TAP CHf
• . A
an
ISSN - 0866 - 7462
•••••••••
••
an
~014
HA~ING
REVIEft!
NGAN HANG NHA Nude VIET NAM - STATE BANK OF VIETNAM
Chuyen
doi
cac
to
chuc
tai
chinh
vi m6
ban
chinh
thuc
a
Vi~t Nam
THl/CTRANG
vA
KHUYEN NGH!
"
,
-
a

PGS,. TS, Nguyen Kim Anh
NGND,. PGS,. TS, To NgQc Hung
PGS,. TS,To Kim NgQc
PGS,. TS, Nguyen Dlnh ThQ
TS, Nguyen NgQc Bao
TS. Hoang Huy Ha
TS, Phi TrQng Hien
TS, Pharn Huy Hung
TS, Nguyen DOc Huong
.TS, Nguyen Danh LUdng
TS, Dao Minh PhUc
TS, Nguyen Thi Kim Thanh
ThS, Nguyen Thi Hong
ThS, Nguyen Hau Nghia
ThS, Doan Thai SOn
TOASO~N
S6
25
Ly ThuClng Kiet.
quan Hoan
Kiem.
Ha
NOi
E-mail: banbientaptcnh@gmaiLcom
Fax:
(04)
39392192
THY KY -
BI~ T~
DT: (04)

tac d9ng tai
kha nang sinh 10icua cac ngan hfmg
thuong mal Vi~t Nam.
ThS. Tran Vi~t Dung
lit
Cac nhan to' anh huang den
su hai long cua khach hang su
dunq djch vu the ATM cua VCB
Vinh Long.
PG5., TS.Ha Nam KMnh Giao,
ThS. Tran Hong Hai
•. Xay dt,rllg me hlnh ba lap
phong v~ trong cau true quan tr]
rui ro cua cac ngan hang thuang
mal Vi~t Nam.
ThS. Va Thi Hoang Nhi
THI TRUONGTAl CHINH
mJ-
Tal eau true ceng ty chUng
khoan
a
Viet Nam.
TS.Nguy8n Thanh Phuang
DOANH NGHI~PVal NGAN HANG
m
Chuy~n d6i cac t6 chuc tai ehfnh
vi me ban ehfnh thuc
a
Vi~t Nam -
Tht,retranq va khuyen nghi.

Ngan hang Trung QuO'eva bai hoc
cho Viet Nam.
PGS., TS.Kieu Hfru Thi~n,
Th5. Tran Huy TUng
HOCTAp vA LAM THEOTAM GUONG
BAO
DllC
HO CHIMINH
m
Minh kh6ng an thl dong bao an.
TIN TUC
Anh Bia
1:
TiI nay den het
mm
2014, Ngan hang TMCP Ngo~ii thUcJngVi~t Nam (Vietcombank)
danh goi tin dt,mg 3,000
tY
dong cho vay khach hang co nhu cau von mua nha dat, xay sila
nha,
b6
sung von kinh doanh ngan
tun
vo;
Ja;
suat chi tu 7,99%/nam;thOi gian Uu ctai
6
thang
cho khoan vay dUo;
24

Vi~t Nam hien nay
phat tri~n ra-t soi dong, dac biet la
the ghi no noi dia (the ATM) voi hon
50 ngan hang tham gia phat hanh
va hen 200 thuong hieu khac nhau.
Vai dan sO'hen 90 trieu ngLfai va co
du dan sO'tre, Vi~t Nam duoc coi
la th] truong tiem nang cho su phat
tri~n cua djch VI,!hien dai nay.
Ngan hang TMCP Ngoai thuong
Viet Nam (Vietcombank - VCB) la
ngan hang d~u tien va dung d~u
Ci
Viet Nam tri~n khai dich
VI,J
the
- dich vu thanh toan khong dung
ti~n m~t hieu qua, an toan va tien
l<;1inha-t hien nay, c6 san ph~m the
da dang nha-tViet Nam, cha-p nhan
thanh toan ca 7 loai the ngan hang
thong dung tren the gici: American
Express, Visa, MasterCard,
JCB, Diners Club, Discover va
UnionPay, den nay Vietcombank
luon
nr
hao VC1ivi trf d~n d~u v~ thi
ph~n phat hanh va thanh toan th~
tren th] trLfang the Vi~t Nam.

