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B GIO DC V O TO

TRNG I HC KINH T TP. H CH MINH


-s++cw







TRN TH TRM ANH



NNG CAO CHT LNG DCH V
NGN HNG BN L TI NGN HNG
TMCP XUT NHP KHU VIT NAM







LUN VN THC S KINH T







TP. H CH MINH NM 2011
B GIO DC V O TO
TRNG I HC KINH T TP. H CH MINH
-s++cw







TRN TH TRM ANH




NNG CAO CHT LNG DCH V
NGN HNG BN L TI NGN HNG
TMCP XUT NHP KHU VIT NAM



Chuyn ngnh : Kinh t Ti chnh Ngn hng
M ngnh : 60.31.12



LUN VN THC S KINH T



NGI HNG DN KHOA HC: PGS.TS TRNG TH HNG


TP. H CH MINH NM 2011

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




Hc vin: TRN TH TRM ANH
Ngn Hng m 6 Cao hc K18
i hc Kinh T TP.HCM










LI CAM OAN
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Ti xin cam oan Lun vn Thc s Kinh t Nng cao cht lng dch v
ngn hng bn l ti Ngn hng TMCP Xut Nhp Khu Vit Nam l do chnh Ti
nghin cu v thc hin. Cc s liu trong lun vn c thu thp t thc t c
ngun gc r rng, ng tin cy, c x l trung thc v khch quan. Ti xin t
chu trch nhim v tnh xc thc v tham kho ti liu khc.

TPHCM, ngy 15 thng 09 nm 2011
Tc gi


TRN TH TRM ANH















DANH MC CC BNG BIU, HNH V
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BNG BIU
Bng 2.1: Vn huy ng khch hng bn l ca Eximbank t nm 2006-2010
Bng 2.2: Doanh s tn dng bn l ca Eximbank t nm 2006-2010
Bng 2.3: Tng hp s lng th Eximbank tnh n ngy 31/12/2010
Bng 2.4: Tng hp doanh s th Eximbank nm 2009-2010
Bng 2.5: S liu phn trm v tui nhn s phc v bn l ti Eximbank
Bng 2.6: S liu phn trm v trnh nhn s phc v bn l ti Eximbank
Bng 2.7: Xp loi khch hng bn l
Bng 2.8: S liu t l xu (NPL) ca Eximbank t nm 2006-2010
Bng 2.9: S liu li nhun trc thu, ROA, ROE t nm 2006-2010
Bng 2.10: So snh cht lng dch v NHBL ti Eximbank v mt s ngn hng khc
Bng 2.11: Cc thnh phn cht lng dch v NHBL nghin cu ti Eximbank
Bng 2.12: Phn loi mu thng k
Bng 2.13: Kt qu phn tch thng k m t
Bng 2.14: Kt qu kim nh thang o Cronbachalpha
Bng 2.15: Tm tt cc h s v mc ph hp m hnh
Bng 2.16: Kt qu phn tch hi quy tuyn tnh bi

HNH V
Hnh 1.1: M hnh 5 khe h cht lng dch v
Hnh 1.2: M hnh nghin cu l thuyt
Hnh 2.1: Biu vn huy ng khch hng bn l ca EIB t nm 2006-2010
Hnh 2.2: Biu c cu vn huy ng bn l theo loi tin nm 2010
Hnh 2.3: Biu doanh s tn dng bn l ca EIB t nm 2006-2010
Hnh 2.4: Biu h thng mng li EIB tnh n 31/12/2010
Hnh 2.5: Biu s liu phn trm v tui nhn s phc v bn l ti Eximbank
Hnh 2.6: Biu v trnh nhn s phc v bn l ti Eximbank
Hnh 2.7: Biu so snh cht lng dch v NHBL ti Eximbank v mt s NH khc
Hnh 3.1: Tam gic dch v khch hng



























DANH MC CC CH VIT TT
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ACB : Ngn hng TMCP Chu
ATM : My rt tin t ng
BNP : Banque Nationale de Paris
DIB : Dubai Islamic Bank
DNVVN : Doanh nghip va v nh
DV : Dch v
DVBL : Dch v bn l
DVNH : Dch v ngn hng
EIB : Eximbank
Eximbank : Ngn hng TMCP Xut Nhp Khu Vit Nam
KH : Khch hng
NH : Ngn hng
NHBL : Ngn hng bn l
NHNN : Ngn hng nh nc
NHTM : Ngn hng thng mi
NPL : T l n xu
PGD : Phng giao dch
POS : My chp nhn th
PR : Quan h cng chng
ROA : T sut li nhun / tng ti sn
ROE : T sut li nhun / vn ch s hu
Sacombank : Ngn hng TMCP Si Gn Thng Tn
SP : Sn phm
SMBC : Sumitomo Mitsui Banking Corporation
Techcombank : Ngn hng TMCP K Thng
TCTD : T chc tn dng
TMCP : Thng mi c phn
TPHCM : Thnh ph H Ch Minh
USD : la M
VIP : Khch hng cao cp
WTO : T chc thng mi th gii
MC LC
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Trang
TRANG PH BA
LI CM N
LI CAM OAN
DANH MC BNG BIU, HNH V
DANH MC CC CH VIT TT
MC LC
PHN M U

CHNG 1: C S L LUN V CHT LNG DCH V NGN HNG
BN L
1.1 Tng quan v dch v ngn hng bn l ...................................................... 1
1.1.1 nh ngha v dch v ngn hng bn l .................................................... 1
1.1.2 c im ca dch v ngn hng bn l..................................................... 2
1.1.3 Vai tr ca dch v ngn hng bn l......................................................... 3
1.1.3.1 i vi nn kinh t............................................................................... 3
1.1.3.2 i vi ngn hng................................................................................ 3
1.1.3.3 i vi khch hng.............................................................................. 3
1.1.4 Cc dch v ca ngn hng bn l ............................................................. 4
1.1.4.1 Dch v huy ng vn........................................................................... 4
1.1.4.2 Dch v tn dng ................................................................................... 4
1.1.4.3 Dch v th ........................................................................................... 4
1.1.4.4 Dch v thanh ton................................................................................ 5
1.1.4.5 Dch v ngn hng in t .................................................................... 5
1.1.4.6 Cc dch v ngn hng bn l khc ....................................................... 7
1.2 Nhng vn c bn v cht lng dch v ngn hng bn l .................. 7
1.2.1 Khi nim v cht lng dch v................................................................ 7
1.2.2 Mi quan h gia cht lng dch v v s hi lng ca khch hng ........ 10
1.2.3 Cc l thuyt nh gi v cht lng dch v............................................. 11
1.2.4 Cht lng dch v ngn hng bn l......................................................... 17
1.2.5 o lng cht lng dch v ngn hng bn l.......................................... 17
1.2.6 S cn thit phi nng cao cht lng dch v ngn hng bn l............... 18
1.3 Kinh nghim v nng cao cht lng dch v NHBL ca mt s Ngn hng
trn th gii v bi hc kinh nghim cho cc NHTM Vit Nam
1.3.1 Kinh nghim v nng cao cht lng dch v NHBL ca mt s Ngn hng
trn th gii.......................................................................................................... 20
1.3.2 Bi hc kinh nghim v nng cao cht lng NHBL cho cc NHTM Vit
Nam...................................................................................................................... 23
Kt lun chng 1 .............................................................................................. 25

CHNG 2: THC TRNG CHT LNG DCH V NGN HNG BN
L TI NGN HNG TMCP XUT NHP KHU VIT NAM
2.1 Gii thiu v Ngn hng TMCP Xut Nhp Khu Vit Nam..................... 26
2.1.1 Gii thiu s lc v Ngn hng TMCP Xut Nhp Khu Vit Nam......... 26
2.1.2 nh gi chung nng lc v cht lng sn phm dch v ca Eximbank
......................................................................................................................... 28
2.2 Kt qu hot ng kinh doanh dch v NHBL ti Eximbank thi gian qua
.. ...29
2.2.1 Dch v huy ng vn bn l...................................................................... 29
2.2.2 Dch v tn dng bn l.............................................................................. 31
2.2.3 Dch v th ................................................................................................ 31
2.2.4 Dch v chuyn tin ................................................................................... 32
2.2.5 Dch v ngn hng in t......................................................................... 33
2.3 Thc trng cht lng dch v NHBL t kt qu kinh doanh dch v
NHBL ti Eximbank thi gian qua.................................................................... 34
2.3.1 Cht lng dch v huy ng vn bn l ................................................... 34
2.3.2 Cht lng dch v tn dng bn l ........................................................... 34
2.3.3 Cht lng dch v th.............................................................................. 35
2.3.4 Cht lng dch v chuyn tin................................................................. 36
2.3.5 Cht lng dch v ngn hng in t....................................................... 36
2.4 Phn tch cc nhn t tc ng n cht lng dch v NHBL ti Eximbank
............................................................................................................................. 37
2.4.1 C s vt cht............................................................................................ 37
2.4.1.1 Mng li hot ng v tr s cc n v kinh doanh bn l................. 37
2.4.1.2 Mng li my ATM POS................................................................. 39
2.4.1.3 Cng ngh ngn hng............................................................................ 39
2.4.2 Ngun nhn s phc v bn l ti Eximbank.............................................. 40
2.4.2.1 S lng v trnh nhn s phc v bn l ti Eximbank ................... 40
2.4.2.2 Trang phc, ngoi hnh, hnh nh bn ngoi ca nhn vin ................... 42
2.4.2.3 Cng tc tuyn dng nhn s ................................................................ 43
2.4.2.4 Ch o to ...................................................................................... 43
2.4.2.5 Ch khen thng, i ng................................................................. 45
2.4.3 Cng tc t chc, qun l h thng dch v ngn hng bn l.................... 46
2.4.3.1 Chnh sch chm sc khch hng v pht trin nn khch hng............. 46
2.4.3.2 Cng tc qun tr iu hnh................................................................... 50
2.4.3.3 Cng tc t chc qun l v nhn s hot ng bn l .......................... 51
2.4.3.4 Cng tc pht trin sn phm dch v bn l mi .................................. 52
2.4.3.5 Hot ng marketing sn phm dch v ngn hng bn l ..................... 53
2.4.3.6 Cng tc kim tra, kho st v qun l tiu chun cht lng dch v ... 54
2.4.4 Nng lc ti chnh v thng hiu Eximbank............................................. 55
2.5 nh gi cht lng dch v NHBL ti Eximbank thng qua kin ca
khch hng.......................................................................................................... 57
2.5.1 So snh cht lng dch v NHBL ti Eximbank v mt s ngn hng khc
............................................................................................................................. 57
2.5.2 nh gi cht lng dch v NHBL ti Eximbank thng qua kin ca
khch hng........................................................................................................... 58
2.6 Nhn xt cht lng dch v ngn hng bn l ti Eximbank.................... 65
2.6.1 Nhng kt qu t c v cht lng dch v ngn hng bn l............... 65
2.6.2 Nhng hn ch v cht lng dch v ngn hng bn l ............................ 67
2.6.3 Nguyn nhn ca hn ch .......................................................................... 68
Kt lun chng 2 .............................................................................................. 70

CHNG 3: GII PHP NNG CAO CHT LNG DCH V NGN
HNG BN L TI NGN HNG TMCP XUT NHP KHU VIT NAM
3.1 nh hng pht trin ca Ngn hng Eximbank trong thi gian ti.... .. 71
3.1.1 nh hng pht trin chung ca Ngn hng Eximbank............................ 71
3.1.2 nh hng pht trin dch v ngn hng bn l ca Ngn hng Eximbank
............................................................................................................................. 72
3.2 Mt s gii php nng cao cht lng dch v NHBL ti Eximbank......... 73
3.2.1 Gii php nng cao cht lng c s vt cht ........................................... 73
3.2.1.1 u t nng cp c s vt cht, trang thit b ca mng li giao dch.. 73
3.2.1.2 Pht trin mng li knh phn phi truyn thng v hin i .............. 74
3.2.1.3 u t pht trin cng ngh .................................................................. 76
3.2.2 Gii php nng cao cht lng ngun nhn lc......................................... 78
3.2.2.1 Hon thin quy trnh tuyn dng........................................................... 78
3.2.2.2 Nng cao cht lng cng tc o to ................................................... 79
3.2.2.3 Xy dng chnh sch i ng nhn vin hp l ..................................... 79
3.2.2.4 Ch trng phong cch chuyn nghip ca nhn vin dch v NHBL..... 80
3.2.3 Gii php nng cao cht lng t chc qun l h thng dch v NHBL ... 81
3.2.3.1 Tng cng nng lc qun tr iu hnh................................................ 81
3.2.3.2 Hon thin m hnh t chc qun l kinh doanh NHBL........................ 82
3.2.3.3 Tng cng cng tc chm sc khch hng........................................... 82
3.2.3.4 Pht trin nn khch hng vng chc .................................................... 86
3.2.3.5 y mnh nghin cu v pht trin sn phm dch v NHBL............... 87
3.2.3.6 y mnh cc hot ng truyn thng v marketing dch v NHBL..... 91
3.2.3.7 Xy dng cc tiu chun cht lng dch v ......................................... 92
3.2.3.8 Nng cao cht lng cng tc kim tra, kho st cht lng dch v..... 93
3.2.4 Gii php nng cao nng lc ti chnh v pht trin thng hiu Eximbank
............................................................................................................................. 94
3.2.4.1 Gii php nng cao nng lc ti chnh................................................... 94
3.2.4.2 Gii php pht trin thng hiu Eximbank .......................................... 96
3.3 Kin ngh vi Ngn hng Nh nc v c quan Chnh ph....................... 97
Kt lun chng 3 .............................................................................................. 99

KT LUN
TI LIU THAM KHO
PH LC
Ph lc 1: M ha d liu
Ph lc 2: Phn tch thng k m t (SPSS)
Ph lc 3: Kim nh thang o Cronbach's Alpha
Ph lc 4: Phn tch nhn t khm ph EFA
Ph lc 5: Phn tch hi quy tuyn tnh bi
Ph lc 6: Mu phiu cu hi kho st









PHN M U
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1. S CN THIT CA TI:
Hi nhp quc t m ra nhiu c hi, nhng cng t ra khng t thch
thc i vi cc t chc cung ng dch v ngn hng khi phi cnh tranh gay gt
vi cc ngn hng nc ngoi khng ch mnh v tim lc ti chnh m cn c
nhiu kinh nghim trong vic pht trin cc dch v ngn hng hin i.
Di p lc cnh tranh v cung cp dch v ngn hng v s pht trin nhanh
chng ca cng ngh thng tin, nm 2010 c nh gi l nm bng n v dch
v ngn hng bn l, tng cng tip cn vi nhm khch hng c nhn, doanh
nghip va v nh.
Dn s Vit Nam theo c tnh s tng ln 88 triu ngi vo nm 2010, vi
mc thu nhp ca ngi dn ngy cng cao, y l th trng tim tng ca cc
ngn hng thng mi, khi mc tiu thanh ton khng dng tin mt c ch
trng. Do , chin lc pht trin ngn hng bn l ca Eximbank s tp trung c
bit vo khch hng c nhn vi cc sn phm bn l phong ph, chuyn nghip,
ph hp vi nhu cu v kh nng ca tng i tng, tng phn khc khch hng
khc nhau vi mc tiu xy dng h thng dch v ngn hng bn l c cht lng,
an ton v t hiu qu kinh t cao trn c s tng cng hi nhp kinh t quc t,
m rng th trng dch v ngn hng bn l theo cc cam kt song phng v a
phng, ng dng cng ngh ngn hng tin tin v pht trin hp l mng li
phn phi cung ng y , kp thi, thun tin cc sn phm dch v v tin ch
ngn hng bn l cho mi i tng khch hng.
Vi xu hng ngi tiu dng lun thay i theo nhu cu ca cuc sng,
iu ny i hi Eximbank phi c chin lc v gii php mi theo hng ngn
hng bn l a nng. p ng c nhu cu s dng dch v ngn hng ngy
cng cao ca khch hng, cng nh chy ua trong cuc cnh tranh ngy mt khc
lit gia cc ngn hng, Eximbank ang ra sc m rng mng li, a dng ha sn
phm bn l, nng cao cht lng dch v bn l, nng cao phong cch phc v
thng , nhm sm thc hin c mc tiu tr tp on ti chnh bn l a
nng hng u, phn u pht trin c h thng dch v ngn hng bn l ngang
tm vi cc nc trong khu vc v chng loi, cht lng v nng lc cnh tranh,
tng bc nng cao uy tn v thng hiu ca Eximbank trn th trng ti chnh
quc t.
T thc t trn, vic nh gi li thc trng cht lng dch v ngn hng
bn l ca ngn hng TMCP Xut Nhp Khu Vit Nam cng nh gip ngn hng
c cc gii php nng cao cht lng dch v bn l trong thi gian ti nhm gia
tng mc hi lng ca khch hng, tc gi quan tm v la chn nghin cu
ti Nng cao cht lng dch v ngn hng bn l ti ngn hng TMCP Xut
Nhp Khu Vit Nam. ti c thc hin khng ngoi mc ch trn v tc gi
hy vng s nhn c nhiu kin ng gp vn nghin cu c hon thin
hn.
2. MC TIU NGHIN CU:
nh gi thc trng cht lng dch v ngn hng bn l ca ngn hng
TMCP Xut Nhp Khu Vit Nam (Eximbank)
xut mt s gii php nng cao cht lng dch v ngn hng bn l
ca ngn hng TMCP Xut Nhp Khu Vit Nam (Eximbank)
3. I TNG, PHNG PHP V PHM VI NGHIN CU:
i tng nghin cu: Cht lng dch v ngn hng bn l ti ngn hng
TMCP Xut Nhp Khu Vit Nam (Eximbank).
Phng php nghin cu: Phn tch cc nhn t chnh tc ng n cht
lng dch v ngn hng bn l ti ngn hng Eximbank, sau tin hnh phn tch
mc hi lng ca khch hng thng qua kho st thc t, x l bng phn mm
SPSS, t xut cc gii php nng cao cht lng dch v bn l.
Phm vi nghin cu: S liu nghin cu tnh n ngy 31/12/2010, ti
ngn hng TMCP Xut Nhp Khu Vit Nam (Eximbank).


4. NGHA THC TIN CA TI NGHIN CU:
Trn c s nh gi thc trng cht lng dch v ngn hng bn l ca
Eximbank, phn tch cc yu t t c v cha t c trong cng tc qun tr
cht lng dch v ngn hng bn l, t xut cc gii php nhm nng cao
cht lng dch v bn l ti ngn hng TMCP Xut Nhp Khu Vit Nam trong
thi gian ti.
5. KT CU CA TI NGHIN CU:
Ngoi phn Gii thiu ni dung ti v phn Kt lun, ti nghin cu
c chia thnh ba chng vi ni dung c th nh sau:
Chng 1: C S L LUN V CHT LNG DCH V NGN HNG BN
L.
Chng 2: THC TRNG CHT LNG DCH V NGN HNG BN L
TI NGN HNG TMCP XUT NHP KHU VIT NAM.
Chng 3: GII PHP NNG CAO CHT LNG DCH V NGN HNG
BN L TI NGN HNG TMCP XUT NHP KHU VIT NAM.
1
CHNG 1: C S L LUN V CHT LNG DCH V NGN HNG
BN L
1.1 Tng quan v dch v ngn hng bn l
1.1.1 nh ngha v dch v ngn hng bn l
Trong nn kinh t m, nhu cu v dch v ngn hng ngy cng cao, nht l
dch v ngn hng bn l (NHBL). Mc tiu ca dch v NHBL l khch hng c
nhn, nn cc dch v thng n gin, d thc hin v thng xuyn, tp trung vo
dch v tin gi v ti khon, vay vn, m th tn dng
Ty theo tng quan im v cch tip cn nghin cu khc nhau, hin nay c
mt s khi nim v Dch v NHBL c cng nhn ph bin nh sau:
Th trng bn l l mt cch nhn hon ton mi v th trng ti chnh, qua
, phn ng nhng ngi lao ng nh l s c tip cn vi cc sn phm dch
v ngn hng, to ra mt th trng tim nng, a dng v nng ng. Thut ng
NHBL chnh l Retail Banking (ting anh) - ngha l cung cp cc sn phm dch v
n tn tay ngi tiu dng vi s lng nh. Cn hiu ng ngha ca bn l l
hot ng ca phn phi, trong l trin khai cc hot ng tm hiu, xc tin,
nghin cu, th nghim, pht hin v pht trin cc knh phn phi hin i - m
ni bt l kinh doanh qua mng. Dch v bn l bao gm ba lnh vc chnh: th
trng, cc knh phn phi, dch v v p ng dch v. Bn l ngy cng pht trin
sang lnh vc xuyn quc gia.
Theo cc chuyn gia kinh t ca Hc vin Cng ngh Chu AIT, dch v
NHBL l cung ng sn phm, dch v ngn hng ti tng c nhn ring l, cc
doanh nghip va v nh thng qua mng li chi nhnh, khch hng c th tip
cn trc tip vi sn phm v dch v ngn hng thng qua cc phng tin in t
vin thng v cng ngh thng tin.
Theo t chc thng mi th gii WTO th dch v NHBL l loi hnh dch
v in hnh ca ngn hng, ni m cc khch hng c nhn c th n giao dch ti
cc chi nhnh/phng giao dch ca cc ngn hng thc hin cc dch v nh: tin
2
gi tit kim, kim tra ti khon, th chp, vay vn, dch v th tn dng, th ghi n
v cc dch v khc i km
Theo t in ngn hng TMCP Xut Nhp Khu Vit Nam, dch v NHBL
l hot ng cung cp cc sn phm ch yu cho khch hng c nhn vi cc dch
v nh tin gi tit kim, dch v th, chuyn tin du hc, dch v kiu hi, dch v
ngn hng in t, cho vay c nhn tiu dng, sn xut kinh doanh
Tm li, dch v NHBL c th hiu mt cch y nh sau: Dch v
NHBL l dch v ngn hng c cung ng n tng c nhn ring l, cc doanh
nghip va v nh, thng qua mng li chi nhnh hoc khch hng c th tip cn
trc tip vi cc sn phm dch v ngn hng thng qua cc phng tin thng tin
in t vin thng.
1.1.2 c im ca dch v ngn hng bn l
i tng phc v ca NHBL v cng ln: l cc c nhn, h gia nh v
cc doanh nghip va v nh.
S lng sn phm dch v NHBL cung cp rt a dng nhng gi tr ca
tng khon giao dch cha cao nn mc ri ro tng i thp.
Dch v NHBL i hi phi xy dng nhiu knh phn phi v a dng
cung ng c cc sn phm dch v cho khch hng trn phm vi rng.
Dch v NHBL phn ln da trn nn tng cng ngh thng tin hin i
v mt i ng nhn vin chuyn nghip nhm m rng, nng cao cht lng sn
phm v a sn phm n tng i tng khch hng.
Dch v n gin, d thc hin: Mc tiu ca dch v NHBL l khch
hng c nhn nn cc dch v thng tp trung vo dch v tin gi, thanh ton, vay
vn v dch v th.
Vic pht trin kinh doanh ch yu da vo thng hiu cht lng dch
v tt ca ngn hng nn cht lng dch v l yu t quan trng pht trin dch
v NHBL.
3
Chi ph hot ng trung bnh cao: S lng khch hng tuy ng nhng
phn tn rng khp nn vic giao dch khng c thun tin. Ngn hng thng
m rng mng li, u t giao dch online rt tn km.
Phng thc qun l v cc hnh thc tip th a dng, phc tp hn do
mng li khch hng tri rng.
1.1.3 Vai tr ca dch v ngn hng bn l
1.1.3.1 i vi nn kinh t
Dch v NHBL trc tip lm bin i t nn kinh t tin mt sang nn kinh
t khng dng tin mt, nng cao hiu qu qun l ca nh nc, gim chi ph x
hi ca vic thanh ton v lu thng tin mt. Bn cnh , thng qua dch v ngn
hng bn l, qu trnh chu chuyn tin t c tng cng v c hiu qu hn, tn
dng v khai thc cc tim nng v vn gp phn thc y sn xut kinh doanh
v tiu dng, nng cao i sng ca ngi dn.
1.1.3.2 i vi ngn hng
Dch v NHBL gi vai tr quan trng trong vic a dng ho sn phm, m
rng th trng, nng cao nng lc cnh tranh, to ngun vn trung v di hn ch
o cho ngn hng nhm thay i c cu thu nhp ca ngn hng, gim thiu ri ro
trong hot ng kinh doanh ngn hng, ng thi gp phn a dng ha hot ng
ngn hng, lm vng mnh nn ti chnh quc gia.
1.1.3.3 i vi khch hng
Dch v NHBL em n cho khch hng s thun tin, an ton, tit kim v
hiu qu trong qu trnh thanh ton v s dng ngun thu nhp ca mnh.
Thc t hin nay, dch v NHBL mang li cho cc ngn hng ngun thu
nhp n nh v phn tn ri ro, to nn tng vng chc cho hot ng ca ngn
hng. Chnh v vy, cc ngn hng thng mi bc u coi hot ng cung
ng dch v NHBL l hot ng ct li nhm to dng, cng c v pht trin mt
nn khch hng vng chc, t m rng cc hot ng kinh doanh khc ca ngn
hng. Cc NHTM Vit Nam v ang pht trin, nng cao cht lng DVNH bn
4
l theo xu th tt yu, ph hp vi xu hng chung ca cc ngn hng trong khu
vc v trn th gii.
1.1.4 Cc dch v ca ngn hng bn l
1.1.4.1 Dch v huy ng vn
Mt trong nhng chc nng quan trng ca NHTM l huy ng vn cho
vay v u t. Thng qua cc bin php v cng c c s dng, cc NHTM huy
ng ngun vn t khch hng c nhn v DNVVN di cc hnh thc ch yu
nh: tin gi khng k hn, tin gi c k hn, pht hnh giy t c gi (k phiu,
tri phiu ngn hng) v cc hnh thc tin gi khc. Cc khch hng c nhn v
DNVVN c ngun vn nhn ri tuy khng ln nhng vi s lng khch hng
ng s to nn mt ngun huy ng vn tim nng v di do cho cc NHTM.
Hin nay, ngoi cc sn phm tin gi truyn thng, cc NHTM a dng
ha nhiu sn phm tit kim linh hot v k hn v li sut nhm nng cao cht
lng dch v, p ng mi nhu cu ca khch hng.
1.1.4.2 Dch v tn dng
Dch v tn dng bn l cung cp cho khch hng c nhn v DNVVN cc
khon vay ngn hn, trung v di hn, bao gm: cho vay du hc, cho vay bt ng
sn, cho vay tiu dng, cho vay kinh doanh chng khon, cho vay sn xut kinh
doanh, cho vay thu chi, cho vay cm c giy t c gi
T trng cho vay i vi khch hng c nhn, cc DNVVN ngy cng ln
trong tng d n cho vay ca ngn hng, n gp phn tng doanh thu, li nhun cho
cc NHTM. Dch v cho vay khch hng c nhn v DNVVN ha hn mt tim
nng th trng ln v s khng ngng pht trin. Tuy nhin, cc khon vay nh l,
phn tn nn chi ph qun l cao. Bn cnh , khch hng vay ny rt nhy cm
vi cc yu t li sut, thi hn v th tc nn NHTM thng b tc ng mnh
vi cc yu t cnh tranh trn th trng v kh nng trc li ca khch hng.
1.1.4.3 Dch v th
Th ngn hng l mt sn phm ti chnh c nhn a chc nng do ngn
hng pht hnh, em li nhiu tin ch cho khch hng. Th c th s dng rt
5
tin, gi tin, cp tn dng, thanh ton ha n dch v hay chuyn khon. Th
cng c s dng cho nhiu dch v phi ti chnh nh tra vn thng tin ti
khonTh thanh ton hin nay c rt nhiu loi khc nhau, nhng nhn chung c
hai loi c bn l th ghi n (ni a v quc t) v th tn dng. Th ghi n s dng
s d hin c trn ti khon c nhn. Cn th tn dng ni bt vi tnh nng chi
tiu trc, tr tin sau trn c s c ngn hng cp mt hn mc tn dng.
Dch v th gp phn quan trng cho NHTM trong vic huy ng vn, thu
ph dch v v nng cao hnh nh ca ngn hng trong cng chng. Sn phm dch
v th i lin vi ng dng cng ngh v kh nng lin kt gia cc NHTM trong
khai thc th trng v tn dng c s h tng v cng ngh thng tin.
1.1.4.4 Dch v thanh ton
Dch v thanh ton c xem l mng nghip v mang li t sut li nhun
cao nhng cha c s quan tm ng mc. Cc phng tin thanh ton thng dng
bao gm: sc, y nhim thu, y nhim chi, thng phiu, lnh chiNgn hng thay
mt khch hng thc hin thanh ton v hng ha v dch v thng qua thanh ton
b tr, chuyn khon qua mng li thanh ton in t trong ni b h thng ngn
hng hay khc h thng ngn hng, chuyn khon trong nc hay nc ngoi.
Dch v chi tr lng qua ti khon c nhn, thanh ton ha n tin in,
in thoi, nc qua dch v th ang pht trin mnh v to ngun thu ng k
cho cc NHTM.
Dch v chuyn tin, nhn tin kiu hi ngy cng c m rng v y
mnh pht trin. Nhiu NHTM lin kt, hp tc lm i l nhn chuyn tin v
chi tr kiu hi cho mt s t chc ti chnh quc t nh Wester Union, Money
Gram
1.1.4.5 Dch v ngn hng in t
Trong bi cnh th trng ti chnh - ngn hng hi nhp, Vit Nam dn m
rng ca cho cc ngn hng nc ngoi th sn phm, dch v ca ngn hng trong
nc cn phi tm c im khc bit v hnh thc, ni dung. Trong , ni bt
ln l cc dch v ngn hng cng ngh hin i.
6
Hin nay, SMS Banking, eBanking, Mobile Banking ang l nhng dch
v c nhiu khch hng la chn. Vi cc dch v ny, khch hng khng phi
n ngn hng, cng khng phi mt qu nhiu thi gian m vn c th thc hin
c cc giao dch cn thit nh: chuyn khon, kim tra ti khon, thanh ton ha
n, giao dch tin gi cng nh tin vay y tht s l nhng dch v tin ch,
a khch hng tip cn ngy cng gn hn vi cuc sng hin i.
Vic ng dng cc DVNH in t trong hot ng kinh doanh ca cc
NHTM hin nay nh l mt li th cnh tranh, v y l mt trong nhng yu t
quan trng quyt nh s thnh cng trong xu hng pht trin dch v NHBL trong
tng lai. Cc sn phm dch v ngn hng in t hin i c th k n nh:
Call center: cung cp thng tin v gii p cc thc mc, khiu ni ca
khch hng. Hin nay hu ht cc ngn hng u c trung tm Call center nh tng
i 247/247 ca ngn hng Chu, tng i 24/7 ca ngn hng Eximbank.
Phone banking: l loi hnh dch v m khch hng s dng in thoi gi
n mt s my c nh ca ngn hng cung cp dch v thc hin cc giao dch
hay kim tra sao k ti khon, nghe thng tin v t gi v li sut
Mobile banking: l loi hnh dch v ngn hng giao dch qua in thoi
di ng. Khch hng c th kim tra s d ti khon, lit k giao dch, nhn thng
bo s d, t gi, li sut t ng qua tin nhn SMS Banking, thanh ton ha n
tin in, nc, in thoi, internet
Home banking: l loi dch v m cc giao dch c th c thc hin ti
nh thng qua h thng my tnh kt ni vi h thng my tnh ca ngn hng, bao
gm cc dch v chuyn tin, bo c, bo n, t gi, li sut
Internet banking: l dch v ngn hng m khch hng giao dch vi ngn
hng thng qua Internet. Khch hng c th tm kim thng tin v sn phm, dch
v ca ngn hng hay truy cp thng tin v ti khon c nhn, s d, tin gi, tin
vay


