NÂNG CAO CHẤT LƯỢNG DỊCH VỤ CHO VAY KHÁCH HÀNG DOANH NGHIỆP NHỎ VÀ VỪA TẠI NGÂN HÀNG CHI NHÁNH ĐỒNG NAI.PDF

B GIÁO DC VÀ ÀO
TO

TRNG I HC KINH T THÀNH PH H CHÍ
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NGUYÊ
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N QUÔ
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C HA
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NÂNG CAO CHT LNG DCH V CHO VAY KHA

CH
H̀NG DOANH NGHIP NH V̀ VA TI NGÂN
HÀNG TMCP U T VÀ PHÁT TRIN VIÊ
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T NAM
CHI NHA
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NH Ô
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NG NAI









LUN VN THC S KINH T

Biên Ho

a - Nm
2013



B GIÁO DC VÀ ÀO
TO

TRNG I HC KINH T THÀNH PH H CHÍ
MINH

NGUYÊ

N QUÔ

C HA









NÂNG CAO CHT LNG DCH V CHO VAY KHA

CH
H̀NG DOANH NGHIP NH V̀ VA TI NGÂN H̀NG
TMCP U T V̀ PHÁT TRIN VIÊ

T NAM
CHI NHA


NH Ô

NG NAI
Chuyên ngành : Tài chính - Ngân hàng
Mã s : 60340201







LUN VN THC S KINH T




NGI HNG DN KHOA HC
PGS.TS TRNG QUANG THÔNG

Biên Ho

a - Nm
2013


























              


























 1
1.  1
2. M 2
3.  2
4.  2
5.  2
6.  3

: 
 4
1.1.  4
1.1.1.  4
1.1.2.  7
1.2.  10
1.2.1.  10
1.2.2.  13
1.2.3.  14
1.3. V 15
1.3.1.  15
1.3.2.  17
1.3.3.  18
1.3.4.  18
 18

: 
 20
2.1. 

 20
 20
2.1.2. 
Nai 21
2.2. 
 23
2.2.1  24
2.2.2  26
2.2.3  27
2.2.4  28
2.3.  29
 29


 32
 38
2.4.  45
 46
NG 3 : 
V 47
3.1.  47
3.2.  48
3.3. 
Nai 53
3.3.1.  53
3.3.2.  56
3.3.3.  58
3.3.4.  61
3.3.5. 


 65
3.6.  70
 71

: 
 73
4.1.  73
4.2. 
 74
4.2.1.  74
4.2.2.  77
4.2.3.  79
4.2.4.  80
4.2.5.  81
4.2.6.  82
4.3.  83
4.4.  85
4.5. V 86
 87
 88











BIDV

Nam



CB.QHKH

CLTD

DNNN

DN

DNNVV

NH

NHTM

NHNN

TMCP

TNHH

TCTD

TTTD
Trung tâm 



TP.QHKH

GTCG

VND

KHDN

WB
World Bank






Nai.





- 2012


-2012









 

9 
10
1 









- 2012

Hình 2.4
Hình 2.5 2012






Ph





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

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Ngân hàng  có
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
DNNVV 


 




DNNVV,

           
           
NAM  CHI NHÁNH 
2
2. 
- 
       DNNVV       
SERVPERF sao cho p
-  DNNVV thông qua

-  DNNVV 

3. 
- 

-  

4. 
- 
       

- 
               

Cronbach 

16.

5. 



3
        
khách hàng.
6. 

 DNNVV
N.
DNNVV
.
PERF
vay DNNVV 
.
 4            
DNNVV  - 
Nai.

4
1


1.1. C
1.1.1. DNNVV
 DNNVV
     DNNVV 
 hay doanh thu. DNNVV 



 

.  













