Đánh giá mức độ hài lòng của khách hàng cá nhân đối với sản phẩm thẻ connect24 tại ngân hàng thương mại cổ phần ngoại thương – chi nhánh huế

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
ĐẠI HỌC HUẾ
TRƯỜNG ĐẠI HỌC KINH TẾ
KHOA QUẢN TRỊ KINH DOANH
CHUYÊN ĐỀ TỐT NGHIỆP
Đề tài:
Đánh giá mức độ hài lòng của khách hàng cá nhân đối với
sản phẩm thẻ Connect24 tại Ngân hàng Thương mại cổ phần
Ngoại thương – Chi nhánh Huế
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DANH MỤC CÁC CHỮ VIẾT TẮT
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PHẦN MỞ ĐẦU
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MKL'<2MWYM<S[•)
A
'-'.A
'-'.



:) Mục tiêu nghiên cứu
2.1 Mục tiêu chung.
;EL5}j3_LK Epz2@4:Jj3
42H3_)'Xx3Kik363p‚2K3>
5gyK3EL5}j3_L Epz2@4:J
6t3 )
2.2 Mục tiêu cụ thể
w3[pr[EL5}j3_L Ep
z2@4:J)
•=[pr[EL5}j3_L Epz2
@4:Jj3KL)
;5t2d99j3[@4:Jj3KL)
3. Đối tượng và phạm vi nghiên cứu
Đối tượng nghiên cứu:
Đối tượng nghiên cứu: L5}j3_LK Epz2'@
4:Jj342H3_)
Đối tượng điều trafLG_L  Kh L 3Es!F@
4:Jj342H3_6=3HL'O)#ƒ
Phạm vi nghiên cứu:
Phạm vi thời gian:E5d>qHKL6A-2:a,:„:a,JQ
E5E<>g?63E56Je:a,N
Phạm vi không gianMKL42H3_Q[Q'O)[

4. Phương pháp thu thập số liệu
Dữ liệu thứ cấp:;L?!G5d>H3o2X5x3
[KL42H3_Qot?L55x3qHiQV464Q
_w35?;M|)dg!3 L_5.[j3
O363E63231,`\\7Es!F2Xu3CD#/f)
J
'-'.J
'-'.



Dữ liệu sơ cấp:G5E<>g[L?H‚?G
!G5=iL=5g!G5=i?H‚p5?
KMHL_[g <~>w2k2)}?!G5
=5gH‚<~>KLEs!F[63)
5. Phương pháp nghiên cứu
3L2Xu…EL5}j3_L1E2463ER3V!4mS
V7gd!F‚25t?dj3_LhL
uuM9j3G!3)QV!{5L2XFz2
kM9j3!36~32hEL5}j3_
L‚2M63<Er6M=[5g_!3j3!3Lu
L[5g236_4Epz2Q!=F)
0Xu>5g!=Fj3O363E6323†1,`\\Q,``,7 3
CD#/fH3o2::H[k5t-2LYj3>5g!=FQw5L
9?16453H57Qid164EE44EE7Qip2Hp13EE6347Q<
Gu13H54E7LEop214237)
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

[_p,N_L"wEs!F@/'0M42H3_L32
_p._[j35hM}@)7
5.2. Quá trình nghiên cứu :
Hình 1.1 Quy trình nghiên cứu
Z
'-'.Z
'-'.




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'-'.\
'-'.




