Xy dng v qun tr thng hiu

XY DNG V QUN TR
THNG HIU
TI: nh hng ca gi tr thng hiu n
cht lng cm nhn ca khch hng i vi ngn
hng Sacombank.
Ging vin: Ths. Ng Th Xun Bnh.
Lp: MG024_112_T01
Thnh vin nhm:
1.
2.
3.
4.
5.
6.
7.
8.
9.

Kim Th Ngc Hn
L Hu Thy Thy Quang
Trn Mnh V
Hunh Th Thu Duyn
Nguyn Nht nh T
Nguyn Nh Ngc
Trng Th Duy Tn
Trn Quang Trung
Trn Don Hng
1

Xy dng v qun tr thng hiu

Ph lc:
NGN HNG SACOMBANK: ......................................................................................... 3

A.

Ngn hng sacombank: ...................................................................................................... 3

I.

1.

Tm nhn:..................................................................................................................... 3

2.

S mnh: ...................................................................................................................... 3

3.

Gi tr ct li:............................................................................................................... 3

4.

Hnh trnh pht trin ................................................................................................. 4

Cc sn phm ca Sacombank: ..................................................................................... 5

II.
1.

Sn phm th: .............................................................................................................. 5

2.

Trung tm dch v khch hng: ................................................................................ 7

Thng hiu Sacombank: .............................................................................................. 8

III.
1.

nh ngha: .................................................................................................................. 8

2.

Gi tr thng hiu ca Sacombank: ........................................................................ 9

B.
NH HNG CA GI TR THNG HIU SACOMBANK N CHT
LNG CM NHN CA KHCH HNG: ...................................................................................... 10
Nghin cu kho st mc nh hng: ....................................................................... 10

I.

1.

L do chn ti: ...................................................................................................... 10

2.

Mc ch nghin cu: ............................................................................................... 11

3.

M t mu thu thp: ................................................................................................. 11

4.

c im mu:........................................................................................................... 11

5.

c im thang o: ................................................................................................... 13
nh gi gi tr thng hiu Sacombank qua cht lng cm nhn:...................... 14

II.

C.

1.

Uy tn thng hiu (hnh nh): ................................................................................ 14

2.

Cht lng phc v: ................................................................................................. 15

3.

Cht lng dch v: .................................................................................................. 18

4.

S trung thnh: ......................................................................................................... 19

5.

Cm nhn gi tr hu hnh:...................................................................................... 20

III.

Kim nh s khc bit v cht lng cm nhn ca khch hng: .......................... 22

IV.

nh gi cuc kho st: ................................................................................................ 24

KT LUN: ...................................................................................................................... 24

Xy dng v qun tr thng hiu

NH HNG CA GI TR THNG
HIU N CHT LNG CM NHN CA
KHCH HNG I VI NGN HNG
SACOMBANK
A. NGN HNG SACOMBANK:
I.
Ngn hng sacombank:
1. Tm nhn:
Phn u tr thnh Ngn hng bn l
hin i, a nng hng u Vit Nam v khu
vc ng Dng.
2. S mnh:
Ti a ha gi tr cho Khch hng, Nh u t v i ng Nhn vin, ng thi
th hin cao nht trch nhim x hi i vi cng ng.

3. Gi tr ct li:
Tin phong: Sacombank lun l ngi m ng v sn sng chp nhn vt
qua thch thc trn hnh trnh pht trin tm ra nhng hng i mi.
Lun i mi, nng ng v sng to:
Sacombank nhn thc rng i mi l ng lc pht trin. V vy Sacombank
lun xc nh i mi phng php t duy v hnh ng bin cc thch thc
thnh c hi.

Cam kt vi mc tiu cht lng:

S chuyn nghip, tn tm v uy tn cao nht i vi khch hng, i tc, ng
nghip l nguyn tc ng x ca mi thnh vin Sacombank. iu c cam
kt xuyn sut thng qua vic Sacombank khng ngng nng cao cht lng dch
v, lun tn tm v uy tn i vi mi khch hng mnh phc v.

Trch nhim i vi cng ng v x hi:

Sacombank lun thc trch nhim ca mnh i vi cng ng, x hi ni mnh
hot ng v lun tun th tn ch hnh ng V cng ng - pht trin a
phng.

To dng s khc bit:

Sacombank lun t ph, sng to khng ngng to nn nhng khc bit v
sn phm, phng thc kinh doanh v m hnh qun l. Chnh s khc bit ny
to dng li th cnh tranh ca Sacombank trn thng trng.

Xy dng v qun tr thng hiu

4. Hnh trnh pht trin
1991: Sacombank l mt trong nhng ngn hng thng mi c phn (TMCP) u
tin c thnh lp ti Thnh ph H Ch Minh (TP.HCM) t vic hp nht 04 t chc
tn dng.
1993: L ngn hng TMCP u tin
ca TP.HCM khai trng chi nhnh ti H
Ni, pht hnh k phiu c mc ch v thc
hin dch v chuyn tin nhanh t H Ni i
TP.HCM v ngc li, gp phn gim dn tnh
trng s dng tin mt gia hai trung tm kinh
t ln nht nc.
1995: Tin hnh i hi i biu c
ng ci t, ng thi hoch nh chin lc
pht trin n nm 2010. ng ng Vn
Thnh c tn nhim bu lm Ch tch Hi ng qun tr Ngn hng. i hi l bc ngot
m ra thi k i mi quan trng trong qu trnh pht trin ca Sacombank.
1997: L ngn hng u tin pht hnh c phiu i chng vi mnh gi 200.000
ng/c phiu tng vn iu l ln 71 t ng vi gn 9.000 c ng tham gia gp vn.
1999: Khnh thnh tr s ti 278 Nam K Khi Ngha, Qun 3, TP.HCM, l thng
ip khng nh Sacombank s gn b lu di, cam kt ng hnh cng khch hng, c ng,
nh u t v cc t chc kinh t trn bc ng pht trin.
2001: Tp on Ti chnh Dragon Financial Holdings (Anh Quc) tham gia gp 10%
vn iu l ca Sacombank, m ng cho vic tham gia gp vn c phn ca Cng ty Ti
chnh Quc t (International Finance Corporation IFC, trc thuc World Bank) vo nm
2002 v Ngn hng ANZ vo nm 2005. Nh vo s hp tc ny m Sacombank sm
nhn c s h tr v kinh nghim qun l, cng ngh ngn hng, qun l ri ro, o to v
pht trin ngun nhn lc t cc c ng chin lc nc ngoi.
2002: Thnh lp Cng ty trc thuc u tin - Cng ty Qun l n v Khai thc ti
sn Sacombank-SBA, bc u thc hin chin lc a dng ha cc sn phm dch v ti
chnh trn gi.
2003: L doanh nghip u tin c php thnh lp Cng ty Lin doanh Qun l
Qu u t Chng khon Vit Nam (VietFund Management - VFM), l lin doanh gia
Sacombank (nm gi 51% vn iu l) v Dragon Capital (nm gi 49% vn iu l).
2004: K kt hp ng trin khai h thng Corebanking T-24 vi cng ty Temenos
(Thy S) nhm nng cao cht lng hot ng, qun l v pht trin cc dch v ngn hng
in t.
2005: Thnh lp Chi nhnh 8 Thng 3, l m hnh ngn hng dnh ring cho ph n
u tin ti Vit Nam hot ng vi s mnh v s tin b ca ph n Vit Nam hin i.
2006: L ngn hng TMCP u tin ti Vit Nam tin phong nim yt c phiu ti
HOSE vi tng s vn nim yt l 1.900 t ng. Thnh lp cc cng ty trc thuc bao gm:
Cng ty Kiu hi Sacombank-SBR, Cng ty Cho thu ti chnh Sacombank-SBL, Cng ty
Chng khon Sacombank-SBS.
4

