Chất lượng dịch vụ, sự hài lòng và lòng trung thành của khách hàng-áp dụng cho thị trường thẻ Việt Nam

OUAN
TRI
KINH DOANH
CHAT LUONG D|CH VU, SU HAI LONG
VA LONG TRUNG THANH QUA KHACH HANG:
AP DUNG CHO TH|
TRUONG
THE
VI^T
NAM
Nguyeh Th| Mai Anh
Trudng Qai
Hpc
Bach Khoa Ha Npi
Email:

Ngd Phuc Hanh
Trudng Dal Hpc PhUdng Bong
Email:

Ngaynh$n 10/12/2013 Ngaynhanlai 13/01/2013 Ma sd:
64+65.2BAdm.22
••y^^ien
cOu tap trung vao moi quan hd gida sU hai Idng va Idng trung thanh dii
vdi thi
trudng
i.^
/ thi dtfdi gdc nhin cua khach hang Muc tieu
cOa
nghien cdu bao gom do IUdng va kham pha
mil quan h$ gida chat

ItfOng dich
vu. stf hai
Idng
va
Idng
trung thanh cda khaeh hang dd'i vdi
dich vq
the d cdc ngan hang d Vidt Nam Md hinh nghien cOu duac de xuit tren
eg
sd tdng hgp ly thuyet trong
linh
VUc
nay Tac
gia
da tie'n hanh dieu tra thu thdp dO
lieu
vdi tong si khach hang la 176.
Kit
qua nghien
cOu
cho thiy cd md'i tae ddng
dtfOng
eua dd tin cdy. kha nang dap tfng. stf dam bao. stf cam thdng va
yiu tdhOu
hinh de'n stf hai Idng cua khaeh hang.
Mdi
quan hd tuyin tinh giQa sU hai Idng va Idng tnjng
th^nh
cda khdeh hang dd'i vdi
thi

trudng the cung dugc phat hidn. Nhdng phat
hidn
nay rit cin thiet cho
cac to chtfc cung cap
dich
vu the nham
giOp
hg nang cao
dUtfc
su hai Idng cung nhu Idng trung thanh
cua
khdeh
hang trong iinh vtfc nay.
Ttf
khoa:
Chit lugng
dich
vu, stf
hai
Idng cua khaeh hang, Idng trung thanh cda khach hang
1.
Gidi
thi^u
chung ke. Vao ndm 2006, chi cd
vai
ngan hang tham gia
Nhd nhQng dieu kien thudn Ipl ve
kinh
le, luat phat hdnh the. Hidn nay da cd khoang 45 td chUc
phap,

chfnh
tri
va tang trudng nhanh
ciia
dan so da tham gia vao ITnh vyc nay
tU
nhQng ngan hang
Ire,
th| trudng
thed
Viet Nam da tdng nhanh trong thuang mai den ngan hang nha nudc va ngdn
5 nam vUa qua Sy tang trudng nhanh khdng hdng nudc ngodi Vi vdy canh tranh trong ITnh
vUc
nhOng
ve mdt so
lUdng
the phat hanh md cdn ddi ndy ngay cang khdc Net. Cdc to chUc phdt hanh
vdi ca
gia Ir]
Ihanh lodn tU the. Sd lupng cac ngdn the trong va ngoai nudc dang cgnh tranh ngdy
hdng hogt
ddng
trong
ITnh
vUc nay cung tang dang cang mgnh me, mgng
lUdi
hogt ddng cua hp dUpc
^
hlina
hoc

^
^64
+ 65/2014
HiirmiBnial
113
QUAN TRj KINH DOANH
md rpng ra loan qudc
Ihay
vi chi d vai Ihanh phd
ldn nhu trudc day. Mot cdu hdi ldn ddt ra cho cac
ngan hang trong nudc la "Cac ngan hang can phai
lam gl de nang cao chat lupng
dich
vy, sy hai Idng
va luu
glQ
khach hang
ciia
minh?".
Nghien cQu ve Idng trung thanh cua khach
hang khdng
phai
la
ITnh
vyc mdi. Nhieu nghien cUu
trudc day da tap trung vao eac yeu to anh hudng
dah de'n tang ldng trung thanh cua khach hang,
NhQng yeu to ndy bao gdm chat
lUdng dich
vy, su

tin
tudng va sy hai ldng cua khach hang cung nhu
nhQng rao can khi thay the nha cung cap (Liu va
ddng nghiep., 2011), Trong khi cd nhieu nghien
ciiu
tap trung vao chat
lUdng dich
vu va su
hai
long (Lewis, 1993), thi nghien cUu ve mdi quan he
glQa
chat cha't
lUdng dich
vu, su hai long va long
trung thanh cua khach hang trong nganh ngan
hang ban le van cdn rat ft (Bloemer va dong
nghiep.,
1998),
nghien cUu ndy doi
vdi thi
trudng
the
lai
cang hiem,
Nghien cUu nay se rd't
hOu
fch cho nhQng to
chUc phat hanh the trong nudc. Nd giup xac
dmh dupc khdng
nhOng mUc

do
hai
long va ldng
trung thanh
ciia
chu the ma cdn nhdn dien dUdc
nhQng yeu td cd tac dong mgnh nhat den sy hai
long vd ldng trung thanh cua khach hang, Tren
cd sd nay, cac ngan hang se dieu chinh chien
lUdc
marketing
ciia
ho sao cho cd dUdc nhieu
khach hang trung thanh nhat.
Myc
tieu
cua nghien cUu la danh gia chat lupng
djch
vu, sy hai long va long trung thanh ciia khach
hang doi vdi
djch
vy the d Viet Nam. Nghien cUu cung
kham pha mdi quan he giQa cac
khai
mem nghien
cUu nay,
giup
cho cac nhd quan
tri
trong nganh ngan