5.3 Xử lý số liệu.
a. Một số phương pháp được sử dụng để phân tích dữ liệu:
„G5E3_?gE‡ms5.H‚4m45LY2EEE,U)a
„f?HpYEk5L2EM!G56 _3LKiL2Xp2"
4d iQWQQ?LQ)))
„E?6H3/53O<L!{k5MH[_X
{gQM[H[66x6udL9?j33
Xx3E?6H3353)E6H33535L29T_k2=
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6H33535 <lH‚aQ\Q3wE6H3353qaQZ[aQ\
5LEs!Fg)ywLd=6‚6H3353qaQU6r55Lw
kEs!Fg66tg_23d5L2 l2  
t6p5t6Hpd1355Q,`Z\ŽO446EQ,``JŽ5346Q,``N7)
„OKiK_2CB/1Cm5636B36/35EE73_
9?j33H‚E6H3353L5MH[_Xp2Hp9
?QH[}5ME‡g3LKiK_2‚22Fi
~Lw2•!G5)O<L6>wim=?gH[Y
[>dLgEs!Fku22x3G3H[ 3)
„32E_6KiK
'6KiK_2Q6=E0P13E46„0446„P5_75L…E
!{km42mTEigj3KiK)'6=E0Ppw6=6
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Kw_p-_X{g !G5)
OKiK_2}!3LC4354km=E5gK)
;M5gC4354M!5gH[j32XugpiHrK
)GKwC43545 <,E‡gG5M62Xu}GK
wC4354~<,E‡_Xw!Fw2•X<29H[
E‡H=5M_~2Xu)
09Yx36|G36_[xpKiK5L236?K
124236m73236?K_Kgm31634!24
236m7)036?Kd3EHk!H[zH‚K
12•H[5L293dj3K7)GEpK1R3653!7
Hk!<x3G3H[LK)ELH[KLH[w
2<x3l‡ 3)'6dLEs!F<6i
K63524EEpKp5 <aQNu2 MY)
[xpj3x6uKiLE‡63236?K124236m7)
036?Ld3EHk!<x3G3H[)
„O<6uox[i3_686igKqKi
K_2CB/Qm42mT2<x3[iG3>pH[H‚
mK!236?<x3G3>pH[)}u2M2p=Y
[62Xuox[iH9_k263EwM<E3
13634VR53B36SVB7)[p=_XH=M2Q2Xuox
[iH9gmK!)LED:hg…1/!•E4!DEx3647
H[2XuoxgmK!{g[2dL)
b. Các kiểm định :
k2=3
;9?j33g_k2=Xx3E6H3‘/3
6H3‘/3’aQ\'3
aQ\’6H3‘/3’aQZ'3Es!Fg
,a

'-'.,a
'-'.



aQZ’6H3‘/3’aQU'3>?g[5t_2
2 )
s!F_k2= 6=6Huj3WkP4„3254'„'4EQ _k2=
P4„“3/P/Q_k2=25G33H[=!3)
k2=6=6Huj3WkP4„3254'„'4E)
„p[
a
a
µµ
=
)
,
,
µµ
≠
)
•HH~p[
)”aQaN]H~p[a)
)
≥
aQaN3w<ErHH~p[a)
k2=EH‚3j3:6HuWk)
„p[
a6=6Huj3:Wk5L3)
,6=6Huj3:Wk5L_3)

•HH~p[3L_[xp_k2=Eo><E3
1f444‘E'4E7)
„[6=)”aQaNs!F_[xp_k2=r9<E3_Xo
>1Cx353634E3EE24!7)
„[6=)
≥
aQaNs!F_[xp_k2=r9<E3o>
1Cx353634E3EE24!7)
„[6=)j3”aQaN]H~p[a)
„[6=)j3
≥
aQaN3w<ErHH~p[a)
k2=/P/
„p[
a'>p6=6Hu5LH‚3
,'oMi>:6=6Hu_3)
,,
'-'.,,
'-'.



;_Es!F_k2=P4„“3/P/5L6=)j3f444‘E'4E
≥
aQaN1d<E3o>7)
•HH~p[
[6=)”aQaN]H~p[a)
[6=)
≥
aQaN3wrErHH~p[a)

6. Ý nghĩa của đề tài
[xpdj35?-E‡5tg2d9L5}j3_
L  !=F@4:Jj342H3_Žu263KLx36|
x[=EL5}wŽEEE3ij3_L !F@29E
KL_qwwYiLK3EL5}j3_Lk
@4:Jj342H3_)u[E‡-t-5M63j3K
L6_[6kL9?EK69 _[[ )
,:
'-'.,:
'-'.



CHƯƠNG 1
CƠ SỞ LÝ THUYẾT VÀ CÁC MÔ HÌNH NGHIÊN CỨU
1.1 Một số khái niệm về NHTM và thẻ
1.1.1 Khái niệm NHTM
„'06 5L29Wd63Lid-
63G333H629M9Li>=)w_Q
63Li5L29Wd•6g_5KkG3t3
Lt34<d[)L3QWd63LiL
H3o2'0ŽWdX9Q9ŽWdi!FLŽ<=
>LiL2X ŽXHpk2ŽxI•6gŽxI6iQ)))'0wk
=n3<p5LWdM9_!3>Epz2Q!=F
KLku2_[25g?)?wkw'05L5MuWdLi
>29!32FL!=FLi3!M>„lH5Li!FQ[_2
L!=F3SLd-Li>E H>_ˆ29W
d63LiL6_[)'0hw5=Es6kLF
[_•Lh6kx3uQ4m LL2r69)2r
69kr5g!=FQx2X!=FLrE5369g63L2|H

 =35.)L3Q4x2X!=FL5g!=F>Q'0gK
5MLKLH5@LKLHHX–
KLH5@…GGKLw2L
gFFt5L_LKQWdwx2XM9~Q<
5@L?6L!=F[_2Q3!=L_p3Q3KQ
!=F5M@Q—–
KLHHX…GKL>!=FKL
!3Q5L263Li!3)
1.1.2 Một số khái niệm thẻ
,A
'-'.,A
'-'.



