Luận văn thạc sĩ 2014 Sự hài lòng của khách hàng về dịch vụ tiền gửi tiết kiệm tại ngân hàng TMCP công thương Việt Nam trên địa bàn TPHCM

BăGIÁOăDCăVĨăĨOăTO
TRNGăIăHCăKINHăTăTHĨNHăPHăHăCHệăMINH




ĨOăTHÚYăHI




SăHĨIăLọNGăCAăKHÁCHăHĨNG
VăDCHăVăTINăGIăTITăKIMăTIă
NGỂNăHĨNGăTHNGăMIăCăPHNă
CỌNGăTHNGăVITăNAMăTRểNăAăBĨNă
THĨNHăPHăHăCHệăMINH




LUNăVNăTHCăSăKINHăT







TP.ăHăChíăMinhăậ Nmă2014
BăGIÁOăDCăVĨăĨOăTO
TRNGăIăHCăKINHăTăTHĨNHăPHăHăCHệăMINH

ĨOăTHÚYăHI


SăHĨIăLọNGăCAăKHÁCHăHĨNG
VăDCHăVăTINăGIăTITăKIMăTIă
NGỂNăHĨNGăTHNGăMIăCăPHNă
CỌNGăTHNGăVITăNAMăTRểNăAăBĨNă
THĨNHăPHăHăCHệăMINH



Chuyên ngành : Tài chính- Ngân hàng
Mưăs : 60 34 02 01


LUNăVNăTHCăSăKINHăT


NGIăHNGăDNăKHOAăHC:ă
PGS. TS. TRMăTHăXUỂNăHNG



TP.ăHăChíăMinhăậ Nmă2014
LIăCAMăOAN






TP. H Chí Minh, Ngày 29 tháng 5 nm 2014.



ƠoăThúyăHi



MCăLC

TRANGăPHăBỊA
LIăCAMăOAN
MCăLC
DANHăMCăCÁCăCHăVITăTT
DANHăMCăCÁCăHỊNHăV,ăBNGăBIU
PHNăMăU 1
CHNGă1ăCăSăLụăLUNăVăSăHĨIăLọNGăCAăKHÁCHăHĨNGăVă
DCHăVăTINăGIăTITăKIM 5
1.1ăCăsălỦăthuytăvădchăvăngơnăhƠng. 5
 5
 6
 8
1.1.4 10
1.1.5  17
1.2ăDchăvătinăgiătităkimăcaăngơnăhƠng 19

1.2.1 Khá 19
 19
 20
1.3 S hài lòng ca khách hàng v dch v tin gi tit kim ti ngân hàng 21
1.3.1 S hài lòng ca khách hàng 21
1.3.2 S hài lòng ca khách hàng v dch v tin gi tit kim ti ngân hàng 21

hàng 22
1.4ăKinhănghimănơngăcaoăsăhƠiălòngăcaăkháchăhƠngăvădchăvătinăgiătită
kimăcaămtăsăngơnăhƠngătrênăthăgiiăvƠăbƠiăhcăchoăVităNam 23
 23
 25
KTăLUNăCHNGă1 28
CHNGă2ăTHCăTRNGăDCHăVăTINăGIăTITăKIMăTIăNGỂNă
HĨNGăTMCPăCỌNGăTHNGăVITăNAMăTRểNăAăBÀN TPHCM 29
2.1ăGiiăthiuăsălcăvăVietinbank 29
2.1.1 Quá trình hình thành và phát tr 29
2.1.2            
30
2.1.3 Các hình th  ng tin gi tit kim t   a bàn
TPHCM 31
2.2 Thc trng dch v tin gi tit kim tiăVietinbankătrênăđa bàn TP.HCM.
33
 33
 34
2.2ăánhăgiáădch v tin gi tit kim tiăVietinbankătrênăđa bàn TP.HCM . 37
 37
       