hang tang va
luu
giQ dUdc khach hang cua hp.
2.
Ca sd ly Ihuyet
2.1.
Chal
Itfting dich
vu
Chd't lupng
dich
vy va
each
do
lUdng
da dUdc
nhleu nha khoa hpe tranh
ludn,
nghien cUu trong
khoa
h9G
^^^^^^^^^^^^^^^^^^
114 thifdng
mpi
suot hdn ba mUdi nam qua va nd la mdt chfl
de
trong
ITnh
vUc quan tr; va marketing thu hut
dygc

nhieu nha nghien cUu (Martinez, 2009).
Chat lupng
djch
vy the hidn sy thanh cdng cfla
d|ch vu (Parasuraman, 1985). Chat ludng
dichvu
la sy so sanh giQa
mUc
dp ky vpng cua khach
hang vdl ndng
luc
dap Ung cdc khia cgnh
ph^n
dnh chal lupng d|ch vy. Mpt d|ch vu dupc xem la
cd chat
lUdng
la khi d|ch vu thda man dupc nhu
cau va ky vpng cua khach hang (Lewis & Mitchell,
1990;
Dotchin & Oakland,
1994).
Chat
IUdng d(cti
vu cung dUpc khai quat va xem nhu cam giac
chung cua khach hang ve sy dap Ung day du hay
khdng
ciia dich
vu (Zeithaml, Berry
v^
Parasuraman, 1988)

De duy tri chal
lUdng djch
vu d mUc chap
nhSn
dupc va lien tuc nang cao chat
lUdng,
cac td
chile
cung cap
djch
vy can phai
nd'tyc
lien luc va c6
dmh hudng lau dal (Cronin & Taylor, 1992).
Gronroos
{1990)
da
dinh
nghTa, chat IUdng
djch
vu
la sy chenh
Idch glQa
ky vpng cua khdeh hang ve
djch
vu ma khach hang se
sCi
dyng vd cam
nhSn
ve

dich
vy ma thyc te khach hang da nhan
dUdc
(Gronroos, 2001; Parasuraman, Zeithaml
v^
Berry, 1988).
Tren cd sd tong hpp ly thuyet ve chat lupng
d|ch vy, mac du cd nhQng chl trich nhat
dinh,
nhung SERVQUAL va SERVPERF la hai m6 hlnh
cd kha nang Ung dyng nhat va nhgn dUdc nhieu
sJ
chu y nhat cua cac nha nghien cUu khoa hoc.
Md hinh chat
lUpng dich
vu - SERVQUAL do
cdc nha nghien cUu Zeithaml, Parasuraman, va
Berry de xuat vdo nam
1985
vdi
10
yeu to va sau
dd vao nam 1988, Zeithaml, Parasuraman,
vi
Berry da rut xuong cdn 5 yeu to. 5 yeu td cfla
chS
lupng
djch
vy bao gdm dp tin cdy, kha nang
dSp

Ung,
sudam
bao,
sucam
thdng va cac yeu to
tu?"
-hinh.
Md hinh SERVQUAL se do
IUdng
chat
lii^f>3
d|ch vy dya tren su chdnh
l^ch
giQa
ky vpng aia
^
So
64 +
65/2014
QUAN
TRj
KINH DOANH
hdch hang ddi vdi
dich
vu vd sy cam nhdn
ciia
ihach
hang khi
sCl
dyng d|ch vy.

Khac vdi nha nghien cUu Parasuraman va
Jdng nghidp cua dng (1985,1988) (tUc la do cha't
lipng dich
vu dua tren sy khac biet giQa ky vong
^a
cam nhdn ve d|ch vy), nam 1992, Cronin vd
Taylor da de xuat md hinh SERVPERF do
true
tiep
;hat lupng bang sy cam nhdn
ciia
khach hang ve
l|ch vu. Nhieu nha nghien cUu ddng y vdi
each
iep cdn nay vi cho rang do ky vpng cua khach
iang
la chUa hieu qua va khong can Ihiet vi khach
lang
thudng cd ky vong cao vd do vgy rat ft
khi
;am nhdn ve
dich
vu cua khach hang cao han so
jd\
ky vpng cua hp (McDougal and Levesque,
1994,
Babakus vd Boiler, 1992).
Trong nghien cUu nay, de' do ludng chat lupng
djch
vy ddi vdi djch vy the, ldc gia kel hdp

sU
dyng
mo
hlnh SERVQUAL gom cd 5 yeu to la yeu to
hOu
hlnh,
dp tin cdy kha ndng
dap^ng,
sy dam
b^o
va sy cam thdng vd de do nhOng yeu to nay
tac
gia do tryc tiep bang sy cam nhdn cua khach
fidng
ve
djch
vy
2.2. Stf hai long cua
Miach
hang
Triet ly cua khoa hpc quan ly
hien
dgi lay sy
hai Idng
ciia
khach hdng Idm tieu chud'n cd ban
vd
cung
la
tieu chuan phan dd'u cho hogt ddng

