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 -w
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 -w
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 -w
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 -w
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 -w 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 -w 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
(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 ho n tin in, tin nc, cc Internet, cc in thoi thng qua in thoi di ng v thng qua website ca Eximbank... Eximbank ang dn hon thin m hnh t chc pht trin hot ng 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 thc s c h thng, ng i tng v cha c th n tng sn phm dch v bn 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 cng ngh ngn hng, hon thin b my t chc, cng tc qun l iu hnh v pht trin ngun nhn lc, pht huy li th, tn dng thi c, vn ln th hng cao 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 m ca th trng trong nc v hi nhp kinh t quc t. 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 Thc trng hin nay, hu ht cc tr s kinh doanh bn l ca Eximbank u thu li nh dn, vn khng chuyn dng cho vn phng nn khng m bo cng tc c s vt cht phc v tt dch v bn l. Nhm t c mt khng gian bn l thu ht bn ngoi, thn thin v tin li bn trong cho khch hng, Eximbank nn m rng thu cc mt bng chuyn dng vn phng hoc mt bng cc cao c vn phng. Vic m rng loi mt bng nh trn gip cc tr s kinh doanh bn l ca Eximbank c mt bng rng, khng gian thong, d b tr poster qung co, thun tin ch xe, c ch dng xe hi, c din tch sn rng b tr ton b cc phng ban phc v trc tip khch hng bn l, ng thi c th phc v mt khi 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 trong PGD/Chi nhnh thng qua vic gia tng t l khng gian dnh cho khch hng. To iu kin thun li cho vic giao dch ca khch hng, gia tng s tho mi cho khch hng, ng thi gip b phn dch v NHBL qun l c khch 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 89 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 90 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.
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
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
Luận Văn Thạc Sĩ Kinh Tế - Phát Triển Dịch Vụ Ngân Hàng Bán Lẻ Tại Ngân Hàng Thương Mại Cổ Phần Đầu Tư Và Phát Triển Việt Nam - Chi Nhánh Lâm Đồng - 1431078
ĐỀ TÀI THỰC TRẠNG VÀ MỘT SỐ GIẢI PHÁP PHÁT TRIỂN HOẠT ĐỘNG THANH TOÁN QUỐC TẾ THEO PHƯƠNG THỨC TÍN DỤNG CHỨNG TỪ TẠI NGÂN HÀNG ĐẦU TƯ VÀ PHÁT TRIỂN VIỆT NAM (BIDV)
ử dụng mô hình Servperf đánh giá sự hài lòng của khách hàng sử dụng thẻ ATM tại Ngân hàng Thương mại cổ phần kỹ thương Việt Nam - Chi nhánh Nội Bài, Hà Nội