B GIO DC V O TO TRNG I HC KINH T TP. HCM

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NGUYN TH PHNG TRM

CHT LNG DCH V NGN HNG IN T: SO SNH GIA M HNH SERVQUAL V GRONROOS

LUN VN THC S KINH T

TP. H CH MINH NM 2008

B GIO DC V O TO TRNG I HC KINH T TP. HCM

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NGUYN TH PHNG TRM

CHT LNG DCH V NGN HNG IN T: SO SNH GIA M HNH SERVQUAL V GRONROOSChuyn ngnh: Qun tr kinh doanh M s: 60.34.05

LUN VN THC S KINH T

NGI HNG DN KHOA HC: PGS. TS NGUYN NH TH

TP. H CH MINH NM 2008

I

LI CM NTrc tin, ti xin chn thnh gi li cm n n Qu Thy C trong khoa Qun Tr Kinh Doanh ca 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 Nguyn nh Th, ngi hng dn khoa hc ca lun vn, gip ti tip cn thc tin, pht hin ti v 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. Tc gi: Nguyn Th Phng Trm

II

LI CAM OANTi xin cam oan lun vn thc s Cht lng dch v ngn hng in t: So snh gia m hnh SERVQUAL v GRONROOS l kt qu ca qu trnh hc tp, nghin cu khoa hc c lp v nghim tc. 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 Tc gi: Nguyn Th Phng Trm

III

DANH MC CC BNG BIUBng 3.1: M ha cc thang o cht lng dch v ngn hng in t. Bng 4.1: Mu phn b theo phn loi i tng phng vn. Bng 4.2: H s Cronbach alpha ca cc thnh phn thang o theo m hnh SERVQUAL. Bng 4.3 : H s Cronbach alpha ca cc thnh phn thang o theo m hnh Cht lng k thut/ Cht lng chc nng. Bng 4.4 : H s Cronbach alpha ca thnh phn thang s tha mn ca khch hng. Bng 4.5: Kt qu phn tch nhn t khm ph thang o cht lng dch v ngn hng in t theo m hnh SERVQUAL ln 2. Bng 4.6: Kt qu phn tch nhn t khm ph thang o cht lng dch v ngn hng in t theo m hnh Cht lng k thut/ Cht lng chc nng ln 2. Bng 4.7: Kt qu phn tch nhn t khm ph thang o s tha mn ca khch hng. Bng 4.8: Ma trn tng quan gia cc bin (M hnh SERVQUAL). Bng 4.9: Thng k phn tch cc h s hi quy (M hnh SERVQUAL). Bng 4.10: Cc thng s thng k ca tng bin trong phng trnh (M hnh SERVQUAL). Bng 4.11: Ma trn tng quan gia cc bin (M hnh Cht lng k thut/ Cht lng chc nng). Bng 4.12: Thng k phn tch cc h s hi quy (M hnh Cht lng k thut/ Cht lng chc nng). Bng 4.13: Cc thng s thng k ca tng bin trong phng trnh (M hnh Cht lng k thut/ Cht lng chc nng). Bng 4.14: Thng k m t (M hnh Cht lng k thut/ Cht lng chc nng). Bng 4.15: So snh kt qu nghin cu.

IV

DANH MC HNH V THCC HNH: Hnh 2.1: M hnh cht lng dch v. Hnh 2.2: Mi quan h gia cht lng dch v ngn hng in t v s tha mn ca khch hng theo m hnh SERVQUAL. Hnh 2.3: Mi quan h gia cht lng dch v ngn hng in t v s tha mn ca khch hng theo m hnh Cht lng k thut/ Cht lng chc nng. Hnh 2.4: M hnh mi quan h gia cht lng dch v ngn hng in t v s tha mn ca khch hng. Hnh 3.1: Quy trnh thc hin nghin cu Hnh 4.1: M hnh mi quan h gia cht lng dch v ngn hng in t v s tha mn ca khch hng - hiu chnh ln 1. Hnh 4.2: M hnh mi quan h gia cht lng dch v ngn hng in t v s tha mn ca khch hng - hiu chnh ln 2..

CC TH: th 4.1: Gi tr trung bnh (mean) ca cc bin quan st thuc thnh phn cht lng chc nng. th 4.2: Gi tr trung bnh (mean) ca cc bin quan st thuc thnh phn cht lng k thut

V

MC LCTrang Li cm n ................................................................................................................. I Li cam oan.............................................................................................................II Danh mc cc bng biu ..........................................................................................III Danh mc cc hnh v th................................................................................... IV Mc lc......................................................................................................................V CHNG 1: TNG QUAN......................................................................................1 1.1. C s hnh thnh ti........................................................................................1 1.2. Mc tiu ti.....................................................................................................3 1.3. Phm vi v phng php nghin cu..................................................................3 1.4. ngha thc tin ca nghin cu .......................................................................4 1.5. Cu trc ca lun vn..........................................................................................4 CHNG 2: C S L LUN V M HNH NGHIN CU............................5 2.1. Gii thiu.............................................................................................................5 2.2. Dch v ................................................................................................................5 2.2.1. nh ngha dch v ...........................................................................................5 2.2.2. c im dch v .............................................................................................5 2.3. Tng quan v ngn hng in t v dch v ngn hng in t .........................7 2.3.1. nh ngha........................................................................................................7 2.3.2. Cc hnh thi pht trin ngn hng in t ......................................................7 2.3.3. Dch v ngn hng in t ...............................................................................9 2.3.4. Tnh hnh cung ng dch v ngn hng in t ti mt s ngn hng thng mi trn a bn Thnh ph H Ch Minh .........................................................11 2.4. Cht lng dch v ............................................................................................17 2.4.1. M hnh SERVQUAL....................................................................................18 2.4.2. M hnh cht lng k thut/ cht lng chc nng .....................................22

VI

2.5. Mi quan h gia cht lng dch v v s tha mn ca khch hng ............22 2.5.1. Khi nim s tha mn ca khch hng.........................................................22 2.5.2. Mi quan h gia cht lng dch v v s tha mn ca khch hng .........23 2.6. M hnh nghin cu v thang o.......................................................................24 2.6.1. M hnh nghin cu .......................................................................................24 2.6.2. Cc thang o...................................................................................................28 2.7. Tm tt chng 2 ..............................................................................................31 CHNG 3: PHNG PHP NGHIN CU .....................................................32 3.1. Gii thiu...........................................................................................................32 3.2. Phng php nghin cu...................................................................................32 3.2.1. Nghin cu s b ...........................................................................................33 3.2.2. Nghin cu chnh thc (nghin cu nh lng) ...........................................34 3.3. Tm tt chng 3 ..............................................................................................38 CHNG 4: KT QU NGHIN CU................................................................39 4.1. M t mu .........................................................................................................39 4.2. nh gi thang o bng h s tin cy Cronbach alpha .....................................41 4.2.1. Kt qu phn tch thang o cht lng dch v theo m hnh SERVQUAL.41 4.2.2. Kt qu phn tch thang o cht lng dch v theo m hnh Cht lng k thut/ Cht lng chc nng ..............................................................................42 4.2.3. Kt qu phn tch thang o s tha mn ........................................................44 4.3. nh gi thang o bng phn tch nhn t khm ph EFA ..............................44 4.3.1. Thang o cht lng dch v theo m hnh SERVQUAL .............................44 4.3.2. Thang o cht lng dch v theo m hnh Cht lng k thut/ Cht lng chc nng ...........................................................................................................46 4.3.3. Thang o s tha mn ....................................................................................47 4.3.4. M hnh hiu chnh ln 1 ...............................................................................48 4.4. Kim nh m hnh nghin cu bng phn tch hi quy bi.............................49

VII

4.4.1. M hnh SERVQUAL....................................................................................49 4.4.2. M hnh Cht lng k thut/ Cht lng chc nng ...................................52 4.4.3. M hnh hiu chnh ln 2 ...............................................................................55 4.5. So snh gia m hnh SERVQUAL v m hnh Cht lng k thut/ Cht lng chc nng.................................................................................................56 4.6. Gii thch s tha mn ca khch hng v cht lng dch v ngn hng in t ca cc ngn hng thng mi trn a bn Thnh ph H Ch Minh ..............57 4.7. Nhn xt kt qu ca nghin cu ny vi cc kt qu nghin cu trc: ........60 4.8. Tm tt chng 4 ..............................................................................................61 CHNG 5: KT LUN .......................................................................................62 5.1. Kt lun .............................................................................................................62 5.2. Cc hn ch v kin ngh ..................................................................................63 TI LIU THAM KHO........................................................................................65 CC PH LC: Ph lc 1: Tho lun nhm. ..................................................................................VIII Ph lc 2: Bng cu hi phng vn........................................................................ XII Ph lc 3: Phn tch tin cy Cronbach Alpha ...................................................XV Ph lc 4: Phn tch nhn t khm ph EFA ....................................................... XXI Ph lc 5: Phn tch hi quy tuyn tnh bi ....................................................XXXIV Ph lc 6: Thng k m t ..............................................................................XXXIX

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Chng 1: TNG QUAN1.1. C s hnh thnh ti: S kin Vit Nam tr thnh thnh vin chnh thc ca WTO vo ngy 11/01/2007 m ra mt trang mi cho ngnh ngn hng Vit Nam, l cc ngn hng thng mi Vit Nam hin nay phi lm th no nng cao tnh cnh tranh v khai thc ti a cc c hi t th trng m mang li. ng trc thch thc ln nht l vic gia tng p lc cnh tranh ngay trn th trng ni a khi Vit Nam m ca hi nhp v nhu cu hay thay i ca khch hng, cc ngn hng thng mi Vit Nam buc phi ng dng cng ngh ngn hng nhm p ng nhu cu ngy cng a dng ca khch hng ti th trng Vit Nam v ngnh ngn hng ngy cng hi nhp hn vi s pht trin ca ngnh ngn hng trong khu vc v trn th gii. Bng cch ng dng cng ngh ngn hng hin i, cc ngn hng thng mi Vit Nam cho ra i mt phng thc cung ng sn phm v dch v mi, l phng thc cung ng sn phm v dch v thng qua knh phn phi in t thng c gi chung bng khi nim l "ngn hng in t". S ra i ca dch v ngn hng in t lm thay i hon ton mi quan h gia khch hng v ngn hng. l, trc y khch hng mun thc hin giao dch vi ngn hng th phi n gp nhn vin ngn hng thc hin giao dch th nay vi s ra i ca cc sn phm v dch v ngn hng in t, khch hng c th thc hin giao dch vi ngn hng t xa. Do vy, u t v pht trin dch v ngn hng in t l mt trong nhng bin php gia tng v th cnh tranh ca mt ngn hng trn th trng hin nay. Tht vy, dch v ngn hng in t ngy cng tr nn mt phng tin rt thit yu ngn hng cung cp sn phm v dch v ngn hng (Amato-McCoy, 2005 trch t Gonzalez & ctg, 2008). Bn cnh vic chy ua trong vic cung cp dch v ngn hng in t, cc ngn hng thng mi Vit Nam cng tm cch cung cp dch v ngn hng in t sao cho t cht lng v sao cho khch hng tha mn v cht lng dch v.

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T nhng thc t ny, nh gi cht lng dch v ngn hng in t, nghin cu mi quan h gia cht lng dch v v s tha mn ca khch hng v cht lng dch v ngn hng in t l vic lm rt c ngha nhm nng cao cht lng dch v ngn hng in t trong thi gian ti. Nm c tm quan trng ca cht lng dch v, cc nh nghin cu trn th gii thc hin nhiu nghin cu v cht lng dch v. Parasuraman & ctg (1985) khi dng nghin cu v cht lng dch v v c nhiu nh nghin cu cho l kh ton din (Svensson 2002). Hin nay, hai m hnh cht lng dch v ph bin v thng dng nht trn th gii l m hnh SERVQUAL (Parasuraman & ctg 1988) v m hnh Cht lng k thut/ Cht lng chc nng (Gronross, 1983, 1990). o lng cht lng, Parasuraman & ctg a ra thang o gm nm thnh phn, l tin cy, p ng, ng cm, nng lc phc v v phng tin hu hnh. Cn Gronroos th cho rng cht lng dch v c xem xt da trn hai tiu ch, l cht lng k thut v cht lng chc nng. c nhiu nghin cu ng dng m hnh SERVQUAL v m hnh Cht lng k thut/ Cht lng chc nng nh gi cht lng dch v thuc cc lnh vc khc nhau. Tuy nhin, li c rt t nghin cu so snh gia hai m hnh cht lng ny vi nhau. Lassar & ctg (2000) thc hin nghin cu v s tha mn v cm nhn cht lng dch v ngn hng ca cc ngn hng t nhn ti M bng cch so snh hai m hnh cht lng trn. Kt qu nghin cu cho thy m hnh cht lng ca Gronroos nh gi cht lng dch v tt hn m hnh SERVQUAL. Trn Xun Thu Hng (2007) nghin cu mi quan h gia cht lng dch v th vin i hc v s tha mn ca sinh vin bng cch so snh hai m hnh cht lng ny v kt lun rng m hnh SERVQUAL o lng tt hn. Vi ti Cht lng dch v ngn hng in t: so snh gia m hnh SERVQUAL v GRONROOS , tc gi s dng hai m hnh nh gi cht lng dch v ph bin nht l m hnh SERVQUAL (Parasuraman et al., 1988) v m hnh Cht lng k thut/ Cht lng chc nng (Gronroos, 1983, 1990) nh gi cc thnh phn nh hng n cht lng dch v ngn hng in t, nghin cu

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mi quan h gia cht lng dch v ngn hng in t v s tha mn ca khch hng, ng thi so snh gia hai m hnh cht lng xem m hnh no nh gi cht lng dch v ngn hng in t ti Vit Nam tt hn. 1.2. Mc tiu ti: ti nghin cu c thc hin vi mc tiu: Xy dng m hnh nghin cu mi quan h gia cht lng dch v ngn hng in t v s tha mn ca khch hng theo hai m hnh cht lng dch v SERVQUAL v m hnh Cht lng k thut/ Cht lng chc nng. iu chnh thang o cc thnh phn cht lng dch v theo m hnh SERVQUAL v m hnh Cht lng k thut/ Cht lng chc nng sao cho ph hp vi dch v ngn hng in t. Kim nh m hnh gi thuyt v xc nh cc thnh phn tc ng n s tha mn ca khch hng v cht lng dch v ngn hng in t theo tng m hnh cht lng dch v. 1.3. So snh kt qu gia hai m hnh cht lng dch v SERVQUAL v m hnh Cht lng k thut/ Cht lng chc nng. Phm vi v phng php nghin cu: i tng nghin cu l nhm khch hng c nhn ang s dng dch v ngn hng in t ca cc ngn hng thng mi trn a bn Thnh ph H Ch Minh. Phm vi nghin cu l cc ngn hng thng mi ang cung cp dch v ngn hng in t trn a bn thnh ph H Ch Minh. Quy trnh thc hin nghin cu (Hnh 3.1) cho thy nghin cu ny c thc hin thng qua hai bc chnh: nghin cu s b s dng phng php nh tnh v nghin cu chnh thc s dng phng php nh lng. Nghin cu s b c thc hin bng phng php nghin cu nh tnh vi k thut tho lun nhm v phng vn th. Mc ch ca nghin cu ny dng iu chnh v b sung thang o cht lng dch v ngn hng in t.

