.3. i vi khch hng:......................................................................... 91 TI LIU THAM KHO .............................................................................. 93
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SVTH: Ca Hng Ngc M
DANH MC BIU BNG

Trang Bng 1: S lng th pht hnh cc huyn ca Vietinbank Bn Tre............... 18 Bng 2: S lng th E-Partner pht hnh ti VietinBank Bn Tre ................... 30 Bng 3: Ph pht hnh th qua 3 nm (2007 2009) ......................................... 32 Bng 4: Doanh s thanh ton ti cc n v chp nhn th v doanh s giao dch qua my ATM .................................................................................................. 33 Bng 5: c im chung ca khch hng......................................................... 36 Bng 6: Knh thng tin ch yu tc ng n quyt nh la chn s dng th ca khch hng ................................................................................................. 38 Bng 7: a im thng rt tin...................................................................... 39 Bng 8: Nhng yu t khch hng quan tm nht khi la chn s dng th ATM ca ngn hng................................................................................................... 41 Bng 9: n tng u tin ca khch hng v cc ngn hng cung cp dch v th ATM ........................................................................................................... 42 Bng 10: nh gi mc tin tng ca khch hng v uy tn, danh ting ca VietinBank ....................................................................................................... 44 Bng 11: L do chn s dng th ca Ngn hng Cng Thng VietinBank .. 45 Bng 12: nh gi mc hi lng ca khch hng v th tc lm th ............ 46 Bng 13: Mc hi lng v thi gian lm th................................................. 47 Bng 14: Mc hi lng v ph pht hnh th ................................................ 48 Bng 15: Mi quan h gia mc hi lng v ph pht hnh th .................... 49 Bng 16: Mc hi lng v li sut................................................................ 50 Bng 17: Hn mc giao dch............................................................................. 51 Bng 18: Mc hi lng v hn mc giao dch .............................................. 51 Bng 19: Mc hi lng v cch b tr my ................................................... 52 Bng 20: S ln giao dch khng thnh cng qua my ATM............................. 53 Bng 21: Mc hi lng v cht lng phc v ca my ATM...................... 54 Bng 22: Mc hi lng v thit k ca th ATM.......................................... 55 Bng 23: kin khch hng v cc dch v km theo....................................... 56 Bng 24: Mc hi lng v cc tiu ch khc ................................................. 57 Bng 25: Nhng kh khn m khch hng thng gp phi.............................. 57
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SVTH: Ca Hng Ngc M
Bng 26: kin, xut ca khch hng v dch v th ca ngn hng ........... 58 Bng 27: V tr t thm my ATM .................................................................. 60 Bng 28: Mc li sut mong i ....................................................................... 60 Bng 29: Kin ngh v khon thi gian lm th................................................. 61 Bng 30: Mi quan h gia thu nhp v mong mun s dng thm dch v...... 61 Bng 31: nh thay i th ang s dng....................................................... 63 Bng 32: D nh m thm ti khon ............................................................... 63 Bng 33: Gii thiu v ngn hng Cng Thng - Vietinbank.......................... 64 Bng 34: nh gi chung mc hi lng ca khch hng v dch v th EPartner .............................................................................................................. 66 Bng 35: Tng kt im trung bnh v dch v th ATM .................................. 67
SVTH: Ca Hng Ngc M
DANH MC HNH
Trang
Hnh 1: M hnh ch s hi lng khch hng ca M ........................................ 13 Hnh 2: M hnh ch s hi lng khch hng cc quc gia EU........................... 14 Hnh 3: M hnh l thuyt ch s hi lng khch hng ca Vit Nam................ 15 Hnh 4: M hnh l thuyt v ch s hi lng khch hng ca cc ngn hng ..... 16 Hnh 5: Qui trnh pht hnh th E-Partner......................................................... 26 Hnh 6: S lng th E-Partner ca VietinBank pht hnh qua cc nm ........... 31 Hnh 7: Tng doanh s giao dch qua my ATM thanh ton ti cc n v chp nhn th ............................................................................................................ 34 Hnh 8: Phng tin tm hiu ca khch hng v dch v th ............................ 38 Hnh 9: Nhng a im khch hng thng rt tin......................................... 40 Hnh 10: Yu t khch hng quan tm nht khi s dng th ATM .................... 41 Hnh 11: n tng ca khch hng v cc ngn hng ....................................... 43 Hnh 12: Mc tin tng vo uy tn ngn hng .............................................. 45 Hnh 13: Mc hi lng v th tc lm th .................................................... 46 Hnh 14: Mc hi lng v thi gian lm th ................................................. 47 Hnh 15: Mc hi lng ca khch hng v ph pht hnh th........................ 48 Hnh 16: Mc hi lng v mc li sut ........................................................ 50 Hnh 17: Mc hi lng ca khch hng v hn mc giao dch...................... 52 Hnh 18: Mc hi lng v cch b tr my ATM.......................................... 53 Hnh 19: Mc hi lng v cht lng phc v ca my ATM ...................... 54 Hnh 20: Nhng xut ca khch hng........................................................... 59
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SVTH: Ca Hng Ngc M
DANH MC CC T VIT TT
@&? VIETINBANK: Ngn hng Cng Thng TMCP: Thng mi c phn TNHH: Trch nhim hu hn HQT: Hi ng qun tr NHCT: Ngn hng cng thng VN: Vit Nam ng NHTM: Ngn hng thng mi
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SVTH: Ca Hng Ngc M
Chng 1 GII THIU

1.1. t vn : 1.1.1. S cn thit hnh thnh ti: Xu hng hin nay trn th gii l vic thanh ton khng dng tin mt, vic s dng th thanh ton gip khch hng tit kim c thi gian, giao dch tr nn nhanh chng, tin li hn. Ha trong xu th hi nhp, ngi dn Vit Nam cng tip cn v s dng th thanh ton ngy cng nhiu. Trong s pht trin chung , s ng gp ca h thng ngn hng l khng th thiu vi vai tr trung gian thanh ton trong nn kinh t v gi mt vai tr quan trng quyt nh n s pht trin thng mi Vit Nam. Trong cc loi th thanh ton th th ATM ngy cng c s dng rng ri v nhu cu s dng th ATM ngy cng nhiu. Hn na, khch hng chnh l ngi s quyt nh s sng cn ca doanh nghip. Mt trong nhng yu t gip doanh nghip tn ti v pht trin trn th trng l vic tha mn c nhu cu ca khch hng v c khch hng tin tng. Th nhng, Lm th no bit khch hng c c tha mn hay khng? Lm th no bit h cn g?, l iu m cc doanh nghip cn phi lun quan tm. Theo bi nghin cu ca ThS.L Vn Huy th c trung bnh mt khch hng khng hi lng h s k s kh chu cho chn ngi nghe v mt khch hng c tho mn s k cho nm ngi khc v nhng cm nhn tt p i vi sn phm, dch v ca doanh nghip. V vy, khi mt doanh nghip khng lm tho mn khch hng th khng nhng doanh nghip nh mt khch hng m cn lm mt i rt nhiu khch hng tim nng. Cc doanh nghip iu hiu rng lun t c thnh cng, mun c s tng trng trong doanh nghip th phi u t v kinh doanh da trn c s nm bt nhu cu ca khch hng vi mc tiu tha mn tt nht nhu cu v mong mun ca h. Chnh v vy, vic thng xuyn kim tra, nh gi mc tha mn ca khch hng, thng xuyn tm hiu nm bt nhu cu ca khch hng l ht sc cn thit i vi mt doanh nghip. Bi qua , cc doanh nghip s c c nhng kt qu c th v s nh gi, cm nhn ca khch hng i vi tng sn phm - dch v, lm c s vng chc cho vic ci tin cht lng, xy dng cc
GVHD: ThS. L Quang Vit 1 SVTH: Ca Hng Ngc M
chin lc cnh tranh, tip th, chin lc xy dng thng hiu, xc tin thng mi cp doanh nghip cng nh trong ngnh. i vi ngn hng cng th, phi thng xuyn tm hiu nhu cu ca khch hng p ng kp lc bi v s cnh tranh trong ngnh ngn hng ang rt khc lit, c i tt n u th mi c th tn ti v ng vng trong ngnh. 1.1.2. Cn c khoa hc v thc tin: Vic hn ch s dng tin mt, pht trin cc phng tin thanh ton khng dng tin mt ph hp vi cc chun mc quc t trong hot ng ngn hng l nhng mc tiu m h thng Ngn hng Vit Nam ang hng ti, cng l mc tiu phn u ca Ngn hng Cng thng Vit Nam chi nhnh Bn Tre. Th trng dch v th ATM Vit Nam ang rt si ng bi v s tc ng tch cc ca Ch th 20 ca chnh ph v vic tr lng qua ti khon cho cc i tng hng lng t Ngn sch Nh nc, nhu cu s dng th hin nay l rt ln. Tuy nhin nhu cu ca ngi tiu dng l v hn, nhng i hi ca h l v cng tn. Trong khi sn phm ca chng ta l hu hn, nhng tin ch ch dng li mt chng mc no . Th trng tiu dng lun bin ng v thay i lin tc, nhu cu ca con ngi lun thay i theo thi gian. Theo cc nh kinh t hc phn tch th trong s nhng nguyn nhn dn n s tht bi ca doanh nghip th 30% l do khng p ng c nhu cu v mong i ca ngi tiu dng. V vy chng ta phi lun thay i, lm mi sn phm p ng nhu cu ngy cng cao ca con ngi v x hi. Hn na, trong giai on cnh tranh gay gt nh hin nay th cc doanh nghip ni chung v ngn hng ni ring khng th no c ngi yn mt ch m ch i khch hng tm n vi mnh, lm nh vy chng ta s khng th no theo kp i th cnh tranh. Chng ta phi bit ch ng em than n ni c tuyt, phi tm n khch hng, n ly thi c vn ln trc i th. Chnh v th, vic phn tch mc tha mn ca khch hng l mt vic lm cn thit nhm gip cho ngn hng nhn thy Khch hng tha mn vi dch v m mnh cung cp hay cha? Nhu cu trong tng lai ca h l g? ngn hng c th kp thi p ng. Qua cng gip ngn hng thy c nhng im mnh, im yu ca mnh t rt ra kinh nghim v a ra nhng gii php hon thin cht lng dch v, thu ht thm nhiu khch hng mi.
Do nhn thc c tm quan trng ca vic nghin cu mc hi lng khch hng i vi ngn hng, cng vi thi gian thc tp ti Ngn hng thng mi c phn (TMCP) Cng thng chi nhnh Bn Tre - VietinBank, em quyt nh chn ti nh gi mc hi lng ca khch hng v dch v th ATM ca ngn hng TMCP Cng Thng chi nhnh Bn Tre lm lun vn tt nghip. 1.2. Mc tiu nghin cu: 1.2.1. Mc tiu chung: - S dng s liu s cp c c t vic i phng vn khch hng kt hp vi s liu th cp t cc phng ti ngn hng nh gi tnh hnh s dng th ATM E-Partner cng nh mc hi lng ca khch hng khi s dng th ATM E-Partner ca Ngn hng Cng thng chi nhnh Bn Tre. Qua thy c im mnh v im yu ca sn phm th ATM trn th trng hin nay. - xut nhng gii php v kin ngh nng cao cht lng dch v v gia tng lng khch hng s dng th E-Partner ca Ngn hng TMCP Cng Thng chi nhnh Bn Tre. 1.2.2. Mc tiu c th: - Cn c vo nhng s liu v s lng th pht hnh, doanh thu t th cng nh tnh hnh hot ng trong dch v th ATM trong 3 nm (2007 - 2009) m VietinBank cung cp, tin hnh phn tch, nh gi chung v thc trng kinh doanh dch v th ATM ca ngn hng. - Phng vn trc tip ly kin khch hng, s dng SPSS phn tch v x l s liu nhm nh gi mc tha mn ca khch hng v dch v th ATM ca VietinBank Bn Tre. Trn c s , s nh gi c nhng kt qu t c, cng nh tm ra nhng tn ti v nhng kh khn ca dch v th ATM trong thi gian qua. - xut nhng gii php ch yu nhm nng cao hiu qu s dng th v thu ht khch hng s dng th ATM E-Partner ca ngn hng. 1.3. Cc gi thuyt kim nh v cu hi nghin cu: 1.3.1. Cc gi thuyt kim nh: - Khch hng cm thy hi lng vi dch v th ATM ca ngn hng Cng thng.
- S lng th ATM E-Partner pht hnh tng nhanh qua cc nm. 1.3.2. Cu hi nghin cu: - Nhng yu t no c nh hng n khch hng trong vic ra quyt nh la chn s dng loi th ATM? - Khch hng bit n th ATM E-Partner ca VietinBank thng qua nhng ngun thng tin no l ch yu? - Cch b tr h thng rt tin nh hin nay c thun li v d dng cho khch s dng khng? - Khch hng thc hin giao dch qua my t ng cn nhng im no hn ch? - Cn pht trin thm nhng dch v no h tr cho my rt tin t ng nhm tng s hi lng ca khch hng? - p ng ngy mt tt hn nhng nhu cu a dng ca khch hng th v pha Ngn hng cn phi ci thin nhng im no? 1.4. Phm vi nghin cu: 1.4.1. Khng gian: Lun vn c thc hin ti Ngn hng TMCP Cng thng chi nhnh Bn Tre: 142A Nguyn nh Chiu, Phng 2, Thnh ph Bn Tre. 1.4.2. Thi gian: - Lun vn c thc hin trong thi gian t ngy 02/02/2010 n ngy 23/04/2010. - S dng s liu th cp c cung cp bi VietinBank Bn Tre (2007 2009) - S liu s cp thng qua phng vn 60 khch hng ti thi im nghin cu (t 02/2010 n 04/2010). 1.4.3. i tng nghin cu: - Khch hng c nhn - nhng ngi dn ang sng v lm vic ti Bn Tre v c bit l phi tng s dng dch v th ATM ca VietinBank, tp trung ch yu vo nhm khch hng l cn b, cng nhn vin chc s dng dch v chi lng qua th ca ngn hng Cng Thng. - S liu v tnh hnh pht hnh th, doanh thu t th qua 3 nm 2007 2009 do ngn hng TMCP Cng thng chi nhnh Bn Tre cung cp.
1.5. Lc kho ti liu c lin quan n ti nghin cu: - PGS,TS. L Th Gii, ThS. L Vn Huy. M hnh nghin cu nhng nhn t nh hng n nh v quyt nh s dng th ATM ti Vit Nam. Cn c vo nhng nhn t c hng n quyt nh s dng th ATM ti Vit Nam c tc gi cp trong ti liu, phn no gip em hnh thnh c danh mc cc yu t c tc ng n s hi lng ca khch hng v sn phm th ATM. - TS. Lu Thanh c Hi. Marketing ng dng trong sn xut kinh doanh thng mi dch v, Nh xut bn thng k; Nghin cu Marketing, Ti liu lu hnh ni b. Quyn sch cung cp cho em nhng kin thc c bn v marketing v nhng ng dng thc t ca marketing trong kinh doanh. - ThS. L Vn Huy, Nguyn Th H Mi (2007). Xy dng m hnh l thuyt v phng php o lng v ch s hi lng khch hng Vit Nam, bo Tp ch Ngn hng (s 12). Ti liu trnh by c th ngun gc ca vic s dng CSI v nhng m hnh v ch s hi lng ca khch hng (CSI) cc nc trn th gii, ng thi nu bt ln ngha cng nh phng php o lng CSI. - Lun vn tt nghip: Nghin cu thc trng vic s dng sn phm th thanh ton ti ngn hng thng mi c phn Chu ca tc gi Phm V Phng i lp Qun Tr Tng Hp Kho 30 Trng i hc Cn Th thc hin. Bi lun vn phn tch kt qu hot ng kinh doanh ca ngn hng, doanh s t th mang li, cng nh mc hi lng ca khch hng v dch v th thanh ton. Bi lun vn cn a ra nhng gii php nng cao hiu qu kinh doanh th thanh ton.
SVTH: Ca Hng Ngc M
Chng 2 PHNG PHP LUN V PHNG PHP NGHIN CU

2.1.Phng php lun: 2.1.1.Cc khi nim v th thanh ton: 2.1.1.1.Th thanh ton l g? C rt nhiu khi nim lin quan n th thanh ton, mi khi nim u lm ni bt mt kha cnh no . Di y l mt s khi nim c bn: - L tn gi chung cho cc th do cc t chc ti chnh - ngn hng pht hnh, c tc dng nh ci v in t v mc ch ch yu hin nay l dng thanh ton hng ho - dch v m khng dng tin mt. - Th thanh ton l mt phng tin thanh ton khng dng tin mt m ngi ch th c th s dng rt tin mt hoc thanh ton tin mua hng ho, dch v ti cc im chp nhn thanh ton bng th. - Th thanh ton l mt loi cng c thanh ton hin i do ngn hng pht hnh v bn cho cc n v v c nhn h s dng trong thanh ton tin mua hng ha, dch v,hoc rt tin mt ti cc ngn hng i l hay ti cc quy rt tin t ng (ATM). 2.1.1.2. Phn loi th thanh ton C nhiu cch phn loi th thanh ton: phn loi theo cng ngh sn xut, theo ch th pht hnh, theo tnh cht thanh ton ca th, theo phm vi lnh th a. Theo cng ngh sn xut: c 3 loi Th khc ch ni (EmbossingCard): da trn cng ngh khc ch ni, tm th u tin c sn xut theo cng ngh ny. Th bng t (Magnetic stripe): da trn k thut th tn vi hai bng t cha thng tin ng sau mt th. Th thng minh (Smart Card): y l th h mi nht ca th thanh ton, th c cu trc hon ton nh mt my vi tnh. b. Theo tnh cht thanh ton ca th: c 3 loi Th tn dng: - Th tn dng (Credit Card) l loi th c s dng ph bin nht, p dng cho nhng khch hng c iu kin c ngn hng pht hnh th cho vay vn thanh ton tin hng ha, dch v vi tnh nng chi tiu trc, tr tin
sau. Sau khi s dng th khch hng phi tr n gc, tin li v ph cho ngn hng pht hnh th. - Hin ti Ngn hng TMCP Cng thng ang pht hnh cc loi th tn dng Quc t mang thng hiu Cremium Visa v Cremium MasterCard. + i tng pht hnh th c m rng cho tt c cc khch hng, ngi c thu nhp n nh t 2,5 triu ng/thng tr ln v s dng dch v nhn lng qua ti khon th ATM E-Partner ca VietinBank m khng cn bt k mt ti sn m bo no. + Khch hng s dng th Cremium Visa c in nh trn th. Pht hng min ph th tn dng quc t khi ng k v s dng dch v tr lng qua ti khon th vi hn mc tn dng bng 12 thng lng (ti a 49 triu ng) Th ghi n: - Th ghi n (Debit Card) l loi th c quan h trc tip v gn lin vi ti khon tin gi. Loi th ny khi c s dng mua hng ho hay dch v, gi tr nhng giao dch s c khu tr ngay lp tc vo ti khon ca ch th thng qua nhng thit b in t t ti ca hng, khch sn... ng thi chuyn ngn ngay lp tc vo ti khon ca ca hng, khch sn.... Th ghi n cn hay c s dng rt tin mt ti cc my rt tin t ng. - Trn mi th ghi n c ghi hn mc thanh ton ti a khch hng c s dng thanh ton trong phm vi hn mc ca th. - Mt khc, nu c ngn hng cp hn mc thu chi, th khch hng c th chi tiu vt qu s d trn ti khon vng lai nhng phi trong hn mc tn dng thng bo trc cho khch hng. - Ti Ngn hng TMCP Cng thng hin pht hnh th ghi n ni a EPartner, gm c E-Partner G-Card, E-Partner C-Card, E-Partner S-Card, EPartner Pink-Card v E-Partner 12 Con gip. Vi dng th ny khch hng c th thc hin mi giao dch ti h thng ATM ca VietinBank v cc ngn hng thnh vin trong lin minh Banknetvn (BIDV, Agribank, SaigonBank, ABBank, Habubank, SHB,v lin minh Smartlink( gm ngn hng Ngoi thng v hn 20 ngn hng khc)
SVTH: Ca Hng Ngc M
Th rt tin mt: - Th rt tin mt (Cash card) l loi th rt tin mt ti cc my rt tin t ng hoc ngn hng. Vi chc nng chuyn bit ch dng rt tin, yu cu t ra i vi loi th ny l ch th phi k qu tin gi vo ti khon ngn hng hoc ch th c cp tn dng thu chi mi s dng c. - Th rt tin mt c hai loi: +Loi 1: ch rt tin ti nhng my t ng ca Ngn hng pht hnh. +Loi 2: c s dng rt tin khng ch Ngn hng pht hnh m cn c s dng rt tin cc Ngn hng cng tham gia t chc thanh ton vi Ngn hng pht hnh th. c. Theo phm vi lnh th: c 2 loi: Th trong nc: l th c gii hn trong phm vi mt quc gia, do vy ng tin giao dch phi l ng tin ca nc . Th quc t: y l loi th c chp nhn trn ton th gii, s dng cc ngoi t mnh thanh ton. d. Theo ch th pht hnh: c 2 loi - Th do Ngn hng pht hnh (Bank Card): l loi th do ngn hng pht hnh gip cho khch hng s dng mt s tin do Ngn hng cp tn dng. - Th do t chc phi ngn hng pht hnh: l loi th du lch v gii tr ca cc tp on kinh doanh ln hoc cc cng ty xng du ln, cc ca hiu ln... pht hnh nh Diner's Club, Amex... 2.1.2. Cc khi nim chung v th ATM: 2.1.2.1. Khi nim th ATM v dch v rt tin t ng ATM: - Th: l cc cng c thanh ton m cc Ngn hng, t chc ti chnh pht hnh cho khch hng s dng trong thanh ton v nhn cc dch v khc. - Th ATM: l mt phng tin thanh ton khng dng tin mt do ngn hng pht hnh dng rt tin v thc hin nhiu dch v ti chnh khc ti cc my ATM. - My ATM (Automated Teller Machine - my rt tin t ng): l mt thit b ngn hng giao dch t ng vi khch hng, thc hin vic nhn dng khch hng thng qua th ATM hay cc thit b tng thch rt tin mt, chuyn khon, thanh ton tin hng ha dch v.
- Ch th: l c nhn c ngn hng cp th s dng v c tn trn th. Ch th bao gm ch th chnh v cc ch th ph. i vi th ATM, ch th chnh ng thi l ch ti khon ti Ngn hng s dng th ATM. - n v chp nhn th (POS - Point of Sale): l cc t chc hay c nhn cung ng hng ha, dch v chp nhn th lm n v thanh ton. - M s chp nhn th (PIN- Personal Identification Number): L m s mt ca c nhn c t chc pht hnh th cung cp cho ch th, s dng trong mt s giao dch th chng thc ch th. M s ny do ch th chu trch nhim bo mt. Trong giao dch in t s PIN c coi l ch k ca ch th. - Ti khon: l ti khon tin gi ca ch th m ti Ngn hng c pht hnh th v phc v cho cc giao dch ti my ATM - Trung tm th: l Phng Qun L Th ti trung ng, Trung tm x l cc yu cu pht hnh th ca chi nhnh, qun l h thng ATM v x l gii quyt khiu ni v giao dch th ATM. 2.1.2.2. Nhng tin ch m th ATM mang li: a. i vi c nhn ngi ch th: - Trc y khi th ATM cha xut hin th vic ngi dn c nhu cu giao dch vi ngn hng u phi trc tip n ngn hng tn km nhiu thi gian v chi ph, i khi phi i mt vi nhiu th tc phc tp. Hn na, vic giao dch trc tip vi ngn hng cn b gii hn v thi gian v khng gian v cc ngn hng ch lm vic theo gi hnh chnh. - Tuy nhin, t khi th ATM xut hin gp phn gii quyt c tnh trng v phc v tt hn nhu cu giao dch ca khch hng. Khch hng s dng th ATM c th chuyn tin ca mnh t ti khon ny sang ti khon khc, mua sm ti cc my POS. Ngoi ra, khch hng cn dng th thanh ton tin in, in thoi, nc, bo him v nhiu chi ph khc. Hin nay th cn b, cng nhn vin chc cn c hng lng qua th, iu ny gip h tit kim c thi gian v hn ch vic gi mt khon tin ln trong ngi. Dch v th ATM gip cho ngi c tin trnh c ri ro mt mt hay h hng tin mt. Hn na ch th cn c th thu c mt khon tin li nh hng thng ty theo mc li sut hin hnh m Ngn hng quy nh.
SVTH: Ca Hng Ngc M
b. i vi cc doanh nghip: - Gip cc doanh nghip c nhiu cng nhn v cc t chc cung ng dch v cho ng o khch hng nh: in lc, bu in, cung cp nc sch,gim thiu hng lot chi ph tn km bi vic p dng hnh thc chi lng v thu tin dch v ca khch hng qua th ATM. Gi y vi dch v th ATM cc doanh nghip ny khng cn khng phi c ngi n tn tng gia nh thu tin ph dch v nh trc na, m khch hng ch cn thng qua th ca mnh thc hin mt s thao tc thng qua my ATM l c th chuyn tin tr ph dch v. - Nu nh trc y cc doanh nghip, t chchng thng phi mt thi gian c cn b n ngn hng hay kho bc lnh tin mt v, ri lm cc khu chi lng ti doanh nghip cho cng nhn vin, th gi y doanh nghip ch cn chuyn bng lng cho ngn hng, lng ca nhn vin s c chi thng qua th ca ngn hng. Ngi lao ng ch cn mang th ra my ATM ca ngn hng lnh tin mt theo nhu cu chi tiu cho mnh. Cc cng ty: in lc, bu chnh vin thng, cp nc,khng phi c ngi n tn tng gia nh thu tin mt ph dch v nh trc na, m khch hng s dng th ch cn thng qua th ca mnh ti my ATM thc hin mt s thao tc l chuyn tin tr ph dch v thng qua mng. c. i vi ngn hng thng mi: - Cc ngn hng thng mi hin nay u tham gia vo th trng th, bi v dch v th ATM mang li rt nhiu li ch cho ngn hng, dch v th s ko theo hng lot nhng dch v khc na nh gi tin, chuyn khon, thanh ton...bn cnh ngun ph dch v thu c th Ngn hng no cng mun pht trin dch v th bi n em li ngun vn nhn ri rt ln. d. i vi Ngn hng Nh Nc: - Tuy khng trc tip tham gia vo dch v th ATM nhng vic ngi dn s dng th ATM li c ngha quan trng trong hot ng ca Ngn hng Nh Nc cng nh h thng ti chnh ca mt quc gia, c bit l vi mt nc ang pht trin ngi dn cn quen vi vic s dng tin mt trong thanh ton nh Vit Nam. - Vic ngi dn m ti khon ngn hng s dng th ATM s lm hn ch vic s dng tin mt trong lu thng. iu ny s gip Ngn hng Nh Nc
gim c gnh nng trong vic in tin, vn chuyn, ct gi, bo qun tin mt cng nh trnh c nn tin gi. Ngoi ra, vic s dng phng thc thanh ton khng dng tin mt s gip Ngn hng Nh Nc qun l tt lng tin trong lu thng v qua s kp thi c nhng chnh sch tin t v a ra nhng bin php ph hp nhm thc y s pht trin ca nn kinh t v xy dng mt h thng ti chnh vng mnh. 2.1.3. Ch s mc hi lng ca khch hng (CSI): 2.1.3.1. Khi nim v ch s hi lng ca khch hng: Lm cho khch hng c tha mn l mc tiu m bt k doanh nghip no cng mun hng n, s tha mn ca khch hng khi tiu dng sn phm s l ti sn v l li th cnh tranh quan trng nht ca cc t chc, doanh nghip trong qu trnh kinh doanh. Ch s o lng v mc hi lng khch hng (Customer Satisfaction Index- CSI) l mt cng c o lng nhn thc ca khch hng v nhn hiu v nh gi tnh hnh hot ng ca nhng doanh nghip, ca cc ngnh, cc lnh vc v cao hn ht l nh gi mi mt ca nn kinh t ca c mt quc gia. Khong 20 nm tr li y, ch s o lng v mc hi lng ca khch hng xut hin ti nhiu quc gia trn th gii v ngy cng pht huy c tc dng cng nh tm nh hng ca n. Hin nay, khng ch cc doanh nghip kinh doanh s dng CSI nh cng c o lng v thc y nhn thc khch hng i vi sn phm, dch v m ngay c nhng t chc phi li nhun, chnh quyn a phng hay chnh ph cng c bit quan tm n vic y mnh ng dng ch s ny trong cc lnh vc qun l. Mc tiu ca mt chng trnh CSI l xy dng v o lng cc bin s c th tc ng n s tha mn ca khch hng, tt nhin, chng nm trong mi quan h so snh tng quan vi cc i th cnh tranh. 2.1.3.2. Mc tiu ca vic s dng ch s hi lng khch hng: Nghin cu v ng dng CSI cp doanh nghip l vic: - (1) Xc nh cc yu t (bin) c tc ng n nhn thc cht lng hay s hi lng ca khch hng. - (2) Lng ha trng s hay mc quan trng ca mi yu t trong tng quan vi cc yu t khc. - (3) Xc nh mc hi lng ti thi im nghin cu ca khch hng.
- (4) So snh nh gi ca khch hng trn tng tiu ch vi i th cnh tranh hay vi chnh mnh trong qu kh (mc tiu ny th hin r hn khi CSI c trin khai cp ton ngnh v a ngnh). - (5) Lng ha mi lin h gia mc hi lng vi cc i lng tip th khc (lng trung thnh,ca khch hng). - (6) So snh cu trc s hi lng, mc hi lng v tc ng ca s hi lng gia cc nhm khch hng khc nhau ca cng ty. Nhng mc tiu ny khi c hon tt s l c s quan trng cc doanh nghip thit k chin lc tip th, cnh tranh, phc v v gi khch hng. Vic tha mn khch hng tr thnh mt nhim v rt quan trng i vi cc doanh nghip v t chc trong n lc nng cao cht lng dch v, gi vng s trung thnh, nng cao nng lc cnh tranh ca doanh nghip. Cc doanh nghip cn phi coi CSI nh mt hnh thc kim ton hng nm vi ti sn v hnh l uy tn, thng hiu, tnh cm m khch hng dnh cho mnh, cc thng tin ca CSI cn c lin tc cp nht vo h thng thng tin ca doanh nghip lm c s trong vic hoch nh cc chin lc trong tng lai. 2.1.3.3. Mt s m hnh v ch s hi lng ca khch hng: Ch s hi hi lng ca khch hng bao gm cc nhn t (bin), mi nhn t c cu thnh t nhiu yu t c th c trng ca sn phm hoc dch v. S hi lng khch hng c nh ngha nh l mt s nh gi ton din v s s dng mt dch v hoc hot ng sau bn ca doanh nghip v y chnh l im ct li ca m hnh CSI. Xung quanh bin s ny l h thng cc mi quan h nhn qu xut pht t nhng bin s khi to nh s mong i ca khch hng, hnh nh doanh nghip v sn phm, cht lng cm nhn v gi tr cm nhn v sn phm hoc dch v km theo n cc bin s kt qu ca s hi lng nh s trung thnh hay s than phin ca khch hng. a. M hnh v ch s hi lng khch hng ca M (ACSI): Da trn m hnh ca Thy in (SCSB), ACSI c pht trin bi Claus Fornell (Fornell v cng s, 1996) thuc trung tm nghin cu cht lng quc gia thuc i hc Michigan nh mt ch s thng dng v mt phng thc o lng s tha mn ca khch hng vi hng lot nhn hiu mang li li ch cho khch hng. ACSI o lng c trong 10 lnh vc kinh t, 41 ngnh.

