


ĐẠI HỌC HUẾ
TRƯỜNG ĐẠI HỌC KINH TẾ
KHOA QUẢN TRỊ KINH DOANH
CHUYÊN ĐỀ TỐT NGHIỆP
Đề tài:
Đánh giá mức độ hài lòng của khách hàng cá nhân đối với
sản phẩm thẻ Connect24 tại Ngân hàng Thương mại cổ phần
Ngoại thương – Chi nhánh Huế
  !"
#$%&'()#$%#*+
,
'-'.,
'-'.



HUẾ, 2/2015
DANH MỤC CÁC CHỮ VIẾT TẮT
,)/'01/23'4554603470689)
:);';<=>?@
A)BC1B4!4635D4E464E427F!6G5H30I)
J)'0KL'<0M)
N)OP1464QRE35446235SOP4623570>T9
U)V'WX;YL!3L )
Z)'O)['L[
\)]1'4^_224635]3_R6B6463!4R4327142H3_7
KL'0OM<32
`)32

|€;2d9L5}j3_LK Epz2@4:J
MKL'<2MWYM<S[•)
A
'-'.A
'-'.



:) Mục tiêu nghiên cứu
2.1 Mục tiêu chung.
;EL5}j3_LK Epz2@4:Jj3
42H3_)'Xx3Kik363p‚2K3>
5gyK3EL5}j3_L Epz2@4:J
6t3 )
2.2 Mục tiêu cụ thể
w3[pr[EL5}j3_L Ep
z2@4:J)
•=[pr[EL5}j3_L Epz2
@4:Jj3KL)
;5t2d99j3[@4:Jj3KL)
3. Đối tượng và phạm vi nghiên cứu
Đối tượng nghiên cứu:
Đối tượng nghiên cứu: L5}j3_LK Epz2'@
4:Jj342H3_)
Đối tượng điều trafLG_L  Kh L 3Es!F@
4:Jj342H3_6=3HL'O)#ƒ
Phạm vi nghiên cứu:
Phạm vi thời gian:E5d>qHKL6A-2:a,:„:a,JQ
E5E<>g?63E56Je:a,N
Phạm vi không gianMKL42H3_Q[Q'O)[

1,`\\Q,``,75L>{g>k3632XudEL5}j3_
L!=F@42H3_4:J)3LEpr2Mj3>
5g!=F[EL5}_L2LpE‡5?632Xud
L)
5.1. Thiết kế nghiên cứu.
„‚2px[2FL9!d L€;EL
5}j3_LK @4:JMKL'<2MWY
N
'-'.N
'-'.



M<S[•QdLEs!F3<5Ld
=iLd=5g)
+ Phương pháp định tính;gEs!Frt_ˆYj3x6ud
‚2?L532_pLXqGtw2X
Y);ot[L63s,N_Lk6<Er
wFFmK!<Er5.[Ld)
‰Phương pháp nghiên cứu định lượng{_I??!G563
4Hp~QLEs!F_n?63|2""KY_[g 
_n?|2""=3)n35LqWkduw23
gdL:w2~w5Lw2_L6=3HLL[
LL=3HLL[1/}3Q<E<Q<6L))7Qqw3 
<63Lw2~4{?6 E5gX)3wEs_n
?|2""=3[L63 E2"g5>4<
iŠ2"62Xud)
+ Phương pháp tính kích cỡ mẫu nghiên cứu:'62Xudj3
363E6323>5g!=FuEH[x3E5L::)'4_n?63|
2"dj3361,``\7kwkKiK_2Y?!G



5.3 Xử lý số liệu.
a. Một số phương pháp được sử dụng để phân tích dữ liệu:
„G5E3_?gE‡ms5.H‚4m45LY2EEE,U)a
„f?HpYEk5L2EM!G56 _3LKiL2Xp2"
4d iQWQQ?LQ)))
„E?6H3/53O<L!{k5MH[_X
{gQM[H[66x6udL9?j33
Xx3E?6H3353)E6H33535L29T_k2=
_2d9l‡2L2F~63<x3 3)w
GH[wE<x3W142„35664537~<aQAE‡H=5M)'4
x u29?g2F~!k5tg5LpwE
6H33535 <lH‚aQ\Q3wE6H3353qaQZ[aQ\
5LEs!Fg)ywLd=6‚6H3353qaQU6r55Lw
kEs!Fg66tg_23d5L2 l2  
t6p5t6Hpd1355Q,`Z\ŽO446EQ,``JŽ5346Q,``N7)
„OKiK_2CB/1Cm5636B36/35EE73_
9?j33H‚E6H3353L5MH[_Xp2Hp9
?QH[}5ME‡g3LKiK_2‚22Fi
~Lw2•!G5)O<L6>wim=?gH[Y
[>dLgEs!Fku22x3G3H[ 3)
„32E_6KiK
'6KiK_2Q6=E0P13E46„0446„P5_75L…E
!{km42mTEigj3KiK)'6=E0Ppw6=6
`
'-'.`
'-'.