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Nghin cu chnh thc c thc hin bng phng php nghin cu nh lng. K thut phng vn trc din v phng vn thng qua mng Internet c s dng thu thp thng tin t khch hng s dng dch v ngn hng in t ca cc ngn hng thng mi trn a bn Thnh ph H Ch Minh. Thng tin thu thp c s c x l bng phn mm SPSS 11.5. Thang o sau khi c nh gi bng phng php h s tin cy Cronbach alpha v phn tch nhn t khm ph EFA, phn tch hi quy bi c s dng kim nh m hnh nghin cu. 1.4. ngha thc tin ca nghin cu: ti ny c ngha thc tin v nghin cu v pht trin dch v ngn hng in t nh sau: Gip cc nh qun l v kinh doanh dch v ngn hng in t ti Vit Nam nm bt c cc thnh phn tc ng n cht lng dch v v s tha mn ca khch hng v cht lng dch v ngn hng in t ca cc ngn hng thng mi trn a bn Thnh ph H Ch Minh. Gip cc ngn hng tp trung tt hn trong vic hoch nh ci thin cht lng dch v ngn hng in t v phn phi cc ngun lc, cng nh kch thch nhn vin ci thin cht lng dch v tt hn. Gip cc nh qun l bit kt hp hai m hnh v cht lng dch v nu trn iu chnh thang o cht lng dch v trong tng iu kin, tng mi trng v tng ngnh c th ti Vit Nam. 1.5. Cu trc ca lun vn: ti nghin cu c chia thnh nm chng vi ni dung c th nh sau: Chng 1: Tng quan. Chung 2: C s l lun v m hnh nghin cu. Chng 3: Phng php nghin cu. Chng 4: Kt qu nghin cu. Chng 5: Kt lun.

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Chng 2: C S L LUN V M HNH NGHIN CU2.1. Gii thiu: Chng 1 trnh by tng quan v c s hnh thnh, mc tiu, phm vi, phng php v ngha ca vic nghin cu. Chng 2 nhm h thng c s l thuyt v dch v, tng quan v ngn hng in t v dch v ngn hng in t, cht lng dch v v mi quan h gia cht lng dch v v s tha mn ca khch hng. T nhng c s l thuyt ny, m hnh nghin cu c hnh thnh. 2.2. 2.2.1. Dch v: nh ngha dch v: Dch v l mt khi nim ph bin nn c rt nhiu cch nh ngha v dch v. Theo Zeithaml & Britner (2000), dch v l nhng hnh vi, qu trnh, cch thc thc hin mt cng vic no nhm to gi tr s dng cho khch hng lm tha mn nhu cu v mong i ca khch hng. Theo Kotler & Armstrong (2004), dch v l nhng hot ng hay li ch m doanh nghip c th cng hin cho khch hng nhm thit lp, cng c v m rng nhng quan h v hp tc lu di vi khch hng. 2.2.2. c im dch v: Dch v l mt sn phm c bit, c nhiu c tnh khc vi cc loi hng ho khc nh tnh v hnh, tnh khng ng nht, tnh khng th tch ri v tnh khng th ct tr. Chnh nhng c im ny lm cho dch v tr nn kh nh lng v khng th nhn dng bng mt thng c. 2.2.2.1. Tnh v hnh: Khng ging nh nhng sn phm vt cht, dch v khng th nhn thy c, khng nm c, khng nghe thy c hay khng ngi thy c truc khi ngi ta mua chng. gim bt mc khng chc chn, ngi mua s tm kim cc du hiu hay bng chng v cht lng dch v. H s suy din v cht lng dch v t a im, con ngi, trang thit b, ti liu, thng tin, biu tng v gi c m h thy. Vi l do l v hnh nn cng ty cm thy kh khn trong vic nhn thc nh th no v dch v v nh gi cht lng dch v (Robinson, 1999).

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2.2.2.2.

Tnh khng ng nht:

c tnh ny cn gi l tnh khc bit ca dch v. Theo , vic thc hin dch v thng khc nhau ty thuc vo cch thc phc v, nh cung cp dch v, ngi phc v, thi gian thc hin, lnh vc phc v, i tng phc v v a im phc v. c tnh ny th hin r nht i vi cc dch v bao hm sc lao ng cao. Vic i hi cht lng ng nht t i ng nhn vin s rt kh m bo (Caruana & Pitt, 1997). L do l nhng g cng ty d nh phc v th c th hon ton khc vi nhng g m ngi tiu dng nhn c. 2.2.2.3. Tnh khng th tch ri: Tnh khng tch ri ca dch v th hin vic kh phn chia dch v thnh hai giai on rch ri l giai on sn xut v giai on s dng. Dch v thng c to ra v s dng ng thi. iu ny khng ng i vi hng ho vt cht c sn xut ra nhp kho, phn phi thng qua nhiu nc trung gian mua bn, ri sau mi c tiu dng. i vi sn phm hng ho, khch hng ch s dng sn phm giai on cui cng, cn i vi dch v, khch hng ng hnh trong sut hoc mt phn ca qu trnh to ra dch v. i vi nhng dch v c hm lng lao ng cao, v d nh cht lng xy ra trong qu trnh chuyn giao dch v th cht lng dch v th hin trong qu trnh tng tc gia khch hng v nhn vin ca cng ty cung cp dch v (Svensson, 2002). i vi nhng dch v i hi phi c s tham gia kin ca ngi tiu dng nh dch v ht tc, khm cha bnh th cng ty dch v t thc hin vic kim sot, qun l v cht lng v ngi tiu dng nh hng n qu trnh ny. Trong nhng trng hp nh vy, kin ca khch hng nh m t kiu tc ca mnh mun hoc bnh nhn m t cc triu chng cho cc bc s, s tham gia kin ca khch hng tr nn quan trng i vi cht lng ca hot ng dch v. 2.2.2.4. Tnh khng lu gi c: Dch v khng th ct gi, lu kho ri em bn nh hng ho khc. Tnh khng lu gi c ca dch v s khng thnh vn khi m nhu cu n nh. Khi nhu cu thay i, cc cng ty dch v s gp kh khn. V d nh cc cng ty vn

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ti cng cng phi c nhiu phng tin hn gp bi so vi s lng cn thit theo nhu cu bnh thng trong sut c ngy m bo phc v cho nhu cu vo nhng gi cao im. Chnh v vy, dch v l sn phm c s dng khi to thnh v kt thc ngay sau . 2.3. 2.3.1. Tng quan v ngn hng in t v dch v ngn hng in t: nh ngha: Dch v ngn hng in t c gii thch nh l kh nng ca mt khch hng c th truy cp t xa vo mt ngn hng nhm: thu thp thng tin, thc hin cc giao dch thanh ton, ti chnh da trn cc khon lu k ti ngn hng , ng k s dng dch v mi (Trng c Bo, 2003). Dch v ngn hng in t l h thng phn mm vi tnh cho php khch hng tm hiu hay mua dch v ngn hng thng qua vic ni mng my vi tnh ca mnh vi ngn hng. Cc khi nim trn u nh ngha ngn hng in t thng qua cc dch v cung cp hoc qua knh phn phi in t. Khi nim ny c th ng tng thi im nhng khng th khi qut ht c c qu trnh lch s pht trin cng nh tng lai pht trin ca ngn hng in t. Mt nh ngha tng qut nht v ngn hng in t c th c din t nh sau: Ngn hng in t bao gm tt c cc dng ca giao dch gia ngn hng v khch hng (c nhn hoc t chc) da trn qu trnh x l v chuyn giao d liu s ho nhm cung cp sn phm dch v ngn hng (trch t Hunh Th Nh Trn, 2007). 2.3.2. Cc hnh thi pht trin ngn hng in t: K t vic ngn hng Wellfargo - ngn hng u tin cung cp dch v ngn hng qua mng u tin ti M vo nm 1989 th n nay c rt nhiu tm ti, th nghim, thng cng cng nh tht bi trn con ng xy dng mt h thng ngn hng in t hon ho, phc v tt nht cho khch hng. Tng kt nhng m hnh , nhn chung h thng ngn hng in t c pht trin qua cc giai on sau y:

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2.3.2.1.

Website qung co (Brochure-Ware): l hnh thi n gin nht ca

ngn hng in t. Hu ht cc ngn hng khi mi bt u xy dng ngn hng in t l thc hin theo m hnh ny. Vic u tin chnh l xy dng mt website cha nhng thng tin v ngn hng, v sn phm ln trn mng nhm qung co, gii thiu, ch dn, lin lc, thc cht y ch l mt knh qung co mi ngoi nhng knh thng tin truyn thng nh bo ch, truyn hnh mi giao dch ca ngn hng vn thc hin qua h thng phn phi truyn thng, l cc chi nhnh ngn hng. 2.3.2.2. Thng mi in t (E-commerce): Trong hnh thi thng mi in t, ngn hng s dng Internet nh mt knh phn phi mi cho nhng dch v truyn thng nh xem thng tin ti khon, nhn thng tin giao dch chng khon Internet y ch ng vai tr nh mt dch v cng thm vo to s thun li thm cho khch hng. Hu ht cc ngn hng va v nh ang hnh thi ny. 2.3.2.3. Qun l in t (E-business): Trong hnh thi ny, cc x l c bn ca ngn hng c pha khch hng (front-end) v pha ngi qun l (back-end) u c tch hp vi Internet v cc knh phn phi khc. Giai on ny c phn bit bi s gia tng v sn phm v chc nng ca ngn hng vi s phn bit sn phm theo nhu cu v quan h ca khch hng i vi ngn hng. Hn th na, s phi hp, chia s d liu gia hi s ngn hng v cc knh phn phi nh chi nhnh, mng Internet, mng khng dy gip cho vic x l theo yu cu v phc v khch hng c nhanh chng v chnh xc hn. Internet v khoa hc cng ngh tng s lin kt, chia s thng tin vi ngn hng, i tc, khch hng, c quan qun l Mt vi ngn hng tin tin trn th gii xy dng c m hnh ny v hng ti xy dng c mt ngn hng in t hon chnh. 2.3.2.4. Ngn hng in t (E-bank): chnh l m hnh l tng ca mt ngn hng trc tuyn trong nn kinh t in t, mt s thay i hon ton trong m hnh kinh doanh v phong cch qun l. Nhng ngn hng ny s tn dng sc mnh thc s ca mng ton cu nhm cung cp ton b cc gii php ti chnh cho khch hng vi cht lng tt nht. T nhng bc ban u l cung cp cc sn phm v

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dch v hin hu thng qua nhiu knh ring bit, ngn hng c th s dng nhiu knh lin lc ny nhm cung cp cc gii php khc nhau cho tng i tng khch hng chuyn bit. 2.3.3. Dch v ngn hng in t: S pht trin mnh m ca h thng cng ngh thng tin trong nhng nm gn y nh hng r nt n s pht trin ca cng ngh ngn hng bng vic cho ra i cc dch v ngn hng in t v cc phng tin thanh ton in t. 2.3.3.1. Cc dch v ngn hng in t Internet banking: dch v ny gip khch hng chuyn tin trn mng thng qua cc ti khon cng nh kim sot hot ng ca cc ti khon ny. tham gia, khch hng truy cp vo website ca ngn hng v thc hin giao dch ti chnh, truy vn thng tin cn thit. Thng tin rt phong ph, t chi tit giao dch ca khch hng n nhng thng tin khc v ngn hng. Khch hng cng c th truy cp vo cc website khc mua hng v thc hin thanh ton vi ngn hng. Tuy nhin, khi kt ni Internet th ngn hng phi c h thng bo mt mnh i ph vi ri ro trn phm vi ton cu. y l tr ngi ln i vi cc ngn hng ti Vit Nam v u t vo h thng bo mt rt tn km. Home banking: vi ngn hng ti nh, khch hng giao dch vi ngn hng qua mng nhng l mng ni b (Intranet) do ngn hng xy dng ring. Cc giao dch c tin hnh ti nh, vn phng, cng ty thng qua h thng my tnh ni vi h thng my tnh ca ngn hng. Thng qua dch v home banking, khch hng c th thc hin cc giao dch v chuyn tin, lit k giao dch, t gi, li sut, giy bo n, bo c, s dng dch v home banking, khch hng ch cn c my tnh (ti nh hoc tr s) kt ni vi h thng my tnh ca ngn hng thng qua modem ng in thoi quay s, khch hng phi ng k s in thoi v ch s in thoi ny mi c kt ni vi h thng Home banking ca ngn hng. Phone banking: y l sn phm cung cp thng tin ngn hng qua in thoi hon ton t ng. Do t ng nn cc loi thng tin c n nh trc, bao gm thng tin v t gi hi oi, li sut, gi chng khon, thng tin c nhn cho khch

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hng nh s d ti khon, lit k nm giao dch cui cng trn ti khon, cc thng bo mi nht H thng cng t ng gi fax khi khch hng yu cu cho cc loi thng tin ni trn. Hin nay, qua phone banking, thng tin c cp nht khc vi trc y, khch hng ch c thng tin ca cui ngy hm trc. Mobile banking: l hnh thc thanh ton trc tuyn qua mng in thoi di ng. Phng thc ny c ra i nhm gii quyt nhu cu thanh ton giao dch c gi tr nh (micro payment) hoc nhng dch v t ng khng c ngi phc v. Mun tham gia, khch hng phi ng k tr thnh thnh vin chnh thc trong quan trng l cung cp nhng thng tin c bn nh: s in thoi di ng, s ti khon c nhn dng trong thanh ton. Sau , khch hng c nh cung ng dch v thng qua mng ny cung cp mt m s nh danh (ID). M s ny khng phi s in thoi v n s c chuyn thnh m vch dn ln din thoi di ng, gip cho vic cung cp thng tin khch hng khi thanh ton nhanh chng, chnh xc v n gin hn cc thit b u cui ca im bn hng hay cung ng dch v. Cng vi m s nh danh, khch hng cn c cp mt m s c nhn (PIN) khch hng xc nhn giao dch thanh ton khi nh cung cp dch v thanh ton yu cu. Sau khi hon tt cc th tc cn thit th khch hng s l thnh vin chnh thc v iu kin thanh ton qua in thoi di ng. Call center: Do qun l d liu tp trung nn khch hng c ti khon ti bt k chi nhnh no vn gi v mt s in thoi c nh ca trung tm ny c cung cp mi thng tin chung v c nhn. Khc vi phone banking ch cung cp cc loi thng tin c lp trnh sn, call center c th linh hot cung cp thng tin hoc tr li cc thc mc ca khch hng. Nhc im ca call center l phi c ngi trc 24/24 gi. 2.3.3.2. Phng tin giao dch thanh ton in t: Tin in t (Digital cash): Tin in t l phng tin thanh ton trn Internet. Ngi mun s dng tin in t gi yu cu ti ngn hng. Ngn hng pht hnh tin in t s pht hnh mt bc in c k pht bi m c nhn (private key) ca ngn hng v c m ha bi kho cng khai (public key) ca

