TÁC ĐỘNG GIỮA HAI LÒNG KHÁCH HÀNG VỀ CHẤT LƯỢNG DỊCH VỤ, QUY CHUẨN CHỦ QUAN VÀ TRUNG THÀNH KHÁCH HÀNG TẠI NGÂN HÀNG TMCP NGOẠI THƯƠNG VIỆT NAM - CHI NHÁNH BÌNH THUẬN - ĐIỂM CAO

TAI CRlNH II8AN HANG - BAO HIEM

MOI QUAN HE GI0A HAI LONG
KHACH HANG VE CHAT LUOfNG DICH VU,
QUY CHUAN CHU QUAN VA TRUNG THANH

KHACH HANG TAI NGAN HANG TMCP
NGOAI THlJQNG VIET NAM
- CHI NHANH BINH THUAN

• DINH PHI HO - H U Y N H THE N G U Y E N - DO D O A N TRANG
- N G U Y E N MINH HAI - TA MINH KHOI

T 6 M TAT:
Hau het cac ngan hang dang phai dd'i mat vdi viec giff chan khach hang vii md rdng thj
phan. Cd ra't nhieu nghien cffu ve md'i quan he giffa sff hai ldng vdi chat Iffdng djch vu nhffng
vi6c xem xet md'i quan he qua lai giffa sff hai long va long trung thiinh lai chffa dffdc quan tam
d^y du, dac biet la tieu chuan chii quan eiJa khach hang. Day la mdt va'n de day thach thffc cho
cac nha quan ly trong ITnh vffc ngan hang.
Bai vie't nhdm lam rd md'i quan he giffa hai long khdch hang ve cha't Iffdng dich vu, quy
chuiin chli quan va trung thanh tai Ngan hang TMCP Ngoai Thffdng Viet Nam - Chi nhanh
Binh Thuan. Nghiencffusff dung dff lieu khao sat 360 khach hang \ a dp dung md hinh ca'u iriic
tuyen linh. Ke't qua cho tha'y, cd 5 yeu td'anh hffdng bao gdm: (i) Sff dap ffng; (ii) Hffu hinh; (iii)
Dam bao; (iv) Dang tin cay va (v) Quy chuan chu quan.
Tff khda: Sff hai long, quy chuan chu quan. trung thanh khdch hang, md hinh cii'u true luye'n
linh. Ngan hiing Ngoai thffdng Viet Nam. Chi nhanh tinb Binh Thuan.

1, Dait va'nde qua lai giffa sff hai Idng \ a long trung thanh van
Sff hai Idng eua khach hang lii ke'i qua quan chffa dffdc chil >'. dac biet la tieu chuan chu quan
Irgng nhat trong iie'p thi. nham ihu hut hg giao ciia khdch hang. Day cung la mdl va'n de thach
dich vdi ngan hang. Tuy nhien. de duy iri ihl phan thffc dd'i vdi cac nha nghien cffu va nha quUn ly

ben vffng. nd iai ddi hdi mdt Iffdng khach hang trong bd'i canh hdi nhap qud'e te' cua Viet Nam.
trung thanh. Trong thdi gian qua. da cd nhieu dae biet la trong linh vffc ngan hang - ndi dang
nghien cffu \ e md'i quan he giffa sff hai long va phai dd'i mat vdi sff canh iranh gay ga't ve khach
chai lffdng dich vu nhffng xem \ e i md'i quan he hang vii thi phan.