'-'.,a
'-'.



aQZ’6H3‘/3’aQU'3>?g[5t_2
2 )
s!F_k2= 6=6Huj3WkP4„3254'„'4EQ _k2=
P4„“3/P/Q_k2=25G33H[=!3)
k2=6=6Huj3WkP4„3254'„'4E)
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a
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•HH~p[
)”aQaN]H~p[a)
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≥
aQaN3w<ErHH~p[a)
k2=EH‚3j3:6HuWk)
„p[
a6=6Huj3:Wk5L3)
,6=6Huj3:Wk5L_3)

6. Ý nghĩa của đề tài
[xpdj35?-E‡5tg2d9L5}j3_
L  !=F@4:Jj342H3_Žu263KLx36|
x[=EL5}wŽEEE3ij3_L !F@29E
KL_qwwYiLK3EL5}j3_Lk
@4:Jj342H3_)u[E‡-t-5M63j3K
L6_[6kL9?EK69 _[[ )
,:
'-'.,:
'-'.



CHƯƠNG 1
CƠ SỞ LÝ THUYẾT VÀ CÁC MÔ HÌNH NGHIÊN CỨU
1.1 Một số khái niệm về NHTM và thẻ
1.1.1 Khái niệm NHTM
„'06 5L29Wd63Lid-
63G333H629M9Li>=)w_Q
63Li5L29Wd•6g_5KkG3t3
Lt34<d[)L3QWd63LiL
H3o2'0ŽWdX9Q9ŽWdi!FLŽ<=
>LiL2X ŽXHpk2ŽxI•6gŽxI6iQ)))'0wk
=n3<p5LWdM9_!3>Epz2Q!=F
KLku2_[25g?)?wkw'05L5MuWdLi
>29!32FL!=FLi3!M>„lH5Li!FQ[_2
L!=F3SLd-Li>E H>_ˆ29W
d63LiL6_[)'0hw5=Es6kLF
[_•Lh6kx3uQ4m LL2r69)2r
69kr5g!=FQx2X!=FLrE5369g63L2|H

_2 29!M_3uK5L29<d
32LtErG@wk!{k3Lw3Q!=F368
M<=>?@3r2689)
Thẻ ghi nợ (Debit card):;K5L5M@wx36[L•5 L
_pslL_p4_)fM@L_23GLw3Q!=FQ
6=G3!=E‡g_>6q35?dLL_pj3j@Xx3
G[H=slMs3LQ_EMQ—Lotw3LL
_pj3s3LQ_EMw)'@g}3gEs!Fk682lM
2689)'t@g_XwM2di!FuwF9L
E!M6L_pj3j@)j@…6M22uw) 
i>?Q@gtg>_LwE!L_ps
tm!˜)'Q{4E~3?j3j@LKL
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'-'.



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@292d>1gxEw6L_p7) ud>Q
@gh8KQ!3g>29_pi!F•M2L
_XY5L2jF)
w35M@g<Hp
'@„545L@g2L6=G3!=g_>6q35?d
LL_pj@)
'@RR„545L@g2L6=G3!=E‡g_>6qLL
_pj@E3wLL)'@6 1@9=37fL@g MEs
!F6M229x3Q!?o3!=p5LoHpj3
 w)fM@LywX!FG5M@_QM
9j3w<pHrw…!29Wd3!29KLLq

p6Gt2LKLws3)0g>MlHQ62w2L
u~k=XLwHLi2k?Em>T)3_
rXQ2E‡?g6p5t6[q6K2ms5.>T)
1.2 Lý thuyết sự hài lòng và các mô hình
1.2.1 Khái niệm sự hài lòng và chất lượng dịch vụ
a.Sự hài lòng của khách hàng
L5}j3_L{9Lxp35gij3Epz2!=
F235ME Gu2L|3_ˆ|)LwkwG>9L
5}_3)[xpEpz2!=F235M><E _ˆ|Q_
LE‡H>2h)[xpEpz2!=F_  _ˆ|Q_LE‡L
5})[xpEpz2!=F235M3<_ˆ|Q_L6>L5}
L6>2q)'[_LuL_ˆ|j3|63E3™_ˆ|
!36_26 Kj3_LQ._[j3HMHšLXqL
[=)KLp?6|k3632d_ˆ|8)[3632d_ˆ|
>Q|wk5L2L5}_L?5MvjEd8_L)
'65MQ[|K_ˆ|5x3Q_LwkE‡H=>|)
5tEL5}j3_L6>w.n36HpM63)
wQKLpH[u2k-E>5L2q35}_Lj32u5"j3
,U
'-'.,U
'-'.



jM63); GKL= 4_LQEL5}
j3_Lq35L2FQq35L[i6ELXj3KL)
'u2235MEL5}3_LE jM63
KL= 4_L_X•53w3EL5}w)09K
Lwk5X5X5L2-EL5}j3_LH‚p25hE>3Q
-5hE>s3-t!=FLwk!"[u6M5g

