Nhận diện khách hàng trung thành của các ngân hàng thương mại cổ phần Thành phố Hồ Chí Minh

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<b>CONG NGHE NGAN HANG </b>

<b>III </b>

<b>NHAN DIEN KHACH HANG TRUNG THANH </b>

<b>CUA CAC NGAN HANG THJCfNG MAI CO PHAN </b>

<b>THANH PHO HO CHI MINH </b>

<b>ThS. Chu Nguyin Mpng Ngoc </b>
<b>DH Kinh te TP. HCM </b>
<i><b>T j ^ ^^hien cdu ddctc thdc hien nhdm phdt hien cdc dde diem nhdn khau hgc cua hai </b></i>
<i><b>f^^ / nhom khdch hdng trung thdnh vd chda trung thdnh d cdc ngdn hdng thiictng </b></i>

<i><b>I ^ ^ f mg.i (NHTM) cd phdn Tp. Ho Chi Minh. Ket qud cho thay trong nhom khdch </b></i>

<i><b>^ L ^ hdng trung thdnh nd gidi, ngddi co tudi, ngddi co thu nhap trung binh khd, hgc </b></i>

<i><b>vdn td phd thong trung hgc trd xudng vd nhdng ngiidi khong Idm kinh te nhd hiiu tri, ngi </b></i>
<i><b>trg chiem ty trgng dp ddo. </b></i>

<b>Ly do nghien ciJu </b>

<b>Xay dttng tung cd^ va md rpng </b>
thttdng hieu la mdt trong
<b>nhttng xu httttng ndi bat tua </b>
nganh ngan hang toan eau
hien nay vi t a t thUdng hieu
manh se lam tang niem tin
va giam stt lo au eua khaeh
hang ve cae riii ro tai chinh.
Trong bdi tanh dd, de tai
nghien cttu tiia TS. Hoang

Thi Phttdng Thao va cat
ddng nghiep (2010) da phat
trien tach do Ittttng tai san
<b>thttdng hieu dtta tren nhan </b>
thttt khach hang ddi vtti
nganh dich vu trong linh vttc
ngan hang. Ket qua nghien
tttu da xat dinh dttdt bdn
thanh phan cd ddng gdp ldn
vao tai san thttdng hieu tdng
the ngan hang la nhan biet
thttdng hieu; chat Ittdng cam
<b>nhan; hinh anh thttttng hieu </b>
va long trung thanh thttttng
<b>hieu. Trong dd, Idng trung </b>
thanh thttdng hieu dttttc
khang dinh cd tat ddng manh
nhat len tai san thttdng hieu
<b>tdng the thdng qua ket qua </b>
<b>ciia nghien cttu cua de tai. </b>

Ly thuyet marketing da
khang dinh long trung thanh
vtti thttdng hieu td gia tri to
ldn dd^i vtti doanh nghiep:
khach hang se tra gia tao
hdn de co dttdt thttdng hieu,
gittp doanh nghiep dat thi
phan cao, ho trd viee md
rpng thttdng hieu, giam ehi

phi marketing va lam cho
thttdng hieu vttng vang trttdc
stt canh tranh cua ddi thu.
Ket qua nghien cttu cua de
tai tap Bp nay tung chi ra
rttng de xay dttng Idng trung
thanh thttdng hieu, doanh
nghiep ngan hang phai thau
hieu k h a t h hang cua minh.
Dtta tren ket qua ma de tai
da phat hien, nghien cttu
nhd nay tiep tut tieh hanh
t a t kham pha de giiip tac
<i>NHTM cd phan d Tp. Hd </i>
Chi Minh n h a n dien t h a n
dung nhttng k h a t h hang
trung t h a n h tua minh.
Nhttng ket qua tim dttdt se
dat nen mdng dau tien tho
cac ke hoaeh dai hdi nhttm
gia tang long trung t h a n h
ciia k h a t h hang ddi vtti t a t
NHTM cd phan.

<b>Mue t i e u n g h i e n ciiu </b>

Nghien cttu nham p h a t
hien t a t dat diem n h a n
khau hpc dang chu y ciia
hai nhdm khach h a n g trung

t h a n h va thtta trung t h a n h
tiia cac NHTM cd phan Tp.
Hd Chi Minh.