cua
cdc id
chQc (Gerson, 1993). Sy hai long cua
khdeh
hdng
Id
yeu td cot Idi de' xdy dyng
moi
quan
h§
lau dai vdi khach hang {Patterson vd
ddng nghiep, 1997) vd do vgy ma cac to chQc
c3n
phai biet each de' thda man khach hang va
nhd dd hp mdi tang trudng ben vQng va cd dupc
th|
phin.
Hieu dupc day du khai mgm "sy
hai
ldng
khdeh
hdng"
la
rat quan trpng doi
vdi
nhd
nghidn
cUu
va quan ly.
Cdc nha nghien cUu cd nhQng

each dinh
nghia sy
hai
Idng khac nhau. Hal hudng nghien
cOu
vg sy hdl ldng khach hdng kha ndi trdi trong
cac
nghidn cdu
IrUdc
ddy dd Id hudng vdo
mdi
So 64+
65/2014
giao
djch
tUc la su
hai
long cy the'
va
su
hai
Idng
chung (Bouldmg va ddng nghiep,
1993;
Anderson va ddng nghidp, 1994; Johnson,
2001). NhQng nghien cUu trudc cudi nhQng nam
1990,
thi SU hdi long khach hang Id danh gia sau
khi mua cua khach hang ddi vdi mdl lan giao
dich

(mua) cu the' nao dd (Hunt, 1977; Oliver, 1977,
1980,
1993). NhQng nghien cUu gan day, md la
sy hdi long la danh
gia
chung doi vdi nhieu lan
mua vd sy
trai
nghiem vdi chat
lUdng dich
vy
trong sudt thdi
gian sii
dyng (Fornell, 1992;
Johnson va Fornell, 1991; Anderson va dong
nghiep, 1994; Garbarino va Johnson, 1999,
Mittal vd ddng nghidp,
1999).
Sy hdl Idng chung
la chi
tieu
cd ban ddnh gid hoat ddng cua doanh
nghiep trong qua khU, hten tai va tuang lai vd vi
vay nd cung la ddng lyc de ddanh nghiep tiep tyc
dau tu vdo tang sy hdi Idng cua khach hang
(Anderson va ddng nghiep, 1994). Sy hai long
chung
giup
dy doan du dmh mua vd hdnh vi
ciia

khach hang tdt
hon (Olsen
va Johnson. 2003).
Trong nghien cUu nay, lac gia se do ludng sy
hai Idng
ciia
khach hang theo sy hdl ldng chung vi
tac gia mudn khdm pha mdl quan he giQa chat
IUdng d|ch vu, su
hdi
ldng va ldng trung thanh
ddi
vdl
th!
trudng the chU khdng phai la mdt giao
djch
cy
the' ndo.
2.3. Ldng trung thanh cda khach hang
Ldng trung thanh cua khach hang dd dupc
nghien cUu tU hdn nam
mUdI
ndm qua,
Khai
niem
idng trung thanh bad hanh vi.
thdi
dd va nhdn thUc
dupc the hien thdng qua "mUc dd mua sam ldp lal,
cd

thai
dd tich
cue ddi
vdl nha cung cap
dich
vy vd
cdn nhac chi
sii
dung nha cung cap
djch
vy ndy
khi
cd nhu cau (Gremler and Brown, 1996). Bdn
canh ba yeu td de cap den d
Iren,
Jones va
Sasser
(1995)
da phdn loai hai
loai
trung thanh
Id
trung thdnh
ddi
han vd trung thdnh ngan han.
Khach hang trung thanh ddi han khdng
de'thay doi
IlllM hQC
'^
tltifdng mai

115
QUAN
TR|
KINH DOANH
nha cung cap, trong khi khach hang trung thdnh
ngan han de'thay
ddi
khi hp cd dUdc chao hang
hap dah hdn
IU
nha cung cap khac (Liu va ddng
nghiep, 2011).
Nghien cUu nay se tap Irung vao sU hai ldng
dai han vi nhOng khach hang nay se la nhQng
ngudl mang lal Idl nhudn cho doanh nghiep. Sau
khi tdng hop ly thuyet ldng trung thanh cua khach
hang doi vdi
dich
vu the dUpc do ludng nhu sau:
- Truyen mieng: ThUdng xuyen khuyen khich
nhQng ngudl khac
sQ
dyng djch vy the
hode
ndi
nhQng dieu tich cyc ve td chUc phat hanh the.
- Mua sam lap lai: thudng xuyen sU dyng the va
se tiep tuc
sU
dyng trong

Idu
dai,
- Nhdn
IhUc:
NghT ve
id
chUc ma minh dang
sQ
dung dau tien
khi
md mdl the mdi
2.4 Mdl quan h$ giOa chat
Itftfng dich
vu. stf hai
long va Idng trung thanh cua khach hang
Ngay cang cd su nhd't trf ve mdi quan hd
giOa
chat lupng
dich
vu vd sU hdl long cua khach hang
vd cac nghien cUu deu cho rang chat iUdng
dich
vu tac ddng den sy hai long cua khach hang
(e.g.,
Anderson vd Sullivan, 1993; Churchill va
Suprenant, 1982; Cronin va Taylor, 1992; Fornell,
1992;
Oliver vd DeSarbo, 1988)
CJ
cap doanh

nghiep, Anderson va dong nghiep (1994) cQng
phat hien ra moi quan he tuyen tfnh dUdng
giQa
chat lupng
djch
vy va sy hai long cua khach hdng.
Cdc nghien cUu gan day cua Taylor va Baker
(1994), Levesque va McDougal
(1996),
Johnston
(1997),
Jamal
va Naser (2002),
Ndubisi (2006)
cung nhd'n manh vao md'i quan he giQa chat IUdng
djch
vu va sy hai long
ciia
khach hang.
Mdi quan he
giQa
sy hai long va long trung
thdnh cua khach hang cQng dUdc phdt hien trong
nghien
cQu ciia
Bloemer vd ddng nghiep (1998).
Ldng trung thdnh, chat luong
dich
vu va su
hai