vu
Dich
VI,J
la mot khai niern ph6
bien trong marketing va kinh
doanh, Zeithaml va Bitner (2000)
cho rJng "dich VI,! la nhung hanh
vi, qua trlnh va each thuc thirc
hien mot cong viec nao do nharn
tao gia tr] su dung, lam thoa man
nhu du va mong doi cua khach
hang", trong khi Gronroos (1984)
phat bi~u "Dich VI,! la mot heat
dong hoac la mot chu6i heat dong
It
nhi~u c6 tfnh cha-t va hlnh
,
nhung khong dn thiet, di~n ra
trong cac m6i
nrong
tac giua khach
hang va nhan vien dich VI,!va/hoac
cac ngu6n
hrc
vat cha-t hoac hang
h6a va/hoac cac h~ thong cung ung
dich Vl,ldLf<;1Ccung dp nhu la cac
giai phap giai quyet cac va-nd~ cua
khach hang".
Dich vu ngan hang n6i chung

tU
dich
VI)
va
mong dQi cua khach
hang. Zeithaml & Bitner (2000)
cho rang gia ea cua dich
Vl,J
c6 th~
anh hLiang ra"t Ian den nhan thuc
v~ cha"t 111<;1ng
dich
VI) ,
su
hai
long
va
gia trio
Cha"t
luong dich
VI)
la nhan
t6tac
dong nhi~u nha"t den
su hai
long
cua
khach
hang (Cronin & Taylor,
1994). Neu nha cung ca"p dich

N6i
each khac,
cha"t
luong
dich
VI)
va su hai
long cua
khach
hang c6 quan h~ tuong h8 chat che
voi nhau (positive relationship),
trong d6 cha"t ILi<;1ng
dich
VI)
la cai
dLi<;1ctao ra tnroc va sau do quyet
dinh
den
su hai
long cua
khach
hang. M6i quan h~
nhan
qua giaa
hai yeu to' nay la va"n d~ then ch6t
trong h~u het cac nghien cCtuv~ su
hai
long cua
khach
hang.

xay
dung
rno
hinh
khung nghien cuu su hai long cua
khach
hang su
dung dich
VI)
the
ATM,
bai
viet nay
dua vao
mo
hinh
thanh
qua earn
nhan -
thang do
SERVPERF c6 hieu chlnh phu
hop
linh
vue
nghien cuu d~ xay dung
rno
hlnh nghien
cUu (hlnh 2).
Chit
hrfllg

ciia
khach
hang
SDDVthe
ATM
I
PhU'OUgtifn
hihI hinh
Hifu qua phuc
V1}
S\fdam bao
Giacs
khac
nhau v~ cha"t
luong dich
Vl,J,
American Society for Quality
(ASQ) cho rang "Chat ILi<;1ngth~
hien slj vl1<;1ttroi cua hang h6a va
dich
Vl,J,
d?c biet dat den rrurc do
rna ngl1ai ta c6 th~ thoa man rnoi
nhu du
va
lam
hai
long
khach
hang". Theo Parasuraman

VI),
goi
t~t la SERVQUAL, duoc nhi~u nha
nghien cCtudanh gia la kha toan
dien (Svensson, 2002).
Cha"t 111Qngdich
Vl,J
the la kha
nang dap Ctngdich
VI)
the d6i vai
slj mong
doi
cua
khach
hang su
dung
the, hay n6i theo
each khac
la toan
bo nhang
hoat
dong,
loi
Ich
tang them ma ngan hang mang lai
cho
khach
hang nharn thiet I~p,
orng cO' va rna

sanh su khac biet giaa nhang gl ho
nhan duoc so vai rnong doi truoc
d6 (Oliver, 1993). COng tren quan
di~rn nay, Kotler (2001) cho rang
su hai long dl1<;1cxac dinh tren co
11-
KET
auA
PHAN riCH
1. Thong tin chung v@ m~u
nghien
coo
CUQc khao sat duoc thuc hien vai
T~P CHi NGAN HANG
I
S616
I
THANG8/2014
G
t;i::::iJ
0
CONG NGH~ NGAN HANG
Bang
t:
BaG
diem mau khao sat
Mau n 779
£lAC£lI~M
Tan 56
Tvle%