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khch hng. Ni dung bc in bao gm thng tin xc nh ngi pht hnh, a ch Internet, s lng tin, s seri, ngy ht hn (nhm trnh vic pht hnh hoc s dng hai ln). Ngn hng s pht hnh tin vi tng khch hng c th. Khch hng ct tin in t trong my tnh c nhn. Khi thc hin giao dch mua bn, khch hng gi ti nh cung cp mt thng ip in t c m ha bi kha cng khai ca nh cung cp hng ha dch v. Nh cung cp dng kha ring ca mnh gii m thng ip, ng thi kim tra tnh xc thc ca thng ip thanh ton ny vi ngn hng pht hnh cng bng m kha cng khai ca ngn hng pht hnh v kim tra s seri tin in t. Sc in t (Digital cheque): Cng s dng k thut tng t nh trn chuyn Sc v hi phiu in t trn mng Internet. Sc in t c ni dung ging nh sc thng, ch khc bit duy nht l sc ny c k in t (tc l vic m ha thng ip bng mt m c nhn ca ngi k sec). Khi ngn hng ca ngi th hng thc hin nghip v nh thu sc, h s nh du ln thng ip in t v vic thng ip ny c m ha bi m ha cng khai ca ngn hng pht hnh sc s l c s cho vic thanh ton sc in t ny. Th thng minh V in t (Stored value smart card): L loi th nha gn vi mt b vi x l (micro processor chip). Ngi s dng th np tin vo th v s dng trong vic mua hng. S tin ghi trong th s c tr li cho ti khi bng 0. Lc , ch s hu c th np tin hoc vt b th. V in t c s dng rt nhiu trong giao dch nh ATM (Automated Teller machine), Internet banking, Home banking, Telephone banking hoc mua hng trn Internet vi mt u c th thng minh kt ni vo my tnh c nhn. 2.3.4. Tnh hnh cung ng dch v ngn hng in t ti mt s ngn hng thng mi trn a bn Thnh ph H Ch Minh: Hin nay, cc ngn hng u c website ring qung b hnh nh ca mnh, gii thiu cc sn phm dch v ngn hng cng nh cc chng trnh gi tit kim hp dn, cng b li sut, t gi

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Cc ngn hng thng mi trn a bn Thnh ph H Ch Minh nhn chung u ang cung cp cc dch v ngn hng in t nh: internet banking, home banking, phone banking, mobile banking v cc loi th a nng. Trong giai on cnh tranh gay gt gia cc ngn hng thng mi vi nhau th cc ngn tung ra cc sn phm v dch v ngn hng in t ngy cng a dng. Cc sn phm v dch v ngn hng in t ti mt s ngn hng thng mi trn a bn Thnh ph H Ch Minh nh sau: 2.3.4.1. Ngn hng thng mi c phn Chu (ACB): ACB cung cp cho khch hng cc loi dch v ngn hng in t nh: Internet Banking, Phone Banking, Mobile Banking, Home Banking, Call Center. Vi dch v Internet Banking, khch hng c th truy cp vo trang www.acb.com.vn kim tra s d ti khon, s d th; xem v in nhng giao dch tng thng; tham kho nhng thng tin v sn phm mi ca ACB; tham kho li sut tit kim, t gi ngoi t. Ngy 16/04/2008, dch v Home Banking ca ACB c kt ni thng qua VPN (Virtual Private Network) dnh cho i tng khch hng l doanh nghip v c nhn (theo chnh sch khch hng ca ACB). y l giao thc kt ni mng ring bit, an ton thng qua Internet thay th cho phng thc giao dch thng qua in thoi c nh nh trc y (Home Banking c ACB trin khai vo thng 3 nm 2001, ACB thng qua mng Intranet). Vi nhng tnh nng u vit ca sn phm HomeBanking, ch cn vi mt my tnh kt ni vo mng internet qua trang web: https://homebanking.acb.com.vn, khch hng thc hin cc giao dch vi ngn hng nh: chuyn khon, chuyn i ngoi t, thanh ton ha n (cc ph in, nc, in thoi, internet,...), tra cu thng tin ti khon (xem s d, lit k giao dch...) v khng cn phi trc tip n ngn hng. Vi dch v Phone Banking, khch hng c th dng in thoi c nh, di ng gi n s in thoi do ngn hng quy nh c th nghe c cc thng tin v sn phm dch v ca ngn hng, thng tin ti khon c nhn. Phone Banking l h thng t ng tr li hot ng 24/24h, khch hng nhn vo cc phm trn

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bn phm in thoi theo m do Ngn Hng quy nh yu cu h thng tr li cc thng tin cn thit nh kim tra s d ti khon, lit k 5 giao dch gn nht, thng tin v t gi hi oi, v.v Dch v Mobile banking cho php khch hng (c ti khon hay cha c ti khon ti ACB) dng in thoi di ng nhn tin n tng i 997 yu cu ngn hng cung cp cc dch v nh: thng tin t gi v chng khon trong ngy, thng tin ti khon c nhn, thng bo s d t ng, t lnh thanh ton ti cc i l Mobile banking, t lnh mua bn chng khon. Bn cnh , khch hng s dng dch v ny cng c th t lnh chuyn tin thanh ton cho cc th tn dng, np tin vo th ghi n do ACB pht hnh hoc t lnh thanh ton cho cc ha n tin in, nc, in thoi, di ng, v.v Call Center l dch v c t chc tp trung vi phn trung tm l mt tng i c b tr lin tc 24 gi trong ngy v 7 ngy trong tun. Khch hng khi pht sinh yu cu s dng mt s dch v ca ngn hng, truy vn thng tin hoc yu cu gii p thc mc s gi in n tng i 08.8247247 t lnh thc hin dch v hoc yu cu c t vn, hng dn. Sn phm th ca ngn hng ACB cng rt a dng gm c: th tn dng ni a (gm c ACB Saigon Coop, ACB Saigon Tourist, ACB Mai Linh, ACB Phc Lc Th), th tn dng quc t (gm ACB Visa v ACB Master card), th thanh ton v rt tin ni a (ACB E. Card), th ghi n ni a (th ATM2+), th thanh ton v rt tin quc t (gm c ACB Visa Debit v ACB Mastercard Dynamic). Tt c sn phm th do ACB pht hnh u c th s dng thanh ton hng ha dch v v rt tin mt trong nc (i vi th ni a) v nc ngoi (i vi th quc t). Trong n lc trin khai cc sn phm v dch v ngn hng in t, ACB hp tc vi cng ty pht trin phn mm v truyn thng VASC k kt ng dng ch s trong giao dch ngn hng in t. Khch hng c qun l v s dng ch k in t trong giao dch vi ngn hng. y l mt cng c bo m cho giao

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dch thng mi in t v cc giao dch ngn hng trn Internet c bo mt v an ton. 2.3.4.2. Ngn hng thng mi c phn K Thng (Techcombank): Nm 2003, Techcombank trin khai thnh cng h thng phn mm Globus trn ton h thng v s kin ny t nn tng cho Techcombank pht trin cc sn phm v dch v ngn hng in t. Ngy 05/12/2003, Techcombank chnh thc pht hnh th thanh ton F@stAccess-Connect 24 (hp tc vi Vietcombank). Ngy 09/06/2004, vi s ra i ca dch v ng trc ti khon c nhn F@stAdvance, Techcombank to nn bc t ph l ngn hng trong nc u tin cung cp dch v cho vay tin qua my ATM. i vi sn phm th, Techcombank cung cp cc cc loi th nh th ghi n ni a (gm c th F@stAccess, th F@stAccess-i), th ni a (Th F@stUni), th quc t (th F@stAccess Visa Debit, Techcombank Visa Credit). Dch v ngn hng in t ca Techcombank gm ba loi hnh chnh Telebank, Home banking v Internet banking. Telebank l h thng dch v thanh ton trc tuyn t xa cho php khch hng doanh nghip c ti khon tin gi ti Techcombank thc hin thanh ton in t vi ngn hng. Vi h thng ny, khch hng khng cn phi n Techcombank m vn c th thc hin giao dch vi Ngn hng ti ni lm vic ca mnh thng qua phn mm Telebank do Techcombank cung cp. Vi dch v Home Banking, Techcombank cung cp cho khch hng 3 dch v chnh nh sau: Techcombank Mail Access l dch v theo di v gi thng tin giao dch ti khon ca khch hng t ng qua email. Mi khi pht sinh giao dch lm thay i s d ti khon, khch hng c ng k s dng dch v ny s nhn c bn thng tin ti khon do ngn hng gi qua email. Techcombank Mobile Access l dch v cung cp thng tin s d v giao dch ca ti khon khch hng thng qua in thoi di ng bng tin nhn

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SMS. Khi ti khon ca Qu khch pht sinh giao dch, h thng s t ng gi tin nhn v giao dch pht sinh v s d hin ti vo in thoi di ng ca khch hng. Ngoi ra, khch hng cng c th ch ng gi tin nhn SMS ti h thng Techcombank nhn c tin nhn phn hi v s d ti khon ca mnh, t gi, li sut. Techcombank Voice Access (gi tt l Vocaly) l dch v tng i thng tin t ng, cho php khch hng khi gi n tng i 19001590 s c tr li cc thng tin lin quan n t gi, li sut, cc giao dch gn nht ca ti khon. i vi dch v Internet Banking, Techcombank cung cp cc dch v nh F@st e-Bank (dch v cho cc khch hng doanh nghip) v F@st i-Bank (dch v cho cc khch hng c nhn). Dch v F@st e-Bank gip cc khch hng doanh nghip truy vn thng tin v ti khon, cc khon tn dng, hp ng tin gi, nht k cng vic ch ng trong vic s dng dch v; thc hin thanh ton chuyn khon t ti khon VN trc tip trn trang in t; ng k trc tuyn s dng cc dch v ca Ngn hng. Dch v F@st i-Bank gip cc khch hng tra cu ti khon; tra cu cc khon vay, khon tit kim; chuyn khon n cc ti khon trong v ngoi h thng Techcombank; ng k cc sn phm, dch v ngn hng. 2.3.4.3. Ngn hng Ngoi Thng Vit Nam (Vietcombank): Tng t nh cc dch v ngn hng in t c trin khai theo xu hng hin nay, Vietcombank cng cung cp cho khch hng dch v thng qua in thoi c nh, in thoi di ng v thanh ton cc ha n dch v cng. Vi dch v ngn hng trc tuyn VCB-iB@nking, khch hng c th tra cu s d ti khon; truy vn hn mc ca cc loi th tn dng; in cc sao k ti khon theo thi gian; xem biu ph, t gi v li sut; thc hin cc lnh thanh ton, chuyn khon, thanh ton ha n. i vi VCB SMS-B@nking (dch v ngn hng qua in thoi di ng) gip khch hng truy vn thng tin ngn hng bt k lc no bng cch dng in thoi di ng nhn theo c php quy nh gi ti tng i 8170. Ngc li, khi c giao

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dch pht sinh lm thay i s d ti khon, khch hng cng nhn c thng bo s d mi qua in thoi. Tt c khch hng s dng mng di ng VinaPhone, Mobifone v Viettel u c th s dng dch v ny. Dch v VCB-Money (hay cn gi l dch v ngn hng ti nh) l dch v chnh trong h thng ngn hng in t ca Vietcombank nhng ch yu l cung cp cho cc c quan, doanh nghip v cc nh ch ti chnh c quan h v thanh ton v ti khon vi Vietcombank. L ngn hng i u trong lnh vc th ti Vit Nam, Vietcombank c cc sn phm th a dng nh: th tn dng quc t (gm c th Vietcombank Visa, th Vietcombank MasterCard Ci Ngun, th Vietcombank American Express, th lin kt Vietcombank VietnamAirlines American Express), th ghi n (gm c th Vietcombank Connect 24, th Vietcombank SG24, th Vietcombank MTV, th Vietcombank Connect 24 Visa Debit). Tt c sn phm th ca Vietcombank u c th s dng thanh ton hng ha dch v v rt tin mt trong nc (i vi th ni a) v nc ngoi (i vi th quc t). 2.3.4.4. Ngn hng ng (DongA Bank): Ngn hng ng cung cp ba loi dch v ngn hng in t chnh l Internet Banking, SMS Banking, Phone Banking, v cc sn phm th a nng. Vi Internet Banking ra i vo thng 08/2006, khch hng c th thc hin cc giao dch nh chuyn khon (t ti khon th n ti khon th, s tin ti thiu 50.000 VN/ln, ti a 500.000.000 VN/ngy); thanh ton trc tuyn khi mua hng qua mng ti www.thitruongviet.com.vn, www.golwow.com, www.golmart.vn, www.hlink.vn, www.chodientu.vn; mua th tr trc cc loi th in thoi di ng, th Internet, th in thoi tr trc, th Internet & in thoi. Vi Internet Banking, c thm dch v lit k mua th tr trc; np tin in t: Vcoin, VnTopup, Vcard; kim tra s d v xem chi tit giao dch trong ti khon ca khch hng. c bit, Internet Banking ca DongA Bank va chnh thc s dng SSL Certificate with Extended Validation cung cp bi Hng VeriSign, m ha ton b d liu truy cp theo chun AES-256 bit, chun m ha an ton nht