Idng cua khach hang la nhQng
chii
de dUdc nghien
cUu nhieu khdng
nhiJng
trong ITnh vyc ngan hang
htioa
hoc
^^=^^^^,^,^^^=__^_
116 thifdng'mal
ma cdn cac nganh d|ch vy khdc (Dick va Basu,
1994;
Lewis, 1993). Nhleu nha nghidn
cUu phit
hidn ra tac ddng
ciia
su hai Idng cua khach
h^ng
den long trung thanh
ciia
hp, nhd dd ma mang
l^i
Ipl nhudn cho doanh nghiep.
Moi
quan hd
nayde
dang tim thay trong cac nghien
cUu ciia
Anderson
va Fornell (1994); Gummesson (1993); Heskettva

ddng nghidp (1990); Hesketl va ddng
nghiap
(1994);
Reicheld
vd Sasser
(1990);
Rust, va ddng
nghiep (1995); Schneider va Bowen (1995);
Storbacka va ddng nghiep (1994); va
Zeithaml vii
ddng nghiep (1990).
Vi vdy, 3 khai niem nghien cQu ve chal
lUOng
dich
vu, su
hai
long va Idng trung thdnh cua khach
hang la cd mol quan he
vdi
nhau va thU ty mot
quan he nay la: chat lupng djch vy va sy hdi ldng
cua khach hang va long trung thanh ctia khach
hang,
Nghien cUu se tdp trung vao moi quan
he
nay ddi vdl
djch
vy the d Viet Nam.
3. Mo hlnh nghien cdu va gia thuyel
3.1

Mo hlnh nghien cOu
Tren cd sd long hdp ly Ihuyet trong
ITnh viJc
nay tac
gia
da de xud't md hinh nghien
cUu diidi
ddy. Md hinh lap trung kham pha mdl quan
h?
glQa
chat lupng
dich
vu, sU hdi Idng va ldng trung
thanh cua khach hang doi vdl d|ch vu the cua
Vi^t
Nam.
Mo hinh dupc trinh bay trong hinh 2.1.
Md hinh bieu
dieh
2 nhdm quan
h§ ciia
nghien cUu. TrUdc
lien,
lac gia se tdp trung kham
pha mdi quan he giQa tac dpng 5 yeu
Id
cua chai
lupng
dich
vu dya tren md hinh SERVQUAL den

su
hai
ldng
ciia
khach hang. Va
thU
hai, la mol
quan he
glQa
su
hai
long den long trung
thinh
Clia khach hang.
3.2 Gia
thuyei
Hal nhdm gia thuyet dUdc de xuat dya tren
cO
sd Clia md hinh nghien cUu. Nhdm gia
Ihuyet thil
nhal ve cdc yeu td khac nhau cua chal
lUpng
djch
vy va su hai Idng chung ctia
khdeh
hang-
So 64 + 65/2014
QUAN
TR|
KINH DOANH

Kha
m'ing
clapiins
Cac yeu to
liiTii
liinh
Hlnh 2-1 Md hinh nghien ctfu
Nghien cUu gia thuyel la
mdl
yeu td
ciia
chat
lupng d|ch vy cd tac ddng dUdng
dd'i
vdi su hdi
Idng Clia khach hang. Nhdm gia thuyet thU 2
ki^m
dmh moi quan he
giOa
su hai Idng va long
trung thanh cua khach hang. Chi
tiel
cae gia
thuyel dupc trinh bdy dudi ddy:
Gia thuyet 1: Bd
tin
cdy eda
dieh
vu eang cao,
kh^ch hdf^g

eang hai Idng.
Gia
ihuyet
2: Kha nang dap dng
dich
vu cang
tit, khdeh hdng cang hai Idng.
Cia
thuye't
3: Su cam thdng cua ngudi cung dp
did}
vy cdng cao thi khach hang cang
hai
Idng
Gia thuyet 4
Dich
vu cang dam bao khach
hiing eang hai Idng.
Gia thuyit 5: Khaeh hang eang hai Idng
vdi
cac
yiu ti
hQu
hlnh thi mOe dd hai Idng cua khach
hing cdng cao.
GiS
thuye't 6: Khach hang eang hai Idng thi hg
cing tmng thanh
3.3 Phieu
dieu

tra
PhlSu digu
tra dUdc xdy dung mdt
each
khoa
hpc de dung thu thap dQ lieu cho nghidn cUu
Trudc
tien,
tac gia td'ng hdp ly thuye't cua nhQng
nha nghien cUu trudc ddy ve ndm yeu to cua chat
lupng d|ch vu, sy
hai
long vd long trung thdnh cua
khach hdng de' nhdn dien cdc va'n de cQng nhu
thie't ke phieu
dieu
tra. Sau
khi tien
hdnh
dieu
tra
thli,
tac gia da hoan thidn dupc phieu dieu tra.
Phie'u dieu tra nay dupc
sU
dung de' thu thgp dQ
lieu
dieu tra cho nghien cQu.
cac
bien trong phieu

