PHN I: T VN

Kha lun tt nghip i hc

PHN I: T VN

1. L do chn ti.

Hin nay xu hng ton cu ha, hi nhp kinh t quc t v khu vc ang din ra mnh m, cng vi s pht trin ca khoa hc cng ngh v s m ca th trng, trong lnh vc Ngn hng v ang din ra s cnh tranh quyt lit gia cc Ngn hng Nh nc, Ngn hng Thng Mi C Phn v Ngn hng Nc ngoi cung cp dch v trn th trng Ti chnh Ngn hng Vit Nam.

Trong mi trng cnh tranh khc lit , khch hng l nhn t quyt nh s tn ti ca Ngn hng. Ngn hng no dnh c mi quan tm v s trung thnh ca khch hng, Ngn hng s thng li v pht trin. Chin lc kinh doanh hng n khch hng ang tr thnh mt chin lc kinh doanh c tm quan trng bc nht. Phi hp cng khch hng trong kinh doanh, thu ht khch hng mi, cng c khch hng hin ti ang tr thnh mt cng c kinh doanh hu hiu vi chi ph b ra nh nhng mang li hiu qu kinh doanh cao. Lm th no em n cho khch hng s hi lng tt nht lun l vn m cc Ngn hng phi c gng thc hin vi tt c kh nng ca mnh.Hn na, s hi lng ca khch hng s gip ch cho vic to dng lng trung thnh vn rt cn thit duy tr hot ng thng xuyn ca Ngn hng. Tuy nhin, trong s cnh tranh, vic to dng khch hng trung thnh cng cha m bo chc chn khch hng s tn ti vi Ngn hng lu di. Quan h vi khch hng nh l mt "thc th sng", do vy Ngn hng cn quan tm, chm sc "thc th sng" ny mt cch thng xuyn. iu ny c ngha rng trch nhim trong vic pht trin v duy tr mi quan h vi khch hng, lm cho khch hng hi lng l ca Ngn hng. Ngn hng cn phi ch ng trong vic duy tr, pht trin mi quan h ny.

Do vy, Nghin cu s hi lng ca khch hng i vi Ngn hng l mt cng vic quan trng, phi thc hin thng xuyn, lin tc c th p ng kp thi vi nhng thay i trong nhu cu ca h chng ta c th phc v khch hng tt hn v lm cho khch hng lun tha mn khi s dng cc dch v v sn phm ca Ngn hng. ti "nh gi s hi lng ca khch hng c nhn i vi dch v ca Ngn hng Nng nghip v Pht trin Nng thn Chi nhnh huyn B Trch, Qung Bnh" c thc hin khng ngoi mc ch trn v rt mong nhn c nhiu kin ng gp vn nghin cu c hon thin hn. 2. Mc tiu nghin cu.

ti nghin cu nhm gii quyt cc vn c bn sau:

* Mc tiu tng qut: nh gi s hi lng ca khch hng c nhn i vi dch v ca Ngn hng Nng nghip v Pht trin Nng thn Chi nhnh huyn B Trch, Qung Bnh.

* Mc tiu c th:

Xc nh nhng k vng ca khch hng i vi cc sn phm dch v Ngn hng.

nh gi mc hi lng ca khch hng i vi cht lng dch v Ngn hng trn c s phn tch mi quan h gia cc thnh phn cht lng dch v vi s tha mn, lng trung thnh; gia s tha mn vi lng trung thnh. Kin ngh mt s bin php nhm nng cao mc hi lng ca khch hng i vi dch v Ngn hng.3. Phng php nghin cu.

Phng php thu thp s liu: Thu thp s liu th cp: cc s liu v Ngn hng nh: tnh hnh hot ng kinh doanh qua 3 nm 2008-2010, c cu t chc, i ng nhn vin...c ly t T hnh chnh, Phng k ton ca Ngn hng, t website ca Ngn hng, t cc lun vn, lun n...

Thu thp s liu s cp: Thng qua vic iu tra phng vn trc tip khch hng bng bng hi.

Phng php x l s liu:

Tng hp thng k.

Phng php so snh.

X l s liu bng phn mm SPSS

+ Phn tch m t.+ Phn tch nhn t

+ H s tin cy Cronbach's Alpha

+ Kim nh Kolmogonov Smirov

+ Kim nh Paired Sample T-Test.+ Kim nh du v hng Wilcoxon.

+ Kim nh One Sample T-Test.

+ Tng quan, hi quy.

+ Phng tch phng sai mt yu t Anova.

+ Kim nh Mann-Whitney, Kruskal-Wallis.

4. i tng v phm vi nghin cu.

* i tng nghin cu: ti la chn Ngn hng Nng nghip v Pht trin Nng thn Chi nhnh huyn B Trch, Qung Bnh lm c s nghin cu. Trong , i tng c la chn iu tra l cc khch hng c nhn v ang s dng cc dch v ti Ngn hng.

* Phm vi nghin cu:- Phm vi v khng gian: Tin hnh phng vn khch hng c nhn v ang s dng cc dch v ti Ngn hng Nng nghip v Pht trin Nng thn Chi nhnh huyn B Trch, Qung Bnh.

- Phm vi v thi gian: ti s dng cc s liu th cp giai on t nm 2008 - 2010 t cc phng ban ca Ngn hng c bit l Phng K ton, Phng Kinh doanh. S liu s cp thu thp thng qua phng vn trc tip khch hng t thng 1 nm 2010 n thng 4 nm 2010.- Phm vi v mt ni dung: nh gi s hi lng ca khch hng c nhn i vi dch v ca Ngn hng Nng nghip v Pht trin Nng thn Chi nhnh huyn B Trch, Qung Bnh v xut mt s gii php nhm nng cao cht lng dch v ca Ngn hng.5. Tm tt nghin cu.

ti tp trung nh gi s hi lng ca khch hng c nhn i vi dch v ca Ngn hng Nng nghip v Pht trin Nng thn Chi nhnh huyn B Trch, Qung Bnh gm 3 phn chnh sau:PHN I: T VN

Trnh by l do la chn ti nghin cu, mc tiu, i tng v phm vi nghin cu, phng php nghin cu, tm tt b cc ti.

PHN II: NI DUNG NGHIN CU

Trong phn ny b cc gm 4 chng:

Chng 1: C s khoa hc v phng php nghin cu

Trnh by c s l thuyt v dch v, cht lng dch v, s tha mn, lng trung thnh. Thc tin v mi tng quan gia cht lng dch v v s hi lng ca khch hng trong lnh vc Ngn hng.

Thit lp m hnh nghin cu v s hi lng ca khch hng i vi cht lng dch v Ngn hng.

Chng 2: Tng quan v Ngn hng Nng nghip v Pht trin Nng thn Vit Nam v Chi nhnh huyn B Trch, Qung Bnh.

Khi qut chung v Ngn hng Nng Nghip v Pht trin Nng thn Vit Nam v Chi nhnh huyn B Trch, Qung Bnh.Chng 3: nh gi s hi lng ca khch hng c nhn i vi dch v ca Ngn hng Nng nghip v Pht trin Nng thn Chi nhnh huyn B Trch, Qung Bnh.

nh gi s hi lng ca khch hng c nhn i vi dch v ca ngn hng trn c s phn tch mi quan h gia gi tr k vng v gi tr cm nhn ca khch hng. T , phn tch mi quan h gia s tha mn v lng trung thnh ca khch hng i vi cht lng dich v ca ngn hng ng thi, tm ra cc nhn t cu thnh cht lng dch v tc ng ti s tha mn, lng trung thnh ca khch hng.Chng 4: Mt s gii php nhm nng cao cht lng dch v ca Ngn hng Nng nghip v Pht trin Nng thn Chi nhnh huyn B Trch, Qung Bnh.T kt qu nghin cu, a ra mt s gii php mang tnh kh thi nhm nng cao cht lng dch v ti Ngn hng Chi nhnh huyn B Trch, Qung Bnh.PHN III: KT LUN V KIN NGHa ra nhng kt lun v hn ch ca ti. xut cc kin ngh i vi Ngn hng nhm nng cao cht lng dch v ca Ngn hng, thng qua lm hi lng khch hng s dng dch v ca Ngn hng.PHN II: NI DUNG NGHIN CUCHNG 1: C S KHOA HC V PHNG PHP NGHIN CU

1.1. C s l lun.

1.1.1. Dch v.1.1.1.1. Khi nim dch v.

Dch v l mt khi nim ph bin nn c rt nhiu cch nh ngha khc nhau v dch v:

Theo Zeithaml & Britner: Dch v l nhng hnh vi, qu trnh, cch thc thc hin mt cng vic no nhm to ra gi tr s dng cho khch hng lm tha mn nhu cu v mong i ca khch hng.

Theo Kotler & Armstrong: 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, hp tc lu di vi khch hng.

" Dch v l mi bin php li ch m mt bn c th cung cp cho bn kia v ch yu l khng s thy c v khng dn n s chim ot mt ci g . Vic thc hin dch v c th c hoc c th khng lin quan n hng ha di dng vt cht ca n", Philip Kotler, Marketing cn bn - Nguyn l tip th, nh xut bn TP H Ch Minh.

1.1.1.2. c tnh ca dch v.

Sn phm dch v c nhng c tnh khc bit so vi sn phm hu hnh c th hin qua cc c tnh ca sn phm dch v sau:

Tnh v hnh: Tnh v hnh ca dch v c hiu l tnh cht khng th s m hay nm bt, dch v khng c mt hnh dng c th nh mt sn phm.

Nhng kinh nghim v dch v khch hng thng bao gm mt chui cc hot ng. Mi hot ng i din cho mt vi tng tc gia t chc cung cp dch v vi khch hng. Do , v c bn sn phm dch v l vic thc hin, m n tri ngc vi sn phm vt l vn hu hnh. Mt dch v khng phi l mt vt th chng ta c th gi trong tay hay kim tra, chng ta cng khng th s m, nm th hay mc th mt dch v, cng kh chng ta c th tng tng ra tc ng ca mt dch v, chng hn nh mt kiu tc mi hoc mt bui trnh din m nhc.

Tnh khng th tch ri: (sn xut v tiu dng din ra ng thi) tnh khng th tch ri ca dch v y mun ni n vic kh khn trong vic phn bit gia vic to thnh mt dch v v vic s dng dch v nh l hai cng vic ring bit hoc hai qu trnh ring bit. Mt dch v khng th tch ri thnh hai giai on: giai on to thnh v giai on s dng n. S to thnh v s dng ca hu ht cc dch v s xy ra ng thi vi nhau. Tnh khng ng nht: tnh khng ng nht y ni ti s khc nhau ca cc mc thc hin dch v. C ngha l dch v c th c xp hng t rt km cho ti rt hon ho. Tnh khng lu tr c: tc l ta khng th ct dch v sau em ra s dng. Mt dch v s bin mt nu ta khng s dng n. Ta khng th tn tr dch v, v vy mt dch v khng th c sn xut, tn kho v sau em ra bn. a im phc v b rng buc qua khch hng: Khnh hng v nhn vin phi gp nhau mt dch v c th thc hin c, do vy im kinh doanh phi gn vi khch hng. Tuy nhin, cng vi tc pht trin chng mt nh hin nay th hot ng kinh doanh vn c tin hng khng nht thit khch hng v nhn vin kinh doanh phi gp nhau nh hnh thc kinh doanh qua mng, chng trnh gio dc t xa hay cc dch v qua mng Internet...V km theo s tin ch th ri ro trong vic s dng dch v ca khch hng cng gia tng theo.1.1.2. Cht lng dch v

1.1.2.1. Khi nim cht lng dch v.

Cht lng dch v l nhng g khch hng cm nhn c. Cht lng dch v c xc nh da vo nhn thc hay cm nhn ca khch hng lin quan n nhu cu c nhn ca h.

Theo Parasuraman, Zeithaml v Berry (1985) th cht lng dch v l khi cm nhn ca khch hng v mt dch v to ra ngang xng vi k vng ca h. Cng theo Parasuraman th k vng trong cht lng dch v l nhng mong mun ca khch hng, ngha l h cm thy nh cung cp phi thc hin ch khng phi s thc hin cc yu cu v dch v.

Theo Hurbert (1995) th trc khi s dng dch v, khch hng hnh thnh mt "kch bn" v dch v . Khi kch bn ca khch hng v nh cung ng khng ging nhau, khch hng s cm thy khng hi lng.

Cronin v Taylor (1992) cho rng s hi lng ca khch hng nn nh gi trong thi gian ngn, cn cht lng dch v nn nh gi theo thi ca khch hng v dch v trong khong thi gian di.

1.1.2.2. Cc nhn t quyt nh cht lng dch v.Cht lng dch v c nh ngha bng nhiu cch khc nhau ty thuc vo i tng nghin cu. Vic tm hiu cht lng dch v l c s cho vic thc hin cc bin php ci thin cht lng dch v ca ngn hng. V vy, n khng ch quan trng trong vic xy dng mc tiu pht trin m cn nh hng cho ngn hng pht huy c th mnh ca mnh mt cch tt nht. Cht lng dch v c th c hiu thng qua cc c im ca n. Xt mt cch tng th, cht lng dch v bao gm cc c im sau: 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 sn phm 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. S nh gi v tnh vt tri ca cht lng dch v chu nh hng rt ln bi s cm nhn t pha ngi s dng dch v. Quan h ny c ngha rt ln i vi vic nh gi cht lng dch v t pha khch hng trong cc hot ng marketing v nghin cu s hi lng ca khch hng.

Tnh c trng ca sn phm

Cht lng dch v l tng th nhng mt ct li nht v tinh ty nht kt tinh trong sn phm dch v to nn tnh c trng ca sn phm dch v. V vy, dch v hay sn phm c cht lng cao s hm cha nhiu c trng vt tri hn so vi 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 ngn hng khc vi cc i th cnh tranh. Tuy nhin, trong thc t rt kh xc nh cc c trng ct li ca dch v mt cch y v chnh xc. V vy, cc c trng ny khng c gi tr tuyt i m ch mang tnh tng i gip cho vic nhn bit cht lng dch v trong trng hp c th d dng hn. Tnh cung ng Cht lng dch v gn lin vi qu trnh thc hin, chuyn giao dch v n khch hng. Do , vic trin khai dch v, phong thi phc v v cch 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 c to ra nhm p ng nhu cu khch hng. Do , 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 th c im ny cng tr nn quan trng hn bao gi ht v cc nh cung cp dch v phi lun hng n nhu cu khch hng v c gng ht mnh p ng cc nhu cu . S l v ch v khng c cht lng nu cung cp cc dch v m khch hng nh gi l khng c gi tr.

Tnh to ra gi tr

R rng, cht lng dch v gn lin vi cc gi tr c to ra nhm phc v khch hng. Dch v khng sn sinh ra gi tr no ht th c xem l khng c cht lng. V d, ngn hng 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 ngn hng. Thng thng, khch hng n nhn nhng gi tr dch v mang li v so snh chng vi nhng g h mong i s nhn c.