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trn Internet. DongA Bank l ngn hng u tin Vit Nam c cp SSL Certificate c chc nng nh mt chng minh th, nhm nh danh mt c nhn hay t chc trn internet do cc t chc c uy tn chng nhn Vi dch v SMS Banking, khch hng bng cch son tin nhn v gi v tng i 8149 hoc 1900 545464 xem thng tin nh t gi, li sut, v.v v thc hin cc giao dch nh dch v Internet Banking. Ngy 23/01/2008, Ngn Hng ng (DongA Bank) chnh thc trin khai ng dng DongA Mobile Banking trn in thoi di ng c h tr Java gip khch hng d dng thc hin cc giao dch ti chnh ti mi ni, mi lc. iu kin s dng knh DongA Mobile Banking l khch hng c ti khon th ti DongA Bank v c ng k s dng SMS Banking hoc Mobile Banking, c dng mng in thoi GSM (Mobifone, VinaPhone, Viettel) v in thoi di ng ca khch hng ci ng dng Mobile Banking ca DongA Bank. Dch v ny gip cc khch hng thc hin cc giao dch nh ca dch v Interner Banking. i vi lnh vc th, DongA Bank cung cp th tn dng DongA Bank (DongA Bank Visa Credit Card) v cc loi th ni a nh: Th a Nng ng , th lin kt sinh vin, Th a Nng Richland Hill, Th a nng CK Card. Th lin kt sinh vin l loi th tch hp y cc tnh nng ca Th a Nng ng , ng thi ng dng cng ngh th t vo qun l sinh vin nh: qun l ra vo th vin, ra vo phng my vi tnh, thanh ton hc ph, hc bng ca sinh vin qua th,.. v mt s cc ng dng khc ph hp vi tnh nng u vit nht ca cng ngh th t hin nay. Th a Nng Richland Hill gip khch hng c c hi t ch v rt thm mua cn h trong khu phc hp Richland Hill; c cp nht thng tin v d n Richland Hill v thng tin cc d n khc ca Cng ty Vn Thi Thnh; c s dng cc tin ch v tnh nng ca th nh Th a nng ng . Th a nng CK Card c pht hnh ring cho cc nh u t chng khon. 2.4. Cht lng dch v: Cht lng dch v l mt khi nim gy nhiu ch v tranh ci trong cc ti liu nghin cu bi v cc nh nghin cu gp nhiu kh khn trong vic nh ngha

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v o lng cht lng dch v m khng h c s thng nht no (Wisniewski, 2001). Cht lng dch v c nh ngha bng nhiu cch khc nhau ty thuc vo i tng nghin cu v mi trng nghin cu. Cht lng dch v l mc m mt dch v p ng c nhu cu v s mong i ca khch hng (Lewis & Mitchell, 1990; Asubonteng & ctg, 1996; Wisniewski & Donnelly, 1996). Edvardsson, Thomsson & Ovretveit (1994) cho rng cht lng dch v l dch v p ng c s mong i ca khch hng v lm tho mn nhu cu ca h. Theo Parasuraman & ctg (1985, 1988), cht lng dch v l khong cch gia s mong i ca khch hng v nhn thc ca h khi s dng qua dch v. Trong mt thi gian di, nhiu nh nghin cu c gng nh ngha v o lng cht lng dch v. Ly v d, Lehtinen & Lehtinen (1982) cho l cht lng dch v phi c nh gi trn hai kha cnh, (1) qu trnh cung cp dch v v (2) kt qu ca dch v. Gronroos (1984) cng ngh hai lnh vc ca cht lng dch v, l (1) cht lng k thut v (2) cht lng chc nng. Parasuraman & ctg (1985) a ra m hnh nm khong cch v nm thnh phn cht lng dch v, gi tt l SERVQUAL. Nghin cu tp trung vo m hnh SERVQUAL v m hnh Cht lng k thut/ Cht lng chc nng. 2.4.1. 1.1.1.1. M hnh SERVQUAL: M hnh nm khong cch cht lng dch v:

Parasuraman & ctg (1985, 1988) a ra m hnh nm khong cch cht lng dch v. M hnh ny c trnh by Hnh 2.1. Khong cch th nht xut hin khi c s khc bit gia k vng ca khch hng v cht lng dch v v nh qun tr dch v cm nhn v k vng ca khch hng. im c bn ca s khc bit ny l do cng ty dch v khng hiu c ht nhng c im no to nn cht lng ca dch v mnh cng nh cch thc chuyn giao chng cho khch hng tha mn nhu cu ca h. Khong cch th hai xut hin khi cng ty dch v gp kh khn trong vic chuyn i nhn thc ca mnh v k vng ca khch hng thnh nhng c tnh

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ca cht lng. Trong nhiu trng hp, cng ty c th nhn thc c k vng ca khch hng thnh nhng khng phi cng ty lun c th chuyn i k vng ny thnh nhng tiu ch c th v cht lng v chuyn giao chng theo ng k vng cho khch hng nhng c tnh ca cht lng dch v. Nguyn nhn chnh ca vn ny l kh nng chuyn mn ca i ng nhn vin dch v cng nh dao ng qu nhiu v cu dch v. C nhng lc cu v dch v qu cao lm cho cng ty khng p ng kp.Dch v k vng

KHCH HNG

Khong cch 5 Dch v cm nhn

Dch v chuyn giao

Khong cch 4

Thng tin n khch hng

Khong cch 1

Khong cch 3 Chuyn i cm nhn ca cng ty thnh tiu ch cht lng

Khong cch 2 Nhn thc ca cng ty v k vng ca khch hng

NH TIP TH

Ngun: Parasuraman & ctg (1985: 44) Hnh 2.1: M hnh cht lng dch v. Khong cch th ba xut hin khi nhn vin phc v khng chuyn giao dch v cho nhng khch hng theo nhng tiu ch c xc nh. Trong dch v, cc nhn vin c lin h trc tip vi khch hng, ng vai tr quan trng trong qu

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trnh to ra cht lng. Tuy nhin, khng phi lc no cc nhn vin cng c th hon thnh nhim v theo tiu ch ra. Phng tin qung co v thng tin cng tc ng vo k vng ca khch hng v cht lng dch v. Nhng ha hn trong cc chng trnh qung co khuyn mi c th lm gia tng k vng ca khch hng nhng cng s lm gim cht lng m khch hng cm nhn c khi chng khng c thc hin theo nhng g ha hn. y l khong cch th t. Khong cch th nm xut hin khi c s khc bit gia cht lng v k vng bi khch hng v cht lng h cm nhn c. Cht lng dch v ph thuc vo khong cch th nm ny. Mt khi khch hng nhn thy khng c s khc bit gia cht lng h k vng v cht lng h cm nhn c khi tiu dng mt dch v th cht lng ca dch v c xem l hon ho. 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 . Ngha l cc khong cch 1, 2, 3, 4. 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 ny. M hnh cht lng dch v theo cc nh nghin cu ny c th c biu din nh sau: CLDV = F((KC_5 = f (KC_1, KC_2, KC_3, KC_4)) Trong , CLDV l cht lng dch v v KC_1, KC_2, KC_3, KC_4, KC_5 l cc khong cch cht lng 1, 2, 3, 4, 5. 2.4.1.1. Thnh phn cht lng dch v: M hnh cht lng dch v ca Prasuraman & ctg (1985) cho ta bc tranh tng th v cht lng dch v. Parasuraman & ctg (1985) cho rng, bt k dch v no, cht lng dch v cm nhn bi khch hng c th m hnh thnh 10 thnh phn, l: 1. Tin cy (reliability) ni ln kh nng thc hin dch v ph hp v ng thi hn ngay t ln u tin.

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2. 3.

p ng (responsiveness) ni ln s mong mun v sn sng ca nhn vin phc v cung cp dch v cho khch hng. Nng lc phc v (competence) ni ln trnh chuyn mn thc hin dch v. Kh nng phc v biu hin khi nhn vin tip xc vi khch hng, nhn vin trc tip thc hin dch v, kh nng nghin cu nm bt thng tin lin quan cn thit cho vic phc v khch hng.

4.

Tip cn (access) lin quan n vic to mi iu kin d dng cho khch hng trong vic tip cn dch v nh rt ngn thi gian ch i ca khch hng, a im phc v v gi m ca thun li cho khch hng.

5. 6.

Lch s (courtesy) ni ln tnh cch phc v nim n tn trng v thn thin vi khch hng. Thng tin (communication) lin quan n vic giao tip, thng t cho khch hng bng ngn ng m h hiu bit d dng v lng nghe nhng vn lin quan n h nh gii thch dch v, chi ph, gii quyt khiu ni thc mc.

7.

Tn nhim (credibility) ni ln kh nng to lng tin cho khch hng, lm cho khch hng tin cy vo cng ty. Kh nng ny th hin qua tn tui ca cng ty, nhn cch ca nhn vin phc v giao tip trc tip vi khch hng.

8.

An ton (security) lin quan n kh nng m bo s an ton cho khch hng, th hin qua s an ton v vt cht, ti chnh cng nh bo mt thng tin.

9.

Hiu bit khch hng (understading/knowing the customer) th hin qua kh nng hiu bit nhu cu ca khch hng thng qua vic tm hiu nhng i hi ca khch hng, quan tm n c nhn h v nhn dng c khch hng thng xuyn.

10. Phng tin hu hnh (tangibles) th hin qua ngoi hnh, trang phc ca nhn vin phc v, cc trang thit b phc v cho dch v.

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M hnh mi thnh phn cht lng dch v nu trn c u im l bao qut hu ht mi kha cnh ca dch v. Tuy nhin, m hnh ny c nhc im l phc tp trong vic o lng. Hn na m hnh ny mang tnh l thuyt, c th s c nhiu thnh phn ca m hnh cht lng dch v khng t c gi tr phn bit. Chnh v vy cc nh nghin cu ny nhiu ln kim nh m hnh ny v i n kt lun l cht lng dch v bao gm nm thnh phn c bn, l: 1. 2. 3. 4. 5. 2.4.2. Tin cy (reliability): th hin qua kh nng thc hin dch v ph hp v ng thi hn ngay t ln u tin. p ng (resposiveness): th hin qua s mong mun, sn sng ca nhn vin phc v cung cp dch v kp thi cho khch hng. Nng lc phc v (assurance) th hin qua trnh chuyn mn v cung cch phc v lch s, nim n vi khch hng. ng cm (empathy): th hin s quan tm, chm sc n tng c nhn, khch hng. Phng tin hu hnh (tangibles): th hin qua ngoi hnh, trang phc ca nhn vin, cc trang thit b phc v cho dch v. M hnh cht lng k thut/ cht lng chc nng: (Technical/Functional Quality): M hnh cht lng dch v ca Gronroos vo nm 1983 cho rng cht lng dch v c xem xt da trn hai tiu ch l cht lng k thut (Technical quality) v cht lng chc nng (Functional quality). Cht lng k thut l nhng g c phc v, v d nh h thng my vi tnh ha, cc gii php k thut, cng ngh. Cht lng chc nng l chng c phc v nh th no. V d ca cht lng chc nng bao gm thi , hnh vi ca nhn vin i vi khch hng, 2.5. hng: 2.5.1. Khi nim s tha mn ca khch hng: Mi quan h gia cht lng dch v v s tha mn ca khch

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S tha mn ca khch hng c xem l nn tng trong khi nim ca marketing v vic tha mn nhu cu v mong c ca khch hng (Spreng, MacKenzie, & Olshavsky, 1996). Khch hng c tha mn l mt yu t quan trng duy tr c thnh cng lu di trong kinh doanh v cc chin lc kinh doanh ph hp nhm thu ht v duy tr khch hng (Zeithaml & ctg, 1996). C nhiu quan im nh gi khc nhau v s tha mn ca khch hng. S tha mn ca khch hng l phn ng ca h v s khc bit cm nhn gia kinh nghim bit v s mong i (Parasuraman & ctg, 1988; Spreng & ctg, 1996; Terry, 2002). Ngha l, kinh nghim bit ca khch hng khi s dng mt dch v v kt qu sau khi dch v c cung cp. Theo Kotler & Keller (2006), s tha mn l mc ca trng thi cm gic ca mt ngi bt ngun t vic so snh nhn thc v mt sn phm so vi mong i ca ngi . Theo , s tha mn c ba cp sau: 2.5.2. hng: Mi quan h gia cht lng dch v v s tha mn ca khch hng l ch c cc nh nghin cu a ra bn lun lin tc trong cc thp k qua. Nhiu nghin cu v s tha mn ca khch hng trong cc ngnh dch v c thc hin (v d: Fornell 1992) v nhn chung u kt lun rng cht lng dch v v s tha mn l hai khi nim c phn bit (Bitner, 1990; Boulding & ctg, 1993) (trch t Lassar & ctg, 2000). S tha mn ca khch hng l mt khi nim tng qut ni ln s hi lng ca h khi tiu dng mt dch v, cn ni n cht lng dch v l quan tm n cc thnh phn c th ca dch v (Zeithaml & Bitner, 2000). Nu nhn thc ca khch hng nh hn k vng th khch hng cm nhn khng tha mn. Nu nhn thc bng k vng th khch hng cm nhn tha mn. Nu nhn thc ln hn k vng th khch hng cm nhn l tha mn hoc thch th. Mi quan h gia cht lng dch v v s tha mn ca khch

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Oliver (1993) cho rng cht lng dch v nh hng n mc tha mn ca khch hng. Ngha l, cht lng dch v - c xc nh bi nhiu nhn t khc nhau - l mt phn nhn t quyt nh ca s tha mn (Parasuraman, 1985, 1988). Nhiu cng trnh nghin cu thc tin v mi quan h gia cht lng dch v v s tha mn ca khch hng. Cronin & Taylor (1992) kim nh mi quan ny v kt lun rng cm nhn cht lng dch v dn n s tha mn ca khch hng. Cc nghin cu kt lun rng cht lng dch v l tin ca s tha mn (Cronin & Taylor,1992; Spreng & Mackoy, 1996) v l nhn t ch yu nh hng n s tha mn (Ruyter, Bloemer, Peeters, 1997). 2.6. 2.6.1. M hnh nghin cu v thang o: M hnh nghin cu: Cht lng dch v theo m hnh SERVQUAL: Thang o SERVQUAL l thang o cht lng dch v c s dng ph bin nht. M hnh v thang o SERVQUAL khng ch c s dng nghin cu trong lnh vc marketing m cn c s dng rng ri trong cc lnh vc khc (Brown & ctg, 1993) nh dch v chm sc sc kho (Babakus & Mangold, 1992, Bebko & Garg, 1995), dch v ngn hng v dch v git kh (Cronin & Taylor, 1992), dch v bn l (Teas, 1993) (trch t Asubonteng & ctg, 1996), dch v tn dng (H Tn t, 2004), dch v siu th (Nguyn Th Mai Trang & Nguyn nh Th, 2003), v.v Tuy nhin, kt qu kim nh cho thy cht lng dch v khng thng nht vi nhau tng ngnh dch v v tng th trng khc nhau, chng hn nh Mels & ctg (1997) kt lun rng cht lng dch v ch bao gm hai thnh phn, Nguyn nh Th & ctg (2003) kim nh SERVQUAL cho th trng khu vui chi gii tr ngoi tri ti Thnh ph H Ch Minh cho thy cht lng dch v gm bn thnh phn (trch t Nguyn nh Th & ctg, 2003), Nguyn Th Mai Trang & ctg (2003) kim nh SERVQUAL cho cht lng dch v siu th gm nm thnh phn, v.v