Sinh vien, hoc sinh
103
13,2
13,2
Cono nhan, lao dona pho thono
358
46,0
59,2
CBCNV
216
27.7
86,9
Noi tro
25 3,2 90,1
Mua ban
72
9,2
99,4
Khac
5
,6
100,0
Thu nhao truno binh 1 thana
Dliai 3 trteu 159
20,4
20,4
T1I3 den 5 trieu 299
38,4
58,8
TlI 5 den 10 trieu

105
13,5 13,5
Tir l den 2 narn
171
22.0 35,4
T1I2 den 3 narn
273 35,0 70,5
Tren 3 narn 230 29,5
100,0
Bang 2'
BaG
diem su dung the
£lAc £l1~M
Mau n= 779
Tan 56
TYI~%
%Tfch IGv
Muc d¢ dunq the
Thllanq xuven
229
29,4 29,4
1 lan/ tuan
241
30,9
60,3
T1I2 den 3 tuan/lan
163 20,9 81,3
1 thana!1an
146
18,7 100,0

bang
cau hoi, phuong phap
chon m~u thuan tien. Sau khi thu
v~, loai di cac phieu tra loi
khong
dat
yeu du va lam
sach
dCt
lieu,
m~u nghien cuu can lai dua vao
phan tich la
779
quan sat, voi
mot s6 d~c di~m chfnh nhu trong
bang 1
va
bang 2.
Viec phan tich duoc thuc hien
bang phan tfch Cronbach's alpha,
phan
tich nhan
t6 kharn pha
(exploratory factor analysis- EFA),
phan tich nhan t6 kh~ng dinh
(confirmatory factor analysis- CFA)
G
T~P CHi NGAN HANG I S616 I THANG 8/2014
va
mo

30
bien quan sat
can lai diroc dua vao phan tfch
EFA I~n cu6i cung cOng cho ra
ket qua
6
yeu t6 trfch t?i gia
tr]
Eigenvalue
=
1,023
voi
phuong
sai trfch la
67,166%.
H~ so
KMO
=
0,883
nen
EFA
phu hop
voi dCt Ii~u thong
ke,
Ket qua
th6ng ke Chi -
blnh phuong
cua ki~m dinh Bertlett dat gia
tr]
14361,018

qua
phuc
vu va
su
dam
bao
gom
lai thanh 1
nhan
t6 g6m 6 bien quan sat moi
va diroc d~t lai voi ten la "An toan
hi~u qua"
va duoc
rna h6a ATHQ.
Thanh phan do ILfong cac nhan
to can lai v~n giCt nguyen. Thang
do c6 bien quan sat do
phan
tfch
EFA b] loai va thang do thay d6i
do phan tfch EFA duoc tinh lai
Cronbach's alpha
(0,895) va
cOng
dat yeu du v~ do tin C?y.
Ph an
tlch nhan
t6 doi voi
sir
hai long khach hang, ket qua

REL1 19,3402
10,590 ,664 ,848
REL2
19,3659
10,258
,704
,841
REL3
19,3235
10,247
,690 ,843
REL4
19,2580
10,346
,613
,857
REL5
19,2580
10,156 ,701 ,841
REL6
19,2632
10,264
,639
,852
ISI,Id6ng earn (EMP), alpha
=
0,866
EMPl
15,1065
8,591 ,646 ,848

10,014 ,670 ,853
TAN4
20,0359 10,279
,670
,853
TANS
20,1297 10,023
,699
,848
TAN6
20,2234 9,829
,656
,856
Hi~u qua
phuc vu
(RES),alpha
=
0,856
RESl
15,2606
7,864 ,692 ,821
RES2
15,2606
7,694 ,752 ,805
RES3
15,1117
8,652 ,528 ,862
RES4
15,3697 7,771 ,676 ,825
RES5