Ni cch khc, tnh gi tr ca cht lng dch v cng b chi phi nhiu bi yu t bn ngoi (khch hng) hn l ni ti (ngn hng). Cht lng dch v cao l dch v to ra cc gi tr khng ch p ng nhu cu khch hng m cn vt hn hn cc mong mun ca khch hng v lm cho ngn hng tr nn ni bt hn i th cnh tranh. 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 ngn hng. 1.1.3. Khi nim S tha mn.C nhiu quan im khc nhau v mc tha mn ca khch hng:

"S tha mn l mt phn ng mang tnh cm xc ca khch hng v mt sn phm hay dch v da trn nhng kinh nghim c nhn". (Bachelet, 1995; Oliver, 1997)."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 vi nhng k vng ca ngi ". (Kotler & Keller, 2006).

Theo , S tha mn c ba cp sau:

Nu cm nhn ca khch hng nh hn k vng th khch hng cm thy khng tha mn.

Nu cm nhn ca khch hng bng k vng th khch hng cm thy tha mn.

Nu cm nhn ca khch hng ln hn k vng th khch hng cm thy l tha mn hay thch th.

Th nhng khch hng hnh thnh k vng ca h ra sao? Cc k vng c hnh thnh da trn kinh nghim trc y ca khch hng, kin ca bn b v thng tin t nh tip th. Ngn hng phi bit thn trng a ra mc k vng ng, nu a ra mc k vng thp h c th lm tha mn khch hng tht nhng li chng sc thu ht khch hng. Tri li, nu h nng mc k vng ln qu cao, khch hng c th s b tht vng.Nh vy, hiu mt cch n gin, mt sn phm/ dch v no p ng c i hi, nhu cu ca khch hng, khin h cm thy thoi mi sau khi s dng n th c ngha l h tha mn vi sn phm/ dch v .1.1.4. Khi nim Lng trung thnh.

Lng trung thnh l s gn b lu di v mt thit ca khch hng i vi mt loi sn phm, dch v ca mt cng ty no . N c th hin bng hot ng lp li vic mua hoc gii thiu cho khch hng khc mua hng ha, dch v ca cng ty. Khi khch hng mua hng hoc s dng dch v cng ty mt ln, hai ln v nhiu ln sau na, ri ni vi nhng ngi khc rng: hng ha, dch v c cht lng rt tt, khuyn nhng ngi ny nn s dng th h ang chng t lng trung thnh i vi cng ty mc d i khi chnh h khng thc c iu ny.

Lng trung thnh thng hiu l mt khi nim quan trng trong nghin cu hnh vi khch hng (Day, 1969; Huang & Yu, 1999). Khch hng c xem l trung thnh vi thng hiu khi h c xu hng mua nhiu sn phm ca mt thng hiu no v mua lp li (Chaudhurri, 1999).

Tm li, lng trung thnh ca khch hng c th c nh ngha nh sau: "Lng trung thnh ca khch hng i vi mt dch v no m ch mc m mt khch hng lp li hng vi mua ca mnh, c thi tch cc i vi mt nh cung cp dch v, v ch xem xt n nh cung cp ny khi pht sinh nhu cu v dch v ". (Gremler & Brown, 1996, citied in Caruana, 2002, trang 813).1.1.5. Mi quan h gia Cht lng dch v, S tha mn v Lng trung thnh.

Mi quan h gia cht lng dch v, s tha mn v lng trung thnh ca khch hng c cp n trong nhiu nghin cu trc y, c th c tm lc qua s sau:

S 1.1: M hnh tch hp s trung thnh ca khch hng

Cht lng dch v v s tha mn tuy l hai khi nim khc nhau nhng c lin h cht ch vi nhau trong nghin cu v dch v. Cc nghin cu trc y cho thy cht lng dch v l nguyn nhn dn n s tha mn (Vd: Cronin & Taylor, 1992). L do l cht lng lin quan ti vic cung cp dch v, cn s tha mn ch c nh gi sau khi s dng dch v . Nu nh cht lng c ci thin nhng khng da trn nhu cu ca khch hng th s khng bao gi khch hng tha mn vi dch v . Do , sau khi s dng dch v nu khch hng cm nhn cht lng dch v cao p ng c k vng ca h th h s tha mn vi dch v . V ngc li, nu khch hng cm nhn dch v c cht lng thp, th vic khng hi lng s xut hin.Khi khch hng nh gi tt v cht lng dch v, mi quan h gia khch hng v doanh nghip tr nn gn b hn. V vy, h s mua li, mua nhiu hn, v c th chp nhn gi cao m khng chuyn qua doanh nghip khc. Ni cch khc, cht lng dch v c xem l mt trong nhng nhn t to nn s d bit ha dch v v to ra li th cnh tranh cho doanh nghip thu ht khch hng v gia tng th trng.Cc nghin cu trc y cho thy s tha mn l yu t quan trng gii thch v s trung thnh ca ngi tiu dng (Jones & Suh, 2000). V mt khi khch hng tha mn th c xu hng s dng dch v nhiu v thng xuyn hn nhng khch hng khng tha mn. Hn na, khi tha mn th h c xu hng tip tc mua v cn truyn ming v dch v cho nhng ngi quen (Zeithaml, 1996).1.1.6. M hnh nh gi Cht lng dch v.1.1.6.1. M hnh SERVQUAL (Parasruraman, 1988).

Thang o SERVQUAL l mt trong nhng cng c ch yu trong Marketing dch v dng nh gi cht lng dch v (Parasuraman & ctg 1994). Parasuraman & ctg (1994) lin tc kim nh thang o v xem xt cc l thuyt khc nhau v cho rng SERVQUAL l thang o t tin cy v gi tr. Thang o ny c th p dng trong cc loi hnh dch v khc nhau nh nh hng, khch sn, ngn hng, bnh vin, trng hc, cc hng hng khng, du lch,vv... Thang o SERVQUAL o lng cht lng dch v da trn s cm nhn bi chnh cc khch hng s dng dch v. Parasuraman & ctg (1985) cho rng, bt k dch v no, cht lng dch v cm nhn bi khch hng c o lng thng qua nm thnh phn cht lng dich v sau:1. S tin cy (reliability): Ni ln kh nng cung ng dch v chnh xc, ng gi v uy tn. iu ny i hi s nht qun trong vic thc hin dch v v tn trng cc cam kt cng nh gi li ha vi khch hng.

2. S p ng (responsiveness): y l tiu ch o lng kh nng gii quyt vn nhanh chng, x l hiu qu cc khiu ni, sn sng gip khch hng v p ng cc yu cu ca khch hng.3. Phng tin hu hnh (tangibles): L hnh nh bn ngoi ca c s vt cht, thit b, my mc, phong thi ca i ng nhn vin, ti liu, sch hng dn v h thng thng tin lin lc ca Ngn hng.

4. Nng lc phc v (asurance): L yu t to nn s tn nhim, tin tng cho khch hng c cm nhn thng qua s phc v chuyn nghip, kin thc chuyn mn gii, phong thi lch thip v kh nng giao tip tt. Nh , khch hng cm thy yn tm mi khi s dng dch vu ca Ngn hng.

5. S ng cm (empathy): Chnh l s quan tm, chm sc khch hng n cn, dnh cho khch hng s i x chu o tt nht c th gip cho khch hng cm thy mnh l "thng khch" ca Ngn hng v lun c n tip nng hu mi lc, mi ni. Yu t con ngi l phn ct li to nn s thnh cng ny v s quan tm ca Ngn hng i vi khch hng cng nhiu th s cm thng s cng tng.B thang o SERVQUAL gm 2 phn. Phn th nht nhm xc nh k vng ca khch hng i vi loi dch v ca doanh nghip, ngi c phng vn cho bit mc mong mun ca h i vi dch v . Phn th hai nhm xc nh cm nhn ca khch hng i vi vic thc hin dch v ca doanh nghip kho st. Ngha l, cn c vo dch v c th ca doanh nghip c kho st nh gi. Kt qu nghin cu nhm nhn ra cc khong cch gia cm nhn ca khch hng v cht lng dch v do doanh nghip thc hin v k vng ca khch hng i vi cht lng dch v . C th, theo m hnh SERVQUAL, cht lng dch v c xc nh nh sau:

Cht lng dch v = Gi tr cm nhn - Gi tr k vng

Trn c s , Parasuraman & ctg (1984) a ra m hnh nm khong cch cht lng dch v nh sau:- Khong cch th nht, xut hin khi c s khc bit gia k vng ca khch hng v cht lng dch v m nh qun tr cm nhn v k vng ca khch hng. Khong cch ny th hin ch Ngn hng khng bit ht nhng c im no to nn cht lng dch v ca mnh cng nh phng thc chuyn giao chng n khch hng tha mn nhu cu ca h.- Khong cch thc hai, l Ngn hng gp kh khn trong vic chuyn nhn thc ca mnh v k vng ca khch hng thnh nhng c tnh cht lng ca dch v. Mc d bit c nhng k vng ca khch hng nh do mt s nguyn nhn ch quan: kh nng chuyn mn ca i ng nhn vin, hay nguyn nhn khch quan nh: dao ng v cu dch v theo hng tng mnh ti mt thi im lm cho Ngn hng khng p ng kp.

- Khong cch th ba, xut hin khi nhn vin ca Ngn hng khng chuyn giao dch v cho khch hng theo nhng tiu ch c th c ban lnh o xc nh. Nhn vin l b phn ng vai tr quan trng trong vic to ra cht lng dch v ca Ngn hng, nu mt s nhn vin khng hon thnh nhim v theo cc tiu ch ra s gy nh hng n cht lng dch v ca Ngn hng.- Nhng ha hn t vic qung co s lm gia tng k vng ca khch hng, khi m chng khng c thc hin nh nhng g ha hn th n s lm gim cht lng m khch hng cm nhn c. y l khong cch th t.- Nh cp, s khc bit gia cht lng k vng v cht lng cm nhn ca khch hng i vi cht lng dch v Ngn hng. y chnh l khong cch th nm. Khong cch ny ph thuc vo bn khong cch trc . Parasuraman & ctg (1984) cho rng cht lng dch v ph thuc vo khong cch th nm ny, gim khong cch ny th phi gim bn khong cch bn trn. (Parasuraman & ctg, 1988).

Khong cch 5

Khong cch 3

Khoch cch 2

(Ngun: Parasuraman & ctg (1985: 44))S 1.2: M hnh cht lng dch v1.1.6.2. M hnh FSQ and TSQ (Gronroos, 1984)

Ngoi m hnh SERVQUAL, m hnh Cht lng k thut/ Cht lng chc nng ca Gronroos (1984), l m hnh o lng cht lng dch v cng c xem l kh ph bin. Theo m hnh ny, cht lng dch v c xem xt da trn hai tiu ch: Cht lng k thut v Cht lng chc nng.

Cht lng k thut: ch ra nhng yu t lin quan n c im ca sn phm ct li, trang thit b phng tin, kin thc v k nng thc hin qu trnh cung cp dch v. Cht lng k thut bao gm: gii php k thut, my mc thit b, cng ngh - k nng, h thng tin hc ha.Cht lng chc nng: lin quan n qu trnh thc hin sn xut v cung cp dch v. Cht lng chc nng bao gm: hnh vi, thi nhn vin, quan h ni b, hnh thc, thc dch v, kh nng tip cn, lin h khch hng.Thc t cho thy, cht lng chc nng hon ho thng c th b p nhng khim khuyt ca cht lng k thut. Nhiu khch hng c th gii thch s la chn ca h nh sau: "Phng ng khng c tin nghi lm, nhng ti rt thch ti khch sn ny v i ng nhn vin tuyt vi v thn thin"Trn c s cc m hnh nh gi cht lng dch v, ti la chn m hnh SERVQUAL vi 5 thnh phn thang o: nng lc phc v, s tin cy, s p ng, s ng cm v phng tin hu hnh tin hnh nghin cu, nh gi cht lng dch v Ngn hng. Bi v, theo ti thang o SERVQUAL ti u hn hn, thang o SERVQUAL nh gi cht lng dch v Ngn hng trn c s so snh gia gi tr cm nhn v gi tr k vng ca khch hng. Ch c thang o ny nh gi s k vng ca khch hng hay ni mt cch khc l th hin s quan tm ca Ngn hng ti nhng mong mun, nhu cu, i hi ca khch hng i vi cc dch v ca ngn hng. Khch hng l ngi to ra li nhun cho ngn hng, nn trong xu th cnh tranh hin nay, ngn hng no cung cp cc sn phm dch v trn c s nghin cu nhu cu khch hng th ngn hng pht trin bn vng. 1.2. C s thc tin.

Trong nhng nm gn y, mc cnh tranh gia cc Ngn hng ngy cng gay gt khi cc Ngn hng khng ch phi cnh tranh vi nhau m c vi Ngn hng ngoi. Cho n nay c 5 Ngn hng con vi 100% vn nc ngoi hot ng ti Vit Nam l: HSBC, Standard, ANZ, Hong Leong v Shinhan. Nhng s lng Ngn hng ngoi chc chn s khng dng li con s 5 m cn cc phn tch v trin vng pht trin lnh vc ti chnh ngn hng Vit Nam ngy cng tch cc. Khng ch phi cnh tranh ni ngnh, cc ngn hng cn phi cnh tranh vi cc knh u t khc nh: Chng khon, Vng, Bt ng sn trong vic thu ht vn m bo kh nng thanh khon v hin nay tin gi vn l ngun vn huy ng ch yu, chim t trng ln trong tng vn tn dng ca cc ngn hng. Thch thc cng nhiu, n lc ca cc ngn hng cng phi ln hn khng ch tn ti m cn phi pht trin.

Do vy, c th tn ti v pht trin bn vng trong mt mi trng cnh tranh khc lit ny th khng cn cch no khc l cc ngn hng phi to ra s khc bit ha trong cc sn phm dch v ca mnh bng cch ngy cng nng cao cht lng sn phm dch v ngy cng hng ti s hi lng ca khch hng. Bi v, tt c cc ngn hng th cc sn phm dch v hu nh l tng ng nhau nu c khc bit th ch c th l dch v ca ngn hng ny c cht lng tt hn ngn hng kia. 1.3. Phng php nghin cu.

1.3.1. M hnh nghin cu v cc gi thuyt:

M hnh nghin cu v cc gi thuyt c trnh by s 1.3. M hnh ny biu din cc mi quan h gia cht lng dch v, s tha mn v lng trung thnh ca khch hng i vi Ngn hng.

H 2

S 1.3: M hnh nghin cu

1.3.1.1. Cht lng dch v Ngn hng."Cht lng dch v Ngn hng l nng lc ca Ngn hng, c Ngn hng cung cp v th hin qua mc tha mn nhu cu v mong mun ca khch hng". Tp th tc gi Marketing Ngn hng - Vin khoa hc Ngn hng (1999), Nh xut bn thng k.