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Theo nghin cu ny, cht lng dch v ngn hng in t theo m hnh SERVQUAL gm nm thnh phn: tin cy, p ng, nng lc phc v, ng cm v phng tin hu hnh. Ngoi ra, theo phn tch mi quan h gia cht lng dch v v s hi lng ca khch hng phn 2.5.2, m hnh nghin cu mi quan h gia cht lng dch v v s tha mn ca khch hng v dch v ngn hng in t theo m hnh SERVQUAL nh sau:

Tin cy (Reliability)

H1.1

p ng (Responsibility)

H1.2

Nng lc phc v (Assurance)

H1.3

S tha mn (Satisfaction)

ng cm (Empathy)

H1.4

Phng tin hu hnh (tangibles)

H1.5

Hnh 2.2: Mi quan h gia cht lng dch v ngn hng in t v s tha mn ca khch hng theo m hnh SERVQUAL. Cht lng dch v theo m hnh Cht lng k thut/ Cht lng chc nng: Ngoi m hnh SERVQUAL, m hnh Cht lng k thut/ Cht lng chc nng ca Gronroos l m hnh o lng cht lng dch v cng c xem l kh ph bin (Arona & Stoner, 1996). M hnh ny mc d cha c kim nh rng ri nh m hnh SERVQUAL, nhng n c c mt s nghin cu thc t nh o lng cht lng dch v trong lnh vc thit k kin trc (Baker & Lamb, 1993), k ton (Higgins & Ferguson, 1991), dch v giao bnh pizza (Allaway,

26

1993) (trch t Lassar & ctg, 2000), dch v ngn hng (Lassar & ctg, 2000), dch v th vin (Trn Xun Thu Hng, 2007), v.v Theo nghin cu ny, cht lng dch v ngn hng in t theo m hnh Cht lng k thut/ Cht lng chc nng gm hai thnh phn: cht lng k thut v cht lng chc nng. Ngoi ra, theo phn tch mi quan h gia cht lng dch v v s hi lng ca khch hng phn 2.5.2, m hnh nghin cu mi quan h gia cht lng dch v v s tha mn ca khch hng v dch v ngn hng in t theo m hnh Cht lng k thut/ Cht lng chc nng nh sau:

Cht lng k thut (Technical quality)

H2.1 S tha mn (Satisfaction)

Cht lng chc nng (Functional quality)

H2.2

Hnh 2.3: Mi quan h gia cht lng dch v ngn hng in t v s tha mn ca khch hng theo m hnh Cht lng k thut/ Cht lng chc nng. Nh vy, da theo m hnh cht lng dch v SERVQUAL, m hnh Cht lng k thut/ Cht lng chc nng, da theo m hnh nghin cu s tha mn v cm nhn cht lng dch v ngn hng (Lassar & ctg, 2000) v da trn phn tch mi quan h gia cht lng dch v v s tha mn ca khch hng mc 2.5.2, m hnh nghin cu mi quan h gia cht lng dch v ngn hng in t v s tha mn ca khch hng nh sau:

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Tin cy (Reliability)

H1.1

p ng (Responsibility)

H1.2

H2.1

Cht lng chc nng (Functional quality)

Nng lc phc v (Assurance)

H1.3

S tha mn (Satisfaction)

ng cm (Empathy)

H1.4

H2.2

Cht lng k thut (Technical quality)

Phng tin hu hnh (tangibles)

H1.5

M hnh 2.4a

M hnh 2.4b

Hnh 2.4: M hnh mi quan h gia cht lng dch v ngn hng in t v s tha mn ca khch hng. Mt s gi thuyt c t ra cho m hnh nghin cu nh sau: H1.1: Thnh phn tin cy c khch hng nh gi cng nhiu th s tha mn ca khch hng cng cao v ngc li. Hay ni cch khc, thnh phn tin cy v s tha mn ca khch hng c quan h cng chiu. H1.2: Thnh phn p ng c khch hng nh gi cng cao th s tha mn ca khch hng cng cao v ngc li. Hay ni cch khc, thnh phn p ng v s tha mn ca khch hng c quan h cng chiu. H1.3: Thnh phn nng lc phc v c khch hng nh gi cng cao th s tha mn ca khch hng cng cao v ngc li. Hay ni cch khc, thnh phn nng lc phc v v s tha mn ca khch hng c quan h cng chiu. H1.4: Thnh phn ng cm c khch hng nh gi cng cao th s tha mn ca khch hng cng cao v ngc li. Hay ni cch khc, thnh phn ng cm v s tha mn ca khch hng c quan h cng chiu.

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H1.5: Thnh phn phng tin hu hnh c khch hng nh gi cng cao th s tha mn ca khch hng cng cao v ngc li. Hay ni cch khc, thnh phn phng tin hu hnh v s tha mn ca khch hng c quan h cng chiu. H2.1: Thnh phn cht lng dch v chc nng c khch hng nh gi cng cao th s tha mn ca khch hng cng cao v ngc li. Hay ni cch khc, thnh phn cht lng dch v chc nng v s tha mn ca khch hng c quan h cng chiu. H2.2: Thnh phn cht lng dch v k thut c khch hng nh gi cng cao th s tha mn ca khch hng cng cao v ngc li. Hay ni cch khc, thnh phn cht lng dch v k thut v s tha mn ca khch hng c quan h cng chiu. H1: M hnh 2.4a v 2.4b o lng s tha mn ca khch hng v cht lng dch v ngn hng in t ca cc ngn hng thng mi trn a bn Thnh ph H Ch Minh l tt nh nhau. 2.6.2. Cc thang o: Nghin cu s dng thang o Likert 7 im vi 1 l hon ton phn i v 7 l hon ton ng . 2.6.2.1. Thang o cht lng dch v ngn hng in t theo m hnh SERVQUAL: Thang o cht lng dch v ngn hng in t theo m hnh SERVQUAL gm 21 bin quan st o lng nm thnh phn ca cht lng dch v. Trong , (1) thnh phn tin cy gm nm bin quan st, (2) thnh phn p ng gm ba bin quan st, (3) thnh phn nng lc phc v gm bn bin quan st, (4) thnh phn ng cm gm bn bin quan st, (5) thnh phn phng tin hu hnh gm nm bin quan st, c th nh sau: Thnh phn tin cy: 1. 2. Ngn hng lun thc hin ng nhng g ha. Khi anh / ch c thc mc hay khiu ni, ngn hng lun gii quyt tha ng.

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3. 4. 5.

Ngn hng thc hin dch v ngn hng in t ng ngay t ln u tin. Ngn hng cung cp dch v ngn hng in t ng vo thi im m ngn hng ha. Ngn hng thng bo cho anh / ch khi no th dch v ngn hng in t c thc hin.

Thnh phn p ng: 6. 7. 8. Nhn vin ca ngn hng phc v anh / ch nhanh chng v ng hn. Nhn vin ca ngn hng lun sn sng gip anh / ch. Nhn vin ca ngn hng khng bao gi t ra qu bn rn khng p ng yu cu ca anh / ch. Thnh phn nng lc phc v: 9. Hnh vi ca nhn vin ngn hng ngy cng to s tin tng i vi anh / ch. 10. Anh / ch cm thy an ton khi thc hin giao dch dch v ngn hng in t. 11. Nhn vin ngn hng bao gi cng t ra lch s, nh nhn vi anh / ch. 12. Nhn vin ngn hng c kin thc tr li cc cu hi ca anh / ch. Thnh phn ng cm: 13. Ngn hng th hin s quan tm n c nhn anh / ch. 14. Ngn hng c nhng nhn vin th hin s quan tm n c nhn anh / ch. 15. Ngn hng th hin s ch c bit n nhng quan tm nhiu nht ca anh / ch. 16. Nhn vin ngn hng hiu c nhng nhu cu c bit ca bn. Thnh phn phng tin hu hnh: 17. Ngn hng c trang thit b hin i. 18. C s vt cht ca ngn hng trng hp dn. 19. Nhn vin ca ngn hng c trang phc gn gng, lch s.

30

20. Cc phng tin vt cht trong hot ng dch v rt hp dn ti ngn hng. 21. Ngn hng b tr thi gian lm vic thun tin cho vic giao dch dch v ngn hng in t. 2.6.2.2. Thang o cht lng dch v ngn hng in t theo m hnh Cht lng k thut/ Cht lng chc nng: Cht lng dch v ngn hng in t theo Gronroos (1983) c o lng bng 16 bin. Trong , (1) cht lng dch v chc nng c o lng bi 7 bin v (2) cht lng dch v k thut c o lng bng 9 bin, c th nh sau: Cht lng dch v chc nng: 1. 2. 3. 4. 5. 6. 7. 8. 9. Nhn vin ngn hng c x lch s v thn thin vi anh / ch. Nhn vin ngn hng c kh nng gii thch tha ng vi anh / ch. Nhn vin ngn hng c kh nng gii p tha ng vi anh / ch v cc loi dch v ngn hng in t v cc chnh sch ca ngn hng. Nhn vin ngn hng bo mt thng tin ca anh / ch. Nhn vin ngn hng lun sn sng tr li cc cu hi ca anh / ch. Ngn hng lun p ng cc yu cu ca anh / ch. Ngn hng lun thc hin ng v chnh xc cc giao dch ca anh / ch. Ngn hng lun cung cp thng tin v ti khon v s d mt cch nhanh chng. Vic chuyn giao thng tin ca ngn hng rt ng tin cy. t ca anh / ch. 11. Anh / ch thc hin khu chi d dng ti ngn hng. 12. Chi ph ca cc dch v ngn hng in t cnh tranh. 13. Ngn hng c mc li sut cnh tranh. 14. Ngn hng lun gi bo co kt qu ng lc. 10. Ngn hng lun sng sng p ng cc nhu cu v dch v ngn hng in

Cht lng dch v k thut:

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15. Anh / ch s dng dch v ngn hng in t mt cch d dng v thng xuyn. 16. Ngn hng rt ch tm n nhu cu ca anh / ch. 2.6.2.3. Thang o s tha mn ca khch hng v cht lng dch v ngn hng in t: Da trn nghin cu ca Lassar & ctg (2000), thang o s tha mn ca khch hng gm ba bin quan st nh sau: 1. 2. 3. 2.7. Anh / ch hon ton hi lng vi cht lng dch v ngn hng in t ca ngn hng.Anh / ch s gii thiu dch v ngn hng in t ca ngn hng cho

nhng ngi khc. Trong thi gian ti, anh / ch vn tip tc s dng dch v ngn hng in t ca ngn hng. Tm tt chng 2: Chng ny trnh by c s l thuyt v dch v v tng quan v ngn hng in t, dch v ngn hng in t v tnh hnh cung ng dch v ngn hng in t ti mt s ngn hng trn a bn Thnh ph H Ch Minh. Chng ny trnh by cc c s l thuyt cht lng dch v. Cht lng dch v ph thuc vo khong cch gia mc k vng ca khch hng i vi dch v v mc cm nhn ca h i vi dch v . C nhiu m hnh o lng cht lng dch v. Cht lng dch v theo m hnh SERVQUAL gm nm thnh phn chnh, l thnh phn tin cy, thnh phn p ng, thnh phn nng lc phc v, thnh phn ng cm, thnh phn phng tin hu hnh. Cht lng dch v theo m hnh Cht lng k thut/ Cht lng chc nng gm hai thnh phn: cht lng k thut v cht lng chc nng. Chng ny cng a ra l thuyt v cc gi thuyt v mi quan h gia cht lng dch v ngn hng in t v s tha mn ca khch hng. ng thi, thang o nhp cng c xy dng. Chng tip theo s trnh by v phng php nghin cu.

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Chng 3: PHNG PHP NGHIN CU3.1. Gii thiu: Chng 2 trnh by v c s l lun v m hnh nghin cu c xy dng trn cc gi thuyt. Chng 3 s gii thiu phng php nghin cu kim nh m hnh l thuyt cng cc gi thuyt ra. 3.2. Phng php nghin cu:

C s l thuyt

Thang o nhp

Nghin cu s b: - Tho lun nhm. - Phng vn th

Nghin cu chnh thc: Nghin cu nh lng, n =195

Thang o chnh thc

iu chnh

Cronbach alpha

- Loi cc bin c h s tng quan bin tng nh. - Kim tra h s alpha.

Phn tch nhn t khm ph EFA

- Loi cc bin c trng s EFA nh. - Kim tra yu t trch c. - Kim tra phng sai trch c

Thang o hon chnh

Phn tch hi quy

So snh 2 m hnh SERVQUAL v m hnh Cht lng k thut/ Cht lng chc nng

Hnh 3.1: Quy trnh thc hin nghin cu.

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Nghin cu ny c thc hin thng qua hai bc chnh: nghin cu s b v nghin cu chnh thc (xem Hnh 3.1) 3.2.1. Nghin cu s b: 3.2.1.1. Tho lun nhm: Nghin cu s b c thc hin thng qua phng php nghin cu nh tnh tho lun nhm. Nhm tho lun 10 ngi vi tui t 20 n 30. Nghin cu ny dng iu chnh v b sung thang o cht lng dch v SERVQUAL v thang o cht lng k thut/ cht lng chc nng sao cho ph hp vi dch v ngn hng in t. Cc cu hi trong dn bi tho nhm nm trong phn ph lc 1.1 v kt qu tho lun nhm nm trong ph lc 1.2. 3.2.1.2. Thit k bng cu hi kho st: Sau qu trnh tho lun nhm, bng cu hi c thit k gm hai phn nh sau: Phn I ca bng cu hi c thit k thu thp s nh gi ca khch hng v cht lng dch v ngn hng in t v s tha mn ca khch hng. Phn II ca bng cu hi l cc thng tin phn loi i tng phng vn. Bng cu hi sau khi c thit k xong c dng phng vn th 15 ngi kim tra mc r rng ca bng cu hi v thng tin thu v. Sau khi iu chnh bng cu hi, bng cu chnh thc (xem ph lc 1.3) c gi i phng vn. Phn I ca bng cu hi chnh thc c thit k gm 37 bin quan st. Trong , 21 bin quan st u tin c s dng o lng cht lng dch v ngn hng in t theo m hnh SERVQUAL, 13 bin quan st k tip dng o lng cht lng dch v ngn hng in t theo m hnh Cht lng k thut/ Cht lng chc nng v 3 bin quan st cui cng l o lng s tha mn ca khch hng v cht lng dch v ngn hng in t. 3.2.1.3. Thang o hiu chnh: Thang o cht lng dch v theo m hnh SERVQUAL sau khi hiu chnh vn gm 21 bin quan st. Trong , (1) thnh phn tin cy gm 5 bin quan st, (2) thnh phn p ng gm 3 bin quan st, (3) thnh phn nng lc phc v gm 4

34

bin quan st, (4) thnh phn ng cm gm 4 bin quan st, (5) thnh phn phng tin hu hnh gm 5 bin quan st. Thang o cht lng dch v theo m hnh Cht lng k thut / Cht lng chc nng sau khi hiu chnh cn li 13 bin quan st. Trong , (1) cht lng chc nng gm 6 bin quan st v (2) cht lng k thut gm 7 bin quan st. Thang o s tha mn ca khch hng gm 3 bin quan st vn c gi li nh ban u. 3.2.2. Nghin cu chnh thc (nghin cu nh lng): Nghin cu chnh thc c thc hin bng phng php nghin cu nh lng. Nghin cu nh lng nhm kim nh li cc thang o trong m hnh nghin cu thng qua bng cu hi kho st. 3.2.2.1. Phng php thu thp thng tin v c mu: Thng tin d liu c thu thp thng qua iu tra cc khch hng c nhn ca cc ngn hng thng mi ln trn a bn Thnh ph H Ch Minh. K thut phng vn trc din v phng vn thng qua mng Internet c s dng thu thp d liu. Mu c chn theo phng php thun tin. Phng php phn tch d liu ch yu c s dng trong nghin cu ny l phng php phn tch nhn t khm ph EFA v phn tch hi quy bi. Theo Hair & ctg (1998), c th phn tch nhn t khm ph cn thu thp d liu vi kch thc mu l t nht 5 mu trn 1 bin quan st. M hnh nghin cu c s bin quan st l 37. Nu theo tiu chun nm mu cho mt bin quan st th kch thc mu cn thit l n = 185 (37 x 5). t c kch thc mu ra, 260 bng cu hi c gi i phng vn. 3.2.2.2. K hoch phn tch d liu: Trc ht, thang o s c m ho theo nh Bng 3.1.