So 9-Thang 5/2020 297

TAP CHI CONG THIfONG

Nghien cffu n.i\ lap trung \iio: (ii Xai. dinh 2.3. Hdi long khdch hdng
mdl quan he giffa sff hai long, chuan mffc chu Theo Oliver (1980). sff bSi Idng la phiin ii
quan vii Idng irung thanh cua khdch hang; iii) \ e mat tinh cam cua khach hiing lien quan d
.\a> dffng md hinh dinh lu'dng ve md'i quan he s\{ kbdc biet giffa mong ddi tru'dc khi sff dung
giffa s\i hai Idng. chuan mffc chu quan vii Idng cam nhan nd sau khi sff dung s.in pham/dich
trung thiinh cua khach hang. Nghien cffu da thffc Sff hai long khach hang la kei qua quan irg
hien khao sdi 360 khach hang tai Ngan hang nhat trong tie'p ±i. No phue vu cho \ iec ddnh j
Thu'dng mai Cd phan Ngoai ihffdng Viet Nam - thai dd khdch hang tff liic mua san pham/dieh
Chi nhanh Binh Thuan dO tao cd sd thffc tien cho ke't nd'i cho den djch vu hau mai (Jaiiuil vii Nas
md hinh do lu'dng. 2003; Zeithaml \ii Bitner. 2003; Mishra. 2009

2. Tong quan ly thuyg't \a md hinh nghien 2.4. Trung thdnh khdch hdng
effu Pearson (1996) cho rSng. trung ihanh kha
hii ng nhff la iff duy rieng cua khach hang, ngffdi
2.1. Chd't lUcfng dich vu thai dd ffa thich mot cdng i\' naodd. thffdng xuy
Chat lu'dng dich \u (ser\iee quality) la \iec mua san pha'm hodc djch vu va gidi ihicu il
cung cii'p dich vu dap ffngda> du nhffng yeu cau. ngu'di khde. Muc tieu cua tie'p can khach hd
mong ddi vii hai ldng khach hang. Khdch hiing khdng chi lii lam cho khach hang bin long mii c
ddng vai trd quyet dinh dd'i vdi \ iee xem xet eha'l lam cho hg trung ihanh. dc hg khdng chi n
kfdng dich vu dffdc cung cap (Gan \a cdng sy. ihffdng xuyen san phiim ma cdn gidi thieu nd d
2006; ()>enig\ \a Joachim. 2008). Cha'l Iffdng ngu'di khiic (Koller vd Amstrong, 2012). Tl

tlich vu dffdc xem nhff la ye'u id' quan irong cua Oliver {1993); Dick vii Basu (1994); Chaudhuri
ngiinh ngan hang (Stafford. 1994) vi md'i lien he Holbrook (2001), ldng trung thanh cua kha
chdl chCMdi chi phi (Crosby. 1979). kha ndng sinh hang ndi len xu hifdng cua ho khi mua va sff du
Idl (Rust va Zahorik. 1993). sff hiii Idng khach san pham/djeb vu cua thffdng hieu nao dd irc
hiingiBollon va Drew, 1991). mdl lap cac thffdng hieu canh tranh cd mdt iren
GronroDs (1984) cho rdng. cha't Iffdng dich \u tru'dng va lap lai hanh vi niiy; bieu bifen thdi
dffdc do Iffdng bdi 03 ihanh phan; chat Iffdng k\ hodc hanh vi gan bd vdi nhd cung ca'p dich vu c
thuat, cha't Iffdng chffc ndng \ii chat Iffdng hinh khdch hiing.
anh. Trong khi, Parasuraman va cdng sff (lys."^.
I9S8) cho rang, chat li/dng dich \u du'de do lu'dng Kabiraj va Shanmugan (2011), nhan dien Id
bdi 5 thanh phan, thdng qua thang do trung thanh cua khdch bang dffdc tie'p can di
SERVQUAL dd tin cay (reliability), linh dap ffng hai gdc do: (i) Diia vao hiinh vi cua khach hiii
(responsiveness), tinh dam bao (assurance), each tie'p can niiy xem xel ldng trung thanh the
phffdng lien hffu hinh (tangibles) va sffdong ciim qua hanh ddng mua ldp lai, sff dung ihu'dng xuy
(empathy). Mac du cd nhieu tranh luan kbac mdt san pham/dich vu cua khach hang. Th
nhau. nhffng pho bie'n hien nay sff dung thang do each liep can niiy thi long trung thdnh nhff n
SERVQUAL. Trong nganh ngan bang cung cd Idl cam ke't cua khach hang mua hoae sff du
nhieu nghien cffu sff dung thang do SERVQU.\L thffdng hieu mdt san pham/dich vu trong tu't
de do Iffdng chat Iffdng dich vu (Ladhari. 2009: Iai. mac du anh hu'dng bdi nhffng tinh hud'ng
Mei\:i cdng sff. 2013: Setiady \a cdng sU 2018) lae dgng cua thj irffdng cd the ldm thay doi ha
vi bat thffdng cua hp; (ii) Du'a vao thdi dp c
2.2. Quy chudn chu quan khach hang: caeh tie'p can nay mud'n nha'n ma
Qu\' chuan chu quan (subjective norm) dUdc den y dinh eua khdch hang trong viec lieu diJ
dinb nghia nhu'nhan thffc cila mdt ngi/di anh hi/dng san pham/dich vu.
den hanh \i khi ra quyet dinh mua mdt siin pham
ha\ dich vu (Fishbein vii Ajzen. 1975). NhJn ihffc Rossiter va Percy (1987) nhj'n manh hdn, Ic
do bi lac ddng bdi anh hffdng \a hdi. bao gdm: (i) trung Ihiinh cua khdch hang di/dc the hien c
Nou'di than trong gia dinh. ban be (Smith vd Louis. thdi dp ihien cam cua hp dd'i vdi san pham/d
2009; C!aldini\;i edng su. 1990); (li) Ddng nghiep. \u vd se sff dung san phd'm/dich vu dd c
dif luan \a hdi (Smith \ii Louis. 2009). ihdi gian.