Thẻ thanh toán;X_6?Gw!M_3k5L2
WH?299!Lw); @3y?Qw_2k!
Mw–
'@33@6p5L29<3Lw3Q!=F
2L_X!{2llwkg!{k682lMKLM5.
l2689)–
'@35L295M@3!=LigLHrKLQ
=[Li3X)–
'@35L29<3_X!{2l2Ltj
@wkEs!Fk682ll3Lw3Q!=FMk2
>?3@)
'@35L29<dEWGEY3Xx3
2|@g 2M246_[g6K2L
@ k23)wT29933wQ
?5gL_3Lg3233)?Qwkw2•

_2 29!M_3uK5L29<d
32LtErG@wk!{k3Lw3Q!=F368
M<=>?@3r2689)
Thẻ ghi nợ (Debit card):;K5L5M@wx36[L•5 L
_pslL_p4_)fM@L_23GLw3Q!=FQ
6=G3!=E‡g_>6q35?dLL_pj3j@Xx3
G[H=slMs3LQ_EMQ—Lotw3LL
_pj3s3LQ_EMw)'@g}3gEs!Fk682lM
2689)'t@g_XwM2di!FuwF9L
E!M6L_pj3j@)j@…6M22uw) 
i>?Q@gtg>_LwE!L_ps
tm!˜)'Q{4E~3?j3j@LKL
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'-'.,J
'-'.
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@292d>1gxEw6L_p7) ud>Q
@gh8KQ!3g>29_pi!F•M2L
_XY5L2jF)
w35M@g<Hp
'@„545L@g2L6=G3!=g_>6q35?d
LL_pj@)
'@RR„545L@g2L6=G3!=E‡g_>6qLL
_pj@E3wLL)'@6 1@9=37fL@g MEs
!F6M229x3Q!?o3!=p5LoHpj3
 w)fM@LywX!FG5M@_QM
9j3w<pHrw…!29Wd3!29KLLq

WdL[ms5.63Q3)KLL@_
Lj32uL<5g G<=d!=FQLw3r=3
<>?5M@L)L63Q@6 }wk!{k682l
M2689)'@4:J5L295M@g9=3Es!F6
[6L_p3j3_LK)'@gEs!FiM
2/'0Q23L62ML3M2OP)4:J…5L29
|j3Epz2@42H3_g• <j3KLL)
1.1.3 Máy rút tiền tự động (Automatic Teller Machine - ATM)
/'05LLxpj3@3KLQgd!FL
?UaL6>g_Lj3KLL)'6 KQ_268
Qt3p[KL6 tws3)3_X>[p
?u2/'05L2E:Jt6L)'iWH[j32/'05L!E
5gLi5M2Lw425M)'Xx32/'0Q_Lwk68
2lQ3!=FQ_k263E!33!=L_pj32uMKLQ—
0/'0H3o229EH9?<Hp2LuQHLi2k?EOVL5
,N
'-'.,N
'-'.



Yj3_LQ_4k8@L2L_4k?q2363Q2
3!=_Lp3@LL?82hEOV)0E‡_XOV
52Lukp2HpHi2?L3L)[j@?EOVE3Q2E‡H5•
62LuL_X3!=w)
1.1.4 Máy cấp phép tự động (Veriphone, point of sale terminal – POS
terminal)
0>T95L29[H=sg63H=<Er[?
@k6[m>Tq6K2>Tj35M@_36[
 )0L6>5gQw8_Lg6E:Jt3

p6Gt2LKLws3)0g>MlHQ62w2L
u~k=XLwHLi2k?Em>T)3_
rXQ2E‡?g6p5t6[q6K2ms5.>T)
1.2 Lý thuyết sự hài lòng và các mô hình
1.2.1 Khái niệm sự hài lòng và chất lượng dịch vụ
a.Sự hài lòng của khách hàng
L5}j3_L{9Lxp35gij3Epz2!=
F235ME Gu2L|3_ˆ|)LwkwG>9L
5}_3)[xpEpz2!=F235M><E _ˆ|Q_
LE‡H>2h)[xpEpz2!=F_  _ˆ|Q_LE‡L
5})[xpEpz2!=F235M3<_ˆ|Q_L6>L5}
L6>2q)'[_LuL_ˆ|j3|63E3™_ˆ|
!36_26 Kj3_LQ._[j3HMHšLXqL
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1.2.2 Mô hình sự hài lòng
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K3-5M63j32u6=6t)[3Qhw,ax3
XH2XuVj3x32uQ w5L'F;k„“4!EE246