7
1.1.4.6 Cc dch v ngn hng bn l khc
Ngoi cc dch v nu trn, dch v dnh cho khch hng c nhn cn bao
gm thu h/chi h, chuyn tin du hc, gi h ti sn qu him, cho thu kt st
Dch v dnh cho khch hng DNVVN cn bao gm dch v thanh ton
quc t, kinh doanh ngoi t, bo lnh
1.2 Nhng vn c bn v cht lng dch v ngn hng bn l
1.2.1 Khi nim v cht lng dch v
Dch v l mt khi nim ph bin trong marketing v kinh doanh. L mt
sn phm c bit c nhiu c tnh khc vi cc loi hng ha khc nh tnh v
hnh, tnh khng ng nht, tnh khng th tch ri v tnh khng th ct tr. Chnh
v vy, cho n nay vn cha c mt nh ngha no hon chnh v dch v. Theo
V.A Zeithaml v M.J Bitner (2000) th Dch v l nhng hnh vi, qu trnh v
cch thc thc hin mt cng vic no nhm to gi tr s dng cho khch hng
nhm tha mn nhu cu v mong i ca khch hng.
Dch v ngy cng ng vai tr quan trng trong nn kinh t quc dn. Cht
lng dch v l mt trong nhng yu t quyt nh tnh hiu qu ca dch v cng
nh vic to ra gi tr ng gp cho nn kinh t ca quc gia.
Cht lng dch v c nh gi ph thuc vo vn ha, lnh vc, ngnh
ngh nn c rt nhiu nh ngha khc nhau. Ty thuc vo i tng nghin cu,
mi trng nghin cu m vic tm hiu cht lng dch v l c s cho vic thc
hin cc bin php nhm ci thin, nng cao cht lng dch v ca doanh nghip.
Trong lch s pht trin, nhiu nh cung cp dch v tm thy s khc bit ca
chnh mnh vi cc i th v duy tr khch hng ca mnh thng qua vic thc hin
cht lng dch v tuyt ho. Cht lng dch v tr thnh mt cng c
marketing chnh phn bit vi cc i th cnh tranh v thc y lng trung
thnh ca khch hng. Khch hng ch c th nh gi c cht lng dch v sau
khi mua v s dng. Chnh v vy, cc nh ngha v cht lng dch v thng
mang tnh ch quan, ch yu da vo thi , cm nhn v kh nng hiu bit ca
8
ngi s dng dch v. Qua qu trnh tham kho ti liu, nhn thy c mt s khi
nim v cht lng dch v c nhiu son gi s dng.
Cht lng dch v l mt s o lng mc dch v c a n khch
hng tng xng vi mong i ca khch hng tt n u. Vic to ra mt dch v
cht lng ngha l p ng mong i ca khch hng mt cch ng nht (Lu
Vn Nghim, 2008, tr.163)
Gronroos (1984) xem xt cht lng dch v c nh gi trn hai kha
cnh, l cht lng k thut (ni n nhng g c phc v) v cht lng
chc nng (chng c phc v nh th no). Trong nghin cu nm 1998, ng
m t cht lng dch v nhn thy c l s khc nhau gia cht lng dch v
mong i v cht lng dch v nhn c.
Parasurman, Zeithaml v Berry (1985,1988) (trch t Nguyn nh Th v
ctg.,2007) th cho rng Cht lng dch v l khong cch mong i v sn phm
dch v ca khch hng v nhn thc, cm nhn ca h khi s dng qua sn phm
dch v . ng gii thch rng bit c s d on ca khch hng th tt
nht l nhn dng v thu hiu nhng mong i ca h. Vic pht trin mt h
thng xc nh c nhng mong i ca khch hng l cn thit, sau mi to
mt chin lc cht lng dch v hiu qu. y c th xem l mt khi nim tng
qut nht, bao hm y ngha ca dch v khi xem xt cht lng dch v ng
trn quan im khch hng, xem khch hng l trung tm.
Tuy c nhiu nh ngha khc nhau, nhng xt mt cch tng th, cht lng
dch v bao gm nhng c im sau y:
Tnh vt tri: i vi khch hng, dch v c cht lng l dch v th
hin c tnh vt tri u vit ca mnh so vi nhng dch v khc. Chnh tnh
u vit ny lm cho cht lng dch v tr thnh th mnh cnh tranh ca cc nh
cung cp dch v. nh gi v tnh vt tri ca cht lng dch v chu nh hng
ln bi s cm nhn t pha ngi tip nhn dch v, c bit trong nghin cu hot
ng marketing v s hi lng ca khch hng.
9
Tnh c trng: Cht lng dch v l tng th nhng mt ct li nht kt
tinh trong sn phm dch v to nn tnh c trng ca sn phm dch v. V vy,
sn phm dch v c cht lng cao s hm cha nhiu c trng vt tri hn so
vi sn phm dch v cp thp. S phn bit ny gn lin vi vic xc nh cc
thuc tnh vt tri hu hnh hay v hnh ca sn phm, dch v. Chnh nh nhng
c trng ny m khch hng c th nhn bit cht lng dch v ca doanh nghip
ny so vi doanh nghip khc. Tuy nhin, trong thc t, cc c trng ct li ca
dch v ch mang tnh tng i nn rt kh xc nh mt cch y v chnh xc.
Tnh cung ng: Cht lng dch v gn lin vi qu trnh thc
hin/chuyn giao dch v n khch hng. Vic trin khai dch v, phong cch phc
v v cung ng dch v s quyt nh cht lng dch v tt hay xu. y l yu t
bn trong ph thuc vo s biu hin ca nh cung cp dch v. Chnh v th,
nng cao cht lng dch v, nh cung cp dch v trc tin cn phi bit ci thin
yu t ni ti ny to thnh th mnh lu di ca chnh mnh trong hot ng
cung cp dch v cho khch hng.
Tnh tha mn nhu cu: Dch v to ra nhm p ng nhu cu ca khch
hng. Cht lng dch v nht thit phi tha mn nhu cu khch hng v ly yu
cu ca khch hng lm cn c ci thin cht lng dch v. Nu khch hng
cm thy dch v khng p ng c nhu cu ca mnh th h s khng hi lng
vi cht lng dch v m h nhn c. Trong mi trng kinh doanh hin i,
cc nh cung cp dch v phi lun hng n nhu cu khch hng v c gng ht
mnh p ng cc nhu cu .
Xt trn phng din phc v khch hng, tnh tha mn nhu cu bao
hm c ngha ca tnh cung ng. S d nh vy l v cht lng dch v bt u
t khi doanh nghip nm bt c nhu cu ca khch hng n khi tin hnh trin
khai dch v, nhng chnh trong qu trnh thc hin cung ng dch v m khch
hng s cm thy hi lng hay khng v t cm nhn c cht lng dch v
tt hay xu. Nu tnh cung ng mang yu t ni ti th tnh tha mn nhu cu li b
chi phi bi tc ng bn ngoi nhiu hn.
10
Tnh to ra gi tr: Cht lng dch v gn lin vi cc gi tr c to ra
nhm phc v khch hng. S l v ch v khng c gi tr nu cung cp cc dch v
m khch hng nh gi l khng c cht lng. Doanh nghip to ra gi tr v
khch hng l i tng tip nhn nhng gi tr . V vy, vic xem xt cht lng
dch v hay c th hn l cc gi tr em li cho khch hng, ph thuc vo nh
gi ca khch hng ch khng phi ca doanh nghip. Khch hng n nhn nhng
gi tr dch v mang li v so snh chng vi nhng g h mong i s nhn c.
Do , tnh to ra gi tr l c im c bn v l nn tng cho vic xy dng v
pht trin cht lng dch v ca doanh nghip.
1.2.2 Mi quan h gia cht lng dch v v s hi lng ca khch hng
S tn ti ca mi ngnh ngh kinh doanh chnh l khch hng. Khch
hng chnh l thng , l ngi quyt nh doanh s da trn mc hi lng
ca h v cht lng sn phm dch v m h s dng. V vy, phng chm hot
ng ca cc nh cung ng sn phm dch v l phi tha mn nhu cu ca khch
hng v khi , kh nng h tip tc mua hng l rt cao.
S hi lng ca khch hng chnh l trng thi cm nhn ca mt ngi
qua vic tiu dng sn phm dch v, v mc li ch m mt sn phm dch v
thc t em li so vi nhng g ngi k vng (Philip Kotler, 1991). Hay theo
quan im ca Bachelet (1995) th s hi lng l phn ng mang tnh cm xc ca
khch hng v mt sn phm, dch v da trn nhng kinh nghim c nhn.
Thng thng cc nh kinh doanh dch v thng cho rng cht lng dch
v v s hi lng ca khch hng l ng nht. Tuy nhin, nhiu nghin cu khc
cho rng y l hai khi nim khc nhau nhng c mi lin h tng h cht ch
vi nhau. Cht lng dch v l nhn t tc ng nhiu nht n s hi lng ca
khch hng. Nu nh cung cp dch v em n cho khch hng nhng sn phm c
cht lng tha mn nhu cu ca h th doanh nghip bc u lm cho khch
hng hi lng.
Do , mun nng cao s hi lng ca khch hng, nh cung cp dch v
phi nng cao cht lng dch v. Cht lng dch v ch tp trung c th vo
11
nhng thnh phn ca dch v nhng n l ngun gc quan trng, l ci c to ra
trc v sau quyt nh n s hi lng ca khch hng. V vy, chng ta c th
dng s hi lng ca khch hng o lng cht lng dch v.
1.2.3 Cc l thuyt nh gi v cht lng dch v
o lng cht lng dch v, hin ang c hai m hnh c cc nh
nghin cu kim nh trong nhiu nm, l m hnh SERVQUAL ca
Parasuraman & ctg nm 1988 v m hnh cht lng dch v ca Gronroos nm
1984. Tuy nhin, m hnh SERVQUAL l m hnh c ng dng rng ri v ph
bin nht. Bi nghin cu ny cng p dng m hnh SERVQUAL.
M hnh 5 khe h cht lng dch v
Trong qu trnh cung cp dch v, gia nh cung cp (ngn hng) v khch
hng lun tn ti nhng khong cch. Cc khong cch ny bin i ph thuc vo
hai nhn t chnh l khch hng v ngn hng.
Bn cnh l nhng yu t mi trng xung quanh tc ng, nh hng
n khch hng v ngn hng. Khong cch cng ln th hin kh nng ngn hng
p ng nhu cu ca khch hng cng thp. Chnh v vy, qun tr cht lng dch
v v thc cht chnh l qun tr cc khong cch cht lng dch v. Thu hp cc
khong cch ny l mc tiu hng ti ca nh cung cp.











12
Hnh 1.1: M hnh 5 khe h cht lng dch v

(Ngun: Parasuraman & ctg (1985: 44) )
Khong cch 1: Xut hin khi c s khc bit gia k vng ca khch hng
v dch v s nhn c v nhn thc ca ngn hng v nhng k vng ny ca
khch hng. Khong cch 1 thng xut hin do ngn hng khng hiu c ht
nhng c im no to nn cht lng dch v ca mnh v nh gi cha st nhu
cu ca khch hng.
Khong cch 2: Khong cch ny ny sinh trong qu trnh thc hin cc mc
tiu cht lng dch v. Ngn hng gp kh khn trong vic chuyn i nhn thc
ca mnh v k vng ca khch hng thnh nhng c tnh ca dch v. Khong
cch th hai ph thuc ch yu vo nng lc thit k sn phm ca ngn hng.
Nhu cu c nhn
KHCH
HNG
Mc dch v mong mun
Khong
cch 5
Khong
cch 1
Mc dch v nhn c
Cung cp dch v
(lin h KH)
NGN
HNG
Khong
cch 3
Khong
cch 4

Khong
cch 2
p dng kin thc thc t vo thit k dch v
Nhn thc thc t v cc k vng ca KH
Truyn t thng tin
bn ngoi n KH
Tri nghim qu kh Thng tin truyn ming
13
Khong cch 3: Xut hin khi nhn vin ngn hng khng chuyn giao dch
v cho khch hng theo nhng tiu ch c xc nh.
Khong cch ny ph thuc nhiu vo cht lng i ng nhn vin trc tip cung
cp sn phm dch v. Cho d sn phm c c thit k ng tng, nhiu tin
ch, c kh nng p ng nhu cu ca khch hng nhng nu ti khu cung cp, thi
v trnh chuyn mn ca nhn vin khng m bo, khng p ng c nhu
cu ca khch hng, khin khch hng cm thy phin toi th nhng n lc c gng
ca ngn hng trong tm hiu nhu cu th trng, thit k sn phm, cng khng
cn ngha.
Khong cch 4: y l khong cch gia cht lng dch v thc t v s k
vng ca khch hng di tc ng ca thng tin tuyn truyn bn ngoi nh qung
co, tip th, l nhng ha hn c phng i khng chnh xc, vt qu kh
nng thc hin ca nh cung cp dch v. iu ny rt d lm mt lng tin ca
khch hng nu nh cung cp dch v thc hin qung co, tuyn truyn qu s tht.
Khong cch 5: Sau khi s dng dch v, khch hng s c s so snh cht
lng dch v m h cm nhn c vi cht lng dch v k vng ban u.
Vn mu cht m bo cht lng dch v l nhng gi tr khch hng nhn
c trong qu trnh s dng sn phm dch v phi t hoc vt tri so vi nhng
g khch hng ch mong. Nh vy, cht lng dch v c nh gi cao hay thp
ph thuc vo s cm nhn v dch v thc t ca khch hng nh th no trong bi
cnh khch hng mong i g t ngn hng.
Parasuraman & ctg (1985) cho rng cht lng dch v l hm s ca khong
cch th nm. Khong cch th nm ny ph thuc vo cc khong cch trc .
V th, rt ngn khong cch th 5 v gia tng cht lng dch v, nh qun tr
dch v phi n lc rt ngn cc khong cch 1,2,3,4.
M hnh nghin cu SERVQUAL
SERVQUAL c xy dng da trn quan im cht lng dich v cm
nhn l s so snh gia cc gi tr k vng/mong i v cc gi tr khch hng cm
nhn c.
14
M hnh ny xem xt hai kha cnh ch yu ca cht lng dch v l kt
qu dch v (outcome) v cung cp dch v (process) c nghin cu thng qua
nm tiu ch: (1) s tin cy (reliability), (2) tnh p ng (responsiveness), (3)
phng tin hu hnh (tangibles), (4) nng lc phc v (assurance) v (5) s ng
cm (empathy).
C th hiu hm ca cc thnh phn cht lng theo m hnh Servqual nh
sau:
(1) S tin cy (reliability) : Tnh nht qun v ng tin cy trong qu trnh
cung ng dch v.
- Hiu nhu cu v s mong i ca khch hng.
- Pht trin h thng v tiu chun ha cc th tc quy trnh nhm m bo
cung ng mt cch nht qun sn phm dch v ng tin cy.
- m bo cc li ha thng qua phng tin truyn thng l c tht v c
th t c.
- Qun tr c nhng mong i ca khch hng.
(2) Tnh p ng (responsiveness):
- Thc hin cc th tc quy trnh ti a ha tnh p ng i vi cc tnh
hung xy ra ngy cng thng xuyn hn.
- o to nhn vin h c th p ng yu cu ca khch hng.
- Bin son cc ti liu hng dn, gip nhn vin tr li tt cc cu hi, yu
cu v khiu ni ca khch hng.
- m bo khch hng khng ch qu lu khi nhn c dch v cung ng.
(3) Phng tin hu hnh (tangibles): Yu t hu hnh ca dch v to nn s
hin din ca vt cht.
- Xem xt nh hng ca mi trng xung quanh nh trang tr vn phng,
vt dng vn phng, trang thit b.
- Trao cho khch hng nhng vt dng hu hnh nh t ghi nhn cc ln giao
dch, biu mu, sch hng dn, danh thip, ha n, ti liu
15
(4) Nng lc phc v (assurance): S thnh tho, lch s v tnh an ton m
ngn hng trao cho khch hng.
- To s tin tng thng qua kin thc v k nng ca nhn vin phc v.
- To tnh chuyn nghip, chuyn cn trong phc v ca nhn vin.
- To hnh nh rng khp, phn nh gi tr ca ngn hng.
- Xy dng mt thng hiu ln mnh.
(5) S ng cm (empathy): Kh nng cung ng cc dch v mang tnh cung
ng c nhn.
- Lm cho khch hng cm thy quan trng bng cch p ng nhu cu ca
h v hiu mi quan tm ca h.
- Pht trin mi quan h lu di vi khch hng.
- o to nhn vin nhn bit nhu cu ca khch hng.
M hnh nghin cu
Cht lng dch v ngn hng p dng theo m hnh SERVQUAL gm nm
thnh phn: s tin cy, tnh p ng, phng tin hu hnh, nng lc phc v v s
ng cm. Ngoi ra, theo phn tch mi quan h gia cht lng dch v v s hi
lng ca khch hng nn bi vit ny s dng m hnh nghin cu l thuyt v cht
lng dch v ngn hng v s hi lng ca khch hng nh sau:











16
Hnh 1.2: M hnh nghin cu l thuyt

Ngun Nghin cu khoa hc Marketing ca Nguyn nh Th, 2007
Cc gi thuyt c t ra l:
H1: C mi quan h cng chiu gia thnh phn tin cy ca cht lng dch
v v s hi lng ca khch hng.
H2: C mi quan h cng chiu gia thnh phn p ng ca cht lng dch
v v s hi lng ca khch hng.
H3: C mi quan h cng chiu gia thnh phn phng tin hu hnh ca
cht lng dch v v s hi lng ca khch hng.
H4: C mi quan h cng chiu gia thnh phn nng lc phc v ca cht
lng dch v v s hi lng ca khch hng.
H5: C mi quan h cng chiu gia thnh phn ng cm ca cht lng
dch v v s hi lng ca khch hng.
M hnh s c dng kim nh nhm gi thuyt t H1 n H5 bng
phng php hi quy vi mc ngha 5%.

S hi lng
H2
H3
H4
H5
Tin cy
p ng
Phng tin
hu hnh
Nng lc
phc v
ng cm
H1
17
1.2.4 Cht lng dch v ngn hng bn l
Cht lng dch v NHBL bao gm:
Th nht l nhn vin bn l (t qun l cp cao n nhn vin cp thp
nht): c trnh chuyn mn nghip v tt, k nng giao tip, k nng bn hng
chuyn nghip, tc phong nhanh nhn, thi phc v chu o, nhit tnh...bi v
dch v ngn hng bn l l mt dch v cao cp.
Th hai l sn phm dch v bn l: c c im ring, c thit k tho
mn ti a nhu cu ca khch hng.
Th ba l qui trnh: nhanh, n gin, chnh xc, c h tr bi cc thit b
hin i v ng tin cy.
Th t l knh phn phi: thun tin, d tip cn hay truy cp, hng n
vic phc v khch hng tt nht.
T c th xc nh khi nim v cht lng dch v ngn hng bn l l
mc dch v ti thiu m mt ngn hng la chn cung cp v lm hi lng c
cc khch hng mc tiu ca mnh. ng thi, cng phi duy tr n nh mc
dch v cung cp trc .
1.2.5 o lng cht lng dch v ngn hng bn l
D nh ngha nh th no, ta u thy rng cht lng dch v nhm mang
li s hi lng cho khch hng v chnh mc hi lng ca khch hng l thang
o cht lng dch v.
Do c im ring ca ngnh, cc thnh phn cht lng dch v ngn hng
bn l c nhng c trng ring so vi cht lng dch v ni chung. y chng
ta cng xt n m hnh cht lng dch v ca Parasuraman o lng cht
lng dch v NHBL, vi cc thnh phn ca cht lng dch v NHBL nh sau:
Phng tin hu hnh: c hiu l c s vt cht, hnh nh bn ngoi,
bn trong ngn hng, cc phng tin k thut; hnh nh hu hnh ca nhn vin,
trang phc, ngoi hnh trong khng gian bn l ca ngn hng.
Nng lc phc v: th hin qua trnh chuyn mn v cung cch phc
v lch s, chuyn nghip, nim n vi khch hng.
18
Tnh p ng: th hin qua s mong mun, sn sng phc v ca nhn
vin ngn hng nhm p ng kp thi cc thc mc ca khch hng.
Tnh tin cy: c hiu l ngn hng thc hin cc giao dch tin cy, sao
k r rng, chnh xc, lun t vn thng tin v quyn li ca khch hng v gip
khch hng trnh nhng ri ro.
Tnh ng cm: th hin s quan tm, chm sc v ng cm n tng c
nhn khch hng.
Ngoi vic o lng s hi lng ca khch hng bn l, nh gi cht
lng dch v ngn hng bn l, cn c mt s ch tiu khc nh:
S hon ho ca dch v: N c hiu l gim thiu cc sai st trong giao
dch vi khch hng v ri ro trong kinh doanh dch v NHBL. Cht lng dch v
NHBL ngy cng hon ho, gim cc sai st trong giao dch ca ngn hng vi
khch hng, gim thiu nhng li phn nn v khiu kin, khiu ni ca khch hng
i vi ngn hng. Bn cnh l nhng ri ro trong kinh doanh dch v NHBL
ny cng gim thiu v n mc khng cn ri ro.
Quy m v t trng thu nhp t dch v NHBL khng ngng tng ln. y
l kt qu tng hp ca s a dng sn phm dch v bn l, s pht trin dch v
NHBL v ng nhin l c cht lng dch v NHBL tng ln. Song, cht lng
dch v NHBL c tnh ni tri hn c. Bi v nu nh cht lng dch v khng
m bo, khng c nng cao, th s a dng cc dch v v pht trin cc dch v
s khng c ngha v khng c khch hng chp nhn.
Kh nng cnh tranh v dch v ngy cng c nng ln, th phn ca
tng loi dch v NHBL khng ngng c gi vng v tng ln.
1.2.6 S cn thit phi nng cao cht lng dch v ngn hng bn l
Th nht, trong cc lnh vc kinh doanh, kinh doanh ngn hng vn c coi
l lnh vc kinh doanh nhy cm, cnh tranh mnh m nht. Bi v tin t l i
tng kinh doanh c bit, nhy cm vi mi bin ng ca nn kinh t x hi, mt
s bin ng nh v kinh t x hi cng c th to ra s bin ng ln ca gi tr
tin t v ngc li. Bn cnh , cc sn phm dch v NHBL c tnh cnh tranh
19
rt cao nh sn phm a dng, d bt chc, kh gi bn quynBi vy, cnh
tranh lun l vn sng cn ca cc ngn hng. Cc ngn hng ch c th nng
cao tnh cnh tranh bng cht lng dch v. Cht lng dch v cng cao th li th
cnh tranh cng ln.
Th hai, dch v ngn hng do ngn hng cung ng l p ng nhu cu
ca khch hng. Nu nh cht lng ca dch v ngy cng hon ho, c cht lng
cao th khch hng s gn b lu di v chp nhn ngn hng. Khng nhng vy,
nhng li khen, s chp nhn, tho mn v cht lng ca khch hng hin hu, h
s thng tin ti nhng ngi khc c nhu cu dch v tm n ngn hng giao
dch.
Th ba, hin nay, ngy cng nhiu NHTM mi thnh lp, sn phm dch v
cung ng trn th trng gia tng. Khch hng ngy cng c nhng i hi yu cu
kht khe hn v cht lng sn phm dch v cung cp, h s c s so snh, nh
gi v quyt nh la chn giao dch vi ngn hng c cht lng dch v tt, hoc
thm ch nu thy cht lng sn phm dch v ca ngn hng km hp dn,
khng p ng c yu cu, h c th chuyn i s dng dch v sang ngn hng
c cht lng tt hn.
Th t, kinh t ngy cng pht trin, thu nhp v mc sng ca ngi dn
ngy cng cao, nhng i hi ca khch hng trong vic nng cao cht lng dch
v nh hng trc tip n hot ng ca cc NHTM l mt tt yu. Cc NHTM
s phi cnh tranh gay gt hn v nhy bn hn trc nhng bin ng ca th
trng gi chn khch hng c v thu ht khch hng mi nhm m rng th
phn, phn tn ri ro, nng cao nng lc cnh tranh v n nh hot ng ngn
hng.
Th nm, vic pht trin theo hng NHBL a nng, i hi cc ngn hng
phi cung ng cc sn phm bn l a dng, trn gi v c cht lng cao trn nn
tng cng ngh ngn hng tin tin hin i. ng thi, nng cao cht lng dch
v ngn hng bn l khng ch vic tng tin ch cc sn phm dch v bn hng
m cn cht lng phc v, phong cch chm sc khch hng, lun coi khch
20
hng l thng vi phng chm phc v vui lng khch n, va lng khch
i nhm phc v tt nht mi nhu cu cu khch hng v em li hiu qu kinh t
cao cho ngn hng.
Th su, xy dng h thng dch v NHBL c cht lng, an ton v t
hiu qu kinh t cao trn c s tng cng hi nhp kinh t quc t, m rng th
trng dch v NHBL cung ng kp thi cc sn phm dch v bn l vi y
tin ch cho mi i tng khch hng. n nm 2015, cc ngn hng Vit Nam
phn u pht trin c mt h thng dch v NHBL ngang tm vi cc nc
trong khu vc v chng loi, cht lng v nng lc cnh tranh.
1.3 Kinh nghim v nng cao cht lng dch v NHBL ca mt s Ngn hng
trn th gii v bi hc kinh nghim cho cc NHTM Vit Nam
1.3.1 Kinh nghim v nng cao cht lng dch v NHBL ca mt s Ngn hng
trn th gii
Tp ch Stephen Timewell a ra nhn nh Xu hng ngy nay cho
thy, ngn hng no nm bt c c hi m rng vic cung cp dch v NHBL
cho mt s lng khng l dn c ang i cc dch v ti chnh ti cc nc c
nn kinh t mi ni, s tr thnh nhng g khng l ton cu trong tng lai.
Dch v ti chnh ngn hng ang chuyn sang mt bc chuyn mi, cuc
cch mng ca dch v NHBL. Cha bao gi trong lch s ti chnh th gii li
chng kin mt khi lng ln dn c tip cn vi cc sn phm dch v ngn hng
nhiu n th. c tnh n nm 2015, s lng khch hng ca cc ngn hng s
tng ln gp i, ng thi tng ti sn ca cc ngn hng cng tng ln ng k.
Do , c th pht trin mng th trng tim nng ny, cc NHTM Vit Nam
nn tm hiu kinh nghim pht trin v nng cao cht lng dch v NHBL ca mt
s ngn hng trn th gii. Di y l kinh nghim ca Ngn hng hi gio Dubai
v ngn hng BNP Paribas:
Ngn hng hi gio Dubai (DUBAI ISLAMIC BANK: DIB)
Khch hng lun lun l u tin hng u ti DIB. l l do v sao b phn
NHBL ca DIB a ra mt lot nhng gii php cng nh nhng sn phm v dch
21
v sinh li, p ng nhiu nhu cu khc ca nhng khch hng, bo m rng khu
hiu hng ti khch hng c nhn ca NH khng ch n thun l mt khu hiu
m n s tr thnh mt phn ca mi giao dch ti DIB. Vi hn 30 nm kinh
nghim trong lnh vc ngn hng, Ngn hng Hi gio Dubai kt hp nhng tiu
chun o c cao nht ca o Hi vi cng ngh tin tin cung cp mt danh
mc sn phm tt nht trn th gii.
Nhm nng cao cht lng dch v NHBL, DIB m rng h thng mng
li chi nhnh v cc my ATM xuyn qua cc tiu vng quc Rp Thng nht,
DIB bo m rng h l NHBL duy nht ca khch hng, ng thi nng cao cng
ngh in t tng hp nh Internet, in thoi di ng v cc giao dch ngn hng
qua in thoiDIB s gip cc khch hng tit kim c thi gian, cng sc,
gim chi ph ng thi h tr t vn cho khch hng.
Bn cnh , mt trong nhng vn quan tm hng u ca ngn hng l
s gn b ca khch hng vi DIB. Chnh v th, nu khch hng cn, DIB s sn
sng t vn cho khch hng sut nhng chu trnh ti chnh khc nhau trong cuc
sng h, bao gm lp k hoch cho vic hc hnh, mua xe, mua nh ln u tin,
thnh lp doanh nghip, i du lch... Nh th, mi khch hng ca DIB c th tng
gp i li th t vic linh hot la chn nhng gii php v nhng li ch ti u do
ngn hng cung cp hon thnh ton b nhng nhu cu ti chnh ca mnh t
thi th u cho n khi v hu.
Vi khu hiu: Chng ti quan tm, Chng ti lng nghe, v Chng ti
hnh ng, DIB lun mong i s phn hi t pha khch hng khng ngng
hon thin, nhm cung cp cho khch hng nhng tin ch ngn hng tt nht.
+ BNP Paribas - Ngn hng bn l s 1 ca Php
BNP (Banque Nationale de Paris) Paribas l ngn hng c hot ng bn l
rng ln ti Php, vi hn 8 triu khch hng v gi v tr dn u trong nhng dch
v ngn hng qua mng Internet.
22
Thng qua cc chi nhnh bn l khp quc gia, BNP Paribas duy tr mi
quan h ca h vi cc khch hng c nhn, vi cc tp on mt cch chuyn
nghip v c lp.
c th ti a ha hiu qu dch v ngn hng bn l v p ng nhu cu
khch hng tt hn, BNP Paribas ti c cu t chc gm c ba nhm ct li:
- Nhm 1: Phn phi v pht trin sn phm (ch trng lin kt gia bn
hng v tip th).
Nhm ny tp trung vo doanh s v chin lc pht trin sn phm trn c
s mi quan h khch hng bao gm nghin cu hnh vi v mong i ca khch
hng, theo di th trng cng nh i th cnh tranh v to ra sn phm mi.
Doanh s bn l gip nhm xc nh lm th no nhng sn phm v dch v c
bn, t nhm c th ra nhng mc tiu v bin php thc hin.
Mt trong nhng u tin hng u ca nhm l thng xuyn iu chnh cc
loi sn phm v dch v cho nhiu knh phn phi khc nhau ca ngn hng, m
rng cung cp cc dch v ngn hng bn l ti Php v thc y c hi bn cho
sn phm cho cc tp on v b phn u t khc ca ngn hng.
- Nhm 2: Thc hin nghip v v chm sc khch hng (c bit lu dch
v hu mi).
Nhm ny c 2 nhim v chnh l t chc v thc hin cc cng vic hng
ngy (b phn back office trong ngn hng). Mc tiu ca nhm l x l cc giao
dch mt cch chuyn mn ha t cht lng tt nht. Nn tng c bit ny
c thit k cho tng sn phm ring bit ch khng ph thuc vo vng a l.
- Nhm 3: Phn tch v nghin cu chin lc pht trin.
BNP Paribas mun cc khch hng ca h tip cn ngn hng khng ch qua
cc chi nhnh m cn vi cc im giao dch khc, cng nh vic cung cp sn
phm ca h khng ch b hp trong phm vi quc gia.
Cng vic chnh ca nhm 3 l a ra cch thc thc hin cc d n theo
ng chin lc ca ngn hng. Trong qu trnh thc hin, nhm c 2 cch: Mt l,
trc mt h s cung cp dch v qua mng li cc chi nhnh, sau h mi thit
23
k v trin khai h thng cc knh phn phi khc. Ngc li, h s ti c cu ton
b cc knh phn phi sn phm.
Ngoi ra, BNP Paribas thc hin mt chng trnh u t rt quy m
hin i ha mng chi nhnh ca n. S ln mnh ca mng li tiu th phi hp
vi nhn vin tr to ra th mnh cho h. Vi cam kt m bo cht lng dch v,
thng hiu BNP Paribas s ngy cng xng ng l Ngn hng bn l hng u
ca Php.
1.3.2 Bi hc kinh nghim v nng cao cht lng NHBL cho cc NHTM Vit
Nam
T kinh nghim pht trin v nng cao cht lng dch v NHBL mt s
ngn hng trn th gii, chng ta c th rt ra mt s kinh nghim pht trin v
nng cao cht lng dch v NHBL cho cc NHTM Vit Nam nh sau:
Mt l, xy dng mt chin lc pht trin sn phm dch v NHBL tng
th trn c s nghin cu th trng, xc nh nng lc v mc tiu pht trin ca
tng ngn hng. ng thi phi xc nh c l trnh pht trin sn phm dch v
NHBL trong tng giai on v iu kin ca mi ngn hng.
Hai l, xy dng chnh sch khch hng hiu qu v nng cao cht lng
phc v khch hng. Vic xy dng chnh sch khch hng c hiu qu phi da
trn h thng thng tin khch hng y . ng thi, nng cao cht lng phc
v cn xy dng phong cch phc v chun mc, tc x l yu cu khch hng
nhanh, ch trng chc nng t vn khch hng
Ba l, lin tc i mi, a dng ha sn phm dch v thu ht khch
hng, trong y mnh pht trin cc sn phm nh th tn dng, cho vay tn chp
v cc dch v ti chnh c nhn khc nhm to s khc bit trong cnh tranh. ng
thi, khng ngng ci tin cht lng sn phm dch v tha mn ti a nhu cu
ca khch hng cng nh m bo thc hin cc cam kt v sn phm dch v
cung cp.
Bn l, tn dng ti a li th v mng li chi nhnh rng khp v am
hiu thi quen ngi Vit Nam tip cn ngy cng nhiu khch hng. Cn thit
24
phi m rng mng li hot ng song song vi nng cao cht lng hot ng
ca mng li, mnh dn ci tin hoc xa b nhng n v hot ng yu km.
Nm l, nng cao vic ng dng cng ngh thng tin trong vic pht trin
sn phm dch v ngn hng, nht l tp trung pht trin cc dch v ngn hng in
t mang li nhiu tin ch cho khch hng v gim chi ph cho ngn hng. Tng
cng giao dch t xa qua fax, in thoi, internet, m rng knh phn phi qua
cc i l nh i l chi tr kiu hi, i l pht hnh th ATM
Su l, xy dng chin lc Marketing c th, r rng trong hot ng
ngn hng nhm qung b hnh nh v nng cao thng hiu ca ngn hng. Song
song l vic o to mt i ng nhn vin ngn hng chuyn nghip, hin i
tip th v cc sn phm dch v ca NHBL nhm tng t l tip cn n tng
khch hng.