=
0,892
PRI1
6,9525
2,482
,771
,860
"
PRI2
6,9705
2,437
,820 ,818
PRI3
6,8678
2,480
,773
,859
M~ng ILlaihoat d9n9 (NET), alpha
=
0,870
NETl
10,8909 5,969
,695 ,845
NET2
10,9807
5,710
,725 ,833
NEn
10,9961 5,672 ,739 ,827
NET4

EFA cua
thang
do
rnuc
dQ
hai long cua
khach hang
Thanh phan
1
SAT4
,821
SAT2
,785
SAn
,783
SAn
,747
Nhu
v~y, vai
ta't ea cac ke't qua
thu duoc tU do tin c~y Cronbach's
alpha va ph an tfch nhan t6 kharn
pha EFA
(j
tren cho tha'y thang do
cac khai
niern
nghien
CUu
d~u dat

hCtuhlnh,
su dong
earn, mq.ng luai,
gia ea
dich
Vl,J
earn nh~n
va
1
bien
phu thuoc
la
su
hai
long
cua khach
hang.
4. Phan tich nhan
to'
kh~ng dinh
CFA
- Kiim djnh
sL/
phil h{lp
cua
mo
hinh
Mo
hlnh
do

giCta cac khai niern (bang 6) cho
cbung
ta tha'y
cac
he 56 nay nho
hon 1 (co
y
nghia th6ng ke), VI
v~y,
cac khai niern an toan hieu qua,
su
tin c~y, phuong tien hCtuhlnh, slj
d6ng earn, rnang luai, gia ea
va
slj
hai long dat gia tr] ph an biet.
- Chi trj h9i t'l
Hon
nCta,
cac trong 56 d~u dat
tieu chuan
cho
phep
>
0,5 (bang 6)
va d~u co
y
nghia th6ng ke cac gia
tr]
p <1 0% d~u

vai
nhau,
T~P
CHiNGANHANG
I s6
16
I
THANG
8/2014
G)
••••0
CONGNGH~ NGAN HANG
Bang 4' Ket qua phan
nch
nhan to cac thanh phan tac dong den SHL
Bien quan sat
He so tai nhan to cua cac thanh phan
1 (ATHQ)
2 (PTHH) 3 (DTC) 4 (ML)
5 (SDC)
6 (GC)
ASS1
,822
ASS2
,801
RES4
,761
RES2
,761
RES5

,762
EMP3
,750
EMP1
,699
EMP5
,635
PRI2
,897
PRI3
,776
PRl1
,763
Eiaenvalue
9,226 3,078 2,956 2,174
1,654 1,023
Phuono sai trfch
30,887
41,146 50,998 58,244 63,756
67,166
Cronbach's alpha
0,895 0,873 0,869
0,870 0,866
0,892
do do tap bi~n quan sat dat tfnh
don nguyen (Steenkamp
&
Van
Trijp, 1991).
- Ciii trj phan bift

G
T~P
cHi NGAN HANG
I
s616
I
THANG
8/2014
- Kiim djnh d9 tin c~y tOnghiJp
va phLidngsai trich
Do tin e~y t6ng hop Pc va
phuong sai trfeh Pvc
diroc
tfnh tren
co
sa
trong 56 nhan t6 uae IU<;lng
trong me
hlnh
CFA cua cac thang
do. K~t qua trong bang 9 eho
tha'y, cac thang do d~u dat cac
yeu du v~ do tin e~y t6ng hop
(Pc> 0,5), phuong saitrfch cua cac
thanh phan dao dong
tU
49% d~n
74%. Trong do, co thanh phan co
phuong sai trfeh nho hemyeu du
la thanh phan (PTHH) vai phuong