TP.HCM. 38
2 39

KTăLUNăCHNGă2 41
CHNGă3ăÁNHăGIÁăS HĨIăLọNGăCAăKHÁCHăHĨNGăVăDCHăV
TINăGIăTITăKIMăTIăNGỂNăHĨNGăTMCPăCỌNGăTHNGăVITă
NAMăTRểNăAăBĨNăTP.HCM 42
3.1ăLaăchnăphngăphápănghiênăcu 42
 42
 43
3.2ăQuyătrìnhănghiênăcu 43
3.3ăMôăhìnhănghiênăcu 45
 45
 46
i lòng 49
 49
3.4 Thuăthpădăliu 51
3.5ăăPhngăphápăphơnătíchădăliu 51
 51
 51
3.6ăPhơnătíchăthngăkêămôăt 52
3.7ăPhơnătíchănhơnătăkhámăpháă(EFA) 58
3.8ăKimătraăđătinăcyăcaăthangăđoă(HăsăCronbachăAlpha) 58
 58
 khám phá
(EFA) 60
3.9ăPhơnătíchăhiăquy 61
3.9.1 Hàm hi quy bi có dng 61
3.9.2 Kt qu phân tích hàm hi quy 61
KTăLUNăCHNGă3 67
CHNGă4ăGIIăPHÁPăNỂNGăCAOăSăHĨIăLọNGăCAăKHÁCHăHĨNGă
Vă ă DCHă Vă TINă GI TITă KIMă TIă NGỂNă HÀNG TMCP CÔNG
THNGăVITăNAM TRểNăAăBĨNăTP.HCM 68

4.1ă Quană đim,ă đnhă hngă phátă trină dchă văcaă Vietinbankă trênă đaă bƠnă
TP.HCM 68
 68
 69
4.2ăGiiăphápănơngăcaoăsăhƠiălòngăcaăkháchăhƠngăvădchăvătinăgiătităkimă
tiăVietinbankătrênăđaăbƠnăTPHCM 70
 70
4.2.2   72
 73
4.2.4  74
4.2.5  76
4.2.6  76
4.3 Hnăchăcaălunăvnă- ăxutăchoănhngănghiênăcuătipătheo 77
KTăLUNăCHNGă4 78
KTăLUN 79
TĨIăLIUăTHAMăKHO
PHăLC

DANHăMCăHỊNHăVăVĨăBNGăBIU

HỊNHăV

 10
 15
 44
Hình 3.2 Mô hình nghiên cu s hài lòng v dch v tin gi tit kim 46
 60
BNGăBIU


33
 34
              
TP.HCM 35
              
TP.HCM 36

 49
 53
 53
 54
 54

 55
 56

hàng 56
 57
 57
 59
Bng 3.12 Kt qu phân tích hàm hi quy 61
DANHăMCăCÁCăCHăVITăTT

1. ATM 
2. CLDV 
3. CB,NVVP òng
4. EUR 
5. GDV 
6. ISO 
7. NH : Ngân hàng
8. NHNN 
9. SERVQUAL 
10. TGTK 
11. TGTT 
12. TP.HCM 
13. TMCP 
14. USD 
15. VIP 
16. 
17.  
18. WTO : The World Trade Organization - 

1
PHNăMăU
1. Vnăđănghiênăcuă
         

nh thành

 


          
           
 


       . Vì vy chi    n
 thành chic quan tru ca các ngân hàng. Vi
mnh, phát trin và cnh tranh trên th 
        p các sn phm dch v 
dng.

NHTMN

quan tngân hàng 

mà các ngân hàng 

ngân hàng  


ngân hàng.


2

Ngân hàng       Vietinbank.  

bàn TP..HCM là m

bàn có s
 
.


nâng 
S hài lòng ca khách hàng v dch v tin gi tit kim ti Ngân hàng
TMCP Công Thng Vit Nam trên đa bàn Thành ph H Chí Minh



.HCM.
2. Mcătiêuănghiên cu
- nhân t và xây d cu thành s hài
lòng khách hàng gi tit kim ti NHTM
- Nghiên c ng ca các nhân t n s
hài lòng ca khách hàng v tin gi tit kim ti Vietinbank trên a bàn TP.HCM.
- Kh hài lòng ca khách hàng v dch v tin gi tit

kim ta bàn TP.HCM.
- Kin ngh mt s gii pháp nhm nâng cao s hài lòng ca khách hàng
i tin chng dch v khi khách hànn giao dch tin gi tit kim
ti a bàn TP.HCM.
3. Cơuăhiănghiênăcu
 tài tp trung vào câu hi nghiên cu ni dung sau:


3
- Nhng nhân t nào ng trc tin chng dch v tin gi tit
kim ta bàn TP.HCM ?
- nh ng ca các nhân t n s hài lòng ca khách hàng ?
- nh hài lòng ca khách hàng v dch v tin gi tit kim ti
a bàn TP.HCM?
4. PhmăviăvƠăđiătng nghiên cu
   và các nhân
  
bàn TP.HCM.

bàn TP.HCM.
5. Phngăphápănghiênăcuă



 

                

T



.HCM.
    T         
              

         
(EFA)


4

20
6. ụănghaănghiênăcu




NH mình
          




ank.