<b>Pham vi nghien cufu </b>

Khath hang cua ngan hang
vtta la t a t td thttt vtta la cat
ca nhan, nhttng de tai thi
chpn khach hang ca nhan la
ddi tttdng chinh dttdt khao
sat. Cudc khao sat dinh Ittdng
dttdt tien hanh tt Tp. Hd Chi
Minh, tren 421 ngtttti tieu
dung ca nhan eua sau NHTM
cd phan dai dien gdm Ngan
hang A Chau, Ngan hang
Ddng A, Ngan hang Sai Gdn
Thttdng tin, Ngan hang Sai
Gdn, Ngan hang Ki Thttdng
va Ngan hang Nam A. Chu
y rttng, mpt ngan hang cung
tap nhieu loai dith vu khae
nhau vtti cung mdt ten thttttng
hieu, dd ehinh la thttdng hieu
doanh nghiep ngan hang,

<b>Congnghengan hang </b>

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<b>Ill </b>

<b>CONG NGHE NGAN HANG </b>

nhtt vay khai niem thttttng
hieu doanh nghiep ngan hang
va thttdng hieu dich vu ngan
<i>hang la nhtt nhau, d day ta </i>
gpi thung la thttdng hieu ngan
hang.

Ccf stt ly t h u y e t

Long trung thanh thttdng
hieu la thanh phan chinh cua
gia tri thttdng hieu, Aaker
(1991) xac dinh Idng trung
thanh thttdng hieu nhtt stt gan
ket them ma ngtttti tieu dung
td dd^i vtti mpt thttdng hieu.
Oliver (1997) lai dinh nghia
Idng trung thanh thttttng hieu
nhtt mot cam ket sau sac va

ben vttng se mua lai mdt san
pham hoac quay lai mdt dich
vu tta thith trong tttttng lai,
mac du nhttng anh httttng tinh
hudng va tat ddng thi trttttng
cd kha nang gay ra nhttng
hanh vi thay ddi bat thttttng.
Trong khi dinh nghia Idng
trung thanh thttttng hieu can
ctt tren hanh vi nhan manh

den tinh trung thanh thttc
stt tua khath hang ddi vtti
thttdng hieu phan anh qua Itta
chpn mua, thi dinh nghia Idng
trung thanh thttdng hieu can
ctt tren thai dp lai dat trpng
<i>tam d dtt dinh trung thanh </i>
vtti thttdng hieu eua ngtttti tieu
dijng. Trong nghien cttu nay

long trung thanh vtti thttdng
hieu dieh vu the' hien viec
khaeh hang vtta tiep tut stt
dung thttdng hieu dd vtta ludn
ghi nhtt thttttng hieu tho dtt
dinh tttttng lai, ttt dd thang do
long trung thanh thttttng hieu
trong nghien cttu bao gdm ba
phat bieu nhttm vao diln ta
stt tiep tue stt dung thttdng
hieu ngan hang hien tai trong
hanh ddng eung nhtt trong suy
nghi eua khach hang:

- Tdi van dang stt dung dith
vu eua ngan hang X.

- Toi nghi ngay de'n ngan
hang X khi ed nhu eau khat
ve t a i chinh - tien te.

- Tdi se stt dung dieh vu ngan
hang X lau dai.

Cat phat bieu nay dttttc thiet
ke' theo eau true cau hdi
Likert nam mttc dp, bie'n ddi
theo cap dp ttt mdt la hoan
toan phan ddi den nam la
hoan toan ddng y. X lan Ittdt
la ten tua sau NHTM cd
phan dttttc chpn de khao sat.
<b>Phifofng phap nghien cttfu </b>

Dtta vao dtt lieu thu thap
dttdc ttt tren 421 dap vien,
phep phan tich nhan td' tho
khai niem Idng trung thanh
thttdng hieu dttdc thtte hien
de tim bttng chttng ve gia
tri phan biet va gia tri hdi
tu cua thang do trung thanh.
He sd Cronbach's alpha tung
dttdc tinh toan de the hien
tinh dang tin tay tua thang
do nay.

Long trung thanh tua cat
khach hang trong miu dai

<b>Cong nghe ngan hang </b>

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<b>CONG NGHE NGAN HANG </b>

<b>ill </b>

dien sau khi dttdc do Ittttng va
rut trich qua p h e p p h a n tich
n h a n td' da dttdt tac gia dung
SPSS 11.5 sao Ittu dtttti d a n g
n h a n sd ttt ddng. Dtta t r e n
ban t h a t tua n h a n sd la so
lieu da t h u a n hda (trung b i n h
bang 0 va phttdng sai bttng
1) t a t gia t h p n m d t 0 t r e n sd
lieu n h a n sd' lam diem eat de
chia mau n g h i e n tttu t h a n h
hai nhdm k h a t h h a n g t r u n g
t h a n h (td diem n h a n so t r u n g
thanh dttttng) va k h d n g t r u n g
t h a n h (cd diem n h a n sd' t r u n g
t h a n h am). C a t b a n g tho'ng
ke sd bd ve tau trttt mSu
va cat d a t diem n h a n khau
hot dttdc t h a n h lap n h a m
cd nhttng n h a n d i n h ve t i n h
hinh k h a t h h a n g k h a c biet
nhau bdi t h a i dd va h a n h vi
trung t h a n h .

B a n g 1: C d u t n i e m a u n g h i e n ci^Tu

Nhdm khong tmng thanh
Nhom trang thanh
Tong cong

Tan xuat

179
242
42!

%

42.5%
57.5%
100.0%

<i>Ngudn: Tinh todn tU kit qud khdo sdi. </i>

<b>Ket qua, d i e n giai n h a n dinh </b>
Ket qua p h a n t i t h n h a n td
cho thay long t r u n g t h a n h
trong nghien tttu n a y la mdt
khai niem ddn httttng tai h e t
ba phat bieu do Ittttng t r u n g
thanh. He sd Cronbach's
alpha = 0,73 t h e h i e n t h a n g
do dat yeu tau.

Cau trijt mau (Bang 1) t h o
thay t h a n h p h a n k h a t h h a n g

trung t h a n h vtti n g a n h a n g
thiem sd ddng hdn vtti ty le
57,5%. N h a n dinh cd ban la
trong nhdm k h a c h h a n g t r u n g

t h a n h ntt gitti t h i e m ttu the d i t h vu n g a n h a n g ttt hai n a m
(gan 60,6%). Cung de hieu

khi t h a y d n h o m k h o n g t r u n g
t h a n h tudi t r e t h i e m ap dao
tdn trong n h d m t r u n g t h a n h
ty le ngtttti td tudi nhieu hdn.
Tudi t a t lien quan den v a n de
thtti gian, khi t a t gia tiep t u t
x a t dinh sd n a m stt dung d i t h
vu n g a n h a n g cua cac k h a t h
h a n g t r o n g mSu da t h p n thi
tha'y trong n h d m k h o n g t r u n g
t h a n h ty le k h a t h h a n g diing
d i t h vu n g a n h a n g dttdc k h a o
s a t dtttti hai n a m dong hdn,
<i>ddi xttng lai d n h d m t r u n g </i>
t h a n h ty le k h a c h h a n g dung

trd len chiem ttu t h e , dac
biet k h o n g cd k h a c h h a n g
dung d i t h vu n g a n h a n g qua
10 n a m t r o n g n h o m k h o n g
t r u n g t h a n h .

Tiep t u t t i m hieu c h a n dung
k h a c h h a n g t r u n g t h a n h , t a
t h a y n h d m t r u n g t h a n h gdm
da p h a n k h a t h h a n g co thu
n h a p d mttc t h a p hoac t r u n g
b i n h (2-5 trieu) t o n t r o n g
n h o m k h o n g t r u n g t h a n h
t h a n h p h a n k h a c h h a n g co
mttc thu n h a p t r u n g binh k h a
chiem nhieu hdn (30,5%).
Cau true hoc van t u a n h o m

<b>Cong nghe n g a n hang </b>

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<b>I l l BAU TI/TAI CHINH </b>

trung thanh nghieng ve phia
cat tap hpt thap nhieu hdn
so vtti hpt van tua nhdm
khdng trung thanh. Khaeh
hang trung thanh chiem sd'
ddng hdn nhdm khdng trung
<i>thanh d nhdm hoat ddng kinh </i>
te' ttt do (chu doanh nghiep,
budn ban nhd... ), giao vien,
cdng nhan va nhttng ngtttti
khdng lam kinh te nhtt httu
tri, ndi trd. Cdn khath hang
khdng trung thanh tap trung
ddng hdn tai nhdm sinh vien,

nhan vien van phdng edng ty
ngoai qud'c doanh (Bang 2).