RES5< antoanhieuqua
0,789
RES4< antoanhieuqua
0,789
RES2< antoanhieuqua
0,732
RES1< antoanhieuqua
0,673
REL6< dotincay
0,655
REL5< dotincav
0,707
REL4<-dotincay
0,694
REL3< dotincay
0,777
REL2< dotincay
0,734
REll < dotincav
0,676
EMP1< sudonqcam
0,713
EMP2< sudongcam 0,820
EMP3< sudongcam 0,815
EMP4<-sudonqcam 0,729
EMP5< sudongcam
0,640
NET1<-mangluoi 0,695
NET2<-manqluoi
0,704

blnh
phuong/df
= 2,496 < 2,5 va
RMSEA
=
0,044 < 0,08. K~t qua
SEM eho tha'y me
hlnh
nay dat
diroc
do urong thfch phu hop voi
dCt
li~u
thj
truong (hlnh 5).
K~t qua uae IU<;Ingchua ehu~n
hoa cua cac tham 56 ehfnh trong
mo hinh Iy thuy~t dU<;Ietrlnh bay
(j
bang 10 eho biet m6i quan h~ giCta
bi~n doc I~p va bi~n phu thuoc e6
y nghTath6ng ke hay khong va cac
h~ 56 ehu~n hoa duoc trlnh bay
eho bi~t rrurc do tac dong giCtacac
bien doc I~p va bi~n phu thuoc.
(Bang 10) (Hlnh 5)
K~t qua nghien cuu cho tha'y
khong co su tac dong cua bi~n
phuong tien hCtuhlnh (PTHH) va
an toan hieu qua (ATHQ)

khach hang
SU
dung the ATM cua
~~t'combank (hay kha nang giai
tnfcheua 2 bie'n nay la ye'u nhat).
Cac yeu to' gia ca (GC), mi:;mg luai
(ML), dO tin cay (OTC) va slj d6ng
,(am (SDC) e6 tac dong de'n su hai
Iqng cua khach hang, trong do bie'n
GC e6 tac dong manh nhat.
Kilm djnh
mo
hinh If thuytt sau
/chi
hi~u chinh
. Mo hlnh
nghien
cUu
sau khi hieu
€hTnh nhu
hlnh
4. Khi d6, slj hai
long cua khach hang
SU
dung dich
vu the ATM chl bao g6m 4 thanh
ph~n la: (1) Gia ca (GC); (2) Mang
Iuai (ML); (3) Do tin c~y (OTC) va
(4) Su d6ng earn (SOC). Slj hai long
cua khach hang (SHL) duoc danh

hop
vai du
li~u thi
truong
th~ hlen
a
bang 11.
Cac h~ 56
uac
luc;1nggiua cac
thanh phan
trong mo
hlnh
d~u Ian
hon 0,9 va gia tr] p cua cac
uac
IU<;Ingnay nho hem 0,05. Nhu v~y,
4 gia thie't d~u ducc chap nhan,
(Bang 12).
Va
cac
trong
sO'
chua
chufn
h6a d~u mang da'u
duong
cOng cho tha'y cac bie'n gia ca,
m<;lngIuai, do tin c~y
va

nhu
giua
cac nh6m tueli, giua cac nh6m c6
thu
nhap khac
nhau.
III·
DE XUATmAl
PHAP
1. Ve'uto'
Gici
ea earn
nh~n
c6 tac
dong manh nha't so vai cac ye'u to'
khac
den
su
hai long
khach
hang vi
c6 h~ sO'Beta (vai ~ = 0,317). Tuy
nhien, rmrc do danh gla cua khach
hang d6i voi ye'u to' nay theo gia
tr] trung
blnh
la tha'p nha't (gia tr]
trung blnh cua gia ca earn nhan =
3,4651). Nhu v~y, khach hang su
dung dich vu cua ngan hang xem

0,103 0,045 0,897 19,778
0,000
antoanhieuqua< >suhailong
0,150 0,045 0,850 18,855 0,000
antoanhieuqua<->giaca
0,176 0,045
0,824
18,358 0,000
doti ncay< - >sudongcam
0,151 0,045 0,849 18,836
0,000
dotincay<->mangluoi
0,108 0,045 0,892 19,678 0,000
dotincay<->suhailong
0,158 0,045 0,842 18,701 0,000
dotincay<->giaca
0,172 0,045 0,828
18,434
0,000
sudongcam<->mangluoi
0,149 0,045 0,851 18,875 0,000
sudongcam<->suhailong
0,163
0,045
0,837 18,606
0,000
sudongcam< >giaca
0,207 0,045
0,793
17,777