298 So 9-Thdng 5/2020

TAI CHiNI-NGAN HANG-BAO HIEM

2.5. Qtmn /if giSa giiia chat lUcfng dich vu - hdi H2: Tin ca\ tac ddng den sff hiii long.
long • trung thdnh
H3: Dam bao tde ddng den sff hai idng;
Naeem vii Saif (2009) tim tha'y md'i quan he
giifa chat Iffdng dich \u \a sff hai Idng khach hang H4: Dap ffng lac ddng den sff hai long.
irong h? ihd'ng ngan hang d Pakistan. Nhieu
nghien cffu khac tff thap nien 2000 de'n nay cho H5: Cam thdng tac ddng de'n gdn kel td chffc:
thS'y. chat lffdng dich vu lac ddng dffdng den sff hai
ldng cua khach hiing (Beeriy vd cgng sff, 2004: H6: Phu'dng lien hffu hinh tac ddng de'n sff
Ueilschy vii cdng sff, 2009; Naeem va Saif. 2009;
Arokiasamy va Abdullah, 2013). trung thanh.

Raajbool (2004); Beeriy va cdng sff (2004); H7: Tin ca> lae dpng de'n sff trung thanh:
Ueilschy va cdng sff (2009); Chang vil cdng sff
(2009) dffa ra tranh luan ve cha't Iifdng djch vu anh H8: Dam bao lac ddng de'n sff trung thanh.
hifdng den sff hai Idng khach hang va nd lai tac
dOng den long trung thanh khach hang. Nhieu H9: Dap ffng tac ddng de'n su' irung thanh;
nghien cffu khde iff ihap nien 90 de'n nay cho tha'y.
chd'l Iffdng dich vu tac ddng dffdng de'n sif bai long HIO: Cam thdng lac dpng de'n su" trung thanb
\ii irung thanh cua khach hang (Rust vii Zahorik.
1993; Homburg vii cdng sff. 2003; Chang va cgng HII: Quy chuan chu quan tae ddng de'n sif
sir, 2009; Lee, 2010; Ganiyu va cdng sff, 2012; Lee
\acOngsff, 2011; Kazi. 2011; Panlouvakis. 2013: hai long;
Rahiva AInaser, 2017; Setiady va cgng sff 2018).
HI2: Quy chuan chu quan tde ddng de'n sff

2.6. Md hinh nghien cdu
Di/a vdo tham khao cac nghien cffu trong va trung thanh:
ngoai nffdc trong ba thdp nien gan day, nhdm
nghifin cffu lffa chgn md hinh nghien cffu cho Ngan H13: Sff hdi long tac ddng den sif irung Ihdnh.
hang TMCP Ngoai ihffdng Viet Nam - chi nhdnh
Binh Thuan nhff sau: (Hlnb 1} Md hinh khai quat:
Gia thuye't nghien cffu:
HI: Phu'dng tien hffu hinh uic ddng de'n sff SAT =r (TAN. REL. ASS.
W] long:
RES, S^M. NORM) (I)
LOY = f(TAN. REL. ASS.