<b>Ket luan </b>

Gan day, cae ngan hang deu
thttc hien nhieu hoat ddng
khuyen mai nhtt chttttng
trinh gtti tiet kiem trttng
vang hay can hd, lai suat
hap dSn, m i i n phi dich vu
mtt tai khoan va the thanh
toan... de ldi keo khach hang
ve phia minh. Dieu nay tuy
cd gittp gia tang thu nhap ttt
hoat ddng dich vu cua ngan
hang, nhttng ro rang ne'u thi
mdt lan stt dung duy nhat
tua mdi khath hang khdng

<i><b>B a n g 2: Cac d a c d i e m n h a n k h a u h o c cd b a n ciia m a u n g h i e n cii-u </b></i>

Gicli tinh Nam

NO-Tong nhom
Tuoi 18-30

31-40
41-50
Tren 50

Tong nhom
Thu nhap Dvfdi 2 trieu

2 de'n 5 trieu
5 den 8 trieu
Tren 8 trieu
Tong nhom
Trinh do hoc vien DU(3i PTTH

PTTH
CD-DH
Tren DH
Tong nhom
Nghe CNV nha ntfdc

NVVP cty ngoai QD
Giao vien

Hoat dong KT tif do
Cong nhan
Sinh vien

Khong hoat dong KT
Nghe chuyen mon
Tong nhom

Khong trung thanh
n
85
94

179
127
36
9
6
178
19
87
53
15
174
1
7
153
15
176
29
84
3
21
1
13
4
20
175
<b>% </b>
47,5%
52.5%
100.0%
<b>71.3% </b>

<b>20.2% </b>
5.1%
3.4%
100.0%
10.9%
50.0%
<b>30.5% </b>
8.6%
100.0%
,6%
4.0%
<b>86.9% </b>
8.5%
100,0%
16,6%
<b>48.0% </b>
1,7%
12,0%
,6%
7.4%
2,3%
<b>11.4% </b>
100,0%
Trung
n
95
146
241
157
40

21
20
238
34
124
47
24
229
2
32
188
14
236
39
93
9
42
6
13
19
19
240
thanh
<b>% </b>
39.4%
<b>60.6% </b>
100.0%
66.0%
16.8%
8.8%

8.4%
100.0%
<b>14.8% </b>
<b>54.1% </b>
20.5%
10.5%
100.0%
. 8 %

<b>13.6% </b>
79,7%
5.9%
100.0%
16.3%
38.8%
3.8%
<b>17.5% </b>
2.5%
5.4%
7.9%
7.9%
100,0%

the dan de'n stt gia tang thu
nhap dai han, vi the' cac nha
quan tri ngan hang tan thu y
de'n tam quan trpng cua viet
stt dung lap lai dith vu dttdt
dan dat bdi long trung thanh
cua khaeh hang. De xay dttng

long trung thanh thttdng hieu,
mdt doanh nghiep ngan hang
khdng phai chi nhan dien
khaeh hang ma tdn phai biet
ro nhieu van de khat nhtt: ho
td hai long khdng? Cd dtt dinh
dung dith vu tiep tut khdng?
Cd xem dd la stt thpn Itta dau
tien so vtti t a t thttdng hieu
khac khdng? Nhttng nhan
dien dttttc ehan dung khath
hang trung thanh va khdng
trung thanh se gittp ban quan
tri t a t NHTM td phan tren
dia ban Tp. Hd Chi Minh ed
ehien Ittttc duy tri long trung
thanh ro hdn, tap trung hdn
va cd hieu qua hdn"

<b>Tai lieu tham khao </b>

<i>1. Hodng Thi Phuang Thao - chu nhiem </i>
<i>vd cdc dong tdc gid Hodng Trong, Chu </i>
<i>Nguyin Mong Ngoc (2010), Phdt trien </i>
<i>sU do ludng tdi sdn thuang hieu trong </i>
<i>thi trudng dich vu, Bi tdi nghien ciiu </i>
<i>khoa hgc cdp bo, md sd B2007-09-35. </i>
<i>2. Aaker, D.A. (1991), Managing Brand </i>
<i>Equity, The Free Press, New York, NY. </i>
<i>3. Oliver, R.L. (1997), A Behavioral </i>

<i>Perspective on the Consumer, </i>
<i>McGraw-Hill, New York, NY. </i>

<i>Nguon: Kit qud tinh todn td 5 khdo sdt. </i>

<b>Cong nghe ngan hang </b>

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