Cht lng dch v do khch hng cm nhn ch khng phi do Ngn hng quyt nh. Cht lng dch v Ngn hng th hin s ph hp vi nhu cu v mong mun ca khch hng.Theo s 1.3, Cht lng dch v ca Ngn hng ng dng m hnh SERVQUAL gm nm thnh phn c bn: s tin cy, s p ng, phng tin hu hnh, nng lc phc v, s ng cm.1.3.1.2. S tha mn.Phng chm hot ng ca cc Doanh nghip kinh doanh l phi tha mn nhu cu ca khch hng v khch hng l ngun doanh thu, li nhun ca doanh nghip. Khi khch hng tha mn vi sn phm, dch v ca doanh nghip th kh nng h tip tc s dng sn phm, dch v l rt cao. Hn na, mt khi khch hng tha mn vi sn phm, dch v ca doanh nghip th h c xu hng ni tt v nhng sn phm, dch v ca doanh nghip vi nhng ngi khc - y l mt chin lc marketing kh hu hiu. S tha mn ca ngi tiu dng i vi Doanh nghip kinh doanh dch v da trn tng tip xc hay giao dch vi doanh nghip (Bitner & Hubbert, 1994).Cht lng dch v v s tha mn tuy l hai khi nim khc nhau nhng c lin h cht ch vi nhau trong nghin cu v dch v (Parasuraman & ctg, 1988). Cc nghin cu trc y cho thy cht lng dch v l nguyn nhn dn n s tha mn (Vd: Cronin & Taylor, 1992). L do l cht lng lin quan ti vic cung cp dch v, cn s tha mn ch ng gi sau khi s dng dch v . Nu nh cht lng c ci thin nhng khng da trn nhu cu ca khch hng th s khng bao gi khch hng tha mn vi dch v . Do , sau khi s dng dch v, nu khch hng cm nhn cht lng dch v cao p ng c k vng ca h th h s tha mn vi dch v . V ngc li, nu khch hng cm nhn dch v c cht lng thp, th vic khng hi lng s xut hin. Trn c s , ti a ra gi thuyt H1 nh sau:

H1: C mi quan h cng chiu gia cht lng dch v ca Ngn hng v s tha mn i vi dch v Ngn hng.1.3.1.3. Lng trung thnh i vi Ngn hng.

Lng trung thnh ca khch hng i vi Ngn hng ni ln xu hng ca khch hng s dng dch v ca Ngn hng v lp li hng vi . Do vy, Ngn hng no to c lng trung thnh ca khch hng cng cao th li nhun em li cng cao. Mt khi khch hng nh gi tt v cht lng dch v ca Ngn hng, th mi quan h gia khch hng v Ngn hng tr nn gn b hn. Zeithaml & ctg (1996) lp lun rng nu khch hng nh gi cht lng dch v ca mt cng ty tt th h s c xu hng cao cng ty , v quan trng hn l h biu l s a thch ca mnh i vi cng ty hn nhng cng ty cung cp dch v khc.

Cc nghin cu trc y cho thy s tha mn l yu t quan trng gii thch v s trung thnh ca khch hng (Vd: Jones & Suh, 2000). V mt khi khch hng tha mn th c xu hng s dng dch v nhiu v thng xuyn hn nhng khch hng khng tha mn. Trn c s , ti a ra gi thuyt H2 v H3 nh sau:

H2: C mi quan h cng chiu gia cht lng dch v Ngn hng v lng trung thnh i vi dch v Ngn hng.

H3: C mi quan h cung chiu gia s tha mn v lng trunh thnh i vi dch v Ngn hng.

1.3.2. Phng php thu thp s liu. Thu thp s liu th cp: cc s liu v Ngn hng nh: tnh hnh hot ng kinh doanh qua 3 nm 2008-2010, c cu t chc, i ng nhn vin...c ly t T hnh chnh, Phng k ton ca Ngn hng, t website ca Ngn hng, t cc lun vn, lun n...

Thu thp s liu s cp: Thng qua vic iu tra phng vn trc tip khch hng bng bng hi.

Thit k bng hi: Bng hi gm 2 phn chnh:

Phn I: Khch hng s c hi v mc k vng v mc cm nhn i vi cht lng dch v ca Ngn hng. Phn ny gm 5 ch tiu ca m hnh SERVQUAL l: s tin cy, s p ng, nng lc phc v, s ng cm, phng tin hu hnh. Nghin cu s dng thang o Likert vi 5 mc , 1-rt khng ng n 5-rt ng nh gi mc hi lng ca khch hng v cc dch v ca Ngn hng. Phn II: L cc cu hi v thng tin c nhn: thu nhp, gii tnh, tun sut thc hin giao dch ti Ngn hng....V s dng thang o nh danh thu thp cc thng tin c nhn khch hng nhm xem xt c hay khng gia cc i tng khc nhau th s hi lng khc nhau i vi dch v ca Ngn hng.1.3.3. Mu nghin cu.- Trong nghin cu ny, phng php phn tch d liu ch yu l phng php phn tch nhn t khm ph EFA v phn tch hi quy. 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 21bin, nu theo tiu chun 5 mu trn mt bin quan st th kch thc mu cn thit l 105 (21 * 5). m bo s mu cho vic nghin cu ti tin hng phng vn 160 khch hng, thu v c 138 mu, 22 mu khng hp l l do khch hng cha tr li ht cc cu hi, a vo phn tch 135 mu nhm m bo tnh khch quan.- Phng php chn mu: chn mu theo phng php ngu nhin h thng.

u tin chn ngu nhin n gin mt khch hng trong tng th. Khch hng u tin c chn bng cch: Ti tin hnh nh s t nhin t 1 n 10 sau bc xm. Kt qu bc xm cho con s 2 v ti chn n v mu u tin l khch hng n giao dch ti ngn hng th 2.

Sau , cch u k n v li chn ra mt n v mu.

Tin n ti xc nh bc nhy k = N/ n. Trong qu trnh thc tp ti ngn hng ti quan st trung bnh 1 ngy c 250 khch hng n giao dch. Vi tng s mu cn iu tra l 160 khch hng, ti d nh phng vn trong 5 ngy. Vy s khch hng cn phng vn trong mt ngy l 32 khch hng.

S bc nhy bng 8 (250/ 32). Vy sau khi tin hnh phng vn n v mu u tin th ti tin hnh phng vn cc n v mu tip theo theo th t l: 2, 10, 18, 26, 34, 42...

Thi gian phng vn: sng t 7h n 11h, chiu t 13h30 n 17h.

Phng vn trong 5 ngy: t ngy 14/3/2011 n 18/3/2011.

Qu trnh phng vn s kt thc khi s mu iu tra t 160 mu.1.3.4. Phng php phn tch v x l s liu:

Tng hp thng k: Tp hp cc s liu v thng tin thu thp c, chn lc v thng k nhng thng tin cn thit. Phng php so snh: Sau khi thu thp v chn lc nhng thng tin cn thit, tin hnh so snh qua cc thi k, xem xt xu hng bin ng ca cc ch tiu nh: tnh hnh ti chnh ca Ngn hng, i ng nhn vin...

S dng cc cng c trong SPSS phn tch s liu:- Phn tch m t: thng k m t tn s xut hin ca cc bin quan st, cng nh phn trm trong tng s.- Phn tch nhn t khm ph EFA l mt nhm cc th thut c s dng ch yu thu nh v tm tt cc d liu. Phn tch nhn t bng cc thnh phn chnh (principal components) cho php rt gn nhiu bin s (items) t nhiu c mi tng quan vi nhau thnh nhng i lng c th hin di dng mi tng quan theo ng thng c gi l nhng nhn t.

Gi s phn tch nhn t rt ra c i nhn t (factor), m hnh nhn t c din t nh sau:

Fi: c lng tr s ca nhn t i

Wi: quyn s hay trng s nhn t

n: s bin (items)iu kin tin hnh phn tch nhn t:

Bartl's test of sphericity (Sig < 0,05): cc bin quan st c tng quan vi nhau trn tng th.

Kaiser-Meyer-Olkin (KMO): 0,5 < KMO 0,5.

H s ti nhn t > 0,5 ch trn mt nhn t trong cng mt bin.

Sau khi rt trch c cc nhn t v lu li thnh cc bin mi, ti s s dng cc bin mi ny thay cho tp hp cc bin gc a vo cc phn tch tip theo: nh gi tin cy ca thang o bng h s Cronbach's Alpha, kim nh trung bnh, ANOVA, tng quan v hi quy...

H s Cronbach's Alpha: Sau khi tin hnh phn tch nhn t, ti nh gi tin cy ca thang o bng h s Cronbach's Alpha. Theo quy c th thang o c nh gi l tt phi c h s Cronbach's Alpha ln hn hoc bng 0,8. Tuy nhin, nhiu nh nghin cu ng rng: h s Cronbach's Alpha t 0,6 tr ln l c th s dng c. V cc bin c h s tng quan vi bin tng (item-correction) nh hn 0,3 s b loi.

Kim nh Kolmogorov-Smirnov: Kim nh ny c s dng kim nh gi nh v phn phi chun ca tng th.

Kim nh gi thit:

H0: Cc bin phn phi chun

H1: Cc bin khng phn phi chun

Mc ngha: = 0,05

Nu: Sig. (2-tailed) 0,05: Bc b gi thit H0

Sig. (2-tailed) > 0,05: Cha c c s bc b gi thit H0 Kim nh s bng nhau ca hai trung bnh tng th trong trng hp mu phn phi tng cp (Paired-Samples T-test).

iu kin p dng kim nh ny l kch c hai mu so snh phi bng nhau v chnh lch gia cc gi tr ca hai mu phi c phn phi chun. Nu mt trong hai iu kin trn khng tha ng th phi dng php kim nh du v hng Wilcoxon (Wilcoxon test) thay th.

Kim nh gi thit:

H0: Khng c s khc nhau v 2 tr trung bnh tng th.

H1: C s khc nhau v 2 tr trung bnh tng th.

Mc ngha: = 0,05

Nu: Sig. (2-tailed) 0,05: Bc b gi thit H0

Sig. (2-tailed) > 0,05: Cha c c s bc b gi thit H0 Kim nh One-Sample T-test: c s dng kim nh tr trung bnh ca mt tng th vi mt gi tr c th.

Kim nh gi thit:

H0: = Gi tr kim nh (Test value)

H1: Gi tr kim inh (Test value)

Mc ngha: = 0,05

Nu: Sig. (2-tailed) 0,05: Bc b gi thit H0

Sig. (2-tailed) > 0,05: Cha c c s bc b gi thit H0 Tng quan v hi quy:

H s tng quan Pearson: c s dng lng ha mc cht ch ca mi lin h tuyn tnh gia hai bin nh lng.( -1 r 1). Tr tuyt i ca r cho bit mc cht ch ca mi lin h tuyn tnh, gi tr tuyt i ca r cng tin gn ti 1 khi hai bin c mi tng quan tuyn tnh cht ch.

Sau khi rt trch c cc nhn t t phn tch nhn t EFA, xem xt cc vi phm gi nh cn thit trong m hnh hi quy tuyn tnh nh kim tra h s phng i phng sai VIF, kim tra gi tr Durbin-Watson. Nu cc gi nh trn khng vi phm, m hnh hi quy c xy dng. H s R2 cho thy cc bin c lp a vo m hnh gii thch c bao nhiu phn trm bin thin ca bin ph thuc.M hnh hi quy c dng:

Trong : Y: Bin ph thuc.

: H s chn (hng s).

: H s hi quy ring phn.

Xi: Cc bin c lp trong m hnh.

ei: Bin c lp ngu nhin.

Da vo h s Beta chun vi mc ngha Sig. tng ng xc nh cc bin c lp no c nh hng n bin ph thuc trong m hnh v nh hng vi mc ra sao. T , lm cn c kt lun chnh xc hn v a ra gii php c sc thuyt phc hn.

Phn tch phng sai mt yu t (One-Way ANOVA):

Mt s gi nh i vi phn tch phng sai mt yu t:

Cc nhm so snh phi c lp v c chn mt cch ngu nhin.

Cc nhm so snh phi c phn phi chun hoc c mu ln.

Phng sai ca cc nhm so snh phi ng nht.

Nu gi nh tng th c phn phi chun vi phng sai bng nhau khng p ng th kim nh phi tham s Kruskal-Wallis v Mann-Whitney s c s dng thay th cho ANOVA. Vi kim nh Mann-Whitney c s dng xem xt s khc bit v phn phi gia 2 tng th t cc d liu ca hai mu c lp, cn kim nh Kruskal-Wallis s dng kim nh s khc bit v phn phi gia ba (hay nhiu hn ba) tng th t cc d liu mu. Gi thit H0 cn kim nh l trung bnh tng th ca cc nhm so snh bng nhau. Tc l, khng c s khc bit gia cc trung bnh ca cc nhm so snh.

H0:

H1:

Mc ngha: = 0,05

Nu: Sig. (2-tailed) 0,05: Bc b gi thit H0

Sig. (2-tailed) > 0,05: Cha c c s bc b gi thit H0CHNG 2: TNG QUAN V NGN HNG NNG NGHIP V PHT TRIN NNG THN VIT NAM V CHI NHNH HUYN B TRCH, QUNG BNH2.1. Vi nt v Ngn hng Nng nghip v Pht trin Nng thn Vit Nam.2.1.1. Gii thiu chung v Ngn hng Nng nghip v Pht trin Nng thn Vit Nam.

Ngn hng Nng nghip v Pht trin Nng thn Vit Nam c thnh lp ngy 26/3/1988 vi tn gi ban u l: Ngn hng Pht trin Nng nghip Vit Nam . n nay, tri qua 23 nm ng hnh, pht trin cng qu trnh xy dng v i mi ca t nc, Ngn hng No & PTNT Vit Nam tri qua cc thi k bin i sau:

Ngy 14/11/1990, theo quyt nh 400/CT ca Th tng Chnh ph, Ngn hng Pht trin Nng thn c i tn thnh Ngn hng Nng nghip Vit Nam - hot ng ch yu trn lnh vc nng nghip, nng thn, l mt php nhn kinh t, t ch, t chu trch nhim v hot ng ca mnh trc php lut.

Ngy 15/11/1996, theo quyt nh s 280/Q-NHNN, i tn Ngn hng Nng nghip Vit Nam thnh Ngn hng Nng nghip v Pht trin Nng thn Vit Nam cho ti nay.Ngn hng t khi thnh lp n nay lun khng nh vai tr l Ngn hng thng mi ln nht, gi vai tr ch o, tr ct i vi nn kinh t t nc, c bit i vi nng nghip, nng dn, nng thn; thc hin s mnh quan trng dn dt th trng; i u trong vic nghim tc chp hnh v thc thi cc chnh sch ca ng, Nh nc, s ch o ca Chnh ph v Ngn hng Nh nc Vit Nam v chnh sch tin t, u t vn cho nn kinh t.

Ngn hng No & PTNT l ngn hng ln nht, dn u trong h thng ngn hng Vit Nam v vn, ti sn, ngun nhn lc, mng li hot ng, s lng khch hng. n 31/12/2010, Ngn hng c tng ti sn trn 524.000 t ng; vn t c 22.176 t ng; tng ngun vn 474.941 t ng; tng d n cho vay nn kinh t 414.755 t ng. Ngn hang co mang li hoat ng ln nht vi 2.300 chi nhanh va phong giao dich phu rng khp toan quc va 08 cng ty trc thuc hoat ng kinh doanh trn cc lnh vc khc nhau nh chng khon, bo him, vng bc, thng mi dich vu, du lch v.v... cung i ngu cn b, vin chc gn 40.000 ngi c ao tao bai ban, yu ngh co trach nhim vi cng vic, c trnh chuyn mn, nghip vu. Ngoi ra, Ngn hng cn c quan h i l vi 1.034 ngn hng ti 95 quc gia v vng lnh th; c trn 13 triu khch hng tin tng la chnNgn hng No & PTNT cng l ngn hng hng u ti Vit Nam tip nhn v trin khai cc d n nc ngoi, c bit l cc d n ca Ngn hng th gii (WB), Ngn hng Pht trin chu (ADB)Trong nhng nm gn y, Ngn hng cn c bit n vi hnh nh ca mt ngn hng hng u cung cp cc sn phm dch v tin ch, hin i.