RES. SYM. NORM) (2)

LOY = f(SAT, NORM) (3)

Ta'l ca cac bie'n trong md hinh du'de do lu'dng

bdng thang do Liken 5 mffc dd. (Bang I)

Dff lieu du'de thu thap thdng qua phdng va'n trife

tie'p 360 khdch hang giao dich vdi Ngan himg

TMCP Ngoai thu'dng Viet Nam - chi nhanh Binh

Thuan tff thang 4 den 6 ndm 2019, theo phffdng

phdp lay mau phi xdc sua't. thuan lien bdng bang

ciiu hdi chi net de kiem dinb md hinh va cdc gid

thuye't nghien cffu.

Hinh 1: Mo hinh nghien cifu

SERQ (Service Quality, Chai IdOng dich vu

TAN {Tangibility. Phuong tien hOu hinh)

-j REL (Reliability, Tin cay)

ASS (Assurance Dam bao)

, RES (Responsiveness, Oap dng) 1-

EMP (Empathize, Cam thong)

So 9-Thang 5/2020 299

TAP CHI CONG TllfONG

Bang 1. Thang d o v d c d c b i e n q u a n sdt

Tliang i5o Kyhl«i
TAN
Phuong ti§n hOu hinh (Tangibility) TAN1
TAN2
1 Ngan hang (NH) co trang thiet bi hien dai TAN3
TAN4

2 Van phong, tnj sd giao dich khang irang, tao su tin tudng cho ! REL1
3 Nhan vien ngan hang co trang phue gon gang va dep REL2
4 Nhung giao dich va thong tin ca nhan Ithach hang luon dugc bao mat tren Web REL3
REL4
DO tin c RES
Thdi gian ho^t dpng cua ngan hang phii hpp va Ihuan tien cho khach hang
RES1
Khi khach hang g3p su co ve dich vij thi NH luon dap Ung giai quyet van de kip thdi
RES2
Cac djch vy cung cap cua NH dung nhu cam ket cua ngan hang RES3
RES4
Ngan hang cung cap cac dich vu dung thdi diem khach hang cin EMP
EMP1
Ngan hang thong bao cho khach hang khi nao d|ch vg se dUpc thyc hien EMP2
EMP3
Tinh dap Ung (Resposiveness) EMP4
EMP5
Nhan vien NH thuc hien nhanh chong cac yeu cau cua khach hang ve thay doi dich vy nhu thay NORM
ddi thdng tin tren hda don, dich vu cung ung intemet,,,, NORM
NORM
Nhan vien NH ludn sa'n Idng phyc vy khach hang NORM
SAT
Nhan vien NH khdng bao gid td ra qua ban rdn de khdng dap ling yeu cau cua khach hang SATI
SAT2
t - —-—••- — - — -— — -— — - SAT3
SAT4
khach hang ludn nhan duoc ho'tro dich vu til phia nhan vien NH trong gid lam viec LOY
L0Y1

SM ddng dim (Empathize) L0Y2
L0Y4
NhSn vISn NH the hien su quan tam den tiJng khach hang

NhSn vien NH the hien su tan tam dd'i vol khach hang

Nhan vien NH hieu dupe nhu cau dac biet cua khach hang

Nhan vien NH chu y den nhQng van de ma khach hang quan tam nhieu nhat

Nhan vien NH ludn cd nhung khoan thdi gian thuan tien de phyc vy nhu cau cua khach hang

Chuan chij quan khach hang (Customer Subjective Norm)

Hau het nhung ngudi ma tdi danh gia cao deu tan thanh viec ldi tham gta dich vu NH nay

Hau het nhung ngudi quan trpng vdi ldi nghT rSng tdi nen tham gia dich vu NH nay

Tdi dy kien r&ng tdi nen tham gia dich vu NH nay

Su hai long (Customer Satisfactjon)