7. Ktăcuălunăvn:





TP.HCM.

 n TP.HCM.
i pháp nâng cao s hài lòng ca khách hàng v dch v tin
gi tit kim ta bàn TP.HCM.





5
CHNGă1
CăSăLụăLUNăV
SăHĨIăLọNGăCAăKHÁCHăHĨNGăVăDCHăVăTINăGIăTITăKIM
1.1ăCăsălỦăthuytăvădchăvăngơn hàng.

 hàng hóa
 


Zeithaml, Valarie A. và Mary Jo Bitner (2000), d v là nh hành vi,
quá trình, cách thc tc  mt công  nào ó nh  giá  s ng cho
khách hàng làm tha mãn nhu cmong i ca khách hàng.
Theo Kotler và Amstrong (2004), d v là nhng hot ng hay li ích
mà doanh nghi có th cng hi cho khách hàng nh tht  cng c và m
rng nhng quan h và hp tác lâu dài vi khách hàng.
               

.

 

               


 
 Ngân hàng



NHTM 


6


r
 Mheo cách phân  (2010)
thì n.

Kotler và Amstrong (2004), 
(1) Tính vô hình (intangibility): 





(2) Tính không đng nht (variability): 
     


,
(3) Tính không th tách ri (inseparability)



(4) Tính không lu gi đc (perishability): 



(5) Tính đng thi (simultaneity): Sn xut và tiêu dùng xng thi
(6) Không th hoàn tr 

(7) Nhu cu bt đnh so



7
(8) Quan h cá nhân       

 


(9) Tính cá nhân           

(10) Tâm lý (mentality)
khách hàng.


ngang.


Tính vô hình 

.
Tínhă khôngă đngă nht          

không.
Tínhăkhôngăthătáchăr 

.
Tínhăkhôngăluăgiăđc 
.
Tínhăđngăthi 

      


.


8
Quanăhăcáănhơn 

 






,


Peter S.Rose)

 



Theo Parasuraman &          




        


 

lòng.


9




 
  

 ngân hàng và



khách hàng.

 
.

n 
.

.
        
nhân viên.
, 
.

thông báo khác.


.



10
1.1.4
1.1.4.1 Mô hình  
       , Parasuraman, Zeithaml và Berry
 1
sau:
Hìnhă1.1ăăMôăhìnhăthangăđoăchtălngădchăvăSERQUAL

- 4


- 3



 2


cách - 1



- 5



khách hàng

hàng


KHÁCH HÀNG




11
Khong cách 1: 




Khong cách 2            



 




Khong cách 3: X


Khong cách 4




Khong cách 5

ng



Parasuraman &  
          



12
                  


sau:
CLDV = F((KC_5 = f (KC_1, KC_2, KC_3, KC_4)

,5.
Parasuraman &       B     
:
1. Tin cy (Reliability): N
u tiên.
2. áp ng (Responsiveness): N

3. Nng lc phc v (Competence): N    
 


4. Tip cn (Access): L          



5. Lch s (Courtesy): N

6. Thông tin (Communication): L


7. Tín nhim (Credibility): N
c



13
8. An toàn (security): L
 
9. Hiu bit khách hàng (Understanding/knowing the customer): T 

               

10. Phng tiên hu hình (Tangibles): T




 :
1. Phng tin hu hình (Tangibles) 

2. Tin cy (Reliabilty)
chính xác.
3. áp ng (Responsiveness)

4. m bo (Assurance)


5. Cm thông (Empathy)     
khách hàng.
1.1.4.2 MôăhìnhăchtălngădchăvăSERVPERF
 
mô hình SERVPERF  SERVQUAL.
Cr

Chtălngădchăvă=ăMcăđăcmănhn


14
ô hình  


Theo mô h
                



 

1.1.4.3 MôăhìnhăchăsăhƠiălòngăcaăkháchăhƠng (SCI model)


             
 





ceived quality)




  






15
Hình 1.2 MôăhìnhălỦăthuytăv chăsăhƠiălòngăkháchăhƠngăcaăcácăngơnăhƠng











Hìnhănhă(Image)
              






      c ngân


Sămongăđiă(Expectations)

        





(Image)

(Expectations)

-
(Perceved quality-Prod)
-
(Perceved qualityServ)

(Price)


(Perceived
Value)



khách
hàng
(SI)

(complaint)

(Loyalty)


16


Chtălngăcmănhnă(Perceivedăquality)





 



Giáătrăcmănhnă(Perceivedăvalue)











Tăsutăvay

         