 DNNVV

5

DNNVV 
- DNNVV có tí         
DNNVV 

DNNVV 

 

DNNVV 


DNNVV 
- DNNVV 
           DNNVV      
DNNVV 

- DNNVV 
 
DNNVV 

NNVV 

DNNVV 

DNNVV 
ti
DNNVV 
    DNNVV          

6
DNNVV 
DNNVV 

DNNVV DNNVV

ch.
- 
            DNNVV  
               
           DNNVV  

      

nên DNNVV           
 

 

DNNVV 
               
DNNVV 

 DNNVV
DNNVV 

-         DNNVV   
       


- DNNVV là

7
DNNVV 

- DNNVV 

- DNNVV 

 
- 
DNNVV 



1.1.2. Cho vay DNNVV 
 

Cho vay 





dung:
- 

-  

- 
.
 DNNVV
- DNNVV 
8


DNNVV

- Các DNNVV 
           

-           


      

- DNNVV 
 
-  
            

tích 

 DNNVV
DNNVV 
 

DNNVV 


DNNVV 
DNNVV 
 

9
tranh.
Cho vay các DNNVV           



 chính
giúp DNNVV 
chi phí. Các DNNVV 



 DNNVV
DNNVV

- 




              

ay,


 


 


10
 



- 

DNNVV.
 
tài 

DNNVV 
- 



ác




- 

 
hàng.


1.2. 
1.2.1. 
Cht lng dch v là mt s o lng mc  dch v  a n
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khách hàng tng xng v mong i ca khách hàng tt n u. Vic to ra mt
dch v cht lng ngha là p ng mong  ca khách hàng mt cách g
nt Lu Vn Nghiêm( 2008, trang 163).
Ct lng dch v c ánh giá trên hai khía cnh, ó là cht lng k
tht (nói n nhng gì  phc v) và ct lng chc nng (chúng c
phc v nh th nào) (Gronroos, 1984). Trong nghiên u nm 1998, Ông mô 
ct lng dch v nhn thy c là s khác nhau gia cht lng dch v
mong i và cht lng dch v nhn c.
Cht lng dch v là khog cách mong  v sn phm dch v ca
khách hàng và nhn thc, cm nhn ca h khi s dng qua sn phm dch v ó

(Parasurman; 1985, 1988). Ông gii thích rng  bit c s d
oán ca khách hàng thì tt nht là nhn dng và thu hiu nhng mong i
ca . Vic phát trin mt h thng xác nh c nhng mong i ca khách
hàng là n thit, sau ó mi to t chin lc cht lng dch v hiu qu.
y có th xem là t khái nim tg quát nht, bao hàm y  ý ngha ca
dch v khi xem xét cht lng dch v ng trên quan im khách hàng, xem
khách hàng là trung tâm.
Tuy có nhiu nh ngha khác nhau, nhng xét mt cách tng th, ct lng
dch v bao gm nhng c im sau ây:
- Tính  tri: i vi khách hàng, dch v có cht lng là dch v th
hin c tính vt tri u vi ca mình so vi nhng dch v khác. Chính
tính u vit này làm cho cht lng dch v  thành th mnh cnh tranh ca
các nhà cung cp dch v. nh giá v tính vt tri ca cht lng dch v chu
nh hng ln bi s cm nhn  phía ngi tip nhn dch v, c bit trong
nghiên cu hot ng marketing và s hài lòng ca khách hàng.
-  dch v là tng th nhng mt ct lõi nht kt
tinh trong sn phm dch v to nên tính c trng ca sn phm dch v. Vì
vy, sn phm dch v có cht lng cao s hàm cha nhiu c trng vt tr
hn so vi sn phm dch v cp thp. S phân bit này gn lin vi vic xác
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nh các thuc tính vt tri hu hình hay vô hình ca sn phm, dch v. Chính
nh nhng c trng này mà khách hàng có th nhn bit cht lng dch v ca
doanh nghip này so vi doanh nghip khác. Tuy nhiên, trong thc t, các c
trng ct lõi ca dch v ch mang tính tng i nên rt khó xác nh t cách
y  và chính xác.
- Tính cung ng: Cht lng dch vgn lin vi quá trình thc hin/chuyn
giao dch v n khách hàng. Vic trin khai dch v, phong cách phc v và
cung ng dch v s quyt nh cht lng dch v tt hay xu. y là yu  bên
trong ph thuc vào s biu hin ca nhà cung p dch v. Chính vì th, 
nâng cao cht lng dch v, nhà cung p dch v trc tiên cn phi bit ci