35

Bng 3.1: M ha cc thang o cht lng dch v ngn hng in t.STT M ha Din gii Ngn hng lun thc hin cc dch v in t (qun l ti khon, thanh ton ha n, chuyn tin in t, ) ng nh nhng g ha Khi anh / ch c thc mc hay khiu ni, ngn hng lun gii quyt tha ng Ngn hng thc hin dch v ngn hng in t ng ngay t ln u tin Ngn hng cung cp dch v ngn hng in t ng vo thi im m ngn RLI04 RLI05 hng ha. Ngn hng thng bo cho anh / ch khi no th dch v ngn hng in t c thc hin Nhn vin ca ngn hng phc v anh / ch mt cch tn tnh Nhn vin ca ngn hng lun sn sng gip anh / ch Thnh phn tin cy (RLI) 1 2 3 4 5 RLI01 RLI02 RLI03

Thnh phn p ng (RSP) 6 7 8 9 10 11 12 13 14 15 16 17 18 19 RSP06 RSP07

Nhn vin ca ngn hng lun phc v anh / ch chu o trong gi cao im RSP08 Thnh phn nng lc phc v (ASR) ASR09 ASR10 ASR11 ASR12 EMP13 EMP14 EMP15 EMP16 TNG17 TNG18 TNG19 Nhn vin ngn hng ngy cng to s tin tng i vi anh / ch Anh / ch cm thy an ton khi s dng dch v ngn hng in t ca ngn hng Nhn vin ngn hng bao gi cng t ra lch s, nh nhn vi anh / ch Nhn vin ngn hng c kin thc chuyn mn tr li cc cu hi ca anh / ch Ngn hng th hin s quan tm n c nhn anh / ch Ngn hng c nhng nhn vin th hin s quan tm n c nhn anh / ch Ngn hng th hin s ch c bit n nhng quan tm nhiu nht ca anh / ch Nhn vin ngn hng hiu c nhng nhu cu c bit v li ch ca anh / ch Ngn hng c trang thit b hin i C s vt cht ca ngn hng trng hp dn, trang web ca ngn hng trng chuyn nghip Nhn vin ca ngn hng c trang phc gn gng, lch s

Thnh phn ng cm (EMP)

Thnh phn phng tin hu hnh (TNG)

36

Cc phng tin vt cht trong hot ng dch v rt hp dn ti ngn hng 20 TNG20 (trang web ca ngn hng v cc thit b d dng tip cn khi thc hin giao dch in t) 21 Ngn hng b tr thi gian lm vic v phng tin vt cht thun tin cho vic TNG21 giao dch in t Nhn vin ngn hng c x lch s v thn thin vi anh / ch Nhn vin ngn hng c kin thc v nng lc chuyn mn gii thch tha 23 24 25 26 27 FQU23 FQU24 FQU25 FQU26 ng vi anh / ch v cc loi dch v ngn hng in t v cc chnh sch ca ngn hng Nhn vin ngn hng bo mt thng tin ca anh / ch Nhn vin ngn hng lun sn sng tr li cc thc mc ca anh / ch Ngn hng lun p ng cc yu cu ca anh / ch

Thnh phn cht lng dch v chc nng (FQU) 22 FQU22

Ngn hng lun thc hin ng v chnh xc cc giao dch ca anh / ch FQU27 Thnh phn cht lng k thut (TQU) 28 29 30 31 32 33 34 TQU28 TQU29 TQU30 TQU31 TQU32 TQU33 Ngn hng lun sn sng p ng cc nhu cu v dch v ngn hng in t ca anh / ch iu kin thu chi c thc hin d dng v thun tin thng qua ti khon th Chi ph ca cc dch v ngn hng in t cnh tranh Ngn hng c mc li sut cnh tranh Ngn hng lun gi bo co kt qu cc giao dch v s d ng lc Dch v ngn hng in t ca ngn hng rt d dng v thun tin cho anh / ch s dng

Ngn hng rt quan tm n nhu cu pht sinh ca anh / ch TQU34 Thang o s tha mn (SAS) 35 36 37 SAS35 Anh / ch hon ton hi lng vi cht lng dch v ngn hng in t ca ngn hng Anh / ch s gii thiu dch v ngn hng in t ca ngn hng cho nhng SAS36 SAS37 ngi khc Trong thi gian ti, anh / ch vn tip tc s dng dch v ngn hng in t ca ngn hng

37

Cc d liu sau khi thu thp s c lm sch v x l bng phn mm SPSS 11.5. Mt s phng php phn tch c s dng trong nghin cu nh sau: 3.2.2.2.1. Lp bng tn s m t mu thu thp theo cc thuc tnh nh gii tnh, tui, trnh hc vn, v.v 3.2.2.2.2. Cronbach alpha: Phng php ny cho php ngi phn tch loi b cc bin khng ph hp v hn ch cc bin rc trong qu trnh nghin cu v nh gi tin cy ca thang o bng h s thng qua h s Cronbach alpha. Nhng bin c h s tng quan bin tng (item-total correlation) nh hn 0.3 s b loi. Thang o c h s Cronbach alpha t 0.6 tr ln l c th s dng c trong trng hp khi nim ang nghin cu mi (Nunnally, 1978; Peterson, 1994; Slater, 1995). Thng thng, thang o c Cronbach alpha t 0.7 n 0.8 l s dng c. Nhiu nh nghin cu cho rng khi thang o c tin cy t 0.8 tr ln n gn 1 l thang o lng tt. 3.2.2.2.3. Phn tch nhn t khm ph EFA (exploratory factor analysis): Sau khi nh gi tin cy ca thang o bng h s Cronbach alpha v loi i cc bin khng m bo tin cy. Phn tch nhn t khm ph l k thut c s dng nhm thu nh v tm tt cc d liu. Phng php ny rt c ch cho vic xc nh cc tp hp bin cn thit cho vn nghin cu v c s dng tm mi quan h gia cc bin vi nhau. Trong phn tch nhn t khm ph, tr s KMO (Kaiser-Meyer Olkin) l ch s dng xem xt s thch hp ca phn tch nhn t. Tr s KMO phi c gi tr trong khong t 0.5 n 1 th phn tch ny mi thch hp, cn nu nh tr s ny nh hn 0.5 th phn tch nhn t c kh nng khng thch hp vi cc d liu. Ngoi ra, phn tch nhn t cn da vo eigenvalue xc nh s lng nhn t. Ch nhng nhn t c eigenvalue ln hn 1 th mi c gi li trong m hnh. i lng eigenvalue i din cho lng bin thin c gii thch bi nhn t . Nhng nhn t c eigenvalue nh hn 1 s khng c tc dng tm tt thng tin tt hn mt bin gc.

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Mt phn quan trng trong bng kt qu phn tch nhn t l ma trn nhn t (component matrix) hay ma trn nhn t khi cc nhn t c xoay (rotated component matrix). Ma trn nhn t cha cc h s biu din cc bin chun ha bng cc nhn t (mi bin l mt a thc ca cc nhn t). Nhng h s ti nhn t (factor loading) biu din tng quan gia cc bin v cc nhn t. H s ny cho bit nhn t v bin c lin quan cht ch vi nhau. Nghin cu s dng phng php trch nhn t principal components nn cc h s ti nhn t phi c trng s ln hn 0.5 th mi t yu cu. 3.2.2.2.4. Xy dng phng trnh hi quy v so snh hai m hnh cht lng: Sau khi rt trch c cc nhn t t phn tch nhn t khm ph EFA, d tm cc vi phm gi nh cn thit trong m hnh hi quy tuyn tnh bi nh kim tra phn d chun ha, kim tra h s phng i phng sai VIF (Variance inflation factor VIF). Nu cc gi nh khng b vi phm, m hnh hi quy tuyn tnh c bi c xy dng. V h s R2 c iu chnh (adjusted R square) cho bit m hnh hi quy c xy dng ph hp n mc no. Bng cch so snh h s R2 hiu chnh, m hnh no c h s R2 hiu chnh ln hn s gii thch s tha mn ca khch hng v cht lng dch v ngn hng in t tt hn. 3.3. Tm tt chng 3: Chng ny trnh by phng php nghin cu gm hai bc chnh: nghin cu s b v nghin cu chnh thc. Nghin cu s b c thc hin bng nghin cu nh tnh thng qua tho lun nhm v phng vn th. Nghin cu chnh thc c thc hin bng nghin cu nh lng. Chng ny cng trnh by k hoch phn tch d liu thu thp c. Chng tip theo trnh by c th kt qu kim nh.

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Chng 4: KT QU NGHIN CU4.1. M t mu: Tng s bng cu hi c pht ra l 260 bng, thu v l 214 bng. Trong s 214 bng thu v c 19 bng khng hp l do b thiu nhiu thng tin. Kt qu l 195 bng cu hi hp l c s dng lm d liu cho nghin cu. Bng 4.1: Mu phn b theo phn loi i tng phng vn.Frequency Ngn hng Chu (ACB) Nng nghip v Pht trin nng thn Vit Nam (Agribank) u t v pht trin Vit Nam (BIDV) TMCP Xut nhp khu Vit Nam (Eximbank) HSBC ng (DongA Bank) TMCP Si Gn Thng Tn (Sacombank) TMCP K Thng Vit Nam (Techcombank) Ngoi Thng Vit Nam (Vietcombank) VID Public Bank Cng Thng Vit Nam (Vietinbank) Quc T (VIPBank) Total Gii tnh Nam N Total 20 20 14 5 2 36 13 28 43 1 12 1 195 71 124 195 Percent 10.3 10.3 7.2 2.6 1.0 18.5 6.7 14.4 22.1 .5 6.2 .5 100.0 36.4 63.6 100.0 Valid Percent 10.3 10.3 7.2 2.6 1.0 18.5 6.7 14.4 22.1 .5 6.2 .5 100.0 36.4 63.6 100.0 36.4 100.0 Cumulative Percent 10.3 20.5 27.7 30.3 31.3 49.7 56.4 70.8 92.8 93.3 99.5 100.0

Tui

T 20 n 30 T 30 n 40 T 40 n 50 Trn 50 Total

151 41 2 1 195 4 36 137

77.4 21.0 1.0 .5 100.0 2.1 18.5 70.3

77.4 21.0 1.0 .5 100.0 2.1 18.6 70.6

77.4 98.5 99.5 100.0

Trnh hc vn

Ph thng trung hc Trung hc, cao ng i hc

2.1 20.6 91.2

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Sau i hc Total Missing Total Thu nhp hng thng Missing Total System 195 Di 2 triu T 2 n 4 triu T 4 n 7 triu Trn 7 triu Total System 195

17 194 1 100.0 6 84 70 33 193 2 100.0

8.7 99.5 .5

8.8 100.0

100.0

3.1 43.1 35.9 16.9 99.0 1.0

3.1 43.5 36.3 17.1 100.0

3.1 46.6 82.9 100.0

Bng 4.1 cho thy i tng l cc khch hng s dng dch v ngn hng in t ca cc ngn hng: ACB, Agribank, Eximbank, HSBC, DongA Bank, Sacombank, Techcombank, Vietcombank, Do mu kho st l mu thun tin v c phng vn trc tip v qua mng Internet nn phn tn ca mu tng i khng ng u v c s chnh lch kh r rng ti cc ngn hng. Ngn hng Vietcombank l ngn hng c t l phn b mu cao nht - chim 22.1% tng s mu c kho st, trong khi ngn hng VID Public v ngn hng VIP ch chim c 0.5% tng s s mu c kho st cho mi ngn hng. T l kho st mu theo gii tnh cng c s chnh lch r rng do ly mu theo phng php thun tin. Mu thu v chim 36.4% l nam v 63.6% l n. Mu kho st c t l cao nht l 77.4% cho tui t 20 tui n 30 tui v k tip l 21% cho tui t 30 tui n 40 tui cho thy t l mu kho st tng i tr. Nhm tui t 20 n 30 l nhm c s thch ng kh cao i vi nhng i mi trong x hi v y l u im rt ln trong qu trnh ly mu cho nghin cu ny. Theo tiu ch trnh hc vn, t l mu kho st c trnh i hc chim cao nht vi t l l 70.6%, k tip l trnh trung hc cao ng chim 18.6% cho thy mu kho st c trnh hc vn tng i ng u. Theo tiu ch thu nhp hng thng, t l mu c mc thu nhp t 2 triu n 7 triu chim a s, vi t l tng cng l 79.8%. Trong , t l mu c mc thu nhp

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t 2 triu n 4 triu chim 43.5% v mc thu nhp t 4 triu n 7 triu chim 36.3%. 4.2. 4.2.1. nh gi thang o bng h s tin cy Cronbach alpha: Kt qu phn tch thang o cht lng dch v theo m hnh