3ER3]3624461]7-2,`\`Q;d„4623]362446-2,``:Q0I„
/2463E2463ER3V!4m1/V7-2,``JQ3„6“43E246
3ER3  ]362446  1]7Q  'F  n  „  “EE  V!4m  R  E246  3ER3
1bV7QL„643E2463ER3V!4m1V7Q4“›4353!L;L
f3_p-2,``UQ'6„3E2463ER3V!4m1V7L
0353E3„0353E3E2463ER3V!4m10V7-2,```)/V„0Xu6=
p2?=9Hr>5gp2?LE2gj3_L)…E
L5}_Lj30Ig6k!362Xuj3'Fn)/Vg
6kHr53EB64551B6455L9EQ,``U796K2d>
5gx39;M|0329…EX!FL29<d
5tE~32hj3_L L5Mh235M5gi_
L)/V5tg6,a5n_[QrJ,L)'62Xu…E
L5}j30I1/V7QQ_wQE2gj3_Lw96[
[>5gp2?)
3
Hình 1.2 Mô hình chỉ số hài lòng khách hàng của Mỹ (American Customer
Satisfaction Index – ACSI)
2g

6=p2 ?
,\
'-'.,\
'-'.



L5}j3_L
>5gp2 ?
6L
1.2.3. Xây dựng mô hình lý thuyết về chỉ số hài lòng của khách hàng trong

YKj3_L Epz2L1:7>5gp2?!=F1Xu75L
E!=F5x3!=F6LE3_HQ_dQ
3L—j3iEpz2) l{XuQEpz2!=Fj3KL
gm42mT66tgL5L_5L2LEs!FEpz2!=F[
LŽ9j3KL>Q_X_iMxY3!=Q
32_[E3_5L2LEs!FEpz2!=F—
1.2.3.4 Giá trị cảm nhận (Perceived value)6=p2?5L2d9
ep2? >5gEpz2E p6pl<!€6=
_X…H‚•2L_L!{Epz2w)'45461:aaA7Q6=
!L_L5L5G3W6=2L_L?gLW
i2L_Lp6p29Epz2e!=FLw); Epz2!=F
j3KLQw5LWEp6p1iE5x3[5L2LEs
!F@Qit3QXEdLi6j6_7E 6=!=Fd
5giGuLEpz2!=F235M16=K25iQ27)EG3
6=LiH~63i5L6=p2?2LEpz2!=Fh235M_
L)
1.2.3.5 Giá cả (Price);K5LH[E2 g=m42mT62Xu5.
[)lk2H[9j3=6tLi32LGl{j3
:a
'-'.:a
'-'.



-w3_!3QpEpz25Xg_LEEQG3
KL)
1.2.3.6 Sự trung thành (Loyalty)5LH[E{62XuL23
ix[=[Eoj3!36<53Qwg5tHr.
=[F23Q5}LE  t_Epz2L!=F2L|
3!{)g5M E6L5LE3__L_XL5}

yg_Lp2?!36,aLYE3
1. Tin cậy (Reliability):fL_p-!=F{gL8tM
35YY)
2. Đáp ứng (Responsiveness):EEœELj3K‚28Š_
L);}~GtKuLw_p-)
::
'-'.::
'-'.



3. Năng lực phục vụ (Competence):}~_I-L_[dk>
!=F2gM>p>6Wd)
4. Tiếp cận (Access):5x3[E!!L655MQt>?Q
p2kt3tgQL2d9wk[?j3_L)
5. Truyền thông (Communication):5x3[XG2L_Lw
kkL5•429KL)
6. Lịch sự (Courtesy):X6|Qx3K2LK _L)
7. Tín nhiệm (Credibility):M5}_L5L|?LX)
8. An toàn (Security):_p-p2HpE3L_LQkx3
E3L?>QLiQHp2?X)
9. Hiểu biết về khách hàng (Understanding):_p-kH[Yj3
_LXx3u2kG}~j3_LQx3K2[|
10. Phương tiện hữu hình (Tangibles):H3o25MLEpLEpG
uQXuQMuQ63Fj3K)
0XuLwk25LH3xY[2|_i3Mj3!=FQ
6>_w_-LKi)-2,`\\QO363E6323†h…
5MLuL2Xu2 o2-2LY);w5L2XuCD#/f)
Bảng 1.1 Định nghĩa các yếu tố trong mô hình SERVQUAL
Các chỉ tiêu Định nghĩa

Độ tin cậy (reliability)
•Xd35L2uwLt3Lwu|E‡5L2)
•HMl6rMQXd~2x3KE2px[6r
Mw)
•X!=F83q5YY)
•X>!=F8t3|hd3)
•X5.k_Xmp6329E3EwL)
Tính đáp ứng (responsiness)
•KXHMH[_L!=F)
•KX3w!=FHM)
•KX5XEœEL8HM)
•KX_XH3txH?[•_XdYj3HM)
Năng lực phục vụ (assurance)
•msj3KK2HM)
:J
'-'.:J
'-'.



•]Mp2>3L6_3!= X)
•KX5X2r HM)
•KXwjkH[k6p5tK~j3HM)
Sự đồng cảm (empathy)
•X5XlH8.[HM)
•XwKH[x3K2[HM)
•X5>5gij3HM5LK22j3|)
•KXk6žGYj3HM)
•X5L2LGt?)
Sự hữu hình (tangibility)