25
KT LUN CHNG 1
Trong nhng nm gn y, di p lc cnh tranh v cung cp dch v ngn
hng v s pht trin nhanh chng ca cng ngh thng tin, cc NHTM Vit Nam
bt u quan tm y mnh hin i ha, ng dng nhng tin b ca khoa hc
cng ngh vo khai thc th trng bn l. Cc ngn hng ang chy ua nhau v
cht lng dch v, c v quy m pht trin, tim lc v vn, b rng h thng
mng li, cng nh chiu su cng ngh to lp c s h tng cn thit cho pht
trin dch v bn l nhm p ng nhu cu ngy cng cao ca khch hng, ch ng
i mt vi nhng thch thc ca tin trnh hi nhp kinh t quc t.
Chng 1 ca lun vn cp n mt s c s l lun tng quan v cht
lng dch v ngn hng bn l. Thng qua vic tm hiu cc l thuyt nh gi
cht lng dch v ni chung cng nh cc vn lin quan n cht lng dch v
ngn hng bn l v s cn thit phi nng cao cht lng dch v bn l ni ring,
t lm tin quan trng i su vo vic phn tch thc trng cht lng
DVNH bn l v nh hng pht trin, nng cao cht lng dch v NHBL ti
NHTM c phn Xut Nhp Khu Vit Nam (Eximbank).













26
CHNG 2: THC TRNG CHT LNG DCH V NGN HNG BN
L TI NGN HNG TMCP XUT NHP KHU VIT NAM
2.1 Gii thiu v Ngn hng TMCP Xut Nhp Khu Vit Nam
2.1.1 Gii thiu s lc v Ngn hng TMCP Xut Nhp Khu Vit Nam
Eximbank c thnh lp vo ngy 24/05/1989 theo quyt nh s 140/CT
ca Ch Tch Hi ng B Trng vi tn gi u tin l Ngn hng Xut Nhp
Khu Vit Nam (Vietnam Export Import Bank), l mt trong nhng Ngn hng
thng mi c phn u tin ca Vit Nam.
Ngn hng chnh thc i vo hot ng ngy 17/01/1990. Ngy
06/04/1992, Thng c Ngn hng Nh nc Vit Nam k giy php s 11/NH-GP
cho php Ngn hng hot ng trong thi hn 50 nm vi s vn iu l ng k l
50 t ng VN tng ng 12,5 triu USD vi tn mi l Ngn hng Thng Mi
C Phn Xut Nhp Khu Vit Nam (Vietnam Export Import Commercial Joint -
Stock Bank), gi tt l Vietnam Eximbank.
Tr s chnh: S 7 L Th Hng Gm, Phng Nguyn Thi Bnh, Qun 1,
TP.HCM.
Ch Tch Hi ng Qun Tr: ng L Hng Dng
i din php l v Tng Gim c: ng Trng Vn Phc
Vn iu l ca Eximbank tnh n ngy 31/12/2010 t 10.560 t ng.
Vn ch s hu t 13.627 t ng. Eximbank hin l mt trong nhng Ngn hng
c vn ch s hu ln nht trong khi Ngn hng TMCP ti Vit Nam.
Ngn hng hin cung cp y cc dch v ca mt Ngn hng tm c
quc t, c th sau:
Huy ng tin gi tit kim, tin gi thanh ton ca c nhn v n v
bng VND, ngoi t v vng. Tin gi ca khch hng c bo him theo quy nh
ca Nh Nc.
Cho vay ngn hn, trung v di hn; cho vay ng ti tr; cho vay thu
chi; cho vay sinh hot, tiu dng; cho vay theo hn mc tn dng bng VND, ngoi
t v vng vi cc iu kin thun li v th tc n gin.
27
Mua bn cc loi ngoi t theo phng thc giao ngay (Spot), hon i
(Swap), k hn (Forward) v quyn la chn tin t (Currency Option).
Thanh ton, ti tr xut nhp khu hng ha, chit khu chng t hng
ha v thc hin chuyn tin qua h thng SWIFT bo m nhanh chng, chi ph
hp l, an ton vi cc hnh thc thanh ton bng L/C, D/A, D/P, T/T, P/O, Cheque.
Pht hnh v thanh ton th tn dng ni a v quc t: Th Eximbank
MasterCard, th Eximbank Visa, th ni a Eximbank Card. Chp nhn thanh ton
th quc t Visa, MasterCard, JCB...thanh ton qua mng bng Th.
Thc hin giao dch ngn qu, chi lng, thu chi h, thu chi ti ch, thu
i ngoi t, nhn v chi tr kiu hi, chuyn tin trong v ngoi nc.
Cc nghip v bo lnh trong v ngoi nc (bo lnh thanh ton, thanh
ton thu, thc hin hp ng, d thu, cho gi, bo hnh, ng trc...).
Dch v ti chnh trn gi h tr du hc. T vn u t - ti chnh - tin t
Dch v a dng v a c; Home-Banking; Telephone-Banking
Cc dch v khc: Bi hon chi phiu b mt cp i vi trng hp
Thomas Cook Traveller' Cheques, thu tin lm th tc xut cnh (I.O.M), cng vi
nhng dch v v tin ch Ngn hng khc p ng yu cu ca Qu khch.
Trong qu trnh hn 19 nm hot ng, Eximbank lun nm trong nhm cc
ngn hng TMCP c quy m ln v t c nhiu thnh tu quan trng:
Nm 2009:
Thng 03/2009, Eximbank nhn Gii Thng Thanh Ton Xuyn Sut (STP
Award) nm 2009 do ngn hng Bank of New York Mellon trao tng.
Thng 04/2009, Eximbank vinh d nhn gii thng Vng "Thanh ton quc
t v qun l tin mt nm 2010 do ngn hng HSBC trao tng.
Thng 5/2009, Eximbank nhn gii thng Thng hiu c ngi tiu
dng bnh chn do c gi bo Si Gn Tip Th bnh chn
Nm 2010:
Thng 02/2010, Eximbank nhn Gii Thng Thanh Ton Xuyn Sut (STP
Award) nm 2009 do ngn hng Bank of New York Mellon trao tng .
28
Thng 03/2010, Eximbank vinh d nhn gii thng Vng Thanh ton quc
t v qun l tin mt nm 2010 do ngn hng HSBC trao tng.
Thng 4/2010, Eximbank nhn gii thng Thng hiu Vit c yu thch
nht do c gi bo Si Gn Gii Phng trao tng.
Thng 5/2010, Eximbank nhn gii thng Thng hiu c ngi tiu
dng bnh chn do c gi bo Si Gn Tip Th bnh chn.
Thng 6/ 2010, Eximbank ot gii thng thng hiu chng khon uy tn
nm 2010.
Thng 7/2010, Eximbank t gii thng "Bo co thng Nin Xut sc nht
nm 2010 do S Giao dch chng khon TP.HCM v bo u t Chng khon
trao tng.
2.1.2 nh gi chung nng lc v cht lng sn phm dch v ca Eximbank
c thnh lp sm nht trong h thng cc ngn hng TMCP Vit Nam,
Eximbank tr thnh mt trong nhng ngn hng TMCP ln nht. Hnh nh v
thng hiu ca Eximbank lin tc c nhiu ngi bit n do nhng pht trin
ca Ngn hng c v lng v cht.
Quy m ca Eximbank khng ngng m rng vi tc tng trng cao t
nhng nm u mi thnh lp. Th mnh ca Eximbank cn cc hot ng phi tn
dng bao gm: thanh ton, bo lnh, kinh doanh ngoi t Thanh ton v kinh
doanh ngoi t l 2 hot ng m Eximbank c bit c th mnh so vi cc ngn
hng TMCP khc. p ng tt nhu cu ca khch hng, Eximbank xc nh vic
tip cn v s dng cc cng ngh ngn hng hin i l mt u tin quan trng
trong hot ng kinh doanh. Eximbank l mt trong nhng ngn hng TMCP u
tin tham gia vo h thng thanh ton b tr in t ca Ngn hng Nh nc v l
mt trong 3 ngn hng u tin ca Vit Nam c 2 t chc th hng u trn th
gii l MasterCard, Visa cng nhn l thnh vin v nhn c nhiu nh gi
tch cc t pha 2 t chc ny. Hin ti, Eximbank l thnh vin chnh thc ca t
chc SWIFT, MasterCard International, Visa International, Hip hi ngn hng Vit
Nam, Hip hi cc nh ch ti tr v pht trin khu vc Chu Thi Bnh
29
Dng (ADFIAP), v l thnh vin thng trc ca Hip hi ngn hng Chu
(ABA).
Vi nhng thnh tu t c, Eximbank vinh d nhn c nhng bng
khen, gii thng ca cc t chc, ngn hng, tp ch trong nc cng nh trn th
gii trao tng nh: Best Services Quality Award, Topten sn phm dch v uy tn
cht lng, Cht lng thanh ton quc t xut sc, Cc t chc ti chnh uy tn
trn th gii u c nhng n tng rt tt v Eximbank.
Vi ban iu hnh c nng lc qun l tt, kinh nghim lu nm trong ngnh
ngn hng, v i ng cn b c o to chuyn nghip, tr trung, nhit huyt,
Eximbank hon ton c kh nng t c mc tiu ra trong chin lc 05
nm 2005 2010: n nm 2010 tr thnh mt trong nhng ngn hng thng mi
c phn hng u Vit Nam.
2.2 Kt qu hot ng kinh doanh dch v NHBL ti Eximbank thi gian qua
Trong nm 2010, Eximbank c bc chuyn bin quan trng trong n lc
pht trin mnh knh ngn hng bn l, l vic p dng m hnh bn l mi, ci
tin cu trc t chc cho ph hp vi vic vn hnh, qun l v pht trin hot ng
bn l. Nh , dch v ngn hng bn l ca Eximbank t c nhng kt qu
cao t dch v huy ng vn n tn dng c nhn cng nh dch v th v cc dch
v bn l khc.
2.2.1 Dch v huy ng vn bn l
Theo st din bin th trng, Eximbank kp thi a ra nhng chnh sch li
sut huy ng cnh tranh, ph hp vi mt bng chung v m bo quyn li ca
khch hng. Bn cnh , Eximbank nghin cu ra nhiu sn phm huy ng
mi nhm p ng nhu cu ngy cng a dng ca khch hng nh "tin gi bc
thang khng k hn VN", "Tit kim chn k lnh li", ci tin sn phm "tit
kim gi gp" v trin khai nhiu tin ch nh chuyn gc v li t ng t ti
khon c k hn sang ti khon khng k hn..., ng thi kt hp vi vic t chc
nhiu chng trnh khuyn mi hp dn nh tng thm li sut, bc thm trng
thng...gia tng li ch thit thc cho khch hng gi tin ti Eximbank.
30
VN
Ngoai te
Vng
Vi nhng ci tin lin tc v cht lng dch v, tc phong v quy trnh
phc v khch hng, tnh hnh huy ng vn c nhn c nhng chuyn bin tch
cc, gp phn n nh ngun vn v thu ht vn gi mi t dn c.
Tnh n 31/12/2010, vn huy ng t khch hng c nhn ca Eximbank
t 45.354 t ng, tng 12.574 t ng (tng ng 38%) so vi nm 2009.
Bng 2.1: Vn huy ng khch hng bn l ca Eximbank t nm 2006-2010
VT: t ng
Nm 2006 2007 2008 2009 2010
29.675 15.540 23.590 32.780 45.354

(Ngun: Bo co thng nin ca Eximbank t nm 2006-2010)
Hnh 2.1: Biu vn huy ng khch hng bn l ca EIB t nm 2006-2010
0
10000
20000
30000
40000
50000
2006 2007 2008 2009 2010

(Ngun: Bo co thng nin ca Eximbank t nm 2006-2010)
Hnh 2.2: Biu c cu vn huy ng bn l theo loi tin nm 2010



29%
48%

23%



(Ngun: Bo co thng nin ca Eximbank nm 2010)


31
2.2.2 Dch v tn dng bn l
Trong nm 2010, Eximbank a ra nhiu sn phm ti tr vn vay vi
thi gian, li sut hp l nhm h tr tt nht nhu cu vn n nh i sng, pht
trin kinh doanh nh sn phm cho vay bt ng sn "An c lc nghip", "An gia
hnh phc" vi nhiu c tnh thit thc c nhiu khch hng quan tm v la
chn. Tng d n c nhn t 22.162 t, tng 86,44% so vi nm 2009 (11.887 t
ng).
Bng 2.2: Doanh s tn dng bn l ca Eximbank t nm 2006-2010
VT: t ng
Nm 2006 2007 2008 2009 2010
4.160 7.723 7.171 11.887 22.162

(Ngun: Bo co thng nin ca Eximbank t nm 2006-2010)
Hnh 2.3: Biu doanh s tn dng bn l ca EIB t nm 2006-2010

0
5000
10000
15000
20000
25000
2006 2007 2008 2009 2010

(Ngun: Bo co thng nin ca Eximbank t nm 2006-2010)
2.2.3 Dch v th
Nhm gia tng s lng th pht hnh v qung b thng hiu th
Eximbank n nhiu i tng khch hng, Eximbank tip tc pht hnh cc sn
phm th ng thng hiu hp tc vi h thng siu th, trung tm mua sm nh
Maximark, Citimart, in my Thin Ha, cng ty TNHH TM in t Dng Vn v
cc trng i hc, trung tm o to nh i hc Hu (khoa du lch), trung tm
kinh t k thut c Lc v trung tm C&T.
32
Bn cnh , Eximbank tch cc trin khai mt s dch v mi nh: thanh
ton th quc t JCB, thanh ton trc tuyn cho th ni a V-TOP, lin kt ATM
v POS Eximbank vi cc lin minh Smartlink, VNBC v Banknetvn c th giao
dch c ti hn 10.000 my ATM ca hu ht cc ngn hng.
S lng th pht hnh n cui nm 2010 t 480.182 th, tng 66% so vi
cui nm 2009. Doanh s s dng th t 5.308 t ng, tng 27% so vi nm
2009. Doanh s thanh ton th t 4.835 t ng, tng 51% so vi nm 2009. Tng
s my ATM ca Eximbank l 260 my. Ngoi ra, Eximbank c thm 393 n v
chp nhn th mi, tng tng s n v chp nhn th ln 1.685 n v.
Bng 2.3: Tng hp s lng th Eximbank tnh n ngy 31/12/2010
VT: th









(Ngun: Bo co thng nin ca Eximbank nm 2010)
Bng 2.4: Tng hp doanh s th Eximbank nm 2009-2010
VT: t ng
Nm 2009 Nm 2010 % tng
Doanh s s dng th 4.173 5.308 27%
Doanh s thanh ton th 3.200 4.835 51%

(Ngun: Bo co thng nin ca Eximbank nm 2009-2010)
2.2.4 Dch v chuyn tin
Trong tnh hnh th trng ngoi hi din bin khng thun li, Eximbank
vn duy tr c ngun cung ngoi t cho khch hng chuyn tin du hc, cng tc,
khm cha bnh, nh c...Tng doanh s chuyn tin i nc ngoi ca khch
Loi th Nm 2010 Tng so vi nm 2009
Th ghi n 448.529 185.253
Th tn dng doanh nhn 517 246
Th tn dng c nhn 31.136 6.096
Tng 480.182 191.595
33
hng c nhn trong nm 2010 rt kh quan, t gn 105 triu USD vi hn 18.000
mn, tng 34% (tng ng 27 triu USD) so vi nm 2009. Trong , doanh s
chuyn tin du hc l hn 85 triu USD, tng gn 30% (tng ng 19 triu USD)
so vi nm 2009, chim 81% tng doanh s chuyn tin i nc ngoi.
Doanh s chuyn tin t nc ngoi v ti Eximbank ca khch hng c nhn t
hn 216 triu USD, tng 10% (tng ng 20 triu USD) so vi nm 2009.
V hot ng kiu hi, nm 2010 c xem l nm lng kiu hi chuyn v
Vit Nam t mc k lc khong 8 t USD (tng 25,6% so vi nm 2009). Doanh
s chuyn tin kiu hi nm 2010 ti Eximbank cng tng trng mnh, t hn
151 triu USD, tng 18% (tng ng 23 triu USD) so vi nm 2009, chim 70%
doanh s nhn tin t nc ngoi v. Nhm gia tng thm tin ch cho khch hng
s dng dch v nhn tin kiu hi ti Eximbank, Eximbank hp tc vi cng ty
chuyn tin quc t MoneyGram trin khai dch v nhn tin kiu hi, khch hng
c th nhn tin chuyn t nc ngoi v nhanh chng ti bt k im giao dch no
ca Eximbank m khng phi tn chi ph nhn tin.
2.2.5 Dch v ngn hng in t
Nhu cu ca khch hng v nhng sn phm dch v ngn hng mang hm
lng cng ngh cao ngy cng tng mnh, v vy, Eximbank khng ngng ci
tin v pht trin cc sn phm dch v trn nn tng cng ngh cao. Bn cnh dch
v np tin cho thu bao di ng (VN-TOP UP), Eximbank cng trin khai dch
v ngn hng qua in thoi (Mobile Banking) v qua Internet (Internet Banking)
vi tin ch linh hot nh khch hng c th thc hin thanh ton ha n tin in,
in thoi, sao k ti khon, chuyn khon...mi lc mi ni thng qua in thoi di
ng v Internet m khng phi n trc tip ngn hng.
Ngoi ra, Eximbank cng trin khai mt s dch v khc nh dch v
thanh ton ha n qua SMS (Bill Payment) gip khch hng c th thanh ton ha
n tr sau ca Viettel v SFone, dch v thanh ton tin in cho cng ty in Lc
TPHCM, dch v truy vn im giao dch /ATM qua tin nhn v cc dch v tin
ch khc.
34
2.3 Thc trng cht lng dch v NHBL t kt qu kinh doanh dch v
NHBL ti Eximbank thi gian qua
2.3.1 Cht lng dch v huy ng vn bn l
Vi nh hng chin lc kinh doanh linh hot v nhy bn, Eximbank lin
tip a ra nhiu gii php huy ng vn ng b v kp thi vi khch hng bn l
nh: ci tin nhiu sn phm mi nhm p ng nhu cu ti u ca khch hng.
"Tit kim gi gp" vi 6 dng sn phm a dng, k hn t 1 nm n 10 nm,
p ng nhu cu tch ly tng lai cho khch hng. "Tit kim 50+" dnh nhiu u
i cho i tng khch hng t 50 tui tr ln v "Tit kim lc trng an" - kt
hp vi cng ty bo him ACE tng bo him cho khch hng n gi tin ti
Eximbank. Sn phm tit kim Tin gi qua m, Tin gi Call 48 gi l hnh
thc u t ngn hn 24 gi hay 48 gi ca khch hng c nhn thng qua tin gi
v tin gi tit kim, c tnh thanh khon cao, gip khch hng qun l dng vn
hiu qu. Khch hng c th gi tin nhiu ln bng tin mt hoc chuyn khon v
c hng li sau 24 gi hay 48 gi tnh t thi im khch hng gi i vi tng
mn gi. Hai sn phm ny c Eximbank a ra u tin trn th trng vo gia
thng 5/2008 v mang li cho Eximbank kt qu rt kh quan.
Trong nm 2010, Eximbank trin khai 12 chng trnh khuyn mi cho
khch hng bn l gm 3 chng trnh khuyn mi d thng v 9 chng trnh
khuyn mi qu tng. Cc chng trnh khuyn mi c thit k mang nhiu u
i cho khch hng nn c ng o khch hng n nhn, mang li li ch cao
cho khch hng v ngn hng. Bn cnh , cht lng dch v huy ng vn cn
th hin chnh sch li sut huy ng cnh tranh v linh hot ca ngn hng.
Chnh sch phc v v chm sc khch hng c thc hin tt, cc giao dch c
tin hnh nhanh gn v n gin trong thi gian cho php, to thin cm tt cho
khch hng.
2.3.2 Cht lng dch v tn dng bn l
Hot ng tn dng bn l ca Eximbank lun t mc tng trng tt v l
mt trong nhng knh quan trng trong vic pht trin ngun thu t NHBL. p
35
ng nhu cu ngy cng tng ca khch hng, Eximbank thng xuyn i mi
cc sn phm tn dng vi nhiu mc ch cho vay khc nhau v nhm n nhiu
i tng khch hng khc nhau. Bn cnh cc sn phm cho vay truyn thng cn
ti sn m bo, th Eximbank cng m rng cho vay tn chp c nhn l cn b
nhn vin ca doanh nghip hay sn phm cho vay h tr tiu thng, cho vay
chng khon, cho vay du hc, cp hn mc thu chi Vi th mnh v thng
hiu bn cnh thi phc v khch hng nhit tnh cng kh nng x l nhanh h
s, th tc giao dch n gin, li sut, ph dch v cnh tranh, Eximbank khng
nh c v tr vng chc ca mnh trn th trng tn dng.
Bn cnh , Eximbank thc hin vic kim sot cht lng tn dng bn l
cht ch, cc khon tn dng bn l m bo an ton v c qun l trn c s
phn tch kinh t theo st din bin th trng. Nhn chung, cht lng tn dng ti
Eximbank nm trong tm kim sot, m bo t l n xu khng vt qu cc mc
quy nh ca Ngn hng Nh Nc.
2.3.3 Cht lng dch v th
nng cao cht lng dch v th ngy cng tt hn, Eximbank p dng
cng ngh chip EWV i vi tt c th quc t do Eximbank pht hnh nhm tng
tnh an ton v bo mt cao cho cc loi th, gp phn hn ch ri ro khi giao dch
ca ch th. S dng cc loi th ca Eximbank, khch hng c th tham gia cc
chng trnh khuyn mi nh tch im thng dnh cho ch th, tng qu khi
doanh s thanh ton th ca khch hng t iu kin, gim gi mua hng ti cc
n v lin kt khi s dng cc loi th tch hp ng thng hiu; tng thm cc
tin ch gia tng qua th nh thanh ton trc tuyn, thanh ton ha n in nc
tit kim thi gian cho khch hng.
Eximbank cng tham gia vo cc lin kt nh Smartlink, Banknet,
VNBC, nn th ca Eximbank c th giao dch ti hn 10.000 my ATM trn c
nc, to s thun tin cho khch hng. ng thi, cng tc x l cc giao dch
khiu ni, c quan tm gii quyt trong thi gian sm nht.

