H - - CHÍ MINH HÀNH P - H CHÍ MINH - CHUYÊN NGÀNH: TÀI CHÍNH NGÂN HÀNG giúp xác Trang 1 i u 1.1 1.1.2.1 Theo 1.1.2.2 Theo 1.2 S 1.2.3 C 1.2.3.1 Chính sách l 1.2.3.2 1.2.3.3 ti nhân viên 10 1.2.3.4 10 1.2.3.5 11 1.2.3.6 11 1.2.3.7 12 1.3 hài lòng khách hàng 13 1.3.1 Mơ hình Gronroos 13 1.3.2 13 1.3.3 RF 16 1.3.4 17 1.3.4.1 g 17 1.3.4.2 18 1.4 23 23 S KHI NGÂN HÀNG NÔNG NGHI THÔN VI 2.1 T TI TRI 24 v ình hình Agribank ( 2010 2013) 24 24 28 28 30 2.2 chung 32 32 34 2.3 s hài lòng n ti t ki Agribank 37 2.3.1 37 2.3.2 40 2.3.3 41 42 2.4 th 42 2.4.2 44 2.4.3 khám phá (EFA) 46 2.4.3.1 46 2.4.3.2 48 2.4.3.3 50 2.4.4 51 53 3: KHI NÂNG CAO S TI NGÂN HÀNG NÔNG NGHI TRI N VI 54 54 54 54 54 3.2.1 Phát tri n u m r ng qui mô ho 3.2.1.1 Phát tri u, tr ng ho 3.2.1.2 M r ng qui mô ho 3.2.2 Nâng cao m 3.2.2.1 Nâng cao ch ng c a ngân hàng 55 ng marketing 55 ng c a ngân hàng 58 i v i khách hàng 59 ng ph c v c 59 3.2.2.2 C i ti n qui trình, th t c, công ngh 63 3.2.3 Chú tr ng y u t giá c 3.2.3.1 Thi t k lãi su t phù h 3.2 K n ph m d ch v 64 ng c 64 ng c a s n ph m d ch v 66 67 69 ACB: Ngân hàng TMCP Á Châu NHNo&PTNT VN: Ngân hàng Nơ SCB: Ngân hàng TMCP Sài Gịn SHB: Ngân hàng TMCP Sài Gòn - Vietcombank: Ngân hàng TMCP Vietinbank: Ngân hàng TMCP Trang -2013) 24 -2013) 28 (2010-2013) 30 45 : B 47 47 : B ng 2.8: Mô hình tóm t t s d 49 h i qui t ng th 51 B ng 2.9: K t qu h i qui t ng ph n 52 18 18 19 Hình 19 20 Hình 2.1 38 Hình 2.2 39 Hình 2.3 50 -1- khơng ên nhu d , kinh doanh Agribank) góp lý -2- Agribank khách hàng , + Agribank + - 3) - Không gian: phát qua email n N c ngân hàng Agribank ta ph a) b) 24 c) 36 d) a) b) c) Kinh doanh d) e) Khác: a) b) c) d) a) b) c) d) ! N QUÝ KHÁCH HÀNG! un & ctg, -total correclation) - -total correclation) Theo Nunnally & ng B I THÔNG TIN KHÁCH HÀNG B Gioi tinh Valid Nam Nu Total Frequency 61 79 140 B Percent 43,6 56,4 100,0 Valid Cumulative Percent Percent 43,6 43,6 56,4 100,0 100,0 Nhom tuoi Frequency Percent 1,4 96 68,6 37 26,4 3,6 140 100,0 Valid duoi 23 tuoi 24-35 tuoi 36-55 tuoi tren 55 tuoi Total Valid Cumulative Percent Percent 1,4 1,4 68,6 70,0 26,4 96,4 3,6 100,0 100,0 B Nghe nghiep Frequency Percent Valid HS-SV 1,4 Can bo cong chuc, VC 98 70,0 Kinh doanh 35 25,0 Ve huu ,7 Khac 2,9 Total 140 100,0 B Valid Cumulative Percent Percent 1,4 1,4 70,0 71,4 25,0 96,4 ,7 97,1 2,9 100,0 100,0 Thu nhap Frequency Percent Valid Duoi trieu 15 10,7 Tu tr-duoi 10 tr 83 59,3 tu 10tr-15tr 29 20,7 Tren 15 tr 13 9,3 Total 140 100,0 B Valid Cumulative Percent Percent 10,7 10,7 59,3 70,0 20,7 90,7 9,3 100,0 100,0 Tich luy hang thang Frequency Percent Valid Duoi trieu 91 65,0 Tu tr-duoi 10 tr 36 25,7 tu 10tr-15tr 5,0 Tren 15 tr 4,3 Total 140 100,0 B Valid Cumulative Percent Percent 65,0 65,0 25,7 90,7 5,0 