Xy dng v qun tr thng hiu

2007: Thnh lp Chi nhnh Hoa Vit, l m hnh ngn hng c th phc v cho
cng ng Hoa ng. Ph kn mng li hot ng ti cc tnh, thnh ph min Ty Nam B,
ng Nam B, Nam Trung B v Ty nguyn.
2008: Thng 03, xy dng v a vo vn hnh Trung tm d liu (Data Center) hin
i nht khu vc nhm m bo tnh an ton tuyt i h thng trung tm d liu d
phng. Thng 11, thnh lp Cng ty vng bc qu Sacombank-SBJ. Thng 12, l ngn
hng TMCP u tin ca Vit Nam khai trng chi nhnh ti Lo.
2009: Thng 05, c phiu STB ca Sacombank c vinh danh l mt trong 19 c
phiu vng ca Vit Nam. Sut t thi im chnh thc nim yt trn Sn giao dch chng
khon TP.HCM, STB lun nm trong nhm c phiu nhn c s quan tm ca cc nh u
t trong v ngoi nc. Thng 06, khai trng chi nhnh ti Phnm Pnh, hon thnh vic
m rng mng li ti khu vc ng Dng, gp phn tch cc trong qu trnh giao thng
kinh t ca cc doanh nghip gia ba nc Vit Nam, Lo v Campuchia. Thng 09, chnh
thc hon tt qu trnh chuyn i v nng cp h thng ngn hng li (core banking) t
Smartbank ln T24, phin bn R8 ti tt c cc im giao dch trong v ngoi nc.
2010: Kt thc thng li cc mc tiu pht trin giai on 2001 - 2010 vi tc tng
trng bnh qun t 64%/nm; ng thi thc hin thnh cng chng trnh ti cu trc
song song vi vic xy dng nn tng vn hnh vng chc, chun b cc ngun lc
thc hin tt p cc mc tiu pht trin giai on 2011 - 2020.

II.

Cc sn phm ca Sacombank:
1. Sn phm th:

Th ghi n PassportPlus:

Tin ch
Pht hnh cc nhanh ch trong 15 pht
Giao dch mi lc mi ni vi in thoi di ng (qua
dch v Sacombank M-Plus), Internet Banking v ti tt
c ATM c biu tng Banknetvn & Smartlink trn
ton quc:
o
Tra cu s d ti khon
o
Sao k 5 giao dch gn nht
o
Chuyn khon trong h thng Sacombank
o
Thanh ton d n th tn dng
Rt tin mt ti tt c ATM/POS mang thng hiu
Plus ca Visa trn th gii
Thanh ton ti tt c im chp nhn th (POS) trong
nc
Tin trong th vn c hng li
Ch th c th chia s tin ch cho ngi thn
bng cch m thm th ph
u i, gim gi ti tt c im mua sm, m thc, du
lch, chm sc sc kho & sc p c biu tng
(chi tit: www.sacombank.com.vn)
Dch v khch hng 24x7 s (08) 3526 6060

iu kin v th tc ng k
Th chnh: C nhn t 18 tui
tr ln
Th ph: C nhn t 15 tui tr
ln
H s ng k:
Giy ng k dch v
Sacombank
Bn sao CMND/H chiu
(khng cn th thc)
Cch thc ng k: n Chi
nhnh/Phng giao dch Sacombank

Xy dng v qun tr thng hiu

Th tn dng ni a Family:

Tin ch
Hn mc tn dng ti a 500 triu ng
Khng ti sn m bo
Mua trc, tr sau
Min li ti a 45 ngy khi dng th thanh ton
Ch tr li khi s dng rt tin mt
Ti tc khon vay ti bt k lc no, linh hot trong vic
s dng vn v chi tr n vay
Rt tin mt ATM mang thng hiu Banknetvn &
Smartlink v tt c ATM c thng hiu Plus ca Visa
trong nc v quc t
Thanh ton ti tt c im chp nhn th (POS) trong
nc
u i, gim gi ti tt c im mua sm, m thc, du
lch, chm sc sc kho & sc p c biu tng
(chi tit:www.sacombank.com.vn)
Dch v khch hng 24x7 s (08) 3526 6060

iu kin v th tc ng k
IU KIN

Th chnh: C nhn t 18
tui tr ln c h khu thng
tr/ KT3 trn a bn hot
ng ca ngn hng

Th ph: C nhn t 16 tui

tr ln

L khch hng ca sn phm

vay tiu dng Bo tn/Bo
ton ca Sacombank
HNH THC
n Chi nhnh/Phng giao
dch Sacombank
Gi Dch V Khch Hng
24x7: (08) 3526 6060

Th tr trc ni a ng thng hiu Sacombank Vinamilk:

Tin ch
L sn phm th ng thng hiu ca Sacombank v
Vinamilk, gip cc i l ca Vinamilk giao dch ngn
hng vi cng ty Vinamilk tht an ton v nhanh chng.
o Khng cn duy tr s d ti thiu trong th
o Khng kt ni vi ti khon tin gi ca khch hng
Ti ATM c biu tng Banknetvn & Smartlink trn
ton quc:
o
Rt tin mt
o
Tra cu s d ti khon
o
In sao k 5 giao dch gn nht
Thanh ton ti tt c im chp nhn th (POS) trong
nc
u i, gim gi ti tt c im mua sm, m thc, du
lch, chm sc sc kho & sc p c biu tng
(chi tit:www.sacombank.com.vn)
Dch v khch hng 24x7 s (08) 3526 6060

iu kin v th tc ng k
Dnh cho khch hng l i l
ca Vinamilk.