dieu
tra
dUdc
do ludng
bang thang ddng y 5 cap
vdi
1 la
hoan
toan phan
ddi"
va 5 la "hoan toan ddng y". Phieu dieu tra gdm
2 phan. Phan 1 dupc thiet ke de thu thdp nhQng
thdng tin chung ve ngudi dupc hdi, Phan 2 duac
thie't ke de thu thdp nhQng
khai
mdm cua nghien
cUu.
Tdng cdng 22 cau
hdi
dupc
sii
dyng de thu
thgp thdng lln do chat lupng
djch
vy. Tac gia da
sii
dung md hinh SERVPERF cua Cronin and Taylor
(1992)
de' do 5 yeu td cua chat
lupng djch

vy. Sy
hai long
ciia
khach hang dupc dd ludng bdi 3 bien
vd ldng trung Ihanh cua khach hang dudc do bang
So 64+
65/2014
_khQa hQC
'^
"thddng mpi
117
QUAN
TRj
KINH DOANH
4
bien
la nhQng bien do thai dp, hanh vi va nhan
thUc ve ldng trung thanh (Dick va Basu, 1994;
Gremler vd Brown, 1996; Kumar va Shah, 2004;
Oliver,1999;
Martin et al., 2009).
3.4 Thu th$p dd li$u
Tdc
gia
da ket hpp giQa thu thap dQ lieu bang
buu
didn,
thu
dien
tQ va phdng van

true
tiep. Tong
cdng,
tac gia da thu dUpc 176 phieu
Ira
ldi, trong
dd 58
(33%)
ngudi tra ldi la nam va 118 (67%)
ngudi tra
ldi
la nQ. Han 63%
ngUdI
tra
ldi
cd dd tuoi
tu 25 den 45, 33% Id dUdi 25
tud'i.
Ket qua dieu tra
cung cho thay hau het nhQng ngUdi tra ldi la cd
trinh dd hpc van tuang ddi cao vdl 91,5% cd bang
dai hpc hoac cao hdn Ve nghe nghiep thi 47,7%
la nhdn vien van phdng, 25,6% la sinh vien va
10,2%
la can bp nha nudc. NgUdi tra ldi cd thu
nhdp dudi 5 trieu ddng/thang chiem 35,8% trong
td'ng so ngudl tra Idl. So ngudl cd thu nhdp thang
IQ
5 trieu ddng den 10 trieu dong la 38,1% va
22,2%

la ngudl cd thu nhap thang tU 10 trieu den
20 tridu ddng.
4.
Ket qua nghien cQu
4.1
Chai lugng d{ch vu
Cac khao sat cho thay tat ca cac bien lien
quan den chat
lUdng djch
vu
ciia djch
vu the tdi
chfnh
Viet
Nam chua dUdc ddnh gia cao bdi
chu the. Dieu dd cd nghTa la tat ca cac bien cd
ket qua dao ddng tU 3,15 (Nhan
vien
ngan hang
chu dao vdi
chii
the) den 4,04 (Thdng tin ca
nhan va
giao dich
dupc bao mdt). Ta't ca cdc
bien cd gia tn trung binh dUdi 4,0 trU myc
"Thdng tin ca nhan va giao
dich
dUdc bao mat"
vdi gid lr| trung binh chi hdl cao hdn so vdl 4,0,

Khoang 1/3 so ngudi tra ldi la "khdng chac
chan"
ve hau het cac hogt dpng ve chat
lUPng
dich
vy Clia
dich
vu the khi hp danh gia
vdi
mUc
die'm trung
binh.
Nhdm cac hoat dpng ve' su cam thdng nhdn
dUdc ddnh gia thap nhat tU chu the
vdi
gia
In
trung
khoa
hoc
118
thddng'mal'
blnh dat tU 3,15 den 3,49: 21% khach hang phin
nan rang dudng day ndng (ATM va POS
thiel
bj
dau cudi) khong lam viec
24/7,
22,7% trong
sdhp

da nghT rang nhan
vien
ngdn hang da khdng quan
tdm den
chii
the, 23,9 % trong sd hp khdng dong
y rang Nhan
vien
ngdn hang chu ddo vdi chfl the,
21,6%
trong sd hp cho rang nhan vien ngdn
hdng
khdng hie'u dUdc nhu cau cua khach hang. NhiJng
con so nay nhu mpt
hdi
chuong bao dpng cho cac
ngan hang ve cac hoat dpng lien quan den
sycam
thdng cua
djch
vu the
ciia
hp.
Cac chu the cung khong danh gia cao cac
yeu
Id
hQu
hinh,
kha nang dap Ung
va cac

hoat
dpng ve dd tin cdy
ciia dich
vu the. Cac
yeut5
hQu hlnh cua
dich
vu the cung cd
nhOng
danh
gia vdi
gia
tn trung binh tU 3,37 den 3,77,
mile
danh gia nay dUdc danh gia la cao hdn so
v6i
cac hoat ddng ve sy ddng cam, tiep theo la
c^o
hoat ddng ve kha ndng dap Ung vdi gia tn trung
binh la
tU
3,5 den 3,8 va cdc hoat dpng
vd dfi tin
cay vdl mUc gia
tri
trung blnh
tU
3,64 den 3,97.
Chl 45,5% sd ngudl dupc hdi nghT rang cdc
nhSn

