D VÀ O
TRNG HC KINH T H

S
C


 CHI NHÁNH
THÀNH 
TRNG HC KINH T H  S
C


T CHI NHÁNH
 Chuyên ngành : Tài chính  Ngân hàng

Mã s : 60.34.02.01
 VN THC  KINH T
LNgân Hàng   9





               

 m  CN TPHCM    




TPHCM, tháng 07 3



 7
 8
 8
 8
1.1.3.2 9
 10
 10
 14
 Francis A.Buttle 16
 18

 20
 
 21
 22
     DCH V     T
VIETCOMBANK HCM 23  23

qua 26
 28
  28
 31
 32

35
 35
 35

 58

 59
 60
 61

 
HCM 63
 63

 64
 64
 66
 68
 69
 70


 VÀ PHÍ 





i




1. ACB : Ngân hàng thng mc

gian qua
 
 
qua
4 : 

5 
 
 
 : K
4 

5 
6           
khách hàng
7 
8 : ANOVA
9 : Model Summary
0 : 
1: 

2
13
14 
15 
16 
17
18
19
iii

Vietcombank HCM y mnh phát trin t 
Na bàn có th ng nht c c vu dân, hot
ng tín dng cá nhân ca Vietcombank HCM gp khá nhiu thun l
gp s cnh tranh ngày càng gay gt ca các ngân hàng khác.
Cc hic cnh tranh bng vic nâng
cao chng sn phm, dch v ca mình nhm tha mãn nhu cu ngày càng cao
cic nâng cao chng dch v, nâng cao s
hài lòng ca khách hàng là yu t cc k quan trng giúp Vietcombank HCM nâng
c cnh tranh, hoàn thành m ra v vic phát trin hong ca
mình. Chính vì th, tác gi a ch tài 
           

  tài nghiên cu nhm tìm ra nhng yu t n s
2

hài lòng c i pháp nhm nâng cao s hài lòng ca
khách hi li ích cho ngân hàng



Vietcombank HCM.

Vietcombank HCM.
3. 

Vietcombank HCM.
Vietcombank HCM.
4. 

Vietcombank HCM


4


LÝ  

1.1. Khái nim
1.1.1.  


 


 






ông 


- Parasurman et al 

 
 


 



i (transcendent)

6


.


 (specific)




y có  
               
marketing.

 

 
, tính

 .
 và 


- 

           




.
8

  

 

khácho vay;
c b
ngân hàng; p bao thanh t
 c
.






1.1.3.2






   
hàng (Cronin và Taylor, 1992  
 quan   
 .





10


 


hàng.                  

nghiên cu s hài lòng ca khách hàng
1.2.1.
c s dng xuyên trong các nghiên cu

n giao ch (service delivery)
n i m n nh tiêu t ng
(Translation of Perceptions into Service Quality
Specifications)
n c ng a ch ng
(Management Perceptions of Consumer
Expectations)
Thông tin n ng (Word
of Mount Communications)
Nhu u nhân
(Personal needs)
Kinh m (Past
experience)
Thông tin n ch ng
(External communications
to customer)
ng ch 5
ng ch 1
ng ch 2
ng ch 3
ng ch 4
ch ng
cung p
Serqual


 


ERvice


S tin cy
S tin cy nói lên kh ng dch v chín và uy tín.
i s nht quán trong vic thc hin dch v và tôn trng các cam
k li ha vi khách hàng. :
- 
- Nhà cung 
- 
- 

ng
ng kh i quyt v nhanh chóng, x lý hiu
qu các khiu ni, sn  ng các yêu cu ca khách
hàng. Nói cách khác hiu qu phc v là s phn hi t phía nhà cung cp dch v
i vi nhng gì mà khách hàng mong mun
- 
13

- 
- 
- 
S hu hình
S hu hình chính là hình nh bên ngoài c vt cht, thit b, máy
móc, phong thái cng dn và h thng thông
tin liên lc ca Ngân hàng. Nói mt cách tng quát, tt c nhng gì mà khách hàng
nhìn thy trc tic bng mt và các giác quan u có th n yu
t này.
- 
- 
- T


.
1.2. Gronroos
            
(Perceive Service Quality Model  PSQM). Theo , chng dch v c xem
xét da trên hai tiêu chí là chng ch
và chng k thut (TSQ: Technical Service Quality) và chng dch v b
 ng mnh m bi hình nh doanh nghip (Corporate Image)  y,
 ng n chng dch v là:
- Chng ch
- Chng k thut (outcome, or technical quality)
- Hình nh doanh nghip (the image of the service provider).
Chng k thut
ng khách hàng nhc thông qua vic tip xúc vi doanh
nghic cm nhn quan tri vi khách hàng. Nói cách khác, chng
k thut là kt qu cia doanh nghip và khách hàng mà 
p cung cp dch v (what?) và khách hàng tip nhn dch v 
  này:
15

- Kh i quyt v 
- Kin th
- Chng các gii pháp (technical solution)
- Chng trang thit b (machine quality)
- H thng thông tin (computerised systems)
Chng ch
Chng ch hin quá trình thc hin dch v ca doanh nghip,
phn ánh vic dch v c cung c a
hai khía cnh chng k trên thì chng chng
c th hin thông qua 7 tiêu chí và các bin c th sau: