BăGIÁOăDCăVĨăĨOăTO
TRNGăIăHCăKINHăTăTHĨNHăPHăHăCHệăMINH

ĨOăTHÚYăHI

SăHĨIăLọNGăCAăKHÁCHăHĨNG
VăDCHăVăTINăGIăTITăKIMăTIă
NGỂNăHĨNGăTHNGăMIăCăPHNă
CỌNGăTHNGăVITăNAMăTRểNăAăBĨNă
THĨNHăPHăHăCHệăMINH

LUNăVNăTHCăSăKINHăT

TP.ăHăChíăMinhăậ Nmă2014
BăGIÁOăDCăVĨăĨOăTO
TRNGăIăHCăKINHăTăTHĨNHăPHăHăCHệăMINH






TP. H Chí Minh, Ngày 29 tháng 5 nm 2014.
 ƠoăThúyăHi
MCăLC

TRANGăPHăBỊA
LIăCAMăOAN
MCăLC
DANHăMCăCÁCăCHăVITăTT
DANHăMCăCÁCăHỊNHăV,ăBNGăBIU
PHNăMăU 1
CHNGă1ăCăSăLụăLUNăVăSăHĨIăLọNGăCAăKHÁCHăHĨNGăVă
DCHăVăTINăGIăTITăKIM 5
1.1ăCăsălỦăthuytăvădchăvăngơnăhƠng. 5
 5
 6
 8
1.1.4 10
1.1.5  17
1.2ăDchăvătinăgiătităkimăcaăngơnăhƠng 19

KTăLUNăCHNGă2 41
CHNGă3ăÁNHăGIÁăS HĨIăLọNGăCAăKHÁCHăHĨNGăVăDCHăV
TINăGIăTITăKIMăTIăNGỂNăHĨNGăTMCPăCỌNGăTHNGăVITă
NAMăTRểNăAăBĨNăTP.HCM 42
3.1ăLaăchnăphngăphápănghiênăcu 42
 42
 43
3.2ăQuyătrìnhănghiênăcu 43
3.3ăMôăhìnhănghiênăcu 45
 45
 46
i lòng 49
 49
3.4 Thuăthpădăliu 51
3.5ăăPhngăphápăphơnătíchădăliu 51
 51
 51
3.6ăPhơnătíchăthngăkêămôăt 52
3.7ăPhơnătíchănhơnătăkhámăpháă(EFA) 58
3.8ăKimătraăđătinăcyăcaăthangăđoă(HăsăCronbachăAlpha) 58
 58
 khám phá
(EFA) 60
3.9ăPhơnătíchăhiăquy 61
3.9.1 Hàm hi quy bi có dng 61
3.9.2 Kt qu phân tích hàm hi quy 61
KTăLUNăCHNGă3 67
CHNGă4ăGIIăPHÁPăNỂNGăCAOăSăHĨIăLọNGăCAăKHÁCHăHĨNGă
Vă ă DCHă Vă TINă GI TITă KIMă TIă NGỂNă HÀNG TMCP CÔNG
THNGăVITăNAM TRểNăAăBĨNăTP.HCM 68

DANHăMCăHỊNHăVăVĨăBNGăBIU

HỊNHăV

 10
 15
 44
Hình 3.2 Mô hình nghiên cu s hài lòng v dch v tin gi tit kim 46
 60
BNGăBIU


33
 34
              
TP.HCM 35
              
TP.HCM 36

 49
 53
 53
 54
 54


1
PHNăMăU
1. Vnăđănghiênăcuă
         

nh thành

 


          
           
 


       . Vì vy chi    n
 thành chic quan tru ca các ngân hàng. Vi
mnh, phát trin và cnh tranh trên th 
        p các sn phm dch v 
dng.

NHTMN

quan tngân hàng 

mà các ngân hàng 

kim ta bàn TP.HCM.
- Kin ngh mt s gii pháp nhm nâng cao s hài lòng ca khách hàng
i tin chng dch v khi khách hànn giao dch tin gi tit kim
ti a bàn TP.HCM.
3. Cơuăhiănghiênăcu
 tài tp trung vào câu hi nghiên cu ni dung sau: 3
- Nhng nhân t nào ng trc tin chng dch v tin gi tit
kim ta bàn TP.HCM ?
- nh ng ca các nhân t n s hài lòng ca khách hàng ?
- nh hài lòng ca khách hàng v dch v tin gi tit kim ti
a bàn TP.HCM?
4. PhmăviăvƠăđiătng nghiên cu
   và các nhân
  
bàn TP.HCM.

bàn TP.HCM.
5. Phngăphápănghiênăcuă



 

                

T



TP.HCM.

 n TP.HCM.
i pháp nâng cao s hài lòng ca khách hàng v dch v tin
gi tit kim ta bàn TP.HCM. 5
CHNGă1
CăSăLụăLUNăV
SăHĨIăLọNGăCAăKHÁCHăHĨNGăVăDCHăVăTINăGIăTITăKIM
1.1ăCăsălỦăthuytăvădchăvăngơn hàng.

 hàng hóa
 


Zeithaml, Valarie A. và Mary Jo Bitner (2000), d v là nh hành vi,
quá trình, cách thc tc  mt công  nào ó nh  giá  s ng cho
khách hàng làm tha mãn nhu cmong i ca khách hàng.
Theo Kotler và Amstrong (2004), d v là nhng hot ng hay li ích
mà doanh nghi có th cng hi cho khách hàng nh tht  cng c và m
rng nhng quan h và hp tác lâu dài vi khách hàng.
               

.

,
(3) Tính không th tách ri (inseparability)



(4) Tính không lu gi đc (perishability): 



(5) Tính đng thi (simultaneity): Sn xut và tiêu dùng xng thi
(6) Không th hoàn tr 

(7) Nhu cu bt đnh so
 7
(8) Quan h cá nhân       

 


(9) Tính cá nhân           

(10) Tâm lý (mentality)
khách hàng.


ngang.



Peter S.Rose)

 



Theo Parasuraman &          




        


 

lòng. 9




 
  

 ngân hàng và


- 4 - 3
 2 cách - 1



- 5



khách hàng

hàng

ng



Parasuraman &  
          
12
                  


sau:
CLDV = F((KC_5 = f (KC_1, KC_2, KC_3, KC_4)

,5.
Parasuraman &       B     
:
1. Tin cy (Reliability): N
u tiên.
2. áp ng (Responsiveness): N

3. Nng lc phc v (Competence): N    
 


4. Tip cn (Access): L          




5. Cm thông (Empathy)     
khách hàng.
1.1.4.2 MôăhìnhăchtălngădchăvăSERVPERF
 
mô hình SERVPERF  SERVQUAL.
Cr

Chtălngădchăvă=ăMcăđăcmănhn 14
ô hình  


Theo mô h
                



 

1.1.4.3 MôăhìnhăchăsăhƠiălòngăcaăkháchăhƠng (SCI model)


             
 







      c ngân


Sămongăđiă(Expectations)

        





(Image)

(Expectations)

-
(Perceved quality-Prod)
-
(Perceved qualityServ)

(Price)


(Perceived
Value)






Tăsutăvay

         