Estimate
antoanhieuaua<->dotincay
0,482
antoanhieuqua<->sudonqcam 0,396
antoanhleuquac-c-manqluol
0,276
antoanhieuaua<->suhailona 0,373
antoanhieuqua-c-c-qlaca
0,400
Dotincavc-c-sudonocarn
0,500
Dotincay<->mangluoi 0,315
Dotincavc-c-suhailono
0,429
Dotincav-c-c-olaca
0,428
sudonacam<->mangluoi
0,452
sudongcam<->suhailonq
0,461
sudonqcamc-c-claca
0,536
manaluoi< >suhailong
0,566
manctuolc-c-otaca
0,680
phuonatienhuuhinh<->antoanhieuqua
0,295
phuongtienhuuhinh<->dotincay
0,364

0,85
0,49
Di;lt
theATM
5Vdana earn
5 0,866 0,86 056
yeu
Mana Ivai
4
0,870
0,86 0,61
cau
Gia cci
3
0,892
0,89 0,74
Su hai lono
4 0,827 0,86 0,61
Bang 10: Ket qua kiem
dinh
m6i quan he giua cac khai niern SEM (chua chudn h6a)
Moi quan h~ Estimate
5.E.
c.R.
P
suhailong<-antoanhieuqua
0,084
0,044
1,903
0,057

hang
kha phu
hop. Ngoai
ra,
cac
ngan hang cung
c6 th~ gia tang
su hai
long thong
qua
viec
mi~n glarn
cac
phi
dich
Vl,l
nhu
mi~n phi
dich vu phat hanh
the,
ma
tai khoan va
the thanh
toan,
mi~n phi chuy€n ti~n
tren
mi,lng, mi~n phi rut ti~n
tai
may
ATM

hai
long VI lai sua.'tti€t
kiern tha.'p duoi 9%
nhung
lai sua.'t
yay cao. Cho
nen
M
nang cao mCic
d<)
thoa
man chung v~ gia
ca ngan
hang dn
nghien
cCiu
cac
giai
phap
sau:
- Giarn cac loai
phi su dl,lng the
ATM cho
khach
hang: phi
phat
hanh,
phi
thucng nien,
phi rut

han
cho
cac
56 du tU 1 thang tra len:
- Xu
19
nghiern truong
hop cac
don
vi
chfp
nhap
the thu them
phu
phi
cua
khach
hang.
2.
ve'u to'
M~ng
Iu'oi
hoat
dQng
c6
tac dong
rnanh
thu hai so voi cac
y€u t6 khac d€n su hai long khach
hang VI c6 h~ 56 Beta Ion (voi

-1220,4(l4 ; <11=489;
p ooo :
Ch • •
quar ••
ldf-2A·95 :
TU-,948 ;CFI=.955 ; .
RMSEA
044 .
Hlnh 6: Ket Qua
SEM
cua me hinh
Iy
thuyet sau khi hi~u chinh (chuan
noa)
Chi-square •• •
65.9-42 ;
df=186
i
p:a.ooo ;
Chi-square/df=2.505 ;
TlI=_965 ; CFI=.972 ;
RMSEA
0«
rnat va phat
tri~n h~ th6ng thanh
toan
qua
pas
duoc
chlnh

phap
sau:
- Tie'p tuc phat tri~n mc;tng ILloi
ATM, may
pas
cua Vietcombank
tren dia
ban
tlnh
VTnh Long v~
vung nong
than,
phu hop
voi
chlnh
sach phat
tri~n the
tai cac huyen,
khu cong nghiep, ti~u thu cong
nghiep trong tlnh, baa dam khoang
each
ban kfnh cho
khach
hang su
T~P
CHi NGAN HANG
I
s6
16
I