S mong i (Expectations) Gi tr cm nhn (Perceived value) Cht lng cm nhn (Perceived quality) S hi lng ca khch hng (SI) S trung thnh (Loyalty) S than phin (Complaint)
Hnh 1: M hnh ch s hi lng khch hng ca M (American Customer Satisfaction Index ACSI) Trong m hnh ch s hi lng ca M (ACSI), gi tr cm nhn chu tc ng bi cht lng cm nhn v s mong i ca khch hng. Khi , s mong i ca khch hng c tc ng trc tip n cht lng cm nhn. Trn thc t, khi mong i cng cao, c th tiu chun v cht lng cm nhn ca khch hng i vi sn phm cng cao hoc ngc li. Do vy, yu cu v cht lng sn phm v dch v cung cp cho khch hng cn phi m bo v c tha mn trn c s s hi lng ca h. S hi lng ca khch hng c to thnh trn c s cht lng cm nhn, s mong i v gi tr cm nhn, nu cht lng v gi tr cm nhn cao hn s mong i s to nn lng trung thnh i vi khch hng, trng hp ngc li, y l s phn nn hay s than phin v sn phm m h tiu dng (hnh 1). b. M hnh v ch s hi lng khch hng ca cc quc gia EU (ECSI): ECSI (European Customer Satisfaction Index) - M hnh ch s tha mn khch hng ca cc quc gia chu u c xy dng da trn cc chng trnh ca mt s nc trong khu vc EU v quc gia sng lp nn chng trnh ny l Thy in. M hnh ch s hi lng chu u (ECSI) c mt s khc bit nht nh so vi ACSI: hnh nh ca sn phm, thng hiu c tc ng trc tip n s mong i ca khch hng. Khi , s hi lng ca khch hng l s tc ng tng ha ca 4 nhn t hnh nh, gi tr cm nhn, cht lng cm nhn v c sn phm hu hnh v v hnh. Thng thng, ch s ACSI thng c p dng cho lnh vc cng cn ch s ECSI thng ng dng o lng cc sn phm, cc ngnh (hnh 2).
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SVTH: Ca Hng Ngc M

Hnh nh (Image) S mong i (Expectations) Gi tr cm nhn (Perceived value) Cht lng cm nhn v sn phm (Perceved quality-Prod) dch v (Perceved qualityServ) S hi lng ca khch hng (SI) S trung thnh (Loyalty)
Hnh 2: M hnh ch s hi lng khch hng cc quc gia EU (European Customer Satisfaction Index ECSI) c. M hnh l thuyt v ch s hi lng khch hng ca Vit Nam (VCSI) v ngha ca n i vi kinh t Vit Nam: Theo kinh nghim ca cc m hnh thnh cng c (nh ACSI, ECSI, NSCB, SWICS, CCSI, MCSI) th CSI l mt m hnh bao gm cc bin s nguyn nhn - kt qu: hnh nh nhn hiu, cht lng mong i, cht lng cm nhn, gi tr cm nhn, s tha mn ca khch hng v lng trung thnh. S tha mn ca khch hng (CS) c t trong mi tng quan gia bin nguyn nhn v kt qu ca m hnh. Thng thng CSI c 4 bin s khi u l: hnh nh thng hiu, cht lng mong i, cht lng cm nhn, gi tr cm nhn v khi , s hi lng ca khch hng s to nn lng trung thnh (nu khch hng hi lng) hoc c th l s phn nn (nu khch hng khng hi lng). iu c ngha l: s tha mn ca khch hng c th dn n hai thi cc cm nhn i vi khch hng l (1) tha mn vi cht lng sn phm/dch v v c xu hng trung thnh vi nhn hiu hay thng hiu hoc (2) c nhiu im khng hi lng v sn phm/dch v dn n nhng hnh vi tiu cc vi thng hiu. M hnh VCSI - Ch s hi lng khch hng Vit Nam chc chn cng khng nm ngoi nhng quy tc chun mc trn. Hin Tin s L Vn Huy v Nguyn
Th H Mi tin hnh nghin cu xut m hnh VCSI vi by bin s c th nh sau: + Hnh nh thng hiu + Cht lng mong i + Cht lng cm nhn + Gi tr cm nhn + S tha mn ca khch hng + S phn nn + Lng trung thnh Bin s kt qu im khc bit ca VCSI vi cc m hnh CSI khc chnh l cc mi quan h khc nhau gia nhng bin s tim n. Vi mi quc gia, tng c trng ring v kinh t - x hi s quyt nh cc bin s c mi lin h vi nhau nh th no v tt nhin m hnh VCSI cng s c nhng mi quan h gia cc bin s, trn c s tch lu c nhng kinh nghim thnh cng ca mt s m hnh tiu biu i trc v nhng c im ca kinh t Vit Nam. M hnh l thuyt VCSI c thit lp nh sau:
Cht lng mong i (Expected Quality)
Bin s nguyn nhn
Yu t trung tm
Phn nn ca KH (Complaint) Gi tr cm nhn (Perceived Value) S hi lng ca khch hng (SI) Lng trung thnh ca KH (Loyalty)
Cht lng cm nhn (Perceived Quality)
Hnh nh thng hiu (Brand Image)
Hnh 3: M hnh l thuyt ch s hi lng khch hng ca Vit Nam (Vietnam Customer Satisfaction Index VCSI) 2.1.3.4. M hnh l thuyt v ch s hi lng ca khch hng trong lnh vc ngn hng: Ti mt s nc trn th gii, cc nh nghin cu pht trin mt m hnh v ch s hi lng ca khch hng c ng dng chung cho hu ht cc
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SVTH: Ca Hng Ngc M
doanh nghip hoc cc ngnh. Trong iu kin Vit Nam cha pht trin m hnh ny, trn c s nhng kt qu nghin cu m hnh ca cc nc v thc t ca lnh vc ngn hng ti Vit Nam, nhng yu t c th (items) o lng cc bin s c xem xt trong m hnh nh sau:
Hnh nh (Image) S mong i (Expectations) Gi tr cm nhn (Perceived value) Cht lng cm nhn v sn phm (Perceved quality-Prod) dch v (Perceved qualityServ) T sut (Price) S hi lng ca khch hng (SI) S trung thnh (Loyalty) S than phin (Complaint)
Hnh 4: M hnh l thuyt v ch s hi lng khch hng ca cc ngn hng - Hnh nh: biu hin mi quan h gia thng hiu (nhn hiu) v s lin tng ca khch hng i vi cc thuc tnh ca thng hiu (nhn hiu). Bin s ny c th hin bi danh ting, uy tn, lng tin ca chnh ngi tiu dng i vi thng hiu. Cc nghin cu thc tin khng nh rng, y l nhn t quan trng v c tc ng trc tip n s hi lng ca khch hng. ng thi, n cng c mi quan h ng bin i vi s hi lng v s trung thnh i vi sn phm hoc thng hiu. Trong lnh vc ngn hng, hnh nh ng vai tr rt quan trng trong vic quyt nh ni vay hoc gi tin, i hi cc ngn hng cn phi nh v v xy dng hnh nh ca mnh trn c s nhng thuc tnh quan trng nhm thit lp mt s cm nhn tt nht i vi i th cnh tranh, gip khch hng d dng nhn din c thng hiu. - S mong i: th hin mc cht lng m khch hng mong i nhn c, cc thng s o lng s mong i gn lin vi nhng thng s ca hnh nh v cht lng cm nhn ca sn phm v dch v. y l kt qu ca kinh nghim tiu dng trc hoc thng tin thng qua nhng knh truyn thng i vi sn phm hoc dch v.
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SVTH: Ca Hng Ngc M
Trong mt s ngnh, c th, bin s ny khng c mi quan h vi gi tr cm nhn, kt qu ny cng c th hin trong nghin cu ca Martensen v cng s (2000). Trn thc t, mong i cng cao th cng d c kh nng dn n quyt nh mua nhng mong i cng cao th kh nng ngn hng tha mn khch hng cng kh. - Cht lng cm nhn: c 2 loi + Cht lng cm nhn sn phm (hu hnh): l s nh gi v tiu dng sn phm gn y ca khch hng i vi sn phm. + Cht lng cm nhn dch v (v hnh): l s nh gi cc dch v lin quan nh dch v trong v sau khi bn, iu kin cung ng, giao hng ca chnh sn phm. Do vy, c hai c to thnh bi nhng thuc tnh quan trng c kt tinh trong chnh sn phm dch v. Vi c th v hnh, sn phm ngn hng c xem xt trong trng hp ny l iu kin cho vay, cc iu kin tn dng, thi gian t khi np h s vay n khi c vay vn, phong cch ca nh qun l v cc chuyn vin t vn, khng kh ti quy giao dch, cc cam kt sau khi vay v cc iu kin rng buc khc - Gi tr cm nhn: Cc nghin cu v l thuyt cho thy, s hi lng ca khch hng ph thuc vo gi tr cm nhn ca hng ha v dch v. Gi tr l mc nh gi / cm nhn i vi cht lng sn phm so vi gi phi tr hoc phng din gi tr khng ch bng tin m khch hng tiu dng sn phm . Theo Kotler (2003), gi tr dnh cho khch hng l chnh lch gia tng gi tr m khch hng nhn c v tng chi ph m khch hng phi tr v mt sn phm/dch v no . i vi ngn hng, l tng s tin phi tr (tin li vay, cc chi ph i vay (k c chi ph chnh thc v phi chnh thc)), nhng chi ph v thi gian, cng sc v chi ph ri ro khc so vi gi tr dch v (li ch hu hnh mang li), gi tr tm l, nim tin v gi tr nhn lc. Hiu s gia gi tr v chi ph b ra chnh l gi tr cm nhn m dch v ngn hng mang li cho khch hng. - T sut vay: y l bin s mi c ngh xem xt trong m hnh l thuyt. Do c im bin ng ca th trng ti chnh Vit Nam v nhng c th ca
17
SVTH: Ca Hng Ngc M
vn ha kinh doanh, gi c sn phm hay t sut tin vay (tin gi) lun c khch hng so snh, nh gi gia cc ngn hng. T sut ca ngn hng c xem nh l yu t gi i vi mt sn phm v bin s ny ng vai tr trung gian trong mi quan h gia hnh nh, s mong i v cht lng cm nhn vi gi tr cm nhn ca khch hng. - S trung thnh: l bin s cui cng trong m hnh v mang tnh quyt nh n s tn vong ca doanh nghip trong tng lai, n c o lng bi nh tip tc mua, lng tin v s gii thiu vi ngi khc v sn phm v dch v m h ang dng. Ngc li vi s trung thnh l s than phin khi khch hng khng hi lng vi sn phm dch v so vi nhng mong mun ca h. S trung thnh ca khch hng c xem nh mt ti sn ca doanh nghip, v vy, cc doanh nghip cn phi to ra s hi lng i vi khch hng hng nng cao s trung thnh ca h i vi doanh nghip. 2.2.Phng php nghin cu: 2.2.1. Phng php chn vng nghin cu: Bng 1: S lng th pht hnh cc huyn ca Vietinbank Bn Tre VT: Th Ch tiu Th E-Partner - Huyn Chu Thnh - Th x Bn Tre - Huyn M Cy - Huyn Bnh i - Huyn Ba Tri 2007 2008 2009 9.026 893 7.038 560 269 266
12.484 11.213 1055 9.854 810 409 356 1210 8.405 740 444 414
(Ngun: T Th ngn hng VietinBank Bn Tre) Nhn vo bng s liu ta thy rng Th x Bn Tre l ni c s lng th pht hnh nhiu nht, chim khong hn 80% tng s lng th pht hnh ti ngn hng, hn na th x Bn Tre cn l trung tm ca thnh ph, dn c ng c, tp trung nhiu c quan n v s dng dch v chi lng qua th ca ngn hng nn phm vi nghin cu ca ti s tp trung vo a bn th x Bn Tre.
18
SVTH: Ca Hng Ngc M
v Phng php chn mu: - Chn mu theo phng php ngu nhin phn tng theo ngh nghip. - Theo kt qu thng k ca ngn hng th a phn khch hng s dng th ca ngn hng trn a bn Thnh ph Bn Tre l cn b, cng nhn vin chc chim 80%, sinh vin- hc sinh chim 10%, ngi dn chim 10%. - Cn c vo danh sch cc c quan s dng th ca ngn hng Cng thng, tin hnh chn ngu nhin 60 mu theo t l: 80% khch hng l cn b, cng nhn vin hng lng t ngn sch nh nc, bi v mc tiu nghin cu l phn tch mc tha mn ca khch hng m ch yu tp trung vo i tng l cn b cng nhn vin nn t l mu chn nhm ny l cao nht. Nhm khch hng l hc sinh-sinh vin v ngi dn chim t l nh hn nn t l mu chn mi nhm s l 10%. 2.2.2. Phng php thu thp s liu: S liu th cp: - Thu thp nhng s liu v lng th pht hnh, doanh thu.t phng Dch v khch hng, cc Phng khc ti Ngn hng TMCP Cng thng Vit Nam Chi nhnh Bn Tre. - Qua cc sch bo, tp ch chuyn ngnh, internet nm c tnh hnh tng quan v dch v th ATM. S liu s cp: - Trc tip tip xc v trao i, phng vn 60 khch hng thng qua bng cu hi. - Tip xc v trao i vi cc nhn vin ang lm vic Ngn hng. 2.2.3. Phng php phn tch s liu: - X l s liu bng phng php phn tch, so snh s liu tng i, s liu tuyt i qua 3 nm 2007 2009, nhm nu bt thc trng s dng th ATM ti Ngn hng TMCP Cng thng Vit Nam - Chi nhnh Bn Tre. - S dng phng php phn tch tn s v phn tch bng cho, thng k m t phn tch mc hi lng ca khch hng v dch v th ATM v thy c mi quan h gia cc yu t tc ng n s hi lng ca khch hng. - S dng ma trn SWOT ra gii php nhm hon thin v nng cao cht lng dch v th ATM, tha mn nhu cu ngy cng cao ca khch hng.
SWOT c th a ra s lin kt tng cp mt n , qua gip hnh thnh cc chin lc mt cch c hiu qu nhm khai thc tt nht cc c hi t bn ngoi, gim bt cc e da, trn c s pht huy nhng mt mnh, hn ch nhng mt yu.
20
SVTH: Ca Hng Ngc M
Chng 3 GII THIU KHI QUT V NGN HNG TMCP CNG THNG CHI NHNH BN TRE
3.1.Gii thiu khi qut v ngn hng VietinBank: 3.1.1 S hnh thnh v pht trin ca VietinBank Vit Nam: Tn giao dch: VIETNAM JOINT STOCK BANK FOR INDUSTRY AND TRADE Tn vit tt: VIETINBANK Ngy 26 thng 03 nm 1988, Ngn hng chuyn doanh Cng thng Vit Nam c thnh lp theo Ngh nh s 53/N-HBT ca Hi ng B trng v t chc b my Ngn hng Nh nc Vit Nam, v chnh thc c i tn thnh Ngn hng Cng thng Vit Nam theo quyt nh s 402/CT ca Ch tch Hi ng B trng ngy 14 thng 11 nm 1990. Ngy 27/03/1993 thnh lp doanh nghip nh nc c tn Ngn hng Cng thng Vit Nam theo quyt nh s 67/Q NH5 ca Thng c NHNN Vit Nam. - L mt trong nhng Ngn hng thng mi ln nht ti Vit Nam, gi vai tr quan trng, tr ct trn th trng tin t ti Vit Nam. - Ngy 15/4/2008, ngn hng Cng thng Vit Nam ra mt thng hiu mi VietinBank thay cho thng hiu Incombank. Tn giao dch quc t ca ngn hng cng i thnh Vietnam Bank for Industry and Trade. - n nay, mng li hot ng ca Vietinbank rng khp cc tnh, thnh ph trong c nc vi 1 tr s chnh, 3 s giao dch, 149 chi nhnh v gn 527 phng giao dch, 116 qu tit kim, 02 vn phng i din, 04 cng ty con, 03 n v s nghip v hn 1042 my ATM. - Kinh doanh cc lnh vc: chng khon, thu mua ti chnh v qun l khai thc ti sn; lin doanh sng lp ngn hng INDOVINA v Cng ty Bo him Chu Ngn Hng Cng Thng; gp vn trong 7 Cng ty hot ng trn cc lnh vc khc. - C 4 Cng ty hch ton c lp l Cng ty Cho thu Ti chnh, Cng ty TNHH Chng khon, Cng ty Qun l N v Khai thc Ti sn, Cng ty TNHH
Bo him v 3 n v s nghip l Trung tm Cng ngh Thng tin v Trung tm Th, Trng o to v pht trin ngun nhn lc. - 03 n v s nghip: Trung tm Cng ngh thng tin, trung tm th v trng o to v pht trin ngun nhn lc. - VietinBank thit lp quan h i l vi hn 850 ngn hng, nh ch ti chnh ti trn 90 quc gia v vng lnh th trn ton th gii. n thi im cui qu 3/2008, vn iu l ca VietinBank l 11,252 t. - Ngn Hng Cng Thng Vit Nam l Ngn hng u tin ca Vit Nam c cp chng ch ISO 9001:2000. - L thnh vin ca Hip hi Ngn hng Vit Nam, Hip hi cc ngn hng Chu , Hip hi Ti chnh vin thng Lin ngn hng ton cu(SWIFT), T chc Pht hnh v Thanh ton th VISA, MASTER quc t. - L ngn hng tin phong trong vic ng dng cng ngh hin i v thng mi in t ti Vit Nam. Ngn Hng Cng Thng l NHTM u tin Vit Nam a vo hot ng Trung tm x l tp trung thanh ton xut nhp khu theo tiu chun quc t. - Ngn Hng Cng Thng c tng thng: 01 Hun chng c lp hng Nh, 01 Hun chng c lp hng Ba, 03 tp th c tng thng danh hiu Anh hng Lao ng thi k i mi v rt nhiu Hun, Huy chng cc loi do Nh nc, Chnh ph v Ngn hng Nh nc trao tng - c bit nm 2008, VietinBank l ngn hng u tin ti Vit Nam c nhn Gii thng cht lng quc t ti Thy S, dnh cho cc doanh nghip kinh doanh hiu qu v c uy tn thng hiu cao c bnh chn trn ton th gii. - Khng ngng nghin cu, ci tin cc sn phm, dch v hin c v pht trin cc sn phm mi nhm p ng cao nht nhu cu ca khch hng. n vi Ngn Hng Cng Thng Vit Nam, khch hng s hi lng v cht lng sn phm, dch v v phong cch phc v chuyn nghip, nhit tnh vi phng chm: " Tng trng-An ton- Hiu Qu- Hin i ".
22
SVTH: Ca Hng Ngc M
3.1.2. Gii thiu v ngn hng VietinBank chi nhnh Bn Tre: 3.1.2.1. S hnh thnh v pht trin ca VietinBank Bn Tre: Ngn hng TMCP Cng thng chi nhnh Bn Tre c thnh lp theo quyt nh s 134 Q HQT1 NHCT ca ch tch HQT Ngn hng Cng thng Vit Nam. Tr s giao dch hin nay ca VietinBank Bn Tre t ti 142A Nguyn nh Chiu, Phng 2, Thnh ph Bn Tre. Ngn hng Cng Thng chi nhnh Bn Tre tng bc khng nh v th ca mnh trn thng trng, pht trin rt nng ng trn mi lnh vc. VietinBank l ngn hng tin phong ng dng cng ngh mi ca th ATM trn nn dch v Mobilebanking. Hin nay chi nhnh ang trin khai dch v thu tin in qua th, ngy 31/08/2009 va qua VietinBank phi hp vi Ngn hng chnh sch x hi pht hnh th ng thng hiu v thc hin vic gii ngn vn vay cho hc sinh, sinh vin. Tp th nhn vin trong chi nhnh u phn u ht sc, lm vic nhit tnh hon thnh nhim v ca mnh, n lc xy dng mt VietinBank chi nhnh Bn Tre pht trin bn vng,lun em n s hi lng cho khch hng. 3.1.2.2. Cc sn phm v dch v chnh c ngn hng cung cp: a. Huy ng vn: - Nhn tin gi c k hn v khng k hn bng VN v ngoi t ca cc t chc kinh t v dn c. - Nhn tin gi tit kim vi nhiu hnh thc phong ph v hp dn: tit kim khng k hn v c k hn bng VN v ngoi t, tit kim d thng, tit kim tch ly, pht hnh tri phiu.... b. Cho vay u t: - Cho vay ngn hn bng VN v ngoi t, cho vay trung, di hn bng VN v ngoi t, ti tr xut nhp khu, chit khu b chng t hng xut. - ng ti tr v cho vay hp vn i vi nhng d n ln, thi gian hon vn di, cho vay ti tr, y thc theo chng trnh v cc hip nh tn dng khung thu chi, cho vay tiu dng. - Hn vn lin doanh, lin kt vi cc t chc tn dng v cc nh ch ti chnh trong nc v quc t. u t trn th trng vn, th trng tin t trong nc v quc t.
c. Bo lnh: - Bo lnh, ti bo lnh (trong nc v quc t): bo lnh d thu, bo lnh thc hin hp ng, bo lnh thanh ton. d. Thanh ton v ti tr thng mi: - Pht hnh thanh ton th tn dng nhp khu; thng bo, xc nhn, thanh ton th tn dng nhp khu, chuyn tin trong nc v quc t, chuyn tin nhanh western Union, chi tr lng cho doanh nghip qua ti khon, qua ATM. e. Ngn qu: - Mua, bn ngoi t, mua bn cc chng t c gi (tri phiu chnh ph, tn phiu kho bc,..), thu chi h tin mt VN v ngoi t...Cho thu kt st, ct gi bo qun vng, giy t c gi... f. Th v ngn hng in t: - Pht hnh v thanh ton th tn dng ni a, tn dng quc t (Visa, Master card...) - Cung cp dch v ATM,SMS banking. 3.1.2.3. Gii thiu v th ATM E-Partner ca Ngn hng Cng thng: - Th E-Partner l dng th thanh ton do ngn hng pht hnh cho ch th thc hin rt tin mt v thc hin mt s giao dch ti my ATM, thanh ton tin hng ha dch v ti mng li cc c s chp nhn th trn c s tin gi ca khch hng. c im: - Min ph hu ht cc giao dch ca ch th trn ATM, ch th c hng li sut trn s d ca th. - Rt tin ti quy ti a ln n 1 t ng. - Chuyn khon trn ATM ti a ln n 100 triu ng. - Gi tin t cc h thng ngn hng (min ph trong h thng VietinBank). - Tng cm nang mua sm vi hng trm a ch u i trn ton quc cho ch th ti cc tp on kinh doanh dch v ln nht nh Accor, Victoria, Hanoi club - Dch v chm sc khch hng V.I.P. Tin ch: - Vn tin ti khon ATM trc tuyn trn Internet.
- Np tin cho thu bao tr trc ca cc mng di ng bng dch v VnToup. - Nhanh chng thun tin vi cc tin ch ca SMS Banking ,dch v ny gip cho ch th E-Partner ca VietinBank c th thc hin cc giao dch nh tra cu s d ti khon th, vn tin sao k ti khon, xem thng tin v li sut, t gi ngoi hi...bng in thoi di ng bt k ni u. Dch v ny gip cho khch hng c th qun l ti khon ca mnh mt cch an ton nht. - Nhn tin kiu hi t nc ngoi gi vo ti khon. - Gi tin tit kim c k hn trn ATM. - Thanh ton ha n in thoi, in lc trc tuyn trn ATM. - Tra cu thng tin min ph (thng tin ti khon, ti chnh, ngn hng, chng khon). - Mua cc th vin thng tr trc trc tuyn ti ATM. - ng k s dng dch v VnToup, dch v ny kt ni ti khon ca th khch hng m ti ngn hng v ti khon di ng tr trc trn mng di ng, cho php khch hng np tin in thoi bng tin nhn SMS v s tin c tr trc tip vo ti khon ca ch th. - Tm a im my ATM nhanh chng, thun tin qua h thng tin nhn 977 - Nhn lng thu nhp t cng ty v cc giao dch chuyn khon khc. - Nhn kiu hi t nc ngoi gi vo th E-Partner.
25
SVTH: Ca Hng Ngc M
3.1.2.4. Qui trnh pht hnh th Epartner: Quy trnh pht hnh th c thc hin c th qua 5 bc nh sau: 1. NHN H S NGH M TH T KHCH HNG
2. M H S KHCH HNG
3. NG K TH
4. GIAO TH CHO KHCH HNG
5. NG K TH PH Hnh 5: Qui trnh pht hnh th E-Partner 1. Nhn h s ngh m th t khch hng 2. M h s khch hng: Gm khch hng c nhn v khch hng tp th. i vi khch hng tp th th s chuyn file cho doanh nghip in y thng tin khch hng Nhn file v bn sao CMND, i chiu thng tin khch hng. 3. ng k th: Nhn file t Trung tm th, giao dch vin truy cp h thng in danh sch gi v 4. Giao th cho khch hng: - Giao nhn ti trm. - Giao dch vin ch kch hot th khi nhn c giy xc nhn th/PIN c ch k ca ch th. 5. ng k th ph
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SVTH: Ca Hng Ngc M
3.2. Nhng thun li v kh khn trong kinh doanh dch v th ATM ca VietinBank Bn Tre: 3.2.1. Thun li: - Ngn hng Cng thng Chi nhnh Bn Tre c t ti trung tm thnh ph Bn Tre, mt thnh ph tr, nng ng. c bit, l khi cu Rch Miu v cu Hm Lung c a vo hot ng th giao thng c thng thong, hot ng thng mi pht trin kh nng ng, nhiu doanh nghip nc ngoi vo u t, do nhu cu giao dch qua th kh cao. - Bn cnh l chnh sch ca Nh nc khuyn khch nhn dn s dng cc phng tin thanh ton khng dng tin mt, y cng l iu kin thun li ngn hng pht trin dch v th. V mi y l Ch th 20 ca chnh ph c ban hnh ngy 24/08/2007 v vic tr lng qua ti khon cho cc i tng hng lng t ngn sch Nh nc, ch th ny gip cho lng th pht hnh ca VietinBank tng ln ng k. - Thnh ph Bn Tre tp trung dn c ng c, nhiu trng hc v c quan, on th, y l th trng y tim nng. - VietinBank cn l ngn hng u tin pht hnh th ATM trn a bn Bn Tre. Do uy tn thng hiu ca VietinBank l rt ln, c nhiu ngi tin tng v s dng. - Ngn hng VietinBank c i ng nhn vin tr, nhit tnh, c kinh nghim trong vic x l giao dch, am hiu v nghip v, n cn hng dn khch hng trong vic pht hnh v s dng dch v th. - Nhn thc c tm quan trng ca ngun nhn lc nn cng tc o to v pht trin nhn vin lun c ngn hng u tin ln hng u. Mc tiu l xy dng v pht trin i ng nhn vin thnh tho v nghip v, chun mc trong o c kinh doanh, chuyn nghip trong phong cch lm vic v nhit tnh phc v khch hng. - Cc nhn vin trong h thng VietinBank c khuyn khch o to chuyn su v nghip v chuyn mn ph hp vi chc nng cng vic nhm thc hin tt cc dch v a dng ca ngn hng v chun b cho nhng cng vic c trch nhim cao hn. Cc nhn vin ca VietinBank u c c hi tham d cc lp
27
SVTH: Ca Hng Ngc M
hun luyn o to nghip v theo nhu cu cng vic bn trong v bn ngoi ngn hng, c ngn hng ti tr mi chi ph. i vi nhn vin mi tuyn dng, VietinBank t chc cc kha o to lin quan nh: - Kha hc v Hi nhp mi trng lm vic. - Kha hc v cc sn phm ca VietinBank. - Cc kha nghip v dnh cho nhn vin tn dng, giao dch, thanh ton quc t, v.v.. Nhn vin qun l, iu hnh ca VietinBank cng c ch trng o to chuyn su v qun tr chin lc, qun tr marketing, qun l ri ro, qun l cht lng, v.v. Ngn hng cng khuyn khch v thc y s chia s k nng, tri thc gia cc thnh vin trong Ngn hng trn tinh thn mt t chc khng ngng hc tp chun b to nn tng cho s pht trin lin tc v bn vng. - Trong thi k m ca, vic nc ta gia nhp vo t chc WTO T chc Thng Mi Th Gii s to ra nhiu c hi cho hng lot cc cng ty nc ngoi vo u t v lm vic ti Vit Nam, l lc ngn hng nc ta m rng quan h v hc hi kinh nghim, ng thi thu ht lng ngoi t t cc i tc nc ngoi. 3.2.2. Kh khn: - Mt thch thc ln t ra cho ngn hng cng thng Vit Nam ni chung v ngn hng Cng thng chi nhnh Bn Tre ni ring l s lng cc ngn hng thng mi Nh nc, ngn hng thng mi c phn tham gia vo th trng kinh doanh th ngy mt nhiu, mi trng cnh tranh ngy cng tr nn gay gt. - Nhn thc v thanh ton th ca ngi dn cn mc thp, h ch xem th nh mt cng c ct gi tin ch khng phi l phng tin thanh ton khng dng tin mt. - Trong iu kin Vit Nam, vic pht trin kinh t khng ng u gia cc tnh, thnh ph, dng tin tiu dng ch yu l thanh ton nh l gy nn nhng kh khn nht nh trong vic trin khai h thng thanh ton thng qua th ATM.
28
SVTH: Ca Hng Ngc M
- Hin nay, mt vn na m cc ngn hng tham gia dch v th ti th trng Vit Nam gp phi l chi ph lp t h thng chp nhn th POS cao nhng khi u t lp t h thng POS th lng khch hng s dng n cng khng nhiu, cc ngn hng cha th khuyn khch cc tng lp dn c s dng th thanh ton trn din rng. - Vic gia nhp t chc WTO cng mang li nhiu thch thc ca mt th trng m: kh nng cc ngn hng nc ngoi s vo Vit Nam v tham gia vo th trng kinh doanh th l rt cao, vi th mnh v vn cng nh cng ngh hin i, h s cng tranh ginh doanh s th phn s dng th trong nc. 3.3. nh hng pht trin dch v th trong tng lai ca ngn hng TMCP Cng thng chi nhnh Bn Tre: - Tip tc c gng hn na trong vic pht trin dch v th rt tin t ng trn a bn thnh ph Bn Tre: tn dng th mnh v nhng thun li sn c (uy tn, tin cy ca ngn hng i vi dn chng, lin kt vi nhiu ngn hng,). - Ginh v gi c khch hng phn u tr thnh Ngn hng bn l: + nh gi ng v xc nh cc mc tiu Ngn hng bn l, a ra cc chin lc hp l cho VietinBank. Ngoi vic ch trng n khch hng l cc doanh nghip, cn phi quan tm ng mc n khch hng l c nhn, bi h l nhng i tng c nhu cu rt ln to nn th trng y tim nng m ngn hng cn khai thc. + S dng knh t phc v (ATM) v cc loi th nh mt cng c quan trng t c cc mc tiu Ngn hng bn l. + Gii thiu cc sn phm v dch v mi thng qua cc phng tin truyn thanh, truyn hnh, bo,(vic thng qua tin nhn d tip cn vi cc i tng thuc nhiu tng lp khc nhau v ngy nay hu nh mi ngi u c nhu cu s dng in thoi di ng).
29
SVTH: Ca Hng Ngc M
Chng 4 NH GI MC HI LNG CA KHCH HNG V DCH V TH ATM CA VIETINBANK

