Khảo sát sự hài lòng của khách hàng sử dụng dịch vụ tín dụng cá nhân tại ngân hàng TMCP ngoại thương việt nam chi nhánh TPHCM

D VÀ O
TRNG HC KINH T H













S
C


 CHI NHÁNH
THÀNH 

 VN THC  KINH T
























 


D VÀ O

TRNG HC KINH T H











S
C


T CHI NHÁNH



Chuyên ngành : Tài chính  Ngân hàng

Mã s : 60.34.02.01






 VN THC  KINH T







NGHNG DN KHOA HC
PGS.TS. 





 





 


Tôi .
Tôi xin chân thành  g        
 

        


Xin g 


LNgân Hàng   9














               

 m  CN TPHCM    




TPHCM, tháng 07 3



















 i
 ii
 iii
 1

 4
 4
 4
 4
1.1.1.2. Chng dch v 5
 7

 7
 8
 8
 8
1.1.3.2 9
 10
 10
 14
 Francis A.Buttle 16
 18

 20
 
 21
 22
     DCH V     T
VIETCOMBANK HCM 23


 23

qua 26
 28
  28
 31
 32

35
 35
 35

 36

 38
 38
 39

 39
 40
 40
 40
 41
 42
 44
 44
 46
- EFA 48
 48
3.4.3.2. Thang  50
 51
 51


 51
 54

 54
 55
 55
 56
 57

 58

 59
 60
 61

 
HCM 63
 63

 64
 64
 66
 68
 69
 70


 VÀ PHÍ 





i




1. ACB : Ngân hàng thng mc

2. ATM : Máy rút  t
3.  
4. CN : Cá nhân
5. CB CNV 
6. NH : Ngân hàng
7. STB : Ngân hàng thng mcng Tín
8. Techcombank : Ngân hàng thng mc
9. TMCP : ng 
10. Vietcombank : Ngân hàng thng mc
11. Vietcombank HCM : Ngân hàng thng mc

12. Vietinbank : Ngân hàng thng mc













ii

D

 

gian qua
 
 
qua
4 : 

5 
 
 
 : K
4 

5 
6           
khách hàng
7 
8 : ANOVA
9 : Model Summary
0 : 
1: 

2
13
14 
15 
16 
17
18
19
iii




Serqual
Hình 1.2: Mô hình chng dch vSQM) ca Gronroos
Hình 


:HCM
Hình 2.2: Quy tr


1

U

c thành lp t        ng,
ng cho s ng ca
kinh t c, phát huy tt vai trò ca mi ngoi ch lc, phc v
hiu qu cho phát trin kinh t. Trong nhc s phát trin ca
th ng và tình hình cnh tranh ngày càng gay gt ci th nâng cao
hiu qu hoc chuyn mình t mt ngân hàng bán
buôn thành mg trên vi hong dch v ngân hàng phc v
y mnh. Vng phát
trin này, hong tín dng cá nhân ca Vietcombank trong tht
.
Là mt chi nhánh có quy mô ln nht trong h thng, Vietcombank HCM
luôn có nhng cho hong kinh doanh ca Vietcombank.
Cùng v  ng ho ng ca h thng, ho ng tín dng cá nhân ca

Vietcombank HCM y mnh phát trin t 
Na bàn có th ng nht c c vu dân, hot
ng tín dng cá nhân ca Vietcombank HCM gp khá nhiu thun l
gp s cnh tranh ngày càng gay gt ca các ngân hàng khác.
Cc hic cnh tranh bng vic nâng
cao chng sn phm, dch v ca mình nhm tha mãn nhu cu ngày càng cao
cic nâng cao chng dch v, nâng cao s
hài lòng ca khách hàng là yu t cc k quan trng giúp Vietcombank HCM nâng
c cnh tranh, hoàn thành m ra v vic phát trin hong ca
mình. Chính vì th, tác gi a ch tài 
           

  tài nghiên cu nhm tìm ra nhng yu t n s
2

hài lòng c i pháp nhm nâng cao s hài lòng ca
khách hi li ích cho ngân hàng



Vietcombank HCM.

Vietcombank HCM.
3. 

Vietcombank HCM.
Vietcombank HCM.
4. 

Vietcombank HCM



              




                

 Vietcombank HCM 

Vietcombank HCM Vietcombank


3


   
 .
  HCM.
  
HCM.
  
HCM.

4


LÝ  

1.1. Khái nim
1.1.1.  


 


 













Theo V.A Zeithaml và M.J Bitner (2000) thì 
 




5

1.1.1.2. Chng dch v
Chng dch v có nhihau tùy thui
ng nghiên cng nghiên cu và vic tìm hiu chng dch v là
  cho vic thc hin các bin pháp ci thin ch ng dch v ca doanh
nghip. Vì vy, ving dch v không ch quan trng trong vic
xây dng mc tiêu phát tring cho doanh nghic
th mnh ca mình mt cách tt nht.
Mt s  chng dch v 

- 



- Gronroos (1984) xem xét 


ông 


- Parasurman et al 

 
 


 



i (transcendent)

6


.


 (specific)




y có  
               
marketing.

Tính th 

 



 

 

hàng.


 



7






            




s

 

 
, tính

 .
 và 


- 

           




.
8

  

 

khácho vay;
c b
ngân hàng; p bao thanh t
 c
.





1.1.2.2. C


khách hàng 
1.1.3
1.1.3
 
Theo Brown (1992), s








9

Theo Philip Kotler    -      













1.1.3.2






   
hàng (Cronin và Taylor, 1992  
 quan   
 .





10


 


hàng.                  

nghiên cu s hài lòng ca khách hàng
1.2.1.
c s dng xuyên trong các nghiên cu

marketing. c Parasuraman s d ng dch v.
u ca mt s tác gi ng d 
giá s hài lòng ca khách hàng. Ti Vic s dng
trong nhi c ngân hàng.
Theo Parasuraman, chng dch v nh da vào cm nhn ca
i vi dch v  cm nhc xem xét trên nhiu yu t.


. Các khong cách này bao gm:
-  
               


-  
í
         

-   
 

11

-  


-  
.
:
ch ng (Expected Service)
ch m n (Perceived Service)

n giao ch (service delivery)
n i m n nh tiêu t ng
(Translation of Perceptions into Service Quality
Specifications)
n c ng a ch ng
(Management Perceptions of Consumer
Expectations)
Thông tin n ng (Word
of Mount Communications)
Nhu u nhân
(Personal needs)
Kinh m (Past
experience)
Thông tin n ch ng
(External communications
to customer)
ng ch 5
ng ch 1
ng ch 2
ng ch 3
ng ch 4
ch ng
cung p
Serqual


 


ERvice

QUAL      còn 5 thành
:
12


- 
- 
- 
-  (Credibility)
- n (Security)
-
-
-
-     
(Understanding/ knowing the
customer)
-

-y)
-)



-
- (Empathy)




-esponsiveness)


S tin cy
S tin cy nói lên kh ng dch v chín và uy tín.
i s nht quán trong vic thc hin dch v và tôn trng các cam
k li ha vi khách hàng. :
- 
- Nhà cung 
- 
- 

ng
ng kh i quyt v nhanh chóng, x lý hiu
qu các khiu ni, sn  ng các yêu cu ca khách
hàng. Nói cách khác hiu qu phc v là s phn hi t phía nhà cung cp dch v
i vi nhng gì mà khách hàng mong mun
- 
13

- 
- 
- 
S hu hình
S hu hình chính là hình nh bên ngoài c vt cht, thit b, máy
móc, phong thái cng dn và h thng thông
tin liên lc ca Ngân hàng. Nói mt cách tng quát, tt c nhng gì mà khách hàng
nhìn thy trc tic bng mt và các giác quan u có th n yu
t này.
- 
- 
- T

- 
S m bo
u t to nên s tín nhic cm nhn
thông qua s phc v chuyên nghip, kin thc chuyên môn gii, phong thái lch
thip và kh p tt, nh m thy an tâm mi khi s
dng dch v.
- nh xác, không có sai sót
- 
- 
- 
hàng
-  
S cm
S cm chính là s n, dành cho
khách hàng s i x t nht có th giúp cho khách hàng cm thy mình là
 p nng hu mi lúc mu t con i
là phn ct lõi to nên s thành công này và s quan tâm ca 
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i vi khách hàng càng nhiu thì s cm thông s 
- Nhân viên d  chú ý  cu ca tng khách hàng
- Khách hàng không phi chi lâu  c phc v
- Khách hàng c giao d hng   thu tin
- 
- 



Tuy



.
1.2. Gronroos
            
(Perceive Service Quality Model  PSQM). Theo , chng dch v c xem
xét da trên hai tiêu chí là chng ch
và chng k thut (TSQ: Technical Service Quality) và chng dch v b
 ng mnh m bi hình nh doanh nghip (Corporate Image)  y,
 ng n chng dch v là:
- Chng ch
- Chng k thut (outcome, or technical quality)
- Hình nh doanh nghip (the image of the service provider).
Chng k thut
ng khách hàng nhc thông qua vic tip xúc vi doanh
nghic cm nhn quan tri vi khách hàng. Nói cách khác, chng
k thut là kt qu cia doanh nghip và khách hàng mà 
p cung cp dch v (what?) và khách hàng tip nhn dch v 
  này:
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- Kh i quyt v 
- Kin th
- Chng các gii pháp (technical solution)
- Chng trang thit b (machine quality)
- H thng thông tin (computerised systems)
Chng ch
Chng ch hin quá trình thc hin dch v ca doanh nghip,
phn ánh vic dch v c cung c a
hai khía cnh chng k trên thì chng chng
c th hin thông qua 7 tiêu chí và các bin c th sau:

- Hành vi ng x (behaviour)
-  phc v (attitude)
- Thun tin trong giao dch (accessibility)
- V trí ca doanh nghip (appearance)
- Tip xúc khách hàng (customer contact)
- Công tác t chc doanh nghip (internal relationship)
- Tinh thn tt c vì khách hàng (service  mindedness)
Hình nh doanh nghip
Hình nh doanh nghi c hiu là cm nhn/ ng chung ca khách
hàng v doanh nghiu doanh nghip tc hình nh tt trong lòng
khách hàng thì h d dàng b qua nhng thiu sót xy ra trong quá trình s dng
dch v    ra rng hình nh doanh nghip là tài sn vô giá ca
doanh nghing tích ca khách hàng v chng
dch v, giá tr sn phm và s hài lòng ca h.
 hình nh doanh nghi
doanh nghip và tr thành khách hàng trung thành ca doanh nghip (Andreassen &
y, hình nh doanh nghin và chu nh
ng bi chng dch v và s hài lòng cng,
nhng xuyên s dng dch v ca doanh nghip s có cm nhn