Tronq 56
Ketqua kiem
thuyet
M6i quan h~
Beta chuan
S.E.
C.R.
P
a!nh gia thuyet
h6a
H7 suhailong< giaea
0,317 0,070
9,821
0,000
Chap nhan
H6
suhailong< mangluoi 0,235
0,071 10,734 0,000
Chap nhan
H2 suhailong<-dongeam
0,139 0,073 11,858 0,000
Chap nhan
H4
suhailong< dotineay
0,135
0,073
11,906
0,000
Chap nh~n
dung dich vu khong

3,7967).
Nhu v~y, su hai long cua khach
hang cOng b] chi ph6i bai su d6ng
earn cua ngan hang.
Nhln chung, cac ngan hang hien
nay chua tao duoc slj d6ng earn,
quan tam nhieu cua khach hang,
VI
v~y, dn thuc hien cac giai phap
sau:
- Nhan vien phai thuong xuyen
quan tam, cham sac khach hang,
tao cho khach hang vui ve, than
thien hem va qua do, giup ngan
hang hi~u them duoc nhu du,
mong mu6n cua khach hang d~ co
th~ dap ung ducc mot each tron
ven va d~y du nha't hay hem nua
la ban them cac san ph~m dich vu
giup gia tang doanh thu, I<;Iinhuan
cho ngan hang;
- Ngan hang phai co chfnh sach
LiU
dai cho khach hang than thie't,
khach hang lau narn, khach hang
VIP nhan dip cac ngay I~ lon, sinh
nh~t khach hang (mi~n phf dich
G)
!~P cHi NGANHANG
I s6

khach hang d6i voi ye'u to' nay theo
gla
tr]
trung
blnh
cOng
kha
cao
(mean
=
3,8603), cac nha quan tr]
yeu du cac ph~m cha't can co cua
nhan vien ngan hang nhu dn than,
cham chi, nhanh d~ xu
Iy
giao dich
chfnh xac tranh sai sot, thuc hien
dung nhung gl da hua nharn dat su
tin c~y cua khach hang. Mu6n v~y,
dn thuc hien cac giai phap sau:
- Ngan hang phat tri~n them
nhi~u tien
Ich
cho khach hang khi
su dung the ATM (vua rut ti~n, mua
hang, chuy~n khoan, thanh toan
ti~n dien, ruroc, dien thoai );
- f)~u tu phan rnern cong ngh~
hien dai d~ xu
Iy

hang
ca nhan
co
su
dung dich vu
the ATM
cua
VCB
VTnh Long
nen chua
mang tfnh
khai
quat
cua
m~u
nghien
cUu.
Thu ba, viec
nghien CUuchi
thuc
hien
d6i voi VCB,
can
co nhung
nghien
CUu
khac thuc hien
voi
cac
nhorn

versus SERVQUAL: Reconciling Performance-
Based and Perceptions-Minus-Expectations
Measurement of Service Quality", Journal of
Marketing, 58(January), pp. 125-131.
2. Gerbing, D. W.
&
Anderson, J. C. (1988),
"An Updated Paradigm for Scale Development
Incorporating Unidimensionality and Its
Assessment", Journal of Marketing Research, 25
(May), pp. 186-192.
3. Gronroos C. (1984), "A service quality model
and its marketing implication", Eupropean journal
of marketing, Vol. 18, No.4, pp. 36-44.
4. Kotler P. (2001), Marketing Management, ban
dlch cua VOTrong Phl,mg,Nha xuat ban Th6ng ke.
5. Oliver, R. L (1993), "Cognitive, Affective,
and Attribute Bases of the Satisfaction Response",
Journal of ConsumerResearch, Vol. 20, No. 3:418-
430.
6. Parasuraman A., Zeithaml V.
&
Berry L.
(1985), "A conceptual model of service quality
and its implications for future research", Journal of
Marketing, 49: 41-50.
7. Parasuraman, A., VA Zeithaml,
&
L. L.
Berry (1988), "SERVQUAL: a mutttiple-item scale