Bc vo giai on mi hi nhp su hn, ton din hn, nhng ng thi cng phi i mt nhiu hn vi cnh tranh, thch thc sau khi Vit Nam gia nhp T chc Thng mi th gii (WTO) ngy 07/11/2006, cam kt m ca hon ton th trng ti chnh - ngn hng vo nm 2011, Ngn hng xc nh kin tr mc tiu v nh hng pht trin theo hng Tp on ti chnh - ngn hng mnh, hin i c uy tn trong nc, vn tm nh hng ra th trng ti chnh khu vc v th gii.

2.1.2. Vn ha ca Ngn hng No & PTNT. Vn ha doanh nghip c xy dng i vi h thng Ngn hng Nng nghip v Pht trin Nng thn Vit Nam c th c tm lc trong 10 ch sau: "Trung thc, K cng, Sng to, Cht lng, Hiu qu".

Trong , Trung thc c hiu l ng vi ngh ca mnh, vi nhng g c, xy ra hoc ngay thng, tht th.

K cng l nhng php tc chi phi cuc sng x hi, t chc, gia nh... gn gi nhng quan h gia ngi vi ngi trong khun kh mt li sng sinh hot c coi l ph hp vi o c.

Sng to l lm ra ci cha bao gi c hoc tm ti lm tt hn m khng b g b.

Cht lng c hiu l gi tr v mt li ch. N bao gm cht lng v sn phm v cht lng cng tc.Hiu qu l kt qu mong mun, ci sinh ra kt qu m con ngi ch i v hng ti. N c nhng ni dung khc nhau i vi nhng lnh vc khc nhau. Ngn hng No & PTNT Vit Nam xy dng nn vn ha doanh nghip nhm hng ti cc mc tiu sau:

vn ha doanh nghip tr thnh ngun sc mnh ni lc trong kinh doanh.

Vn ha doanh nghip tr thnh gii php qun tr iu hnh, gp phn cng c uy tn, nng cao v th ca Ngn hng trong nc v quc t.

vn ha doanh nghip tr thnh phm cht, o c, np sinh hot v lm vic ca cng nhn vin chc. Tr thnh truyn thng ca Ngn hng, cng c nim tin bn vng ca khch hng, chim lnh th phn, m rng th trng, nng cao sc mnh cnh tranh v cht lng ca cc dch v, sn phm th trng trong nc v quc t.

2.2. Tng quan v Ngn hng Nng nghip v Pht trin Nng thn Chi nhnh huyn B Trch, Qung Bnh.

2.2.1. Qu trnh hnh thnh v pht trin.Trc gii phng, Chi nhnh ngn hng nh nc khu vc B Trch i tn thnh Ngn hng Nng nghip B Trch, khi tnh Qung Bnh st nhp vi tnh Qung Tr v Tha Thin Hu thnh tnh Bnh Tr Thin. Thc hin cng cuc i mi ca ng v nh nc, theo ngh nh s 53/ HBT ca Hi ng B trng ngy 26/3/1988 "V t chc b my Ngn hng Nh nc Vit Nam" hnh thnh m hnh ngn hng 2 cp v phn nh r chc nng qun l nh nc v tin t, tn dng, Ngn hng v chc nng kinh doanh tn dng tin t, v dch v ngn hng th Ngn hng No & PTNT Qung Bnh c thnh lp cng vi cc chi nhnh ngn hng cp 2 trc thuc.

Lc mi c thnh lp Chi nhnh ngn hng cn gp rt nhiu kh khn v: s s vt cht, trang thit b, i ng nhn vin...

V c s vt cht: v mi c tch ra t h thng ngn hng Bnh Tr Thin nn Chi nhnh cn rt thiu thn cc trang thit b phc v cho hot ng kinh doanh, c s vt cht ngho nn...

V i ng nhn vin: khi chia tch th Chi nhnh ngn hng phi tip nhn cn b t nhiu ni v vi s lng ng nhng nng lc v trnh khng ng u. a s cht lng chuyn mn v chnh tr yu.Tri qua nhng chng ng kh khn, hin nay ngn hng pht trin bn vng vi i ng nhn vin c trnh chuyn mn cao, ng u v nng lc cng nh kinh nghim tc v cao. Vi c s h tng m bo, tr s chnh ng th trn c kinh t - x hi pht trin to iu kin thun li cho hot ng kinh doanh.

Tr s chnh ca Chi nhnh ngn hng No & PTNT B Trch ng : Tiu khu 4, Th trn Hon Lo, B Trch, Qung Bnh Cc phng giao dch trc thuc Chi nhnh:

- Phng giao dch Thanh Kh

- Phng giao dch L Ha

- Phng giao dch Th Lc2.2.2. S c cu t chc ca Chi nhnh v chc nng ca cc b phn.2.2.2.1. C cu t chc

S 2.1: C cu t chc Chi nhnh Ngn hng No & PTNT huyn B Trch.Ghi ch:

: Quan h trc tuyn

: Quan h chc nng2.2.2.2. Chc nng ca cc b phn.Cn c vo m hnh t chc Ngn hng No & PTNT Vit Nam v tnh hnh kinh doanh ca chi nhnh Ngn hng No & PTNT B Trch, b my c t chc n gin, gn nh v chc nng cc phng ban nh sau: Ban gim c: (1 gim c-1 ph gim c), c nhim v ch o, iu hnh ton b hot ng ca Chi nhnh v cc phng giao dch trc thuc. Xy dng, thc hin, kim tra cc chng trnh hnh ng c th hon thnh ch tiu k hoch do Ban gim c trc thuc ngn hng tnh ra.

Ban gim c Phng giao dch: (1 gim c v 1 ph gim c): c nhim v ch o, iu hnh hot ng ca phng giao dch. Xy dng, thc hin, kim tra cc chng trnh hnh ng nhm hon thnh cc k hoch do Ban gim c chi nhnh ra. Phng nghip v: t chc, thc hin cc nghip v chuyn mn, duy tr hot ng bnh thng ca ngn hng. Bao gm cc phng ban sau:

Phng k ton - ngn qu:

- Trc tip tip xc vi khch hng, thc hin cc giao dch vi khch hng.

- Trc tip k ton, hoch ton thng k v thanh ton theo quy nh ca Ngn hng nh nc v Chi nhnh ngn hng trc thuc.

Thc hin k hoch ti chnh v pht trin chin lc khch hng tin gi, m ti khon khch hng n giao dch.

Thc hin cc dch v tin ch ca khch hng nh: nghip v chuyn tin, nghip v th... Lp cc bo co v tnh hnh hot ng kinh doanh ca Chi nhnh vo cc thi im quy nh.

Thc hin nh mc tn qu, m bo ch an ton kho qu theo quy nh Phng kinh doanh c cc nhim v sau:

Trc tip thm nh u t, kinh doanh v hch ton thu hi n i vi cc loi hnh kinh t trn a bn theo ng quy nh nghip v ca ngnh.

Xy dng n pht trin hot ng kinh doanh v xut cc chin lc kinh doanh ca Chi nhnh.

Lp k koch v thc hin k hoch kinh danh ca Ngn hng Nng nghip cp trn giao. Tin hnh ch ng cc bin php x l, thu hi n kp thi.

T hnh chnh: c cc nhim v sau:

Xy dng quy ch, t chc ngn hng

Qun l nhn s, thi ua, lao ng, tin lng ca nhn vin

Tham mu cho gim c v cng tc t chc b my qun l v tuyn dng .

2.2.3. Tnh hnh lao ng ca Chi nhnh qua 3 nm 2008 - 2010.Ngun nhn lc ng vai tr quan trng, quyt nh hot ng kinh doanh ca doanh nghi. Th gii ang c xu hng chuyn t kinh t da vo s giu c ca cc ngun ti nguyn sang kinh t tri thc. Trong bi cnh , ngun lc con ngi ngy cng tr thnh ng lc ch yu ca s pht trin nhanh v bn vng. i vi cc doanh nghip ni chung v cc ngn hng thng mi ni ring yu t u vo bao gm vn, cng ngh, ngun nhn lc, trong ngun nhn lc ng vai tr quan trng nht. V vy, h thng chnh sch qun tr ngun nhn lc cn c xy dng mang tnh nhn bn, cao gi tr v s ng gp ca tng c nhn lao ng trong qu trnh cng tc. Bn cnh , cn tp trung nh hnh tnh cch vn ha v xy dng vn ha doanh nghip theo hng chuyn nghip, cng bng v hp tc nhm to tm l n nh v gn b lu di cho doanh nghip.T bng 2.1 cho thy, ngun nhn lc ca Chi nhnh ngn hng qua 3 nm khng c s thay i v s lng; s lao ng ca Chi nhnh qua 3 nm u l 57 ngi v ch c s thay i v c cu gii tnh, c cu trnh hc vn.

C th l, nm 2008 s lng lao ng n 32 ngi chim 56,14%, cn lao ng nam l 25 ngi (chim 43,86%). Sang nm 2009, 2010 s lao ng n l 30, 29 ngi (chim 52,63%, 50,88%) v s lao ng nam gim tng ng vi s bin ng ca lao ng n. Nguyn nhn l do, s lao ng n n tui v hu theo ch v Ngn hng tuyn thm lao ng nam lm cng tc tn dng. C cu lao ng theo trnh hc vn cng khng c bin ng g ng k qua 3 nm, ch c nm 2010 c lao ng trnh trn i hc tng 1 ngi. Xt theo t trng gia cc nhm lao ng c trnh hc vn khc nhau th ta thy, lao ng c trnh hc vn bc Cao ng v Trung cp cn kh cao so vi cc ngn hng khc. V t l lao ng c trnh khc cng kh nhiu, phn ln nhng lao ng ny lm cng tc bo v v phc v. C th l, nm 2008 v 2009 lao ng c trnh i hc chim 70,18% (40 ngi), lao ng c trnh Cao ng - Trung cp chim 15,79% (9 ngi) v cui cng l lao ng c trnh khc chim 14,04% (8 ngi).Bng 2.1 : Tnh hnh s dng lao ng ca Chi nhnh Ngn hng qua 3 nm 2008 - 2010.

VT: ngi

Ch tiuNm 2008Nm 2009Nm 20102009/20082010/2009

S lngT trng (%)S lngT trng (%)S lngT trng (%)S lngT trng (%)S lngT trng (%)

Tng s5710057100571000-0-

Phn theo gii tnh

N 3256,143052,632950,88-2-6,25-1-3,33

Nam2543,862747,372849,122813,7

Phn theo trnh hc vn

Trn H000011,74001-

H4070,184070,184070,180000

C & TC915,79915,79814,0400-1-11,11

Khc 814,04814,04814,040000

(Nguxn: T hnh chnh Chi nhnh ngn hng)2.2.4. Kt qu hot ng kinh doanh ca Chi nhnh qua 3 nm 2008 - 2010.Qua bng 2.2 ta thy, tnh hnh hot ng kinh doanh ca ngn hng kh kh quan, tng li nhn tng qua cc nm. C th l, nm 2009 tng li nhun t 7.340 triu ng tng 898 triu ng tng ng tng 13,94% so vi nm 2008. Sang nm 2010, tnh hnh kinh doanh pht trin hn, tng li nhun t 12.378 triu ng tng 5.038 triu ng so vi nm 2009 tng ng tng 68,64%. Nm 2010, tng li nhun ca ngn hng tng vt bc so vi nm 2009 l do trong nm 2009 tnh hnh ti chnh th gii cng nh trong nc c nhiu bin ng ln. Nht l sau cuc khng hong ti chnh tin t M - cc ngn hng M ng lot tuyn b ph sn lm cho h thng ngn hng trn th gii u b nh hng, nht l i vi cc ngn hng cc quc gia c quan h kinh t vi M nh: Anh, Nga, Iceland, Nht bn, i loan, Sigapore...Vit Nam cng khng trnh khi nhng nh hng, mc d c nhng bin php nhm hn ch. Th nhng h thng ngn hng nc ta cng gp rt nhiu kh khn: khch hng ng lot n rt tin mt, hu nh khng c khch hng ti gi tin...V Ngn hng No & PTNT B Trch cng gp nhng kh khn tng t, lm cho tng li nhun nm 2009 tng trng chm. Th nhng y cng l mt thnh tch ng khen i vi i ng cn b nhn vin ngn hng, trong tnh hnh khng hong nghim trng nh vy m tnh hnh kinh doanh ca ngn hng vn c li dng trong khi nhiu ngn hng c li m kh ln.

Trong nm 2009, hu ht cc khon thu nhp t cc hot ng kinh doanh ca ngn hng nh: t hot ng tn dng, hot ng dch v, hot ng ngoi hi u gim st so vi nm 2008. Trong :

Li nhun thun t hot ng tn dng gim 921 triu ng so vi nm 2008, tng ng gim 6,05% l do: tc gim ca ch tiu thu nhp t hot ng tn dng nhanh hn so vi tc gim ca ch tiu chi ph cho hot ng tn dng. (11,54% < 13,78%). iu ny cng d hiu, v nm 2009 nn kinh t gp khng hong trm trng, do tm l khch hng cng b xo ng lm cho s lng khch hng gi tin, vay tin th gim st trong khi lng khch hng n rt tin th nhiu khin cho hot ng kinh doanh ca ngn hng gp kh khn. Ngn hng phi b ra chi ph ln nhm tng cng hot ng huy ng vn, ly li lng tin i vi khch hng bng cch tng li sut tin gi v gim li sut cho vay.Bng 2.2: Bo co kt qu hot ng kinh doanh qua 3 nm 2008 - 2010.

VT: Triu ng

Ch tiu31/12/200831/12/200931/12/20102009/20082010/2009

+/ -%+/ -%

1. Thu nhp li v cc khon thu nhp tng t52.58346.51361.395-6.070-11,5414.88232

2. Chi ph li v cc khon chi ph tng t37.37132.22236.760-5.149-13,784.53814,08

I. LNT t hot ng tn dng15.21214.29124.635-921-6,0510.34472,38

3. TN ph t hot ng dch v7598011.129425,5332840,95

4. Chi ph hot ng dch v2402932895322,08-4-1,37

II. LNT t hot ng dch v519508840-11-2,1233265,35

5. Thu nhp t HKD ngoi hi1335365-80-60,151222,64

6. Chi ph HKD ngoi hi27910-18-66,67111,11

III. LNT t HKD ngoi hi1064355-63-59,431227,91

7. Thu t HKD khc4163-3-75626.200

8. Chi ph HKD khc32449252-275-84,88203414,29

IV. LNT t HKDK-320-47-189273-85,31-142302,13

V. Cc khon thu nhp khc1.0286.1873.1135.159501,85-3.074-49,68

VI. Chi ph d phng3.5533.9895.18543612,271.19629,98

VII. Chi ph hot ng6.5519.65410.8913.10347,371.23712,81

VIII. Tng li nhun6.4427.34012.37889813,945.03868,64

(Ngun: Bo c ti chnh ca Chi nhnh ngn hng)Hot ng kinh doanh ngoi hi cng gim kh mnh so vi nm 2008. C th l, li nhun thun t hot ng kinh doanh ngoi hi trong nm 2009 t 43 triu ng, gim 63 triu ng so vi nm 2008, tng ng gim 59,43% l do, thu nhp t kinh doanh ngoi hi gim mnh so vi nm 2008. Thu nhp t hot ng kinh doanh ngoi hi nm 2009 t 53 triu ng gim 80 triu ng tng ng gim 60,15% trong khi chi ph t hot ng kinh doanh ngoi hi t 9 triu ng gim 18 triu ng (66,67%). Chi ph kinh doanh ngoi hi gim l iu kin tt cho hot ng kinh doanh ca ngn hng th nhng do thu nhp t hot ng kinh doanh ngoi hi gim kh mnh nn lm cho li nhun thun t hot ng ny cng gim theo.