TOI hai Idng khi su dung cac djch vu tai NH nay

Tdi hai tdng each thitc quan ly va chat iupng dich vu ciia NH nay

Tdi hai Idng thai dd phue vu va lam viec cua nhan vien NH nay

Tdi hai Idng quy trinh quan ly va thu tuc giao dich cua NH nay

Trung thanh khach hang vdi NH (Customer Loyalty)

Tdi ludn nghT den dich vu NH nay mdl khi cd nhu cau

Tdi se khdng sir dung d|ch vu NH khac neu NH nay san sang cung cap

TOI se gidl thieu dich vu NH nay den nhung nguoi ba con, ban be, dong nghiep tdi

300 So 9 - Thdng 5/2020

TAI Ciim-NGAN KANG-BAO HIEM

Do md hinh ly thuye't vdi mdt tap hdp cae quan Bang 2. Tin cqy thang do vd
h? dan xen. md hlnb ca'u tnic tuye'n tinh (Subdural bien quan sat bj log!
Equation Model. SEM) dffdc sff dung de kiem dinh
cic gia ihuye't u-en (Lorence va Monimer. 1985: Thang Bi^ H«so Ket qua
Anderson va Gerbing. 1988). Theo Theo Hair va ISO quan sat Alpha
aing sff (2006); Khne (2011); Tabacbnik \a Fidell
l2()Il). phan ticb nhan to' va ca'u true luye'n tinh TAN Khdng 0,802 Chat luong tdt
di/dc thffc hien iheo quy irinh bao gom 4 bffdc: (i) REL Khdng 0,864 Cha't lupng tdt
Ki^m dinh tin cay diang do (Cronbach test); (li) RES Khdng 0.840 Chat lupng tdt
Phiin lich nhan id' kham pha (Exploratory Factor ASS Khdng 0,836 Chat lupng tdt
Analysis-EFA): (iii) Phan tich nhan to' khang dinh EMP Khdng 0,841 Chat lupng tdt
(Confirmatory Factor Analysis-CFA) va (iv) Mo Khdng 0.860 ^ Chat lupng tdt
hinh ca'u triic luye'n tinh (Structural Equation --- - Khdng 0,851 Chat lupng td't
Modeling-SEM). Khdng 0.844 Chat lupng tdt
NORM
3. K^'t qua va thao luSn SAT
3.1. Ke't qud phdn tich dg tin cdy LOY
Ket qui the hien trong Bang 2 cho tha'y, ta't ca

cdc bien quan sat deu ihda man cac dieu kien irong cua mo hinh ly thuyet \di tdng phffdng sai trich lii
phiin lich dy tin cay cua thang do, thdng qua he so' 66,3419!- tai Eigenvalue la 1,323. EFA cua sir hiii
Alpha > 0,6 v;i Iffdng quan bie'n - td'ng > 0,3 Idng dffdc trich thanh 4 bien quan sat vdi phu'dng
(Nunnally and Burnstein, 1994). sai trich la 69.254% tai Eigenvalue lii 2,77. EFA
3.2. Ke't qud phdn tich nhdn to khdm phd (efa) cua trung thanb du'de trich thanh 3 bie'n quan sdt
Ke't qua dffric trinh bay trong Bang 3 cho tha'y. vdi phffdng sai trich la 76.201'7c lal Eigenvalue la
c;ic ye'u Id' Idc ddng de'n sff h;\i long dffdc trich 2.286. Ke't qua EFA du'de sff dung bang phffdng
ihiinh 6 yeu to lifdng ffng vdi cac bie'n do hfdng phap xoay Promax.