vien
ngdn hang la an mdc dep;
55.7%
ngJdl
dUdc hdl ddng y rang he thdng chap nhdn the
hoat ddng tdt nhu da
hUa;
48,7% ngUdi
dUdchol
ddng y rang ngdn hdng Ngan hang tra ldi chinh
xac cdc yeu cau cua chu the
That
Ihu
v| khi thay rang cac yeu to trong
nhdm sp dam bao da nhdn dupc sU danh
giS
cao nhat
tU
cac chu the vdi gia lr| trung binh til
3,6 (Ngdn hdng IhUdng xuyen thdng bao cho
chu the ve ddc
diem
va tinh ndng cua
the-
ASS) den 4,04 (Thdng tin ca nhdn va
giao did)
dupc bao mdt - AS4). 75% sd
ngUdI
dUpc hoi
ddng y rang thdng lin ca nhan va giao

dich ciia
hp dupc ngdn hang bao mat. Tuy nhien, chi oi
hdn 50%
chii
the cam
Ihay
yen tdm khi
diJng
the trong giao
dich,
cac nhan vien ngdn
hing
lich
sy, cae nhan
vien
ngdn hang cd kien thiic
So 64 + 65/2014
QUAN
TRj
KINH DOANH
Banff
1.
Cha'l'
lUOng dich
vu
Cac
ho^t i3$ng
(*)
Gia
tn TB

Hoan toan
ptian ddi va
phan
<3ai
(%)
Hoan toan dong
y va dong y
(%)
WOncSv
Giao
d|ch
thanh c6ng
Giao dich
duoc
ti@n
hanh chinh xac
H?
thong chap
nh^n
the hoat dong tot nhu da
hrla
Ngdn hang
thi/c
su quan tam de giai quyet cac
v^n
de cua
chO
the
3 69
3,97

3.64
3.71
13.6
45
108
97
62.5
72.7
55,7
60.8
KhS
nang dap
Una
Dudng day nong hoat dpng 24/7
Giao
dich
dupc tien hanh nhanh chong
NgSn
hang tra ldi chlnh xac cac
y€u
cau cua
chu the
Nhin
vien cua ngan hang san sang
giup dd chCi
the
3 60
3.80
3.50
3.69

13.1
51
13 1
9.1
57 4
648
48 7
57.4
SU cam
thong
He thdnq chap nhan the hoat donq 24/7
Dilm giao
dich IhuSn ti^n
va gid hoat dong hdp iy
Nhan vien
ng§n
hang quan tam den
tUng
chii the
Nhan vien ngan hang chu dao vdi chu the
Nhan vien ngan hang hieu nhu cau
ciJa
chu the
3 31
3.49
3 22
3 15
3.20
21
13.6

22 7
23 9
21
6
43
1
50
38
1
36 9
36 4
SU
ddm
tiao
Chij thS cSm thS^y ygn
tim
\d\\
dung
th^
trong
giao
dich
NhSn
vien l|ch
sM
Nhan
vign
cd kien
IhUc
de tra

161
cac cau hoi clia
chu the
Thdng tin ca nhan va
giao dich
dugc bao mat
Ngan hang thudng xuyen thong bao chp chu the ve
dSc
dilm va tinh nanq cua the
CdcyfiutohQuhlnh
ThS
thiet ke dep
Thd
dupc chap nhan
r^ng
rai
H$
thdng
chSip nh$n
the
hipn
dai va de'ddng
Nhan viln ngan hang an
m$c
dep
3.79
3.80
3 67
4 04
3 60

3.40
3 72
3.77
3 37
8
57
8.5
28
11.9
14.2
8.5
6.8
16.5
61
9
61
4
58 5
75
53 5
46 6
58.5
63 0
45-5
C)
DiSm sdcao
nhat ia 5
85
64 + 65/2014
'tliifdng mai

na
QUAN
TR|
KINH DOANH
de'
tra Idi cau hdl cua hp va ngan hang thudng
xuyen thdng bdo cho chu the ve dac diem cdc
tinh ndng
ciia
the.
NhQng ket qua nghien cUu neu tren cho thay
cac
chij
the da khong dua ra nhQng danh gid
tfch
cue
den chat IUdng d|ch vu the tai chfnh.
Dieu nay cd the
hieu,
vi
Ihi
trudng the tai chfnh
Viet Nam den nay van cdn rat mdi,
chii
the
sii
dyng the chu yeu de' rut tien mat tU cac may
ATM do ngudi
Viet
Nam da cd thdi quen sau sac

trong viec
sCl
dung
tien
mat, sd
lUpng
may ATM
va thiet
h\
dau cudi POS den nay van cdn rat
han che neu so sdnh vdi so
lUdng
the dang
luu
thdng va thudng eung khdng lam
viec
dung
chUc ndng do thieu dau lu va kien thUc quan ly,
kinh nghiem tQ cac ngdn hdng. Bang 1 trinh bay
chi
tiet
ket qua nghien cUu cac bien
ciia
chat
ludng
djch
vu
4.2 Stf hai long va long trung thanh cua
khach hang
MUc dp hai long

ciia
khach hang dUdc dUa ra
trong Bang 2. Ba chi so da dUpc
sCf
dung de do
ludng sy hai Idng cua khach hang nhu d Thyy
Bie'n,
My va Na Uy dd la sU hai Idng, thyc hidn
cung cap
dich
vy y tudng cua khach hang va thyc
hien vudt qua mong ddi (MD Johnson et
al.,
2001).
Kel qua cho thay cac chii the khong
hai
Idng vdl
cac
djch
vu dupc cung cap bdi to chUc phat hanh
the ciia
Viet
Nam.
CQng trong nghien cUu nay, cac chi so hai Idng
Clia khach hang da cd gia
Iri
trung blnh dao dflng
tu 2,84 den 3,52 vdl ty Id thap ve mUc dp thda man
(tat ca deu
dudI