Xy dng v qun tr thng hiu

Th ghi n ng thng hiu Sacombank Vin Thng A Club Card:

Tin ch
Gim 0,5% khi mua hng ti h thng Vin Thng A
u i c bit ti cc i tc ca Vin Thng A trn
ton quc. Chi tit: www.vienthonga.com
Giao dch mi lc mi ni vi in thoi di ng (dch
v Sacombank M-Plus), dch v Internet Banking v ti
ATM c biu tng Banknetvn & Smartlink trn ton
quc:
o
Tra cu s d ti khon
o
In sao k 5 giao dch gn nht
o
Chuyn khon trong h thng Sacombank
Rt tin mt ti ATM/POS ca tt c ngn hng trn
ton quc v ATM mang thng hiu Plus ca Visa trn
th gii
Thanh ton ti tt c im chp nhn th (POS) trong
nc
o Tin trong th vn c hng li
o Chia s tin ch cho ngi thn bng cch m
thm th ph. Ch th chnh c th n nh hn
mc s dng ca th ph.
u i, gim gi ti tt c im mua sm, m thc, du
lch,
gio
dc c
biu
tng
(chi
tit: www.sacombank.com.vn)
Dch v khch hng 24x7 s (08) 3526 6060

iu kin v th tc ng k
Khch hng mua hng ha hoc
s dng dch v ca VTA vi ha
n 2,5 triu ng s c tng
ngay 1 th Sacombank Vin
Thng A Club Card.
Kch hot v s dng
th: Mang
theo
bn
sao
CMND/H chiu (khng cn th
thc) n bt k Chi nhnh/Phng
giao dch ca Sacombank m
ti khon v kch hot th.

2. Trung tm dch v khch hng:

Cng vi chng trnh tri n khch hng mang tn Thay li cm n ang c
trin khai rng ri trn ton h thng, Ngy 18/12/2009, Ngn hng TMCP Si Gn
Thng Tn (Sacombank) chnh thc khai trng Trung tm Dch v Khch hng hot
ng lin tc 24gi/ngy v 7 ngy/tun t th hai n ch nht, k c ngy l, ti 266 268 Nam K Khi Ngha, Qun 3, TP.HCM.
Thng qua s in thoi 1900 5555 88, tt c khch hng c th trc tip lin h
n h thng phc v t ng ca Sacombank c:

o T vn.
o Gii p thc mc.
o X l thng tin v ti khon cng nh v sn phm, dch v v cc ch bo
hnh, hu mi
Trung tm Dch v Khch hng l mt trong s nhng d n hin i ha cng
ngh ngn hng ca Sacombank c u t vi quy m kh ln v cng ngh v ngun
lc, s l ni tp trung x l mi yu cu thng tin v ti khon v v cc sn phm dch
v ca khch hng thng qua cc knh truyn thng hin i. Sacombank s dng
cng ngh Contact Center l bc pht trin cao hn so vi hnh thc Call Center ang
kh ph bin hin nay. Nu Call Center l trung tm tr li khch hng ch yu thng qua
7

Xy dng v qun tr thng hiu

hnh thc giao tip bng in thoi, th cng ngh Contact Center l knh giao tip a
phng tin, bao gm cc phng thc tng tc vi khch hng qua in thoi, email,
webchat
Trn nn cng ngh tin tin, tch hp cc phn mm qun l Ngn hng tng
tc v quan h khch hng (CRM) cng vi s h tr t vn t pha Servion Global (mt
trong nhng nh cung cp cc gii php xy dng v pht trin cng ngh Contact Center
uy tn trn th gii) v s dng cc thit b cng ngh hin i tin tin ca Avaya (n v
cung cp thit b cng ngh Contact Center hng u ca M), vic trin khai Trung tm
Dch v Khch hng s gip Sacombank c thm c hi ph bin n ngi tiu dng
nhng sn phm, dch v cht lng cng ch chm sc khch hng hon ho.
Bt c lc no, ch cn gi n s in thoi 1900 5555 88, khch hng ca
Sacombank c th truy vn nhanh chng vo h thng phc v t ng cp nht cc
thng tin v ti khon, v sn phm dch v v cc chng trnh khuyn mi, t gi
(vng, ngoi t), li sut hoc cc giao dch khc m khng cn phi trc tip n ngn
hng. i vi cc dch v lin quan n ti khon tin gi, tin vay v th tn dng, trc
khi s dng dch v, khch hng ch cn n im giao dch gn nht ca Sacombank
ng k thng tin c nhn, nhn M khch hng (Customer ID) v M c nhn (PIN)
ng nhp s dng dch v.
Ngy 10/12/2009 va qua, ti Ving Chn, Sacombank khi cng xy dng tr s
mi Chi nhnh Lo ti ng Hengboun, T 8, Ban Hai Xoc, Qun Chanthabury, Ving
Chn, Lo sau 01 nm chnh thc i vo hot ng. y l cng trnh c u t xy
dng kin c vi tng kinh ph d kin trn 10 triu -la M mt ln na khng nh
cam kt gn b lu di v pht trin bn vng ca Sacombank trn t nc Lo.
Khng ch vy, Sacombank cn trin khai chng trnh khuyn mi dch v ngn
t st Sacombank khi ng chng trnh u i cui nm Sacombank, Eximbank v
ACB nhp 1,5 tn vng Proparco cho Sacombank vay 20 triu USD h tr doanh
nghip va v nh Sacombank trin khai hai sn phm tit kim li sut v k hn th ni

III. Thng hiu Sacombank:

1. nh ngha:
Gi tr thng hiu c hiu l nhng gi tr c th m thng hiu mang li
cho nhng i tng lin quan (bn thn doanh nghip, khch hng, c ng, nhn
vin). Khi ni v gi tr thng hiu th chng ta li quan tm n hai kha cnh:

o Th nht, gi tr cm nhn l nhng cm xc, tnh cm ca ngi tiu dng i

vi thng hiu.
o Th hai, gi tr ti chnh l hnh vi ca ngi tiu dng h chn dng thng hiu
ca t chc hay l nhng i th cnh tranh.
Gi tr thng hiu gm 5 thnh t chnh l: s nhn bit thng hiu, cht
lng cm nhn vt tri, s lin tng thng hiu, s trung thnh thng hiu, cc yu
t gi tr thng hiu khc. Vic to dng c nhng gi tr ny l c mt qu trnh, i
hi s u t v quyt tm ca doanh nghip.

Xy dng v qun tr thng hiu

Cht lng cm nhn, chnh l s chnh lch gia tng gi tr ngi tiu dng
nhn c v nhng gi tr m h mong i mt sn phm khi quyt nh mua ti mt
mc chi ph no .
Mt thng hiu thng i km theo mt cm nhn tng th ca khch hng v
cht lng sn phm.
V d vi cc sn phm Elextrolux th ngi ta thng lin tng n s bn b
ca chic my git chng hn. Cht lng cm nhn s nh hng trc tip n quyt
nh mua sm v s trung thnh ca khch hng, c bit l trong trng hp ngi mua
khng c thi gian hoc khng th nghin cu k lng cc tnh nng sn phm trc khi
mua. Cht lng cm nhn cn h tr cho vic xc nh mt chnh sch gi cao v th s
to ra li nhun nhiu hn ti u t vo vic xy dng thng hiu.

