Luận văn thạc sĩ Nâng cao sự hài lòng của khách hàng cá nhân đối với dịch vụ tiền gửi tại Ngân hàng thương mại cổ phần xuất nhập khẩu Việt Nam chi nhánh Vũng Tàu












 









 N











 

Chuyên ngành: Tài chính  Ngân hàng
60340201





PGS. TS. 


 N




 
nghiêm túc. Các 






 






 1
 1
 1
 2
 2
 2


 3
1.1 Dch v tin gi ca NHTM 3
 3
 3
 4
1 6
 6
 6
1.2 Các nhân t nh hng đn s hài lòng ca khách hàng cá nhân đi vi
dch v tin gi 7
1.2 7
 8
 8
 8
 8
 9
 9
 10
1.3 Các mô hình nghiên cu s hài lòng ca khách hàng cá nhân 11

1.3.1 Mô hì 11
 11
UAL 12
1.3.2 Mô hình chhàng 14
 14
 16
1.4  xut mô hình nghiên cu: SERQUAL 17
Kt lun chng 1 18

          KHÁCH
HÀNG CÁ NH        
NAM   19
2.1 Tng quan v Ngân hàng TMCP Xut Nhp Khu Vit Nam Chi nhánh Bà
Ra – Vng Tàu 19
 19
 Chi nhánh Bà
  21
             
  21
2.2 Thc trng dch v tin gi đi vi khách hàng cá nhân ti Ngân hàng
TMCP Xut Nhp Khu Vit Nam Chi nhánh Bà Ra – Vng Tàu 22
 Ngân hàng
  22
 22
 23
2              Ngân hàng
  25
  25
 25
 26

2.3 Kho sát s hài lòng ca khách hàng cá nhân đi vi dch v tin gi ti
Ngân hàng TMCP Xut Nhp Khu Vit Nam Chi nhánh Bà Ra – Vng Tàu 27
 27
 27
  27
 28
 29
 31
 31
 31
2.3u 31
 33
  34
 35
2.3.3.5  39
 40
 42
- 
 43
-
hàng cá  45
2.3.4  46
2.3 47
2.4 ánh giá s hài lòng ca khách hàng cá nhân đi vi dch v tin gi ti
Ngân hàng TMCP Xut Nhp Khu Vit Nam Chi nhánh Bà Ra – Vng Tàu 47
2 47
2.4.  49
 50
Kt lun chng 2 50

          
          NGÂN HÀNG
           
TÀU 52
3.1 nh hng phát trin ca Ngân hàng TMCP Xut Nhp Khu Vit Nam
Chi nhánh Bà Ra – Vng Tàu 52
3.2 Các gii pháp nâng cao s hài lòng ca khách hàng cá nhân đi vi dch v
tin gi ti Ngân hàng TMCP Xut Nhp Khu Vit Nam Chi nhánh Bà Ra –
Vng Tàu 54
3.2.1 
 55
3.2.
 56
3.2.3 
 59
3.2.
 61
3.3 Mt s kin ngh đi vi Ngân hàng TMCP Xut Nhp Khu Vit Nam Hi
s và Ngân hàng Nhà nc 63
 63
 65
Kt lun chng 3 65

 67
 I
 III


ACSI:        


BR-VT:  
CSI: Customer Sa
ECSI:        

Eximbank: 
Eximbank CN BR-VT:          Chi
nhánh Bà  
PGD: 
SERQUAL: 
TMCP: 



2.-VT
.2hách hàng cá nhân phân theo hình  
2.
2.
B
2.
2.
2.
2. 

2.11
2.12 
2.13
2.14
2.15
2.16
2.17-test gi


2.18    

2.19-
khách 


Hình 1.1
Hình 1.
Hình 1.
Hình 2.1: Quy 
Hình 2.2
nhân 


1


1. 



              


góp ph

                
          


  






2. 

Eximbank CN BR-VT.

 Eximbank CN BR-VT.

Eximbank CN BR-VT.


2
3. 





và so sánh.

Eximbank CN BR-VT.  2012.

4. 

                

Eximbank CN BR-          
                
               
cao


5. 


 
 Eximbank CN BR-
VT
 
Eximbank CN BR-VT

3


KHÁCH HÀNG CÁ NHÂN

1.1 
1.1.1 
1.1.1.1 Khái nim

  

 

               
ch.




                  




          

 





4
1.1.1.2 Phân loi

  và nâng cao



ân hàng là vic ngân hàng tm thi qun lý
và s dg vn thuc s hu ca các ch th trong nn kinh t  kinh doanh trong
mt thi gian xác nh; sau  s hoàn tr li cho ch s hu. ng vn
trong nn kinh t bng các nghip v: nhn tin gi, phát hành k phiu, trái phiu,
chng ch tin gi và các l công c n khác (Trm Th Xuân Hng và cng s,
2012). 
.




