B GIÁO DC & ÀO TO
TRNG I HC KINH T TP.HCM
 H TH THU HNG
GII PHÁP NỂNG CAO MC 
HÀI LÒNG CA KHÁCH HÀNG CÁ
NHỂN V DCH V NGỂN HÀNG
BÁN L TI NGỂN HÀNG TMCP
XUT NHP KHU VIT NAM LUN VN THC S KINH T THÀNH PH H CHệ MINH - 2012

B GIÁO DC & ÀO TO

LI CAM OAN

u ci s ng
dn ca Cô TS. Mai Thanh Loan.
Các s liu nêu trong luc, có ngun gc rõ ràng, 
tài xut phát t tình hình hong thc t ti Ngân hàng TMCP Xut Nhp Khu
Vit Nam.
Tp. HCM, tháng 12 
Tác gi lu H TH THU HNG MC LC

Trang




  
LI M U
CHNG 1: Lụ LUN TNG QUAN V DCH V NGỂN HÀNG BÁN
L, S HÀI LÒNG CA KHÁCH HÀNG VÀ MỌ HỊNH NGHIểN CU 1
1.1. Tng quan v dch v ngân hàng bán l 1
1.1.1.  1

1.4 21
KT LUN CHNG 1 22
CHNG 2: HOT NG DCH V NGỂN HÀNG BÁN L TI NGỂN
HÀNG TMCP XUT NHP KHU VIT NAM 23
2.1.              
 23
2.1.1.  23
2.1.2.  23
2.1.3.  24
2.1.4. NHTM trên ng  25
2.2. K 26
2.2.1.  26
 26
2.2 29
2.2 31
2.2 33 2.2 33
2.2.2.  35
2.2.3.  36
2.3.  
Eximbank 36
KT LUN CHNG 2 38
CHNG 3: CÁC NHỂN T NH HNG N MC  HÀI LÒNG
CA KHÁCH HÀNG CÁ NHỂN KHI S DNG DCH V NHBL TI
NGỂN HÀNG TMCP XUT NHP KHU VIT NAM 39
3.1. Thit k nghiên cu 39
3.1.1.  39
3.1.2. Mô  40

KT LUN CHNG 3 58
CHNG 4: GII PHÁP NỂNG CAO MC  HÀI LÒNG CA KHÁCH
HÀNG CÁ NHỂN V DCH V NGỂN HÀNG BÁN L TI NGÂN HÀNG
TMCP XUT NHP KHU VIT NAM 59
4.1. Eximbank  59
4.2.  
nhân   59
4.2.1.            
 60
4.2.2. 
  61
4.2.3.            
 62
4.2.4. Không ngng n lc nâng cao chng dch v NHBL 63
4.2.5.      ,       
 68
4.2.6. 
 69 4.2.7. P 
 70
KT LUN CHNG 4 71
KT LUN 73

 DANH MC CÁC CH VIT TT
i c phn Á Châu

2007  2011
Hình 2.3: Bi u vng cá nhân theo loi tin 2009 
2011
Hình 2.4: Bi u vng cá nhân theo k hn 2009  2011
Hình 2.5: Bi  tín dng cá nhân ca Eximbank n 2007  2011
Hình 2.6: Bi  cho vay cá nhân theo loi tin 2009 -
2011
Hình 2.7: Bi  cho vay cá nhân theo k hn 2009  2011
Hình 2.8: Bi s ng khách hàng cá nhân n 2007 - 2011
Hình 3.1: Bi  th hin s hài lòng ca khách hàng cá nhân i vi các sn
phm dch v ca Eximbank.
Hình 3.2: Bi th hin cm nhn ca khác hàng cá nhân v thi gian giao dch
ti Eximbank
Hình 3.3: Mô hình các nhân t n s hài lòng khách hàng
BNG BIU
Bng 2.1: Vng khách hàng cá nhân ca Eximbank n 2007  2011
Bng 2.2:  tín dng cá nhân ca Eximbank n 2007  2011
Bng 2.3: S ng th n 2009  2011
Bng 2.4: Doanh s kiu hi ca mt s 
Bng 2.5: Mi giao dch ca Eximbank và mt s ngân hàng TMCP có cùng
n 2009  2011
Bng 3.1: M hài lòng ca khách hàng cá nhân i vi các sn phm dch v
ca Eximbank
Bng 3.2: Cm nhn ca khách hàng cá nhân v thi gian s dng dch v ti
Eximbank
Bng 3.3: H s a các bin nghiên cu
Bng 3.4: H s Cronbach alpha ca các thành ph
Bng 3.5: Ki
Bng 3.6: Bng ma trn nhân t sau khi xoay
Bng 3.7: Ki

Xut Nhp Khu Vit Nam” 




2. i tng vƠ phm vi nghiên cu
+ i tng nghiên cu:         

tài này.
C s la chn đi tng nghiên cu:
      

d  khách hàng
 
- 70% trong


khách hàng cá nhân  
cho ngân hàng
 
 
   

là khách hàng cá nhân.
+ Phm vi nghiên cu: 
            

3. Mc đích nghiên cu
 khái quát 
NHBL Eximbank 


 
ngân hàng 


 Thanh Loan, 



QUY TRỊNH NGHIểN CU:
- 
- 

- 
SERVQUAL, SERVPERF, FTSQ


Hình: Quy trình nghiên cu

- 
- 
- 

- 
- 

- 
- 
- 
- 
- 
- 
- 



1





 
 
 
 và 
thanh

  

+ Theo các chuyên gia kinh t ca Hc vin công ngh Châu Á – AIT (Asian
Institute of Technology),  
  
         
hàng thông qua các 
+ Theo T chc Thng mi Th gii – WTO (The World Trade Organization),
         


  
+ Theo quan đim ca các NHTM
 

+ Theo quan đim ca Ngân hàng TMCP Xut Nhp Khu Vit Nam, 

 

3

4
 










+ i vi ngân hàng:

 ro
       






1.1.4. Các dch v ca ngơn hƠng bán l



1.1.4.1. Dch v huy đng vn

6
Ngân hàng 
     ngân hàng          
 Ngân hàng TMCP Á Châu, Ngân hàng TMCP
 p K Chohungvina         
   Ngân hàng TMCP 

        i 
thô



, 

 Th tín dng ni đa: 
dùng   
- 


 Th tín dng quc t: l
c


 




g cán



8



- 
            

1.1.4.5. Dch v ngơn hƠng đin t

        


 

 Phone Banking: 

  này


 

Eximbank, Vietcombank, Vietinbank, BIDV, Á Châu,
 Mobile Banking: 






hàng, 
 

Trích đoạn .D ch v NHBL khác Công tác phát tri nm ng li Mô hình đánh giám cđ hài lòng Phân tích nhâ nt EFA (Exploratory Factor Analysis) Mô hình hi quy tuy n tính bi

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