Bang 3 Ma trqn nhan to

Nhan to

1 2 ! 3 i 4 ' 5 6 ' 7 "] 8 ^
0,836
REL5 0,832 :zL-Zzi:
REL3 0,817
REL2 0,795 ,
REL1 0,728
REL4 0,813 i
EMP4 ] 0,795 1
EMP2 0,786
EMP5 j 0,767 0.841
EMP3 0,747 0,829
EMP1 0,802
1 RES3
RES4
RES2

So 9 - Thang 5/2020 301

TAF Cll CdNe THIIONe

1 2 3 4 5 6 7 8
0,842
ASS4 0.831
0,820
ASS2 ' '• 0.763

ASS3

ASS1

N0RM4 0.891
0.841
N0RM2 0.814
0.756
N0RM3

N0RM1

TAN4 0.844
0.786
TAN2 0.773
0.748
TAN3
"
TAN1
0.872
SAT3 0,000 0.865

1.323 0.863
SATI 66.341 0.805
0.793
SAT2 1
0.818
SAT4 ' 0.000
2.77
L0Y2 •• 69.254 0.897
0.862
L0Y3 0.859
0.718
L0Y1 0.000
2,286
Kaiser-Meyer-Olkin Measure (Thuoc do KMO) 76,201

Bartlett's Test [Kiem dmh Bartlett, Sig.)

Eigenvalues (Gia tn Eigen)

% of Vananc e (PhUdng sai trich)

Ghi chu: Theo Hair vd cdng su (20061. 0..^ < KMO < 1; kiem dinh Barllell cd mdc v nghia
hcfii 0.05: hi' sc'itdi nbdn to cua cdc hien quan sdt (Facior Loading) > 0,5: phifcfng .sai irich >
w> Eigenvalue > I.

3.3. Ke't qud phdn tich nhan to khdng dinh (cfa) 3.4. Ke't qud phdn lich cd'u true tuyen tinh (s
Kel qua dffde trinh bii> trong Hinh 2 cho tha'\. Ke't qua dt/dc trinh bay trong Hinh 3 cho lh
md hinh cd Cmm/dt= I.37S. TLI = 0.965. CFI = md hinh co gia tri Cmin/df = 2,012; TLI = 0,9'
0.969 va RMSEA = 0.032. CFI = 0,914 vil RMSEA = 0,053. Qua day, la tl
Theo Smith va McMilan (2001), md hinh do md hinh lich hdp phu hdp vdi dff heu ihffc te'.

Iffdna phu hdp vdi dff lieu ihifc le phai dam bao Ke't qua dffdc trinh biiy trong Biing 5 cho th
phu hdp \di 4 thu'dc do li) Cmin/df: (ii) TLI. tiiii ngoai trff HIO, hau hel cac gia thuye't deu di
CFI. (iv) RMSEA. cha'p nhan d mffc tin cay tff [93^f.99Vf j .
Bang 4 cho tha'y. md hinh do lu'dng phii hdp vdi Cac ye'u to tae ddng de'n "Hiij luni;" iheo
dff lieu ihffc te. iff anh hffdng: NORM. REL. RES. ASS. Tfl

302 So 9-Thang 5/2020

TMCliHI W f t l t l A N ' - ' ^ " " ^ "

Hinh 2: Md hinh do wang r.969iTn=^965SMSEA=.032

,=643.6ft4;CMlN/df=V378;CFI^

cm-,-square^

So 9 -Thong 5/2020 3'

TAP CHl CONG THllONe

Bang 4. Ket qud gid trj c d c thffdc d o

Gta tn tieu chuin Kdtqu

Chi bmh phiiOng dieu chinh •f}l d,f. <= 5 (Bentler va Bonett, 1 a
theo bae tu do (Cmin/df)

Chi sd TLI (Tucker-Lewis TLI > 0.90 (Carver va Mentzer, 1999: Hair J. va
Index} cdng SLJ, 2006).

Chi so thich hgp so sanh CFI CFI > 0,90, 0 < CFI < 1, Cang tien ve 1 cang phu
(Comparative Fit Index), hop. (BenUer va Bonett, 1980, Huva Bentler, 1995).

Chi sd RMSEA (Root RMSEA < 0,05: Mo hinh phii ht?p tot, RMSEA <0.08
4 Mean Square Error Chap nhan; Cang nho cang tdt.
, (Carver va Mentzer, 1999; Hu va Bentler, 1995),
Approximation).