2. Gi tr thng hiu ca Sacombank:

Nhiu nm qua, Ngn hng TMCP Si Gn Thng Tn (Sacombank) lun c xem l
mt trong nhng ngn hng thng mi c phn hng u Vit Nam. Chnh v vy, tnh thu ht
ca ngn hng ny vi nh u t l rt ln.

o Hot ng dch v mang v cho Sacombank khon li 1.007 t ng, li nhun

sau thu hp nht ca ngn hng t 2.066 t ng, tng 10% so nm trc, li c
bn trn mi c phiu (EPS) t 2.241 ng.
o V quy m, tng ti sn n cui nm 2011 ca Sacombank t 141.532 t ng,
vn iu l l 10.739 t ng, c bit n c kh nng mt vn ca Sacombank
ch cn 167,9 t ng, gim mnh 46% so vi hi u nm.
Sacombank l mt trong 12 ngn hng ln (G12) chi phi 85% th trng.
Vi nhng kt qu t c, Sacombank cng va c Ngn hng Nh nc
(NHNN) chnh thc giao ch tiu tng trng tn dng nm 2012 mc ti a 17%. y
l mc tng trng tn dng cao nht dnh cho cc ngn hng thuc nhm 1 trong 4
nhm t chc tn dng c NHNN nh gi trn c s tnh hnh hot ng v kh nng
tng trng tn dng ca cc t chc tn dng theo Ch th 01 ca NHNN.
Sacombank nhn gii thng Thng hiu mnh Vit Nam 2009
y l gii thng Thng hiu mnh Vit Nam 2009 do Cc Xc Tin
Thng Mi - B Cng Thng phi hp vi Thi bo kinh t Vit Nam t chc bnh
chn. Thnh tch t c xt trn cc tiu ch: kt qu kinh doanh nm 2009, mc
nhn bit thng hiu, cc hot ng cng ng, x hi v c bit l kh nng pht trin
bn vng v cng tc nng cao cht lng sn phm dch v.
Tn vinh nhng doanh nghip Vit Nam c thnh tch xut sc trong hot
ng sn xut kinh doanh v pht trin thng hiu bn vng, nng cao sc cnh tranh
trong cng cuc hi nhp kinh t quc t, ng thi gp phn thc y v nng cao nhn
thc v tm quan trng gi tr thng hiu ca cc doanh nghip.
Trc , vo thng 03/2010, The Asian Banker - Tp ch chuyn v lnh vc ti
chnh ngn hng ti khu vc Chu Thi Bnh Dng v Trung ng, cng chnh thc
cng b danh hiu Ngn hng bn l tt nht Vit Nam 2009 Best Retail Bank in
9

Xy dng v qun tr thng hiu

Vietnam 2009 thuc v Sacombank. y cng l danh hiu c bnh chn trn c s
nh gi cc yu t: gi tr thng hiu, hiu qu ti chnh, tnh bn vng ca ngun thu,
tnh kh thi v chin lc bn l, nng lc bn hng, nng lc qun l ri ro, quy trnh
vn hnh v cng ngh thng tin, s phong ph v sn phm dch v, kh nng thm
nhp th trng bn l, ngun nhn lc v tim nng pht trin trong tng lai.
Sacombank-SBJ t Cup vng Topten Thng hiu Vit - ng dng KH&CN

2011
Hng ng phong tro ng dng khoa hc v cng
ngh xy dng Thng hiu pht trin bn vng trong thi k
hi nhp, Lin hip cc Hi khoa hc v k thut Vit Nam
pht ng chng trnh gii thng Cp vng Top ten
thng hiu Vit - ng dng KH&CN nm 2011. Gii
thng c ngha tn vinh nhng Thng hiu ng dng
KH&CN tiu biu, nu tm gng cho cc doanh nghip
trong c nc noi theo. y l gii thng c Th
Tng Chnh Ph ph duyt theo Cng vn s 83/VPCPTCCV, ngy 06/01/2011 thng bo kin ch o ca Ph
th tng thng trc Chnh ph Nguyn Sinh Hng cho
php t chc bnh xt, trao thng Cp vng Top ten
Thng hiu Vit ng dng KH&CN nm 2011.
Sacombank-SBJ vinh d nhn c
gii thng Cp vng Top ten thng hiu
Vit - ng dng KH&CN nm 2011, gii
thng nh du mt chng ng khng
ngng phn u v pht trin ca cng ty.
Chng trnh trao gii din ra vo ngy
12/10/2011 ti TT Hi ngh White Palace
194 Hong Vn Th, Phng 9, Qun Ph
Nhun, TP HCM.

B. NH HNG CA GI TR THNG HIU

SACOMBANK N CHT LNG CM NHN CA
KHCH HNG:
I.
Nghin cu kho st mc nh hng:
1. L do chn ti:
Trn th trng Vit Nam hin c rt nhiu ngn hng, c bit l nhng ngn
hng ln ang tp trung ra sc pht trin cc h thng phc v, dch v tng cht
lng cm nhn ca khch hng.
Sacombank hin l mt ngn hng ln v c uy tn i vi mi khch hng.
Sacombank cn l mt thng hiu ln c nhiu ngi bit ti. Ngoi ra Sacombank
10

Xy dng v qun tr thng hiu

cn c bit ti l mt ngn hng lun n lc trong vic nng cao cc dch v, cht
lng phc v xy dng uy tn thng hiu.
Chnh v vy, vic kho st cht lng cm nhn ca khch hng v Sacombank
c ra c th hiu r thm v cht lng cm nhn ca khch hng khi nghe ti
thng hiu Sacombank.

2. Mc ch nghin cu:
Do Sacombank l mt ngn hng ln, l mt thng hiu c ting, v l ngn
hng c nhiu chi nhnh trn ton quc to thun li trong vic kho st, thy r s
khc bit v cm nhn khch hng trong th trng c nhiu ngn hng hin nay. V vy,
ti ny c a ra kho st xem cht lng cm nhn ca khch hng.
Tn ti nh hng ca gi tr thng hiu n cht lng cm nhn ca
khch hng i vi ngn hng Sacombank
-

Nghin cu xem gi tr thng hiu c nh hng th no n suy ngh ngi

tiu dng.
Ch ra c khch hng (l nhng ngi c s dng cc sn phm dch v ca
Sacombank) c nhng cm nhn nh th no khi c nhc, hi v thng
hiu Sacombank.
Ch ra c s khc bit v yu t cm nhn t pha khch hng i vi
thng hiu Sacombank (ch yu nghin cu t pha khch hng, khng nh
su vo ni b).

3. M t mu thu thp:
C s d liu:
iu tra cc i tng l ngi c s dng cc dch v ca Sacombank, s dng
bng kho st nh lng iu tra v mc cm nhn.
Thc hin cc cuc kho st khch hng t cc chi nhnh ngn hng Sacombank
trong khu vc qun Th c, qun 1 v qun 3, v mt s lp ti chc.
c im i tng:
Gm 100 i tng l khch hng c s dng dch v ca Sacombank.

o
o
o
o

Cc i tng bao gm c nam v n.

Trnh chuyn mn i tng: i hc, trung cp, trn i hc.
tui: trn 18, 18-29, 30-39, 40-49, 50-59 v 60+.
V mc thu nhp th dao ng khng c nh ty thuc vo ngnh ngh mi i
tng.