36
2.3.4 Cht lng dch v chuyn tin
Th mnh ca Eximbank l ngn hng c mi quan h lu nm vi cc ngn
hng trn th gii v c ngun ngoi t di do, v vy dch v chuyn tin ra nc
ngoi thc hin ti Eximbank rt n gin v nhanh chng, c bit l dch v
chuyn tin du hc. Eximbank y mnh cng tc tip th dch v n khch
hng thng qua hp tc vi cc cng ty t vn du hc ln ti Vit Nam v gii thiu
gi sn phm h tr du hc trn gi bao gm cho vay du hc, xc nhn nng lc ti
chnh, pht hnh th quc t v chuyn tin ta nc ngoi vi mc ph u i.
Eximbank p ng nhu cu chuyn tin nh c, tha k, tr cp cho thn
nhn hoc thanh ton chi ph cha bnh,... nc ngoi an ton, nhanh chng, chnh
xc v mc ph cnh tranh nht vi tin ch ni bt. Khch hng c th chuyn tin
n bt k ngn hng no nc ngoi, chuyn tin bng nhiu loi ngoi t theo
yu cu v c h tr bn ngoi t vi mc gi hp l.
Vi li th mng li gn 750 ngn hng i l tt c cc quc gia c
ngi Vit ang sinh sng v lm vic, Eximbank c quan h hp tc vi h
thng cc cng ty kiu hi ln, uy tn trn th gii. Cng vi nhiu chnh sch u
i cho khch hng v chnh sch thng thong hn ca Nh nc v qun l ngoi
hi v u i cho Vit kiu, hot ng kiu hi ti Ngn hng tip tc gia tng v
thu ht c khch hng, giao dch chuyn tin kiu hi ca ngn hng c nhanh
chng vi mc ph thp.
2.3.5 Cht lng dch v ngn hng in t
Cc dch v SMS Banking, Internet Banking, Mobile Banking... u thu ht
thm nhiu khch hng ng k s dng, c bit l tin ch ng k thng tin m
ti khon, pht hnh th qua trang web ca Eximbank.
Vi dch v Internet banking, khch hng c th thc hin cc giao dch vi
ngn hng mt cch nhanh chng v tin li m khng cn phi n ngn hng.
Dch v Mobile Banking l dch v Ngn hng qua in thoi, thng qua dch v
ny khch hng c th thc hin cc giao dch trc tuyn 24/7 vi Ngn hng.
Khch hng s dng cc dch v ny chuyn khon gia cc ti khon trong h
37
0
50
100
150
200
2008 2009 2010
thng Eximbank; gi tit kim trc tuyn; thanh ton tin in cho cng ty in lc
TP.HCM; np tin thu bao tr trc, tr sau cc mng vin thng; xem thng tin s
d ti khon; lit k chi tit giao dch; thng tin t gi, gi vng; ng k kt chuyn
li t ti khon c k hn sang ti khon khng k hn; ng k dch v thanh ton
trc tuyn bng th ni a. Ngoi ra, cn c th np tin trc tip cho thu bao di
ng t ti khon khng k hn ca Eximbank thng qua dch v VN-TOPUP, vi
u i gim 3% s tin np th.
2.4 Phn tch cc nhn t tc ng n cht lng dch v NHBL ti Eximbank
T phn tch cc l thuyt nh gi v cht lng dch v cng vi thc t
cng tc ti Eximbank, tc gi ti nhn thy cc nhm nhn t tc ng n cht
lng dch v ngn hng bn l ti Eximbank bao gm:
2.4.1 C s vt cht: Nhm nhn t ny nh hng n vic Eximbank c xy
dng c mt mi trng hu hnh cung cp dch v ngn hng bn l tt hay
khng ?
2.4.1.1 Mng li hot ng v tr s cc n v kinh doanh bn l
Mng li hot ng:
Mng li chi nhnh v hiu qu hot ng ca mng li c ci thin
ng k trong 3 nm t 2008-2010. Vic gia tng s lng phng giao dch trn
ton h thng l nn tng pht trin knh phn phi cc sn phm bn l.
Hnh 2.4: Biu h thng mng li EIB tnh n 31/12/2010
VT: chi nhnh v PGD
183
140
111



(Ngun: Bo co thng nin ca Eximbank nm 2010)
Tnh n thi im 31/12/2010, Eximbank hin c mng li bao ph rng
khp c nc vi Hi s chnh ti Tp. H Ch Minh, 01 S giao dch, 39 Chi nhnh
38
v 143 Phng giao dch, b tr ri u ti cc khu vc trung tm, ng dn c. c
bit trn bnh din quc t, ti nay Eximbank thit lp c mt mng li rng
ln vi 750 ngn hng i l 72 quc gia trn th gii.
Cng tc quy hoch pht trin mng li do phng m rng v pht trin
mng li Hi S qun l v tham mu cho Ban Tng Gim c v Gim c chi
nhnh. nh hng thnh lp Chi nhnh do Ban Tng Gim c xut trc Hi
ng Qun Tr, cng tc thnh lp phng giao dch do chi nhnh xut trnh vi
Ban Tng Gim c.
Nhn chung, mng li hot ng b tr kh thun li v phn b tng i
rng khp trn c nc phc v cc dch v NHBL. Tuy nhin, vic m phng
giao dch do Chi nhnh quyt nh xut nn dn n ph khng ng u, c
nhiu phng giao dch rt gn nhau, khng khai thc c li th, khch hng b
bo ha khng tng gia cc phng giao dch v chi nhnh, nh hng n hiu
qu kinh doanh cc dch v NHBL.
Tr s cc n v kinh doanh bn l:
Khi n giao dch, thng qua cc trang thit b, cch thit k ca ngn hng,
khch hng cng phn no nh gi v nng lc cng nh quy m ca ngn hng.
Do c im ca ngn hng l ngnh dch v, v vy, n tng ban u rt quan
trng, n quyt nh n vic khch hng c la chn ngn hng giao dch hay
khng ?
Nm bt c vn , Eximbank xy dng ring cho mnh mt m
hnh thng nht v tr s chnh cng nh chi nhnh, phng giao dch, khi khch
hng nhn vo c th nhn ra ngay hnh nh ca Eximbank. Vic xy dng thit k
lun m bo nt tht bn trong v bn ngoi khang trang, bt mt v hin i. Tuy
nhin, hin nay, 85% mt bng kinh doanh l c thu li t nh dn vi mt tin
tr s cc n v kinh doanh tng i rng t 512m nn vic xy dng, trang b
kh c chun ha theo m hnh, mt tin thng khng ng nht, khng gian
xung quanh khng thng thong ni bt, kh b tr bng hiu, posters qung co
39
nn kh thu ht. V vy, trong thi gian ti, Eximbank cn phi c nhng ci thin
sm nht v c s h tng p ng tt nht nhu cu ca khch hng.
B tr bn trong tr s: vic phn chia cc quy giao dch cng r rng. B
tr gh ngi ch phin giao dch cho khch hng cng kh hp l, gn cc k chng
cc brochue, t bm qung co sn phm dch v bn l tin cho vic nghin cu
sn phm ca khch hng, my lnh lin tc hot ng, lun to khng gian tha
mi cho khch hng n giao dch. Ngoi ra, trong phng cng c trang b my
nc ung nng lnh dnh ring cho khch hng v mt s loi bo ch hng ngy
khch hng cp nht tin tc.
2.4.1.2 Mng li my ATM POS
Mng li ATM lin tc c m rng qua cc nm, tri rng khp cc a
bn th pht trin. Tnh n ngy 31/12/2010, Eximbank lp t c 260
my ATM v 1.685 my POS chp nhn th. Vic kt ni thnh cng vi t chc
th thanh ton quc t Visa, Master v h thng thanh ton th ni a lin minh
Banknet, Smartlink nng cao hiu qu hot ng ca h thng ATM mt cch r
rt, th hin s lng giao dch v doanh s giao dch khng ngng gia tng hng
nm, tr thnh mt ngun thu ng k v quan trng trong tng thu nhp ca hot
ng kinh doanh th.
Eximbank xy dng c mt i ng cn b nghip v v k thut ti
Hi s v chi nhnh trn ton quc c nhiu kinh nghim, chuyn nghip v thnh
tho trong lnh vc dch v th nhm t vn v h tr khch hng mt cch tt nht,
to cho khch hng cm gic yn tm tuyt i khi s dng cc sn phm th ca
Eximbank.
2.4.1.3 Cng ngh ngn hng
i vi Eximbank, cng ngh lun l mt trong nhng u tin ca Ngn
hng trong chin lc pht trin p ng ngy cng tt hn nhu cu ca khch
hng, em n s hi lng v cht lng dch v, t khng nh v th ca
Eximbank l mt ngn hng ng hnh vi cc doanh nghip v nh u t.
40
Li th sn c v h thng ngn hng li tin tin, p ng tiu chun ca
mt ngn hng hin i, x l t ng v qun l tp trung to iu kin thun
li cho ngn hng pht trin nhanh mng li hot ng v h thng ATM trn ton
quc. Trong nm qua, Ngn hng trin khai thnh cng gii php kt ni vi cc
cng ty chng khon nhm phc v cho vic qun l ti khon ca nh u t ti
Ngn hng. H thng c kh nng qun l tc thi ngun vn ca nh u t cng
nh sn sng cho php trin khai cc lnh iu kin, giao dch trc tuyn. Ngn
hng cng ang pht trin cc h thng ng dng mi p ng yu cu pht trin
kinh doanh, c bit l knh thanh ton in t. Eximbank tham gia vo d n
H thng thanh ton v hin i ho Ngn hng Vit Nam vi tng gi tr ti tr
ln ti 49 triu USD, do Ngn hng Th gii ti tr. Do nhu cu khch hng i vi
dch v th ngy cng tng, Eximbank trin khai cc sn phm th Eximbank
dnh cho mi i tng khch hng c nhu cu vi 1.685 im chp nhn th trn
ton quc v 260 ATM hin i. Ngn hng Eximbank l mt trong nhng t chc
tn dng u tin pht hnh th quc t Eximbank-MasterCard, Eximbank-Visa.
Eximbank sm a h thng chp nhn thanh ton th MasterCard, Visa vo
hot ng t nm 1999 to iu kin cho vic thanh ton tin hng, dch v bng
th ca cc i tng du khch nc ngoi n Vit Nam. Ngoi ra, ngn hng s
phi hp cng i tc chin lc Sumitomo Mitsui nghin cu, trin khai cc sn
phm mi, c hm lng cng ngh cao. Eximbank ang hng ti mc tiu tr
thnh mt trong nhng t chc tn dng c cng ngh hin i trong h thng ngn
hng trong nc v trong khu vc.
2.4.2 Ngun nhn s phc v bn l ti Eximbank
2.4.2.1 S lng v trnh nhn s phc v bn l ti Eximbank
Nhn t ngun nhn s phc v bn l nh hng chnh n cht lng dch
v ngn hng bn l thng qua yu t con ngi, thuc cc thnh phn nh: tnh tin
cy, s ng cm, tnh p ng v nng lc phc v. Mt khi cc ngun lc khc
nh nhau th nhn lc s to nn s khc bit v li th cnh tranh cho ngn hng.
41
Hin nay, tng s cn b nhn vin ca ngn hng nm 2010 l 4.472 ngi,
tng hn 18% so vi nm 2009 (ti ngy 31/12/2009 l 3.870 ngi). T l lao
ng nam chim 45%, n chim 55% trong tng s nhn vin. Trong , s lng
nhn s phc v bn l khong 1.560 ngi, chim khong gn 35% tng s nhn
s ca ngn hng.
Bng 2.5: S liu phn trm v tui nhn s phc v bn l ti Eximbank
VT: %
Tui T 18 35 T 36 50 Trn 50 tui
84 14 2

(Ngun: Bo co thng nin ca Eximbank nm 2010
Hnh 2.5: Biu s liu phn trm v tui nhn s phc v bn l ti
Eximbank
T 18 35
T 36 50
Trn 50 tui

(Ngun: Bo co thng nin ca Eximbank nm 2010)
Bng 2.6: S liu phn trm v trnh nhn s phc v bn l ti Eximbank
VT: %
Trnh Trn i
hc
i hc Cao ng Trung cp PTTH Di
PTTH
% 3 66 6 8 14 3

(Ngun: Bo co thng nin ca Eximbank nm 2010)


42
Hnh 2.6: Biu v trnh nhn s phc v bn l ti Eximbank
Trn i hc
i hc
Cao ng
Trung cp
PTTH
Di PTTH

(Ngun: Bo co thng nin ca Eximbank nm 2010)
i ng nhn s lnh o ch cht, Hi ng Qun Tr v Ban Tng Gim
c iu hnh l nhng ngi c kinh nghim lu nm trong lnh vc qun tr ti
chnh ngn hng v cc nghip v ch yu ti Eximbank nh ngn hng bn l, kinh
doanh ngoi t, kinh doanh vng, thanh ton quc t, ti tr xut nhp khu theo cc
chun mc quc t. Cn b nhn vin cp di a phn tui tr, c bn lnh, c
nghip v chuyn mn tt, tm huyt vi s nghip pht trin ca ngn hng. Vi
sc tr, tnh nng ng, sng to v nhit tnh l nhng iu kin rt tt cho s n
nh v pht trin ngun nhn lc ngn hng trong tng lai.
c th xy dng c mt i ng cn b nhn vin c nng lc chuyn
mn, c t cch o c v c tm huyt i vi cng vic c giao nhm phc v
cho qu trnh m rng mng li cng nh y mnh hot ng kinh doanh trong
mt mi trng cnh tranh khc lit, Eximbank lun ch trng n vic xy dng
v hon thin chnh sch qun l v pht trin ngun nhn lc. Nhn chung trong
nm 2010 cng tc ny c nhng bc pht trin tt, theo ng nh hng pht
trin ca ngn hng.
2.4.2.2 Trang phc, ngoi hnh, hnh nh bn ngoi ca nhn vin
Hnh nh bn ngoi ca cc nhn vin l thnh phn chnh cu to nn hnh
nh ng nht v chuyn nghip ca ngn hng. Hnh nh nh hng trc tip
n s ng cm v tin cy ca khch hng i vi nhn vin. KH giao dch vi
nhn vin c hnh nh p, thn thin s thy tha mi hn nhiu. Do cn nghin
cu v c quy nh c th v ngoi hnh v trang phc ca nhn vin ngn hng.
43
Hin nay, Eximbank c quy nh v trang phc nhn vin rt r rng v
chi tit, c th, ng phc ca nhn vin nam l o s mi mu xanh dng, qun u
sm mu, giy ty v i vi nhn vin n l o di mu xanh truyn thng, vy di
qua gi, o vest, o s mi mu trng, giy c quai hu. ng phc ca nhn vin rt
thi trang v nng ng, lun to s thn thin v chuyn nghip i vi khch
hng. Tuy nhin vic thc hin mc ng phc vn cha tt v khng ng b v
kiu qun o, tc, giy dp v trang im. Hn 50% cc nhn vin n khng ch
trng trang im khi n cng s. V vy, Eximbank cn c c ch gim st qun l
vic thc thi.
2.4.2.3 Cng tc tuyn dng nhn s
Eximbank s dng c ch tuyn dng tp trung ti Hi S, cc ng vin c
h s p ng tiu chun tuyn dng phi tri qua hai vng: vng 1 thi kin thc
chuyn mn, ting anh, IQ, vng 2 phng vn trc tip. Hi ng phng vn gm
gim c/ph gim c chi nhnh, trng phng hnh chnh nhn s, quyn quyt
nh ch yu l ca gim c. Do phi tham gia kinh doanh v cha qua o to v
phng vn nn ni dung phng vn cha ton din v mang tnh ch quan.
Mt bng trnh nhn s cha c c s ng u, c nhng cng vic
khng i hi kin thc chuyn su nhng li yu cu trnh chuyn mn l i
hc, cao ng nn cng xy ra tnh trng nhng nhn vin ny thng gn b khng
lu vi cng vic hin ti do t c tip thu cc k nng ngh nghip mi v cm
thy nhm chn.
2.4.2.4 Ch o to
Eximbank lun thc c rng o to nhn vin l mt trong nhng
nhim v then cht v quyt nh n s pht trin ca Eximbank hin ti v trong
tng lai. Ch c ngun nhn lc c cht lng cao, nghip v vng mi nng cao
c sc cnh tranh, thu ht khch hng v ha nhp vi quc t.
Eximbank khuyn khch v to iu kin tt nht cn b nhn vin nng
cao trnh chuyn mn bng nhiu hnh thc khc nhau, c th nh: c cn b
nhn vin tham gia cc hi tho trong v ngoi nc, cc kha o to ngn hn v
44
di hn cc vin, trng i hc chuyn ngnh trong nc, h tr hc ph v to
iu kin v mt thi gian cn b nhn vin tham d cc kha cao hc hoc hc
thm vn bng th 2
y mnh hot ng, Eximbank ra quyt nh thnh lp trung tm o
to Eximbank. Trung tm o to ny c thnh lp da trn nn tng l ban o
to Eximbank trc y. Trung tm o to tin hnh cng c b my hot ng,
xy dng c s php l v xy dng i ng ging vin, ng thi t chc c
35 lp o to v cc nghip v-k nng qun tr iu hnh. Bn cnh ,
Eximbank lin kt vi ngn hng SMBC nhm tng cng cht lng tc nghip
dch v ngn hng bn l. Trong nm 2010, SMBC tip nhn nhiu hc vin l
lnh o cc khi, phng tham d cc lp tp hun, ch yu ti Singapore v hoch
nh chin lc, kim sot cht lng, tc nghip back-office, qun tr d n, tc
ng con ngi v quyn uy, v k nng giao tip. Ngoi ra, SMBC xy dng b
ti liu o to tn dng dnh cho cn b tn dng tn tuyn, cung cp ti liu,
thuyt trnh cc chng trnh o to gim c chi nhnh, cc chuyn ngn hng
bn l, ngn hng doanh nghip. SMBC cng gp d tho chin lc o to
Eximbank n nm 2015 v tm nhn 2020 v o to ca ngn hng. Ngoi ra, vic
chuyn giao "Hng dn phong cch giao tip SMBC" h tr Eximbank s dng
nh mt phn ca chun mc o c v s tay hng dn giao tip thn thin vi
khch hng. Cc lp o to bi dng p ng vic trang b cho nhn vin tinh
thng nghip v, rn luyn k nng tc nghip qua thc hnh thc thi cng vic
theo ng quy trnh, quy ch, t yu cu cht lng, gp phn nng cao hiu qu
cng tc v hiu qu kinh doanh, phc v.
Trong chin lc pht trin ca mnh, chin lc u t pht trin ngun
nhn lc lun c lnh o Eximbank coi trng v c k hoch, bc i thch hp
nhm o to i ng cn b, nhn vin p ng vi cc mc tiu k hoch v chin
lc pht trin m Eximbank vch ra. Hot ng o to cn b nhn vin nhm
pht trin ngun nhn lc, o to ngh, nng cao kin thc, k nng lm vic,
nghip v chuyn mn, k nng qun tr iu hnh, cp nht kin thc mi... hng
45
n mc tiu l phc v khch hng tt nht, mang li li nhun cao cho ngn
hng...
2.4.2.5 Ch khen thng, i ng
V khen thng:
Eximbank lun i mi v xy dng chnh sch nhm thu ht cht xm,
nhn ti. Tch cc khuyn khch v tip nhn nhng cn b cc lnh vc khc, ph
hp vi nhu cu pht trin ca Eximbank, to pht trin mi trong mi trng
cnh tranh v nhn lc nh hin nay. Mc thu nhp ca cn b cng nhn vin
Eximbank khng ngng c ci thin v tng dn qua cc nm. Nm 2006:
5.840.000 ng/thng; nm 2007: 7.417.000 ng/thng, nm 2008: 7.916.000
ng/thng, nm 2009: 10.058.000 ng/thng, nm 2010: 11.417.000ng/thng.
Cng tc thi ua khen thng c thc hin cng khai, minh bch, ng
ngi, ng vic kp thi khuyn khch tinh thn hng hi thi ua hon thnh k
hoch, nng cao tinh thn sng to ca tp th, cn b nhn vin trn ton h thng.
Ch khen thng cho nhn vin ca ngn hng gn lin vi kt qu hot ng
kinh doanh ca c c quan v cht lng dch v ca mi nhn vin thc hin cho
khch hng. Ngoi vic thng chung vo cc dp l, tt, k nim thnh lp...cc tp
th c nhn cn c xt thng do t thnh tch xut sc vo cui qu, cui nm
hoc khen thng t xut do c sng kin, t doanh s cao, vt k hoch...
V chnh sch i ng:
duy tr gi chn cn b, nhn vin gii ng thi thu ht ngi ti v
cng tc cho Eximbank, Eximbank thc hin cc chnh sch i ng nh: ch
cho vay u i, ch ngh mt nm, t chc sinh nht tp th hng thng, kp thi
thm hi ng vin cc gia nh cn b, nhn vin c tang quyn, m au, thai
sn... S quan tm chia s t Eximbank to cho cn b nhn vin mt cm gic
thn thin vi mi trng Eximbank v Eximbank dng nh tr thnh ngi nh
th hai ca cn b nhn vin.


46
V ch ph cp, bo him x hi:
Tt c cn b, nhn vin k hp ng lao ng chnh thc ca Eximbank u
c hng cc ch ca ngi lao ng theo ng vi Lut Lao ng. Bn cnh
, nhn vin ca Eximbank cn nhn c ph cp khc nh ph cp c hi, ph
cp xa nh, ph cp chuyn mn, v.v...
Eximbank lun quan tm n i sng ca ngi lao ng, p ng y ,
kp thi, tha ng cc yu cu quyn li v vic lm v cc chnh sch, ch cho
ngi lao ng. Chnh iu ny to c nim tin v hnh nh tt p v
Eximbank, lm cho cn b nhn vin ngy cng gn b hn vi Eximbank v ng
thi kch thch c lng say m cng vic ca h.
V sinh hot on th:
Pht huy truyn thng qu bu ca ngi Vit Nam, tinh thn tng thn
tng i ca ton th cn b nhn vin, Ngn hng pht ng v tham gia nhiu
hot ng x hi, t thin nh: t chc thm v tng qu cho cc gia nh ngho,
tri m ci, gia nh chnh sch, xy dng nh tnh thng, tham gia nhiu cuc vn
ng cu tr ng bo b thit hi do ma bo v l lt gy ra.
Mt khc, Ngn hng cng rt quan tm v khuyn khch cc hot ng on
th nh t chc cc chng trnh sinh hot ngoi kha nhm tng kt hot ng,
sinh hot chnh tr su rng. ng thi, cc bui sinh hot ngoi kha cng l c
hi giao lu, gii tr trong ni b cho cn b nhn vin tng s gn b trong cng
vic nh: hi thao, hi thi kin thc ngh nghip, hi thi vn ngh... gp phn to ra
tinh thn on kt h tr nhau trong cng vic.
2.4.3 Cng tc t chc, qun l h thng dch v ngn hng bn l
2.4.3.1 Chnh sch chm sc khch hng v pht trin nn khch hng
Chnh sch chm sc khch hng khi phc v khch hng trc tip:
Hin ti, vn chm sc khch hng lun c Eximbank tch cc quan
tm. Eximbank xy dng c chnh sch chm sc ph hp i vi tng i
tng khch hng nhm tha mn nhu cu ti a v trn gi ca khch hng. Cc
chng trnh tp hun v cng tc phc v khch hng thng xuyn c trin
47
khai. Tuy nhin, Eximbank vn cn nhn nhiu li phn nn, than phin t pha
khch hng v cht lng dch v ca ngn hng nh thi n tip ca nhn vin
cha tht s thn thin, thi gian khiu ni gii quyt qu lu, khng gian giao dch
cht chi, khch hng phi ch i lu thc hin giao dch, vic giao dch
nhiu ca, khin khch hng cm thy khng tha mi, mt qu nhiu thi gian ch
iV th, Eximbank cn ci thin hn trong th tc thc hin cc giao dch
thng qua vic thc hin giao dch mt ca, gim bt cc khu cng nh cc th tc
khng cn thit, n cn phc v to mi thin cm cho khch hng nhm mang li
s hi lng tt nht cho KH vi mc tiu phc v Khch hng l thng .
Chnh sch chm sc khch hng sau bn hng:
thu ht v gn cht khch hng vi ngn hng, Eximbank thc hin
xp loi khch hng v thc hin chnh sch khch hng tng ng vi v tr xp
loi.
- Chun mc xp loi: cn c vo tng doanh s thc t ca khch hng giao
dch v tng doanh s d kin ca khch hng tim nng i vi Eximbank. Doanh
s ny bao gm doanh s giao dch ca khch hng thu dch v v doanh s thu tin
gi, doanh s tin vay.
- Eximbank s tnh im cho tng khch hng v xp loi khch hng. Vic
xp loi khch hng c thc hin trn ton h thng nh k mi nm 1 ln da
trn doanh s giao dch hng nm/doanh s giao dch tng ng vi 1 im (do
Eximbank ban hnh theo tng thi k). Hin nay c 5 mc xp loi khch hng
giao dch v mt mc i vi khch hng tim nng.







48
Bng 2.7: Xp loi khch hng bn l
Loi khch hng Tng im khch hng Xp loi
T 100 im tr ln Kim cng
T 60 im n di 100 im Vng
T 40 im n di 60 im Bc
T 20 im n di 40 im Thn thit
T 03 im n di 20 im ng hnh


Khch hng giao dch
T 20 im tr ln Tim nng

(Ngun: Chnh sch khch hng c nhn ca Eximbank nm 2010)
- Cc khch hng c xp loi vo i tng c hng chnh sch u
i s c hng cc u i vi mc khc nhau:
u i v ti chnh: cng thm li sut vo tin gi, gim tr li sut
cho vay, gim tr ph dch v, hn mc cp th tn dng, tng th VIP, cho vay tn
chp
u i v phc v: nh c phc v ti tt c cc im phc v
VIP trn ton h thng, c Eximbank cung cp cc dch v tn nh cho vic gi
tin, pht hnh th, tn dng
Chm sc khch hng: c Eximbank cung cp thng tin thng
xuyn v cc chng trnh khuyn mi ca Eximbank cng nh cc i tc lin kt,
cc thng tin li sut tin gi khi c thay i, tng phm cho khch hng vo cc
dp l tt, mi tham d hi tho chuyn do Eximbank t chc
Hng u i bn ngoi vi i tc lin kt, ch yu thng qua s
dng cc loi th ca ngn hng nh mua hng c gim gi (th ng thng
hiu Eximbank-Thy Mc, Eximbank-Thin Ha, E-Maximark), chit khu sn
phm, dch v ( nh th lin kt mua sm Eximbank-Globe pass) ti i tc lin kt.
Bn cnh nhng u i dnh cho khch hng th cng tc x l khin ni t
khch hng cng lun c Eximbank quan tm ng mc. Eximbank xy dng
trung tm dch v khch hng thng qua tng i Call Center (083).9.15.15.15 hay
49
tng i 1900.54.54.74 nhm t vn, gii p mi thc mc dch v ngn hng v
gii quyt khiu ni ca khch hng.
Nhn chung, chnh sch chm sc khch hng sau bn hng ti Eximbank
ngy cng pht trin v chuyn nghip hn. Lun th hin s tn trng v tri n i
vi khch hng nhm tng tnh trung thnh ca khch hng i vi ngn hng trong
tng lai.
Pht trin nn khch hng:
Eximbank lun thc rng c c nhng thnh qu nh hm nay l nh
vo s tin tng v nhit tnh ng h ca ng o khch hng. Chnh v vy, s hi
lng ca khch hng lun lun l trng tm trong mi hot ng ca Eximbank v
l ngun ng lc Eximbank khng ngng sng to, t hon thin v nng cao
hn na cht lng dch v cng nh cung cch phc v khch hng. Ly phng
chm "Eximbank - ng sau thnh cng ca khch hng" lm kim ch nam trong
hot ng ca mnh, Eximbank lun xem thnh cng ca khch hng cng chnh l
thnh cng ca ngn hng.
Chnh v th, mc d trong mi trng cnh tranh ngy cng gay gt nh
hin ti, vic duy tr v pht trin nn tng khch hng khng h n gin, nhng
trong nm 2010 c gn 120 ngn khch hng mi n giao dch ti Eximbank,
nng tng s khch hng ang c quan h giao dch vi Eximbank ln 426.000
khch hng, tng 38,5% so vi nm 2009 (tng ng 118,5 nghn khch hng).
Trong , khch hng c nhn chim t trng 94% (tng ng 400,44 nghn
khch hng), tng 39,2% so vi nm 2009 (tng ng 113 nghn khch hng).
Eximbank lun ch trng pht trin nn khch hng ny thng qua cc chng trnh
chm sc khch hng c bit nh thng xuyn thm hi cc khch hng ct li,
trng tm ca dch v bn l, gip kim sot khch hng, gii thiu v mi khch
hng tham gia cc sn phm bn l mi hay cc chng trnh khuyn mi mi, ng
thi theo st, hiu r khch hng, tm hiu tm t nguyn vng, chia s cc vn
c nhn lm tng s ng cm, tng s tin cy, gn b vi khch hng v gia tng
cht lng dch v nhm gi chn khch hng.
50
Eximbank cng tin hnh tm kim khch hng mi thng qua vic qung b
thng hiu v gii thiu cc dch v ngn hng bn l mi qua cc phng tin
thng tin i chng nh truyn hnh, bo ch, trang webvi rt nhiu u i hp
dn dnh cho khch hng mi. Mc ch l pht trin nn khch hng, duy tr khch
hng c v m rng khch hng mi nhm tng th phn bn l, th hin quy m v
cht lng dch v bn l ngy cng cao ca Eximbank trn th trng dch v ngn
hng bn l hin nay.
2.4.3.2 Cng tc qun tr iu hnh
Sau thnh cng bc u v ti cu trc, Eximbank nhanh chng hon thin
dn m hnh t chc theo hng nng cao vai tr qun tr ca Hi s thng qua vic
cc Khi chc nng tng cng gim st, qun l tp trung cc khu vc kinh doanh,
st cnh h tr trin khai nghip v nhm tho g nhng kh khn, vng mc mt
cch nhanh chng v hiu qu nht, ng thi m bo tnh nng ng linh hot
trong vai tr thc hin chc nng kinh doanh ca cc n v bn hng.
Vi phng chm pht trin an ton v bn vng, Eximbank ang tng bc
hon thin b my qun l ri ro thng qua cng tc t chc li thnh phn v ni
dung hot ng ca b phn qun l ri ro. Mc tiu l phn nh nghi v v trch
nhim mt cch r rng gia cc b phn. Cng tc gim st hot ng lun tun
th theo nguyn tc: bo m tnh khch quan, trung thc v thng xuyn lin tc,
bao trm tt c cc hot ng ca ngn hng bn l. V vy, d tc tng trng
d n bn l trong nm kh cao nhng t l n xu v n qu hn di mc cho
php. Theo m hnh ti cu trc mi, ngn hng thnh lp phng Qun l ri ro
nhm chuyn nghip ha cng tc qun l ri ro ton b lnh vc hot ng ca
ngn hng. Cng tc qun l ri ro ca U ban ALCO c vn hnh v mang
li hiu qu thit thc, ph hp vi Quyt nh 457/2005/Q-NHNN ngy
19/04/2005 ca Ngn hng Nh nc Vit Nam.
Tuy nhin, cc thit ch, th ch, quy ch, quy nh trong qun l kinh doanh
hot ng NHBL cn cha y , cha c chun ha v hon thin ph hp
vi thng l quc t. Eximbank cha xy dng c chin lc ng b, hiu qu
51
v c th pht trin hot ng kinh doanh NHBL (khch hng, th trng, sn
phm, knh phn phi), quan im pht trin kinh doanh NHBL cp chi nhnh
cn cha nht qun, cha c quan tm ng mc, vn ha kinh doanh vn quen
lm mn ln (bn bun). Trnh qun l kinh doanh, qun l ri ro cn mt s
hn ch, cho vay tn dng ch yu da vo ti sn m bo, nng lc thm nh tn
dng cn yu nn vn cn hin tng tiu cc trong cho vay, nng lc kim sot v
t kim sot trong cc hot ng bn l cn cha cao phng trnh cc ri ro o
c v ri ro tc nghip.
2.4.3.3 Cng tc t chc qun l v nhn s hot ng bn l
Cng tc t chc qun l hot ng bn l ang trong giai on hon thin,
tng bc trin khai v m rng. T Hi s n cc chi nhnh c s t chc li
c cu qun l, phn chia r tng b phn khch hng thnh khch hng c nhn v
khch hng doanh nghip, vi h thng cc sn phm dch v a dng v thun tin
cho khch hng khi n giao dch. Trong qun l hot ng NHBL, c mt h thng
qun l xuyn sut t hi s n chi nhnh, thng nht cc u mi trin khai cc
sn phm dch v bn l ph hp vi chc nng ca tng b phn bn l. Tuy
nhin, vic t chc kinh doanh dch v NHBL ti chi nhnh cn cha chuyn
nghip, chuyn bit do hn ch v ngun nhn s bn l v thiu kinh nghim qun
l hot ng bn l. Cc b phn dch v khch hng bn l v phng dch v khch
hng cn gn lin mt s nghip v lin quan, cha tht s c lp thc hin
giao dch mt ca v cha thc hin c y cc chc nng nhim v ca
phng. Bn cnh , Eximbank vn hot ng theo m hnh bn hng trc tip v
th ng l khch hng n quy giao dch v gp giao dch vin c cung ng
dch v, cc phng php bn l gin tip thng qua fax v internet cn hn ch,
ch yu c s dng ng k m ti khon, lm cc loi th trn trang website
eximbank.com.vn. Cn b quan h khch hng vn chuyn su cc sn phm tn
dng, cha c kinh nghim tip th, gii thiu cc sn phm bn l khc nhm phc
v trn gi mi nhu cu ca khch hng nn lng khch hng khng c di do
v a nng.
52
i ng cn b nhn vin dch v ngn hng bn l nhn chung c nhit
huyt, c o to cn bn, c tc phong lm vic, kh nng giao tip tt, c trnh
nghip v tt, c kinh nghim trong cng tc bn l vi thi phc v tn tm,
chuyn nghip, lun thu ht v duy tr c mt khi lng khch hng nht nh
n giao dch. Phng t chc nhn s thng xuyn ch trng thc hin b nhim
v iu ng ni b, tuyn dng cn b mi p ng nhu cu v nhn s trong
ton h thng, ph hp vi m hnh ngn hng bn l. Kt hp o to vi vic b
tr s dng cn b theo ng ngi, ng vic, thc hin lun chuyn cn b, sp
xp cng vic ph hp nht vi nng lc chuyn mn, pht huy tinh thn sng to
ca cn b nhn vin ngn hng.
2.4.3.4 Cng tc pht trin sn phm dch v bn l mi
Eximbank lun ch trng u t thit k cc sn phm dch v mi, a dng
sn phm, nng cao tnh tin ch cho khch hng giao dch thng qua nhng sn
phm c hm lng cng ngh cao nhm phc v khch hng tt hn, nng cao kh
nng cnh tranh v m rng th trng tim nng. Cng tc nghin cu v ban hnh
cc sn phm hin nay ti Eximbank do phng nghin cu pht trin sn phm
thuc khi pht trin kinh doanh m nhim, sau khi kim tra tnh php l v cht
lng quy trnh ph hp s c Ban Tng gim c ph trch thng qua v ban
hnh xung tuyn di marketing v trin khai thc hin sn phm mi.
Hin ti, Eximbank cung cp ti khch hng cc dch v ngn hng bn l c
bn trn th trng. So vi cc ngn hng khc, Eximbank c mc ph dch v
mc trung bnh, li sut tin gi tt cng vi nhiu u i, khuyn mi v li sut
cho vay cng mc cnh tranh, l iu kin tt pht trin nn khch hng. Vic
a dng, nng cp, pht trin sn phm dch v NHBL khng ch gip tng thu nhp
m cn l hng pht trin chin lc ca Eximbank trong di hn, tng bc tng
t trng thu dch v trong tng thu, gim s ph thuc ch yu vo thu nhp t hot
ng huy ng tn dng, m bo s pht trin lu di v bn vng.
Eximbank cng y mnh lin kt, hp tc vi cc ngn hng ln, cc i
tc chin lc v cc khch hng c th cung ng cc dch v trn gi cho
53
khch hng nhm khai thc u th v h thng knh phn phi nh cc tin ch v
thanh ton ha n, thu chi h bng tin mt hoc cc giao dch internet-banking,
phone-banking, np tin qua in thoi, cc lot th tch hp, a nng
Eximbank hp tc cht ch vi i tc chin lc - ngn hng SMBC ca
Nht Bn. Nhm h tr Eximbank pht trin ngn hng bn l, cc cn b cao cp
ca ngn hng SMBC n Eximbank trnh by v tho lun v vic xy dng
chin lc ngn hng bn l ca Eximbank. SMBC h tr Eximbank a ra th
trng mt s sn phm mi v ci tin sn phm dch v bn l hin c, nht l cc
sn phm ng dng cng ngh e-banking. SMBC cng gii thiu Eximbank gia
nhp lin minh th quc t GlobePass. Eximbank l ngn hng u tin v duy nht
Vit Nam l thnh vin lin minh th quc t GlobePass v chnh thc trin
khai chng trnh chit khu u i gim gi ln nhau gia cc n v chp nhn
th (MMDP) v bc u t c mt s kt qu nht nh.
2.4.3.5 Hot ng marketing sn phm dch v ngn hng bn l
Cng tc Marketing sn phm ch yu do phng Marketing thuc khi pht
trin kinh doanh ph trch v trin khai. Trong nhng nm gn y, cng tc
marketing cc sn phm dch v NHBL lun c ch trng, dn pht trin theo
hng chuyn nghip, bi bn, lin tc v bm st tin trin khai sn phm. Cc
chng trnh marketing kt hp cht ch gia cng tc qung b v PR sn phm
thng qua cc phng tin thng tin i chng nh bo ch, truyn hnh, website,
kt hp gia hnh thc marketing ni b v truyn thng ra bn ngoi vi cc thit
k bng rn, brochue gii thiu sn phm hp dn, d hiu v bt mt nhm thu ht
khch hng. Thc hin phn cng nhn s gi brochue n cc khch hng trn a
bn, gi in thoi hn gp cc i tng khch hng tim nng tip th sn
phm dch v bn l ca Eximbank
Cng tc marketing sn phm NHBL c hi s v chi nhnh tch cc trin
khai. Tng bc t chc nghin cu th trng dch v NHBL, theo lp bo co
v th trng dch v NHBL v trin khai vic nghin cu th trng cho cc sn
phm tit kim, sn phm tn dng bn l v cc sn phm phi tn dng bn l khc
54
ng thi xy dng k hoch o to chuyn su cho nhn vin bn l trong vic
tip th h thng sn phm ngn hng bn l n vi khch hng. C th ni i th
cnh tranh ca Eximbank trong lnh vc NHBL l ACB, Sacombank, ng ,
cc ngn hng ny lin tc a ra sn phm mi (tit kim tch ly, dch v gi h
ti sn, ng k dch v qua mng ca ACB). V th, Eximbank xy dng
chin lc marketing vi s khc bit ch yu v cht lng dch v nhm thu ht
cng nh li ko lng khch hng ln v pha mnh. C th, trong thi gian qua,
Eximbank tch cc trong vic tin hnh cc hot ng marketing nh thc hin
chng trnh khuyn mi tng th cho khch hng gi tit kim, m th min ph
cho khch hng giao dch, gim ph thng nin s dng thVic huy ng vn
cng rt cnh tranh nn Eximbank cng tin hnh thng xuyn cc chng trnh
khuyn mi vi gii thng hp dn nh xe hi, xe my cao cp, tivi hin i,
thng tin nhm thu ht khch hng gi tin hay chng trnh cho vay vi li
sut u i dnh cho khch hng vay vn
2.4.3.6 Cng tc kim tra, kho st v qun l tiu chun cht lng dch v
Eximbank ch yu quan st thc t tnh hnh trin khai sn phm dch v ti
cc im phc v khch hng bn l thng qua doanh s dch v v biu hin thi
ca khch hng khi giao dch, cng vi nhng ng gp kin vo hp th
khch hng ca ngn hng kp thi khc phc v ci tin. Hin Eximbank cha
ch trng cng tc kim tra cht lng dch v NHBL thng qua kho st cht
lng dch v t khch hng bng bng cu hi th hin mc hi lng ca khch
hng i vi dch v bn l ca ngn hng v cng cha c i ng khch hng b
mt i kim tra cht lng ti cc n v kinh doanh bn l. y l hai phng php
kim tra cht lng dch v c tnh hiu qu cao, c s dng nhiu trn th gii
cng nh mt s ngn hng mnh ti Vit Nam nh ACB, Sacombank v mt s
ngn hng nc ngoi.
Xy dng tiu chun cht lng dch v c xc nh t nhu cu ca khch
hng l iu quan trng, tng nhn vin phc v khch hng tt nht. Eximbank
c quy trnh hng dn k nng phc v khch hng bn l, tuy nhin, nhn vin
55
bn l a s cn tr, t c kinh nghim, li cha c o to tt, phc v khch
hng theo cch mnh ngh l tt nht nn vn cn nhiu hn ch.
2.4.4 Nng lc ti chnh v thng hiu Eximbank
Bn cnh cc yu t tc ng trc tip n cht lng dch v NHBL nu
trn th yu t nng lc ti chnh v thng hiu cng gp phn nh hng n cht
lng dch v NHBL, ng thi l cng l nhn t phn nh hiu qu kinh doanh
dch v NHBL ca ngn hng.
Nng lc ti chnh
Trong xu th hi nhp, vi quy m vn v nng lc ti chnh thp, cc ngn
hng thng mi Vit Nam ni chung v Eximbank ni ring s kh c th cnh
tranh trn th trng ti chnh Vit Nam. Chnh v th, Eximbank lun n lc tn
dng mi c hi tng nhanh nng lc ti chnh nhm to u th cnh tranh. Hin
ti, nng cao nng lc ti chnh, Eximbank hp tc vi cc i tc chin lc
trong v ngoi nc, ni bt l cc doanh nghip ln trong nc, ngn hng hng
u ca Nht Bn - Sumitomo Mitsui Banking Corporation v hai qu u t ln l
Vina Capital v Mirae Asset.
n cui nm 2009, Eximbank tr thnh ngn hng c vn ch s hu
ln nht trong s cc ngn hng TMCP Vit Nam, khng k n cc ngn hng
thng mi quc doanh c phn ha, vi mc vn ch s hu khong 13.300 t
ng v tnh n ngy 31/12/2010 vn iu l l 10.560 t ng v vn ch s hu
l 13.511 t ng, nng tng ti sn ca Eximbank ln 131.111 t ng. Vi nng
lc ti chnh vng mnh trn, Eximbank ng vng, an ton hot ng trong cc
t khng hong va qua v t c hiu qu kinh doanh kh quan.
Cng vi vic tng vn iu l, Eximbank nng cao nng lc ti chnh vi
vic gim t l n xu, n qu hn. C th tnh hnh n xu ca Eximbank trong cc
nm nh sau:



56
Bng 2.8: S liu t l xu (NPL) ca Eximbank t nm 2006-2010
VT: %
Nm 2006 2007 2008 2009 2010
T l n xu (NPL) 0,85 0,88 4,71 1,86 1,42

(Ngun: Bo co thng nin ca Eximbank t nm 2006-2010)
ng thi li nhun tng trng vi tc cao v h s ROA, ROE c ci
thin ng k. Ngoi ra, Eximbank cng thc hin trch lp y d phng
theo quy nh.
Bng 2.9: S liu li nhun trc thu, ROA, ROE t nm 2006-2010
Nm 2006 2007 2008 2009 2010
Li nhun trc thu (t ng) 356 629 969 1.533 2.378
Tng trng li nhun 92% 76% 54% 58% 55%
ROA (%) 1,74 1,78 1,74 1,96 1,85
ROE (%) 27 27 7,43 8,73 13,51
(Ngun: Bo co thng nin ca Eximbank t nm 2006-2010)
Nhn chung, do nm bt c thi c cng vi nhng n lc quyt tm ca
ton ngn hng, Eximbank c mt bc pht trin nng lc ti chnh kh n
tng. Li th v nng lc ti chnh cho php Eximbank p ng cc quy nh v
an ton vn, tng kh nng p ng nhu cu vn v cc dch v ngn hng cho
khch hng, ng thi to iu kin thun li cho Eximbank trong vic u t pht
trin h thng cng ngh thng tin v mng li chi nhnh, pht trin theo chiu
su, to s khc bit thc s v cht lng dch v trn th trng dch v NHBL.
Thng hiu Eximbank:
Cng tc pht trin thng hiu c y mnh, thng hiu Ngn hng
TMCP Xut Nhp Khu Vit Nam c ph rng trn ton quc, ch yu tp trung
ti cc khu vc c chi nhnh ngn hng, khu vc sn bay, khu ng dn c, siu th,
nh sch, nh hng, khch sn... Eximbank thc hin chun ha thng hiu trn
ton h thng, chun ha logo, slogan khu hiu, thc hin qung co nhm nng
57
cao mc nhn bit thng hiu. Mt tin cc im giao dch bn l, my ATM
c thi cng theo mu thng nht, brochue, mu biu cc sn phm dch v bn l
c thit k ng b, chun ha vt dng vn phng v ng nht trong h thng
nhn din thng hiu. Nng cao tn sut xut hin ca ngn hng trn cc phng
tin truyn thng bo i, pht trin tt mi quan h vi gii truyn thng, ti tr
chnh mt s chng trnh c bit trn VTV nh chng trnh thp sng tng lai,
Eximbank ng hnh cng V-League 2011...
Bn cnh , Eximbank cng ch trng vic ng gp cho cng ng x hi
thng qua vic h tr thc hin cc chng trnh t thin, nhn o mang tnh x
hi cao nh ti tr xy bnh vin cho hi cu tr tr em ngho tn tt, hin mu
nhn o, chung tay gp sc cho thanh nin thnh ph trong chng trnh Tip sc
c m xanh...nhm to mt hnh nh Eximbank p, thn thin v gn gi trong x
hi.
Eximbank thc hin tt cng tc qung b rng ri hnh nh ca mnh trn
ton quc v thnh cng trong cng tc tng cng kh nng nhn bit thng hiu
Eximbank - mt ngn hng ln, vng mnh n khch hng, ng thi tng bc
khng nh v th ca mnh trn th trng ti chnh Vit Nam.
2.5 nh gi cht lng dch v NHBL ti Eximbank thng qua kin ca
khch hng
2.5.1 So snh cht lng dch v NHBL ti Eximbank v mt s ngn hng khc
Trong nm 2010, Eximbank tin hnh kho st mc hi lng ca khch
hng c giao dch ng thi ti cc ngn hng cnh tranh vi ni dung kho st gm
6 yu t: thi phc v ca nhn vin, trnh v k nng ca nhn vin, thi
gian hon thnh 1 giao dch, tin ch sn phm dch v bn l, s tin nghi tha mi
v mc hi lng. Vi kt qu nh sau:




58
Bng 2.10: So snh cht lng dch v NHBL ti Eximbank v mt s NH khc
Ngn hng
Thi
phc v
Trnh
k
nng
Thi gian
hon tt 1
giao dch
Tin ch
sn phm
DVBL
Tin
nghi
tha mi
Mc
hi lng
Eximbank 79,88% 83,46% 76,65% 86,59% 82,58% 82,67%
Sacombank 87,19% 86,33% 79,53% 84,35% 87,23% 84,35%
Techcombank 82,57% 79,87% 81,23% 82,49% 80,66% 82,21%
ACB 89,43% 88,35% 87,56% 88,36% 89,11% 88,74%
ng 86,03% 85,44% 84,97% 81,02% 82,97% 82,23%

(Ngun: Bo co kho st cht lng dch v NHBL nm 2010 ca Eximbank)
Hnh 2.7: Biu so snh cht lng dch v NHBL ti Eximbank v mt s NH
khc
70.00%
75.00%
80.00%
85.00%
90.00%
Thai do
phuc vu
Trinh do
ky nang
Thoi gian
hoan tat 1
gd
Tien ich
SPDVBL
Tien nghi
thoa mai
Muc do
hai long
Eximbank
Sacombank
Techcombank
ACB
Dong A
(Ngun: Bo co kho st cht lng dch v NHBL nm 2010 ca Eximbank)
Nhn xt: Cht lng dch v NHBL ca Eximbank ni bt vi yu t Tin
ch do sn phm DVBL cung cp. Eximbank cn hn ch v yu t Thi phc
v ca nhn vin v thi gian hon tt 1 giao dch. Kt qu cho thy, mc hi
lng ca Eximbank ngang bng tng ng ngn hng Techcombank, ng ,
nhng thp hn so vi ngn hng Sacombank v ACB.
2.5.2 nh gi cht lng dch v NHBL ti Eximbank thng qua kin ca
khch hng
Kt qu nh gi da trn vic kho st, phn tch 133 phiu cu hi v cht
lng dch v ngn hng bn l ti Eximbank vi 22 yu t, ni dung nh gi t
(1)- Hon ton khng ng , (2)- Khng ng , (3)- Bnh thng, (4)- ng ,
(5)- Hon ton ng .
59
Bng 2.11: Cc thnh phn cht lng dch v NHBL nghin cu ti Eximbank

I- S TIN CY M HA
1. Nhn vin NH thc hin giao dch chnh xc v nhanh chng TC1
2. Ngn hng cung cp ng dch v ti thi im cam kt TC2
3. Ngn hng bo mt thng tin v giao dch ca khch hng TC3
4. Ngn hng lun gi ch tn vi khch hng v xem quyn li ca khch
hng l trn ht
TC4
II- TNH P NG
1. Nhn vin NH lun phc v cng bng vi tt c khch hng DU1
2. Nhn vin NH khng gy phin nhiu cho Qu khch hng DU2
3. Nhn vin khng t ra qu bn rn khng phc v khch hng DU3
4. Ngn hng p dng chnh sch gi linh hot, mc li sut cnh tranh v
biu ph giao dch hp l
DU4
III- PHNG TIN HU HNH
1. NH c chi nhnh, phng giao dch rng khp, thun tin PT1
2. NH c h thng ATM hin i v d s dng PT2
3. Sn phm dch v NH a dng, phong ph v ph hp PT3
4. NH c trang thit b v my mc hin i, c s vt cht y (gh
ch, sch bo, nc ung)
PT4
5. Trang Web internet y thng tin; t bm qung co sn phm bt
mt, hp dn
PT5
6. Nhn vin ngn hng n mc gn gng, lch s v n tng PT6
IV- NNG LC PHC V
1. Mu biu quy nh NH r rng, d hiu; th tc giao dch n gin, thi
gian giao dch nhanh chng
NL1
2. Nhn vin c trnh chuyn mn v thao tc nghip v tt NL2
3. Nhn vin NH rt lch thip, n cn, sn sng phc v v hng dn
khch hng
NL3
4. Nhn vin NH lun t vn gii php tt nht v gii quyt tha ng
khiu ni ca khch hng
NL4
V- S NG CM
1. Ngn hng c cc hot ng marketing hiu qu, n tng v i u
trong cc ci tin
DC1
2. Cc chng trnh khuyn mi, chm sc khch hng sau bn hng ca
ngn hng ng tin cy
DC2
3. Nhn vin ngn hng lun ch n nhu cu ca khch hng DC3
4. Nhn vin ngn hng hng dn th tc cho khch hng y v d
hiu
DC4
VI S HI LNG V CHT LNG DCH V
1. Qu khch hng hon ton hi lng vi cht lng dch v ngn hng
bn l ca Eximbank
HL

(Ngun: M ha d liu SPSS trong Ph lc 1)
60
M t mu nghin cu:
S phiu pht ra: 170 phiu
S phiu thu vo: 156 phiu;
S phiu hp l: 133 phiu
i tng kho st: khch hng c nhn
Thi gian kho st: t thng 01/2010 n 30/04/2010
Bng 2.12: Phn loi mu thng k
VT: phiu
Thng tin Phn loi S lng T l %
Nam 58 43,6%
Gii tnh
N 75 56,4%
18-22 tui 16 12%
23-35 tui 45 33,8%
36-55 tui 54 40,6%
tui
trn 55 tui 18 13,6%
Ni tr/hin
khng i lm
25 18,8%
T kinh doanh 53 39,8%
Ngh nghip
ang i lm 55 41,4%

(Ngun: S liu tng hp phiu cu hi)
Kt qu phn tch thng k m t:
Tin hnh phn tch m t xc nh tn sut xut hin ca cc nhn t
trong thnh phn cht lng dch v, so snh vi mc trung bnh ca tng thnh
phn, nhm khi qut mc hi lng ca khch hng i vi cht lng dch v.
Da vo phn tch thng k m t (xem chi tit trong Ph lc 2), ta thy
khch hng ca Eximbank nhn chung hi lng v cht lng dch v ngn hng
bn l ca Eximbank.

61
Bng 2.13: Kt qu phn tch thng k m t
Yu t Tin Cy p ng
Phng tin
hu hnh
Nng
lc
ng
cm
Trung bnh 3,7969 3,7443 3,5676 3,8139 3,7350

(Ngun: Kt qu phn tch SPSS trong Ph lc 2)
Khch hng nh gi cao yu t nng lc phc v v tin cy nh thi
phc v chuyn nghip ca nhn vin v cm gic an ton khi giao dch. Cc yu t
p ng, ng cm v phng tin hu hnh th a s khch hng chn mc
tr li ng , tuy nhin vn c khch hng cho im 1 v 2 khng ng , cho
thy Eximbank cn ci thin cc yu t ny.
Kt qu kim nh thang o Cronbachalpha:
Kim nh thang o Cronbachalpha l mt php kim nh thng k dng
kim tra s cht ch v tng quan gia cc bin quan st. Phng php ny cho
php loi b nhng bin khng ph hp, theo ch nhng bin c h s tng
quan tng ph hp (Corrected Item-Total Correlation) ln hn 0,3 v c h s
Cronbachalpha t 0,6 tr ln c xem l chp nhn c v thch hp a vo
phn tch nhng bc tip theo.
Bng 2.14: Kt qu kim nh thang o Cronbachalpha

Thnh phn
S bin
quan st
H s
Cronbachalpha
H s tng quan
tng nh nht
Tin cy 4 0,791 0,530
p ng 4 0,781 0,419
Phng tin hu hnh 6 0,849 0,579
Nng lc 4 0,835 0,491
ng cm 4 0,820 0,563

(Ngun: Kt qu phn tch SPSS trong Ph lc 3)
62
Cn c vo kt qu trn, ta thy cc thnh phn trong thang o u cho kt
qu h s Cronbachalpha > 0,6 v h s tng quan tng nh nht > 0,3 nn chp
nhn tin cy ca thang o.
Kt qu phn tch nhn t khm ph EFA:
Phn tch nhn t bng cc thnh phn chnh cho php rt gn nhiu bin s
t nhiu c mt lin tng quan ln nhau thnh nhng i lng c th hin di
dng mi tng quan theo ng thng vi cc tiu chun ph hp l: H s KMO
> 0,5 ; Sig.(Bartletts Test) > 0,05 tng ng vi vic chn Eigenvalues > 1 v
tng phng sai trch > 0,5 (50%) v b cc h s ti nhn t Factor loading c gi
tr nh hn 0,5. Nhng nhn t tha nhng iu kin trn th mi tham gia vo phn
chy hi quy trong phn tch tip theo.
Cn c vo phn tch SPSS - nhn t khm ph EFA trong ph lc 4, ta c
kt qu nh sau:
Phn tch nhn t khm ph EFA vi 22 bin quan st thuc 5 thnh phn
ca thang o cht lng dch v, rt ngn cn li thnh 4 nhm gm 22 bin, ti h
s KMO l 0,887; h s Eigenvalues l 1,068; tng phng sai trch gii thch c
65,149%, kim nh Bartlett's Test Sig. 0,00 c ngha thng k v ta t:
TC (gi tr trung bnh) gm cc bin: NL3, NL4, TC4, TC3, NL2, TC1, TC2.
DU (gi tr trung bnh) gm cc bin: DU2, DU3, DU1, DC4, DC3.
PT (gi tr trung bnh) gm cc bin: PT2, PT3, PT1, PT6.
DC (gi tr trung bnh) gm cc bin: DC2, DU4, DC1, PT4, PT5, NL1.
Kt qu phn tch hi quy:
Phn tch hi quy tuyn tnh bi c s sng nh gi tm quan trng
ca tng thnh phn trong thang o cht lng dch v da vo s cm nhn ca
khch hng v dch v. M hnh nghin cu ngh c mt bin ph thuc o
lng s hi lng ca khch hng v bn thnh phn trong cht lng dch v.



63
Bng 2.15: Tm tt cc h s v mc ph hp m hnh


ANOVA
b

Model Sum of Squares df Mean Square F Sig.
Regression 54.247 4 13.562 54.156 .000
a

Residual 32.054 128 .250

1
Total 86.301 132

a. Predictors: (Constant), DU, PT, DC, TC

b. Dependent Variable: HL


(Ngun: Kt qu phn tch SPSS trong Ph lc 5)
Tr s R
2
iu chnh l 0,617 cho thy mc ph hp ca m hnh t
61,7%. Tr s thng k F c xc nh bng 54,156; vi mc ngha Sig.0,00 cho
thy m hnh hi quy tuyn tnh bi ph hp vi tp d liu nghin cu. H s
Durbin-Watson bng 1,882; gn bng 2, chng t phn d khng c tng quan
chui bc nht. Vi kt qu nh trn, gi thuyt H0 ca php phn tch c bc b,
c ngha l cc gi thuyt pht biu c chp nhn.








Model Summary
b

Model R R Square
Adjusted R
Square
Std. Error of the
Estimate Durbin-Watson
1 .793
a
.629 .617 .50042 1.882
a. Predictors: (Constant), DU, PT, DC, TC

b. Dependent Variable: HL

64
Bng 2.16: Kt qu phn tch hi quy tuyn tnh bi

H s cha chun ha H s chun ha
M hnh
B Sai s chun Beta
t Sig.
(Hng s) -.427 .309 -1.381 .170
PT -.162 .103 -.122 -1.565 .120
TC .591 .114 .438 5.167 .000
DC .402 .106 .318 3.805 .000
1
DU .287 .109 .228 2.625 .010
a. Bin c lp: HL

(Ngun: Kt qu phn tch SPSS trong Ph lc 5)
Kt qu phn tch hi quy tuyn tnh bi cho thy 3 thnh phn trong thang
o cht lng dch v l Tin cy, ng cm, p ng, c ngha thng k v c tc
ng cng chiu n s hi lng ca khch hng vi mc ngha Sig.0,00 nn cc
gi thuyt H1, H2, H5 ra trong m hnh chng I c chp nhn. i vi
thnh phn phng tin hu hnh v hng s Bta (h s cha chun ha), c mc
ngha ln hn gi tr 0,05 nn khng c ngha trong m hnh hi quy ny, cha
c s chp nhn cc gi thit H3, H4.
Da trn h s cha chun ha ca kt qu phn tch hi quy bi, mc
nh hng ca cc thnh phn trong thang o cht lng dch v n s hi lng
ca khch hng c th hin trong biu thc sau:
HL = 0,591 TC + 0,402 DC + 0,287 DU +
Trong , thnh phn tin cy c nh hng nhiu nht n s hi lng ca khch
hng, tip theo l mc ng cm v cui cng l s p ng. iu ny c ngha
l cm xc khi giao dch v cc yu t cm xc v mt x hi trong s cm nhn
ca khch hng c tc ng nhiu n s hi lng, do ngn hng cn ch v
quan tm hn na cc yu t thuc cc thnh phn trn. Bn cnh , khch hng
cng nh gi cao nng lc phc v v phng tin vt cht hu hnh ca ngn
65
hng, th hin im mnh ca ngn hng, to iu kin nng cao tnh cnh tranh,
tng s trung thnh ca khch hng i vi cc dch v ngn hng.
Tuy nhin y l nghin cu thc hin ti mt thi im nht nh nn kt
qu phn tch hi quy bi mi quan h gia cc thnh phn trong cht lng dch v
NHBL n s hi lng ca KH ch c ngha ti thi im thc hin kho st.
2.6 Nhn xt cht lng dch v ngn hng bn l ti Eximbank
Da vo phn tch thc trng cc nhn t tc ng n cht lng dch v
NHBL ti Eximbank hin nay v kt qu nh gi cht lng dch v NHBL thng
qua kin khch hng, ta s thy nhng mt t c, nhng hn ch v nhng
nguyn nhn ca hn ch v cht lng dch v NHBL ca Eximbank.
2.6.1 Nhng kt qu t c v cht lng dch v ngn hng bn l
Eximbank l ngn hng c nhiu t chc quc t uy tn v gii truyn
thng nh gi cao v cht lng dch v, c bit l cht lng dch v NHBL.
Nm 2010, Eximbank t c gii thng Thng hiu Vit c yu thch
nht do bo Si Gn Gii Phng bnh chn v gii thng Thng hiu c
ngi tiu dng bnh chn ca bo Si Gn Tip Th.
Hot ng kinh doanh bn l ca Eximbank an ton v hiu qu, gp phn
nng cao quy m vn, nng lc ti chnh ca Eximbank. Vn iu l t 10.560 t
ng, tng 20% so vi nm 2009 v hon thnh 100% k hoch; tng ti sn t
131.111 t ng, tng 100,3% so vi nm 2009 v hon thnh 149% k hoch.
Eximbank p dng chnh sch tng trng tn dng bn vng, nng cao cht
lng dch v thng qua cc bin php c cu li danh mc cho vay bn l, kim
sot cht ch cht lng tn dng, ng thi thit lp cc h s an ton hot ng v
h s cnh bo thanh khon, m bo hot ng kinh doanh ca Eximbank an ton
theo quy nh ca Ngn hng Nh Nc.
Bn cnh vic tip tc pht huy th mnh l ngn hng ti tr thng mi
dnh cho cc doanh nghip xut nhp khu, thc hin cc hot ng thanh ton
quc t, Eximbank y mnh pht trin hot ng ngn hng bn l dnh cho
khch hng c nhn nh cung cp a dng cc sn phm dch v bn l vi mc ph
66
hp l v mc li sut linh hot vi sn phm tin gi bc thang p dng li sut
thng bc thang theo doanh s khng k hn tng dn, tin gi tit kim km qu
tng li sut hay qu tng c gi tr nh t, xe my, sm phm cho vay h tr an
c lc nghip, cc sn phm th ng thng hiu kt hp vi cc cng ty kinh
doanh uy tn, thun tin trong giao dch hng ho ng thi ch trng pht trin
cc sn phm dch v ngn hng hin i nhm gim thi gian giao dch ca khch
hng thng qua cc tin ch thanh ton nh dch v ngn hng qua in thoi
(Mobile Banking), dch v np tin cho thu bao di ng (VN-Topup), thanh ton
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ng v thng qua website ca Eximbank...
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ngn hng bn l nh thnh lp cc phng khch hng c nhn v phng khch
hng doanh nghip ti chi nhnh, y mnh hot ng kinh doanh ti cc phng
giao dch thng qua vic h tr chi nhnh qun tr phng giao dch, xem PGD nh
mt chi nhnh. Qua , Hi s trc tip giao ch tiu huy ng vn, tn dng cho
PGD, iu ny khi thng tim nng kinh doanh ca hn 145 PGD, to ra mt
tc ng cng hng vi tim nng ca S giao dch v 39 chi nhnh hin ti. Nh
vy, d n cho vay c nhn n cui nm 2010 t 22.163 t ng, tng 86,4% so
vi nm 2009.
Chnh sch chm sc khch hng sau bn hng ca Eximbank thng qua
vic xp loi khch hng to iu kin gi chn khch hng c v thu ht khch
hng mi vi nhiu chnh sch u i khc nhau rt hp dn, c bit l chnh sch
chm sc cc khch hng c doanh s giao dch ln to nn s gn b lu di ca
khch hng vi ngn hng. Vi cc chnh sch u i v li sut tin gi, li sut
cho vay, s dng cc loi th tn dng tn chp, thng xuyn thm hi v thng
bo cc chng trnh mi cho khch hng, Eximbank cng ang thit k cc sn
phm dnh cho khch hng VIP, khch hng cao cp nhm phc v trn gi cc sn
phm dch v bn l c trng nhiu u i.
67
C s vt cht, vn phng lm vic ca ngn hng kh khang trang, ni
ngoi tht c by tr gn gng v chuyn nghip; trang thit b phc v khch
hng, hin i v tha mi, ch xe thun tin, c khch hng nh gi cao, to
iu kin thun li cho vic tip xc v gp g khch hng.
Nng lc phc v khch hng ca nhn vin bn l nhn chung c n
tng kh tt i vi khch hng. Vi i ng cn b nhn vin u tui bn
lnh c nghip v chuyn mn cao v tm huyt vi ngh, lun th hin s chuyn
nghip trong vic cung ng cc sn phm bn l, sn lng lm tha mn nhu cu
ca khch hng mi lc, mi ni.
Hot ng dch v ngn hng bn l cn c thc y nh vo cc chnh
sch chm sc khch hng thng qua trung tm chm sc khch hng Call center,
hp th khch hng ti Website ca Eximbank cng nhng ci tin lin tc v cht
lng dch v, tc phong v quy trnh phc v khch hng.
2.6.2 Nhng hn ch v cht lng dch v ngn hng bn l
Th nht, Eximbank tham gia vo th trng dch v bn l tuy khng
mun nhng s ng h t khch hng vn cn hn ch so vi cc ngn hng khc.
Tng dch v ngn hng bn l cha to dng c thng hiu ring, quy m ca
tng dch v cn nh, cht lng dch v cn thp, sc cnh tranh yu, c bit,
tnh tin ch ca mt s dch v cha cao, nn t l khch hng c nhn tip cn v
s dng dch v ca ngn hng cn t.
Th hai, mng li bn l ca Eximbank cn mng, cha bao ph c
khp cc tnh thnh trn c nc, ch yu tp trung ti cc trung tm thnh ph, th
x, iu ny lm hn ch vic pht trin hot ng bn l do c trng quan trng
ca NHBL l c mng li phn phi rng khp tip cn v cung cp dch v
cho s lng ng o khch hng.
Th ba, danh mc sn phm bn l cha c y v phong ph, ch
yu vn l cc sn phm huy ng vn v cho vay truyn thng vi nhng mn vay,
gi nh, chi ph cao, khch hng vay tri rng, d xy ra ri ro...Th trng th
Eximbank rt tim nng, tuy nhin sn phm th vn cn hn ch v mt tin ch v
68
phm vi s dng; nhn vin bn sn phm th cn t, quy m h thng qun l th
cn hn ch. Cc cng c thanh ton khng dng tin mt nh sc c nhn gn nh
khng c s dng do khch hng t chung sn phm sc c nhn do mt s ri
ro thng gp khi s dng sc c nhn nh b gi mo ch k hay b ngi thn li
dng m thay vo l s dng cc sn phm th vi nhiu tin ch v an ton
hn. Cc dch v ngn hng nh bo qun ti sn, t vn ti chnh, t vn u t,
phc v cho tng lp khch hng c thu nhp cao, cha c trin khai rng.
Th t, chnh sch Marketing cha c ch trng pht trin ng mc.
Cc sn phm dch v NHBL mi khi trin khai cha c s qung co rng ri trn
cc phng tin thng tin i chng thu ht khch hng, ch yu tp trung qung
co ti ngn hng.
2.6.3 Nguyn nhn ca hn ch
Mt l, Eximbank cha c mt chin lc pht trin kinh doanh bn l
c hoch nh bi bn, cha c mt phn on khch hng bn l r rng lm
nn tng c bn cho vic thit k sn phm, thit lp quy nh v vic phc v
khch hng, cch thc bn hng
Hai l, m hnh kinh doanh NHBL cha c trin khai ng b ti cc
im mng li, cc phng giao dch ch c xem l b phn huy ng vn m
cha thc s xem l mt im kinh doanh dch v bn l ca ngn hng v cha c
b phn bn l chuyn trch v cn hn ch s lng nhn vin kinh doanh. Phng
thc giao dch v cung cp cc dch v ch yu vn l giao dch trc tip ti quy,
cc hnh thc giao dch t xa da trn nn tng cng ngh thng tin cha ph bin...
Ba l, cng tc o to cn b ca Eximbank v qun l quan h khch
hng bn l, v k nng bn hng mi bc u nghin cu trin khai nn cha
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l.
Bn l, cng ngh ngn hng ang trong giai on u t, cha c tnh
ni tri so vi th trng, cha s dng cng ngh li Core banking hin i nhm
69
qun l bo mt ti a d liu ca ngn hng l mt trong nhng cng ngh ngn
hng ph bin nht trn th gii.
Nm l, ngi dn tip cn cc dch v ngn hng cn hn ch v t l
thanh ton bng tin mt vn cao hin nay l do thi quen s dng tin mt ca
ngi Vit Nam, dn s ch yu nng thn trong khi ngn hng tp trung nhiu
thnh ph, dch v bn l pht trin mc thp v cc dch v ngn hng cha
a dng.
Su l, NHNN cha a ra cc tiu chun chung v mt k thut i vi
t chc cung ng dch v thanh ton nhm to ra s kt ni thun li trong giao
dch thanh ton b tr ln nhau gia cc t chc, trong tng a phng hay trn
phm vi c nc.


