Li nhun thun t hot ng dch v cng gim so vi nm 2008. Nm 2009, li nhun thun t hot ng dch v t 508 triu ng, gim 11 triu ng (gim 2,12%).Tuy li nhun t cc hot ng kinh doanh chnh ca ngn hng u gim st so vi nm 2008, th nhng tng li nhun nm 2009 vn tng ln l nh: cc khon thu nhp khc t 6.187 triu ng, tng 5.159 triu ng (501,85%) so vi nm 2008. Cc khon thu nhp khc khng nhng b p cc khon chi ph nh: chi ph d phng, chi ph hot ng...m cn lm cho tng li nhun nm 2009 tng so vi nm 2008.Sang nm 2010, kt qu hot ng kinh doanh ca ngn hng c s tng trng vt bc, sau cuc khng hong ngn hng nhanh chng ly li uy tn vi khch hng v duy tr hot ng kinh doanh c hiu qu. C th l, li nhun thun t tt c cc hot ng u tng so vi nm 2009. Trong :

Li nhun thun t hot ng tn dng tng ln trong thy, tng 10.344 triu ng (tng 72,38%) so vi nm 2009. Tip n l li nhun thun t hot ng dch v tng 332 triu ng (tng 65,35% ) v li nhun thun t hot ng kinh doanh ngoi hi tng 12 triu ng (tng 27,91%). Trong khi , li nhun thun t cc hot ng khc, cc khon thu nhp khc gim 3.074 triu ng v cc khon chi ph nh chi ph d phng, chi ph hot ng cng tng ln hn 2 t ng.Nh vy, trong nm 2010 Ngn hng No & PTNT B Trch khng nhng thot ra khi vng xoy khng hong ti chnh m cn tng trng trong thy.

CHNG 3: NH GI S HI LNG CA KHCH HNG C NHN I VI DCH V CA NGN HNG No & PTNT CHI NHNH HUYN B TRCH, QUNG BNH.3.1. c trng c bn ca khch hng c nhn s dng dch v ca Chi nhnh ngn hng No & PTNT B Trch, Qung Bnh.

Qua cuc iu tra vi tng s l 135 mu trn a bn huyn B Trch, khch hng ca Chi nhnh ngn hng c nhng c im c bn sau:

V gii tnh: c 44 khch hng l nam gii tng ng 32,6% v 91 khch hng l n gii tng ng 67,4%. nhng con s ny phn nh ng thc t. V n gii thng nhanh nhy hn trong vic thc hin cc th tc giy t lin quan n dch v, do tn s khch hng n n giao dch ti ngn hng nhiu hn.

Xt v tui: theo kho st th nhm khch hng c tui t 35 n di 55 tui l khch hng ch yu ca ngn hng chim 40% (54 khch hng), tip l nhm khch hng tui trn 55 tui chim 34,07% (46 khch hng) v cui cng l nhm khch hng c tui t 25 n di 35 tui chim 25,93% (35 khch hng). Trong cuc kho st ny th khng c khch hng no di 25 tui. iu ny cng d hiu, nhng nhm khch hng tui trn 25 tui to ra tin v c trch nhim php l, nn nhm khch hng ny giao dch ti ngn hng nhiu l hp l.

Xt v trnh hc vn: theo trnh hc vn th khch hng ch yu ca ngn hng c trnh hc vn bc lao ng ph thng chim 63% (85 khch hng), tip n l nhm khch hng c trnh bc i hc chim 26,7% (36 khch hng) v cui cng l trnh bc trung cp, cao ng. Trnh hc vn cng c mi lin h vi thu nhp hng thng, nhng c khc bit mt im khu vc ny l: nhng khch hng c thu nhp hng thng trn 6 triu ng ch yu l nhm khch hng c trnh hc vn bc lao ng ph thng. Qua kho st thc t th ti nhn thy rng nhng nhm khch hng ny c thu nhp cao nh vy l nh con em h i xut khu lao ng nc ngoi. Cn nhng khch hng thuc nhm c trnh hc vn bc i hc, cao ng hay trung cp th c mc thu nhp tng ng vi trnh hc vn.

Xt v mc giao dch ti ngn hng: khch hng ca ngn hng c mc giao dch trung bnh t 1 n 3 ln trn thng chim phn ln, tng ng 53,3% (80 khch hng), v trn 3 ln chim 28,7% (43 khch hng) cn 8% (12 khch hng) c mc giao dch trung bnh di 1 ln/ thng.

Khch hng ca Chi nhnh ngn hng No & PTNT kh a dng, tng hp i tng nghin cu c th hin bng sau:

Bng 3.1:Tng hp c trng khch hng ca Ngn hng No & PTNT B Trch, Qung BnhTiu chTn s (khch)Tn sut (%)

Gii tnh

Nam4432,6

N9167,4

tui

< 25 tui00

25 - di 35 tui3525,93

35 - di 55 tui5440,0

> 55 tui4634,07

Trnh hc vn

Lao ng ph thng8563

Trung cp, cao ng1410,4

i hc3626,7

Trn i hc00

Thu nhp

6 triu ng2921,5

Mc giao dch trung bnh

3 ln/ thng4328,7

(Ngun:T hnh chnh Chi nhnh ngn hng)3.2. Nghin cu nh gi ca khch hng i vi cht lng dch v ca Ngn hng No & PTNT B Trch, Qung Bnh.Nghin cu nh gi ca khch hng v cht lng dch v ca ngn hng, ti tin hnh nh gi trn cc kha cnh sau:

nh gi k vng ca khch hng

nh gi cm nhn thc t ca khch hng sau khi s dng dch v ca ngn hng. nh gi mc tha mn ca khch hng trn c s so snh gia gi tr k vng v gi tr cm nhn ca khch hng.

nh gi mc trung thnh ca khch hng.

nh gi mi quan h gia cht lng dch v, s tha mn v lng trung thnh ca khch hng.

3.2.1. nh gi thang o cht lng dch v ca m hnh nghin cu.

3.2.1.1. nh gi thang o bng h s tin cy Cronbach's Alpha

Thang o cht lng dch v theo m hnh SERVQUAL gm 5 thnh phn chnh v c th hin qua 21 bin quan st: s tin cy, s p ng, phng tin hu hnh, s ng cm, nng lc phc v. tin cy ca cc thnh phn trong thang o s c nh gi qua h s tin cy Cronbach's Alpha. Ti tin hnh kim nh h s tin cy ca thang o cht lng dch v, kt qu kim nh h s Cronbach's Alpha ca cc thnh phn trong thang o c th hin qua bng 3.2.

Bng 3.2: Kt qu kim nh Cronbach's Alpha i vi cc thnh phn thang o cht lng dch v.Thnh phn thang oCronbach's AlphaH s tng quan bin tng

Ln nhtNh nht

S tin cy0,7480,6690,317

S p ng0,6510,4840,484

Phng tin hu hnh0,6180,5410,541

Nng lc phc v0,6850,6080,440

(Ngun: X l s liu iu tra)Thnh phn s p ng, kt qu kim nh Cronbach's Alpha i vi cc tiu ch "NVNH hng dn th tc cho khch hng y , d hiu", "Ngn hng cung cp dch v nhanh chng kp thi", "Ngn hng lun gii quyt tha ng nhng thc mc ca khch hng" c h s tng quan bin tng nh hn 0,3 nn cc bin ny b loi b.Thnh phn phng tin hu hnh, kt qu kim nh Cronbach's Alpha cho ra h s tng quan bin tng nh hn 0,3 i vi bin "Trang phc nhn vin gn gng, lch s", nn bin ny b loi b.Thnh phn nng lc phc v, bin"NVNH gii p mi thc mc mt cch r rng, chuyn nghip" c h s tng quan bin tng nh hn 0,3 v b loi b khi thang o v n khng c tin cy.

Kt qu kim nh Cronbach's Alpha i vii thnh phn thang o s ng cm cho h s Alpha nh hn 0,6 ng thi cc bin thuc thang o c h s tng quan bin tng nh hn 0,3. Chng t thang o s ng cm khng ng tin cy, nn thnh phn ny b loi b khi m hnh nh gi cht lng dch v ngn hng.

Da vo bng 3.2 ta thy: tt c cc thnh phn ca thang o cht lng dch v trong m hnh sau khi loi cc bin khng t yu cu c h s tng quan bin tng ln hn 0,3 v Alpha ln hn 0,6. V vy, thang o cht lng dch v t yu cu.3.2.1.2. nh gi cc thnh phn thang o cht lng dch v bng phn tch nhn t khm ph EFA.

Sau khi nh gi tin cy ca cc thnh phn trong thang o cht lng dch v, ti tin hnh phn tch nhn t khm ph EFA xem xt mc hi t ca cc bin quan st ca cc thnh phn. Phng php phn tch nhn t c chp nhn khi gi tr h s Kaiser-Meyer-Olkin (KMO) ln hn hoc bng 0,5 v nh hn hoc bng 1 (Othman & Owen, 2002), eigenvalue ln hn 1 v tng phng sai trch ln hn hoc bng 50% (Gerbing & Anderson, 1988).

Kt qu kim nh KMO v Bartlett's trong phn tch nhn t i vi cc thnh phn ca thang o cht lng dch v l 0,569 (ln hn 0,5) vi mc ngha bng 0 (Sig. = 0,000), cho thy tin hnh phn tch nhn t trong nghin cu ny l ph hp.Bng 3.3: Kt qu kim nh KMO

Kaiser-Meyer-Olkin Measure of Sampling Adequacy.,569

Bartlett's Test of SphericityApprox. Chi-Square751,745

Df78

Sig.0,000

(Ngun: X l s liu iu tra)Ti cc mc gi tr Eigenvalues ln hn 1 v vi phng phng php rt trch principal components v php quay varimax, phn tch nhn t rt ra 5 thnh phn t 13 bin quan st v vi tng phng sai trch l 75,774% (>50%) t yu cu.

Da trn kt qu phn tch nhn t ln 1 bng 3.4, bin "Ngn hng thc hin dch v ng ngay t u" b loi do c h s ti nhn t nh hn 0,5 tt c 5 thnh phn c rt trch v bin "Thng tin c nhn ca khch hng c bo mt hon ton c hai h s ti nhn t l 0,591 (thnh phn 2) v 0,592 (thnh phn 5) u ln hn 0,5 nhng li khng c s chnh lch r rng gia hai h s ny nn cng b loi ra khi phn tch.Bng 3.4: Kt qu phn tch nhn t khm ph EFA ln 1Bin quan stThnh phn

12345

NV khng qua bn rn n mc khng p ng nhu cu ca khch hng0,861-0,012-0,0440,0280,072

NVNH lun sn lng gip khch hng0,7810,2940,1660,114-0,215

Thi gian khch hng ngi i n lt giao dch ngn0,637-0,127-0,2370,1950,552

Khch hng cm thy an ton khi tin hnh giao dch ti ngn hng-0,0150,870-0,1180,0810,192

Ngn hng cung cp v thc hin dch v ng nh ha0,3680,756-0,327-0,029-0,059

Thi nhn vin nim n, nhit tnh0,045-0,0050,822-0,0550,057

NVNH lun cung cp cc thng tin DV cn thit.-0,267-0,1170,7470,014-0,334

Thi ca NVNH em n cho khch hng s tin cy0,079-0,2520,7000,081-0,077

Trang thit b h tr cho vic thc hin dch v y 0,0180,1400,0790,899-0,159

Ngn hng c c s vt cht hin i0,207-0,110-0,1030,8110,254

Ngn hng thc hin dch v ng ngay t u0,4280,429-0,272-0,4790,377

Ngn hng lm vic ng gi-0,0070,144-0,0970,0220,800

Thng tin c nhn ca khch hng c bo mt hon ton-0,0860,5910,012-0,1200,592

Eigenvalues3,6892,0701,5321,3631,197

Phng sai trch (%)75,774

(Ngun: X l s liu iu tra)Kt qu rt trch ln 3 cho ta 11 bin t yu cu vi 5 thnh phn ca thang o c h s KMO l 0,528 (ph lc 1) tng ng vi mc ngha bng 0 (Sig. = 0,000) v phng sai trch l 74,03% t yu cu (>50%). Tuy nhin, bin "Ngn hng lm vic ng gi" thuc thnh phn th 5 khng t yu cu - mi nhn t phi c t nht 2 bin quan st, nn bin ny b loi khi m hnh. V kt qu phn tch nhn t cho bng 3.5 vi 10 bin quan st t yu cu chia thnh 4 nhn t. Bng 3.5: Kt qu phn tch nhn t EFA ln 3Bin quan stThnh phn

1234

NVNH lun cung cp cc thng tin dch v cn cho khch hng.0,812-0,358-0,1160,018

Thi ca NVNH em n cho khch hng s tin cy.0,7400,056-0,1960,058

Thi nhn vin nim n, nhit tnh.0,7140,073-0,107-0,050

NV khng qu bn rn n mc khng p ng nh cu ca khch hng-0,0060,8630,0780,018

Thi gian khch hng ngi i n lt giao dch ngn.-0,3390,731-0,1130,249

NVNH lun sn lng gip khch hng.0,2880,7010,4220,060

Khch hng cm thy an ton khi tin hnh giao dch ti ngn hng-0,196-0,0550,8390,087

Ngn hng cung cp v thc hin dch v nh ha-0,2580,2740,825-0,046

Trang thit b h tr cho vic thc hin dch v y 0,158-0,0430,1920,890

Ngn hng c c s vt cht hin i.-0,1490,270-0,1370,838

Eigenvalues2,8781,8911,3721,262

Phng sai trch (%)74,030

(Ngun: x l s liu iu tra)Bng 3.5: cho thy thnh phn u tin gm cc bin: "NVNH lun cung cp cc thng tin dch v cn thit cho khch hng", "Thi ca nhn vin em n cho khch hng s tin cy" "Thi nhn vin nim n, nhit tnh". c gi chung l thnh phn nng lc phc v.Thnh phn th 2 bao gm 3 bin quan st: "Nhn vin khng qu bn rn n mc khng p ng nhu cu ca khch hng", "NVNH lun sn lng gip khch hng", "Thi gian khch hng ngi i n lt giao dch ngn". Th hin kh nng p ng nhu cu ca khch hng n thuc thnh phn S p ng.Thnh phn th 3 bao gm 2 bin quan st: "Khch hng cm thy an ton khi tin hnh giao dch ti ngn hng", "Ngn hng cung cp v thc hin dch v nh ha" c gi chung l S tin cy.Thnh phn th 4 gm 2 bin quan st: "Trang thit b h tr cho vic thc hin dch v y ", "Ngn hng c c s vt cht hin i", c gi chung l Phng tin hu hnh.Vi tng phng sai trch l 74,03% cho bit 4 nhn t trn gii thch c 74,03% bin thin ca d liu.

