B GIÁO DC VÀ ÀO TO
TRNG I HC KINH T TP.HCM
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
NGUYN TH HNG LOAN

NÂNG CAO S THA MÃN CA KHÁCH HÀNG I VI SN
PHM DCH V TH ATM CA NGÂN HÀNG THNG MI C
PHN ÔNG Á TI THÀNH PH H CHÍ MINH Chuyên ngành: Tài chính ngân hàng
Mã s : 60340201 LUN VN THC S KINH T





HÀNG 1
1.1 ATM. 1
1.1.1 ATM 1
1.1.2  2
1.2  
ATM 3
1.2.1 -  3
1.2.1.1  3
1.2.1.2  4
1.2.2  4
1.2.2.1  4
1.2.2.2  5
1.2.3  8
1.2.4 M 10
1.2.5   10
1.2.6  11
1.2.7 
 12
1.2.7.1 Mô hình Noriaki Kano 13
1.2.7.2 SERVPERF 14
1.2.7.3 
ngân hàng 14
1.2.8 M
 13
1.2.8.1 
1.2.8.2 Lý do   

2.3.2  32
2.3.3  33
2.3.4  33
2.3.5  35
2.3.5.1  35
2.3.5.2  36
2.3.5.3  41
2.3.5.4  44
2.3.5.5 h 46
2.4           
ATM  49
2.4.1  49
2.4.2  50
2.4.3 Nguyên nhân 51
 52


  53
3.1  2015-
2020 53
3.1.1  53
3.1.2  ATM  54
3.2            
ATM  55
3.2.1   55
3.2.1.1  55
3.2.1.2  55
3.2.1.3   56
3.2.1.4  58
3.2.1.5  60


DANH MC CÁC BNG, BIU

2.-2012
.2

2.
2.
2.6
2.7 
2.8:  
2.
2.
2.
2.


PHN M U

1. LỦ do chn đ tài
ATM







ATM
              

 ATM
 
2. Mc tiêu nghiên cu
ATM


ATM.
 


Chng 2
 ATM
Chng 3 
ATM
1

CHNG 1
C S Lụ THUYT VÀ MÔ HỊNH NGHIÊN CU S THA MẩN
CA KHÁCH HÀNG I VI SN PHM DCH V TH ATM CA
NGÂN HÀNG

1.1 Tng quan v th ATM ca ngân hàng.
1.1.1 Khái nim v th ATM
 không



 











 

Gim chi phí huy đng vn, tng ngun vn cho ngân hàng

 
 
 

3

Nâng cao thng hiu, hình nh ca ngân hàng
           
hà
Thúc đy các dch v khác phát trin


 i vi đn v chp nhn th.



Khi         

 i vi nn kinh t.
ATM 




 


 T
    


 



1.2.2 Cht lng dch v và mô hình cht lng dch v.
1.2.2.1 Cht lng dch v.
Dch v là sn phm mang tính vô hình cao và chúng không ng nht. Vic
ánh giá chng dch v i vic ánh giá chng sn phm hu
5

hình. Chng ca mt dch v i s cm nhn ca khách hàng v dch
v ó c xác nh bi nhiu yu t ôi khi thuc v vn  ni tâm ca
khách hàng.
Theo Gronroos (1984) cho rng hai thành phn ca chng dch v 
 Chng k thut: là nhng gì khách hàng nhc
 Chng chn gii dch v c cung c nào
n chng dch v không th  c
ch ng dch v theo 5 thành ph      a
Parasuraman và cng s ng dch v á qua các yu
t sau:
 S tin cy (Reliability): kh c hin mt dch v  ha và
chính xác. Thành phn này bao gm tính nht quán  tin cy ca dch v, quan tâm
n vic ha hn i vi khách hàng. Dch v tin cy khi c thc hin tt  ngay
ln u s dng c nhà cung cp dch v công b rõ ràng.
 S phn hi (Responsiveness): s sn sàng giúp  khách hàng và nhanh


g. Nguyên nhân chính ca v này
là kh  chuyên môn cch v ng quá nhiu
ca cu v dch v. Có nhng lúc cu v dch v quá cao làm cho công ty không th
ng kp thi.
Khong cách 3: S khác bit gia vic cung cp dch v vc tính cht
ng dch v.
Khong cách 4: Khong cách gia thông tin thông báo cho khách hàng vi
vic cung cp dch v


      

Khong cách 5: S khác bit gia chng k vng bi khách hàng và cht
ng h cm nhc.

7











Thông báo cho
khách hàng







Khách
hàng

8

Parasuraman cho rng chng dch v là hàm s ca khong cách th 
Khong cách này ph thuc vào các kho      rút ngn
khong cách th ng dch v thì nhà cung cp dch v
phi n lc rút ngn các khong cách này.
1.2.3 Khái nim s tha mãn ( s hài lòng).





 

   


 
hài lòn
 




 
i khách hàng có cùng 
SPDV ngân hàng  
  ngân hàng kh
n 
ngân hàng. Vì
  khách hàng  
chú ý làm cho khách hàng  
   
   
hàng khác nhau.
10

1.2.4 Mi quan h gia s tha mãn và cht lng dch v



 

 khách hàng.
1.2.6 Mi quan h gia giá c và s tha mãn ca khách hàng

  SPDV 


       


 
 


trong nSPDV 
 
 

Khi mua SPDV



hay không

 
12

 
 

yêu cu này, thì s u ti thii vi sn
phm. Khách hàng xem nhng yêu cu phu kin tiên quy h s dng
sn phm này. Bt lun th nào, nhng yêu cu phi có là nhng yu t cnh tranh
mang tính quynh, và nu không có thì khách hàng s n sn
phm.
Yêu cu mt chiu (càng nhiu càng tt-One-dimensional requirements): nhng
yêu cu này s ng càng c li. Nhng yêu cu này quan
h trc tin nhu cu khách hàng.
Yêu cu thích thú (Attractive requirements): nhng yêu cu này nu không có,
khách hàng vn mc nhiên chp nhn dch v th c cung cu chúng

Trích đoạn Nâng cao ph ng tin hu hình, t ođ tin cy cho khách hàng

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