45%). Oieu nay cung tUdng
dUdng
vdi mUc danh gia ve cha't lupng ciia cac d|ch vu
the neu
tren.
Khi su hai long nhin chung la khdng
cao (chi cd
41,2
% so
ngUdi
dUdc hdi hdi Idng vdi
dich
vy), cd the' de'dang de' hieu rang 39,2% so
ngudi dupc hdi khdng nghT rang su thyc hien cfla
viec phat hanh vUpt qua mong
dpi
cua hp. Ket qua
cung chUng minh rang
Ihi
trudng the
Viet
Nam den
nay van cdn d
gial
dogn non tre khi cdc to chiic
phat hanh van dang tdp trung vao viec md rdng th|
Bang 2; Stf hai Idng va Idng trung thanh eua khaeh
Cac hoat dpng (*) Gia
tri
TB

Hoan toan
phan dpi va
phan doi (%)
Hoan toan dong
yvad5ngy(%)
Sli hai long cua khach hang
Chu the dap
dnq
vcfi
dich
vu
Sl/
thuc hien la co the so sanh duoc vdi viec phat
hanh
Monq doi cua chu the vuot qua su thuc hien
3.52
3 23
2.84
9.1
21.6
39.2
41.2
38.6
27.3
Long trung thanh cua khach hang
Chu the van
giQ
nguyen the da phat hanh hien
tai
Noi nhiing diem tich

CLJc
ve the phat hanh hien
tai
vdi
nqu6i
khac
Gidi thieu the
hien
tai tdi
nhOnq nqudi
khac
NghT ve the phat hanh
hi$n
tai khi can mot
loai hinh the khac
3.96
3.69
3.59
3 51
5.7
6.3
11.9
136
71.6
56.9
54.0
50.6
C) Oiem cao nhat la 5
khoa hoc
120

thifdng'mal'
So 64 + 65/2014
QUAN
TRI
KINH DOANH
ph3n Clia minh va da khdng chu trpng de
cai Ihien
sy hdi Idng cua
khdeh
hdng.
Bdn hoat ddng dUdc
SLI
dung
d^
do ba khfa
cgnh cfla long Irung thanh la thai dd , hdnh vi vd
nhdn thUc. Thdt thu
vi
khi thay rang gid tr| trung
blnh la kha cao so vdl cac bien so khac nhu chal
lupng d|ch vu
hode
sy hai Idng
ciia khdeh
hdng,
gia tr] giao ddng tU 3,51 den 3,96. Mdl ty
Id
cao tdi
71,6%
sd ngudi dUdc hoi ddng y rang ho se van

glQ
nguyen the da phat hdnh hien tai, Hdn
50%
so
ngudl dupc hdl nghT rang hp se
ndi
nhQng diem
tich cyc vd the phat hanh hidn tai cho
ngUdI
khac,
gidl thidu the hidn tgi vdi
nhOng
ngudi khac vd se
nghT ve the phat hanh hidn tai khi can mdt logi
hinh the khac. Chi
tiel
dupc the' hien Irong bang 2.
Cd mdt thyc te la phan Idn cac chd the lal Viet
Nam nhdn dupc tien IUdng cua minh thdng qua
cdc
th6
va cac cdng ty cua hp lam hdp ddng
vdi
cac
ngdn hdng de tra IUdng qua
tai
khoan ngan
hdng vd the ghi np, Bd la ly do tgi sao ho van se
sQ
dyng d|ch vu the ciia td

chUc
phat hanh hidn lai
ngay ca khi hp khong thyc sy
hdi
ldng vdi d|ch vu
cua cdc
id
chUc do
hoSc
chat lupng
dich
vu.
4.3. Thd
nghl$m
cac gia thuyei
Dd
kie'm tra cac
gia
thuyet, tdc gia
sCf
dyng
phdn lich hdl quy ddn
gian.
Phdn tich hdi quy ddn
gl^n
dupe
sO
dung de' kie'm tra xem mdt bien phu
Bang 3,
Td'ng

hgp cac
thudc cd lien quan den mdt bien ddc lap, Trong
nghien cUu ndy, ldc gia da lya chon mUc y nghTa
(gia tn p)
Id
0,05.
Tdng cdng cd sau gia thuyet dd dupc phdt trien
de'
danh
gia moi quan he
giQa
cdc bien ddc lap vd
phy thudc. Ket qua tQ phan tich hdi quy tuyen
tinh
ddn gian cho thay rang tat ca cdc khoang
each
cua chat
lUpng
d|ch vy da cd y nghTa tac ddng lich
cyc ve mUc dd
hai
long cua khach hdng vd su hai
ldng Clia khach hang
vdi khdeh
hang trung thdnh,
Ngodi ra, khdng cd mdl quan hd khdng cd y nghia
va tieu cyc vdi su hdi ldng cua
khdeh
hdng va long
trung thanh ciia khach hang. Bang 3 tdm tat cac