SERVQUAL: Bng 4.2: H s Cronbach alpha ca cc thnh phn thang o theo m hnh SERVQUAL.Trung bnh Bin quan st thang o nu loi bin Thnh phn tin cy (RLI): Alpha = .7721 RLI01 RLI02 RLI03 RLI04 RLI05 RSP06 RSP07 RSP08 ASR09 ASR10 ASR11 ASR12 EMP13 EMP14 EMP15 EMP16 TNG17 TNG18 TNG19 TNG20 TNG21 20.4615 21.0205 20.4462 20.6256 21.2000 9.8000 9.8205 10.5744 15.8359 15.6256 15.5128 15.6103 12.7128 12.8154 12.9436 12.7897 21.1128 21.2974 20.5692 21.2769 21.4872 20.1570 21.1542 20.5680 20.2663 20.9856 6.0990 6.3233 6.7096 9.7152 11.2663 9.6841 11.1463 16.5666 15.9142 16.3112 17.2391 15.1522 15.0451 15.8753 14.6961 14.2717 .6605 .5134 .5741 .6085 .4022 .7463 .7106 .5975 .6725 .5360 .7356 .6009 .7354 .7331 .7639 .6559 .6343 .5985 .5758 .6668 .5984 .4755 .2783 .4198 .4336 .1883 .5844 .5534 .3606 .4710 .2962 .5527 .3955 .5867 .5514 .5980 .4596 .4391 .4228 .3623 .4671 .3938 .6933 .7404 .7202 .7088 .7871 .6956 .7326 .8449 .7486 .8111 .7170 .7825 .8273 .8284 .8160 .8585 .7793 .7894 .7959 .7694 .7918 Phng sai thang o nu loi bin Tng quan bin tng Bnh phng h s tng quan bi Alpha nu loi bin ny

Thnh phn p ng (RSP): Alpha = .8262

Thnh phn nng lc phc v (ASR): Alpha = .8146

Thnh phn ng cm (EMP): Alpha = .8692

Thnh phn phng tin hu hnh (TNG): Alpha = .8205

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Thnh phn tin cy gm 5 bin quan st l RLI01, RLI02, RLI03, RLI04, RLI05. C 5 bin ny u c h s tng quan bin tng ln hn 0.3 nn c chp nhn. Ngoi ra, h s Cronbach alpha 0.7721 (ln hn 0.6) nn thang o thnh phn tin cy t yu cu. Cc bin ny c a vo phn tch nhn t tip theo. Thnh phn p ng gm 3 bin quan st (RSP06, RSP07, RSP08). C 3 bin ny u c h s tng quan bin tng ln hn 0.3 nn c chp nhn. Ngoi ra, h s Cronbach alpha kh cao 0.826 (ln hn 0.6) nn thang o thnh phn p ng t yu cu. Cc bin ny c a vo phn tch nhn t tip theo. Thnh phn nng lc phc v gm 4 bin quan st (ASR09, ASR10, ASR11, ASR12). C 4 bin ny u c h s tng quan bin tng ln hn 0.3 nn c chp nhn. Ngoi ra, h s Cronbach alpha kh cao 0. 8146 (ln hn 0.6) nn thang o thnh phn nng lc phc v t yu cu. Cc bin ny c a vo phn tch nhn t tip theo. Thnh phn ng cm gm 4 bin quan st (EMP13, EMP14, EMP15, EMP16). C 4 bin ny u c h s tng quan bin tng ln hn 0.3 nn c chp nhn. Ngoi ra, h s Cronbach alpha kh cao 0. 8692 (ln hn 0.6) nn thang o thnh phn ng cm t yu cu. Cc bin ny c a vo phn tch nhn t tip theo. Thnh phn phng tin hu hnh gm 5 bin quan st (TNG17, TNG18, TNG19, TNG20, TNG21). C 5 bin ny u c h s tng quan bin tng ln hn 0.3 nn c chp nhn. Ngoi ra, h s Cronbach alpha kh cao 0. 8205 (ln hn 0.6) nn thang o thnh phn phng tin hu hnh t yu cu. Cc bin ny c a vo phn tch nhn t tip theo. Nhn chung, h s Cronbach alpha ca cc thnh phn cht lng dch v theo m hnh SERVQUAL u ln hn 0.8, ngoi tr ch thnh phn tin cy 0.7721 (nh hn 0.8 ) cho thy y l mt thang o lng tt. 4.2.2. Kt qu phn tch thang o cht lng dch v theo m hnh Cht lng k thut/ Cht lng chc nng:

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Thnh phn cht lng chc nng gm 6 bin (t bin FQU22 n bin FQU27). C 6 bin ny u c h s tng quan bin tng ln hn 0.3 nn c chp nhn. Ngoi ra, h s Cronbach alpha kh cao 0. 8430 (ln hn 0.6) nn thang o thnh phn cht lng chc nng t yu cu. Cc bin ny c a vo phn tch nhn t tip theo. Thnh phn cht lng k thut gm 7 bin (t bin TQU28 n bin TQU34). C 7 bin ny u c h s tng quan bin tng ln hn 0.3 nn c chp nhn. Ngoi ra, h s Cronbach alpha kh cao 0. 8430 (ln hn 0.6) nn thang o thnh phn cht lng k thut t yu cu. Cc bin ny c a vo phn tch nhn t tip theo. H s Cronbach alpha ca c hai thnh phn cht lng dch v chc nng v cht lng dch v k thut u ln hn 0.8 nn y l thang o lng kh tt. Bng 4.3 : H s Cronbach alpha ca cc thnh phn thang o theo m hnh Cht lng k thut/ Cht lng chc nng.Trung bnh Bin quan st thang o nu loi bin FQU22 FQU23 FQU24 FQU25 FQU26 FQU27 TQU28 TQU29 TQU30 TQU31 TQU32 TQU33 TQU34 27.1333 27.2872 26.5590 27.1333 27.5282 26.9744 Phng sai thang o nu loi bin 21.4873 22.1336 23.7220 20.2605 20.6319 22.2107 .6314 .6263 .4938 .7361 .6613 .5823 Tng quan bin tng Bnh phng h s tng quan bi .4535 .4072 .3022 .5576 .4895 .3775 Alpha nu loi bin ny

Thnh phn cht lng chc nng (FQU): Alpha = .8430 .8153 .8166 .8401 .7935 .7935 .8248

Thnh phn cht lng k thut (TQU): Alpha = .8430 29.6872 30.2308 29.9436 30.0974 30.1333 29.8000 30.5692 41.2470 38.9207 39.9504 37.4698 38.8378 39.1196 38.2774 .6472 .5367 .5717 .6610 .5374 .6768 .6040 .4509 .2952 .4203 .4775 .3378 .5022 .3820 .8182 .8321 .8253 .8113 .8321 .8108 .8206

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4.2.3.

Kt qu phn tch thang o s tha mn:

Thang o s tha mn gm 3 bin (SAS35, SAS36, SAS37). C 3 bin ny u c h s tng quan bin tng ln hn 0.3 nn c chp nhn. Ngoi ra, h s Cronbach alpha kh cao 0. 8143 (ln hn 0.6) nn thang o thnh phn tin cy t yu cu v l thang o kh tt (ln hn 0.8). Cc bin ny c a vo phn tch nhn t tip theo Bng 4.4 : H s Cronbach alpha ca thnh phn thang s tha mn ca khch hng.Trung bnh Bin quan st thang o nu loi bin SAS35 SAS36 SAS37 10.7026 10.9077 10.1128 Phng sai thang o nu loi bin 5.6224 4.0533 5.7913 .6607 .7272 .6454 Tng quan bin tng Bnh phng h s tng quan bi Alpha nu loi bin ny

Thnh phn s tha mn (SAS): Alpha = .8143 .4442 .5290 .4222 .7545 .6958 .7705

4.3.

nh gi thang o bng phn tch nhn t khm ph EFA: Sau khi kim tra tin cy ca cc thang o, phn tch nhn t khm ph c

tin hnh. Phng php rt trch c chn phn tch nhn t l phng php principal components vi php quay varimax. 4.3.1. Thang o cht lng dch v theo m hnh SERVQUAL: Thang o cht lng dch v ngn hng in t theo m hnh SERVQUAL gm 5 thnh phn chnh v c o bng 21 bin quan st. Sau khi kim tra mc tin cy bng Cronbach alpha, 21 bin quan st u m bo tin cy. Phn tch nhn t khm ph EFA c s dng nh gi li mc hi t ca cc bin quan st theo cc thnh phn. Kim nh KMO v Bartlett's trong phn tch nhn t cho thy h s KMO kh cao (bng 0.911 > 0.5) vi mc ngha bng 0 (sig = 0.000) cho thy phn tch nhn t EFA rt thch hp. Ti cc mc gi tr Eigenvalues ln hn 1 v vi phng php rt trch principal components v php quay varimax, phn tch nhn t trch c 4 nhn

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t t 21 bin quan st v vi phng sai trch l 64.758% (ln hn 50%) t yu cu. Da trn phn tch ca bng Rotated Component Matrix(a) (ph lc 4.1), bin RLI05, ASR10 b loi do c h s ti nhn t nh hn 0.5; bin RLI02 c hai h s ti nhn t l 0.505 (nhm 1) v 0.415 (thuc nhm 4), mc d c h s ti nhn t ln hn 0.5 (nhm 1) mt cht nhng so vi cc bin cng nhm 1 (RSP06, RSP07, RSP08, ASR09, ASR11, ASR12) khng cao v khng c s chnh lch r rt gia hai h s ti nhn t thuc nhm 1 v nhm 4 nn c kh nng bin RLI02 to nn vic rt trch nhn t gi. Do , bin RLI02 b loi; bin TNG19 c hai h s ti nhn t 0.544 (nhm 1) v 0,586 (nhm 3) ln hn 0.5 nhng li khng c s chnh lch r rng gia hai h s ti nhn t trn nn bin ny cng b loi khi phn tch. Bng 4.5: Kt qu phn tch nhn t khm ph thang o cht lng dch v ngn hng in t theo m hnh SERVQUAL ln 2.Bin quan st rsp07 rsp06 asr11 asr09 rsp08 asr12 emp15 emp14 emp13 emp16 tng17 tng18 tng20 tng21 rli03 rli04 rli01 Eigenvalues Phng sai rt trch (%) Cronback alpha Yu t 1 .827 .773 .724 .713 .653 .634 2 3 4

.834 .804 .798 .664 .805 .756 .711 .556 .875 .766 .697 7.373 22.868 .8950 1.955 18.558 .8692 1.483 15.387 .7959 1.035 12.869 .8024

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Sau khi loi cc bin khng t yu cu trong phn tch nhn t khm ph, thang o cht lng dch v ngn hng in t theo m hnh SERVQUAL c o lng bng 17 bin quan st. Kt qu phn tch nhn t ln 2 cho thy tng phng sai rt trch da trn 4 nhn t c Eigenvalues ln 1 l bng 69.683%, cho thy phng sai rt trch t chun (>50%). Bng 4.5 cho thy, thang o thnh phn p ng v thnh phn nng lc phc v gp li chung li thnh mt yu t do hai thnh phn ny khng t gi tr phn bit. Nh vy, 5 thnh phn cht lng dch v theo m hnh SEVQUAL tr thnh 4 thnh phn khi nh gi cht lng dch v ngn hng in t nh sau: tin cy, p ng v nng lc phc v, ng cm, phng tin hu hnh. Vi tng phng sai rt trch l 69.683% cho bit 4 nhn t ny gii thch c 69.683% bin thin ca d liu. 4.3.2. Thang o cht lng dch v theo m hnh Cht lng k thut/ Cht lng chc nng: Thang o cht lng dch v ngn hng in t theo m hnh Cht lng k thut/ Cht lng chc nng gm 2 thnh phn chnh v c o bng 13 bin quan st. Sau khi kim tra mc tin cy bng Cronbach alpha, 13 bin quan st u m bo tin cy. Phn tch nhn t khm ph EFA c s dng nh gi li mc hi t ca cc bin quan st theo cc thnh phn. Kim nh KMO v Bartlett's trong phn tch nhn t cho thy h s KMO kh cao (bng 0.916 > 0.5) vi mc ngha bng 0 (sig = 0.000) cho thy phn tch nhn t EFA rt thch hp. Ti cc mc gi tr Eigenvalues ln hn 1 v vi phng php rt trch principal components v php quay varimax, phn tch nhn t trch c 2 nhn t t 13 bin quan st v vi phng sai trch l 55.693% (ln hn 50%) t yu cu. Da trn phn tch ca bng Rotated Component Matrix(a) (ph lc 4.3), bin TQU28 c h s ti nhn t l 0.529 (nhm 1) v 0.563 (nhm 2) v c hai h s

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ny u ln hn 0.5 nhng li khng c s chnh lch r rt nn c kh nng bin TQU28 to nn vic rt trch nhn t gi. Do , bin TQU28 b loi khi phn tch. Bng 4.6: Kt qu phn tch nhn t khm ph thang o cht lng dch v ngn hng in t theo m hnh Cht lng k thut/ Cht lng chc nng ln 2.Bin quan stfqu25 fqu24 fqu27 fqu23 fqu22 fqu26 tqu29 tqu31 tqu32 tqu34 tqu33 tqu30 Yu t 1 .792 .724 .689 .683 .657 .616 .747 .717 .698 .654 .625 .558 5.450 28.879 .8430 1.238 26.854 .8182 2

Eigenvalues Phng sai rt trch (%) Cronback alpha

Sau khi loi cc bin khng t yu cu trong phn tch nhn t khm ph, thang o cht lng dch v ngn hng in t theo m hnh Cht lng k thut/ Cht lng chc nng c o lng bng 12 bin quan st. Kt qu phn tch nhn t ln 2 cho thy tng phng sai rt trch da trn 2 nhn t c Eigenvalues ln 1 l bng 55.734%, cho thy phng sai rt trch t chun (>50%). Vi tng phng sai rt trch l 55.734% cho bit 2 nhn t ny gii thch c 55.734% bin thin ca d liu. 4.3.3. Thang o s tha mn: Thang o s tha mn gm 3 bin quan st. Sau khi t tin cy khi kim tra bng Cronbach alpha. Phn tch nhn t khm ph EFA c s dng kim nh li mc hi t ca cc bin quan st.

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Kim nh KMO v Bartlett's trong phn tch nhn t cho thy h s KMO 0.704 (>0.5) vi mc ngha bng 0 (sig = 0.000) cho thy phn tch nhn t EFA rt thch hp. Bng 4.7: Kt qu phn tch nhn t khm ph thang o s tha mn ca khch hng.Bin quan st sas36 sas35 sas37 Eigenvalues Phng sai rt trch (%) Cronback alpha Yu t 1 .889 .846 .837 2.206 73.535 .8143

Vi phng php rt trch nhn t principal components v php quay Varimax trch c 1 nhn t duy nht vi h s ti nhn t ca cc bin kh cao (u ln hn 0.8). 4.3.4. M hnh hiu chnh ln 1: Theo phn tch EFA phn trn, hai thnh phn p ng v nng lc phc v ca m hnh SERVQUAL gp li thnh mt thnh phn do chng khng t c gi tr phn bit. Do vy, m hnh l thuyt c hiu chnh li cho ph hp vi cht lng dch v ngn hng in t v thc hin kim nghim tip theo.