95,7 4,3 100,0 100,0 Anh chi thuong gui TK tai NH nao Frequency Percent Valid Percent 87 62,1 62,1 13 9,3 9,3 5,0 5,0 5,0 5,0 10 7,1 7,1 16 11,4 11,4 140 100,0 100,0 Valid Agribank Vietcombank Vietinbank Sacombank ACB NH Khac Total Cumulative Percent 62,1 71,4 76,4 81,4 88,6 100,0 B Valid lai suat Missing System Total Tieu chi lai suat Frequency Percent Valid Percent 87 62,1 100,0 53 37,9 140 100,0 Cumulative Percent 100,0 Thuong hieu Valid thuong hieu Missing System Total Frequency Percent 92 65,7 48 34,3 140 100,0 Valid Percent Cumulative Percent 100,0 100,0 Phong cach phuc vu Valid phong cach phuc vu Missing System Total Frequency Percent 53 37,9 87 62,1 140 100,0 Valid Cumulative Percent Percent 100,0 100,0 San pham da dang Valid san pham da dang Missing System Total Frequency Percent 27 19,3 113 80,7 140 100,0 Valid Percent 100,0 Cumulative Percent 100,0 Giao dich nhanh chong Frequency Percent Valid giao dich nhanh chong 44 31,4 Missing System 96 68,6 Total 140 100,0 Valid Cumulative Percent Percent 100,0 100,0 Co so vat chat hien dai Frequency Percent Valid co so vat chat hien dai 17 12,1 Missing System 123 87,9 Total 140 100,0 Valid Cumulative Percent Percent 100,0 100,0 HÀI LỊNG B ng B.8: Th ng kê mơ t bi LS luon canh tranh voi cac NHTM khac Cac chinh sach LS, muc phi linh hoat Chuong trinh CSKH SP tiet kiem cua cua Agribank luon Chat luong cac SP SP luon di kem cac tien ich da dang NV Agribank luon san sang NV luon lich su, Phong cach phuc vu chuyen nghiep, NV Agribank luon co du kien thuc, Thu tuc tiet kiem Quy trinh thuc hien nghiep vu nhanh ng s hài lòng c a khách hàng Descriptive Statistics N Minimum Maximum 140 Mean Std Deviation 3,33 ,978 140 3,01 ,894 140 2,94 ,779 140 2,98 ,724 140 140 1 5 3,38 2,91 ,963 ,748 140 3,37 1,041 140 140 1 5 3,46 3,16 1,034 1,036 140 3,41 ,944 140 140 1 4 2,89 3,18 ,759 ,807 Thoi gian giao dich ngan, Khi nhac den NH, Ban thay an tam dung DV Ban thay tin tuong Agribank luon bao mat Nhan vien Agribank co trang phuc dep, Co so vat chat cua Agribank Mang luoi hoat dong rong khap, Valid N (listwise) 140 3,21 ,803 140 140 5 3,45 3,84 ,808 ,926 140 140 1 5 3,58 3,24 1,004 ,895 140 3,30 ,854 140 4,33 ,772 140 4,08 ,906 140 B ng B.9: Th ng kê mơ t bi ng s hài lịng c a khách hàng g i ti n ti t ki m t i Agribank Nhin chung toi thay hai long Toi se tiep tuc su dung Agribank luon la lua chon so Toi san sang gioi thieu thuong hieu Valid N (listwise) Descriptive Statistics N Minimum Maximum 140 Mean Std Deviation 3,31 ,890 140 3,44 ,946 140 3,24 ,944 140 3,32 ,884 140 A Reliability Statistics Cronbach's Alpha N of Items ,895 Item-Total Statistics Scale Mean Scale Variance Corrected Cronbach's if Item if Item Item-Total Alpha if Item Deleted Deleted Correlation Deleted LS