ket qua
cCia
thU nghiem gia Ihuyet da dupc thuc
hien
trong nghien cUu.
5. Ket lugn va kieh ngh|
Chat IUdng
djch
vu cung cap the
lgi
Viet Nam
vdi cdc tieu chi la sy
hai
ldng va ldng trung thanh
dd'i vdi
djch
vu the
tdi
chfnh dupc ddnh
gia
Id tren
mUc trung
binh.
Ke't qua ndy phan anh mpt thyc
te la cac td chUc phdt hanh the Vidt Nam da chi
tap trung vdo viec tang so
lUdng
the phat hanh
hode
thj phan

ma
khdng quan tam den ndng cae
chat IUdng
djch
vu cung nhu sy hdi ldng cua
khach hang. Ket qua nay cung minh chUng thuc
te la
djch
vy the tai chinh
Viet
Nam mdc du dupc
thanh lap va phat trien hdn
20
nam nhung chat
gia thuyit nghien cOu
Cac gia
Ihuyet
HI
H2
H3
H4
H5
H6
Mota
Do
tin
cay cua
dich
vu canq cao, khach hanq canq
hai Idnq

Kha nanq dap Qnq
djch
vu canq
tdi,
khach hanq canq hai
long.
Su cam thdng ciia ngudi cung ca'p
dich
vy cang cao thi khach
hanq canq hai long
Dich
vu canq dam bao khach hanq canq hai
Idnq.
Khach hang
cang hai
long vdi cac ye'u to hQu hinh thi mUc do
hdl Idnq cua khach hanq canq
cao.
Khach hanq canq
hai
Idnq thi ho canq
tnjnq
thanh
Ket qua oia
cac
g'la
thuyet
Donq y
Dongy
Dongy

Donq y
Dongy
Ddng y
So 64+
65/2014
Jihoa hoc
'^•
thifdng'mal 121
QUAN TRj KINH DOANH
lupng
dich
vu va su
hai
long ctia
khdeh
hang van
dupc ddnh gid thap
va
tiep tyc
tyt lal
phia sau
sy
tang trudng
Lien quan
den
nhOng
dy
doan
ve
chat luang

dich
vy, ket qua nghien cUu
da
chi
ra
rang cac yeu
Id
hQu
hinh,
dp
lln cdy, kha nang dap Ung, sU cam
Ihdng
va su
dam bao cd
lac
dong tich cyc den
sy
hai Idng cua khach hang.
Do dd nd
dupe khuyen
cao rang, cac nhd quan
ly
can phai chu
y d
ta't
ca
cdc khoang
each
cua
chat lupng

dich
vu
nham
nang cao
sy
hai
Idng ciia khach hdng.
Nghien cQu cung phat hien
ra
rang
su
hai
Idng
cua khach hang
la cd y
nghTa tich
cyc
lien quan
den long trung thanh ciia khach hang
vdi
mUc
y
nghTa nhd hdn 0,05.
Tdm
lai,
chat lupng
d[ch vu la
chia khda
quyet dmh
cua

su
hai
ldng
ciia
khach hang,
va
dieu
nay la rat
quan trpng
ddi vdi cac
ngan
hang de'
giQ dUdc
khach hang
cua hp,
Chi
cdc
ngan hang
mdl
biet
lam the nao
de' thda
man
cac chu
the
ciia
ho
cung nhu
glQ
lai the cua hp

•
cd the ton tai
trong thdi
gian
dai va tgo ra ldi
nhuan
ben
vOng.*
Tai
lieu tham khao
1.
Alessandro Arbore, Bruno Busacca,
Customer satisfaction
and
dissatisfaction
in
retail banking. Exploring
the
asymmetric impact
of attribute performances. Journal
of
Retailing and
Consumer Services 16, 2009
2.
Anderson, E.W. Fornell,
C.
and Lehmann,
D.R Customer Satisfaction, Market Share,
and
Profitability- Findings from Sweden, Journal

of
Marketing,
(July), 1994
3. Anderson,
E, W.,
and
Sullivan,M.W.,
The
Antecedents
and
Consequences
of
Customer
Satisfaction
for
Firms. Marketing Science, Vol.12,
No.2 (Spring), 1993
lihoa
hoc
122
thddng'mal'
4.
Bloemer,
J. De
Ruyter,
K.,
and Peelers. P.
Investigating
the
drivers

of
bank loyalty: the
com-
plex relationship between image, sen/ice
quality,
and satisfaction. International Journal
of
Bank
Marketing,
Vol.16, No.7, 1998
5. Cronin,
J.
and Taylor,
S.
Measunng
serv-
ice
quality,
a
re-examination
and
extenshn.
Journal
of
Marketing, Vol. 56, No.3, 1992
6. Cronin,
J.J.,
Brady,
M.K. and
Hull,

G.t
Assessing
the
effects
of
quality, value, and
cus-
tomer satisfaction
on
consumer behavioural
intentions
in
service environments, Journal
of
Retailing,
Vol.76, 2000
Summary
The research looks into
the
relations between
satisfaction and loyalty in the card market from the
viewpoint
of
customers.
It
aims
to
explore
and
measure

the
relations between service quality,
customer satisfaction and loyalty towards the card
services
in
Vietnam commercial banks. Research
model was proposed
on the
basis
of
generalizing
theories In the research area. The author conduct-
'ed
a
survey on 176 customers. Findings revealed
that there exists
a
positive relation between
the
trust, response, secunty, sympathy and visible fac-
tors and
the
satisfaction
of
customers. The linear
relations between customer satisfaction and cus-
tomer loyalty
in
the
card market were found out

These findings are very necessary
to
card provid-
ing organizations
as
they can help them enhance
customer satisfaction and loyalty
In
this
field.
So
64 + 65/2014