4. c im mu:
Bao gm cc cu hi hi v cht lng cm nhn v cht lng, bt u l 2 cu
hi nhn bit v khch hng khi s dng cc sn phm, dch v Sacombank:

o Anh/ ch bit n cc dch v Sacombank bng cch no?

o L do s dng cc dch v Sacombank.
V cht lng cm nhn, bng kho st bao gm cc yu t:

11

Xy dng v qun tr thng hiu

Uy tn thng hiu (hnh nh):
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.
Thng hiu Sacombank l thng hiu ln, uy tn thng hiu chnh l s cm
nhn ca khch hng khi nhc n tn Sacombank, cm nhn ca khch hng v s uy tn
cht lng, hnh nh ca ngn hng trong suy ngh mi khch hng.
y l yu t ch ra c s nhn bit ca khch hng v thng hiu
Sacombank. i vi khch hng, Sacombank l mt thng hiu ln v uy tn hay khng
v h bit n hu ht cc chi nhnh trn ton quc?
Ngoi ra, yu t ny cn iu tra s quan tm ca khch hng n s uy tn ca
thng hiu Sacombank theo mc nhn bit ca thang o.
Cht lng phc v:
Cht lng phc v chnh l cht lng ca i ng nhn vin khi thc hin giao
dch vi khch hng. V c s tip xc trc tip v gin tip, khch hng s c nhiu cm
nhn v s hi lng i vi cht lng phc v ca nhm nhn vin.
V cht lng phc v, mu iu tra nghin cu v s phn hi t pha khch
hng mi khi thc hin giao dch ti ngn hng Sacombank. Nghin cu v cm nhn ca
khch hng v cht lng t nhm nhn vin phc v khi m khch hng i hi v
nhng trng hp kh gii quyt. cc khiu ni, thi gian, s an ton hay nhng thng tin
c bn giao dch trong hay ngoi ngn hng, thng qua tip xc trc tip hay qua in
thoi.
Ngoi ra, khch hng cn cm thy g khi c quan tm, mi tham d cc
chng trnh khuyn mi,.?
Cht lng dch v:
Sacombank l mt ngn hng ln v l thng hiu mnh VN, y cn l ngn
hng kh mnh v cc dch v, h tr khch hng.
Cht lng dch v chnh l mt cng c hu hiu to s khc bit, li th
cnh tranh gia cc cng ty, in hnh l ngn hng Sacombank vi cc ngn hng ln
khc. Cht lng dch v cn l yu t quan trng ngn hng pht trin cc h thng
dch v phc khch hng mt cch tt nht, p ng c cc nhu cu ti thiu cn
thit cho mi khch hng. V vy y l mt yu t quan trng cn thit c th a ra
nh gi cht lng cm nhn t pha khch hng.
y l yu t ch ra mc hi lng ca khch hng nh th no khi h s dng
cc dch v ca ngn hng nh: s dng th ATM, my rt tin, ph rt v chuyn
tin,.V cc dch v ny c cht lng nh th no, s sp xp h tr cc dch v c
hp l v thun tin th no trong cm nhn ca khch hng?
S trung thnh:
L bin s 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
12

Xy dng v qun tr thng hiu

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.
Trong qu trnh pht trin thng hiu cn c s nht qun, trc tin l to
ting vang i vi khch hng, k l phn nh ct li ca cng ty v sn phm. S
thng nht ca thng hiu tr thnh bn p cho s nh v v to ra khc bit cho
thng hiu. S trung thnh tuy rt m h, nhng y l yu t v gi v qua thi gian,
n s lm tng gi tr thng hiu. Gi tr thng hiu l mt phn trong gi tr ca mi
doanh nghip. Gi tr thng hiu i khi l yu t quyt nh trong vic gi doanh
nghip.
V vy, nu c s trung thnh vi thng hiu mnh s to ra c nhiu li th:

o To c s khc bit mt cch hiu qu so vi i th.

o Tha mn nhu cu khch hng c v vt cht ln tinh thn.
o Nht qun trong xy dng thng hiu nh cam kt.
S trung thnh cng l yu t rt quan trng c th o lng cht lng
cm nhn t pha khch hng i vi thng hiu Sacombank.
Yu t ny gip iu tra v mc trung thnh ca khch hng vi thng hiu
Sacombank. i vi khch hng, Sacombank c l thng hiu uy tn lu di v ng
trung thnh khng, c l thng hiu cht lng v tt c th tin tng v gii thiu
cho bn b, ngi xung quanh v Sacombank khng?
Cm nhn gi tr hu hnh:
Gi tr hu hnh, l nhng gi tr v c s, thit b, cc yu t bn ngoi nh
trang phc nhn vin, s phc v, v c cc yu t v mt thi gian.
i vi khch hng, s phc v tn tnh v chu o t pha nhn vin ngn hng
cng gp phn lm gia tng cht lng cm nhn. Khng ch th, cc thit b tin nghi,
b tr hp l v a im c s di chuyn qua li thun tin hn cng lm cho khch
hng hi lng hn v ngn hng. Ngoi ra trang phc nhn vin cng l yu t nh hng
trc tip n ci nhn t pha khch hng, trang phc trang nh v gn gng gip khch
hng thy n tng v hi lng hn v cht lng phc v.
V vy, y cng l yu t c nhiu s nh hng n cm nhn ca khch hng,
v i vi Sacombank, khch hng cm nhn th no v gi tr hu hnh khi nhc n
thng hiu Sacombank.

5. c im thang o:
S dng thang o o lng mc cm nhn, c 5 bc:
Rt khng ng .
ng .
Khng ng .
Rt ng .
Khng c kin.
S dng thang o ny ch ra c mc hi lng cng nh v cht lng
cm nhn. Nhm mc tiu:

13

Xy dng v qun tr thng hiu

o Xc nh cc yu t (bin) c tc ng n nhn thc cht lng hay s hi lng

ca khch hng;

o Lng ha trng s hay mc quan trng ca mi yu t trong tng quan vi

cc yu t khc;

o Xc nh mc hi lng ti thi im nghin cu ca khch hng,

o So snh nh gi ca khch hng trn tng tiu ch
o Lng ha mi lin h gia mc hi lng vi cc i lng tip th khc (lng
trung thnh, phn ca khch hng);

o 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.

nh gi gi tr thng hiu Sacombank qua cht

lng cm nhn:

II.
1.

Uy tn thng hiu (hnh nh):