luon canh tranh voi 5,94 2,385 ,832 ,821 cac NHTM khac Cac chinh sach LS, 6,26 2,786 ,761 ,878 muc phi linh hoat Chuong trinh CSKH 6,34 3,045 ,810 ,848 luon duoc quan tam Reliability Statistics Cronbach's Alpha N of Items ,862 SP tiet kiem cua cua Agribank luon Chat luong cac SP SP luon di kem cac tien ich da dang Item-Total Statistics Scale Mean Scale Variance Corrected Cronbach's if Item if Item Item-Total Alpha if Item Deleted Deleted Correlation Deleted 6,29 2,565 ,706 ,840 5,89 6,36 1,872 2,303 ,732 ,821 ,841 ,739 Reliability Statistics Cronbach's Alpha N of Items ,935 NV Agribank luon NV luon lich su, Phong cach phuc vu chuyen nghiep, NV Agribank luon co du kien thuc, Item-Total Statistics Scale Mean Scale Variance Corrected Cronbach's if Item if Item Item-Total Alpha if Item Deleted Deleted Correlation Deleted 10,04 7,747 ,854 ,912 9,95 7,631 ,889 ,901 10,24 7,811 ,846 ,915 Reliability Statistics 9,99 8,496 ,798 ,930 Cronbach's Alpha ,849 Thu tuc tiet kiem Quy trinh thuc hien nghiep vu nhanh Thoi gian giao dich N of Items Item-Total Statistics Scale Mean Scale Variance Corrected Cronbach's if Item if Item Item-Total Alpha if Item Deleted Deleted Correlation Deleted 6,39 2,240 ,660 ,843 6,10 1,976 ,745 ,764 6,06 1,974 ,753 ,756 Reliability Statistics Cronbach's Alpha N of Items ,920 Khi nhac den NH, Ban thay an tam dung DV Ban thay tin tuong Agribank luon bao Item-Total Statistics Scale Mean Scale Variance Corrected Cronbach's if Item if Item Item-Total Alpha if Item Deleted Deleted Correlation Deleted 10,65 6,488 ,868 ,884 10,26 6,066 ,830 ,892 10,52 10,86 5,805 6,377 ,805 ,782 ,903 ,908 Reliability Statistics Cronbach's Alpha N of Items ,850 Nhan vien co trang Co so vat chat khang Mang luoi hoat dong B Item-Total Statistics Scale Mean Scale Variance Corrected Cronbach's if Item if Item Item-Total Alpha if Item Deleted Deleted Correlation Deleted 8,41 2,387 ,697 ,812 7,38 7,63 2,654 2,062 ,678 ,797 ,832 ,714 KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy Bartlett's Test of Sphericity Approx Chi-Square df Sig ,941 2616,921 190 ,000 Rotated Component Matrixa LS luon canh tranh voi cac NHTM khac Cac chinh sach LS, muc phi linh hoat Chuong trinh CSKH luon duoc quan tam SP tiet kiem cua Agribank luon Chat luong cac SP SP luon di kem cac tien ich da dang NV Agribank luon san sang NV luon lich su, Phong cach phuc vu chuyen nghiep, nang dong NV Agribank luon co du kien thuc, Thu tuc tiet kiem Quy trinh thuc hien nghiep vu nhanh chong Thoi gian giao dich ngan, Khi nhac den NH, Ban thay an tam dung DV Ban thay tin tuong Agribank luon bao mat Component ,763 ,740 ,799 ,826 ,673 ,775 ,680 ,730 ,736 ,728 ,600 ,772 ,791 Co so vat chat cua Agribank Mang luoi hoat dong rong khap, Extraction Method: Principal Component Analysis ,543 ,683 ,641 ,680 ,846 ,805 II Phân tích KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy Bartlett's Test of Sphericity Approx Chi-Square df Sig ,939 2457,979 171 ,000 Rotated Component Matrixa Component ,764 ,741 ,802 ,827 ,674 ,778 ,682 ,731 ,736 ,729 ,601 ,774 ,794 ,507 LS luon canh tranh voi cac NHTM khac Cac chinh sach LS, muc phi linh hoat Chuong trinh CSKH luon duoc quan tam SP tiet kiem cua Agribank luon Chat luong cac SP SP luon di kem cac tien ich da dang NV Agribank luon san sang NV luon lich su, Phong cach phuc vu chuyen nghiep, nang dong NV Agribank luon co du kien thuc, Thu tuc tiet kiem Quy trinh thuc hien nghiep vu nhanh chong Thoi gian giao dich ngan, Khi nhac den NH, Ban thay an tam dung DV Ban thay tin tuong ,523 ,672 ,630 ,678 ,856 ,807 Co so vat chat cua Agribank Mang luoi hoat dong rong khap, Extraction Method: Principal Component Analysis I KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy Bartlett's Test of Sphericity Approx Chi-Square df Sig ,937 2260,010 153 ,000 Total Variance Explained Component Extraction Initial Eigenvalues % Sums of Squared Rotation Loadings of Cumulative Sums of Squared Loadings % of Cumulative % of Cumulative Total % Total Variance % Total Variance % dimension0 Variance 10,798 59,991 59,991 10,798 59,991 59,991 4,953 27,518 27,518 1,459 8,108 68,099 1,459 8,108 68,099 4,725 26,250 53,768 1,158 6,434 74,533 1,158 6,434 74,533 3,738 20,764 74,533 ,696 3,867 78,400 ,550 3,057 81,457 ,480 2,664 84,122 ,432 2,399 86,520 ,393 2,181 88,701 ,338 1,878 90,579 10 ,282 1,565 92,143 11 ,267 1,481 93,624 12 ,215 1,192 94,816 13 ,193 1,075 95,891 14 ,178 ,987 96,878 15 ,171 ,948 97,826 16 ,166 ,922 98,748 17 ,129 ,715 99,463 18 ,097 ,537 100,000 Extraction Method: Principal Component Analysis IV Cronbach Alpha sau phân tích EFA nh Reliability Statistics Cronbach's Alpha N of Items ,931 LS luon canh tranh Cac chinh sach LS, muc phi linh hoat Chuong trinh CSKH SP tiet kiem cua Agribank luon Chat luong cac SP SP luon di kem cac tien ich da dang Item-Total Statistics Scale Mean Scale Variance Corrected Cronbach's if Item if Item Item-Total Alpha if Item Deleted Deleted Correlation Deleted 15,21 12,712 ,835 ,914 15,53 13,445 ,800 ,918 15,60 15,56 14,055 14,795 ,826 ,748 ,915 ,925 15,16 15,63 13,054 14,264 ,791 ,825 ,920 ,916 Reliability Statistics Cronbach's Alpha N of Items ,936 NV Agribank luon san sang NV luon lich su, Phong cach phuc vu chuyen nghiep NV Agribank luon co du kien thuc, Thu tuc tiet kiem Quy trinh thuc hien nghiep vu nhanh Thoi gian giao dich ngan, Item-Total Statistics Scale Mean Scale Variance Corrected if Item if Item Item-Total Deleted Deleted Correlation 19,31 21,095 ,843 Cronbach's Alpha if Item Deleted ,921 