3ER3]3624461]7-2,`\`Q;d„4623]362446-2,``:Q0I„
/2463E2463ER3V!4m1/V7-2,``JQ3„6“43E246
3ER3  ]362446  1]7Q  'F  n  „  “EE  V!4m  R  E246  3ER3
1bV7QL„643E2463ER3V!4m1V7Q4“›4353!L;L
f3_p-2,``UQ'6„3E2463ER3V!4m1V7L
0353E3„0353E3E2463ER3V!4m10V7-2,```)/V„0Xu6=
p2?=9Hr>5gp2?LE2gj3_L)…E
L5}_Lj30Ig6k!362Xuj3'Fn)/Vg
6kHr53EB64551B6455L9EQ,``U796K2d>
5gx39;M|0329…EX!FL29<d
5tE~32hj3_L L5Mh235M5gi_
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L5}j30I1/V7QQ_wQE2gj3_Lw96[
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3
Hình 1.2 Mô hình chỉ số hài lòng khách hàng của Mỹ (American Customer
Satisfaction Index – ACSI)
2g

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

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1.2.3. Xây dựng mô hình lý thuyết về chỉ số hài lòng của khách hàng trong

lĩnh vực ngân hàng
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d2Xuj3 L[j35nKLM32QG
[Fk142E7k5tH[Egm42mT62XuE3
1.2.3.1 Hình ảnh (Image)upHk2x3G3<
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7)][ELgkHr!3[QiQ5}j3it!{
 <)dh_v=6‚QK5LKx3
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x3oH[1E47 EL5}LE6L Epz2l
<)'65nKLQupw36}6>x36|6
x[=<3ls3Es!F!=FQ}~KLYp
==LmK!upj32u6<ErG9ix36|‚2[
,`
'-'.,`
'-'.
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

5?29Ep2?> jM63Q8_L!!L?
!g<)
1.2.3.2 Sự mong đợi (Expectations)k2d9>5g2L_L
2g?gQXE5tE2g•5 GXEj3
upL>5gp2?j3Epz2L!=F);K5L_[xpj3_
2!{6 wlXXx3G_6X Ep
z2l!=F)
1.2.3.3 Chất lượng cảm nhận (Perceived quality)w:5M>5gp2
?1,7>5gp2?Epz21Gu75LE!{Epz2

YKj3_L Epz2L1:7>5gp2?!=F1Xu75L
E!=F5x3!=F6LE3_HQ_dQ
3L—j3iEpz2) l{XuQEpz2!=Fj3KL
gm42mT66tgL5L_5L2LEs!FEpz2!=F[
LŽ9j3KL>Q_X_iMxY3!=Q
32_[E3_5L2LEs!FEpz2!=F—
1.2.3.4 Giá trị cảm nhận (Perceived value)6=p2?5L2d9
ep2? >5gEpz2E p6pl<!€6=
_X…H‚•2L_L!{Epz2w)'45461:aaA7Q6=
!L_L5L5G3W6=2L_L?gLW
i2L_Lp6p29Epz2e!=FLw); Epz2!=F
j3KLQw5LWEp6p1iE5x3[5L2LEs
!F@Qit3QXEdLi6j6_7E 6=!=Fd
5giGuLEpz2!=F235M16=K25iQ27)EG3
6=LiH~63i5L6=p2?2LEpz2!=Fh235M_
L)
1.2.3.5 Giá cả (Price);K5LH[E2 g=m42mT62Xu5.
[)lk2H[9j3=6tLi32LGl{j3
:a
'-'.:a
'-'.