Kt qu cho thy c khong 54,3% khch hng hi lng vi uy tn thng hiu

vi 37,9% ng v 16,4% rt ng

T l
Rt khng Khng ng Khng c
ng
ng

kin

Rt ng

Sacombank l ngn hng c

nhiu chi nhnh trn ton quc 3.0%

12.3%

26.0%

37.0%

21.7%

Ngh n Sacombank u tin

khi nhc ti ngn hng
3.0%

18.5%

23.0%

34.0%

21.5%

Tip tc s dung dich v ca

Sacombank
3.0%

21.5%

27.7%

37.0%

10.8%

Gii thiu Sacombank cho bn

b bit v s dng
1.5%

10.8%

26.0%

49.2%

12.5%

Nh logo v
Sacombank

13.8%

30.8%

32.3%

15.4%

slogan

ca
7.7%

14

Xy dng v qun tr thng hiu

Uy tn thng hiu
Rt ng

ng
Khng c
kin

Uy tn thng hiu

Khng ng

Rt khng
ng
0.0%

10.0%

20.0%

30.0%

40.0%

Sacombank l ngn hng c nhiu chi nhnh ri rc trn ton quc vi 37% ng

v 21,7% rt ng , tng ng vi mc ng 50%. Sacombank l mt

thng hiu mnh vi mc phn b cc chi nhnh rng ri gip gi nhc hnh
nh thng hiu nhiu hn trong tm tr khch hng.
Khi nhc n ngn hng, khch hng thng c xu hng nhc n Sacombank
u tin vi trn 50% ng . Chng t Sacombank v ang xy dng v
nh v c thng hiu ca mnh trong lng khch hng.
Trn 60% khch hngng s gii thiu Sacombank cho bn bv ngi thn s
dng dch v ca ngn hng ny( vi 49,2% ng v 12.5% rt ng ). Cho
thy, Sacombank c khch hng nh gi kh cao v c c nhng hnh nh
tt p trong lng khch hng.
V uy tn thng hiu, r rng khch hng c s quan tm n uy tn ngn
hng Sacombank, kt qu l yu t t tin gii thiu cho bn b c nh gi cao, ngoi
ra c nhiu chi nhnh v ngh n u tin khi nhc v ngn hng cng c khch hng
nh gi trn mc trung bnh.

2.

Cht lng phc v:

Bin s

Thi gian giao dch nhanh, th tc t

Rt khng Khng
ng
ng

Tn s (t l)
Khng c
ng
kin

Rt
ng

6.1%

20%

24.6%

36.9%

48.9%

12.3%

29.2%

43.1%

10.8%

15.4%

13.8%

44.6%

21.6%

9.2%

18.5%

53.8%

15.4%

Lun c cp nht thng tin nhanh

chng v cc dch v s dng
4.6%
Nhn vin c kin thc tr li v t
vn cho khch hng
4.6%
Nhn vin c thi to s an tm
cho khch hng
3.1%

15

Xy dng v qun tr thng hiu

Cc giao dch c thc hin an
ton, m bo
3.1%
ng hn vi khch
H thng giao dch rng khp thun
tin cho giao dch
Mi thc mc, khiu ni u c
nhn ngay s h tr
C nhiu chng trnh khuyn mi,
gii thng
Quan tm n nhng kh khn ca
khch hng

6.2%

13.8%

44.6%

32.3%

1.5%

12.3%

16.9%

50.8%

18.5%

1.5%

10.8%

24.6%

46.1%

17%

1.5%

9.2%

32.3%

49.2%

7.8%

0%

9.2%

32.3%

40%

18.8%

3.1%

13.8%

40%

33.8%

9.2%

Theo kt qu TB th t l khch hng hi lng vi phc v ngn hng l kh cao

(gn 45% ng v khong 22% rt ng ) chim khong 65%. Trong :

Cht lng phc v

Rt ng
ng
Khn c kin

Cht lng phc v

Khng ng
Rt khng ng
0

10

20

30

40

50

Thi gian giao dch nhanh, th tc n gin c a s khch hng chp nhn

chim gn 83% (trong c 33.9% l ng v 48.9% rt ng ) chng t

Sacombank c phng php b tr khch hng hp l, h thng my mc trang b
nhanh h tr tt cho khch hng lm th tc.
Khch hng lun c cp nht thng tin nhanh chng v dch v s dng c
khong 54% khch hng chp nhn (trong c 43,1% ng , 10,8% rt ng
) Chng t Sacombank c h thng thng tin ti khch hng tng i tt,
knh truyn thng ti khch hng a dng vi nhiu hnh thc khc nhau nh bo
in t, in thoi, tivi, website ca ngn hng khin thng tin c khch
hng cp nht mt cch nhanh chng.
Nhn vin c kin thc tr li t vn cho khch hng c 66,2% kin chp nhn
(trong c 44,6% ng , 21,6% rt ng ) chng t Sacombank c i ng
nhn vin c tuyn dng vi nhng tiu chun gt gao v c o to kh
chuyn nghip. Nhn vin c thi to s an tm cho khch hng c 69,2% chp
nhn (trong c 53.8% khch hng ng v 15.4% rt ng ), chng t i
ng nhn vin ca Sacombank khng nhng c chuyn mn gii m k nng lm
16

Xy dng v qun tr thng hiu

vic v ng x vi khch hng tt, cht lng i ng nhn vin c khch hng
nh gi kh cao. Tuy nhin, vn cn mt b phn nh nhn vin kinh nghim
lm vic v k nng chuyn mn cha c trang b k, cn ch trng o to v
kim tra gim st cht lng lm vic ca nhn vin k hn.
Cc giao dch c thc hin an ton, m bo c 44,6% khch hng ng v
32,3% rt ng chim gn 77% Chng t an ton trong cc giao dch ca
Sacombank c khch hng nh gi kh cao, ngn hng c ch bo mt
thng tin cho khch hng qua giao dch th internetbanking v cc dch v khch
m bo an ton cho khch hng khi giao dch v kp thi gip x l khi c s c.
Tuy nhin vn c mt s t khng hi lng vic cc giao dch c thc hin an
ton do thnh thong gp phi cc s c t trm ATM nh rt tin khng c
nhng li b tr tin, v th ngn hng nn quan tm ci thin cht lng cc
my ATM hin i hn v tin ch hn na.
ng hn vi khch c khch hng nh gi kh cao, xp x 59%, mi thc
mc, khiu ni u c nhn ngay s h tr chim gn 53% khch hng c thi
chp nhn (trong c 46,1% ng , 17% rt ng ); quan tm n nhng
kh khn ca khch hng c 43% kin khch hngchp nhn (trong c
33,8% ng v 9,2% rt ng ) chng t Sacombank c quan tm n h
thng chm sc khch hng, quan tm n bo v uy tn v h tr thng tin cho
khch hng. Tuy nhin cng c nhiu khch hng khng c kin g v cc yu
t trn chim 33%, chng t c mt b phn cc khch hng khng my
quan tm n vic ngn hng c ng hn hay khng, c gii quyt tt cc thc
mc hay quan tm n nhng kh khn ca h hay khng, iu ny c th do cht
lng dch v chm sc khch hng ny tng i tt nn t khi ny sinh ra cc
vn kh khn m khch hng gp phi, cng c th do nhm khch hng ny
ch s dng vi dch v n gin (nh th ATM, chuyn tin vo th,..) nn khng
th gp nhiu vn nh nhng khch hng s dng nhiu loi dch v phc tp
hn.
H thng giao dch rng khp thun tin cho giao dch c 46,1% ng v 17%
rt ng chim tng cng trn 55% chng t Sacombank c s u t vo
cc tram ATM vi s lng my ti cc trm trung bnh l hai my, v cc tram
c phn b rng khp, thun li cho khch hng thc hin cc giao dch thng
qua th c thun tin v nhanh chng hn.
C nhiu chng trnh khuyn mi, gii thng c trn 58% chp nhn (trong
c 40% ng , 18,8% rt ng ) v c bit khng c kin no rt khng
vi vn trn, chng t thu ht c nhiu khch hng, Sacombank
ch trng u t vo qung co cho thng hiu mnh.