Hinh 3: Ket qua cua phdn tich ca'u true tuyen tinh

•Xii

Chi-square=974 094:CMIN r)f=2 021:CFI=.914:TLI=.906:R(.1SEA=.053
304 So 9 • Thang 5/2020

TAI CBim-NCANHANfi-BAO HIEM

Bang 5. Ket qud gid thuyet

Estimate S.E. C.R. P Ket qua gia thuyet Ghi chu

(Mile tin c$y.%)

SAT i - REL 0.279 0.046 6.117 H2 chap nhan 99

SAT <- EMP 0.18 0,047 I 3.827 H5 cliap nlian 99

1 SAT <- RES 0,233 0.051 4.557 H4 chap nhan 99

SAT ' ^ ASS 0,22 0.051 4,353 H3 chap nhan 99

1 ^*'^ i '" TAN 0.217 0,048 , 4.508 1 •• HI chap nhan 99
SAT 1 <- NORM 0.348 HII ctiapnhan 99
LOY <- SAT 0.541 0.049 7,107 ! " H12 chap nhan "99^
LOY <- REL 0.134 H7 chap nhan 99
0.095 5,677 ...
0,050 2,689
0,007

LOY 1 ^ EMP 0.070 0,048 1,458 0.146 HlOkhongchapnl an

LOY j <- RES 0,193 0.054 3,563 H9 chap nhan 99

LOY 1 «- ASS 0.142 0.053 2,677 0.007 H8 chap nhan 99 '

LOY 1 <- TAN 0.164 0.051 3,212 0.001 H6 chap nhan "l9^

1 LOY ] <- NORM 0.099 0.055 1,795 1 0.073 H12 chap nhan — 93

GIti chti: ** O.OOOJT

B d n g 6. Mi^c d p tac: d on g

Mijlc (39 tac d9 g dSh S/ ,oti6iquy % V|trl
SAT=f(REL,E JIP,RES,A SS.TAN.NO RM)

SAT REL 0 279 189 2
SAT" EMP
R ES - 0.18 12,2 6
A 3S 0.233

SAT 0.22 15,8 3
SAT ^ T 0,217
0.348 14,9 4
^ NC RM 1,477
' SAT 14,7 5

SAT 23,6 1

1 T8'"9 100

Mule do tac d$ g den LCY
LOY=f(REL.RE S.ASS.T AN.NORM)

LOY REL 0.134 18,3 1 4
LOY 0.193
<- RES 0.142 26,4 1
1 LOY 0.164
<- ASS 0,099 19,4 3
LOY 0,732
LOY <- TAN 22,4
Tong
<- NORM 13,5 5

100

Mile dO tac d$ g den LCY i
LOY=f(SAT,NC3RM)

LOY «- S AT 0,541 84,5 1
NO RM 0.099

LOY i <- 0.64 15,5 2

Tong IOC

So 9 - Thang 5/2020 3 0 5

TAPHJCdNGTHlfdNB

H.MP. Ciic \eu to tac dong den ""Tmng thanh" theo tac dong de'n trung thanh. Nhif v5y. gia thuyet H
IhiJ Id anh hi/dng: RES. TAN. ASS. REL. NOR.M H13 du'de chap nhan.
Cac >L'u to' tiem an tac done de'n "Trung thanh"
Iheo ihiJti/anh hudng: S.AT. NORM. (Bang 6) 4. Ke't luSn va ham y quan trj
Muc tieu cua nghien cd'u la xac dinh moi qu
3.5. Thdo ludn ke't qud nghien cifu he cua sif hai long, chuan mi/cchu quan \a iru
Min Id. SI/ vdi hai long cua khach hang chiu thanh khiieh hang tai Ngan hang TMCP Ngt
tac dong tn/c tie'p bdi .S thiinh phdn: chuan nii/c thu'dng Viet Nam - chi nhanh Binh Thuan. D
chu quan, tin cay, dap ilng. dam bao, phi/dng nen biet, trong boi canh SlJ canh tranh manh me de
hu'u hinh va cam thong. Nhu \ a \ . gia ihuye't HI. vifng va mci rong thi phan. hai long \ a trung lhi
H2. H3. H4. H5 du'de chap nhan. Dieu nay cd Clia khach hing la chia khoa cho cac ngiin hii
nghia la. khi khach hang danh gia to't cac ye'u to' Ihifdng mai phat trien ben vUng.
nay se lam cho ho cam iha'y hiii long \di dich vu
cua ngan hang. Difa tren khao sal 360 khach hang \a siJdu
mo hinh ca'u true tu>c'n tinh, nghien ciJu choth
Hai Id. su" trung thanh khach hang chiu tac dong cd mo'i quan he tuye'n tinh du'dng giiTa hiii 16
iru'c tiep bell 5 thiinh phan: dap u'ng, phifdng tien va chuii'n mi'fe chu quan vdi trung thanh kha
hflu hinh, dam bao, tin cay va quy chuan chii quan. hang. Cac yeu to' anh hu'dng den trung iha
Nhif vay. gia thuyet HI. H2. H3. H4, H5 du'de chap khaeh hiing bao gom: (i) Chuan niifc ehu qui
nhan. Dieu nay co nghia lii, khi khach hang danh (ii) Tin ciiy. (iii) Diip u'ng. (iv) Dam bao, I
giii tot cac yeu to nay .se lam cho ho trung ihanh Phu'dng tien hiJu hinh.
vdi dich vu ciia ngan hang.

