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 d[r]
Trang 1CONG NGHE NGAN HANG III
NHAN DIEN KHACH HANG TRUNG THANH
CUA CAC NGAN HANG THJCfNG MAI CO PHAN
THANH PHO HO CHI MINH
ThS Chu Nguyin Mpng Ngoc
DH Kinh te TP HCM
T j ^ ^^hien cdu ddctc thdc hien nhdm phdt hien cdc dde diem nhdn khau hgc cua hai f^^ / nhom khdch hdng trung thdnh vd chda trung thdnh d cdc ngdn hdng thiictng
I ^ ^ f mg.i (NHTM) cd phdn Tp Ho Chi Minh Ket qud cho thay trong nhom khdch
^ L ^ hdng trung thdnh nd gidi, ngddi co tudi, ngddi co thu nhap trung binh khd, hgc
vdn td phd thong trung hgc trd xudng vd nhdng ngiidi khong Idm kinh te nhd hiiu tri, ngi trg chiem ty trgng dp ddo
Ly do nghien ciJu
Xay dttng tung cd^ va md rpng
thttdng hieu la mdt trong
nhttng xu httttng ndi bat tua
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
thttdng hieu dtta tren nhan
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
nhan; hinh anh thttttng hieu
va long trung thanh thttttng
hieu Trong dd, Idng trung
thanh thttdng hieu dttttc
khang dinh cd tat ddng manh
nhat len tai san thttdng hieu
tdng the thdng qua ket qua
ciia nghien cttu cua de tai
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
NHTM cd phan d Tp Hd
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
Mue t i e u n g h i e n ciiu
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
Pham vi nghien cufu
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,
Congnghengan hang
Trang 2Ill CONG NGHE NGAN HANG
nhtt vay khai niem thttttng
hieu doanh nghiep ngan hang
va thttdng hieu dich vu ngan
hang la nhtt nhau, d day ta
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
tam d dtt dinh trung thanh
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
Phifofng phap nghien cttfu
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
Cong nghe ngan hang
So 62 •Thang 05/2011
Trang 3CONG NGHE NGAN HANG ill
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%
Ngudn: Tinh todn tU kit qud khdo sdi
Ket qua, d i e n giai n h a n dinh
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,
ddi xttng lai d n h d m t r u n g
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
Cong nghe n g a n hang
Sd62^Thang0.S/2011
Trang 4I l l BAU TI/TAI CHINH
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
thanh d nhdm hoat ddng kinh
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)
Ket luan
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
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
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
%
47,5%
52.5%
100.0%
71.3%
20.2%
5.1%
3.4%
100.0%
10.9%
50.0%
30.5%
8.6%
100.0%
,6%
4.0%
86.9%
8.5%
100,0%
16,6%
48.0%
1,7%
12,0%
,6%
7.4%
2,3%
11.4%
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
%
39.4%
60.6%
100.0%
66.0%
16.8%
8.8%
8.4%
100.0%
14.8%
54.1%
20.5%
10.5%
100.0%
8 %
13.6%
79,7%
5.9%
100.0%
16.3%
38.8%
3.8%
17.5%
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"
Tai lieu tham khao
1 Hodng Thi Phuang Thao - chu nhiem
vd cdc dong tdc gid Hodng Trong, Chu Nguyin Mong Ngoc (2010), Phdt trien
sU do ludng tdi sdn thuang hieu trong thi trudng dich vu, Bi tdi nghien ciiu khoa hgc cdp bo, md sd B2007-09-35
2 Aaker, D.A (1991), Managing Brand Equity, The Free Press, New York, NY
3 Oliver, R.L (1997), A Behavioral Perspective on the Consumer, McGraw-Hill, New York, NY
Nguon: Kit qud tinh todn td 5 khdo sdt
Cong nghe ngan hang