70
KT LUN CHNG 2
Cng vi qu trnh hi nhp su rng ca Vit Nam vo nn kinh t th gii,
nhng nm gn y cc hot ng trong lnh vc ti chnh-ngn hng cng tr nn
rt si ng. Cng vi c hi m ra t vic Vit Nam gia nhp WTO (T chc
thng mi th gii), trin vng pht trin ca ngnh Ti chnh-ngn hng tr
thnh ng lc cho cc doanh nghip nng cao nng lc cnh tranh. Cc dch v
ngn hng ang dn lp y nhng khong trng ca th trng, t cc dch v ti
chnh cho n cc dch v thanh ton trong nc v quc t. Eximbank l mt in
hnh cho nhng n lc ca cc ngn hng trong nc. Hng ti mc tiu tr thnh
ngn hng bn l hin i, a nng hng u Vit Nam, Eximbank khng nhng ch
trng n vic a dng ha, nng cao cht lng sn phm, dch v m cn quan
tm ti cc tin ch phc v nhu cu giao dch ca khch hng. Da trn cc l
thuyt v cht lng dch v nu chng 1, chng ny tc gi gii thiu kt qu
hot ng kinh doanh dch v NHBL ti Eximbank thi gian qua v phn tch thc
trng cht lng dch v ngn hng bn l ti Eximbank, ng thi trnh by kt
qu kho st cht lng dch v theo nh gi ca khch hng. T kt qu kho st
thc t kt hp vi thc trng cc ngun lc hin c ti Eximbank, cng vi nhng
mt t c, nhng hn ch v nhng nguyn nhn ca hn ch v cht lng dch
v NHBL ca Eximbank, tc gi xut cc gii php nng cao cht lng dch v
NHBL ti Eximbank trong chng 3.








71
CHNG 3: GII PHP NNG CAO CHT LNG DCH V NGN
HNG BN L TI NGN HNG TMCP XUT NHP KHU VIT NAM
3.1 nh hng pht trin ca Ngn hng Eximbank trong thi gian ti
3.1.1 nh hng pht trin chung ca Ngn hng Eximbank
Bc vo nm 2011, Eximbank tip tc pht trin mnh trn mi lnh vc
da trn nn tng c xy dng trong nm va qua v theo ui mc tiu Pht
trin nhanh An ton Bn vng.
nh hng chin lc pht trin ca ngn hng l tip tc y mnh hot
ng ti tr thng mi, pht trin a dng cc sn phm dch v ngn hng v y
mnh hot ng u t ti chnh da trn nn tng cng ngh ngn hng hin i.
Pht trin Eximbank tng bc tr thnh tp on ti chnh ngn hng a nng -
hin i (ngn hng phc v doanh nghip - ti tr xut nhp khu, ngn hng bn
l, ngn hng u t, dch v ti chnh v cc hot ng lin minh khc). Trong ,
hot ng ngn hng phc v doanh nghip, ti tr xut nhp khu v ngn hng
bn l l hot ng ct li.
Tranh th thi c, tn dng c hi, s dng hiu qu th mnh v ngun vn
ch s hu y mnh pht trin cc hot ng ngn hng thng mi, ngn hng
u t, hot ng ca cc cng ty con, cng ty lin kt. ng thi, y mnh vic
hp tc vi cc i tc chin lc trong v ngoi nc nhm pht huy sc mnh ca
tng bn em li li ch i vi cc bn.
Tip tc pht huy th mnh trn cc lnh vc ti tr thng mi, ti tr xut
nhp khu, ngoi hi, pht trin a dng cc sn phm dch v ngn hng trn c s
ng dng nn tng cng ngh ngn hng hin i, p dng cc chun mc quc t
i vi vic qun tr ngn hng, c bit l qun tr ri ro. Hon thin cng tc qun
tr iu hnh, nng cao cht lng hot ng ca ton h thng, c ch li b my
t chc. ng thi ci cch cng tc o to nhanh chng nng cao cht lng
nhn s p ng nhu cu pht trin ca h thng.
72
Hon thin c ch, chnh sch to ra ng lc khuyn khch cc chi nhnh,
cc khi chc nng trong vic phn u hon thnh ch tiu k hoch c giao ca
c h thng.
Eximbank pht trin an ton v bn vng da trn hin i ha h thng
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hn v hng ti v tr dn u trong tng lai khng xa.
3.1.2 nh hng pht trin dch v ngn hng bn l ca Ngn hng Eximbank
Trong k hoch di hn, Eximbank vch ra chin lc c th pht trin
hot ng bn l va tng tnh cnh tranh va phn tn c ri ro trong qu trnh
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Vi nh hng pht trin mnh dch v ngn hng bn l, Eximbank tp
trung y mnh pht trin h thng dch v ngn hng a dng, a tin ch trn c
s khng ngng nng cao cht lng v hiu qu dch v ngn hng bn l, ci tin
th tc giao dch, tp trung trin khai cc sn phm dch v ngn hng mang tnh
cng ngh cao nhm p ng tt nht nhu cu ca nn kinh t v ti a ha gi tr
cho ngn hng, khch hng v x hi.
Xy dng nn tng khch hng n nh, vng mnh, nhanh chng chim lnh
m rng th phn khch hng bn l thng qua vic cung cp cc dch v trn gi
cho khch hng. Tng cng hi nhp kinh t quc t cung cp dch v ngn
hng bn l theo cc cam kt hp tc song phng a phng.
Kin ton b my t chc hot ng, cng c v pht trin hp l mng li
knh phn phi sn phm truyn thng v hin i theo hng ngn hng bn l
hin i cung ng y , kp thi, thun tin cc sn phm dch v v tin ch
ca n cho mi i tng khch hng.
Mc tiu ca Eximbank phn u tr thnh ngn hng hng u Vit Nam
trong lnh vc NHBL, p ng y cc thng l v chun mc quc t v hot
ng NHBL, ngang tm vi cc nc trong khu vc v chng loi, cht lng v
73
nng lc cnh tranh, tng bc nng cao uy tn v thng hiu Eximbank trn th
trng quc t.
3.2 Mt s gii php nng cao cht lng dch v NHBL ti Eximbank
3.2.1 Gii php nng cao cht lng c s vt cht
3.2.1.1 u t nng cp c s vt cht, trang thit b ca mng li giao dch
M rng thu cc mt bng chuyn dng vn phng hoc mt bng cc
cao c vn phng
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thu li nh dn, vn khng chuyn dng cho vn phng nn khng m bo cng
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thu ht bn ngoi, thn thin v tin li bn trong cho khch hng, Eximbank nn
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tin ch xe, c ch dng xe hi, c din tch sn rng b tr ton b cc
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lng khch hng bn l di do ang lm vic ti cc cao c vn phng.
Ngoi ra, cn c mt s hnh nh khc nh mt bn nc vi mt l hoa v
mt vi tp ch gii thiu v hot ng ca NH, mt vi dch v nh trong khi ch
i cng l mt cch thu ht khch hng hiu qu. Vic thit k bao gm b tr
trong ngn hng, thit b, c, khng gian, mu sc,... tt c nhng yu t c
th to nn khng kh thn thin v gip vic loi b hng ro ngn cch gia
khch hng v nhn vin NH. Mt s yu t khc nh gi m ca, kh nng cung
ng dch v, v tr thun tin... cng l yu t b tr thm lm tng cht lng DV.
Thit k li v tr t quy giao dch, phng ban lm vic v b sung quy
hng dn khch hng.
Cht lng dch v ph thuc vo mi trng, cnh quang xung quanh bao
gm: thit k v b tr quy dch v phc v khch hng sao cho thun tin nht.
iu ny nh hng khng nh n vic thu ht khch hng ca ngn hng.
74
Eximbank cn sp xp li cc quy giao dch bn l, thay i khng gian bn
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hng. To iu kin thun li cho vic giao dch ca khch hng, gia tng s tho
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hng, t vn thng tin, cung cp tt c cc sn phm dch v ph hp m ngn hng
hin c, trao i nm bt ton b nhu cu s dng dch v bn l ca khch hng.
Khng gian lm vic c th chia ra lm 2 khu vc c bn:
- Khu vc giao dch i hi tc nhanh nh nhng giao dch rt tin mt,
gi tin vo ti khon c thit k ring, gip khch hng c th thc hin
nhanh chng nhu cu giao dch v gim thiu thi gian ch i.
- Khu vc chuyn gii thiu, v t vn cc sn phm nh th tn dng, ti
khon thanh ton v h s vay vn c thit k vi khng gian kn o, sang trng
lm chm bc chn khch hng v khuyn khch khch hng dng li xem qua
cc sn phm dch v gii thiu ti . Ngoi ra, cn c khu vc dnh ring cho
khch hng VIP thc hin giao dch quan trng v i ng nhn vin chuyn nghip
sn sng phc v cc yu cu c th ca khch hng VIP.
Bn cnh , Eximbank cn b tr 1 quy nhn vin hng dn khch hng
ti ca ra vo. Nhn vin ny c nhim v: cho n khch hng mt cch thn
thin; phng vn nhu cu, gii thch s b v cung cp t ri, ng thi phn lung
khch hng vo snh ch; hng dn vo bn in biu mu giao dch hay gp giao
dch vin/qun l khch hng; kim sot lung khch hng, khng khch hng
ch lu, chm sc khch hng nh mi nc, tr chuyn trong trng hp khch
hng phi ch lu; cho cm n khch hng khi khch hng ra v. Vic trin khai
quy v nhn vin hng dn khch hng gp phn ln cho vic gia tng cht lng
dch v.
3.2.1.2 Pht trin mng li knh phn phi truyn thng v hin i
Pht trin mng li knh phn phi truyn thng
Mng li hot ng l cu ni a khch hng n vi ngn hng. Vi h
thng mng li rng v c s h tng n nh s gip ngn hng nhanh chng
75
chim lnh cho mnh mt th phn nht nh. Do vy, Eximbank cn ch trng n
cng tc xy dng h thng mng li hot ng hp l.
Xy dng knh phn phi bn l truyn thng bao gm s giao dch, cc chi
nhnh, phng giao dch, trung tm ti chnh c nhn hin i, thn thin vi khch
hng, ni mi khch hng cng mt lc c th tha mn cc nhu cu a dng v ti
chnh.
Hin nay, s lng im giao dch ca Eximbank cha bao ph c tt c
cc tnh thnh trn c nc, to nn bt li trong vic tip cn khch hng, v vy
Eximbank cn tch cc pht trin mng li cc chi nhnh bn l cp I v cp II,
cc phng giao dch, cc trung tm dch v bn l ti cc i bn trng im, khu
vc ng dn c cc th, thnh ph ln v c khu vc nng thn trn ton
quc, ng thi nhanh chng thnh lp knh phn phi ra nc ngoi qua cc hnh
thc nh vn phng i din, chi nhnh, n v trc thuc ca Eximbank ti nc
ngoi tng mnh vic cung ng cc sn phm dch v NHBL.
Pht trin mng li knh phn phi hin i
Bn cnh vic duy tr v m rng cc knh phn phi truyn thng nh chi
nhnh, phng giao dch bn l, Eximbank cn pht trin cc knh phn phi hin
i, ng thi tng cng qun l phn phi nhm ti a ha vai tr ca tng knh
phn phi mt cch hiu qu, p ng giao dch mi lc, mi ni, c th:
- M rng hiu qu hot ng v kh nng t phc v ca my ATM, tng
cng tnh lin kt ca cc h thng thanh ton th Bank net, Smart link nhm
cung cp nhiu loi dch v khc nhau vi chi ph r hn, ng thi nng cp h
thng ATM thnh nhng ngn hng thu nh tri u khp cc tnh, thnh ph.
- Pht trin mng li cc im chp nhn th POS. Eximbank cn phi i
trc cc ngn hng khc trong vic trin khai dch v ny nm bt th phn.
Vic pht trin my POS l xu hng mi trong tng lai, v vy, Eximbank cn
nhanh chng hp tc vi cc cng ty kinh doanh nh siu th, trung tm in my,
trung tm mua sm, cng ty vn ti taxi, cng ty du lch l hnh
76
- Tip tc trin khai cc dch v ngn hng in t Phone banking, Mobile
banking, Home banking v Internet banking. Vic s dng cc knh phn phi ny
s gip khch hng tit kim chi ph, thi gian cho khch hng v ngn hng. Thng
qua knh phn phi ny, khch hng c th s dng in thoi bn, in thoi di
ng, my tnh c nhn, mng Internet tip cn cc dch v ngn hng nh thc
hin thanh ton ha n tin in, in thoi, truy vn thng tin, ti khon, chuyn
tin
- Lin kt vi cc cng ty dch v thanh ton trc tuyn trin khai sn phm
v in t ti Eximbank. V in t s gn kt cc ti khon tin gi ca khch hng
ti ngn hng khch hng c th np tin t ti khon ngn hng vo v in t,
rt tin t v in t ra ti khon ngn hng, hoc chuyn tin cho nhau mt cch d
dng ngay trn in thoi di ng hay trn my tnh c kt ni Internet. Trn c s
v in t, Eximbank s y mnh hot ng thng mi in t khch hng c
th thanh ton cho cc giao dch mua bn hng ha dch v trn mng Internet.
Ngoi knh phn phi trc tip truyn thng v knh phn phi in t,
Eximbank cn tng cng cc knh phn phi gin tip nh thc hin chin lc
Khch hng ca khch hng (v d nh cho vay cc khch hng c nhn mua nh,
t t cc d n m Eximbank c cho vay u t).
Nghin cu p dng gi giao dch linh hot, phc v c ngoi gi, ngy ngh,
ngy l gip to thun tin cho giao dch ca khch hng l nhn vin vn phng.
Ngoi ra, Eximbank cn nhanh chng thit lp h thng cng ty con hay cng ty c
phn a dng ha v bn cho sn phm tin ti xy dng h thng NHBL
chuyn nghip, hin i.
3.2.1.3 u t pht trin cng ngh
Cha kha ca chin lc NHBL l pht trin cng ngh thng tin. Cng
ngh chnh l nn tng pht trin kinh doanh v m rng cc loi hnh dch v mi
theo hng tng cng ng dng khoa hc k thut v cng ngh tin tin, pht
trin h thng giao dch trc tuyn v tng bc trin khai m hnh giao dch mt
ca, hin i ha tt c cc nghip v ngn hng, m bo ha nhp vi cc ngn
77
hng quc t trong mi lnh vc. V th, trong xu th hi nhp, cnh tranh trn th
trng NHBL ngy cng gay gt, Eximbank cn phi tng cng u t ng dng
cng ngh hin i nhm pht trin h thng cng ngh bn l ca ngn hng, c
th nh sau:
- Tng cng lin doanh lin kt v hp tc gia cc ngn hng vi nhau,
gia ngn hng vi cc t chc kinh t khc trong v ngoi nc nhm tranh th s
h tr ti chnh v k thut hin i ha cng ngh ngn hng, ci tin, i mi
cng ngh bo mt v an ton d liu, pht trin cc sn phm dch v NHBL i
cng bo mt thng tin v ph hp vi thng l, chun mc quc t.
- Hin i ha ng b h tng k thut cng ngh trn phm vi ton h
thng. Hon thin chng trnh KoreBank, nng cp m rng ng truyn vi
bng thng rng, dung lng ln, tc cao, m bo h thng my ch mnh
x l giao dch nhanh chng, chnh xc nhm to iu kin ng dng cc sn
phm ngn hng in t tin tin, cc giao dch t xa qua Internet, in thoi, cc
dch v thanh ton khng dng tin mt qua my ATM, my POSt hn ch
ti a s nghn mng, ci thin thi gian giao dch, pht trin a dng cc loi dch
v, nhm m bo cht lng, an ton v hiu qu; tng bc cng khai ha v
minh bch ha cc thng tin v hot ng ngn hng, bo m cho khch hng, cc
nh qun l lnh o c thng tin chnh xc v hot ng ca ngn hng.
- Pht trin h thng my POS, ATM vi phn b hp l v tng cng tin
ch cho khch hng s dng th, ng dng ch k in t v cc nghip v s dng
ch k in t, hon thin h thng d liu p ng yu cu qun l, qun tr ri ro,
chm im khch hng.
- Tng cng v pht trin ngun nhn lc cng ngh thng tin ngn hng
cho ton b cn b nhn vin Eximbank, t cp lnh o cao nht n nhn vin tc
nghip. Phi thng xuyn v lin tc o to theo s pht trin nhanh ca cng
ngh thng tin, m bo nhn s tt c cc chi nhnh t trnh v nghip v
k thut, sc tip cn c vi cng ngh mi, p ng c cc nhu cu v m
rng mng li bn l, nhu cu v pht trin dch v NHBL.
78
ng dng cng ngh thng tin hin i gip cho Eximbank nng cao cht
lng dch v NHBL, m bo an ton trong hot ng, nng cao nng lc qun l,
gim gi thnh sn phm dch v v nng cao kh nng cnh tranh, khng nh v tr
l nh cung cp dch v bn l hng u ti Vit Nam v t tin khi tham gia qu
trnh hi nhp kinh t khu vc v th gii.
3.2.2 Gii php nng cao cht lng ngun nhn lc
Ngun nhn lc c nh gi l quan trng nht trong hot ng ngn hng
bn l. Mt chnh sch tuyn dng, o to v i ng hp l l c s ngn hng
khai thc ti u ngun nhn lc. V vy, nng cao cht lng ngun nhn lc l mt
nhim v mang tnh chin lc nhm p ng nhu cu pht trin lu di ca ngn
hng v dch v bn l.
3.2.2.1 Hon thin quy trnh tuyn dng
Eximbank cn xy dng cho mnh mt quy trnh tuyn dng chuyn nghip
v hon chnh hn. Trc khi tuyn dng, Eximbank cn xem xt nhu cu tuyn
dng c th i vi tng v tr v hoch nh k ni dung trong tng cng vic.
Hin nay, nhn s tham gia thi tuyn vo Eximbank phi qua hai vng: vng
1 l thi trc nghim ( IQ, anh vn, kin thc chuyn ngnh), vng 2 l phng vn.
Tuy nhin, bi thi trong 2 phn u thiu k nng x l cng vic ca nhn vin l
thi gian v thi , nn cn b sung cc ch tiu v k nng nh s dng my vi
tnh, k nng ng x giao tip, k nng son tho vn bn, k nng x l cng vic
nhanh gn m vn chm sc c khch hng, ng thi thnh lp hi ng phng
vn c chiu su vi s tham gia ca mt chuyn vin v phng vn, a cc tnh
hung nhm xc nh tnh cch, k nng b tr cng vic ph hp.
Cht lng ca mi t tuyn dng ph thuc vo kh nng thu ht nhiu
ng vin tim nng tham gia. V vy, cng tc tuyn truyn, qung co v chng
trnh tuyn dng l rt cn thit. Ngoi ra, i vi nhng v tr quan trng, cn
ngun nhn lc cht lng cao, Eximbank cng nn cn n s t vn ca cc cng
ty tuyn dng chuyn nghip.

79
3.2.2.2 Nng cao cht lng cng tc o to
Xc nh cng tc o to l nhm nng cao tnh chuyn nghip v cp nht
nhng k nng, nghip v mi cho nhn vin. Eximbank thnh lp Trung tm
o to thc hin cc kha o to ngn hn cho nhn vin nhm nng cao cht
lng phc v, phong cch phc v ca nhn vin. Trong cng tc o to,
Eximbank cn ch cc vn sau:
- M cc kha o to cho nhn vin mi nhn vin mi nm r c cu t
chc, chin lc bn l, h thng cc quy trnh nghip v bn l, k nng thit k v
pht trin sn phm dch v, k nng qun l v trin khai bn tt c cc sn phm
bn l ti n v kinh doanh bn l, k nng giao tip phc v khch hng, k nng
m phn, vn ha doanh nghip, cc quyn li v ngha v c bn.
- Thc hin nh gi kt qu o to khoa hc v nghim tc, nh gi mc
tin b ca nhn vin sau cc kha o to da trn cht lng v hiu qu cng
vic, t c chnh sch o to ph hp hn.
- Duy tr chng trnh nh gi nhn vin hng nm pht hin nhn ti,
pht trin nhn ti thnh lnh o k tha cng nh c chnh sch tt m bo gi
chn c nhn ti.
- Eximbank cn xy dng quy trnh pht trin ngh nghip cho nhng nhn
ti hin c v tim nng, thc hin vic bi dng v o to nhn vin thng qua
vic gi tham gia cc kha o to di hn trong nc hay nc ngoi.
- Tip tc lin kt vi ngn hng SMBC t chc cc lp tp hun nhm tng
cng cht lng tc nghip dch v ngn hng bn l.
3.2.2.3 Xy dng chnh sch i ng nhn vin hp l
Eximbank cn c chnh sch i ng nhn vin hp l vi mt ch lng
bng ph hp vi tng v tr cng tc trn c s nh gi nng lc ton din nhm
ng vin, khuyn khch nhn s lm vic v to ra s gn b lu di ca nhn vin
vi ngn hng. Thng xuyn m rng cc chng trnh thi ua doanh s sn phm
bn l, b sung cho vic nh gi thi ua v thng cui qu, cui nm, th hin
tnh kp thi ca chnh sch i ng. Mt chuyn gia tng khng nh: Mun
80
tho mn ti a nhu cu khch hng, trc ht bn phi tho mn ti a nhu cu cc
khch hng ni b ca bn. Chnh v th, Eximbank nn tip tc duy tr v pht
trin cc chnh sch lng, thng,... bt ng ngi, ng lc,...nhm to s gn
b lu di gia nhn vin v ngn hng cng nh khuyn khch cc nhn vin lao
ng hng say, t mi c th tho mn nhu cu khch hng mt cch tt nht.
Tip tc duy tr cc chnh sch quan tm n nhn vin nh bo him, ngh
mt, tr cp, tng thng nhn dp l tt
Eximbank nn p dng chnh sch gi nhn s theo cng thc 5I
- Interesting work cng vic th v : lun chuyn cng vic cho nhn vin
nhm trnh cng vic b lp i lp li nhiu ln ht ngy ny qua ngy khc tr nn
nhm chn v h s ra i tm cng vic mi.
- Information thng tin: nhn vin cn bit r thng tin v cng vic, hiu
qu cng vic ca mnh, nh gi ca cp trn v h, nhng li khen tng v khin
trch kp thi.
- Involvement li cun: khuyn khch nhn vin ng tm hip lc cng
ngn hng gii quyt cc vn lin quan.
- Independence c lp: to iu kin nhn vin c lm vic c lp, hn
ch tm l b k k gim st.
- Increased visibility tng cng tnh minh bch: hy nhn vin th hin,
hc hi chia s ln nhau nhng kinh nghim trong x l cng vic, khng tnh
trng nhn vin che y tng, sng kin, to iu kin cho mi ngi lm vic
v t, tha mi vi nhau, gim s k, ghen ght, to mi trng lm vic t su
bnh.
3.2.2.4 Ch trng phong cch chuyn nghip ca nhn vin dch v NHBL
Khch hng lun mong mun nhn vin giao dch cung cp dch v cho h l
nhng ngi c ngoi hnh, trang phc p, nhanh nhn duyn dng v lch thip,
ng thi bit quan tm n nhu cu ca khch hng. Do vy, Eximbank cn chun
ha quy nh v ng phc, trang im nhm to hnh nh bn ngoi ca mt nhn
vin ngn hng p, thn thin v chuyn nghip.
81
Eximbank cn i mi tc phong giao dch bn l, ch trng cao s nng
ng, nim n, th hin s vn minh lch s ca nhn vin i vi khch hng nhm
to n tng tt p v cht lng dch v ca ngn hng. c bit, cn chuyn i
phong cch lm vic t tip nhn v thc hin cc yu cu ca khch hng mt cch
th ng sang phong cch ch ng giao dch nhm p ng mt cch ti a nhu
cu dch v ti chnh ca khch hng, ch trng vo cht lng dch v v sn sng
mang li s hi lng cao nht n khch hng.
Bn cnh , nhanh chng xy dng mi trng lm vic chuyn nghip v
hng n hnh thnh nt vn ha c trng ca Eximbank to n tng tt p
i vi khch hng. Khng ngng nng cao tnh k cng, k lut ca cn b, nhn
vin, tng cng tinh thn hp tc, h tr nhau trong cng vic gia cc phng ban
c th phc v khch hng mt cch tt nht.
3.2.3 Gii php nng cao cht lng t chc qun l h thng dch v NHBL
3.2.3.1 Tng cng nng lc qun tr iu hnh
Ci cch phng thc qun tr iu hnh trong ton h thng ngn hng, tip
tc thc hin ti cu trc m hnh t chc kinh doanh NHBL, tp trung ch o
qun tr theo hng chin lc thng nht, kim sot tp trung nhng phn cp ra
quyt nh ph hp vi kinh doanh NHBL. Tng cng nng lc iu hnh h
thng ca cc cp qun tr hi s, tng bc ci tin m hnh t chc b my kinh
doanh bn l. Xy dng v chun ha cc th ch, quy ch, quy nh trong qun l,
phng thc qun tr v kinh doanh hot ng bn l ph hp vi cc chun mc
quc t v tc pht trin ca dch v NHBL ti Eximbank, ph hp vi quy m,
tc v tm vc mi ca ngn hng - hng n tp on ngn hng v ti chnh
pht trin vng chc v NHBL.
y mnh hot ng nghin cu pht trin v khai thc thng tin phc v
qun l, iu hnh. Xy dng b my qun l ri ro NHBL theo hng pht trin h
thng thng tin qun l tp trung v qun l c lp vi s gim st ca ban kim
sot.
82
Xy dng v nhanh chng trin khai m hnh t chc kinh doanh NHBL
theo nh hng khch hng, nng cao cht lng dch v ngn hng bn l, gin
tin cc th tc khi giao dch trn c s tn dng tin ch ca cng ngh thng tin
hin i to thun li cho khch hng.
3.2.3.2 Hon thin m hnh t chc qun l kinh doanh ngn hng bn l
Tip tc xc lp v hon thin m hnh t chc qun l kinh doanh NHBL
ng b, thng nht t hi s ti chi nhnh. Tp trung kin ton b my v nng
cao nng lc iu hnh, qun l, pht trin hot ng NHBL ti Khi khch hng c
nhn v ti chi nhnh. Thnh lp thm phng qun tr tng hp bn l nhm thc
hin nhim v xy dng k hoch, ch o, kim tra, gim st cc hot ng NHBL
theo mc tiu k hoch.
Xy dng quy nh v chc nng, nhim v cho tng phng, ban, v tr cng
tc thuc khi bn l ti hi s v b phn bn l ti chi nhnh, phng giao dch.
Xy dng chi nhnh, phng giao dch tr thnh cc t chc bn l chuyn nghip
vi phng dch v khch hng c nhn ring bit, c lp, chuyn trch ton b sn
phm dch v bn l.
Xy dng c ch qun l theo tng sn phm, theo di mc pht trin ca
tng sn phm, thng xuyn cp nht cc thay i v sn phm dch v theo th
trng v xy dng c ch gn trch nhim ca n v qun l, cn b qun l vi
tng s pht trin ca tng sn phm bn l c giao ph trch.
3.2.3.3 Tng cng cng tc chm sc khch hng
Trong chin lc hot ng NHBL, Eximbank tp trung vo cht lng dch
v v cht lng dch v c th gip Eximbank xy dng c mt hnh nh mi,
to s khc bit ln v nng cao li th cnh tranh trn thng trng.
Khi nghin cu v cht lng dch v khch hng, cc nh phn tch thng
xem xt da trn tam gic dch v v t a ra kt lun rng mt dch v tt phi
hi t cc yu t chnh nh:
- Chin lc pht trin dch v r rng v hu ch, ph hp vi nhu cu ca
khch hng.
83
- H thng cung ng dch v hu hiu, hin i v thun tin, tip cn khch
hng mt cch d dng v hiu qu.
- i ng cn b nhn vin lun hng n khch hng, vi phng chm
phc v khch hng mt cch chuyn nghip v nhit tnh.
S hi lng ca khch hng ng vai tr quyt nh i vi s sng cn ca
ngn hng. Trong bi cnh cnh tranh gay gt v quyt lit nh hin nay, vai tr y
cng tr nn quan trng hn bao gi ht. Khch hng hi lng khng ch s tr li
s dng dch v ca ngn hng m cn ni tt v ngn hng vi ngi khc v
chnh h lm tng ng k doanh s, th phn, li nhun kinh doanh v xy dng
hnh nh tt p ca ngn hng trong lng mi khch hng. em li s hi lng cho
khch hng chnh l gi chn khch hng v tng li nhun ca ngn hng. Bi mt
khch hng ng ngha vi mt doanh thu v mt khch hng khng hi lng c th
lm gim uy tn ca ngn hng. V vy khi ngn hng khng lm tha mn mt
khch hng th khng nhng ngn hng nh mt khch hng m cn lm mt i
rt nhiu khch hng tim nng.
Hnh 3.1: Tam gic dch v khch hng