M hnh cht lng dch v chm sc khch hng cui cng c th hin m hnh sau:

S 3.1: M hnh cht lng dch v hiu chnhSau khi tin hnh phn tch nhn t v rt trch c cc nhn t trong m hnh nh gi cht lng dch v v xy dng m hnh nh gi mi, ta tin hnh kim nh li thang o cht lng dch v ngn hng mi bng h s Cronbach's Alpha.

Kt qu kim nh bng 3.6 cho thy cc thnh phn u c h s Cronbach's Alpha ln hn 0,6 v h s tng quan bin tng ca cc bin thuc cc thnh phn thang o u ln hn 0,3, y l thang o lng kh.Bng 3.6: Kt qu kim nh tin cy ca cc nhn t miNhn tCronbach' AlphaH s tng quan bin tng

Ln nhtNh nht

Nng lc phc v0,6850,6090,440

S p ng0,6980,6110,464

S tin cy0,7230,5730,573

Phng tin hu hnh0,6810,5410,541

(Ngun: X l s liu iu tra)3.3. nh gi mc k vng ca khch hng v cht lng dch v ca ngn hng.Thng k mc k vng ca khch hng v cht lng dch v c th hin bng 3.7.

a s khch hng c iu tra u c k vng cao tt c cc yu t thuc cc thnh phn thang o cht lng dch v. Trong , tiu ch "Khch hng cm thy an ton khi tin hnh giao dch ti ngn hng" c k vng cao nht vi 90 ngi chim 66,7%. V hu ht cc khch hng n giao dch ti ngn hng u c lin quan n kinh t, ti chnh ca h nh: i vay tin, gi tinDo , mt khi c lin quan ti kinh t th xu hng cc khch hng u la chn ni m mnh cm thy an tm, c th tin tng c tin hnh cc hot ng dch v.

Yu t c khch hng k vng cao tip theo l "Thi gian khch hng ngi i n lt giao dch ngn" v "Nhn vin ngn hng lun cung cp nhng thng tin dch v cn thit cho khch hng" vi 68 ngi, chim 50,4%. S d nh vy l do khch hng khng mun trong tnh trng phi ch i. Tm l ca bt k ai cng vy, khi lm mt vic g u mong lm cho nhanh chng v xong vic, v li vic ch i qu lu s khin cho khch hng cm thy mt mi, kh chu.

Cc tiu ch cng c khch hng k vng kh cao nh:

"Ngn hng cung cp v thc hin dch v nh ha" thuc thnh phn s tin cy ca thang o chim 48,1% (65 ngi).

"Thi ca nhn vin ngn hng em n cho khch hng s tin cy" thuc thnh phn s p ng ca thang o chim 40% (63 ngi).

"Nhn vin khng qu bn rn n mc khng p ng nhu cu ca khch hng" thuc thnh phn nng lc phc v ca thang o cht lng dch v chim 40% (54 ngi).

Nguyn nhn l do:

Mt khi khch hng la chn ngn hng No & PTNT thc hin cc giao dch ca mnh th trong tm tr ca h nh hnh c Ngn hng No & PTNT l mt ngn hng c gn kt vi ngi nng dn nht t trc ti nay. Bn cnh , Ngn hng No & PTNT B Trch ra i v pht trin cng vi Ngn hng No & PTNT Vit Nam v cho ti nay Ngn hng c uy tn 23 nm hot ng trong lnh vc ti chnh ngn hng. V lun l ngn hng hng u, lun dn u trong h thng ngn hng Vit nam.

Trong qu trnh thc hin giao dch, nhn vin ngn hng l ngi trc tip cung cp dch v, truyn t nhng thng tin dch v cn thit cho khch hng. Mt khc, i ng nhn vin ngn hng l b mt ca ngn hng. Do , thi ca nhn vin m khng to ra c s tin cy th s lm cho khch hng cm thy thiu s tin tng i vi ngn hng ny. Nh vy, khch hng k vng cao i vi tiu ch ny l ph hp.

Ngn hng No & PTNT B Trch l mt chi nhnh ca Ngn hng No & PTNT Qung Bnh nn i ng nhn vin cn hn ch, m s lng khch hng n giao dch ti ngn hng th kh ng, nht l vo nhng gi cao im nh: gn tt nguyn ng, ra tt, hay nhng ngy u tunth lng khch giao dch l kh ng. Do vy, rt nhiu khch hng k vng rng i ng nhn vin c huy ng ph hp m bo cho vic cung ng dch v kp thi cho khch hng. i vi cc tiu ch cn li, khch hng k vng cng kh cao. C th, tiu ch "Ngn hng c c s vt cht hin i", "Nhn vin ngn hng lun sn lng gip khch hng" cng mt mc k vng l 86,6% tng ng vi 117 ngi c hai mc l ng v rt ng , v tiu ch "Trang thit b h tr cho vic thc hin dch v y " mc k vng l 90,4% (122 ngi). iu ny cng c th hiu c, v tt c nhng tiu ch ny u cu to nn dch v ca ngn hng. Hu ht cc nghip v ngn hng u c thc hin trn my vi tnh nn thit b cng hin i th cng tit kim c thi gian. V li, khi thc hin giao dch trong mt ngn hng c c s vt cht khang trang, hin i th tm l ca khch hng s thoi mi v d chu hn.

Bng 3.7 : Thng k mc k vng ca khch hng i vi cc thnh phn ca thang o cht lng dch v ca ngn hng.Bin quan stKhng ng Bnh thngng Rt ng

Tn s (ngi)%Tn s (ngi)%Tn s (ngi)%Tn s (ngi)%

Thi nhn vin nim n, nhit tnh75,2584354401611,9

NVNH lun cung cp cc thng tin dch v cn thit cho khch hng001611,95137,86850,4

Thi ca NVNH em n cho khch hng s tin cy75,21914,14634,16346,7

Nhn vin khng qu bn rn n mc khng p ng nhu cu ca khch hng.00107,47152,65440

NVNH lun sn lng gip khch hng001813,36749,65037

Thi gian khch hng ngi i n lt giao dch ngn0096,758436850,4

Khch hng cm thy an ton khi tin hnh giao dch ti ngn hng00118,13425,29066,7

Ngn hng cung cp v thc hin dch v ng nh ha001611,954406548,1

Trang thit b h tr cho vic thc hin dch v y 00139,69066,73223,7

Ngn hng c c s vt cht hin i001813,36749,65037

(Ngun: x l s liu iu tra)3.4. nh gi mc cm nhn ca khch hng v cht lng dch v ca ngn hng.Cm nhn ca khch hng i vi cht lng dch v ca ngn hng c th hin qua bng 3.8.

i vi cc ch tiu ca thnh phn nng lc phc v: a s khch hng u cm nhn mc bnh thng v khng ng i vi tiu ch. Trong , tiu ch "Thi gian khch hng ngi i n lt giao dch ngn" l c nh gi cao nht vi 40% (54 ngi) ng v 31,9% (43 ngi) cm nhn mc bnh thng. Cc tiu ch cn li ch c nh gi mc bnh thng v khng ng . C th, tiu ch "Nhn vin ngn hng khng qu bn rn n mc khng p ng nhu cu ca khch hng" c 48 khch hng nh gi l khng ng chim 35,6% v 57 khch hng cho nh gi ch mc bnh thng chim 42,2%, c 30 khch hng (22,2%) nh gi khng ng v 77 khch hng (57%) nh gi mc bnh thng i vi tiu ch "Nhn vin ngn hng lun sn lng gip khch hng".

i vi thnh phn s p ng: da vo bng, ta thy mc cm nhn ca khch hng t mc khng ng n mc rt ng . Trong , t l khch hng nh gi mc bnh thng v ng l ch yu. C th l, 56 khch hng (41,5%) nh gi mc bnh thng, 51 khch hng (37,8%) nh gi mc ng i vi tiu ch "Thi nhn vin nim n, nhit tnh"; 63 khch hng (46,7%) bnh thng v 51 khch hng (37,8%) ng vi tiu ch "Nhn vin ngn hng lun cung cp cc thng tin dch v cn thit cho khch hng"; 50 khch hng (37%) bnh thng v 60 khch hng (44,4%) ng vi tiu ch "Thi ca nhn vin ngn hng em n cho khch hng s tin cy".

i vi thnh phn s tin cy: thnh phn ny c khch hng nh gi cao hn. Cc nh gi ca khch hng tp trung t mc bnh thng ti mc rt ng . Trong , tiu ch "Khch hng cm thy an ton khi tin hnh giao dch ti ngn hng" l c nh gi cao hn c. y cng l iu tt nhin v Ngn hng No & PTNT l ngn hng thng mi ln nht, lun dn u trong h thng ngn hng Vit nam v cng l ngn hng gn b vi ngi nng dn. Vi 61 khch hng nh gi mc ng tng ng 45,2% v 53 khch hng nh gi mc rt ng ng vi 39,3% i vi tiu ch ny. Tiu ch "Ngn hng cung cp v thc hin ng nh ha" c khch hng nh gi thp hn, c th l, c 79 ngi tng ng vi 58,5% nh gi ch tiu ny mc bnh thng, 26 ngi (19,3%) nh gi ng v c 30 ngi (22,2%) nh gi ch tiu mc rt ng .

i vi thnh phn phng tin hu hnh: cm nhn ca khch hng c nh gi mc khng ng n mc ng l ch yu. C th l, ch tiu "Trang thit b h tr cho vic thc hin dch v y " c 87 khch hng (64,4%) nh gi mc bnh thng, 45 khch hng (33,3%) nh gi ch tiu ny mc ng ; i vi ch tiu "Ngn hng c c s h tng hin i" c ti 94 khch hng nh gi mc khng ng chim 69,6% v 20 khch hng nh gi mc bnh thng i vi tiu ch ny chim 14,8%. iu ny cng d hiu c v thnh phn phng tin hu hnh gn lin vi vic thc hin dch v nhanh chng hay khng cng nh cm gic ca khch hng khi tin hnh giao dch ti ngn hng. Trong khi ti ngn hng No & PTNT B Trch th c s vt cht cn thiu thn, nht l c s h tng trong hai nm 2009, 2010 ang c xy dng li nn a im thc hin giao dch cn cht hp, thiu thn nhiu.

Nh vy, qua kt qu thng k cm nhn ca khch hng a s u mc bnh thng. Tuy nhin, c kt lun chnh xc hn, ta s xem xt cm nhn ny trong mi quan h vi k vng ca khch hng.

Bng 3.8: Thng k mc cm nhn ca khch hng i vi cc thnh phn thang o ca cht lng dch v ngn hng.Bin quan stRt khng ng Khng ng Bnh thngng Rt ng

Tn s (ngi)%Tn s (ngi)%Tn s (ngi)%Tn s (ngi)%Tn s (ngi)%

Thi nhn vin nim n, nhit tnh001410,45641,55137,81410,4

NVNH lun cung cp cc thng tin dch v cn thit cho khch hng0032,26346,75137,81813,3

Thi ca NVNH em n cho khch hng s tin cy0064,450376044,41914,1

Nhn vin khng qu bn rn n mc khng p ng nhu cu ca khch hng.004835,65742,23022,200

NVNH lun sn lng gip khch hng003022,27757231753,7

Thi gian khch hng ngi i n lt giao dch ngn0023174331,954401511,1

Khch hng cm thy an ton khi tin hnh giao dch ti ngn hng00002115,66145,25339,3

Ngn hng cung cp v thc hin dch v ng nh ha00007958,52619,33022,2

Trang thit b h tr cho vic thc hin dch v y 00008764,44533,332,2

Ngn hng c c s vt cht hin i85,99469,62014,8139,600

(Ngun: x l s liu iu tra)3.5. nh gi s chnh lch gia k vng-cm nhn ca khch hng i vi cht lng dch v ngn hng.

nh gi chnh lch gia nhng k vng v cm nhn thc t ca khch hng, ti d nh s dng k thut kim nh Paired Sample T-Test nh gi. Tuy nhin, trc khi thc hin php kim nh ny, ti tin hnh kim nh Kolmogorov Smirnov nhm xem xt nhng chnh lch ny c m bo phn phi chun hay khng.

Kt qu ph lc 4 cho thy tt c cc chnh lch gia gi tr k vng v gi tr cm nhn khng m bo phn phi chun. V vy, ti s dng php kim nh phi tham s Du v hng Wilcoxon thay cho php kim nh Paired Sample T-Test.

i vi thnh phn nng lc phc v.

Bng 3.9: Kt qu kim nh du v hng Wilcoxon i vi tng cp k vng-cm nhn ca khch hng v thang o thnh phn nng lc phc vBin quan stGi tr k vng trung bnhGi tr cm nhn trung bnhChnh lch gia k vng v cm nhnSig. (2-tailed)

Thi ca nhn vin nim n, nhit tnh3,58523,4815-0,10370,244

NVNH lun cung cp thng tin dch v cn thit cho khch hng4,38523,6222-0,76300,000

Thi nhn vin em n cho khch hng s tin cy4,22223,6815-0,54070,001

(Ngun: X l s liu iu tra)

Vi mc ngha = 0,05, php kim nh cho kt qu 2 tiu ch "Nhn vin ngn hng lun cung cp thng tin dch v cn thit cho khch hng" v "Thi nhn vin em n cho khch hng s tin cy" c gi tr Sig. ca tng cp tiu ch ny u b hn 0,05, nn ta c c s ni rng khch hng c khuynh hng k vng cao i vi cc tiu ch ny. V mc cm nhn ca khch hng hu ht u thp hn mc k vng ca h i vi thnh phn nng lc phc v trong thang o cht lng dch v ca ngn hng. Dch v ngn hng cha p ng c k vng ca khch hng hay cht lng dch v ngn hng thng qua thnh phn nng lc phc v c khch hng nh gi thp.Cn i vi tiu ch "Thi nhn vin nim n, nhit tnh" c gi tr Sig. ca chnh lch gia k vng v cm nhn bng 0,224 ln hn 0,05; kt qu phn tch khng c ngha thng k. Do vy, chng ta cha th kt lun g i vi tiu ch "Thi nhn vin nim n, nhit tnh". Mc d theo s liu thng k c th mc k vng trung bnh ca khch hng i vi tiu ch ny cao hn mc cm nhn trung bnh; th nhng kt qu thng k c khng c ngha v gi tr Sig. (2-tailed) > 0,05 nn ta cha th a ra nhng nhn nh cng nh gii php c th i vi tiu ch ny.Tuy nhin, c th a ra nhng nhn nh cng nh gii php thit thc nhm nng cao cht lng dch v thng qua vic nng cao mc cm nhn ca khch hng v cc tiu ch thuc thnh phn nng lc phc v. Ti tin hnh kim nh One Sample T-Test i vi cc tiu ch thuc thnh phn nng lc phc v vi gi tr kim nh l 4 - mc ng .Bng 3.10: Kim nh One Sample T-Test i vi thang o nng lc phc v

Bin quan stGi tr trung bnhGi tr kim nhSig. (2-tailed)

NVNH lun cung cp cc thng tin dch v cn thit cho khch hng3,622240,000

Thi ca NVNH em n cho khch hng s tin cy3,681540,000

(Ngun: X l s liu iu tra)Theo kt qu kim nh cho thy 2 tiu ch "Nhn vin ngn hng lun cung cp cc thng tin dch v cn thit cho khch hng", "Thi nhn vin em n cho khch hng s tin cy" c gi tr Sig. (2-tailed) < 0,05 nn ta bc b gi thit H0, tc l cha c c s kt lun rng khch hng ng vi cc tiu ch ny. Hu ht cc khch hng s dng dch v ca ngn hng u khng ng vi c 2 tiu ch thuc thnh phn nng lc phc v. Cht lng dch v ngn hng c khch hng cm nhn qua thnh phn thang o nng lc phc v khng cao ch mc chp nhn c.Mc d vy, nhng nh gi trn ch l nhng nhn nh chung ca tt c cc i tng khch hng c iu tra trn a bn, cn nh gi ca tng i tng khch hng khc nhau nh th no th ta s dng k thut kim nh One Way Anova lm sng t. Trc khi tin hnh kim nh, ta thc hin php kim nh Kolmogorov Sminov xem xt cc bin a vo kim nh c m bo phn phi chun hay khng?. Kt qu kim nh ph lc 3 cho cc gi tr Sig. (2-tailed) nh hn 0,05 nn cc bin khng m bo phn phi chun. Nh vy, ta s dng php kim nh phi tham s Kruskal-Wallis v Mann-Whitney thay th cho Anova. Kim nh Mann-Whitney c s dng xem xt s khc bit v phn phi gia 2 tng th t cc d liu ca hai mu c lp, cn kim nh Kruskal-Wallis s dng kim nh s khc bit v phn phi gia ba (hay nhiu hn ba) tng th t cc d liu mu. Bng 3.11: Kt qu kim nh Mann-Whitney v thang o nng lc phc v

Bin quan stSig. (2-tailed)Gii tnh

NVNH lun cung cp cc thng tin dch v cn thit cho khch hng0,000*

Thi ca NVNH em n cho khch hng s tin cy0,147ns

(Ngun: x l s liu iu tra)Vi:

(*): c ngha thng k.