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Tin cy

H1.1

H2.1 p ng + Nng lc phc v H1.2 S tha mn ca khch hng ng cm H1.4 H2.2

Cht lng chc nng

Cht lng k thut

Phng tin hu hnh

H1.5

M hnh 4.1a

M hnh 2.4b

Hnh 4.1: M hnh mi quan h gia cht lng dch v ngn hng in t v s tha mn ca khch hng - hiu chnh ln 1. Mt s gi thuyt khi tin hnh nghin cu m hnh hiu chnh: Cc gi thuyt H1.1, H1.4, H1.5, H2.1, H2.2 c gi nh c. Gi thuyt H1.2: Thnh phn p ng & nng lc phc v c khch hng nh gi cng cao th s tha mn ca khch hng cng cao v ngc li. Hay ni cch khc, thnh phn p ng & nng lc phc v v s tha mn ca khch hng c quan h cng chiu. Gi thuyt H2: M hnh 4.1a v 2.4b o lng s tha mn ca khch hng v cht lng dch v ngn hng in t ca cc ngn hng thng mi trn a bn Thnh ph H Ch Minh l tt nh nhau. 4.4. 4.4.1. 4.4.1.1. Kim nh m hnh nghin cu bng phn tch hi quy bi: M hnh SERVQUAL: Xem xt ma trn tng quan gia cc bin:

Trc khi tin hnh phn tch hi quy tuyn tnh bi, mi tng quan tuyn tnh gia cc bin cn phi c xem xt.

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Bng 4.8: Ma trn tng quan gia cc bin (M hnh SERVQUAL).Pearson Correlation SAS RLI RSP.ASR EMP TNG Sig. (1-tailed) SAS RLI RSP.ASR EMP TNG SAS 1.000 .379 .593 .505 .609 . .000 .000 .000 .000 . .000 .000 .000 . .000 .000 . .000 . RLI 1.000 .540 .256 .422 1.000 .582 .545 1.000 .543 .543 1.000 RSP.ASR EMP TNG

Ma trn ny cho thy mi tng quan gia bin s tha mn SAS (bin ph thuc) vi tng bin c lp, cng nh tng quan gia cc bin c lp vi nhau. H s tng quan gia bin s tha mn vi cc bin khc u ln hn 0.3. Nhn s b, ta c th kt lun cc bin c lp (bin tin cy, bin p ng v nng lc phc v, bin ng cm v bin phng tin hu hnh) c th a vo m hnh gii thch cho bin s tha mn. Ngoi ra, h s tng quan gia cc bin tin cy, bin p ng v nng lc phc v, bin ng cm v bin phng tin hu hnh u ln hn 0.3 (ngoi tr h s tng quan gia bin tin cy v bin ng cm) nn mi quan h gia cc bin ny cn phi xem xt k trong phn phn tch hi quy tuyn tnh bi di y nhm trnh hin tng a cng tuyn gia cc bin c lp. 4.4.1.2. Phn tch hi quy bi: Bng 4.9 cho thy, tr thng k F c tnh t R square ca m hnh vi mc ngha quan st rt nh (sig = 0) cho thy m hnh hi quy tuyn tnh bi ph hp vi tp d liu v c th s dng c. H s R2 hiu chnh = 0.465 ngha l m hnh hi quy tuyn tnh bi xy dng ph hp vi tp d liu l 46.5%. Ni cch khc, khong 46.5% khc bit ca mc tha mn quan st c th c gii thch bi s khc bit ca 4 thnh phn tin cy, p ng v nng lc phc v, ng cm v phng tin hu hnh.

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Bng 4.9: Thng k phn tch cc h s hi quy (M hnh SERVQUAL).Model Summary(b) Std. Change Statistics Error of R R Adjusted the Square F Model R Square R Square Estimate Change Change df1 df2 1 0.465 0.79404 0.476 43.224 4 190 0.690 0.476 a. Predictors: (Constant), TNG, RLI, EMP, RSP.ASR b. Dependent Variable: SASANOVA(b) Sum of Squares 109.011 119.796

Sig. F Change 0.000

Model 1

df 4 190

Regression Residual Total

Mean Square 27.253 .631

F 43.224

Sig. .000(a)

228.807 194 a Predictors: (Constant), TNG, RLI, EMP, RSP.ASR b Dependent Variable: SAS

Kim tra phn d cho thy phn phi phn d xp x chun vi trung bnh Mean = 0 v lch chun Std. Dev. = 0.99 tc l gn bng mt (ph lc 5.1), do c th kt lun rng gi thuyt phn phi chun khng b vi phm khi s dng phng php hi quy bi. Bng 4.10: Cc thng s thng k ca tng bin trong phng trnh (M hnh SERVQUAL).Unstandardized Coefficients Model 1 B (Constant) RLI RSP.ASR EMP TNG 1.133 0.024 0.307 0.099 0.395 Std. Error 0.339 0.057 0.075 0.057 0.074 0.028 0.311 0.120 0.362 Standardized Coefficients Beta t 3.340 0.430 4.095 1.739 5.320 Sig. 0.001 0.668 0.000 0.084 0.000 0.379 0.593 0.505 0.609 0.031 0.285 0.125 0.360 0.023 0.215 0.091 0.279 0.668 0.478 0.574 0.594 1.497 2.093 1.741 1.682 Zeroorder Correlations Partial Part Collinearity Statistics Tolerance VIF

a. Dependent Variable: SAS

H s phng i phng sai VIF (Variance inflation factor VIF) rt kh (nh hn 10) cho thy cc bin c lp ny khng c quan h chc ch vi nhau nn

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khng c hin tng a cng tuyn xy ra. Do , mi quan h gia cc bin c lp khng nh hng ng k n kt qu gii thch ca m hnh hi quy. Bng 4.10 cho ta hm hi quy c dng nh sau: SAS = 1.133 + 0.024RLI + 0.307RSP.ASR + 0.099EMP + 0.395TNG Trong : SAS: s tha mn ca khch hng, RLI: tin cy; RSP.ASR: p ng v nng lc phc v, EMP: ng cm, TNG: phng tin hu hnh. Cc h s hi quy mang du dng th hin cc yu t trong m hnh hi quy trn nh hng t l thun n s tha mn ca khch hng. Trong bn thnh phn o lng s tha mn nu trn, ch c 2 thnh phn c nh hng ng k n mc tha mn ca khch hng, l thnh phn p ng v nng lc phc v v thnh phn phng tin hu hnh (vi mc ngha sig < 0.05). Hai thnh phn cn li, thnh phn tin cy (sig bng 0.668) v thnh phn ng cm (sig bng 0.084) u c mc ngha ln hn 5% nn c hai thnh phn ny khng nh hng ng k n mc tha mn ca khch hng. Tc l, ta ch chp nhn 2 trong s 4 gi thuyt t ra, l gi thuyt H1.2 v H1.5. Nh vy, phng trnh hi quy tuyn tnh c vit li nh sau: SAS = 1.133 + 0.307RSP.ASR + 0.395TNG Hay phng trnh hi quy tuyn tnh c trch theo h s Beta chun c dng nh sau: SAS =0.311RSP.ASR + 0.362TNG H s Beta ca thnh phn phng tin hu hnh ln hn h s Beta ca thnh phn p ng v nng lc phc v mt cht. Do vy, i vi cht lng dch v ngn hng in t th thnh phn phng tin hu hnh c tc ng n s tha mn ca khch hng nhiu hn thnh phn p ng v nng lc phc v mt cht. 4.4.2. 4.4.2.1. M hnh Cht lng k thut/ Cht lng chc nng: Xem xt ma trn tng quan gia cc bin:

Tng t nh m hnh SEVQUAL, trc ht ta xt mi tng quan tuyn tnh gia cc bin. H s tng quan gia bin s tha mn v cc bin c lp (bin cht lng k thut v bin cht lng chc nng) kh cao . Nhn s b, ta c th

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kt lun cc bin c lp c th a vo m hnh gii thch cho bin s tha mn. Tuy nhin, h s tng quan gia bin cht lng k thut v bin cht lng chc nng cng kh cao (bng 0.650) nn mi quan h gia cc bin ny cn phi xem xt k trong phn phn tch hi quy tuyn tnh bi di y nhm trnh hin tng a cng tuyn gia hai bin c lp ny. Bng 4.11: Ma trn tng quan gia cc bin (M hnh Cht lng k thut/ Cht lng chc nng).Pearson Correlation Sig. (1-tailed) SAS FQU TQU SAS FQU TQU SAS 1.000 .640 .704 . .000 .000 FQU 1.000 .650 .000 . .000 1.000 .000 .000 . TQU

4.4.2.2.

Phn tch hi quy bi:

Bng 4.12: Thng k phn tch cc h s hi quy (M hnh Cht lng k thut/ Cht lng chc nng).Model Summary(b) Change Statistics R Square 0.553 Adjusted R Square 0.549 Std. Error of the Estimate 0.72953 R Square Change 0.553 F Change 118.955 Sig. F Change 0.000

Model 1

R 0.744

df1 2

df2 192

a. Predictors: (Constant), TQU, FQU b. Dependent Variable: SAS ANOVA(b) Sum of Squares 126.621 102.186

Model 1

df 2 192 194

Regression Residual Total

Mean Square 63.310 .532

F 118.955

Sig. .000(a)

228.807 a Predictors: (Constant), TQU, FQU b Dependent Variable: SAS

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Bng 4.12 cho thy, tr thng k F c tnh t R square ca m hnh vi mc ngha quan st rt nh (sig = 0) cho thy m hnh hi quy tuyn tnh bi ph hp vi tp d liu v c th s dng c. H s R2 hiu chnh = 0.549 ngha l m hnh hi quy tuyn tnh bi xy dng ph hp vi tp d liu l 54.9%. Ni cch khc, khong 54.9% khc bit ca mc tha mn quan st c th c gii thch bi s khc bit ca 2 thnh phn cht lng k thut v cht lng chc nng. Kim tra phn d cho thy phn phi phn d xp x chun c trung bnh Mean = 0 v lch chun Std. Dev. = 0.99 tc l gn bng mt (ph lc 5.2), do c th kt lun rng gi thuyt phn phi chun khng b vi phm khi s dng phng php hi quy bi. Bng 4.13: Cc thng s thng k ca tng bin trong phng trnh (M hnh Cht lng k thut/ Cht lng chc nng).Unstandardized Coefficients Model 1 B (Constant) FQU TQU 0.757 0.374 0.505 Std. Error 0.318 0.075 0.064 0.317 0.498 Standardized Coefficients Beta t 2.379 4.987 7.848 Sig. 0.018 0.000 0.000 0.640 0.704 0.339 0.493 0.241 0.378 0.577 0.577 1.732 1.732 Zeroorder Correlations Partial Part Collinearity Statistics Tolerance VIF

a. Dependent Variable: SAS

H s phng i phng sai VIF (Variance inflation factor VIF) rt kh (nh hn 10) cho thy 2 bin c lp ny khng c quan h chc ch vi nhau nn khng c hin tng a cng tuyn. Do , mi quan h gia thnh phn cht lng k thut v cht lng chc nng khng nh hng ng k n kt qu gii thch ca m hnh. Bng 4.13 cho ta hm hi quy c dng nh sau: SAS = 0.757 + 374FQU + 0.505TQU Hay phng trnh hi quy tuyn tnh c trch theo h s Beta chun c dng nh sau:

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SAS = 0.317FQU + 0.498TQU Trong : FQU: thnh phn cht lng chc nng; TQU: thnh phn cht lng k thut Cc h s hi quy mang du dng th hin cc yu t trong m hnh hi quy trn c quan h t l thun n s tha mn ca khch hng. C hai thnh phn cht lng k thut v thnh phn cht lng chc nng u c nh hng ng k n s tha mn ca khch hng (c mc ngha sig. < 0.05) .Tc l, gi thuyt H2.1, H2.2 t ra trong m hnh nghin cu c chp nhn. H s beta ca thnh phn cht lng k thut ln hn h s beta ca thnh phn cht lng chc nng. Do vy, i vi cht lng dch v ngn hng in t th cht lng k thut c tc ng n s tha mn ca khch hng nhiu hn cht lng chc nng. Nhn xt: kt qu kim nh hai m hnh nghin cu cho thy c hai m hnh u c hai thnh phn tc ng n s tha mn ca khch hng v cht lng dch v ngn hng in t. i vi m hnh SERVQUAL, thnh phn phng tin hu hnh c tc ng n s tha mn ca khch hng nhiu hn thnh phn p ng v nng lc phc v mt cht. i vi m hnh Cht lng k thut/ Cht lng chc nng th thnh phn cht lng k thut c tc ng n s tha mn ca khch hng nhiu hn thnh phn cht lng chc nng. 4.4.3. M hnh hiu chnh ln 2: Sau khi phn tch hi quy bi, m hnh SERVQUAL cho thy ch c thnh phn p ng v nng lc phc v v thnh phn phng tin hu hnh l c tc ng n s tha mn ca khch hng. Do vy, m hnh l thuyt c iu chnh li cho ph hp vi cht lng dch v ngn hng in t nh sau:

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p ng + Nng lc phc v

0.311

0.317

Cht lng chc nng

S tha mn ca khch hng

Phng tin hu hnh

0.362

0.498

Cht lng k thut

M hnh 4.2a R2 hiu chnh = 0.465 Sig. = 0.000

M hnh 2.4b R2 hiu chnh = 0.549 Sig. = 0.000

Hnh 4.2: M hnh mi quan h gia cht lng dch v ngn hng in t v s tha mn ca khch hng hiu chnh ln 2. Gi thuyt t ra cho m hnh ny (Hnh 4.2) l H3: M hnh 4.2a v 2.4b o lng s tha mn ca khch hng v cht lng dch v ngn hng in t ca cc ngn hng thng mi trn a bn Thnh ph H Ch Minh l tt nh nhau. 4.5. So snh gia m hnh SERVQUAL v m hnh Cht lng k thut/ Hai m hnh cht lng trn u c tr thng k F vi mc ngha quan st rt nh (sig = 0) cho thy c hai m hnh hi quy tuyn tnh bi ph hp vi tp d liu v c th s dng c. so snh hai m hnh cht lng trn ta s dng gi tr R2 hiu chnh nh gi mc ph hp ca m hnh hi quy tuyn tnh a bin. M hnh no c R2 hiu chnh cng ln hn th mc ph hp ca m hnh cng cao. M hnh Cht lng k thut/ Cht lng chc nng c R2 hiu chnh (= 0.549) ln hn R2 hiu chnh ca m hnh SEVQUAL (= 0.465) nn m hnh Cht lng k thut/ Cht lng chc nng dng gii thch s tha mn ca khch Cht lng chc nng:

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hng v cht lng dch v ngn hng in t tt hn m hnh SERVQUAL. V v vy gi thuyt H3 trn b loi. Kt lun: m hnh M hnh Cht lng k thut/ Cht lng chc nng c chn gii thch s tha mn ca khch hng v cht lng dch v ngn hng in t. Vi R2