Cht lng phc v ca ngn hng Sacombank c khch hng nh gi kh

tt gp phn nh v c v th ca thng hiu Sacombank trong lng khch hng, to
iu kin cho thng hiu c qung b rng ri v thu ht thm nhiu khch hng s
dng dch v ca ngn hng hn.

17

Xy dng v qun tr thng hiu

3.

Cht lng dch v:

Tn s (t l)

Bin s

Rt khng Khng
ng
ng

Dch v nhanh chng, thun li, th

tc n gin
3,1%

8,5%

Khng c ng

kin
30,0%

8,0%

Rt ng

4
10,4%

Ph rt v chuyn tin hp l

4,6%

12,3%

29,2%

4
4,6% 9,3%

B phn chm sc khch hng tt

4,6%

12,3%

30,7%

5,4%

3
17,0%

T sut tin vay, tin gi hp l

thun li
1,5%

6,2%

52,3%

3
3,8% 6,2%

My ATM phn b ri rc, an ton

9,3%

26,2%

3,0%

4,6%

4
16,9%

Theo kt qu trn, c trn 50% khch hng ng vi cht lng dch v ca

Sacombank (40,1% ng v 12% rt ng )

Cht lng dch v

Rt ng
ng
Khng c kin

Cht lng dch v

Khng ng
Rt khng ng
0

10

20

30

40

50

Cc dch v rt tin, gi tin v dch v th c nh gi trn trung bnh khi c

trn 50% tng s p vin tr li l ng v rt ng ( 48%: ng , 10,4%:
rt ng ). Vi kin rt khng ng th nhn c 3,1%, khng ng nhn
c 8,5%, tng 2 kin ny ch chim hn 10%.

18

Xy dng v qun tr thng hiu

Ph rt v chuyn tin hp l t c t l trn trung bnh >50%( 44,6%: ng ,

9,3% rt ng ). Tuy nhin kt qu ca tng t l rt khng ng v khng
ng chim t l tng i trn 15%( 10%: 4,6% rt khng ng , 12,3%
khng ng )
B phn chm sc khch hng tt cng nhn c t l hi lng trn 50% ( vi
17% rt ng v 35.4% ng ). iu ny chng t Sacombank c mt b
phn chm sc khch hng kh tt, nhn vin c tuyn dng v o to chuyn
nghip, ngun nhn lc cht lng cao lun mang li nhng dch v tt nht cho
khch hng, thi nim n n cn c nhn vin Sacombank khai thc trit
mang li cm gic thoi mi cho khc hng.
T sut tin vay, tin gi hp l, thun li nhn c >50% (c th 52,3%) kin
trung lp, t l cn li chia s cho nhm ng v rt ng vi tng t l 40%,
cn li nhm rt khng ng vi khng ng xp x 8%. Cho thy c
khch hng khng nh gi cao v t sut cho vay, tin gi ca ngn hng
Sacombank.
Vi bin My ATM phn b ri rc, an ton, kt qu cho thy mc hi lng
khch hng mc ng v rt ng kh cao, tng hai mc ny t 70%.
Cho thy Sacombank ch trng lp t cc my ATM trn tng khu vc mi
mc an ton cao
cht lng dch v th hin tin cy m khch hng dnh cho ngn hng
Sacombank mc trung bnh. Khch hng nh gi thng hiu Sacombank kh tt nh
vo dch v rt tin, gi tin cng nh b phn chm sc khch hng v cc dch v th
v lp t my ATM. Tuy nhin vi ph rt chuyn tin v t sut tin vay,tin gi khch
hng t l ng di trung bnh cho thy Sacombank cn n lc ci thin nhng dch
v ny trong tng lai.

4.

S trung thnh:

T l
Rt
khng
ng

Khng
ng

Khng
ng
kin

1,53%

6,15%

52,30%

33,84% 6,15%

S dng thm nhiu dch v khch

1,53%
na ca Sacombank

10,70%

32,30%

49,23% 6,15%

T tin gii thiu v ngn hng

9,23%

26,15%

43,07% 16,90%

Tin vo thng tin nhn c

4,16%

Rt ng

19

Xy dng v qun tr thng hiu

S trung thnh
Rt ng
ng
Khng kin

S trung thnh

Khng ng
Rt khng ng
0

10

20

30

40

50

Nhn xt :
Qua cc biu v thng tin s liu va nu ta nhn ra rng s trung thnh ca
khch hng i vi ngn hng sacombank c nh gi cao, binh qun c 65 ngi thi
c khong 30 ngi ng nht qun vi quan im v chnh sch hin ti ca ngn
hng. Mt s t cn cha hiu c tim lc cng nh cch thc qun l v th h khng
kin vi nhng yu cu ca bng cu hi t ra. Trong khi s trung thnh l bin s
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.
V vy khi hnh nh trong mt khch hng c nh gi mnh m s gn kt to
ra mi quan h th sacombank khng nh c v th v dn chim li c th phn

5.

Cm nhn gi tr hu hnh:
T l
Khng
Rt khng
ng
ng

Khng
kin

Tr s c quan thit b hp dn

7,69%

12,30%

Trang phc nhn vin gn gng

3,07%

Thi gian lm vic thun tin

3,07%

ng

Rt ng

24,61%

40,00%

15,30%

10,70%

15,38%

55,38%

15,38%

10,70%

27,69%

44,61%

13,84%

20

Xy dng v qun tr thng hiu

Cm nhn hu hnh
Rt khng ng
ng
Khng kin

Cm nhn hu hnh

Khng ng
Rt khng ng
0

10

20

30

Tr s v thit b
Tr s nhng v tr thun tin cho
ngi tiu dng i li v cc thit b h tr hin
i p ng c cc nhu cu ca ngi tiu
dng.
Ch s ng rt cao, gn 40%.

40

50

40
35
30
25
20
15
10
5
0

Trang phc nhn vin

Trang phc gn gng, p v trang nh
khin cho khch hng thy thoi mi v hi
lng, cm thy s lch s trong giao dch trc
tip vi nhn vin ngn hng.
T l ng kh cao (gn 55%)

60
50
40
30
20
10
0

Thi gian lm vic

C s phn chia, sp xp thi gian hp
l, thun tin cho ngi tiu dng trong vic la
chn thi gian n giao dch ti ngn hng
v c p ng bt c lc no.
T l ng kh cao (gn 45%).