4.1. Thc trng kinh doanh dch v th ATM ca ngn hng TMCP Cng thng chi nhnh Bn Tre: 4.1.1. S lng th pht hnh qua cc nm: Trong nhng nm gn y, xu hng tm l ca ngi dn ang dn dn hng n vic tiu dng qua th, mt trong nhng hnh thc tin li khng cn dng n tin mt. Cng vi nhp sng si ng v hin i ngy nay, thu nhp ca ngi dn c nng cao i i vi nhu cu mun c ci thin cuc sng ca mnh. Vic ng dng cng ngh vo mi lnh vc l iu cn thit. Th ATM ra i vi nhng tin ch thit thc ca n gip cho ngi dn tit kim c kh nhiu chi ph cng nh thi gian trong vic thc hin cc giao dch: chuyn tin, thanh ton tin hng ha, dch vVi cng c a nng ny, khch hng cng khng cn phi gi nhiu tin mt khi i xa, li thu c li nhun t li v rt an ton. Chnh v th, cng nh nhng ngn hng khc, vic a sn phm th ATM ra th trng ca VietinBank l iu hon ton ph hp vi nhu cu hin nay ca khch hng. S lng th ATM E-Partner ca VietinBank c pht hnh qua 3 nm nh sau: Bng 2: S lng th E-Partner pht hnh ti VietinBank Bn Tre (2007-2009) VT: Th Nm Ch tiu Th E-Partner 2007 2008 2009 9.026 Chnh lch 07/08 S th -1.271 % -10,18% Chnh lch 08/09 S th -2187 % -19,5%
12.484 11.213
(Ngun: T Th ngn hng VietinBank Bn Tre) Kt qu t bng 2 cho thy, trong 3 nm gn y, s lng th ATM c pht hnh ti VietinBank c xu hng gim dn. C th, t nm 2007 n 2008, lng th gim t 12.484 xung 11.213 th (gim i 1.271 th), lng th gim so vi nm 2007 l 10,18%. n nm 2009 s th tip tc gim xung 2187
30
SVTH: Ca Hng Ngc M
th, tc tng gim khong 19,5% so vi nm 2008. iu ny c th hin r hn qua biu sau:
Triu th
14000 12000 10000 8000 6000 4000 2000 0 2007 2008 2009
12.484 11.213 9.026
Nm
Hnh 6: S lng th E-Partner ca VietinBank pht hnh qua cc nm Trn l thuyt th nhu cu ca ngi dn ang rt cao th nhng trn thc t c ging nh th khng? Nguyn nhn c bn ca vic s lng th pht hnh b st gim c th l gii c; nm 2007, lng th pht hnh tng cao bi v hu ht cc c quan u hng ng Ch th 20 ca Chnh ph v vic chi lng cho cn b cng nhn vin qua th, a s cc c quan iu nhanh chng trin khai thc hin. V c bit, cng trong nm 2007 ngn hng m rng ngun khch hng c nhn cng nh khch hng cng ty thng qua vic kt hp vi cc i tc tn tui v a dng ha cc dch v km theo tha mn ti a nhu cu khch hng. VietinBank trin khai thm nhiu dch v nhm tng cng tin ch cho khch hng s dng th nh dch v thanh ton ho n in nc, ng k th ghi n trn Internet, dch v xem s d th qua Mobile phone Banking, chnh nhng tin ch lm cho dch v th ATM khng cn n iu nh trc na, khch hng cm thy tin li hn khi s dng th, iu cng gip gia tng lng khch hng. n nm 2008, 2009 lng th pht hnh gim dn, nhng cng l iu d hiu bi v th trng th b bo ha, cc c quan trn a bn a s u thc hin vic chi lng qua th. Hn na, i th cnh tranh trn a bn kh nhiu, iu cng tc ng khng nh n s lng th pht hnh ca ngn hng Cng thng. Nguyn nhn khch quan l vy, th cn nguyn nhn su sa
l do u, chng ta khng th ch nh gi vn da trn b ni ca n, ngn hng cng cn phi nghim tc nh gi li bn thn mnh, phi chng cc dch v m Ngn hng hin ang cung cp vn cha thc s lm tha mn cc thng ca mnh? y l mt cu hi ln m em hy vng c th tr li c phn no thng qua bi vit ny. v Ph pht hnh th: Nh chng ta bit c trng ca dch v Ngn hng mang tnh v hnh, khi s dng nhng sn phm dch v ca ngn hng thng khng thy r hnh dng c th ca dch v m ch c th cm nhn thng qua cc tin ch m sn phm em li. Gi tr m dch v th mang li cho ngn hng cng th, tuy l doanh thu trc tip t th khng nhiu nhng n c tm nh hng n cc hot ng khc ca ngn hng, t dch v th s ko theo nhiu dch v khc na: Bng 3: Ph pht hnh th qua 3 nm (2007 2009) VT: Triu ng Nm 2007 2008 2009 Ph pht hnh 162,29 144,74 132,53
(Ngun: T th ngn hng VietinBank Bn Tre) Nhn vo bng s liu cho thy, ngun thu t ph pht hnh th khng nhiu, nhng nu pht trin dch v th tt s ko theo hng lot sn phm dch v khc, em li li nhun khng nh cho c h thng nh: gi tin tit kim, chuyn tin, thanh ton, dch v kiu hi, dch v mua hng, vay tiu dng,....c bit l dch v th v ngn hng in t l mi quan h khng th tch ri, lun pht trin song hnh nhm cung cp sn phm mi v nhng tin ch cho ngi tiu dng. y l c hi chng ta qung b gii thiu v khng nh thng hiu VietinBank. 4.1.2. Doanh s thanh ton ti cc n v chp nhn th v doanh s giao dch qua my ATM: Trong nhng nm hot ng gn y, VietinBank khng ngng ci tin nhng sn phm ca mnh thng qua cc tin ch em li cho ngi tiu dng.
C th l th ATM ngy cng hon thin hn cc tnh nng nh: rt tin mt, chuyn tin, thanh ton tin hng ha, dch v thng bo qua tin nhn SMS khi c giao dch xy raTrong 3 nm qua, doanh s thanh ton ti cc n v chp nhn th (POS) cng nh doanh s giao dch qua my ATM u tng ln qua cc nm, th hin qua bng sau: Bng 4: Doanh s thanh ton ti cc n v chp nhn th v doanh s giao dch qua my ATM VT: Triu ng Chnh lch Chnh lch 2007 2008 2009 07/08 S tin Doanh s thanh ton ti cc POS Doanh s giao dch qua my ATM Tng doanh s 15.875,2 53.604,4 85.528,2 33.729,2 237,7 31.923,8 59,6 15.864,7 53.578,6 85.489,5 37.713,9 237,7 31.910,9 59,6 10,5 25,8 38,7 15,3 % 145,7 08/09 S tin %
Nm Ch tiu
12,9 50,0
(Ngun: T th ngn hng VietinBank Bn Tre) S liu t bng 4 cho thy doanh s giao dch qua my ATM tng nhanh qua cc nm. Tnh ring nm 2007, doanh s giao dch l 15.864,7 triu ng. n nm 2008, doanh s t n 53.578,6 triu ng, tng hn nm 2007 l 37.713,9 triu ng, t l tng 237,7%. Doanh s tip tc tng n nm 2009 l 85.528,2 triu ng, tng 59,6 % so vi cng k nm trc. Qua 3 nm, tng doanh s thanh ton ti cc POS v giao dch qua my ATM tng ln ng k, nm 2009 tng doanh s tng gn 5 ln so vi nm 2007. Nhn chung, doanh s tng ch yu l do doanh s giao dch qua my ATM tng ln, chim khong 99,9% trong tng doanh s. Cn doanh s thanh ton ti cc c s chp nhn th qua cc nm cng tng nhng li chim t trng rt thp, ch khong 0,1% tng doanh s.
33
SVTH: Ca Hng Ngc M

Triu ng 90000.0 80000.0 70000.0 60000.0 50000.0 40000.0 30000.0 20000.0 10000.0 0.0
85.528,2
53.604,4
15.875,2
Nm 2007 2008 2009
Hnh 7: Tng doanh s giao dch qua my ATM thanh ton ti cc n v chp nhn th Nh vy, ch trong 3 nm tng doanh s giao dch qua my ATM v thanh ton ti cc n v chp nhn th t 85.528,2 triu ng (nm 2009), mt con s kh ln so vi nm 2007 (15.875,2 triu ng). iu gp phn khng nh my rt tin t ng ATM ca VietinBank Bn Tre i vo hot ng hon ton ph hp vi nhu cu v th hiu ca khch hng. Tuy nhin nhn vo biu ta thy rng doanh s thanh ton ti cc POS cn qu t. Trn th gii t lu vic thanh ton bng th tr nn ph bin v c ngi dn s dng rt linh hot trong cuc sng hng ngy. Th ATM khng phi ch c tnh nng giao dch trn cc my ATM thun ty, m n cn c giao dch ti rt nhiu thit b POS m cc ngn hng trin khai ti cc im chp nhn thanh ton, cc im ny c th l khch sn, nh hng, siu th, ca hng xng du...Th nhng Vit Nam th ngi dn vn cha quen vi cch thc thanh ton ny, do vy m mc d ngn hng cng thng trang b khong 4 my POS siu th, khch sn v khu du lch th nhng doanh s giao dch qua h thng ny cng khng nhiu, a s l khch du lch nc ngoi s dng. Tuy nhin, trong thc t th lng tin nhn ri trong dn c vn cha c cc ngn hng khai thc ht bi do thi quen dng tin mt ca ngi dn cn rt ph bin. Chnh v vy, VietinBank Vit Nam ni chung v VietinBank chi nhnh Bn Tre ni ring cng cn phi tng cng hn na trong vic qung b v hng dn c th cc tnh nng a dng ca th ATM, khch hng hiu r
hn nhm hn ch lng tin mt lu hnh trn th trng, huy ng ngun tin vo cc hot ng ca ngn hng. 4.2. Xc nh cc yu t tc ng n s hi lng ca khch hng v dch v th ATM: y l bc u tin kh quan trng trong tin trnh xy dng ch s CSI cho mt doanh nghip. xc nh c danh mc ny, cc doanh nghip c th t c kt c t kinh nghim trong qu trnh hot ng kinh doanh ca chnh mnh, t cc nhn vin bn hng hay t vic phng vn su mt s khch hng c tnh i din. V vic phng vn khch hng l iu khng th thiu. Hin nay bn cnh nh gi cc yu t kinh t ca sn phm (cc tnh nng, gi, phn phi...), khch hng cn rt quan tm n cc yu t x hi/ tnh cm nh c nhn bit, c tn trng, c chm sc Da trn M hnh nghin cu nhng nhn t nh hng n nh v quyt nh s dng th ATM ti Vit Nam ca PGS.TS L Th Gii v ThS. L Vn Huy kt hp vi m hnh l thuyt v CSI trong lnh vc ngn hng, em a ra danh mc cc yu t c tc ng n s hi lng ca khch hng v sn phm th nh sau: 1. Uy tn ca ngn hng 2. Cc tin ch ca th 3. Mc li sut 4. Dch v chuyn tin v thanh ton 5. Hn mc v s ln s dng trong ngy 6. Th tc lm th 7. Thi gian m th 8. Ph pht hnh th 9. Thi phc v ca nhn vin ngn hng 10. H thng my ATM v POS 4.3. Thi quen s dng th ca khch hng: 4.3.1. Khi qut c im chung ca khch hng: Theo nghin cu s b v nhng nhn t nh hng n nh v quyt nh s dng th ATM ti Vit Nam ca PGS. TS. L Th Gii ThS L Vn Huy cho thy c rt nhiu ngi trong tui t 18 n 55 l ngi ch th v
h tin hnh kh nhiu giao dch thng qua h thng ny. Bi v tui ny, h kh nhy i vi nhng s thay i ca cng ngh mi v nng ng trong vic tm kim nhng ng dng mi phc v cho cuc sng ca mnh. V vy, VietinBank Bn Tre cn tip cn vi i tng ny, s c nhiu c hi cho vic pht hnh th trong tng lai. Cn i vi nhng ngi ln tui, do h thng rt thn trng, t khi chu chp nhn ri ro nn t dng n th, tuy l s rt kh thu ht nhng i tng ny nhng nu chng ta c th thu ht c nhm khch hng ny th y s l mt lc khch hng y tim nng. Trc khi i vo tm hiu v thi ca khch hng i vi dch v th ATM ca VietinBank, chng ta tm hiu s lc v c im ca khch hng thng qua bng sau: Bng 5: c im chung ca khch hng Ch tiu tui Khon mc T 18 n 30 tui T 30 n 55 tui < 1 triu ng Thu nhp T 1,5 2 triu ng T 2 - 3 triu ng > 3 triu ng Trnh hc vn Ph thng c s Ph thng trung hc Cao ng - i hc Gio vin Ngh nghip Cng nhn Hc sinh sinh vin Bun bn S lng 20 40 12 16 17 15 2 15 43 30 10 6 6 T l (%) 33,3 66,7 20,0 26,7 28,3 25,0 3,3 25,0 71,7 50,0 16,7 10,0 10,0 13,3
Cn b nhn vin trong cc c quan khc 8 (Ngun: Kt qu iu tra trc tip 60 khch hng)
T bng s liu cho thy phn ln nhng ngi s dng th ATM trong tui t 18 n 30 chim 33,3%, t 30 n 55 tui th chim 66,7% vi trnh hc vn kh cao, trnh cao ng, i hc tr ln chim 71,7%, ph thng trung hc chim khong 25%, ph thng c s 3,3%. Ngh nghip ch yu ca khch
hng ch yu l gio vin chim 50%, cng nhn chim 16,7%, nhng ngi c ngh nghip chuyn mn chim t l 13,3%, hc sinh sinh vin chim khon 10%, cn li 10% l kinh doanh, bun bn. Mc thu nhp t 2 3 triu chim t l l 28,3%, trn 3 triu chim t l 25%, a s nhng khch hng ny l cn b nh nc, gio vin c thm nin ngh nghip, h c ngun thu n nh, mc thu nhp kh cao. Ngoi ra, s lng khch hng c thu nhp thp hn mc 1,5 n 2 triu chim 26,7 % thng l cn b, gio vin mi ra trng, mc lng mc trung bnh. Cn li 20% c mc thu nhp di 1 triu ng l hc sinh - sinh vin, thu nhp cn ph thuc ch yu vo gia nh, nhng ngi bun bn nh l, ni tr 4.3.2. Nhng knh thng tin ch yu tc ng n khch hng trong vic la chn s dng th ATM ca ngn hng VietinBank: Vic tm hiu nhng knh thng tin ch yu tc ng n khch hng trong vic la chn s dng th ca ngn hng VietinBank l rt cn thit, chng ta tm hiu bit khch hng bit n ngn hng l thng qua phng tin thng tin no, t c k honh s dng n lm cng c marketing hiu qu hn. Vic thu ht khch hng s dng th l ht sc quan trng v y l iu kin tin quyt hot ng kinh doanh ca ngn hng pht trin. V trong xu th pht trin ca x hi ngy nay, cc ngn hng khng ngng a ra th trng cc loi th mi vi cc thng hiu v tnh nng khc nhau, to cho ngi s dng c nhiu c hi la chn, tuy nhin cng gy hoang mang trong tm l tiu dng ca khch hng. Khi , h rt cn nhng thng tin v sn phm m mnh s quyt nh la chn. Thng qua cng tc marketing, ngn hng s gip cho khch hng ca mnh hiu r hn v nhng tin ch v dch v c c t vic s dng th ca ngn hng. Song song , vic nm bt cc knh thng tin m khch hng bit n quyt nh ng k pht hnh th ca VietinBank s gip cho chng ta bit c cn tp trung pht trin knh thng tin no cho thch hp, hoc y mnh ngun thng tin khc c th mang li hiu qu trong tng lai. Hin nay, v thng tin rt a dng v phong ph nn khch hng c th bit n dch v th ca VietinBank thng qua nhiu ngun khc nhau. c th hiu r hn v vic bng cch no m khch hng bit n th ATM ca VietinBank v ch yu l t nhng phng
tin truyn thng no, thng qua cuc iu tra phng vn 60 khch hng s dng th E-Partner ta c c bng s liu nh sau: Bng 6: Knh thng tin ch yu tc ng n quyt nh la chn s dng th ca khch hng Ch tiu C quan gii thiu Ti cc ngn hng Ngi thn, bn b, hng xm Mng Internet Bo ch Tn s 31 14 14 13 5 T l (%) 51,7 23,3 23,3 21,7 8,3
Khc (radio, tivi....) 4 6,7 (Ngun: Kt qu iu tra trc tip 60 khch hng)
60
51,7
50
C quan gii thiu Ti cc ngn hng
40 Ngi thn, bn b, hng xm 30 20
23,3 23,3
21,7
Mng Internet Bo ch
8,3
10 0
6,7
Khc (radio, tivi....)
Hnh 8: Phng tin tm hiu ca khch hng v dch v th Qua bng s liu cho thy, ngun thng tin ch yu gip khch hng quyt nh s dng th ca ngn hng l do c quan h gii thiu, chim t l 51,7%. Phn ln th c ng k t ngun ny l do cc c quan c s lin kt vi ngn hng tr lng cho cn b, cng nhn vin ca h thng qua th ATM. Do chng ta cn c nhng hnh thc marketing ph hp c th tip cn vi cn b nhn vin trong cc c quan, hiu qu nht l tc ng trc tip n ban lnh o ca cc c quan, doanh nghip bng nhiu hnh thc nh gi in thm
hi, pht qu cho hc sinh ngho, ti tr cc gii th thao ca cn b, nhn vinNu chng ta c th cho h thy li ch thit thc khi dng th ca ngn hng th nht nh h s gii thiu cho nhng ng nghip khc trong c quan, tuy c tn chi ph nhng chng ta s c ci li lu di. Bn cnh , s lng ngi bit n th ATM thng qua ngn hng chim 23,3%, S ch dn ca nhn vin marketing cc ngn hng l rt cn thit. Nhn vin ngn hng l nhng ngi c trch nhim gi m v nh thc nhu cu ca khch hng. Qua ngi thn, bn b, hng xm gi s lng khng nh chim 23,3 %. Ngun tin t bn b c khch hng tin tng bi h l nhng ngi tng s dng, c s hiu bit v th, v cng l nhng ngi m khch hng c s quen bit khch hng s cm thy tin tng v an tm hn khi nghe bn b, ngi thn ca mnh t vn. Do , cn phi lm tha mn khch hng v sc mnh ca marketing truyn ming l rt ln, nu mt khch hng cm thy hi lng th s gii thiu cho nhiu ngi khc na. Ngoi ra th x hi ngy cng pht trin, thng tin lin lc ngy cng tin b hn, khch hng c th tip cn vi ngn hng qua nhiu phng thc khc na, trong th qua Internet chim t l kh cao 21,7%; bo ch v radiochim t l 15%. 4.3.3. Thi quen la chn a im rt tin: Tm hiu thi quen rt tin ca khch hng l iu cn thit, bit khch hng thng rt tin u ngn hng c hng b tr c s h tng tt hn, ph hp hn, to iu kin thun li khch hng thc hin giao dch. Bng 7: a im thng rt tin a im rt tin Cc ngn hng Khu cng nghip Giao Long Siu th Trng hc Ch Tn s 41 34 16 10 6 T l (%) 68,3 56,7 26,7 16,7 10,0
(Ngun: Kt qu iu tra trc tip 60 khch hng)
39
SVTH: Ca Hng Ngc M