  


Cp tín dng là nghip v phân phi ngun vn ca ngân hàng sau khi thit
lp d tr cho các ch th thiu vn trong nn kinh t, nhm iu tit ngun vn
cho nn kinh t và mang li ngun thu nh cho ngân hàng. 

o Cho vay: là nghip v c tín dng trong  NHTM chuyn giao cho
khách hàng quyn s dng mt s vn bng tin trong mt khng
thi gian xác nh, khi kt thúc thi hn cho vay khách hàng phi
hoàn tr cho ngân hàng.

5
o  giy t có giá: là nghip v cp tín dng trong  NHTM
th thun mua li giy t có giá khi ch n hn thanht oán t
i th ng.
o Bo lãnh: là nghip v cp tín dng mà ngân hài bo lãnh)
theo yêu cu ca khách hàc bo lãnh) cam kt thc hin
ngha v tài chính trong t   i th ng bo lãnh
i nhn bo lãnh), nu khách hàng không thc hin hc thc
hin khôy  ngha v tài chính  cam kt thì ngân hàng bo
lãnh có ngha v phi thc hi các ngha v tài chính này.
o Bao thanh toán: là nghip v cp tín dng ca NHTM cho bên bán
hàng thông qua vic mua li các kh phi thu ngn hn phát sinh t
vic mua bán hàng hóa  c bên bán và bên mua tha thun trong
hng.
o i tài kh tin gi thanh toán: là nghip v cp tín dng trong

 NHTM chp thun cho khách hàt s d tin gi trên tài
kh tin gi thanh toán trong mt gii hn nht nh.
o Cho thuê tài chính: là nghip v cp tín dng trong  bên cho thuê
chuyn giao cho bên thuê quyn s dng tài sn cho thuê trong mt
kh thi gian xác nh. Trong thi gian s dng tài sn, bên thuê
phi tr tin thuê cho bên cho thuê. Khi kt thúc thi hn thuê, bên
thuê c quyn mua li tài sn thuê hoc tip tc thuê tài sn hoc
hoàn tr li tài sn cho bên cho thuê.
 
o 
o 
o 
o 

o 

6
:  



1.1.2.1 Khái nim
mt trong nhng 
à vic ngân hàng tm thi qun lý và s dg vn thuc s hu ca
các ch th trong nn kinh t  kinh doanh trong mt thi gian xác nh, sau  s
hoàn tr li cho ch s hu.
1.1.2.2 Phân loi

 là l tin gi phc v nhu
cu giao dch, thanh toán cho ch tài kh. Ch tài kh gi tin vào tài kh 

ngân hàng, không nhm mc ng lãi mà vì nhu cu giao dch, thanh toán.
Chính vì vy, lãi sut không phi là công c  thu hút ngun vn này mà công c
chính là dch v mà ngân hàng cung cp kèm theo phi có nhiu tin ích, an toàn,
nhanh chóng và chính xác (Nguyn ng Dn và cng s, 2011). y là ngun vn
ng có chi phí s dng vn thp; mc khác ngân hàng 

 Do , ngân hàng nên tng ngun vn này.
 (tin gi có k hn): là l tin gi mà i gi tin ch
có th rút ra khi o hn. Tuy nhiêng hp bìng các ngân hàng
vn cho khách hàng rút tic vi iu kin ch ng lãi theo lãi sut không k
hn (Nguyn ng Dn và cng s, 2011). Do 
 


này.


7
1.2 C  
 
1.2.1 
 






 (Phillip Kotler, 1996)


S                
khác
S
   
(Zaithaml và Bitner, 2000).

 (Bachelet,
1995).
 ng


.
            





8




 


ng


Có  (Bernd và

Patricia, 1997):
1.2.2.1 Hài lòng tích cc (Demanding customer satisfaction)
K





1.2.2.2 Hài lòng n đnh ( Stable customer satisfaction)
              


g.
1.2.2.3 Hài lòng th đng ( Resigned customer satisfaction)

        



9


hàng tr

các phân khúc khách hàng khác nhau.
1.2.3 hân 

1.2.3.1 Cht lng dch v
C
 



.
            

 


-   
ngân hàng, 
 

cá nhân khi  

-  các 
 
- các



10
- ngân hàng và nhân viên ngân

- Empathy): Th


 
 
  cung
 càng


1.2.3.2 Giá c ca dch v


 
















11
mà ta xem xét bao

               



  



1.3.1.1 Gii thiu
 là mô hình


               
h.

        h.



 

Mô hình nghi







12


1.3.1.2 Thang đo SERQUAL: 





 thành
 sau:
- 

-            , ngân hàng

-  
- 

- 

 



- Nhân viên ngân hàng cho  
-  
- 
- 
 



13


 
. 
k


- ngân hàng 
- 
- 
- Nhân viên ngân hàng có 


h  
 

 


- 
- 
- 
- i 
- 

               
 . 
               

- 

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- 
- 
- Website, brochure  ti 
1.3.2 
1.3.2.1 Mô hình ch s hài lòng khách hàng ca M (ACSI)


 


              
       
Claes Fornell.

ình ASCI là







              

  
qua


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