thin yu  ni ti này  to thành th mnh lâu dài ca chính mình trong
hot g cung cp dch v cho khách hàng.
- Tính tha mãn nhu cu: Dch v to ra nhm áp ng nhu cu ca khách
hàng. Cht lng dch v nht thit phi ta mãn nhu cu khách hàng và ly
yêu cu ca khách hàng làm n c  ci thin cht lng dch v. Nu khách
hàng cm thy dch v không áp ng c nhu cu ca mình thì h s không
hài lòng vi cht lng dch v mà h nhn c. Trong môi trng kinh
doanh hin i, các nhà cung cp dch v phi luôn hng n nhu cu khách
hàng và c gng ht mình  áp ng các nhu u ó.
- Tính to ra giá tr: Cht lng dch v gn lin vi các giá  c to ra
nhm phc v khách hàng. S là vô ích và không có giá  nu cung cp các dch
v mà khách hàng ánh giá là không có cht lng. Doanh nghip to ra giá 
và khách hàng là i tng tip nhn nhng giá  . Vì vy, vic xem xét cht
lng dch v hay c th hn là các giá tr em li cho khách hàng, ph thc
vào ánh giá ca khách hàng ch không phi ca doanh nghip. Khách hàng n
nhn nhng giá  dch v mang li và so sánh chúng vi nhng gì h mong i
s nhn c. Do ó, tính to ra giá  là c im c bn và là nn tng cho
vic xây dng và phát trin cht lng dch v ca doanh nghip.
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Xét trên phng din phc v khách hàng, tính tha mãn nhu cu ã
bao hàm c ý ngha ca tính cung ng. S d n vy là vì cht lng dch v
bt u  khi doanh nghip nm bt c nhu u ca khách hàng n khi tin
hành trin khai dch v, nng chính trong quá trình thc hin cung ng dch
v mà khách hàng s cm thy hài lòng hay không và  ó m nhn c
cht lng dch v tt hay xu. Nu tính cung ng mang yu t ni ti thì tính
tha mãn nhu u li b chi phi bi tác ng bên ngoài nhiu hn.

 

 


1.2.2. 
S       
 (Oliver, 1997).
S

 (Tse and Wilton,1988).
S- 
 
 (Philip Kotler, 2001)

.

. 

       


14



           g  
Bitner and Hubbert, 1994).


- Mc không hài lòng: 

- Mc hài lòng: .
- Mc rt hài lòng và thích thú: 


1.2.3. 



nhân. H

 (Oliver,
1997)

ng
         

liên qu




15

Do ó, mun nâng cao s hài lòng ca khách hàng, nhà cung cp dch v
phi nâng cao cht lng dch v. Cht lng dch v ch tp trung c th vào
nhng thành phn ca dch v nhng nó là ngun gc quan trng, là cái c to
ra trc và sau ó quyt nh n s hài lòng ca khách hàng. Vì vy, chúng ta có
th dùng s hài lòng ca khách hàng  o lng cht lng dch v.
1.3.   V      

1.3.1. 
Mô hình SERVQUAL       
           

marketing. Mô hình SERVQUAL xem xét hai khía     c lng
 v là k   v (outcome) và cung cp  v (process) c nghiên
cu thông qua nm tiêu chí sau:  tin  (reliability),    v hay 
ng  ng (responsiveness),  hu hình (tangibles),    (assurance)
và s  thông (empathy).
1.S tin cy
S tin  nói lên k ng cung ng   chính xác,  g và uy
tín.  này  hi  n quán trong v thc  v và tôn ng các
cam kt   g li ha vi khách hàng. Trong l vc ngân hàng, tiêu
chí này thng c khách hàng  lng thông qua các   sau:
Ngân hàng th v ng ngay  .

Ngân hàng cung   v  th m  ha.

Ngân hàng th giao  chính xác không sai sót.

Nhân viên luôn thng cam k vi khách hàng.

Ngân hàng luôn có nhng nhân viên t v ti bàn hng   giúp
 khách hàng.
2. Hiu qu phc v hay kh nng đáp ng:
 là tiêu chí    mong m và s lòng  nhân viên 