Phn trm (%) 68,3 70 56,7 60 50 40 26,7 30 16,7 20 10 0 10,0
Cc ngn hng Khu cng nghip Giao Long Siu th Trng hc Ch
Hnh 9: Nhng a im khch hng thng rt tin Cn c vo bng s liu, khch hng thng rt tin cc ngn hng chim 68,3%. a s khch hng thch rt tin ngn hng, cc phng giao dch v c nhiu my, v h cm thy an ton, nu c s c xy ra th s nhanh chng c gii quyt. Tip theo khu cng nghip Giao Long chim t l 56,7 %, cng nhn th s thng rt tin y bi v s thun tin, tit kim c thi gian. Nhng khch hng l sinh vin cc trng cao ng s thng rt tin cc my ATM ti cc trng hc chim 16.7%, cc khu ch ln chim 10%. Mt ni chng ta cng cn ch n l cc siu th, y l trung tm mua sm nn khi n y khch hng va c th rt tin va c th i mua sm, rt thun tin. Tuy nhin, mt vn t ra l ti nhng ni khch hng thng rt tin li thng xy ra tnh trng khch hng phi ch i, do ngn hng cn c hng x l kp thi. 4.4. Mc hi lng ca khch hng v kh nng cung cp dch v th ATM ca VietinBank Bn Tre: 4.4.1. Nhng yu t khch hng quan tm nht khi la chn th ATM ca ngn hng: Khi khch hng nm bt c nhng thng tin v th th h phi cn nhc xem nn m th ca ngn hng no ph hp vi nhng mong mun ca mnh khi m th. Trong qu trnh kinh doanh th, VietinBank c nhng c gng tha
mn ngy cng tt hn nhu cu ca khch hng v cht lng phc v. Vic tm hiu xem nhng yu t no khch hng quan tm n nht khi la chn th ATM s gip cho VietinBank kt hp vi nhng u nhc im ca ngn hng t loi b dn nhng hn ch, pht huy tt hn nhng u im ca mnh trong tng lai nhm mc tiu thu ht thm ngy cng nhiu khch hng s dng th. Thng qua cuc phng vn iu tra, ta rt ra c nhng yu t m khch hng quan tm cng nh mong i nht khi chn th nh bng sau: Bng 8: Nhng yu t khch hng quan tm nht khi la chn s dng th ATM ca ngn hng Ch tiu Ngn hng c uy tn, danh ting My ATM t nhiu ni Chuyn khon v rt tin nhanh Ph m th Th tc m th S tin rt tin/ln, s ln rt/ngy Mc li sut Thi phc v ca nhn vin ngn hng Tn s 52 37 17 12 11 4 4 4 T l (%) 86,7 61,7 28,3 20,0 18,3 6,7 6,7 6,7 5,0
3 Tin ch ca th (Ngun: Kt qu iu tra trc tip 60 khch hng) Phn trm (%)
90 80 70 60 50 40 30 20 10 0
86,7
Ngn hng c uy tn, danh ting My ATM t nhiu ni 61,7 Chuyn khon v rt tin nhanh Th tc m th S tin rt tin/ln, s ln rt/ngy Mc li sut 6,7 6,7 6,7 5,0 Thi phc v ca nhn vin NH Tin ch ca th
28,3 18,3
Hnh 10: Yu t khch hng quan tm nht khi s dng th ATM

Yu t m khch hng quan tm nht khi la chn s dng th ATM ca ngn hng no chnh l uy tn v danh ting ca ngn hng, ngn hng c uy tn ln th khch hng mi an tm gi tin mnh vo . Yu t m khch hng quan tm th hai l h my ATM thng (61,7%), a s khch hng tm n vi dch v th u mong mun c c s nhanh chng v tin li ca n. Do , khch hng no cng mong mun s dng th ca ngn hng no m c h thng my ATM t nhiu ni, ngi ta c th d dng rt tin khi cn. Tip theo l yu t chuyn tin v rt tin nhanh chng chim t l 28,3% , ph m th cng c khch hng kh quan tm chim t l 20%, th tc m th chim t l 18,3%. Ngoi ra khch hng cn quan tm n nhng tin ch m th mang li chim t l 5%; thi ca nhn vin ngn hng, mc li sut p dng cho s d trong ti khon th ATM, hn mc giao dch qua my ATM. Bit c khch hng quan tm n nhng yu t no nht tp trung vo xy dng cho tht tt, p ng c nhu cu khch hng, c nh vy khch hng mi cm thy yn tm v hi lng khi s dng dch v ca ngn hng. 4.4.2. So snh mc nhn bit ca khch hng v dch v th ATM ca VietinBank so vi cc ngn hng khc trn cng a bn: v n tng v ngn hng: Mt trong nhng yu t gp phn n s thnh cng ca ngn hng hay bt k mt doanh nghip l thng hiu, v mt biu hin c th ca thng hiu chnh l n tng u tin ca khch hng. Vi cu hi Khi ni n cc ngn hng cung cp dch v th ATM hin nay Bn Tre, ngn hng no Anh (ch) ngh n u tin? th kt qu kho st c c th qua bng sau: Bng 9: n tng u tin ca khch hng v cc ngn hng cung cp dch v th ATM Ch tiu Ngn hng TMCP Cng thng Vit Nam (VietinBank) Ngn hng NN & Pht trin nng thn (Agribank) Ngn hng u t v Pht trin ( BIDV) Ngn hng Si Gn thng tn (SACOMBANK) Tng (Ngun: Kt qu iu tra trc tip 60 khch hng)
Tn s 41 15 3 1 60
T l (%) 68,3 25,0 5,0 1,7 100
Da vo bng trn, ta thy khi ni n cc ngn hng cung cp dch v th ATM th c 68,3% khch hng l ngh ngay n Ngn hng Cng thng VietinBank. 25% khch hng chn ngn hng Nng nghip & pht trin nng thn. Cn li l ngn hng u t v pht trin (5%), Ngn hng Si Gn thng tn chim 1,7%. Nh vy, so vi cc ngn hng khc th ngn hng Cng thng tr nn quen thuc vi khch hng, thng hiu VietinBank c ch ng trong lng khch hng, y l mt li th ca ngn hng cn gi vng v pht huy, phn u tr thnh ngi bn ng hnh thn thit ca khch hng.
68,3
70 60 50 40 30 20 10 0
VietinBank Agribank BIDV 25,0 Sacombank
5,0
1,7
Hnh 11: n tng ca khch hng v cc ngn hng Bn cnh chng ta cng thy c rng ngn hng Nng nghip & Pht trin nng thn Agribank l i th cnh tranh ln ca ngn hng, Agribank c nhiu ngi bit n thng qua nhng chng trnh qung b rm r, nhng chng trnh khuyn mi hp dn nhm thu ht khch hng. S lng khch hng la chn ngn hng Agribank cng chim t l khng nh, khong 25% trong tng s khch hng. Chnh v vy, c th cnh tranh vi cc ngn hng trong xu hng pht trin ngy cng mnh m nh hin nay, Vietinbank cng cn phi n lc c gng hn na gp phn nng cao v th v xy dng thng hiu ca mnh ngy mt vng chc hn.
43
SVTH: Ca Hng Ngc M
4.4.3. Mc hi lng ca khch hng v kh nng cung cp dch v th ATM ca VietinBank Bn Tre: 4.4.3.1. Hnh nh, uy tn, danh ting ca ngn hng: Theo nh cc nghin cu thc tin khng nh th hnh nh (c th hin bi danh ting, uy tn, lng tin ca ngi tiu dng i vi thng hiu) l nhn t quan trng c tc ng trc tip n s hi lng ca khch hng. Trong lnh vc ngn hng, hnh nh ng vai tr rt quan trng trong vic quyt nh ni vay hoc gi tin, i hi cc ngn hng cn phi nh v v xy dng hnh nh ca mnh trn c s nhng thuc tnh quan trng nhm thit lp mt s cm nhn tt nht i vi i vi khch hng, gip khch hng d dng nhn din c thng hiu. Thng qua phng vn ta bit c mc tin tng ca khch hng vo ngn hng l kh cao, c th nh sau: Bng 10: nh gi mc tin tng ca khch hng v uy tn, danh ting ca VietinBank Ch tiu Kh tin ng tin Tn s 5 55 T l (%) 8,3 91,6
60 100 Tng (Ngun: Kt qu iu tra trc tip 60 khch hng) Trong tng s 60 khch hng c phng vn th c 91,6% khch hng l hon ton tin tng vo uy tn cng nh danh ting ca VietinBank, ch c 8,3% khch hng cn li l cm thy kh tin. Nhng khi nh gi chung th mc tin tng ca khch hng vo uy tn, danh ting ca ngn hng mc 4,1, mc kh cao. iu ny chng t rng khch hng rt tin tng vo uy tn ca ngn hng, ngn hng cn pht huy s tin tng ny, bin thnh li th cnh tranh ca mnh:
44
SVTH: Ca Hng Ngc M
4,1
1.Hon ton khng ng tin5. Rt ng tin Hnh 12: Mc tin tng vo uy tn ngn hng Hn na khi hi khch hng l do ti sao li chn s dng th ca VietinBank th c kt qu nh sau: Bng 11: L do chn s dng th ca Ngn hng Cng Thng VietinBank Ch tiu Ngn hng ln c uy tn Do c quan ng k s dng th ca ngn hng H thng my ATM c t nhiu ni Th tc m th n gin hn Ph m th thp Thy c nhiu ngi s dng Tn s 36 29 7 7 2 29 T l (%) 60,0 48,3 48,3 11,7 3,3 11,7
(Ngun: Kt qu iu tra trc tip 60 khch hng) Qua bng s liu cho thy rng, 60% khch hng chn s dng th ca ngn hng cng v danh ting v uy tn ca ngn hng, iu ny mt ln na chng t rng danh ting ca ngn hng c sc nh hng ln n quyt nh ca khch hng. V VietinBank l ngn hng u tin pht hnh th ATM trn a bn, do ngn hng c li th l nhiu ngi bit n v tin tng, y l th mnh ca VietinBank so vi cc ngn hng khc. 4.4.3.2. Th tc lm th: Trong giai on hin nay, cc ngn hng khng nhng cnh tranh ln nhau v mc li sut m cn bng nhiu tiu ch khc na, th tc lm th cng l mt trong s nhng tiu ch cnh tranh . Cc ngn hng lun phn u n gin
ha cc th tc rm r khng cn thit, to cho khch hng s thun tin, d dng s hu chic ATM trong tay. Th nhng, liu nhng g m ngn hng lm c p ng c yu cu ca khch hng khng, bng s liu di y l kt qu iu tra mc hi lng ca 60 khch hng v tiu ch ny: Bng 12: nh gi mc hi lng ca khch hng v th tc lm th Ch tiu Phc tp Bnh thng Tn s 1 19 T l (%) 1,7 31,7
40 66,7 n gin (Ngun: Kt qu iu tra trc tip 60 khch hng)
3,77
1. Rt phc tp 5. Rt n gin Hnh 13: Mc hi lng v th tc lm th Phn ln kin ca khch hng hi lng vi th tc lm th ca VietinBank, khch hng nh gi l th tc lm th ca VietinBank n gin chim chim t l 66,7%; 31,7% khch hng th khng c kin v vn ny. Ch c 1,7% cho l th tc lm th cn phc tp. Nhn vo hnh 8 ta thy rng mc hi lng ca khch hng v th tc lm th ca ngn hng mc trn trung bnh. 4.4.3.3. Thi gian lm th: i ng nhn vin vi tc phong lm vic nhit tnh, nng ng lun phn u phc v khch hng mt cch nhanh nht, hiu qu nht. i ng nhn vin lun c gng rt ngn thi gian lm th, khng khch hng phi ch i lu, thi gian t khi lm th tc m th n lc nhn th ca VietinBank trung bnh l 5
46
SVTH: Ca Hng Ngc M
ngy. Vi khong thi gian ny th khch hng hi lng hay cha, kin ca khch hng s c c th qua bng sau: Bng 13: Mc hi lng v thi gian lm th Ch tiu Chm Tng i c Nhanh Tn s 2 39 19 T l (%) 3,3 65,0 31,7
(Ngun: Kt qu iu tra trc tip 60 khch hng) C 31,7% khch hng cho rng khong thi gian ny l nhanh, 65% khch hng cm thy khong thi gian ny tm c, v ch c 3,3% l cho rng thi gian lm th nh th l cn chm.
3,3
1. Rt chm 5. Rt nhanh Hnh 14: Mc hi lng v thi gian lm th Hnh 14 th hin mc hi lng ca khch hng t mc im trn trung bnh, khch hng vn cha hon ton hi lng v khon thi gian ny, bi l ai cng mong mun c s dng th cng nhanh cng tt, vy khon thi gian m khch hng cm thy hi lng l bao nhiu ngy. Ta s tm hiu mong mun ny ca khch hng trong nhng phn tip theo ca chng. 4.4.3.4. Ph pht hnh th: h tr v to iu kin thun li cho cc c quan trong vic chi lng cho cn b, cng nhn vin qua th ATM, ngn hng Cng thng p dng mc gi rt u i min 100% ph pht hnh th cho cc i tng ny. c bit ngn hng cng p dng nhiu chng trnh khuyn mi trong nm nh min ph hay
gim ph pht hnh cho hc sinh sinh vin. Ngoi t khuyn mi th mc ph thng p dng l t 80 - 100 ngn ng /th. Khch hng c nhn nh th no v mc ph ny: Bng 14: Mc hi lng v ph pht hnh th Ch tiu Khng hi lng Tm c Tn s 9 16 T l(%) 15,0 26,7
58,3 35 Hi lng (Ngun: Kt qu iu tra trc tip 60 khch hng) Kt qu phn tch cho thy c 58,3% khch hng thy cm hi lng v mc ph ny; 26,7% khch hng cm thy mc ph ny l tm c v 15% khch hng cm thy cha hi lng v mc ph ny. Mc hi lng chung ca khch hng v mc ph pht hnh th l 3,43
3,43
1 .Hon ton khng hi lng 5. Rt hi lng
Hnh 15: Mc hi lng ca khch hng v ph pht hnh th s hu mt chic th trong tay th khch hng phi b ra mt mc ph nht nh, ty theo tnh hnh ti chnh ca mi ngi m h c cm nhn khc nhau v mc ph ny. Thu nhp cao, n nh th khch hng s khng ngn ngi b ra mt khon chi ph i ly chic th tin dng trong tay; nhng i vi nhng ngi thu nhp thp th vic b ra khon ph ny cng l iu khin h phi cn nhc k. chnh l tm l chung ca ngi tiu dng, cn trong s nhng khch hng c phng vn ny th thu nhp c nh hng n s hi lng ca h hay khng, ta s dng phn tch bng cho thy r hn iu :
48
SVTH: Ca Hng Ngc M
Bng 15: Mi quan h gia mc hi lng v ph pht hnh th v thu nhp

VT: %
Mc hi lng v ph pht hnh th Khng hi lng Tm c
Thu nhp (triu ng) <1 58,3 8,3 1,5 2 12,5 37,5 2-3 0,0 35,3 >3 0,0 20,0
Hi lng 33,3 50 64,7 80,0 (Ngun: Kt qu iu tra trc tip 60 khch hng) Qua bng s liu cho thy rng khch hng nhm thu nhp 2 - 3 triu v trn 3 triu iu cm thy hon ton hi lng v mc ph ny. Mc thu nhp ny tng i cao, do vic b ra mt khon ph c c mt chic th tin dng khng lm khch hng phi bn tm nhiu. Ngc li, a s khch hng khng hi lng v ph pht hnh th u nhm thu nhp di 1 triu chim t l 58,3% v nhm thu nhp t 1,5 n 2 triu chim t l 12,5%, mc thu nhp ny tng i thp, do khi phi b ra khon ph 100 ngn th khch hng cn cm thy e ngi. c th kt lun chnh xc hn ta s dng kim nh Chi-Bnh phng vi gi thuyt : H0 : khng c mi quan h gia thu nhp v s hi lng v mc ph pht hnh th. H1 :c mi quan h gia thu nhp v s hi lng v mc ph pht hnh th Ta c kt qu : Signficance P.value =0,0<0,05; do ta s bc b gi thuyt H0 mc ngha 5%, chp nhn H1 nh vy c mi quan h gia thu nhp v mc hi lng v ph pht hnh. Do , chi nhnh cn xem xt c s iu chnh mc ph cho ph hp vi nhiu i tng nhng mc thu nhp khc nhau, c nh vy th nhng ngi dn c mc thu nhp trung bnh mi tch cc tham gia s dng th. 4.4.3.5. Mc li sut: Do c im bin ng ca th trng ti chnh Vit Nam v nhng c th ca vn ha kinh doanh, mc li sut lun c khch hng so snh, nh gi gia cc ngn hng. Hin mc li sut m ngn hng p dng cho s d trong ti
49
SVTH: Ca Hng Ngc M
khon th ATM (li sut khng k hn) ca khch hng l 0,3%/thng, a s khch hng cm thy hi lng, c th l: Bng 16: Mc hi lng v li sut Ch tiu Khng hi lng Tm c Tn s 3 34 T l (%) 5,0 56,7
23 38,3 Hi lng (Ngun: Kt qu iu tra trc tip 60 khch hng) a s khch hng cm thy mc li sut ny l tm c chim t l 56,7%; 38,3% khch hng cm thy hi lng. Ch c 5% khch hng cm thy cha hi lng v mc li sut ny. Nhn chung th khch hng kh hi lng vi mc li sut hin gi ca ngn hng, mc hi lng mc 3,35
3,35
1.Hon ton khng hi lng.5. Rt hi lng
Hnh 16: Mc hi lng v mc li sut 4.4.3.6. Hn mc giao dch: Th E-Partner ca VietinBank gm 5 thng hiu th, mi loi c hn mc giao dch khc nhau, c th:
50
SVTH: Ca Hng Ngc M
Bng 17: Hn mc giao dch VT: Triu ng Hn mc Th G-card PinkCard C-Card 15 5 100 10 5 100 10 3 100 S-Card 5 2 100 12 con gip 10 3 100
S ln rt tin ti a /ngy S tin rt ti a/ln S tin chuyn khon ti a/ngy
Khch hng nh gi th no v hn mc giao dch ny: Bng 18: Mc hi lng v hn mc giao dch Ch tiu t Trung bnh Tn s 9 43 T l (%) 15 71,7
8 13,4 Nhiu (Ngun: Kt qu iu tra trc tip 60 khch hng) 71,7% khch hng cho l hn mc giao dch nh th l mc trung bnh, 13,4% nhn xt l nhiu v c bit c 15% khch hng cho l s ln v s tin rt nh vy l cn t. Bi v a s khch hng c phng vn l cn b cng nhn vin, dng th m h s dng l E-Partner C-Card, do vi hn mc giao dch nh by gi th c th gy s bt tin cho mt s khch hng bi v khi h cn s tin vt hn 3 triu th phi thc hin thao tc rt tin nhiu ln. V vi s tin ti a c rt mt ngy l 30 triu th khi c nhu cu vt qu s ny khch hng khng th thc hin thng qua th ATM, iu ny i lc cng gy cho khch hng s kh chu.
51
SVTH: Ca Hng Ngc M
2,98
1.Hon ton khng hi lng.5. Rt hi lng Hnh 17: Mc hi lng ca khch hng v hn mc giao dch Do cn tn ti mt s hn ch nh vy nn mc hi lng trung bnh ca khch hng ch mc 2,98. 4.4.3.7. Cch b tr my ATM: H thng my ATM l ni m khch hng s trc tip giao dch nn vic h thng ny c thun tin v vn hnh tt hay khng cng s l yu t quan trng thu ht khch hng n vi dch v th ca ngn hng. Vy khch hng hi lng vi cch b tr my nh hin gi hay cha: Bng 19: Mc hi lng v cch b tr my Ch tiu Khng hi lng Tm c Tn s 1 33 T l (%) 1,7 55,0
26 43,4 Hi lng (Ngun: Kt qu iu tra trc tip 60 khch hng) Hin ti th trn a bn ngn hng trang b 5 my ATM v 3 my POS c t ri u cc siu th, trng hc, khu cng nghip, khch sn lnBn cnh lng my ca ngn hng th khch hng vn c th thc hin giao dch thng qua my ca cc ngn hng trong lin minh, h thng my tng i nhiu. C 55% khch hng cho l cch b tr my nh hin gi l tm c, khong 43,4% khch hng cm thy hi lng v 1,7% l khng hi lng.
52
SVTH: Ca Hng Ngc M
3,43
1.Hon ton khng hi lng5. Rt hi lng Hnh 18: Mc hi lng v cch b tr my ATM Mc hi lng v cch b tr my t mc trn trung bnh 3,43. 4.4.3.8. Cht lng phc v ca my ATM: Cht lng phc v ca my ATM cng l yu t m khch hng rt quan tm, khch hng lun mun c s dng my c cht lng, phc v nhanh, khng xy ra s cNh vy khi thc hin giao dch thng qua h thng my ca VietinBank khch hng c thng gp phi tr ngi hay khng, bng s liu sau cho bit t l khch hng gp phi trc trc khi giao dch qua my ATM: Bng 20: S ln giao dch khng thnh cng qua my ATM Giao dch khng thnh cng C Tn s 10
T l (%) 16,7
50 83,3 KHNG (Ngun: Kt qu iu tra trc tip 60 khch hng) Da trn bng 20 ta thy t l khch hng giao dch khng thnh cng trn my ATM chim 16,7% v 83,3% khch hng vn giao dch rt tt trn my. iu cho thy cht lng my ATM ca VietinBank cng ang tha mn tt nhu cu s dng lin tc ca khch hng. Tuy nhin bn cnh s khch hng giao dch thnh cng th vn cn c nhng khch vn gp nhng s c trong qu trnh giao dch. Mc d con s ny l khng qu ln nhng v pha ngn hng cng cn phi xem xt li cht lng phc v ca my, xem h thng my ATM cn nhng im tn ti no? Nhng kh khn g khch hng thng gp phi? Tm hiu r nguyn nhn nhng
trng hp ny l do u t a ra c hng gii quyt kp thi, trnh khch hng gp phi nhng trng hp tng t. l nhng iu m ngn hng cn tm hiu c hng khc phc, mong rng trong bi vit ny s phn nh c phn no vn ny. Khi khch hng c hi mc hi lng v cht lng phc v ca my ATM ca VietinBank th c kt qu sau: Bng 21: Mc hi lng v cht lng phc v ca my ATM Ch tiu Tm c Tn s 24 T l (%) 40,0
36 60,0 Hi lng (Ngun: Kt qu iu tra trc tip 60 khch hng) 40% khch hng cm thy tm c, 60% cm thy rt hi lng. Nhn chung mc hi lng ca khch hng v cht lng phc v ca my ATM mc trn trung bnh 3,6 c th hin qua hnh sau:
3,6
1.Hon ton khng hi lng 5. Rt hi lng Hnh 19: Mc hi lng v cht lng phc v ca my ATM Mc d vn cn mt s tn ti nhng khch hng vn nh gi cao v cht lng phc v ca h thng my ATM ca ngn hng Cng thng. 4.4.3.9. Thit k ca th ATM: X hi ngy cng pht trin, cuc sng ca ngi dn ngy cng c ci thin, nhu cu ca con ngi cng thay i dn, nu ngy xa ch cn n no, mc m, th ngy nay xu hng tiu dng thay i, phi l n ngon, mc p. Nhu cu c tn trng rt cao, do h thng c xu hng thch tiu dng nhng sn phm th hin c phong cch, c tnh v a v ca mnh. S
hu mt chic th a nng, nhiu tin ch vi thit k p, phong cch l mong mun ca nhiu ngi. Nm bt c nhu cu th ngn hng lun nghin cu v cho ra i nhiu dng th dnh cho nhiu la tui vi nhiu phong cch khc nhau, mi dng th ATM u c to nt c bit ring. Sang trng v lch lm vi dng th GCard; cng ngh tin tin vi nhng gi tr gia tng vt tri vi dng th CCard dnh ring cho cn b nhn vin trong doanh nghip s dng dch v chi lng qua th; hay nng ng cng dng th S-card dnh ring cho hc sinh, sinh vin. c bit l 2 dng th Pink-Card vi thit k th ni bt, quyn r dnh ring cho phi p, nhng n doanh nhn, nhn vin lun mun khng nh mnh, v dng th 12 con gip th hin s khc l - c tnh v snh iu cng vi nt ch th php s t c s ph cch trong cch tng tng ca mi ngi. Th ca ngn hng vi nhiu thit k p, n tng nh vy liu c th lm tha mn yu cu ca khch hng cha? Bng 22: Mc hi lng v thit k ca th ATM Mc hi lng Tiu ch 1. Thit k th p, mu sc bt mt 2. Th dy dn, chc chn 3. Dy t d b h hng 4. B mt th d b try xc Khng ng 1,7 0 21,7 11,7 Tm c 25,0 13,3 41,7 41,7 ng 73,3 86,7 36,7 46,6
(Ngun: Kt qu iu tra trc tip 60 khch hng) C 73,3% khch hng nhn xt rng thit k th p, mu sc bt mt; 25% cho l tm c. V ch c 1,7% cho rng thit k th cha c sc. a s khch hng u cho rng th ATM ca VietinBank dy dn v chc chn chim t l 86,7%. Tuy nhin, c 36,7% khch hng ng l dy t trn th d b h hng, v 46,6% khch hng cho l b mt th d b try xc. y cng l hin trng chung ca dng th t, do cc ngn hng ni chung v Ngn hng Cng thng ni ring cn nm bt v c hng khc phc tnh trng ny th ATM ngy cng to nn s thoi mi v an ton cho ngi s dng.
55
SVTH: Ca Hng Ngc M
4.4.3.10. Dch v km theo: Nhiu khch hng n vi dch v th ATM ca VietinBank ngoi vic ngn hng c uy tn, danh ting m cn l do nhng tin ch phong ph m th mang li cho khch hng. Vi nhng dch v nh chuyn khon, rt tin, thanh ton tin ph bo him, tin in, nc... em li s tin li cho khch hng khi s dng bi khch hng s tit kim c thi gian hn khi khng phi trc tip n tn ni tr tin. Khi s hu mt chic th ATM, khch hng khng cn phi mang theo mt lng tin mt ln trong ngi khi i mua sm nhng vt dng t gi m thay vo h c th rt tin nhng my ATM bt k lc no. Hin nay, do i sng ngi dn dn dn c nng cao, cng vi tin b khoa hc k thut ngy cng pht trin nn s lng ngi s dng in thoi di ng l kh ln. Nhn thy c iu ny nn bn cnh nhng tin ch ca th th VietinBank cng trin khai nhiu dch v mi kt ni vi in thoi di ng, in hnh nht l dch v dch v thng bo bin ng ti khon qua tin nhn- SMS Banking, hay dch v VnToup dch v np tin cho cc thu bao di ng tr trc bng cch gi tin nhn SMSa d khch hng u cm thy dch v ny cn thit, c th: Bng 23: kin khch hng v cc dch v km theo Ch tiu Khng cn thit Tm c Tn s 2 7 T l (%) 3,3 11,7
51 85 Cn thit (Ngun: Kt qu iu tra trc tip 60 khch hng) Qua phng vn khch hng th c 85% khch hng cho rng nhng dch v km theo ny l cn thit. Chng t l khch hng rt quan tm n cc dch v km theo, nhng dch v ny gip h giao dch thun tin v tit kim c thi gian hn. Do ngn hng cng nn ch c th cung cp thm nhiu dch v khc na nhm p ng tt nht nhu cu ca khch hng.
56
SVTH: Ca Hng Ngc M
4.4.3.11. Cc tiu ch khc: Bng 24: Mc hi lng v cc tiu ch khc VT: % Mc hi lng Tiu ch 1. Thanh ton, chuyn khon 2. Cc tin ch ca th 3. Thi phc v ca nhn vin ngn hng Khng hi lng 3,4 0 0 Tm c 13,3 13,3 11,7 Hi lng 83,4 86,7 88,3
(Ngun: Kt qu iu tra trc tip 60 khch hng) Vi nhiu tin ch nh gi tin, thanh ton tin hng ha, thanh ton tin in, nc, nhn kiu hi t nc ngoith ATM E-Partner phn no p ng c nhng nhu cu thit yu ca khch hng, a s khch hng u cm thy hi lng v cc tin ch ca th t l 86,7% v 88,3% khch hng cm thy hi lng v thi phc v ca nhn vin ngn hng. V dch v thanh ton, chuyn khon th c 83,4% khch hng cm thy hi lng, tuy nhin vn cn 3,4% khch hng cm thy khng hi lng v thanh ton v chuyn khon. 4.5. Nhng kh khn m khch hng gp phi khi s dng th: Mt vn m ngn hng cng nn quan tm l tm hiu xem nhng kh khn no m khch hng thng gp phi, c th nhanh chng khc phc v ci thin nhm phc v khch hng tt hn. Nh vy trong qu trnh giao dch th khch hng gp phi nhng tr ngi no? Bng 25: Nhng kh khn m khch hng thng gp phi Ch tiu My h, my ht tin i ch lu khi rt tin My ATM nut th Tn s 33 25 6 T l (%) 55,0 41,7 10,0
5 8,3 Trng hp khc (Ngun: Kt qu iu tra trc tip 60 khch hng) Qua s liu phn tch trn ta thy kh khn m khch hng thng gp phi khi s dng dch v th ATM l tnh trng my h, my ht tin, l do l do b cp in hoc nhn vin ngn hng cha kp chuyn tin n khi ht. khc
57
SVTH: Ca Hng Ngc M
phc tnh trng ny th nhn vin nn tip thm tin nhiu hn, thng xuyn kim tra s tin cn li trong my kp thi cung ng khi cn thit. Bn cnh th 41,7% kin phn nn trong gi cao im v nhng ngy u thng hoc cui thng h phi ch i lu mi rt c tin ti cc im t my. iu ny cho thy s lng my ATM ca VietinBank vn cha phc v nhu cu s dng thng xuyn dch v ny ca khch hng. c bit l khu cng nghip Giao Long l ni thng xy ra tnh trng ny bi v lng cng nhn th rt ng nhng hin ti th ngn hng ch mi t 1 thng th ti y. Ngoi ra cng cn nhiu kh khn na m khch hng gp phi nhng chim t l rt nh: nh khng in c ha n, my ATM nut th, rt phi tin cVietinBank nn c ring mt i ng nhn vin chuyn vic sa cha v c k hoch bo tr h thng my ATM nh k nhm pht hin v khc phc sai hng kp thi nng cao hn na cht lng cng nh tui th ca my. 4.6. kin, xut ca khch hng v dch v th ATM ca ngn hng Cng thng: hot ng ca ngn hng ni chung v dch v th ni ring ngy cng hon thin, pht trin bn vng th ngn hng cn phi thng xuyn tip xc vi khch hng, lng nghe nhng kin v xut ca h, bi v h chnh l ngi trc tip s dng dch v nn s hiu v bit h cn g nht: Bng 26: kin, xut ca khch hng v dch v th ca ngn hng Ch tiu Tng thm s my ATM v ni chp nhn th (POS) Tng tnh an ton cho s tin gi trong ti khon Kt ni vi nhiu ngn hng khc Tng thm mc li sut Gim ph pht hnh th Tng s tin rt cho mi ln Rt ngn thi gian lm th Tng thm nhiu dch v km theo Thi phc v ca nhn vin ngn hng Tn s 36 32 25 23 20 18 14 9 T l (%) 60,0 53,3 41,7 38,3 33,3 31,7 23,3 15,0 8,3
5 (Ngun: Kt qu iu tra trc tip 60 khch hng)
58
SVTH: Ca Hng Ngc M