QUN L CHT
LNG DV
DCH V
KHCH HNG
GI CHN
KHCH HNG
THO MN
KHCH HNG
GI TR
KHCH HNG
O LNG
DCH V
CHM SC
KHCH HNG
84
Do , xy dng mt thng hiu mnh, bn vng trong lng khch hng,
Eximbank cn nng cao cht lng phc v khch hng vi i din l i ng cn
b nhn vin ca Eximbank cung cp mt dch v tt v tho mn ti a nhu cu
khch hng. V vy, Eximbank cn tng cng cng tc chm sc khch hng, c
th nh sau:
Xc nh cc tiu chun phc v khch hng
- Thi gian phc v: sn sng 24 gi x 7 ngy.
- Quy trnh giao dch n gin - nhanh chng - chnh xc v cc thit b s
dng phi ng tin cy. V d nh m bo mu giy gi/rt tin d ly, gim thiu
cc thng tin khch hng phi in vo mu, gim thiu s chng t khch hng
phi k,...tt nht l trnh trng hp khch hng phi i li nhiu b phn khi ch
thc hin mt giao dch hay thm ch nhiu giao dch.
- Giao dch vin lch s v chuyn nghip, nhit tnh v chu o, sn sng t
vn gii p thc mc cho khch hng, m bo tt c cc khch hng u c cm
gic hi lng khi s dng cc sn phm dch v do ngn hng cung cp nhm thu
ht thm khch hng mi, gi chn khch hng c.
- Mt s cc tiu chun dch v c th nh:
Tiu chun i vi giao dch vin: Tiu chun SECRET: Smile
(Mm ci), Easy access (D dng tip cn), Courteous (Lch s), Respond ASAP
(p ng nhanh chng), Eager to help (Sn sng gip ), Talk it out (Tho lun).
Tiu chun xc nh thi gian ti a x l n xin vay, i m
PIN mi...
Tiu chun thc hin mi giao dch (chng hn 5 pht i vi vic
m mt ti khon mi, 10 pht i vi giao dch chuyn tin ra nc ngoi...).
Xy dng chnh sch phc v khch hng bn l
- Nghin cu v xy dng c s d liu thng tin ca khch hng nhm hiu
bit v nhu cu ca khch hng v nhng g m h mong mun, o lng s hi
lng ca khch hng, nhn bit c l do khch hng ri b ngn hng c chnh
sch marketing thch hp.
85
- Phn loi khch hng (KH tim nng, KH mc tiu,...) hay mng dch v
trng im c chnh sch ph hp nh:
Thit k phng hay quy cho khch hng VIP, quy chuyn phc v
khch hng m ti khon mi.
C chnh sch tng thm li sut thng (tit kim), gim li sut
(cho vay), tng th VIP cho cc khch hng c doanh s giao dch ln ti Eximbank
hay s dng nhiu sn phm ca Eximbank.
Tng hoa, qu, thip cho khch hng vo cc dp tt, cc ngy l
20/10, 8/3 (i vi cc KH n), 27/07 (i vi cc KH l b i), 27/02 (i vi cc
KH l bc s, y t), ngy sinh ca KH Mt s quan tm nh t pha ngn hng
mt cch bt ng s to c nhiu gn b hn gia ngn hng vi khch hng.
i vi mt s khch hng c nh gi l tim nng, ngn hng
c th c nhn vin trc tip n phc v ti nh ring, hay ti c quan v chnh h
s mang li ngun thu ln cho ngn hng...
M rng tiu ch xp loi nh gi khch hng, tch ly im thng
cho khch hng, to iu kin cho nhiu khch hng c tham gia chng trnh,
nhm hng cc chnh sch hu mi ca ngn hng.
- Ghi nhn v phn hi thng tin khch hng: nhng li than phin, gp
ca khch hng s gip ngn hng c nhng cch nhn khch quan v hot ng ca
mnh, gii quyt nhanh chng v c trch nhim s gip ngn hng gi vng hnh
nh trong khch hng ngy mt tt hn, v vy cn c mt c ch theo di v x l
than phin. Hin ti, Eximbank c hp th gp , in thoi ng dy nng
ghi nhn vic than phin ca khch hng. C th x l than phin theo tiu ch
HEART
Hear: tp trung lng nghe khch hng ni.
Empathise: ng cm vi cm xc ca khch hng.
Applogise: xin li gim bt cng thng cho khch hng.
Resolve: xut hng gii quyt, phi hp vi cc b phn lin
quan gii quyt.
86
Thanks: cm n khch hng v tin tng ngn hng v gip ngn
hng nhn ra nhng khim khuyt trong sn phm dch v.
Thnh lp phng chm sc khch hng
Eximbank cn thnh lp b phn chm sc khch hng ring bit thc
hin cc chnh sch quan tm chm sc khch hng nhm gi chn khch hng gn
b lu di vi ngn hng, vi chc nng nh:
- Thit lp khung thi gian x l cc sn phm, dch v bn l ch yu nh
cho vay, m ti khon mi, th ATM, th tn dng, thi gian ch i giao dch, thi
gian gii quyt khiu ni ca khch hng.
- Tip nhn cc khiu ni v thc mc ca khch hng v sn phm dch v,
theo di tn sut pht sinh cc khiu ni v mt dch v no c bo co kp
thi vi Ban lnh o c bin php thch hp ci tin sn phm.
- Thu thp thng tin phn hi t khch hng, nh gi kp thi cc thng tin
ngc chiu v cc kin ca khch hng, gi th cm n v phn thng cho
khch hng c nhng ng gp gi tr thit thc.
- T chc hi ngh khch hng v cc chng trnh khuyn mi.
- Thc hin tt c cc chng trnh chm sc khch hng nh hng.
3.2.3.4 Pht trin nn khch hng vng chc
Khi nhng nhu cu ca khch hng ngy cng pht trin a dng, mc
cnh tranh trn th trng ngy cng gay gt hn, cc ngn hng u ch nng cao
cht lng phc v, m bo s hp dn ca sn phm gi chn v thu ht khch
hng. Vi mc tiu pht trin nn khch hng bn l vng chc, Eximbank nhn
thc vic lin tc ci thin cht lng phc v khch hng v nng cao gi tr cung
cp sn phm dch v bn l n cho khch hng l vn hng u, cn c ch
trng trin khai tht hiu qu.
Trong xu hng cnh tranh ngy cng cao, chi ph thu ht mt khch
hng mi gp nhiu ln chi ph gi chn mt khch hng c, v vy, vic tng
cng hp tc vi khch hng l mt chin lc quan trng. Mi quan h gia
khch hng vi ngn hng tri qua cc giai on nh sau: thu ht - thit lp to
87
dng pht trin duy tr cng c v trung thnh. Khi khch hng gn b vi
ngn hng cng lu, h s cng tin tng v tn nhim vo dch v do Eximbank
cung cp, v mt phn ng dy chuyn v s trung thnh s xy ra l s gii thiu
khch hng mi cho dch v bn l ca Eximbank, tng bc pht trin v gia tng
nn khch hng trung thnh.
Bn cnh , cn thc hin phn khc th trng nhm xc nh c cu th
trng, phn on khch hng theo tiu ch ph hp, la chn khch hng mc tiu
c tnh n yu t vng min, tui, ngh nghip trnh , gii tnh, t xy
dng cc chnh sch cung ng phn phi sn phm bn l ph hp vi tng i
tng khch hng.
3.2.3.5 y mnh nghin cu v pht trin sn phm dch v ngn hng bn l
Cng c v nng cao cht lng sn phm dch v bn l hin hu
Trn c s r sot v nh gi v th ca sn phm, c bin php nng cao
hn na cht lng cc sn phm c kh nng pht trin thng qua vic ci tin quy
ch, quy trnh, th tc, thi phc vv xut loi b cc sn phm khng c
tim nng pht trin.
Nghin cu pht trin sn phm dch v bn l mi
- Tng cng chc nng v vai tr ca phng nghin cu th trng v pht
trin sn phm dch v bn l nhm nghin cu nhu cu v th hiu ca khch hng,
trn nn tng ca nhng sn phm dch v bn l hin c v nhng li th ca
Eximbank, c th pht trin nhng loi sn phm mi khc nhau theo phn khc th
trng, theo la tui, ngh nghip
- Xy dng mt danh mc sn phm DVBL a dng, a tin ch v c nhng
c im hp dn hn so vi cc sn phm trn th trng nhm to ra s khc bit
trong cnh tranh.
- La chn mt s sn phm chin lc, mi nhn c kh nng mang li hiu
qu ti chnh cao, an ton tp trung pht trin nh dch v tin gi, dch v th,
e-banking, tn dng tiu dng, tn dng nh , tn dng c nhn, h gia nh sn xut
kinh doanh.
88
- Thit k sn phm, dch v bn l trn nguyn tc c quy trnh, th tc n
gin, thn thin, d tip cn v p ng linh hot c cc nhu cu ca khch hng.
- Xy dng cc gi sn phm cung cp cho tng phn on khch hng
mc tiu, nghin cu bn cho, bn km sn phm NHBL vi cc sn phm dnh
cho doanh nghip.
- Xy dng quy trnh pht trin sn phm theo cc bc c bn sau:
Bc 1: Xc nh ngun thng tin
Bc 2: Xy dng chin lc
Bc 3: Pht trin sn phm v a sn phm ra th trng
Bc 4: o lng v gim st kt qu thc hin
Bc 5: Ci tin sn phm
Khi pht trin c mt sn phm theo ng nh hng ca khch hng,
Eximbank phi la chn ng thi im cng nh th trng tung sn phm ra
cho thch hp, t gip Eximbank c th th nghim v kim nh sn phm mi
c s ci tin v pht trin sn phm mang li hiu qu cao nht cho ngn
hng.
Gii php pht trin sn phm dch v bn l mi
- Sn phm tin gi v u t c nhn: Ngoi vic c chnh sch li sut huy
ng cnh tranh v nhiu chng trnh khuyn mi hp dn, Eximbank cn to s
khc bit cho cc sn phm tin gi bn l, to ra cc sn phm mi cho cc nhm
khch hng mi nhm to nn s gia tng gi tr cho cc sn phm hin ti.
Pht trin a dng cc loi hnh ti khon tit kim, ti khon u t
hp dn v linh hot. Tip tc thit k v trin khai cc sn phm tin gi c k hn
mang tnh cht u t, tin gi khng k hn mang tnh cht thanh ton cung cp
cho tng nhm khch hng theo cc chin dch huy ng vn.
y mnh thit k b sn phm dnh cho ngi c thu nhp cao, vi
cc sn phm tin gi c th theo hng m, tng cng tnh linh hot, ph hp
vi cc giao dch ti chnh thng xuyn ca khch hng. Khch hng c th c
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cung cp dch v tin gi ti nh, giao dch t xa qua fax, in thoi, internet hoc
thng qua cc knh giao dch t ng.
y mnh dch v qun l v chi tr tin lng ca cn b v nhn
vin ca nhng doanh nghip, nhm thng qua ti khon lng c th cung cp cc
dch v tin ch nh dch v th, tit kim, thanh ton ha nc bit, ch trng
vic chi tr lng hu v lng chnh sch hng thng cho cn b hu tr v nhng
ngi c cng, thit k sn phm tit kim hu tr vi s u i khc bit so vi cc
sn phm huy ng khc v chnh sch chm sc khch hng nh tng qu, tng li
sut thng cho tng mc huy ng khc nhau
M rng lin kt vi cc cng ty cung cp dch v cng cng
cung cp cc dch v thu h. Vi sn phm ny, Eximbank va huy ng c
ngun vn gi r t ti khon thanh ton ca cng ty v thu ph cung cp dch v t
khch hng. Tng cng thit k cc sn phm thu h nh bn v my bay thu h
cho cc hng my bay, bn v cho cng ty vn ti, bn v cho cc cng ty gii tr t
chc chng trnh ca nhc, phim nh, bng
Pht trin dch v Bancassurance, theo Eximbank k tha thun
phn phi sn phm vi cng ty bo him, ng vai tr l ngi i din bn hng
hoc mi gii bo him cho cng ty bo him tham gia cung cp cc sn phm bo
him cho khch hng ca ngn hng. Trn c s l i l chnh thc cho cng ty
bo him, Eximbank c th kt hp cc sn phm bo him vo sn phm huy ng
vn v tn dng hay khch hng s c hng li sut u i khi mua cc hp
ng bo him ti Eximbank.
- Sn phm tn dng bn l:
Xy dng cc quy trnh sn phm thn thin vi khch hng theo
hng gim thiu th tc v rt gn thi gian giao dch ca khch hng, nng cao
vic khai thc, s dng h thng cng ngh thng tin v qun l quan h khch
hng phc v tt hn cc nhu cu hin c v khai thc phc v nhu cu mi ca
khch hng. T chc i ng cn b quan h khch hng cht lng, t vn tha
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mn cc yu cu sn phm dch v, tn dng bn l cho khch hng v am hiu cc
sn phm bn l ni chung t vn v bn cho sn phm cho khch hng.
Pht trin cc sn phm tn dng nh gn vi cc gii php ti
chnh trn gi v di hn thng qua vic lin kt hp tc vi cc ch u t l cc
cng ty kinh doanh bt ng sn, xy dng. ng thi y mnh cc chng trnh
cho vay tiu dng nh xy mi, sa cha, nng cp nh, mua xe, b sung vn sn
xut kinh doanh c th
Ban hnh chnh sch tn dng ring cho cn b nhn vin ca cc
doanh nghip c nghip v chi lng qua Eximbank, t ng thu n t ti khon
chi lng ca khch hng. Vi hnh thc ny, Eximbank gn nh cung cp sn
phm trn gi cho khch hng t vic pht hnh th ATM, huy ng vn t ti
khon chi lng v cho vay
C chnh sch tng cng tip cn vi khch hng, t vn cho mi
khch hng v t vn lm th tc vay vn ti nh, pht trin thm knh vay tn dng
qua website Eximbank.
- Sn phm th v tn dng tiu dng qua nghip v th:
Tng thm nhiu tnh nng cho sn phm th v my ATM nh cho
php np tin vo th ti my ATM, hn ch cc s c rt tin ti my ATM. ng
thi tp trung pht trin cc sn phm th c hm lng cng ngh cao, c c im
ni tri so vi cc sn phm trn th trng, theo kp cng ngh th hin i trn th
gii, to s an ton v hn ch ri ro cho khch hng nhm to s khc bit trong
cnh tranh.
Trin khai thng mi in t theo tiu chun quc t, lin kt vi
cc website thng mi in t trong nc chp nhn th ca Eximbank, tng
cng thanh ton qua h thng my POS. Pht trin th ng thng hiu vi cc
cng ty, t chc c s lng khch hng ln nh siu th, bo ch, trng i hc,
cng ty vn ti taxi, kt hp th ATM vi th ra vo ca nhn vin cng ty, th xe
but, th sinh vin cc trng i hcBn cnh mt s chnh sch u i cho
khch hng khi s dng th ng thng hiu ti Eximbank v cng ty i tc,
91
Eximbank cn tn dng khch hng sn c ca cc cng ty, t chc gia tng th
phn, cung cp c nhiu sn phm khc ngoi sn phm th nh tn dng, huy
ng vn
- Dch v ti chnh c nhn: Eximbank cn nhanh chng trin khai dch v
ti chnh c nhn vi sn phm t vn v cc gii php ti chnh c nhn, cch thc
s dng vn hiu qu, t gip h a ra nhng gii php ti u, gn gi ngun
ti chnh ang c v pht trin n ngy mt ln hn.
- Dch v gi h v qun l h ti sn: bao gm cc dch v gi h giy t
c gi, dch v mi gii mua bn nh t, hp thc ha ch quyn nh, t, ng
thu trc b v cc khon thu khc theo yu cu y quyn ca khch hng; dch
v thay mt khch hng mua h, bn h chng khon theo y quyn ca khch hng
nhm gip khch hng s dng cc khon thng d ti chnh c li ch cao nht
u t vo cc chng khon mong mun.
3.2.3.6 y mnh cc hot ng truyn thng v marketing dch v NHBL
Xy dng mt t chc hot ng marketing chuyn nghip t Hi s n chi
nhnh v phng giao dch. Theo t chc b phn marketing trong khi ngn
hng bn l ti hi s chnh vi y cc chc nng thc hin tt c hot ng
nghin cu th trng, cc hot ng v xc tin thng mi (nh cc hot ng
tng qu khuyn mi, t chc d thng, t chc cc chng trnh cm n khch
hng), cc hot ng qung b v PR (quan h cng chng) sn phm bn l bao
gm c cc hot ng PR ni b Eximbank tng sc mnh qung b.
Xy dng mt chng trnh PR ng b, c t chc v hiu qu y mnh
thng hiu bn l nhm gip cng chng, khch hng hiu r thm v nhng u
im ca Eximbank, to mt hnh nh thn thin thng nht, mt ci nhn hiu qu
vi thng hiu Eximbank.
Tin hnh phn on th trng theo khch hng, ngnh ngh, a bn c
chnh sch v sn phm bn l, v gi ph hp.
92
Tng cng t chc cc chin dch marketing sn phm qua cc dp l nh k nim
ngy thnh lp Eximbank, cc ngy l ln ca t nc vi cc chng trnh
khuyn mi hp dn v u i bt ng.
Gii thiu rng ri cc sn phm bn l mi, cc chng trnh u i,
khuyn mi n khch hng thng qua cc phng tin thng tin i chng, bo i,
tivi, website hay gi in thoi, gi email, pht t bm, gi brochue thng bo cho
khch hng hoc bn cho sn phm ca nhn vin tip thto iu kin khch
hng c tip cn n ton b cc sn phm, chng trnh bn l ca ngn hng.
Tng cng cng tc marketing ni b, cn b Eximbank phi l ngi s
dng v hiu r v sn phm dch v bn l ca ngn hng mnh nht. ng thi,
xy dng i ng nhn vin tip th, quan h khch hng chuyn nghip, c th hiu
r nhu cu ca khch hng v phc v khch hng mt cch tt nht.
3.2.3.7 Xy dng cc tiu chun cht lng dch v:
tng nhn vin c th lm tt cng tc cung cp dch v bn l c cht
lng, cn phi c b tiu chun dch v c xc nh t nhu cu khch hng. B
tiu chun dch v c xy dng phi t c cc mc tiu:
- Hng ti khch hng trn c s mong mun ca khch hng.
- Ph hp vi mc tiu v chin lc ca ngn hng.
- C th, r rng v c th o lng c.
- Th hin phong cch chuyn nghip trong cung ng sn phm bn l.
C th phi xy dng cc tiu chun cht lng nh sau:
M t cng vic cho tng v tr phc v khch hng bn l
Quy tc giao tip: quy nh c th v tc phong, trang phc, v sinh
trang tr khu vc lm vic, chun mc v thi tip chuyn, t ng, ging iu
trong giao tip trc tip hoc giao tip qua in thoi, qua th in t vi khch
hng.
Quy nh v cng tc lu tr h s nhm thun tin trong vic tra
cu nhanh chng h s ca khch hng.
93
Quy nh v thi gian s l cc nghip v nh nghe in thoi sau 3
ting chung, mt giao dch thng khng qu 5 pht, khng khch hng ch lu
qu 5 pht
Bn cnh , cn xy dng cc b cng c h tr phc v khch hng cho
nhn vin, c bit l giao dch vin v cn b qun l trc tip tip xc vi khch
hng bn l nh b cm nang giao tip, cm nang sn phm dch v bn l
3.2.3.8 Nng cao cht lng cng tc kim tra, kho st cht lng dch v
- Eximbank cn thnh lp i khch hng b mt, ng gi vai khch hng
n giao dch ti cc chi nhnh, phng giao dch kinh doanh bn l. Qua qu trnh
giao dch, cc thnh vin ny s nh gi v kin thc, k nng, thi phc v
khch hng v c s vt cht phc v bn l ti n v kinh doanh . Sau , lp
bo co nhm qun l cht lng dch v ngn hng bn l.
- Thnh lp nhm kim tra nh k kho st nh gi cht lng phc v
khch hng bn l ca ngn hng v nhm ci tin cht lng dch v: t kt qu
kho st v cht lng dch v, nhm ny s ra cc mc tiu v phng n thc
hin ci tin cht lng dch v theo hng tt nht.
- nh k thc hin cc cuc kho st s hi lng v cht lng dch v ngn
hng bn l. Vic kho st c th tin hnh trc tip thng qua bng cu hi khoa
hc v cht lng dch v bn l, qua th, in thoi gp ca khch hng, qua
phng vn trc tip hay t chc mt bui trao i kin... cc khch hng by t
s nh gi, nhn xt thng thn nht v cc sn phm dch v bn l ca ngn
hng, ng thi x l khiu ni kp thi vi gii php lm khch hng hi lng cng
to c hi gip ngn hng sm phn tch nguyn nhn su xa, t c k hoch
hnh ng ci thin sn phm, knh phn phi, qui trnh, h thng, chnh sch,
v nhn vin nhm phc v khch hng mt cch tt nht.
- Thng xuyn thc hin cng tc theo di cc mc tiu cn t so vi
chun so snh cc vn c lin quan n khch hng nh sau:
Thi gian x l cc sn phm v dch v ch yu nh cho vay, m
ti khon mi, th ATM, th tn dng, chi tr sc.
94
Thi gian ch i nh thi gian my chy chm hoc b s c phi
sa cha v thi gian xp hng;
Th hoc li khiu ni ca khch hng;
Nng lc v tnh cch thn thin ca nhn vin;
S chnh xc v kp thi ca bng thng bo ti khon v h s giao
dch.
Li sut ph hp, bao gm cho tt c mi dch v v cc khon ph
khng thng bo khc;
S st sng trong vic p ng cc yu cu ca khch hng nh
trong vic tr li qua in thoi, chung my ln mi nhc my, chuyn tip
cuc gi my ln th ngi gi mi gp c ngi cn gp;
Ti khon v khch hng b mt i.
Cc ch s ny cn c kim tra, nh gi mt cch u n v k lng.
Cc nhn vin kim tra c trang b cc tiu chun v ng h bm gi, thng
xuyn kim tra vic thc hin cht lng, dch v, tnh trng v sinh v gi tr ca
chi nhnh, m bo tt c cc chi nhnh u ng nht v sn phm v cht lng
phc v v khch hng s khng gp phi bt k s ngc nhin no c.
3.2.4 Gii php nng cao nng lc ti chnh v pht trin thng hiu Eximbank
3.2.4.1 Gii php nng cao nng lc ti chnh
Tng vn t c
- T ngun ni b, ch yu l li nhun gi li. Ngun vn ny gip ngn
hng khng phi ph thuc vo th trng vn v khng phi chu chi ph cao do
tm kim ngun ti tr t bn ngoi, ng thi khng lm long quyn kim sot
ca ngn hng cng nh khng e da n vic mt quyn kim sot ca c ng
hin hu. Do vy, Eximbank cn xc nh t l li nhun gi li b sung vn t
c hp l, trnh tnh trng chi tr c tc qu cao lm tng trng vn chm hoc
ngc li li nhun gi li cao, tng trng vn nhanh nhng tc tng li nhun
khng theo kp lm gim thu nhp ca c ng. Nu ngn hng c t l li nhun
gi li b sung vn t c hp l, n nh qua cc nm v tng ng vi tc
95
tng trng ti sn c th ngn hng mi c du hiu tt v th hin s pht trin n
nh.
- T bn ngoi, bng cch pht hnh thm c phiu mi hoc pht hnh tri
phiu chuyn i.
i vi tng vn t c bng pht hnh c phiu: bin php ny c
th lm tng nng lc ti chnh ca ngn hng nhng chi ph pht hnh cao hn cc
phng thc khc v lm long quyn kim sot ngn hng, gim thu nhp trn mi
c phiu.
i vi tng vn bng pht hnh tri phiu chuyn i: s trnh
c tnh trng gia tng s lng c phiu trn th trng v trnh lm thu nhp c
ng st gim. ng thi, ngn hng s c ngun vn di hn n nh phc v
cho vay cc d n c thi gian di, thu nhp cao hn, gip ngn hng nng cao hiu
qu hot ng kinh doanh.
- Huy ng t vic ku gi cc c ng chin lc, c bit l cc c ng
chin lc nc ngoi c tim lc v ti chnh, kinh nghim qun l iu hnh v
cng ngh tin tin.
Nng cao cht lng ti sn c
- y mnh gii quyt n xu: tch cc tng cng x l cc khon n qu
hn, n xu bng qu d phng ri ro tn dng. Tip tc tng cng cc bin php
x l n, khi kin, tch thu ti sn m bo v pht mi ti sn nhm thu hi vn.
- Tng cng qun l cht lng hot ng tn dng: Eximbank cn r sot
li quy ch, quy trnh thm nh, t xt duyt cho vay n thu hi n ph hp vi
thng l v chun mc quc t, ng thi tng cng hot ng ca phng x l n
qu hn, y ban qun l ti sn n-c, thng xuyn theo di, kim sot ri ro tn
dng. Nng cao cht lng i ng nhn vin tn dng, cht lng thm nh v xt
duyt tn dng; ci thin h thng thng tin qun l khch hng v kim sot tc
tng trng tn dng hp l.


96
3.2.4.2 Gii php pht trin thng hiu Eximbank
Trong giai on hi nhp vi nhiu thch thc, cnh tranh, din bin th
trng kh d bo nh hin nay, vic xy dng chin lc pht trin thng hiu
Eximbank c ngha thit thc, gp phn quan trng gip Eximbank nng cao nng
lc cnh tranh trong giai on mi tip tc gi vng v tr l mt trong nhng
ngn hng thng mi c phn hng u Vit Nam, tng lai gn pht trin theo
hng tr thnh Tp on Ti chnh - Ngn hng a nng hin i, c uy tn cao
trn th trng khu vc v quc t. V vy, chin lc pht trin thng hiu
Eximbank s gn vi phng chm v s thnh vng v pht trin bn vng ca
ngn hng, khch hng, i tc v cng ng. Trc mt, cn phi thc hin:
- Xy dng k hoch ngn sch cho vic pht trin thng hiu, c bit
ngn sch truyn thng, qung b thng hiu.
- Tng cng quan h cng chng, giao tip cng ng, to mi quan h
gia ngn hng vi ban bin tp cc bo, cc c quan chnh tr - on th, cc
trng i hc, tham gia hi ch trin lm, chng trnh khuyn mi, cng b sn
phm mi..., tham gia ti tr cc chng trnh x hi, hot ng t thin, chng
trnh ca nhc ng h qu ngi ngho, ti tr cc cuc thi hc thut nh chuyn
vin ti chnh, gim c ti chnh, cc gameshow truyn hnh, qu hc bng khuyn
hc, qu bo tr ti nng tr, ti tr cho Cu lc b doanh nghip tr...
- Thng xuyn qung co trn cc phng tin thng tin i chng: qung
co trn cc knh truyn hnh tnh, thnh ph; qung co trn bo tui tr, thanh
nin, Si Gn gii phng, thi bo kinh t Si Gn, thi bo kinh t Vit Nam;
t logo v ng link trn cc website: www.vnexpress.net, tuoitre.com.vn,
thanhnien.com.vn...; hay qua cc knh khc lin kt qung b nh cc i tc l
khch hng ca Eximbank (cc doanh nghip sn xut kinh doanh, cc d n m
Eximbank - ang v s u t, nh my, doanh nghip hot ng trong lnh vc
truyn thng ngh thut...), h thng siu th, cc hng taxi, ca hng in thoi di
ng, cc trung tm thng mi, nh hng, khch sn...
97
- Xy dng i ng cn b lm cng tc truyn thng chuyn nghip nhm
cung cp thng tin v Eximbank cng nh sn phm, dch v ca Eximbank mt
cch chnh xc, y , kp thi v hiu qu.
3.3 Kin ngh vi Ngn hng Nh nc v c quan Chnh ph
Tip tc xy dng v hon chnh mi trng php l v hot ng ngn hng
bn l ph hp vi chun mc v thng l quc t. NHNN cn nhanh chng ban
hnh cc quy nh mi ph hp vi yu cu pht trin ca ngnh ngn hng cng
nh hon thin cc quy nh v qun l ngoi hi, c ch iu hnh t gi theo
hng t do ho cc giao dch vng lai, giao dch vn,...
Tng bc ci cch cc th tc hnh chnh rm r, tit gim ti a thi gian
v cc khu th tc hnh chnh c lin quan trong hot ng ngn hng bn l. Xy
dng h thng php l hon chnh cho hot ng dch v ngn hng in t, thng
mi in t pht trin; thnh lp h thng cng thng tin ti chnh hin i, m bo
cho h thng ngn hng hot ng an ton, hiu qu, ng thi xy dng khung
php l cho cc m hnh t chc c hot ng mang tnh cht h tr cho hot ng
ca cc t chc tn dng nh trung tm xp hng tn dng, cng ty mi gii tin
tnhm pht trin h thng cc t chc tn dng.
y nhanh qu trnh thc hin n thanh ton khng dng tin mt thng
qua vic hon thin cc vn bn lin quan n vn ny. Pht trin th trng th,
phi hp vi cc c quan truyn thng, bo ch tuyn truyn qung b su rng
cho n nhiu tng lp dn c. Phi hp vi b cng an phng chng ti phm,
tng cng tnh bo mt cho cc sn phm dch v ngn hng in t , c chnh
sch khuyn khch cc c nhn, cng ty s dng dch v thanh ton qua th (gim
thu, chnh sch gi u i); c s phi hp cht ch gia cc ngn hng v h
thng cc c quan thuc ngnh ti chnh: Kho bc, Thu, Hi quan...
NHNN v cc NHTM cn phi hp vi Tng cc Thng k trong vic xy
dng danh mc dch v NHBL theo chun mc quc t, lm c s xy dng h
thng bo co nh k v cc loi hnh dch v c th, gp phn nng cao cht
lng qun tr, iu hnh.
98
NHNN cn ch trng n cng tc thanh tra, gim st hot ng ca cc
TCTD nhm m bo cc TCTD hot ng c an ton, lnh mnh. Hon thin
quy nh v an ton hot ng ngn hng ph hp vi thng l quc t. Xy dng
khun kh, quy trnh v phng php thanh tra, gim st trn c s ri ro, lp h
thng cnh bo sm pht hin cc TCTD ang gp kh khn thng qua gim st
t xa v xp hng TCTD.
y mnh cng tc ph bin thng tin, tuyn truyn v hi nhp kinh t quc
t, c bit l cam kt gia nhp WTO ca Vit Nam trong lnh vc dch v ngn
hng.