(ns): khng c ngha thng k.

Kt qu kim nh bng 3.11 v 3.12 cho thy: c s khc bit ng k trong cc nh gi s hi lng i vi cc tiu ch thuc thnh phn thang o nng lc phc v ng vi cc i tng khch hng khc nhau.

Vi mc ngha = 0,05, kim nh Mann-Whitney i vi tiu ch "Thi ca nhn vin ngn hng em n cho khch hng s tin cy" cho gi tr Sig. ln hn 0,05, nn ta c th kt lun rng khng c s khc bit ng k trong cch nh gi i vi tiu ch trn gia cc nhm khch hng c gii tnh khc nhau.

Cn vi tiu ch "Nhn vin ngn hng lun cung cp cc thng tin dch v cn thit cho khch hng" c gi tr Sig. nh hn 0,05 nn kt lun c ngha v mt thng k. Hay c s khc bit gia khch hng nam v khch hng n trong cch nh gi v cc thng tin dch v m nhn vin ngn hng cung cp. Khch hng n cm nhn cao hn so vi khch hng nam, v gii n thng ch ti nhng vn lin quan ti vic thc hin dch v hn nam gii. Do , h c th a ra cm nhn chnh xc v nhng thng tin dch v m nhn vin ngn hng cung cp.

Bng 3.12: Kt qu kim nh Kruskal-Wallis v thang o nng lc phc vBin quan stBin c lp

tuiTrnh hc vnThu nhp hng thngMc giao dch ti ngn hng

NVNH lun cung cp cc thng tin dch v cn thit cho khch hngnsns**

Thi ca NVNH em n cho khch hng s tin cyns**ns

(Ngun: x l s liu iu tra)Khi kim nh Kruskal-Wallis theo tui, ti thu c kt qu sau: khng c s khc bit ng k trong cch nh gi ca nhm khch hng theo tui khc nhau i vi 2 tiu ch "Nhn vin ngn hng lun cung cp cc thng tin dch v cn thit" v "Thi nhn vin ngn hng em n cho khch hng s tin cy" vi gi tr Sig. ca 2 tiu ch u ln hn 0,05 (ph lc 7.2).

Kim nh Kruskal-Wallis theo trnh hc vn, cho thy tiu ch "Nhn vin ngn hng lun cung cp nhng thng tin dch v cn thit cho khch hng" c gi tr Sig. > 0,05; khng c s khc bit trong cm nhn gia cc i tng khch hng c trnh hc vn khc nhau i vi tiu ch ny. Cn tiu ch "Thi nhn vin em n cho khch hng s tin cy" c s khc bit trong nh gi v thi ca nhn vin i vi nhng nhm khch hng c trnh hc vn khc nhau l khc nhau. C th l, nhng khch hng c trnh hc vn bc Trung cp, Cao ng v i hc th nh gi kht khe hn trong vn ny; nhng khch hng bc Lao ng ph thng th c nh gi cao hn, h cm nhn thoi mi hn.

nh gi theo thu nhp hng thng cho thy c s khc nhau ca nhng khch hng c mc thu nhp khc nhau i vi tt c cc tiu ch ca thnh phn thang o nng lc phc v. C th l, tiu ch v thi ca nhn vin ngn hng th nhm khch hng c thu nhp hng thng mc t 2 n di 4 triu c cm nhn cao hn so vi cc nhm khch hng khc v tiu ch ny; vi tiu ch v thng tin dch v m nhn vin ngn hng cung cp th c s khc bit r rt gia nhm khch hng c thu nhp hng thng mc t 4 n di 6 triu v mc di 2 triu. Bi v, vi nhng khch hng c thu nhp hng thng cao th tng ng vi n l mc thc hin cc giao dch ti cc ngn hng cng nhiu, do vy, h s c nhng nh gi kht khe hn.Theo mc thc hin cc hot ng giao dch ti ngn hng th tiu ch "Thi nhn vin em n cho khch hng s tin cy" c gi tr Sig. > 0,05, khng c s khc bit gia cc i tng khch hng trong vic nh gi i vi tiu ch ny. i vi tiu ch "Nhn vin ngn hng cung cp nhng thng tin dch v cn thit cho khch hng" th c s khc bit gia cch nh gi ca cc nhm khch hng khc nhau. C th l, nhm khch hng c mc thc hin cc giao dch ti ngn hng trung bnh t 3 ln tr ln c cm nhn kh thp i vi tiu ch ny. iu ny hon ton hp l. Qua thi gian (s ln giao dch cng nhiu) th khch hng s nhn thy r hn nhng g m h cn m nhng g m h nhn c t nhn vin ngn hng.

Tm li, ngn hng cn c cc bin php thch hp nhm mt mt tc ng vo nhng nhm khch hng kh tnh p ng k vng ca h, mt khc nng cao gi tr cm nhn ca nhng khch hng c nh gi kh cao i vi cc tiu ch thuc thnh phn nng lc phc v. i vi thnh phn s p ng.

Qua bng 3.13, vi mc ngha = 0,05 php kim nh du v hng Wilcoxon cho kt qu cc gi tr Sig. ca tng cp tiu ch trong thang o s p ng u b hn 0,05 - bc b gi thit H0, nn ta c c s ni rng khch hng c khuynh hng k vng cao i vi cc tiu ch thuc thnh phn s p ng. V mc cm nhn ca khch hng hu ht u thp hn mc k vng ca h i vi thnh phn s p ng ca thang o cht lng dch v ca ngn hng. Hay khch hng cha hi lng i vi cht lng dch v ngn hng qua thnh phn thang o s p ng. c bit i vi 2 tiu ch "Nhn vin khng qua bn rn n mc khng p ng nhu cu ca khch hng", "NVNH lun sn lng gip khch hng" v c s chnh lch gia gi tr k vng v cm nhn l kh nhiu. Bng 3.13: Kt qu kim nh du v hng Wilcoxon i vi tng cp k vng-cm nhn ca khch hng.Bin quan stGi tr k vng trung bnhGi tr cm nhn trung bnhChnh lch gia k vng - cm nhnSig. (2-tailed)

Nhn vin khng qu bn rn n mc khng p ng nhu cu ca khch hng.4,32592,8667-1,45920,000

NVNH lun sn lng gip khch hng4,23703,0222-1,21480,000

Thi gian khch hng ngi i n lt giao dch ngn4,43703,4519-0,98510,000

(Ngun: x l s liu iu tra)

c c s a ra nhng nhn xt chnh xc cng nh nhng gii php c th nhm nng cao cht lng dch v ngn hng qua vic nng cao kh nng p ng nhu cu khch hng ti s dng kim nh One Sample T-Test i vi cc tiu ch thuc thnh phn thang o s p ng vi gi tr kim nh l 4 - mc ng . Kt qu kim nh cho bng 3.14:Theo kt qu kim nh cho thy 2 tiu ch (2), (3) c gi tr Sig. (2-tailed) > 0,05 nn ta cha c c s bc b gi thit H0 v ta c th kt lun rng khch hng ng vi 2 tiu ch "Nhn vin ngn hng lun sn lng gip khch hng" v tiu ch "Thi gian khch hng ngi i n lt giao dch ngn" ca thang o s p ng. Bng 3.14: Kim nh One Sample T-Test thang o cm nhn thnh phn s p ng ca cht lng dch v.

Bin quan stGi tr trung bnhGi tr kim nhSig. (2-tailed)

1.Nhn vin khng qu bn rn n mc khng p ng nhu cu ca khch hng.2,866740,041

2.NVNH lun sn lng gip khch hng3,022240,727

3.Thi gian khch hng ngi i n lt giao dch ngn3,451940,537

(Ngun: x l s liu iu tra)

i vi tiu ch (1), c gi tr Sig. (2-tailed) < 0,05 nn ta bc b gi thit H0, tc l khng c s kt lun rng khch hng ng i vi tiu ch "Nhn vin ngn hng khng qu bn rn n mc khng p ng nhu cu ca khch hng". Mc d vy, nhng nh gi trn ch l nhng nhn nh chung ca tt c cc khch hng c phng vn, cn nh gi ca tng i tng khc nhau nh th no th ta s dng k thut kim nh One Way Anova lm sng t. Trc khi thc hin kim nh ny, ti tin hnh kim nh Kolmogonov Sminov xem xt cc bin a vo phn tch phng sai c phn phi chun hay khng. Kt qu kim nh cho ph lc 3, cho gi tr Sig. (2-tailed) < 0,05 nn cc bin khng phn phi chun. V vy php kim nh Mann-Whitney v kim nh Kruskal-Wallis c s dng thay th cho Anova. Kt qu kim nh cho bng 3.15:

Qua kt qu phn tch bng 3.16, ta thy rng hu nh khng c s khc bit trong nh gi v thnh phn s p ng ca ngn hng gia cc nhm khch hng. Tiu ch "Nhn vin lun sn lng gip khch hng", "Thi gian khch hng ngi i n lt giao dch l ngn" u c gi tr Sig. > 0,05 nn khng c ngha thng k. Tc l khng c s khc bit trong nh gi hai tiu ch ny ca thnh phn s p ng gia khch hng nam v khch hng n.Bng 3.15: Kim nh Mann-Whitney v thang o thnh phn s p ng ca cht lng dch v.Bin quan stSig. (2-tailed)Gii tnh

Nhn vin khng qu bn rn n mc khng p ng nhu cu ca khch hng.0,049*

NVNH lun sn lng gip khch hng0,475ns

Thi gian khch hng ngi i n lt giao dch ngn0,209ns

(Ngun: x l s liu iu tra)Vi: (*): c ngha thng k. (ns): khng c ngha thng ki vi tiu ch "Nhn vin khng qu bn rn n mc khng p ng nhu cu khch hng" c gi tr Sig. < 0,05; c ngha thng k. Hay c s khc bit gia khch hng nam v khch hng n trong cch nh gi i vi cc tiu ch ny. Khch hng n nh gi tiu ch ny thp hn khch hng nam v thng th n gii ch nhiu hn ti kh nng p ng nhu cu ca ngn hng hn, cn nam gii hu ht khi thc hin giao dch nu giao dch khng thnh cng th h n ln khc m khng phn nn g. V vy, vi tiu ch ny khch hng n nh gi kht khe hn cng l d hiu.Kt qu kim nh Kruskal-Wallis bng 3.16 cho thy gi tr Sig. thuc trnh hc vn i vi cc tiu ch ca thnh phn s p ng nh hn 0,05 nn bc b gi thit H0. Ngha l khng c s khc bit trong cch nh gi v s p ng gia cc nhm khch hng c trnh hc vn khc nhau.

Bng 3.16: Kt qu kim nh Kruskal-Wallis v thang o thnh phn s p ng

Bin quan stBin c lp

tuiTrnh hc vnThu nhp hng thngMc giao dch ti ngn hng

Nhn vin khng qu bn rn n mc khng p ng nhu cu ca khch hng.*ns**

NVNH lun sn lng gip khch hng*ns*ns

Thi gian khch hng ngi i n lt giao dch ngn*nsnsns

(Ngun: x l s liu iu tra)Vi: (*): c ngha thng k. (ns): khng c ngha thng k

Php kim nh theo tui cho thy, tt c cc tiu ch thuc thnh phn s p ng u c gi tr Sig. < 0,05, hay l c s nh gi khc nhau v thnh phn s p ng gia cc nhm khch hng c tui khc nhau. Nht l s chnh lch trong nh gi kh ln gia hai nhm tui t 25 n di 35 tui v trn 55 tui; nhm khch hng trn 55 tui c s nh gi kh cao nng lc p ng ca ngn hng hn l nhm khch hng trong tui t 25 n di 35 tui. iu ny cng d hiu v i vi nhng ngi ln tui (trn 55 tui) h thng c tm l l "Mnh cn ngn hng ch ngn hng khng cn mnh".Kim nh thnh phn thang o theo thu nhp hng thng cng cho ra s khc bit gia cc nhm khch hng c thu nhp khc nhau trong nh gi v kh nng p ng ca ngn hng i vi hai tiu ch l "Nhn vin ngn hng lun sn lng gip khch hng" v "Nhn vin khng qu bn rn n mc khng p ng nhu cu khch hng". Nhng khch hng c thu nhp hng thng trn 6 triu c cm nhn v hai tiu ch ny thp hn nhm khch hng c thu nhp di 2 triu.