70 60 50 41,7 40 30 20 10 0
Tng Tng Kt ni thm s tnh an vi my ton cho nhiu ATM v th ngn POS hng khc Tng Gim ph Tng s Rt Tng mc li pht tin rt ngn thm sut hnh th mi ln thi gian nhiu lm th dch v km theo Thi phc v ca nhn vin Phn trm (%)
60,0 53,3
38,3 33,3 31,7 23,3 15,0 8,3
Hnh 20: Nhng xut ca khch hng Theo s liu phn nh th a s khch hng u kin ngh ngn hng nn tng thm my ATM , my POS chim t l 60%. Khch hng cng rt quan tm n mc an ton i vi s tin gi trong ti khon c 53,3 % khch hng kin ngh nn tng tnh an ton cho s tin gi trong ti khon. V 41,7% khch hng ngh nn kt ni vi nhiu ngn hng khc na. Bn cnh , vn v li sut cng c kh nhiu khch hng ch ti. C khong 38,3% kin cho rng ngn hng cn tng mc li sut ln na. Bi h hy vng trong tng lai, s tin m h gi vo ti khon s mang li li nhun cao hn hin nay, thay v s tin h s em u t cho vic khc nhng mc mo him cao. Nu ngn hng nh ra mc li sut m h chp nhn c, th thi gian ti y, ngn hng s thu ht c thm mt lng vn nhn ri ln. Ph pht hnh th cng c khch hng quan tm nhiu, 33,3% khch hng kin ngh ngn hng nn gim mc ph pht hnh xung cho ph hp hn. Khch hng cng ngh rt ngn khon thi gian lm th chim t l 23,3%.
59
SVTH: Ca Hng Ngc M
v Nhng a im cn t thm my: Bng 27: V tr t thm my ATM Ch tiu Khu cng nghip Cc tuyn ng chnh Khu dn c Tn s 16 9 13 T l (%) 26,7 15,0 21,7
28,3 17 Nhng ni khc (Ngun: Kt qu iu tra trc tip 60 khch hng) Vic t thm my l iu m khch hng quan tm nhiu nht; 26,7% khch hng kin ngh t thm my cc khu cng nghip v y thng xy ra tnh trng khch hng phi ch i lu vo nhng t cui thng v cng nhn thng c nhu cu lnh lng rt ng; 21,7% ngh t thm my khu dn c; 15% khch hng yu cu t thm my cc trc ng chnh, v 28,3% khch hng mun ngn hng b tr thm my nhng ni ng ngi qua li nh y ban nhn dn, trng hc, cc c quan Ngn hng nn xem xt nhng kin ngh ny ca khch hng c hng ci thin cho ph hp hn ch trng hp khch hng phi ch i lu khi rt tin. v Mc li sut khch hng mong mun: Bng 28: Mc li sut mong i Mc li sut 0,4 0,5 Tn s 7 36 T l (%) 11,7 60,0
7 11,7 0,6 (Ngun: Kt qu iu tra trc tip 60 khch hng) a s khch hng u mong mun c c mc li sut cao, khong 60% khch hng mong mun mc li sut l 0,5%; 11,7% khch hng ngh mc 0,4%, v 11,7% khch hng xut mc li sut kh cao 0,6%. Qua bng s liu cho thy rng khch hng ai cng mong mun c hng mc li sut cao hn hin gi, l tm l chung
60
SVTH: Ca Hng Ngc M
v kin khch hng v khong thi gian lm th hp l: Bng 29: Kin ngh v khon thi gian lm th Ch tiu 3 ngy Tn s 37 T l (%) 61,7
11,7 7 4 ngy (Ngun: Kt qu iu tra trc tip 60 khch hng) Theo s liu thng k th c 61,7% kin cho rng t lc ng k cho n khi nhn th khong 3 ngy l va. Mt iu rt d hiu, cng l tm l chung ca mi ngi, ch m th khi c nhu cu v mun c s dng trong thi gian sm nht, yu t nhanh chng lun c a chung hn c. Hin mt s ngn hng khc c chnh sch rt ngn thi gian pht hnh th. V vy, VietinBank cng nn c gng hn na trong vic rt ngn thi gian m th v chc chn y cng l yu t khin khch hng quan tm v s dng n dch v th ca ngn hng nhiu hn. Nh vy th mong mun ny c ph thuc vo thu nhp v tui ca h khng? Ta s dng phng php phn tch bng cho thy c mi lin h gia chng. Mong mun dng thm cc dch v khc theo thu nhp: Bng 30: Mi quan h gia thu nhp v mong mun s dng thm dch v VT: % Mong mun s dng dch v Khng C Thu nhp (triu ng) <1 1,5 2 2 - 3 > 3 16,7 83,3 18,8 81,2 17,6 82,4 6,7 93,3
100 100 100 100 Tng (Ngun: Kt qu iu tra trc tip 60 khch hng) Nhn vo bng s liu ta c th thy rng, mc th nhp no cng c mong mun c s dng thm nhiu dch v mi km theo chc nng ca th. C th l mc thu nhp di 1 triu c 83,3 % khch hng c mong mun s dng thm dch v mi, mc thu nhp t 1,5 - 2 triu c 81,2% khch hng c mong mun s dng thm dch v mi; 82,4% khch hng mc thu nhp 2 3 triu cng cho bit l h rt mun s dng thm dch v mi km theo tng thm
s thun tin v nhanh chng. Cn mc thu nhp trn 3 triu th c 93,3% khch hng cng mong mun s dng thm dch v khc ngoi nhng dch v hin c. Cn c vo c th nhn xt rng khng c s chnh lch nhiu v mong mun s dng thm dch v gia nhng khch hng nhng mc thu nhp khc nhau. Mc tiu ca ngn hng l em li s tin li cho khch hng, ch cn b ra mc ph rt nh nhng khch hng s nhn c s nhanh chng, tin li khi s dng cc dch v km theo. C l nh vy nn d khch hng c mc thu nhp cao hay thp u mong mun c s dng nhng dch v mi ca ngn hng. Ta s dng phng php phn tch bng cho gia 2 bin mong mun s dng dch v v thu nhp thy mi quan h gia chng. Ta dng kim nh Chi-bnh phng vi gi thuyt: H0: khng mi quan h gia thu nhp v mong mun s dng dch v. H1: c mi quan h gia thu nhp v mong mun s dng dch v. Da vo kt qu phn tch Chi-bnh phng cho thy rng Signficance P.value = 0,774 > 0,05 nn chp nhn gi thuyt H0 mc ngha 5%. Nh vy d mc thu nhp no th khch hng u mong mun s c s dng thm nhiu dch v, tin ch i km vi chc nng th ATM. 4.7. Xu hng s dng th trong tng lai ca khch hng: Nh phn tch phn trn, ta thy v pha ngn hng cn phi c s n lc hn na gp phn nng cao uy th, danh ting ca mnh, c bit l trong lnh vc kinh doanh th. Do mt trong nhng yu t gp phn to thm s thnh cng ca ngn hng l vic nh gi c mc hi lng ca khch hng i vi dch v m ngn hng cung cp c bin php hon thin hn na. Bn cnh ngn hng cng khng nn qun i vic nm bt nhu cu ca khch hng trong hin ti v tng lai thy c nhng xu hng ca khch hng m ngn hng s p ng. Do vy m vic tm ra xu hng trong tng lai ca khch hng v th ATM l iu rt quan trng. Trc tin ta nn tm hiu xem khch hng c d nh thay i loi th ang s dng khng, a s khch hng u cha c nh, c th qua bng s liu sau:
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SVTH: Ca Hng Ngc M
Bng 31: nh thay i th ang s dng Ch tiu Khng chc chn Cha bit Tn s 5 51 T l (%) 8,3 85,0
4 6,6 Chc chn (Ngun: Kt qu iu tra trc tip 60 khch hng) Nh vy, trong 60 khch hng c phng vn th c 93,3% khch hng cha c nh ny; cn 6,6% khch hng c nh thay i th. Nhng khch hng khng c nh i th c l v h quen s dng th ca VietinBank, h cm thy hi lng v cht lng dch v. Tuy nhin ngn hng cng cn lu rng vn cn c t l khch hng khng mun tip tc s dng th ca ngn hng, c th v l do c nhn nhng ngn hng cng phi xem xt li mnh, ghi nhn nhng thnh qu t c v nghim tc nh gi xem mnh cn nhng im no cha tt hay khng. Lun phn u hon thin mnh thu ht thm nhiu khch hng mi v gi chn khch hng c. Mt vic cng khng km phn quan trng l tm hiu nhu cu s dng th trong tng lai ca khch hng. Khi khch hng c hi l c d nh m thm ti khon na khng th c kt qu nh sau: Bng 32: D nh m thm ti khon
VT: %
Ch tiu Khng chc chn Cha bit
D inh m thm ti khon 6,7 56,7
D nh lm th ca VietinBank 5,0 36,7
36,7 58,4 Chc chn (Ngun: Kt qu iu tra trc tip 60 khch hng) C 36,7% khch hng c nh s m thm ti khon s dng trong tng lai v mt iu ng mng l khi c hi Nu m thm ti khon mi th s m th ca VietinBank ch?th c 58,4% khch hng tr li l c d nh lm th ca VietinBank. iu ny mt ln na khng nh rng ngn hng gi c v tr kh vng chc trong lng khch hng.
63
SVTH: Ca Hng Ngc M
Trong kinh doanh bt k lnh vc no cng vy, nu doanh nghip c th thu ht v to c mt lng khch hng trung thnh th nhng khch hng ny s em li rt nhiu li ch cho doanh nghip. Khch hng trung thnh l nhng ngi thng xuyn s dng hng ha, dch v ca mnh, iu ny cng c th c nh gi thng qua vic khch hng c sn sng gii thiu vi nhng ngi khc v dch v ca mnh hay khng, khi c hi v iu ny th c 76,6% khch hng cho bit l h chc chn s gii thiu vi ngi khc v dch v th ATM ca VietinBank, c th qua bng sau: Bng 33: Gii thiu v ngn hng Cng Thng - Vietinbank Ch tiu Khng chc chn Cha bit Tn s 2 12 T l (%) 3,4 20,0
46 76,6 Chc chn (Ngun: Kt qu iu tra trc tip 60 khch hng) Tuy y ch l d nh nhng cng l du hiu lc quan cho ngn hng, iu ny chng t rng dch v th ca ngn hng chinh phc c khch hng, bi v c cm thy hi lng v tin tng vo ngn hng th khch hng mi gii thiu vi bn b v ngi thn ca mnh. 4.8. Tng kt im s v s hi lng ca khch hng n dch v th ATM ca VietinBank: Nhn vo bng 34 ta thy rng a s khch hng u rt hi lng v uy tn v danh ting ca ngn hng chim t l 91,6%. Khch hng cng rt hi lng v cc tin ch v dch v km theo th c 86,7% khch hng cm thy hi lng v iu ny. Th ATM c thit k vi rt nhiu tin ch, mc tiu l to nn s thun tin cho khch hng, th khng nhng l mt v tin in t m n cn l ngi bn thn thit trong th gii s ny. i ng giao dch vin ca ngn hng bn cnh vic vng vng v nghip v th lun rt nhit tnh, ha nh vi khch hng, do vy khch hng cng rt hi lng v thi phc v ca nhn vin ngn hng chim t l 88,3%. Dch v thanh ton v chuyn khon ngy cng c hon thin v nng cao cht lng nn phn no tha mn c nhu yu cu ca khch hng, chng t l
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SVTH: Ca Hng Ngc M
83,4% khch hng cm thy hi lng v iu ny, tuy nhin vn cn mt t l nh cm thy cha hi lng Bn cnh nhng th mnh , ngn hng cng khng trnh khi s phn nn ca ngi dng th. C ti 13,3% khch hng khng hi lng v s tin v s ln rt tin mi ngy, h cho rng hn mc nh vy l t hn so vi cc ngn hng khc v ngh ngn hng cn khc phc hn ch ny. c bit 15% khch hng cha hi lng v mc ph pht hnh th hin gi ca ngn hng, h cho rng mc ph ny vn cn cao. Mc li sut cng l vn c khch hng quan tm. Hin ti, ngn hng p dng mc li sut bng vi li sut khng k hn 0,3%. Tuy nhin, a phn ngi s dng nh gi mc li sut ny vn thp l do s tin h gi vo ti khon cha nhiu, hoc do mc rt v gi tin ca h thng xuyn, thc hin nhiu ln trong thng thy r hn v mc hi lng cng nh khng hi lng ca khch hng v dch v th E-Partner i vi tng tiu ch c th nh th no, ta s xem xt qua bng s liu c tng hp li nh sau:
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SVTH: Ca Hng Ngc M
Bng 34: nh gi chung mc hi lng ca khch hng v dch v th E-Partner Hon ton khng hi lng STT Ch tiu (20 im) T l % 1 2 3 4 5 6 7 8 9 10 Hnh nh, uy tn ca ngn hng Th tc lm th Thi gian m th Mc ph pht hnh th Li sut Cc tin ch ca th Hn mc v s ln s dng/ngy H thng my ATM & POS Dch v chuyn tin v thanh ton Thi phc v ca nhn vin 0,0 0,0 0,0 0,0 0,0 0,0 1,7 0,0 1,7 0,0 Khng hi lng (40 im) T l % 0,0 1,7 3,3 15,0 5,0 0,0 13,3 1,7 1,7 0,0 Bnh thng (60 im) T l % 8,3 31,7 65,0 26,7 56,7 13,3 71,7 55 13,3 11,7 Hi lng (80 im) T l % 73,3 55,0 30,0 58,3 36,7 66,7 11,7 41,7 61,7 73,3 Rt hi lng ( 100 im) T l % 18,3 11,7 1,7 0,0 1,7 20 0,0 1,7 21,7 15,0
(Ngun: Kt qu iu tra trc tip 60 khch hng)
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SVTH: Ca Hng Ngc M
Thng qua nghin cu nh tnh, c th l da trn M hnh nghin cu nhng nhn t nh hng n nh v quyt nh s dng th ATM ti Vit Nam ca PGS.TS L Th Gii v ThS. L Vn Huy kt hp vi M hnh l thuyt v CSI trong lnh vc ngn hng v nhng tin ch thit thc m khch hng nhn c thng qua vic s dng dch v th ATM, ta xc nh c cc yu t c trng cn phi o lng xc nh c mc hi lng cng nh khng hi lng ca khch hng v dch v th ATM ca VietinBank. Tip , sau khi c a vo bng cu hi iu tra v em i phng vn trc tip 60 khch hng, cc yu t ny c lng ha thng qua thang Liket (ch yu l 5 la chn). V by gi ta s s dng thang im 100 tng kt li im ca tng bin s cng nh im trung bnh ca tt c cc yu t c th . Kt qu thu c trong bng sau: Bng 35: Tng kt im trung bnh v dch v th ATM im trung bnh 81,92 81,34 80,66 80,06 75,4 68,74 68,66 67,08 66,02 58,04
STT 1 2 3 4 5 6 7 8 9 10
Ch tiu
Hnh nh, uy tn ca ngn hng Cc tin ch ca th Thi phc v ca nhn vin Dch v chuyn tin v thanh ton Th tc lm th H thng my ATM & POS Ph pht hnh th Li sut Thi gian m th Hn mc v s ln s dng/ngy
72,79 Tng (Ngun: Kt qu iu tra trc tip 60 khch hng)
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SVTH: Ca Hng Ngc M
im s trung bnh v s hi lng ca khch hng v dch v th ATM ca VietinBank l 72,79%. iu ny cho thy hin ti khch hng hi lng v dch v th ATM ca Vietinbank, ngn hng khng ngng phn u c th phc v tt nht nhu cu khch hng, hon thnh tt mc tiu m ngn hng ra. Tuy nhin bn cnh nhng thnh cng th ngn hng cng cn mt s tn ti, ngn hng phi c gng n lc hn na c th gi v tr hng u trong dch v th ni ring v trong tt c mi lnh vc hot ng ca mnh, xng ng vi nim tin m khch hng dnh cho. Thng qua bng kt qu trn, ta thy mc tiu trc mt ca VietinBank l cn tng lng khch hng rt hi lng v rt trung thnh ln trong nm sau bng cch ci thin trc mt 5 trn 10 tiu ch ban u a ra: - Hn mc giao dch v s ln s dng trong ngy (58,04 im) - Ph pht hnh th (68,66 im) - Li sut (67,08 im) - Thi gian m th (66,02 im) - H thng my ATM v my POS (68,74 im) y l 5 vn m VietinBank cn gii quyt nhanh trc tin thu ht thm lng khch hng tim nng ngy cng tng trn th trng. C th gii php marketing hon thnh mc tiu ny s c cp trong chng sau.
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SVTH: Ca Hng Ngc M
Chng 5 MT S GII PHP NHM NNG CAO MC HI LNG CA KHCH HNG V DCH V TH ATM CA NGN HNG TMCP CNG THNG BN TRE
5.1. Nhng tn ti v nguyn nhn ca nhng tn ti: 5.1.1. Nhng tn ti trong kinh doanh dch v th ATM trong nhng nm qua: - Hin nay, kh khn u tin v c xem l ln nht i vi VietinBank ni ring v tt c cc ngn hng pht hnh v s dng th ni chung l thi quen ca ngi Vit Nam ch thch s dng tin mt trong thanh ton. Theo thng k hin nay, mc d s lng khch hng m th kh ng nhng 90% cc khon chi tiu c nhn vn ch yu bng hnh thc thanh ton tin mt trc tip. a s dn chng cn quan nim dch v ngn hng l xa x. y l nguyn nhn quan trng khin hot ng thanh ton th khng pht trin mnh c nh mong i, gy kh khn n vic pht trin s lng ch th cng nh s n v chp nhn th.
- Bn cnh , i ng nhn vin Marketing ca ngn hng khng nhiu, cha
c phng Marketing ring bit, do cn gp mt s kh khn trong hot ng Marketing cho th, hot ng marketing cha mnh v cha c tnh chuyn nghip cao. - Mt thc trng na l l s chng cho, trng lp trong hot ng Marketing gia Hi s chnh vi cc chi nhnh, v cc NHTM vi nhau. Chnh s chng cho ny i khi khng nhng lm gim ng k hiu qu ca cc hot ng Marketing ngn hng m cn c s phn tc dng khng mong mun. - D lng my ATM chp nhn th ca VietinBank kh nhiu so vi cc ngn hng cnh tranh song so vi lng khch hng s dng th ngy cng tng trn th trng hin nay th s lng my vn cha tha mn c nhu cu rt tin mt ca khch hng. - Lin minh gi cc ngn hng vn cn cha ng b, mc ph khi giao dch qua nhng my trong lin minh cn cao, mc ph giao dch ti h thng giao dch t ng ca cc ngn hng trong Banknet l 3.300 /giao dch, iu ny gy ra
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SVTH: Ca Hng Ngc M
tm l ngn ngi cho khch hng. Vn gi gn an ninh trong dch v th ngy cng kh khn hn. 5.1.2. Nguyn nhn ca nhng tn ti: - Nguyn nhn u tin l nn kinh t Vit Nam ang chuyn t sn xut hng ha nh, bao cp tp trung sang nn kinh t th trng, vic thanh ton trong dn c ph bin vn l bng tin mt. Mt nguyn nhn khc khin ngi dn cha thanh ton bng th l do tin ch ca th ngn hng cha cao, iu ny s gy mt thi gian nh hng n tm l ngi dng th. Khch hng cho rng, nu dng th thanh ton hng ha th phi n quy c t my qut th v phi mt 5 - 10 pht mi hon thnh xong giao dch. Trong khi , rt tin mt t my ATM t ngay snh siu th ri tin hnh thanh ton vn nhanh hn. - Cng cn phi ni ti nhng chi ph m mt NHTM c php chi cho hot ng Marketing. Chi ph ca cc NHTM cho hot ng Marketing phi nm trong gii hn chi ph tip th do B Ti chnh quy nh. Thc t t l ny l qu thp so vi thng l quc t. Do , nu mun tng cng hot ng marketing th cng gp phi s hn ch ny, iu ny cng nh hng nhiu n hiu qu Marketing. - Nguyn nhn tip theo l s d trong h thng ATM xy ra nhng v mt tin trong ti khon ca khch hng th bn cnh nguyn nhn l do nhn thc ca khch hng v thanh ton th cn hn ch, nhiu khch hng cha c thc trong vic s dng th nh l s ti khon cng nh m PIN ca th v b k gian li dng ly tin, th nguyn nhn su sa l do dng th m cc ngn hng ang s dng bc l mt s hn ch, i hi cn phi thay th bng dng th mi thng minh v an ton hn. T nhng hn ch v nguyn nhn c bn trn, VietinBank cn c gii php v chin lc ph hp, kp thi v nhanh chng nhm hon thin v nng cao hiu qu hot ng ca dch v th, phc v tt nht theo nhu cu ca khch hng.
70
SVTH: Ca Hng Ngc M
5.2. Cc gii php nhm nng cao mc hi lng ca khch hng v dch v th ATM: 5.2.1. Nhng im mnh, im yu, c hi, e da trong kinh doanh dch v th ATM: 5.2.1.1. im mnh:(S) - S1: Theo kt qu iu tra khch hng cho thy rng khch hng rt tin tng vo uy tn ca ngn hng. Dng th ATM ca ngn hng TMCP Cng thng Vit Nam xut hin sm nht ti Bn Tre t nm 2005 vi thng hiu Incombank, nn c nhiu ngi bit n v tin tng hn so vi cc ngn hng khc. To dng c uy tn, thng hiu l iu m bt k doanh nghip no cng mun hng n, thng VietinBank to c ch ng trong lng khch hng th c th xem y l mt thnh cng ban u, l nn tng gt hi nhng thnh cng khc na. - S2: Nm ngay trung tm thnh ph, khu dn c ng c, gn siu th, ch, trng hc...thun li cho hot ng kinh doanh. - S3: L thnh vin ca lin minh Banknet, lin minh th vi nhiu ngn hng ln nh, c bit l vic kt ni mng ATM ca 2 lin minh Banknet v Smartlink do khch hng ngoi vic thc hin giao dch thng qua my ca ngn hng Cng thng m cn c th thc hin giao dch thng qua my ca cc ngn hng khc trong lin minh. iu ny to nn s thun tin cho khch hng, lm cho khch hng cm thy hi lng v c th thc hin giao dch nhiu ni hn. - S4: i ng nhn vin nhit tnh, giu kinh nghim, c chuyn mn cao, c tinh thn trch nhim cao trong cng vic; c s on kt gia ban lnh o ngn hng v nhn vin. - S5: Nh phn tch chng 4 ta thy rng khch hng cng rt hi lng v cc dch v v tin ch ca th. y cng l mt li th ca ngn hng, bi v xu hng ngy nay l khch hng thch s tin dng v hin i, nu th ATM EPartner ca ngn hng c th kt hp thm nhiu cng dng v tin ch na th chc chn s thu ht c mt lng khng nh khch hng.
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SVTH: Ca Hng Ngc M
5.2.1.2. im yu:(W): - W1: Cha c phng Marketing ring bit, cha to iu kin tt cho nhn vin Marketing pht huy ht kh nng ca mnh. - W2: Ti thi im nghin cu th ngn hng vn cha p dng hnh thc thu chi, iu ny cng mt phn gy tr ngi cho Ngn hng. Bi v a s cc c quan khi la chn ngn hng thc hin chi lng qua th th bn cnh nhng yu t nh phn tch chng 4 th h cn quan tm n thu chi. - W3: Mng li hot ng cha ph ht cc vng nng thn (ch yu th x, thnh ph). Vng nng thn vi s lng dn c ng c, l mt th trng y tim nng nhng hin ti th s lng ngi dn s dng th cng khng nhiu, cn phi c nhng gii php khuyn khch ngi dn s dng th nhiu hn. - W4: Qua kt qu phng vn cho thy khch hng vn cha hon ton hi lng v thi gian lm th ca ngn hng, khch hng nh gi thi gian ny cn chm. y cng l hn ch lm gim kh nng cnh tranh ca VietinBank so vi cc ngn hng khc. - W5: Ph pht hnh th cng cn kh cao y cng l nguyn nhn lm hn ch lng khch hng s dng th ca ngn hng. 5.2.1.3. C hi:(O) - O1: Nh nc khuyn khch ngi dn s dng phng tin thanh ton khng dng tin mt c th l Ch th 20 ca Chnh ph v vic chi lng qua th cho cc i tng hng lng t ngn sch Nh nc. Hng ng theo ngh nh ny th hu ht cc doanh nghip u thc hin vic chi lng cho nhn vin qua th, do nu ngn hng bit nm bt thi c kp thi th y s l mt c hi ln ngn hng thu ht thm nhiu khch hng mi cho mnh. - O2: Khi Vit Nam gia nhp WTO, c bit l khi cu Rch Miu c xy dng xong, giao thng thng thong th c rt nhiu doanh nghip u t vo xy dng nh my, x nghip ti Bn Tre. Ni bt trong s l khu cng nghip Giao Long c xy dng, nhu cu s dng th ca cc doanh nghip rt ln. Nu ngn hng cng thng nm bt thi c kp thi th y s l mt th trng y tim nng.
72
SVTH: Ca Hng Ngc M
- O3: C nhiu trng Trung hc ph thng trn a bn, lng hc sinh rt nhiu, c bit l cc em hc sinh lp 12 sp thi Cao ng, i hc y l lc lng khch hng tim nng rt ln ca ngn hng bi v cc em sp phi sng xa gia nh, do nhu cu s dng th ATM l rt cao. 5.2.1.4. e da:(T) - T1: Lnh vc th l th trng y tim nng pht trin, nht l hin nay khi nc ta gia nhp WTO, do cc ngn hng trong nc v nc ngoi tham gia vo dch v th ngy cng nhiu. C rt nhiu i th cnh tranh a bn, nu ngn hng khng c chin lc cnh tranh ph hp th s d dng nh mt th phn ca mnh. - T2: Vic gi gn an ninh trong dch v th ngy cng kh khn, lm mt lng tin khch hng. Thc trng k gian dng th gi rt tin trn th ATM dn n vic khch hng khng rt tin nhng tin trong ti khon khng cnh m bay nh hin nay gy ra tm l lo ngi, ngi dn khng an tm khi gi tin qua th.
73
SVTH: Ca Hng Ngc M
5.2.2. Xy dng ma trn S.W.O.T tm ra nhng gii php nng cao mc hi lng ca khch hng v dch v th ATM:
Nhng im mnh (S)
S1. VietinBank l ngn hng u tin pht hnh th trn a bn, c nhiu ngi tin tng.
Nhng im yu (W)
W1. Cha c phng marketing ring bit. W2.Ti thi im nghin cu th VietinBank vn cha p dng hnh thc thu chi. W3. Mng li giao dch cha ph ht cc vng nng thn (ch yu th x, thnh ph) W4. Thi gian m th cn tng i chm. W5. Ph pht hnh th cn cao.
SWOT
S2. Nm ngay trung tm thnh ph, gn ch, siu th, trng hc. S3. Lin minh th vi nhiu ngn hng. S4. i ng nhn vin nhit tnh, nng ng, c trnh chuyn mn cao. S5. Th ATM a tin ch, a chc nng (thanh ton, chuyn khon, np tin in thoi.)
Cc c hi (O)
O1. Ch th 20 ca Chnh ph v
Cc chin lc SO
Cc chin lc WO
(O3+S2,S4,S5): Tng cng (W3+O2): M rng mng