99
KT LUN CHNG 3
Dch v NHBL cc NHTM thi gian qua ngy mt m rng v i vo
chiu su. S xut hin cc ngn hng nc ngoi ln, c kinh nghim ang tch
cc hot ng ti th trng NHBL Vit Nam s gia tng p lc cnh tranh cho cc
NHTM trong nc ni chung v Eximbank ni ring. y l thch thc cng nh l
p lc cn thit cc NHTM ni n lc hn na nhm m rng quy m, nng cao
cht lng phc v, hc hi kinh nghim qun tr tin ti p ng nhu cu phc
v ngy mt cao ca khch hng. Eximbank v ang cng c, nng cao cht
lng dch v, s dng cht lng dch v nh mt cng c cnh tranh hu hiu t
hnh thnh nn nn tng, pht trin vng chc, vng bc i ln p ng nhng
yu cu, i hi cp thit trong qu trnh hi nhp kinh t khu vc v th gii. Trn
c s phn tch thc trng cht lng dch v ngn hng bn l ti Eximbank
chng 2, chng 3 ca lun vn a ra cc gii php v nng cao cht lng
dch v ngn hng bn l nh: xut nhm gii php v pht trin cng ngh, pht
trin sn phm mi, tng cng nng lc ti chnh, ngun nhn lcng thi,
lun vn cng a ra cc kin ngh i vi Chnh ph, ngn hng Nh nc nhm
pht trin dch v ngn hng bn l tt nht trong tng lai.


KT LUN
-w

Cc ngn hng thng mi v ang pht trin dch v ngn hng bn l
nh l mt xu th tt yu, ph hp vi xu hng chung ca cc ngn hng trong
khu vc v trn th gii, phc v i tng khch hng c nhn l ch yu, vi vic
cung ng dch v c cht lng cao, tho mn ti a nhu cu ca khch hng, ng
thi gip ngn hng qun l ri ro hu hiu, t hiu qu kinh doanh ti u.
Thc t, vic cung cp dch v ngn hng bn l ang em li doanh thu
ngy cng tng cho cc ngn hng thng mi. Theo nh gi ca cc chuyn gia
kinh t, khu vc dch v ny s khng ngng pht trin v y cuc cnh tranh ln
cao dn n phn ha dch v gia cc ngn hng. Chnh v vy, nng cao cht
lng dch v ngn hng l vn sng cn trong cnh tranh ca cc ngn hng.
Ngn hng TMCP Xut Nhp Khu Vit Nam (Eximbank) cng nhn thc
c tm quan trng ca th trng bn l v c bit ch trng n vic nng cao
cht lng dch v ngn hng bn l nhm nng cao s hi lng ca khch hng.
t mc tiu tr thnh ngn hng bn l a nng hng u th Eximbank cn phi
xy dng mt chin lc pht trin ton din v cht lng dch v bn l.
ti Nng cao cht lng dch v ngn hng bn l ti ngn hng TMCP
Xut Nhp Khu Vit Nam nhm mc ch phn tch thc trng cht lng dch v
ngn hng bn l ti Eximbank v phn tch cc ngun lc tc ng n cht lng
dch v, t ra cc gii php nng cao cht lng dch v bn l ti Eximbank
trong thi gian ti.
Trong qu trnh nghin cu, lun vn vn cn vng mc mt s tn ti nht
nh v hn ch cn c b sung. Rt mong nhn c s tham gia ng gp
kin, chnh sa ca qu Thy, C gio, cc anh ch ni dung lun vn c hon
chnh hn.
Trn trng cm n./.

TI LIU THAM KHO
-w

Ti Liu Ting Vit
1. Lu Vn Nghim (2008), Marketing dch v, NXB. i Hc Kinh T
Quc Dn H Ni.
2. Nguyn ng Dn (2007), Nghip v ngn hng thng mi, NXB.
Thng k.
3. Nguyn nh Th - Nguyn Th Mai Trang (2007), Nghin cu khoa hc
marketing, NXB i Hc Quc Gia.
4. Trn Huy Hong (2010), Qun tr ngn hng thng mi, NXB. Lao
ng x hi.
5. V Trng Hng v Phan Thng (2000), Qun tr marketing (dch t
Marketing Management ca Phillip Kotler), NXB Thng k H Ni.
6. L Vn Huy Phm Th Thanh Tho (2008), Phng php o lng cht
lng dch v trong lnh vc ngn hng, Tp ch ngn hng s 6, tr.23-29.
7. Nguyn o T (2007), Pht trin dch v ngn hng bn l - C hi
n vi cc NHTM Vit Nam, Tp ch th trng ti chnh tin t s 23,
tr.28-31.
8. Bi c Quc (2009), Nng cao cht lng dch v ngn hng bn l ti
ngn hng Quc T, khu vc TPHCM, Lun vn Thc s kinh t, i hc
Kinh T TPHCM.
9. Nguyn Th Hnh Hin (2010), Nng cao nng lc cnh tranh ca ngn
hng TMCP Si Gn Thng Tn trong iu kin hi nhp kinh t quc t,
Lun vn Thc s kinh t, i hc Kinh T TPHCM.
10. Nguyn Th M Dung (2009), nh gi cht lng dch v v s tha mn
ca khch hng ti ngn hng TMCP Cng Thng Vit Nam, Lun vn
Thc s kinh t, i hc Kinh T TPHCM.

11. Ngn hng TMCP Xut Nhp Khu Vit Nam, Bo co thng nin cc
nm 2006, 2007, 2008, 2009, 2010.

Ti Liu Ting Anh
1. Bachelet, D (1995), Customer Satisfaction Research, European Society
for Opinion and Marketing Research.
2. Groonroos, Christan (1984), A Service Quality Model And Its Marketing
Implications, European Journal Of Marketing 18, pages 36-44.
3. Parasurman, V.A Zeithaml v L.Berry (1985,1988), A Conceptual Model
Of Service Quality And Its Implications For Future, Journal Of Marketing
49(2), pages 41-50.
4. Parasurman, V.A Zeithaml v L.Berry (1988), SERVQUAL: A Multiple-
Item Scale For Measuring Consumer Perception Of Servicequality, Journal
Of Retailing 64(1), pages 12-40.
5. V.A Zeithaml v M.J Bitner (2000), Service Marketing, Mc Graw Hill.

Trang website
1. http://www.acb.com.vn
2. http://www.eximbank.com.vn
3. http://www.sacombank.com.vn
4. http://www.sbv.org.vn
5. http://www.vietnamnet.vn
6. http://www.vnba.org.vn







PH LC 1: M HA D LIU
I- S TIN CY M HA
1. Nhn vin NH thc hin giao dch chnh xc v nhanh chng TC1
2. Ngn hng cung cp ng dch v ti thi im cam kt TC2
3. Ngn hng bo mt thng tin v giao dch ca khch hng TC3
4. Ngn hng lun gi ch tn vi khch hng v xem quyn li ca
khch hng l trn ht
TC4
II- TNH P NG
1. Nhn vin NH lun phc v cng bng vi tt c khch hng DU1
2. Nhn vin NH khng gy phin nhiu cho Qu khch hng DU2
3. Nhn vin khng t ra qu bn rn khng phc v khch hng DU3
4. Ngn hng p dng chnh sch gi linh hot, mc li sut cnh tranh
v biu ph giao dch hp l
DU4
III- PHNG TIN HU HNH
1. NH c chi nhnh, phng giao dch rng khp, thun tin PT1
2. NH c h thng ATM hin i v d s dng PT2
3. Sn phm dch v NH a dng, phong ph v ph hp PT3
4. NH c trang thit b v my mc hin i, c s vt cht y (gh
ch,sch bo,nc ung)
PT4
5. Trang Web internet y thng tin; t bm qung co sn phm
bt mt, hp dn
PT5
6. Nhn vin ngn hng n mc gn gng, lch s v n tng PT6
IV- NNG LC PHC V
1. Mu biu quy nh NH r rng, d hiu; th tc giao dch n gin,
thi gian giao dch nhanh chng
NL1
2. Nhn vin c trnh chuyn mn v thao tc nghip v tt NL2
3. Nhn vin NH rt lch thip, n cn, sn sng phc v v hng dn
khch hng
NL3
4. Nhn vin NH lun t vn gii php tt nht v gii quyt tha ng
khiu ni ca khch hng
NL4
V- S NG CM
1. Ngn hng c cc hot ng marketing hiu qu, n tng v i u
trong cc ci tin
DC1
2. Cc chng trnh khuyn mi, chm sc khch hng sau bn hng
ca ngn hng ng tin cy
DC2
3. Nhn vin ngn hng lun ch n nhu cu ca khch hng DC3
4. Nhn vin ngn hng hng dn th tc cho khch hng y v
d hiu
DC4
VI S HI LNG V CHT LNG DCH V
1. Qu khch hng hon ton hi lng vi cht lng dch v ngn
hng bn l ca Eximbank
HL



PH LC 2 PHN TCH THNG K M T (SPSS)
1. Kho st thnh phn tin cy ca cht lng dch v NHBL

Yu t TC1 TC2 TC3 TC4 TC
Trung bnh 3.6165 3.8195 3.9098 3.8421 3.7969

TC1

TC1- Nhn vin NH thc hin giao dch chnh xc v nhanh chng

Tn sut % Gi tr % % ly tin
1
1 0.8 0.8 0.8
2
2 1.5 1.5 2.3
3
61 45.9 45.9 48.1
4
52 39.1 39.1 87.2
5
17 12.8 12.8 100
Gi tr
Tng
133 100 100



TC2

TC2- Ngn hng cung cp ng dch v ti thi im cam kt


Tn sut % Gi tr % % ly tin
1
1 0.8 0.8 0.8
2
2 1.5 1.5 2.3
3
40 30.1 30.1 32.3
4
67 50.4 50.4 82.7
5
23 17.3 17.3 100
Gi tr
Tng
133 100 100



TC3

TC3- Ngn hng bo mt thng tin v giao dch ca khch hng

Tn sut % Gi tr % % ly tin
1
2 1.5 1.5 1.5
3
38 28.6 28.6 30.1
4
61 45.9 45.9 75.9
5
32 24.1 24.1 100
Gi tr
Tng
133 100 100













TC4

TC4- Ngn hng lun gi ch tn vi khch hng v xem quyn li ca khch hng l trn
ht

Tn sut % Gi tr % % ly tin
1
2 1.5 1.5 1.5
3
41 30.8 30.8 32.3
4
64 48.1 48.1 80.5
5
26 19.5 19.5 100
Gi tr
Tng
133 100 100



2. Kho st thnh phn p ng ca cht lng dch v NHBL

Yu t DU1 DU2 DU3 DU4 DU
Trung bnh 3.7143 3.812 3.7444 3.7068 3.7443

DU1

DU1- Nhn vin NH lun phc v cng bng vi tt c khch hng

Tn sut % Gi tr % % ly tin
1
2 1.5 1.5 1.5
2
2 1.5 1.5 3
3
46 34.6 34.6 37.6
4
65 48.9 48.9 86.5
5
18 13.5 13.5 100
Gi tr
Tng
133 100 100



DU2

DU2- Nhn vin NH khng gy phin nhiu cho Qu khch hng

Tn sut % Gi tr % % ly tin
1
1 0.8 0.8 0.8
3
50 37.6 37.6 38.3
4
54 40.6 40.6 78.9
5
28 21.1 21.1 100
Gi tr
Tng
133 100 100











DU3

DU3- Nhn vin khng t ra qu bn rn khng phc v K/Hng

Tn sut % Gi tr % % ly tin
1
1 0.8 0.8 0.8
2
1 0.8 0.8 1.5
3
50 37.6 37.6 39.1
4
60 45.1 45.1 84.2
5
21 15.8 15.8 100
Gi tr
Tng
133 100 100



DU4

DU4- Ngn hng p dng chnh sch gi linh hot, mc li sut cnh tranh v biu ph
giao dch hp l

Tn sut % Gi tr % % ly tin
1
3 2.3 2.3 2.3
2
5 3.8 3.8 6
3
43 32.3 32.3 38.3
4
59 44.4 44.4 82.7
5
23 17.3 17.3 100
Gi tr
Tng
133 100 100



3. Kho st thnh phn phng tin hu hnh ca cht lng dch v NHBL

Yu t PT1 PT2 PT3 PT4 PT5 PT6
Trung bnh 3.323 3.4511 3.5414 3.5564 3.6692 3.8647

Yu t PT
Trung bnh 3.5676

PT1

PT1- NH c chi nhnh, phng giao dch rng khp,thun tin

Tn sut % Gi tr % % ly tin
1
2 1.5 1.5 1.5
2
8 6 6 7.5
3
74 55.6 55.6 63.2
4
43 32.3 32.3 95.5
5
6 4.5 4.5 100
Gi tr
Tng
133 100 100







PT2

PT2- NH c h thng ATM hin i v d s dng

Tn sut % Gi tr % % ly tin
1
3 2.3 2.3 2.3
2
8 6 6 8.3
3
61 45.9 45.9 54.1
4
48 36.1 36.1 90.2
5
13 9.8 9.8 100
Gi tr
Tng
133 100 100



PT3

PT3- Sn phm dch v NH a dng, phong ph v ph hp

Tn sut % Gi tr % % ly tin
2
6 4.5 4.5 4.5
3
64 48.1 48.1 52.6
4
48 36.1 36.1 88.7
5
15 11.3 11.3 100
Gi tr
Tng
133 100 100



PT4

PT4- NH c trang thit b v my mc hin i, c s vt cht y (gh ch,sch
bo,nc ung)

Tn sut % Gi tr % % ly tin
1
2 1.5 1.5 1.5
2
5 3.8 3.8 5.3
3
55 41.4 41.4 46.6
4
59 44.4 44.4 91
5
12 9 9 100
Gi tr
Tng
133 100 100



PT5

PT5- Trang Web internet y thng tin; t bm qung co sn phm bt mt, hp dn

Tn sut % Gi tr % % ly tin
1
3 2.3 2.3 2.3
2
4 3 3 5.3
3
44 33.1 33.1 38.3
4
65 48.9 48.9 87.2
5
17 12.8 12.8 100
Gi tr
Tng
133 100 100




PT6

PT6- Nhn vin ngn hng n mc gn gng, lch s v n tng

Tn sut % Gi tr % % ly tin
2
1 0.8 0.8 0.8
3
44 33.1 33.1 33.8
4
60 45.1 45.1 78.9
5
28 21.1 21.1 100
Gi tr
Tng
133 100 100



4. Kho st thnh phn nng lc phc v ca cht lng dch v NHBL

Yu t NL1 NL2 NL3 NL4 NL
Trung bnh 3.6767 3.8647 3.797 3.9173 3.8139

NL1

NL1- Mu biu quy nh NH r rng, d hiu; th tc giao dch n gin, thi gian giao
dch nhanh chng

Tn sut % Gi tr % % ly tin
1
2 1.5 1.5 1.5
2
3 2.3 2.3 3.8
3
50 37.6 37.6 41.4
4
59 44.4 44.4 85.7
5
19 14.3 14.3 100
Gi tr
Tng
133 100 100



NL2

NL2- Nhn vin c trnh chuyn mn v thao tc nghip v tt

Tn sut % Gi tr % % ly tin
1
1 0.8 0.8 0.8
3
40 30.1 30.1 30.8
4
67 50.4 50.4 81.2
5
25 18.8 18.8 100
Gi tr
Tng
133 100 100











NL3

NL3- Nhn vin NH rt lch thip,n cn, sn sng phc v v hng dn khch hng

Tn sut % Gi tr % % ly tin
1
2 1.5 1.5 1.5
2
1 0.8 0.8 2.3
3
45 33.8 33.8 36.1
4
59 44.4 44.4 80.5
5
26 19.5 19.5 100
Gi tr
Tng
133 100 100






NL4

NL4- Nhn vin NH lun t vn gii php tt nht v gii quyt tha ng khiu ni ca
khch hng

Tn sut % Gi tr % % ly tin
1
2 1.5 1.5 1.5
3
34 25.6 25.6 27.1
4
68 51.1 51.1 78.2
5
29 21.8 21.8 100
Gi tr
Tng
133 100 100



5. Kho st thnh phn ng cm ca cht lng dch v NH

Yu t DC1 DC2 DC3 DC4 DC
Trung bnh 3.5639 3.6316 3.8346 3.9098 3.7350


DC1

DC1- Ngn hng c cc hot ng marketing hiu qu, n tng v i u trong cc ci
tin

Tn sut % Gi tr % % ly tin
1
4 3 3 3
2
5 3.8 3.8 6.8
3
51 38.3 38.3 45.1
4
58 43.6 43.6 88.7
5
15 11.3 11.3 100
Gi tr
Tng
133 100 100









DC2

DC2- Cc chng trnh khuyn mi, chm sc khch hng sau bn hng ca ngn hng
ng tin cy

Tn sut % Gi tr % % ly tin
1
2 1.5 1.5 1.5
2
2 1.5 1.5 3
3
57 42.9 42.9 45.9
4
54 40.6 40.6 86.5
5
18 13.5 13.5 100
Gi tr
Tng
133 100 100



DC3
DC3- Nhn vin ngn hng lun ch n nhu cu ca khch hng

Tn sut % Gi tr % % ly tin
1
2 1.5 1.5 1.5
3
43 32.3 32.3 33.8
4
61 45.9 45.9 79.7
5
27 20.3 20.3 100
Gi tr
Tng
133 100 100



DC4

DC4- Nhn vin ngn hng hng dn th tc cho khch hng y v d hiu

Tn sut % Gi tr % % ly tin
1
2 1.5 1.5 1.5
3
35 26.3 26.3 27.8
4
67 50.4 50.4 78.2
5
29 21.8 21.8 100
Gi tr
Tng
133 100 100



6. Kho st mc hi lng v cht lng dch v NHBL

Yu t HL
Trung bnh 3.812

HL- Qu khch hng hon ton hi lng vi cht lng dch v ngn hng bn l ca
Eximbank

Tn sut % Gi tr % % ly tin
1
2 1.5 1.5 1.5
3
46 34.6 34.6 36.1
4
58 43.6 43.6 79.7
5
27 20.3 20.3 100
Gi tr
Tng
133 100 100



PH LC 3: KIM NH THANG O CRONBACH'S
ALPHA
1. Thang o: S tin cy

Reliability Statistics
Cronbach's
Alpha N of Items
.791 4

H s Cronbach's Alpha: 0,791 > 0,6 nn thang o chp nhn c


Item-Total Statistics

Scale Mean if
Item Deleted
Scale Variance if
Item Deleted
Corrected Item-
Total
Correlation
Cronbach's
Alpha if Item
Deleted
TC1 11.5714 3.656 .598 .741
TC2 11.3684 3.689 .583 .748
TC3 11.2782 3.263 .694 .689
TC4 11.3459 3.728 .530 .774

H s tng quan gia bin v tng bin ca tt c cc bin u ln hn 0,3
nn chp nhn tt c cc yu t.
2. Thang o: Tnh p ng

Reliability Statistics
Cronbach's
Alpha N of Items
.781 4

H s Cronbach's Alpha: 0,781 > 0,6 nn thang o chp nhn c




Item-Total Statistics

Scale Mean if
Item Deleted
Scale Variance if
Item Deleted
Corrected Item-
Total
Correlation
Cronbach's
Alpha if Item
Deleted
DU1 11.2632 3.711 .630 .706
DU2 11.1654 3.488 .705 .666
DU3 11.2331 3.786 .623 .711
DU4 11.2707 3.956 .419 .820

H s tng quan gia bin v tng bin ca tt c cc bin u ln hn 0,3
nn chp nhn tt c cc yu t.
3. Thang o: Phng tin hu hnh

Reliability Statistics
Cronbach's
Alpha N of Items
.849 6

H s Cronbach's Alpha: 0,849 > 0,6 nn thang o chp nhn c.

Item-Total Statistics

Scale Mean if
Item Deleted
Scale Variance if
Item Deleted
Corrected Item-
Total
Correlation
Cronbach's
Alpha if Item
Deleted
PT1 18.0827 9.183 .617 .827
PT2 17.9549 8.407 .678 .815
PT3 17.8647 9.194 .579 .834
PT4 17.8496 8.992 .608 .829
PT5 17.7368 8.468 .681 .814
PT6 17.5414 9.023 .631 .825

H s tng quan gia bin v tng bin ca tt c cc bin u ln nn chp
nhn tt c cc yu t.

4. Thang o: Nng lc phc v

Reliability Statistics
Cronbach's
Alpha N of Items
.835 4

H s Cronbach's Alpha: 0,835 > 0,6 nn thang o chp nhn c.

Item-Total Statistics

Scale Mean if
Item Deleted
Scale Variance if
Item Deleted
Corrected Item-
Total
Correlation
Cronbach's
Alpha if Item
Deleted
NL1 11.5789 4.291 .491 .867
NL2 11.3910 4.073 .658 .795
NL3 11.4586 3.462 .807 .723
NL4 11.3383 3.771 .725 .764

H s tng quan gia bin v tng bin ca tt c cc bin u ln hn 0,3
nn chp nhn tt c cc yu t.
5. Thang o: S ng cm

Reliability Statistics
Cronbach's
Alpha N of Items
.820 4

H s Cronbach's Alpha: 0,820 > 0,6 nn thang o chp nhn c.








Item-Total Statistics

Scale Mean if
Item Deleted
Scale Variance if
Item Deleted
Corrected Item-
Total
Correlation
Cronbach's
Alpha if Item
Deleted
DC1 11.3759 4.100 .563 .812
DC2 11.3083 4.078 .649 .770
DC3 11.1053 3.913 .706 .743
DC4 11.0301 4.090 .657 .766

H s tng quan gia bin v tng bin ca tt c cc bin u ln hn 0,3
nn chp nhn tt c cc yu t.




















PH LC 4: PHN TCH NHN T KHM PH EFA

KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .887
Approx. Chi-Square 1.937E3
df 231
Bartlett's Test of Sphericity
Sig. .000


Total Variance Explained
Initial Eigenvalues
Extraction Sums of Squared
Loadings
Rotation Sums of Squared
Loadings
Compon
ent
Total
% of
Variance
Cumulative
% Total
% of
Variance
Cumulative
% Total
% of
Variance
Cumulative
%
1 10.185 46.295 46.295 10.185 46.295 46.295 4.170 18.952 18.952
2 1.810 8.229 54.524 1.810 8.229 54.524 3.763 17.103 36.055
3 1.269 5.769 60.293 1.269 5.769 60.293 3.568 16.218 52.273
4 1.068 4.856 65.149 1.068 4.856 65.149 2.833 12.876 65.149
5 .991 4.503 69.653

6 .946 4.298 73.951

7 .737 3.350 77.301

8 .645 2.930 80.231

9 .563 2.558 82.790

10 .543 2.470 85.259

11 .523 2.379 87.638

12 .414 1.882 89.520

13 .348 1.583 91.104

14 .317 1.442 92.545

15 .287 1.306 93.851

16 .269 1.224 95.075

17 .249 1.131 96.206

18 .227 1.030 97.237

19 .204 .927 98.164

20 .181 .822 98.986


21 .124 .561 99.548

22 .100 .452 100.000

Extraction Method: Principal Component
Analysis.


Rotated Component Matrix
a


Component

1 2 3 4
NL3 .816

NL4 .765

TC4 .707

TC3 .591

.540

NL2 .590

TC1 .566

TC2 .501

DC2

.744

DU4

.683

DC1

.678

PT4

.674

PT5

.637

NL1

.520

DU2

.786

DU3

.747

DU1

.644

DC4

.613

DC3

.573

PT2

.829
PT3

.671
PT1

.632
PT6

.526
Extraction Method: Principal Component Analysis.
Rotation Method: Varimax with Kaiser Normalization.
a. Rotation converged in 10 iterations.


PH LC 5: PHN TCH HI QUY TUYN TNH BI

ANOVA
b

Model Sum of Squares df Mean Square F Sig.
Regression 54.247 4 13.562 54.156 .000
a

Residual 32.054 128 .250

1
Total 86.301 132

a. Predictors: (Constant), DU, PT, DC, TC

b. Dependent Variable: HL


Unstandardized Coefficients
Standardized
Coefficients
Model
B Std. Error Beta
t Sig.
(Constant) -.427 .309

-1.381 .170
PT -.162 .103 -.122 -1.565 .120
TC .591 .114 .438 5.167 .000
DC .402 .106 .318 3.805 .000
1
DU .287 .109 .228 2.625 .010
a. Dependent Variable: HL


Model Summary
b

Model R R Square
Adjusted R
Square
Std. Error of the
Estimate Durbin-Watson
1 .793
a
.629 .617 .50042 1.882
a. Predictors: (Constant), DU, PT, DC, TC

b. Dependent Variable: HL








PH LC 6: MU PHIU CU HI KHO ST


PHIU THM D KIN KHCH HNG
Knh tha Qu Khch Hng!
Ngn Hng TMCP Xut Nhp Khu Vit Nam (Eximbank) trn trng gi li chc sc khe v li cm n chn
thnh n Qu khch hng tn nhim la chn Ngn Hng Chng Ti trong sut thi gian qua. Vi phng
chm Eximbank lun st cnh cng bn t tng n hnh ng, chng ti lun mong mun em n cho
khch hng s hi lng tt nht. Xin Qu khch hng vui lng in vo phiu thm d kin sau y v gi li cho
chng ti trong thi gian sm nht c th. Xin chn thnh cm n s gip ca Qu khch hng !
Phn I: THNG TIN KHCH HNG
1. H tn Qu khch hng (nu c th):
2. Gii tnh: Nam N
3. tui: 18-22 tui 23-35 tui 36-55 tui
trn 55 tui
4. Ngh nghip: Ni tr/hin khng i lm T kinh doanh ang i lm
5. Xin cho bit Qu khch hng hin ang s dng nhng dch v no ti ngn hng Eximbank
Dch v tin gi, tit kim Dch v tn dng ( vay vn, bo lnh)
DV thanh ton (chuyn tin, thu chi h) DV Th ( ATM, VISA, MASTER)
DV ngn hng in t (phone banking, internet bank) Giao dch mua bn ngoi t, vng
DV thanh ton quc t, chuyn tin du hc DV khc
6. thc hin cc giao dch ngn hng, Qu khch hng thng
n ngn hng trc tip thc hin giao dch Giao dch qua h thng my ATM
Giao dch qua Fax Giao dch qua Phone Banking
Giao dch qua Internet Banking
7. Qu khch hng s dng dch v ngn hng ca chng ti trong bao lu ?
di 1 nm 1-2 nm 3 nm trn 3 nm
8. Qu khch hng v ang giao dch vi bao nhiu ngn hng ?
1 ngn hng 2 ngn hng 3 ngn hng hn 3 ngn hng
9. Nt ni bt ca Eximbank so vi cc ngn hng khc m Qu khch hng ch , n tng l g ?
Trang thit b ngn hng hin i Sn phm dch v ngn hng a dng, phong ph
Biu ph, li sut hp l, linh hot Nhn vin ngn hng phc v thn thin, nhit tnh
kin khc
Phn II: NH GI CHT LNG DCH V NGN HNG BN L
Qu khch hng vui lng cho bit mc ng ca mnh i vi cc pht biu sau v cht lng dch v ngn hng
bn l ca ngn hng Eximbank trong thi gian qua, bng cch nh du X hoc vo thch hp bn di


S
th
t


CHT LNG DCH V NGN HNG BN L
Hon
ton
khng
ng
Khng
ng
Bnh
thng
ng

Hon
ton
ng

1 NH c chi nhnh, phng giao dch rng khp, thun tin
2 NH c h thng ATM hin i v d s dng
3 Sn phm dch v NH a dng, phong ph v ph hp
4 Mu biu quy nh NH r rng, d hiu; th tc giao dch n gin,
thi gian giao dch nhanh chng

5 NH c trang thit b v my mc hin i, c s vt cht y (gh
ch,sch bo,nc ung)

6 Trang Web internet y thng tin; t bm qung co sn phm
bt mt, hp dn

7 Nhn vin ngn hng n mc gn gng, lch s v n tng
8 Nhn vin c trnh chuyn mn v thao tc nghip v tt
9 Nhn vin NH rt lch thip, n cn, sn sng phc v v hng dn
khch hng

10 Nhn vin NH lun t vn gii php tt nht v gii quyt tha ng
khiu ni ca khch hng

11 Nhn vin NH thc hin giao dch chnh xc v nhanh chng
12 Nhn vin NH lun phc v cng bng vi tt c khch hng
13 Nhn vin NH khng gy phin nhiu cho Qu khch hng
14 Nhn vin khng t ra qu bn rn khng phc v khch hng


S
th
t


CHT LNG DCH V NGN HNG BN L
Hon
ton
khng
ng
Khng
ng
Bnh
thng
ng

Hon
ton
ng

15 Ngn hng bo mt thng tin v giao dch ca khch hng
16 Ngn hng cung cp ng dch v ti thi im cam kt
17 Ngn hng p dng chnh sch gi linh hot, mc li sut cnh tranh
v biu ph giao dch hp l

18 Ngn hng lun gi ch tn vi khch hng v xem quyn li ca
khch hng l trn ht

19 Ngn hng c cc hot ng marketing hiu qu, n tng v i u
trong cc ci tin

20 Cc chng trnh khuyn mi, chm sc khch hng sau bn hng
ca ngn hng ng tin cy

21 Nhn vin ngn hng lun ch n nhu cu ca khch hng
22 Nhn vin ngn hng hng dn th tc cho khch hng y v
d hiu

23 Qu khch hng hon ton hi lng vi cht lng dch v ngn
hng bn l ca Eximbank


Phn III: KIN KHC (Ngoi nhng ni dung ni trn, Qu khch hng cn c kin no khc, vui lng ghi r
di y nhm gip Eximbank ci tin cung cp n Qu khch cc sn phm dch v ngn hng cht lng tt hn)


Xin chn thnh cm n s ng gp kin ca Qu khch hng !
Knh chc Qu khch hng sc khe v thnh vng

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