-w3_!3QpEpz25Xg_LEEQG3
KL)
1.2.3.6 Sự trung thành (Loyalty)5LH[E{62XuL23
ix[=[Eoj3!36<53Qwg5tHr.
=[F23Q5}LE  t_Epz2L!=F2L|
3!{)g5M E6L5LE3__L_XL5}

 Epz2!=FE G22j3|)6Lj3_L
gm4229LEpj3!3Qu?!3YpM63E
L5} _LLK3E6Lj3| !3)
Hình 1.3 Mô hình lý thuyết về chỉ số hài lòng khách hàng của các ngân hàng
up

3
L 5}
6=p2?

:,
'-'.:,
'-'.



f}6L
p
>5gp2? Epz2S!=F
1.2.4 Chất lượng dịch vụ (Mô hình Parasuraman)
'629t3!LQLdh•=n3L5t
>5g!=F)66E1,`\J76‚3LYj3>5g!=FQw
5L1,7>5g_I?Qw5LGu2L_L?gL1:7>5g
d-Q!p!=Fg>[L)'Q_w[>
5g  !=  FQ  8  3  _X  k  L _X    ?  [  w  w  6>  5   j3
O363E6323†1,`\\Q,``,7)
;Y5L2Xu-2,`\N6‚>5g!=FgL-2
_H137Q2Xu-2_H5L2XuWxQ23i>5.[>
5g!=F);kwkLgQO363E6323†h•mK!3
!{k>5g65n!=FQ4XH>_ˆ!=FL>5g

yg_Lp2?!36,aLYE3
1. Tin cậy (Reliability):fL_p-!=F{gL8tM
35YY)
2. Đáp ứng (Responsiveness):EEœELj3K‚28Š_
L);}~GtKuLw_p-)
::
'-'.::
'-'.



3. Năng lực phục vụ (Competence):}~_I-L_[dk>
!=F2gM>p>6Wd)
4. Tiếp cận (Access):5x3[E!!L655MQt>?Q
p2kt3tgQL2d9wk[?j3_L)
5. Truyền thông (Communication):5x3[XG2L_Lw
kkL5•429KL)
6. Lịch sự (Courtesy):X6|Qx3K2LK _L)
7. Tín nhiệm (Credibility):M5}_L5L|?LX)
8. An toàn (Security):_p-p2HpE3L_LQkx3
E3L?>QLiQHp2?X)
9. Hiểu biết về khách hàng (Understanding):_p-kH[Yj3
_LXx3u2kG}~j3_LQx3K2[|
10. Phương tiện hữu hình (Tangibles):H3o25MLEpLEpG
uQXuQMuQ63Fj3K)
0XuLwk25LH3xY[2|_i3Mj3!=FQ
6>_w_-LKi)-2,`\\QO363E6323†h…
5MLuL2Xu2 o2-2LY);w5L2XuCD#/f)
Bảng 1.1 Định nghĩa các yếu tố trong mô hình SERVQUAL
Các chỉ tiêu Định nghĩa

:A
'-'.:A
'-'.



, '?1D453H57
'kx3_p-!=F{gL
8tM35YY)-5j3K
kL5td329im)
:
;d
1D4EE44EE7
'kx3E22LEœELj3K
>!=F_=t_L)
A
-5FF
13EE6347
'kx36u92XLF
F _L)
J ;op214237
'kEx3K2-2Ew[qK_
L)
N
O<Gu
1'3H54E7
]3o2GLEp?>Q63[H=)
'3CD#/fH3o2::H[k5t-2LYj3>
5g!=FQw5L9?16453H57Qid164EE44EE7Q-5F
F13EE6347Q<Gu13H54E7LEop214237)

Độ tin cậy (reliability)
•Xd35L2uwLt3Lwu|E‡5L2)
•HMl6rMQXd~2x3KE2px[6r
Mw)
•X!=F83q5YY)
•X>!=F8t3|hd3)
•X5.k_Xmp6329E3EwL)
Tính đáp ứng (responsiness)
•KXHMH[_L!=F)
•KX3w!=FHM)
•KX5XEœEL8HM)
•KX_XH3txH?[•_XdYj3HM)
Năng lực phục vụ (assurance)
•msj3KK2HM)
:J
'-'.:J
'-'.



•]Mp2>3L6_3!= X)
•KX5X2r HM)
•KXwjkH[k6p5tK~j3HM)
Sự đồng cảm (empathy)
•X5XlH8.[HM)
•XwKH[x3K2[HM)
•X5>5gij3HM5LK22j3|)
•KXk6žGYj3HM)
•X5L2LGt?)
Sự hữu hình (tangibility)

•Xw63[H=6>M)
•<Er?>j3X6X6>H•2•)
•KX-2l6><2>)
•Ep j3Xw5x3[!=F6X6>Ÿ)
Hình 1.4 Mô hình lý thuyết Parasuraman
?
:N
'-'.:N
'-'.