ATM nhiu ni. (W1+O1): Tng cng hot
vic chi lng qua th cho cc i cng tc Marketing vo cc trng li phn phi, t thm my tng hng lng t ngn sch THPT. Nh nc. (S1,S3,S4+O1,O2): C nhiu
O2. Khu cng nghip Giao Long hnh thc khuyn mi hp dn, c ng Marketing cho v th, thc c xy dng, nhu cu s dng bit gi chn nhng khch hng c hin tt khu chm sc khch hng th ca cc doanh nghip rt ln. O3. Nhiu trng THPT trn a bn Lng khch hng tim nng rt ln. O4. Nhu cu s dng th tng cao v thu ht khch hng mi. (W2+O2,O3): Tng thm tnh nng tin ch v cc dch v km theo cho th E-Partner.
Cc mi e da (T)
T1. Nhiu ngn hng trn cng a bn, nhiu i th cnh tranh. T2. Vic gi gn an ninh trong lm mt lng tin khch hng.
Cc chin lc ST
(S1,S4,S5+T1): Gi vng v nng cao uy tn ca ngn hng. (S3+T2): Tng cng an ninh
Cc chin lc WT (W4+T1): Rt ngn thi gian

lm th.
(W5+T1): C chin lc gi
hp l.
dch v th ngy cng kh khn, cho dch v th.
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SVTH: Ca Hng Ngc M
5.2.3. Nhng gii php nhm nng cao hiu qu kinh doanh dch v th ATM ca VietinBank: 5.2.3.1. Gi vng v ngy cng nng cao uy tn ngn hng: Bt c mt doanh nghip no cng u xem vic xy dng v qung b thng hiu l nhn t ht sc quan trng trong hot ng kinh doanh. Khi to c du n v thng hiu vi x hi ni chung v khch hng ni ring, doanh nghip s tr nn rt li th trong vic a sn phm dch v ca mnh n tay ngi tiu dng. Mt thng hiu mnh ch c th c xy dng bn vng bi uy tn v cht lng sn phm, trch nhim i vi khch hngNgc li, uy tn kinh doanh ca doanh nghip l nhn t quyt nh sc mnh ca thng hiu. i vi Ngn hng cng th, uy tn l ti sn v gi i vi mt ngn hng. Theo s liu iu tra cho thy rng, uy tn l tiu ch m khch hng cho l quan trng nht, m da vo khch hng a ra quyt nh la chn s dng th ca ngn hng no. Dng th ATM ca ngn hng TMCP Cng thng Vit Nam xut hin sm nht ti Bn Tre vi thng hiu Incombank, sau nhiu nm hot ng vi thng hiu IncomBank th ngy15/04/2008 ngn hng Cng thng Vit Nam chnh thc ra mt thng hiu mi VietinBank. Ch Vietin cha ng mt ngha p trong ting vit l hm s tin tng hoc uy tn ca ngi Vit, t nc Vit. cng chnh l phng chm hot ng ca ngn hng Cng thng, l mc mc tiu m ngn hng mun hng n. V qua thc t cho thy rng tht s th VietinBank lm c iu , ngn hng tht s em li s tin tng v an tm cho khch hng. to nn uy tn ca ngn hng khng phi l chuyn d dng, khng phi trong mt thi gian ngn c th lm c, l c mt qu trnh. Khi c khch hng tin tng th phi lun gi vng lng tin y v khng ngng nng cao hn na uy tn ca mnh. lm c iu th ngn hng phi lun t khch hng ln v tr hng u, bng mi cch phi lm tha mn khch hng. Lun cng c v hon thin cht lng dch v ca mnh bng nhiu cch: Ngn hng nn hnh thnh b phn t vn th: t vn v cung cp cc thng tin trung thc, chnh xc v sn phm v dch v, to iu kin cho khch hng la chn sn phm dch v ph hp nht.
Xy dng cc phng VIP phc v cc khch hng ln, s dng cc sn phm & dch v ca chi nhnh trong bao gm c khch hng VIP s dng dch v th Sn sng gii p mi thc mc trong qu trnh s dng th ca khch hng 24/24. C nh vy khch hng mi cm thy thoi mi v yn tm khi s dng dch v ca ngn hng. Lp danh sch khch hng thn thuc, khch hng c s d ti khon tin gi cao, doanh s thanh ton cao tin theo di, qun l, thc hin cc bin php chm sc khch hng: gi th, tng qu nhn dp sinh nht hay hp mt cui nm Nhng vic lm ny khng tn nhiu chi ph m li ch ca n mang li l rt ln, khch hng cm thy c quan tm, c tn trng. Mt khi cm thy hi lng th h s gii thiu cho nhiu ngi khc na. 5.2.3.2. Nng cao tin ch v chc nng ca th E-Partner, pht trin thm cc dch v trn my ATM: Cung cp nhiu dch v trn my ATM v m rng chc nng s dng cho th E-Partner s gip VietinBank thu ht khch hng, tng kh nng cnh tranh vi cc ngn hng khc, tng doanh s huy ng tin gi khng k hn v tng ngun thu t ph. D hin nay, lng khch hng s dng dch v ATM vi mc ch chnh l rt tin mt nhng trong tng lai s c nhng thay i mt khi h quen vi vic s dng th. Cc dch v sau cn sm c a vo thc hin: Nng cao tin ch dch v th nh thanh ton cc ha n tin in, nc, in thoi, tr tin xng du qua th Thanh ton cc li ph nh ng hc ph, thanh ton vin ph, ng tin bo him y mnh hn na vic kt ni vi h thng giao dch t ng ca nhng ngn hng khc. thc hin c vic thanh ton khng dng tin mt nh nu trn, ngn hng phi lin h v thng lng vi cc i tc Bu in, in lc, in thoi, in, Nc, Bo him,...gp phn lm tng doanh s v thu ht c nhiu lnh vc quan tm v u t trong dch v th hin nay.
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SVTH: Ca Hng Ngc M
c bit l nn phi hp vi cc trng cao ng, trng ngh, cc c quan doanh nghip trn a bn to ra loi th a nng, va l th sinh vin,th cng nhn vin va l th ATM. Rt gn v tin li, chc chn rng nu thc hin c iu ny th s thu ht c mt lng ln hc sinh, sinh vin s dng dch v ny. Trong thi gian qua, dng th ATM E-Partner ca VietinBank vi nhiu tin ch phc v cho nhiu khch hng trn ton quc, c nhiu s ng h ca khch hng. Tuy nhin, vn ct li nht phc v nhu cu tht s ca khch hng chnh l thu chi th hin ti ngn hng vn cha p dng. Thc cht th thu chi l mt trong nhng hnh thc cho vay khng c ti sn m bo. y l mt hng i ng thu ht khch hng cho ngn hng bi v : - a s khch hng s dng th l Cn b cng nhn vin ang lm vic ti cc c quan, doanh nghip nh nc v doanh nghip t nhn, mc thu nhp hin ti cha trang tri cc chi ph, sinh hot hng ngy thng thng th: tha u thng, thiu cui thng. - X hi ngy cng pht trin, nhu cu mua sm tiu dng ngy cng tng, tic tng, mua sm, du lch ngy cng nhiu. - Bn cnh cn phi trang tri chi ph hc hnh cho con V cn nhiu nhu cu khc na, nu chng ta c th to iu kin gip h ci thin c cuc sng th chc chn khch hng s s dng dch v ca ngn hng ngy cng nhiu. Vic p dng thu chi khng nhng em li li ch cho khch hng, gip khch hng tha mn nhu cu m n cn em li nhiu li ch khc na cho ngn hng: - Gim bt hng triu gi lm vic trong vic cho vay, thu n, thu li, lm bo co ca cn b tn dng, giao dch vin. - Mc ph thu c s thnh cng ngoi d kin - Ri ro c phn tn - Tng trng d n tn dng => Nu th ATM c trang b thm nhng tnh nng v tin ch trn th ti tin rng cht lng v uy tn ca Ngn hng Cng thng trong tng lai s c nng cao v pht trin bn vng. Th ATM s tr thnh ngi bn ng hnh khng th thiu ca mi ngi.
5.2.3.3. Gim thi gian pht hnh th: Chic th ATM tr thnh vt khng th thiu ca kh nhiu ngi. So vi trc y, vic m th tr nn d dng hn rt nhiu. Hn na, s lng ngn hng cnh tranh trn a bn ngy cng tng, nn khch hng cng quan tm nhiu mt hn trong vic m th. Ngi ta ch lm th khi c nhu cu, ai cng mun c s dng th trong thi gian sm nht. Do vy nn ngn hng no c thi gian lm th cng ngn th khch hng s cm thy hi lng hn. Theo nh kt qu phng vn cho thy khch hng vn cha hon ton hi lng v thi gian lm th ca ngn hng. Do , nu ngn hng c gng gim khong thi gian m th xung di 5 ngy th chc chn y cng l mt trong nhng yu t gip khch hng quan tm s dng n dch v th ATM ca ngn hng nhiu hn. 5.2.3.4. C chin lc gi hp l: Gi pht hnh th cng l yu t c khch hng quan tm khi la chn s dng th, ngn hng nn c chin lc gi hp l c th thu ht ht thm nhiu khch hng, lm tng lng khch hng s dng dch v. Gi lm th ch c th b p c mt phn chi ph, cn ph dch v s dng qua th mi l quan trng v u tin. Do , nn c mc gi ph hp khng qu cao cng khng qu thp, va c th ph hp vi nhiu i tng nhng mc thu nhp khc nhau va khng lm mt i gi tr thng hiu th E-Partner ca Vietinbank. Bi v gi th hin gi tr v ng cp ca sn phm v v tr ca Vietinbank. S dng gi ht vng: i vi nhng cng ty, t chc cha c s xm nhp ca cc ngn hng khc hoc sn phm c s khc bit. S dng gi thp: i vi cng ty, t chc c s xm nhp ca i th cnh tranh To s c quyn v sn phm, dch v thng qua gi: v d nh min ph pht hnh cho mt s cng ty, trng hc s dng dch v ca ngn hng vi s lng ln 5.2.3.5. M rng mng li phn phi, t thm my ATM nhiu ni: Cng tc m rng mng li phn phi ng vai tr quan trng trong vic thu ht khch hng. Hin knh giao dch ch yu ca VietinBank Bn Tre l ti tr s chnh v cc phng giao dch, hoc qua h thng giao dch t ng ATM v
POS. thun li cho vic dng th ca ngi dn, ngn hng nn t my nhiu ni nht l phi phn b s lng my hp l nhng khu tp trung dn c ng c. V khch hng s khng tch cc tham gia s dng th nu h ch c giao dch hn ch ti mt s a im nht nh. V vy, yu cu cp thit hin nay t ra vi ngn hng VietinBank Bn Tre l phi bo m p ng c s lng my rt tin t ng ATM vi mng li rng khp, phc v 24/24 gi. Bn cnh , VietinBank cn thng xuyn lin h vi cc a im t my ATM nm c tnh trng ca my nhm khc phc kp thi nhng s c c th xy ra nh my khng tin do cha c cung ng kp thi t pha ngn hng, b treo, hoc trc trc do li k thut, hng b phn no ... Nh vy s trnh c lng ph khi my ngng hot ng ng thi gim s khng hi lng t pha khch hng. Ngoi ra, VietinBank Bn Tre cng nn m thm phng giao dch xung cc vng nng thn v khu cng nghip. Hin ti th ti khu cng nghip Giao Long ch mi c t 1 thng th nn vo nhng ngy cng nhn lnh lng thng xy ra tnh trng ch i, gy nn tm trng kh chu cho khch hng. Mc khc th trong xu th ton cu ha nh hin nay, c th m rng mi quan h hp tc vi cc quc gia trn th gii th iu tt yu l chng ta cn thay i cch thc tip cn, m trc ht l cn thay i cch thc thanh ton trong nn kinh t...Cc ngn hng nn m rng h thng POS l cc my chp nhn thanh ton bng th, c th ATM v th tn dng. Khi ngn hng m bo cho h thng my POS vn hnh tt, ngi dn d dng thanh ton bng th ti cc POS, c nh vy th chc chn ngi ta ch cn gi mt lng tin nh trong ngi. C ngha l s lng tin lu li trong mi ti khon s tng ln, iu ny rt c li cho ngn hng. Tit kim chi ph giao dch, gim ri ro s dng tin mt, thanh ton khng dng tin mt cn mang li li ch rt ln na, l hn ch tnh trng trn thu ca cc n v, h kinh doanh, khng mun minh bch nhn tin thanh ton bng th, v nh th s khai bo chi tit ngun thu ca h trn sao k ti khon ti ngn hng.
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SVTH: Ca Hng Ngc M
5.2.3.6. Tng cng hot ng Marketing trong dch v th v thc hin tt cng tc chm sc khch hng: c c nhiu khch hng, VietinBank Bn Tre buc phi c chin lc v ngh thut Lm th no chinh phc khch hng v lm th no tho mn tt nht nhu cu khch hng? S tho mn khch hng ging nh mt cuc bu c, khch hng ch b nhng l phiu bng tin vo kt st ca ngn hng nu nh h cm thy hi lng vi dch v m ngn hng cung cp. Nh vy bn cnh vic lun hon thin cht lng dch v tha mn tt nht nhu cu khch hng, ngn hng cn phi tng cng hot ng marketing nhm thu ht, li cun s quan tm c bit ca khch hng i vi VietinBank ni chung v VietinBank Bn Tre ni ring. L loi sn phm thuc cng ngh mi, vai tr marketing v truyn thng v cng dng, tnh an ton, tin ch v s ph hp vi s pht trin ca nn kinh t ng mt vai tr quan trng, gip cho ngi dn c mt ci nhn v s hiu bit ton din v loi hnh dch v ny. Trc ht, VietinBank cn thng xuyn a ra nhng chng trnh tuyn truyn mang tnh cht qung co v nhng li ch ca dch v th, cch thc hin giao dch trn my ATM cho khch hng ti nhng ni c nhiu ngi qua li nh: siu th, hi ch, ti cc trng i hc v Cao ng, trung hc dy ngh,... bi h chnh l nhng i tng tim nng cho dch v th trong tng lai. Thu ht khch hng bng vic cung cp nhng thng tin v th trng, v cc dch v ngn hng thng qua vic: F T chc hi ngh khch hng khng ch nhn nhng li khen ngi m cn l nhng kin ng gp thit thc v nhng hn ch ca ngn hng. T chc hi tho v cc vn nhy cm m khch hng v ngn hng ang quan tm tm ting ni chung trong qu trnh ci tin v i mi sn phm dch v. F Bn cnh , ngn hng phi bit tn dng cc phng tin thng tin i chng truyn i nhng tin tc nh trc v sn phm, dch v th hoc hot ng sp ti ca ngn hng: thng bo cho khch hng nhng chnh sch u i, tin ch khi s dng. C rt nhiu cch xy dng hnh nh bng cc hnh thc qung co qua tp ch, sch bo, truyn thanh, truyn hnh, cc hot ng bo tr x hi, hay tham gia hi ch trin lm, t chc cc chng trnh Game show c c hi gii thiu qung b sn phm, tnh u vit ca cng ngh ngn hng.
Nhng iu quan trng hn c l hy khai thc li th ca tng phng tin qung co mt cch ngh thut v ty theo tng thi im thch hp. Chng hn: F Vo cc dp l Tt, th c chng trnh "Hi lc ma xun", hay dp h th t chc bc thm trng thng chuyn i ngh mt... F C chng trnh khuyn mi dnh cho nhiu i tng khc nhau. V d nh tng qu, thm hi cho cc trng hc nhn ngy 20 11; cc c quan, doanh nghip nhn ngy doanh nhn Vit Nam; hay min ph pht hnh cho hc sinh - sinh vin nhn ngy hc sinh sinh vin Vit Nam; tng hc bng v tng qu cho cho cc em hc sinh c thnh tch tt trong nhng k thi i hc Cao ng F Hoc t nhng cch n gin nht chng ta cng c th qung b c thng hiu ca mnh, chng hn ngay trn chng t, bin lai rt tin ngn hng Cng thng c th in qung co v cc dch v ca ngn hng. Nh vy, chng ta s khai thc c li th ca chng t rt tin, l n c tnh lp i lp li, chi ph thp m cng gy c n tng, kh hiu qu trong chin dch qung co. Mt khc, a mng li th n gn hn vi cng chng v thay i thi quen dng tin mt ca khch hng, VietinBank nn thnh lp dch v t vn v lm th tc pht hnh th ATM ti cc my ATM t ni cng cng hoc ni lm vic to iu kin thun li cho khch hng lm th. Nhng chnh sch nh cho ng k s dng ATM ti cc quy dch v ti ni cng cng, min ph m th, hng dn v cho giao dch th s cng c lng tin, s trung thnh v cng khng nh c thng hiu ca chnh ngn hng i vi ngi s dng. Cn c b phn chuyn ph trch v marketing sn phm khng ch cho dch v th, m cho tt c cc sn phm , ang v s c trn th trng. Phng chm m tp th nhn vin VietinBank cn hiu r l: mi cng tc phi th hin r mc tiu ca ngn hng l v khch hng, phc v cho quyn li ca khch hng ch khng n thun ch v mc ch khuyn khch h dng thm sn phm ca ngn hng: F Sau thi gian khch hng khch hng m th ti VietinBank, ngn hng nn c chng trnh "chm sc, thm hi" khch hng, l biu hin ca s
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SVTH: Ca Hng Ngc M
quan tm n khch hng. V n phi c lm trong sut qu trnh hot ng ca ngn hng ch khng ch din ra theo t hay trong mt thi gian ngn. F Thng xuyn tng qu cho nhng khch hng c s d tin gi ln nht hoc nhng ngi gii thiu thm nhiu khch hng s dng dch v th, gi qu nhn ngy sinh ca ch ti khon, hay tng qu khi h c s thng tin trong cng vic, kinh doanh... To dng mi quan h thn thit vi khch hng, bit gi gn v pht trin nhng khch hng truyn thng, bin khch hng mi thnh khch hng quen. Nhn vin ngn hng phi bit cch phc v khch hng tt nht ngay t ban u: n cn thm hi h, nm c nhu cu v gii thiu sn phmlun lm cho khch hng cm thy hi lng bi v khi khch hng hi lng th h s l nhng tuyn truyn vin tch cc cho ngn hng. Ngoi ra, cn c s phi hp vi cc c quan thng tn bo ch xy dng cc chng trnh tuyn truyn v hot ng th, thng qua vic ph bin, gio dc cho mi ngi dn v li ch, tc dng ca th, cch s dng th c bit, ngy nay th Internet ang tr nn rt ph bin vi ngi dn, y cng l phng tin Marketing c sc lan truyn nhanh m chi ph u t khng nhiu, VietinBank Bn Tre nn xy dng mt Website phong ph, cp nht nhng thng tin cn thit cho khch hng, hng dn cch s dng th, gii thiu cc tin ch v dch v th,cng nh cp nht thng xuyn cc chng trnh khuyn mi, c nh vy th dch v th ca ngn hng mi tr nn gn gi hn vi khch hng. Bn cnh , cc ngn hng phi xc nh con ngi l nhn t quan trng nht trong vic thc hin mc tiu pht trin cc sn phm ngn hng ni chung v pht trin cc hot ng Marketing cho dch v th ni ring. Do ngn hng cn m rng v nng cao cng tc o to chuyn vin v Marketing ngn hng. i ng nhn vin Marketing c trnh chuyn mn cao mi c th lm cho hot ng Marketing tr nn vng mnh, pht huy ht sc mnh tuyn truyn ca mnh. Ngn hng c th t chc cc bui hi tho, trao i kinh nghim trong ni b ngn hng, mi cc chuyn gia Marketing gii v dy, c cc b c kinh nghim
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SVTH: Ca Hng Ngc M
v Marketing theo hc nhng kha o to chuyn ngnh Marketing ngn hng nc ngoi. 5.2.3.7. Tng cng hot ng Marketing vo cc trng Trung hc ph thng thu ht khch hng mi: Nu khng c nhng gii php kp thi th rt c th hot ng kinh doanh th ca ngn hng s gp phi kh khn bi v th trng th ang c du hiu b bo ha. Chng ta khng th ch tp trung marketing vo nhng i tng c thu nhp m b qua nhng khch hng tim nng ca chng ta, chnh l cc em hc sinh Ph thng trung hc. Tuy nhng i tng ny cha c thu nhp nhng h vn c nhu cu s dng th, trong tng lai th cc em - nht l nhng em hc sinh lp 12 sp tt nghip, cc em s phi xa nh theo hc cc trng cao ng, i hc hay cc trng ngh. Khi th th ATM s l ngi bn ng hnh khng th thiu ca cc em. Thay v khi c nhu cu nhn tin t gia nh cc em phi tn nhiu thi gian v chi ph tr v nh, gi y vi chic th a nng, ch cn vi thao tc nh cc em cng c th nhn c tin gi t gia nh, va nhanh gn, tin li li tit kim c thi gian. i tng ny chim t l khng nh, nu chng ta thc hin tt cng tc marketing th nht nh s thu ht c mt lng ln khch hng. Nh vy, tng cng cng tc Marketing vo cc trng THPT bng cch no? C rt nhiu cch tip cn: - Ngn hng c th lin h vi nh trng c nhng cuc gp g, ni chuyn trc tip vi cc em trao i v nhng tin ch ca th v nhng ch li m th mang li cho cc em. - Tham gia ti tr cc gii u th thao hay cp hc bng cho cc em c thnh tch tt trong hc tp. - Thng xuyn c nhng t pht hnh th min ph cho cc em hc sinh. - Thit k th c o, mi l ph hp vi la tui cc em. Ring iu ny th ngn hng Cng thng thc hin rt tt, ngn hng c hn mt dng th dnh cho hc sinh sinh vin vi thit k rt d thng, dng th 12 CON GIP. Trn mi th s c in hnh con vt l tui ca ch th, th ny s to nn s snh iu cho cc bn tui teen.
5.2.3.8. Tng cng an ninh trong dch v th: Mc d cng ngh thanh ton ca th ngy cng hin i, l phng tin ct gi tin an ton th nhng n vn tn ti mt s khuyt im, ti phm trong lnh vc th cng ngy cng tinh vi hn. Gn y thng xy ra tnh trng mt tin trong ti khon th, m nguyn nhn ch yu l do cc ch th vn cha xem trng vic gi gn, bo mt cc thng tin lin quan, l mt m ra ngoi ( ba bi, cho mn th, tit l s PIN...), to iu kin cho cc ti phm th li dng. Do , ngn hng ngoi vic hng dn cch qun l th, cng cn phi ch hng dn khch hng cch gi an ton cho ti khon th ca mnh. Bn cnh , tng bc thay i cng ngh th, chuyn dn t th t sang th chip nhm tng tnh bo mt v an ton cho ngi s dng v ngn hng. Do th thanh ton ni a ATM ca VietinBank cng nh cc ngn hng khc cung cp ti Vit Nam hin u l th t, cng ngh lu tr d liu bng di bng t trn th ang bt u lc hu trn th gii bi c nhiu nhc im nh d b n cp thng tin, d b lm gi, d b nhiu hoc mt thng tin khi tip xc vi mi trng t tnh nh my tnh, in thoi di ng, nam chm... Loi th mi s thay th di bng t trn th bng chip in t c chc nng chng gi rt cao v hin ph bin rng ri trn th gii. Tuy y l qu trnh kh khn bi i hi vn ln, chi ph cao, nhng mt khi sn phm c a dng ha p ng c yu cu tt yu th nht nh lng khch hng n vi VietinBank s ngy cng phong ph. Sau y l nhng trng hp c th cn trnh: F Ngi s dng th cn phi ht sc cnh gic v tuyt i khng cung cp cc thng tin c nhn, thng tin v th ATM ca mnh cho ngi khc. c bit, cn phi cnh gic v nhng th, email yu cu tng t nh trn v cc ngn hng khng bao gi yu cu khch hng cung cp nhng thng tin c nhn c lin quan ti th qua cc h thng ny. F Rt nhiu ngi t ra v t khi s dng th: khi i rt tin, h dn theo ngi thn hay bn b, thm ch c khch hng cn c ln ting m PIN li nhiu ln hay nh bn b rt th, dn n nhng s c ng tic xy ra.
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SVTH: Ca Hng Ngc M
Bn cnh , m bo an ton cho vic rt tin t ng, VietinBank cn phi lp t camera ti cc my ATM, tin cho vic theo di cc giao dch ni khch hng, trnh tnh trng ch th b k gian li dng ly tin trong ti khon.
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SVTH: Ca Hng Ngc M
Chng 6 KT LUN V KIN NGH