Ke't qua nghien ci?u cung ca'p cd sd khoa h
Ba Id, mo'i quan he hai long, chua'n mu'c chii eho Ciie nh& quan ly muon md rgng v^ giiT vQ
quan va trung thanh khdch hanged lifdng quan vdi thj tru'dng can phai quan tam de'n siJ hiii loi
nhau theo hifdng: hai long va chuan mifc chu quan chuan mifc chu quan va trung thanh khach hiin^

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Ng-n nhan bai: 6/4/2020
Ngiiy p h a n bien d a n h gia \ a .su'a chifa: 16/4/2020
Nsiiiy cha'p nhSn diing bai: 26/4/2020

308 So 9-Thang 5/2020

TAI CHINH - NGAN HANG • BAO HIEM

Tltimt; litt tcic gia:
1. PCS.TS. DINH PHI HO
Dai hpc Phan Thiet

2.I.S. H I S NH THE N G U Y I N

Dai hpc Tiii chinh - Marketing, TP. H 6 Chi Minh
.ITS. DO DOAN TRANG
Dai hpc Binh Discing

4. Th.S. N G U Y I N M I N H HAI

Dai hpc Bmh Di/rfng
5. ThS. IA MINH KHOI
Ngan hiing TMCP Ngoai Thi^ring \ ict Nam, Chi nhanh linh Binh Thuan

RELATIONSHIP AMONG SATISFACTION WITH SERVICE
QUALITY, SUB,IECTIVE NORM AND CUSTOMER LOYALTY
AT JOINT STOCK COMMERCUL BANK FOR FOREIGN TRADE

OF VIETNAM, BINH THUAN PROVINCE BRANCH

• Assoc.Prof.Ph.D DINH PHI HO
Phan Thiet University

• Ph.D HUYNH THE NGUYEN

University of Finance - Marketing

• Ph.D DO DOAN TRANG
Binh Duong University

• Master, NGUYEN MINH HAI
Binh Duong University
• Master. TA MINH KHOI

Joint Stock Commercial Bank for Foreign Trade of Vietnam,
Binh Thuan Province Branch

ABSTRACT:
Most banks find it difficult to retain tlieir customers and increase their market share. There
are many researches examining the relationship between satisfaction with service quality but
the reciprocal relationship between satisfaction and loyalty, especially subjective norm of
cuslomers has not been paid attention fully. It is a challenge for managers m banking seclor. By
analyzing 360 customer survey data and applying a Structural Equation Model, this study finds
that there is a posili\c linear relationship ampng sausfaetion. subjective norms and customer
lo)all> and factors that affect cuslomer loyalt> including, (i) Responsiveness; (ii) tangibilily.
(iiii assurance, (iv) reliabilty and (v) subjective norm.
Keywords: Satisfaction, subjective norm, lo) ally. Smictural Equalion Model. Joint Stock
Commercial Bank for Foreign Trade of Vietnam. Binh Thuan Province Branch.

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