45
40
35
30
25
20
15
10
5
0

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Nhn xt:
Gi tr hu hnh, l nhng gi tr v c s, thit b, cc yu t bn ngoi nh
trang phc nhn vin, s phc v, v c cc yu t v mt thi gian. V th qua biu ta
nhn thy ch yu 50% khch hng ng vi quan im m bng cu hi a ra chnh
l do khin chng ta kt lun c hnh thc bn ngoi cng nh thi gian lm vic
c khch hng nh gi cao.
Vic sacombank ch n tm nhn ca h v phn no khng nh nn s uy
tn vn c. Tr s con ngi thit b to nn khch hng s an tm h c th gi gm
ngn hng m h tm c nht. C th thi gian lm vic cng gp phn to iu kin
thun tin hn cho cng vic cc khch hng

III.

Kim nh s khc bit v cht lng cm nhn ca

khch hng:

Qua s nh gi v 5 yu t cu thnh nn cht lng cm nhn t pha khch

hng i vi thng hiu Sacombank, ta c th thy rng Sacombank l mt thng hiu
kh mnh v i u trong vic phc v v p ng cc hot ng dch v cho ngi tiu
dng.
Do hin nay, mi khch hng u c mc thu nhp khc nhau ty vo tng ngnh
ngh mi ngi, tuy nhin vn c s khc bit v cht lng cm nhn gia cc nhm
tui v thng hiu Sacombank. mi tui c nhng khc bit v mc cm nhn khi
thc hin giao dch, s dng cc dch v ca Sacombank.

GII TNH

Nam
N

Gii tnh c s khc bit v t l gia nam v n. S lng khch hng l n

chim t l cao hn s khch hng l nam (39.25% > 60.75%).

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TUI

18-29
30-39
40-49
50-60

V tui, c chia lm 4 nhm chnh:

18-29: chim 45%.

30-39: chim 25%.
40-49: chim 12%.
50-60: chim 11%.

Gia cc tui c s khc bit rt r v t l. Trong s cc khch hng, nhng

khch hng c tui t 18-29 l nhng ngi thng xuyn v s dng nhiu nht cc
sm phm v dch v ca Sacombank. t l ngi c nhng nh gi cm nhn v
thng hiu Sacombank tp trung nhm tui ny l c nhiu nh hng nht n cht
lng cm nhn.
nhm tui 30-39, t l cng kh cao v thng l nhng ngi c cng vic
v thu nhp n nh v cng l nhm c nhiu i hi hn v cht lng phc v, dch v
ca Sacombank. s nh gi t nhm khch hng nhm tui ny kh quan trng.
Tuy nhin, 2 nhm cn li cng l 2 nhm c tui kh cao v thng l
nhng ngi lun i hi rt cao v cht lng hot ng, s phc v tn tnh t pha
ngn hng cng nh c ci nhn rt kht khe i vi thng hiu mt khi y l ngn
hng m h tin dng trong thi gian di. y s l nhm tui c tc ng kh nhiu
n nh gi cht lng cm nhn v thng hiu Sacombank, mc d t l thp (11% v
12%), nhng y vn l nhm khch hng quan trng trong vic nh gi.
Nh vy, ty vo tng tui m c s nhn nhn khc bit nhau v thng hiu
ca Sacombank, t m vic o lng cht lng cm nhn ca khch hng cng dao
ng theo cc nhm tui ny. phn nghin cu ny, thng qua 5 yu t phn tch
trn, ta c th thy c phn ln cc nhm tui u kh hi lng v nh gi kh cao v
s phc v, cc dch v, hot ng v c ci nhn kh tt v thng hiu Sacombank.
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IV.

nh gi cuc kho st:

Qua cuc iu tra khch hng Sacombank chng ta rt ra kt lun:

-

i tng khch hng ca Sacombank tp trung nhiu tui 18-39 (70%), n

nhiu hn nam (60.75% so vi 39.25%) v a s h ch s dng ngn hng
Sacombank.
Thng hiu Sacombank c nh hng cao n khch hng l 54.3%, trong
hu ht khch hng ny s gii thiu cho bn b v thng hiu ny.
Cht lng phc v (thuc tnh v hnh) ca ngn hng c nh gi cao 65%.
Lnh vc cht lng dch v (thuc tnh hu hnh) ca ngn hng c nh gi
tng i n 50%.
Khch hng cho rng h s trung thnh vi thng hiu Sacombank t mc kh
l tng khong (52%).
nh gi v gi tr hu hnh ca ngn hng khong 70% khch hng nh gi cao.

Cht lng cm nhn ca khch hng v thng hiu Sacombank l nh gi tng

th da trn nhn thc ca khch hng v nhng g to nn cht lng ca mt loi hnh
sn phm v mc uy tn ca thng hiu , c nh gi da trn nhng tiu ch
phn tch trn. Cht lng cm nhn s nh hng trc tip n hnh vi mua v s trung
thnh ca khch hng i vi sn phm hay thng hiu . Cht lng cm nhn cn h
tr cho vic nh gi mt thng hiu, khi khch hng cm nhn c gi tr ca sn
phm th cho d gi cao h vn sn lng theo ui thng hiu .
Ngy nay, vic t c mc hi lng cao v gi tr cm nhn t pha khch
hng ngy cng tr nn kh khn bi hnh nh thng hiu ngy cng c ci tin lin
tc v do vy nhng k vng ca khch hng v cht lng sn phm ngy cng cao hn
v c phn loi theo cc kha cnh khc nhau, cc kha cnh ny l cc yu t phn
tch trn. Nh vy lm sao mt thng hiu c khch hng nh gi cao?
V pha Sacombank, nm 2012 nh hng cho ngn hng l m bo an ton v
hiu qu trong hot ng. Trong cc gii php chin lc ca Sacombank theo th t
u tin l pht trin ngun nhn lc c cht lng cao, y nhanh tin trnh hin i ha
cng ngh ngn hng, tng nhanh nng lc, cht lng v hiu qu s dng ngun lc ti
chnh; pht huy cao nht li th mng liy l hng i tng i an ton v hp l
trong bi cnh nn kinh t ngn hng ang trong qu trnh thanh khon.

C. KT LUN:
Thng qua cuc kho st trc tip t pha khch hng s dng cc dch v ca
Sacombank, nh gi v phn tch cc yu t to nn cht lng cm nhn v s khc
bit gia cc nhm tui c th ch cho ta thy c mc hi lng, s cm nhn ca
khch hng i vi thng hiu Sacombank.
S nh hng ca gi tr thng hiu n cht lng cm nhn ca khch hng
kh nhiu, nht l cc yu t v dch v, s phc v v cc yu t hu hnh, ch ra mc
hi lng ca khch hng. Ta c th thy l cc khch hng c s ng kh cao v
cc yu t, chng t khch hng c cm nhn kh tch cc v thng hiu Sacombank, s
tin dng v hi lng kh cao, chng t ngn hng Sacombank c nhng p ng kh
tt trong vic phc v v p ng cc nhu cu cho ngi tiu dng.
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-----HT-----

25