6.1. Kt lun: S pht trin ca cng ngh mi cng vi nhng thch thc ca qu trnh hi nhp kinh t quc t t ra yu cu cho h thng ngn hng v cc cng ty ti chnh Vit Nam phi tch cc cng c, tng cng nng lc ti chnh, nng lc qun tr theo l trnh quy nh ca Ngn hng Nh nc. ng thi, cc ngn hng phi y mnh vic hin i ho, i mi cng ngh ngn hng, a dng ha sn phm kinh doanh v o to pht trin ngun nhn lc nhm p ng kp thi nhu cu nng cao nng lc cnh tranh, pht trin v hi nhp. H thng giao dch (rt tin) t ng ATM ra i c coi l mt knh ngn hng t phc v chin lc, mt cng c quan trng trong hot ng bn l ca cc ngn hng Vit Nam. Yu cu hin nay l pht trin mnh cc dch v th ATM trn c s p dng cng ngh hin i, a dng ha sn phm th, o to ngun nhn lc, nng cao cc tin ch ca dch v rt tin t ng v lin kt cc ngn hng thnh mt th thng nht, khuyn khch cc thnh phn kinh t, c bit l cc tng lp dn c s dng dch v thanh ton qua ngn hng nhm gim thiu lu thng tin mt. Qua thc tin p dng thanh ton th ATM v dch v rt tin t ng ATM ti VietinBank Bn Tre cho thy lnh vc th l mt th trng y tim nng pht trin. y l mt trong nhng hot ng dch v ang c khch hng hng ng, n nhn v bn thn ngn hng cng ht sc quan tm. Vi u im gn nh, d s dng li c nhiu tnh nng tin ch a dng v nhiu dch v km theo hu ch, th ATM ca VietinBank c s hng ng nng nhit ca kh nhiu khch hng cng nh ngn hng. Dch v ny dn chim c tnh cm ca khch hng trong vic rt tin mt, thanh ton v chuyn khon. n vi dch v, khch hng s tip cn c vi hnh thc thanh ton mi, hin i v to iu kin cho ngi dn lm quen vi vic khng dng tin mt trong thanh ton. VietinBank Bn Tre khng ngng nng cao cht lng phc v ca nhn vin cng nh tng thm s lng my ATM, lin minh vi nhiu
ngn hng v cung cp thm ngy cng nhiu dch v mi hp dn nhm p ng ti a nhu cu a dng ca khch hng. Tuy nhin, trong xu th cnh tranh gay gt gia cc ngn hng nh hin nay, c th chim lnh th phn trn th trng th VietinBank nn cung cp thm nhng tin ch cng nh dch v km theo c bit hn na so vi nhng dch v th ra i trc v c nhng loi th mi chun b xut hin sau ny. Bn cnh , Ngn hng cng cn phi y mnh hn na hot ng marketing, qung b sn phm, c chnh sch thu ht v gi chn khch, ngn hng cn phi c nhng chnh sch, bc i ph hp nhm khc phc nhng kh khn, hn ch ang tn ti trc mt v pht huy c tch cc nhng mt mnh tng bc hon thin v m rng phm vi hot ng cho lnh vc thanh ton khng dng tin mt, gim lng tin mt trong lu thng, thc y cc giao dch trong x hi, to tin vng chc cho qu trnh hi nhp lu di. C nh vy mi a hot ng kinh doanh th thc s xm nhp v ph bin trong mi tng lp nhn dn cng nh nng cao hn na hiu qu hot ng kinh doanh ca ngn hng. 6.2. Kin ngh: 6.2.1. i vi chnh ph: th trng th Vit Nam tip tc pht trin mnh trong tng lai, Chnh ph cn vch ra mt l trnh hi nhp nht nh, a ra nhng chnh sch, vn bn php l ph hp v c th nhm quy nh r quyn v ngha v ca cc bn tham gia. Hn th na, Nh nc cn phi t chc qun l, kim sot mng li t phc v (ATM, cc im bn hng (POS)) v lin kt vi cc h thng EFT (chuyn tin in t Electronic Fund Transfer) khc nhm m bo bnh ng cho cc ch th tham gia kinh doanh, trnh hiu ng thu thu nhp i vi cc im bn hng s dng my POS. Mt khc, Nh nc cn phi tng cng pht trin hn na h thng lin minh th v h thng BankNet. Nh chng ta bit, BankNet l h thng gip cc ngn hng thnh vin kt ni ATM, khai thc v chia s tin ch ca cc ngn hng trong cng h thng. Bn cnh , BankNet s thit lp kt ni tp trung vi cc t chc th quc t, thay v cc n v thnh vin t thc hin. Vic tham gia BankNet ca cc ngn hng s gip cho ngi s dng th ATM ti
Vit Nam thun tin hn rt nhiu trong vic thanh ton qua cc my ATM. Theo kinh nghim pht trin th trng th ti cc nc pht trin, hu nh cc ngn hng pht hnh u phi tham gia t nht mt lin minh hoc mt h thng BankNet. D nhin, nhng ngn hng tham gia lin minh th hoc h thng BankNet sm s c nhng li th nht nh trong vic thu ht khch hng s dng v mt s ngn hng dng li th khng ch cc ngn hng khc mong mun tham gia bng cch nng mc ph tham gia BankNet. Do vy, cn phi c vai tr iu chnh ca nh nc, c th l Ngn hng Trung ng v hip hi th khng ch dng li mc iu chnh hot ng m cn phi gii quyt nhng vn pht sinh mt cch nhanh chng cho lin minh th v h thng BankNet hot ng mt cch tri chy. ng thi, tng tnh an ton trong hot ng ngn hng, m bo cho hot ng ngn hng ngy cng pht trin v phc v tch cc cho cng cuc i mi v tng trng kinh t ca t nc trong giai on mi, Chnh ph cn a ra gii php c th trong vic phi hp cc ngn hng vi cc cp ngnh Cng an c chc nng nhm thc hin cng tc phng chng ti phm v ri ro, nht l trong hot ng kinh doanh th ATM ca ngn hng, gp mt phn vo cng cuc thc hin thng li cc nhim v pht trin kinh t x hi nm 2010. 6.2.2. i vi ngn hng: 6.2.2.1. Hi s VietinBank Vit Nam: Hi s Vietinbank cn c nhng gii php thit thc tng s an ton ca th trng th Vit Nam trong thi gian ti, c cc bin php an ton mng, m bo b mt c nhn trong giao dch in t, c ch an ninh hu hiu chng s xm nhp ca cc hacker m bo vic s dng cc phng tin thanh qua cc giao dch in t, khn trng tin hnh nghin cu vic nng cp cng ngh trong dch v th theo chun EMV. y l chun quc t v th chip do 3 cng ty hng u th gii l Europay, MasterCard, Visa a ra. Th thng minh theo chun EMV l sn phm th c gn chip in t vi b vi x l nh mt my tnh thu nh a chc nng v ng dng, c kh nng lu tr cc thng tin quan trng c m ha vi bo mt cao.
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SVTH: Ca Hng Ngc M
Vi cc tnh nng nh vy, sn phm th chip theo chun EMV khng ch mang li cho khch hng s tin dng m cn gip gim thiu ri ro th gi mo nhm to cho khch hng s yn tm khi s dng. Cho n thi im hin ti th ch mi c Vietcombank pht hnh th theo chun EMV; do , h thng ngn hng Vit Nam ni chung v Ngn hng cng thng ni ring nn nhanh chng xem xt, nghin cu v trin khai pht hnh loi th thng minh ny, c nh vy th khch hng mi cm thy tht s an tm, v hi lng khi s dng dch v th ATM. Bn cnh , xy dng mt Hi s VietinBank vng mnh phi c chnh sch bi dng, o to cn b gii, c chuyn mn cao v u i cho nhn vin ngn hng. Sc mnh ca ngn hng ph thuc vo trnh cn b, nu quyn li kinh t ca cc cn b nhn vin khng c bo m, th h s b i, mang theo cc b mt kinh doanh v VietinBank s b thit hi rt nhiu. Ngoi ra, cng tc thanh tra, gim st cc chi nhnh VietinBank ti cc tnh, thnh ph trong vic kinh doanh th rt tin t ng phi c quan tm ng mc. C s t vn v h tr kp thi trong qu trnh hot ng. Vi mt ngn hng trung ng mnh, mt h thng lut l cht ch, minh bch v c thc thi tt th iu chc chn l khi cc t chc ti chnh quc t vo ch lm tt hn cho nn kinh t Vit Nam, ng thi nhng tc ng tiu cc l c th kim sot v gim thiu c. v xut thm: Ngoi nhng yu t thu thu ht khch hng, cng nn quan tm n i tng l khch du lch: F Kt hp vi cc khch sn danh ting pht ti liu v dch v ng tin mt ATM. F Hp tc vi cc tp ch nh Heritage qung b mng li ATM ca Vietinbank v nhng thun tin mang li cho khch du lch. F S dng mt "ci nhn v cm gic" ng nht v hnh nh thng hiu cho tt c cc ATM mi t ti cc a im du lch. F Lp t ATM ti nhng im du lch ni ting ca Vit Nam. F Tn trang li cc my ATM hin ti, bt u vi cc a im c cc giao dch ng trc tin mt ln.
6.2.2.2. i vi VietinBank chi nhnh Bn Tre: Cn y mnh hn na chin lc marketing cho sn phm th ca mnh. Phi c b phn marketing ring ph trch vic qung co, tip th, cng nh quan h v chm sc khch hng: y l vic cn lm thng xuyn thng tin v th n vi khch hng khng b t qung: F M nhng t khuyn mi, chng trnh bc thm trng thng hp dn thu ht thm khch hng. F Thng xuyn c cc cuc kho st v thng k tm hiu v phn tch xu hng cng nh yu cu ca khch hng. F Lun a ra nhng chng trnh qung b mi v th, bit cch tip cn khch hng: t chc Game show, m nhng t tuyn truyn v cc tin ch trong thanh ton khng dng tin mt cho cc tng lp dn c, gii thiu sn phm th ATM cc siu th, trung tm thng mi, hi ch,... phi hp vi cc phng tin thng tin i chng nh: tivi, bo, i... F C chnh sch tng qu cho cc khch hng truyn thng nhm khuyn khch, ng vin mi ngi dn gi tin qua ngn hng thng qua nhng dch v tin ch, ph hp nhu cu thit thc ca ngi dn. F Ngn hng cng phi c nhng phng n c th ng ph vi nhng trng hp khn cp: nh tip thu nhng nh gi hoc phn nn ca khch hng v c hng gii quyt thch hp kp thi, to nim tin cho khch hng s dng dch v. l cch ngn hng quan tm n khch hng hiu qu nht. F Cn o to v xy dng h thng nhn vin ngn hng thng tho v nghip v cng nh trnh ngoi ng, tin hc, nng cao mc t vn ca cn b ngn hng i vi khch hngT vn, chm sc v tm hiu nhu cu khch hng sau khi m th c th hng dn h cc tnh nng, cch thc s dng v bo qun th ATM. Nhn mnh vai tr quan trng ca m PIN gip khch hng hiu, thao tc rnh r v bo mt thng tin c nhn, hn ch c ri ro khi dng th. C chnh sch khen thng, khuyn khch thch ng cho nhng nhn vin lm tt cng tc khch hng. VietinBank nn c nhng k hoch cng vi cc t chc khc trong vic h tr, nng cao trnh dn tr nhm to nhu cu v s dng dch v th ngn hng trn th trng. Mc d thay i thi quen c ca ngi dn, gip h t gic
tip cn vi dch v hin i khng phi d dng nhng khch hng d l c nhn hay doanh nghip s n nhn cc dch v thanh ton khng bng tin mt nh chuyn tin, chi tr, h tr t vnkhi h thc s thy c li ch ca nhng hot ng ny mang li tiu ch nh r, nhanh chng, chnh xc, an ton v tin li. Trin khai nhanh chng nhng thng tin, yu cu t Hi s VietinBank trong vic pht trin cng ngh mi, xy dng cc quy trnh, quy ch nghip v cht ch. Ch trng nng cao cht lng i ng cn b c v nng lc chuyn mn v o c ngh nghip, tng cng cng tc kim tra, kim sot ni b v qun trit phng chm ch tin hnh pht trin cc nghip v mi khi c y kh nng kim tra, kim sot an ton nhm ngn nga v hn ch thp nht ti phm v ri ro trong hot ng ngn hng. t thm nhiu my ATM ti cc v tr chin lc trong thnh ph. C gng nhanh chng rt ngn khong thi gian lm th xung di 5 ngy. Gn camera quan st v thng xuyn gi lin lc vi ni t my h thng ATM c duy tr hot ng lin tc 24/24 p ng nhu cu s dng ca khch hng. ng thi, tng cng m rng mng li cc chi nhnh, phng giao dch, m cc trung tm lin h gia ngn hng vi khch hng c th phc v cc tng lp dn c mt cch tt nht. 6.2.3. i vi khch hng: Dch v rt tin t ng ca VietinBank thu ht c lng ln khch hng quan tm. Tuy nhin, khch hng ch yu l cn b cng nhn vin chc, t l ngi dn tham gia s dng dch v th cha nhiu v khch hng s dng th ATM cho mc ch rt tin mt hoc chuyn khon l ch yu. V t trc n nay, nhu cu thanh ton bng tin mt tr thnh mt thuc tnh c hu ca ngi dn Vit Nam. Xu hng hin nay trn th gii l vic thanh ton khng dng tin mt, th thanh ton c s dng rt ph bin. Do vy, c th hi nhp cng th gii ngi dn cn thay i cch suy ngh ca mnh, tham gia tch cc hn na bi v dch v th khng nhng mang li li ch cho ngi s dng m cn gp phn vo xu hng pht trin chung ca t nc.
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SVTH: Ca Hng Ngc M
Khch hng c th tm hiu thm v ngn hng, v dch v th vi cc tnh nng hin i v nhiu dch v km theothng qua ngi thn, bn b, cc phng tin thng tin i chng: tivi, bo, iV mi ngi s l mt tuyn truyn vin tch cc, khuyn khch mi ngi cng tham gia s dng dch v th.
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SVTH: Ca Hng Ngc M
TI LIU THAM KHO

&
1. PGS-PTS Phm Ngc Phng, (1996). Marketing trong ngn hng, nh xut bn thng k. 2. TS. Lu Thanh c Hi, (7-2003). Bi ging Nghin cu marketing ng dng trong cc ngnh kinh doanh, ti liu lu hnh ni b khoa Kinh t - Qun tr kinh doanh, trng i hc Cn Th. 3. Thc S Thi Vn i, (2005). Gio trnh nghip v ngn hng. 4. Thc S Phm Th Tri (1998). Gio trnh Chin lc v Chnh sch kinh doanh, ti liu lu hnh ni b khoa Kinh t - Qun tr kinh doanh, trng i hc Cn Th. 5. Tp ch Khoa hc o to v Ngn hng (2006). 6. http://www.google.com 7. http://www.VietinBank.com.vn
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PH LC 1 BNG CU HI BNG CU HI PHNG VN

Ngy phng vn:// STT mu :.
H v tn p vin:........................................ Gii tnh: q Nam q N a ch: ..... S in thoi:..... Xin cho Anh (ch)! Ti tn NGC M, l sinh vin khoa Kinh t trng i Hc Cn Th. Hin ti ang tin hnh kho st mc hi lng ca khch hng v dch v th ATM E-Partner ca Vietinbank. Xin Anh (ch) vui lng tr li mt s cu hi lin quan di y. Ti rt bit n v s gip ca Anh (ch). Mi thng tin m Anh (ch) cung cp s c gi b mt tuyt i. PHN SNG LC Q1. Bn thn hay bt c thnh vin no trong gia nh anh (ch) c ai lm vic trong ngn hng khng? C KHNG Ngng Tip tc
Q2. Anh (ch) c s dng dch v th ATM E-Partner ca Vietinbank cha? C Tip tc PHN NI DUNG Khng Ngng
Q1. Khi ni v cc ngn hng cung cp dch v th ATM hin nay Bn Tre, ngn hng no Anh (ch) ngh n u tin? Q2. Hin Anh (ch) ang s dng th ATM ca ngn hng no?(c th c nhiu s la chn) Q3. (Tr li Q3 nu Q2 c nhiu la chn).Anh (ch) thng xuyn s dng th ATM ca ngn hng no nht?
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SVTH: Ca Hng Ngc M
STT a im Q1 Q2 Q3 q q q 1 Ngn hng TMCP Cng thng (VIETINBANK) q q q 2 Ngn hng Nng nghip&NT (AGRIBANK) q q q 3 Ngn hng u t v pht trin (BIDV) q q q 4 Ngn hng pht trin nh BSCL (MHB) q q q 5 Si Gn Thng tn (SACOMBANK) q q q 6 Ngn hng ng (DONGABANK) q q q 7 Si Gn Cng thng (SAIGONBANK) q q q 8 Ngn hng Kin Long (KIENLONGBANK) q q q 9 Ngn hng i Tn (TRUSTBANK) q q q 10 Khc (ghi r) Q4. Nhng l do no lm Anh (ch) chn s dng th ca ngn hng nhiu nht (NH chn Q3)? Ngn hng ln c uy tn q 6 Ph m th thp H thng my ATM c t Do c quan ng k s dng q 7 2 nhiu ni th ca ngn hng 3 Thy c nhiu ngi s dng q 8 Khc (ghi r) 4 Th tc m th n gin hn q 9 Q5. Khi quyt nh la chn s dng th ATM ca mt ngn hng no , nhng yu 1 t no m anh (ch) quan tm? 1 2 3 4 5 Ngn hng c uy tn, danh ting S tin rt mi ln, s ln rt/ ngy Chuyn khon v rt tin nhanh Mc li sut Th tc m th n gin,nhanh gn q q q q q 6 7 8 9 10 Ph m th My ATM c t nhiu ni Cc tin ch ca th (ng tin in,thanh ton lng, ...) Thi phc v ca nhn vin ngn hng Khc(ghi r) q q q q q q q q q
Q6. Anh (ch) bit n sn phm th ATM E-Partner ca VietinBank thng qua u? 1 2 3 4 Ti cc ngn hng C quan gii thiu Ngi thn, bn b, hng xm Mng Internet q q q q 5 6 7 8 Bo ch Radio Ti vi Khc(ghi r).. q q q q
Q7. Anh (ch) c tin tng vo uy tn, danh ting ca Vietinbank hay khng? Hon ton khng ng tin q Khng ng tin q Kh tin q ng tin q Rt ng tin q
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SVTH: Ca Hng Ngc M
nh gi mc hi lng ca khch hng v dch v th ATM ca VietinBank Bn Tre Q8. TH TC & THI GIAN LM TH V PH PHT HNH: Q8.1. Anh (ch) ng vi kin no sau y v th tc lm th ti ngn hng Cng thng? Rt phc tp q Hi phc tp q Bnh thng q n gin q Rt n gin q
Q8.2. Ti Vietinbank, thi gian t khi lm h s m th n khi nhn th l 05 ngy. Anh (ch) c hi lng v khong thi gian ny khng: Rt chm Kh chm Tng i c Nhanh q q q q Q8.3. Theo Anh (ch) khong thi gian hp l l:.ngy Rt nhanh q
Q8.4. Hin ti VietinBank min ph pht hnh cho CBCNV s dng dch v chi lng qua th,cc i tng cn li p dng mc ph l 100 ngn. Anh (ch) cm thy th no v mc ph ny? Hon ton Khng khng hi lng hi lng q q Q9. MC LI SUT: Tm c q Kh hi lng q Rt hi lng q
Q9.1. i vi th E-Partner, li sut p dng i vi s d trong ti khon l 0,3% (mc li sut khng k hn). Theo anh (ch) mc li sut ny th: Hon ton khng hi lng q Khng hi Tm c Kh hi lng Rt hi lng lng q q q q Q9.2. Vy mc li sut m Anh (ch) cm thy hi lng l(%)
Q10. HN MC GIAO DCH: i vi th E-Partner, ti a trong mt ngy khch hng c rt 10 ln, mi ln ti a l 2 triu. Theo Anh (ch) th hn mc v s ln rt tin trong ngy nh trn l: Rt t t Trung bnh Nhiu q q q q Q11. C S H TNG V CHT LNG PHC V: v Ni thng rt tin v a im cn t thm my: Q11.1. Anh (ch) thng rt tin nhng a im no? (c th chn nhiu a im) Q11.2. Anh (ch) thng rt tin u nht? Rt nhiu q
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SVTH: Ca Hng Ngc M
nh gi mc hi lng ca khch hng v dch v th ATM ca VietinBank Bn Tre STT a im 1 Cc ngn hng 2 Siu th 3 Khu cng nghip Giao Long 4 Trng hc 5 Bnh vin 6 Ch 7 Khc (ghi r)...................... Q11.3. Anh (ch) c hi lng v cch b VietinBank khng Hon ton khng hi lng q Khng hi Tm c Hi lng Rt hi lng lng q q q q Q11.4. Theo Anh (ch), ngn hng c cn t thm my ATM khng? Khng cn thit q Bnh thng q Cn thit q Rt cn thit q Q11.1 q q q q q q q tr my Q11.2 q q q q q q q ATM nh hin gi ca
Hon ton khng cn thit q
Q11.4`: Nu c th nn t nhng a im no?