19,23 19,52 21,012 21,201 ,861 ,835 ,919 ,922 19,27 22,084 ,819 ,923 19,80 19,51 24,176 24,007 ,736 ,706 ,931 ,933 19,47 23,647 ,763 ,929 Item-Total Statistics Scale Mean Scale Variance Corrected if Item if Item Item-Total Deleted Deleted Correlation 15,29 9,011 ,786 Cronbach's Alpha if Item Deleted ,866 Reliability Statistics Cronbach's Alpha N of Items ,898 Ban thay an tam dung DV Ban thay tin tuong Nhan vien co trang Co so vat chat cua Agribank Mang luoi hoat dong rong khap, Reliability Statistics 15,54 15,82 8,739 9,687 ,756 ,719 ,875 ,881 14,79 10,194 ,699 ,886 15,04 9,092 ,791 ,865 Cronbach's Alpha ,912 Nhin chung toi thay hai long Toi se tiep tuc su dung Agribank luon la lua chon so Toi san sang gioi thieu thuong hieu Agribank N of Items Item-Total Statistics Scale Mean Scale Variance Corrected if Item if Item Item-Total Deleted Deleted Correlation 10,00 6,475 ,743 Cronbach's Alpha if Item Deleted ,905 9,88 10,07 6,007 5,837 ,805 ,857 ,885 ,866 9,99 6,309 ,798 ,887 C giacatienich Correlations mucdodap thuonghieuqui hailongkhachha giacatienich ung mo ng ** ** ,757 ,672 ,752** Pearson Correlation Sig (2-tailed) ,000 N 140 140 ** mucdodapung Pearson ,757 Correlation Sig (2-tailed) ,000 N 140 140 ** thuonghieuquimo Pearson ,672 ,746** Correlation Sig (2-tailed) ,000 ,000 N 140 140 ** hailongkhachhang Pearson ,752 ,828** Correlation Sig (2-tailed) ,000 ,000 N 140 140 ** Correlation is significant at the 0.01 level (2-tailed) Model Summary ,000 140 ,746** ,000 140 ,828** ,000 140 ,000 140 ,813** 140 ,813** ,000 140 ,000 140 140 Change Statistics R ,887a Std Error R R Adjusted of the Square Square R Square Estimate Change F Change df1 ,787 ,783 ,38018 ,787 167,728 df2 136 Sig F Change ,000 DurbinWatson 1,561 Coefficientsa Model Unstandardized Standardized Collinearity Coefficients Coefficients Statistics Std Toleranc Error Beta t e VIF B Sig (Constant) ,170 -1,562 -,266 ,121 giaca&tienich ,069 ,195 3,116 ,401 2,494 ,216 ,002 mucdodapung ,072 ,388 5,584 ,324 3,082 ,402 ,000 thuonghieu&quimo ,066 ,393 6,415 ,417 2,400 ,425 ,000 a Predictors: (Constant), thuonghieu&quimo, giaca&tienich, mucdodapung b Dependent Variable: hailongkhachhang ... thuy t H5: M hài lòng c a khách hàng v u (uy tín c a ngân hàng) cao s hài lịng c a khách hàng g i ti n ti t ki m t i ngân hàng cao ( g i t - Gi thuy t H6: M ho u ) hài lòng c a khách hàng v v t... t H1: M hài lịng c a khách hàng v sách giá c c a ngân hàng cao s hài lịng c a khách hàng g i ti n ti t ki m t i ngân hàng cao ( g i t t là: giá ) - Gi thuy t H2: M hài lòng c a khách hàng v m... 69 ACB: Ngân hàng TMCP Á Châu NHNo&PTNT VN: Ngân hàng Nô SCB: Ngân hàng TMCP Sài Gòn SHB: Ngân hàng TMCP Sài Gòn - Vietcombank: Ngân hàng TMCP Vietinbank: Ngân hàng TMCP Trang -2013)