Cc nhm khch hng c mc giao dch trung bnh khc nhau cng c nhng nh gi khc nhau i vi tiu ch "Nhn vin ngn hng khng qu bn rn n mc khng p ng nhu cu ca khch hng". Vi nhng khch hng c s ln giao dch trung bnh t hn 1 ln/ thng c nh gi thp hn so vi nhng khch hng giao dch trung bnh t 1 n trn 3 ln/ thng. Mc cm nhn ca khch hng nh vy cng kh l hp l v nhng khch hng thc hin cc giao dch ti ngn hng nhiu ln trong thng c xem nh l khch hng quen ca ngn hng, do , mc p ng nhu cu ca ngn hng i vi nhng i tng khch hng ny cng c phn khc bit so vi nhng khch hng t thc hin cc giao dch hn. i vi thnh phn s tin cy

Kt qu bng 3.17 cho thy, vi mc ngha = 0,05 php kim nh cho cc gi tr Sig. (2-tailed) ca cc cp tiu ch thuc thang o thnh phn s tin cy u bng 0,000 b hn rt nhiu so vi 0,05 nn ta c c s ni rng khch hng c khuynh hng k vng nhiu hn l nhng g h cm nhn c c 2 tiu ch. Bng 3.17: Kt qu kim nh du v hng Wilcoxon i vi tng cp k vng-cm nhn ca khch hng v thang o thnh phn s tin cy

Bin quan stGi tr k vng trung bnhGi tr cm nhn trung bnhChnh lch gia k vng v cm nhnSig. (2-tailed)

Khch hng cm thy an ton khi tin hnh giao dch ti ngn hng.4,58524,2370-0,34820,000

Ngn hng cung cp v thc hin dch v nh ha4,36303,6370-0,7260,000

(Ngun: x l s liu iu tra) c nhn xt khch quan v cht lng dch v ca ngn hng v t c th a ra nhng gii php c th, ph hp. Ta tin hnh kim nh One Sample T-Test i vi cc tiu ch thuc thnh phn thang o s tin cy. Vi gi tr kim nh l 4 - mc ng , kt qu kim nh cho bng 3.19 cho thy rng i vi 2 tiu ch "Khch hng cm thy an ton khi tin hnh giao dch ti ngn hng", "Ngn hng cung cp v thc hin dch v ng nh ha" u c gi tr Sig. > 0,05 nn cha c c s bc b gi thit H0. Ta c th kt lun rng khch hng ng i vi 2 tiu ch ny, hay khch hng cm thy hi lng i vi cht lng dch v ngn hng thng qua thnh phn s tin cy. V y l im mnh ca Chi nhnh ngn hng vi 23 nm hnh thnh v pht trin trong lnh vc ti chnh.Bng 3.18: Kim nh One Sample T-Test i vi thang o s tin cyBin quan stGi tr trung bnhGi tr kim nhSig. (2-tailed)

Khch hng cm thy an ton khi tin hnh giao dch ti ngn hng.4,237040,153

Ngn hng cung cp v thc hin dch v ng nh ha.3,637040,281

(Ngun: x l s liu iu tra)Tuy nhin, xem xt s khc bit trong cch nh gi ca cc i tng khch hng khc nhau i vi thang o ny, ti tin hnh kim nh One Way Anova. Trc khi thc hin kim nh ny, ti tin hnh kim nh Kolmogorov Sminov xem xt cc bin c phn phi chun hay khng. Kt qu kim nh cho cc gi tr Sig. (2-tailed) u nh hn 0,05 (ph lc 3) cho thy cc bin khng phn phi chun. V vy, php kim nh phi tham s Mann-Whitney v Kruskal-Wallis c s dng thay th cho Anova. Kim nh Mann-Whitney c s dng xem xt s khc bit v phn phi gia 2 tng th t cc d liu ca hai mu c lp, cn kim nh Kruskal-Wallis s dng kim nh s khc bit v phn phi gia ba (hay nhiu hn ba) tng th t cc d liu mu. Kt qu kim nh cho bi bng 3.19, 3.20:Bng 3.19: Kt qu kim nh Mann-Whitney v thang o s tin cy

Bin quan stSig. (2-tailed)Gii tnh

Khch hng cm thy an ton khi tin hnh giao dch ti ngn hng0,510ns

Ngn hng cung cp v thc hin dch v ng nh ha0,413ns

(Ngun: x l s liu iu tra)Vi:

(ns): khng c ngha thng kKt qu kim nh Mann-Whitney cho cc gi tr Sig. > 0,05 nn kt lun khng c ngha v mt thng k. Hay l, khng c s khc bit gia cc i tng khch hng nam v khch hng n trong cch nh gi v cc tiu ch thuc thnh phn thang o s tin cy.

Kim nh Kruskal-Wallis theo trnh hc vn i vi cc tiu ch thuc thnh phn s tin cy u c cc gi tr Sig. > 0,05 nn ta c th ni rng khng c s khc bit trong nh gi v thang o s tin cy gia cc nhm khch hng c trnh hc vn khc nhau.

Kim nh theo tui cho gi tr Sig. tiu ch "Ngn hng cung cp v thc hin dch v ng nh ha" nh hn 0,05 nn c s khc bit trong cch nh gi v tiu ch ny gia cc nhm khch hng khc nhau l khc nhau. Trong , nhm khch hng c tui t 25 n di 55 tui c cm nhn thp hn cc khch hng thuc tui khc v nhm khch hng tui trn 55 tui nh gi tiu ch ny kh cao.Bng 3.20: Kt qu kim nh Kruskal-Wallis v thang o s tin cyBin quan stBin c lp

tuiTrnh hc vnThu nhp hng thngMc giao dch ti ngn hng

Khch hng cm thy an ton khi tin hnh giao dch ti ngn hng.nsns**

Ngn hng cung cp v thc hin dch v ng nh ha.*ns*ns

(Ngun: x l s liu iu tra)Vi:

(*): c ngha thng k.(ns): khng c ngha thng kKim nh thang o ny theo thu nhp hng thng cho gi tr Sig. c hai tiu ch u nh hn 0,05, nn ta bc b gi thit H0, tc l c s khc bit trong cch nh gi hai tiu ch ny theo thu nhp hng thng ca khch hng. Nhng khch hng c thu nhp hng thng t 4 n di 6 triu v trn 6 triu c cm nhn thp hn i vi nhng khch hng c thu nhp hng thng di 2 triu. Bi v, nhng khch hng c thu nhp cao th mc thc hin cc giao dch ti cc ngn hng cng kh nhiu, do , h c s so snh gia cc ngn hng v gia cc ln giao dch nn c nhng nh gi k lng v kht khe hn.

Cc nhm khch hng c mc giao dch trung bnh khc nhau cng c nhng nh gi khc nhau i vi tiu ch "Khch hng cm thy an ton khi tin hnh giao dch ti ngn hng". Vi nhng khch hng c s ln giao dch trung bnh t hn 1 ln/ thng c nh gi thp hn so vi nhng khch hng giao dch trung bnh t 1 n trn 3 ln/ thng. Mc cm nhn ca khch hng nh vy cng kh l hp l v nhng khch hng thc hin cc giao dch ti ngn hng nhiu ln trong thng v thi gian tip xc vi ngn hng cng di th h s c nhng nhn nh chnh xc hn.

i vi thnh phn phng tin hu hnh.

Vi mc ngha = 0,05, php kim nh du v hng Wilcoxon cho kt qu cc gi tr Sig. (2-tailed) ca tng cp tiu ch u bng 0,000 nh hn rt nhiu so vi mc ngha 0,05 nn ta c c s ni rng khch hng k vng nhiu hn nhng g h cm nhn c i vi 2 tiu ch "Trang thit b h tr cho vic thc hin dch v y ", "Ngn hng c c s vt cht hin i". Hay khch hng cha hi lng i vi cht lng dch v ca ngn hng thng qua thnh phn phng tin hu hnh. c bit l i vi tiu ch "Ngn hng c c s vt cht hin i" v c s chnh lch gia gi tr k vng v cm nhn ln (1,9555).Bng 3.21: Kt qu kim nh du v hng Wilcoxon i vi tng cp k vng-cm nhn ca khch hng v thang o thnh phn phng tin hu hnh.

Bin quan stGi tr k vng trung bnhGi tr cm nhn trung bnhChnh lch gia k vng v cm nhnSig. (2-tailed)

Trang thit b h tr cho vic thc hin dch v y .4,14073,3778-0,76290,000

Ngn hng c c s vt cht hin i.4,23702,2815-1,95550,000

(Ngun: x l s liu iu tra)Kt qu bng 3.22 cho thy c hai tiu ch thuc thnh phn phng tin hu hnh u c gi tr cm nhn trung bnh khong t mc 2 n mc 3 (khng ng - bnh thng). Do , ta c th kt lun l khch hng cha hi lng v c s vt cht ca ngn hng. Tuy vy, a ra nhng nhn xt khch quan v lm cn c cho vic nng cao cht lng dch v ta tin hnh kim nh One Sample T-Test xem xt mc cm nhn trung bnh ca khch hng i vi thnh phn thang o phng tin hu hnh c ngha thc t hay khng.

Bng 3.22: Kim nh One Sample T-Test i vi thang o phng tin hu hnhBin quan stGi tr trung bnhGi tr kim nhSig. (2-tailed)

Trang thit b h tr cho vic thc hin dch v y .3,377840,008

Ngn hng c c s vt cht hin i.2,281540,000

(Ngun: x l s liu iu tra)Kt qu kim nh cho gi tr Sig. ca hai tiu ch trong thang o thnh phn phng tin hu hnh u nh hn 0,05 - bc b gi thit H0. Ta cha c c s kt lun rng khch hng ng i vi cc tiu ch ca thnh phn phng tin hu hnh. Ni cch khc, khch hng vn cha thc s hi lng i vi cht lng dch v ca Ngn hng thng qua s cm nhn v thnh phn thang o phng tin hu hnh.Cm nhn ca khch hng i vi thnh phn phng tin hu hnh cng ng vi thc t m Ngn hng ang gp phi. Trong khong thi gian 2 nm, t nm 2009 n nm 2010, Chi nhnh ngn hng ang tin hnh xy dng li tr s chnh nn ngn hng tm thi chuyn sang a im giao dch mi vi c s h tng cht hp, trang thit b thiu thn bTuy nhin, y ch l iu kin khch quan lm cho khch hng cm thy cha thc hi lng i vi cht lng dch v ca ngn hng v c th khc phc c.V xem xt cm nhn ca nhng i tng khch hng khc nhau i vi thnh phn phng tin hu hnh, ti s dng k thut kim nh Anova. Trc khi tin hnh kim nh Anova ti s dng kim nh Kolmogorov Sminov xem cc bin quan st thuc thnh phn phng tin hu hnh c m bo phn phi chun hay khng. Kt qu kim nh cho cc gi tr Sig. u nh hn 0,05 nn cc bin quan st khng m bo phn phi chun. Ti s dng k thut kim nh Mann-Whitney v Kruskal-Wallis thay cho phn tch Anova. Kim nh Mann-Whitney c s dng xem xt s khc bit v phn phi gia 2 tng th t cc d liu ca hai mu c lp, cn kim nh Kruskal-Wallis s dng kim nh s khc bit v phn phi gia ba (hay nhiu hn ba) tng th t cc d liu mu. Bng 3.23: Kt qu kim nh Mann-Whitney v thang o s phng tin hu hnh

Bin quan stSig. (2-tailed)Gii tnh

Trang thit b h tr cho vic thc hin dch v y 1,000ns

Ngn hng c c s vt cht hin i0,586ns

(Ngun: x l s liu iu tra)Vi:

(ns): khng c ngha thng k.

Kt qu php kim nh Mann-Whitney v Kruskal-Wallis cho thy: Khng c s khc bit ng k trong cch nh gi v thang o thnh phn phng tin hu hnh gia cc nhm khch hng c gii tnh, trnh hc vn; vi cc mc ngha u ln hn 0,05.

Bng 3.24: Kt qu kim nh Kruskal-Wallis v thang o s phng tin hu hnhBin quan stBin c lp

tuiTrnh hc vnThu nhp hng thngMc giao dch ti ngn hng

Trang thit b h tr cho vic thc hin dch v y *ns*ns

Ngn hng c c s vt cht hin insns**

(Ngun: x l s liu iu tra)Vi:

(*): c ngha thng k.(ns): khng c ngha thng k.Kim nh Kruskal-Wallis theo tui, kt qu thu c l c s khc nhau trong cch nh gi thnh phn phng tin hu hnh i vi tiu ch "Trang thit b h tr cho vic thc hin dch v y " theo tng nhm khch hng c tui khc nhau. Kim nh theo thu nhp hng thng cho kt qu l u c s khc bit trong cm nhn ca cc nhm khch hng c thu nhp khc nhau c hai tiu ch ca thnh phn phng tin hu hnh. Trong , nhng khch hng thuc nhm c thu nhp hng thng di 2 triu l nhng khch hng kh tnh hn, cm nhn ca h kh thp i vi hai tiu ch ny.

Theo mc giao dch trung bnh ti ngn hng th c s khc bit trong cm nhn gia cc khch hng c mc giao dch khc nhau i vi tiu ch "Ngn hng c c s vt cht hin i", vi gi tr Sig. nh hn 0,05. Khch hng c s ln giao dch vi ngn hng t 1 ln/ thng tr ln c mc cm nhn cao hn so vi nhng khch hng c mc giao dch t hn 1 ln/ thng v mc cm nhn ca cc nhm khch hng cn thp, khng t n mc trung bnh c hai tiu ch. Hay khch hng khng nh gi trang thit b, c s vt cht ca ngn hng l y v hin i. Do , ngn hng cn xem xt v c nhng iu chnh ph hp nhm nng cao mc cm nhn ca khch hng v thng qua nng cao s hi lng ca khch hng i vi cc sn phm dch v m ngn hng cung cp.3.6. nh gi mc tha mn ca khch hng.3.6.1. nh gi mc tha mn ca khch hng bng phng php thng k m t v kim nh One Sample T-Test.Kt qu thng k v kim nh One Sample T-Test v mc tha mn ca khch hng i vi cht lng dch v ca ngn hng c th hin bng 3.25.i vi tiu ch "Khch hng s tip tc s dng dch v ca ngn hng" c 110 khch hng ng vi tiu ch ny chim 81,5% v 22 khch hng rt ng l s tip tc s dng dch v ca ngn hng chim 16,3%, cn li 2,2% (3 khch hng) l khng ng - khng cho rng mnh s tip tc s dng dch v ca ngn hng trong thi gian ti. Cn i vi tiu ch "Khch hng cm thy hi lng vi dch v m ngn hng cung cp", c 105 khch hng ng (77,8%) v c 24 khch hng (17,8%) cho rng mnh rt hi lng vi dch v ca ngn hng. Vi tiu ch "Qu khch s gii thiu dch v ca Ngn hng cho ngi khc" c 71 khch hng (52,6%) ng mnh s gii thiu dch v ca ngn hng cho ngi khc, 30 khch hng (22,2%) c cm nhn l bnh thng vi tiu ch ny. Cn 14 khch hng (10,4%) l cho rng mnh s khng gii thiu dch v ca ngn hng cho ngi khc. Tuy s lng khch hng khng tha mn vi dch v ca ngn hng ch c 14% trong tng s 135 khch hng c iu tra. Th nhng, Ngn hng cn c nhng bin php c th nhm tm hiu nguyn nhn khch hng cha tha mn nhm hn ch vic nhng khch hng ny s a nhng thng tin khng tt v cht lng dch v ca ngn hng lm mt hnh nh ca ngn hng vi nhng ngi khc.Bng 3.25: Thng k v kim nh One Sample T-Test v mc tha mn ca khch hng i vi dch v ca ngn hngCh tiuTrong thi gian ti, Qu khch vn tip tc s dng dch v ca ngn hngQu khch cm thy hi lng vi dch v m ngn hng cung cpQu khch s gii thiu dch v ca Ngn hng cho ngi khc

Tn s (ngi)%Tn s (ngi)%Tn s (ngi)%

Rt khng ng 000053,7

Khng ng 000096,7

Bnh thng32,264,43022,2

ng 11081,510577,87152,6

Rt ng 2216,32417,82014,8

Gi tr trung bnh4,14074,13333,6815

Gi tr kim nh444

Sig. (2-tailed)0,0000,0000,000

(Ngun: x l s liu iu tra)