.. .. v Cht lng phc v ca my ATM: Q11.5. Anh (ch) c ln no giao dch khng thnh cng trn my ATM khng? 1 2 C Khng q q
Nu cu tr li l C Q13.5 Q11.5. S ln giao dch khng thnh cng l bao nhiu :..ln/thng Q11.6. Anh (ch) tng gp nhng trng hp no sau y khi s dng th ATM ca Vietinbank khng? 1 2 3 4 5 6 7 My h, my ht tin Mt tin trong ti khon khng r l do Khng in c ha n Rt phi tin c i ch lu khi rt tin My ATM nut th Khc (nu r) q q q q q q q
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SVTH: Ca Hng Ngc M
nh gi mc hi lng ca khch hng v dch v th ATM ca VietinBank Bn Tre Q11.7. Anh (ch) cho bit mc hi lng v cht lng phc v ca my ATM Hon ton Khng hi lng q Khng hi lng q Tm c q Hi lng q Rt hi lng q
Q12. KIU DNG V THIT K CA TH: Anh (ch) c ng vi nhng kin sau v th ATM E-Partner khng: Hon ton khng ng q q q q Hon ton ng q q q q
kin
im
Khng ng q q q q
Tm c q q q q
ng
1. Thit k th p, mu sc bt mt 2. Th dy dn, chc chn 3. Di t d b h hng 4. B mt th d b try xc
q q q q
Q13. DCH V KM THEO: Q13.1. Khch hng s nhn c tin thng bo qua dch v tin nhn SMS Banking khi c giao dch xy ra (nu c nhu cu). Anh (ch) ngh g v dch v ny? Hon ton Khng cn thit q Khng cn thit q Tm c q Cn thit q Rt cn thit q
Q13.2. Anh (ch) c mong mun s dng thm cc dch v km theo khc c kt hp trong chc nng ca th ATM hay khng? C q Khng q
Q14. Xin cho bit mc hi lng ca Anh (ch) v nhng vn sau y khi s dng th ATM. Cho im t 1 n 5 (1: hon ton khng hi lng ,2: khng hi lng,3: khng c kin,4: hi lng, 5: rt hi lng) STT 1 2 3 Ch tiu Thanh ton v chuyn khon Cc tin ch ca th Thi phc v ca nhn vin ngn hng 1 q q q 2 q q q 3 q q q 4 q q q 5 q q q
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SVTH: Ca Hng Ngc M
nh gi mc hi lng ca khch hng v dch v th ATM ca VietinBank Bn Tre Q15. Anh (ch) thng thc hin nhng giao dch no nht qua th ATM Rt tin q Gi tin q Chuyn khon q Thanh ton q
Q16. Theo Anh (ch) th ATM ngy cng p ng tt hn na nhng nhu cu ca Anh (ch) th nn ci thin nhng im no sau y? 1 2 3 4 5 Tng thm mc li sut Tng s tin rt cho mi ln Tng thm s my ATM v ni chp nhn th (POS) Tng thm nhiu dch v km theo Rt ngn thi gian lm th q q q q q 6 7 8 9 10 q Tng tnh an ton cho s tin gi trong ti khon q Kt ni vi nhiu ngn hng khc Thi phc v ca nhn vin q ngn hng q Gim ph pht hnh th Khc (ghi r) q
Q17. XU HNG S DNG TH TRONG TNG LAI: Q17.1. Trong tng lai Anh (ch) c d nh thay i loi th ATM ang dng hay khng? Hon ton khng chc chn q Khng chc chn q Cha bit q Chc chn q Hon ton Chc chn q
Q17.2. Anh (ch) hoc gia nh c d nh m thm ti khon th na hay khng? Hon ton khng chc chn q Khng chc chn q Cha bit q Chc chn q Hon ton Chc chn q
Q17.3. Anh (ch) d nh s lm th ca VietinBank ch? Hon ton khng chc chn q Khng chc chn q Cha bit q Chc chn q Hon ton Chc chn q
Q17.4. Nu phi gii thiu vi ngi khc v dch v th ATM , Anh (ch) s gii thiu v th E-Partner ca Vietinbank ch? Hon ton Khng chc chn q Khng chc chn q Cha bit q Chc chn q Hon ton Chc chn q
Q18. THNG TIN V KHCH HNG: Q18.1. tui no trong bng sau ng vi tui ca Anh (ch)?
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SVTH: Ca Hng Ngc M
nh gi mc hi lng ca khch hng v dch v th ATM ca VietinBank Bn Tre <18 tui 18 n 30 tui 30 n 55 tui >55 tui q q q q Q18.2.Anh (ch) vui lng cho bit thu nhp trung bnh hng thng ca bn thn Anh (ch) l bao nhiu? <1.5 triu q 1.5 2 triu q 2 - 3 triu q >3 triu q
Q18.3. Anh (ch) vui lng cho bit trnh hc vn ca Anh (ch) Ph thng c s Ph thng trung hc Cao ng / i hc Trn i hc q q q q Q18.4. Anh (ch) vui lng cho bit ngh nghip hin nay ca Anh (ch)? . . . XIN CHN THNH CM N S GIP CA ANH (CH)
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SVTH: Ca Hng Ngc M
PH LC 2 KT QU X L SPSS
Tuoi Cumulative Percent 33.3 100.0
Frequency Valid T 18 n 30 T 31 n 55 Total 20 40 60
Percent 33.3 66.7 100.0
Valid Percent 33.3 66.7 100.0
gioi tinh Frequency Valid Nam N Total 26 34 60 Percent 43.3 56.7 100.0 Nghe nghiep Frequency Valid Gio vin Cng nhn Hoc sinh-sinh vin Bun bn Khc Total 30 10 6 6 8 60 thu nhap Frequency Valid < 1,5 triu 1,5 n 2 triu 2 n 3 triu > 3 triu Total 12 16 17 15 60 Percent 20.0 26.7 28.3 25.0 100.0 Valid Percent 20.0 26.7 28.3 25.0 100.0 Cumulative Percent 20.0 46.7 75.0 100.0 Percent 50.0 16.7 10.0 10.0 13.3 100.0 Valid Percent 50.0 16.7 10.0 10.0 13.3 100.0 Cumulative Percent 50.0 66.7 76.7 86.7 100.0 Valid Percent 43.3 56.7 100.0 Cumulative Percent 43.3 100.0
trinh do hoc van Frequency Valid PTTH TH C-H Total 2 15 43 60 Percent 3.3 25.0 71.7 100.0 Valid Percent 3.3 25.0 71.7 100.0 Cumulative Percent 3.3 28.3 100.0
101
SVTH: Ca Hng Ngc M
nh gi mc hi lng ca khch hng v dch v th ATM ca VietinBank Bn Tre NGUN THNG TIN NHN BIT
Ti cc ngn hng Frequency Valid Khng chn C chn Total 46 14 60 Percent 76.7 23.3 100.0 Valid Percent 76.7 23.3 100.0 Cumulative Percent 76.7 100.0
C quan gii thiu Frequency Valid Khng chn C chn Total 29 31 60 Percent 48.3 51.7 100.0 Valid Percent 48.3 51.7 100.0 Cumulative Percent 48.3 100.0
Bn b, hng xm Frequen cy Valid Khng chn C chn Total 46 14 60 Percent 76.7 23.3 100.0 Valid Percent 76.7 23.3 100.0 Cumulative Percent 76.7 100.0
Mang internet Frequen cy Valid Khng chn C chn Total 47 13 60 Percent 78.3 21.7 100.0 Bo ch Frequen cy Valid Khng chn C chn Total 55 5 60 Frequen cy Valid Khng chn C chn Total 59 1 60 Freque ncy Valid Khng chn C chn Total 57 3 60 Percent 91.7 8.3 100.0 Radio Percent 98.3 1.7 100.0 Ti vi Percent 95.0 5.0 100.0 Valid Percent 95.0 5.0 100.0 Cumulative Percent 95.0 100.0 Valid Percent 98.3 1.7 100.0 Cumulative Percent 98.3 100.0 Valid Percent 91.7 8.3 100.0 Cumulative Percent 91.7 100.0 Valid Percent 78.3 21.7 100.0 Cumulative Percent 78.3 100.0
102
SVTH: Ca Hng Ngc M
nh gi mc hi lng ca khch hng v dch v th ATM ca VietinBank Bn Tre A IM THNG RT TIN

Ti ngn hng Frequenc y Valid Khng chn C chn Total 19 41 60 Percent 31.7 68.3 100.0 Siu th Frequen cy Valid Khng chn C chn Total 44 16 60 Percent 73.3 26.7 100.0 Valid Percent 73.3 26.7 100.0 Cumulative Percent 73.3 100.0 Valid Percent 31.7 68.3 100.0 Cumulative Percent 31.7 100.0
Khu cng nghip Giao Long Frequen cy Valid Khng chn C chn Total 26 34 60 Percent 43.3 56.7 100.0 Trng hc Frequency Valid Khng chn C chn Total 50 10 60 Percent 83.3 16.7 100.0 Bnh vin Frequen cy Valid Khng chn C chn Total 59 1 60 Percent 98.3 1.7 100.0 Ch Frequen cy Valid Khng chn C chn Total 55 5 60 Percent 91.7 8.3 100.0 Valid Percent 91.7 8.3 100.0 Cumulative Percent 91.7 100.0 Valid Percent 98.3 1.7 100.0 Cumulative Percent 98.3 100.0 Valid Percent 83.3 16.7 100.0 Cumulative Percent 83.3 100.0 Valid Percent 43.3 56.7 100.0 Cumulative Percent 43.3 100.0
103
SVTH: Ca Hng Ngc M
nh gi mc hi lng ca khch hng v dch v th ATM ca VietinBank Bn Tre NHNG YU T KHCH HNG QUAN TM
Uy tn, danh tieng Frequency Valid Khng chn C chn Total 8 52 60 Percent 13.3 86.7 100.0 Valid Percent 13.3 86.7 100.0 Cumulative Percent 13.3 100.0
Hn mc giao dch Frequency Valid Khng chn C chn Total 56 4 60 Percent 93.3 6.7 100.0 Valid Percent 93.3 6.7 100.0 Cumulative Percent 93.3 100.0
Chuyn khon v rt tin Frequency Valid Khng chn C chn Total 43 17 60 Percent 71.7 28.3 100.0 Valid Percent 71.7 28.3 100.0 Cumulative Percent 71.7 100.0
Mc li sut Frequency Valid Khng chn C chn Total 43 17 60 Percent 71.7 28.3 100.0 Valid Percent 71.7 28.3 100.0 Cumulative Percent 71.7 100.0
My ATM t nhiu ni Frequency Valid Khng chn C chn Total 23 37 60 Percent 38.3 61.7 100.0 Valid Percent 38.3 61.7 100.0 Cumulative Percent 38.3 100.0
Thi phc v ca nhn vin ngn hng Frequency Valid Khng chn C chn Total 56 4 60 Percent 93.3 6.7 100.0 Valid Percent 93.3 6.7 100.0 Cumulative Percent 93.3 100.0
104
SVTH: Ca Hng Ngc M

Tin ch ca th Frequency Valid Khng chn C chn Total 57 3 60 Percent 95.0 5.0 100.0 Valid Percent 95.0 5.0 100.0 Cumulative Percent 95.0 100.0
-THU TUC LAM THE Frequency Valid Khng chn C chn Total 49 11 60 Percent 81.7 18.3 100.0 Q5.6 Frequency Percent Valid Khng chn C chn Total 48 12 60 Valid Percent 80.0 20.0 100.0 Cumulative Percent 80.0 100.0 Valid Percent 81.7 18.3 100.0 Cumulative Percent 81.7 100.0
80.0 20.0 100.0
N TNG CA KHCH HNG

Q1-vietin Frequency Valid Khng chn C chn Total 19 41 60 Percent 31.7 68.3 100.0 Q1-Agri Frequency Valid Khng chn C chn Total 45 15 60 Percent 75.0 25.0 100.0 Valid Percent 75.0 25.0 100.0 Cumulative Percent 75.0 100.0 Valid Percent 31.7 68.3 100.0 Cumulative Percent 31.7 100.0
Q1-SACOM Frequency Valid Khng chn C chn Total 59 1 60 Percent 98.3 1.7 100.0 Valid Percent 98.3 1.7 100.0 Cumulative Percent 98.3 100.0
105
SVTH: Ca Hng Ngc M

MC HI LNG V UY TN NGN HNG Frequency Valid Kh tin ng tin Rt ng tin Total 5 44 11 60 Percent 8.3 73.3 18.3 100.0 Valid Percent 8.3 73.3 18.3 100.0 Cumulative Percent 8.3 81.7 100.0
Descriptive Statistics N Q7 Valid N (listwise) 60 60 Minimum 3 Maximum 5 Mean 4.10 Std. Deviation .511
TH TC LM TH
Q8.1 Frequency Valid Hi phc tp Tam c n gin Rt n gin Total 1 19 33 7 60 Percent 1.7 31.7 55.0 11.7 100.0 Valid Percent 1.7 31.7 55.0 11.7 100.0 Cumulative Percent 1.7 33.3 88.3 100.0
Descriptive Statistics N Q8.1 Valid N (listwise) 60 60 Minimum 2 Maximum 5 Mean 3.77 Std. Deviation .673
THI GIAN LM TH
Frequency Valid Hi chm Tm c Nhanh Rt nhanh Total 2 39 18 1 60 Percent 3.3 65.0 30.0 1.7 100.0 Valid Percent 3.3 65.0 30.0 1.7 100.0 Cumulative Percent 3.3 68.3 98.3 100.0
106
SVTH: Ca Hng Ngc M
nh gi mc hi lng ca khch hng v dch v th ATM ca VietinBank Bn Tre PH PHT HNH TH

Q8.4 Frequency Valid Khng hi lng Tm c Hi lng Total 9 16 35 60 Percent 15.0 26.7 58.3 100.0 Valid Percent 15.0 26.7 58.3 100.0 Cumulative Percent 15.0 41.7 100.0
MC LI SUT
Q9.1 Frequency Valid Khng hi lng Tm c Hi lng Rt hi lng Total 3 34 22 1 60 Percent 5.0 56.7 36.7 1.7 100.0 Valid Percent 5.0 56.7 36.7 1.7 100.0 Cumulative Percent 5.0 61.7 98.3 100.0
HN MC GIAO DCH Frequency Valid Rt t t Trung bnh Nhiu Rt nhiu Total 1 8 43 7 1 60 Percent 1.7 13.3 71.7 11.7 1.7 100.0 Valid Percent 1.7 13.3 71.7 11.7 1.7 100.0 Cumulative Percent 1.7 15.0 86.7 98.3 100.0
Descriptive Statistics N Q10 Valid N (listwise) 60 60 Minimum 1 Maximum 5 Mean 2.98 Std. Deviation .624
107
SVTH: Ca Hng Ngc M
nh gi mc hi lng ca khch hng v dch v th ATM ca VietinBank Bn Tre MI QUAN H GI THU NHP V MC HI LNG V PH PHT HNH
Q8.4 * thu nhap Crosstabulation thu nhap 1 Q8.4 2 3 4 Total Count % within thu nhap Count % within thu nhap Count % within thu nhap Count % within thu nhap 7 58.3% 1 8.3% 4 33.3% 12 100.0% 2 2 12.5% 6 37.5% 8 50.0% 16 100.0% 3 0 .0% 6 35.3% 11 64.7% 17 100.0% 4 0 .0% 3 20.0% 12 80.0% 15 100.0% Total 9 15.0% 16 26.7% 35 58.3% 60 100.0%
Chi-Square Tests Value Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases 25.632a 24.605 13.702 60 Df 6 6 1 Asymp. Sig. (2sided) .000 .000 .000
CCH B TR MY
Q11.3 Frequency Valid Khng hi lng Tm c Hi lng Rt hi lng Total 1 33 25 1 60 Percent 1.7 55.0 41.7 1.7 100.0 Valid Percent 1.7 55.0 41.7 1.7 100.0 Cumulative Percent 1.7 56.7 98.3 100.0
108
SVTH: Ca Hng Ngc M
nh gi mc hi lng ca khch hng v dch v th ATM ca VietinBank Bn Tre S LN GIAO DCH KHNG THNH CNG
Q11.5 Frequency Valid C Khng Total 10 50 60 Percent 16.7 83.3 100.0 Valid Percent 16.7 83.3 100.0 Cumulative Percent 16.7 100.0
Q11.7- MC HI LNG V CHT LNG PHC V CA ATM Cumulative Frequency Valid Tm c Hi lng Total 24 36 60 Percent 40.0 60.0 100.0 Valid Percent 40.0 60.0 100.0 Percent 40.0 100.0
MC HI LNG V THIT K TH
Q12.1- THIET KE THE DEP Frequency Valid Khng ng Tm c ng Hon ton ng Total 1 15 36 8 60 Percent 1.7 25.0 60.0 13.3 100.0 Valid Percent 1.7 25.0 60.0 13.3 100.0 Cumulative Percent 1.7 26.7 86.7 100.0
Q12.2- THE DAY DAN, CHAC CHAN Frequency Valid Tm c ng Hon ton ng Total 8 45 7 60 Percent 13.3 75.0 11.7 100.0 Valid Percent 13.3 75.0 11.7 100.0 Cumulative Percent 13.3 88.3 100.0
Q12.3- DAI TU DE HU HONG Frequency Valid Hon ton khng ng Khng ng Tm c ng Total 4 9 25 22 60 Percent 6.7 15.0 41.7 36.7 100.0 Valid Percent 6.7 15.0 41.7 36.7 100.0 Cumulative Percent 6.7 21.7 63.3 100.0
109
SVTH: Ca Hng Ngc M

Q12.4- BE MAT DE TRAY XUOC Frequency Valid Hon ton khng ng Khng ng Tm c ng Hon ton ng Total 3 4 25 23 5 60 Percent 5.0 6.7 41.7 38.3 8.3 100.0 Valid Percent 5.0 6.7 41.7 38.3 8.3 100.0 Cumulative Percent 5.0 11.7 53.3 91.7 100.0
Q13.1- MUC HAI LONG VE DICH VU KEM THEO Frequency Valid Khng cn thit Tm c Cn thit Rt cn thit Total 2 7 43 8 60 Percent 3.3 11.7 71.7 13.3 100.0 Valid Percent 3.3 11.7 71.7 13.3 100.0 Cumulative Percent 3.3 15.0 86.7 100.0
MUC HAI LONG VE CAC TIEU CHI KHAC

Q14.1- THANH TOAN, CHUYEN KHOAN Frequency Valid Hon ton khng hi lng Khng hi lng Tm c Hi lng Rt hi lng Total 1 1 8 37 13 60 Percent 1.7 1.7 13.3 61.7 21.7 100.0 Valid Percent 1.7 1.7 13.3 61.7 21.7 100.0 Cumulative Percent 1.7 3.3 16.7 78.3 100.0
Q14.2- TIEN ICH Frequency Valid Tm c Hi lng Rt hi lng Total 8 40 12 60 Percent 13.3 66.7 20.0 100.0 Valid Percent 13.3 66.7 20.0 100.0 Cumulative Percent 13.3 80.0 100.0
NHUNG KHO KHAN THUONG GAP

Q11.6.1-MAY HU, MAY HET TIEN Cumulative Frequency Valid Khng C Total 27 33 60 Percent 45.0 55.0 100.0 Valid Percent 45.0 55.0 100.0 Percent 45.0 100.0
110
SVTH: Ca Hng Ngc M

Q11.6.5- DOI CHO LAU Cumulative Frequency Valid Khng C Total 35 25 60 Percent 58.3 41.7 100.0 Valid Percent 58.3 41.7 100.0 Percent 58.3 100.0
Q11.6.6-MAY NUOT THE Cumulative Frequency Valid Khng C Total 54 6 60 Percent 90.0 10.0 100.0 Valid Percent 90.0 10.0 100.0 Percent 90.0 100.0
KIN XUT CA KHCH HNG

Cumulative Frequency Valid Tng mc li sut Tng s tin rt mi ln Tng thm my ATM v POS Tng thm cc dch v km theo Rt ngn thi gian lm th Tng tnh an ton cho th Kt ni vi nhiu ngn hng Thi phc v ca nhn vin Gim ph pht hnh th MC LI SUT MONG I Cumulative Frequency Valid 1 2 3 Total 36 7 7 60 Percent 60.0 11.7 11.7 100.0 Valid Percent 60.0 11.7 11.7 100.0 Percent 60.0 71.7 83.3 23 18 36 9 14 32 25 5 20 Percent 38.3 30.0 60.0 15.0 23.3 53.3 41.7 8.3 33.3 Valid Percent 38.3 30.0 60.0 15.0 23.3 53.3 41.7 8.3 33.3 Percent 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0
111
SVTH: Ca Hng Ngc M
nh gi mc hi lng ca khch hng v dch v th ATM ca VietinBank Bn Tre MOI QUAN HE GIUA THU NHAP VA MONG MUON SU DUNG DICH VU
Q13.2 * thu nhap Crosstabulation thu nhap 1 Q13.2 Khng C Total Count % within thu nhap Count % within thu nhap Count % within thu nhap 2 16.7% 10 83.3% 12 100.0% 2 3 18.8% 13 81.2% 16 100.0% 3 3 17.6% 14 82.4% 17 100.0% 4 1 6.7% 14 93.3% 15 100.0% Total 9 15.0% 51 85.0% 60 100.0%
Chi-Square Tests Value Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases 1.113 1.277 .569 60
a
df 3 3 1
Asymp. Sig. (2sided) .774 .735 .451
NI CN T THM MY
11.4` Frequency Valid Khu cng nghip Trc ng chnh Khu dn c y ban x, c quan Total 16 9 13 17 60 Percent 26.7 15.0 21.7 28.3 100.0 Valid Percent 26.7 15.0 21.7 28.3 100.0 Cumulative Percent 26.7 41.7 63.3 91.7
NGY HP L Cumulative Frequency Valid 1 2 Total 37 7 60 Percent 61.7 11.7 100.0 Valid Percent 61.7 11.7 100.0 Percent 61.7 73.3
112
SVTH: Ca Hng Ngc M
XU HUONG SU DUNG THE TRONG TUONG LAI

Q17.1-THAY DOI THE DANG SU DUNG Frequency Valid Khng chc chn Tm c Chc chn Rt chc chn Total 5 51 2 2 60 Percent 8.3 85.0 3.3 3.3 100.0 Valid Percent 8.3 85.0 3.3 3.3 100.0 Cumulative Percent 8.3 93.3 96.7 100.0
LAM THE CUA VIETINBANK Frequency Valid Khng Chc chn Tm c Chc chn Rt chc chn Total 3 22 34 1 60 Percent 5.0 36.7 56.7 1.7 100.0 Valid Percent 5.0 36.7 56.7 1.7 100.0 Cumulative Percent 5.0 36.7 56.7 1.7 100.0
Q17.2- MO THEM TAI KHOAN Frequency Valid Khng chc chn Tm c Chc chn Rt chc chn Total 4 34 21 1 60 Percent 6.7 56.7 35.0 1.7 100.0 Valid Percent 6.7 56.7 35.0 1.7 100.0 Cumulative Percent 6.7 63.3 98.3 100.0
Q17.4- GIOI THIEU VE VIETINBANK Frequency Valid Hon ton khng chc chn Khng Chc chn Tm c Chc chn Rt chc chn Total 1 1 12 44 2 60 Percent 1.7 1.7 20.0 73.3 3.3 100.0 Valid Percent 1.7 1.7 20.0 73.3 3.3 100.0 Cumulative Percent 6.7 63.3 98.3 100.0 Cumulative Percent 1.7 3.3 23.3 96.7 100.0
Q17.2- MO THEM TAI KHOAN Frequency Valid Khng chc chn Tm c Chc chn Rt chc chn Total 4 34 21 1 60 Percent 6.7 56.7 35.0 1.7 100.0 Valid Percent 6.7 56.7 35.0 1.7 100.0
113
SVTH: Ca Hng Ngc M

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TRNG I HC CN TH KHOA KINH T - QUN TR KINH DOANH &

Gio vin hng dn: L QUANG VIT

nh gi mc hi lng ca khch hng v dch v th ATM ca VietinBank Bn Tre

nh gi mc hi lng ca khch hng v dch v th ATM ca VietinBank Bn Tre

LI CAM OAN ====================

GVHD: ThS. L Quang Vit

SVTH: Ca Hng Ngc M

nh gi mc hi lng ca khch hng v dch v th ATM ca VietinBank Bn Tre

NHN XT CA GIO VIN HNG DN

GVHD: ThS. L Quang Vit

SVTH: Ca Hng Ngc M

nh gi mc hi lng ca khch hng v dch v th ATM ca VietinBank Bn Tre

NHN XT CA GIO VIN PHN BIN

GVHD: ThS. L Quang Vit

SVTH: Ca Hng Ngc M

nh gi mc hi lng ca khch hng v dch v th ATM ca VietinBank Bn Tre

nh gi mc hi lng ca khch hng v dch v th ATM ca VietinBank Bn Tre

GVHD: ThS. L Quang Vit

SVTH: Ca Hng Ngc M

nh gi mc hi lng ca khch hng v dch v th ATM ca VietinBank Bn Tre

GVHD: ThS. L Quang Vit

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DANH MC BIU BNG

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nh gi mc hi lng ca khch hng v dch v th ATM ca VietinBank Bn Tre

GVHD: ThS. L Quang Vit

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nh gi mc hi lng ca khch hng v dch v th ATM ca VietinBank Bn Tre

GVHD: ThS. L Quang Vit

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nh gi mc hi lng ca khch hng v dch v th ATM ca VietinBank Bn Tre

GVHD: ThS. L Quang Vit

SVTH: Ca Hng Ngc M

nh gi mc hi lng ca khch hng v dch v th ATM ca VietinBank Bn Tre

Chng 1 GII THIU

nh gi mc hi lng ca khch hng v dch v th ATM ca VietinBank Bn Tre

nh gi mc hi lng ca khch hng v dch v th ATM ca VietinBank Bn Tre

nh gi mc hi lng ca khch hng v dch v th ATM ca VietinBank Bn Tre

nh gi mc hi lng ca khch hng v dch v th ATM ca VietinBank Bn Tre

GVHD: ThS. L Quang Vit

SVTH: Ca Hng Ngc M

nh gi mc hi lng ca khch hng v dch v th ATM ca VietinBank Bn Tre

Chng 2 PHNG PHP LUN V PHNG PHP NGHIN CU

nh gi mc hi lng ca khch hng v dch v th ATM ca VietinBank Bn Tre

GVHD: ThS. L Quang Vit

SVTH: Ca Hng Ngc M

nh gi mc hi lng ca khch hng v dch v th ATM ca VietinBank Bn Tre

nh gi mc hi lng ca khch hng v dch v th ATM ca VietinBank Bn Tre

GVHD: ThS. L Quang Vit

SVTH: Ca Hng Ngc M

nh gi mc hi lng ca khch hng v dch v th ATM ca VietinBank Bn Tre

nh gi mc hi lng ca khch hng v dch v th ATM ca VietinBank Bn Tre

nh gi mc hi lng ca khch hng v dch v th ATM ca VietinBank Bn Tre

nh gi mc hi lng ca khch hng v dch v th ATM ca VietinBank Bn Tre

GVHD: ThS. L Quang Vit

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nh gi mc hi lng ca khch hng v dch v th ATM ca VietinBank Bn Tre

nh gi mc hi lng ca khch hng v dch v th ATM ca VietinBank Bn Tre

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